LAYOUT SKETCH: ATUL MOTORS ( MARUTI SUZUKI )

HAPA ATUL MOTORS (MARUTI SUZUKI) PVT. LTD.

To Rajkot 83 Kms To Jamnagar 6 Kms

INTRODUCTION ON CONSUMER BEHAVIOR

CONSUMER BEHAVIOR
Consumers have become very discerning in their choices. Consumer behavior is very complex and is determined to a large extent by social and psychological factors and it is necessary for a marketing manager to understand properly before he plans his marketing strategy. Within the broad framework of marketing, the area that entices the most researchers is the study why a consumer behaves in a particular way.

The complexity of the behavior, however, varies with the nature of the product and the need, which it is required to satisfy. The term consumer behavior may be defined as the decision process and physical activities in which individuals engage them while evaluating, acquiring, using or disposing off goods and services. The study of consumer behavior is the study of how individuals make decisions to spend their available resources on consumption of related items. Buying behavior is an attempt to understand and predict human actions in the buying role. The issues that dealt within the discipline of consumers buying behavior are: What products and services do the consumers buy? How do they buy? Why do they buy? From where do they buy? When do they buy?

Consumer behavior provides a sound basis for identifying and understanding consumer needs. It is the act of the individuals directly involved in obtaining and using economic goods and services. The study of consumer behavior is an essential component of marketing. The adoption of marketing concept by the marketers provides the impetus for the study of consumer behavior. In case of New Product Introduction in the market, there is a risk of product failure. To increase the chances of success of new products, better information of the consumer behavior is required. Their desires, tastes and preferences are to be taken care of. So from all these aspects the study of consumer behavior is important. The following are a few examples of the benefits of the study of consumer behavior derived by the different categories of people: A marketing manager would like to know how consumer behavior will help him to design better marketing plans to get those plans accepted within the company. In a non-profit service organization, such as a hospital, an individual in the marketing department would like to know the patients' needs and how best to serve those needs. Universities & Colleges now recognize that they need to know about consumer behavior to aid in recruiting students. "Marketing Admissions" has become an accepted term to mean marketing to potential students.

CONSUMER BUYING PROCESS

Understanding of the consumer behavior begins with study of the consumer buying process. Consumer buying process is five step activities. The starting with NEED RECOGNITION, which leads to INFORMATION SEARCH, once information is obtained from different sources next step, is the EVALUATION AND ALTERNATIVE where in consumer evaluates various parameters of the product or service. The next step in five-step activity is THE PURCHASE DECISION where in intent is converted into an actual purchase of the good or the service. The final step is POST-PURCHASE REACTION where in customer if she is satisfied with goods or services recommends to other prospective customers or repeat the purchase. If the customer is not happy with purchase, a bad word of mouth follows, and she looks for alternative product or service.

MAJOR FACTORS INFLUENCING BUYER BEHAVIOUR

There are four major factors which influence the consumer buying behavior are as follow:

CULTURAL FACTORS :
Cultural factors exert the broadest and deepest influence on consumer behavior. The roles played by the buyers culture, sub culture and social class are particularly important. CULTURE Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. SUB-CULTURE Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.

SOCIAL CLASS Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. In this way marketing activities could be tailored according to different social classes. Here we should note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation etc.

SOCIAL FACTORS :
REFERNCE GROUPS Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc then the influence of reference groups will be high. Reference groups also include opinion leader (a person who influences other because of his special skill, knowledge or other characteristics). FAMILY Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles. ROLE AND STATUS Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.

PERSONAL FACTORS :
A buyers decisions are also influenced by personal characteristics. These include the buyers age & stage in the life cycle, occupation, economic circumstances, lifestyle, personality & self-concept.

AGE & STAGE IN THE LIFE CYCLE Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc. which help marketers to develop appropriate products for each stage. OCCUPATION The occupation of a person has significant impact on his buying behavior. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase rugged work clothes. ECONOMIC CIRCUMCTANCES Consumer economic situation has great influence on his buying behavior. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products.

LIFESTYLE Lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world.

PERSONALITY AND SELF-CONCEPT Personality changes from person to person, time to time and place to place. Therefore it can greatly influence the buying behavior of customers. Actually, Personality is not what one wears; rather it is the totality of behavior of a man in different circumstances. It has different characteristics such as: dominance, aggressiveness, self-confidence etc which can be useful to determine the consumer behavior for particular product or service.

PSYCHOLOGICAL FACTORS :
A persons buying choices are influenced by four major psychological factors-motivations, perception, learning, beliefs and attitudes. MOTIVATION The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, social needs etc. The nature of the needs is that, some of them are most pressing while others are least pressing. Therefore a need becomes a motive when it is more pressing to direct the person to seek satisfaction.

PERCEPTION Perception is the process by which an individual selects, organizes, & interprets information inputs to create a meaningful picture of the world. A motivated person is ready to act. How the motivated person actually acts is influenced by his or her perception of the situation. BELIEFS & ATTITUDES A belief is a descriptive thought that a person holds about something. Through doing & learning, people acquire beliefs & attitudes. These in turn influence their buying behavior. Particularly important to global marketers is the fact that buyers often hold distinct disbeliefs about brands or products based on their country of origin. An attitude is persons enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies towards some object or idea. People have attitude toward almost everything: religion, politics, clothes, music, food, and so on. Attitude put them into a frame of mind of liking or disliking an object, moving toward or away from it.

AN OVERVIEW OF AUTOMOBILE INDUSTRY

INTRODUCTION TO AUTOMOBILE INDUSTRY

The Indian automotive industry has emerged as a 'sunrise sector' in the Indian economy. India is being deemed as one of the world's fastest growing passenger car markets and second largest two wheeler manufacturer. It is also home for the largest motor cycle manufacturer and the fifth largest commercial vehicle manufacturer. India is expected to become the third largest automobile market in the world. Ford is looking at India as a major export hub, as per Mr Joginder Singh, President and Managing Director, Ford India. By 2020, the luxury car segment is estimated to be around three per cent of the overall passenger car market in India. So, there is huge opportunity for growth. India is going to be one of the biggest markets for us, worldwide, according to Tomas Ernberg, Managing Director, Volvo Auto India. India is the largest base to export compact cars to Europe. Moreover, hybrid and electronic vehicles are new developments on the automobile canvas and India is one of the key markets for them. Global and Indian manufacturers are focusing their efforts to develop innovative products, technologies and supply chains.

CURRENT SCENARIO
The amount of cumulative foreign direct investment (FDI) inflow into the automobile industry during April 2000 to November 2012 was worth US$ 7,518 million, amounting to 4 per cent of the total FDI inflows (in terms of US$), as per data published by Department of Industrial Policy and Promotion (DIPP), Ministry of Commerce.

India's scooter and motorcycle manufacturers have registered 4 per cent growth during April-November 2012, according to the recent data released by the Society of Indian Automobile Manufacturers (SIAM). Moreover, the passenger vehicles segment grew at 9.71 per cent during April-June 2012, while overall commercial vehicle segment registered an expansion of 6.06 per cent year-on-year (y-o-y).

The Indian small and light commercial vehicle segment is expected to more than double by 2015-16 and to grow at 18.5 per cent compound annual growth rate (CAGR) for the next five years, according to a report titled, 'Strategic Assessment of Small and Light Commercial Vehicles Market in India' by Frost & Sullivan.

Major Automobile Players in India : Maruti Suzuki Hyundai Motors Tata Motors Ford

With a tough competition among different players, all are trying to increase their market share in India; Maruti Suzuki is leading the industry with 46% market share. Tata Motors have a market share of 14%. Hyundai Motors has been capture 14% of the market. Ford has a market share of around 7%.

MARUTI SUZUKI INDIA LTD.

Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament. Maruti Udyog Ltd 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.

The Joint Venture agreement was signed between Government of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982. The company went into production in a record time of 13 months and the first car was rolled out from Maruti Suzuki India Limited Gurgaon in December, 1983. The company has crossed the millstone of becoming the first Indian company in March 1994 by manufacturing in totality one million vehicles. It is known for its mass production and selling of more than one million cars. Maruti Suzuki India ltd is the Indias automobile largest company which entered in the market with affirmed aim to render high quality fuel efficient and low cost vehicles.

LITERATURE REVIEW

THE ELEMENT OF SERVICE PACKAGE : Mittal and Lassar, 1996 :

Especially in the interpersonal and dyadic nature of buying a car,

service is deemed to be an important element.

Yoo et al.., 1998 :

Suppliers that offer poor service may undermine consumer attitudes, even when they provide good prices.

Fang et al., 2008 :

The service component of business is becoming increasingly important for manufacturing companies, which has led many firms to strive towards a greater focus on service offerings.

Witell et al., 2009 :

AB Volvo, for example, has aimed to generate 50 percent of its revenue from services, or what they call soft products, by 2015.

Nina Lofberg.,2010 :
A move that will have significant effects on the companys business model, market offering, and organization

THE ELEMENT OF CARS PRICE :

Crosby et al.s.,1990 :
Our study provides empirical evidence for the limited value of price as a segmentation criterion in the current car industry, assumption that price might be considered as minimal condition for consumers to engage in exchanges.

Cadogan and Foster.,2000 :

Price is probably the most important consideration for the average consumer. Consumers with high brand loyalty are willing to pay a premium price for their favored brand, so, their purchase intention is not easily affected by price.

Keller, 2003 :
Customers have a strong belief in the price and value of their favorite brands so much so that they would compare and evaluate prices with alternative brands.

Payne and Frow, 2005 :

Importantly, pricing strategy is a significant part of the value challenge during economic declines. The value proposition explains the relationships among the performance of the product, the fulfillment of the customers needs, and the total cost to the customer over the customer relationship life cycle.

Wirtz and Kimes, 2007 :

Usually, the lower the perceived price, the lower the perceived sacrifice. In addition, a sense of price fairness should be generated. If customers view a firms practices as unfair, negative consumer responses are likely to occur.

THE ELEMENT OF CARS QUALITY : Kano et al., 1984; Kano, 2001 :

The theory of attractive quality explains how the relationship

between the objective performance and customer satisfaction with an individual product or service attribute is dependent on how customers evaluate a product or offering.

Prajogo and Sohal, 2003 :

Quality management has long been recognized as a source of competitive advantage and one of the most important drivers of global competition.

Evans and Lindsay, 2005 :

Customer focus practices reflect the fundamental principle of quality management customers are the ultimate judge of quality performance.

Russell and Taylor, 2006 :

Product Quality encompasses the features and characteristics of a product or service that bears on its ability to satisfy stated or implied needs. In other words, product quality is defined as fitness for use or conformance to requirement

Phusavat and Kanchana, 2008 :

Quality therefore, is critical if manufacturers are to achieve world class manufacturing and it has been identified as a crucial factor for sustainable development of ASEAN manufacturers.

THE ELEMENT OF CARS BRAND : del Rio et al., 2001 :

At an emotional level a brand name may allow the brand to serve

functions in personal identification, social identification and status (symbol of power or social status, reflection of social approval, exclusivity, contribution of emotional experiences or technical superiority), product aesthetics may also contribute to this emotional appeal.

Fill, 2002 :
Awareness of a brand is not likely to be enough to ensure a brand success, as it is not in itself likely to be sufficient reason to purchase a product. Successful brands must offer superior value to consumers and differentiate an offering from those of competitors.

Keller, 2003 :
Famous brand names can disseminate product benefits and lead to higher recall of advertised benefits than non-famous brand names.

Haigh.,2007 :
He has proposed three definitions: trademark is a logo with associated visual elements, brand is a trademark with associated intellectual property rights, and branded business covers the whole organization.

Kandapa Thanasuta., 2009 :

Each brands passenger car market share is a reflection of consumers preferences over the different car brands. Among the top five brands sold in Thailand, four are Japanese and the other is an American brand. Having entered the Thai market five decades ago, Japanese cars are viewed as the first choice for most Thai consumers due to their affordable prices, good quality and exceptional after sales service.

RESEARCH METHODOLOGY

RESEARCH
Research and development is nowadays of great importance in business as the level of competition, production processes and methods are rapidly increasing. It is of special importance in the field of marketing where companies keep an eagle eye on competitors and customers in order to keep pace with modern trends and analyze the needs, demands and desires of their customers. Research can be defined as the search for knowledge or any systematic investigation to establish facts. The primary purpose for applied research (as opposed to basic research) is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. Basic research or fundamental research (sometimes pure research) is research carried out to increase understanding of fundamental principles. Many times the end results have no direct or immediate commercial benefits: basic research can be thought of as arising out of curiosity. However, in the long term it is the basis for many commercial products and applied research. Basic research is mainly carried out by universities.

Generally, research is understood to follow a certain structural process. Though step order may vary depending on the subject matter and researcher, the following steps are usually part of most formal research, both basic and applied:

RESEARCH PROCESS

RESEARCH METHODS
The goal of the research process is to produce new knowledge, which takes three main forms (although, as previously discussed, the boundaries between them may be obscure.):

Exploratory research, which structure and identifies new problems. Constructive research, which develops solutions to a problem. Empirical research, which tests the feasibility of a solution
empirical evidence. Research can also fall into two distinct types: using

Primary research (collection of data that does not already exist) Secondary
research) In social sciences and later in other disciplines, the following two research methods can be applied: research (summary, collation and/or synthesis of existing

Qualitative research (understanding of human behavior and the reasons

that govern such behavior)

Quantitative

research (systematic empirical investigation of quantitative

properties and phenomena and their relationships) Unfortunately, research and development are very difficult to manage, since the defining feature of research is that the researchers do not know in advance exactly how to accomplish the desired result.

STATEMENT OF PROBLEM

For being competitive, any organization should increase productivity and decrease the wastage ratio. This factor somewhat depend upon buying behavior of doctors (customers) towards Maruti Suzuki cars.

BUYING BEHAVIOR OF DOCTORS TOWARDS

MARUTI SUZUKI CARS

RESEARCH OBJECTIVES
An objective provides a specific direction to an activity. Objectives may range from very general to very specific, but they should be clear enough to point out with reasonable accuracy what researcher wants to achieve through the study and how it will be helpful to the decision maker in solving problem.

The objective of any research is basically divided into two categories:

PRIMARY

OBJECTIVE :

The main objective of this research is, to knowing the preference of doctors of Maruti Suzuki Cars.

SECONDARY

OBJECTIVE :

To find that whether the doctors are satisfied or not with the services. To check the degree of satisfaction level of doctors. To analyze the behavior of doctors towards cars. To analyze the factor which they choose the brand of cars.

RESEARCH DESIGN
The formidable problem that follows the task of defining the research problem is the preparation of design of the research project, popularly known as the research design. Decisions regarding what, where, when, how much, by what means concerning an inquiry or a research study constitute a research design. A research design is the arrangement of conditions for the collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. In fact, the research design is the conceptual structure within which research is conducted; it constitutes the blue print for the collection, measurement and analysis of data. There are numerous specific designs, which can be classified into four broad categories.

Descriptive Design:
The descriptive research designs enable researchers to described or present picture of a phenomenon or phenomena under investigation. The methodology involved in such designs is mostly qualitative in nature producing descriptive data i.e., peoples own written or spoken words and observable behavior.

Diagnostic Design:
Diagnostic refers to scientific differentiation among various conditions or phenomena for the purpose of accurately classifying these conditions. It consist of : the emergence of a problem, a diagnosis of its causes, formulation of all the possible avenues of remediation, and recommendations for a possible solution.

Exploratory Method:
The exploratory method represents the earlier stage of science. The major advantage of exploratory method lies in its ability to generate many ideas that could be further explored in more controlled conditions, apart from overcoming the most difficult portion of an inquiry, which is its initiation. This includes secondary data analysis experience surveys and focus groups.

Experimental Method:
An Experimental method is intended to demonstrate cause and effect relationship. Such a method can measure degree of change in one variable y when another variable x changes.

In context to this research study, I shall be undertaking EXPLORATORY METHOD of study to identify the behavior of doctors of cars using more of quantitative data.

SOURCES OF DATA
Collecting the required information from the right source is important. Sources from which the data are collected differ as per the requirement of researcher. Basically there are two types of data collection sources:

Primary

Sources:

Primary sources are original works of research or raw data without interpretation or pronouncements that represent an official opinion or position. Included among the primary sources are memos, letters, complete interviews or speeches, laws, regulations, court designs or standards, and most government data, including census, economic and labor data.

Secondary Sources:
Secondary sources are interpretations of primary data. Encyclopedias, textbooks, magazines, handbooks and newspaper articles, and most newscasts are considered secondary information sources.

SAMPLING DESIGN
A sample design is definite plan for obtaining a sample from a given population. It refers to the techniques or the procedure the researcher would adopt in selecting items for the sample. Sample design may as well lay down the number of items to be included in the sample i.e. the size of sample.

Sample size is determined before the data are collected. There are many sample designs from which a researcher can choose. Some designs are relatively more precise and easier to apply than other. Researcher must select the sample design, which should be reliable and appropriate for his research study.

There are different types of sample design based on two factors namelythe representation basis and element selection technique. On the representation basis, the PROBABILITY SAMPLING or NON-PROBABILITY SAMPLING. On the element selection basis, the sample may be either UNRESTRICTED or RESTRICTED. In context of this research study, I shall be using the Non-Probability Samplings representation basis and element selection technique would be unrestricted sampling .

DATA COLLECTION METHOD

The task of data collection begins after a research problem has been defined and research design/plan chalked out. While deciding about the method of data collection to be used for the study, the researcher should keep in mind two types of data i.e., primary and secondary. The primary data are those which are collected afresh and for the first time, and thus happen to be original in character. The secondary data, on the other hand, are those which have already been collected by someone by else and which have already been passed through the statistical process. Primary data are generally collected through observation method, interview method, questionnaire and schedule. Secondary data are generally collected through published data like books, magazines, newspapers, reports, journals, internet etc.

In context to this research study, I shall be collecting primary data by means of a survey. Questionnaires were prepared and doctors of JAMNAGAR were approached to fill up these questionnaires. The filled up information was later analyzed to obtain the required information.

DATA COLLECTION INSTRUMENT

The data collection instrument that I am using is questionnaire.

HYPOTHESIS FORMULATION
Hypothesis is usually considered as the principal instrument in research. Its main function is to suggest new experiments and observations. In fact, many experiments are carried out with the deliberate object of testing hypothesis. Decision-makers often face situations wherein they are interested in testing hypothesis on the basis of available information and then take decisions on the basis of such testing. Thus hypothesis testing enables us to make probability statements about population parameter(s). The hypothesis may not be proved absolutely, but in practice it is accepted if it has withstood a critical testing.

Procedure for testing hypothesis: (a) Null hypothesis and Alternate hypothesis: Alternate hypothesis is usually the one which one wishes to prove and the Null hypothesis is the one which one wishes to disprove. Thus, a null hypothesis represents all other possibilities. The Null hypothesis is generally symbolized as Ho and the Alternate hypothesis as H1. In context of this research project, the hypothesis formulation is as under:

Ho: To buy a car for private use different factors are not important. H1: To buy a car for private use different factors are important.

(b) The level of Significance: It is a very important concept in the context of hypothesis testing. It is always some percentage (usually 5%) which should be chosen with great care, thought and reason. The 5 percent level significance means the researcher is willing to take as much as a 5 percent risk in rejecting the null hypothesis (Ho). The level of significance taken is 5% or 0.05.

(c) The statistical test: The next step after deciding the level of significance is the determination of appropriate test for testing the hypothesis. Statisticians have developed several tests for the purpose of testing of hypothesis which can be classified as: (1) Parametric tests and (2) NonParametric tests. Parametric statistics are statistical techniques based on assumptions about the population from which the sample data are selected. Whereas, nonparametric statistics are z-test, t-test, chi-square test, f-test, ANOVA tests. These tests can be one tailed or two tailed tests.

In context of this research project: Statistical test used for testing the hypothesis is ANOVA test.

(d) Calculation of the test: One has then to calculate the probability that the sample result would diverge as widely as it has from expectations, if the null hypothesis were in fact true. (e) Comparing the probability: The last step consists of comparing the probability thus calculated with the value for alpha, the significant level. If the calculated probability is equal to or smaller than the alpha value in case of one-tailed test and alpha/2 in case of two-tailed test, then reject the null hypothesis i.e., accept the alternate hypothesis, but if the calculated probability is greater, then accept the null hypothesis. In case of ANOVA test both the F-ratios are compared with the corresponding table values, for given degrees of freedom at a specified level of significance. If the calculated value is less than the table value than the difference is considered insignificant or the calculated value is greater than or equal to the table value then the difference is considered to be significant.

LIMITATIONS OF THIS STUDY

Limitations are as follows:

Data collected is based on questionnaire. The number of sample size is limited by 100. The result would be varying according to the response and responded as
well as time.

Respondents

may not have given true and fair information, which

ultimately affects the interpretation and analysis of the research.

The scope of the research is very limited. The data analysis and interpretation done might not be very strong. The
research is done based on few automobile companies. So, a true picture of automobile industry of India may not be available.

DATA ANALYSIS AND INTERPRETATION

Q1. Do you own a car?

TABLE : 1 PERCENT Yes No 100 00 100

CHART : 1

Own a car

100%

0%

Yes

No

INTERPRETATION OF CHART : 1

From the above chart and table it is clearly evident that each and every doctor have own car whether it is Maruti or any other branded. So we can say that there is fully respondent have own their car.

Q2. Which brand do you have?

TABLE : 2 PERCENT Maruti Suzuki Hyundai Tata Ford Others 44 21 18 17 00 100

CHART : 2

Having Car Brand

Others 0%

Ford 17%
Tata 18%

Maruti Suzuki 44%

Hyundai 21%

INTERPRETATION OF CHART : 2

From the above chart and table it is clearly evident that 44% doctors prefer Maruti Suzuki, 21% doctors are prefer Hyundai car, 18% doctors prefer Tata and 17% doctors prefer ford. With the help of this data we can says that most of the doctors have Maruti car.

Q3. Which other car brands have you ever driven?

TABLE : 3 PERCENT Maruti Suzuki Hyundai Tata Ford 33 26 26 15 100

CHART : 3

Other car brands ever driven

Ford 15% Tata 26%

Maruti Suzuki 33%

Hyundai 26%

INTERPRETATION OF CHART : 3

From the above chart and table it is clearly evident that 33% doctors driven Maruti Suzuki, 26% doctors are driven Hyundai car, 26% doctors driven Tata and only 14% doctors driven ford. With the help of this data we can says that doctors driven many of companys car but Maruti is most driven car.

Q4. Do you think Maruti Suzuki have a wide variety of cars?

TABLE : 4 PERCENT Yes No 76 24 100

CHART : 4

Maruti Suzuki have a wide variety of cars

76%

24%

Yes

No

INTERPRETATION OF CHART : 4

From the above chart and table it is clearly evident that 76% doctor think that Maruti have wide variety of car or a least doctor believe say 24% that is not wide variety in Maruti car.

Q5. Do you think Maruti Suzuki is worth their price?

TABLE : 5 PERCENT Yes No 67 33 100

CHART : 5

Maruti Suzuki is worth their price

67%

33%

Yes

No

INTERPRETATION OF CHART : 5

From the above chart and table it is clearly evident that 67% doctor thinks that Maruti have worth their price or 33%of that believes that it is not worth price. So, most of the doctor think Marutis car worth in price.

Q6. Do you think Maruti cars are servicing better than other brand cars?

TABLE : 6 PERCENT Yes No 67 33 100

CHART : 6

Maruti cars are servicing better than other brand cars

67%

33%

Yes

No

INTERPRETATION OF CHART : 6

From the above chart and table it is clearly evident that 67% doctor thinks that Maruti cars are servicing better than other brands or 33% of that disagree with the statement that it is not servicing better than other brands. So, very few of them believe that Maruti are not providing better service.

If yes what could be the edge point?

TABLE : 7 PERCENT Fuel efficiency Interiors Looks After sales service Resale value Others 13 18 13 14 09 00 100

CHART : 7

If yes what could be the edge point

others 0%

Resale value 14% After sales service 21%

Fuel efficiency 19%

Interiors 27% Looks 19%

INTERPRETATION OF CHART : 7

From the above chart and table it is clearly evident that 13% of doctors edge point is fuel, 18% interiors, 13% looks, 14% after sales service, and 09% resale value. So, according to above variable doctors prefer Marutis car.

Q7. Who could be the nearest competitors of Maruti?

TABLE : 8 PERCENT Hyundai Ford Tata Others 35 34 31 00 100

CHART : 8

The nearest competitors of Maruti

Others 0%
Tata 31%

Hyundai 35%

Ford 34%

INTERPRETATION OF CHART : 8

From the above chart and table it is clearly evident that 35% of Hyundai, 34% ford, 31% Tata that are nearest competitors of Maruti. So, we can say that Hyundai is more competitive than Tata and ford to the Maruti.

Q8. What is the rationale behind choosing the above choice?

TABLE : 9 PERCENT Awareness Experience Recommendations Performance Brand image Others 11 18 22 13 36 00 100

CHART : 9

The rationale behind choosing the above choice

Others 0% Awareness 11% Brand image 36%

Experience 18%

Performance 13%

Recommendations 22%

INTERPRETATION OF CHART : 9

From the above chart and table it is clearly evident that 11% awareness, 18% experience, 22% recommendations, 13% performance, 36% brand image. So, we can clearly say that doctors are selecting the car on the basis of brand image that is suited their personality.

Q9. Select the statements you consider true in case of Maruti cars?
TABLE : 10 PERCENT Maruti cars are fuel efficient Maruti cars are competitively priced Maruti cars provide good comfort level Maruti cars have good resale value Maruti cars offer more variety of car models, colors etc. 100 22 27 14 20 17

CHART : 10

Select the statements you consider true in case of Maruti cars

Maruti cars are fuel efficient 17% 22%

20%
27%

Maruti cars are competitively priced Maruti cars provide good comfort level
Maruti cars have good resale value

14%

INTERPRETATION OF CHART : 10

From the above chart and table it is clearly evident that from the above statements most of the doctors say 27% that Maruti car are competitively priced and 22% of doctors feel Maruti car are fuel efficient. So, their area of selecting a car on the basis of price and fuel efficient

Q10. According to you, Maruti Suzuki cars are better in which of the following category?
TABLE : 11 PERCENT Small family car/ Hatch-back car Large family car/ Mid-size car Full-size car/ Sedan car Sport cars Others 26 20 35 19 00 100

CHART : 11

Maruti Suzuki cars are better in which category

Others 0%

Sport cars 19%

Small family car/ Hatchback car 26% Large family car/ Mid-size car 20%

Full-size car/ Sedan car 35%

INTERPRETATION OF CHART : 11

From the above chart and table it is clearly evident that according to most of the doctors as 35% say that full-size car/sedan car are suitable for them and some of them are feel that small-family car/hatch-back car suitable for them. But very few of them believe that sports car and large family car are better for them.

Q11. According to you why are Maruti cars successful?

TABLE : 12 PERCENT Awareness Positive word-of-mouth Performance Brand Image After sales service Others 18 32 15 24 11 00 100

CHART : 12

According to you why are Maruti cars successful?

After sales service 11%
Brand Image 24% Performance 15% Others 0%

Awareness 18%

Positive word-ofmouth 32%

INTERPRETATION OF CHART : 12

From the above chart and table it is clearly evident that very few of respondent like 11% saying that Maruti cars are successful because of their after sales service and most of the respondent saying that like 32% positive word of mouth and rest of the respondent think that according to awareness, performance and brand image Maruti cars are successful.

Q12. Do you think Maruti cars have sufficient color variations?

TABLE : 13 PERCENT Yes No 81 19 100

CHART : 13

Maruti cars have sufficient colour variations

81%

19%

Yes

No

INTERPRETATION OF CHART : 13

From the above chart and table it is clearly evident that 81% of respondent are agree with the statement that is Maruti have sufficient color variations but very few of them that is 19% of the respondent are not agree with the statement. So, most of respondent can have sufficient color variations in Maruti cars.

Q13. If opportunity arises in the future to buy a car, would you prefer to buy a Maruti car?
TABLE : 14 PERCENT Yes No 82 18 100

CHART : 14

Prefer to buy a Maruti car

82%

18%

Yes

No

INTERPRETATION OF CHART : 14

From the above chart and table it is clearly evident that 82% of the doctor would prefer to buy Maruti car and least that is 18% of the would not prefer such car. So, in future if opportunity arises than most of the doctors buy Maruti car.

Q14. Who will influence you when you buy or want to buy a car?
TABLE : 15 PERCENT Friends/family Brand representative Make my own choice Seller Advertisement 18 21 26 14 21 100

CHART : 15

Influence to buy a car

Advertiseme nt 21% Seller 14% Make my own choice 26%

Friends/family

18%
Brand representativ e 21%

INTERPRETATION OF CHART : 15

From the above chart and table it is clearly evident that 26% of doctor will influence by make their own choice, 21% of doctor with brad representative and advertisement and very few like 18% will influence to their friends and family and 14% will influence by seller. So, most of them will influence by their own choice as well as brand representative.

Q15. Among the following sources; which will you use for purchasing the car?
TABLE : 16 PERCENT Car magazines Friends and family members Newspaper advertising TV advertising or Internet Car shows 06 21 31 34 09 100

CHART : 16

Sources use for purchasing the car

Car magazines
9%

6% 21%
Friends and family members Newspaper advertising TV advertising or Internet Car shows

33%
31%

INTERPRETATION OF CHART : 16

From the above chart and table it is clearly evident that 34% of respondent will purchase car as a source for TV advertising and internet, 31% of them will purchase as a source for Newspaper advertising, 21% of them with friends and family and a least 9% with car show and 6% with car magazine. So, most of them are using a source that is TV advertising and internet.

Q16. Suppose if you are going to buy a car for your private use, rate following factors as important to you?

BRAND
TABLE : 17 PERCENT Very Important Important Neutral Unimportant Very Unimportant 61 32 07 00 00 100

CHART : 17

BRAND
61%

32% 7%
0% 0%

INTERPRETATION OF CHART : 17

From the above chart and table it is clearly evident that 61% of respondents say that brand is very important to buy a car, where 32% of them are says that it is important to buy a branded car and very few of them say 7% are with neutral that they do not see brand while purchase the car.

PRICE
TABLE : 18 PERCENT Very Important Important Neutral Unimportant Very Unimportant 17 47 32 04 00 100

CHART : 18

PRICE
47%

32% 17%
4% 0%

INTERPRETATION OF CHART : 18

From the above chart and table it is clearly evident that 17% of respondent think that price is very important, 47% of them think that it is important where 32% and4% of them think that it is neutral and not as much important. So most of the doctor thinks that price is important to purchase a car.

SAFETY
TABLE : 19 PERCENT Very Important Important Neutral Unimportant Very Unimportant 18 54 28 00 00 100

CHART : 19

SAFETY
54%

28% 18%

0%

0%

INTERPRETATION OF CHART : 19

From the above chart and table it is clearly evident that 18% of them are told that safety is very important in car which provided by company, 54% of them agree such statement that it is necessary where 28% of them think that whether safety there or not they may not affect them. So very few of them are neutral with the statement

SPEED
TABLE : 20 PERCENT Very Important Important Neutral Unimportant Very Unimportant 17 35 41 07 00 100

CHART : 20

SPEED
41% 35%

17% 7%
0%

INTERPRETATION OF CHART : 20

From the above chart and table it is clearly evident that 17% of the respondents agree the statement that it affects the speed, 35% of them agree that is important and 41% of them are with neutral where 7% very few of them are not agree that speed is not important to own a car.

PERFORMANCE
TABLE : 21 PERCENT Very Important Important Neutral Unimportant Very Unimportant 09 59 29 03 00 100

CHART : 21

PERFORMANCE
59%

29%

9%
3% 0%

INTERPRETATION OF CHART : 21

From the above chart and table it is clearly evident that 9% and 59% of respondents agree with the statement that it is important to see the performance of car, 29% of them are neutral and very few say 3% of them are not agree that performance does not matter while purchasing car.

TECHNOLOGY
TABLE : 22 PERCENT Very Important Important Neutral Unimportant Very Unimportant 62 38 00 00 00 100

CHART : 22

TECHNOLOGY
62%

38%

0%

0%

0%

INTERPRETATION OF CHART : 22

From the above chart and table it is clearly evident that 62% of respondents are think that technology is very important available in car and 32% of them agree with the statements. So all, respondents are agreeing with that technology should be there.

COLOR
TABLE : 23 PERCENT Very Important Important Neutral Unimportant Very Unimportant 02 17 62 19 00 100

CHART : 23

COLOR
62%

17% 2%

19% 0%

INTERPRETATION OF CHART : 23

From the above chart and table it is clearly evident that very few of respondents say 2% and 17% think that it is important in color while buying the car where majority of respondent say 62% think there is not necessary to see color while buying the car and 19% of them does not see color they just want to purchase the car.

SIZE
TABLE : 24 PERCENT Very Important Important Neutral Unimportant Very Unimportant 04 26 47 23 00 100

CHART : 24

SIZE
47%

26%

23%

4%

0%

INTERPRETATION OF CHART : 24

From the above chart and table it is clearly evident that very few of respondent say 4% and 26% looking for size of the car, where 47% of them does not agree with the statement that means they are neutral, and 23% of them are believe that it is not important to see size while purchase a car.

RESALE VALUE EQUIPMENT AND INTERIOR

TABLE : 25 PERCENT Very Important Important Neutral Unimportant Very Unimportant 16 51 28 05 00 100

CHART : 25

RESALE VALUE EQUIPMENT AND INTERIOR

51%
28%

16% 5%
0%

INTERPRETATION OF CHART : 25

From the above chart and table it is clearly evident that 16% of the respondents are looking for resale value equipment and their interior where 51% them are agree with the statement, while 28% of them are neutral with the statement and very few say 5% of them are think that it is not much important to see that factor.

EXTERIOR DESIGN
TABLE : 26 PERCENT Very Important Important Neutral Unimportant Very Unimportant 36 50 11 03 00 100

CHART : 26

EXTERIOR DESIGN 50%

36%

11% 3% 0%

INTERPRETATION OF CHART : 26

From the above chart and table it is clearly evident that 36% of respondent sees the exterior design while buying the car, 50% of them agree that it is important to see exterior design, while 11% of them are neutral and least are says that 3% that is not important to see the exterior design of the car.

HYPOTHESIS TESTING AND INTERPRETATION

HYPOTHESIS TESTING AND INTERPRETATION

Ho: To buy a car for private use different factors are not important. H1: To buy a car for private use different factors are important.

Source of Variation

SS

df
4 45

MS
2779.15 215.6311

F crit

Between Groups 11116.6

12.88845 2.578739

Within Groups

9703.4

Total

20820

49

From the above ANOVA analysis we can find that:

Differences concerning between groups are significant at 5% level as the calculated F ratio of 12.89 is greater than its table value of 2.58. Thus it is proved that we must reject the null hypothesis and accept the alternate hypothesis i.e., to buy a car for private use different factors are important. Here, different important factors are brand, price, safety, speed, performance, technology, color, size, resale value equipment and interiors and exteriors. Out of these different important factors 62% doctors says technology and 61% doctors says brand is very important for them when they are going to purchase a car for their private use.

CONCLUSION

MARUTI SUZUKI (ATUL MOTORS) is in fact a well-managed and disciplined organization. There is a harmonious and co-ordeal relationship between the management and its workforce. Its departments are increasingly using latest IT for accuracy, speedy data processing saving lots of time, energy and money. Workforce of the organization is adequate in quality and quantity.

Today, MARUTI SUZUKI (ATUL MOTORS) is poised to achieve newer heights in automobile sector in Jamnagar with special attention to customers satisfaction and delight. Just not a leading player in its sector but also an outstanding performer

So we can say that, with the help of all the data of research the Maruti Suzuki cars are sold more to comparing the others car brand.

FINDINGS
From the study, the researcher has outcome to know that the management has taken the best efforts to maintain cordial relationship with the customers (doctors). In each area, customer of different cars seems to be their choice. I have come to know that the customers (doctors) prefer different car according to their features, comfort and brand with measures provided by Maruti Suzuki. It is clearly evident that each and every doctor have own car whether it is Maruti or any other branded. So we can say that there is fully respondent have own their car.

It is clearly evident that 44% doctors prefer Maruti Suzuki, 21% doctors prefer Hyundai car, 18% doctors prefer Tata and 17% doctors prefer ford. And 33% doctors driven Maruti Suzuki, 26% doctors are driven Hyundai car, 26% doctors driven Tata and only 14% doctors driven ford. So we can say that doctors driven many of companys car but Maruti is most driven car. It is clearly evident that 76% doctor think that Maruti have wide variety of car or a least doctor believe say 24% that is not wide variety in Maruti car. And in other way 67% doctor thinks that Maruti have worth their price or 33%of that believes that it is not worth price. So, most of the doctor think Maruti s car worth in price with wide variety of cars.

It is clearly evident that 67% doctor thinks that Maruti cars are servicing better than other brands or 33% of that disagree with the statement that it is not servicing better than other brands. Where it is clearly evident that 13% of doctors edge point is fuel, 18% interiors, 13% looks, 14% after sales service, and 09% resale value. So, according to above variable doctors prefer Marutis car.

It is clearly evident that from the above statements most of the doctors say 27% that Maruti car are competitively priced and 22% of doctors feel Maruti car are fuel efficient. So, their area of selecting a car on the basis of price and fuel efficient. So each of the respondent looking for fuel efficient and reasonable price. It is clearly evident that 26% of doctor will influence by make their own choice, 21% of doctor with brad representative and advertisement and very few like 18% will influence to their friends and family and 14% will influence by seller. So, basis of their response we can say that they are influence with the various way as given above. It is clearly evident that 18% of them are told that safety is very important in car which provided by company, 54% of them agree such statement that it is necessary where 28% of them think that whether safety there or not they may not affect them. Where the other side it is clearly evident that 17% of the respondents agree the statement that it affects the speed, 35% of them agree that is important and 41% of them are with neutral where 7% very few of them are not agree that speed is not important to own a car. So some of them are looking for safety or speed.

SUGGESTIONS

I would like to suggest that 67% of doctors say Maruti cars are servicing better than other brand cars. So other competitors must have to find out the reason behind that why most of the doctors say Maruti cars are servicing better than the other brand cars.

We can see that out of 100% respondents 32% respondents are says Maruti cars successful only with the help of positive word - of - mouth. So, other competitors must have to find the reasons that why positive word - of - mouth that much help to Maruti Suzuki.

Out of 100% doctors 82% doctors are says that if opportunity arises in the future to buy a car, they would prefer to buy Maruti cars so other competitors have to find that why most of the doctors giving 1st preference to buy Maruti cars not any other car brands.

I would like to suggest that out of 100% doctors 34% are using TV advertisement or internet and 31% are using Newspaper advertising as a source which they use for purchasing a car. So, all automobile sectors must have to find that which sources are more and more beneficial to them to selling more cars.

APPENDICES

LIST OF TABLE AND CHARTS

Table and chart no. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Do you own a car? Which brand do you have? Which other car brands have you ever driven? Do you think Maruti Suzuki have a wide variety of cars? Do you think Maruti Suzuki is worth their price? Do you think Maruti cars are servicing better than other brand cars? If yes what could be the edge point? Who could be the nearest competitors of Maruti? What is the rationale behind choosing the above choice? Select the statements you consider true in case of Maruti cars?

Particular

Page no.

39 41 43 45 47 49 51 53 55 57

Table and chart no. 11. 12. 13. 14. 15. 16.
According to you, Maruti Suzuki cars are better in which of the following category? According to you why are Maruti cars successful? Do you think Maruti cars have sufficient color variations? If opportunity arises in the future to buy a car, would you prefer to buy a Maruti car? Who will influence you when you buy or want to buy a car? Among the following sources; which will you use for purchasing the car? Suppose if you are going to buy a car for your private

Particular

Page no.

59 61 63 65 67 69

17. 18. 19. 20.

use, rate following factors as important to you? BRAND PRICE SAFETY SPEED

71 73 75 77

Table and chart no. 21. 22. 23. 24. 25. 26.
PERFORMANCE TECHNOLOGY COLOUR SIZE RESALE VALUE EQUIPMENT AND INTERIOR EXTERIOR DESIGN

Particular

Page no.

79 81 83 85 87 89

QUESTIONNAIRE
Respected Sir, I, Kaushal Buddh, MBA student of, JVIMS College, Jamnagar doing a survey on Buying Behavior of Doctors towards Maruti Suzuki Cars I would be grateful to you if you would spare a few minutes to fill this questionnaire. Name Contact No. : Dr. :

1. Do you own a car? a. Yes No

2. Which brand do you have? a. Maruti Suzuki Tata Others, ______________ 3. Which other car brands have you ever driven? Hyundai Ford

a. Maruti Suzuki b. Tata

Hyundai Ford

4. . Do you think Maruti Suzuki have a wide variety of cars?

Yes

No

5. Do you think Maruti Suzuki is worth their price?

Yes

No

6. Do you think Maruti cars are servicing better than other brand cars? a. Yes No

If yes what could be the edge point? o Fuel efficiency o Looks o Resale value Interiors After sales services Other

7. Who could be the nearest competitors of Maruti?

a. Hyundai b. Tata

Ford Others

8. . What is the rationale behind choosing the above choice?

a. Awareness b. Recommendations c. Brand Image

Experience Performance Other

9. Select the statements you consider true in case of Maruti cars?

a. Maruti cars are fuel efficient b. Maruti cars are competitively priced c. Maruti cars provide good comfort level d. Maruti cars have good resale value e. Maruti cars offer more variety of car models, colors etc.

10.According to you, Maruti Suzuki cars are better in which of the following category? large family/Mid-size car Sport cars

Small family car/ Hatch-back car

Full-size car/ Sedan car Others

11.According to you why are Maruti cars successful?

a. Awareness

Positive word-of-mouth

b. Performance c. After sales service

Brand Image
Others, please specify___

12.Do you think Maruti cars have sufficient color variations? a. Yes No

13.If opportunity arises in the future to buy a car, would you prefer to buy a Maruti car? Yes No

14.Who will influence you when you buy or want to buy a car?

Friends/family Make my own choice Advertisement

Brand representative Seller

15.Among the following sources; which will you use for purchasing the car? (More than One choice) Car magazines Newspaper advertising Car shows

Friends and family members TV advertising or Internet

16.Suppose if you are going to buy a car for your private use, rate following factors as important to you? Very Unimportant Brand Price Safety Speed Performance Technology Colour Size Resale value Equipment Interior Exterior Design and Unimportant Neutral Important Very Important

17.Your suggestions regarding Maruti car?

Thank You for Your Response

GLOSSARY OF TERMS
SUV (SPORT UTILITY VEHICLE): It is generic marketing terms for a vehicle to a station wagon but built on a light truck chassis.

ISO: An ISO certificate is a document stating that a particular products, services or process complies with international standards, as defined by international organization for standardization. SEDAN CAR: A sedan car is passenger car in a three box configuration with principle volume articulated in separate compartments for engine, passenger and cargo. RESEARCH METHODOLOGY: Research methodology is a way to systematically solve the problem. It may be understood has a since of studying how research is done scientifically. QUESTIONNAIRE METHOD: In this method the researcher gets fill the questionnaire from the respondents are usually send through post to the respondents.

BIBLIOGRAPHY BOOKS:
Cooper, Donald R. & Schindler, Pamela S., Business Research Methods, New Delhi, Tata McGraw Hill Education Private Limited, 2010, Kothari, C. R., Research Methodology Methods and Techniques, New Delhi, New Age International P (Ltd) Publishers, 2006. Kotler, Philip., Marketing Management, 13th Edition, New Delhi, Dorling Kindersley (India) Pvt. Ltd. Year of Publication 2009. Ashwathappa , K., Human Resource and Personnel Management, 4th Edition, , New Delhi, Tata McGraw Hill Education private limited, 2005.

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