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2 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 form 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 behavior 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.
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.
1.3 OBJECTIVES
The study has been conducted with the following objectives in mind:
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.
1.7. LIMITATIONS OF THE STUDY
Hindustan Motors
AUDI AG
BMW
CHEVROLET
FORCE MOTORS
ROLLS-ROYCE MOTOR
San Motors
TATA MOTORS
Daewoo Motors
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 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.
Service Offered
Sales of automobiles
Maruti Insurance
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 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 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.
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
2.2 COMPANY PROFILE
About C.A.R.S India pvt ltd,
Cars India Crescent Auto Repairs & Services
India Pvt Ltd is Chennais premier dealer of Maruti Suzuki India Ltd. (MSIL)
since 1995. This pinnacle position was achieved by sheer dint of hardwork and
dedication for almost two decades. From the modest beginning, the dealership has
grown to a mammoth scale of 3 Showrooms, 5 Workshops, 4 Body shops and 4
Maruti Driving Schools .We are an ISO 9001 certified company providing Sales
and after sales Service with state of art equipment and well trained manpower.
Customer delights through efficient and timely service is our motto. With
burgeoning sales of around 4000 cars per annum, the company services 60,000
cars in a year with immaculate customer satisfaction levels. Our company is the
pioneer in the Corporate Social Responsibility (CSR) initiatives as evident from
our hi-tech Maruti Driving Schools (MDS) spread across the city, which go a long
way in ensuring safety on our roads both for the driver and the general public.
SALES OUTLETS
C.A.R.S india pvt.ltd has spread throughout the chennai. It has the
following branches accross chennai and they are given below
1.Teynampet
2.Valasaravakkam
3.Adyar
4.Ambattur
SALES AND SERVICES
C.A.R.S INDIA 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 .
The main aim of C.A.R.S india pvt ltd is to increase sales and all the other
departments try their maximum to increase sales.
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.
SECONDARY OBJECTIVES
Consumer satisfaction
Creating job opportunity
Introducing new technologies in the market
Increase market values of shares
Creating goodwill
ORGANISATIONAL CHART
C.A.R.S india 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.
3. LITERATURE REVIEW
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
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 purchas
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.
Descriptive Research
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
Z2 P Q N
n= ( e2 ) ( N 1 ) +Z 2 P Q
Where
n = minimum sample size required
N =Sample frame
P% = 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
E = Error value
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
E = expected frequencies,
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.
5. Obtain (O E) 2 / E
Hypothesis
In this study
ORGNISATONAL CHART
Managing
director
General Manager
workers
receptionist
AGM. Sales
Deputy sales
manager
Regional
Managers
Field executives
Maruti Suzuki Alto k10 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 Alto k10 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 Alto k10 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 Alto k10 is expected to match with the performance of cars like Swift and
A-star.
Variants
Maruti Alto k10 is available in six variants including 3 variants in petrol type and 3
variants in diesel versions.
Brakes
Front Ventilated disc
Rear Drum
Suspension
front McPherson strut & coil spring
Rear Torsion beam & coil spring
Engine
Fuel options Petrol Diesel
No. of cylinders 4 4
Engine cc 1197 1248
Max power 85 ps@ 6000 rpm 75 ps@ 4000 rpm
Max torque 113 Nm @ 4500 rpm 190 Nm@ 2000 rpm
Weights
Kerb weight (kgs) Lxi-1005 Ldi-1100
Vxi-1015 Vdi-1110
Zxi-1030
GVW(kgs) 1430 1520
Seating 5
Fuel tank capacity(ltrs) 43
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 5
Ground clearance 165 mm
Max power (PS / rpm) 68 PS @ 6200 rpm
Max. Torque (Nm / rpm) 90 Nm @ 3500 rpm
Engine K10B
Engine Capacity 998 cc
Engine Type 3 cyl
Transmission 5 MT
Drive 2WD
Clutch Type Dry, single disc, diaphragm type
Kerb Weight (kg) 845 (LX, LXi), 865 (VXi)
GVW (kg) 1275
Tyre Size (Tubeless) 145 / 70 R13 (LX, LXi), 155/65 R13 (VXi)
Fuel Tank Capacity (l) 35
Front Brake 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)
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.
Age
No. of respondents
60
50
40 %
30
20
10
0
18-25 25-35 35-45 45& above
Age
INTERPRETATION:
The above chart concludes that, out of the 63 samples of the study, 8 were (12 )
between the age 18-25, 35were (56 ) between 25-35, 13 were (21 ) between
35-45, and 7 (11 ) were 45 and above.
Occupation
60
50
40 %
30
20
10
0
Business Professional Student Employee
Among the 63 samples taken for the study, 36 respondents (57 ) were found as
business men, 13 (21 ) as professional, 13 (8 ) as student and 9(14 ) as
employee.
Table No. 4.4. Showing, How the respondents came to know about C.A.R.S
India?
Respondents
1 Myself 9 15 .
2 Family 20 32 .
3 Advertisement 12 19 .
4 Friends 11 17 .
5 Others 11 17 .
Total 63 100 .
35
30
25
20
%
15
10
0
Myself Family Advertisement Friends Others
INTERPRETATION:
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 Alto k10
Sl. Opinion No. of respondents %.of Respondents
No
1 Highly satisfied 25 40%
2 Satisfied 22 35%
3 Cant say 7 11%
4 Dissatisfied 9 14%
5 Highly Dissatisfied 0 00%
Total 63 100%
Style of Car
30
25
20
15 25
10 22
5 7 9
0 0
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 Alto k10. 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 C.A.R.S India
Sl. No Opinion No. of respondents %.of Respondents
1 Highly satisfied 41 65%
2 Satisfied 9 14%
3 Cant say 2 3%
4 Dissatisfied 4 7%
5 Highly Dissatisfied 7 11%
Total 63 100%
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 C.A.R.S India Chennai.
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.
INTERPRETATION:
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.
20
15
22 21
10
5 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
Maintanace cost
25
20
15
10 21
18
5 12
6 6
0
INTERPRETATION:
This chart shows the samples responds about the maintenance cost of the car they
owned, Alto k10. 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
Publicity of Car
30
25
20
15
10
Poor; 6
5 Neutral; 3 Bad; 3
0
Very good;
Very good28 Good;
Good23 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%.
Comfort of Car
25
20
15
Agree; 23
10
Strongly agree; 17
5 Cant say; 11
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.
Quality of Car
30
25
20
15
27
24
10
5 8
4
0 0
Very High High Medium Low 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.
30
25
20
15 29
10 19
5 10
4
0 1
Excellent Good Average Poor 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.
60%
50%
40%
30% 56%
20% 38%
10%
6%
0% 0% 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
70%
60%
50%
40%
64%
30%
20%
28%
10%
6%
0% 2% 0%
Definitely Probably Maybe Probably not 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.
Service of Indus
60%
50%
40%
30%
53%
20% 41%
10%
6%
0% 0% 0%
Excellent Good Average Poor 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
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,
High 30 5 0 35
Middle 8 14 0 22
Low 3 3 0 6
Total 41 22 O 63
0 0 0 0 00.00
0 0 0 0 00.00
0 0 0 0 00.00
Total 14.92
Since expected value are less than five in some of the sells. Researcher has done
High 30 5 35
Middle 11 17 28
Total 41 22 63
Total 14.75
Expected Frequency = (Row total * Column total) / Grand total
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.
5.2 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(Alto k10), (table no. 4.5)
66% of the samples are highly satisfied with the current locality of
C.A.R.S India, (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
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.
C.A.R.S India 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
Dear Sir/Madam
MOHAMED
SHAJITH
PART-A
1. Name:-
6. How did you rate the following, where you decide to purchase a Car?
Pricing
Mileage
Maintenance
Brand Image
Performance
Publicity
Quality
Space
Comfortable
Design
7. How do you feel the style of Marutiz Alto k10 car you owned?
dissatisfied
disagree
Definitely not