Maruti

Suzuki India Ltd. is a subsidiary company of Japanese Automobile Suzuki motor corporation. share in India : 44.9% range of cars . : Gurgaon and Manesar

Market

Complete

Manufacturing

A DOUBT IS OFTEN BETTER THAN OVER CONFIDENCE Redefining problems to reaching conclusions.

Project Objectives
To

analyze the consumer behavior towards Maruti Suzuki as a brand now.

find out what all factors do the consumers consider before buying a car. compare sales figures of Maruti Suzuki with its competitors. find out the factors that is affecting the market share of Maruti Suzuki.

To

To

To

Data collection took long time and huge cost

Unwillingness to answer by respondents.

Inaccuracy and delay in collecting data on controversial issues.

Information by field study and surveys. Filled up questionnaires in Delhi/NCR region.

To check relationship between variables. Filled up questionnaire from 50 people . Dependence of demand on affordability.

DESCRIPTIVE RESEARCH

HYPOTHESIS TESTING

Observations

Internet

Questionnaires
Collecting data By adopting convenience method.

Magazines
Publications Brochures

PRIMARY DATA

SECONDARY DATA

 The

strike lead to the decline in sales of the company and also affected the reputation of Maruti Suzuki India Limited as a Brand which became a marketing problem for the company.

Sales

10

20

BUSINESS SERVICE OTHER 70

BUYING POWER
30 25 20 no. of people (%) 15 10 5 0 25-30 30-35 35-40 Age 40-45 45-50 12 14 20 30 24

No. of people (%)

30 25 20 15 10 5 0
Ho nd a

14

Vo lks wa ge n

10

M ah in dr a

12

To yo ta

BRANDS POSSESSED BY THE CUSTOMERS

Brands
M

16

Hy un da i O th er s

26

4 18

ar ut iS uz uk i

TOP MOST PRIORITY FOR BUYING A CAR (%)

24 20 16 Style and Looks Affordability Features/ Interiors Mileage 4 26 18 Colour of the car Others

PRICING OF MARUTI SUZUKI (% )

24 40 Economical Moderately priced Expensive 36

BEST THING ABOUT MARUTI SUZUKI

Others Financing
Parameters

4 14 20 16 24 22 0 5 10 15 20 25 30

Easy Availability of spare parts Fair Price Service Centers Quality

No. of people (%)

60 50
No. of people (%)

48 36

40 30 20 10 0 Good

16

Average After sales services

Bad

SWIFT DZIRE
Available

AVAILABILITY OF MARUTI SUZUKI PRODUCTS

50 40 No. of people 30 (%) 20 10 0 Yes No Opinions Can't say 46 16

38

50 45 40 35 30 25 20 15 10 5 0 High Medium Maintanance cost 20 36

44

No. of people (%)

Low

48 50 45 40 35 30 No. of people 25 (%) 20 15 10 5 0 High

32 20

Medium RESALE VALUE

Low

More stylish (%)

14 30 12 Comletely Agree Agree Maybe Disagree Completely Disagree 24 20

CHEAPER
40 35 30 25 No. of people 20 15 10 5 0 36

22 18 15 9

Comletely Agree

Maybe Opinions

Completely Disagree

YES

Maruti Custome r?

NO

WHAT MODEL? PRICING SINCE WHEN?

WHICH COMPANY?

PRIORITY FEATURE? RECCOM ENDATIO NS

EXPECTA TIONS

AVAILABI LITY

FEATURES

MILEAGE

RATINGS

Conclusions

Strike was one of the reasons for decline in the market share of the company. Price is the most dominating factor in the minds of the customers whenever a consumer thought of buying a car. Hyundai is the toughest competitor of Maruti. Unavailability of cars affecting the market share of Maruti Suzuki This problem is due to the Manesar plant strike which the company is trying to take care of as it is opening its new plant in 2015 in Ahmedabad, Gujarat. People expect the timely availability of Maruti Suzuki cars.

Suggestions
Improve

its distribution channel They should also try to attract dealers by offering them better margins. The company should also try to offer some discounts on its new cars. Ask customers what else they want. They should also try to take some of the better promotional measures. Opening up more of service as well as more franchises.

Thank you