A Study On Brand Awareness With Special Referance To Maruti Ritz.

1.1EXECUTIVE SUMMARY The new millennium is not just a new beginning; it is a continuation of trends in human behaviour that have been following cyclical patterns throughout our country's history. Just because we have entered a new era does not mean we have to start from scratch when it comes to interpreting why certain consumers are loyal to certain brands, and what type of factors influence these kinds of buying behaviour.

Brand awareness is the

consumer's conscious or unconscious decision, expressed through intention or behaviour, to repurchase a brand continually. It occurs because the consumer perceives that the brand offers the right product features, image, or level of quality at the right price. Consumer behaviour is habitual because habits are safe and familiar. In order to create brand loyalty, advertisers must break consumer habits, help them acquire new habits, and reinforce those habits by reminding consumers of the value of their purchase and encourage them to continue purchasing those products in the future. Brand awareness has key role in determining the behaviour of a buyer and it has the final decision. Until a buyer has clear cut of view about the product he never dare to purchase, where as awareness about a particular brand make him to take quick decision and go forward.

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1.2 INTRODUCTION The new business horizon will be the most challenging era for the most of the companies delivering goods and services to the buyers directly through their network. The increasing competition in the global markets will make the existence of the companies difficult as the buyers enjoy being the kingpins. Marketing is all around us. It is one from or another. It is close to every individual. Moving from the historical perspective, modern marketing has taken on new dimension through various management approaches. Marketing was defined as an exchange mechanism, in its early days and had been conceptualized as a function of selling. The efficacy of marketing was largely related with the personal salesmanship through advertising strategies for the consumer and industrial products. However, with the recognition of the difference between marketing and selling, concepts turned more scientific and analytical. Marketing is now defined as a blend of behavioural and management science powered by creativity, intuition, innovation, and inspiration tops them all. Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands. Branding is the art and cornerstone of marketing. The American Marketing Association defines a brand as: a name, term, sign, symbol, or a design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Thus a brand identifies the seller or maker. “What distinguished a brand from its unbranded commodity counterparts is the consumer’s perceptions and feelings about the product’s commodity counterparts is the consumer’s perceptions and feelings about the product’s attributed and how they perform. Ultimately, a brand resides in the minds of consumers. A brand can be better positioned by associating its name with desirable benefits. A brand is much more than a name, logo, colors, a tagline, or symbol. These are marketing tools tactics. A brand is essentially a marketer’s promise to deliver a specific set of feature, benefits and services consistently to the buyers. The marketer must establish a mission for the brand and a vision of what the brand must be and do. Brand nodding occurs when customers experience the company as delivering on its benefit promise. The fact is that brands are not built by advertising but by the brand 2

experience. Brands vary in the amount of power and value they have in the marketplace. We define brand equity as the positive differential effect that knowing the brand name has on customer response to the product or service. Brand equity results in customers showing a preference for one product over another when they are basically identical. The extent to which customers are willing to pay more for the particular brand is measure of brand equity. A brand needs to be carefully managed a so that its equity does not depreciate. This requires maintaining or improving brand awareness, perceived quality and functionality, and positive associations. These tasks require continuous R and D investment, skillful advertising, and excellent trade and consumer service. Each firm wants to identify its products and distinguished them from their competitors in the market. A firm does and confirms it by means of branding. Branding means, naming a product for its identification and distinction. A product will gain its image and consumer loyalty through its brand. In the car marketing segment of Indian market, Maruti is known as the undisputed leader. Various reasons have been attributed to its success. Some of them are low initial cost of the vehicle which is known as “the common man’s car”. It is also known as for its easy handle and maintenance features and low service charges. Another important area where Maruti scores over its competition is the well established nation wide circle of after sale service centers. Indus is one of the well known Maruti dealers in Kerala which play a key role in understanding the needs and wants of the customers and their desires as well as services. It also plays a good role as a good service centre to maintain good and effective services and provide greater level of satisfaction. Brand awareness means the people are familiar with the product and they are likely to buy it because they organize it. All brands have value just like physical asset value. Brand also can be treated as assets like physical. Many companies recognize their brands as more valuable than their physical assets. A powerful brand can create ultimate success and show bizarre things to the business world. As above mentioned visions in large, a keen desire has been dedicated for the attempt in this study entitled “Influence of Brand Awareness on buying behaviour with special reference to Maruti Ritz at Indus Motors, Calicut”.

1.3 OBJECTIVES The study has been conducted with the following objectives in mind: 3

1.2.1 PRIMARY OBJECTIVE 1. To know, whether buying behaviour is dependent of brand awareness or not 2. To know how brand awareness made customer to purchase product (Maruti car) 3. To understand the factors and variables of brand influence them to purchase. 4. To know what position does the brands has in the minds of customers. 5. To know how they became aware of the brand (Ritz) 6. To know level of satisfaction about the brand awareness (Ritz) offered by Maruti. 7. To know how maintain and improve brand awareness,brand loyalty. 1.2.2 SECONDARY OBJECTIVE 1. To know about the service quality of Indus Motors, Calicut 2. To understand the concept of customers abut Indus Motors, Calicut

1.4 SCOPE OF THE STUDY The overall scope of the present study considers all the variables and factors that have major impact over the customers in considering particular brands. This especially included how a customer regally evaluate recognizes the brand and what position particular brand occupies in the customer mind.

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This includes how a customer gets attracted towards the brands and what makes a brand highly significant over their competitive brand. The study includes how brand awareness among potential customers can be maintained and improves. The project has been done in Kozhikode city only. The survey was confined only to Maruti customers to presently posses only Ritz. The survey was especially focused on existing Ritz owners for finding how they are influenced by the brand and what made them aware of the brand. After the survey was done the data was analyzed and also relevant suggestion were made in order to improve its brand awareness towards Ritz as well as Maruti.

1.5. IMPORTANCE OF THE STUDY The motive of any company is to generally acquire larger market share high % of sales the Industry, This could be only achieved by building a higher % of brand loyal customers. Any company can survive if there is a stiff computational activity in the market and brand loyal customers. Today many major companies in the market try to maintain and 5

improve there branded equity. With out creating a proper Brand awareness they cannot build brand image. Strong brands help build the corporate image and also by making it eager for the companies launch new brands. Today brands are treated as major enduring assets of a company; more over brand equity are major contributor to customer equity. This all can happen only if there is proper brand awareness. The four wheeler industries have been expanding rapidly are gone the day when possessing a small and mid-size cars was seen as a luxury. Nowadays it is viewed as a mere necessity. So such awareness has key role to the consumption.

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1.6. RESEARCH METHODOLOGY Research methodology is the description, explanation and justification of various methods of conducting research. This area deals with the research design, sources of data collection, sampling design, hypothesis, and statistical tools used for the data analysis and interpretation. 1.6.1 STATEMENT OF THE PROBLEM Since Maruti is one of the most popular brands in India, there is a high need to understand whether the customers are loyal to the brand and they have any kind of influence from its awareness. Retaining customers is the main objective of any company. So, a study to understand the influence of brand awareness seems to be not go vain. The main objective of the study is to find out, whether there any influence of brand awareness in buying behaviour. 1.6.2 RESEARCH DESIGN Descriptive Research A researcher should think about the way in which he should proceed in attaining his objective in his research work. He has to make a plan of action before starting the research. This plan of study of a researcher is called the research design. Descriptive research design is used for this study. Descriptive research design is used to those studies which are concerned with characteristics of a particular individual or a group 1.6.3. SOURCE OF DATA COOLECTION Both primary and secondary data have been used for the study. Primary data

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Primary data are those which are collected for the first time which is original in character. They are collected directly and are reliable. The primary data was collected through a well structured questionnaire. Secondary data Secondary data is those which have already been collected by someone else. Secondary data has been collected from company records, text books, websites etc 1.6.4. SAMPLE SIZE. 63 respondents where selected as sample size from a sample frame of 450 existing customers. Mathematical tool was used for obtaining the numbers, it is shown below.

n = Z2×P×Q×Ne2×N-1+Z2×P×Q Where n N

= minimum sample size required =Sample frame

P%

= the proportion of respondents belonging to the specific category

Q%

= the proportion of respondents not belonging to the specific category

Z

= the value corresponding to the level of confidence required

E

= Error value

1.6.5. PILOT STUDY AND PRE-TESTING The sample frame for this study is 450; for conducting a pilot study, The researcher have taken 5% of my sample frame, i.e. a size of 23. In that researcher got 95% responses, so researcher took P as 95% and Q as 5%.The level of confidence taken is 95%, so the Z value is 1.96.If Z is 95% the E value should be 5%.The pre-test was conducted regarding to that responds.

1.6.6. SAMPLING TECHNIQUE

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In this study, systematic random sampling was used for selecting samples. The list of population was given by the company. 1.6.7. STATISTICAL TOOL Chi-square test is used for the study. Chi-square test is one of the important tests developed to test hypothesis. It is a non parametric test. It is frequently used for testing hypothesis concerning the difference between a set of observed frequencies of a sample and corresponding set of expected or theoretical frequencies. X2 = ∑ (O– E) 2 / E Where O = observed frequencies, E = expected frequencies, Degree of freedom (v) = n-k n = number of frequency classes k = number of independent constraints. For a contingency table with ‘r’ number of rows and ‘c’ number of columns the degree of freedom is V= (r-1) (c-1) The following steps are required to determine the value of the chi-square test. 1.

Calculate the expected frequencies

2.

Take the difference between observed and expected frequencies.

3.

Obtain the square of the difference.

4.

Divide (O- E) 2 with the expected frequency.

5.

Obtain

∑ (O– E) 2 / E

The calculated value of x2 is compared with the table value of x2 for a given degree of freedom at a certain specified level of significance. If the calculated value is 9

more than table value, null hypothesis is rejected and accept the alternative hypothesis. If the calculated value is less than table value, null hypothesis is accepted and alternative hypothesis is rejected. The important applications of chi-square test are given below. •

To test the variance of a normal population.

•

To test the goodness of fit.

•

To test the independence of attributes.

Hypothesis Hypothesis is considered as the most important instrument in research. A hypothesis is an assumption or some assumption to be proved or disapproved. Hypothesis can also be divided as (1) Null Hypothesis or (2) Alternative Hypothesis. Null Hypothesis: is a statement that no difference exists between a population parameter and a sample statistic Alternative Hypothesis: When the null hypothesis is rejected, then, we are accepting the alternative hypothesis. The alternative hypothesis is the logical opposite of the null hypothesis.

In this study Null hypothesis (Ho): - Buying behaviour is independent of brand awareness. Alternative hypothesis (Hi): Buying behaviour is dependent of brand awareness

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1.7. LIMITATIONS OF THE STUDY As a study is concerned it has got its own limitations. It is obviously understood that

such limitations are unavoidable. Some important limitations can be read as; ➢ An in depth study was not possible due to time constraints ➢ The study was conducted at Calicut city; it may not be applicable for the whole country. ➢ The study was purely confined to 63 samples. May not be applicable to entire customers. ➢ There are chances of bias in the data collected from the respondents ➢ The data given by the respondents may limit to their own knowledge, feelings and awareness.

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2.1. INDUSTRY PROFILE The automobile industry is one of the most important industries in the business scenario which influence the world economy largely. It provides jobs for millions of people and generate billions of dollars in this world which to enhance and widen the economy. The automobile has enabled the travelling facility to the human kind and it has eased the way of living. The dream was came to true only in 18th centuries when first car was rolled in the road and it was a giant step in human history. Today it has touched its peak. Innovative steps has proven the impossibilities before the world which even beyond the imagination. Nowadays, cars have been seen as the part of utility as well as the status. It has come with gorgeous and gracious styles which has evoked the hearts of peoples. The demand for the cars have been increased more than before and the competition also very high. It’s going without say that; the automobile manufactures all over the world are in stiff competition. In earlier days, India was out of field, but today, though in introduction stage, it has a rapid growth. So, India is now seeking its place amongst these giants of the world. Talking about the current scenario, the Indians are following the strategy of getting high with affordable price, where, nano is the remarkable one. So we can’t imagine the future because, new powers, sources, and intelligence are being used. The new generation has to see these changes with open eyes.

2.1.1 THE BIRTH OF AUTOMOBILE In the early 15th century the Portuguese arrived in china and the interaction of two cultures lead to a variety of new technologies, including the creation of a wheel that turned the generation. By 1660’s a full sized engine powered vehicle was created. By the mid 15th century the idea of self propelled vehicle have been put into action with the development of experimental vehicles powered by means of springs, clock works and etc. . Nicolas Joseph cugnot of france is considered to have invented the first true automobile in 1769, designed by cugnot and constructed by M.Berzin, it is also the first

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American who obtained patent for self propelled carriage which could attain speeds up to 6km/hour. The early steam powered vehicle were only the practiced one on a perfectly flat surface as strong as iron. In 1771 he again designed another steam driven engine which ran so fast that rammed into a well, recording the world’s first accident.

2.1.2 INDIAN AUTOMOBILE INDUSTRY The automobile industry in India is the 10th largest in the world with an annual production of approximately 2million units. India is expected to overtake China as the world’s fastest growing car market in terms of number of units sold and the automotive industry is one of the fastest growing manufacturing sectors in India. Though several major foreign automakers, like Ford, Suzuki, GM and Honda have their manufacturing bases in India, Indian automobile market is dominated domestic companies. Maruti Suzuki is the largest passenger vehicle company; Tata Motors is the largest commercial vehicle company while Hero Honda is the largest motorcycle company in India. Other major Indian automobile manufacturers include Mahindra & Mahindra, Ashok Leyland and Bajaj Auto.

Car manufacturers in India The reason behind the immense growth of the India Car Industry can be attributed to the availability of car loans, affordable rates of interest, smooth repayment facilities and the deductions offered to the customers by the retailers. Following are the car manufacturers in India •

Maruti Suzuki India Ltd

•

Hindustan Motors

•

Reva Electric Car Co

•

Daimler Chrysler India Private Ltd

•

Fiat India Private Ltd

•

Ford India Ltd

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•

General Motors India

•

Honda Siel Cars India Ltd

•

Hyundai Motors India Ltd

•

Toyota Kirloskar Motor Ltd

•

Skoda Auto India Private Ltd

•

AUDI AG

•

BMW

•

CHEVROLET

•

FORCE MOTORS

•

NISSAN MOTOR CO. LTD

•

PORSCHE

•

ROLLS-ROYCE MOTOR

•

San Motors

•

TATA MOTORS

•

Daewoo Motors

The varied car markets in India: The market for small cars now occupies a substantial share of 70% out of the annual production of 1 million cars in India. Maruti Udyog, with its legendary Maruti -800 is the leader in the small car market. A number of manufacturing plants are coming up for advancements in the field of small cars.

Maruti Suzuki India Ltd. Maruti Suzuki India Ltd is a publicly listed automaker in India. It is a leading fourwheeler automobile manufacturer in South Asia. Suzuki Motor Corporation of Japan holds a majority stake in the company. On 17 September 2007, Maruti Udyog was renamed to Maruti Suzuki India Limited. The company's headquarters remain in Gurgaon, near Delhi. 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

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Suzuki of Japan. It is the biggest car manufacturer in India and especially dominant in the small car sector. Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold in India and various several other countries, depending upon export orders. Cars similar to Marti’s (but not manufactured by Maruti Udyog) are sold by Suzuki in Pakistan and other South Asian countries. The company annually exports more than 30,000 cars and has an extremely large domestic market in India selling over 500,000 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. Till recently the term "Maruti", in popular Indian culture, was associated to the Maruti 800 model. 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. Maruti Suzuki was born as a government company, with Suzuki as a minor partner, to make a people’s car for middle class India.

OBJECTIVES OF MARUTI SUZUKI LIMITED 1. Modernization of Indian automobile industry 2. Productions of fuel efficient, low cost, high quality vehicle to conserve scare resources 3. Production of large number of motor vehicles, which are necessary for economic growth.

Service Offered Sales of automobiles In the order they were launched: 1. Maruti 800, (Launched 1983) 2. Maruti Omni (1984)

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3. Maruti Gypsy (1985) 4. Maruti Wagon-R (1999) 5. Maruti Alto (2000) 6. Maruti Versa (2003) 7. Maruti Zen Estilo (2005) 8. Maruti Suzuki Swift (2006) 9. Maruti Suzuki SX4 (2007) 10. Maruti Grand Vitara (2007) 11. Maruti DZiRE (2008) 12. Maruti A-star: ( 2009) 13. Maruti Ritz: (2009)

Future Maruti Suzuki Plans 1. Maruti Omni Face-Lift in 2009 2. New Mini-SUV in 2010 Likely to be a four-door Jimny. 3. New Luxury Sedan in 2010. Likely to be version of the Kizashi. 4. New Swift in 2011 5. New Alto

Authorized Service Stations Maruti is one of the companies in India which has unparalleled service network. To ensure the vehicles sold by them are serviced properly Maruti has 2628 listed Authorized service stations and 30 Express Service Stations on 30 highways across India.

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Maruti Insurance Launched in 2002 Maruti provides vehicle insurance to its customers with the help of the National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The service was set up the company with the inception of two subsidiaries Maruti Insurance Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt.

Maruti Finance To promote its bottom line growth, Maruti launched Maruti Finance in January 2002. Maruti tied up with ABN Amro Bank, HDFC Bank, SBI, ICICI Limited, Kotak Mahindra, Standard Chartered Bank, and Sundaram to start this venture including its strategic partners in car finance.

Maruti True Value Maruti True service is offered by Maruti Udyog to its customers. It is a market place for used Maruti Vehicles. One can buy, sell or exchange used Maruti vehicles with the help of this service in India.

N2N Fleet Management N2N is the short form of End to End Fleet Management and provides lease and fleet management solution to corporate. Their impressive lists of clients who have signed up of this service include Gas Authority of India Ltd, DuPont, Reckitt Benckiser, Sona Steering, Doordarshan, Singer India, National Stock Exchange and Transworld.

Accessories Many of the auto component companies other than Maruti Udyog started to offer components and accessories that were compatible. Maruti started a new initiative under the brand name Maruti Genuine Accessories to offer accessories like alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other car care products. These products are sold through dealer outlets and authorized service stations throughout India.

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Maruti Driving School As part of its corporate social responsibility Maruti Udyog launched the Maruti Driving School in Delhi. Later the services were extended to other cities of India as well. These schools are modeled on international standards, where learners go through classroom and practical sessions. Many international practices like road behaviour and attitudes are also taught in these schools

Key competitors Tata Motors Hyundai Ford FIAT General Motors Honda

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2.2 COMPANY PROFILE About Indus Motors Indus Motors Company Private Limited, having its registered office at Indus House, Chakorathukulam, Calicut and the corporate office at 2nd floor, Opp. South Gate of Cochin Shipyard, Thevara, Kochi- 682015, was incorporated on 11th July, 1948 with the main objective of dealing motor vehicles in the state of Kerala. Indus belongs to the renowned PEEVEES Group promoted by the prominent NRI business person Mr. P.V. Abdul Wahab, member of parliament .The PEEVEES Group has interests in educational institutions, plantations, civil constructions and LPG & Petroleum. At present , Indus is one among the top five dealers of Maruti Udyog Limited in the country. Indus operates from its dealership from Cohin ,(Kalamassery, Kakkanad and Thevara)Trivandrum. (Mettukada, Venpalavattom and Murinchapalam) and Calicut(Panicker Road , Kottakkal, Nallalam and Calicut koya raod) . One each in Kollam, Kayamkulam, Kottayam, Trichur, Palakkad, Guruvayoor, Mvattupuzha, Thalassery, Kannur, Kanhangad and Vadakara. Infrastructure and management expertise which Indus put behind their business has borne fruit- Maruti gave two coveted awards to Indus- Thevara workshop was adjudged the best Model Workshop in India and Indus was the second highest seller of Genuine Maruti Spare in India. JD Power associates has rated Indus as No.1 in South India for Sale Satisfaction.

SALES OUTLETS Indus Motors Company pvt. Ltd has 3 car sale showrooms spread across Kerala. Cochin Trivandrum Calicut. Indus also has its own authorized service network divided has certain sections or ease cures of Maruti owners. There are service divisions, Maruti genuine parts division, vehicle sale division, Maruti insurance renewal division, Maruti accessories division and Maruti true value exchange division. The authorized service stations are situated at Kanhangad, Kannur, Thalassery, Calicut, Palakkad, Thrissur, Kalamassery, Edappally, Kayamkulam, Kottayam, and Trivandrum.

SALES AND SERVICES 19

Indus Motors Company pvt. Ltd provides the entire range of products and services available in the Maruti Suzuki. Indus is the pioneers of new and innovative sales strategies like “Unlimited Car Care Package”: UCP that provides a Maruti customer, life long care for his car, Inuds is the highest seller of Maruti cars in All India Ranking for April-December 2003 for models Maruti 800 and Alto. The main aim of INDUS motors is to increase sales and all the other departments try their maximum to increase sales.

CUSTOMER CARE DEPARTMENT Indus customer care department termed as SSI department. I.e., Sales Service Index department. It has 2 main functions. Post sale follow up Complaint resolution

MARUTI INSURANCE DEPATMENT Insurance in Maruti is known as ‘Maruti Insurance’. Maruti has tied up with national Insurance Company, Bajaj Allainz, New India Assurance and Royal Sundaram to fulfill this service to all its customers. It has certain benefits as  Near cash-less accident  Faster and fair claim settlement  Dealer assisted towing facility  Faster refunds, cancellation, and policy verification

MARUTI GENUINE ACCESSORIES DEPARTMENT Indus motor company is assured that the part bought by customers are MG parts. It assures long life and the complete ornaments for the vehicle .All the basic accessories are available in the INDUS motors itself. Many of the auto component companies other than Maruti Udyog started to offer components and accessories that were compatible. Maruti started a new initiative under the 20

brand name, Maruti Genuine Accessories (MGA) to offer accessories like Alloy wheels, Body cover, Door visors, Fog lamps, Stereo system, Seat covers and other than Car care products. These products are sold through dealer outlets and authorized service stations through out India.

EXTEND WARRENTY DEPARTMENT EWD helps Maruti customers to extend its warranty period. It gives warranty only to the car and not the parts.

TRUE VALUE DEPARTMENT Mauti true value schemes started during the year 2004. This department is located main entrance of dealership service centre. It mainly deals with buying and selling of used cars. Exchange is done on 120point checking and Indus cars have 15% profits on each exchange. It provides Quality, Reliability, Transparency and Convenience all under one proof.

FEATURES OF INDUS MOTORS  Indus Motors company is number one dealer of Maruti Suzuki Limited  More than 18 branches in Kerala  Winner of dealer award 2007  The infrastructure and management expertise is excellent and put others far behind of same business  Thavara workshop was adjudged the best Model Workshop  Indus is the second highest seller of Genuine Maruti Spares in India

OBJECTIVES OF INDUS MOTORS PRIMARY OBJECTIVE  Profit maximization  Greatening Maruti car market in Kerala

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SECONDARY OBJECTIVES  Consumer satisfaction  Creating job opportunity  Introducing new technologies in the market  Increase market values of shares  Creating goodwill

HUMAN RESOURCE AND THEIR BENEFIT Indus Motors is an Authorized dealer of Maruti Suzuki Ltd. Now more than 150

people are working in Indus Motors’s Calicut Branch. It includes permanent and temporary workers. The company provides the salary to workers on the basis of position & experience. The company provides dearness allowances, commission, etc, with salary.

ORGANISATIONAL CHART Indus Motors Pvt Ltd has excellent leaders. Who spared no effort for developing this organization. Their valuable advices and thoughtful directions had great influence in their employee so that it could attain peaks within short span of period. The great department consist of Mr. SIDHIK ,Assistant General Manager of sales and Mr. SAHEER , deputy sales manager. There are three regional sales managers, Mr. SAFARY, Mr.KRISHNAKUMAR, Mr.ABDULZAMAD

ORGNISATONAL CHART

Managing director

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General Manager

Sales manager

AGM. Sales

Deputy

Account

Service

officer

manager

receptionist

workers

sales

manager Regional Managers

Field executives

2.3 PRODUCT PROFILE RITZ Maruti Suzuki Ritz - An outstanding combination of sporty styling, compact size andavant-gardetechnology. 23

The largest car maker of India, Maruti Suzuki, has launched its much awaited model 'Maruti Ritz'. This car is sure to revolutionize the Indian auto industry because of its exceptional features and eye-catching design. Possessing clean, bold and stylish design, Maruti Ritz will attract people for its superb interior and exteriors. Maruti Suzuki Ritz is available in both petrol and diesel variants. This car has been designed keeping the comfort of passengers in mind and at the same time keeping the cost low. The fuel efficiency and mileage of Maruti Ritz is expected to beat its competitors and is expected to rank top in its class. The new car is available with a suspension of 170 mm and 14-inch alloy wheels, which enables comfortable driving on Indian roads. Maruti Ritz also offers the car lovers with options in engine. The recently launched car is available in two different engine options. The first version comes with a brand new K-series of 1.2 liters, four-cylinder, 85 PS petrol engine whereas, the second version with a 1.3 liters, 16-valve, 75 PS diesel engine. The performance of Maruti Ritz is expected to match with the performance of cars like Swift and

A-star.

Variants Maruti Ritz is available in six variants including 3 variants in petrol type and 3 variants in diesel versions. •

Maruti Ritz ZDi

•

Maruti Ritz 1.2

•

Maruti Ritz ZXi

•

Maruti Ritz GT

•

Maruti Ritz Vxi

•

Maruti Ritz VDi

Technical features of Maruti Ritz Brakes Front Rear Suspension front

Ventilated disc Drum

McPherson strut & coil spring 24

Rear

Torsion beam & coil spring

Engine Fuel options No. of cylinders Engine cc Max power Max torque

Petrol 4 1197 85 ps@ 6000 rpm 113 Nm @ 4500 rpm

Weights Kerb weight (kgs)

Lxi-1005 Vxi-1015 Zxi-1030 GVW(kgs) 1430 Seating 5 Fuel tank capacity(ltrs) 43

Diesel 4 1248 75 ps@ 4000 rpm 190 Nm@ 2000 rpm

Ldi-1100 Vdi-1110 1520

Zen Estilo Maruti Suzuki India is all set to entice the buyers with the all new variant of Zen Estilo. The automaker has launched this new Zen Estilo with 998-cc K-series engine. Revamped, visually upgraded, comfortable and more stylish, the new version is available in a host of new colour options. This 2009 variant of Zen Estilo is priced between 3.12 lakh to 3.96 lakh (both ex-showroom,Delhi). The all fresh look of the recently launched car Zen Estilo is not all that Maruti has to offer. This car also claims a fuel efficiency of 18.2 kpl with its 998-cc K-series engine. This small car from Maruti Suzuki India has passed ARAI test and is BSIV & ELV compliant. While the new ZEN Estilo with KB-Series engine comes with an upgraded engine, the other accessories and car parts have been given a new touch. For better visibility during winters, this recently launched car has integrated fog lights both at front and rear of the car. The other added options available with this new model of ZEN Estilo include washers and wipers at both ends, ABS and driver airbag. 25

Adorning the look of a miniaturized family van, Zen Estilo is truly a Spanish expression of style. With aerodynamic body and unique bean shape, this car is designed to match pace with the changing taste and lifestyle of 'Vibrant India'. Besides the stylish look, this new hatchback also has posh-looking two-tone beige/chocolate brown complimentary combination. This combination has been chosen to put in a touch of newness and refreshing feel to the interiors. Even the seat-covers are embossed with new organically designed geometric patterns. Some of the upgraded interior accessories of the new variant of Zen Estilo are digital fuel display, speedometer and new multi function displays. A perfect combination of comfort, power and pleasure, the refreshed and new model of Maruti Suzuki Zen Estilo with KB-Series engine has new transmission technology. The new Zen Estilo forms a part of A2 compact segment of Maruti Suzuki cars. * Colour Options Available - Ecru Beige, Dusky Brown, Emerald Blue and Quantum Orange. * Variants Available - Zen Estilo LX, Zen Estilo LXI, Zen Estilo VX and Zen Estilo VXI Technical features of Maruti Ritz

Length Width Height Wheel Base Tread, Front Tread, Rear Turning Radius Seating Capacity Ground clearance Max power (PS / rpm) Max. Torque (Nm / rpm) Engine Engine Capacity Engine Type Transmission Drive Clutch Type Kerb Weight (kg) GVW (kg) Tyre Size (Tubeless) Fuel Tank Capacity (l) Front Brake

3600 1475 (LX/LXi), 1495 (VXi) 1595 2360 1295 1290 4.6 m 5 165 mm 68 PS @ 6200 rpm 90 Nm @ 3500 rpm K10B 998 cc 3 cyl 5 MT 2WD Dry, single disc, diaphragm type 845 (LX, LXi), 865 (VXi) 1275 145 / 70 R13 (LX, LXi), 155/65 R13 (VXi) 35 Ventilated Disc

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Rear Brake

Drum Manual - 5 Speed,

Transmission Type

Fr: McPherson strut with Torsion type roll control

Suspension System

device Rr: Coil spring, Gas filled shock absorbers with three

Power Steering

link rigid and isolated trailing arm Electronic Power steering (EPS) (Lxi & Vxi)

SWIFT Maruti Swift, the Indian Compact Car Giant has always caused ripples in the market with its design, technology and interior layout. But, when it is with the most modern technology at the best price possible and it has performance, efficiency and safety to add, the SWIFT stands out in a very bizarre and modern crowd. This was perhaps the most eagerly awaited car launch of the decade. The SWIFT was developed totally on a new mindset- to create a Japanese car developed in Europe for today’s global market. Suzuki Swift, which was launched in May 2005, has been a huge hit in India. This compact car was an effort by Maruti to incorporate fresh design and concepts into their models. A car with eye-catching features, it is a delight to watch. Placed in the category of B-segment cars, Swift is appreciated for quality of power, response and fuel efficiency. Some striking features of the car are Dynamic European styling, Rally based suspension system, All-Aluminium hypertech engine and Automatic climate control Design and Interiors The car has great design and equally good interiors. It has a clean-sheet design, built on a newly developed platform with three and five-door models on offer. It has adopted contemporary mechanicals. Features like torsion beam rear suspension and electronic brake force distribution have been incorporated. Enough legroom and luggage space is available in the car. The automobile has fabric accented trendy looking door trims. The boot can accommodate plenty of luggages. The long wheelbase and width of the car mean high level of comfort and spaciousness. Engine The car is equipped with 1298cc engine with 4 cylinders and 16 valves. The maximum power is 87bhp @ 6000rpm, and maximum torque 113Nm @ 4500rpm. As for fuel distribution, it is Multipoint injection.

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Safety A range of safety features have been incorporated in Maruti Suzuki Swift. The car is available with a number of safety features like collapsible steering column, front seatbelt pretensioners with load limiters, and energy absorbing trim all around. Active safety technologies include dual front airbags, and antilock braking system together with electronic brake-force distribution have been roped in.

Technical Specifications of Maruti Swift

Body Type

Hatchback

Numbers of Doors

5

Seating Capacity

5

Tire

165 / 80 R14 / 185/70 R14 (tubeless)

Weights Kerb Weight Gross Vehicle Weight

980 kgs. (LXi) / 1000 kgs. (VXi) / 1010 kgs. (ZXi) 1415 kgs. 160 kmph

Fuel Tank Capacity

43 litres

Engine Capacity

1298cc

Number of Cylinders

4

Number of Values

16

Bore x Stroke

74.0 x 75.5 mm

Compression Ratio

9.0:1

Maximum Power

87bhp @ 6000rpm

Maximum torque

113Nm @ 4500rpm

Fuel distribution

Multipoint Injection

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ALTO Brilliant performer-Outstanding fuel efficiency. Impressive read handling, refined MPFI -engine. Stunning looks. Excellent pick –up and acceleration. The Alto is a brilliant car that promises to deliver an enticing blend of unbeatable performance, comfort and driving experience. The car is designed for effortless, and comfortable driving as just relax. More over enjoy every moment in Alto. The Maruti Alto is the Indian-built Suzuki Alto version, manufactured by Maruti Suzuki in India. It was launched in the local Indian market on September 27, 2000 although the Maruti Alto brand name was very successfully being used to export the Maruti Zen to Europe from India since around 1994 having captured over 40% market share in Belgium and 33% in Netherlands by 1998 It is the best-selling hatchback in India. Since 2006, It is India's largest selling car and crossed the 1 million production figure in February 2008 becoming the 3rd Maruti model to cross the million mark in India after Maruti 800 and Maruti Omni and 4th overall joining Hyundai Santro. Besides being exported to Europe from 1994-2004, it has also been exported to several other countries. Specifications The Alto is powered by a 796 cc gasoline engine with 3 cylinder, 4 valves per cylinder MPFI engine with 32bit ECM. •

Maximum Power: 47 PS (35 kW)

•

Acceleration 0-100 km/h: approximately 20 seconds

•

Top Speed: 137 km/h (85 mph)

Variants The Alto is offered in the following variants

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•

Base model - (non-ac, launched in 2004, Mumbai price approx. 2.4 lakh Rs of December 2008

•

LX - Base model with A/c, cup holders, fabric seats , remote fuel lid opener and few small changes, Mumbai price approx. 2.7-2.75 lakh Rs. as of December 2008

•

LXi - Same as LX with power steering, Mumbai price 2.85-2.9 lakh Rs. as of December 2008)

There used to be a VX/VXi model with a 4-cylinder 1061 cc engine (64 bhp/80 Nm torque) launched in August 2001. This has now been discontinued. But this VX model is still sold in certain European countries. The Alto VX model also featured a tachometer which was absent in LX model. All models are equipped with 5-speed manual transmission. The popularity of the Alto has increased over the past few years, mainly due to the reduction in prices. This reduction in prices has mainly come in due to the reduction in excise duty over time. Alto was the first brand In Indian Domestic Automotive History to sell over 200,000 units in a single financial year, the last 100,000 units being sold in 5 months. Alto was the only brand to sell over 22,000 units in a single month, making it the largest selling car in India. The second generation Maruti Alto is based on the new Suzuki Alto, and is unveiled at the 2008 Paris Motor Show. It is based on the Suzuki A-Star Concept global car. Technical Specifications ENGINE Displacement (cc) No: cylinders/ arrangement/ valves Type

796(cc) 3 cylinders, in line 4 valves per cylinders F c engine MPFI

PERFORMANCE Max power (bhp/rpm) Max: torque(m/rpm)

47bhp@6200rpm 62nm@3000rpm

ENGINE Min: tuming radius (m) Type

4.6(m) Power steering

BANKERS Type

Powerful 8- inch boosters assisted disk breaks half instantly breaking 30

Swift D-Zire The new Swift DZire joined the Swift and SX4 in Suzuki's Indian lineup and is intended to "redefine the market and stir excitement in the entry level sedan segment". It's a good news for the consumers because Swift DZire, which comes both in diesel and petrol engines, offers luxury feature options including integrated stereo, steering mounted audio controls, automatic climate control and power windows as well. Not only this but, it is also equipped with latest’s safety features like Dual Airbags, ABS with EDB, collapsible steering column and an i-CATS anti-theft facility. It's true to say that many of these features are being offered for the first time in this segment in the Indian car market Variants Petrol LXI VXI ZXI

Diesel LDI VDI ZDI

Range of Colours There is a wide range of colors for the customers. The newly Swift DZire is offered in seven colours: •

Arctic White

•

Silky Silver

•

Clear Beige

•

Midnight Black

•

Bright Red

•

Azure Gray

•

Sovereign Blue

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Technical Specifications DZire Petrol ENGINE Type Fuel distribution Capacity No. of cylinders No. of valves Bore x Stroke Compression ratio Maximum power

MPI petrol/in-line/SOHC Multipoint injection 1298 4 16 74 x 75.5 9.0:1

(Bhp@rpm) Maximum torque (Nm@rpm) Air charging system

DZire Diesel Multijet/DDis/DOHC Common Rail 1248 4 16 69.6 x 82 17.6:1

87@6000

75@4000

113@4500

190@2000

Naturally aspirated

Fixed geometry turbo charger with intercooler

TRANSMISSION 5 speed manual, with Type

synchromesh in all gears, synchromesh in all gears, one one reverse

Front Track (mm) Rear Track (mm) Turning radius (m)

4.7 440 (Zxi & Zdi) 464 (Lxi, Ldi, Vxi & Vdi) All Variants Rack and pinion,

CHASSIS

Front Brakes Rear Brakes

reverse 1470

1480

Boot Space (liter)

Steering

5 speed manual, with

Pinion type electronic power assisted Ventilated Discs Drum

Maruti A - Star On November 19, 2008 Maruti A – Star is launched especially for the car lovers spread all across the world. This car represents beginning of a new revolution with its outstanding performance and unmatched looks. Comprised with five world class features, this car is environmental friendly car which has supreme engineering functionalities. Features : This car includes few special features like : 32

•

Engage drive - To achieve perfection, this feature takes care of road handling and maneuverability.

•

Ergo drive - To render high fuel efficiency and performance, aluminum 998cc DOHC KB series engine provides 67PS@6200rpm.

•

Aero drive - For providing smooth drive, this car aerodynamic looks and windows design are combined with aero theme interiors.

•

Assure drive - For adding more safety, this car is provided with TECT ( Total effective car technology) with ABS and dual airbags.

•

Green drive - This is highly eco friendly car provided with Euro 3 compliant, Euro 4 and Euro 5, low emissions and recyclability feature. Colors; Bright red, Desert brown, Healing green, Silky silver, Paradise blue, Midnight black, Sunlight copper, Arctic white, Azure grey.

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Technical Specifications ENGINE Type No. of cylinders No. of valves Capacity Box * Stroke Compression Ratio Maximum Power Maximum Torque Fuel distribution Chassis Steering Brakes - Front/Rear Suspension Front/Rear Shock absorbers Tyre (tubeless) Capacity Seating Capacity Fuel Tank Capacity Weights Kerb weight (min.

KB-Series 3 12 998 cc/cm3 73.0 * 79.5 10:1 67/6200 Ps/rpm 90/3500 Nm/rpm Multipoint Injection Rack & pinion, Power assisted Ventilated Discs/Drums MacPherson strut & coil spring/Isolated trailing link & coil spring Gas filled 155/80R13 5 Persons 35 Litres

860 - 880 kg with full options) Gross vehicle weight 1320 kg

Suzuki SX4 Maruti Suzuki India Ltd.. is out with it's cutting edge new model, Maruti Suzuki SX4, a joint venture made by two of automobile czars, Suzuki and Maruti. The model closely follows the Swift platform, therefore, it is easily available with exclusive features which makes it all the more desirable among car connoisseurs. A mini SUV (sport utility vehicles) style, SX4 is almost like a car in it's construction & comfort context. The model is found in two- and four- wheel drive. With two variants, the model is all set to conquer the Indian auto biz market. These are commonly referred as the "Urban Line" & the "Outdoor Line", where the latter is more like an SUV in appearance compared to the first

34

one. The car is expected to have 1590cc petrol engine making it capable enough to deliver a power of 94bhp and a torque of 13.4kgm. Variants Maruti Suzuki SX4 is a charming sedan easily available in two variants : •

Maruti Suzuki SX4 Vxi Maruti Suzuki SX4 Zxi

SX4 Vxi The Maruti SX4 Vxi variant has certain distinct technical specifications in it's wheel & tyre category. With steel wheel type having 15 inch size & 195/65 R15 tyres, the variant marks its' individuality. SX4 Zxi The Maruti SX4 Zxi variant differs equally as far as it's wheel & tyre quality is concerned. The wheel type is alloy & it's size is of 16 inch. While the tyre type is 205/60 R16. This variant is also available with leather option.

Technical Specifications Engine Capacity

: 1298cc

Number of cylinders : 4 Number of valves

: 16

Bore x Stroke

: 74.0 x 75.5 mm

Compression ratio

: 9.0:1

Maximum power

: 87bhp @ 6000rpm

Maximum torque

: 113Nm @ 4500rpm

Fuel distribution

: Multipoint injection

Chassis Steering Brakes

: Rack & pinion, power assisted Front

: Ventilated Discs

Rear

: Drums

35

Suspension

Front : MacPherson strut and coil spring Rear

Tyres

: Torsion beam and coil spring : 165/80 R14 / 185/70 R14 (tubeless)

Weights Kerb weight

: 980 kgs. [LXi] / 1000 kgs. [VXi] / 1010 kgs. [ZXi]

Gross vehicle weight : 1415kgs Maximum speed

: 160kmph

Fuel tank capacity : 43 litres

Maruti Baleno This mid size car with its bold and elegant looks along with its smart performance is becoming the part of the dream of many car lovers.

Colors •

Pearl Silver

•

Silky Silver

•

Superior White

•

Midnight Black

•

Bean Blue

Maruti Baleno is present in two variants : Baleno Sedan VXi Baleno Sedan LXi Baleno Sedan, VXi Along with the features present in LXi, there are many other extra features available in this model like leather steering cover, automatic climate control, rear spoiler with LED stop 36

lamp, stylish alloy wheels, MP3 music system, silver finish centre garnish, remote keyless entry etc. Baleno Sedan, LXi It has various effective comfort and safety features like tilt adjust power steering, central lock door locking, electric windows, tachometer, tripmeter, "key not removed" warning buzzer, AC illumination system, cigarette lighter, ash tray illumination, electrically operated AC louvre switches,semi concealed windshield wiper(2 speed plus 2 controlled intermittent), front and rear mud flaps, day/night inside rear view mirror, velour floor carpet, front doorarmrests and pockets (both sides), rear door child lock, lockable glove box, side impact beams etc.

WAGON-R The Maruti Wagon-R is a made-for-India version of Suzuki Wagon R. Maruti Suzuki India Limited has recently revamped its looks and introduced a new look WagonR which sheds the boxy look at the back Initial launch The Wagon-R was born out of Japanese kei-jido-sha restrictions which dictated a limited length and engine size. This boxy, tall-boy design has now completed seven years of presence on Indian roads. Maruti's launch of the car was ill-timed. Despite being one of the world's first tall-boy designs (along with models from Daihatsu and Daewoo), the Wagon-R was not first-tomarket in India. A less avant garde version of the Hyundai Atos was the first tall-boy design to hit the Indian roads. It preceded the Maruti-Suzuki Wagon R by a two year lead. Design & Trim Options The car comes with a variety of trim levels. These include the LX (sans power steering), LXi (power steering), VXi (fully loaded) and the AX (automatic). The car normally comes with a 5-speed manual transmission and seats 4 (including the driver) comfortably.

37

The Wagon R's bread-box shape did not immediately cut ice with the Indian consumer and the car saw slow sales initially. Specifications The car is powered by a 1061 cc four cylinder, sixteen valve, multipoint fuel-injected engine producing 64 bhp (47.7 kW) at 6200 rpm and 84 newton-meter (62 ft·lbf) of torque at 3500 rpm. The LPG version, christened DUO, was recently launched; this runs on petrol as well as on LPG. Also the internal controls have been given a more sportier look with bright metal finish. Other features new in the Vxi (the top end manual transmission model) are Electrically adjustable outside Rearview mirrors. This is the first on any B-Segment car in India. Driving impressions Light kerb weight(750–775 kg) makes for a nimble car with good acceleration and a top speed of 160 km/h (99 mph). The car's fuel economy is somewhere in the range of 13 to 14 km/l (7.7 to 7.1 l/100 km) in city driving and 18 to 20 km/l (5.6 to 5.0 l/100 km) on the highway. The car is priced between Rs. 350,000 (LX) to Rs. 485,000 (AX). In 2000 until 2007, the Wagon R is rebadged as Opel Agila. The Agila was built at a General Motors factory in Gliwice, Poland and used Vauxhall/GM Engines and transmissions. In India, the Wagon R is sold as "Maruti Suzuki WagonR", having Suzuki's 1.1 L F10D petrol engine producing 64 bhp (48 kW). Also, a new LPG version called DUO has been introduced lately, which runs both on Petrol and LPG. In Indonesia, the car is called Suzuki Karimun and offered with a 1000 cc (until 2006) and 1100cc (2007 onwards)petrol engine, whilst in China it forms the base for both the Changhe-Suzuki Beidouxing and Changhe-Suzuki F-MPV.

38

THE FEATURES OF WAGONR BRAKES Antilock brake system

n.a

Front Rear Drums 180mm

62bhp

ENGINE Bore 4 stoke Brake horse power Construction Displacement 1061cc Ignition Layout Torque Valve gear

n.a n.a Cast iron 1061cc Petrol Multi point fuel injection 4 cylinder in-line 4.8 gm @3500rpm 4 valves per cylinder

STEERING Type

Rack & pinion-power assisted

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Maruti Esteem Sophisticated big structured Maruti Suzuki esteem is one of the old car of the Maruti Udyog group. To run this huge car its engine is made of lightweight all-aluminum. This contemporary engine has capacity of 65 bhp at 6000 rpm . According to *Mileage (Auto India, Nov 2005), Esteem holds the topmost position on mileage among the other category of cars including the small cars. There are three models of Maruti Suzuki Esteem: •

Maruti Esteem (Lx)

•

Maruti Esteem (Lxi)

•

Maruti Esteem (Vxi)

Colors that make the body of the car appealing to any viewer are found in different shades in this car : •

Superior White

•

Metallic Pearl Silver

•

Metallic Silky Silver

•

Metallic Icy Blue

•

Metallic Fawn Mist

•

Metallic Midnight Black

Maruti Esteem (Lxi) This model is more upgraded version of Maruti Suzuki (Lx). Apart from the features that are already in MarutiSuzuki (Lx), there are other few more added features existing in Maruti Suzuki (Lxi). For comfort this model specially has rear view mirror on the left side, power steering and power window (front).

40

The special interior feature of this model is chrome plated parking lever nob. To mention the extra features for the exterior of this model, there are body side moulding and full wheel cover. Maruti Esteem (Vxi) The striking features that are found in the most upgraded model of this car, always attract the valuable buyers .Along with the other features that have in Maruti Suzuki Esteem (Lx) and Maruti Suzuki Esteem (Lxi), this model possesses few more advanced standard equipments. For the comfort sake, this model is being upgraded with outside rear view mirror on the left side, power antenna, kenwood defogger, central locking etc. Interior of this model is upgraded with silver finish rear and front power window switch garnish, cigarette lighter, vanity mirror, and silver finish louvers, garnish and bezels. Some extra exterior features are front fog lamps with clear lens, body colored door handles, body colored side view mirrors, rear spoiler etc.

Maruti 800

41

Driving with the high quality of fuel efficiency and economical purchasing price have enhanced the popularity of the Maruti 800. Its lowest fuel consumption cost has made this car forever better choice for the buyer. Its easy accommodating small structure of 4.4 meters of radius has made it an user friendly car. For its easy to park structure , it is very comfortable to parking anywhere, even if the space is too little. It can be smoothly driven in an overcrowded street or in a narrow lane. Various safety features of Maruti 800 give assurance of secured driving to the buyer. Here is an overview on few salient features of Maruti 800 : •

Side impact beams

•

Laminated windshield

•

Additional body reinforcement

Other extra new features : •

Collapsible steering columns

•

High mount stop lamp

•

Clear lens Headlamps

•

Front Grille

•

Dual Tone interior upholstery

•

Bharat stage III : Hi-tech 32 ECM and ultra-refined engine

•

Suzuki badging

•

Clear multi reflector headlights

•

Attractive tail lamp

•

Specifically placed crumple zone

There are two variants found in Maruti 800: •

Maruti 800 STD BS III

•

Maruti 800 AC BS III

•

Maruti 800 Duo

42

Maruti 800 Std BS III Its weight is 650kg. It is without Air-conditioner. Maruti 800 AC BS III To give the comfort of an Air conditioner, especially during sultry summer days, Maruti 800 is running its name as the low cost air-conditioned car. Its weight is 655kg. Maruti 800 Std. & AC variants are available in Bharat Stage III version Engine Type No. of cylinders Piston displacement Maximum output (Std.,AC) Maximum torque (Std.,AC) Power Transmission Std., AC

4 stroke cycle, water cooled SOHC (1C2V) 3 796 cc 37 bhp at 5000 rpm 59 Nm at 2500 rpm 4-forward, all synchromesh, 1 reverse

Steering Steering Suspension Front Rear Brakes Front Rear Tyres Tyre size Capacity Fuel tank capacity

Rack & pinion McPherson strut & coil spring Coil spring with gas filled shock absorbers Disc Drum (Radial) 145/70 R-12 28 liters (BS III)

3. LITERATURE REVIEW 3.1 THEORATICAL PRESPECTIVE Brand awareness is the potential capacity that a consumer recognizes or recall the name of the brand of a certain category of a product. Thus, brand awareness is an exercise 43

of identification of the brand name under different conditions and, therefore, the probability of a brand name coming to the consumer and the facility with which this happens. Awareness essentially means that customers know about the existence of the brand, and also recall what categories the brand is in. The lowest level of awareness is when the customers have to be reminded about the existence of the brand name, and its being a part of the category. There after is the stage of aided recall, i.e., upon the mention of the category, the customer can recognize the company’s brand from among a list of brands. Then is the stage of unaided recall, where in a customer mentions the company’s brand among a list of brands in the category. The highest level of awareness is when the first brand that the customer can recall upon the mention of the product category is the company’s brand. This is called top-of-mind recall. (Arunkumar & N Meenakshi,2006) Brand awareness, influenced by the advertising recall, affects the decision of purchase not only in the aspects of the behaviour, but even at the effective level, forming positive attitude towards the product that lead to buying of this product and to obtaining major quotas for the company. Brand awareness is an instrument of predominant selection amongst consumers without experience of use of the product and stops experimentation with new product and brands. Band awareness is a dimension of brand equity that affects the decision of the consumer both at the effective level and at the behaviour level. In the affective area, a brand known by the consumers creates a feeling of pleasure and familiarity in them. Awareness of the name acts as an anchor to which every thing else about the brand is liked, much like the name of a person acting as an anchor for tying all associations about him. Building awareness involves making the brand visible to the relevant target audience by various promotional methods such as publicity, sponsorship, events, advertising, instigating word-of-mouth promotion etc. (Arunkumar & N Meenakshi, 2006) The buyer means not only one who make the process of buying, but, it involves the initiator, influencer, payer, decider and user. The buyer conducts the transaction. He visits stores, makes payments, and effects the delivery. Usually, the buyer is the only player whom the marketers can see being involved in the decision making process. Merely interviewing him about the purchase does not serve the purpose of the marketer who wants to explore the consumer decision making process, as at the time of purchase all other evaluations have been completed, which he involved several other players as well. The importance of these players is crucial in deciding the relevant market mixes. . (Arunkumar & N Meenakshi, 2006)

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Finally, brand awareness favors the certain of associations brought about by the product, which are in the origin of the creation of brand image. BUYING BEHAVIOUR The new millennium will be the most challenging era for the most of the companies delivering goods and services to the buyers directly through their network. The increasing competition in the global markets will make the existence of the companies difficult as the buyers enjoy as the kingpin of their business. The increasing competition in the market for the goods and the services will provide the best options to the buyers towards the customer value, satisfaction and the delight chain. In the developing economies and near monopoly markets the sellers do not pay adequate attention towards the buyers and make them in a disadvantageous position. On the contrary in the buyers’ market the customers can choose the goods and services. This phenomenon can be explained in reference to the Indian market also. Let us take an example of an Indian car market in the mid-seventies which was largely dominated by the Ambassador brand of Hindustan Ltd, had Fiat for the class market. During this period the car market had seller’s dominance and enjoyed near monopolistic condition. The car market scenario was in transition since mid-eighties after the market invention of Maruti Udyog Ltd. and has become highly competitive after the introduction of the new economic policy in early 90’s. Since, we can simply understand that, the current market for cars in India is a buyers market, which is very competitive in terms of quality, price, services, comforts and value for the money, which are cannot be calculated at a time, but take a long thinking and discuss. It is in fact that buyers market where the consumer exercises his franchises to choose the brand and hence he plays key role in making the brands sustain in the market. The consumer makes the decision on buying of any product of the company by problem solving carefully weighing and evaluating perceived use values and product attributes. This process is commonly known defined as rational decision making while the emotional responses. Buying decision concerning products and brands are heavily influenced by the available and anticipated economic resources. Besides the economic resource of consumers, the cognitive resource representing the mental capacity of storing and analyzing various information processing activities also play a vital role not only in decision making process but also in satisfying received thing. More over, knowledge plays key role in all level, especially in developing awareness about a particular product as well as brand. Comprehensive knowledge about the

45

goods and services, image of the company, promotional packages etc. all these things develop conviction among buyers and add awareness about the brand or product. (Marketing Management, Rajagopal, Vikas publishinf House Ltd, 2004).

46

3.2 EMPERICAL PERSPECTIVE Brand awareness The likelihood that consumers recognize the existence and availability of a company is their product or service. Creating brand awareness is one of the key steps in promoting a product. Investopedia explains Brand awareness is an important way of promoting commodityrelated 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. For example, in the automobile industry, a lot of people go behind the Maruti only because they are aware of its peculiarities and other variety of factors.. However, consumers are very aware of the other brands in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as an economic moat that prevents competitors from gaining more market share

Consumer Buying Behaviour Possibly the most challenging concept in marketing deals with understanding why buyers do what they do (or don’t do). But such knowledge is critical for marketers since having a strong understanding of buyer behaviour will help shed light on what is important to the customer and also suggest the important influences on customer decision-making. Using this information, marketers can create marketing programs that they believe will be of interest to customers. As you might guess, factors affecting how customers make decisions are extremely complex. Buyer behaviour is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analyzing customer activity have presented us with useful “guidelines” in how someone decides whether or not to make a purchase.

47

Table No.4.1.Showing the Gender of the study Sl.N

Gender

No. of respondents

%Of

46 17 63

respondents 73% 27% 100%

o 2 Male 3 Female Total

Chart No. 4.1

INTERPRETATION: As stated in the study, there were 63 respondents is the sample selected for the study. Out of them, 46 (73%) were male and 17(23%) were female.

Table No. 4.2 Showing the Age of the respondents

SL No. 1 2 3 4

Category 18-25 25-35 35-45 45& above Total

No. of respondents 8 35 13 7 63

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% of respondents 12% 56% 21% 11% 100%

Chart No. 4.2

No. of respondents

INTERPRETATION: The above chart concludes that, out of the 63 samples of the study, 8 were (12%) between the age 18-25, 35were (56%) between 25-35, 13 were (21%) between 35-45, and 7 (11%) were 45 and above. Age

Table No. 4.3 .Showing the Occupation

Sl. No 1 2 3 4

Occupation

No. of respondents

%. of respondents

36 13 5 9 63

57% 21% 8% 14% 100

Business Professional Student Employee Total

Chart. No. 4.3

Among the 63 samples taken for the study, 36 respondents (57%) were found as business men, 13 (21%) as professional, 13 (8%) as student and 9(14%) as employee.

49

Table No. 4.4. Showing, How the respondents came to know about Indus Motors? Sl. No 1 2 3 4 5

Source Myself Family Advertisement Friends Others Total

No. Respondents 9 20 12 11 11 63

%. of Respondents 15%. 32%. 19%. 17%. 17%. 100%.

Chart. No. 4.4

INTERPRETATION: The chart shows that, out of 63 samples, 15% of them came to know about company by themselves.32% via family, 19% via advertisement, 17% via friends and 17% through others. Table No.4.5 Showing the satisfaction level due to the Style of Mauti Ritz Sl. No 1 2 3 4 5

Opinion

No. of respondents

%.of Respondents

25 22 7 9 0 63

40% 35% 11% 14% 00% 100%

Highly satisfied Satisfied Can’t say Dissatisfied Highly Dissatisfied Total

Chart. No. 4.5

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INTERPRETATION: Above chart shows that, out of 63 samples of the study 40% are of the opinion that they are highly satisfied with the new owned Maruti Ritz. 35% of them revealed only satisfaction where 11% can’t rate it. Only 14% opinioned as dissatisfaction, no one found highly dissatisfied. Table No. 4.6. Showing the Locality of Indus Motors Sl. No 1 2 3 4 5

Opinion Highly satisfied Satisfied Can’t say Dissatisfied Highly Dissatisfied Total

No. of respondents 41 9 2 4 7 63

%.of Respondents 65% 14% 3% 7% 11% 100%

Chart No. 4.6

INTERPRETATION: From above chart we can understand that, out of 63 samples of the study 65% are of the opinion that they are highly satisfied with the location of Indus Motors Calicut. 14% of them revealed only satisfaction where 3% can’t rate it. Only 7% opinioned as dissatisfaction, 11% found highly dissatisfied

Table No. 4.7. Showing the Price of the Car. Sl. No

Opinion

No. of respondents

%.of Respondents

51

1 2 3 4 5

Very High High Medium Low Very Low Total

7 19 35 2 0 63

11% 30% 56% 3% 0% 100%

Chart No. 4.7 .

INTERPRETATION: The above chart shows that out of 63 samples of the study, 11% responded that the price of car is very high. 30% opinioned as high, where, about half of the samples (56%) responded as medium. 3% pointed as low and no one replied very low.

Table No. 4.8. Showing Mileage of the Car. Sl. No 1 2 3 4 5

Opinion Excellent Good Average Poor Terrible Total

No. of respondents 11 22 21 7 2 63

Chart No. 4.8

INTERPRETATION:

52

%.of Respondents 18% 35% 33% 11% 3% 100%

This chart tells us about the opinion of the samples. Out of 63, 18% of them viewed as excellent, 35% as good, 33% as average, and 11% as poor and as 3% terrible. This denotes that, majority of them has the opinion that the mileage is good.

Table No. 4.9. Showing the response to the Maintenance Cost is very Low Sl. No 1 2 3 4 5

Opinion Strongly agree Agree Can’t say Somewhat disagree Strongly Disagree Total

No. of respondents 18 21 6 12 6 63

%.of Respondents 29% 33% 9% 19% 10% 100%

Chart No. 4.9

INTERPRETATION: This chart shows the samples’ responds about the maintenance cost of the car they owned, Ritz. Amongst the 63 samples, 29% of them strongly agreed that it’s very low. 33% as agree, 9% as can’t say, 19% as somewhat disagree and 10% has the opinion that, they are strongly disagree of the maintenance cost is low.

Table No. 4.10. Showing the Publicity of Car Sl. No 1 2 3 4

Opinion Very good Good Neutral Bad

No. of respondents 28 23 3 3 53

%.of Respondents 44% 36% 5% 5%

5

Poor Total

6 63

10% 100%

Chart No. 4.10

INTERPRETATION: This chart is about the responds of samples about publicity. Majority (44%) has the opinion that the publicity of the car is very good. 36% says as good, 5% as neutral. Only 5% has the opinion as bad and as poor was marked by only 10%.

Table No. 4.11. Showing, the Car is comfortable than I expect. Sl. No 1 2 3 4 5

Opinion Strongly agree Agree Can’t say Somewhat disagree Strongly Disagree Total

No. of respondents 17 23 11 8 4 63

Chart No. 4.11

INTERPRETATION:

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%.of Respondents 27% 37% 17% 13% 6% 100%

This chart contains the data about comforts of the car. 27% has strongly agreed the assumption. 37% of them agreed, 17% replied as can’t say. 13% showed as somewhat disagree and 6% disagreed strongly.

Table No. 4.12. Showing the Quality of Car. Sl. No 1 2 3 4 5 Total

Opinion Very High High Medium Low Very Low

No. of

%.of Respondents

respondents 24 27 4 8 0 63

38% 43% 6% 13% 0% 100%

Chart No. 4.12.

INTERPRETATION: From above chart, we can understand that out or 63 samples, about half (38%) of them have very high opinion about the quality of car. 43% showed high where only 6% indicated as medium and 13% as low. There was no opinion as very low.

Table No. 4.13. Showing the Design of the Car. Sl. No 1 2

Opinion Excellent Good

No. of respondents 19 29 55

%.of Respondents 30% 46%

3 4 5

Average Poor Terrible Total

10 4 1 63

16% 6% 2% 100%

Chart No. 4.13.

INTERPRETATION: This chart concludes that, out of 63 samples, 30% are with opinion that the car’s design is excellent, 46% viewed as good, 16% as average. 6% opinioned as poor and only 1% has the view of terrible.

Table No. 4.14. Showing, Indus contact me to ensure feed back. Sl. No

Opinion

1 2 3 4 5

Strongly agree Agree Can’t say Somewhat disagree Strongly Disagree Total

No. of respondents

%.of

35 24 0 4 0 63

Respondents 56% 38% 0% 6% 0% 100%

Chart No. 4.14.

INTERPRETATION:

56

From above chart, we can understand that 56% of the samples have strongly agreed for this question.38% only agreed and only 6% has the some what disagree. No one opinioned as can’t say and strongly disagree

Table No. 4.15. Showing, would u recommend the product? Sl. No

Opinion

No. of respondents

%.of Respondents

1

Definitely

40

64%

2

Probably

18

28%

3

Maybe

1

2%

4

Probably not

4

6%

5

Definitely not

0

0%

63

100%

Total

Chart No. 4.15.

INTERPRETATION: The chart tells that, when the samples were asked whether they recommend the product or not, 64% answered that definitely do, 28% answered probably and 6% replied probably not.2% has no assurance and no one found as definitely not.

Table No. 4.16. Showing the rate of Service of Indus Motors. Sl. No 1

Opinion Excellent

No. of respondents 33 57

%.of Respondents 53%

2 3 4 5

Good Average Poor Terrible Total

26 4 0 0 63

41% 6% 0% 0% 100%

Chart No. 4.16

INTERPRETATION: This chart shows that, out of 63 samples, 53% of them replied as excellent about the service of the company. 41% indicated as good and 6% as average. There couldn’t fine any one who has the opinion of poor and terrible

CHI SQUARE TEST Chi-square is a statistical test commonly used to compare observed data with data we would expect to obtain according to a specific hypothesis. Hypothesis: Null Hypothesis (H0):- Buying behaviour is independent of brand awareness Alternative Hypothesis Hi):- Buying behaviour is independent of brand awareness

χ² = Σ (O-E/E) ² Where, χ2 = the test statistic that asymptotically approaches a χ2 distribution. Oi = an observed frequency; Ei = an expected (theoretical) frequency, asserted by the null hypothesis; n = the number of possible outcomes of each event.

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Table 4.17: Observed Frequency Responds

High

Middle

Low

Total

High

30

5

0

35

Middle

8

14

0

22

Low

3

3

0

6

Total

41

22

O

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Table 4.18: Expected Frequency

Respond

High

Middle

Low

Total

s High

22.77

12.22

0

35(34.99)

Middle

14.31

7.68

0

22(21.99)

Low

3.90

2.09

0

6(5.99)

Total

41(40.98)

22(21.99)

0

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4.19: Chi square table

Oi

Ei

Oi-Ei

( Oi-Ei) 2

( Oi-Ei) 2

/E

30

22.77

07.22

52.16

02.29

8

14.31

-06.31

39.81

02.78

3

03.90

00.9

00.81

00.20

5

12.22

-07.22

52.12

04.26

14

07.68

06.32

39.97

05.06

3

02.09

00.91

00.82

00.33

0

0

0

0

00.00

0

0

0

0

00.00

0

0

0

0

00.00

Total

14.92

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Since expected value are less than five in some of the sells. Researcher has done Yates correction. Researcher has converted 3×3 table into 2×2 table. Table 4.20: Observed Frequency

Responds

High

Middle

Total

High

30

5

35

Middle

11

17

28

Total

41

22

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Table 4.21: Expected Frequency

Respond

High

Middle

Total

s High

22.77

12.22

35(34.99)

60

Middle

18.22

9.77

28(27.99)

Total

41(40.99)

22(21.99)

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4.22: Chi square table

Oi

( Oi-Ei-.5) 2 45.92

( Oi-Ei-.5) 2 /E 1.98

30

Ei 22.77

Oi-Ei 7.23

Oi-Ei-.5 06.73

11

18.22

7.22

-07.72

59.59

3.27

5

12.22

7.22

07.72

59.59

4.87

17

9.77

7.23

-06.73

45.29

4.63

Total

14.75

Expected Frequency = (Row total * Column total) / Grand total Degree of freedom

= (r– 1) * (c – 1) = (3 – 1)*(3 – 1) = 4

Table value = 9.488 Level of significance = 5 % Calculated value of chi square = 14.75

Comparing calculated value (14.75) with the table values with degree of freedom as 4 at 5% level of significance, it is found that the calculated value is higher than table value, which means the calculated value falls in the critical region. So the null hypothesis is rejected and the alternative hypothesis is accepted. “That means, The Buying behaviour and Brand awareness is dependent.”

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5.1. SUMMARY SUMMARY This part Summaries the main points emerging from the study, as brought out in the proceeding chapter of this project. As already mentioned this study is the “Influence of Brand Awareness on Buying Behaviour with special reference to Maruti Ritz ” survey was conducted at Indus Motors, Calicut. A sample of 63 respondents have been selected from a total of 450 customers of Indus Motors , and a questionnaire prepared to collect the information for the study was distributed to the selected respondents for replies. Wherever needed, the questionnaire has been used as a schedule. In all there are five chapters in this project report. The first chapter presents the topic of the study, its objectives, scope, limitations and research methodology, including hypothesis. The next two chapters are review of literature and industrial profile. The fourth chapter, by far the largest, analysis of the data collected through the questionnaire to know whether buying behaviour is dependent of brand awareness or not. And the last chapter summaries the findings, suggestions and conclusion.

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5.2 FINDINGS  Buying behaviour is dependent of brand awareness.

 Variables like price, mileage, style, design has great influenced in customer’s purchase  The brand has great position in the minds of customers which had reflected in their consumption  Customers got awareness about the brand via friends, media and etc.  Majority of the customers are highly satisfied with the brand offered by Maruti  Out of 63 samples, 53% are of the opinion that, service offered by the

company is excellent and 41% viewed as good (table no. 4.16)  The most one who purchased this car was business men (57%) (table no. 4.3)  40% of the samples have high satisfaction in the style of particular

brand(Ritz), (table no. 4.5)  66% of the samples are highly satisfied with the current locality of Indus

Motors, (table no. 4.6)  About the price of car, 49% has the opinion that it’s medium. Only 18%

noted as very high, (table no. 4.7)  18% viewed that mileage of car is excellent, 35% as good and 33% as

average, (table no. 4.8)  About the maintenance cost, 29% has strong opinion as it is low, where 33%

have a medium, (table no. 4.9)

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 Majority (44%) are of the opinion that my car has very good publicity, (table

no. 4.10)  27% of the respondents have strong opinion that they got more comfortable

than they expect, 37% of them are not away from their opinion, (table no. 4.11)  Majority has responded that quality of their car is high, (table no. 4.12)  46% of the respondents have good opinion about the design of car, amongst,

30% has got the eye as they viewed as excellent, (table no. 4.13)  64% of them are very happy with company so, they replied that they

definitely recommend the product, (table no. 4.15)

5.3 SUGGESTIONS ➢ Service quality can be increased ➢ Car’s publicity can be developed, which will add awareness ➢ Must focus on customer feedback, which results in customer satisfaction and it lead

to recommend product. ➢ Give sufficient offers to increase sale.

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5.4 CONCLUSION As customers, we buy a lot of things every day. We buy, not only after having any pre assumption about the product but also having nothing. Needs must be fulfilled. People go any where to get his dreams come true. In such a time, all business leaders are striving hard to get more customers and spare no effort to get them satisfied. The era is not like past. Customers are the leaders of the business, not the company. The customer will decide to make a product success or not. They are the key players. So that, every companies are running behind these customers offering them large priorities and convincing them its peculiarities. Buidling brands, quality, image are the short cut to it. Today majority has a brand oriented life. If any one satisfied with a brand, he will be continuing with the same. In such a time, every brand had to try best to put awareness about it. Maruti has great such effects on customers which had help to increase their sales. Indus Motors is one of the finest dealers of Maruti in India. They have a good scale of sales every year and they provide a good piece of services to them. This study has impartial results on its findings so that it can be conclude that brand awareness has a great range of influence on buying behaviour.

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BIBLIOGRAPHY

1. Philip kotler, Marketing Management, 2003,Pearson Education Inc, New Delhi 2. Kotler Philip and Amstrong Gary, Principles of Marketing, 2003 , Printice Hall of

India Private Ltd, New Delhi 3. Kothari C.R, Research Methodology, 1998, Wishwaprakashan, New Delhi 4. Kothari C.R, Quantitative Techniques, 1985,Vikas Publishing House Pvt Ltd; 3rd

edition, New Delhi 5. Arunkumar& N.Meenakshi, Marketing Management, 2007

Vikas Publishing House Pvt Ltd, New Delhi 6. Rajagopal, Marketing Management,2004,Vikas publishinf House Ltd, New Delhi

Websites

: -http/ www.marutiudyog.com http/ www.marutisuzukiritz.com http/www.google.com

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INFLUENCE OF BRAND AWARENESS ON BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO MARUT RITZ AT INDUS MOTORS CALICUT Dear Sir/Madam The Questionnaire comprise of questions relevant for understanding ‘the influence of Brand awareness on buying behaviour at Indus Motors’. I assure you that the data you provided will be kept confidential and used only for the project work.

UVAIS.M KSB, CALICUT PART-A 1. Name:2. Sex:- Male Female 

3. Age:- 18-25 25-35 35-45

45&above 

4. Occupation:- Business Professional

5. How do you came to know about Indus Motors?

 Student  Employee

Myself  Family Advertisement  Friends Others

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PART-B

Factors

Extremely

Somewhat

Can’t

Somewhat

Extremely

Important

Important

Say

Unimportant

Unimportant

(5)

(4)

(3)

(2)

(1)

Styling Pricing Mileage Maintenance Brand Image Performance Publicity Quality Space Comfortable Design 6. How did you rate the following, where you decide to purchase a Car?

7. How do you feel the style of Marutiz Ritz car you owned? Highly satisfied Satisfied Can’t say Dissatisfied Highly dissatisfied

8. I am convenient to the locality of Indus Motors agree  Agree  Can’t say

 Somewhat disagree  Strongly disagree 

9. What’s your opinion about the price of your Car?

Very high  High  Medium  Low Very low 

10. What about your car’s mileage?

Excellent Good  Average  Poor  Terrible

11. My Car’s maintenance cost is comparatively very low

68

Strongly agree  Agree  Can’t say

 Somewhat disagree  Strongly

disagree 

12. What do you feel about the publicity of your car?

Very good Good  Neutral Bad Poor 13. My Car is very comfortable than I expect

Strongly agree  Agree  Can’t say

 Somewhat disagree  Strongly

disagree 

14. My Car’s quality is

Very high High Average  Low  Very Low 15. The design of my Car is Excellent Good  Average  Poor  Terrible 16. The company contact me to ensure the feedback from customers

Strongly agree  Agree  Can’t say

 Somewhat disagree  Strongly disagree 

17. Would you recommend the product to others? Definitely  Probably



Maybe  Probably not Definitely not

18. Overall, how would you rate the service of INDUS MOTORS CALICUT? Excellent Good  Average  Poor  Terrible

19. Do you have any suggestion to improve the service quality of Indus Motors Ltd?

………………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… THANKIG YOU

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