Customers Brand Awareness on Maruti Alto

Customers Brand Awareness Mini project 2009

TOPIC

‘CUSTOMER BRAND AWARENESS ON

‘MARUTI ALTO’

By, MANESH .VP

MBA,UNIVERSITY OF CALICUT

(VATAKARA CENTRE)

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INTRODUCTION

Introduction

The research Project is on the topic of “Brand Awareness of Maruti Alto.

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Now first let us look at the definition of a Brand:

The definition of brand:

A brand is an identifiable entity that makes specific promises of value. In its

simplest form, a brand is nothing more and nothing less than the promises of

value you or your product makes. These promises can be implied or explicitly

stated, but none-the-less, value of some type is promised.

Now let us further define Brand Awareness:

Brand awareness is when people recognize your brand as yours. This does not

necessarily mean they prefer your brand (brand preference), attach a high value

to, or associate any superior attributes to your brand, it just means they

recognize your brand and can identify it under different conditions.

Brand awareness consists of both brand recognition, which is the ability of

consumers to confirm that they have previously been exposed to your brand,

and brand recall, which reflects the ability of consumers to name your brand

when given the product category, category need, or some other similar cue.

Aided awareness occurs when you show or read a list of brands and the person

expresses familiarity with your brand only after they hear or see it.

Top-of-mind awareness occurs when you ask a person to name brands within a

product category and your brand pops up first on the list.

When you think about facial tissue, gelatins, and adhesive bandages, do the

brands Kleenex®, Jell-O®, and Band-Aid® come to mind? These brands enjoy

strong top-of-mind awareness in their respective categories.

Historical & Technical Background of Brands

Brands identify the source of market of a product and allow consumers-either

individuals or organizations-to assign responsibility to a particular manufacturer

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or distributor. Consumers may evaluate the identical product differently

depending on how it is branded. Consumers learn about brands through past

experiences with the product and its marketing program. They find out which

brands satisfy their needs and which ones do not. As consumers’ lives become

more complicated, rushed, and time-starved, the ability of a brand to simplify

decisions making and reduce risk is invaluable.

Brands also perform valuable functions for firms. First, they simplify product

handling or tracing. Brands help to organize inventory and accounting records.

A brand also offers the firm legal protection for unique features or aspects of the

product. The brand name can be protected through registered trademarks;

manufacturing processes can be protected through patents; and packaging can

be protected through copyrights and designs. These intellectual property rights

ensure that the firm can safely invest in the brand and reap the benefits of a

valuable asset.

Brands can signal a certain level of quality so that satisfied buyers can easily

choose the product again. Brand loyalty provides predictability and security of

demand for the firm and creates barriers to entry that make it difficult for other

firms to enter the market. Loyalty also can translate into a willingness to pay a

higher price—often 20 to 25 percent more. Although competitors may easily

duplicate manufacturing processes and product designs, they cannot easily

match lasting impressions in the minds of individuals and organizations from

years of marketing activity and product experience. In this sense, branding can

be seen as a powerful means to secure a competitive advantage.

To firms, brands thus represent enormously valuable pieces of legal property

that can influence consumer behavior, be sought and sold, provide the security

of sustained future revenues to their owner. Large earning multiple have been

paid for brands in mergers or acquisitions, starting with the boom years of the

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mid-1980s. The price premium is often justified on the basis of assumptions of

the extra profits that could be extracted and sustained from the brands, as well

as the tremendous difficulty and expense of creating similar brands from

scratch. Wall Street believes that strong brands result in better earnings and

profit performance for firms, which, in turn, creates greater value for

shareholders. Much of the recent interest in brands by senior management has

been result of these bottom-line financial considerations. “Marketing Memo:

The brand Report card” lists 10 key characteristics based on a review of the

world’s strongest brands.

Maruti Suzuki Limited was established in February 1981, though the

actual production commenced in 1983 with the Maruti 800, based on the Suzuki

Alto kei car which at the time was the only modern car available in India, its'

only competitors- the Hindustan Ambassador and Premier Padmini were both

around 25 years out of date at that point. Through 2004, Maruti has produced

over 5 Million vehicles. Marutis are sold in India and various several other

countries, depending upon export orders. Models similar to Marutis (but not

manufactured by Maruti Suzuki) are sold by Suzuki and manufactured in

Pakistan and other South Asian countries.

Here the topic of the study is “Customers Brand Awareness” towards Maruti

Alto, with special reference to Popular Vehicles and Services Ltd , calicut.

This study search for brand awareness level of customers towards various

aspects of the product.

As part of this study, survey is conducted in calicut district. Questionnaire is

used to collect data from customers. While the details regarding the company is

obtained from companies website, magazines etc… Sample size of the study

takes here is Fifty and Samples selected from urbon and rural areas of calicut

district.

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OBJECTIVES

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OBJECTIVES

PRIMERY OBJECTIVE

. A study on consumers brand awareness towards Maruti Alto.

SECONDARY OBJECTIVES

.Determine the consumers expectation about Maruti Alto.

.Determine the factors effecting buying behaviour .

.Determine consumers attitude towards Maruti Alto.

.Measuring the value obtained by the customers.

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SCOPE OF THE STUDY

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Scope of study

Is to check that does Brand Awareness among Maruti Alto affects the sales or

creates a specific image about the brand which helps the Brand in gaining an

advantage over the competitors. As the Research Methodology used for this

research would be Personal Interview or Telephonic Interviews of the Targeted

Masses using a set of questionnaires designed to get the response which would

help in achieving the objective of the research. The Limitations faced in this

research would be that it would be constituted on the data gathered from an

already decided Target audience, which would be very small (namely 50

consumers). Hence we would not be able to come to a strong recommendation

as the number of the responses would be limited. However, on the other hand

the data gathered would be very accurate and not vague, which would help us

come to conclusion which in turn will help us to reach the objective of this

research.

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RESEARCH METHODOLOGY

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Formulation of research problem

As we know today’s market is consumer oriented. Without consumer

satisfaction a product can not be sustained in the market. The brand awareness

and consumer satisfaction is inter- related. There is a chance for consumer dis-

satisfaction as a reason for lack of brand awareness. Because his expectation

and brand selection didn’t match. So a consumer can get 100 % satisfaction by

100 % brand awareness. So my study is based on whether the consumers

purchasing the product with the brand awareness.

Nature of the study

In this study the researcher has adopted descriptive research mainly

based on primery data. The study is conducted as survey method. The research

is based on the customers response.

Research Design.

Research design is the specification of methods and procedures for

acquiring the information needed to structure and to solve problems. The

research design adopted here is exploratory. It is based on the primery data

collected. Exploratory research continues o domain flexible so that many

different facts of a problem may be considred as and when they arise and come

to the notice of the researcher. The researcher tried to cover the various areas

which a customer goes dis-satisfied. The researcher going direct through the

customers view. The researcher tried to notice about customers openion about

Maruti Alto and what they want more from Maruti Alto. The research touching

all areas of customers brand awareness.

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Source of data

a) Primary data: Primary data for this study is based on the data collected

from the sample population with the help of questionnaire. Information

was collected with the help of formal discussion with the respondents.

b) Secondary data: Secondary data required for the study were collected

through various secondary sources. This include library references,

journals, magazines, websites and previous studies.

Time period of the study

Period of the study was 14 days from 9th Nov. 2009 to 23rd Nov. 2009.

Tools used for analysis

. Table.

. Bar diagram.

. Pie chart.

. Graph.

. Ranking Method.

. Chi Square Test.

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REVIEW OF LITERATURE

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Brand awareness

There’s a familiar adage among sales people that says “nothing happens until

something is sold.” In marketing, that saying could be changed to “nothing is

sold until someone’s aware of it.”

Dozens of studies have shown strong correlations between awareness and

market share, between awareness and brand preference, between awareness and

product usage, between awareness and sales.

Brand awareness is a marketing concept that measures consumers'

knowledge of a brand's existence. At the aggregate (brand) level, it refers to the

proportion of consumers who know of the brand. Brand awareness can be

measured by showing a consumer the brand and asking whether or not they

knew of it beforehand. However, in common market research practice a variety

of recognition and recall measures of brand awareness are employed all of

which test the brand name's association to a product category cue, this came

about because most market research in the 20th Century was conducted by post

or telephone, actually showing the brand to consumers usually required more

expensive face-to-face interviews (until web-based interviews became possible).

This has led many textbooks to conceptualise brand awareness simply as its

measures, that is, knowledge that the brand is a member of a particular product

category, e.g. soft-drinks. Examples of such measures include:

Brand recognition - Either the brand name or both the brand name and category

name are presented to respondents.

Brand recall - the product category name is given to respondents who are asked

to recall as many brands as possible that are members of the category.

Top of mind brand awareness - as above, but only the first brand recalled is

recorded (also known as spontaneous brand recall).

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Research on metrics

There has been discussion in industry and practice about the meaning and value

of various brand awareness metrics. Recently, an empirical study appeared to

put this debate to rest by suggested that all awareness metrics were

systematically related, simply reflecting their difficulty, in the same way that

certain questions are more difficult in academic exams

Stability of responses

While brand awareness scores tend to be quite stable at aggregate (level) 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 only 50% the time.

Similar low levels of consistency in response have been recorded for other cues

to elicit brand name responses.

MEASURING BRAND AWARENESS

1. Top-level quantitative measurement:

• Image and identity studies

• Brand awareness/preference studies

2. Qualitative tools:

• Focus groups

• Measures of brand value

• Net present value of future profits of the brand

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3. Indicators:

• Home page visits

• Search engine referrals

• Editorial mentions

• Trade show traffic

Importance/Relevance of the Market Research

The importance of this market research would be, that it will help us to

determine which Car Brands enjoy different benefits due to their Brand

Awareness in the mind of the consumers. Our research work will help us define

how does brand awareness helps the customer to pick or choose that specific

brand and get a clear picture as in is Brand Awareness really important part of

the marketing strategy or is it just a burden on the marketing system.

Brand awareness is an important way of promoting commodity-related

products. This is because for these products, there are very few factors that

differentiate one product from its competitors. Therefore, the product that

maintains the highest brand awareness compared to its competitors will usually

get the most sales, our research findings will help us in determining those

factors.

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INDUSTRY PROFILE

Automobile Industry

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History :

In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented

the first automobile to run on roads. This automobile, in fact, was a self-

powered, three-wheeled, military tractor that made the use of a steam engine.

The range of the automobile, however, was very brief and at the most, it could

only run at a stretch for fifteen minutes. In addition, these automobiles were not

fit for the roads as the steam engines made them very heavy and large, and

required ample starting time. Oliver Evans was the first to design a steam

engine driven automobile in the U.S.

A Scotsman, Robert Anderson, was the first to invent an electric carriage

between 1832 and 1839. However, Thomas Davenport of the U.S.A. and

Scotsman Robert Davidson were amongst the first to invent more applicable

automobiles, making use of non-rechargeable electric batteries in 1842.

Development of roads made travelling comfortable and as a result, the short

ranged, electric battery driven automobiles were no more the best option for

travelling over longer distances.

The Automobile Industry finally came of age with Henry Ford in 1914 for the

bulk production of cars. This lead to the development of the industry and it first

begun in the assembly lines of his car factory. The several methods adopted by

Ford, made the new invention (that is, the car) popular amongst the rich as well

as the masses.

According the History of Automobile Industry US, dominated the automobile

markets around the globe with no notable competitors. However, after the end

of the Second World War in 1945, the Automobile Industry of other

technologically advanced nations such as Japan and certain European nations

gained momentum and within a very short period, beginning in the early 1980s,

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the U.S Automobile Industry was flooded with foreign automobile companies,

especially those of Japan and Germany.

The current trends of the Global Automobile Industry reveal that in the

developed countries the Automobile Industries are stagnating as a result of the

drooping car markets, whereas the Automobile Industry in the developing

nations, such as, India and Brazil, have been consistently registering higher

growth rates every passing year for their flourishing domestic automobile

markets.

The automotive industry designs, develops, manufactures, markets, and sells the

world's motor vehicles. In 2008, more than 70 million motor vehicles, including

cars and commercial vehicles were produced worldwide.

In 2007, a total of 71.9 million new automobiles were sold worldwide: 22.9

million in Europe, 21.4 million in Asia-Pacific, 19.4 million in USA and

Canada, 4.4 million in Latin America, 2.4 million in the Middle East and 1.4

million in Africa. The markets in North America and Japan were stagnant,

while those in South America and other parts of Asia grew strongly. Of the

major markets, Russia, Brazil, India and China saw the most rapid growth.

About 250 million vehicles are in use in the United States. Around the world,

there were about 806 million cars and light trucks on the road in 2007; they

burn over 260 billion gallons of gasoline and diesel fuel yearly. The numbers

are increasing rapidly, especially in China and India. In the opinion of some,

urban transport systems based around the car have proved unsustainable,

consuming excessive energy, affecting the health of populations, and delivering

a declining level of service despite increasing investments. Many of these

negative impacts fall disproportionately on those social groups who are also

least likely to own and drive cars. The sustainable transport movement focuses

on solutions to these problems.

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In 2008, with rapidly rising oil prices, industries such as the automotive

industry, are experiencing a combination of pricing pressures from raw material

costs and changes in consumer buying habits. The industry is also facing

increasing external competition from the public transport sector, as consumers

re-evaluate their private vehicle usage. Roughly half of the US's fifty-one light

vehicle plants are projected to permanently close in the coming years, with the

loss of another 200,000 jobs in the sector, on top of the 560,000 jobs lost this

decade. Combined with robust growth in China, in 2009, this resulted in China

becoming the largest automobile market in the world.

Indian Automobile History

The origin of automobile is not certain. In this section of automobile history, we

will only discuss about the phases of automobile in the development and

modernisation process since the first car was shipped to India. We will start

automotive history from this point of time.

The automobile industry has changed the way people live and work. The

earliest of modern cars was manufactured in the year 1895. Shortly the first

appearance of the car followed in India. As the century truned, three cars were

imported in Mumbai (India). Within decade there were total of 1025 cars in the

city.

The dawn of automobile actually goes back to 4000 years when the first

wheel was used for transportation in India. In the begining of 15th century

Portuguese arrived in China and the interaction of the two cultures led to a

variety of new technologies, including the creation of a wheel that turned under

its own power. By 1600s small steam-powered engine models was developed,

but it took another century before a full-sized engine-powered vehicle was

created.

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The actual horseless carriage was introduced in the year 1893 by brothers

Charles and Frank Duryea. It was the first internal-combustion motor car of

America, and it was followed by Henry Ford's first experimental car that same

year.

One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce

Silver Ghost that featured a quiet 6-cylinder engine, leather interior, folding

windscreens and hood, and an aluminum body. It was usually driven by

chauffeurs and emphasis was on comfort and style rather than speed.

During the 1920s, the cars exhibited design refinements such as balloon tires,

pressed-steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of

1929 featured an 8-cylinder engine and an aluminum body.

The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back

door that suited more to the needs of families. In 1930s, vehicles were less boxy

and more streamlined than their predecessors. The 1940s saw features like

automatic transmission, sealed-beam headlights, and tubeless tires. The year

1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It

was built on compact and stylized lines, and was capable of 230 kmh (144

mph).

This was the Indian automobile history, and today modern cars are generally

light, aerodynamically shaped, and compact.

Emerging India Auto market

India auto market is a promising industrial sector that is growing immensely

every passing year. Passenger cars are referred to, through use of word

"automobile." Whooping growth experienced by Indian auto market in last

financial year itself, that is financial year end in February, 2007, was very close

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to a 18 percent over previous fiscal. This statistical fact is a glittering example

of potential of growing auto industry in India.

As per survey conducted by Society of Indian Auto Manufacturers, total

number of automobiles manufactured by auto industry in India, throughout

financial year 2006-07, was very close to 15.5 lakh (1.5 million) margin. Huge

of number of automobiles manufactured by auto industry in India was an

enormous growth upon number of autos manufactured during previous fiscal,

that ended in 2006.

Total number of cars that were exported from India were very close to 2.0 lakh

(2.0 hundred thousand) margin, an encouraging sign for auto industry in India.

Export of cars manufactured in India comprised nearly 13 percent of total

number of cars manufactured domestically by auto industry in India.

India auto market looks set to prosper, largely due to growing market for

automobiles that is developing in India. In financial year that ended in February,

2004, Indian auto markets were fastest growing in world, with registered growth

rate touching nearly 20 percent.

Auto industry in India mainly comprises of small car section, which enjoys

nearly a 2/3rd market share of entire market for autos in India. In this respect,

Indian markets are largest in world for small cars, behind Japan.

Indian passenger car market which ranks amongst largest in world, is poised to

become even more larger and enter top five passenger car markets in world in

next decade

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COMPANY PROFILE

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MARUTI SUZUKI

Maruti Suzuki is one of India's leading automobile manufacturers and the

market leader in the car segment, both in terms of volume of vehicles sold and

revenue earned. Until recently, 18.28% of the company was owned by the

Indian government, and 54.2% by Suzuki of Japan. The Indian government held

an initial public offering of 25% of the company in June 2003. As of 10 May

2007, Govt. of India sold its complete share to Indian financial institutions.

With this, Govt. of India no longer has stake in Maruti Suzuki.

Maruti Suzuki Limited (MSL) was established in February 1981, though the

actual production commenced in 1983 with the Maruti 800, based on the Suzuki

Alto kei car which at the time was the only modern car available in India, its'

only competitors- the Hindustan Ambassador and Premier Padmini were both

around 25 years out of date at that point. Through 2004, Maruti has produced

over 5 Million vehicles. Marutis are sold in India and various several other

countries, depending upon export orders. Models similar to Marutis (but not

manufactured by Maruti Suzuki) are sold by Suzuki and manufactured in

Pakistan and other South Asian countries.

The company annually exports more than 50,000 cars and has an extremely

large domestic market in India selling over 730,000 cars annually. Maruti 800,

till 2004, was the India's largest selling compact car ever since it was launched

in 1983. More than a million units of this car have been sold worldwide so far.

Currently, Maruti Alto tops the sales charts and Maruti Swift is the largest

selling in A2 segment.

Due to the large number of Maruti 800s sold in the Indian market, the term

"Maruti" is commonly used to refer to this compact car model. Till recently the

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term "Maruti", in popular Indian culture, was associated to the Maruti 800

model.

Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of

Japan, has been the leader of the Indian car market for over two decades.

Its manufacturing facilities are located at two facilities Gurgaon and Manesar

south of New Delhi. Maruti’s Gurgaon facility has an installed capacity of

350,000 units per annum. The Manesar facilities, launched in February 2007

comprise a vehicle assembly plant with a capacity of 100,000 units per year and

a Diesel Engine plant with an annual capacity of 100,000 engines and

transmissions. Manesar and Gurgaon facilities have a combined capability to

produce over 700,000 units annually.

More than half the cars sold in India are Maruti cars. The company is a

subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of

Maruti. The rest is owned by the public and financial institutions. It is listed on

the Bombay Stock Exchange and National Stock Exchange in India.

During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were

exported. In all, over six million Maruti cars are on Indian roads since the first

car was rolled out on 14 December 1983.

Maruti Suzuki offers 15 models, Maruti 800, Omni, Esteem, Baleno, Alto,

Versa, Ritz, Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and

Grand Vitara. Swift, Swift dzire, A star and SX4 are manufactured in Manesar,

Grand Vitara is imported from Japan as a completely built unit (CBU),

remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant.

Suzuki Motor Corporation, the parent company, is a global leader in mini and

compact cars for three decades. Suzuki’s technical superiority lies in its ability

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to pack power and performance into a compact, lightweight engine that is clean

and fuel efficient.

Maruti is clearly an “employer of choice” for automotive engineers and young

managers from across the country. Nearly 75,000 people are employed directly

by Maruti and its partners.

The company vouches for customer satisfaction. For its sincere efforts it has

been rated (by customers)first in customer satisfaction among all car makers in

India for ten years in a row in annual survey by J D Power Asia Pacific.

Maruti Suzuki was born as a government company, with Suzuki as a minor

partner to make a people's car for middle class India. Over the years, the product

range has widened, ownership has changed hands and the customer has evolved.

What remains unchanged, then and now, is Maruti’s mission to motorise India.

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ORGANISATIONAL STRUCTURE

Chairman- _ Mr. R. C. Bhargava

Managing Director and CEO – Mr. Shinzo Nakanishi

Director _ Mr. Manvinder Singh Banga

Director _ Mr. Amal Ganguli

Director _ Mr. D. S. Brar

Director _ Mr. Keiichi Asai

Director _ Ms. Pallavi Shroff

Director _ Mr. Osamu Suzuki

Director _ Mr. Shuji Oishi

Director _ Mr. Kenichi Ayukawa

Director and Managing Executive Officer (Production)- Mr. Tsuneo Ohash

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ORGANISATION PROFILE

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POPULAR VEHICLES AND SERVICES LTD.

Popular Vehicles & Services Ltd. established in 1983-84 was among the first

batch of Maruti Udyog dealers appointed in India. A subsidiary of the Popular

Group which traces its history to 1939 and has interests in automobile spares

and education, Popular Vehicles & Services Ltd. has established an envious

position in automobile retailing. It is the first Maruti Dealership in Kerala,

started in 1983-84 at Thiruvananthapuram, the capital city of Kerala. The Kochi

branch has been functioning since October 1985 and the Third dealership was

started at Kozhikode in 1996. Popular's first Maruti Dealership outside kerala

was inaugurated on March 2003 at Chennai. The group has grown into a

business house with a turnover over Rs.1000 crores and Employee strength

above 4500.

Highlights

* Only car dealer in India to have ISO-9002 for 6 locations.

* Sells over 18000 Matuti cars in Kerala per annum.

* Sells over 3000 Maruti cars in Chennai per annum.

* Services nearly 1,20,000 Maruti cars every day.

* Popular is the No.1 Maruti Dealership in India- All India Maruti Dealer

conference 2004

* Sales outlets and service stations in all major districts in Kerala.

* True Value Outlets – Chennai, Kochi, Thiruvananthapuram, Kottayam, and

Kozhikode.

* Maruti Driving School (MDS) : Kochi and Kottayam.

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GROUP COMPANIES

Kuttukaran Institute of HRD

The Instituted located in Cochin has been offering several courses of vocational

training since inception in 1987. Fired by the mission,’An endeavour to bring

out excellence in individuals’, KIHRD has established itself as a quality centre

for education and training.The wellqualified and competent faculty.

The courses offered include:

Automobile Engineering.

Hotel Management.

Fashion Designing.

IT solutions.

Management

Corporate Training Spread over an area of 25,000 sq.ft., the institute has

facilities like a library with a judicious collection of over 12,000 books, a well

established Computer lab with over 50computers, Audio Visual Aids such as

OHP, Slide Projector, PA Systems,TV and Audio System ACand Non AC Class

rooms and Conference rooms. Hostel facilities for both boys & girls are

provided. The institute is also the study centre of courses offered by prestigious

universities like IGNOU Bharathiar university.

.

KIHRD Special Features

Selection based on Test and Interview.

Classes on Personality Development, Spoken English and Computer.

Practical oriented class room training.

Hands on training in Popular Group of Companies.

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Regular Evaluation, Monthly Test and Project work.

Final Examination based on Theory , practical, emergency handling and

viva

Placement Cell

Placement services are available for our students and public on registration

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PRODUCT PROFILE

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Maruti Alto.

Alto is the most economical car from the Maruti stable at 17.6 km/l*, it has few

competitors who can match its city friendly design. The most fuel efficient car

in the A2 segment (Petrol), the Maruti Alto has been a runaway success.

Designed with versatility in mind, the car has a smart compact body with speed

sensitive electronic power steering. With ample boot space, it can accommodate

your shopping, sports or luggage needs on your trip of adventure. And what’s

more it is a brilliant performer with outstanding fuel efficiency, impressive road

handling and a refined MPFI engine beneath the stunning looks.

Specifications

WEIGHT

Kerb weight

Alto 720 kg

Alto LX / Alto LXi 735 kg

Gross vehicle weight 1165 kg

ENGINE

Swept volume 796 cc

Engine type FC engine, 4 valves per cylinder MPFI

No. of cylinders 3

Engine control 32 bit computer

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Maximum power 47 PS @ 6200 rpm

Maximum torque 62 Nm @ 3000 rpm

Transmission 5 speed, all synchromesh, manual

SUSPENSION SYSTEM

Front

McPherson strut with torsion type Roll Control Device

Rear

Coil spring Gas-Filled Shock

Absorbers With Three-Link Rigid

Axle and Isolated Trailing Arms

SEATING

Capacity 5 persons

TYRES

Tyre size 145 / 80 R12

Overall length 3495 mm

Overall width 1475 mm

Overall height 1460 mm

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Wheelbase 2360 mm

Tread

Front 1295 mm

Rear 1290 mm

Minimum turning radius 4.6 m

Ground clearance 160 mm

Colours

1.Superior white

2 Bright Red

3. Brilliant Yellow

4. Midnight Black

5. Caribbean Blue

6. Pearl Silver

7. Silky Silver

8. Metallic Wine Red

Customer satisfaction in maruthi Alto

The Alto is an Indian made version of the Suzuki Alto which was launched in

the year 1979 and has gone enormous evolution ever since. The Maruti Alto

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however was introduced in the Indian markets on the 27th of September, 2009.

This car has received phenomenal response in India since its launch and has

been India's most selling car for 3 consecutive years. It was also the first car to

have crossed the mark of selling more than 2 lakh cars and also 1 million units

of sales in the entire Indian automobile industry in a record time. The main

features of this car which are responsible for the overwhelming sales are the

fuel efficiency and the Maruti Alto price.

The Maruti Alto has been exported to a lot of countries all over the world

including Europe. The car boasts of the widest service network with around

2769 authorized centres present in over 1235 towns and cities. It has a 796 cc

gasoline engine which has 3 cylinders which consist of 4 valves each. The

maximum power that can be achieved with this engine is of 47 PS (35 kW). The

acceleration takes about 20 seconds to reach from 0-100 km/h. The top speed

the car can reach is that of 137 km/h (85 mph).

The affordability of the car is further enhanced by the mileage of the car which

assures minimal fuel consumption. The fuel efficiency of the Alto is 18.3

(km/liter) on the highway, 13.6 (km/liter) and the overall efficiency is 14.5

(km/liter). The tires of the car are of the 145/80 R12 type. The brakes of the car

are extremely powerful with an 8 inch booster front disc that makes the car

come to a halt immediately. The front brakes are disc brakes.

The Maruti Alto provides comfortable seating for 5 people including the person

who is driving the car. The fuel tank capacity is of 35 liters. The car consists of

high end safety features which provide for absolute security in case of any

collision. The interiors of the car are also modern with comfortable seats. The

car is available in a wide range of rainbow colours. There is an availability of

metallic finish also. It is surprising how the alto can so efficiently combine

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economy with comfort and style All in all; the Maruti Alto is a car that offers

absolute value for money.

The Maruti Alto is offered to the public in the form of diferent variants. The

base model of the car which was launched in the year 2004 was priced at

approximately Rs.2.4 lakh. The Alto LX is the base model with a few added

features like the air conditioning, fabric seats, cup holders, remote fuel lid

opener and others. The Maruti Alto price for this model was approximately

Rs.2.7-2.75 lakh. The Alto LXi is the most high end model of the car which

consists of an additional power steering along with all the features of the LX

version. the recent reduction in the Maruti Alto price has added to the popularity

of the car.

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DATA ANALYSIS AND INTERPRETATION

AGE

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TABLE- 1

Sl.No. AGE

NO. OF

RESPONDENTS

%

1 18-25 10 20

2 26-35 25 50

3 36-45 10 20

4 46 & above 5 10

total 50 100

CHART- 1

INTERPRETATION

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The above study shows that 50 % of Maruti Alto customers are in the age of 26-

35, 20 % in the age of 18-25, 20% in the age of 36-45, and 10 % in the age

range of 46 and above.

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EDUCATION QUALIFICATION

TABLE – 2

Sl.

No.

EDUCATION

QUALLIFICATION

NO. OF

RESPONDENTS %

1 BELOW SSLC 10 20

2 SSLC 5 10

3 HSC 5 10

4

DEGREE &

ABOVE 30 60

TOTAL 50 100

CHART- 2

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INTERPRETATION

The above study shows that 60 % of customers are degree and above,20 % are

below SSLC, 10 % are SSLC and 10 % are HSC.

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INCOME GROUP

TABLE- 3

SL.NO

INCOME

GROUP

NO.OF

RESPONDENT

%

1

BELOW 1

LAKH 30 60

2 1-2 LAKH 10 20

3 2-3 LAKH 5 10

4 3-4 LAKH 5 10

5

4 LAKH &

ABOVE 0 0

TOTAL 50 100

CHART-3

INCOME GROUP

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INTERPRETATION

The above chart shows that 60 % of the customers are in th income group of

below 1 lakh p.a, 20 % in 1-2 lakh,10 % in 2-3 lakh and 10 % in 4 lakh &

above.

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INFORMATION ABOUT MARUTI ALTO

TABLE- 4

S. NO

INDORMATION

ABOUT

MARUTI ALTO

NO. OF

RESPONDENTS %

1 NEWS MEDIA 35 70

2 FRIENDS 15 30

3

COMPANY

SALESMAN 0 0

4 OTHERS 0 0

TOTAL 50 100

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CHART-4

INTERPRETATION

The study shows that 70 % of the customers are got information about about

Maruti Alto though News media and a 30 % though their friends.

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INFORMATION ABOUT SAFETY MEASURES

TABLE- 5

SL

NO

INFORMATION

ABOUT SAFETY

NO. OF

RESPONDENTS %

1 NEWS MEDIA 16 32

2 FRIENDS 8 16

3

COMPANY

SALESMAN 26 52

4 OTHERS 0 0

TOTAL 50 100

CHART-5

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INTERPRETATION

The research result shows that 52 % of customers got information about safety

measures from the company salesman, 32 % from News media and a 16 % from

their friends.

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MILEAGE OF THE CAR

TABLE- 6

SL

NO MILEAGE

NO. OF

RESPONDENTS %

1 High Satisfied 23 46

2 Satisfied 27 54

3 Neutral 0 0

4 Dis Satisfied 0 0

Total 50 100

CHART -6

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INTERPRETATION

The study showing that 54 % of the customers are Satisfied and 46 % of

customers are High satisfied with the Mileage of Maruti Alto.

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ROAD GRIP

TABLE- 7

SL

NOROAD GRIP

NO. OF

RESPONDENTS %


2 Satisfied 33 66

3 Neutral 0 0

4 Dis Satisfied 0 0

Total 50 100

CHART- 7

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INTERPRETATION

The study shows that 66 % of the customers are satisfied, and 34 % are high

satisfied with the road grip.

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MAINTENANCE COST

TABLE- 8

SL

NO

MAINTENANCE

COST

NO. OF

RESPONDENTS %


2 Satisfied 31 62

3 Neutral 3 6

4 Dis Satisfied 0 0

Total 50 100

CHART- 8

MAINTENANCE COST

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INTERPRETATION

The research shows that 62 % of customer are satisfied, 32 % are high satisfied,

and 6 % are Neutral with the maintenance cost.

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SEATING CAPACITY

TABLE-9

SL NO

SEATING

CAPACITY

NO. OF

RESPONDENTS %


2 Satisfied 32 64

3 Neutral 4 8

4 Dis Satisfied 0 0

Total 50 100

CHART- 9

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INTERPRETATION

The graph shows that 64 % of customrs are satisfied , 28 % are high satisfied,

and 8% are neutral with the seating capacity.

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QUALITY OF AC

TABLE- 10

SL

NO

QUALITY OF

AC

NO. OF

RESPONDENTS

%


2 Satisfied 39 78

3 Neutral 1 2

4 Dis Satisfied 0 0

Total 50 100

CHART-10

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INTERPRETATION

The chart shows that 78 % of customers are satisfied and 20 % are high satisfied

and 2 % are Neutral with the quality of AC.

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ENGINE CAPACITY

TABLE- 11

SL

NO

ENGINE

CAPACITY

NO. OF

RESPONDENTS %

1

High

Satisfied 5 10

2 Satisfied 15 30

3 Neutral 30 60

4 Dis Satisfied 0 0

Total 50 100

CHART- 11

ENGINE CAPACITY

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INTERPRETATION

The study showing that 60 % of the customers are neutral, 30 % are satisfied

and 10 % are high satisfied with the engine capacity if Maruti Alto.

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INFORMATION ABOUT MILEAGE

CHART -12

SL

NO

INFORMATION

ABOUT

MELEAGE

NO. OF

RESPONDENTS %

1 NEWS MEDIA 8 16

2 FRIENDS 33 66

3

COMPANY

SALESMAN 9 18

4 OTHERS 0 0

TOTAL 50 100

CHART-12

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INTERPRETATION

The graph showing 66 % of customers got information about mileage from

friends. 18 % from company salesman and 16 % customers from news media.

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DESIGN AND STYLE

TABLE -13

SL

NO

DESIGN AND

STYLE

NO. OF

RESPONDENTS %


2 Satisfied 29 58

3 Neutral 2 4

4 Dis Satisfied 0 0

Total 50 100

CHART – 13

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INTERPRETATION

The research shows that 58 % of customers are satisfied, 38 % are high satisfied

and 4 % are neutral with the design style of the car.

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SIZE OF THE CAR

TABLE- 14

SL NO

SIZE OF

THE CARNO. OF

RESPONDENTS %

1

High

Satisfied 18 36

2 Satisfied 26 52

3 Neutral 6 12

4 Dis Satisfied 0 0

Total 50 100

CHART- 14

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INTERPRETATION

The graph shows that 52 % of the customers are satisfied , 36 % are high

satisfied,and 12 % are neutral with the size of the car.

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SATISFACTION FROM THE VALUE

TABLE-15

SL

NO

SATISFACTION

FROM THE

VALUE

NO. OF

RESPONDENTS %


2 Satisfied 35 70

3 Neutral 3 6

4 Dis Satisfied 0 0

Total 50 100

CHART -15

SATISFACTION FROM THE VALUE

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INTERPRETATION

The study shows that 70 % of the customers are satisfied,24 % are high satisfied

and 6 % are neutral with the satisfaction with the value.

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SPACE FOR LUGGAGE

TABLE-16

SL

NO

SPACE FOR

LUGGAGE

NO. OF

RESPONDENTS %


2 Satisfied 23 46

3 Neutral 20 40

4 Dis Satisfied 3 6

Total 50 100

CHART- 16

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INTERPRETATION

The graph shows that 46 % of the customers are satisfied, 40 % are neutral ,8%

are high satisfied and 6 % are dis satisfied with the space for luggage.

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BUYING INDUCEMENT

TABLE-17

SL

NO

BUYING

INDUCEMENT

NO. OF

RESPONDENTS %

1 Self interest 34 68

2

Recommended by

friends 14 28

3 Advertisement 2 4

4 Others 0 0

Total 50 100

CHART- 17

BUYING INDUCEMENT

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INTERPRETATION

The graph shows the inducement of customers to buy the car as – 68 % by self

interest, 28 % recomented by friends and 4 % by advertisement.

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BRAND SELECTION

TABLE- 18

SL NO

BRAND

SELECTION

NO. OF

RESPONDENTS %


2 Satisfied 31 62

3 Neutral 0 0

4 Dis Satisfied 0 0

Total 50 100

CHART- 18

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INTERPRETATION

The graph showing that 68 % of the customers are satisfied and 32 % are high

satisfied with the brand selection.

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RANKING METHOD

Analyzing the attribute considered by the consumers while purchasing Maruti

Alto.

RANK

ATTRIBUTE 1 2 3 4 TOTAL

STYLE 21 13 6 10 50

MILEAGE 3 21 23 3 50

PRICE 19 18 11 2 50

MAINTENANCE 9 5 11 25 50

Analyzing in weighted ranking method.

RANK

ATTRIBUTE 1

4

2

3

3

2

4

1

TOTAL

STYLE 84 39 12 10 145

MILEAGE 12 63 66 3 144

PRICE 76 54 22 2 154

MAINTENANCE 36 15 22 25 98

TOTAL 661

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Style = (145/ 661) 100 = 21.94 %

Mileage = (144/661) 100 = 21.79 %

Price = (154/661) 100 = 23.3 %

Maintenance= (98/661)100=14.83 %

The test Showing that consumers considering style of Maruti Alto by 21.94 %

, Mileage 21.79 %, Price 23.3 % and maintanence 14.83%.

And the result of this test is that Price is the most considering attribute

for the Customers of Maruti Alto.

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CHI SQUARE TEST

Chi-Square test is one of the simplest and most commonly used non-parametric

tests of significance. Chi-square test is used to draw inferences about the

population dispersion, mainly the variance. Problems in social research

frequently involve the counting of a number of persons, objects or responses as

they occur under various categories or classification. For example, school

children may be classified and counted according to their reading ability,

mathematical ability or their modes o behaviour. Adult citizens may be

classified according to whether they are “ in favour of”, “indifferent to”, or

“opposed to” a particular social reform. The chi square test is suitable for

analyzing data and problems like those categories and frequencies, Chi square is

perhaps the most suitable test to compare the obtained set of ‘observed

frequencies in given categories with a set of theoretical or expected frequencies

within them.

Chi Square = ∑[(O-E)²/E]

O= Original frequency,

E= Expected frequency

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Ho : Size of the car is not effecting on customers brand selection.

High

Satisfied (%)

Satisfied

(%)

Neutral

(%)

Dis satisfied

(%)

Total

Size 36

52

12 0 100

Brand

selection

38 62 0 0 100

Total 74 114 12 0 200

Original

Frequency (O)

Expected

Frequency (E)

(O-E)² (O-E)²/E

36 (74*100)/200=37 1 0.03

52 (114*100)/200=57 25 0.44

12 (12*100)/200=6 36 6.00

0 0 0 0.00

38 (74*100)/200=37 1 0.03

62 (114*100)/200=57 25 0.44

0 (12*100)/200=6 36 6.00

0 0 0 0.00

Sum=12.94

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CHI SQUARE = ∑[(O-E)²/E]

=12.94

Degree of freedom = (r-1)(c-1)

=(2-1)(4-1)

=3

Level of significance =5%

=0.05

Tabled value =7.815

Since calculated value less than tabled value, reject null hypothesis.

Therefore size of the car is effecting on customers brand selection.

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SUMMARY AND CONCLUSION

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FINDINGS

FINDINGS

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* 60 % of the customers are belongs to the income group of below 1 lakh p.a.

* The research showing that 40 % of the customers are not much satisfied with

the space available for luggage.

* Around 70 % of the customers are buying Maruti Alto by self interest.

* 96 % of the customers are satisfied with the design and style of Maruti Alto.

* 100 % of customers are satisfied with the brand selection.

* The research result shows that 52 % of customers got information about safety

measures from the company salesman, 32 % from News media and a 16 % from

their friends.

* The study showing that 54 % of the customers are Satisfied and 46 % of

customers are High satisfied with the Mileage of Maruti Alto.

* The study shows that 66 % of the customers are satisfied, and 34 % are high

satisfied with the road grip

* The research shows that 62 % of customer are satisfied, 32 % are high

satisfied, and 6 % are Neutral with the maintenance cost.

* The research shows that 64 % of customrs are satisfied , 28 % are high

satisfied, and 8 % are neutral with the seating capacity.

* The study shows that 78 % of customers are satisfied and 20 % are high

satisfied and 2 % are Neutral with the quality of AC

* The study showing that 60 % of the customers are neutral, 30 % are satisfied

and 10 % are high satisfied with the engine capacity if Maruti Alto.

* The research showing 66 % of customers got information about mileage from

friends. 18 % from company salesman and 16 % customers from news media.

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* The research shows that 70 % of the customers are satisfied,24 % are high

satisfied nd 6 % are neutral with the satisfaction with the value.

* The study shows that 70 % of the customers are got information about about

Maruti Alto though News media and a 30 % though their friends.

The research shows that the middle income people are accepting the Maruti

Alto as peoples car. They are much aware about the Brand. So the Maruti Alto

possessing a well brand image among the public. The customers are very

satisfied with the style, price, comfortness, mileage, maintenance cost …etc.

The customers who belong to below 1 lakh p.a. income group are more

interested with the price and after that they considering comfortness of Maruti

Alto. In their view Maruti Alto is the budgeted car.

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SUGGESTION

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SUGGESTION

1. Since 40 % of the respondents strongly argued for the improvement of the

availability of space for luggage. It is the major suggestion from the customers.

2. The customers are not getting much information about the engine details of

Maruti Alto from outside. Majority of them are getting information from the

company salesman. So the advertisement should provide more details about the

engine.

3. The research reveals that only 4 % of the customers induced to buy Maruti

Alto by the effect of advertisement. So it results that the advertisement is not so

effective. So the company should take some improvement in the advertisement.

4. Some portion of the customers are suggesting make some innovative change

in the design and style of Maruti Alto without changing the price.

5. The size of the car should be increased.

6. A little more space needed for comfort seating facility.

7. In this study I found that Pick up of the car decreases if you use the AC. So I

suggest the company to solve this problem.

8. The driver want to push the driver’s seat completely behind to drive

comfortably because the leg room is small. I suggest the company to solve this

problem.

9. Quality of Plastic is low. The customers suggesting that company should

improve the quality of plastic.

10. Some respondents opinion is that Engine Noise enters the Cabin and is very annoying. So I suggest the company to solve this problem.

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LIMITATION OF THE STUDY

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LIMITATION OF THE STUDY

Sample size taken for the study is only 50 which is small number to

arrive at un biased conclusion.

Because of the time constraints a detailed study is not possible.

Scope of the study is restricted.

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CONCLUSION

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Conclusion

Since the brand awareness of consumers is the purpose of this study.

Survey is conducted in Calicut district through questionnaire taking 50

customers. From this survey I got valuable suggestions, opinion and views of

the customers. The ranking test showing that Price is the most considering

attribute for the Customers of Maruti Alto. And the Chi square test shows that

the size of the car is effecting on customers brand selection.The customers have

strong suggestion for improvement mainly in the availability of space for

luggage. The middle class peoples are considering the Maruti Alto as the

budgeted car. From this study it is clear that Maruti Alto have a good brand

image among the public and the customers had been satisfied with the product

performance. The customers are well aware about the performance and features

of Maruti Alto.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

1. Philip Kotler & Kevin Lane Keller- Marketing Management.

2. Kothari.C.R- Research Methodology.

3. A. Vinod Marketing Management.

4. www.wikipedia.com

5. www.popularv.com

6. www.marutisuzuki.com

7. www.gaadi.com

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ANNEXTURE

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A STUDY ON CONSUMERS BRAND AWARENESS TOWARDS MARUTI ALTO

QUESTIONNAIRE

1. Name :

2. Age : 18-25 26-35 36-45 46 & above

3. Educational qualification :

Below SSLC SSLC HSC Degree & above

4. Which income group you belongs to?

Below 1 lakh 1-2 lakh 2-3 lakh 3-4lakh 4lakh & above

5. What are the attributes considered while purchasing Maruti Alto?

Rank them (1-4) Style Mileage Price Maintenance

6. Where did you got information about Maruti Alto?

News media Friends company salesman Others

7. Where did you got information about safety measures of Maruti Alto?


8. How satisfied are you with the mileage of the car?

High Satisfied Satisfied Neutral Dis satisfied 9. Are you getting the expected road grip?

High Satisfied Satisfied Neutral Dis satisfied 10. How is the maintainence cost relative to your expectation?

High Satisfied Satisfied Neutral Dis satisfied 11. Are you satisfied with the seating capacity?

High Satisfied Satisfied Neutral Dis satisfied

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12. Are you satisfied with the quality of AC ?


13.How did you come to know about engine capacity?


14. From where did you got information about mileage of Maruti Alto?


15. Are you satisfied with the design and style?


16. Are you stisfied with the size of the car?


17. What is the degree of satisfaction derived from the product as per value paid for Maruti Alto?


18. Mention your satisfaction regarding space available for luggage.


19.What induced you to buy Maruti Alto?

Self interest By friends Advertisement Others

20.Are you satisfied with your brand selection?


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Documents

Customers Brand Awareness on Maruti Alto