“a study on buying behavior of customer while purchasing four wheeler of maruti india ltd.”
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DECLARATION
I, MAKRUBIYA VIJAY B, here by declare that the project report
entitled A STUDY ON BUYING BEHAVIOR OF CUSTOMER
WHILE PURCHASING FOUR WHEELER OF MARUTI INDIA LTD
ON BEHALF OF KATARIA AUTOMOBILES LTD IN SURAT
CITY. under the guidance of Prof. MAHESH TRIVEDI submitted in
partial fulfillment of the requirements for the award of the degree of
Bachelor of Business Administration to Veer Narmad South Gujarat
University, Surat is my original work research study carried out during
1st February, 2006 to 31st March, 2006 and not submitted for the award of
any other degree /diploma/fellowship or other similar titles or prizes to any
other institution or organization or university by any other person.
Place: Signature:
Date: / /
Makrubiya Vijay B.
Roll No.- 54
March, 2006
PROF. V.B. SHAH INSTITUTE OF MANAGEMENT
& R.V. PATEL COLLEGE OF COMMERCE, AMROLI
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CERTIFICATE OF THE FACULTY GUIDE
This is to certify that the project report entitles A Study on
buying behavior of customer while purchasing four wheeler of Maruti
India Ltd on behalf of Kataria Automobiles Ltd in surat city. submitted
in partial fulfillment of the requirements for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION to VEER NARMAD
SOUTH GUJARAT UNIVERSITY, SURAT is a record of bonafide
research work carried out by Makrubiya Vijay B. under my supervision
and guidance.
Signature: Signature:
Prof. Mahesh Trivedi Co-ordinator
PROF. V.B. SHAH INSTITUTE OF MANAGEMENT
& R.V. PATEL COLLEGE OF COMMERCE, AMROLI
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ACKNOWLEDGEMENTI have undergone the project work at Kataria Automobiles Ltd. I
have collected the information, which is included in this report. I take the
opportunity to express the feeling of grateful towards Veer Narmad South
Gujarat University for providing the project work of T.Y.B.B.A
I also thank to Prof. SEHANAJ SEIKH the CO-ORDINATOR of
PROF. V.B.SHAH INSTITUTE OF MANAGEMENT & R.V. PATEL
COLLEGE OF COMMERCE for giving me an opportunity for project
work at Kataria Automobiles Ltd, and I also express my regard and gratitude
to my guide Prof. Mahesh Trivedi for his valuable guidance and help
through out my project.
I really thanks to Mr. Rohan Kataria (Managing Director of Kataria
Automobiles Ltd.) Director Mr. Rakesh Kataria and CEO of Kataria
Automobiles Ltd, Mr. Ankur and also Marketing Manager Mr. Amol
Vasavada for their co-ordination and help in accomplishing my project
report at this moment. I am also very much thankful to all those who
supported me during the deed of the project work.
Yours faithfully,
Makrubiya Vijay B.
T.Y.B.B.A (SemVI)
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(Roll No: 54)
PREFACE
I undertake writing of this report of the specialization report
because we are all of the very few students who are presently undertaking
education in the spare of bachelor of business administration which covers
total business activities.
As students of management, I must be encouraged by the
growth and rapid development taken place in the automobile sector, in India.
Still recently, management is growing baby. Keeping in mind the ever
development field of management and great demand for marketing in our
country, the university has arranged specialization program in many field of
management. Thus it is our moral and obligatory duty to take this part of our
studies with great enthusiasm and seriousness and give it the due
importance.
The reports give information about consumers while
purchasing car. The reports contain graphical representation & interpretation
with each graph and charts. For the preparation of this report. I have used
stratified random sampling method for our survey. I have taken guidelinesfrom sales department of Kataria Automobiles Ltd. By MR. Amol
Vasavada. This training proved to be an experience, which is required to
become a true student of management and administration.
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ASTUDY
ON
A STUDY ON BUYING BEHAVIOR OF CUSTOMER WHILE
PURCHASING FOUR WHEELER OF MARUTI INDIA LTD.
(On behalf of Kataria Automobiles Ltd in Surat city)
A Project Report submitted in partial fulfillment of the requirements
For the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
TO
Submitted By:
MAKRUBIYA VIJAY B.
T.Y.B.B.A (Sem VI) Roll No. 54
Under the guidance of
PROF. MAHESH TRIEDI
MR. Amol Vasavada
VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT
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Submitted To:
THE CO ORDINATOR
PROF. V.B. SHAH INSTITUTE OF MANAGEMENT
& R.V. PATEL COLLEGE OF COMMERCE
AMROLI (SURAT)
March 2006
1.1 BIRTHOFTHE CAR:
In 1769 the very first self-propelled car was built when Nicolas
Cugnot, a French military engineer designed a steam powered road-vehicle.
The vehicle was built at the Paris
Arsenal, and was used by the French Army to
move cannons. It had three wheels with the
engine in the front along with the boiler. While
Cugnot's 'car' was capable of attaining speeds of upto 6 kms/hour, it was far
too heavy and slow to be of practical use.
In 1771 he again designed another steam-driven engine that ran so
fast that it rammed into a wall, recording the worlds first accident.
In 1807 Francois Isaac de Rivaz designed the first internal
combustion engine. He to develop the worlds first vehicle to run on such an
engine, one that used a mixture of hydrogen and oxygen to generate energy,
subsequently used this.
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This spawned the birth of a number of designs based on the internal
combustion engine in the early nineteenth century with little or no degree of
commercial success. In 1860 thereafter, Jean Joseph Etienne Lenoir built the
first successful two-stroke gas driven engine. In 1862 he again built an
experimental vehicle driven by his gas-engine, which ran at a speed of 3
kms/hour. These cars became popular and by 1865 could be frequently
espied on the roads.
The next major leap forward occurred in 1876 when the four-stroke
engine was devised. Gottileb Damlier and Nicolas Otto worked together on
the mission till they fell apart.
Daimler created his own engines that he used both for cars and for the
first four wheel horseless carriage. In the meanwhile, unknown to them,
Karl Benz, was in the process of creating his own advanced tri-cycle, which
proved to be the first true car.
After all this experiments we can say that
the complete car was birth only in 1885 that the
first real car rolled down on to the streets. The
earlier attempts, though successful, were steam-
powered road-vehicles.
The season of experiments continued across the seas in the United
States where Henry Ford began work on a horseless carriage in 1890. He
went several steps forward and in 1896, completed his first car, the
Quadricycle in 1896. This was an automobile powered by a two-cylinder
gasoline engine. The Ford Motor Company was launched in 1903 and in
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1908 he catapulted his vehicle, Model T Ford to the pinnacle of fame.
Continuing with his innovations, he produced this model on a moving
assembly line, thus introducing the modern mass production techniques of
the automobile industry.
The modern car therefore comes from a long list of venerated
associates, and its heredity will, hopefully.
1.2 BEGINNING OF CAR IN INDIA
From the singsong rhythm of the bullock cart to the jet-age, India has
traveled a long way. An average Indians dream car may not be the design
Honda or the stately limousine, but he sure can dream, and afford, the
Maruti now.
It was in 1898 that the first motorcar rode down Indias roads. From
then till the First World War, about 4,000 cars were directly imported to
India from foreign manufacturers. The growing demand for these cars
established the inherent requirements of the Indian market that these
merchants were quick to pounce upon.
The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier
Autobackmobile (PAL) was established to manufacture automobiles in
India. However, it was PAL who produced the first car in India in 1946, as
HM concentrated on auto components and could produce their first car only
in 1949.
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It was left to another company, Mahindra and Mahindra (M&M) to
manufacture utility vehicles, namely the American Jeep.
In the 50s, the Government of India granted approval to only 7 car
dealers to operate in India - HM, API, ALL, SMPIL, PAL, M&M and Telco.
he protectionist policies continued to remain in place. The 60s witnessed the
establishment of the two-three wheeler industry in India and in the 70s,
things remained much the same.
1.3 EVENTS AND MILESTONES
A behind- the- scenes look into the making of one of India's most
vibrant industries. The landmarks along the way...
1928- The first imported car was seen on Indian roads
1942- Hindustan Motors incorporated
1944- Premier automobiles started
1948- First car manufactured in India
1953- The Government of India decreed that only those firms which have a
manufacturing program should be allowed to operate
1955- Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M and
TELCO received approval.
1960 - 1970 - The two, three wheeler industry established a foothold in the
Indian scenario.
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1970 - 1980 - Not much change was witnessed during this period. The major
factors affecting the industry were the implementation of the MRTP
Act( Monopolies and Trade Restrictive Practices Act), FERA (Foreign
Exchange Regulation Act) and the Oil Shock of 1973 and 1979.
1980 - 1990 - The first phase of liberalization was announced by the Govt.
-With the liberalization of the Government's protectionist policies, the
advantages hitherto enjoyed by the Indian car manufacturers like monopoly,
oligopoly, slowly began to disappear.
This period is also marked by the entry of a large number of firms inthe market. 4 Japanese manufacturers entered the Commercial Vehicle and
Two- Wheeler market.
The Government agreed to the demand for allowing foreign
collaboration in the automobile sector
The industry witnessed a resurgence due to major policy changes like
relaxation in MRTP and FERA, delicensing of some ancillary products,
broad banding of the products and modification in the licensing policy.
Also, the concessions it gave to the private sector and the new foreign
collaboration policy, all resulted in higher growth and better performance of
the industry than in the earlier decades.
The Government of India tied up with Suzuki Inc. of Japan which
produced India's most successful car- the Maruti.
1991 - Under the Govt.'s new National Industrial Policy, the license raj was
dispensed with, and the automobile industries were allowed to expand
freely.
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1993 - With the winds of liberalization sweeping the Indian car market,
many multinationals like Daewoo, Peugeot, general Motors, Mercedes-Benz
and Fiat came into the Indian car market.
1997 - The National Highway Policy was announced which will hopefully
have a positive impact on the automobile industry. The Government also
laid down the emission standards to be met by car manufacturers in India in
the coming millennium. There were two successively stringent emission
levels to be met by April 2000 and April 2005, respectively. These norms
were benchmarked on the basis of those already adopted in Europe, hence
the names Euro I (equivalent to India 2000) and the Indian equivalent of
Euro II.
1999 - The Honble Supreme Court passed an order directing all car
manufacturers to comply with Euro I emission norms (India 2000 norms) by
the 1st of May, 1999 in National Capital Region(NCR) of Delhi. The
deadline was later extended to 1st June, 1999.
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1.4 HISTORYOF MARUTI SUZUKI COMPANY :
Maruti Udyog Limited (MUL) was established in Feb 1981 through
an Act of Parliament, to meet the growing demand of a personal mode of
transport caused by the lack of an efficient public transport system.
Suzuki Motor Company was chosen from seven prospective partners
worldwide. This was due not only to their undisputed leadership in small
cars but also to their commitment to actively bring to MUL modern
technology and Japanese management practices (which had catapulted Japan
over USA to the status of the top auto manufacturing country in the world).
A license and a Joint Venture agreement were signed between Govt
of India and Suzuki Motor Company (now Suzuki Motor Corporation of
Japan) in Oct1982.
The objectives of MUL :
Production of fuel-efficient vehicles to conserve scarce resources.
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Production of large number of motor vehicles which was necessary
for economic growth
Maruti created history by going into production in a record 13
months.
On 14 December 1983, the then Prime Minister of India, Mrs
Indira Gandhi, released the first vehicle for sale by handing over the
keys of a Maruti 800 to Mr.Harpal Singh of Delhi.
Volume targets were routinely exceeded, and in March 1994, we
became the first Indian company to produce over one million
vehicles, a landmark yet to be achieved by any other car company in
India. Maruti is the highest volume car manufacturer in Asia, outside
Japan and Korea, having produced over 4 million vehicles by April
2003. And from 2005-06, Maruti Suzuki company is producing a car
in every 36 second.
Maruti (subsidiary of Suzuki), has made profits every year since
inception except 2000-01. In 2001-02, we made a profit (before tax) of Rs
1183 million. In 2002-03, the profit (before tax) rose to Rs 2821 million,
recording a growth of 138.4%over the previous year.
Maruti revolutionized the way Indians looked at cars. "No other car
company so completely dominates its home market" - (The Economist).
MUL is the first and only car company in the world to lead its home market
in terms of both market share and in the JD Power Customer Satisfaction
study (JD Power Asia Pacific 2000 India Customer Satisfaction studies). It
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is also the only car company in the world to be Top ranked four times in a
row (2000, 2001, 2002 & 2003).
1.5 COMPANY PROFILE
Board of Directors
Name Designation
Mr. Manvinder Singh Banga Director
Mr. Kumar Mangalam Birla Director
Mr. Kinji Saito Director Mr. R.C. Bhargava Director
Mr. Shinichi Takeuchi Joint Managing Director
Mr. Amal Ganguli Director
Ms. Pallavi Shroff Director
Mr. Shinzo Nakanishi Chairman / Chair Person
Mr. S.V. Bhave Director
Mr. Jagdish Khattar Managing Director
Mr. O Suzuki Director
Mr. Hirofumi Nagao Joint Managing Director Key Executives
Name Designation
Mr. S.Ravi Aiyar Company Secretary & Chief
Legal Officer
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1.6 History of Kataria Automobiles Ltd.
(An Authorized Dealer of Maruti Suzuki)
Kataria group has introduced, as one of the diversified business
enterprise, with the operation in the spanning field, from transport to the
telecom industry. Kataria started its operation and makes a name with the
transport business and very soon become one of the largest fleet in the
industry.
Than after Kataria group has take entry in automobiles industry, with
a two-wheeler dealership in 1983. After that we were developed ourbusiness with four-wheelers dealership of Maruti Suzuki Ltd at Dariapur
Darwaja in ahemdabad and it is the head-office of Kataria Automobiles Ltd.
The last decade has been us growing and to be one of the largest dealer of
Maruti Suzuki in India.
Now-a-days Kataria Automobiles has opened number of branches and
Workshops as below given table.
CITY NUMBER OF
SHOWROOMS
NUMBER OF
OUTLATES
NUMBER OF
WORKSHOPS
Ahemdabad 3 4 3
Surat 3 - 3
Bardoli 1 - -
Navasari 1 - 1
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Palanpur 1 - -
Anand 1 - 1
Vapi 1 - 1
Mahesana 1 - -
Valsad 1 - 1Nadiad 1 - -
We are ISO certified company with Quality system-ISO-9001-2000.
We are one of the Maruti dealer in Gujarat during course of time we
have grown as a company and having 2 Maruti Showroom. Two full-
fledged workshop at Surat One at Varachha and another at parlepoint
and shortly we are opening third at piplod.
J. D. Power Survey has rated us as No. 1 in CUSTOMER
SATISFACTION amongst all India Maruti dealers.
We have been awarded a prestigious PLANTIUM DEALERSHIP
award for continuously three years.
COMPANY PROFILE
Board of Directors
Name Designation
Mr. Rajendra Kumar Kataria Director
Mr. Rohan Kumar Kataria Director
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2.1 CONCEPT OF CONSUMER BUYING BEHAVIOR
The main aim of marketing is meet and satisfy target customers need
and wants buyer behavior refers to the peoples or organization conduct
activities and together with the impact of various influences on them
towards making decision on purchase of product and service in a market.
The field of consumer behavior studies how individuals, groups and
organizations select, buy, use and dispose of goods, service, ideas, or
experience to satisfy their needs and desires understanding consumer
behavior and knowing customer are never simple. The wealth of products
and service produced in a country make our economy strong. A behavior of
human being during the purchase is being termed as "Buyer behavior".
Customer says one thing but do another. They may not be in touch with their
deeper motivations. They are responding to influences that change their
mind at the last minute. A buyer makes take a decision whether save or
spend the money.
Definition of buyer behavior:
Buyer behavior is defined as "all psychological. Social and
physical behaviors of potential customers as they become aware of evaluate,
purchase, consume and tell others about products & service."
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MODEL OF BUYING BEHAVIOR
The wealth of product and services produced in a country make
our economy strong. Almost all the products, wish are available to buyers,
have a number of alternatives supplies that is substitute products are
available to consumers, who make a decision to buy a product. Therefore, a
seller most of his time seeks buyers and tries to please them.
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Marketing
stimuli
Other stimuli
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Buyers
Characteristic
Buyers
Decision process
Cultural
Social
PersonalPsychological
Problem
Recognition
Information searchEvaluation of
alternatives
Purchase decision
Buyers
decision
Product ch
Brand cho
Dealer ch
PurchaseTiming
Purchase
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2.2 FACTOR AFFECTING BUYING BEHAVIOR
1. Cultural Factors.
a. Culture: Culture is the most fundamental
determinant of a person wants and behavior. The growing child
acquires a set of values, perception, preference and behaviorsthrough his/her family and other key institution.
b. Sub-Culture: Each culture consists of
smaller subculture that provides more specific identification and
socialism for its members. Subculture includes nationalities,
religion and geographical regions. Many sub-cultures makes up
important market segments and marketers often design products
and marketing programs tailored to their needs.
c. Social Class: Social classes do not reflect
income alone but also other indicators such as occupation,
education and areas of residence. Social classes differ in their
dress speech, patterns recreational tailored to their needs.
2. Social Factors:
a. Reference Group: People are influence by
their reference groups frequently. Reference group expose an
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individual to know behave lifestyle and ours. They also influence
the persons attitude. There self- concept and they create peoples.
b. Family: The family is the most important
consumer buying organization in society and it has been
researched extensively. Family members, constitutes the most
influential, primary reference group. We can distinguish between
two families in the buyer behavior. The family of orientation
consists of ones parents and sub links. From parents a person
acquires an orientation towards religion, politics and economics
and sense of personal ambition. Self worth and love. a more directinfluence on every day buying behavior is ones family of
procreation namely ones spouse and children.
c. Role and Status: A person participates in
many groups throughout life, family, club, and organization. The
persons position in each group can be defined in terms of roles
and status.
3. Personal Factors:
a. Age And Life Cycle: People buy different
goods and services over their lifetime. They eat baby food in the
earlier most foods in the growing and mature year and special diet
in the later years. Peoples taste in cloth, furniture and recreation is
also age related.
b. Occupation: A persons occupation also
influences his/her consumption pattern. a blue color worker will
buy work cloth, work shoes and lunch box. A company president
will buy work expensive suit, air travel, and country club
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membership. A marketer trips to identify occupational group that
have above interest in their product and the service. Thus
computer software companies will design different computer
software for brand manager, engineer, lawyer and physician.
c. Lifestyle: People coming from the same sub
culture, social class and occupation may lead quite different life
styles. a persons life style is the persons patterns of living in the
world as in the persons activities, interests and opinions.
4. Psychological Factors:
a. Motivation: A person
has many needs at any given time some need are biogenic. They
arise from psychological status of tension such as hunger, thirst,
discomfort, other need are psychological needs. a motive is a need
that is sufficiently pressing to drive the person to act satisfying the
need reduce the felt tension.
b. Learning: Where,
people act they learn. Learning involves changes in an individuals
behavior arising from most humans produce through the interplay
of drives response and reinforcement demand for a product by
associating it with strong drives, using motivating and providing
positive reinforcement.
c. Beliefs And Attitude:
through during learning people acquire belief and attitudes. This in
terms influences their buying behaviors. A belief is a descriptive
though that a person hold about something. This belief may be
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based on knowledge, opinion or faith. They may or may not carry
on emotional charge.
An attitude is a persons evaluation, emotional, feelings
and action towards some object or idea. People have attitude
towards almost everything, religion, politics, cloth, music and so
on. Attitude put them into a frame of mind of linking or disliking
an object moving towards or away from it.
2.3 MODEL OF CONSUMER BUYING PROCESS
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Reorganization of
unsatisfied need
Identification OfAlternatives
Evaluation Of
Alternatives
Purchase Decision
Post Purchase Behavior
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1. Reorganization of unsatisfied need: When a person has an
unsatisfied need, the buying process begins to satisfy the nature of
high wants indicates the speed with which a person moves to fulfill
the unsatisfied wants which is of high pressing need on the basis of
need and its urgency from the order of priority. Marketers should
finish the information of selling points.
2. Identification Of Alternatives: Different alternatives are available in
market. The consumer knows about the brand of product. this gives
maximum satisfaction. There are many sources, friends, neighbor, etc.
and marketer, salesmen, advertising display, sales, promotion,
newspaper, television etc.
3. Evaluation Of Alternatives: This is a critical stage specially with
regard to costly items. Consumers have different views on different
alternatives. The attributes, tests, colors, price, durability, etc have
different preferences. All the details of the attributes ate provided by
the marketers on the basis of the number of alternatives.
4. Purchase Decision: By considering the likes and dislikes of
alternatives, one is about to take a decision as to buy or not to buy one
will consider with reference to product, type, price, quality, etc. A
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seller can facilitate such consumers to understand the product through
the product through advertisement.
5. Post Purchase Behavior: Feedback information is important as far as
seller is concerned. A brand preference naturally repeats sales to a
marketer. A satisfied buyer is a silent advertisement. If the purchase
brand fails to give the expected satisfaction to buyer, it affects the
sales negatively. A satisfying experience of buyer tends to strength
the brand preference.
3.1 PROBLEM IDENTIFICATION
Problem identification is one of the most important parts in
taking out a project report. As the problems are not identified in correct
manner a survey will not able to understand or it will be very difficult forhim to bring out the proper data and information from the project will know
all the problems, his work will become easier and he will come out an
appropriate data.
To learn the concept for attracting the buyers.
To learn the consumer behavior regarding cars.
To study the dominating factors responsible for
the market trend.
To identify the potential buyers.
To analyze the competitive market.
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3.2 OBJECTIVE OF STUDY
The main objective of this study is to study the consumer
buying behavior regarding cars.
To know which criteria consumer take in to consideration
while purchasing cars.
To know which type of payment they prefer while
purchasing car. Consumer attitude towards the maruti car
Assessing the main criteria to make maruti cars more
marketable.
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3.3 IMPORTANCE OF STUDY
This project report and survey is quite necessary as well as
important in the current market situation, many multi national companies
come into the market with wide range of models in cars, it is quit difficult
for any company to hold the market share, so this study helps to know the
cars.
Nowadays, new technology comes out frequently in
automobiles, so it is very difficult for the car markers to make a genuineproduct. So this study also emphasize that how far the new technology is
accepted by the consumers, so that company can prepare a genuine product
considering the prospective buyers, all over.
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3.4 LIMITATION OF STUDY
There are number of limitation but from them few are as below.
Some respondent may not give proper response
than it is totally useless.
The limit for the project is only 2 months.
The study is not cover whole population it is
limited only for east zone of surat city.
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4.1 MARKETING RESEARCH
MEANING: -
Marketing research involves the used of surveys, tests, and
statistical studies to analyze consumer trends and to forecast the qualitative
and locale of a market favorable to the profitable sale of products or service.
The social sciences are increasingly utilized in customer research.
Psychology and sociology, for example, by providing clues to peoples
activities, circumstances, wants, desires, and general motivation, are keys to
understanding the various behavioral patterns of consumers.
Attached with applications from the social science has been the
introduction of modern measuring methods when surveys are made to
determine the extent of markets for a particular product. These methods
include the use of statistics and the utilization of computers to determine
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trends in consumers desires for various products. Scientific analysis is
being used in such areas as product development, particularly in evaluating
the sales potential of new product idea. For example, use is made of
mathematical models, that is, theory-based projections of social behavior in
a particular important marketing decision, including those relating to the
type and extent of advertising, the allocation of salespeople, and the number
and location of warehouses.
Definition : -
Marketing reaches is a systematic and objective study of problems
pertaining to the marketing of goods and services. It may be emphasized that
it is not restricted to any particular area of marketing, but it is applicable to
all its phases and aspect.
The American Marketing Association (AMA) has defined marketing
research as follows.
Marketing research is the function which links the consumer,
customer and public to the dealer through information used to identify and
define marketing opportunities and problems, evaluate marketing actions,
monitor marketing performance and improve understanding of marketing as
a process.
Marketing research specifies the information required to
address these issues, designs the method for collecting information:
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manages and implements the data collection process; analysis the results:
and communicates the findings and their implications.
4.2 RESEARCH DESIGN
Definition :-
Kerlinger: research design is the plan, structure, and strategy
of investigation conceived so as to obtain answer to research questions &
control variance.
Marketing research design is the arrangement of events for
assembling and analyzing the data necessary to help identify or respondent
to a problem or opportunity, such that the dissimilarity between the cost of
obtaining various levels of accuracy and the expected value of the
information associated with each level of accuracy is maximized.
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According to Green and Tull A research design is the
specification of methods and procedures for acquiring the information
needed. It is the over-all operational pattern or framework of the project that
stipulates what information is to be collected from which sources by what
procedures.
4.3 CHOICE OF RESEARCH DESIGN
A research design specifies the methods and procedures for
conducting a particular study. The researcher should specify the approach be
intends to use with respect to the proposed study. Broadly speaking,
research design can be grouped into three categories exploratory research,
descriptive research and casual research.
Exploratory research: -
An exploratory research focuses on the discovery of ideas and is
generally based on secondary data. It is preliminary investigation, which
does not have a rigid design. This is because a researcher engaged in 80
exploratory study may have to change his focus as a result of new ideas and
relationship among the variables.
Descriptive research: -
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A descriptive study is undertaken when the researcher wants to
know the characteristics of certain groups such as age, sex, educational
level, income, occupation etc. In contrast to exploratory studies, descriptive
studies are well structured.
Casual research: -
It maybe emphasized that the main principle of a good research
design is that it must answer the questions posed earlier. Further, the
researcher should select the research design, which is appropriate in
achieving the objectives of the study. A point worth emphasizing here is that
there is no one best research design. There are several alternative methods
for solving a particular problem. Therefore the research should not be
deferred in the quest for the ideal research design. It is through experience
that one is able to select the most appropriate research design.
4.4 TYPES OF DATA COLLECTION
PRIMARY DATA
The data, which are collected first time either by the researcher
or by someone else especially for the purpose of study, are known as
primary data. For example, the demographic statistics collected every ten
years are the primary data with the registrar general of data.
Questionnaire:
It is a list of questions framed so as to get more information at a
time. It is just like a personal interview so mostly collected data are fact. I
think questionnaire is the best media for collect effective information.
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This method suggests that data are collected through personal
interview. If the researcher is a keen observer, with honesty he accurately.
While the observation method may be suitable in case of some studies.
Several things of interest such as attitudes, opinions, motivations and other
intangible states of mind cannot be observed. Another aspect of this method
is that it is non reactive as data are collected unobtrusively without the direct
participation of the respondent. This is a major advantage as the behavior
can be recorded without relying on reports from the respondents.
SECONDARY DATA
Any data that have been gathered earlier for some other
purpose are known as secondary data in the hands of the marketing
researcher. In compare those data that are collected at first hand either by
the researcher or by someone else especially for the purpose of study are
known as primary data. Thus, primary data collected by one person may
become the secondary data. For example, the demographic statistics
collected every ten years are the primary data with the registrar general of
India, but the same statistics used by anyone else would be secondary data
with that individual. There are certain distinct advantages, as also the
limitation, of using secondary data.
As a researcher, one should be fully aware of both the
advantages & limitations.
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4.5. SAMPLING PLAN
SAMPLING UNIT
The researcher must decide first the target population, i.e. who
is to be severed? The sampling unit is the basic unit containing the element
of the target population. For my research, the sampling unit is the consumer
buying behavior in east zone of surat city.
SAMPLING SIZE
Sample size can be defined on the basic of protesting of many samples after
pre testing of many persons. I have got 80% favorable case and 20% as
unfavorable case and the confident level of 5% (Z==1.96)
N = p*q (z/e)2
Where,
N = sample size,
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P = Probability of favorable customers.
Q = Probability of unfavorable customers.
Z = confident level,
E = Error
so,P = 0.80, Q = 0.20, Z = 1.96, E = 0.05
n = pq (Z/E)2
= 0.80 X 0.20 (1.96/0.05)2
= 0.16 (39.2)2
= 200 (randomly)
SAMPLE PROCEDURE:
Method for choosing the representative respondents call for inthis stage, i.e., how should the respondents be chosen? The sampling
procedure indicates how the sample units (200) are to be selected. I have
used Simple Random Sampling Method for surveying.
OCCUPATION WISE ANALYSIS
Occupation Respondent Percentage
Government 12 6%Service 44 22%
Shop keeper 103 51.5%
Business 41 20.5%
Total 200 100%
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OCCUPATION WISE ANALYSIS
6%
22%
51.50%
20.50%
0
20
40
60
80
100
120
Government Service Shop keeper Business
OCCUPATION
NO.OFRESPONDENT
COMMENT: -
The above chart indicates that the 6% Government worker, 22%
respondents are servicepersons, 51.5% respondents occupation is private
shop, 20.5% is related business
INCOME WISE ANALYSIS
Income No. of respondent Percentages
1,00,000 97 48.5%
2,00,000 49 24.5%
3,00,000 24 12%
4,00,000 18 9%
More than 4 lac 12 6%Total 200 100%
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INCOME WISE ANALYSIS
48.50%
24.50%
12% 9%6%
0
20
40
60
80
100
120
1,00,000 2,00,000 3,00,000 4,00,000 More than 4 lac
INCOME
NO.OF
RESPONDEN
COMMENTS: -
The above chart indicate that 48.5%, respondent annual income of 1
lacs, 24.5% of 2 lacs, 12% of 3 lacs, 9% of 4 lacs, 6% of more 4 lacs.
MEMBER IN RESPONDENTS FAMILY
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MEMBERS IN RESPONDENT FAMILY
13%
15%
21%
51%
7Mor
COMMENTS: -
Member in family Respondent Percentages
2 25 12.5%
3 30 15%
4 42 21%
More than 4 103 51.5%
Total 250 100%
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The above graph says that the family member having the more than 4
members shows more interest in purchasing the car.
VEHICLE OWNER WISE ANALYSIS
64%
6%
23%
7%
0
20
40
60
80100
120
140
NO.OFVEHICLE
Two wheelers Four wheelers Both None
VEHICLES
VEHICLE OWNER WISE ANALYSIS
COMMENTS: -
Above chart show that 64% of total respondent have two-wheeler, 6%
have four-wheeler, 23% have both and 7% have not any vehicle.
Vehicles Respondent Percentages
Two wheelers 128 64%
Four wheelers 12 6%
Both 46 23%
None 14 7%
Total 200 100%
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FROM WHERE RESPONDENT PURCHASED THIS
CAR?
86.50%
0%13.50%
0
20406080
100120140160180
NO.OF
RESPONDEN
Dealer Broker Financer
FROM WHERE PURCHASED
FROM WHERE PURCHASED THIS CAR?
COMMENT: -
The above graphs show that 86.5% of car purchase from dealer, 0%
from broker, 13.5% form financer.
DEALER WISE ANALYSIS
From where purchase Respondent Percentage
Dealer 173 86.5%
Broker 0 0%
Financer 27 13.5%
Total 200 100%
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DEALER WISE ANALYSIS
Katariya
44%
Kiran
16%
Dhruv
21%
Shivani
19%
COMMENT : -
Dealer Respondent Percentage
Katariya 76 43.93%
Kiran 28 16.18%
Dhruv 36 20.80%
Shivani 33 19.07%
Total 173 100%
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The above graph show that 43.93% have purchased car from Kataria
automobiles ltd, 16.18% from Kiran motors, 20.80% from Dhurv, 19.07%
from Shivani.
THE PERSON KNOW ABOUT THE KATARIA
PERSON KNOWN ABOUT KATARIA
AUTOMOBILES OR NOT?
YES
81%
NO
19%
COMMENTS:-
PERSON KNOWN ABOUT
KATARIA
AUTOMOBILES OR
NOT?
No. Of
Respondent
PERCENTAGE
YES 162 81%
NO 38 19%
TOTAL 200 100%
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The above graph indicates that 81% know about Kataria, 19% are not
known about Kataria.
SOURCES OF ADVERTISEMENT
SOURCES OF ADVERTIESMENT
29%
45%
8%
11%
7%
e u
Ne
M
3 Fr iends & R
COMMENT:
The above chart indicate that 28.5% of respondent knows about
kataria from banner, 46% from news paper, 6.5% from others, 11% from
friends & relatives, and 8% known from magazine.
Sources Respondent Percentages
Banner 57 28.5%
Newspaper 92 46%
Magazine 16 8%
Friends & Relatives 22 11%
Others 13 6.5%
Total 200 100%
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FROM WHICH COMPANY YOU LIKE TO BUY CAR
FIRST?
COMPANY /
RA
NK
1 2 3 4 5 6 To
Maruti Suzuki 57 42 38 27 23 13 200
Skoda 49 35 24 40 30 22 200
Ford 60 50 45 15 19 11 200
Hyundai 42 38 57 13 23 27 200
Mitsubisi 13 23 42 38 57 27 200
G. M. 53 40 35 49 14 9 200
Total 274 228 241 182 166 109 120
FROM WHERE YOU LIKE TO BUY?
0
10
2030
40
50
60
70
1 2 3 4 5 6
RANK
RESP
ONDEN
Maruti Suzuki
Skoda
Ford
HyundaiMitsubisi
G. M.
COMMENT:
From the analysis of above graph we can say that more respondent
give 1st rank to ford and 2nd is Maruti Suzuki.
REASON FOR FIRST PREFRENCE TO MARUTI
SUZUKIS PRODUCT
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SERVICES /
RA
NK
1 2 3 4 5 6 Tota
Less costly 53 38 35 49 14 11 200Comfortable 43 43 37 42 26 9 200
Status 57 13 23 27 42 38 200
Small parking 42 57 38 27 23 13 200
Fuel efficiency 28 38 57 24 12 41 200
Law maintenance 61 33 53 12 36 5 200
Services 43 37 26 9 43 42 200
Total 327 259 269 190 196 159 1400
REASON FOR FIRST PREFERENCE TO MARUTI
0 20 40 60 80
1
2
3
4
5
6
RESPONDENT
RANK
Law maintenance
Fuel efficiency
Small parking
Status
Comfortable
Less costly
COMMENT: From the above graph we analyze that respondents 1st
want law maintenance.
FIRST PREFERENCE CAR IN MARUTI SUZUKI
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FIRST PREFERENCE CAR IN MARUTI SUZULKI
11%
17%
4%
19.50%13.50%
19%
16%
0 10 20 30 40 50
ZEN
Wagon R
ALTOOmni Van
Baleno
Swift
Maruti 800
CA
RS
RESPONDENT
COMMENTS: -
It indicates that 16% respondent want to prefer Zen, 19% want to
prefer Wagon-R, 13.5% want to prefer Alto, 19.5% want to prefer Omni
Van, 4% want to prefer Baleno, 17% like to buy Swift, & 11% like to buy
Maruti - 800.
Car preference Respondent Percentages
ZEN 32 16%
Wagon R 38 19%ALTO 27 13.5%
Omni Van 39 19.5%
Baleno 8 4%
Swift 34 17%
Maruti 800 22 11%
Total 200 100%
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MODE OF PAYMENT
MODE OF PAYMENT
21%
79%
#
COMMENTS: -
The above chart indicates that the 79% want to purchase car through
loan, and 21% want to purchase a car through cash.
Mode of payment Respondent Percentages
Cash 42 21%
Loan 158 79%
Total 200 100%
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DO YOU WANT FINANCIAL ASSISTANT FROM
DEALER?
DO YOU WANT FINANCIAL ASSISTANT FROMDEALER?
30.50%
69.50%
0 50 100 150
YES
NO
RESPONSE
NO. OF RESPONDENT
COMMENTS:-
The above graph indicates that 69.5% wants financial assistant from
dealer and 30.5% does not required it.
WHOM DO YOU CONSULT BEFORE PURCHASING
CAR?
DO YOU WANT FINANCIALASSISTANT FROM
DEALER?
No. OfRespond
ent
PERCENTAGE
YES 139 69.5%
NO 61 30.5%
TOTAL 200 100%
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79.50%
9%0%
4% 7.50%
0
20
40
60
80
100
120
140
160
RESPONDENT
Family Friend Boss Nobody Others
WHOME TO CONSULT
WHOME DO YOU CONSULT BEFORE BUYING CAR?
COMMENTS: -
The above chart show that 79.5% consult his family, 9% consult to
his friends, 4% consult his nobody, 7.5% others and 0% boss.
Whom to consult Respondent Percentages
Family 159 79.5%
Friend 18 9%
Boss 0 0%
Nobody 8 4%
Others 15 7.5%
Total 200 100%
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WHEN DO YOU LIKE TO BUY A CAR?
When you like to buy car?
27.50%
40.50%
32%
0
10
20
30
40
50
60
70
80
90
On Social occation On special event of you
life
Any time
DIFFERENT EVENT OF LIFE
RE
SPONDENT
Comment :
The above chart indicate that 32% respondent like to buy on social
occasion, 40.5% respondent like to buy on special event of their life &
27.5% are ready to buy any time.
When you like to buy
car?
Respondent Percentage
On Social occasion 64 32%
On special event of you
life
81 40.5%
Any time 55 27.5%
Total 200 100%
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OCCUPATION Vs PREFERENCE OF CAR
Occupation ZEN
Wagon-
R ALTO
Omani
Van
Baleno Swift Maruti
- 800 T
Govt. 4 0 2 0 0 0 6
Service 0 18 10 0 1 10 5
Shop 27 13 10 20 4 18 11
Business 1 7 5 19 3 6 0
Total 32 38 27 39 8 34 22
OCCUPATIOIN V/S CAR PREFERENCE
0
5
10
15
20
25
30
ZEN Wagon-R
ALTO OmaniVan
Baleno Swift Maruti -800
CAR
OCCUPATION
Govt.
Service
Shop
Business
COMMENTS: -
Above chart shows that compact car mostly prefer by shop keeper &
most of government persons are not preferring car.
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OCCUPATION Vs OWNERS VEHICLES
Occupation
Two
Wheeles
Four
Wheelers Both
Non
Total
Govt. 5 3 4 0 12Service 30 3 7 4 44
Shop 70 0 23 10 103
Business 23 6 10 0 41
Total 128 12 46 14 200
OCCUPATION V/S OWNER'S OF VEHICLES
0 20 40 60 80
Two Wheeles
Four Wheelers
Both
Non
OWNER'SOFVEHICLES
OCCUPATION
Business
Shop
Service
Govt.
COMMENTS: -
From the chart I found that most of shopkeeper & service person
having two wheelers.
MODE OF PAYMENT V/S DIFFERENT EVENT
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MODE OF PAYMENT V/S DIFFERENT EVENT
010
2030
4050
60
70
80
On Social occation On special event
of you life
Any time
DIFFERENT EVENT
MODE
OFPAYMENT
Cash
Loan
COMMENTS: -
From the research I found that firstly respondent like to buy car on
special event of their life on loan & at the time of purchasing on cash
respondent will purchase any time.
HYPOTHESIS TESTING
EVENT / MODE OF
PAYMENT
Cash Loan Total
On Social occupation 4 60 64
On special event of you life 6 75 81
Any time 32 23 55
Total 42 158 200
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I have taken 20 sample before survey for pilot study in which
16 respondents are satisfied with Kataria Automobiles Ltd, a and 4
respondents are not satisfied with Kataria Automobiles Ltd.
P = 0.80
Q = 0.20
I have taken 200-sample size for survey; I have found 200
respondents are interested to buy a car.
n = 200
p = x/n
= 200/200
= 1
statement for Hypothesis testing
Ho: p = 0.80 The Consumers who are favorable.H1: p = 0.20 The Consumers who are not favorable.
Z cal. = | p-P |
PQ/n
= |1 0.80 |
0.80x0.20/250
= 0.20
0.025= 8
Z cal.= 8
Z cal.> 1.56 so, we reject null hypothesis
FINDINGS
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According to survey, I found that the 6% Government worker, 22%
respondents are service persons, 51.5% respondents occupation is
private shop, and 20.5% is related business.
It indicates that 16% respondent want to prefer Zen, 19% want to
prefer Wagon-R, 13.5% want to prefer Alto, 19.5% want to prefer
Omni Van, 4% want to prefer Baleno, 17% like to buy Swift, & 11%
like to buy Maruti - 800.
The above chart indicate that 28.5% of respondent knows about
kataria from banner, 46% from news paper, 6.5% from others, 11%
from friends & relatives, and 8% known from magazine.
The above graph show that 43.93% have purchased car from kataria
automobiles ltd, 16.18% from kiran motors, 20.80% from Dhurv,
19.07% from shivani.
According to survey, I found that family member having the more
than 4 members shows more interest in purchasing the car
According to survey, I found that 81% know about Kataria, 19% arenot know about Kataria.
According to survey, I found that 79% want to purchase car through
loan, and 21% want to purchase a car through cash.
SUGGESTIONS
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The study is not complete without suggestions. Some
suggestion is as follows.
1. The company should try to give more & more after sales services
because it may be helps to improve sales.
2. The company should introduce various promotion schemes for brand
building.
3. Acording to my view, Kataria Automobiles should be give more
advertisement in local news paper like a Gujarat samachar and
sandesh, then magazine because majority person read local newspaper
then magazine.
4. Many respondents said that Kataria Automobiles have to appoint
respected & responsible person who can complete work on time.
5. In todays competitive market company should analyze strategy of
rival company before making our strategy..
BIBLIOGRAPHY
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Reference Book Author Publication
Marketing research G C Beri Tata McGraw hill
Marketing management Philip kotler Person Education
Annual reportwww.marutiudhyog.com
http://www.marutiudhyog.com/http://www.marutiudhyog.com/