A Summer Report
‘Customer’s Perception- A Survey of Industrial Customers of Gwalior
JIWAJI UNIVERSITY GWALIOR
For The Partial Fulfilment of The Award Of Degree
MASTER OF BUSINESS ADMINISTRATION (2014-2016)
FACULTY GUIDE SUBMITTED
DR. SUBEER BANERJEE HIMANSHUCHOUMAL
MAHARAJA INSTITUTE OF MANAGEMENT & TECHNOLOGY
Airport Road, Gwalior
Himanshu Choumal, student of MBA III Semester from Maharaja Institute Of Management
& Technology, Gwalior, declare that all the information, fact and figures represented in this
report entitled “Customer’s Perception- A Survey Of Industrial Customer Of Gwalior
Towards Cars’’. Are first hand in nature. They are actively based on my intensive research. I
have made the project under the safe roof of realistic data which was a sweet dream before
handling due to strong faith and elastic string of my heart. I have succeeded in equaling the
efforts with the output, for which I am very excited just like a blooming seed. Any resemblance
to earlier project or resource is purely coincidental.
Date …………. HIMANSHU CHOUMAL
Place: Gwalior MBA III Semester
This is to certify that Mr. Himanshu Choumal student of MBA III Semester of Maharaja
Institute Of Management And Technology Gwalior affiliated to “ Jiwaji University,
Gwalior” has completed his summer training of 6 weeks ( from 1st of JULY to 15th AUGUST )
and prepared this report on “Customer’s Perception A Survey Of Industrial Customers Of
Gwalior Towards Cars” under my guidance.
Date: …… DR.SUBEER BANERJEE
Place: Gwalior Faculty Guide
It is privilege to express my gratitude & sincere thanks to Maharaja Institute Of Management
& Technology, Gwalior has given us the opportunity to summer training report on the topic. I
am thankful to Mr. Achal Pillai (Director-MIMT), Dr. Subeer Banerjee (Dean Academics)
and also Faculty Guide for his valuable guidance and support throughout report preparation. I
would also like to thank Mr. Sandeep Arora (General Manager of Prem Motor).
I sincerely thank computer laboratory in-charge and library staff for their timely co-operation.
I would also like to thank to all people who directly or indirectly helped to complete the report.
Date: ……………… HIMANSHU CHOUMAL
Place: Gwalior M.B.A. 3rd SEM.
The project is based on the “Customer’s Perception- A Survey Of Industrial
Customers Of Gwalior Towards Cars’’. The project took 7 weeks for completion. The
main motive of project report was to enhance my expertise and extensive knowledge I gained
through my course, by applying it practically to the market of automobile Gwalior.
The project has been completed by collecting the primary data by interviewing the various
companies of Gwalior. Secondary data was also used as per the availability from different
sources. In all the study was to find out at which geographical area the potential customer may
exist and also to study the consumer behavior regarding automobile sectors.
During the project, I learnt the procedures and various other aspects of marketing of
automobile by applying theoretical knowledge and concepts to the best.
Needless to say, errors and omissions are bound to occur.
Last but not the least, I am grateful to all those who happened to be a part of the
successful completion of this Project and my mind and heart for going hand in hand!
Chapter1. INTODUCTION OF THE COMPANY
1.1 History Of The Organization
1.2 Market Liberalization
1.3 Joint Venture Related Issues
1.4 Manufacture Facilities
1.5 Industrial Relations
1.6 Manesar Violence
1.7 Product And Services
1.8 Sales And Service Network
1.9 Maruti Insurance
1.10 Maruti Finance
1.11 Maruti True Value
1.12 N2N Fleet Management
1.13 Maruti Accessories
1.14 Driving School Maruti
1.16 Awards And Recognition
1.17 Maruti Growth Chart
1.18 Executive Summary
2.2 Objective Of Study
2.3 Research Methodology
2 .4 Research Design
2.5 Research Process
2.6 Exploratory Research
2.7 Data Collection
2.8 Data Analysis
2.9 Summary Of Finding
Chapter4. LIMITATION OF RESEARCH PROCESS
History of Maruti
Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an automobile
manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle manufacturer
Suzuki. As of November 2012, it had a market share of 37% of the Indian passenger car
markets. Alto, Ritz, Celerio, Swift, WagonR, Zen, Ciaz, Kizashi, SX4, Eeco, Omni, Ertiga, S-
The company's headquarters are at No 1, Nelson Mandela Road, New Delhi. In February 2012,
the company sold its ten millionth vehicle in India.
Maruti Udyog Limited was established in February 1981, though the actual production
commenced only in 1983. It started with Maruti 800, based on the Suzuki Alto key car which at
the time was the only modern car available in India. Its only competitors were Hindustan
Ambassador and Premier Padmini. Originally, 74% of the company was owned by the Indian
government, and 26% by Suzuki of Japan. As of May 2007, the government of India sold its
complete share to Indian financial institutions and no longer has any stake in Maruti Udyog.
Maruti's history begins in 1970, when a private limited company named 'Maruti technical
services private limited' (MTSPL) was launched on November 16, 1970. The stated purpose of
this company was to provide technical know-how for the design, manufacture and assembly of "a
wholly indigenous motor car". In June 1971, a company called 'Maruti limited' was incorporated
under the Companies Act and Sanjay Gandhi became its first managing director. "Maruti
Limited" went into liquidation in 1977. On 23 June 1980 Sanjay Gandhi died when a private test
plane he was flying crashed. A year after his death, and at the behest of Indira Gandhi, the Indian
Central government salvaged Maruti Limited and started looking for an active collaborator for a
new company. Maruti Udyog Ltd was incorporated in the same year through the efforts of Dr. V.
In 1982, a license & Joint Venture Agreement (JVA) was signed between Maruti Udyog Ltd.
and Suzuki of Japan. At first, Maruti Suzuki was mainly an importer of cars. In India's closed
market, Maruti received the right to import 40,000 fully built-up Suzuki in the first two years,
and even after that the early goal was to use only 33% indigenous parts. This upset the local
manufacturers considerably. There were also some concerns that the Indian market was too small
to absorb the comparatively large production planned by Maruti Suzuki, with the government
even considering adjusting the petrol tax and lowering the excise duty in order to boost sales.
Finally, in 1983, the Maruti 800 is released. This 796 cc hatchback is based on the SS80
Suzuki Alto and is India’s first affordable car. Initial product plan is 40% saloons, and 60%
Maruti Van. Local production commences in December 1983.In 1984, the Maruti Van with the
same three-cylinder engine as the 800 was released and the installed capacity of the plant
in Gurgaon reached 40,000 units.
In 1985, the Suzuki SJ410-based Gypsy, a 970 cc 4WD off-road vehicle, was launched. In
1986, the original 800 was replaced by an all-new model of the 796 cc hatch back Suzuki
Alto and the 100,000th vehicle was produced by the company. In 1987, the company's started
exporting to the West, when a lot of 500 cars were sent to Hungary. By 1988, the capacity of the
Gurgaon plant was increased to 100,000 units per annum.
In 1989, the Maruti 1000 was introduced and the 970 cc, three-box was India’s first
contemporary sedan. By 1991, 65 percent of the components, for all vehicles produced, were
indigenized. After liberalization of the Indian economy in 1991, Suzuki increased its stake in
Maruti to 50 percent, making the company a 50-50 JV with the Government of India the other
In 1993, the Zen, a 993 cc, hatchback was launched and in 1994 the 1298 cc Esteem was
introduced. Maruti produced its 1 millionth vehicle since the commencement of production in
1994. Maruti's second plant was opened with annual capacity reaching 200,000 units. Maruti
launched a 24-hour emergency on-road vehicle service. In 1998, the new Maruti 800 was
released, the first change in design since 1986. Zen D, a 1527 cc diesel hatchback and Maruti's
first diesel vehicle and a redesigned Omni were introduced. The 1.6 liter Maruti Baleno three-
box saloon and Wagon R were also launched.
In 2000, Maruti became the first car company in India to launch a Call Center for internal and
customer services. The new Alto model was released. In 2001, Maruti True Value, selling and
buying used cars was launched. In October of the same year the Maruti Versa was launched. In
2002, Esteem Diesel was introduced.
Two new subsidiaries were also started: Maruti Insurance Distributor Services and Maruti
Insurance Brokers Limited. Suzuki Motor Corporation increased its stake in Maruti to 54.2
In 2003, the new Suzuki Grand Vitara XL-7 was introduced while the Zen and the Wagon R
were upgraded and redesigned. The four millionth Maruti vehicle was built and they entered into
a partnership with the State Bank of India. Maruti Udyog Ltd was listed on BSE and NSE after
a public issue, which was oversubscribed tenfold. In 2004, the Alto became India's bestselling
car overtaking the Maruti 800 after nearly two decades. The five-seater Versa 5-seater, a new
variant, was created while the Esteem was re-launched. Maruti Udyog closed the financial year
2003-04 with an annual sale of 472,122 units, the highest ever since the company began
operations and the fiftieth lakh (5 millionths) car rolled out in April 2005. The 1.3 L Suzuki
Swift five-door hatchbacks was introduced in 2005.
In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki Automobiles India", to
build two new manufacturing plants, one for vehicles and one for engines. Cleaner cars were also
introduced, with several new models meeting the new "Bharat Stage III" standards. In
February 2012, Maruti Suzuki sold its ten millionth vehicles in India. For the Month of July
2014, it had a Market share of >45 %.
Joint venture related issues
Relationship between the Government of India, under the United Front (India) coalition
and Suzuki Motor Corporation over the Joint venture was a point of heated debate in the
Indian media until Suzuki Motor Corporation gained the controlling stake. This highly profitable
joint venture that had a near monopolistic trade in the Indian automobile market and the nature
of the partnership built up till then was the underlying reason for most issues. The success of the
joint venture led Suzuki to increase its equity from 26% to 40% in 1987 and further to 50% in
1992. In 1982 both the venture partners had entered into an agreement to nominate their
candidate for the post of Managing Director and every Managing Director will have tenure of
Maruti Suzuki has two manufacturing facilities in India. Both manufacturing facilities have a
combined production capacity of 14, 50,000 vehicles annually. The Gurgaon manufacturing
facility has three fully integrated manufacturing plants and is spread over 300 acres
(1.2 km2). The Gurgaon facilities also manufacture 240,000 K- Series engines annually.
The Gurgaon Facilities manufactures the 800, Alto, WagonR, Estilo, Omni, Gypsy, Ertiga,
Ritz, and Eeco. The Manesar manufacturing plant was inaugurated in February 2007 and is
spread over 600 acres (2.4 km2). Initially it had a production capacity of 100,000 vehicles
annually but this was increased to 300,000 vehicles annually in October 2008. The production
capacity was further increased by 250,000 vehicles taking total production capacity to 800,000
The Manesar Plant produces the A-star, Swift, Swift DZire, SX4, Ritz and Celerio. On 25 June
2012, Haryana State Industries and Infrastructure Development Corporation demanded Maruti
Suzuki to pay an additional Rs 235 corer for enhanced land acquisition for its Haryana plant
expansion. The agency reminded Maruti that failure to pay the amount would lead to further
proceedings and vacating the enhanced land acquisition. It plans to set up a plant in Gujarat and
has acquired 600 acres of land.
Since its founding in 1983, Maruti Udyog Limited has experienced problems with its labor force.
The Indian labour it hired readily accepted Japanese work culture and the modern
manufacturing process. In 1997, there was a change in ownership, and Maruti became
predominantly government controlled. Shortly thereafter, conflict between the United Front
Government and Suzuki started. In 2000, a major industrial relations issue began and employees
of Maruti went on an indefinite strike, demanding among other things, major revisions to their
wages, incentives and pensions.
Employees used slowdown in October 2000, to press a revision to their incentive-linked pay. In
parallel, after elections and a new central government led by NDA alliance, India pursued a
Along with many other government owned companies, the new administration proposed to sell
part of its stake in Maruti Suzuki in a public offering. The worker's union opposed this sell-off
plan on the grounds that the company will lose a major business advantage of being subsidized
by the Government, and the union has better protection while the company remains in control of
The standoff between the union and the management continued through 2001. The management
refused union demands citing increased competition and lower margins. The central government
privatized Maruti in 2002 and Suzuki became the majority owner of Maruti Udyog Limited.
On 18 July 2012, Maruti's Manesar plant was hit by violence as workers at one of its auto
factories attacked supervisors and started a fire that killed a company official and injured 100
managers, including two Japanese expatriates. The violent mob also injured nine policemen. The
company's General Manager of Human Resources had both arms and legs broken by his
attackers, unable to leave the building that was set ablaze, and was charred to death. The incident
is the worst-ever for Suzuki since the company began operations in India in 1983.
Since April 2012, the Manesar union had demanded a three-fold increase in basic salary, a
monthly conveyance allowance of 10,000, a laundry allowance of 3,000, a gift with every new
car launch, These claims were denied by the company and the police Maruti said the unrest
began, not over wage discussions, but after the workers' union demanded the reinstatement of a
worker who had been suspended for beating a supervisor.
The workers claim harsh working conditions and extensive hiring of low-paid contract workers
which are paid about $126 a month, about half the minimum wage of permanent employees.
Maruti employees currently earn allowances in addition to their base wage. Company executives
denied harsh conditions and claim they hired entry-level workers on contracts and made them
permanent as they gained experience. It was also claimed that bouncers were deployed by the
The police, in its First Information Report (FIR), claimed on 21 July that Manesar violence is
the result of a planned violence by a section of workers and union leaders and arrested 91
people. Maruti Suzuki in its statement on the unrest announced that all work at the Manesar plant
has been suspended indefinitely. The shutdown of Manesar plant is leading to a loss of about Rs
75 crore per day.
On 21 July 2012, citing safety concerns, the company announced a lockout under The Industrial
Disputes Act, 1947 pending results of an inquiry the company has requested of the Haryana
government into the causes of the disorder. Under the provisions of The Industrial Disputes Act
for wages, the report claimed, employees are expected to be paid for the duration of the lockout.
The report claimed the salary difference between contract workers and permanent workers has
been much smaller than initial media reports - the contract worker at Maruti received
about 11,500 per month, while a permanent worker received about 12,500 a month at start,
which increased in three years to 21,000-22,000 per month. n a separate report.
Shinzo Nakanishi, managing director and chief executive of Maruti Suzuki India, said this kind
of violence has never happened in Suzuki Motor Corp's entire global operations spread across
Hungary, Indonesia, Spain, Pakistan, Thailand, Malaysia, China and the Philippines. Mr.
Nakanishi went to each victim apologizing for the miseries inflicted on them by fellow workers,
and in press interview requested the central and Haryana state governments to help stop such
ghastly violence by legislating decisive rules to restore corporate confidence amid emergence of
this new 'militant workforce' in Indian factories.
He announced, "We are going to de-recognize Maruti Suzuki Workers’ Union and dismiss all
workers named in connection with the incident. We will not compromise at all in such instances
of barbaric, unprovoked violence." He also announced Maruti plans to continue manufacturing in
Manesar, that Gujarat was an expansion opportunity and not an alternative to Manesar. The
company dismissed 500 workers accused of causing the violence and re-opened the plant on 21
August, saying it would produce 150 vehicles on the first day, less than 10% of its capacity.
Analysts said that the shutdown was costing the company 1 billion rupees ($18 million) a day
and costing the company market share. In July 2013, the workers went on hunger strike to protest
the continuing jailing of their colleagues and launched an online campaign to support their
Products and services
Model Launched Category Image
Omni 1984 Minivan
Gypsy 1985 SUV
WagonR 1999 Hatchback
Swift 2005 Hatchback
DZire 2008 Sedan
Celerio 2014 Hatchback
Ciaz 2014 Sedan
Model Launched Discontinued Category Image
Estilo August 2009 2013 Hatchback
Gypsy E 1985 2000 SUV
1000 1990 2000 Sedan
Zen 1993 2006 Hatchback
Esteem 1994 2008 Sedan
Baleno 1999 2007 Sedan
Versa 2001 2010 Minivan
800 1983 2012 Hatchback
Alto 2000 2012 Hatchback
A-star 2008 2014 Hatchback
Sales and service network
As of 31 March 2014 Maruti Suzuki has 933 dealerships across 666 towns and cities in
all states and union territories of India. It has 3,060 service stations (inclusive of dealer
workshops and Maruti Authorized Service Stations) in 1,454 towns and cities throughout
India. It has 30 Express Service Stations on 30 National Highways across 1,436 cities in India.
Service is a major revenue generator of the company. Most of the service stations are managed
on franchise basis, where Maruti Suzuki trains the local staff. Other automobile companies have
not been able to match this benchmark set by Maruti Suzuki. The Express Service stations help
many stranded vehicles on the highways by sending across their repair man to the vehicle.
In the year 2015 Maruti Suzuki launched a new premium sales channel called NEXA. Maruti
Suzuki India Limited’s Managing Director & CEO, Kenichi Ayukawa said: “NEXA provides a
new experience of hospitality from Maruti Suzuki. Indian market and Indian society are rapidly
changing and new segments of customers are emerging. We have to take new initiatives to meet
diversifying expectations from our customers”.
He added: “The mission of NEXA is to offer innovative value and direction so that we can
adequately respond to the new segments of Indian customers and offer them the experience
which they value. While we will of course continue to enhance customer satisfaction in our
current network, with NEXA, I am confident Maruti Suzuki will be able to cater to a broader
range of customers who value pampering, innovation and a personal touch in their car owning
S-Cross, India’s first premium crossover that debuts in August 2015 will be the first car to be
sold under NEXA. Several new models will be added to both channels as part of the Company’s
medium term goal of 2 million annual sales by 2020.
Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of the
National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The
service was set up the company with the inception of two subsidiaries Maruti Insurance
Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited.
This service started as a benefit or value addition to customers and was able to ramp up easily.
By December 2005 they were able to sell more than two million insurance policies since its
To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January 2002.
Prior to the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti and
Maruti Countrywide with Citi Group and GE Countrywide respectively to assist its client in
securing loan. Maruti Suzuki tied up with ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak
Mahindra, Standard Chartered Bank, and Sundaram to start this venture including its strategic
partners in car finance. Again the company entered into a strategic partnership with SBI in
March 2003. Since March 2003, Maruti has sold over 12,000 vehicles through SBI-Maruti
Finance. SBI-Maruti Finance is currently available in 166 cities across India.
Citicorp Maruti Finance Limited is a joint venture between Citicorp Finance India and Maruti
Udyog Limited its primary business stated by the company is "hire-purchase financing of Maruti
Suzuki vehicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank Overseas
Investment Corporation, Delaware, which in turn is a 100% wholly owned subsidiary of Citibank
N.A. Citi Finance India Limited holds 74% of the stake and Maruti Suzuki holds the remaining
26%. GE Capital, HDFC and Maruti Suzuki came together in 1995 to form Maruti Countrywide.
Maruti claims that its finance program offers most competitive interest rates to its customers,
which are lower by 0.25% to 0.5% from the market rates.
Maruti True Value
Maruti True service offered by Maruti Suzuki to its customers. It is a market place for used
Maruti Suzuki Vehicles. One can buy, sell or exchange used Maruti Suzuki vehicles with the
help of this service in India. As of 31 March 2010 there are 342 outlets.
N2N Fleet Management
N2N is the short form of End to End Fleet Management and provides lease and fleet
management solution to corporate. Clients who have signed up of this service include Gas
Authority of India Ltd, DuPont, Reckitt Benckiser, Doordarshan, Singer India, National Stock
Exchange of India and Transworld. These fleet management services include end-to-end
solutions across the vehicle's life, which includes Leasing, Maintenance, Convenience services
Many of the auto component companies other than Maruti Suzuki started to offer components
and accessories that were compatible. This caused a serious threat and loss of revenue to Maruti
Suzuki. Maruti Suzuki started a new initiative under the brand name Maruti Genuine
Accessories to offer accessories like alloy wheels, body cover, carpets, door visors, fog lamps,
stereo systems, seat covers and other car care products. These products are sold through dealer
outlets and authorized service stations throughout India.
Driving School Maruti
A Murti Driving
As part of its corporate social responsibility Maruti Suzuki launched the Maruti Driving School
in Delhi. Later the services were extended to other cities of India as well. These schools are
modeled on international standards, where learners go through classroom and practical sessions.
Many international practices like road behavior and attitudes are also taught in these schools.
Before driving actual vehicles participants are trained on simulators.
A launch ceremony for the school Jagdish Khattar stated "We are very concerned about
mounting deaths on Indian roads. These can be brought down if government, industry and the
voluntary sector work together in an integrated manner. But we felt that Maruti should first do
something in this regard and hence this initiative of Maruti Driving Schools".
Maruti Exports Limited is the subsidiary of Maruti Suzuki with its major focus on exports and it
does not operate in the domestic Indian market. The first commercial consignment of 480 cars
was sent to Hungary. By sending a consignment of 571 cars to the same country Maruti Suzuki
crossed the benchmark of 300,000 cars.
Since its inception export was one of the aspects government was keen to encourage. Every
political party expected Maruti Suzuki to earn foreign currency.
Angola, Benin, Djibouti, Ethiopia, Europe, Kenya, Morocco, Nepal, Sri Lanka, Uganda, Chile,
Guatemala, Costa Rica and El Salvador are some of the markets served by Maruti Exports.
Awards and recognition
The Brand Trust Report published by Trust Research Advisory, a brand analytics company, has
ranked Maruti Suzuki in the thirty seventh position in 2013 and eleventh position in 2014 among
the most trusted brands of India.
Blue bytes News, a news research agency, rated Maruti Suzuki as India's Most Reputed Car
Company in their Reputation Benchmark Study conducted for the Auto (Cars) Sector which
launched in April 2015
Parent Company Suzuki Motor Corporation
Category Sedans, Hatchbacks, SUV’s
Tagline/ Slogan Way of life; Count on us
Maruti has car models in every segment with a wide price range to choose
from, apart from being the most reliable name in Indian automobile
Segment Complete automobile segment including sedans & SUV’s
Target Group Indian urban and semi-urban middle class and upper middle class
India’s No.1 automobile brand with strong legacy
1. Maruti 800 2. Maruti A Star 3. Maruti Alto
4. Maruti Eeco 5. Maruti Grand Vitara 6. Maruti Gypsy King
7. Maruti Omni 8. Maruti Swift 9. Maruti Swift Dzire
10.Maruti SX4 11.Maruti Wagon R 12.Maruti Zen Estilo
1. Maruti is the largest passenger car company in India, accounting for
around 45% market share
2. Over 6,000 people are employed with Maruti
3. Good advertising, product portfolio, self-competing brands
4. Largest distribution network of dealers and after sales service centers
5. Strong brand value and strong presence in the second hand car market
6. Having different revenue streams like Maruti finance, Maruti Insurance
7. Over 700,000 units sold in India annually including 50,000 exports
1.Inability to penetrate into the international market
2.Employee management, strikes, worker wage problems
1.Developing hybrid cars and fuel efficient cars for the future
2.Tapping emerging markets across the world and building a global brand
3.Fast growing automobile market and increased purchasing power
1. Government policies for the automobile sector across the world
2.Ever increasing fuel prices
3. Intense competition from global automobile brands and cheaper
4. Substitute modes of public transport like buses, metro trains etc
The ConsumerBehaviorRegarding Automobile Sector
Customer Perception is also known as geographical market analysis and it is the Easiest Way to
Identify Where Your Customers Come From and Who They Are. This project focus on to know
the profile and from which geographical part of Gwalior the potential customer of Maruti Suzuki
cars can be and what is the consumer behavior of various users of cars like how many cars do
they have and after how much do they like to change their cars .
The whole survey has been done in various parts of Gwalior city like Focal Point, Industrial
Area, Gwalior (M.P.).
So, in this research I studied the Perception of the customers and behavior of the customers. So,
overall it was great learning experience for me to get such an intro spect about automobile
industry and various aspects related to its marketing strategy.
Customer Perception is the Easiest Way to Identify Where Your Customers Come From and
Who They Are.
Customer Perception Analysis may include:
· A customer profile to understand where to find more like them.
· Market penetration and market share reports showing performance in existing markets and
expected performance in new markets.
· Market ranking reports allowing company to prioritize resource deployment into new markets.
Customer Perceptionhelps to know market potential by using following steps.
Create a "pin map" of where your customers live. Find out at a glance what parts of town you
draw from and where to advertise. If you have your names and addresses in a data file, you can
order right now with no payment required in advance.
Identify Your Trade Area
Map your customers to see what your trade area is. Compare your customers with the
market potential to see your market penetration.
Define Customer Profile
Once you have your customers mapped, you can analyze the demographic characteristics and
define a profile of your best customers. From this it is a short step to finding more potential
customers like them.
Target Your Advertising
Given your trade area, and your customer profile, you can focus advertising to the places and
media that are most likely to hit your target market.
Customer Perception shows organizations which neighborhoods and markets they are serving
with their products. The results of customer Perception can often be surprising and show trends
that were otherwise unknown. In addition, customer Perception can be applied not only to an
entire client database, but also to selected kinds of customers such as:
• Those who have bought certain products, or certain services.
• Those whose purchases exceed a specified amount gain the greatest value from Customer
Perception, it can be combined with market share analysis to reveal the strongest areas that are
being reached, and those that are not being reached.
What is a geographic market worth to your business? Perception Analytics will help you find the
answer. Market potential can be expressed as a function of:
• The number of customers purchasing.
• Amount purchased.
• Frequency of purchase.
In other words, market potential = (how many * how much * how often).
Bottom Up or Top Down Market Analysis
It all depends on your specific needs. Perception Analytics can advise you on the best approach
to sizing any market. We employ various methodologies and data sets to get you the answers you
• A bottom up approach to market sizing starts with your customers. How much and often do
they buy? What is their profile? How many potential customers do you have in the market
based on your customer profiles? How can you reach them?
• A Top down approach starts with market and industry data. It takes a close look at a
geographic market area and profiles the consumers and/or businesses to let you know their
propensity to buy your products and services. Perception Analytics has expertise in both these
approaches to market sizing. We also have a wealth of data sources through partnerships with
the best data providers in the industry. We can match the right data for market analysis to your
business and market strategy.
Cluster Analysis for Customer Perception
We often use lifestyle clustering systems to size consumer markets. Clustering systems operate
under the premise that "birds of a feather flock together." That means people with similar buying
behaviors and demographic profiles tend to live close together. This helps you identify
neighborhoods or markets where your potential is highest.
• Cluster analysis identifies key segments in the population that are more likely
to purchase your products than the average consumer.
• Knowing in which clusters people reside provides a reasonable means of understanding and
predicting how they will behave.
• Understanding which clusters are more likely than others to purchase allows better targeting.
• Clusters are tied to geography, allowing you to identify and prioritize neighborhoods, trade
areas and markets.
Access Market Opportunity
Market analysis services from Perception Analytics will provide the key intelligence we need to
rank and prioritize markets. We will know:
· The top new geographic markets to target based on customer or revenue potential.
· Which markets where we currently do business have untapped potential Gaining this market
understanding is essential to growing and expanding our business. But it isn't enough on its own.
Demographic Site Selection
When we work with Perception Analytics, we will discover that demographic site selection leads
to a sound business site selection decision. We include a series of important analyses when
helping we select new sites, including:
· Customer profiling.
· Perception customer locations.
· Competitive analysis.
· Trade area development and Perception.
· Demographic, Census, and market data analysis.
· Market potential analysis.
Customer profiling services from Perception Analytics create descriptive segments or groups of
your customers. Each segment has specific defining characteristics. A customer segment is not as
simple as applying a demographic label, such as "women age 45-54" or "businesses with revenue
"Those descriptions alone won't tell you enough about your customer. For example, not all
women age 45-54 have the same tendency to purchase your products. So a profile like this may
not help you much, and you may waste resources marketing and selling to the wrong people.
That's why Perception Analytics takes a more comprehensive and disciplined approach to
customer profiling. We use your own customer data, lifestyle cluster data, and analytical
The result is a more accurate description of your customer that can be used to identify areas
where you can find more of your best customers.
What Goes Into a Customer Profile?
What makes up a customer profile? It depends on whether your customers are businesses
or consumers. In either case, you typically start with your own customer data (such as location,
purchases, spending volume), append additional consumer or business data, and then group into
segments that share similar characteristic.
Perception Customer Attitudes
By Cliff Allen
However, it's hard to predict which car someone will buy just by knowing demographic
characteristics. While one person of a certain age, income level, and family situation may drive
an expensive imported car, his next-door neighbor might share the same demographic profile and
drive an inexpensive domestic car.
Thus, the demographic data doesn't explain the difference in automotive preferences. But
understanding the differences in how these two consumers perceive the features and benefits of
automobiles could help marketers understand their needs and interests and which cars they are
likely to prefer.
By surveying consumers about their attitudes toward the leading products in a market, marketers
can map customers' dominant attitudes toward products. Market research companies such as
Simmons conduct detailed interviews to gather the data needed to identify clusters of buyer
Introduction To Prem Motors
It was a humble beginning with a small spare parts shop in 1981 at Gwalior. The journey
from that day till now was not always smooth but with true grit and determination of the
promoters and the employees of the company we have reached where we are today. The
turnover of the company during the financial year 2014-15 has been more than Rs 775
corers approx. We shall continue to grow and have positive impacts on the social and
economic life of our surroundings.
Profile of the Company
Prem Motors Pvt. Ltd. a company incorporated under the Companies Act having its
registered office at Knawels Complex, A G Office Road, Gwalior came into existence as a
Private Limited Company on the 28th day of November, 1990. Mr. Charanjeet Nagpal is the
main promoter of Prem Motors Pvt. Ltd. who established the organization in the year 1990
when he acquired a dealership of Rajdoot Motorcycles, formerly a proprietary firm called
“Prem Motors”. Over the period, with strong intentions, determination and commitment, he
re-established the dealership as a market leader and earned the image of a hardworking
successful entrepreneur. Since then, there was no looking back, the business kept on
increasing in manifolds. The company has the honor of being associated with various
automobile houses as their authorized dealers. Other than being Maruti Suzuki authorized
dealers in Gwalior, Jaipur, Agra, and e-outlets, Prem Motors is also an authorized dealer for
Piaggio, Suzuki and Yamaha. The transport venture was started in 2011 based out of
Gurgaon possessing a fleet of 81 trailers.
Prem Motors are fully committed towards total customer satisfaction.We believe in
continual professional improvement. Hence we keep updating our systems and facilities to
offer the very best for:
•Total Commitment to customer satisfaction.
•Focus on employee’s involvement and improve retention.
•Work professionally and honestly.
A long-term strategy is being the leading benchmark company in the Indian auto motive market
by constant investments in our people and facilities.
Objectives of the Study
The study has been under taken to analyze the customer profile and mapping to understand the
consumer behavior regarding automobile sector.
• To know the customer profile.
• To analyze the exact segregation of the industry of Gwalior.
• To know at which geographical segment the potential customer exist.
• To know the consumer behavior regarding cars on following parameter:
I. To analyze the factors influencing the customer before buying a car.
II. To find out the replacement pattern of customers.
III. To find out the purchase pattern.
A research process consists of stages or steps that guide the project from its conception through
the final analysis, recommendations and ultimate actions.
The research process provides a systematic, planned approach to the research project and
ensures that all aspects of the research project are consistent with each other. Research studies
evolve through a series of steps, each representing the answer to a key question.
This chapter aims to understand the research methodology establishing a framework of evaluati
on and revaluation of primary and secondary research. The techniques and concepts used
during primary research in order to arrive at findings; which are also dealt with and lead to a
logical deduction towards the analysis and results.
I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which
certain issues shall be selected, which I feel remain unanswered or liable to change, this shall
be further taken up in the next stage of exploratory research. This stage shall help me to restrict
and select only the important question and issue, which inhabit growth and segmentation in the
industry. The various tasks that I have undertaken in the research design process are:
• Defining the information need.
• Design the exploratory, descriptive and causal research.
The research process has four distinct yet interrelated steps for research analysis. It has a logical
and hierarchical ordering:
•Determination of information research problem.
• Development of appropriate research design.
• Execution of research design.
• Communication of results. Each step is viewed as a separate process that includes a
combination of task, step and specific procedure. The steps undertake are logical, objective,
systematic, reliable, valid, impersonal and ongoing.
The method I used for exploratory research was:
1. Primary Data.
2. Secondary Data.
PRIMARY DATA is represented:
First classified i.e. grouped qualitatively and quantitatively according to the situation or
the type of the data which was collected.
After classifying is represented in the form of tables i.e. systematically arranged in
columns and rows.
Some of the data is also graphically represented in the form of PIE DIAGRAM.
SECONDARY DATA is represented:
In The Form Of Tables
By the way BAR GRAPHS and SUBDIVIDED BAR GRAPHS ( Graphical
Data collection took place with the help of filling of questionnaires. The questionnaire method
has come to the more widely used and economical means of data collection. I found it essential
to make sure the questionnaire was easy to read and understand to all spectrums of people in the
sample. It was also important as researcher to respect the samples time and energy hence
the questionnaire was designed in such a way, that its administration would not exceed 4-5
minutes. These questionnaires were personally administered. The first hand information was
collected by making the people fill the questionnaires. The primary data collected by directly
interacting with the people.
SAMPLE SIZE AND AREAS COVERED
A customer-based survey was conducted in which 100 people were asked to fill the questionnaire
in which 50 people belong to cities of Gwalior and Shivpuri. Because it was not possible to
consider each and every person of those cities or of villages so, PROBABILITY SAMPLE or
RANDOM SAMPLE was taken.
1) PERCENTAGE OF MARUTI SUZUKI OWNERS
76% of the respondents were owners of Maruti Suzuki.
24% of the respondents were owners of others company.
Owners Of Maruti Suzuki
2) CUSTOMER SATISFACTION RATING
83% of the Respondents were satisfied with their cars and the services of MARUTI
However 17% of the Respondents were dissatisfied at the same time.
CUSTOMER SATISFACTION RATING
3) PREFERENCES OF BUYING A NEW CAR
18% of the respondents would prefer to buy a Maruti Suzuki car against its competitors.
37% of respondents preferred for Maruti Suzuki.
21% and 24% respectively preferred for Hyundai & Honda.
PreferencesOf Buying A New Car
4) WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT MARUTI
Information through Internet and Print media accounts for more than half or 75% of the
information shared with the masses.
Rest 25% was shared by T.V. and Dealers for providing the information.
InformationAbout Maruti Suzuki
5) MARUTI SUZUKI CARS HAS THE MOST FUEL EFFICIENCY
78% of the respondents felt that Maruti Suzuki has the most fuel efficiency.
While 22% felt it isn’t the most fuel efficient.
Fuel Efficiency Of Maruti Suzuki
6) THE FEATURES OF MARUTI SUZUKI AS COMPARED TO OTHER CARS
70% of the respondents felt that the features of the maruti suzuki are good.
While 8% of respondents thought it was not so good, 10% thought it was very good and
12% felt satisfactory about the features.
Features Of Maruti Suzuki
7) THE QUALITIES THAT BEST DESCRIBES MARUTI SUZUKI
Maruti Suzuki is best known for its design & comfort.
Then comes Handling and Fuel Efficiency
Features That Best Describes Maruti
8) HOW DO YOU FIND THE INTERIORS OF MARUTI SUZUKI
The interiors of maruti suzuki are very good according to 74% of the respondents.
16% said it was very good, 7% said it was satisfactory and 3% felt it was not so good.
Interiors Of Maruti Suzuki
NOT SO GOOD
9) WHAT SHOULD BE DONE TO MAKE MARUTI SUZUKI THE BEST CAR
To make it the best car in its class it should be made more futuristic which was
felt by 60% of the respondents.
15% of the respondents thought it should be made more sporty.
10% wanted it to have a retro look and 15% wanted to give it a concept car
What Should Be Done To Make
Maruti Suzuki The Best Car
MAKE IT MORE
MAKE IT MORE SpORTY
GIVE IT A RETRO LOOK
GIVE TO CONCPET CAR
10) ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED BY
Overall 85% of the respondents were happy with the after sales service provided
by Maruti Suzuki.
15% were unhappy with Maruti Suzuki due to poor after sales services provided
Happy With After Sales Services
Provided By Maruti Suzuki
Summary Of Findings
76% of the respondents were owners of Maruti Suzuki.
83% of the Respondents were satisfied with their cars and the services of Maruti Suzuki However
17% of the Respondents were dissatisfied at the same time
18% of the respondents would prefer to buy a Maruti Suzuki car against its competitors
Information through Internet and Print media accounts for more than half or 75% of the
information shared with the masses. Rest 25% was shared by T.V. and Dealers for providing the
78% of the respondents felt that Maruti Suzuki has the most fuel efficiency
70% of the respondents felt that the features of the Maruti Suzuki are good. While 8% of
respondents thought it was not so good, 10% thought it was very good and 12% felt satisfactory
about the features
Maruti Suzuki is best known for its design & comfort. Then comes Handling and Fuel Efficiency.
If Maruti Suzuki is made more affordable then it would win more customers, a theory which was
backed by 72% of the respondents.15% and 13% respectively want cheaper spare parts and more
To make it the best car in its class it should be made more futuristic which was felt by 60% of the
respondents.15% of the respondents thought it should be made more sporty.10% wanted it to
have a retro look and 15% wanted to give it a concept car look.
I have analyzed the attached Balance Sheet of (Maruti Suzuki India Limited Formely Maruti
Udyog Limited), as of Five years comparison and the related Profit and Loss Account and Cash
Flow Statement for the year ended on that dates Annexed thereto !These financial statements are
the Responsibility of the company's management. My pleasure is to express an opinion on these
financial statements based on analysis Those Standards an analysis includes examining, on a test
basis, evidence supporting the amounts and disclosures in the financial statements. An analysis
also includes assessing the accounting principles used and significant estimates, marketing
Techniques, HRM strategies, financial position of the Maruti Udyog Limited.
The company analysis done by me on Maruti Udyog Limited, sorted out that the automobile
industry in India is prosperous and growing with innovating technology.
Cars in the market through different marketing strategies such as pricing strategy, products
development etc. Finally “Maruti Udyog Limited” has it financial trend in ascending order from
previous four years.
Thus, Maruti Udyog Limited, is counting its profits, and fulfilling the Social responsibility, by
making its tag line to be implemented i.e.
Limitations of The Research Project
The research study suffers from following limitations:
The Gwalior market was too vast and it was not possible to cover each and every
customer in the available short span of time.
Generally, the respondents were busy in their work and were not interested in responding.
Respondents were reluctant to disclose complete and information about themselves and
Most respondents were reluctant to provide exact information as in why they
preferred particular company’s car.
The research was conducted in present prevailing conditions. There can be some
fluctuations in the market, which can offset the findings.
The project is carried out for the period of 45 days only.
Measurement of customer satisfaction is complex subject, which uses non- objective
methods, which are not reliable.
Maruti Suzuki should increase their service stations.
Facilities regarding after sales services should be increased.
People were aware about Maurti brand, there should be more brand awareness in the
They should increase advertisement activities.
They should promote more road shows in the respective areas.
The company should promote about the entire feature offered by it.
Everyone is knowing Maruti Suzuki but they are aslo promote their new product because
other competitor are doing that i.e. they are also use all that strategies for stand in market
1. Learning C.N. Sontakki, “Marketing Research”, Himalaya Publishing House, New Delhi,
2. C.R. Kothari, “Research Methodology Methods and Techniques”, New Age International
(Pvt.) Ltd., publishing New Delhi, 2004.
3. Churchill, Gilbert and Dawn Iacobucci, “Marketing Research – Methodological Foundations”,
South-Western, Thomson, 2002.
4. Crosby, Philip, “Quality is free: The art of making quality certain”, McGraw Hill Custom
5. Dr S.C.Gupta, “Statistical Methods”, Sultan Chand & Sons Educational Publishers, New
The Economics Time
I am currently doing my project in MARUTI Company. As a part of my study I am
collecting information of the existing customers to know the consumers
perception on value added services provided by MARUTI.
I kindly request you to fill the following questionnaires.
(C) CONTACT NUMBER
_________15,000-25,000 _________25, 000-50,000
_________50,000-75,000 _________Above 75,000
1. DO YOU OWN A CAR?
o YES o NO
IF YES, THEN WHICH ONE?
(i) MARUTI (ii) OTHERS
2. HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY MARUTI
(i)SATISFIED (ii) DISSATISFIED
3. IF SATISFIED, THEN ARE YOU HAPPY WITH THEIR CHARGES AND
TIMELY DELIVERY THEY WERE OFFERING?
(i)HAPPY (ii) UNHAPPY
4. IF GIVEN A CHOICE TO CHOOSE A CAR COMPANY, WHICH COMPANY
WOULD YOU CHOOSE?
(i) MARUTI (ii) Others
5. WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT MARUTI
(i)DEALERS (ii) PRINT MEDIA
(iii)T.V. (iv) INTERNET
6. DO YOU THINK MARUTI SUZUKI HAS THE MOST FUEL EFFICIENCY?
(i)YES (ii) NO
7. HOW DO YOU FIND THE FEATURES OF MARUTI SUZUKI AS COMPARED TO
(i)GOOD (ii) VERY GOOD
(iii)NOT SO GOOD (iv) SATISFACTORY
8. WHICH OF THESE QUALITIES DO YOU THINK BEST DESCRIBES MARUTI
(i)HANDLING (ii) FUEL EFFICIENCY
(iii)DESIGN (iv) COMFORT
9. HOW DO YOU FIND THE INTERIORS OF MARUTI SUZUKI?
(i)GOOD (ii) VERY GOOD
(iii)SATISFACTORY (iv) NOT SO GOOD
10. ACCORDING TO YOU WHAT SHOULD BE DONE TO IMPROVE MARUTI
(i) MAKE IT MORE AFFORDABLE
(ii) CHEAPER SPARE PARTS
(iii)MORE SERVICE STATIONS
11. ACCORDING TO YOU WHAT SHOULD BE DONE TO MAKE MARUTI SUZUKI
THE BEST CAR?
(i)MAKE IT MORE FUTURISTIC
(ii)MAKE IT MORE SPORTY
(iii)GIVE IT A RETRO LOOK
(iv)GIVE IT A CONCEPT CAR LOOK
12. ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED BY
(i) YES (ii) NO
(iii) HAPPY BUT IT CAN BE BETTER