Professional Documents
Culture Documents
in “Maruthi Suzuki”
Project Report
Submitted to Osmania University in partial fulfillment of the requirements for
the award of the degree of
By
MOHAMMED ISSA ABDALLAH
HALL TICKET NO: 100409672328
University College of commerce and
Business management,OU
Univessity main Campus
HYDERABAD
2009-2011
1
DECLARATION
2
Acknowledgement
The euphoria of the competition of the project will be nothing without mentioning
the persons who have helped me in doing so.
Iam extremely thankful to Maruthi Suzuki for giving me this opportunity toconduct
project on “Brand Awareness in Maruthi Suzuki” I take this opportunity to thank Mr.
Praveen kumar of (Maruthi Suzuki ) for his valuable guidance and arranging
helpful consultancy sessions,
I extend my thanks to my project guide prof B.S .Rao of University College of
commerce and Business management, OU pg college pg college for his valuable
help.
3
University College of commerce and
Business management,OU
University main Campus
HYDERABAD
2009-2011
CERTIFICATE
Date:
4
Table of contents
2. Types of brands
6. Company profile
8. Findings
9. Suggestions
10. Conclusion
11. Bibliography
5
Abstract:
Today the world economy has undergone a radical transformation in the last two
decades. The companies are emerging at the faster level. The technology and advances have
permitted companies to widen substantially both the Markets and suppliers sources. Now as
companies are emerging with their new products, marketing has become exuberant activity in
expanding the market globally.
Marketing starts with human need and wants. It is a human activity directed at
satisfying needs and wants through exchange process.
Marketing management deals with identifying and meeting human and social needs. It
is basically a meeting needs profitability.
In other words we can say that “It is the process of planning and executing conception,
pricing, promotion and distribution of ideas, goods and services to create exchanges that
satisfy individual and organizational goals”. The aim of marketing is to know and understand
the customer so well, that the product or service fits him and sells itself.
It acts as an instrument to lift up the standard and life style of the economy with the
help of marketing; we are able to get the products at our doorstep at our choice and needs. The
whole economy would be sluggish if marketing did not exist. Marketing is of critical
importance because it maintains stability in the economic condition.
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Marketing has a widest connection which includes in its fold selling, buying,
Transportation, warehousing, pricing and packaging. All these activities geared up together to
reach strong preferences for particulars “BRAND AWARENESS”
As such today’s companies are facing the toughest competition everywhere marketing
is playing a very important role.
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INTRODUCTION TO BRAND AWARENESS
With the opening of the market or the post liberalization period has resulted in many
companies entering the markets with offerings of their goods and services.
In the earlier stages of economic revolution consumer had to accept what the
manufacturer has produced. But today’s consumers are much more educated, demanding,
expect lot more to suit their ever changing life styles. There by their quality expectations have
been elevated from time to time in order to rebuild it-self around its customer.
The manufacturer should be able to satisfy, with the type of product and services to match the
ever-changing customer requirements.
In developing a marketing strategy for products, the sellers have to confront the
branding decision. Brand is a major issue in product. Customers have strong preference for
particular versions and brands of basic goods and services. The manufactures eventually learn
that market power lies with the brand name companies. Consumers buying decisions are
influenced by the brand.
In this competitive world, the “Brand plays an important role and a brand is very
prominent asset owned by an organization. Brand is endowed with awareness, perceived
quality, associations and brand loyalty. Brand is presented as creative idea.
Meaning
A Brand is symbol, a mark, a name that acts as a means of communications which
brings about an identity of a given product.
8
A Brand in short is an identifier of the seller or the maker. A brand name consists of
words, letter or numbers that can be vocalized. Brand mark is the visual representation of the
brand like a symbol, design, distinctive coloring or lettering. Brand creates a bond between
the customer and a product.
Definition:
According to American marketing association “A Brand is defined as a name, item, sign,
symbol or special design or some combination of these elements that is intended to identify
the goods or services of one seller or a group of sellers. A brand differentiates these products
from those of competitors.
Role of Branding
In today’s world brand names come to create identify to distinguish one product from another.
The following points to pin down its precise role.
Brand is promotional tool: The product differentiation is done by a brand through sales
promotion.
Brand is a weapon to protect Market: A consumer has tried and liked a product, the
brand enables him to identify the product and repeat the purchase.
Brand is antidote for middle men’s survival: The class of middle man always tends to
go for a successful brand.
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Brand is a means of identifications of customers: Brand is the easiest way of
identifying product or service by customers.
A brand can convey the consumers through six levels as shown below:
Brand Conveying
the Consumer
Attributes
Benefits
Values
Culture
Personality
User
Attributes: a brand first brings to mind certain attributes for a particular product.
Benefits: consumers are buying benefits of the product with brand.
Values: the brand tells about values which says same thing about the product values.
Culture: the brand represents a different culture.
Personality: a brand project a personality which can be person, animal or object.
User: the brand suggests its own target audience to use the product.
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TYPES OF BRANDS
Brand
Aware of brand, when its presence is registered in the mind of consumers. The level of
awareness can range from mere recognition to recall to top of mind to dominant. The
company is spending money to keep brand in consumer’s memory.
A strong brand awareness means easy acceptance of new products. Brand with strong
awareness can brought and sold to create brand name with enduring strength.
An organization can put its customer awareness, identify and develop it further to
build strong brand. It is enhanced by creating a brand loyalty and establishing brand identity
of a product.
Brand awareness is asset which brand managers create and enhance to build brand
equity. It is related to the nature and features of product. It leads to brand strength which is
constituted by measuring the variable like leadership, stability, Market, geographic, trend,
support and protection etc…
Creating brand awareness with the use of advertising, promotion event management
etc… a different brand has different kind of awareness which retains recognition.
11
Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions,
motivation drives and desire. Consumer feels more powerful when he uses the brand.
Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand.
Now a day’s consumers are experience with brand awareness for different product, where the
consumers expectations levels are increased towards brand, product etc…
12
NEED FOR THE STUDY
Today costumers are facing a growing range of choice in the different brands of
products and services. They are making their choice on the basis of their perceptions of brand,
quality service and value.
Companies need to understand the rapid growth of global market place. Where, the companies
should choose brand names with an eye to their global reach.
This study is not concerned only with brand awareness but deals also with other facts. It
includes a wide preview of
These questions will help in understanding better, what factor influence the people about
brand awareness?
The marketers have realized that they have to take technical decisions concerning the
brand to cater to the needs of the consumers to develop brand identify and brand position.The
company must understand how their consumers perceive brand, quality and how much they
expect.
13
Therefore, it becomes very necessary to understand, analyze and evaluate the brand
awareness in a systematic manner and act accordingly for existence.
To know the consumer attitude and demand towards the brand Maruthi Suzuki.
To know the consumers reaction towards brand Maruthi Suzuki in respect of price,
offers-schemes etc…
14
SCOPE OF THE STUDY
The study plays a very important role in market research. It also helps to understand and
identify the human action towards brand.
The information thus gathered by conducting a systematic market research would help to
finding out the brand awareness of the consumers.
This study was mainly focused towards people of Bangalore who belong to different age
group and reside in different localities, in order to find out their preference given to particular
brand.
METHODOLOGY
Data is the information collected from various sources. It is concerned with gather
accurate and proper knowledge about the problem that is in hand. Formally there are 2 types
of gathering information namely primary data and secondary data.
Data collection mode: Two methods have been used to collect the relevant data, which are
essential for the study, they are:
Secondary Data: it is compiled through books, magazines, newspapers and internet etc…
15
Sampling plan:
A small selection of the large group which is taken for interviewing is called sampling.
A sample is taken representative and adequate which gives proper information.
In order to study “brand awareness towards Maruthi Suzuki” the following sampling plan was
adopted.
Sample size:
A sample size of hundred was taken in order to carry the study.
Sampling unit:
For this survey the target population consisted of people residing in various localities
of Bangalore between the age group 20-70 who are the users of Maruthi Suzuki. Instrument of
data collection is questionnaire.
Sampling technique:
A simple random technique was adopted to select the representative sample from the
sampling unit.
16
LIMITATIONS OF THE STUDY
The findings of the study are based on the assumption that the respondents divulged
correct information.
The study is time bound, due to rapid changes in the market, expectation level of
consumer’s, introduction of new products.
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COMPANY
PROFILE
18
INDUSTRYPROFILE
HISTORY OF AUTOMOBILES
In 1953, the government of India and the Indian private sector initiated manufacturing
processes to help develop the automobile industry, which had emerged by the 1940s in a
nascent form. Between 1970 to the economic liberalization of 1991, the automobile industry
continued to grow at a slow pace due to the many government restrictions.
· 1897 First Person to own a car in India - Mr. Foster of M/s Crompton Greaves
Company, Mumbai
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· 1901 First Indian to own a car in India - Jamshedji Tata
· 1905 First Woman to drive a car in India - Mrs. Suzanne RD Tata
· 1905 Fiat Motors
· 1911 First Taxi in India
· 1924 Formation of traffic police
· 1928 Chevrolet Motors
· 1942 Hindustan Motors
· 1944 Premier Auto Limited
· 1945 Tata Motors
· 1947 Mahindra Motors
· 1948 Ashok Motors
· 1948 Standard Motors
· 1974 Sipani Motors
· 1981 Maruti Udyog
· 1994 Rover Motors
· 1994 Mercedes Benz
· 1994 Opel
· 1995 Ford Motors
· 1995 Honda SIEL
· 1995 Reva Electric Car Company
· 1995 Daewoo Motors
· 1996 Hyundai Motors
· 1997 Toyota Kirloskar Motors
· 1997 Fiat Motors (Re-Entry)
· 1998 San Motors
· 1998 Mitsubishi Motors
· 2001 Skoda Auto
· 2003 Chevrolet Motors (Re-Entry)
Following the economic reforms of 1991, the automobile section underwent deli censing and
opened up for 100 percent Foreign Direct Investment. A surge in economic growth rate and
purchasing power led to growth in the Indian automobile industry, which grew at a rate of
17% on an average since the economic reforms of 1991.
20
The industry provided employment to a total of 13.1 million people as of 2006- 07, which
includes direct and indirect employment. The export sector grew at a rate of 30% per year
during early 21st century. However, the overall contribution of automobile industry in India to
the world remains low as of 2007.
Increased presence of multiple automobile manufacturers has led to market competitiveness
and availability of options at competitive costs. India was one of the largest manufacturers of
tractors in the world in 2005-06, when it produced 2,93,000/- units. India is also largely self-
sufficient in tyres production, which it also exports to over 60 other countries. India produced
72 million tyres in 2010. Fig. showing the
OVERVIEW
India’s car market has emerged as one of the fastest growing in the world. The number of cars
sold domestically is projected to double by 2010, and domestic production is skyrocketing as
foreign makers are setting up their own production plants in India. The government’s 10-year
plan aims to create a $145 billion auto industry by 2016.
21
According to McKinsey, the auto sector’s drive to lower costs will push outsourcing. The auto
sector could be worth $375 billion by 2015, up from $65 billion in 2002. McKinsey thinks
India could capture $25 billion of this amount. Out of 400 Indian suppliers, 80 percent have
the ISO 9000 certificate—the international standard for quality management.
The production of automobiles in India is largely aimed at local consumers. Several Indian
Manufacturers also export a diverse variety of auto components. Tiku (2008) predicts a sale of
4.2 million four wheeler automobiles in India by 2015. Indian passenger vehicle exports are
also expected to rise from 170,000 in 2006 to 500,000 in 2010. Indian automobile companies.
COMPANY PROFILE
22
Maruti Suzuki India limited, a subsidiary of SMC, Japan, is the leader in passenger cars and
multipurpose vehicle (MPVs) in India, accounting for almost 55% of the total industry sales.
The company formerly known as Maruti Udyog limited was incorporated as a joint venture
(JV) between government of India and SMC, Japan on 24 th February, 1981.The first car was
rolled out from its Gurgaon facility on 14 Dec 1983.Since then; it has sustained its leadership
position in the Indian car market.
We, at Maruti Suzuki, celebrated 26 years of car manufacturing in India 2009-10. Having
achieved manufacturing excellence in India, we are now in the process of enhancing our R&D
capabilities to design and develop cars.
In 2009-10, the company sold 722,144 cars in the domestic market and exported 70,023
cars .Cumulatively, it has produced and sold over seven million cars .The total income of the
company for 2009-10 stood at Rs. 214,538 million (USD4.46 billion@ 1USD=Rs.48). We
now aim at selling 750,000 units in the domestic market and exporting 130,000 units in 2009-
10.
23
Maruti Suzuki has a strong balance sheet with Reserves and Surplus of Rs.92, 004 million &
debt equity ratio of 0.07 as on 31st March, 2010.
DOMESTIC SALES AND SERVICE NETWORK
TOTAL SERVICE NETWORK--------------2767
TOTAL SALES NETWORK-------------681
REGIONAL OFFICES--------------------16
AREA OFFICES----------------------09
ZONAL OFFICES------------------04
DELHI CORPORATE OFFICE The company has the largest sales and service network
amongst car manufacture in India .It had 681 sales outlets in 454 cities as on 31 st March,
2009. The car park of the company is in excess of seven million vehicles and to service this
car park ,the company has 2,767 service workshops in 1,314 cities .The service network of
Maruti Suzuki includes Dealer workshop, Maruti Authorized services stations
(MASs),Maruti service masters (MSM)and Maruti service Zones (MSZ).
Besides selling and servicing vehicles, the company provides its customers with “one stop-
shop” experience such as automobile Finance, Automobile insurance, Maruti Genuine Parts
and Accessories, Extended warranty and Maruti Certified pre-owned car outlets in 181 cities
as on 31st March, 2009.
EXPORTS
Maruti Suzuki exported the first lot of 500 car to Hungary in September, 1987.Presently, we
are exporting to over 100 markets in Europe, Asia, Latin America, Africa and
Oceania.In2008-09, the company launched a new model A-Star that meets stringent European
safety and emission regulation. The company has exported over 500,000 cars so far.
PORT FACILITIES FOR EXPORT
In 2009-10, in association with Mundra Port SEZ Limited, the company had set up the
company had set up the state-of -the art facilities at Mundra Port ,Gujarat for Export terminal
offers a “Roll On, Roll Off”(RORO) berth ,which speeds up the loading process and
minimizes the chance of damage to cars. The company also has a Pre-Delivery Inspection
(PDI) Centre at Mundra.
In a first of its kind initiative, the company, in partnership with Indian Railways, has
developed double Decker rail wagons for transporting export cars Mundra.
24
MARUTI AND CRM:- Maruti created a land-mark in CRM by launching a website for
the customers in the year 1998.
Maruti Auto Card-- Auto Card brings the customer all the advantages of an international
credit card in addition to bringing the customer an opportunity.
MARUTI SUZUKI SALES IN 2009-2010 (MILSTONE)
Car market leader Maruti Suzuki India Limited sold a total of 10, 18,365 vehicles in 2009-10.
This is the first time in Indian automobile history that a car company has sold over a million
units in a financial year. This included 8, 70,790 units sold in the domestic market, the highest
ever by the company in a fiscal. The export sales of 1, 47,575 units in the year were the
highest ever annual exports by the company.
The total sales numbers in 2009-10 mark a growth of 29 per cent over last financial year.
Maruti Suzuki's total sale in 2008-09 was 792,167units.
The domestic sales in the fiscal, in A2 segment grew by 23.8 per cent while in the A3 segment
the sales growth was 30.8 per cent, as compared to 2008-09
The export numbers in the year were led by A-star. This fuel efficient compact car clocked
over 1.27 lakh export sales in the fiscal. A-star was exported across Europe including United
Kingdom, France, Germany, Italy, Netherlands etc. The major non-European export markets
are Algeria, Chile, Indonesia and neighboring countries. South Africa, Hong Kong, Australia
and Norway were new markets where Maruti Suzuki cars were exported during the year.
exports of 15,593 units. The previous highest monthly exports were in August 2009 at 14,847 units.
The sales numbers for March 2010 and the fiscal 2009-10 are as under:
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In March Till March
Segment Models
2010 2009 % Change 2009-10 2008-09 % Change
A1 M800 2762 2430 13.7% 33028 49383 -33.1%
C Omni, Versa, Eeco* 10875 6021 80.6% 101325 77948 30.0%
Alto, Wagon-R,
A2 Estilo, Swift, A-Star, 54763 55415 -1.2% 633190 511396 23.8%
Ritz*
A3 SX4, DZire 10453 8595 21.6% 99315 75928 30.8%
Total Passenger Cars 78853 72461 8.8% 866858 714655 21.3%
MUV Gypsy, Grand Vitara 677 1394 -51.4% 3932 7489 -47.5%
Domestic 79530 73855 7.7% 870790 722144 20.6%
Export 15593 11814 32.0% 147575 70023 110.8%
Total Sales 95123 85669 11.0% 1018365 792167 28.6%
*Ritz launched in May 2009, Grand Vitara launched July 2009 and Eeco launched in January 2010
On March 23, 2010, Maruti Suzuki rolled out the one millionth car of the year 2009-10. This feat takes the
company into a very select group of global automakers with such volumes.
Maruti Suzuki is now expanding its production capacity to reach 12, 50,000 units (1.25 million) by 2012. In
March 2010, the company announced an investment of Rs 1,700 Crore for expansion of the production
facilities by 2.5 lakh units at its Manesar plant.
A spate of new launches and product refreshments during 2009-10 helped the company to clock sterling
performance in the fiscal. These included Maruti Suzuki Ritz (May 2009), all-new Grand Vitara (July'09),
new Estilo with K-series engine (Aug'09), new SX4 with VVT engine and SX4 with automatic transmission
(Oct'09) and Eeco (January 2010).
26
The sales figures for May 2010 are given below:
AWARDS
Indian award
No. 1 in Initial Quality Study - JD Power
Total Customer Satisfaction - TNS Study
Car of the Year - BS Motoring
Car of the Year - CNBC Autocar
Best Value for Money Car - CNBC Autocar
Best Design and Styling - CNBC Autocar
Viewer's Choice - CNBC Autocar
Small Car of the Year - NDTV Profit
Design Car of the Year - BBC Top Gear
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Car of the Year – Overdrive
Number one premium compact car in - JD POWER INDIA APEAL STUDY 2007
International Awards
Japan:
RJC Car of the Year - Automotive Researchers' & Journalists' Conference
2005-2006 Car of the Year Japan "Most Fun" - COTY
Goof Design Award - Japan Industrial Design Promotion Organization
National Business Review Small Car of the Year - The National Business Review
Australia:
2005 Cars guide Car of the Year - Cars guide
United Kingdom:
2005 Car of the Year - CAR (Automobile Magazine)
Malaysia:
NST MasterCard Car of the Year 2005 "Small Car" - New Strait Times
China:
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2005 Chengdu Market Car Ranking "Best Design" - Chengdu Economic Daily
29
Foreign companies entering market; so a bigger threat from MNCs.
To the market share, as many big names are coming in the industry
There is hardly any diesel models
Rs. 1 lakh – Rs. 1.5 lakh car
COMPANY PRODUCT
The company offers a portfolio of 13 brands, ranging from the people’s car Maruti 800 to the
stylish hatch – back, Swift, SX4 sedan and luxury sport utility vehicle (SUV), Grand Vitara.
More than half the cars sold in India wear a Maruti Suzuki badge. As per the classification by
the society of Indian Automobile manufacturers (SIAM), Maruti Suzuki models are
categorized under the following heads:
A1 Segment (up to 3400 mm) : Maruti 800
A2 Segment (3400 mm to 4000 mm): Alto, Estilo, WagonR, A-star, Ritz, Swift
A3 Segment (4000mm to 4500 mm): Dzire & SX4
Multy utility Vehicle (MUA) Segment: Gypsy & Grand Vitara
Multi Purpose vehicle (MPV) Segment: Omni & Versa
(1)Maruti 800 -change your life: - Maruti 800 has gone beyond just being a car
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exemplifies the benchmark in build ,quality & reliability in a compact
car. These a attributes make it the largest selling car in Indian automobile market .This is
testified by the 24 hr endurance record set by covering 3,082 kms in 24 hrs at an average
speed of 128 kmph.
(3)Dzire-The heart car: - A car that has everything you ever desired; striking looks, l
(4) SX4- Men are back:- Revolutionary European design ,world class “drive by wire”
Equipped with twin –ACs, large sliding doors and flexible seating,
the Versa encourages family and friend to enjoy long drives and getaways together. In spite of
being so spacious, its design allows for easy maneuverability in the city.
(7) SWIFT –You are the fuel: A new kind of computer car ,one that’s based on a fresh
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(9) WAGONR-For the smarter race:- Drive with complete peace of mind .The world class
safety features of the WagonR keeps you safe and secure, always.
Wearing new vibrant colors, the new WagonR is full of freshness and energy to keep you
charged up and always ready to go.
(10) GYPSY KING –There is a Gypsy in everyone:- With superb maneuverability,
design and technology, with its all new aerodynamic design , Estilo
sets the benchmark and makes each drive a fresh new experience .Complementing its stylish
looks are new ,classy and elegant interiors that redefine comfort .What’s more ,the all new
Estilo with its advance K-series engine gives you incredible power each time you turn on the
ignition.*Launched in August,2009
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(12) A-STAR- Stop @ Nothing:- Designed to perfection ,driven only to succeed ,A-Star has
taken over the world. Made in India to meet European standards, the car symbolizes the
A1------- 800
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A2------- Alto, Zen, WagonR, Swift, A-star
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Table 1
Classification of the respondents on the basis of their Occupation
Interpretation
36
The above table interprets that the working class constitutes 70 % and the non working class
30 % of the respondents.
Majority of the respondents are form working class who use Maruthi Suzuki connection, apart
this interesting to note that even non working class also use Maruthi Suzuki connection
significantly.
Graph 1
Classification of the respondents on basis of their Occupation
37
Table 2
Classification of respondents on the basis of their monthly income
Interpretation
The above data indicates that most of the respondents belong to the middle and upper income
group which play an important role in purchase of Maruthi Suzuki.
38
Graph 2
Classification of respondents on the basis of their monthly income
39
Table 3
Classification of respondents on the basis of their awareness towards different Auto Mobile
companies.
40
Graph 3
Classification of respondents on the basis of their awareness towards different Auto mobile
Companies
Interpretation
The above table interprets that 34 % of the respondents are aware of the brand BMW, 18 % of
the respondents are aware of the brand TaTa, 23 % of the respondents are aware of the brand
Hundai, 22 % of the respondents are aware of the Maruthi Suzuki and 3 % of the respondents
are aware of the Fords..
41
Table 4
Classification of respondents on the basis of their usage of other Auto Mobile other than
Maruthi Suzuki
Interpretation
The above table interprets that 51 % of the respondents are using India Infoline, 15 % of the
respondents are using Indiabulls, 20 % of the respondents are using Carvy, 12 % of the
respondents are using Maruthi Suzuki and 2 % of the respondents are using Anagram.
42
Graph 4
Classification of respondents on the basis of their usage of other network other than Maruthi
Suzuki
2%
12%
20%
51%
15%
43
Table 5
Interpretation
The above table interprets that 25 % of the respondents are influenced to purchase by TV Ads,
27 % of the respondents are influenced to purchase by Print Media, 08 % of the respondents
are influenced to purchase by Radio (FM), 12 % of the respondents are influenced to purchase
by Hoardings, 28 % of the respondents are influenced to purchase by Word of mouth.
Majority of the respondents are influenced to purchase by TV Ads, Print Media and Word of
mouth.
44
Graph 5
Classification of respondents on the basis of their influence to trade through different Auto
Mobile companies.
45
Table 6
Classification of respondents on the basis of their reference to open Demat account
Total respondents 100:
Interpretation:
The above table interprets that 15 % of the respondents are influenced by Family to open, 21
% of the respondents are influenced by Dealers to Open, 33 % of the respondents are
influenced by Friends to Open, 29 % of the respondents are influenced by Self and remaining,
02 % of the respondents are influenced by Others reference.
46
Graph 6
Classification of respondents on the basis of their reference to purchase
47
Table 7
Classification of respondents on the basis of their opinion towards promoting a brand through
different Medias.
Interpretation:
The above table interprets that 47 % of the respondents are given opinion to promote Brand
by TV, 21 % of the respondents are given opinion to promote Brand by Radio, 18 % of the
respondents are given opinion to promote Brand by Print remaining 14 % of the respondents
are given opinion to promote Brand by Hoardings.
Majority of respondents are given their opinion towards promoting a brand by TV Media
48
Graph 7
Classification of respondents on the basis of their opinion towards Promoting a Brand through
different media.
49
Table 8
Classification of respondents on the basis of their opinion towards Brand is important to make
a buying a car.
Interpretation:
The above table interprets that 53 % of respondents are given opinion towards Brand is
important to make To Buy A Car.
47 % of respondents are given opinion towards Brand is not important to make To Buy A Car.
50
Graph 8
Classification of respondents on the basis of their opinion towards Brand is important to make
a To Buy A Car.
51
Table 9
Classification of respondents on the basis of their opinion towards Brand Maruthi Suzuki is
influenced their Buying A car .
Interpretation:
The above table interprets that the 53 % of respondents are given their opinion that Brand
Maruthi Suzuki influence their To Buy A Car.
Remaining 47 % of the respondents are not influenced by the Brand Maruthi Suzuki.
52
Graph 9
Classification of respondents on the basis of their opinion towards Brand Maruthi Suzuki is
influenced their To Buy A Car.
53
Table 10
Classification of respondents on the basis of their preference towards the Maruthi Suzuki
Total respondents 100:
Interpretation:
The above table interprets that the when respondents were asked their usage preference
towards Maruthi Suzuki. 25 % of the respondents said, they like the Maruthi Suzuki as a
popular Brand. 32 % of the respondent said they like the service provided by the Maruthi
Suzuki. 13 % of the respondents said they were motivated by Mileage, 13 % of respondents
said they like the offers and schemes and 12 % of the respondents said that is easy to Trade
and 5 % of the respondents said they used Maruthi Suzuki due to other reasons.
Graph 10
Classification of respondents on the basis of their preference towards the Maruthi Suzuki
54
5% Networth as a Popular
12% Brand
25%
Service
Mileage
13%
Offers and schemes
Easy to Trade
13%
32% Others
55
Table 11
Classification of respondents on the basis of their opinion towards the Brand Ambassador to
promote a product
Interpretation:
The above table interprets that 45 % of the respondent said that Brand Ambassador is
necessary to promote a product. 55 % of the respondent said that Brand Ambassador is not
necessary to promote a product.
56
Graph 11
Classification of respondents on the basis of their opinion towards the Brand Ambassador to
promote a product.
57
Table 12
Classification of respondents on the basis of their opinion towards the Brand “Maruthi
Suzuki”
Brand Maruthi
Sl. No. Suzuki No of Respondents Percentage
1 Suggestive 35 35 %
2 Appropriate 29 29 %
3 Easy to remember 36 36 %
Total 100 100 %
Interpretation:
The above table interprets that 35 % of the respondents given importance that Maruthi Suzuki
brand is suggestive. 29 % of the respondents given importance that Maruthi Suzuki brand is
Appropriate and 36 % of the respondents given importance that Maruthi Suzuki brand is Easy
to remember
Majority of the respondent’s given their opinion that Maruthi Suzuki brand is Suggestive &
Easy to remember.
58
Graph 12
Classification of respondents on the basis of their opinion towards the Brand “Maruthi
Suzuki”
59
Table 13
Classification of respondents on the basis of their opinion towards the Brand “Maruthi
Suzuki” is not the name of the product but image created for the service.
Interpretation:
The above table interprets that 63 % of the respondents agreed that Maruthi Suzuki brand is
not the name of the product but image created for the service. And 37 % of the respondents
are disagreeing that Maruthi Suzuki brand is not the name of the product but image created
for the service.
Majority of the respondents are agreed that “Maruthi Suzuki brand” is not the name of the
product but image created for the service.
60
Graph 13
Classification of respondents on the basis of their opinion towards the Brand “Maruthi
Suzuki” is not the name of the product but image created for the service.
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.
Table 14
Classification of respondents on the basis of their opinion about Brand with service provided
by Maruthi Suzuki
Total respondents 100:
Interpretation:
When the respondents asked about their opinion towards brand with service provided by
Maruthi Suzuki, 29 % of the respondents said that it was very good, 43 % of the respondents
said that it was good, 18% of the respondents said that it was satisfied and 10% of the
respondents said that it was poor.
Majority of the respondents said that the brand with service provided by Maruthi Suzuki is
good.
Graph 14
Classification of respondents on the basis of their opinion about Brand with service provided
by Maruthi Suzuki
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FINDINGS
That the majority of the respondents liked advertisement as they hear “Brand Maruthi
Suzuki”.
That the majority of the respondents bought Maruthi Suzuki because of popularity in
brand and service.
That the majority of the respondents express that Maruthi Suzuki brand is easy
remember.
That the majority of the respondents struck to Maruthi Suzuki as not a name but
because of its brand image.
That the majority of the respondents are expressed advertising is important for a
brand.
That the majority of the respondents are in the favour of brand with service given by
Maruthi Suzuki is good.
After general survey and introduction with the Maruthi Suzuki users it was found.
That most of the respondents were from middle and upper middle class.
That most of the respondents are from working class.
That majority of the respondents are aware of Maruthi Suzuki.
That the majority of the respondents are using Maruthi Suzuki Demat only.
That the majority of the respondents give importance to brand for any purchase.
That the majority of the respondents influenced their Trade by brand Maruthi Suzuki
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SUGGESTIONS
Maruthi Suzuki conduction survey, collection and always of gathers data and
interaction with users, it is suggested.
That Maruthi Suzuki should make their plans more economical for all classes.
That Maruthi Suzuki should focus on the age group of 50 and above.
That Maruthi Suzuki should chalk out new plans to attract more female users.
That Maruthi Suzuki should make new and lucrative strategies and schemes separately
for students and pensioners to make them brand loyal.
That Maruthi Suzuki should keep on bringing out new time attractive offers and
schemes to increase brand value.
That Maruthi Suzuki should bring advertisement in print media and audio to attract
more consumers towards brand.
That Maruthi Suzuki should focus more on music, theme of advertising than the brand
ambassador.
That no doubt Maruthi Suzuki has more visual identity, but it should work to create
strong brand identity.
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CONCLUSIONS
It is concluded that the over all field of Maruthi Suzuki is appreciable, in the
prevailing cut threat competition among the powerful telecom industry it appeared that
Maruthi Suzuki has not only entered play but to win and indeed it has one. If Maruthi Suzuki
continues its brand identify, awareness, image and service as it is doing now it would not be
exaggerating Maruthi Suzuki may force other brands vanish from the market. It appears that
the brand Maruthi Suzuki has no doubt made these mobile handsets available in the hands of
people of all walks, but with an eye on monetary gain.
It is a privilege to flash or own a brand Maruthi Suzuki, it has become an identity of pride and
fashion. The growth of Maruthi Suzuki was graphically ascending but steadily spreading its
wings all over the market with uniformity. The Maruthi Suzuki brand enables customer to
identify so well that he is tempted to levy it again. There by setting him to be among the upper
and privilege class.
Brand awareness of the Maruthi Suzuki it as such providing ideas, feelings to a common man
to enjoy the service
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Bibliography:
Brand management: a theoretical and practical approach
Rik Riezebos, H. J. Riezebos, Bas Kist – 2003
www.slideshare.com
www.Maruthi Suzuki.com
www.automobileindia.com
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QUESTIONNAIRE
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1. ARE YOU EMPLOYED?
YES NO
A) BMW
B) FORD
C) TA TA
D) MARUTHI SUZUKI
E) BENZ
A) BMW
B) FORD
C) TA TA
D) MARUTHI SUZUKI
E) BENZ
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5. WHICH AUTO MOBILE COMPANY DO YOU PREFER TO USE?
A) BMW
B) FORD
C) TA TA
D) MARUTHI SUZUKI
D) SELF E) OTHERS
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10 . WHICH FEATURE INFLUENCED YOU TO PREFER THE
MARUTHI SUZUKI ?
A) MARUTHI SUZUKI AS A POPULAR BRAND B) SERVICE
C ) MILAGE D) OFFERS AND SCHEMES
E) EASY TO TRADE F ) OTHERS
11. WHAT IS YOUR OPINION TOWARDS BRAND AMBASSADOR TO
PROMOTE A PRODUCT?
A) YES B) NO
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