Objectives of the study

 To study the importance of advertisement.

 To study the impact of advertisement.
 To study the main factor in advertisement will affect on Suzuki bike sales.

Review of Literature
 As per Rafique et al, 2012 study suggest that advertisement is the best way to
communicate the public about the product. Also advertisement is going to influence
on the purchase behaviour of the people with different trend according to their
lifestyle.

 As per Liu SS 1995, study suggests that Advertising will facilitate in consumer
choice and also which enables the consumers to buy goods as per their right choice.
A good creative campaigns which the advertiser must matches per the customer
expectations will lead the success in creating a favorable attitude to lead a favorable
action from customer. Therefore any form of advertising attempts in converting the
prospects into customers.

 Gunjan baheti, 2012, research study concludes that advertisement involves

different rational and emotional appeals. Advertiser must try to concentrate on
creativity of ad with various mixture of appeals. As rational appeal focus mainly on
the benefits about the product. Advertisement also contains emotional appeals
which try to meet the consumer psychological, emotional & social requirement.

 As per Raju, 2013, study reveals that due to the remarkable boom in advancement
of technology, with these changes made the marketers easy to communicate about
product & share plenty of information through various communication channels.
Also it is highly difficult for advertisers to identify the right way of advertising in
different sources as per the customer preferences.
 According to Pope, 2009, research suggests that advertisement is going to shape the
consumer behaviour & motivate them to purchase the products. Also his research
found that repetitive advertisement is going to create image in the public mind
which helps them to purchase the product repetitively. Through advertisements
customer behavior shaped and they motivate to buy such products.

 MacKenzie, Lutz and Belch (1986) study explain the impact of advertising on
consumers’ attitudes. According to him consumer’s exposure to a particular ad will
triggers affective (feelings) and cognitive (thoughts) responses. Also these feelings
and thoughts will influence the consumer’s attitude toward the ad and the
cognitions that relate to the brand which also affect attitude toward the brand.

 As per Romaniuk & Sharp, 2004 study reveals about impact of advertisement on
the consumer perception & preferences. However ads will frequently divert the
consumer emotions towards the product. Also this Emotions and perception
regarding a particular product consist of various factors which affected consumer
mind in terms of its values and beliefs

 As per Abiodun, 2011, research explains the role of advertisement to carry message
to the far audiences. Advertisement is used to target the scatter mass audience &
increase the sales volume. It also proved to be very essential communication tool in
attractive the sales of brand, which is directly linked with the sales of the products.

 Alonge (2001) research feels that advertising is any paid form of communication
which is directed towards the consumers through various media sources to promote
the product/services.

 As per Philip Kotler, 2005 study concludes that various kinds or forms are used by
various companies to target or reach the target market.
 Eva-Lena 2006 study concludes that advertisement will influence all the local
target group in different sense, which impact on creating brand image & brand
equity. Advertisement also influences how the consumer perceives & influence
consumer preferences.

 Strout R (2008) study examines the use of various famous celebrities/personalities

in company advertising for their products will attract the public interest & influence
public image.

 According David H. Silvera, Austad B 2008, research topic have examined whether
consumers attitude will change toward the product due to the product endorsed by
celebrity. Also it will make the consumer like or dislike the product based upon the
celebrity endorsement.

 According to John Deighton study concludes that switching & repeat purchase will
be affected by advertising. Also the brand switching will be influenced by
advertisement for many purchase occasions.

 According to hye-Shin Kim, 2008, study concludes that advertisement influence

the behavior & its attitude. Many times its shapes the culture which builds strong
perception of the products in the customer minds.

Limitation of the study

 Insufficient data collection from target market due to limited sample Size.
 Inadequate time for research work due to 10 weeks assigned by university.
 Lack of information given by the respective department of companies employees.
 The research is limited to only specified area.
 Sample respondents will give bias answer or information.
Areas of operation:
There are several operated areas of Suzuki bikes but major areas of operation are
 Bangalore
 Hyderabad
 Delhi
 Chennai
 Kolkata
 Tirupathi

Infrastructural facilities:
 Mobility:
As all Automobiles have revolutionized the concept of mobility, with goods can
now easier than ever to move across various nearby geographic regions. From
past decades, improved transport infrastructures have led to counter-
urbanization—the migration of people, businesses, and industry from cities to
newly developed suburban areas. This trend is spreading to emerging
economies.
 Customer Support System:
As all Feedback in business is the blue print of its further progress. Based upon
this data/knowledge, they have always stressed their nerves to satisfy their
customer by rendering services requirement.
 Access To Latest Technology
As success in Technology up gradations and Know-how can easily unlock the
fortunes. As company can get uninterrupted information’s flow and data getting
hold of not only reduce the lead time to have access to the latest technology but
it also serve as a roadmap to the changing customer need.
 Employee development:
Organization's development will largely depend on change of specialized and
behavioral abilities of their representatives, as company try to enhance their skill
by proper training & workshops.
Growth & Prospects
 Two wheelers has dominate production volumes; in FY15, also the Market share
by volume (FY15) segment accounted about 79.17% of the total automotive
production in the country
 As India is world’s sixth largest vehicles manufacturer in global.
 India is the Asia’s accounted for 2nd largest two wheeler manufacturers & fifth
largest manufacturer of commercial vehicles, fourth largest manufacturer of
passenger car and the largest manufacturer of tractors.
 Two-wheeler segment has reported the fastest growth (20.1 per cent) in India
followed by three-wheelers (14.8 per cent) over FY05–16.
 Young population is boosting demand for bikes/cars. As greater access to credit
eases the purchase of two wheeler vehicles. The growing population, is a
important proportion of which will be of working age over the next decade, is
other source of demand to most 2 wheeler automobile companies.
 There is huge growth in the sales of gearless scooters; most of the scooters are in
the 75-125cc sub-segment, which often targeted at young generation in society.
 As India is largely a two-wheeler market (by volume) today, and given that
affordability is expected to continue as a major key issue for a large part of the
Indian market, also this trend is unlikely to alter over the medium term
regardless of entry/exit of new players.
 Many Government initiatives of India aims to make automobiles manufacturing

the main driver of Make in India‟ initiative, which expects passenger vehicles

market to triple to 9.4 million units by 2026, as highlighted in the Auto Mission
Plan(AMP) 2016-26.
Competitor’s information:
Bajaj Auto
It is one of the major two wheelers company. This company not only produces two
wheelers, but also familiar in three and four wheelers. Bajaj’s founder is Jamnalal Bajaj,
which he established company in place called Rajasthan during 1930s.

India Yamaha Motor

India Yamaha Motor is Indian splitting up of Yamaha Motor Company of Japan. The
company controls four percent of Indian motorcycle market and around 7.5 percent of
country’s scooter market. India Yamaha sells around 15,000 scooters per month.
Some of the company’s popular bikes are R15, Fazer, FZ16, SZ-X, SS 125, YBR 125,
YBR 110, and Crux. The company was recently in the headlines by launching YZF R1M
and R1 racing super bikes

TVS Motor Company

As TVS Motor Company TVS was set up in 1877 by T. V. Sundaram Iyengar in Madras.
From 1955, the company begins focusing more on automobile. It came in the attention
for the first time in 1980s, as it joined hands with Suzuki Motors & launched bikes like
Suzuki Shogun, Suzuki Fiero and Suzuki Samurai.
While Scooty brand started dominating the scooter segment almost two decades.
Nowadays brand still remains to be best choice for young college girls, and professional
women.

Honda Motorcycle and Scooter India

Honda Activa is the famous name that almost every Indian’s mind whenever he/she
starts thinking about buying a two wheeler. HMSI (Honda Motorcycle and Scooter India)
sells two lakh units of its Activa scooter in India each month.
As company dominated scooter major market for the first time in 1980s by joining hands
with Kinetic Engineering Ltd & launching Kinetic Honda gearless Scooters. This
partnership lasted almost from 1984-1998. Later, Kinetic was acquired by Mahindra
Motors, and the game was over for Kinetic. As On the other hand, Honda started
manufacturing and selling their own scooter- Honda Activa from year 2000 in the all
Indian market, and recovered its lost position in their scooter segment.

Mission
The “Mission Statement” established in 1962 which indicates the corporate policy of
Suzuki.
 Develop products of superior value by focusing on the customer.
 Establish a refreshing and innovative company through teamwork.
 Strive for individual excellence through continuous improvement.

Quality Policy
Suzuki Motorcycle is committed to deliver High Quality products and good after sales
service to ensure the customer delight through effective implementation of quality
management system. This, we shall achieve through:-
 Team work & interdepartmental communication.
 Continual improvement in all our business processes.

Awards & Recognition

 Highest ranked upper executive motorcycle in initial quality SUZUKI GIXXER /
GIXXER SF
 Time auto awards 2017 - motorcycle of the year up to 160CC SUZUKI
INTRUDER.
 Times auto awards 2017 - superbike of the year SUZUKI GSX-R1000R.
 Mortor vikatan - touring bike of the year 2018 SUZUKI INTRUDER.
 2018 Car & Bike awards - creative TV commercial of the year two-wheeler
SUZUKI ACCESS 125.
 Assocham auto forum awards 2017 - scooter of the year ACCESS 125.
 Best upper executive motorcycle in quality SUZUKI GIXXER/GIXXER SF -
India two wheeler IQS study.
 CNBC Overdrive viewer’s choice - scooter of the year 2016! New SUZUKI
ACCESS 125.
 Bike of the year SUZUKI GIXXER.