Description
A project report containing marketing research on “The Impact of Brand Preference among B-Segment cars on Buying behavior of customers at Belgaum city”
SHANTESHA MOTORS PVT. LTD.
EXECUTIVE SUMMARY
A project report containing marketing research on “The Impact of Brand Preference
among B-Segment cars on Buying behavior of customers at Belgaum city¨ is partial
fulfillment of requirement of MBA-II semester in Belgaum Institute of Management
Studies, Belgaum.
So the need to know which is the Brand preferred and the Buying eha!iour of customer,
I collected the information y a structured questionnaire that included all the
requirements what the SM"# needed and the questionnaire is attached in the appendi$.
%his study helps the organi&ation in the following ways'
• Management will know the most preferred rand among B-segment cars
• Management will understand the uying eha!iour of customers
• %o understand customers preference towards dealers.
So these are some fact y conducting this sur!ey.
SHANTESHA MOTORS PVT. LTD.
INTRODUCTION
It gi!es me an immense pleasure to present you this entire project. %he project emphases
on “THE IMPACT OF BRAND PREFERENCE AMONG B-SEGMENT CARS ON
BUYING BEHAVIOUR OF CUSTOMERS AT BELGAUM CITY ” the study is
undertaken at Shantesha Motors "!t #td. Belgaum.
%he project report focuses on the Brand preferred y the customers, their Buying
Beha!iour, customers preference towards dealers and what all ser!ice the customer
wanted.
LITERATURE REVIEW
Brand preference:
%oday, the primary capital of much usiness is their rands. (or decades, the !alue of the
company was measured in terms of its real estate, then tangile assets, plants and
equipments. )owe!er, it has recently een recogni&ed that a company*s real !alue lies
outside the usiness itself, in the minds of potential uyers.
(or the potential customer, a rand is a landmark. #ike money, it facilitates trade.
(aced with a multitude of silent or +hard ,to-read- products, whose performance cannot
e assessed at first glance, customer are confused. Brand and prices make products easier
to +read-, remo!ing uncertainty. A product price measures it*s monetary !alue, it*s rand
identifies the products and re!eals the facts of it*s differences functional !alue ,pleasure
!alue and symolic !alue as a reflection as a uyer*s self image. .ne word, .ne Symol
SHANTESHA MOTORS PVT. LTD.
Summari&es an idea, a sentence and a long list of attriutes ,!alues and principles infused
into the product or ser!ice .A rand encapsulates identity, origin and difference. It e!okes
this information concentrate in a word or a sign. %his is why rands are !ital for usiness
e$change when faced with, say, hundreds of personal computers, a uyer can use rands
to structure this selection, to segment it, helping him to decide what he wants, looking
towards the products whose rand indicate that they will satisfy his e$pectations, needs,
or wishes. In markets in which technology and fashion mean that the choice is constantly
e!ol!ing, rands pro!ide ha!ens of staility, descriing an identity and promising
constant features and direction.
Brands are the real capital of usiness, yet rand management is still in its infancy. At
present, the tendency is to manage products that happen to ha!e a name. Management is
still li!ing in the age of the products, ut rand management in!ol!es other, specific
approaches and principles. %hese are the focus of this presentation.
A rand is not a product' it is the product*s source, its meaning, and its direction, and it
defines its identity in time and space. Businesses are disco!ering that rand equity must
e managed, nurtured, and controlled. Brand consciousness is raising new questions for
mangers' how many rands e e$tended/ 0hat products and ser!ice should it
encompass/ .r, on the other hand, what should its limit e, e!en when a certain turno!ers
is e$pected from it/ 1oing too far can also weaken rand equity.
SHANTESHA MOTORS PVT. LTD.
)ow do you manage rands o!er time and keep them up to date, as technologies,
products and customers are changing/ )ow do you manage while staying the same/ )ow
do pro!ide consistent synergic management of the range of product sold under a single
rand/ )ow do you optimi&e image in the relationship etween products and their rand/
)ow far can a rand e e$tended geographically/ 2oes it ha!e the potential to ecome a
homogeneous geo-rand in all countries/ .r is this impossile, or e!en undesirale/
Many companies ha!e the same name as their rand 3e.g., 4enault, 5estle, IBM, BAS(6.
0hat difference etween managing a rand image and managing corporate and
institutional image/ (inally, gi!en that rands do ha!e a !alue, how can this e measured,
so that it can e tracked and controlled/ Should it e capitali&ed on the alance sheet, to
indicate its true economic !alue to stockholders, in!estors, and financial partners/
Brands !ary in the amount of power and !alue they ha!e in the market place. At one
e$treme are rands that are not know y most uyers. %hen there are rands for which
uyers ha!e a fairly high degree of rand awareness. Beyond this are rands with a high
degree of rand acceptaility. %here are rands that enjoy a high degree of rand
preference. (inally there are rands that command a high degree of loyalty.
%ony .* 4eilly, former 78. of ). 9. )ein&, proposed this test of rand loyalty' +My acid
test: is whether a house wife, intending to uy )ein& tomato ketchup in a store, finding
it to e out of stock, will walk out of the store to uy it elsewhere. -
SHANTESHA MOTORS PVT. LTD.
Aaker distinguished fi!e le!els of customer attitude toward his or her rand, from lowest
to highest.
;. 7ustomer will change rands, especially for price reasons. 5o rand loyalty.
<. 7ustomer is satisfied. 5o reason to change the rand.
=. 7ustomer is satisfied and would incur costs y changing rand.
>. 7ustomer !alues the rands and sees it as a friend.
?. 7ustomer is de!oted to the rand.
Statement of the problem
In Indian car industry, small car segments ha!e played a !ery crucial and significant role
due to its economy, efficiency and effecti!eness. 2ue to in!asion of foreign cars into
Indian markets, the pace of competition has hiked. %his has rought into market, numer
of Brands and their !ariants competing to with each other.
All these factors ha!e resulted in flu$ in the minds of the customers as to which rand to
go for. In other words, Brand-switching is gaining the momentum. So to position the
rand in the minds of the customers the company or dealer should keep the track of this
shift in preferences. )ence the main purpose of this study is to find the “Impact of
Brand preference among B-Segment cars on Buying behaviour of customers at
Belgaum city¨.
SHANTESHA MOTORS PVT. LTD.
Purpose o s!u"#
%he purpose of the study is to know the Brand preferred y the customers and change in
uying eha!ior can e estimated y this study. %he marketing strategies can e designed
in accordance with this change. It will e helpful for the managers to make decisions.
)ence, this study should e conducted.
S$ope o !%e s!u"#
%he main purpose of the study is to know the +Impact of Brand preference among B-
segment cars on Buying Beha!ior of 7ustomers at Belgaum city-. %his study will pro!ide
solutions to the management y understanding customers feedack.
%hrough this study Management will know :
? %he reason why people opt four-wheeler.
?%o know the features considered y the customers while purchasing a car.
?%o know the most preferred rand y the customers.
?%he scope of the study is restricted up to the Belgaum city.
SHANTESHA MOTORS PVT. LTD.
SHANTESHA MOTORS PVT. LTD.
O&'e$!()es o !%e s!u"#
;. %o find the impact of Brand preference among B-segment cars.
<. %o understand the Buying eha!iour of customers.
=. %o know the facilities@ser!ices e$pected y the customers from the dealer.
>. %o know the means of finance preferred y the customers.
?. %o know the reason why people opt four-wheeler.
A. %o know the significant attriutes preferred y customers in a car.
SHANTESHA MOTORS PVT. LTD.
ORGANIZATION PROFILE
MARUTI UDYOG LIMITED
ORGANIZATION OVERVIEW:
Maruti Bdyog #imited 3MB#6 was estalished in (e ;CD; through an Act of
"arliament, to meet the growing demand of a personal mode of transport caused y the
lack of an efficient pulic transport system.
Su&uki Motor 7ompany was chosen from se!en prospecti!e partners worldwide.
%his was not only due to their undisputed leadership in small cars ut also to their
commitment to acti!ely ring to MB# contemporary technology and 9apanese
management practices 3which had catapulted 9apan o!er BSA to the status of the top auto
manufacturing country in the world6.
A licence and a 9oint Eenture agreement was signed etween 1o!t. of India and
Su&uki Motor 7ompany 3now Su&uki Motor 7orporation of 9apan6 in .ct ;CD<.
SHANTESHA MOTORS PVT. LTD.
The objectives of MUL then were:
;. Moderni&ation of the Indian Automoile Industry.
<. "roduction of fuel-efficient !ehicles to conser!e scarce resources.
=. "roduction of large numer of motor !ehicles which was necessary for economic
growth.
ORGANIZATION VISION:
"The Leader in The Indian Automobile Industry, creating Customer Delight and
Shareholder's Wealth; A pride of India."
OUR CORE VALUES:
;. 7ustomer .session
<. (ast, (le$ile and (irst Mo!er
=. Inno!ation and 7reati!ity
>. 5etworking and "artnership
?. .penness and #earning
SHANTESHA MOTORS PVT. LTD.
TECHNOLOGICAL ADVANTAGE:
0e ha!e introduced the superior ;A F > )ypertech engines across the entire Maruti
Su&uki range. %his new technology harnesses the power of a rainy ;A-it computer to a
fuel efficient >-!al!e engine to create optimum engine deli!ery. %his means e!ery Maruti
Su&uki owner gets the ideal comination of power and performance from his car.
.ur other inno!ation has een the introduction of 8lectronic "ower Steering 38"S6 in
select models. %his results in etter and greater maneu!eraility. In other words, our cars
ha!e ecome more pleasurale to dri!e.
PRDUCTION/ R & D:
Spread o!er a sprawling <CG acres with = fully-integrated production facilities, the Maruti
Bdyog "lant has already rolled out o!er >.= million !ehicles. In fact, on an a!erage, two
!ehicles roll out of the factory e!ery minute. And it takes on an a!erage, just ;> hours to
make a car. More importantly, with an incredile range of ;; models a!ailale in ?H
!ariants, thereIs a Maruti Su&uki made here to fit e!ery car-uyerIs udget. And dream.
SHANTESHA MOTORS PVT. LTD.
Pro"u$!(o* M(+es!o*es
; st !ehicle produced, 2ecemer ;CD=
;,HH,HHH !ehicles produced y August, ;CDA
?,HH,HHH !ehicles produced y 9une, ;CCH
;H,HH,HHH !ehicles produced y March, ;CC>
;?,HH,HHH !ehicles produced y April, ;CCA
<H,HH,HHH !ehicles produced y .ctoer, ;CCG
<?,HH,HHH !ehicles produced y March, ;CCC
=H,HH,HHH !ehicles produced y 9une, <HHH
=?,HH,HHH !ehicles produced y 2ecemer <HH;
>H,HH,HHH !ehicles produced y April, <HH=
>?,HH,HHH !ehicles produced y April, <HH>
MILESTONES:
2006
%he car of the Jear Maruti S0I(%.
2005
%he fiftieth lakh car rolls out in April, <HH?
1rowth in o!erall sales y ;?.DK
SHANTESHA MOTORS PVT. LTD.
2004
5ew 3non AlC) !ariant of Alto
Alto ecomes IndiaIs new est selling car
#"1 !ariant of I.mni 7argoI
Eersa ?-seater, a new !ariant
Baleno #LI, a new !ariant
Maruti closed the financial year <HH=-H> with an annual sale of >G<;<<
units, the highest e!er since the company egan operations <H years ago
2003
5ew Su&uki 1rand Eitara L#-G
4edesigned and all-new Men
5ew upgraded 0agon4
8nters into partnership with State Bank of India
"roduction of > millionth !ehicle. #isted on BS8 and 5S8 after a pulic
issue o!ersuscried ;H times
2002
0agon4 "ride
8steem 2iesel. All other !ariants upgraded
Maruti Insurance. %wo new susidiaries started' Maruti Insurance
SHANTESHA MOTORS PVT. LTD.
2istriutor Ser!ices and Maruti Insurance Brokers #imited
Alto Spin #Li, with electronic power steering
Special edition of Maruti DHH, IndiaIs first colour-coordinated car
Maruti %rue !alue in Mumai
Maruti (inance in Mumai with ;H finance companies
Su&uki Motor 7orporation 3SM76 increases its stake in Maruti to ?>.<
"ercent
2001
Men #$i
Maruti %rue Ealue launched in Bangalore and 2elhi
Maruti Eersa, IndiaIs first lu$ury M"E
Alto Spin #Li, with electronic power steering
Alto E$i
7ustomer information centers launched in )yderaad, Bangalore and
7hennai
#aunch of !ersa
2000
(irst car company in India to launch a 7all 7enter
5ew Alto
Altura, a lu$ury estate car
SHANTESHA MOTORS PVT. LTD.
I2%4 3Institute of 2ri!ing %raining and 4esearch6 launched jointly with
the 2elhi go!ernment to promote safe dri!ing haits
1999
Maruti DHH 8L 3 GCAcc, hatchack car6
Men #L 3CC=cc, hatchack car6
Men ELi 3CC=cc, hatchack car with power steering6
.mni L# 3 GCAcc, MBE, high roof6
Baleno 3;AHHcc, = Bo$ 7ar6
0agon 4
#aunch of Maruti - Su&uki inno!ati!e traffic eat in 2elhi and 7hennai
as social initiati!es
1998
Maruti launches wesite as part of 74M initiati!es
Men 2 3;?<G cc diesel, hatchack car6
Men EL N Men EL Automatic
5ew 3.mni N .mni 86 3GCAcc, MBE6
#aunch of wesite as part of 74M initiati!es
SHANTESHA MOTORS PVT. LTD.
1997
;CCD 8steem 3;<CCcc, = o$ car6 #L, EL and AL
5ew Maruti DHH 3GCAcc,hatchack 7ar6 Standard and 2elu$e
"roduced the < millionth !ehicle since the commencement of production
1996
1ypsy 386 3CGHcc, >02 D seater6
.mni 386 3GCAcc, MBE, D seater6
1ypsy Oing 3;<CDcc, >02, off road !ehicle6
Men Automatic 3CC=cc, hatchack car6
8steem ;.=# 3;<CD cc, = o$ 7ar6AL
#aunch of <>-hour emergency on-road !ehicle ser!ice
1995
8steem ;.=# 3;<CD cc, = o$ car6EL
0ith the launch of second plant, installed capacity reached <HH,HHH units
SHANTESHA MOTORS PVT. LTD.
1994
8steem;.=# 3;<CDcc, = o$ car6 #L "roduced the ;
millionth !ehicle since the commencement of
production
1993
Men3CC=cc, hatchack 7ar6, which was later e$ported in 8urope and
elsewhere as the Alto
1992
SM7 increases its stake
1991
4eaches cumulati!e indigenisation of A? percent for all !ehicles
produced
1990
Maruti ;HHH3CGHcc, = o$6, IndiaIs first contemporary sedan
1988
Installed capacity increased to ;HH,HHH units
SHANTESHA MOTORS PVT. LTD.
1987
8$ported first lot of ?HH cars to )ungary
1986
Maruti DHH 3 5ew Model-GCAcc, hatchack 7ar6
Maruti DHH 3 5ew Model-GCAcc, hatchack 7ar6
1985
#aunch of Maruti 1ypsy 3CGHcc, > 02 off-road !ehicle6
1984
.mni, a GCAcc MBE
Installed capacity reached >H,HHH units
1983
Maruti DHH, a GCA cc hatchack, IndiaIs first affordale car.
"roduction was started under 9E A
1982
#icense and 9E agreement signed etween Maruti Bdyog #td. and SM7
of 9apan
SHANTESHA MOTORS PVT. LTD.
1981
Maruti Bdyog #td was incorporated under the pro!isions of the Indian 7ompanies Act,
;C?A
AWARDS '
2004
Maruti Su&uki was 5o.; in 7ustomer Satisfaction, 5o.; in Sales
Satisfaction 5o.; in "roduct Puality 38steem and Alto6 and 5o.; in
"roduct Appeal 38steem and 0agon 46
5o.; in %otal 7ustomer Satisfaction 3Maruti DHH, Men and Alto6
Business 0orld ranked us among the countryIs fi!e most respected
companies
Business 0orld ranked us the countryIs most respected automoile
company
Eoted Manufacturer of the year y 75B7
Eoted one of IndiaIs 1reenest 7ompanies y Business %oday-A7
5ielson .41-MA41
2003
Maruti DHH, Maruti Men and Maruti 8steem make it to the top ;H
automoti!e rands in QMost %rusted Brand sur!ey <HH=Q
9 2 "ower ranked = models of Maruti on top' 0agonr, Men and 8steem
SHANTESHA MOTORS PVT. LTD.
Maruti DHH and 0agonr top in 5(. %otal 7ustomer Satisfaction Study
<HH=.
MB# tops in 9 2 "ower 7SI 3<HH ;6 for >th time in a row
2001
MB# tops in 9 2 "ower 7SI 3<HH ;6 for <nd time in a row' another
international first
2000
Maruti ags 92 "ower 7SI , ;
st
rankR unique achie!ement y market
leader anywhere in the world
1999
MSM launched as model workshop in IndiaR achie!es highest 7SI rating.
7entral Board of 8$cise N 7ustoms awards Maruti with QSamman
"atraQ, for contriution to e$chequer and eing an ideal ta$ assessee
1998
7IIIs Business 8$cellence A ward
SHANTESHA MOTORS PVT. LTD.
1996
Maruti wins I5SSA5 award for Q8$cellence in Suggestion SchemeQ
Awarded the Star %rading )ouse status y Ministry of 7ommerce
1994-95
8ngineering 8$ports "romotion 7ouncilIs award for e$port performance
1994
Best 7anteen award among )aryana Industries as part of employee
welfare
1992-93
8ngineering 8$ports "romotion 7ouncilIs award for e$port performance
1991-92
8ngineering 8$ports "romotion 7ouncilIs award for e$port performance
SHANTESHA MOTORS PVT. LTD.
SOCIAL ,ELFARE:
0elfare 7amps
8!ery year we organi&e lood donation camps along with 4ed 7ross, in which
employees donate lood. 8ye check-up camps, family planning related camps and
otherhealth camps are also organi&ed periodically.
Medical support & welfare
%he employees of Maruti ha!e always donated generously to people affected y natural
calamities. %hey contriuted 4s. < million to rehailitate earthquake !ictims in #atur.
0e also run a creche for the children of construction workers, which pro!ides food
shelter and education for D? children.
Education to underprivileged
2"S Maruti Shiksha Oendra, an education programme for the underpri!ileged, was
inaugurated at 2"S, Maruti Ounj recently. %he ojecti!e of his project is to educate the
children of elow po!erty line 3B"#6 families from the neary !illages of 1urgaon
district. ;<H students in the age group of ?-D years ha!e already enrolled. 2"S Maruti
Ounj is pro!iding ooks, writing material and uniforms, refreshment and transport
facilities to these children.
SHANTESHA MOTORS PVT. LTD.
Education Programme for mothers
I7hetnaI, an education programme for mothers - is an another endea!our to pro!ide
asic education to mothers of the students of 2"S Maruti Ounj and surrounding !illages.
Majority of students at the school is first generation learners. %herefore, the concept of
starting a mo!ement of learning I7hetnaI for mothers has een promoted. %he response
has een encouraging and aout ;=H mothers are attending it regularly.
ENVIRONMENT CONCERN:
Our environment Policy:
• "re!ent pollution.
• "romote energy reduction and use of alternati!e energy.
• Manage@ reduce those materials that put stress on en!ironment.
• "romote the three 4Is 34educe, 4euse, 4ecycle6.
• "romote Q1reenQ procurement.
• "ro!ide our employees with en!ironmental education to
increase their awareness.
SHANTESHA MOTORS PVT. LTD.
Since the commencement of operations in ;CD; weI!e een committed to the protection
of the en!ironment and conser!ation of non-renewale .energy sources. .ur proacti!e
approach depends not only upon meeting the e$pectations of the regulatory authorities
ut achie!ing the high standards that weI!e set as a responsile corporate citi&en.
%his philosophy of trying to make a difference to the en!ironment penetrates through
our employees to the process of manufacture and finally into our products.
Pollution Control Camps
.ur elaorate system of (ree "ollution 7heck-Bp 7amps which run at regular inter!als,
is designed at making the cars already on the road operate more efficiently. It also
inculcates awareness for en!ironmental protection among the many car users of India.
MPFI
0e ha!e introduced 8uro II compliant M"(I engines in all our models. Along with
our !endors, weI!e made in!estments of o!er 4s. AH million for introducing M"(I
technology compliant cars.
CNG
Maruti is a strong ad!ocate of 751, a more eco-friendly fuel alternati!e to diesel and
petrol. In our endea!our to pro!ide a cleaner and greener option to the customer, we are
in the process of equipping an e$tensi!e dealer network to assist Maruti owners in fitting
751 kits.
SHANTESHA MOTORS PVT. LTD.
Rain Water Harvesting
%o recharge the aquifer, measures were taken to har!est the rain water through soak
pits, recharging shafts and water lagoons. %hese measures are capale of charging nearly
?HK of the a!erage annual rainfall at Maruti, into the 8arth.
MARUTI CULTURE:
.ur employees are our greatest strength and asset. It is this underlying philosophy that
has molded our workforce into a team with common goals and ojecti!es. .ur
8mployee-
Management relationship is therefore characterized by:
• "articipati!e Management.
• %eamwork N Oai&en.
• 7ommunication and information sharing.
• .pen office culture for easy accessiility
SHANTESHA MOTORS PVT. LTD.
%o implement this philosophy, we ha!e taken se!eral measures like a flat organi&ational
structure. %here are only three le!els of responsiilities ranging from the Board .f
2irectors, 2i!ision )eads to 2epartment )eads. .ther !isile features of this philosophy
are an open office, common uniforms 3at all le!els6, and a common canteen for all.
%his structure ensures etter communication and speedy decision-making processes. It
also creates an en!ironment that uilds trust, transparency and a sense of elonging
amongst employees.
The major players in small car segment are:
Hyundai Motors India Ltd
Telco
Fiat India Ltd
%he attle royal in the India car market has entered the ne$t phase. .ne old assumption
has een !indicated , that o!er DHK of the Indian car market is still confined to the small,
su , 4s > lakh models. And that mod-si&e and digger models can only pro!ide the icing
on the cake, not the cake itself to any manufacturer.
Puite apart from these specific lessons that each man learnt, there were se!eral surprises
that the car market threw up. (irst world-class technology and quality were considered a
gi!en now. Second, the Indian uyer had egun to e$pect model and engine upgrades as
frequently as his BS or 8uropean counterparts. %he Indica had to
SHANTESHA MOTORS PVT. LTD.
upgrade their engines in less than one year after launch, the power steering option arely
a year after it hit the market.
And finally, while the manufacturers could continue to refer to it as the SIndian small car
segment *, the uyer characteristics were anything ut homogeneous. %here were distinct
group with distinct preferences. And the days of one model ecoming the undisputed
hea!yweight champion were o!er for good.
Brief description of major players in this segment.
Hyundai ' )yundai has ecome the undisputed numer two in the Indian auto market,
and the only one-e!en ri!als admit- with the capaility of gi!ing leader Maruti a run for
its money in the total !olume stakes though )yundai in India currently sells just aout a
quarter of the numers that Maruti does.
)yundai got e!erything right ecause it got the !alue-price,technology equation almost
perfectly right from day one. %he Santro was an instant winner from the day it was
introduced in the Indian market ecause it offered the optimum mi$ of space and
technology in the small car market, at a highly competiti!e price. And with easy
consumer financing a!ailale in the market,)yundai did not ha!e to work too hard to
persuade e!en entry-le!el car uyers to go for the Santro instead of the Maruti DHH.
SHANTESHA MOTORS PVT. LTD.
And when it launched mid-si&e Accent some time later, )yundai pro!ed that it could get
its !alue-price equation consistently right across different segments.
But despite its great start, )yundai made two mistakes and y Maruti it is also one under
the most pressure ecause after &ooming to the numer two spot, it cannot afford to skid
in the race. But %elco*s Indica is snapping at its heels. And MarutiIs acklash is e$pected
to target the Santro more than any other model.
%he two miscalculations that )yundai made/ (irst, while )yundai Santro was harping on
the fact that it was a new generation car, it hadnIt rought its latest engine technology to
India, it was a mistake that ri!al Mati& capitalised on once 8uro-II pollution norms were
announced for the motors. 2aewoo most of the fact that e!ery Mati& was 8uro-II
complaint ,while )yundai could offer an 8uro-II !ersion only at a higher price. %hough the
latter mo!ed quickly in a damage-control e$ercise, the Santro did lose a it of its sheen.
But worse for )yundai, it-miscalculated demand for its cars. %he result' when demand
peaked for the Santro, it was in no position to offer the car off-the-shelf like its ri!als.
Buyers had to wait for three months to get a Santro after ooking it.
)yundai is mo!ing fast to sort out its capacity prolem. 0ork will soon start on the
second phase of its Sriperumudur car project, one year ahead of what was initially
planned. An additional in!estment of T>HH million will help e$pand capacity from ;.<
lakh cars to < lakh cars per annum.
SHANTESHA MOTORS PVT. LTD.
%hat apart, the ig worry for )yundai is that other than the Santro 3the Atos in Oorea6, it
doesnIt Iha!e any other small car in its armoury. Bnlike Su&uki which is primarily a small
car specialist, )yundai can only introduce igger cars in the Indian market either from its
own product range, or those of Oia Motors, which it took o!er last year.
And the car maker is planning to do precisely that. .!er the ne$t two years, It plans to
offer the Sonata, priced at around 4s Q;< lakh, m the segment ao!e the Astra@#ancer@7ity
category. I%he Sonata is a niche product. 0e hope to sell aout <?H cars a month,Q says
1andhi. Also, )yundai will e launching a sports utility !ehicle 3SBE6, currently under
de!elopment in Oorea.
)yundai is looking a it !ulnerale now ecause gloally it is a minnow in the car
market. St lacks the sheer money power and product muscle to keep fighting the (ords and
%elco in any market. And if (ord does take o!er 2aewoo Motors, )yundaiIs numer two
position in India could e seriously under threat.
Te+$o- T%e Ho.e-Gro/* C%0++e*1er
0hen it first announced its plans,I scepticism aounded. 0ith do&ens of gloal car makers
hitting the Indian market with new products, few people would ha!e gi!en %elco much of a
chance with an indigenously-de!eloped car. 8specially since %elco did not oast a great
reputation for de!eloping e!en world-class commercial !ehicles, forget passenger cars.
SHANTESHA MOTORS PVT. LTD.
0hen the Indica hit the market, the consensus opinion was that %elco had goofed up again.
It had got its car and engine de!eloped aroad - ut all that was marred y the production
quality of the cars when they rolled out of the %elco plant in "une. %he Indica was riddled
with quality prolems. A year down the line, almost e!eryone grudgingly admits that the
Indica has een a success. %he %elco formula of pushing the iggest small car with a
rugged diesel engine has een a major hit in the semi-uran and rural markets.
4ajes! 2ue, general manager, commercial 3passenger cars6, %elco, points out the
companyIs iggest ad!antage' low costs, fin other words, %elco can reco!er the costs of
introducing a new car at a much lower !olume of sales than its ri!als can. But the flip side
is that all gloal giants can amortise the costs of de!elopment y selling the same car
across different world markets, %elco canIt.
At the moment though, the %elco strategy is to tap the niches first. %he Indica, with the
diesel engines eing pushed hard, was clearly aimed at a segment none of the ri!als was
addressing. Similarly, the new car Magna it is planning to launch is again e$pected to e
a niche car addressing a particular need Un the 4s ;<-;A lakh car segment. And in the SBE
market, %elco has already introduced the premium Safari, which again focuses on a small
niche.
It is a smart strategy as it a!oids taking any of the ig guns head on. But in the long run,
%elco knows it has to take on its ri!als in the mainstream markets as well. It is ramping up
capacity to ;AH,HHH from the current ;<H,HHH cars anticipating that it will get the demand.
But %elco is also the weakest player in the small car market - and unless it keeps
springing surprises,it could e the first casualty in this round of the car attles.
SHANTESHA MOTORS PVT. LTD.
Fiat India Ltd'
(iat the Auto %itan was estalished in ;DCC y 1io!anni Agnelli. %he company first set
its foot on the Indian %urf in the year ;CH?, with the appointment of Mumay Motor 7ars
Agency as its Sales Agent. %he relationship with India was further strengthened when it
signed a licence and ser!icing contract with "remier Automoiles #imited 3"A#6, pa!ing
the way for manufacturing and selling of ;;HH and ;;HH2 (iat, "admini, Bno and the
latest offering eing the cars from the project Q;GD 0orld 7arQ range which includes
Siena, Siena 0eekend and the "alio.
%he company*s pi!otal interest remains automoiles. It has the most admired and sought
after models worldwide to oast of which includes (iat #ancia, (errari, Maserati, Alfa
4omeo etc., Siena eing the latest offering to the Indian consumers.
(iat is the only automoile manufacturer to ha!e won the most co!eted Q8B4."8A5
7A4 .( %)8 J8A4Q award for a record nine times, more than any other car
manufacturer. %hese awards ha!e not made the group complacent as it stri!es to achie!e
the est in all aspects, which include the people, en!ironment, technology and
energy.%his is seen in the company*s endure towards 8n!ironmental issues and co-
operation with all en!ironmental organi&ations.
(iat has amitious plans for making India its operational hu and plans to in!est one
illion BS dollars in the coming years.
SHANTESHA MOTORS PVT. LTD.
#ater the company introduced the Bno V 8urope*s fa!ourite car for the last two decades
into India. %he (iat ;GD 0orld 7ar "roject has een de!eloped specifically to e$pand
production in o!erseas markets. %his project includes international-class cars like the
Siena sedan, the Siena 0eekend station wagon and the "alio hatchack.
(iat has achie!ed a high le!el of locali&ation for all its cars, and is making world-class
cars a!ailale in India at e!en more competiti!e and affordale prices. (iat Automoiles
SpA owns the most-admired and sought-after models worldwide, including the (iat
#ancia, the (errari, the Maserati and the Alfa 4omeo.
(iat is the only automoile manufacturer in the world that has won the co!eted 8uropean
7ar of the Jear award nine times. It is also the only company in the world that
manufacturers recyclale cars.
In the pipeline are amitious plans to make India its operational hu in Asia in the future
and in!est BS T; illion here in the coming years.
SHANTESHA MOTORS PVT. LTD.
SHANTESHAMOTORSPVT.LTD.
INTRODUCTION:
S)A5%8S)A M.%.4S "4IE A %8 #IMI%82 is an authori&ed dealer for
Maruti
Bdyog #td, for Marketing, Sales, Maruti 1enuine Spares, Maruti 1enuine Accessories,
Ser!ice and 4epairs of Maruti range of !ehicles.
HISTORY:
Shantesha Motors commenced operations on <H@?@<HHH in Belgaum and is one of
the
good authori&ed dealers for Maruti Bdyog #td. %oday they ha!e turn o!er of<H crores,
hence
making them one of the Maruti dealer in India.
Shantesha Motors ha!e the e$cellent network of sales and ser!ices center in
Belgaum
and they are leading Maruti dealers in north Oarnataka. At Belgaum Shantesha
showroom is
located near to O.#.8 )ospital. %he workshop located at 5ehru 5agar. carries out after
sales operations, free ser!ice, paid ser!ice and 4unning repairs. Besides this the
workshop also in to selling of pre-owned cars and 4anks (irst for the sale of pre-owned
SHANTESHA MOTORS PVT. LTD.
cars in India. %he stockyards situated at attach to showroom carries the pre-deli!ery
inspection of all the !ehicles and gets them ready for the sales. It has
pa!ed surface stocking area of aout ?H to ;HH Maruti !ehicles.
Quality Management System:
? Shantesha Motors has a documented and estalished quality management system
to ensure that
? %he documentation structure of Shantesha Motors can e represented in the
following manner.
1. QULITY MANUAL
2. QULITY SYSTEM PROCEDURES
3. WORK INSTRUCTIONS AND CHECKLIST
4. FORMS AND RECORDS
5. REFERENCE STANDARDS AND EXTERNAL MANUAL
The quality manual describes the ISO 9001: 2000 standards adapted at
Shantesha Motors.
BABASAB PATIL
.
SHANTESHA MOTORS PVT. LTD.
? %he quality management system procedure manual SM@B1M@"M@. ; contents
the detail of how the processes in the organi&ation are eing conducted, control
and recorded and meet the customer demands
? %he work instructions and checklist contains how the specified acti!ities are to
e carried out.
? %he forms and records support the acti!ities carried out and controlled.
? All the e$ternal manuals and standards are controlled.
Management Commitment:
%he management of Shantesha is committed to quality management system
through leadership and actions. %he management shall pro!ides the asic infrastructure
and continually upgrade the work en!ironment.
The management is also committed to
? %he quality policy and quality ojecti!e of organi&ation.
? 8nsures that the policy is understood, implemented and maintained at all the
le!els of the organi&ation
? 8nsure focus on the customer requirement throughout the organi&ation.
? 8nsure a!ailaility of necessary resources.
? 4e!iew the estalished quality management system periodically through the
management re!iews.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Customer Focus at Sales:
? %he (ield e$ecuti!es !isit the customers and e$plain the features of the !ehicle to
them
? 2emonstration and test dri!es shall e gi!en whene!er required.
? %he "erforma in!oice@price list terms and conditions will e gi!en.
? %he order ooking forms duly collected from the customer and clarity with
regard to the terms and conditions are e$plained and the copy id handed o!er to
customer along with the receipt or payment made.
? Any amendment required y the customer, it should e recorded on the order
ooking forms
? %he deli!ery is insured as per the checklist duly e$plaining all the features
mentioned in the checklist.
Customer Focus at Service:
a6 %he customer can ook the !ehicle for the ser!icing@repairs either through the
telephone or personally the front office.
6 %he detail shall e entered in Iooking registerI y the telephone operator.
c6 %he list of the !ehicles shall e gi!en to front office W!ery morning to accept
the !ehicles for ser!icing for that date.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
d6 %he customer can ring their !ehicle for ser!icing without ooking. )owe!er such
!ehicle shall e accepted only after ensuring that there is enough capacity for the
ooked !ehicles.
e6 .n the ases of kilometers run y the !ehicle and customer requirement, the
customer shall e$plained aout the type of the ser!icing@repairs and spare
parts required and to ensure that the ser!ice station has the required capacity
to accept the !ehicle.
f6 Before accepting the !ehicle, a mutually acceptale deli!ery time and date is
fi$ed with the customer.
g6 %he customerIs consent shall e taken on the estimated cost of the
repair@ser!ice of the !ehicle.
h6 All the details of the work required along with the date and time of the
deli!ery and the estalished cost shall e recorded in the jo order card efore
commencement of the work.
i6 Incase of any change in the terms any change in the ser!ices, the cost or the
deli!ery time then the client shall e informed !erally o!er the phone and
any change shall e recorded in the 9o .rder 7ard.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Quality Policy:
? %he management of Shantesha Motors shall always remain committed to its
ojecti!es for quality for with the main thrust on meeting the customer
e$pectation
and requirements.
? %he managementIs commitment to quality reflected in its quality
policy.
"We at Shantesha pledged to make quality a way of life through commitment to
continual improvement customer satisfaction and adhering to quality management
system"
%he management ensure that the policy is understood implemented and maintained at all
le!els of the organi&ation and continual impro!ement in customer satisfaction.
At present our quality objectives are
? 0e ensure that customer complaints do not e$ceed D per ;H,HHH
!ehicles.
? 0e ensure that repeat jo do not e$ceed < K
? 0e ensure 7SI ofCHK with minimum of ;?K feed ack
cards.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
? 0e ensure SSI ofDHK at sales with minimum of<HK feedack
cards.
? 0e ensure to conduct = free emission@ser!ice check camps per quarter.
? 0e ensure to launch I incenti!e scheme per
month.
? 0e ensure to conduct > internal audits and > M4MIs per financial year of quality
management system.
QUALITY MANAGEMENT SYSTEM PLANNING
The quality plan at Shantesha Motors comprises the identification of the
following.
? %he !arious models of !ehicles from Maruti Bdyog #td sold and ser!iced at
Shantesha Motors.
? %he !arious types of ser!ices done at Shantesha Motors.
? %he e$ternal manual acquired from Maruti Bdyog #td to sell and ser!ice the
!ehicles.
The various models of vehicles from Maruti Udyog Ltd. Sold and serviced
at Shantesha Motors.
? Maruti-DHH car
? Maruti omni
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
? Men
? Alto
? 0agon-4
? 8steem
? Eersa
? Baleno
? Eitara
? Swift
The various types of servicing done at Shantesha Motors.
? Ser!ices-(ree ser!ice and paid ser!ice.
? 4unning repair.
? Puick ser!ice repair.
? Break down ser!ice.
The external manuals acquired from Maruti Udyog Ltd. To sell and service the
vehicles.
? Sales policy ulletin
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
? Marketing circulars
? Ser!ice manuals
? Ser!ice circulars
? Ser!ice ulletin
? 0arranty ulletin
? Spares parts price
catalogue
? Spares parts price list
? Spare parts procedure manuals
? Spare parts
ulletin
? Spare parts
circulars
? Maruti ser!ice quality standards
? 7ustomer care manual
? Ser!ice marketing manual.
Competence Awareness and Training:
a6 4ecruitment is done as per MB# norms of education and
e$perience.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
6 %here e$ists well-defined system to identify and pro!ide training to all the
personnel
procedure 5o. SM@B1M@"4@;<.
c6 Induction training and on jo training shall e
pro!ided
d6 All concerned shall e trained on the latest sales@ser!ice@spares@ulletins@circulars
from MB#.
e6 As per the MB# scheduled training programme 8$ecuti!es@Mechanics@Manager
will e d,eputed for training.
f6 %raining records shall
maintain.
Identification and Tracebility:
Identification:
;. 5ew !ehicle, which has completed pre-deli!ery inspection, shall e identified as "2I-
.O on the windshield, MB# In!oice and jo order card, "2I and stockyard egister.
<. Identification of !ehicles at the ser!ice workshop shall e through !ehicle model,
registration numer and unique jo order 5os.
=. Inspection and test status of ser!ice@repair of !ehicles shall e identified through the
jo order card.
>. 7ompleted jo order card and the stamp of the final inspector shall identify (inal .O
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
!ehicles.
?. Identification of spare parts shall e in the form of part 5os., as per Maruti
guidelines.
A. Identification of new !ehicles is y its colour, model, chassis and engine 5os., MB#
In!oice, stockyard register.
Traceability:
;. %raceaility shall e estalished though !ehicle registration 5o. 9o order numer and
the date of jo order.
<. %raceaility of new !ehicle at stockyard is estalished through chassis and engine 5o,
keyno., and parking slot 5o.
Monitoring and Measurement:
Customer Satisfaction:
;. (eedack recei!ed from the customer on their perception and ser!ice e$perience
customer satisfaction measure 3percentage6 is generated using software supplied y
Maruti Bdyog #td.
<. 4esults of customer satisfaction measure are discussed in the management re!iew
meetings and counter measure for the continual impro!ement is initiated.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Internal Audit:
%here is a well-defined procedure 5o.' SM@B1M@H> to conduct internal audit and
e$amine
the implementation of Puality Management System.
Monitoring and Measurement of Processes:
;. "re-sales process is monitored and measured y the numer of enquires and the
closure
of sales.
<. Sales process is monitored customer personal docket checklist, commitment and
deli!ery,
SSIK.
=. In ser!ice, repeat jos, customer complaints, feedack card K, 7SIK, "S(K, final
inspection are monitored.
>. Statistical graphs are used to indicate the
measures.
Improvement
Continual Improvement
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Shantesha Motors, Belgaum shall continually impro!e the effecti!eness of the Puality
management System through commitment to Puality policy, Puality ojecti!es as well
as
use of audit results, management re!iew meeting decisions, analysis of data, correcti!e
and
pre!enti!e actions.
Corrective Action:
%here is a documented system procedure 5o. SM@B1M@"4@H? to implement correcti!e
action on all the non-conformities arising from'
? 7ustomer complaints
? 4epeat 9os
? System 5on 7ompliances
? "ost Ser!ice (ollow Bps
? "ost Sales (ollow ups
? 7SI negati!e feedack
? SSI negati!e feedack
? 4oad test
? (inal inspection
? Internal Audit findings
? Super!ision y super!isorU 0ork Managers
? 8$ternal Audits.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Preventive Action
%here is a documented System "rocedure 5o.SM@B1M@"4@HA to identify
potential 5on-7onformities like recurring 5on-7onformities determined from 4epeat
jo, (inal Inspection, washing Puality as well as for potential 5on-7onformities
determined during M4M, Meetings and Audits and Analysis of 7ustomer (eedack.
BABASAB PATIL
1.M.3Sales6 1.M.30orks6
Sr. 8$e
3pre-2el6
2y. Mgr
3System6
2y. Mgr
3Sales6
Sr. 8$e 3Mgr
Admn6
Asst. Mgr
3Mktg6
(ield
8$ecuti!es
"re-del N
2eli!ery
8$ecuti!e
Sr. 8$e
3System6
Sales
8$ecuti!e
2y. Mgr
3Sales6
2y. Mgr
3Sales6
Stockyard Asst Asst.
Super!isor
System
.perator
Mechanic 0ashing
SHANTESHA MOTORS PVT. LTD.
ORGANIZATION STRUCTURE OF SHANTESHA MOTORS PVT LTD.
Showroom and stockyard'
7hief 8$ecuti!e
.fficer
Management
4epresentati!e
Sr. 1eneral Manager 3.perations 6
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
SAMPLING
Selection of Sample:
Sampling allows us to concentrate our attention upon relati!ely small numer of people and
hence de!ote more energy to ensure that the information collected from them accurate.
POPULATION: "eople from the city of Belgaum
SAMPLE FRAME: "eople who has own a four-wheeler car and prospect Buyers.
SAMPLING SIZE: 100 B5I%
DURATION: 60 DAYS
SAMPLE METHOD: Specifically stratified 4andom sampling method
i.e. the whole Belgaum city was di!ided into four major geographical
Segments i.e. Bagynagar segment, Bogarways segment, 7hidamer
nagar and 9.5.M.7.segment.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
RESEARCH DESIGN
DEFINITION OF RESEARCH PROBLEM:
1. Management problem classification:
In Indian car industry, small car segments ha!e played a !ery crucial and
significant role due to its economy, efficiency and effecti!eness. 2ue to
in!asion of foreign cars into Indian markets the pace of competition has hiked.
%his has rought into market numers of rands and their !ariants competing
with each other.
)ence in the meeting with sales manager and ser!ice manager, a research
project was discussed where oth the managers wanted to analy&e the uying
eha!iour and the rand preferred y the customers in B-segment cars.
2. Situation analysis:
%he Maruti Bdyog #td has two types of ser!ice stations.
i6 Authori&ed dealer with ser!ice station.
ii6 Authori&ed ser!ice stations.
Shantesha Motors pri!ate #td. 7omes under the first category i.e., authori&ed dealer with
ser!ice station ut efore Shantesha Motors there were two ser!ice station namely Achal
and Bharat. And also other local ser!ice stations.
3 .Model development:
%he study will pro!ide solutions to the prolem of the
management.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
a6 Management will know the most preferred rand y the
customers.
6Management will know the uying eha!iour of the
customers.
4. Specification of information required:
a6 %o know the features considered y the customer
while purchasing a car.
6 %o know the facilities@ser!ices e$pected y the customers from
the dealer of ser!ice station.
c6 %o know the means of (inance preferred y the customers.
.
DATA COLLECION APPROACH :
%he information necessary for this sur!ey is collected y tapping primary and
secondary data.
Primary data:
a6Puestionnaire
6"ersonal interaction
Secondary data:
a6 4elated information from internet'
.
6 .rgani&ation 4eport
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
MEASURMENT TECHNIQUES :
%he measurement technique used for this project are Puestionnaires and
attitude scales.
SELECTION OF SAMPLE '
Sampling allows us to concentrate our attention upon relati!ely small numer of people and
hence de!ote more energy to ensure that the information collected from them accurate.
POPULATION: "eople from the city of Belgaum
SAMPLE FRAME: "eople who has own a four-wheeler car and prospect Buyers.
SAMPLING SIZE: 100 B5I%
DURATION: 60 DAYS
SAMPLE METHOD: Specifically stratified 4andom sampling method
i.e. the whole Belgaum city was di!ided into four major geographical
Segments i.e. Bagynagar segment, Bogarways segment ,7hidamer
nagar and 9.5.M.7.segment.
SELECT THE METHOD OF ANALYSIS'
2ata are useful only after analysis. 2ata analysis in!ol!es 7on!erting a series recorded
oser!ations into descripti!e statements and information aout relationship.
)ence concerned to this project method of analysis the data will e graphical
method,Simple "ercentage method.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
ETHICS OF THE RESEARCH:
This will be note that the issues relating to the research will be review that
all the aspects will be certain and ethically sound. The information will be used
for academic purpose as well as the benefit of the organization.
DATA COLLECION METHOD:
%he information necessary for this sur!ey is collected y tapping
primary and secondary data.
Primary data:
a6Puestionnaire
6 "ersonal interaction
Secondary data:
a6 4elated information from internet.
.
6 .rgani&ation 4eport.
MEASURING TOOLS'
2ata are useful only after analysis. 2ata analysis in!ol!es 7on!erting a series recorded
oser!ations into descripti!e statements and information aout relationship.
)ence concerned to this project method of analysis the data will e graphical
method, Simple "ercentage method.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
ANALYSIS
;. "lease rank the following features when you uy a new car.
a6 Look/ Aesthetics
Rank No. of
respondent
Percentage
; > >
< ;A ;A
= D D
> >H >H
? > >
A > >
G - -
D ;< ;<
C ;< ;<
%he ao!e graph shows rank wise percentage of customer*s preference for #ook. It shows
that #ook is not their first preference, >HK of the respondents ha!e gi!en >
th
rank for #ook
whereas only >K ha!e gi!en ;
st
rank for the look.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
6 Price:
Rank No. of
respondent
Percentage
; ;< >
< AH ;A
= D D
> D D
? - -
A - -
G D D
D > >
C - -
%he ao!e graph shows rank wise percentage of customer*s preference for "rice. It shows
that "rice is their second preference,AHK of the respondents ha!e gi!en <nd rank for "rice,
whereas only ;<K ha!e gi!en ;
st
rank for the "rice.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
c6 Mileage
Rank No. of
respondent
Percentage
; AD AD
< D D
= ;< ;<
> > >
? D D
A - -
G - -
D - -
C - -
%he ao!e graph shows rank wise percentage of customer*s preference for Mileage. It
shows that Mileage is their (irst preference i.e. ADK of the respondents ha!e gi!en ;st rank
for Mileage.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
d6 Maintenance
Rank No. of
respondent
Percentage
; > >
< - -
= ?A ?A
> ;A ;A
? > >
A D D
G - -
D D D
C > >
%he ao!e graph shows rank wise percentage of customer*s preference for Maintenance. It
shows that Maintenance is not their (irst preference, ?AK of the respondents ha!e gi!en
=rd rank for Maintenance, whereas only >K ha!e gi!en ;
st
rank for the Maintenance.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
e6 Safety features
Rank No. of
respondent
Percentage
; D D
< ;< ;<
= > >
> ;< ;<
? ;A ;A
A =A =A
G > >
D > >
C > >
%he ao!e graph shows rank wise percentage of customer*s preference for Safety features.
It shows that Safety is not their (irst preference, =AK of the respondents ha!e gi!en Ath
rank for safety, whereas only DK ha!e gi!en ;
st
rank for the safety features.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
f6 Company`s service:
Rank No. of
respondent
Percentage
; - -
< - -
= - -
> ;< ;<
? ;< ;<
A ;< ;<
G ;A ;A
D >> >>
C > >
%he ao!e graph shows rank wise percentage of customer*s preference for company
ser!ice. It shows that company ser!ice is not their (irst preference, >>K of the respondents
ha!e gi!en Dth rank for company ser!ice, whereas no one has gi!en ;
st
rank for the
company ser!ice.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
g6 Space:
Rank No. of
respondent
Percentage
; - -
< - -
= > >
> - -
? >H >H
A D D
G > >
D ;< ;<
C =< =<
%he ao!e graph shows rank wise percentage of customer*s preference for Space. It shows
that Space is not their (irst preference, >HK of the respondents ha!e gi!en ?th rank for
safety , whereas no one has gi!en ;
st
rank for the safety features.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
h6 Ready availability:
Rank No. of
respondent
Percentage
; - -
< - -
= > >
> - -
? >H >H
A D D
G > >
D ;< ;<
C =< =<
%he ao!e graph shows rank wise percentage of customer*s preference for 4eady
a!ailaility. It shows that 4eady a!ailaility is not their (irst preference, >HK of the
respondents ha!e gi!en ?th rank for 4eady a!ailaility, whereas no one has gi!en ;
st
rank
for the 4eady a!ailaility.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
i6 Comfort:
Rank No. of
respondent
Percentage
; > >
< > >
= > >
> > >
? D D
A <H <H
G ;A ;A
D > >
C =A =A
%he ao!e graph shows rank wise percentage of customer*s preference for 7omfort. It
shows that 7omfort is not their (irst preference, =AK of the respondents ha!e gi!en Cth
rank for 7omfort, whereas only >K ha!e gi!en ;
st
rank for 7omfort.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
<6 0hat is your udget for a new car/
Purchasing power of the
respondent
Number of
respondent
Respondent in
Percentage
X =# <H <HK
=-># A> A>K
>-?# ;A ;AK
Purchasing power of the Custoers
20%
64%
6%
! 3"
3#4"
4#$"
? %he ao!e graph shows that <HK of respondents are willing to spend less than =
#akh rupees, A>K of respondents are willing to spend etween =-> #akh rupees
and ;AK of respondents are willing to spend etween >-? #akh rupees.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
=6 0hich of the following facilities@ ser!ices do you e$cept from the dealer/
Faci!ities " Ser#ices $o% Of Respon&ents
%uic& service '4
(r )ree service *6
+iscount on ,ccessories 2
-ome +elivery '
+iscount on .pare /arts 24
0nstallment /ayment )acility *2
+iscount on .tereo .ystem '
1ehicle 2egistration /rocess 2
Faci!ities E'pecte& () Custoers
'4
*6
2
'
24
*2
'
2
%uic& service
(r )ree service
+iscount on ,ccessories
-ome +elivery
+iscount on .pare /arts
0nstallment /ayment )acility
+iscount on .tereo .ystem
1ehicle 2egistration /rocess
? According to customer preference quick ser!ice, ; Jr (ree ser!ice and installment
payment facility are considered to e the most important facility @ ser!ices from
the dealer @ ser!ice station.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
>6 0hich means of (inance would you prefer/
*eans of Finance
0%
0%
20%
30%
40%
$0%
60%
*0%
3mployee "oan 4an& "oan 5ar )inance
5ompanies
5o#operative
.ociety
? It is found from the sur!ey that A>K of the respondents prefer ank loan as the
means on finance followed y employee loan, car finance companies, and co-
operati!e society.
BABASAB PATIL
Me0*s o F(*0*$e
$o% Of
Respon&ents
Respon&ent
in
percentage
3mployee "oan 6 6%
4an& "oan 64 64%
5ar )inance 5ompanies 2 2%
5o#operative .ociety ' '%
SHANTESHA MOTORS PVT. LTD.
?6 4ank the following in the order of preference'
a6 Maruti DLX:
Rank No. of
respondent
Percentage
; > >
< > >
= > >
> - -
? - -
A ;< ;<
G - -
D - -
C ;A ;A
;H AH AH
%he ao!e graph shows rank wise percentage of customer*s preference for Maruti 2#L
car. It shows that Maruti 2#L car is not their (irst preference, AHK of the respondents
ha!e gi!en ;Hth rank for Maruti 2#L, whereas only >K ha!e gi!en ;
st
rank for Maruti
2#L.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
6 Maruti Zen:
Rank No. of
respondent
Percentage
; > >
< > >
= ;< ;<
> > >
? ;< ;<
A > >
G > >
D D D
C >D >D
;H - -
%he ao!e graph shows rank wise percentage of customer*s preference for Maruti Men
car. It shows that Maruti Men car is not their (irst preference, >DK of the respondents
ha!e gi!en Cth rank for Maruti Men, where as only >K ha!e gi!en ;
st
rank for Maruti
Men.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
c6 Maruti Alto:
Rank No. of
respondent
Percentage
; A> A>
< D D
= > >
> D D
? > >
A D D
G > >
D - -
C - -
;H - -
%he ao!e graph shows rank wise percentage of customer*s preference for Maruti Alto
car. It shows that Maruti Alto car is their (irst preference i.e. A>K of the respondents
has gi!en ;st rank for Maruti Alto.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
d6 Maruti Swift:
Rank No. of
respondent
Percentage
; > >
< D D
= A> A>
> D D
? > >
A > >
G - -
D D D
C - -
;H - -
%he ao!e graph shows rank wise percentage of customer*s preference for Maruti
S0I(% car. It shows that Maruti S0I(% car is not their (irst preference, A>K of the
respondents ha!e gi!en =rd rank for Maruti S0I(%, where as only >K has gi!en ;
st
rank for the Maruti S0I(%.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
e6 Maruti WagonR:
Rank No. of
respondent
Percentage
; - -
< > >
= - -
> D D
? D D
A > >
G ?A ?A
D D D
C D D
;H > >
%he ao!e graph shows rank wise percentage of customer*s preference for Maruti
0agon4 car. It shows that Maruti 0agon4 car is not their (irst preference, ?AK of the
respondents ha!e gi!en Gth rank for Maruti 0agon4, whereas no one has gi!en ;
st
rank
for Maruti 0agon4.
f6 Fiat Palio
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Rank No. of
respondent
Percentage
; ;< ;<
< - -
= > >
> > >
? > >
A >D >D
G D D
D > >
C > >
;H ;< ;<
%he ao!e graph shows rank wise percentage of customer*s preference for (iat "alio
car. It shows that (iat "alio is not their first preference, >DK of the respondents ha!e
gi!en Ath rank for (iat "alio, where as only ;<K of the respondents ha!e gi!en ;
st
rank
for (iat "alio.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
h6 Hyundai Santro:
Rank No. of
respondent
Percentage
; > >
< >> >>
= D D
> > >
? ;< ;<
A D D
G > >
D D D
C D D
;H - -
%he ao!e graph shows rank wise percentage of customer*s preference for )yundai
Santro car. It shows that )yundai Santro is not their (irst preference, >>K of the
respondents ha!e gi!en <nd rank for )yundai Santro whereas only >K of the
respondents ha!e gi!en ;
st
rank for )yundai Santro.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
i6 Hyundai Getz:
Rank No. of
respondent
Percentage
; > >
< ;< ;<
= - -
> >H >H
? ;< ;<
A - -
G D D
D ;< ;<
C D D
;H > >
%he ao!e graph shows rank wise percentage of customer*s preference for )yundai
1et& car. It shows that )yundai 1et& is not their (irst preference, >HK of the
respondents ha!e gi!en >th rank for )yundai 1et& whereas only >K of the respondents
ha!e gi!en ;
st
rank for )yundai 1et&.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
j6 Tata Indica:
Rank No. of
respondent
Percentage
; > >
< ;< ;<
= > >
> ;A ;A
? >H >H
A > >
G > >
D > >
C - -
;H ;< ;<
%he ao!e graph shows rank wise percentage of customer*s preference for %ata Indica
car. It shows that %ata Indica is not their (irst preference, >HK of the respondents ha!e
gi!en ?th rank for %ata Indica whereas only >K of the respondents ha!e gi!en ;
st
rank
for %ata Indica.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
A6 2o you own a car/
Response No. of Respondent Respondents
in º
Jes AD ADK
5o =< =<K
? %he ao!e graph shows that ADK of the respondents are owners of cars and =<K
of respondent ha!e not owned car ut are prospect uyers.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
G6 0hy do you opt for a four wheeler/
Purpose Respon&ent
6eed 4
5omfort 7 5onvenience $2
.tatus 2
? It is found from the sur!ey that ?<K of the respondent opt four-wheeler for the
comfort @ con!enience ut not for need N status.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
D6 )ow did you get to know aout this car/
Awareness $o% of respon&ent
Percentage
T1 ,dvertisement 26 3'.24
8agazines 7 6ewspaper * 0.29
)riends 22 32.3$
3:isting 5ustomers 9 3.24
5ar )inance 5ompanies 4 $.''
? %he ao!e graph shows that =D.<>K of the respondents came to know aout this
car through %E ad!ertisement and =<.=?K of the respondents came to know aout
the car through friends.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
;;6 "lease tick the following attriutes of your car
a6
"rice 4espondents "ercentage
8$pensi!e <? =A.GA
4easonale >= A=.<>
(rom the ao!e graph it is clear that A=.<>K of the respondents feel that the car which
they own is e$pensi!e and =A.GAK feel that the price of the car which they own is
reasonale.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
6
Style@Aesthetics 4espondents "ercentage
Stylish ?; G?
Simple ;G <?
(rom the ao!e graph it is clear that G?K of the respondents feel that the car which they
own is stylish and <?K feel that the car which they own is simple.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
c6
(rom the ao!e graph it is clear that D<.=?K of the respondents feel that the car which
they own is comfortale and ;G.A?K feel that the car which they own is less comfortale.
BABASAB PATIL
7omfort 4espondents "ercentage
More comfortale ?A D<.=?
#ess comfortale ;< ;G.A?
SHANTESHA MOTORS PVT. LTD.
d6
(rom the ao!e graph it is clear that G<.HAK of the respondents feel that the maintenance
cost of the car which they own is e$pensi!e and <G.C>K feel that the maintenance cost of
the car which they own is reasonale.
BABASAB PATIL
Maintenance 4espondents "ercentage
8$pensi!e >C G<.HA
4easonale ;C <G.C>
SHANTESHA MOTORS PVT. LTD.
e6
(rom the ao!e graph it is clear that A>.G;K of the respondents feel that the fuel
efficiency of the car which they own is satisfactory and =?.<CK feel that the fuel
efficiency of the car which they own is not satisfactory.
BABASAB PATIL
(uel efficiency 4espondents "ercentage
Satisfactory >> A>.G;
5ot satisfactory <> =?.<C
SHANTESHA MOTORS PVT. LTD.
APPENDIX
QUESTIONNAIRE
"lease tell us aout yourself
5 a m e'YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
Age'YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
Se$'YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
.ccupation'YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
;. "lease rank the following features when you uy a new car. 3Starting from ; to
C, ; for the most preferred and C for the least preferred6
#ook@Aesthetics Z [
"rice Z [
Mileage Z [
Maintenance Z [
Safety (eatures Z \
7ompany Ser!ice Z [
Space Z [
4eady A!ailaility Z [
7omfort Z [
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
<. 0hat is your udget for a new car/
X = #akh Z [ =-> #akh Z [ >-? #akh Z [
=. 0hich of the following (acilities@Ser!ices do you e$pect from the dealer/
Puick Ser!ice Z j ; year free Insurance Z [
2iscount on Accessories Z [ )ome 2eli!ery ; [
2iscount on Spare "arts Z [ Installment "ayment (acility Z [
2iscount on Stereo System Z [ Eehicle 4egistration "rocess Z [
>. 0hich means of (inance would you prefer/
8mployee #oan Z [ Bank #oan Z [
7ar (inance 7ompanies Z [ 7o-operati!e Society Z [
If any other SpecifyYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
?. 4ank the following in the order of preference. 3Starting from ; to ;H, ; for the most
preferred and ;H for the least preferred6
Maruti 2#L Z [
Men Z [
Alto Z [
Swift Z [
0agon-4 Z [
(iatBno Z [
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
(iat "alio Z [
)yundai Santro Z [
)yundai 1et& Z [
%ata Indica Z [
0hy do you rank the particular car as 5.. ;/
A. 2o you own a 7ar/
Jes Z [ 5o Z [
3If 5o, skip the elow Puestions6
G. 0hy do you opt for a four-wheeler/
5eed Z [ 7omfort@7on!enience Z [ Status Z [
D. 2o you find any difficulties in your 7ar/
Jes Z [ 5o Z [
If yes, what are they/
Mileage Z [
Space Z [
Maintenance Z [
7omfort Z [
BABASAB PATIL
Spare "arts Z [
7ompany Ser!ices Z [
Ser!ice Z [
Safety Z [
SHANTESHA MOTORS PVT. LTD.
C. 5ame and dealer of your "re!ious and "resently .wned 7ar.
5ame of the 7ar' "re!ious ;YYYYYYYYYYYY <YYYYYYYYYYYY "resent YYYYYYYYYY
5ame of the dealer' "re!ious ;YYYYYYYYYYYY < YYYYYYYYYYYY "resent YYYYYYYYYYY
;H. )ow did you get to know aout this 7ar/3%ick any one6.
%.E ad!ertisement Z [ Maga&ines@5ewspaper Z [
(riends Z [ 8$isting 7ustomers Z [
7ar (inance 7ompanies Z [ Any other please specifyYYYYYYYYYYYYYYYYYYYYY
;;."lease tick the following attriutes of your car.
a. "rice' 8$pensi!e Z [ 4easonale Z [
. Style@Aesthetics' Stylish Z [ Simple Z [
c. 7omfort' More comfortale Z [ #ess comfortale Z [
d. Maintenance' 8$pensi!e Z [ 4easonale Z [
e. (uel 8fficiency' Satisfactory Z [ 5ot-satisfactory Z [
;<. 1i!en a Second chance which car would you uy from the same udget/
;=. "lease suggest any areas for impro!ement in your car dealer.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Thank you for your Co-operation.
BABASAB PATIL
FINDINGS
? According to sur!ey it is found that ADK of respondents "refer Mileage as the
first most crucial feature considered while purchasing a car,and price is
considered as the second considerale feature i.e AHK and maintenance cost is
considered as the third considerale feature while purchasing a car i.e ?AK.
? It is found from the sur!ey that A>K of the respondents are willing to pay =->
lakh for a new car,<HK of the respondents are willing to pay less than = lakh
for a new car, and ;AK of the respondent are willing to pay >-? lakh rupees for
a new car.
? It is found that D>K of the respondent prefer Puick ser!ice as the most
preferred facilitiesUser!ices e$pected from the dealer and the ne$t preferred
facilities@ser!ices are one year free ser!ice i.eGAK and Installment payment
facility i.eG<K
? It is found that A>K of the respondent prefer Bank loan as the most preferred
means of finance.
? Maruti Alto stood first as the most preferred car among the B-segment cars
followed y )yundai Santro and Maruti 2#L stood last.
? It is found from the sur!ey that ADK of the respondents are owners of B-
segment cars.
? It is found that ?<K of customers opted car for comfort @con!ince rather than
need and status.
? It is found that =D.<>K of the respondents came to know aout the car through
%.E ad!ertisements and =<.=?K of the respondents came to know aout the
car through friends..
SUGGESTION
? It is found that in this segment the important features considered y the
customers while uying a car are mileage, price N maintenance. So
manufacturer has to consider these
aspects to attract and retain customers thus making an effort to uild a good
rand image.
? 2iscount on accessories and spare parts also act as influencing factors for
purchase decision. So dealer can gi!e discounts on spare parts and accessories,
after sales for a period of a year or two to stimulate the customers.
? 7ustomers want ser!ice at their doorsteps ut are unaware of the home
deli!ery facility pro!ided y the dealers. So a measure has to e taken to
create awareness in this direction.
? Most of the customers uy cars from ank loan rather than financial
companies. So the companies ha!e to come up with attracti!e loan facilities to
their customers.
? 0ord of mouth is effecti!e media of communication. )ence the dealer should
keep the e$isting customers happy y pro!iding good ser!ice and make
customers talk good aout their ser!ice pro!ided.
CONCLUSION
Belgaum although a small city, is dwelled y middle and higher-class people in
majority. %hus the market for four-wheeler has ne!er een a dearth here. But of all the
!arieties a!ailale in this segment, small cars are most preferred.
7ustomers in this segment want to adopt change into their life style. %his has fostered
entry of !arieties of small cars a!ailale nation-wide to flourish in this market. %his
has enhanced the competition in this car segment. But Maruti with stood this
competition y retaining its market share to e the highest.
%he results of the sur!ey conducted showed that Maruti Alto Brand is the most
preferred car followed y Santro and it also showed the uying eha!iour of
customers that the most of the customer purchase car ased on mileage followed y
price and maintenance.
BIBLOGRAPHY
48(84A578 B..OS'
Marketing research ' %ull and )awkins
Marketing research ' A."arasuraman,
2hru! 1rewal and 4.Orishnan.
I5%8458% 08BSI%8S :
000.MA4B%IB2J.1.7.M
www.google.com
doc_442879606.doc
A project report containing marketing research on “The Impact of Brand Preference among B-Segment cars on Buying behavior of customers at Belgaum city”
SHANTESHA MOTORS PVT. LTD.
EXECUTIVE SUMMARY
A project report containing marketing research on “The Impact of Brand Preference
among B-Segment cars on Buying behavior of customers at Belgaum city¨ is partial
fulfillment of requirement of MBA-II semester in Belgaum Institute of Management
Studies, Belgaum.
So the need to know which is the Brand preferred and the Buying eha!iour of customer,
I collected the information y a structured questionnaire that included all the
requirements what the SM"# needed and the questionnaire is attached in the appendi$.
%his study helps the organi&ation in the following ways'
• Management will know the most preferred rand among B-segment cars
• Management will understand the uying eha!iour of customers
• %o understand customers preference towards dealers.
So these are some fact y conducting this sur!ey.
SHANTESHA MOTORS PVT. LTD.
INTRODUCTION
It gi!es me an immense pleasure to present you this entire project. %he project emphases
on “THE IMPACT OF BRAND PREFERENCE AMONG B-SEGMENT CARS ON
BUYING BEHAVIOUR OF CUSTOMERS AT BELGAUM CITY ” the study is
undertaken at Shantesha Motors "!t #td. Belgaum.
%he project report focuses on the Brand preferred y the customers, their Buying
Beha!iour, customers preference towards dealers and what all ser!ice the customer
wanted.
LITERATURE REVIEW
Brand preference:
%oday, the primary capital of much usiness is their rands. (or decades, the !alue of the
company was measured in terms of its real estate, then tangile assets, plants and
equipments. )owe!er, it has recently een recogni&ed that a company*s real !alue lies
outside the usiness itself, in the minds of potential uyers.
(or the potential customer, a rand is a landmark. #ike money, it facilitates trade.
(aced with a multitude of silent or +hard ,to-read- products, whose performance cannot
e assessed at first glance, customer are confused. Brand and prices make products easier
to +read-, remo!ing uncertainty. A product price measures it*s monetary !alue, it*s rand
identifies the products and re!eals the facts of it*s differences functional !alue ,pleasure
!alue and symolic !alue as a reflection as a uyer*s self image. .ne word, .ne Symol
SHANTESHA MOTORS PVT. LTD.
Summari&es an idea, a sentence and a long list of attriutes ,!alues and principles infused
into the product or ser!ice .A rand encapsulates identity, origin and difference. It e!okes
this information concentrate in a word or a sign. %his is why rands are !ital for usiness
e$change when faced with, say, hundreds of personal computers, a uyer can use rands
to structure this selection, to segment it, helping him to decide what he wants, looking
towards the products whose rand indicate that they will satisfy his e$pectations, needs,
or wishes. In markets in which technology and fashion mean that the choice is constantly
e!ol!ing, rands pro!ide ha!ens of staility, descriing an identity and promising
constant features and direction.
Brands are the real capital of usiness, yet rand management is still in its infancy. At
present, the tendency is to manage products that happen to ha!e a name. Management is
still li!ing in the age of the products, ut rand management in!ol!es other, specific
approaches and principles. %hese are the focus of this presentation.
A rand is not a product' it is the product*s source, its meaning, and its direction, and it
defines its identity in time and space. Businesses are disco!ering that rand equity must
e managed, nurtured, and controlled. Brand consciousness is raising new questions for
mangers' how many rands e e$tended/ 0hat products and ser!ice should it
encompass/ .r, on the other hand, what should its limit e, e!en when a certain turno!ers
is e$pected from it/ 1oing too far can also weaken rand equity.
SHANTESHA MOTORS PVT. LTD.
)ow do you manage rands o!er time and keep them up to date, as technologies,
products and customers are changing/ )ow do you manage while staying the same/ )ow
do pro!ide consistent synergic management of the range of product sold under a single
rand/ )ow do you optimi&e image in the relationship etween products and their rand/
)ow far can a rand e e$tended geographically/ 2oes it ha!e the potential to ecome a
homogeneous geo-rand in all countries/ .r is this impossile, or e!en undesirale/
Many companies ha!e the same name as their rand 3e.g., 4enault, 5estle, IBM, BAS(6.
0hat difference etween managing a rand image and managing corporate and
institutional image/ (inally, gi!en that rands do ha!e a !alue, how can this e measured,
so that it can e tracked and controlled/ Should it e capitali&ed on the alance sheet, to
indicate its true economic !alue to stockholders, in!estors, and financial partners/
Brands !ary in the amount of power and !alue they ha!e in the market place. At one
e$treme are rands that are not know y most uyers. %hen there are rands for which
uyers ha!e a fairly high degree of rand awareness. Beyond this are rands with a high
degree of rand acceptaility. %here are rands that enjoy a high degree of rand
preference. (inally there are rands that command a high degree of loyalty.
%ony .* 4eilly, former 78. of ). 9. )ein&, proposed this test of rand loyalty' +My acid
test: is whether a house wife, intending to uy )ein& tomato ketchup in a store, finding
it to e out of stock, will walk out of the store to uy it elsewhere. -
SHANTESHA MOTORS PVT. LTD.
Aaker distinguished fi!e le!els of customer attitude toward his or her rand, from lowest
to highest.
;. 7ustomer will change rands, especially for price reasons. 5o rand loyalty.
<. 7ustomer is satisfied. 5o reason to change the rand.
=. 7ustomer is satisfied and would incur costs y changing rand.
>. 7ustomer !alues the rands and sees it as a friend.
?. 7ustomer is de!oted to the rand.
Statement of the problem
In Indian car industry, small car segments ha!e played a !ery crucial and significant role
due to its economy, efficiency and effecti!eness. 2ue to in!asion of foreign cars into
Indian markets, the pace of competition has hiked. %his has rought into market, numer
of Brands and their !ariants competing to with each other.
All these factors ha!e resulted in flu$ in the minds of the customers as to which rand to
go for. In other words, Brand-switching is gaining the momentum. So to position the
rand in the minds of the customers the company or dealer should keep the track of this
shift in preferences. )ence the main purpose of this study is to find the “Impact of
Brand preference among B-Segment cars on Buying behaviour of customers at
Belgaum city¨.
SHANTESHA MOTORS PVT. LTD.
Purpose o s!u"#
%he purpose of the study is to know the Brand preferred y the customers and change in
uying eha!ior can e estimated y this study. %he marketing strategies can e designed
in accordance with this change. It will e helpful for the managers to make decisions.
)ence, this study should e conducted.
S$ope o !%e s!u"#
%he main purpose of the study is to know the +Impact of Brand preference among B-
segment cars on Buying Beha!ior of 7ustomers at Belgaum city-. %his study will pro!ide
solutions to the management y understanding customers feedack.
%hrough this study Management will know :
? %he reason why people opt four-wheeler.
?%o know the features considered y the customers while purchasing a car.
?%o know the most preferred rand y the customers.
?%he scope of the study is restricted up to the Belgaum city.
SHANTESHA MOTORS PVT. LTD.
SHANTESHA MOTORS PVT. LTD.
O&'e$!()es o !%e s!u"#
;. %o find the impact of Brand preference among B-segment cars.
<. %o understand the Buying eha!iour of customers.
=. %o know the facilities@ser!ices e$pected y the customers from the dealer.
>. %o know the means of finance preferred y the customers.
?. %o know the reason why people opt four-wheeler.
A. %o know the significant attriutes preferred y customers in a car.
SHANTESHA MOTORS PVT. LTD.
ORGANIZATION PROFILE
MARUTI UDYOG LIMITED
ORGANIZATION OVERVIEW:
Maruti Bdyog #imited 3MB#6 was estalished in (e ;CD; through an Act of
"arliament, to meet the growing demand of a personal mode of transport caused y the
lack of an efficient pulic transport system.
Su&uki Motor 7ompany was chosen from se!en prospecti!e partners worldwide.
%his was not only due to their undisputed leadership in small cars ut also to their
commitment to acti!ely ring to MB# contemporary technology and 9apanese
management practices 3which had catapulted 9apan o!er BSA to the status of the top auto
manufacturing country in the world6.
A licence and a 9oint Eenture agreement was signed etween 1o!t. of India and
Su&uki Motor 7ompany 3now Su&uki Motor 7orporation of 9apan6 in .ct ;CD<.
SHANTESHA MOTORS PVT. LTD.
The objectives of MUL then were:
;. Moderni&ation of the Indian Automoile Industry.
<. "roduction of fuel-efficient !ehicles to conser!e scarce resources.
=. "roduction of large numer of motor !ehicles which was necessary for economic
growth.
ORGANIZATION VISION:
"The Leader in The Indian Automobile Industry, creating Customer Delight and
Shareholder's Wealth; A pride of India."
OUR CORE VALUES:
;. 7ustomer .session
<. (ast, (le$ile and (irst Mo!er
=. Inno!ation and 7reati!ity
>. 5etworking and "artnership
?. .penness and #earning
SHANTESHA MOTORS PVT. LTD.
TECHNOLOGICAL ADVANTAGE:
0e ha!e introduced the superior ;A F > )ypertech engines across the entire Maruti
Su&uki range. %his new technology harnesses the power of a rainy ;A-it computer to a
fuel efficient >-!al!e engine to create optimum engine deli!ery. %his means e!ery Maruti
Su&uki owner gets the ideal comination of power and performance from his car.
.ur other inno!ation has een the introduction of 8lectronic "ower Steering 38"S6 in
select models. %his results in etter and greater maneu!eraility. In other words, our cars
ha!e ecome more pleasurale to dri!e.
PRDUCTION/ R & D:
Spread o!er a sprawling <CG acres with = fully-integrated production facilities, the Maruti
Bdyog "lant has already rolled out o!er >.= million !ehicles. In fact, on an a!erage, two
!ehicles roll out of the factory e!ery minute. And it takes on an a!erage, just ;> hours to
make a car. More importantly, with an incredile range of ;; models a!ailale in ?H
!ariants, thereIs a Maruti Su&uki made here to fit e!ery car-uyerIs udget. And dream.
SHANTESHA MOTORS PVT. LTD.
Pro"u$!(o* M(+es!o*es
; st !ehicle produced, 2ecemer ;CD=
;,HH,HHH !ehicles produced y August, ;CDA
?,HH,HHH !ehicles produced y 9une, ;CCH
;H,HH,HHH !ehicles produced y March, ;CC>
;?,HH,HHH !ehicles produced y April, ;CCA
<H,HH,HHH !ehicles produced y .ctoer, ;CCG
<?,HH,HHH !ehicles produced y March, ;CCC
=H,HH,HHH !ehicles produced y 9une, <HHH
=?,HH,HHH !ehicles produced y 2ecemer <HH;
>H,HH,HHH !ehicles produced y April, <HH=
>?,HH,HHH !ehicles produced y April, <HH>
MILESTONES:
2006
%he car of the Jear Maruti S0I(%.
2005
%he fiftieth lakh car rolls out in April, <HH?
1rowth in o!erall sales y ;?.DK
SHANTESHA MOTORS PVT. LTD.
2004
5ew 3non AlC) !ariant of Alto
Alto ecomes IndiaIs new est selling car
#"1 !ariant of I.mni 7argoI
Eersa ?-seater, a new !ariant
Baleno #LI, a new !ariant
Maruti closed the financial year <HH=-H> with an annual sale of >G<;<<
units, the highest e!er since the company egan operations <H years ago
2003
5ew Su&uki 1rand Eitara L#-G
4edesigned and all-new Men
5ew upgraded 0agon4
8nters into partnership with State Bank of India
"roduction of > millionth !ehicle. #isted on BS8 and 5S8 after a pulic
issue o!ersuscried ;H times
2002
0agon4 "ride
8steem 2iesel. All other !ariants upgraded
Maruti Insurance. %wo new susidiaries started' Maruti Insurance
SHANTESHA MOTORS PVT. LTD.
2istriutor Ser!ices and Maruti Insurance Brokers #imited
Alto Spin #Li, with electronic power steering
Special edition of Maruti DHH, IndiaIs first colour-coordinated car
Maruti %rue !alue in Mumai
Maruti (inance in Mumai with ;H finance companies
Su&uki Motor 7orporation 3SM76 increases its stake in Maruti to ?>.<
"ercent
2001
Men #$i
Maruti %rue Ealue launched in Bangalore and 2elhi
Maruti Eersa, IndiaIs first lu$ury M"E
Alto Spin #Li, with electronic power steering
Alto E$i
7ustomer information centers launched in )yderaad, Bangalore and
7hennai
#aunch of !ersa
2000
(irst car company in India to launch a 7all 7enter
5ew Alto
Altura, a lu$ury estate car
SHANTESHA MOTORS PVT. LTD.
I2%4 3Institute of 2ri!ing %raining and 4esearch6 launched jointly with
the 2elhi go!ernment to promote safe dri!ing haits
1999
Maruti DHH 8L 3 GCAcc, hatchack car6
Men #L 3CC=cc, hatchack car6
Men ELi 3CC=cc, hatchack car with power steering6
.mni L# 3 GCAcc, MBE, high roof6
Baleno 3;AHHcc, = Bo$ 7ar6
0agon 4
#aunch of Maruti - Su&uki inno!ati!e traffic eat in 2elhi and 7hennai
as social initiati!es
1998
Maruti launches wesite as part of 74M initiati!es
Men 2 3;?<G cc diesel, hatchack car6
Men EL N Men EL Automatic
5ew 3.mni N .mni 86 3GCAcc, MBE6
#aunch of wesite as part of 74M initiati!es
SHANTESHA MOTORS PVT. LTD.
1997
;CCD 8steem 3;<CCcc, = o$ car6 #L, EL and AL
5ew Maruti DHH 3GCAcc,hatchack 7ar6 Standard and 2elu$e
"roduced the < millionth !ehicle since the commencement of production
1996
1ypsy 386 3CGHcc, >02 D seater6
.mni 386 3GCAcc, MBE, D seater6
1ypsy Oing 3;<CDcc, >02, off road !ehicle6
Men Automatic 3CC=cc, hatchack car6
8steem ;.=# 3;<CD cc, = o$ 7ar6AL
#aunch of <>-hour emergency on-road !ehicle ser!ice
1995
8steem ;.=# 3;<CD cc, = o$ car6EL
0ith the launch of second plant, installed capacity reached <HH,HHH units
SHANTESHA MOTORS PVT. LTD.
1994
8steem;.=# 3;<CDcc, = o$ car6 #L "roduced the ;
millionth !ehicle since the commencement of
production
1993
Men3CC=cc, hatchack 7ar6, which was later e$ported in 8urope and
elsewhere as the Alto
1992
SM7 increases its stake
1991
4eaches cumulati!e indigenisation of A? percent for all !ehicles
produced
1990
Maruti ;HHH3CGHcc, = o$6, IndiaIs first contemporary sedan
1988
Installed capacity increased to ;HH,HHH units
SHANTESHA MOTORS PVT. LTD.
1987
8$ported first lot of ?HH cars to )ungary
1986
Maruti DHH 3 5ew Model-GCAcc, hatchack 7ar6
Maruti DHH 3 5ew Model-GCAcc, hatchack 7ar6
1985
#aunch of Maruti 1ypsy 3CGHcc, > 02 off-road !ehicle6
1984
.mni, a GCAcc MBE
Installed capacity reached >H,HHH units
1983
Maruti DHH, a GCA cc hatchack, IndiaIs first affordale car.
"roduction was started under 9E A
1982
#icense and 9E agreement signed etween Maruti Bdyog #td. and SM7
of 9apan
SHANTESHA MOTORS PVT. LTD.
1981
Maruti Bdyog #td was incorporated under the pro!isions of the Indian 7ompanies Act,
;C?A
AWARDS '
2004
Maruti Su&uki was 5o.; in 7ustomer Satisfaction, 5o.; in Sales
Satisfaction 5o.; in "roduct Puality 38steem and Alto6 and 5o.; in
"roduct Appeal 38steem and 0agon 46
5o.; in %otal 7ustomer Satisfaction 3Maruti DHH, Men and Alto6
Business 0orld ranked us among the countryIs fi!e most respected
companies
Business 0orld ranked us the countryIs most respected automoile
company
Eoted Manufacturer of the year y 75B7
Eoted one of IndiaIs 1reenest 7ompanies y Business %oday-A7
5ielson .41-MA41
2003
Maruti DHH, Maruti Men and Maruti 8steem make it to the top ;H
automoti!e rands in QMost %rusted Brand sur!ey <HH=Q
9 2 "ower ranked = models of Maruti on top' 0agonr, Men and 8steem
SHANTESHA MOTORS PVT. LTD.
Maruti DHH and 0agonr top in 5(. %otal 7ustomer Satisfaction Study
<HH=.
MB# tops in 9 2 "ower 7SI 3<HH ;6 for >th time in a row
2001
MB# tops in 9 2 "ower 7SI 3<HH ;6 for <nd time in a row' another
international first
2000
Maruti ags 92 "ower 7SI , ;
st
rankR unique achie!ement y market
leader anywhere in the world
1999
MSM launched as model workshop in IndiaR achie!es highest 7SI rating.
7entral Board of 8$cise N 7ustoms awards Maruti with QSamman
"atraQ, for contriution to e$chequer and eing an ideal ta$ assessee
1998
7IIIs Business 8$cellence A ward
SHANTESHA MOTORS PVT. LTD.
1996
Maruti wins I5SSA5 award for Q8$cellence in Suggestion SchemeQ
Awarded the Star %rading )ouse status y Ministry of 7ommerce
1994-95
8ngineering 8$ports "romotion 7ouncilIs award for e$port performance
1994
Best 7anteen award among )aryana Industries as part of employee
welfare
1992-93
8ngineering 8$ports "romotion 7ouncilIs award for e$port performance
1991-92
8ngineering 8$ports "romotion 7ouncilIs award for e$port performance
SHANTESHA MOTORS PVT. LTD.
SOCIAL ,ELFARE:
0elfare 7amps
8!ery year we organi&e lood donation camps along with 4ed 7ross, in which
employees donate lood. 8ye check-up camps, family planning related camps and
otherhealth camps are also organi&ed periodically.
Medical support & welfare
%he employees of Maruti ha!e always donated generously to people affected y natural
calamities. %hey contriuted 4s. < million to rehailitate earthquake !ictims in #atur.
0e also run a creche for the children of construction workers, which pro!ides food
shelter and education for D? children.
Education to underprivileged
2"S Maruti Shiksha Oendra, an education programme for the underpri!ileged, was
inaugurated at 2"S, Maruti Ounj recently. %he ojecti!e of his project is to educate the
children of elow po!erty line 3B"#6 families from the neary !illages of 1urgaon
district. ;<H students in the age group of ?-D years ha!e already enrolled. 2"S Maruti
Ounj is pro!iding ooks, writing material and uniforms, refreshment and transport
facilities to these children.
SHANTESHA MOTORS PVT. LTD.
Education Programme for mothers
I7hetnaI, an education programme for mothers - is an another endea!our to pro!ide
asic education to mothers of the students of 2"S Maruti Ounj and surrounding !illages.
Majority of students at the school is first generation learners. %herefore, the concept of
starting a mo!ement of learning I7hetnaI for mothers has een promoted. %he response
has een encouraging and aout ;=H mothers are attending it regularly.
ENVIRONMENT CONCERN:
Our environment Policy:
• "re!ent pollution.
• "romote energy reduction and use of alternati!e energy.
• Manage@ reduce those materials that put stress on en!ironment.
• "romote the three 4Is 34educe, 4euse, 4ecycle6.
• "romote Q1reenQ procurement.
• "ro!ide our employees with en!ironmental education to
increase their awareness.
SHANTESHA MOTORS PVT. LTD.
Since the commencement of operations in ;CD; weI!e een committed to the protection
of the en!ironment and conser!ation of non-renewale .energy sources. .ur proacti!e
approach depends not only upon meeting the e$pectations of the regulatory authorities
ut achie!ing the high standards that weI!e set as a responsile corporate citi&en.
%his philosophy of trying to make a difference to the en!ironment penetrates through
our employees to the process of manufacture and finally into our products.
Pollution Control Camps
.ur elaorate system of (ree "ollution 7heck-Bp 7amps which run at regular inter!als,
is designed at making the cars already on the road operate more efficiently. It also
inculcates awareness for en!ironmental protection among the many car users of India.
MPFI
0e ha!e introduced 8uro II compliant M"(I engines in all our models. Along with
our !endors, weI!e made in!estments of o!er 4s. AH million for introducing M"(I
technology compliant cars.
CNG
Maruti is a strong ad!ocate of 751, a more eco-friendly fuel alternati!e to diesel and
petrol. In our endea!our to pro!ide a cleaner and greener option to the customer, we are
in the process of equipping an e$tensi!e dealer network to assist Maruti owners in fitting
751 kits.
SHANTESHA MOTORS PVT. LTD.
Rain Water Harvesting
%o recharge the aquifer, measures were taken to har!est the rain water through soak
pits, recharging shafts and water lagoons. %hese measures are capale of charging nearly
?HK of the a!erage annual rainfall at Maruti, into the 8arth.
MARUTI CULTURE:
.ur employees are our greatest strength and asset. It is this underlying philosophy that
has molded our workforce into a team with common goals and ojecti!es. .ur
8mployee-
Management relationship is therefore characterized by:
• "articipati!e Management.
• %eamwork N Oai&en.
• 7ommunication and information sharing.
• .pen office culture for easy accessiility
SHANTESHA MOTORS PVT. LTD.
%o implement this philosophy, we ha!e taken se!eral measures like a flat organi&ational
structure. %here are only three le!els of responsiilities ranging from the Board .f
2irectors, 2i!ision )eads to 2epartment )eads. .ther !isile features of this philosophy
are an open office, common uniforms 3at all le!els6, and a common canteen for all.
%his structure ensures etter communication and speedy decision-making processes. It
also creates an en!ironment that uilds trust, transparency and a sense of elonging
amongst employees.
The major players in small car segment are:
Hyundai Motors India Ltd
Telco
Fiat India Ltd
%he attle royal in the India car market has entered the ne$t phase. .ne old assumption
has een !indicated , that o!er DHK of the Indian car market is still confined to the small,
su , 4s > lakh models. And that mod-si&e and digger models can only pro!ide the icing
on the cake, not the cake itself to any manufacturer.
Puite apart from these specific lessons that each man learnt, there were se!eral surprises
that the car market threw up. (irst world-class technology and quality were considered a
gi!en now. Second, the Indian uyer had egun to e$pect model and engine upgrades as
frequently as his BS or 8uropean counterparts. %he Indica had to
SHANTESHA MOTORS PVT. LTD.
upgrade their engines in less than one year after launch, the power steering option arely
a year after it hit the market.
And finally, while the manufacturers could continue to refer to it as the SIndian small car
segment *, the uyer characteristics were anything ut homogeneous. %here were distinct
group with distinct preferences. And the days of one model ecoming the undisputed
hea!yweight champion were o!er for good.
Brief description of major players in this segment.
Hyundai ' )yundai has ecome the undisputed numer two in the Indian auto market,
and the only one-e!en ri!als admit- with the capaility of gi!ing leader Maruti a run for
its money in the total !olume stakes though )yundai in India currently sells just aout a
quarter of the numers that Maruti does.
)yundai got e!erything right ecause it got the !alue-price,technology equation almost
perfectly right from day one. %he Santro was an instant winner from the day it was
introduced in the Indian market ecause it offered the optimum mi$ of space and
technology in the small car market, at a highly competiti!e price. And with easy
consumer financing a!ailale in the market,)yundai did not ha!e to work too hard to
persuade e!en entry-le!el car uyers to go for the Santro instead of the Maruti DHH.
SHANTESHA MOTORS PVT. LTD.
And when it launched mid-si&e Accent some time later, )yundai pro!ed that it could get
its !alue-price equation consistently right across different segments.
But despite its great start, )yundai made two mistakes and y Maruti it is also one under
the most pressure ecause after &ooming to the numer two spot, it cannot afford to skid
in the race. But %elco*s Indica is snapping at its heels. And MarutiIs acklash is e$pected
to target the Santro more than any other model.
%he two miscalculations that )yundai made/ (irst, while )yundai Santro was harping on
the fact that it was a new generation car, it hadnIt rought its latest engine technology to
India, it was a mistake that ri!al Mati& capitalised on once 8uro-II pollution norms were
announced for the motors. 2aewoo most of the fact that e!ery Mati& was 8uro-II
complaint ,while )yundai could offer an 8uro-II !ersion only at a higher price. %hough the
latter mo!ed quickly in a damage-control e$ercise, the Santro did lose a it of its sheen.
But worse for )yundai, it-miscalculated demand for its cars. %he result' when demand
peaked for the Santro, it was in no position to offer the car off-the-shelf like its ri!als.
Buyers had to wait for three months to get a Santro after ooking it.
)yundai is mo!ing fast to sort out its capacity prolem. 0ork will soon start on the
second phase of its Sriperumudur car project, one year ahead of what was initially
planned. An additional in!estment of T>HH million will help e$pand capacity from ;.<
lakh cars to < lakh cars per annum.
SHANTESHA MOTORS PVT. LTD.
%hat apart, the ig worry for )yundai is that other than the Santro 3the Atos in Oorea6, it
doesnIt Iha!e any other small car in its armoury. Bnlike Su&uki which is primarily a small
car specialist, )yundai can only introduce igger cars in the Indian market either from its
own product range, or those of Oia Motors, which it took o!er last year.
And the car maker is planning to do precisely that. .!er the ne$t two years, It plans to
offer the Sonata, priced at around 4s Q;< lakh, m the segment ao!e the Astra@#ancer@7ity
category. I%he Sonata is a niche product. 0e hope to sell aout <?H cars a month,Q says
1andhi. Also, )yundai will e launching a sports utility !ehicle 3SBE6, currently under
de!elopment in Oorea.
)yundai is looking a it !ulnerale now ecause gloally it is a minnow in the car
market. St lacks the sheer money power and product muscle to keep fighting the (ords and
%elco in any market. And if (ord does take o!er 2aewoo Motors, )yundaiIs numer two
position in India could e seriously under threat.
Te+$o- T%e Ho.e-Gro/* C%0++e*1er
0hen it first announced its plans,I scepticism aounded. 0ith do&ens of gloal car makers
hitting the Indian market with new products, few people would ha!e gi!en %elco much of a
chance with an indigenously-de!eloped car. 8specially since %elco did not oast a great
reputation for de!eloping e!en world-class commercial !ehicles, forget passenger cars.
SHANTESHA MOTORS PVT. LTD.
0hen the Indica hit the market, the consensus opinion was that %elco had goofed up again.
It had got its car and engine de!eloped aroad - ut all that was marred y the production
quality of the cars when they rolled out of the %elco plant in "une. %he Indica was riddled
with quality prolems. A year down the line, almost e!eryone grudgingly admits that the
Indica has een a success. %he %elco formula of pushing the iggest small car with a
rugged diesel engine has een a major hit in the semi-uran and rural markets.
4ajes! 2ue, general manager, commercial 3passenger cars6, %elco, points out the
companyIs iggest ad!antage' low costs, fin other words, %elco can reco!er the costs of
introducing a new car at a much lower !olume of sales than its ri!als can. But the flip side
is that all gloal giants can amortise the costs of de!elopment y selling the same car
across different world markets, %elco canIt.
At the moment though, the %elco strategy is to tap the niches first. %he Indica, with the
diesel engines eing pushed hard, was clearly aimed at a segment none of the ri!als was
addressing. Similarly, the new car Magna it is planning to launch is again e$pected to e
a niche car addressing a particular need Un the 4s ;<-;A lakh car segment. And in the SBE
market, %elco has already introduced the premium Safari, which again focuses on a small
niche.
It is a smart strategy as it a!oids taking any of the ig guns head on. But in the long run,
%elco knows it has to take on its ri!als in the mainstream markets as well. It is ramping up
capacity to ;AH,HHH from the current ;<H,HHH cars anticipating that it will get the demand.
But %elco is also the weakest player in the small car market - and unless it keeps
springing surprises,it could e the first casualty in this round of the car attles.
SHANTESHA MOTORS PVT. LTD.
Fiat India Ltd'
(iat the Auto %itan was estalished in ;DCC y 1io!anni Agnelli. %he company first set
its foot on the Indian %urf in the year ;CH?, with the appointment of Mumay Motor 7ars
Agency as its Sales Agent. %he relationship with India was further strengthened when it
signed a licence and ser!icing contract with "remier Automoiles #imited 3"A#6, pa!ing
the way for manufacturing and selling of ;;HH and ;;HH2 (iat, "admini, Bno and the
latest offering eing the cars from the project Q;GD 0orld 7arQ range which includes
Siena, Siena 0eekend and the "alio.
%he company*s pi!otal interest remains automoiles. It has the most admired and sought
after models worldwide to oast of which includes (iat #ancia, (errari, Maserati, Alfa
4omeo etc., Siena eing the latest offering to the Indian consumers.
(iat is the only automoile manufacturer to ha!e won the most co!eted Q8B4."8A5
7A4 .( %)8 J8A4Q award for a record nine times, more than any other car
manufacturer. %hese awards ha!e not made the group complacent as it stri!es to achie!e
the est in all aspects, which include the people, en!ironment, technology and
energy.%his is seen in the company*s endure towards 8n!ironmental issues and co-
operation with all en!ironmental organi&ations.
(iat has amitious plans for making India its operational hu and plans to in!est one
illion BS dollars in the coming years.
SHANTESHA MOTORS PVT. LTD.
#ater the company introduced the Bno V 8urope*s fa!ourite car for the last two decades
into India. %he (iat ;GD 0orld 7ar "roject has een de!eloped specifically to e$pand
production in o!erseas markets. %his project includes international-class cars like the
Siena sedan, the Siena 0eekend station wagon and the "alio hatchack.
(iat has achie!ed a high le!el of locali&ation for all its cars, and is making world-class
cars a!ailale in India at e!en more competiti!e and affordale prices. (iat Automoiles
SpA owns the most-admired and sought-after models worldwide, including the (iat
#ancia, the (errari, the Maserati and the Alfa 4omeo.
(iat is the only automoile manufacturer in the world that has won the co!eted 8uropean
7ar of the Jear award nine times. It is also the only company in the world that
manufacturers recyclale cars.
In the pipeline are amitious plans to make India its operational hu in Asia in the future
and in!est BS T; illion here in the coming years.
SHANTESHA MOTORS PVT. LTD.
SHANTESHAMOTORSPVT.LTD.
INTRODUCTION:
S)A5%8S)A M.%.4S "4IE A %8 #IMI%82 is an authori&ed dealer for
Maruti
Bdyog #td, for Marketing, Sales, Maruti 1enuine Spares, Maruti 1enuine Accessories,
Ser!ice and 4epairs of Maruti range of !ehicles.
HISTORY:
Shantesha Motors commenced operations on <H@?@<HHH in Belgaum and is one of
the
good authori&ed dealers for Maruti Bdyog #td. %oday they ha!e turn o!er of<H crores,
hence
making them one of the Maruti dealer in India.
Shantesha Motors ha!e the e$cellent network of sales and ser!ices center in
Belgaum
and they are leading Maruti dealers in north Oarnataka. At Belgaum Shantesha
showroom is
located near to O.#.8 )ospital. %he workshop located at 5ehru 5agar. carries out after
sales operations, free ser!ice, paid ser!ice and 4unning repairs. Besides this the
workshop also in to selling of pre-owned cars and 4anks (irst for the sale of pre-owned
SHANTESHA MOTORS PVT. LTD.
cars in India. %he stockyards situated at attach to showroom carries the pre-deli!ery
inspection of all the !ehicles and gets them ready for the sales. It has
pa!ed surface stocking area of aout ?H to ;HH Maruti !ehicles.
Quality Management System:
? Shantesha Motors has a documented and estalished quality management system
to ensure that
? %he documentation structure of Shantesha Motors can e represented in the
following manner.
1. QULITY MANUAL
2. QULITY SYSTEM PROCEDURES
3. WORK INSTRUCTIONS AND CHECKLIST
4. FORMS AND RECORDS
5. REFERENCE STANDARDS AND EXTERNAL MANUAL
The quality manual describes the ISO 9001: 2000 standards adapted at
Shantesha Motors.
BABASAB PATIL
.
SHANTESHA MOTORS PVT. LTD.
? %he quality management system procedure manual SM@B1M@"M@. ; contents
the detail of how the processes in the organi&ation are eing conducted, control
and recorded and meet the customer demands
? %he work instructions and checklist contains how the specified acti!ities are to
e carried out.
? %he forms and records support the acti!ities carried out and controlled.
? All the e$ternal manuals and standards are controlled.
Management Commitment:
%he management of Shantesha is committed to quality management system
through leadership and actions. %he management shall pro!ides the asic infrastructure
and continually upgrade the work en!ironment.
The management is also committed to
? %he quality policy and quality ojecti!e of organi&ation.
? 8nsures that the policy is understood, implemented and maintained at all the
le!els of the organi&ation
? 8nsure focus on the customer requirement throughout the organi&ation.
? 8nsure a!ailaility of necessary resources.
? 4e!iew the estalished quality management system periodically through the
management re!iews.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Customer Focus at Sales:
? %he (ield e$ecuti!es !isit the customers and e$plain the features of the !ehicle to
them
? 2emonstration and test dri!es shall e gi!en whene!er required.
? %he "erforma in!oice@price list terms and conditions will e gi!en.
? %he order ooking forms duly collected from the customer and clarity with
regard to the terms and conditions are e$plained and the copy id handed o!er to
customer along with the receipt or payment made.
? Any amendment required y the customer, it should e recorded on the order
ooking forms
? %he deli!ery is insured as per the checklist duly e$plaining all the features
mentioned in the checklist.
Customer Focus at Service:
a6 %he customer can ook the !ehicle for the ser!icing@repairs either through the
telephone or personally the front office.
6 %he detail shall e entered in Iooking registerI y the telephone operator.
c6 %he list of the !ehicles shall e gi!en to front office W!ery morning to accept
the !ehicles for ser!icing for that date.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
d6 %he customer can ring their !ehicle for ser!icing without ooking. )owe!er such
!ehicle shall e accepted only after ensuring that there is enough capacity for the
ooked !ehicles.
e6 .n the ases of kilometers run y the !ehicle and customer requirement, the
customer shall e$plained aout the type of the ser!icing@repairs and spare
parts required and to ensure that the ser!ice station has the required capacity
to accept the !ehicle.
f6 Before accepting the !ehicle, a mutually acceptale deli!ery time and date is
fi$ed with the customer.
g6 %he customerIs consent shall e taken on the estimated cost of the
repair@ser!ice of the !ehicle.
h6 All the details of the work required along with the date and time of the
deli!ery and the estalished cost shall e recorded in the jo order card efore
commencement of the work.
i6 Incase of any change in the terms any change in the ser!ices, the cost or the
deli!ery time then the client shall e informed !erally o!er the phone and
any change shall e recorded in the 9o .rder 7ard.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Quality Policy:
? %he management of Shantesha Motors shall always remain committed to its
ojecti!es for quality for with the main thrust on meeting the customer
e$pectation
and requirements.
? %he managementIs commitment to quality reflected in its quality
policy.
"We at Shantesha pledged to make quality a way of life through commitment to
continual improvement customer satisfaction and adhering to quality management
system"
%he management ensure that the policy is understood implemented and maintained at all
le!els of the organi&ation and continual impro!ement in customer satisfaction.
At present our quality objectives are
? 0e ensure that customer complaints do not e$ceed D per ;H,HHH
!ehicles.
? 0e ensure that repeat jo do not e$ceed < K
? 0e ensure 7SI ofCHK with minimum of ;?K feed ack
cards.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
? 0e ensure SSI ofDHK at sales with minimum of<HK feedack
cards.
? 0e ensure to conduct = free emission@ser!ice check camps per quarter.
? 0e ensure to launch I incenti!e scheme per
month.
? 0e ensure to conduct > internal audits and > M4MIs per financial year of quality
management system.
QUALITY MANAGEMENT SYSTEM PLANNING
The quality plan at Shantesha Motors comprises the identification of the
following.
? %he !arious models of !ehicles from Maruti Bdyog #td sold and ser!iced at
Shantesha Motors.
? %he !arious types of ser!ices done at Shantesha Motors.
? %he e$ternal manual acquired from Maruti Bdyog #td to sell and ser!ice the
!ehicles.
The various models of vehicles from Maruti Udyog Ltd. Sold and serviced
at Shantesha Motors.
? Maruti-DHH car
? Maruti omni
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
? Men
? Alto
? 0agon-4
? 8steem
? Eersa
? Baleno
? Eitara
? Swift
The various types of servicing done at Shantesha Motors.
? Ser!ices-(ree ser!ice and paid ser!ice.
? 4unning repair.
? Puick ser!ice repair.
? Break down ser!ice.
The external manuals acquired from Maruti Udyog Ltd. To sell and service the
vehicles.
? Sales policy ulletin
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
? Marketing circulars
? Ser!ice manuals
? Ser!ice circulars
? Ser!ice ulletin
? 0arranty ulletin
? Spares parts price
catalogue
? Spares parts price list
? Spare parts procedure manuals
? Spare parts
ulletin
? Spare parts
circulars
? Maruti ser!ice quality standards
? 7ustomer care manual
? Ser!ice marketing manual.
Competence Awareness and Training:
a6 4ecruitment is done as per MB# norms of education and
e$perience.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
6 %here e$ists well-defined system to identify and pro!ide training to all the
personnel
procedure 5o. SM@B1M@"4@;<.
c6 Induction training and on jo training shall e
pro!ided
d6 All concerned shall e trained on the latest sales@ser!ice@spares@ulletins@circulars
from MB#.
e6 As per the MB# scheduled training programme 8$ecuti!es@Mechanics@Manager
will e d,eputed for training.
f6 %raining records shall
maintain.
Identification and Tracebility:
Identification:
;. 5ew !ehicle, which has completed pre-deli!ery inspection, shall e identified as "2I-
.O on the windshield, MB# In!oice and jo order card, "2I and stockyard egister.
<. Identification of !ehicles at the ser!ice workshop shall e through !ehicle model,
registration numer and unique jo order 5os.
=. Inspection and test status of ser!ice@repair of !ehicles shall e identified through the
jo order card.
>. 7ompleted jo order card and the stamp of the final inspector shall identify (inal .O
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
!ehicles.
?. Identification of spare parts shall e in the form of part 5os., as per Maruti
guidelines.
A. Identification of new !ehicles is y its colour, model, chassis and engine 5os., MB#
In!oice, stockyard register.
Traceability:
;. %raceaility shall e estalished though !ehicle registration 5o. 9o order numer and
the date of jo order.
<. %raceaility of new !ehicle at stockyard is estalished through chassis and engine 5o,
keyno., and parking slot 5o.
Monitoring and Measurement:
Customer Satisfaction:
;. (eedack recei!ed from the customer on their perception and ser!ice e$perience
customer satisfaction measure 3percentage6 is generated using software supplied y
Maruti Bdyog #td.
<. 4esults of customer satisfaction measure are discussed in the management re!iew
meetings and counter measure for the continual impro!ement is initiated.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Internal Audit:
%here is a well-defined procedure 5o.' SM@B1M@H> to conduct internal audit and
e$amine
the implementation of Puality Management System.
Monitoring and Measurement of Processes:
;. "re-sales process is monitored and measured y the numer of enquires and the
closure
of sales.
<. Sales process is monitored customer personal docket checklist, commitment and
deli!ery,
SSIK.
=. In ser!ice, repeat jos, customer complaints, feedack card K, 7SIK, "S(K, final
inspection are monitored.
>. Statistical graphs are used to indicate the
measures.
Improvement
Continual Improvement
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Shantesha Motors, Belgaum shall continually impro!e the effecti!eness of the Puality
management System through commitment to Puality policy, Puality ojecti!es as well
as
use of audit results, management re!iew meeting decisions, analysis of data, correcti!e
and
pre!enti!e actions.
Corrective Action:
%here is a documented system procedure 5o. SM@B1M@"4@H? to implement correcti!e
action on all the non-conformities arising from'
? 7ustomer complaints
? 4epeat 9os
? System 5on 7ompliances
? "ost Ser!ice (ollow Bps
? "ost Sales (ollow ups
? 7SI negati!e feedack
? SSI negati!e feedack
? 4oad test
? (inal inspection
? Internal Audit findings
? Super!ision y super!isorU 0ork Managers
? 8$ternal Audits.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Preventive Action
%here is a documented System "rocedure 5o.SM@B1M@"4@HA to identify
potential 5on-7onformities like recurring 5on-7onformities determined from 4epeat
jo, (inal Inspection, washing Puality as well as for potential 5on-7onformities
determined during M4M, Meetings and Audits and Analysis of 7ustomer (eedack.
BABASAB PATIL
1.M.3Sales6 1.M.30orks6
Sr. 8$e
3pre-2el6
2y. Mgr
3System6
2y. Mgr
3Sales6
Sr. 8$e 3Mgr
Admn6
Asst. Mgr
3Mktg6
(ield
8$ecuti!es
"re-del N
2eli!ery
8$ecuti!e
Sr. 8$e
3System6
Sales
8$ecuti!e
2y. Mgr
3Sales6
2y. Mgr
3Sales6
Stockyard Asst Asst.
Super!isor
System
.perator
Mechanic 0ashing
SHANTESHA MOTORS PVT. LTD.
ORGANIZATION STRUCTURE OF SHANTESHA MOTORS PVT LTD.
Showroom and stockyard'
7hief 8$ecuti!e
.fficer
Management
4epresentati!e
Sr. 1eneral Manager 3.perations 6
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
SAMPLING
Selection of Sample:
Sampling allows us to concentrate our attention upon relati!ely small numer of people and
hence de!ote more energy to ensure that the information collected from them accurate.
POPULATION: "eople from the city of Belgaum
SAMPLE FRAME: "eople who has own a four-wheeler car and prospect Buyers.
SAMPLING SIZE: 100 B5I%
DURATION: 60 DAYS
SAMPLE METHOD: Specifically stratified 4andom sampling method
i.e. the whole Belgaum city was di!ided into four major geographical
Segments i.e. Bagynagar segment, Bogarways segment, 7hidamer
nagar and 9.5.M.7.segment.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
RESEARCH DESIGN
DEFINITION OF RESEARCH PROBLEM:
1. Management problem classification:
In Indian car industry, small car segments ha!e played a !ery crucial and
significant role due to its economy, efficiency and effecti!eness. 2ue to
in!asion of foreign cars into Indian markets the pace of competition has hiked.
%his has rought into market numers of rands and their !ariants competing
with each other.
)ence in the meeting with sales manager and ser!ice manager, a research
project was discussed where oth the managers wanted to analy&e the uying
eha!iour and the rand preferred y the customers in B-segment cars.
2. Situation analysis:
%he Maruti Bdyog #td has two types of ser!ice stations.
i6 Authori&ed dealer with ser!ice station.
ii6 Authori&ed ser!ice stations.
Shantesha Motors pri!ate #td. 7omes under the first category i.e., authori&ed dealer with
ser!ice station ut efore Shantesha Motors there were two ser!ice station namely Achal
and Bharat. And also other local ser!ice stations.
3 .Model development:
%he study will pro!ide solutions to the prolem of the
management.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
a6 Management will know the most preferred rand y the
customers.
6Management will know the uying eha!iour of the
customers.
4. Specification of information required:
a6 %o know the features considered y the customer
while purchasing a car.
6 %o know the facilities@ser!ices e$pected y the customers from
the dealer of ser!ice station.
c6 %o know the means of (inance preferred y the customers.
.
DATA COLLECION APPROACH :
%he information necessary for this sur!ey is collected y tapping primary and
secondary data.
Primary data:
a6Puestionnaire
6"ersonal interaction
Secondary data:
a6 4elated information from internet'
.
6 .rgani&ation 4eport
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
MEASURMENT TECHNIQUES :
%he measurement technique used for this project are Puestionnaires and
attitude scales.
SELECTION OF SAMPLE '
Sampling allows us to concentrate our attention upon relati!ely small numer of people and
hence de!ote more energy to ensure that the information collected from them accurate.
POPULATION: "eople from the city of Belgaum
SAMPLE FRAME: "eople who has own a four-wheeler car and prospect Buyers.
SAMPLING SIZE: 100 B5I%
DURATION: 60 DAYS
SAMPLE METHOD: Specifically stratified 4andom sampling method
i.e. the whole Belgaum city was di!ided into four major geographical
Segments i.e. Bagynagar segment, Bogarways segment ,7hidamer
nagar and 9.5.M.7.segment.
SELECT THE METHOD OF ANALYSIS'
2ata are useful only after analysis. 2ata analysis in!ol!es 7on!erting a series recorded
oser!ations into descripti!e statements and information aout relationship.
)ence concerned to this project method of analysis the data will e graphical
method,Simple "ercentage method.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
ETHICS OF THE RESEARCH:
This will be note that the issues relating to the research will be review that
all the aspects will be certain and ethically sound. The information will be used
for academic purpose as well as the benefit of the organization.
DATA COLLECION METHOD:
%he information necessary for this sur!ey is collected y tapping
primary and secondary data.
Primary data:
a6Puestionnaire
6 "ersonal interaction
Secondary data:
a6 4elated information from internet.
.
6 .rgani&ation 4eport.
MEASURING TOOLS'
2ata are useful only after analysis. 2ata analysis in!ol!es 7on!erting a series recorded
oser!ations into descripti!e statements and information aout relationship.
)ence concerned to this project method of analysis the data will e graphical
method, Simple "ercentage method.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
ANALYSIS
;. "lease rank the following features when you uy a new car.
a6 Look/ Aesthetics
Rank No. of
respondent
Percentage
; > >
< ;A ;A
= D D
> >H >H
? > >
A > >
G - -
D ;< ;<
C ;< ;<
%he ao!e graph shows rank wise percentage of customer*s preference for #ook. It shows
that #ook is not their first preference, >HK of the respondents ha!e gi!en >
th
rank for #ook
whereas only >K ha!e gi!en ;
st
rank for the look.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
6 Price:
Rank No. of
respondent
Percentage
; ;< >
< AH ;A
= D D
> D D
? - -
A - -
G D D
D > >
C - -
%he ao!e graph shows rank wise percentage of customer*s preference for "rice. It shows
that "rice is their second preference,AHK of the respondents ha!e gi!en <nd rank for "rice,
whereas only ;<K ha!e gi!en ;
st
rank for the "rice.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
c6 Mileage
Rank No. of
respondent
Percentage
; AD AD
< D D
= ;< ;<
> > >
? D D
A - -
G - -
D - -
C - -
%he ao!e graph shows rank wise percentage of customer*s preference for Mileage. It
shows that Mileage is their (irst preference i.e. ADK of the respondents ha!e gi!en ;st rank
for Mileage.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
d6 Maintenance
Rank No. of
respondent
Percentage
; > >
< - -
= ?A ?A
> ;A ;A
? > >
A D D
G - -
D D D
C > >
%he ao!e graph shows rank wise percentage of customer*s preference for Maintenance. It
shows that Maintenance is not their (irst preference, ?AK of the respondents ha!e gi!en
=rd rank for Maintenance, whereas only >K ha!e gi!en ;
st
rank for the Maintenance.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
e6 Safety features
Rank No. of
respondent
Percentage
; D D
< ;< ;<
= > >
> ;< ;<
? ;A ;A
A =A =A
G > >
D > >
C > >
%he ao!e graph shows rank wise percentage of customer*s preference for Safety features.
It shows that Safety is not their (irst preference, =AK of the respondents ha!e gi!en Ath
rank for safety, whereas only DK ha!e gi!en ;
st
rank for the safety features.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
f6 Company`s service:
Rank No. of
respondent
Percentage
; - -
< - -
= - -
> ;< ;<
? ;< ;<
A ;< ;<
G ;A ;A
D >> >>
C > >
%he ao!e graph shows rank wise percentage of customer*s preference for company
ser!ice. It shows that company ser!ice is not their (irst preference, >>K of the respondents
ha!e gi!en Dth rank for company ser!ice, whereas no one has gi!en ;
st
rank for the
company ser!ice.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
g6 Space:
Rank No. of
respondent
Percentage
; - -
< - -
= > >
> - -
? >H >H
A D D
G > >
D ;< ;<
C =< =<
%he ao!e graph shows rank wise percentage of customer*s preference for Space. It shows
that Space is not their (irst preference, >HK of the respondents ha!e gi!en ?th rank for
safety , whereas no one has gi!en ;
st
rank for the safety features.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
h6 Ready availability:
Rank No. of
respondent
Percentage
; - -
< - -
= > >
> - -
? >H >H
A D D
G > >
D ;< ;<
C =< =<
%he ao!e graph shows rank wise percentage of customer*s preference for 4eady
a!ailaility. It shows that 4eady a!ailaility is not their (irst preference, >HK of the
respondents ha!e gi!en ?th rank for 4eady a!ailaility, whereas no one has gi!en ;
st
rank
for the 4eady a!ailaility.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
i6 Comfort:
Rank No. of
respondent
Percentage
; > >
< > >
= > >
> > >
? D D
A <H <H
G ;A ;A
D > >
C =A =A
%he ao!e graph shows rank wise percentage of customer*s preference for 7omfort. It
shows that 7omfort is not their (irst preference, =AK of the respondents ha!e gi!en Cth
rank for 7omfort, whereas only >K ha!e gi!en ;
st
rank for 7omfort.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
<6 0hat is your udget for a new car/
Purchasing power of the
respondent
Number of
respondent
Respondent in
Percentage
X =# <H <HK
=-># A> A>K
>-?# ;A ;AK
Purchasing power of the Custoers
20%
64%
6%
! 3"
3#4"
4#$"
? %he ao!e graph shows that <HK of respondents are willing to spend less than =
#akh rupees, A>K of respondents are willing to spend etween =-> #akh rupees
and ;AK of respondents are willing to spend etween >-? #akh rupees.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
=6 0hich of the following facilities@ ser!ices do you e$cept from the dealer/
Faci!ities " Ser#ices $o% Of Respon&ents
%uic& service '4
(r )ree service *6
+iscount on ,ccessories 2
-ome +elivery '
+iscount on .pare /arts 24
0nstallment /ayment )acility *2
+iscount on .tereo .ystem '
1ehicle 2egistration /rocess 2
Faci!ities E'pecte& () Custoers
'4
*6
2
'
24
*2
'
2
%uic& service
(r )ree service
+iscount on ,ccessories
-ome +elivery
+iscount on .pare /arts
0nstallment /ayment )acility
+iscount on .tereo .ystem
1ehicle 2egistration /rocess
? According to customer preference quick ser!ice, ; Jr (ree ser!ice and installment
payment facility are considered to e the most important facility @ ser!ices from
the dealer @ ser!ice station.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
>6 0hich means of (inance would you prefer/
*eans of Finance
0%
0%
20%
30%
40%
$0%
60%
*0%
3mployee "oan 4an& "oan 5ar )inance
5ompanies
5o#operative
.ociety
? It is found from the sur!ey that A>K of the respondents prefer ank loan as the
means on finance followed y employee loan, car finance companies, and co-
operati!e society.
BABASAB PATIL
Me0*s o F(*0*$e
$o% Of
Respon&ents
Respon&ent
in
percentage
3mployee "oan 6 6%
4an& "oan 64 64%
5ar )inance 5ompanies 2 2%
5o#operative .ociety ' '%
SHANTESHA MOTORS PVT. LTD.
?6 4ank the following in the order of preference'
a6 Maruti DLX:
Rank No. of
respondent
Percentage
; > >
< > >
= > >
> - -
? - -
A ;< ;<
G - -
D - -
C ;A ;A
;H AH AH
%he ao!e graph shows rank wise percentage of customer*s preference for Maruti 2#L
car. It shows that Maruti 2#L car is not their (irst preference, AHK of the respondents
ha!e gi!en ;Hth rank for Maruti 2#L, whereas only >K ha!e gi!en ;
st
rank for Maruti
2#L.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
6 Maruti Zen:
Rank No. of
respondent
Percentage
; > >
< > >
= ;< ;<
> > >
? ;< ;<
A > >
G > >
D D D
C >D >D
;H - -
%he ao!e graph shows rank wise percentage of customer*s preference for Maruti Men
car. It shows that Maruti Men car is not their (irst preference, >DK of the respondents
ha!e gi!en Cth rank for Maruti Men, where as only >K ha!e gi!en ;
st
rank for Maruti
Men.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
c6 Maruti Alto:
Rank No. of
respondent
Percentage
; A> A>
< D D
= > >
> D D
? > >
A D D
G > >
D - -
C - -
;H - -
%he ao!e graph shows rank wise percentage of customer*s preference for Maruti Alto
car. It shows that Maruti Alto car is their (irst preference i.e. A>K of the respondents
has gi!en ;st rank for Maruti Alto.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
d6 Maruti Swift:
Rank No. of
respondent
Percentage
; > >
< D D
= A> A>
> D D
? > >
A > >
G - -
D D D
C - -
;H - -
%he ao!e graph shows rank wise percentage of customer*s preference for Maruti
S0I(% car. It shows that Maruti S0I(% car is not their (irst preference, A>K of the
respondents ha!e gi!en =rd rank for Maruti S0I(%, where as only >K has gi!en ;
st
rank for the Maruti S0I(%.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
e6 Maruti WagonR:
Rank No. of
respondent
Percentage
; - -
< > >
= - -
> D D
? D D
A > >
G ?A ?A
D D D
C D D
;H > >
%he ao!e graph shows rank wise percentage of customer*s preference for Maruti
0agon4 car. It shows that Maruti 0agon4 car is not their (irst preference, ?AK of the
respondents ha!e gi!en Gth rank for Maruti 0agon4, whereas no one has gi!en ;
st
rank
for Maruti 0agon4.
f6 Fiat Palio
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Rank No. of
respondent
Percentage
; ;< ;<
< - -
= > >
> > >
? > >
A >D >D
G D D
D > >
C > >
;H ;< ;<
%he ao!e graph shows rank wise percentage of customer*s preference for (iat "alio
car. It shows that (iat "alio is not their first preference, >DK of the respondents ha!e
gi!en Ath rank for (iat "alio, where as only ;<K of the respondents ha!e gi!en ;
st
rank
for (iat "alio.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
h6 Hyundai Santro:
Rank No. of
respondent
Percentage
; > >
< >> >>
= D D
> > >
? ;< ;<
A D D
G > >
D D D
C D D
;H - -
%he ao!e graph shows rank wise percentage of customer*s preference for )yundai
Santro car. It shows that )yundai Santro is not their (irst preference, >>K of the
respondents ha!e gi!en <nd rank for )yundai Santro whereas only >K of the
respondents ha!e gi!en ;
st
rank for )yundai Santro.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
i6 Hyundai Getz:
Rank No. of
respondent
Percentage
; > >
< ;< ;<
= - -
> >H >H
? ;< ;<
A - -
G D D
D ;< ;<
C D D
;H > >
%he ao!e graph shows rank wise percentage of customer*s preference for )yundai
1et& car. It shows that )yundai 1et& is not their (irst preference, >HK of the
respondents ha!e gi!en >th rank for )yundai 1et& whereas only >K of the respondents
ha!e gi!en ;
st
rank for )yundai 1et&.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
j6 Tata Indica:
Rank No. of
respondent
Percentage
; > >
< ;< ;<
= > >
> ;A ;A
? >H >H
A > >
G > >
D > >
C - -
;H ;< ;<
%he ao!e graph shows rank wise percentage of customer*s preference for %ata Indica
car. It shows that %ata Indica is not their (irst preference, >HK of the respondents ha!e
gi!en ?th rank for %ata Indica whereas only >K of the respondents ha!e gi!en ;
st
rank
for %ata Indica.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
A6 2o you own a car/
Response No. of Respondent Respondents
in º
Jes AD ADK
5o =< =<K
? %he ao!e graph shows that ADK of the respondents are owners of cars and =<K
of respondent ha!e not owned car ut are prospect uyers.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
G6 0hy do you opt for a four wheeler/
Purpose Respon&ent
6eed 4
5omfort 7 5onvenience $2
.tatus 2
? It is found from the sur!ey that ?<K of the respondent opt four-wheeler for the
comfort @ con!enience ut not for need N status.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
D6 )ow did you get to know aout this car/
Awareness $o% of respon&ent
Percentage
T1 ,dvertisement 26 3'.24
8agazines 7 6ewspaper * 0.29
)riends 22 32.3$
3:isting 5ustomers 9 3.24
5ar )inance 5ompanies 4 $.''
? %he ao!e graph shows that =D.<>K of the respondents came to know aout this
car through %E ad!ertisement and =<.=?K of the respondents came to know aout
the car through friends.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
;;6 "lease tick the following attriutes of your car
a6
"rice 4espondents "ercentage
8$pensi!e <? =A.GA
4easonale >= A=.<>
(rom the ao!e graph it is clear that A=.<>K of the respondents feel that the car which
they own is e$pensi!e and =A.GAK feel that the price of the car which they own is
reasonale.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
6
Style@Aesthetics 4espondents "ercentage
Stylish ?; G?
Simple ;G <?
(rom the ao!e graph it is clear that G?K of the respondents feel that the car which they
own is stylish and <?K feel that the car which they own is simple.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
c6
(rom the ao!e graph it is clear that D<.=?K of the respondents feel that the car which
they own is comfortale and ;G.A?K feel that the car which they own is less comfortale.
BABASAB PATIL
7omfort 4espondents "ercentage
More comfortale ?A D<.=?
#ess comfortale ;< ;G.A?
SHANTESHA MOTORS PVT. LTD.
d6
(rom the ao!e graph it is clear that G<.HAK of the respondents feel that the maintenance
cost of the car which they own is e$pensi!e and <G.C>K feel that the maintenance cost of
the car which they own is reasonale.
BABASAB PATIL
Maintenance 4espondents "ercentage
8$pensi!e >C G<.HA
4easonale ;C <G.C>
SHANTESHA MOTORS PVT. LTD.
e6
(rom the ao!e graph it is clear that A>.G;K of the respondents feel that the fuel
efficiency of the car which they own is satisfactory and =?.<CK feel that the fuel
efficiency of the car which they own is not satisfactory.
BABASAB PATIL
(uel efficiency 4espondents "ercentage
Satisfactory >> A>.G;
5ot satisfactory <> =?.<C
SHANTESHA MOTORS PVT. LTD.
APPENDIX
QUESTIONNAIRE
"lease tell us aout yourself
5 a m e'YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
Age'YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
Se$'YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
.ccupation'YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
;. "lease rank the following features when you uy a new car. 3Starting from ; to
C, ; for the most preferred and C for the least preferred6
#ook@Aesthetics Z [
"rice Z [
Mileage Z [
Maintenance Z [
Safety (eatures Z \
7ompany Ser!ice Z [
Space Z [
4eady A!ailaility Z [
7omfort Z [
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
<. 0hat is your udget for a new car/
X = #akh Z [ =-> #akh Z [ >-? #akh Z [
=. 0hich of the following (acilities@Ser!ices do you e$pect from the dealer/
Puick Ser!ice Z j ; year free Insurance Z [
2iscount on Accessories Z [ )ome 2eli!ery ; [
2iscount on Spare "arts Z [ Installment "ayment (acility Z [
2iscount on Stereo System Z [ Eehicle 4egistration "rocess Z [
>. 0hich means of (inance would you prefer/
8mployee #oan Z [ Bank #oan Z [
7ar (inance 7ompanies Z [ 7o-operati!e Society Z [
If any other SpecifyYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
?. 4ank the following in the order of preference. 3Starting from ; to ;H, ; for the most
preferred and ;H for the least preferred6
Maruti 2#L Z [
Men Z [
Alto Z [
Swift Z [
0agon-4 Z [
(iatBno Z [
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
(iat "alio Z [
)yundai Santro Z [
)yundai 1et& Z [
%ata Indica Z [
0hy do you rank the particular car as 5.. ;/
A. 2o you own a 7ar/
Jes Z [ 5o Z [
3If 5o, skip the elow Puestions6
G. 0hy do you opt for a four-wheeler/
5eed Z [ 7omfort@7on!enience Z [ Status Z [
D. 2o you find any difficulties in your 7ar/
Jes Z [ 5o Z [
If yes, what are they/
Mileage Z [
Space Z [
Maintenance Z [
7omfort Z [
BABASAB PATIL
Spare "arts Z [
7ompany Ser!ices Z [
Ser!ice Z [
Safety Z [
SHANTESHA MOTORS PVT. LTD.
C. 5ame and dealer of your "re!ious and "resently .wned 7ar.
5ame of the 7ar' "re!ious ;YYYYYYYYYYYY <YYYYYYYYYYYY "resent YYYYYYYYYY
5ame of the dealer' "re!ious ;YYYYYYYYYYYY < YYYYYYYYYYYY "resent YYYYYYYYYYY
;H. )ow did you get to know aout this 7ar/3%ick any one6.
%.E ad!ertisement Z [ Maga&ines@5ewspaper Z [
(riends Z [ 8$isting 7ustomers Z [
7ar (inance 7ompanies Z [ Any other please specifyYYYYYYYYYYYYYYYYYYYYY
;;."lease tick the following attriutes of your car.
a. "rice' 8$pensi!e Z [ 4easonale Z [
. Style@Aesthetics' Stylish Z [ Simple Z [
c. 7omfort' More comfortale Z [ #ess comfortale Z [
d. Maintenance' 8$pensi!e Z [ 4easonale Z [
e. (uel 8fficiency' Satisfactory Z [ 5ot-satisfactory Z [
;<. 1i!en a Second chance which car would you uy from the same udget/
;=. "lease suggest any areas for impro!ement in your car dealer.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD.
Thank you for your Co-operation.
BABASAB PATIL
FINDINGS
? According to sur!ey it is found that ADK of respondents "refer Mileage as the
first most crucial feature considered while purchasing a car,and price is
considered as the second considerale feature i.e AHK and maintenance cost is
considered as the third considerale feature while purchasing a car i.e ?AK.
? It is found from the sur!ey that A>K of the respondents are willing to pay =->
lakh for a new car,<HK of the respondents are willing to pay less than = lakh
for a new car, and ;AK of the respondent are willing to pay >-? lakh rupees for
a new car.
? It is found that D>K of the respondent prefer Puick ser!ice as the most
preferred facilitiesUser!ices e$pected from the dealer and the ne$t preferred
facilities@ser!ices are one year free ser!ice i.eGAK and Installment payment
facility i.eG<K
? It is found that A>K of the respondent prefer Bank loan as the most preferred
means of finance.
? Maruti Alto stood first as the most preferred car among the B-segment cars
followed y )yundai Santro and Maruti 2#L stood last.
? It is found from the sur!ey that ADK of the respondents are owners of B-
segment cars.
? It is found that ?<K of customers opted car for comfort @con!ince rather than
need and status.
? It is found that =D.<>K of the respondents came to know aout the car through
%.E ad!ertisements and =<.=?K of the respondents came to know aout the
car through friends..
SUGGESTION
? It is found that in this segment the important features considered y the
customers while uying a car are mileage, price N maintenance. So
manufacturer has to consider these
aspects to attract and retain customers thus making an effort to uild a good
rand image.
? 2iscount on accessories and spare parts also act as influencing factors for
purchase decision. So dealer can gi!e discounts on spare parts and accessories,
after sales for a period of a year or two to stimulate the customers.
? 7ustomers want ser!ice at their doorsteps ut are unaware of the home
deli!ery facility pro!ided y the dealers. So a measure has to e taken to
create awareness in this direction.
? Most of the customers uy cars from ank loan rather than financial
companies. So the companies ha!e to come up with attracti!e loan facilities to
their customers.
? 0ord of mouth is effecti!e media of communication. )ence the dealer should
keep the e$isting customers happy y pro!iding good ser!ice and make
customers talk good aout their ser!ice pro!ided.
CONCLUSION
Belgaum although a small city, is dwelled y middle and higher-class people in
majority. %hus the market for four-wheeler has ne!er een a dearth here. But of all the
!arieties a!ailale in this segment, small cars are most preferred.
7ustomers in this segment want to adopt change into their life style. %his has fostered
entry of !arieties of small cars a!ailale nation-wide to flourish in this market. %his
has enhanced the competition in this car segment. But Maruti with stood this
competition y retaining its market share to e the highest.
%he results of the sur!ey conducted showed that Maruti Alto Brand is the most
preferred car followed y Santro and it also showed the uying eha!iour of
customers that the most of the customer purchase car ased on mileage followed y
price and maintenance.
BIBLOGRAPHY
48(84A578 B..OS'
Marketing research ' %ull and )awkins
Marketing research ' A."arasuraman,
2hru! 1rewal and 4.Orishnan.
I5%8458% 08BSI%8S :
000.MA4B%IB2J.1.7.M
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