A

Project Report

On

“A STUDY ON CONSUMER SATISFICATION TOWARDS

MARUTI SUZUKI PRODUCTS WITH REFERENCE TO PUNE
DISTRICT”

By

Mr. Ritesh Mahendra Sonawane

Under the guidance of

Prof. Shailendra Patil

In partial fulfilment of

Bachelor Degree in Business Administration

Submitted To

Alandi (D), Pune

Affiliated to

Savitribai Phule Pune University

Academic Year 2020-2021
 CERTIFICATE

This is to certify that, the project report entitled “A STUDY ON CONSUMER

SATISFICATION TOWARDS MARUTI SUZUKI PRODUCTS WITH REFERENCE TO
PUNE” which is being submitted by MR. Ritesh Mahendra Sonawane in partial fulfilment of
Bachelor of Business Administration has satisfactorily completed the project work under our
guidance and supervision.

We wish our best wishes for her/his future endeavour.

Prof. Shailendra Patil Prof. Amol Mane Prof.Dr.B.B.Waphare

Project Guide HOD BBA & BBA(IB) Principal

Internal Examiner External Examiner

 ACKNOWLEDGEMENT

I take this opportunity to express my sincere gratitude to everyone who has

directly or indirectly helped me in completing the project successfully.

I express my gratitude for Prof. Shailendra Patil for providing me an opportunity

to undertake my project on MARUTI SUZUKI. Under his valuable guidance and
continuous monitoring.

I take this opportunity to thank my family members, friends without their

cooperation I would not have been able to complete this project.

I am especially thankful to Mr. Amol Mane (HOD, BBA& BBA-IB) and all the
faculties of BBA department who directly or indirectly provided a support to all
these academic activities. I am also thankful of College and University of Pune
who gave me such opportunity to succeed this work.

Ritesh Mahendra Sonawane

T.Y.B.B.A
 DECLARATION

I, hereby declare that the project report on “CONSUMER SATISFICATION

TOWARDS MARUTI SUZUKI PRODUCTS” is written and submitted by me to
MAEER’s MIT ACSC Alandi (D) Pune, towards the partial fulfilment for the
study of B.B.A. in year 2019-2020. The report written is original work, this
project is based on the Primary and Secondary data, and it is based on the
knowledge and material gained from company. The contents provided are true to
the best of my knowledge and belief.

The contents provided are true to the best of my knowledge and belief.

I further declare that, this project report is not been submitted to any other
College or University for any other degree or course earlier.

Place: MIT ASCS Alandi

Date:

Name of The Student: Ritesh Mahendra Sonawane (TYBBA

EXECUTIVE SUMMARY

This project is undertaken to know the customer satisfaction for Maruti Suzuki
and products also to understand the level of awareness of Maruti Suzuki products
and quality of services.

There were some limitations while doing the project. The data was collected by
personally interviewing the respondents. It was very difficult to take appointment
of respondents.

The type of Research is descriptive in nature. The nature of research was

quantitative. The types of questions were standard with limited probing and the
type of questionnaire was structured. A sample size of 11 was chosen to carry out
the survey. The scope of the study confined at pune city. This study will help
MARUTI UDYOG Ltd. to know the most popular way by which they are
providing services and quality to the customers and to know various Customers
Perceptions.

From the survey, Researcher found that, the customers were highly satisfied with
the products and service of MARUTI SUZUKI and products.

It was found that MARUTI SUZUKI Ltd. is having a good brand image in the
market.

Most of the respondents considered Maruti Suzuki and products one of the best
Automotive company.
 INDEX
CHAPTER NAME OF THE CHAPTER PAGE
NO. NO.

1. INTRODUCTION 1-2
1.1 INTRODUCTION OF PROJECT 1
1.2 SIGNIFICANCE OF THE STUDY 2
1.3 OBJECTIVES OF THE STUDY 2
2. REASEARCH METHODOLODY 3-7
2.1 SOURCES OF DATA COLLECTION 4
2.2 SAMPLE DESIGN 5
2.3 REASEARCH DESIGN 6
2.4 LIMITATIONS OF THE STUDY 7
3. THEORITICAL BACKGROUND & 8-10
LITERATURE
REVIEW
3.1 FUNDAMENTAL CONCEPT RELATED TO YOUR 9
TOPIC
3.2 LITERATURE REVIEW 10
4. INDUSTRY PROFILE 11-16
5. COMPANY PROFILE 17-42
5.1 NAME, ADDRESS AND LOCATION OF THE 17-18
COMPANY
5.2 VISION,MISSION 19-20
5.3 HISTORY 21
5.4 PRODUCT PROFILE OF THE COMPANY 21-40
5.5 AWARDS OR ACHIEVEMENT 41-42
6. DATA ANALYSIS & INTERPRETATIONS 43-48
6.1 FINDINGS 49
6.2 SUGGESTIONS OR RECOMMENDATIONS 50
6.3 CONCLUSION 51
REFERANCES 52
ANNEXURE 52-54
 CHAPTER 1
INTRODUCTION
TITLE OF THE PROJECT:

“CONSUMER SATISFACTION TOWARDS MARUTI SUZUKI

PRODUCTS”

INTRODUCTION:

Maruti Suzuki is India‟s number one leading automobile manufacturer and the
market leader in the car segment both in terms of volume of vehicle and revenue
earned. Until recently 18.28% of the company was owned by the Indian
government and 54.2% by the Suzuki of Japan. The Indian Govt. held an initial
public offering of 25% of the company in June 2003. As of 10 May 2007
government of India sold its complete share to Indian financial Institution. With
this govt. Of India has no longer stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though the
actual production was started in 1983 with the Maruti 800 based on the Suzuki
Alto Kei Car which at that time was the only modern car available in India. Its
only competitor was Hindustan Motor‟s Ambassador and the Premier Padmini
were both around 25 years out of date at that point.Through 2004 , Maruti Suzuki
had produced over 5 Million vehicles. Maruti Suzuki are sold in India and
various several other countries depending upon export orders

The company anually exports more than 50,000 cars and has an extremely large
domestic market in India selling over 7,30,000 cars anually. Maruti 800 till 2004
was the India‟s largest selling compact car ever since it was launched in 1983.
More than a Million unit of this car have been sold worldwide so far. Currently
Maruti Suzuki Alto tops the sales chart and Maruti Suzuki Swift is the largest
selling car in A2 segment.Due to large number of Maruti 800‟s sold in the Indian
market the term “Maruti” is commonly used to refer to this compact car 1.
modelTill recently the term “ Maruti” in popular Indian culture in India, Hindu‟s
lord Hanuman is known as “Maruti” was associated with Maruti 800 model.

SIGNIFICANCE:

The study gives information about the services and facilities provided in the cars.
The study gives importance about competitors sale and share position in the past
years. It can help to improve and adopt the new techniques in the upcoming
MARUTI SUZUKI products. It can also provide suggestions to the company to
improve the problems according to the need of customers and dealers.

OBJECTIVE OF THE STUDY:

1.To know consumer behaviour for purchase of MARUTI SUZUKI cars.

2. To identify the factor which influences on consumer decision to purchase

MARUTI SUZUKI cars.

3. To identify possible facts for improvement in the MARUTI SUZUKI cars.

4. To know the market competition and position of the MARUTI SUZUKI cars.

2.
 CHAPTER 2

RESEARCH METHODOLOGY
RESEARCH METHODOLGY:

Redman and Mory define research as a “systemized effort to gain new

knowledge.” Some people consider research as a movement, a movement from
the known to the unknown. 35 Studynama.com Research is an academic activity
and as such the term should be used in a technical sense. According to Clifford
Woody, research comprises defining and redefining problems, formulating
hypothesis or suggested solutions; collecting, organizing and evaluating data;
making deductions and reaching conclusions; and at last carefully testing the
conclusions to determine whether they fit the formulating hypothesis.

RESEARCH METHODOLOGY:

 SOURCES OF DATA
 COMPLETION OF DATA
 SAMPLING PLAN

RESEARCH DESIGN:

A research design is simply a framework or plan for study that is used as a guide
in collecting and analysing the data. It is blue print that is followed in
complementing the project.

The research design specifies the methods and procedures for acquiring the
information needed. It is overall operations pattern of framework of the project
that stipulates what information needed. It is overall operations pattern on
framework of the project that stipulates what information is to be collected from
which sources and by what procedure.

3.
There may not be single, standard and correct method of research. There may be
different types of designs to suit different types of research designs to suit
different purpose of research.

There is design, they are;

• Exploratory Research:

• Descriptive Research:

Depending upon the objective of research, marketing research designs is

selected.

According to the research objective I plan to choose exploratory research.

EXPLORATORY RESEARCH:

The major emphasis of exploratory research is to extract new insight into the
problem. The research will help to know some facts about people preferences
and choice.

It helped me in knowledge the following information;

• What are the preferences of people towards purchasing the dairy products of
particular brand? • How they rate a certain brand?

• How effectiveness are the advertising activities carried out by the brands for its
sale?

SOURCES OF DATA:

The next step is to gather information. There are two types of data they are;

• PRIMARY DATA

• SECONDARY DATA 4.
PRIMARY DATA:

First of all, all the sources of primary data from various sources should be
explored and examining the possibility of their use for study.

In many cases the data may not be inadequate or unusual and therefore may
realize the first hand information.

The method by which the primary data is collected

•QUESTIONNAIRE METHOD

SECONDARY DATA:

Advantages

1. The major advantage is the secondary data it is more economical as the cost of
controlling original data is saved.

2. It saves much of the time of the researcher. This leads to promote completion
of the project.

3. Search for secondary data is helpful, not only because secondary data may be
useful but because familiarity with such data indicates.

4. The deficiencies and gaps. As a result, the primary data can be collected more
specially and more relevant to the study.

5. Finally, the secondary data can be used as a basis for comparison with primary
data.

5.
COLLECTION OF DATA:

Primary Data:

It involves two aspects. The techniques and tools that are used in collecting data
are as follows.

Techniques

The techniques of collecting primary data.

•Observation

Secondary Data:

The secondary data is collected from various websites, journal, research papers,
articles, annual reports, and various magazines. The secondary data gave me
brief overview of the current market situation, the history of the company and
the sales figure of the latest quarter.

SAMPLE PLAN:

Sample plan is very important for research after deciding on sample instrument
and research approach, sampling plan calls for following decisions.

Sample unit:

This is very important for research to decide as to who going to be surveyed or

what the sample unit is. In this research different category of people, MARUTI
SUZUKI car owners and servicing centre where targeted to gather correct and
reliable information.

6.
Universe:

The universe of the research have where the people or retailer from different
areas.

Sample Population:

The survey was conducted in pune city.

Sample Size:

For the purpose of proper survey, there is need of perfect research it‟s to find out
sample size for more accurate result about buying behaviour of MARUTI
SUZUKI cars. The sample size in 11 respondents.

RESEARCH METHODOLOGY:

In the project most of the data and information collected are in form of primary
data, so the

references are the contacts are very useful instrument in such data collection.

Here unstructured questionnaire was used which was not pre-decided depending
upon the

certain customer are in included both open-ended are close-ended question.

LIMITATIONS OF THE STUDY

1. The consumer response varies according to the different products.

2. Quality verses price was not taken into the consideration.

7.
 CHAPTER 3
THEORITICAL BACKGROUNDS & LITERATURE REVIEW
LITERATURE REVIEW:

. A review of literature shows that researchers investigated the relationship

between attribute and overall customer satisfaction with Maruti Suzuki
using different car and nature of attributes. In addition, the results of these
studies will empirically validate that proposed attributes considerably
affects overall customer satisfaction with Maruti Suzuki car of service
provided.

Rana and Lokhande (2013) study showed that in March 2008 Maruti
Suzuki’s sales were Rs.21221 crore which was more than March 2007 by Rs.
21.559. The industrial sales of Maruti Suzuki in the year March 2008 were
Rs.20070.9 crore which is 23.26% greater than previous year. It concluded
that in today’s scenario the success of company lies in structuring and
restructuring the marketing strategies and continuous innovation of product
and service.

Singh and Srivatava (2013) study showed various factors affecting

customer satisfaction towards Maruti Suzuki. Exceptional customer service
results in greater customer retention, which in turn results in higher
profitability. Customer loyalty is a major contribution to sustainable profit
growth. Measuring customer satisfaction provides an indication of how
successful the organization is at providing products or services to the
marketplace. It also concluded that all the factors considered in the study
have significant effect on the overall satisfaction of the customers. It
conducted that satisfaction levels for pricing attributes (such as Car price,
discounts and service charges) are generally lower than product related

8.
Ranjith and Snekalatha (2013) focused on the customer’s brand loyalty
and satisfaction towards Maruti car. Maruti Suzuki India Limited is India’s
leading & largest passenger car manufacturer which accounting for nearly
50 per cent of the total industry sales. Customer loyalty is a major
contribution to sustainable profit growth to achieve success. This study
found that Maruti Udyog Ltd has various brands of car, but majority of
respondent prefer Omni. They are satisfied with price, band, image,
convenience, appearance quality and require less maintenance cost.

Parthian and Rajendran (2014) study was carried on customer preference

toward Maruti Suzuki. Main aim of this study was to understand the mind of
customers whether they was eager and satisfied to handle. Even though
most of the customers were satisfied with present model and service, few
customers were not satisfied about the facilities provided by the car. If the
Maruti car service providers give enough attention regarding this, they can
ensure a large level of customer preference.

Akhila and Thayyullathi (2015) in his study on customer satisfaction

toward Maruti Suzuki in Coimbatore found that majority of the respondents
were using SUV (Sport utility vehicle) type cars. They found that Maruti
Suzuki cars were the best and fast moving brands. There were increasing
trend because of easy handling, safety, security and high performance, which
makes the advanced technologies to adopt new model.

9.
The fundamental concepts related to the project:

Importance of customer satisfaction is the purpose of business:

The need to satisfy customer for achieving success in any commercial

enterprise is so obvious, one need to establish the importance of customer
satisfaction. However one often finds that what should be obvious everyone
also needs to be explained and established. The income of commercial
enterprise is derived from the payment received for the product and
services supplied to its external customers. If there are no income, there is
no business.

In other words, customers are the sole reason for the existence of
commercial establishment, as the function is extremely important for the
success of an organisation, the senior management as well as the leaders of
other departments or divisions should also realize the important of
customers to the organisations and for its growth. It is therefore no, surprise
that Peter Drucket, the renowned management guru said “to satisfy the
customer is the mission and the purpose of every business.

Customer Satisfaction:

Whether the buyer is satisfied after purchase depends upon offer

performance in relation to the buyer expectations. Customer satisfaction can
be defined as:

Satisfaction is the level of a person expectations some of the successful

business firms are aiming for total customer satisfaction which increased
customer loyalty towards the product or the service offered.

10.
 CHAPTER 4

INDUSTRY PROFILE
4. AUTOMOBILE INDUSTRY:

4.1Introduction

In 2020, India was the fifth-largest auto market, with ~3.49 million units
combined sold in the passenger and commercial vehicles categories. It was the
seventh largest manufacturer of commercial vehicles in 2019.

The two wheelers segment dominate 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. In addition, several initiatives by the Government of India and
major automobile players in the Indian market is expected to make India a leader
in the two-wheeler and four-wheeler market in the world by 2020.

4.2Market size:

Domestic automobiles production increased at 2.36% CAGR between FY16-20

with 26.36 million vehicles being manufactured in the country in FY20. Overall,
domestic automobiles sales increased at 1.29% CAGR between FY16-FY20 with
21.55 million vehicles being sold in FY20.Two wheelers and passenger vehicles
dominate the domestic Indian auto market. Passenger car sales are dominated by
small and mid-sized cars. Two wheelers and passenger cars accounted for 80.8%
and 12.9% market share, respectively, accounting for a combined sale of over
20.1 million vehicles in FY20. Two wheeler sales stood at 1,426,865 units in
February 2021, compared with 1,294,787 units in February 2020, recording a rise
of 10.20%. 11.
Passenger vehicle (PV) sales stood at 281,380 units in February 2021, compared
with 238,622 units in February 2020, registering a growth of 17.92%. As per
Federation of Automobile Dealers Associations (FADA), PV sales in December
2020 stood at 271,249 units, compared with 218,775 units in December 2019,
registering a 23.99% growth.

Overall, automobile export reached 4.77 million vehicles in FY20, growing at a

CAGR of 6.94% during FY16-FY20. Two wheelers made up 73.9% of the
vehicles exported, followed by passenger vehicles at 14.2%, three wheelers at
10.5% and commercial vehicles at 1.3%.

EV sales, excluding E-rickshaws, in India witnessed a growth of 20% and

reached 1.56 lakh units in FY20 driven by two wheelers. According to NITI
Aayog and Rocky Mountain Institute (RMI) India's EV finance industry is likely
to reach Rs. 3.7 lakh crore (US$ 50 billion) in 2030. A report by India Energy
Storage Alliance estimated that EV market in India is likely to increase at a
CAGR of 36% until 2026. In addition, projection for EV battery market is
forecast to expand at a CAGR of 30% during the same period.

Premium motorbike sales in India recorded seven-fold jump in domestic sales,

reaching 13,982 units during April-September 2019. The luxury car market is
expected to register sales of 28,000-33,000 units in 2021, up from 20,000-21,000
units sold in 2020. The entry of new manufacturers and new launches is likely to
propel this market in 2021.

12.
4.3Investment:

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$ 25.40
billion between April 2000 and December 2020, according to the data released
by Department for Promotion of Industry and Internal Trade (DPIIT).

Some of the recent/planned investments and developments in the automobile

sector in India are as follows:

In 2019-20, total passenger vehicle sales reached ~2.8 million, while in FY21
(until February 2021) ~2.3 million units were sold

In February 2021, the Delhi government started the process to set up 100 vehicle
battery charging points across the state to push adoption of electric vehicles.

In January 2021, Fiat Chrysler Automobiles (FCA) announced an investment of

US$ 250 million to expand its local product line-up in India.

A cumulative investment of ~Rs. 12.5 trillion (US$180 billion) in vehicle

production and charging infrastructure would be required until 2030 to meet
India‟s electric vehicle (EV) ambitions.

In January 2021, Lamborghini announced it is aiming to achieve sales in India

higher than the 2019-levels, after recovering from pandemic-induced disruptions.

13.
In January 2021, Tesla, the electric car maker, set up a R&D centre in Bengaluru
and registered its subsidiary as Tesla India Motors and Energy Private Limited.

In November 2020, Mercedes Benz partnered with the State Bank of India to
provide attractive interest rates, while expanding customer base by reaching out
to potential HNI customers of the bank.

Hyundai Motor India invested ~Rs. 3,500 crore (US$ 500 million) in FY20, with
an eye to gain the market share. This investment is a part of Rs. 7,000 crore (US$
993 million) commitment made by the company to the Tamil Nadu government
in 2019.

In October 2020, Kinetic Green, an electric vehicles manufacturer, announced

plan to set up a manufacturing facility for electric golf carts besides a battery
swapping unit in Andhra Pradesh. The two projects involving setting up a
manufacturing facility for electric golf carts and a battery swapping unit will
entail an investment of Rs. 1,750 crore (US$ 236.27 million).

In October 2020, Japan Bank for International Cooperation (JBIC) agreed to

provide US$ 1 billion (Rs. 7,400 crore) to SBI (State Bank of India) for funding
the manufacturing and sales business of suppliers and dealers of Japanese
automobile

14.
4.4Government Initiatives:

The Government of India encourages foreign investment in the automobile sector

and has allowed 100% foreign direct investment (FDI) under the automatic route.

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

In Union Budget 2021-22, the government introduced the voluntary vehicle

scrappage policy, which is likely to boost demand for new vehicles after
removing old unfit vehicles currently plying on the Indian roads.

In February 2021, the Delhi government started the process to set up 100 vehicle
battery charging points across the state to push adoption of electric vehicles.

The Union Cabinet outlaid Rs. 57,042 crore (US$ 7.81 billion) for automobiles &
auto components sector in production-linked incentive (PLI) scheme under the
Department of Heavy Industries.

The Government aims to develop India as a global manufacturing centre and a

Research and Development (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.

15.
The Ministry of Heavy Industries, Government of India has shortlisted 11 cities
in the country for introduction of 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 centre for start-ups
working in the EVs space.

In February 2019, the Government of India approved FAME-II scheme with a

fund requirement of Rs. 10,000 crore (US$ 1.39 billion) for FY20-22.

16.
 CHAPTER 5

COMPANY PROFILE
Name: Maruti Suzuki India Ltd.

Type: Public

Founded: 24 February 1981; 40 years ago

Headquarters: New Delhi India

Key people: R.C.Bhargva(Chairman), Kenichi Ayukawa(Managing Director &

CEO)

Products: Automobiles

Commercial vehicles

Automotive parts

Pickup trucks

SUVs

Production output: 1,563,297 units (2020)

Revenue: ₹78,994 crore (US$11 billion) (2020)

Operating income: ₹7,118 crore (US$1.0 billion) (2020)

Net income: ₹5,559 crore (US$780 million) (2020) 17.

Owner: Suzuki motor corporations

No of employees: 15,945 (2020)

Website: www.marutisuzuki.com

Mission:

Mission is the statement of any organisation‟s purpose , what is want to

accomplish in the larger environment and its goal which are specific , realistic,
and motivating. Missions are described over Visions and Visions demand certain
objectives. The main Objectives / Mission of Maruti Udyog Limited are:

1. Modernisation of Indian Automobile Industry. 2. Developing cars faster and

selling for less. 3. Production of fuel- efficient vehicles to conserve scarce
resources. 4. Production of large number of motor vehicles which are necessary
for the Economic Growth. 5. Market penetration, Market developments, similar
product development and diversification. 6. Parter relation management, value
chain, value delivery networks.

Core Values:

 Customer Obsession
 Fast, Flexible and First Mover
 Innovation and creativity
 Networking and partnership
18.
History:

Around 1970, Sanjay Gandhi, Political advisor and younger son to then Prime
minister of India, Indira Gandhi , envisioned the manufacture of an indigenous ,
cost – effective , low maintenance compact car for the Indian middle class.
Indira Gandhi‟s cabinet passed a unanimous resolution for the development and
production of “people‟s car”. Sanjay Gandhi‟s company was christened Maruti
Limited. The name of the car was chosen as “Maruti”, after the name of a Hindu
deity named Marut.

At that time Hindustan Motor‟s Ambassador was the chief car and the company
had come out with a new entrant , the Premium Padmini which was slowly
gaining a part of the market share dominated by the Ambassador. For the next ten
years the Indian car market had stagnated at a volume of of 30,000 to 40,000
cars for the decade ending 1983.

Sanjay Gandhi was awarded the exclusive contract and licence to design,
develop and manufacture the “People‟s car. This exclusive right of production
generated some criticism in certain quarters, which was directly targeted at Indira
Gandhi . Over the next few years the company was side-lined due to the
Bangladesh Liberation war and the emergency.

In the early days under the powerful patronage of Sanjay Gandhi, the company
was provided with free land , tax breaks , and funds. Till the end of 1970‟s the
company had not started the production and a prototype test model was met with
criticism and skepticism.The company went into liquidation in 1977.

19.
Sanjay Gandhi, when Suzuki joined the Govt. Of India as a joint venture
partners with 50% share.

After the death of Sanjay Gandhi, Indira Gandhi decided that the project should
not be allowed to die. Maruti entered into collaboration with Suzuki Motors .
The collaboration heralded a resolution in the Indian car industry by the
production of “Maruti 800”.

The car went into sale on December 14,1983. It created record by taking 13
months to go from design to rolling out car from a production line. By the year
1994 the company had sold up to 1,96,820 cars, mostly by selling its chief
product the “Maruti 800”. By March 1994, it produced one million vehicle ,
becoming the first Indian company to cross this milestone. It reaches the 2
million mark in October 1997, and rolled out its 4th million vehicle an ALTO
(LX)on April 19, 2003.

Maruti Udyog Ltd. is the premium car company in India. Maruti Udyog Limited
(MUL) was established in February 1981 through an act of parliament. The
Company entered into collaboration with Suzuki Motors of Japan to
manufacture cars. The main objectives behind formation of Maruti Udyog
Limited was to meet the growing demand of a personal mode of transport caused
by the lack of an efficient Public Transport System.

Today Maruti Udyog Limited is garnishing share of automobile market in India.

It has completely revolutionised the Indian car market and has brought out
numerous model to cater to every section of society. These ranges from Economy
cars to Luxury cars to Super SUV‟s. 20.
Vision:

Vision of any company is those values on which company works. As the Maruti
Udyog Limited (MUL) is started by governmental initiatives it tends to be more
consumer oriented and hence cost- effective, but on the other hand Suzuki‟s
participation ensures not only need of profit, but the need of maximum profit.
The only way of Nora‟s dilemma of selecting principles for the company‟s
working vision was to maximize profit and sales and hence Maruti Udyog
Limited (MUL) declared its vision as:

“The leader in the Indian Automobile Industry, creating Customer Delight one
and shareholder‟s wealth two eventually become pride of India. Customer
Delight One is making sure that Performance, after sales service and customer
are best and beyond expectations, shareholder‟s wealth two is the prime concern
for running business smoothly. Maruti Udyog Limited (MUL) knows this and
understands “Customer Is King” , he can change the future of any company
hence goes company‟s brand line : COUNT ON US!

21.
PRODUCT PROFILE:

Current models of MARUTI SUZUKI

 Wagon R
 Baleno
 Swift
 Ertiga
 Alto
 Celerio
 Ciaz
 S- Cross
 Vitara Brezza
 Dzire
 Ignis
 XL6
 S-Presso

22.
1.Wagon R(Third generation)

Ex-showroom Price Delhi: 4,79 Lakh onwards

Mileage (ARAI) kmpl 19.3 kmpl

Fuel Type Petrol

Engine Displacement 998 cc

Power 67 bhp @ 6200 RPM

Torque 90 Nm @ 3500 RPM

The third generation Wagon R was launched in India on 23 January 2019. The
third generation Wagon R shares its HEARTECT platform with the Ignis, among
other distant models including Baleno and Swift.[13] As the result, the car is
lighter than the outgoing model while also having a stronger body structure. As
Suzuki distanced the Indian market Wagon R with the Japanese market Wagon R
which its dimensions stuck within the kei car regulation, the third generation
Wagon R become larger than its predecessor. significantly, the car offers larger
legroom and shoulder room at the back, and would be able to properly carry five
people instead of four.[15] Capitalizing its size changes, Maruti Suzuki is
marketing the car as the "Big New Wagon R". 23.
 BALENO

2. Key specifications of Maruti Suzuki Baleno

Ex-showroom Price Delhi: ₹ 5,26,000.00

Mileage: (ARAI) kmpl 21.4 kmpl

Fuel Type: Petrol

Engine Displacement: 1197 cc

Power: 83 bhp @ 6000 RPM

Torque: 115 Nm @ 4000 RPM

Maruti Suzuki Baleno gets a mid-life update with fresh set of cosmetic and added
features inside the cabin. The vehicle is available in four trims – Sigma, Delta,
Zeta and Alpha. The vehicle is available in petrol options.

24.
The vehicle is available in six colour options – pearl artic white, premium silver,
nexa blue, autumn orange, phoenix red and magma grey.

The Baleno hatchback now features a revised bumper which sports a wider
centre air-dam and air ducts on either side which are surrounded by the C-shaped
profile. The new grille features a three-dimensional detailing and has been
slightly tweaked to make the face look wider. The vehicle now gets precision cut
two tone 16-inch alloy wheels.

For freshness, the Baleno now gets black interiors with premium blue detailing.
The hatchback gets a dual tone seat fabric design and an upgraded next
generation Smart play Studio connected infotainment system with Apple Car
Play and Android Auto. The device also gives out vehicle information and alerts
on low fuel, parking brake, etc. Standard safety

3. SWIFT

25.
3. Key features of swift

Price: ₹ 5.73 Lakh onwards

Mileage: 23.2 to 23.76 kmpl
Engine: 1197 cc
Transmission: Manual & AMT
Fuel Type: Petrol
Seating Capacity: 5 Seated

Maruti Suzuki has launched the updated version of its best-selling hatchback
Swift. The facelift gets a brand new engine and a handful of exterior and interior
changes to give it a fresh look. It also gets costlier by Rs 15,000 to Rs 20,000
over the previous model with an inclusion of a new ZXi+ dual tone trim.

Visually, the 2021 Swift features a new chrome stripe on the single-piece front
grille which now has a mesh-pattern. Other highlights include a dual-tone
exterior shade which can be had with the top ZXi+ trim. The three dual-tone
options include – Pearl Arctic White and Solid Fire Red with Pearl Midnight
Black roof and Midnight Blue with Arctic White roof. The projector headlights,
LED DRLs, 15-inch precision-cut alloy wheels, floating roof effect are to be
carried over from the current model.

On the inside, the cabin is highlighted with silver ornamentation and a twin-pod
instrument cluster with a coloured 4.2-inch TFT display. The new Swift is now
benefitted by a cruise control, idle start-stop function, and

26.
key synchronised auto-foldable ORVMs. It continues to be offered with a host of
safety features such as dual airbags, ABS with EBD, reverse parking camera,
driver and co-driver seat belt reminder, and ISOFIX anchorage points.

The talking point of the Swift is a brand new engine in the form of a K12 series
Dual Jet Dual VVT engine with idle start-stop function. Simply put, the same
1.2-litre engine will now return a higher fuel efficiency of 23.20-kmpl in manual
transmission and 23.76-kmpl when paired with the AMT gearbox. The power
figures have also bumped by 7bhp to 89bhp and 113Nm of torque.

4. ERTIGA

Price: ₹ 7.78 Lakh onwards

Mileage: 17.99 to 26.2 km/kg

Engine: 1462 cc 27.

Transmission: Manual & Automatic (Torque Converter)

Fuel Type: Petrol & CNG

Seating
7 Seated
Capacity:

The new-gen Suzuki Ertiga was first showcased at the 2018 Indonesia Motor
Show cover in April. The car has finally been launched and will be sold through
Maruti‟s Arena dealership.

The new-gen Ertiga moves to the new Heartect platform which also underpins
the Swift, Dzire and Baleno. The new Ertiga adopts a bold new styling which
includes a new grille with horizontal louvres flanked by sleeker headlamps. The
headlight units get projectors and LED daytime running lights. The bumpers get
stylish elements like the raked damper around the fog lamps and contrasting
black surrounds. The silhouette retains the floating roof design similar to the
Swift. At the rear, there is a revised tailgate and L-shaped taillights extending to
the D-pillar. The new model has also grown in dimensions. The length has
increased by 100mm to 4395mm. At 1735mm, it is 40mm wider than the older
car and at 1690mm, it is also 5mm taller. However, the wheelbase remains the
same at 2,740mm. The MPV now gets 15-inch alloy wheels wrapped in 185/65
section tyres.

On the inside, the cabin gets a modular layout. A new 6.8-inch infotainment
screen will be „stuck‟ on the centre console with all the features available in the
Swift and Baleno. The flat-bottom steering wheel is retained and adds a sporty
touch to the cabin.

28.
 5. ALTO

5. Key specification of alto:

Price: ₹ 3.00 Lakh onwards

Mileage: 22.05 to 31.59 km/kg

796
Engine:
29

Transmission: Manual

Fuel Type: Petrol & CNG

Seating Capacity: 5 Seated

29.
Maruti Suzuki Alto now gets fresh set of styling and feature upgrades. The
hatchback is available in three variants with a new BSVI compliant engine and
new set of standard safety features. Maruti Suzuki Alto is available in six colour
options to choose from - Uptown Red, Superior White, Silky Silver, Granite
Grey, Mojito Green, and Cerulean Blue. The new Alto gets a new grille up front,
a revised headlamp and redesigned bumpers. The company has also tweaked the
side fender to give it a fresh look. The company claims that the new model
complies with the upcoming crash and pedestrian safety regulation. Moreover,
Maruti Suzuki claims that the new Alto meets the „End of Life Vehicles‟ (ELV)
obligations, which means that the vehicle is now 95 per cent recoverable and 85
per cent recyclable.

30.
 6. CELERIO

6. Key features of Celerio:

Price: ₹ 4.65 Lakh onwards

Mileage: 21.63 to 30.47 km/kg
Engine: 998 cc
Transmission: Manual & AMT

Fuel Type: Petrol & CNG

Seating Capacity: 5 Seater

Launched in February 2014, the Celerio has played a pivotal role in

strengthening Maruti Suzuki‟s position in the entry-level hatchback segment in
India. The car has received its mid-life update in 2017 and with a few changes to
the exterior and the interior, it has now become a petrol-only car after ditching
the 2-cylinder diesel mill.

31.
Its silhouette has all the elements of the small Suzuki hatchback language, but the
fascia and the design is completely new. The front design is part of Suzuki‟s new
design language with a curved mesh grille connecting the headlamps. The
headlamp console and the front bumper have been reworked, giving it a modern
feel while the chrome strip on the grille gives it a premium look.

Both the shoulder-line and waist-line are bold, but they don‟t add much value to
this small car. The top-end variant gets a nice set of alloy-wheels. The rear is
typical Maruti with the tail lamp cluster similar to that of the bigger siblings.
There are multiple horizontal lines here that actually make the car look more
compact from this angle.

32.
 7.CIAZ

7. Key features of ciaz:

Price ₹ 8.51 Lakh onwards

Mileage 20.04 to 20.65 kmpl
Engine 1462 cc
Transmission Manual & Automatic (Torque Converter)
Fuel Type Petrol
Seating Capacity 5 Seated

Maruti Suzuki introduced the updated version of the Ciaz in 2018. This is the
first comprehensive update for the vehicle since its debut in the country. The
updates on the Ciaz are limited to cosmetic and feature updates.

33.
current model is reduced by 15mm to 4,490mm, while the height, width and
wheelbase remain unchanged.

Engine

Under the hood, the Ciaz is powered by the 1.5-litre petrol engine with a Smart
Hybrid technology that generates 103bhp at 6,000rpm and 138Nm at 4,400rpm.
This engine can be had with either five-speed manual or four-speed automatic
torque converter option. The older 1.4-litre K Series engine generated 91bhp and
130Nm of torque.

Exterior

Visually, the Maruti Suzuki Ciaz now gets a sleek grille and a chrome strip on
the top flanked by the redesigned headlamps. The front bumper has a subtle
update with circular fog lamps and a faux brushed metal finish surround that
complement the projector headlamp unit with horizontal LED DRLs.

34.
 8.VITARA BREZZA

8.Key features of Vitara Brezza

Price: ₹ 7.51 Lakh onwards

Mileage: 17.03 to 18.76 kmpl
Engine: 1462 cc
Transmission: Manual & Automatic (Torque Converter)
Fuel Type: Petrol
Seating Capacity: 5 Seated

The Maruti Suzuki Vitara Brezza is available with updated styling, additional
equipment and a new petrol engine. The facelifted Vitara Brezza is available in
three new colour options including Torque Blue, Oven Red and Autumn Orange.
The compact SUV is also available in three new dual tone color options -
Sizzling Red with

35.
midnight Black roof, Torque Blue with midnight Black roof and Granite Grey
with Autumn Orange roof.

Exterior Feature highlights of the Maruti Suzuki Vitara Brezza facelift include
projector headlamps with LED DRLs, new grille, new 16-inch dual-tone alloy
wheels, LED tail-lights and a revised rear bumper for freshness. As for the rear,
the Vitara Brezza gets new LED taillights and a slightly restyled rear bumper.

9. DZIRE

9. Key features of Dzire:

Price: ₹ 5.98 Lakh onwards

Mileage: 23.26 to 24.12 kmpl
Engine: 1197 cc
Transmission: Manual & AMT
Fuel Type: Petrol
Seating Capacity: 5 Seater

36.
Maruti Suzukis expected to launch the Dzire facelift in the coming weeks. The
model will receive an updated fascia that includes a redesigned front bumper,
new hexagon shaped grille with two slats and a chrome border and new fog lamp
housings with chrome inserts. Updates to the rear profile of the model remain
unknown at the moment although we can expect it to feature a reworked bumper.
Also on offer might be new alloy wheels. The Maruti Suzuki Dzire facelift could
be powered by a 1.2-litre K12C DualJet petrol engine that would replace the 1.2-
litre K12B petrol engine. The outgoing engine produces 82bhp and 113Nm of
torque in its current state of tune. The 1.3-litre diesel motor will be discontinued
due to the BS6 emission norms.

10.IGNIS

10. Key features of Egnis:

Price: ₹ 4.95 Lakh onwards

20.89 kmpl
Mileage: 37

1197 cc 37.
Engine:
Transmission: Manual & AMT
Fuel Type: Petrol
Seating Capacity: 5 Seater

Maruti Suzuki Ignis facelift is expected to get a BS6 compliant 1.2-litre four-
cylinder petrol engine that produces 83bhp and 113Nm of torque. The engine
will continue to be mated with a five-speed manual and AMT options.

As seen in the images, the Ignis facelift gets squared chrome insert detailing on
the grille which appears to have been drawn from the recently launched S-Presso.
The vehicle features redesigned bumpers with faux scuff plates at the rear and the
front. The sides appear to be more or less like those on the existing model but
they are likely to be offered with a new set of alloy wheels for freshness.

11. XL6

38
11.Key features of XL6:

Price: ₹ 9.92 Lakh onwards

Mileage: 17.99 to 19.01 kmpl
Engine: 1462 cc
Transmission: Manual & Automatic (Torque Converter)
Fuel Type: Petrol
Seating Capacity: 6 Seater

Maruti Suzuki has always been strong in the people carrier segment right from
the introduction of the Omni in 1984 all the way to the launch of this car, the
XL6 in 2019. It represents the next step in their people carrier models and offers
up the experience of a premium model with six-seats. There four variants with
one engine and two transmission options.

The six-seat premium MPV gets captain seats in the middle row and the feature
list includes cruise control, Smart Play Studio with smartphone connectivity,
automatic headlamps and more. The interior of the XL6 gets all-black theme,
while the dashboard and door pads are highlighted by premium stone accents and
silver highlights.

39
 12. S-PRESSO

12.Key features of X-PRESSO:

Price: ₹ 3.77 Lakh onwards

Mileage: 21.53 to 31.2 km/kg
Engine: 998 cc
Transmission: Manual & AMT
Fuel Type: Petrol & CNG
Seating Capacity: 4 & 5 Seated

Maruti Suzuki S-Presso is available in six variants and six colour options in
India. Underneath, the S-Presso is based on the Heartec platform which is
strengthened by an impact absorbing structure. At the time of launch, the
company claimed that the S-Presso offers the best-in-class turning radius of 4.5-
metres. Moreover, Maruti Suzuki has introduced the S-Presso in India as a mini-
SUV. 40.
AWARDS AND ACHIVEMENTS:

2005

1.Number one in JD Power SSI for the second consecutive year 2.Number one in
JD Power CSI for the sixth time in a row - the only car to win it so many times
M800, WagonR and Swift topped their segments in the TNS Total Customer
Satisfaction Study Leadership in the JD Power Initial Quality Study - Alto
number one in its segment for the 2nd time in a row, Esteem number one in its
segment for the 3rd year in a row, Swift number one in the premium compact
segment WagonR and Esteem top their segments in the JD Power APEAL study

3.TNS ranks Maruti 4th in the Corporate Reputation Strength (CSR) study (#1 in
Auto sector)-Feb 05

4.Maruti bagged the "Manufacturer of the year" award from AutocarCNBC (

2nd time in a row)-Feb 05 First Indian car manufacturer to reach 5 million
vehicles sales

5.Business World ranks Maruti among top five most respected companies in
India-Oct 04 Maruti ranked among top ten (Rank7) greenest companies in India
by Business Today - Sep '04

41.
1.Maruti Suzuki was No. 1 in Customer satisfaction, No. 1 in Sales Satisfaction
No.1 in Product Quality (Esteem and Alto) and No. 1 in Product Appeal (Esteem
and Wagon R) No. 1 in Total Customer Satisfaction (Maruti 800, Zen and Alto)

2.Business World ranked us among the country's five most respected companies

3. Business World ranked us the country's most respected automobile company

Voted Manufacturer of the year by CNBC

4. Voted one of India's Greenest Companies by Business Today-AC Nielson

ORG-MARG.

2003

Maruti 800, Maruti Zen and Maruti Esteem make it to the top 10 automotive
brands in "Most Trusted Brand survey 2003" J D Power ranked 3 models of
Maruti on top: Wagonr, Zen and Esteem Maruti 800 and Wagonr top in NFO
Total Customer Satisfaction Study

2001

MUL tops in J D Power CSI (2001) for 2nd time in a row: another international
first

2000

Maruti bags JD Power CSI - 1st rank; unique achievement by market leader
anywhere in the world

42.
 CHAPTER 6

DATA ANALYSIS AND INTERPRETATIONS

Analysis:

GENDER
00

27.30%
MALE
FEMALE
72.20%

Interpretations: It is inferred that people for gender male 8 respondents

72.20% in the total. After gender female 3 respondents 27% in the total.

Analysis:

AGE
1%0 0

18 to 26
27 to 34
35 to 42
99.90% 42 above

Interpretations: It is inferred that people for age group 18 to 26 is 10

respondents 99% in the total. And for the age group 35 to 42 is 1 respondents 1%
in the total.

43.
Analysis:

occupation

self employed

34.60% 27.30% business people

salaried
professionals
27.30% others

9.10%

Interpretations: Out of 11respondents 27% respondents occupation is self-

employed. 27% respondent‟s occupation is salaried and 9% for professionals and
35% highest for others.

Analysis:

MODEL OWN
9.10% 9.10%
OMINI
9.10%
ALTO 800
WAGNOR
SWIFT
45.50% 27.30%
SWIFT DZIRE
ERTIGA
CELERIO

44.
Interpretation: Above data shows that the Car model Swift Dzire is own
become highest amongst them with 45% in the total. Second highest own car
model is Swift with 27% following Celerio, Alto800 and Wagnor with 9.10%
with each respectively.

Analysis:

FAVORITE CAR
0 0
OMNI
9.10%
ALTO 800
WAGNOR
SWIFT
54.50% 36.40%
SWIFT DZIRE
ERTIGA
CELERIO

Interpretation: Above data shows that the first preference to favourite car is
given by respondents to Swift Dzire in the total.

Following Second Swift with 36% and Wagnor with 9.1% in the total.

45
Analysis:

FIRST PREFERNCE

QUALITY SERVICES
27.30%
36.40%
PRICE
GOOD DESIGNS
9.10%
MILEAGE
27.30%

Interpretation: Above data shows that the first preference in the terms of
services by respondents is given to quality services with 34% then followed by
the price, Mileage and Good designs with

27%,27%,9.1 % each respectively.

Analysis:

SECOND PREFERENCE
9.10%

FORD
HYUNDAI
54.50% 36.40% TATA
VOLKSVAGEN

46.
Interpretation: Above data shows that the second preference after Maruti
Suzuki is given to Tata with 55% with amongst them all. The next is followed by
Hyundai and Ford with 36.40% and 9% each respectively.

Analysis:

SERVICE
9.10% 0

18.12% EXCELLENT
VERY GOOD
FAIR
72.70% POOR

Interpretation: Above data shows that the Service Quality satisfaction shown
by respondents in which very good rank highest.

Analysis:

SATISFIED WITH PRICE

YES
NO

100%

47.
Interpretation: Above data shows that the people are 100% satisfied with the
price of Maruti Suzuki.

Analysis:

ANY CHANGES IN CAR

0

18.20%
36.40% YES
NO
MAYBE
45.50%

Interpretation: Above data shows that 45% people thinks that there is no need
to change in the car with followed 36% with think that yes and maybe with 18%
in the total.

Findings based on analysis:

Limitations:

Survey was restricted in Pune area. They may be few opinions, which might have
been missed out. The accuracy of the analysis and conclusion drawn entirely
depends upon the reliability of the information provided by the respondents.
Sincere effort were made to cover maximum departments of the employees, but
the study may not be reflected the entire opinion of the employees behaviour,
name new and better things may emerge in new future, which can‟t be safeguard
in this report.

48.
Suggestions:

There is need for Maruti Suzuki to differentiate itself from past . This can be
done by becoming more customer friendly to the Indian as well as Asian market.

Due to the opening of the Indian market that means globalisation and due to
entry of many competitors in the Indian automobile market Maruti should project
itself more aggressively to the low end, means market with its low range ( but
high quality ) products.

Maruti was established to provide low cast cars to the Indians so it should carry
on its objectives but it should also focus on the customer satisfaction by
providing them quality products at low cost.

Maruti have developed a brand name and the customer have a high brand
preference. There is need to in cash on this by continuing to launch good quality
products.

Conclusion:

This chapter concludes the study by highlighting the key findings of the study
and some recommendations for Maruti Suzuki for future.

The aim of the study is to critically analyse Maruti‟s marketing strategies in

India and to examine the effect on its sales . For this purpose secondary sources
were used to collect information about the Marketing Strategies of Maruti
Suzuki.

49.
The conclusion that can be drawn are :

1. The main driver of the sales of Maruti cars in India are the Product features.

2. The marketing strategies though aggressive and very customer specific are
not prime force towards the sales.

3. The prices of Maruti cars are competitive but they are not the price leaders.

4. However much information on the distribution network cannot be gathered.

50.
Reference:

 https://en.wikipedia.org/wiki/Maruti_Suzuki
 https://www.carwale.com/maruti-suzuki-cars/baleno
 https://www.google.com/search?q=automobile+industry&rlz=1C1RLNS_e
nIN944IN944&oq=automobile+&aqs=chrome.1.69i57j0i67i433j0i67j0l2j0
i457j0j69i60.14538j0j4&sourceid=chrome&ie=UTF-8
 https://www.marutisuzuki.com/corporate/about-us
 https://www.capitalmarket.com/Company-Information/Information/About-
Company/Maruti-Suzuki-India-Ltd/549

51.
 ANNEXURE:
1. What is your name?

2.What is your Age?

3.What is your gender?

o Male
o Female

4.What is your occupation?

o Self employed
o Business
o Salaried
o Professionals
o Others

5. Which model in MARUTI SUZUKI car do you own?

o OMNI
o ALTO 800
o WAGNOR
o SWIFT
o SWIFT Dzire
o ERTIGA
o CELERIO

52.
 6. Which is your favourite car in MARUTI SUZUKI?

o OMNI
o ALTO 800
o WAGNOR
o SWIFT
o SWIFT Dzire
o ERTIGA
o CELERIO

7. Why are you giving first preference to MARUTI SUZUKI while

buying car?

o Quality Service
o Price
o Good Designs
o Mileage

8. Which company is your second preference after MARUTI SUZUKI?

o Ford
o Hyundai
o Tata
o Volkswagen

53
 9. What is your opinion about service of MARUTI SUZUKI comparing
with others?

o Excellent
o Very good
o Fair
o Poor

10. Are you satisfied with the price of MARUTI SUZUKI comparing
others?

o Yes
o No

11. Do you want any changes in MARUTI SUZUKI cars?

o Yes
o No

12. What is your option if they are giving diesel option for
WAGNOR, Alto, Celerio?

o Will be successful
o Will be failure

54