Maruthi Project Report 2009

RNS MOTOTS LTD HUBLI

Executive summary Our marketing research study was done in RNS MOTORS LTD in Hubli on the

product “Maruti Suzuki Swift car”.

Our survey has done basically on the topic which was selected by me i.e.., - “A

Marketing research on Brand Awareness and Preference of Maruthi Suzuki Swift and

Advertisement Effectiveness” and also interpreting the data of the selected problem.

According to this we had prepared a questionnaire and according to that we took a

sample of 50 customers those who had already purchased Maruti Suzuki Swift car.

After setting the questionnaire we prepared a research study and accordingly we gone

through methodology. In methodology we found out a research design which is the

specification of procedure for collecting & analyzing the data necessary to help

identify react to a problem or opportunity such that the difference between the accost

of obtaining various levels of accuracy & the expected value of the information

associated with each level accuracy is maximize.

For analyzing the problem area we had set a different objectives those are –

(1) To determine the competition in the market.

(2) To know the factors influencing on car buying behavior.

(3) The role players in a car buying decision.

(4) To know the consumer satisfaction level.

(5) To understand the effectiveness of advertisement of Maruthi Suzuki Swift car.

KLE’S COLLEGE OF BUSINESS ADMINISTRATION Page 1


As per our objectives and according to the questionnaire we found out the following

facts from the customers –

(1) According to the survey, as the survey is conducted on already the users

of Maruthi Suzuki Swift car. So 100% of respondents ie 50 respondents

say Yes they have own a car.

(2) According to the survey, the survey is conducted on already the users of

Maruthi Suzuki Swift car owners & as per this, they are the customers

of Maruthi company. So all 50 respondents say that they all own

Maruthi Suzuki company’s car.

(3) According to the survey, the consumers of Maruthi Suzuki Swift car

owners are most influenced by the factor ie Cost of car as per our

survey. 28% ie 14 of the respondents are influenced by Cost of car, 26%

ie 13 of the respondents are influenced by its Look, 26% ie 13 of the

respondents are influenced by the Mileage of car, 14% ie 7 respondents

are influenced by Comfort, and rest 6% ie 3 respondents are influenced

by Others factors while buying a car.


owners are most influenced by the Family members as per survey. 36%

ie 18 of the respondents are influenced by Family, 30% ie 15 of the

respondents are influenced by their friends, 20% ie 10 of the

respondents are influenced by their Neighbors, 12% ie 6 respondents



are influenced by their Relatives, and rest 2% ie 1 respondents are

influenced by Others while buying a car.

(5) According to the survey, most the consumers of Maruthi Suzuki Swift

car owners have purchased car on General days as per survey. 36% ie

18 respondents have purchased the car on General days, 30% ie 15

respondents have purchased the car on Festival days, 30% ie 15

respondents have purchased the car on Occasional days, and rest 4% ie

2 respondents have purchased on Others days.

(6) According to the survey, as the survey is conducted on already the users

of Maruthi Suzuki Swift car. So 100% of respondents ie 50 respondents

say Yes they all are aware of Maruthi Suzuki Swift car.

(7) According to the survey, most of the consumers came to know about

Maruthi Suzuki Swift car by TV advertisement. 44% ie 22 respondents

came to know about Maruthi Suzuki Swift car by TV advertisement,

30% ie 15 respondents came to know about Maruthi Suzuki Swift car

by Magazines, 16% ie 8 respondents have came to know about Maruthi

Suzuki Swift car by Newspaper, 6% ie 3 respondents came to know

about Maruthi Suzuki Swift by Pamplets, 4% ie 2 respondents have

came to know about Maruthi Suzuki Swift by Family.

(8) According to the survey, most of the consumers of Maruthi Suzuki

Swift say they “Liked it” the advertisement of Maruthi Suzuki Swift.

40% ie 20 respondents say they “Liked it’, 28% ie 14 respondents say

they “Liked it very much”, 24% ie 12 respondents say they “Can’t say”,



6% ie 3 respondents say they “Dislike it”, 2% ie 1 respondent say they

“Totally Dislike it”.


Swift they like Descriptive kind of advertisement. 36% ie 18

respondents like Descriptive kind of advertisement, 34% ie 17

respondents like Family Oriental kind of advertisement, 26% ie 13

respondents like Sensitive/emotional kind of advertisement, 4% ie 2

respondents like Other kind of advertisement.


Swift says they are Satisfied with the after sales services. 52% ie 26

respondents says they are Satisfied with after sales services, 30% ie 15

respondents says they Can’t say about after sales services, 12% ie 6

respondents say they are Satisfied very much with after sales services,

4% ie 2 respondents says they are Dissatisfied with after sales services,

2% ie 1 respondents says they are Totally Dissatisfied with after sales

services.

(11) According to the survey, most of consumers of Maruthi Suzuki Swift

car owners have said they would suggest others to buy Maruthi Suzuki

Swift car. 88% ie 44 respondents have said Yes they would suggest

others to buy Maruthi Suzuki Swift car, 12% ie 6 respondents said No

to suggest others to buy Maruthi Suzuki Swift car.



Limitations

The following are some of the limitations faced by us while doing research: -

1) The time and cost spent was more than what we had budgeted.

2) There was lot of non-response errors that is some of respondents were not

responding correctly.

3) For some customers it was very difficult to convince and explain and make them

answer the survey properly.

4) Many customers were only saying technical problems rather than the answers

what we needed.

5) Difficulty in finding the addresses.

6) Some customers were out of station so we were forced to remove them from the

sample list.

7) Many customers did not respond when given one-day time.



Sampling Process

Element: - Customers who already purchased Maruthi Suzuki Swift.

Sampling unit: - Customers of any qualification.

Sampling budget:- The amount of money spent while conducting survey is Rs 600/-.

Time: - The time taken for survey is 15 days.

To conduct this research we have chosen 50 respondents, out of which 39 are

male & 11 are female respondents. The survey is conducted in Hubli and

Dharwad.

Budget: -

Out Budget for the survey Rs. 600/- We planned to meet 10 customers per day but we use to get only 5 customers (Average). So for one day our expenses=

1) Fuel Charges = Rs. 40/day

2) Meals (Launch) = Rs. 15/day

Total = Rs. 55/day

We did our survey for 10 days to collect 50 respondents.

So the calculation is as follows.

Rs. 55 * 10 days=550+Additional Charges Rs. 50

= Rs. 600/-



Introduction

A PREVIEW OF CAR INDUSTRY:

With the invention of wheel in 4600 BC, man’s journey on the road of

mechanized transport had begun. Same then he continuously sought to device an

automated, labor saving machine to replace the host. Innumerable attempts reached

conclusion in cars in 1760s with the building of first steam driven tractor by French

captain, Nicola Jicob Cugnot. It was however left to Karl Benz & Gottliel Daimler to

produce the first vehicles powered by the internal combustion engine in 1885. it was

then that the petrol engine was introduced, which are in our cars today. With such

engine, then came era of speed in cars.

BIRTH OF CAR :

The birth of car as we know it today occurred over a period of years. It was

only in 1881 that the first real car rolled down on the streets. The earlier attempts,

though successful, were steam-powered vehicle. Nicolas cugnot built the first self-

prepared car in 1969 which could obtain the speed of up to 6km/h. in 1771 he again

designed mother team driven engine, which ran to fast that it rammed into wall,

recording world’s first accident. In 1807 in France Isaac de Rivez designed the first

internal combustion engine. He is the first develop world’s first vehicle to run with

such engine, one that used mixture of hydrogen & oxygen to generate energy

subsequently use.



This spawned the birth of number of designs based on the internal combustion

engine in the 19th century with little or no degree of commercial success, in 11860

thereafter jean josh Etienne Lenoir built the first successful two-stroke gas driven

engine. In the 1862 he again built an experimental vehicle driven by his engine, which

at speed of 3kms/h. these cars became popular and by 1865 could be frequently espied

on the roads.

AN EAGLE VIEW OF INDIAN CAR INDUSTRY

The first motorcar on the street of Indian was seen in the year 1988. Mumbai

had its first taxicabs in early 1900. Then for the next 50 years cars were imported to

satisfy domestic demand. Between 1910 & 20’s the automobile industries made a

humble beginning by setting up assembly plants Mumbai, Kolkatta & Chennai. The

imp;ort/assembly of vehicles grew consistently after the 1920’s crossing the 30000

mark in 1930. in 1946, premier Automobile Ltd (PAL) earned the distinction of

manufacturing the first car in the country by assembling ‘Dodge Desoto’ and

‘Plymouth’ card at its Kurla plant. Hindustan Motors (HM), which started as

manufacturer of auto components, graduated to manufacture cars in 1949.

In 1952, the GOI set up a tariff commission to device regulations to develop

an indigenous automobile industry in the country. After the commission submitted its

recommendations, the GOI asked assembly plants, which did not have plans to set up

manufacturing facilities, to shut operations. As a result General Motors, Ford & Other

assemblers closed their operations in the country. The year was 1954 & this decision



of the government marked a turning point in the history of Indian car industry. The

GOI also had a say in what type of vehicle each manufacturer should make.

Therefore, each product was safely cocooned in its own segment with no fears of any

impending competition; Also, no new entrant was allowed even though they had plans

of full-fledged manufacturing program. The restrictive set of policies was chiefly

aimed at building an indigenous auto industry. However, the restrictions on mid-sized

car segments and Mercedes –Benz are in the industry. This would make the question

of survival is important & carmakers would have to play their cards well to remain in

contention.

Exports are expected to increase as a result of over capacity in the domestic

car industry & the govt policies to bring in a more liberal regime on the foreign

exchange front.

The flood of new entrants in the car industry as a result of liberalization has

led to complete transformation of the sector. The segment is flooded with new

models from new & existing players, a visible shift from a constrained supply

situation to a surplus. In the last decade or so, as many as 30 models have invaded the

market making it a case of embracement of riches. Moreover a lot many model are

waiting to hit the ramp by the end of the year.



The Indian car industry can be classified on the basses of price of the car into

Small/Economy segment (up to Rs. 0.25mn)

Mid-size segment (Rs. 0.25-0.45mn)

Luxury car segment (above Rs. 1mn).

The Liberal policy on foreign participation through technical & financial

collaboration in early 80’s led to substantial product up gradation & introduction of

new models. But it was alleged that the policy was discriminatory in favor of MUL,

while others like Telco, PAL, and HM, were denied permission to produce cars in

collaboration with Japanese companies.

The Govt. of India controls the car sector by way of framing polices on

depreciation norms, import duty on cars and parts used in it, petrol prices and import

duty of steel.

The perceptions of a car as luxury items import duties for car have been maintained

high. In the 80’s import duties varied between 150 to 200% based on the engine

capacity of car. The import duty on cars and components has come down in the last

few years in line with general reduction in import tariff.

The demand for cars in the past was supply driven, as demand did not match supply.

The led to high premium and long waiting periods for the cars. But change in

government policies coupled with aggressive capacity additions and up gradation of



models by MUL in the early nineties led to increase in supply and subsequently

reduced the waiting periods for economy cars.

The demand for cars is dependent on a number of factors. The key variables are per

capita income, introduction of new models, availability and cost of car financing

schemes, price of card, incidence of duties and taxes, depreciation norms, fuel cost

and its subsidization, public transport facilities etc. the first four factors viz., increase

in per capita income, introduction of new models, availability and cost of car

financing have positive relationship with the demand whereas others have an inverse

relationship with demand for cars.

The demand for cars in the future can be estimated with the help of making use of

macro economic variables like growth in GDP. Per capita income etc., or household

penetration technique.

The demand for cars in the future is expected to come predominantly from the

existing two wheeler owners who will be upgrading to a four-wheeler, due to rising

income and necessity of car for personal transportation purpose. Therefore, excluding

the owners of mopeds, the potential demand for cars in the next fifteen to twenty

years can be taken as 50% if the existing two wheeler populations of around 28 mn

units.

But with the release of new models in the higher end of the economy segment, the

supply of second hand economy cars is expected to increase substantially, which will

be costing just about two times the price of premium range two wheelers. This could



affect the demand for first hand/new cars. Also, with cross demand from utility

vehicles, availability of finance and other factors.

Increased support through finance from auto manufacturers was quite evident in

FY2000. this has and will in the future induce existing owners of cars to go for

technologically superior products in the same segment leading to sharp drop in prices

of second hand cars. This will also create a platform for up gradation of existing two

wheeler owners to four wheelers.

The luxury segments have been seeing more new entrants namely Toyota of Japan,

Skoda of Czech republic and Proton. Recently companies like MUL, GM and

Hindustan Motors have come out with new models to cover the present gap in the

segment. Therefore, the customer will be having a wider choice to choose depending

on the specific needs.

WHY CARMARKERS ARE CHEERING 2008

That’s the extra number of cars India’s passenger carmakers sold in the first

four months of 2003, as compared to the first four months of 2002. with the met

department predicting a good monsoon don’t you know; the fate off just about every

market in India is linked to the rains 2003 may be all that the Indian car industry

prayed for in its two years in the wilderness, and then some. Carmakers can take some

of the credit for that.

This year has already seen one new brand and six new models, and there’s

promise off more to come. Better still, none of the launches have been the bored let’s



do something too kind. Chevrolet Forrester, for instance, priced at around has

redefined the premium use market, hitherto represented by the Pajero (Rs. 30 lakh-

plus if imported; Rs.20 lakh plus if assembled locally) and pretender safari. Forester

was followed by Maruti Grand vitara and Honda’s CRV, both in a similar price bank.

And Hyundai launches its Terracan, use-shoppers can choose from a profusion of

riches.)

The companies had help form an unexpected quarter, India’s Finance Minister

Jaswant Singh. Even the most inveterate optimist expected the excise duty on cars to

come down by 4 percent in thee budget; it came down by 8 percent. Now surprisingly,

March 2003 the best month in the history of several models, Maruti 800 and Toyota

Qualis included.

The sales-levy harvest, marriage, and festival seasons lie ahead and some

carmakers are predicting a market in the region of 6000,000 plus cars this year.

DOMESTTIC PASSENNGER CAR SALES

2000 517666

2001 506393

2002 5443681

2003 196628



INTRODUCTION OF MARUTIUDYOG LIMITED

Maruti Udyog Limited was established in Feb 24 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 chosen from

seven prospective partners worldwide. This as due not only to their undisputed

leadership in small cars but also to their commitment to actively bring to MUL

contemporary technology and Japanese management practices (which had catapulated

Japan over USA to the status of the top auto manufacturing county in the world). A

license and a joint Venture agreement were signed between Govt. of India and Suzuki

Motor Company (now Suzuki Motor Corporation off Japan) in oct 1982.

Modernization off the Indian Automobile industry

Production of Fuel-efficient vehicles top 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 1 1983, the then Prime Minister of India, Mrs. Indira Gandhi, handed over

the keys of the first car to Mr. Harpal Singh of Delhi Volume targets were routinely

exceeded and in March 1994, Maruti 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 3.5 million vehicles by December 2001. Maruti is one of the



most successful automobile joint ventures, and has made profits every years since

inception till 2000-2001 although Maruthi generated operating profits on an income

of Rs92.5 billion, high depreciation on new model launches resulted in a book loss.

They are on tract for profits in 2001-02, with a profit of Rs. 300 million in the first

half. In this period, sales have increased by 55.33% against an industry decline of

6.1%. Maruti revolutionized the way Indians looked t cars “No othere car comp;any

so completely dominates its home market”. (The Economist) Despite there being I

company now in the passenger car market. Maruti holds about 60% of the total

market share MUL is also the first and only car company in the world alto lead as

home market in terms of both market share and in thee (JD power Customer

Satisfaction study JD power. Asia Pacific 2000 india Customer Satisfaction studies).

Great stress is laid on training and motivating the people who man and maintain the

equipment, since the best equipment alone cannot guarantee high quality and

productively. MUL introduced ‘Maruti 800’ in 1983 providing a complete facelift to

the Indian car industry. The car was launched as a “people car” with a price tag of Rs.

40,000, this changed the industry’s profile dramatically. Maruti 800 was well

accepted by middle-income facilities in the country and its sales increased from 1,200

units in FY 84 to more than 200,000 units in FY99. however in FY 2000, this figure

came down to 189,184 units, due to rising competition from Hyundai’s Santro

‘Telco’s Indica and Daewoo’s Matiz. MUL extended its product range to include

vans, multi-utility vehicles (MUVs) and mid –sized cars. The company has single

handedly driven the sales of cars in the country from 45,000 in FY844 to 409,951 cars



by FY 2000, cornering around 79.6% market share .with increasing competition from

new entrants, this market share has plummeted to almost 62% in FY 2000.

The de-licensing of auto industry in 1993 opened the gates to a virtual flood of

international automakers into the country with an idea to tap the large population base

of 950 mn people. Also the lifting of quantitative restrictions on imports by the recent

policy is expected to add up to the flurry of foreign cars in to the country

Many companies have entered the car manufacturing sector, to tap the middle

and premium end of car industry. The new entrants are Daewoo (matiz), Telco

(Indica) and Hyundai (Santro) in upper end of economy car market. GM Ford,

Peugeot, Mitsubishi, Honda and Fiat have entered the foreign collaborations led to

limitations on import of technology through technical agreements.

The other control imposed on carmakers related to production capacity and

distribution. The GGOI control even extended to fixation of prices for cars and dealer

commissions. This triggered the start off a protracted legal battle in 1969 between

some carmakers and GOI. Simply put, the three decades following the establishment

of the passenger car industry in Indica and leading up to the early 1980’s proved to be

the “dark ages” for the consumer, as his choice throughout this period was limited to

two models viz. ambassador and Padmini. It was only in 19985, after the entry off

Maruti Udyog, that the carmakers were given a free had to fix the prices of cars, thus,

effectively abolishing all controls relating to the pricing of the end product.



In the early 80’s a series of liberal policy changes were announced marking

another turning point for the automobile industry. The GGOI entered the car business,

with a 74% stake in Maruti Udyog Ltd. (MUL), the joint venture with Suzuki Motors

Ltd. Of Japan.

In 1985, the GOI announced its famous broad banding policy which gave new

licenses to broad groups of automotive products like two and four-wheeled vehicles.

Though a liberal move, the licensing system was still very much impact.

Maruti Udyog Ltd. (MUL), a subsidiary of Suzuki Motor Corporation of Japan, has

been the leader of the Indian car market for

about two decades. Its manufacturing plant, located some 25 Km south of New Delhi i

n Gurgaon, has an installed capacity of

3,50,000 units per annum, with a capability to produce about half a million vehicles.

The company has a portfolio of 11 brands,

including Maruti 800, premium small car Zen, Swift, international brands Alto and

WagonR, off-roader Gypsy, mid-size Esteem,

luxury car Baleno, the MPV Omni, Versa and Luxury SUV Grand Vitara XL7.

In recent years, MUL has made major strides towards its goal of becoming Suzuki

Motor Corporation’s R and D hub for Asia.

It has introduced upgraded versions of WagonR, Zen and Esteem, completely

designed and styled in-house



Maruti Suzuki India Ltd - Company Profile

Company

Profile:Maruti Suzuki India Ltd

Ticker: 532500

Exchanges: BOM

2008 Sales: 181,040,000,000

Major Industry: Automotive

Sub Industry: Diversified Automotive Mfrs.

Country: INDIA

Employees: 7090

MUL’S VISION

“To be the leader in the Indian Automobile industry. Creating Customer

Delight and Shareholder’s Wealth.

MUL’s core values:-

# Customer obsession

# Fast Flexible & First Mover

# Innovation & Creativity

# Openness & Learning



Maruti has a strong international presence with sales in over 70 countries

worldwide spanning from Europe, South and Central America, Africa, Oceania and

Asia.

Mul’s total exports till today were over 253000 vehicles. Over 71% of these

vehicles have been exported to Europe. The internationally popular. Alto has carved a

niche for itself in extremely competitive and technologically advanced. European

countries like Netherlands, UK, Finland Sweden, Greece Italy, Belgium and in South

America.

From the beginning it was a conscious decision in MUL to send people to

Suzuki Motor Corporation for on the job training for the technicians, supervisors and

engineers. This helps them to imbibe the culture in a way that merely transferring

technology through documents can never replicate. At present 20% of Maruti’s our

workforce have been trained under this programmed.

MUL’s employed are its greatest strength and asset. It is this underlying

philosophy that his molded its workforce into a team with common goals and

objectives. MUL’s Employee Management relationship is therefore characterized by;

* Participative Management

* Teamwork & Kaizen.

* Communication and information sharing.

* Open office culture for easy accessibility.



To implement this philosophy, MUL have taken several measures like a flat

organizational structure. There are only three levels of responsibilities ranging from

the Board of Directors, Division Heads to Department Heads. Other visible features of

this philosophy are an open office, common uniforms (at all levels) and a common

canteen for all.

This structure ensures better communication and speedy decision-making

processes. It also creates an environment that builds trust transparency and a sense of

belonging amongst employees.

SUZUKI (SMC) Commitment to Maruti

SMC acquired 26% stake in Maruti in 1982 and later increased it to 50% in

1992.

SMC paid control premium of Rs. 4bn in Maruti through a rights issue at a

price of Rs. 164/-share (for face value of Rs.5/-) to increase stake to 54.2%.

SMC plans to make Maruti as the automobile development center for Asia

baby 2007.

Maruti is the export base for small cars to Europe and other Countries around

the globe.

1.900 employees out of the total strength of 4,4590 have been trained at

Suzuki’s facilities in Japan for 6 months or more.



Shareholder Pre issue Post issue

Suzuki Motor corp. 54% 54%

Govt. of India 46% 21%

Public 34% 25%

Total 100% 100%

Options available to the GOI for divesting its balance 20.5% in Maruti.

Monthly sales

Maruti Suzuki Sales New Delhi, December 1, 2008 Car market leader Maruti Suzuki

India Limited sold 52,711 vehicles in November 2008. This includes 5,007 units of

exports.

The company had sold 69,699 vehicles in the domestic market in November 2007.

Maruti Suzuki's volume in the domestic A3 segment went up by 40.3 per cent.



The sales figures for November 2008 are given below:-

Segment

Models

November Till NovemberApril'07 - March'082008 2007

% Change

2008-09

2007-08

% Change

A1 M800 2307 5653 -59.2 34400 44795 -23.2 69553

C Omni, Versa 3845 7331 -47.6 51177 57525 -11.0 89729

A2Alto, Wagon-R, Zen, Swift, A-star

34976

47641

-26.632192

0327820 -1.8 499280

A3SX4, Esteem, Dzire *

5975 4260 40.3 46176 33611 37.4 49335

Total Passenger Cars4710

36488

5-27.4

453673

463751 -2.2 707897

MUVGypsy, Grand Vitara *

601 331 81.6 4957 2481 99.8 3921

Domestic4770

46521

6-26.9

458630

466232 -1.6 711818

Export 5007 4483 11.7 40606 33876 19.9 53024

Total Sales5271

16969

9-24.4

499236

500108 -0.2 764842

* SX4 launched in May 2007, Grand Vitara launched in July 2007, DZire launched

in March 2008, Esteem figures are for 2007-08.

After the completion of this Offer, GOI has the right;



1) To sell the remainder of its shareholding on Maruti on any Indian stock

exchange within twenty four (24) months commencing from the date of

the listing; or

2) By exercising its put option under the RJVA to cause Suzuki to purchase

its unsold equity shares. GOI may exercise this put option at any time after

four months from the date of listing of the equity shares up to the expiry of

twenty roar months after the date of listing of the equity shares.

OFFER SUMMARY;-

Offer for sale of GOI of 72,243,300 equity shares of Rs5/- each representing 25% of

the equity capital of Maruti.

Floor Price-Rs. 115 per share

Bid/issue opening Date; June 12 2003

Bid/issue closing Date; June 19 2003

Offer route: 100% booking building

Listing: BSE, NSE

The IPO is through the 100% book building arouse with the following allocations:

Qualified institutional Buyers- Maximum of 60% of issue size with

Discretionary allocation.



Wholesale Portion (i.e non-institutional investors applying for more than 1000

shares)- 15% of the issue size with proportionate allocation.

Retail portion (i.e., individual investors applying up to 1000 shares) 25% of

the issue size with proportionate allocation.

SEVEN REASONS OF MARUTI TO REMAIN ON TOP-

1) BEST VALUE FOR MONEY:-

There are, currently three domestic airlines in India. They often fly the same

models; their engine maintenance and catering are form common sources, as is

their flues and lubricants. Sitting on absolutely similar seats, looking at a

runway before take off, how does it matter what’s painted on the outside?

Similarly, if you aware comfortable inside your car and basic locomotion has

been achieved in comfort with acceptable safety levels, what difference do

shape, form or lines make?

With this basis aim in mind, a large majority of our population

continues to vote for the numbers sold and in terms of the reasonably good

quality of used cars available. Maruti stays way ahead. The recent reduction in

prices simply makes a good thing good better.

So, when it comes to plain-vanilla, value for money, we still vote the

M-800 the best car in India. Tata Indica, however, is steadily moving into this

territory, and quite justifiably so.



2) BEST AFTER-SALES SUPPORT:-

“We don’t support placing spares for our cars in the open market because that way we

would have no control over spurious parts”. Says a spokesperson of one of the bigger

car manufacturers in India. Noble sentiment, no doubt, but for the fact that soon after,

its Chennai dealer was fired for sealing spurious cars! He was selling lower – end

models as the higher end eco friendly models make and pocketing the difference. The

compulsory servicing only at dealers is the main cause of such flacons.

The point here is that after sales service and warranty repairs are best carried

out if there is fair competition between authorized dealers, non-dealer authorized

service stations and independents. Here again, the Maruti Genuine parts (MGP)

programmed, which makes company certified and branded spares available over the

counter everywhere, puts Maruti miles ahead of other car manufacturers. Tata is

understood to be doing the same for its cars.

3) BEST RESALE VALUE: -

In the good old days, all Indian cars had great resale value. Very often, you

could use a car three to four years and then self it at a very good price. There was

need for a motoring media then; anything that was manufactured could be sold. Used

Ambassadors were snapped up by the taxi trade, Fiat 1100’s Premier Padminis were

carried away by the middle class and the standard Heralds by the young at heart.

Resale values now drop faster so trying to set numbers is very difficult. The

figures also very geographically, given the vast variation in registration rules.



However, the demand Hero Honda Bikes in the 2nd market is very high specially

splendor.

All other things being equal, we found that used. Hero Honda Bikes dispose

of, and they get a fairs price in the bargain Remember, if you end up with the wrong

bike you may not even get scrap value for it after a decade. Ask the beleaguered

owners of the Peugeot 309, Rover 2000, Montego or Fiat Uno.

4) BEST LOW – MAINTAINANCE BIKE:-

Are you the worth of person who maintains small diaries in which you record

things like amount and cost of fuel, and other expenses? Are you terrified of picking

up scratches while parking?

Here’s you car. The award this year, as in the past few, for the most

commonsensical, low-maintenance, easy-handling city car goes ot the Maruti Omni,

sure, there is the safety issue if you zip down highways, but you are a safe driver,

right? Likewise there’s the issue of breadbox looks, but where else can you sit yogi-

style on the rear seat? And we know Gujarati families that have simply taken of all

seating from the back and put in giddies where they lounger in the true tradition of

good congressmen.

Truth is, large numbers of car owners will never ever leave the boundaries of

their town or district. Nothing beats the Omni, and if you want an air of luxury, head

for the five-seater aircon version.



5) BEST FOR DRIVING PLEASURE:-

So, you love that controlled squeal as your car trucks into the roundabout,

shifting down two gears, tapping breaks like a bullet dancer snatching the revs back as

you get past the apex of your controlled skid to make for the point your eyes have

unconsciously marked as the spot where you will apply counter steering? Happiness is

mind, hands and feet meshing with the car under you in one great –synchronized

sweep. At the same time, you must get home and do the chores, too.

By rights, you need a powerful and quiche hatchback to really get that rush.

But in real life, the low-slung Maruti Zen petrol with its free revving engine is what

gives you the best highs on Indian roads. And now the new Tata Indica petrol V2 has

come along and re-laugh us the benefits of weight and rigid bodies on stiff

suspensions. Priced almost the same, these two are the cars that are, simply, the most

fun to drive.

Maruti unfortunately, does not sell a 1.3 litre engine for the Zen, but if you can

try and get hold of an old Esteem engine and shoehorn it into the Zen. It’s total

nirvana, of the low-cost, sustainable kind.

6) BEST FOR BAD BACKS:-

Motorcar design worldwide, after romance with getting closer to the ground,

now seems to be heading back to higher cars. The Ambassador is bought in the UK



mainly by barristers who want to maintain the crease in their trousers and the steel in

their spines. In Indiums, the sedans, with the exception of the Ford Ikon, are by and

large ground huggers.

The two cars good for bad backs and knife-edge creases are the Hyundai

Santro and the Maruti Wagon-R. The Santro also comes with the added advantage of

a near little place right next to the clutch to rest your aching left foot.

7) BEST ON HI-TECH

Torque, power, bhp, power-to-weight ratio, flat and round curves, peaks and

throughs-we might as well talk Double Dutch. The significant thing is none of this has

much to do with what awe really mean by latest, high-end auto technology. The trugh

is none of the cars made in India are anywhere near the latest technologies. If

anything, when sold here, a model comes without a few of the specs it would carry

even in neighboring Thailand.

It will be a while before our roads see something close to the latest in auto

technology. But, among present models, Honda manages to give some great stuff in

its engines but the cars are too expensive. Among the lower priced ones, the 1.1

engines fitted in the Maruti Alto or Wagon-R gives access to some recent innovations

that provide a nice mix of pep and economy. That’s it.



HOT ABOUT MARUTI

Car market leader Maruti Udyog Limited has shown a 46% growth in sales

volume in May 2003, compared to the same month last year.

The company sold 39,178 vehicle units during the month.

In April-May 2003, Maruti’s passenger car sales volume was 39 percent

higher than in April-May 2002. In April 2003, the company’s domestic sales had

grown by 30 percent over April 2002. In March 2003, Maruti sold 42,123 vehicles in

the domestic market, the highest ever-monthly sales in the company’s history.

Models have powered Maruti’s sharp growth in May 2003 across all segments.

Sales of Maruti 8000 in May 2003 touched 16.607 units, a whopping 80 per cent

higher than in May 2002. (India’s favorite car had grown 50 percent in April 2003. In

March 2003, the maruti 800 had recorded the highest ever-monthly sales for any car

model in the county. The Omni overcame a sluggish trend and grew 13% in May

2003 compared to may 2002. WagonR’s interesting record.

The WagonR sold Whopping 5179 units in May 2003. This is the highest

ever-monthly sale of the model since it entered the Indian market in Feb 2000. This

also 132% higher than WagonR sale in May.

Building on their performance record & the ties of trust maruti have forged

over the years, they remain committed to their corporate vision of being an



internationally comities co. in terms of products & services, & providing value &

satisfaction worldwide.

For successfully carving out this niche in international marketing, the GOI has

awarded MUL the Golden Star Trading House status.



ORGANIZATIONAL CHART

Chief Executive officer

General Manager

Management Representative Receptionist

Sales Dept Spares& accessories Workshop Dept Accounts Dept Administration Security Manager Dept manager Manager Manager

Marketing Procurement of Recruitment Spares Per delivery Bank Accessories Inspections Transition

Showroom& Field sales

Issues of spares & Accessories to Service Pay Roll Workshop Repairs Daily

ReconciliationInvoicing

Counter sales Final PartyOrder Inspections LedgerBooking

Accident Follow Up

Denting

Washing

Follow Up

Training Training Training Expense Control



FUNCTION OF KEY PERSONNEL OF RNS MOTORS

Chief executive officer responsible for the overall functioning and administration of

the co. and provide support to the management representative in maintaining and

implementing all the activities in the co.

General Manager, as a head of the organization is responsible for the overall

functioning and administration of the organization. He appraises the CEO of the

important activities and development of the organization.

Spared Manager heading spares and accessories department as authority to control his

staff. He is authorized to prepare spares and accessories bills.

Works manager heading the workshop has authority to control the workshop staff and

co-ordinate service promotion activities.

IN DEPTH STUDY OF DEPARTMENTS

CEO:-

Chief Executive Officer of the company is Mr. Sunil. R. Shetty. He is the one

who is responsible for ups and falls of the organization.

GENERAL MANAGER: -

The G.M. of the organization is Mr. Sanjay Wale. Who is dynamic disciplined

and having autocratic leadership qualities? He is captain of the ship. The journey of

the ship depends upon his decisions.



Following are the some of the functions of G.M.

To lead the organization.

To take effective decisions in the track of selected plan and meet the objectivies.

To lead his team in satisfying the customer as required by customer.

To maintain Formal relationship with employees as well as customers.

Proper checking of accounts.

To have a proper check over the daily works.

To take his team into the right path to meet the goals.

To provide proper training to the employees.

MANAGEMENT REPRESENTATIVE

He is person who represents his organization to the world car Industry.

This head is lead by G.M. And following are the functions performed by G.M. under

this head.

To represent the organ. To the world.

To build firms name in the market.

To maintain friendly relationships with other franchises.

To maintain good relationship with distributors of accessories and other suppliers.



RECEPTIONIST

Is a person who attains and welcoming and giving in formations to the

customers required by them.

Miss. Roopa. Kulkarni performs this post. Some of the functions of the receptionist

are as follows:

Attending the customer with warm & wishes.

Providing information to the customer.

Attending & diverting the calls to the required persons.

Collecting & passing the official letters.

Maintaining potential customer list.

MARKETING, SALES DEPARTTMENT

Marketing means giving the knowledge of the product through advertising and

finding the niche market. And catching the potential market for the product. In other

words sales refers to the process of selling the product to the customer, which

includes invoicing, order Booking, Delivery and follow-ups.

Mrs. Archana Shetty manages this department.

The explanations of the sales process are as follows:



# MARKETING:- It includes providing product knowledge to the customer through

advertising which also includes sales promotional activities if the product is in

maturity stage.

#SHOW ROOM & FIELD SALES:-

Show Room Sales: - It refers to the sales done in showroom when customers

come to take the knowledge about the car. The customers came to the showroom will

be mostly interesting the buying car(s).

Field sales:- It refers to the sales done by the marketing representative by convincing

the customers. Here the customer list is taken from the secondary sources or the

customers who had come to taken from the secondary sources or the customers who

had come to take the information about the car.

#INVOICING:- It contains the list of customers who wanted (Interested in buying

car(s). It also contains allocations of market zones to the marketing representatives to

cover the market.

#ORDER BOOKING:-

Here according to the customer’s needs and wants the order booking is done. Here

each and every element is taken into consideration i.e, colour, price, model, date of

delivery, accessories etc.



#DELIVERY:

Here according to the date of order booking the delivery is done. RNS Motors is very

particular about time. Because if it gets delay then it may loose the customers. So it

takes all the cares to not to happen so.

#FOLLOW UPS:-

It contains all the works related to after sale services viz., calling them for monthly

services, solving the problems of car, Giving information about maintenance of car.

#TRAINING:-

Here training is given to the marketing representative and also to the customer about

proper maintenance of car and proper use of car.

SPARED & ACCESSORIES DEPARTMENT MANAGER

N.I. Bhat manages this department. This department is dealing with proper

maintenance of spares required for cars. These include spare parts required for the

maintenance of car.

Accessories refer to the extra items, which makes your car look grand. Some

of the accessories are stereo, seat covers, wheel caps, Brake lights etc.



FUNCTIONS:

1) Procurement of Spares & Accessories:-

It includes procurement of spares & accessories as required by stores. & it also

includes proper checking of shortages.

As & when servicing is carried on in workshop requirement of spares and

accessories will be high so this all work should carried by this department only.

3) Counter sales:

Here the spares and accessories are sold on the counter only. When the service

taking place if any spares required they all are sold through this counter only i.e. Oil,

Nuts, Bolts, Lubricants etc.

4) Inventory control of spares:

Here each and every kind of spares is maintained properly. Highly moving

spares are having more demand and should be kept fully without any shortages. Here

the manage is responsible for all the shortage and proper maintained.

5) Training:

Here the training si given to the employees who are working in spares

department. Is new accessories come to the showroom then proper training is

necessary from him. Manager takes this.



WORKSHOP DEPARTMENT

This department is managed by Panchaksharayya hiremath. Here vehicle-

washing, repair, servicing is done. According to the customer needs the job card is

going to prepare. It contains the usual problems lits, which is faced by customers

regularly. So the customers can express their feelings easily and also this department

is contained imported machines like injector cleaner, wheel alignment machines,

spark plug cleaner, numatic Impact ranges, wheel balancing machines. This

department is also contained with separate department of denting which is headed by

Mr. Gautam and this department is contained with mini spotters machines, and every

work is done through manually and 4-5 worker are working here and in workshop

department and 15 workers, 3 advisors, 3 supervisors are working in work shop and

all provided with ESI facility & every body is having casual leaves with PF.

Surprisingly this department is having relationship with customer care

department, which is dealing with contacting the existing customers about their

problems and services. Here the customers are free to ask any kind of Questions

regarding the vehicle during the working hours



KEY FUNCTIONS OF WORKSHOP DEPARTMENT

1. Predelivery inspection:-

Here before delivery of vehicle to the customer the workshop dept. workers

are checking the vehicle whether it is in a good condition or not.

2. Service Repair

Here the work starts form servicing the vehicle. According to the customers needs the

service is done. So the customers can feel happy. First the Job card is going to prepare

here.

3. Final inspection.

Here after full service the inspection is done in front of customer. It is called

as Final inspection. It includes the machine work.

4. Accident Repair, Denting & Washing:-

Here the works related to Accident of vehicle & washing is done. It means for

Accident vehicle only one separate department is maintained i.e. Denting Department.

For washing purpose only new kind shampoos are using here.

5. Training

For new king of Repairs training is necessary to the workers because without proper

training a person cannot work properly. RNS Motors sending its workers to Bangalore

and Delhi for training purpose.



ACCOUNTS DEPARTMENT

This department is managed by Mr. Prasad kumar who is having deep

knowledge about maintaining and checking of accounts proper checking of accounts

is very necessary because without it we can’t take good decisions for future. It

contains proper checking of accounts related to cash transactions while purchasing

cars. The all accounts work is done through United Western bank.

FUNCTIONS OF ACCOUNT DEPARTMENT

1. Bank Transactions:

The customers who taken cars on the loan basis is concerned to Bank. So the

transactions are done through Banks.

2. Daily Reconciliation:

Here daily checking of accounts is done. Because it is necessary for future

decisions. Proper checking of accounts builds the good will of the firm.

3. Party Ledger

Here each and every customer’s ledger account is going to be prepared.

Because the customer may be taken the car on the basis of loan or cash basis. But it is

necessary to prepare each and every customer ledger account because it is necessary

for checking the total sales.



4. Follow-Ups:

After the party taken the car on the basis of cash or loan basis. But it is very

important to the organization. To inform regularly about repayment of loan and

informing them about the balancing amount.

5. Expense Control

Here proper steps taken by the management to control the expenses related ot

finance and accounts.

ADMINISTRATION DEPARTMENT

This contains the work related to the recruited of workers and staff members

and their payroll.

In RNS Motors every workers and staff member are very talented. They are

talented in their own field. So the GM is very discipline in nature “As there is king the

subordinates are there”,

And every body is working effectively and efficiently.

The main functions of this department are,

1. Recruitment

2. Payroll



All payments are based on their performance. If they are working well they are

earning well. The workers and staff are satisfied with there payroll and they are

satisfied with their payroll and they are trying to earn more and they can work well in

future.

SECURITY

Last but not the least, when there is a king there should be security fo rhim and

his organization. The king will be a big zero without security. So in RNS Motors

security playing an important role in Maintaining discipline and they are very

particular about their working. If any thing happens ot be inside it should starts form

security and ends with security,

TRUE VALUE DEPARTMENT

This Department Is Dept, Which Does Not Come under the Main

organization. True value department is department where the old cars are sold and

new cars are purchased. It’s just like the exchange offer you have seen in the market.

We have seen such offer in only 2 wheelers. Now MUL has brought it in its

co.s Car.

The following are main objectives to bring out True value department.

To make the car market of India to be filled in only Maruti co’s cars.



To make more sales of Maruti co’s new cars.

To sell the old cars@good & reasonable rate.

This department is done mainly to initiate the customer to buy the Maruti co. ls new

cars.

Considering these main objectives MUL has started true value Department on

27th march 2003. this is new concept is really working a lot here, but customers need

the 2nd hand car in less price.


mailto:cars@good


TERMS AND CONDITIONS TO SELL YOUR CAR IN TRUE VALUE

DEPARTMENT.

1. The car should not be old more than 7 years. The car more than seven

years of purchase date is not accepted. Reason is because the car will be

more worn out.

2. The next point is the car should not be run above 100.000 Kms. This rule

is because if the car runs above so many Kms then it looses its

effectiveness.

3. The deprecation to the new car is calculated as 20% every year.

SALES PROCEDURE

1. Show room & field sales: Show room & field executives attend inquire of

customers entering in to the showroom & field executive visit the customer

and handle inquire supplying all the required & also demanded information to

them.

If required they give demonstration of vehicles & distribute vehicles catalogues

sent by MUL.

They then follow procurement of order & whereas the fiel dsales executive co-

ordinate between the customer & the co.



Then they meet the owners of vehicles including their customers & explain

them about the spares availability & service facility in the co. & continence them

to bring their vehicles to the workshop for service/repair.

2. Issue of proforma invoice:

Customers are given pro-forma invoice if needed, by sales executives with

explanations about different models, colours, prices and booking procedures,

delivery procedures and time.

3. Booking of vehicles:

At the time of booking, customer comes with the payment order booking from

will be filled up by the sales executive with the customer details, giving a vehicle

allotment no payment and vehicle details taking customer’s signature on it. One

copy of the same and the copy off payments acknowledgement receipt will be

given to the customer. Their other copies, along with the letter form bank/financial

and customer proof address will be kept in the customer’s file.

4. Procurement of vehicles:

Funds will be remitted to MUL as and when required. The vehicles will be

lifted against a L.C. After receiving vehicles from MUL, all details will be

entered into vehicles receipt register and also fed into the computer. All new

vehicles undergo predelivery inspection before its delivery to the customers.

5. Allotting of vehicles and sending intimation to customers:



Vehicle will be allotted to the customer, and then intimation letter is sent to

them, which would contain vehicle delivery date, expected documents and

balance payment to be paid.

6. Delivery of vehicle:

Invoice, sale letter and gate pass will be prepared and customer’s signature is

taken on the sales letter at the time of delivery. Required help will be provided

in case of registration of the vehicle and also in case of insurance, as special

service provided to the customers. Lastly, new vehicle delivery note is filled

and customer’s signature is taken on it, when the customer takes actual

delivery of the vehicle.

7. Post –delivery follow up:

Tele marketing executive will call up local customers to check for the

performance of his/her vehicle and the responses are recorded accordingly.

Any complaints received will be referred immediately to the concerned

department head.

SERVICE PROCEDURE

Service activities start with the entry of customer into the front office of

workshop department. The customers have ot handle their queries with concerned

workshop staff with opening of job card. The details are entered in the job card and

the vehicles are booked for service depending upon the workload.



The vehicles will be then thoroughly inspected property in front of the

customers and then the requirements will be explained to the customers with fault

severity. Then the job cards are opened and the repairs service demanded by the

customers is entered. The estimated cost and the estimated delivery time shall be

clearly explained to the customers.

If in case there is detection of any fault in the vehicle, that needs repair, then

the same will is done at extra cost and extra delivery time, by intimating priority to

the customers verbally or through mail.

SWOT ANALYSIS

It refers to the strengths, weakness, opportunities and threats of the organization.

The following are the some of the SWOT’s of the RNS Motors. These SWOT

Analysis helps ot know where the organization. Is standing and where it may to

ahead?

STRENGTHS

The organization. Is vast in terms of place, financial terms, and the market

share of the parent co .i.e. MUL.

The parent co. has market share of 63% in the Indian car industry.

The MUL has concentrated its products in all the 3 classes in society.



RNS’s showroom is also making 63% of market share in the local market in the

surrounding car market.

There are no competitors to RNS motors in its market situated in HUBLI.

The market coverage of RNS motors in Hubli is having 6 districts.

There are also no other service stations, which can compete RNS in the service of

Maruti cars.

The organization has very well goodwill in the market.

They’re its good belief in people. I.e. customers about the quality of service done to

cars.

WEAKNESSES

Customers are not happy with the price quoted to the spares, accessories and

even some times to services.

Customers are having complaint about there repair of the same job.

Clear-cut explanation is not given to the customers while service.

Some customers claim about the less care taking of the old customers.

OPPORTUNITIES

The public’s income is growing and many new customers may arise.

The new niche market is coming. Try to concentrate on this market.



Since your market is up to Bagalkot, the people form there have got most of

compensation money, this market would tech more sales.

Go for first launching of innovated cars, don’t become 2nd launcher the credit goes to

the first launcher.

Keep contest, functions, and offers to old customers which will develop your goodwill

to towards existing customers.

People may look you if your co. launches vehicles to the luxury segment and sports

utility cars.

There are many new institutions coming up they may become the customers of RNS if

your work.

THEREATS

Try to avoid unnecessary costs spending in the organization premises.

Try to avoid unhappiness of existing customers.

Try to avoid re job in the service stations.

Explanation to the customers about offers, services must be clear and neat. Without

any misunderstandings.



CONCLUSION

RNS MOTORS is a well growing organization. In the market of cars. As the

franchise ot the Maruti co. (MUL) RNS Motors is the No.1 franchise in India for its

quality service and sales.

As every organization, RNS Morots Hubli has its own goals the entire

department and employees of the organizations work together to achieve the goals set.

All the departments in the organization work together to achieve the objectives of the

organizations.

The sales department has its own functions of field sales and showroom sales.

The workshop department has its own functions and duties in regarding of the repairs

and maintainers of the car. Under this the customer care department will also come

which intake the jobs coming from the customers and sends it to workshop. Spares

and accessories dept has its own rules, methods, function and duties in maintaining

stock of goods.

By studying all the departments we can say that the franchise is running well

in business with well equipped machines, technology and well sales.

Totally we can say that RNS Motors is doing well in its business and giving

well service to the new and old Maruti cars customers.



SUGGESTIONS

By studying the organization we know that the RNS Motors HUBLI is doing

well in its own track. The whole 1st part of project says that all departments &

employees are working well to achieve the goals.

So we can’t any suggestions to such organization where there are very less

complaints. Because there is no limit to the perfection, here are some suggestions the

organization can refer.

Try to find out the customer’ sun happiness in their car & cure it.

Maintain good relationship with all the customers.

Do as you say, this means that explain the customer about the offers, financial terms

& conditions, technical problems etc.

If you keep customer’s car in good condition the customer will keep us happy.

Refer to the SWOT analysis part to get some more suggestions.



INTRODUCTION MARKETING RESEARCH

DEFINITION:-

The American Marketing Association defines Marketing Research as,

The systematic gathering recording and analyzing of data about problems

related to thee marketing of goods and service”

Green & Tull defines Marketing Research as.

“The systematic and objective search for an analysis of information relevant to the

identification and solution of any problem in the field of marketing.

SCOPE

M.R> is concerned with all aspects of marketing, relating to product design

and development, product mix, pricing, packaging, branding, sales, distribution,

competition, target customer segments and their buying behavior, advertising and its

impact. Specially scope of M.R. includes customers, products, distribution,

advertising, competitive information and macro-level phenomenon.

1. Marketing is concerned with identifying and fulfilling customer needs and

wants.

2. The second area, which is of direct concern for M.R> is product and product

design.



3. M.R> helps in discovering what types of distribution channels and retail

outlets are more profitable for your product.

4. Most companies provide advertising support for their products.

5. M.R is being increasingly used at the macro level ex. Govt

PURPOSE OF MARKETING RESEARCH

1. the basic purpose of M.R. is to facilitate the decision making process.

2. The second purpose of M.R is that it helps to reduce the risk associated the

process of decision-making.

3. The third purpose of M.R. is that helps firms in discovering opportunities,

which can be profitably exploited.

APPLICATION OF MARKETING RESEARCH

Marketing Research is applied in following areas,

1. Market Segmentation

2. Product Research

3. Price Research

4. Distribution Research



5. Advertising Research

6. Sales Promotion Research

7. Social Research

8. Financial Research

9. Strategic Planning

LIMITATION OF MARKETING RESEARCH

Following are the some limitations of M.R.

1. M.R. should not be considered as a panacea for all marketing Problems.

2. The consumers may not express their actual feeling in there response.

3. There may be misuse of data due to misrepresentation.

4. Too much dependence on M.R. can lead to a flood of data, which is difficult to

control.

5. Last but not the least the time, cost and energy is wasted if the information is

not correct.



MARKETING RESEARCH

Subject: - A Marketing research on Brand Awareness and Preference of

Maruthi Suzuki Swift and Advertisement Effectiveness

STATEMENT OF OBJECTIVES:-

(1) To determine the competition in the market.

(2) To know the factors influencing on car buying behavior.

(3) The role players in a car buying decision.

(4) To know the consumer satisfaction level.

(5) To understand the effectiveness of advertisement of Maruthi Suzuki Swift.

Methodology of Research

RESEARCH DESIGN:-

(1) The research is based on primary data gathered by administering

questionnaire of 50 respondents.

(2) The selection of respondents was based on “Judgment sampling”

(3) And also use the secondary data by collecting source of magazines.



Sampling Process

Element: - Customers who already purchased Maruthi Suzuki Swift.

Sampling unit: - Customers of any qualification.

Sampling budget:- The amount of money spent while conducting survey is Rs 600/-.

Time: - The time taken for survey is 15 days.

To conduct this research we have chosen 50 respondents, out of which 39 are

male & 11 are female respondents. The survey is conducted in Hubli and

Dharwad.



STEPS IN RESEARCH DESIGN PROCESS:-


DEFINE THE RESEARCH PROBLEM

ESTIMATE THE VALUE OF INFORMATION

SELECT THE DATA COLLECTION METHOD

SELECT THE MEASUREMENT TECHIQUE

SELECT THE SAMPLE

SELECT THE ANALYTICAL APPROACH

EVALUATE THE ETHICS OF RESEARCH

SPECIFY TIME & FINANCIAL COST



PREPARE THE RESEARCH PROPASAL


1. Define the Research Problem

Our problem is to find out the customers satisfaction level regarding after sale

services provided by RNS Motors Hubli.

2. Estimate the value of information

Here the information needed may be two types.

1. Secondary information needed is the no. of cars sold in Hubli and

Dharwad area in the year 2003.

2. Primary information needed is to be collected form an

Individuals. Because the satisfaction levels changes from person to person. Here we

must collect such data more and more, so that we can summaries and tell the total

customer’s satisfaction level regarding the after sales service given by RNS Motors

Hubli.

3. Select the data collection Method(S)

As we said we collected our information through questionnaire method. So we

chose personal Interview method as better way to collect the information. So to

contact customers directly we had taken the customers list provided by RNS Motors

of year 2008.



4. Select the measurement techniques:

To check the customer’s satisfaction we had chosen some rating scale as per

the requirements, namely.

Closed ended questions

Open ended questions.

Like scale questions having 5 options.

Non comparative rating scales (Balanced and Unbalanced)

The constant sum scale

Emotions scale

Graphic non-comparative rating scales

Even comparative unbalance rating scale

Odd unbalanced forced non-comparative rating scale.

5. Select the sample

We took Hubli and Dharwad as our research are and we took 200 no. of

customers form RNS Motors of the year 2008. In that we have selected 50 members

as our sample by convenience random sampling methods i.e. we have taken 25% of

our selected population of 200 customers.



Process of Sampling

a. Define the population

b. Specify the sampling frame.

c. Specify the sampling unit.

d. Selection of sampling method.

e. Determination of sample size.

f. Specify the sampling plan.

g. Select the sample.

a) Define the population

The population for a survey of customer satisfaction of RNS Motors is defined

as “the entire customer who purchased Maruti cars in Hubli Dharwad in the year

2008”.

Element – Maruti car purchasers.

Sampling Unit - In RNS Motors Hubli.

Extent – In Hubli Dharwad only

Time – In the year 2008.



b) Specify the sampling Frame”

If a probability sample is to be taken a sampling frame is required. A sampling

frame is a means of representing the elements of the population.

So for our survey we chosen existing customers list of the year 2008 as

sampling frame.

e) Specify the Sampling Unit:

A sampling unit is the basic unit containing the elements of the population to

be sampled.

For our survey we had chosen 50 customers as our sampling unit i.e. 25%

whole population (200)

d) Selection of Sampling Method:

The sampling method is the way the sample units are to the selected.

We had chosen Non-probability samples as our sampling method. In that we

chose convenience samples, because we can’t meet each and every Maruti car

purchasers in Hubli and Dharwad in a particular period of time.

e) Determination of the sample size:

The determination of the proper sample size has traditionally been taught by

one method in statistics classes and often fractioned by an entirely different approach



in the field. To determine our sample size we selected the economy method called as

“ALL-YOU-CAN-AFFORD”

Explanation of the Method:

Out Budget for the survey Rs. 600/- We planned to meet 10 customers per day

but we use to get only 5 customers (Average). So for one day our expenses=

1) Fuel Charges = Rs. 40/day

2) Meals (Launch) = Rs. 15/day

Total = Rs. 55/day

We did our survey for 10 days to collect 50 respondents.

So the calculation is as follows.

Rs. 55 * 10 days=550+Additional Charges Rs. 50

= Rs. 600/-

So. Our expenses=Expected Budget.

f) Specify the Sampling Plan:

The sampling plan involves the specification of how each of the decisions

made thus far is to be implemented.

For our survey we decided to meet 10 customers per day. Our survey was

consisting of 50 customers. Which we took from Hubli and Dharwad territories. It is

distributed as follows.



HUBLI DHARWAR

Gokul Road Narauyanapur

Vidyanagar R.C. Nagar

Deshpande Nagar Shrinagar

Keshwapur Barakotri

Saraswatpur

h) Selected the Sample:

The final step in the sampling process is the actual selection of the sample

elements. This requires a substantial amount of office and fieldwork, particularly if

personal interviews are involved.

For our survey we selected 50 customers as sample size on the basis of our

budget i.e. Rs 600/- But the expenses crossed over our expected Budget. But the

expenses crossed over our expected Budget. But we can’t change our sample. It is

fixed as 50 units.



6) Select the Analytical Approach

(Method of Analysis)

Data are useful only after analysis. Data analysis involves converting a series

of recorded observations into descriptive statements and inferences about

relationships. The types of analysis that can be conducted depend on the nature of the

sampling process, the measurement instrument and data collection method.

For our survey we converted symbolized data of survey into numerical and

from numerical textual form i.e we reduced the data and found the totals and

percentages of the different opinions of customers and summarized in the form of

text. We used the coding sheet to reduce the data.

We also calculated the Z test to text the hypothesis set before the survey.



STEPS IN DATA REDUCTION

a) Field controls

At the time of survey suppose any kind of errors like non-response by

customer occurs, changing the customers since we had another 150 customer rectifies

such errors.

b) Editing

We did the editing work only. By rectifying errors like not readable, poor

handwriting etc. were rectified on the spot only.

c) Missing data

In our survey we come across few missing answers by respondents. But we

tried to fill it again but some times the respondent was not in a position to give

answer. That time we use to reject and we tried another new respondents.

d) Ambiguous Answers

Because our questionnaire was simple and understandable by everyone. We

didn’t get any kind ambiguous answer.

e) Coding

To reduce the data we prepared the coding sheet. The format of coding sheet is

attached in the annexure part.



7) Evaluate the ethics of Research

It is essential that marketing research restrict their research activities to

practices that are ethically sound.

Because our survey is to check the satisfaction level of Maruti customer after

sales service provided by RNS Motors. So here there is no question of harm to the

public, society and also Maruti customer.

8) Specify time and financial cost

Time refers ot the time needed to complete the survey, and financial

requi0rementt is the monetary representation of personal time, computer time,

materials requirements etc.

For our survey we kept 15 days for survey and analysis. The estimated cost

was Rs. 600+additional charge (1200)=1800 (aporox) it includes computer copies,

print outs, Binding, Xerox etc.

9) Prepare the Research Proposal:

The research design process provides the researcher with a blueprint or guide

for conducting and controlling the research project. This blueprint in the form of a

research proposal. A written Research Proposal should precede any research project.

The above 7 steps are considered as the Research Proposal in our Survey.



LIMITATIONS

The market research has its own limitations that we know it. Reading limitations and

writing in them was easy but experiencing them in practical was very tough.

It has its own affects, while studying we got through all limitations and brought out

this report in front of you.

The following are some of the limitations faced by us while doing research: -

8) The time and cost spent was more than what we had budgeted.

9) There was lot of non-response errors that is some of respondents were not

responding correctly.

10) For some customers it was very difficult to convince and explain and make them

answer the survey properly.

11) Many customers were only saying technical problems rather than the answers

what we needed.

12) Difficulty in finding the addresses.

13) Some customers were out of station so we were forced to remove them from the

sample list.

Many customers did not respond when given one-day time



ANALYSIS AND INTERPRETATION OF COLLECTED DATA

Findings

(12) According to the survey, as the survey is conducted on already the

users of Maruthi Suzuki Swift car. So 100% of respondents ie 50

respondents say Yes they have own a car.

(13) According to the survey, the survey is conducted on already the users

of Maruthi Suzuki Swift car owners & as per this, they are the

customers of Maruthi company. So all 50 respondents say that they all

own Maruthi Suzuki company’s car.




owners are most influenced by the factor ie Cost of car as per our

survey. 28% ie 14 of the respondents are influenced by Cost of car, 26%

ie 13 of the respondents are influenced by its Look, 26% ie 13 of the

respondents are influenced by the Mileage of car, 14% ie 7 respondents

are influenced by Comfort, and rest 6% ie 3 respondents are influenced

by Others factors while buying a car.




owners are most influenced by the Family members as per survey. 36%

ie 18 of the respondents are influenced by Family, 30% ie 15 of the

respondents are influenced by their friends, 20% ie 10 of the

respondents are influenced by their Neighbors, 12% ie 6 respondents

are influenced by their Relatives, and rest 2% ie 1 respondents are

influenced by Others while buying a car.

(16) According to the survey, most the consumers of Maruthi Suzuki Swift

car owners have purchased car on General days as per survey. 36% ie

18 respondents have purchased the car on General days, 30% ie 15

respondents have purchased the car on Festival days, 30% ie 15

respondents have purchased the car on Occasional days, and rest 4% ie

2 respondents have purchased on Others days.



(17) According to the survey, as the survey is conducted on already the

users of Maruthi Suzuki Swift car. So 100% of respondents ie 50

respondents say Yes they all are aware of Maruthi Suzuki Swift car.

(18) According to the survey, most of the consumers came to know about

Maruthi Suzuki Swift car by TV advertisement. 44% ie 22 respondents

came to know about Maruthi Suzuki Swift car by TV advertisement,



30% ie 15 respondents came to know about Maruthi Suzuki Swift car

by Magazines, 16% ie 8 respondents have came to know about Maruthi

Suzuki Swift car by Newspaper, 6% ie 3 respondents came to know

about Maruthi Suzuki Swift by Pamplets, 4% ie 2 respondents have

came to know about Maruthi Suzuki Swift by Family.


Swift say they “Liked it” the advertisement of Maruthi Suzuki Swift.

40% ie 20 respondents say they “Liked it’, 28% ie 14 respondents say

they “Liked it very much”, 24% ie 12 respondents say they “Can’t say”,

6% ie 3 respondents say they “Dislike it”, 2% ie 1 respondent say they

“Totally Dislike it”.




Swift they like Descriptive kind of advertisement. 36% ie 18

respondents like Descriptive kind of advertisement, 34% ie 17

respondents like Family Oriental kind of advertisement, 26% ie 13

respondents like Sensitive/emotional kind of advertisement, 4% ie 2

respondents like Other kind of advertisement.




Swift says they are Satisfied with the after sales services. 52% ie 26

respondents says they are Satisfied with after sales services, 30% ie 15

respondents says they Can’t say about after sales services, 12% ie 6

respondents say they are Satisfied very much with after sales services,

4% ie 2 respondents says they are Dissatisfied with after sales services,

2% ie 1 respondents says they are Totally Dissatisfied with after sales

services.



(22) According to the survey, most of consumers of Maruthi Suzuki Swift

car owners have said they would suggest others to buy Maruthi Suzuki

Swift car. 88% ie 44 respondents have said Yes they would suggest

others to buy Maruthi Suzuki Swift car, 12% ie 6 respondents said No

to suggest others to buy Maruthi Suzuki Swift car.



CONCLUSIONS

This is the conclusion for the research part that is the research for the subject

“Brand Awareness and Preference of Maruthi Suzuki Swift and Advertisement

Effectiveness provided by RNS Motors Ltd Hubli”.

After doing the survey and analyzing the collected data, we came to following

conclusions.

As we done the survey only on the owners of Maruti Suzuki Swift car, we

found that 100% of the people own Maruti Suzuki Swift car.

As per the survey most of the customers of Maruti Suzuki Swift are influenced

by the factor Cost of the Car.

As per the survey most of the customers of Maruti Suzuki Swift are influenced

by their Family members.

As per the survey most of the customers of Maruti Suzuki Swift have

purchased their car on General days.

As per the survey almost 100% of the customers of Maruti Suzuki Swift are

aware of Maruti Suzuki Swift car.

As per the survey most of the customers of Maruti Suzuki Swift came to know

about the car by TV advertisement.

As per the survey most of the customers of Maruti Suzuki Swift liked the

advertisement of Maruti Suzuki Swift.

As per the survey most of the customers of Maruti Suzuki Swift like

descriptive kind of advertisement.

As per the survey most of the customers of Maruti Suzuki Swift are satisfied

with the after sales services of Maruti Suzuki Swift.



As per the survey 88% of the customers of Maruti Suzuki Swift would like to

suggest others to buy Maruti Suzuki Swift.

Suggestions

The franchise is well equipped healthy and wealthy with more than 80% of its

customers happy under their credit.

Since RNS Motors Ltd Hubli needs nothing as suggestions because they are

already perfect. But as to our knowledge we have drawn some of the suggestions. We

specially want to explain that please read the suggestions written by the customers in

the analyze and rectify their problems. This helps you to attain complete perfection.

Following are some of the suggestions: -

RNS Motors should not neglect old customers because old satisfied

customers are good advertisers. If they are served better they bring new

customers.

RNS Motors should not neglect customers after sale of the car.

Because customers will not be satisfied with their after sales service.

RNS Motors should concentrate on better advertisements like Family

oriental, Sensitive/Emotional, Other kind of advertisements.

RNS Motors should give special offers on Maruti Suzuki Swift car on

the days like Festivals, Occasional days, and on other days.

RNS Motors should give some gifts and offers to the new purchaser of

Maruti Suzuki Swift car, so that they feel happy.



RNS Motors should improve the quality in their after sales services.

Like they must not keep customers waiting to get their car serviced.

RNS motors should conduct every year one or more than one function

to satisfy the customers Maruti Suzuki Swift and should call all the

customers, so that customers may not feel dissonance.

RNS Motors should give explanations about free services and its

charges, because by telling free you are charging some amount to the

customers of Maruti Suzuki Swift this may lead in losing customers.

Annexure



Bibliography:-

Marketing Research

By Tull & Hawkins Marketing Research

By G.C.Berri www.mul.com Company profile Old reports


http://www.mul.com/

Documents

Maruthi Project Report 2009