Final Economics Project

ASIAN BUSINESS SCHOOL
Market Survey on demand and its determining factors for specific car models manufactured by Maruti Suzuki India Limited
Project Report for the subject of Managerial Economics in partial fulfilment of Masters in Business Administration (2011 - 2013)
Presented by: Thakur Devi Singh __________________ the student) Ashwini Goel __________________ (Signature of the student) Remya Mohan _______________ (Signature of (Signature of the student)
____________________ Survey Advisor Signature Ms. V. Lalitha
____________________ Dean, Signature Mrs. Latika Sahni
Market Survey of various models of Maruti Suzuki Ref: RM, TDS, AG Page 1
ACKNOWLEDGEMENT
The completion of any project is not complete without thanking the people behind the venture & this project is no exception. Racing against the time & fast approaching deadlines, the fact that I am able to successfully complete the project just in time would not have been possible without the help and support of many people. Their constant guidance & encouragement coupled with my commitment were the cornerstones for the successful completion of the project. It gives us immense pleasure to acknowledge the teachers whose help gave the needed confidence, enthusiasm, and perseverance. We express our gratitude to Ms. V. Lalitha for providing us the excellent guidance and Opportunities to complete this project.
Executive Summary
The researchers in this project have made an effort to find out Marutis current sales trend of its various models and the factors that determine the demand for Maruti cars. The questionnaire method was used by researchers to get the desired results. The researchers visited Maruti Dealers in Delhi NCR region for understanding the demand for specific car models ,their sales trend and the factors behind why some car models are more demanded by customers. Moreover, secondary data will be used to analyze the sales trend of Maruti Suzuki. The report also presents an analysis of where Maruti is having an edge over competitors and where it is lacking behind, how it would improve its sales in the near future and what are its future prospects in Indian cars market.
Segmentation of Passenger cars

The passenger cars are segmented universally on the basis of length of the cars. A1 - Mini - Upto 3400mm (M800, Nano) A2 - Compact - 3401 to 4000mm (Alto, wagon r, Zen, i10, A-star, Swift, i20, palio, indica etc) A3 - Midsize - 4001 to 4500mm (City, Sx4, Dzire, Logan, Accent, Fiesta, Verna etc) A4 - Executive - 4501 to 4700mm (Corolla, civic, Optra, Octavia, etc) A5 - Premium - 4701 to 5000mm (Camry, Eclass, Accord, Sonata, Laura, Superb, etc)
A6 - Luxury - Above 5000mm (S class, 5 series etc) B1 - Van - Omni, Versa, Magic etc B2 - MUV/MPV - Innova, Tavera, Sumo etc Following table presents a sample classification of small car segment in India :
Company
Presence
Prominent brands
General Motors Hyundai Motors
A2 & A3 Segments A2,A3.A4
Chevrolet, Spark Santro, Verna, I 10
Tata Motors
A1,A2,A3,A4
Nano, Indica, Indigo,Safari
TABLE OF CONTENTS
Chapter 1.0: Introduction and Overview 1.1 Introduction: Company 1.2 Research Question 1.3 Research objectives 1.4 Scope of the study 1.5 Benefits of the study 1.6 Limitations of the Study Chapter 2.0: Review of Related Literature 2.1 Related Studies Chapter 3.0: Research Design and Methods 3.1 Research Design 3.2 Data Collection Methods 3.3 Sample design Chapter 4.0: Data analysis and Presentation 4.1 Data analysis 4.2 SWOT analysis of Maruti Chapter 5.0: Conclusion and Recommendations 5.1 Conclusion 5.2 Recommendations Bibliography Appendix Survey Question 35 37 39 40 - 44 20 - 33 34 16 17 18 12 8 10 10 10 11 11
LIST OF TABLES
Table 1: How many years have you been associated with Maruti as a dealer? Table 2: Which is the most selling model? Table 3: What are the price brackets for various models? Table 4: How many cars of the following models do you sell in a month? Table 5: Which of the following are determinant factors for the demand of most selling model? Table 6: During which of the following seasons demand is more for cars? Table 7: What type of schemes/offers do you provide to your customers? Table 8: Which out of the above is the most preferred scheme by customers? Table 9: What are the features that consumers demand while purchasing a car? Table 10: What is the sales trend of Maruti in past 5 years? Table 11: What was the sales trend of Maruti during global recession (2008 - 2010)?
20 21 22 23
24 26 27 28 29 31
31
LIST OF FIGURES
Figure 1: Number of years the dealers associated with Maruti? Figure 2: Which is the most selling car? Figure 3: Price brackets for various models Figure 4: Number of car models sold Figure 5: Factors determining the sales of car Figure 6: Seasons in which demand is more for cars Figure 7: Schemes provided to customers Figure 8: Schemes preffered by customers Figure 9: Features that customers demand while purchasing a car Figure 10: Sales trend of Maruti for past 5 years Figure 11: Sales trend during recession 25
20 22 23 24
26 27 28 30 31 32
Chapter1.0: INTRODUCTION AND OVERVIEW
1.1 Introduction: Company
Maruti Suzuki India Limited is a partial subsidiary of Suzuki Motor Corporation of Japan. It is India's largest passenger car company, accounting for over 45% of the domestic car market. The company offers a complete range of cars from entry level Maruti 800 and Alto, to hatchback Ritz, A star, Swift, Wagon-R, Estillo and sedans D Zire, SX4 and Sports Utility vehicle Grand Vitara. Its manufacturing facilities are located at two facilities Gurgaon and Manesar. Maruti Suzukis Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 700,000 units annually. The company's headquarter is located in New Delhi.
Vision and Core Values Customer Obsession Fast, Flexible & First Mover Innovation & Creativity Networking & Partnership Openness & Learning
Managing Director
Mr. Shinzo Nakanishi
1.2 Research Question The research addresses the following main research questions
1) Which are the most demanded models of Maruti? 2) What are the features which determine the demand for Maruti cars?
1.3 Research Objectives The objective is to interview Maruti Sales dealers in Delhi/NCR and determine the fast moving models of Maruti , high/low demand for Maruti cars, sales trend for the past five years and special features that differentiates Maruti from its competitor brands.
1.4 Scope of the study The study covers 15 dealers in Delhi/NCR and one dealer from Kerala. The Maruti
dealers will be interviewed through survey questionnaire to find out the demand for Maruti cars.
1.5 Benefits of study This study enables the researchers to understand economic principles of demand and its determining factors through market research.
1.6 Limitations of study Not having enough time and essential required cost, the sample size selected for the research was limited to 15 dealers. Thus, it may not be necessarily reflective of the views of all Maruti sales dealers. The perception and interpretation of the data may not be 100% free from errors.
Chapter 2.0 Review of Related Literature

2.1 a) High fuel prices, interest rates slow auto sales Source: Shelly Seth Mohile, Mint newspaper 2nd June 2011. Automobile sales in India grew at a much slower pace in May as high fuel prices, interest rates and higher car prices discouraged buyers from purchasing new vehicles. Monthly sales data released by auto makers on Wednesday showed that sales at most car makers either remained flat or contracted from a year ago period as they despatched fewer vehicles in an effort aimed at clearing dealer-level inventories. Auto makers in India re-port despatches to dealers, not sales to customers. Vineet Hetamasaria, analyst at Pinc Research, an arm of Pioneer Invest corp. Ltd, said: The sales have slowed because inventory has accumulated in the system since February. Buyers will postpone their purchasing decisions with the onset of monsoon later this month, and car makers will report a double-digit growth only from September, he added. With interest rates set to rise further and inflation continuing to head northwards, auto makers, too, foresee depressed sales in the coming months.
The interest rate on auto loans has gone up 2 percentage points to 12.5% in the last nine months, said Hetamasaria.
Shashank Srivastava, chief general manager (marketing) at Maruti, said: Higher interest rates coupled with increase in petrol prices have weakened buying sentiments. According to Srivastava, the increase in petrol prices has led to a higher demand for diesel cars and increased waiting period for the company's diesel models. For some of the models such as the diesel Swift, the waiting period has almost doubled to five months. Tata Motors Ltd, the third largest car maker by sales, saw a 9% contraction in sales to 19,401 units. The volumes were primarily dragged down by the company's flagship Indica and Indigo models, demand for both of which plum- meted by one-third each. Sales of its small car Nano continued to rise, though, and grew 84% to 6,515 units--the sixth straight month of growth. Ford India Pvt. Ltd, which has been turning in high sales on back of its compact car Figo, too, saw a dip in domestic sales. It sold 7,046 units against 8,080 units in May 2010. The firm exported around 2,000 units last month.
There are no comparable figures for 2010 as it had started exports in the second half of last year. Mahindra and Mahindra Ltd (M&M) seems to be an exception as the demand for its utility vehicles continued to expand at a brisk pace. It sold 32,159 units (including commercial vehicles and cars), an increase of 19% over last year.
Hetamasaria attributed this to M&M's ability to manage inventories better. Some foreign car makers continued to grow rapidly on account of a low base or a launch. Meanwhile, motorcycle and scooter sales continued to grow at a healthy pace and most manufacturers reported double-digit growth. Market leader Hero Honda Motors Ltd led the pack with a 14.2% increase to 520,000 units. Experts say demand for motorcycles and scooters usually in- creases when petrol prices rise because they are more fuelefficient than cars. Hike in interest rate and fuel price has lead to decrease in demand in automobile industry which proves the economic concept of cross elasticity of demand which measures responsiveness in the quantity demanded of A good, herein cars, when a
change in price takes place in B good, herein, fuel. The formula for cross elasticity of demand is :
b)
Source: Mint newspaper 2nd june2011 The above data shows that Maruti is still a leader in the car industry in India , while it has registered a negative growth over the few years due to competition.
Chapter 3.0 Research Design and methods 3.1 Research Design

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. (CR Kothari, 2009)
Different type of Research designs

Exploratory research Exploratory research is the type of research in which the research is conducted for the problem that has not been clearly defined. This type of study is conducted for formulating a problem for more precise investigation. As the hypotheses is clearly defined, this method is not applicable. Descriptive research
Descriptive research includes surveys and fact finding enquiries of different kinds. The major purpose of descriptive research is description of the state of
affairs as it exists at present. The main characteristic of this method is that the researcher has no control over the variables, he can only report what has happened or what is happening. (C R Kothari, 2009) As the researchers are convinced that Alto and Swift are the most selling car models of Maruti and intend to prove through market survey, this method is applicable.
3.2
Data Collection methods
Collection of data is the most prominent part of any survey. As soon as the research question is created the data collection begins. There are two methods of collecting data i.e. Primary data and secondary data.
3.2 a) Primary data The primary data are those which are collected afresh and for the first time, and thus happen to be original in character. (C. R. Kothari, 2009) The following are the methods of collecting primary data Questionnaire Method A questionnaire consists of a number of questions printed or typed in a definite order on a form or set of forms.(C.R.Kothari,2009). Interview Method The interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms of oral-verbal responses. (C.R.Kothari,2009)
The researchers in this project has surveyed through questionnaire method. Questionnaire was designed in such a manner that could help arrive at a conclusion as to which is the most selling model of Maruti and what are the features make it stand as a leader than its competitor brands. 14 surveys have been done through personal interview method covering Delhi/NCR and 1 through mail to a dealer in Kerala.
3.2 b) Secondary data The secondary data, on the other hand, are those which have already been collected by someone else and which have already been passed through the statistical process.(C.R.Kothari,2009). Review literature uses secondary data in this study
3.3 SAMPLE DESIGN A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. (C.R.Kothari, 2009)
3.3 a) Types of Sample design
Non-probability sampling
Non-probability sampling is that sampling procedure which does not afford any basis for estimating the probability that each item in the population has of being included in the sample. (C.R.Kothari, 2009)
Types of Non Probability Sampling
Purposive Sampling or Judgemental sampling Snowball Sampling Quota Sampling Dimensional Sampling Convenient sampling
Accidental, Haphazard or Convenience Sampling In this type of sampling the sampling units that are convenient to the researchers are contacted. The researchers have used this type of sampling method. The researchers have contacted Maruti dealers near to their residences as it was more convenient. So, Gurgaon, Noida and Mujaffarnagar were covered. As an exception one dealer in Lajpat Nagar and one in Mahipalpur and one in Kerala were also included by the way of survey questionnaire to represent Delhi area.
The dealers in Noida, Gurgaon and Mujaffarnagar were interviewed directly by the researchers and the questionnaires were filled by the dealers themselves, while the questionnaire have been mailed to the dealer in Kerala and they in turn filled it up with their suggestions and inputs.
Chapter 4.0 : DATA ANALYSIS AND PRESENTATION
4.1 Data Analysis Data Analysis is about summarising the data collected via questionnaires into a simple format so that the research question can be answered. An analysis is given below by the researchers on the data obtained during the questionnaire survey. Each question from the questionnaire is taken and its responses are carefully tabulated, based on which a graph a prepared, supported by explanation and analysis for the same.
4.1. a Data analysis on survey for dealers
Question1: How many years have you been associated with Maruti as a dealer? Table1: Number of years Less than 1 year 1- 2 year 2-3 year 3-4 year 4-5 year more than 5 year Source: Survey Questionnaire % of response 0 20 0 13.33 26.67 40
Figure1: Number of years the dealers associated with Maruti As per the above figure it is clear that most of the dealers are dealing with Maruti for more than 5 years.
Question 2: Which is the most selling model? Table 2:
Question 2 Which is the most selling model?
A Star 1
Ritz 1
Vitara 0
Kizashi 0
Alto 13
Swift 6
Source: Survey Questionnaire
Figure 2:Which is the most selling car? Maximum dealers to whom the researchers approached said that Alto and Swift are the most selling model. According to dealers, Alto is a substitute car for Maruti 800 users and it is a good option for those who want to purchase their first car because of its fuel efficiency and low maintenance cost. Swift stands apart from others because of its excellent mileage and innovative looks with its aerodynamic shape and its hatchback which renders great fuel efficiency.
Question 3:What are the price brackets for various models? Table3:
Car Models A Star Ritz Vitara Kizashi Alto Swift Price Bracket 3.00 - 4.50 4 .00- 4.500 17.00 - 18.50 16.70 - 17.80 2.30 - 2.90 4.25 - 5.45
Source:Survey Questionnaire
Figure 3: Price brackets for various models Depending on the features available in car models and also the dealers the prices vary as shown above.
Question 4: How many cars of the following models do you sell in a month? Table 4:
Dealers Sarathy auto cars Apra Auto Fair deal cars TR Sawhney Bagga link Rana Motors Pasco Radha Govind Motor craft Competent Indus motors Sai motors Vipul motors A Star 30 17 0 0 0 20 40 3 0 0 40 4 0 Ritz 25 23 0 0 0 60 40 4 0 0 30 0 0 Vitara 0 0 0 0 0 2 0 0 0 0 0 0 0 Kizashi Alto Swift 0 150 20 0 127 85 0 0 0 0 0 0 0 0 0 2 80 80 1 100 100 0 6 0 0 0 0 0 0 0 0 160 30 0 3 2 0 0 0
Source:Survey Questionnaire
Figure 4 : Number of car models sold The above clearly proves that all the dealers interviwed have managed to sell more Alto & Swift from the Maruti product portfolio than any other model.
Question 5: Which of the following are determinant factors for the demand of most
selling model? Table 5: Taste & Preferences Credit availabilit y Substitute car Any other
Question 5 Which of the following are determinant factors for the demand of most selling model?
Income
12
Source: Survey Questionnaire
Figure 5:Factors determining the sales of car Researchers tried to find out what are the factors that make Alto and Swift the most selling model in market. The taste & preferences of customers with respect to features in the small car segment were the decisive factors. Researchers found that other than income,taste & preferences,credit availability,substitutes and other factors like the brand name of Maruti also influenced the choice made by consumers.
Question6:During which of the following seasons demand is more for cars? a) Jan to March b) April to June c) July to September d) October to December High / Low High / Low High / Low High / Low
Table 6:
Months Jan Mar Apr Jun July Sep Oct Dec High 9 1 12 15 Low 6 14 3 0
Figure 6: Seasons in which demand is more for cars Researchers found out that in the month of April June the demand of cars is least due to vacations,off season and less attractive schemes are offered at this time, while in July - September & October December the sales is maximum due to festival & marriage season and also there are many schemes customers. provided during this time to attract the
Table 7:
Free services apart from warranty period Scratch & win schemes
Question 7 What type of schemes/offers do you provide to your customers?
Interest free Loans
Accessories/Gifts
Any other
15
Figure 7: Schemes provided to customers Researchers have tried to find out the offers given by dealers to their customers inorder to clinch sales.So, from the survey the researchers got to know that some offers like interest free loans, accessories or gifts, free services, scratch & win offers are provided to the customers. Mostly the offers are in the form of some gifts. Sometimes dealers also offer festival bonanzas and additional warranty apart from the regular warranty.
Table 8:
Question 8 Which out of the above is the most preferred scheme by customers?
Interest free Loans
Accessories/Gifts
Free services apart from warranty period
Scratch & win schemes
Any other
11
Figure 8: Schemes preffered by customers Now after finding all offers that are provided by dealers, the researchers also tried to find out the best among all these offers that customers prefer. The most preferred among all the offers is assesories/gifts. Also most preffered are scratch & win coupons.
Question 9:What are the features that consumers demand while purchasing a car? Table 9: Engine Power 10
Mileage Remote Keyless entry On star system Anti Lock braes(ABS) Electronic stability/skid-control system Telescoping steering wheel/adjustable pedals Rear- seat DVD player GPS navigation system Side airbags Center console with power outlet Roadside assistance Tubeless tyres
14 2 0 4 2 1 3 0 2 1 5 4
Figure 9 : Features that customers demand while purchasing a car According to the research conducted mileage is the most important factor that cutomer considers while taking a decision to purchase a car. After mileage the next most important feature is engine power. The other features prefered in the given order are
roadside assistance,tubeless tyres,anti lock brakes, rear seat DVD player,remote keyless entry,electronic stability,GPS navigation,center console with power outlet,telescopic steering wheels. There were some other features that researchers did not include in the list, such as, low running and maintenance cost and high resale value, power steering and power windows and central locking system.
Table 10:
Question 10 What is the sales trend of Maruti in past 5 years?
Increase 14
Decrease 1
Figure 10 : Sales trend of Maruti for past 5 years
According to the above mentioned figure 14 dealers out of 15 said that the sales of Maruti has increased in last 5 years but 1 among the 15 dealers says that sales of Maruti have decreased because of cheaper car Tata Nano, Ford Figo , GM Beat and Hyundai i20.
Table 11:
Question 11 What was the sales trend of Maruti during global recession (2008 - 2010)?
Increase 11
Decrease 4
Figure 11 : Sales trend during recession
The sales for 11 dealers out of 15 increased and for 4 dealers sales decreased. As dealers told to researchers that sales trend for Maruti dealers did not affect much, but yes, for some dealers it did as many people working in IT sectors lost their job so even
those who were planning to purchase cars dropped their plan due to recession but for Maruti as a whole the sales did not decrease, it instead increased than in usual time.
Question 12: What are the special features which differentiates Maruti from its competitors? When researchers approached dealers many features that differentiate Maruti from its competitors were found to be as follows: Service network On road assistance
High resale value Availability of models as per customers preference and choice Low spare parts cost Fuel efficiency Low maintenance cost High mileage Brand Value Largest market share Wide range of models New K series engine CNG Optation More power to weight ratio
Question 13: Comments if any, from dealers Maruti has 55% share in car sales and 72% share in A2 segment. In this 26 th year, people still believe in Marutis high resale value, low workshop cost, fuel efficiency, on time delivery, peace of mind. Source: Mr. OK Nair, GM of Sarathy motors, Kerala
4.2. SWOT Analysis of Maruti Strength

MUL is in a leadership position in the market. Major strength of MUL is having largest network of dealers and after sales service centers in the country.
o o o o o
Self competing product range in small car segment Maruti 800 Omni Alto Wagon R Estilo
Promotional strategies adopted by MUL to transform its thoughts to the people about its products are:
o o o
Alto: Lets Go The fuel efficient and affordable car After Sales Service Kya Yahan Maruti Service Station hai. Availibility of service stations even in the remotest place in the country. Refurnished Cars: MUL has also entered into second hand car market with a brand name Maruti True Value.
Loyal Customer Base is another big strength of MUL. In JD Power survey, MUL has been awarded consequently 5th year for best customer satisfaction.
Strong Brand Value Availability of raw material Weakness
Lack of having products in mid size car segment which can result in shifting of loyal customers who has a desire to upgrade their cars.
Low interior quality in cars. Labour Laws and Labour Unions are not in a good form in India. Government intervention due to having share in MUL.
Opportunity
MUL may encash the opportunity to enter again into the diesel segment of the cars to compete its nearest competitor TATA in diesel segment of small cars. Though MUL launched Zen in diesel version but it was not successful.
MUL has launched its LPG version of Wagon R and it was a good move simultaneously MUL can start R&D on electric cars for a much better substitute of the fuel.
Economic growth of the country is sound and promising in future. Liberal policies of GOI. Big Market: Domestic and Abroad
Threat

Tata Motors Launched a car with a price tag of Rs. 1 Lac HMIL is a challenger and trying hard to achieve number one position in the market.
China may give a good competition as they are also planning to enter into car segment.
Chapter 5.0: Conclusion and Recommendations
5.1 Conclusion From the market survey and the analysis of the responses from the Dealers, researchers come to a conclusion that, Alto and Swift are the most selling models of Maruti.
The research addressed the answers to the following research questions: Question1: Which are the most demanded models of Maruti? Answer1: Alto and Swift are the most selling models of Maruti. Question2: What are the features which determine the demand for Maruti cars? Answer2: The features that determines the demand for Maruti cars and which makes them different from their competitors are On road assistance, High resale value, Availability of models as per customers preference and choice, Low spare parts cost, Fuel efficiency, Low maintenance cost, High mileage, Brand Value, Largest market share, Wide range of models, New K series engine, CNG Optation, More power to weight ratio.
5.2 Recommendations Suzuki cuts Maruti forecast Source: Shally seth mohile,Mint newspaper,24th June 2011 With inflation and other issues, a decision was made (at Maruti) to lower the sales growth forecast for this financial year from the initial 13% to 8%, Osamu Suzuki, president and chief executive at the Japanese parent, told a news conference in on Thursday. But I personally think a 5% rise would be about right. That would bring Maruti's sales this year to 1.18 million vehicles, up from 1.13 million, he said, while predicting a jump in profit at the Japanese firm. On the recent two-week strike at Maruti's Manesar plant over recognition of a new labour union, Suzuki said the output loss of 16,000 vehicles was negligible. Maruti is already grappling with long waiting periods for diesel variants of its Swift, SX4, Ritz and Dzire models, and slowing sales for its petrol cars. Car sales in India were expanding at a healthy clip till March, but have slowed as both petrol prices and the cost of borrowing increased, dampening buyer sentiment.
Auto sales in India expanded at a modest 8% to 206,000 units in May, according to the Society of Indian Automobile Manufacturers. Car dealers are facing an increasing pile of petrol cars, due to rise in petrol and diesel prices still not deregulated. Our stocks for petrol cars have risen almost one-fourth since the hike in petrol prices, a Maruti dealer in Mumbai said on condition of anonymity. Our recommendations Maruti has the maximum market share in automobile sector. If Maruti maintains its stability then it will capture more market share. Maruti offers the maximum choices in car models in the compact car segment, in the petrol category. They should maintain their brand name for compact cars and they should expand their product portfolio to diesel cars in the small car segment. Maintaining the petrol product portfolio is highly recommended as India is one of the biggest consumers in the world in terms of compact cars.
BIBLIOGRAPHY
http://managementfunda.com/swot-analysis-of-maruti-udyog-limited/ , swot analysis original website of Maruti India, retrieved on 29th June 2011
http://www.marutisuzuki.com/ , about us and logo, original website of Maruti India, retrieved on 7 June 2011.
http://www.marutisuzuki.com/corporate.aspx , corporate, original website of Maruti India, retrieved on 6th June 2011.
http://www.marutisuzuki.com/MarutiSuzuki_error%20Page.html? aspxerrorpath=/vision-and-core-values.aspx , vision and core values , original website of Maruti India, retrieved on 6th June 2011.
Research Design, Page No 21, Research Methodology. Methods and Techniques (Second revised edition) 2009, C. R. Kothari, 25 June 2011
Methods of Data collection, Page No 95, Research Methodology. Methods and Techniques (Second revised edition) 2009, C. R. Kothari, 25 June 2011
Sampling Design, Page No 55, Research Methodology. Methods and Techniques (Second revised edition) 2009, C. R. Kothari, 25 June 2011
http://www.livemint.com/ , High fuel prices, interest rates slow auto sales by Shally Seth Mohile, retrieved on 2nd June 2011
http://www.livemint.com/ , Suzuki cuts Maruti forecast by Shally Seth Mohile, retrieved on 24th June 2011
Appendix Survey Questions
Survey Questionnaire "Demand for Maruti cars & its most selling models"
The data collected through the survey will be kept strictly confidential and will only be utilised for academic purposes.
Contact _________________________________________________________________
Person:
Dealer Name: __________________________________Area:________________________ Tel No:______________________
1. How many years have you been associated with Maruti as a dealer? a) b) c) d) e) f) Less than 1 year 1-2 yrs 2-3 yrs 3-4 yrs 4-5 yrs more than 5 yrs
2. Which is the most selling model?
a)
A star
b)
Ritz
c)
Vitara
d)
Kizashi
e)
Alto
f)
Swift
3. What are the price brackets for various models?

a)
A star
________ to ________
b)
Ritz
________ to ________
c)
Vitara
________ to ________
d)
Kizashi
________ to ________
e)
Alto
________ to ________
f)
Swift
________ to ________
4. How many cars of the following models do you sell in a month?

a)
A star
________ No.s
b)
Ritz
________ No.s
c)
Vitara
________ No.s
d)
Kizashi
________ No.s
e)
Alto
________ No.s
f)
Swift
________ No.s
5. Which of the following are determinant factors for the demand of most selling model ? a) b) c) d) e) Income Taste & Preferences Credit availability Substitute car/model of competitor expensive Any other __________________________
6. During which of the following seasons demand is more for cars?

a) b) c)
Jan to March April to June July to September
High High High
/ Low / Low / Low
d)
October to December
High
/ Low
Reason for high / low demand in the above specified months ___________________________________________ ___________________________________________
7. What type of schemes / offers do you provide to your customers?
a) b) c) d) e)
Interest free Loans Accessories /Gifts Free services apart from warranty period Scratch & win schemes Any other not covered in the above____________________
8. Which out of the above is the most preferred scheme by customers?
a) b) c) d) e)
Interest free Loans Accessories /Gifts Free services apart from warranty period Scratch & win schemes Any other not covered in the above_____________________
9. What are the features that consumers demand while purchasing a car? a) Engine power
b) Mileage c) Remote keyless entry

d) On Star System
e) Anti-lock brakes (ABS) f) Electronic stability/skid-control system g) Telescoping steering wheel/adjustable pedals h) Rear-seat DVD player i) GPS navigation system j) Side airbags k) Center console with power outlet l) Roadside assistance m) Tubeless tyres Any other_________________________
10. What is the sales trend of Maruti in past 5 years? a) Increase b) Decrease
11. What was the sales trend of Maruti during global recession (2008 2010)? a) Increase
b)
Decrease
12. What are the special features which differentiates Maruti from its competitors?
13.
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ASIAN BUSINESS SCHOOL

____________________ Survey Advisor Signature Ms. V. Lalitha

____________________ Dean, Signature Mrs. Latika Sahni

Segmentation of Passenger cars

General Motors Hyundai Motors

A2 & A3 Segments A2,A3.A4

Chevrolet, Spark Santro, Verna, I 10

Nano, Indica, Indigo,Safari

Chapter1.0: INTRODUCTION AND OVERVIEW

1.1 Introduction: Company

Mr. Shinzo Nakanishi

Chapter 2.0 Review of Related Literature

Chapter 3.0 Research Design and methods 3.1 Research Design

Different type of Research designs

Data Collection methods

3.3 a) Types of Sample design

Types of Non Probability Sampling

Chapter 4.0 : DATA ANALYSIS AND PRESENTATION

4.1. a Data analysis on survey for dealers

Question 2: Which is the most selling model? Table 2:

Question 2 Which is the most selling model?

Source: Survey Questionnaire

Source: Survey Questionnaire

Question 7 What type of schemes/offers do you provide to your customers?

Interest free Loans

Interest free Loans

Free services apart from warranty period

Scratch & win schemes

Question 10 What is the sales trend of Maruti in past 5 years?

Figure 10 : Sales trend of Maruti for past 5 years

Figure 11 : Sales trend during recession

4.2. SWOT Analysis of Maruti Strength

Strong Brand Value Availability of raw material Weakness

Chapter 5.0: Conclusion and Recommendations

Appendix Survey Questions

Dealer Name: __________________________________Area:________________________ Tel No:______________________

2. Which is the most selling model?

3. What are the price brackets for various models?

4. How many cars of the following models do you sell in a month?

6. During which of the following seasons demand is more for cars?

Jan to March April to June July to September

High High High

/ Low / Low / Low

7. What type of schemes / offers do you provide to your customers?

8. Which out of the above is the most preferred scheme by customers?

b) Mileage c) Remote keyless entry

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Dealer Name: ____________Area: Tel No: