project mine

“A STUDY ON MARKET STRATEGY OF
SOLAMALAI MARUTHI SUZUKI AND
CUSTOMER RELATIONSHIP WITH
SOLAMALAI”
A SUMMER PROJECT REPORT
Submitted By
V.RAMESH
(RegisterNumber: 910612631036)
In partially fulfillment of the requirement for the award of the degree
of
MASTER OF BUSINESS ADMINISTRATION
IN
DEPARTMENT OF MANAGEMENT STUDIES

K.L.N COLLEGE OF ENGINEERING
Submitted to
ANNA UNIVERSITY CHENNAI
CHENNAI – 600 025
July - August 2013

1.1 INTRODUCTION
The success story of the automobile industry in India during eighties was due to the
entry of Maruti Suzuki, during the need of the hour. India, the second largest populated
country in the world, and pioneer in developing country, automobile industry plays key role
in economic growth. That was fulfilled by right time entry of Maruti Suzuki Ltd.
Marketing plays very vital role in fast moving world. It helps to identify the needs,
wants and demand of the customer. It gives main suggestion to the production unit and the
business people to capture markets. Marketing also identifies the customer needs, wants and
demand. We can get lot of suggestion from the concessionaire regarding customer’s interest
and our products strength and weakness. The concessionaire plays a vital in distribution to
the product. In present world it is clear that no business can run successfully without
marketing.
The emphasis is on the marketing aspects like dealer’s attitude,. Promotional
activities etc. these aspects given exposure on the practical side also for the future
marketing executives. With the above in view, a market study on a popular consumer
product is appropriate. The aspects like promotion activity, product feature, consumer
preference, consumer satisfaction level and the importance given to all the factors, there like
and dislikes were taken up for study.
It is hoped that the findings drawn from the study would help the manufacturer and
the marketing dynamics of the particular consumer product, so that the volume of sales
can be increased.

1.2 STATEMENT OF THE PROBLEM
The company dealer is at present doing very well, but they want to know the
customer needs and wants. And dealer wants to identify the customer satisfaction and
expectation level.
1.3 OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE:
The main objective of the study is “A MARKET STRATEGY OF MARUTI
MARUTHI SUZUKI AUTO AND CUSTOMER RELATIONSHIP WITH MARUTHI
SUZUKI”
SECONDARY OBJECTIVE:
The objectives of study are given as follows:
� To find the factors that influence sales in market.
� To study consumer preference in Maruti products.
� To find the factors that influencing purchases decision of the customer.

� To know the satisfaction level of the customer about the products.

QUALITY SERVICE ACROSS 1036 CITIES:
1.4 REVIEW OF LITERATURE
(WHY MARUTI SUZUKI)
THE QUALITY ADVANTAGE:
Maruti Suzuki owners experience fewer problems with their vehicles than any
other car manufacturer in India (J.D.Power IQS Study 2004). The Alto was chosen No.1 in
the premium compact car segment and the Esteem in the entry level mid – size car segment
across 9 parameters.
The J.D.Power APEAL study 2004 proclaimed the Wagon R no.1 in premium
compact car segment and the Esteem No.1 in the entry level mid – size car segment. This
study measures owner in terms of design, content, layout and performance of vehicles
across 8 parameters.
A BUYING EXPERIENCE LIKE NO OTHER:
Maruti Suzuki has a sales network of 307 state-of the art showrooms across 189
cities, witha workforce of over 6000 trained sales personnel to guide customers in finding
the right car. The high sales and customer care standards led us to achieve the No.1
nameplate in the J.D.Power SSI.

In the J.D.Power CSI study 2004, Maruti Suzuki scored the highest across all 7
parameters: least problems experienced with vehicle serviced, highest service quality,
best in-service experience, best service delivery, best service advisor experience, most
user-friendly service and best service initiation experience.
92% of Maruti Suzuki owners feel that work gets done right the first time during
service. The J.D.Power CSI study 2004 also reveals that 97% of Maruti Suzuki owners
would probably recommend the same make of vehicle, while 90% owners would probably
repurchase the same make of vehicle.
ONE STOP SHOP:
At Maruti Suzuki, you will find all your car related needs met under one roof.
Whether it is easy finance, insurance, fleet management services, exchange-Maruti
Suzuki is set to provide a single-window solution for all your car related needs.
THE LOW COST MAINTENANCE ADVANTAGE:
The acquisition cost is unfortunately not the only cost you face when buying a car.
Although a car may be affordable to buy, it may not necessarily be affordable to maintain,
as some of its regularly used spare parts may be priced quite steeply. Not so in the case of a
Maruti Suzuki. It is in the economy segment that the affordability of spares is most
competitive, and it is here where Maruti Suzuki shines.
LOWEST COST OF OWNERSHIP:
The highest satisfaction ratings with regard to cost of ownership among all
models are all Maruti Suzuki vehicles: Zen, Wagon-R, Esteem, Maruti-800, Alto and
Omni.

a). PRIMARY DATA:
Theyare proud to have the lowest cost of operation/km (among petrol vehicles) – the
top 5 models are all Maruti Suzuki models: Maruti-800, Alto, Zen, Omni and Wagon-R.
1.5 RESEARCH METHODOLOGY The following points are considered in carrying out
the research.
1.5.1 RESEARCH METHODOLOGY:
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
In fact, the research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data.
a) DESCRIPTIVE RESEARCH
Descriptive research includes surveys and fact-finding enquiries of different kinds. The
major purpose of descriptive research is description of the state of affairs, as it exists at
present. The main characteristic of this method is that researcher has no control over the
variables; he can only report what was happened or what is happening. Descriptive
researches are survey methods of all kinds, including comparative and correlation
methods.
1.5.2 DATA COLLECTION METHOD:
The main sources through which data is collected are:
1. Primary data.
2. Secondary data.

Information were collected from the respondents through questionnaires by
direct contact.
b). SECONDARY DATA:
Secondary data was collected from the various records, manuals of the company from
newspaper & Internet.
1.5.3 SAMPLING PLAN:
Sampling is uses to collect data from limited number whereas census is used for large
numbers. Since limited numbers are considered sampling method is used.
a)Sampling unit:
The consumers and dealers are surveyed.
b)Sample size:
150 samples were chosen according to non-probability sampling.
1.5.4 SAMPLING TECHNIQUE:
Non-probability (non-random) sampling method is used in this project.
a) Sampling media:
Sampling media adopted in this survey is personal interview with questionnaire.

1.5.5 TOOLS FOR DATA ANALYSIS:
Statistical tools were used to find inferences between the variable and analyzing the
results. The following are the tools used.
1. Chi-square test.
2. Weighted average analysis.
CHI-SQUARE TEST:
TEST OF HYPOTHESIS:
A hypothesis is a definite statement about the population parameter. To test the
viability of results a hypothesis is set up, since technique of randomization was
used for selection of sample units.
Null hypothesis:
A hypothesis, which is usually, a hypothesis of no significant is called null
hypothesis and is denoted by H0.
Alternative hypothesis:
A hypothesis, which is usually, a hypothesis of significant difference is called
alternative hypothesis and is denoted by H1.
HYPOTHESIS TESTING:
The set up hypothesis were tested using
i) Chi-square test for independence of attributes information is said to be
attribute when it is quantitative. The chi-square test helps to find whether
two or more attributes are associated or not. Chi-square test is used in this
research work to find out employees satisfaction level over the welfare

facilities provide are similar by the company by
categories: workers, executives, officers.
Ho: attributes are independent.
The value of chi-square was calculated using the formula
Chi-square= Σ(O-E)²
/E for (c-1)(r- 1) degrees of freedom at 5% level of
signification.
Where, O = observed frequency
Corresponding row total * column total
E=Expected Frequency= n
C = number of column
r = number of rows
If calculated value of chi-square is less than table value of chi-square at 5%
level of Significance, Ho is accepted else rejected.
WEIGHTED AVERAGE ANALYSIS:
Weighted average method is defined as an average where competent items are
multiplied by certain value of weights and aggregate of products are dividend by total number
of items. In order to identify the relative important of item in the distribution. It is essential to
allocate weight to the item.
It is given by the formula,
Σ fx
X =
N
Where
X = weighted arithmetic mean
Fx = component items multiplied by its weight.
Σfx = sum of products obtained by adding all the fx values.

N = total no of items.
1.5 a) LIMITATION OF THE STUDY
 ¾ The consumer spread all over India but survey conducted only in south zone.
 ¾ The population size is very large in number but the sample size is restricted.
 ¾ Due to time constrain, the research is able to cover only a small percentage of
sample.
 ¾ As the consumers are usually busy & the unwillingness of concerned persons to
spend time for answering the question, limited study to only the customers who are
interested to answer for questionnaire.

1.5 b) SCOPE OF THE STUDY
 ¾ To know the satisfaction level of the customers about the favorable brand.
 ¾ To know the pricing strategy of the product.
 ¾ To know the perception of consumers using the car in Maruti Maruthi Suzuki
Auto.
 ¾ To know the difference between the Maruti Maruthi Suzuki Auto and other
dealers.

 ¾ To know the promotional program whichcan impact sales in Maruti Maruthi Suzuki
Auto.

1.6 COMPANY PROFILE
Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of
Parliament, to meet the growing demand of a personal mode of transport caused by the lack
of an efficient public transport system.
Suzuki Motor Company was chosen from seven prospective partners worldwide. This was
due not only to their undisputed leadership in small cars but also to their commitment to
actively bring to MUL contemporary technology and Japanese management practices
(which had catapulted Japan over USA to the status of the top auto manufacturing country
in the world).
A licence and Joint Venture agreement was signed between Govt ofIndia and SuzukiMotor
Company (now Suzuki Motor Corporation of Japan) in Oct 1982.
The objectives of MUL then were :
 Modernization of the Indian Automobile Industry
 Production of fuel-efficient vehicles to conserve scarce resources.
 Production of large number of motor vehicles which was necessary for economic
growth.
1.6.1 DEALER’S PROFILE

Maruthi Suzuki Auto – Unit of Sree SaradhMaruthi Suzuki Automobiles (P) Ltd. is
an authorised Maruti Dealers for Coimbatore and Erode and one of the leading automobile
dealers inSouthIndia started in the year 1998. Mr. Asokan Muthusamy, MD / CEO heads it
with valid support from the board chairman, Mr. Krishnakumar.
Maruthi Suzukis Unit – 1 Workshop is situated off Trichy Road. Maruthi Suzuki Auto sales
and service at Erode was started in September 2000 and Unit – 2 Workshop at Coimbatore
was started in September 2001. The showroom and Workshop are well equipped with ultra
modern facilities. Maruthi Suzukis commitments to service have gained on ISO 9002
certification for quality car care. Maruthi Suzuki has 30,000 + customers, three hi-tech
workshops and over 200 dedicated employees.
Maruthi Suzukis showroom is very spacious with a floor area of 2500 sq.ft. The ambience
of the showroom is one of the best among the automobile showroom, in south India with
ample space for display of all models. The showroom has different departments carrying
out their respective activities for the easyaccessibilityof the customer suchas the bookings,
sales, delivery & accessories department backed by an efficient accounts department.

The sales process is further made customer friendly with the advent of Maruti Insurance,
Maruti Finance & Maruti True value
SERVICE CENTERS:
Maruthi Suzuki Auto workshop is easily accessible from any corner of the
town with two well equipped workshops in Coimbatore and one at Erode. The front office
has an excellent A/C customer lounge. The workshops are well equipped with modern
machinery. The shop is equipped with highly modern machinery like the ISTOBAL
(Automatic Car Washer), john Bean Wheel aligner, Engine Analyzer, Hands free fully
automated pneumatic tools, Mig Mag Welding etc., to ensure timely and trouble free
delivery of vehicles. Maruthi Suzukis workshops have well trained manpower to meet the
service requirements of the customers.
Two well organized accident care units one each at Coimbatore and Erode
work to meet the customer needs. These have well trained service advisors and supervisors
to cater all accidental and insurance procedures. The Body shop has dust free paint booths
and paint mixing racks of all leading Maruti colours. An exclusive spare parts division with
all necessary Maruti genuine parts and Maruti Genuine Accessories are available to meet
the necessary needs of the customers at all the three workshops.
Maruti on Road Service vehicles are available round the clock to meet the

breakdown requirements of Maruti Owners in Coimbatore, Erode and Nilgiris districts.
An exclusive vehicle is dedicated for pick up and drop facility to the
customers. Stand by vehicle are available to the customers. Stand by vehicle are available to
the customers on request. A helpline Gypsy with a chain Block pulley for towing purpose
without any additional manpower is available 24 hours a day to tow stranded vehicles.
Maruthi Suzuki Auto also runs a Maruti Training Centre to train work forces to
maintain Maruti Cars. This center caters to all the in house training of both sales and
service. It is well equipped with modern amenities to meet the current challenges and
demands of the
automotive world. It is equipped with an electronic library with 300 CDs. Cut sections of all
the vehicle parts including A/C and engine blocks. It has two A/C classrooms with OHP
and multimedia projector. It has hostel and canteen facility for those who attend the training
programmes. The first of its kind in Tamilnadu helps all Maruti authorized workshops &
dealers to get well trained work force.

ADDED ADVANTAGES:
 ¾ MARUTI TRUE VALUE
 ¾ MARUTI FINANCE
 ¾ MARUTI INSURANCE
 ¾ EXTENDED WARRANTY
 ¾ AUTOCARD
a) MARUTI TRUE VALUE:
The most reliable place to buy, sell or exchange the pre-owned car in India.
Maruti Suzuki India’s favorite car company understands the concerns of getting quality
used cars, full payments, clean documents, value for money & most importantly peace
of mind.
b) MARUTI FINANCE:
Gives best interest rates, extended warranty, loan for insurance and loan
for accessories as value added service. Reliable, transparent & convenient form of

finance. Leading banks& financiers are part of this venture.
MARUTI INSURANCE:
Maruti Insurance is aimed at Customer Care. In tie up with leading
insurance companies the product is aimed at easy processing at accident claim,
settlement & renewal.
c) EXTENDED WARRANTY:
The warranty will be valid at all 400+ authorized dealer workshops across
India and comes at a very attractive price. Now get up to 4 years or up to 80,000 km of
warranty coverage.
d) AUTOCARD:
“Some good news to share”
Maruti Suzuki introduces AUTOCARD Loyalty Rewards
Earn Autopoints when you get your Maruti Suzuki Car serviced at any
Maruti Authorized Workshop, buy Maruti Genuine Accessories or Maruti Insurance.
Besides, the AutoCard is also an International Credit Card and you earn Autopoints
when you shop and dine.

Many of Maruti sales are a result of customer recommendations. So the
company will express to gratitude tangibly by awarding 1,000 Autopoints for each
converted referral.
PRODUCT PROFILE
MODEL
I Maruti-800 standard
IIMaruti-800 AC
The Maruti-800 is the best value for moneycar on Indian roads. Unmatched
fuel efficiency. Unbatable purchase price. Hassle-free maintenance. Amazingly low cost of
ownership. And many more such qualities make it a dream drive come true.
PRICE: I Maruti-800 standard – Rs 193583.37
II Maruti-800 AC – Rs 214904.86

01 M800 MPI BS III STD 215761.37
02 M800 MPI BS III STD 218544.85
03 M800 MPI BS III AC 239039.86
04 M800 MPI BS III AC 241824.34
* Conditions Apply

MODEL
OMNI, 11 DIFFERENT MODELS

The new Omni is amazingly good-looking. The attractive new two-tone
upholstery bring elegance and comfort. And the spaciousness makes it incredibly
versatile. Welcome aboard.
PRICE: Ranging from – Rs 235047.34 To 273112.86

OMNI
S.No Model On Road Cost*
01 OMNI MPI 5S 261282.34
02 OMNI MPI 5S 264066.81
03 OMNI MPI 5S TAXI 254106.34
04 OMNI MPI 5S TAXI 256740.81
05 OMNI E 263440.26
06 OMNI E 266436.99
07 OMNI LPG 286276.60
08 OMNI LPG TAXI 279409.60
09 OMNI CARGO 245739.77
10 OMNI LPG CARGO 224592.30
11 OMNI AMBULANCE 280648.86
* Conditions Apply

 Incredible mileage
 Powerful 47 PS engine
 Super-cool AC with heater
 Electronic power steering
 32-bit computer
 booster assisted brakes
All these features have made the Alto India’s largest selling car.
Let’s go
ALTO

01 ALTO STDBS III 257458.36

02 ALTO STDBS III 261265.07
03 ALTO LX BS III 295128.08
MODEL
ZEN, 12 MODELS
Zen-No 1, Always

Unbeatable technology is at the heart of the No.1 performance. The
Zen offers a technology and performance package that’s unmatched by any other car on
Indian roads.
ZEN

01 ZEN LX BS II 354136.81
02 ZEN LX BS II 357944.52
03 ZEN LXI BS II 379445.56
04 ZEN LXI BS II 383252.25
05 ZEN VXI BS II 399176.45
06 ZEN VXI BS II 402983.14
07 ZEN LX BS III 365367.33
08 ZEN LX BS III 369174.02
09 ZEN LXI BS III 390674.06
10 ZEN LXI BS III 394481.77
11 ZEN VXI BS III 412449.04
12 ZEN VXI BS III 416254.74
* Conditions Apply
WAGON-R, 16 MODELS

A 16-valve, 64 bhp, and low-friction engine that’s surprisingly powerful. Electronic
Power Steering for an almost effortless drive. Flat Torque Curve for fewer gear changes.
Smart features that help you drive with practiced ease. Tests drive a Wagon-R today.
And drive like you’ve never driven before.
FOR THE SMARTER RACE

WAGON-R
01 WAGON-R LX BSII 353206.17
02 WAGON-R LX BSII 357018.73
03 WAGON-R LXI BSII 375242.47
04 WAGON-R LXI BSII 379054.16
05 WAGON-R VXI BSII 396017.62
06 WAGON-R VXI BSII 399830.19
07 WAGON-R LX BSIII 366497.76
08 WAGON-R LX BSIII 370310.34
09 WAGON-R LXI BSIII 388533.06
10 WAGON-R LXI BSIII 392345.77
11 WAGON-R VXI B SIII 409309.22
12 WAGON-R VXI BSIII 413121.79
13 WAGON-R VXI BSIIIABS+ARB 443926.51
14 WAGON-R VXI BSIIIABS+ARB 447738.07
15
WAGON-R AX BS3 HILL
501436.25
16 WAGON-R AX BS3 HILL 505248.96
* Conditions Apply

MODEL
VERSA, 16 MODELS
Loaded with features, which ensure that your family enjoys the smoothest drive.
Experience ample space and a cool, relaxed atmosphere, on every drive. Versa – a car
specially designed keeping your family’s complete comfort in mind.

VERSA
01 VERSA 5 STD 397827.85
02 VERSA 5 STD 401904.76
03 VERSA 5 STD TAXI 382033.85

04 VERSA 5 STD TAXI 385894.76
05 VERSA DX (5) 480051.69
06 VERSA DX (5) 484129.60
07 VERSA DX (5) TAXI 459873.69
08 VERSA DX (5) TAXI 463733.60
09 VERSA DX 2 (5) 522116.33
10 VERSA DX 2 (5) 526194.23
11 VERSA DX 2 (5) TAXI 499695.33
12 VERSA DX 2 (5) TAXI 503555.23
13 VERSA DX (8) 480217.69
14 VERSA DX (8) 484294.60
15 VERSA DX 2 (8) 522282.33
16 VERSA DX 2 (8) 526359.23
* Conditions Apply
MODEL
ESTEEM, 3 MODELS
State-of-the-art Japanese technology makes the Esteem a driver’s dream. An
acceleration of 0-100kmph in 11.49 secs makes it first off starting block. The
highest power to weight ratio of 97.7bhp per to in its class and a high torque of 1
10Nm@4500rpm ensure it packs a mean punch. A 1300cc AllAluminium Engine
(ACE) with 4 valves per cylinder combined with an MPFI, 16 values, 32 bit
Electronic Control Module (ECM) delivers awesome

power. Add the new generation tubeless tyres and are assured of a performance that
is simply unmatched.
ESTEEM
S.no Model On Road Cost*
01 ESTEEM LX BSIII 469727.72

02 ESTEEM LXI B SIII HLL 502842.36
03 ESTEEM VXI B SIII HLL
541565.15
MODEL
I BALENO LXI BS III
II BALENO VXI BS III
 Dimensions
 Weight
 Engine Performance
 Transmission
 Chassis
 Capacity
 Good Comfort
 Instrument panel
 Exteriors
 Interiors
 Safety & Security

* Conditions Apply
PRICE: I BALENO LXI BS III – Rs 573384.16 II BALENO VXI BS III – Rs 657501.99
BALENO
01 BALENO LXI BSIII 635029.81
02 BALENO VXI B SIII 727137.99

MODEL
SWIFT, 4 MODELS
The Swift is designed to respond to your littlest need even as you drive it. No
less than6 on-board computers optimize performance and drive qualityas driving
conditions change. To let the engine efficiently harness 87bhp (at 6000rpm) and a
maximum torque of 1 13Nm (at 4500rpm).
The 1.3 litre, AlTec32 engine is tuned for better performance at low and
mid-range speeds, crucial for efficiency in stop-and-start urban driving, and even
on winding country roads.

SWIFT
2.1 DATA ANALYSIS & INTERPRETATION:
01 SWIFT LXI 444941.97
02 SWIFT VXI (NON-ABS) 474433.03
03 SWIFT VXI (ABS) 496866.43
04 SWIFT ZXI (ABS,AIR-BAG) 564188.20

Table No-2.1.1
BRAND NO OF RESPONDENTS PERCENTAGE
ESTEEM 17 11.33
ZEN 26 17.33
MARUTI-800 25 16.66
SWIFT 13 8.66
OMNI 17 11.33
ALTO 15 10
BALENO 12 8
WAGON-R 12 8
VERSA 13 8.66
TOTAL 150 100
Source : Primary data collected

BRAND CAR DO YOU USE
INFERENCE:
From the analysis,
general conception that the brand of
car by choosing customers:
Esteem-11.33%, Zen-17.33%,
Maruti800-16.66%, Swift-8.66%,
Omni-11.33%, Alto-10%,
Baleno-8%, WagonR-8%,
Versa-8.66%.

BRAND CAR DO YOU USE
INFERENCE:
From the analysis, general conception that the brand of car by choosing
customers: Esteem-11.33%, Zen-17.33%, Maruti800-16.66%, Swift-8.66%, Omni-11.33%,
Alto-10%, Baleno-8%, WagonR-8%, Versa-8.66%.

SOURCE:
Primary data collected

2.1.3 RANK THE FACTORS THAT DETERMAIN YOUR CHOICE
RANKING NO OF RESPONDENTS PERCENTAGE
Price 36 24
Style 80 53.33
Cabin Quality 19 12.66
Power 8 5.33
Other 7 4.66
Total 150 100

SOURCE:
RANK THE FACTORS THAT DETERMAIN YOUR CHOICE
Fig-2.1 .3

INFERENCE:
According to the above analysis Ranking factors of choosing the car
Price-24%, Style- 53.33%, Cabin Quality-12.66%, Power-5.33%, Others-4.66%.
2.1.4 HOW LONG HAVE YOU BEEN USING YOUR CURRENT BRAND
BRAND PERIOD NO OF RESPONDENTS PERCENTAGE
Below 1 year 30 20
1year To 2 year 63 42
More than 2 year 57 38
Total 150 100
RANK THE FACTORS THAT DETERM AI N YOUR CHOICE

SOURCE:
HOW LONG HAVE YOU BEEN USING YOUR CURRENT BRAND
Fig-2.1 .4

INFERENCE:
According to the above analysis using of the current brands period is >2
years-38%, 1 to 2 years-42%, <1 year-20%.
2.1.5 ABOUT FUEL ECONOMY IN YOUR CAR
OPTION NO OF RESPONDENTS PERCENTAGE
Good 115 76.66
Satisfied 35 23.33
Total 150 100
HOW LONG HAVE YOU BEEN USING YOUR CURRENT
BRAND

ABOUT FUEL ECONOMY IN YOUR CAR
Fig-2.1 .5

INFERENCE:
According to the above analysis is about the fuel Economy in a car
Good-76.66%, Satified-23.33%.
2.1.6 WHAT MAKES YOU TO BUY THIS CAR?

SOURCE:
Primary data collected.
SOURCE:
Elegant look 30 20
Performance 104 69.33
Customer care 16 10.66
Total 150 100

WHAT MAKES YOU TO BUY THIS CAR?
Fig-2.1 .6

INFERENCE:
According to the above analysis what makes to buy this car?
Elegantlook-20%, Performance-69.3 3%, Customer care- 10.66%.
2.1.7 MAINTENANCE OF YOUR CAR
Very Easy 144 96
Difficult 6 4
Total 150 100
SOURCE:

MAINTENANCE OF YOUR CAR
Fig.2.1 .7

INFERENCE:
According to the above analysis is maintenance of the car Very easy-96%,
Difficult-4%.
2.1.8 SATISFACTION LEVEL OF USING MARUTHI SUZUKI AUTO
Excellent 98 65.33
Very good 34 22.66
Good 14 9.33
Moderate 4 2.66
Total 150 100
SOURCE:

SATISFACTION LEVEL OF USING MARUTHI
SUZUKI AUTO Fig-2.1 .8

INFERENCE:
According to the above analysis is satisfaction level of using Maruthi Suzuki
Auto is Excellent-65 .33%, Very good-22.66%, Good-9.3 3%, Moderate-2. 66%.
2.2TOOLS USED FOR ANALYSIS
2.2.1CHI-SQUARE TEST:
To determine whether there is significant difference between period of
usage & quality of the brand.
H0: there in no significant difference between period of usage & quality of the
brand.
H1: there in significant difference between period of usage & quality of
the brand.

QUALIT
Y
PERIOO
F
USAGE
EXCELLENT VERY
GOOD
GOOD
AVERAGE
AVERAGE TOTAL
< 1YEAR 21 6 2 1 30
1 TO 2
YEAR
39 19 4 1 63
MORE
THEN > 2
YEAR
38 9 8 2 57
TOTAL 98 34 14 4 150
O E (O-E)
(O-E)² (O-E)²/E
29 19.6 9.4 88.36 4.50816
6 41.16 -35.16 1236.226 30.0346
2 37.24 -39.24 1539.778 41.3474
1 6.8 -5.8 33.64 4.94706
39 14.28 24.72 611.0784 42.7926
19 12.92 6.08 36.9664 2.86118

@ 5% level of significance the tabulated value of Ψ² = 12.292
4 2.8 1.2 1.44 0.51429
1 5.88 -4.88 23.8144 4.05007

38 5.32 32.68 1067.982 200.749
9 0.8 8.2 67.24 84.05
8 1.68 6.32 39.9424 23.7752
2 1.52 0.48 0.2304 0.15158
439.781
Ψ² = (O-E) ²/E = 439.78 1
Degree of freedom = (c-1) (r-1) =
(4-1) (3-1) = 6

Since tabulated value of Ψ² is less than the calculated value Ψ² we
reject H0.I.e. There is significant difference between period of usage & quality of the
brand.
2.2.2 WEIGHTED AVERAGE ANALYSIS
Rank the following special features that impressed consumers to
purchase Maruti car.
Preference rank 1 2 3 4 5
Style 81 35 20 12 02
Price 35 06 75 29 05
Cabin quality 19 24 32 51 24
Power 08 04 15 38 85
Other 07 81 08 20 34

RESULT:
WEIGHTED VALUE OF RANKS:
Preference rank 1 2 3 4 5 TOTAL T/n Rank
Style 405 140 60 24 02 631 4.20 1
Price 175 24 225 58 05 487 3.24 2
Cabin quality 95 96 96 102 24 413 2.75 4
Power 40 16 45 76 85 262 1.74 5
Other 35 324 24 40 34 457 3.04 3
Total 750 600 450 300 150
Σ W = 1+2+3+4+5 =15
Total weight (W) ĺ Σ W = 15
WI – weight * rang (no)
Preference rank ΣTW ΣTW/ ΣW Rank
Style 631 42.06 1
Price 487 32.46 2
Cabin quality 413 27.53 4
Power 262 17.46 5
Other 457 30.46 3

� Style has received the first preference from the customer
and they are ranked at first position.
� The second rank is given to the Price.
� Third position is taken by Other.
� The fourth rank is given to Cabin quality.
� And finally fifth rank is assigned to the Power.
3.1 FINDINGS OF THE STUDY:
Majority of the respondent’s buy Maruti Suzuki products because of the quality.
Some of them buy due to service and the brand name.
57% of the customers are using the Maruti car for more then 2 years.
48.66% of the customer’s perception that the price is reasonable when to
compared to other brand.
Majority of the respondent’s satisfaction level of the product is
excellent (65.33%) in very good (22.66%), in good (9.33%), in moderate (2.66%).
69.3 3% of the customers buy the product due to performance, 20% of the customer
buys the product due to elegant look and 10.66% of the customer buys the product
due to the customer care.
Most of the customers & concessionaire’s wish to give more advertisement about
product.

3.2 SUGGESTIONS
 The advertisement should be much more creatively designed in such a
way to catch the mindset of customers, so that product sale goes up.
 Should give more special service to the customer to increase the existing
sales.
 Model of the car should be more attractive, and satisfy the customer.
 Promotional strategies should be developed to compete against
competition brand.
 Different pricing strategy should be adopted to make existing customers
happy and to attract new customers.
 Location of service center should be chosen based on customer
convenience to increase sales.
 Customer and Dealer’s relationship should be very kindful and like a
bridge to improve business.
 Dealers must give very attractive plans to the customers every then and
there, like free campaign.
 Delivery and servicing of the car by dealers must be very prompt and
punctual in time.
 Educative banners like (‘Donate Blood save life’, ‘keep left’, ‘Drive
slowly’, ‘school zone’, ‘speedbrake ahead’) must be kept on the road
side.
 Round the clock helpline facilities a must to attract customer.

3.3 CONCLUSION
Modern Marketing is facing a problem of customer satisfaction and retention. So
customer relation plays a vital role in successful marketing. Study of “MARKET
STRATEGY OF MARUTI MARUTHI SUZUKI AUTO AND CUSTOMER
RELATIONSHIP WITH MARUTHI SUZUKI” will help to attain that objective in
Maruthi Suzuki Auto. The study dealt with dealers and customers will make company to
realize it’s situation and act according to that. Customer’s insights can be understood
through this type of study play a important role in successful marketing.
BIBLIOGRAPHY
 Philip Kotler, Marketing Management, New Delhi, Prentice-Hall Of India
Private India Limited, Eleventh Edition.
 C.R.Kothari, Researchmethodology, Method and Techniques, New Age
International (P) Ltd., Delhi.
 A.singaravelu & senapathy, quantitative methods in business Meenakshi
agency, Chennai.
 www.google.com
 www.Maruthi Suzukiauto.com
 www.marutisuzuki.com

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