A Study OF Consumer Buying Behaviour Towards Maruti Suzuki PDF

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UNIVERSITY OF MUMBAIPROJECT REPORTON“A STUDY OF CONSUMER BEHAVIOUR TOWARDS MARUTI SUZUKI”SUBMITTED BYRAHUL KAMALASHANKAR PANDEYTHE AWARD OF THE DEGREE OFBACHELOR OF MANAGEMENT STUDIES (B.M) SEM-VIEXAMINATION NO:-ACADEMIC YEAR 2019- 20GUIDED BYPROF ANSARIPADMASHRI ANNASAHEB JADHAV BHARATIYA SAMAJ UNN...

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UNIVERSITY OF MUMBAI PROJECT REPORT ON “A STUDY OF CONSUMER BEHAVIOUR TOWARDS MARUTI SUZUKI” SUBMITTED BY RAHUL KAMALASHANKAR PANDEY THE AWARD OF THE DEGREE OF BACHELOR OF MANAGEMENT STUDIES (B.M.S) SEM-VI EXAMINATION NO:ACADEMIC YEAR 2019-20 GUIDED BY PROF.MINAZ ANSARI

PADMASHRI ANNASAHEB JADHAV BHARATIYA SAMAJ UNNATI MANDAL’S

B.N.N. COLLEGE, BHIWANDI DIST. THANE 421302

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DECLARATION

I, Mrs. RAHUL KAMALASHANKAR PANDEY, Exam No: 1159165 Student of B.N.N College, Bhiwandi of T.Y.B.M.S (BACHELOR OF MANAGEMENT STUDIES), Semester VI, hereby declare that I have completed project on “A STUDY OF CONSUMER BEHAVIOUR TOWARDS MARUTI SUZUKI “is a record of independent research work carried by me during the academic year 2019-20 under the guidance of PROF.MINAZ ANSARI The information submitted is true and original to the best of my knowledge.

RAHUL KAMALASHANKAR PANDEY

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SELF-FUNDED COURSES “A” NAAC Accredited

“BEST COLLEGE AWARD 2018-2019”

CERTIFICATE This is to certify That RAHUL KAMALASHANKAR PANDEY, Seat No.: 1159165 of T.Y.B.M.S (BACHELOR OF MANAGEMENT STUDIES), B.N.N College, Semester VI (Academic Year 2019-20) has successfully completed the project entitled “A STUDY OF CONSUMER BEHAVIOUR TOWARDS MARUTI SUZUKI” and submitted the project report in partial fulfillment of the requirement for the award of the Degree of T.y.b.m.s Bachelor of Management Studies of University of Mumbai.

Prof.Minaz Ansari (Project Guide)

Dr. Kalpana Patankar Jain/ Dr. Vikas Ubale (Co-coordinator)

Dr. Ashok. D.Wagh (Principal)

Examiner: -__________ Date: -__________

College Seal 3

ACKNOWLEGMENT

To list who all have helped me is difficult because they are so numerous and the depth is so enormous. I would like to acknowledge the following as being idealistic channels and fresh dimensions in the completion of this project. I take this opportunity to thank the University of Mumbai for giving me chance to do this project. I would like to thank my Principal, Dr. Ashok D.Wagh for providing the necessary facilities required for completion of this project. I take this opportunity to thank our Cocoordinator, Dr. Kalpana Patankar and Dr. Vikas Ubale for their moral support and guidance. I would also like to express my sincere gratitude towards my project guide Prof. Minaz Ansari whose guidance and care made the project successful. I would like to thank my College Nirlon Library, for having provided various reference books and magazines related to my project. Lastly, I would like to thank each person who directly or indirectly helped me in the completion of the project especially my parents and peers who supported me throughout my project.

RAHUL KAMALASHANKAR PANDEY

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INDEX CHAPTERS

NAME OF THE TOPIC

PAGE NO.

1

INTRODUCTION

1

2

LITERATURE REVIEW

6

3

RESEARCH METHODOLOGY

9

4

DATA ANALYSIS, INTERPRETATION

12

PRESENTATION

24

5

ORGANISATIONAL PROFIE

33

6

CONCLUSION

52

RECOMMENDATION

53

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BIBLIOGRAPHY

54

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ANNEXURE

55

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o CHAPTER NO.1

• INTRODUCTION

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➢ INTRODUCTION : o

MEANING OF CONSUMER BUYING BEHAVIOUR

Consumer buying behavior is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service. The study of consumer behavior draws upon social science disciplines of anthropology, psychology, sociology, and economics.

o DEFENATION:Consumer Buying Behavior refers to the actions taken (both on and offline) by consumers before buying a product or service. This process may include consulting search engines, engaging with social media posts, or a variety of other actions. It is valuable for businesses to understand this process because it helps businesses better tailor their marketing initiatives to the marketing efforts that have successfully influenced consumers to buy in the past.

o What are the major factors that influence consumer buyer behavior? A variety of factors go into the consumer buyer behavior process, but here we offer just a few. Taken separately, they may not result in a purchase. When put together in any number of combinations, the likelihood increases that someone will connect with a brand and make a purchase. Four factors influencing consumer buying behavior are • • • •

Cultural Factors - Culture is not always defined by a person's nationality. It can also be defined by their associations, their religious beliefs or even their location. Social Factors - Elements in a person's environment that impact the way they see products. Personal Factors - These may include someone's age, marital status, budget, personal beliefs, values, and morals. Psychological Factors - A person's state of mind when they are approached with a product will often determine how they feel not only about the item itself but the brand as a whole.

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What are the four types of buyers?

A. The Analytical Buyer - Motivated by logic and information, this buyer will look at all the data on competing brands and products before making an informed decision.

B. The Amiable Buyer - Warm and friendly, this buyer just wants everyone to be happy. That is why they are often paralyzed by big decisions when there is the perception of a win/lose outcome. C. The Driver Buyer - Drivers are most concerned with how others view them and whether they follow. The trendsetters, Drivers are most concerned with their appearance rather than the relationships that are formed during a transaction. D. The Expressive Buyer - Relationships are key to the Expressive Buyer. They cannot stand feeling isolated or ignored during a transaction. Instead, they want to feel like your most important asset.

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MEANING OF CONSUMER. A consumer is a person or a group who intends to order, orders, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, not directly related to entrepreneurial or business activities. o Consumer rights “Consumers, by definition, include us all;" President John F. Kennedy offered his definition to the United States Congress on March 15, 1962. This speech became the basis for the creation of World Consumer Rights Day, now celebrated on March 15. In his speech, JFK outlined the integral responsibility to consumers from their respective governments to help exercise consumers' rights, including: •

The right to safety: to be protected against the marketing of goods which are hazardous to health or life?

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The right to be informed: to be protected against fraudulent, deceitful, or grossly misleading information, advertising, labeling, or other practices, and to be given the facts he needs to make an informed choice.

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The right to choose: to be assured, wherever possible, access to a variety of products and services at competitive prices; and in those industries in which competition is not workable and Government regulation is substituted, an assurance of satisfactory quality and service at fair prices.

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The right to be heard: to be assured that consumer interests will receive full and sympathetic consideration in the formulation of Government policy, and fair and expeditious treatment in its administrative tribunals.

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➢ Economics and marketing A consumer is one that buys well for consumption and not for resale or commercial purpose. The consumer is an individual who pays some amount of money for the thing required to consume goods and services. As such, consumers play a vital role in the economic system of a capitalist economy. Without consumer demand, producers would lack one of the key motivations to produce: to sell to consumers. The consumer also forms part of the chain of distribution. Recently in marketing instead of marketers generating broad demographic profiles and Fission-graphic profiles of market segments, marketers have started to engage in personalized marketing, permission marketing, and mass customization. Largely due to the rise of the Internet, consumers are shifting more and more towards becoming producer, consumers who are also producers (often of information and media on the social web), influence the products created (e.g. by customization, crowd funding or publishing their preferences), actively participate in the production process, or use interactive products. ➢ Law and politics The law primarily uses a notion of the consumer in relation to consumer protection laws, and the definition of consumer is often restricted to living persons (i.e. not corporations or businesses) and excludes commercial users. A typical legal rationale for protecting the consumer is based on the notion of policing market failures and inefficiencies, such as inequalities of bargaining power between a consumer and a business. As all potential voters are also consumers, consumer protection has a clear political significance. Concern over the interests of consumers has spawned consumer activism, where organized activists do research, education and advocacy to improve the offer of products and services. Consumer education has been incorporated into some school curricula. There are also various non-profit publications, such as Which?, Consumer Reports and Choice magazine, dedicated to assist in consumer education and decision making. In India, the Consumer Protection Act 1986 differentiates the consummation of a commodity or service for personal use or to earn a livelihood. Only consumers are protected per this act and any person, entity or organization purchasing a commodity for commercial reasons is exempted from any benefits of this act.

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o CHAPTER NO.2

➢ LITERATURE REVIEW

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Review of Literature: Vishwa Karthikeyan (1998) in his study ascertains that low maintenance cost and fuel efficiency are the reasons to prefer Hero Honda vehicle. Murugantham (2000) in his study identified that price, design, features and availability of more service stations induces the customers to prefer Maruti cars. Kokta Thomas (2002) in his study finds that customer prefer to purchase car based on price, advertising and reputation possessed by the car. Renuka Devi (2005) in her study found that family members play a vital role in choosing particular brand of car. Gomathi (2006) in her article observes that majority of consumers prefer diesel cars due to its better mileage and high power of the car. Man deep Kaur and Sandhu (2006) in their finds that customer give much importance to safety, comfort and luxuriousness, while they prefer to purchase four wheelers. Mohinder Singh (2007)in his article finds that consumers prefers car due to superior performance, flexibility in travel, punctual in attending the assignments, privacy, easy mode of carrying parcels and carriages and act as a status symbol. Review of Indian studies: Nitin Joshi1, D. P. Mishra 1 (2011) the aim of the study is to understand the behavior of the customer in the State of Maharashtra which is one of the most developed states of India. The study was carried out to understand the customer awareness on environment friendly car (EFC). The objective of the study is to understand the awareness levels and create awareness of the EFC so that the efforts of the manufacturing the green car will be achieved. SPSS version 17.0 has been used for analysis of the data. Five hundred respondents have been asked to fill in a questionnaire. The study has been done keeping in mind age group and the geographical area of the respondents. With reference to the age group, it is observed that there is no significant difference in the awareness levels but with reference to the geography, it is observed that there is a significant difference in the awareness levels with reference to the EFC. Dr Ajoy S Joseph 5 (2011) one of the most important factors that influence purchase of passenger cars in India is the availability of auto finance or consumer credit. This empirical study analyses the behavioral pattern exhibited by passenger car customers towards auto loan schemes and Financiers when they purchase their cars. The study was based on the data collected from five hundred and twenty five passenger car owners consisting of professionals, employees of public and private sector, businessmen and agriculturist in Dakshina Kannada district of Karnataka State. The respondents have been broadly categorized into three groups on the basis of original price range of their cars viz. cars in the price range of Rs. 2 – 4 lakhs, Rs. 4 – 6 lakhs and Rs. 6 – 9 lakhs. The study finding indicates that the most important three factors considered by car purchasers while deciding auto finance company were less processing time, easy documentation and explanation of the financing scheme by the staff.

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This study has also been made on customer expectations, perceptions satisfaction in the service quality of Maruti Suzuki in Coimbatore District, and has made use of various parameters to measure the variables. The majority of the studies could separately establish their views on customer satisfaction and customer loyalty, customer service quality, and product quality, and are only reaching out to the common man recently. This study examines the customer expectations, perceptions and satisfaction in service quality of Maruti Suzuki even focusing on factors like gender, educational qualification, income level, and marital status and so on, as a whole. In this regard, this study is a maiden effort and exploratory in nature, and thereby it also contributes to the existing literature. Conclusion. In addition to the review, a presentation of an overview of car industry and the trend and growth pattern of Indian automobile industry is considered essential for the present research...

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o CHAPTER NO.3

➢ RESEARCH METHODOLOGY

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➢ MEANING. Research methodology is way to systematically solve the research problem.it may be understood as a science of studying how research is done scientifically .in it we are study the various step that are generally adopted by a researchers in studying his research problem along with logic behind them. It is necessary for researcher to know not only the research methods /technique’s but also methodology

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TITLE OF THE PROJECT.

A SUDY OF CONSUMER BUYING BEHAVIOUR OF MARUTI SUZUKI.

➢ Objective of the study

1. Analysis the comparison between the rural and urban consumer behavior. 2. To know the important variables that influences the consumer while purchasing automobile. 3. To identify the unsatisfied consumer needs. 4. To analyze the market of opportunities for automobile. 5. To know whether the demographic values of the consumer have influence on the purchase of the automobile. 6. To examine the reason for preferring a four wheeler by the customers. ➢ SOURCES OF DATA To fulfill the information need of the study .the data is collected from primary and as well as secondary sources:

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o PRIMARY DATA : We collect primary data during the courses of doing experiments in an experimental research but in case we do research of the descriptive from and perform survey , then we obtain information either through observation or through direct communication with customer in one form or another or through personal interviews. I collected the primary from personal interview. o SECONDARY DATA: The secondary data is mainly collected on the basis of. • •

Books Websites of the consumer buying behavior.

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LIMITATION OF THE STUDY.

✓ This study is limited to only automobile company. ✓ Among various type of automobile company’s ✓ This study is limited to purchase behavior of cars. ✓ This study is limited to a method which is interview survey communication. ✓ The interview is taken from team of the company.

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o CHAPTER NO.4

➢ DATA ANALYSIS, INTERPRETATION AND PRESENTATION

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➢ DATA ANALYSIS

• INTERVIEW :The whole interview was based on survey, survey has taken by volunteer. The interview was conduct public place and the questions were asked from students, ladies, teenager, and men. #survey questions.

1) Family income per annum.

family income above 8 lacs 9% 5 lacs to 8 lacs 10%

3 lacs to 5 lacs 23%

upto 3 lacs 58%

INTERPRETATION In India any family purchase any expensive product cars or other they first decide there budge the base on their family income.in survey we asked from family then we fended that the Avery family decided there particular amount .in survey we found the 59 % of people are porches up to 3lacs and 23% 3 laces to 5 laces, 10% 5 laces to 8 laces and other side the 8% family purchase above 8 laces.

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2) Mention the sources of awareness about the car.

awarness dealers 26%

advertisment 39%

relitives 11% friends 24%

INTERPRETATION People who buy the car he get to know about that through advertisement, by dealers or friends about that model. When start the survey we ask people where the come ideas and information regarding the cars and we founded that 39 % people from advertisement,24% of people from friends and 11% from relative’s and 26% from dealers they this circular create awareness regarding car.

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3) Through witch kind of advertisement people can know about the car.

advertisment magazines 8% news paper 29%

television 22%

internet 41%

INTERPRETATION When we ask people to how they know about the car model. And we get the answer, in the above pie chart we see that 41% people know about the car model from internet, 29% of people from newspaper, 22% of people from television and 8 % magazines.

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4) Who influenced your purchase decision of car?

influnced Friends 8% Parents 23% Self 58%

Wife 10%

INTERPRETATION In survey when we asked the customer where they influenced to buy a car and we get some answers in the above pie chart. Person whom influenced from family or others, in the survey we find that. The 59% from himself to buy and 23 % from parents, 10% from wife and 8 % from their friends.

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5) State the purpose for which you own a car.

Purpose business 11%

Personal 27%

personal and business 62%

INTERPRETATION In survey when we asked the customer for which purpose they buy a car in the above pie chart we see. We found the 62% of people says that they buy a car for their both use business and personal use and 27 % people for their personal use and 11% for business purpose only.

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6) Mode of purchase of your car..?

Mode of purches bank loan 14%

Cash 54%

credit 32%

INTERPRETATION We ask people how the purchase their car which means what the mode they use to buy car and we found that the 54 % of people buy a car from cash , 32 % from credit and 14 % bank loan which means the mode of purchase was depended their budge.

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7) Mention from where bought your car.

bought a car..? Brokers 10%

Friends 9%

sub-Dealershop 23%

Dealer...