A STUDY ON EFFECTIVENESS OF ADVERTISEMENT WITH

RESPECT TO MARUTHI SUZUKI MOTORS

Project submitted in partial fulfillment of the requirements for the

Award of the degree of

MASTER OF BUSINESS ADMINISTRATION

OF

BANGALORE UNIVERSITY

By

Name : Sagar A S

Reg. No. 17YUCMD169

Under the guidance of

Guide Name:Prof. Henna Kosar

Guide Designation: Professor

ACHARYA BANGALORE B-SCHOOL

Bangalore University

2018
 DECLARATION
I hereby declare that “A study on effectiveness of advertisement with respect to Maruti Suzuki
motors” at Dharwad is the result of the project work carried out by me under the guidance of prof.
Heena kosar in partial fulfillment for the award of Master’s Degree in Business Administration
by Bangalore University.

I also declare that this project is the outcome of my own efforts and that it has not been submitted
to any other university or Institute for the award of any other degree or Diploma or Certificate.

Place: Name:

Date: Register Number:

 BANGALORE UNIVERSITY

Certificate of Originality (Plagiarism)

Name of the student :

Registration Number :

Title of Project :

Name of the Guide :

Similar content (%) identified :

Project ID number(s) in :

Turnitin

The Project report has been checked using TURNITIN anti-plagiarism software and
found within limits as per plagiarism policy and instructions issued by the
UNIVERSITY/CBSMS.

We have verified the contents of the project report, as summarized above and Certified
that the statement made above are true to the best knowledge and belief.

Signature of the Guide Signature of the Principal/Director

Certificate of Originality

Date:

This is to certify that the dissertation titled “ A study on Customer Preference towards Consumer
Durables at Harsha Retail Dharwad” is an original work of Ms. Netra .M. Dodwad ; bearing
University Register Number 17YUCMD125 and is being submitted in partial fulfillment for the
award of the Master’s Degree in Business Administration of Bangalore University. The report
has not been submitted earlier either to this University/ Institution for the fulfillment of the
requirement of a course of study.

Signature of Guide: Signature of Director/Principal/HOD

Date: Date:
 ACKNOWLEDGEMENT

I take this opportunity to convey my sincere thanks and gratitude to all those who have directly or
indirectly helped and contributed towards the completion of this project.

The success of any project study depends upon a number of factors among which the proper
guidance received from the experts in the industry and teachers play an important role.

I have immense pleasure in expressing my deepest gratitude to our beloved Director, DR. HR
VENKATESHA and Prof. Heena kosar Professor for their guidance, which goes long way to
set my future career.

I would like to extend my sincere gratitude to Mr. Ganesh Acharya, at Maruti Suzuki Motors and
their team under whose guidance I undertook this project and completed successfully

Finally, I want to thank everyone for their constant support and encouragement.
 TABLE OF CONTENTS

SL.NO. CHAPTER PAGE.NO

A DECLARATION I

B ACKNOWLEDGEMENT II

C LIST OF TABLES III

D EXECUTIVE SUMMARY IV

1 INTRODUCTION 1-10

2 PROFILE STUDY 11-26

3 RESEARCH DESIGN 27-32

4 DATA ANALYSIS AND 33-53

INTERPRETATION, FINDINGS AND
SUGGESTIONS

5 CONCLUSION 54

7 BIBILIOGRAPHY 55

8 ANNEXURE 56
 LIST OF GRAPH

SL.NO TITLE PAGE NO.

4.1 Personal Information 30

4.2 Occupation Level of respondents 31

4.3 Income Level of respondents 32

4.4 Factor influencing the customer at the time of purchase 33

4.5 Awareness level of Harsha among respondents 34

4.6 Customer perception among respondents 35

4.7 Customer expectation among respondents 36

4.8 Marketing strategies and its variables among respondents 37

4.9 Customer response towards promotional activities 38

4.10 Hoarding level about Harsha among respondents 39

4.11 Paper ads about Harsha among respondents 40

4.12 TV ads about Harsha among respondents 41

4.13 Pamphlets and flyers about Harsha among respondents 42

INDUSTRY PROFLE

The Indian auto industry became the 4th largest in the world with sales increasing 9.5 per
cent year-on-year to 4.02 million units (excluding two wheelers) in 2017. It was the 7th largest
manufacturer of commercial vehicles in 2017.

The Two Wheelers segment dominates the market in terms of volume owing to a growing
middle class and a young population. Moreover, the growing interest of the companies in exploring
the rural markets further aided the growth of the sector.

India is also a prominent auto exporter and has strong export growth expectations for the
near future. Automobile exports grew 26.56 per cent during April-July 2018. It is expected to grow
at a CAGR of 3.05 per cent during 2016-2026. In addition, several initiatives by the Government
of India and the major automobile players in the Indian market are expected to make India a leader
in the two-wheeler and four wheeler market in the world by 2020.

Market Size

Domestic automobile production increased at 7.08 per cent CAGR between FY13-18
with 29.07 million vehicles manufactured in the country in FY18. During April-July 2018,
automobile production increased 16.69 per cent year-on-year to reach 10.88 million vehicle
units.

Overall domestic automobiles sales increased at 7.01 per cent CAGR between FY13-18
with 24.97 million vehicles getting sold in FY18. Auto sales in July 2018 witnessed a year-on-
year growth rate of 7.9 per cent across segments, driven by 46.24 per cent growth in three-wheeler
sales in terms of percentage.

Premium motorbike sales in India crossed one million units in FY18. Two leading luxury
car manufacturers, BMW and Mercedes-Benz, recorded their best-ever half yearly sales in India
during January-June 2018. Sales of BMW grew 13 per cent year-on-year to 5,171 units and sales
of Mercedes-Benz grew 12.4 per cent year-on-year to 7,171 units.

Sales of electric two-wheelers are estimated to have crossed 55,000 vehicles in 2017-18.
Investments

In order to keep up with the growing demand, several auto makers have started investing
heavily in various segments of the industry during the last few months. The industry has attracted
Foreign Direct Investment (FDI) worth US$ 19.29 billion during the period April 2000 to June
2018, according to data released by Department of Industrial Policy and Promotion (DIPP).

Some of the recent/planned investments and developments in the automobile sector in India
are as follows:

 Ashok Leyland has planned a capital expenditure of Rs 1,000 crore (US$ 155.20 million)
to launch 20-25 new models across various commercial vehicle categories in 2018-19.

 Mahindra & Mahindra (M & M) is planning to make an additional investment of Rs 500

crore (US$ 77.23 million) for expanding the capacity for electric vehicles in its plant in
Chakan.

 Hyundai is planning to invest US$ 1 billion in India by 2020. SAIC Motor has also
announced to invest US$ 310 million in India.

 Mercedes Benz has increased the manufacturing capacity of its Chakan Plant to 20,000
units per year, highest for any luxury car manufacturing in India.

Government Initiatives

The Government of India encourages foreign investment in the automobile sector and
allows 100 per cent FDI under the automatic route.

Some of the recent initiatives taken by the Government of India are -

 The government aims to develop India as a global manufacturing center and an R&D hub.

 Under NATRiP, the Government of India is planning to set up R&D centres at a total cost
of US$ 388.5 million to enable the industry to be on par with global standards
  The Ministry of Heavy Industries, Government of India has shortlisted 11 cities in the
country for introduction of electric vehicles (EVs) in their public transport systems under
the FAME (Faster Adoption and Manufacturing of (Hybrid) and Electric Vehicles in India)
scheme. The government will also set up incubation center for start-ups working in electric
vehicles space.

Achievements

Following are the achievements of the government in the past four years:

 Number of vehicles supported under FAME scheme increased from 5,197 in June 2015 to
192,451 in March 2018. During 2017-18, 47,912 two-wheelers, 2,202 three-wheelers, 185
four-wheelers and 10 light commercial vehicles were supported under FAME scheme.

 Under National Automotive Testing And R&D Infrastructure Project (NATRIP), following
testing and research centres have been established in the country since 2015

o International Centre for Automotive Technology (ICAT), Manesar

o National Institute for Automotive Inspection, Maintenance & Training (NIAIMT),

Silchar

o National Automotive Testing Tracks (NATRAX), Indore

o Automotive Research Association of India (ARAI), Pune

o Global Automotive Research Centre (GARC), Chennai

 SAMARTH Udyog – Industry 4.0 centers: ‘Demo cum experience’ centres are being set
up in the country for promoting smart and advanced manufacturing helping SMEs to
implement Industry 4.0 (automation and data exchange in manufacturing technology).
THEORETICAL BACKGROUND OF THE STUDY

What is advertising?

Advertising is the communication relayed from companies to persuade an audience to

purchase their products. This communication is usually through various forms of paid media - TV
and radio commercials, print ads, billboards and more recently, product placement

In Latin, ad vertere means "to turn toward" The purpose of advertising may also be to
reassure employees or shareholders that a company is viable or successful. Advertising messages
are usually paid for by sponsors and viewed via various old media; including mass media such as
newspaper, magazines, television advertisement, radio advertisement, outdoor
advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of

their products or services through "branding", which involves associating a product name or image
with certain qualities in the minds of consumers. Non-commercial advertisers who spend money
to advertise items other than a consumer product or service include political parties, interest
groups, religious organizations and governmental agencies. Nonprofit organizations may rely on
free modes of persuasion, such as a public service announcement (PSA).

Modern advertising was created with the innovative techniques introduced with tobacco
advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often
considered the founder of modern, Madison Avenue advertising

History

Egyptians used papyrus to make sales messages and wall posters. Commercial
messages and political campaign displays have been found in the ruins of Pompeii and ancient
Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient
Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient
advertising form, which is present to this day in many parts of Asia, Africa, and South America.
The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000
BC.

In ancient China, the earliest advertising known was oral, as recorded in the Classic of
Poetry (11th to 7th centuries BC) of bamboo flutes played to sell candy. Advertisement usually
takes in the form of calligraphic signboards and inked papers. A copper printing plate dated back
to the Song dynasty used to print posters in the form of a square sheet of paper with a rabbit logo
with "Jinan Liu’s Fine Needle Shop" and "We buy high quality steel rods and make fine quality
needles, to be ready for use at home in no time" written above and below is considered the world's
earliest identified printed advertising medium.

In Europe, as the towns and cities of the Middle Ages began to grow, and the general
populace was unable to read, instead of signs that read "cobbler", "miller", "tailor", or "blacksmith"
would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a
horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from
the backs of carts and wagons and their proprietors used street callers (town criers) to announce
their whereabouts for the convenience of the customers.

In the 18th century advertisements started to appear in weekly newspapers in England.

These early print advertisements were used mainly to promote books and newspapers, which
became increasingly affordable with advances in the printing press; and medicines, which were
increasingly sought after as disease ravaged Europe. However, false advertising and so-called
"quack" advertisements became a problem, which ushered in the regulation of advertising content.

Definition of Advertising Effectiveness

Advertising effectiveness pertains to how well a company's advertising accomplishes the

intended. Small companies use many different statistics or metrics to measure their advertising
effectiveness. These measurements can be used for all types of advertising, including television,
radio, direct mail, Internet and even billboard advertising. A company's advertising effectiveness
usually increases over time with many messages or exposures. But certain advertising objectives
can be realized almost immediately.
 Measuring the Effectiveness of Advertising

Reach

One metric for advertising effectiveness is reach. This measurement pertains to the number
of people who actually saw a company's advertising. Small business owners usually know how
many people can potentially see their ads. Local television stations report the number of viewers
for certain shows. Similarly, magazines report circulation figures. But not all of these viewers or
readers notice the ads. That is why small business owners often use market research surveys to
measure reach. For example, 10 percent of a local restaurant's viewing audience may recall seeing
their latest television ad. Advertising should be designed to attract attention, build interest and
prompt action, according to the experts at "Mind Tools" online.

Sales and Profits

One of the most important objectives of advertising is to increase sales and profits. A
profitable ad is an effective one. The best way to build sales and profits is by reaching the right
target audience. In other words, small business owners must make sure their advertising reaches
the people who are most likely to purchase their products. Companies often develop customer
profiles from warranty cards or marketing research to gather this information. Target audience
variables or demographics can include age, gender, income and education. For example, a high-
end women's clothing retailer may effectively drive sales and profits by targeting women with
higher incomes.

Brand Awareness

Brand awareness is another metric of advertising effectiveness. Brand awareness is the

percentage of people who recognize a company's brand of products. It usually takes many years
and lots of ad exposures to build high brand awareness. Television and radio are two of the best
mediums for building brand awareness. Small companies can also build their brand awareness on
the Internet by advertising in online Yellow Pages, or promoting their wares through major search
engines like Google and Yahoo.
Definition of the Problem:

The role and importance of advertising are not who covered in the world today, Advertising
and marketing business has increased and has become a big business The enormous cost of
commercial enterprises to spend advertising your business goals is to indicate the importance of
advertising in advance.

Most newspapers and magazines and radio and television networks, significant portion of
its revenue are advertised through advertising and commercial businesses.

Effectiveness of advertising is one of the very important issues in the realm of advertising.
In other words, we determine the advertising budget for how we spend it we have to set goals that
has? Communication goals and objectives of our promotional program have been able to realize?
Results that we have wanted to do? Our advertising is basically a moving target?

Measuring and evaluating the effectiveness of advertising, as a worthy opening acts that
remind us that what are the strengths and weaknesses of our advertising and we use this feedback
technique.

When the economy slows one of the hardest hit industries is that of advertising. Senior
executives are looking for ways to cut costs and, often, advertising spending is at the very top of
their list. The popular media continuously report on the dismal state of the economy and how
advertising budgets are being cut across the board (e.g. International Herald Tribune, 2008; Dow
Jones Newswires, 2009; Børsen, 2009).

This negative impact is further compounded by the fact that the results of advertising are
immensely hard to measure. On one hand, activities such as creating brand awareness and building
brand loyalty are long-term endeavours, which often cannot be correlated directly with a firm‟s
advertising or marketing spending in general, at least in the short-run. On the other hand, sales
promotions and discounting regularly lead to an immediate increase in sales, but often sacrifice
profitability and brand equity in the long-run.
 While there is no doubt that advertising has an effect on sales, brand awareness, liking and
loyalty, the correlation between advertising spending and profitability are often unclear. As a
consequence, senior executives have little hesitation in cutting advertising spending as the effect
will most likely not be evident in the short-run – yet, the negative long-term effects are
considerable.

Thus creating an advertising message that, in the first stage in order to attract customer's
attention and in the second step is to create customer interest and in the third step is to stimulate
and customer demands to products intended to be The customer ultimately lead to the purchase, is
required. This study sought to evaluate the Effectiveness of advertising of the company.

A large body of literature on Advertising Creativity, Advertising Communication Process

and Consumer Purchase Behaviour provides a basis for the present study.

The chapter will explain the search process in reviewing these literatures and then examines
the theoretical and empirical studies in the filed. Search Process The following review was
developed through a systematic search of the related literature.

In the first phase, a broad scan of the advertising literature, especially those covered in the
bibliography of Ph.D Theses published by Association of Indian Universities, was done in order
to assist the researcher in identifying the research problem and developing the research proposal.
As the second phase, a focused review of research abstract was done with the help of CD-ROM
service, PROQUEST, provided by American Business Information Corporation. In the third phase,
a comprehensive search of full text of articles was done in order to provide a scholarly foundation
for the study. In this final stage, all the sources mentioned above and the full-fledged library of
Indian Institute of Management, IIM, Bangalore, were consulted.
REVIEW OF LITERATURE AND RESEARCH DESIGN

LITERATURE REVIEW

Weilbacher (1984) summarises these four theories. Pressure - Response Theories of

advertising assume that advertising effects are a function of the advertising dollars spent or
messages received. It also assumes that stable relations exist between advertising pressure and
advertising effect. This theory tends to ignore the quality of advertising creative work in causing
advertising effects.

Active Learning Theories of advertising assume that advertising conveys information that
leads to attitude change and, in turn, to changes in market place behavior. Low Involvement
Theories of advertising assume, at least in some advertising situations, that the information content
of advertising is not of importance to the consumer and that it tends to be passively stored rather
than actively evaluated in relation to consumer reactions to products and companies.

In this conception, advertising effects cumulatively increase brand relevance or salience,

result in changed purchase behavior, and lead to revised attitudes only after the brand has been
purchased or used.

Ehrenberg, even in 1974, tried to postulate an Awareness-TrialReinforcement model of

consumer response to advertising and according to him the main purpose of advertising for
established brands is its defensive role in maintaining repeat buyers. In answer to how ad works,
one model that applies to certain advertising categories is "Advertising offers a stimulus to a
potential user of a product, which it is hoped will produce the response of an increased
predisposition to buy the advertised brand."

Based on the relevant literature, the developing view about theories in advertising seems
to be that no single theory will do for all cases of consumer-advertising interaction. In some
situations, one theoretical approach may be appropriate, whereas in another situation, an
alternative formulation may better fit reality.
Advertising Communication Models:

The essential purpose of communication, that of attempting to influence the attitudes of

individuals is achieved by changing the mental state or predispositions of the person at whom the
communication is achieved. As such, the communication process involves four elements that are
listed and described by Gilligan & Crowther (1983).

1) The Source or Communicator of the Message

2) The Message

3) The Communication Channels used to convey the Message

4) The Recipient or Audience at whom the Message is directed

Communication is achieved by the Source or Communicator Encoding the message by

putting into a suitable symbolic form, and then transmitting these symbols to the recipient via
Communication Channels. On receipt of the message the Recipient Decodes it.

The success of the communication is measured in terms of the feedback to the source. Any
message can be distorted by 'noise' (i.e., interference) and hence may be interpreted by the recipient
in a manner not intended by the source.

Mohan (1 996) names it as Linear Communication Model with the help of a Linear diagram
by which Communicator is termed as 'Who', Message as 'What'; Channel (Where) and Audience
(To whom). In an advertising situation, the symbols by which the messages are encoded are
pictures or written or spoken words and the communication channels are newspapers, magazines,
posters, and radio, TV or even Internet.

A mass communication tool, like advertising, is more suitable for geographically dispersed
several thousands or millions of audience who are categorised as consumer buyers, based on the
type of recipients. Further, the levels of awareness possessed by the recipients may differ.
Therefore, groups of people at different levels of awareness require different approaches to be
made to them. These differences can be attributed by reference to three models described by
Gilligan & Crowther (1983) which illustrate the progression from an individua l's lack of
awareness of a product's existence, to a firm held view of that product's attributes.

The first model, devised by Strong, is known as AIDA model, the term being derived from
the first letter of the four words in the process represented - Attention, Interest, Desire and Action.
Strong postulated that before becoming a user of the product the recipient of a message moves
from an Awareness of the product to an Interest in it. From this he develops a Desire for the product
and this then results in Action in which he goes and purchases the product.

The second model, conceived by Lavidge and Steiner is the Hierarchy of Effects model
that recognises two additional steps before the recipient becomes a purchaser and gives importance
to cognitive stages. The individual is seen to move from an Awareness of the product's existence
to a Knowledge of the product's attributes. From there, he progresses to a Liking for the product,
which results in a Preference for that product above the others available. Then he gets a Conviction
as to the value of that product to him, which leads to the eventual stage of Purchasing the product.

The third model is Innovation-Adoption model devised by Rogers. Here, the recipient
being seen to move from an Awareness of the product to an Interest in it. This results in an
Evaluation of the product, a Trial of the product and finally to the Adoption or frequent use of the
product. In fact, this model builds in the experience of usage and gives importance to word-of-
mouth communication.

It may be noted that, in essence, the three models are very similar in that after having been
made aware of the product's existence, the recipient moves through a number of intermediate
stages before becoming a user or regular user.

Gillian & Crowther (1983) synthesize these three models and recognize four countervailing
forces or factors affecting the progressor from Awareness to Purchase viz, Competitive Action,
Memory Lapse, Reference Groups and Opinion Leaders. According to them, the ease with which
advertising is able to move a prospective purchaser to a position of becoming an actual purchaser
is affected greatly by these forces. These pressures act as a form of resistance and may have the
effect of slowing, halting or even reversing the progression through the intermediate stages.
 Building upon the traditional AIDA model and Hierarchy of Effects model and its variants,
Vaughn (1986) explored and developed a comprehensive communication model. This new model
combined High-Low involvement and left right brain specialization.

It suggests that communication response would certainly be different for High versus Low
involvement products and those, which required predominantly Thinking (Left Brain) or Feeling
(Right Brain) information processing. This planning model delineates four primary advertising
planning strategies - 'Informative', 'Affective', 'Habitual', and 'Satisfaction', with their most
appropriate traditional and variant Hierarchy – Effects models. The classical Hierarchy of Effects
sequence Awareness, Knowledge, Liking, Preference, Conviction and Purchase are abbreviated to
"Learn-Feel-Do" in this model and used four different sequences in four quadrants of the model.

Chamblee et.al. (1993) present in their article, Elaboration-Likelihood Model (ELM) and
an Information-Processing model (IMP). According to Information Processing theory, an
individual first 'attempts' to a communication and then attempts comprehend it. Most theorists
believe that comprehension relies not only on the perceptual message itself but also on information
store in memory. In other words, prior knowledge moderates comprehension (Cohen and
Dipankar; 1990).

DAGMAR (Defining Advertising Goals for Measured Advertising Results) model of

advertising has also been reviewed by Lautman and Hsieh (1993). Brown (1985) proposes a
'mental model' of the communicative power of an ad which says that:

Communication power = Visibility x Relevance or Persuasiveness of what is recalled.

Other behavior oriented consumer learning models and attitude-dominant consumer

models described in the literature also helped the researcher to further the understanding of how
advertising works.

The importance of message communication has been explicitly recognized in all these
models of Advertising Effectiveness. These models depict the states of mind and actions that
people go through in response to ads. Moreover, regardless of any assumed predetermined order
of consumer reactions, central role has always been ascribed to the communication process.
 The concept. theory and models of Communication clearly indicate that the task of
advertising should be to achieve a Communication Objective or goal. The advocates of DAGMAR
approach suggest that the task of advertising is best stated in terms of Communication-Effects.

Rossiter & Percy (1987) place decision as to Communication Objectives in the third step
in an advertising manager's planning process. According to them, the manager, in the third stage
of planning, has to determine which Communication-Effects need to be established "in the
prospective buyers minds" in order to cause him or her to take action.

RESEARCH DESIGN

STATEMENT OF PROBLEM

Maruti Suzuki company has been following a basic advertising strategy to market their
automobile products. As the time changes the perspective of potential customer changes and the
way the advertisement affects them also changes. Hence the company had a problem
understanding the effectiveness of the current strategies they have been following and needed a
thorough research that would enable them to follow the new methods of advertising and attract the
young customers towards their products. This research would help the company to evaluate their
current advertising strategy and follow the latest methods of advertisement thereby improving their
customer base.

OBJECTIVES OF STUDY

The main objectives of the study are as follows

1. To study and understand whether the current strategy of advertising followed by the
company is making any mark on their target customers

2. To study the newest advertising avenues available in the market and use them effectively
to grab the interest of the potential customers.
 3. To do the research and help the marketing department of the company to formulate a new
and more effective advertising strategy.

Research Methodology

A research process consists of stages or steps that guide the project from its conception
through the final analysis, recommendations and ultimate actions. The research process provides
a systematic, planned approach to the research project and ensures that all aspects of the research
project are consistent with each other. Research studies evolve through a series of steps, each
representing the answer to a key question.

Research design:

The research will follow an anti-positivist approach. This study will allow us to identify
the important variables in our study that will lead to meaningful hypotheses. This forms a
descriptive design that will track behavior amongst individuals that fall into our sample. This study
forms an exploratory study as the investigations still are in the early stages

SAMPLE DESIGN

For the current research study random sampling method is used and the area of sampling
is Bengaluru.

SAMPLE SIZE

A sample population of about 100 existing and potential customers of the automobile chosen
randomly is taken
Collection of data:

Data is the gathered information that had been collected from the literature studies. The
key factors were used to structure a survey. The survey consisted of the identified factors with
specific criteria that had been able to evaluate each factor. The views of the respondents were
captured by a 7 point Likert scale, as this produces more accurate results, when compared to a 5
point Likert scale.

Plan of analysis:

Descriptive Statistics used will include that of the mean, standard deviation and our
frequency analysis. The data set collected will be statistically analyzed by the use of SPSS.
Inferential statistics that are concerned with the inferences to be made from the data indices on the
basis of corresponding indices that are obtained from samples drawn randomly from the data.

Tools and Data Collection

The method I used for exploratory research was

 Primary Data
 Secondary data

PRIMARY DATA

Primary Data is the data collected for the first time for the purpose to solve the problem at
hand. In this study the primary data is collected by survey research. i.e. collection of information
directly from the respondents by personal interview, a questionnaire method is used to collect the
information from the respondent.
SECONDARY DATA

The major sources of secondary data are as follows,

1. Websites

2. Brochures

CHAPTER SCHEME

Chapter 1: Introduction

Chapter 2: Review of literature and Research design

Chapter 3: Company profile

Chapter 4: Data analysis and interpretation

Chapter 5: Findings, conclusion and Suggestions

Bibliography
COMPANY PROFILE

Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an

automobile manufacturer in India. It is a 56.21% owned subsidiary of the Japanese car and
motorcycle manufacturer Suzuki Motor Corporation. As of July 2018, it had a market share of
53% of the Indian passenger car market. Maruti Suzuki manufactures and sells popular cars such
as the Ciaz , Ertiga , Wagon R, Alto K10, Swift, Celerio, Swift Dzire, Baleno and Baleno
RS, Omni, Alto 800, Eeco, Ignis, S-Cross. The company is headquartered at New Delhi. In May
2015, the company produced its fifteen millionth vehicle in India, a Swift Dzire

History

Maruti was established in February 1981 with production starting in 1983 with the Maruti
800, based on the Suzuki Alto kei car. As of May 2007, the Government of India, through Ministry
of Disinvestment, sold its complete share to Indian financial institutions and no longer has any
stake in Maruti Udyog

Under the Maruti name

In 1970, a private limited company named Surya Ram Maruti technical services private
limited (MTSPL) was launched on 16 November 1970.The stated purpose of this company was to
provide technical know-how for the design, manufacture and assembly of "a wholly indigenous
motor car". In June 1971, a company called Maruti limited was incorporated under the Companies
Act. Maruti Limited went into liquidation in 1977. Maruti Udyog Ltd was incorporated through
the efforts of V. Krishnamurthy.

Affiliation with Suzuki

In 1982, a license and joint venture agreement (JVA) was signed between Maruti Udyog
Ltd, and Suzuki of Japan. At first, Maruti Suzuki was mainly an importer of cars. In India's closed
market, Maruti received the right to import 40,000 fully built-up Suzuki in the first two years, and
even after that the early goal was to use only 33% indigenous parts. This upset the local
manufacturers considerably. There were also some concerns that the Indian market was too small
to absorb the comparatively large production planned by Maruti Suzuki, with the government even
considering adjusting the petrol tax and lowering the excise duty in order to boost sales. Finally,
in 1983, the Maruti 800 was released. This 796 cc hatchback was based on the SS80 Suzuki
Alto and was India's first affordable car. Initial product plan was 40% saloons, and 60% Maruti
Van. Local production commenced in December 1983. In 1984, the Maruti Van with the same
three-cylinder engine as the 800 was released and the installed capacity of the plant
in Gurgaon reached 40,000 units

Joint venture related issues

Relationship between the Government of India, under the United Front (India) coalition
and Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian
media until Suzuki Motor Corporation gained the controlling stake. This highly profitable joint
venture that had a near monopolistic trade in the Indian automobile market and the nature of the
partnership built up till then was the underlying reason for most issues. The success of the joint
venture led Suzuki to increase its equity from 26% to 40% in 1987, and to 50% in 1992, and further
to 56.21% as of 2013. In 1982, both the venture partners entered into an agreement to nominate
their candidate for the post of Managing Director and every Managing Director would have a
tenure of five years

Manufacturing facilities

Maruti Suzuki has three manufacturing facilities in India. All manufacturing facilities have
a combined production capacity of 1,700,000 vehicles annually. The Gurgaon manufacturing
facility has three fully integrated manufacturing plants and is spread over 300 acres (1.2 km). The
Gurgaon facilities also manufacture 240,000 K-Series engines annually. The Gurgaon Facilities
manufactures the Alto 800, WagonR, Ertiga, S-Cross, Vitara Brezza, Ignis and Eeco.

The Manesar manufacturing plant was inaugurated in February 2007 and is spread over
600 acres (2.4 km). Initially it had a production capacity of 100,000 vehicles annually but this was
increased to 300,000 vehicles annually in October 2008. The production capacity was further
increased by 250,000 vehicles taking total production capacity to 800,000 vehicles annually. The
Manesar Plant produces the Alto 800, Alto K10, Swift, Ciaz, Baleno, Baleno RS and Celerio. On
25 June 2012, Haryana State Industries and Infrastructure Development Corporation demanded
Maruti Suzuki to pay an additional Rs 235 crore for enhanced land acquisition for its Haryana
plant expansion. The agency reminded Maruti that failure to pay the amount would lead to further
proceedings and vacating the enhanced land acquisition. The launch of the Dzire happened in the
month of May 2017 and the variant is said to have good mileage

The Gujarat manufacturing plant became operational in February 2017. The plant current
capacity is about 250,000 units per year. But with new investments Maruti Suzuki has plan to take
it to 450,000 units per year.

In 2012, the company decided to merge Suzuki Powertrain India Limited (SPIL) with
itself. SPIL was started as a JV by Suzuki Motor Corp. along with Maruti Suzuki. It has the
facilities available for manufacturing diesel engines and transmissions. The demand for
transmissions for all Maruti Suzuki cars is met by the production from SPIL.

Industrial relations

Since its founding in 1983, Maruti Udyog Limited has experienced problems with its labor
force. The Indian labor it hired readily accepted Japanese work culture and the modern
manufacturing process. In 1997, there was a change in ownership, and Maruti became
predominantly government controlled. Shortly thereafter, conflict between the United Front
Government and Suzuki started. In 2000, a major industrial relations issue began and employees
of Maruti went on an indefinite strike, demanding among other things, major revisions to their
wages, incentives and pensions.

Employees used slowdown in October 2000, to press a revision to their incentive-linked

pay. In parallel, after elections and a new central government led by NDA alliance, India pursued
a disinvestment policy. Along with many other government owned companies, the new
administration proposed to sell part of its stake in Maruti Suzuki in a public offering. The worker's
union opposed this sell-off plan on the grounds that the company will lose a major business
advantage of being subsidized by the Government, and the union has better protection while the
company remains in control of the government.
 The standoff between the union and the management continued through 2001. The
management refused union demands citing increased competition and lower margins. The central
government privatized Maruti in 2002 and Suzuki became the majority owner of Maruti Udyog
Limited.

LEADERSHIP

MR. R. C. BHARGAVA

Chairman

MR. KENICHI AYUKAWA

Managing Director & CEO

MR. OSAMU SUZUKI

Director

MR. TOSHIHIRO SUZUKI

Director

MR. KAZUNARI YAMAGUCHI

Director (Production)

MR. TOSHIAKI HASUIKE

Director

MR. KAZUHIKO AYABE

Director

MR. KINJI SAITO

Director
 MR. D. S. BRAR

Independent Director

MR. R.P. SINGH

Independent Director

MS. RENU SUD KARNAD

Independent Director

MS. PALLAVI SHROFF

Independent Director

STRENGTHS

TECHNOLOGY

Big Ideas to improve your Driving Experience

RANGE OF CARS

India comes home in a Maruti Suzuki, and we're not surprised!

COST OF OWNERSHIP

Providing the best value for your investment since 1983

AWARDS

2017

 Maruti Suzuki selected Automobile Manufacturer of the Year at BTVi’s “The Auto Show - Car
India & Bike India Awards 2017”.
 Gold Exceed Award 2017 recognizes excellence in Occupational Health and Safety in the
automobile sector. Maruti Suzuki was honored for achieving high standards of safety, health and
environment at workplace.

 Maruti Suzuki bags prestigious Golden Peacock Training Award second time in a row!

2016

 Award for winning Customer Satisfaction Index (CSI) for the 16th time in a row

 Maruti Suzuki bags Silver Trophy for Training & Skill Development at ASSOCHAM’s summit-
cum-awards on Skilling India 2016.

 Maruti Suzuki won BML Munjal Award 2016 in the category of Private Sector (manufacturing).

 SMC Awards 2015 awarded to Maruti Suzuki’s SHVS and Baleno Team

 Maruti Suzuki bags Prestigious Golden Peacock Training Award 2016

 Maruti Suzuki have received the eminent Dun & Bradstreet Corporate awards in the Automobiles
category

 No.1 in JD Power Customer Satisfaction Index for the 17th time

 Maruti Suzuki was awarded with ‘Corporate Excellence–Commendation of Significant

Achievement’ Certificate at the prestigious CII-ITC Sustainability Award 2016 for its CSR
initiatives.

2015

 Maruti Suzuki Alto emerged as ‘World’s best-selling small car’ for 2014

 Maruti Suzuki bagged ‘Hall of the Fame’ at NDTV Car & Bike Awards, for its consistent
performance for last 10 years

 Maruti Suzuki got CSR award for Driving Safety at Autocar India Awards
 Maruti Suzuki and Hero MotoCorp share the trophy for the PCRA Green Award at NDTV Car &
Bike Awards

 Maruti Suzuki won the ‘Golden Peacock Award’ for Corporate Social Responsibility (CSR) in
Automobile Sector

 Maruti Suzuki bagged silver trophy for the category ‘Best Private Organization Training Program’
at ASSOCHAM’s Summit-cum-Awards on Skilling India

 Maruti Suzuki grabs 2 awards at IATIA!

Readers’ Choice Technology of the Year Award: Smart Hybrid Vehicle by Suzuki (SHVS)
Auto Tech Review Environment Technology of the Year Award: Smart Hybrid Vehicle by
Suzuki (SHVS)

Mission vision and values

RESPONSIBLE

You can always rely on us and our network.

DYNAMISM

Always evolving with your needs.


 OPEN

All our actions are open and transparent.

EFFICIENT

Expertise that ensures utmost efficiency.

RELIABLE

Your safety is our number one priority.

DATA ANALYSIS AND INTERPRETATION

1. Name:

2. Profession:

No. of respondents Percentage (%)

Student 18 18 %

Businessman 36 36%

Employee 28 28 %

Housewife 16 18 %

Total 100 100 %

Analysis:

From the above table we can see that out of 100 respondents about 36% are businessmen,
about 28% are employed, about 18% are housewives and about an equal percent of 18% are
Students
 Percentage of Respondents

18% 18%

Student
Businessman
Employee

28% Housewife

36%

Interpretation:

From the above graph we can see that most of the respondents we spoke to were
businessmen as they are the ones who can afford a good car. This was followed by employees.
We also spoke to some students and housewives.
3. Income group

No. of respondents Percentage (%)

30000 – 50000 10 10%

50000 – 100000 26 26%

100000 – 300000 28 28%

300000 – 600000 22 22%

Above 600000 14 14%

Total 100 100%

Analysis:

From the above table we can see that about 28% of the respondents are of 100000 to 3lakh
income group. About 26% are 50000 to 1lakh, about 22% have an income group in the range of
3lakh to 6lakh and about 14% of the respondents are from above 6lakh income group
 % of Respondents

14% 10%

26% 30000 – 50000

50000 – 100000
22% 100000 – 300000
300000 – 600000
Above 600000

28%

Interpretation:

The above graph shows that we mostly chose respondents with about a lakh to about 3 lakh
of income group followed by 50000 to about a lakh income group.

4. Gender

No of respondents % of Response

Male 63 63 %

Female 37 37 %

Total 100 100 %

Analysis:

From the above table we can see that about 63% of the respondents are Male and about
37% are female

% of Response

37%

Male
Female
63%

Interpretation:

The above graph shows that most of the survey respondents were male and less number
were female respondents.

5. Do you own any cars?

% of Response

Yes 84%

No 16%
Analysis:

From the above table we can see that out of 100 respondents about 84% of the respondents
said that they are the owners of cars. Only 16% of the respondents said that they do not have a
car.

% of Response
16%

Yes
No

84%

Interpretation:

From the above graph we can see that almost all the respondents we surveyed owned a car
as they are the ones who can give us a proper reply. Only a handful did not own any cars.
6. Which car do you prefer?

% of Response

Alto 25%

Swift 21%

Baleno 16%

Brezza 20%

Ciaz 12%

Others 6%

Analysis:

From the above table we can see that out of 100 respondents, about 25% of the respondents
said that they prefer alto, about 21% said they prefer swift, about 16% said they prefer baleno,
about 20% said they prefer breezza, about 12% said they prefer ciaz and about 6% of the
respondents said they they like other cars.
 % of Response
6%
12% 25%

Alto
Swift
Baleno

20% Brezza
Ciaz

21% Others

16%

Interpretation:

From the above graph we can see that the major number of respondents are equally divided
between alto car and swift. Same way an equal number of respondents prefer baleno and brezza
car. Only a handful of people like ciaz and others.

7. Have you ever seen the Advertisement of Maruti suzuki Company?

No. of respondents Percentage (%)

Yes 66 66 %

No 34 34 %

Total 100 100

Analysis:

From the above table we can see that out of 100 respondents about 66% respondents said
yes and about 34% respondents said no.

Sales

34%

Yes
No

66%

Interpretation:

From the above graph we can see that most of the respondents said that they have seen the
advertisement of Maruti Suzuki company. However there were some respondents who said they
have not seen.
8. Where did you see the advertisement?

Level of satisfaction No. of respondents Percentage (%)

TV 2 2%

Newspaper 12 12 %

Posters 46 46 %

Friends 30 30 %

Others 10 10 %

Total 100 100

Analysis:

From the above table we can see that out of 100 respondents 2 66% respondents said TV,
about 12% said newspaper, about 46% said posters, about 30% said friends and about 10%
respondents said others.
 % of response
10% 2%
12%

TV
Newspaper
30% Posters
Friends
Others
46%

Interpretation:

From the above graph we can that most of the respondents said that they have seen the
advertisement of the company through the posters put up by the company dealers. Some other
respondents said that they came to know about the company through their friends.
9. Does the advertisement provide the sufficient information you need?

Brand No. of respondents Percentage (%)

Yes 54 54 %

No 46 46 %

Total 100 100

Analysis:

From the above table we can see that out of 100 respondents 54% respondents said yes and
about 46% respondents said no

Sales

46%

Yes
54% No
Interpretation:

From the above graph we can that a maximum number of respondents said that the
advertisement does give them the information they are looking for.

10. Please rate the effectiveness of the advertisement.

Level of satisfaction No. of respondents Percentage (%)

Very effective 36 36 %

Effective 22 25 %

Average 25 25 %

Poor 14 14 %

Total 100 100 %

Analysis:

From the above table we can see that out of 100 respondents 36% respondents said very
effective, about 25% said effective, about 25% said average and about 14% respondents said poor
 Sales

14%

36%

Very effective
Effective
25%
Average
Poor

25%

Interpretation:

From the above graph we can that most of the respondent said that the advertisement is
very effective. However there were other respondents said that the advertisement of Maruti Suzuki
is not much good and effective.

11. Can you recall the content of the Advertisement

Level of satisfaction No. of respondents Percentage (%)

Yes 74 74 %

No 26 26 %

Total 100 100

Analysis:

From the above table we can see that out of 100 respondents 74% respondents said yes and
about 26% respondents said no

Sales

26%

Yes
No

74%

Interpretation:

From the above graph we can that the advertisement is good and the content shown in the
advertisement is informative and can be recalled after some time also.
12. What do you think about the consistency of the advertisement?

Level of satisfaction No. of respondents Percentage (%)

Excellent 46 36 %

Good 26 26 %

Average 28 28 %

Poor 12 10 %

Total 100 100

Analysis:

From the above table we can see that out of 100 respondents3% respondents said very effective,
about 26% said effective, about 28% said average and about 10% respondents said poor
 Sales
10%

36%

28% Excellent
Good
Average
Poor

26%

Interpretation:

From the above graph we can that a large number of respondents said that the consistency
of the advertisement is excellent and every time there is a new advertisement the viewers normally
love it.
13. Which channel do you watch most frequently?

No. of Respondent percentage

DD1 8 8%

Zee TV 25 25 %

Sony TV 22 22 %

Star Plus 19 19 %

Others 26 26 %

Analysis:

From the above table we can see that out of 100 respondents 8% respondents said DD1,
about 25% said Zee TV, about 22% said Sony TV, about 19% said star plus and about 26%
respondents said others.
 Sales
8%
26%

25%
DD1
Zee TV
Sony TV
Star Plus
Others
19%

22%

Interpretation:

From the above graph we can that most of the respondents said that they watch mostly
different type of channels like local kannada channels and other language channels. However, a
good number did say that they watch zee tv followed by Sony and star tv.
14. What type of advertisement do you like the most?

Advertisement No. of respondents Percentage (%)

Personality Symbol 18 18 %

Musical 22 22 %

Fantasy 26 26 %

Life style 14 14 %

Funny 20 20 %

Total 100 100

Analysis:

From the above table we can see that out of 100 respondents 18% respondents said
personality symbol, about 22% said musical, about 26% said fantasy, about 14% said life style and
about 20% respondents said funny.
 % of Response

20% 18%

Personality Symbol
Musical
Fantasy
14%
22% Life style
Funny

26%

Interpretation:

From the above graph we can that most of the respondents said that they like advertisement
which show as fantasy theme followed by musical related advertisements. A good number of
respondents also said that they like funny advertisements.
15. How do you rate the Sales promotional efforts of the company?

Overall rate No. of respondents Percentage (%)

Excellent 10 10%

Very good 8 8%

Good 12 12 %

Average 32 32 %

Poor 38 38 %

Total 100 100 %

Analysis:

From the above table we can see that out of 100 respondents 10% respondents said very
good, about 8% said very good, about 12% said good, about 32% said average and about 38%
respondents said poor
 Sales
10%

8%
38%
Excellent
12%
Very good
Good
Average
Poor

32%

Interpretation:

From the above graph we can that a major number of respondents said that they feel that
the advertisement and sales promotion efforts of the company are excellent.
16. What time of the day do you feel the best for the advertisement on TV?

Time No. of respondents Percentage %

Morning 12 12 %

Mid – Day 24 24 %

Evening 36 36 %

Late Night 28 28 %

Total 100 100

Analysis:

From the above table we can see that out of 100 respondents 12% respondents said morning,
about 24% said mid - day, about 36% said evening and about 28% respondents said late night.
 Sales
12%

28%

24% Morning
Mid – Day
Evening
Late Night

36%

Interpretation:

From the above graph we can that most of the respondents said that the best time for TV
advertisement is normally evening followed by late night advertisement.

17. The advertisement message is understandable?

Overall rate No. of respondents Percentage (%)

Yes 76 76 %

No 24 24 %

Total 100 100

Analysis:

From the above table we can see that out of 100 respondents 76% respondents said yes and
about 24% respondents said no

Sales

24%

Yes
No

76%

Interpretation:

From the above graph we can that most of the respondents agreed that the messages are
understandable to the viewers. However there were respondents who said they didn’t find the
advertisement understandale.
18. Is the advertisement believable?

Response No. of respondents Percentage (%)

Yes 12 88 %

No 88 12 %

Total 100 100

Analysis:

From the above table we can see that out of 100 respondents 88% respondents said yes and
about 12% respondents said no

Sales
12%

Yes
No

88%
Interpretation:

From the above graph we can that content of the advertisement is much believable.
However several otter respondents said they didn’t find the advertisement to be believable.

19. Do you believe that the company gives a lot of importance to market research?

Brand No. of respondents Percentage (%)

Yes 62 62 %

No 38 38 %

Total 100 100

Analysis:

From the above table we can see that out of 100 respondents 62% respondents said yes and
about 38% respondents said no
 Percentage (%)

38%

Yes
No
62%

Interpretation:

From the above graph we can that most of the respondents agreed that the company does
give a lot of importance to market research.
20. After viewing the ad, would you consider purchasing the car from Maruti suzuki?

Contents Frequency Percent

Yes 52 52%

No 48 48%

Total 100 100

Analysis:

From the above table we can see that out of 100 respondents 52% respondents said yes and
about 48% respondents said no

Percentage of Response

48%
Yes
52%
No
Interpretation:

From the above graph we can that a large number of respondents did say that they might
purchase a car after viewing the advertisement. However several other respondents said that they
might not be very interested in purchasing the car just because they found the advertisement very
interesting.
FINDINGS SUGGESTION AND CONCLUSION

FINDINGS

1. most of the respondents we spoke to were businessmen as they are the ones who can afford
a good car. This was followed by employees. We also spoke to some students and
housewives

2. we mostly chose respondents with about a lakh to about 3 lakh of income group followed
by 50000 to about a lakh income group

3. most of the survey respondents were male and less number were female respondents

4. almost all the respondents we surveyed owned a car as they are the ones who can give us
a proper reply. Only a handful did not own any cars.

5. major number of respondents are equally divided between alto car and swift. Same way
an equal number of respondents prefer baleno and brezza car. Only a handful of people
like ciaz and others.

6. most of the respondents said that they have seen the advertisement of Maruti Suzuki
company. However there were some respondents who said they have not seen

7. most of the respondents said that they have seen the advertisement of the company through
the posters put up by the company dealers. Some other respondents said that they came to
know about the company through their friends

8. a maximum number of respondents said that the advertisement does give them the
information they are looking for

9. most of the respondent said that the advertisement is very effective. However there were
other respondents said that the advertisement of Maruti Suzuki is not much good and
effective
10. the advertisement is good and the content shown in the advertisement is informative and
can be recalled after some time also

11. a large number of respondents said that the consistency of the advertisement is excellent
and every time there is a new advertisement the viewers normally love it

12. most of the respondents said that they watch mostly different type of channels like local
kannada channels and other language channels. However a good number did say that they
watch zee tv followed by sony and star tv

13. most of the respondents said that they like advertisement which show as fantasy theme
followed by musical related advertisements. A good number of respondents also said that
they like funny advertisements

14. a major number of respondents said that they feel that the advertisement and sales
promotion efforts of the company are excellent

15. most of the respondents said that the best time for TV advertisement is normally evening
followed by late night advertisement

16. most of the respondents agreed that the messages are understandable to the viewers.
However there were respondents who said they didn’t find the advertisement
understandable

17. content of the advertisement is much believable. However several otter respondents said
they didn’t find the advertisement to be believable

18. most of the respondents agreed that the company does give a lot of importance to market
research

19. a large number of respondents did say that they might purchase a car after viewing the
advertisement. However several other respondents said that they might not be very
interested in purchasing the car just because they found the advertisement very interesting
SUGGESTION

1. The study showed that the customers are buying the cars of other companies more than the
Maruti Suzuki. This means the company has to make a lot of improvement so that the
customers favorite will be Maruti Suzuki company.
2. The company should formulate a strategy to make customers buy the Maruti Suzuki car.
3. TV advertisement seems to be the best way to advertise the products of Maruti Suzuki.
Hence the company should make efforts to improve the advertisement on TV channels to
attract more customers.
4. Even though several customers said that they have seen the advertisement of Maruti Suzuki
there were respondents who have not seen. This means the company should try to rotate
the time when the advertisement is aired on TV so that it can cover all the time of the day
and everyone will be able to view the aired advertisement.
5. Since the customers who have seen the advertisement said that they are not finding the ad
to be attractive or informative, the company should take care of this part.
6. The company could make the message provided in the advertisement to make it more
meaningful and attractive.
7. Even though several customers said that the Maruti Suzuki advertisement is entertaining,
we had many unhappy customers.
8. The customers seem to be overall happy with the advertising efforts of the company. But
as the study shows there is still room for a lot of improvement in the way the advertisement
message is delivered and the time chosen for it.
9. Overall suggestion for the company is to come up with a good advertising strategy to create
an awareness in the customers and attract them to buy the product.
CONCLUSION

From this study it is concluded that both Advertising activities plays a vital role in
automotive battery and power product industry. But we must determine which Advertisement
strategies should be adopted to acquire potential customers & beat the competitors.

Here Advertisement like; Wall paintings, Hoardings & also Newspapers should be adopted
& also Two Important Advertisements like; “Sales person & Trade Shows” plays a very vital role
in service industry mainly in Bangalore city as it is local area. This counts much to get the brand
recognition & brand awareness & also make brand Identity in the local market. Competitors who
is the main competitor in the service industry in “Bangalore city” so try to benchmark it.

As there is lack of effectiveness in the Advertisement adopted by Sukam Batteries. So

improve it by using the above strategies suggested
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