Consumer Behaviour and Awareness Towards Maruti Suzuki

A
PROJECT ON
CONSUMER BEHAVIOUR AND AWARENESS
IN
MARUTI SUZUKI LIMITED at KARLO AUTOMOBILE, GAYA
(In Partial fulfilment of the Degree of BBM)
Mirza Ghalib College, Magadh University, Gaya
Under supervision of: Submitted By
M KASHIF RAZA KHAN GULFAM KHAN
Dept. of Buisness Management CLASS:
Mirza GhalibCollege Gaya CLASS ROLL:
Magadh University,Bodhgaya EXAM ROLL:
REG. NO:
SESSION:

TABLE OF CONTENTS
1. PREFACE
2. EXECUTIVE SUMMARY
3. INTRODUCTION TO THE STUDY
4. IMPORTANCE OF STUDY
5. ABOUT MARUTI SUZUKI LIMITED
6. ABOUT KARLO AUTOMOBILES
7. LITERATURE REVIEW
8. RESEARCH METHODOLOGY
9. DATA ANALYSIS AND FINDING
10. RECOMMENDATIONAND SUGGESTION
11. CONCLUSION
12. ANNEXURE
13. BIBLIOGRAPHY

PREFACE
This project is empirical presentation of “consumer behaviour & awareness towards
Maruti Udyog ltd.” In Gaya from “Karlo automobiles ltd. Bodhgaya”
Consumer behaviour & awareness occupies an important and place in an
organisation. Today most business transactions are conducted online or via
electronic means, consumers must be especially diligent about practicing consumer
awareness -- protecting their identities and their resources against criminals who
would exploit them. Consumers should be vigilant and aware of potential problems
so they don't get ripped off by con artists. Consumers can learn how to protect their
privacy, analyse advertisements, recognize scams and become a smart car buyer
and home buyer using online and offline resources. Spending the time to become an
aware consumer is well worth the effort to avoid paying more than is necessary -- or
worse, leaving your entire bank account and financial history open to attack.
The organisation uses various measures to trace out and measure the consumer
awareness & behaviour and satisfaction they open various “customer care and
satisfaction” centres. They even conduct survey over it know about this customer.
This report is also based on the survey, which is conducted over 300 customers of
Maruti vehicles (different brands) from different locality in the Gaya town.

EXECUTIVE SUMMARY
The main objective of this project is to demonstrate the newly
launched Maruti Alto 800 in the commercial vehicle
It was necessary to use the techniques of application matrix to
find out the major segment where 4 wheelers have a strong
presence. The survey revealed the 5 major segments
dominated by 4 wheelers
And the reason for it, thus providing foundation for suggesting
the ways in which Maruti Alto 800 should be marketed in these
segments. The operating economics were studied in the brief to
get an idea about the commercial viability of these vehicles.
The sale promotion / demo were done mostly in the locality of
that area covering. Manpur, Bodhgaya, katari, Gaya town to
identify the major before and pockets which can be targeted.
The study of consumer & provided valuable insights in to the
buying behaviour and the decision making related to
commercial vehicle business.

INTRODUCTION TO THE PROJECT WORK
The main aim of my study is to appraise that whether the sales promotional
on Maruti alto 800 is successful in Indian content or not for this purpose I
critically examined the sales promotional activities of Maruti Suzuki (Maruti
alto 800) and its impact on the target markets of Maruti alto 800 during my
training in Gaya territory. And I came to a conclusion that sale promotional
activities of Maruti alto 800 are getting good response from consume but there
are some lacunawhich need to be removed. And someimprints are needed.
Objective of project study
As the title suggest our in is to position the Maruti alto 800 to be launched in
the 4 wheeler segment, our objective are
 Identify sectoral& segmental pockets
 Impactof luxiourous car on 4 wheeler segment
 Expected marketshare fromthe day of launching.
 Analysis of customer of Maruti alto and their mode of finance.
Research design
Maruti Suzuki to splurge Rs.12 crore to produce million units of Rs.1 lakh
car, profit rises 25% to Rs. 1913 crorein 2006-07
During 2000-07 the firm registered a profit after tax of Rs.1528 crore.
Net income from operations, led by a sturdy growth in commercial vehicles
sales, grew 33% at Rs.27, 535 crore for the year. For the Fourth quarter of the
financial year, better sales realisations pushed net profit up to 26% to Rs.576
croreeven through net income fromoperations rose20% to Rs.8267 crore

INTRODUCTION TO MARUTI SUZUKI
Maruti Suzuki is India and Nepal's leading automobile manufacturer and
the market leader in the car segment,both in terms of volume of
vehicles sold and revenue earned. Until recently, 18.28% of the
company was owned by the Indian government, and 54.2%
by Suzuki of Japan. The BJP-led governmentheld an initial public
offering of 25% of the company in June 2003.As of 10 May 2007,the
government of India sold its complete share to Indian financial
institutions and no longer has any stake in Maruti Udyog.
MarutiUdyog Limited (MUL) was established in February 1981,though
the actual production commencedin 1983 with the Maruti 800,based on
the Suzuki Alto kei car which at the time was the only modern car
available in India, its only competitors-the Hindustan
Ambassador and Premier Padmini were both around 25 years out of
date at that point. Through 2004,Maruti Suzuki has produced over5
Million vehicles. Maruti Suzuki’s are sold in India and various several
other countries, depending upon export orders.Models similar to Maruti
Suzuki’s (but not manufactured by Maruti Udyog) are sold by Suzuki
Motor Corporation and manufactured in Pakistan and other South
Asian countries
Manufacturing facilities
Maruti Suzuki has two manufacturing facilities in India. Both
manufacturing facilities have a combined productioncapacity of 14,
50,000 vehicles annually. During a recent meeting of the Gujarat chief
minister with Suzuki Motor Corp chairman & CEO Osamu Suzuki, the
Chairman had said that the work on car manufacturing plant at Mandal
near Ahmadabad would be started soon.
1. Gurgaon Manufacturing Facility
The Gurgaon Manufacturing Facility has three fully integrated
manufacturing plants and is spread over 300 acres (1.2 km2
). All three
plants have an installed capacity of 350,000 vehicles annually but
productivity improvements have enabled it to manufacture 900,000
vehicles annually. The Gurgaon facilities also manufacture 240,000 K-
Series engines annually. The entire facility is equipped with more than
150 robots, out of which 71 have been developed in-house. The
Gurgaon Facilities manufactures
the 800, Alto, Wagonr, Estilo,Omni, Gypsy, Ertiga and Eeco.

2. Manesar Manufacturing Facility
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
550,000 vehicles annually. The Manesar Plant produces the A-
star, Swift, Swift DZire, SX4 and Ritz.
Sales and service network
As of 31 March 2011 Maruti Suzuki has 933 dealerships across 666
towns and cities in all states and union territories of India. It has 2,946
service stations (inclusive of dealer workshops and Maruti Authorised
Service Stations) in 1,395 towns and cities throughout India.]
It has 30
Express Service Stations on 30 National Highways across 1,314 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.
.
"Maruti Finance marks the coming together of the biggestplayers
in the car finance business.They are the benchmarks inquality and
efficiency.Combined with Maruti volumes and networked
dealerships,this will enableMarutiFinanceto offer superior
service and competitive rates in the marketplace".
— Jagdish Khattar,Managing directorof MarutiUdyog Limitedin a
press conference announcing the launchof MarutiFinanceon 7
January 2002

ABOUT KARLO AUTOMOBILES PVT.LTD
Karlo Automobiles is one of the leading names in the
automobile business in the state of Bihar. It has taken
authorized dealership of Maruti in other towns as well, including
the capital city of Patna. One comes across all popular brands
of Maruti cars at the Maruti showroom at Bodhgaya. However,
from the sales perspective the city has seen mostly low cost
Maruti cars
Being more popular. The likes of Maruti 800, Omni, and Alto,
Swift and alto 800 are making waves in Bodhgaya.
Total turnover as a 31st march 2011 is rs 100 crore approx

LITERATURE REVIEW
CONSUMER BEHAVIOUR
Consumer behaviour is the study of individuals, groups, or organizations and the processes
they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy
needs and the impacts that these processes have on the consumer and society. It blends
elements from psychology, sociology, social anthropology and economics. It attempts to
understand the decision-making processes of buyers, both individually and in groups. It
studies characteristics of individual consumers such as demographics and behavioural
variables in an attempt to understand people’s wants. It also tries to assess influences on
the consumer from groups such as family, friends, reference groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer. Research has shown that consumer
behaviour is difficult to predict, even for experts in the field. Relationship marketing is an
influential asset for customer behaviour analysis as it has a keen interest in the re-discovery
of the true meaning of marketing through the re-affirmation of the importance of the
customer or buyer. A greater importance is also placed on consumer retention, customer
relationship management, personalisation, customisation and one-to-one marketing. Social
functions can be categorized into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrow’s possibility
theorem is used for a social function, social welfare function is achieved. Some specifications
of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity,
homogeneity and weak and strong Pareto optimality. No social choice function meets these
requirements in an ordinal scale simultaneously. The most important characteristic of a social
function is identification of the interactive effect of alternatives and creating a logical relation
with the ranks. Marketing provides services in order to satisfy customers. With that in mind,
the productive system is considered from its beginning at the production level, to the end of
the cycle, the consumer (Kioumarsi et al., 2009).
ACCORDING TO WEBSTER DICTIONARY,” consumer behaviour is all psychological, social &
physical behaviour of potential consumer as they become aware of evaluate purchase
,consume & tell other people about product and services.”
ACCORDING TO KURTZ & BOONE ,”consumer behaviour consists of the act of the individual
in obtaining and using goods & services including the decision preceves & determine these
act”
ACCORDING TO WALTER & PAUL , “consumer behaviour is the process where why
individual decide whether ,what ,when , where , how and from whom to purchase goods
and services”

ACCORDING TO MOWEN, “consumer behaviour is the decision process and physical activity
individual engage in when evaluating acquiring using or disposing of goods and services.”
ACCORDING TO JACOB, “ consumer behaviour reflects the totally of consumer decision with
respect to the aquision usage & disposition of goods , services , time & ideas by human
decision making unit.”
CONSUMER AWARENESS
In the modern economic age, when most business transactions are conducted online
or via electronic means, consumers must be especially diligent about practicing
consumer awareness -- protecting their identities and their resources against
criminals who would exploit them. Consumers should be vigilant and aware of
potential problems so they don't get ripped off by con artists. Consumers can learn
how to protect their privacy, analyze advertisements, recognize scams and become
a smart car buyer and home buyer using online and offline resources. Spending the
time to become an aware consumer is well worth the effort to avoid paying more
than is necessary -- or worse, leaving your entire bank account and financial history
open to attack
1. Consumer Action
Consumers who want advice about buying big-ticket items such as a car or a home
can get information on the Consumer Action Website. Tips for buying a car include
comparing vehicles for performance, safety and service; finding out how much the
dealer paid for the car; learning about manufacturer's rebates; comparing prices
from different dealers; and avoiding costly extras such as extended warranties. Tips
for buying a home include working with a real estate agent who represents you, the
buyer; comparing prices of recently sold homes in the neighbourhood that are
similar; and having the property inspected by a professional.
2. Health
There is so much information available about health care it is sometimes difficult to
separate effective and approved remedies from scams. The Federal Trade
Commission publication "Who Cares: Information about Health Care Products and
Services" helps older consumers by providing links to organizations on a variety of
topics. These include alternative medicine, care giving, generic drugs and hormone
therapy. The FTC also provides a website with information about health scams,
including false cures for cancer and ineffective weight loss products and dietary
supplements

MARKETING RESEARCH
Marketing research is "the function that links the consumers, customers, and public
to the marketer through information — information used to identify and define
marketing opportunities and problems; generate, refine, and evaluate marketing
actions; monitor marketing performance; and improve understanding of marketing as
a process. Marketing research specifies the information required to address these
issues, designs the method for collecting information, manages and implements the
data collection process, analyzes the results, and communicates the findings and
their implications.
It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues
relating to marketing products and services. The goal of marketing research is to identify and assess
how changing elements of the marketing mix impacts customer behaviour. The term is commonly
interchanged with market research; however, expert practitioners may wish to draw a distinction, in
that market research is concerned specifically with markets, while marketing research is concerned
specifically about marketing processes.
Marketing research is often partitioned into two sets of categorical pairs, either by
target market:
 Consumer marketing research, and
 Business-to-business (B2B) marketing research
Or, alternatively, by methodological approach:
 Qualitative marketing research, and
 Quantitative marketing research
Consumer marketing research is a form of applied sociology that concentrates on
understanding the preferences, attitudes, and behaviours of consumers in a market-
based economy, and it aims to understand the effects and comparative success of
marketing campaigns. The field of consumer marketing research as a statistical
science was pioneered by Arthur Nielsen with the founding of
the ACNielsen Company in 1923.
Thus, marketing research may also be described as the systematic and objective
identification, collection, analysis, and dissemination of information for the purpose of
assisting management in decision making related to the identification and solution of
problems and opportunities in marketing.
Role of marketing research (MR)
The task of marketing research (MR) is to provide management with relevant,
accurate, reliable, valid, and current information. Competitive marketing environment
and the ever-increasing costs attributed to poor decision making require that
marketing research provide sound information. Sound decisions are not based on
gut feeling, intuition, or even pure judgment.

Marketing managers make numerous strategic and tactical decisions in the process
of identifying and satisfying customer needs. They make decisions about potential
opportunities, target market selection, market segmentation, planning and
implementing marketing programs, marketing performance, and control. These
decisions are complicated by interactions between the controllable marketing
variables of product, pricing, promotion, and distribution. Further complications are
added by uncontrollable environmental factors such as general economic conditions,
technology, public policies and laws, political environment, competition, and social
and cultural changes. Another factor in this mix is the complexity of consumers.
Marketing research helps the marketing manager link the marketing variables with
the environment and the consumers. It helps remove some of the uncertainty by
providing relevant information about the marketing variables, environment, and
consumers. In the absence of relevant information, consumers' response to
marketing programs cannot be predicted reliably or accurately.
Ongoing marketing research programs provide information on controllable and non-
controllable factors and consumers; this information enhances the effectiveness of
decisions made by marketing managers.
Traditionally, marketing researchers were responsible for providing the
relevant information and marketing decisions were made by the managers. However,
the roles are changing and marketing researchers are becoming more involved in
decision making, whereas marketing managers are becoming more involved with
research. The role of marketing research in managerial decision making is explained
further using the framework of the "DECIDE" model:
The DECIDE model conceptualizes managerial decision making as a series of six
steps. The decision process begins by precisely defining the problem or opportunity,
along with the objectives and constraints Next, the possible decision factors that
make up the alternative courses of action (controllable factors) and uncertainties
(uncontrollable factors) are enumerated. Then, relevant information on the
alternatives and possible outcomes is collected. The next step is to identify and
select the best alternative based on chosen criteria or measures of success. Then a
detailed plan to develop and implement the alternative selected is developed and put
into effect. Last, the outcome of the decision and the decision process itself
are evaluated.
Marketing research characteristics
First, marketing research is systematic. Thus systematic planning is required at all
the stages of the marketing research process. The procedures followed at each
stage are methodologically sound, well documented, and, as much as possible,
planned in advance. Marketing research uses the scientific method in that data are
collected and analyzed to test prior notions or hypotheses. Experts in marketing
research have shown that studies featuring multiple and often competing hypotheses
yield more meaningful results than those featuring only one dominant hypothesis

Marketing research is objective. It attempts to provide accurate information that
reflects a true state of affairs. It should be conducted impartially. While research is
always influenced by the researcher's research philosophy, it should be free from the
personal or political biases of the researcher or the management. Research which is
motivated by personal or political gain involves a breach of professional standards.
Such research is deliberately biased so as to result in predetermined findings. The
objective nature of marketing research underscores the importance of ethical
considerations. Also, researchers should always be objective with regard to the
selection of information to be featured in reference texts because such literature
should offer a comprehensive view on marketing. Research has shown, however,
that many marketing textbooks do not feature important principles in marketing
research.
Classification of marketing research
Organizations engage in marketing research for two reasons: (1) to identify and (2) solve marketing
problems. This distinction serves as a basis for classifying marketing research into problem
identification research and problem solving research.
Problem identification research is undertaken to help identify problems which are, perhaps, not
apparent on the surface and yet exist or are likely to arise in the future like company image, market
characteristics, sales analysis, short-range forecasting, long range forecasting, and business
trends research. Research of this type provides information about the marketing environment and
helps diagnose a problem. For example, The findings of problem solving research are used in making
decisions which will solve specific marketing problems.
The Stanford Research Institute, on the other hand, conducts an annual survey of consumers that is
used to classify persons into homogeneous groups for segmentation purposes. The National
Purchase Diary panel (NPD) maintains the largest diary panel in the United States.
Standardized services are research studies conducted for different client firms but in a standard way.
For example, procedures for measuring advertising effectiveness have been standardized so that the
results can be compared across studies and evaluative norms can be established. The Starch
Readership Survey is the most widely used service for evaluating print advertisements; another well-
known service is the Gallup and Robinson Magazine Impact Studies. These services are also sold on
a syndicated basis.
 Customized services offer a wide variety of marketing research services customized to suit a
client's specific needs. Each marketing research project is treated uniquely.
 Limited-service suppliers specialize in one or a few phases of the marketing research project.
Services offered by such suppliers are classified as field services, coding and data entry, data
analysis, analytical services, and branded products. Field services collect data through mail,
personal, or telephone interviewing, and firms that specialize in interviewing are called field
service organizations. These organizations may range from small proprietary organizations which
operate locally to large multinational organizations with WATS line interviewing facilities. Some
organizations maintain extensive interviewing facilities across the country for interviewing
shoppers in malls.
 Coding and data entry services include editing completed questionnaires, developing a coding
scheme, and transcribing the data on to diskettes or magnetic tapes for input into the computer.
NRC Data Systems provides such services.

 Analytical services include designing and pretesting questionnaires, determining the best means
of collecting data, designing sampling plans, and other aspects of the research design. Some
complex marketing research projects require knowledge of sophisticated procedures, including
specialized experimental designs, and analytical techniques such as conjoint analysis and
multidimensional scaling. This kind of expertise can be obtained from firms and consultants
specializing in analytical services.
 Data analysis services are offered by firms, also known as tab houses, that specialize in
computer analysis of quantitative data such as those obtained in large surveys. Initially most data
analysis firms supplied only tabulations (frequency counts) and cross tabulations (frequency
counts that describe two or more variables simultaneously). With the proliferation of software,
many firms now have the capability to analyze their own data, but, data analysis firms are still in
demand.
 Branded marketing research products and services are specialized data collection and analysis
procedures developed to address specific types of marketing research problems. These
procedures are patented, given brand names, and marketed like any other branded product.
Types of marketing research
Marketing research techniques come in many forms, including:
 Ad Tracking – periodic or continuous in-market research to monitor
a brand’s performance using measures such as brand awareness, brand
preference, and product usage. (Young, 2005)
 Advertising Research – used to predict copy testing or track the efficacy of
advertisements for any medium, measured by the ad’s ability to get attention
(measured with AttentionTracking), communicate the message, build the brand’s
image, and motivate the consumer to purchase the product or service. (Young,
2005)
 Brand equity research - how favorably do consumers view the brand?
 Brand association research - what do consumers associate with the brand?
 Brand attribute research - what are the key traits that describe the brand
promise?
 Brand name testing - what do consumers feel about the names of the products?
 Commercial eye tracking research - examine advertisements, package designs,
websites, etc. by analyzing visual behaviour of the consumer
 Concept testing - to test the acceptance of a concept by target consumers
 Cool hunting - to make observations and predictions in changes of new or
existing cultural trends in areas such as fashion, music, films, television, youth
culture and lifestyle
 Buyer decision making process research - to determine what motivates people to
buy and what decision-making process they use; over the last
decade, Neuromarketing emerged from the convergence of neuroscience and
marketing, aiming to understand consumer decision making process
 Copy testing – predicts in-market performance of an ad before it airs by
analyzing audience levels of attention, linkage, motivation, entertainment, and
communication, as well as breaking down the ad’s flow of attention and flow of
emotion. (Young, p 213)

 Customer satisfaction research - quantitative or qualitative studies that yields an
understanding of a customer's satisfaction with a transaction
 Demand estimation - to determine the approximate level of demand for the
product
 Distribution channel audits - to assess distributors’ and retailers’ attitudes toward
a product, brand, or company
 Internet strategic intelligence - searching for customer opinions in the Internet:
chats, forums, web pages, blogs... where people express freely about their
experiences with products, becoming strong opinion formers.
 Marketing effectiveness and analytics - Building models and measuring results to
determine the effectiveness of individual marketing activities.
 Mystery consumer or mystery shopping - An employee or representative of the
market research firm anonymously contacts a salesperson and indicates he or
she is shopping for a product. The shopper then records the entire experience.
This method is often used for quality control or for researching competitors'
products.
 Positioning research - how does the target market see the brand relative to
competitors? - What does the brand stand for?
 Price elasticity testing - to determine how sensitive customers are to price
changes
 Sales forecasting - to determine the expected level of sales given the level of
demand. With respect to other factors like Advertising expenditure, sales
promotion etc.
 Segmentation research - to determine the demographic, psychographic, and
behavioural characteristics of potential buyers
 Online panel - a group of individual who accepted to respond to marketing
research online
 Store audit - to measure the sales of a product or product line at a statistically
selected store sample in order to determine market share, or to determine
whether a retail store provides adequate service
 Test marketing - a small-scale product launch used to determine the likely
acceptance of the product when it is introduced into a wider market
 Viral Marketing Research - refers to marketing research designed to estimate the
probability that specific communications will be transmitted throughout an
individual's Social Network. Estimates of Social Networking Potential (SNP) are
combined with estimates of selling effectiveness to estimate ROI on specific
combinations of messages and media.
All of these forms of marketing research can be classified as either problem-
identification research or as problem-solving research.
There are two main sources of data - primary and secondary. Primary research is
conducted from scratch. It is original and collected to solve the problem i n hand.
Secondary research already exists since it has been collected for other purposes. It
is conducted on data published previously and usually by someone else. Secondary
research costs far less than primary research, but seldom comes in a form that
exactly meets the needs of the researcher.

A similar distinction exists between exploratory research and conclusive research.
Exploratory research provides insights into and comprehension of an issue or
situation. It should draw definitive conclusions only with extreme caution. Conclusive
research draws conclusions: the results of the study can be generalized to the whole
population.
Exploratory research is conducted to explore a problem to get some basic idea about
the solution at the preliminary stages of research. It may serve as the input to
conclusive research. Exploratory research information is collected by focus group
interviews, reviewing literature or books, discussing with experts, etc. This is
unstructured and qualitative in nature. If a secondary source of data is unable to
serve the purpose, a convenience sample of small size can be collected. Conclusive
research is conducted to draw some conclusion about the problem. It is essentially,
structured and quantitative research, and the output of this research is the input
to management information systems (MIS).
Exploratory research is also conducted to simplify the findings of the conclusive or
descriptive research, if the findings are very hard to interpret for the marketing
managers.
Marketing research methods
Methodologically, marketing research uses the following types of research designs:
Based on questioning
 Qualitative marketing research - generally used for exploratory purposes -
small number of respondents - not generalizable to the whole population -
statistical significance and confidence not calculated - examples
include focus groups, in-depth interviews, and projective techniques
 Quantitative marketing research - generally used to draw conclusions -
tests a specific hypothesis - uses random sampling techniques so as to
infer from the sample to the population - involves a large number of
respondents - examples include surveys and questionnaires. Techniques
include choice modelling, maximum difference preference scaling,
and covariance analysis.
Based on observations
 Ethnographic studies - by nature qualitative, the researcher observes
social phenomena in their natural setting - observations can occur cross-
sectionally (observations made at one time) or longitudinally (observations
occur over several time-periods) - examples include product-use analysis
and computer cookie traces. See also Ethnography and Observational
techniques.
 Experimental techniques - by nature quantitative, the
researcher creates a quasi-artificial environment to try to control

spurious factors, then manipulates at least one of the research
to get background information, then conduct a focus group
(qualitative research design) to explore the issues. Finally they
might do a full nation-wide survey (quantitative research design)
in order to devise specific recommendations forthe client.
MARUTI SUZUKI MISSION
PURPOSETO CREATEECONOMIC ASSETFOR ROAD TRANSPORTATIONFOR
THE BULK MOVEMENTOF GOODS AND PEOPLE PARTICIPATEMANAGING
THESE OVER THE LIFE OF ASSETS IN ORDER TO CREATEAND CAPTURE
ECONOMIC VALUES.
MARUTI SUZUKI VISION
To be world class corporate constantly furthering the interest of all its stake
holders
CORE VALUE
INTEGRITY
CUSTOMER FOCUSCORPORATECITIZENSHIP
PASSION FOR
ENGINEERING

Research Methodology
The survey on the topic “consumer behaviour and awareness towards Maruti
udhyog ltd.”was carried by personal interview of about 300 maruti owners
present in the Gaya town.
Some of the major area was survey was emphasizedare:-
 Magadh university
 Gaya college
 Mirzagalibcollege
 Lic office
 NIIT
 Civil line police station
 A. p .colony
 S.B.I
 Bajaj Allianz
 HDFC bank & magadh gramin bank
 ICICI prudential life insurance
 Bodh Gaya town
 Itwan village
 Income & sales tax office
The sales is based on the primary data collected by moving government sector
and institutes and banking institution etc., secondary data as well as collected
fromwebsite of Maruti udhyog ltd.
The data are analysed by the satistitical method and are representing by some
pictorial figures like bar diagram and pie diagram.
Ithas been tried to get the result correctand the figures are in approx

DEMAND BY THE OWNERS OVER THE PARTICULAR
BRAND
 Dashboardand a/c shouldbe changed
 Seatshouldbe adjustable
 Bumperisalwaysloose
 Seatingarrangement&luggage carriershouldbe more spacious
 Front glassshouldbe developed
 There shouldbe powersteering&powerstation
 Interiordecorationshouldbe more
 Speedandpickupshouldbe increased
 Needpowerfulbreak
 Shockershouldbe equivalent
MOST IMPORTANT LIKED BY THE OWNER IN
THEIR BRAND
The purchasing of vehicle by the people depends upon the requirement of the owners
they also purchase the vehicle thinking certain feature about the particular brands.
A question was asked during the survey “what is the most important feature they liked
in their brands” we have joined various type of features for the particular brand whether
are Maruti 800 , omni, a-star, alto 800 etc by the owners.
It has been highlights some important features graded by owner
DEMAND BY THE OWNERS OVER THE PARTICULAR
BRAND
Thoughtthe ownerscalculate variousfeature aboutthe brandsof the Maruti. Buttheyhave also not
forgetto countcertainshortcoming,demeritsandsome change or improvementsinthe particulars
models
Theyhave toldoverall performingof Maruti vehicle isgoodbuttheyhave identifiedsome
shortcomingafterdrivingthe modelslike Maruti 800, omni & alto 800

 ENGINE CAPICITY :- 796CC
 MILAGE :- 16.1 KM/L
 CYLINDER :- 3
 VALVE :- 6
 FUEL TYPE :- PETROL
 FUEL TANK :- 28 LITRE
 TURNING RADIUS :- 1.5 METRE
 GROUND CLEARANCE:- 170 MILLI METRE
 MAX POWER :- 387PS @5000RPM
 MAX TORQUE :- 59NM @2500 RPM
 ENGINE TYPE :- MPFI
FEATURES
 Smooth running with good balance on the road
 Easy maintenance
 Cheap and best for small family
 Good for town & city like Gaya & Patna (when there is traffic problem)
 Comfortable , safe and secure
 Fuel efficient and good mileage

 CYLINDER :- 3
 VALVE :- 12
FEATURES
 STYLIST FRONT BUMPER
 LUGGAGE COMPARTMENT CARPET
 FRONT DOOR POCKET
 ROTARY CONTROL FOR AC
 BOOSTER ASSISTED BRAKES

 CYLINDER :- 3
 VALVE :- 12
 FUEL TANK :- 4.1LITRE
 MAX POWER :- 33.3@5000RPM
FEATURES
 RECLINING FRONT SEAT
 STEERING LOCK
 FRONT SEAT BELT(ELR)
 2 SPEED WINDSHEILD WIPER
 FRONT & REAR THERMOPLASTIC BUMPER
 BODY GRAPHICS

 CYLINDER :- 3
 VALVE :- 12
 MAX TORQUE :- 90 NM @2500 RPM
FEATURES
 BODY COLOURED WIDE BUMPERED
 AC WITH HEATER
 POWER STEERING
 POWER WINDOW
 CABEN LAMP
 CHILD LOCK

 MILAGE :- 19KM/L
 CYLINDER :- 3
 VALVE :- 12
 ENGINE TYPE :- K10B
FEATURES
 CHILD LOCK(REARDOOR)
 FRONTDOOR LAMB
 STEERING LOCK
 SEAT FABRIC
 POWER WINDOW
 CENTRAL DOORLOCK

 CYLINDER :- 4
 VALVE :- 16
 FUEL TANK :- 40LITRE
 TURNING RADIUS :- 4.5METRE
 ENGINE TYPE :- ALUMINIUM
FEATURES
 HEATER
 INTERIORCOLOUR
 BADGING
 AIRCONDITION
 FRONTCABEN LAMB
 REAR CABIN LAMB

 CYLINDER :- 3
 VALVE :- 12
 ENGINE TYPE :- K10B
FEATURES
 BLUE –TENT HEAD LAMBS
 STYLISH TAIL GATE
 WHEEL CAPS
 FRONTCABIN LAMBS(3 POSTION)
 GLOVE BOX
 WIDE OPENINGDOOR

 ENGINE CAPICITY :- ( P)1197CC,(D)1248CC
 MILAGE :- (P)17.7KM/L
 CYLINDER :- 4
 VALVE :- 16
 FUEL TYPE :- PETROL.DIESEL
 MAX POWER :- (P) 85PS @6000RPM (D)90PS@4000RPM
 MAX TORQUE :- (P)113NM @4500 RPM(D)190NM@2000RPM
 ENGINE TYPE :- K-SERIES/DDIS
FEATURES
 CENTRAL LOCKING
 POWER STEERING
 AIRCONDITION
 DOUBLE HORN
 REAR FOG LAMB
 FRONTFOG LAMP

 MILAGE :- 19 KM/L
 CYLINDER :- 3
 VALVE :- 12
 ENGINE TYPE :- K-SERIES

SHARE OF MODELS IN MARUTI
DIFFERENT BRANDS OF MARUTI
Though the Maruti is leading vehicle producers of india but some of its brand is more
popular and has good market share in the city.
From the above figure we conclude following things.
1. New brand of Maruti are present in market inspite of that consumers still have the
faith in Maruti 800, that is why it has 23% in total brand of Maruti
2. Omni requires 24% market share
3. Alto 800 occupies 39 % market share
4. Zen occupies 7% market share
5. Esteem and wagon R has low share that is 2 % each in Maruti brand
6. SX4 & swift occupies 4 % market share each in Maruti brand
omni
esteem
alto 800
wagon R
zen
swift
sx4
maruti 800

DEMAND FOR DIFFERENT MODELS
After asking the question about the remarks of the various models . We have got the
following data
Maruti 800
Omni
Alto 800
A - star
very good
good
average
very good
good
average
very good
good
average
very good
good
average

NAME OF THE SERVICE CENTRE
Providing servicing to the vehicle is one of the most critical requirements and considering
over this point various company has open their servicing centre in the city and town. Being
the largest car manufacturing units “Maruti udhyog ltd” has also setup its authorised
servicing centre region by region.
Karlo is been authorised by the “Maruti udhyog ltd.” As authorised servicing centre in Gaya.
But some other centre which are known as “M.A.S” is also prevailing in city such as “Maruti
care , auto care , pioneer etc these “M.A.S” centres are somehow able to attract many
customers.
The following diagram will show the condition of centres which are providing servicing for
the vehicle.
a. 40% of the total owners go for local mechanics or workshop and other town for the
servicing of their vehicles. Some of these customer also.
b. 25% owners come to “Karlo Automobiles Ltd.” For the servicing of their vehicle.
Some of these customer also.
c. 17% of the vehicle owners go to Auto care (which is M.A.S.) for the service of their
vehicle
d. 11% owners go to Maruti care which is also a M.A.S. for the servicing of the vehicle

TYPES OF SERVICE
As it discussed earlier that type of servicedepends upon the running upon
the running of the vehicle thereforethe servicing data is almostthe same as of
running of vehicle.
 81% vehicle has travelled morethan 10000 km. thereforethese
customers arepaying servicing chargefree of cost.
 9% vehicle has travelled between 10000-6000 km. thereforethey have
been given 2nd
serviceby the servicing centre free of cost
 7% vehicle has travelled between 6000-1000 km. thereforethey have
been given 3rd
service by the centre .
 3% vehicle has travelled less 1000 km. therefore they have been
provided firstservicing.
1st
2nd
3rd
paid/s

SATISFACTION FROM SERVICING CENTRE
Since servicing play an importantrole for the owner’s vehicle. Thereforethe
servicecentre tries maximum effortto satisfy the owners by their working
ability are somecustomers who are not satisfied.
It has been tried to highlights the satisfaction & dissatisfaction of different
owners fromdifferentservicing centre.
auto care
satisfied
dissatisfied
poineer
satisfied
dissatisfied
maruti care
satisfaction
dissatisfactio
n
karlo
satisfied
dissatisfied

Running of the vehicle
Running of the vehicle plays a vital role in deciding the service provided to the vehicle are
following the criteria on which the type of service detailed :-
a. Less than 1000 km or one month 1st service
b. Between 1000 km -6000 km or 6m/s 2nd service
c. Between 6000 km – 10000 km or 1 year 3rd service
d. More than 1000 km paid service
The following report was found after conducting the survey
a. The vehicle of 81 % owners has travelled more than 10000 km or one year
b. 7% owners vehicle has travelled between 6000-10000 km or 1 year
c. 9% vehicle has travelled between 1000-6000 km or 6 m/s
d. Only 3% owners vehicles has travelled less than 1000 km or 1 month
0
20
40
60
80
100
upto 1000 1000-6000 6000-10000 more than 10000

RECOMMENDATION AND SUGGESTION
i. Karlo automobile ltd. Should advertse about itself by giving their advertisement ob
T.V, newspapers &by distributing pamphlets or by placing holdings on road side.
ii. Karlo should try to increase the ratio of satisfied customers from its servicing as its
66.6% only
iii. Karlo should try to improve their quality of work
iv. Some programme should be carried out by Maruti Udhyog Ltd. To adjust new
facilties in old models like A/C
v. Maruti Udhyog ltd. Should provide a mobile servicing van
Why customer don’t go to karlo
Whenthe questionwere askedbythe customerthenthere wasa questionfromeachof
customer’swhethertheyare intouchwith KARLO AUTOMOBi We have gotan amazing
resultsasanswerwhichare beengradedbelow.
 52% toldthat theywere unaware aboutthe openingof the “KARLO AUTOMOBILES LTD”
 27% toldthat theyare the regularcustomersof “KARLO AUTOMOBILES LTD”
 21% have toldthat theywill visit “KARLOAUTOMOBILELTD” inthe comingfuture.

PROBLEMS
 More than 50% customers are unaware about “karlo automobile
ltd” centre ,Bodh-Gaya
 Many customers told that that “KARLO AUTOMOBILE “
BodhGaya is located outside the town
 Many customers are aware of “KARLO AUTOMOBILE” but
don’t know about its servicing centre.
 The quantity of work is not up to mark of both deptt. (sales &
service)
CONCLUSION
THE SUGGESTION WILL ACT AS GUIDE FOR FUTUE PROJECT , WHICH MAY NOT BE PROPER
TRIGGERS ONLY . THE AUTHORISED CONCERN SHOULD THINK UPON THE PROBLEMS AND
SUGGESTION AS MACRO LEVEL IN ORDER TO STRENGTHEN THE BUISNESS OF MARUTI
UDHYOG

ANEXXURE
QUESTIONNAIRE
Topic :- consumer awareness & behaviour towards Maruti Suzuki ltd.
1. Name of the respondent : ........................................................
2. Age : ........................................................
3. Sex : ........................................................
4. Address : ........................................................
5. Contact number : ..........................................................
6. Occupation : ............................................................
7. Incomegroup : ..........................................................
8. Do you have a car
yes/no
9. How did you come to know about the brand:
a) Tv adv.
b) Dealer
c) Sales man
d) Print media
10.Do you plan purchasea car in the future
yes / no
11.Do you know thta there is a dealer of Maruti in gaya
yes / no
12.If yes, how did you come to know aboutit
a) Tv adv.
b) Dealer’s sales man
c) Print media
d) Any others..............
13.According to you impact of adv. On sale is:
a) Very much
b) Very less
c) Can’t say

14.Do you think price of Maruti car is appropriate
yes / no.
15.Reason for you brand performance :
a) Easy to maintain c ) Mileage e ) after sale
service
b) Comfort d ) safety f ) look
Thank you, for your kind cooperation

BIBLIOGRAPHY
TO COMPLETE THE PROJECT SOME OF THE FOLLOWING THINGS WERE USED FOR THE
SOURCES OF INFORMATION
 MARETING MANAGEMENT A BOOK BY “V.S RAMASWAMY & S. NAMAKUMARI”
 WEBSITE OF “MARUTI UDHYOG LTD”
 PERSONAL INTERVIEW OF “KARLO AUTOMOBILE LTD” MEMBER

Consumer Behaviour and Awareness Towards Maruti Suzuki

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