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INTRODUCTION
The word Brand has its Origin in the Norwegian word Brand,
which means to burn. In ancient times, farmers used to put burn
marks as identification on lively stock to distinguish their
possessions.
A brand is defined as a name, term, sign, symbol (or)
special
group of words, or
and to
Brand
loyalty,
commitment
to
in
marketing,
repurchase
or
consists
otherwise
of
a consumer's
continue
using
through
their
repeat purchases,
irrespective
of
to
may
individuals
a
particular
evaluate
the
or
organizations-to
manufacturer
identical
or
product
assign
distributor.
differently
easily
duplicate
manufacturing
processes
and
product
of
global
brands
include
Coca-Cola,
McDonald's,
Marlboro, Levi's etc.. These brands are used to sell the same
product
across
multiple
markets,
and
could
be considered
Quicker
identification
and
integration
of
innovations
(discovered worldwide)
Corporate slogan
Product names
Product features
Positioning
Language differences
Local Brand
A brand that is
attending,
for
example
with
musical
pleasure
or
Geography
Areas of the world also have essential qualities that are seen as
characterizations, and hence also have brand. These areas can
range from countries to state to cities to streets and buildings.
Those who govern or represent these geographies will work hard
to develop the brand. Cities, for example, may have de-facto
brands of being dangerous or safe, cultural or bland, which will
be used by potential tourists in their decisions to visit and by
companies in their decisions on where to set up places of
employment
MARUTI SUZUKI holds a good name and fame in the market in its
long run. With lots of changes and adoptions the company has
established a brand image in the market.
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REVIEW OF LITERATURE
Marcel Gommans, Krish S. Krishnan & kartrin B.Scheffold (2001)in
her study from brand loyalty to E-Loyalty conceptual frame work
,disused about brand loyalty they felt that with rapid growth of E
commerce and online consumers shopping trends the importance
of building and maintaining customer loyalty in electronic market
place has come in to shaper focus in marketing theory and
practice .this paper integrates previous research in the field of the
brand loyalty to present a conceptual frame work E-Loyalty and
its understanding drives implications for e marketing practice and
future research directions also presented.
The concept of brand loyalty has sparked renewed interest in
resent years this seams to echo the emergency of relationship
12
experience
level of
in
competitive
environments.
to
retain
an
old
one.
5 million
members.[ BPCL's
PetroBonus
is
pioneering program and also one of the largest in the country with
about 2 million members for the fuel card program. It also has
variants for fleets and convenience store customers. Likewise IOC's
Fleet Card Program XTRAPOWER has recently crossed 1 million
mark. IOC has launched a loyalty program XTRAREWARDS for
Retail Customers.
The Maruti Suzuki Auto CAD, launched in association with Citibank
and Indian Oil had 370,000 cardholders as at October 2008.
Program management
Across the globe loyalty programs are increasingly finding the
need to outsource strategic and operational aspects of their
programs, given the size and complexity a loyalty program entails.
15
16
Customer
Experience.
'It is in tough times like these where marketers are rewarded for
their investment in brand loyalty programs. A brand loyal customer
is one who buys your brand more frequently and spends more
when
they
do,'
Danziger
explains.
For luxury brands that haven't yet taken steps to build a brand
loyalty program, it isn't too late. But before you start printing
membership cards and issuing points, take a step back. Only the
best constructed and most strategic loyalty programs are capable
of encouraging affluent consumers to come back to your brand
time
and
again.
customer
base,'
says
Danziger.
17
fob
or
card
18
in
the
wallet,'
says
Danziger.
The main
elements
reflecting
of
positive
brand
loyalty
que
logo
As such a study is
19
customers
2. To analyzing the factor influencing the Purchase of Maruti
Brand
3. To assess the Customer Satisfaction with Maruti 4 Wheelers
4. To study brand loyalty with the service of Mithra Agencies
20
RESEARCH METHODOLOGY
RESEARCH PROBLEM
Since Maruti is one for the most popular brands in India , there is a
high need to understand whether the customers are loyal to the
brand and have any kind of influence from its awareness.
Retaining customers is the main objectives of any company, so a
study to understand the influence of brand awareness seems to be
not going vain.
HYPOTHESIS OF THE STUDY:
Ho: The annual income of the customer and their brand awareness
of Maruti Suzuki are independent
Ho: Annual Income of the customer and their decision of buying
Maruti Suzuki brand car are independent
DATE SOURCE:
The data for the study will be collected both from primary and
secondary sources. A well defined questionnaire will be distributed
to the customers, together required information. Data will be also
be collected through books, journals and will be conducted
websites.
SAMPLE SIZE:-
21
x 2 (O E )2 / E
Where O = observed frequencies
E = expected frequencies
Degree of freedom (V) = n-k
n = number of frequencies classes.
K = number of independents constrains.
For a contingency table with rno. of rows and c of
columns.
The degree of freedom is
r = (r-1) (c-1)
Divide (O-E) 2 with the expected frequency.
Obtain
(O E )2 / E
22
OPERATIONAL DEFINITION:
BRAND AWARENESS:
Brand Awareness of the ability of a potential buyer to
recognize /recall that a brand is part of a product category
BRAND VALUE:Brand value is functions of the customer perception, his /
her attitude towards it, and the economic value (or) price that that
the customer attaches to the brand.
PERCEIVED QUALITY:
Perceived quality is the bench mark by which the customer
evaluate different brand on quality.
BRAND STRATEGY:
Brand strategy is a set of actions deliberately chosen after a
careful evaluation of alternatives, to help the strategist actualize
his vision and achieve brand long-term objectives.
BRAND ASSOCIATIONS:
Invariably are brands come to acquire a meaning in the mind of
the customers. Customer association different dimensions of the
product, including its use and use situations to the brands.
23
24
INDUSTRY PROFILE
Automobile Industry
History:
25
26
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.
transport
systems
based
around
the
car
have
proved
27
28
29
is
king.
Luxury
cars,
Passenger
cars
&
COMPANY PROFILE
HISTORY:
Maruti Udyog Limited (MUL) was established as a private limited
company in India on February 1981, through an Act of Parliament
to meet the growing demand of a personal mode of transport
caused by the lack of an efficient public transport system. MUL is
wholly owned by the Govt. of India at the time of its birth.
Suzuki Motor Company was chosen from seven prospective
partners world wide. This was due not only to their undisputed
leadership in small cars but also to their commitment to actively
bring to MUL contemporary technology and Japanese management
practices (which had catapulted Japan over USA to the status of
the top auto manufacturing country in the world)
MUL was classified in the Public Sector as long as the equity of
Government of India remained over 51% . A license and a Joint
Venture agreement were signed between Govt. of India and Suzuki
Motor Company (now Suzuki Motor Corporation of Japan) in Oct
1982, with Suzuki Motor Corporation (SMC) acquiring 26% of the
equity. This newly formed organisation was given the primary
objectives of:
Modernizing the Indian Automobile Industry by bringing in the
latest technology Production of fuel- efficient vehicles to conserve
32
Openness
and
Learning,
Quality
Systems
and
Industry
Automotive
1981
(as
Founded
Maruti
Udyog
Limited)
Headquarte
rs
Key people
Products
Revenue
Parent
34
Shinzo
Nakanishi,
and
54.2%
by
Suzuki
of
Japan.
The
BJP-led
Udyog)
are
sold
by
Suzuki
Motor
Corporation
and
engines
and
transmissions.
Manesar
and
Gurgaon
36
built
units(CBU),
remaining
all
models
are
38
was
"incompetent"
and
wanted
someone
else.
demanding
revision
of
the
incentive-linked
pay
and
corporate
office
demanding
commencement
of
ORGANISATIONAL
Chairman-
STRUCTURE
Mr. R. C. Bhargava
Director
Director
Director
Mr. D. S. Brar
Director
Director
Director
Director
41
CAR MODEL
42
Mr.
43
Manufactured locally
1. 800 (Launched 1983)
2. Omni (Launched 1984)
3. Gypsy (Launched 1985)
4. WagonR (Launched 2002)
5. Alto (Launched 2000)
6. Swift (Launched 2005)
7. Estilo (Launched 2009)
44
11.
12.
13.
14.
15.
46
48
MITHRA AGENCIES
The Mithras Agencies is one of the best car showrooms in
Hyderabad located at Himayat Nagar.The Mithra Agencies
provide a wide variety of services for your car. People here speak
very good English and they are very kind at receiving customers.
The Mithra Agencies provide services at reasonable prices. Also
one can see a wide variety of cars kept for display in the
showroom.All company cars are available here. Also the showroom
charge for cars you buy is very less when compared with other car
show room. The Mithra Agencies is a very good place to have a
luxurious car. You will get full satisfaction for the money you pay. It
invites Sales experts for Himayath Nagar, Mehdipatnam, L.B.
Nagar, Ghatakeshar, Bhuvanagiri, Kampala, Ibrahim Putnam,
Chevella, Paige, Tan door, Vikarabad locations.
49
ACHIEVEMENTS&STRENGTHS
1.
It has been ranked All India 16th in the Balanced Score Card
customers who are repeat buyers the obvious reason for being the
50
WORKSHOPS
The Mithra agencies have four state- of- the- art workshops
situated in the prime localities of the city. The following below are
the workshops offered by Mithra agencies.
1. Madhapur
2. RTC X roads
3. Moosapet
4. LB-Nagar.
BRANCHES
The Mithra agencies have three branches situated in the prime
localities of the city. The following below are the branches of Mithra
agencies
1.
2.
3.
TRUE VALUE:
also.
SECTIONS
RTA
51
SELLING UNITS
Mithra agencies usually sell 300 cars in all 3 branches per month.
The total turnover yields approximately 15 crores.
Organizational Structure
MD
CEO & GM
DGM
HR Manager
52
Accounts Manager
Customer
Sales Manager
Care
Manager
TeamLeader
&
Sales Executive
MD
COO
: V.BALAJI
DGM
: T.R.K.REDDY
HR MANAGER
: P.CHALAMA REDDY
: P.BHIKSHAPATHI GOUD
G.V.N.REDDY
T.NAVEEN
tension
Insurance
policy
and
at
cheap
Genuine
Accessories.
In
this
target
MITHRA
AGENCIES
has
won
many
NO.1
53
The team
Assistant
drivers,
Managers,
servicing
Marketing
employees,
Executives,
software
Team
employees,
customer care executives, and other posts. They are kindly helping
MBA Final year students in giving the opportunity for doing the
project work successfully and also providing the jobs for efficient
project work students. They sell more cars on festival occasions
and on year endings.
taken by
54
This
organization
GOOD SERVICING
COUNTRY
55
56
Brand
loyalty
is
more
than
simple
repurchasing,
however.
Usage rate
Most important of all, in this context, is usually the 'rate' of usage,
to which the Pareto 80-20 Rule applies. Kotler's 'heavy users' are
57
Loyalty
A second dimension, however, is whether the customer is
committed to the brand. Philip Kotler, again, defines four patterns
of behaviour:
1. Hard-core Loyals - who buy the brand all the time?
2. Split Loyals - loyal to two or three brands.
3. Shifting Loyals - moving from one brand to another.
4. Switchers - with no loyalty (possibly 'deal-prone', constantly
looking for bargains or 'vanity prone', looking for something
different).
Industrial markets
In industrial markets, organizations regard the 'heavy users' as
'major accounts' to be handled by senior sales personnel and even
managers; whereas the 'light users' may be handled by the
general sales force or by a dealer.
Portfolios of brands
Andrew Ehrenberg, then of the London Business School said that
consumers buy 'portfolios of brands'. They switch regularly
between brands, often because they simply want a change. Thus,
'brand penetration' or 'brand share' reflects only a statistical
chance that the majority of customers will buy that brand next
time as part of a portfolio of brands they favour. It does not
guarantee that they will stay loyal.
Influencing the statistical probabilities facing a consumer choosing
from a portfolio of preferred brands, which is required in this
context, is a very different role for a brand manager; compared
with the much simpler one traditionally described of
recruiting and holding dedicated customers. The concept also
emphasizes the need for managing continuity.
59
1. Analysis of Gender
No. of
Gender
respondents
96
4
Male
Female
Percentage
96%
4%
Analysis of Gender
Interpretation:
The above table shows that 96%customers are male, and only 4%
customers are female so the company has to increase the level of
female users.
61
Age
No. of
Percentage
25to 30
respondents
16
31 to 35
18
18%
36to 40
26
26%
41to 45
30
30%
46 and above
10
10%
16%
Interpretation:
The above table shows that 20-25 age group customers are 16%;
26-30 age group customers are 18%; 31-35 age group customers
are 26%; 36-40 age group customers are 30% and 41 and above
age customers are 10%.
3. Analysis of Occupation
62
No. of
respondents
20
46
34
Percentage
20%
46%
34%
Interpretation:
The above table shows that 20% of customers are Doctors, 34%
customers are employees and 46% are customers are business.
So company has to look in to increasing using of students
4. Income of Respondents
Income per
No. of
Percenta
month
0 10000
respondents
4
ge
14%
24
30%
15001- 20000
52
34%
> 20001
20
22%
63
10001 15000
Interpretation:
The above table
5. Car Model
No. of
Percenta
Maruti 800
respondents
40
ge
40%
Swift
24
24%
Wagon R
12
12%
others
24
24%
Car Model
64
Interpretation:
The above table 4.5 shows that 40 % of the customers are using
Maruti 800 followed by 24 % using Swift and 12 % using Wagon R
where the company should further try to increase the brand usage.
Awarene
No. of
Percenta
ss
respondents
ge
Yes
100
100%
No
0%
Interpretation:
The above table shows that 100% respondents known the brand
name of Maruti.
age of car
respondents
66
Percentage
24
24%
1-2years
20
20%
2-4years
44
44%
4years-above
12
12%
Interpretation:
The above table shows that 24% of the customers using below one
year, 20% of the customers cars 1-2 years, 44% customers are
using cars 2-4 years, 12% of customers are using cars 4- years
above where the company should increase usage levels
8. Awareness of the show room
Awareness of Show
No of
room
advertisement
Respondents
44
67
Percentage
44%
36
20
0
36%
20%
0%
Interpretation:
The
above
table
shows
that
44%
customer
awareness
No of
Respondents
24
56
Percentage
24%
56%
20
0
20%
0%
Interpretation:
The above table shows that 24%customers using for family use,
56% customers using for
10.
No of
brand
brand image
safety
mileage
features
Respondents
32
20
40
8
69
Percentage
32%
20%
40%
8%
Interpretation:
The above table shows that 32% customers using for brand
image ,20% customers using for safety ,40% customers using for
mileage, 8% customers using for features. So the company should
increase features
11.
Satisfaction of car
yes
no
No of Respondents
84
16
70
Percentage
84%
16%
Interpretation
The above table shows that 84% customers are satisfied, 16%
customers are not satisfied.
12.
Rating of Maruti
Brand
Excellent
Good
Average
Poor
No of Respondents
Percentage
44
36
20
0
44%
36%
20%
0%
71
Interpretation:
The above table shows that 44% customers are response is
excellent, 36% customers are response is good , 20% customers
are response is good
13.
Performance of
the car
excellent
good
average
poor
No of Respondents
Percentage
32
46
22
0
32%
46%
22%
0%
72
Interpretation:
The above table shows that 32% customers are response are
excellent, 46% customers are response is good , 22% customers
are response is good
14.
Change of customers
brand in future
change of brand
Yes
No
No of Respondents
76
34
73
Percentage
76%
34%
Interpretation:
The above table shows that 76% customers are response are
change their brand, 34% customers are not change their brand
No of
brand
Mileage
Low price
Comfort
Style
Respondents
30
32
28
20
74
Percentage
30%
32%
28%
20%
Interpretation
The above table shows that 30% customers response is mileage,
32% customers response is low price , 28% customers response
is comfort and 20% customers response is style as they are using
the Maruti Suzuki company cars.
16.
How do compare
Comparison
Excellent
Good
Average
Poor
No of Respondents
35
45
11
9
75
Percentage
35%
45%
11%
9%
Interpretation:
The above table shows that 35% customers are response are
excellent, 45% customers are response is good , 11% customers
are response is good 9% customers are response is poor for the
comparison between Maruti Suzuki and other brand cars.
76
Alto, Baleno, Maruti 800CC, Zen and all types of Brands are
the specialized brands for Mithra.
77
SUGGESTIONS
satisfaction.
78
CONCLUSION
The Brand Loyalty for Maruti Suzuki at Mithra is very positive; the
reasons contributing here is both the Brand Maruti and the
services by Mithra Agencies. Hence the companies should further
try to integrate even more and see that they give a product as per
the customer requirements and services to satisfy the customers
and thereby increase the brand loyalty.
79
QUESTIONNAIRE
Name:
Age:
Contact No.:
Qualification:
1) Gender
a) Male
b) Female
2)
Age
a) 20-25
b) 25-30
c) 30-35
d) 40-45
e) 45 and above
3) Occupation
a) Student
b) Employee
c) Business
b) 10000-15000
c) Availability
b) 15-20,000
c) 20,000 above
7) Which model of Maruti you use
a) M-800
b) M-swift
c) Belano
d) other
b) No
b) 1-2year
c) 2-4years
d) 4years-above
10) How did you come to know about product you are using?
a) Friends
b) newspaper
c) Advertisement
d) other
81
b) business
c) Leisure riding
d) other
13)
a) brand image
b)safety
c) mileage
d)features
14)
b)no
b)good
c) average
d)poor
b)good
c) average
d)poor
b) low price
c) style
d) comfort
17) If you get better car than Maruti, will you change your brand?
82
b )no
83
BIBLIOGRAPHY
Books:
1.PHILIP KOTLER,MARKETING MANAGEMENT PRIENTICE HALL OF INDIA
NEW DELHI.2001
2.VS
RAMASWAMY,MARKETING
MANAGEMENT
3rd
EDITION,
WEST
Journal:
Indian Journal of brand awareness
Journal of marketing
Business World
Business Line
Web sites:
www.google.com
http://www.MarutiSuzuki.com
www.Marutitruevalue.com
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