CAPTER NO 1.

INTRODUCTION OF
MARKETING

1
INTRODUCTION OF MARKETING:-

Marketing is a social and managerial process by which individuals and

groups obtain what they need and want through creating and exchanging
products and values with others. It is a integrated process through which
companies create value for customers and build strong customer relationships
in order to capture value from customer in return.

Marketing is used to create the customer, to keep the customer and to

satisfy the customer. With the customers as the focus of its activities, it can be
concluded that marketing management is one of the major components of
business management. The evolution of marketing was caused due to mature
markets and overcapacities in the last decades. Companies then shifted the
focus from production to customers in order to stay profitable.

The term marketing concept holds that achieving organizational goals

depends on knowing the needs and wants of target markets and delivering the
desired satisfactions. It proposes that in order to satisfy its organizational
objectives, an organization should anticipate the needs and wants of consumers
and satisfy these more effectively than competitors.

Marketing develops as a society and its economy develops. The need for
marketing arises and grows as a society moves from an economy of agriculture
and self-sufficiently to an economy built around division of labour,
industrialization and urbanization.

In an agrarian are backward economy, the people are largely self-

sufficient. They grow their own good, make their own clothes and build their
own houses and tools. There is no marketing because there is no exchange. As
time passes, however, the concept of division of labour begins to evolve.
People concentrate on producing the items in which they excel. This results in

2
their producing more then they excel. This result in their producing more then
they need of some items and less than they need of others. Whenever people
make more then they want or want more than they want or make, the
foundation is laid for trade and trade (exchange) is the heart of marketing. At
first the exchange process is a simple one. The emphasis is largely on the
production of basics, which usually are in short supply. Little or no attention is
devoted to marketing and exchanges are very local-among neighbour or
perhaps among neighbouring village in the next steps in the evolution of
marketing, small producers begin to manufacture their goods in larger
quantities in anticipation of future orders.

3
MEANING OF MARKETING:-

Marketing occupies on important position in any business unit traditional

view of marketing is the customer accepts whatever the seller presents to them.
The thing without considering the needs wants of the customer. Now this
concept is changed and the full attention is given on the customers wants and
satisfaction.
The barter system existed in the initial stage of marketing. The caveman,
with his surplus products, approached and tried to exchange his products by
accepting the products the needed-exchange of product for products. At that
time, human beings were in nomadic hunter stage. In this primititive period, the
human beings were nothing more than hunters or food gatherers. Then New
Stone Age followed. In the stage of backward economy human beings were
self-sufficient. In such backward economy or agrarian period, family units
were self-sufficient-making needed food, clothes, shelter, tools, etc. As time
passed, the division of labour began to play its role and man started producing
more than he needed. The surplus was exchanged in terms of commodities
needed. They, is possession of surplus goods, searched for those who had a
surplus to be exchanged. Searching for others who needed the surplus products
became a tedious job as time and energy had to be wasted. Therefore the
people assembled in places called local markets where goods were disposed of.
And latter, it developed in to shops, bazaars etc. The people, according to their
interest specialised in productions. Specialists like carpenters, weavers etc.,
developed at this stage. The appearance of specialisation developed the idea of
marketing.

In the pre-industrial period, the difficulties of barter system were

removed by adopting common mediums of exchange like cow, pigs, slaves,
shells, sheep etc. Then these were replaced by metals like copper, iron etc.; and
4
latter this medium of exchange was changed to silver, gold etc. At this stage,
producers began to produce the products in larger quantities, employed the
services of labourers in their factories; and middlemen, through whom sales
were conducted, appeared in the word of Kotler, As the size of wealthy lass
increased, some goods shops emerged that carter to the rich, and here some of
the characteristics of consumer-oriented retailing first appeared. But on the
whole, early capitalism operated essentially in an economy of scarcity, and this
meant there was little reason to study the needs or wants of consumers or to go
out the way cater them.

In the industrial period, handicraft operations appeared in factories;

many factories came up and rural areas develop into urban areas where people
attracted. The people started life spending their time in factories and facilitated
mass production, i.e., home production was replaced by factory system and
hand operations were replaced by machines. Because of introduction of new
invention along with new machines, the production was on large scale. With
the advent of industrial revolution, their arose mass production. Mass
production were followed by large scale consumption .In order that the
product may rich the hands of the ultimate user new method of marketing
appeared.This industrial revolution in the causes of creation of Morden
marketing system.

5
6
DEFINITION OF MARKETING:-

Marketing is human activity directed at satisfying needs and wants through

exchange process.
- Philip Kotler.

Marketing is the total system of business is activities designed to plan, price,

promote and distribute want satisfying goods and services to present and
potential customer.
- W. J. Stanton.

Marketing is the creation and delivery of a standard of living.

-Melcolm mc. Nair.

7
 CHAPTER NO.2
COMPANY
INTRODUCTION
&
COMPANY PROFILE

8
AUTOMOBILE INDUSTRY:-

The automotive industry in India is one of the largest in the world

and one of the fastest growing globally. India's passenger car and commercial
vehicle manufacturing industry is the sixth largest in the world, with an annual
production of more than 3.9 million units in 2011. According to recent reports,
India overtook Brazil and became the sixth largest passenger vehicle producer
in the world (beating such old and new auto makers as Belgium, United
Kingdom, Italy, Canada, Mexico, Russia, Spain, France, Brazil), growing 16 to
18 per cent to sell around three million units in the course of 2011-12. In 2009,
India emerged as Asia's fourth largest exporter of passenger cars, behind Japan,
South Korea, and Thailand. In 2010, India beat Thailand to become Asia's third
largest exporter of passenger cars.

As of 2010, India is home to 40 million passenger vehicles. More than 3.7

million automotive vehicles were produced in India in 2010 (an increase of
33.9%), making the country the second (after China) fastest growing
automobile market in the world. According to the Society of Indian Automobile
Manufacturers, annual vehicle sales are projected to increase to 5 million by
2015 and more than 9 million by 2020. By 2050, the country is expected to top
the world in car volumes with approximately 611 million vehicles on the
nation's roads.

The majority of India's car manufacturing industry is based around three

clusters in the south, west and north. The southern cluster consisting of
Chennai is the biggest with 35% of the revenue share. The western hub near
Mumbai and Pune contributes to 33% of the market and the northern cluster
around the National Capital Region contributes 32%. Chennai, is also referred
to as the "Detroit of India" with the India operations of Ford, Hyundai, Renault,
Mitsubishi, Nissan, BMW, Hindustan Motors, Daimler, Caparo, and PSA

9
Peugeot Citron is about to begin their operations by 2014. Chennai accounts
for 60% of the country's automotive exports. Gurgaon and Manesar in Haryana
form the northern cluster where the country's largest car manufacturer, Maruti
Suzuki, is based. The Chakan corridor near Pune, Maharashtra is the western
cluster with companies like General Motors, Volkswagen, Skoda, Mahindra
and Mahindra, Tata Motors, Mercedes Benz, Land Rover, Jaguar Cars, Fiat and
Force Motors having assembly plants in the area. Nashik has a major base of
Mahindra & Mahindra with a UV assembly unit and an Engine assembly unit.
Aurangabad with Audi, Skoda and Volkswagen also forms part of the western
cluster. Another emerging cluster is in the state of Gujarat with manufacturing
facility of General Motors in Halol and further planned for Tata Nano at their
plant in Sanand. Ford, Maruti Suzuki and Peugeot-Citroen plants are also set to
come up in Gujarat. Kolkata with Hindustan Motors, Noida with Honda and
Bangalore with Toyota are some of the other automotive manufacturing regions
around the country.

10
COMPANY INTRODUCTION:-

Maruti Udyog Ltd. (MUL) is the first automobile company in the world
to be honoured with an ISO 9000:2000 certificate. The company has a joint
venture with Suzuki Motor Corporation of Japan. It is said that the company
takes only 14 hours to make a car. Few of the popular models of MUL are Alto,
Baleno, Swift, Wagon-R and Zen.

Maruti Udyog Limited (MUL), established in 1981, had a prime

objective to meet the growing demand of a personal mode of transport, which
is caused due to lack of efficient public transport system. The incorporation of
the company was through an Act of Parliament.

Suzuki Motor Company of Japan was chosen from seven other

prospective partners worldwide. Suzuki was due not only to its undisputed
leadership in small cars but also to commitments to actively bring to MUL
contemporary technology and Japanese management practices (that had
catapulted Japan over USA to the status of the top auto manufacturing country
in the world). at Maruti Udyog Ltd.

A license and a Joint Venture agreement were signed between

Government of India and Suzuki Motor Company (now Suzuki Motor
Corporation of Japan) in Oct 1982.

The objectives of MUL, then are as cited below:

Modernization of the Indian Automobile Industry.

Production of fuel-efficient vehicles to conserve scarce resources.

11
 Production of large number of motor vehicles which was necessary for
economic growth.

In 2001, MUL became one of the first automobile companies, globally,

to be honoured with an ISO 9000:2000 certificate. The production/ R&D is
spread across 297 acres with 3 fully-integrated production facilities. The MUL
plant has already rolled out 4.3 million vehicles. The fact says that, on an
average two vehicles roll out of the factory in every single minute. The
company takes approximately 14 hours to make a car. N at only this, with
range of 11 models in 50 variants, Maruti Suzuki fits every car-buyer's budget
and any dream.

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 May
10, 2007, Govt. of India sold its complete share Indian financial institutions.
With this, Govt. of India no longer has stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though

the actual production commenced in 1983 with the Maruti 800, based on the
Suzuki Alto 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. Cars similar to Marutis (but not
manufactured by Maruti Udyog) are sold by Suzuki and manufactured in
Pakistan and other South Asian countries.

12
 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 Alto tops the sales charts and Maruti 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 December 14, 1983.

13
 Maruti Suzuki offers 12 models, Maruti 800, Omni, Alto, Versa, Gypsy,
A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, 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 nine 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.

14
15
COMPANY PROFILE:-

Maruti Suzuki India Limited (MSIL), a subsidiary of Suzuki Motor

Corporation (SMC), Japan, is a leading manufacturer of passenger vehicles in
India, contributing to about 45% of the total industry sales in India.
The Company, formerly known as Maruti Udyog Limited, was
incorporated as a joint venture (JV) between the Government of India and
Suzuki Motor Corporation on 24th February, 1981. Its first car, the Maruti 800,
was rolled out of the Gurgaon facility on 14th December, 1983.
In terms of the number of cars produced and sold worldwide, the
Company is the largest subsidiary of Suzuki Motor Corporation, Japan.
In 2010-11, the Company sold 1,271,005 vehicles, registering a growth
of 24.8% over the previous year. This comprised 1,132,739 vehicles in the
domestic market and 138,266 vehicles in the international market.
Cumulatively, the Company has produced 10 million vehicles. It rolled out its
10 millionth vehicle on 15th March, 2011, a significant landmark for the
Company and the automobile industry in India.
The Company's total income (Net of Excise) for the year 2010-11 was
Rs. 375,224 million, a growth of 24.6% over fiscal 2009-10. The Company has
a strong balance sheet with reserves and surplus of Rs. 137,230 million and a
debt equity ratio of 0.02 as on 31st March, 2011.

NATURE OF THE COMPANY OWNERSHIP:-

Maruti Suzuki is a public limited company listed on the Bombay Stock
Exchange Limited and National Stock Exchange of India Limited. SMC is the
majority shareholder with 54.21% equity stake in the Company. For the
shareholding pattern of the Company, refer to page 50 of the Corporate
Governance section of the Annual Report.

16
ORGANISATIONAL STRUCTURE:-

Maruti Suzuki has a multi-tier management structure, comprising a

Board of Directors at the top, followed by five business vertical heads reporting
to the Managing Director. The business verticals of the Company are
Marketing & Sales, Engineering, Production, Administration and Supply
Chain. For more information on the organisational structure and the leadership
team of Maruti Suzuki, refer to page 38 of the Corporate Governance section of
the report.

MANUFACTURING FACILITIES:-
Maruti Suzuki has two manufacturing facilities in Haryana, one each at

Gurgaon and Manesar, with a combined manufacturing capability of over 1.25

million vehicles per annum, which is much beyond the installed capacity of 1
million vehicles.

GURGAON PLANT:-

The Gurgaon facility contains three fully integrated plants with a

combined installed manufacturing capacity of over 700,000 vehicles per
annum. It also has a state-of-the-art K-series engine casting plant with a
capacity of 7.80 lakh engines per annum.

MANESAR PLANT:-

17
 The Manesar facility was started in February, 2007 and has one plant
with a capacity of 300,000 vehicles per annum. Two more plants are presently
under construction at Manesar.

R & D CAPABILITIES:-
The Company is gradually enhancing its R&D capabilities. It has over
1,000 R&D engineers. The R&D team is working closely with SMC engineers
on new product design and development. It has also initiated work on setting
up a test course for R&D purposes at Rohtak, Haryana.

SUPPLIERS BASE:-

The Company has worked through the year with its suppliers to develop
new products, refresh existing ones and achieve higher localisation levels to
reduce costs. As on 31st March, 2011, the Company had a supplier base of 260,
including 19 joint venture companies where the Company holds a strategic
equity stake.

18
DOMESTICS SALES AND SERVICE NETWORK:-
Over the years, the Company has expanded its sales and service network
to cover the length and breadth of the country. Amongst car manufacturers in
India, Maruti Suzuki has the largest sales and service network. As on 31st
March 2011, it had 933 sales outlets in 668 cities and 2,946 service workshops
in 1,395 cities. The service network of the Company includes dealer
workshops, Maruti Authorised Service Stations (MASS's), Maruti Service
Masters (MSMs) and Maruti Service Zones (MSZs).
Besides selling and servicing vehicles, the Company provides its
customers services like automobile finance, genuine spare parts and
accessories, extended warranty and certified pre-owned cars. The Company
had 353 True Value pre-owned car outlets in 208 cities as on 31st March, 2011.
Export sales & markets
Maruti Suzuki's first export assignment was a batch of 500 cars to
Hungary in September, 1987. Since then, the export portfolio of the Company
has been consistently expanding. In the reporting year, the Company exported
to 78 countries in Europe, Asia, Latin America, Africa and Oceania.
In 2010-11, the Company's export sales stood at 138,266 units; 42% of the
sales came from the European markets. Cumulatively, the Company has
exported 863,380 cars.

19
COMPANY MILESTONES:-

YEAR MILESTONES
FEB 1981:- Maruti Udyog Ltd. incorporated under provisions of the Indian
Companies Act, 1956
OCT 1982:-
Signed License and JV agreement signed with Suzuki Motor
Corporation

DEC 1983:- Launched Maruti 800

NOV 1984 Launched Omni

DEC 1985 Launched Gypsy

AUG 1986 Produced 100,000 vehicles

SEP 1987 Exported first lot of 500 cars to Hungary

OCT 1990 Launched India's first sedan, Maruti 1000

JUNE 1992 SMC increased its stake in Maruti Udyog Ltd to 50%

OCT 1993 Launched Zen

20
MARCH Produced 1 million cars
1994
Launched Esteem
MAY 1996

Launched 24-hour Maruti-On-Road Service (MOS)

DEC 1999 Produced 2 million cars

Launched Baleno
Launched Wagon R

Third plant inaugurated in Gurgaon

MARCH200 Launched IDTR jointly with the Delhi government to promote

0 safe driving
(A CSR Initiative)

SEP Launched Alto

OCT 2001 Launched Versa

Launched Maruti True Value (pre-owned car business)

FEB 2002 Inaugurated Children's Park in Delhi

(A CSR Initiative)

21
MAY SMC increased its stake in Maruti to 54.2%

APRIL 2003 Launched Grand Vitara

Produced 4 million cars

JULY Listed on Bombay Stock Exchange and National Stock

Exchange

MAY 2005 Launched Swift

JULY 2006 Maruti launched 'Dil Se' a special programme for Indians
living abroad, to facilitate them to gift Maruti cars on line to
friends and relatives back at home.

NOV MOU signed with Government of Haryana to set up IDTR

Inaugurated 2nd IDTR at Delhi

(A CSR Initiative)

Launched Zen Estilo

DEC Produced 6 million cars

JAN 2007 Launched Swift Diesel

FEB Inaugurated the fourth assembly line and diesel engine plant at
Manesar

APRIL Launched rural scheme "Ghar Ghar Mein Maruti; Mera Sapna
Maruti" launched

MAY Launched SX4

22
 First Citizen, Dr. A.P.J. Abdul Kalam visits Maruti's facilities

JULY Maruti Udyog Limited renamed Maruti Suzuki India Limited

SEP MOU signed with Government of Gujarat to set up Driving and

Technical Training Institute for tribal youth in Gujarat
(A CSR Initiative)

DEC Initiated community development programmes in 4 villages in

Manesar
(A CSR Initiative)

MARCH Launched Swift DZire

2008

OCT Inaugurated K10B engine plant at Gurgaon

NOV Launched A-star

DEC Completed 25 years of operations in India

Launched National Road Safety Mission (A CSR Initiative)

First shipment of A-stars dispatched from Mudra port for
JAN 2009
overseas markets

Signed MoU with Government of Uttarakhand to set up IDTR

(A CSR Initiative)

Laid the foundation of two IDTRs in Haryana

23
 (A CSR Initiative)

MAY Launched Ritz

JUNE Produced 8 millionth car

AUG Haryana Government allotted 700 acres for R&D complex at

Rohtak

Launched Estilo

NOV Launched IDTRs at Uttarrakhand and Gujarat

(A CSR Initiative)

JAN 2010 Launched Eeco

MARCH Achieved landmark of producing one million cars in one year

AUG Launched Alto K10

CNG iGPI Green range launched - SX4, Estilo, WagonR, Eeco,

Alto

FEB 2011 Launched Kizashi

Launched SX4 Diesel

MARCH Produced 10 million cars

24
25
BOARD OF DIRECTORS:-

NAME TITAL

MR. SHINZO NAKANISHI MD & CEO

MR. R. C. BHARGAVA Chairman

MR. AMAL GANGULI Director

MS. PALLAVI SHROFF Director

MR. TSUNEO OHASHI Director & MEO, Production

MR. MANVINDER SINGH BANGA Director

MR. KEIICHI ASAI Director & MEO, Engineering

MR. SHUJI OISHI Director & MEO, Marketing & Sales

MR. KENICHI AYUKAWA Director

MR. DAVINDER SINGH BRAR Director

MR. OSAMU SUZUKI Director

26
CHAPTER NO 3.

OBJECTIVE &
HYPOTHESIS OF
COMPANY

27
OBJECTIVE OF THE STUDY:-

To find out the reasons for fall in demand and users

To find out the customer preference.
To analyze the perception of the respondents towards the product of
maruti Suzuki.
To find out performance of sales team.
To analyze the competitive strength of maruti Suzuki compared with
FORD, TATA AND HYUNDAI etc.

HYPOTHESIS:-

Fully customers satisfaction on dealers after sales service.

There is no problem between dealer and customers of company.
Corporate communication division of a company building strong
relationship with customers and society to increase customer
satisfaction by giving best dealer service.
Improvement of value intellectual properties, managers brand and
conduct risk management related to products liability and other legal
issues.
The brands of MARUTI SUZUKI are limited but better than others.

28
CHAPTER NO 4.

RESEARCH

METHODOLOGY

29
MEANING OF RESEARCH :

Research as a scientific and systematic search for pertinent information

on a specific topic. In fact, research is an art of scientific investigation. It is
an academic activity and as such the term should be used in a technical sense.
Research is, thus an original contribution to the existing stock of knowledge
making for its advancement. It is a per suit of truth with the help of study,
observation, comparison and experiment. In short, the search for knowledge
through objective & systematic method of finding solution to a problem is
research.

DEFINITION:
1. According to Advanced Learners Dictionary, A research is a careful
investigation or inquiry specially through search for new facts in any branch of
knowledge.

2. According to Clifford woody, Research comprises defining and redefining

problems, formulating hypothesis or suggested solution; collecting, organizing
and evaluating data; making deductions and reaching conclusions; and at last
carefully testing the conclusions to determine whether they fit the formulating
hypothesis.

TYPES OF RESEARCH:

1. Descriptive Vs. Analytical

2. Applied Vs. Fundamental
3. Quantitative Vs. Qualitative
4. Conceptual Vs. Empirical
5. Some Other Types of research.

30
1. Descriptive vs. Analytical:-
Descriptive research includes surveys and fact-finding enquiries of
different kinds. The major purpose of descriptive research is description of the
state of affairs as it exits of present. The main feature of this method is that the
researcher has no control over the variables; he can only report what has
happened or what is happening.

2. Applied vs. Fundamental:-

Applied research or fundamental research aims are finding a solution for
an immediate problem facing a society or an industrial or business
organization. For example: - Research studies, concerning human behaviour
carried on with a view to make generalizations about human behaviour.

3. Quantitative vs. Qualitative:-

Quantitative research is based on the measurement of quantity and

amount. It is applicable to phenomena that can be expressed in terms of
quantity. Qualitative research, on the other hand, is concerned with qualitative
phenomenon (Involve with quality and kind).

4. Conceptual vs. Empirical:-

Conceptual research is that related to some abstract idea or theory. It is

generally used by philosophers and thinkers to develop new concepts. On the
other hand, empirical research relies on experience or observation alone. It is
data-based research.

31
5. Some other Types of Research: -

1. One-time research or long term research

2. Field-setting research or laboratory research

3. Clinical or Diagnostic research

4. Historical research

5. Conclusion-oriented research

6. Decision oriented research

RESEARCH PROCESS:-

Following are the steps which are guideline regarding the research

a. Formulating the research problem:-

There are two types of research problem:

1. Those which relate to states of nature and

2. Those which relate to relationships between variables. The formulations
of a general topic into a specific research problem. The best way of
understanding the problem is to discuss in with ones own calling or with those
having some expertise in the matter in an academic institution the researcher
camp seek the help from a guide. Who is usually, experience men, and has
several research problems in mind.

32
b. Extensive literature survey:-

Once the problem is formulated, a brief summary of it should be written

down. It is compulsory for a research worker writing a thesis for a Ph.D.
degree to write a synopsis of the topic & submit it to the Research Board for
approval. For this purpose, the abstracting and indexing journals,
conference proceedings, government reports, books etc. can be referred
depending on the nature of the problem.

c. Developing working hypotheses :-

Offer extensive literature survey research should state in clear term the
working hypothesis. Working hypothesis is tentative assumptions made in
order to draw out and test its logical or empirical consequences hypothesis
should be very specific & limited to the peace of research in hand because it
has to be tested the role of the hypothesis its guide the researcher is delimiting
the area of research and to keep him on the right track.

d. Preparing the Research Design :-

The research problem having been formulated in clear cut terms, the
researcher will be required to prepare a research design. In other words, the
function of research design is to provide for the collection or relevant evidence
with minimal expenditure of efforts, time and money. There are several
research design, such as experimental and non experimental hypothesis testing.

e. Determining Sample Design:-

The researcher must decide the way of selecting a sample or what is

popularly known as the sample design. In other words, a sample is a definite
plan determined before any data are actually collected for obtaining a sample
from a given population.

33
Important sample design is as follows:

1. Deliberate sampling
2. Simple random sampling
3. Systematic sampling
4. Quota sampling
5. Multi stage Sampling
6. Sequential sampling
Collecting a data:-

There are several ways of collecting a appropriate data. Primary data

can be collected either through experiment or through survey. Following are
the different ways of collecting data.

1. By observation
2. Through personal interview
3. Through telephone interview
4. By mailing of questionnaires
5. Through schedules.
c. Execution of the project :-
Execution of the project is very important steps in the research process.
If the execution of the project proceeds on correct on correct lines, the data to
be collected would be adequate and dependable. The research should see that
the project is executed in a systematic manner and time.

d. Analysis of data :-
After the data have been collected, the researcher turns to the task of
analysis of data requires a number of closely related operations such as
establishment of categories, the application of these categories to raw data
through coding, tabulation and then drawing statistical inferences. Thus,

34
 researcher should classify the raw data into some purposeful and usable
categories. Editing is the procedure that improves the quality of the data for
coding. With coding the stage is ready for tabulation. Tabulation is a part of
technical procedure wherein the classified data are put in the form of tables.

e. Hypothesis-testing :-
After analysing the data as stated above, the researcher is in a position to
test the hypotheses there are Chi-square test, T-test, F-test, have been
developed by the statisticians for the purpose. The hypothesis may be tested
through the use of one or more of such test, depending upon the nature and
object of the research inquiry. Hypothesis testing will result in either accepting
the hypothesis or in rejecting it.

f. Generalization and interpretation :-

If a hypothesis is tested and upheld several time, it may be possible for
the researcher to arrive at a generalization. (To build a theory). If the
researcher had no hypothesis to start with, he might seek to explain his findings
on the basis of some theory. It is known as interpretation.

j. Preparation of the report or the thesis :-

The layout of the report should be as follows-

1. The preliminary pages.

2. The main text.
3. The end matter.
1. The preliminary pages :-
In this case the report should carry title and
depth followed by acknowledgements and foreword. Then there should be a
table of content followed by a list of tables and list of graphs and charts, if any,
given in the report.

35
2. The main text :-
The main text of the report should have following parts-

a. Introduction:- It should contain a clear statement of the objective of

the research and an explanation of the methodology adopted in
accomplishing the research.
b. Summary of findings:- After introduction there would appear a
statement of findings and recommendation in non-technical language.
c. Main report:- The main body of the report should be presented in
logical sequence.
d. Conclusion:- Towards the end of the main text, researcher should
again put down the results of his research clearly and precisely.
3. The end matter :-
At the end of the report, appendices should be enlisted in
respect of all technical data. Bibliography, i.e., list of books, journals, reports,
etc., Index should also be given specially in a published research report.

RESEARCH METHOD versus METHODOLOGY:-

Research methods may be understood as all those methods/ techniques

that are used for conduction of research. Research methods or techniques,
thus, refer to the methods the researchers use in performing research
operations. In other words, all those methods which are used by the
researcher during the course of studying his research problem are termed as
research methods. Keeping this in view, research methods can be put into the
following three groups-

1. In the first group we include those methods which are concerned with
the collection of data ;

36
 2. The second group consist of those statistical techniques which are used
for establishing relationships between the data and the unknowns;
3. The third group consist of those methods which are used to revaluate the
accuracy of the results obtained;

A. RESEARCH METHODOLOGY:-

Research methodology is a way to systematically solve the research

problem. In it we study the various steps that are generally adopted by a
researcher in studying his research problem along with the logic behind them.
It is necessary for the researcher to know not only the research
method/techniques but also the methodology.

Example:- An architect, who designs a building, has to consciously evaluate the

basis of his decisions, i.e., he has to evaluate why and on what basis he selects
particular size, number and location of doors, windows and ventilators, uses
particular materials and not others and the like.

Thus, when we talk of research methodology we not only talk of the

research methods but also consider the logic behind the methods we use in the
context of our research study and explain why we are using a particular method
or technique and why we are not using others so that research results are
capable of being evaluated either by the researcher himself or by others.

QUALITIES OF GOOD RESEARCH:-

One expect scientific research to satisfy the following criteria-

1. The purpose of the research should be clearly defined and common

concepts be used.

37
 2. The research procedure used should be described in sufficient detail to
permit another researcher to repeat the research for further
advancement.
3. The procedural design of the research should be carefully planned to
yield results that are as objective as possible.
4. The researcher should report with complete frankness, flaws in
procedural design and estimate their effects upon the findings.
5. The analysis of the data should be sufficiently adequate.
6. Conclusions should be confined to those justified by the data of
research.
7. Greater confidence in research is warranted if the researcher is
experienced, has a good reputation in research and is a person of
integrity.

In other words, we can state the qualities of a good researcher as under-

a. Good Research is systematic.

b. Good Research is logical.
c. Good Research is empirical.
d. Good Research is replicable.

38
PROBLEMS FACED BY THE RESEARCHER:-

Some of the important problems faced by the researcher are as follows:-

The lack of scientific training in the methodology of research is a

great impediment for researchers in our country. Thus, a systematic
study of research methodology is an urgent necessity. As such, efforts
should be made to provide short-duration intensive courses for
meeting this requirement.
There is insufficient interaction between the university research
departments on one side and business establishments, government
departments and research institution on the other side.
Most of the business units in our country do not have the confidence
that the material supplied by them to researcher will not be misused
and as they are often reluctant in supplying the needed information to
researchers.
There does not exist a code of conduct for researchers and inter-
university and inter-departmental rivalries are also quite common.
Many researchers in our country also face the difficulty of adequate
and timely secretarial assistance, including computerizes assistance.
There is also the problem that many of our libraries are not able to get
copies of old and new Acts/Rules, reports and government
publications in time.
There is also the difficulty of timely availability of published data
from various government and other agencies doing this job in our
country.
There may, at times, take place the problem of conceptualization and
also problems relating to the process of data collection and related
things.

39
40
COLLECTION OF DATA:-

Data collection:-

There may be different types of information and data, Some of the

information may be unpublished, some is complete and some is incomplete,
some is reliable data and some is based, It is necessary for the researcher to
know and the information which is usually employed in marketing research
work and the types of sources from which it is generally collected. The
research problem decides the nature of the sources of data. They may be
primary data and secondary data.

Primary Data:-

Primary data is being collected during the course of asking questions by

performing surveys. Primary data is obtained either through respondent; either
though questionnaire or through personal interview. I have collected the data
through both of them.

Secondary Data:-

Are the data already available in the form of print material, website,
journals etc, I have used some Magazines, Newspapers, Websites and course
material for that purpose.

41
 CHAPTER NO.5
MARKETING STRATEGIES
AND
PRODUCT CONTROL OF
MARUTI SUZUKI

42
Marketing strategy of maruti Suzuki:-

They intend to continue to focus on the small car segment, while

offering products in most segments of the Indian passenger car market. They a
into achieve their principal objectives by pursuing the following business strategies:
Maintain and enhance their product range:-
They intended to utilise Suzukis expertise in small car technology to produce new variants of
their existing models and to upgrade their products with contemporary technology and
features.
Increase reach and penetration:-
They plan to continue to utilize their extensive sales and services network to increase
the research, in terms of geographical spread a n d penetration, in terms
of sales volumes, of their products across India
Increased availability of automobile finance:-
They continue to seek opportunities to expand the size of the Indian passenger car market,
especially in the small car segment, through facilitating easy availability of
automobile finance. To that end, they have recently entered into an agreement with
the State Bank of India.
Secure repeat purchases by offering a 360 degree customer
experience:- On the basis of their belief that securing repeat purchases
from an existing
Customer requires less expenditure than acquiring a new customer, they aim to provide
customers with a one-stop shop for automobiles and automobile-related products and
services.
Continue to benchmark their manufacturing capabilities:
They plan to continue o benchmark our manufacturing capabilities with the most
Efficient car manufacturing facilities of Suzuki and its subsidiaries.

43
Continue to reduce costs to offer more competitive products:-
Cost competitiveness has been, and continues to be, central to their strategy as the leading
manufacturer in the small car segment to expand the size of the market by offering
competitively priced, high quality products. The components of this strategy are:
Higher levels of localization
Vendor participation in cost reduction
Cost reduction on warranties
Reduction in initial investment cost
Reduction in number of vehicle platforms
Achieve further cost reduction through higher productivity
Lower cost of ownership:
Through their business strategies, they seek to reduce the consumers cost of
ownership of their cars, which comprises the cost of purchase, the cost of fuel
and maintenance, including spare parts and repairs, during the life of the
vehicle, insurance and resale value.

4 . 2 SWOT Analysis:-
Maruti Suzuki is the market leader in India and has an amazing brand equity.
Maruti is known for the service it provides and is synonymous with Maruti 800
the longest running small car in India. Here is a SWOT of maruti
suzuki, its strengths, weaknesses, opportunities and threats.
Strengths:-
Maruti Udyog limited (MUL) is in a leadership position in the market with a
market share of 48.74
Major strength of MUL is having largest network of dealers and
after sales service centers in the country.
Good promotional strategy is adopted by MUL to transfer its thoughts to
the people about its products.

44
Maruti Suzuki recorded highest number of domestic sales with 9,66,447 units
from 7,65,533 units in the previous fiscal. It recently attained the
10milliondomestic sales mark.
Strong Brand Value and Loyal Customer Base are big strengths for MUL
There are around 15 vehicles in Maruti Product portfolio. Has good product lines with
good fuel efficiency like Maruti Swift, Diesel, Alto etc
Alto still beats the small car segment with highest number of sales
MUL is the first automobile company to start second hand vehicle sales through its True-
value entity.
MUL has good market share and hence its after sales service is a major revenue contributor.
Weaknesses:-
Low interior quality inside the cars when compared to quality players like
Hyundai and other new foreign players like Volkswagen, Nissan etc.
Government intervention due to having share in MUL.
Younger generations started getting a great affinity towards new
foreign brands
The management and the companys labor unions are not in good terms. The recent
strikes of the employees have slowed down production and in turn affecting sales.
Maruti hasnt proved itself in SUV segment like other players.
Opportunities:-
MUL has launched its LPG version of Wagon R and it was a good move simultaneously
MUL can start R&D on electric cars for a much better substitute of the fuel.
Marutis cervo 600 has a huge potential in tapping the middle class
segment and act as a strong threat to Nano
New DZire from Maruti will capture the market share and expected tocreate
the same magic as Maruti Esteem (currently not available)
Export capacity of the company is giving new hopes in American and UK markets

45
 Economic growth of the country is constantly increasing and t h e government
is working hard to increase the gdp to double digit.
Threats:-
MUL recently faced a decline in market share from its 50.09% to 48.09% in the
previous year (2011)
Major players like Maruti Suzuki, Hyundai, Tata has lost its market share due to many
small players like Volkswagen- polo. Ford has shown a considerable
increase in market share due to its Figo.
Tata Motors recent launches like Nano 2012, Indigo e-cs are imposing major
threats to its respective competitors segment
China may give a good competition as they are also planning to enter into Indian car
segment
Launch of Hyundais H800 may result in the decline of Alto sales

46
47
COMPANY PRODUCT:-

Alto is a great combination of economy, practicality and styling. Its refreshed

model offers smart changes in the interiors. Alto is the largest selling car
in India and globally.
The Alto K10 has an appealing design that is well-complemented with elegant
and smart accessories. The powerful 1litre K-series engine makes the Alto K10
an exhilarating drive. Thoughtful engineering has made the Alto K10
a truly eco-friendly car.
Specification:-
Engine model K10

Piston displacement 998cc

Mileage 20.2kmpl

Power 68ps@6200rpm maximum

Torque 90Nm@3500rpm maximum

48
With its aerodynamic contours and smooth curves, the Estilo is a perfect
combination of sturdiness and class. The all-new Estilo comes with the K-
series engine, Detent Pin Transmission Technology and cable system that offer
smooth gear shifting and great handling

Specification:-

Dimension (L,W,H) in (mm) 3495,1475 (LX, LXi), 1495 (VXi)

mm, 1595mm

Engine type F10D

Engine capacity 1061cc

Transmission 5MT

Maximum Power 64/6bhp@200rpm

Maximum torque 84Nm@3500rpm

Mileage 19kmpl

49
Based on a new platform, the all-new WagonR is the tallest in its class and has
a distinct sloping stance. The new WagonR is powered with the K-series engine
that delivers improved power and fuel efficiency. The new frame type front
suspension, three point control arm and gas filled McPherson struts lead to
better stability and riding comfort.

Specification:-

Dimension (L,W,H) 3595,(1475Lxi&Lx,1495Vxi),

in (mm) (1700Vxi&Lxi,1670Lx)

Engine type
All aluminum light weight KB10
Swept volume 998cc

Max. Power (Ps/rpm) 68/6200

Max. Torque 90/3500

(Nm/rpm)

Transmission type 5 speed MT (All new cable type gearshift)

Mileage 19.8kmpl

50
Variant Petrol ,Petrol+CNG

Made in India to meet European standards, the A-star symbolises the beginning
of a revolution with its unique aerodynamic styling. Powered by the K-series
petrol engine, the A-star is ELV compliant and ensures maximum recyclability
of all parts when they complete their life span. The A-star is exported to many
countries under the brand name Suzuki Alto and Suzuki Celerio.
Specification:-
Engine type Model k10B
Displacement 998cc
Valve mechanism Bore(mm) 37 stoke(mm) 79.4 Compression
Fuel Type Petrol
Fuel System Multipoint Injection
Transmission type Manual
Gears/speed 5gears
Front Suspension Mac Pherson strut and coil.
Rear Suspension Isolated trailing link &coil
Steering Type Rack &Pinion Power Assisted
Standard
Mileage 19.0kmpl

51
The Ritz combines modern European design, the latest in engine technology
and Suzuki's global expertise in compact cars. It is an exceptional blend of
modern design and practicality with its aerodynamic share and best-in-class
headroom and legroom. The K12M petrol engine and 1.3 litre DDiS diesel
engine powering the Ritz are supremely refined and silent.
Specification:-

Dimension (L, W, and H). 3715, 1680,1620.(mm)

Engine type /model 1197cc

Power (PS@rpm) 85 PS @ 6000 rpm

Torque ( Nm@rpm) 113 Nm @ 4500

Transmission Type 5 gear

Suspension front, rear McPherson strut with coil spring,

Torsion beam & coil spring
Mileage 15.5kmpl

52
The new Swift comes with a new platform that makes it longer and wider.
Lighter body-weight along with improved engine dynamics, leads to best-in-
class acceleration and a high power to weight ratio. While the plush, eye-
riveting interiors add exuberance, the new Swift gets an enhanced external
appeal with futuristic styling yet retains the characteristic sporty, bold and
youthful DNA of 'brand Swift'. The new Swift is powered by the advanced K-
series and DDiS engines.
Specification:-
Variant Petrol(LXI, VXI, ZXI) Diesel( LDI, VDI,ZDI)
Engine type K-Series Petrol DDiS Diesel Engine
Engine with VVT
Maximum Power 87 ps @ 6000 rpm 75 ps @ 4000 rpm

Maximum Torque 114 Nm @ 4000 rpm 190 Nm @ 2000 rpm

Dimension(L,W,H) 3850 mm, 1695 mm, 3850 mm,
1530 mm 1695mm1530 mm.
Brakes(front,rear) Ventilated disc,Drum Ventilated Disc Drum

Piston displacement 1586cc 1586cc

Mileage 18kmpl 23kmpl

53
With its desirable exteriors and luxurious interiors, the DZire is a car that has
everything one can desire. The car comes with excellent handling and luggage
space and a spirited engine. It has reassuring security features such as
dual front airbags, Anti-lock Brakes System (ABS) and Electronic Brake-force
Distribution (EBD).
Specification:

Engine Petrol diesel

Type MPI Petrol/in Multijet/DDIS/DOHC

line/SOHC

Fuel distribution Multipoint Injection Common Rail

Piston 1586cc 1586cc

Displacement 78mm * 83mm 78 mm x 83 mm

Transmission Manual - 5 MT Manual - 5 MT

cylinder 4cyl 4cyl

mileage 16.30 19.10

54
Revolutionary European design; world class "drive-by-wire" technology; most
spacious in its class; steering-mounted audio controls; maximum ground
clearance in its class; high on safety with dual airbags; Anti-lock Brake System
(ABS) and Electronic Brake-force Distribution (EBD) are the SX4's salient
features. The recently added VVT technology adds a feather to its crown. SX4
now also comes with a 1.3 litre diesel engine.
Specification:-

variation Petrol Diesel

Dimensions(L,W,H) 4490,1735,1550 4490,1735,1560

Engine type
16V DOHC, DDiS 16V DOHC, DDiS
Piston 1248 1248
Displacement(cc)

FUEL ECONOMY 21.5kmpl 21.5kmpl

Transmission 5 manual 5 manual

Mileage 14kmpl 17kmpl

55
Kizashi with its dynamic contours mirrors an athlete in motion and makes a
bold and powerful impression. The fine balance of elegance and sportiness
makes it a design marvel. A product of in-house engineering and designing by
Suzuki, it is India's first sports luxury sedan. Powered by a 2.4 litre engine, the
car has upscale interiors and excellent safety features provided by the eight
standard airbags.
Specification:
verient MT CTV

Dimension (L,W,H) 4650,1820,1490 4650,1820,1490

Fuel type Multipoint Injection Multipoint Injection

Piston displacement(cc) 2393 2393

Maximum Power 178 ps @ 6500 rpm 178 ps @ 6500 rpm

Transmission 6 MT CVT+Manual Mode

CVT Shift Lock

Performance 0-100 7.8 8.8

Km/h (sec)

56
Mileage 12.45kmpl 12.53kmpl

Distinctively styled, the third generation Grand Vitara takes three decades of
Suzuki SUV heritage to the next level. The Vitara model first hit the roads in
Japan in 1988 as a 3-door part-time four wheel drive . In its second avatar, the
Vitara came armed with a stylish design, superior engineering and a new name,
the Grand Vitara.
Specification:-
Dimensions Manual (Mt) Automatic (AT)

No. Of cylinder 4 4

No.of valves 16 16

PISTON DISPLACE 1995 1995

MENT

Bore x stroke 84 mm x 90 mm 84 mm x 90 mm

TRANSMISSION 5 forward, 1 reverse 5 forward, 1 reverse

Accelerator Drive by wire Drive by wire
Ignition system
Direct ignition system (4 Direct ignition system (4
coil distributor less) coil distributor less)

Maximum output 119.5bhp @ 5500 rpm 119.5bhp @ 5500 rpm

57
Maximum torque 170 Nm @ 3500 rpm 170 Nm @ 3500 rpm

Mileage z 10.4kmpl 9.24kmpl

Omni is truly India's original MPV. Today it is available in five variants, 5

seater, 8 seater, cargo, ambulance and liquefied petroleum gas (LPG). It meets
diverse needs across different user segments and can double up both as a
people carrier and a goods carrier. It is easy on the pocket, yet tough on the job.
Specification:

Dimension (L,W,H) 3370,4110,1640(mm)

Type 4 stroke cycle, water cooled

Piston displacement 796cc

Transmission type Manual, 4 forward, all synchromesh, 1

Reverse

Maximum power 35 bhp @ 5000 rpm

Maximum torque 6.1 kgm @ 3000 rpm

Mileage 13kmpl, 17kmpk

58
Variant Petrol, Petrol+CNG

Be it a short trip, a picnic or a drive to the market, things are always best
enjoyed when done with the family. Eeco has a perfect mix of power, style,
space, comfort and safety that ensures you and your family have an enjoyable
experience every time. The Eeco is available as a 5-seater and a 7-seater and in
the cargo version as well.
Specification:-

Variant 5seater std, 5seater Ac, 7seater std.

Engine type Aluminium

Fuel type Petrol

Fuel distribution Multi-point Injection

Engine capacity 1196cc

Engine management 32 Bit

Mileage 13.5kmpl

59
With superb manoeuvrability, smooth handling and raw energy, packed into a
sleek yet rugged frame, the Gypsy King is the real adventure MUV whether
ploughing through dirt tracks, climbing formidable terrain or making way
through city traffic. Maruti Suzuki is proud to support the operations of the
country's defence services with the tailor made Gypsy King.
Specification:-

Engine type G13BB MPFI 16 Valve Gasoline

Displacement 1298 cc

Power 80 bhp @6000 rpm

Torque 103 Nm @ 4500 rpm

Transmission type Five forward (all Synchromesh),

One reverse

Suspension Front and Rear Rear Leaf spring with Double

action damper

Brakes front and

Rear Leaf spring with Double
action damper
Dimension(L,W,H)
4010mm,1540 mm,1875/1845mm*
Mileage
11.1kmpl

60
The new Alto 800's harmonious yet slick design packs quite a punch with the
unique "Wave-front" design. The smooth long curves, the prominent wheel
arch and wider lip adds to the side stance. All this makes the Alto 800 a design
wonder. Unique Wave-front" design and sloping window lines with a swaying
roof. Jewel-finish rear combination lamps and pleasant design on the back
door.
Specification:-

Variants STD, LX, LXI,LXI(AIRBAG)

Fuel type Petrol, CNG

Engine type FD8 swept

Volume 796cc

Engine control 32 Bit computer

Mileage 22.74kmpl, 30.46km/kg

61
CHAPTER NO 6.

DATA ANALYSIS

62
DATA ANALYSIS:-

10.1 PERSON HAVING ANY FOUR VEHICLS AT NOW.

Reply Percentage %
Yes 60%
No 40%
Total 100%

60

50

40

30

20

10

0
Yes No

INTERPRETATION:-

This shows that most of people have a Four Wheelers which Create a Lot
of Potential in Car Market.

10.2 PERSON WHO WANTS TO PURCHASE CAR.

63
 Sources Percentage %
Old Car 70%
New Car 30%
Total 100%

80

70

60

50

40

30

20

10

0
Old Car New Car

INTERPRETATION:-

Person Believe purchase New Cars then Old Car.

64
10.3 PERSON CHOOSES OPITION CASH OR LOAN.

Sources Percentage %
Loan 70%
Cash 30%
Total 100%

70

60

50

40

30

20

10

0
Loan Cash

INTERPRETATION:-

Most Of people wants to purchase car by using Loan Facility then Cash.

65
10.4 BRAND AWARENESS?

Brand Percentage %
Maruti 65%
Hundai 15%
Tata 10%
Others 10%
Total 100%

Chart Title

65

15
10
10
MARUTI
HUNDAI
TATA
OTHER

INTERPRETATION:-

This shows that people faith in Quality and reliability and give
preference Maruti Brand then Other Compititors Brand.

66
10.5 SOURCES OF ADVERTISEMENT

Sources Percentage %
News papers & magazines 64%
Friends 20%
Internet & Other media 16%
Total 100%

SOURCES OF ADVERTISEMENT

70%
60%
50%
40%
Percentage of people
30%
20%
10%
0%
News papers Friends Other
Internet & media
Other media
& magazines

INTERPRETATION:-

63% people come to know about online product awareness through news paper
and magazines whereas 20% people come to know through friends and 17%
people come to know through other media like internet, news channel etc.

10.6 PERSON WANTS TO EXCHANGE YOUR CAR?

67
 Reply Percentage %
Yes 40%
No 60%
Total 100%

60

50

40

30

20

10

0
Yes No

INTERPRETATION:-

This shows that most people Not interested to exchange your cars.

10.7 PEOPLE INTERSTED TO CARS TYPE

Reply Percentage %

Hatchback 60%
68
Notchback 40%

Total 100%
 60

50

40

30

20

10

0
Hethback Notchback

INTERPRETATION:-

60% people were wants to purchase in Hatchback car and

remaining interested in Notchback.

69
10.8 CHOICE OF COLOR

Reply Percentage %
Metalic 60%
Non-Metalic 40%
Total 100%

60

50

40

30

20

10

0
matalic Non-matalic

INTERPRETATION:-

Out of the total sample size 60% people want metallic color of cars and
rest of people wants non-metallic.

70
10.9 PURPOSE OF PURCHASING CAR

Reply Percentage %
Personal 60%
Multi-purpose 35%
Gift 5%
Total 100%

60

50

40

30

20

10

0
Personal Multi-purpose Gift

INTERPRETATION:-

Only 60% people who purchased of cars of personal use and 35% person
purchase of use in multi-purpose.

71
10.10 DISTANCE COVER IN ONE MONTH

Reply Percentage %
0-100 30%
101-1000 60%
Above then 1000 10%
Total 100%

60

50

40

30

20

10

0
Up to 100 101-1000 above 1000

INTERPRETATION:-

Most Of people use bike to in between 101 to 1000 KM.

10.11 TYPE OF FULE USE IN VEHICLS

72
 Fuel Percentage %
Diesel 30%
Petrol 5%
CNG/LPG 60%
Total 100%

60

50

40

30

20

10

0
Disel Petrol PP CNG/LPG

INTERPRETATION:-

Regarding the preferences of Fuel Most of person prefer CNG/LPG in vehicles

and Petrol

73
CHAPTER NO 7.

CONCLUSION&
SUGGESTION

74
CONCLUSION:-

The products of maruti Suzuki in customer mind is good and there is

a good demand for the products in semi urban areas.

Due to introduction of new brand and variation in the model the sale
has increased

Emergency services are provided by the company at the time of break

down or critical condition pickup and drop facilities are available.

Maruti suzuki has launched new luxurious car thats why rich class
divert to maruti Suzuki company

Maruti suzuki launched in three variant cars for the customers

convienece.

75
SUGGESTION:-

Maruti should improve its after sale services because its hits badly car
market share
More detailed customaries services are to be provided.
Show room demonstration should be given at frequent time interval abd
feed back should be considered positively.
The company should look into the matter of person hiring for in show
room demonstration. A big showroom should have at least 5 such kind of
person.
As there is bottle neck competition between maruti, and other
automotive company it is necessary to take measure steps to overcome
the area of downfall in maruti with respect to other automotive company.
The marketing managers should make better relation with dealers and
reputation of the company.
Customer considers quality as their first preference, so the company
should give more stress on this.
The product is well aware and it is on top of mind of customer. So
company should always improve services and update their technology.

76
CHAPTER NO. 8
BIBLIOGRAPHY

77
BIBLIOGRAPHY:-

WEB SITE:-

www.marutisuzuki.com

www.marutiudyog.com

BOOKS:-

Research Methodology : Suja Nair

Marketing Management : Philip kotler

Research Methodology : CR. Kothari

Marketing Management : Bilab S. Bose
Marketing Management : (6th Edition) Kotler

78
CHAPTER NO. 9
ANNEXURE

79
Annexure:-

1. Person having any four vehicle at now ?

A) Yes B) No

2. Person who wants to purchase car ?

A) Old Car B) New Car

3. Person choice option cash or car loan ?

A) Loan B) Cash

4. Brand Awareness ?
A) Maruti B) Hundai C) Tata D) Others

5. Sources of Advertisement ?

A) News papers & magazines

B) Friends
C) Internet & Other media

6. Person wants to exchange your car?

A) Yes B) No

7. People interested to cars type ?

A) Hatchback B) Notchback

8. Choice of Color ?
A) Metalic B) Non-Metalic

9. Purpose of purchase car ?

A) Personal B)Multi-purpose C) Gift

10.Type of fuel use in vehicles ?

A) Diesel B) Petrol C) CNG/LPG

80