A Study On Brand Loyality of Royal Suzuki Motors

A STUDY ON BRAND LOYALITY OF ROYAL SUZUKI MOTORS
INTRODUCTION
MARKET:
A market consists of all the potential customers sharing a
particular need or want who might be willing and able to engage in
exchange to satisfy that need or want. (Or)
Market is an area for potential exchange. Thus, a market is a group

of seller’s buyer’s interest in negotiating the terms of purchase, sale
of goods and services. -
PHILIP KOTLER -
MARKETING
Meaning: Marketing means human activity taking place in relation
to market. Marketing means working with markets to actualize
potential exchanges for the purpose of satisfying human needs and
wants. (Or)
It is the process of planning and executing the conception, pricing,

promotion and distribution of ideas, goods and services to create
exchange to satisfy Individuals or goals.
Definition:
“Bringing together the needs and wants of the consumer with the
products and services that match them”.
NIMS MANAGEMENT OF INSTITUTION
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PRODUCT:
Product is a thing which is offered to a customer to satisfy their
needs and wants. Products that are marketed include physical
goods, services, experiences, events, persons, places, properties,
information and ideas.
“At the heart of a great brand is a great product”. Product is a key

element in the market offering market leaders & generally offers
products and services of superior quality.
Classification of products:
Marketers have traditionally classified products on the basis of

characteristics, durability, tangibility and use (consumer or
industrial). Each product type has an appropriate marketing mix
strategy.
DURABILITY AND TANGIBILITY: Products can be classified into

three groups, according to durability and tangibility.
Non durable goods are tangible goods normally consumed in one or

few uses, like beer and soap. Because of these goods are consumed
quickly and purchased frequently.
Durable goods are tangible goods that normally survive many uses:
refrigerators, machine tools, and clothing. Durable products
normally require more personal selling and services.
Services intangible, inseparable, variable, and perishable products.

As a result, they normally require more quality control, supplier
creditability and adaptability. Examples include haircuts, legal
advice, and appliance repairs.
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BRAND AND PRODUCTS:
Building a strong brand requires careful planning and a

great deal of long term investments. As a heart of successful brand
is a great product or service, backed by creatively designed and
executed marketing. The most distinctive skill of professional
marketers is their ability to create, maintain, enhance and protect
brands.
“Branding has become a marketing priority”.
A product is anything that can be offered to a market to

satisfy a want or need. It include physical goods like salt, pepper,
services like banking and insurance, experiences like theme parks ,
events like shows and exhibitions, persons like political candidates,
or organizations like UNESCO.
BRAND
A brand is the specific type of the product form. A brand is
represented by a brand name, symbol, design, logo, packaging etc.
It is the identity of the particular product form that customer
recognize as being different from others.
Definition: According to American marketing association, the

brand is defined as “A name, term, sign, symbol, design or a
combination of them. The brand is intended to identify the goods or
services of the company. It helps in differentiating the product or
service from those of competitors”.
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Or
According to Philip kotler, “A brand is essentially a marketers

promise to deliver a specific set of features, benefits and
services consistently to the consumer.”
Examples of well-known Brands are Maruti Suzuki, Tata,

Samsung, Sony, Kingfisher, Coca cola etc.
FEATURES OF A BRAND
It is a promise that the product will perform as per customer’s
expectations.
 It shapes customers expectations about the product.

 It usually has a trademark which protects them from use by
others.
 A brand gives particular information about the organization
good or service.
 It helps in differentiating it from others in marketplace.
 Brand carries an assurance about the characteristics that
make the product or service unique.
 A strong brand is a means of making people aware company
offerings.
Significance of brand to customers:
 Symbolic device.
 Reduced search cost.
 Quality symbol.
 Lower risk.
 Source of product.
 It helps in satisfying their needs.
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 Awareness of brand to customers.

 It provides knowledge to customers.
 It ensures customers loyalty to a brand.
 Brands simplify consumers purchase decision.
Different approaches for Brand valuation:

Valuation based on the aggregate cost of all marketing, advertising
and research & development expenditure devoted to the brand over
a stipulated period.
1. The replacement cost method.

2. Gross margin approach: valuation based on premium pricing
of a branded product over a non-branded product.
3. Valuation t market price.
4. Valuation based on customer related factor such as esteem,
recognition or awareness.
5. Valuation based on potential future earnings discounted to
present day values.
6. Royalty relief method: we assume what royalty the firm would
have to pay if the brand was not owned by them as a
percentage of sales.
Introduction to Branding:
The constantly changing market poses new challenges to
automobile industry, and the clients’ demands are also continually
rising, so it is necessary every now and again to offer them a higher
added value. This added value is a properly planned brand strategy,
the so-called branding. Firms without any distinct features, without
a clear vision or specific mission, or without permanent values, will
sink in the mass of messages hitting the market.
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A brand image is defined through its selected symbolic

patterns. The most important among these are the brand’s name,
logo, and composition of graphic elements and colors all
associated with the company. It is crucial for a brand built on these
elements to give a clear message to the customer about the kind of company
he/she is dealing with, what its product is and who the clients are. All the
elements comprising brand image have to be closely related to the idea
and goals of the company. This certainly helps its positive identification,
and as a result a strong and distinct image is created in the customers’ mind.
The AMERICAN MARKETING ASSOCIATION defines a Brand as “A name,

term, sign, symbol or design or a combination of them,
intended to identify the goods and services of one seller or group
and to differentiate them to those for competitors”
Consumers will feel; believe, recollect knowledge when they

notice the brand name. It paves the way to strong relationship
between individual and the company. Consumer view a brand as an
important part of a product, and branding can add value to
a product. Branding has become so strong that hardly anything
goes unbranded, even fruits and vegetables. Branding helps
consumer in several ways. Brand names help consumers identify
products that might benefit them. Brands also tell the customer
about its quality. Customers who always purchase the same brand know
that they will get the same features, benefits, and quality each time they
purchase. Seller also gets several benefits from this. It becomes
basis on which a whole story can be built about a product’s special
qualities.
The brand names assure the users of certain quality standards and
consistency of quality. Brands are powerful assets that must be
carefully developed and managed. Brands are more than just
names and symbols. Brands represent consumers’
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perceptions and feelings about a product and its performance-

everything that the product or service means to customers. Brands
exist in the minds of customers. The real value of brand is its
power to capture customer preference and loyalty. Branding
involves creating mental structures and helping consumers
organize their knowledge about products and services in a way that
clarifies their decision making and in process provides value to the
firm.
The core element in the marketing mix is the company's product

because it provides the functional requirements sought by
customers. Marketing managers develop their products into
brands which help to create a unique position in the minds of
customers. Brand superiority leads to high sales, the ability to
charge price premiums and the power to resist distributor power.
Branding can be applied virtually anywhere a consumer has a

choice. It is possible to brand:
• A physical good (Nestle soup, Pantene shampoo),
• A service (Airlines),
• A store (BATA stores),
• A place
• A person (Shahrukh Khan, sachin tendulkar),
• An organization (UNICEF or BCCI),
Brand is the proprietary visual, emotional, rational, and cultural

image that you associate with the company or a product. When you
think of IBM, you think of ‘Big Blue’. The fact that you remember
the brand name and have positive associations with that, brand
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makes your product selection easier and enhances the value and
satisfaction you get from product.
PURPOSE OF BRANDING
 The purpose of branding is to create a powerful and lasting
emotional connection with customers and other audiences.
 Branding is the voice and image that represents your business
plan to the outside world.
 A powerful brand forms the basis for building strong and
profitable customer relationships.
 A powerful brand represents a profitable set of loyal
customers.
 A brand is a set of elements or “brand assets” that in
combination create a unique, memorable, unmistakable,
and valuable relationship between an organization and its
customers.
BRAND IDENTITY:
Brand Identity includes brand names, logos, positioning, brand
associations, and brand personality. A good brand name gives a
good first impression and evokes positive associations with the
brand. Brand associations are the attributes that costumer thinks
of when they hear or see the brand name.
BRAND IMAGE:
Brand image means the image of a particular brand in market and in eyes of
people. Brand image decides the popularity of a brand in
market. A brand having good brand image is considered more
popular than a brand with low image.
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COMPONENTS OF BRAND IMAGE:

There are three components to a brand image: attributes,
consequences and brand personality. It is perhaps more inclusive to
think of a brands image as encompassing all the associates that a
consumer has for that brand: all the thoughts, feelings and
imagery-even colors, sounds and smells - that are mentally liked to that
brand in the consumer’s memory.
First comes the Attributes, attributes means qualities or functions

or advantages of a particular brand. A brand is known by its
attributes i.e. the qualities it offers. Attributes affect the brand
image i.e. a product or brand with lot of advantages in comparison
to its nearest substitute is considered more suitable. Thus it enhances the
brand image.
Then comes the Consequences, consequences mean the effect of

the product. The product or brand which gives ultimate good result
is considered good brand. Thus, consequences also affect brand image.
Last component of brand image is Brand personality. Brand

personality includes associations with particular characters,
symbols, endorsers, life styles and types of users. Together, such
brand personality associations create a composite image of a brand. It gives
the brand a sense of human; it makes you feel a brand as a person.
Thus it characterized it as adventurous, head strong,
undependable, excitable etc.
Brand personalities also annunciate feelings with brand. Like

fun, excitement with Pepsi, taste, health with honey.
Brand personality also creates an annunciation of that brand with
certain important life values, such as exciting life, the search for
self respect, the need to be intellectual, the desire for self-
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expression etc. Finally what often matters more than the specific
personality attributed to brand is the question of whether a brand
has any clear personality at all. Thus, it could be said that the
brand personality of a "brand as a person", is used by
various advertising agencies and marketing client companies.
Thus, there are the 3 components of brand image. Brand image is an

important tool for making effective sales. Brand image builds the
confidence in customers. A product which owns high brand image
is always at an advantage in comparison to products with low
brand image. Thus, brand image can be described as impression of
brand in eyes of customers.
According to David Ogilvy,
"We hold that every advertisement must be considered as a

contribution to the complex symbol which is the brand
image as part of the long term investment in the reputation of
the brand."
BRAND EFFECTIVENESS
With an increase in global competition, branding

h a s b e c o m e a s o u r c e o f competitive advantage. In rapidly
evolving market for consumer, and industrial products and
services, the source of next generation competency will be branding.
In this briefing we demonstrate how to calculate the brand strength, the
price premium associated with the products categories, and type of
customers attracted to the “Premium Products”. Marketers w h o
match their brand with customers needs will have a
s u s t a i n a b l e c o m p e t i t i v e advantage.
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MEASURING BRAND EFFECTIVENESS:
There are many metrics to measure the potential of and

actual effectiveness of brands. T h e s i m p l e s t w a y i s t o
apply the concept of what we call the 4 D’s of
Branding;
[Distinctiveness, Differentiation, Defendable, Digit-able.]

• Distinctiveness: your brand should be distinct when compared to
your competitors and to all spoken and visual communications to which
your target audiences will be exposed. The more unique and distinct your
communications, the wider the field of effective competitive strength it
will have. There are simple means to apply to test the distinctiveness
of your brand.
• Differentiation: The brand strategy and brand assets must set you’re
offering apart and clearly show the specific positioning intent of your offering.
• Defendable: you will be investing in creating your brand assets and in all
cases your brand must have proprietary strength to keep others from using
close approximations. This applies to your trade names and other proprietary
words as well as to your logos, symbols, and other visual assets.
• Digit-able: In most business there is strong growing element of electronic

communications and commerce that dictates all brand assets be leveraged
effectively in tangible and electronics form. This goes for all brand assets.
BRAND ELEMENT CHOICE CRITERIA:

There are six criteria in choosing Brand element. The first three can be
characterized by brand building in terms of how brand equity can be build
through judicious choice of brand element. The latter three are more
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defensive and are concerned with how the brand equity contained in the
brand element can be leveraged and preserved in the face of various
opportunities and constraints.
 Memorable: How easily is the brand element recalled? How easily

recognized? Is this true at both purchase and consumption? Short
brand name like Nike etc...
 Meaningful: To what extent is brand element credible and suggestive

of the corresponding category? Does it suggest something about a
product ingredient or a type of person who might use the brand?
 Likeability: how aesthetically appealing does consumers find the

brand element? Is it inherently likeable visually, verbally and in other
ways? Concrete brand names such as Wheel, Sun silk etc.
 Transferable: Can a brand element be used to introduce new in the

same or different categories? To what extent does the brand element
add to brand equity across geographic boundaries and market
segments?
 Adaptable: How adaptable or updateable is the brand element?
 Protectable: How legally protectable is the brand element? How

competitively protectable? Can it be easily copied? Brand name should
be such that no one can copy it.
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TEN ATTRIBUTES OF STRONG BRAND:

 The Brand excels at delivering the benefits consumers truly
desire.
 The Brand stays relevant.
 The pricing strategy is based on consumer perceptions of
value.
 The Brand is properly positioned.
 The Brand is consistent.
 The Brand portfolio and hierarchy makes sense.
 The Brand makes use of and co-ordinates a full repertoire of
marketing activities to build equity.
 The Brand is given proper, sustained support.
 The brand manager understands what the Brand means to
customers.
 The company monitors source of Brand equity.
BRANDING BENEFITS BUYERS AS WELL AS SELLERS

IN THE FOLLOWING MANNER:
TO BUYERS:
 Help buyers identify the product that they like/dislike.
 Identify marketer.
 Helps reduce the time needed for purchase.
 Helps buyers evaluate quality of products especially if unable
to judge products characteristics.
 Helps reduce buyer’s perceived risk of purchase.
 Buyer may derive a psychological reward from owning the
Brand, i.e., Rolex or Mercedes.
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TO SELLERS:
 Differentiate product offering from competitors.
 Helps market segment by creating tailored images, i.e., contact
lenses.
 Brand identifies the company’s product making repeat
purchases easier for customers.
 Reduce price comparisons.
 Brand helps firm introduce a new product that carries the
name of one or more of its existing products, half as much as
using a new brand, lower co. designs, advertising and
promotional costs.
 Easier cooperation’s with intermediaries with well-known
brands.
 Facilitates promotional efforts.
 Helps fosters brand loyalty helping to stabilize market share.
 Firms may be able to charge a premium for the brand.
Consumer:
Traditionally consumers have been defined very strictly in
terms of economic goods and services, wherein monetary exchange
has been involved.
This concept, over a period of time, has been broadened. Some

scholars also include goods and services where a monetary
transaction is not involved and thus the uses of services of
voluntary organizations are also thought as consumers. This means
organization such as UNICEF, CRY, or political groups can be
viewed their public as “consumers”.
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IMPORTANCE OF CUSTOMER:
Companies do not fail because they run out of money; they fail
because they run out of customer’s orders. Having no cash or
money is bur a symptom of the deeper problem- the firm has failed
to attract buyers for their products or services. Customers provide
the revenues needed to achieve profitability. Delight the customer
and you can be sure that he or she will come back to you. In
addition to the revenue from the customer’s purchases, satisfied
customers provide free word of mouth exposure that increases the
market.
Satisfied customers will always be quick to tell others about good

books they have read, handy products they have discovered and
helpful services that saved their time, money or aggravation. A
happy customer can bring more loyal customers, buying customers,
which in turn bring more loyal buying customers. In addition, they
can provide us with feedback to improve the products or services.
CONSUMER BEHAVIOUR:
It can be defined as “all psychological, social and physical
behavior of all potential consumers as they become aware of
evaluate, purchase, consume and tell others about the products
and services”.
For any company it is important to know about the needs and

requirements of their customers.
Example: It has been found that the most searched car in India is
Maruti Suzuki and it sells more than half the cars in India. Maruti
Suzuki also enjoys 70 percent repeat buyer which in tune with its
claim of being consumer friendly.
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There are several aspects that consumer look at with varying

degree:
1. Price: People look for affordable price. They have their budget
that they can spend on a car. For middle class and lower
middle class Indian price is a very important factor. Maruti
has been successful in catering to their needs.
2. Mileage: Consumers look at mileage. In this scenario of rising

petrol prices mileage becomes a very important characteristic.
Fuel efficiency of car is demanded by all categories of buyers.
3. Brand Recognition and Association: Consumer likes to be

associated with an established brand. It gives them a sense of
security.
4. Durability and Warranty: A car is not purchased very often.

Customers look for durability.
5. Appearance and Style: Car is status symbol for many

customers. It’s a form of portraying their class and current
financial condition. These customers give a lot of importance
on the appearance and style. Relatively young customers look
more for style than old ones.
6. Reliability and Trust: A brand should be associated with

trust and reliability, only then will it be positioned in the
minds of the people for a longer time and can succeed in the
market.
7. Availability: With the explosion of choices, products should be

easily available otherwise prospective customers will shift to
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the competitors. Ease of availability can also bring competitors

customers to our brand if they fail in this category.
8. Resale Value: People like to change cars after certain number

of years which depends on several parameters. New car
purchase is often accompanied by exchange of old car. Hence
a high resale value is what customers look for and Maruti
provides this.
Stages in Consumer buying decision process:
NEED/ PROBLEM RECOGNITION
INFORMATION SEARCH
EVALUATION OF ALTERNATIVES
PURCHASE DECISION
POST PURCHASE BEHAVIOUR
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1. Need/Problem recognition:
The buying process starts when the buyer recognizes a problem or

need. The need can be triggered by internal or external stimuli.
By gathering information from a number of consumers the markets

can identify the most frequent stimuli that spark an interest in a
product category. The marketer then develops marketing strategies
that trigger consumer interest.
2. Information Research
An Aroused customer will be inclined to search for more

information. How much search a person undertakes depends upon
the strength of his drive the amount information he initially has,
the ease of obtaining additional information and the value he places

on additional information and the satisfaction he gets from the
search.
3. Evaluation of alternatives:
There are several decision evaluation processes. Consumer differ as

to which product attributes they see as relevant or salient they will
pay the most attentions to the once that will deliver the sort
benefits. The consumer is likely to develop a set of brand beliefs
about where each brand stand on each attribute these beliefs make
up the brand image.
4. Purchase Decision:
In the evaluation stage the consumer forms preferences among the

brands in the choice set. The consumer may also form a purchase
intention to buy the most preferred brand. Purchase intention is
influenced by unanticipated situational factors. The consumers
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form a purchase intention on the basis of such factors as expected

family income, expected price, and expected product benefits.
5. Post purchase behavior:
After purchasing the product, the consumer will experience some

level of satisfaction or dissatisfaction. The marketer’s job doesn’t
end when the product is bought but continues into the post
purchase period. If the product’s performance falls short of
customers expectations, the customers are disappointed. If it meets
expectation, the customer is satisfied, if it exceed expectations the
customer is delighted, if the consumer is satisfied he or she will
exhibit a higher probability of purchasing the product again.
LOYALTY
Many definitions of loyalty exist. But it is generally

described as the propensity of a buyer to purchase the same brand
repeatedly. Faithfulness, consistency and a lack of switching all
might be useful in defining loyalty.
Price premium: A basic indicator of loyalty is the amount a

customer will pay for a product in comparison to other comparable
products. A price premium can be determined by simply asking
customer how much more he would be willing to pay for the brand.
Customer satisfaction:
According to Philip Kotler: “If the product matches expectations

the consumer is satisfied. If it exceeds them, the consumer is highly
satisfied, if it falls short, the consumer is dissatisfied”.
Therefore, satisfaction is measured based on two key variables, viz.
1. Customer expectation
2. Product performance
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A direct measure of customer satisfaction can be applied to existing

customers. The focus can be the last use experience from the
customers view.
Loyalty programs help to create an emotional bonding, thereby

resulting in a lifelong customer relationship. They have gained
immense popularity in the past decade. This is mainly due to
culture of entitlement, wherein the customers believe that they
deserve a special treatment over the normal visitors due to their
frequency in visiting the retailer. Retailers have learnt to smartly
capitalize this attitude of the customers through their creative
thoughts. It might cost them a little, but brings forth goodwill, and
ultimately resulting in the long term relationship with them. They
are now a key to revenue growth of any business. Thus, it can be
precisely called as loyalty craze.
BRAND LOYALTY:
The extent to which a consumer constantly buys the same
brand within a product category is called brand loyalty.
It is the scenario where the consumer fears purchasing and

consuming product from another brand. Brand loyalty exists when
the consumer feels that the brand consists of right product
characteristics and quality at right place. Even if the other brands
are available at cheaper price or superior quality, the brand loyal
consumer will stick to his brand. It can be developed through
various measures such as quick service, ensuring quality products,
continuous improvement, wide distribution network etc.
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FACTORS OF BRAND LOYALTY:

It’s a simple fact that its costs must less to keep existing
customers than to create new ones. With so many factors
influencing brand loyalty, how do you begin to understand your
customers and how to protect them from the competing offers they
face every day? If your goal is understand and improve the factors
influencing brand loyalty – and build even strong brand loyalty
relationships- measuring customer loyalty is a great place to start.
Brand loyalty is viewed as multidimensional construct. It

is determined by several distinct psychological processes and it
entails multivariate measurements. The key influencing factor of
brand loyalty is Brand name, product quality, price, style, store
environment, promotion and service quality.
1. Brand Name
Famous brand name can disseminate product benefits

and lead to higher recall of advertised benefits that non –famous
brand name. There are many un-familiar brand names and
alternatives available in the market place. Consumers may prefer to
trust major famous brand names. These prestigious brand names
and their images attract consumers to purchase the brand and
bring about repeat purchasing behavior and reduce price related
switching behaviors’ furthermore: brand personality provides links
to the brands emotional and self expensive benefits for
differentiation. This is important for brands which have only minor
physical differences and are consumed in a social setting where the
brand can create a visible image about the consumer itself.
Brand name is the creation of an image or the development of a

brand identity and is an expensive and time consuming process.
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The development of a product name is an essential part of the

process since the name is the basis of a brands image. Brand name
is important for the firm to attract customers to purchase the
product and influence repeat purchasing behavior. Consumers tend
to perceive the products from an overall perspective, associating
with the Brand name all the attributes and satisfaction experienced
by the purchase and use of the product.
2. Product quality
Product quality encompasses the features and

characteristics of a product or service that bears on its ability to
satisfy stated or implied needs. In others words, product quality is
defined as “fitness for use” or conformance to requirement.
Consumer may repeat the purchase of single brands or

switch around several brands due to the tangible quality of the
product sold. According to FRINGS, the components of product
quality of fashion merchandise include size measurement, cutting
or fitting, material, color, function and performance of the
merchandise.
3. Price
According to Cadogan and Foster, price is probably the most

important consideration for the average consumer. Consumers with
high brand loyalty are willing to pay a premium price for their
favored brand so; their purchase intention is not easily affected by
the price.
In addition, customers have a strong belief in the price and

value of their favorite brands so much so that they would compare
and evaluate prices with alternative brands.
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Consumer’s satisfaction can also be built by comparing price with

perceived costs and values. If the perceived values of the product
are greater than cost, it is observed that consumers will purchase
that product.
Loyal customers are willing to pay a premium even if the price has
increased because the perceived risk is very high and they prefer to
pay a higher price to avoid the risk of any change. Basically, long
term relationship of service loyalty make loyal customers more
prices tolerant, since loyalty discourages customers from making
price comparison with other products by shopping around. Price has
increasingly become a focal point in consumers’ judgments of offer
value as well as their overall assessment of the retailer. Price is
described as the quantity of payment or compensation for
something. It indicates price as an exchange ratio between
goods that pay for each other.
Price also communicates to the market the company’s intended

value positioning of its product or brand.
4. Style:
Style is visual appearance, which includes line, shape

a n d d e t a i l s a f f e c t i n g consumer perception towards a brand.
Consumers’ judgment depends on the consumers’ level of fashion
consciousness, so judgment will be conditioned by their opinion of what is
currently fashionable. They gain satisfaction from wearing the latest fashion
and style which also satisfies their ego. According to Sproles and
Kendall, fashion consciousness is generally defined as an
awareness of new styles, changing fashions, and attractive styling, as well as
the desire to buy something exciting and trendy.
5. Store Environment:
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The store environment is the single most important Factor

in retail marketing success and store prolonged existence.
Positive attributes of the store, which includes store location,
store layout, and in-store stimuli, affect brand loyalty to
some extent. Store location and number of outlets are crucial in
altering consumer shopping and purchasing patterns. If consumers
find the store to be highly accessible during their shopping trip and
are satisfied with the store’s assortment and services, these
consumers may become loyal afterwards. Thus, a store’s atmosphere is
one of the factors that could influence consumer’s decision making. T h e
stimuli in the store, such as the characteristic of
o t h e r s h o p p e r s a n d salespeople, store layout, noises,
smells, temperature, shelf space and displays, sign, colors,
and merchandise, affect consumers and serve as elements of
apparel attributes which may in turn, affect consumer decision
making Satisfaction with the brand.
On the other hand, background music played in the stores

affects attitudes and behavior. The slow-beat musical selection
leads to higher sales volume as consumers spend more time and
money in a conductive environment. There are many advantages to retailers
having loyal customers.
6. Promotion:
Promotion is a marketing mix component which is a kind of

communication with consumers. Promotion includes the use of
advertising, sales promotions, personal selling and publicity.
Advertising is a non-personal presentation of information in mass
media about a product, brand, company or store. It greatly affects
consumer’s images, beliefs and attitudes towards products and brands,
and in turn, influences their purchase behaviors’.
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This shows that promotion, especially through advertising,

can help establish ideas or perceptions in the consumers’ minds
as well as help differentiate products against other brands. Sales
promotion tools are used by most organizations in support of
advertising and public relations activities, and they are targeted
toward consumers as final users. Promotion has a key role in
determining profitability and market success and is one of
the key e l e m e n t s o f t h e m a r k e t i n g m i x w h i c h i n c l u d e s
a d v e r t i s i n g ; d i r e c t m a r k e t i n g ; s a l e s promotion; public
relations and publicity; personal selling and sponsorship.
7. Service Quality:
A common definition of service quality is that the service should

correspond to the customers’ expectations and satisfy their needs
and requirements. Service quality is a kind of personal selling,
and involves direct interactions between salespeople and
potential buyers. Consumers like to shop at specific stores
because they like the services provided and are assured of certain
service privileges. The impact of salespeople-consumer relationships will
generally result in long-term orientation of consumers towards the
store or brand. Trust in salespeople appears to relate to overall
perceptions of the store’s service quality, and results in the
consumer being totally satisfied with the stores in the end.
MINDSET OF BRAND LOYALISTS:

A Customer who is loyal to a brand has a typical mindset.
When a customer is committed to a brand he/she keeps coming
back to the brand to buy a product or a service. A loyal customer is
always willing to Pay higher price for his/her preffered brand than
other brands. He/she also recommend this brand to others after
realizing that the brand offers value for money.
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BRAND MANAGEMENT:
It includes managing the tangible and intangible characteristics of
brand. In case of product brands, the tangibles include the product
itself, price, packaging etc. While in case of service brands, the
tangibles include the customer’s experience. The tangibles include
emotional connection with the product or service.
Objectives of Brand management:

 To produce, promote and distribute goods that are
attractive to consumers.
 To provide best deal to customers in terms of utility value
compared to competitors.
 To control consumers brand choice behavior.
 Creation and management of brand equity.
 Enhance Brand image.
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DIFFERENT CONCEPTS OF BRAND MANAGEMENT
BRAND
BUILDING
BRAND BRAND
STRETCH AWARENESS
CONCEPTS OF
BRAND
MANAGEMENT
BRAND BRAND
PERSONALITY RECOGNITION
BRAND BRAND
ASSOCIATION LOYALTY
BRAND BUILDING:
Developing a brands image and standing with a view to creating

long term benefits for brand awareness and brand value.
 Brand building tools:
Marketers are using some tools of brand building .Among the most
important are:
 Public relations.
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 Factory visits.
 Social cause marketing.
 Trade shows.
 Event marketing.
 Sponsorships.
 Public facilities.
BRAND AWARENESS:
The probability that consumers are familiar about the life and
availability of the product is called brand awareness.
It is the degree to which consumers precisely associate the

brand with the specific product. It is measured as ratio of niche
market that has former knowledge of brand. It is measured
according to the different ways in which consumers remember a
brand.
BRAND RECOGNITION:
A customer’s awareness that a brand exists and is an

alternative to purchase is called brand recognition.
It is consumer ability to recognize brand. It relates to

consumers ability to confirm prior exposure to that brand when
given the brand as a cue. It requires that consumers can correctly
discriminate the brand compared to other brands. The consumers
can clearly differentiate the brand as having being earlier noticed or
heard.
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BRAND ASSOCIATIONS:
The degree to which a special product or service is

recognized within its class or category is called brand associations.
It should be associated with something positive so that the

customers relate the brand to being positive. Brand associations are
the attributes of brand which come into consumers mind when the
brand is talked about. It is related with the implicit and explicit
meanings which a consumer relates/associates with a specific
brand name.
BRAND PERSONALITY:
Brand personality is the way a brand speaks and behaves.

It means assigning human personality characteristics to a brand so
as to achieve differentiation. When brand image or brand identity is
expressed in terms of human traits, it is called brand personality.
BRAND STRETCH:
The companies need to stretch the brand as per the

requirements. When a brand is extended into new product
categories or joins co-branding ventures its identity is stretched.
They need to stretch it enough to be able to go in new directions.
They should never stretch it to such an extent that the essence is
diluted.
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BRAND LOYALTY:
The extent to which a consumer constantly buys the same brand

within a product category is called brand loyalty.
It is the scenario where the consumer fears purchasing and

consuming product from another brand. Brand loyalty exists when
the consumer feels that the brand consists of right product
characteristics and quality at right place. Even if the other brands
are available at cheaper price or superior quality, the brand loyal
consumer will stick to his brand. It can be developed through
various measures such as quick service, ensuring quality products,
continuous improvement, wide distribution network etc.
BRAND EXTENSION
According to Aaker and Keller, “Brand Extension is using an

established Brand name to enter a new product category. It is also
called as Brand stretching. It is now a quite popular and
frequently used strategy in brand management”.
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CLASSIFICATION OF BRAND EXTENSION
BRAND EXTENTION
HORIZONTAL EXTENSION VERTICAL EXTENSION
Line Extension Up Scale Extension
Category Extension Down Scale

Extension
Brand extension can be classified as horizontal extension and

vertical extension:
1. Horizontal extension:
According to Pitta and Katsanis, horizontal extension is
defined as extending a parent brand to a product which is
completely new for the company. It is further classified as,
A. Line extension: According to Keller, in line extension parent
brand is used to introduce a new product within a product
category currently served by the parent brand.
B. Category extension: In category extension the parent brand
is used to enter a different product category for what currently
served by the parent brand.
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2. Vertical extension:
Vertical extension is defined as introducing a similar brand to

the same product category while being different in quality and
price. It is further classified as,
A. Up-scale extension: The upscale extension refers to a high

quality and higher price point as compared to the parent
brand.
B. Down scale extension: The down scale extension means,
extending a brand with lower quality and price.
WHY BRAND MAKES SENSE?

A Brand needs to be carefully managed so that its equity does not
depreciate. This requires maintaining or improving brand
awareness, perceived quality and functionality, and positive
associations. These tasks require continues R and D Investments,
skillful advertising and excellent trade, and consumer service.
Each firm wants to identify its products and distinguished them

from their competitors in the market. A firm does and confirms it by
means of branding. Branding means, naming the product for its
identification and distinction. A product will gain its image and
consumer loyalty through its brand.
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“What distinguished a brand from its unbranded

commodity”?
Counterparts are the consumer’s perceptions and feelings
about the products commodity, products attributed and how they
perform. Ultimately, a brand resides in the minds of consumers. A
brand can be better positioned by associating its name with
desirable benefits.
A brand needs to be carefully managed so that its equity does not

depreciate. This requires maintaining or improving brand
awareness, perceived quality and functionality, and positive
associations. These tasks require continuous R and D investment,
skillful advertising, and excellent trade and consumer service.
REASONS FOR BRAND FAILURE

There are number of reasons, which contribute to brand failure.
Anjan chaudhari- examines brand failure in India as well as
abroad. In India 25% of project failures are due to input problems,
41% due to management bottlenecks such as incompatible
technology, poor assessment of competition and 22% due to
marketing problems.
According to Davidson’s analysis of Brand failures in UK, most

products that fail are the products that are not significantly
different from one’s already available.
He lists several behavioral reasons for failure of new products. They

are:
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 Hurriedly launching products, the eye being on the

competition rather than the customer.
 Launching products simply because it is company policy to
launch a certain number every year.
 Inability of brand managers to speak up against products that
are rushed through. Development of vested interests around a
new brand’s launch.
 Overestimation of strengths like company reputation.
 Inability to look at changes in the environment because too
much involved in brand development.
We generally say that Brand failures can be attributed to:
 Unrealistic features.
 Cultural reasons.
 Wrong positioning.
 Failing in the Brand extension trap.
 Lack of viable niche/ segment.
 Me-too strategies.
 Lack of attention paid to the life cycle of the product.
Branding at a Glance
The success of a product, service, individual, business,

organization, or even a city is based on being perceived as unique.
Look at any market leader and you’ll find they each own a place in
the consumer’s mind. They have positively differentiated themselves
from the rest of the competition. Branding is creating that
individual niche in the consumer’s psyche and owning it. More than
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just marketing, branding is the entire effect that creates a

memorable identity.
A successful branding program is also based on differentiating

yourself as unique. Effective branding creates a perception that
there is no other product, service, organization or community quite
like yours. Whether the distinction is a result of function, form,
ease of use, price or prestige, the consumer believes you offer
something exceptional.
Branding products has been a concept that has been there and
thereabout since the ages, and internationally it has gained
prominence as a means for building a product or service’s identity
and personality. Brands such as Nike and Apple stand as testament
to the massive influence that Branding a product successfully can
have on its future and popularity. Both the said Brands evoke
feelings in almost all consumers’ mind that other products can only
envy.
Branding hence looks to provide a product or a service with an

identity, which can be called its own, and exist for the infinite
future. Branding, thus, turns a generic product into an entity with
a name and with attributes, which can evoke associations and
feelings, and which has a distinct personality.
Page 35
PART-A
INDUSTRY PROFILE
INDIA TWO WHEELER HISTORY

India is the largest manufacturer and producer of two-wheelers in
the world. It stands next only to Japan and China in terms of the
number of two wheelers produced and domestic sales respectively.
The Indian two wheeler industry made a small beginning in the
early 50s where Automobile Products of India (API) started
manufacturing scooters in the country. Until 1958, API and Enfield
were the sole producers.
In 1948, Bajaj Auto began trading in imported Vespa scooters and

three-wheelers. Finally, in1960, it set up a shop to manufacturer
them in technical collaboration with Piaggio of Italy. The agreement
expired in 1971. In the initial stages, API dominated the scooter
segment; Bajaj Auto later overtook it. Although various government
and private enterprises entered the fray for scooters, the only new
player that has lasted till today is LML.
Under the regulated regime, foreign companies were not allowed to

operate in India. It was a complete seller market with the waiting
period for getting a scooter from Bajaj Auto being as high as 12
years. The motorcycles segment was no different, with only three
manufactures viz Enfield, Ideal Jawa and Escorts. While Enfield
bullet was a four-stroke bike, Jawa and the Rajdoot were two-stroke
likes, Enfield 350cc bikes and Escorts 175cc bike initially
dominated the motorcycle segment.
Page 36
The two-wheeler market was opened to foreign competition in the

mid-80s. And then market leaders – Escorts and Enfield were
caught unaware by the onslaught of the 100cc bikes of the four
Indo-Japanese joint ventures. With the availability of fuel efficient
low power bikes.
Italians recorded designs for wind-driven vehicles. The first was

Guido da Vigevano in 1335. It was a windmill-type drive to gears
and thus to wheels. Vaturio designed a similar vehicle that was also
never built. Later Leonardo da Vinci designed clockwork-driven
tricycle with tiller steering and a differential mechanism between
the rear wheels.
In the early 15th century, the Portuguese arrived to China and the
interaction of two cultures led to a variety of new technologies,
including the creation of a wheel that turned under its own power.
By the 1600s, small steam-powered engine models were developed,
but it was another century before a full-sized engine-powered
vehicle was created.
A Catholic priest named Father Ferdinan Verbiest is credited to

have built a steam-powered vehicle for the Chinese Emperor Chien
Lung in about 1678. There is no information about the vehicle, only
the event. Since James Watt didn’t invent the steam engine until
1705, we can guess that this was possibly a model vehicle powered
by a mechanism like Hero’s steam engine a spinning wheel with jets
on the periphery.
Although by the mid-15th century the idea of a self-propelled vehicle

had been put into practice with the development of experimental
vehicles powered by means of springs, clockworks, and the wind.
Page 37
Nicolas-Joseph Cugnot of France is considered to have built the

first true automobile in 1769. Designed by Cugnot and constructed
by M.Brezin, it is also the first vehicle to move under its own power
for which there is a record. Cugnot’s three-wheeled steam-powered
vehicle carried four persons and was meant to move artillery pieces.
It had a top speed of a little more than 3.2 km/h (2mph) and had to
stop every 20 minutes to build up a fresh steam.
Evans was the first American who obtained a patent for a self
propelled carriage. He, in fact, attempted to create a two in one
combination of a steam wagon and a flat-bottomed boat, which
didn’t receive any attention in those days. During the 1830’s the
steam vehicle had made great advances. But stiff competition from
railway companies and crude legislations in Britian forced the poor
steam vehicle gradually out of use on roads.
Carl Benz and Gottlie Daimler, both Germans, share the credit of
changing the transport habits of the world, for their efforts laid the
foundation of the great motor industry, as we know it today. First,
Carl Benz invented the petrol engine in 1885 and a year later
Daimler made a car driven y motor of his own design and the rest is
history.
Daimler’s engine powered to be a great success mainly because of

its less weight that could deliver 1000rpm and needed only very
small and light vehicles to carry them.
France too had joined the motoring scenario by 1890 when two
Frenchmen Panhard and Levassor began producing vehicles
powered by Daimler engine, and Daimler himself, possessed by the
automobile spirit, went on adding new features to his engine. He
Page 38
built the first V-Twin engine with a glowing platinum tube to

explode the cylinder gas the very earliest form of sparking plug.
Charles Duryea built a motor carriage in America with petrol engine

in1892, followed by Elwood Haynes in 1894, thus paving the way
for motorcars in that country.
For many years after the introduction of automobiles, three kinds of

power sources were in common use: steam engines, gasoline or
petrol engines, and electric motors. In 1900, over 2300 automobiles
were registered in New York, Boston, Massachusetts, and Chicago.
Of these, 1170 were steam cars, 800 were electric cars, and only
400 were gasoline cars.
In ten years from the invention of the petrol engine, the motorcar
had evolved itself into amazing designs and shapes. By 1898, there
were 50 automobile-manufacturing companies in the United States,
a number rose to 241 by 1908. In that year, Henry Ford
revolutionized the manufacture of automobiles with his assembly-
line style of production and brought out the Model T, a car that was
inexpensive, versatile, and easy to maintain.
Hebert Austin and William Morris, two different carmakers,

introduced mass production methods of assembly in the UK, thus
paving the way for a revolution in the automobile industry, Austin
Seven was the world’s first practical four-seater baby car which
brought the pleasures of motoring to many thousands of people
who could not buy a larger, more expensive car. Even the well-loved
model and one of the most popular cars in the 1920s.
Automobile manufactures in the 1930s and 1940s refined and

improved on the principles of Ford and other pioneers. Cars were
generally large, and many were still extremely expensive and
Page 39
luxurious; many of the most collectible cars date from this time.
The increased affluence of the United States after World War II led
to the development of large, petrol consuming vehicles, while most
companies in Europe made smaller, more fuel-efficient cars.
India is the second largest manufacturer and producer of two

wheelers in the world. It stands next only to Japan and China in
terms of the number of two-wheelers produced and domestic sales
respectively. The Indian two-wheeler industry made a small
beginning in the early 50s when Automobile Products of India (API)
started manufacturing scooters in the country. Until 1958, API and
Enfield were the sole producers.
In 1948, Bajaj Auto began trading in imported Vespa scooters and

three-wheelers. Finally, in 1960, it set up a shop to manufacture
them in technical collaboration with Piaggio of Italy. The agreement
expired in 1971. In the initial stages, API dominated the scooter
segment; Bajaj Auto later overtook it. Although various government
and private enterprises entered the fray for scooters, the only new
player that has lasted till today is LML.
Under the regulated regime, foreign companies were not allowed to

operate in India. It was a complete to seller market with the waiting
period for getting a scooter from Bajaj Auto being as high as 12
years. The motorcycles segment was no different, with only three
manufactures viz Enfield, Ideal Jawa and Escorts. While Enfield
bullet was a four-stroke bike, Jawa and the Rajdoot were two-stroke
bikes. Enfield 350cc bikes and Escorts 175cc like initially
dominated the motorcycle segment.
The two wheeler market was opened to foreign competition in the

mid-80s. And the market leaders – Escorts and Enfield – were
caught unaware by the onslaught of the 100cc likes of the four
Indo-Japanese joint ventures. With the availability of the fuel-
Page 40
efficient low power likes, demand swelled, resulting in Hero Honda –

then the only producer of four stroke bikes (100cc category), gaining
a top slot.
The first Japanese motorcycles were introduced in the early

eighties. TVS Suzuki and Hero Honda brought in the first two-
stroke and four-stroke engine motorcycle respectively. These two
players initially started with assembly of CKD kits, and later on
progressed to indigenous manufacturing. In the 90s the major
growth for motorcycle segment was brought in by Japanese
motorcycles, which grew at a rate of nearly 25% CAGR in the last
five years. The industry had a smooth ride in the 50s, 60s and 70s
when the Government prohibited new entries and strictly controlled
capacity expansion. The industry saw a sudden growth in the 80s.
It was in the year 1954 that the Indian government ordered for total
number of 800 motorcycles to man the Pakistan borders. In came
the bullets which were initially launched in England as a 350cc like
and it was upgraded to 500cc a year or so later. These bikes have
remained unaltered, barring some cosmetic changes which have
undergone over the years. Thus one can say without much of a
doubt that the 1955 Bullet was one of the initial hits of the Indian
two-wheeler industry and till today it continues to be a darling of
the motorcycle enthusiasts.
Enfield Bullet had a close competition with another study bike

named Rajdoot; as the bike was strong enough Indian roads. The
company had roped in Indian Human Dharmendra for the
promotion of the bike. With more than 1.6 million vehicles on the
road the Rajdoot motorcycle was one of the initial hits of the earlier
years of two-wheeler history in the country.
When heavy motorcycles were the order of the day, a relatively

lighter bike had caught on the imagination of the Indian two
Page 41
wheeler user. Ind Suzuki bike launched by then TVS Suzuki group
was an instant hit; however the like could not sustain its initial
success due to the high import content in the vehicle and less of
localization.
The industry witnessed a steady growth of 14% leading to a peak

volume of 1.9mn vehicles in 1990. The entry of Kinetic Honda in
mid-eighties with in 1990, the entire automobile industry saw a
drastic fall in demand. This resulted in a decline of 15% in 1991
and 8% in 1992, resulting in a production loss of 0.4mn vehicles.
Barring Hero Honda, all the major producers suffered from
recession in FY94. Hero Honda, showed a marginal decline in 1992.
The reasons for recession in the sector were the incessant rise in
general price level and credit crunch in consumer financing. Factors
like increased production in 1992, due to new entrants coupled
with the recession in the industry resulted in company either
reporting losses or a fall in profits.
GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN

TWO WHEELER INDUSTRY
The growth witnessed by the Indian two wheeler industry indicates
the growing demand for two cost personal transportation solutions
amongst the 300 million Indian middle class consumers. Despite
this spectacular growth rate, the two wheeler penetration (number
of two wheelers per 1000 inhabitants) in Indian remains lower than
other Asian countries like Taiwan, Thailand, Malaysia, Vietnam,
Indonesia and China. In the present scenario, growth in the two
wheelers industry will be driven by several factors.
Page 42
RISE IN INDIA’S YOUNG WORKING POPULATION

With the rising levels of per capita income of people, the Indian two
wheeler market offers a huge potential for growth. The growth is
relevant I the light of the fact that 70% of India’s population is
below the age of 35 years and 150 million people will be added to
the working population in the next five years. The number of
women in the urban work force is also increasing; this will lead to
the growth of gearless scooters.
RISE OF INDIA’S RURAL ECONOMY AND GROWTH IN

MIDDLE INCOME HOUSEHOLDS:
The growth prospects of the Indian rural economy offer a significant
opportunity for the motorcycle industry in India. The penetration of
motorcycles amongst rural households with income levels greater
than US$ 2200 per annum has already increased to over 50 per
cent. The current target segment for two wheeler i.e., households
belonging to the income category of US$ 2200-12000 is expected to
grow at a CAGR of 10%.
GREATER AFFORDAILITY OF VEHICLES:

The growth in two-wheelers sales in India has been driven by an
increase in affordability of these vehicles. An analysis of the price
trends indicates that prices have more or less stagnated in the past.
This has been part of the marketing strategy adopted by the
manufactures to gain volume, as well as conscious efforts adopted
to ring down costs. The operating expenses of leading manufactures
have declined by around 15% in the last 5 years. With greater
avenues of financing, the customer’s capacity to own a two wheeler
has improved.
Page 43
RAPID PRODUCT INTRODUCTION AND SHORTER

PRODUCT LIFE CYCLE
The last five years have witnessed a sharp increase in new product
launches in the two-wheeler industry. It is estimated that close to
50 new products have been launched by manufactures during this
period, filling up all price points and targeted at various consumer
segments.
INADEQUATE PUBLIC TRANSPORT SYSTEMS IN MOST

URBAN AREAS
The economic boom witnessed in the country and the
increased migration to urban areas have increased the
traffic congestion in Indian cities and worsened the existing
infrastructure bottlenecks. Inadequate urban planning has
meant that transport systems have not kept pace with the
economic boom and the growing urban population. This
has increased the dependence on personal modes of
transport and the two wheelers market has benefited from
this infrastructure gap.
Page 44
PART-B
COMPANY PROFILE
Page 45
1. Parent Suzuki motor corporation

company
2. Category Motor cycles, Scooters
3. Sector Two-wheeler
4. Tagline/Slogan Ride the wind of change
5. USP Suzuki is Japan’s 4th largest automobile

manufacturer
6. Segment Middle-class people who want a bike that
is stylish and gives a good mileage
7. Target group Middle class youth from the age bracket
of 25-35
8. Positioning Powerful sports bikes for high speed and
performance
Product Portfolio
9. Brands 1. Suzuki Boulevard
2. Suzuki Hayabusa
Page 46
SWOT Analysis
10. Strengths 1. Size and scale of parent company
2. Effective advertising capability
globally
3. High emphasis on R and D,
especially in motorsport
4. Established market distribution
channel and popular brand name
5. Suzuki motors manufacturers
automobiles, engines, motorcycles.
ATVS, Outboard motors
6. Has over 50,000 employees globally
11. Weaknesses Yet to make a stronghold in the

emerging markets like India.
12. Opportunities 1. Two-wheeler segment is one of the

most growing industries.
2. Export of likes is limited i.e.
untapped international markets.
13. Threats 1. Strong competition from India as
well as international brands
2. Dependence on government policies
and rising fuel prices
3. Better public transport will affect
two-wheeler sales.
Page 47
Competition
14. Competitors 1. Bajaj Auto Limited
2. Hero Motor Corp
3. Honda
4. TVS
5. Yamaha
6. Harley Davidson
7. Royal Enfield
8. Ducati Superbike
About Suzuki Motor Corporation

Suzuki Motor Corporation, one of the global giants of motorcycle
manufacturing, is headquartered in Japan. It holds major stake in
its Indian subsidiary, Suzuki Motorcycle India Private Limited
(SMIL). SMIL was set up after Suzuki’s re-entry into the Indian two-
wheeler market. It had severed ties with partner TVS in 2001.
Suzuki was then the technology provider in the erstwhile joint
venture company TVS-Suzuki.
Suzuki manufacturers a complete range of motorcycles as well as

small combustion-powered engine products. A global giant, it has
its production units in more than 22 countries. However, in India, it
is mostly known as car manufacturer, thanks to its collaboration
with Maruti. Together they are Maruti Suzuki, largest automobile
sellers in India.
Suzuki began manufacturing motorcycles in 1952. During the

1950s, 1960s and the better part of the 1970s, the company made
motorcycles with two-stroke engines. Suzuki introduced its first
Page 48
motorcycles with a four-stroke engine, the GS400 and GS750, in

1976. Thereafter, Suzuki established a reputation as a
manufacturer of well-engineered sport motorcycles. In India, the
major scooter products launched by the SMIL are the Suzuki
Access 125 and the Suzuki Swish 125.
The Suzuki Car company has largely been credited for having
brought in an automobile revolution to India. What started as a
small scale joint venture with Maruti is now India’s largest car
manufacturing company for some innumerable years and at the
moment they appear to be invincible.
But unfortunately their counterpart Suzuki Motorcycle company

never really enjoyed that much success in India. There was a time
when their business looked all set and rocking, and then there were
times when it was in a major crisis. And finally they had to pack off
their bags and quit unceremoniously only to come back few years
later.
Well that seems to be the exact case in the 17 years old joint
venture between TVS and Suzuki. In 1984, Suzuki came together
with TVS for the production of 100 cc motorcycles under the name
of Ind-Suzuki.
Subsequently the moped division was bought by Ind Suzuki

Motorcycles in 1987 and the company changed its name to TVS
Suzuki Ltd. Suzuki was to provide technical assistance to TVS.
Even though TVS had a wide range of products including mopeds,
scooters and motorcycles, collaboration with Suzuki was for
Motorcycles only. Soon sales started to pick up and the models
were an instant hit. The Max-1oo motorcycles were very successful
and known for their reliability, so much that these motorcycles
formed a base for further development of products for the company.
Page 49
From 1990to 2000s

In late 1990 the company posted losses for the first time.
Automobile analyst remarked TVS Suzuki’s products lagged behind
in performance and fuel efficiency when compared to other
companies. A year later there was a company lockout due to labor
problems and it got a practically sick company image. In 1992, a
turnaround strategy was formulated. TVS-Suzuki then introduced
five new models surprising everyone –which included supra, supra
SS, Shogun, Samurai and Shaolin, which was India’s first 5-speed
140cc motorcycle.
Aggressive marketing strategies were used and special attention to

skill development of managers, sales officers and service engineers
was given. Number of dealership outlets was reduced from 400 to
250. The move worked and the company succeeded in making a
turnover of Rs. 4.1 billion and a net profit of Rs 300 million in the
year 1994. It was a remarkable recovery. Soon the company rose to
sparkling heights and was in close competition with Hero Honda.
TVS-Suzuki was now India’s second largest two wheeler
manufacturing company. However, somewhere in the midst of the
turnaround, differences between the two surfaced up.
The split Between TVS & Suzuki

TVS accused Suzuki of creating roadblocks in the management and
also strongly resisted the launch of Samurai and Shogun, both of
which proved to e successful models for the company eventually.
Moreover Suzuki refused TVS more funds and technology for new
models to keep in pace with the competition. “Everything without
exception had to e approved by Suzuki” said a TVS spokesman.
Page 50
Soon the official version came out in public. It is said that Suzuki’s
demands were VETO rights over aspects of management and in
decision making process, restrictions on exports, conditions to
restrict use of local components, compulsory import of all Dyes and
capital equipment’s from Suzuki and payment of royalty for an
indefinite period.
TVS straightway resisted all of these demands. The government

decided not to interfere in the issue and soon TVS-Suzuki witnessed
huge decline in sales. Meanwhile, the Indian Motorcycle segment
shifted to four stroke models and TVS-Suzuki lost out on massive
demand.
Kawasaki & Suzuki

Later, Suzuki expressed desire to increase the equity holding and in
August, 2001 they entered an agreement with Kawasaki for product
development, Design Engineering and manufacturing. TVS saw this
as a direct conflict of interest. And finally in September, 2001 TVS-
SUZUKI announced their breakup.
TVS bought the 25.97% stake of Suzuki for Rs 90 million,

increasing its stake to 58.43%. The frog-shaped but powerful 150cc
Fiero was the last product of TVS-Suzuki. It was a celebration time
for other companies as the company without Suzuki’s technical
help was not expected to head anywhere and TVS was expected to
prove weaker in the years ahead.
Re-entry of Suzuki
Suzuki Motorcycle abandoned all its operations and left the country
only to re-enter India five years later. From there on, they have been
on a slow and steady course and are working towards building a
good brand image. To enhance their rand recall, they introduced
Page 51
their international range of high-capacity motorcycles including the

mothers hip Hayabusa, Gixxer and Bandit.
AS OF 2010, the had seven products in the portfolio. When they

started operations solo, they not only had to counter Hero Honda,
but Bajaj was a massive motorcycle company at this point and then
there was their ex-partner TVS, which was the third largest two-
wheeler manufacturer now.
And later on Honda, after their split with Hero also joined the
competition and is the most aggressive two-wheeler manufacturer
at the moment. As a result of the competition, Suzuki could not
really set the same foothold in the country and many accuse them
of being negligent towards India in the two-wheeler space.
125cc Zeus and heat were launched which were decent offerings
but failed to impress the market. Suzuki tried improvising their
product offerings and introduced Hayate in the 110cc and 125cc
slingshot in the commuter segments and the GS150R in the 150cc
segment.
Out of these GS150R is out of production whereas the other two

continue to stroll around but with marginal sales. However, Suzuki
fared well in the scooter segment with their 125cc Access. The big
thing lacking in Suzuki’s motorcycles is/was the interest levels.
They did not seem to e interesting to an average buyer.
Come September 2014 and Suzuki introduced their new premium

150cc Gixxer which, for the first time, created a wave and in our
road tests and shootouts came out as a winner and became a
5000+ per month seller. They followed it up with its faired version
Gixxer SF and very recently introduced its fuel injected version.
Currently, both these motorcycle siblings are expected to lead
Page 52
Suzuki’s charge and the company appears to have now caught the
grip of what India loves.
With annual sales of 3.40 lakh two-wheelers in financial year 2015,

Suzuki stands as the sixth largest two wheeler manufacturer in
India behind almost everyone. Not every successful at moment but
they have introduced some very interesting models internationally
like the GSX-R150 (most power full sports 150cc), GSX-R250 (Very
interesting sports 250cc with Inazuma’s relaxed engine) & V-Storm
250 adventure tourer which, if bought to India, can round up their
lineup.
No doubt that Suzuki is nowhere near Honda’s aggression but it

looks like they are getting confident and things will get more
interesting when they start going all guns blazing.
Page 53
Models of Suzuki
Page 54
Page 55
Page 56
RESEARCH DESIGN
TITLE OF THE PROJECT:

“A STUDY ON BRAND LOYALTY OF ROYAL SUZUKI
MOTORCYCLES”
COMPANY:
ROYAL SUZUKI
RESEARCH DESIGN:
“A research design is a logical and systematic planning and it helps
directing a piece of research’’.
Objectives of the Study:

The research was aimed at studying the Brand loyalty of
customers towards Royal Suzuki bikes:
 To study customer’s loyalty and satisfaction towards Suzuki

brand.
 To study customer’s expectation and satisfaction levels about

Suzuki.
Page 57
 To have complete knowledge of the Suzuki products and

compare them with competitors products.
 To offer suggestions based on the findings about the Suzuki.
Scope of the Study:

This study is based on a survey conducted in Suzuki showroom, so
it confirms itself to the analysis of various consumers in Bangalore
only. It covers information gathered from the respondents who have
expressed their views on Suzuki products. The study is about
Brand loyalty of Suzuki bikes.
Research Methodology:
Research Methodology deals with the research methods and takes
into consideration the logic behind the methods to use.
Classification of Data:
After tabulation the data must be analyzed. Research often uses
statistical interpretation, which concentrates on what average or
what deviate from the average. Statistical interpretation is to shown
how widely responses vary, how they are distributed in relation to
the variables being measured. The analysis and interpretation of
data may lead the researcher to accept or reject the hypothesis
being selected.
Data is information collected for a particular subject matter, which

is relevant with the purpose of research. The processes of arranging
data into different groups or classes are to be determined depending
upon the nature, objectives and scope of classification.
Classification is the process of arranging data into sequence and
Page 58
groups according to their common characteristics-are separating

them in to different but related parts.
Broadly the data is classified on the following five

basis:
1. On the basis of nature
 Qualitative
 Quantitative
2. On the basis of collection
 Primary data
 Secondary data
3. On the basis of setting
 Raw data
 Processes data
4. On the basis of size
 Micro data
 Macro data
5. On the basis of price
 External data
 Internal data
The classification adopted for this study is “PRIMARY DATA’’ which

was adopted from the customers through questionnaire.
Page 59
ANALYSIS AND INFERENCES

Tabulation of data
The process of tabulation involves combining and to tallying of the

collected data. It is one of the data in readily comprehensive from
the attempts to furnish the maximum information contained in the
data in the minimum possible space, without sacrificing the quality
and usefulness of the data.
In fact tabulation is the final step in collection and compilation of

the data forms and the gateway for the further statistical and
perpetration.
Tabulation means the systematic presentation of the information

contained in the data, in rows and columns in accordance with
some salient features in characteristics.
Table broadly classified as:
1. Simple and complex tables.

2. General purpose and special purpose table.
DATA SOURCES
Primary data
Primary data is the information collected for research purpose at

hand.
Primary data was collected through an interview with the help of a

structured questionnaire, which contained queries that were
relevant to the purpose of the study as well as pertinent; marketing
strategy in that distribution channel related questions. The present
study questionnaire makes use of both open ended and close ended
questions.
Page 60
Secondary data
Secondary data is the information which already exists. Secondary

data is collected from journals, magazines, books and websites
which qualified as reliable.
The secondary data for this research was obtained from textbooks,
brochures and internet. Very little research specific data was
available; hence much emphasis was given to primary data.
RESERCH APPROACH
Survey Method was adopted in order to collect the primary data
required for the study.
RESEARCH INSTRUMENT:
Questionnaire was designed with open-end questions. The
questionnaire was designed in such a manner so as to cater to all
the areas and aspects to the study.
Page 61
SAMPLING PLAN
1. TARGET POPULATION : Customers of Suzuki.
2. SAMPLING UNIT : People purchasing Suzuki cars at

the time of research.
3. SAMPLING PROCEDURE: Questionnaire method of Primary

data Collection.
4. SAMPLING SIZE : 50 Respondents.
5. DURATION OF THE SURVEY: 2 months
DATA ANALYSIS
Logical analysis of data is done through tables, frequencies and
percentages. Evaluation is based on weight age of response.
PLAN OF ANALYSIS
The data collected have been numbered and tabulated for the
purpose of analysis. Percentages have been calculated for the all the
tables and different charts have been prepared. On the basis of
analysis, influences have been drawn. Summary of finding have
been recorded and conclusions have been drawn on research.
Page 62
LIMITATION OF THE STUDY

 The analysis of the data collection from questionnaire will be
made on the assumption that the data provided by the
respondents are accuracy.
 An in depth study was not possible due to time constraints.
 The study was conducted at Bangalore city it may not be

applicable for the whole country.
 The study was purely confined to 50 samples. May not be

applicable to many customers.
 There are chances of bias in the data collected from the

respondents.
 The data given by the respondents may limit to their own

knowledge, feelings and awareness.
 The data collected from the respondents is assumed to be

true.
Page 63
1. Table showing the Age Group of respondents.

TABLE-01
IN
NUMBER OF
PARTICULARS PERCENTAGE
RESPONDENTS
(%)
Between 20-30 9 18%
Between 31-40 10 20%
Between 41-50 14 28%
51& above yrs 17 34%
Total 50 100%
CHART -01
[Chart showing the age group of respondents]
AGE GROUP OF RESPONDENTS

40% 34%
28%
18% 20%
20%
0%
20-30 31-40 41-50 51& ABOVE
BETWEEN 20-30 Yrs BETWEEN 31-40 Yrs

BETWEEN 41-50 Yrs 51 & Above Yrs
INTERPRETATION:-
According to the survey it is found that 18% of the customers belong to the
age group between 20-25yrs, 20% between 31-40yrs, 28% are between 41-
50yrs and 34% are 51yrs & above age group.
INFERENCE:-
The above chart shows that the majority of respondents are of the age
51years and above.
Page 64
2. Table showing the gender of the respondents.
TABLE-02
IN
NUMBER OF
RESPONDENTS
(%)
Male 41 82%
Female 9 18%
Total 50 100%
Chart-02:-
[Chart showing the Gender of the respondents]
GENDER
100% 82%
80%
60%
40% Male
20% 18% Female
0%
Male
Female
INTERPRETATION:-
 As per the survey, this chart shows that 82% of people are of Male
category and 18% are of Female category.
INFERENCE:-
 This survey shows that majority of respondents were Male (82%).
Page 65
3. Table showing the type of customers.
TABLE-03
IN
NUMBER OF
RESPONDENTS
(%)
Business 20 40%
Student 15 30%
Professional 5 10%
Employee 10 20%
Total 50 100%
Chart-03
[Chart showing the Type of customers]
TYPE OF CUSTOMERS
20% BUSINESS
40% PROFESSIONAL
10%
STUDENT
EMPLOYEE
30%
INTERPRETATION:-
 According to this chart 40% of customers are of business type and 30%
are professionals, 10% of students, and 20% of employees.
INFERENCE:-
 According to this chart majority of customers are of Business oriented

type.
Page 66
4. How did you come to know about Suzuki Bikes?

TABLE-04
(Table showing the information sense of respondents)
IN
NUMBER OF
RESPONDENTS
(%)
Newspaper 9 18%
Magazines 6 12%
TV ads 20 40%
Friends/Relatives 8 16%
Any Other 7 14%
Total 50 100%
CHART-04
[Chart showing the information sense of customers]
INFORMATION SENSE
40%
28%
20% 14%
9% 7%
6%
0%
NEWSPAPER MAGAZINE TV ads FRIENDS/RELATIVES OTHERS
INTERPRETATION:-
 The above chart shows that 9% of the people came to know about Suzuki
by newspapers, 6% by magazines, 28% by TV ads, 7% by friends and
relatives and 14% by others.
INFERENCE:-
The above chart shows that majority of people came to know about Suzuki
through TV ads (i.e. 28%).
Page 67
5. Which model of Suzuki Bikes do you own?

TABLE 5
PARTICULARS NO OF RESPONDENTS IN PERCENTAGE (%)

Suzuki Let’s 0 0%
Suzuki sling shot plus 5 10%
Suzuki Access 125 25 50%
Suzuki Gixxer SF Fi 5 10%
Suzuki Hayabusa 5 10%
Suzuki swish 125 10 20%
Other 0 0%
Total 50 100%
CHART 5
Chart showing the information of models choice of the Customers.
60
50
40
30
20
10 IN PERCENTAGE (%)
0 NO OF RESPONDENTS
INTERPRETATION
 The above chart shows that 10% of the respondents would like to
purchase Suzuki sling shot plus,50% of the respondents likes to
purchase Suzuki Access 125, 10% of the respondents would like to
purchase Suzuki Gixxer SF Fi, 10% of the respondents would like to
purchase Hayabusa, 20% of the respondents purchase Suzuki swish
125.
 The above chart shows that majority of people would prefer to purchase
Suzuki Access 125.
Page 68
6. Who influenced in buying the bike you own?

(Table showing the influencer in buying decision process)
TABLE-06
IN
NUMBER OF
RESPONDENTS
(%)
YOURSELF 6 12%
FAMILY 20 40%
FRIENDS 9 18%
ADVERTISEMENT 15 30%
Total 50 100%
CHART-06
[Chart showing the influencer in buying decision process]
BUYER'S INFLUENCE ON PURCHASE

12%
YOURSELF
30% FAMILY
40% FRIENDS
18%
ADVERTISEMENT
INTERPRETATION:-
 According to survey 12% of people are influenced by themselves, 40% by

family, 18% by friends, and 30% by advertisement in their buying
decision process.
INFERENCE:-
 The above Chart shows that most (40% of people are influenced by family
in their buying decision process.
Page 69
7. Since how long you are using Suzuki Bikes?
TABLE-07
(Table showing from how long customers are using Suzuki Bikes)
IN
NUMBER OF
RESPONDENTS
(%)
0-5 years 18 36%
6-10years 17 34%
11-15years 9 18%
16&Above
6 12%
years
Total 50 100%
Chart-07
(Chart showing from how long customers are using Suzuki Bikes)
34%
0-5yrs
12% 6-10yrs
30%
18% 11-15yrs
16&Above yrs
36%
INTERPRETATION:-
 The above table shows that 36% of respondents are using Suzuki Bikes
from 0-5 years, 34% are from 6-10yrs, 18% are from 11-15yrs, and 12%
are from 16yrs and above.
INFERENCE:-
 According to the above table it is found that majority of respondents are

using Suzuki Bikes for 0-5yrs.
Page 70
8. How many bikes do you own with the same brand?
TABLE-08
[Table showing how many customers are having bikes with the same
brand]
IN
NUMBER OF
RESPONDENTS
(%)
ONE 2 4%
TWO 28 56%
THREE 16 32%
FOUR & ABOVE 4 8%
Total 50 100%
CHART-08
[Chart showing how many customers are having bikes with the same
brand]
4%
8%
ONE
32%
TWO
56%
THREE
FOUR & ABOVE
INTERPRETATION:-
 The above chart shows that 4% of respondents having one bike, 56% of
respondents having two bike, 32% of respondents having three bike and
8% of respondents having four & above bike of the same brand.
INFERENCE:-
 According to the above chart it is found that majority of respondents are

having two bikes of the same Brand (i.e.56%).
Page 71
9. Are you a loyal customer for the product you buy?
TABLE-09
[Table showing the Loyalty level of customers]
IN
NUMBER OF
RESPONDENTS
(%)
YES ALWAYS 45 90%
NEVER 5 10%
Total 50 100%
CHART-09
[Chart showing the Loyalty level of customers]
100% 90%
80%
60%
YES ALWAYS
40% 10%
NEVER
20%
0%
YES ALWAYS
NEVER
INTERPRETATION:-
 According to the survey 90% of customers are always loyal to the product
they buy whereas 10% of customers are never.
INFERENCE:-
 The above chart shows that the majority of respondents are always loyal
to the product they buy.
Page 72
10. Which of the following according to you help to build a good brand
image?
TABLE-10
[Table showing the contents which helps customers to build a good Brand
image]
IN
NUMBER OF
RESPONDENTS
(%)
QUALITY 16 32%
COMPETITIVE PRICING 17 34%
GOOD VALUE ADDED
SERVICES 14 28%
OTHERS 3 6%
Total 50 100%
CHART-10
[Chart showing the contents which helps customers to build a good Brand
image]
6% QUALITY
32%
28% COMPETITIVE PRICING
GOOD VALUE ADDED

34% SERVICES
OTHERS
INTERPRETATION:-
 According to the survey 32% of quality, 34% of competitive pricing, 28%

of good value added services and 6% others help customers to build a
good Brand image.
INFERENCE:-
 The above chart says that majority (i.e.34%) of customers think that
competitive pricing helps them to build good brand image.
Page 73
11. Will you stick to the same Brand if their price is increased (& be a
loyal customer to the product)?
TABLE-11
[Table showing the fluctuation level of Brand loyalty of customers if there
is a change in price of product ]
IN
NUMBER OF
RESPONDENTS
(%)
YES 23 46%
NO 3 6%
UPTO A CERTAIN
24 48%
LIMIT
Total 50 100%
CHART-11
[Chart showing the fluctuation level of Brand loyalty of customers if there
is a change in price of product ]
46% 48%
50%
40%
30% YES
20% NO
6%
10% UP TO A CERTAIN LIMIT
0%
YES NO UPTO A
CERTAIN LIMIT
INTERPRETATION:-
 According to the chart 46% of customers stick to the same Brand even if
their price is increased & be a loyal customer to the product , 6% says no
whereas 48% says up to a certain limit.
INFERENCE:-
 The above chart says that up to a certain limit majority (i.e.48%) of

customers stick to the same Brand even if their price is increased & be a
loyal customer to the product.
Page 74
12. What attracted/prompted you to buy Suzuki among all other

Brands?
TABLE-12
[Table showing what attracted/prompted customers to buy Suzuki among
all other Brands]
IN
NUMBER OF
RESPONDENTS
(%)
BRAND LOYAL 9 18%
SERVICE NETWORK 10 20%
PRICE 8 16%
MILEAGE 8 16%
ALL OF THEM 15 30%
Total 50 100%
CHART-12
[Chart showing what attracted/prompted customers to buy Suzuki among
all other Brands]
40%
30%
20%
30%
10% 18% 20% 16% 16%
0%
BRAND LOYAL SERVICE PRICE MILEAGE ALL OF THEM
NETWORK
BRAND LOYAL SERVICE NETWORK PRICE MILEAGE ALL OF THEM
INTERPRETATION:-
 The above chart says that 18% of brand loyal, 20% of service network,
16% of price, 16% of mileage and 30% all of them attracts/prompts
customers to buy Suzuki among all other Brands.
INFERENCE:-
According to the chart, Brand loyal, service network, price & mileage are
the features that attracted/prompted customers to buy Suzuki among all
other Brands.
Page 75
13. What are all the features that attracted you to buy the bike you
owning?
TABLE-13
[Table showing the features that attracted buyer in owns their bike]
IN
NUMBER OF
RESPONDENTS
(%)
EASY MAINTENANCE 6 12%
TRUST WORTHY 15 30%
FUEL EFFICIENT 10 20%
SUITS ALL MY NEEDS 19 38%
Total 50 100%
CHART-13
[Chart showing the features that attracted buyer in owns their bike]
SUITS ALL MY NEEDS 38%
FUEL EFFICIENT 20%
TRUST WORTHY 30%
EASY MAINTENANCE 12%
0% 5% 10% 15% 20% 25% 30% 35% 40%
EASY MAINTENANCE TRUST WORTHY FUEL EFFICIENT SUITS ALL MY NEEDS
INTERPRETATION:-
 The chart says that 38% of customer feels that it suits all their needs,
20% feels it is fuel efficient, 30% feels it is trust worthy and 12% feels it
is easy to maintain.
INFERENCE:-
 According to the chart majority of customers says that it suits all their
needs and hence they buy the bike.
Page 76
14. How do you feel on Suzuki Quality and Technology?

TABLE-14
[Table showing the customer’s satisfaction on quality and technology]
IN
NUMBER OF
RESPONDENTS
(%)
HIGHLY
13 26%
SATISFIED
SATISFIED 34 68%
HIGHLY
1 2%
DISSATISFIED
DISSATISFIED 2 4%
Total 50 100%
CHART-14
[Chart showing the customer’s satisfaction on quality and technology]
QUALITY & TECHNOLOGY OF BIKE
DISSATISFIED 4%
HIGHLY DISSATISFIED 2%
SATISFIED 68%
HIGHLY SATISFIED 26%
0% 10% 20% 30% 40% 50% 60% 70%
HIGHLY SATISFIED SATISFIED HIGHLY DISSATISFIED DISSATISFIED
INTERPRETATION:-
 The above chart shows that 4% of customer’s are dissatisfied, 2% highly

dissatisfied, 68% satisfied and 26% are highly dissatisfied with the
quality and technology of the bike.
INFERENCE:-
 It is rectified that majority of customers are satisfied with the quality and
technology provided by the Brand.
Page 77
15. Price of your Suzuki Vehicle?
TABLE-15
[Table showing the price of Suzuki bikes]
IN
NUMBER OF
RESPONDENTS
(%)
HIGH 7 14%
REASONABLE 36 72%
LOW 6 12%
TOO LOW 1 2%
Total 50 100%
CHART-15
PRICE OF THE BIKE

HIGH REASONABLE LOW TOO LOW
72%
12% 2%
14%
INTERPRETATION:-
 As per the above chart, 14% of the respondents felt that the price for the
brand they opted is high, 72% of the respondents felt it is reasonable,
12% felt that it is low and 2% respondents felt that the price is too low.
INFERENCE-
 The chart states that majority of the respondents felt that the price for
the brand they opted is reasonable.
Page 78
16. How do you feel when you drive your Suzuki bike?
TABLE-16
[Table showing how customers feel when they drive bike]
IN
NUMBER OF
RESPONDENTS
(%)
MORE
15 30%
COMFORTABLE
COMFORTABLE 32 64%
LESS
3 6%
COMFORTABLE
UNCOMFORTABLE 00 -
Total 50 100%
CHART-16
[Chart showing how customers feel when they drive Suzuki bike]
6%
30%
MORE COMFORTABLE
COMFORTABLE
64% LESS COMFORTABLE

UNCOMFORTABLE
INTERPRETATION:-
 The above chart shows that 64% of respondents felt comfortable when
they drive Suzuki bike, 6% respondents felt less comfortable and 30% of
respondents felt it uncomfortable.
INFERENCE:-
 From the above chart, it shows that majority (i.e.64%) of respondents are
comfortable when they drive their Suzuki car.
Page 79
17. How do you rate the overall performance of the bike compared to
others?
TABLE-17
[ Table showing the overall performance of the bike]
IN
NUMBER OF
RESPONDENTS
(%)
EXCELLENT 10 20%
GOOD 28 56%
AVERAGE 09 18%
BELOW AVERAGE 03 6%
Total 50 100%
CHART-17
[Chart showing the overall performance of the bike]
56%
60%
40%
20% 18%
20% 6%
0%
EXCELLENT GOOD AVERAGE BELOW
AVERAGE
EXCELLENT GOOD AVERAGE BELOW AVERAGE
INTERPRETATION:-
 The above bar graph shows that 20% of respondents felt it excellent with
the overall performance of the bike, whereas 56% of respondents felt it
good, 18% of respondents felt it as Average and 6% felt it as below
average.
INFERENCE:-
 According to the chart, most of the respondent felt good with the overall
performance of the bike.
Page 80
18. Based on your overall experience will you like to purchase or refer
this Brand to any other person?
TABLE-18
[Table showing how likely the customer’s recommend others to buy this
product]
IN
NUMBER OF
RESPONDENTS
(%)
DEFINITELY 34 68%
MAY BE 14 28%
NEVER 2 4%
Total 50 100%
CHART-18
[Chart showing how likely the customer’s recommend others to buy this
product]
4%
28% DEFINITELY
MAY BE
NEVER
68%
INTERPRETATION:
 According to the above chart, 68% of respondents say that they definitely
prefer/suggest others to buy this brand/product, 28% says may be and
4% respondents say they never prefer.
INFERENCE:-
 The Above chart says that, most of the respondents will definitely
prefer/suggest others in buying the same Brand/ product.
Page 81
FINDINGS:
From the above survey it is found that,
Most of the respondents/customers are repeated buyers.
Buying behavior is dependent on Brand awareness and Brand

loyalty.
Variables like price, mileage, style, design has great influence

on customer’s purchase.
The customers are aware of the brand via friends/relatives,

newspapers and TV ads etc.
Majority of the customers are highly satisfied with the brand

offered by Suzuki.
The brand has great position in the minds of customers which

had reflected in their consumption.
Majority of buyers are mostly influenced by their family.
Most of the customers are using the Brand from 5 years and
above.
Customers are always loyal to the product they buy.
Quality, competitive pricing and value added services help

customers to build good Brand image.
Only up to a certain limit customers stick to the same Brand

and be a loyal customer.
Page 82
CONCLUSION
 As customers, we buy lots of things every day. We buy not
only after having any pre assumption about the product but
also having nothing. Needs must be fulfilled. People go
anywhere to get their dreams come true. In such a time all
business leaders are striving hard to get more customers and
spare no effort to get them satisfied.
 The era is not like past. “Customers are the leaders” of the
business and not the company. The customer will decide to
make a product success or not. They are considered to be the
key players. So that, every companies are running behind
these customers offering them large priorities and convincing
them its peculiarities. Where building Brand, quality and
image are shortcut to it.
 Today majority has a Brand oriented life. If any person

satisfied with a brand, he will be continuing with same. In
such a situation, every brand has to try best to put awareness
about it. Suzuki has great such effects on customers which
had help to increase their sales.
 Royal Suzuki is one of the finest dealers of Suzuki in

Bangalore. They have good scale of sales in every year and
they provide a good piece of services to them. This study has
impartial results on its findings so that it can be concluded
that brand awareness has a great range of influence on buying
behavior of consumer and makes essence of Brand loyalty.
Page 83
SUGGESTIONS:
Suggestions may help in performing much better in
the market:
Must focus on customer feedback, which results in customer

satisfaction and it lead to recommend products.
Give sufficient offers to increase sales and to be loyal to the

brand.
Should be modified with new style.
Bike publicity should be developed, which will add awareness.
They should provide fast delivery of bikes
They should also concentrate on introducing new bikes with

good mileage at the reasonable price so that customers get
attracted to such brand.
They should concentrate on providing good services so that

they can survive in the market to a longer period.
Page 84
ANNEXURE
QUESTIONNAIRE
Dear Sir/Madam,
I am the student of Mysore University pursuing MBA IV Semester. As per

university guidelines at the end of my final semester, a project has to be done.
So I am conducting a survey on the project entitled as, “A STUDY ON BRAND
LOYALTY OF ROYAL SUZUKI MOTORCYCLES”. Hence the information is
purely for the academic purpose and will be used as research work.
With regard to this, kindly spare your valuable time to fill the questionnaire.
I assure you that results are kept confidential and used for my academic
purpose only.
THANKING YOU
RUTHWIK ANAND
Name: ___________________________.
Sex : Male Female
Age :
Type of Customer: Business Professional Student Employee
1. How did you come to know about Suzuki Bikes…..?

Newspapers Magazines
TV ads Friends/Relatives
Any other
2. Which model of Suzuki Bike do you own……?

Suzuki Let’s Suzuki Sling shot plus
Suzuki Access 125 Suzuki Gixxer SF Fi
Suzuki Hayabusa Suzuki Swish 125
Page 85
Other
3. Who influenced in buying the bike you own……?

Yourself Family
Friends Advertisement
4. Since how long you are using Suzuki bikes ?

0-5yrs 6-10yrs
11-15yrs 16 yrs & Above
5. How many bikes do you own with the same Brand?

One Two
Three Four & Above
6. Are you a loyal customer for the product you buy?

Yes Always Never
7. Which of the following according to you help to build a good Brand

Image?
Quality Competitive Pricing
Good value added services Others
8. Will you stick to the same Brand if their price is increased (& be a loyal
customer to the product)?
Yes No Up to a Certain Limit
9. What attracted/prompted you to buy Suzuki among all other Brand?

Brand loyal Service Network
Price Mileage All of them
10. What are all the features that attracted you to buy the bike you owning?
Easy Maintenance Trust Worthy
Fuel efficient Suits all my needs
Page 86
11. How do you on Suzuki Quality and Technology…..?

Highly Satisfied Satisfied
Highly Dissatisfied Dissatisfied
12. How do you feel about your Suzuki in luxury and spacious..?
Highly Satisfied Satisfied
Highly Dissatisfied Dissatisfied
13. Price of your Suzuki Vehicle…?

High Reasonable
Low Too High
14. Main purpose of that you will use your bike for….?
Office Family
Long Drives Shopping All of them
15. How do you feel when you drive your Suzuki bike…?
More comfortable Comfortable
Less Comfortable Uncomfortable
16. How do you rate the overall performance of the bike compared to others?
Excellent Good
Average Below Average
17. Please rank the mileage of your bike when compared to other bike?
Very Good Good
Average Below Average
18. Based on your overall experience will you like to purchase or refer this
Brand to any other person…?
Definitely May Be
Never
Page 87
19. Do you any suggestions for the “ROYAL SUZUKI” Bikes..?

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
______________________.
Page 88
BIBLIOGRAPHY
Books Referred:
1. Marketing management- Appannaiah, Reddy.
2. Retail management- Appannaiah, Ramanath (HPH).
3. Principles of Marketing- Philip kotler, Armstrong Gary.
4. Research methodology- Kothari C.R.
5. Business research method- Himalaya publications.
Websites Referred:
1. www.google.com
2. www.suzuki.com
3. www.wikipedia.com
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A STUDY ON BRAND LOYALITY OF ROYAL SUZUKI MOTORS

Market is an area for potential exchange. Thus, a market is a group

It is the process of planning and executing the conception, pricing,

NIMS MANAGEMENT OF INSTITUTION

“At the heart of a great brand is a great product”. Product is a key

Marketers have traditionally classified products on the basis of

DURABILITY AND TANGIBILITY: Products can be classified into

Non durable goods are tangible goods normally consumed in one or

Services intangible, inseparable, variable, and perishable products.

BRAND AND PRODUCTS:

Building a strong brand requires careful planning and a

“Branding has become a marketing priority”.

A product is anything that can be offered to a market to

Definition: According to American marketing association, the

NIMS MANAGEMENT OF INSTITUTION

According to Philip kotler, “A brand is essentially a marketers

Examples of well-known Brands are Maruti Suzuki, Tata,

 It shapes customers expectations about the product.

Significance of brand to customers:

NIMS MANAGEMENT OF INSTITUTION

 Awareness of brand to customers.

Different approaches for Brand valuation:

1. The replacement cost method.

NIMS MANAGEMENT OF INSTITUTION

A brand image is defined through its selected symbolic

The AMERICAN MARKETING ASSOCIATION defines a Brand as “A name,

Consumers will feel; believe, recollect knowledge when they

NIMS MANAGEMENT OF INSTITUTION

perceptions and feelings about a product and its performance-

The core element in the marketing mix is the company's product

Branding can be applied virtually anywhere a consumer has a

• A physical good (Nestle soup, Pantene shampoo),

• A store (BATA stores),

• A person (Shahrukh Khan, sachin tendulkar),

• An organization (UNICEF or BCCI),

Brand is the proprietary visual, emotional, rational, and cultural

NIMS MANAGEMENT OF INSTITUTION

NIMS MANAGEMENT OF INSTITUTION

COMPONENTS OF BRAND IMAGE:

First comes the Attributes, attributes means qualities or functions

Then comes the Consequences, consequences mean the effect of

Last component of brand image is Brand personality. Brand

Brand personalities also annunciate feelings with brand. Like

NIMS MANAGEMENT OF INSTITUTION

Thus, there are the 3 components of brand image. Brand image is an

According to David Ogilvy,

"We hold that every advertisement must be considered as a

With an increase in global competition, branding

NIMS MANAGEMENT OF INSTITUTION

MEASURING BRAND EFFECTIVENESS:

There are many metrics to measure the potential of and

[Distinctiveness, Differentiation, Defendable, Digit-able.]

• Digit-able: In most business there is strong growing element of electronic

BRAND ELEMENT CHOICE CRITERIA:

NIMS MANAGEMENT OF INSTITUTION

 Memorable: How easily is the brand element recalled? How easily

 Meaningful: To what extent is brand element credible and suggestive