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PROMOTIONS, EVENTS AND 
SURVEY ON INDIVIDUAL 
PERCEPTION ON MARUTI SUZUKI 
•Company: Sanei Motors Private Limited 
•Project Guide: Mr. Bappadityo Dhar 
•Faculty Guide: Prof. Bhupinder Arora 
•Submitted by: Somrick Guha 
•Enrollment Number: 30301300
Company Profile 
 Sanei Motors Private Limited 
 Sanei Motors Private Limited is an authorised 
dealership of Maruti Suzuki Udyog Limited. 
 Sanei Motors Private Limited has not only a 
showroom which deals with new car sales, but it 
also has two other departments. 
 True Value Maruti Suzuki, which deals with 
evaluation of old cars and sale of pre owned cars. 
 Maruti Driving School and which teaches driving to 
the first timers.
Maruti Suzuki Udyog Limited 
 Maruti Suzuki India Limited, commonly referred to 
as Maruti and formerly known as Maruti Udyog 
Limited, is an automobile manufacturer in India. It 
is a subsidiary of Japanese automobile and 
motorcycle manufacturer Suzuki. 
 Maruti Suzuki manufactures and sells a complete 
range of cars from the entry level Alto, to the 
hatchback Ritz, A-Star, Swift, Wagon R, Zen and 
sedans DZire, Kizashi and SX4, in the 'C' 
segment Eeco, Omni, Multi Purpose vehicle 
Suzuki Ertiga and Sports Utility vehicle Grand 
Vitara.
Company History 
 Maruti's history begins in 1970, when a private 
limited company named 'Maruti technical services 
private limited' (MTSPL) is launched on November 
16, 1970. 
 In June 1971, a company called 'Maruti limited' 
was incorporated under the Companies Act 
and Sanjay Gandhi became its first managing 
director. 
 In 1982, a license and Joint Venture Agreement 
(JVA) is signed between Maruti Udyog Ltd. 
and Suzuki of Japan. 
 Finally, in 1983, the Maruti 800 is released.
Expansion of Maruti Suzuki 
True Value Outlet 
Availability of easy finance 
On Road Service 
Maruti Driving School
Automobile Industry in Recent 
Years
Business Objectives 
 An insight into the automobile industry 
 Not only dealing with a product of one company in 
the industry but also other competitors in the 
industry. 
 Promotion and event managements through road 
shows, mega events, cooperative and corporate 
events. 
 As an intern, we will be learning the different 
stages of promotion, events organised under the 
dealership. 
 Handling customer grievances and feedback. 
 Customer profiling on a new product of Maruti
Targets/ Tasks 
 Promotions and Events 
 The company introduced us to the 
Promotion and events and below 
the line activities operating in the 
company. Our internship started up 
with depicting the various below the 
line activities in the promotion of the 
company and attracting their 
customers. 
 The regular tasks were attending 
some major events like ‘The Maruti 
Maha Exchange Mela’, corporate 
shows, cooperative society events 
and road shows events of Sanei 
Motors Private Limited.
Targets and Tasks 
 Showroom Visit Projects 
 A task of visiting 18 showrooms of different companies 
namely: Hyundai, Chevrolet, Mahindra, Fiat, Honda, 
Ford, Toyota and Nissan to understand the product 
profile of each and every company and the competition 
in the market. 
 To understand how the showroom ambience which 
plays a major role in a customer’s buying decision, 
right from the hospitality factors, attentiveness to the 
customer, infrastructure, sales pitch of the salesman 
and the product knowledge about a product. 
 The visits were done by me being a customer 
interested in buying a car.
Research Findings 
 The automobile sector has a huge variety of products and of 
different categories and class. 
 The automobile sector has a new thing coming one day or the 
other. 
 A consumer does take into account the hospitality he is getting, 
the salesman is attending him or not or the salesman is paying 
him good attention or not. 
 For an Indian consumer, sometimes features and interiors 
become secondary and the most important point is the mileage 
he will be getting in compared to other cars 
 For an Indian consumer, the salesman’s product knowledge and 
the demonstration does play a huge role. 
 The way the Indian consumer think is how much is the 
salesperson is attentive to him and the knowledge he has about 
not only his products but even other products too.
Targets/ Tasks 
 Customer Profiling of their 
new product Celerio in the 
Market 
 The customer profiling of 10 
customers was done in 3 days with a 
proper questionnaire and profiling of 
a new product namely Celerio of 
Maruti Suzuki. 
 The work done was with the help of 
68 questionnaires, capturing the 
customers, experiences and 
grievances regarding the product. 
 The customers were approached 
with a gift, for giving us an 
opportunity to serve them
Research Findings 
 The Celerio comes in two variants 
 Automatic Transmission 
 Manual Transmission 
 According to the customers, Celerio is a car for every person, there is no 
such people who would not love to drive a car like Celerio. 
 The customers were very satisfied with the engine pickups and interiors 
 The customers felt very comfortable and said the car is good value for 
money car and spacious too. 
 The customers were not satisfied with the mileage. According to them, 
instead of a 23.1kmpl, they were getting 11-12kmpl. 
 The customers were not satisfied with the body weight and thought the car 
to be unsafe. 
 The Celerio came up with less features in the mid-section (i.e., the Vxi or the 
Vdi) of the model. 
 The top model of Celerio (Zxi or Zdi) does not have an automatic gear shift 
in it.
Individual’s Perception on Maruti 
Suzuki 
 Objective of the study 
 The objective of the study is to find out the consumer 
behaviour towards Maruti Suzuki products. 
 To study the most preferred four wheelers in terms of 
technology and price. 
 To study the most desirable four wheelers brand with 
respect to mileage and fuel consumption. 
 To determine consumers preferences in terms of 
aesthetic value addition (inner value) in four wheelers 
segment. 
 To study consumer awareness in the range of 
available products.
 Primary Sources 
 Primary data has been collected with help of questionnaire 
from various four wheelers users. The data collected through 
questionnaire form that is filled by the general public 
according to the researcher’s convenience. 
 Sample 
 A sample size for this research is 150 and sample is taken 
randomly. 
 Secondary Data 
 Secondary data collection is collected by others already and 
the Researcher will be using that information for his own 
research purpose. 
 Secondary data can be collected from published reports, 
newspaper, websites, and journals, Publications of national 
and international organisation.
Gender of the Respondent 
62% 
38% 
Male 
Female 
Company Shares 
36% 
17% 
5% 
3% 
7% 
25% 
5% 
2% 
Maruti Suzuki 
Chevrolet 
Hyundai 
Honda 
Tata Motors 
Mahindra 
Toyota 
Others 
Age of the respondent 
3% 
30% 
10% 
10% 
6% 
23% 
20% 
14% 
Class of Cars 
Mini 
Hatchbacks 
Compact-Sedan 
Sedan 
MUVs/LUVs 
SUVs 
9% 
30% 
40% 
5% 
18-23 
23-28 
28-34 
34-40 
40-50 
>50
19% 
19% 
62% 
Price 
No 
Neutral 
Yes 
14% 
23% 
63% 
Mileage 
No 
Neutral 
Yes 
7% 
14% 
79% 
Looks 
No 
Neutral 
Yes 
Whether the Price of Maruti Suzuki is 
Satisfactory or not? 
Whether the Mileage of Maruti Suzuki 
is Satisfactory or not? 
Whether the Looks and 
style of Maruti Suzuki 
Products is needs to 
change or not?
6% 
21% 
73% 
Interiors 
No 
Neutral 
Yes 
19% 
39% 
42% 
Safety Features 
No 
Neutral 
Yes 
Seating Capacity 
4% 
23% 
73% 
No 
Neutral 
Yes 
Whether the Interiors of Maruti 
Suzuki is Satisfactory or not? 
Whether the Safety Features of Maruti Suzuki 
Products was an important feature in buying a 
Maruti Suzuki? 
Whether the Seating 
Capacity of Maruti Suzuki 
Products is satisfactory or 
not?
After Sales Service 
Engine Performance 
1% 3% 
96% 
Whether the Accessories of Maruti Suzuki 
Products is priced high than the one in the 
local market or not? 
No 
Neutral 
Yes 
18% 
29% 
53% 
Accessories 
No 
Neutral 
Yes 
2% 
23% 
75% 
No 
Neutral 
Yes 
Whether the Engine 
Performance of Maruti 
Suzuki Products is 
satisfactory or not? 
Whether the After Sales Service of Maruti 
Suzuki Products is satisfactory or not?
5% 
27% 
68% 
Resale Value 
No 
Neutral 
Yes 
Status Symbol 
2%4% 
94% 
No 
Neutral 
Yes 
Whether the Resale value of Maruti 
Suzuki Product is satisfactory or not? 
Whether the purchase of Maruti Suzuki 
Products adds something to their Status 
Symbol or not?
Research Findings 
 The Price and mileage suits an Indian consumer who takes care of his 
pocket well. 
 Maruti Suzuki needs to work on their looks as compared to others in their 
matter. 
 Maruti Suzuki consumers are less concerned about the safety feature in a 
car. 
 The consumers are very happy with the seating capacity 
 The consumers have no complaints on the engine performance 
 The accessories of the provided under Maruti Genuine Accessories(MGA) 
needs to be much cheaper according to the consumers 
 The after sales service is one of the biggest factors which the consumer 
look ahead to and very satisfied with Maruti’s after sales service. 
 The resale value is satisfactory when sold later on 
 The status symbol in the sense works for a consumer on the basis of their 
sensibility in choosing a maruti product in this petrol hike market
Suggestions 
 It is found that in this segment the important features considered by 
the customers while buying a car are mileage, price & maintenance. 
So manufacturer has to consider these aspects to attract and retain 
customers thus making an effort to build a good brand image. 
 Discount on accessories and spare parts also act as influencing 
factors for purchase decision. So dealer can give discounts on spare 
parts and accessories, after sales for a period of a year or two to 
stimulate the customers. 
 Customers want service at their doorsteps but are unaware of the 
home delivery facility provided by the dealers. So a measure has to 
be taken to create awareness in this direction. 
 Most of the customers buy cars from bank loan rather than financial 
companies. So the companies have to come up with attractive loan 
facilities to their customers. 
 Word of mouth is effective media of communication. Hence the 
dealer should keep the existing customers happy by providing good 
service and make customers talk good about their service provided.
SWOT Analysis 
 Strengths 
 Sales Team operating effectively 
 Good Infrastructure 
 Huge inventory of pre-owned cars 
available 
 Availability of on-road assistance at 
any time service available. 
 Availability of home delivery services 
and test drive services. 
 Weaknesses 
 Huge sales team effecting the 
organisation due to over employment. 
 Huge competition within the 
organisation between salesmen. 
 Problems in Delivery Department. 
 Very slow processing of administration. 
 Problems in Car registrations. 
• Threats 
• Huge competition among 
dealerships. 
• Huge competition between other 
brands and Maruti Suzuki 
• Loss of customers due to less 
re-sale value 
• Loss of customers due to 
registration issues. 
• Opportunities 
• Huge sales team can be used to 
sales very effectively. 
• Two huge workshops available in 
the city and a district and Maruti on-road 
services available. 
• Two showrooms available in the city 
and a district. 
• Indian consumer attraction may 
lead to better sales figures.
Conclusion 
 Kolkata being a metropolitan city is dwelled by middle and 
higher-class people in majority. 
 The market for four-wheeler has never been a dearth here. 
But of all the varieties available in this segment, small cars are 
most preferred. 
 Customers in this segment want to adopt change into their life 
style. 
 This has fostered entry of varieties of small cars available 
nation-wide to flourish in this market. This has enhanced the 
competition in this car segment. 
 But Maruti with stood this competition by retaining its market 
share to be the highest. 
 The results of the survey conducted showed that Maruti Alto 
Brand is the most preferred car and it also showed the buying 
behaviour of customers that the most of the customer 
purchase car based on mileage followed by price and 
maintenance.
Promotions, Events and Survey on Individual Perception on Maruti Suzuki
http://www.unitedworld.edu.in/ 
Campus 
Ahmedabad Campus: Karnavati Knowledge Village, 
A/907,Uvarsad, S.G.Highway, Gandhinagar 
Kolkata Campus: Infinity Benchmark Tower 10th Floor, 
Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata. 
Reg. Office: 407, Zodiac Square, 4th Floor Opp. 
Gurudwara, S.G. Road, Bodakdev, Ahmedabad.

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Promotions, Events and Survey on Individual Perception on Maruti Suzuki

  • 1. PROMOTIONS, EVENTS AND SURVEY ON INDIVIDUAL PERCEPTION ON MARUTI SUZUKI •Company: Sanei Motors Private Limited •Project Guide: Mr. Bappadityo Dhar •Faculty Guide: Prof. Bhupinder Arora •Submitted by: Somrick Guha •Enrollment Number: 30301300
  • 2. Company Profile  Sanei Motors Private Limited  Sanei Motors Private Limited is an authorised dealership of Maruti Suzuki Udyog Limited.  Sanei Motors Private Limited has not only a showroom which deals with new car sales, but it also has two other departments.  True Value Maruti Suzuki, which deals with evaluation of old cars and sale of pre owned cars.  Maruti Driving School and which teaches driving to the first timers.
  • 3. Maruti Suzuki Udyog Limited  Maruti Suzuki India Limited, commonly referred to as Maruti and formerly known as Maruti Udyog Limited, is an automobile manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle manufacturer Suzuki.  Maruti Suzuki manufactures and sells a complete range of cars from the entry level Alto, to the hatchback Ritz, A-Star, Swift, Wagon R, Zen and sedans DZire, Kizashi and SX4, in the 'C' segment Eeco, Omni, Multi Purpose vehicle Suzuki Ertiga and Sports Utility vehicle Grand Vitara.
  • 4. Company History  Maruti's history begins in 1970, when a private limited company named 'Maruti technical services private limited' (MTSPL) is launched on November 16, 1970.  In June 1971, a company called 'Maruti limited' was incorporated under the Companies Act and Sanjay Gandhi became its first managing director.  In 1982, a license and Joint Venture Agreement (JVA) is signed between Maruti Udyog Ltd. and Suzuki of Japan.  Finally, in 1983, the Maruti 800 is released.
  • 5. Expansion of Maruti Suzuki True Value Outlet Availability of easy finance On Road Service Maruti Driving School
  • 6. Automobile Industry in Recent Years
  • 7. Business Objectives  An insight into the automobile industry  Not only dealing with a product of one company in the industry but also other competitors in the industry.  Promotion and event managements through road shows, mega events, cooperative and corporate events.  As an intern, we will be learning the different stages of promotion, events organised under the dealership.  Handling customer grievances and feedback.  Customer profiling on a new product of Maruti
  • 8. Targets/ Tasks  Promotions and Events  The company introduced us to the Promotion and events and below the line activities operating in the company. Our internship started up with depicting the various below the line activities in the promotion of the company and attracting their customers.  The regular tasks were attending some major events like ‘The Maruti Maha Exchange Mela’, corporate shows, cooperative society events and road shows events of Sanei Motors Private Limited.
  • 9. Targets and Tasks  Showroom Visit Projects  A task of visiting 18 showrooms of different companies namely: Hyundai, Chevrolet, Mahindra, Fiat, Honda, Ford, Toyota and Nissan to understand the product profile of each and every company and the competition in the market.  To understand how the showroom ambience which plays a major role in a customer’s buying decision, right from the hospitality factors, attentiveness to the customer, infrastructure, sales pitch of the salesman and the product knowledge about a product.  The visits were done by me being a customer interested in buying a car.
  • 10. Research Findings  The automobile sector has a huge variety of products and of different categories and class.  The automobile sector has a new thing coming one day or the other.  A consumer does take into account the hospitality he is getting, the salesman is attending him or not or the salesman is paying him good attention or not.  For an Indian consumer, sometimes features and interiors become secondary and the most important point is the mileage he will be getting in compared to other cars  For an Indian consumer, the salesman’s product knowledge and the demonstration does play a huge role.  The way the Indian consumer think is how much is the salesperson is attentive to him and the knowledge he has about not only his products but even other products too.
  • 11. Targets/ Tasks  Customer Profiling of their new product Celerio in the Market  The customer profiling of 10 customers was done in 3 days with a proper questionnaire and profiling of a new product namely Celerio of Maruti Suzuki.  The work done was with the help of 68 questionnaires, capturing the customers, experiences and grievances regarding the product.  The customers were approached with a gift, for giving us an opportunity to serve them
  • 12. Research Findings  The Celerio comes in two variants  Automatic Transmission  Manual Transmission  According to the customers, Celerio is a car for every person, there is no such people who would not love to drive a car like Celerio.  The customers were very satisfied with the engine pickups and interiors  The customers felt very comfortable and said the car is good value for money car and spacious too.  The customers were not satisfied with the mileage. According to them, instead of a 23.1kmpl, they were getting 11-12kmpl.  The customers were not satisfied with the body weight and thought the car to be unsafe.  The Celerio came up with less features in the mid-section (i.e., the Vxi or the Vdi) of the model.  The top model of Celerio (Zxi or Zdi) does not have an automatic gear shift in it.
  • 13. Individual’s Perception on Maruti Suzuki  Objective of the study  The objective of the study is to find out the consumer behaviour towards Maruti Suzuki products.  To study the most preferred four wheelers in terms of technology and price.  To study the most desirable four wheelers brand with respect to mileage and fuel consumption.  To determine consumers preferences in terms of aesthetic value addition (inner value) in four wheelers segment.  To study consumer awareness in the range of available products.
  • 14.  Primary Sources  Primary data has been collected with help of questionnaire from various four wheelers users. The data collected through questionnaire form that is filled by the general public according to the researcher’s convenience.  Sample  A sample size for this research is 150 and sample is taken randomly.  Secondary Data  Secondary data collection is collected by others already and the Researcher will be using that information for his own research purpose.  Secondary data can be collected from published reports, newspaper, websites, and journals, Publications of national and international organisation.
  • 15. Gender of the Respondent 62% 38% Male Female Company Shares 36% 17% 5% 3% 7% 25% 5% 2% Maruti Suzuki Chevrolet Hyundai Honda Tata Motors Mahindra Toyota Others Age of the respondent 3% 30% 10% 10% 6% 23% 20% 14% Class of Cars Mini Hatchbacks Compact-Sedan Sedan MUVs/LUVs SUVs 9% 30% 40% 5% 18-23 23-28 28-34 34-40 40-50 >50
  • 16. 19% 19% 62% Price No Neutral Yes 14% 23% 63% Mileage No Neutral Yes 7% 14% 79% Looks No Neutral Yes Whether the Price of Maruti Suzuki is Satisfactory or not? Whether the Mileage of Maruti Suzuki is Satisfactory or not? Whether the Looks and style of Maruti Suzuki Products is needs to change or not?
  • 17. 6% 21% 73% Interiors No Neutral Yes 19% 39% 42% Safety Features No Neutral Yes Seating Capacity 4% 23% 73% No Neutral Yes Whether the Interiors of Maruti Suzuki is Satisfactory or not? Whether the Safety Features of Maruti Suzuki Products was an important feature in buying a Maruti Suzuki? Whether the Seating Capacity of Maruti Suzuki Products is satisfactory or not?
  • 18. After Sales Service Engine Performance 1% 3% 96% Whether the Accessories of Maruti Suzuki Products is priced high than the one in the local market or not? No Neutral Yes 18% 29% 53% Accessories No Neutral Yes 2% 23% 75% No Neutral Yes Whether the Engine Performance of Maruti Suzuki Products is satisfactory or not? Whether the After Sales Service of Maruti Suzuki Products is satisfactory or not?
  • 19. 5% 27% 68% Resale Value No Neutral Yes Status Symbol 2%4% 94% No Neutral Yes Whether the Resale value of Maruti Suzuki Product is satisfactory or not? Whether the purchase of Maruti Suzuki Products adds something to their Status Symbol or not?
  • 20. Research Findings  The Price and mileage suits an Indian consumer who takes care of his pocket well.  Maruti Suzuki needs to work on their looks as compared to others in their matter.  Maruti Suzuki consumers are less concerned about the safety feature in a car.  The consumers are very happy with the seating capacity  The consumers have no complaints on the engine performance  The accessories of the provided under Maruti Genuine Accessories(MGA) needs to be much cheaper according to the consumers  The after sales service is one of the biggest factors which the consumer look ahead to and very satisfied with Maruti’s after sales service.  The resale value is satisfactory when sold later on  The status symbol in the sense works for a consumer on the basis of their sensibility in choosing a maruti product in this petrol hike market
  • 21. Suggestions  It is found that in this segment the important features considered by the customers while buying a car are mileage, price & maintenance. So manufacturer has to consider these aspects to attract and retain customers thus making an effort to build a good brand image.  Discount on accessories and spare parts also act as influencing factors for purchase decision. So dealer can give discounts on spare parts and accessories, after sales for a period of a year or two to stimulate the customers.  Customers want service at their doorsteps but are unaware of the home delivery facility provided by the dealers. So a measure has to be taken to create awareness in this direction.  Most of the customers buy cars from bank loan rather than financial companies. So the companies have to come up with attractive loan facilities to their customers.  Word of mouth is effective media of communication. Hence the dealer should keep the existing customers happy by providing good service and make customers talk good about their service provided.
  • 22. SWOT Analysis  Strengths  Sales Team operating effectively  Good Infrastructure  Huge inventory of pre-owned cars available  Availability of on-road assistance at any time service available.  Availability of home delivery services and test drive services.  Weaknesses  Huge sales team effecting the organisation due to over employment.  Huge competition within the organisation between salesmen.  Problems in Delivery Department.  Very slow processing of administration.  Problems in Car registrations. • Threats • Huge competition among dealerships. • Huge competition between other brands and Maruti Suzuki • Loss of customers due to less re-sale value • Loss of customers due to registration issues. • Opportunities • Huge sales team can be used to sales very effectively. • Two huge workshops available in the city and a district and Maruti on-road services available. • Two showrooms available in the city and a district. • Indian consumer attraction may lead to better sales figures.
  • 23. Conclusion  Kolkata being a metropolitan city is dwelled by middle and higher-class people in majority.  The market for four-wheeler has never been a dearth here. But of all the varieties available in this segment, small cars are most preferred.  Customers in this segment want to adopt change into their life style.  This has fostered entry of varieties of small cars available nation-wide to flourish in this market. This has enhanced the competition in this car segment.  But Maruti with stood this competition by retaining its market share to be the highest.  The results of the survey conducted showed that Maruti Alto Brand is the most preferred car and it also showed the buying behaviour of customers that the most of the customer purchase car based on mileage followed by price and maintenance.
  • 25. http://www.unitedworld.edu.in/ Campus Ahmedabad Campus: Karnavati Knowledge Village, A/907,Uvarsad, S.G.Highway, Gandhinagar Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata. Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G. Road, Bodakdev, Ahmedabad.