Customers Brand Awareness on Maruti Alto

Customers Brand Awareness 2009

Mini project

TOPIC ‘CUSTOMER BRAND AWARENESS ON ‘MARUTI ALTO’

By, MANESH .VP MBA,UNIVERSITY OF CALICUT (VATAKARA CENTRE)

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INTRODUCTION

Introduction The research Project is on the topic of “Brand Awareness of Maruti Alto. SMS VATAKARA

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Now first let us look at the definition of a Brand: The definition of brand :

A brand is an identifiable entity that makes specific promises of value. In its simplest form, a brand is nothing more and nothing less than the promises of value you or your product makes. These promises can be implied or explicitly stated, but none-the-less, value of some type is promised. Now let us further define Brand Awareness: Brand awareness is when people recognize your brand as yours. This does not necessarily mean they prefer your brand (brand preference), attach a high value to, to, or asso associ ciat atee any any supe superi rior or attr attrib ibut utes es to your your bran brand, d, it just just mean meanss they they recognize your brand and can identify it under different conditions. Brand Brand awarene awareness ss consis consists ts of both both brand brand recogn recogniti ition, on, which is the abilit ability y of consumers to confirm that they have previously been exposed to your brand, and brand recall, which reflects reflects the ability ability of consumers to name your brand when given the product category, category need, or some other similar cue. Aided awareness awareness occurs when you show or read a list of brands and the person expresses familiarity with your brand only after they hear or see it. Top-of-mind awareness occurs when you ask a person to name brands within a product category and your brand pops up first on the list. When you think about facial tissue, gelatins, and adhesive bandages, do the brands Kleenex®, Jell-O®, and Band-Aid® come to mind? These brands enjoy strong top-of-mind awareness in their respective categories. Historical & Technical Background of Brands

Brands identify the source of market of a product and allow consumers-either individuals or organizations-to assign responsibility to a particular manufacturer SMS VATAKARA

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or dist distri ribu buto tor. r. Cons Consum umers ers may may eval evalua uate te the the iden identi tica call produ product ct diff differe erent ntly ly depending on how it is branded. Consumers learn about brands through past experiences with the product and its marketing program. They find out which brands satisfy their needs and which ones do not. As consumers’ lives become more complicated, rushed, and time-starved, the ability of a brand to simplify decisions making and reduce risk is invaluable. Brands also perform valuable functions for firms. First, they simplify product handling handling or tracing. Brands help to organize inventory and accounting accounting records. A brand also offers the firm legal protection for unique features or aspects of the produc product. t. The brand brand name name can be protect protected ed through through regist registere ered d tradem trademarks arks;; manufacturing processes can be protected through patents; and packaging can be protected protected through copyrights copyrights and designs. designs. These intellectual intellectual property rights ensure that the firm can safely invest in the brand and reap the benefits of a valuable asset. Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again. Brand loyalty provides predictabili predictability ty and security security of demand for the firm and creates barriers to entry that make it difficult for other firms to enter the market. market. Loyalty also can translate translate into a willingnes willingnesss to pay a higher price—often 20 to 25 percent more. Although competitors may easily duplic duplicate ate manufa manufactu cturin ring g process processes es and produc productt design designs, s, they they cannot cannot easily easily match lasting impressions in the minds of individuals and organizations from years of marketing marketing activity activity and product experience. experience. In this sense, branding can be seen as a powerful means to secure a competitive advantage. To firms, brands thus represent enormously valuable pieces of legal property that can influence consumer behavior, be sought and sold, provide the security of sustained future revenues to their owner. Large earning multiple have been paid for brands in mergers or acquisitions, starting with the boom years of the

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mid-1980s. mid-1980s. The price premium is often often justified justified on the basis of assumptions assumptions of the extra profits that could be extracted and sustained from the brands, as well as the the trem tremen endo dous us diff diffic icul ulty ty and and expe expens nsee of crea creati ting ng simi simila larr brand brandss from from scratch. Wall Street believes that strong brands result in better earnings and pro profi fitt perf perfor orma manc ncee for for firm firms, s, whic which, h, in turn turn,, crea create tess grea greate terr valu valuee for for shareholders. Much of the recent interest in brands by senior management has been result of these bottom-line financial considerations. “Marketing Memo: The brand Report card” lists 10 key characteristics based on a review of the world’s strongest brands. Maruti Suzuki Limited was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time was the only modern car available in India, its' only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold in India and various several other countries, depending upon export orders. Models similar to Marutis (but not manu manufa fact cture ured d by Maru Maruti ti Suzu Suzuki ki)) are are sold sold by Suzu Suzuki ki and and manu manufa fact ctur ured ed in Pakistan and other South Asian countries. Here the topic of the study is “Customers Brand Awareness” towards Maruti Alto, Alto, with special special reference reference to Popula Popularr Vehicl Vehicles es and Services Services Ltd , calicu calicut. t. This This study study search search for brand brand awaren awareness ess level level of custom customers ers towards towards various various aspects of the product. As part of this study, survey is conducted in calicut district. Questionnaire is used to collect data from customers. While the details regarding the company is obtained obtained from companies companies website, website, magazines magazines etc… etc… Sample Sample size of the study study takes here is Fifty and Samples selected from urbon and rural areas of calicut district.

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OBJECTIVES

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OBJECT BJE CTIVE IVES S PRIMERY OBJECTIVE . A study on consumers brand awareness towards

Maruti Alto.

SECONDARY OBJECTIVES .Determine the consumers expectation about Maruti Alto. Alto.

.Determine the factors effecting buying behaviour . .Determine consumers attitude towards Maruti Alto. .Measuring the value obtained by the customers.

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SCOPE OF THE STUDY

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Scope of study

Is to check that does Brand Awareness among Maruti Alto affects the sales or creates a specific image about the brand which helps the Brand in gaining an advantage over the competitors. As the Research Methodology used for this research would be Personal Interview or Telephonic Interviews of the Targeted Masses using a set of questionnai questionnaires res designed to get the response which would help in achieving the objective of the research. The Limitations faced in this research would be that it would be constituted on the data gathered from an alre alread ady y deci decide ded d Targe Targett audi audien ence ce,, whic which h woul would d be very very smal smalll (nam (namel ely y 50 consumers). Hence we would not be able to come to a strong recommendation as the number of the responses would be limited. However, on the other hand the data gathered would be very accurate and not vague, which would help us come to conclusion which in turn will help us to reach the objective of this research.

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RESEARCH METHODOLOGY

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Formulation of research problem

As we know know toda today’ y’ss mark market et is cons consum umer er orie orient nted ed.. With Withou outt cons consum umer er satisfaction a product can not be sustained in the market. The brand awareness and consumer satisfaction is inter- related. related. There is a chance for consumer dissatisfacti satisfaction on as a reason reason for for lack of of brand awareness. awareness.

Because Because his expectat expectation ion

and brand selection didn’t didn’t match. So a consumer can get 100 % satisfaction by 100 % brand brand awaren awareness ess.. So my stud study y is based based on on whethe whetherr the consu consumer merss purchasing the product with the brand awareness. Nature of the study

In this study the researcher has adopted descriptive research mainly based on primery data. The study is conducted as survey method. method. The research is based on the customers response. Research Design.

Research design is the specification of methods and procedures for acquir acquiring ing the informat information ion needed needed to struct structure ure and to solve solve problems problems..

The

researc research h design design adopted adopted here is explorat exploratory ory.. It is based on the primer primery y data collec collected ted..

Explora Explorato tory ry research research contin continues ues o domain domain flexibl flexiblee so that many many

different facts of a problem may be considred as and when they arise and come to the notice of the researcher. The researcher tried to cover the various areas which a customer customer goes dis-satisf dis-satisfied. ied. The researcher researcher going direct direct through through the customers customers view. The researcher researcher tried to notice notice about customers customers openion openion about Maruti Alto and what they want more from Maruti Alto. Alto. The research touching all areas of customers brand awareness.

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Source of data a) Primary Primary data: Primary Primary data for this study study is based on the data collecte collected d

from the sample population with the help of questionnaire. Information was collected with the help of formal discussion with the respondents. b) Second Secondary ary data: data: Second Secondary ary data data require required d for the study study were were collect collected ed throug through h various various seconda secondary ry sources. sources.

This This includ includee library library referenc references, es,

journals, magazines, websites and previous studies. Time period of the study

Period of the study was 14 days from 9 th Nov. 2009 to 23rd Nov. 2009. Tools used for analysis

. Table. . Bar diagram. . Pie chart. . Graph. . Ranking Method. . Chi Square Test.

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REVIEW OF LITERATURE

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Brand awareness There’s There’s a familiar adage adage among sales people people that says “nothing “nothing happens happens until something is sold.” In marketing, that saying could be changed to “nothing is sold until someone’s aware of it.” Dozens of studies have shown strong correlations between awareness and market share, between awareness and brand preference, between awareness and product usage, between awareness and sales. Brand awareness is a marketing concept that measures consumers' knowledge of a brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers who know of the brand. Brand awareness can be measured by showing a consumer the brand and asking whether or not they knew of it beforehand. However, in common market research practice a variety of recognition and recall measures of brand awareness are employed all of which test the brand name's association to a product category cue, this came about because most market research in the 20th Century was conducted by post or telephone, actually showing the brand to consumers usually required more expensive face-to-face interviews (until web-based interviews became possible). This has led many textbooks to conceptualise brand awareness simply as its measures, measures, that is, knowledge knowledge that the brand is a member member of a particular product category, e.g. soft-drinks. Examples of such measures include: Brand recognition - Either the brand name or both the brand name and category name are presented to respondents. Brand recall - the product category name is given to respondents who are asked to recall as many brands as possible that are members of the category. Top of mind brand awareness - as above, but only the first brand recalled is recorded (also known as spontaneous brand recall).

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Research on metrics

There has been discussion in industry and practice about the meaning and value of various brand awareness metrics. Recently, an empirical study appeared to put put this this deba debate te to rest rest by sugg sugges estted that that all all awar awaren enes esss met metrics rics were ere systematically related, simply reflecting their difficulty, in the same way that certain questions are more difficult in academic exams Stability of responses

While While brand awareness awareness scores tend to be quite stable stable at aggregate aggregate (level) level, individual consumers show considerable propensity to change their responses to recal recalll base based d bran brand d aware awarene ness ss meas measure ures. s. For For top top of mind mind recal recalll meas measure ures, s, consumers give the same answer in two interviews typically only 50% the time. Similar low levels of consistency in response have been recorded for other cues to elicit brand name responses. MEASURING BRAND AWARENESS 1. Top-le Top-level vel quanti quantitati tative ve measurem measurement: ent:

• Image and identity studies • Brand awareness/preference studies 2. Qu Qual alit itat ativ ivee too tools ls::

• Focus groups • Measures of brand value • Net present value of future profits of the brand

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3. Indicators:

• Home page visits • Search engine referrals • Editorial mentions • Trade show traffic Importance/Relevance of the Market Research

The The impo import rtan ance ce of this this marke markett resea research rch woul would d be, be, that that it will will help help us to dete determ rmin inee whic which h Car Car Bran Brands ds enjo enjoy y diff differe erent nt bene benefi fits ts due due to thei theirr Bran Brand d Awareness in the mind of the consumers. Our research work will help us define how does brand awareness helps the customer to pick or choose that specific brand and get a clear picture as in is Brand Awareness really important part of the marketing strategy or is it just a burden on the marketing system. Bran Brand d awar awaren enes esss is an impo import rtan antt way way of prom promot otin ing g comm commod odit ityy-re rela late ted d products. This is because for these products, there are very few factors that differ different entiat iatee one produc productt from from its compet competito itors. rs. Theref Therefore ore,, the produc productt that that maintains the highest brand awareness compared to its competitors will usually get the most sales, our research findings will help us in determining those factors.

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INDUSTRY PROFILE

Automobile Automobile Industry

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History :

In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented the first automobile to run on roads. This automobile, in fact, was a self powered, three-wheeled, military tractor that made the use of a steam engine. The range of the automobile, however, was very brief and at the most, it could only run at a stretch for fifteen minutes. In addition, these automobiles were not fit for the roads as the steam engines made them very heavy and large, and required ample starting time. Oliver Evans was the first to design a steam engine driven automobile in the U.S. A Scot Scotsm sman an,, Robe Robert rt Ande Anders rson, on, was was the the firs firstt to inve invent nt an elec electr tric ic carr carria iage ge bet betwe ween en 1832 1832 and 1839 1839.. Howe Howeve ver, r, Thom Thomas as Dave Davenp npor ortt of the the U.S. U.S.A. A. and and Scotsman Robert Davidson were amongst the first to invent more applicable auto automo mobi bile les, s, maki making ng use use of non-r non-rec echa harge rgeab able le elec electr tric ic batt batter erie iess in 1842. 1842. Development of roads made travelling comfortable and as a result, the short ranged, electric battery driven automobiles were no more the best option for travelling over longer distances. The Automobile Industry finally came of age with Henry Ford in 1914 for the bulk production of cars. This lead to the development of the industry and it first begun in the assembly assembly lines of his car factory. factory. The several methods adopted by Ford, made the new invention (that is, the car) popular amongst the rich as well as the masses. According According the History History of Automobile Automobile Industry US, dominated dominated the automobile automobile markets around the globe with no notable competitors. However, after the end of the the Seco Second nd World orld War in 1945 1945,, the the Aut Automob omobiile Indu Indust stry ry of othe other r technologically advanced nations such as Japan and certain European nations gained momentum and within a very short period, beginning in the early 1980s,

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the U.S Automobile Automobile Industry was flooded flooded with foreign automobile automobile companies, companies, especially those of Japan and Germany. The The curre current nt tren trends ds of the the Glob Global al Auto Automo mobi bile le Indu Indust stry ry revea reveall that that in the the developed countries the Automobile Industries are stagnating as a result of the droopin drooping g car market markets, s, whereas whereas the Automo Automobil bilee Indust Industry ry in the develo developin ping g nations, such as, India and Brazil, have been consistently registering higher growth growth rates rates every every passin passing g year year for their their flouri flourishi shing ng domest domestic ic automo automobil bilee markets. The automotive industry designs, develops, manufactures, markets, and sells the world's motor vehicles. In 2008, more than 70 million motor vehicles, including cars and commercial vehicles were produced worldwide. In 2007, a total of 71.9 million new automobiles were sold worldwide: 22.9 mill millio ion n in Europ Europe, e, 21.4 21.4 mill millio ion n in Asia Asia-Pa -Paci cifi fic, c, 19.4 19.4 mill millio ion n in USA USA and and Canada, 4.4 million in Latin America, 2.4 million in the Middle East and 1.4 millio million n in Africa Africa.. The markets markets in North America America and Japan Japan were were stagna stagnant, nt, while those in South America and other parts of Asia grew strongly. Of the major markets, Russia, Brazil, India and China saw the most rapid growth. About 250 million vehicles are in use in the United States. Around the world, there were about 806 million cars and light trucks on the road in 2007; they burn over 260 billion gallons of gasoline and diesel fuel yearly. The numbers are increasing increasing rapidly, rapidly, especially especially in China and India. In the opinion of some, some, urban urban tran transp sport ort syst system emss base based d aroun around d the the car have have prove proved d unsust unsustai aina nabl ble, e, consuming excessive energy, affecting the health of populations, and delivering a declin declining ing level level of service service despit despitee increa increasin sing g invest investmen ments. ts. Many Many of these these negative impacts fall disproportionately on those social groups who are also least likely to own and drive cars. The sustainable transport movement focuses on solutions to these problems.

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In 2008, 2008, with with rapid rapidly ly risi rising ng oil oil price prices, s, indus industr trie iess such such as the the auto automo moti tive ve industry, are experiencing a combination of pricing pressures from raw material cost costss and and chan change gess in cons consum umer er buyin buying g habi habits ts.. The The indu indust stry ry is also also faci facing ng increasing external competition from the public transport sector, as consumers re-evaluate their private vehicle usage. Roughly half of the US's US's fifty-one light light vehicle vehicle plants plants are projected to permanently permanently close in the coming years, with the loss of another 200,000 jobs in the sector, on top of the 560,000 jobs lost this decade. decade. Combined Combined with robust growth in China, in 2009, this resulted in China becoming the largest automobile market in the world. Indian Automobile History

The origin of automobile is not certain. In this section of automobile history, we will will only only disc discus usss about about the the phas phases es of auto automo mobi bile le in the the deve develo lopm pmen entt and and modernisation process since the first car was shipped to India. We will start automotive history from this point of time. The automobile industry has changed the way people live and work. The earliest of modern cars was manufactured in the year 1895. Shortly the first appearance of the car followed in India. As the century truned, three cars were imported in Mumbai (India). Within decade there were total of 1025 cars in the city. The dawn of automobile actually goes back to 4000 years when the first wheel was used for transportation in India. In the begining of 15th century Portuguese arrived in China and the interaction of the two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power. By 1600s small steam-powered engine models was developed, but it took another century before a full-sized engine-powered vehicle was created.

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The actual horseless carriage was introduced in the year 1893 by brothers Charles and Frank Duryea. It was the first internal-combustion motor car of America, and it was followed by Henry Ford's first experimental car that same year. One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that featured a quiet 6-cylinder engine, leather interior, folding wind windsc scree reens ns and and hood hood,, and and an alum alumin inum um body body.. It was was usua usuall lly y drive driven n by chauffeurs and emphasis was on comfort and style rather than speed. During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum body. The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that suited more to the needs of families. In 1930s, vehicles were less boxy and more more stream streamlin lined ed than than their their predec predecess essors. ors. The 1940s 1940s saw featur features es like like automatic transmission, sealed-beam headlights, and tubeless tires. The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It was built on compact and stylized lines, and was capable of 230 kmh (144 mph). This was the Indian automobile history, and today modern cars are generally light, aerodynamically shaped, and compact. Emerging India Auto market

India auto market is a promising industrial sector that is growing immensely ever every y pass passin ing g year year.. Pass Passen enge gerr cars cars are are refe referr rred ed to, to, thro throug ugh h use use of word word "automobile." Whooping growth experienced by Indian auto market in last financial year itself, itself, that is financial year end in February, 2007, was very close

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to a 18 percent over previous fiscal. This statistical fact is a glittering example of potential of growing auto industry in India. As per survey survey conduc conducted ted by Societ Society y of Indian Indian Auto Auto Manufa Manufactu cturers rers,, total total number of automobiles manufactured by auto industry in India, throughout financial financial year 2006-07, was very close to 15.5 lakh (1.5 million) margin. margin. Huge of numb number er of auto automo mobi bile less manu manufa fact ctur ured ed by auto auto indu indust stry ry in Indi Indiaa was was an enormous growth upon number of autos manufactured during previous fiscal, that ended in 2006. Total number number of cars that were exported from India were very close to 2.0 lakh (2.0 hundred thousand) margin, an encouraging sign for auto industry in India. Export of cars manufactured in India comprised nearly 13 percent of total number of cars manufactured domestically by auto industry in India. India auto market looks set to prosper, largely due to growing market for automobiles that is developing in India. In financial year that ended in February, 2004, Indian auto markets were fastest growing gr owing in world, with registered growth rate touching nearly 20 percent. Auto industry in India mainly comprises of small car section, which enjoys nearly a 2/3rd market share of entire market for autos in India. In this respect, Indian markets are largest in world for small cars, behind Japan. Indian passenger passenger car market which ranks amongst largest in world, is poised to become even more larger and enter top five passenger car markets in world in next decade

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COMPANY PROFILE

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MARUTI SUZUKI

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. The Indian government held an initial public offering of 25% of the company in June 2003. As of 10 May 2007, Govt. of India sold its complete share to Indian financial institutions. With this, Govt. of India no longer has stake in Maruti Suzuki. Maruti Maruti Suzuki Limited Limited (MSL) was established established in February February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time was the only modern car available in India, its' only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold in India and various several other countries, depending upon export orders. Models similar to Marutis (but not manu manufa fact cture ured d by Maru Maruti ti Suzu Suzuki ki)) are are sold sold by Suzu Suzuki ki and and manu manufa fact ctur ured ed in Pakistan and other South Asian countries. The company annually exports more than 50,000 cars and has an extremely large domestic domestic market in India selling over 730,000 cars annually. annually. Maruti 800, till 2004, was the India's 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 worldwide so far. Currently, Maruti Alto tops the sales charts and Maruti Swift is the largest selling in A2 segment. 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

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term "Maruti", in popular Indian culture, was associated to the Maruti 800 model. Maruti Maruti Suzuki Suzuki India India Limite Limited, d, a subsid subsidiar iary y of Suzuki Suzuki Motor Motor Corpor Corporati ation on 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. Maruti’s Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Dies Diesel el Engi Engine ne plan plantt with with an annu annual al capa capaci city ty of 100, 100,00 000 0 engi engine ness and and transmissions. Manesar 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. Duri During ng 2007 2007-0 -08, 8, Marut Marutii Suzu Suzuki ki sold sold 764, 764,84 842 2 cars cars,, of whic which h 53,0 53,024 24 were were exported. In all, over six million Maruti cars are on Indian roads since the first car was rolled out on 14 December 1983. Maruti Suzuki offers 15 models, Maruti 800, Omni, Esteem, Baleno, Alto, Versa, Ritz, Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara. Swift, Swift dzire, A star and SX4 are manufactured in Manesar, Gran Grand d Vita Vitara ra is impo import rted ed from from Japa Japan n as a comp comple lete tely ly buil builtt unit unit (CBU (CBU), ), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant. Suzuki Motor Corporation, the parent company, is a global leader in mini and compact compact cars for three decades. Suzuki’s Suzuki’s technical technical superiority superiority lies in its ability ability

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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 ten years in a row 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 people's 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 Maruti’s mission to motorise India.

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ORGANISATIONAL STRUCTURE

Chairman-

_ Mr. R. C. Bhargava

Managing Director and CEO – Mr. Shinzo Nakanishi Director

_ Mr. Manvinder Singh Banga

Director

_ Mr. Amal Ganguli

Director

_ Mr. D. S. Brar

Director

_ Mr. Keiichi Asai

Director

_ Ms. Pallavi Shroff

Director

_ Mr. Osamu Suzuki

Director

_ Mr. Shuji Oishi

Director

_ Mr. Kenichi Ayukawa

Director Director and Managing Managing Executi Executive ve Office Officerr (Productio (Production)n)- Mr. Tsuneo Ohash

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ORGANISATION PROFILE

POPULAR VEHICLES AND SERVICES LTD.

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Popular Vehicles & Services Ltd. established in 1983-84 was among the first batch of Maruti Udyog dealers appointed in India. A subsidiary of the Popular Group which traces its history to 1939 and has interests in automobile spares and education, Popular Vehicles & Services Ltd. has established an envious position in automobile retailing. It is the first Maruti Dealership in Kerala, started in 1983-84 at Thiruvananthapuram, the capital city of Kerala. The Kochi branch has been functioning since October 1985 and the Third dealership was started at Kozhikode in 1996. Popular's first Maruti Dealership outside kerala was inaugurated on March 2003 at Chennai. The group has grown into a business house with a turnover over Rs.1000 crores and Employee strength above

4500.

Highlights * Only car dealer in India to have ISO-9002 for 6 locations.

* Sells over 18000 Matuti cars in Kerala per annum. * Sells over 3000 Maruti cars in Chennai per annum. * Services nearly 1,20,000 Maruti cars every day. * Popula Popularr is the No.1 No.1 Maruti Dealer Dealershi ship p in IndiaIndia- All India India Maruti Maruti Dealer Dealer conference 2004 * Sales outlets and service stations stations in all major major districts in Kerala. * True Value Outlets Outlets – Chennai, Kochi, Kochi, Thiruvananthapura Thiruvananthapuram, m, Kottayam, Kottayam, and Kozhikode. * Maruti Driving School (MDS) : Kochi and Kottayam. GROUP COMPANIES

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Kuttukaran Institute of HRD

The Instituted located in Cochin has been offering several courses of vocational training since inception in 1987. Fired by the mission,’An endeavour to bring out excellence in individuals’, KIHRD has established itself as a quality centre for education and training.The wellqualified and competent faculty.

The courses offered include: •

Automobile Engineering.

•

Hotel Management.

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Fashion Designing.

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IT solutions.

•

Management

Corp Corpora orate te Trai Traini ning ng Sprea Spread d over over an area area of 25,0 25,000 00 sq.f sq.ft. t.,, the the inst instit itut utee has has facilities like a library with a judicious collection of over 12,000 books, a well established Computer lab with over 50computers, Audio Visual Aids such as OHP, Slide Projector, PA Systems,TV and Audio System ACand Non AC Class rooms rooms and and Conf Confere erenc ncee room rooms. s. Host Hostel el faci facili liti ties es for for both both boys boys & girl girlss are provided. The institute is also the study centre of courses offered by prestigious universities like IGNOU Bharathiar university. university. . KIHRD Special Features •

Selection based on Test and Interview.

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Classes on Personality Development, Spoken English and Computer.

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Practical oriented class room training.

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Hands on training in Popular Group of Companies.

•

Regular Evaluation, Monthly Test and Project work.

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Customers Brand Awareness 2009 •

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Final Examination based on Theory , practical, emergency handling and viva

Placement Cell

Placement services are available for our students and public on registration

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PRODUCT PROFILE

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Maruti Alto. Alto is the most economical car from the Maruti stable at 17.6 km/l*, it has few competitors competitors who can match its city friendly design. The most fuel efficient car in the the A2 segm segmen entt (Petr (Petrol ol), ), the the Marut Marutii Alto Alto has has been been a runa runawa way y succ succes ess. s. Designed with versatility in mind, the car has a smart compact body with speed sensitive electronic power steering. With ample boot space, it can accommodate your shopping, sports or luggage needs on your trip of adventure. And what’s more it is a brilliant performer with outstanding fuel efficiency, impressive road handling and a refined MPFI engine beneath the stunning looks.

Specifications WEIGHT Kerb weight

Alto

720 kg

Alto LX / Alto LXi

735 kg

Gross Gross vehi vehicle cle weight weight 1165 1165 kg ENGINE

Swept volume

796 cc

Engine type

FC engine, 4 valves per cylinder MPFI

No. of cylinders

3

Engine co control

32 bi bit co computer

Maxi Maximu mum m powe powerr 47 PS PS @ 6200 6200 rpm rpm Maximu Maximum m torqu torquee 62 Nm Nm @ 3000 3000 rpm Transmission SMS VATAKARA

5 sp speed, al all sy synchrom romesh, ma manual 33


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SUSPENSION SYSTEM Front

McPherson strut with torsion type Roll Control Device Rear

Coil spring Gas-Filled Shock Absorbers With Three-Link Rigid Axle and Isolated Trailing Arms SEATING

Capa Capaci city ty 5 perso persons ns TYRES

Tyre Tyre size size 145 145 / 80 R12 R12 Overall length

3495 mm

Overall width

1475 mm

Overall height

1460 mm

Wheelbase

2360 mm

Tread

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Front

1295 mm

Rear

1290 mm

Minimu Minimum m turnin turning g radius radius

4.6 m

Ground clearance

160 mm

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Colours

1.Superior white 2 Bright Red 3. Brilliant Yellow 4. Midnight Black 5. Caribbean Blue 6. Pearl Silver 7. Silky Silver 8. Metallic Wine Red Customer satisfaction in maruthi Alto

The Alto is an Indian made version of the Suzuki Alto which was launched in the year 1979 and has gone enormous evolution ever since. The Maruti Alto however was introduced in the Indian markets on the 27th of September, 2009. This car has received phenomenal response in India since its launch and has been India's India's most selling car for 3 consecutive consecutive years. It was also the first car to have crossed the mark of selling selling more than 2 lakh cars and also 1 million units of sales in the entire Indian automobile industry in a record time. The main features of this car which are responsible for the overwhelming sales are the fuel efficiency and the Maruti Alto price. The Maruti Alto has been exported to a lot of countries all over the world including Europe. The car boasts of the widest service network with around 2769 authorized centres present in over 1235 towns and cities. It has a 796 cc

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gasoline engine which has 3 cylinders which consist of 4 valves each. The maximum power that can be achieved with this engine is of 47 PS (35 kW). The acceleration takes about 20 seconds to reach from 0-100 km/h. The top speed the car can reach is that of 137 km/h (85 mph). The affordability of the car is further enhanced by the mileage of the car which assures assures minima minimall fuel fuel consum consumpti ption. on. The fuel fuel effici efficienc ency y of the Alto Alto is 18.3 18.3 (km/liter) on the highway, 13.6 (km/liter) and the overall efficiency is 14.5 (km/liter). The tires of the car are of the 145/80 R12 type. The brakes of the car are extremely powerful with an 8 inch booster front disc that makes the car come to a halt immediately. The front brakes are disc brakes. The Maruti Alto provides comfortable seating for 5 people including the person who is driving the car. The fuel tank capacity is of 35 liters. The car consists of high end safety features which provide for absolute security in case of any collision. The interiors of the car are also modern with comfortable seats. The car is available in a wide range of rainbow colours. There is an availability of metallic finish also. It is surprising how the alto can so efficiently combine economy with comfort and style All in all; the Maruti Alto is a car that offers absolute value for money. The Maruti Alto is offered to the public in the form of diferent variants. The base model of the car which was launched in the year 2004 was priced at approximately Rs.2.4 lakh. The Alto LX is the base model with a few added featur features es like like the air condit condition ioning ing,, fabric fabric seats, seats, cup holder holders, s, remote remote fuel fuel lid opener and others. The Maruti Alto price for this model was approximately Rs.2.7-2.75 lakh. The Alto LXi is the most high end model of the car which consists of an additional power steering along with all the features of the LX version. the recent reduction in the Maruti Alto price has added to the popularity of the car.

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DATA ANALYSIS AND INTERPRETATION

AGE

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TABLE- 1 NO. OF Sl.No. 1 2 3 4

AG E 18-25 26-35 36-45 46 & above total

RESPONDENTS 10 25 10 5 50

CHART- 1

INTERPRETATION

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% 20 50 20 10 100


Mini project

The above study shows that 50 % of Maruti Alto customers are in the age of 2635, 20 % in the age of 18-25, 20% in the age of 36-45, and 10 % in the age range of 46 and above.

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EDUCATION QUALIFICATION

TABLE – 2 Sl. No. 1 2 3 4

EDUCATION

NO. OF

QUALLIFICATION RESPONDENTS BELOW SSLC 10 SSLC 5 HSC 5 DEGREE & ABOVE TOTAL

30 50

CHART- 2

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40

% 20 10 10 60 100


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INTERPRETATION

The above study shows that 60 % of customers are degree and above,20 % are below SSLC, 10 % are SSLC and 10 % are HSC.

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INCOME GROUP TABLE- 3 INCOME SL.NO

NO.OF

GROUP BELOW 1

RESPONDENT %

1 2 3 4

LAKH 1-2 LAKH 2-3 LAKH 3-4 LAKH 4 LAKH &

30 10 5 5

60 20 10 10

5

ABOVE

0 50

0 100

TOTAL

CHART-3 INCOME GROUP

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INTERPRETATION

The above chart shows that 60 % of the customers are in th income group of below 1 lakh p.a, 20 % in 1-2 lakh,10 % in 2-3 lakh and 10 % in 4 lakh & above.

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INFORMATION ABOUT MARUTI ALTO

TABLE- 4

INDORMATION ABOUT

NO. OF

S. NO MARUTI ALTO 1 NEWS MEDIA 2 FRIENDS COMPANY

RESPONDENTS 35 15

% 70 30

0 0 50

0 0 100

3 SALESMAN 4 OTHERS TOTAL

CHART-4

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INTERPRETATION

The study shows that 70 % of the customers are got information about about Maruti Alto though News media and a 30 % though their friends.

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INFORMATION ABOUT SAFETY MEASURES TABLE- 5 SL

INFORMATION

NO. OF

NO 1 2

ABOUT SAFETY NEWS MEDIA FRIENDS COMPANY

RESPONDENTS 16 8

% 32 16

3 4

SALESMAN OTHERS TOTAL

26 0 50

52 0 100

CHART-5

INTERPRETATION

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The research result shows that 52 % of customers got information about safety measures from the company salesman, 32 % from News media and a 16 % from their friends.

MILEAGE OF THE CAR

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TABLE- 6 SL NO 1 2 3 4

NO. OF MILEAGE High Satisfied Satisfied Neutral Dis Satisfied Total

RESPONDENTS % 23 46 27 54 0 0 0 0 50 100

CHART -6

INTERPRETATION

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The study showing that 54 % of the customers are Satisfied and 46 % of customers are High satisfied with the Mileage of Maruti Alto.

ROAD GRIP

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TABLE- 7 SL

NO. OF ROAD GRIP

NO 1 2 3 4

High Satisfied Satisfied Neutral Dis Satisfied Total

RESPONDENTS % 17 34 33 66 0 0 0 0 50 100

CHART- 7

INTERPRETATION

The study shows shows that 66 % of the customers customers are satisfie satisfied, d, and 34 % are high satisfied with the road grip. SMS VATAKARA

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MAINTENANCE COST TABLE- 8

SL

MAINTENANCE

NO. OF

NO

COST

RESPONDENTS

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51

%


1 2 3 4

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High Satisfied Satisfied Neutral Dis Satisfied Total

16 31 3 0 50

32 62 6 0 100

CHART- 8 MAINTENANCE COST

INTERPRETATION

The research shows that 62 % of customer are satisfied, 32 % are high satisfied, and 6 % are Neutral with the maintenance cost.

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SEATING CAPACITY TABLE-9

SL NO

SEATING

NO. OF

CAPACITY

RESPONDENTS

%

1

High Satisfied

14

28

2

Satisfied

32

64

3

Neutral

4

8

4

Dis Satisfied

0

0

Total

50

100

CHART- 9

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INTERPRETATION

The graph shows that 64 % of customrs are satisfied , 28 % are high satisfied, and 8% are neutral with the seating capacity.

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QUALITY OF AC TABLE- 10 SL

QUALITY OF

NO 1 2 3 4

AC High Satisfied Satisfied Neutral Dis Satisfied Total

NO. OF RESPONDENTS % 10 20 39 78 1 2 0 0 50 100

CHART-10

INTERPRETATION SMS VATAKARA

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The chart shows that 78 % of customers are satisfied and 20 % are high satisfied and 2 % are Neutral with the quality of AC.

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ENGINE CAPACITY TABLE- 11 SL

ENGINE

NO. OF

NO

CAPACITY High

RESPONDENTS

%

1 2 3 4

Satisfied Satisfied Neutral Dis Satisfied Total

5 15 30 0 50

10 30 60 0 100

CHART- 11 ENGINE CAPACITY

INTERPRETATION

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The study showing that 60 % of the customers are neutral, 30 % are satisfied and 10 % are high satisfied with the engine capacity if Maruti Alto.

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INFORMATION ABOUT MILEAGE CHART -12 INFORMATION SL NO

ABOUT

NO. OF

MELEAGE 1 NEWS MEDIA 2 FRIENDS COMPANY

RESPONDENTS % 8 16 33 66

3 SALESMAN 4 OTHERS TOTAL

9 0 50

CHART-12

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18 0 100


Mini project

INTERPRETATION

The graph showing 66 % of customers got information about mileage from friends. 18 % from company salesman and 16 % customers from news media.

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DESIGN AND STYLE TABLE -13 SL

DESIGN AND

NO. OF

NO

STYLE High Satisfied Satisfied Neutral Dis Satisfied Total

RESPONDENTS 19 29 2 0 50

1 2 3 4

CHART – 13

INTERPRETATION

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% 38 58 4 0 100


Mini project

The research shows that 58 % of customers are satisfied, 38 % are high satisfied and 4 % are neutral with the design style of the car.

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SIZE OF THE CAR TABLE- 14 SIZE OF SL NO

NO. OF

THE CAR

RESPONDENTS

%

18 26 6 0 50

36 52 12 0 100

High 1 2 3 4

Satisfied Satisfied Neutral Dis Satisfied Total

CHART- 14

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INTERPRETATION

The graph shows that 52 % of the customers are satisfied , 36 % are high satisfied,and 12 % are neutral with the size of the car.

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SATISFACTION FROM THE VALUE TABLE-15 SATISFACTION SL

FROM THE

NO 1 2 3 4

VALUE Hi High Satisfied Satisfied Neutral Dis Satisfied Total

NO. OF RESPONDENTS 12 35 3 0 50

CHART -15 SATISFACTION FROM THE VALUE

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% 24 70 6 0 100


Mini project

INTERPRETATION

The study shows that 70 % of the customers are satisfied,24 % are high satisfied and 6 % are neutral with the satisfaction with the value.

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SPACE FOR LUGGAGE TABLE-16 SL

SPACE FOR

NO 1 2 3 4

LUGGAGE High Satisfied Satisfied Neutral Di Dis Satisfied Total

NO. OF RESPONDENTS 4 23 20 3 50

CHART- 16

INTERPRETATION

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% 8 46 40 6 100


Mini project

The graph shows that 46 % of the customers are satisfied, 40 % are neutral ,8% are high satisfied and 6 % are dis satisfied with the space for luggage.

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BUYING INDUCEMENT TABLE-17 SL NO

BUYING INDUCEMENT 1 Self interest Recommended by

NO. OF RESPONDENTS 34

2 friends 3 Advertisement 4 Others Total

14 2 0 50

CHART- 17 BUYING INDUCEMENT

INTERPRETATION SMS VATAKARA

69

% 68 28 4 0 100


Mini project

The graph shows the inducement of of customers to buy the car as – 68 % by self interest, 28 % recomented by friends and 4 % by advertisement.

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BRAND SELECTION TABLE- 18 BRAND SL NO 1 2 3 4

NO. OF

SELECTION RESPONDENTS High Satisfied 19 Satisfied 31 Neutral 0 Di Dis Satisfied 0 Total 50

CHART- 18

INTERPRETATION

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% 38 62 0 0 100


Mini project

The graph showing showing that 68 % of the customers customers are satisfied satisfied and 32 % are high satisfied with the brand selection.

RANKING METHOD

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Analyzing the attribute considered by the consumers while purchasing Maruti Alto. RANK ATTRIBUTE

1

2

3

4

TOTAL

STYLE

21

13

6

10

50

MILEAGE

3

21

23

3

50

PRICE

19

18

11

2

50

MAINTENANCE

9

5

11

25

50

Analyzing in weighted ranking method.

RANK ATTRIBUTE

1

2

3

4

4

3

2

1

STYLE

84

39

12

10

145

MILEAGE

12

63

66

3

144

PRICE

76

54

22

2

154

MAINTENANCE

36

15

22

25

98

TOTAL

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TOTAL

661


Style

Mini project

= (145/ 661) 100 = 21.94 %

Mileage = (144/661) 100 = 21.79 % Price

= (154/661) 100 = 23.3 %

Maintenance= (98/661)100=14.83 %

The test Showing that consumers considering style of Maruti Alto by 21.94 % , Mileage 21.79 %, Price 23.3 % and maintanence 14.83%. And the result of this test is that Price is the most considering attribute for the Customers of Maruti Alto.

CHI SQUARE TEST

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Chi-Square test is one of the simplest and most commonly used non-parametric tests tests of signif significa icance nce..

Chi-squ Chi-square are test is used to draw infere inference ncess about about the

pop popul ulat atio ion n disp dispers ersio ion, n, main mainly ly the the vari varian ance ce..

Prob Proble lems ms in soci social al resea research rch

frequently involve the counting of a number of persons, objects or responses as they occur under various various categori categories es or classificat classification. ion.

For exampl example, e, school

chil childre dren n may may be clas classi sifi fied ed and and coun counte ted d acco accordi rding ng to thei theirr read readin ing g abil abilit ity, y, math mathem emat atic ical al abili ability ty or thei theirr mode modess o beha behavi viou our. r.

Adul Adultt citi citize zens ns may may be

classified according to whether they are “ in favour of”, “indifferent to”, or “oppos “opposed ed to” a particu particular lar social social reform. reform. The chi square square test is suitable suitable for analyzing data and problems like those categories and frequencies, Chi square is perh perhap apss the the most most suit suitab able le test test to comp compar aree the the obta obtain ined ed set set of ‘obs ‘obser erve ved d frequencies in given categories with a set of theoretical or expected frequencies within them.

Chi Square = ∑[(O-E)²/E]

O= Original frequency, E= Expected frequency

Ho : Size of the car is not effecting on customers brand selection.

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Siz e

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High

Satisfied

Neutral

Dis satisfied

Satisfied (%)

(%)

(%)

(%)

36

Brand

Total

12

0

100

38

52 62

0

0

100

74

114

12

0

200

selection Total

Original Frequency (O)

Expected

(O-E)²

(O-E)²/E

Frequency (E)

36

(74*100)/200=37

1

0.03

52

(114*100)/200=57

25

0.44

12

(12*100)/200=6

36

6.00

0

0

0

0.00

38

(74*100)/200=37

1

0.03

62

(114*100)/200=57

25

0.44

0

(12*100)/200=6

36

6.00

0

0

0

0.00 Sum=12.94

CHI SQUARE = ∑[(O-E)²/E]

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=12.94 Degree of freedom = (r-1)(c-1) =(2-1)(4-1) =3 Level of significance =5% =0.05 Tabled value =7.815

Since calculated value less than tabled value, reject null hypothesis. Therefore size of the car is effecting on customers brand selection.

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SUMMARY AND CONCLUSION

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FINDINGS

FINDINGS SMS VATAKARA

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* 60 % of the the customers are belongs to the income group of below below 1 lakh p.a. * The research showing that 40 % of the customers are not much satisfied with

the space available for luggage. * Around 70 % of the customers are buying Maruti Alto Alto by self interest. * 96 % of the customers are satisfied satisfied with the the design and style of Maruti Alto. * 100 % of

customers are satisfied with the brand selection.

* The research result shows that 52 % of customers got information about safety measures from the company salesman, 32 % from News media and a 16 % from their friends. * The study study showing showing that that 54 % of the custome customers rs are Satisf Satisfied ied and 46 % of customers are High satisfied with the Mileage of Maruti Alto. * The study shows that 66 % of the customers are satisfied, satisfied, and 34 % are high satisfied with the road grip * The The resea research rch shows shows that 62 % of custo custome merr are satis satisfi fied ed,, 32 %

are high high

satisfied, and 6 % are Neutral with the maintenance cost. * The research shows that 64 % of customrs are satisfied , 28 % are high

satisfied, and 8 % are neutral with the seating capacity. * The study shows that 78 % of customers are satisfied and 20 % are high

satisfied and 2 % are Neutral with the quality of AC * The study showing showing that 60 % of the customers customers are neutral, 30 % are satisfied satisfied and 10 % are high satisfied with the engine capacity if Maruti Alto. * The research showing 66 % of customers got information about mileage from friends. 18 % from company salesman and 16 % customers from news media.

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* The research research shows that 70 % of the the customers customers are satisfied,2 satisfied,24 4 % are high satisfied nd 6 % are neutral with the satisfaction with the value. * The study shows that 70 % of the customers are got information about about Maruti Alto though News media and a 30 % though their friends.

The research shows that the middle income people are accepting the Maruti Alto as peoples car. They are much aware about the Brand. So the the Maruti Maruti Alto posse possessi ssing ng a well brand brand imag imagee among among the publi public. c.

The custo customer merss are very very

satisfied with the style, price, comfortness, mileage, maintenance cost …etc. The The cust custom omer erss who who belo belong ng to belo below w 1 lakh lakh p.a. p.a. inco income me grou group p are are more more interested with the price and after that they considering comfortness of Maruti Alto. In their view Maruti Alto is the budgeted car.

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SUGGESTION

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SUGGESTION 1. Since 40 % of the respondents strongly argued for the improvement of the

availability of space for luggage. It is the major suggestion from the customers. 2. The customers are not getting much information about the engine details of

Maruti Maruti Alto from outside. outside. Majority Majority of them are getting informati information on from the company salesman. So the advertisement should provide more details details about the engine. 3. The research research reveals that only only 4 % of the customers customers induced induced to buy Maruti Maruti Alto by the effect of advertisement. So it results that the advertisement advertisement is not so effective. So the company should should take some improvement in the advertisement. 4. Some portion of the customers are suggesting make some innovative change in the design and

style of Maruti Alto without changing the price.

5. The size of the car should be increased. 6. A little more space needed for comfort seating facility. 7. In this study study I found that Pick up of the car decreases if if you use the AC. AC. So I suggest the company to solve this problem. 8. The driver want to push the driver’s seat completely completely behind to drive comfortably because the leg room is small. I suggest the company to solve this problem. 9. Quality of Plastic is low. The customers suggesting that company should improve the quality of plastic. 10. Some respondents opinion is that Engine Noise enters the Cabin and is very annoying. So I suggest the company to solve this problem.

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LIMITATION OF THE STUDY

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LIMITATION OF THE STUDY •

Sample size taken for the study is only 50 which is small number to arrive at un biased conclusion.

•

Because of the time constraints a detailed study is not possible.

•

Scope of the study is restricted.

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CONCLUSION

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Conclusion

Since the brand awareness of consumers is the purpose of this study. Surve Survey y is cond conduc ucte ted d in Cali Calicu cutt dist distri rict ct throu through gh ques questi tion onna nair iree taki taking ng 50 customers. customers. From this this survey I got valuable valuable suggestions, suggestions, opinion opinion and views views of the custome customers. rs. The ranking ranking test showin showing g that that Price is the most most consideri considering ng attribute for for the Customers of Maruti Alto. Alto. And the Chi square test shows that the size of the car is effecting on customers brand selection.The customers have strong strong sugges suggestio tion n for improve improvemen mentt mainly mainly in the availa availabil bility ity of space space for luggag luggage. e.

The middle middle class peoples peoples are consideri considering ng the Maruti Maruti Alto as the

budgeted budgeted car. From this study study it is clear clear that Maruti Maruti Alto Alto have a good brand image among the public and the customers had been satisfied with the product performance. The customers are well aware about the performance and features of Maruti Alto.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

1. Philip Philip Kotler Kotler & Kevin Lane KellerKeller- Marketing Marketing Management. Management. 2. Kothari Kothari.C. .C.RR- Researc Research h Method Methodolo ology. gy. 3. A. Vino Vinod d Market Marketing ing Manag Manageme ement. nt. 4. www. www.wi wiki kipe pedi dia. a.co com m 5. www. www.po popu pula larv rv.c .com om 6. www. www.ma marut rutis isuz uzuki uki.c .com om 7. www. www.ga gaad adi. i.co com m

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ANNEXTURE

A STUDY ON CONSUMERS BRAND AWARENESS TOWARDS MARUTI ALTO QUESTIONNAIRE

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1. Name

Mini project

:

2. Age

: 18-25

26-35

36-45

46 &

above

3. Educational qualification : Below SSLC

SSLC

HSC

Degree &

above

4. Which income group you belongs b elongs to? Below 1 lakh

1-2 lakh

2-3 lakh

3-4lakh

4lakh & above

5. What are the attributes considered while purchasing Maruti Alto? Rank them (1-4)

Style

Mileage

Price

Maintenance

6. Where did you got information about Maruti Alto? News media

Friends

company salesman

Others

7. Where did you got information about safety measures of Maruti Alto? News media

Friends

Others SMS VATAKARA

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company salesman


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8. How satisfied are you with the mileage of the car? High Satisfied

Satisfied

Neutral

Dis

satisfied 9. Are you getting the expected road grip? g rip? High Satisfied

Satisfied

Neutral

Dis satisfied 10. How is the maintainence cost relative to your expectation? High Satisfied

Satisfied

Neutral

Dis

satisfied 11. Are you satisfied with the seating capacity? High Satisfied

Satisfied

Neutral

Dis

satisfied 12. Are you satisfied with the quality of AC ? High Satisfied

Satisfied

Neutral

Dis

satisfied

13.How did you come to know about engine capacity? News media

Friends

company salesman

Others

14. From where did you got information about mileage of Maruti Alto? News media

Friends

company salesman

Others

15. Are you satisfied with the design and style?

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High Satisfied

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Satisfied

Neutral

Dis

satisfied

16. Are you stisfied with the size of the car? High Satisfied

Satisfied

Neutral

Dis

satisfied

17. What is the degree of satisfaction derived from the product as per value paid for Maruti Alto? High Satisfied

Satisfied

Neutral

Dis

satisfied

18. Mention your your satisfaction regarding space available available for luggage. High Satisfied

Satisfied

Neutral

Dis

satisfied

19.What induced you to buy Maruti Alto? Self interest

By friends

Advertisement

Others

20.Are you satisfied with your brand selection? High Satisfied satisfied

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Satisfied

94

Neutral

Dis

Customers Brand Awareness on Maruti Alto

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