Professional Documents
Culture Documents
CHAPTER - 1
INTRODUCTION
INDUSTRY PROFILE
COMPANY PROFILE
CHAPTER - 2
REVIEW OF LITERATURE
CHAPTER - 3
RESEARCH METHODOLOGY
CHAPTER - 4
CHAPTER - 5
BIBILIOGRAPHY
QUESTIONNAIRE
INTRODUCTION
Introduction
The research Project is on the topic of Brand Awareness of MARUTI SUZUKI SWIFT.
A brand is an identifiable entity that makes specific promises of value. In its +value you or
your product makes. These promises can be implied or explicitly stated, but none-the-less,
value of some ++type is promised.
Brand awareness is when people recognize your brand as yours. This does not necessarily
mean they prefer your brand (brand preference), attach a high value to, or associate any
superior attributes to your brand, it just means they recognize your brand and can identify it
under different conditions.
Brand awareness consists of both brand recognition, which is the ability of consumers to
confirm that they have previously been exposed to your brand, and brand recall, which
reflects the ability of consumers to name your brand when given the product category,
category need, or some other similar cue.
Aided awareness occurs when you show or read a list of brands and the person expresses
familiarity with your brand only after they hear or see it.
Top-of-mind awareness occurs when you ask a person to name brands within a product
category and your brand pops up first on the list.
When you think about facial tissue, gelatins, and adhesive bandages, do the brands
Kleenex, Jell-O, and Band-Aid come to mind? These brands enjoy strong top-of-mind
awareness in their respective categories.
Brands identify the source of market of a product and allow consumers-either individuals or
organizations-to assign responsibility to a particular manufacturer or distributor. Consumers
may evaluate the identical product differently depending on how it is branded. Consumers
learn about brands through past experiences with the product and its marketing program.
They find out which brands satisfy their needs and which ones do not. As consumers lives
become more complicated, rushed, and time-starved, the ability of a brand to simplify
decisions making and reduce risk is invaluable.
Brands also perform valuable functions for firms. First, they simplify product handling or
tracing. Brands help to organize inventory and accounting records. A brand also offers the
firm legal protection for unique features or aspects of the product. The brand name can be
protected through registered trademarks; manufacturing processes can be protected through
patents; and packaging can be protected through copyrights and designs. These intellectual
property rights ensure that the firm can safely invest in the brand and reap the benefits of a
valuable asset.
Brands can signal a certain level of quality so that satisfied buyers can easily choose the
product again. Brand loyalty provides predictability and security of demand for the firm and
creates barriers to entry that make it difficult for other firms to enter the market. Loyalty also
can translate into a willingness to pay a higher priceoften 20 to 25 percent more. Although
competitors may easily duplicate manufacturing processes and product designs, they cannot
easily match lasting impressions in the minds of individuals and organizations from years of
marketing activity and product experience. In this sense, branding can be seen as a powerful
means to secure a competitive advantage.
To firms, brands thus represent enormously valuable pieces of legal property that can
influence consumer behavior, be sought and sold, provide the security of sustained future
revenues to their owner. Large earning multiple have been paid for brands in mergers or
acquisitions, starting with the boom years of the mid-1980s. The price premium is often
justified on the basis of assumptions of the extra profits that could be extracted and sustained
from the brands, as well as the tremendous difficulty and expense of creating similar brands
from scratch. Wall Street believes that strong brands result in better earnings and profit
performance for firms, which, in turn, creates greater value for shareholders. Much of the
recent interest in brands by senior management has been result of these bottom-line financial
considerations. Marketing Memo: The brand Report card lists 10 key characteristics based
on a review of the worlds strongest brands.
Maruti Suzuki Limited was established in February 1981, though the actual production
commenced in 1983 with the Maruti 800, based on the Suzuki Swift car which at the time
was the only modern car available in India, its' only competitors- the Hindustan Ambassador
and Premier Padmini were both around 25 years out of date at that point. Through 2004,
Maruti has produced over 5 Million vehicles. Marutis are sold in India and various several
other countries, depending upon export orders. Models similar to Maruti (but not
manufactured by Maruti Suzuki) are sold by Suzuki and manufactured in Pakistan and other
South Asian countries.
Here the topic of the study is Customers Brand Awareness towards MARUTI SUZUKI
SWIFT, with special reference to C.A.R.S India pvt.ltd chennai. This study search for brand
awareness level of customers towards various aspects of the product.
PRIMARY OBJECTIVE
SECONDARY OBJECTIVES
.To suggest measures to improve brand awareness towards maruti suzuki swift.
SCOPE OF THE STUDY
Scope of study
The overall scope of the present study considers all the variables
and factors that have major impact over the customers in considering
particular brands. This especially included how a customer regally
evaluate recognizes the brand and what position particular brand
occupies in the customer mind.
This includes how a customer gets attracted towards the brands and what
makes a brand highly significant over their competitive brand. The study
includes how brand awareness among potential customers can be
maintained and improves.
The project has been done in chennai city only. The survey was
confined only to Maruti customers to presently posses only swift. The
survey was especially focused on existing swift owners for finding how
they are influenced by the brand and what made them aware of the
brand. After the survey was done the data was analyzed and also relevant
suggestion were made in order to improve its brand awareness towards
swift as well as Maruti.
LIMITATION OF THE STUDY
There are chances of bias in the data collected from the respondents
INDUSTRY PROFILE
Automobile Industry
History :
In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented the first
automobile to run on roads. This automobile, in fact, was a self-powered, three-wheeled,
military tractor that made the use of a steam engine. The range of the automobile, however,
was very brief and at the most, it could only run at a stretch for fifteen minutes. In addition,
these automobiles were not fit for the roads as the steam engines made them very heavy and
large, and required ample starting time. Oliver Evans was the first to design a steam engine
driven automobile in the U.S.
A Scotsman, Robert Anderson, was the first to invent an electric carriage between 1832 and
1839. However, Thomas Davenport of the U.S.A. and Scotsman Robert Davidson were
amongst the first to invent more applicable automobiles, making use of non-rechargeable
electric batteries in 1842. Development of roads made travelling comfortable and as a result,
the short ranged, electric battery driven automobiles were no more the best option for
travelling over longer distances.
The Automobile Industry finally came of age with Henry Ford in 1914 for the bulk
production of cars. This lead to the development of the industry and it first begun in the
assembly lines of his car factory. The several methods adopted by Ford, made the new
invention (that is, the car) popular amongst the rich as well as the masses.
According the History of Automobile Industry US, dominated the automobile markets
around the globe with no notable competitors. However, after the end of the Second World
War in 1945, the Automobile Industry of other technologically advanced nations such as
Japan and certain European nations gained momentum and within a very short period,
beginning in the early 1980s, the U.S Automobile Industry was flooded with foreign
automobile companies, especially those of Japan and Germany.
The current trends of the Global Automobile Industry reveal that in the developed countries
the Automobile Industries are stagnating as a result of the drooping car markets, whereas the
Automobile Industry in the developing nations, such as, India and Brazil, have been
consistently registering higher growth rates every passing year for their flourishing domestic
automobile markets.
The automotive industry designs, develops, manufactures, markets, and sells the world's
motor vehicles. In 2008, more than 70 million motor vehicles, including cars and
commercial vehicles were produced worldwide.
In 2007, a total of 71.9 million new automobiles were sold worldwide: 22.9 million in
Europe, 21.4 million in Asia-Pacific, 19.4 million in USA and Canada, 4.4 million in Latin
America, 2.4 million in the Middle East and 1.4 million in Africa. The markets in North
America and Japan were stagnant, while those in South America and other parts of Asia grew
strongly. Of the major markets, Russia, Brazil, India and China saw the most rapid growth.
About 250 million vehicles are in use in the United States. Around the world, there were
about 806 million cars and light trucks on the road in 2007; they burn over 260 billion
gallons of gasoline and diesel fuel yearly. The numbers are increasing rapidly, especially in
China and India. In the opinion of some, urban transport systems based around the car have
proved unsustainable, consuming excessive energy, affecting the health of populations, and
delivering a declining level of service despite increasing investments. Many of these
negative impacts fall disproportionately on those social groups who are also least likely to
own and drive cars. The sustainable transport movement focuses on solutions to these
problems.
In 2008, with rapidly rising oil prices, industries such as the automotive industry, are
experiencing a combination of pricing pressures from raw material costs and changes in
consumer buying habits. The industry is also facing increasing external competition from the
public transport sector, as consumers re-evaluate their private vehicle usage. Roughly half of
the US's fifty-one light vehicle plants are projected to permanently close in the coming years,
with the loss of another 200,000 jobs in the sector, on top of the 560,000 jobs lost this
decade. Combined with robust growth in China, in 2009, this resulted in China becoming the
largest automobile market in the world.
The origin of automobile is not certain. In this section of automobile history, we will only
discuss about the phases of automobile in the development and modernisation process since
the first car was shipped to India. We will start automotive history from this point of time.
The automobile industry has changed the way people live and work. The earliest of
modern cars was manufactured in the year 1895. Shortly the first appearance of the car
followed in India. As the century truned, three cars were imported in Mumbai (India). Within
decade there were total of 1025 cars in the city.
The dawn of automobile actually goes back to 4000 years when the first wheel was used
for transportation in India. In the begining of 15th century Portuguese arrived in China and
the interaction of the two cultures led to a variety of new technologies, including the creation
of a wheel that turned under its own power. By 1600s small steam-powered engine models
was developed, but it took another century before a full-sized engine-powered vehicle was
created.
The actual horseless carriage was introduced in the year 1893 by brothers Charles and
Frank Duryea. It was the first internal-combustion motor car of America, and it was followed
by Henry Ford's first experimental car that same year.
One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost
that featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an
aluminum body. It was usually driven by chauffeurs and emphasis was on comfort and style
rather than speed.
During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-
steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured an 8-
cylinder engine and an aluminum body.
The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that
suited more to the needs of families. In 1930s, vehicles were less boxy and more streamlined
than their predecessors. The 1940s saw features like automatic transmission, sealed-beam
headlights, and tubeless tires. The year 1957 brought powerful high-performance cars such
as Mercedes-Benz 300SL. It was built on compact and stylized lines, and was capable of 230
kmh (144 mph).
This was the Indian automobile history, and today modern cars are generally light,
aerodynamically shaped, and compact.
Total number of cars that were exported from India were very close to 2.0 lakh (2.0 hundred
thousand) margin, an encouraging sign for auto industry in India. Export of cars
manufactured in India comprised nearly 13 percent of total number of cars manufactured
domestically by auto industry in India.
India auto market looks set to prosper, largely due to growing market for automobiles that is
developing in India. In financial year that ended in February, 2004, Indian auto markets were
fastest growing in world, with registered growth rate touching nearly 20 percent.
Auto industry in India mainly comprises of small car section, which enjoys nearly a 2/3rd
market share of entire market for autos in India. In this respect, Indian markets are largest in
world for small cars, behind Japan.
Indian passenger car market which ranks amongst largest in world, is poised to become even
more larger and enter top five passenger car markets in world in next decade
COMPANY PROFILE
MARUTI SUZUKI
Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in
the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently,
18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of
Japan. The Indian government held an initial public offering of 25% of the company in June
2003. As of 10 May 2007, Govt. of India sold its complete share to Indian financial
institutions. With this, Govt. of India no longer has stake in Maruti Suzuki.
Maruti Suzuki Limited (MSL) was established in February 1981, though the actual
production commenced in 1983 with the Maruti 800, based on the Suzuki Swift kei car
which at the time was the only modern car available in India, its' only competitors- the
Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that
point. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold in India
and various several other countries, depending upon export orders. Models similar to Marutis
(but not manufactured by Maruti Suzuki) are sold by Suzuki and manufactured in Pakistan
and other South Asian countries.
The company annually exports more than 50,000 cars and has an extremely large domestic
market in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's
largest selling compact car ever since it was launched in 1983. More than a million units of
this car have been sold worldwide so far. Currently, MARUTI SUZUKI SWIFT tops the
sales charts and Maruti Suzuki Swift is the largest selling in A2 segment.
Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is
commonly used to refer to this compact car model. Till recently the term "Maruti", in
popular Indian culture, was associated to the Maruti 800 model.
Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been
the leader of the Indian car market for over two decades.
Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of New
Delhi. Marutis Gurgaon facility has an installed capacity of 350,000 units per annum. The
Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a
capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of
100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined
capability to produce over 700,000 units annually.
More than half the cars sold in India are Maruti cars. The company is a subsidiary of Suzuki
Motor Corporation, Japan, which owns 54.2 per cent of Maruti. The rest is owned by the
public and financial institutions. It is listed on the Bombay Stock Exchange and National
Stock Exchange in India.
During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all,
over six million Maruti cars are on Indian roads since the first car was rolled out on 14
December 1983.
Maruti Suzuki offers 15 models, Maruti 800, Omni, Esteem, Baleno, Swift, Versa, Ritz,
Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara. Swift, Swift
dzire, A star and SX4 are manufactured in Manesar, Grand Vitara is imported from Japan as a
completely built unit (CBU), remaining all models are manufactured in Maruti Suzuki's
Gurgaon Plant.
Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars
for three decades. Suzukis technical superiority lies in its ability to pack power and
performance into a compact, lightweight engine that is clean and fuel efficient.
Maruti is clearly an employer of choice for automotive engineers and young managers
from across the country. Nearly 75,000 people are employed directly by Maruti and its
partners.
The company vouches for customer satisfaction. For its sincere efforts it has been rated (by
customers)first in customer satisfaction among all car makers in India for ten years in a row
in annual survey by J D Power Asia Pacific.
Maruti Suzuki was born as a government company, with Suzuki as a minor partner to make a
people's car for middle class India. Over the years, the product range has widened, ownership
has changed hands and the customer has evolved. What remains unchanged, then and now, is
Marutis mission to motorise India.
ORGANISATIONAL STRUCTURE
Review of literature shows the previous studies carried out by the researcher in this
field. Previous studies are reviewed in order to gain insight into extent of research. The
research problem can be more understood and made specific referring to theories, reports,
records and other information made in similar studies. This will provide the researcher with
the knowledge on what lines the study should proceed and serves to narrow the problem. The
main objective of the study is to measure Brand Awareness of TNPL products among the
people and the reviews are as follows:
Brand
A traditional definition of a brand was: the name associated with one or more items in the
product line, that is used to identify the source of character of the item(s) (Kotler, 2000).
The American Marketing Association (AMA) definition of a brand is a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods and services of
one seller or group of sellers and to differentiate them from those of competitors
Brand Equity
(Rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brands name
and symbol that adds to or subtracts from the value provided by a product or service to a
customer. However, many factors can be attributed to the value of the brand for example
awareness, recall and recognition. Brand equity as a differentiating factor that can influence
consumers response to brands marketing activities. In an attempt to define the relationship
between customers and brands, the term brand equity in the marketing literature emerged
There have been different perspectives or considering brand equity; the customer-based
perspectives, the financial perspectives and combined perspectives. The first perspective of
brand equity is from a financial markets point of view where the asset value of a brand is
appraised (Farquhar, 1991). Customer-based brand equity is evaluating the consumers
response to a brand name (Keller, 1993). While this study focus on the customer based
perspectives.
1. Brand Awareness
Aaker (1991) defines brand or name awareness as the ability of a potential buyer to
recognise or recall that a brand is a member of a certain product category. Therefore it is
important that a link between product class and brand is implicated because the scope of
brand awareness is very wide, ranging from an unsure sensation that the brand name is
recognised, to a conviction that it is the only one in the product class. Brand awareness refers
to the strength of a brands presence in the consumers mind.
It is a measure of the percentage of the target market that is aware of a brand name.
Marketers can create awareness among their target audience through repetitive advertising
and publicity. Brand awareness can provide a host of competitive advantages for the
marketer. These include the following:
2. Brand Associations
a. Product Associations
Product associations include functional attribute associations and non-
functional associations.
Social Image
Perceived Value
Trustworthiness
Differentiation/Distinctiveness
Other marketing literatures (Ries and Trout 2010) also stress the
importance of the distinctive character of brand positioning in
contributing to the success of a brand. Distinctiveness is defined as the
degree to which the consumer perceives that a brand is distinct from its
competitors. A brand can have a price premium if it is perceived as being
different from its competitors.
Country of origin
Thakor and Kohli (2012) argue that brand country of origin must
also be considered. He defines brand origin as the place, region or
country to which the brand is perceived to belong by its customers.
Country of origin is known to lead to associations in the minds of
consumers. The country of origin of a product is an extrinsic cue, which,
similar to brand name, is known to influence consumers perceptions.
b. Organizational Associations
3. Perceived quality
4. Brand Loyalty
Research methodology is a design or plan as a guide for conducting research and to systematically
solve the research problem. It includes research design, sampling procedures, data collection method and
analysis procedure. Following research methodology was adopted for the present study.
RESEARCH DESIGN
Research design is a blue print or framework which specifies the details of the procedures necessary
for obtaining the information needed to structure or solve research problems.
DESCRIPTIVE RESEARCH
Descriptive research is also called Statistical Research. The main goal of this type of research is to describe
the data and characteristics about what is being studied. The idea behind this type of research is to study
frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not
gather the causes behind a situation.
Descriptive research is mainly done when a researcher wants to gain a better understanding of a
topic for example, a frozen ready meals company learns that there is a growing demand for fresh ready
meals but doesnt know much about the area of fresh food and so has to carry out research in order to gain a
better understanding. It is quantitative and uses surveys and panels and also the use of probability sampling.
SAMPLE DESIGN
Sample means, Where only a small unit of population under study are considered for analysis. For
our research work, we have adopted methods. For this study adopted One Hundred and Eighty five samples
were taken under convenient sampling method.
DATA COLLECTION
While dealing about the method of data collection to be used for the study, we should keep in mind two type
of data. I.e. primary data and secondary data.
PRIMARY DATA
Primary Data are these which are collected for the first time and they are original in character. The
researcher himself to study a particular problem collects them. In this primary data has been collected for
supportive evidence and analytical study.
SECONDARY DATA
The Secondary Data are those, which are already collected by someone for some purpose and are
available for the present study. In this study secondary data has been collected for supportive evidence and
analytical study
In this project, the researcher has used questionnaire for collecting the primary data. The questionnaire
consists of a number of questions typed in a definite order on a form or set of forms relating to certain
specific aspects regarding which the researcher collects the data. The types of questions used in the
questionnaire for the project are
TYPES OF QUESTIONS
Open-ended questions
Open-ended questions are the type of questions used to get suggestion from the respondent in order to give
feed back to the organization.
Close-ended questions
Close-ended questions are the type of questions with a clear declined set of alternatives that
confine the respondent to choose one of them. It is of two types
a) Multiple-choice questions
In this type of questions, the respondents are given 4-5 choices in which the respondents has to select
one. For this type of questions, we can apply statistical tools like Chi-square and weighted average method.
b) Dichotomous questions
In this type of questions, the respondents are given two choices in which the respondents has to
select one. For this type of questions, we can apply statistical tools like internal estimate method.
c) Ranking
In ranking, questions will have the ranking skill, where the respondents are free to rank them
according to their preference.
SAMPLE SIZE
This refers to the number of items to be selected from the universe to a sample. The size of the sample
may neither be excessively large not too small. An optimum sample is one that fulfills the requirements of
efficiency, representativeness, reliability and flexibility. The size of the sample for the study is 120.
The Statistical tools are used for analyzing the data are:
PERCENTAGE ANALYSIS
CHI-SQUARE
CORRELATION COEFFICIENT
1) PERCENTAGE ANALYSIS
Percentage analysis shows the entire population in terms of percentages. It reveals the number of
belonging is a particular category or the number of people preferring a particular thing, etc., in terms of
percentage. In this study, the number of people who responded in a particulars manner is interpreted in the
form of percentages.
No of respondents
The chi-square test a fairly, simple and definitely the most popular of all the other tools, the chi-square
test is most widely used non-parametric tests in statistical work. It makes no assumption about being
sampled. The quantity chi-square describes the magnitude of discrepancy between theory and observation.
2 = (Oi Ei) 2
i=1 Ei
Pearson's correlation coefficient between two variables is defined as the covariance of the two
variables divided by the product of their standard deviations. Pearsons r, and is typically denoted by r) is a
measure of the correlation (linear dependence) between two variables X and Y, giving a value between +1
and 1 inclusive. It is widely used in the sciences as a measure of the strength of linear dependence between
two variables.The correlation can also be written as
Karl Pearson r=
The analysis of variance (ANOVA or F-test) is used in such problem where a research wants to test
for the significances of the difference between more than two as sample mean. This is one of the most
powerful statistical techniques. The ANOVA is used in every type of experiment design concentrating both
natural and social sciences.
One Way Classifications
In one way classifications, data are collected according to one criterion. The null hypothesis takes the
form that is; arithmetic means of the population from which the K samples are randomly drawn are equal to
one another.
WORKING PROCEDURE
Step 1: H0: There is no significant different between column means as well as between row means
Between CSS
Columns c-1 M1= CSS/ c-1
Fc =
ESS N-c M2 = ESS/N-c
Residual
DATA ANALYSIS AND INTERPRETATION
AGE
TABLE- 1
NO. OF
Sl.No. AGE RESPONDENTS %
1 18-25 25 20
2 26-35 55 50
3 36-45 20 20
4 46 & above 20 10
Total 120 100
CHART- 1
INTERPRETATION
The above study shows that 50 % of MARUTI SUZUKI SWIFT customers are in the age of
26-35, 20 % in the age of 18-25, 20% in the age of 36-45, and 10 % in the age range of 46
and above.
EDUCATION QUALIFICATION
TABLE 2
CHART- 2
INTERPRETATION
The above study shows that 60% of customers are degree and above,20 % are below SSLC,
10 % are SSLC and 10 % are HSC.
INCOME GROUP
TABLE- 3
INCOME NO.OF
SL.NO GROUP RESPONDENT %
BELOW 1
1 LAKH 70 60
2 1-2 LAKH 20 20
3 2-3 LAKH 15 10
4 3-4 LAKH 15 10
4 LAKH &
5 ABOVE 0 0
TOTAL 120 100
CHART-3
INCOME GROUP
INTERPRETATION
The above chart shows that 60 % of the customers are in th income group of below 1 lakh
p.a, 20 % in 1-2 lakh,10 % in 2-3 lakh and 10 % in 3-4 lakh & above.
INFORMATION ABOUT MARUTI SUZUKI SWIFT
TABLE- 4
INDORMATION
ABOUT
S. MARUTI NO. OF
NO SUZUKI SWIFT RESPONDENTS %
1 NEWS MEDIA 80 70
2 FRIENDS 40 30
COMPANY
3 SALESMAN 0 0
4 OTHERS 0 0
TOTAL 120 100
CHART-4
INTERPRETATION
The study shows that 70 % of the customers are got information about about MARUTI
SUZUKI SWIFT though News media and a 30 % though their friends.
INFORMATION ABOUT SAFETY MEASURES
TABLE- 5
SL INFORMATION NO. OF
NO ABOUT SAFETY RESPONDENTS %
1 NEWS MEDIA 38 32
2 FRIENDS 20 16
COMPANY
3 SALESMAN 62 52
4 OTHERS 0 0
TOTAL 120 100
CHART-5
INTERPRETATION
The research result shows that 52 % of customers got information about safety measures
from the company salesman, 32 % from News media and a 16 % from their friends.
SL NO. OF
NO MILEAGE RESPONDENTS %
1 High Satisfied 50 46
2 Satisfied 70 54
3 Neutral 0 0
4 Dis Satisfied 0 0
Total 120 100
CHART -6
INTERPRETATION
The study showing that 54 % of the customers are Satisfied and 46 % of customers are High
satisfied with the Mileage of MARUTI SUZUKI SWIFT.
ROAD GRIP
TABLE- 7
2 Satisfied 75 66
3 Neutral 0 0
4 Dis Satisfied 0 0
Total 120 100
CHART- 7
INTERPRETATION
The study shows that 66 % of the customers are satisfied, and 34 % are high satisfied with
the road grip.
MAINTENANCE COST
TABLE- 8
SL MAINTENANCE NO. OF
NO COST RESPONDENTS %
1 High Satisfied 40 32
2 Satisfied 77 62
3 Neutral 3 6
4 Dis Satisfied 0 0
Total 120 100
CHART- 8
MAINTENANCE COST
INTERPRETATION
The research shows that 62 % of customer are satisfied, 32 % are high satisfied, and 6 % are
Neutral with the maintenance cost.
SEATING CAPACITY
TABLE-9
SEATING NO. OF
SL NO CAPACITY RESPONDENTS %
1 High Satisfied 35 28
2 Satisfied 75 64
3 Neutral 10 8
4 Dis Satisfied 0 0
Total 120 100
CHART- 9
INTERPRETATION
The graph shows that 64 % of customrs are satisfied , 28 % are high satisfied, and 8% are
neutral with the seating capacity.
QUALITY OF AC
TABLE- 10
SL QUALITY OF NO. OF
NO AC RESPONDENTS %
1 High Satisfied 30 20
2 Satisfied 85 78
3 Neutral 5 2
4 Dis Satisfied 0 0
Total 120 100
CHART-10
INTERPRETATION
The chart shows that 78 % of customers are satisfied and 20 % are high satisfied and 2 % are
Neutral with the quality of AC.
ENGINE CAPACITY
TABLE- 11
SL ENGINE NO. OF
NO CAPACITY RESPONDENTS %
High
1 Satisfied 15 10
2 Satisfied 40 30
3 Neutral 65 60
4 Dis Satisfied 0 0
Total 120 100
CHART- 11
ENGINE CAPACITY
INTERPRETATION
The study showing that 60 % of the customers are neutral, 30 % are satisfied and 10 % are
high satisfied with the engine capacity iofMARUTI SUZUKI SWIFT.
CHART -12
INFORMATION
SL ABOUT NO. OF
NO MELEAGE RESPONDENTS %
1 NEWS MEDIA 20 16
2 FRIENDS 75 66
COMPANY
3 SALESMAN 25 18
4 OTHERS 0 0
TOTAL 120 100
CHART-12
INTERPRETATION
The graph showing 66 % of customers got information about mileage from friends. 18 %
from company salesman and 16 % customers from news media.
TABLE -13
CHART 13
INTERPRETATION
The research shows that 58 % of customers are satisfied, 38 % are high satisfied and 4 % are
neutral with the design style of the car.
SIZE OF THE CAR
TABLE- 14
SIZE OF
NO. OF
THE CAR
SL NO RESPONDENTS %
High
1 Satisfied 45 36
2 Satisfied 55 52
3 Neutral 20 12
4 Dis Satisfied 0 0
Total 120 100
CHART- 14
INTERPRETATION
The graph shows that 52 % of the customers are satisfied , 36 % are high satisfied,and 12 %
are neutral with the size of the car.
TABLE-15
SATISFACTION
SL FROM THE NO. OF
NO VALUE RESPONDENTS %
1 High Satisfied 30 24
2 Satisfied 80 70
3 Neutral 10 6
4 Dis Satisfied 0 0
Total 120 100
CHART -15
INTERPRETATION
The study shows that 70 % of the customers are satisfied,24 % are high satisfied and 6 % are
neutral with the satisfaction with the value.
SPACE FOR LUGGAGE
TABLE-16
CHART- 16
INTERPRETATION
The graph shows that 46 % of the respondents are satisfied, 40 % are neutral ,8% are high
satisfied and 6 % are dis satisfied with the space for luggage.
BUYING INDUCEMENT
TABLE-17
SL BUYING NO. OF
NO INDUCEMENT RESPONDENTS %
1 Self interest 34 68
Recommended by
2 friends 14 28
3 Advertisement 2 4
4 Others 0 0
Total 50 100
CHART- 17
BUYING INDUCEMENT
INTERPRETATION
The graph shows the inducement of customers to buy the car as 68 % by self interest, 28
% recomented by friends and 4 % by advertisement.
BRAND SELECTION
TABLE- 18
BRAND NO. OF
SL NO SELECTION RESPONDENTS %
1 High Satisfied 19 38
2 Satisfied 31 62
3 Neutral 0 0
4 Dis Satisfied 0 0
Total 50 100
CHART- 18
INTERPRETATION
The graph showing that 68 % of the customers are satisfied and 32 % are high satisfied with
the brand selection.
RANKING METHOD
Analyzing the attribute considered by the consumers while purchasing MARUTI SUZUKI
SWIFT.
RANK
ATTRIBUTE 1 2 3 4 TOTAL
STYLE 41 23 26 30 120
MILEAGE 10 41 43 26 120
PRICE 29 30 25 36 120
MAINTENANCE 31 10 22 56 120
RANK
ATTRIBUTE 1 2 3 4 TOTAL
4 3 2 1
STYLE 84 39 12 10 145
MILEAGE 12 63 66 3 144
PRICE 76 54 22 2 154
MAINTENANCE 36 15 22 25 98
TOTAL 661
Maintenance= (98/661)100=14.83 %
The test Showing that consumers considering style of MARUTI SUZUKI SWIFT by 21.94
% , Mileage 21.79 %, Price 23.3 % and maintanence 14.83%.
And the result of this test is that Price is the most considering attribute for the
Customers of MARUTI SUZUKI SWIFT.
Chi-square is the sum of the squared difference observed (o) and the expected (e) data (or the deviation, d),
divided by the expected data in all possible categories.
FINDINGS
FINDINGS
1. The study shows that maximum of 50% of the respondents are from the age of 26-35.
2. The study shows that 60 % of the respondents are belongs to the income group of
below 1 lakh p.a
3. The study shows that 70 % of the respondents are got information about about
MARUTI SUZUKI SWIFT though News media.
4. The study shows that 52 % of respondents got information about safety measures from
the company salesman,
5. The study shows that 66 % of respondents got information about mileage from friends.
6. The study shows that 66 % of the respondents are satisfied,with the road grip.
7. The study shows that 62 % of respondents are satisfied with the maintenance cost.
8. The study shows that 64 % of respondents are satisfied with the seating capacity.
9. The study shows that 78 % of respondents are satisfied with the quality of AC
10.The study showing that 60 % of the respondents are neutral with the engine capacity
of MARUTI SUZUKI SWIFT.
11.The study shows that 54 % of the respondents are with the Mileage of MARUTI
SUZUKI SWIFT.
12.The study shows that 58% are satisfied with the design and style
13. The study shows that,52% are satisfied with the size of the car.
14.. The research shows that 70 % of the customers are satisfied, with the satisfaction
with the value.
15. The study shows that 46 % of the respondents are satisfied with the space available
for luggage.
16.The study shows that 68% are satisfied with the brand selection.
17.The study shows that 68% of the respondents shows self interest to buy the car
The research shows that the middle income people are accepting the Maruti Swift as
peoples car. They are much aware about the Brand. So the Maruti Swift possessing a well
brand image among the public. The customers are very satisfied with the style, price,
comfortness, mileage, maintenance cost etc. The customers who belong to below 1 lakh
p.a. income group are more interested with the price and after that they considering
comfortness of MARUTI SUZUKI SWIFT. In their view MARUTI SUZUKI SWIFT is the
budgeted car.
SUGGESTION
SUGGESTION
Since 40 % of the respondents strongly argued for the improvement of the availability
of space for luggage. It is the major suggestion from the customers.
The customers are not getting much information about the engine details of MARUTI
SUZUKI SWIFT from outside. Majority of them are getting information from the
company salesman. So the advertisement should provide more details about the
engine.
The research reveals that only 4 % of the customers induced to buy MARUTI
SUZUKI SWIFT by the effect of advertisement. So it results that the advertisement is
not so effective. So the company should take some improvement in the advertisement.
Some portion of the customers are suggesting make some innovative change in the
design and style of MARUTI SUZUKI SWIFT without changing the price.
In this study I found that Pick up of the car decreases if you use the AC. The driver
want to push the drivers seat completely behind to drive comfortably because the leg
room is small. I suggest the company to solve this problem.
Quality of Plastic is low. The customers suggesting that company should improve the
quality of plastic.
Some respondents opinion is that Engine Noise enters the Cabin and is very annoying
.Many respondents are not much satisfied with the space available for the luggage so
the company has to provide extra space for the luggage.
CONCLUSION
Conclusion
Since the brand awareness of consumers is the purpose of this study. Survey is
conducted in Chennai district through questionnaire taking 120 customers. From this survey
I got valuable suggestions, opinion and views of the customers. The ranking test showing
that Price is the most considering attribute for the Customers of MARUTI SUZUKI SWIFT.
And the Chi square test shows that the size of the car is effecting on customers brand
selection.The customers have strong suggestion for improvement mainly in the availability
of space for luggage. The middle class peoples are considering the MARUTI SUZUKI
SWIFT as the budgeted car. From this study it is clear that MARUTI SUZUKI SWIFT have
a good brand image among the public and the customers had been satisfied with the product
performance. The customers are well aware about the performance and features of MARUTI
SUZUKI SWIFT.
BIBLIOGRAPHY
BIBLIOGRAPHY
1. Philip Kotler & Kevin Lane Keller- Marketing Management.
2. Kothari.C.R- Research Methodology.
3. A. Vinod Marketing Management.
4. www.wikipedia.com
5. www.C.A.R.Sindia.in
6. www.marutisuzuki.com
7. www.gaadi.com
QUESTIONNAIRE
A STUDY ON CONSUMERS BRAND AWARENESS TOWARDS
MARUTI SUZUKI SWIFT
QUESTIONNAIRE
1. Name :
14. From where did you got information about mileage of MARUTI SUZUKI
SWIFT?
17. What is the degree of satisfaction derived from the product as per
value paid for MARUTI
SUZUKI SWIFT?