Post on 14-Apr-2018
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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.
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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
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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.
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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 18th 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 ofthe world.
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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.
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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 andBajaj Auto.
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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 four-wheeler automobile manufacturer in South Asia.
Suzuki Motor Corporation of Japan holds a majority stake in thecompany. 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.
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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.
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OBJECTIVES OF MARUTI SUZUKI
LIMITED
1.Modernization of Indian automobile industry2.Productions of fuel efficient, low cost, high quality vehicle to
conserve scare resources
3.Production of large number of motor vehicles, which arenecessary 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)
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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)
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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 MarutiInsurance 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,
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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,
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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
COMPANY PROFILE
About Indus Motors
Indus Motors Company Private Limited, having its registered
office at Indus House, Chakorathukulam, Calicut and the corporate
office at 2nd 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
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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 Indus- Thevara 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.
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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 eye-
catching design. Possessing clean, bold and stylish design, Maruti
Ritzwill attract people for its superb interior and exteriors.
Maruti Suzuki Ritzis available in both petrol and diesel variants.
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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 ofMaruti Ritzis 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 Ritzalso 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 ofMaruti Ritz
is expected to match with the performance of cars like Swift and
A-star
.
Variants
Maruti Ritzis 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
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Maruti Ritz GT Maruti Ritz Vxi Maruti Ritz VDi
Technical features of Maruti Ritz
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
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Weights
Kerb weight
(kgs)
Lxi-1005 Ldi-1100
Vxi-1015 Vdi-1110
Zxi-1030
GVW(kgs) 1430 1520
Seating 5
Fuel tank
capacity(ltrs)
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The Suzuki Splash is acity carintroduced in model year 2008 and
jointly developed betweenSuzuki Motor CorporationandAdam Opel
AG which will also market their version as theAgila. It debuted as
aconcept carat the 2006Paris Auto Showand the production model
debuted at the 2007Frankfurt Auto Show. The Splash is slotted
below theSwiftin the European market lineup, and uses a
shortened wheelbase version of its chassis. In the Japanese market
lineup, however, it is slotted between the Swift and theSolio.
The car was launched with two petrol engines, a 3-cylinder 1.0-litre
and 4-cylinder 1.2-litreFamily 0, and a 4-cylinder version
ofFiat'sMultiJetdiesel engine. Unlike its predecessor, the Wagon R+,the Splash has five seats as standard.
It was introduced to the Japanese market on 20 October 2008,
available as Splash 1.2 for 1,239,000 and the UK as a rebadged
Vauxhall Agila.Maruti Suzukireleased the Splash in India as Maruti
Suzuki Ritz. In China, it was released by Changhe Suzuki towards
http://en.wikipedia.org/wiki/City_carhttp://en.wikipedia.org/wiki/City_carhttp://en.wikipedia.org/wiki/City_carhttp://en.wikipedia.org/wiki/Suzuki_Motor_Corporationhttp://en.wikipedia.org/wiki/Suzuki_Motor_Corporationhttp://en.wikipedia.org/wiki/Suzuki_Motor_Corporationhttp://en.wikipedia.org/wiki/Adam_Opel_AGhttp://en.wikipedia.org/wiki/Adam_Opel_AGhttp://en.wikipedia.org/wiki/Adam_Opel_AGhttp://en.wikipedia.org/wiki/Opel_Agilahttp://en.wikipedia.org/wiki/Opel_Agilahttp://en.wikipedia.org/wiki/Opel_Agilahttp://en.wikipedia.org/wiki/Concept_carhttp://en.wikipedia.org/wiki/Concept_carhttp://en.wikipedia.org/wiki/Concept_carhttp://en.wikipedia.org/wiki/Paris_Auto_Showhttp://en.wikipedia.org/wiki/Paris_Auto_Showhttp://en.wikipedia.org/wiki/Frankfurt_Auto_Showhttp://en.wikipedia.org/wiki/Frankfurt_Auto_Showhttp://en.wikipedia.org/wiki/Frankfurt_Auto_Showhttp://en.wikipedia.org/wiki/Suzuki_Swifthttp://en.wikipedia.org/wiki/Suzuki_Swifthttp://en.wikipedia.org/wiki/Suzuki_Swifthttp://en.wikipedia.org/wiki/Suzuki_Wagon_Rhttp://en.wikipedia.org/wiki/Suzuki_Wagon_Rhttp://en.wikipedia.org/wiki/Suzuki_Wagon_Rhttp://en.wikipedia.org/wiki/GM_Family_0_enginehttp://en.wikipedia.org/wiki/GM_Family_0_enginehttp://en.wikipedia.org/wiki/GM_Family_0_enginehttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/MultiJethttp://en.wikipedia.org/wiki/MultiJethttp://en.wikipedia.org/wiki/MultiJethttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/MultiJethttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/GM_Family_0_enginehttp://en.wikipedia.org/wiki/Suzuki_Wagon_Rhttp://en.wikipedia.org/wiki/Suzuki_Swifthttp://en.wikipedia.org/wiki/Frankfurt_Auto_Showhttp://en.wikipedia.org/wiki/Paris_Auto_Showhttp://en.wikipedia.org/wiki/Concept_carhttp://en.wikipedia.org/wiki/Opel_Agilahttp://en.wikipedia.org/wiki/Adam_Opel_AGhttp://en.wikipedia.org/wiki/Adam_Opel_AGhttp://en.wikipedia.org/wiki/Suzuki_Motor_Corporationhttp://en.wikipedia.org/wiki/City_car7/30/2019 maruti ritz
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the end of 2010.[1]The Splash also went on sale in New Zealand in
2011. This reflected the popularity Suzuki's small cars have had in
recent years.
European market B is divided into segments, a compact car front-wheel drive. Platform, the Swift (second generation, ZC # system) is
based on that. Body size in comparison with Swift is smaller than
the one handed Takashi Tamotsu, also 30 mm shorter wheelbase is
2,360 mm. Engine cylinder 3 series (K10B type) 1000 cc petrol
engine, inline four-cylinder (K12B type) 1200 cc gasoline engine and
series made by Fiat 1300 cc is available in four-cylinder direct-
injection diesel multi-jet, 5 MT or 4 AT and combination of is.
2008 Suzuki in the management of General Motors until the U.S.(GM) has equity participation, the splash from GM related to its
subsidiary in the European OEM has been supplied. Opel said,
"Agila" model of two generations (the first model Wagon R + was the
sister car) is sold as. The Suzuki world strategy of two stages[2]has
been regarded as the first vehicle type, the other has been made by
India manufacturing and sales in the multi Suzuki India. The future
of manufacturing and sales will be held in China.
IndiaIn the Indianautomarket Suzuki Splash is known as Maruti Suzuki
Ritz. Maruti Suzuki has changed its name because the name Splash
was already registered by Ford. This car has written another success
story for Maruti Suzuki. Ritz crossed sales figure of what other
foreign manufacturers are dreaming about in India. There are more
than 200,000 Ritz on Indian roads so far in a span of 37months,without any significant advertisement support, which is a record in
its own. Ritz is competing with Hyundai I10, Ford Figo, Chevrolet
Beat, VW Polo, Tata Indica, Fiat Punto, Skoda Fabia and her own
sibling Suzuki Swift.
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In India Maruti Ritz is available with tn variants, five each with
petrol and diesel engine options. The petrol variants of Maruti Ritz
are powered by the companys popular 1.2L, 1197 cc, K12M KB
series petrol engine. The light weight all aluminum K12M engine
delivers 85 PS (63 kW; 84 hp) of maximum power at 6000 rpm with113 Nm (83 lbft) of maximum torque 4000 rpm. The mileage it
delivers in city is around 14.5kmpl in city and 18kmpl on highway.
The diesel variants of Maruti Ritz are powered by the Fiats 1.3L
Multijet diesel engine. The 1.3L, 1248 cc, DDiS diesel engine which is
well known for its excellent fuel efficiency and performance. This
engine delivers 75 PS (55 kW; 74 hp) of maximum power at 4000
rpm with 190 Nm (140 lbft) of maximum torque at 2000 rpm. The
mileage it delivers is 17.7 kmpl in city while on highway it gives
21kmpl. While the petrol 1.2 engine (also used inSwift& DZire)
seems underpowered even having stats of 85 PS (63 kW; 84 hp) .
A new version of Ritz was launched in India in mid-2012.This
version sports a new ZDI variant, 3 new colours and improved fuel
effeciency.
LITERATURE REVIEW
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
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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.
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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)
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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. Thisphenomenon 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 Ambassadorbrand of
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Hindustan Ltd, had Fiatfor 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.
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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.
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
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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
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activity have presented us with useful guidelines in how someone
decides whether or not to make a purchase.
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.
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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
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Secondary data is those which have already been collected by
someone else. Secondary data has been collected from company
records, text books, websites etc
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.
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.
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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.
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 timeconstraints
The study was conducted at Calicut city; it may not beapplicable for the whole country.
The study was purely confined to 63 samples. May notbe applicable to entire customers.
There are chances of bias in the data collected from therespondents
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The data given by the respondents may limit to theirown knowledge, feelings and awareness.
Table No.4.1.Showing the Gender of the study
Chart No. 4.1
Male, 46
Female, 17
0
5
10
15
2025
30
35
40
45
50
Male Female
Gender
Sl.No Gender No. of
respondents
Of
respondents
2 Male 46 73
3 Female 17 27
Total 63 100
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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
No.
Category No. of
respondents
of
respondents
1 18-25 8 12
2 25-35 35 56
3 35-45 13 21
4 45&above
7 11
Total 63 100
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Chart No. 4.2
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.
0
10
20
30
40
50
60
18-25 25-35 35-45 45& above
Age
%
Age
No.ofrespondent
s
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Table No. 4.3 .Showing the Occupation
Sl.
No
Occupation No. of
respondents
of
respondents
1 Business 36 57
2 Professional 13 21
3 Student 5 8
4 Employee 9 14
Total 63 100
Chart. No. 4.3
0
10
20
30
40
50
60
Business Professional Student Employee
Occupation
%
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INTERPRETATION:
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 Indus Motors?
Sl.
No
Source No.
Respondents
of
Respondents
1 Myself 9 15
2 Family 20 32
3 Advertisement 12 19
4 Friends 11 17
5 Others 11 17
Total 63 100
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Chart. No. 4.4
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.
0
5
10
15
20
25
30
35
Myself Family Advertisement Friends Others
%
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SUGGESTIONS
Service quality can be increasedCars publicity can be developed, which will add awarenessMust focus on customer feedback, which results in customer
satisfaction and it lead to recommend product.
Give sufficient offers to increase sale.
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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