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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

Executive summary
Introduction The aim of marketing is to meet and satisfy the needs and wants of the customers. India has long-term potential to become a significant vehicle market. It has huge population of nearly one billion people (of which 150-250 million are middle class), and a current vehicle population of 3.5 million (equivalent to only 3.4 cars per 1000 people). In spite of numerous market deterrents, the Indian automotive market has become the focus of attention as several major auto manufacturers have announced large capital investment plans to be carried out in the near future. Prior to the early 90s there were only four car companies manufacturing and selling cars in India. Foreign investment was effectively banned and foreign technology transfers were subject to government approvals. By 1993 the Indian government deli censed the Indian car industry, which eased other foreign auto manufactures entry into the market first under joint partnerships, then wholly owned subsidiaries. Currently, India is in the midst of an economic-recovery where vehicle sales rose 47 percent to 73,000 units in March 2000, up from 49,410 units in March 1999. The Indian passenger car industry has grown more than ten times in the last ten years with sales increasing to more than four-lack vehicle. Now a days due to change in trends in the automobiles the market scenario is changing on a rapid phase so the same case in the auto accessory market . people are more concern about good looks of the car and other features and facilities. The huge demand in accessory market too, many of the car users go for after market upgradation.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

PROJECT TITLE

C o n s u m e r A t t i t u d e t o wa r ds Br an d e d Ac ce s s o r i e s wi t h s p e c i f i c r e f e r e n c e t o Ca r s fr o m Ma r u t i S u zu ki .

PROBLEM DEFENITION
T h e a t t i t u d e t o wa r ds br an d e d a cc es s or i e s wi t h s p ec i f i c r e f e r e n c e t o c a r s f r o m Mar u t i S u zu ki .

Sub-objective;
1 . I n f l u e n c i n g f a ct o r f or b u yi n g b eh a v i o r . 2. Attitude towards branded accessories. 3 . O t h e r s u b s t i t u t e s wi t h r ef e r e n c e t o b r a n d .

RESEARCH METHODOLOGY: Data source: Primary Data: Through Questionnaire Secondary Data: R.N.S Motorss Record & Report, & Websites. Sample size: 100 customers of R.N.S Motors Pvt. Ltd. \Area Covered for research: Only in Hubli City. Sampling Procedure: Random sampling method from available database.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

PURPOSE OF THE STUDY:

The purpose of the study is to get practical knowledge, get experience and also to know the various challenges that are faced in the corporate world. The main intention of choosing this topic is to study/to knowCustomers perceptual factors towards branded accessories from Maruti Udyog This project helps to organization to improve the quality of the services. It will help to know the overall performance of Maruti genuine accessories. From this project we will come to know the satisfaction level of customers using

Ltd.

maruti genuine accessories. Hence a questionnaire is formulated so as check Consumer Attitude towards Branded Accessories with specific reference to Cars from Maruti Suzuki.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

Conclusion-

From the research conducted here we can come to the conclusion that many car users are not particular of buying the accessory from one particular dealer , as many prefer it to buy from other retailers other than from company out let. Here 65% of people buy accessory from others rather from company, only 35% of people know about MGA. According to the research conducted 70% of the respondents say that quality is the first thing which comes to their mind while making buying decisions of accessories for their car. Whereas 22% of respondents say that they are not much keen about the quality as concerned to accessories to their cars. As per the research results the influencer for many of the respondents are self influenced whereas only 20% of the respondents consider their family members suggestions while buying car accessories. 33% of the respondents say friends are the influencers for them while making buying decisions of car accessories. Performance is the first factor considered by most car users while buying accessory. 22% of the respondents buy accessories for the purpose of convenience while 27% of the respondents think that cost is the most considerable factor for decisions on accessory. Whereas a few of the respondents feel that brand is the main factor of accessory buying decision. According to the research 27% of the respondents prefer branded accessories whereas 31% of them are more inclined towards branded accessories while 43% of them are not much concerned about the brand instead they buy the accessory that is easily and cost effectively available. Babasabpatilfreepptmba.com Page 4

C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

As per the research 27% of the respondents prefer branded accessories whereas 31% of them are more inclined towards branded accessories while 43% of them are not much concerned about the brand instead they buy the accessory that is easily and cost effectively available. Branded accessories are somewhat more expensive when compared to unbranded 39% of the respondents have agreed with this statement whereas the next 31% respondents say branded accessories are expensive.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

The study helped me gain valuable insights in Opportunity Analysis and Consumer Behavior, towards potential for MGA. This p roject titled has been a knowledge gaining experi ence for me. By interacting with the respondents and making visits to the customers. I h ave been able to understand that understanding customers is an art and it takes a very strong brand image for a company to retain itself in th e market. The results of the survey proved to be both encouragin g and partly discouraging too. The respondents were not very positive aboutMGA, which was quite discouraging and a negative sign for th e company. The segment for which MARUTI should cater to is a price sen sitive segment, so as the organization should focus on highlightin g th e additional perquisites that they would provide with the car, it is going to bond well with the targeted market. Though there are man y competitors in the market for this segment, the company has an advantage, but still it cannot rule out the local dealers. But I believ e th at MARUTI has what it takes to become a name to reckon with in th e market and I offer my best wishes for the same and hope that my work will be of some use for the company. Th e res earch was taken looking to the scope in the Indian automobile industry. Thus the MGA differentiated themselves from ther e competitors to promote their products and try to make their market monopoly in the accessory market. Th e research shows the people are interes ted to know about the MGA. Th e potential for MGA in twin city. This indicates an opportunity f or RNS Motors in the Indian automobile industry. The MARUTI have to concentrate p roduct. Sch emes & offers given by the company influence the customer to change their decision on promotional activities and differentiating their

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

RECOMMENDATION Create more awareness of the Maruti Genuine Accessory. Company should concentrate on the marketing aspects of accessory. Along with Local dealer should conduct demonstration and exposure of accessory for existing car owners and potential customers. Dealer should co-ordinate with company to conduct exhibition for all types of Maruti models accessory manufactured and marketed by MGA. Create more awareness of the dealers in the located city. Comparing the price factors the MGA is too high from other local accessory provider; company has to take some actions for the convenience of the customers. Create more advertisements in the local market. Maintain Customer Database and follow-up for the new products launch and promotion activities.

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SECTION 01

INDUSTRY PROFILE
(1.1) BRIEF HISTORY OF AUTOMOBILES -

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 followed in India. As the century turned, 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 beginning 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. Babasabpatilfreepptmba.com Page 8

C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

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). Modern cars are generally light, aerodynamically shaped, and compact.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki (1.2) GROWTH OF AUTOMOBILE INDUSTRY IN INDIAFollowing India's growing openness, the arrival of new and existing models, easy availability of finance at relatively low rate of interest and price discounts offered by the dealers and manufacturers all have stirred the demand for vehicles and a strong growth of the Indian automobile industry. The Indian auto industry, worth US$ 34 billion in 2006, has grown at a CAGR of 14 per cent over the last five years with total sales of vehicles reaching around 9 million vehicles in 2005-06. That number is likely to see a significant boost, given that the first half of 2006-07 has already witnessed a staggering growth rate of 17.12 per cent. Domestic car sales for the April-September 2006 period stood at an impressive 4.86 million vehicles, including cars, two-wheelers and commercial vehicles. According to industry experts, if this trend continues, sales could touch 10 million by March 2007, clocking an annual growth rate of 20 per cent. Destination India India is on every major global automobile players roadmap, and the reasons for the growth are:

India is the second largest two-wheeler market in the world Fourth largest commercial vehicle market in the world 11th largest passenger car market in the world Expected to be the seventh largest by 2016

Robust production Indias car production capacity is in for a US$ 2 billion boost. Auto majors have announced massive investment plans which will push the countrys car production past the psychological 2 million mark by the end of fiscal 2006-07, up 70 per cent from 1.4 million units now. Even at 2 million, India, which stood at No.11 among global car producing nations, will move two steps ahead, past UK (1.6 million) and Canada (1.35 million). It will be neck and neck with Brazils 2-million capacities at No.8.

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The automobile industry witnessed a growth of 19.35 percent in April-July 2006 when compared to April-July 2005, as is evident from this years production trends.

Automobile Production Trends Category M&HCVs LCVs Total CVs Passenger Cars Utility Vehicles MPVs Total Passenger vehicles Scooters Motorcycles Mopeds Total Two Wheelers Three Wheelers Grand Total 2004-05 214807 138896 353703 960487 182018 67371 1209876 987498 5193894 348437 6529829 374445 8467853 2005-06 (In no.s) 219297 171781 391078 1045881 196371 66661 1308913 1020013 6201214 379574 7600801 434424 9735216

Source: Society of Indian Automobile Manufacturers (SIAM)

Domestic Sales

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Increased affluence, wider selection and the ready availability of car loans is driving the Indian car market through the roof. During the last five years (2000-05), the production of passenger cars in India increased by more than 100 per cent. India achieved the sales of 1.11 million vehicles last year (2005).

Domestic sales have been growing at a clipping pace:

Passenger car sales rose by 22.84 per cent during April-September 2006, compared to the corresponding period n 2005. The cumulative growth of overall sales of passenger vehicles during AprilSeptember of 2006-07 was 20.73 percent. Utility Vehicle (UVs) sales grew at 12.85 per cent during the same period. Overall, the commercial vehicles segment grew at 36.96 per cent. Growth of Medium and Heavy Commercial Vehicles was 39.92 per cent. Light Commercial Vehicles also performed well with a growth of 32.86 percent.

Exports India is fast emerging as a manufacturing base for car exports. According to the Society of Indian Automobile Manufacturers (SIAM), a total of 89,338 vehicles were exported in September 2006, a 58.07 per cent jump as compared to the same month last year. While passenger vehicle exports grew at 13.15 per cent, two-wheelers and commercial vehicle exports grew at 27.80 per cent.

Major Manufacturers of Automobiles in India


Maruti Udyog Ltd. General Motors India Ford India Ltd.

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Eicher Motors

Bajaj Auto Daewoo Motors India Hero Motors Hindustan Motors Hyundai Motor India Ltd. Royal Enfield Motors Telco TVS Motors DC Designs Swaraj Mazda Ltd

Foreign players in India Calendar 2006 has seen the entry of many high-end brands into the country. The Indian automobile market will see at least 30 new launches, spanning everything from affordable hatchbacks to mid-size models to super luxury high-end cars and SUVs.

Mercedes, BMW, Porsche, Audi, Bentley and Rolls Royce are already here. Now, the Italian marquee Lamborghini is also planning to enter the country. The Italian marquee plans to launch the Gallardo.

German luxury car maker Audi AG is preparing to drive into India a range of sporty, lifestyle cars like S8 and RS4 early next year. The year 2007 will also mark Audi's entry into merchandising in Indian car bazaar.

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(1.3)

Economic impact-

On the canvas of the Indian Economy, Auto Industry occupies a prominent place. Due to its deep forward and backward linkages with several key segments of the economy, automotive industry has a strong multiplier effect and is capable of being the driver of economic growth. A sound transportation system plays a pivotal role in the country's rapid economic and industrial development. The well-developed Indian automotive industry ably fulfils this catalytic role by producing a wide variety of vehicles: passenger cars, light, medium and heavy commercial vehicles, multi-utility vehicles such as jeeps, scooters, motorcycles, mopeds, three wheelers, tractors etc. The automotive sector is one of the core industries of the Indian economy, whose prospect is reflective of the economic resilience of the country. With 4% contribution to the GDP and nearly 5% of the total industrial output, the automotive sector has become a significant contributor to the exchequer. Continuous economic liberalization over the years by the government of India has resulted in making India as one of the prime business destination for many global automotive players. The automobile industry witnessed a growth of 19.35 percent in April July 2006 when compared to April July 2005.
The Indian automobile Industry has a mix of large domestic private players such as Tata, Mahindra, Ashok Leyland, Bajaj, Hero Honda and major international players including GM, Ford, Daimler Chrysler, Toyota, Suzuki, Honda, Hyundai and Volvo.

Maintenance is something most of us ignore, until our vehicle stops functioning, that is. And then we wonder what went wrong, where. Maintenance is one of the most serious aspects of ownership. It determines the longevity, performance and reliability of whichever vehicle you drive. Looking after your vehicle involves more than taking care of its external coat of paint and keeping it clean and shiny.

Maintenance means taking care of all the parts, even those that are inside the bonnet. Babasabpatilfreepptmba.com Page 14

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These are the ones that directly concern the performance of your vehicle. Besides taking it to the service station at regular periods, it is a good idea to go through the owner's manual that will give a fair idea about its routine maintenance.

Checking the battery, keeping a check on the oils, changing the oils, checking the electrical system, are some of the absolutely unavoidable things to keep your vehicle in good shape. Keeping a log book in which you keep all the details regarding repair, maintenance, routine check-ups etc. will not only give you an accurate idea of what needs to be done when.

AUTO ACCESSORIES INDUSTRY

The Indian auto accessories retail market is quite fragmented and unorganized and is mainly concentrated in four metros. The industry's product mix can be broken down into three areas: Replacement parts, maintenance items and accessories. Replacement parts typically include both new and rebuilt parts used in repairing vehicles (alternators, water pumps, batteries, brake pads, etc.). Maintenance items are those used to maintain performance and aesthetics of vehicles (motor oil, fuses, other fluids, car wash and wax formulas). Accessory items are those which are discretionary and personal in preference. These include floor mats, air fresheners, seat covers and so on.

There are two segments that one can delineate in the auto accessories retail segment: The Do-It-Yourself (DIY) market and the Do-It-For-Me segment (DIFM). The DIY market is comprised of individuals performing routine maintenance on their vehicles. These consumers purchase replacement parts, lubricants and other ancillary products from aftermarket parts retailers. The most common types of maintenance performed by this segment is basic in nature (oil changes, batteries, radiator flushes, etc.). The DIFM segment is also important for the industry as it caters to the needs of professional Babasabpatilfreepptmba.com Page 15

C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


installers, mechanics and garages performing maintenance for individual consumers. These customers are typically less price sensitive than individuals since they pass through costs to the end consumer. The margins in the DIFM market are a bit tighter due to competition among suppliers while the DIY segment in India is still in a very nascent.

Car Audio One of the conspicuous products which have gained prominence in the automotive retail market is the car audio. The Indian car audio market is estimated at Rs 600 crore, a majority of which is dominated by unorganized players and the grey market. The remaining one faces competition from major brands like Kenwood, Blaupunkt and Sony among others. Bose Corporation for example, has an exclusive arrangement with Mercedes Benz, Porsche and Audi for car audio systems. About 80 per cent turnover of Blaupunkt International a wholly-owned subsidiary of Bosch Group, comes from its tie-up with automobile companies. In contrast, for its Indian operations, a large portion of its turnover is from sales to retail customers and a small share coming from its tie-up with automobile makers such as Tata Motors, Hyundai Motors India, Ford India and Mahindra & Mahindra. This indicates the level of focus needed in the auto accessories retail market in India. Blaupunkt's new retail strategy aims at providing a platform for customers to experience the car entertainment systems by displaying an entire range of Blaupunkt products such as head units, speakers, amplifiers and other accessories as well as car entertainment modules such as DVD players, screens and surround sound systems.

IT

Accessories Page 16

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A country that boasts of being the information technology super power of the world, India has little presence in IT based application in automobile retail sector. In developed countries, electronic maps play a key role in the development of advanced incar infotainment technology, particularly in the application of navigation systems. However, their functions have been limited to monitoring and anti-theft. Competition has been focused on audio players and low-cost devices for safety and security purposes. The gradual penetration into cars of a range of new technologies, including video players, LCD displays, navigation, telematics and hands-free telephony is set to open up new areas of competition even as it creates considerable growth opportunities. Navigation, rear seat entertainment (RSE), telephony and telematics

1.3 FUTURE VIEW OF THE INDUSTRY With production of six million two-wheelers, one million passenger cars and multi utility vehicles (MUV) and 0.3 million commercials vehicles, the automobile industry is one of the fastest growing industries in India today. Car ownership too is growing rapidly in India with more and more car manufacturers investing in the market. Besides this, since people are spending more time in their cars they want to use it productively. And very soon, Indian drivers would be demanding advanced safety and security and car infotainment features of the global market. According to Drue Freeman, VP, Global Automotive Marketing and Sales, Philips Semiconductors, "The Indian automotive market is poised for a rapid growth and technological advancement which will revolutionize the role of the car in the Indian society." From the time the driver approaches the car to unlock the door, until the time he arrives safely at his destination, technology is transforming every step of the journey. To begin with; How about a Maruti Wagon R with an Anti Lock Braking system (ABS) + an Electronic Brake Distribution system (EBD), front and side airbags for the driver and the co-driver, front seat belt pretensioners, seat belt warning lights and doors ajar warning system, as standard features? Although these features are not available in the Indian version, they come as standard ones in the Japanese version. Similarly the Chinese version of the Toyota Corolla has ABS, Electronic Brake Force Babasabpatilfreepptmba.com Page 17

C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


Distribution and driver assistance systems like Vehicle Distance Measuring Radar and Back Draft Radar system as standard features which are currently unknown to Indian buyers. A decade ago, a car was merely a means of transport and considered to be a luxury. But today although it is still a status symbol, it is turning out to be a necessity. Complementing this transformation, there is also a big change in the extent of convenience demanded and electronic features that drivers are looking for in cars. A sensor is primarily a sensing device that senses a command and delivers a response to the driver via the instrument cluster. Though there are a number of sensors in automobiles some common ones in Indian vehicles are temperature sensors that sense the coolant temperature, engine temperature, engine oil temperature, level sensors that sense the fuel level, engine oil level and brake oil level and speed sensors in power train.

Common applications for sensors include power train, fuel system, braking system, exhaust system, climate control and a steering system. On the other hand, with increasing demand for additional electronic features, the tendency to pay a little extra for such features is adding to the number of facilities operated by electronic sensors. Consider the following changes in automobile technology largely due to developments in sensor technology in the last one year.

* Automatic wipers: Sensors located on the inner side of the windshield sense the pressure at which the rain drops on the windscreen and control the wiper speed accordingly. This technology is already in India and is available in Hyundai Sonata, Honda CRV, Accord, Ford Endeavor and Toyota Camry.

* Electronically adjustable side mirrors: Mirrors on either side can be controlled by the driver via a knob on the steering wheel or on the inner door handle. It also allows the driver to fold the mirrors once the Babasabpatilfreepptmba.com Page 18

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car is parked. This feature is available in Hyundai Sonata, Honda Accord, CRV, Ford Endeavor, Mondeo, Toyota Camry and Corolla. This technology has been very successful and appreciated in cars such as Toyota Corolla and Honda Accord. * ABS: Anti-Lock Braking System is available in Hyundai Santro and Getz as optional features. Chevrolet Optra is due to launch a new version with the ABS feature. Intelligent Night Vision System: The system uses two infrared cameras, placed under the headlamps, to sense infrared heat-emitting objects, which could be beyond the range of illumination from the headlamps. Once the system identifies a pedestrian, it sends a signal via a sensor and delivers a warning signal

India Automobile Accessories


Audio Systems: Audio systems are one of the most important accessories of an automobile . Car audio sound effect is quite different from what we hear in our homes. What is necessary is that the sound should not be distorted when the automobile is in motion. It is therefore necessary to check the car audio system when the car is in motion as well as when stationary. Test the automobile stereo by sitting in the front. There lies the challenge. At the rear seat all systems will sound good. Price Range:

The car audio systems are available from Rs.2, 000- Rs.1, 00,000. Car speakers are available from Rs. 1,000 onwards. Amplifiers are available from Rs.1, 000 onwards Woofers are available from Rs.1, 000 onwards.

Wheel Covers: The wheel covers of an automobile are an all weather protection for the wheels. Price Range:

Available Rs, 1,000 onwards. Page 19

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Car Perfumes:The perfumes make your car smell fresh and pleasant. It acts like an essential Price Range:

car

accessory

Available between Rs. 200- Rs.10, 000.

Lights: Brake Lights, Fog lights engine lights, Halogen lights, and floodlights are some of the important accessories of an automobile . Carpets/Rubber Mats: All of the mud, tar, dirt and grime that gets into your car ends up nicely on your car floor. You can use car carpets or floor carpets that will cover the floor of your car . While buying ensure that these are easy to remove and wash. Ask if they are washing machine washable (if you intend to use one).

Price Range:

Floor carpets range Rs. 500 onwards.

Seat Covers: Seat covers are a great investment to make your car look like new again, or for protecting your existing seats. They protect your automobile's upholstery from pets, Price Range:

kids,

and

the

mechanics.

There are a variety of colors and designs to choose ranging Rs.750/- onwards.

Car Covers: Car covers protect your car body from rain, dust and the sun. If you have an open car parking, you should consider having a car cover. Even to protect against birds droppings and garbage thrown from apartments, automobile covers are a must have Price Range:

accessory.

Available from Rs. 500-Rs.4, 000 and vary with your car model. Page 20

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Sun Visors:When the sun seems to be working attentively to get into your eyes, you'll appreciate the way the sun visors slide for extra window coverage in cars Price Range:

Available from Rs. 50 -Rs. 200 and vary with your car model.

Interior Mirrors: Rear view mirror gives the driver a clear vision of the traffic behind. Price Range:

Available from Rs. 150 onwards.

Steering Wheel Covers:The steering wheel cover protects the steering wheel and makes it comfortable to use it too by giving a good grip.

Price Range:

Available from Rs. 500 onwards

UV Rays Shields: The Ultraviolet Heat Shield helps reduce the interior temperature and protect your car from the damaging sunrays that penetrate the front windshield. Price Range:

Available from Rs. 2000 onwards.

These are the companies that bring to us our dream machines. This is where it all starts from; the bourgeoisie Maruti 800, the upmarket Astra, the stately Mercedes, the 'Indian' Indica, the racy Hero Honda, the Tata truck and the rest. Wend your way through the automobile companies, their history and product lines. Find out hitherto unknown facts about the vehicles you use. Did you know that the Hindustan Motors was the first vehicle manufacturing company to be set up in India? And it is the same Hindustan Motors which manufactures both the sturdy Ambassador and the elegant Lancer, in association with Mitsubishi of course. We present information on all the manufacturers that are part of the Indian automobile industry. Make this your one stop auto info bank. Babasabpatilfreepptmba.com Page 21

C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

Ashok Leyland Audi AG Bajaj Auto BEML BMW Bentley Motors Limited Chevrolet Daewoo Motors Eicher Motors Escorts Ltd. Fiat India Pvt Ltd Force Motor Ford Motors General Motors Hero Honda Hindustan Motors

HMT Tractors Honda Motors Co. Ltd. Hyundai Motors Indofarm Tractors Kinetic Motor Co. Ltd. Lamborghini LML India Mahindra & Mahindra Ltd. Maruti Suzuki India Ltd. Mercedes Benz Mitsubishi Motors Monto Motors Nissan Motors Porsche Reva Electric Co. Rolls-Royce Motor

Royal Enfield San Motors Scooters India Ltd Skoda Auto India Sonalika Tractors Suzuki Motors Swaraj Mazda Ltd. Tafe Tractors Tata Motors Telcon Terex Vectra Toyota Kirloskar Motors TVS Motor Co. Volvo Yamaha Motor

These are the companies that bring to us our dream machines. This is where it all starts from; the bourgeoisie Maruti 800, the upmarket Astra, the stately Mercedes, the 'Indian' Indica, the racy Hero Honda, the Tata truck and the rest.

Wend your way through the automobile companies, their history and product lines. Find out hitherto unknown facts about the vehicles you use. Did you know that the Hindustan Motors was the first vehicle manufacturing company to be set up in India? And it is the same Hindustan Motors which manufactures both the sturdy Ambassador and the elegant Lancer, in association with Mitsubishi of course.

We present information on all the manufacturers that are part of the Indian automobile industry. Make this your one stop auto info bank. Auto Components Any automobile is the assembly of several auto parts Babasabpatilfreepptmba.com Page 22

C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


with each part contributing to its machinery and polishing its quality. Lack or failure of just one part can breakdown the entire system so every component plays its part. We have provided the detailed list of all the components of any vehicle. This list would enable the user to gain complete knowledge about various auto parts. It would allow the user to access the importance and uses of various integral parts of automobile.

Chassis and Frame Automobile Chassis


Springs Suspension Springs


Chassis Brackets Front Bracket Rear Bracket Bumper Bumper

Air Springs Leaf Spring Clamps Leaf Spring Hangers Leaf Spring Shackles Leaf Springs Lift Springs Lowering Springs Racing Springs Rubber Springs Spring Kits Mounting

Wheel Tubs

Automobile Frames

Bonnet Hood Subframes

Tie Bars

Ball Hooks Censor Rods Pivot Pin Strut Tower Bars

U J Cross Electrical System Charging System Babasabpatilfreepptmba.com

Fuel Supply System Fuel Cells Page 23

C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

Alternator Alternator Bearing Alternator Cases Alternator Kits

Fuel Pump

Diesel Engine Fuel Pump Electric In-Tank Fuel Pumps Electrical Fuel Pump Fuel Regulators Pressure

Drive

Alternator Fans Automobile Generator Automobile Generator Regulator


Fuel Pressure Safety Switches Fuel Pump Assembly Fuel Pump Bolts Fuel Pump Filter Fuel Pump Kits Fuel Pump Mounting Plates Mechanical Pump Fuel

Automobile Battery

Battery Boxes Battery Cable Battery Terminals Battery Systems Cable Control

Battery Electrolyte Battery Plates Battery Caps

Oil Pressure Safety Switches

Terminal Automobile Filters


Battery Trays Jumpstart System Performance Batteries Voltage Regulators Computer

Air Cleaner Air Filter Air Filter Assemblies Bypass Filter Fuel Filter Seal Fuel Filters Fuel Guard Fuel Screen

Automotive Chips

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


Inline Filter

Engine Management Systems Fuel Injection System Air


Intake Temperature Sensors

Diesel Fuel Injectors Electronic Injection Fuel Systems Fuel Injection

Oxygen Sensors Sensor Ring

Fuel Injector Nozzle Fuel Injector O-Ring Fuel Injector Seal Fuel Injectors Fuel Rails Petrol Fuel Injectors Throttle Body

Automotive Wiring

Electrical

A/C Harness Ballast Resistor Convoluted Tubing Electrical Fuse Electrical Holders Electrical Covers Electrical Panels

Carburetor

Fuse Carburetor O-Ring Choke Cables Carburetor Components


Switch Switch

Carburetor Gaskets Carburetor Kits

Electrical Switches Fuse Blocks Relay Sleeve

Intake Manifolds Connectors Shrink Tubing

EGR Valve and

Wiring Connector Turbochargers Wiring Harnesses Superchargers Automobile System Ignition

Turbo Charger Kits

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


Turbochargers

and

Coil Wires

Superchargers Electronic Timing Controllers

Turbo Charger Kits Oxide

Ignition Assembly

Lock Nitrous System(NOS)

Ignition Switch Magnetic Studs Magneto Ignition Distributor Ignition Box Ignition

AN Assembled

Hoses

AN to Pipe Thread Fittings Bulkhead Fittings Cap Fittings Nitrous Oxide Filters

Automobile Wires

Fuel Coolers Dielectric Grease Ignition Coil Kit Ignition Looms Wire

CO2 Systems

Cooling

Fluid Coolers

Spark Plug WireAir Intake System Sets

Air Inlet Elbows Air Intake Kits

Automobile System

Starting

Air Intake System

Bendix Starter Starter Starter Bolts Starter Drive

Drive

Air Inlet Elbows Air Intake Kits

Automotive LPG System


Starter Solenoid Starter Solenoid Repair Kits

LPG Fuel Tank LPG Injection Parts

Starter WiringAutomotive CNG System Babasabpatilfreepptmba.com CNG Fuel Tank

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

(1.4)

MARUTI UDYOG LIMITEDMaruti Udyog Ltd 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. 18.28% of the company is owned by the government, and 54.2% by Suzuki of Japan. The Indian government held an Initial Public Offering of 25% of the company in June of 2003. The company annually exports more than 30,000 cars and has an extremely large domestic market in India selling over five hundred thousand 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 Alto tops the sales charts. 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. The largest selling car from Maruti's stable, Maruti 800 In the order they were launched:

Maruti 800: Launched 1983. Largest selling car in India, till 2004. Maruti Omni: Launched 1984. Maruti Gypsy: Launched 1985. Maruti 1000: Launched 1990 Maruti Zen: Launched 1993 with a facelift in 2003.Production ended in Maruti Esteem:Launched 1994 Maruti Wagon-R:Launched 1999 Modified 2006 Maruti Baleno:Launched 1999 Maruti Alto:Launched 2000. Currently the largest selling car in India Page 27

2006.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


Maruti Grand Vitara:Launched 2003 Maruti Grand Vitara XL-7 Maruti Versa: Launched 2004 Maruti Swift: Launched 2005 Maruti Zen Estilo Launched in 2006 Maruti Swift Diesel Launched in 2007

Services offered Authorized Service Stations- Maruti is one of the companies in India

which has unparalleled service network. To ensure the vehicles sold by them are serviced properly Maruti had 1545 listed Authorized service stations and 30 Express Service Stations on 30 highways across India. Maruti Insurance- Launched in 2002 Maruti provides vehicle insurance to its customers with the help of the National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The service was set up the company with the inception of two subsidiaries Maruti Insurance Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited. Maruti Finance- To promote its bottom line growth, Maruti launched Maruti Finance in January 2002. Prior to the start of this service Maruti had started two joint ventures Citicorp Maruti and Maruti Countrywide with Citi Group and GE Countrywide respectively to assist its client in securing loan. Maruti tied up with ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak Mahindra, Standard Chartered Bank, and Sundaram to start this venture including its strategic parnters in car finance. Again the company entered into a strategic partnership with SBI in March 2003. Since March 2003, Maruti has sold over 12,000 vehicles through SBI-Maruti Finance. SBI-Maruti Finance is currently available in 166 cities across India. Maruti TrueValue- Maruti True Value is a service offered by Maruti Udyog to its customers. It is a market place for used Maruti Vehicles. One can buy, sell or exchange used Maruti vehicles with the help of this service in India N2N Fleet Management- N2N is the short form of End to End Fleet Management and provides lease and fleet management solution to corporates. Babasabpatilfreepptmba.com Page 28

C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


Its impressive list of clients who have signed up of this service include Gas Authority of India Ltd, DuPont, Reckitt Benckiser, Sona Steering, Doordarshan, Singer India, National Stock Exchange and Transworld. This fleet management service include end-to-end solutions across the vehicle's life, which includes Leasing, Maintenance, Convenience services and Remarketing. Accessories- Many of the auto component companies other than Maruti Udyog started to offer components and accessories that were compatible. This caused a serious threat and loss of revenue to Maruti. Maruti started a new initiative under the brand name Maruti Genuine Accessories to offer accessories like alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other car care products. These products are sold through dealer outlets and authorized service stations throughout India. Maruti Driving School Exports- Maruti Exports Limited is the subsidary of Maruti Udyog

Limited with its major focus on exports and it does not operate in the domestic Indian market. The first commercial consignment of 480 cars were sent to Hungary. By sending a consignment of 571 cars to the same country Maruti crossed the benchmark of 3,00,000 cars. Since its inception export was one of the aspects government was keen to encourage. Every political party expected Maruti to earn foreign currency. Angola, Benin, Djibouti, Ethiopia, Europe, Kenya, Morocco, Sri Lanka, Uganda, Chile, Guatemala, Costa Rica and El Salvador are some of the markets served by Maruti Exports

Key Competitors

Tata Motors Hyundai India Ford India FIAT India General Motors India Page 29

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


Pride Pointers Indias largest automobile company MUL Rolls out one car every 43 second. Around 4 million people in India are proud to own maruti cars. The highest installed production capacity More than 35,000 trained technicians for customer support. Largest Sales network-270 sales outlets Largest service networks- 359 dealers workshop Cities covered by sales- 172 Cities covered by service- 922 Spare Parts Store- 26 MGP Shopee- 11 True Value network- 127 outlets

Some Milestones1983- Launched, hence bringing the first revolution in the Indian car market in terms of Technology Availability- production Capacity Fuel Efficiency Choice of colour Shape May- 1993, Zen the world car unvieled at a world premier. November- 1994, Esteem the first luxury car on Indian roads launched December- 1999, Baleno, the top end of the luxury car launched. March-2000 WagonR the original tall boy launched. September-2000, Alto launched in three variants October-2001, Versa, Indias first MPV launched in three variants April-2002 Grand Vitara, the SUV launched.

Some Milestones in Exports Babasabpatilfreepptmba.com Page 30

C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


MUL Export cars to more than 100 countries. Indias largest exporter of completely built cars (CBU) during 2001Cumulative export sales crossing the 2.5 lakh mark, far more than any

2002 both in terms of volume and value. car company in the country.

(1.5)

RNS MOTORS - HUBLI

Maruti's no 1 dealer - RNS Motors HUBLI: Twin-city based RNS Motors, the dealer of Maruti cars has emerged as the leading dealer in the country. M Sunil Shetty, CEO of RNS Motors, in a release said RNS Motors, a part of R N Shetty Group of Companies has achieved the top slot for the third consecutive year in a row. RNS Motors has four branches two in Bangalore and one each in Hubli, Murudeshwar and Bijapur.

Genuine Parts and Accessories


Maruti Suzuki Genuine parts are priced very competitively and offer a customer best value for money and quality. Each product goes through a series of rigorous quality measures and reaches a customer at its best. Many of these items are imported from Suzuki, Japan. Maruti Genuine Accessories (MGA) offer high quality accessories at competitive prices. Every MGA item has perfect mechanical and electrical compatibility with the vehicle and offers you unmatched performance.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


ITEM
Alloy Wheels \ Body Cover High Quality imported Fabric. Water-resistant. 1-Year Warranty. UV Ray protection (UV rays cause paint fading). Very light and easily handled. Matches body profile perfectly. Clamp mechanism. Comes in convenient carry bag. Imported materials used. Perfectly fits the contour of vehicle floor. Attractive designs, matching the interior. Odour free. Fire resistant. Fully Washable. Anti Slip mechanism to prevent slipping on floor. Special thread interlocking. Dust absorbing. Reinforced cushioning at drivers area to prevent balding. Perfect fit with vehicle profile. Unique attachment provided for strong fit. Suzuki (Japan) product. Weatherproof. Offers protection from sun-rain. Long lasting and unlike other visors, do not become brittle or crack. Comes with complete electric wiring, protection relay, switch and lamps. Electrically compatible with the vehicle electrical systems, therefore perfectly safe for the vehicle. No need to cut / splice original vehicle wires, clip-on mechanism. Perfect fit mechanically. Tested for long distance visibility. Beam adjustment screws. Made from high quality virgin material. Flexible and wear resistant. Matches profile of the bumper perfectly. Best Aesthetics. Sophisticated design. Absorbs impacts (thus protecting bumper) if mud flaps hit any speed breaker / pothole. Heat Cycle and UV Ray tested. Complete protection from mud splash.

THE MGA ADVANTAGE


Perfect Match with vehicle. Safe and reliable. Virgin Aluminium from ISO certified sources. 100% X-Ray tested. Endurance tested. Excellent finish. Better cooling. Better Braking efficiency.

Carpets

Door Visors

Fog Lamps \ \Mud Flaps

Made from high quality virgin material. Perfect fit on the vehicle floor. Wear resistant, durable and crack proof. Rubber &Odour free. Anti-slip design to resist slippage on floor. Heat Cycle and UV Ray tested. Environment friendly. Ozone Designer Mats compliance. PVC "Designer" Mats in attractive multi colours are also available. These are manufactured through a special imported process. Electrically compatible with vehicle electrical system, therefore perfectly safe for the vehicle. No cutting / splicing of original wiring on vehicle needed (clamp-on system). High Quality sound and wide features. Easy installation. Tested over 50,000 Kms. Durable. Approved by Suzuki, Japan. High Quality speakers & antenna.

\Stereo System

Security System

Many Advanced Features from complete vehicle protection. Electrically compatible with vehicle electrical system, therefore perfectly safe for the vehicle. No cutting / splicing of original wiring on vehicle needed (clamp-on system). 3-Years Warranty. Designed by experts to perfectly match the vehicle profile. Gives the best aerodynamic and sporty look. Best fit. Special high strength and low weight materials used. If light provided, the electricals are perfectly compatible with the vehicle electrical systems. Excellent surface finish. Leather Seat Covers are made from genuine Italian seat covers. In Fabric Seat covers, the best quality fabric used. High levels of craftsmanship. Perfect fit and finish. Matches interiors. Abrasion tested. Same quality as those fitted from factory.

Spoilers

Seat Covers

Body Polish:(protects paint, removes dirt, etc). Glass Cleaner:(cleans windshield, removes stains). Shampoo: Car CareProducts (removes grease, stains, etc; protects paint). Tyre Polish: (protects tyre, keeps tyre clean). Upholstery cleaner (cleans & protects car interior upholstery). Dashboard Shiner (keeps dashboard sparkling clean and does not attract dust) Besides these there are a host of other accessories. Warning Buzzer Assembly warns a driver when the door is open and reminds him to fix the seat belt. There are high quality rear parcel tray made of reinforced PP, MGA Heater kits, Shining Gold Emblems, Different Fragrance of Perfumes, Swiss army knives & lot more.

Others

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The Organization Structure and the Departments-

Managing director

General Manager

Manager M&S Showro om in charge


Execut ive

True Value

Service

Service Repair Service Advisor Superviso r Tech advisor Mechanic

Body Repair Service Advisor Superviso r

PDI Superviso r

Customer Care Customer Care Executive Telemarketin g executive

Front Office Asst Manage r Front Office Exe

Spares

Asst Spares Executi ve

Tele ph operator

Mechanic

Hostess Booking executive

Technical Advisor Mechanic

Cashier

Delivery executive nt Driver Attender DEO

Procureme In charge

Sales In charge

Sales Executive Evaluation Mechanics

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

Contents Project details


Rational behind the choice of the project Utility of the project Methodology adopted Data collection method Sampling process. Sample size determination. Findings and conclusion Findings Recommendations & suggestions Conclusion Recommendations

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Utility or Proposed out comes and benefits of he study


This project was an opportunity for Me to study about MGA, even will help the company at various information regarding. Awareness of MGA brands in twin city and also the awareness of RNS Motors. Importance given to aesthetics while purchasing the car accessory. Importance given to brand name while purchasing. Importance given to the price while purchasing a car accesssory. Impact of Advertisement while purchasing a car accessory. Influence for the purchase of a car accessory. Importance given to mileage, safety, power, color etc while purchasing accessory. Interested customers for MGA. Customer satisfaction level with the existing MGA product. From this information company can come to know various factors affecting the sales of the automobiles accessory and this also help to go into potential customer and sell the product effectively.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


PROJECT TITLE

C o n s u m e r A t t i t u d e t o wa r ds Br an d e d Ac ce s s o r i e s wi t h s p e c i f i c r e f e r e n c e t o Ca r s fr o m Ma r u t i S u zu ki .

PROBLEM DEFENITION
T o s t u d y t h e a t t i t u d e t o war d s br a n d e d ac ce s s o r i es wi t h s p e c i f i c r e f e r e n c e t o ca r s f r o m Mar u t i S u zu ki .

Sub-objective;
4 . I n f l u e n c i n g f a ct o r f or b u yi n g b eh a v i o r . 5. Attitude towards branded accessories. 6 . O t h e r s u b s t i t u t e s wi t h r ef e r e n c e t o b r a n d .

RESEARCH METHODOLOGY: Data source: Primary Data: Through Questionnaire Secondary Data: R.N.S Motorss Record & Report, & Websites. Sample size: 100 customers of R.N.S Motors Pvt. Ltd. \Area Covered for research: Only in Hubli City. Sampling Procedure: Random sampling method from available database.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


PURPOSE OF THE STUDY:

The purpose of the study is to get practical knowledge, get experience and also to know the various challenges that are faced in the corporate world. The main intention of choosing this topic is to study/to knowCustomers perceptual factors towards branded accessories from Maruti Udyog This project helps to organization to improve the quality of the services. It will help to know the overall performance of Maruti genuine accessories. From this project we will come to know the satisfaction level of customers using

Ltd.

maruti genuine accessories. Hence a questionnaire is formulated so as check Consumer Attitude towards Branded Accessories with specific reference to Cars from Maruti Suzuki.

Conclusion-

From the research conducted here we can come to the conclusion that many car users are not particular of buying the accessory from one particular dealer , as many prefer it to buy from other retailers other than from company out let. Here 65% of people buy accessory from others rather from company, only 35% of people know about MGA. According to the research conducted 70% of the respondents say that quality is the first thing which comes to their mind while making buying decisions of accessories for their car. Whereas 22% of respondents say that they are not much keen about the quality as concerned to accessories to their cars. As per the research results the influencer for many of the respondents are self influenced whereas only 20% of the respondents consider their family members

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


suggestions while buying car accessories. 33% of the respondents say friends are the influencers for them while making buying decisions of car accessories. Performance is the first factor considered by most car users while buying accessory. 22% of the respondents buy accessories for the purpose of convenience while 27% of the respondents think that cost is the most considerable factor for decisions on accessory. Whereas a few of the respondents feel that brand is the main factor of accessory buying decision. According to the research 27% of the respondents prefer branded accessories whereas 31% of them are more inclined towards branded accessories while 43% of them are not much concerned about the brand instead they buy the accessory that is easily and cost effectively available. As per the research 27% of the respondents prefer branded accessories whereas 31% of them are more inclined towards branded accessories while 43% of them are not much concerned about the brand instead they buy the accessory that is easily and cost effectively available. Branded accessories are somewhat more expensive when compared to unbranded 39% of the respondents have agreed with this statement whereas the next 31% respondents say branded accessories are expensive. The study helped me gain valuable insights in Opportunity Analysis and Consumer Behavior, towards potential for MGA. This p roject titled has been a knowledge gaining experi ence for me. By interacting with the respondents and making visits to the customers. I h ave been able to understand that understanding customers is an art and it takes a very strong brand image for a company to retain itself in th e market. The results of the survey proved to be both encouragin g and partly discouraging too. The respondents were not very positive aboutMGA, which was quite discouraging and a negative sign for th e company. The segment for which MARUTI should cater to is a price Babasabpatilfreepptmba.com Page 38

C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


sen sitive segment, so as the organization should focus on highlightin g th e additional perquisites that they would provide with the car, it is going to bond well with the targeted market. Though there are man y competitors in the market for this segment, the company has an advantage, but still it cannot rule out the local dealers. But I believ e th at MARUTI has what it takes to become a name to reckon with in th e market and I offer my best wishes for the same and hope that my work will be of some use for the company. Th e res earch was taken looking to the scope in the Indian automobile industry. Thus the MGA differentiated themselves from ther e competitors to promote their products and try to make their market monopoly in the accessory market. Th e research shows the people are interes ted to know about the MGA. Th e potential for MGA in twin city. This indicates an opportunity f or RNS Motors in the Indian automobile industry. The MARUTI have to concentrate p roduct. Sch emes & offers given by the company influence the customer to change their decision on promotional activities and differentiating their

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RECOMMENDATION Create more awareness of the Maruti Genuine Accessory. Company should concentrate on the marketing aspects of accessory. Along with Local dealer should conduct demonstration and exposure of accessory for existing car owners and potential customers. Dealer should co-ordinate with company to conduct exhibition for all types of Maruti models accessory manufactured and marketed by MGA. Create more awareness of the dealers in the located city. Comparing the price factors the MGA is too high from other local accessory provider; company has to take some actions for the convenience of the customers. Create more advertisements in the local market. Maintain Customer Database and follow-up for the new products launch and promotion activities.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

Frequency
Statistics 2.from whom do you buy the accessories N Valid 100 Missing 0
2.from whom do you buy the accessories Frequency 35 65 100 Percent 35.0 65.0 100.0 Valid Percent 35.0 65.0 100.0 Cumulative Percent 35.0 100.0

Valid

dealer others Total

70

60

50

40

Count

30 dealer others

2.from whom do you buy the accessories

From the research conducted here we can come to the conclusion that many car users are not particular of buying the accessory from one particular dealer , as many prefer it to buy from other retailers other than from company out let. Here 65% of people buy accessory from others rather from company, only 35% of people know about MGA.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 3.Quality is the first thing comes to mind when buying accessory for your car N Valid 100 Missing 0 3.Quality is the first thing comes to mind when buying accessory for your car Frequency 8 70 22 100 Percent 8.0 70.0 22.0 100.0 Valid Percent 8.0 70.0 22.0 100.0 Cumulative Percent 8.0 78.0 100.0

Valid

yes always sometimes Total

80

60

40

20

Count

0 yes always sometimes

3. Quality is the first thing comes to mind when buying accessory for yo

70% of the respondents say that quality is the first thing which comes to their mind while making buying decisions of accessories for their

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki car. Whereas 22% of respondents say that they are not much keen about the quality as concerned to accessories to their cars.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 4.who is the main influencer for you while buying accessory for your car N Valid 100 Missing 0 4.who is the main influencer for you while buying accessory for your car Frequency 47 20 33 100 Percent 47.0 20.0 33.0 100.0 Valid Percent 47.0 20.0 33.0 100.0 Cumulative Percent 47.0 67.0 100.0

Valid

self family member friends Total

50

40

30

20

Count

10 self family member friends

4. who is the main influencer for you while buying accessory for your ca

The influencer for many of the respondents are self influenced whereas only 20% of the respondents consider their family members suggestions while buying car accessories. 33% of the respondents say friends are the influencers for them while making buying decisions of car accessories.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

Frequencies

Statistics 5.what do you consider while buying accessory for your car N Valid 100 Missing 0 5.what do you consider while buying accessory for your car Frequency 8 27 22 43 100 Percent 8.0 27.0 22.0 43.0 100.0 Valid Percent 8.0 27.0 22.0 43.0 100.0 Cumulative Percent 8.0 35.0 57.0 100.0

Valid

brand cost convenience performance Total

50

40

30

20

10

Count

0 brand cost convenience performance

5. what do you consider while buying accessory for your car

Performance is the first factor considered by most car users while buying accessory. 22% of the respondents buy accessories for the purpose of convenience while 27% of the respondents think that cost is the most considerable factor for decisions on accessory. Whereas a few of the respondents feel that brand is the main factor of accessory buying decision.
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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 6.Are branded accessory most preferred ones N Valid 100 Missing 0 6.Are branded accessory most preferred ones Frequency strongly agree 26 agree 31 cant say 43 Total 100 Percent 26.0 31.0 43.0 100.0 Valid Percent 26.0 31.0 43.0 100.0 Cumulative Percent 26.0 57.0 100.0

Valid

50

40

30

Count

20 strongly agree agree cant say

6. Are branded accessory most preferred ones

27% of the respondents prefer branded accessories whereas 31% of them are more inclined towards branded accessories while 43% of them are not much concerned about the brand instead they buy the accessory that is easily and cost effectively available.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 7.Unbranded accessories are less popular when compared with branded accessory N Valid 100 Missing 0

7.Unbranded accessories are less popular when compared with branded accessory Frequency strongly agree 8 agree 18 cant say 52 disagree 10 strongly disagree 12 Total 100 Percent 8.0 18.0 52.0 10.0 12.0 100.0 Valid Percent 8.0 18.0 52.0 10.0 12.0 100.0 Cumulative Percent 8.0 26.0 78.0 88.0 100.0

Valid

60

50

40

30

20

10

Count

0 strongly agree agree cant say disagree strongly disagree

7. Unbranded accessories are less popular when compared with branded acc

27% of the respondents prefer branded accessories whereas 31% of them are more inclined towards branded accessories while 43% of them are not much concerned about the brand instead they buy the accessory that is easily and cost effectively available.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 8.Are branded accessories less eye appealing when compared with unbranded ones N Valid 100 Missing 0

8.Are branded accessories less eye appealing when compared with unbranded ones Frequency cant say 78 disagree 10 strongly disagree 12 Total 100 Percent 78.0 10.0 12.0 100.0 Valid Percent 78.0 10.0 12.0 100.0 Cumulative Percent 78.0 88.0 100.0

Valid

100

80

60

40

20

Count

0 cant say disagree strongly disagree

8. Are branded accessories less eye appealing when compared with unbrand

10% of the respondents disagree and 12% of the respondents strongly disagree on the point that branded accessories are less eye appealing when compared with unbranded

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 9.Are branded accessories more expensive when compared to unbranded accessories N Valid 100 Missing 0
9.Are branded accessories more expensive when compared to unbranded accessories Frequency 20 39 31 10 100 Percent 20.0 39.0 31.0 10.0 100.0 Valid Percent 20.0 39.0 31.0 10.0 100.0 Cumulative Percent 20.0 59.0 90.0 100.0

Valid

yes somewhat expensive not always Total

50

40

30

20

10

Count

0 yes somewhat expensive not always

9. Are branded accessories more expensive when compared to unbranded acc

Branded accessories are somewhat more expensive when compared to unbranded 39% of the respondents have agreed with this statement whereas the next 31% respondents say branded accessories are expensive.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 10.Does unbranded accessories worth to buy N Valid 100 Missing 0 10.Does unbranded accessories worth to buy Frequency strongly agree 17 agree 9 cant say 41 disagree 33 Total 100 Percent 17.0 9.0 41.0 33.0 100.0 Valid Percent 17.0 9.0 41.0 33.0 100.0 Cumulative Percent 17.0 26.0 67.0 100.0

Valid

50

40

30

20

10

Count

0 strongly agree agree cant say disagree

10. Does unbranded accessories worth to buy

33% of the respondents do not prefer unbranded accessories while 41% of them are not much concerned about brands.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 11.Are unbranded accessories inferior than branded ones N Valid 100 Missing 0

11.Are unbranded accessories inferior than branded ones Frequency 8 39 31 10 12 100 Percent 8.0 39.0 31.0 10.0 12.0 100.0 Valid Percent 8.0 39.0 31.0 10.0 12.0 100.0 Cumulative Percent 8.0 47.0 78.0 88.0 100.0

Valid

yes some time cant say not always no Total

50

40

30

20

10

Count

0 yes some time cant say not always no

11. Are unbranded accessories inferior than branded ones

39% of the respondents consider unbranded accessories sometimes inferior than branded ones. While 31% of them are not much concerned about the quality aspects of an accessory.
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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

no 12.00 / 12.0% not always 10.00 / 10.0%

yes 8.00 / 8.0%

some time 39.00 / 39.0%

cant say 31.00 / 31.0%

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 12.Do you know any other accessory manufacturer and seller other than maruti genuine accessory N Valid 100 Missing 0 12.Do you know any other accessory manufacturer and seller other than maruti genuine accessory Frequency 26 74 100 Percent 26.0 74.0 100.0 Valid Percent 26.0 74.0 100.0 Cumulative Percent 26.0 100.0

Valid

yes no Total

80

70

60

50

40

30

Count

20 yes no

12. Do you know any other accessory manufacturer and seller other than m

A major of 74% of the respondents say that they do not know any other accessory manufacturer of seller other than genuine Maruti .

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 13.Are you satisfied with the performance and usage of your present accessory N Valid 100 Missing 0 13.Are you satisfied with the performance and usage of your present accessory Frequency 47 41 12 100 Percent 47.0 41.0 12.0 100.0 Valid Percent 47.0 41.0 12.0 100.0 Cumulative Percent 47.0 88.0 100.0

Valid

yes satisfactory neutral Total

50

40

30

20

10

Count

0 yes satisfactory neutral

13. Are you satisfied with the performance and usage of your present ac

47% of the respondents are satisfied with the performance and usage of their present accessory while 41% of them are not really very satisfied with it.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 15.Do you have any maruti genuine accessory N Valid 100 Missing 0
15.Do you have any maruti genuine accessory Frequency 26 74 100 Percent 26.0 74.0 100.0 Valid Percent 26.0 74.0 100.0 Cumulative Percent 26.0 100.0

Valid

yes no Total

80

70

60

50

40

30

Count

20 yes no

15. Do you have any maruti genuine accessory

74% of the respondents say that they do not have any genuine Maruti accessory while only 26% of them have the genuine accessory.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Frequencies

Statistics 16.whom do you prefer to fit accessory in your car N Valid 100 Missing 0 16.whom do you prefer to fit accessory in your car Frequency Valid company trained mechanic favourite mechanic Total 26 74 100 Percent 26.0 74.0 100.0 Valid Percent 26.0 74.0 100.0 Cumulative Percent 26.0 100.0

80

70

60

50

40

30

Count

20 company trained mech favourite mechanic

16. whom do you prefer to fit accessory in your car

74% of the respondents prefer their favorite mechanic to fit or fix accessory in there car whereas only 26% respondent prefer company mechanic to fix the accessory.

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

company trained mech 26.00 / 26.0%

favourite mechanic 74.00 / 74.0%

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

QUESTIONNAIRE

Name Occupation Age Cell number Annual income Car model / type

1. What accessories do you have in your car please tick them in the below mentioned table. Item Alloy wheels Body covers Carpet Door visor Fog lamps Mud flaps Rubber designer mat Stereo system Security system Spoilers Seat covers Car care products Others specify- Yes No


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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

2. from whom do you buy the accessories Dealer Others 3. Quality is the first thing comes to mind when buying accessory for your car Yes Always Some times Not always No 4. who is the main influencer for you while buying accessory for your car Self Family members Friends Mechanic Dealer 5. what do you consider while buying accessory for your car Brand Cost Convenience Performance 6. Are branded accessory most preferred ones
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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Strongly agree Agree Cant say Disagree Strongly disagree 7. Unbranded accessories are less popular when compared with branded accessory Strongly agree Agree Cant say Disagree Strongly disagree 8. Are branded accessories less eye appealing when compared with unbranded ones Strongly agree Agree Cant say Disagree Strongly disagree 9. Are branded accessories more expensive when compared to unbranded accessories Yes Some what Quite expensive
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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Not always No 10.Does unbranded accessories worth to buy Strongly agree Agree Cant say Disagree Strongly disagree 11.Are unbranded accessories inferior than branded ones Yes Some times Cant say Not always No 12.Do you know any other accessory manufacturer and seller other than maruti genuine accessory Yes No Specify- 13.Are you satisfied with the performance and usage of your present accessory Yes Satisfactory Neutral
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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki Unsatisfactory Unsatisfied 14.At current what accessory do you have in your car Specify- 15.Do you have any maruti genuine accessory Yes No Specify-.... 16.whom do you prefer to fit accessory in your car Company trained mechanic Any local mechanic Your favorite mechanic 17.what would be your next accessory buy specify

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


. 1 . 1 . 1 . 2 . 2 . 2 . 2 . 2 . 2 . 2 . 1 . 1 1 1 1 1 1 1 1 1 2 1 2 2 2 2 2 2 2 2 2 3 1 1 1 1 1 1 2 1 2 1 2 2 2 2 2 2 2 2 2 2 3 2 3 2 1 1 2 1 1 1 1 1 1 1 1 3 1 3 2 3 2 3 3 3 3 3 3 3 1 1 1 1 2 1 2 3 2 1 2 1 1 1 3 1 1 1 4 3 5 5 1 4 5 4 3 4 4 4 4 4 4 3 3 3 3 4 3 4 3 3 3 3 3 3 3 2 3 3 3 3 3 3 2 3 3 2 3 2 2 2 3 3 2 3 2 2 1 2 3 2 2 2 2 1 2 3 2 1 2 1 1 1 3 1 1 1

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


. 1 . 2 . 2 . 2 . 2 . 2 . 2 . 2 . 2 . 2 . 2 . 2 1 1 1 1 2 1 2 2 2 2 2 2 2 2 2 3 2 1 2 2 2 2 2 2 2 1 2 2 2 2 2 2 2 2 2 2 3 2 3 2 2 2 2 2 2 2 2 2 1 1 1 3 1 3 2 3 2 3 3 3 3 3 3 3 1 3 2 3 2 3 3 3 4 3 3 3 3 4 3 4 3 3 3 3 3 3 3 2 3 3 3 3 3 3 2 3 3 2 3 2 4 3 5 5 1 4 5 4 3 4 4 4 4 4 4 3 3 3 3 4 3 4 3 3 3 3 3 3 3 2 3 3 3 3 3 3 2 3 3 2 3 2 2 2 3 3 2 3 2 2 1 2 3 2 2 2

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


. 2 . 2 . 1 . 1 . 1 . 2 . 2 . 2 . 2 . 2 . 2 . 2 2 2 2 3 1 1 1 1 1 1 1 1 2 1 2 2 2 2 2 2 2 2 2 3 3 2 3 2 1 1 2 1 2 1 2 2 2 2 2 2 2 2 2 2 3 2 3 2 3 3 3 3 1 1 1 1 1 1 1 3 1 3 2 3 2 3 3 3 3 3 3 3 4 3 5 5 1 4 5 4 3 4 4 4 4 4 4 3 3 3 3 4 3 4 3 3 3 3 3 3 3 2 3 3 3 3 3 3 2 3 3 2 3 2 2 2 3 3 2 3 2 2 1 2 3 2 2 2 2 1 2 3 2 1 2 1 1 1 3 1 1 1 4 3 5 5 1 4 5 4 3 4 4 4 4 4

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


. 2 . 1 . 1 . 1 . 2 . 2 . 2 . 2 . 2 . 1 . 1 . 1 2 3 1 1 1 1 1 1 1 1 2 1 2 2 2 2 2 3 1 1 1 1 1 1 3 2 1 1 2 1 2 1 2 2 2 2 2 2 3 2 3 2 1 1 2 1 2 1 3 3 1 1 1 1 1 1 1 3 1 3 3 3 3 3 3 3 1 1 1 1 1 1 2 1 2 3 2 2 2 2 1 2 3 2 1 2 1 1 1 3 1 1 1 4 3 5 5 1 4 5 4 3 4 4 4 4 4 4 3 3 3 3 4 3 3 2 3 3 2 3 2 2 2 3 3 2 3 2 2 1 2 3 2 2 2 2 1 2 3 2 1 2 1 1 1 3 1 1 1 4 3 5 5 1 4 5

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


. 2 . 2 . 2 . 2 . 2 . 2 . 2 . 2 . 2 . 2 . 2 . 2 1 1 2 1 2 2 2 2 2 2 2 2 2 3 2 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 3 2 3 2 2 2 2 2 2 2 2 2 3 2 1 3 1 3 2 3 2 3 3 3 3 3 3 3 1 3 2 3 2 3 3 3 3 3 4 3 4 4 4 4 4 4 3 3 3 3 4 3 4 3 3 3 3 3 3 3 2 3 3 3 3 3 3 2 3 3 2 3 2 4 3 5 5 1 4 5 4 3 4 4 4 4 4 4 3 3 3 3 4 3 4 3 3 3 3 3 3 3 2 3 3 3 3 3 3 2 3 3 2 3 2 2 2 3 3 2 3 2

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


. 2 . 1 . 1 . 1 . 2 . 2 . 2 . 2 . 2 . 2 . 2 . 2 2 3 1 1 1 1 1 1 1 1 2 1 2 2 2 2 2 2 2 2 2 3 2 3 3 2 1 1 2 1 2 1 2 2 2 2 2 2 2 2 2 2 3 2 3 2 3 2 3 3 1 1 1 1 1 1 1 3 1 3 2 3 2 3 3 3 3 3 3 3 3 3 4 3 5 5 1 4 5 4 3 5 5 1 4 5 4 3 4 4 4 4 4 4 3 3 3 3 4 3 4 3 3 3 3 3 3 3 2 3 3 3 3 3 3 2 3 3 2 3 2 2 2 3 3 2 3 2 2 1 2 3 2 2 2 2 1 2 3 2 1 2 1 1 1 3 1 1 1 4 3 5 5 1 4 5

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


. 1 . 1 . 1 . 2 . 2 . 1 . 1 . 2 . 2 . 2 . 2 . 2 1 1 1 1 1 1 1 1 2 1 1 1 1 1 1 1 2 1 2 2 2 2 2 2 1 1 2 1 2 1 2 2 2 2 2 1 2 1 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 3 1 3 1 1 1 1 1 3 1 3 2 3 2 3 3 3 4 3 3 3 3 4 3 4 3 3 3 3 3 3 3 2 3 3 3 3 3 3 2 3 3 2 3 2 2 2 3 3 2 3 2 2 1 2 3 2 2 2 2 1 2 3 2 1 2 3 2 3 3 2 3 2 2 2 3 3 2 3 2 2 1 2 3 2 2 2 2 1 2 3 2 1 2 1 1 1 3 1 1 1

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


. 2 . 2 . 1 . 1 . 1 . 2 . 2 . 2 . 2 . 2 . 2 . 2 2 2 2 3 1 1 1 1 1 1 1 1 2 1 2 2 2 2 2 2 2 2 2 3 3 2 3 2 1 1 2 1 2 1 2 2 2 2 2 2 2 2 2 2 3 2 3 2 3 3 3 3 1 1 1 1 1 1 1 3 1 3 2 3 2 3 3 3 3 3 3 3 4 3 5 5 1 4 5 4 3 4 4 4 4 4 4 3 3 3 3 4 3 4 3 3 3 3 3 3 3 2 3 3 3 3 3 3 2 3 3 2 3 2 2 2 3 3 2 3 2 2 1 2 3 2 2 2 2 1 2 3 2 1 2 1 1 1 3 1 1 1 4 3 5 5 1 4 5 4 3 4 4 4 4 4

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki


. 2 . 2 . 2 . 2 2 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 3 2 3 2 3 3 3 4 3 3 3 3 4 3 4 3 3 3 3 3 3 3 2 3 3 3 3 3 3 2 3 3 2 3 2

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C o n s u m e r A t t i t u d e t o w a r d s B r an d e d A c c es s o ri e s w i t h specific reference to Cars from Maruti Suzuki

BIBLIOGRAPHY Wesites:
www.maruti udyog ltd.com www.mga.com www.automobile.com

www.accesories.com auto car, over drive magazines research books tull & hawkins, philip kotler

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