A

PROJECT REPORT

ON

A STUDY ON MARKET POTENTIAL OF THE

MARUTI’S PRODUCTS
(A Study at PASCO Automobiles, Delhi)

Under the Supervision of Submitted by :

Mr. Navneet Kumar Bhawna Sharma

General Manager (Sales and Marketing) 05061118028
PASCO Automobiles MBA (Marketing)

1
Guru Jambheshwar University of
Science and Technology, Hisar
(Haryana)
2005-2007

CHAPTER - I
INTRODUCTION

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 INTRODUCTION
In this era of cutthroat competition, no company can even survive in the
market place without knowing its and its products strengths & weakness. It has
to fortify itself against threats from the environment and exploit its strengths or
increases profits. And it order to do so, the company has to conduct regular
surveys to know the customer’s opinions, needs and preferences. This helps the
company to manufacture the product like wise for each customer’s expectations.

It has now become more important for the customer confidence and
higher positioning of buyer perception. Thus, Survey’s becomes genuine key to
success.

Our present study is on car segment. The car segment is dominated by

many players viz. Maruti, Chevrolet, skoda, Hyundai, Tata Motors etc. Two major
players viz. Maruti Udyog limited and Hyundai limited dominate the car segment.
The market share of Maruti Udyog Limited is about 60% at resent. Other players
constitute about 40% of total market share. Hyundai is the second largest car
manufacturing in India.

Our study will focus why Maruti captured a large market share and why others
captured a little share. We will compare the both dominating companies. Then
we will try to understand the strategies of both companies, which help these
companies to capture a large share of the market. Further we will also study the
consumer’s behavior towards the small segment cars. There will be an effort to
study the car owing patter also.

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OBJECTIVE OF THE STUDY

The Objectives of the study are:

1. To know the current market position of Maruti Udyog Limited.

2. To Study the Consumer Behaviour.

3. To Study the Brand preference of the consumer.

4. To Study the rapid changing perception of consumers towards small

segment cars.

5. To Study the satisfaction level with after sales services of company.

6. To make suggestions to the company to improve the level of satisfaction

among customers.

7. To know the price effect on the purchase of the cars.

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 CHAPTER - II
MAJOR AUTO-MOBILES
PLAYERS IN INDIA

5
 Major Automobile Players in India
Maruti Udyog Limited
Maruti Udyog Limited is India's largest automobile company. Its main factory is
situated in Gurgaon district, Haryana. The company, a joint venture with of
Government of India with Suzuki of Japan, has been a success story like no
other in the annals of the Indian automobile industry. The first cars rolled out for
sale on 14th December 1983, (the Company went into production in a record 13
months), marking the beginning of a revolution in the Indian automobile industry.

Suzuki Motor Corporation

Suzuki Motor Corporation was incorporated in 1920. Today it is one of the
leading manufacturing industry in automobiles. Suzuki Motor Corporation, with
headquarters in Hamamatsu, Shizuoka, Japan is the leading international
manufacturer of compact cars. The Company employs some 45,510 people
worldwide. And it is represented in over 192 countries and areas. Its net sales
have been exceeding the previous terms for the 8th consecutive year and its
operating income for 7th consecutive year, and in the fiscal 2006/2007 the
turnover reached about 3,163 billion yen with an increase of 15.2 percent over
the previous year. The worldwide sales cover among other things 2.22 million
automobiles and 3.06 million motorcycles. Suzuki has 35 main production
facilities in 23 countries.

Hyundai Motor India Ltd.

Hyundai Motor Company, Korea, has constructed its largest overseas
manufacturing plant in Chennai, India. Hyundai models include Santro, Accent
and Sonata. Provides information about Hyundai dealers throughout India.
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai
Motor Company, South Korea and is the second largest and the fastest growing

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car manufacturer in India. HMIL presently markets 34 variants of passenger cars
in six segments. The Santro in the B segment, Getz Prime, i10 in the B+
segment, the Accent and Verna in the C segment, the Elantra in the D segment,
the Sonata Embera in the E segment and the Tucson in the SUV segment.
Hyundai Motor India, continuing its tradition of being the fastest growing
passenger car manufacturer, registered total sales of 299,513 vehicles in
calendar year (CY) 2006, an increase of 18.5 percent over CY 2005. In the
domestic market it clocked a growth of 19.1 percent a compared to 2005, with
186,174 units, while overseas sales grew by 17.4 percent, with exports of
113,339 units.

Daimler Chrysler India Pvt. Ltd & Mercedes-Benz India Ltd.

Daimler Chrysler India is a 100% subsidiary of Daimler Chrysler group and one
of the first auto joint ventures set up in India. Daimler Chrysler India has a world-
class production facility in Pune, in Maharastra State.

Ford India Limited - Subsidiary of Ford

Ford has invested heavily in India, with a Rs. 1700 crore integrated
manufacturing plant at Maraimalai Nagar, equipped with state-of-the-art Ford
technology and employing 1,000 people. Models include Ikon and Mondeo.
Gajra Gears Ltd. : manufacturer of automobile transmission gears.

Opel India
Manufactures the Opel Astra car in India
Automotive seating systems and components for passenger cars,LCVs, tractors.
S.K. Engineering & Allied Works has now become a world famous name for
Dehusking and Splitting plant for pulses and peas. Our plants of capacities
ranging from 50 to 150 tones per day are already installed and successfully

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working in countries like Australia, Middle East, Canada, India, Nepal and Burma
with more and more countries getting added to the list.

Tata Motors
India's most reliable, dynamic and futuristic automobile manufacturer. With more
than 130 models spanning a wide range of Commercial Vehicles, Passenger
Cars and Multi-Utility Vehicles, Tata Motors provides the wheels for India's
growth.

Mahindra Ford India Ltd

Manufactures the Ford Escort range of cars in India

Mitsubishi Lancer
All you want to know about the car Mitsubishi Lancer.

Honda City
Luxury cars from Honda

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 CHAPTER - III
MARUTI UDYOG LIMITED

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 Maruti Udyog Limited
Maruti Udyog Limited is India's largest automobile company. Its main factory is
situated in Gurgaon district, Haryana. The company, a joint venture with of
Government of India with Suzuki of Japan, has been a success story like no
other in the annals of the Indian automobile industry. The first cars rolled out for
sale on 14th December 1983, (the Company went into production in a record 13
months), marking the beginning of a revolution in the Indian automobile industry.
The Indian car market had stagnated at a volume of 30,000 or 40,000 cars a year
for the decade ending 1983. In 1993, this figure reached a number of 1,96,820.
Maruti's figures are a different story altogether. Maruti reached a total production
of one million motorcars in March 1994, becoming the first Indian company to
cross this milestone and crossed the two million mark in 1997.

For the year ended 1997-98, Maruti posted a turnover of US$ 2.1 billion and a
Profit Before Tax of US$ 244 million. During the year, Maruti produced over
350,000 vehicles, out of which 26,000 were exported. Maruti has made profits in
every single year since inception, and has been paying dividends for ten years.

Through the years Maruti has provided world-class Japanese technology,

suitably adapted to Indian conditions and Indian car users. Maruti's market share
figures show the response of customers: In 1997-98, its market share of vehicles
was over 70%. In addition to leading in the economy car segment, Maruti is also
the leader in the luxury car segment with a market share of 38%. Maruti also
sells the Grand Vitara, sports utility vehicle (SUV) in India.

The success of the joint venture led Suzuki to increase its equity from 26% to
40% in 1987, and further to 50% in 1992. As a result, Maruti changed from being
a government company to a non-government company. With the introduction of
economic liberalization from July 1991, the government realized the high growth
potential of the passenger car market. It took note of the contribution of this

10
segment in promoting employment, technological up gradation of industry and
contribution to government revenues. Policy changes took place accordingly.
Maruti's excellent performance in the post-liberalization milieu is in keeping with
the earlier trend set by it.

As a result, the transfer of technology from Suzuki has been a smooth process.
By February 1990, a local content of above 90% was reached for the Maruti 800.

Suzuki Motor Corporation

Suzuki Motor Corporation was incorporated in 1920. Today it is one of the
leading manufacturing industry in automobiles. Suzuki Motor Corporation, with
headquarters in Hamamatsu, Shizuoka, Japan is the leading international
manufacturer of compact cars. The Company employs some 45,510 people
worldwide. And it is represented in over 192 countries and areas. Its net sales
have been exceeding the previous terms for the 8th consecutive year and its
operating income for 7th consecutive year, and in the fiscal 2006/2007 the
turnover reached about 3,163 billion yen with an increase of 15.2 percent over
the previous year. The worldwide sales cover among other things 2.22 million
automobiles and 3.06 million motorcycles. Suzuki has 35 main production
facilities in 23 countries.

Today, the Suzuki brand is synonymous with 'value-packed' products, which offer
quality, reliability and originality. An integral part of the Suzuki concept to deliver
'value-packed' products lies in ensuring that the company uses the most modern
manufacturing equipment and technologies together with factory workers and
engineers. In addition, various activities are aimed at continually enhancing
productivity.

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 Snapshot of Suzuki Motor Corporation
Incorporated February 1981

Joint Venture Agreement October 1982

54.2% Suzuki, Japan, Balance with Other Financial

Equity Structure
Institution and Public.
Sales (No of Cars) Financial year
674, 924 including 39,295 exports.
2006-07
Sales (Net of Excise) Financial INR 152.5 Billion, Yen 423.675 Billion ,
year 2006-07 $ 3.499 Billion
Profit After Tax
INR 15.62 Billion, Yen 42.22 Billion, $ 358.34 Million
Financial year 2006-07

Employee Strength 4993 of Financial year 2006-07

Facilities Gurgaon: 3 vehicle assembly plants

Diesel Power train Plant
Joint Venture
Subsidiary Companies
Manesar: 1 vehicle assembly plant
Head Office in New Delhi, India
Regional offices: 16
Suzuki Power train India Limited (SPIL), Joint Venture
between Suzuki Motor Corporation 70% Equity the
rest is with Maruti Suzuki India Limited.
Global hub for Diesel engines and transmissions for
Suzuki worldwide.
15 Joint Venture companies, including Suzuki Power
train India Limited for component supply.

Network Reach
Financial year True Value: for sale and purchase of pre-owned cars
2006-07 Maruti Insurance: for insurance of Maruti vehicles
(four companies) Maruti Finance: for financing Maruti
vehicles
Sales 398 Outlets covering 228 cities
Service 2421 workshops covering 1193 cities
Pre-owned Car Sales 242 dealers covering 148 cities

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Maruti Insurance

In line of the vision of providing enhanced services and conveniences of the

customers Maruti started Insurance business like Maruti Finance and Maruti True
Value.

Our studies indicated that customers are looking for insurance products that
provide them support, comfort and convenience, more so after their vehicle has
met with an accident. Unfortunately, most of these attributes were missing in the
market for car insurance. Maruti Insurance was launched to fill this gap.

For this initiative, Maruti Udyog Limited have set up insurance distribution
subsidiaries, Maruti Insurance Distributors Services (MIDS) and Maruti Insurance
Brokers Limited (MIBL) in our dealerships.

The subsidiaries of Maruti Udyog Limited have tied up with leading general
insurance companies of the country as their licensed corporate agents. While
MIDS has partnered with Bajaj Allianz General Insurance Company, MIBL will
work with National Insurance Company Limited.

Overall, the initiative in the form of Maruti Insurance promises to be a hassle free
and convenient service for Maruti customers.

On-line Motor Insurance renewal

Recently, Maruti Udyog Limited introduced the 'online motor-insurance renewal'
system. Again, giving flexibility and making their transactions hassle free,
transparent and convenient, Maruti has taken a big leap towards customer
satisfaction.

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Customers can now renew their car insurance instantly, on the Internet while
paying electronically through credit or debit card. Maruti insurance activities
provide very much convenience to the customers. It reduces the efforts of the
customers for taking insurance. These steps are very helpful to increase the sale
of Maruti’s products.

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Maruti Finance

Maruti Finance way back in 2002 in line of the vision of providing enhanced
services and conveniences to the customers.

Leading companies in auto-finance partnered with us in this venture with a

mission to offer convenience, transparency and value for money to our
customers.

Maruti Finance is one of the auto related service businesses that they entered to
provide complete mobility-related solutions to the customers. These businesses
have helped us strengthen our relationship with the customer.

Benefits for the Customer

Transparency and Convenience:

Through this initiative the dealerships serve as one-stop shops for customers.
The car finance is offered at a transparent rate of interest, and saves customers
the cost and inconvenience involved in searching for the "best deal" in the
market.

Interest Rate:
Despite increasing interest rates, the offer rates have been competitive because
Maruti Udyog Limited were able to bring together country's leading auto finance
companies under a single umbrella.

Wider reach:

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In addition, we have been able to offer convenient finance options even in
upcountry areas where there is limited availability of organized finance. Besides,
it has helped to reach wider range of customer profiles.

Additional services:
Customers availing of loans from Maruti Finance will have the option of securing
additional finance for purchase of extended warranty on their cars for upto four
years. It will also provide loan "top ups" to new car customers for car insurance
and purchase of Maruti Genuine Accessories.

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Sales and Service

The Maruti Dealerships are the most visible parts of customer focus. Right from
the way a prospective customer is welcomed to the dealership to the entire
buying experience and the service experience, customers feel very 'invited'. Its
what makes customers loyal to Maruti cars too. Almost 50% of our new car
customers are existing customers. Almost 90% people, who trade in their used
cars through 'Maruti True Value', finally buy a new Maruti.

Customer focus
Customer focus is very important, amply evident from the fact that 'Customer
Obsession' is our first core value. We have been chosen by customers as the
best car manufacturer in terms of customer satisfaction seven years in a row in
the prestigious J D Power survey.

Wide range of cars

Maruti Udyog Limited offers 10 models and over 100 variants, ranging from the
people's car, Maruti 800, for less than Rs 200,000 ($ 5000) ex-showroom to the
premium sedan SX 4 and luxury SUV, Grand Vitara.

The Complete Car Experience

Maruti goes ahead to give the customer a complete car experience - a solution to
have all auto needs under a single roof. Allied services like Finance (Maruti
Finance), Insurance (Maruti Insurance) and sale, purchase and trade-in of pre
owned cars (True Value) help customers have a hasslefree ownership
experience.

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Network
Maruti Udyog Limited have a nationwide footprint in over 1172 cities in India and
export to over 100 countries across the globe. Maruti grabbed the Indian
automobile market. Maruti is the leading automobile organization.

Authorised Service Centers

Maruti also have been provided very approachable service centers all over the
country. Maruti is also on the top regarding this matter. Maruti has large
numbers of stud centers.

Easy Availability of Spares

It is also the strength of Maruti that the spares of Maruti are
easily available into the market.

Service
Service Quality standards have been one of the most important Kaizens followed
at the workshops. Maruti Suzuki has been way ahead of the industry average
and has been ranked No.1 in the JD Power Customer Satisfaction Index seven
times in a row.

Special Service initiatives for women customers

Maruti offers a special service initiative to women, by picking up the car for
service and dropping it off once completed. This is especially helpful to working
women who need more time and comes in as a great service. This was a result
of one of the communication meetings when the suggestion was put forward and
immediately rolled out.

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 CHAPTER - IV
CONSUMER BEHAVIOUR

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 Consumer Behavior
The task of marketing is to identify consumers’ needs and wants
accurately, then to develop products and services that will satisfy them. For
marketing to be successful, it is not sufficient to merely discover what customers
require, but to find out why it is required. Only by gaining a deep and
comprehensive understanding of buyer behavior works to be mutual advantage
of the consumer and marketer, allowing the marketer to become better equipped
to satisfy the consumers’ needs efficiency and establish a loyal group of
customers with positive attitudes towards the company’s products.

Consumer behavior can be formally defined as––the acts of individuals

directly involved in obtaining and using economic goods and services, including
the decision processes that precede and determine these acts. The underlying
concepts of this form a system in which the individual consumer is the core,
surrounded by an immediate and a wider environment that influences his or her
goals. Passing through a number of problems solving stages leading to purchase
decisions ultimately satisfied these goals. In the past, the main input to the theory
of consumer behavior has come from psychology. More recently, the
interdisciplinary importance of consumer behavior has increased such that
sociology, anthropology, economic and mathematics also contribute to the
science relating to this subject.

Factors Affecting Consumer Behavior

1. Social and Cultural Influences
Culture is learned behavior that has been passed down over time, reinforced in
our daily lives through the family unit and through educational and religious
institutions. Cultural influences, therefore, are powerful ones and if a company
does not understand the culture in which a particular market operates, it cannot
hope to develop products and market them successfully in that market.

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 In some cases, they constitute individual market segments for certain
product areas. Subcultures can also exist within the same racial groups sharing
common nationality. Their bases may be geographical, religious or linguistic
differences and marketers must recognize these differences and should regard
them as providing opportunities rather than posing problems.
2. Specific Social Influences
Social Class
This is the most prominent social influence. Traditionally, one of the chief
determinants of social class was income. Since pay structures have a great deal
in terms of the lower C2, D and E categories moving more towards level
previously enjoyed by the higher A, B and C1 categories over past thirty years or
so, classification of consumers on the basis of lifestyle is becoming more
meaningful today. Income aside, social class is an indicator of life-style and its
existence exerts a strong influence on individual consumer and their behavior.

Reference Groups
This can be described as a group of people whose standards of conduct mould
an individual disposition, beliefs and values. This group can be small or large.
Reference group can range from the immediate family to individual is unlikely to
deviate too far from the behaviors norms laid down by the members of a club or
hobby group. Reference group theory not state that individualism can not exit
within a group but it does suggest that even rigid independent thinkers will at
least be aware of what is considered normal within a group.
In a small group be the family the advice and opinion of these who are
regarded as knowledge will be highly regarded. Such people are termed opinion
leaders. Extraneous to groups’ influences might also be at the work in opinion
forming, and here there is the existence of opinion leaders who are outside of the
immediate group. The opinion followers take up their opinions. In the case of a
number of products, deliberate direct appeal is made to the so-called snob
appeal. This is done by using marketing of company’s products acceptable to

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opinion leaders, or famous personalities (Who are paid for their endorsement) in
the hope that other sectors of the population will follow them.
The family life cycle traditionally contains six stages, although more
recently different division has been quoted. These divisions are:
Unmarried––Here, financial commitments and family responsibilities tend to be
low, with disposable income being high. These younger unmarried consumers
tend to be more leisure-oriented and more fashion conscious. This segment thus
comprises a very important market for many are and innovative products.
Young newly married couples and no children––This group focuses its
expenditure on that item considered necessary for setting up home.
Young married couples with children––Outlay here is children oriented, and there
is little surplus cash for luxury items. Although they are respective to new product
ideas. This group sees economy as being the over-riding factor when making
purchases.

Older married couples still with children at home––Disposable income will

probably have increased, often with both parents working and children being
relatively independent. In some cases children may be working and the parents
are able to be engage increasingly in leisure activities often in the form of more
than the standards annual holidays. Consumers durable, including major items of
furniture, are often replaced at this stage. Such purchases are often made with
different motivation to the original motivations of strict functionality and economy
that was necessary at an earlier life cycle stage.
Older married couples with no children living in the home––Here, disposable
income can be quite high. However, tastes are like to be firmly rooted reflected in
unchanging patterns. Thus marketers will have difficulty when attempting to
change predisposition, soothe best policy will be through attempts to refine and
add value rather than to introduce new concepts and ideas.
Older retired couples and single people––At this stage, most consumer durable
have been purchased although occasional replacements will be required.

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Purchasing is low and pattern of purchasing is conservative and predictable. This
group of consumers increasing rapidly. Such people tend to be less reliant solely
on the State Pension, many having subscribed to occupational pension from
former employers, which boost the state pension. This allows to leads more
active lives and the tourist industry now actively targets this particular market
segment.

Individual Buyer Behavior

As well as being influenced by the outside environment, people also have their
own individual beliefs. It is important that we should know that these are in order
that we can better understand how individuals respond to marketing efforts.
Individuals are different in terms of how they look, their education, their feelings
and their responses to marketing efforts. Some will behave predictably and other
less predictably according to an individuals personality. The individual consumer
absorbs information and develops attitudes and perceptions. In marketing terms,
this will affect an individual need as well as determining how to satisfy them. The
task of marketing is to identify patterns of behavior which are predictable under
given conditions, which will increased the marketer ability to satisfy customer
needs, which is at the very base of marketing. In order to more fully understand
this concept we shall concentrate on five psychological concepts to understand
buyer behavior. These five psychological concepts are:
Personality and Self-concept
This means how we think other people see us, and how we see ourselves. As
individuals we might wish to create a picture of ourselves that is acceptable to
our reference group. This is communicated to the outside world by our individual
behavior as it is related to our purchase and consumption of goods. The sum of
this behavior is an individual self-statement and is a non-verbal form of
communication.
Self is influenced by social interaction and people make purchases that
are consistent with their self-concept in order to protect and enhance it. The

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constant process of re-evaluating and modifying the self-concept results from a
changing environment and changing personal situations. Personality is the
principal component of the self-concept of the self-concept. It has a strong effect
upon buyer behavior. Many purchase decisions are likely to reflect personality,
and marketer must consider personality when making marketing appeals.
2. Motivation
An early thinker insofar as motivation in concerned was the psychologist
Sigmund Freud who lived between 1856 and 1939. His theories have been
criticized, but his theories are of fundamental value. He was responsible for
identifying three level of consciousness.
The conscious, which includes all sensations and experience of which we are
aware. The preconscious, which includes the memories and thoughts, which we
have stored from our experience and we can bring to mind when are wish. The
unconscious that is the major driving force behind our behavior and this include
are wishes and desires, of which we are not always aware.
Within these levels of consciousness there are mental forces at work attempting
to reconcile our instincts with the social world in which we live and there are not
always in accord so we experience emotional difficulties. Freud’s terms for these
are:
The id, which is the reservoir for all our psychological and sensual instincts. It is
selfish and seeks instant gratification regardless of social consequences.
The superego, which develops as we grow and learn from family, friends,
teachers, and other influences. It functions as our internal representation of the
values and morals of the society in which we have grown up. It is a potent force
and comes in to conflict with the demands made your id for the gratification of
what might be anti social desires.
The ego, which attempts to resolve the conflict between the id and the superego
and tries to redirect our id impulses in to socially and morally acceptable modes
of expression.

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Marketers are interested in motivation when it relates to purchasing behavior.
This behavior related to the motive for wishing to possess the goods or services
in question, and it has been termed goal-related behavior. For a motive to exist
there must be a corresponding need. Motives like hunger, thirst, warmth, and
shelter are physiological. Others, like approval, success and prestige are
psychological. Motives like staying alive are instinctive while motives like
cleanliness, tidiness and proficiency are motives that are learned during life. We
can also discern between rational and emotional motives. Most purchasing
decisions are a composite of such motives, quite often a deciding factor might be
price which is of course more of an economic restriction than motive. It can
therefore, be seen that a number of motives might be at play when making a
purchasing decision––some motives are stronger than other is and the final
decision might be a compromise solution.
In 1954 the psychologist Abraham Maslow put forward his classic Hierarchy of
Needs, which is shown in the Figure 1 given below. This hierarchy is now central
to much thinking in buyer behavior.

Self-Needs
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
Fig.1 Hierarchy of Needs (From A. H. Maslow)

Physiological needs are concerned with self-preservation and these are

the basic needs of life involving those elements required to sustain and advance
the human race. Safety needs relate to protection against danger and
deprivation. Once the more basic needs have been satisfied, behavior is
influenced by the need for belonging, association and acceptable by others. In

25
many texts the next two needs are put together, but here we have separated
respect and self-esteem in terms of qualification and recognition above this. The
final need is what Maslow termed Self-actualization, which means self-fulfillment
in terms of becoming that entire one is capable of being and one has reached the
pinnacle of personal potential.
It is argued that when more basic needs like hunger and thirst have been
satisfied, then individual will move towards satisfying higher order needs towards
the apex of the pyramid and look increasingly for satisfactions that will increase
status and social acceptability. When the apex of the pyramid has been reached
and other satisfaction has been achieved the prime motivation is then one of
acquiring products and accomplishing activities that allow self-expression. This
can be in the from of hobbies, particularly collecting, which may have been
desired for a long time, but have been neglected until the lower order needs have
been satisfied. It is of course not possible to formulate marketing strategies on
the hierarchy theory on its own. Its real value is that it suggests that marketers
should understand and direct their efforts at the specific needs of their
customers, wherever the gods one is attempting to promote is in the hierarchy.
3. Perception
Unlike motivation that required retention to stimulus, perception relates to the
meaning that is assigned to that stimulus. As marketers are interested in how
buyers perceive and react to products in relation to such matters as quality,
aesthetics, price, and image, since products not only exist in practical terms, but
also how the are perceived by consumers in relation to need satisfaction. This
perception by buyer is affected by the nature of the product itself, by the
circumstances of the individual buyer, and by the buyers’ innate situation in terms
of how ready they are to make the purchase in terms of needing it at a particular
point in time, it is, of course, necessary the product or service (i.e. the stimulus)
receives the attention of the potential buyer.

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Attitudes
Our strongest basic attitudes are implemented in our formative years and these
come largely from the influence of our close family group another social
interaction. More refined attitudes develop later. In marketing terms, the sum total
of our attitudes can be regarded as a set of conditions that a potential buyer has
in relation to stores or companies go out of their way to engender favorable
attitude and it is why manufacturers see to induce loyalty towards their particular
brand of products. Once this attitude has been establishes in the mind of the
customer, it might be difficult to alter. Even a minor dissatisfaction can against a
manufacturer or retail establishment, and a method of attempting to change
attitude is through promotional appeals and through a program of public.
5. Learning
Experience precedes learning and this can alter perceptions and attitudes. It is
also intensifies a shift in behavior, so when a buyer perceives that certain
products are more favorable than others within his or her reference group, repeat
purchases are made to promote this acceptability. Every time a satisfactory
purchase is made, the consumer becomes less likely to depart from this
purchasing behavior. The result is brand loyalty, and the ultimate success of
marketing is in terms of customer making repeat purchase of becoming brand
loyal.
A fundamental aim of marketer is to bring about satisfaction for their
customer and this is cardinal to the concept of the marketing. Having looked at
some of the issues that make up consumer behavior, we can now like at the
consumer central goal. Because they are continually occupied in the quest for
satisfaction, competitive offerings will always have potential appeal. Firms must
seek continuous improvement to the products or services and the levels of
support they provide. This is a matter of balancing costs and potential profit with
customer demands, as total satisfaction, except in a minority of cases, is an
unrealistically expensive goal.
Models of Consumer Behavior

27
Now that we have examined the psychological factors that influence consumer
buyer behavior now we are in a position to examine some consumer models. The
aim is to bring together our present.
Understanding by presenting a series of models that endeavor to explain
the purchase decision in relation to pertinent variables.
The Buyer Decision Process
Different buying tasks present different levels of complexity to the purchaser. The
AIDA model that is presented in Figure 2 considers the steps leading to a
purchase in the form of a sequential problem solving process.

Awareness
↓
Interest
↓
Desire
↓
Action
Fig. 2 AIDA Model of
Buying Behavior

Late Dr. E. K. Strong first promoted this classical model in 1925 and it is
still useful today because it is easy to apply as it describes the activities involved
in the buyer process. Products and services vary in the complexity of decision
making involved in their acquisition. The purchase of a new shower unit, for
instance, is more complicated than the purchase of a tube of shower gel.

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 Robinson, Faris, and Wind in 1967 put forward a model that viewed
purchasing as a problem. This is shown in Figure 3 and it describes the activities
involved in the purchasing process.

Purchase
Marketing Inputs
Decision
Product
Product Choice
Place Consumer Location Choice
Promotion
Brand Choice
Price
Other Choice

Psychological
Input

Culture
Attitude
Learning
Perception

Problem Recognition
↓
Information Search
↓
Evaluation of Alternatives
↓
Purchase Decisions
↓
Post Purchase Behavior

Fig. 3 The Buyer Decision

Model

An individual needs a particular product. Information will be short from a

variety of sources including family and friends (Called word of mouth) from
advertising, from catalogues, from visits to retail establishments, and from many
other sources. The more complex the products the greater will tend to be this

29
information search. The task of marketing is to ensure that the company products
receive high exposure during these information search periods and that the best
point of product is emphasizes during the evaluation of alternatives phase. This
will put the company’s product in the best light prior to the purchase decision
because even then the consumer is still susceptible to further influences in
relating to marketing the correct choices.
Marketer must also be aware of post purchase behavior because this can
affect repeat business and forward looking companies attach as much
importance to after sales services as they do to making the initial sales. This
reduces the degree of satisfaction (or dissonance) in the case of genuine
complaints. One method that is now predicted for sales of major items like new
motor cars is where companies follow up a sale by some form of communication
by letter or telephone with their customers. This builds confidence in the mind of
the customer in having made the correct purchasing decision. The terminology
that has been attached to this kind of after sales follow up is customer care.
The Adoption Process
The buyer decision model (Figure 3) was not specifically designed for new
products and its substance was concerned with search and problem solving.
Everett Rogers advanced the model shown in Figure 4, and it related to new
products. It is being with awareness. Marketers must first create awareness and
then assist customer with subsequent stages of the process. Consumers’ can not
being to consider a new product or service as a solution to need related

Awareness
↓
Interest/Information
↓
Evaluation
↓
Trial
↓
Adoption
↓
Post Adoption Confirmation
30
Fig. 4 The Adoption Process
problems without this awareness. Successfully innovative products should
attempt to be problem solving as far as the customer is concerned.
Awareness can come about as a result of the marketing effort of the
company or simply by word of mouth communication. If the product has potential
interest and appeal, then potential purchasers will seek further information.
Consumer then evaluates the new products against existing products, and then
makes an initial adoption by obtaining a trial sample. Which might be a free
sample or a trial purchase. The adoption stage is started when a decision is
made whether to use the product or not (In case of FMCG [Fast Moving
Consumer Goods] goods). Post adoption confirmation is when that product has
been adopted and the consumer is seeking reassurance about the wisdom of his
purchase. After a major purchase, dissonance (termed as Cognitive Dissonance)
is present in the sign of unease that that what was thought to be value for money
at the time of purchase may not, after all, turn out to be true value. Such
dissonance should be encountered by the provision is some kind of follow up
either written or through the telephone.
A more detailed model is suggested in Figure 5 that develops that
adoption process. A series of inputs feed in to the knowledge base. The self-input
includes the psychological notions of perception, attitudes, motivation, and
learning. Similar to other inputs, they set the scene for knowledge to be
interpreted into a favorable situation of awareness. Figure 5 also shows that
persuasion governs the rate of adoption that is affected by relative advantage,
compatibility, complexity, trial opportunity, and absorbing power. The model also
allows for review after the decision stage, and here consumers can be sensitive

Relative Advantage
↓
Compatibility
↓
Complexity
↓
Trial Ability
↓
Absorbability
31
Fig. 5 New Product Purchasing
Decision Process
to the influences of external information sources for promotional appeals and
form such influences as reference groups.
It can be seen that various inputs contribute to knowledge, ranging from
personal factors to company marketing activity. Persuasion is an important phase
and here a number of factors, which are function of the product itself, can lead to
the decision whether or not to purchase the new product or service in question.
The decision means adoption or rejection. If it is adoption, them good experience
can lead to its continued adoption, but if the experience of the product or service
is bad then it will be discontinued. Conversely, rejection, or later adoption,
perhaps, in the latter case through hearing good experience of reference group
members, who have purchased. Continued adoption and later adoption need
confirmation in order to continue the repeat purchase pattern.
It is important that we look an innovator categories insofar as purchasing
behavior is concerned because consumers, as individuals, can be more, or less,
respective to new product or service idea.
The process of the diffusion of innovations propose that certain groups of
consumers will take on new ideas more quickly than other groups and they tend
to influence later consumer groups. These groups have particular common
features.
Innovators are the first small segment to take on new product ideas and
they are likely to be younger people, from well educated, relatively they affluent
background and having a high social status. They are more probably
unprejudiced, discerning people whose understanding of the new product has
been more objectively ascertained than through a sale people or company from
promotional material.
Early adopters, possesses some of the characteristics of innovators, but
they are more part of local systems, acting as opinion leaders within their specific
group.

32
 Early majority adopters tend to be above average in terms of social class

Awareness
↓
Knowledge
↓
Liking
↓
Preference
↓
Conviction
↓
Purchase
Fig. 6 The Innovation Adoption
Model
and rely upon company promotional efforts for data. Opinion leaders of the early
adopter category will tend to be their biggest inspiration.
Late majority adopters tend to adopt the product or services because
earlier groups have generally accepted it.
Laggards make up the final group. They tend to be more careful and older
and of lower socio-economic standing. Clearly, adopter category will tend to differ
depending upon the new product or service being marketed.
Hierarchy of Effects
Lavidge and Steiner produced a Hierarchy of Effects model of purchasing
behavior in 1961. The model starts at the awareness stage, but it could be
argued that there is a stage prior to this, which is when the potential purchaser is
completely unaware of the product or service offering, and it is through marketing
communication that such awareness is made known. The model is described in
Figure 6.

33
CHAPTER - V
ADVERTISING

34
 Advertising
Advertising is any paid form of non-personal presentation and promotion of
ideas, goods, or services by an identified sponsor.

Key Concepts of Advertising

 Advertising contains the key concepts of mass media.
 Advertising constructs messages.
 Advertising has its own codes and conventions.
 Advertising contains bias and ideology.
 Advertising is influenced by commercial implications.
 Advertising is interpreted differently by different people.
 Advertising is the reflection of the real world and influences one’s
perception of the real world.
 Objectives of Advertising
 To create mediums to promote an issue influence perceptions.
 To understand the concept of the market segmentation.
 To design advertising using the codes and conventions of the medium.
 To utilize your knowledge of the course material.
 To understand the key steps for creating a promotional campaign.

Media of Advertising
Selection of media is really a great problem before advertiser. He has to keep
thousand things in his mind while selection one of these. There are many Ws in
media planning that are who, where, what, when e.g.
 Whom do we want to reach?
 Where are they located?
 What is the message?
 When do we run the ads?

35
Advertising message is disseminated through numerous and varied channels or
media. The major media in developed countries are newspapers and consumer
magazines, television, direct mail, radio, business publications, outdoor and
transport advertising in addition, a significant amount of advertising is invested in
miscellaneous media, such as window display, free, local newspaper and
shopping news publications, calendars and even sandwich boards.
 Print Media
 Newspapers
 Magazines
 Direct Mail
 Others
 Audio and Visual Media
 Radio
 Television
 Cinema
 Film Advertising (Documentary, Advertising Film, Sponsored Film)
 Forms of Point of Purchase Advertisement
 Neon Sign
 Window Display
 Counter Display
 Wall Display
 Show Rooms Display

Choice of Advertising Media

For the purpose of choosing the appropriate medium or media or advertisement,
following factors should be taken into consideration:
(i). Nature of Product

36
Nature of the product to be advertised has an important bearing on the medium
of advertisement. Product should be classified in to broad categories, namely,
consumer goods and industrial goods. Consumer goods can be advertised in
newspapers, magazines, radio, and television and through outdoor displays. But
industrial goods can be advertised profitably in the specialized trade, technical
and professional journals.
(ii) Nature of Market
Nature and extent of market can be determined by various factors like
geographical region, size of population and purchasing power of the population.
The market may be either local or national. Film advertising and outdoor
advertising are more suitable for local products. Newspapers are the most
suitable for advertising products, which can be sold throughout the country.
(iii) Objective of Advertising
The objective of the advertising program is very important to determining the
choice of advertisement media. The objectives may b e introduction of new
product, to increase demand of an existing product, or to avoid competition by
the rivals. If advertising is not to be carried on a mass scale to have big impact in
the short and long run, a combination of various advertising media may be
chosen. Sometime advertisements are inserted in the newspapers and
magazines to complement the readers in order to enhance the goodwill of the
advertiser.
(iv) Circulation of Media
If the media have greater circulation, the message of the advertiser will reach a
larger number of people. It may be mentioned that newspapers have the widest
circulation, but other media have limited and selective circulation.
(v) Financial Consideration
The cost of advertising media is an important consideration and it should be
considered in relation to (a) the amount of funds available, and (b) the circulation
of the media. In the first instance, the amount of funds available may dictate the
choice of a medium or a combination of media of advertisement, and secondly,

37
the advertiser should try to develop some relationship between the cost of the
medium and its circulation. The cost-benefit analysis will enable the advertiser to
take right decision in regard to selection of the advertising media.
(vi) Type of Audience
If the message is to convey to illiterate or less literate people, radio, television
and cinema advertisement will serve the purpose in a better way. Newspapers,
magazines, displayed and direct mail are used to convey the message to the
educated people. Since different languages are popular in different regions,
advertisements in different languages may be given to popularize the product.
(vii) Life of Advertisement
Outdoor display and magazines and direct mail have sufficiently longer life but
the life of newspaper, radio and television advertisements is very short unless
they are repeated regularly. Therefore, the advertiser should also take in to
consideration the duration for which he wants to create the impression in the
minds of the prospective customers.
(viii) Media Used by Competitors
The choice of advertising media also depends upon the media used by the
competitors. If a product is being advertised in a newspaper, the producers of its
substitutes will find it better to advertise them in the same newspaper. This
practice has become more common these days in order to fight competition in
the market.

38
 CHAPTER - VI
FINANCIAL RESULTS OF
MARUTI UDYOG LIMITED

39
 Financial Results Of Maruti Udyog Limited
Income of Maruti Udyog Ltd. For the Year 2005-06 & 2006-07
Particulars Quarter Ended
31-Mar-06 31-Mar-07
Income From Operation
Net Sales 326033 441344
Income from Services 1668 1632
Other Income 11526 20948
Total Income from Operation 339227 463924
Total Expenditure 279085 387873
Profit Before Tax 52545 66863
Total Tax 16453 22007
Net Profit After Tax 36092 44856

Income of Maruti Udyog Ltd.

Amount (In
Lacs.)

2006 2007
Sources of Income

Net Sales
Total Income from Operation
Profit Before Tax
Net Profit After Tax
Income For the Year 2005-06 & 2006-07

Particulars Year Ended

31-Mar-06 31-Mar-07
Income From Operation
Net Sales 1200342 1459224

40
Income from Services 4882 6165
Other Income 42919 59841
Total Income from Operation 1248143 1525230
Total Expenditure 1042563 1266348
Profit Before Tax 174999 227983
Total Tax 56094 71785
Net Profit After Tax 118905 156198

Income For the Year 2005-06 & 2006-07

Amount (Rs. In
Lacs)

2006 2007
Sources of Income

Net Sales Total Income from Operation

Profit Before Tax Net Profit After Tax

41
 Vehicle Sold By Maruti Udyog Ltd. in the year 2006 & 2007
Particulars Year Ended
31-Mar-06 31-Mar-07

No. of Vehicle Sold

Domestic 527038 635629
Foreign 34781 39295
Total Vehicle Sold 561819 674924

Vehicle Sold By Maruti Udyog

Ltd. in the year 2006 & 2007
No. of Vehicle

2006 2007
Year

Domestic Foreign Total Vehicle Sold

Vehicle Sold for the Quarter March 2006 & March 2007
Particulars Quarter Ended
31-Mar-06 31-Mar-07
No. of Vehicle Sold

42
Domestic 146275 185899
Foreign 8125 14213
Total Vehicle Sold 154400 200112

Vehicle Sold for the Quarter March

2006 & March 2007
No. of Vehicle

2006 2007
Quarter

Domestic Foreign Total Vehicle Sold

Vehicle Sold for Quarter of June 2006 & June 2007

Particulars Quarter Ended
30/6/2006 30/6/2007
No. of Vehicle Sold
Domestic 137104 160604
Foreign 7844 9065
Total Vehicle Sold 144948 169669

43
 Vehicle Sold for Quarter of
June 2006 & June 2007
No. of Vehicle

2006 2007
Quarter

Domestic Foreign Total Vehicle Sold

Income for the Quarter ended June 2006 & June 2007
Particulars Quarter Ended
30/6/2006 30/6/2007
Income From Operation
Net Sales 311402 391367
Income from Services 1145 1715
Other Income 14330 22325
Total Income from Operation 326877 415407
Total Expenditure 266887 335603
Profit Before Tax 53258 70074
Total Tax 16301 20114
Net Profit After Tax 36957 49960

44
 Income For the Quarter
June 2006 & June 2007
Income

30/6/2006 30/6/2007
Quarter

Net Sales Total Income from Operation

Profit Before Tax Net Profit After Tax

45
CHAPTER - VII
ANALYSIS &
INTREPRETATION

46
 Analysis and Interpretation
Q 1. Do you have a Car?
Car Users No. of Respondents
Yes 80
No 120

Users of the Car

140
120
120
100
No. of Users

80
80
60
40
20
0
Yes No

Analysis
It is clear from the above diagram that most of the people do not have cars.

47
Q 2. Specify the one?
Car Category No. of Respondents
Maruti 120
Hyundai 60
Any Other 20

Analysis Any Other

10%
It is clear from the above diagram that the Maruti have grabbed the major market
share among the Car segment automobile market.
Maruti
60%

Hyundai
30%

48
Q 3. Of which model of Maruti Udyog you
have own?
Model of the cars No. of Respondents
Maruti 800 90
Maruti Alto 50
Wagon R 30
Swift 10
Esteem 10
Other 10
Any Other 3

Users of the Different Models of

Maruti Udyog Ltd.
Respondents

Maruti Maruti Wagon Swift Esteem Other

800 Alto R
Name of the Models

No. of Respondents

Analysis
It is clear from the above diagram that the Model Maruti 800 is the most selling
model because it is very economical & convenient for small user.

49
Q 4. Who motivate you to buy the car?
Factors No. of Respondents
Your Family 26
Peer Group 38
Society 28
Status 35
Life Style 45
Culture 18
Any Other 10

45
45
Analysis 40 38
No. of Re sponde nts

35
35
Most of the people as it is clear from
28
the above diagram motivated by the life
30 26
style, peer group
25 and status factors to buy the car.
20 18
15
10
10
5
0
Your Peer Society Status Life Style Culture Any
Family Group Other
Motivational Factors

50
 Q 5. What are the features you look for your
Cars?
Product Features No. of Respondents
Fuel Efficiency 50
Style 20
Comfort 30
Price 60
Engine Power 20
Resale Value 15
Any Other 5

Product Features
60
50

30
20 20
15
5
Efficiency

Price
Style

Comfort

Resale
Engine

Any Other
Power

Value
Fuel

No. of Respondents

Analysis
It is clear from the diagram that mostly customers are looking fuel efficiency, price
and comfort in his selection.

51
Q 6. What are the price factors, which
motivate you to buy the Cars?
Factors No. of Respondents
Reliable 55
Off Season 40
Schemes 50
Discount 45
Any Other 10

Factors Affecting the Resondents

60 55
50
50 45
40
40
30
20 10
10
0
e

er
n

t
es

un
bl

so

th
m
ia

co
ea

O
he
el

is
S

ny
R

Sc

D
ff

A
O

No. of Respondents

Analysis
From the above diagram it is clear that the price factor such as reliable, discount
and schemes motivate the people to buy the Cars.

Q 7. How much you are affected by the

promotional efforts of the company?

52
 Promotional Efforts No. of Respondents
High 100
Moderate 50
Low 30
No Effect 20
Analysis
Promotional
From the above the diagram Efforts
it is clear that most of the buyer purchase decision
is highly affected by the promotional effort of the company.
Low No Effect
15% 10%

High
50%

Moderate
25%

53
Q 8. According to you who provide the better
after sales services and spares?
Companies No. of Respondents (Total 200)
Maruti 130
Hyundai 60
Others 10

Respondents of Sales & Services

140 130
120
100
80 60
60
40
20 10
0
Maruti Hynudai Others

No. of Respondents

Analysis
From the above diagram it is clear that Maruti provides the better after sales
services and spare.

54
 CHAPTER - VIII
FINDINGS OF THE STUDY

55
 Findings of the Study
It has really been a great job of the research to present the results in the
immaculate way so that the purpose for which whole of the research has been
done must be fulfilled. And also the researcher like a traveler who likes to
tabulate all the important landmarks encountered in the way, would also like to
tabulate and go in for in-depth study of the data collected for the purpose of
meeting the research objective.

In the light of the specified objectives of the research study and above
discussion along with the analysis of the data collected following was interpreted
from the data found from the study undertaken:

• Most of the people of India do not have cars. Only 30 % (approx.) of India
has cars. Most of the car users are of small cars. The customers of India
prefer family car than luxury car.

• Cars have shown an increase in craze and sale trends in the recent past
owing to the marketing strategies, mileage factors, price, and ease in
handling as may be clear from the data analyzed. Maruti have shown an
increase in the quantity of vehicle sold. In quarter march 2006 Maruti sold
1,46,275 vehicles in India and 8,125 vehicle in foreign countries. But in
quarter March 2007 Maruti sold 1,85,899 vehicles in India and 14,213
vehicle in foreign countries. For quarter June 2006 Maruti sold 1,37,104
vehicle in India and 7,844 vehicle in foreign countries. In financial year
2005-2006 Maruti sold 5,27,038 vehicles in India and 34,781 vehicles in
foreign countries. It shows an increasing trend of the sale in India as well
as in foreign countries.

• The advertisement plays a major role in communicating to the customer

information/specification about the product. Among the supporters of
advertising the most preferred media of advertising in case of cars is the

56
 TV followed by the print-media together. This is clearly sign of increasing
materialism and consumer due to the invasion of science in public life.

• From the study, it was found that people are mostly motivated by user life
style, peer group and status factors to buy the two-wheelers.

• It was found that the customers are brand loyal to Maruti only, because of
after sale services and less maintenance ability. So it is the just one time
investment for the customer to be brand loyal. Different approachable
service centers also contributories of the sale.

• Finance is also the key factor to increase the sale. Attractive finance
schemes enhance the sale into the market. Some 0% schemes, low EMI
schemes are the attractions of the customers.

• At present, Maruti focusing mainly on small customers. By providing low

EMI and 0 % or low rate interesting schemes, it want to expand the sale in
to the market.

• Some models i.e. Maruti 800, Alto, Wagon R etc. are famous in middle
class users. They like these models as family car. Maruti Esteem, Baleno
are the famous models in the range of luxury cars.

• Maruti also expand its spare business. Service centres are opened in
small cities as well as in the small towns. These are approachable for the
residing people in small towns. This is also the major factor of gaining
fame in small users.

• Maruti also has competitive advantage in the price. Some lower range
models are very popular in the middle class users.

• Fuel Efficiency, Style, Comfort, Engine power, Resale value are also the
favorable factors for Maruti Udyog Limited. Maruti Engines are termed
best engines in the automobile market. Resale value of Maruti product

57
 are highest in the market. Maruti car is quite very easy to sale into the
market

• Various schemes i.e. Discount, free accessories, free service facilities are
also helpful to increase the sale potential of the Maruti.

• All the four Ps (Product, Price, Place, and Promotion) of the marketing mix
play important roles in decision-making process of the consumer.

58
 CHAPTER - IX
LIMITATIONS OF THE STUDY

59
 Limitations of the Study
It is extremely important to evaluate and consider the limitations of the study in
advance in order to assess the reliability of the findings. In our study the following
limitations were encountered:

• Consumers sometimes find it difficult to express their feelings due to

various barriers and thus the results may be far from reality.

• The time and money are also big constraints in the course of the research
process.

• The sample size being smaller may not lead to the generalized results for
a larger population base.

• The intensity of advertising, their frequency and media has a combined

effect on consumers along with their cultural background. Thus it is quite
difficult to segregate and measure the individual factors’ impact on
customers.

60
CHAPTER - X
CONCLUSION

61
 Conclusion
It can clearly be said on the basis of all the study conducted so far that
advertisement play a major role in promoting among the customers. It is
immaterial that customers are from which family status or background. All of
them go in for advertisement when it comes to the purchase decision making of
car or a given product.

Advertising that distribute information to consumers that can help them

make better economic decisions than they would in absence of that information
provides a positive economic service. Of course, any advertising that, by
deception or by any other means, induces consumers to make sub optimal
decisions provides a corresponding negative economic service. Some
advertising is of more value than others along this dimension.

It is unreasonable to separate the economic and social factors to increase

the sale. It is clear now that advertising enhances buyer decision-making by
providing information and supporting brand names. It provides and efficient
means to firms to communicate with their customers. By generating various
product associations, advertising can add to the utility of a buyer receives from a
product. It supports the various media has the largely unrealized potential to
reduce extremes in the levels of consumer buying.

Customer satisfaction is also the important factor, which affects the

financial position & goodwill of the company. Customer demands are dynamic,
but its consideration is necessary for every company to make existence into the
market.

62
CHAPTER - XI
SUGGESTIONS

63
 Suggestions
• Success of Maruti Udyog Limited assures that ad campaign has a lot to do
with their success. People’s response definitely conveys that
advertisement today definitely is a force to reckon with and utmost
importance has to be given to them to assure success of a firm.

• Today the prices of petrol are increasing speedly. Company should

manufacture more & more verities of Diesel, Gas engine vehicle.

• Easy Finance scheme should launch more and more. Because easy
finance is most competitive tool to increase the sale.

• Proper service facility is also the key factor, which contributes in the
increment of sale. A company can increase its sale by providing good &
proper service facility. In this case, Maruti is the leading company.

• Company should manufacture the car model as per the requirement of the
customer. Customer satisfaction is the pivot of the economy. So,
company should concentrate on the satisfaction level of the customer.

• When it comes to increasing reputation or creating brand image for a car,

TV should be given superiority than any other medium what so ever.

• Sports people were found to be of the highest credibility by most of the

people. So, they should be used more and more in advertisement of Cars.

• People are mostly attracted by patriotism theme and cultural theme in ads.
So, this should be used exclusively to achieve greater success as is
evident by the success of Maruti Udyog Limited already.

64
• Company should follow the principles of marketing. Four P’s principles
should satisfy to lead the market.

• TV was found to be the most attractive advertising channel by people

amongst all used by various automobiles companies.

65
BIBLIOGRAPHY

66
 Bibliography
• Kotler, Phillip Marketing Management-Analysis, Planning and

Control, PHI New Delhi

• Kothari, C.R. Marketing Research, Vishwa Prakashan,

New Delhi

• Schiffman, L.G. Consumer Behavior, PHI, New Delhi

• David, A, Aaker Advertising Management, PHI, New Delhi

• Beri, G.C. Marketing Research, New Delhi

• George Rosen Some Aspects of Industrial Finance in India

(Asia publishing House, 1962)

• Haryana for Industries Department of Industries, Chandigarh

• Annual Reports Annual Reports of Maruti Udyog Limited

• Websites:

• http://www.google.com

• http://www.marutisuzuki.com

67