g1 hdfc bank project

8/12/2019 G1 HDFC Bank Project

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A

Project report

On

PROCESS OF HOME LOAN

FINANCING BY BANK

UNDERTAKEN IN

HDFC BANK LTD.

As prt!" #$"#!""%ent #or t&e 'r( o# MBA (e)ree $n(er B.R. A%*e(+r A)r

Un!,ers!t- A)r U.P.

( 2007 09)

Un(er t&e )$!(nce o# S$*%!tte( B-

Mr. Vivek Drivedi Km. Krishna Jaiswal

Roll No- 22

!"# $%D%M %ND J%'N 'N"'""! * &MM!R&!

+'N! M%N%,!M!N" !&NM'& %,R%

/


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CERTIFICATE

"o whom i ma1 onern

"his is o eri31 ha Km. Krishna Jaiswal Roll No. 22 o3 M+% is a +ona3ide re45lar

s5den o3 eh $adam &hand Jain 'nsi5e o3 &ommere +5siness Mana4emen

!onomis %4ra 3or he session 2007-09.

he has om6leed he s5mmer rainin4 6roe re6or eniled /PROCESS OF HOME

LOAN FINANCING BY BANK0 in he or4ani8aions HDFC Bn+ Lt(.as a 6ar

35l3illmen 3or he award o3 M+% de4ree 5nder +.R. %medkar %4ra niversi1 %4ra

.$.

' 3ind he researh re6or is 56 o sandard and ori4inal one.

!:e5ive Direor

2


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CERTIFICATE

"o whom i ma1 onern

"his is o eri31 ha Km. Krishna Jaiswal Roll No. 22 o3 M+% is a +ona3ide re45lar

s5den o3 eh $adam &hand Jain 'nsi5e o3 &ommere +5siness Mana4emen

!onomis %4ra 3or he session 2007-09.

he has om6leed he s5mmer rainin4 6roe re6or eniled /PROCESS OF HOME

LOAN FINANCING BY BANK0 in he or4ani8aions HDFC Bn+ Lt(.as a 6ar

35l3illmen 3or he award o3 M+% de4ree 5nder +.R. %medkar %4ra niversi1 %4ra

.$.

' 3ind he researh re6or is 56 o sandard and ori4inal one.

Mr. Vivek Drivedi

$roe 56ervisor

;


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DECLARATION

' here1 delare ha ' have arried o5 5mmer "rainin4 $roe on he o6i

eniled


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CONTENTS

%knowled4emen

!:e5ive 5mmar1

"heoreial &one6s

'nrod5ion? aemen o3 $rolem

o6e o3 he 5d1 'm6orane o3 he 5d1

eive o3 he 5d1

Researh Mehodolo41

'nrod5ion o3 he r4ani8aion

Daa $resenaion %nal1sis

*indin4s o3 he 5d1

Reommendaions

+ilio4ra6h1

%66endi:

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ACKNO1LEDGEMENT

' Kr!s&n 2!s'"3 M+% 5den in SPC2 Inst!t$te o# Co%%erce B$s!ness

Mn)e%ent 4 Econo%!cs3 A)r is hi4hl1 4rea35l o all hose who 45ided me in

om6lein4 his 6roe.

*irs o3 all ' wo5ld like o 6a1 m1 hearies hanks o es6eiall1 Mr. N,een

5Opert!on Mn)er6 HDFC Bn+ Lt(.3 Gor+&p$r who 6rovided me s5h a

wonder35l o66or5ni1 o do S$%%er Tr!n!n)and 6rovided heir val5ale s544esions

in 5ndersandin4 he work o3 Researh $roe.

Aas 5 no he leas ' wo5ld like o hanks all 3a5lies o3 SPC2 Inst!t$te o#

Co%%erce B$s!ness Mn)e%ent 4 Econo%!cs3 A)r who 4ave me he 5se35l i6s

and s544esions re4ardin4 6roe. ' wo5ld like o hanks m1 6roe s56ervisor Mr.

7!,e+ Dr!,e(! 3or im6arin4 her val5ale 45idane o me.

Bords an never e:6ress he dee6 sense o3 4rai5de ' 3eel 3or o5r M+%

&oordinaor Mr. Neerj G$pt3 who has een a onsan so5re o3 ins6iraion and

eno5ra4emen 3or me.

KRISHNA 2AIS1AL

MBA89r(SEM.

C


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E:ECUTI7E SUMMARY

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E:ECUTI7E SUMMARY

5mmer rainin4 is an ine4ral 6ar o3 M+% 6ro4ram i hel6s he s5den o 5ndersand

he 6raial as6e o3 3inanin4. "o 5ndersand he im6oran as6e o3 3inanin4 '

hoose HDFC Bn+ Lt(. Gor+&p$r*or m1 rainin4 whih is hard ore 3inanin4

om6an1.

'n he s5mmer rainin4 m1 6roe o6i was


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M1 oeive in his wo monhs s5mmer rainin4 is o s5d1 he 3aors whih

in3l5enes a 5somers o make heir 65rhase deision re4ardin4 6ersonal moor

vehiles.

"he main oeive o3 m1 s5rve1 is E-

o 3ind o5 he 4eneral im6ression o3 5somer owards mar5i 585ki and

anal18e is 6rolems and 3ind o5 6ossile sol5ions o rei31 heir 6rolems

"he mos e33eive media o3 6romoion.

"he markein4 si5aion o3 M%R"' FK' in ,orakh65r.

"o know he $5rhase $arameers o3 &5somers.

P$rpose

"his re6or aims o 5ndersandin4 he han4in4 d1namis o3 %5omoiles 'nd5sr1 in

'ndia. "his re6or also aims ali4nin4 he MARUTI SU;UKI 6raies wih he es

availale 6raies o3 ind5sr1.

Met&o(s

Desri6ive a66roah G5esionnaire

!:6loraor1 a66roah 'n3ormal 'nerview Be searh

*or in3ormaion ao5 'ndian dair1 marke earh hro54h 'nerne

*or marke d1namis in ,orakh65r marke 5rve1 Mehodolo41

'nl5din4 H5esionnaire I 'n3ormal inerview.

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THEORETICAL CONCEPTS

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THEORETICAL CONCEPTS

MARKETING MI:

Men!n) n( De#!n!t!on

Markein4 Mi: means o olle and mi: he reso5res o3 markein4 in he manner ha

oes o3 he ener6rise ma1 e ahieved and ma:im5m sais3aion ma1 e 6rovided o

he ons5mers. "he erm markein4 mi: is 5sed o desrie a ominaion o3 3o5r

elemens he 6rod5 6rie 6h1sial disri5ion and 6romoion. "hese are 6o65larl1

known as /Fo$r P


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P"ce $h1sial disri5ion is he deliver1 o3 6rod5s a he ri4hs ime anda he ri4h 6lae. "he disri5ion mi: is he ominaion o3 deisions relain4

o markein4 hannels sora4e 3aili1 invenor1 onrol loaion

rans6oraion wareho5sin4 e.

/2

Mr+et!n) M!=

$rod5

$rod5 varie1

G5ali1Desi4n

*ea5res

+rand Name$aka4in4

i8es

ervies

$rie

Ais 6rieDiso5ns

%llowanes

$a1men 6eriod&redi ards

$romoion

ales 6romoion%dverisin4

ales 3ore

$5li relaionsDire markein4

$lae

C&nne"s

&overa4e%ssormens

Aoaions

'nvenor1"rans6or


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Cons$%er Be&,!ors

What is Consumer Buying Behaviors?

De#!n!t!on o# B$-!n) Be&,!o$r3

+51in4 +ehavio5r is he deision 6roesses and as o3 6eo6le involved in 51in4 and

5sin4 6rod5s.

Nee( to $n(erstn(E

Bh1 ons5mers make he 65rhases ha he1 make

Bha 3aors in3l5ene ons5mer 65rhases

"he han4in4 3aors in o5r soie1.

&ons5mer +51in4 +ehavio5r re3ers o he 51in4 ehavio5r o3 he 5limae ons5mer. %

3irm needs o anal18e 51in4 ehavio5r 3orE

+51ersL reaions o a 3irms markein4 srae41 has a 4rea im6a on he 3irmLs

s5ess.

"he markein4 one6 sresses ha a 3irm sho5ld reae a marketing mix(MM)

ha sais3ies (4ives 5ili1 o) 5somers here3ore need o anal18e he wha

where when and how ons5mers 51.

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Markeers an eer 6redi how ons5mers will res6ond o markein4 srae4ies.

CONSUMER BEHA7IOR

&ons5mer ehavior is he s5d1 o3 he ehavior o3 ons5mers when he1 4o o 65rhase

somehin4 o sais31 heir needs and wans.

B$-!n) Mot!,es

% moive an e de3ined as a drive or an 5r4e 3or whih an individ5al seeks sais3aion.

' eomes a 51in4 moive when he individ5al seeks sais3aion hro54h he 65rhase

o3 somehin4.

+ehavior is a 4oal aivi1.

Fctors In#"$ences Cons$%er Be&,!or

&ons5mers ehavior is in3l5ened 1 5l5ral soial 6ersonal and 6s1holo4ial

3aors. &5l5ral 3aors e:er he roades and dee6es in3l5ene.

/>

Moive ? Need

(#5n4r1),oods

(*ood)+ehavior

,oal ($re6arin4)

,oal ahievemen

(!ain4)


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C$"t$r" Fctors &5l5re s55l5re and soial lass are im6oran in 51in4

ehavior.

/. &5l5re E &5l5re is he mos 35ndamenal deerminan o3 a 6ersons wans and

ehavior hro54h his or her 3amil1 and oher ke1 insin5aions. % hild

4rowin4 56 in he nied aes is e:6osed o he 3ollowin4 val5es E

ahievemen and s5ess aivi1 e33iien1 and 6raiali1 6ro4ress

maerial om3or individ5alism 3reedom e:ernal om3or h5maniarianism

and 1o5h35lness.

2. 55l5re E !ah 5l5re onsiss o3 smaller ha 6rovide more s6ei3i

ideni3iaion and soiali8aion 3or heir memers. 55l5re inl5de

naionaliies reli4ions raial 4ro56s and 4eo4ra6hi re4ions. Man1

s55l5res make 56 im6oran marke se4mens and markeers o3en desi4n

6rod5s and markein4 6ro4rams ailored o heir needs.

;. oial &lass E Vir5all1 all-h5man soieies e:hii soial srai3iaion.

rai3iaion someimes akes he 3orm o3 a ase s1sem where he memers

o3 di33eren ases are reared 3or erain roles and anno han4e heir ase

memershi6.

('') oial 3aors E 'n addiion o 5l5ral 3aors a ons5mers ehavior is in3l5ened

1 s5h soial 3aors as re3erene 4ro56s 3amil1 and soial roles and sa5ses.

/. Re3erene ,ro56s E % 6ersons re3erene 4ro56s onsis o3 all he 4ro56s ha

have a dire (3ae-o-3ae) or indire in3l5ene on he 6ersons ai5des or

ehavior.

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2. *amil1 E "he 3amil1 is he mos im6oran ons5mer 51in4 or4ani8aion in

soie1 and i has een researhed e:ensivel1. *amil1 memers onsi5e he

mos in3l5enial 6rimar1 re3erene 4ro56. Be an disin45ish eween wo

3amilies in he 51ers li3e.

;. Roles and a5ses E % 6erson 6arii6aes in man1 4ro56s 3amil1 l5s

or4ani8aions. "he 6ersons 6osiion in eah 4ro56 an e de3ined in erms o3 role

and sa5s.

(''') $ersonal *aors

% 51ers deisions are also in3l5ened 1 6ersonal haraerisis. "hese inl5de he

51ers a4e and sa4e in he li3e 1le o56aion eonomi ir5msanes li3es1le

and 6ersonali1 and sel3-one6.

%4e and sa4e in he 1le E $eo6le 51 di33eren 4oods and servies over a

li3eime. "he1 ear a1 3ood in he earl1 1ears mos 3oods in he 4rowin4 and

ma5re 1ears and s6eial dies in he laer 1ears. "ase in lohes 35rni5re

and rereaion is also a4e relaed. &ons5m6ion is sha6ed 1 he 3amil1

li3e1le. ome reen work has ideni3ied 6s1holo4ial li3e-1le sa4es.

Markeers 6a1 lose aenion o han4in4 li3e ir5msanes divore

widowhood remarria4e and heir e33e on ons5m6ion ehavior.

56aion and eonomi ir5msanes E 56aion also in3l5enes a

6ersons ons5m6ion 6aern. % l5e-ollar worker will 51 lohes work

shoes and l5nho:s.

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Ai3es1le E $eo6le 3rom he same s55l5re soial lass and o56aion ma1

lead H5ie di33eren li3es1les. % li3es1le is he 6ersons 6aern o3 livin4 in he

world as e:6ressed in aiviies ineress and o6inions.

$ersonali1 and sel3 one6 E !ah 6erson has a disin 6ersonali1 ha

in3l5enes 51in4 ehavior.

$s1holo4ial *aors E % 6ersons 51in4 hoies are in3l5ened 1 3o5r

maor 6s1holo4ial 3aors-moivaion 6ere6ion learnin4 and elie3s and

ai5des.

(i) Moivaion E % 6erson has man1 needs a an1 4iven ime. ome needs

are io4eni he1 arise 3rom 6h1siolo4ial saes o3 ension s5h as

h5n4er hirs disom3or.

(ii) $ere6ion E % moivaed 6erson is read1 o a. #ow he moivaed

6erson a5all1 as is in3l5ened 1 his or her 6ere6ion o3 he

si5aion.

(iii) Aearnin4 E Bhen 6eo6le a he1 learn. Aearnin4 involves han4es in

an individ5als ehavior arisin4 3rom e:6eriene. Mos h5man

ehavior is learned. Aearnin4 heoriss ha learnin4 is 6rod5ed

hro54h he iner6la1 o3 drives sim5li 5es res6onses and

rein3oremens.

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+elie3s and %i5des E "hro54h doin4 and aH5ire elie3s and ai5des. "hese in 5rn

in3l5ene 51in4 ehavior. % elie3 is a desri6ive ho54h ha he 6erson holds

ao5 somehin4.

St)es o# t&e Cons$%er B$-!n) Process

i: a4es o he &ons5mer +51in4 Deision $roess (*or om6le: deisions). %5al

65rhasin4 is onl1 one sa4e o3 he 6roess. No all deision 6roesses lead o a 65rhase.

%ll ons5mer deisions do no alwa1s inl5de all C sa4es deermined 1 he de2ree o3

om6le:i1...dis5ssed ne:. "he C sa4es areE

/. Pro*"e% Reco)n!t!on 5'reness o# nee(688di33erene eween he desired sae and

he a5al ondiion. De3ii in assormen o3 6rod5s. &an e sim5laed 1 he

markeer hro54h 6rod5 in3ormaion-- '.!. see a ommerial 3or a new 6air o3 shoes

sim5laes 1o5r reo4niion ha 1o5 need a new 6air o3 shoes.

2. In#or%t!on serc&8

'nernal searh memor1.

!:ernal searh i3 1o5 need more in3ormaion. *riends and relaives (word o3

mo5h). Markeer dominaed so5res om6arison sho66in4 65li so5res e.

% s5ess35l in3ormaion searh leaves a 51er wih 6ossile alernaives.

;. E,"$t!on o# A"ternt!,es nee(s o esalish rieria 3or eval5aion 3ea5res he

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51er wans or does no wan. Rank?wei4h alernaives or res5me searh. Ma1 deide

ha 1o5 wan o ea somehin4 s6i1. '3 no sais3ied wih 1o5r hoies hen re5rn o

he searh 6hase. &an 1o5 hink o3 anoher alernaive Aook in he 1ellow 6a4es e.

'n3ormaion 3rom di33eren so5res ma1 e reaed di33erenl1. Markeers r1 o

in3l5ene 1 3ramin4 alernaives.

>. P$rc&se (ec!s!on--&hoose51in4 alernaive inl5des 6rod5 6aka4e sore

mehod o3 65rhase e.

@. $5rhase Ma1 di33er 3rom deision ime la6se eween > @ 6rod5 availaili1.

C. Post8P$rc&se E,"$t!on--o5omeE ais3aion or Dissais3aion. Cognitive

Dissonance, have 1o5 made he ri4h deision. "his an e red5ed 1 warranies

a3er sales omm5niaion e.

T-pes o# Cons$%er B$-!n) Be&,!o$r

T-pes o# cons$%er *$-!n) *e&,!o$r re (eter%!ne( *-

Aevel o3 'nvolvemen in 65rhase deision. 'm6orane and inensi1 o3 ineres in

a 6rod5 in a 6ari5lar si5aion.

+51erLs level o3 involvemen deermines wh1 he?she is moivaed o seek

in3ormaion ao5 a erain 6rod5s and rands 5 vir5all1 i4nores ohers.

#i4h involvemen 65rhases--#onda Moorike hi4h 6ried 4oods 6rod5s visile o

ohers and he hi4her he risk he hi4her he involvemen. "16es o3 riskE

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$ersonal risk

oial risk

!onomi risk

T&e #o$r t-pe o# cons$%er *$-!n) *e&,!o$r re

Ro$t!ne Response Pro)r%%e( Be&,!o$r -- 51in4 low involvemen

3reH5enl1 65rhased low os iems need ver1 lile searh and deision e33or

65rhased almos a5omaiall1. !:am6les inl5de so3 drinks snak 3oods milk

e.

L!%!te( Dec!s!on M+!n) *$-!n) pro($ct occs!on""- --Bhen 1o5 need o

oain in3ormaion ao5 5n3amiliar rand in a 3amiliar 6rod5 ae4or1 6erha6s.

ReH5ires a moderae amo5n o3 ime 3or in3ormaion 4aherin4. !:am6les inl5de

&lohes know 6rod5 lass 5 no he rand.

E=tens!,e Dec!s!on M+!n)>Co%p"e= &!)& !n,o",e%ent 5n3amiliar e:6ensive

and?or in3reH5enl1 o54h 6rod5s. #i4h de4ree o3

eonomi?6er3ormane?6s1holo4ial risk. !:am6les inl5de ars homes

om65ers and ed5aion. 6end a lo o3 ime seekin4 in3ormaion and deidin4.

'n3ormaion 3rom he om6anies MM 3riends and relaives sore 6ersonnel e.

,o hro54h all si: sa4es o3 he 51in4 6roess.

I%p$"se *$-!n)3 no consc!o$s p"nn!n).

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'n order o 6rod5e s5ess35l ads 1o5 m5s 4ive 6eo6le e:al1 wha he1 wan.

"his arile will eah 1o5 wh1 6eo6le 51 he hin4s he1 do so 1o5 an desi4n

1o5r ads o 35l3ill hese needs.

MODEL OF BUYING BEHA7IOUR

2/

Mr+et!n)

St!%$"!

$rod5

$rie$lae$romoion

Ot&er St!%$"!

!onom1$oliial

&5l5ral"ehnolo4ial

B$-er


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STAGES OF CONSUMER BUYING PROCES

$rolem

reo4niion

'n3ormaionsearh

!val5aion o3alernaives $5rhas

deision

$os 65

ehavio

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CONSUMER BUYING BEHA7IOR

H!)& !n,o",e%ent Lo' !n,o",e%ent

&om6le: 51in4

ehavio5r

Varie1-seekin4

51in4 ehavio5r

Dissonane-red5in4

51in4 ehavio5r

#ai5al 51in4

ehavio5r

i4ni3ian

di33erenes eweenrands

*ew di33erenes

eween rands

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INTRODUCTION OF

THE PROBLEM

2>


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Intro($ct!on o# t&e pro*"e%

's needs o e em6hasi8ed a he ver1 o5se ha here is no 5ni3ied esed and 5niversall1

esalished heor1 o3 51er ehavio5r.wha we have oda1 are erain ideas on 51er

ehavio5r .some o3 hese ideas have aken heir 5e 3rom eonomisohers 3rom

6s1holo41and 1e ohers have drawn sim5laneo5sl1 3rom several o3 soial sienes. "h5s i is

an aem6 o s5d1 he ons5mer ehavio5r wih he hel6s o3 some markein4 one6. nder

he wo monh s5mmer rainin4 on he 6roe= 5somers 6ro3ilin4 and 65rhase 6arameer= '

have o anal1se all he 3aors whih in3l5enes he 65rhase 6aern o3 a 5somer and all he

3aors ha are res6onsile whih 3ores a 5somer o swih over oher om6an1 6rod5s.

'n mar5i s85ki' have o noie all he 3aors whih ara he 5somers and also have a lose

e1e on he makein4 srae41 o3 he rival.ho54h he s6an o3 wo monh is no a lon4 ime o

overs all he areas o3 ,orakh65rhowever es e33or have een made o make he re6or a

ori4inal one. "h5s s5d1 has een 5nderaken o know wha are 65rhase 6arameers o3

5somers or wha are he main rieria whih a 5somer akes ino onsideraions e3ore

makin4 an1 65rhase deisions. No do5 a5omoiles ind5sr1 has een inreasin4 ra6idl1 5

he main 3a is ha how hese ind5sr1 are sais31in4 5somers in ase o3 6ersonal mode o3

rans6orin hese ae4or1 mar5i 585ki is a leadin4 name no nl1 in 'ndia 5 also all over

he world.

' 3ae erain 6rolems while om6leion o3 m1 6roe work whih a33eed m1 re6or o a

e:en 5 even hen ' made m1 35ll e33or o 6re6are and 6resen e33eive re6or.

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Pro*"e%s re

"he om6an1 limis 6roes area.

$rikl1 hea season a33eed m1 workin4 a6ai1 and resried me o over disan

area enirel1.

*ew &5somer did no e:hii an1 ineres o 35l3ill he H5esionnaires and

inerviews.

' was no sim6l1 a H5esionnaires raher i also involves dire omm5niaion wih

he &5somer as inerviewin4 hem whih was edio5s as well as ime ons5min4.

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Scope An( I%portnce

O# T&e St$(-

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Scope An( I%portnce O# T&e St$(-

"he 6roe aims o 4e he s5den o5 o3 he lassroom and ino he real world o3 om6anies?

om6eiors markes mana4ers and 5somers. "he 6roe aims o 4e he s5den o5 o3 he

6assive mode o3 heav1 le5res hearin4 ao5 oher 6eo6le las e:6eriene and ino he aive

mode o3 heories 3or hemselves in solvin4 real 6rolems in real and live om6anies. Desriin4

he so6e o3 6ari5lar 6roe has di33eren dimensions as i reveals di33eren risis si5aion and

is sol5ion i is oh wa1 ene3iial 3or researher and 3or he man53a5rer servie 6rovider or

he om6an1.

Doin4 a 4ood researh involves ollein4 daa 3rom he 4en5ine reso5re wih 6ro6er

im6liaion ha leads o he om6an1 3or 355re orienaion. !:6eriene is a hild o3 "ho54h

and he "ho54h is a hild o3 %ion. %n e:6eriene is a name ever1 one 4ives o heir misakes.

*or a researher i o6ens he wa1 3or walkin4 ino e:6erienes. "he 5limae 4oal o3 a researh

is enormo5s wih is r5e sense. $h1siall1 and 6raiall1 i shows he 6oenial 3or he

om6an1 and researher.

Scope:

/. "he so6e o3 6roe was o olle daa 3rom he seleed area o3

GORAKHPUR n( %nal1sis si4ni3iane o3 olleed daa and he onl5sion.

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2. "he so6e o3 he 6roe hel6 in anal18in4 he 3aors whih in3l5ene he 51in4

ehavio5r o3 ons5mers.

;. "he so6e is s5h ha he s5d1 has een ond5ed 1 akin4 sam6les

3rom di33eren areas whih de6is he overall 6i5re.

>. "he res5l oained an 4ive an overview re4ardin4 he hoie and

$re3erene o3 ons5mers o3 MARUTI SU;UKIVehiles.

@. "he s5d1 an e hel635l in akin4 deision so as o im6rove he H5ali1

and servie.

C. "he s5d1 an e hel6 35ll in 6orra1 he role 6la1ed a eah levels in

di33eren areas.

7. "he s5d1 an also 6rovide he idea ao5 he marke srae41 ado6ed 1

om6an1.

I%portnce o# St$(-

"he main 65r6ose o3 s5d1 is o know he 65rhase 6arameers o3 ons5mer re4ardin4

M%R"' FK' ars. "he s5rve1 was ond5ed in ,R%K#$R area no all 5 onl1

some 6ars have inl5ded 3or s5rve1. D5e o shora4e o3 ime i was no 6ossile o over he

whole areas. "he 5somers o3 hese areas were ar4eed o 4e he 35ll in3ormaion ao5 he

6rod5s. "he ineraion wih he 5somers was hro54h dire meein4 $hone alls were 5sed

3or a66oinmens wih 5somers. "h5s he so6e o3 he s5d1 was om6leed wih he ime and

reso5res availale.

29


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OB2ECTI7E OF

THE STUDY

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OB2ECTI7E OF THE STUDY

"he s5d1 has een 5nderaken wih 3ollowin4 oeives.

"o know he 3aors whih in3l5enes a 5somers o make heir 65rhase deision.

"o know he 4eneral im6ression o3 5somers owards mar5i-s585ki

"o know he adverisin4 6romoional 6oli1 o3 om6an1

"o e:amine he markein4 srae41 o3 mar5i 5d1o4 limied.

"o e:amine he 3aors whih 3ores a 5somer o 65rhase oher om6an1 ars.

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RESEARCH

METHODOLOGY

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RESEARCH METHODOLOGY

Markein4 Researh is he akone o3 markein4. "he oeive o3 m1 researh is o

&"M!R $R*'A'N, $R%! $%R%M!"!R.

"he na5re o3 m1 researh is e:6loraor1 researh. 's 4oals o shed li4h on he real

na5re o3 he 6rolem and o s544es 6ossile seleion and is involves n5mer o3 se6s.

I. Define the Problem & esearch !b"ective:

Mana4emen m5s de3ine a 6rolem in roader wa1. +ea5se i is said ha de3inin4 he

6rolem is hal3 solved and he oeive o3 m1 researh is o s5d1 he ons5mer

6ere6ion ao5 Mar5i 585ki in 'ndian ons5mer ind5sr1.

II. Develop the esearch Plan

"he seond sa4e o3 markein4 researh alls 3or develo6in4 he mos e33iien 6lan 3or

4aherin4 he needed in3ormaion. Desi4nin4 he researh 6lan alls 3or deision on he

daa so5res Researh %66roahes Researh 'nsr5menal am6lin4 $lans &ona

Mehods.

56 Dt So$rces

' have olleed m1 researh daa 3rom seondar1 as well as 6rimar1 so5res 3rom

random sam6lin4 s5rve1.

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Pr!%r- Dt

6rimar1 daa are hose daa whih are olleed 3or he 3irs ime and are 3resh and h5s hese

daa ha66ens o e ori4inal daa in haraer.

Mosl1 in markein4 researh involves some 6rimar1 daa olleion 1 he H5esionnaire

S%p"e S!?e @

S%p"e Are Gor+&p$r

Secon(r- Dt

eondar1 daa are hose whih have alread1 een olleed 1 some one else and whih have

alread1 een 6assed hro54h saisial 6roess. eondar1 daa was olleed 1 he ooks and

wesies.

Ma4a8ines &aalo45e News6a6ers $rod5 $ro3ile 'nerne.

() Researh a66roahes$rimar1 daa an e olleed ino 3ive wa1s oservaions

3o5s 4ro56s s5rve1 ehavio5ral daa e:6erimens and here ' have 5sed s5rve1

researh.

TARGET MARKET

"he ar4e marke o3 o5r s5d1 was mainl1 onenraed o he reen ar 51erLs and he s5rve1

was ond5ed a he 6oin o3 65rhase.

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METHODOLOGY

"he ool 5sed 3or his researh is H5esionnaire adminisered and 3illed 1 inerviewees. "he

H5esionnaire was 16ed and 6resened o res6ondens in an arran4ed manner. 'n his 6roess he

6ersonal inerview ame ver1 hand1 in e:6lainin4 he res6ondens he e:a lis o3 H5esions or

i3 he1 3ae an1 6rolem while answerin4 he H5esionnaire or in lari31in4 an1 on35sion he1

had. $ersonal inerviews 6rovided 3le:iili1 in he sense ha he researher was ale o 6rovide

35rher lari3iaion or e:6lanaion whenever reH5ired.

*ollowin4 3as were ke6 in mind while 6re6araion he H5esionnaireE

/. "he H5esionnaire is in an eas1 lan45a4e

2. Ma:im5m H5esions are o3 m5li6le hoie H5esions and here an e more han one

answer 3or mos o3 hem

;. "he ommens and s544esions were o6en-ended H5esions so ha he res6onden o5ld

elaorae 56on his ho54hs

>. "he si8e o3 he H5esionnaire is no oo lon4. "his is o make he o 3easile oh 3or he

res6ondens and researher

THE RESEARCH

A!% "he aim o3 he researh was o s5d1 he 3aors whih a 5somer 6ereives in a ar and

he so5res as well as he knowled4e whih he ons5mer em6lo1s in 4aherin4 in3ormaion 3or

he 6rod5 he is 6lannin4 o 65rhase.

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Un!,erse "he 5niverse means he se o3 oes or 6o65laion amon4 whih he researh is o

e ond5ed. "he 5niverses o3 his ask onsi5e all he 6eo6le who have reenl1 65rhased

heir ars.

S%p"!n) Proce($re "he sam6le desi4n ado6ed was H5esionin4 51ers a he 6oin o3

65rhase.

RESEARCH

esearchin ommon 6arlane re3ers o a searh 3or knowled4e. ne an also de3ine researh as

a sieni3i and s1semai searh 3or 6erinen in3ormaion on a s6ei3i o6i. 'n 3a researh is

an ar o3 sieni3i invesi4aion. "he advane learners diionar1 o3 5rren !n4lish la1s down

he meanin4 o3 researh as


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"he main oeives o3 researh are as 3ollows

"o 4ain 3amiliari1 wih he 6henomenon or o ahieve new insi4h in o i.

"o 6orra1 a5rael1 he haraerisi o3 a 6ari5lar individ5al si5aion or a 4ro56.

"o deermine he 3reH5en1 wih whih somehin4 o5rs or wih whih i is assoiaed

wih somehin4 else.

"o es a h16ohesis o3 a as5al relaionshi6 eween variales.

RESEARCH PROCESS

Researh 6roess onsiss o3 series o3 aions or se6s neessar1 o e33eivel1 arr1 o5 researh

and desired seH5enin4 o3 hese se6s. %nd he 6roess o3 researh an e de3ined 1 3ollowin4

se6s-

*orm5lain4 he researh 6rolem

!:ensive liera5re s5rve1

Develo6men o3 workin4 h16ohesis

$re6arin4 he researh desi4n

Deerminin4 sam6le desi4n

&olleion o3 daa

!:e5ion o3 6roe

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%nal1sis o3 daa

"esin4 o3 h16ohesis

'ner6reaion

$re6araion o3 re6or

@. For%$"t!n) t&e reserc& pro*"e% 888

Researh 6rolem an e 3orm5laed on he asis o3 na5re and variales. 'niiall1 he 6rolem

ma1 e saed in a road wa1 and han he ami45iies i3 an1 relain4 o he 6rolem e

resolved. "hen he 3easiili1 o3 a 6ari5lar sol5ion has o e onsidered e3ore a workin4

3orm5laion o3 he 6rolem an e se56. !sseniall1 wo se6s are involved in 3orm5lain4 he

researh 6rolem vi8 5ndersandin4 he 6rolem horo54hl1 and re6hrasin4 he same in o

mani6le erms 3rom an anal1ial 6oin o3 view.

"he es wa1 o3 5ndersandin4 o3 6rolem is o dis5s i wih one on ollea45es or wih

hose havin4 some e:6erise in maers. 'n he aademi insi5ion he researher an seek he

hel6 3rom a 45ide who is 5s5all1 an e:6eriened man and has several researh 6rolems in

mind. 'n 6rivae 5siness 5nis or in 4overnmenal or4ani8aion he 6rolem is 5s5all1

earmarked 1 he adminisraive a4enies.

. E=tens!,e "!tert$re s$r,e- 8888

ne he 6rolem is 3orm5laed i eomes om65lsor1 3or a researh worker wriin4 a

hesis 3or a $h.D. de4ree o wrie a s1no6sis o3 he o6i and s5mi i o he neessar1

ommiee o3 he researhoard 3or a66roval. "he researher sho5ld 5nderake e:ensive

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liera5re s5rve1 onneed wih he 6rolem. *or his o5rnals and 65lished ilio4ra6hies are

he 3is 6lae o 4o o. % 4ood lirar1 will e a 4rea hel6 o he researher a his sa4e.

9. De,e"op%ent o# 'or+!n) &-pot&es!s

%3er liera5re s5rve1 researher sho5ld sae in lear erms he workin4 h16ohesis or

h16ohesis. %s s5h he manner in whih researh h16ohesis are develo6ed is 6ari5larl1

im6oran sine he1 6rovide he 3oal 6oin 3or researh. "he develo6men of workin4

h16ohesis 6la1s an im6oran role i sho5ld e ver1 s6ei3i and limied o he 6iee o3 researh

in hand ea5se i has o e esed. ' also indiaes he 16e o3 daa reH5ired and he 16e o3

mehods o3 daa anal1sis o e 5sed.

#ow does one 4o ao5 develo6in4 workin4 h16ohesis "he answer is 1 5sin4 he

3ollowin4 a66roahes.

I. Dis5ssion wih ollea45es and e:6ers ao5 he 6rolem is ori4in and oeives in

seekin4 a sol5ion.

II. !:aminaion o3 daa and reords i3 availale onernin4 he 6rolem 3or 6ossile rends

6ari5lariies and oher l5es.

III. !:6loraor1 6ersonal invesi4aion whih involves ori4inal 3ield inerview on a limied

sale wih ineresed 6aries and individ5als wih a view o se5re 4reaer insi4h in o he

6raial as6es o3 he 6rolem.

. Prepr!n) t&e reserc& (es!)n

"he researh 6rolem havin4 een 3orm5laed in lear 5 erms he researher will e

reH5ired o 6re6are a researh desi4n. "he 6re6araions o3 s5h a desi4n 3ailiae o e as

e33iien as 6ossile 1ieldin4 ma:imal in3ormaion. "he 65r6ose o3 researh ma1 e 4ro56ed

in o 3o5r ae4ories.

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'. !:6loraion

''. Desri6ion

'''. Dia4nosis

'V. !:6erimenaion

"he 6re6araion o3 researh desi4n a66ro6riae 3or a 6ari5lar researh 6rolem involves

5s5all1 he onsideraion o3 he 3ollowin4

'. "he means o3 oainin4 he in3ormaion.

''. "he availaili1 and skills o3 he researher and his sa33.

'''. !:6lanaion o3 he wa1 in whih seleed means o3 oainin4 in3ormaion will e

or4ani8ed and he reasonin4 leadin4 o he seleion.

'V. "he ime availale 3or he researh.

V. "he os 3aor relain4 o researh i.e. he 3inane availale 3or he 65r6ose.

. Deter%!n!n) s%p"e (es!)n

*or deerminaion o3 sam6le desi4n i an e 6res5med ha in s5h an enH5ir1 when all he

iems are overed no elemen o3 hane is le3 and hi4hes a5ra1 is oained even he

sli4hes elemen o3 ias in s5h an enH5ir1 will 4e lar4er and lar4er as he n5mer o3

oservaion inreases. #ene H5ie o3en e selein4 onl1 a 3ew iems 3rom he 5niverse 3or o5r

s5d1 65r6ose. "he iems so seleed onsi5e wha is ehniall1 alled a sam6le.

"he researhers m5s deide he wa1 o3 selein4 a sam6le or wha is 6o65larl1 known as

he sam6le desi4n .a sam6le desi4n is a de3inie 6lan deermined e3ore an1 daa are a5all1

olleed 3or oainin4 a sam6le 3rom a 4iven 6o65laion. am6le an e eiher 6roaili1

sam6le or non 6roaili1 sam6le. $roaili1 sam6le are hose ased on sim6le random

sam6lin4 s1semai sam6lin4 l5ser sam6lin4 where as non 6roaili1 sam6lin4 are hose

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ased on onveniene sam6lin4 5d4men sam6lin4 and H5oa sam6lin4 ehniH5e. % rie3

menion o3 he im6oran sam6le desi4ns is as 3ollowsE

I. Delierae sam6lin4 ---

Delierae sam6lin4 is also known as 65r6osive or non-6roaili1 sam6lin4. "his

sam6lin4 mehod involves 65r6osive or delierae seleion o3 6ari5lar 5nis o3 he 5niverse

3or onsi5in4 a sam6le whih re6resens he 5niverse. Bhen 6o65laion or elemens are

seleed 3or inl5sion in he sam6le ased on he ease o3 aess i an e alled convenience

sampling. '3 a researher whishes o ens5re daa 3rom sa1 ,asoline 51ers he ma1 sele a

3i:ed n5mer o3 6erol saions and ma1 ond5 inerview a hese saions. "his wo5ld e an

e:am6le o3 onveniene sam6le o3 ,asoline 51ers. n he oher hand in judgment sampling

he researhers 5d4men is 5sed 3or selein4 iems whih he onsiders as re6resenaive o3 he

6o65laion.

II. im6le random sam6lin4 O

"his 16e o3 sam6lin4 is also known as hane sam6lin4 or 6roaili1 sam6lin4 where

eah and ever1 iem in he 6o65laion has an eH5al hane o3 inl5sion in he sam6le and eah

one o3 he 6ossile sam6les. *or e:am6le i3 we have o sele sam6le o3 ;00 iems 3rom a

5niverse o3 /@000 iems han we an 65 he names or n5mers o3 all he /@000 iems on sli6s

o3 6a6er and ond5 a loer1.

III. 1semai sam6lin4 O

'n some insanes he mos 6raial wa1 o3 sam6lin4 is o sele ever1 /@ hname on a

lis ever1 en hose on one side o3 sree and so on. am6lin4 o3 his 16e is known as s1semai

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sam6lin4. 'n s5h a desi4n he seleion 6roess sars 1 6ikin4 some random 6oin in he lis

and hen ever1 nh elemen is seleed 5nil he desired n5mer is se5red.

I7. rai3ied sam6lin4 O

'3 he 6o65laion 3rom whih a sam6le is o e drown does no onsi5e a homo4eneo5s 4ro56

hen srai3ied sam6lin4 is a66lied. '3 he iem seleed 3rom eah sra5m is ased on sim6le

random sam6lin4 he enire 6roed5re 3irs srai3iaion and hen sim6le random sam6lin4 is

known as srai3ied random sam6lin4

7. G5oa sam6lin4 O

'n srai3ied sam6lin4 he os o3 akin4 random sam6le 3rom individ5al sraa is o3en so

e:6ansive ha inerviewers or sim6l1 4iven H5oa o 3illed 3rom di33eren sraa. G5oa sam6les

4enerall1 ha66en o e 5d4men sam6les raher han random sam6les.

7I. &l5ser sam6lin4 and area sam6lin4 O

&l5ser sam6lin4 involves 4ro56in4 he 6o65laion and hen selein4 he 4ro56s or he l5sers

raher han individ5al elemens 3or inl5sion in he sam6le s566ose some de6armenal sores

wishes o sam6le is redi ard holders. ' has a s5i is ards o /@000 5somers. "he sam6le

si8e is o e ke6 sa1 >@0. *or l5ser sam6lin4 his lis o3 /@000 holders o5ld e 3ormed in o

/00 l5sers o3 /@0 ard holders eah.

7II. M5lisa4e sam6lin4 O

"his is 35rher develo6men o3 idea o3 l5ser sam6lin4. nder m5li sa4e sam6lin4 he

3irs sa4e ma1 e o sele lar4e 6rimar1 sam6lin4 5nis s5h as saes hen disris hen owns

and 3inall1 erain 3amilies wihin owns.

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7III. eH5enial sam6lin4 O

"his is some wha a om6le: sam6le desi4n where he 5limae si8e o3 he sam6le is no 3i:ed in

advane 5 is deermined aordin4 o mahemaial deisions on he asis o3 in3ormaion

1ielded as s5rve1 6ro4ress. "his desi4n is 5s5all1 ado6ed 5nder ae6ane sam6lin4 6lan in

he one: o3 saisial H5ali1 onrol.

6 Co""ect!n) o# t&e (t

ne he sam6le desi4n is deided hen i eomes neessar1 o olle daa ha are a66ro6riae.

"here are several wa1s o3 ollein4 he a66ro6riae daa whih is di33er onsideral1 in one:

o3 mone1 os ime and oher reso5res a he dis6osal o3 he researher.

$rimar1 daa an e olleed eiher hro54h e:6erimen or s5rve1. '3 he researher

ond5s and e:6erimens he oserves some H5aliaive meas5remens or he daa wih he

hel6 o3 whih he e:amines he r5h onain in he h16ohesis. +5 in he ase o3 s5rve1 daa

an e olleed 1 an1one or more o3 he 3ollowin4 wa1s.

+1 oservaionE - his mehod im6lies he olleion o3 in3ormaion 1 wa1 o3

invesi4aors own oservaion relaes o wha is 5rrenl1 ha66enin4 and is no om6liaed 1

eiher he 6as ehavior or 355re inenions or ai5des o3 res6ondens.

"hro54h 6ersonal inerview:- "his mehod o3 ollein4 daa is 5s5all1 arried o5 in a

sr55red wa1 where o565 de6ends 56on he aili1 o3 he inerviewers o a lar4e e:en.

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"hro54h ele6hone inerviewsE - "his mehod o3 ollein4 in3ormaion involves

onain4 he res6onden on ele6hone isel3 when he s5rve1 has o e aom6lished in a ver1

limied ime.

+1 mailin4 o3 H5esionnairesE - G5esionnaires are mailed o he res6ondens wih a

reH5es o re5rn a3er om6lein4 he same. ' is he mos e:ensivel1 5sed mehod in vario5s

eonomi and 5siness s5rve1s. +e3ore a66l1in4 he mehod 5s5all1 a 6ilo s5d1 3or esin4 he

H5esionnaires is ond5ed wh9ih reveals he weaknesses i3 an1 o3 he H5esionnaires.

"hro54h hed5lesE - nder his mehod he en5meraors are a66oined and 4iven

rainin4. "hese en5meraors 4o o res6ondens wih hese shed5les. Daa are olleed 1 3illin4

56 he shed5les 1 en5meraors on he asis o3 re6lies 4iven 1 res6ondens. ome oasional

3ield heks on he work o3 he en5meraors ma1 ens5re soial work.

. E=ec$t!on o# t&e project 8

!:e5ion o3 he 6roe is a ver1 im6oran se6 in he researh 6roess. '3 he e:e5ion o3 he

6roe 6roeeds on orre line he daa o e olleed wo5ld e adeH5ae and de6endale. "he

researher sho5ld see ha he 6roe e:e5ed in a s1semai manner and in ime. '3 he s5rve1

is o e ond5ed 1 means o3 sr55red H5esionnaires daa an e readil1 mahine-

6roessed. 'n s5h a si5aion H5esions as well as 6ossile answers ma1 e oded. "he rainin4

ma1 e 4iven wih he hel6 o3 insr5ion man5als whih e:6lain learl1 he o o3 he

inerviewers a eah se6. % are35l wah sho5ld e ke6 3or 5nanii6aed 3aors in order o

kee6 he s5rve1 as m5h realisi as 6ossile.

'3 some o3 he res6ondens do no o-o6erae some s5iale mehod sho5ld e desi4n o

akle his 6rolem. ne mehod o3 dealin4 wih a non res6onse 6rolem is o make a lis o3 he

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non res6ondens and ake a small s5 sam6le o3 hem and hen wih he hel6 o3 e:6ers vi4oro5s

e33ors an e made 3or se5rin4 res6onse.

. An"-s!s o# (t8

%3er he daa has een olleed he researher 5rns o he ask o3 anal18in4 hem. "he

anal1sis o3 daa reH5ires a no. o3 losel1 relaed o6eraion s5h as esalishmen o3 ae4ories

he a66liaion o3 hese ae4ories o3 raw daa hro54h odin4 a5laion and hen drawin4

saisial in3erenes. "h5s researher sho5ld lassi31 he raw daa in o some 65r6ose35l and

5sale ae4ories.

Coding o6eraion is 5s5all1 done a his sa4e hro54h whih he ae4ories o3 daa are

rans3ormed in o s1mols ha ma1 e a5laed and o5ned.

Editing is he 6roed5re ha im6roves he H5ali1 o3 he daa 3or odin4. Bhi odin4 he

sa4e is read1 3or a5laion.

Tabulation is a 6ar o3 he ehnial 6roed5re where in he lassi3ied daa are 65 in he

3orm o3 ales.

%nal1sis work a3er a5laion is 4enerall1 ased on he om65aion o3 vario5s 6erena4e

oe33iiens e. 1 a66l1in4 vario5s well de3ined saisial 3orm5lae. 'n he 6roess o3

anal1sis relaionshi6 o3 di33erenes s566orin4 or on3liin4 wih ori4inal or new

h16ohesis sho5ld e s5eed o ase o3 si4ni3iane o deermine wih wha validi1 daa

an e said o indiae an1 onl5sion(s).

. H-pot&es!s test!n) 8

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%3er anal18in4 he daa as saed aove he researher is in a 6osiion o es he h16ohesis

i3 an1 he had 3orm5laed earlier. Do he 3as s566or he h16ohesis or he1 ha66en o e

onrar1 "his is he 5s5al H5esion whih sho5ld e answered while esin4 h16ohesis. Vario5s

ess s5h as &hi-sH5are es -es and 3-es have een develo6ed 3or he 65r6ose. "he

h16ohesis ma1 e esed 1 5sin4 one or more o3 s5h ess.

@.Gener"!?t!ons n( !nterprett!on 8

'3 a h16ohesis is esed and 56held several imes i ma1 e 6ossile 3or he researher o

arrive a 4enerali8aion. i.e. o 5ild a heor1. %s a maer o3 3a he real val5e o3 researh

lies in he aili1 o arrive a erain 4enerali8aions. '3 he researher had no h16ohesis o

sar wih he mi4h seek o e:6lain his 3indin4s on he asis o3 some heor1. ' is known as

iner6reaion.

@@. Preprt!on o# t&e report or t&es!s 8

*inall1 he researher has o 6re6are he re6or o3 wha has een done 1 him. Briin4 o3

re6or m5s e done wih 4rea are kee6in4 in view he 3ollowin4.

@. "he la1o5 o3 re6or sho5ld e as 3ollowsO(/) he 6reliminar1 6a4es (2) he main e: (

;) he end maer.

n its preliminar! pages he re6or sho5ld arr1 ime and dae 3ollowed 1 he

aknowled4emens and 3oreward. "hen here sho5ld e a ale o3 onens 3ollowed 1 a lis o3

ales and lis o3 4ra6hs and hars i3 an1 4iven in he re6or.

T"e main text o# t"e report sho5ld have he 3ollowin4 6ars.

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(a) ntroduction: - ' sho5ld onain a lear saemen o3 he oeive o3 he researh

and an e:6lanaion o3 he mehodolo41 ado6ed in aom6lishin4 he researh.

"he so6e o3 he s5d1 alon4 wih vario5s limiaions sho5ld as well e saed in

his 6ar.

() $ummar! o# #indings: %3er inrod5ion here wo5ld a66ear a saemen o3

3indin4 and reommendaions in non-ehnial lan45a4e. ' he 3indin4s are

e:ensive he1 an e s5mmari8ed.

() Main report: "he main od1 o3 he re6or sho5ld e 6resened in lo4ial

seH5ene and roken-down ino readil1 ideni3iale seions.

(d) Conclusion:"oward he end o3 he main e: researher sho5ld a4ain 65 down

he res5ls o3 his researh learl1 and 6reisel1. 'n 3a i is he 3inal s5mmin4 56.

%t t"e end o# t"e report, a66endies sho5ld e enlised in res6e o3 all ehnial daa.

+ilio4ra6h1 i.e. lis o3 ooks o5rnals re6ors e. ons5led sho5ld also e 4iven in

he end. 'nde: sho5ld also e 4iven s6eiall1 in a 65lished researh re6or.

. Re6or sho5ld e wrien in a onise and oeive s1le in sim6le lan45a4e avoidin4

va45e e:6ressions s5h as Pi seems Phere ma1 e and he like.

9. &hars and ill5sraions in he main re6or sho5ld e 5sed onl1 i3 he1 6resen he more

in3ormaion more learl1 and 3oril1.

. &al5laed Pon3idene limis m5h e menioned and he vario5s onsrains

e:6eriened in ond5in4 researh o6eraions ma1 as well e saed.

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INTRODUCTION

OF THE ORGANISATION

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COMPANY PROFILE

Mar5i d1o4 Aimied (MA) was esalished in *e /9/ hro54h an % o3 $arliamen o

mee he 4rowin4 demand o3 a 6ersonal mode o3 rans6or a5sed 1 he lak o3 an e33iien

65li rans6or s1sem. 585ki Moor &om6an1 was hosen 3rom seven 6ros6eive 6arners

worldwide. "his was no onl1 d5e o heir 5ndis65ed leadershi6 in small ars 5 also o heir

ommimen o aivel1 rin4 o MA onem6orar1 ehnolo41 and Ja6anese mana4emen

6raies (whih had aa65led Ja6an over % o he sa5s o3 he o6 a5o man53a5rin4

o5nr1 in he world). % liense and a Join Ven5re a4reemen were si4ned eween ,ov o3

'ndia and 585ki Moor &om6an1 (now 585ki Moor &or6oraion o3 Ja6an) in /92. "he

oeives o3 MA hen wereE Moderni8aion o3 he 'ndian %5omoile 'nd5sr1 $rod5ion o3

35el-e33iien vehiles o onserve sare reso5res $rod5ion o3 lar4e n5mer o3 moor

vehiles whih was neessar1 3or eonomi 4rowh.

#he evolution

Mar5i reaed hisor1 1 4oin4 ino 6rod5ion in a reord /; monhs. n /> Deemer /9;

he hen $rime Miniser o3 'ndia Mrs 'ndira ,andhi handed over he ke1s o3 he 3irs ar o Mr.

#ar6al in4h o3 Delhi. Vol5me ar4es were ro5inel1 e:eeded and in Marh /99> i eame

he 3irs 'ndian om6an1 o 6rod5e over one million vehiles a landmark 1e o e ahieved 1

an1 oher ar om6an1 in 'ndia. Mar5i is he hi4hes vol5me ar man53a5rer in %sia o5side

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Ja6an and Korea havin4 6rod5ed over;.@million vehiles 1 Deemer 200/. Mar5i is one

o3 he mos s5ess35l a5omoile oin ven5res and has made 6ro3is ever1 1ear sine

ine6ionill 2000-0/. 'n 2000-0/ alho54h we 4eneraed o6erain4 6ro3is on an inome o3 Rs

92.@ illion hi4h de6reiaion on new model la5nhes res5led in a ook loss. Be are a4ain on

rak 3or 6ro3is in 200/-02 wih a 6ro3i o3 Rs ;00 million in he 3irs hal3. 'n his 6eriod sales

were inreased 1 @.;Q a4ains an ind5srv deline o3 C./ Q. Be revol5ioni8ed he wav

'ndians looked a ars. No oher ar om6an1 so om6leel1 dominaes is home marke - ("he

!onomis). Des6ie here ein4 // om6anies now in he 6assen4er ar marke Mar5i holds

ao5 C0 Q o3 he oal marke share. MA is also he 3irs and onl1 ar om6an1 in he world o

lead is home marke in erms o3 oh marke share and in he JD $ower &5somer ais3aion

s5d1 (JD $ower %sia $ai3i 2000 'ndia &5somer ais3aion s5dies).

#ransfer of #echnology

!ver1 min5e wo vehiles roll o5 o3 he Mar5i $lan. ' is here3ore im6eraive ha he rans3er

o3 onem6orar1 ehnolo41 3rom o5r 6arner 585ki is a smooh 6roess. ,rea sress is laid on

rainin4 and moivain4 he 6eo6le who mainain he eH5i6men sine he es eH5i6men alone

anno 45aranee hi4h H5ali1 and 6rod5ivi1. *rom he e4innin4 i was a onsio5s deision

o send 6eo6le o 585ki Moor &or6oraion 3or on-he-o rainin4 3or line ehniians

s56ervisors and en4ineers. "his hel6s hem o imie he 5l5re in a wa1 ha merel1

rans3errin4 ehnolo41 hro54h do5mens an never re6liae. % 6resen 20 Q o3 o5r

work3ore is rained 5nder his 6ro4ram.

!ur $thos

5r em6lo1ees are o5r 4reaes sren4h and asse. ' is his 5nderl1in4 6hiloso6h1 ha has

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molded o5r work3ore ino a eam wih ommon 4oals and oeives. 5r !m6lo1ee-

Mana4emen relaionshi6 is here3ore haraeri8ed 1E $arii6aive Mana4emen "eam work

Kai8en &omm5niaion 'n3ormaion sharin4 and an o6en o33ie 5l5re 3or eas1 aessiili1

o im6lemen his 6hiloso6h1. Be have aken several meas5res like a 3la or4ani8aional

sr55re i.e. here are onl1 hree levels o3 res6onsiiliies ran4in4 3rom he +oard 3 Direors

Division #eads o De6armen #eads. her visile 3ea5res o3 his 6hiloso6h1 are ommon

5ni3orms (a all levels) and a ommon aneen 3or all. "his sr55re ens5res eer

omm5niaion and s6eed1 deision makin4 6roesses. ' also reaes an environmen ha

5ilds r5s rans6aren1 and a sense o3 elon4in4 amon4s em6lo1ees.

%aruti eyes lobal Pie' to be &D (ub for Su)u*i

New DelhiE Bih he enhaned akin4 o3 585ki Mar5i d1o4 is 4earin4 56 o eome a

4loal sale 6la1er and will e a RD enre 3or 585ki ars o5side Ja6an. +eomin4 a 4loal

6la1er is he res5r4en heme o3 Mar5iLs 355re srae41 in he 6os-6rivai8aion 6hase as lised

in he '$ o33er do5men 3iled wih ei.

'n erms o3 man53a5rin4 6roesses or H5ali1 s1sems or even RD he 3lavor is 4loal.

&learl1 he om6an1 wans o 5ild on is leadershi6 in he domesi marke and make a 6lae

3or isel3 in he 4loal arena.

%3er shar6 4ains in 6rod5ivi1 and H5ali1 in he 6as wo 1ears he om6an1 wans o 35rher

im6rove is o6erain4 e33iienies 1 5in4 oss 1 ;0Q and enhanin4 6rod5ivi1 1 @0Q

and ali4n isel3 wih 585kiLs Kosai 6lan in Ja6an 1 1ear L0>-0@. n he H5ali1 3ron while

Mar5i was amon4s he 3irs a5omoile man53a5rers in he world o reeive he '

90/E2000 eri3iaion i wans o 4o 35rher and ado6 585kiLs 4loal 5somer a5di inde:.

+5 he i44es shi3 is in he area o3 RD. %lho54h Mar5i has 4ained 3rom is e:6erise in

loali8aion o3 om6onens i now wans o ake RD o anoher 6lane where i an eome

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585kiLs enre 3or ars in %sia o5side Ja6an.

'n 3a i has reenl1 aH5ired he a6aili1 o ond5 minor and maor 3ae li3s o is

6rod5s and 564rade 6rod5s in erms o3 ehnolo41 or 3ea5res. "o red5e iniial invesmen

on models Mar5i ma1 o5so5re d1e 3rom oher han Ja6an s5h as "aiwan whih are o3en

less e:6ensive.

Mar5iLs iniiaives are ased also on is reen s5ess in he e:6or marke. ' sold nearl1

2>000 5nis o3 he %lo in !5ro6e las 3isal and is overall e:6ors were 56 1 a who66in4

/C;Q over he 6revio5s 1ear.

's 4loal amiions are also now n5r5red 1 he akin4 o3 585ki Moor

&or6oraion. "he 6ros6e5s makes his 6oin 1 a1in2 ha as a s5sidiar1 o3 585ki Mar5i

has aess o 4loall1 res6eed ehnolo41 in he small ar se4men.

!ven while mainainin4 he overall 4loal heme Mar5i wans o levera4e is loal advana4e.

's 6romise o3 6rovidin4 5somers a wide ran4e o3 Mar5i randed servies a di33eren sa4es

o3 ownershi6 is a 6ar wih oher 4loal man53a5rers. ' la1s 4rea em6hasis on hese Mar5i

randed servies like ins5rane 3inane and 6re-owned ars and elieves ha his ;C0 de4ree

5somer e:6eriene will se5re re6ea 65rhase and inrease reven5e o3 he sales nework. 'n

s566l1 hain iniiaives as well Mar5iLs re3erene is o he world wide 65rhase s1sem 3osered

1 ,eneral Moors. "hro54h his i o5ld make a sele 3ew o3 is vendors he sole s566liers

3or 585ki 6rod5s in several o5nries.

!ur focus +ill continue to be the small car: ,ag-ish hattar

*rom a loss o3 Rs 2C9 rore in 2000-0/ a3er ein4 wrien o33 1 man1 anal1ss Mar5i has

o5ned akE is 00 model is as 6o65lar as ever new la5nhes are 6ikin4 56. Ja4dish

Khaar mana4in4 direor Mar5i s6oke o Vina1 $ande1 on Mar5iLs rans3ormaion.

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!:er6sE Mar5iLs 5rn aro5ndE "o 5ndersand Mar5i oda1 1o5 need o 4o ak o /99; when

lierali8aion ook 6lae and 3orei4n man53a5rers were allowed o ome.

Mar5i sho5ld have aken 6roaive meas5res hen. +5 eween /99@ and /99 o5r

shareholders (he 4overnmen and 585ki) had di33erenes. Deisions ha sho5ld have een

aken in he mid-90s o 6re6are 3or om6eiion 4o dela1ed.

'n J5ne /99 we deided o inrease o5r a6ai1 1 one lakh vehiles and o inrod5e 3o5r or

3ive new models whih arrived a 1ear and a hal3 a3er o5r om6eiorsL who 4ained 3rom his.

"wo invesmens ha sho5ld have een done over 3ive 1ears were done in 2> monhs in a h5rr1

o la5nh new models. o loali8aion was low he 1en was sron4 6ries were marke-

deermined de6reiaion inreased and we ran ino losses. "haLs when 1o5 4o he 3eelin4

Mar5i was in ro5le.

+5 inernall1 i was a ver1 4ood wake 56 all whih did a lo o3 4ood o 5s. Be ro54h o5

models loali8ed 3aser 5 oss massivel1.

o even when ever1one ho54h we were in ro5le we were on3iden ha weLd o5ne ak.

5r marke share wen down o C/Q 5 weLve now saili8ed aro5nd @-@9Q. Be ook o33 a

i lae had lo o3 ahin4 56 o do whih weLve done.

Role o3 M00E $eo6le sa1 00 is old and so on. +5 4o on he road and see someone on a wo-

wheeler wi3e and wo hildren in rain in winer in s5mmer. 's he 4oin4 o e ohered ao5

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6ower windows and seerin4 or does he wish o e in a ar and e om3orale "oda1 weLre

sellin4 air-ondiioned 00s a Rs 2.2 lakh. Man1 6eo6le 51in4 %& 00s ma1 no have an %&

a home. o look a he remendo5s role i is 6la1in4.

'ndiaLs ar 6eneraion is si: 6er /000 $akisan and ri Aanka are a /2. "hailand is a 200

Ja6an and %meria are over @00-C00. Bha 'Lm sa1in4 is ha hereLs sill a h54e 4a6. '3 o5r

moori8aion has o inrease we anL do ha 1 sellin4 e:6ensive ars. Be need o make ars

more a33ordale. "here3ore a narrower 4a6 eween wo-wheelers and enr1-level ars is whaLs

reH5ired. ' sho5ld also have 4ood 6er3ormane no om6romise on H5ali1 35el-e33iien and

low on mainenane. "he 00 3is he ill.

"he %lo anL re6lae he 00 oda1 ea5se he vol5me and 6rie a whih 00 is sellin4 we

anL sell %lo a ha. es one we 4e oss 5nder onrol weLll 6osiion he %lo eween

se4mens % and +. BeLd like o have a ar 3rom he enr1 level o Rs ;-;.@ lakh a ever1 Rs

20000- Rs 2@000 di33erene.

5ess o3 new modelsE #isoriall1 Mar5iLs new models never sar wih a an4. ' oined

Mar5i in /99; when Fen was inrod5ed and we 3o5nd i hard o sell iniiall1. Be had o red5e

o5r 6rod5ion 6lan drasiall1 5 hen a3er a 1ear or wo i a54h on.%nd look wha i is

oda1.

o iniiall1 hereLs ske6iism hen some 6eo6le 51 and share heir e:6eriene. %o5 C0-70Q

o3 o5r sales ake 6lae 1 re3erral. 'Lm no sa1in4 markein4 is 5nim6oran 5 hereLs nohin4

more e33eive han a 6resen owner 4ivin4 a 4ood hi o 6ros6eive 51er. BeLre seein4 he

same e33e wih Ba4on R whih is doin4 reall1 well now.

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Versa is sli4hl1 di33eren. Bhen we deided on Versa in /99 he 4overnmen had anno5ned

ha in %6ril 2002 he adminisered 6rie mehanism (%$M) 3or oil wo5ld e aolished. "he 4a6

eween 6erol and diesel 6ries wo5ld have hen een ne4li4ile. Versa ame 5 %$M

remained.

Now here is no hell o3 a hane o3 an1one 51in4 a 6erol version when a diesel alernaive is

availale 3or he same 65r6ose. *or he Versa weLve arried o5 a lo o3 loali8aion he 6riin4

has een reworked and hin4s are lookin4 56. +5 some amo5n o3 disadvana4e eween 6erol

and diesel will remain.

"hose who o54h he +aleno are ver1 ha661. %lso view i 3rom o5r 6ers6eive. Be la5nhed

3ive models in a s6ae o3 /2 monhs. Be had o 6riorii8e. +ea5se o3 low loali8aion we were

losin4 mone1 on +aleno.

o i made no sense o 5s 4ain n5mers. Now some loali8aion has aken 6lae and he

6rod5 is 4ein4 is d5e. "he Viara is di33eren iLs no man53a5red here. BeLll im6or wha

is reH5ired.

%n1wa1 o5r ore om6eene and 3o5s wo5ld e he small ar ea5se ha is wha he o5n1

needs and ha is where he vol5mes are. Ae 5s look a i in anoher wa1. "here are onl1 3o5r

maor 6la1ers in he small ar se4men - "elo *ia #15ndai and Mar5i and 0 Q o3 he

marke is he small ar se4men. 'n he remainin4 marke here are a do8en 6la1ers. ' is a ver1

lo6sided marke sr55re oda1.

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PRODUCT PROFILE

MARUTI

Econo%-

,rea ehnolo41 enales he Mar5i 00 o deliver 4rea 35el e33iien1. "he Mar5i 00

shas o66ed ever1 35el e33iien1 s5rve1ha has een ond5ed in he 6as. "he Mar5i

00 has he lowes 35el os 6er kilomeer o3 an1 6erol ar in he o5nr1 wih a os o3

Rs /.9> 6er kilomeer."his on3irms he 6osiion o3 he Mar5i 00 as he mos 35el

e33iien 6erol ar in he o5nr1.

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MARUTI OMNI

For t&e #%!"-

"his ar 6osiion isel3 in he mind o3 ons5mer as a3amil1 ar. "he 65nh line o3 he ar

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MARUTI ALTO

*ea5res areE

MPFI En)!ne

$len1 o3 6ower 4rea milea4e and low emission make he %lo he 6er3e hoie 3or

'ndian roads. "he 35el e33iien1 o3 he %lo is eer han an1 oher vehiles in is lass.

"he /C:> h16ohe M$*' en4ine delivers 5nad5leraed 6ower e44in4 3or 35n. "he >-

valves 6er 1linder M$*' en4ine maed wih a@-s6eed 4earshi3 and a /C-i on-oard

om65er allows he %lo o e33eivel1 omine 6ower wih o6imal 35el e33iien1

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Re"!*!"!t-

HereJs not&er #!rst *- ALTO3 '&!c& &s *een sett!n) recor(s s!nce !ts !ntro($ct!on

!n In(!

%lo eomes he 3irs 'ndian ar o 5nder4o a &o$rs en($rnce test n( sets @9

nt!on" recor(s !n t&e process !!!"he es was ond5ed on 2nd ;rd %545s on

he hi4h-s6eed rak o3 he Naional &enre 3or %5omoive "esin4 (N&%") a he

Vehile Researh and Develo6men !salishmen (VRD!) %hmedna4ar.

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1AGON R

Co%#orts

"he smarer rae knows e:al1 how o ake he sress o5 o3 drivin4 and 65sh drivin4

om3or o he ma:. *5ll 3la 3oldin4 3ron seas and relinin4 rear seas allow 1o5 o

sreh 1o5rsel3 d5rin4 lon4 drives. "his ens5res ha 1o5 ravel in ma:im5m om3or as

om6ared o ram6ed seain4 arran4emens in oher ars.

"he M$herson sr5 s5s6ension in he 3ron and oil s6rin4s a he rear ens5res a smooh

om3orale drive. 'Ls no 5s om3or Ba4on R also has a /0C/ M$*' low 3riion

en4ine

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Spce

Nohin4 ram6s he s1le o3 he smarer rae. "has wh1 i 6re3ers he Ba4on R. "all

od1 hi4h seas and wide o6enin4 doors make i eas1 o 4e in and 4e o5. even m

aller han he anro he Ba4on R o33ers more headroom ama8in4 s6aio5sness and

a ommandin4 drivin4 6osiion. "he s6li rear seain4 arran4emen alon4 wih 35ll1

relinin4 3ron and he relinin4 rear seas 4ives a 3irs lass airline seain4 om3or.

"he Ba4on R omes wih an e:ra lar4e oo s6ae whih is 6ossile ea5se o3 is

5niH5e desi4n ha ma:imi8es s6ae on a om6a 6la3orm. &a5ion sa3e1 and

6roeion are ine4ral o a smarer mindse. %nd he Ba4on R is desi4ned o sais31

ever1 onern. J5s hek o5 he aer1 o3 sa3e1 3ea5resE

D5al side-im6a eams in he 3ron and rear doors 6roe 1o5 3rom laeral ollisions.

% lon4 r5m6le 8one shields 1o5 in he 5nlikel1 even o3 a 3ronal ollision.

% Roll &onrol devie in he 3ron s5s6ension im6ars 4reaer saili1 and hel6s he

Ba4on R o ne4oiae shar6 5rves a hi4h s6eeds. "he inh ooser-assised rakes

eH5i6 1o5 well o handle an1 emer4en1 #i4h seain4 6osiion 4ives 1o5 a i44er

3ield o3 view allowin4 1o5 o eer anii6ae ra33i 6rolems e3ore he1 o5r.

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MARUTI 7ERSA

One )ret (r!,e. T'!ce t&e s#et-

"he Versa is one o3 he sa3es ars on he road. ' has sa3e1 3ea5res o 45ard 1o5r

loved ones 3rom road disasers. Side impact absorbing beams in all 4 doors protect the

passengers from side crashes. Front impact beamsbetween the front pillars and the olla6sile

seerin4 ol5mnshield 1o5 3rom head on ollisions. % seel 6i6e 3rame in he rear sea

sa3e45ards 1o5r 3amil1 3rom rear im6as.

!AR sea els allow 3ree movemen 5 hold 1o5 se5rel1 d5rin4 s5dden so66a4es.

#ei4h ad5sale head resrains rake oosers and a olla6sile seerin4 ol5mn

35rher ens5re 1o5r sa3e1. Bhen 1o5 se6 o5 o3 he ho5se and ino 1o5r Versa res

ass5red

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http://versa.marutiudyog.com/safety/column.asphttp://versa.marutiudyog.com/safety/column.asphttp://versa.marutiudyog.com/http://versa.marutiudyog.com/safety/column.asphttp://versa.marutiudyog.com/safety/column.asp


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S!n+ !n. Stretc& o$t. L!e *c+. In($")e

VersaLs he ideal ar 3or lon4 o5rne1s. Now sreh 1o5r le4s on hose lon4 rides. %ll

seasT have reliners. 'n DU he 2nd row 5ke seas an e slid 3orward or

akward inde6endenl1 o s5i he onveniene o3 he 6assen4ers.

"he hi4h sea 6osiion makes i eas1 o 4e in and o5 and 4ives s56erior road

visiili1. "he 3ron row seas have hik ins5laion eween sea and he en4ine. "wo

la1ers o3 $* and al5min5m shees a as a 533er 6roein4 he driver 3rom en4ine

hea. "he rear sea also has a seel 6i6e 3rame 3or 6roeion in he even o3 a rear

im6a.

T !:e6 3or he 3oldin4 sea in 2nd row (DU DU2) and las row seas.

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MARUTI GYPSY

G-ps- A(,nt)e

H!""s

#i4her 4ro5nd learane o3 2/0 mm o ens5re eer o33-road handlin4.

Dia6hra4m 6rin4 &l5h desi4ned o wih sand hi4her roaional s6eeds reH5irin4

less release load here1 red5in4 he wear o3 6ars

Sno'

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"he !n4ine has hi4h on hermal ond5ivi1 and heas 56 H5ikl1 even 5nder

e:remel1 old ondiions. "h5s here are no sarin4 6rolems even in he mids o3

snow.

/;00 6erol en4ine O li4her han a diesel en4ine res5lin4 in a hi4her 6ower o

wei4h raio. "his ens5res eer onrol more 6ower and 4reaer res6onsiveness.

Desert

"he !n4ine avoids overheain4 ea5se is hi4h hermal ond5ivi1 enales i o

4ive o33 hea m5h 3aser

Stre%s

Ma:im5m 6ower o3 0 h6 S C000 r6m makes 3or easier rossin4s.

>-Bheel drive 3or eer onrol and more 6ower a he wheel.

% hi4her 6ower o wei4h raio o3 0.0/2 ens5res 3aser aeleraion hro54h sreams

and m5dd1 errain.

DIRT TRACKS

D!rt trc+s

eerin4 Dam6er ens5res ha shoks eno5nered 3rom 5m6s and 6oholes are

no 6assed on o he seerin4 wheel. "h5s an1 loss o3 onrol owin4 o 5ne:6eed

osales is avoided.

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"he ,16s1 is a li4her vehile wei4hin4 in a /020 k4 (hard o6) and 9@ k4 (so3

o6). "his is a maor advana4e on sand1 or m5dd1 ras O a heavier vehile will 4e

s5k 5 he ,16s1 kee6s

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MARUTI ESTEEM

S#et-

inh va55m ooser assised rakes ens5re 6reise sale and sa3e so66in4.

&olla6sile seerin4 ol5mn 6roes he driver in ase o3 3ronal ollision.

R544ed monooH5e hassis and r5m6le 8ones disri5e ollision im6a.

ide im6a eams on all 3o5r doors 6rovide sa3e1 d5rin4 side im6as

Co%#ort

% re3reshed ain er4onomiall1 desi4ned low 3ai45e seas a s56er ool %& and

5eless 1res 6romise o 6am6er 1o5 wih an 5ne:6eed level o3 om3or and drivin4

6leas5re.56erool %& 3or a om3orale drive

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http://esteem.marutiudyog.com/


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$reise 6ower seerin4 3or oal onrol

M$herson sr5 s5s6ension 3or a smooher ride

"5eless 1res 3or s56erior road 4ri6

New whie li dials 3or eas1 viewin4

Aow 3ai45e seas

Per#or%nce

% he hear o3 his ea51 lies a sae-o3-he-ar Ja6anese en4ine ha will 4ive 1o5 he

6ower 1o5Lve alwa1s raved 3or and 6er3ormane ha has alread1 won aolades

M$*' /C valve /C-i /;00 %ll %l5min5m !n4ine (%&!)

%eleraion o3 0-/00 km6h in //.>9 sesT #i4hes 6ower-o-wei4h raio o3 99 h6

6er on

@ h6 S C000 r6m ($erol)

#i4her orH5e o3 /0C Nm S ;000 r6m 3or H5ik 6ik56 ($erol)

C9


70/105

GRAND 7ITARA

Co%#orts

"he smarer rae knows e:al1 how o ake he sress o5 o3 drivin4 and 65sh drivin4

om3or o he ma:. *5ll 3la 3oldin4 3ron seas and relinin4 rear seas allow 1o5 o

sreh 1o5rsel3 d5rin4 lon4 drives. "his ens5res ha 1o5 ravel in ma:im5m om3or as

om6ared o ram6ed seain4 arran4emens in oher ars.

"he M$herson sr5 s5s6ension in he 3ron and oil s6rin4s a he rear ens5res a smooh

om3orale drive. 'Ls no 5s om3or Ba4on R also has a /0C/ M$*' low 3riion

en4ine

70
http://www.grandvitaraindia.com/


71/105

DATA PRESENTATION

4

DATA ANALYSIS

7/


72/105

DATA PRESENTATION

Daa $resenaion has een divided ino 2 6ars

/. % deailed anal1sis has een done 3or all he se4mens in Mar5i.

2. anro whih is he maor om6eior o3 Mar5i has een anal18ed in a simile

wa1 so as o deermine he 3aors ha are aken ino onsideraion 1 he

5somer while om6arin4 he ar.

Model wise division o3 he ars 65rhased

&ars 65rhased

Mar5i

00

mni Fen %lo Ba4onR Versa !seem +aleno

;; C 20 9 ;0 2 /; /

72


73/105

CARS PURCHASED

0

5

10

15

20

25

30

35

Carspurch

ased

Maruti80

0O

!i"e

!A#to

$a%o!R

&ersa

Estee

'a#e!

o

Interprett!on

"he aove 3i45re shows ha he 00 model o3 Mar5i sill ommands a 4ood share in he

marke 3ollowed 1 Ba4onR and ho sellin4 Fen. Mar5i 00 is he 5ndis65ed kin4 o3

he roads.

%lo is an 56omin4 model and has he lar4es share in he e:6or ae4or1 and is

markeed in !5ro6e. V rsaLs sale has 4o o 6ik 56 ea5se os5mers have an 5nlear

6i5re in heir mind re4ardin4 he ar ein4 hi4h 6ried whih is a5all1 a m1h.

7;


74/105

G.Bha was he 65rhase mode o3 Vehile

Mode o3

$5rhase&ash '&'& an har #D*& &'"'+%NK %+N-%MR

/C ;C 9 /2 ;;

MODE O( PURCHASE

0

5

10

15

20

25

30

35

)0

Series1 1* 3* + 12 8 33

Mode of

Purchase Cash ,C,C Sta! chart HD(C C,-,'A./ A '.AMRO

Interprett!on

%s an e seen in he 3i45re aove he availaili1 o3 eas1 loan has araed he

ons5mers o m5h so ha he o5 o3 he ars 65rhased onl1 /;.@ Q o3 he vehiles are

6aid 3or in ash. Bih he m5shroomin4 o3 3inane om6anies he rae o3 ineress has

een onin5o5sl1 red5in4.

"he wo rivals in ar 3inanin4 are '&'&' and %+N-%MR ank wih '&'&' leadin4 he

rae d5e o3 more and wider 6resene.

!as1 availaili1 o3 3inane have 56 s5r4ed he demand 3or hi4her se4men ars wih

7>


75/105

more and more 6eo6le who have he a6aili1 o36a1in4 ash o6in4 3or 3inane d5e o

hassle 3ree a66rovals and lowes ineres raes.

G.Bhih rands are mosl1 6re3erred 1 5somers

"he rand-reallin4 es showin4 he rand ha has he 6i5re in ons5merLs mind

+rand Reallin4 Mar5i #15ndai "aa #onda *ia *ord

97 CC >0 20 /9 /2

'RA.D RECAED

0

20

)0

*0

80

100

120

'ra!d

Reca##i!%

Maruti Hu!dai -ata Ho!da (iat (ord

%s seen in he 3i45re aove somewhere down he line 6eo6le do reall Mar5i when he1

are asked o name a rand ha omes o heir mind a he 3irs insane. *ollowed 1

Mar5i is a lose om6eior anro whih relies on a44ressive markein4 ools 3ollowed

1 he 4ood old "aa whih heir 3la4shi6 'ndia.

' an e seen ha he more he 6eo6le reall he rand he more likel1 are he hanes o3

4ood sales 5rnover.

7@


76/105

G.Bhih adverisemens o3 M%R"' FK' rike mosl1

T&e (,ert!se%ents t&t str!+e

Mar5i

%dverisemen Ba4onR Versa %lo Mar5i00 servie Fen anro

2/ /> / /7 /9 7>

AD&ER-,SEME.- RECAED

0

10

20

30

)0

50

*0

0

80

$a%o!R &ersa A#to Maruti800 Maruti ser4ice "e! Sa!tro

Interprett!on

%s said earlier in he aove rand reallin4 anal1sis anro ommands a hi4her reallin4

6ower when i omes o Media adverisemens ea5se o3 is hi4h adverisemen 5d4e.

%lso he ho 3avorie in Mar5i ads is he +ahhan 3aher and son ad wih he hi4hes

reallin4 in Mar5i rand o3 ars.

7C


77/105

G.Bhih 6ors &hannel is mosl1 wahed 1 5somer

SPORTS CHANNEL STAR ;ee SONY

@

SPORTS CHANNEL MOSTLY

ACSSESED

0

10

20

30

)0

50

*0

S-AR "ee SO.

Series1

G.Bhih !nerainmen &hannel is mosl1 wahed 1 &5somers

Entert!n%ent STAR ;ee SONY

@

77


78/105

ENTERTAINMENT CHANNEL MOSTLY

WATCHED

0

10

20

30

)0

50

*0

S-AR "ee SO.

G.Bhih News6a6er is mosl1 read 1 &5somers

Ne'sppers re( TOI HT ET DAINIK NA7 TIMES

9 @@ @

7


79/105

NEWSPRINT MOSTLY READ

0

10

20

30

)0

50

*0

-O, H- E- DA,.,/ .A&

-,MES

G.Bhih Ma4a8ines is mosl1 read 1 &5somers

%5o +5siness

Ma4a8ines read 'ndia 5look verdrive world

'ndia

/> 9 > ;>

79


80/105

MAGAZINE MOSTLY READ

0

10

20

30

)0

Auto ,!dia Out#oo6 O4erdri4e 'usi!ess

7or#d

,!dia

-oda

Interprett!on

5mmari8in4 he aove 3i45res we an sa1 ha he 6eo6le wah ar 6ors he mos

3ollowed 1 !$N and "en s6ors here3ore we an sa1 ha i wo5ld e eer 3or Mar5i

o adverise on ar raher han "en s6ors. +5 one has o look a he ar4e a5diene and

hen make a 3easile deision i is 6ossile ha a media is 4ood 3or a erain lass o3

ar4e a5diene. *or e.4. he ,rand Viara whih is he laes o33erin4 3rom Mar5i has o

e markeed hro54h a oall1 di33eren hannel d5e o a di33eren lass o3 soie1 ein4

ar4eed 3or he same.

imilarl1 mos 6eo6le 6re3er wahin4 %a ak o ND"V here3ore i wo5ld e wise o

hoose his hannel amon4s he news hannels 3or reahin4 he a5diene. Aikewise ar

has a m5h wider overa4e han oher enerainmen hannels 3ollowed 1 Fee and on1

'ndia.

$rin media is 6erha6s he mos e33eive and he mos widel1 ir5laed media and a

0


81/105


82/105

/. $rie

2. Diso5n

;. Milea4e

>. Resale

@. Aooks

C. %3er sale servie

7. Re3erenes

. %dverisin4 *ea5res

9. +rand ima4e Re6ea 65rhase

"he inerviewees were asked o rank he o6 C 3aors whih hel6ed him o hoose he

rand he has hosen.

*or his we have done a model-ased s5d1 wherein we have aken hose models whih

have a sam6le si8e o3 /0 and aove.

*or he ease o3 5ndersandin4 we ook rankin4 in 6erena4e 3orm also ea5se o3

5neH5al sam6le si8es i eame neessar1 o ake 3i45res in 6erena4es so ha he s5d1

is no iased.

STEPS o# co%p$tt!on o# rn+s

/. &al5lain4 how man1 6eo6le 4ave wha ranks o he 3aors whih were aken 5nder

onsideraion and s5mmin4 hem 56.

2


83/105

Mar5i00 sam6le si8eW;;

Resale %3er %dver- +rand Re6ea

Ranks $rie Diso5n Milea4e val5e Aooks sales Re3erene isin4 *ea5res 'ma4e 65rha

/ 2/ / 2 2 / 0 0 0 0 @ /

2 ; > // @ ; ; 2 0 / / 0

; ; / 7 @ @ / / / / 0

> 0 0 2 ; /0 0 / / 0

@ 0 2 ; > ; ; > / > C ;C 0 ; 2 2 2 > > 2 @ /

'n he 3i45re aove 2/ 6eo6le 4ave 6rie as is 3irs 6re3erene 3ollowed 1 ; 6eo6le eah

who 4ave 2nd and ;rd rank o 6rie. imilarl1 3or milea4e 26eo6le had ranked i /s and

so on

2. $erena4e re6resenaion o3 he same o5 o3 he sam6le si8e o3 ;; 5somers.

Resale %3er %dver- +rand Re6ea

Ranks $rie Diso5n Milea4e Val5e Aooks sales Re3erene isin4 *ea5res 'ma4e 65rhase

/ 0.C> 0.0; 0.0C 0.0C 0.0; 0 0 0 0 0./@ 0.0;

2 0.09 0./2 0.;; 0./@ 0.09 0.09 0.0C 0 0.0; 0.0;0

-

; 0.09 0.0; 0.2/ 0./@ 0.2> 0./@ 0.0; 0.0; 0.0; 0.0; 0

> 0 0 0.0C 0.09 0.2> 0.; 0 0.0; 0.0; 0.2> 0

@ 0 0.0C 0.09 0./2 0.09 0.09 0./2 0.0; 0./2 0./ 0.09

C 0 0.09 0.0C 0.0C 0.0C 0./2 0./2 0.0C 0.2> 0./@ 0.0;

;


84/105

;. "akin4 wei4hs 3or he ranks so ha all he 3i45res ome on a ommon 6la3orm

Rn+s 1e!)&ts

/ ;0Q

2 2@Q

. ; 20Q

> /2.@0Q

@ 7.@0Q

C @Q

Rank /s have een 4iven a ;0 6erena4e wei4h ea5se his is drivin4 3aor i.e. i is he

3irs and 3oremos hin4 ha omes o a ons5mers mind when he 4oes 3or a 65rhase

likewise rank Ch whih is somewhere in he mind o3 5somers 5 doesnL make an

im6a on he 65rhase deision.

>. M5li6l1in4 he 6erena4es 3o5nd in se6 2 wih heir res6eive ranks o 4e a

5m5laive sore.

Resale %3er

%dver

-

+rand Re6ea

Ranks $rieDiso5n

Milea4

e

val5e Aooks sales Re3erene isin4 *ea5res'ma4e 65rhase

/ 0./92 0.009 0.0/ 0.0/ 0.009 0 0 0 0 0.0>@ 0.009

2 0.02; 0.0; 0.0; 0.0; 0.02; 0.02; 0.0/@ 0 0.00 0.00 0

; 0.0/ 0.00C 0.0>2 0.0; 0.0> 0.0; 0.00C 0.00C 0.00C 0.00C 0

> 0 0 0.00 0.0// 0.0; 0.0; 0 0.00> 0.00> 0.0; 0

@ 0 0.00@ 0.007 0.009 0.007 0.007 0.009 0.002 0.009 0.0/> 0.007

>


85/105

C 0 0.00@ 0.00; 0.00; 0.00; 0.00C 0.00C 0.00; 0.0/2 0.00 0.00/

""%A 0.2;; 0.0@@ 0./C/ 0./09 0./2 0./0> 0.0;C 0.0/@ 0.0;9 0./// 0.0/7

@. ,ra6hial re6resenaion o3 he oal sores

RA./,. A.AS,S MARU-, 800

0

0905

091

0915

092

0925

Price

Discou!t

Mi#ea

%e

Resa#e4a#ue

1oo6s

Aftersa#es

Refer

e!ce

ad4ertisi!%tisi!%

(eatures

,a%e

purch

ase

"he aove 3i45re learl1 de6is ha he 5somer ase o3 Mar5i 00 is m5h more 6rie

a5io5s and milea4e is he ne: es hin4 ha he1 wan. +5 he1 do 4ive im6orane o

he looks a3er sales servie and resale val5e o3 he ar. "hese 6eo6le are also inlined

owards he rand ima4e o3 Mar5i 00.

"ha is 6roal1 he mos im6oran reason ha 00 is alled he read and 5er

ar and sill he hi4hes sellin4 ar in is se4men. imilarl1 we an do i 3or he

@


86/105

oher se4menE

C


87/105

1)onR

Resale %3er +rand Re6

$rie Diso5n Milea4e val5e Aooks sales Re3erene %dverisin4 *ea5res 'ma4e 65rh

0./22 0.0;@ 0./@ 0./09 0./>> 0./29 0.0> 0.00> 0./;> 0./2@ 0.0

RA./,. A.AS,S $AO. R

0

0902

090)

090*

0908

091

0912

091)

091*

0918

092

%s seen in he 3i45re aove his se4men o3 51er are m5h more onsio5s ao5

milea4e and looks o3 he ar he1 seem o like he "%AAo1 look o3 he Ba4on R.

Ne: in line omes he a3er sales servie 3ea5res and rand ima4e. Mar5i whih has he

wides nework o3 sales and servie eno1s he r5s o3 6eo6le and wih a ar wih a r5e

inernaional look i.e. he Ba4onR ons5mer are s5re o make he nei4hors env1.

' an e seen ha he 6rie has aken he ak sea in his se4menea5se he 6eo6le

o whom his ar aer are mosl1 seond ime 51ers.

7


88/105

"his ae4or1 winesses he seond mos re6ea 65rhases d5e o he r5s ha hese

ons5mers have in Mar5i.

;en

Resale %3er %dver +rand Re6ea

$rie Diso5n Milea4e val5e Aooks ales Re3erene isin4 *ea5res 'ma4e 65rhase

0./@7 0.02/ 0./>/ 0.//; 0.;/2 0./0/ 0.0> 0.0/9 0./2> 0.09 0.0C2

RA./,. A.AS,S "E.

0

0905

091

0915

092

0925

093

0935

Interprett!on

Fen is 5limael1 a world-lass ar wih inernaional looks. ' has een raed ne: o

Meredes 3or he mos ima4e onsio5s 6eo6le and 6roal1 haLs he reason wh1

ons5mers have 4iven i so hi4h on looks.

Fen whih he one o3 he mos reliale ar in is lass has a 4ood 3ea5res lis and o o6

56 i has an e:ellen a3er sales wih more han 90Q inde4enisaion.

"he H5oe ADD ;EN TO YOUR LIFEis r5l1 a world lass similar o he ar.


89/105

Estee%

RA./,. A.AS,S ES-EEM

0

0902

090)

090*

0908

091

0912

091)

091*

0918

092

!seem is one o3 he es ars in is se4men wih a ver1 4ood val5e 3or mone1 and he

hi4hes re6ea 65rhases his shows he worh o3 he ar. Bih he inrod5ion o3 a m6i

en4ine i has eome an ama8in4 ar o drive wih a 4ood 35el eonom1 as seen in he

3i45re aove his is one o3 he o6 mos reasons ha he 5somers look in his ar. ' is

6ried ver1 wen as om6ared o is rivals 4ivin4 i an 566er ed4e also i is he ar wih he


$rie Diso5n Milea4e Val5e Aooks ales Re3erene "isin4 *ea5res 'ma4e $5rhase

0./C@ 0 0./@ 0./20@ 0./0;@ 0./C 0 0.00@2@ 0.0@ 0.0>/ 0./07

9


90/105

2ood resale val5e and en4ine li3e.

90


91/105

Sntro


$rie Diso5n Milea4e val5e Aooks sales Re3erene isin4 *ea5res 'ma4e 65rhase

0.0@ 0.//C 0./;> 0.097 0./;/ 0./0C 0.0>>7 0.0;/ 0.09; 0./07 0.02>

RA./,. A.AS,SSA.-RO

0

0902

090)

090*

0908

091

0912

091)

091*

Now omes he rival and he loses om6eior o3 Mar5i Ae. anro. %s seen in he

3i45re i is lear ha he 5somers o6 3or he Uin4 hin4 ea5se o3 is milea4e whih

he1 6ereives is more in his ar looks does leave an im6ression his an e seen 3rom

he rankin4 aove.

%lso i is lear 3rom he aove 4ra6h ha anro is o33erin4 is 5somers los o3 diso5n

diso5ns ha are he 3avorie o3 he 'ndian marke. Uin4 is more 6o65lar amon4s kids.

9/


92/105

FINDINGS OF THE STUDY

92


93/105

F!n(!n)s

"he om6an1 is makin4 6ro6er alane eween all he markein4 mi: 3aors vi8

6rod56rie6romoion and 6lae 5no some e:en. #ene he markein4 mi: deision

and srae4ies o3 he om6an1 sho5ld e made aordin4 o 5somer e:6eaions as he

modern one6 o3 markein4 is 5somer oriened. "he 3irm sho5ld modi31 is 6rod5s

H5ali1 and 6laemen 6roed5re o 4e o6im5m 5somer sais3aion. "he om6an1

orienaion owards he marke 6lae and ar4e ons5mers is on he ri4h wa1 onsiderin4

he milea4e whih is emer4in4 as a 6rime 3aor o om6ee he marke. "his one6

em6hasis on 6romoion e33iien1 5 onsiderin4 onl1 Milea4e o ahieve ons5mer

sais3aion is no s533iien. o he om6an1 sho5ld onsider he e:ernal H5ali1 o3 he

6rod5. "he om6an1 sho5ld 6rovide 6ro6er s566l1 o3 he 6rod5 o heir a5hori8ed

dealers so he1 ma1 35l3ill he reH5iremen o3 heir s5-dealers loaed in small eners.

"he om6an1 sho5ld make B" anal1sis ime o ime o know ao5 i

sren4hweaknessand o 6reise he o66or5niies and hreas in he marke so ha

om6an1 an eH5i6 isel3 o akle and 16e o3 hallen4es .n he asis o3 anal1sis we

3o5nd ha some ons5mers wan some han4e in 6rod5. "hese han4es are like havin4

s6aio5s seas 4ood lookin4 om3orale as i is 3o5nd in ase o3 anro. "he researh

and develo6men de6armen o3 om6an1 is 4ood 5 no 56 o mark i sho5ld e

aordin4 o 5somers demand. %ordin4 o o5r anal1sis we 3o5nd ha he mos o3 he

ons5mers are om6lainin4 ao5 he 3adin4 o3 olo5r."he1 also wan some more

e:iin4 olo5r ominaion and sikers.

9;


94/105

CONCLUSION

' an e seen ha he 'ndian ar ind5sr1 is a 3lo5rishin4 one and a drivin4 3ore ehind

an1 eonom1 here3ore i is neessar1 ha his seor is 4iven 6ro6er im6orane. Mar5i

whih has now een divesed has o om6ee in an environmen wih more han a do8en

6la1er and no 4overnmen s566or hene i is neessar1 ha he om6an1 reains i own

5somer and ara more and more so as o 6rod5e in he lar4e sale and aain

eonomies o3 sale.

anro whih is a maor 6la1er in he marke has swi6ed awa1 mar5iLs share and in he

355re wo5ld onin5e o do so hene o5r s5d1 sho5ld e made hand1 so as o hoose

he ri4h markein4 mi: i.e. he 6rod5 6rie 6lae 6romoion.

ne has o see all he 3aors 3rom he ons5merLs 6ers6eive o sa1 and rea6 he

ene3is in he 5rren marke oherwise 3ae he risis 5s like *ia 'ndia did.

*or his i is neessar1 3or he om6an1 o do a B" anal1sis whih wo5ld e hel635l

in deerminin4 wha are is sren4h is weakness he o66or5niies and hreas 3rom is

rivals. #ere is a ver1 small B" anal1sis ha has een made a3er lisenin4 o he

5somerLs 6ers6eive.

9>


95/105

S1OT ANALYSIS

1HAT IS S1OT ANALYSIS8B" is aron1m 3or sren4hs weakness

o66or5niies and hreas. Bhile a 6or 5niies and hreas an e ideni3ied 1

environmen anal1sis sren4hs and weaknesses an e ideni3ied 1 or6orae a66raisal

here hese are rie3l1 desried as 3ollows.

@. STRENGTHE ren4h is an inernal a6aili1 o3 he or4ani8aion whih i an

5se o 4ain srae4i advana4e over is om6eiors.

. 1EAKNESSESE % weakness is inheren limiaion or onsrains o3 he

or4ani8aion whih reaes srae4i disadvana4e is 6osiion.

9. OPPOTUNITYE %n o66or5ni1 is a 3avorale ondiion in he or4ani8aions

environmen whih enales i o sren4hen is 6osiion.

. THREATE - % hrea is an 5n3avorale ondiion in he or4ani8aion environmen

whih a5ses a risk 3or dama4e o he or4ani8aions 6osiions.

S1OT ANALYSIS FOR THE COMPANY8

STRENGTH

"ried and esed.

Bider servie nework.

;. !as1 availaili1 o3 s6ares.

Aow mainenane os.

9@


96/105

/C-+i !&M %s &om6ared o -+i in oher ars.

!$ as &om6are o h1dra5li.

1EAKNESSES

5daed looks.

%dverisin4 or 6romoional shemes. ;. Aow 4ro5nd learane.

OPPORTUNITY

Ja6anese "ehnolo41. 2. "r5eL Val5e.

N2N (*lee mana4emen)

Mar5i ins5rane.

Bide sales and servie nework.

33ers man1 varians in se4men + wih 6rie di33erene o3 ;@00?7. Aower6rie ar 3or ever1 se4men.

THREATS

anroLs a44ressive markein4.

#15ndaiLs new o33erin4 Uin4.

her ar om6anies have also sared o33erin4 varians in almos all he se4men

'nadeH5ae s566l1 whih means loss o3 5somers.

9C


97/105

RECOMMENDATIONS

97


98/105

RECOMMENDATIONS

Mar5i sho5ld ome o5 wih ars ha are araive and a66eals o he masses.

"he Mar5i 00 wih a @-s6eed ransmission was a ver1 im6ressive ar in

erms o3 eonom1 as well as drive om3or 5somers 3eel ha he 00 model

sho5ld a4ain e la5nhed wih an overdrive @h 4ear.

"he 4ro5nd learane o3 he ars es6eiall1 Fen sho5ld e inreased.

"he ak sea divider sho5ld no e here d5e o 5nom3orale siin4 6osiion

d5e o i.

566l1 sho5ld mee demand o3 he ar his is d5e o lon4 waiin4 6eriod in

mos o3 he air-ondiioned models.

"he oo s6ae o3 he ar an e inreased es6eiall1 in he Fen.

Dealers sho5ld deliver he vehile on he da1 i has een 6romised.

*reH5en1 o3 adverisemens sho5ld e inreased.

% rand amassador an reae h16e in he 5somers mind.

Mar5i m5s 3o5s on reainin4 is 5somers and he "r5e Val5e is a 4ood

se6 owards aainin4 i.

'n he end one an sa1 ha a 4ood markein4 mi: is all ha is needed o sell he Mar5i

vehiles ea5se he1 are sill he es on he 'ndian road and de3iniel1 Mar5i has 4o

9


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some advana4es over is rival whih are hard o ea.

BIBLIOGRAPHY

99


100/105

BIBLIOGRAPHY

1EBSITE

www.mar5i.om

www.mar5i5d1o4.om

www.4oo4le.om

BOOKS

Markein4 Mana4emen (Koler $hili6)

Markein4 Mana4emen (a:ena Raan)

*o5ndaion o3 %dverisin4 "heor1 $raie

(&h5nawala..% ? ehia K.&.)

*5ndamenal o3 Markein4 (!8el Mahel ? Balker +r5e. J.)

Markein4 mana4emen (Ramaswam1 ? Namak5mari)

Researh Mehodolo41 (&.R. kohari)

SOURCES

%5o 'ndia

"o6 ,ear

/00


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%dverisin4 and Markein4

%nn5al Re6or o3 Mar5i

APPENDI:

/0/


102/105

UESTIONNAIRE

/. Bhih ar have 1o5 65rhased

2. Bha was he 65rhase mode

a) &ash

) *inane whih om6an1

'&'&' "%ND%R"

#D*& &'"' +%NK

%+N-%MR %N "#!R

;. "his is 1o5rE

a) *irs ar 1o5 had a wo wheeler earlier

) *irs ar 5 1o5 never had a wo wheeler earlier

) Re6laemen ar (i3 1es 6lease s6ei31 he 6revio5s ar and he model)

d) %ddiional ar

>. "his ar 6rimaril1 wo5ld e driven 1

@. o5 hoose his rand ea5se E

$lease rank in order o3 im6orane (/ ein4 mos im6oran)

/02


103/105

$rie X Y

hemes X Y

Milea4e X Y

Resale val5e X Y

Aooks X Y

%3er sales servies X Y

Re3erene X Y

%dverisemen X Y

*ea5res X Y

+rand ima4e X Y

Re6ea 65rhase X Y

C. Bhih are he hree rand (om6anies) ha ome o 1o5r mind when 1o5 hink

o3 a ar

a)

)

)

7. Bhih wo "V ar ommerials (%ds) an 1o5 reall ri4h now

a)

)

. Bha were he so5res o3 in3ormaion when 1o5 65rhase he ar

6ors hannels

/0;


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ar s6ors !$N

"en s6ors

%n1 oher

News hannels

%a "ak

Fee news

ar News

%n1 oher

!nerainmen hannels

ar

Fee

%n1 oher

News 6a6ers

"imes o3 'ndia #ind5san "imes

!onomi "imes %mar ala

+ainik +haskar Navhara "imes

%n1 oher

Ma4a8ines

+5siness Borld verdrive

'ndia "oda1 5look

%5o ar 'ndia +5siness "oda1

/0>


105/105

%n1 oher

9. %re here an1 s544esions ha 1o5 wan he om6an1 o im6lemen

"hank 1o5 3or 1o5r kind oo6eraion

Name

$ro3ession

%4e

&ona No.

g1 hdfc bank project

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