Documente Academic
Documente Profesional
Documente Cultură
ON
A STUDY ON COSUMER BEHAVIOUR TOWARDS MARUTI CAR
WITH SPECIAL REFERENCE TO SAGAR
Submitted in partial fulfillment of requirement for the degree of
MBA-III SEM.
SUBMITTED BY
ASIF NAGINA
TO
SWAMI VIVEKANAND UNIVERSITY, SAGAR (M.P.)
DECEMBER 2014
CERTIFICATE
This is to certify that Report entitled A STUDY ON CONSUMER BEHAVIOUR
TOWARDS MARITU CAR WITH SPECIAL REFERENCE TO SAGAR which is
submitted by MOHD. ASIF in partial fulfillment of the requirement for the award of
degree MBA. from SVN University Sagar is a record of the candidate own work
carried out my Supervision. The matter embodied in this report is original has not
been submitted for the award of any other degree
Date
Mentor Name
(MRS. NEHA DUBEY)
DECLARATION
This is to certify that Report entitled A STUDY ON CONSUMER
BEHAVIOUR TOWARDS MARITU CAR WITH SPECIAL REFERENCE TO
SAGAR which is submitted by me in partial fulfillment of the requirement for
the award of degree MBA from SVN University Sagar Comprises only my
original work and due acknowledgement has been made in the text to all other
material used.
( MOHD. ASIF)
............................................
(H.O.D & DEAN )
SWAMI VIVEKANAND UNIVERSITY SAGAR
PREFACE
Preparing a project of this nature is an arduous task and I was fortunate
enough to get support from a large number o persons. I wish to express my deep
sense of gratitude to all those who generously helped in successful completion
of this report by sharing their invaluable time and knowledge.
It is my proud and privilege to express my deep regards to Respected
HOD Dr. Pramesh Gautam, Head of Department of Business Management,
SWAMI VIVEKANAND UNIVERSITY SAGAR for allowing me to undertake
this project.
I feel extremely exhilarated to have completed this project under the able
and inspiring guidance of MRS. NEHA DUBEY She rendered me all possible
help me guidance while reviewing the manuscript in finalizing the report.
I also extend my deep regards to my teachers , family members , friends
and all those whose encouragement has infused courage in me to complete to
work successfully.
MOHD ASIF
MBA III SEM.
ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate
enough to get support from a large number o persons. I wish to express my deep
sense of gratitude to all those who generously helped in successful completion
of this report by sharing their invaluable time and knowledge.
It is my proud and privilege to express my deep regards to Respected,
Head of Department Dr.Pramesh Gautam, Department of Business Management
, SWAMI VIVEKANAND UNIVERSITY SAGAR for allowing me to
undertake this project.
I feel extremely exhilarated to have completed this project under the able
and inspiring guidance of He rendered me all possible help me guidance while
reviewing the manuscript in finalizing the report.
I also extend my deep regards to my teachers, family members , friends
and all those whose encouragement has infused courage in me to complete to
work successfully.
MOHD. ASIF
MBA III SEM.
CONTENTS
S.NO.
CHAPTER -1
CHAPTER-2
CHAPTER-3
CHAPTER-4
CHAPTER-5
CHAPTER-6
CHAPTER-7
CHAPTER-8
CHAPTER-9
CHAPTER-10
PAGE
COVER PAGE
PREFACE
DECLARATION
CERTIFICATE
INTRODUCTION
RATIONALE OF THE STUDY
SCOPE OF THE WORK
OBJECTIVE OF THE STUDY
LITERATURE REVIEW
RESEARCH METHODOLOGY
DATA INTERPETATION
RESULT AND FINDINDS
LIMITATION
SUGGESTION
CONCLUSION
BIBLIOGRAPHY
QUESTIONNAIRE
The following are a few examples of the benefits of the study of consumer
behaviour derived by the different categories of people:
1. A marketing manager would like to know how consumer behaviour will
help him to design better marketing plans to get those plans accepted
within the company.
behaviour
"Marketing
There are four major factors which influence the consumer buying behaviour
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.
CULTUREBasically, culture is the part of every society and is the
important
cause
of person
wants and
behavior.
The
geographic
regions,
racial
groups
etc.
SOCIAL FACTORS
REFERNCE GROUPSReference 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).
FAMILYBuyer 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 STATUSESEach person possesses different roles and status in the
society
depending
upon
the
groups,
clubs,
family,
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 CYCLEAge 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.
OCCUPATIONThe 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 CIRCUMCTANCESConsumer 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.
LIFESTYLELifestyle of customers is another import factor affecting the
consumer buying behavior. Lifestyle refers to the way a
motivated person is ready to act. How the motivated person actually acts is
influenced by his or her perception of the situation.
BELIEFS & ATTITUDESA 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
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-onyear (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.
Hyundai Motors
Tata Motors
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 a bleto capture 14% of the market. Mahindra & Mahindra have 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.
SAMPLE SIZE
The universe for the study consists of teachers community in faculty of
commerce Dayalbagh Educational Institute Agra. The number of respondents
included in the study was 12 out of 20 sample or universe for convenience in
evaluating and analyzing the data and because of time constraint.
well as the periods of consolidation that followed. The PPI dataset is augmented
by country-specific macroeconomic data and, where available, additional
project-specific data such as country growth and exchange rate information.
Analyzing and addressing stress also helps stakeholders enhance PPP's
attractiveness as an investment, by minimizing the fiscal and social impacts of
poorly designed and managed projects.
RESEARCH METHODOLOGY
primary data has been collected by interacting with various people. The
secondary data has been collected through various journals and websites and
some special publications of BIRLA.
SAMPLING
i.
Sampling Procedure
The sample is selected in a random way, irrespective of them being investor
or not or availing the services or not. It was collected through mails and
personal visits to the known persons, by formal and informal talks and
through filling up the questionnaire prepared. The data has been analyzed by
using the measures of central tendencies like mean, median, mode. The
group has been selected and the analysis has been done on the basis
statistical tools available.
ii.
Sample Size
The sample size of my project is limited to 200 only. Out of which only 135
people attempted all the questions. Other 65 not investing in MFs attempted
only 2 questions.
iii.
Sample Design
Data has been presented with the help of bar graph, pie charts, line graphs
etc.
Interpretation
Objective of the study : Consumer buying behavior towards small & medium
car segment
For this research project ,I choose the questionnaire as research tool and take 50
participants who either willing to buy a car or having a car in small and middle
segment. So the findings are as follows
Interpretation: Approx 79% participants are satisfied with their current car i.e. their
expectation are fulfilled by the car and rest are unsatisfied with their car
performance
Some factor like mileage ,performance and easy servicing fulfill their
expectation
Interpretation:Every person wants to buy a car for himself or for his family. My research is
focus on middle income prospects and thus
74% respondents are planning to buy a new car
26% respondents are not willing to buy new car in near future
Findings : In present Maruti is leading in small & medium car segment followed by
Hyundai
Existing customer are satisfied with their present car performance like
mileage ,servicing etc
In current scenario Maruti will be market leader followed by Hyundai
Middle class segment like to buy any brand due to mileage followed by
looks & style
They change their cars after two years or more, due to fed up with car and
for new advance technology
They highly influenced by family and friends while making purchase
Questionnaire
Objective: Consumer buying behavior towards small & medium car
segment
Q. 1 Do you use cars?
o Yes
o No
Q.2 Which car do you use?
Compa
ny
Model
Mar
uti
Honda
GM
TATA
Hyundai
o TATA
o Hyundai
If other, then please specify..
Q. 6 Why would you prefer the above mentioned car?
o Mileage
o Looks and style
o Comfort
o Service and spares
o Other
If other, then please specify..
Q.8. How frequently do you change your car? Why?
o 6-12 Months
o Up to 2 years
o More than 2 year
o Till the life of the bike
Reasons
Status
Fashion &
Trend
Advance
Technology
Fed up &
Reseal
Other
Personal Information:
Name
Occupation :
Age
Date :
Place :
1. 26-35 2. 36-45
3. Above 45
Signature