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A PROJECT REPORT ON CONSUMER BUYING BEHAVIOUR WHILE PURCHASE MARUTI SUZUKI CAR BACHELOR OF BUSINESS ADMINISTRATION [B.B.

A] SEMESTER-6th BY GURMEET PUNJABI T.Y.B.B.A

UNDER THE GUIDANCE OF PROF. REEMA MADAM S.S.AGRAWAL COLLEGE OF ARTS, COMMARCE AND MANAGEMENT, NAVSARI

History of car

BIRTH OF THE CAR


In 1769 the very first self-propelled car was built when Nicolas Cugnots, a French military engineer designed a steam powered road-vehicle.

The vehicle was built at the Paris Arsenal, and was used by the French Army to move cannons. It had three wheels with the engine in the front along with the boiler. While Cugnot's 'car' was capable of attaining speeds of up to 6 kms/hour, it was far too heavy and slow to be of practical use. In 1771 he again designed another steam-driven engine that ran so fast that it rammed into a wall, recording the worlds first accident.
In 1807 Francois Isaac de Rivaz designed the first internal combustion engine. He to develop the worlds first vehicle to run on such an engine, one that used a mixture of hydrogen and oxygen to generate energy, subsequently used this.

This spawned the birth of a number of designs based on the internal combustion engine in the early nineteenth century with little or no degree of commercial success. In 1860 thereafter, Jean Joseph Etienne Lenoir built the first successful two-stroke gas driven engine. In 1862 he again built an experimental vehicle driven by his gas-engine, which ran at a speed of 3 kms/hour. These cars became popular and by 1865 could be frequently espied on the roads.
The next major leap forward occurred in 1876 when the four-stroke engine was devised. Gottileb Damlier and Nicolas Otto worked together on the mission till they fell apart.

Daimler created his own engines that he used both for cars and for the first four wheel horseless carriage. In the meanwhile, unknown to them, Karl Benz, was in the process of creating his own advanced tri-cycle, which proved to be the first true car.

After all this experiments we can say that the complete car was birth only in 1885 that the first real car rolled down on to the streets. The earlier attempts, though successful, were steam-powered road-vehicles. The season of experiments continued across the seas in the United States where Henry Ford began work on a horseless carriage in 1890. He went several steps forward and in 1896, completed his first car, the Quadricycle in 1896. This was an automobile powered by a twocylinder gasoline engine. The Ford Motor Company was launched in 1903 and in 1908 he catapulted his vehicle, Model T Ford to the pinnacle of fame. Continuing with his innovations, he produced this model on a moving assembly line, thus introducing the modern mass production techniques of the automobile industry. The modern car therefore comes from a long list of venerated associates, and its heredity will, hopefully.

BEGINNING OF CAR IN INDIA

From the singsong rhythm of the bullock cart to the jet-age, India has travelled a long way. An average Indians dream car may not be the design Honda or the stately limousine, but he sure can dream, and afford, the Maruti now. It was in 1898 that the first motorcar rode down Indias roads. From then till the First World War, about 4,000 cars were directly imported to India from foreign manufacturers. The growing demand for these cars established the inherent requirements of the Indian market that these merchants were quick to pounce upon. The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier Automobile Ltd.(PAL) was established to manufacture automobiles in India. However, it was PAL who produced the first car in India in 1946, as HM concentrated on auto components and could produce their first car only in 1949. It was left to another company, Mahindra and Mahindra (M&M) to manufacture utility vehicles, namely the American Jeep. In the 50s, the Government of India granted approval to only 7 car dealers to operate in India HM, API, ALL, SMPIL, PAL, M&M and Telco. he protectionist policies continued to remain in place. The 60s witnessed the establishment of the two-three wheeler industry in India and in the 70s, things remained much the same.

EVENTS AND MILESTONES

A behind- the- scenes look into the making of one of India's most vibrant industries. The landmarks along the way... 1928- The first imported car was seen on Indian roads 1942- Hindustan Motors incorporated 1944- Premier automobiles started 1948- First car manufactured in India 1953- The Government of India decreed that only those firms which have a manufacturing program should be allowed to operate 1955- Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M and TELCO received approval. 1960 - 1970 - The two, three wheeler industry established a foothold in the Indian scenario. 1970 - 1980 - Not much change was witnessed during this period. The major factors affecting the industry were the implementation of the MRTP Act( Monopolies and Trade Restrictive Practices Act), FERA (Foreign Exchange Regulation Act) and the Oil Shock of 1973 and 1979. 1980 - 1990 - The first phase of liberalization was announced by the Govt. -With the liberalization of the Government's protectionist policies, the advantages hitherto enjoyed by the Indian car manufacturers like monopoly, oligopoly, slowly began to disappear. This period is also marked by the entry of a large number of firms in the market. 4 Japanese manufacturers entered the Commercial Vehicle and Two- Wheeler market. The Government agreed to the demand for allowing foreign collaboration in the automobile sector The industry witnessed a resurgence due to major policy changes like relaxation in MRTP and FERA, delicensing of some ancillary products, broad banding of the products and modification in the licensing policy. Also, the concessions it gave to the private sector and the new foreign collaboration policy, all resulted in higher growth and better performance of the industry than in the earlier decades. The Government of India tied up with Suzuki Inc. of Japan which produced India's most successful car- the Maruti.

1991 - Under the Govt.'s new National Industrial Policy, the license raj was dispensed with, and the automobile industries were allowed to expand freely. 1993 - With the winds of liberalization sweeping the Indian car market, many multinationals like Daewoo, Peugeot, general Motors, Mercedes-Benz and Fiat came into the Indian car market. 1997 - The National Highway Policy was announced which will hopefully have a positive impact on the automobile industry. The Government also laid down the emission standards to be met by car manufacturers in India in the coming millennium. There were two successively stringent emission levels to be met by April 2000 and April 2005, respectively. These norms were benchmarked on the basis of those already adopted in Europe, hence the names Euro I (equivalent to India 2000) and the Indian equivalent of Euro II. 1999 - The Honble Supreme Court passed an order directing all car manufacturers to comply with Euro I emission norms (India 2000 norms) by the 1st of May, 1999 in National Capital Region(NCR) of Delhi. The deadline was later extended to 1st June, 1999.

Maruti Suzuki company history

Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, to meet the growing demand of a personal mode of transport caused by the lack of an efficient public transport system. Suzuki Motor Company was chosen from seven prospective partners worldwide. This was due not only to their undisputed leadership in small cars but also to their commitment to actively bring to MUL modern technology and Japanese management practices (which had catapulted Japan over USA to the status of the top auto manufacturing country in the world). A license and a Joint Venture agreement were signed between Government of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct1982.

The objectives of MUL : Production of fuel-efficient vehicles to conserve scarce resources. Production of large number of motor vehicles which was necessary for economic growth Maruti created history by going into production in a record 13 months. On 14 December 1983, the then Prime Minister of India, Mrs. Indira Gandhi, released the first vehicle for sale by handing over the keys of a Maruti 800 to Mr.Harpal Singh of Delhi. Volume targets were routinely exceeded, and in March 1994, we became the first Indian company to produce over one million vehicles, a landmark yet to be achieved by any other car company in India. Maruti is the highest volume car manufacturer in Asia, outside Japan and Korea, having produced over 4 million vehicles by April 2003. And from 2005-06, Maruti Suzuki company is producing a car in every 36 second. Maruti (subsidiary of Suzuki), has made profits every year since inception except 2000-01. In 2001-02, we made a profit (before tax) of Rs 1183 million. In 2002-03, the profit (before tax) rose to Rs 2821 million, recording a growth of 138.4%over the previous year. Maruti revolutionized the way Indians looked at cars. "No other car company so completely dominates its home market" - (The Economist). MUL is the first and only car company in the world to lead its home market in terms of both market share and in the JD Power Customer Satisfaction study (JD Power Asia Pacific 2000 India Customer Satisfaction studies). It is also the only car company in the world to be Top ranked four times in a row (2000, 2001, 2002 & 2003). Profit loss account Mar ' 11 Income Mar ' 10 Mar ' 09 Mar ' 08 Mar ' 07

Operating income Expenses Material consumed Manufacturing expenses Personnel expenses Selling expenses Adminstrative expenses Expenses capitalised Cost of sales Operating profit Other recurring income Adjusted PBDIT Financial expenses Depreciation Other write offs Adjusted PBT Tax charges Adjusted PAT Non recurring items Other non cash adjustments Reported net profit Earnigs before appropriation Equity dividend Preference dividend Dividend tax Retained earnings

36,561.50

29,317.70

20,729.40

18,066.80

14,806.40

28,806.80 2,159.60 703.60 960.00 614.00 -25.70 33,218.30 3,343.20 745.70 4,088.90 24.40 1,013.50 3,051.00 820.20 2,230.80 38.90 18.90 2,288.60 12,338.50 216.70 35.10 12,086.70

22,435.40 1,278.20 545.60 916.00 404.60 25,579.80 3,737.90 617.70 4,355.60 33.50 825.00 3,497.10 1,094.90 2,402.20 44.30 51.10 2,497.60 10,501.80 173.30 28.80 10,299.70

16,339.80 909.70 471.10 738.20 389.20 -22.30 18,825.70 1,903.70 547.60 2,451.30 51.00 706.50 1,693.80 457.10 1,236.70 -55.90 37.90 1,218.70 8,244.40 101.10 17.20 8,126.10

13,622.00 670.60 356.20 560.20 326.30 -19.80 15,515.50 2,551.30 456.10 3,007.40 59.60 568.20 2,379.60 763.30 1,616.30 37.90 76.60 1,730.80 7,368.10 144.50 24.80 7,198.80

11,063.70 489.80 288.40 499.90 274.50 -14.30 12,602.00 2,204.40 361.10 2,565.50 37.60 271.40 2,256.50 705.30 1,551.20 -23.00 33.40 1,561.60 5,947.10 130.00 21.90 5,795.20

Board of Directors Name Mr. Manvinder Singh Banga Mr. Kumar Mangalam Birla Mr. Kinji Saito Mr. R.C. Bhargava Mr. Shinichi Takeuchi Mr. Amal Ganguli Ms. Pallavi Shroff Mr. Shinzo Nakanishi Mr. S.V. Bhave Mr. Jagdish Khattar Mr. O Suzuki Mr. Hirofumi Nagao Key Executives Name Mr. S.Ravi Aiyar Designation Company Secretary & Chief Legal Officer Designation Director Director Director Director Joint Managing Director Director Director Chairman / Chair Person Director Managing Director Director Joint Managing Director

Product of Maruti Suzuki


1

Current product in the market

Car model

Car name
Maruti 800 Out from market Maruti Suzuki Alto 2.32 to 3.28 lacs Maruti Suzuki Eeco 2.82 to 3.80 lacs Maruti Suzuki Grand Vitara 16.94 to 18.27 lacs Maruti Suzuki Omni 2.09 to 3.28 lacs Maruti Suzuki Swift 4.09 to 5.56 lacs Maruti Suzuki Swift sport

Car model

Car name
Maruti Suzuki A-star 3.60 to 4.38 lacs Maruti Suzuki Alto k10 3.10 to 3.75s lacs Maruti Suzuki Zen Estilo 3.27 to 4.14 lacs Maruti Suzuki Kizashi 16.50 to 17.50 lacs Maruti Suzuki Ritz 4.02 to 5.39 lacs Maruti Suzuki Swift Dzire 4.95 to 7.20 lacs Maruti Suzuki Sx4 7.00 to 9.01 lacs

Maruti Suzuki wagon r 3.36 to 4.21 lacs

Maruti Gypsy 5.44 to 5.63 lacs

Maruti Suzuki Versa

Maruti Suzuki Zen Out from market

Maruti Suzuki Swift To be announced

Upcoming product in the market Car model Car name


Maruti Suzuki Cervo 2.00 to 2.50 lacs Maruti Suzuki Xl7 To be announced Maruti Suzuki Rill concept To be announced Maruti Suzuki Apt To be announced

Car model

Car name
Maruti Suzuki Swift Dzire To be announced Maruti Suzuki Sx4 hatch To be announced Maruti Suzuki Jimny To be announced

Visions

1.

Modernization of the Indian Automobile Industry

2.

Developing cars faster and selling them for less.

3.

Production of fuel-efficient vehicles to conserve scarce resources.

4.

Production of large number of motor vehicles which was necessary for economic growth.

5.

Market Penetration, Diversification.

Market

Development

Similarly

Product

Development

and

6.

Partner relationship management, Value chain, Value delivery network

Theoretical background

CONCEPT OF CONSUMER BUYING BEHAVIOR


The main aim of marketing is meet and satisfy target customers need and wants buyer behaviour refers to the peoples or organization conduct activities and together with the impact of various influences on them towards making decision on purchase of product and service in a market. The field of consumer behaviour studies how individuals, groups and organizations select, buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behaviour and knowing customer are never simple. The wealth of products and service produced in a country make our economy strong. A behaviour of human being during the purchase is being termed as "Buyer behaviour". Customer says one thing but do another. They may not be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute. A buyer makes take a decision whether save or spend the money.

Definition of buyer behaviour: Buyer behaviour is defined as "all psychological. Social and physical behaviours of potential customers as they become aware of evaluate, purchase, consume and tell others about products & service."

MODEL OF BUYING BEHAVIOR

Buyers Marketi ng stimuli Product Price Place Promoti on Other stimuli Economic Technologi cal Political Cultural Characterist ic Cultural Social Personal Psychologic al

Buyers Decision process Buyers decision Product choice Brand choice Dealer choice Purchase Timing

Problem Recognition Information search Evaluate of alternatives

The wealth of product and services produced in a country make our economy strong. Almost all the products, wish are available to buyers, have a number of alternatives supplies that is substitute products are available to consumers, who make a decision to buy a product. Therefore, a seller most of his time seeks buyers and tries to please them.

FACTOR AFFECTING BUYING BEHAVIOR


1.
Cultural Factors.

a.

Culture: Culture is the most fundamental determinant of a person wants and behaviour. The growing child acquires a set of values, perception, preference and behaviours through his/her family and other key institution.

b.

Sub-Culture: Each culture consists of smaller subculture that provides more specific identification and socialism for its members. Subculture includes nationalities, religion and geographical regions. Many sub-cultures makes up important market segments and marketers often design products and marketing programs tailored to their needs.

c.

Social Class: Social classes do not reflect income alone but also other indicators such as occupation, education and areas of residence. Social classes differ in their dress speech, patterns recreational tailored to their needs.

2.

Social Factors:

a.

Reference Group: People are influence by their reference groups frequently. Reference group expose an individual to know behave lifestyle and ours. They also influence the persons attitude. There self- concept and they create peoples.

b.

Family: The family is the most important consumer buying organization in society and it has been researched extensively. Family members, constitutes the most influential, primary reference group. We can distinguish between two families in the buyer behavior. The family of orientation consists of ones parents and sub links. From parents a person acquires an orientation towards religion, politics and economics and sense of personal ambition. Self worth and love. a more direct influence on every day buying behavior is ones family of procreation namely ones spouse and children.

c.

Role and Status: A person participates in many groups throughout life, family, club, and organization. The persons position in each group can be defined in terms of roles and status.

3.

Personal Factors:

a.

Age And Life Cycle: People buy different goods and services over their lifetime. They eat baby food in the earlier most foods in the growing and mature year and special diet in the later years. Peoples taste in cloth, furniture and recreation is also age related.

b.

Occupation: A persons occupation also influences his/her consumption pattern. a blue colour worker will buy work cloth, work shoes and lunch box. A company president will buy work expensive suit, air travel, and country club membership. A marketer trips to identify occupational group that have above interest in their product and the service. Thus computer software companies will design different computer software for brand manager, engineer, lawyer and physician.

c.

Lifestyle: People coming from the same sub culture, social class and occupation may lead quite different life styles. a persons life style is the persons patterns of living in the world as in the persons activities, interests and opinions.

4.

Psychological Factors:

a.

Motivation: A person has many needs at any given time some need are biogenic. They arise from psychological status of

tension such as hunger, thirst, discomfort, other need are psychological needs. a motive is a need that is sufficiently pressing to drive the person to act satisfying the need reduce the felt tension.

b.

Learning: Where, people act they learn. Learning involves changes in an individuals behaviour arising from most humans produce through the interplay of drives response and reinforcement demand for a product by associating it with strong drives, using motivating and providing positive reinforcement.

c.

Beliefs

And

Attitude:

through

during learning people acquire belief and attitudes. This in terms influences their buying behaviours. A belief is a descriptive though that a person hold about something. This belief may be based on knowledge, opinion or faith. They may or may not carry on emotional charge. An attitude is a persons evaluation, emotional, feelings and action towards some object or idea. People have attitude towards almost everything, religion, politics, cloth, music and so on. Attitude put them into a frame of mind of linking or disliking an object moving towards or away from it.

MODEL OF CONSUMER BUYING PROCESS


Reorganization of unsatisfied need

Identification of Alternatives 1

Evaluation of Alternatives

Purchase Decision

Post Purchase Behaviour

1. Reorganization of unsatisfied need: When a person has an unsatisfied need, the buying process begins to satisfy the nature of high wants indicates the speed with which a person moves to fulfil the unsatisfied wants which is of high pressing need on the basis of need and its urgency from the order of priority. Marketers should finish the information of selling points.

2. Identification Of Alternatives: Different alternatives are available in market. The consumer knows about the brand of product. this gives maximum satisfaction. There are many sources, friends, neighbour, etc. and marketer, salesmen, advertising display, sales, promotion, newspaper, television etc.

3. Evaluation Of Alternatives: This is a critical stage specially with regard to costly items. Consumers have different views on different alternatives. The attributes, tests, colours, price, durability, etc have different preferences. All the details of the attributes ate provided by the marketers on the basis of the number of alternatives.

4. Purchase Decision: By considering the likes and dislikes of alternatives, one is about to take a decision as to buy or not to buy one will consider with reference to product, type, price, quality, etc. A seller can facilitate such consumers to understand the product through the product through advertisement.

5. Post Purchase Behaviour: Feedback information is important as far as seller is concerned. A brand preference naturally repeats sales to a marketer. A satisfied buyer is a silent advertisement. If the purchase brand fails to give the expected satisfaction to buyer, it affects the sales negatively. A satisfying experience of buyer tends to strength the brand preference.

Research Methodology
Research is as old as the academic continuousness of human mind. Requisitions admin important feature of human mind and its working all the items. Curiosity admin always a vital force that motivates sensitive human mind to prove into future, to know what was not known and further the feature of knowledge. This is why research has been always an integral part of academic pursuits in all the time and at all stage of the development of human civilization.

The success of any business is based to a very great extent on quality of its marketing decision. Wrong decision sooner or later is reflected in disappointing sales. Conversely, 1

correct decision contributes to higher profit and growth.marketing executive decisions are based on three things: experience, intuition, and research. ..David J. Schwartz

Research is a multinational concept some definition given by scholars are reproduced below in order to get overview of research concept:

Research is considers to more formal systematic intensive process of carrying out the scientific method of analysis. It involves a more systematic structure of investigation usually resulting some sort of formal record procedures and report of result or conclusion.
..John Best

Problems Identification
Problem identification is one of the most important parts in taking out a project report. As the problems are not identified in correct manner a survey will not able to understand or it will be very difficult for him to bring out the proper data and information from the project will know all the problems, his work will become easier and he will come out an appropriate data. To learn the concept for attracting the buyers. To learn the consumer behaviour regarding cars. To study the dominating factors responsible for the market trend. To identify the potential buyers. To analyze the competitive market.

Objectives of study
The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose and objectives.

Primary objectives:
1) To track the brand awareness in viewpoint of customers. 2) To find out the brand acceptability/preference in viewpoint of customers. 3) To find out the factors which are important while purchasing laptop products. 4) To know the satisfaction level of customers. 5) To track the factor affecting brand awareness and perception in view point of customers.

Secondary objectives:
To study the attitude of consumers regarding the Maruti Suzuki cars.

Scope of Study
To study about consumer buying behaviour while purchase car. There by providing significant information to the company. This study is used in future plan. This study is used in other researcher

Importance of Study
This project report and survey is quite necessary as well as important in the current market situation, many multinational companies come into the market with wide range of models in cars, it is quite difficult for any company to hold the market share, so this study helps to know the cars.

Nowadays, new technology comes out frequently in automobiles, so it is very difficult for the car markers to make a genuine product. So this study also emphasize that how far the new technology is accepted by the consumers, so that company can prepare a genuine product considering the prospective buyers, all over.

Limitation Of study
Following are the major limitation the research study 1. Scope/area of study is restricted to only Surat city. 2. Time duration of study is duly 6 weeks. 3. Study considered only sample of 100 customers. 4. Some respondent may not give proper response than it is totally useless

Research Methodology

Research design
The formidable problem that follows the task of defining the research problem is the preparation of the design of the research project, popularly known as the research design. Decisions regarding what, where, when, how much, by what mean concerning an inquiry or a study constitute the research design. Research design is the plan structured and strategy of investigation conceived so as to obtain answers to research problems and to control variance.

Different types of research design have emerged on account of the different prospective from which research study can be viewed. However a frequently used classification system is to group research design under three broad categories; 1. Exploratory. 2. Descriptive. 3. Causal. Here the present study seeks to find out the consumer behavior of Maruti SUzuki a brand of laptop products in Surat city. This is related to the projection of brand position electronic market. Which defines the descriptive nature? So the research design is selected namely descriptive research design.

Source of data
All the market research requires a vast reservoir of information. There may be different type information and data. The specific problem can be solved or objectives can be achieved by collecting specific information and data. The research objectives or problem decides the nature of source of data.

(1) Secondary data:


Secondary data are data collected for another purpose and already exist somewhere. Secondary data provide starting point for research and offer the advantage of low cost and ready availability but secondary data dont mean more accurate data. It originated within the firm it also constitute important source for these research study Secondary data are two types: 1) Internal. 2) External. (a) Internal secondary data: 1

Internal data are those found within the organization for which the research Is begin undertaken. They are not readily available to be used in the original from for research purpose. A large number of internal secondary data depends upon the companies operating procedure and systematic recording of the data and information. The important from of internal secondary data are price list customers correspondence and service records. For this research study researcher use list, product packaging list as an internal secondary data. (b) External secondary data: These are the sources of secondary data, which are generally published and are available in different from different sources as mention earlier in this page. For this research study the important and useful sources of external secondary data was libraries, web sites, companies published product information book and bibliography/reference. (2) Primary data: Primary data are those data that have been observed and recorded by the researcher for the first time to their knowledge. It is the data gathered for a specific purpose or for a research project/dissertation. When the needed data to not exist or are dated inaccurate, incomplete or unavailable then most suitable sources of data will be primary data. The normal procedure to collect primary data is to interview some people individually or in-group or through questionnaire some time with the help of personal interview.

Data collection method:


Both kind of data use collected through the different methods.

(1) Secondary data:


The data use collected directly from the available sources. (mentioned in the sources of data).

(2) Primary data:


1

These are various research approaches from which a researcher has to select best suitable approach tabbing into consideration the type of research design. Following use the different research approaches through which primary data can be collected. Observation Focus group Surveys Behavioural Experiments. For study of consumer behaviour of Maruti Sujuki, survey research approach is selected as a method of data collection. Because it is the best suitable approach was learning about consumer knowledge, belief, brand awareness, brand preference, and satisfaction with brand and to measure magnitude of brand loyalty in the general population, which is most important and essential for this research study.

Data collection Tool:


The primary Data constitutes important source for this research study there are two main research instruments for collection of this primary data from the sources. The most suitable and effective research instrument for this research study to collect the primary data is QUESTIONNAIRE. Questionnaire is a standardized form of recording answer of the basis of set questions. It is very popular and widely used technique of data collection. It is useful method of data collection, as it provides standardized method of data analysis and flexibility for research study because this technique helps us to achieve speed and accuracy in recording data. So for this research study the primary data was collected through effective research instrument, i.e. QUESTIONNAIRE. Research has selected a questionnaire as a data collection instrument that therefore it is prepared with due consideration of company sells executive and project guide.

The questionnaire is in the printed form (in English language). Separate questionnaire should be grafted for customers. It contain number of questions customers questionnaire about consumer behavior of Maruti SUzuki brand. The questions are in different form like,

Open ended questions Close ended questions Dichotomous question.

PRE TESTING

It is not 100% sure that initially drafted questionnaire would be perfect one. It must be with some or many draw back without testing the questionnaire, we cannot prove its accuracy. To achieve the perfections and accuracy in questionnaire, pre testing is essential. Normally, pre testing shows the reaction of respondents and suggestions that required the changes in research instruments. Therefore, research also carried out pre testing survey of 20 customers. On the basis of this pre testing results, the final questionnaire is drafted for the actual field work, which is free forming most of the drawbacks.

SAMPLING DESIGN

It is procedure required right from defining a population the actual selection of sample elements. There are seven steps involved in this process:

Define the Population

Identify the Sampling Frame

Identifying the sampling unit

Specifying Sampling Method

Determination of Sample Size

Specify the Sampling Plan

Select the Sample

Types of Sampling

Simple random sampling

Sampling unit Sample size Sampling area

City Level

100 In Surat Varachha road (70) Puna patiya(30)

Sampling frame

Customer Lists

Data collection:
Types of data: Sources of data
Primary data Secondary data Primary data collected through questionnaire, personal interview 1

Secondary

data

collected

through

magazines, websites,

companies articles,

Data Analysis and Interpretation.......

i) Income wise distribution of respondent:-

Monthly Family Income No. of Respondents Percentage

>25000 50 50

2600050000 31 31

51,000 100,000 13 13

100,00 0< 06 6

Total 100 100

Chart:-

INTERPRETATION: The above chart indicate that 50%, respondent monthly income of less than 25000, 31% of 26000 to 50000, 13% of 51000 to1,00,000, 6% of more than1,00,000.

Age wise distribution of customers:-

Age No. of Respondents

20-30 82

31-40 16

Above 40 02

Total 100

INTERPRETATION: From the above chart we can infer that most of respondents are from 20-30 age group i.e. 82%, 16% are from 31-40 age group, 2% are from the age group of above 40.

II) Do You own car?

Response

Yes

No
0 0

Total
100 100

No. of 100 Respondents Percentage 100

Chart:-

INTERPRETATION: From the above chart we can infer that all the respondents are using the laptop i.e. 100%.

III)

From where you want to purchase the Maruti Suzuki car?

Dealers of MS Dhru motors Katariya motors ltd. Kiran automobiles ltd. Other Total

No. of respondents 19 42 28 11 100

Chart:-

INTERPRETATION: The above graph show that 42% have purchased car from Katariya automobiles ltd, 28% from Kiran motors, 19% from Dhru, 11% from others.

IV) Why have you purchased Maruti Suzuki car? (Multiple choice)

Option Good model Price Durability Economic Good financial deal After sales service

Responses 32 23 18 11 21 16

Chart:-

INTERPRETATION:

From the above charts we can infer that in 27% (32) respondents prefer Good model for MS car, 19% (23) respondents purchase car related to price, 15% (18) respondents purchased car related to durability,9%(11) respondents purchase car related to economic car,17%(21) respondents purchased car related to good financial deal,13%(16) respondents purchase car related to after sales service,

V) How did you confirmed your final order with dealer?


Response By personal By fax By phone By post No. of Percentage respondents 53 10 33 04 20 30 10 40

Total

100

100

Chart:-

Bypost

Byphone

Series1
B yfax

Bypersonal
0 10 20 30 40 50 60

INTERPRETATION: The above chart indicate that final order with dealer 20%respondents have by personal order 30% have by fax, 10% have by phone, 40% have by post

VI) . Form where you are getting information about your car?(multiple choice) Sources Car magazine News papers Friends T.V. programs Internet Colleges Relatives Exhibition No. of Responses 18 28 13 22 25 06 19 00

Chart:-

INTERPRETATION: The above chart indicate that 18 of respondent getting information about MS car from car magazine, 28 from news paper, 13 from friends, 22 from T.V programs, 25 from internet, 6 from colleges,19 from relatives, 00 from exhibition.

VII)

When features of Maruti Suzuki car have affected you mostly?( multiple choice)

Features Colour Price Exterior Model Interior Design

No. Responses 35 21 18 15 16 14

of percentage 29 18 15 13 13 12

Chart:-

INTERPRETATION:

From the above charts we can infer that in 29%(35) respondents affected color for MS car, 18%(21) respondents affected price for MS car,15%(18) respondents affected exterior for MS car,13%(51) respondents affected model for MS car,13%(16) respondents affected interior for MS car,12%(14) respondents affected Design for MS car 1

VIII) When you buying car, did you accepted an alternatives specification?

Option Yes No Total

Responses 78 22 100

Chart:-

Didyouacceptedana ltem a tivesspecification

22%

78% Yes No

INTERPRETATION

From the above chart determine the accepted an specific alternatives 22 %( 78) respondents have accepted alternatives specification, and 78 %(22) respondents have not accepted alternatives specification

IX) If yes indicate alternative specification. Features colour Engine size Body shape Exterior Interior No. Responses 14 40 26 05 04 of

Chart:-

INTERPRETATION: From the above chart determine the feature of alternatives 16%(14) respondents indicate colour, 45%(40) respondents have indicate engine size, 29%(26) have indicate body shape, 6%(05) have indicate exterior, 4%(04) have indicate interior.

X) Have you recommend any one about your car?

Option Yes No Total

Responses 77 23 100

INTERPRETATION:

The above graph indicates that 77% respondents recommended about MS car, 23% are not recommended about MS car.

XI) If yes to who have you recommended?

Option friends Neighbour Relatives Colleges Business Relatives

Responses 16 15 14 10 30

Chart:-

INTERPRETATION: The above chart show that recommended respondents 16 respondents have friends, 15 have recommended neighbor,14 have relatives, 10 have colleges,30 have business relatives. XII) Which are the benefits of Maruti Suzuki car, do you think?

Option Easy to drive High speed Low Maintenance Comfortable Any others

Responses 32 24 29 14 13

Chart:-

INTERPRETATION: Above chart describe the benefit of Maruti Suzuki car about thinking of respondents, 32 respondents have think benefit is easy to drive, 24 respondents have think high speed, 29

respondents have think low maintenance, 14 respondents have think comfortable, 13 have others benefits

Findings.......

Suggestions.......

O Maruti Suzuki Company should use the qualitative spare parts- petrol and diesel pipe, etc.. O There is need to developed the large cars which is competitive and economic O There is need to provide etc.. benefits to the customers like services, extra facilities to female customers etc...

Conclusions.......

The study is a partial fulfilment of Degree or graduation, the study is pertaining to the behaviour of customers of Maruti Suzuki cars. The researcher has used the behaviour subject because it is necessary for firm to know the behaviour of customers towards product.

O Majority of customers preferred Maruti Suzuki Cars due to reasonable price, after sales services, good finance deal etc... O The customers are preferring to recommend to the other people about Maruti Suzuki Cars like friends and relatives. O The customers of Maruti Suzuki have loyalty towards firm due to high satisfaction. Finally the research can be concluded that it is useful to both researcher as well as others who want to referred it.

Bibliography.......

MARKETING MANAGEMENT:
Philip Kotler (Author) PRENTICE HALL OF INDIA PVT. LTD

MARKETING RESEARCH

G.C.Berry (Author)

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