A Synopsis on

Customers Preference For Maruti Suzuki Cars in Delhi-NCR

Submitted for partial fulfillment of requirement of course of BRM in 2nd Trimester

Guided By: Dr. Sanjay Rastogi

Submitted By: Anil kumar Roll No. : JKPS/PGDM/01

Research Centre J.K. Padampat Singhania Institute of Management & Technology, Gurgoan (2011-2013)

Introduction

The automobile industry is one of the core industries in India economy, whose prospect is reflective of the economic resilience of the economy. Indian automobile industry has come a long way to from the era of the Ambassador car to Maruti 800to latest M&M Xylo. An industry is highly competitive with a number of global and Indian companies present today. It is growing at a pace of around 18% per annum for the last five years and is projected to be the third largest auto industry by 2030 and just behind to US & China, according to a report. The industry is estimated to be a US$ 34 billion industry. With the liberalization of the economy, India has become the playground of major global automobile majors.

Indian Automobile industry can be divided into three segments i.e. two wheeler, three wheeler & four wheeler segment. Two wheeler segments enjoys 75% market share of automobile industry, followed by passenger vehicles with the 16% share of market. Three wheeler segments have merely 4% share in domestic market. The domestic two-wheeler market is dominated by Indian as well as foreign players such as Hero Honda, Bajaj Auto, Honda Motors, TVS Motors, and Suzuki etc. Maruti Udyog and Tata Motors are the leading passenger car manufacturers in the country. And India is considered as strategic market by Suzuki, Yamaha, etc. Maruti Suzuki India
Ltd. Established in December 1983 has ushered a revolution in the Indian car industry.

Human beings, in general, are complex creatures who often do not seem even to know their own minds. It is seldom easy, and sometimes impossible, to generalize about human behavior. Each individual is a unique product of heredity, environment and experience. Predicting such a strange behavior of people is a difficult and complicated task, filled with uncertainties, risks, and surprises. Today, business around the world recognizes that the consumer is the king. Knowing why and how people consume products helps marketers to understand how to improve existing products, what types of products are needed in the market place, or how to attract consumers to buy their products. The era of liberalization, privatization and globalization has brought changes in society and lifestyle of people.

Review of literature:-

Mandeep Kaur and Sandhu (2006) Attempted to find out the important features which a customer considers while going for the purchase of a new car . The study covers the owners of passenger cars living in the major cities of the State of Punjab and the Union Territory of Chandigarh. The respondents perceive that safety and comfort are the most important features of the passenger car followed by luxuriousness. So the manufacturers must design the product giving maximum weight age to these factors.

Chidambaram and Alfread (2007) Postulates that there are certain factors which influence the brand preferences of the customers .
Within this framework, the study reveals that customers give more importance to fuel efficiency than other factors. They believe that the brand name tells them something about product quality, utility, technology and they prefer to purchase the passenger cars which offer high fuel efficiency, good quality, technology, durability and reasonable price.

Satya Sundaram (2008)

Analyzed how the competition makes the automobile manufacturer to launch at least one new model or a variant of the model every year. This survey also pointed out that diesel cars are becoming popular in India and the announcement of reductions in excise duties by the government has helped to some extent to boost the demand.

Clement Sudhakar and Venkatapathy (2009)

Studied the influence of peer group in the purchase of car with reference to Coimbatore District . It was also found that the influence of friends is higher for the purchase of small sized and mid sized cars.

Reference: (Sri Krishna International Research & Educational Consortium http://www.skirec.com)

OBJECTIVES OF STUDY(1) To identify and analyze the factors influencing the purchase of cars. (2) To know customers preference regarding small & medium cars. (3) Examine the customer perception about the maruti Suzuki car.

HYPOTHESIS 1. Maruti Suzuki cars are the most reliable car present in the market. 2. Maruti cars are User friendly in terms of ride and luxury.

Research Design

Exploratory research is used for the study 1. Sampling frame: People having maruti Suzuki car in Delhi Ncr. 2. Sample unit: 3. Sample size: 4. Total 5. Sample collection method sector 14, sector 15, Dlf , Rohini area. 10 people from each area using convenient sampling Method.

Scope of study:

o The scope of present study is very vast. If the organization is concerned, it will benefit by interpreting the results in the way so that they can come to know what should they do and where is the firm leading & lagging as compared to its competitors.

o The firm can redesign its services & their cost structures keeping in mind the services & costs of its competitors.

o To prospective customer, this study will help him to choose where to opt car.

Bibliography:

Books
(1) Crm- chattopadhya (A study of the automobile segment in India,) (09-03-2006)

(2) Crm-mishra and joshi (customer relationship management) (01-08-2010)

Journals
(1) Icfai university press ( Business Aviation) (05-02-2010)

(2) Business and economy ( customer relationship management) (09-12-2011)

Web sites
Www.marutiudyog.com Gurgaon.nic.in/maruti.htm Auto.indiamart.com Economictimes.indiatimes.com