Suzuki Motorcycle India Pvt Ltd

SUBMITTED TO :- DR. ADARSH MEHTA

SUBMITTED BY :- JASPREET SINGH

INTRODUCTION
SUZUKI MOTORCYCLE INDIA PRIVATE LIMITED is a subsidiary of Suzuki Motor Corporation, Japan where in we are having the same manufacturing philosophy of VALUE PACKED PRODUCTS right from the inception. SMIPL will be manufacturing two wheelers best suited for the valuable Indian customers covering all segments.

Plant area and production capacity

Suzuki has installed manufacturing plant in Gurgaon(Haryana) having the annual capacity of 2,50,000 units. Total land area of the facility at Gurgaon is 37 acres out of which the present plant is constructed in an area of 6.5 acres of land. The remaining area of 30.5 acres is left for land development and future expansion.

COMPANY PROFILE
Chairman :- Mr.Chuichi Mizuguchi Personnel over the years :- (2008-09) Total Employees - 490 Main Products:- Motorcycles & Scooters

 Factory Office :- Village Kherki Dhaula, Badshahapur, N.H.-8, Link Road, Gurgaon.

OPERATIONS
Head office affairs Motorcycle engines assembling and machining Spare parts administration Education and training Public relations Research and development Testing and development of motorcycles

Mission
The core philosophy of SUZUKI is to provide VALUEPACKED PRODUCTS. SUZUKI believes that VALUE-PACKED PRODUCTS come from the effort to carry out Product development from customers point of view. Develop products of superior value by focusing on the customers Establish a refreshing and innovative company through teamwork Strive for individual excellence through continuous improvement

Consumer Behaviour
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends,

reference groups, and society in general.

Conti.,.,.,.,
Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the reaffirmation of the importance of the customer or buyer.

TWO WHEELER INDUSTRY

In two wheeler markets India has the world second largest Market (after China). In India every month sold nearly 3lakh motor cycle.

Scope of the Study

To know the change in demand pattern of the customer It would help us understanding the changes in requirements & preferences. Study of perception act as a ladder to develop new product.

OBJECTIVES OF THE STUDY

Study of Consumer Behaviour Regarding Two Wheeler (Automobiles Industry) To check the brand preference of customer & retailers towards two wheelers. To check the customer & retailers satisfaction level. To know which particular two-wheeler have more image in the market. To know the most influence media to create awareness regarding two wheelers. To know the market share of two-wheelers.

Suzuki Motorcycle India Private Limited

In 1909 Michio Suzuki founds the Suzuki Loom Company in Hamamatsu, Japan.

Suzuki produced its first motorcycle in 1954 called the Colleda (90cc). Suzuki Motor Corporation (SMC), a global giant of motorcycle manufacturing is headquartered in Japan. It holds major stake in its Indian subsidiary, Suzuki Motorcycle India Private Limited (SMIL).

 SMIL was set up after Suzuki's re-entry into the Indian two-wheeler market after it severed ties with partner TVS in 2000-01. Suzuki was then the technology provider in the erstwhile joint venture company TVS Suzuki. In 1997 The TL1000S is the first Suzuki sport bike with a V-Twin engine.

 Suzuki Motorcycle India Pvt Ltd (SMIPL) is the latest entry into the already crowded Indian two-wheeler segment with players like Hero Honda, Bajaj Auto, Honda, and TVS. SMIPL have started their Indian operations with a 125-cc mass-market motorcycle. It has made an initial investment of Rs. 200 crores to start their Indian operations.

PRODUCTS

Hayabusa

MAJOR COMPETITORS
HERO Moto Corp.

 BAJAJ AUTO LTD

 HONDA MOTORCYCLES & SCOOTERS INDIA PRIVATE LTD

 TVS MOTORS LTD

 ROYAL ENFIELD MOTORS LTD

Domestic Market Share for 2009-10 Passenger Vehicles Commercial Vehicles Three Wheelers Two Wheelers 15.86 4.32 3.58 76.23

TREND IN 2W VOLUMES BY CATEGORY:

TREND IN 2W SALES VOLUMES,

DOMESTIC AND EXPORTS:

GENDER-WISE CLASSIFICATION
GENDER-WISE CLASSIFICATION MALE 71% FEMALE 29%
FEMALE 29%

MALE FEMALE

MALE 71%

4) OCCUPATION-WISE CLASSIFICATION

OFFICIALS 37% STUDENTS 55% RETIRED 3% OTHERS 5%

RETIRED 3% OTHERS 5% OFFICIALS 37%

OFFICIALS STUDENTS RETIRED

STUDENTS 55%

OTHERS

WHAT IS YOUR PRECEPTION ABOUT SUZUKI AUTOMOBILES PRODUCT?

BAD 2%

VERY GOOD 14% VERY GOOD GOOD AVERAGE BAD

AVERAGE 56%

GOOD 28%

HOW DID YOU GET KNOW ABOUT SUZUKI?

FRIEND'S 20%

DEALER'S 7%

ADVERTISEMANT 49%

ADVERTISEMANT FAMILY FRIEND'S DEALER'S

FAMILY 24%

WHICH BRAND ACCORDING TO YOU IS GIVING THE MOST COMPETITION TO SMPIL IN INDIA?

BAJAJ 21%

HERO HONDA 34%

HERO HONDA TVS HONDA BAJAJ

HONDA 36%

TVS 9%

FINDINGS
The survey show that 56% customer are average & 28% customer are good perception about Suzuki automobile product The study show that 44% respondents come to know from advertisement and 22% respondents purchase two wheeler from familys recommendation. The survey show that 49% customer are going to be Suzuki motorcycles because they expectation is more value for his money and 29% are going to be improve quality product. The survey show that in India the most compare brand against SMPIL is Honda 36%, Hero Honda 34% and Bajaj 21%. The survey shows that 54% customers are like Suzuki Access 125 and 43% are average like. The survey show that in the customer mind price of Suzuki Access 125 is average 76%, and 22% highly price. The survey show that 69% customer think that Suzuki Access is capable to attract todays generation. The survey shows those 43% customers are believed that quality is the best thing is Suzuki Access 125.

CONCLUSION
Indian 2-wheeler industry is the second largest in Asia after China. After the separation with Tvs Motors the main focus of Suzuki has been to capture the Indian Market through its Product which are Best In terms Of Style & Design and is trying to achieve more target of which it has laid down for the coming years its Recent Launched Bikes like Suzuki Zeus, GS150R, Hayabusa and Scooter Suzuki Access have shaken the market leader Like Bajaj, Hero Honda & Honda is giving them a tough competition & soon going Launch Few More Bikes in the market. But in a country like India where customer generally appreciates mileage it becomes necessary for a company like Suzuki which produces Bikes whose prices are towards the higher end to focus on other factors to which influence the consumer choice of Product like Prices, after sale services and many more. After deep research, analysis and getting information about customer of Suzuki Access 125 as formulated that Suzuki Access has success in the market and people satisfied this product.

LIMITATIONS
This research is geographically restricted to Ferozepur only. Hence the result cannot be extrapolated to other places. The study is restricted only to the organized sector of two wheeler industry The seriousness of the respondents and their ability to justify their answers may also be a limitation. The sample size is small due to the specified reasons. Findings are based on sample survey.

Suggestions
As people expect more mileage per kilometer, company should increase the mileage of the Suzuki Vehicles. SMIPL should increase the production capacity as the customers have to wait for 3-4 months for delivery of the Suzuki Access. Company showroom should take less time for service the vehicle. Company should facilitate a Scheme for servicing Old Vehicles so that the entire customer services their vehicle at companys service station. Suzuki should introduce a low price moped. All parts should be available at service station. Because sometime customer face the problem that parts are not available. Company should facilitate a Scheme for servicing Old Vehicles so that the entire customer services their vehicle at companys service station.

BIBLIOGRAPHY
MAGAZINES: Auto India - Car & Bike Magazine
NEWSPAPERS: Economic Times Business Standard WEBSITES: www.suzukimotorcycles.co.in www.autowebindia.com www.sitepoint.com www.automonitor.com www.siamindia.com