Sri Sharada Institute Of Indian Management -Research

Approved by AICTE
Plot No. 7, Phase-II, Institutional Area, Behind the Grand Hotel, Vasant Kunj,
New Delhi 110070 Website: www.srisiim.org

A
Project Report
ON

(DM:501 CE) BRAND MANAGEMENT

Topic On

Brand Strategy, Equity, Positioning & Architecture of

PEPSICO

Submitted To:Prof. Mukesh Bhatia

Submitted By:Vikram Kumar

(20130159)

Declaration
We hereby declare that the following project
report of Brand Management is an authentic
work done by us. This is to declare that all work
indulged in the completion of this work such as
research, analysis of activities of an organization
is a profound and honest work of ours.

Vikram Kumar
PGDM : 2013 15
Place : New Delhi

(20130159)

ACKNOWLEDGEMENT
We would like to express my hearty gratitude
to my faculty guide, Prof. Mukesh Bhatiafor
giving us the opportunity to prepare a project
report on Brand Strategy, Equity, Positioning
&

Architecture

of

PEPSICO

and

for

his

valuable guidance and sincere cooperation, which

helped us in completing this project.

Vikram Kumar

(20130159)

PGDM : 2013 15
Place : New Delhi

EXECUTIVE SUMMARY
The new millennium is not just a new beginning; it is a continuation of trends in
human behaviour that have been following cyclical patterns throughout our country's
history. Just because we have entered a new era does not mean we have to start from
scratch when it comes to interpreting why certain consumers are loyal to certain brands,
and what type of factors influence these kinds of buying behaviour. Brand awareness is the
consumer's conscious or unconscious decision, expressed through intention or behaviour,
to repurchase a brand continually. It occurs because the consumer perceives that the brand
offers the right product features, image, or level of quality at the right price. Consumer
behaviour is habitual because habits are safe and familiar. In order to create brand loyalty,
advertisers must break consumer habits, help them acquire new habits, and reinforce those
habits by reminding consumers of the value of their purchase and encourage them to
continue purchasing those products in the future.
Brand awareness has key role in determining the behaviour of a buyer and it has the
final decision. Until a buyer has clear cut of view about the product he never dare to
purchase, where as awareness about a particular brand make him to take quick decision and
go forward.

INTRODUCTION

The new business horizon will be the most challenging era for the
most of the companies delivering goods and services to the buyers
directly through their network. The increasing competition in the global
markets will make the existence of the companies difficult as the buyers
enjoy being the kingpins.
Marketing is all around us. It is one from or another. It is close to
every individual. Moving from the historical perspective, modern
marketing has taken on new dimension through various management
approaches. Marketing was defined as an exchange mechanism, in its
early days and had been conceptualized as a function of selling. The
efficacy of marketing was largely related with the personal salesmanship
through advertising strategies for the consumer and industrial products.
However, with the recognition of the difference between marketing and
selling, concepts turned more scientific and analytical. Marketing is now
defined as a blend of behavioural and management science powered by
creativity, intuition, innovation, and inspiration tops them all.

Perhaps the most distinctive skill of professional marketers is their

ability to create, maintain, protect, and enhance brands. Branding is the
art and cornerstone of marketing. The American Marketing Association
defines a brand as: a name, term, sign, symbol, or a design, or a
combination of them, intended to identify the goods or services of one
seller or group of sellers and to differentiate them from those of
competitors. Thus a brand identifies the seller or maker.

What distinguished a brand from its unbranded commodity

counterparts is the consumers perceptions and feelings about the
products commodity counterparts is the consumers perceptions and
feelings about the products attributed and how

they

perform.

Ultimately, a brand resides in the minds of consumers. A brand can be

better positioned by associating its name with desirable benefits.

A brand is much more than a name, logo, colors, a tagline, or

symbol. These are marketing tools tactics. A brand is essentially a
marketers promise to deliver a specific set of feature, benefits and
services consistently to the buyers. The marketer must establish a
mission for the brand and a vision of what the brand must be and do.

Brand nodding occurs when customers experience the company as

delivering on its benefit promise. The fact is that brands are not built by
advertising but by the brand experience. Brands vary in the amount of
power and value they have in the marketplace. We define brand equity
as the positive differential effect that knowing the brand name has on

customer response to the product or service. Brand equity results in

customers showing a preference for one product over another when
they are basically identical. The extent to which customers are willing to
pay more for the particular brand is measure of brand equity.

A brand needs to be carefully managed a so that its equity does

not depreciate. This requires maintaining or improving brand awareness,
perceived quality and functionality, and positive associations. These
tasks require continuous R and D investment, skillful advertising, and
excellent trade and consumer service.
Each firm wants to identify its products and distinguished them from
their competitors in the market. A firm does and confirms it by means of
branding. Branding means, naming a product for its identification and
distinction. A product will gain its image and consumer loyalty through
its brand.
In the car marketing segment of Indian market, Maruti is known as
the undisputed leader. Various reasons have been attributed to its
success. Some of them are low initial cost of the vehicle which is known
as the common mans car. It is also known as for its easy handle and
maintenance features and low service charges.
Another important area where Maruti scores over its competition is
the well established nation wide circle of after sale service centers.
Indus is one of the well known Maruti dealers in Kerala which play a key
role in understanding the needs and wants of the customers and their
desires as well as services. It also plays a good role as a good service
centre to maintain good and effective services and provide greater level
of satisfaction.

Brand awareness means the people are familiar with the product and
they are likely to buy it because they organize it. All brands have value
just like physical asset value. Brand also can be treated as assets like
physical. Many companies recognize their brands as more valuable than
their physical assets. A powerful brand can create ultimate success and
show bizarre things to the business world.
As above mentioned visions in large, a keen desire has been dedicated
for the attempt in this study entitled Influence of Brand Awareness on
buying behaviour with special reference to Maruti Ritz at Indus Motors,
Calicut.

OBJECTIVES

The study has been conducted with the following objectives in mind:

PRIMARY OBJECTIVE
1. To know, whether buying behaviour is dependent of brand awareness
or not
2. To know how brand awareness made customer to purchase product
(Maruti car)
3. To understand the factors and variables of brand influence them to
purchase.
4. To know what position does the brands has in the minds of customers.
5. To know how they became aware of the brand (Ritz)

6. To know level of satisfaction about the brand awareness (Ritz) offered

by Maruti.
7. To know how maintain and improve brand awareness,brand loyalty.

SECONDARY OBJECTIVE
1. To know about the service quality of Indus Motors, Calicut
2. To understand the concept of customers abut Indus Motors, Calicut

SCOPE OF THE STUDY

The overall scope of the present study considers all the variables
and factors that have major impact over the customers in considering
particular brands. This especially included how a customer regally
evaluate recognizes the brand and what position particular brand
occupies in the customer mind.
This includes how a customer gets attracted towards the brands and
what makes a brand highly significant over their competitive brand. The
study includes how brand awareness among potential customers can be
maintained and improves.
The project has been done in Kozhikode city only. The survey was
confined only to Maruti customers to presently posses only Ritz. The
survey was especially focused on existing Ritz owners for finding how
they are influenced by the brand and what made them aware of the
brand. After the survey was done the data was analyzed and also

relevant suggestion were made in order to improve its brand awareness

towards Ritz as well as Maruti.

IMPORTANCE OF THE STUDY

The motive of any company is to generally acquire larger market

share high % of sales the Industry, This could be only achieved by
building a higher % of brand loyal customers.

Any company can survive if there is a stiff computational activity in

the market and brand loyal customers. Today many major companies in
the market try to maintain and improve there branded equity. With out
creating a proper Brand awareness they cannot build brand image.
Strong brands help build the corporate image and also by making it
eager for the companies launch new brands.
Today brands are treated as major enduring assets of a company; more
over brand equity are major contributor to customer equity. This all can
happen only if there is proper brand awareness.
The four wheeler industries have been expanding rapidly are gone
the day when possessing a small and mid-size cars was seen as a
luxury. Nowadays it is viewed as a mere necessity. So such awareness
has key role to the consumption.

RESEARCH METHODOLOGY
Research methodology is the description, explanation and justification of various
methods of conducting research. This area deals with the research design, sources of data
collection, sampling design, hypothesis, and statistical tools used for the data analysis and
interpretation.
STATEMENT OF THE PROBLEM
Since Maruti is one of the most popular brands in India, there is a high need to
understand whether the customers are loyal to the brand and they have any kind of
influence from its awareness. Retaining customers is the main objective of any company.
So, a study to understand the influence of brand awareness seems to be not go vain.
The main objective of the study is to find out, whether there any influence of brand
awareness in buying behaviour.
RESEARCH DESIGN
Descriptive Research
A researcher should think about the way in which he should proceed in attaining his
objective in his research work. He has to make a plan of action before starting the
research. This plan of study of a researcher is called the research design. Descriptive
research design is used for this study. Descriptive research design is used to those studies
which are concerned with characteristics of a particular individual or a group

SOURCE OF DATA COOLECTION

Both primary and secondary data have been used for the study.
Primary data
Primary data are those which are collected for the first time which is original in
character. They are collected directly and are reliable. The primary data was collected
through a well structured questionnaire.
Secondary data
Secondary data is those which have already been collected by someone else.
Secondary data has been collected from company records, text books, websites etc
SAMPLE SIZE.
63 respondents where selected as sample size from a sample frame of 450 existing
customers. Mathematical tool was used for obtaining the numbers, it is shown below.
Z2 P Q N
n = ( e2 ) ( N 1 ) +Z 2 P Q

Where
n
N
P%

= minimum sample size required

=Sample frame
= the proportion of respondents belonging to the specific

category
Q%

= the proportion of respondents not belonging to the specific

category
Z

= the value corresponding to the level of confidence required

= Error value

PILOT STUDY AND PRE-TESTING

The sample frame for this study is 450; for conducting a pilot
study, The researcher have taken 5% of my sample frame, i.e. a size of
23. In that researcher got 95% responses, so researcher took P as 95%
and Q as 5%.The level of confidence taken is 95%, so the Z value is
1.96.If Z is 95% the E value should be 5%.The pre-test was conducted
regarding to that responds.

SAMPLING TECHNIQUE
In this study, systematic random sampling was used for selecting
samples. The list of population was given by the company.
STATISTICAL TOOL
Chi-square test is used for the study. Chi-square test is one of the important tests
developed to test hypothesis. It is a non parametric test. It is frequently used for testing
hypothesis concerning the difference between a set of observed frequencies of a sample
and corresponding set of expected or theoretical frequencies.
X2 = (O E) 2 / E

Where O = observed frequencies,

E = expected frequencies,
Degree of freedom (v) = n-k
n = number of frequency classes
k = number of independent constraints.
For a contingency table with r number of rows and c number of columns the degree of
freedom is
V= (r-1) (c-1)
The following steps are required to determine the value of the chi-square test.
1.

Calculate the expected frequencies

2.

Take the difference between observed and expected frequencies.

3.

Obtain the square of the difference.

4.

Divide (O- E) 2 with the expected frequency.

5.

Obtain

(O E) 2 / E

The calculated value of x2 is compared with the table value of x2 for a given
degree of freedom at a certain specified level of significance. If the calculated value is
more than table value, null hypothesis is rejected and accept the alternative hypothesis. If
the calculated value is less than table value, null hypothesis is accepted and alternative
hypothesis is rejected.
The important applications of chi-square test are given below.

To test the variance of a normal population.

To test the goodness of fit.

To test the independence of attributes.

Hypothesis
Hypothesis is considered as the most important instrument in research. A hypothesis
is an assumption or some assumption to be proved or disapproved.
Hypothesis can also be divided as (1) Null Hypothesis or (2) Alternative Hypothesis.
Null Hypothesis: is a statement that no difference exists between a population parameter
and a sample statistic
Alternative Hypothesis: When the null hypothesis is rejected, then, we are accepting the
alternative hypothesis. The alternative hypothesis is the logical opposite of the null
hypothesis.

In this study
Null hypothesis (Ho): - Buying behaviour is independent of brand awareness.
Alternative hypothesis (Hi): Buying behaviour is dependent of brand awareness

LIMITATIONS OF THE STUDY

As a study is concerned it has got its own limitations. It is obviously

understood that such limitations are unavoidable.

Some important limitations can be read as;

An in depth study was not possible due to time constraints
The study was conducted at Calicut city; it may not be
applicable for the whole country.
The study was purely confined to 63 samples. May not be
applicable to entire customers.

 There are chances of bias in the data collected from the

respondents
The data given by the respondents may limit to their own
knowledge, feelings and awareness.

INDUSTRY PROFILE
The automobile industry is one of the most important industries in
the business scenario which influence the world economy largely. It
provides jobs for millions of people and generate billions of dollars in
this world which to enhance and widen the economy. The automobile
has enabled the travelling facility to the human kind and it has eased
the way of living. The dream was came to true only in 18 th centuries
when first car was rolled in the road and it was a giant step in human
history. Today it has touched its peak. Innovative steps has proven the
impossibilities before the world which even beyond the imagination.

Nowadays, cars have been seen as the part of utility as well as the
status. It has come with gorgeous and gracious styles which has evoked
the hearts of peoples. The demand for the cars have been increased
more than before and the competition also very high.
Its going without say that; the automobile manufactures all over
the world are in stiff competition. In earlier days, India was out of field,
but today, though in introduction stage, it has a rapid growth. So, India
is now seeking its place amongst these giants of the world.
Talking about the current scenario, the Indians are following the
strategy of getting high with affordable price, where, nano is the
remarkable one.
So we cant imagine the future because, new powers, sources, and
intelligence are being used. The new generation has to see these
changes with open eyes.

THE BIRTH OF AUTOMOBILE

In the early 15th century the Portuguese arrived in china and the
interaction of two cultures lead to a variety of new technologies,
including the creation of a wheel that turned the generation. By 1660s a
full sized engine powered vehicle was created.
By the mid 15th century the idea of self propelled vehicle have been
put into action with the development of experimental vehicles powered
by means of springs, clock works and etc. .
Nicolas Joseph cugnot of france is considered to have
invented the first true automobile in 1769, designed by cugnot and
constructed by M.Berzin, it is also the first American who obtained
patent for self propelled carriage which could attain speeds up to
6km/hour. The early steam powered vehicle were only the practiced one
on a perfectly flat surface as strong as iron. In 1771 he again designed
another steam driven engine which ran so fast that rammed into a well,
recording the worlds first accident.

INDIAN AUTOMOBILE INDUSTRY

The automobile industry in India is the 10th largest in the world with an annual
production of approximately 2million units. India is expected to overtake China as the
worlds fastest growing car market in terms of number of units sold and the automotive
industry is one of the fastest growing manufacturing sectors in India. Though several major
foreign automakers, like Ford, Suzuki, GM and Honda have their manufacturing bases in
India, Indian automobile market is dominated domestic companies. Maruti Suzuki is the
largest passenger vehicle company; Tata Motors is the largest commercial vehicle company
while Hero Honda is the largest motorcycle company in India. Other major Indian
automobile manufacturers include Mahindra & Mahindra, Ashok Leyland and Bajaj Auto.

Car manufacturers in India

The reason behind the immense growth of the India Car Industry can be attributed to
the availability of car loans, affordable rates of interest, smooth repayment facilities and
the deductions offered to the customers by the retailers.
Following are the car manufacturers in India

Maruti Suzuki

Hindustan Motors

Reva Electric Car Co

Daimler Chrysler India Private Ltd

Fiat India Private Ltd

Ford India Ltd

General Motors India

Honda Siel Cars India Ltd

Hyundai Motors India Ltd

Toyota Kirloskar Motor Ltd

Skoda Auto India Private Ltd

AUDI AG

BMW

India Ltd

CHEVROLET

FORCE MOTORS

NISSAN MOTOR CO. LTD

PORSCHE

ROLLS-ROYCE MOTOR

San Motors

TATA MOTORS

Daewoo Motors

The varied car markets in India:

The market for small cars now occupies a substantial share of 70% out of the annual
production of 1 million cars in India. Maruti Udyog, with its legendary Maruti -800 is the
leader in the small car market. A number of manufacturing plants are coming up for
advancements in the field of small cars.
Maruti Suzuki India Ltd.
Maruti Suzuki India Ltd is a publicly listed automaker in India. It is a leading fourwheeler automobile manufacturer in South Asia. Suzuki Motor Corporation of Japan holds
a majority stake in the company. On 17 September 2007, Maruti Udyog was renamed to
Maruti Suzuki India Limited. The company's headquarters remain in Gurgaon, near Delhi.
Maruti Suzuki 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. Until
recently, 18.28% of the company was owned by the Indian government, and 54.2% by

Suzuki of Japan. It is the biggest car manufacturer in India and especially dominant in the
small car sector.
Maruti Udyog Limited (MUL) was established in February 1981, though the actual
production commenced in 1983. Through 2004, Maruti has produced over 5 Million
vehicles. Marutis are sold in India and various several other countries, depending upon
export orders. Cars similar to Martis (but not manufactured by Maruti Udyog) are sold by
Suzuki in Pakistan and other South Asian countries. The company annually exports more
than 30,000 cars and has an extremely large domestic market in India selling over 500,000
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. Till recently the term "Maruti", in popular
Indian culture, was associated to the Maruti 800 model.
Maruti is clearly an employer of choice for automotive engineers and young
managers from across the country. Nearly 75,000 people are employed directly by Maruti
and its partners. The company vouches for customer satisfaction. Maruti Suzuki was born
as a government company, with Suzuki as a minor partner, to make a peoples car for
middle class India.

OBJECTIVES OF MARUTI SUZUKI LIMITED

1. Modernization of Indian automobile industry
2. Productions of fuel efficient, low cost, high quality vehicle to conserve scare
resources
3. Production of large number of motor vehicles, which are necessary for economic
growth.
Service Offered
Sales of automobiles

In the order they were launched:

1. Maruti 800, (Launched 1983)
2. Maruti Omni (1984)
3. Maruti Gypsy (1985)
4. Maruti Wagon-R (1999)
5. Maruti Alto (2000)
6. Maruti Versa (2003)
7. Maruti Zen Estilo (2005)
8. Maruti Suzuki Swift (2006)
9. Maruti Suzuki SX4 (2007)
10. Maruti Grand Vitara (2007)
11. Maruti DZiRE (2008)
12. Maruti A-star: ( 2009)
13. Maruti Ritz: (2009)

Future Maruti Suzuki Plans

1. Maruti Omni Face-Lift in 2009
2. New Mini-SUV in 2010 Likely to be a four-door Jimny.
3. New Luxury Sedan in 2010. Likely to be version of the Kizashi.

4. New Swift in 2011

5. New Alto
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 has 2628 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.
Maruti Finance
To promote its bottom line growth, Maruti launched Maruti Finance in January 2002.
Maruti tied up with ABN Amro Bank, HDFC Bank, SBI, ICICI Limited, Kotak Mahindra,
Standard Chartered Bank, and Sundaram to start this venture including its strategic partners
in car finance.
Maruti True Value
Maruti True service is 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 corporate. Their impressive lists 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.
Accessories
Many of the auto component companies other than Maruti Udyog started to offer
components and accessories that were compatible. 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
As part of its corporate social responsibility Maruti Udyog launched the Maruti Driving
School in Delhi. Later the services were extended to other cities of India as well. These
schools are modeled on international standards, where learners go through classroom and
practical sessions. Many international practices like road behaviour and attitudes are also
taught in these schools

Key competitors
Tata Motors
Hyundai
Ford

FIAT
General Motors
Honda

COMPANY PROFILE

About Indus Motors

Indus Motors Company Private Limited, having its registered office
at Indus House, Chakorathukulam, Calicut and the corporate office at 2 nd
floor, Opp. South Gate of Cochin Shipyard, Thevara, Kochi- 682015, was
incorporated on 11th July, 1948 with the main objective of dealing motor
vehicles in the state of Kerala. Indus belongs to the renowned
PEEVEES Group promoted by the prominent NRI business person
Mr. P.V. Abdul Wahab, member of parliament .The PEEVEES Group has
interests in educational institutions, plantations, civil constructions and
LPG & Petroleum.
At present , Indus is one among the top five dealers of Maruti
Udyog Limited in the country. Indus operates from its dealership from
Cohin ,(Kalamassery, Kakkanad and Thevara)Trivandrum. (Mettukada,
Venpalavattom and Murinchapalam) and Calicut(Panicker Road ,

Kottakkal, Nallalam and Calicut koya raod) . One each in Kollam,

Kayamkulam, Kottayam, Trichur, Palakkad, Guruvayoor, Mvattupuzha,
Thalassery, Kannur, Kanhangad and Vadakara.
Infrastructure and management expertise which Indus put behind
their business has borne fruit- Maruti gave two coveted awards to IndusThevara workshop was adjudged the best Model Workshop in India and
Indus was the second highest seller of Genuine Maruti Spare in India. JD
Power associates has rated Indus as No.1 in South India for Sale
Satisfaction.

SALES OUTLETS
Indus Motors Company pvt. Ltd has 3 car sale showrooms spread across
Kerala.
Cochin
Trivandrum
Calicut.

Indus also has its own authorized service network divided has
certain sections or ease cures of Maruti owners. There are service
divisions, Maruti genuine parts division, vehicle sale division, Maruti
insurance renewal division, Maruti accessories division and Maruti true
value exchange division.
The authorized service stations are situated at Kanhangad, Kannur,
Thalassery, Calicut, Palakkad, Thrissur, Kalamassery, Edappally,
Kayamkulam, Kottayam, and Trivandrum.
SALES AND SERVICES
Indus Motors Company pvt. Ltd provides the entire range of
products and services available in the Maruti Suzuki. Indus is the
pioneers of new and innovative sales strategies like Unlimited Car Care
Package: UCP that provides a Maruti customer, life long care for his car,
Inuds is the highest seller of Maruti cars in All India Ranking for AprilDecember 2003 for models Maruti 800 and Alto.
The main aim of INDUS motors is to increase sales and all the other
departments try their maximum to increase sales.

CUSTOMER CARE DEPARTMENT

Indus customer care department termed as SSI department. I.e.,
Sales Service Index department. It has 2 main functions.
Post sale follow up
Complaint resolution

MARUTI INSURANCE DEPATMENT

Insurance in Maruti is known as Maruti Insurance. Maruti has tied
up with national Insurance Company, Bajaj Allainz, New India Assurance
and Royal Sundaram to fulfill this service to all its customers.
It has certain benefits as

Near cash-less accident

Faster and fair claim settlement
Dealer assisted towing facility
Faster refunds, cancellation, and policy verification

MARUTI GENUINE ACCESSORIES DEPARTMENT

Indus motor company is assured that the part bought by customers
are MG parts. It assures long life and the complete ornaments for the
vehicle .All the basic accessories are available in the INDUS motors
itself.

Many of the auto component companies other than Maruti Udyog

started to offer components and accessories that were compatible.
Maruti started a new initiative under the brand name, Maruti Genuine
Accessories (MGA) to offer accessories like Alloy wheels, Body cover,
Door visors, Fog lamps, Stereo system, Seat covers and other than Car
care products. These products are sold through dealer outlets and
authorized service stations through out India.

EXTEND WARRENTY DEPARTMENT

EWD helps Maruti customers to extend its warranty period. It gives
warranty only to the car and not the parts.

TRUE VALUE DEPARTMENT

Mauti true value schemes started during the year 2004. This
department is located main entrance of dealership service centre. It
mainly deals with buying and selling of used cars. Exchange is done on
120point checking and Indus cars have 15% profits on each exchange. It
provides Quality, Reliability, Transparency and Convenience all under
one proof.

FEATURES OF INDUS MOTORS

Indus Motors company is number one dealer of Maruti Suzuki Limited

More than 18 branches in Kerala
Winner of dealer award 2007
The infrastructure and management expertise is excellent and put others far behind

of same business
Thavara workshop was adjudged the best Model Workshop
Indus is the second highest seller of Genuine Maruti Spares in India

OBJECTIVES OF INDUS MOTORS

PRIMARY OBJECTIVE
Profit maximization
Greatening Maruti car market in Kerala
SECONDARY OBJECTIVES

Consumer satisfaction
Creating job opportunity
Introducing new technologies in the market
Increase market values of shares
Creating goodwill

HUMAN RESOURCE AND THEIR BENEFIT

Indus Motors is an Authorized dealer of Maruti Suzuki Ltd. Now more

than 150 people are working in Indus Motorss Calicut Branch. It
includes permanent and temporary workers. The company provides the
salary to workers on the basis of position & experience. The company
provides dearness allowances, commission, etc, with salary.

ORGANISATIONAL CHART

Indus Motors Pvt Ltd has excellent leaders. Who spared no effort for
developing this organization. Their valuable advices and thoughtful
directions had great influence in their employee so that it could attain
peaks within short span of period.
The great department consist of Mr. SIDHIK ,Assistant General Manager
of sales and Mr. SAHEER , deputy sales manager. There are three
regional sales managers, Mr. SAFARY, Mr.KRISHNAKUMAR,
Mr.ABDULZAMAD

ORGNISATONAL CHART

Managing
director

General
Manager

Sales

Account

manager

officer
Service
manager
workers

AGM. Sales
Receptionist
Deputy
sales
manager

Regional
Managers

Field
executives

2.3 PRODUCT PROFILE

RITZ
Maruti Suzuki Ritz - An outstanding combination of sporty styling,
compact size andavant-gardetechnology.
The largest car maker of India, Maruti Suzuki, has launched its much
awaited model 'Maruti Ritz'. This car is sure to revolutionize the
Indian auto industry because of its exceptional features and eyecatching design. Possessing clean, bold and stylish design, Maruti Ritz
will attract people for its superb interior and exteriors.
Maruti Suzuki Ritz is available in both petrol and diesel variants. This
car has been designed keeping the comfort of passengers in mind and
at the same time keeping the cost low. The fuel efficiency and mileage
of Maruti Ritz is expected to beat its competitors and is expected to
rank top in its class. The new car is available with a suspension of 170
mm and 14-inch alloy wheels, which enables comfortable driving on
Indian roads.
Maruti Ritz also offers the car lovers with options in engine. The
recently launched car is available in two different engine options. The
first version comes with a brand new K-series of 1.2 liters, four-cylinder,
85 PS petrol engine whereas, the second version with a 1.3 liters, 16-

valve, 75 PS diesel engine. The performance of Maruti Ritz is expected

to match with the performance of cars like Swift and

A-star.

Variants
Maruti Ritz is available in six variants including 3 variants in petrol
type and 3 variants in diesel versions.
Maruti Ritz ZDi
Maruti Ritz 1.2
Maruti Ritz ZXi
Maruti Ritz GT
Maruti Ritz Vxi
Maruti Ritz VDi
Technical features of Maruti Ritz

Brakes
Front
Rear

Ventilated disc
Drum

Suspension
Front
Rear

McPherson strut & coil spring

Torsion beam & coil spring

Engine
Fuel options
Petrol
No. of cylinders 4

Diesel
4

Engine cc
Max power
Max torque

Weights
Kerb weight

1197
85 ps@ 6000 rpm

1248
75 ps@ 4000

113 Nm @ 4500

rpm
190 Nm@ 2000

rpm

rpm

Lxi-1005

Ldi-1100

Vxi-1015
Zxi-1030
1430
5
43

Vdi-1110

(kgs)
GVW(kgs)
Seating
Fuel tank

1520

capacity(ltrs)

Zen Estilo
Maruti Suzuki India is all set to entice the buyers with the all new
variant of Zen Estilo. The automaker has launched this new Zen Estilo
with 998-cc K-series engine. Revamped, visually upgraded, comfortable
and more stylish, the new version is available in a host of new colour
options. This 2009 variant of Zen Estilo is priced between 3.12 lakh to
3.96 lakh (both ex-showroom,Delhi).
The all fresh look of the recently launched car Zen Estilo is not all that
Maruti has to offer. This car also claims a fuel efficiency of 18.2 kpl with
its 998-cc K-series engine. This small car from Maruti Suzuki India has
passed ARAI test and is BSIV & ELV compliant.
While the new ZEN Estilo with KB-Series engine comes with an upgraded

engine, the other accessories and car parts have been given a new
touch. For better visibility during winters, this recently launched car has
integrated fog lights both at front and rear of the car. The other added
options available with this new model of ZEN Estilo include washers and
wipers at both ends, ABS and driver airbag.
Adorning the look of a miniaturized family van, Zen Estilo is truly a
Spanish expression of style. With aerodynamic body and unique bean
shape, this car is designed to match pace with the changing taste and
lifestyle of 'Vibrant India'. Besides the stylish look, this new hatchback
also has posh-looking two-tone beige/chocolate brown complimentary
combination. This combination has been chosen to put in a touch of
newness and refreshing feel to the interiors. Even the seat-covers are
embossed with new organically designed geometric patterns. Some of
the upgraded interior accessories of the new variant of Zen Estilo are
digital fuel display, speedometer and new multi function displays.
A perfect combination of comfort, power and pleasure, the refreshed and
new model of Maruti Suzuki Zen Estilo with KB-Series engine has new
transmission technology. The new Zen Estilo forms a part of A2 compact
segment of Maruti Suzuki cars.
* Colour Options Available - Ecru Beige, Dusky Brown, Emerald Blue
and Quantum Orange.
* Variants Available - Zen Estilo LX, Zen Estilo LXI, Zen Estilo VX and
Zen Estilo VXI
Technical features of Maruti Ritz

Length

3600

Width

1475 (LX/LXi), 1495 (VXi)

Height

1595

Wheel Base

2360

Tread, Front

1295

Tread, Rear

1290

Turning Radius

4.6 m

Seating Capacity

Ground clearance

165 mm

Max power (PS / rpm)

Max. Torque (Nm /
rpm)
Engine
Engine Capacity

68 PS @ 6200 rpm
90 Nm @ 3500 rpm
K10B
998 cc

Engine Type

3 cyl

Transmission

5 MT

Drive

2WD

Clutch Type
Kerb Weight (kg)
GVW (kg)
Tyre Size (Tubeless)
Fuel Tank Capacity (l)
Front Brake

Dry, single disc, diaphragm type

845 (LX, LXi), 865 (VXi)
1275
145 / 70 R13 (LX, LXi), 155/65 R13 (VXi)
35
Ventilated Disc

Rear Brake

Drum
Manual - 5 Speed,

Transmission Type

Fr: McPherson strut with Torsion type roll

control device

Suspension System

Rr: Coil spring, Gas filled shock

absorbers with three link rigid and
isolated trailing arm

Power Steering

Electronic Power steering (EPS) (Lxi &

Vxi)

SWIFT
Maruti Swift, the Indian Compact Car Giant has always caused
ripples in the market with its design, technology and interior layout. But,
when it is with the most modern technology at the best price possible
and it has performance, efficiency and safety to add, the SWIFT stands
out in a very bizarre and modern crowd. This was perhaps the most
eagerly awaited car launch of the decade. The SWIFT was developed
totally on a new mindset- to create a Japanese car developed in Europe
for todays global market.
Suzuki Swift, which was launched in May 2005, has been a huge hit
in India. This compact car was an effort by Maruti to incorporate fresh
design and concepts into their models. A car with eye-catching features,
it is a delight to watch. Placed in the category of

B-segment cars, Swift

is appreciated for quality of power, response and fuel efficiency. Some

striking features of the car are Dynamic European styling, Rally based

suspension system, All-Aluminium hypertech engine and Automatic

climate control
Design and Interiors
The car has great design and equally good interiors. It has a cleansheet design, built on a newly developed platform with three and fivedoor models on offer. It has adopted contemporary mechanicals.
Features like torsion beam rear suspension and electronic brake force
distribution have been incorporated. Enough legroom and luggage space
is available in the car. The automobile has fabric accented trendy looking
door trims. The boot can accommodate plenty of luggages. The long
wheelbase and width of the car mean high level of comfort and
spaciousness.
Engine
The car is equipped with 1298cc engine with 4 cylinders and 16 valves.
The maximum power is 87bhp @ 6000rpm, and maximum torque 113Nm
@ 4500rpm. As for fuel distribution, it is Multipoint injection.

Safety
A range of safety features have been incorporated in Maruti Suzuki Swift.
The car is available with a number of safety features like collapsible
steering column, front seatbelt pre-tensioners with load limiters, and
energy absorbing trim all around. Active safety technologies include dual
front airbags, and antilock braking system together with electronic
brake-force distribution have been roped in.

Technical Specifications of Maruti Swift

Body Type
Numbers of Doors
Seating Capacity
Tire

Hatchback
5
5
165 / 80 R14 / 185/70 R14
(tubeless)

Weights
Kerb Weight
Gross Vehicle Weight
Fuel Tank Capacity
Engine
Capacity
Number of Cylinders
Number of Values
Bore x Stroke
Compression Ratio
Maximum Power
Maximum torque
Fuel distribution

980 kgs. (LXi) / 1000 kgs. (VXi) /

1010 kgs. (ZXi)
1415 kgs.
160 kmph
43 litres

1298cc
4
16
74.0 x 75.5 mm
9.0:1
87bhp @ 6000rpm
113Nm @ 4500rpm
Multipoint Injection

ALTO

Brilliant performer-Outstanding fuel efficiency. Impressive read

handling, refined MPFI -engine. Stunning looks. Excellent pick up and
acceleration. The Alto is a brilliant car that promises to deliver an

enticing blend of unbeatable performance, comfort and driving

experience. The car is designed for effortless, and comfortable driving as
just relax. More over enjoy every moment in Alto.
The Maruti Alto is the Indian-built Suzuki Alto version, manufactured by
Maruti Suzuki in India. It was launched in the local Indian market on
September 27, 2000 although the Maruti Alto brand name was very
successfully being used to export the Maruti Zen to Europe from India
since around 1994 having captured over 40% market share in Belgium
and 33% in Netherlands by 1998 It is the best-selling hatchback in India.
Since 2006, It is India's largest selling car and crossed the 1 million
production figure in February 2008 becoming the 3rd Maruti model to
cross the million mark in India after Maruti 800 and Maruti Omni and 4th
overall joining Hyundai Santro. Besides being exported to Europe from
1994-2004, it has also been exported to several other countries.
Specifications
The Alto is powered by a 796 cc gasoline engine with 3 cylinder, 4 valves per cylinder
MPFI engine with 32bit ECM.
Maximum Power: 47 PS (35 kW)
Acceleration 0-100 km/h: approximately 20 seconds
Top Speed: 137 km/h (85 mph)

Variants
The Alto is offered in the following variants

 Base model - (non-ac, launched in 2004, Mumbai price approx. 2.4

lakh Rs of December 2008
LX - Base model with A/c, cup holders, fabric seats , remote fuel lid
opener and few small changes, Mumbai price approx. 2.7-2.75 lakh
Rs. as of December 2008
LXi - Same as LX with power steering, Mumbai price 2.85-2.9 lakh
Rs. as of December 2008)
There used to be a VX/VXi model with a 4-cylinder 1061 cc engine (64 bhp/80 Nm
torque) launched in August 2001. This has now been discontinued. But this VX model is
still sold in certain European countries. The Alto VX model also featured a tachometer
which was absent in LX model. All models are equipped with 5-speed manual
transmission.
The popularity of the Alto has increased over the past few years, mainly due to the
reduction in prices. This reduction in prices has mainly come in due to the reduction in
excise duty over time. Alto was the first brand In Indian Domestic Automotive History to
sell over 200,000 units in a single financial year, the last 100,000 units being sold in 5
months. Alto was the only brand to sell over 22,000 units in a single month, making it the
largest selling car in India.
The second generation Maruti Alto is based on the new Suzuki Alto, and is unveiled at the
2008 Paris Motor Show. It is based on the Suzuki A-Star Concept global car.

Technical Specifications

ENGINE

Displacement (cc)
796(cc)
No: cylinders/ arrangement/ 3 cylinders, in line 4 valves
valves
Type

per cylinders
F c engine MPFI

PERFORMANCE
Max power (bhp/rpm)
Max: torque(m/rpm)

47bhp@6200rpm
62nm@3000rpm

ENGINE
Min: tuming radius (m)
Type

4.6(m)
Power steering

BANKERS
Type

Powerful 8- inch boosters

assisted disk breaks half
instantly breaking

Swift D-Zire
The new Swift DZire joined the Swift and SX4 in Suzuki's Indian
lineup and is intended to "redefine the market and stir excitement in the
entry level sedan segment". It's a good news for the consumers because
Swift DZire, which comes both in diesel and petrol engines, offers luxury
feature options including integrated stereo, steering mounted audio
controls, automatic climate control and power windows as well. Not only
this but, it is also equipped with latests safety features like Dual
Airbags, ABS with EDB, collapsible steering column and an i-CATS antitheft facility. It's true to say that many of these features are being

offered for the first time in this segment in the Indian car market
Variants
Petrol

Diesel

LXI

LDI

VXI

VDI

ZXI

ZDI

Range of Colours
There is a wide range of colors for the customers. The newly Swift DZire
is offered in seven colours:

Arctic White

Silky Silver

Clear Beige

Midnight Black

Bright Red

Azure Gray

Sovereign Blue
Technical Specifications
DZire Petrol

DZire Diesel

ENGINE
Type

MPI petrol/in-line/SOHC Multijet/DDis/DOHC

Fuel distribution
Capacity
No. of cylinders

Multipoint injection
1298
4

No. of valves

16

Bore x Stroke

74 x 75.5

Compression
ratio

9.0:1

Common Rail
1248
4
16
69.6 x 82
17.6:1

Maximum
power

87@6000

75@4000

(Bhp@rpm)
Maximum
torque

113@4500

190@2000

(Nm@rpm)
Air charging
system

Naturally aspirated

Fixed geometry turbo

charger with intercooler

TRANSMISSIO
N
5 speed manual, with 5 speed manual, with
Type

Front Track
(mm)

synchromesh in all

synchromesh in all gears,

gears, one reverse

one reverse
1470

Rear Track
(mm)

1480

Turning radius

4.7

(m)
Boot Space
(liter)

440 (Zxi & Zdi)

464 (Lxi, Ldi, Vxi & Vdi)

CHASSIS
Steering

All Variants
Rack and pinion,
Pinion type electronic power assisted

Front Brakes

Ventilated Discs

Rear Brakes

Drum

Maruti A - Star
On November 19, 2008 Maruti A Star is launched especially for
the car lovers spread all across the world. This car represents beginning
of a new revolution with its outstanding performance and unmatched
looks. Comprised with five world class features, this car is environmental
friendly car which has supreme engineering functionalities.

Features :
This car includes few special features like :
Engage drive - To achieve perfection, this feature takes care of road
handling and maneuverability.

 Ergo drive - To render high fuel efficiency and performance,

aluminum 998cc DOHC KB series engine provides 67PS@6200rpm.
Aero drive - For providing smooth drive, this car aerodynamic looks
and windows design are combined with aero theme interiors.
Assure drive - For adding more safety, this car is provided with
TECT ( Total effective car technology) with ABS and dual airbags.
Green drive - This is highly eco friendly car provided with Euro 3
compliant, Euro 4 and Euro 5, low emissions and recyclability
feature.
Colors;
Bright red, Desert brown, Healing green, Silky silver, Paradise blue,
Midnight black, Sunlight copper, Arctic white, Azure grey.

Technical Specifications
ENGINE
Type
No. of
cylinders

KB-Series
3

No. of valves

12

Capacity

998 cc/cm3

Box * Stroke

73.0 * 79.5

Compression
Ratio
Maximum
Power
Maximum
Torque
Fuel
distribution

10:1

67/6200 Ps/rpm

90/3500 Nm/rpm

Multipoint Injection

Chassis
Steering
Brakes Front/Rear
Suspension Front/Rear
Shock

Rack & pinion, Power assisted

Ventilated Discs/Drums
MacPherson strut & coil
spring/Isolated trailing link &
coil spring
Gas filled

absorbers
Tyre (tubeless) 155/80R13
Capacity
Seating
Capacity
Fuel Tank
Capacity

5 Persons

35 Litres

Weights
Kerb weight
(min. with full 860 - 880 kg
options)
Gross vehicle
weight

1320 kg

Suzuki SX4
Maruti Suzuki India Ltd.. is out with it's cutting edge new model,
Maruti Suzuki SX4, a joint venture made by two of automobile czars,
Suzuki and Maruti. The model closely follows the Swift platform,
therefore, it is easily available with exclusive features which makes it all
the more desirable among car connoisseurs. A mini SUV (sport utility
vehicles) style, SX4 is almost like a car in it's construction & comfort
context.
The model is found in two- and four- wheel drive. With two variants, the
model is all set to conquer the Indian auto biz market. These are

commonly referred as the "Urban Line" & the "Outdoor Line", where the
latter is more like an SUV in appearance compared to the first one. The
car is expected to have 1590cc petrol engine making it capable enough
to deliver a power of 94bhp and a torque of 13.4kgm.

Variants

Maruti Suzuki SX4 is a charming sedan easily available in two variants :

Maruti Suzuki SX4 Vxi
Maruti Suzuki SX4 Zxi
SX4 Vxi
The Maruti SX4 Vxi variant has certain distinct technical specifications in
it's wheel & tyre category. With steel wheel type having 15 inch size &
195/65 R15 tyres, the variant marks its' individuality.
SX4 Zxi
The Maruti SX4 Zxi variant differs equally as far as it's wheel & tyre
quality is concerned. The wheel type is alloy & it's size is of 16 inch.
While the tyre type is 205/60 R16. This variant is also available with
leather option.

Technical Specifications
Engine
Capacity
Number of
cylinders
Number of
valves
Bore x
Stroke
Compression
ratio
Maximum
power
Maximum
torque
Fuel
distribution

: 1298cc
:4

: 16

: 74.0 x 75.5 mm

: 9.0:1

: 87bhp @ 6000rpm

: 113Nm @ 4500rpm

: Multipoint injection

Chassis
Steering

: Rack & pinion, power assisted

Brakes

: Ventilated Discs

Front
R
ear
Suspension
Front

Rear

Tyres

: Drums

: MacPherson strut and coil spring

: Torsion beam and coil spring

: 165/80 R14 / 185/70 R14 (tubeless)

Weights
Kerb weight :

980 kgs. [LXi] / 1000 kgs. [VXi] /

1010 kgs. [ZXi]

Gross
vehicle

: 1415kgs

weight

Maximum
speed

Fuel tank
capacity

: 160kmph

: 43 litres

Maruti Baleno
This mid size car with its bold and elegant looks along with its
smart performance is becoming the part of the dream of many car
lovers.

Colors
Pearl Silver
Silky Silver
Superior White
Midnight Black
Bean Blue
Maruti Baleno is present in two variants :
Baleno Sedan VXi
Baleno Sedan LXi

Baleno Sedan, VXi

Along with the features present in LXi, there are many other extra
features available in this model like leather steering cover, automatic
climate control, rear spoiler with LED stop lamp, stylish alloy wheels, MP3
music system, silver finish centre garnish, remote keyless entry etc.

Baleno Sedan, LXi

It has various effective comfort and safety features like tilt adjust power
steering, central lock door locking, electric windows, tachometer,
tripmeter, "key not removed" warning buzzer, AC illumination system,
cigarette lighter, ash tray illumination, electrically operated AC louvre
switches,semi concealed windshield wiper(2 speed plus 2 controlled
intermittent), front and rear mud flaps, day/night inside rear view mirror,
velour floor carpet, front doorarmrests and pockets (both sides), rear
door child lock, lockable glove box, side impact beams etc.
WAGON-R
The Maruti Wagon-R is a made-for-India version of Suzuki Wagon
R. Maruti Suzuki India Limited has recently revamped its looks and
introduced a new look WagonR which sheds the boxy look at the back
Initial launch
The Wagon-R was born out of Japanese kei-jido-sha restrictions which
dictated a limited length and engine size. This boxy, tall-boy design has
now completed seven years of presence on Indian roads.
Maruti's launch of the car was ill-timed. Despite being one of the world's
first tall-boy designs (along with models from Daihatsu and Daewoo),
the Wagon-R was not first-to-market in India.
A less avant garde version of the Hyundai Atos was the first tall-boy
design to hit the Indian roads. It preceded the Maruti-Suzuki Wagon R by
a two year lead.
Design & Trim Options

The car comes with a variety of trim levels. These include the LX (sans
power steering), LXi (power steering), VXi (fully loaded) and the AX
(automatic). The car normally comes with a 5-speed manual
transmission and seats 4 (including the driver) comfortably.
The Wagon R's bread-box shape did not immediately cut ice with the
Indian consumer and the car saw slow sales initially.
Specifications
The car is powered by a 1061 cc four cylinder, sixteen valve, multipoint
fuel-injected engine producing 64 bhp (47.7 kW) at 6200 rpm and 84
newton-meter (62 ftlbf) of torque at 3500 rpm.
The LPG version, christened DUO, was recently launched; this runs on
petrol as well as on LPG. Also the internal controls have been given a
more sportier look with bright metal finish.
Other features new in the Vxi (the top end manual transmission model)
are Electrically adjustable outside Rearview mirrors. This is the first on
any B-Segment car in India.
Driving impressions
Light kerb weight(750775 kg) makes for a nimble car with good
acceleration and a top speed of 160 km/h (99 mph). The car's fuel
economy is somewhere in the range of 13 to 14 km/l (7.7 to 7.1 l/100
km) in city driving and 18 to 20 km/l (5.6 to 5.0 l/100 km) on the
highway.
The car is priced between Rs. 350,000 (LX) to Rs. 485,000 (AX).

In 2000 until 2007, the Wagon R is rebadged as Opel Agila. The Agila
was built at a General Motors factory in Gliwice, Poland and used
Vauxhall/GM Engines and transmissions.
In India, the Wagon R is sold as "Maruti Suzuki WagonR", having Suzuki's
1.1 L F10D petrol engine producing 64 bhp (48 kW). Also, a new LPG
version called DUO has been introduced lately, which runs both on Petrol
and LPG.
In Indonesia, the car is called Suzuki Karimun and offered with a 1000 cc
(until 2006) and 1100cc (2007 onwards)petrol engine, whilst in China it
forms the base for both the Changhe-Suzuki Beidouxing and ChangheSuzuki F-MPV.

THE FEATURES OF WAGONR

BRAKES
Antilock brake system

n.a

Front
Rear Drums 180mm

62bhp

ENGINE
Bore 4 stoke
Brake horse power
Construction
Displacement
1061cc
Ignition
Layout
Torque

n.a
n.a
Cast iron
1061cc
Petrol
Multi point fuel injection
4 cylinder in-line
4.8 gm @3500rpm

Valve gear

4 valves per cylinder

STEERING
Type

Rack & pinion-power

assisted

Maruti Esteem
Sophisticated big structured Maruti Suzuki esteem is one of the old
car of the Maruti Udyog group. To run this huge car its engine is made of
lightweight all-aluminum. This contemporary engine has capacity of 65
bhp at 6000 rpm .
According to *Mileage (Auto India, Nov 2005), Esteem holds the topmost
position on mileage among the other category of cars including the
small cars.
There are three models of Maruti Suzuki Esteem:
Maruti Esteem (Lx)
Maruti Esteem (Lxi)
Maruti Esteem (Vxi)
Colors that make the body of the car appealing to any viewer
are found in different shades in this car :

 Superior White
Metallic Pearl Silver
Metallic Silky Silver
Metallic Icy Blue
Metallic Fawn Mist
Metallic Midnight Black

Maruti Esteem (Lxi)

This model is more upgraded version of Maruti Suzuki (Lx). Apart from
the features that are already in MarutiSuzuki (Lx), there are other few
more added features existing in Maruti Suzuki (Lxi). For comfort this
model specially has rear view mirror on the left side, power steering and
power window (front).
The special interior feature of this model is chrome plated parking lever
nob.
To mention the extra features for the exterior of this model, there are
body side moulding and full wheel cover.
Maruti Esteem (Vxi)
The striking features that are found in the most upgraded model of this
car, always attract the valuable buyers .Along with the other features
that have in Maruti Suzuki Esteem (Lx) and Maruti Suzuki Esteem (Lxi),

this model possesses few more advanced standard equipments.

For the comfort sake, this model is being upgraded with outside rear
view mirror on the left side, power antenna, kenwood defogger, central
locking etc.
Interior of this model is upgraded with silver finish rear and front power
window switch garnish, cigarette lighter, vanity mirror, and silver finish
louvers, garnish and bezels.
Some extra exterior features are front fog lamps with clear lens, body
colored door handles, body colored side view mirrors, rear spoiler etc.

Maruti 800
Driving with the high quality of fuel efficiency and economical
purchasing price have enhanced the popularity of the Maruti 800. Its
lowest fuel consumption cost has made this car forever better choice for
the buyer.
Its easy accommodating small structure of 4.4 meters of radius has
made it an user friendly car. For its easy to park structure , it is very
comfortable to parking anywhere, even if the space is too little. It can be

smoothly driven in an overcrowded street or in a narrow lane.

Various safety features of Maruti 800 give assurance of secured driving
to the buyer. Here is an overview on few salient features of Maruti 800 :
Side impact beams
Laminated windshield
Additional body reinforcement
Other extra new features :
Collapsible steering columns
High mount stop lamp
Clear lens Headlamps
Front Grille
Dual Tone interior upholstery
Bharat stage III : Hi-tech 32 ECM and ultra-refined engine
Suzuki badging
Clear multi reflector headlights
Attractive tail lamp
Specifically placed crumple zone

There are two variants found in Maruti 800:

Maruti 800 STD BS III
Maruti 800 AC BS III
Maruti 800 Duo

Maruti 800 Std BS III

Its weight is 650kg. It is without Air-conditioner.

Maruti 800 AC BS III

To give the comfort of an Air conditioner, especially during sultry
summer days, Maruti 800 is running its name as the low cost airconditioned car. Its weight is 655kg.
Maruti 800 Std. & AC variants are available in Bharat Stage III version

Engine
Type

4 stroke cycle, water cooled SOHC

(1C2V)

No. of cylinders

Piston displacement

796 cc

Maximum output (Std.,AC)

37 bhp at 5000 rpm

Maximum torque (Std.,AC)

59 Nm at 2500 rpm

Power Transmission
Std., AC

4-forward, all synchromesh,

1 reverse

Steering
Steering

Rack & pinion

Suspension
Front

McPherson strut & coil spring

Rear

Coil spring with gas filled shock

absorbers

Brakes
Front

Disc

Rear

Drum

Tyres
Tyre size

(Radial) 145/70 R-12

Capacity
Fuel tank capacity

28 liters (BS III)

3. LITERATURE REVIEW

3.1 THEORATICAL PRESPECTIVE

Brand awareness is the potential capacity that a consumer

recognizes or recall the name of the brand of a certain category of a
product. Thus, brand awareness is an exercise of identification of the
brand name under different conditions and, therefore, the probability of
a brand name coming to the consumer and the facility with which this
happens.
Awareness essentially means that customers know about the
existence of the brand, and also recall what categories the brand is in.
The lowest level of awareness is when the customers have to be
reminded about the existence of the brand name, and its being a part of
the category. There after is the stage of aided recall, i.e., upon the
mention of the category, the customer can recognize the companys
brand from among a list of brands. Then is the stage of unaided recall,
where in a customer mentions the companys brand among a list of
brands in the category. The highest level of awareness is when the first
brand that the customer can recall upon the mention of the product
category is the companys brand. This is called top-of-mind recall.
(Arunkumar & N Meenakshi,2006)
Brand awareness, influenced by the advertising recall, affects the
decision of purchase not only in the aspects of the behaviour, but even
at the effective level, forming positive attitude towards the product that
lead to buying of this product and to obtaining major quotas for the
company.
Brand awareness is an instrument of predominant selection
amongst consumers without experience of use of the product and stops
experimentation with new product and brands.

Band awareness is a dimension of brand equity that affects the

decision of the consumer both at the effective level and at the
behaviour level. In the affective area, a brand known by the consumers
creates a feeling of pleasure and familiarity in them.
Awareness of the name acts as an anchor to which every thing else
about the brand is liked, much like the name of a person acting as an
anchor for tying all associations about him. Building awareness involves
making the brand visible to the relevant target audience by various
promotional methods such as publicity, sponsorship, events, advertising,
instigating word-of-mouth promotion etc. (Arunkumar & N Meenakshi,
2006)
The buyer means not only one who make the process of buying,
but, it involves the initiator, influencer, payer, decider and user. The
buyer conducts the transaction. He visits stores, makes payments, and
effects the delivery. Usually, the buyer is the only player whom the
marketers can see being involved in the decision making process.
Merely interviewing him about the purchase does not serve the purpose
of the marketer who wants to explore the consumer decision making
process, as at the time of purchase all other evaluations have been
completed, which he involved several other players as well. The
importance of these players is crucial in deciding the relevant market
mixes. . (Arunkumar & N Meenakshi, 2006)
Finally, brand awareness favors the certain of associations brought
about by the product, which are in the origin of the creation of brand
image.

BUYING BEHAVIOUR

The new millennium will be the most challenging era for the most
of the companies delivering goods and services to the buyers directly
through their network. The increasing competition in the global markets
will make the existence of the companies difficult as the buyers enjoy as
the kingpin of their business. The increasing competition in the market
for the goods and the services will provide the best options to the
buyers towards the customer value, satisfaction and the delight chain.
In the developing economies and near monopoly markets the
sellers do not pay adequate attention towards the buyers and make
them in a disadvantageous position. On the contrary in the buyers
market the customers can choose the goods and services. This
phenomenon can be explained in reference to the Indian market also.
Let us take an example of an Indian car market in the mid-seventies
which was largely dominated by the Ambassador brand of Hindustan
Ltd, had Fiat for the class market. During this period the car market had
sellers dominance and enjoyed near monopolistic condition. The car
market scenario was in transition since mid-eighties after the market
invention of Maruti Udyog Ltd. and has become highly competitive after
the introduction of the new economic policy in early 90s. Since, we can
simply understand that, the current market for cars in India is a buyers
market, which is very competitive in terms of quality, price, services,
comforts and value for the money, which are cannot be calculated at a
time, but take a long thinking and discuss. It is in fact that buyers
market where the consumer exercises his franchises to choose the
brand and hence he plays key role in making the brands sustain in the
market.
The consumer makes the decision on buying of any product of the
company

by

problem

solving

carefully

weighing

and

evaluating

perceived use values and product attributes. This process is commonly

known defined as rational decision making while the emotional
responses.
Buying decision concerning products and brands are heavily
influenced by the available and anticipated economic resources. Besides
the

economic

resource

of

consumers,

the

cognitive

resource

representing the mental capacity of storing and analyzing various

information processing activities also play a vital role not only in
decision making process but also in satisfying received thing.
More over, knowledge plays key role in all level, especially in
developing awareness about a particular product as well as brand.
Comprehensive knowledge about the goods and services, image of the
company, promotional packages etc. all these things develop conviction
among buyers and add awareness about the brand or product.
(Marketing Management, Rajagopal, Vikas publishinf House Ltd, 2004).

3.2 EMPERICAL PERSPECTIVE

Brand awareness
The

likelihood

that

consumers recognize

the

existence

and

availability of a company is their product or service. Creating brand

awareness is one of the key steps in promoting a product.
Investopedia

explains

Brand

awareness

is an

important

way

of promoting commodity-related products. This is because for these

products, there are very few factors that differentiate one product from
its competitors. Therefore, the product that maintains the highest brand
awareness compared to its competitors will usually get the most sales.

For example, in the automobile industry, a lot of people go behind the

Maruti only because they are aware of its peculiarities and other variety
of factors.. However, consumers are very aware of the other brands in
terms of their images and names. This higher rate of brand awareness
equates to higher sales and also serves as an economic moat that
prevents competitors from gaining more market share

Consumer Buying Behaviour

Possibly the most challenging concept in marketing deals with
understanding why buyers do what they do (or dont do). But such
knowledge is critical for marketers since having a strong understanding
of buyer behaviour will help shed light on what is important to the
customer and also suggest the important influences on customer

decision-making. Using this information, marketers can create marketing

programs that they believe will be of interest to customers.
As you might guess, factors affecting how customers make
decisions are extremely complex. Buyer behaviour is deeply rooted in
psychology with dashes of sociology thrown in just to make things more
interesting. Since every person in the world is different, it is impossible
to have simple rules that explain how buying decisions are made. But
those who have spent many years analyzing customer activity have
presented us with useful guidelines in how someone decides whether
or not to make a purchase.

Table No.4.1.Showing the Gender of the study

Sl.N Gender
o
2
Male
3
Female
Total
Chart No. 4.1

No. of
respondents
46
17
63

Of
responde
nts
73
27
100

Gender
50
45
40
35
30
25
20
15
10
5
0

Male;
Male46

Female;
Female17

INTERPRETATION:
As stated in the study, there were 63 respondents is the sample
selected for the study. Out of them, 46 (73

) were male and 17(23

were female.

Table No. 4.2 Showing the Age of the respondents

SL

Categor

No.

1
2
3
4

No. of

of

respondents

respondent

18-25
25-35
35-45
45&

8
35
13
7

s
12
56
21
11

above
Total

63

100

Chart No. 4.2

No. of respondents

Age
60
50
40

30
20
10
0
18-25

25-35

Age

INTERPRETATION:

35-45

45& above

The above chart concludes that, out of the 63 samples of the study, 8
were (12

) between the age 18-25, 35were (56

were (21

) between 35-45, and 7 (11

) between 25-35, 13

) were 45 and above.

Table No. 4.3 .Showing the Occupation

Sl.

Occupation

No
1
2
3
4

No. of
respondents

Business
Professional
Student
Employee
Total

Chart. No. 4.3

36
13
5
9
63

of

respondents
57
21
8
14
100

Occupation
60
50
40

30
20
10
0
Business

Professional

Student

Employee

Among the 63 samples taken for the study, 36 respondents (57

found as business men, 13 (21
and 9(14

) as professional, 13 (8

) were

) as student

) as employee.

Table No. 4.4. Showing, How the respondents came to know

about Indus Motors?

Sl.
No

Source

No.
Respondents

of

Respondent

Myself

s
15 .

Family

20

32 .

Advertisement

12

19 .

Friends

11

17 .

Others

11

17 .

63

100 .

Total

Chart. No. 4.4

35
30
25
20
%
15
10
5
0
Myself

Family

INTERPRETATION:

Advertisement

Friends

Others

The chart shows that, out of 63 samples, 15% of them came to know
about company by themselves.32% via family, 19% via advertisement,
17% via friends and 17% through others.

Table No.4.5 Showing the satisfaction level due to the Style of

Mauti Ritz

Sl.

Opinion

No
1
2
3
4
5

Highly satisfied
Satisfied
Cant say
Dissatisfied
Highly Dissatisfied
Total

Chart. No. 4.5

No. of

%.of

respondents

Respondent

25
22
7
9
0
63

s
40%
35%
11%
14%
00%
100%

Style of Car
30
25
20
15
10
5
0

25

22
9

INTERPRETATION:
Above chart shows that, out of 63 samples of the study 40% are of the
opinion that they are highly satisfied with the new owned Maruti Ritz.
35% of them revealed only satisfaction where 11% cant rate it. Only
14% opinioned as dissatisfaction, no one found highly dissatisfied.
Table No. 4.6. Showing the Locality of Indus Motors

Sl.
No
1
2
3
4
5

Opinion
Highly satisfied
Satisfied
Cant say
Dissatisfied
Highly
Dissatisfied
Total

No. of

%.of

respondents
41
9
2
4
7

Respondents
65%
14%
3%
7%
11%

63

100%

Chart No. 4.6

Locality of Indus
45
40
35
30
25
Highly satisfied; 41
20
15
10
5
Satisfied; 9
Highly
4 Dissatisfied; 7
Cant say; 2 Dissatisfied;
0

INTERPRETATION:
From above chart we can understand that, out of 63 samples of the
study 65% are of the opinion that they are highly satisfied with the
location of Indus Motors Calicut. 14% of them revealed only satisfaction
where 3% cant rate it. Only 7% opinioned as dissatisfaction, 11% found
highly dissatisfied

Table No. 4.7. Showing the Price of the Car.

Sl.

Opinion

No

No. of

%.of

respondents

Responden
ts

1
2
3
4
5

Very High
High
Medium
Low
Very Low
Total

7
19
35
2
0
63

11%
30%
56%
3%
0%
100%

Chart No. 4.7

.

Price of the car

40
35
30
25
20

35

15
10
5

19
7

0
Very High

High

INTERPRETATION:

Medium

Low

0
Very Low

The above chart shows that out of 63 samples of the study, 11%
responded that the price of car is very high. 30% opinioned as high,
where, about half of the samples (56%) responded as medium. 3%
pointed as low and no one replied very low.

Table No. 4.8. Showing Mileage of the Car.

Sl.
No
1
2
3
4
5

Opinion

No. of

%.of

Excellent
Good
Average
Poor
Terrible
Total

respondents
11
22
21
7
2
63

Respondents
18%
35%
33%
11%
3%
100%

Chart No. 4.8

Mileage of the Car

25
20
15
22

10
5

21

11

7
2

0
Excellent

Good

Average

Poor

Terrible

INTERPRETATION:
This chart tells us about the opinion of the samples. Out of 63, 18% of
them viewed as excellent, 35% as good, 33% as average, and 11% as
poor and as 3% terrible. This denotes that, majority of them has the
opinion that the mileage is good.

Table No. 4.9. Showing the response to the Maintenance Cost is

very Low

Sl.
No

Opinion

No. of

%.of

respondents

Respondent

1
2
3
4

Strongly agree
Agree
Cant say
Somewhat

18
21
6
12

s
29%
33%
9%
19%

disagree
Strongly Disagree
Total

6
63

10%
100%

Chart No. 4.9

Maintanace cost
25
20
15
10

18

21

5
0

12

INTERPRETATION:
This chart shows the samples responds about the maintenance cost of
the car they owned, Ritz. Amongst the 63 samples, 29% of them
strongly agreed that its very low. 33% as agree, 9% as cant say, 19%
as somewhat disagree and 10% has the opinion that, they are strongly
disagree of the maintenance cost is low.

Table No. 4.10. Showing the Publicity of Car

Sl.
No
1
2
3
4
5

Opinion
Very good
Good
Neutral
Bad
Poor
Total

Chart No. 4.10

No. of

%.of

respondents
28
23
3
3
6
63

Respondents
44%
36%
5%
5%
10%
100%

Publicity of Car
30
25
20
15
10

Poor; 6

5
0

Very
good;
Very
good28

Good;
Good23

Neutral; 3

Bad; 3

Neutral

Bad

Poor

INTERPRETATION:
This chart is about the responds of samples about publicity. Majority
(44%) has the opinion that the publicity of the car is very good. 36%
says as good, 5% as neutral. Only 5% has the opinion as bad and as
poor was marked by only 10%.

Table No. 4.11. Showing, the Car is comfortable than I expect.

Sl.

Opinion

No. of

%.of

respondents
17
23
11
8

Respondents
27%
37%
17%
13%

No
1
2
3
4

Strongly agree
Agree
Cant say
Somewhat

disagree
Strongly

6%

Disagree
Total

63

100%

Chart No. 4.11

Comfort of Car
25
20
15
Agree; 23
10
Strongly agree; 17
Cant say; 11
5
Somewhat disagree; 8
Strongly Disagree; 4
0

INTERPRETATION:
This chart contains the data about comforts of the car. 27% has strongly
agreed the assumption. 37% of them agreed, 17% replied as cant say.
13% showed as somewhat disagree and 6% disagreed strongly.

Table No. 4.12. Showing the Quality of Car.

Sl.

Opinion

No
1
Very High
2
High
3
Medium
4
Low
5
Very Low
Total

Chart No. 4.12.

No. of

%.of Respondents

responden
ts
24
27
4
8
0
63

38%
43%
6%
13%
0%
100%

Quality of Car
30
25
20
15
10

24

27

5
4

0
Very High

High

Medium

8
Low

0
Very Low

INTERPRETATION:
From above chart, we can understand that out or 63 samples, about half
(38%) of them have very high opinion about the quality of car. 43%
showed high where only 6% indicated as medium and 13% as low. There
was no opinion as very low.

Table No. 4.13. Showing the Design of the Car.

Sl.

Opinion

No
1

Excellent

No. of

%.of

respondents

Respondent

19

s
30%

2
3
4
5

Good
Average
Poor
Terrible
Total

Chart No. 4.13.

29
10
4
1
63

46%
16%
6%
2%
100%

Design of te Car
35
30
25
20
15
10

29
19

10
4

0
Excellent

Good

Average

Poor

1
Terrible

INTERPRETATION:
This chart concludes that, out of 63 samples, 30% are with opinion that
the cars design is excellent, 46% viewed as good, 16% as average. 6%
opinioned as poor and only 1% has the view of terrible.

Table No. 4.14. Showing, Indus contact me to ensure feed back.

Sl.

Opinion

No

No. of

%.of

respondent

Responden

s
35
24
0
4

ts
56%
38%
0%
6%

1
2
3
4

Strongly agree
Agree
Cant say
Somewhat

disagree
Strongly

0%

Disagree
Total

63

100%

Chart No. 4.14.

60%
50%
40%
30%

56%

20%

38%

10%
0%

0%

6%

0%

INTERPRETATION:
From above chart, we can understand that 56% of the samples have
strongly agreed for this question.38% only agreed and only 6% has the
some what disagree. No one opinioned as cant say and strongly
disagree
Table No. 4.15. Showing, would u recommend the product?

Sl. No Opinion
1
2
3
4
5

Definitely
Probably
Maybe
Probably not
Definitely not
Total

No. of

%.of

respondents
40
18
1
4
0
63

Respondents
64%
28%
2%
6%
0%
100%

Chart No. 4.15.

70%
60%
50%
40%
30%

64%

20%
28%

10%

2%

0%
Definitely

Probably

Maybe

6%
Probably not

0%
Definitely not

INTERPRETATION:
The chart tells that, when the samples were asked whether they
recommend the product or not, 64% answered that definitely do, 28%
answered probably and 6% replied probably not.2% has no assurance
and no one found as definitely not.

Table No. 4.16. Showing the rate of Service of Indus Motors.

Sl.
No

Opinion

No. of

%.of

respondents

Respondents

1
2
3
4
5

Excellent
Good
Average
Poor
Terrible
Total

33
26
4
0
0
63

53%
41%
6%
0%
0%
100%

Chart No. 4.16

Service of Indus
60%
50%
40%
30%

53%
41%

20%
10%

6%

0%
Excellent

Good

Average

0%
Poor

0%
Terrible

INTERPRETATION:
This chart shows that, out of 63 samples, 53% of them replied as
excellent about the service of the company. 41% indicated as good and
6% as average. There couldnt fine any one who has the opinion of poor
and terrible

CHI SQUARE TEST

Chi-square is a statistical test commonly used to compare observed
data with data we would expect to obtain according to a specific
hypothesis.

Hypothesis:
Null Hypothesis (H0):- Buying behaviour is independent of brand
awareness
Alternative Hypothesis Hi):- Buying behaviour is independent of brand
awareness

= (O-E/E)
Where,
2 = the test statistic that asymptotically approaches a 2
distribution.
Oi = an observed frequency;
Ei = an expected (theoretical) frequency, asserted by the null
hypothesis;
n = the number of possible outcomes of each event.

Table 4.17: Observed Frequency

Respo

High

Middle

Low

Total

nds
High

30

35

Middle 8

14

22

Low

Total

41

22

63

Table 4.18: Expected Frequency

Respon

High

Middle

Low

Total

ds
High

22.77

12.22

35(34.99

)
22(21.99

Middle

14.31

7.68

Low

3.90

2.09

)
6(5.99)

Total

41(40.98

22(21.99

63

)
)
4.19: Chi square table

Oi

Ei

OiEi

( OiEi) 2

( Oi-

30

22.77

07.22

52.16

Ei) 2 /E
02.29

14.31

-06.31

39.81

02.78

03.90

00.9

00.81

00.20

12.22

-07.22

52.12

04.26

14

07.68

06.32

39.97

05.06

02.09

00.91

00.82

00.33

00.00

00.00

00.00
14.92

otal

Since expected value are less than five in some of the sells. Researcher
has done Yates correction. Researcher has converted 3 3 table into 2
2 table.

Table 4.20: Observed Frequency

Respo

High

Middle

Total

nds
High

30

35

Middle

11

17

28

Total

41

22

63

Table 4.21: Expected Frequency

Respon

High

Middle

Total

ds
High

22.77

12.22

35(34.99

9.77

)
28(27.99

Middle

18.22

Total

)
41(40.99 22(21.99 63
)

4.22: Chi square table

Oi

Ei

Oi-Ei

Oi-Ei-.5

( Oi-

( Oi-Ei-.5)

30

22.77

7.23

06.73

Ei-.5) 2
45.92

11

18.22

7.22

-07.72

59.59

3.27

12.22

7.22

07.72

59.59

4.87

17

9.77

7.23

-06.73

45.29

4.63

Total

Expected Frequency = (Row total * Column total) / Grand total

Degree of freedom

= (r 1) * (c 1) = (3 1)*(3 1) = 4

/E
1.98

14.75

Table value = 9.488

Level of significance = 5 %
Calculated value of chi square = 14.75

Comparing calculated value (14.75) with the table values with

degree of freedom as 4 at 5% level of significance, it is found that the
calculated value is higher than table value, which means the calculated
value falls in the critical region. So the null hypothesis is rejected and
the alternative hypothesis is accepted. That means, The Buying
behaviour and Brand awareness is dependent.

5.1. SUMMARY

SUMMARY
This part Summaries the main points emerging from the study, as
brought out in the proceeding chapter of this project. As already
mentioned this study is the Influence of Brand Awareness on Buying
Behaviour with special reference to Maruti Ritz survey was conducted
at Indus Motors, Calicut.
A sample of 63 respondents have been selected from a total of 450
customers of Indus Motors , and a questionnaire prepared to collect the
information for the study was distributed to the selected respondents for
replies. Wherever needed, the questionnaire has been used as a
schedule.
In all there are five chapters in this project report. The first chapter
presents the topic of the study, its objectives, scope, limitations and
research methodology, including hypothesis. The next two chapters are
review of literature and industrial profile. The fourth chapter, by far the
largest, analysis of the data collected through the questionnaire to know
whether buying behaviour is dependent of brand awareness or not. And
the last chapter summaries the findings, suggestions and conclusion.

5.2 FINDINGS

Buying behaviour is dependent of brand awareness.

Variables like price, mileage, style, design has great influenced in customers
purchase
The brand has great position in the minds of customers which had reflected in
their consumption
Customers got awareness about the brand via friends, media and etc.
Majority of the customers are highly satisfied with the brand offered by
Maruti
Out of 63 samples, 53% are of the opinion that, service offered by the
company is excellent and 41% viewed as good (table no. 4.16)
The most one who purchased this car was business men (57%) (table no. 4.3)
40% of the samples have high satisfaction in the style of particular
brand(Ritz), (table no. 4.5)
66% of the samples are highly satisfied with the current locality of Indus
Motors, (table no. 4.6)
About the price of car, 49% has the opinion that its medium. Only 18% noted
as very high, (table no. 4.7)
18% viewed that mileage of car is excellent, 35% as good and 33% as
average, (table no. 4.8)
About the maintenance cost, 29% has strong opinion as it is low, where 33%
have a medium, (table no. 4.9)

 Majority (44%) are of the opinion that my car has very good publicity, (table
no. 4.10)
27% of the respondents have strong opinion that they got more comfortable
than they expect, 37% of them are not away from their opinion, (table no.
4.11)
Majority has responded that quality of their car is high, (table no. 4.12)
46% of the respondents have good opinion about the design of car, amongst,
30% has got the eye as they viewed as excellent, (table no. 4.13)
64% of them are very happy with company so, they replied that they definitely
recommend the product, (table no. 4.15)

5.3 SUGGESTIONS

Service quality can be increased

Cars publicity can be developed, which will add awareness
Must focus on customer feedback, which results in customer satisfaction and it lead
to recommend product.
Give sufficient offers to increase sale.

5.4 CONCLUSION

As customers, we buy a lot of things every day. We buy, not only

after having any pre assumption about the product but also having
nothing. Needs must be fulfilled. People go any where to get his dreams
come true. In such a time, all business leaders are striving hard to get
more customers and spare no effort to get them satisfied.
The era is not like past. Customers are the leaders of the business,
not the company. The customer will decide to make a product success or
not. They are the key players. So that, every companies are running
behind these customers offering them large priorities and convincing
them its peculiarities. Buidling brands, quality, image are the short cut
to it.
Today majority has a brand oriented life. If any one satisfied with a
brand, he will be continuing with the same. In such a time, every brand

had to try best to put awareness about it. Maruti has great such effects
on customers which had help to increase their sales.
Indus Motors is one of the finest dealers of Maruti in India. They have a
good scale of sales every year and they provide a good piece of services
to them. This study has impartial results on its findings so that it can be
conclude that brand awareness has a great range of influence on buying
behaviour.

BIBLIOGRAPHY

1. Philip kotler, Marketing Management, 2003,Pearson Education Inc, New Delhi

2. Kotler Philip and Amstrong Gary, Principles of Marketing, 2003 , Printice Hall of
India Private Ltd, New Delhi
3. Kothari C.R, Research Methodology, 1998, Wishwaprakashan, New Delhi
4. Kothari C.R, Quantitative Techniques, 1985,Vikas Publishing House Pvt Ltd; 3rd
edition, New Delhi
5. Arunkumar& N.Meenakshi, Marketing Management, 2007
Vikas Publishing House Pvt Ltd, New Delhi
6. Rajagopal, Marketing Management,2004,Vikas publishinf House Ltd, New Delhi

Websites

: -http/ www.marutiudyog.com
http/ www.marutisuzukiritz.com
http/www.google.com

PART-A
1. Name:2. Sex:- Male Female
3. Age:- 18-25 25-35 35-45 45&above
4. Occupation:- Business Professional Student Employee
5. How do you came to know about Indus Motors?
Myself Family Advertisement Friends Others
PART-B
6. How did you rate the following, where you decide to purchase a Car?

Factors
7.
do

Extremel Somewh

Cant

Somewhat

Extremely

Say

Unimporta

Unimporta

How

(3)

nt

nt

you

(2)

(1)

feel

at

Importan Importan
t

(5)

(4)

the

Styling
of

style

Pricing
Mileage
Maintenance
Brand Image
Performance
Publicity
Quality
Space
Comfortable
Design

Marutiz Ritz car you owned?

Highly satisfied Satisfied Cant say Dissatisfied Highly dissatisfied
8. I am convenient to the locality of Indus Motors
agree Agree Cant say Somewhat disagree Strongly disagree
9. Whats your opinion about the price of your Car?
Very high High Medium Low Very low
10.What about your cars mileage?
Excellent Good Average Poor Terrible

11.My Cars maintenance cost is comparatively very low

Strongly agree Agree Cant say Somewhat disagree Strongly

disagree

12.What do you feel about the publicity of your car?

Very good Good Neutral Bad Poor
13.My Car is very comfortable than I expect
Strongly agree Agree Cant say Somewhat disagree Strongly
disagree
14.My Cars quality is
Very high High Average Low Very Low
15.The design of my Car is
Excellent Good Average Poor Terrible
16.The company contact me to ensure the feedback from customers
Strongly agree Agree Cant say Somewhat disagree Strongly disagree

17.Would you recommend the product to others?

Definitely Probably Maybe Probably not Definitely not
18.Overall, how would you rate the service of INDUS MOTORS CALICUT?
Excellent Good Average Poor Terrible
19.Do you have any suggestion to improve the service quality of Indus Motors Ltd?

THANKIG YOU