CONTENTS

CHAPTER - 1

INTRODUCTION

OBJECTIVES OF THE STUDY

SCOPE OF THE STUDY

LIMITATIONS OF THE STUDY

INDUSTRY PROFILE

COMPANY PROFILE

CHAPTER - 2

REVIEW OF LITERATURE

CHAPTER - 3

RESEARCH METHODOLOGY

CHAPTER - 4

DATA ANALYSIS AND INTERPRETATION

CHAPTER - 5

FINDINGS, SUGGESTIONS AND CONCLUSION

BIBILIOGRAPHY

QUESTIONNAIRE

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INTRODUCTION

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 Introduction

The research Project is on the topic of Brand Awareness of MARUTI SUZUKI SWIFT.

Now first let us look at the definition of a Brand:

The definition of brand:

A brand is an identifiable entity that makes specific promises of value. In its +value you or
your product makes. These promises can be implied or explicitly stated, but none-the-less,
value of some ++type is promised.

Now let us further define Brand Awareness:

Brand awareness is when people recognize your brand as yours. This does not necessarily
mean they prefer your brand (brand preference), attach a high value to, or associate any
superior attributes to your brand, it just means they recognize your brand and can identify it
under different conditions.

Brand awareness consists of both brand recognition, which is the ability of consumers to
confirm that they have previously been exposed to your brand, and brand recall, which
reflects the ability of consumers to name your brand when given the product category,
category need, or some other similar cue.

Aided awareness occurs when you show or read a list of brands and the person expresses
familiarity with your brand only after they hear or see it.

Top-of-mind awareness occurs when you ask a person to name brands within a product
category and your brand pops up first on the list.

When you think about facial tissue, gelatins, and adhesive bandages, do the brands
Kleenex, Jell-O, and Band-Aid come to mind? These brands enjoy strong top-of-mind
awareness in their respective categories.

Historical & Technical Background of Brands

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Brands identify the source of market of a product and allow consumers-either individuals or
organizations-to assign responsibility to a particular manufacturer or distributor. Consumers
may evaluate the identical product differently depending on how it is branded. Consumers
learn about brands through past experiences with the product and its marketing program.
They find out which brands satisfy their needs and which ones do not. As consumers lives
become more complicated, rushed, and time-starved, the ability of a brand to simplify
decisions making and reduce risk is invaluable.

Brands also perform valuable functions for firms. First, they simplify product handling or
tracing. Brands help to organize inventory and accounting records. A brand also offers the
firm legal protection for unique features or aspects of the product. The brand name can be
protected through registered trademarks; manufacturing processes can be protected through
patents; and packaging can be protected through copyrights and designs. These intellectual
property rights ensure that the firm can safely invest in the brand and reap the benefits of a
valuable asset.

Brands can signal a certain level of quality so that satisfied buyers can easily choose the
product again. Brand loyalty provides predictability and security of demand for the firm and
creates barriers to entry that make it difficult for other firms to enter the market. Loyalty also
can translate into a willingness to pay a higher priceoften 20 to 25 percent more. Although
competitors may easily duplicate manufacturing processes and product designs, they cannot
easily match lasting impressions in the minds of individuals and organizations from years of
marketing activity and product experience. In this sense, branding can be seen as a powerful
means to secure a competitive advantage.

To firms, brands thus represent enormously valuable pieces of legal property that can
influence consumer behavior, be sought and sold, provide the security of sustained future
revenues to their owner. Large earning multiple have been paid for brands in mergers or
acquisitions, starting with the boom years of the mid-1980s. The price premium is often
justified on the basis of assumptions of the extra profits that could be extracted and sustained
from the brands, as well as the tremendous difficulty and expense of creating similar brands
from scratch. Wall Street believes that strong brands result in better earnings and profit

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performance for firms, which, in turn, creates greater value for shareholders. Much of the
recent interest in brands by senior management has been result of these bottom-line financial
considerations. Marketing Memo: The brand Report card lists 10 key characteristics based
on a review of the worlds strongest brands.

Maruti Suzuki Limited was established in February 1981, though the actual production
commenced in 1983 with the Maruti 800, based on the Suzuki Swift car which at the time
was the only modern car available in India, its' only competitors- the Hindustan Ambassador
and Premier Padmini were both around 25 years out of date at that point. Through 2004,
Maruti has produced over 5 Million vehicles. Marutis are sold in India and various several
other countries, depending upon export orders. Models similar to Maruti (but not
manufactured by Maruti Suzuki) are sold by Suzuki and manufactured in Pakistan and other
South Asian countries.

Here the topic of the study is Customers Brand Awareness towards MARUTI SUZUKI
SWIFT, with special reference to C.A.R.S India pvt.ltd chennai. This study search for brand
awareness level of customers towards various aspects of the product.

As part of this study, survey is conducted in chennai district. Questionnaire is used to

collect data from customers. While the details regarding the company is obtained from
companies website, magazines etc Sample size of the study takes here is Fifty and
Samples selected from urban and rural areas of chennai district.

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OBJECTIVES

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 OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

. A study on consumers brand awareness towards MARUTI SUZUKI SWIFT.

SECONDARY OBJECTIVES

.To identify the consumers expectation about Maruti suzuki swift

.To analyse the factors effecting buying behaviour .

.To find out consumers attitude towards Maruti suzuki swift

.To suggest measures to improve brand awareness towards maruti suzuki swift.

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SCOPE OF THE STUDY

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Scope of study

The overall scope of the present study considers all the variables
and factors that have major impact over the customers in considering
particular brands. This especially included how a customer regally
evaluate recognizes the brand and what position particular brand
occupies in the customer mind.

This includes how a customer gets attracted towards the brands and what
makes a brand highly significant over their competitive brand. The study
includes how brand awareness among potential customers can be
maintained and improves.

The project has been done in chennai city only. The survey was
confined only to Maruti customers to presently posses only swift. The
survey was especially focused on existing swift owners for finding how
they are influenced by the brand and what made them aware of the
brand. After the survey was done the data was analyzed and also relevant
suggestion were made in order to improve its brand awareness towards
swift as well as Maruti.

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 LIMITATION OF THE STUDY

Sample size taken for the study is only 50 which is small number to arrive at un
biased conclusion.

Because of the time constraints a detailed study is not possible.

Scope of the study is restrict

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 INDUSTRY PROFILE

Automobile Industry

History :

In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented the first
automobile to run on roads. This automobile, in fact, was a self-powered, three-wheeled,
military tractor that made the use of a steam engine. The range of the automobile, however,
was very brief and at the most, it could only run at a stretch for fifteen minutes. In addition,

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these automobiles were not fit for the roads as the steam engines made them very heavy and
large, and required ample starting time. Oliver Evans was the first to design a steam engine
driven automobile in the U.S.

A Scotsman, Robert Anderson, was the first to invent an electric carriage between 1832 and
1839. However, Thomas Davenport of the U.S.A. and Scotsman Robert Davidson were
amongst the first to invent more applicable automobiles, making use of non-rechargeable
electric batteries in 1842. Development of roads made travelling comfortable and as a result,
the short ranged, electric battery driven automobiles were no more the best option for
travelling over longer distances.

The Automobile Industry finally came of age with Henry Ford in 1914 for the bulk
production of cars. This lead to the development of the industry and it first begun in the
assembly lines of his car factory. The several methods adopted by Ford, made the new
invention (that is, the car) popular amongst the rich as well as the masses.

According the History of Automobile Industry US, dominated the automobile markets
around the globe with no notable competitors. However, after the end of the Second World
War in 1945, the Automobile Industry of other technologically advanced nations such as
Japan and certain European nations gained momentum and within a very short period,
beginning in the early 1980s, the U.S Automobile Industry was flooded with foreign
automobile companies, especially those of Japan and Germany.

The current trends of the Global Automobile Industry reveal that in the developed countries
the Automobile Industries are stagnating as a result of the drooping car markets, whereas the
Automobile Industry in the developing nations, such as, India and Brazil, have been
consistently registering higher growth rates every passing year for their flourishing domestic
automobile markets.

The automotive industry designs, develops, manufactures, markets, and sells the world's
motor vehicles. In 2008, more than 70 million motor vehicles, including cars and
commercial vehicles were produced worldwide.

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In 2007, a total of 71.9 million new automobiles were sold worldwide: 22.9 million in
Europe, 21.4 million in Asia-Pacific, 19.4 million in USA and Canada, 4.4 million in Latin
America, 2.4 million in the Middle East and 1.4 million in Africa. The markets in North
America and Japan were stagnant, while those in South America and other parts of Asia grew
strongly. Of the major markets, Russia, Brazil, India and China saw the most rapid growth.

About 250 million vehicles are in use in the United States. Around the world, there were
about 806 million cars and light trucks on the road in 2007; they burn over 260 billion
gallons of gasoline and diesel fuel yearly. The numbers are increasing rapidly, especially in
China and India. In the opinion of some, urban transport systems based around the car have
proved unsustainable, consuming excessive energy, affecting the health of populations, and
delivering a declining level of service despite increasing investments. Many of these
negative impacts fall disproportionately on those social groups who are also least likely to
own and drive cars. The sustainable transport movement focuses on solutions to these
problems.

In 2008, with rapidly rising oil prices, industries such as the automotive industry, are
experiencing a combination of pricing pressures from raw material costs and changes in
consumer buying habits. The industry is also facing increasing external competition from the
public transport sector, as consumers re-evaluate their private vehicle usage. Roughly half of
the US's fifty-one light vehicle plants are projected to permanently close in the coming years,
with the loss of another 200,000 jobs in the sector, on top of the 560,000 jobs lost this
decade. Combined with robust growth in China, in 2009, this resulted in China becoming the
largest automobile market in the world.

Indian Automobile History

The origin of automobile is not certain. In this section of automobile history, we will only
discuss about the phases of automobile in the development and modernisation process since
the first car was shipped to India. We will start automotive history from this point of time.

The automobile industry has changed the way people live and work. The earliest of
modern cars was manufactured in the year 1895. Shortly the first appearance of the car

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followed in India. As the century truned, three cars were imported in Mumbai (India). Within
decade there were total of 1025 cars in the city.

The dawn of automobile actually goes back to 4000 years when the first wheel was used
for transportation in India. In the begining of 15th century Portuguese arrived in China and
the interaction of the two cultures led to a variety of new technologies, including the creation
of a wheel that turned under its own power. By 1600s small steam-powered engine models
was developed, but it took another century before a full-sized engine-powered vehicle was
created.

The actual horseless carriage was introduced in the year 1893 by brothers Charles and
Frank Duryea. It was the first internal-combustion motor car of America, and it was followed
by Henry Ford's first experimental car that same year.

One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost
that featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an
aluminum body. It was usually driven by chauffeurs and emphasis was on comfort and style
rather than speed.

During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-
steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured an 8-
cylinder engine and an aluminum body.

The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that
suited more to the needs of families. In 1930s, vehicles were less boxy and more streamlined
than their predecessors. The 1940s saw features like automatic transmission, sealed-beam
headlights, and tubeless tires. The year 1957 brought powerful high-performance cars such
as Mercedes-Benz 300SL. It was built on compact and stylized lines, and was capable of 230
kmh (144 mph).

This was the Indian automobile history, and today modern cars are generally light,
aerodynamically shaped, and compact.

Emerging India Auto market

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India auto market is a promising industrial sector that is growing immensely every passing
year. Passenger cars are referred to, through use of word "automobile." Whooping growth
experienced by Indian auto market in last financial year itself, that is financial year end in
February, 2007, was very close to a 18 percent over previous fiscal. This statistical fact is a
glittering example of potential of growing auto industry in India.

As per survey conducted by Society of Indian Auto Manufacturers, total number of

automobiles manufactured by auto industry in India, throughout financial year 2006-07, was
very close to 15.5 lakh (1.5 million) margin. Huge of number of automobiles manufactured
by auto industry in India was an enormous growth upon number of autos manufactured
during previous fiscal, that ended in 2006.

Total number of cars that were exported from India were very close to 2.0 lakh (2.0 hundred
thousand) margin, an encouraging sign for auto industry in India. Export of cars
manufactured in India comprised nearly 13 percent of total number of cars manufactured
domestically by auto industry in India.

India auto market looks set to prosper, largely due to growing market for automobiles that is
developing in India. In financial year that ended in February, 2004, Indian auto markets were
fastest growing in world, with registered growth rate touching nearly 20 percent.

Auto industry in India mainly comprises of small car section, which enjoys nearly a 2/3rd
market share of entire market for autos in India. In this respect, Indian markets are largest in
world for small cars, behind Japan.

Indian passenger car market which ranks amongst largest in world, is poised to become even
more larger and enter top five passenger car markets in world in next decade

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COMPANY PROFILE

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MARUTI SUZUKI

Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in
the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently,
18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of
Japan. The Indian government held an initial public offering of 25% of the company in June
2003. As of 10 May 2007, Govt. of India sold its complete share to Indian financial
institutions. With this, Govt. of India no longer has stake in Maruti Suzuki.

Maruti Suzuki Limited (MSL) was established in February 1981, though the actual
production commenced in 1983 with the Maruti 800, based on the Suzuki Swift kei car
which at the time was the only modern car available in India, its' only competitors- the
Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that
point. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold in India
and various several other countries, depending upon export orders. Models similar to Marutis
(but not manufactured by Maruti Suzuki) are sold by Suzuki and manufactured in Pakistan
and other South Asian countries.

The company annually exports more than 50,000 cars and has an extremely large domestic
market in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's
largest selling compact car ever since it was launched in 1983. More than a million units of
this car have been sold worldwide so far. Currently, MARUTI SUZUKI SWIFT tops the
sales charts and Maruti Suzuki Swift is the largest selling in A2 segment.

Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is
commonly used to refer to this compact car model. Till recently the term "Maruti", in
popular Indian culture, was associated to the Maruti 800 model.

Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been
the leader of the Indian car market for over two decades.

Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of New
Delhi. Marutis Gurgaon facility has an installed capacity of 350,000 units per annum. The

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Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a
capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of
100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined
capability to produce over 700,000 units annually.

More than half the cars sold in India are Maruti cars. The company is a subsidiary of Suzuki
Motor Corporation, Japan, which owns 54.2 per cent of Maruti. The rest is owned by the
public and financial institutions. It is listed on the Bombay Stock Exchange and National
Stock Exchange in India.

During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all,
over six million Maruti cars are on Indian roads since the first car was rolled out on 14
December 1983.

Maruti Suzuki offers 15 models, Maruti 800, Omni, Esteem, Baleno, Swift, Versa, Ritz,
Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara. Swift, Swift
dzire, A star and SX4 are manufactured in Manesar, Grand Vitara is imported from Japan as a
completely built unit (CBU), remaining all models are manufactured in Maruti Suzuki's
Gurgaon Plant.

Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars
for three decades. Suzukis technical superiority lies in its ability to pack power and
performance into a compact, lightweight engine that is clean and fuel efficient.

Maruti is clearly an employer of choice for automotive engineers and young managers
from across the country. Nearly 75,000 people are employed directly by Maruti and its
partners.

The company vouches for customer satisfaction. For its sincere efforts it has been rated (by
customers)first in customer satisfaction among all car makers in India for ten years in a row
in annual survey by J D Power Asia Pacific.

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Maruti Suzuki was born as a government company, with Suzuki as a minor partner to make a
people's car for middle class India. Over the years, the product range has widened, ownership
has changed hands and the customer has evolved. What remains unchanged, then and now, is
Marutis mission to motorise India.

ORGANISATIONAL STRUCTURE

Chairman- _ Mr. R. C. Bhargava

Managing Director and CEO Mr. Shinzo Nakanishi

Director _ Mr. Manvinder Singh Banga

Director _ Mr. Amal Ganguli

Director _ Mr. D. S. Brar

Director _ Mr. Keiichi Asai

Director _ Ms. Pallavi Shroff

Director _ Mr. Osamu Suzuki

Director _ Mr. Shuji Oishi

Director _ Mr. Kenichi Ayukawa

Director and Managing Executive Officer (Production)- Mr. Tsuneo Ohash

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REVIEW OF LITERATURE

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 Review of literature shows the previous studies carried out by the researcher in this field. Previous
studies are reviewed in order to gain insight into extent of research. The research problem can be more
understood and made specific referring to theories, reports, records and other information made in similar
studies. This will provide the researcher with the knowledge on what lines the study should proceed and
serves to narrow the problem. The main objective of the study is to measure Brand Awareness of TNPL
products among the people and the reviews are as follows:

Brand

A traditional definition of a brand was: the name associated with one or more items in the product line, that
is used to identify the source of character of the item(s) (Kotler, 2000).

The American Marketing Association (AMA) definition of a brand is a name, term, sign, symbol, or design,
or a combination of them, intended to identify the goods and services of one seller or group of sellers and to
differentiate them from those of competitors

Brand Equity

(Rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brands name and symbol
that adds to or subtracts from the value provided by a product or service to a customer. However, many
factors can be attributed to the value of the brand for example awareness, recall and recognition. Brand
equity as a differentiating factor that can influence consumers response to brands marketing activities. In
an attempt to define the relationship between customers and brands, the term brand equity in the marketing
literature emerged

There have been different perspectives or considering brand equity; the customer-based perspectives, the
financial perspectives and combined perspectives. The first perspective of brand equity is from a financial
markets point of view where the asset value of a brand is appraised (Farquhar, 1991). Customer-based
brand equity is evaluating the consumers response to a brand name (Keller, 1993). While this study focus
on the customer based perspectives.

A Framework for Measuring Customer-Based Brand Equity

Aaker (1991) defines Brand equity as the value that consumers associate with a brand.
It is the consumers perception of the overall superiority of a product carrying that
brand name when compared to other brands. Brand equity refers to consumers
perception rather than any objective indicators. A conceptual framework for

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measuring customer-based brand equity is developed by using the conceptualization
of Aakers five dimensions of brand equity

Five Dimensions of Brand Equity: The Proposed Model

A FRAMEWORK FOR MEASURING CUSTOMER-BASED BRAND EQUITY

1. Brand Awareness

Aaker (1991) defines brand or name awareness as the ability of a potential buyer to recognise or recall that a
brand is a member of a certain product category. Therefore it is important that a link between product class
and brand is implicated because the scope of brand awareness is very wide, ranging from an unsure sensation
that the brand name is recognised, to a conviction that it is the only one in the product class. Brand awareness
refers to the strength of a brands presence in the consumers mind.

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It is a measure of the percentage of the target market that is aware of a brand name . Marketers can create
awareness among their target audience through repetitive advertising and publicity. Brand awareness can
provide a host of competitive advantages for the marketer. These include the following:

Brand awareness renders the brand with a sense of familiarity.

Name awareness can be a sign of presence, commitment and substance.
The salience of a brand will decide if it is recalled at a key time in the purchasing process.
Brand awareness is an asset that can be inordinately durable and thus sustainable. It may be
extremely difficult to dislodge a brand that had achieved a dominant awareness level. Brand
awareness is vitally important for all brands but high brand awareness without an understanding
of what sets one apart from the competition does one virtually no good.

Brand awareness is measured according to the different ways in which consumers remember a brand, which
may include brand recognition, brand recall, top of the mind brand and dominant brand.

Brand recognition: It related to consumers ability to confirm prior exposure to that brand when
given the brand a cue. It requires that consumers can correctly discriminate the brand as having
been previously seen or heard.
Brand recall: Brand recall relates to consumers aptitude to retrieve the brand from memory given
the product category, the needs fulfilled by the category or a purchase or usage situation as a cue. It
requires consumers to correctly generate the brand from memory when given a relevant cue.
Top-of-mind brand: This is the brand name that first comes to mind when a consumer is presented
with the name of a product classification.
Dominant Brand: The ultimate awareness level is brand name dominance, where in a recall task;
most consumers can only provide the name of a single brand.

According to Aaker (1996), for new or niche brands, recognition can be important.
For well-known brands recall and top-of-mind are more sensitive and meaningful.
Brand knowledge and brand opinion can be used in part to enhance the measurement
of brand recall.

2. Brand Associations

A Brand association is the most accepted aspect of brand equity (Aaker 1992).
Associations represent the basis for purchase decision and for brand loyalty. Brand
associations consist of all brand-related thoughts, feelings, perceptions, images,
experiences, beliefs, attitudes (Kotler and Keller 2006) and is anything linked in

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memory to a brand. Chen A.C.H (2001) categorized two types of brand associations
- product associations and organizational associations.

a. Product Associations

Product associations include functional attribute associations and non-functional

associations.

Functional attributes are the tangible features of a product (de Chernatony

and McWilliam, 1989). While evaluating a brand, consumers link the performance of
the functional attributes to the brand (Pitta and Katsanis 1995). If a brand does not
perform the functions for which it is designed, the brand will has low level of brand
equity. Performance is defined as a consumers judgment about a brands fault-free
and long-lasting physical operation and flawlessness in the products physical
construction.

Non-functional attributes include symbolic attributes (Farquhar & Herr 1993)

which are the intangible features that meet consumers needs for social approval,
personal expression or self-esteem Consumers linked social image of a brand,
trustworthiness, perceived value, differentiation and country of origin to a brand.

Social Image

Lassar (2010) limit the reference of the image dimension to the social
dimension, calling it social image as social image contributes more to brand equity.
Social image is defined as the consumers perception of the esteem in which the
consumers social group holds the brand. It includes the attributions a consumer
makes and a consumer thinks that others make to the typical user of the brand.

Perceived Value

Value appeared in several brand equity models (Feldwick 2010) define

perceived value as the perceived brand utility relative to its costs, assessed by the
consumer and based on simultaneous considerations of what is received and what is
given up to receive it. Consumer choice of a brand depends on a perceived balance
between the price of a product and all its utilities (Lassar 1995). A consumer is
willing to pay premium prices due to the higher brand equity.

Trustworthiness

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 Brand equity models (Lassar 2010) regard trustworthiness of a product as an
important attribute in assessing the strengths of a brand. Also define trustworthiness
as the confidence a consumer places in the firm and the firms communications and
as to whether the firms actions would be in the consumers interest. Consumers place
high value in the brands that they trust.

Differentiation/Distinctiveness

The Marketing Science Institute (Leuthesser 2011) states that the underlying
determinants of consumer-based brand equity are that brands provide benefits to
consumers by differentiating products, as they facilitate the processing and retrieval
of information.

Other marketing literatures (Ries and Trout 2010) also stress the importance
of the distinctive character of brand positioning in contributing to the success of a
brand. Distinctiveness is defined as the degree to which the consumer perceives that
a brand is distinct from its competitors. A brand can have a price premium if it is
perceived as being different from its competitors.

Country of origin

Thakor and Kohli (2012) argue that brand country of origin must also be
considered. He defines brand origin as the place, region or country to which the
brand is perceived to belong by its customers. Country of origin is known to lead to
associations in the minds of consumers. The country of origin of a product is an
extrinsic cue, which, similar to brand name, is known to influence consumers
perceptions.

Country of origin refers to the country of origin of a firm or a product (Johansson

2012), or the country where the product is manufactured or assembled. Also states
that less concern should be given to the place where brands manufacture their
products, and more to the place where people perceive the brands country of origin
to be. Therefore, country of origin in the proposed framework referred to the brands
country of origin.

b.Organizational Associations

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 Organizational associations include corporate ability associations, which are those
associations related to the companys expertise in producing and delivering its
outputs and corporate social responsibility associations, which include organizations
activities with respect to its perceived societal obligations

According to Aaker (2012), consumers consider the organization that is the

people, values, and programs that lies behind the brand. Brand-as-organization can be
particularly helpful when brands are similar with respect to attributes, when the
organization is visible (as in a durable goods or service business), or when a corporate
brand is involved.

Corporate social responsibility (CSR) must be mentioned as another concept that is

influencing the development of brands nowadays, especially corporate brands as the
public wants to know what, where, and how much brands are giving back to society.
Both branding and CSR have become crucially important now that the organizations
have recognized how these strategies can add or detract from their value
(Blumenthal and Bergstrom 2003). CSR can be defined in terms of legitimate
ethics or from an instrumentalist perspective where corporate image is the prime
concern.

3. Perceived quality

Perceived quality is the customers judgment about a products overall excellence

or superiority that is different from objective quality (Zeithaml 2013). Objective
quality refers to the technical, measurable and verifiable nature of products/services,
processes and quality controls. He classified the concept of perceived quality in two
groups of factors that are intrinsic attributes and extrinsic attributes. The intrinsic
attributes are related to the physical aspects of a product (e.g. colour, flavour, form
and appearance); on the other hand, extrinsic attributes are related to the product,
but not in the physical part of this one (e.g. brand name, stamp of quality, price, store,
packaging and production information Its difficult to generalize attributes as they are
specific to product categories.

Zeithaml (2013) classify the concept of perceived quality in two groups of factors
that are intrinsic attributes and extrinsic attributes. The intrinsic attributes are related
to the physical aspects of a product (e.g. colour, flavour, form and appearance); on
the other hand, extrinsic attributes are related to the product, but not in the physical

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part of this one (e.g. brand name, stamp of quality, price, store, packaging and
production information. Its difficult to generalize attributes as they are specific to
product categories (Olson and Jacoby 2013)

4. Brand Loyalty

Loyalty is a core dimension of brand equity. Grembler and Brown (1996) define
brand loyalty as the attachment that a customer has to a brand and describe different
levels of loyalty. Behavioural loyalty is linked to consumer behaviour in the
marketplace that can be indicated by number of repeated purchases or commitment
to rebuy the brand as a primary choice. Cognitive loyalty which means that a brand
comes up first in a consumers mind, when the need to make a purchase decision
arises, that is the consumers first choice. The cognitive loyalty is closely linked to the
highest level of awareness (top-of-mind), where the matter of interest also is the
brand, in a given category, which the consumers recall first. Thus, a brand should be
able to become the respondents first choices (cognitive loyalty) and is therefore
purchased repeatedly (behavioural loyalty).

Chaudhuri & Holbrook (2001) mention that brand loyalty is directly related to
brand price. Identify price premium as the basic indicator of loyalty. Price premium is
defined as the amount a customer will pay for the brand in comparison with another
brand offering similar benefits and it may be high or low and positive or negative
depending on the two brands involved in the comparison.

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RESEARCH METHODOLOGY

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Research methodology is the description, explanation and justification of various methods
of conducting research. This area deals with the research design, sources of data collection,
sampling design, hypothesis, and statistical tools used for the data analysis and
interpretation.

1.6.1 STATEMENT OF THE PROBLEM

Since Maruti is one of the most popular brands in India, there is a high need to
understand whether the customers are loyal to the brand and they have any kind of influence
from its awareness. Retaining customers is the main objective of any company. So, a study
to understand the influence of brand awareness seems to be not go vain.

The main objective of the study is to find out, whether there any influence of brand
awareness in buying behaviour.

1.6.2 RESEARCH DESIGN

Descriptive Research

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 A researcher should think about the way in which he should proceed in attaining his
objective in his research work. He has to make a plan of action before starting the research.
This plan of study of a researcher is called the research design. Descriptive research design
is used for this study. Descriptive research design is used to those studies which are
concerned with characteristics of a particular individual or a group

1.6.3. SOURCE OF DATA COLLECTION

Both primary and secondary data have been used for the study.

Primary data

Primary data are those which are collected for the first time which is original in
character. They are collected directly and are reliable. The primary data was collected
through a well structured questionnaire.

Secondary data

Secondary data is those which have already been collected by someone else.
Secondary data has been collected from company records, text books, websites etc

1.6.4. SAMPLE SIZE.

63 respondents where selected as sample size from a sample frame of 450 existing
customers. Mathematical tool was used for obtaining the numbers, it is shown below.

n=

Where

n = minimum sample size required

N =Sample frame

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 P% = the proportion of respondents belonging to the specific
category

Q% = the proportion of respondents not belonging to the specific

category

Z = the value corresponding to the level of confidence required

E = Error value

1.6.5. PILOT STUDY AND PRE-TESTING

The sample frame for this study is 450; for conducting a pilot study,
The researcher have taken 5% of my sample frame, i.e. a size of 23. In
that researcher got 95% responses, so researcher took P as 95% and Q
as 5%.The level of confidence taken is 95%, so the Z value is 1.96.If Z is
95% the E value should be 5%.The pre-test was conducted regarding to
that responds.

1.6.6. SAMPLING TECHNIQUE

In this study, systematic random sampling was used for selecting

samples. The list of population was given by the company.

1.6.7. STATISTICAL TOOL

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 Chi-square test is used for the study. Chi-square test is one of the important tests
developed to test hypothesis. It is a non parametric test. It is frequently used for testing
hypothesis concerning the difference between a set of observed frequencies of a sample and
corresponding set of expected or theoretical frequencies.

X2 = (O E) 2 / E

Where O = observed frequencies,

E = expected frequencies,

Degree of freedom (v) = n-k

n = number of frequency classes

k = number of independent constraints.

For a contingency table with r number of rows and c number of columns the degree of
freedom is

V= (r-1) (c-1)

The following steps are required to determine the value of the chi-square test.

1. Calculate the expected frequencies

2. Take the difference between observed and expected frequencies.

3. Obtain the square of the difference.

4. Divide (O- E) 2 with the expected frequency.

5. Obtain (O E) 2 / E

The calculated value of x2 is compared with the table value of x2 for a given
degree of freedom at a certain specified level of significance. If the calculated value is more
than table value, null hypothesis is rejected and accept the alternative hypothesis. If the

62
calculated value is less than table value, null hypothesis is accepted and alternative
hypothesis is rejected.

The important applications of chi-square test are given below.

To test the variance of a normal population.

To test the goodness of fit.

To test the independence of attributes.

Hypothesis

Hypothesis is considered as the most important instrument in research. A hypothesis is

an assumption or some assumption to be proved or disapproved.

Hypothesis can also be divided as (1) Null Hypothesis or (2) Alternative Hypothesis.

Null Hypothesis: is a statement that no difference exists between a population parameter

and a sample statistic

Alternative Hypothesis: When the null hypothesis is rejected, then, we are accepting the
alternative hypothesis. The alternative hypothesis is the logical opposite of the null
hypothesis.

In this study

Null hypothesis (Ho): - Buying behaviour is independent of brand awareness.

Alternative hypothesis (Hi): Buying behaviour is dependent of brand awareness

62
DATA ANALYSIS AND INTERPRETATION

62
 AGE

TABLE- 1

NO. OF
Sl.No. AGE RESPONDENTS %
1 18-25 25 20
2 26-35 55 50
3 36-45 20 20
4 46 & above 20 10
Total 120 100

CHART- 1

INTERPRETATION

The above study shows that 50 % of MARUTI SUZUKI SWIFT customers are in the age of
26-35, 20 % in the age of 18-25, 20% in the age of 36-45, and 10 % in the age range of 46
and above.

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 EDUCATION QUALIFICATION

TABLE 2

Sl. EDUCATION NO. OF

No. QUALLIFICATION RESPONDENTS %
1 BELOW SSLC 25 20
2 SSLC 15 10
3 HSC 15 10
DEGREE &
4 ABOVE 65 60
TOTAL 120 100

CHART- 2

INTERPRETATION

The above study shows that 60 % of customers are degree and above,20 % are below SSLC,
10 % are SSLC and 10 % are HSC.

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INCOME GROUP

TABLE- 3

INCOME NO.OF
SL.NO GROUP RESPONDENT %
BELOW 1
1 LAKH 70 60
2 1-2 LAKH 20 20
3 2-3 LAKH 15 10
4 3-4 LAKH 15 10
4 LAKH &
5 ABOVE 0 0
TOTAL 120 100
CHART-3

INCOME GROUP

INTERPRETATION

The above chart shows that 60 % of the customers are in th income group of below 1 lakh
p.a, 20 % in 1-2 lakh,10 % in 2-3 lakh and 10 % in 4 lakh & above.

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INFORMATION ABOUT MARUTI SUZUKI SWIFT

TABLE- 4
INDORMATION
ABOUT
S. MARUTI NO. OF
NO SUZUKI SWIFT RESPONDENTS %
1 NEWS MEDIA 80 70
2 FRIENDS 40 30
COMPANY
3 SALESMAN 0 0
4 OTHERS 0 0
TOTAL 120 100

CHART-4

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 INTERPRETATION

The study shows that 70 % of the customers are got information about about MARUTI
SUZUKI SWIFT though News media and a 30 % though their friends.

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 INFORMATION ABOUT SAFETY MEASURES

TABLE- 5

SL INFORMATION NO. OF
NO ABOUT SAFETY RESPONDENTS %
1 NEWS MEDIA 38 32
2 FRIENDS 20 16
COMPANY
3 SALESMAN 62 52
4 OTHERS 0 0
TOTAL 50 100

CHART-5

INTERPRETATION

The research result shows that 52 % of customers got information about safety measures
from the company salesman, 32 % from News media and a 16 % from their friends.

MILEAGE OF THE CAR

TABLE- 6

SL MILEAGE NO. OF %

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 NO RESPONDENTS
1 High Satisfied 50 46
2 Satisfied 70 54
3 Neutral 0 0
4 Dis Satisfied 0 0
Total 120 100

CHART -6

INTERPRETATION

The study showing that 54 % of the customers are Satisfied and 46 % of customers are High
satisfied with the Mileage of MARUTI SUZUKI SWIFT.

ROAD GRIP

TABLE- 7

SL NO. OF
ROAD GRIP
NO RESPONDENTS %
1 High Satisfied 45 34
2 Satisfied 75 66
3 Neutral 0 0
4 Dis Satisfied 0 0

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 Total 120 100

CHART- 7

INTERPRETATION

The study shows that 66 % of the customers are satisfied, and 34 % are high satisfied with
the road grip.

MAINTENANCE COST
TABLE- 8

SL MAINTENANCE NO. OF
NO COST RESPONDENTS %
1 High Satisfied 40 32
2 Satisfied 77 62
3 Neutral 3 6
4 Dis Satisfied 0 0
Total 120 100

CHART- 8

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 MAINTENANCE COST

INTERPRETATION

The research shows that 62 % of customer are satisfied, 32 % are high satisfied, and 6 % are
Neutral with the maintenance cost.

SEATING CAPACITY

TABLE-9

SEATING NO. OF
SL NO CAPACITY RESPONDENTS %
1 High Satisfied 35 28
2 Satisfied 75 64
3 Neutral 10 8
4 Dis Satisfied 0 0
Total 120 100

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 CHART- 9

INTERPRETATION

The graph shows that 64 % of customrs are satisfied , 28 % are high satisfied, and 8% are
neutral with the seating capacity.

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 QUALITY OF AC

TABLE- 10

SL QUALITY OF NO. OF
NO AC RESPONDENTS %
1 High Satisfied 30 20
2 Satisfied 85 78
3 Neutral 5 2
4 Dis Satisfied 0 0
Total 120 100

CHART-10

INTERPRETATION

The chart shows that 78 % of customers are satisfied and 20 % are high satisfied and 2 % are
Neutral with the quality of AC.

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 ENGINE CAPACITY

TABLE- 11

SL ENGINE NO. OF
NO CAPACITY RESPONDENTS %
High
1 Satisfied 15 10
2 Satisfied 40 30
3 Neutral 65 60
4 Dis Satisfied 0 0
Total 120 100

CHART- 11

ENGINE CAPACITY

INTERPRETATION

The study showing that 60 % of the customers are neutral, 30 % are satisfied and 10 % are
high satisfied with the engine capacity if MARUTI SUZUKI SWIFT.

INFORMATION ABOUT MILEAGE

CHART -12

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 INFORMATION
SL ABOUT NO. OF
NO MELEAGE RESPONDENTS %
1 NEWS MEDIA 20 16
2 FRIENDS 75 66
COMPANY
3 SALESMAN 25 18
4 OTHERS 0 0
TOTAL 120 100

CHART-12

INTERPRETATION

The graph showing 66 % of customers got information about mileage from friends. 18 %
from company salesman and 16 % customers from news media.

DESIGN AND STYLE

TABLE -13

SL DESIGN AND NO. OF

NO STYLE RESPONDENTS %

62
 1 High Satisfied 45 38
2 Satisfied 65 58
3 Neutral 10 4
4 Dis Satisfied 0 0
Total 120 100

CHART 13

INTERPRETATION

The research shows that 58 % of customers are satisfied, 38 % are high satisfied and 4 % are
neutral with the design style of the car.

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 SIZE OF THE CAR

TABLE- 14

SIZE OF
NO. OF
THE CAR
SL NO RESPONDENTS %
High
1 Satisfied 45 36
2 Satisfied 55 52
3 Neutral 20 12
4 Dis Satisfied 0 0
Total 120 100

CHART- 14

INTERPRETATION

The graph shows that 52 % of the customers are satisfied , 36 % are high satisfied,and 12 %
are neutral with the size of the car.

SATISFACTION FROM THE VALUE

TABLE-15

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 SATISFACTION
SL FROM THE NO. OF
NO VALUE RESPONDENTS %
1 High Satisfied 30 24
2 Satisfied 80 70
3 Neutral 10 6
4 Dis Satisfied 0 0
Total 120 100

CHART -15

SATISFACTION FROM THE VALUE

INTERPRETATION

The study shows that 70 % of the customers are satisfied,24 % are high satisfied and 6 % are
neutral with the satisfaction with the value.

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 SPACE FOR LUGGAGE

TABLE-16

SL SPACE FOR NO. OF

NO LUGGAGE RESPONDENTS %
1 High Satisfied 15 8
2 Satisfied 50 46
3 Neutral 45 40
4 Dis Satisfied 10 6
Total 120 100

CHART- 16

INTERPRETATION

The graph shows that 46 % of the customers are satisfied, 40 % are neutral ,8% are high
satisfied and 6 % are dis satisfied with the space for luggage.

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 BUYING INDUCEMENT

TABLE-17

SL BUYING NO. OF
NO INDUCEMENT RESPONDENTS %
1 Self interest 34 68
Recommended by
2 friends 14 28
3 Advertisement 2 4
4 Others 0 0
Total 50 100

CHART- 17

BUYING INDUCEMENT

INTERPRETATION

The graph shows the inducement of customers to buy the car as 68 % by self interest, 28
% recomented by friends and 4 % by advertisement.

BRAND SELECTION

TABLE- 18

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 BRAND NO. OF
SL NO SELECTION RESPONDENTS %
1 High Satisfied 19 38
2 Satisfied 31 62
3 Neutral 0 0
4 Dis Satisfied 0 0
Total 50 100

CHART- 18

INTERPRETATION

The graph showing that 68 % of the customers are satisfied and 32 % are high satisfied with
the brand selection.

RANKING METHOD

Analyzing the attribute considered by the consumers while purchasing MARUTI SUZUKI
SWIFT.

RANK

ATTRIBUTE 1 2 3 4 TOTAL

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STYLE 21 13 6 10 50
MILEAGE 3 21 23 3 50
PRICE 19 18 11 2 50

MAINTENANCE 9 5 11 25 50

Analyzing in weighted ranking method.

RANK

ATTRIBUTE 1 2 3 4 TOTAL
4 3 2 1
STYLE 84 39 12 10 145
MILEAGE 12 63 66 3 144
PRICE 76 54 22 2 154
MAINTENANCE 36 15 22 25 98

TOTAL 661

Style = (145/ 661) 100 = 21.94 %

Mileage = (144/661) 100 = 21.79 %

Price = (154/661) 100 = 23.3 %

Maintenance= (98/661)100=14.83 %

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 The test Showing that consumers considering style of MARUTI SUZUKI SWIFT by 21.94
% , Mileage 21.79 %, Price 23.3 % and maintanence 14.83%.

And the result of this test is that Price is the most considering attribute for the
Customers of MARUTI SUZUKI SWIFT.

CHI SQUARE TEST

Chi-Square test is one of the simplest and most commonly used non-parametric tests of
significance. Chi-square test is used to draw inferences about the population dispersion,
mainly the variance. Problems in social research frequently involve the counting of a
number of persons, objects or responses as they occur under various categories or
classification. For example, school children may be classified and counted according to
their reading ability, mathematical ability or their modes o behaviour. Adult citizens may be

62
classified according to whether they are in favour of, indifferent to, or opposed to a
particular social reform. The chi square test is suitable for analyzing data and problems like
those categories and frequencies, Chi square is perhaps the most suitable test to compare the
obtained set of observed frequencies in given categories with a set of theoretical or expected
frequencies within them.

Chi Square = [(O-E)/E]

O= Original frequency,

E= Expected frequency

Ho : Size of the car is not effecting on customers brand selection.

High Satisfied Neutral Dis satisfied Total

Satisfied (%) (%) (%) (%)
Size 36 12 0 120
52
Brand 38 62 0 0 120
selection

Total 74 114 12 0 240

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 Original Expected (O-E) (O-E)/E
Frequency (O) Frequency (E)

36 (74*100)/200=37 1 0.03

52 (114*100)/200=57 25 0.44

12 (12*100)/200=6 36 6.00

0 0 0 0.00

38 (74*100)/200=37 1 0.03

62 (114*100)/200=57 25 0.44

0 (12*100)/200=6 36 6.00

0 0 0 0.00

Sum=12.94

CHI SQUARE = [(O-E)/E]

=12.94

Degree of freedom = (r-1)(c-1)

=(2-1)(4-1)

=3

Level of significance =5%

=0.05

Tabled value =7.815

62
Since calculated value less than tabled value, reject null hypothesis.

Therefore size of the car is effecting on customers brand selection.

62
FINDINGS, SUGGESTIONS AND
CONCLUSION

62
 FINDINGS

FINDINGS

1. 60 % of the respondents are belongs to the income group of below 1 lakh p.a

62
2. The study shows that 70 % of the respondents are got information about about
MARUTI SUZUKI SWIFT though News media and a 30 % though their friends.

3. The research result shows that 52 % of responents got information about safety
measures from the company salesman, 32 % from News media and a 16 % from their
friends.

4. The research showing 66 % of respondents got information about mileage from

friends. 18 % from company salesman and 16 % customers from news media

5. The study shows that 66 % of the respondents are satisfied, and 34 % are high
satisfied with the road grip

6. The research shows that 62 % of respondents are satisfied, 32 % are high satisfied,
and 6 % are Neutral with the maintenance cost.

7. The research shows that 64 % of respondents are satisfied , 28 % are high satisfied,
and 8 % are neutral with the seating capacity.

8. The study shows that 78 % of respondents are satisfied and 20 % are high satisfied and
2 % are Neutral with the quality of AC

9. The study showing that 60 % of the respondents are neutral, 30 % are satisfied and 10
% are high satisfied with the engine capacity if MARUTI SUZUKI SWIFT.

10.The study showing that 54 % of the respondents are Satisfied and 46 % of customers
are High satisfied with the Mileage of MARUTI SUZUKI SWIFT.

11.96 % of the customers are satisfied with the design and style of MARUTI SUZUKI
SWIFT.

12. The study shows that 36% of the respondents are highly satisfied,52% are satisfied
and 12% are neutral with the size of the car.

13. The research showing that 40 % of the customers are not much satisfied with the
space available for luggage.

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 14.The study shows that Around 70 % of the customers are buying MARUTI SWIFT
by self interest.

15.The study shows that100 % of customers are satisfied with the brand selection.

16.. The research shows that 70 % of the customers are satisfied,24 % are high satisfied
nd 6 % are neutral with the satisfaction with the value.

17.

The research shows that the middle income people are accepting the Maruti Swift as
peoples car. They are much aware about the Brand. So the Maruti Swift possessing a well
brand image among the public. The customers are very satisfied with the style, price,
comfortness, mileage, maintenance cost etc. The customers who belong to below 1 lakh
p.a. income group are more interested with the price and after that they considering
comfortness of MARUTI SUZUKI SWIFT. In their view MARUTI SUZUKI SWIFT is the
budgeted car.

62
SUGGESTION

62
SUGGESTION

1. Since 40 % of the respondents strongly argued for the improvement of the availability of
space for luggage. It is the major suggestion from the customers.

2. The customers are not getting much information about the engine details of MARUTI
SUZUKI SWIFT from outside. Majority of them are getting information from the company
salesman. So the advertisement should provide more details about the engine.

3. The research reveals that only 4 % of the customers induced to buy MARUTI SUZUKI
SWIFT by the effect of advertisement. So it results that the advertisement is not so effective.
So the company should take some improvement in the advertisement.

4. Some portion of the customers are suggesting make some innovative change in the design
and style of MARUTI SUZUKI SWIFT without changing the price.

5. The size of the car should be increased.

6. A little more space needed for comfort seating facility.

7. In this study I found that Pick up of the car decreases if you use the AC. So I suggest the
company to solve this problem.

8. The driver want to push the drivers seat completely behind to drive comfortably because
the leg room is small. I suggest the company to solve this problem.

9. Quality of Plastic is low. The customers suggesting that company should improve the
quality of plastic.

10. Some respondents opinion is that Engine Noise enters the Cabin and is very annoying.

62
 CONCLUSION

Conclusion

Since the brand awareness of consumers is the purpose of this study. Survey is
conducted in Chennai district through questionnaire taking 50 customers. From this survey I
got valuable suggestions, opinion and views of the customers. The ranking test showing that
Price is the most considering attribute for the Customers of MARUTI SUZUKI SWIFT.
And the Chi square test shows that the size of the car is effecting on customers brand
selection.The customers have strong suggestion for improvement mainly in the availability

62
of space for luggage. The middle class peoples are considering the MARUTI SUZUKI
SWIFT as the budgeted car. From this study it is clear that MARUTI SUZUKI SWIFT have
a good brand image among the public and the customers had been satisfied with the product
performance. The customers are well aware about the performance and features of MARUTI
SUZUKI SWIFT.

62
BIBLIOGRAPHY

62
BIBLIOGRAPHY
1. Philip Kotler & Kevin Lane Keller- Marketing Management.
2. Kothari.C.R- Research Methodology.
3. A. Vinod Marketing Management.
4. www.wikipedia.com
5. www.C.A.R.Sindia.in
6. www.marutisuzuki.com
7. www.gaadi.com

QUESTIONNAIRE

62
 A STUDY ON CONSUMERS BRAND AWARENESS TOWARDS
MARUTI SUZUKI SWIFT
QUESTIONNAIRE
1. Name :

2. Age : 18-25 26-35 36-45 46 & above

3. Educational qualification :
Below SSLC SSLC HSC Degree & above
4. Which income group you belongs to?
Below 1 lakh 1-2 lakh 2-3 lakh 3-4lakh 4lakh & above
5. What are the attributes considered while purchasing MARUTI SUZUKI
SWIFT?
Rank them (1-4) Style Mileage Price Maintenance
6. Where did you got information about MARUTI SUZUKI SWIFT?
News media Friends company salesman Others
7. Where did you got information about safety measures of MARUTI
SUZUKI SWIFT?
News media Friends company salesman Others
8. How satisfied are you with the mileage of the car?

High Satisfied Satisfied Neutral Dis satisfied

9. Are you getting the expected road grip?

High Satisfied Satisfied Neutral Dis satisfied

10. How is the maintainence cost relative to your expectation?

62
 High Satisfied Satisfied Neutral Dis satisfied
11. Are you satisfied with the seating capacity?

High Satisfied Satisfied Neutral Dis satisfied

12. Are you satisfied with the quality of AC ?

High Satisfied Satisfied Neutral Dis satisfied

13.How did you come to know about engine capacity?

News media Friends company salesman Others

14. From where did you got information about mileage of MARUTI SUZUKI
SWIFT?

News media Friends company salesman Others

15. Are you satisfied with the design and style?

High Satisfied Satisfied Neutral Dis satisfied

16. Are you stisfied with the size of the car?

High Satisfied Satisfied Neutral Dis satisfied

17. What is the degree of satisfaction derived from the product as per
value paid for MARUTI
SUZUKI SWIFT?

High Satisfied Satisfied Neutral Dis satisfied

18. Mention your satisfaction regarding space available for luggage.

High Satisfied Satisfied Neutral Dis satisfied

19.What induced you to buy MARUTI SUZUKI SWIFT?

Self interest By friends Advertisement Others

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20.Are you satisfied with your brand selection?

High Satisfied Satisfied Neutral Dis satisfied

62