A Study of Consumer Buying Behaviour Towards Maruti Suzuki

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A Study OF Consumer Buying Behaviour Towards Maruti

Suzuki
Marketing strategies and plans (University of Mumbai)
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UNIVERSITY OF MUMBAI
PROJECT REPORT
ON
“A STUDY OF CONSUMER BEHAVIOUR TOWARDS MARUTI

SUZUKI”
SUBMITTED BY
RAHUL KAMALASHANKAR PANDEY
THE AWARD OF THE DEGREE OF
BACHELOR OF MANAGEMENT STUDIES (B.M.S) SEM-VI
EXAMINATION NO:-
ACADEMIC YEAR 2019-20
GUIDED BY
PROF.MINAZ ANSARI
PADMASHRI ANNASAHEB JADHAV BHARATIYA SAMAJ UNNATI MANDAL’S
B.N.N. COLLEGE, BHIWANDI DIST. THANE 421302

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DECLARATION
I, Mrs. RAHUL KAMALASHANKAR PANDEY, Exam No: 1159165

Student of B.N.N College, Bhiwandi of T.Y.B.M.S (BACHELOR OF
MANAGEMENT STUDIES), Semester VI, hereby declare that I have
completed project on “A STUDY OF CONSUMER BEHAVIOUR
TOWARDS MARUTI SUZUKI “is a record of independent research work
carried by me during the academic year 2019-20 under the guidance of
PROF.MINAZ ANSARI The information submitted is true and original to the
best of my knowledge.

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SELF-FUNDED COURSES
“A” NAAC Accredited
“BEST COLLEGE AWARD 2018-2019”
CERTIFICATE
This is to certify That RAHUL KAMALASHANKAR PANDEY, Seat No.:

1159165 of T.Y.B.M.S (BACHELOR OF MANAGEMENT STUDIES),
B.N.N College, Semester VI (Academic Year 2019-20) has successfully
completed the project entitled “A STUDY OF CONSUMER BEHAVIOUR
TOWARDS MARUTI SUZUKI” and submitted the project report in partial
fulfillment of the requirement for the award of the Degree of T.y.b.m.s
Bachelor of Management Studies of University of Mumbai.
Prof.Minaz Ansari Dr. Kalpana Patankar Jain/ Dr. Ashok. D.Wagh

Dr. Vikas Ubale
(Project Guide) (Co-coordinator) (Principal)
Examiner: -__________
Date: -__________
College Seal

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ACKNOWLEGMENT
To list who all have helped me is difficult because they are so numerous and the depth is so
enormous. I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance to do this
project. I would like to thank my Principal, Dr. Ashok D.Wagh for providing the necessary
facilities required for completion of this project. I take this opportunity to thank our Co-
coordinator, Dr. Kalpana Patankar and Dr. Vikas Ubale for their moral support and
guidance. I would also like to express my sincere gratitude towards my project guide Prof.
Minaz Ansari whose guidance and care made the project successful.
I would like to thank my College Nirlon Library, for having provided various reference
books and magazines related to my project.
Lastly, I would like to thank each person who directly or indirectly helped me in the
completion of the project especially my parents and peers who supported me throughout my
project.

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INDEX
CHAPTERS NAME OF THE TOPIC PAGE NO.
1 INTRODUCTION 1
2 LITERATURE REVIEW 6
3 RESEARCH METHODOLOGY 9
4 DATA ANALYSIS, INTERPRETATION 12
PRESENTATION 24
5 ORGANISATIONAL PROFIE 33
6 CONCLUSION 52
➢ RECOMMENDATION 53
➢ BIBLIOGRAPHY 54
➢ ANNEXURE 55

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o CHAPTER NO.1
• INTRODUCTION

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➢ INTRODUCTION :
o MEANING OF CONSUMER BUYING BEHAVIOUR
Consumer buying behavior is the sum total of a consumer's attitudes, preferences,

intentions, and decisions regarding the consumer's behavior in the marketplace when
purchasing a product or service. The study of consumer behavior draws upon social science
disciplines of anthropology, psychology, sociology, and economics.
o DEFENATION:-
Consumer Buying Behavior refers to the actions taken (both on and offline) by consumers
before buying a product or service. This process may include consulting search engines,
engaging with social media posts, or a variety of other actions. It is valuable for businesses
to understand this process because it helps businesses better tailor their marketing
initiatives to the marketing efforts that have successfully influenced consumers to buy in the
past.
o What are the major factors that influence consumer buyer behavior?
A variety of factors go into the consumer buyer behavior process, but here we offer just a
few. Taken separately, they may not result in a purchase. When put together in any number
of combinations, the likelihood increases that someone will connect with a brand and make
a purchase. Four factors influencing consumer buying behavior are
• Cultural Factors - Culture is not always defined by a person's nationality. It can also be
defined by their associations, their religious beliefs or even their location.
• Social Factors - Elements in a person's environment that impact the way they see products.
• Personal Factors - These may include someone's age, marital status, budget, personal
beliefs, values, and morals.
• Psychological Factors - A person's state of mind when they are approached with a product
will often determine how they feel not only about the item itself but the brand as a whole.

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• What are the four types of buyers?
A. The Analytical Buyer - Motivated by logic and information, this buyer will look at all
the data on competing brands and products before making an informed decision.
B. The Amiable Buyer - Warm and friendly, this buyer just wants everyone to be happy.
That is why they are often paralyzed by big decisions when there is the perception of
a win/lose outcome.
C. The Driver Buyer - Drivers are most concerned with how others view them and
whether they follow. The trendsetters, Drivers are most concerned with their
appearance rather than the relationships that are formed during a transaction.
D. The Expressive Buyer - Relationships are key to the Expressive Buyer. They cannot
stand feeling isolated or ignored during a transaction. Instead, they want to feel like
your most important asset.

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MEANING OF CONSUMER.
A consumer is a person or a group who intends to order, orders, or uses purchased goods,
products, or services primarily for personal, social, family, household and similar needs, not
directly related to entrepreneurial or business activities.
o Consumer rights
“Consumers, by definition, include us all;" President John F. Kennedy offered his definition
to the United States Congress on March 15, 1962. This speech became the basis for the
creation of World Consumer Rights Day, now celebrated on March 15. In his speech, JFK
outlined the integral responsibility to consumers from their respective governments to help
exercise consumers' rights, including:
• The right to safety: to be protected against the marketing of goods which are hazardous
to health or life?
• The right to be informed: to be protected against fraudulent, deceitful, or grossly

misleading information, advertising, labeling, or other practices, and to be given the
facts he needs to make an informed choice.
• The right to choose: to be assured, wherever possible, access to a variety of products

and services at competitive prices; and in those industries in which competition is not
workable and Government regulation is substituted, an assurance of satisfactory quality
and service at fair prices.
• The right to be heard: to be assured that consumer interests will receive full and
sympathetic consideration in the formulation of Government policy, and fair and
expeditious treatment in its administrative tribunals.

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➢ Economics and marketing
A consumer is one that buys well for consumption and not for resale or commercial
purpose. The consumer is an individual who pays some amount of money for the thing
required to consume goods and services. As such, consumers play a vital role in
the economic system of a capitalist economy. Without consumer demand, producers would
lack one of the key motivations to produce: to sell to consumers. The consumer also forms
part of the chain of distribution.
Recently in marketing instead of marketers generating broad demographic profiles and
Fission-graphic profiles of market segments, marketers have started to engage
in personalized marketing, permission marketing, and mass customization.
Largely due to the rise of the Internet, consumers are shifting more and more towards
becoming producer, consumers who are also producers (often of information and media on
the social web), influence the products created (e.g. by customization, crowd funding or
publishing their preferences), actively participate in the production process, or use
interactive products.
➢ Law and politics
The law primarily uses a notion of the consumer in relation to consumer protection laws,
and the definition of consumer is often restricted to living persons (i.e. not corporations or
businesses) and excludes commercial users. A typical legal rationale for protecting the
consumer is based on the notion of policing market failures and inefficiencies, such as
inequalities of bargaining power between a consumer and a business. As all potential voters
are also consumers, consumer protection has a clear political significance.
Concern over the interests of consumers has spawned consumer activism, where organized
activists do research, education and advocacy to improve the offer of products and services.
Consumer education has been incorporated into some school curricula. There are also
various non-profit publications, such as Which?, Consumer Reports and Choice magazine,
dedicated to assist in consumer education and decision making.
In India, the Consumer Protection Act 1986 differentiates the consummation of a
commodity or service for personal use or to earn a livelihood. Only consumers are protected
per this act and any person, entity or organization purchasing a commodity for commercial
reasons is exempted from any benefits of this act.

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o CHAPTER NO.2
➢ LITERATURE REVIEW

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Review of Literature:
Vishwa Karthikeyan (1998) in his study ascertains that low maintenance cost and fuel efficiency are
the reasons to prefer Hero Honda vehicle. Murugantham (2000) in his study identified that price,
design, features and availability of more service stations induces the customers to prefer Maruti
cars.
Kokta Thomas (2002) in his study finds that customer prefer to purchase car based on price,
advertising and reputation possessed by the car.
Renuka Devi (2005) in her study found that family members play a vital role in choosing particular
brand of car.
Gomathi (2006) in her article observes that majority of consumers prefer diesel cars due to its
better mileage and high power of the car.
Man deep Kaur and Sandhu (2006) in their finds that customer give much importance to safety,
comfort and luxuriousness, while they prefer to purchase four wheelers.
Mohinder Singh (2007)in his article finds that consumers prefers car due to superior
performance, flexibility in travel, punctual in attending the assignments, privacy, easy mode of
carrying parcels and carriages and act as a status symbol.
Review of Indian studies:
Nitin Joshi1, D. P. Mishra 1 (2011) the aim of the study is to understand the behavior of the
customer in the State of Maharashtra which is one of the most developed states of India. The study
was carried out to understand the customer awareness on environment friendly car (EFC). The
objective of the study is to understand the awareness levels and create awareness of the EFC so that
the efforts of the manufacturing the green car will be achieved. SPSS version 17.0 has been used for
analysis of the data. Five hundred respondents have been asked to fill in a questionnaire. The study
has been done keeping in mind age group and the geographical area of the respondents. With
reference to the age group, it is observed that there is no significant difference in the awareness
levels but with reference to the geography, it is observed that there is a significant difference in the
awareness levels with reference to the EFC.
Dr Ajoy S Joseph 5 (2011) one of the most important factors that influence purchase of passenger
cars in India is the availability of auto finance or consumer credit. This empirical study analyses the
behavioral pattern exhibited by passenger car customers towards auto loan schemes and Financiers
when they purchase their cars. The study was based on the data collected from five hundred and
twenty five passenger car owners consisting of professionals, employees of public and private
sector, businessmen and agriculturist in Dakshina Kannada district of Karnataka State. The
respondents have been broadly categorized into three groups on the basis of original price range of
their cars viz. cars in the price range of Rs. 2 – 4 lakhs, Rs. 4 – 6 lakhs and Rs. 6 – 9 lakhs. The study
finding indicates that the most important three factors considered by car purchasers while deciding
auto finance company were less processing time, easy documentation and explanation of the
financing scheme by the staff.

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This study has also been made on customer expectations, perceptions satisfaction in the service
quality of Maruti Suzuki in Coimbatore District, and has made use of various parameters to measure
the variables. The majority of the studies could separately establish their views on customer
satisfaction and customer loyalty, customer service quality, and product quality, and are only
reaching out to the common man recently. This study examines the customer expectations,
perceptions and satisfaction in service quality of Maruti Suzuki even focusing on factors like gender,
educational qualification, income level, and marital status and so on, as a whole. In this regard, this
study is a maiden effort and exploratory in nature, and thereby it also contributes to the existing
literature.
Conclusion.
In addition to the review, a presentation of an overview of car industry and the trend and growth
pattern of Indian automobile industry is considered essential for the present research...

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o CHAPTER NO.3
➢ RESEARCH
METHODOLOGY

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➢ MEANING.
Research methodology is way to systematically solve the research problem.it

may be understood as a science of studying how research is done scientifically
.in it we are study the various step that are generally adopted by a researchers
in studying his research problem along with logic behind them. It is necessary
for researcher to know not only the research methods /technique’s but also
methodology
➢ TITLE OF THE PROJECT.
A SUDY OF CONSUMER BUYING BEHAVIOUR OF MARUTI SUZUKI.
➢ Objective of the study
1. Analysis the comparison between the rural and urban consumer behavior.
2. To know the important variables that influences the consumer while purchasing
automobile.
3. To identify the unsatisfied consumer needs.
4. To analyze the market of opportunities for automobile.
5. To know whether the demographic values of the consumer have influence on the
purchase of the automobile.
6. To examine the reason for preferring a four wheeler by the customers.
➢ SOURCES OF DATA
To fulfill the information need of the study .the data is collected from primary and as well as
secondary sources:

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o PRIMARY DATA :
We collect primary data during the courses of doing experiments in an experimental

research but in case we do research of the descriptive from and perform survey , then we
obtain information either through observation or through direct communication with
customer in one form or another or through personal interviews.
I collected the primary from personal interview.
o SECONDARY DATA:
The secondary data is mainly collected on the basis of.
• Books
• Websites of the consumer buying behavior.
• LIMITATION OF THE STUDY.
✓ This study is limited to only automobile company.
✓ Among various type of automobile company’s
✓ This study is limited to purchase behavior of cars.
✓ This study is limited to a method which is interview survey communication.
✓ The interview is taken from team of the company.
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o CHAPTER NO.4
➢ DATA ANALYSIS,
INTERPRETATION AND
PRESENTATION
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➢ DATA ANALYSIS
• INTERVIEW :-
The whole interview was based on survey, survey has taken by

volunteer.
The interview was conduct public place and the questions were
asked from students, ladies, teenager, and men.
#survey questions.
1) Family income per annum.
family income
above 8 lacs
9%
5 lacs to 8 lacs
10%
3 lacs to 5 lacs upto 3 lacs

23% 58%
INTERPRETATION
In India any family purchase any expensive product cars or other they first decide there
budge the base on their family income.in survey we asked from family then we fended
that the Avery family decided there particular amount .in survey we found the 59 % of
people are porches up to 3lacs and 23% 3 laces to 5 laces, 10% 5 laces to 8 laces and other
side the 8% family purchase above 8 laces.
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2) Mention the sources of awareness about the car.
awarness
dealers
26%
advertisment
39%
relitives
11%
friends
24%
INTERPRETATION
People who buy the car he get to know about that through advertisement, by dealers or
friends about that model. When start the survey we ask people where the come ideas
and information regarding the cars and we founded that 39 % people from
advertisement,24% of people from friends and 11% from relative’s and 26% from dealers
they this circular create awareness regarding car.
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3) Through witch kind of advertisement people can know about the car.
advertisment
magazines
8%
news paper
television 29%
22%
internet
41%
INTERPRETATION
When we ask people to how they know about the car model. And we get the answer, in
the above pie chart we see that 41% people know about the car model from internet, 29%
of people from newspaper, 22% of people from television and 8 % magazines.
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4) Who influenced your purchase decision of car?
influnced
Friends
8%
Parents
23%
Self
58%
Wife
10%
INTERPRETATION
In survey when we asked the customer where they influenced to buy a car and we get
some answers in the above pie chart. Person whom influenced from family or others, in
the survey we find that. The 59% from himself to buy and 23 % from parents, 10% from
wife and 8 % from their friends.
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5) State the purpose for which you own a car.
Purpose
business
11% Personal
27%
personal and
business
62%
INTERPRETATION
In survey when we asked the customer for which purpose they buy a car in the above pie
chart we see. We found the 62% of people says that they buy a car for their both use
business and personal use and 27 % people for their personal use and 11% for business
purpose only.
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6) Mode of purchase of your car..?
Mode of purches
bank loan
14%
Cash
credit 54%
32%
INTERPRETATION
We ask people how the purchase their car which means what the mode they use to buy
car and we found that the 54 % of people buy a car from cash , 32 % from credit and 14 %
bank loan which means the mode of purchase was depended their budge.
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7) Mention from where bought your car.
bought a car..?
Brokers
10% Friends
9%
sub-Dealershop Dealer shop

23% 58%
INTERPRETATION
The biggest question mark of any customer where from they buy car. When we asked to
people where from they buy their car. we found the 59% of people buy the car from
dealer shop, 23 % from sub-dealer shop and 10% from broker or 8% people from their
friends .
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8) Which mode of maruti car have you owned?
Model of maruti
Vitara Brezza
11% Maruti Swift
27%
Maruti Wagon R
41% Maruti baleno
21%
INTERPRETATION
When we asked people to which model of maruti cars they purchase from car shop and
we found that the people buy the car under their income and budge we see in the above
chart. The 41% interesting buy maruti wagon R, 21 % people maruti baleno, 27% of
people Maruri swift and 11% of people interested to buy vitara brezza.
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9) What kind of fuel is used in your car?
fuel
CNG
LPG 9%
11%
Petrol
47%
Diesel
33%
INTERPRETATION
We see in the above pie chart the 47% of people use the petrol car.33% of people used
diesel, 11% LPG GAS and 9% of people use CNG GAS.
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10) What is the reason for using maruti Suzuki cars?
Maruti suzuki
Low fuel
cosumption.
Minimization of 19%
low maintenance
pollution. cost
11% 44%
Engine saftey &

long life
26%
INTERPRETATION
When we asked to people witch purpose they buy the maruti Suzuki cars. And we find
that the 44% of people but maruti Suzuki for low maintenance. 26% of engine safety &
long life, 19% for low fuel consumption and 11% minimization of pollution.
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➢ FINDING:
✓ Majority of the respondent own a maruti Suzuki car therefor it is the

most preferred car.
✓ People think that maruti Suzuki has wide variety of car to choose.
✓ People are satisfied with the price of maruti car, and are happy to spend
the price to buy maruti car.
✓ Majority respondents think that maruti cars serve better than other
brand cars.
✓ While purchasing new car, fuel efficiency is the feature which people
think will affect the purchase decision.
✓ People consider HYUNDAI is the biggest competitor of maruti Suzuki

cars.
✓ Respondents were aware of the other brands quite well, and brand
image is also key point to effect the purchase decision of the customer.
✓ Maruti Suzuki car have good fuel efficiency, with competitively period
and wide variety and color options.
✓ Majority of respondents are happy to buy a maruti car in the future.
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➢ PRESENTATION :
• OVERVIEW OF TOPIC.
• SCPE OF TOPIC.
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• OVERVIEW OF TOPIC
What is Consumer Buying Behavior?
• Definition of Buying Behavior:
Buying Behavior is the decision processes and acts of people involved in buying and
using products.
Need to understand:
• Why consumers make the purchases that they make?

• What factors influence consumer purchases?
• The changing factors in our society.
Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm
needs to analyze buying behavior for:
Buyers’ reactions to a firms marketing strategy has a great impact on the firm’s success.
The marketing concept stresses that a firm should create a Marketing Mix (MM) that
satisfies (gives utility to) customers, therefore need to analyze the what, where, when and
how consumers buy.
Marketers can better predict how consumers will respond to marketing strategies.
Stages of the Consumer Buying Process.
Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual
purchasing is only one stage of the process. Not all decision processes lead to a purchase. All
consumer decisions do not always include all 6 stages, determined by the degree of
complexity...discussed next.
The 6 stages are:
1. Problem Recognition
(Awareness of need)--difference between the desired state and the actual condition. Deficit
in assortment of products. Hunger--Food. Hunger stimulates your need to eat.
Can be stimulated by the marketer through product information--did not know you were
deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that
you need a new pair of shoes.
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2. Internal search, memory.
External search if you need more information. Friends and relatives (word of mouth).
Marketer dominated sources; comparison shopping; public sources etc.
A successful information search leaves a buyer with possible alternatives, the evoked set.
Hungry, want to go out and eat, evoked set is
• Chinese food
• Indian food
• burger king
• Klondike kites etc.
3. Evaluation of Alternatives—
Need to establish criteria for evaluation, features the buyer wants or does not want.
Rank/weight alternatives or resume search. May decide that you want to eat something
spicy, Indian gets highest rank etc.
If not satisfied with your choice then returns to the search phase. Can you think of another
restaurant? Look in the yellow pages etc. Information from different sources may be treated
differently. Marketers try to influence by "framing" alternatives.
4. Purchase decision-
Choose buying alternative, includes product, package, store, method of purchase etc.
5. Purchase
May differ from decision, time lapse between 4 & 5, product availability.
6. Post-Purchase Evaluation--outcome:
Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This
can be reduced by warranties, after sales communication etc.
After eating an Indian meal, may think that really you wanted a Chinese meal instead.
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• Categories that Affect the Consumer Buying Decision Process

A consumer, making a purchase decision will be affected by the following three
factors:
1. Personal
2. Psychological
3. Social
• SCPE OF TOPIC.
➢ Automobile Industry in India.
➢ Introduction
India became the fifth largest auto market in 2019 with sales reaching to 3.81 million units.
It was the seventh largest manufacturer of commercial vehicles in 2019.
The two wheelers segment dominates the market in terms of volume owing to a growing
middle class and a young population. Moreover, the growing interest of the companies in
exploring the rural markets further aided the growth of the sector.
India is also a prominent auto exporter and has strong export growth expectations for the
near future. In addition, several initiatives by the Government of India and major
automobile players in the Indian market is expected to make India a leader in the two-
wheeler and four-wheeler market in the world by 2020.
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➢ Market Size
• Domestic automobiles production increased at 2.36 per cent CAGR between FY16-20
with 26.36 million vehicles being manufactured in the country in FY20. Overall,
domestic automobiles sales increased at 1.29 per cent CAGR between FY16-FY20
with 21.55 million vehicles being sold in FY20.
• Two wheelers and passenger vehicles dominate the domestic Indian auto market.
Passenger car sales are dominated by small and mid-sized cars. Two wheelers and
passenger cars accounted for 80.8 per cent and 12.9 per cent market share,
respectively, accounting for a combined sale of over 20.1 million vehicles in FY20.
• Overall, automobile export reached 4.77 million vehicles in FY20, growing at a CAGR
of 6.94 per cent during FY16-FY20. Two wheelers made up 73.9 per cent of the
vehicles exported, followed by passenger vehicles at 14.2 per cent, three wheelers at
10.5 per cent and commercial vehicles at 1.3 per cent.
• EV sales, excluding E-rickshaws, in India witnessed a growth of 20 per cent and

reached 1.56 lakh units in FY20 driven by two wheelers.
• Premium motorbike sales in India recorded seven-fold jump in domestic sales,

reaching 13,982 units during April-September 2019. The sale of luxury cars stood
between 15,000 to 17,000 in the first six months of 2019.
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➢ Government Initiatives
The Government of India encourages foreign investment in the automobile sector and has
allowed 100 per cent foreign direct investment (FDI) under the automatic route.
Some of the recent initiatives taken by the Government of India are –
• Under Union Budget 2019-20, the Government announced to provide additional

income tax deduction of Rs 1.5 lakh (US$ 2,146) on the interest paid on the loans
taken to purchase EVs.
• The Government aims to develop India as a global manufacturing center and a
Research and Development (R&D) hub.
• Under NAT Rip, the Government of India is planning to set up R&D centers at a total
cost of US$ 388.5 million to enable the industry to be on par with global standards
• The Ministry of Heavy Industries, Government of India has shortlisted 11 cities in the
country for introduction of EVs in their public transport systems under the FAME
(Faster Adoption and Manufacturing of (Hybrid) and Electric Vehicles in India)
scheme. The Government will also set up incubation center for start-ups working in
the EVs space.
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➢ Current scenario of automobile industry in India.
The Indian automobile industry, the world’s fourth-largest, has finally embraced a slowdown
after a near-decade of high growth. On May 13, the Society of Indian Automobile
Manufacturers (SIAM) announced a 17 percent decline in passenger vehicle sales for April,
the lowest in nearly eight years.
According to the data from SIAM, car sales are down for the tenth consecutive month since
July 2018. Overall, the auto industry sold 2,001,096 units during April. In the same period
last year, it had sold 2,380,294 units.
“There are two reasons for the sharp fall in numbers,” explained Deepesh Rathore, co-
founder of Gurugram-based automotive consultancy Emerging Markets Automotive
Advisors. “A long term correction had been pending for some time in the sector. Dealers
have now put a break on the inventory, primarily due to the slowdown in sales. Secondly,
the on-going elections and the uncertainty over the results have also added to the
slowdown,” he added.
Rathore now expects the demand to remain subdued for the next few months but doesn’t
reckon that the car sales decline will see a sharp fall again as was the case in April.
Passenger vehicle sales in April fell to 247,541 units from 2, 98,504 units in the year-ago
period. Domestic car sales meanwhile fell to 1, 60,279 units compared to 2, 00,183 in April
2018, while two-wheeler sales in April declined 16.36 percent to 16, 38,388 units compared
to 19, 58,761 units in the year-ago month.
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Even in the commercial vehicle segment, sales saw a 6 percent decline in April as against the
same period a year ago. This was primarily due to a 13.5 percent decline in medium and
heavy commercial vehicles while light commercial vehicles declined by 1.10 percent.
Declining automotive sales are primarily an indicator of how the Indian economy is
performing; particularly the purchasing power of people while a slowdown in commercial
vehicle sales indicates an investment cycle slowdown.
In April, Maruti Suzuki and Hyundai sales volumes fell 19% and 10% respectively with Maruti
announcing a 10% cut in production in April.
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➢ Maruti Suzuki, Hyundai Motor step-up to help government for

COVID-19 protective equipment, kits
At the request of the government, Maruti Suzuki India (MSIL) has examined its ability to
assist in the production of ventilators, masks and other protective equipment, the company
said on Saturday.
An arrangement has been entered into with AgVa Healthcare, an existing approved
manufacturer of ventilators and MSIL would work with the company to rapidly scale up
production of ventilators. The intention is to reach a volume of 10,000 units per month, it
said.
"AgVa Healthcare would be responsible for the technology, performance and related
matters for all the ventilators produced and sold by them. MSIL would use its suppliers to
produce the required volume of components and use its experience and knowledge to
upgrade systems for the production and quality control of the higher volumes," MSIL said.
Any other assistance required would also be provided, it said adding that MSIL would also
help, to the required extent to arrange financing, and obtain all permissions and approvals
required to enable the higher production. MSIL would provide these services free of cost to
AgVa Healthcare.
Krishna Maruti Limited, a joint venture of MSIL with Ashok Kapur, would be manufacturing
three-ply masks for supply to the Haryana and Central governments.
"Production is expected to start as soon as all approvals are received. Kapur will provide
two-million masks free of cost as his own contribution," MSIL said.
Bharat Seats Limited, a joint venture of MSIL with the Relan family, would be manufacturing
protective clothing as soon as all approvals are in place.
All manufacturing units would take maximum care to protect the safety and health of the
workers in accordance with the government recommended practices, it added.
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o CHAPTER NO.5
ORGANISATIONAL PROFIE
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Maruti Suzuki India Ltd (formerly Maruti Udyog Ltd) is India's largest passenger car company
accounting for over 50 per cent of the domestic car market. The company offers full range
of cars from entry level Maruti Alto to stylish hatchback Ritz A-star Swift Wagon R Estillo and
sedans DZire SX4 and Sports Utility vehicle Grand Vitara. The company is a subsidiary of
Suzuki Motor Corporation of Japan. The Japanese car major held 56.21% stake in Maruti
Suzuki as on 31 December 2017.The company is engaged in the business of manufacturing
purchase and sale of motor vehicles and spare parts (automobiles). The other activities of
the company include facilitation of pre-owned car sales fleet management and car
financing. They have four plants three located at Palma Gurgaon Road Gurgaon Haryana and
one located at Manesar Industrial Town Gurgaon Haryana.
✓ About Maruti Suzuki Pvt Ltd.
Maruti Suzuki India Ltd. primarily manufactures cars and has been the most favourite
automobile brand among Indian people since its inception. The company had started in
1982; however, it commenced the production of automobiles a year later in 1983. The very
first model of Maruti, Maruti Suzuki 800, made its way to Indian roads in December 1983.
The very first unit was bought by Mr. Harpal Singh of Delhi and he was handed over the keys
of the car by the then Prime Minister of India Indira Gandhi. The second in the series was
India's first MUV Maruti Suzuki Omni that was launched in November 1984. The other
models that came into market in subsequent years were Gypsy in 1985, Maruti 1000 in
1990, Zen in 1993, Esteem in 1994, WagonR in 1999, Swift in 2005, Grand Vitara in 2007,
Maruti Suzuki A-Star in 2008, Ritz in 2009, Eeco in 2009, Alto K10 in 2010, Kizashi in 2011,
Ertiga in 2012, Alto 800 in 2012, Stingray in 2013, Celerio in 2013 and Ciaz in 2014.
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Maruti Suzuki Production in India.
Maruti Suzuki India Ltd. has its manufacturing facilities at two locations in India. The
Gurgaon facility comprises three plants with the annual capacity of manufacturing about 3,
50,000 vehicles; however, it is enabled to manufacture close to 9, 00,000 units annually; the
credit goes to the productivity advancements. Around 2, 40,000 K-Series engines are also
produced at the Gurgaon facility annually. Maruti 800, WagonR, Alto, Estilo, Gypsy, Omni,
Eeco, Ritz and Ertiga are manufactured at the Gurgaon facility.
Inaugurated in 2007, the Maruti Suzuki India Ltd. Manesar facility is spread over an area of
around 600 acres. The Manesar facility was initially capable of manufacturing 1, 00,000 units
a year; however, later, in October 2008, the productivity increased to 3, 00, 000 vehicles
annually. The production capacity of the Manesar facility eventually increased to 8, 00,000
vehicles. Maruti Suzuki Celerio, A-Star, Ritz, Swift, SX4 and Swift Dzire are manufactured at
the Manesar facility.
Maruti Suzuki India is planning to set up its third manufacturing facility in Ahmedabad,
Gujarat, soon over an area of 600 acres.
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Maruti Suzuki Dealership and Sales in India.
Maruti Suzuki India Ltd. has its presence in all the states and union territories of India.
Maruti has its service centers in around 1,454 cities and a sales network spread over 1,097
Indian cities. The company has over 12,500 employees working tirelessly day and night. The
company achieved a huge milestone in 2012 when it sold its ten-millionth unit. Maruti
produces over 1.5 million cars every year. In 666 towns of India, Maruti had a total of 933
dealership outlets until 31 March 2014. It has a total of 3,060 service Centre’s across India.
Maruti Exports Limited, a subsidiary of Maruti Suzuki India Limited, exports cars to El
Salvador, Costa Rica, Chile, Guatemala, Uganda, Morocco, Kenya, Europe, Ethiopia, Djibouti,
Benin, Angola, Nepal and Sri Lanka. Clearly, Maruti enjoys the reputation of being the
pioneer in Indian automobile industry that helped the people of India realize their dreams of
enjoying a wonderful driving experience. The company has firmly stood its ground despite
stiff competition by foreign luxury car manufacturing stalwarts.
Maruti Suzuki models on road.
❖ Maruti Suzuki Omni

❖ Maruti Suzuki Alto
❖ Maruti Suzuki Gypsy
❖ Maruti Suzuki Wagon- R
❖ Maruti Suzuki Vitara
❖ Maruti Suzuki Swift
❖ Maruti Suzuki Swift Dzire
❖ Maruti Suzuki Ciaz
❖ Maruti Suzuki Stingray
❖ Maruti Suzuki Ertiga
❖ Maruti Suzuki Eeco
❖ Maruti Suzuki Ritz
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• Products and services :
Sales and service network.
Maruti Suzuki has 3598 sales outlets across 1,861 cities in India. The company aims to
double its sales network to 4,000 outlets by 2020. It has 3,792 service stations across 1,861
cities throughout India.Maruti's dealership network is larger than that of enough known
companies combined. Service is a major revenue generator of the company. Most of the
service stations are managed on franchise basis, where Maruti Suzuki trains the local staff.
Also, The Express Service stations exist, sending across their repair man to the vehicle if it is
away from a normal service center
NEXA.
In 2015, Maruti Suzuki launched NEXA; a new dealership network for its premium cars.
Maruti currently sells the Baleno, S-Cross, XL6, Ciaz and Ignis through NEXA outlets. S-Cross
was the first car to be sold through NEXA outlets. Several new models will be added to both
channels as part of the company's medium term goal of 2 million annual sales by 202
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Maruti Insurance.
Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of
the National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram.
The service was set up the company with the inception of two subsidiaries Maruti Insurance
Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt Limited.
This service started as a benefit or value addition to customers and was able to ramp up
easily. By December 2005 they were able to sell more than two million insurance policies
since its inception.
Maruti Finance.
To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January 2002.
Prior to the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti
and Maruti Countrywide with Citi Group and GE Countrywide respectively to assist its client
in securing loan. Maruti Suzuki tied up with ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak
Mahindra, Standard Chartered Bank, and Sundaram to start this venture including its
strategic partners in car finance. Again the company entered into a strategic partnership
with SBI in March 2003 Since March 2003, Maruti has sold over 12,000 vehicles through SBI-
Maruti Finance. SBI-Maruti Finance is currently available in 166 cities across India.
Citicorp Maruti Finance Limited is a joint venture between Citicorp Finance India and Maruti
Udyog Limited its primary business stated by the company is "hire-purchase financing of
Maruti Suzuki vehicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank
Overseas Investment Corporation, Delaware, which in turn is a 100% wholly owned
subsidiary of Citibank N.A. Citi Finance India Limited holds 74% of the stake and Maruti
Suzuki holds the remaining 26%. GE Capital, HDFC and Maruti Suzuki came together in 1995
to form Maruti Countrywide. Maruti claims that its finance program offers most competitive
interest rates to its customers, which are lower by 0.25% to 0.5% from the market rates.
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Maruti True Value.
Maruti True service offered by Maruti Suzuki to its customers. It is a market place for used Maruti Suzuki
Vehicles. One can buy, sell or exchange used Maruti or non-Maruti vehicles with the help of this service in
India. As of 10 August 2017 there are 1,190 outlets across 936 cities.
N2N Fleet Management.
N2N is the short form of End to End Fleet Management and provides lease and fleet management to
corporates. Clients who have signed up of this service include Gas Authority of India Ltd, DuPont, and
Reckitt Benckiser, Doordarshan, Singer India, National Stock Exchange of India and Tran’s world. This fleet
management service includes Leasing, Maintenance, Convenience services and Remarketing.
Maruti Accessories.
Many of the auto component companies except than Maruti Suzuki started to offer compatible
components and accessories. This caused a serious threat and loss of revenue to Maruti Suzuki. Maruti
Suzuki started a new initiative under the brand name Maruti Genuine Accessories to offer accessories like
alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other car care
products. These products are sold through dealer outlets and authorized service stations throughout
India.
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Maruti Driving School.
As part of its corporate social responsibility Maruti Suzuki launched the Maruti Driving
School in Delhi. Later the services were extended to other cities of India as well. These
schools are modeled on international standards, where learners go through classroom and
practical sessions. Many international practices like road behavior and attitudes are also
taught in these schools. Before driving actual vehicles participants are trained on simulators.
At the launch ceremony for the school Jagdish Khattar stated "We are very concerned about
mounting deaths on Indian roads. These can be brought down if government, industry and
the voluntary sector work together in an integrated manner. But we felt that Maruti should
first do something in this regard and hence this initiative of Maruti Driving Schools."
Awards and recognition.

The Brand Trust Report published by Trust Research Advisory, a brand analytics company,
has ranked Maruti Suzuki in the thirty seventh positions in 2013 and ninth position in 2019
among the most trusted brands of India.
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➢ SWOT analysis of Maruti Suzuki :
Maruti Suzuki is the market leader in India and has amazing brand equity. Maruti is known
for the service it provides and is synonymous with Maruti 800 – the longest running small
car in India. Here is a SWOT of maruti Suzuki, its strengths, weaknesses, opportunities and
threats.
✓ Strengths in the SWOT analysis of Maruti Suzuki:
o Maruti Udyog limited (MUL) is in a leadership position in the market with a market
share of 48.74
o Major strength of MUL is having largest network of dealers and after sales service
centers in the country.
o Good promotional strategy is adopted by MUL to transfer its thoughts to
the people about its products.
o Maruti Suzuki recorded highest number of domestic sales with 9, 66,447 units from
7, and 65,533 units in the previous fiscal. It recently attained the 10million domestic
sales mark.
o Strong Brand Value and Loyal Customer Base are big strengths for MUL
o There are around 15 vehicles in Maruti Product portfolio. Have good product
lines with good fuel efficiency like Maruti Swift, Diesel, and Alto etc
o Alto still beats the small car segment with highest number of sales
o MUL is the first automobile company to start second hand vehicle sales through its
True-value entity.
o MUL has good market share and hence it’s after sales service is a major revenue
contributor.
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✓ Weaknesses in the SWOT analysis of Maruti Suzuki:
o Low interior quality inside the cars when compared to quality players
like Hyundai and other new foreign players like Volkswagen, Nissan etc.
o Government intervention due to having share in MUL.
o Younger generations started getting a great affinity towards new foreign brands
o The management and the company’s labor unions are not in good terms. The recent
strikes of the employees have slowed down production and in turn affecting sales.
o Maruti hasn’t proved itself in SUV segment like other players.
✓ Opportunities in the SWOT analysis of Maruti Suzuki
o MUL has launched its LPG version of Wagon R and it was a good move
simultaneously
o MUL can start R&D on electric cars for a much better substitute of the fuel.
o Maruti’s cervo 600 has a huge potential in tapping the middle class segment and act
as a strong threat to Nano
o New DZire from Maruti will capture the market share and expected to create the
same magic as Maruti Esteem (currently not available)
o Export capacity of the company is giving new hopes in American and UK markets
o Economic growth of the country is constantly increasing and the government is
working hard to increase the gdp to double digit.
✓ Threats in the SWOT analysis of Maruti Suzuki
o MUL recently faced a decline in market share from its 50.09% to 48.09 % in the
previous year (2011)
o Major players like Maruti Suzuki, Hyundai, and Tata has lost its market share due to
many small players like Volkswagen- polo. Ford has shown a considerable increase in
market share due to its Figo.
o Tata Motors recent launches like Nano 2012, Indigo e-cs are imposing major threats
to its respective competitor’s segment
o China may give a good competition as they are also planning to enter into Indian car
segment
o Launch of Hyundai’s H800 may result in the decline of Alto sales
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➢ BCG Matrix and VRIO Framework for MARUTI SUZUKI INDIA

LIMITED MARKETING:
o BCG Matrix :
The BCG matrix is a strategic management tool that was created by the Boston Consulting
Group, which helps in analyzing the position of a strategic business unit and the potential it
has to offer. The matrix consists of 4 classifications that are based on two dimensions. These
first of these dimensions is the industry or market growth. The other of these dimensions is
the relative market share of the strategic business unit. Strategic business units are placed in
one of these 4 classifications. The BCG matrix for MARUTI SUZUKI INDIA LIMITED
MARKETING will help decide on the strategies that can be implemented for its strategic
business units.
Strategic business units with high market growth rate and high relative market share are
called stars. Businesses should invest in their stars and can implement vertical integration,
market penetration, product development, market development, and horizontal integration
strategies. Strategic business units with high market growth rate and low relative market
share are called question marks. These strategic business units require close considerations
whether the business should continue with them or divest. Strategic business units with low
market growth rate but with high relative market share are called cash cows. The business
should invest in these to maintain their relative market share. Lastly, the strategic business
units with low market growth rate and low relative market share are called dogs. The
business should divest these strategic business units.
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✓ BCG Matrix of MARUTI SUZUKI INDIA LIMITED

MARKETING:
The BCG Matrix for MARUTI SUZUKI INDIA LIMITED MARKETING will help MARUTI SUZUKI INDIA
LIMITED MARKETING in implementing the business level strategies for its business units. The
analysis will first identify where the strategic business units of MARUTI SUZUKI INDIA LIMITED
MARKETING fall within the BCG Matrix for MARUTI SUZUKI INDIA LIMITED MARKETING.
Stars
o The financial services strategic business unit is a star in the BCG matrix of MARUTI
SUZUKI INDIA LIMITED MARKETING. It operates in a market that shows potential in the
future. MARUTI SUZUKI INDIA LIMITED MARKETING earns a significant amount of its
income from this SBU. MARUTI SUZUKI INDIA LIMITED MARKETING should vertically
integrate by acquiring other firms in the supply chain. This will help it in earning more
profits as this Strategic business unit has potential.
o The Number 1 brand Strategic business unit is a star in the BCG matrix of MARUTI
SUZUKI INDIA LIMITED MARKETING, and this is also the product that generates the
greatest sales amongst its product portfolio. The potential within this market is also high
as consumers are demanding this and similar types of products. MARUTI SUZUKI INDIA
LIMITED MARKETING should undergo a product development strategy for this SBU,
where it develops innovative features on this product through research and
development. This will help MARUTI SUZUKI INDIA LIMITED MARKETING by attracting
more customers and increases its sales.
o The Number 2 brand Strategic business unit is a star in the BCG matrix of MARUTI
SUZUKI INDIA LIMITED MARKETING as MARUTI SUZUKI INDIA LIMITED MARKETING has a
20% market share in this category. It also the market leader in this category. The overall
category is expected to grow at 5% in the next 5 years, which shows that the market
growth rate is expected to remain high. MARUTI SUZUKI INDIA LIMITED MARKETING
should use its current products to penetrate the market. This could be done by
improving its distributions that will help in reaching out to untapped areas. This will help
increase the sales of MARUTI SUZUKI INDIA LIMITED MARKETING.
Cash Cows
o The supplier management service strategic business unit is a cash cow in the BCG
matrix of MARUTI SUZUKI INDIA LIMITED MARKETING. This has been in operation for
over decades and has earned MARUTI SUZUKI INDIA LIMITED MARKETING a
significant amount in revenue. The market share for MARUTI SUZUKI INDIA LIMITED
MARKETING is high, but the overall market is declining as companies manage their
supplier themselves rather than outsourcing it. The recommended strategy for
MARUTI SUZUKI INDIA LIMITED MARKETING is to stop further investment in this
business and keep operating this strategic business unit as long as it’s profitable.
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o The Number 3 brand strategic business unit is a cash cow in the BCG matrix of
MARUTI SUZUKI INDIA LIMITED MARKETING. This is an innovative product that has a
market share of 25% in its category. MARUTI SUZUKI INDIA LIMITED MARKETING is
also the market leader in this category. The overall category has been declining
slowly in the past few years. MARUTI SUZUKI INDIA LIMITED MARKETING has the
power to influence the market as well in this category. It should, therefore, invest in
research and development so that the brand could be innovated. This will help the
category grow and will turn this cash cow into a star. The overall benefit would be an
increase in sales of MARUTI SUZUKI INDIA LIMITED MARKETING.
o The international food strategic business unit is a cash cow in the BCG matrix for
MARUTI SUZUKI INDIA LIMITED MARKETING. This business unit has a high market
share of 30% within its category, but people are now inclined less towards
international food. This change in trends has led to a decline in the growth rate of
the market. The recommended strategy for MARUTI SUZUKI INDIA LIMITED
MARKETING is to invest enough to keep this strategic business unit under
operations. If it no longer remains profitable and turns into a dog, then MARUTI
SUZUKI INDIA LIMITED MARKETING should divest this strategic business unit.
Question Marks
o The local foods strategic business unit is a question mark in the BCG matrix for
MARUTI SUZUKI INDIA LIMITED MARKETING. The recent trends within the market
show that consumers are focusing more towards local foods. Therefore, this market
is showing a high market growth rate. However, MARUTI SUZUKI INDIA LIMITED
MARKETING has a low market share in this segment. The recommended strategy for
MARUTI SUZUKI INDIA LIMITED MARKETING is to invest in research and
development to come up with innovative features. This product development
strategy will ensure that this strategic business unit turns into a cash cow and brings
profits for the company in the future.
o The Number 4 brand strategic business unit is a question mark in the BCG matrix for
MARUTI SUZUKI INDIA LIMITED MARKETING. This strategic business unit is a part of a
market that is rapidly growing. However, this strategic business unit has been
incurring losses in the past few years. It has also failed in the attempts made at
innovation by research and development teams. The recommended strategy for
MARUTI SUZUKI INDIA LIMITED MARKETING is to divest and prevent any future
losses from occurring.
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o The confectionery strategic business unit is a question mark in the BCG matrix for
MARUTI SUZUKI INDIA LIMITED MARKETING. The confectionery market is an
attractive market that is growing over the years. However, MARUTI SUZUKI INDIA
LIMITED MARKETING has a low market share in this attractive market. The low sales
are as a result of low reach and poor distribution of MARUTI SUZUKI INDIA LIMITED
MARKETING in this segment. The recommended strategy for MARUTI SUZUKI INDIA
LIMITED MARKETING is to undergo market penetration, where it pushes to make its
product present on more outlets. This will ensure increased sales for MARUTI SUZUKI
INDIA LIMITED MARKETING and convert this strategic business unit into a cash cow.
Dogs
o The plastic bags strategic business unit is a dog in the BCG matrix of MARUTI SUZUKI
INDIA LIMITED MARKETING. This strategic business unit has been in the loss for the
last 5 years. It also operates in a market that is declining due to greater
environmental concerns. The recommended strategy for MARUTI SUZUKI INDIA
LIMITED MARKETING is to divest this strategic business unit and minimize its losses.
o The Number 5 brand strategic business unit is a dog in the BCG matrix for MARUTI
SUZUKI INDIA LIMITED MARKETING. This is operating in a market segment that is
declining in the past 5 years. The company also has negative profits for this strategic
business unit. However, it is expected that the market will grow in the future with
environmental changes that are occurring. The recommended strategy for MARUTI
SUZUKI INDIA LIMITED MARKETING is to invest in the business enough to convert
into a cash cow. This will ensure profits for MARUTI SUZUKI INDIA LIMITED
MARKETING if the market starts growing again in the future.
o The synthetic fiber products strategic business unit is a dog in the BCG matrix of
MARUTI SUZUKI INDIA LIMITED MARKETING. The market for such products has been
declining, and as a result of this decline, MARUTI SUZUKI INDIA LIMITED MARKETING
has been facing a loss in the past 3 years. The market share for it is also less than 5%.
The recommended strategy for MARUTI SUZUKI INDIA LIMITED MARKETING is to
divest this strategic business unit to minimize any further losses.
o The artificially flavored products strategic business unit is a dog in the BCG matrix for
MARUTI SUZUKI INDIA LIMITED MARKETING. These products were launched
recently, with the prediction that this segment would grow. However, with
increasing health consciousness, people are now refraining from consumption of
artificial flavors. The market is shrinking, and MARUTI SUZUKI INDIA LIMITED
MARKETING has no significant market share. The recommended strategy for MARUTI
SUZUKI INDIA LIMITED MARKETING is to call back this product.
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VRIO Framework:
o The VRIO Framework or VRIO analysis is a strategic management tool that is used to
analyses a firm’s internal strengths and resources. It helps identify which one of its
internal strengths and resources can be a source of sustained competitive
advantage. The analysis is based on the idea that a firm’s internal resources are a
source of sustained competitive advantage if they are valuable, rare, cannot be
imitated by competition, and are organized to capture value for the organization.
The VRIO analysis requires looking at a firm's resources based on these 4 factors.
o Based on the analysis, each resource can either provide a sustained competitive
advantage, has a good competitive advantage, temporary competitive advantage,
competitive parity or competitive disadvantage. A sustained competitive advantage
exists when a resource is valuable, rare, non-imitable and organized. A good
competitive advantage occurs if it is valuable, rare, and non-imitable. A temporary
competitive advantage exists if it is valuable and rare. A competitive parity occurs if
it is only valuable. Lastly, the resource is a competitive disadvantage if it is neither of
the 4. The analysis takes place in this order by first assessing whether a resource is
valuable, rare, imitable and organized.
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➢ Marketing Strategy of Maruti Suzuki :
Founded in 1983 as a joint venture between Government of India and Suzuki Motor
Corporation, Japan, with a motto of motorizing India, Maruti Suzuki India (MSI) is currently a
leading manufacturer of four-wheelers in India.
Initially, the company started with Government of India holding major stakes of the
company. As of present Government has disinvested its stakes in the company completely
handing it over to Suzuki Motor Corporation. With its two manufacturing units located at
Gurugram and Manesar, both south of Delhi Maruti Suzuki employs more than 75,000
employees.
✓ Segmentation, targeting, positioning in the Marketing strategy of

Maruti Suzuki –
Having the wide range of models in almost every segment of the automobile market. Maruti
Suzuki offers 16 brands and 150 variants spanning across all segments consisting of Maruti
800, Maruti Zen EstiloMaruti Omni, Maruti Alto, Maruti Versa, Maruti Gypsy, Maruti A Star,
Maruti Wagon R, Maruti Swift, Maruti SX4, Maruti Kizashi, Maruti Eeco, Maruti Ertiga, and
Maruti Grand Vitara. Thus serving the diverse range of
customers. Brand product strategy focuses on catering to the needs of almost all the
segments from the middle class to high class.
With cars in the economy segment, mid-range segment luxury and super premium
segment Target group for the brand includes anyone above 4 Lakh p.a.
salary, people looking to switch from 2-wheeler to 4-wheeler, millennial employed as
professionals and managers. The middle class, upper middle class, high class and Affluent
class the age bracket of 21-65 years comprises of its target group
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✓ Competitive advantage in the Marketing strategy of Maruti Suzuki –

With over 30 years of presence in the country, there’s a brand trust among the customers.
Also With two manufacturing unit in the country, one in Gurugram and Manesar gives the
brand edge over its competitors.
✓ Factors which sets apart Maruti Suzuki from its competitors include
o The Quality Advantage

o Brand Trust- a Buying Experience like No other
o Quality Service across 1036 Cities
o The Low cost of Maintenance Advantage
o Lowest Cost of Ownership
o Technological Advantage
MSF continues its strong domination both in Indian market and in exports as well with the
company selling over 1.64 million vehicles to bring its market share close to 50% in the
domestic market and exporting 4-wheelers to over 125 countries globally to become the
largest passenger cars exporter from India last year, dethroning Hyundai Motors India Ltd.
which now stands fourth after Volkswagen and General Motors.
The company exported 57,300 units in the April-September period last year with a growth of
6% from 54,008 units a year ago. MSI has also not only managed to sustain its huge sales
numbers but has also increased its market share both in the urban and rural market
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➢ Maruti Suzuki Marketing Mix (4Ps) Strategy :
Marketing Mix of Maruti Suzuki analyses the brand/company which covers 4Ps (Product,
Price, Place, Promotion) and explains the Maruti Suzuki marketing strategy. As of 2020,
there are several marketing strategies like product/service innovation, marketing
investment, customer experience etc. which have helped the brand grow.
Marketing strategy helps companies achieve business goals & objectives, and marketing mix
(4Ps) is the widely used framework to define the strategies. This article elaborates the
product, pricing, advertising & distribution strategies used by Maruti Suzuki.
✓ Maruti Suzuki Product Strategy:
The product strategy and mix in Maruti Suzuki marketing strategy can be explained as
follows:
Maruti Suzuki India has a diverse product portfolio and is present in such categories of cars
as hatchback, superman, SUV, sedan and van. The entire product portfolio of automobiles is
a part of the products in the marketing mix of Maruti Suzuki. Its products are Maruti Alto,
Celerio, Wagon R, Maruti Swift, Baleno, Maruti Gypsy, Eeco, Maruti Ciaz, Ertiga, Dzire, S
Cross, Ignis and Maruti Omni. In most categories its cars are segment leaders and priced
competitively.
Maruti Suzuki manufactures 1.5 million cars each year with 15 car models and a total of 150
variants. In January 2016, Maruti Suzuki India had a total market share of 47% amongst all
passenger cars sold.
Maruti also offers services such as Maruti finance, Maruti Insurance, Maruti True Value
(used cars), Maruti Accessories and Maruti Driving School to promote the growth of its
bottom line
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✓ Maruti Suzuki Price/Pricing Strategy:
One of the key drivers of volumes of sale for Maruti Suzuki has been its ‘value for money’
strategy. This comes from its low cost learning from years of engineering in India. By
providing light weight yet safe cars, Maruti is able to cut down on costs and price its cars
competitively, in some cases undercutting the competition by 7-10 percent. Maruti’s low
cost of ownership, affordable spares, and long service intervals ensure that the pricing
strategy of Maruti is implemented not just at the time of sale but also after the car has been
bought. This gives Maruti an edge and makes it such a popular car company. Thus the
pricing strategy in the marketing mix of Maruti Suzuki is dependent upon the competitors,
market dynamics and the segment catered to.
✓ Maruti Suzuki Place & Distribution Strategy:
Maruti ‘s service network spans most states of India and is spread across 1400+ cities
manufactured at 2 factories, Manesar and Gurgaon with an annual capacity exceeding 15
lakh cars per annum. Maruti plans to set up another plant in Gujarat for which it has
acquired 600 acres of land. Maruti has around 1800+ sales outlets in all the cities combined
and has a dealership which is wider than such competitors as Hyundai, Tata and Mahindra,
even in the rural landscape. The place strategy in the marketing mix of Maruti covers not
only its presence of dealers but also service centers; Service is a major revenue generator
for the company, thanks to its wide network.
✓ Maruti Suzuki Promotion & Advertising Strategy:
Having decades of presence in India enables Maruti to leverage its brand value and brand
perception well. It also helps Maruti cut down on promotional costs. Maruti uses unique
advertising methods to promote its cars and often ropes in stars and celebrities as brand
ambassadors for various cars models. Maruti has utilized heavily the online promotion space
for the launch of its Brezza, Ignis and S Scross. Maruti also uses traditional advertising
spaces such as newspapers, television, radio, ATL etc. Maruti Suzuki also used pint of sale
and mobile promotions and the message across all the above platforms is focused on fuel
efficiency, looks, comfort and space for its cars. Hence, a 360 branding approach is followed
in the promotional strategy of marketing mix of Maruti. The ad campaigns often highlight
the huge service network of the brand. Thus, this summarizes the marketing mix of Maruti
Suzuki.
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o CHAPTER NO.6
o CONCLUSION
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❖ CONCLUSION:
Automobile market 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. Some of these are easy availability of vehicle finance, attractive rate of interest
and convenient installments. In today’s cutthroat competition it is very difficult to survive.
Stiff competition has forced manufacturers to be innovative and responsive to customer
demands and needs. Maruti Suzuki India Limited 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 and continuous
innovation of product and services.
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❖ RECOMMENDATION :
To conclude, it can be said that PERFECT Automobiles has created its image in a very short
period in Rajkot. PERFECT is the Best dealer of Maruti Suzuki. It is attracting the customers
with its good services. Most of the customer satisfied by buying the Maruti car from
PERFECT automobiles. This satisfaction can be concluded by the response of customer in the
questionnaires. Day by day Maruti Suzuki is improving his reputation to other Automobile
Company. The comparison chart and survey report in this training report can recognize this.
There should be more staff having experience of automobile sector.
✓ There should be more efficient planning for satisfying customer needs.
✓ Attractive offers should be given time to time, to increase customer’s interests
✓ there should be easy process of car servicing
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❖ BIBLIOGRAPHY :
➢ (n.d.). Retrieved from www.marutisuzuki.com.

➢ (n.d.). Retrieved from www.wikipedia.com.
➢ KOTLER, P. (2013). Marketing management 14th edition.
➢ r, C. (2004,2nd revised edition). Research methodology. New age International pvt
ltd publishers.
➢ www.google.com. (n.d.).
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❖ Annexures:
“A STUDY OF CONSUMER BEHAVIOUR TOWARDS MARUTI

SUZUKI”
➢ Do you have any Maruti Suzuki four wheelers?
➢ Do you have any Maruti Suzuki four wheelers?
➢ Which Maruti Model do you have?
➢ Which Version do you have?
➢ If you have Maruti Suzuki what features do you like most?
➢ What is the performance of your Car?
➢ After Servicing your vehicles delivered at the promised time?
➢ What rank you will give to your company as for the satisfaction level 1 is the highest
5 is the lowest rank of satisfactory level?
➢ How you find the behavior of sales executive?
➢ What you will say about after sales services of company?
➢ Does the sales team of Maruti Suzuki regularly visit to your outlet or place?
➢ Which company is giving you much benefit?
➢ According to you what are the areas of improvement is needed?
55

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“A STUDY OF CONSUMER BEHAVIOUR TOWARDS MARUTI

RAHUL KAMALASHANKAR PANDEY

THE AWARD OF THE DEGREE OF

BACHELOR OF MANAGEMENT STUDIES (B.M.S) SEM-VI

ACADEMIC YEAR 2019-20

PADMASHRI ANNASAHEB JADHAV BHARATIYA SAMAJ UNNATI MANDAL’S

B.N.N. COLLEGE, BHIWANDI DIST. THANE 421302

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I, Mrs. RAHUL KAMALASHANKAR PANDEY, Exam No: 1159165

RAHUL KAMALASHANKAR PANDEY

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This is to certify That RAHUL KAMALASHANKAR PANDEY, Seat No.:

Prof.Minaz Ansari Dr. Kalpana Patankar Jain/ Dr. Ashok. D.Wagh

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RAHUL KAMALASHANKAR PANDEY

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CHAPTERS NAME OF THE TOPIC PAGE NO.

4 DATA ANALYSIS, INTERPRETATION 12

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o MEANING OF CONSUMER BUYING BEHAVIOUR

Consumer buying behavior is the sum total of a consumer's attitudes, preferences,

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• What are the four types of buyers?

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• The right to be informed: to be protected against fraudulent, deceitful, or grossly

• The right to choose: to be assured, wherever possible, access to a variety of products

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➢ Economics and marketing

➢ Law and politics

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Review of Indian studies:

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Research methodology is way to systematically solve the research problem.it

➢ TITLE OF THE PROJECT.

A SUDY OF CONSUMER BUYING BEHAVIOUR OF MARUTI SUZUKI.

➢ Objective of the study

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We collect primary data during the courses of doing experiments in an experimental

I collected the primary from personal interview.

• LIMITATION OF THE STUDY.

✓ This study is limited to only automobile company.

✓ Among various type of automobile company’s

✓ This study is limited to purchase behavior of cars.

✓ This study is limited to a method which is interview survey communication.

✓ The interview is taken from team of the company.

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The whole interview was based on survey, survey has taken by

1) Family income per annum.

3 lacs to 5 lacs upto 3 lacs