PROMOTIONS, EVENTS AND SURVEY ON INDIVIDUAL PERCEPTION ON MARUTI SUZUKI

•Company: Sanei Motors Private Limited•Project Guide: Mr. Bappadityo Dhar•Faculty Guide: Prof. Bhupinder Arora•Submitted by: Somrick Guha•Enrollment Number: 30301300

Company Profile Sanei Motors Private Limited Sanei Motors Private Limited is an authorised

dealership of Maruti Suzuki Udyog Limited. Sanei Motors Private Limited has not only a

showroom which deals with new car sales, but it also has two other departments.

True Value Maruti Suzuki, which deals with evaluation of old cars and sale of pre owned cars.

Maruti Driving School and which teaches driving to the first timers.

Maruti Suzuki Udyog Limited Maruti Suzuki India Limited, commonly referred to

as Maruti and formerly known as Maruti Udyog Limited, is an automobile manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle manufacturer Suzuki.

Maruti Suzuki manufactures and sells a complete range of cars from the entry level Alto, to the hatchback Ritz, A-Star, Swift, Wagon R, Zen and sedans DZire, Kizashi and SX4, in the 'C' segment Eeco, Omni, Multi Purpose vehicle Suzuki Ertiga and Sports Utility vehicle Grand Vitara.

Company History Maruti's history begins in 1970, when a private

limited company named 'Maruti technical services private limited' (MTSPL) is launched on November 16, 1970.

In June 1971, a company called 'Maruti limited' was incorporated under the Companies Act and Sanjay Gandhi became its first managing director.

In 1982, a license and Joint Venture Agreement (JVA) is signed between Maruti Udyog Ltd. and Suzuki of Japan.

Finally, in 1983, the Maruti 800 is released.

Availability of easy finance

True Value Outlet

On Road Service

Maruti Driving School

Expansion of Maruti Suzuki

Automobile Industry in Recent Years

Business Objectives An insight into the automobile industry Not only dealing with a product of one company in

the industry but also other competitors in the industry.

Promotion and event managements through road shows, mega events, cooperative and corporate events.

As an intern, we will be learning the different stages of promotion, events organised under the dealership.

Handling customer grievances and feedback. Customer profiling on a new product of Maruti Suzuki.

Targets/ Tasks

Promotions and Events The company introduced us to the

Promotion and events and below the line activities operating in the company. Our internship started up with depicting the various below the line activities in the promotion of the company and attracting their customers.

The regular tasks were attending some major events like ‘The Maruti Maha Exchange Mela’, corporate shows, cooperative society events and road shows events of Sanei Motors Private Limited.

Targets and Tasks

Showroom Visit Projects A task of visiting 18 showrooms of different

companies namely: Hyundai, Chevrolet, Mahindra, Fiat, Honda, Ford, Toyota and Nissan to understand the product profile of each and every company and the competition in the market.

To understand how the showroom ambience which plays a major role in a customer’s buying decision, right from the hospitality factors, attentiveness to the customer, infrastructure, sales pitch of the salesman and the product knowledge about a product.

The visits were done by me being a customer interested in buying a car.

Research Findings

The automobile sector has a huge variety of products and of different categories and class.

The automobile sector has a new thing coming one day or the other.

A consumer does take into account the hospitality he is getting, the salesman is attending him or not or the salesman is paying him good attention or not.

For an Indian consumer, sometimes features and interiors become secondary and the most important point is the mileage he will be getting in compared to other cars

For an Indian consumer, the salesman’s product knowledge and the demonstration does play a huge role.

The way the Indian consumer think is how much is the salesperson is attentive to him and the knowledge he has about not only his products but even other products too.

Targets/ Tasks

Customer Profiling of their new product Celerio in the Market

The customer profiling of 10 customers was done in 3 days with a proper questionnaire and profiling of a new product namely Celerio of Maruti Suzuki.

The work done was with the help of 68 questionnaires, capturing the customers, experiences and grievances regarding the product.

The customers were approached with a gift, for giving us an opportunity to serve them

Research Findings The Celerio comes in two variants

Automatic Transmission Manual Transmission

According to the customers, Celerio is a car for every person, there is no such people who would not love to drive a car like Celerio.

The customers were very satisfied with the engine pickups and interiors

The customers felt very comfortable and said the car is good value for money car and spacious too.

The customers were not satisfied with the mileage. According to them, instead of a 23.1kmpl, they were getting 11-12kmpl.

The customers were not satisfied with the body weight and thought the car to be unsafe.

The Celerio came up with less features in the mid-section (i.e., the Vxi or the Vdi) of the model.

The top model of Celerio (Zxi or Zdi) does not have an automatic gear shift in it.

Individual’s Perception on Maruti Suzuki Objective of the study The objective of the study is to find out the consumer

behaviour towards Maruti Suzuki products. To study the most preferred four wheelers in terms of

technology and price. To study the most desirable four wheelers brand with

respect to mileage and fuel consumption. To determine consumers preferences in terms of

aesthetic value addition (inner value) in four wheelers segment.

To study consumer awareness in the range of available products.

Primary Sources Primary data has been collected with help of questionnaire

from various four wheelers users. The data collected through questionnaire form that is filled by the general public according to the researcher’s convenience.

Sample A sample size for this research is 150 and sample is taken

randomly. Secondary Data Secondary data collection is collected by others already

and the Researcher will be using that information for his own research purpose.

Secondary data can be collected from published reports, newspaper, websites, and journals, Publications of national and international organisation.

62%

38%

Gender of the Respondent

MaleFemale

35%

17%

25%

3%

5%

7%

5%

2%

Company Shares

Maruti SuzukiChevroletHyundaiHondaTata MotorsMahindraToyotaOthers

3%

30%

10%

23%

20%

14%

Class of Cars

MiniHatchbacksCompact-SedanSedanMUVs/LUVsSUVs

9%

30%

40%

10%

6%5%

Age of the respondent

18-2323-2828-3434-4040-50>50

19%

19%63%

Price

NoNeutralYes

14%

23%63%

Mileage

NoNeutralYes

7%

15%

79%

Looks

NoNeutralYes

Whether the Price of Maruti Suzuki is Satisfactory or not?

Whether the Mileage of Maruti Suzuki is Satisfactory or not?

Whether the Looks and style of Maruti Suzuki Products is needs to change or not?

7%

21%

73%

Interiors

NoNeutralYes

19%

39%

42%

Safety Features

NoNeutralYes

3%

23%

73%

Seating Capacity

NoNeutralYes

Whether the Interiors of Maruti Suzuki is Satisfactory or not?

Whether the Safety Features of Maruti Suzuki Products was an important feature in buying a Maruti Suzuki?

Whether the Seating Capacity of Maruti Suzuki Products is satisfactory or not?

1% 3%

96%

Engine Performance

No

Neutral

Yes

18%

29%53%

Accessories

NoNeutralYes

2%

23%

75%

After Sales Service

NoNeutralYes

Whether the Engine Performance of Maruti Suzuki Products is satisfactory or not?

Whether the Accessories of Maruti Suzuki Products is priced high than the one in the local market or not?

Whether the After Sales Service of Maruti Suzuki Products is satisfactory or not?

5%

27%

68%

Resale Value

NoNeutralYes

2% 4%

94%

Status Symbol

NoNeutralYes

Whether the Resale value of Maruti Suzuki Product is satisfactory or not?

Whether the purchase of Maruti Suzuki Products adds something to their Status Symbol or not?

Research Findings The Price and mileage suits an Indian consumer who takes care of

his pocket well. Maruti Suzuki needs to work on their looks as compared to others

in their matter. Maruti Suzuki consumers are less concerned about the safety

feature in a car. The consumers are very happy with the seating capacity The consumers have no complaints on the engine performance The accessories of the provided under Maruti Genuine

Accessories(MGA) needs to be much cheaper according to the consumers

The after sales service is one of the biggest factors which the consumer look ahead to and very satisfied with Maruti’s after sales service.

The resale value is satisfactory when sold later on The status symbol in the sense works for a consumer on the basis

of their sensibility in choosing a maruti product in this petrol hike market

Suggestions It is found that in this segment the important features considered

by the customers while buying a car are mileage, price & maintenance. So manufacturer has to consider these aspects to attract and retain customers thus making an effort to build a good brand image.

Discount on accessories and spare parts also act as influencing factors for purchase decision. So dealer can give discounts on spare parts and accessories, after sales for a period of a year or two to stimulate the customers.

Customers want service at their doorsteps but are unaware of the home delivery facility provided by the dealers. So a measure has to be taken to create awareness in this direction.

Most of the customers buy cars from bank loan rather than financial companies. So the companies have to come up with attractive loan facilities to their customers.

Word of mouth is effective media of communication. Hence the dealer should keep the existing customers happy by providing good service and make customers talk good about their service provided.

SWOT Analysis Strengths Sales Team operating effectively Good Infrastructure Huge inventory of pre-owned cars

available Availability of on-road assistance at

any time service available. Availability of home delivery

services and test drive services.

Weaknesses Huge sales team effecting the

organisation due to over employment. Huge competition within the

organisation between salesmen. Problems in Delivery Department. Very slow processing of

administration. Problems in Car registrations.

• Threats• Huge competition among

dealerships.• Huge competition between other

brands and Maruti Suzuki• Loss of customers due to less re-

sale value• Loss of customers due to

registration issues.

• Opportunities• Huge sales team can be used to sales

very effectively.• Two huge workshops available in the

city and a district and Maruti on-road services available.

• Two showrooms available in the city and a district.

• Indian consumer attraction may lead to better sales figures.

Conclusion Kolkata being a metropolitan city is dwelled by middle and

higher-class people in majority. The market for four-wheeler has never been a dearth here. But

of all the varieties available in this segment, small cars are most preferred.

Customers in this segment want to adopt change into their life style.

This has fostered entry of varieties of small cars available nation-wide to flourish in this market. This has enhanced the competition in this car segment.

But Maruti with stood this competition by retaining its market share to be the highest.

The results of the survey conducted showed that Maruti Alto Brand is the most preferred car and it also showed the buying behaviour of customers that the most of the customer purchase car based on mileage followed by price and maintenance.

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