Consumer Behaviour on

Submitted to: Dr. Naresh Patel

Submitted By: Khushi Jain (MB013)

Riddhi Sheth (MB036)

Riya Parekh (MB037)

Suken Vaghela (MB052)

Introduction
Consumer buying behaviour is the sum total of a consumer's attitudes,
preferences, intentions, and decisions regarding the consumer's behaviour
in the marketplace when purchasing a product or service. The study of
consumer behaviour draws upon social science disciplines of anthropology,
psychology, sociology, and economics.

Consumer buying behaviour signifies more than just the approach of

consumer towards buying a product. Marketing efforts therefore also
emphasize on consumer’s consumption of services, ideas and activities. The
manner in which consumer buys a product is extremely important to
marketers.

Suzuki Access
The Suzuki Access 125 is a scooter manufactured by Suzuki motorcycle
India limited, a subsidiary of Japanese motorcycle company Suzuki. It
was introduced on September 18, 2007. Suzuki launched a newer model
Swish 125 in 2012.

Factors that influence Consumer

Behaviour
1) Cultural Factors –
Culture refers to the set of values, ideas, and attitudes that are
accepted by a homogenous group of people and transmitted to the
next generation. Cultural factors also have a great impact on two
wheeler consumers. It can be seen that Muslims prefer purchasing
two wheeler in white colour thereby vehicles gets sold more of white
colour, culture also determines what is acceptable with product
advertising. Culture determines what people wear, eat, reside and
travel.
 A sub culture is a homogeneous group of people who share elements
of the overall culture as well as cultural elements unique to their own
group. Within subcultures, people’s attitudes, values, and purchase
decisions are even more similar than they are within the broader
culture. Sub cultural differences may result in considerable variation
within a culture in what, how, when, and where people buy goods and
services.
A Social class is a set of classes on basis of their income level like,
lower lowers, upper lowers, working class, middle class, upper
middles, lower uppers and upper uppers. Suzuki access is mostly
purchased by working class for moving to their work place and back
to home, also middle class people purchase

2) Social Factors –
Social factors consist of reference groups, family, social roles and
status that affects the buying behaviour of Suzuki access.
Reference group is a group of people that directly or indirectly affect
the attitude or behaviours. People are mostly influenced by primary a
group that is family and friends. Family is one of the most important
factors that affect the behaviour in purchase decision.
Roles and status is also one of the factors which may affect, but in
case of Suzuki access middle and lower level people usually prefer.

3) Personal Factors –
There are some personal factors that influence the behaviour of
consumer like life cycle of age, occupation and economic
circumstances, personality and self-concept, lifestyle and values.
Teenagers and adults prefer Suzuki access to move from home to work
place and back to home.
 SWOT Analysis of Suzuki Access
1) STRENGTHS:

 Size and scale of parent company

 Effective Advertising Capability

 Committed and dedicated staff

 High emphasis on R & D

 Experience in the market

 Established brand

2) WEAKNESSES:

 Small company networks

 Not much emphasis on aggressive selling

 Weak product diversity

3) OPPORTUNITIES:

 Growing premium segment

 Global expansion into the Caribbean & Central America

 Become India’s leader

 Growing premium segment

4) THREATS:

 Cut throat competition

 Increasing number of players in the market

 Rising raw material costs

 Increasing rates of interest on finance

STP of Suzuki Access
1) Segmentation -
Impressive fuel efficiency figures
Retro styling
Bigger wheels and better breaks
Sufficient power and torque
Plenty of practical features

2) Target -
Suzuki access is targeting premium customers as disposable
income is growing and people are able to afford premium vehicles.

3) Positioning –
With their campaign “Kam Peeta Hai”, they have managed to
have positioned themselves with least fuel consumption scooter.
They have been awarded with J.D. Power which is best upper
executive scooter in initial quality in 2019.