SUMMER TRAINING REPORT ON

A STUDY ON CONSUMER BUYING BEHAVIOR WHILE

PURCHASING MARUTI SUZUKI CARS
Undertaken at
T.R. SAWHNEY MOTORS PVT LTD.

Submitted in partial fulfillment of the Requirements

For the award of the degree of

MASTERS OF BUSINESS ADMINISTRATION

to

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, Delhi

UNDER THE GUIDANCE OF Submitted by

DR.VARUN NAME: VIRESH MADAN

FACUILTY GUIDE ROLL NO: 36221303916

SHIFT : 3RD SEM (DIV B)

Session 2016-18
 CONTENTS
S.NO Topic Page No.
1 Certificate
2 Summer Training Appraisal
3 Acknowledgement ii
4 Executive Summary 1-2
5 Chapter 1. Introduction 3-55
3
1.1 Concept of consumer Buying
Behaviour
3
1.2 Factors affecting Buying
Behaviour 4-6
1.3 Objectives
11
1.4 Scope
12
1.5 Company Profile
1.5.1 Maruti Suzuki Company
Profile 17
1.5.2 Products Of Maruti Suzuki
19

1.5.3 Companys Vision and

Mission 22
1.5.4 Why Maruti Suzuki
25-31
1.5.5 Competitive Strength of
Maruti Suzuki
36-38
1.5.6 Business Strategy
39-41
1.5.7 Competitors of Maruti Suzuki
44-48
1.5.8 Key Pain Industries
49-50
 1.5.9 Marketing Strategies Of
Maruti Suzuki
51-53

1.5.10 SWOT Analysis

54-55

6 Chapter ii :Review Of Literature 56

7 Chapter iii: Research Methodology 56
8 Chapter iv: Data Analysis and 64-68
Interpretation
9 Chapter v: Findings 69
10 Chapter vi: Conclusions 70
11 Chapter vii: Suggestions 71
12 Bibliography 72
13 Annexure 73-74
 ACKNOWLEDGEMENT

In this highly complex society no work can be accomplished by a single individual

but need inspiration and sincere guidance of intellectuals.

With an overwhelming sense of obligations, I emphatically express my profound

thanks and heartfelt gratitude to my guide DR.VARUN KUMAR for his valuable
guidance, timely suggestions and constant encouragement during the entire course of
my training.

It is my privilege to express my profound thanks and gratitude to DR.VARUN

KUMAR (PROJECT GUIDE), Senior Assistant Professor, Tecnia Institute Of
Advanced Studies , Guru Gobind Singh Indraprastha University for their kind
encouragement and benevolent guidance at every step during the course of my
training

Finally, I thank all those who helped me directly and indirectly during the course of
my summer training.
 TO WHOM IT MAY CONCERN

I Viresh Madan, Enrolment No. 361221303916 from MBA-111Sem,Shift B of

the Tecnia Institute of Advanced Studies ,Delhi hereby declare that the Summer
Training Report (MS-201)entitled A STUDY ON MARKETING STRATEGIES
OF MARUTI SUZUKI at T.R SAWHNEY MOTORS PVT.LTD. Is an original
work and the same has not been submitted to any other institute for the award of
any other degree. A presentation of the Summer Training Report was made on
DR.VARUN KUMAR and the suggestions as approved by the faculty were duly
incorporated.

Date: signature of the student

Certified that the Summer Training Report submitted in partial fulfillment of

Masters of Business Administration (MBA) to be awarded by G.G.S.I.P
University, Delhi by Viresh Madan Enrolment no.36223103916 has been
completed under my guidance and is satisfactory.

Date: signature of the Guide

Viresh Madan

Designation:
EXECUTIVE SUMMARY
Title
The Study of Consumer Buying Behavior while purchasing Maruti Suzuki Cars.

Issue
Consumer Behavior is the mental and emotional processes and the observable behavior of
consumer during searching purchasing and post consumption of a product and service. People
buy different products from different brands to satisfy their needs . Consumer purchases are
influenced strongly by cultural, social, personal and psychological characteristic. Although
marketers cannot control such factors, they must give attention to them Boston Analytics, a
customized knowledge services company, has announced the release of its Automotive
Industry in India report as a part of the series of monthly reports that analyze consumer
observations and sentiments regarding a automotive sector. According to this report consumer
think about the following aspect while making decision of purchase of a car:

CAR PURCHASING PREFERENCES

Primary Factors Of Preference

Price and Fuel efficiency are the primary features that consumers expect today.
There will be an increase in the importance of fuel efficiency in approximately three to
five years from now for consumers.
Sales service brand image /prestige, and resale value are secondary factors of choice today
and will remain so for the coming three to five years.
Environmental issues have yet to take root in India and do not shows signs of becoming a
major factor for coming three to five years .
Car size
Affluence and aspiration are growing in parallel- The Indian consumer prefers a mid-size
car.
Our survey reveals that approximately one in two Indian consumers prefer a roomy mid-
size family car.
India versus foreign brand
There is evidence of buy Indian mindset across the metros.
Approximately three in four respondents prefer an Indian brand over a foreign design one
recently launched versus established model.
Indian consumers are divided in their preference for recently launched versus established
models of cars.
According to the results of the survey, 58%of respondents nationwide prefer a recently
launched model by a slight plurality.
Color Preference
The color pie in the Indian car market shows that White is the most preferred color,
closely followed by Black and Silver.
Approximately 29% of respondents preferred White ,followed by 27%and 21%of
respondents opting for Black and Silver /Grey respectively

Thus the main issue in this project is to analyzing consumer buying pattern while they make
decision regarding purchase of car especially in small car segment.

PROBLEM

Thus problem of this project report is studying the consumer buying pattern
regarding small and medium car segment with special reference to Maruti
Suzuki India Pvt Ltd. and study about the consumer perception and attitude
toward the same.
CHAPTER-1 INTRODUCTION
1.1CONCEPT OF CONSUMER BUYING BEHAVIOR
The main aim of marketing is meet and satisfy target customers need and wants buyer
behavior refers to the peoples or organizations conduct activities and together with the impact
of various influences on them towards making decision on purchase of product and service in
a market .The field of consumer behavior studies how individuals, group and organizations
select ,buy, use and dispose of goods ,service ,ideas ,or experience to satisfy their needs and
desires understanding consumer behavior and knowing customer are never simple .the wealth
of product and service produced in a country make our economy strong . A behavior of human
being during the purchase is being termed as Buyer Behavior customer says one thing but
do another .They may not touch in deeper with their deeper motivations. They are responding
to influences that change their mind at the last minute. A buyer makes a decision whether save
or spend the money.

Definition of buying behavior:

Buyer Behavior is defined as all psychological, social and physical behaviors of potential
customers as they become aware of evaluate, purchase, consume and tell others about product
and service.

MODEL OF BUYING BEHAVIOR

1.2FACTORS AFFECTING BUYING BEHAVIOR
1. Cultural Factors
a) Culture: Culture is the most fundamental determinant of a person wants and behaviour
.The growing child acquires a set of values, perception, preference and behaviors through
his/her family and other key institution.

b) Sub Culture: Each culture consists of smaller sub culture that provides more specific
identifications and socialism for its members Subculture includes nationalities, religion
and geographical regions. Many sub-cultures makes up important market segments and
marketers often design products and marketing programs tailored to their needs.

c) Social Class: Social classes do not reflect income alone but also other indicators such as
occupations, education and areas of residence .social classes differ in their speech, patterns
recreational tailored to their needs.

2. Social Factors
(a) Reference Group: People are influence by their reference groups frequently,
Reference group expose an individual to know behave lifestyles and ours. They also
influence the persons attitude. These self concept and they create people.

b) Family: The family is the most important consumer buying organization in society and it
has been researched extensively. Family members, constitutes the most influential,
primary reference groups. We can distinguish between two families in the buyer
behaviour. The family of orientation consists of ones parents and sub links .From
parents a person acquires an orientation towards religion, politics and economics and
sense of personal ambition .Self-worth and love a more direct influence on every day
buying behaviour is ones family of procreation namely ones spouse and children.

a) Role and status: A person participates in many groups throughout life, family, club and
organization. The persons position in each group can be defined in terms of roles and
status.
 3. Personal Factors

a) Age and Life cycle: People buy different goods and services over their lifetime. They
eat baby food in the earlier most foods in the growing and mature year and special diet in the later
years. Peoples taste in cloth, furniture and recreation is also age related.

b) Occupation: A persons occupation also influences his/her consumption pattern a blue

color worker will buy work cloth, work shoes and lunch box. A company president will buy
work expensive suit, air travel, and country club membership .A Marketers trips to identify
occupational group that have above interest in their product and the service. Thus computer
software companies will design different computer software for brand managers, engineer,
lawyer and physician.

c) Lifestyle: People coming from the same sub culture, social class and occupation may
lead quite different life styles a persons life style is the persons pattern of living in the
worlds as in the persons activities, interests and opinions.

4. Psychological Factors
a) Motivation; A Person has many needs at any given time some need are biogenic .
They arise from psychological status of tension such as hunger, thirst, discomfort, other need
are psychological needs a motivation is a need that is sufficiently pressing to drive the person
to act satisfying the need reduce the felt tension.

b) Learning : Where people act they learn . Learning involves changes in an individuals
behaviour arising from most humans produce through the interplay of drives response and
reinforcement demand for a product by associating it with strong drives, using motivating and
providing positive reinforcement.

c) Beliefs and Attitude : through during learning people acquire belief and attitudes .This
in terms influence their buying behaviors. A belief is a descriptive though that a person hold
about something .This belief may be based on knowledge, opinion or faith .They may or may
not carry on emotional charge.
An attitude is a persons evaluation, emotional, feelings and action towards some object or
idea. People have attitude towards almost everything, religion, politics, cloth, music and so
on. Attitude put them into a frame of mind of liking or disliking an object moving towards or
away from it.
 MODEL OF CONSUMER BUYING PROCESS

Reorganization of unsatisfied need

Identification of Alternatives

Evaluation of Alternatives

Purchase Decision

Post Purchase Behavior

1. Problem Identification:
The consumer buying decision process begins with the identification of
needs. These needs can be triggered by internal and external stimuli. For
example, a person may have the desire to wear fashionable clothes from
internal stimuli or by getting suggestions from friends, which act as a form
of external source. The marketer tries to stimulate the needs and help
people in identifying these needs by intelligent use of the marketing mix
variables.

2. Information Search:
When consumers identify a need, they may look for information about how
to satisfy it.

A consumer may look for information from five general

sources:
1. Internal sources:
By recalling from memory, if they have satisfied a similar need in the
past.
2. Group sources:
By consulting other people such as family members, friends and others.

3. Marketing sources:
Through sales people, advertisement and packaging.

4. Public sources:
Through media publicity, reports of research firms.

5. Experiential sources:
By experiencing products, that is, by handling them or by
consuming or using them. For example, a consumer may taste a
particular item of fast food, and if they likes it may make a purchase
decision.

3. Listing Alternative Brands:

In this stage, the consumer analyses the information available with
them to select the right product or brand. A consumer may list out a
few alternative brands that are available in the market. The brands
may be listed after collecting necessary information from various
sources.

The information of alternative brands may include the

following factors:

1. Features

2. Price

3. Model

4. After-sale service
5. Warranty

4. Evaluation of Alternatives:
On the basis of the available information, consumers identify and
evaluate ways to satisfy their needs. A consumer may identify the
products or brands that effectively satisfy their needs or solve their
problems, and then evaluate each brand/product against certain
criteria such as features, price, reputation of the company, and so
on.

5. Purchase Decision:
Once the consumer has narrowed down the possible alternatives to
just a few, there may make a decision to purchase. The consumer
will decide whether to buy, and if so, then what, where and when to
buy. Consumers may also postpone or forgo purchase decision, if
none of the shortlisted alternatives meet their needs.

6. Post-purchase Behaviour:
A marketers job is not complete with the purchase decision by the buyer.
After purchasing and consumption, the customer will experience some
level of satisfaction. If the product meets the expectations of the consumer,
then the consumer will be satisfied. If the performance of the product
exceeds customers expectations, then they will be delighted, and if it falls
below the expectations, then they will be dissatisfied.

A satisfied consumer may involve in repeat purchases. A delightful

customer propagates a positive image of the brand, whereas a
dissatisfied consumer may spread a bad image of the product or the
brand. Thus, a study on the post-purchase behaviour gives a
learning of the way the product is used and disposed, and helps the
marketer to design their marketing mix.
1.3 OBJECTIVES OF STUDY:-

1. To know why people choose Maruti Suzuki cars.

2. To know what factors influence the buyers before buying
the car.
3. To know who is the biggest competitor of Maruti Suzuki
Company.
4. To know whether the customers are satisfied with Maruti
Suzuki cars or not.
5. To find out whether the customers find the price reasonable
or not.
1.4 SCOPE OF STUDY:-

The scope of study on Project Consumer buying Behaviour

while Purchasing Maruti Suzuki Cars is as follows:
1. This will tell about the behaviour of buyer while buying
Maruti Suzuki cars.
2. This study will tell about the history of Maruti Company
3. We will get to know why Maruti Suzuki Company is still a
first choice of the buyers.
4. This study will tell who the biggest threat to Maruti Suzuki
Company is.
5. This study will also tell which factors influence the buying
decision of buyer.
6. From this study will get to know the SWOT analysis.
7. This study will tell us about the limitations of Maruti Suzuki
Company.
HISTORY OF CAR

Birth of the Car

In 1769 the very first self propelled car was built when Nicolas Cugnots, a French
military engineer designed a steam powered road vehicle. The vehicle was built at the
Paris Arsenal, and was used by the French Army to move cannons .It had three wheels
with the engine in the front along with the boiler. While Cugnots car was capable of
attaining speeds of up to 6kms/hour, it was far to heavy and slow to be of practical use.

In1771 he again designed another steam-driven engine that ran so fast that it rammed
into a wall, recording the worlds first accident.

In 1807
Franois Isaac de Rivaz designed the first internal combustion engine. He to develop
the worlds first vehicle to run on such an engine, one that used a mixture of hydrogen
and oxygen to generate energy, subsequently used this. This spawned the birth of a
number of designs based on the internal combustion engine in the early nineteenth
century with little or no degree of commercial success. In 1860 thereafter, Jean Joseph
Etienne Lenoir built the first successful two-stroke gas driven engine .In1862 he again
built an experimental vehicle driven by his gas-engine, which ran at a speed of
3kms/hour. These cars became popular and by 1865 could be frequently espied on the
roads. The next major leap forward occurred in 1876 when the four stroke engine was
devised. Gottileb Damlier and Nicolas Otto worked together on the mission till they
fell apart. Daimler created his own engines that he used both of cars and for the first
four wheel horseless carriage. In the meanwhile, unknown to them, Karl Benz, was in
the process of creating his own advanced tri-cycle, which proved to be the first true
car.
After all this experiments we can say that the complete car was birth only in 1885 that
the first real car rolled down on the streets. The earlier attempts, though successful,
were steam-powered road-vehicles.
BEGINNING OF CAR IN INDIA

From the singsong rhythm of the bullock cart to the jet age, India has travelled a
long way. An average Indians dream car may not b ether design Honda or
stately limousine, but he is sure can dream, and afford Maruti now.

In 1897, the first car ran on an Indian road. Through the 1930s, cars were
imports only, and in small numbers.
An embryonic automotive industry emerged in India in the 1940s. Hindustan
Motors was launched in 1942, long-time competitor Premier in 1944,
building Chrysler, Dodge, and Fiat products respectively.[4] Mahindra &
Mahindra was established by two brothers in 1945, and began assembly of Jeep
CJ-3A utility vehicles. Following independence in 1947, the Government of
India and the private sector launched efforts to create an automotive-component
manufacturing industry to supply to the automobile industry. In 1953, an import
substitution programme was launched, and the import of fully built-up cars
began to be restricted.

The 1952 Tariff Commission

In 1952, the government appointed the first Tariff Commission, one of whose
purposes was to come out with a feasibility plan for the indigenization of the
Indian automobile industry. In 1953, the commission submitted their report,
which recommended categorizing existing Indian car companies according to
their manufacturing infrastructure, with licensed capacity to manufacture a
certain number of vehicles, with capacity increases allowable, as per demands,
in the future. The Tariff Commission recommendations were implemented with
new policies that would eventually exclude companies that only imported parts
for assembly, as well as those with no Indian partner. In 1954, following the
Tariff Commission implementation, General Motors, Ford, and Rootes Group,
which had assembly-only plants in Mumbai, decided to move out of India.[5]
The Tariff commission policies, including similar restrictions that applied to
other industries, came to be known as the "license raj", which proved to be the
greatest undoing of the Indian automotive industry, where bureaucratic red tape
ended up causing demand to outstrip supply, with month-long waiting periods
for cars, scooters, and motorcycles.
The Hindustan Motors (HM) was set up in 1942, and in 1944, Premier
Automobile Ltd.(PAL) was established to manufacture automobiles in India.
However, it was PAL who produced the first Car in India in 1946, as HM
concentrated on auto components and could produce their first car only in 1949.
It was left to another company, Mahindra and Mahindra (M&M) to manufacture
utility vehicles, namely the American jeep.
In the 50s,the Government of India granted approval to only 7 car dealers to
operate in India-HM,API,ALL,SMPIL,PAL,M&M AND TELCO,HE
protectionist policies continued to remain in place. The 60s witnessed the
establishment of the two three wheeler industry in India and in the 70s , things
remained much the same.

EVENTS AND MILESTONES

A behind- the- scenes look into the making of one of Indias most vibrant
industries. The landmarks along the way..
1928-The first imported car was seen on Indian roads.
1942- Hindustan Motors incorporated
1944-Premier automobiles started
1948-First car manufactured in India
1953-The Government of India decreed that only those firms which have a
manufacturing program should be allowed to operate.
1955-Only seven firms namely HM, API, ALL, SMPIL, PAL, M&M and
TELCO
Received approval
1960-1970- The two, three wheeler industry established a foothold in the Indian
scenario.
1970-1980- Not much change was witnessed during this period .The major
factors affecting the industry were the implementation of the MRTP ACT
(Monopolies and trade Restrictive Practices Act),FERA (Foreign Exchange
Regulation Act)and the oil shock of 1973 and 1979.
1980-1990 The first phase of liberalization was announced by the Govt.-With
the liberalization of the governments protectionist policies ,the advantage
hitherto enjoyed by the Indian car manufactures like monopoly,oligopoly,slowly
began to disappear.
This period is also marked by the entry of a large number of firms in the market,
4 Japanese manufactures entered the Commercial Vehicle and two-wheeler
market. The Government agreed to the demand for allowing foreign
collaboration in the automobile sector the industry witnessed a resurgence due to
major policy changes like relaxation in MRTP and FERA, DE licensing of some
ancillary products ,broad banding of the products and modifications in the
licensing policy. Also, the concessions it gave to the private sector and the new
foreign collaborations policy , all resulted in higher growth and better
performance of the industry than in the earlier decades .
The Government of India tied up with Suzuki Inc. of Japan which produced
Indias most successful car The MARUTI
1991-Under the Government new national industrial policy, the license raj was
dispensed with, and the automobile industry were allowed to expand freely .
1997-The National Highway Policy was announced which will hopefully have a
positive impact on the Automobile industry. The Government also laid down
THE EMISSION standards to be met by car manufactures in India in the coming
millennium.
Europe, Hence the name EURO 1 (equivalent to india 2000)and the Indian
equivalent to the of EURO second .
1999-The Honorable Supreme court passed an order directing all car
manufacture to comply with Euro First emission norms (India 2000 norms) by
the first of May ,1999 in National capital Region of Delhi. The Deadline was
later extended to 1st JUNE 1999.
2000: Privatization of insurance business with a 26% limit on FDI in the
sector.

2002: Competition Act comes into force.

2006: Indias largest-ever rural jobs scheme, Mahatma Gandhi National

Rural Employment Guarantee Scheme (MGNREGS), is launched.

2006: Tata group pays $12.98 billion to acquire UK-based Corus in the
largest ever cross-border acquisition by an Indian company.
2008: Tata Motors launches Tata Nano, the worlds cheapest car
1.5 COMPANY PROFILE

1.5.1 MARUTI SUZUKI COMPANY PROFILE -

Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an
automobile manufacturer in India.[9] It is a 56.21%-owned subsidiary of Japanese
automobile and motorcycle manufacturer Suzuki Motor Corporation.[8] As of January 2017,
it had a market share of 51% of the Indian passenger car market.[10] Maruti Suzuki
manufactures and sells popular cars such as the Ciaz, Ertiga, Wagon
R, Alto, Swift, Celerio, Swift Dzire, Omni, Baleno and Baleno RS, Ignis.[11] The company is
headquartered at New Delhi.[ In February 2012, the company sold its ten millionth vehicle
in India.
Maruti was established in February 1981 by Sanjay Gandhi on Background
of Government of India though the actual production commenced only in 1983. It started
with the Maruti 800, based on the Suzuki Alto kei car Government of India, Ministry of
Disinvestment, document dated 14 May 2002]. Retrieved 7 May 2014.</ref> As of May
2007, the government of India sold its complete share to Indian financial institutions and
no longer has any stake in Maruti Udyog

CHAPTER-2
LITERATURE REVIEW

The study of consumer behavior elaborates as how people construct their buying preferences

to Utilize their resources like time, money , effort, on consumption related things (Schiff

Man and Kanuk, 1997[4]. Consumer Behavior is a study of the process concerned when

People choose, purchase, use, or eliminate product, service, ideas, or experiences to

Satisfy wants and needs. The studies By Chidambaram and Alfred (2007) [5] suggested

That there are few factors which helps in affecting preferences of customers. The study
Unveiled the important factors which influence the behavior of consumer like fuel

Brand name, good quality, reasonable, durability.

The study by Clement Sudhakar and Venkatpathy (2009)[9] established the significance of

Peer group in the purchase behavior of a car pertaining to Coimbatore District .It also

Revealed the impact of friends this is bigger for the purchase of small sized and midsized

Cars.

The study by Banerjee, Ipsita (2011)[7] investigated about car Acquisition and Ownership

Trends in Delhi city of motorized vehicle owing households. It concluded that household

Income is the prime factor of the number and size of cars that household buys, besides

Family size is proved to be irrelevant factor as it was found that smaller vehicles were

preferred even by lager family.

The study of White (2004)[8] discussed the factors those plays the vital role in choice of

buyers and observed that consumer negotiate with dealers over price and pursue them to

every extent to avail incentives as well as low-interest payment plans. He concluded that

with an increasing trend of multi-car households, car dealers and advertisers should target

right audience, taking into consideration the power of children and the impact of life stage.

Even after the fact that man are the primary buyers of most new cars, study concluded, the

motor trade has traditionally been contemptuous of mens role in the car buying process.
COMPANY PROFILE
MARUTI SUZUKI COMPANY PROFILE

Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, to
meet the growing demand of a personal mode of transport caused by the lack of an efficient
public transport system. It was established with the objectives of - modernizing the Indian
automobile industry, producing fuel efficient vehicles to conserve scarce resources and
producing indigenous utility cars for the growing needs of the Indian population. A license
and a Joint Venture agreement were signed with the Suzuki Motor Company of Japan in Oct
1983, by which Suzuki acquired26% of the equity and agreed to provide the latest
technology as well as Japanese management practices. Suzuki was preferred for the joint
venture because of its track record in manufacturing and selling small cars all over the world.
There was an option in the agreement to raise Suzukis equity to 40%, which it exercised in
1987. Five years later, in1992, Suzuki further increased its equity to 50% turning Maruti into
anon-government organization managed on the lines of Japanese

COMPANY HISTORY AND BACKGROUND

The Evolution Marutis history of evolution can be examined in four phases: two phases
during pre-liberalization period (1983-86, 1986-1992) and two phases during post-
liberalization period (1992-97, 1997-2002), followed by the full privatization of Maruti in
June 2003 with the launch of an initial public offering (IPO).The first phase started when
Maruti rolled out its first car in December 1983. During the initial years
 Maruti Had 883employees, a capital of Rs. 607 MN and profit of Rs. 17 MN without any tax
obligation. From such a modest start the company in just about a decade (beginning of
second phase in 1992) had turned itself into an automobile giant capturing about 80% of the
market share in India. Employees grew to 2000 (end of first phase 1986), 3900 (end of
second phase 1992) and 5700 in 1999. The profit after tax increased from Rs18.67 mn in
1984 to Rs. 6854.54 MN in 1998 but started declining during1997-2001.During the pre-
liberalization period (1983-1992) a major source of Marutis strength was the wholehearted
willingness of the Government of India to subscribe to Suzukis technology and the principles
and practices of Japanese
Management. Large number of Indian managers, supervisors and workers were regularly
sent to the Suzuki plants in Jap
Practices

THE OBJECTIVES OF MUL

Production of fuel efficient vehicles to conserve scarce resources

Production of lager number of motor vehicles which was necessary for
economic growth
Maruti created history by going into production in record 13 months.
On 14 December 1983,the then Prime Minister of India ,
Volume targets were routinely exceeded, and in March 1994, we became
the first Indian company to produce over one million vehicles, a landmark
yet to be manufacturer in Asia. Outside Japan and Korea having produced
over four million vehicles by April 2003 and from 2005 -06 Maruti Suzuki
Company is producing a car in every 36 seconds.
INDUSTRY PROFILE
HISTORY OF INDUSTRY:
In 1769, a French engineer CAPTAIN NICHOLAS built the first load vehicle propelled by its own
power. It was a three-wheeler, four seated vehicle fitted with steam engine. It attained a speed of
about 21/2 M.P.H for 15 minutes. The first car was built by LENIOR in 1862. His innovation was a
compact of the internal-combustion engine powered by gas. Petrol-powered version soon followed,
and the design was widely adopted. The first mass production car, the model T Ford, was introduced
in 1908, and by 15 million gad been sold. Todays engine works on similar principles, although card
now are designed for greater efficiency, safety and comfort.

In 1920s the major developments were made in every carry features. The designers tried to produce
a vehicle which will function at all conduction and which were comfortable to ride and easy to
operate. Increase life of types, independent, front wheel suspension, for wheeler hydraulic brakes,
high compression ratio, high power, use of new materials and hundreds of other changes have been
made.

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, and 54.2% by 2 and of Japan .The Indian government
held an offering of 25% of the company in June 2003. As of May 10,2007, Govt. of India
sold its complete share to Indian financial institutions. With this, Govt. of India no longer has stake
in Maruti Udyog. M a r u t i U d yo g L i m i t e d ( M U L ) w a s e s t a b l i s h e d i n F e b r u a r y
1 9 8 1 , t h o u g h t h e a c t u a l production commenced in 1983. Through 2004, Maruti has
produced over 5 Million vehicles .Maruti are sold in India and various several other countries,
depending upon export orders. Cars similar to Marutis (but not manufactured by Maruti Udyog) are
sold by Suzuki in Pakistan and other Asian countries.

T h e c o m p a n y m o r e t h a n 3 0 , 0 0 0 c a r s a n d h a s a n e x t r e m e l y l a r g e domestic
market in India selling over 500,000 cars annually. Maruti, t i l l 2004, w a s t h e Indias
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, Marutitops the sales charts. Due to the large
number of Maruti 800s sold in the Indian market, the term "Maruti" is commonly used
to refer to this compact car model. Till recently the term "Maruti", in popular Indian
culture, was associated to the Maruti 800 model. Maruti Suzuki India Limited, a subsidiary of
Suzuki Motor Corporation of Japan, has been the leader of the Indian car market for over two
decades
 Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of New Delhi.
Marutis Gurgaon facility has an installed capacity of 350,000 units per annum. The Mansard
facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000
units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and
transmissions. Mansard and Gurgaon facilities have a combined capability to produce over 700,000
units annually. More than half the cars sold in India are Maruti cars. The company is a subsidiary of
Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti. The rest is owned by the

Public and financial institutions. It is listed on the Bombay Stock Exchange and National Stock
Exchange in India. During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were
exported. In all, over six million Maruti cars are on Indian roads since the first car was rolled out on
December 14, 1983.Maruti Suzuki offers 10 models, ranging from the peoples car, Maruti 800, for
less thanks 200,000 ($ 5000) ex-showroom to the premium sedan SX 4 and luxury SUV, Grand
Vitara.Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars
for three decades. Suzukis technical superiority lies in its ability to pack power and performance
into a compact, lightweight engine that is clean and fuel efficient. 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. For its sincere efforts it has been rated (by customers)first in customer satisfaction
among all car makers in India for seven years in arrow in annual survey by J D Power Asia Pacific.
Maruti Suzuki was born as a government company, with Suzuki as a minor partner, to make a
peoples car for middle class India. Over the years, the product range has widened, ownership has
changed hands and the customer has evolved. What remains unchanged, then and now, is Marutis
mission to motorize India.
RESEARCH METHODOLOGY
Research is as old as the academic continuousness of human mind. Requisitions admin
important feature of human mind and its working all the items. Curiosity admin always a vital
force that motivates sensitive human mind to prove into future, to know what was not known
and further the feature of knowledge. This is why research has been always an integral part of
academic pursuits in all the time and at all stage of the development of human civilization.

The success of any business is based to a very great extent on quality of its marketing
decision. Wrong decision sooner or later is reflected in disappointing sales. Covertly, correct
decision contributes to higher profit and growth marketing executive decisions are based on
three things experience, institution and research.

David J. Schwartz

Research is a multinational concept some definition given by scholars are reproduced below
in order to get overview of research concept:

Research is considers to more formal systematic intensive process of carrying out the
scientific method of analysis. It involves a more systematic structure of investigation usually
resulting some sort of formal record procedures and report of result or conclusion.

RESEARCH PROBLEM

Thus problem of this project report is studying the consumer buying pattern regarding small
and medium car segment with special reference to Maruti Suzuki India ltd and study about the
consumer perception and attitude towards the same .

SCOPE OF THE STUDY

The scope of study on project Consumer buying behavior while purchasing Maruti Suzuki
cars is as follows:

1. This will tell about the behavior of buyer while buying Maruti Suzuki Cars.
2. This study will tell about the history of Maruti company.
3. We will get to know why Maruti Suzuki company is still a first choice of the buyers
4. This study will tell who is the biggest threat to Maruti Suzuki company .
5. This study will also tell which factors influence the buying decision of buyer
6. From this study will get to know the SWOT analysis.
7. This study will tell us about the limitations of Maruti Suzuki company
 RESEARCH DESIGN

The formidable problem that follows the task of defining the research problem is the
preparation of design of the research project, popularly known as the research design.
Decisions regarding what, where, how much, by that, mean concerning an inquiry or a
study constitute the research design.

A detailed outline of how an investigation will take place. A research design will
typically include how data is to be collected, what instruments will be employed, how
the instruments will be used and the intended means for analyzing data collected

Different types of research design have emerged on account of the different

prospective from which research study can be viewed . However a frequently used
classification system is to group research design under three broad categories :

1) Exploratory
2) Descriptive
3) Casual

Here the present study seeks to find out the consumer behavior of Maruti Suzuki a band
of laptop product in Surat city. This is related to the projection of brand position
electronic market. Which defines the descriptive nature? So the research design is
selected namely descriptive research design.

SOURCE OF DATA

All the market research requires a vast reservoir of information. There may be
different type of information and data . The specific problem can be solved or
objectives or problem decides the nature of source of data.

There are two types of data

Primary
Secondary

Here the source of data is secondary Data .

Bibliography
BOOKS

Crm- chattopadhya
Crm-mishra and joshi

JOURNALS

Icfai university press

Business and economy

WEBSITES

Www.marutiudyog.com

Gurgaon.nic.in/maruti.htm

Auto.indiamart.com

Economictimes.indiatimes.com