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Research Methodology Page 1
Smt. K.G. Mittal Institute Of Management
Information Technology & Research
A project on
Research Methodology
Submitted to: - Prof. Annie Joseph
Submitted By:-Mr.Akash Rajendra Bang
Roll No:-28
MMS -1 (Sem-II)
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INDEX
Sr.No. Content Page.
No.
1 Executive summary 3
2 Research Methodology 5
3 Introduction to company 7
4 Company Product 11
5 Data Analysis 12
6 Statistical Test 24
7 Observation and Conclusion 26
8 Suggestion 27
9 Questionnaires 28
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Executive Summary
The aim of marketing is to meet and satisfy the needs and wants of
the customers. India has long-term potential to become a significant vehicle
market. It has huge population of nearly one billion people (of which 150-250
million are middle class), and a current vehicle population of 3.5 million
(equivalent to only 3.4 cars per 1000 people).In spite of numerous market
deterrents, the Indian automotive market has become the focus of attention as
several major auto manufacturers have announced large capital
investment plans to be carried out in the near future.
Prior to the early 90s there were only four car companies
manufacturing and selling cars in India. Foreign investment was effectively
banned and foreign technology transfers were subject to government approvals.
By 1993 the Indian government relicensed the Indian car industry, which eased
other foreign auto manufactures entry into the market first under joint
partnerships, then wholly owned subsidiaries. Currently, India is in the midst of
an economic-recovery where vehicle sales rose 47 percent to73, 000 units in
March 2000, up from 49,410 units in March 1999.
The Indian passenger car industry has grown more than ten times
in the last ten years with sales increasing to more than four-lack vehicle. Now a
days due to change in trends in the automobiles the market scenario is changing
on a rapid phase so the same case in the auto accessory market .People are more concern about good looks of the car and other features and
facilities. The huge demand in accessory market too, many of the car users go
for after market up gradation.
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Project Title:-
A study on Customers Attitude towards small cars of MARUTI
UDYOG LTD.
Keywords:-
Attitude Of customers towards Small Maruti Cars, Research about Maruti
SuzukisCar.
Objectives:-
1)To study the Customer attitude towards small cars and brand of MarutiUdyog Ltd.
2)The project helps to know organization improvement and quality ofservices.
3)To know the overall performance of Maruti Udyog Ltd.4)From this project we will come to know the satisfaction level of customer
using Maruti cars.
Problem Define
The research project starts with the clearly defining and understanding the
problem. Here, the research project is on the analysis of consumer
behaviour towards Newspaper.
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Scope of Study:-
This present area of study is proposed to highlight the
customers attitudes towards small cars of Maruti Udyog Ltd. Limited to Sangli
city.
Research Period:-
Reasearch work is carries out for 2 Weeks .
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Introduction Of Company:-
Maruti Suzuki India Limited (MSIL, formerly known as Maruti
Udyog Limited) is a subsidiary of Suzuki Motor Corporation, Japan. Maruti
Suzuki has been the leader of the Indian car market for over two and a half
decades. The company has two manufacturing facilities located at Gurgaon
and Manesar, south of New Delhi, India. Both the facilities have a combined
capability to produce over a 1.5 million (1,500,000) vehicles annually. The
company plans to expand its manufacturing capacity to 1.75 million by
2013.
The Company offers 15 brands and over 150 variants
ranging from people's car Maruti 800 to the latest Life Utility Vehicle,
Ertiga. The portfolio includes Maruti 800, Alto, Alto K10, A-star, Estilo,WagonR, Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Kizashi, Grand Vitara,
Gypsy and Ertiga. In an environment friendly initiative, in August 2010
Maruti Suzuki introduced factory fitted CNG option on 5 models across
vehicle segments. These include Eeco, Alto, Estilo, Wagon R and Sx4. With
this Maruti Suzuki became the first company in India to introduce factory
fitted CNG vehicles.
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Research Methodology Page 8
In terms of number of cars produced and sold, the
Company is the largest subsidiary of Suzuki Motor Corporation.
Cumulatively, the Company has produced over 10 million vehicles since the
roll out of its first vehicle on 14thDecember, 1983.
Maruti Suzuki is the only Indian Company to have crossed
the 10 million sales mark since its inception. In 2011-12, the company sold
over 1.13 million vehicles including 1, 27,379 units of exports. The
Company employs over 9000 people (as on 31st March, 2012). Maruti
Suzuki's sales and service network is the largest among car manufacturers in
India. The Company has been rated first in customer satisfaction in the JD
Power survey for 12 consecutive years. Besides serving the Indian market,
Maruti Suzuki also exports cars to several countries in Europe, Asia, Latin
America, Africa and Oceania.
Maruti Suzuki's revenue over the years:-
(Rs. in Millions)
Year Net Sales Year Net Sales
2006-07
2007-08
2008-09
1,45,922
1,78,603
2,03,583
2009-10
2010-11
2011-12
3,01,198
3,58,490
3,47,059
The company is listed on Bombay Stock Exchange and National Stock
Exchange.
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Company Profile:-
Board of Directors
Mr. R. C. Bhargava Mr. Shinzo Nakanishi
(Chairman) (Managing Director and CEO)
Mr. Amal Ganguli Mr. Keiichi Asai
(Director) Director & Managing
Executive
Officer
(Engineering)
http://www.marutisuzuki.com/board-of-directors-bhargava.aspxhttp://www.marutisuzuki.com/board-of-directors-bhargava.aspxhttp://www.marutisuzuki.com/board-of-directors-shinzo.aspxhttp://www.marutisuzuki.com/board-of-directors-shinzo.aspxhttp://www.marutisuzuki.com/board-of-directors-amal.aspxhttp://www.marutisuzuki.com/board-of-directors-amal.aspxhttp://www.marutisuzuki.com/board-of-directors-keiichi.aspxhttp://www.marutisuzuki.com/board-of-directors-keiichi.aspxhttp://www.marutisuzuki.com/board-of-directors-keiichi.aspxhttp://www.marutisuzuki.com/board-of-directors-amal.aspxhttp://www.marutisuzuki.com/board-of-directors-shinzo.aspxhttp://www.marutisuzuki.com/board-of-directors-bhargava.aspx -
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Ms. Pallavi Shroff Mr. Kazuhiko Ayabe
(Director) Director and Managing
Executive
Officer (Supply
Chain)
Awards and recognition :
The Brand Trust Reportpublished by Trust Research Advisory
has ranked Maruti Suzuki in the seventh position in 2011 and the sixth position
in 2012 among the brands researched in India.
Blue bytes News, a news research agency, rated Maruti Suzuki
as India's Most Reputed Car Company in their Reputation Benchmark Study
conducted for the Auto (Cars) Sector which launched in April 2012.
http://www.marutisuzuki.com/board-of-directors-pallavi.aspxhttp://www.marutisuzuki.com/board-of-directors-pallavi.aspxhttp://www.marutisuzuki.com/board-of-directors-Ayabe.aspxhttp://www.marutisuzuki.com/board-of-directors-Ayabe.aspxhttp://en.wikipedia.org/wiki/The_Brand_Trust_Reporthttp://en.wikipedia.org/wiki/The_Brand_Trust_Reporthttp://en.wikipedia.org/wiki/The_Brand_Trust_Reporthttp://www.marutisuzuki.com/board-of-directors-Ayabe.aspxhttp://www.marutisuzuki.com/board-of-directors-pallavi.aspxhttp://www.marutisuzuki.com/board-of-directors-pallavi.aspx -
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Companys product:
Suzuki Splash Maruti Suzuki Swift
DZire
Suzuki SX4 7thGeneration Suzuki Alto
Red Bull Maruti Suzuki Swift Maruti Gypsy
http://en.wikipedia.org/wiki/File:2007_Suzuki_Splash_01.jpghttp://en.wikipedia.org/wiki/File:2007_Suzuki_Splash_01.jpghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Swift_Dzire.jpghttp://en.wikipedia.org/wiki/File:2007_Suzuki_Splash_01.jpghttp://en.wikipedia.org/wiki/File:2007_Suzuki_Splash_01.jpghttp://en.wikipedia.org/wiki/File:Suzuki_SX4_Sport.jpghttp://en.wikipedia.org/wiki/Suzuki_Altohttp://en.wikipedia.org/wiki/File:Suzuki_Alto_2008_001.JPGhttp://en.wikipedia.org/wiki/File:Maruti_Swift_RedBULL.pnghttp://en.wikipedia.org/wiki/Maruti_Suzuki_Swifthttp://en.wikipedia.org/wiki/Maruti_Suzuki_Swifthttp://en.wikipedia.org/wiki/File:Wagahmps_(85).JPGhttp://en.wikipedia.org/wiki/Maruti_Gypsyhttp://en.wikipedia.org/wiki/Maruti_Gypsyhttp://en.wikipedia.org/wiki/File:Wagahmps_(85).JPGhttp://en.wikipedia.org/wiki/File:Maruti_Swift_RedBULL.pnghttp://en.wikipedia.org/wiki/File:Suzuki_Alto_2008_001.JPGhttp://en.wikipedia.org/wiki/File:Suzuki_SX4_Sport.jpghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Swift_Dzire.jpghttp://en.wikipedia.org/wiki/File:2007_Suzuki_Splash_01.jpghttp://en.wikipedia.org/wiki/File:Wagahmps_(85).JPGhttp://en.wikipedia.org/wiki/File:Maruti_Swift_RedBULL.pnghttp://en.wikipedia.org/wiki/File:Suzuki_Alto_2008_001.JPGhttp://en.wikipedia.org/wiki/File:Suzuki_SX4_Sport.jpghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Swift_Dzire.jpghttp://en.wikipedia.org/wiki/File:2007_Suzuki_Splash_01.jpghttp://en.wikipedia.org/wiki/File:Wagahmps_(85).JPGhttp://en.wikipedia.org/wiki/File:Maruti_Swift_RedBULL.pnghttp://en.wikipedia.org/wiki/File:Suzuki_Alto_2008_001.JPGhttp://en.wikipedia.org/wiki/File:Suzuki_SX4_Sport.jpghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Swift_Dzire.jpghttp://en.wikipedia.org/wiki/File:2007_Suzuki_Splash_01.jpghttp://en.wikipedia.org/wiki/File:Wagahmps_(85).JPGhttp://en.wikipedia.org/wiki/File:Maruti_Swift_RedBULL.pnghttp://en.wikipedia.org/wiki/File:Suzuki_Alto_2008_001.JPGhttp://en.wikipedia.org/wiki/File:Suzuki_SX4_Sport.jpghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Swift_Dzire.jpghttp://en.wikipedia.org/wiki/File:2007_Suzuki_Splash_01.jpghttp://en.wikipedia.org/wiki/File:Wagahmps_(85).JPGhttp://en.wikipedia.org/wiki/File:Maruti_Swift_RedBULL.pnghttp://en.wikipedia.org/wiki/File:Suzuki_Alto_2008_001.JPGhttp://en.wikipedia.org/wiki/File:Suzuki_SX4_Sport.jpghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Swift_Dzire.jpghttp://en.wikipedia.org/wiki/File:2007_Suzuki_Splash_01.jpghttp://en.wikipedia.org/wiki/File:Wagahmps_(85).JPGhttp://en.wikipedia.org/wiki/File:Maruti_Swift_RedBULL.pnghttp://en.wikipedia.org/wiki/File:Suzuki_Alto_2008_001.JPGhttp://en.wikipedia.org/wiki/File:Suzuki_SX4_Sport.jpghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Swift_Dzire.jpghttp://en.wikipedia.org/wiki/File:2007_Suzuki_Splash_01.jpghttp://en.wikipedia.org/wiki/Maruti_Gypsyhttp://en.wikipedia.org/wiki/Maruti_Suzuki_Swifthttp://en.wikipedia.org/wiki/Suzuki_Altohttp://en.wikipedia.org/wiki/Suzuki_SX4http://en.wikipedia.org/wiki/Maruti_Suzuki_Swift_DZirehttp://en.wikipedia.org/wiki/Maruti_Suzuki_Swift_DZirehttp://en.wikipedia.org/wiki/Suzuki_Splash -
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Data Analysis
Q.1 would you like to buy a small car or you have a small car?
Interpretation:
According to study Most of the respondent says that they are
having their Car.
Q.2 Which small car?
Interpretation:
A survey Says that the maximum people is having A Swift car, which have new
features. Now a days Maruti 800 is not preferred by the company.
32%
61%
7%
Like To Buy
Have
NO
5%
15%5%
35%
28%
12%Maruti 800
Zen
Wagon R
Swift
Alto
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3. Reason to prefer small car?
No. Of Customer Percentage Of CustomerAverage 32 53
Maintanance 15 25
Low Cost 6 10
Resale Value 7 12
Total 60 100
Interpretation:-
From above table & chart it is clear that most people choose small
car because of average. And second preferences given for the maintenance. It is
also found that the small cars are mostly preferred for local and travelling. Thecustomers trend of buying a car due to its low cost has changed as it is clear
from the above chart.
53%
25%
10%12%
Average
Maintainance
Low Cost
Resel Valu
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4. Why did you choose Maruti car?
No. Of Customer Percentage Of
CustomerBudget 18 30
Good Will 20 33
After Sale Service 12 20
Specific Car 10 17
Total 60 100
Interpretation:-
From the above table & chart it is clear that customer choose
maruti car because of good will of the company. The chart also represents more
people prefer the MARUTI-SUZUKI cars considering their some specific cars
because of their features and other aspects. The important aspect of choosing a
car is also the budget.
30%
33%
20%
17%
Budjet
Good will of Company
After Sales Services
Specific Car/Feature
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5. Which model do you have?
No. Of Customer Percentage Of Customer
Basic 13 11Standard 21 42
Top 26 47
Total 60 100
Interpretation:-
From the above table & chart it is clear that most of customers
have the top model of that specific car as compared to standard and basic model.
13
21
26
0 5 10 15 20 25 30
Basic
Standard
Top
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6. Your experience about company service?
No. Of Customer Percentage Of CustomerGood 45 75
Bad 2 22
Average 12 3
Total 121 100
Interpretation:-
From the above table & chart it is clear that customers experience
about companys after sales service is good. Some people are agree with
Company sevice
75%
3%
22%
Good
Bad
Average
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7. Is the small car comfortable?
No. Of Customer Percentage Of CustomerYes 55 92
No 5 8
Total 60 100
Interpretation:-
From above table & chart it is clear that mostly customers are
comfortable with their small car.
92%
8%
Yes
No
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Q.8. Is the small car suitable for long rout journey?
No. Of Customer Percentage Of Customer
Yes 34 63
No 6 27
Some 20 10
Total 123 100
Interpretation:-
From the above table & chart it is clear that many customers prefer
their small car for long route journey.
63%
27%
10%
Yes
No
Some
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Q.9 Which fuel car will you prefer to have?
No. Of Customer Percentage Of Customer
Petrol 38 64Diesel 16 25
Gas 6 11
Total 60 100
Interpretation:-
From above table & chart it is clear that many of customers prefer
petrol for their small car. Here, more improvements should be made in DIESEL
and GAS-KIT cars so that their sale increases.
64%
25%
11%
Sales
Petrol
Diesel
Gas-Kit
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Q.10 Are you satisfied with your car?
No. Of Customer Percentage Of Customer
Fully 41 68Average 14 23
Not Satisfied 5 9
Total 60 100
Interpretation:-
From above table & chart it is clear that mostly customers are
satisfied with their small car. But, about 30% of the people are not fully
satisfied which cannot be ignored.
68%
23%
9%
Fully
Average
Not Satisfied
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Demo Graphics
1. Age
2. Gender
0
5
10
15
20
25
15to25 25to35 35to45 45and above
Age
0 5 10 15 20 25 30 35 40 45
Male
Female
41
2.5
Gender
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3.Occupation
3. Income
60%
27%
5%8%
0%
Occupation
Service
Business
Housewife
Student
Others
0 5 10 15 20 25 30
0to2lac
2to4lac
4to6lac
6lac And Above
0
11
21
28
Income
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1.
T-TEST
/TESTVAL=0
/MISSING=ANALYSIS
/VARIABLES=Q.4 Q14
/CRITERIA=CI(.9500).
T-Test
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Reason 59 1.81 1.042 .136
Occupication 59 1.63 .927 .121
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference
95% Confidence Interval of the Difference
Lower Upper
Reason 13.371 58 .000 1.814 1.54 2.09
Occupication 13.488 58 .000 1.627 1.39 1.87
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2.
/VARIABLES=Q.4 Q9
/PRINT=SPEARMAN TWOTAIL NOSIG
/MISSING=PAIRWISE.
Spearmans Test
Correlations
Why did you choose Type of Fueal
Spearman's rho Why did you choose Correlation Coefficient 1.000 -.275*
Sig. (2-tailed) . .035
N 59 59
Type of Fueal Correlation Coefficient -.275* 1.000
Sig. (2-tailed) .035 .
N 59 59
*. Correlation is significant at the 0.05 level (2-tailed).
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Observations And Suggestions:-
Conclusion:-
From the research here we can come to the
conclusion that currently the small car industry in India is dominated
by maruti Suzuki cars.
Key finding which emerged for this study is that
swift and alto is the most preferred in this city and Rits is the least
preferred car among the consumer. This study reveals that the
customer choose this maruti cars because its give average and also
buy the cars of goodwill of company. Customer is fully satisfied from
the brand. Majority of the customer preferred the patrol car.
Customers are satisfied with cars. Study reveals that price is also one
of the most important criteria in the selection of car.
Findings:
Most of the customer have swift car of maruti brand. Majority of customer preferred petrol cars and buy the car because of the
brand.
They are fully satisfied with their cars.
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Appendix:-
Customers Attitude towards small cars of MARUTI
UDYOG LTD.
1. Would you like to buy a small car or you have a small car? Like to buy Have No
2. Which small car? Maruti 800 Zen Wagon R Swift Alto Others __________
3. Reason to prefer small car? Average Maintenance Low cost Resale value
4.
Why did you choose Maruti car? Budget Good will of company After sale service Specific car/ feature
5. Which model do you have? Basic Standard Top
6. Your experience about company service? Good Bad Average
7. Is the small car comfortable? Yes No
8. Is the small car suitable for long rout journey? Yes No Some
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9. Which fuel car will you prefer to have? Petrol Diesel Gas-kit
10. Are you satisfied with your car? Fully Average Not satisfied
11. What are the future improvements you expect in Maruti_Suzuki cars? Features Price Average Maintenance
DEMOGRAPHIC1. Age
15-25 25-35 35-45 45& above
2. Gender: Male Female
3. Occupation: Service Business Housewife Student Other (pls specify)_____________.
4. Income: 0 to 200,000 200,001 to 400,000 400,001 to 600,000 600,000 to