A

PROJECT REPORT
ON
BRAND LOYALTY
AT
MARUTI SUZUKI
Submitted
By
M.KOUSHIK
H.T.NO: 1325-18-672-197
PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE
OF

MASTER OF BUSINESS ADMINISTRATION

Department of Business Administration

AURORA’S PG COLLEGE (MCA)
RAMANTHAPUR
(Affiliated to Osmania University)
2018-2020
INTRODUCTION

Brand loyalty is defined as positive feelings towards a brand and dedication to purchase the
same product or service repeatedly now and in the future from the same brand, regardless of a
competitor's actions or changes in the environment. It can also be demonstrated with other
behaviors such as positive word-of-mouth advocacy. Brand loyalty is where an
individual buys products from the same manufacturer repeatedly rather than from other
suppliers. Businesses whose financial and ethical values, for example ESG responsibilities,
rest in large part on their brand loyalty are said to use the loyalty business model.

DEFINITION

Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or continue

to use the brand. It can be demonstrated by repeated buying of a product, service, or other
positive behaviors such as word of mouth advocacy. This concept of a brand displays
imagery and symbolism for a product or range of products. Brands can have the power to
engage consumers and make them feel emotionally attached. Consumer’s beliefs and
attitudes make up brand images, and these affect how they will view brands with which they
come into contact. Brand experience occurs when consumers shop or search for, and
consume products. Holistic experiences such as sense, relation, acting and feeling occur when
one comes into contact with brands. The stronger and more relational these senses are to the
individual, the more likely repeat purchase behavior will occur. After contact has been made,
psychological reasoning will occur, followed by a buy or not-buy decision. This can result in
repeat purchase behavior, thus incurring the beginning brand loyalty. Brand loyalty is not
limited to repeat purchase behavior, as there is deeper psychological reasoning as to why an
individual will continuously re-purchase products from one brand. Brand loyalty can be
shortly defined as the "behavioral willingness" to consistently maintain relations with a
particular brand. In a survey of nearly 200 senior marketing managers, 68 percent responded
that they found the "loyalty" metric very useful.

True brand loyalty occurs when consumers are willing to pay higher prices for a certain brand
and go out of their way for the brand, or think highly of it.
Core Concept of Marketing:

Marketing is a social and managerial process by which individuals and groups

obtained what they want through creating, offering and exchanging products of value with
others.

Needs, Wants and Demands

Products

Value, costs and satisfaction

Exchange and transaction

Market

Marketing and marketers

Services marketing

Services marketing, as the label suggests, relates to the marketing of services, as

opposed to tangible products (in standard economic terminology, a tangible product is called
a good).

A typical definition of a service (as opposed to a good) is thus:

 The use of it is inseparable from its purchase (,i.e. a service is used and consumed
simultaneously)
 It does not possess material form, and thus cannot be smelt, heard, tasted, or felt.
 The use of a service is inherently subjective, in that due to the human condition, all
persons experiencing a service would experience it uniquely.

As examples of the above points, a train ride can be deemed as a service. If one buys a train
ticket, the use of the train is typically experienced concurrently with the purchase of the
ticket. Moreover, a train ride cannot be smelt, heard, tasted or felt as such. Granted, a seat can
be felt, and the train can be evidently heard, nonetheless one is not paying for the permanent
ownership of the tangible components of the train.

Services (by comparison with goods) can also be viewed as a spectrum. Not all products are
pure goods, nor are all pure services. The aforementioned example of a train ride can be
deemed a pure service, whilst a packet of potato chips can be deemed a pure good. An
intermediary example may be a restaurant (as the waiter service is intangible, and the food
evidently is tangible in form).

NEED AND SCOPE OF THE STUDY:

Although at first sight, customer satisfaction seems easy to understand, it can actually
be difficult to define and sometimes even more difficult to measure. This research presents a
general, pragmatic approach to customer satisfaction measurement, including tips and
recommendations to help contact center professionals implement a brand new initiative or
improve an existing program.
In order to study the “Brand Loyalty” towards Maruti suzuki , Warangal which was
the dealer of Bajaj-Motor company for whole Warangal district.
 This research was done to evaluate the Brand Loyalty about the product and its
performance. For this purpose 100 Maruti suzuki owners were selected under convenience
sampling method and extracted necessary data from them.

OBJECTIVES OF THE STUDY:

The following are the important objectives of the study:
1. To study the Brand Loyalty towards motor cars
2. To find the customer satisfaction towards Maruti suzuki
3. To find out the services and benefits provided by the Maruti suzuki .
4. To know different brands which are preferred by customers in Maruti suzuki .
5. To offer some suggestion to improve the level of satisfaction of Maruti suzuki .

RESEARCH METHODOLOGY:
This chapter describes the methodology of the study. This project is based on
information collected from primary sources. After the detailed study, an attempt has been
made to present comprehensive analysis of Brand Loyalty in Maruti suzuki . The data had
been used to cover various aspects like consumer loyalty behavior and customer’s satisfaction
regarding Maruti suzuki . In collecting requisite data and information regarding the topic
selected, I went to the residents of Warangal and collected the data.
Survey design:
The study is a cross sectional study because the data were collected at a single point of time.
For the purpose of present study a related sample of population was selected on the basis of
convenience.
Sample Size and Design:
A sample of 100 people was taken on the basis of convenience. The actual consumers were
contacted on the basis of random sampling.
Research Period:
Research work is only carried for 5 or 6 weeks.
Research Instrument:
This work is carried out through self-administered questionnaires. The questions included
were open ended and offered multiple choices.
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
 Primary Source:
The primary data comprises information survey on “Brand Loyalty towards Bajaj with
Special Reference to Maruti suzuki ”. The data has been collected directly from respondent
with the help of structured questionnaires.
Secondary Source:
The secondary data was collected from internet, References from Library.
ARTICLE: 1

TITILE: An experimental investigation of BRAND LOYALITYin a controlled environment.

AUTHOR: Battalio, R. C., Kagel, J. H., Winkler, R. C., Fisher, E., Basmann, R. L.,

Krasner L. (1974)

JOURNAL: Consumer Research Published by

Volume: Vol. 1

Year and Date of Publication: 1974

ABSTRACT

This article analyzes 12 years of recent scholarly research on BRAND LOYALITYpublished

in the five leading international journals in this field. Analyzing academic contributions to a

specific area of research provides valuable insights into how it has evolved over a defined

period. The approach was to briefly discuss content analysis and its application in scholarly

literature review studies. The methodology used here involves the classification of topics to

evaluate key trends in BRAND LOYALITYliterature. It includes a ranking of topics

published, typology of the published articles, the research classification in terms of

methodologies, and analysis techniques. The most cited articles in the field and within each

journal are also examined. The comprehensive literature review of BRAND

LOYALITYresearch undertaken in this article could advance the discipline of BRAND

LOYALITYresearch by elucidating the evolution of BRAND LOYALITYliterature in the

studied period.
ARTICLE: 2
TITILE: A Study on Factors Influencing on Brand loyality
Author: Sunil Naranje and Sudarshan Pawar
JOURNAL: Research journal
VOLUME: 15
Year and Date of Publication: 2015
ABSTRACT
In Present Marketing Scenario, the Study of BRAND LOYALITY has become essential.
Consumers are the kings of markets. Without consumers no business organization can run.
All the activities of the business concerns end with consumers and consumer satisfaction.
Brand loyality study is based on brand loyality, with the customer has become an integral part
of strategic market planning. In order to develop a framework for the study BRAND
LOYALITYit is helpful to begin by complying the three distinct roles of user, payer and
buyer. Brand loyality side ring the factors which impacts on brand loyality as well as the
evolution of the field of consumer research and the different paradigms of thought that have
influenced the discipline. As described in this article, a set of dimensions can be identified in
the literature, which can be used to characterize and differentiate the various perspectives on
consumer research.

The objective of the research Endeavour is to achieve a better understanding of BRAND

LOYALITYwith the factors influence consumer buying processes. This article aims to
identify different streams of thought that could guide future consumer research.

This research paper mainly focuses on Automobile (Four wheeler) Customers and their
buying behaviour in Pune city. Descriptive type research design used in the study. Sample
size is 265 Customers who own a car. Convenience sampling technique is used in the
research. Data is collected through structured questionnaire. Data is analyzed through using
Excel and various statistical tools. Findings are derived from the data analysis and required
suggestions are given.
ARTICLE: 3

TITILE: Risk-Reduction Processes in Repetitive Brand loyality

Author : Jagdish N. Sheth, M. Venkatesan

JOURNAL: Marketing Research

VOLUME: Vol. 5, No. 3

Year and Date of Publication :Aug. 1968

ABSTRACT

This experimental study of consumer decision making over time explored risk-reduction

processes of information seeking, repurchases deliberation, and brand loyalty. Perceived risk

was manipulated by creating low-risk and high-risk groups. The task was to choose among

brands of hair spray. Results showed that information seeking and repurchase deliberation

declined over time and brand loyalty increased over time.

ARTICLE: 4

TITILE: Probabilistic Models of Brand loyality

Author: Alfred A. Kuehn B.S., M.S., Ph.D., Ralph L. Day, B.S., M.S., Ph.D.

JOURNAL: Day journalof marketing

VOLUME: Vol. 28, No. 4

Year and Date of Publication: Oct., 1964

ABSTRACT

Does it make sense to classify consumers as users and nonusers? As heavy and light users?

As users of brand X rather than brand Y?

Do American consumers fit into such neat categories? Or is it likely that their brand choice

behavior is more subtle, less susceptible to exact categorization?

This article shows how traditional, static approaches are inadequate for predicting consumer

behavior. It offers an alternative: the dynamic, probabilistic approach which can sharpen

analysis and yield better predictive models

ARTICLE: 5

TITILE : The Impact of Social Media Usage on Brand loyality

Author : Berger Paul D.

JOURNAL: The Impact of Social Media

VOLUME: vol. 5, issue 1

Year and Date of Publication: 2012

ABSTRACT

The use of social media is growing rapidly. For marketing professionals, social media is a

new outlet that can potentially be used to help increase the interest in a product or service. In

this paper, we report, analyze and interpret the results of a survey that asked several questions

concerning the relationship between social media use and the overall impact social-media

marketing has on purchase behaviour. In addition to demographics, key questions included

the membership status in several social-media sites and the frequency of visit to these sites as

well as the frequency with which selected opinions were expressed during these visits. Our

analysis provides preliminary statistical evidence to help evaluate the impact of social-media

usage on customer purchase. This has implications for customer lifetime value (CLV)

considerations, as well as related interest for advertisers deciding whether investments in

social-media are cost effective and if so, which ones?

 BIBLIOGRAPHY
BOOKS
1. PHILLIP KOTLER Principles of Marketing – 11thEditionPrentice Hall India.

2. PHILLIP KOTLAR Marketing Management Edition Prentice Hall India

3. V.S.RAMASWAMY & NAMAKUMARI Marketing Management -

7thEditionMillennium India Ltd.

4. RICHARD R STILL Sales Management -5thEditionPrentice Hall India.

5. G.C.BERI Marketing Research -6thEditionTata McGraw Hill Co.Ltd.

6. LUCK DAVID &ROBIN RONALD Marketing Research -7thEditionPrentice Hall

India.
Websites:
www.marutisuxzuki.com
 http://www.consumerpsychologist.com
JOURNALS
Belk, R.W. (1974), “An Exploratory Assessment of Situational Effects in Buyer Behaviour”,

Journal of Marketing Research, 11, May, pp. 156-163.

Solomon, M.R. (1995), Consumer Behaviour, 3rd Ed., Prentice Hall Stayman, D.M. and

Deshpande, R. (1989)

“Situational Ethnicity and Consumer Behaviour”, Journal of Consumer Research, 16,

December, pp. 361-37

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