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“A STUDY ON CONSUMER BUYING BEHAVIOUR
WHILE PURCHASING SWIFT CAR OF MARUTI SUZUKI
IN SURAT CITY”
(Conducted on behalf of “kataria automobiles Ltd.”, Surat)
From 6th January to 6thMarch
A Project Report
DHOLA SWETA H.
ROLL NO.313
In partial fulfillment for the award of the degree
Of
Bachelor of Business Administration
Under the guidance of MS. Sudhadhara Samal
Submitted to:
Prof V.B. Shah Institute of management
VEER NARMAD SOUTH GUJARAT UNIVERSITY,SURAT
MARCH-2012
DECLARATION
I, Dhola sweta h. undersigned. A student of prof. V.B.Shah institute of management Surat.
Declare that the project report entitled “A study on consumer buying behaviour while
purchasing SWIFT CAR of Maruti suzuki in surat city ”at kataria automobiles” prepared &
submitted to sudhadhara samal asst. professor of prof. V.B.Shah Institute of management,
Surat.
This is my own work and the report prepared there in is based on my study and experience,
during the tenure of my study at 6th Jan to 6th March, 2012.
I will not use this project report in future and will not submit the same to any other university
or institute or any other publisher without written permission of my guide.
I further declare that the result of my finding and research in the subject is original in nature
and has not been previously submitted either in part or in whole to any other institute or
university for any degree. If it is found, I shall be only responsible for its consequences.
Place: Amroli, Surat
Date:
FACULTY GUIDE CERTIFICATE
This is to certify that Mr. /Miss. Dhola sweta h. Roll. No 313 a student of marketing
specialization from prof.v.b.shah institute of management, Amroli, affiliated to veer narmad
south Gujarat University, Surat, has done her full-semester project work at MARUTI
SUZUKI 6thJanuary to 6th Mrch, 2012.
The project work entitled “A study on consumer buying behavior while purchasing SWIFT
CAR of Maruti Suzuki in Surat city “embodies the original work done by her.
(MS. SUDHA DHARA SAMAL) (MR. M. V. SONI)
PROJECT GUIDE I/C PRINCIPAL
ASST. PROFESSOR
PREFACE
I undertake writing of this report of the specialization report because we are all of the very
few students who are presently undertaking education in the spare of “bachelor of business
administration” which covers total business activities.
As students of management, I must be encouraged by the growth and rapid development
taken place in the automobile sector, in India. Still recently, management is growing body.
Keeping in mind the ever development field of management and great demand for marketing
in our country, the university has arranged specialization program in many field of
management. Thus it is our moral and obligatory duty to take this part of our studies with
great enthusiasm and seriousness and give it the due importance.
The reports give information about consumers while purchasing car. The reports contain
graphical representation & interpretation with each graph and chart. For the preparation of
this report. Resrarcher has have used convenience sampling method for our survey. I have
taken guidelines from sales department of Kataria Automobiles Ltd. This training proved to
be an experience, which is required to become a true student of management and
administration.
ACKNOWLEDGEMENT
I have undergone the project work at “Kataria Automobiles Ltd”. I have collected the
information, which is included in this report. I take the opportunity to express the feeling of
grateful towards Veer Narmad South Gujarat University for providing the project work of
T.Y.B.B.A
I also thank to Prof. M.V.SONI the CO-ORDINATOR of PROF. V.B.SHAH INSTITUTE
OF MANAGEMENT & R.V. PATEL COLLEGE OF COMMERCE for giving me an
opportunity for project work at Kataria Automobiles Ltd, and I also express my regard and
gratitude to my guide Prof. SUDHADHARA SAMAL for his valuable guidance and help
through out my project.
I really thanks to Mr. Rohan Kataria (Managing Director of Kataria Automobiles Ltd.)
Director Mr. Rakesh Kataria and CEO of Kataria Automobiles Ltd, and also Marketing
Manager for their co-ordination and help in accomplishing my project report at this moment.
I am also very much thankful to all those who supported me during the deed of the project
work.
Yours faithfully,
Dhola sweta H.
T.Y.B.B.A (SEM—VI)
(Roll No: 313)
CONTENT OF TABLE
CHAPTER
NO
PARTICULAR PAGE
NO
CHAPTER-1 INTRODUCTION
1.1 BIRTH OF CAR `1
1.2 BIGNNING OF CAR IN INDIA 3
1.3 EVENTS AND MILESTONES 4
1.4 HISTORY OF MARUTI SUZUKI COMPANY 6
1.5 TIMELINE OF MARUTI SUZUKI 7
1.6 COMPANY PROFILE 10
1.7 HISTORY OF KATARIA AUTOMOBILES 11
CHAPTER-2 THEORITICAL BACKGROUND
2.1 CONCEPT OF CONSUMER BUYING BEHAVIOR 13
2.2 MODEL OF BUYING BEHAVIOR 14
2.3 FACTOR AFFECTING BUYING BEHAVIOR 15
2.4 MODEL OF CONSUMER BUYING PROCESS 18
CHAPTER-3 PROBLEM IDENTIFICATION
3.1 PROBLEM IDENTIFICATION 20
3.2 SCOPE OF THE STUDY 20
3.3 OBJECTIVE OF THE STUDY 21
3.4 SIGNIFICANCE OF THE STUDY 21
3.5 LIMITATION OF THE STUDY 22
CHAPTER-4 RESEARCH METHODOLOGY
4.1 MARKETING RESEARCH 23
4.2 RESEARCH DESIGN 25
4.3 CHOICE OF RESEARCH DESIGN 26
4.4 TYPES OF DATA COLLECTION 27
4.5 SAMPLING PLAN 28
CHAPTER-5 DATA COLLECTION & ANALYSIS 29
TABLE
CHART
INTERPRETATION
CHAPTER-6 HYPOTHESIS TESTING
CHAPTER-7 FINDING & CONCLUSION 39
CHAPTER-8 SUGGETIONS 40
-REFERENCE MATERIAL
BIBLIOGRAPHY 41
ANNEXURE
-QUESTIONNAIRE
-PHOTOGRAPHIC
LIST OF TABLE
NO. TABLE NO PAGE NO.
1 TABLE: 1 29
2 TABLE: 2 30
3 TABLE: 3 31
4 TABLE: 4 32
5 TABLE: 5 33
6 TABLE: 6 34
7 TABLE: 7 35
8 TABLE: 8 36
9 TABLE: 9 37
10 TABLE: 10 38
11 TABLE: 11 38
LIST OF CHART
NO. CHART NO. PAGE NO.
1 CHART: 1 29
2 CHART: 2 30
3 CHAET: 3 31
4 CHART: 4 32
5 CHART: 5 33
6 CHART: 6 34
7 CHART: 7 35
8 CHART:8 36
9 CHART: 9 37
10 CHART: 10 38
CHAPTER: 1INTRODUCTION
1.1 BIRTH OF CAR
1.2 BIGNNING OF CAR IN INDIA
1.3 EVENTS AND MILESTONES
1.4 HISTORY OF MARUTI SUZUKI COMPANY
1.5 TIMELINE OF MARUTI SUZUKI
1.6 COMPANY PROFILE
1.7 HISTORY OF KATARIA AUTOMOBILES
1.1BIRTH OF THE CAR
In 1769 the very first self-propelled car was built when Nicolas Cugnot, 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
Cugnot's 'car' was capable of attaining speeds of upto 6 kms/hour, it was far too heavy and
slow to be of practical use.
In 1771 he again designed another steam-driven engine that ran so fast that it rammed into a
wall, recording the world’s first accident.
In 1807 Francois Isaac de Rivaz designed the first internal combustion engine. He to develop
the world’s 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. In 1862 he
again built an experimental vehicle driven by his gas-engine, which ran at a speed of 3
kms/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 for 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 to the streets. The earlier attempts, though successful, were
steam-powered road-vehicles.
The season of experiments continued across the seas in the United States where Henry Ford
began work on a horseless carriage in 1890. He went several steps forward and in 1896,
completed his first car, the Quadricycle in 1896. This was an automobile powered by a two-
cylinder gasoline engine. The Ford Motor Company was launched in 1903 and in 1908 he
catapulted his vehicle, Model ‘T’ Ford to the pinnacle of fame. Continuing with his
innovations, he produced this model on a moving assembly line, thus introducing the modern
mass production techniques of the automobile industry.
The modern car therefore comes from a long list of venerated associates, and its heredity
will, hopefully.
1.2 BEGNNING OF CAR IN INDIA
From the singsong rhythm of the bullock cart to the jet-age, India has traveled a long way. An
average Indian’s dream car may not be the design Honda or the stately limousine, but he sure
can dream, and afford, the Maruti now.
It was in 1898 that the first motorcar rode down India’s roads. From then till the First World
War, about 4,000 cars were directly imported to India from foreign manufacturers. The
growing demand for these cars established the inherent requirements of the Indian market
that these merchants were quick to pounce upon.
The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier Autobackmobile
(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.
1.3 EVENTS AND MILESTONES
A behind- the- scenes look into the making of one of India's 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 Government's protectionist policies, the advantages hitherto enjoyed by
the Indian car manufacturers 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
manufacturers 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, delicensing of some ancillary products, broad banding of the products and
modification in the licensing policy. Also, the concessions it gave to the private sector and
the new foreign collaboration 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 India's most
successful car- the Maruti.
1991 - Under the Govt.'s new National Industrial Policy, the license raj was dispensed with,
and the automobile industries were allowed to expand freely.
1993 - With the winds of liberalization sweeping the Indian car market, many multinationals
like Daewoo, Peugeot, general Motors, Mercedes-Benz and Fiat came into the Indian car
market.
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 manufacturers in India in the coming millennium. There were two successively
stringent emission levels to be met by April 2000 and April 2005, respectively. These norms
were benchmarked on the basis of those already adopted in Europe, hence the names Euro I
(equivalent to India 2000) and the Indian equivalent of Euro II.
1999 - The Hon’ble Supreme Court passed an order directing all car manufacturers to comply
with Euro I emission norms (India 2000 norms) by the 1st of May, 1999 in National Capital
Region (NCR) of Delhi. The deadline was later extended to 1st June, 1999.
1.4 HISTORY OF MARUTI SUZUKI COMPANY
Maruti Udhyog 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.
Suzuki Motor Company was chosen from seven prospective partners worldwide. This was
due not only to their undisputed leadership in small cars but also to their commitment to
actively bring to MUL modern technology and Japanese management practices (which had
catapulted Japan over USA to the status of the top auto manufacturing country in the world).
A license and a Joint Venture agreement were signed between Govt of India and Suzuki
Motor Company (now Suzuki Motor Corporation of Japan) in Oct1982.
The objectives of MUL :
Production of fuel-efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles which was necessary for economic
growth
Maruti created history by going into production in a record 13 months.
On 14 December 1983, the then Prime Minister of India, Mrs Indira Gandhi,
released the first vehicle for sale by handing over the keys of a Maruti 800 to
Mr.Harpal Singh of Delhi.
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 achieved
by any other car company in India. Maruti is the highest volume car manufacturer in
Asia, outside Japan and Korea, having produced over 4 million vehicles by April
2003. And from 2005-06, Maruti Suzuki company is producing a car in every 36
second.
Maruti (subsidiary of Suzuki), has made profits every year since inception except 2000-01. In
2001-02, we made a profit (before tax) of Rs 1183 million. In 2002-03, the profit (before tax)
rose to Rs 2821 million, recording a growth of 138.4%over the previous year.
Maruti revolutionized the way Indians looked at cars. "No other car company so completely
dominates its home market" - (The Economist). MUL is the first and only car company in the
world to lead its home market in terms of both market share and in the JD Power Customer
Satisfaction study (JD Power Asia Pacific 2000 India Customer Satisfaction studies). It is
also the only car company in the world to be Top ranked four times in a row (2000, 2001,
2002 & 2003).
1.5 Timeline of Maruti Suzuki1999
Six new releases:
o Maruti 800 EX ( 796cc, hatchback car)
o Zen LX (993cc, hatchback car)
o Zen VXi (993cc, hatchback car with power steering)
o Omni XL ( 796cc, MUV, high roof)
o Baleno (1600cc, 3 Box Car) released. Advertised as 'Maruti Suzuki
Baleno'
o Wagon R launched in market.
2000
First car company in India to launch a Call Center for internal and customer
services.
New Alto model released.
Altura, a luxury estate car released into the market.
IDTR (Institute of Driving Training and Research) launched jointly with the
Delhi government to promote safe driving habits
2001
Zen LXi
Maruti True Value launched in Bangalore and Delhi
Maruti Versa, India’s first luxury multi-purpose vehicle launched.
Alto Spin LXi, with electronic power steering
Alto Vxi
Customer information centers launched in Hyderabad, Bangalore and Chennai
2002
WagonR Pride
Esteem Diesel. All other variants upgraded
Maruti Insurance. Two new subsidiaries started: Maruti Insurance Distributor
Services and Maruti Insurance Brokers Limited
Alto Spin LXi, with electronic power steering
Special edition of Maruti 800, India’s first colour-coordinated car
Maruti True value in Mumbai
Maruti Finance in Mumbai with 10 finance companies
Suzuki Motor Corporation (SMC) increases its stake in Maruti to 54.2 percent
2003
New Suzuki Grand Vitara XL-7
Redesigned and all-new Zen
New upgraded WagonR
Enters into partnership with State Bank of India
4 million vehicles Produced since start of production.
Maruti Udyog Ltd is Listed on BSE and NSE after a public issue, which is
oversubscribed 10 times.
2004
New (non A/C) variant of Alto released.
Alto becomes India's new best selling car overtaking Maruti 800.
LPG variant of 'Omni Cargo'
Versa 5-seater, a new variant created
Baleno LXi, a new variant created
Esteem undergoes cosmetic changes and is re-launched with a price cut.
Maruti Udyog closed the financial year 2003-04 with an annual sale of 472122
units, the highest ever since the company began operations 20 years ago
2005
The fiftieth lakh (5 millionth) car rolls out in April, 2005
Growth in overall sales by 15.8%
Suzuki Swift(1298cc 87 BHP 4Dr Hatch) Introduced into the Indian Market.
1.6 COMPANY PROFILE
Board of Directors
Name Designation
Mr. Manvinder Singh Banga Director
Mr. Kumar Mangalam Birla Director
Mr. Kinji Saito Director
Mr. R.C. Bhargava Director
Mr. Shinichi Takeuchi Joint Managing Director
Mr. Amal Ganguli Director
Ms. Pallavi Shroff Director
Mr. Shinzo Nakanishi Chairman / Chair Person
Mr. S.V. Bhave Director
Mr. Jagdish Khattar Managing Director
Mr. O Suzuki Director
Mr. Hirofumi Nagao Joint Managing Director
Key Executives
Name Designation
Mr. S.Ravi Aiyar Company Secretary & Chief Legal
Officer
1.7 History of Kataria Automobiles Ltd.
(An Authorized Dealer of Maruti Suzuki)
Kataria group has introduced, as one of the diversified business enterprise, with the operation
in the spanning field, from transport to the telecom industry. Kataria started its operation and
makes a name with the transport business and very soon become one of the largest fleet in the
industry.
Than after Kataria group has take entry in automobiles industry, with a two-wheeler
dealership in 1983. After that we were developed our business with four-wheelers dealership
of Maruti Suzuki Ltd at Dariapur Darwaja in ahemdabad and it is the head-office of Kataria
Automobiles Ltd. The last decade has been us growing and to be one of the largest dealer of
Maruti Suzuki in India.
Now-a-days Kataria Automobiles has opened number of branches and Workshops as below
given table.
CITY
NUMBER OF
SHOWROOMS
NUMBER OF
OUTLATES
NUMBER OF
WORKSHOPS
Ahemdabad 3 4 3
Surat 3 - 3
Bardoli 1 - -
Navasari 1 - 1
Palanpur 1 - -
Anand 1 - 1
Vapi 1 - 1
Mahesana 1 - -
Valsad 1 - 1
Nadiad 1 - -
We are ISO certified company with Quality system-ISO-9001-2000.
We are one of the Maruti dealer in Gujarat during course of time we have grown as a
company and having 3 Maruti Showroom. Three full-fledged workshop at Surat One
at Varachha and another at parlepoint and another at piplod.
J. D. Power Survey has rated us as No. 1 in CUSTOMER SATISFACTION amongst
all India Maruti dealers.
We have been awarded a prestigious PLANTIUM DEALERSHIP award for
continuously three years.
COMPANY PROFILE
Board of Directors
Name Designation
Mr. Rajendra Kumar KatariaDirector
Mr. Rohan Kumar Kataria Director
CHAPTER: 2THEORATICAL BACKGROUND
2.1 CONCEPT OF CONSUMER BUYING BEHAVIOR
2.2 MODEL OF BUYING BEHAVIOR
2.3 FACTOR AFFECTING BUYING BEHAVIOR
2.4 MODEL OF CONSUMER BUYING PROCESS
2.1 CONCEPT 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 organization 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, groups 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 products 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 be in touch with their deeper motivations. They are
responding to influences that change their mind at the last minute. A buyer makes take a
decision whether save or spend the money.
Definition of buyer 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
products & service."
2.2 MODEL OF BUYING BEHAVIOR
The wealth of product and services produced in a country make our economy strong. Almost
all the products, wish are available to buyers, have a number of alternatives supplies that is
substitute products are available to consumers, who make a decision to buy a product.
Therefore, a seller most of his time seeks buyers and tries to please them.
Buyer’s decision Product choiceBrand choiceDealer choicePurchaseTiming Purchase
Marketing stimuli
Other stimuli
ProductPricePlacePromotion
Economic Technological Political Cultural
Buyers
Characteristic
Buyer’s
Decision process
Cultural
Social
Personal
Psychological
Problem
Recognition
Information search
Evaluation of
alternatives
Purchase decision
2.3 FACTOR AFFECTING BUYING BEHAVIOR
1. Cultural Factors.
A. Culture: Culture is the most fundamental determinant of a person wants
and behavior. 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 subculture that provides
more specific identification 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 occupation, education and areas of residence. Social
classes differ in their dress 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 lifestyle
and ours. They also influence the person’s attitude. There 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 group. We can
distinguish between two families in the buyer behavior. The family of
orientation consists of one’s 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 behavior is one’s family of procreation namely one’s spouse
and children.
C. Role and Status: A person participates in many groups throughout life,
family, club, and organization. The person’s 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 person’s 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 marketer 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
manager, engineer, lawyer and physician.
C. Lifestyle: People coming from the same sub culture, social class and
occupation may lead quite different life styles. a person’s life style is the
person’s patterns of living in the world 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
motive 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 individual’s behavior 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 influences 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 person’s 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 linking or disliking an object moving towards or away from it.
2.4 MODEL OF CONSUMER BUYING PROCESS
1. Reorganization of unsatisfied need: When a person has an unsatisfied need,
the buying process begins to satisfy the nature of high wants indicates the speed with
which a person moves to fulfill the unsatisfied wants which is of high pressing need
on the basis of need and its urgency from the order of priority. Marketers should
finish the information of selling points.
2. Identification of Alternatives: Different alternatives are available in
market. The consumer knows about the brand of product. this gives maximum
Post Purchase Behavior
Purchase Decision
Evaluation Of Alternatives
Identification of Alternatives
Reorganization of unsatisfied
need
satisfaction. There are many sources, friends, neighbor, etc. and marketer, salesmen,
advertising display, sales, promotion, newspaper, television etc.
3. Evaluation Of Alternatives: This is a critical stage specially with regard to
costly items. Consumers have different views on different alternatives. The attributes,
tests, colors, price, durability, etc have different preferences. All the details of the
attributes ate provided by the marketers on the basis of the number of alternatives.
4. Purchase Decision: By considering the likes and dislikes of alternatives, one is
about to take a decision as to buy or not to buy one will consider with reference to
product, type, price, quality, etc. A seller can facilitate such consumers to understand
the product through the product through advertisement.
5. Post Purchase Behavior: Feedback information is important as far as seller is
concerned. A brand preference naturally repeats sales to a marketer. A satisfied buyer
is a silent advertisement. If the purchase brand fails to give the expected satisfaction
to buyer, it affects the sales negatively. A satisfying experience of buyer tends to
strength the brand preference.
CHAPTER: 3PROBLEM IDENTIFICATION
3.1 PROBLEM IDENTIFICATION
3.2 SCOPE OF STUDY
3.3 OBJECTIVE OF STUDY
3.4 SIGNIFICANCE OF STUDY
3.5 LIMITATION OF STUDY
3.1 PROBLEM IDENTIFICATION
Problem identification is one of the most important parts in taking out a project report. As the
problems are not identified in correct manner a survey will not able to understand or it will be
very difficult for him to bring out the proper data and information from the project will know
all the problems, his work will become easier and he will come out an appropriate data.
To learn the concept for attracting the buyers.
To learn the consumer behavior regarding cars.
To study the dominating factors responsible for the market trend.
To identify the potential buyers.
To analyze the competitive market.
3.2 SCOPE OF THE STUDY
As researcher has selected the subject of studying the “buying behavior of the consumer”,
with special reference of Surat city. The scope of the study is limited to Surat city only.
And as we know we have got limited area to study with the time limit of only two months,
researcher has gathered all the information about the kind of consumers, who are planning to
purchase swift. Researcher has hope the survey have done will be very much helpful to the
company.
3.3 OBJECTIVE OF THE STUDY
The main objective of this study is to study the consumer buying behavior regarding cars.
To know which criteria are required by consumer while purchasing swift
Car.
To know whether consumer have positive attitude for purchasing swift
Car or not.
To know the market potential of swift car of Maruti Suzuki in surat city.
3.4 SIGNIFICANCE OF THE STUDY
Study will help to show the consumer buying behavior for purchasing
Swift Car in Surat city.
It also helps to know the problem faced by consumer regarding
Purchasing car.
It will help to know which types of facilities are demanded by consumer
Regarding Purchasing car.
It will help to know market potential regarding purchasing swift car in surat
city.
3.5 LIMITATION OF STUDY
There are number of limitations but from them few are as below.
The geographical area is very large so it is very difficult to cover in short
Duration of time for project purpose
The duration of time is two month is not enough for study.
The knowledge of customer is limited.
The study is totally depended on customer response they may providing
Incorrect data.
CHAPTER: 4RESEARCH METHODOLOGY
4.1 MARKETING RESEARCH
4.2 RESEARCH DESIGN
4.3 CHOICE OF RESEARCH DESIGN
4.4 TYPES OF DATA COLLECTION
4.5 SAMPLING PLAN
4.1 MARKETING RESEARCH
MEANING: -
Marketing research involves the used of surveys, tests, and statistical studies to analyze
consumer trends and to forecast the qualitative and locale of a market favorable to the
profitable sale of products or service. The social sciences are increasingly utilized in
customer research. Psychology and sociology, for example, by providing clues to people’s
activities, circumstances, wants, desires, and general motivation, are keys to understanding
the various behavioral patterns of consumers.
Attached with applications from the social science has been the introduction of modern
measuring methods when surveys are made to determine the extent of markets for a particular
product. These methods include the use of statistics and the utilization of computers to
determine trends in consumer’s desires for various products. Scientific analysis is being used
in such areas as product development, particularly in evaluating the sales potential of new
product idea. For example, use is made of mathematical models, that is, theory-based
projections of social behavior in a particular important marketing decision, including those
relating to the type and extent of advertising, the allocation of salespeople, and the number
and location of warehouses.
Definition: -
Marketing reaches is a systematic and objective study of problems pertaining to the
marketing of goods and services. It may be emphasized that it is not restricted to any
particular area of marketing, but it is applicable to all its phases and aspect.
The American Marketing Association (AMA) has defined marketing research as follows.
“Marketing research is the function which links the consumer, customer and public to the
dealer through information used to identify and define marketing opportunities and
problems, evaluate marketing actions, monitor marketing performance and improve
understanding of marketing as a process.
Marketing research specifies the information required to address these issues, designs the
for collecting information: manages and implements the data collection process; analysis the
results: and communicates the findings and their implications.”
4.2 RESEARCH DESIGN
Definition :-
Kerlinger: research design is the plan, structure, and strategy of investigation conceived so
as to obtain answer to research questions & control variance.
Marketing research design is the arrangement of events for assembling and analyzing the data
necessary to help identify or respondent to a problem or opportunity, such that the
dissimilarity between the cost of obtaining various levels of accuracy and the expected value
of the information associated with each level of accuracy is maximized.
According to Green and Tull “A research design is the specification of methods and
procedures for acquiring the information needed. It is the over-all operational pattern or
framework of the project that stipulates what information is to be collected from which
sources by what procedures”.
4.3 CHOICE OF RESEARCH DESIGN
A research design specifies the methods and procedures for conducting a particular study.
The researcher should specify the approach be intends to use with respect to the proposed
study. Broadly speaking, research design can be grouped into three categories – exploratory
research, descriptive research and casual research.
Exploratory research: -
An exploratory research focuses on the discovery of ideas and is generally based on secondary data. It is preliminary investigation, which does not have a rigid design. This is because a researcher engaged in 80 exploratory study may have to change his focus as a result of new ideas and relationship among the variables.
Descriptive research: -
A descriptive study is undertaken when the researcher wants to know the characteristics of
certain groups such as age, sex, educational level, income, occupation etc. In contrast to
exploratory studies, descriptive studies are well structured.
Casual research: -
It maybe emphasized that the main principle of a good research design is that it must answer
the questions posed earlier. Further, the researcher should select the research design, which is
appropriate in achieving the objectives of the study. A point worth emphasizing here is that
there is no one ‘best’ research design. There are several alternative methods for solving a
particular problem. Therefore the research should not be deferred in the quest for the ‘ideal’
research design. It is through experience that one is able to select the most appropriate
research design.
4.4 TYPES OF DATA COLLECTION
1. Primary Data:
Primary data are those data which are first time gathered by the researcher for the purpose on
hand through; they are collected with help of questionnaires.
Researcher has collected the primary data through the questionnaire design to elicit necessary
information and data from the respondent.
2. Secondary Data:
This data which is some one else has already collected and analyzed but is useful to the
researcher in his study and hence he uses it.
Here researcher has selected to collect data from “primary sources” i.e. directly from the
respondents because my sample size is limited and moreover my project work is restricted
boundaries of this Surat, city. So the respondents are located in the same City. Therefore it
would be more beneficially to collect information through primary sources.
Researcher has also selected to collect data from secondary sources i.e from internet,
magazine, websites, and company records.
4.5. SAMPLING PLAN
SAMPLING UNIT
The researcher must decide first the target population, i.e. who is to be severed? The
sampling unit is the basic unit containing the element of the target population. For my
research, the sampling unit is the consumer buying behavior in Surat city.
SAMPLING SIZE
Sample size can be defined on the basic of pretesting of 20 samples. After pre testing of 20
persons. Researcher has got 85% favorable case and 15% as unfavorable case and the
confident level of 5% (Z==1.96)
N = p*q (z/e)2
Where,
N = sample size,
P = Probability of favorable customers.
Q = Probability of unfavorable customers.
Z = confident level,
E = Error
So,
P = 0.85, Q = 0.15, Z = 1.96, E = 0.05
n = pq (Z/E) 2
= 0.85 X 0.15 (1.96/0.05)2
= 0.16 (39.2)2
= 200 (randomly)
SAMPLE PROCEDURE:
Method for choosing the representative respondents call for in this stage, i.e., how should the
respondents is chosen? The sampling procedure indicates how the sample units (200) are to
be selected. Researcher has used Convenience sampling unit for surveying.
CHAPTER: 5DATA COLLECTION & ANALYSIS
-TABLE
-CHART
-INTERPRETATION
Q: 1 Do you have car?
TABLE: 1
PARTICULAR RESPONDENT PERCENTAGEYES 135 67.5%NO 65 32.5%TOTAL 200 100%
CHART: 1
YES NO0
20
40
60
80
100
120
140
135
65
Series1
Interpretation:
Above chart show that out of 200 respondent only 135 respondent have car.
Q: 2 Which company’s car do you have in the present?
TABLE: 2
PARTICULAR RESPONDENT PERCENTAGEMARUTI SUZUKI
72 53%
SKODA 15 11%FORD 5 4%HYUNDAI 26 19%OTHER 17 13%TOTAL 135 100%
CHART: 2
53%
11%
4%
19%
13%
MARUTI SUZUKISKODAFORDHYUNDAIOTHER
Interpretation:
Above chart shows that 72 respondent have Maruti suzuki car, 15 respondent have Skoda, 5
respondent have ford, 26 respondent have Hyundai or 17 respondent have other car.
Q: 3 would you like to purchase any Maruti Suzuki car in future?
TABLE: 3
PARTICULAR RESPONDENT PERCENTAGEYES 191 95%NO 9 5%TOTAL 200 100%
CHART: 3
96%
5%
YESNO
Interpretation:
Above chart shows that 191 respondent want to purchase Maruti Suzuki car in future.
Q: 4 which car do you like to purchase?
TABLE: 4
PARTICULAR RESPONDENT PERCENTAGESWIFT 183 95.82%ALTO 1 0.52%ZEN 1 0.52%SX4 6 3.14%OTHER 0 0%TOTAL 191 100%
CHART: 4
SWIFT ALTO ZEN SX4 OTHER0
20
40
60
80
100
120
140
160
180
200 183
1 1 6 0
RESPONDENT
Interpretation:
Above chart shows that most of respondent want to purchase swift car.
Q: 5 on which occasion would you like to purchase?
TABLE: 5
PARTICULAR RESPONDENT
PERCENTAGE
ON FESTIVAL 69 37.7%ON BIRTHDAY 52 28.42%START NEW JOB 10 5.46%FOR GIFT PURPOSE
15 8.2%
OTHER 37 20.22%TOTAL 183 100%
CHART: 5
ON FES-TIVAL
ON BIRTHDAY
START NEW JOB
FOR GIFT PURPOSE
OTHER0
10
20
30
40
50
60
7069
52
1015
37
RESPONDENT
Interpretation:
Above chart shows that 69 respondent want to purchase on festival, 52 respondent want to purchase on birthday, 10 respondent want to purchase when start new job, 15 respondent want to purchase for gift purpose or 37 want to purchase any time.
Q: 6 who will influence you to purchase swift car?
TABLE: 6
PARTICULAR RESPONDENT
PERCENTAGE
ADVERTISEMENT 71 38.8%FA. MEMBER 46 25.14%RELATIVE 13 7.1%FRIENDS 27 14.75%OTHER 26 14.21%TOTAL 183 100%
CHART: 6
ADVER-TISEMENT
FA. MEMBER
RELATIVE FRIENDS OTHER0
10
20
30
40
50
60
70
80
RESPONDENT
RESPONDENT
Interpretation:
Above chart shows that most of respondent say that advertisement was influence to purchase.
Q: 7 what important criteria you considered while purchasing swift?
TABLE: 7
PARTICULAR RESPONDENT
PERCENTAGE
PRICE 75 13.95%PICKUP 137 25.46%AVERAGE 137 25.46%DESIGN 45 8.36%COM. IMAGE 35 6.51%MAINTANANCE 55 10.22%LOOKS 34 6.32%COMFORTNESS 20 3.72%TOTAL 538 100%
CHART: 7
PRICE
PICKUP
AVERAGE
DESIGN
COM. IMAGE
MAINTANANCE
LOOKS
COMFORTN
ESS
020406080
100120140
75
137 137
4535
55
3420
CRITERIA
RESPONDENT
Interpretation:
From the analysis of above chart we can say that most respondent first criteria considered the
average and pick up.
Q: 8 In what basis you would like to purchase your car?
TABLE: 8
PARTICULAR RESPONDENT
PERCENTAGE
ON CASH BASIS 47 26%ON LOAN BASIS 136 74%TOTAL 183 100%
CHART: 8
26%
74%
ON CASH BASISON LOAN BASIS
Interpretation:
Above chart shows that 47 respondent want to purchase car on cash basis. Or 136
respondents want to purchase car on loan basis.
Q: 9 From where you purchase your Maruti Suzuki swift?
TABLE: 9
PARTICULAR RESPONDENT
PERCENTAGE
KATARIA 152 83%KIRAN 15 8%DHRU 16 9%TOTAL 183 100
CHART: 9
83%
8%
9%
DEALER
KATARIAKIRANDHRU
Interpretation:
Above chart shows that 152 respondent want to purchase from kataria, 15 respondent want to
purchase from kiran or 16 respondent want to purchase from dhru.
Q: 10 Why you prefer to purchase that car from specific dealer?
TABLE: 10
PARTICULAR RESPONDENT
PERCENTAGE
PRO. GOOD SERVICE
98 53.55%
NEAR TO HOUSE 23 12.57%GOOD & CO. STAFF
32 17.49%
PRO. FIN. SCHEME
30 16.39%
TOTAL 183 100
CHART: 10
PRO. GOOD SERVICE
NEAR TO HOUSE
GOOD & CO. STAFF
PRO. FIN. SCHEME
0102030405060708090
10098
2332 30
RESPONDENT
RESPONDENT
Interpretation:
Above chart shows that 98 respondent prefer because providing good service, 23 respondent
prefer because near to house, 32 respondent prefer because good & co. staff or 30 respondent
prefer because they want to financial scheme.
CHAPTER: 6HYPOTHESIS TESTING
CHAPTER: 7 FINDINGS
FINDINGS
According to survey 95% respondent want to purchase Maruti Suzuki car in future.
According to survey 95.82% respondent want to purchase swift car in future.
Generally 37.7% respondent want to purchase on festival, 28.42% respondent want to
purchase on birthday, 5.46% respondent want to purchase when start new job, 8.2%
respondent want to purchase for gift purpose or 20.22% want to purchase any time.
Advertisement, family member, friends are most influence to purchase the car.
Most respondent first criteria considered the average and pick up while purchasing car.
According to survey 74% respondent want to purchase on loan from bank or 26%
respondent want to purchase on cash basis.
According to survey 83% want to purchase from kataria.
CHAPTER: 8SUGGESTIONS
SUGGESTION
Some suggestion is as follows.
1. The company should try to give more & more after sales services because it may be
helps to improve sales.
2. The company should introduce various promotion schemes for brand building.
3. Kataria Automobiles should be give more advertisement in local news paper like a
Gujarat samachar and Sandesh, than magazines because majority person read local
newspaper than magazines.
4. Many respondents said that Kataria Automobiles have to appoint respected &
responsible person who can complete work on time.
5. In today’s competitive market company should analyze strategy of rival company
before making their own strategy.
BIBLIOGRAPHY
www.marutiudhyog.com
Reference Book Author
Marketing research G C Beri
Marketing management
WEB SUPPORT
Philip kotler
QUESTIONNAIREI, Dhola Sweta a management student conducting a study on a “consumer buying behaviour while purchasing swift car of Maruti Suzuki in Surat city”. This excise is a part of the project towards fulfilling the requirement of the management course. I would be glad if you could provide me with some of your valuable time to answer a few question. I assure you that the views convied by you will be used for my accedamic purpose only. I thank you in advance for your co-ordination.Yours truly,Dhola Sweta
(1)Do you have car? YES NO(2) Which company’s car do you have in the present? Maruti Suzuki Skoda Ford Hyundai General motors Other(3) Would you like to purchase any Maruti Suzuki car in future? YES NO(4) If yes then, which car do you like to purchase? Swift Alto Zen Sx4 Others IF SWIFT THEN,(5) On which specific occasion would you like to purchase Maruti Suzuki swift? On festival On birthday When you start new job For gift purpose Others(6) Who will influence you to purchase swift car of Maruti Suzuki? Advertisement Family member Relative Friends Other
(7) What important criteria you considered while purchasing the Maruti Suzuki’s Swift? Price Pick up Average Design Company image Maintenance Looks Comfortableness
(8) In what basis you would like to purchase your car? On cash basis On loan from bank(9) From where you purchase your Maruti Suzuki’s swift? Kataria Kiran Dhru (10) Why you prefer to purchase that car from specific dealer as specified by you In Que. No 9? Providing good service Near to house Have a good & co-operative staff Providing financial scheme
(11) Your suggestion, if any ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------ --------------------------------------------------------------------------------------------------------
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Address : ________________________________________________________
_________________________________________________________
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