1. K.J.Somaiya Institute of Management Studies & Research
2013-14
MANAGEMENT RESEARCH
PROJECT REPORT
ON
“CONSUMER PREFERANCE FOR MARUTI SUZUKI CARS”
Is submitted in fulfilment of the requirement
In
PGDM (Executive)
By
Mr. Pramod Patil
Under the guidance of
Prof. Mr. Kirti Arekar
K.J. Somaiya Institute of Management Studies & Research
Page 1

2. INDEX
Sr. No. Content Page No.
1 Objective of study 3
2 Research methodology 3
3 Data Analysis and Interpretation 4
3.1 Frequency Distribution 4
3.2 Crosstab 7
3.3 One sample t test 8
3.4 Two sample t test 10
3.5 Paired sample t test 13
3.6 ANOVA 15
3.7 Correlation and regression 18
4 Suggestions from customer 20
5 Conclusion 21
6 Questionnaire 21
7 Bibliography 23
Page 2

3. OBJECTIVE OF STUDY
Primary Objective:
To know the effective factors of awareness and preferring Maruti Suzuki cars.
Secondary objective:
To Study and analyze the Promotional Strategies of Maruti Suzuki.
To know whether the customers are satisfied with the offers given by the dealer.
To know which kind of offers can attract the new customers.
To find the area to be improved.
To find the reasons for the dissatisfaction.
To know the influence of various Marketing Strategies, Promotional Activities towards the
customers of luxuries cars.
To study and analyze the customers perception regarding the usefulness/utility of Maruti
Suzuki cars.
RESEARCH METHODOLOGY:
“Marketing research is the function which links the customer and public to the marketer
through information. The information used to identity and define marketing opportunities
and problems generate define and understanding of marketing as process”.
The objective of it is gathering of the information and analytical necessary for effective
planning of the future marketing activity, control of the marketing operation in the present
and evaluation of marketing results.
AREA OF RESEARCH
Our working area was Mumbai. We have collected data in these areas. As we know that
those person will invest in luxuries cars who are businessman, professionals and PG
students.
RESEARCH DESIGN
Descriptive research design includes survey & fact finding inquiries of different kinds. We
are using different tools of SPSS like frequency distribution, Crosstab, Chi-square test, One
sample independent test, Two sample independent test, Paired sample test, ANOVA,
Correlation and regression to analyze data.
SAMPLE SIZE
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4. The sample size of research is 61.
METHOD OF DATA COLLECTION
Data is the significant part of the research. All research depends upon data. We have
collected data through direct communication with respondents in one form or through
personal interviews or through context of a questionnaire or through online questionnaire.
PROBLEM AND LIMITATION:
The information given in the above part is based on market survey, meeting with the people.
Our project is based upon the interaction with the people. We have to target only particular
segment (higher class & upper middle class). Sometimes customers don’t give time.
DATA ANALYSIS AND INTERPRETATION
Total sample=61
1. Frequency Distribution:
Q1 Which car (fuel based) do u prefer?
Frequency Percent Valid Percent
Cumulative
Percent
Valid petrol 24 39.3 39.3 39.3
diesel 23 37.7 37.7 77.0
LPG 14 23.0 23.0 100.0
Total 61 100.0 100.0
Interpretation
From the above table it can be seen that out of the total 61 respondents 24 respondents prefer petrol car
which is 39.3% and out of the total 61 respondents 14 respondents prefer LPG which is 23%.
Q2 What do you feel great about your car when compared to other cars in the market?
Frequency Percent Valid Percent
Cumulative
Percent
Valid fuel efficiency 28 45.9 45.9 45.9
durability 8 13.1 13.1 59.0
low maintenance 14 23.0 23.0 82.0
sound quality 4 6.6 6.6 88.5
safety 7 11.5 11.5 100.0
Total 61 100.0 100.0
Interpretation
From the above table it can be seen that out of the total 61 respondents 28 respondents feel great about
fuel efficiency which is 45.9% and out of the total 61 respondents 4 respondents feel great about sound
quality which is 6.6% when compared with other cars.
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5. Q3 What kinds of offer do you like or expect from the dealer?
Frequency Percent Valid Percent
Cumulative
Percent
Valid free insurance 9 14.8 14.8 14.8
special discount on sale
of car 20 32.8 32.8 47.5
extending service period 18 29.5 29.5 77.0
financial availability with
zero interest 14 23.0 23.0 100.0
Total 61 100.0 100.0
From the above table it can be seen that out of the total 61 respondents 20 respondents expect special
discount on sale of car which is 32.8% and out of the total 61 respondents 9 respondents expect free
insurance which is 14.8% from dealer.
Q4 What do you expect from your dealer?
Frequency Percent Valid Percent
Cumulative
Percent
Valid information about new car 6 9.8 9.8 9.8
information about service
millage 14 23.0 23.0 32.8
assistance regarding
loans and insurance 14 23.0 23.0 55.7
understanding consumer
needs 27 44.3 44.3 100.0
Total 61 100.0 100.0
From the above table it can be seen that out of the total 61 respondents 27 respondents expect
understanding consumer needs which is 44.3% and out of the total 61 respondents 6 respondents expect
information about new car which is 9.8% from dealer.
Q5 Where do you get your car serviced regularly?
Frequency Percent Valid Percent
Cumulative
Percent
Valid at authorised service
centre 51 83.6 83.6 83.6
at a local work shop
near my home 10 16.4 16.4 100.0
Total 61 100.0 100.0
From the above table it can be seen that out of the total 61 respondents 51 respondents do servicing at
authorised service centre which is 83.6% and out of the total 61 respondents 10 respondents do servicing
at a local work shop near my home which is 16.4% .
Q8 Which bank do you prefer for financial help for purchasing car
Frequency Percent Valid Percent
Cumulative
Percent
Valid HDFC 27 44.3 44.3 44.3
SBI 15 24.6 24.6 68.9
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6. ICICI 11 18.0 18.0 86.9
Bank of Baroda 1 1.6 1.6 88.5
Others 7 11.5 11.5 100.0
Total 61 100.0 100.0
From the above table it can be seen that out of the total 61 respondents 27 respondents prefer HDFC
bank which is 44.3% and out of the total 61 respondents 1 respondent prefer Bank of Baroda which is
1.6%.
Q9 brand ambassador for the cars
Frequency Percent Valid Percent
Cumulative
Percent
Valid very necessary 19 31.1 31.1 31.1
not needed 31 50.8 50.8 82.0
waste of money
for manufacturer 11 18.0 18.0 100.0
Total 61 100.0 100.0
From the above table it can be seen that out of the total 61 respondents 31 respondents say brand
ambassador not needed for promotion of car which is 50.8% and out of the total 61 respondents 11
respondents say choosing brand ambassador is waste of money of manufacturer which is 18%.
Q10 The price list of Maruti Suzuki cars
Frequency Percent Valid Percent
Cumulative
Percent
Valid affordable by
common man 48 78.7 78.7 78.7
affordable only
by rich man 4 6.6 6.6 85.2
can not say 9 14.8 14.8 100.0
Total 61 100.0 100.0
From the above table it can be seen that out of the total 61 respondents 48 respondents say Maruti Suzuki
is affordable by common man which is 78.7% and out of the total 61 respondents 4 respondents say
Maruti Suzuki is affordable only by rich man which is 6.6%.
Q11 Product category of Maruti Suzuki do you wish to see a resounding growth globally
Frequency Percent Valid Percent
Cumulative
Percent
Valid passenger car 19 31.1 31.1 31.1
buses and coaches 7 11.5 11.5 42.6
mini vehicle 14 23.0 23.0 65.6
SUV's 21 34.4 34.4 100.0
Total 61 100.0 100.0
From the above table it can be seen that out of the total 61 respondents 21 respondents wants to see in
product category SUVs a resounding growth globally which is 34.4% and out of the total 61 respondents 7
respondents wants to see in product category buses and coaches a resounding growth globally which is
11.5%
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7. 2. Crosstab
Q12 & Q1
Objective: To identify the relationship between the preference of car (type of car based on
fuel) and gender of the respondents.
H0: Objective: There is not a significant relationship between the preference of car and
Gender of the respondents.
H1: Objective: There is a significant relationship between the preference of car and
gender of the respondents.
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square .115(a) 2 .944
Likelihood Ratio .115 2 .944
Linear-by-Linear
Association .010 1 .922
N of Valid Cases 61
a 1 cells (16.7%) have expected count less than 5. The minimum expected count is 4.59.
Interpretation
From the above table we observe that P (0.944) > α (0.025). So we reject H1 and accept H0.
So we conclude that there is not a significant relationship between the preference of car and
gender of the respondents.
Which car (fuel based) do u prefer? * user group(sex) Crosstabulation
Count
user group(sex)
male female Total
Which car (fuel
based) do u
prefer?
petrol 16 8 24
diesel 16 7 23
LPG 9 5 14
Total 41 20 61
Interpretation,
From the above table it is observed that maximum number of petrol, diesel and LPG car
users are male. Out of 61 respondents 24 respondents prefer petrol car and out of 61
respondents 14 respondents prefer LPG car.
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8. 3. One sample test:
OBJECTIVE: To find out the significance or impact of the following brands or brand names
on choice of a purchasing car:
1. Toyota
2. Volkswagon
3. Maruti Suzuki
4. Tata
5. Hyundai
Hypothesis:
H0 - There is no significant difference in the perception of consumers for the parameter or brand
“Toyota” before purchasing car. (H0: μ=3)
H1 - There is significant difference in the perception of consumers for the parameter or brand
“Toyota” before purchasing car. (H1: μ! =3)
H0 - There is no significant difference in the perception of consumers for the parameter or brand
“Volkswagon ” before purchasing car. (H0: μ=3)
H1 - There is significant difference in the perception of consumers for the parameter or brand
“Volkswagon ” before purchasing car. (H1: μ! =3)
H0 - There is no significant difference in the perception of consumers for the parameter or brand
“Maruti Suzuki” before purchasing car. (H0: μ=3)
H1 - There is significant difference in the perception of consumers for the parameter or brand
“Maruti Suzuki” before purchasing car. (H1: μ! =3)
H0 - There is no significant difference in the perception of consumers for the parameter or brand
“Tata” before purchasing car. (H0: μ=3)
H1 - There is significant difference in the perception of consumers for the parameter or brand
“Tata” before purchasing car. (H1: μ! =3)
H0 - There is no significant difference in the perception of consumers for the parameter or brand
“Hyundai” before purchasing car. (H0: μ=3)
H1 - There is significant difference in the perception of consumers for the parameter or brand
“Hyundai” before purchasing car. (H1: μ! =3)
It is non directional and so it is two sided. So alpha is 0.025
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9. One-Sample Test
Test Value = 3
t df Sig. (2-tailed)
Mean
Difference
95% Confidence
Interval of the
Difference
Lower Upper
Toyota -3.982 60 .000 -.70492 -1.0590 -.3508
Volkswagon -1.779 60 .080 -.29508 -.6269 .0367
Maruti -2.708 60 .009 -.45902 -.7981 -.1200
Tata 4.788 60 .000 .77049 .4486 1.0924
Hyundai 4.010 60 .000 .62295 .3122 .9337
Form above table
Parameter Hypothesis P value Decision
Toyota H0 μ = 3, H1 μ !=3 .000 p<α , reject H0, accept H1
Volkswagon H0 μ = 3, H1 μ !=3 .080 p>α , accept H0
Maruti H0 μ = 3, H1 μ !=3 .009 p<α , reject H0, accept H1
Tata H0 μ = 3, H1 μ !=3 .000 p<α , reject H0, accept H1
Hyundai H0 μ = 3, H1 μ !=3 .000 p<α , reject H0, accept H1
Interpretation
From the above table, it is found that P value is less than Alpha for four the identified
attributes or brands (Toyota, Maruti, Tata, Hyundai).
So we reject H0 and accept H1 which means There is significant difference in the perception
of consumers for the parameter or brand “Toyota, Maruti, Tata, Hyundai” before purchasing
car.
From the above table, it is found that P value is greater than Alpha for parameter
Volkswagon. So there is no significant difference in the perception of consumers for the
parameter or brand “Volkswagon” before purchasing car.
To find out the individual impact of these attributes on website selection, we will refer
to table below:
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
Toyota 61 2.2951 1.38256 .17702
Volkswagon 61 2.7049 1.29543 .16586
Maruti 61 2.5410 1.32380 .16950
Tata 61 3.7705 1.25689 .16093
Hyundai 61 3.6230 1.21331 .15535
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10. Parameter Impact
Toyota Important
Maruti Important
Tata Unimportant
Hyundai Unimportant
Interpretation
From the above table, it is observed that brands like Toyota and Maruti have significant
impact on the perception of consumers before purchasing car. But brands like Tata and
Hyundai, Volkwagon have no impact on the perception of consumers before purchasing car.
So we recommend to Maruti more focus on advertising to build strong brand and to compete
the brand like Toyota.
4 Two independent sample test:-
Q6&Q12
OBJECTIVE: To identify the perception of consumer about brands before purchasing car w.r.t.
gender i.e. male & female.
Hypothesis,
Ho - Uf = Um
H1 - Uf not equal to Um
Parameter 1: Toyota
Ho --> There is no significant difference in the perception of the Male & Female consumers for the
Parameter “Toyota” before purchasing car.
H1 --> There is a significant difference in the perception of the Male & Female consumers for the
parameter “Toyota ” before purchasing car
Parameter2: “Volkswagon ”
Ho --> There is no significant difference in the perception of the Male & Female consumers for the
parameter “Volkswagon ” before purchasing car.
H1 --> There is a significant difference in the perception of the Male & Female consumers for the
parameter “Volkswagon ” before purchasing car.
Parameter3: “Maruti Suzuki ”
Ho --> There is no significant difference in the perception of the Male & Female consumers for the
parameter “Maruti Suzuki ” before purchasing car.
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10

11. H1 --> There is a significant difference in the perception of the Male & Female consumers for the
parameter “Maruti Suzuki ” before purchasing car.
Parameter4: Tata
Ho --> There is no significant difference in the perception of the Male & Female consumers for the
parameter “Tata” before purchasing car.
H1 --> There is a significant difference in the perception of the Male & Female consumers for the
parameter “Tata” before purchasing car.
Parameter 5: Hyundai
Ho --> There is no significant difference in the perception of the Male & Female consumers for the
parameter “Hyundai” before purchasing car.
H1 --> There is a significant difference in the perception of the Male & Female consumers for the
parameter “Hyundai” before purchasing car.
Notes: - When there are 2 groups like male and female the variance has to be checked among Male
& Female by doing Levene’s Test for equality
Independent Samples Test
Levene's
Test for
Equality of
Variances t-test for Equality of Means
F Sig. t df
Sig.
(2-
tailed)
Mean
Differe
nce
Std.
Error
Differenc
e
95% Confidence
Interval of the
Difference
Lower Upper
Toyota Equal variances
assumed .001 .981 .372 59 .711 .14146 .37982 -.61856 .90149
Equal variances
not assumed .372 37.5
47 .712 .14146 .38076 -.62965 .91258
Volkswagon Equal variances
assumed
1.96
0 .167 .439 59 .662 .15610 .35573 -.55571 .86790
Equal variances
not assumed .468 44.7
11 .642 .15610 .33367 -.51607 .82827
Maruti Equal variances
assumed .087 .770 -.65
2 59 .517 -.23659 .36280 -.96255 .48938
Equal variances
not assumed -.64
0
35.9
53 .527 -.23659 .36993 -.98686 .51369
Tata Equal variances
assumed .064 .802 .520 59 .605 .17927 .34492 -.51091 .86944
Equal variances
not assumed .510 36.0
79 .613 .17927 .35120 -.53295 .89149
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11

12. Hyundai Equal variances
assumed
1.41
6 .239 -.34
4 59 .732 -.11463 .33339 -.78174 .55247
Equal variances
not assumed -.32
2
32.0
53 .750 -.11463 .35629 -.84032 .61105
Levene’s Test for equality,
Hypothesis,
Ho- There is no significant difference in the variance.
H1 - There is a significant different in the variance.
Note:- Alpha = 0.025
Parameter p-value Decision
1 .981 P value > Alpha, Hence Ho Accepted and H1 rejected
hence we will consider equal variances.
2 .167 P value > Alpha, Hence Ho Accepted and H1 rejected
hence we will consider equal variances.
3 .770 P value > Alpha, Hence Ho Accepted and H1 rejected
hence we will consider equal variances.
4 .802 P value > Alpha, Hence Ho Accepted and H1 rejected
hence we will consider equal variances.
5 .239 P value > Alpha, Hence Ho Accepted and H1 rejected
hence we will consider equal variances.
2 independent sample test considering equal variances,
Parameter Hypothesis P value Decision
1 H0, μM=μH .711 p>α , accept H0
2 H1, μM not equal to μH. .662 p>α , accept H0
3 .517 p>α , accept H0
4 .605 p>α , accept H0
5 .732 p>α , accept H0
Interpretation
From the above table we can conclude that for all the parameters the p value is greater that alpha
Page
12

13. Hence, null hypothesis Ho is accepted and alternative hypothesis H1 is rejected. Therefore, there is
no significant difference in the perception of MALE & Female and the parameters like brands
Toyota, Volkswagon, Maruti Suzuki, Tata, Hyundai while purchasing car.
5. Paired sample test:-
Q7.
To identify perception of Maruti car as compared to Hyundai car in market, we are using Paired
sample T test.
Consider the hypothesis,
H0: There is no significant difference in the perception of consumer those who are using Maruti and
Hyundai car for the parameter fuel efficiency. μM=μH
H1: There is significant difference in the perception of consumer those who are using Maruti and
Hyundai car for the parameter fuel efficiency. μM not equal to μH.
And value of α=0.025
From paired sample test table (of spss),
Paired Samples Test
Paired Differences t df
Sig. (2-
tailed)
Mean
Std.
Deviat
ion
Std.
Error
Mean
95%
Confidence
Interval of the
Difference
Up
Lower
per
Pair 1 Rating of Maruti on Fuel
efficiency - Rating of
Hyundai on Fuel efficiency
.
1639
3
1.213
54 .15538 -.14687
.
474
74
1.055 60 .296
Pair 2 Rating of Maruti on
Durability - Rating of
Hyundai on Durability
.
0833
3
.
97931 .12643 -.16965
.
336
31
.659 59 .512
Pair 3 Rating of Maruti on Low
maintenance - Rating of
Hyundai on Low
maintenance
.
1929
8
1.328
78 .17600 -.15959
.
545
56
1.096 56 .278
Pair 4 Rating of Maruti on Sound
quality - Rating of Hyundai
on Sound quality
-.258
62
1.085
15 .14249 -.54395
.
026
71
-
1.815 57 .075
Pair 5 Rating of Maruti on Safety -
Rating of Hyundai on
Safety
.
0862
1
1.288
06 .16913 -.25247
.
424
89
.510 57 .612
Pair 6 Rating of Maruti on After
sales services - Rating of
Hyundai on After sales
services
.
5344
8
.
86279 .11329 .30762
.
761
34
4.718 57 .000
Test results-
Parameter Hypothesis P value Decision
Page
13

14. Fuel efficiency H0, μM=μH 0.296 p>α , accept H0
Durability H1, μM not equal to μH. 0.512 p>α , accept H0
Low maintenance 0.278 p>α , accept H0
Sound quality 0.075 p>α , accept H0
Safety 0.612 p>α , accept H0
After sales service 0 P<α , reject H0, accept H1
Interpretation-
For the parameter Fuel efficiency, Durability, Low maintenance, Sound quality, Safety we get p>α,
so accept null hypothesis H0 and reject alternative hypothesis H1. So we concluded that there is no
significant difference in the perception of consumer those who are using Maruti and Hyundai car
for the parameter fuel efficiency, Durability, Low maintenance, Sound quality, Safety.
For parameter After sales service p<α so alternative hypothesis H1 accepted. So to check
comparative perception we refer group statistics table.
Paired Samples Statistics
Mean N
Std.
Deviation
Std. Error
Mean
Pair 1 Rating of Maruti on Fuel
efficiency 3.2623 61 1.30258 .16678
Rating of Hyundai on Fuel
efficiency 3.0984 61 1.15043 .14730
Pair 2 Rating of Maruti on
Durability 3.2500 60 1.12935 .14580
Rating of Hyundai on
Durability 3.167 60 1.2236 .1580
Pair 3 Rating of Maruti on Low
maintenance 3.2105 57 1.35932 .18005
Rating of Hyundai on Low
maintenance 3.0175 57 1.00873 .13361
Pair 4 Rating of Maruti on Sound
quality 3.0862 58 1.01367 .13310
Rating of Hyundai on
Sound quality 3.3448 58 1.22190 .16044
Pair 5 Rating of Maruti on Safety 3.2414 58 1.24690 .16373
Rating of Hyundai on
Safety 3.1552 58 1.39927 .18373
Pair 6 Rating of Maruti on After
sales services 3.3793 58 1.07324 .14092
Rating of Hyundai on
After sales services 2.8448 58 .93286 .12249
For parameter after sales service the perception of consumer those who are using Maruti are more
satisfied than Hyundai.
Page
14

15. 6. ANOVA
Q1&Q7
A) To find the relationship between the preference for car (fuel based- Petrol, Diesel,LPG)
and performance of car(fuel efficiency, durability, low maintenance, sound quality, safety,
after sales service) for Hyundai car.
Hypothesis:-
1. Ho-The Factor rating on fuel efficiency of car is independent of the type of car(fuel based) .
H1-The Factor rating on fuel efficiency of car is dependent of the type of car(fuel based) .
2. Ho-The Factor rating on Durability of car is independent of the type of car (fuel based).
H1-The Factor rating on Durability of car is dependent of the type of car (fuel based).
3. Ho-The Factor rating on Low maintenance of car is independent of the type of car(fuel
based)
H1-The Factor rating on Low maintenance of car is dependent of the type of car (fuel based).
4. Ho-The Factor rating on sound quality of car is independent of the type of car (fuel based).
H1-The Factor rating on sound quality of car is dependent of the type of car (fuel based).
5. Ho-The Factor rating on safety of car is independent of the type of car (fuel based).
H1-The Factor rating on safety of car is dependent of the type of car (fuel based).
6. Ho-The Factor rating on after sales service of car is independent of the type of car (fuel
based).
H1-The Factor rating on after sales service of car is dependent of the type of car (fuel based)
.
The value of α=0.025
ANOVA
Sum of
Squares df Mean Square F Sig.
Rating of Hyundai on
Fuel efficiency
Between Groups .176 2 .088 .064 .938
Within Groups 79.234 58 1.366
Total 79.410 60
Rating of Hyundai on
Durability
Between Groups 9.070 2 4.535 3.261 .046
Within Groups 79.264 57 1.391
Total 88.333 59
Rating of Hyundai on
Low maintenance
Between Groups 2.459 2 1.230 1.218 .304
Within Groups 54.523 54 1.010
Page
15

16. Total
56.982 56
Rating of Hyundai on
Sound quality
Between Groups 7.526 2 3.763 2.540 .088
Within Groups 82.982 56 1.482
Total 90.508 58
Rating of Hyundai on
Safety
Between Groups 11.716 2 5.858 3.284 .045
Within Groups 99.911 56 1.784
Total 111.627 58
Rating of Hyundai on
After sales services
Between Groups 2.323 2 1.161 1.356 .266
Within Groups 47.982 56 .857
Total 50.305 58
From above table,
Anova test results-
Parameter Hypothesis P value Decision
Fuel efficiency H0, H1 .938 p>α , accept H0
Durability .046 p>α , accept H0
Low maintenance .304 p>α , accept H0
Sound quality .088 p>α , accept H0
Safety .045 p>α , accept H0
After sales service .266 p>α , accept H0
Interpretation-
From the above table we can observe that p value for all the parameters is greater than alpha
(0.025).
Hence, we can accept the null hypothesis and alternative hypothesis is rejected. Therefore we can
conclude that all the factors fuel efficiency, durability, low maintenance, sound quality, safety, after
sales service are independent of type of car.
B) To find the relationship between the preference for car (fuel based- Petrol, Diesel, LPG) and
performance of car (fuel efficiency, durability, low maintenance, sound quality, safety, after sales
service) for Maruti car.
Hypothesis:-
1. Ho-The Factor rating on fuel efficiency of car is independent of the type of car (fuel based).
H1-The Factor rating on fuel efficiency of car is dependent of the type of car (fuel based).
2. Ho-The Factor rating on Durability of car is independent of the type of car (fuel based).
H1-The Factor rating on Durability of car is dependent of the type of car (fuel based).
3. Ho-The Factor rating on Low maintenance of car is independent of the type of car(fuel
based)
H1-The Factor rating on Low maintenance of car is dependent of the type of car (fuel based).
Page
16

17. 4. Ho-The Factor rating on sound quality of car is independent of the type of car (fuel based).
H1-The Factor rating on sound quality of car is dependent of the type of car (fuel based).
5. Ho-The Factor rating on safety of car is independent of the type of car (fuel based).
H1-The Factor rating on safety of car is dependent of the type of car (fuel based).
6. Ho-The Factor rating on after sales service of car is independent of the type of car (fuel
based).
H1-The Factor rating on after sales service of car is dependent of the type of car (fuel
based).
The value of α=0.025
ANOVA
Sum of
Squares df Mean Square F Sig.
Rating of Maruti on Fuel
efficiency
Between Groups 2.511 2 1.255 .733 .485
Within Groups 99.293 58 1.712
Total 101.803 60
Rating of Maruti on
Durability
Between Groups 3.400 2 1.700 1.371 .262
Within Groups 71.912 58 1.240
Total 75.311 60
Rating of Maruti on Low
maintenance
Between Groups 7.402 2 3.701 2.136 .128
Within Groups 98.781 57 1.733
Total
106.183 59
Rating of Maruti on Sound
quality
Between Groups 2.785 2 1.392 1.398 .256
Within Groups 55.791 56 .996
Total 58.576 58
Rating of Maruti on Safety Between Groups 1.600 2 .800 .523 .595
Within Groups 87.134 57 1.529
Total 88.733 59
Rating of Maruti on After
sales services
Between Groups .386 2 .193 .165 .848
Within Groups 65.411 56 1.168
Total 65.797 58
From above table test results are
Parameter Hypothesis P value Decision
Fuel efficiency H0, H1 .485 p>α , accept H0
Durability .262 p>α , accept H0
Low maintenance .128 p>α , accept H0
Sound quality .256 p>α , accept H0
Safety .595 p>α , accept H0
After sales service .848 p>α , accept H0
Interpretation-
From the above table we can observe that p value for all the parameters is greater than alpha
(0.025).
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17

18. Hence, we can accept the null hypothesis and alternative hypothesis is rejected. Therefore we can
conclude that all the factors fuel efficiency, durability, low maintenance, sound quality, safety, after
sales service are independent of type of car.
7. Correlation & Regression
Q7.
Correlation is used to identify relationship between two interval scale questions.
OBJECTIVE: To find out the impact of the below mentioned variables(X1, X2, X3) on the low
maintenance.
Dependent variable: Y= low maintenance
Independent variable: X1=fuel efficiency
Independent variable: X2= sound quality
Independent variable: X3= Durability
Correlations
Rating of
Maruti on Low
maintenance
Rating of
Maruti on
Fuel
efficiency
Rating of
Maruti on
Sound quality
Rating of
Maruti on
Durability
Rating of Maruti on
Low maintenance
Pearson Correlation 1 .759(**) .633(**) .590(**)
Sig. (2-tailed) .000 .000 .000
N 60 60 59 60
Rating of Maruti on
Fuel efficiency
Pearson Correlation .759(**) 1 .475(**) .572(**)
Sig. (2-tailed) .000 .000 .000
N 60 61 59 61
Rating of Maruti on
Sound quality
Pearson Correlation .633(**) .475(**) 1 .586(**)
Sig. (2-tailed) .000 .000 .000
N
59 59 59 59
Rating of Maruti on
Durability
Pearson Correlation .590(**) .572(**) .586(**) 1
Sig. (2-tailed) .000 .000 .000
N 60 61 59 61
** Correlation is significant at the 0.01 level (2-tailed).
Interpretation,
Relationship between low maintenance and fuel efficiency= 0.759
Relationship between low maintenance and sound quality = 0.633
Relationship between low maintenance and durability = 0.590
From the values, it is observed that - There is a positive correlation b/w low maintenance and fuel
efficiency, sound quality, durability.
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19. Regression Equation:
Low maintenance = a+ b1* fuel efficiency +b2* durability +b3* sound quality
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .813(a) .661 .642 .79008
a Predictors: (Constant), Rating of Maruti on Sound quality, Rating of Maruti on Fuel efficiency, Rating of
Maruti on Durability
Interpretation,
R square value is 0.661, i.e., 66.1% variation in low maintenance is influenced by Sound quality, Fuel
efficiency, Durability
Hypothesis:
H0: R square is not statistically significant
H1: R square is statistically significant
ANOVA (b)
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 66.854 3 22.285 35.699 .000(a)
Residual 34.333 55 .624
Total 101.186 58
a Predictors: (Constant), Rating of Maruti on Sound quality, Rating of Maruti on Fuel efficiency, Rating of
Maruti on Durability
b Dependent Variable: Rating of Maruti on Low maintenance
Interpretation,
From the ANOVA table, it is observed that P value (0.00) is < Alpha (0.025). So we reject H0 and
accept H1.So it is proved that R^2 is statistically significant.
Coefficients (a)
Model
Unstandardized
Coefficients
Standardized
Coefficients
B Std. Error Beta t Sig.
1 (Constant) -.256 .377 -.679 .500
Rating of Maruti
on Fuel efficiency .569 .099 .551 5.723 .000
Rating of Maruti
on Durability .087 .126 .072 .693 .491
Rating of Maruti
on Sound quality .432 .131 .329 3.303 .002
a Dependent Variable: Rating of Maruti on Low maintenance
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20. Low maintenance = -0.256+ 0.569* fuel efficiency + 0.087* durability +0.432* sound quality
From the above model, we see that fuel efficiency, durability, sound quality have positive impact on
low maintenance.
Further to check if the coefficients are statistically significant, we will consider the following:
Hypothesis:
H0: Coefficient of fuel efficiency is not statistically significant
H1: Coefficient of fuel efficiency is statistically significant
H0: Coefficient of durability is not statistically significant
H1: Coefficient of durability is statistically significant
H0: Coefficient of sound quality is not statistically significant
H1: Coefficient of sound quality is statistically significant
Parameter Hypothesis P value Decision
Fuel efficiency H0: not statistically significant
H1: statistically significant
0.000 P<α , accept H1
Durability H0: not statistically significant
H1: statistically significant
0.491 p>α , accept H0
Sound quality H0: not statistically significant
H1: statistically significant
0.002 P<α , accept H1
From the above table, it is observed that attributes ‘Fuel efficiency, Sound quality is
Statistically significant and attribute Durability is not statistically significant. So
Further to identify which of these parameters impacts the low maintenance, we will
refer to standardized co efficient.
Interpretation,
Fuel efficiency and sound quality of car affects the low maintenance. So the recommendation to the
organizations is to improve fuel efficiency and sound quality to further reduce maintenance of car.
VALUABLE SUGGESTIONS GIVEN BY CUSTOMERS:
· Please try to increase the number of Service centers.
· Keep Service Stations at main locations of the city where many customers feel it easy to go
to service centers.
· The service men in the service centers are unable to understand the problems told by us,
and they are not resolving the cars problems.
· Provide information on service and mileage regularly.
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21. · Please provide information about new cars along with their price lists at least once in 6
months.
· Advertisements through televisions can influence many categories of people. So try to
concentrate on this segment.
· We don’t see or find much of the Maruti Suzuki advertisements in T.V. Customer should be
educated about the maintenance of the vehicle i.e. Maintenance tips should be provided.
CONCLUSION
· The present research project on the customer awareness and preference of Maruti Suzuki
cars helps to analyze and understand the present market scenario in the city of Mumbai in
India.
· Toyota, Volkswagon, Tata, Hyundai are strongest competitors in India.
· Maruti Suzuki is required to work on its weaknesses like offers at the time of convincing
customers and giving various financial plans.
· Most of consumers in India prefer Petrol car.
· So Volkswagen can make after sales strategy according to customer needs.
· At last I would like to say that Maruti Suzuki should maintain and improve its market share
and build brand in India by improving its services and providing customer satisfaction.
CONSUMER PREFERENCE SURVEY QUESTIONARIES FOR AUTOMOBILE CAR
Directions: We are interested in your views about purchasing a new car behavior in your
daily life. Please take your time but try not to linger on any one question; your first response
to the question is usually your true belief. Additionally, you should take the questionnaire
only once.
Name:
Designation:
Contact No.:
Email:
1. Which car (fuel based) do u prefer?
· Petrol
· Diesel
· L.P.G.
2. What do you feel great about your car when compared to other cars in the market?
· Fuel efficiency
· Durability
· Low maintenance
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22. · Sound quality
· Safety
3. What kinds of offer do you like or expect from the dealer?
· Free insurance
· Special discount on sale of car
· Extending service period
· Finance availability with zero interest.
4. What do you expect from your dealer?
· Information about new car
· Information about service millage
· Assistance regarding loans and insurance
· Understanding consumer needs.
5. Where do you get your car serviced regularly?
· At authorized service centre
· At a local workshop near my home
6. Rank the following brands from 1-5 which will you seriously consider before
making this car purchase?
(1=Most important, 2= important,3=neutral,4= unimportant,5=least important)
Brand Rank
Toyota
Volkswagen
Maruti Suzuki
Tata
Hyundai
7. What do you feel about Maruti Suzuki car when compared to Hyundai cars in the market?
Rate Maruti Suzuki/Hyundai on scale 1-5 on the following parameters
(1= extremely unsatisfied,2= unsatisfied,3=Neutral, 4=satisfied, 5=extremely satisfied)
Sr. No. Parameter Maruti Suzuki Hyundai
1 Fuel efficiency
2 Durability
3 Low
maintenance
4 Sound quality
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23. 5 Safety
6. After sales
service
8. Which bank do you prefer in getting financial help while purchasing a car?
Rate preference on scale 1-5 for the following banks-
· HDFC
· SBI
· ICICI
· BANK OF BARODA
· AXIS BANK
· Others
9. What’s your opinion on a brand ambassador for the cars?
· Very necessary
· Not needed
· Waste of money for manufacturer
10. What’s your opinion on the price list of Maruti Suzuki cars?
· Affordable by common man
· Affordable only by rich man
· Cannot say
11. In which product category of Maruti Suzuki do you wish to see a resounding growth globally?
· Passenger Cars
· Buses and Coaches
· Mini Vehicles
· SUVs
12. User group or Gender
· Male
· Female
References:
1. www.google.com
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24. 2. www.monkeysurvey.com
3. Class notes
4. www . marutis uzuki.com /
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