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CHAPTER I

INTRODUCTON



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1.0 INTRODUCTON

In the recent years, the Indian automobile industry has developed a lot.

According to some market surveys, the scale of passenger car has increased

three times more than what it used to be five years ago. The increased demand

for automobile in India has seen many branded auto giants from USA, Japan

and Europe entering in Indian automobile sector and working in collaboration

with Indian automobile majors. The Indian automobile industry is the second

fastest growing in the industry in India is very competitive

The competitive nature of the automobile industry has prompted the companies

to take up new and innovative market strategies to fight against competition. In

today’s context of extreme competitiveness in the automobile industry in India

especially in the case of passenger car segment, the product is to be registered

in the minds of customers. The customers should be aware of the product and

able to refer to others who are looking forward to buy a car.

On this occasion, the researcher had conducted a study entitled ― A study to

determine Brand Awareness of Maruti Suzuki Swift Dezire in Kottayam

district with special reference to Popular vehicles, Kottayam‖ in improving its

sales of Maruti Suzuki Swift Dezire.

1.1NEED AND IMPORTANCE

Now a days the no of persons who are using car is increasing. I conduct this

study to identify that those who are buying car with any preference or not andto know about customers awareness about Maruti Suzuki Swift Dezier in

Kottayam.

1.2 STATEMENT OF THE PROBLEM

The present day automobile market is booming at a high pace. There are many

numbers of companies trying to capture the market. The competition among the

companies is intense. There are varieties of models each satisfying according to



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the need of the customers. So, customers have wide variety of choice in the

market. Keeping this in mind the manufactures have to supply the products

which suits the customer’s needs better.

Maruti Suzuki is the most popular brand in India. Before a few years ago

Maruti Suzuki introduced a new model ―Swift Dezire‖. Dealers are

intermediate between the company and customer. So it is very important for the

dealer to know brand awareness among the people. The products which enjoy a

high brand image and brand awareness have a deep impact on the purchase

decision of customers.

1.3 OBJECTIVES

To understand customer’s awareness about the features of Maruti

Suzuki Swift Dezire

To study Customers preference on Maruti Suzuki Swift Dezire in

Kottayam District.

1.4 HYPOTHESIS

Hypothesis 1

H0:- There is no significant relationship between educational qualification and

awareness about Maruti Suzuki Swift Dezire.

H1:- There is significant relationship between educational qualification and


Hypothesis 2

H0:- There is no significant association between customer preference and

Income of the respondent.

H1:- There is significant association between customer preference and




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1.5 SCOPE OF THE STUDY

The study is about the Brand awareness of Maruti Suzuki Swift Dezire

in Kottayam district.

1.6 METHODOLOGY

1.6.1 TOOLS AND TECNIQUES

Chi-square

1. Primary Data

Interview schedule ( ..............with last page)

2. Secondary Data

Books

Journals

Internet

Magazines and booklets.

1.6.2 SAMPLE SIZE

The Data is collected from 61 Correspondents.

1.7 PERIOD OF STUDY

The study is going to be conduct in January to March 2013.

1.8 LIMITATIONS

1. Lack of true data and response.

2. Due to limitations of time, it is not possible to cover wide area

3.Negative response in the part of Higher officials



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1.9 CHAPTERISATION

The project is presented in four chapters:

Chapter I : Introduction

Chapter II : Brand Awareness - A Theoretical Framework

Chapter III: Data Analysis And Intrepretation

Chapter IV: Findings, Suggestions And Conclusions



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CHAPTER II

BRAND AWARENESS - A THEORITICAL

FRAMEWORK



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2.0 AUTOMOBILE INDUSTRY IN INDIA

Automobile Industry in India has witnessed a tremendous growth in recent

years and is all set to carry on the momentum in the foreseeable future.

Indian automobile industry has come a long way since the first car ran on

the streets of Bombay in 1898. Today, automobile sector in India is one of

the key sectors of the economy in terms of the employment. Directly and

indirectly it employs more than 10 million people and if we add the number

of people employed in the auto-component and auto ancillary industry then

the number goes even higher.

The automobile industry comprises of heavy vehicles (trucks, buses,

tempos, tractors); passenger cars; and two-wheelers. Heavy vehicles section

is dominated by Tata-Telco, Ashok Leyland, Eicher Motors, Mahindra and

Mahindra etc. The major car manufacturers in India are, Maruti Udyog, Fiat

India Private Ltd., Ford India Ltd., General Motors India Pvt. Ltd., Honda

Siel Cars India Ltd., Hyundai Motors India Ltd, Skoda India Private Ltd.,

Toyota Motors, Tata Motors, Volkswagen India Ltd, Mahindra & MahindraLtd, Mercedes Benz India Ltd, BMW Cars India Pvt Ltd etc. The dominant

players in the two-wheeler sector are Hero Motor Corp, Bajaj, TVS, Honda

Motorcycle & Scooter India (Pvt.) Ltd., Yamaha, etc.

In the initial years after independence Indian automobile industry was

plagued by unfavourable government policies. All it had to offer in the

passenger car segment was a 1940s Morris model called the Ambassador

and a 1960s Suzuki-derived model called the Maruti 800. The automobile

sector in India underwent a metamorphosis as a result of the liberalization

policies initiated in the 1991. Measures such as relaxation of the foreign

exchange and equity regulations, reduction of tariffs on imports, and

refining the banking policies played a vital role in turning around the Indian

automobile industry. Until the mid 1990s, the Indian auto sector consisted

of just a handful of local companies. However, after the sector opened to



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foreign direct investment in 1996, global majors moved in. Automobile

industry in India also received an unintended boost from stringent

government auto emission regulations over the past few years. This ensured

that vehicles produced in India conformed to the standards of the developed

world.

Indian automobile industry has matured in last 6 or 7 years and offers

differentiated products for different segments of the society. It is currently

making inroads into the rural middle class market after its inroads into the

urban markets and rural rich. In the recent years Indian automobile sector

has witnessed a slew of investments. India is on every major global

automobile player's radar. Indian automobile industry is also fast becoming

an outsourcing hub for automobile companies worldwide, as indicated by

the zooming automobile exports from the country. Today, Hyundai, Honda,

Toyota, GM, Ford, Mitsubishi, Benz, BMW, Audi, Volkswagen, Volvo,

Renault etc have set up their manufacturing bases in India. Due to rapid

economic growth and higher disposable income it is believed that the

success story of the Indian automobile industry is not going to end soon.

Some of the major characteristics of Indian automobile sector are:

Second largest two-wheeler market in the world.

Fourth largest commercial vehicle market in the world.

11th largest passenger car market in the world

Expected to become the world's third largest automobile market by 2030,

behind only China and the US.

2.2 SOME PLAYERS IN THE CAR INDUSTRY ARE

2.2.1 Audi India

Audi is one of the most famous car manufacturing companies in the world.

It is a German based company and it is also one of the oldest car

manufacturing companies of Germany. Audi was established by August



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Horch in 1909. The name came from the Latin Translation of the word

Horch, which in German meant 'listen'. However, the official Emblem of

Audi changed from 1932. It became four rings. The reason behind it being

the merging of four different companies together under one name "Audi".

The four different companies were DKW, Horch, Wanderer and NSU.

Audi India is a part of the Audi Group. After having created a strong base

in China, Audi’s next Asian dream is to have a string base in India too.

Audi has analyzed the Indian market and wants to have a firm grip on the

Indian market as well. They have also announced that they would be selling

Audi A6 and Audi A8 in India as well. Right now Audi has dealerships inmore than 10 metropolitan cities of India.

In India Audi have collaboration with their sister concern Skoda. Skoda

already has manufacturing units in India. The Audi board feels that the

Indian automobile market is at a very nascent stage now, which will

provide them with enormous business opportunities.

They believe that this will increase their sales as new markets are always

supposed to have tremendous growth rate. And more so because Audi's

main USP is to cater to the rich people, they are one of the leaders in the

luxury car industry. Hence as there is no Indian automobile company

catering to the rich people of India , this provides Audi in India with an

opportunity to cater to this particular segment of the Indian society. As the

rich people of India normally looks forward to the global car manufacturers

for their luxury cars.

2.2.2 BMW India

BMW AG (Bayerische Motoren Werke AG) was formed by Matthew Eben

Ruark to manufacture aircraft engine. It is a German Company. Initially,

BMW was called Bayerische Flugzeug-Werke. Later, in 1916 the name was

changed to Bayerische Motoren Werke. It was only after World War I when

Germany was prohibited from making any kinds of aircraft that BMW



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shifted to manufacturing Railway Brakes. They first built their motorcycle

engine called Victoria in 1919. But it was only in 1923 that BMW built

their first model

However, now BMW has three brands under their belt. They are;

motorcycle called the R32. And it was only in 1927, that BMW had their

first car called BMW 3/15. A BMW vehicle is a class in itself and a BMW

car is a luxury.

-Royce BMW deals with only premium segments in the automobile

market. They have vehicles ranging from small cars to big luxury cars.

The company employs somewhere around 1,06,000 employees around the

globe. The BMW group is famous for its design, superior technology and

innovation. They are into marketing and sales as well, apart from research

& development and production.

BMW Group finally made a formal entry into India in 2007. BMW India

believes that the introduction to the Indian market is an important step

towards their bigger Asian objective. Right now BMW have dealerships in

all metropolitan cities in India. However, they plan to open a sales

subsidiary and a manufacturing unit in Delhi and Chennai respectively.

Both the units will be owned completely by the BMW Group. And the units

have become operational by the year 2007. The BMW India units will be

dealing and manufacturing with BMW 3 Series, BMW 5 Series, BMW 7

Series etc. Till 2007 all the BMW cars were imported to India. Since 2007,

BMW dealerships are also on the top of the plans. The current global

portfolio of BMW comprises of:



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Series, BMW X3, BMW X5, BMW Z4

-Royce Phantom

2.2.3 Fiat Cars

Fiat India is a segment of Fiat Auto of Italy. Their car brands include Fiat,

Alfa Romeo and Lancia. Fiat Group or Fiat S.P.A. was formed in 1899.

They are into automobile manufacturing, engine manufacturing, financial

and industrial enterprising. Fiat started their Indian operations in the year

1905, with Bombay Motor cars Agency being their first sales agent in

India. Later, they also had a pact with Premier automobiles Limited for

license and servicing. There by selling 1100 and 1100D Fiat, Padmini and

Uno. Uno has been Europe's favourite car for almost two decades.

However, right now they are working on their "178 World Car Project"

which includes international cars like Siena Sedan, Siena Weekend Station

Wagon, Palio Hatchback etc. This new range of fiat cars is targeting theemerging Indian market in all car segments. This project has been specially

designed to improve the production of cars in the overseas market. Fiat

Group as a whole is a very reputed automobile company in the global

sector.

It has a great history of about 100 years. Its reputation in the international

market is spotless. Its reputation is so high that it is the only automobile

manufacturer to have won the prestigious "EUROPEAN CAR OF THE

YEAR" award for a record number of nine times. However, its Indian

operations have not been very fruitful in the recent past. The project will

ultimately focus on inducing the consumer to buy fiat cars

There were several issues like dealership, customer care, spare parts etc.

which were not looked into properly resulting in low sales and losses for

years. Hence spoiling the earned name and reputation of the company in

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Ford Motor Company Chairman and CEO William Clay Ford Jr. is of the

opinion that India is a very prospective market and that investing in this

market at this particular time will be highly beneficial for them. When, Mr.

Ford was in New Delhi for the launch of their new offering, Ford Fiesta. He

spoke about his plans of further investments in India.

However, he did not mention any particular figure for that matter. When

asked about the financial problems that his company was facing in the US,

he reiterated by saying that his company has enough money for investments

in India.

He added by saying that Ford Motors is a profitable organization and that

they are looking into the problems of the US operations. And would

definitely come up with some kind of a solution very quickly. He further

said that investing in a growing market like India would actually help his

organization to improve their market condition in the United States. He also

said that as his company is a family company, they take a very long view of

things. However, according to him, India tops his priority list. He believes

that the sales of Ford Fiesta will be very high in India and that in general

would also increase their sales comparatively. Currently, Ford's bestseller in

the market is Ford Ikon. Ford SUVs have always been on the top of the

wish lists of the consumers in the world and India also doesn't lag far

behind. Ford Motors' car are very popular in among various groups of

people. Various new Ford dealers as well as old Ford dealers have

contributed well in the expansion of its customer base

2.2.5 General Motors

General Motors is the largest car manufacturer of the world. General

Motors India was established in the year 1994 in collaboration with the

C.K. Birla Group of Companies. Initially there was a 50-50 collaboration

policy. However, later in the year 1999, General Motors India became a

fully owned subsidiary of General Motor Corporation. It was also in the

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same year that General Motors India became a Private Ltd. Co from a

Public Ltd Co. Initially, General Motors and Hindustan Motors together

used to share the production plant in Halol, Vadodara, which is in Gujrat.

This particular plant was originally built by Hindustan Motors. However, at

a later stage in 1999, General Motors bought the plant completely and

modernized it as well.

General Motors and India goes a long way back. Their relationship first

started in 1928, when they used to assemble buses, trucks etc for the Indian

as well as the foreign market. However, this was stopped in 1954. After

that, they had collaborations with Hindustan Motors to produce BedFordTrucks, Vauxhall cars, Allison Transmission etc. General Motors

Corporation was established in the year 1908 and is headquartered in

Detroit, Michigan in USA. It is also popularly known as GM.

2.2.6 Honda India

Honda India was established in the year 1995, when Honda Motor Co. Ltd,

Japan and Siel Ltd. (Siddharth Shriram Group Company) of India cametogether and formed Honda Siel cars India Ltd. The main motive behind the

collaboration was to provide Indian customers with Honda's latest

passenger car models.

Honda India has one manufacturing unit at this point of time. It is located in

Greater Noida, in Uttar Pradesh. It is spread over an area of 150 acres of

land and is equipped with state of the art equipments. The total investment

amounts to Rs 450 cores. The manufacturing capacity of this plant is

50,000 cars on a dual shift process. The company has decided to work on

the plan of increasing the manufacturing capacity from 50,000 units to

100,000 units by the end of 2007 and to 150,000 units by 2010. This

manufacturing unit produces Honda City, Civic and Accord models. The

Honda CRV model is imported from Japan. Honda India has a strong

http://www.automobileindia.com/cars/hindustan-motors/

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network of sales and distribution in the country. They have around 51

exclusive dealerships across the country.

They provide everything starting from sales to service to spares etc. under

one roof. They have already set a strong foothold on the Indian metro

market. Now they are working on the smaller city markets. The company in

its initial five years had sold not more than 50,000 units, however today it's

selling more than 50,000 units in a single year. Honda City still remains a

big hit for them. That car changed the whole concept of passenger cars in

India. But now they have stopped manufacturing Honda City and have

replaced that with Honda City ZX.

It was only after the big success of Honda City that they launched their

higher end models like the Accord, the SUV and the CRV. And once again

their success story was repeated like before. Even the launch of Honda

Civic (which is a global hit) in 2006 was a big success in the Indian market.

Honda India is also very strict about its quality and environmental

standards. It strictly adheres to the standards of ISO 9001 for quality and

ISO 14001 for environmental standards.

2.2.7 Hyundai Motors

Hyundai Motors India was established in the year 1996 in Irrungattukottai

near Chennai. It is known as Hyundai Motors India Limited (HMIL). The

total cost incurred in building this manufacturing unit was $ 614 million.

This is their only manufacturing unit in India. However, they are planning

to open a second manufacturing unit as well. Hyundai Motor Co was

established in 1967 and is the now the largest car manufacturer of South

Korea. Hyundai Motor Co (HMC) is a division of Hyundai Kia Automotive

Group. HMIL's manufacturing unit in Chennai is equipped with state of the

art equipments. They have all the required production and planning

technology for modern production, quality control and testing mechanism.



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They are probably in the most elite group of car manufacturers in India to

have such technological knowledge. Their main aim is to make India a

global hub for export of cars. A number of new Hyundai Cars are in the

pipeline. They believe that India has the potential to achieve such a feat and

in order to take India a step further they are investing heavily here. The

growth of HMIL has been exceptionally high with 17.26% in 2005 when

compared to 2004. Their export growth has been exceptional as well with

an astonishing growth of 27.2% for the year 2005 which amounts to 1,800

cores.

They are also planning to increase their dealership network and their aftersales service. In the year 2005, HMIL shipped their first consignment to the

United Kingdom. Previously they had exported to some countries in the

European Union but they were left hand drive cars. However, this is for the

first time that they are exporting right hand drive cars. The same year they

also achieved a milestone of manufacturing the fastest 200,000th export

car.

The Chennai plant of HMIL is equipped with The Press Shop, The Body

Shop, The Paint Shop, The Aluminium Foundry, The Engine &

Transmission Shop, The Plastic Extrusion Unit, The Plastic Paint Shop, and

The Test Track.

2.2.8 Mercedes India

Mercedes India entered the Indian market in the year 1994. Their main aim

was to provide the Indian customers with their latest models and

technology. It can be said that they were one of the first premium car

manufacturers to enter the Indian market. However, right now the name

"Mercedes India" has been changed to "DaimlerChrysler India Private

Ltd.". This change of name has been done globally. Mercedes India now

known as DaimlerChrysler India Private Ltd. has a state-of-the-art equipped

manufacturing unit in Pune, Maharashtra. They are very strict about their



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quality and standards. They have the Mercedes-Benz production System in

place in their Pune workshop. DaimlerChrysler India Private Ltd. is fully

owned by the DaimlerChrysler group. DaimlerChrysler India Private Ltd. is

of the same opinion as the other global car manufacturers that India is

strategically very important They think India has the potential of having a

very high growth rate. The automobile industry will grow at a tremendous

speed in this country. And so having a strong market base in India is very

important. They feel that in order to have a strong Asian market,

DaimlerChrysler India will have to play a very crucial role in that.

Initially, DaimlerChrysler India Private Ltd. had a tough and bumpy ride inthe Indian market. They were the only player in the premium car segment at

that point of time. And the only competitor was a standalone BMW India

dealership in Thane. However, it was mainly due to product portfolio and

dealership problem that initially DaimlerChrysler India had a tough time.

However, later it was solved.

In the recent past, DaimlerChrysler India Private Ltd. has increased their

product range quite a bit. The brands which are under the DaimlerChrysler

group are Maybach, Mercedes-Benz, Chrysler, Jeep®, Dodge and Smart.

The Mercedes-Benz C-Class and Mercedes-Benz E-Class cars are locally

manufactured, while the Mercedes-Benz SL-Class cars are imported.

2.2.9 Nissan Motors

Nissan Motor Company Ltd. is a Japanese automobile manufacturer. It was

established on December 26, 1933. It is the second largest automobile

manufacturing company of Japan, popularly known as "Nissan". Nissan

Motors are of the opinion that India has a Hugh market potential and that

the economy is growing at a tremendous rate. They believe that India is a

market of opportunities and growth. They are of the opinion that their

investment in India will help in the growth of the company. They are also

planning to open manufacturing units in India. They believe that India is



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strategically very important for them. And the company's future growth is a

lot dependent on the outcome of their investment in India. They have

immense expectation from the Indian market. They have bigger plans in the

future for India. And setting up manufacturing units and initial investment

is just the starting point of the bigger picture.

Nissan Motors India Pvt Ltd. is the Indian division of Nissan Motors. They

deal with all the aspects of automobile manufacture. That would include

import (presently, later it might be manufacturing), spare parts, sales, after

sales, marketing, distribution etc.

Nissan Motors India has dealer outlets in places like Delhi, Mumbai,

Bangalore, Kochi, Hyderabad, Chennai etc. Nissan Motors India has started

their operations in India with the launch of new X-Trail. This particular

model is very popular throughout the world. They have been very

successful throughout. Moreover Nissan has been able to complete its

revival plan according to its planning and timing. Infect, they had actually

completed their project a year ahead. This makes it even easier for them to

concentrate better on the India market and work accordingly.

The new X-Trail has been launched in two different variants in India. It's a

very powerful SUV. It's has four wheel drive system. It has the 4x4 ALL

MODE systems as well. Hence, driving the new Nissan X-Trail will be a

treat for everybody.

2.2.10 Porsche

Porsche entered the Indian automobile market in the year 2003, through its

official agent organization called Shreyans Motors Private Limited.

Initially, they were offering their sports cars and the SUV in the super

premium car segment. In India they have decided to start on a very small

scale. However, they are of the opinion that the market potential of India is

immense. They believe that at this point of time they would not be thinking

of any specific sales percentage or numbers, rather they would be



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concentrating on building a place for them in the Indian market. Mainly,

because of the fact that Porsche cars are highly expensive and their price

range in India starts from 47 lakh and above. Their target customers will be

from the higher strata of the Indian society. Thus this will reduce their

market options to a certain level. According, to Amaury La Fontana,

Marketing Manager, Porsche Middle East and Africa, they will mostly be

focusing on the sale of Cayenne among all the other models launched in

India. They are of the opinion that seventy five percent of their sales will be

from Cayenne. The other models of cars will be Boxster, Cayman, 911 and

Cayenne.

The Company Porsche SG was established in the year 1931by Ferdinand

Porsche. He is also credited with the manufacture of the first Volkswagen.

In the year 1948, Porsche came out with their first sports car. It was

incidentally also called Porsche.

Porsche India has two importing centres, one in New Delhi and the other in

Mumbai. They are also looking forward to open dealerships in Bangalore,

Hyderabad and Chennai. They are also planning to open Porsche centres in

both the cities where the importing companies are located. The Cayenne, on

which the Porsche is banking so much on, is priced at Rs 73 lakh for its

entry level model. And the top end Cayenne Turbo will be priced at Rs 83

lakh. They are of the opinion that Porsche is perfect for Indian roads and

climatic conditions. Moreover they will also suit the Indian lifestyle

perfectly.

2.2.11 Skoda Auto India

Skoda Auto India started its operations in India on November 16, 2001.

They opened their manufacturing unit in Shendra, on the outskirts of

Aurangabad. Thus setting their foot on the Indian soil. Skoda is based in the

Czech Republic and was established in the year 1895. However, in 1990,

the Czech Government decided to collaborate with a foreign brand and so

in 1991 Skoda Auto became a subsidiary of Volkswagen and accordingly



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became its fourth brand along with Volkswagen, Audi and SEAT. Entering

the Indian market in 2001 was highly beneficial for both Skoda and

Volkswagen. Volkswagen, for long was waiting for an opportunity to enter

the Indian automobile market.

So finally they entered the Indian market with one of the premier

automobile manufacturers of Europe and a brand which is equally popular

throughout the world called "Skoda". They deal in the luxury cars segment.

Like all the other car manufacturing giants even they are of the opinion that

India is a prospering market and that it has the potential to grow at a very

rapid pace. They think that it is strategically very important to have a strongfoothold in the Indian market.Thus making the manufacturing plant in India

their first ever manufacturing plant outside Europe.

Skoda car was highly accepted by the Indian population because it had the

perfect combination of stylish looks and hardy exterior fitted with modern

technology. This appreciation was reflected in the innumerable awards that

this company received in India. At this point of time Skoda Auto India has

one manufacturing plant capable of manufacturing 30,000 units. They have

a network of 51 dealers spread throughout the country and have 35 different

facilities. They have a market share of about 25% in the luxury car

segment. Till date they have introduced 12 models in the luxury segment

including their most popular model called the "Skoda Superb".

They are of the opinion that having a strong foothold in the Indian

automobile market will allow them to prosper further in the South and East

Asian markets. They want to make the Aurangabad manufacturing unit an

exporting hub for the South and East Asian markets.

2.2.12 Tata Motors

Tata Motors (Previously known as Tata Engineering and Locomotive Co) is

the youngest passenger car company in the world. It was established in the

year 1945. Initially, they were into the manufacturing of trains. However,



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Tata motor is solely responsible for showcasing India's automotive industry

to the rest of the world. It did so by designing and developing its own

indigenous cars and thus placing India on the world automobile map. Tata

Motors much like its parent company (Tata Group) has farfetched vision

and always thrives for excellence. It was established with a vision of

becoming a global car manufacturer from India. And today, it has indeed

achieved the feat of becoming a significant global player in the automobile

industry.

It has a wide range of automobiles varying from commercial vehicles to

passenger vehicles to multi-utility vehicle etc. Tata Motors is verycommitted to issues like Corporate Social Responsibility, Human Rights,

Labour, and Environmental Standards. They are partners to the United

Nations Global Compact. Tata Motors is India's largest automobile

company and the sixth biggest commercial vehicle manufacturer in the

world. In the year 2004, it became the first Indian Engineering Company to

be listed in the New York Stock Exchange.

The company had earned revenue of Rs 24,000 cores for the financial year

of 2005-06. Hence, making its' presence felt on the Indian roads on a

regular basis. Since, 1954 (when the first Tata vehicle was launched) till

today, over 3.5 million Tata vehicles ply on the Indian roads.

2.2.13 Toyota India

Toyota India was established on October 6th 1997. The initial capital

investment was of Rs 7 billion. The Toyota Motor Company of Japan has

89% of equity shares and the Kirloskar Group of India has 11% equity

shares in their JV called "Toyota Kirloskar Motor (TKM)."

Toyota Motor Company is a Japanese Multinational Company and is the

second biggest automobile manufacturer of the world. It is one of the elite

three manufacturing companies of Japan who has the potential to challenge

the big American automobile manufacturers. The other two being, Honda

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Motors and Nissan Motors ,who are equally capable. It has been estimated

that if the production of automobiles by Toyota remains the same then, it

will become the world's largest automobile manufacturer by 2008

overtaking,

2.2.14 MARUTI SUZUKI INDIA LIMITED

Maruti Suzuki India Limited (MSIL, formerly Maruti Udyog Limited), a

subsidiary of Suzuki Motor Corporation of Japan, is India's largest

passenger car company, accounting for over 50 per cent of the domestic car

market.

Maruti Udyog Ltd. (MUL) was basically formed to cater to the problems of

insufficient public transport capability of the Government. During the early

80's, India was facing tremendous problems regarding public transport. And

there was no possible solution to curb this problem. The Indian markets

were yet to be opened to globalization hence; there were very few car

manufacturers in the country. However, the need for an alternative was

becoming very necessary, when the Government of India through an Act of

Parliament formed Maruti Udyog Ltd. in 1981.

After this, a Joint Venture agreement was signed by the Govt. of India and

Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct

1982. There are almost 307 showrooms across 189 cities. They are

managed by almost 6000 trained personnel. MUL has always been

concerned about the quality of their services and products. Accordingly, it

has been seen that Maruti owners experience very minimum problems as

compared to the other car manufacturers of India. Another important aspect

of Maruti India is that they provide all kinds of services and products under

one roof.

Maruti 800, one of the first city cars, is the largest selling car in India.

Recently, Maruti 800 went through some minor face lifts to maintain itsdominance in the small segment cars. Maruti Alto is India's most popular



23

and fuel efficient car. The maintenance cost of Maruti vehicles is also low

as compared to the other manufacturers. This is one of the major USP's of

MUL. Even technologically, they have attained a benchmark. They have

introduced the superior 16*4 Hypertech engines in almost all their models.

This technology helps in increasing engine delivery. They have also

introduced Electronic Power Steering in some of their models as well.

MUL has three fully integrated production facilities with a range of 10

models in 50 variants. Their overall sales growth is of 15.8%, which also

makes easier for the Indians to buy cars. Other successful small and big

Maruti car models that have ruled the hearts of millions of Indians are

Maruti Baleno, Maruti Esteem, Maruti Gypsy, Maruti Swift, Maruti Versa,

Maruti Wagon R, Maruti Zen, Zen Estilo etc.

In 2001, Maruti Udyog Ltd became one of the first automobile companies

anywhere in the world to get an ISO 9000:2000 certification. Recently, to

meet the growing demands of four-wheeler automobile, Maruti Udyog

Limited, collaborated with Suzuki Motor Corporation of Japan, to

manufacture cars. On the 17th September 2007, Maruti Udyog was

renamed as Maruti Suzuki India Limited and the company headquarters is

in Gurgaon, Delhi. Maruti cars have ruled the roads in the past, in present,

and promises to do so in the future also with its highly efficient cars.

2.2.15 SUZUKI MOTOR CORPORATION

Starting business in 1909 as Suzuki Loom Works, the firm was

incorporated in 1920. Since foundation Hamamatsu, Japan, SUZUKI has

steadily grown and expanded. During the post-W.W.II period, motorized

bike 'Power free' which earned a good reputation was followed by 125cc

motorcycle 'Colleda', and later by the pioneering 'Suzulight' lightweight car

that helped bring Japan's automotive revolution. Each of these was epoch-

making in their own right as they were developed and manufactured by

optimizing the most advanced technologies of that period.

http://www.automobileindia.com/cars/maruti/maruti-baleno.html

http://www.automobileindia.com/cars/maruti/maruti-esteem.html

http://www.automobileindia.com/cars/maruti/maruti-gypsy.html

http://www.automobileindia.com/cars/maruti/maruti-suzuki-swift.html

http://www.automobileindia.com/cars/maruti/maruti-versa.html

http://www.automobileindia.com/cars/maruti/maruti-wagonr.html

http://www.automobileindia.com/cars/maruti/maruti-zen-estilo.html

http://www.automobileindia.com/cars/maruti/maruti-zen-estilo.html

http://www.automobileindia.com/cars/maruti/maruti-wagonr.html

http://www.automobileindia.com/cars/maruti/maruti-versa.html

http://www.automobileindia.com/cars/maruti/maruti-suzuki-swift.html

http://www.automobileindia.com/cars/maruti/maruti-gypsy.html

http://www.automobileindia.com/cars/maruti/maruti-esteem.html

http://www.automobileindia.com/cars/maruti/maruti-baleno.html



24

Today, constantly going forward to meet changing lifestyles, the SUZUKI

name is seen on a full range of motorcycles, automobiles, outboard motors

and related products such as generators and motorized wheelchairs. The

mark trademark is recognized by people throughout the world as a brand of

quality products that offer both reliability and originality. SUZUKI stands

behind this global symbol with a sure determination to maintain this

confidence in the future as well, never stopping in creating such advanced

'value-packed products'.

Net sales ( 3,502,419) exceeded the previous terms for the 9th consecutive

year ( Growth of 10.7 %)

Operating Income ( 149,405 Million Yen) exceeded the previous terms for

the 8th consecutive year ( Growth of 12.4 %)

Net Income (80, 254 Million Yen) exceeded the previous terms for the 7th

consecutive year (Growth of 7%)

Key achievements

Japan production exceeded one million units for the 4th consecutive fiscal

year and marked an all time high

Overseas production reached an all time high owning especially to

increased production in India & Hungary

Global production exceeded two million units for the 4th consecutive year

and marked an all time high.

Increased exports of the Grand Vitara and SX4 to Middle and South

America pushed overall exports in fiscal 2007 to a record high ( exceeded

400, 000 units for the first time)

Today, the Suzuki brand is synonymous with 'value-packed' products,

which offer quality, reliability and originality. An integral part of the

Suzuki concept to deliver 'value-packed' products lies in ensuring that the



25

company use the most modern manufacturing equipment and technologies

together with factory workers and engineers. In addition, various activities

are aimed at continually enhancing productivity, strict quality controls and

effective communication.

2.3 SWIFT DZIRE

Maruti Suzuki Swift Dezire is another enthusiastic launch by Maruti Suzuki

keeping in mind its aim to introduce cars with a global look in the Indian

automotive market. Maurti Swift has been launched in six variants – 3 in

Petrol being LXi, VXi and Zxi and 3 in Diesel being LDi, VDi and ZDi.

Available in seven attractive colors such as Arctic White, Silky Silver,

Clear Beige, Midnight Black, Bright Red, Azure Grey, Sovereign Blue. The

main body design of Maruti Suzuki Swift Dezire is though resembles

Maruti Swift hatch back.

But its rear part can be compared with the Maruti Suzuki SX4 Sedan.

Maruti Suzuki Swift Dezire thus boasts of a classy appearance and value

for money.

Additional Features of Maruti Suzuki Swift Dezire include steering

mounted controls for the audio system which is well embedded in the

dashboard apart from tachometer, audible headlights on, vanity mirror and

front electric power windows.

The Zxi and the ZDi variants have front airbags, ABS and EBD brake

assist, tilt steering, automatic climate control and rear window defogger

also. The rear seats are comfortable and well angled. Undoubtedly Maruti

Swift Dezire scores over others in mileage irrespective of its weight, this

car also offers good resale value.



26

2.4 MARUTI SWIFT DZIRE DEALERS.

2.4.1 AVG

AVG motors Ltd is the authorized dealer of Maruti Udyogu Ltd for the sale of

Maruti vehicles. The company is a unit of A.V George group of companies,

professionally managed and commenced operation in 1998 with registered

office and showroom at baker junction & workshop at Erayilkadavu and

stockyard at old boat jetty Kottayam. The response we got from our customers

prompted us to start showrooms at Thiruvalla, Pathanamthitta, Pala,

Kanjirappally and Kattappana.

AVG motors Ltd has a paid up capital of 1 core and is a subsidiary of

Thamarappally Rubber company Ltd & majority of others share capital being

subscribed by the Nilgiri Tea Estates Ltd & Udhyagiri Rubber company. The

Board of directors of the company are Mr. Alex George, Mr. A. V. George &

Mr. G. J. Ancheril.

AVG motors Ltd which commenced dealership operation in august

1998,quickly succeeded in establishing itself as a significant automobile dealer

delivering over 2500 vehicles & servicing more than 13800 vehicles during the

year. Its achievements has been recognized by Maruti Udyogu Ltd honoring

with 4 All India Awards.

1.Overall Performance in Marketing.

2.Most innovative & consistent Advertising.

3.Most Innovative Outdoor Advertising.

4.Advertising Campaign of the year.

2.4.2 Indus

Indus Motor Company Private Limited, (trade name, Indus Motors) is the

top ranking Maruti Dealer in India. The Company having its registered

office at Indus House, Chakorathukulam, Calicut and Corporate Office at



27

Thevara, Kochi was incorporated on 11th July, 1984. The business life of

the company is started by starting their Ist Dealership in Calicut in the year

1986. The sale of Maruti vehicle is soundly boosted by marketing

intelligence of the Indus Motors. Indus maintains the No. 1 dealer position

continuously for the last five years. Based on the recent business reports,

the company delivers one Maruti Car in every 13 minutes.

The company will assist the customer from the time of choosing vehicle

model, colour, finding the best finance option that suits them. They will

constantly keep the customer update about their vehicle status until the

delivery of the Vehicle is done. In case of servicing of vehicles, the

company is at their service, with options of collecting vehicle from

doorstep and once the works over deliver it back to the customer. They

have Maruti on Road Service in case customer’s vehicle gets breakdown on

the way. Their Maruti skilled technicians will come to the location where

and rectify the problem or if it is a major work that has to be attended at the

workshop the vehicle will be towed to the nearest Service Station.

2.4.3Popular

The group had its origin in the year 1940 as an entrepreneurial venture

started by Late Mr. K.P Paul. From a family-run entity, we have grown into

a professionally managed, multi-dimensional business house with a

combined turnover of Rs.2000 cores, a 4800 strong workforce combined

with a network of over 200 units in different parts of the country. It is the

sheer vision and dedication of our founder Chairman, the legendary (late)

Mr. K. P. Paul that catapulted us into the big league.

Mr. KP Paul ventured into the Automobile Spare parts retailing business

and the last 70 years has witnessed the steady growth and development of

the group through new ventures and diversifications. We are amongst the

largest chain of automobile dealerships in India, apart from having business



28

ventures in automobile spare parts retailing and distribution, engine

rebuilding, vocational technical education, industrial tools, machinery and

consumables. Our flagship company, viz., Popular Vehicles & Services

Ltd, was the first dealer appointed by Maruti Suzuki India Ltd in Kerala in

1984. The expertise thus gained and the benchmarks set by us in the

industry paved the way for many more such tie-ups with the market leaders

Viz. Dealership for DCM – Toyota LCVs, Bajaj Two-wheelers, Toyota and

Honda Cars. We also represent Tata Motors in its commercial vehicle

segment as the Dealer in Kerala and Chennai. Recently we have been

awarded the dealership for Jaguar & Land Rover for the state of

Karnataka, Skoda cars for northern Kerala and Daimler Benz

trucks covering 10 important districts surrounding Salem & Coimbatore in

Tamil Nadu.

Their innovations over the years have ensured the synonymy of ―Popular‖

with ―Maruti‖ in Kerala, Popular is the largest in terms of network &

volumes for Maruti in India. It operates 8 dealerships, 39 service centres

and 10 used car outlets across Kerala and Chennai. Maruti reckons that 65

% of the market share in Kerala would not have been possible but for the

ground-work, consistency & the systems laid by us. We have won the

―Overall Excellence Award‖ and the ―Best HR Practices Award‖ from

Maruti for several years in succession. TNS Singapore on behest of Maruti

conducted an employee satisfaction survey and we were adjudged the Best

amongst their dealers. The ―Total Car Care Package‖ designed and

launched by Popular 15 years’ ago was a revolutionary concept and served

as the precursor for Maruti’s extended warranty. Our growth has been

exponential and in the last financial year we will sold over 34,000 Cars &

serviced a record volume of 400,000 cars.

The dealership operated by the group for Tata Commercial Vehicles inKerala and Chennai has the unique distinction of being the first ever ISO



29

9001: 2000 certified commercial vehicle dealer in India. Moreover, it is one

among the very few dealers in the Country to have dealerships in more than

one State.

2.5 Brand awareness

Brand awareness is the potential capacity that a consumer has of

recognizing or recalling the name of the brand as an offer of a certain

category of product. Thus, brand awareness is an exercise of identification

of the brand name under different conditions and, therefore, the probability

of a brand name coming to the mind of the consumer and the facility with

which this happens.

According to Keller, brand awareness consists of brand recognition -the

―consumer’s ability to confirm prior exposure to the brand when given a

brand as a cue‖ and brand recall -the ―consumer’s ability to retrieve the

brand form memory when given the product category, the needs fulfilled by

the category, or a purchase or usage situation as cue‖

The literature in marketing explains the concept of brand awareness for the

application of two important measurements in order to understand it:(1) the

reminded that fits with the spontaneous recall and that refers to the brand

being present in the memory of the consumer and is mentioned by the latter

without the need of any external stimulus; and (2) the recall attended that

the brand name is knowledge as an offer of a category of products amongsta set of suggested brands.

Brand awareness is a dimension of brand equity that affects the decisions of

the consumer both at the affective level and at the behaviour level. In the

affective area, a brand known by the consumers creates a feeling of

pleasure and familiarity in them that increases the probability of purchasing







32

2.8 CHANNELS OF BRAND AWARENESS

There are many ways to generate brand awareness in the consumers. Listed

below are four such channels Advertising is the activity or profession of

producing information for promoting the sale of commercial products or

services.[5] Advertising is used through various media to generate brand

awareness within consumers. They can be aired as radio ads, television

commercials, internet etc.

Guerrilla Marketing tactics allow every small firm to compete with bigger

firms by carving out narrow but profitable niches. These tactics include (1)

extreme specialization, (2) aiming every effort at favourably impressing thecustomers, (3) providing service that goes beyond the customers'

expectations, (4) fast response time, (5) quick turnaround of jobs, and (6)

working hours that match the customer's requirements. The term 'Guerrilla

Marketing' is a registered trademark of author Jay Levinson who

popularized it through his several 'Guerrilla' books.

It is an out of the ordinary way of marketing a product. Low-cost channels

can be utilized to generate a high level of interest in the product and create

brand awareness. Utilization of personal contacts is the most popular way

of guerrilla marketing. Product Placement is an advertising technique used

by companies to subtly promote their products through a non-traditional

advertising technique, usually through appearances in film, television, or

other media.

A formal agreement between the product manufacturer and a media

company can be generated through which the media company also receives

an economic benefit, usually in the form of a fee. The media company in

return will showcase the product through any of the various means they

have available to make the brand stand out. Some people, however,

consider product placement to be deceptive and unethical.

For example, Coca-Cola could pay a given fee to have the title characterdrinking a Coke, instead of a Pepsi beverage, or Toyota might pay to have

http://en.wikipedia.org/wiki/Brand_awareness#cite_note-5






33

one of the characters drive their newest automobile. Through product

placement, companies hope that moviegoers will take note of the products

used by the characters, and therefore think more strongly about using the

products themselves. Social Media is the most contemporary and cost

effective way of creating a brand awareness with an online audience. Many

companies use social media like face book, YouTube, blogs etc.

2.9 CHALLENGES

Maintaining Brand Awareness is a very important aspect in marketing a

company. It is imperative and very helpful to analyze the response your

audience has towards the change in packaging, advertising, products andmessages sent across through various means. Working towards creating an

image in the minds of the consumers is not the last thing a company should

aim to do. Inviting consumer feedback and maintaining a constant presence

in the market is equally essential. Availability of the product to the

consumer is one such way of doing this. The consumer should not have to

come looking for you when he is in need of making a second purchase of

the product, dealerships and outlets at convenient places should make the

consumer think of the brand as the most convenient and best solution to his

need fulfilment.

While brand awareness scores tend to be quite stable at aggregate level,

individual consumers show considerable propensity to change their

responses to recall based brand awareness measures. For top of mind recall

measures, consumers give the same answer in two interviews typically only50% the time. Similar low levels of consistency in response have been

recorded for other cues to elicit brand name responses.

2.10 CUSTOMER SATISFACTION

Customer satisfaction, a term frequently used in marketing, is a measure of

how products and services supplied by a company meet or surpass customer

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Marketing



34

expectation. Customer satisfaction is defined as "the number of customers,

or percentage of total customers, whose reported experience with a firm, its

products, or its services (ratings) exceeds specified satisfaction goals." In a

survey of nearly 200 senior marketing managers, 71 percent responded that

they found a customer satisfaction metric very useful in managing and

monitoring their businesses.

It is seen as a key performance indicator within business and is often part of

a Balanced Scorecard. In a competitive marketplace where businesses

compete for customers, customer satisfaction is seen as a key differentiator

and increasingly has become a key element of business strategy.

"Within organizations, customer satisfaction ratings can have powerful

ef fects. They focus employees on the importance of fulfilling customers’

expectations. Furthermore, when these ratings dip, they warn of problems

that can affect sales and profitability. These metrics quantify an important

dynamic. When a brand has loyal customers, it gains positive word-of-

mouth marketing, which is both free and highly effective."

Therefore, it is essential for businesses to effectively manage customer

satisfaction. To be able do this, firms need reliable and representative

measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their

product or service has met or exceeded expectations. Thus, expectations are

a key factor behind satisfaction. When customers have high expectations

and the reality falls short, they will be disappointed and will likely rate their

experience as less than satisfying. For this reason, a luxury resort, for

example, might receive a lower satisfaction rating than a budget motel —

even though its facilities and service would be deemed superior in 'absolute'

terms."

The importance of customer satisfaction diminishes when a firm has

increased bargaining power. For example, cell phone plan providers, suchas AT&T and Verizon, participate in an industry that is an oligopoly, where

http://en.wikipedia.org/wiki/Balanced_Scorecard

http://en.wikipedia.org/wiki/Bargaining_power

http://en.wikipedia.org/wiki/Cell_phone

http://en.wikipedia.org/wiki/AT%26T

http://en.wikipedia.org/wiki/Verizon

http://en.wikipedia.org/wiki/Oligopoly

http://en.wikipedia.org/wiki/Oligopoly

http://en.wikipedia.org/wiki/Verizon

http://en.wikipedia.org/wiki/AT%26T

http://en.wikipedia.org/wiki/Cell_phone

http://en.wikipedia.org/wiki/Bargaining_power

http://en.wikipedia.org/wiki/Balanced_Scorecard



35

only a few suppliers of a certain product or service exist. As such, many

cell phone plan contracts have a lot of fine print with provisions that they

would never get away if there were, say, a hundred cell phone plan

providers, because customer satisfaction would be way too low, and

customers would easily have the option of leaving for a better contract

offer.

There is a substantial body of empirical literature that establishes the

benefits of customer satisfaction for firms.

http://en.wikipedia.org/wiki/Fine_print

http://en.wikipedia.org/wiki/Fine_print



36

CHAPTER III

DATA ANALYSIS AND INTREPRETATION





38

The general characteristics of the respondent like Age, Gender, Occupation etc

are given below.

Table 3.1

Age of the respondent

Age Frequency Percent

18-25 3 4.9

25-45 36 59.0

45-60 18 29.5

above 60 4 6.6

Total 61 100.0

Source: Primary Data

Figure 3.1

In this diagram clearly shows that 59% of the respondents are in the age of

25-45, 29.5% are in the age of 45-60, 6.6% are age of above 60 and 4.9% are

in the age of 18-25.

0

5

10

15

20

25

30

35

40

18-25 25-45 45-60 above 60

F r e q u e n c y

Age of the respondent



39


Figure 3.2

As observed from the given table and graph the sample constitute of 73.8%

male respondent and 26.2% female respondents.

Table 3.2

Gender of the respondent

Gender Frequency Percent

male 45 73.8

female 16 26.2

Total 61 100.0

74%

26%

Gender of the respondent

male

female



40

Table 3.3

Education qualification

Education qualification Frequency Percept

below graduate 6 9.8

Graduate 25 41.0

post graduate 30 49.2

Total 61 100.0


Figure 3.3

From the above analysis it is clearly represent that majority of respondents

education fall under post graduation (49.2%), following graduate (41%), post

below graduates (9.8%).

10%

41%

49%

Education qualification

below graduate

graduate

post graduate



41

Table 3.4

Occupation of respondent

Occupation Frequency Percent

govt employee 13 21.3

pvt employee 17 27.9

business man 16 26.2

Farmer 15 24.6

Total 61 100.0


Figure 3.4

From the table is it clear that 27.9 % of respondents’ are Private employees,

26.2% are business man, 24.6% are farmers and 21.3% are govt employees.

0 2 4 6 8 10 12 14 16 18

govt employee

pvt employee

business man

farmer

Frequency

Occupation of respondent





43

Table 3.6

Consider Before Buying A Car

Consider Before Buying A

Car Frequency Percent

style 6 9.8

comfort 18 29.5

price 14 23.0

safety 10 16.4

advertisement 1 1.6

brand image 12 19.7

Total 61 100.0


Figure 3.6

From the above table it is clear that 29.5% respondent consider comfort before

buying a car, 23% consider price, 19.7% consider brand image, 16.4% consider

safety,9.8% consider style and 1.6% consider advertisement.

10%

29%

23%

16%

2%

20%

Consider Before Buying A Car

style

comfort

price

safety

advertisement

brand image



44

Table 3.7

About your current car

About your current

car Frequency Percent

excellent 12 19.7

very good 43 70.5

good 6 9.8

Total 61 100.0


Figure 3.7

It shows that most of the respondent have very good opinion about their current

car(70.5%), 19.7% have excellent opinion, and 9.8% have opinion is good.

20%

70%

10%

about your current car

excellent

very good

good





46

Table 3.9

Have the respondent ever used Swift Dezire

Have the respondent ever used

Swift Dezire Frequency Percent

yes 11 18.0

no 50 82.0

Total 61 100.0


Figure 3.9

From this analysis it is clear that 82% of the respondent is not ever used Swift

Dezire, and 18% are used Swift Dezire.

18%

82%

Have the respondent ever used Swift

Dezire

yes no



47

Table 3.10

Will the respondent consider Swift Dezire as a good car

Will the respondent consider

Swift Dezire as a good car

Frequency Percent

agree 49 80.3

disagree 12 19.7

Total 61 100.0


Figure 3.10

From this analysis 80.3% of the respondent consider Swift Dezire as a good car

and 19.7% are not consider Swift Dezire as a good car.

0

10

20

30

40

50

60

agree disagree

F r e q u e n c y

Will the respondent consider Swift Dezire

as a good car



48

Table 3.11

Car Dealer

Car Dealer Frequency Percent

popular 33 54.1

avg 19 31.1

indus 9 14.8

Total 61 100.0


Figure 3.11

From the table it is clear that 54.1% of the respondent are the customer of

Popular, 31.1% are AVG customers and 14.8% are Indus customers.

54%31%

15%

Car Dealer

popular

avg

indus



49

3.1HYPOTHESIS TESTING

Hypothesis is a tentative proposition formulated for empirical testing. It is a

declarative statement combining concepts. It is a tentative answer to a research

question. It is tentative because its veracity can be evaluated only after it has

been tested empirically.

Hypothesis 1

H0:- There is no significant relationship between educational qualification and


H1:- There is significant relationship between educational qualification and


Here statistics used is chi-square test

The test statistic i.e., chi-square measure close to the null hypothesis. The

significant level selected is 0.05 i.e., 5% level of significance.

If the probability i.e., if the calculated value is more than .05 we accept nullhypothesis and reject alternative hypothesis.

Table 3.12

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 1.865a 4 .761

Likelihood Ratio 2.351 4 .672

Linear-by-Linear Association .018 1 .893

N of Valid Cases 61





51

Hypothesis 2

H0:- There is no significant association between customer preference and


H1:- There is significant association between customer preference and


Table 3.13

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 8.354a 2 .015

Likelihood Ratio 7.370 2 .025

Linear-by-Linear Association .041 1 .839

N of Valid Cases 61

a. 3 cells (50.0%) have expected count less than 5. The minimum expected

count is .98.

Here the calculated value of significance is less than .05, so that we reject null

hypothesis and accept alternative hypothesis. That means there is significant

association between customer preference and income of the respondent.



52

CHAPTER- IV

FINDINGS, SUGGESTIONS AND CONCLUSION



53

4.0 INTRODUCTION

This chapter presents a consolidated picture of the study through a

connected review of all important findings.

Data was obtained mainly from the primary (through questionnaire) and

secondary source i.e. from journals, reports, books, and websites. The analysis

of data leads to the following of the study.

The impotent findings and suggestion arrived as a result of this study is

given below:-

4.1 FINDINGS

The study shows that majority of the respondents are under the age

group of 25-45.

The study shows that majority of the respondents are males.

It shows that majority of the respondents having educational

qualification where 49.2% are post graduates.

The study reveals that most of the respondents belonging to private

sector.

Major portion of the respondents are under the income category of

30,000-50,000.

29% of the respondent consider comfort as they before buying a car.

The study shows that 43% of the respondents current car is very good.

The study reveals that 68.9% of the respondents have basic level of

knowledge about Mauti Suzuki Swift Dezire.

82% of the respondent have never used Maruti Suzuki Swift Dezire

earlier.

Majority of the respondents agreed that Maruti Suzuki Swift Dezire as a

good car.

54.1% of the respondents car dealer are Popular Vehicles Kottayam.



54

4.2 SUGGESTIONS

From the study I find that there is no significant relationship between

educational qualification and aware about Maruti Suzuki Swift Dezire, so

that companies want to introduce more advertisements to attract the

customers, it is not based on the educational qualification.

Customers are providing more importance to comfort before buying a

car so that companies want to improve the comfortness of the car and try to

attract the customers by giving information's about comfort.

From my study I found that most of the respondents have a basic

knowledge about Maruti Suzuki Swift Dezire, so that companies try toimprove their level of knowledge by introducing more customer relation

programmes, test drives etc.

The company need to ensure that the delivery of car is in time.

4.3 CONCLUSION

This project work entitled ―A STUDY ON BRAND AWARENESS OF

MARUTI SUZUKI SWIFT DEZIRE IN KOTTYAM DISTRICT" was

undertaken with a view to study the awareness of Maruti Suzuki Swift Dezire

among the customers. This study conducted among the car owners of Kottayam

district. The data collected by using Questionnaire and personal interview.

From the study we found that there is no significant relation between

educational qualification and awareness about swift Dezire. The suggestion

given to the company is to increase the promotional activities like

advertisement and test drive of the vehicle not based on education of the

respondent. I hope that this study is helpful to the company for increasing the

sale of Maruti Suzuki Swift Dezire.



55

BIBLIOGRAPHY



56

BIBLIOGRAPHY

Aaker, D.A. & Day, G. S. (1974.) A Dynamic Model of Relationships

among Advertising, Consumer

Aaker, D.A. (1991).Managing Brand Equity .Capitalizing on the Value

of Brand Name. New York: FreePress.

Alba, J.W. & Chattopadhyay, A. (1986) Salience Effects in Brand

Recall. Journal of Marketing Research, XXIII (Nov), 363-

369.Awareness, Attitudes, and Behavior. Journal of Applied

Psychology, 59 (Jun), 281-286.

Auto car India ( Magazine )

C. R. Kothari;Research Methodology and Techniques; 2nd Edition; New

Age International Publishers

Fast Track ( Magazine )

WEBSITES


http://www.automobileindia.com/cars/audi-india/

http://www.automobileindia.com/cars/bmw-india/

http://www.automobileindia.com/cars/fiat-india/

http://www.automobileindia.com/cars/ford-motors/

http://www.automobileindia.com/cars/general-motors/

http://www.automobileindia.com/cars/honda-india/

http://www.automobileindia.com/cars/hyundai-motors/

http://www.automobileindia.com/cars/mercedes-india/



57



58



59

APPENDIX



60

INTERVIEW SCHEDULE

Topic:“ A STUDY ON BRAND AWARENESS OF MARUTI SUZUKI

SWIFT DEZIRE IN KOTTAYAM DISTRICT”

1. Name :

2. Location :

3. Age :

Below 18 Between 18 - 25

Between 25 - 45 Between 45 - 60

Above 60

4. Gender :

Male Female

5. Education Qualification :

Below Graduate Graduate

Post Graduate Others

6. Occupation :

7. Income :

Below 10,000 Between 10,000 – 30,000

Between 10,000 – 50,000

Above 50,000



8. Do you own a car :

Yes No

9. Among this what you consider before buying a car?

Style

Comfort

Price

Safety

Advertisement

Brand image

10. What is your opinion about your current car?

Excellent very good

Good Poor

11. Please mention your level of knowledge About Swift Dezire

Basic level Average

Advanced

12. Have you ever used Swift Dezire?

Yes No

13. Will you consider Swift Dezire as a good car?

Agree Disagree

Documents

ind dezire projects..docx