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ST.

JOSEPHS DEGREE COLLEGE KNL,

2009-10

CONSUMER PERCEPTION ON MARUTI ALTO lets go KURNOOL A PROJECT WORK BY

Naveen Kumar.E
UNDER THE GUIDANCE OF

K.VISWESWARA REDDY M.A. NET.Ph.D

St. JOSEPHS DEGREE COLLEGE


KURNOOL. AFFILIATED TO

SRI KRISHNADEVARAYA UNIVERSITY


ANANTUPUR 2009 2010

ST. JOSEPHS DEGREE COLLEGE KNL,

2009-10

DECLARATION
I, the undersigned here by declare that this report entitled A STUDYON CONSUMER PERCEPTION OF MARUTHI ALTO in Kurnool town is a record of bonafide research carried out by me under the expert guidance of Mr. RAHEEM KHAN, M.S.A Motors authorized MARUTI dealer, Kurnool and under the supervision of Mr. RAJSEKHAR, Lecturer in Commerce. It has not previously formed the basis for the award of any degree or any diploma from any university including SRI KRISHNADEVARAYA UNIVERSITY, ANANTAPUR. Place: Kurnool Date:

Naveen Kumar.E

ST. JOSEPHS DEGREE COLLEGE KNL,

2009-10

M.S.A. MOTORS AUTHORISED MARUTI DEALERS ABDULLAH KHAN ESTATE KURNOOL


Phone No: 221427, 222791 Fax No: 249968

CERTIFICATE
This is to certify that Mr.NAVEEN KUMAR.E has completed his project report entitled Marketing with special reference to consumer perception on Maruti ALTO under our observation satisfactorily.

SIGNATURE

ST. JOSEPHS DEGREE COLLEGE KNL,

2009-10

ACKNOWLEDGEMENT
I express my sincere thanks to Ms. SHOWRILU REDDY, Principal of St. Josephs Degree College, for her support. I, sincerely express my thanks to Mr. VISWESWARA REDDY (Lecturer in Economics guided me with his valuable opinion. I would also like to thank the dept. of commerce for their support I would like to express my sincere thanks to Mr. RAHEEM KHAN, sales officer, M.S.A Motors, authorized MARUTI dealers, whose support enriched the project report. I am thankful to Mr. MUSTAQ AHMED, service manager and Mr. FAYAZ, service supervisor, for providing necessary and valuable information. Finally my special thanks to all my friends for their continuous inspiration and help.

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CONTENTS
Title INDUSTRY PROFILE COMPANY PROFILE DEALER PROFILE CORPORATE BRIEF METHODOLOGY LIMITATIONS CONSUMER PERCEPTION MARKET SHARE STATISTICAL ANALYSIS CUSTOMER BENEFITS OF MARUTI ALTO FINDINGS SUGGESTIONS QUESTIONNAIRE CONCLUSION BIBLIOGRAPHY Page No 12 3 7 8 9 12 13 14 15 16 19 20 21 25 26 27 28 29 31 32 33

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OBJECTIVES

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2009-10

OBJECTIVES OF THE STUDY:The following are the objectives of the study. To understand the level of consumer satisfaction about the Maruti Cars. To study the consumers attitude towards various brands of Maruti. To understand the nature and extent of competition that is existing in present day automobile industry. To determine the market potential for Maruti Cars. To suggest suitable recommendations for improving the level of customer statisfaction.

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COMPANY PROFILE

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2009-10

COMPANY PROFILE

The company MARUTI LTD was incorporated under the provisions of India Companys act 1956 on June 14, 1970 on October 30, 1980. The Central

Legislature (parliament) of India passed the MARUTI Limited act 1980, which acquired the under taking of the aforesaid company. On February 24, 1981 MARUTI UDYOG Limited was incorporated under the India Companies Act 1956, as a government company for modernization of Indian automobiles industry and production of fuel efficient vehicle.

MARUTI UDYOG Limited is a joint venture of Complaint no-1 and Complaint no-2. Complaint no-1 in this administrative proceeding is a company registered under Indian Companies Act 1956 and complaint no-2 is a corporation duly organized under the laws of Japan the trade marks MARUTI and Suzuki join to form a hybrid trade mark. MARUTI SUZUKI which represents both the complaints. The side parties entered into a license agreement and a joint venture agreement in terms of the said license agreement and subsequent license in relation to various model of vehicles the trade mark MARUTI Suzuki is to be displayed dominantly on all products manufactured.

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The trade mark of MARUTI is duly register with respect of vehicles, but bodies, auto mobile parts and fittings, under the Indian trade and merchandise Marks Act 1958, since October 25, 1976. It has also applied for the registration of the trade mark MARUTI and Wing Device in class four in respect of industrial oils, greases and lubricants and the trade mark MARUTI in class 9 with respect to audio systems for vehicles under the Trade Merchandise Marks Act 1958.

The trade mark MARUTI and the logo of wing device with word mark MARUTI underneath is also registered under the relevant trade mark laws in nineteen countries like India, Poland, Italy, SRILANKA, Australia, etc

The trade mark Suzuki is registered under the trade mark laws in 90 countries like Japan, Argentina, France, Singapore, Australia, Denmark, Switzerland, Sweden, Romania etc.

The complainants have used the mark MARUTI Suzuki since a very long time. Since December 1983, till date, 2.9million vehicles including the domestic sales and export to 36 countries across the world are using the said trade mark. Since 1983, they expended enormous amounts of money in publicizing an promoting their trade marks.

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HISTORY
Mr. Walchand Hirachand Seth and Mr. Ghanshyamdas Birla are the Pitmans of Indian car industry. Mr. Walchand Hirachand started Premier

Automobiles Ltd. (pal) in 1942, followed by Mr. Ghanshyamdas Birla in 1942 that registered Hindustan Motors (HM) at Vadodara and started its first plant at Okaha, Gujarath. These were those kind of plants where machines and spare parts were being imported and were fixed into the body made in India in 1944. Mr. Valchand Hirachand promised to make 100% Indian cars as soon as possible. But after

independence Jawaharlal Nehru protected him from doing so due to his socialist mindset and being fasinated by Russia (through he himself had many cars at that point of time!) The credit for making 100% Indian cars can be given to the great Mr. J.R.D. TATA and TELCO who manufactured TATA Estate which was launched in 1988 and was priced 4.22 lakh. IN the era of licensing i.e. after 1950s for every car manufactured in India minimum rupees 25000/- had to be paid as premium on the market price, they used to be a rush for obtaining a car.

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In the year 1980, MR. SANJAY GANDHI forced Mrs. INDIRA GANDHI to start an mobile auto company to manufactures 100% Indian car. The opposition didnt let the parliament work on this issue and boycotted the parliament. Mr. ARUNSHOURIE (who is the divestment minister at present) criticized Mrs. GANDHIS government for Sanjays venture and termed. MARUTI as MAAROTI and stated that Mrs. Gandhi would have to cry for Sanjays venture. After rigorous opposition M.U.L saw its dawn n 1981 after collaboration with Suzuki motors of Japan. IN 1983 MUL announced a launch of its first model m-800, by 1984. Deposit worth Rupees 10000/- (paying interest rate 7%) was collected per car registered: in just 6 months they collected a whopping deposit worth rupees 135 cores. The first lot of 20,000 cars was on the road by 1984(which gave a stiff competition to models launched by PAL and HM) the public got fascinated by M-800 instantly. As the cars manufactured werent able to meet the demand (for e.g., if I had booked a car in 1985, I used to get the delivery of it in 1987 or 1988), M-800 gave a mew side business. Whoever was allotted the car, sold it at a minimum

Premium of Rs 10000/-, minimum 25% of cars manufactured were sold in this fashion and so the motto to stop charging premium from customers wasnt successful it became a business for all, whether the person was a middle class person or a rich person, everyone wanted to earn profit

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out of it, a lucrative business was handy (similar incidents have been noticed for Mahada in Mumbai and NaviMumbai). And so, the MUL started running and

simultaneously the business attached to it till 1994; now came the period when the private players became aggressive. PAL collaborated with FLAT MOTORS, HM with GM, TELCO with DAIMLER CHRYSLER, MAHINDRA &

MAHINDRA WITH FORD MOTORS, etc. AT PRESENT Prior to private players becoming aggressive and foreign companies entering the India market, MULS market share used to be 80% which at present is 60% market share. It has 2000 plus strong dealer net work and authorized service station all over India. Spare parts of all the models are easily available and that too they are available in Lech, Ladakh. Turnover is heading towards Rs. 100 billions. In January, 02 the auditors of the company and financial analyst calculated its net worth share at Rs. 3280/- having a face value of Rs. 100/- per share now, lets take a quick look at the models launched by MUL.

M-800 Launched in 1984, have already been sold in millions: serve the need of middle class Indians. A brand new air conditioned car just at Rs, 2, 50,000/- through having lot of cons such as lack of enough leg room, no lumbar support, etc. has enough pros to attract middle class Indians.

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2009-10

ZEN Launched in 1994 having 999cc engine was highly acknowledged in GENERVA AUTO SHOW held in 1998, for giving world class facilities at a very low cost. Draw backs of M-800 cant be found in this car. Zen can be found running on European roads through in small numbers, successful in Europe due to its cost competitiveness and providing world class facilities at such a low cost. ALTO Launched in 2000 and 2001 respectively, ranks 3 rd (Alto) in terms of sales. Alto was launched in eight different colors with engine capacity of 796cc. It is launched with an attractive logo ALTO lets go. It is the most fuel efficient car. The different models in MARUTI alto are ALTO, ALTO lx, ALTO lexis, and ALTO fun. It is

successful in India due to its cost competitiveness, fuel efficiency and providing world class facilities at such a low cost.

WAGON R Launched in 20 and 2001 respectively. It is successful with its spaciousness. A 4seater car having the capacity of 1061cc. mesmerizes with its performance having maximum power respectively. GYPSY Not so successful a sports utility vehicle. It gets hungry very fast compared to other SUVs available and has many other drawbacks. and giving 16kmpl as a mileage. It

16-valve, 64bhp of engine control and

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ESTEEM (a modified version o Fm-800 launched in 1992) Launched in 1994 a mid-size car was highly sold car prior to private players entering in this segment, but now not a failure is still able to find customers due to low price and strong dealer network. BALENO Launched in 2000 a kind of mid size luxury car isnt up to mark. Doesnt satisfy the term luxury, so can be called a complete failure.

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DEALER PROFILE

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2009-10

DEALER PROFILE
M.S.A Motors authorized MARUTI dealer is a registered firm under Partnership Act the firm is managed by on Mr. SHAHED ALI KHAN, Managing Director. There are 3partners in the firm. The other 2 partners are MASOOD ALI KHAN AND AHMED ALI KHAN.

M.S.A Motors, authorized dealer in sales, spares and service was commenced in the year 1998 in May 5. Dealership franchise was awarded to this firm for the Districts of Kurnool, Ananthapur, Cuddapah and Mahaboobnagar. The name M.S.A motors is synonymous for customer service they have established a reputation for clear business.

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CORPORATE BRIEF

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CORPORATE BRIEF
The proof of MARUTIS successful fig lit back lies in the fact that it ha today 62% of the small car segment which accounts for 80% of the India passenger car market. The story about a doting mothers determination to fulfill her head strong sons obsession leading to the genesis of MARUTI UDYOG Ltd., Indias leading car maker today, is a familiar one. Not so well known, even to the top echelons at MARUTI is how a play on ego enables Suzuki to be associated with MARUTI. When the Indian team visited Japan back in the early 1980s in its hunt for a collaborator fledgling MARUTI, its eyes were on the biggies like Toyota, Nissan and Honda. Suzuki motor corporation was then a minor player in a four wheeler league, its maintain strength being in tow- wheelers The giants had their top bosses present during the initial introduction phase with the Indian team. The constant presence of the top gun had two effects on the Indian team members - it subtly messaged their egos and also convinced them about the sincerity of Suzukis bid. Ego or no ego, the Indian teams choice of Suzuki as a partner for MARUTI was, in hindsight, a very perspicacious move. In order to prove that it was the right choice despite being a relatively small and unknown player, Suzuki went out of its way to ensure that MARUTI was a success. No doubt, the government connection ( and the all powerful doting mother) was a help to Suzuki in such matters as import clearances for manufacturing equipment (a sore point with the Indian machine tool industry then), obtaining land for the factory and excise tariffs. But, it cannot to gain said that Suzuki consciously nursed MARUTI through its infancy. The results are there for all to se. MARUTI has made profits in all the past 20 years since inception, barring 2001. It has today over 50 percent share of a highly competitive Indian car market and exports the largest number of cars to the developed countries of western Europe. Last year (2002-2003), it sold 3.26 lakh cars and the figures for the first of indicate the total sales for 2003 2004 may touch 4.50laks. Exports have grown a phenomenal 98% during April October by this year to cross 22,400units.

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It is not just new processes or product technology brought in by Suzuki that made Maruti different. What Suzuki brought to the table was a whole new manufacturing culture that included participative management, team work, communication and information sharing, open office system, Kaizen (continuous improvement), multi skilling of operators, common canteen and uniform, flat hierarchy, immaculate house keeping ( the famous Japanese 5s way), bottom up innovation, in line quality assurance processes and widespread quality circle movement. NO doubt, many of these characteristics had been mentioned about earlier in India as relating to typical Japanese manufacturing culture but Maruti was the first Indian company where the practices were actually implemented from top to bottom. The MARUTI factory at Gorgon, near Delhi can be a culture shock for a visitor, not a wet or oily patch to be seen, no shavings or cuttings strewn on the floor, all tools and parts and stock-in-progress neatly in place, gauges free of dust, piping sans leaks, cover plates all in place, no peeling paint on the machines, walkways clearly marked, adequate lighting and a clean atmosphere that is the scene. In fact, the manufacturing process instituted at MARUTI although comprising such hitech equipment like transfer line presses and CNC machines, was a far cry from the level of automation and robotisation in use in leading car factories around the world then. The first product the MARUTI 800 was no great shakes in automobile technology, being based on a model introduced in Japan in the late 1970s. It would do other Indian companies a lot of good to sent their engineers and workers to visit the MARUTI factory and check for themselves how a factory cab be as spick and span as a hospital. All this helped MARUTI in becoming what the other Indian car companies then were not the manufacturer of a low-cost, high quality family car in large volumes which broke the entry level barriers to car owning in India and turned the automobile market in the country into a mass market. Perhaps, the MARUTI 800 is the cheapest mini in the world at present. To achieve this, MARUTI has taken recourse to low cost automation a sort of halfway house between manual methods and robotisation. This substantially improves productivity and reduces operator fatigue without heavy capital expenditure. These 100 odd low cost automation projects were developed in house data fraction of the costs involved had the systems been bought from outside.

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The cost of developing the system was a mere Rs. 5laks, compared 35laks for purchasing a robot to do the same task. The payback on the investment was just one year. A few years ago, when the Koreans and then Tata Motors came in with their sophisticated entry level models, MARUTI which had only the relatively dated M 800 in its arsenal, began losing its market share, which rapidly slipped from an over whelming 70 per cent to below 40. Observers started wondering whether MARUTI would suffer the fate of the single morsel Hindustan Motors back in the 1980s. However, the flexibility of its manufacturing line and intimate association with local component vendors, MARUTI was able to rapidly bring into the Indian market a large number of more contemporary models available in the Suzuki stable an effectively counter the Korean offensive. The proof of MARUTI successful fight back lies in the fact that it has today 62% of the small car segment which accounts for 80% of the Indian passenger car market.

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METHODOLOGY

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METHODOLOGY
In the present study the required information is collected by th Random Sampling Method. A questionnaire was developed for the purpose of collecting Only and the sample size primary date relevant to the objectives of the study. The Researcher has selected a sample area was restricted to Kurnool town of AP. selected for the survey is 100 customers.

A: PRIMARY DATA COLLECTION:


For collecting primary data researcher uses the close ended questionnaire. The questionnaire consists of questions relating o various aspects of the study. Direct interview technique is used to get the required information from the respondent. For proper data collection, the questionnaire is divided into 3 sections, The first section of the questionnaire is prepared mainly for collection the personal information about the customer. The second section of questionnaire is to collect the information about MARUTI ALTO i.e. Features which attracted them to buy, mileage and rating of MARUTI ALTO. The third section of the questionnaire is meant to know the vehicle preferred by the customer to MARUTI ALTO and suggestions o improve MARUTI ALTO.

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B. SECONDARY DATA COLLECTION: Date pertaining to the company is collected from the catalogues and companys brochures. The company profile gives a detail report of the past records of the organization. SCOPE OF THE STUDY: The scope of the study of the present work is confined to Consumer Perception of MARUTI ALTO The source of the data for study was primary in nature. A comprehensive questionnaire was developed for that purpose. The use of the secondary data form various sources were also made. For interpretation of data. Averages, percentages, pie-diagrams and bar diagrams have been applied.

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LIMITATIONS

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LIMITATIONS
1. The survey was conducted only in Kurnool town and hence it reflects the attitudes of people of this area and not the total market. 2. Time was not sufficient enough to carry on the research work satisfactorily as we were given only a month period otherwise the work would have been satisfactory. 3. Research work needs a lot of statistical work, collection, tabulation and interpretations we are not experienced in this field we were unable to draw necessary results. 4. Another important limitation is the bias of the researcher and customer.

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CONSUMER PERCEPTION

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CONSUMER PERCEPTION
The process of receiving organizing and assigning meaning to information or stimuli detected by our five senses is known as perception. Perception is a complex process by which people select and interpret sensory stimulation in to a meaningful picture of the world. Perception = Sensation + Comprehension + Interpretation. A fundamental aspect of perception is that it represents the receivers effort to organize receives stimuli into a meaningful structure. In doing so two major groups of factors. Perception plays a major role in the stage of buying decision process where alternatives are identified when something is sensed, the mind is capable of receiving information, comparing it to a huge store of images in memory and providing an interpretation. Perception occurs quickly and often with very little information, but it is a powerful factor in decision making. Though important visual stimuli are one factor in perception, consumers make use of all the five senses. Every day we come in contact with an enormous number o marketing stimuli. However the perceptual process is selective in very specific ways. We pay attention in exception. That is, of all the marketing stimuli our senses are exposed to, only those with the power to capture and hold our attention have the potential of being perceived. This phenomenon on is called selective attention. As part of perception, new information is compared with a persons existing stare of knowledge, or frame of reference. If an in consistency is discovered, the new information will be disserted to confirm to the established beliefs. selective distortion. This is

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We attain only part of what we have selectively perceived. This is known as selective retention. There are many communication implications in this selectively process. For example, to grasp and hold attention, an ad must be involving enough to stimulate the consumer to seek more information. If the ad is to figure but. Thus the goal is mildly ambiguous first impression that heightens the consumers interest. Selecting distortion tells us that marketer cannot assume that a message, even if it is factually correct, will necessarily be accepted as fact by consumers. In designing a message, the distance between the audiences current belief and the position proposed by the message must be considered. If the distance is large a moderate claim may be more believable than a dramatic claim and therefore more effective is moving consumers in the desired direction. Even messages received undistorted are subject to selective retention. into the recipients memory. Marketing stimuli include features, advertising, message and pricing. The Consequently, ads are repated repeated many times. The hope is that numerous exposures will fetch the message

marketer has to guide consumers to see what he would like them to see in the stimuli and as understanding of consumer perceptual process helps in a great deal.

Different perceptual processes:


1. Selective perception: It is the process by which consumers are naturally attentive to information which relates to their current needs, which supports their beliefs and attitudes.

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a) Consumer tends to filter or screen out information which is not need related and that which contradicts their existing beliefs and attitudes. 2. Perceptual organization: It is the process by which consumer categories information regarding products. a) Products are classified by consumers as high prices low quality, cheap, medium sized etc., based on the level of attributes present in the products. b) Consumers also categories information by association with the brand name and brand image. c) Consumers generalize by linking new information to existing or familiar information. 3. Perceptual integration: It is the process by which people Establish the connection between a stimulus and its back ground. a) Closure is the tendency of a person, to complete the missing elements in an incomplete stimulus.

b) Context affects perception: perception about products. distributed affected its image. 4. Different perceptions thus

The setting of an advertisement influence The store in which a product is placed (or)

hold:

This

refers

to

the

smallest This is

detectable difference between the two values of the same stimulus. also called the first noticeable difference1.

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a) Consumers have to perceive a difference between product variance claiming strong, improved smoother, bigger, tastier. Unless the difference is strength is beyond the o.k. it is not felt by the consumer and either the new version or the old version of the product is likely to die. b) Often leading brands advertise and caution consumers to be aware of limitations, as many cheaper brands copy their packaging, main training a very small difference in order to avoid legal tangles. 5. Perceptual adoption: A frequency repeated stimulus wears out because consumes no longer notice it. It becomes so much a part of their surrounding that consumers get adapted to it and ignore the stimulus. This is why marketers bring out product variants. The same brand in new exciting colors, newer packaging and new advertisement.

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MARKET SHARE

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DIAGRAM REPRESENTING THE MARKET SHARE OF MARUTI

. But its market share remains about 50% Figure in %

2008-2009 55

2005-2006 62 2005-2006 2006-2007 2008-2009

2006-2007 58

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STATISTICAL ANALYSIS

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DIAGRAM SHOWING THE CUSTOMERS RESPONSIVE TO THE PRICE


Price REASONABLE HIGH LOW 78 22 78% 22% No. of Customers % of customers

90 80 70 60 50 40 30 20 10 0

78

No.of Customers 22 0
NA BL E HI G H

% of customers

78%
W LO

22%

The above table suggests that nearly 78% of the respondents i.e., 78 members felt that the price was reasonable. Only 22 respondents (22%) felt that the price was high. Hence, we can say that the pricing of MARUTI ALTO is appropriate.

RE A

SO

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MILEAGE DIAGRAM REPRESENTING EXTENTION OF INFLUENCING FACTORS


CATEGORY NO. OF RESPONDENTS 23 25 38 14 % OF RESPONDENTS 23% 25% 38% 14%

FAMILY FRIENDS ADVERTISEMENTS MECHANICS

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14

23

FAMILY FRIENDS ADVERTISEMENTS

38

25

MECHANICS

Nearly 23% of the respondents said that were influenced by their family 25% by their friends while 38% were influenced by the advertisements. It can be seen that the sales can be improved by effective advertising the mechanics influenced 145 of the respondents.

60 50 40 30 20 10 37% 0 13-16 37

53

Series1 Series2 10 53% 16-19 10% 19-22

As it is clear from the above table, majority of the respondents 53% get a mileage around 1619 kmpl. Only 10% of the customers got 19-22 kmpl, which is near to the 20kmpl. As stated by the company, only 37% got a poor mileage of 13-16 kmpl.

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DIAGRAM RESPONDING PREFERENCE OF A SERVICE AT DIFFERENT CENTERS

CENTER

NO. OF RESPONDENTS

% OF RESONDENTS

AUTHORIZED SERVICE CENTER LOCAL WORK SHOPS

85 15

85% 15%

LOCAL WORK SHOPS, 15

AUTHORIZED SERVICE CENTER LOCAL WORK SHOPS AUTHORIZED SERVICE CENTER, 85

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When asked about where they get the vehicle serviced, a majority of the respondents; 85%, went to the authorized service center. 15% of respondents did it at the local work shops.

DIAGRAM REPRESENTING NEXT PREFERRED CAR


VEHICLE PREFERRED NO. OF CUSTOMERS % OF CUSTOMERS

INDICA SANTRO ZEN GETZ

17 25 48 10

17% 25% 48% 10%

60 50 40 30 SANTRO, 25% 20 INDICA, 17% 10 INDICA, 17 0 INDICA , SANTRO SANTRO, 25 GETZ, 10% GETZ, 10 , ZEN , GETZ ZEN, 48 Series2 Series1

ZEN, 48%

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It is clear from the above table, majority of them 48%, prefer ZEN. Preference for SANTRO, INDICA, and GETZ is 25%, 17%, 10% respectively.

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CUSTOMER BENEFITS OF MARUTI ALTO

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Customer Benefits of MARUTI ALTO


1. MARUTI ALTO is the single choice when it comes to a value for money Car. Of unbeatable purchase price and its lowest cost per kilometer. 2. The McPherson stunt suspension (front only) gives a smooth ride even over the roughest road. 3. Slim dimensions and a tight turning radius of just 4.4m guarantee amazing Maneuverability, making it easier for you to negotiate sharp corners, narrow lanes and park in tighter spaces. 4. The well designed dashboard has easy-to read, easy-to ate-oper controls and a new-look speedometer dial. 5. Safety features like high mount stop lam, collapsible steering column, rear seat safety belts and quick impact rakes ensure complete peace of mind land secured driving. 6. The plush, flexible seats can comfortably fit your passengers as well as your luggage. 7. Amazing cooling power of MARUTI ALTOS Air conditioning even on the hottest of days. 8. Where ever you go theres a MARUTI workshop close to you. 9. Availability of spare parts is good which another encouraging factor is.

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FINDINGS

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FINDINGS
1. 2. 3. 4. MARUTI ALTO is mostly preferred by doctors Mode of purchase is by cash and installment Price of vehicle is considered reasonable. The features mainly attracting the customers are cost, Maintenance and mileage. 5. The major influencing factors on the customers to purchase the Vehicles family and then advertisement. 6. Mileage given by MARUTI ALTO is 18 20 kmph

7.SANTRO and Indicia V2 are preferred by the customers to MARUTI ALTO. 8. 9. After sale services are satisfying customers. It is equally used for the both general and professional use.

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SUGGESTIONS

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SUGGESTIONS
1. Space to place the Luggage should be improved. 2. Lighting system must be improved. 3. More advertising at company and deals level can help to increase to Sales. 4. Steps can be taken to increase to size of the vehicle. 5. Door system should be changed. 6. Height system should be improved 7. Brake system should be improved. 8. A/C should be improved. 9. Slight provisions to improve mileage of vehicle. 10. Model should be changed.

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QUESTIONNAIRE

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Consumer perception on MARUTI ALTO


QUESTIONAIRE
Dear Sir/ Madam, I, E.NAVEEN Kumar am bonafide BBM Final year student doing project work for knowing the Consumer Perception on MARUTI ALTO. Kindly, extend your cooperation in this information will be kept confidential. PERSONAL DATE:NAME Age Gender Address : : : : ********************************* 1. Monthly Income a) 10000-15000 [ c) Above 20000 [ a) Three [ ] c) Five [ ] ] ] b) Four [ ] d) More than Five [ ] No ( ) b) 150000-20000 [ ]

Occupation :

2. Number of members in the family.

3. Do you have a Maruti ALTO? Yes ( )

4. Did you own any other four wheelers before buying? MARUTI ALTO? Yes ( ) No ( ). If Yes, Specify: _________

5. What do you use the vehicle for? ______________ 6. Mode of purchase? a) Cash [ ] b) Installment [ ]

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7. Price of vehicle a) High c) Low a) Cost [ [ [ ] ] ] [ [ ] ] ] b) Model d) Mileage b) Family d) Mechanics [ [ [ [ ] ] ] ] b) Reasonable [ ]

8. What features attracted you to this car? c) Maintenance a) Friends

9. Who motivated you to buy this MARUTI ALTO? c) Advertisements [ ______________. 11. Features of MARUTI ALTO Excellent a) Pickup b) Brake system c) Look d) Mileage e) Speed f) Lighting g) Maintenance h) Dealer service [ [ [ [ [ [ [ [ ] ] ] ] ] ] ] ] Good [ [ [ [ [ [ [ [ ] ] ] ] ] ] ] ] Average [ [ [ [ [ [ [ [ ] ] ] ] ] ] ] ] poor [ [ [ [ [ [ [ [ ] ] ] ] ] ] ] ]

10. What is the actual mileage given by MARUTI ALTO?

12. Would you recommend MARUTI ALTO to your friends and Relatives? Yes ( ) No ( ). ] 13. Where do you Service your vehicle? a) Authorized servicing center [ b) Local work shop [ a) Indicia [ c) Zen [ ] ] ] b) SANTRO [ d) Getz [ ] ]

14. Which vehicle do you prefer to MARUTI ALTO?

ST. JOSEPHS DEGREE COLLEGE KNL,

2009-10

15. Since how long have you been using this car? a) 1 year [ c) 3-5 Years ] [ b) 2-3 Years [ ] ] ) ] d) More than 5 Years [ ) No (

16. Do you think that the advertisements of MARUTI are Influencing the customers? Yes ( Yes/ Satisfactory / No. 18. Availability of spares is _________________a) Excellent c) Average [ [ ] ] b) Good d) Poor [ [ ] ] 17. Are you satisfied with the after sales service?

19. Suggestions to MARUTI ALTO: 1) ______________________________________________________ 2) ____________________________________________________ Thanking You,

Respondents Signature, BY NAVEEN KUMAR.E

ST. JOSEPHS DEGREE COLLEGE KNL,

2009-10

CONCLUSION

ST. JOSEPHS DEGREE COLLEGE KNL,

2009-10

CONCLUSION
The study was useful in understanding the consumer perception of MARUTI ALTO. Launching new formulations can make MARUTI ALTO the pioneer in the market of cars. MARUTI ALOT is Indias best loved car, an achievable dream. It is the most attractively priced car. MARUTI ALTO is Indias largest selling car. Sales

promotional activities ad advertising at the company and dealer level should be improved.

ST. JOSEPHS DEGREE COLLEGE KNL,

2009-10

BIBLIOGRAPHY

ST. JOSEPHS DEGREE COLLEGE KNL,

2009-10

BIBLIOGRAPHY
MARKETING MANAGEMENT PRIDUCT MANAGEMENT BUSINESS WORLD BUSINESS TODAY THE HINDU PHILIP KOTLER RAMANUJ MAJUMAR

WWW.MARUTI ALTO.COM

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