CHAPTER I

INTRODUCTION

Customer normally implements preferences when they go for comparing different

alternatives and choices. Preference based on scientific evaluation is always a reasonable one.
Real-life marketing primarily revolves around the application of a great deal of common-sense
dealing with a limited number of factors, in an environment of flawed information and limited
resources complicated by vagueness. Use of traditional marketing techniques, in these
circumstances, is inevitably partial and unequal. Now a day the role of marketing has becoming
an essential part for any product. Marketing plays the pivotal role after establishing target
specifications, concept generation, and concept selection through concept screening matrix and
concept scoring matrix, and finally testing of concept selection. Marketing has been
comprehensively classified into two categories such as product selling and concept selling. The
marketing of any product might be reached only because of concept selling. The role of the
concept selling is to sell the concept to the customers after getting their feedbacks through face to
face interactions, Electronic mails, panel discussions, interaction with extreme users, end users,
lead users, written survey and word of mouth advertising. Above described methods might be
congruous and helpful for concept generation too. It will help the marketers to market the
product more gullible, notable and plausible.

Customer Preference

Customer preference is a marketing term a customer likes one thing over another. For instance, a trend
may indicate customer prefer using debit cards over credit cards to pay for goods. Companies on
surveys, information and data in order to customize product and services based upon customer
preference.

Customer are the concepts of market was let by buyers beware or when the market was mainly the
seller’s market. Now the whole concept of customer sovertginity prevails. The manufactures produce
and seller sell whatever the customer likes. In this sense, ‘customer is supreme in the market’. As
customers, we play a very vital role in the health of economy local, national or internationa

Page 1 of 49
 Customer preference is the general term applied to all facets of marketing products and
services. This is not to be confused with the more specific term brand preference, which related
consumers preferring one brand over competing brands. If one brand is unavailable, consumers will
likely choose other brands to fill the gap.

Customer service is not just about reacting to what the customer wants. Anticipating a
customer need is important as reacting. Knowing and understanding your customer preference
before they buy allows you to create and even stronger experience. While knowing a customer
preference may help sales, you must also look at this as a customer service opportunity by
adapting to these likes, dislikes and any special request a customer might’s

A preference is a technical term psychology, economics and philosophy usually used in

reaction to choosing between alternatives. Someone has a preference for a over if they choose
decision making process to customer.

PSYCHOLOGY:
In psychology, preference could be conceived of as an individual’s attitude towards a
set of object, typically reflected in an explicit decision making process ( Lichtenstein & Slovic,
2006). Alternatively one could interpret the term “Preference” to mean evaluate judgment in the
sense of liking or disliking an object which is the most typical definition employed in psychology.
However it does not mean that a preference can be notably modified by decision making processes,
such as choices even unconsciously.

ECONOMICS:

In economics and other social sciences, preference refers to the set of assumptions related
to ordering some alternatives, based on the degree of happiness, satisfaction, gratification,
enjoyment, or utility they provide, a process which results in an optimal ”choices”. Although
economics are usually not interested in choices or preference in themselves, they are interested in
the theory of choice because it serves as a background for empirical demand analysis.

“Preference” may also refer to non – choices, such as genetic and biological explanation
for one’s preference,
DEFINITION:
“Customer preference” is a marketing term meaning a customer likes one thing over
another. Customer typically describe what they want in terms of products benefits, functions,
Characteristics, preference, criteria and even manufacturing procedures.

FACTORS AFFECTING THE CUSTOMER PREFERENCE:

There are following the various factors to affected by the customer preference to given below.

1. Price

2. Brand

3. Advertisement/ promotional activities

4. Need and wants

5. Quality of the product

6. Quantity of the product

7. Customer income

8. Brand switching

These are the factors to influence by the customer to choose the particular brand buy the market.
Consumer preference and consumer behavior are similar, attributed in broad prospective.
Consumer behavior or buyers attitude is a process by which an individual decides what, when, how,
whether or from who to purchase goods and the service. The consumer decisions are not hollow but
influenced by cultural, social, personal and psychological factors sustainability influence the purchases of
the buyer. Most of the factors are “Not controllable” by the marketers which are also to be taken into
account.
OBJECTIVES

 To understand the organization structure and its functions.

 To study the customer preference on the features of a Maruti Suzuki Ertiga.

 To study the customer preference on the safety of a Maruti Suzuki Ertiga.

 To study the customer preference on the services facility of a Maruti Suzuki Ertiga.

SCOPE OF THE STUDY

This study will provide and over all view of customer perception about consumer
automobiles and market study marutisuzki ertiga product.
 This study can be customer over all preference and the marutisuzki ertiga.

LIMITATION
Some cases the data collect from owners also because busy of the drivers.
Review Literature

Brian Thomas (2002) has mentioned that brand awareness plays an important role in
customer preferences.
Mohanty and Bhasker (2005) have proposed a different methodology to the customers
based on the decision support tool for the internet shopping. This tool generally
comprises of multiple number of attributes of the products which are generally
conflicting, ambiguous and non commensurable in nature. They have mentioned in the
following example, the data such as mileage, comfort, maintenance cost, re sale value
and cost seems to be imprecise in nature. Here fuzzy logic has been used to solve the
complex issue.
ArjunChowdhri (2006) has remarked that brand commitment is an important
determinant in buying behavior for consumers.
David B. Eastwood et al(1987) have examined the consumer behavior based on the
purchase regularity, satisfaction, origin and willingness to pay for selected local versus
non-Tennessee grown fresh produce.
Ali Nasr Esfahair(2012) has analyzed the psychological factors on consumer’s buying
behavior.
 Soren W. Scholzet al(2010) have stimulated and expanded on the substantial discussion
on the preference measurement for complex attributes products which are imprecise in
nature and vague to predict which is suitable and where to use which is based on paired
comparison-based preference measurement. To perceive and predict the decision,
preference measurement approaches are needed that accommodate large number of
attributes without overburdening the respondents. This study provides empirical support
for the predictive validity and managerial usefulness of PCPM in understanding
preferences for complex products.
Rachel Dardis and HoracioSoberon-Ferrer(1994) have investigated the rapport between
automobile attributes and household characteristics to consumer preferences for cars. The analysis was
confined to households that purchased new cars in 1986 and employed two- stage probit analysis
Results indicated that the coefficients of five automobile quality attributes were
statistically significant while the coefficients of most household characteristics were not
significant. Households were interested in more fuel efficient and heavier cars as well as
cars with lower depreciation rates and a lower frequency of repair are more likely to buy
Japanese than non-Japanese cars.
Gary A. Knight (1984) has compared the consumer preferences for goods made abroad
and made in the home country by both home country and foreign firms. Indeed he has
suggested that the country of manufacture and product quality strongly influence
consumer decision making in globally available product categories.
Timothy J. Ross(2010) has given the concepts of fuzzification and defuzzification to
identify the key issues in the perfect way by giving the due weightage to the parameters.
VenkatoRao R (2007) has demonstrated the details of graph theory and the matrix
approach as decision making method in the manufacturing environment. The linguistic
terms with their corresponding crisp scores were given. Instead of assigning arbitrary
values for various attributes, this fuzzy method reflects the exact linguistic descriptions in
terms of crisp scores. Hence, it gave better approximation of linguistic descriptions that
were widely used.
Zeenat Ismail et al(2012) have compared a preferred solution between global brand and
local brand. It was designed to find out the buying behavior patterns. It was suggested
that consumer might evaluates products based on information uses which were extrinsic
and intrinsic. The results revealed that most important factors that influence a consumer’s
final decision are the price and quality of the product.
 CHAPTER 2

INDUSTRY PROFILE

Sales and service network

Maruti Suzuki has 1,820 sales outlets across 1,471 cities in India. The company aims to double its
sales network to 4,000 outlets by 2020. It has 3,145 service stations across 1,506 cities throughout
India. Maruti's dealership network is larger than that of enough known companies combined. Service
is a major revenue generator of the company. Most of the service stations are managed on franchise
basis, where Maruti Suzuki trains the local staff. Also, The Express Service stations exist, sending
across their repair man to the vehicle if it is away from a normal service center.
NEXA
In 2015 Maruti Suzuki launched NEXA, a new dealership format for its premium cars.Maruti
currently sells the Baleno, Baleno RS, S-Cross, Ciaz and Ignis through NEXA outlets. S-Cross was
the first car to be sold through NEXA outlets. Several new models will be added to both channels as
part of the Company's medium term goal of 2 million annual sales by 2020.
Maruti Insurance
Launched in 2002 Maruti Suzuki 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 Insurance Brokers Pvt. Limited.
This service started as a benefit or value addition to customers and was able to ramp up easily. By
December 2005 they were able to sell more than two million insurance policies since its inception.

Maruti Finance
To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January 2002. Prior to
the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti and Maruti
Countrywide with Citi Group and GE Countrywide respectively to assist its client in securing loan.
Maruti Suzuki tied up with ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak Mahindra,
Standard Chartered Bank, and Sundaram to start this venture including its strategic partners in car
finance. Again the company entered into a strategic partnership with SBI in March 2003. Since March
2003, Maruti has sold over 12,000 vehicles through SBI-Maruti Finance. SBI-Maruti Finance is
currently available in 166 cities across India.
 Citicorp Maruti Finance Limited is a joint venture between Citicorp Finance India and
MarutiUdyog Limited its primary business stated by the company is "hire-purchase financing of
Maruti Suzuki vehicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank
Overseas Investment Corporation, Delaware, which in turn is a 100% wholly owned subsidiary
of Citibank N.A. Citi Finance India Limited holds 74% of the stake and Maruti Suzuki holds the
remaining 26%. GE Capital, HDFC and Maruti Suzuki came together in 1995 to form Maruti
Countrywide. Maruti claims that its finance program offers most competitive interest rates to its
customers, which are lower by 0.25% to 0.5% from the market rates.

MarutiTrueValue

Maruti True service offered by Maruti Suzuki to its customers. It is a market place for used
Maruti Suzuki Vehicles. One can buy, sell or exchange used Maruti or non-Maruti vehicles with the
help of this service in India. As of 10 August 2017 there are 1,190 outlets across 936 cities.

Under the name Maruti

"Surya Ram Maruti Technical Services Private Ltd" (MTSPL), a private company, was
launched in 1970, to provide technical know-how for the design, manufacture and assembly of "a
wholly indigenous motor car". Under the Companies Act, Maruti Limited was incorporated in
June 1971. Maruti Limited went into liquidation in 1977. Further, MarutiUdyog Ltd was
incorporated through the efforts of Dr. V. Krishnamurth.

Affiliation with Suzuki

In 1982, a license and joint venture agreement (JVA) was signed between MarutiUdyog
Ltd, and Suzukiof Japan. At first, Maruti Suzuki was mainly an importer of cars. In India's
closed market, Maruti received the right to import 40,000 fully built-up Suzuki in the first two
years, and even after that the early goal was to use only 33% indigenous parts. This upset the
local manufacturers considerably. There were also some concerns that the Indian market was too
small to absorb the comparatively large production planned by Maruti Suzuki, with the
government even considering adjusting the petrol tax and lowering the excise duty in order to
 boost sales. Local production commenced in December 1983. In 1984, the MarutiVanwith the
same three-cylinder engine as the 800 was released and the installed capacity of the plant
in Gurgaon reached 40,000 units.
In 1985, the Suzuki SJ410-based Gypsya 970 cc 4WD off-road vehicle, was launched. In 1986, the
original 800 was replaced by an all-new model of the 796 cc hatchback Suzuki Alto and the
100,000th vehicle was produced by the company.In 1987, the company started exporting to the West,
when a lot of 500 cars were sent to Hungary. By 1988, the capacity of the Gurgaon plant was
increased to 100,000 units per annum.

Market liberalisation

In 1989, the Maruti 1000 was introduced and the 970 cc, three-box was India's first
contemporary sedan.By 1991, 65 per cent of the components, for all vehicles produced, were
indigenized. After liberalization of the Indian economy in 1991, Suzuki increased its stake in
Maruti to 50 per cent, making the company a 50-50 Joint Venture with the Government of India
the other stake holder.

In 1993, the Zen, a 993 cc, hatchback was launched and in 1994 the 1298 cc Esteem was
introduced. Maruti produced its 1 millionth vehicle since the commencement of production in
1994. Maruti's second plant was opened with annual capacity reaching 200,000 units. Maruti
launched a 24-hour emergency on-road vehicle service. In 1998, the new Maruti 800 was
released, the first change in design since 1986. Zen D, a 1527 cc diesel hatchback, and Maruti's first
diesel vehicle, and a redesigned Omni were introduced. In 1999, the 1.6 litre Maruti Baleno three-box
saloon and Wagon R were also launched.
In 2000, Maruti became the first car company in India to launch a Call Center for internal
and customer services. The new Alto model was released. In 2001, Maruti True Value, selling and
buying used cars was launched. In October of the same year the Maruti Versa was launched. In 2002,
Esteem Diesel was introduced. Two new subsidiaries were also started: Maruti Insurance Distributor
Services and Maruti Insurance Brokers Limited. Suzuki Motor Corporation increased its stake in
Maruti to 54.2 per cent
 In 2003, the new Suzuki Grand Vitara XL-7 was introduced while the Zen and the Wagon
R were upgraded and redesigned. The four millionth Maruti vehicle was built and they entered
into a partnership with the State Bank of India MarutiUdyog Ltd was Listed on BSE and NSE
after a public issue, which was oversubscribed tenfold. In 2004, the Alto became India's
bestselling car overtaking the Maruti 800 after nearly two decades. The five-seater Versa5-seater,
a neIn 2000, Maruti became the first car company in India to launch a Call Center for internal
and customer services. The new Alto model was released. In 2001, Maruti True Value, selling
and buying used cars was launched. In October of the same year the Maruti Versa was launched.
In 2002, Esteem Diesel was introduced. Two new subsidiaries were also started: Maruti
Insurance Distributor Services and Maruti Insurance Brokers Limited. Suzuki Motor Corporation
increased its stake in Maruti to 54.2 per centw variant, was created while the Esteem was re-
launched. Maruti Udyog closed the financial year 2003-04 with an annual sale of 472,122 units,
the highest ever since the company began operations and the fiftieth lakh (5 millionths) car rolled
out in April 2005. The 1.3 litre Suzuki Swift five-door hatchback was introduced in 2005.

In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki Automobiles
India", to build two new manufacturing plants, one for vehicles and one for engines. Cleaner cars
were also introduced, with several new models meeting the new "Bharat Stage "Standards. In
February 2012, Maruti Suzuki sold its ten millionth vehicle in India. In July 2014 it had a market
share of more 45%.

Maruti Suzuki is now looking to shift its current manufacturing facility located in the
downtown Gurga on as apparently it is short of space and logistics. It is hunting for a huge 700
acres of plot of land.

On 25 April 2019, Maruti Suzuki announced that it would phase out production of diesel
car by 1 April 2020, when the Bharat Stage VI emission comes into effect. The new standards
would require a significant investment from the company to upgrade its existing diesel engines to
comply with the more stringent emission standards. Chairman R.C. Bhargava stated, "We have
taken this decision so that in 2022 we are able to meet the Corporate Average Fuel Efficiency
norms and higher share of CNG vehicles will help us comply with the norms. I hope the union
government's policies will help grow the market for CNG vehicles." Diesel cars accounted for
about 23% of Maruti Suzuki's annual sales
 COMPANY PROFILE

Maruti Suzuki India Limited, formerly known as MarutiUdyog Limited, is an automobile

manufacturer in India. It is a 56.21% owned subsidiary of the Japanese car and motorcycle
manufacturer Suzuki Motor Corporation. As of July 2018, it had a market share of 53% of the
Indian passenger car market.

Maruti Suzuki manufactures and sells popular cars such as the Ciaz, Ertiga, Wagon R, Alto
K10 and Alto 800, Swift, Celerio, Swift Dzire, Baleno and Baleno RS, Omni, Baleno, Eeco,
Ignis, S-Cross and VitaraBrezza. The company is headquartered at New Delhi. In May 2015, the
company produced its fifteen millionth vehicles in India, a Swift Dzire.

Company Name : Maruti Suzuki India Limited

Year of Start 1981

Headquarters : New Delhi, India

Key people : R. C. Bhargava (Chairman)

Kenichi Ayukawa (Managing Director & CEO)

Number of Employees 40000

Specifications Summary of Ertiga

Mileage (ARAI) kmpl Gear box – 18 Kmpl to 25 Kmpl
Fuel type 6 speed
– petrol/ Diesel
Transmission
– manual / automatic
Length Width Height – 4395*1735*1690

Model Launched Category

Omni 1984–present Minivan

WagonR 1999–present Hatchback

Swift 2005–present Hatchback

Dzire 2008–present Sedan

Eeco 2009–present Minivan

Alto 800 2014-present Hatchback

Alto K10 2010–present Hatchback

Ertiga 2012–present Mini MPV

Alto 800 2012–present Hatchback

Celerio 2014–present Hatchback

Ciaz 2014–present Sedan

Baleno 2015–present Hatchback

S-Cross 2015–present Mini SUV

VitaraBrezza 2016–present Mini SUV

Ignis 2017–2019 Hatchback

 Organization structure:

ceo

General
General Manager Training & Development General Manager
General Manager
nager Sp
maares Finance & Accounts
& Accessories Marketing & Sales

Training &
Accessory Development Manager President Sales Corporate Showroom
Finance Manager
Manager Manager Manager Manager

Trainer Quality Care Test Drive

Car Stylist Delivery Incharge Finance Executive
Manager Coordinator

Accessory Showroom
Driver Service Advisor Cashier
Executive Hostess
.

CHAPTER III

Research Methodology

Introduction

Research methodology is a systematic way to solve the research problem. It is necessary

for the research to know not only the research methods and techniques but also the methodology.
Research design:

Descriptive research is used in this study.

Methods of survey:

Sampling survey

Types of Sampling:

Non probability sampling

Sampling technique:

Convenience sampling

Number of respondents:
Customer -86
Questionnaire
Sources of data:

 Primary data

 Secondary data
 Primary data:

Primary data was collected through questionarie.

Secondary data:

Secondary data was collected through company details, Book, Internet, etc.

Methods of Data collection:

Questionnaire (50 Respondents)

Interview schedule (36 Respondents)
Period of study:

23th May 2019 to 28th June 2019

Area of study:

Coimbatore.

Tools for Analysis

 Percentage Analysis

 Weighted Average

PERCENTAGE ANALYSIS

Number of respondents
Percentage of analysis = X 100
Total respondents

WEIGHTED AVERAGE
Weighted average = ∑WX/∑W
CHAPTER IV

DATA ANALYSIS AND INTERPRETATIONS

Gender wise classification of the respondents

The following data collect from the researcher to gender wise classification of the respondents

Table 4.1

Gender wise classification of the respondents

Sl. No Gender Number of Percentage

respondents
1 Male 56 65

2 Female 30 35

Total 86

Inference
 From the above table shows that 65 % of the respondents are male and 35% of the
respondents are female.
 Age wise classification of the respondents

The following data collect from the researcher to Age wise classification of the respondents

Table 4.2

Age wise classification of the respondents

Sl. No. Particular Respondents Percentage

1 18-24year 15 17
2 25-34year 18 21
3 35-44 year 20 23
4 45-54 year 17 20
5 55 year above 16 19
Total 86

Inference

From the above table it shows that 23% of respondents are under the age group of people
35-44 years, 21% of the respondents are under the age group of 25-34 years.
Marital Status wise classification of the respondents

The following data collect from the researcher to marital wise classification of the respondents

Table 4.3

Marital Status wise classification of the respondents

Sl.No Particular No. of Percentage %

Respondent
1 Unmarried 34 40
2 Married 52 60
Total 86

Inference

From the above table 60% of the respondents are married,40%ofthe respondents are
unmarried.
 Occupation wise classification of the respondents

The following data collect from the researcher to occupation wise classification of the
respondents

Table 4.4

Occupation wise classification of the respondents

Sl. No. Particular Respondents Percentage

1 Student 00 00
2 Government employee 34 40
3 Private sector 22 26
4 Business 16 18
5 Others 14 16
Total 86

Inference

From the table it clears shows that 40% of respondents of the government employee in
Occupation, 26% of respondents are private sector, 18% of respondents are business, 16% of
respondents are others.
Family income wise classification of respondents

The following data collect from the researcher to income wise classification of the respondents

Table 4.5

Family income wise classification of respondents

Sl. No. Particular Respondents Percentage

1 Below 5 lakhs 15 17
2 5-10 lakhs 29 34
3 10-15 lakhs 42 49
4 15 lakhs and above 0 0
Total 86

Inference

From the table it clears shows that 49% of respondents of under the income level of 10-15lakhs.
Quality best wise classification of respondents

The following data collect from the researcher to best quality wise classification of the
respondents

Table 4.6

Quality best wise classification of respondents

Sl. No. Particular Respondents Percentage

1 Quality 12 14
2 Style design 36 42
3 Price 30 35
4 Service 08 09
Total 86

Inference

From the table it clears that 42% of respondents are under the style design was
their preference.
Comfortable of classification while driving

The following data collect from the researcher to comfortable driving wise classification of the
respondents

Table 4.7

Comfortable of classification while driving

Sl. No. Particular No. of Percentage %

Respondent
1 Manual driving 52 60
2 Automatic driving 34 40
Total 86

Inference

The above table shows that 60% of respondents prefer manual driving, 40%of
respondents are automatic driving.
Service after the sales of the respondents

The following data collect from the researcher to sales service wise classification of the
respondents

Table 4.8

Service after the sales of the respondents

Sl. No. Particular Respondents Percentage

1 Good 62 72
2 Average 20 23
3 Bad 04 5
Total 86

Inference

From the table it clear us shows that 72% of respondents says good, 23% of respondents
are average, 5% of respondent are bad.
 Car Delivery classification at the time of the respondents

The following data collect from the researcher to delivery wise classification of the respondents

Table 4.9

Delivery wise classification at the time of the respondents

Sl. No. Particular No. of. Values WX

Respondents
1 Excellent 06 5 30
2 Very good 32 4 128
3 Good 18 3 54
4 Average 28 2 56
5 Poor 02 1 02
Total 86 270

Weight Average = ∑WX/∑W

W=270/86

=3.13

Inference

The weighted average value shows 3.13 that the respondents feel that the delivery at the
time is good.
Expectation of customer classification of respondents

The following data collect from the researcher to expect wise classification of the respondents

Table 4.10

Expect wise classification of respondents

Sl. No. Particular Respondents Percentage

1 Increase mileage 23 27
2 Add new facility 13 15
3 Reduce price 42 49
4 Changes in design 08 09
Total 86

Inference

From the table it clears that 49% of respondents of under the reduce the price level, 27%
of the respondents expects Increase in mileage and 15% of the respondents expects new
facility.
 Good safety equipment in the car

The following data collect from the researcher to safety wise classification of the respondents

Table 4.11

Good safety equipment in the car

Sl. No. Particular Respondents Percentage

1 Air bags 54 63
2 ABS system 12 14
3 Speed alert control 06 6
4 Fog lamps front 14 17
Total 86

Inference

From the table it clears shows that 63% of respondents of under the air bags specialty,
17% of the respondents of under the fog lamps front, 14% of the respondents are under
the abs system.
 Opinion about service

The following data collect from the researcher to opinion service wise classification of the
respondents

Table 4.12

Opinion about service of respondent

Sl. No. Particular No. of. Values WX

Respondents
1 Excellent 18 5 90
2 Very good 32 4 128
3 Good 23 3 69
4 Average 13 2 26
5 Poor 00 1 00
Total 86 313

Weight Average = ∑WX/∑W

W=313/86
 =3.63

Inference

The weighted average value shows 3.63 that the respondent’s opinion about service is
very good.
Knowledge about the car

The following data collect from the researcher to knowledge about classification of the
respondents

Table 4.13

Knowledge about the car of respondents

Sl. No. Particular Respondents Percentage

1 Magazines 10 12
2 Family members and friends 30 35
3 Advertisement 34 40
4 Dealer approach 12 13
Total 86
Inference

From the table it clears that 40% of respondents of attracting Advertisement, 35% of the
respondents known by family members and friends, 13% of the respondents known by Dealer
approach and 12% of the respondents known by Magazines.
 Customer view about the cost of the car

The following data collect from the researcher to feel comfortable wise classification of the
respondents

Table 4.14

Customer view about the cost of the car

Sl. No. Particular No. of. Values WX

Respondents
1 Very high 48 5 240
2 High 20 4 80
3 Moderate 06 3 18
4 Low 08 2 16
5 Very low 04 1 04
Total 86 358

Weight Average = ∑WX/∑W

 W=358/86

=4.16

Inference

The weighted average value shows 4.16 that the respondent’s feel about cost is very high.
Customer preference on color

The following data collect from the researcher to preference on color classification of the
respondents

Table 4.15 Customer

preference on color
Sl. No. Particular Respondents Percentage

1 Auburn red 28 33
2 Oxford blue 08 09
3 Silky silver 32 37
4 Arctic white 14 16
5 Magma grey 04 5
Total 86

Inference

From the table it clears that 37% of respondents of prefer for silky silver color, 33% of
the respondents prefer Auburn red, 16% of the respondents prefer Arctic white, 9% of the
respondents prefer Oxford blue and 5% of the respondents prefer Magma grey.
CHAPTER V

FINDINGS

Profile analysis

 65% of the respondents are in the gender group of male.

 23% of the respondent under the age group of people 35-44 years.

 60% of the respondent under the marital status.

 40% of the respondent under the occupation.

 49% of the respondent earned income up to 10-15 lakhs.

Percentage analysis

 42% of the respondent are prefer style design.

 60% of the respondent are comfortable while manual driving.

 72% of the respondent are service after the sales in good.

 49% of the respondent are expectation of customer with reduce price.

 63% of the respondent are safety equipment with airbags.

 40% of the respondent are knowledge about the car with advertisement.

 37% of the respondent are customer preference on color in silky silver.

Weighted average
 Weighted average value 3.13 show that the respondents good about the delivery at the
time.
 Weighted average value 3.63 show that the respondents very good about the opinion
about service.
 Weighted average value 4.16 show that the respondents very high about the feel about
cost.
CONCLUSION

The company has to introduce the new technology of MarutiSuzki Ertiga .The customer
wills not preference the financing institution available in the show room. Customer wants to
change the design of Maruti Suzki Ertiga. Show room does not sufficient test drive facility.
SUGGESTION

 The Services categories of employees are not responses with the customer. So, clear
response to the customer.
 Because if clear response to the customer is not go to the other service center.

 The Jaikrishnaa cars inside of the financial institutions interest rate minimize
preference of the loan of the customer purchasing the Maruti Suzuki Ertiga.
 Maruti Suzuki Ertiga models should be added with dual tone colors.
BIBLOGRAPHY

Marketing Management south Asian perspective by Philip kotler, Kevin lane Keller, Abraham

Koshy&Mithileshwarjha, 13th edition, published by Pearson Education, Inc.

Web sites
https://www.marutisuzuki.com
http://www.jaikrishnaa.com
ANNEXURE

A STUDY ON CUSTOMER PREFERENCE TOWARDS MARUTI SUZUKI ERTIGA IN

JAIKRISHNAA AUTOSALES PRIVATE LIMITED, COIMBATORE.

1) Name: _

2) Gender

a) Male b) Female

3) Which age group do you belong to ?

a) 18-24 b) 25-34 c) 35-44 d) 45-54 e) 55 and above

4) Marital status:

a) Married b) Unmarried

5) Occupation:

a) Student b) Government employee c) Private sector d) Business e) Others

6) Family income:

a) BelowRs. 5 lakhs b)Rs. 5-10 lakhs c) Rs.10-15 lakhs d)Rs.15lakhs

and above
7) What is the Reason for your features to buy Maruti Suzuki Ertiga?

8) What do you consider as the best in Maruti Suzuki Ertiga cars ?

a) Quality b) Style design c) Price d) Service

9) Which do you feel more comfortable while driving?

a) Manual driving b) Automatic driving

10)How is the after sales service of Maruti Suzuki Ertiga cars?

a) Good b) Average c) Bad

11) How was the time of delivery in the Maruti Suzuki Ertiga car in show room?

a) Excellent b) Very good c) Good d) Average e) Poor

12) What kind of changes do you expect in the Maruti Suzuki Ertiga car?

a) Increase mileage b) Add new facility c) Reduce price

d) Changes in design

13) What do you consider as the most important safety equipment of Maruti Suzuki Ertiga
car?
a) Air bags b) ABS system c) Speed alert control d) Fog lamps front

14) What is your opinion about service of Maruti Suzuki Ertiga?

b) Excellent b) Very good c) Good d) Average e) Poor

15) How did you come to know about this Maruti Suzuki Ertiga cars?

a) Magazines b) Family members and friends

c) Advertisement d) Dealer approach

16) What do you feel about the cost of Maruti Suzuki Ertiga?

a) Very high b) High c) Moderate d) Low e) Very low

17) Which color do you prefer the most?

a) Auburn red b) Oxford blue c) Silky silver d) Arctic white e) Magma grey
THANK YOU