Industrial training Report

ON
“STUDY ON MARUTI SUZUKI”

Submitted as Partial Fulfillment for

Degree of Master of Business
Administration to Medi-caps University,
Indore
2020-2022

SUBMITTED TO:
Dr. SUNIL MISHRA
SUBMITTED BY:

MS20MS501059 Ayushi Khandelwal

MS20MS501043 Arpan Wilson
MS20MS501020 Ambikesh Kumar Dwivedi
MS20MS501026 Anand Lachheta
MS20MS501055 Avinash Kushwah
MS20MS501060 Ayushi Parandekar

1
 CERTIFICATE

This is to certify that the research report on

“STUDY ON MARKETING STRATEGIES OF
TWO AUTOMOBILE COMPANY MARUTI
SUZUKI AND HYUNDAI” is a bonafide work
carried out by Ayushi Khandelwal, Arpan Wilson,
Ambikesh Kumar Dwivedi, Anand Lachheta,
Ayushi Parandekar, Avinash Kushwah students of
MBA 2nd semester batch 2020-2022 of Medi-caps
University, Indore under my guidance and
direction.

DATE:
SIGNATURE:
PLACE:
NAME:
PROF.
 DECLARATION

We, Ayushi Khandelwal, Arpan Wilson, Ambikesh

Kumar Dwivedi, Anand Lachheta, Ayushi
Parandekar, Avinash Kushwah bonafide students of
MEDI-CAPS UNIVERSITY, INDORE hereby
declare that the research title over “STUDY ON
MARKETING STRATEGIES OF TWO
AUTOMOBILE COMPANY MARUTI SUZUKI
AND HYUNDAI” has been done by the undersigned
with full devotion for partial fulfilment of degree of
MBA

We also declare that all the facts and figures

included in the dissertation is a result of our own
research and investigation Including formal analysis
of the entire report work and the same has not been
submitted to any examination of this institute.

MS20MS501059 Ayushi Khandelwal

MS20MS501043 Arpan Wilson
MS20MS5010 Ambikesh Kumar Dwivedi
MS20MS501026 Anand Lachheta
MS20MS501055 Avinash Kushwah
MS20MS501060 Ayushi Parandeka
 Acknowledgment

Gratitude is not a thing of expression; it is more

a matter of feeling.”

We would like to express our deep gratitude to our

project guider for providing us an opportunity to do
a research work under his guidance. He was always
there for us to give his competent guidance and
valuable suggestion throughout the pursuance of this
project work. He guided us to work honestly and to
give valuable suggestion for improving.

Finally we are glad to thank all the faculties who

have provided substantial guidance & support
in preparation of this report.

This successful completion of report could not have

been possible without their cooperation and support.

Last but not the least we would also like to thank all
the team members whose response was of the utmost
importance for the project work.

Above all no words can express our feelings to our

parents, friends, and all those who supported us
during this project work.
Introduction
Index
 About Marketing Strategy
 Title of the study
 Scope of the study
Company Profile
 Maruti Suzuki Limited Profile
 Hyundai Motors India Limited Profile
 History of Indian Automobile Industry
 Common Marketing Strategies of Car Company
 Market Share of Automobile Company
 Marketing Strategies of Maruti Suzuki
 Marketing Strategies of Hyundai
 Different Brands of Maruti Suzuki And Hyundai
 Impact of covid-19 in automobile sector
Research Objective
Review Literature
Research Methodology
Data And Interpretation
Conclusion
Limitation
Scope for future Research Work
Reference(ASP Style)
Appendix

1
INTRODUCTION

A Study of Marketing Strategies of Two Automobile

Companies:

A marketing strategy is a process that allows an organization to

concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage.
Its a written plan which combines product development,
promotion, distribution, and pricing approach, identifies the
firm's marketing goals, and explains how they will be achieved
within a stated timeframe. Marketing strategy determines the
choice of target market segment, positioning, marketing mix,
and allocation of resources. It is most effective when it is an
integral component of firm strategy, defining how the
organization will successfully engage customers, prospects, and
competitors in the market arena. Marketing strategies serve as
the fundamental underpinning of marketing plans designed to
fill market needs and reach marketing objectives. Marketing
strategies are dynamic and interactive. It may differ depending
on the unique situation of the individual business. On the
Canvas of Indian Economy, Auto Industry occupies a prominent
place.
Automobile sector is one of the cores of Indian Industry.
Continuous economic liberalization over the years by the
Government of India has resulted in making India as one of the
prime business destination for many global automotive players.
One of the largest industries in India, automotive industry has
been witnessing impressive growth during the last two decades.
Indian automobile industry has a mix of large domestic private
players such as Tata, Mahindra, Bajaj, Ashok Leyland and
major international players including GM, Ford, Toyota, Honda,
Hyundai, etc. To remain in this competitive market one has to
come up different ides and strategies.

Various Marketing Strategies enables a firm to expand business

activities for market reputation, to satisfy human wants, to lead
to specialization and efficient performance of production
function climaxing in economic stability.

After liberalization automobile Industry is growing at very high

rate and many new companies have also entered into market
offering variety of cars in all segments for everyone. So it is
important to know which company is providing us good quality
cars at fair prices and providing better after sales services.
Marketing strategies tell us about how these companies are
trying to reach customers. The most obvious objective marketers
have for promotional activities is to convince customers to
make a
decision that benefits the marketer (of course the marketer
believes the decision will also benefit the customer). For most
for-profit marketers this means getting customers to buy an
organization’s product and, in most cases, to remain a loyal
long- term customer.

However, marketers must understand that getting customers to

commit to a decision, such as a purchase decision, is only
achievable when a customer is ready to make the decision.

Title of Study

“A Study of Marketing Strategies of Maruti Suzuki and

Hyundai.”

Scope of Study
 Company will come to know what attracts Customers.

 Company as well as Dealers of Maruti Suzuki and Hyundai

welcome to know that which are the criterias customers look for
before buying car.

 Company and Dealers will also come to know the future changes
which will be required to satisfy the customers’ needs and
wants.
Maruti Suzuki’s Profile

In early 1980s Indian Govt decided to produce a small car, which

would be within buying reach of Indian middle class. The obvious
place to shop for technology was Japan, which had developed world
class capabilities in small cars by that time. It was not Toyota, or
Nissan, or Honda, three largest players in Japan, but Suzuki, a much
smaller company with strong capabilities in making small cars.
Suzuki grabbed the opportunity with both hands and formed a joint
venture with govt. called Maruti Udyog. Maruti Udyog Limited, a
subsidiary of Suzuki Motor Corporation of Japan, has been the leader
of the Indian car market for about two decades. Its manufacturing
plant, located some 25 km south of New Delhi in Gurgaon, has an
installed capacity of 3,50,000 units per annum, with a capability to
produce about half a million vehicles. Maruti rolled out its 1st car,
Maruti 800 with 800cc engine in December 1983. This model targeted
at masses and was launched as “People’s car”. In early 2003, Maruti
Udyog, a joint venture between Suzuki and Indian Govt. dominated
India’s automobile market with 54% market share and with annual
production capacity of 5lac cars. The company dominated Indian
Small car market with a share of 100% in A sag, 36% in B sag and
86% overall.
The company has a portfolio of 11 brands, including Maruti 800,
Omni, premium small car Zen, international brands Alto and
WagonR, off-roader Gypsy, mid size Esteem, luxury car Baleno, the
MPV, Versa, Swift and Luxury SUV Grand Vitara XL7.In recent
years, Maruti has made major strides towards its goal of becoming
Suzuki Motor Corporation's R and D hub for Asia. It has introduced
upgraded versions of WagonR, Zen and Esteem, completely designed
and styled in-house. Maruti's contribution as the engine of growth of
the Indian auto industry, indeed its impact on the lifestyle and psyche
of an entire generation of Indian middle class, is widely
acknowledged. Its emotional connect with the customer
continuesMaruti tops customer satisfaction again for 8t year in a row
according to the J.D. Power Asia Pacific. India Customer Satisfaction
Index Study. The company has also ranked highest in India Sales
Satisfaction Study.In keeping with its leadership position, Maruti
supports safe driving and traffic management through mass media
messages and a state-of-the art driving training and research institute
that it manages for the Delhi Government.
 Hyundai Motors Profile

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary

of Hyundai Motor Company, South Korea and is the second largest
car manufacturer and the largest passenger car exporter from India.
HMIL presently markets 54 variants of passenger cars across
segments. The Santro in the B segment, the Getz Prime, i10 and the
Premium hatchback i20 in the B+ segment, the Accent and the Verna
in the C segment, the Sonata Embera in the E segment and the Tucson
in the SUV segment. Hyundai Motor India Ltd, continuing with its
tradition of being the fastest growing passenger car manufacturer,
registered total sales of 489,328 vehicles in the calendar year (CY)
2008, an increase of 49.6percent over CY 2007. In the domestic
market it clocked a growth of 22.4 percent with 245387 units in 2008,
while overseas sales grew by 92.5 percent, with exports accounting
for 243,931 units in 2008.HMIL’s manufacturing plant is located near
Chennai which has advanced production quality and testing
capabilities in the country. In order to provide the Indian customer
with global technology, HMIL started its second plant in February
2008 which produces an additional 300,000 units per annum, raising
HMIL's total production capacity to 600,000 units per annum. Apart
from expansion of production capacity, HMIL currently has 260
strong dealer networks Across India.
The production management processes at Hyundai Motor India are
overlaid with an organization-wide implementation of manufacturing
best practices like Just-in-time inventory management, Kaizen, TPM
and TQM, that help us in making the world's best cars, right here in
India. Hyundai Motor Company was established in 1967, Hyundai
Motor Co. has grown into the Hyundai-Kia Automotive Group which
was ranked as the world’s fifth-largest automaker in 2007 and
includes over two dozen auto-related subsidiaries and affiliates.
Employing over 75,000 people worldwide, Hyundai vehicles are sold
in 193 countries through some 6,000 dealerships and showrooms.
Hyundai Motor Company, S.Korea, the parent of HMI, has been doing
considerable work on sustainable Environment Management. The
company has a well defined framework in place for developing
products that reduce pollutant emissions and processes for
preservation of natural resources and energy along all the stages of the
product lifecycle from production, sales, use to disposal and has been
awarded the ISO 14001 certification for all its three major plants in
Ulsan, Asan and Jeonju in S.Korea.
HISTORY OF INDIAN AUTOMOBILE
INDUSTRY

PRE- LIBERALIZATION PERIOD :-

Since Independence the Car Industry was closely monitored and
controlled by the government till 1981. Limited choices were
available to the car buyers due to the limited manufacturers and tight
supply. Hindustan Motors (HM) and Premier Automobile (PAL) that
were set up in 1940's dominated the vehicle market and industry. In
the 1950s, the arrival of Tata Motors, Bajaj Auto, and Mahindra &
Mahindra led to steadily increasing vehicle production in India, while
the 1960s witnessed the establishment of the two- and three-wheeler
industry in India. But between 1970 to the economic liberalization of
1991, the automobile industry continued to grow at a slow pace due to
the many government restrictions. However, the automotive industry
witnessed tremendous growth after the entry of Maruti Udyog in the
1980s.

In 1981 the government decided to review their car industry policy

and found that the segment was neglected and there was a big market
available for cars. The existing cars available in the market were
costly and technically less sound with compare to international
standard. Then government initiated dialogues with Suzuki Motors, a
Japanese car manufacturing company, finalized a joint venture, and
formed a company named Maruti Udyog Limited (MUL). The initial
venture was between Government of India with a share of 74% and
Suzuki Motor with a share of 26%.That was a revolutionary step taken
for the
car industry in India. In 1983 MUL launched its first car in India
(Maruti 800) with a price tag of Rs.40,000/-.This development was a
big shock to the existing car manufacturers and they also rushed to
improve and increase their product line After the lifting of licensing in
1993 by government, 17 new ventures came up, of which 16 are for
manufacture of cars. Today, almost all of the major global players are
present in India. The automotive industry is today a key sector of the
Indian economy and a major foreign exchange earner for the country.

Government:-
1981 was the year when government taken a revolutionary initiative to
review and reform its policy related to car industry. Now getting
permission to produce cars in India is easier and new entrants are
coming almost every year. Government has also imposed heavy
imposed heavy import duties on imported vehicles to safeguard the
car manufactured locally.

POST- LIBERALIZATION PERIOD:-

Following the economic reforms of 1991, the automobile section
underwent delicensing and opened up for 100 percent Foreign Direct
Investment. A surge in economic growth rate and purchasing power
led to growth in the Indian automobile industry, which grew at a rate
of 17% on an average since the economic reforms of 1991.India's
automotive components industry is being urged by the government to
partner with overseas firms with the aim of making India a platform
for outsourcing as well as a global R&D hub. As the Indian vehicle
production industry has grown, so has the domestic supplier industry.
But the global auto industry's search for lower cost and more
international outsourcing has led to a sharp growth in component
output and exports in recent years. The positive demographic factors,
stable macro-economic environment and pro-reform policies of the
government, low manufacturing costs, availability of skilled labour
has attracted almost all major global auto players making their way
into India like GM, Ford, Daewoo, Honda and Toyota The intense
competition has compelled the manufacturers to launch the latest
global offering in India as early as possible. It has also enabled to
keep the prices of the vehicles under check. The consumers, in turn,
have benefited from wide choice of models, technologically advanced
cars and better service from the car manufacturers.

Market Share Of Automobile Companies

% Market Share

3.9
4.3 10.1
6.7 46.9
13.5
14.6

Maruti Suzuki Ltd. Tata Motors Ltd.

Hyundai Motor India Ltd. Mahindra & Mahindra Ltd.
General Motors India Pvt Ltd. Honda Siel Cars India Ltd.
Others
Above market share graph shows us that in automobile industry still
Maruti Suzuki is enjoying highest market share. And then comes
companies like TATA and Hyundai Motors India Ltd.

COMMON MARKETING STRATEGIES OF

AUTOMOBILE COMPANIES

 Advertising in News papers and Magazines:-

In this companies advertise about the car in various local newspapers
like Economic times and they give detail explanation about the feature
of the cars, keeping customer’s requirement. They also provide
various dealers addresses and contact numbers for reference.
Company also tries to advertise through various magazines like Auto
Cars, Overdrive, etc.
 Grand Launch :-
Recently Tata Nano car was grandly launched and created a buzz in
market. After the launch media aggressively took interest in providing
the minute details about the car to the customer by showing test
drives, etc.Once the car is launched they give adds in every possible
newspaper, car magazines, put hoardings, display car models in the
malls.
 Company provides exchange offers to customers:-
This is one of the most effective ways adopted by the companies and
very successful marketing strategy, which has helped company
increase their sales. In this method, companies provide option to buy a
new car of your choice in exchange of their old cars, but the price of
old car is decided by the dealer by looking at its condition. It helps
customers, as they don’t need to go anywhere else to sell their old car.
This also helps companies to increase their sale of new cars.
 Adding Star Value to product- Brand Ambassador:-
Companies choose brand ambassadors for their cars to reach wide
masses. For e.g. Shahrukh Khan promotes Hyundai, Abhishek
\Bachan promoted Ford Fiesta, Saif Ali Khan and Rani Mukherjee
promoted Chevrolet Aveo and Amir Khan promoted Toyota Innova.
Ambassadors give a special identity to the products.
 Companies have started sponsoring reality shows for
better visibility:-
As we all know reality shows are making all time big in television and
entertainment industry. This is really a smart move by automobile
companies to gain visibility through reality shows. The reality shows
are aired all over the world and huge number of people watches it. So
companies sponsor such shows and get noticed.E.g. Maruti sponsored
India’s Got Talent show on Colors channel and gifted Ritz to the
winner. Indian Idol winner was also gifted with Maruti SX4.
 Mall Displays
Various companies display their cars in Malls so as to get prime
attention. People go in Malls for shopping and hangouts with their
friends and family. They conduct small contests and give gift hampers
as prize. Thus they try to attract crowd towards them.

 Companies enter market with help of Film:-

In terms of marketing strategies Chevrolet Aveo found a unique way
of advertising by way of a Yash Raj Film production, Tara Rum Pum.
The main motive behind this was to popularize and promote the
product in youth.
 Companies Sponsor Go- Karting events:-
Go-karting events are really booming up among young crowd. And
that’s the reason we see craze for participating in go-karting events is
on high. People have started taking interest in the sport and huge
crowds turn up for such events. But for sure car companies would to
not like to miss chance of visibility they get in such competitions.Few
years before Maruti Suzuki sponsored Autocross rally. Similarly Tata
Engenieering has sponsored Narayan Kartikeyan as India’s Entry in to
the World Series motorcar racing.
 Personal selling:-
Personal Selling largely takes place at the Dealers’ End. The way
customer is attended depends mainly on the Dealer as he acts as an
interface between the company and the Consumer. The various cases
in which Personal Selling takes place is Individual Sales, Corporate
Sales, Sales Presentations, Fair and trade Shows. Mostly in case of
Individual Sales the Customer goes to the showroom and takes a look
at the product. There he is attended to by the Sales Personnel of the
Dealership. Sometimes the Senior Sales Executive has to make Sales
Presentation to Corporate Buyers. Personal Selling is also practiced at
Trade Fairs and Auto Shows wherein the Company appointed Sales
Personnel attend prospective customers and also book their orders

Marketing Strategies used by Maruti Suzuki

Advertisements:-
Good promotional strategy is adopted by Maruti Suzuki to transform
its thoughts to the people about its products by marketing through
advertisement in television, radio, newspaper, etc.Through radios they
try to promote their product by organizing quiz contests and the
person who wins are offered special discounts, gift vouchers, coupons,
etc.Through television they promote their vehicle by showing the
utility value, its comfort level.

Some of the strategies used for cars were:-

Baleno: “Missed the flight catch Baleno” The most comfortable Car
even in long drives. Esteem: “My Daddy’s Big Car” Affordable mid
size car Alto: “Lets Go” The fuel efficient and affordable car

After Sales Service:-

“Kya yahan Maruti Service Station hai” Availability of service
stations even in the remotest place in the country.
Display:-
If you visit any of the Maruti Dealers showrooms what you will notice
is \One thing very similar that is the display. They display only 2-3
cars in the showroom. Well this is the strategy to make people
concentrate on only few choices otherwise they might get distract and
get confused. Here Maruti wins one customer. Tie up with many
banks To promote its bottom line growth, Maruti launched Maruti
Finance in Jan 02.Prior to the start of this service Maruti had started
two joint ventures – Citicorp Maruti and Maruti countrywide with
City Group and GE Countrywide Today Maruti has tie ups with ABN
Amro Bank, HDFC Bank, ICICI Ltd, Kotak Mahindra Bank, Standard
Chartered Bank etc.

Exchange offers:-
Maruti has also placed its step and progress by marketing through
exchange offers. In this it makes possible to leave and get it replaced
for a new one with barely some amount. This is one of the greatest
ways to attract more and more customers and also makes possible to
increase sales.

SBI Maruti Car Loans:-

The country’s largest bank and the largest car maker have joined
hands to make affordable car finance available to more and more
people across the country. The mega alliance makes car loans
available at lower interest rates to a wider section of people, with
transparent terms and conditions.

The unbeatable advantages of SBI Maruti car loans:-

-Two market leaders in their respective industries with trusted brand
names.

-Low interest rates

-No processing fees or hidden costs to ensure transparency.

-Car loans available for diverse categories of customers including

govt. employees and agriculturist.

Marketing Strategies of Hyundai

Advertisements:-
Hyundai had used Bollywood star Sharukh Khan as Brand
Ambassador for promoting their car. Through this they tried to attract
the customers. Promote their product they organized quiz contests on
radio and the person who wins was offered special discounts, gift
vouchers, coupons, etc.They also advertise in Newspapers. In this
companies advertise about the car in various newspapers and they
give detail explanation about the feature of the cars, keeping
customer’s requirement. They
also provide various dealers addresses and contact numbers for
reference.

Free checkups:-
Hyundai arranges free checkups from time to time in which they
check for any problem and advice to visit the nearest service center
for servicing. This helps in maintaining good relationship with
customers and tries to keep good image in market.

Exchange offers:-
As Hyundai deals in second hand cars also. They offer exchange
offers to customers. And by paying adjusted amount customer can get
brand new car in exchange of old once. Exchange offer makes
customer happy as they don’t have to pay full amount also, they get
new car also and their old car gets replaced also with new one.

Cold callings:-
In this type of strategies old customers are given a relationship call
just to know some other references. This gives a boost to sales and
customers also feel a sense of involvement. Hyundai gets maximum
sale through such type of cold callings only.

Events at Corporate Office and Banks:-

Hyundai tries to attract customers by conducting camps, events at
corporate offices and bank as most of the customers are of middle-age
group and corporate offices are good source for company to attract
such customers.

Display:-
Hyundai keeps attractive display so that maximum number of people
gets noticed. And they even keep their own accessories related to cars
at special accessories counter. For attractive display they decorate
their showroom as well as all the cars which are displayed.

MARUTI SUZUKI DIFFERENT MODELS

OF CARS
Maruti Suzuki is India's largest carmaker. The Maruti Suzuki line-up
comprises hatchbacks, sedans, MPVs and an SUV. Popular Maruti
Suzuki cars include :- the Alto, S-Presso, Wagon R, Celerio, Swift,
Dzire, Baleno, Ertiga, Vitara Brezza and Ciaz. Maruti Suzuki has the
largest sales network in India and retails cars from Arena and
premium Nexa outlets.

Maruti Suzuki Vitara Brezza

Maruti Suzuki Swift

Maruti Suzuki Baleno

Maruti Suzuki Dzire

Maruti Suzuki S-Cross

Maruti Suzuki Jimny

Maruti Suzuki Celerio X

Maruti Suzuki Ertiga

DIFFERENT CAR MODELS OF HYUNDAI

Hyundai Santa Fe

Hyundai Tucson
Hyundai Creta

Hyundai Accent

Hyundai Grandeur or Hyundai Azera

Hyundai i20

Hyundai Mistra

Hyundai Sonata
Impact of Covid-19 in Maruti Suzuki And Hyundai

Starting 4 May 2020, the government of India eased several

restrictions that were implemented during the lock down, thus
allowing car showrooms to reopen.
When the government decided to extend the nationwide lock down
once more, it also decided to ease a lot of restrictions. The aim was to
allow the Indian economy to restart and start the arduous journey
towards recovery and normalcy. This meant a lot of automakers have
reopened their dealerships across the country over the past few days.
And from the looks of it, things may not be quite as bad as we have
been expecting them to be. I will explain; so, Hyundai and Maruti
Suzuki have shared some important figures, i.e. for sales, bookings,
queries, etc. that they have observed since reopening their showrooms
in India after the nearly two months-long lock down. And suffice it to
say that the numbers are pretty decent.
Hyundai Motor India shared that in just two days since it reopened
255 Hyundai dealerships across the country, the company has
received as many as 4,000 customer inquiries and 500 bookings. And
not just that, the automaker said it has also sold 170 Hyundai cars in
the same period. Now, on to the country's largest automaker's
numbers; Maruti Suzuki has reopened a total of 682 showrooms in
India. And since then, it has delivered 315 cars as well.
We get it -- these may not be the kind of numbers that the industry is
used to. But we must not forget the fact that we are only just starting
to emerge from a country-wide lock down that has been in place since
25 March, 2020. Besides the obvious ramifications of the lockdown,
we also have to factor in the initial hesitation customers are likely to
face on account of safety measures and also their financial situation.
And sure, these numbers are not even close to what has been reported
in China, but we are two very different markets, yeah?
Nonetheless, it is clear to see that there is pent-up demand in the
market. And we believe that companies with entry-level (read:
affordable) offerings are likely to benefit the most as India goes back
to work, but in their own vehicles. In case you are also looking for an
affordable vehicle to buy, may we suggest reading our article about
the most affordable cars in India or perhaps about the most affordable
scooters in India.
Objective of study

 To know the various strategies used by Maruti Suzuki and

Hyundai
Company to attract maximum number of customers.
 To know which company offers better after sales services and by
which
company cars customers are satisfied most.
 Competition from other car manufacturers.

 To know the trend in Market.

 To know which car is more demanded by Customers.

 To know the effect of Covid-19 on the sale of car.

Literature Review
1.The automobile sector has been a subject of interest amongst
researchers across the world, particularly within the recent past. this
can be due to the unprecedented increase within the demand of cars
due to a dramatic shift within the demographic profile of the
population of the globe generally. Its place buying of cars because the
high most priority for all. It's certainly become an extremely
competitive market. In a report by Arpita Srivastava and Mittu Matta
(2014) the research objective was to identify the different sources of
information used by the purchasers and their role in the decision-
making process. The research scope was restricted to some important
aspects of behavior, such as knowledge quest and assessment, brand
choice and brand loyalty, and motivation factors. Consumer behavior
consists of all human behavior involved in the decision making of
purchases. There are four major groups of determinants and
perceptions of consumer behavior, namely cultural, socio-economic,
medical, and psychological. The demands of the customer are
dynamic, but their consideration is necessary in order for every
company to become a part of the market. In an examination embraced
by Dr.T. Rajasekar and Dr.S. Ramesh kumar (2015), the goal was to
dissect the components impacting the brand inclination by the
proprietors of traveler vehicles in Madurai city. A top to bottom
conversation and communication by the analyst with the specialists in
this field and vehicle sellers in Madurai City was finished. The
records accessible with the RTO demonstrated that there were 1624
vehicles enrolled in 2011. Thus, the distinguishing proof and
examination of the variables which were considered by the shoppers
before settling on the buying choice were fundamental for the
producers or brokers for progress which thusly guarantees endurance
in the serious market. For this reason, the respondents were
approached to rank the accompanying variables as per their need
towards a specific brand of vehicle like brand picture, support cost,
most recent innovation, eco-friendliness, cost, after deals
administration, resale esteem and so forth. The consequences of the
investigation demonstrated that the cost and fuel efficiency were the
prevailing elements and the get and comfort and the most recent
innovation were the least and last factors that impact the choice of the
traveler vehicle proprietors in the examination territory.
In a report by Dr. Vishal S. Rana and Dr. M.A Lokhande (2015) the
total idea and study was supported the opinion of respondents
concerning Maruti & Hyundai brands in Marathwada region with
relevancy once sales service, marketing price, fuel efficiency, vehicle
satisfaction, opinion concerning value, supply of data. There have
been several factors that were enclosed within the study which ends
up in the high level of customer satisfaction. It had been obvious that
glad customers, good staff and satisfied shareholders all have one
common characteristic– they were positive and passionate about the
corporate they were handling. The results showed that the businesses
ought to develop Associate in Nursing economical system of
receiving complaints and encourage shoppers to record their
complaints as presently as they occur, and with efficiency resolve
their complaints. For this constant meeting with customers, dealers,
telephonic enquiry was found to be an honest choice. The purpose of
the research undertaken by Kusuma P (2015) was to identify possible
parameters that influence consumer behavior patterns of passenger car
owners in the State of Karnataka. It was also aimed at creating a
theoretical model that would affect market purchasing habits for
passenger cars. Companies were using techniques to figure out how
smaller families using the two wheelers could be converted to car
buyers. Factors such as car size, style, quality and resale value have
been established as the dominant factors. Balasubramani S, Suganthi
M and Suresh P (2013) took over a studies and the objective changed
into to examine the socio economic repute of consumers, stage of
delight of consumers regarding diverse fashions of Hyundai
automobile, investigate the Hyundai logo of vehicle owners choice
and behavior pertaining to buy and use of cars, the factors influencing
the buying selections of Hyundai logo, identify the transfer over brand
options. A total of 658 interview schedules were drawn up and the
results showed that satisfaction with Hyundai cars depended on the
clients' socio-economic status. The
analysis also revealed that there was a very significant association
between the model and the advertising source. It was also noted that
the majority of respondents preferred the purchase mode of finance
(55.84 percent) rather than the cash model. The research concluded
that a very significant connection exists between the purchase model
and process. It was also found that most of the respondents favored
bank finance as a source rather than private finance. In the study, Rao
and Kumar (2012) concluded that customer satisfaction depends on
safety, dealer service, customer relationship and the availability of
spare parts along with other aspects. Kotwal (2009) focused on the
importance of space, comfort and luxury of a midsize car. It also
focused on the technological advancement and affluence aspects that
are generally provided by a number of global automotive brands in
India. The research is to the identify the different source of
information used by customers to select particular brand of car.
Understand various marketing strategies get the significant differences
in service quality by means of cost, design, efficiency, resale value.
This would help corporate companies to measure consumers
satisfaction level towards particular brand i.e., Hyundai and Maruti
Suzuki cars. By the comparative analysis of car brands would help to
changing mind set of the customers on the purchase of cars. Customer
satisfaction plays a key role in choosing particular brand.
2. A.V.Vedpuriswar wrote in his article “Hyundai in India” how
Hyundai has grown to first but second largest automobile players
because of Maruti Suzuki India Limited in India. Suzuki India Limited
mention in Sustainability Report 2009-10focuses on its. Hyundai
Motors owned its distinct identity in Indian automobile market by
offering various vehicles for fulfil the demand of customer from
different segment.
• Arvind Saxena in his interview told that Hyundai Motors India
Limited is defending their brand by introducing new technology and
style to their vehicle. Hyundai offering the same product across the
world i.e. a new model launches around the same time all over the
world. He also said that, with the changing needs & wants of
customers,
Hyundai Motor is trying to fulfil the consumer’s expectations by
giving them technologically advanced cars with more features and
more value for money than.
• Rajan Mani in his article discussed the topic of development &
growth of the Indian automobile sector. His article speaks about
various issues like removal of licensing, rationalizing taxes and
duties, acquisition of foreign technology etc. It also explainsthe
revolution which overtook the Indian automobile industry and the
future of the industry.
3. Dr. V. Senthilkumar (2012) conducted a research on the effects of
customer service and product quality on customer satisfaction and
loyalty to clarify the relationship among four variables of customer
service quality, product quality, customer satisfaction and customer
loyalty. For this a well designed questionnaire was administered using
five point Likert scale. 52 customers were surveyed using this
questionnaire. The data analyses revealed that customer service and
product quality have been influential on customer satisfaction. The
researcher concluded that there is a positive and meaningful
relationship between customer satisfaction and customer loyalty. Prof.
Nistorescu, Mr. Mihail Barbu and Mr. Roxana Ioana Dumitriu (2013)
conducted a study concerning customer loyalty in the auto market.
The objective was to study the dimensions of loyalty viz. satisfaction,
re- acquisition, and recommendation, and to see if there were any
correlations among the three dimensions. 593 customers were taken as
sample for the survey. Simple random sampling technique was used to
select the sample. The analysis showed that there was statistically
significant correlation between satisfaction and repurchase, between
satisfaction and recommendation and between recommendation and
repurchase. The researchers concluded that loyalty is a powerful
marketing tool and the three dimensions are interrelated. Prof. Pallawi
B. Sangode (2011) conducted a comparative study on Service Quality
of Maruti Suzuki and Hyundai Dealers in Nagpur. The objectives of
the study were (i) To understand and categorize the factors
influencing service quality (ii) To find out the variables which can be
defined under each factor (iii) To compare Maruti and Hyundai
showrooms in terms
of quality. For this a survey was conducted using convenience
sampling method. 40 respondents who were users of Maruti and
Hyundai cars were taken for the study. From the analysis it was found
that there is a significant difference between the service quality
provided by Maruti and Hyundai dealers.
4. The automobile industry has been a topic of interest amongst
researchers across the globe, especially in the recent past. This is
because of the unprecedented increase in the demand of automobiles
because of a dramatic shift in the demographic profile of the
population of the world in general. It has put purchasing of cars as the
top most priority for all income groups. It has surely become a highly
competitive market. According to Amita Girdhar, Suman Ghalawat
and Kavitha C. (2015), the major factors that affect consumer
perception towards different brands of car can be varied and secondly
to develop a model framework for various decision areas of
consumers while purchasing a cars imperative. The results of factor
analysis reveal five factors named as: product strategies, technology
know-how, and level of satisfaction, workshop features and lastly
service orientation. Factor analysis discloses that consumers were
more influenced by product strategies, technology know-how and
level of satisfaction. Hence consumers need USP of a commodity that
makes a difference. Further results of discriminant analysis reveals
that consumers were more influenced by product strategies, followed
by technology know how and up to some extent level of satisfaction
and service orientation. On the other hand consumers were least
influenced by the factor workshop features. In a study undertaken by
Dr.T.Rajasekar and Dr.S. Rameshkumar (2015), the objective was to
analyze the factors influencing the brand preference by the owners of
passenger cars in Madurai city. An in-depth discussion and interaction
by the researcher with the experts in this field and car dealers in
Madurai City was done. The records available with the Regional
Transport Office showed that there were 1624 cars registered in 2011.
So, the identification and analysis of the factors which were
considered by the consumers before making the purchasing decision
were essential for the manufacturers or
traders for success which in turn ensuressurvival in the competitive
market. For this purpose, the respondents were asked to rank the
following factors according to their priority towards a particular brand
of car like brand image, maintenance cost, latest technology, fuel
efficiency, price, after sales service, resale value etc. The results of the
study showed that the price and fuel efficiency were the dominant
factors and the pick-up and comfort and the latest technology were the
least and last factors that influence the decision of the passenger car
owners in the study area. Dr. Vishal S.Rana and Dr. M.A Lokhande
(2015) researched the whole concept and study was based on the
opinion of respondents regarding Maruti & Hyundai brands in
Marathwada region with respect to after sales service, resale value,
fuel efficiency, vehicle satisfaction, opinion about price, source of
information. There were many factors which were included in the
study which leads to the high level of customer satisfaction: Products
and services which were customer focused. It was obvious that
satisfied customers, satisfied employees and satisfied shareholders all
have one common characteristic– they were positive and enthusiastic
about the company they were dealing with. The results showed that
the companies should develop an efficient system of receiving
complaints and encourage consumers to record their complaints as
soon as they occur, and efficiently resolve their complaints. For this
constant meeting with customers, dealers, telephone enquiry was
found to be a good option. In a research undertaken by Kusuma P
(2015), the objective was to identify the possible parameters that
influence the consumer buying behaviour patterns of passenger car
owners in the State of Karnataka. It was also aimed to develop a
theoretical model, which influence the consumer buying patterns of
passenger cars. Companies were adopting methods to find out, if
smaller families using the two wheelers can be converted into the car
buyers. The factors such as size of the car, design, price and resale
value were found to be the dominant factors. In a study by M. Akhila
and Ali Ashar T Thayyullathil (2015) customer opinion on cars in
Maruti Suzuki, their awareness about various brands and models of
Maruti cars, their satisfaction and services provided by Maruti Suzuki
showroom in
Coimbatore were studied. The results indicated that, Maruti Suzuki
cars are the best and fast moving cars. The demand for the cars by
customer shows increasing trend, at the same time they expected easy
handling, safety and security, higher performance etc. which forces
the brands to look for more innovative model. Arpita Srivastava and
Mittu Matta (2014) researched and the objective was to identify
different sources of information used by the buyers and their role
while making a purchase decision. The scope of the study was limited
to certain important behavioural aspects like information search and
evaluation, brand preference and brand loyalty and factors of
motivation. Consumer behaviour consists of all human behaviour that
goes in making purchase decisions. There are four major classes of
consumer behaviour determinants and expectations, namely, cultural,
socio- economic, personal and psychological. Customer demands are
dynamic, but its consideration is necessary for every company to
make existence into the market. Balasubramani S, Suganthi M and
Suresh P (2013) took over a research and the objective was to analyze
the socio economic status of consumers, level of satisfaction of
consumers regarding various models of Hyundai car, investigate the
Hyundai brand of car owners preference and behaviour pertaining to
purchase and use of cars, the factors influencing the buying decisions
of Hyundai brand, identify the switch over brand options. A total of
658 Interview schedules were prepared and the results showed that
satisfaction with Hyundai cars was dependant upon the socio
economic status of the customers. It was further revealed from the
analysis that there was highly significant association between model
and source of advertisement. It was also observed that the majority of
the respondents prefer the finance mode of purchase (55.84%) rather
than cash model. The research concluded that there is a highly
significant association between the model and mode of purchase. The
majority of the respondents prefer bank finance as a source rather than
the private finance was also concluded.
5. Dorsch et al., (2000) studied Consumer choice behaviour using the
five-step process (needinformation search- evaluation of alternatives-
purchase-post-purchase evaluation) problem solving paradigm or
through the progression of consumer choice from a product class to
brandchoice. John and Pragadeeswaran (2013) found out that
demographic factors like age, gender, education, status influenced the
buying process. Rao and Kumar (2012) in their study concluded that
the satisfaction of customers depends upon safety, dealer service,
customer relationship and availability of spares along with other
aspects. Kotwal (2009) focused on the importance of the aspects of
space, comfort and luxury of a midsized car. He also focused on the
technological advancement and affluence aspects which are in general
provided by numerous global automobile brands in India.
Chidambaram and Alfred (2007) concluded that customers give more
importance to fuel efficiency than any other factors. They also
reflected the fact that brand names inform customers about product
quality, utility and technology. Gaedebe (2007) in his study derived
that brand name, pricing and distributor's reputation strongly influence
the brand equity of different models of cars. Doyle (2002) in his study
based on emotional and functional reasons for customer brand
preference, concluded that people preferred reputed brands to display
lifestyle, interest, value and most importantly wealth. Pitcher (1999)
concluded that the aspect customers tend to prefer global brands and
habitually if use those brands has invariably made the impact of
global brands more effective. The factors discussed were perceived
value addition for the customer along with quality. Customer’s self
perception was defined as cosmopolitan, sophisticated and modern.
Dichter (1962) focused on the aspect of country of origin and its
crucial role in the success of the product, by concluding that the
country of origin acts as a critical aspect from which customers can
infer beliefs about the product based upon their beliefs about the
country from which the product originates. Jeuland and Shugan (1983)
in their study on price and quality relationship concluded that price is
an indicator of the quality. Consumers are encouraged to raise the
quality of their product. They also believed that delivering a good
quality of goods is the right among and uses of the product. Loudon
and Bitta (1984) in their study viewed that buying behaviour is the
decision process and physical activity
which the individuals engage in when evaluating, acquiring, using and
disposing of goods and services. Haneef et al. (2006) in their study
which also focused on automobiles suggested that consumer
behaviour is influenced strongly by cultural, social, personal and
psychological factors. Cultural factors include the set of basic values,
perceptions, wants and behaviour learned by a member of society
from the family and other important institutions. The social factors
include consumer's family, small group, social roles and status. The
personal characteristics such as buyer's age, lifecycle stage,
occupation, economic situation and lifestyle influence a buyer's
decision. A person's buying choices are further influenced by four
major psychological factors: Motivation, Perception, Learning,
Beliefs and Attitudes. Suresh and Raja (2006) studied by critically
measuring customer satisfaction with small cars. In this study, the
customer satisfaction is measured by using the following variable
attributes under different dimensions, namely, after sales service,
ability to understand customer needs, behaviour and knowledge of the
mechanics, warranty, prompt delivery, 24 hours customer care,
information about the cars, horse power, engine capacity, power
steering, technology, fuel capacity, acceleration, easy finance,
convenience and accessibility, ground clearance, easy processing and
documentation, price, discount and rebates, fuel efficiency,
maintenance cost, luggage capacity, safety measures, model and
colour of the car, music accessories, engine pickup, availability of
spares, cost of labour and spares.
6. Sumit Jain & Dr.R.K.Garg, in their research paper described about
current scenario of automobile industry and challenges facing by
Industry. They pointed that, the companies have to shorten product
lifecycles in order toreact to the expectations of individualize and fast
changing consumer demands with innovative products, and the
integration of strategic partners with more responsibility into the value
chain should be intensified. Exim bank‘s occasional paper highlighted
that the global financial meltdown of the year 2008 has created a
precarious condition across various sectors, which has forced
countries
and industries to take a fresh look at their future strategies. The paper
also pointed out that the Indian automotive industry holds significant
scope for expansion, both in the domestic market, where the vehicle
penetration level is on the lower side as compared to world average
and in the international market, where India could position itself as a
manufacturing hub. Rajkumar Gautam & Sahil Raj, in their research
paper depicted the scenario of automobile sector of the world and
India. In their paper they have investigated that the globalilzation
process has affected the sector in all the areas of manufacturing, sales,
personal research & development and financing. They also concluded
that, in order to meet the challenges posed by globalization the Indian
automobile manufacturers need to ensure the technological
advancement, appropriate marketing strategies and adequate customer
care feedback system in their organizations. P Krishnaveni in her
article focuses on the current details and some future plans of Maruti
Suzuki India Ltd. The article also highlighted the various innovation
of company like introduction of Electronic power Steering (EPS),
introduction of superior quality of 16*4 hypertech engines.
7. A marketing strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage. It’s a
written plan which combines product development, promotion,
distribution, and pricing approach, identifies the firm's marketing
goals, and explains how they will be achieved within a stated
timeframe. Marketing strategies serve as the fundamental
underpinning of marketing plans designed to fill market needs and
reach marketing objectives. Marketing strategies are dynamic and
interactive. Marketing strategy determines the choice of target market
segment, positioning, marketing mix, and allocation of resources.
Automobile sector is one of the cores of Indian Industry. Continuous
economic liberalization over the years by the Government of India has
resulted in making India as one of the prime business destination for
many global automotive players. One of the largest industries in India,
automotive industry has been witnessing impressive growth during
the last two
decades. Indian automobile industry has a mix of large domestic
private players such as Tata, Mahindra, Bajaj, Ashok Leyland and
major international players including GM, Ford, Toyota, Honda,
Hyundai, etc. To remain in this competitive market on has to come up
different ideas and strategies. Various Marketing Strategies enables a
firm to expand business activities for market reputation, to satisfy
human wants, to lead to specialization and efficient performance of
production function climaxing in economic stability.Maruti Suzuki
India Limited, formerly known as Maruti Udyog Limited, is an
automobile manufacturer in India. It is a subsidiary of Japanese
automobile and motorcycle manufacturer Suzuki. As of November
2012, it had a market share of 50% of the Indian passenger car
markets. Maruti Suzuki manufactures and sells popular cars such as
the Alto, Swift, Zen, Swift DZire, SX4 and Omni. The company is
headquartered at New Delhi.[2] In February 2012, the company sold
its ten millionth vehicle in India.Maruti Udyog Limited was
established in February 1981, though the actual production
commenced only in 1983. It started with the Maruti 800, based on the
Suzuki Alto kei car which at the time was the only modern car
available in India. Its only competitors were the Hindustan
Ambassador and Premier Padmini. Originally, 74% of the company
was ownedby the Indian government, and 26% by Suzuki of Japan. As
of May 2007, the government of India sold its complete share to
Indian financial institutions and no longer has any stake in Maruti
Udyog.The Brand Trust Report published by Trust Research
Advisory, a brand analytics company, has ranked Maruti Suzuki in the
thirty seventh position in 2013 and eleventh position in 2014 among
the most trusted brands of India.The Hyundai Motor Company South
Korean multinational automotive manufacturer headquartered in
Seoul, South Korea. The company was founded in 1967 and, along
with its 32.8% owned subsidiary, Kia Motors, together comprise the
Hyundai Motor Group, which is the world's fifth largest automaker
based on annual vehicle sales in 2012. In 2008, Hyundai Motor
(without Kia) was ranked as the eighth largest automaker. As of 2012,
the Company sold over 4.4 million vehicles worldwide in that year,
and together with Kia, total sales were 7.12 million.Hyundai is
currently the fourth largest
vehicle manufacturer in the world. Hyundai operates the world's
largest integrated automobile manufacturing facility in Ulsan, South
Korea, which has an annual production capacity of 1.6 million units.
The company employs about 75,000 people worldwide. Hyundai
vehicles are sold in 193 countries through some 6,000 dealerships and
showroom. On 4 November, 2015, Hyundai announced Genesis
Motors as a new luxury car brand.Hyundai has 6 centres worldwide,
located in Korea (three offices), Germany, Japan and India.
Additionally, there is an American design centre in California that
develops designs for US markets.

Methodology of Data Collection

Primary Data:-
Obtaining feedback from the customers of Maruti and Hyundai about
their preference, criterias while buying car and their expectations
from dealers with the help of a structured questionnaire containing
both open-ended as well as closed-ended questions.
Secondary Data:-
Magazines, Internet, friends and seniors.

Data And Interpretation

1. Marketing Strategies help to increase sales of a product.
 0%0%
3%

Strongly Agree Agree Neutral Disagree Strongly Disagree

INTERPRETATION

More than half of the students in the survey (59%) think that
Marketing Strategy helps in increasing sales of a product. A
significant amount of people (38%) agree on the same. Only few
People (3%) were neutral and none disagreed on it. Therefore we can
interpret that consumers think that the marketing helps a company to
increase the sales.

2. Promotion through Mass Media is more effective than any

other medium.
13% 0%0% 29%

58%

Strongly AgreeAgreeNeutralDisagreeStrongly Disagree

INTERPRETATION

Majority of the people in the survey (58%) agree and some (28%)
strongly agree that promotion through mass media is more effective
than any other medium. From this response we can interpret that
Companies should concentrate more on the Mass media promotion
than any other kind of promotion for people’s attention and for more
sale. I the survey some people (13%) were neutral,it might because
the think that mass media promotion is as effective as any other
media.

3. A Grand Launch Event of a Car makes Selling of a car easy.

2.20% 1.10% 23.70%
28%

Strongly AgreeAgreeNeutralDisagreeStro4n5g.2ly0D%isagree

INTERPRETATION

Most of the people (68.90%) in the survey think that A Great Launch
Event does make selling a car easy. Only few people think that it does
not help in sale of a car. A launch event is an excellent way to
showcase your latest product, build hype around it, and even acquire
some sales right at the event. The more you can get people talking
about the product, both at the event and via social media, the better it's
going to do.

4. While Buying a Car, what are the criteria in your

Mind? (Check all that apply)

90.00%

74.20% 76.30% 74.20%

80.00%
67.70% 67.70%
70.00%

60.00%

50.00%

40.00%

30.00%

20.00%
1.10%
0.00%
10.00%
Quality Comfort Performance Mileage Price Others

INTERPRETATION

In the above question almost three fourth of the people said that while
buying a car they look for quality, comfort, performance mileage and
price. It means that they want a product that has all the above features.
Therefore the company should concentrate on all the aspects and not
to concentrate on any one aspect of the car. Consumers will prefer a
car which has all the above features.

5. How likely are you to buy an Automobile Online

 Extremely Likely,
8.60%
Not at all likely,
26.90%
Very Likely, 16.10%
Extremely Likely Very Likely Moderately Likely Slightly Likely
Not at all likely

Slightly Likely,
12.90%

Moderately Likely,
35.50%

INTERPRETATION
From the above survey question we can interpret that very few people prefer to
book an Automobile online. Mostly all of them prefer to buy an Automobile
from the dealer/Showroom. This may be because in online there is no scope for
negotiation of price and they would not be able to ask for any freebies in online
purchase. Another major reason why people don’t prefer online purchase of an
automobile is because During the online buying procedure, one does not get to
touch and feel the product. This is a good idea for a person who has experienced
the vehicle previously. This might not be a good idea for a person who is buying
a car for the first time.

6. While buying an automobile, which of the following

factors would you consider?(Check all that apply)
 Chart Title
90.00%
80.00%
70.00% 76.30%
60.00% 68.80%
50.00%
49.50% 50.50%
40.00% 45.20% 44.10%
30.00% 34.40%
20.00% 1.10%
10.00%
0.00%

INTERPRETATION

Almost three fourth of the people (76.3%) look for the reputation of a
Brand before buying an Automobile from them. This means that
people prefer to buy an automobile from that companies which have
an excellent track record of providing best vehicle. Another thing that
people consider is the Driving performance.The car needs to fulfill
your wants, needs, and lifestyle demands. Also, people want to
consider desired features, incentive and pricing and financing

7. How important is it for you to Test Drive an Automobile

before buying it?
15% 2% 0%
48%
Extremely Important Very Important Moderately Important Slightly Importa
Not at all Important

35%
INTERPRETATION

48% of the people think that it is extremely important and 35% of the
people think that it is very important for them to test drive a vehicle
before buying. A test drive is one of the most important steps in
determining whether or not to purchase a used vehicle. You can tell a
lot about a vehicle during a test drive, especially if the drive consists
of varying speeds and road conditions, left and right turns,
acceleration.

8. What is your Preference in terms of fuel variant?

17%

Petrol 3V9a%riant Diesel Variant CNG Variant Electric Variant

INTERPRETATION

Most of the people prefer the petrol Variant (34%) and Diesel Variant
(39%). Only a few people prefer CNG (10%) and Electric (17%) . We
can interpret that people still are preferring petrol and diesel variant
vehicles over the CNG and Electric vehicles because there are not
many options in electric and CNG variants and hese vehicles are
costlier than petrol/ diesel variants. Manufacturers need bring
innovations in Electric vehicles as it is the future.

9.How do you plan to pay for your next automobile purchase?

34% 1% 14%

51%
Loan frm Automobile Dealership Loan from Bank Cash Loan from Friend/Family

INTERPRETATION

Half of the people plan to pay for their next automobile purchase by
taking a bank loan. So companies can launch many schemes and
flexible loan options for buyers to increase sales.They can also
provide the no cost EMI to attract more buyers.

10. What kind of changes are you expecting for current Cars ?
 10% 3% 31%

Increased Mileage Add New feature Reduce price Change in design Other

INTERPRETATION

Most of the people are expecting to have new features (32%) and
Increased mileage (31%). People are wanting more fuel efficiency
because of raising fuel price. People also want more features in their
car. They want their cars to be feature loaded. Some of the
people(24%) also want the prices to drop.

11.What is your preferred Car colour?

Grey Blue Red Silver Other Black White

INTERPRETATION

Around half of the people (48%) want white color car and 31% of the
people would prefer to buy car in black colour. Therefore car
manufacturers should manufacture more cars in Black and White
colour.

12.Sponsoring Reality Shows and awarding cars to the winner

helps promoting the car and increases profitability in return.

24% 2% 0% 28%

Strongly Agree Agree Neutral Disagree Strongly Disagree

INTERPRETATION

46% of the people agree and 28 % people Strongly agree that

sponsoring in Reality Shows and Awarding Cars to the winner helps
promoting the car and increases th profitability. Therefore Car
manufacturers should Sponsor in reality shows. 26% of th people are
neutral on the question.

13.According to you, which is the most effective channel

for marketing of a car.
 13% 1%
32%

29%

14%
T.V. AdsLaunch EventsNewspaper 1A1d%sSocial MediaWord of Mouth PublicityOther

INTERPRETATION

32% of the people think that T.V Ads are the mot effective
channel for marketing of a car. Social media also is an effective
channel for marketing, Therefore we can interpret that companies
can increase their profit by attracting more customer using the
social media and TV ads for promotion.

14. According to you which is the most reliable Car

Manufacturing Company.

28%

Maruti Suzuki Hyundai Toyota Mahindra Tata Motors

INTERPRETATION

When people were asked for their most reliable car Manufacturer
Brand, maximum of them preferred Maruti Suzuki (29%) and Tata
Motors (28%).These brands re one of the oldest brands In the market
and the also provide the best Vehicles overall in all price range.

15. Which company is your first choice while buying a Car?

21% 2% 27%

Maruti Suzuki Hyundai Toyota Mahindra Tata Motors Other

INTERPRETATION

Here also people selected Maruti Suzuki and Tata Motors as their first
choice. People also selected Mahindra. People prefer these brands
because they have trust in these brand and these brands have been
providing consistent performance and are the most reliable .

16. Reason for your above choice?

 7% 8% 32%

Brand Name Features Price Mileage Other

INTERPRETATION

People preferred Maruti Suzuki, Mahindra and Tata Motors cars

because they have the best features and these brands have the best
brand value that make them one of the trusted brands in India. These
brands also provide vehicles that are having good mileage.

Case Processing Summary

N %
Cases Valid 93 98.9
Excludeda 1 1.1

Total 94 100.0
.

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items
.234 .337 11
 Item Statistics

Mean Std. Deviation N

04 1.4409 .56071 93
05 1.8387 .63057 93
06 2.1183 .83209 93
08 1.7097 .80191 93
10 2.0968 1.06388 93
11 2.2258 .69359 93
12 2.2151 1.09196 93
13 2.4194 1.54162 93
14 2.0000 .78019 93
15 2.7957 1.52201 93
16 2.8602 1.60564 93

Inter-Item Correlation Matrix

04 05 06 08 10 11 12 13 14 15 16
04 1.000 .234 .097 .143 -.127 -.007 .039 .211 .273 .043 .117
05 .234 1.000 .244 .078 -.106 -.139 -.012 .227 .309 -.023 .010
06 .097 .244 1.000 .199 -.246 .010 .079 .156 .569 -.024 -.053
08 .143 .078 .199 1.000 -.043 -.037 .184 .108 .243 -.111 -.158
10 -.127 -.106 -.246 -.043 1.000 .000 .001 -.144 -.144 .126 .294
11 -.007 -.139 .010 -.037 .000 1.000 -.022 -.293 .000 .034 -.098
12 .039 -.012 .079 .184 .001 -.022 1.000 -.132 .089 -.006 -.107
13 .211 .227 .156 .108 -.144 -.293 -.132 1.000 .226 .074 .050
14 .273 .309 .569 .243 -.144 .000 .089 .226 1.000 -.046 -.026
15 .043 -.023 -.024 -.111 .126 .034 -.006 .074 -.046 1.000 .064
16 .117 .010 -.053 -.158 .294 -.098 -.107 .050 -.026 .064 1.000

Summary Item Statistics

 Maximu
Minim Maxi m/ Varia N of
Mean um mum Range Minimum nce Items
Item Means 2.156 1.441 2.860 1.419 1.985 .182 11
Item Variances 1.158 .314 2.578 2.264 8.200 .738 11
Inter-Item .044 -.293 .569 .862 -1.944 .024 11
Correlations

Item-Total Statistics

Scale Mean Scale Corrected Squared Cronbach's

if Item Variance if Item-Total Multiple Alpha if Item
Deleted Item Correlation Correlation Deleted
Deleted
04 22.2796 14.704 .271 .173 .173
05 21.8817 14.845 .193 .160 .188
06 21.6022 14.220 .202 .372 .170
08 22.0108 14.967 .092 .141 .214
10 21.6237 15.150 -.012 .193 .260
11 21.4946 16.666 -.170 .123 .294
12 21.5054 15.209 -.026 .079 .268
13 21.3011 12.734 .097 .219 .208
14 21.7204 13.704 .324 .412 .128
15 20.9247 13.157 .064 .050 .231
16 20.8602 13.013 .051 .161 .244

Scale Statistics
Mean Variance Std. Deviation N of Items
23.7204 16.182 4.02267 11

Frequencies
 Statistics

Age Gender
N Valid 93 93
Missing 1 1
Mean 1.9247 1.3656
Std. Error of Mean .04647 .05021
Std. Deviation .44810 .48421

Age

Valid Cumulative
Frequency Percent Percent Percent
Valid 16-20 12 12.8 12.9 12.9
21-25 77 81.9 82.8 95.7
26-30 3 3.2 3.2 98.9
31-45 1 1.1 1.1 100.0
Total 93 98.9 100.0
Missing System 1 1.1
Total 94 100.0

Gender

Valid Cumulative
Frequency Percent Percent Percent
Valid Female 59 62.8 63.4 63.4
Male 34 36.2 36.6 100.0
 Total 93 98.9 100.0
Missing System 1 1.1
Total 94 100.0

Limitations of the Study

Reliability is a key aspect of research; the reliability of the study may

depend on the validity of the information provided by the
respondents. The method used for data collection, analysis and
interpretation may have its own limitations. The limitation of the
study is sample size, consists large number of car owners, the
researcher has selected a limited and specific number of samples.

Future Scope

This paper will help people understand the comparative analysis for
Indian brand car and Foreign brand car. It will also help us to
understand Indian consumer behavior. It will open new dynamics of
branding and help in giving a new perspective of Automobile market.
Further this study could also be helpful in reaching urban and rural
market view. It will also help to research new elements in marketing
strategies which could be used in branding the car. The researchers
could work upon the car new car segments branding through this
paper.

CONCLUSION

Automobile market in India today is very dynamic & competitive

with a range of players and products. There are many reasons for the
impressive growth of the Indian passenger car Industry in past couples
of years. In today’s cutthroat competition it is very difficult to survive
for this market. Stiff competition has forced manufacturers to be
innovative and responsive for customer demands and needs and for
future satisfaction. Hyundai motors India is a leading company in
Indian Automobile sector which occupies prominent place due to its
innovative strategic marketing, promotional, Brand positioning,
advertising strategies. In today’s scenario the success of company lies
in structuring and restructuring the marketing strategies according to
products and continuous innovation of the product services.

India’s largest car maker Maruti Suzuki India Ltd has an unlikely
admirer — its fiercest rival is Hyundai Motor India Ltd. The
continued dominance of Maruti, which controls 49.5% of the Indian
passenger vehicle market.

Volume-wise, Maruti is definitely No. 1 because they have 1.7

million units and Hyundai at 7 lakh (700,000). So, volume-wise and
factory- wise, Hyundai cannot compete and overtake.

Maruti has focus on bringing down costs and weight with every new
model that it introduces. A 200kg weight reduction in every next-
generation product is a tremendous job for competing in market.
Hyundai needs to learn how to do that in order to maintain cost
efficiency will match the price structure of the market leader. “Design,
quality, features in Hyundai cars are much advanced. That is
Hyundai’s strategy... But sales are a different strategy. They cannot
fight (there). Even Eon is more expensive than i20 is more expensive
than Baleno. Adding that the absence of models such as Alto, Wagon
R, Ertiga and Celerio in Maruti’s portfolio is another reason for
Hyundai not being in a position to take on Maruti.

Hyundai is pretty much advance and optimise for rural and urban
market point, his goal is towards the maximum market share with
export and including import.

Maruti suzuki is good in its marketing strategy and shows good

results. And as Maruti has its vast network of dealers and service
centers they are able to provide good after sales services and are able
to maintain good relationship with customers which is their strongest
point. Maruti
is also benefited with its goodwill and Brand name which is already
there in market. So Maruti can use these as an opportunity to bring
new and innovative car models in market and try to attract more and
more customers. It can be seen that Maruti is trying to attract
customers from all segments by launching cars like sx4, Swift, Ritz
but their main preference is “A” segment cars only.
Hyundai strategies of endorsing their products with celebrities has got
a very good response but Hyundai should advertise better to create a
good picture of its products by transferring the key good things about
its cars. Hyundai has a good tract record of having successful diesel
mid size cars in its portfolio and it should encash the same opportunity
to launch the diesel versions of small car before Maruti too have
competitive advantage. And Hyundai should also try to increase their
service centers so that customers can find it convenient.

Suggestions

Maruti respondents are dissatisfied with performance of the cars. So,

they have to improve the quality and design of the cars to meet the
desired results. Redesigning of Hyundai and Maruti Suzuki cars will
make the cars more attractive and competitive. This allows them to
succeed in the market and to compete with the foreign competitors.
Hyundai Cars has a good presence in the family income segment from
5 lakhs to more than 15 lakhs. Hyundai should build strategies to
catch the Family Income Level Group from 1 lakh and more to
increase market share. Maruti 's presence in the premium segment is
not very good. But in the Family Income level group from 1 to 5 lakhs
is strong here. The users with the income of above six lakhs are
looking for other brands. Maruti must address this specific segment by
developing innovative models to fulfill the needs of high-income
group people to maintain market leadership over a long period of
time. Maruti 's respondents are not impressed with the performance
and display of the products. Hyundai car respondents are dissatisfied
with fuel efficiency. In order to increase the capacity of vehicles, a
range of additional facilities have to be integrated into the Maruti and
Hyundai. Maruti Suzuki is required to work on its Social Media
Team to connect end-
users further by advertising additional service offerings, etc. Hyundai
should improve in the Print Media advertisement. So, both car
companies will achieve success in attracting customers.

References

Website:
http://auto.economictimes.indiatimes.com
http://m.hyundai.co.in/mobile
http://www.cardekho.com/cars/hyundai
www.hyundai.com
www.marutisuzuki.com
www.google.com
www.autoindia.com
www.overdrive.com