Industrial Project Report On

Customer perception about maruti suzuki A Case Study on Max Automobiles

Submitted in the partial fulfillment for the requirement of the Degree of Master of Business Administration (2012-2014)

Submitted to Punjabi University, Patiala Supervisor

Mr.Ajay Goyal (Sales manager)

Submitted By
Avtar singh MBA 3rd sem Roll no.120425737

ACKNOWLEDGEMENT

I am giving my hearty gratitude to Mr. Ajay Goyal, sales

manager of Max Automobiles Ltd. Sangrur and also to all the other
Co-workers for giving me an opportunity to do my industrial training for

Max AUTOMOBILES LTD., Sangrur

I would like to give my special thanks to Mr.Ajay Goyal,Sales Manager

of Max Autoobiles Ltd. Sangrur For Industrial Training.

Avtar singh

DECLARATION

I Avtar singh singh here by declared that the work which is being presented in the project report Training Development Program is the record of authentic out by me under the supervision of Mr. Ajay Goyal,

Sales Manager

(Patiala) submitted fulfillment of the award of degree

Master of -Business administration to the University School Of Business Studies, school of management studies punjabi iniversity patiala.

------------------------------

Signature

INDEX

CERTIFICATE ACKNOWLEDGEMENT INTRODUCTION DECLARATION REVIEW OF LITERATURE COMPANY PROFILE RESEARCH METHODOLOGY INTERPRETATION AND DATA ANALYSIS FINDINGS SUGGESTIONS CONCLUSIONS LIMITATIONS BIBLIOGRAPHY ANNEXURE

INTRODUCTION

INTRODUCTION
WHAT IS CONSUMER PERCEPTION?

Consumer Perception is how information is collected and categorize. Perception is affected by the amount of contact to an incentive and by individual interpretation. If the same consumer encountered that information often and from many sources, then the consumer's attitude toward dairy products might change enough to influence how often the consumer chose yogurt as a breakfast food. The next step is exploring what these consumers will buy. The importance of customer satisfaction diminishes when a firm has increased bargaining power.

Customer satisfaction ratings can have powerful effects within organizations; they focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer.

Consumers can evaluate a product along several levels. Its basic characteristics are inherent to the generic version of the product and are defined as the fundamental advantages it can offer to a customer. Generic products can be made distinct by adding value through extra features, such as quality or performance enhancements. The final level of consumer perception involves augmented properties, which offer less tangible benefits, such as customer assistance, maintenance services, training, or appealing payment options. In terms of competition with other products and companies, consumers greatly value these added benefits when making a purchasing decision, making it important for manufacturers to understand the notion of a total package when marketing to their customers. For example, when manufacturing automotive parts, a highperforming product will provide the customer base with basic benefits, while adding spare parts, technical assistance, and skill training will offer enhanced properties to create a total package with increased appeal to consumers. Consumer perception theory is any attempt to understand how a consumers perception of a product or service influences their behavior. Those who study consumer perception try to understand why consumers make the decisions they do, and how to influence these decisions. Usually, consumer perception theory is used by marketers when designing a campaign for a product or brand. However, some people study consumer perception in order to understand psychology in a much more general sense. Human beings, in general, are complex creatures who often do not seem even to know their own minds. It is seldom easy, and sometimes impossible, to generalize about human
behavior. Each individual is a unique product of heredity, environment and experience.

Predicting such a strange behavior of people is a difficult and complicated task, filled with

uncertainties, risks, and surprises. Accurate predictions can yield vast fortunes and inaccurate predictions can result in the loss of millions of rupees. Today, business around the world recognizes that the consumer is the king. Knowing why and how people consume products helps marketers to understand how to improve existing products, what types of products are needed in the market place, or how to attract consumers to buy their products. The era of liberalization, privatization and globalization has brought changes in society and lifestyle of people. Marketers can justify their existence only when they are able to understand consumers wants and satisfy them. The modern marketing concept for successful management of a firm requires marketers to consider the consumer as the focal point of their business activity. Although it is important for the firm to understand the buyer and accordingly evolve its marketing strategy, the buyer or consumer continues to be an enigma sometimes responding the way the marketer wants and on other occasions just refusing to buy the product from the same marketer. For this reason, the buyers mind has been termed as a black box, which should be opened by the seller to be a successful marketer. The study of consumer behavior also includes an analysis of factors that influence purchase decisions and product use. Understanding how consumers make purchase decisions can help marketing managers in several ways. For example, if a manager knows through research that fuel mileage is the most important attribute for a certain target market, the manufacturer can redesign the product to meet that criterion. If the firm cannot change the design in the short run, it can use promotion in an effort to change consumers decision making criteria. For example, an automobile manufacturer can advertise a cars maintenance-free feature while downplaying fuel mileage.

REVIEW OF LITERATURE

REVIEW OF LITERATURE
Passenger Car Industry in India and profile of the study area
The Indian Automobile Industry has got a tremendous market potential. With the growth of population and change in their pattern of life style as a result of urbanization, there has been a rapid increase in demand for Indian automobiles. The purpose of this chapter is to survey the growth of Automobile Industry in India and their role in economic development and to bring out the profile of the study area. The entire discussion has been divided into three main sections. The first section traces the growth of Automobile Industry. The second section discusses origin, growth and other aspects of Passenger Car Industry. The third section gives a brief profile of the study area. The Indian Automobile Industry has flourished like never before in the recent years. This extraordinary growth that the Indian automobile industry has witnessed is a result of a major factor namely, the improvement in the living standard of the middle class and an increase in their disposable incomes. Moreover, the liberalization steps, such as, relaxation of the foreign exchange and equity regulations, reduction of tariffs on imports, and refining the banking policies initiated by the Government of India, have played an equally important role in bringing the Indian Automobile Industry to great heights. The increased demand for Indian automobiles has resulted in a large number of multinational auto companies, especially from Japan, the U.S.A., and Europe, entering the Indian market and working in collaboration with the Indian firms. Also, the institutionalization of automobile finance has further paved the way to sustain a long term high growth for

the industry. The Future Growth Drivers like higher GDP Growth, Indias huge geographic spread mass transport system, increasing road development, increasing disposable income with the service sector, cheaper (declining interest rates) and easier finance schemes, replacement of aging four wheelers, graduating from two wheelers to four wheelers, increasing dispensable income of rural agricultural sector, growing concept of second vehicle in urban areas. India produced about eight million twowheelers, three million passenger cars and utility vehicles in 2009 - 2010. It ranks second in the world in the production of the the passenger cars. two-wheelers and thirteenth in the production of

Statement of the Problem

Due to the emergence of globalization and liberalization there is a stiff competition among the variety of car industries which are focusing attention in capturing the Indian markets. Cars though considered as luxury once, now occupies a part of day-to-day life and has become a necessity. Namakkal, which is selected for the study, is one of the main growing markets for car manufacturers. People who were not ready to spend their money on luxuries have now changed their attitude that yesterdays luxuries are todays necessities. To be a successful marketer it is absolutely essential to read the minds and perceptions of the prospective buyers of cars. In addition to the above, the due weight age which is given by the Government for the growth of passenger car industry and the involvement of the consumers in the selection of a particular brand of car have also made the researcher to undertake a study on the passenger car industry with special reference to the perceptions, behavior and satisfaction of owners of cars.

COMPANY PROFILE

COMPANY PROFILE

MARUTI SUZUKI
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 market. Maruti Suzuki manufactures and sells a complete range of cars from the entry level 800, Esteem and Alto, to hatchback Ritz, A-Star, Swift, Wagon R, Zen and sedans DZire, Kizashi and SX4, in the 'C' segment Eeco, Omni, Multi Purpose vehicle Suzuki Ertiga and Sports Utility vehicle Grand Vitara. The company's headquarters are on Nelson Mandela Road, New Delhi. In February 2012, the company sold its ten millionth vehicles in India.

Profile
Originally, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The BJP-led government held an initial public offering of 25% of the company in June 2003. 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 Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto key 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 over 5 Million vehicles. Maruti

Suzukis are sold in India and various several other countries, depending upon export orders. Models similar to those made by Maruti in India, albeit not assembled or fully manufactured in India or Japan are sold by Pak Suzuki Motors in Pakistan. The company exports more than 50,000 cars annually and has domestic sales of 730,000 cars annually. Its manufacturing facilities are located at two facilities Gurgaon and Manesar in Haryana, south of Delhi. Maruti Suzukis Gurgaon facility has an installed capacity of 900,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 550,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 14, 50,000 units annually. About 35% of all cars sold in India are made by Maruti. The company is 54.2% owned by the Japanese multinational Suzuki Motor Corporation per cent of Maruti Suzuki. The rest is owned by public and financial institutions. It is listed on the Bombay Stock Exchange and National Stock Exchange of India. During 2007 and 2008, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all, over six million Maruti Suzuki cars are on Indian roads since the first car was rolled out on 14 December 1983. Maruti Suzuki offers 15 models, Maruti 800, Alto, Maruti Alto 800, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Gypsy, Grand Vitara, Kizashi and the newly launched Ertiga. Swift, Swift DZire, A-star and SX4 are manufactured in Manesar, Grand Vitara and Kizashi are imported from Japan as completely built units(CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant. The company is believed to be moving towards introduction of a new version of Maruti 800 by November 2012, which will be more fuel efficient, though slightly costlier than Alto and existing Maruti 800. The Suzuki Motor Corporation, Maruti's main stakeholder, is a global leader in mini and compact cars for three decades. Suzukis strategy is to utilize light-weight, compact engines with stronger power, fuelefficiency and performance capabilities. Nearly 75,000 people are employed directly by Maruti Suzuki and its partners. It has been rated first in customer satisfaction among all

car makers in India from 1999 to 2009 by J D Power Asia Pacific. Maruti Suzuki will be introducing new 800 cc model by Diwali in 2012.The model is supposed to be fuel efficient, hence more expensive.

Timeline of Maruti Suzuki

1970

A private limited company named 'Maruti technical services private limited' (MTSPL) 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".

1971 1977 1978 1980 1981 1982 1983

In June, A company called 'Maruti limited' was incorporated under the Companies Act and Sanjay Gandhi became its first managing director. 'Maruti limited' goes into liquidation.

A commission of inquiry headed by Justice A. C. Gupta, which probed the 'Maruti scandal', submits its report. On, 23 June, Sanjay Gandhi dies when a private test plane he was flying crashed.

The Indian Central government at the behest of Indira Gandhi salvages Maruti limited and starts looking for an active collaborator for this company. Maruti Udyog Ltd was incorporated under the provisions of the Indian Companies Act, 1956. License and Joint Venture Agreement(JVA) signed between Maruti Udyog Ltd. and SMC of Japan Maruti 800, a 796 cc hatchback, Indias first affordable car, is released in the market.

Production was started under the JVA commences.

1984 1985 1986 1987 1988 1989 1991 1992 1993 1994 1995

Omni, a 796cc MUV, released. Installed capacity of the plant in Gurgaon, reaches 40,000 units

Launch of Maruti Gypsy (970cc, 4WD off-road vehicle) Maruti 800 ( New Model-796cc, hatchback Car) 100,000 vehicles produced by the company. The company's first export, when a lot of 500 cars were sent to Hungary. Installed capacity is increased to 100,000 units in Gurgaon. Maruti 1000(970cc, three-box), Indias first contemporary sedan is released into the market. 65 percent of the components, for all vehicles produced, are indigenized (produced locally) Liberalization of the Indian economy opens new opportunities but also brings more competition to segment. Suzuki increases its stake in Maruti to 50 percent, making the company a 50-50 JV with the Government of India the other stake holder. Zen (993cc, hatchback Car), which was later exported in Europe and elsewhere as the Alto Esteem1.3L (1298cc, three-box design) LX released in market, Maruti's second sedan model. Produced the 1 millionth vehicle since the production commenced. The first company in India to do so. Esteem1.3L (1298 cc, three-box design) VX released in market.

Maruti 1000 production of Maruti 1000 stopped. Second plant opened , installed capacity reached 200,000 units

1996 1997

Five new models launched: Gypsy (E) (970cc, 4WD 8 seater) Omni (E) (796cc, MUV, 8 seater) Gypsy King (1298cc, 4WD, off road vehicle) Zen Automatic (993cc, hatchback car) Esteem 1.3L (1298 cc, three-box design) AX Launch of 24-hour emergency on-road vehicle service, the first of its kind in the country. United Front government formed, Murasoli Maran new Industries Minister.

1998

Government nominated Mr. S.S.L.N. Bhaskarudu as the Managing Director on August 27, as the then current Managing director, R.C.Bhargava, was completing his tenure. Creating a conflict with Suzuki 1998 Esteem (1299cc, three-box) LX, VX and AX models released. New Maruti 800 (796cc, hatchback Car) Standard and Deluxe released the first change in design since 1986. Two million vehicles produced.

Zen D (1527 cc diesel, hatchback car) model released. Zen VX & Zen VX Automatic model released. New (Omni & Omni E) (796cc, MUV) model released.

1999 Six new releases: Maruti 800 EX ( 796cc, hatchback car) Zen LX (993cc, hatchback car) Zen VXi (993cc, hatchback car with power steering) Omni XL (796cc, MUV, high roof) Baleno (1600cc, three-box) released. Advertised as 'Maruti Suzuki Baleno' Wagon R launched in market.

2000 2001 2002 2003 New Suzuki Grand Vitara XL-7 Redesigned and all-new Zen New upgraded WagonR Enters into partnership with State Bank of India 4 million vehicles Produced since start of production. Maruti Udyog Ltd is listed on BSE and NSE after a public issue, which is oversubscribed 10 times. WagonR Pride Esteem Diesel. All other variants upgraded Maruti Insurance. Two new subsidiaries started: Maruti Insurance Distributor Services and Maruti Insurance Brokers Limited Alto Spin LXi, with electronic power steering Special edition of Maruti 800, Indias first color-coordinated car Maruti True value in Mumbai Maruti Finance in Mumbai with 10 finance companies Suzuki Motor Corporation (SMC) increases its stake in Maruti to 54.2 percent Zen LXi Maruti True Value launched in Bangalore and Delhi Maruti Versa, Indias first luxury multi-purpose vehicle launched. Alto Spin LXi, with electronic power steering Alto Vxi Customer information centers launched in Hyderabad, Bangalore and Chennai First car company in India to launch a Call Center for internal and customer services. New Alto model released. Altura, a luxury estate car released into the market.

2004 New (non A/C) variant of Alto released.

Alto becomes India's new best selling car overtaking Maruti 800. LPG variant of 'Omni Cargo' Versa 5-seater, a new variant created Baleno LXi, a new variant created Esteem undergoes cosmetic changes and is re-launched with a price cut. Maruti Udyog closed the financial year 2003-04 with an annual sale of 472122 units, the highest ever since the company began operations 20 years ago

2005 The fiftieth lakh (5 millionth) car rolls out in April, 2005 Growth in overall sales by 15.8% Suzuki Swift (1298cc 87 BHP 4Dr Hatch) Introduced into the Indian Market.

MAX AUTOMOBILES PVT. LTD.

MaxAutomobiles, incorporated as a private limited company in 1989, became a deemed public company in Jun.'95 and was converted into a public limited company in Aug.'95. It is promoted by Rajinder Kaur Bhattal, former cabinet minister in the Government of Punjab and D S Sangha, a NRI. The company is a profit making one with the sole dealership for Maruti Udyog in the Patiala district of Punjab. It has a workshop for the service and repair of the vehicles sold in Sangrur. It now proposes to set up an additional workshop facility at Ludhiana and opening a new showroom at Sangrur, besides expansion and modernization of its existing workshop. The company came out with a public issue in Jan.'96 to part-finance the project. The company was awarded the All India Skill Competition Shield (region-wise), by Maruti Udyog, for the year 1994-95. In 1997-98, the company won 'Regional Skill Competition Trophy' organized by Maruti Udyog for the fourth consecutive year. During 1999-2000, the new workshop at Mukatsar and Ultra Modern Workshop at Sangrur has been commissioned. Also, in the year under review the company was awarded numerous awards i.e. trophy for "Minimum Complaints", "Best Upgraded Workshop Trophy in Category `B' workshops", etc, by Maruti Udyog Ltd.

Key Executives
Chairman Whole-time Director Whole-time Director Director S Rahul Inder Singh Sidhu Simran Bajwa S Kuldeep Singh Bhattal Neha Sidhu

Board of Directors
Chairman Whole-time Director Director Additional Director S Rahul Inder Singh Sidhu Simran Bajwa S Kuldeep Singh Bhattal Neha Sidhu Rajnish Sharma Ramesh Kumar Isher Singh Nasib Chand

Bankers
Punjab National Bank

Auditors
Auditor Dalbir & Associates

MARKETING STRATEGY

MOBILES is now looking to strength its position through a slew of new launches. According to Mr. ANIRUDH GUPTA, CEO, Marketing, mobiles Ltd. Their strategy is to capture the rural market by employing women who belong to their local community through which their product can reach to local consumers. Their strategy is to provide work for women to create awareness among confined consumers.The Company has long run opportunity for growth and profitability. They have high relative market share and high Growth rate. SWIFT, SWIFT DESIRE AND ZEN ESTILO is the fast growing and has potential to gain substantial profit in the market. QUESTION MARK: there are also called as wild cats that are new products with potential for success but there cash needs are high and cash generations low. In auto industry of MARUTI SX4, GRAND VITARA, A STAR there has been improving the organization reputation. As they want successful not only in Indian market but as well as in global market. CASH COW: It has high relative market share but compete in low growth rate as they generate cash in excess of their needs. For the communication strategy, the company is working on an online model through which it will be able to interact with customers on the internet.

PRODUCT PROFILE

TAG LINE -: CHANGE YOUR LIFE

Maruti 800 is a City Car manufactured by Maruti Suzuki in India. It is a rebadged version of the Suzuki. Over 2.5 million Maruti 800s have been sold since its launch in 1983.

It has gone beyond being just a car; it has actually changed the lifestyles of countless people, by bringing the joy of motoring to millions across the

length and the breadth of the country. Today, India best selling continues to be the final word on value and economy at the entry-level segment.

SWIFT DZIRE

Tag line -: THE HEART CAR

A car having everything you desire stunning looks, luxurious interiors, enough power to capture your heart. Just slide in desire and take it for a spin. Its sure steals many of hearts including yours.

ALTO

Tag line-: LET & GO

The alto is a great combination of economy, practicality and styling. A run away success on the roads of Europe, it exemplifies the benchmark in build, quality and reliability in a compact car. This is testified by the 24 hour

endurance record set on August 3, 2003 of covering 3082kms in 24 hours at an average speed of 128 kmph.

ALTO-800

TAG LINE -: LET & GO

The Alto 800 has all-new bodywork and interiors. It replaced the first generation Maruti Alto, and while keeping the 796 cc engine, there have been several modifications. The price of the Alto, already India's best-selling car, was actually lowered with the model change. Various methods were found to lower the price, including the lowering of the

weight of each individual component by one gram each, and also by building their own robots for manufacturing the car.

ALTO K-10

TAG LINE -: LET & GO

Maruti Suzuki has launched a new version of Maruti Alto in the Indian auto market in August 2010. The new Maruti Alto K10 is equipped with the company's 1.0 L, Kseries petrol engine which also currently powers the A-Star and Wagon R.

WAGONR

TAG LINE -: FOR THE SMARTER RACE

The Wagon RS original tall body design, spaciousness, ergonomically designed interior and flexible seating all set apart from other cars. It complements the buyers unique personality enables him to live a multi-dimensional life by the sheer excellence of its engineering and its versatility.

ZEN ESTILO

TAG LINE -: SURRENDER TO THE NEW ZEN

If you are looking for a car with drop dad looks and unmatched performances, then you need look beyond the Zen. With its new contemporary and aggressive look, the Zen preserves its

core values of driver appeal, unmatched reliability and economy.600000 satisfied. Customers in India and around the world bear testimony to this fact.

ERTIGA

TAG LINE -: LIVE LIFE WITH

The Ertiga is full of thoughtful little features that will make every journey more relaxed and comfortable. Ertiga stylish, bold looks and aerodynamic styling will make you fall in love even before you step inside, the elegant and thoughtfully designed cabin will take your breath away.

SWIFT

TAG LINE -: YOU RE THE FUEL!

The hot looks, sexy interiors, the automatic climate control, the air bags, the power steering moreover, all so affordable. The wait is over. Swift has entered MUL sport folio.

SX4

TAG LINE -: MEN ARE BACK

Revolutionary European design, world class drive by wire .Most spacious in its class, Steering mounted audio controls; with maximum ground clearance, high on safety with dual airbag

GYPSY

TAG LINE -: THERE IS A GYPSY IN EVERYONE

It is manufactured in India by Maruti Suzuki. It was introduced the in the Indian market in December 1985 with the 970 cc f-10 a Suzuki engine and while sales were never very high it became very popular with law enforcement.

OMNI

TAG LINE -: FITS ALL

The Omni is truly Indias Original Multipurpose Vehicle. Today it is available in six avatars 5 seater, 8 seater, car go, ambulance, CNG and LPG. It meets diverse needs across different user segments and can double up both as a people carrier and a goods carrier. This faithful workhouse is easy on the pocket, yet tough on the job.

EECO

TAG LINE -: HAPPINESS FAMILY SIZE

Equipped with twin AC, large sliding doors and flexible seating, the Versa encourages families and friends to enjoy long drives and gateways together. In spite of being so spacious, its design allows for easy maneuverability in the city.

RITZ

TAG LINE -: JOY INSIDE

Model of 2009 known by the name Suzuki splash having attractive back with maximum ground
clearance.

A-STAR

TAG LINE -: STOP @ NOTHING

Powered by state of art 998 cc engine, its the best fuel efficient car in its category with, mileage coming around 20km per liter.

KIZASHI

TAG LINE -: GREAT THINGS ARE ON THE WAY

The Kizashi is available with all- wheel drive or standard front-wheel drive. Unusually a switch on the dash engages the all-wheel drive; it can be turned off when not needed to slightly enhance fuel economy.

GRAND VITARA

TAG LINE -: PLAY IT YOUR WAY

Maruti Suzuki Grand Vitara is so good looking car and very strong car, good feature. Maruti Suzuki Grand Vitara is good seat and easily comfortable seat and good space.

OBJECTIVE OF THE STUDY

1. To find out the customer perception about their cars. 2. To judge the satisfaction level of car owners of different brands. 3. To find in detail about the consumer behaviour and their preferences. 4. To find in detail about the consumer behaviour and their preferences. 5. To access the impact of sales promotion scheme. 6. To know about the mode of information gathering.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research is the solution of the problem, whether created or already generated. Interview Questionnaire design

Objective of the study

The specific objectives of my study:1. To study the preference with reference of people Maruti cars. 2. To examine the satisfaction of the existing customers. 3. To study the future prospects towards Maruti cars. 4. To study the expectations of consumers for maruti services.

(1) Research Design:

The research design is a master plan specifying the method and procedures for collecting and analyzing needed information. The research design in this project is DESCRIPTIVE and Descriptive research includes surveys and fact-finding inquiries of different kinds. Casual research is used to know the cause and affect relationship.

(2) Data Collection Methods:

The source of data includes primary and secondary data sources. (a) Primary Sources: Primary data has been collected directly from sample respondents through interview method and with the help of structured questionnaire.

(b) Secondary Sources:

Secondary data has been collected through from standard textbooks, Newspapers, Magazines & Internet

(3) Research Instrument:

Research instrument is used for the primary data collection is questionnaire.

(a) Sampling Technique:

Non-Probability Convenience Sampling

(b) Sampling Size: 100 Respondents (c) Sampling Unit: Sangrur

(4) Data Analysis:

The data collected through survey was analyzed with help of simple percecentages. Tabular and graphic methods, which included pie charts and bar graphs, are used to analyze data.

To understand the importance of advertising effectiveness in automobiles industry, I had covered almost 100 Customers in patiala.

TOOLS USED FOR DATA COLLECTION Primary data was collected through questionnaires and informal interviews.

Secondary data was collected through magazines, journals, websites, and other corporate publication.

ANALYSIS AND INTERPRETATION: Data collection through questionnaire and personal interview resulted in availability of the desired information but these will be useless until analyzed. Various steps required for this purpose was editing, coding and tabulating. Tabulating refers to bringing together similar data and compiling them in an accurate and meaningful manner. The data was collected by questionnaire then analyzed, interpreted with the help of table & pie chart.

INTERPRETATION AND ANALYSIS

DATA INTERPRETATION AND ANALYSIS

1 Do you have faith in maruti Suzuki brand ?

Table: I YES 80 Graph: I NO 20

Out of 100% , 80 % customers faith on maruti Suzuki . These 80% customers are very satisfied with us and I continue my interaction with them.

2. do you think that maruti suzuki car give value for money ?

Table: II 5-7 lakh DEZIRE SWIFT RITZ ALTO 800 Graph: II 4-6 lakh 2-4 lakh 2-3 lakh

When I ask to them the people are ready to pay the value according to chart .

3. Are you satisfied with maruti Suzuki car ?

Table: III Yes No Graph: III 80 20

REPORT

no 20%

yes 80%

80 % people are satisfied by the maruti car and 20% people are not satisfied from maruti Suzuki .

4. What type of model you have in petrol? Table: IV

Lx Lxi Vxi Zxi Graph: IV

10 10 21 16

Lx means very base model only have heater, lxi means base model having ac and heater, vxi model have ac, heater and some more car kits like mud flaps perfume etc., zxi is the top model having music system and all other features having the low models.

5. Which type of model you have in diesel?

Table: V Ldi Vdi Zdi Graph: V 3 17 3

REPORT
Z di 13% ldi 13%

Vdi 74%

These are petrol mode ldi, vdi, zdi. All are as same as petrol mode only the mode is different. That is diesel.

6. What is the color of your car?

Table: VI White Silk silver Black Other Graph: VI 20 45 10 5

Many customers are like to purchase silk silver color because it is a shiny color. It shines in night mode. White color is also preferable. Black and other color is preferable by the hobbies person.

7. What mileage it give you in petrol?

Table: VII 16.1kmpl 19.1kmpl 17.4kmpl 18.3kmpl 4 3 43 7

Graph: VII

Normally company assured mileage of cars in petrol mode about 20 kmpl, but its depend on the area, as in Sangrur area is very rush .

8. What mileage its give you in diesel?

Table: VIII 25.2km/l 21.7km/l 23.4km/l 20.77km/l 4 5 3 11

Graph: VIII

Normally company assured mileage of cars in diesel mode about 20 kmpl, but its depend on the area, as in Sangrur area is very rush, in every minute we have to stop our car so customers say that how much mileage they take out from cars. 9. Why should you prefer this type of model? Table: X Features Mileage Availability Price Graph: X 20 35 15 10

As we know customers are purchasing a car only basis of some of the points that are above and which they prefer most is I got after interacting with them.

10. Would you like to purchase more car or wants to exchange the exist one in future?

Table: XI Yes No 65 15

Graph: XI

About 81% of customers are agreed that yes they wants to purchase more cars in future and also wants to exchange. Because we are not only concentrate discount but also concentrate on the quality of our products thats why we are at he top in India in making of cars.

11. Are you satisfied by our services?

Table: XII Yes No Graph: XII 63 17

79% of customers are agreed that yes they are satisfied with our service and 21% are not agreed by the maruti Suzuki service which makes us proud and differentiate us from others. Another point is we have more than 250 service centers in all over the country sop that wherever our customers are go we are their to help .

12. How much money you have spent on your car in a month?

Table: XIII Below 5000 5000 10000 Above 10000 5 70 5

Graph: XIII

Her I got that how much actually a user spend his part of money on his her car. Most of the customers are spending about 5000-10000 on their cars it includes petrol/diesel, alloy wheels, wheel covers etc. above 10000 is very few because they are very much luxuries to spend on their car, below 5000 are only spend up to their limited income. 13. What do you expect from the services of Max Auto?

Table: XIV Good Partially good Worst Graph: XIV 53 26 1

Customers are agreed that yes they are satisfied by our services as I already cleared that we have more than 250 service centers in all over the country.

14. Have you recommend your family members to purchase this car?

Table: XV Yes 65 Graph: XV No 15

81% customers are saying that they recommend their other family members as well as their friends and other relatives to purchase cars of maruti Suzuki.

15. How many members are using this car?

Table: XV No. of Family members 1-2 2-4 Above 4 No. of Respondents 50 25 5

Graph: XV

In a family there are mostly 4 members in which at least 2 drives car, but in big family or in joint family the riders are more.

FINDINGS

About 80% of car users are using the brand maruti Suzuki. They have faith in maruti suzuki. Company has created goodwill among the customers which will help them to recommend car to friends and relatives

Customer is highly satisfied with the car service and provided by maruti suzuki which help in customer retention.

The analysis report says that most of the users are using petrol mode car. The most popular cars are Swift, Dzire & Ritz. The customer highest priority is for the mileage

70% People are like the brand maruti Suzuki and other people like different brand.

The analysis report says that their cars are popular in the market because of some its special features like, look, features, price, availability, mileage etc.

CONCLUSION

Maruti Suzuki is No.1 automobile industry in India and has changed over the time to suit the needs of their customers. Maruti is the only company in India with a lots of small car models. It holds more than 50% market share in India. Maruti paves the way to customers

in all walks of life to buy the car with many models to choose. As the interest rate are heading and as it is easy to avail car loans in the present trend, the demand for cars is increasing and . The survey conducted for among various players in the small car segment automobile industry led to the conclusion that consumers do not usually go for feature rich car. Most often the companies fail to communicate those features to the audience. Like in case of Maruti Suzuki A-Star which was one of top feature rich product but not in the minds of consumers, Consumers did not take A-Star to the level that was expected by the company when they introduced it in the market in the 9th Auto Expo. Common pattern observed in the positioning of small cars: They are often not marketed as a family car. Its prime focus is youth. As per the consumer analysis of Indian automobile sector, it shows the Indian buying behavior is influenced largely by the family. The first preference of an Indian family is to buy a car for the whole family. Pricing has been a big concern for the small cars. The clutter present in this segment makes it extremely difficult to price it according the competitor which might be providing better performance, style and comfort at the same price. It has been observed that Indian apart from the interiors; prefer to buy a car with a large boot space and a big leg room. This is also seen as a big reason why small cars are not considered for long distance travelling.

SUGGESTIONS
The company should keep in mind the need of young generation. Company should improve the promotion strategy of product.

Company should improve the promotion strategy of Add-on services. It will be beneficial for the company to make the warehouse near to the showroom and there should be roof facility, adequate security facility in the warehouse.

The Company should know its customers satisfaction level throughout doing periodic surveys. Periodic surveys can treat customer satisfaction directly.

Company should improve/upgrades its employees product knowledge, market situation, and its competitors knowledge by giving proper training to employee.

Company should upgrade its new product. The Company should not only concentrate on the customer satisfaction but also the company led to monitor their competitors performance in their areas of operations

LIMITATIONS

 This is a time consuming research method & the respondents did not have sufficient time for giving information for such type of research. People were reluctant to give responses for such type of research. People also did not give proper response for Questionnaire & interview, because of short time. Study is restricted to only Sangrur city.

BIBLIOGRAPHY

 en.wikipedia.org/wiki/Maruti_Suzuki smallbusiness.chron.com www.scribed.com

www.marutisuzuki.com

Allen, T. Harrell, New Methods in Social Science Research, New York: Praeger Publishers, 1978 Bailey, Kenneth D., Methods of Social Research, New York, 1978 Berdie, Douglas. R., and Anderson, John F., Questionnaires: Design and use, Metuchen N J,: The Scarecrow Press, Inc., 1974 C. Dharmaraj & M. Sivasubramanian, A study on Factors contributing Brand Preference of Passenger Cars Kothari, C R., Research Methodology, University of Raj, Jaipur

Philip Kotler, Marketing Management , the millennium edition

ANNEXURE,
Respected Sir I am LABH singh the student of MBA(IC) 8 th sem University School Of Business Studies, Guru Kashi Campus, Talwandi Sabo(Bathinda) is undergoing a training MBA . I need your full support to fill this questionnaire. Kindly fill this questionnaire. I shall be very thankful to you for this. Name City Income Phone no. State age

1. Do you have a car of maruti Suzuki? Yes ( ) 2. Which car model do you have? Dzire ( ) Swift ( ) Ritz ( ) Other ( ) No ( )

3. Which type of model it is? Petrol ( ) Diesel ( ) CNG ( ) LPG ( )

4. What type of model you have in petrol? Lx ( ) Lxi ( ) Vxi ( ) Zxi ( )

5. Which type of model you have in diesel? Ldi ( ) 6. What White ( ) is the silk silver ( ) Vdi ( ) color of black ( ) Zdi ( ) your other ( ) car?

7. What mileage its give you in petrol? 16.1km/l ( ) 19.1km/l ( ) 17.4km/l ( ) 18.3km/l ( )

8. What mileage its give you in diesel? 20.2km/l ( ) 21.7km/l ( ) 23.4km/l ( ) 20.77km/l ( )

9. Why should you prefer this type of model? Features ( ) Look ( ) Price ( ) Availability ( )

10. Would you like to purchase more car or wants to exchange the exist one in future? Yes ( ) 11. Are you satisfied by our services? Yes ( ) 12. How much money you have spent on your car in a month? Below 5000 ( ) 5000-10000 ( ) Above 10000 ( ) No ( ) No ( )

13. What you expect from our services in future? Good ( ) Partially Good ( ) Worst ( )

14. Have you recommend your family members to purchase this car? Yes ( ) 15. How many members are using this car? 1-2 ( ) 2-4 ( ) Above 4 ( ) No ( )

THANK YOU

FINDINGS

1. About 80% of car users are using the brand maruti Suzuki. They have faith in maruti suzuki. Company has created goodwill among the customers which will help them to recommend car to friends and relatives 2. Customer is highly satisfied with the car service and provided by maruti suzuki which help in customer retention. 3. The analysis report says that most of the users are using petrol mode car. The most popular cars are Swift, Dzire & Ritz. The customer highest priority is for the mileage 4. 70% People are like the brand maruti Suzuki and other people like different brand. 5. The analysis report says that their cars are popular in the market because of some its special features like, look, features, price, availability, mileage etc..