MINOR PROJECT REPORT

On

“A STUDY ONCONSUMER BEHAVIOUR TOWARDS MARUTI

SUZUKI-NEXA IN LUCKNOW CITY”
Submitted Towards the Partial Fulfillment for the Award of the Degree of Bachelors of
Commerce (NEP)
Batch 2021-24
Under the Guidance of
Mr. Aman Pandey
Faculty of commerce
Submitted by:
Name : ASIT VERMA
Class : B.com 6 TH SEMESTER (NEP)
Roll No : 2112412010007

Study Hall College

Pipersand, Lucknow
University of Lucknow

i
Space for Certificate

ii
 DECLARATION

I, ASIT VERMA hereby declare that the presented Minor Project Report titled “A STUDY ON
CONSUMER BEHAVIOUR TOWARDS MARUTI SUZUKI-NEXA IN LUCKNOW
CITY”

is uniquely prepared by me after. This has been under taken for the purpose of partial
fulfillment of B.Com. program at Department of Commerce, STUDY HALL COLLEGE
LUCKNOW. I also confirm that the report is only prepared for my academic requirement, not for any
other purpose. It might not be used with the interest of the opposite party of the corporation.

Date:

Place: Lucknow (Signature of the Candidate)

ASIT VERMA
Roll No. 2112412010007
B.Com, 3rd Year/6th Semester

iii
 ACKNOWLEDGEMENT

Preparing a minor project report, I am fortune enough to get support from a number of people
to whom I shall always remain grateful for helping me in completing this project within the stipulated
time limit.

I take the opportunity to express my deep sense of gratitude towards my research guide Mr.
Aman Pandey (Faculty of Commerce) STUDY HALL COLLEGE LUCKNOW. for giving me
due freedom of decision making and at the same time strictly adhering to high quality of my work.

I would also wish to acknowledge my friends and family for their moral support,
encouragement and patience throughout the course of this project.

I would like to express my gratitude to all these persons and to all the respondents for their
patience throughout the numerous discussions I have had with them during the course of this project.
Finally I thank to God almighty for showering his blessings at each stage of this project work.

ASIT VERMA
Roll No. 2112412010007
B.Com, 3rd Year/5th Semester

iv
 TABLE OF CONTENT

CHAPTER PARTICULARS Page No.

1 1.1Introduction of the maruti suzuki 1-4

1.2Product and Services 5-6

1.3NEXA 7-15

1.4Profiles of the Maruti Suzuki NEXA Company 16-23

2 2.1Review of litreture 25-31

3 3.1Research Methodology 33-35

3.2Scope of the Study 36

4 4.1Analysis and Interpretion 38-57

5 5.1Suggestions and Recommendation 59

5.2Conclusion 60

5.3References 61-62

5.4Annexure 63-66

v
CHAPTER-1

vi
1.1 INTRODUCTION OF THE MARUTI SUZUKI

Maruti Suzuki

Type Public

Traded as BSE: 532500

NSE: MARUTI
BSE SENSEX Constituent

Industry Automotive

Founded 1981; 38 years ago

Headquarters New Delhi, India

Area served India

Key people R. C. Bhargava (Chairman)

Kenichi
Ayukawa[3] (Managing
Director & CEO)

Products Automobiles

Production 1,568,603 units (2022)

output

Revenue ₹796,060
million(US$11 billion) (2022)

1
 Operating ₹101,272
income million(US$1.4 billion)
(2022)

Net income ₹77,326

million(US$1.1 billion)
(2022)

Total assets ₹519,605

million(US$7.2 billion)
(2022)

Total equity ₹370,905

million(US$5.2 billion)
(2022)

Number of 40000 (2018)

employees

Parent Suzuki Motor

Corporation(56.21%)
Public (43.79%)

Website www.marutisuzuki.com

Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an

automobile manufacturer in India. It is a 56.21% owned subsidiary of the Japanese
car and motorcycle manufacturer Suzuki Motor Corporation. As of July 2018, it had
a market share of 53% of the Indian passenger car market. Maruti Suzuki
manufactures and sells popular cars such as the Ciaz, Ertiga, Wagon R, Alto
K10, Swift, Celerio, Swift Dzire, Baleno and Baleno RS, Omni, Alto

2
800, Eeco, Ignis, S-Cross. The company is headquartered at New Delhi. In May
2015, the company produced its fifteen millionth vehicle in India, a Swift Dzire.

HISTORY

Logo of Maruti Udyog

Maruti was established in February 1981 with production starting in 1983 with
the Maruti 700 Which is 100 % Indian Made & The Second Model is Maruti 800
DX based on the Suzuki SS80 Which is imported From Japan Car
Manufacturer SUZUKI As of May 2007, the Government of India, through Ministry
of Disinvestment, sold its complete share to Indian financial institutions and no
longer has any stake in Maruti Udyog.

Chronology

Under the name Maruti

"Surya Ram Maruti Technical Services Private Ltd" (MTSPL), a private company,
was launched in 1970 to provide technical know-how for the design, manufacture
and assembly of "a wholly indigenous motor car". Under the Companies Act,
"Maruti Limited" was incorporated in June 1971. Maruti Limited went into
liquidation in 1977. Further, Maruti Udyog Ltd was incorporated through the efforts
of Dr. V. Krishnamurthy.

3
AFFILIATION WITH SUZUKI

In 1982, a license and joint venture agreement (JVA) was signed between Maruti
Udyog Ltd, and Suzuki of Japan. At first, Maruti Suzuki was mainly an importer of
cars. In India's closed market, Maruti received the right to import 40,000 fully built-
up Suzuki in the first two years, and even after that the early goal was to use only
33% indigenous parts. This upset the local manufacturers considerably. There were
also some concerns that the Indian market was too small to absorb the
comparatively large production planned by Maruti Suzuki, with the government
even considering adjusting the petrol tax and lowering the excise duty in order to
boost sales.[14] At First Maruti introduced Maruti 700 which is Indian Made Later
Maruti Tied Up with Japan Car Manufacturer SUZUKI & Imported SUZUKI
SS80 & Sold In indian market With the Name MARUTI SUZUKI 800DX in 1983,
this Maruti 800 Its India's first Hatchback car. Initial product plan was 40% saloons,
and 60% Maruti Van. Local production commenced in December 1983. In 1984,
the Maruti Van with the same three-cylinder engine as the 800 was released and the
installed capacity of the plant in Gurgaonreached 40,000 units.

In 1985, the Suzuki SJ410-based Gypsy, a 970 cc 4WD off-road vehicle, was
launched. In 1986, the original 800 was replaced by an all-new model of the 796 cc
hatchback Suzuki Alto and the 100,000th vehicle was produced by the company. In
1987, the company started exporting to the West, when a lot of 500 cars were sent to
Hungary. By 1988, the capacity of the Gurgaon plant was increased to 100,000 units
per annum.

4
1.2 PRODUCTS AND SERVICES
Current models
Model Launched Category Image

Omni 1984–present Minivan

WagonR 1999–present Hatchback

Swift 2005–present Hatchback

DZire 2008–present Sedan

Eeco 2009–present Minivan
Alto 800 2014-present Hatchback
Alto K10 2010–present Hatchback

Ertiga 2012–present Mini MPV

Alto 800 2012–present Hatchback

Celerio 2014–present Hatchback

Ciaz 2014–present Sedan

5
 Baleno 2015–present Hatchback

S-Cross 2015–present Mini SUV

Vitara Brezza 2016–present Mini SUV

Ignis 2022–2019 Hatchback

CelerioX 2022–present Hatchback

SALES AND SERVICE NETWORK

Car showroom near Eluru

Maruti Suzuki has 1,820 sales outlets across 1,471 cities in India. The company
aims to double its sales network to 4,000 outlets by 2020. It has 3,145 service
stations across 1,506 cities throughout India. Maruti's dealership network is larger
than that of Hyundai, Mahindra, Honda, Tata, Toyota and Ford
combined.[61] 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. Other automobile companies have not been able to match this benchmark
set by Maruti Suzuki. The Express Service stations help many stranded vehicles on
the highways by sending across their repair man to the vehicle.

6
1.3 NEXA
In 2015 Maruti Suzuki launched NEXA, a new dealership format for its premium
cars.

Maruti currently sells the Baleno, Baleno RS, S-Cross, 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 2020.

NEXA CARS

S-CROSS

7
 CIAZ

BALENO

8
 IGNIS

STRATEGIC PROMOTION BY MARUTI SUZUKI

Maruti Suzuki follows the promotions at two levels, they a

1) Promotions of product directly by the manufacturer.

2) Promotions at dealer level.

In the first step the products of vehicles manufactured by the Maruti Suzuki
Automotives are directly promoted by the manufacturer by him. He follows many
promotional strategies like

1. Advertising through television and newspaper.

9
2. Internet or interactive marketing.

3. Direct marketing.

In the second step the dealer of the vehicles promotes the vehicles. The various
promotional strategies followed by the Fortune Maruti Suzuki at dealer are

1. Advertising though news papers, radios, palm plates. In this all the features of the
product and its prices are given in detail to the customer.

2. In televisions the scrolling are given about the product and its features.

3. Promotion by conducting event shows on road side, bank campus, and market
fair.

4. Hand to hand pamphlet distribution through demo about product in market side.

HOARDINGS:

A heavy picture of the product which comprises of its attributes and special features
are displayed on the roadsides in the form of hoardings. It is a bit expensive strategy
but attracts many people who pass by that roadside. This type of advertisement is
prepared for those segments of people who cannot afford their time in reading
newspapers and watching televisions. While travelling from their home to office,
moving on their business activities they may watch these hoardings. These hoarding
are especially setup at the road signal stops.

Maintaining Data Bank:

In this the dealer collects personal/bio-data (address and contact number) of many
people from various organizations and different sector who are ready to buy the
vehicles and who change the vehicles regularly. These people are met-in person or
contacted through their contact number. The various new features and new offers
regarding the vehicles are advocated to them and are given discounts on group

10
purchase of vehicles, i.e. if 5 or more friends in the group purchase the cars at a time
then they are given special discounts on the vehicles.

FREE INSURANCE:

The Maruti Suzuki gives a special offer of free insurance on the purchase of each

Vehicle to its new customers

RELATIONSHIP MARKETING:

Maruti Suzuki pays a special attention towards its old customers. To retain the old
and existing customers it conducts a corporate meet at a luxurious hotel. The event
aims at knowing the problems of the customers regarding the vehicles and also
service feedback. In this way it maintains an effective relationship with the
customers and gains the reputation and goodwill in the minds of the customers.

SALES PROMOTION:

The sales promotion is done in the Maruti Suzuki at three levels:

1. Showroom sales: In this the customers walk in to the showrooms to know about
the details of the product. Specially trained sales executives who are present in the
showrooms give a detailed explanation about the product to the customers. Sales
executives give a detailed note on the products features, various offers given by the
manufacturer and also by the dealer to the customer and enhance the sales of the
vehicles.

2. Corporate sales: A special team of sales executives are sent to some big
corporate

sectors and there they personally meet the heads of the organizations like C.E.O‟s,
Managers etc., and explain about the vehicles and the offers and special schemes

11
provided by the dealer to them on bulk purchase of the vehicles and try to promote
the sales of the vehicles.

3. Field sales: The sales executives conduct some events with the corporate
working people and try to demonstrate the product features and its benefits and try
to promote the product and increase its sales.

CONDUCTING CUSTOMER DELIGHT PROGRAME:

This is a unique program conducted by the Maruti Suzuki. This is a program

conducted to retain the old customers of the Maruti Suzuki. The old customers of
the Fortune Maruti Suzuki are meeting personally and they are requested to give
their feedback by filling in the questionnaire which is specially prepared for them.
In this questionnaire their problems regarding the vehicle and also their post sale
service experience are taken. If there exists any problem, then the Maruti Suzuki
service men try to resolve the problems of their customers as soon as possible and
makes the customer satisfied. This is a technique to attract the new customers by
satisfying the old customers and gaining goodwill in the market.

STRATEGIC SALES STANDARDS:

Maruti Suzuki maintains strategic sales standards in the following manner:-

 The Sales faculty is clean, tidy and inviting, making customer‟s comfortable
while purchasing products and availing services.

 Customers are courteously acknowledged within two minutes of their arrival

and are advised that a Sales Consultant will be available upon request.

 The Sales Consultant‟s appearance and dress will be of the highest standards.

12
  An advisory relationship is established between the customer and the Sales
Consultant who listens to the customer, identifies their needs and ensures that
they are met.

 A pleasant, non-pressured purchase experience will be provided during

which a thorough demonstration of the vehicle features and benefits will be
made.

 A test drive will be offered to all customers.

 Using a check list, the Sales Consultant delivers the vehicle in perfect
condition when promised.

 Customers will be contacted within one week after delivery to ensure total
satisfaction.

MAINTAINING SERVICE STANDARDS:

 An efficient service facility allows a customer to avail all the service

provided by Maruti Suzuki, in a clean and welcoming environment.

 An appointment is available within 5 working days of the customer‟s

request.

 Customers are courteously acknowledged within two minutes of their arrival

and the write-up will begin with five minutes.

 Service needs are courteously identified, accurately recorded on the repair

order and verified with the customer.

 The vehicle is serviced right on the first visit.

 The vehicle is ready on the agreed upon time.

13
  A through explanation of work done, warranty coverage and charges is given
to the customer.

 All service repair work will be followed up within five working days.

 Each vehicle will be washed before being returned to the customer.

TOTAL MAINTENANCE PLAN

 Cost of ownership is the key factor while considering vehicle purchases

 As part of regular maintenance, customers spend on

a) Maintenance parts that are to be replace at specific intervals

b) Replacement of worn out parts

c) Labour charge for the above

 A comprehensive maintenance plan by Maruti Suzuki will serve as a good

tool to improve the service experience and minimize concerns on cost of
ownership of the vehicle

 Total Maintenance Plan (TMP) is a complete service solution provided to the

customer. This enables the customer to have total peace of mind in the form
of a “Maintenance Holiday.

What does it cover?

 Scheduled servicing like Engine Oil change, Fuel filter, Oil filter, Spark
plugs etc.

 Non-scheduled maintenance like Brake Pads/Shoes, Brake Discs, Clutch

Plates, Lower Suspension Arms, Shock Absorbers etc.

 Mechanical/Electrical repairs

14
  Labour for all the above

What does it NOT cover?

 Accident repair

 Tyres

 Fuel

Benefits to the customer

 In case of total loss, can be cancelled

 Maruti Suzuki factory backed programme.

 Diagnosis/repairs as per recommended standards and practices

 Vehicles serviced by Maruti Suzuki trained and certified technicians

department

 Total peace of mind

 Increased residual value of the car

 Only Maruti Suzuki genuine parts are used

 Can avail this service across the country at all Maruti Suzuki authorized
outlets

 Transferable

15
 1.4PROFILE OF THE MARUTI SUZUKI
NEXA COMPANY

CONSUMER BEHAVIOR

Consumer behavior is the study of when, why, how, where and what people do or
do not buy products. It blends elements from psychology, sociology, social
psychology, anthropology and economics. It attempts to understand the buyer
decision making process, both individually and in groups. It studies characteristics
of individual consumers such as demographics and behavioural variables in an
attempt to understand people's wants. It also tries to assess influences on the
consumer from groups such as family, friends, reference groups, and society in
general. Customer behaviour study is based on consumer buying behaviour, with the
customer playing the three distinct roles of user, payer and buyer. Relationship
marketing is an influential asset for customer behaviour analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the re-
affirmation of the importance of the customer or buyer. A greater importance is also
placed on consumer retention, customer relationship management, personalisation,
customisation and one-to-one marketing. Social functions can be categorized into
social choice and welfare functions. Each method for vote counting is assumed as a
social function but if Arrow‟s possibility theorem is used for a social function,
social welfare function is achieved. Some specifications of the social functions are
decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity and
weak and strong Paretooptimality. No social choice function meets these
requirements in an ordinal scale simultaneously. The most important characteristic
of a social function is identification of the interactive effect of alternatives and
creating a logical relation with the ranks. Marketing provides services in order to
satisfy customers. With that in mind, the productive system is considered from its
beginning at the production level, to the end of the cycle, the consumer (Kioumarsi
et al., 2009).
16
Belch and Belch define consumer behavior as 'the process and activities people
engage in when searching for, selecting, purchasing, using, evaluating, and
disposing of products and services so as to satisfy their needs and desires'.

Black box model

ENVIRONMENTAL
BUYER'S BLACK BOX
FACTORS
BUYER'S
RESPONSE
Marketing Environmental Buyer
Decision Process
Stimuli Stimuli Characteristics

Product
Problem
choice
recognition
Brand
Attitudes Information
Product Economic choice
Motivation search
Price Technical Dealer
Perceptions Alternative
Place Political choice
PersonalityLifestyle evaluation
Promotion Cultural Purchase
Purchase decision
timing
Post-purchase
behavior Purchase
amount

The black box model shows the interaction of stimuli, consumer characteristics,
decision process and consumer responses.[1] It can be distinguished between
interpersonal stimuli (between people) or intrapersonal stimuli (within people).[2]
The black box model is related to the black box theory of behaviorism, where the
focus is not set on the processes inside a consumer, but the relation between the
stimuli and the response of the consumer. The marketing stimuli are planned and

17
processed by the companies, whereas the environmental stimulus are given by social
factors, based on the economical, political and cultural circumstances of a society.
The buyers black box contains the buyer characteristics and the decision process,
which determines the buyers response.

The black box model considers the buyers response as a result of a conscious,
rational decision process, in which it is assumed that the buyer has recognized the
problem. However, in reality many decisions are not made in awareness of a
determined problem by the consumer.

Information search

Once the consumer has recognised a problem, they search for information on
products and services that can solve that problem. Belch and Belch (2007) explain
that consumers undertake both an internal (memory) and an external search.

Sources of information include:

 Personal sources

 Commercial sources

 Public sources

 Personal experience

The relevant internal psychological process that is associated with information

search is perception. Perception is defined as 'the process by which an individual
receives, selects, organises, and interprets information to create a meaningful picture
of the world'

18
The selective perception process

Stage Description

- Selective exposure consumers select which promotional messages they will

expose themselves to.

- Selective attention consumers select which promotional messages they will

pay attention to

- Selective comprehension consumer interpret messages in line with their

beliefs, attitudes, motives and experiences

- Selective retention consumers remember messages that are more meaningful

or important to them

The implications of this process help develop an effective promotional strategy, and
select which sources of information are more effective for the brand.

One of the fastest growing industries in the world is automobile industry. This
automobile industry has its influence on the Indian market. Probably automobile
Industries occupy a large market share in the worlds market as well as in the Indian
market. Nearly 18% of the total national income is being incurred from the
automobile industry. From this we can estimate how important the automobile
industry in the improvement of GDP of a country is. In India automobile industry
has a growth rate is at the average of 10-12%.

INDIAN AUTOMOBILE INDUSTRY SINCE 1947:

It‟s fascinating drive through history, which begins as a story of isolation and
missed opportunities to one of huge potential and phenomenal growth. India‟s
fixation with socialism and planned economies had a crippling impact on the
automotive industry in its formative years. The goal at that time for independent

19
India was self-sufficiency. Issues like quality and efficiency were simply not
considered.

Dependence of foreign technology was banned and manufacturers were forced to

localize their products; import substitution became the order of the day. Though we
learnt to localize, the cars we made were all outdated designs with little or no
improvements for decades. The automotive industry stagnated under the
government‟s stifling restrictions and the Indian car buyer was saddled with cars of
appalling quality and even then there was a waiting list that at one point stretched to
eight years! This attempt at self-reliance failed miserably because of the industry‟s
isolation from the best technology. The Japanese and later Korean auto industries
were also highly protected in their formative years but they never shut the door on
technology. Instead, they relentlessly tapped the best talent pools in the world to
absorb they know, how to produce good cars.

One of the most important chapters in the Indian automotive industry‟s history was
written by Maruti. It marked the Indian government getting into the far business in
the early 1980‟s, a radical shift in thinking after decades of treating cars with
disdain. The Maruti 800 went on to become the staple car of India and put a nation
on wheels. This little car set a benchmark for price, size and quality and structured
India as small car market. It wasn‟t till 1993 that things really started to change for
the Indian car buyer. With the liberalization of the economy, a host of international
carmakers rushed in. But most of them were in for a shock as Indian customers
rejected their product. Indian customers refused to allow the glitter of prestigious
brands blind them to the outdated and overpriced products they were offered. The
Indian consumer wanted super value, and rewarded the brands that delivered it,
handsomely.

Hyundai and Maruthi delivered, and profited. The period also saw the emergence of
the Indian players like Tata Motors and Mahindra & Mahindra. They rose to the

20
challenge of the MNC‟s and responded brilliantly with the Indica and the Scorpio.
This was ironically due to the license raj that forced Indian carmakers to be
innovative and develop products frugally. India‟s frugal engineering skill has now
caught the world‟s imagination, and an increasing number of carmakers are
preparing to setup major capacities here. India is changing and changing fast. It‟s
moving forward. India‟s largest-selling car is not its cheapest car, the 800. It is the
Alto. People‟s aspirations are rising and so are their mistakes, have got their finger
on the pulse of the market. Get the right product and the rewards are handsome. The
Indian auto industry is today bubbling with promise and confidence. It‟s been a long
journey but to see where the Indian car industry is going. We have to see where it
has been.

AUTOMOBILE INDUSTRY IN PRE-INDEPENDENCE:

The first motorcar on the streets of India was seen in 1898, Bombay had it first
taxicabs by the turn of the century. In 1903, an American company began a public
taxi service with afleet of 50 cars. For about 50 years after car arrived in India, cars
were directly imported. Before World War I, around 40,000 motor vehicles were
imported. During the years between the wars, a small start for an automobile
industry was made when assembly plant were established in Bombay, Calcutta and
Madras. The import/assembly of vehicles grew consistently after the 1920s, crossing
30,000 units by 1930. It was during the end of the war that the importance of
establishing an indigenous automobile in India was realized. Premier Motors,
Hindustan Motors and Mahindra & Mahindra set up factories in the 1940s for
progressive manufacture rather than assembly from imported components. The cars
they chose to make were the latest in the world when they were introduced in India
in the formative years of the industry.

21
POST- INDEPENDENCE:

The government clamped down on imports and foreign investments. Companies like

GM and Maruti Suzuki packed their bags and left. India‟s clock, thereafter, stood
still while the world raced on ahead. It would take nearly 50 years before the Indian
auto industry could catch up with the rest of the world again.

BROAD BANDING ERA:

In January 1985, the government announced its famous „broad banding‟ policy
which gave new licenses to brad groups of automotive products such as two and
four-wheeled

vehicles. Through a liberal move, the licensing system was very much intact. A
manufacturer had to submit a phased-manufacturing programme to the Ministry of
Industry specifying the indigenization progress and allowing for almost complete
indigenization within five to seven years. The biggest hurdle was the foreign-
exchange clearance required for these projects. Except for MUL, which had direct
access to policy-makers, every other manufacturer still faced a series of obstacles.
Several new products were launched during this period. All three traditional
carmakers added new models to their ranges – Standard Motors returned to the car
business after 10 years, when in 1985 it introduced the Standard 2000, a Rover SD1
body with the old two-litre Vanguard engine. HM bought in a 1972 Vauxhall Victor
in 1985, transplanted its ageing Ambassador engine into it and the Contessa was
born.

THE BIRTH OF THE AMBASSADOR:

In 1957, a small tail fin was added on either side of the rear fenders, along with a
new, dimpled hood, and the car was re-christened the Ambassador Mark I. The car
cost Rs.17,000. In 1963, it underwent a frontal facelift with a closely checkered

22
grille and was named the Ambassador Mark II. It would be another 12 years before
the Ambassador got a facelift. In 1975, another minor facelift to the same grille and
a much bigger frontal facelift turned out as the Mark III. The Mark IV, launched in
1979, was the last of the Mark cars. The Ambassador Nova was launched in 1990,
followed by Ambassador 1800 ISZ three years later. The Nova was the last
Ambassador powered by the 1489cc petrol engine. In 2004, HM launched the
cosmetically-revised Ambassador under the Avigo name. Designed by Mavendra
Singh, the retro look Avigo had classic touch internals like a centrally mounted
console, beige-colored seats and wood finish interiors.

23
.

CHAPTER-2

24
2.1Review of Literature

 Shinde Govind P. & Dubey Manisha (2011) the study has been conducted considering the
segments such as passenger vehicle, commercial vehicle, utility vehicle, two and three wheeler
vehicle of key players performance and also analyze SWOT analysis and key factors
influencing growth of automobile industry.

 Sharma Nishi (2011) studied the financial performance of passenger and commercial vehicle
segment of the automobile industry in the terms of four financial parameters namely liquidity,
profitability, leverage and managerial efficiency analysis for the period of decade from 2001-02
to 2010-11. The study concludes that profitability and managerial efficiency of Tata motors as
well as Mahindra & Mahindra ltd are satisfactory but their liquidity position is not satisfactory.
The liquidity position of commercial vehicle is much better than passenger vehicle segment.

 Singh Amarjit & Gupta Vinod (2012) explored an overview of automobile industry. Indian
automobile industry itself as a manufacturing hub and many joint ventures have been setup in
India with foreign collaboration. SWOT analysis done there are some challenges by the virtue
of witch automobile industry faces lot of problems and some innovative key features are
keyless entry, electrically controlled mechanisms enhanced driving control, soft feel interiors
and also need to focus in future on like fuel efficiency, emission reduction safety and durability.

 Zafar S.M.Tariq & Khalid S.M (2012) the study explored that ratios are calculated from
financial statements which are prepared as desired policies adopted on depreciation and stock
valuation by the management. Ratio is simple comparison of numerator and a denominator that
cannot produce complete and authentic picture of business. Results are manipulated and also
may not highlight other factors which affect performance of firm by promoters.

 Ray Sabapriya (2012) studied the sample of automobile companies to evaluate the
performance of industry through indicators namely sales, production and export trend etc for
period of 2003-04 to 2009-10. The study finds that automobile industry has been passing
through disruptive phases by over debt burden, under utilization of assets and liquidity
instability. The researcher suggested to improving the labour productivity, labour flexibility and
capital efficiency for success of industry in future.

25
 Dawar Varun (2012) Study to analyze the effect of various fundamental corporate policy
variables like dividend, debit, capital expenditure on stock prices of automobile companies of
India. The study tends that dividend & investment policy are relevant and capital structure
irrelevant to stock prices.

 Mistry Dharmendra S. (2012) understood a study to analyze the effect of various determinants
on the profitability of the selected companies. It concluded that debt equity ratio, inventory
ratio, total assets were important determinants which effect positive or negative effect on the
profitability. It suggerted to improve solvency as to reduce fixed financial burden on the
company profit & give the benefit of trading on equity to the shareholders.

 Murlidhar, A. Lok Hande & Rana Vishal S. (2013) the author tries to evaluate the
performance of Hyundai Motors Company with respect to export, Domestic Sales, productions
and profit after tax. For this purpose, the pie chart and bar graph are used to show the
performance of company various years.

 Dharmaraj, A.and Kathirvel N. (2013) explored an overview of new industrial policy act
1991, which allow 100 percent foreign direct investment. An attempt is made to find out the
effect of FDI on financial performance of automobile industry. It is concluded that the liquidity
ratios shows minor changes and profitability shows an increasing trend during post FDI when
compared to pre FDI. Post FDI efficiency ratio shows that companies are efficiently utilizing
the available resources.

 Rapheal Nisha (2013) the author tries to evaluate the financial performance of Indian tyre
industry. The study was conducted for period 2003-04 to 2011-12 to analyze the performance
with financial indicators, sales trend, export trend, production trend etc. The result suggests the
key to success in industry is to improve labour productivity and flexibility and capital
efficiency.

 Hotwani Rakhi (2013) the author examines the profitability position and growth of company
in light of sales and profitability of Tata Motors for past ten years. Data is analyzed through
rations, standard deviations and coefficient of variance. The study reveals that there not exists a
strong relationship between sales & profitability of company.

26
 Sharma Rashmi, Pande Neeraj & Singh Avinash (2013) for understanding how social media
monitoring can help diving the consumer decision & also study. The functions of social media
i.e. monitor, responses amplify and lead at maruti Suzuki India ltd. The researcher had
discussion with social media team median managers for collecting data & also visited the
official social media sites of MSIL.

 Daniel A. Moses Joshunar (2013) the study has been conducted to identify the financial
strength and weakness of the Tata motors Ltd. using past 5 year financial statements. Trend
analysis & ratio analysis used to comment of financial status of company. Financial
performance of company is satisfactory and also suggested to increase the loan levels of
company for the better performance.

 Dhole Madhavi (2013) Investing the impact of price movement of share on selected company
performance. It advise due investors consider various factors before choosing the better
portfolio. Sentimental factors do play a role in price movement only in short term but in long
run annual performance is sole factor responsible for price movement.

 Shende Vikram (2014) this research will be helpful for the new entrants and existing car
manufacturing companies in India to find out the customer expectations and their market
offerings. The objective of study is the identification of factors influencing customers
performance for particular segment of cars.

 Azhagaiah R. & Gounasegaran (2014) recognized India’s per capita real GDP growth as one
of key drivers of growth for country’s automobile industry. The central government would be
set up various task forces on issue related to taxation, land acquisitions, labour reform and skill
development for auto industry.

 Buvaneswari .R & Kanimozhip (2014) to study the credit worthiness of selected firms in
Indian car industry, tiruchy. Professor Edward Altman of New York University developed
method Z score analysis to predict the company failure or bankruptcy. To measure the fiscal
fitness of a company combined a set of five financial ratios.

 Idhayajothi, R et al (2014) the main idea behind this study is to analyze the financial
performance of Ashoka Leyland ltd. at Chennai. The result shows that financial performance is
sound and also suggested to improve financial performance by reducing the various expenses.
27
 Huda Salhe Meften & Manish Roy Tirkey (2014) have studied the financial analysis of
Hindustan petroleum corporation ltd. The study is based on secondary data. The company has
got excellent gross profit ratio and trend is rising in with is appreciable indicating efficiency in
production cost. The net profit for the year 2010-11 is excellent & it is 8 times past year
indicating reduction in operating reduction in operating expenses and large proportion of net
sales available to the shareholders of company.

 Srivastava Anubha (2014) Data analysis has been done using the top down approach ,i.e.
Economic analysis, industry analysis, company and technical analysis to find relationship
between automobile sector index with market index. Mahindra and Mahindra have a great
position on the stock market and will attract investor and this could lead to expansion and
growth. Thus Tata motors and Maruti Suzuki need to take care of their stock and expansion.

 Sarangi Pradeepta K et al (2014) undertook a study to forecast the future trend of automobile
industry. The study highlighted the six different experiments have been carried out for period of
12 years data to estimate values for next 3 years. In each experiment graph has been plotted
using spreadsheet and then linear trend has been drawn and expanded to calculate future values.

 Kumar Sumesh & Kaur Gurbachan (2014) Automobile sector is the dominant player in
economy of world. After liberalization Indian automobile industry has emerged as a major
contributor to India’s GDP. The study identified that there is no significant in the means score
of various financial ratios of Maruti Suzuki and Tata motors but in meeting their long term
obligations and efficacy of utilizing the assets show the significant difference in the efficiency
of both the firms.

 Krishnaveni, M. & Vidya, R. (2015) find that Indian automobile industry is a high flying
sector these days and emerging as an export hub in wake of liberalisation and globalization.
This paper revises the category wise production, sales and exports of automobile industry in
India. Industry growth can be viewed in term of pre and post liberalization. As government
allows 100 percent FDI, increase 15% in customs duty on cars and MUVs to encourage local
manufacturer and concessional import duty on specified parts of hybrid vehicles.

 Sarwade Walmik Kachru (2015) analyzed the effects of liberalization, government

delicensing and liberal trade policies on the growth of Indian auto mobile industry .The study
recommends that investing four- wheeler is going to be smart potion not only in India but all
28
around the world.

 Becker Dieter (2015) the report shows about the current state and future prospects of the
worldwide automobile industry. This survey report the manufacturer, executive and consumer
views about four aspects, mobility culture, technological fit, business model readiness and
market share.

 Surekha B. & Krishnalah K.Rama (2015) this study reveals the prosperity of Tata motors
company. It can be concluded that inner strength of company is remarkable. Company can
further improve its profitability by optimum capital gearing, reduction in administration and
financial expenses for the growth of company.

 Anu B. (2015) made an attempt to examine the relationship between capital structure
indicators, market price per shares and also to test relationship between debt-equity and market
price per share of selected companies in industry. The study concludes that all three companies
support the hypothesis that there is relation between debt-equity and MPS.

 Maheswari, V. (2015) made an attempt to analyze the financial soundness of the Hero Honda
motors limited have identified three factors, namely liquidity position, solvency position and
profitability position based on the study of period 2002 to 2010 using ratio analysis.

 Agarwal, Nidhi (2015) the study focus on the comparative financial performance of Maruti
Suzuki and Tata motors ltd. The financial data and information required for the study are drawn
from the various annual reports of companies. The liquidity and leverage analysis of both the
firms are done. To analyze the leverage position four ratios are considered namely, capital
gearing, debt-equity, total debt and proprietary ratio. The result shows that Tata motors ltd has
to increase the portion of proprietor’s fund in business to improve long term solvency position.

 Nandhini, M. & Sivasalthi, V.(2015) have studied the impact of both financial leverage as
well as operating language on the profitability of TVS motor company. The result shows that
company suffers from certain weakness & suggested to control fixed cost as well as variable
cost to gain adequate profits.

 Jothi, K. & Kalaivani, P. (2015) studied the comparative performance of Honda Motors and
Toyota Motor that both companies have satisfactory short term liquidity position. As for as
29
cash ratio concerned Honda company has upper hand upper hand in sound cash management
practice during the study period. In case of profitability it is rising from the both of companies
but remained much higher earning potential in Honda motor ltd.

 Krishnaveni , M. & Vidya, R (2015) author has selected 87 companies out of 242 companies
in capital line database to discuss the standard current ratio of automobile industry is matched
with tractor and four sectors like engine parts, lamps, gears and ancillaries with standard norms.
The study concludes that current and liquidity ratio of automobile industry is matched with
tractor and the four sectors but other sectors have to improve the repaying capacity to
strengthen the financial aspects.

 Takeh Ata & Navaprabha Jubiliy (2015) Author has made conceptual model to outline the
impact of capital structure on the financial performance i.e. capital structure is independent
variable that value is measured by using four ratios namely, financial debt, total debt equity,
total asset debt and interest coverage ratio where as financial performance is dependent variable
that value is measured by using four ratios as return on assets, return on equity , operating profit
margin and return on capital employed. Researcher has selected 13 major steel industries and
applied various statistical tools like standard deviation, correlation matrix, anova etc are
employed for testing hypothesis with help of SPSS22.

 Kumar Rakesh Rasiklalajani & Bhatt Satyaki J. (2015) the proposed research is intended to
examine the trend and pattern of financing the capital structure of Indian companies. The study
is to analyze the determinants of total debt ratios as well as determinants of short term and long
term ratios.

 Kumar Neeraj & Kaur Kuldip (2016) made an attempt to test the size and profitability
relationship in the Indian automobile industry. To analyze the relationship linear regression
model as well as cross-sectional has been employed for the year 1998to 2014. For profitability
analysis two different measures have been used (i) ratio of net profit to total sales turnover (ii)
ratio of net income to net assets plus working capital and for form size two indicators used
namely, total sales turn over and net assets. The time series analysis showed the positive
relationship between firm size and profitability but crosssectional show no relationship between
firm size and profitability.

30
 Ravichandran, M. & Subramanium M Venkata (2016) the main idea behind this study is to
assessment of viability, stability and profitability of Force motors limited. Operating position of
the company can be measured by using various financial tools such as profitability ratio,
solvency ratio, comparative statement & graphs etc. This study finds that company has got
enough funds to meet its debts & liabilities. Company can further improve financial
performance by reducing the administrative, selling & operating expenses.

 Mathur Shivam & Agarwal Krati (2016) Ratio’s are an excellent and scientific way to analyze
the financial performance of any firm. The company has received many awards and
achievements due to its new innovations and technological advancement. These indicators help
the investors to invest the right company for expected profits. The study shows that Maruti
Suzuki limited is better than Tata motors limited.

 Jothi, K. & Geethalakshmi, A. (2016) this study tries to evaluate the profitability & financial
position of selected companies of Indian automobile industry using statistical tools like, ratio
analysis, mean, standard deviation, correlation. The study reveals the positive relationship
between profitability, short term and long term capital.

 Kumar Mohan M.S, Vasu. V. and Narayana T. (2016) the study has been made through using
different ratios , mean, standard deviation and Altman’s Z score approach to study the financial
health of the company. The study reveals there is a positive correlation between liquidity and
profitability ratios except return on total assets as well as Z score value indicate good health of
the company.

 Kaur Harpreet (2016) the author tries to examine the qualities & quantities performer of
maruti Suzuki co. & how had both impact on its market share in India, For this study secondary
data has been collected from annual reports, journals, report automobile sites. Result shows that
MSL has been successfully leading automobile sector in India for last few years.

31
CHAPTER-3

32
3.1RESEARCH METHODOLOGY

MARKETING RESEARCH:

Definition of marketing research as approved as by the board of directors of the

association of American marketing association is: “Marketing research is the
function which links the customer and public to the marketer through information –
information used to identity and define marketing opportunities and problems
generate define and understanding of marketing as process”. Simply, marketing
research is the systematic design collection analysis and reporting of data finding
relevant to a specific marketing situation facing the company. Carefully planning
through all stages of the research is a necessity. Objectivity in research is all-
important. The heart of scientific method is the objective gathering of the
information. The function as marketing research within the company as to provide
the information and analytical necessary for effective.

 Planning of the future marketing activity.

 Control of the marketing operation in the present.

 Evaluation of marketing results.

A research may undertake any of the three types of research investigation depending
upon the problem. These types of research included:

1. Basic research

2. Applied research

3. Designated Fact Gathering

33
APPLIED RESEARCH:

It is attempt to apply the various marketing technique, which have been developed
as research, first and later on they become applied research techniques. It is on
attempt to apply the basic principles and existing knowledge for the purpose of
solving operational problems.

STEPS IN MARKETING RESEARCH:

Marketing research process can be out through following steps.

Define the problems and research objectives:

 Develops the research plan

 Collect the information

 Analysis and interpretation

 Present the finding.

PRIMARY DATA:

It consists of information collected for the specific purpose, survey research was
used and he all the details of Maruti Suzuki and their competitors were contacted.
Survey research is the approached gathering description and information.

SECONDARY DATA COLLECTION:

The secondary data consists of information that already existing somewhere having
been collected for another purpose. Any researcher begins the research work by first
going through secondary data. Secondary data includes the information available
with company. It may be the findings of research previously done in the field.

34
Secondary data can also be collected from the magazines, news papers, internet
other service conducted by researchers.

METHODS OF DATA COLLECTION:

The study includes in it the data collected through both primary and secondary
sources. Primary data is collected with the help of structured questionnaire and
personal meeting. Questionnaire is administered on the sample respondents.
However there are certain cases where personal interactive method is followed with
customers to find the satisfaction level.

RESEARCH METHODOLOGY:

The respondents are the car owner of any company or intender of car and different
banks managers of different branches. The survey was carried in Sitapur and with
the sample size of 100. The survey was carried out with the help of a structured
questionnaire, which help in accomplishing the research objective. The respondents
by means of personal interview administer during the event shows this structured
questionnaire.

35
3.2SCOPE OF THE STUDY

To keep things in mind that as the ever changing competitive business environment.

New thoughts and ideas should pour into its, Marketing and Sales to innovate its

existing products which should be beyond competitors comprehension.

This study enables the user with answer to formulate an effective marketing mix

strategy with a broader prospective to tap areas where it did not feel the need earlier,

hence the decision of whether to penetrate this section or not can be found out at the

end of the data analysis.

It also gives an idea of the potential of our business in the future & the fluctuation in

prices from time to time & from product to product.

Special reference is made to the improvement of ability of product in terms of

packaging & product innovations & advertisement always means to cut down

competitors.

36
CHAPTER-4

37
4.1DATA ANALYSIS AND INTERPRETATION

1. Which of the following Maruti Suzuki NEXA car you own?

(a) Baleno (b) Ignis (c) Ciaz (d) S-Cross

Name of the car % of the customer

Baleno 30
Ignis 25
Ciaz 15
S-Cross 10
Total 100%

Table. No.1

% of customers

10%
30%
15% Baleno
Ignis
Ciaz

25% S-Cross

Fig. no.1

Interpretation: This question is meant for taking the information regarding the
most preferred car in the Maruti Suzuki Nexa cars. From the above graph it is found
that most preferred vehicle of Maruti Suzuki NEXA cars is Baleno.

38
2. What do you like most about your Maruti Suzuki car?

(A). Style/design (B). Comfort (C). Maruti Suzuki brand (D). Service

Customers preference No. of customers

Style / design 18
Comfort 46
Maruti Suzuki brand 26
Service 10
Total 100

Table. No.2

No. of customers

10% 18%

26% Style/design
Comfort
Maruti Suzuki brand
46% Service

Fig.no.2

Interpretation- This question is meant to know the customers preferences and likes
towards the cars. From the data we can position our product to the comfort seeking
group of people.

39
3. To other cars, what do you feel great about your car when compared in the
market?

(A) Fuel efficiency (B) Durability (C) Low maintenance (D) Sound
quality (E) Brand name

Customer perspective No. of customers

Fuel efficiency 4
Low maintenance 18
Sound quality 24
Brand name 40
Durability 14
Total 100

Table No.3

No. of customers
4%
14%
18%
Fuel efficiency
Low maintenance

24% Sound quality

40%
Brand name
Durability

Fig.3

Interpretation: From this question we can position the cars according to the
customer‟s perspectives. Many of the Maruti Suzuki customers are buying the cars
by seeing its Brand Name only. The no. of customers satisfied with the fuel
efficiency is very low.

40
4. How did you come to know about this car before purchasing?

(A) From friends, relatives (buzz) (B) Advertisements(C) Car experts (d) Sale‟s
people‟s visit

(E) Auto magazines

Sources of awareness No of customers

Friends , relatives 18
Advertisement 50
Car experts 6
Sales people visit 18
Auto magazines 10
Total 100
Table No.4

No. of customers

10% 18%
18% Rriends, relatives
Advertisement
6% Car experts
Sales people visit
50%
Auto magazins

Fig.no.4

Most of the Maruti Suzuki customers came to know about their vehicle through
Advertisements only. The major media that attracted the customers is television.

41
 5. How do you rate the promotion of CIAZ by Maruti Suzuki NEXA?

(A) Excellent (B) Very good (C) Good (D) Average (E) Poor

Rating No. of customers

Excellent 10
Very good 28
Good 52
Average 10
Poor 0
Total 100
Table no.5

No.of customers
0%
10% 10%
Excellent
28% Very good
Good
52%
Average
Poor

Fig.no.5

It has been observe From the table and graph above it can be seen that, 10% of
respondents felt that the promotion was Excellent, 28% of respondents felt that the
promotion was Very good, 52% of respondents felt that the promotion was good,
12% of respondents felt that the promotion was Average, and 8% of respondents felt
that the promotion was poor. It is clear that promotion of the CIAZ by Maruti Suzuki
NEXA was good.

42
6. Where do you get your car serviced regularly?

(A) At authorized service centre (B) At a local workshop near my home

Place of service No. of customers

At authorized center 82

At a local workshop near my house 18

Total 100

Table. No.6

No. of customers

18%

At authorized center
At a local near my house
82%

Fig.no.6

Most of the Maruti Suzuki customers are interested to service their vehicles only at
the authorized dealers. From this we come to know what the importance of
authorized service centers for car is.

43
7. Which bank do you prefer in getting financial help while purchasing a Car?

(A) ICICI (B) HDFC (C) SBI (D) Others

Name of the bank No. of customers

ICICI 21
HDFC 6
SBI 20
OTHERS 3
Total 100%
Table. No.7

No. of customers

3%

21%
ICICI
20%
HDFC
SBI
OTHERS
6%

Fig.no.7

Most of the customers prefer ICICI and SBI banks for taking financial help while
purchasing a car. Customers are asking for min interest on financial help provided
by the banks.

44
8. Which type of finance do you prefer?

(A) In house finance (B) Out house finance (C) No difference between the two

Type of finance No. of customers

In house finance 60

Out house finance 24

No difference between the two 16

Total 100

Table No.8

No.of customers

16%

In house finance
24%
60% Out house finance
No difference between the two

Fig No. 8

Interpretation: It has been observe that most of the customers prefer house finance
help while purchasing a car.

45
9. To which media do you get expose regularly?

(A) Televisions (B) Magazines (C) News papers (D) F.M/Radio

Media No. of customers

Televisions 52
Magazines 14
News paper 32
FM/ Radio 2
Total 100
Table No.9

No. of customers
2%

32%

Television
52%
Magazines
News paper

14% FM/ Radio

Fig. no. 9

From this analysis we come to know that most of the customers are interested in
watching televisions, which is a good media for communicating with people and
delivering our intentions about product.

46
10. Which kind of T.V. channels do you watch regularly?

(A) National news channels (B) Regional news channels (C) Sports channels
(D) Entertainment channels

T.V. Channels No. of customers

National news channel 20

Sport channels 8

Entertainment channel 40

Regional news channel 32

Total 100%

Table. No.10

No. of customers

20%
32%
National news channel
8%
Sport channel
Entertainment channel
40% Regional channel

Fig. no. 10

This question is meant to know the interests and preferences of customers towards
T.V. channels. More than quarter of the sample size showed interest only on the
entertainment channels and next preference goes to the regional news channels.

47
11. What’s your opinion on the price list of Maruti Suzuki NEXA cars?

(A) Affordable by common man (B) Affordable only by rich man (C) Can‟t say

Customer opinion on pricelist of No. of customers

Maruti Suzuki car
Affordable by common man 30
Affordable by only rich man 60
Can‟t say 10
Total 100
Table. No.11

No. of customers

10%
30%

Affordable by common man

Affordable by only rich man
60% Can't say

Fig. No. 11

More than 60% of customers think that Maruti Suzuki cars are Affordable by rich
men and 30 % of customers that Maruti Suzuki are Affordable for common man of
the society.

48
12. What kinds of offers do you like or expect from the NEXA?

(A) Free Insurance (B) Special discount on sale of cars (C) Extending the service
period (D) Finance availability with 0% interest

Offers No. of customers

Free insurance 18

Special discount on sale of cars 6

Extending the service period 54

Finance availability with 0% interest 22

Total 100

Table No.12

No. of customers

22% 18% Finance insurance

6%
Special discount on sale of cars

Extending the service period

54%
Finance availability with 0%
interest

Fig. No. 12

The chart shows that the most of customers likely expected to the NEXA to extend
the service period.

49
13. What more do you expect from your NEXA?

(A) Information about new cars (B) Information about service and mileage

(C) Assistance regarding loans and insurance (D) Understanding customer needs

Expectations of customer No. of customers

Information about service and mileage 68
Assistance regarding loans and insurance 8
Understanding customer needs 20
Information about new car 4
Total 100
Table. No.13

No. of customers
4%
Information about service and
20% milage
Assistance regarding lones and
8% insurance
68% Understanding customers
needs
Information about new car

Fig. No. 13

Most of the customers are expecting the information about service and mileage
regarding the cars from NEXA. From the above analysis we come to know about
the customer‟s expectations and their post purchase service demands from NEXA.

50
14. How do you feel when an unknown sales person approaches you by
knowing your full details to demonstrate about any product?

(A) I will not respond (B) Lost my privacy (C) Interested in knowing (if I feel a
need of it)

Customer opinion No. of customers

I will not respond 22
Lost my privacy 10
Interest in knowing, If I feel a need of it 64
Total 100
Table no.14

No. of customers

22%
I will not respond

10% Lost my privacy

64%
Interest in working, If I feel a
need of it

Fig No. 14

This question is prepared indirectly to know about the customer‟s opinion about the
Data Bank maintenance by the Maruti Suzuki. In reply majority of the customers
gave a positive reply by showing interest in knowing about the cars when a sales
person gives a detailed description about the cars.

51
15. Have you come across any promotional event conducted by Maruti Suzuki
NEXA during last one month?

(A) YES (B) No

Customer opinion No. of customers

Yes 61

No 49

Total 100

Table No.15

No. of customers

49%

61% Yes
No

Fig. No. 15

From the table and graph above it can be seen that 61% of respondent‟s come across
promotion of Maruti Suzuki NEXA and 49% do not come across promotion of
Maruti Suzuki. As the Maruti Suzuki promoted and conducted events for Baleno.

52
16. Would you recommend Maruti Suzuki “Baleno” to your friends and
relatives?

(A) Recommended (B) Not recommended

Recommend Not recommend Total

respondents 62 38 100

Table no.16

No. of respondents

37%

Recommend
63%
Not recommend

Fig no. 16

From the table and graph above it can be seen that 62% of respondents recommend
Baleno to your friends and relatives and 38 % of respondents don‟t recommend
Baleno to your friends and relatives. Most of the respondents would recommend
Baleno to the friends and relatives.

53
17. Whom do you suggest as a right person for promoting a car?

(A) Sports person (B) Film stars (C) Car expert (D) Any celebrity

Customer suggestion No. of customers

Sports persons 36
Film star 42
Car expert 14
Any celebrity 8
Total 100
Table No.17

No of customers

8%
14% 36%

Sports persons
Film star
Car expert

42% Any celebrity

Fig. No. 17

Most of the customers of Maruti Suzuki suggest a film star as the best ambassador.
Because many of them get attracted only to their favorite film stars other than other
brand ambassadors.

54
18. What other brands did you seriously consider before making this car
purchase?

(A) Hyundai (B) Chevrolet (C) Ford (D) TATA (E) Toyota

Brand name No. of customers

Hyundai 33
Skoda 15
Ford 24
Honda 18
Toyota 10
Total 100
Table No.18

No. of customers

10%
33%
18%
Hyundai
Scoda
Ford
Honda
24% 15%
Toyata

Fig.no.18

Most of the Maruti Suzuki customers are opting for Hyundai when they are asked to
consider a brand other than Maruti Suzuki. Skoda occupies the second place in their
preference.

55
19. As per you which vehicle comes close to Baleno.

(A) Hyundai I20 (B) Hyundai i10 (C) Chevrolet Spark (D) Tata Indica (E)
others

Rating No. of a customers

Hyundai I20 37
Hyundai i10 30
Chevrolet Spark 16
Tata indica 7
others 10
Total 100
Table No.19

No.of customers

10%
7%
37%
Hyundai I20
16% Hyundai i10
Chevrolet Spark
Tata indica
30% Others

Fig No. 19

From the above chart it can be observe that, 37% of respondents feel that the
Vehicle that comes close to Baleno is Hyundai I20, 30% of respondents feel that the
Vehicle that comes close to Baleno is Hyundai i10, 22% of respondents feel that the
Vehicle that comes close to Baleno with Chevrolet Spark, 7% of respondents felt

56
that the Vehicle that comes close to Baleno is Tata Indica, and 10% of respondents
feel that various other Vehicles comes close to Baleno. Most of the customers feel
that Hyundai I20 comes close to the Baleno.

57
CHAPTER-5

58
5.1RECOMMENDATION AND SUGGESTIONS

New following suggested techniques & their implementation

 Market survey for doing job in fastest growing sector, conducted in

different region in Lucknow

 New flexible tele-calling script based on data collected by survey. It changes

according to person‟s profile.

 Full exhibition of posters showing the benefits of being a employee.

 Presentation to visitors has done one by one.

 Advertisement in print media.

 SMS to mobile holders about job.

 New designed posters and banners.

 References

 Sticking the banners within the office and outside the office which shows the
extra benefit for becoming employee of Maruti Suzuki NEXA.

59
5.2CONCLUSION

 Maruti Suzuki NEXA has to concentrate on new strategies for the promotion
of Maruti Suzuki S-Cross. As it is a newly launched model of the Maruti
Suzuki it is the time to capture market of the MPV car segment. Currently
Ertiga is having a good response in the market.

 Maruti Suzuki has to rectify the rear window of back door which doesn‟t go
down completely. Everyone who had a look at the car likes it, after seeing the
rear window of the back doors they are not showing any interest.

 Maruti Suzuki has to utilize the media for the promotion of Swift. For the
reaching of the target audience media is the best way. Through promotion
will go to the long distances..

 Please try to increase the number of Service centers. And keep Service
Stations at main locations of the city, like New High Court etc., where many
customers feel it easy to go to service centers.

 Try to provide financial facility of all customers at minimum interest.

60
5.3REFERENCES

1. Aulbur, Wilfried (9 February 2017). "Suzuki drives Indiás car manufacturing story"

Thehindubusinessline.com.

2. ab "Office Addresses Maruti Suzuki India Limited Marutisuzuki.com. Retrieved 13 September 2018.

3. Aabe "Our Leadership Maruti Suzuki India Limited Marutisuzuki.com.

4. "Maruti Suzuki Annual Report 2020" (PDF). Maruti Suzuki Limited.

5. Aabcde "SEBI Standalone and Consolidated FY2023-24" (PDF).

6. ab "Annual Integrated Report 2020-21" (PDF). Maruti Suzuki.

7. "MARUTI SUZUKI INDIA LTD SHARE HOLDINGS" Financial Express. 12 May 2021.

8. "Maruti Suzuki chases market share but losing 'mind share to Tata Motors Moneycontrol. 21 November

2022. Retrieved 14 December 2022.

9. "Maruti Suzuki Case Study - History and Success in India StartupTalky. 27 August 2021. Retrieved 7

April 2023.

10. Maruti Suzuki Corporate Information Archived 26 January 2013 at the Wayback Machine. Retrieved

2013-02-01.

11. "Govt exits Maruti, sells residual stake for 2,360 cr The Times of India. 10 May 2007. ISSN 0971-8257

Retrieved 7 April 2023.

12. "Sanjay Gandhi & Maruti 800: The Story Of The Peoples Car And The Man Behind Its Wheel"

TimesNow. 14 December 2023. Retrieved 6 February 2024.

13. Aabe "Maruti and Sanjay Gandhi: The history of an illicit, extraordinary love affair" Motoroids. 14

April 2015. Retrieved 12 April 2024.

61
14. Sen, Gautam (2014). A million cars for a billion people: the story of Indias 'millionaire cars, from the

iconic Maruti 800 to what went horribly wrong with the Tata Nano. Mumbai, India: Platinum Press. ISBN

978-93-84027-74-2.

15. Bhandari, Bhupesh (11 July 2015). "Emergency and Sanjay Gandhi: How Maruti's origin lies in

cronyism, corruption and blackmail

16. Aab "Was Maruti 800 truly the brainchild of Sanjay Gandhi?" The Economic Times. 14 December

2023. ISSN 0013-0389 Retrieved 12 April 2024.

62
5.4QUESTIONNAIRE

Name : …………….

Contact no. ………….

Address: E-Mail address: ……………………

1. Which of the following Maruti Suzuki NEXA car you own?

a) Baleno b) Ignis

c) Ciaz d) S-Cross

2. What do you like most about your Maruti Suzuki NEXA car?

a) Style/design b) Comfort

c) Maruti Suzuki brand d) Service

3. What do you feel great about your car when compared to other cars in the
market?

a) Fuel efficiency b) Durability c) Low maintenance

d) Sound quality e) Brand name

4. How did you come to know about this car before purchasing?

a) From friends, relatives b) Advertisements c) Car experts

d) Sale‟s persons visit e) Auto magazines

5 . How do you rate the promotion of Baleno by Maruti Suzuki NEXA?

a) Excellent b) Very good c) Good

d) Average e) Poor

63
6. Where do you get your car serviced regularly?

a) At authorized service centre

b) At a local workshop near my home

7. Which bank do you prefer in getting financial help while purchasing a car?

a) ICICI b) HDFC

c) SBI d) others

8. Which type of finance do you prefer?

a) In house finance b) Out house finance

c) No difference between the two

9. To which media do you get expose regularly?

a) Televisions b) Magazines

c) News papers d) F.M/Radio

10. Which kind of T.V. channels do you watch regularly?

a) National news channels b) Regional news channels c) Sports

channels

d) Entertainment channels

11. What’s your opinion on the price list of Maruti Suzuki NEXA cars?

a) Affordable by common man b) Affordable only for rich man

c) Can‟t say

64
12. What kinds of offers do you like or expect from the NEXA?

a) Free insurance b) Special discount on sale of cars

c) Extending the service period d) Finance availability with 0%

interest

13. What more do you expect from your Nexa?

a) Information about new cars b) Information about service and

mileage

c) Assistance regarding loans and insurance d) Understanding customer needs

14. How do you feel when an unknown sales person approaches you by
knowing? Your full details to demonstrate about any product?

a) I will not respond b) Lost my privacy

c) Interested in knowing (if I feel a need of it)

15. Have you come across any promotional event conducted by Maruti Suzuki
during last one month?

a) YES

b) No

16. What’s your opinion about the Ambassador Ranvir Singh for the car
Maruti Suzuki Ciaz?

a) Full filled the purpose b) Unable to attract customers

c) He was not apt for it.

65
17. Whom do you suggest as a right person for promoting a car?

a) Sports person b) Film stars c) Car expert

d) Any celebrity

18) What other brand(s) did you seriously consider before making this car
purchase?

a) Hyundai b) Skoda c) Maruthi d) Honda

e) Toyota

19) As per you which vehicle come close to Valeno.

a) Hyundai I20 b) Hyundai i10 c) Chevrolet Spark

d)Tata Indica e)others

Thanks for taking the time to fill out this questionnaire and for providing valuable
information which will be used for my project work, market research studies and
reports. We do not share or sell your name, address or any other data with any
outside company for any purpose.

66