A

Project Report On

A STUDY ON FACTORS INFLUENCING

CONSUMER BUYING BEHAVIOR TOWARDS
MARUTI SUZUKI CARS IN SURAT CITY

A Report Submitted to

SDJ International College, Vesu

Affiliated to: Veer Narmad South Gujarat University, Surat

For,

Partial requirement for the fulfillment of the Degree of

Bachelor of Business Administration (BBA)

Submitted by:
Ronak Poddar Vipin
Roll No.: 120
SPID:2020008953

Under the Guidance of

Dr. Milind H. Parekh
SDJ International College,
(BBA PROGRAMME)
April 2023
 DECLARATION

I, MR. Ronak Poddar, student of TYBBA (Sem.VI), hereby declare that the

project report entitled “A Study on factors influencing consumers

buying behavior towards maruti suzuki cars in surat city” is the original

piece of research work carried out by me under the guidance and

supervision of Dr. Milind H. Parekh, Assistant Professor, SDJ

International College, affiliated to Veer Narmad South Gujarat

University, Surat. I further declare that all the data and information

collected through secondary sources are duly acknowledged in the report.

-------------------
Date: Ronak Poddar
Place: Surat Roll No.:120
SPID:2020008953
SDJ International College, Vesu
 Acknowledgements
At this point, when I am about to finish my project work, it is my privileged
opportunity to thank all those people for their contribution provided to this research
work.

Firstly, I wish my heartfelt thank to in-charge principal of this college Dr. Aditi
Bhatt, who always motivate us to fulfill our dreams and lead us in the direction of
growth. She has given her valuable inputs for effective completion of this project.

Next, I would like to thank our IQAC Coordinator, Dr. Vaibhav Desai, who always
work and think in the direction of betterment of the students and institute as well as
supporting us with all the necessary resources to finish our three golden years of
graduation.

I cannot forget the contribution of my project guide Dr. Milind H. Parekh, without
the support of whom I would have never completed this report. His constant help,
guidance and continuous teaching has given me so many inputs on academic as well
as non-academic front.

I also would like to thank Dr. Milind H. Parekh for coordinating Winter Internship
Project in the right direction.

I would also like to thank Ms. Kinjal Patel, Librarian, with the effort of whom, we
could get the insights and learning from past years reports.

Lastly, I would thank all my friends, respondents and other persons directly or
indirectly, who have supported me in completing this report.

April, 2023 Ronak Poddar

Surat
 TABLE OF CONTENT

TITLE PAGE
NO.
CHAPTER 1 INTRODUCTION 1

1.1Introduction 2
1.1.1 Definition 2
1.2 Indian Automonlie industry 4
1.3 Car Market Perception 5
1.4 Necessity of Car 5
1.5 Effects of car on societies 6
1.6 Types of Car Segment 7
1. A-Segment 7
2. B- Segment 7
3. C- Segment 8
4. D- Segment 9
5. E- Segment 9

6. M- Segment 10
7. J- Sports Utility Vehicles 12
8. Crossovers 14
1.7 Factors Influencing Car Purchase Decision 14

1.8 Customer expected satisfaction attributes 15

1.9 Factors affecting buyers’ behavior in purchasing a car 15
1.10 History of Maruti Suzuki 17
1.11 Affiliation with Suzuki 17
1.12 Market liberalization of Suzuki 18
1.13 Production and manufacturing facilities of Market Suzuki 20
1.14 Maruti Suzuki safety Measures and Evolution 21
1.15 Sales and service network of Maruti Suzuki 22
1.16 Maruti Finance 22
1.17 Anti- competitive dealer policies of Maruti Suzuki 23
CHAPTER 2: REVIEW OF LITERATURE 24
2.0 Introduction 25
2.1 Literature Review 25
CHAPTER 3: RESEARCH METHODOLOGY 34
3.1 Problem Identification 35
3.1.1 Problem statement 35
3.2 Research Objectives 31
3.7 Limitations of the report 35
3.8 Chapterisation of the report 38
CHAPTER4 DATA ANALYSIS AND INTERPRETATION 39

CHAPTER 5 FINDINGS, CONCLUSIONS AND RECOMMENDATION 47

5.1 Findings 54
5.2 Conclusion 56
5.3 Recommendation 57
BIBLIOGRAPHY 58
ANNEXURE
 LIST OF TABLES

TABLE NO. TITLE PAGE NO.

3.8 Chapterisation of the report 31

4.1 Age group of the 40

respondents
4.2 Gender of the respondents 41

4.3 Marital Status 42

4.4 Occupation 43

4.5 Education 44
4.6 Annual Income 45
4.7 Sources Of Information 46
4.8 Variables to buy a Maruti 48
Suzuki car
4.9 Factors affecting to purchase 49
car
4.10 Satisfaction level for 50
sales/service provided by
dealer
4.11 Satisfaction level of your 51
present car
4.12 Would you buy a car of the 52
same brand/model
 LIST OF FIGURES

FIGURE NO. TITLE PAGE NO.

4.1 Age group of the 40
respondents
4.2 Gender of the respondents 41

4.3 Marital Status 42

4.4 Occupation 43

4.5 Education 44
4.6 Annual Income 45
4.7 Sources Of Information 46
4.8 Variables to buy a Maruti 48
Suzuki car
4.9 Factors affecting to purchase 49
car
4.10 Satisfaction level for 50
sales/service provided by
dealer
4.11 Satisfaction level of your 51
present car
4.12 Would you buy a car of the 52
same brand/model
CHAPTER 1: INTRODUCTION

1
 CHAPTER 1: INTRODUCTION

1.1 Meaning and Definition

1.1.1 Definition:
Consumer behavior is the study of individuals, groups or organizations and the processes
they use to select, secure, use and dispose of products, services, experiences or ideas to satisfy
needs and the impacts that these processes have on the consumer.

Purchasing Four-wheeler includes the decision process which depends on the

Factors Consumer Buying behavior

Everyone, in some way or the other, is a consumer. Process through which we buy products
and services is different for every one of us and for every category of the product. Today's
market is driven and dominated by consumers and that is the reason he is considered the King.

Thus, the decision of, to be or not to be of a preferred brand or product depends solely on
the choice of consumers. Understanding the buying behavior of the target market is the essential
task of marketing manager under modern marketing (Kotler, 2009). It is not easy to predict
the complex mind of the consumers as each individual is a unique product of genetics,
environment and experience. If this riddle is solved then that may yield vast fortunes and if
solved inaccurately may lend up in the situation of loss and that to of millions of rupees. For this
reason, the buyer's mind has been categorized as a black box, which should be opened by the
seller in his favor to be a successful marketer (Gowtham, 2014).

The understanding of consumer behavior is a success key to the business organizations.

Consumer behavior is the study of how a customer, or a group of customers select, buy, use,
and dispose ideas towards the products or services in order to satisfy their needs and wants
(Chand,

2
n.d.). The personalized marketing analyzed the pattern of buying behavior of a consumer.
After the analyzed of personalized behavior, the prediction of future trend can be done easily
(Kumar, John, &Senith, 2014). According to Engel, Blackwell, and Mansard,"consumer
behavior is the actions and decision processes of people who purchase goods and services for
personal consumption". According to Louden and Bitta, "consumer behavior is the decision
process and physical activity, which individuals engage in when evaluating, acquiring, using or
disposing of goods and services" (Chand, n.d.). According to Lerne, "Consumer behavior
involves the study of how people--cither individually or in groups--acquire, use, experience,
discard, and make decisions about goods, services, or even lifestyle practices such as socially
responsible and healthy eating" (Perner, n.d.). The five stages are in the consumer buying
decision process are Problem recognition, Information search, Evaluation of alteratives,
Purchase decision, and post purchase behavior.

Consumer Buying behavior considers the many reasons personal, situational, psychological,
and social why people shop for products. buy and use them, sometimes become loyal customers.
and then dispose of them.

Today even marketers pay for search advertising, or ads that appear on the Web pages, as likes
to find out what Favour interest a consumer. Businesses often try to influence a consumer's
buying behaviour with things they can control such as the layout of a store, music, grouping
and availability of products, pricing, and advertising. Some of the factors results in a
temporary influence and others are long lasting (Sangeeta Gupta, 2013).

With this backdrop the present paper made an attempt to assess the factors that mostly
influence the customers buying decision of the Maruti Suzuki Cars.

3
1.2 Indian Automobile industry

In 1897, the first car ran on an Indian road. Through the 1930s, cars were imports only, and
in small numbers.

The Automobile Industry is one of the fastest growing sectors in India. The increase in
the demand for cars, and other vehicles, powered by the increase in the income is the primary
growth driver of the automobile industry in India. The introduction of tailor-made finance
schemes, easy repayment schemes has also helped the growth of the automobile sector. The
automotive Industry directly and indirectly employs 13 million individuals in India. The
industry is valued at about USS 35 billion contributing about 3.1 percent of India's GDP
(nominal). India's cost competitive auto components industry is the 2nd largest in the world. In
addition, India's motorcycle market is also the 2nd largest in the world with annual sales of
around live million units. India has become one of the international players in the automobile
market.

The Indian Automobile industry is at present engaged in mergers and acquisitions on

the international scale.

Some of the Major Characteristics of Indian Automobile Sector are :

• India is the 4th biggest commercial vehicle market in the world.

• India ranks 2nd in the global two-wheeler market.

• India ranks 11th in the international passenger car market.

• India ranks 5th pertaining to the number of bus and truck sold in the world. • It is expected that
the automobile industry in India would be the 7th largest automobile market within the year
2016. 74 M. N. Mohamed Abusali Sheik & E. Mubarak Ali. • Expected to become the world's
3rd largest automobile market by 2030, behind only China and the US.

4
• The Indian automobile industry's foreign sector worth US$ 515 million. The passenger
car industry in India has grown steadily during the last few years expect during the year 2000-
01 when there was negative growth due to global economic recession. Passenger car industry
in India has 15 manufacturers with an installed capacity of 12, 37,000 units.

1.3 Car Market perception

It is true fact that if you are satisfied you recommended to others. Word of mouth and
customer satisfaction play a very important role in determining market perception about an
automobile. It is the market perception that determines the success of a company and so it is very
important for the car manufacturers to measure the "willingness of existing users of a product to
recommend it to others".

The same is a lot of interest to customers as well for it helps them make the purchase decision. A
car is one of the most significant purchases that an Indian household makes and this
project addresses the most important question that perplexes car manufacturers: "What makes
the perfect car that influence will wilfully purchase?"

In Indian car industry, small car segments have played a very crucial and significant role due
to its economy, efficiency and effectiveness. Due to invasion of foreign cars into Indian
markets, the pace of competition has hiked. This has brought into market, number of Brands and
their variants competing to with each other. All these factors have resulted in flux in the minds
of the customers as to which brand to go for. In other words, Brand-switching is gaining
the momentum. So, to position the brand in the minds of the customers the company or dealer
should keep the track of this shift in preferences. Hence the main purpose of this research is to
study the "Consumer Buying behaviour in Four-Wheeler Market with respect to Surat city".

1.4 Necessity of Car

In the fast-moving world everything once considered luxury has swiftly become essential.
car comes under category of one mode of transportation. Owning car gives a status to some but

5
it becomes a mode of transport for others to commute to various places for carrying out
official obligations. at the same times particularly our Nation as emerging economy the standard
of living of the middle-class people has considerably been on the upward. so, for deliberate
social status some people own under compulsions from family. People also want comfort and
hassle free travel. a decade back owning a motor cycle was too a social status. now it is relegated
to the [position of Bi-cycle the same way now the motor cycles taking backward position and
car takes a steadfast stride and becoming a necessity for one other or other reason in the
growing
economy, the increasing population of cars on the roads make the traffic a heavy and bumper- to
bumper one is tangible evidence. Hence it is sharp reality is that car is a necessity by majority.

1.5 Effects of the car on societies

Since the start of the twentieth century, the role of cars has become highly important,
though controversial. They are used throughout the world and have become the most popular
mode of transport in many of the more developed countries. In developing countries, the effects
of the car on society are not as visible, however they are nonetheless significant. The
development of the car built upon the transport sector first started by railways. This has
introduced sweeping changes in employment patterns, social interactions, infrastructure and the
distribution of goods.

Despite the positive effects on access to remote places and mobility, comfort provided by
the automobile, allowing people to geographically increase their social and economic
interactions, the negative effects of the car on everyday life are not negligible. Although the
introduction of the mass-produced car represented a revolution in industry and convenience,
creating job demand and tax revenue, the high motorization rates also brought severe
consequences to the society and to the environment. The modern negative consequences of
heavy automotive use include the use of non-renewable fuels, a dramatic increase in the rate of
accidental death, the disconnection of local community, the decrease of local economy, the rise
in obesity and cardiovascular diseases, the emission of air and noise pollution, the emission of
greenhouse gases, generation of urban sprawl and traffic, segregation of pedestrians and other

6
active mobility means of transport, decrease in the railway network, urban decay and the high
cost per unit-distance on which the car paradigm is based.

1.6 Types of Car Segment

1. A-Segment (Mini Hatchbacks)

 Hatchbacks in this segment for one are way less than 4 meters in length. ∙ These mini
hatchbacks possess a small engine that offers ample power that does the job of city
commutes well.
 Besides, these small engines are efficient. Talking about the engines here in India
this segment only offers a petrol engine.

 For even more convenience the A-segment hatchbacks also have an option of an
AMT gearbox.
 Talking about the features they have a right amount of with no fancy going on form
them. In one way or the other, this is a boon as it helps to keep the costs low.
 Cars in this segment include Maruti Suzuki S-Presso, Renault Kwid, Datsun Go
and more.
2. B-Segment (Small Hatchbacks)

 The B-Segment hatchbacks possess a length of just under 4 meters. Viewing from
the front, small hatchbacks are also a little wider and taller than the smaller segment. ∙ A
decent-sized engine runs these hatches. The engines range anywhere from 1.0-litre turbo
petrol to a 1.2litre 4-cylinder engine.
 For long daily travel one can opt from diesel as well as a petrol engine depending
upon the car manufacturer.
 Talking about the drivetrain, one can opt for a proper automatic, like a CVT or a
DCT. There is also an option of an AMT.

7
  Car features are where B-Segment shines. The cars get a lot of premium features
with premium quality interiors.
 Cars in this segment include Tata Altroz, Maruti Suzuki Swift, Maruti Suzuki
Baleno, Honda Jazz and more.

3. C-Segment (Small Sedans or family cars)

1) Sub-Compact Sedans

One that needs sedans for carrying that extra luggage and want to commute through the
cities gets a sub-compact sedan. Diving a bit deep here is what this segment offers.

 Generally, these are the sub-4-meter sedans that share more or less the same platform as
a B-segment hatch. FYI they do not compromise on the safety and comfort of the
vehicle.
 The powertrain and drivetrain are also similar to their hatchback counterparts.
 Well, looks being subjective subcompact sedans have a mixed bag of reviews, some
look proportioned and some look more of a box than a car.
 Sub-Compact segment of a car includes Hyundai Aura, Honda Amaze, Maruti
Suzuki Dzire.

2) Small Sedans

This is where the problem of maneuvering a car starts. Small sedans are large on space on
the inside and out. This is the reason, they offer a luxurious experience on the inside. Here is
more about the segment.

 Unlike the sub-compact segment, these are manufactured from the ground up and do
not share their platform hence making them unique. With that, cars in small C-Segment

8
 offer a decent length and width that makes it somewhat difficult to do city commutes.
For reference, they measure far more from 4 meters in length
 Bigger size also increase the weight, hence it is evident to get a bigger engine
anywhere from a 1.5-litre to a 1.6-litre.
 Both Diesel as well as petrol engines are on offer.
 For utter convenience and comfort, the cars also offer an automatic transmission.
That includes a torque converter, a DCT or a CVT.
 The cars in this segment include Hyundai Verna, Honda City, Toyota Yaris,
Maruti Suzuki Ciaz and more.

4. D-Segment (Mid-Sized Family cars or Sedans)

Stepping up a notch in terms of luxury are the Mid-Sized family cars or sedans. As the
name suggests they are more expensive and offer a lot more than the smaller C-Segment sedans.
Here is what you get in segment.

 Bigger better and larger is what that defines this D-segment sedan. Yes! C-
segment sedans are long, these sedans are even longer making them harder to
manoeuvre. ∙ This is where the powertrain and the drivetrain don't matter, but it is the
interior and amount of luxury features that are a concern. The owners of these sedans
spend most of their time in the back seat relaxing the city commute.
 Honda Civic, Skoda Laura, Hyundai Elantra, and BMW 3-series are some of the cars
that are a part of this family.

5. E-Executive Segment (Executive Luxury Cars)

Still not convinced with the luxury? Well, the executive is the segment you should look for.
These cars are classified as 5-start hotels on wheels. There would be no feature now in
the automobile industry that these cars don't come with.

9
  These luxury sedans are even longer and wider, opening up more space on the inside.
How much more space? you may ask, well enough for a 6 footer to stretch his/her legs
on the rear seats. This is possible because of the long wheelbase.
 From the letter E, these shout excellence and luxury making them famous among
the business class.
 Talking about the engine will be a disgust to these cars, as they come with quite a
punch to propel these beasts off the line quickly.
 Cars that come in this segment are Audi A6, BMW 5-Series, BMW 7-series and
more.

6. M- Multipurpose cars (MPVs)

like the sedans, MPV segment is also a fairly wast segment having people hauliers of all
shapes and sizes. These multipurpose cars also are segmented based on the size and offer a great
value of money as they haul a minimum of 6 people.

1) Small MPVs

Starting with the small MPVs, as the name suggests these sit at the very bottom of the size
chart. Being small lets them have many advantages over their bigger family members.

 Talking about the size, the length of the vehicle revolves around 4 meters making
them quite manoeuvrable in day-to-day city traffic.
 Their small size lets them have a smaller engine which in turn makes them a bit
cheaper to min and maintain

10
  The seating capacity can range anywhere from 6-7-seater depending upon the car
and its manufacturer.
 Small MPs sure can be a boon the city traffic but when it comes to highway cruising
the small engine acts as a bottleneck in the picture.
 Now in India there aren't many cars in this segment but for reference, Renault Triber
and Maruti Suzuki are the MPVs sold right now. But talking about last, Honda BR-V
and Mobilio were also a part of this segment.

2) Medium MPVs

By the name, it is evident they sit in the middle of the size charts in the MPV segment.
The seating capacity may remain the same but the overall leg and headroom are what that
these MPVs worth buying.

 All the MPVs in this segment are fairly casy to manoeuvre but the length may be
an obstacle when parking in tight spots.
 Slightly bigger size leads to a slightly better engine. Making them a fair deal
considering the power and size combination.
 On the features part, they come with adequate safety equipment and elements to
entertain its occupants.
 Cars that come under this segment are Mahindra Marazzo and Toyota
Innova

. 3) Large MPVs

The second word for these large MPVs is the minibus. Thinking Luxury? talking
sitting capacity? considering features? want comfort? more power? 5 problems one solution,
these large MPVs cover everything you ask for.

11
  These huge MPVs can accommodate upward of 8 people and that too with comfort.
 Well, also is a curse driving in the cities. The sheer width of these humongous
MPVs makes them difficult to manoeuvre in stop and go traffic.
 With bigger size comes great responsibility of hauling more people, so these MPVs
pack a serious punch under the hood. This coupled with an automatic transmission offer
right convenience.
 From TV's to Minibars, large MPVs have more than one would as for. That said,
when travelling long distances these can be really good companions.
 Toyota Vellfire and Kia Carnival are among some large MPs that are offered in
India.

7. J- Sports Utility Vehicles (SUVs)

Ending the list with the most anticipated and famous J- segment. All the Sports Utility
Vehicles or in short SUVs some under this family. Be it off-road or soft road, these gulp
everything one throws at it.

1) Sub-Compact SUVs

This is a segment that is not so common in the Indian market. In simple terms, the smallest
SUV come under this category. These are among the best to manoeuvre in the city with heavy
traffic.

 Similar to the subcompact sedans these are the ones those measure less than 4 meters
in length.
 These SUVs do what they do the best without any gimmicks. Sub-compact SUVs offer
a decent engine with the convenience of an automatic.
 One can opt from diesel and a petrol engine depending upon the manufacturer. ∙ When it
comes to bells and whistles, they come with adequate features in and out with
no compromise in basic things.

12
  Ford Ecosport, Maruti Suzuki Vitara Brezza, Tata Nexon, Kia Sonet, and Hyundai
venue are among the top-selling sub-compact SUVs here in India.

2) Compact SUVs

On top of those small SUVs come the Compact SUVs which offer the most bang for your buck.
Transporting people at a certain comfort over bad roads like India's is what that makes it
an amazing deal.

 The compact size comes with convincing of maneuvering the vehicle in the city
with ease. Making them hassle-free to park and zip through.
 The size coupled with a powerful engine with many transmission options makes
them worth buying as they have everything for every customer's specific needs
 Unlike the sub-compact SUVs, these come with most of the latest tech and they keep
you entertained on the go. Surely these are the perfect companions for those long trips in
the mountains.
 Hyundai Creta, Kia Seltos, Nissan Kicks, and Renault Duster are among the best SUV
in this segment.

3) Mid-Size SUVs

The Segment that sits right in between the compact SUVs and full-grown SUV are the
midsized vehicles. With size, they also offer more seating space as compared to their smaller
companions. That said here is what these SUVs come with.

 Driving an SUV of this segment in crowded metro cities can be a hassle because of
their size.
 They are large, I get it but they also offer capabilities of talking more people with you
on trips. An average Mid-Sized SUV can haul anywhere between 5-8 people. ∙ The trips

13
 with these cars will be a luxury as they come equipt with the latest tech and safety
features so that you enjoy the trip and the not exertion.
 That said, some of these SUV also comes with a 4X4 drivetrain to go wandering
in woods.
 SUVs that come under this family are Tata Harrier, Mahindra XUV500, MG Hector
Plus and more.

4) Large SUVs

Some fancy the large, big and bulky SUVs that are built to last. One can throw anything at
them and they'll cross them with though any worry.

 Typically one would not recommend taking these huge SUVs out on the city traffic.
You'll surely have a hard time controlling them on the city roads filled with two-
wheelers zipping though. Blind spots are common in these bulky SUV.
 Though to overcome these blind spots they do have an equally advanced kit to
tackle those problems.
 Under the hood, a brawny engine is a must to drive the weight of the car. That said,
they usually come with only an automatic transmission to save the hassle of shifting and
let vou focus on taming the beast.
 On the features there is nothing to complain about at the high price justifies that
they'll surely have everything.
 Ford Endeavour, Toyota Fortuner, Toyota Land Cruiser, BMW X5 is among the
large SUVs.

8. Crossovers

The segment that wasn't famous and has seen a drastic dip in the cars that fall in this category
is the crossover family.

14
  In simple words, these are the hatchback on stilts. Keeping that in mind, they are
fairly easy to man oeuvre in the city traffic and also easy to park.
 Talking about the engine, they mostly have similar power figures as the compact
SUVs.
 In terms of features, they are quite feature-loaded and there is nothing to complain
about.
 Cars that belong to this family are the Maruti Suzuki S-Cross and Honda W-RV. B-
RV was also a part but sadly it has been discontinued from the Honda's lineup.

1.7 Factors Influencing Car purchase Decision

The project highlights the factors that influence the buying decision of
consumer. The factor under consideration would be:

 Price
 Income of the consumer o Features in the car
 Safety standard
 Warranty scheme
 Finance facility

1.8 Customer Expected Satisfaction Attributes

Major attributes of customer satisfaction can be summarized as:

 Product quality
 Product packaging
 Keeping delivery commitments
 Price

15
  Responsiveness and ability to resolve complaints and reject reports
 Overall communication, accessibility and attitudes

1.9 Factors affecting buyers' behavior in purchasing a car

Attitude also plays a pivotal role in determining the decision in purchasing a car. Attitude
is related to what a person feels or beliefs about something (Babu et al., 2010). Ajzen and
Fishbein (1980) defined belief as underlying attitudes and subjective norms that ultimately
determine human intention and behavior. Apart from this, Blackwell et al. (2001), reported
demographics, psychographics, values and personality can affect the decision process and
buying behavior. For example, consumers tend to limit their consideration to the previous brand
when they are old, have low education level, and when their income is not high (Greenleaf et al,
1995).

Other demographic elements that may influence consumers purchasing behaviours

are neighborhood, gender, age, education, employment information and also houschold
information such as the number of people in the household, age group, as well as personal and
houschold income (Choo, et al., 2004). Buyer decisions are also influenced by personal factors
such as stage in life cycle, occupation, economics circumstances, lifestyle, personality and self-
concept. (Kotler, 2003) The criteria of the product such as the price, quality, and reliability have
great influence in the car purchasing decision. Each person brings three primary resources into
every decision-making situation; time, money and information reception and processing
capabilities. The most common variable in the selection of a car model is price (Choo &
Mokhtarian, 2004). It is generally accepted that consumers use price as indicators in valuing
both product cost and quality. The price of a car is shown to be important for both male and
female buyers, but for different reasons.

For male buyers, paying a higher price for a car meant that they could have higher
expectations and impress others more, whereas for female buyers a higher price was more
important in assuring them that their car would perform as it should

16
The factors which could explain consumers' preference towards a local car were:

i. Attribute of the car

ii. Car maintenance

iii. Acquisition process

iv. Attitude of the consumers

v. Price of the car

The most important factor affecting preference towards a local car was the attribute of the
car itself. The components included in the attribute of the car were safety features of the car,
design of the car, quality of the car, quality of after sales service, workmanship, prestige of
owning the car, delivery period, fuel consumption and resale value of the car. The second factor
influencing their preference towards the local car was the maintenance of the car. It included
maintenance and repairs, availability of the expertise in maintenance and repairs, availability of
the spare parts, cost of maintenance and price of the spare parts. The third important factor
affecting their preference was the acquisition process, which included availability of financing,
influence from family members, warranty and durability of the car. Next was about the attitude
of the consumers which included level of nationalism, intention to impress others and popularity
of the car. The final important factor influencing their preference towards a local car was the
price of the car.

1.10 History of Maruti Suzuki

Maruti Udyog Limited was founded by the Government of India on 24 Jan 1981 with
Suzuki Motor Corporation as a minor partner, only to become the formal JV partner and license
holder of Suzuki in August 2021. The first manufacturing factory of Maruti was established
in Gurugram, Haryana, in the same year.

1.11 Affiliation with Suzuki

17
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 Indias
closed markel, Maruli received the right to import 2 fully buil-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 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.
Local production commenced in December 1983 with the introduction of the SS30/SS40 Suzuki
Fronte/Alto-based Maruti 800. 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.

In 1985, the Suzuki SJ410-based Gypsy, a 970 cc 4WD off-road vehicle, was launched. In
1986, the original 800 was replaced by an all-new model of the 796 cc hatchback Suzuki Alto
(SS80) and the 100,000th vehicle was produced by the company. In 1987, the company started
exporting to western markets, when a lot of 500 cars were sent to Hungary. By 1988, the
capacity of the Gurgaon plant was increased to 100,000 units per annum.

1.12 Market liberalization Of Suzuki

In 1989, the Maruti 1000 was introduced and the 970 cc, three-box was India's
first contemporary sedan. By 1991, 65 percent of the components, for all vehicles produced,
were indigenized. After liberalization of the Indian economy in 1991, Suzuki increased its stake
in Maruti to 50 percent, making the company a 50-50 joint venture with the government of India
as the other stake holder.

In 1993, the Zen, a 993 cc engined halchback was launched and in 1994 the 1,298 co
Esteem codan was introduced. Maruti produced its 1 millionth vehicle since the commencement
of production in 1994. Maruts second plant was opened with annual capacity reaching 200,000
its. Maruti launched a 24-hour emergency on-road vehicle service. In 1998 the new Maruti 900
was released, being the first change in design since 1986. Zen D, a 1,527 cc diesel hatchback,

18
and Marutis first diesel vehicle, and a redesigned Omni were introduced. In 1999, he 1.6-litre
Maruti Baleno three-box sedan and Wagon R were also launched.
In 2000, Maruti became the first car company in India to launch a call center for internal
and customer services. The new Alto model was released. In 2001, Maruti Truc Value, selling
and buying used cars was launched. In October of the same year the Maruti Versa was launched.
In 2002, Esteem Diesel was introduced. Two new subsidiaries were also started: Maruti
Insurance Distributor Services and Maruti Insurance Brokers Limited. Suzuki Motor
Corporation increased its stake in Maruti to 54.2 per cent.

In 2003, the new Suzuki Grand Vitara XL-7 was introduced while the Zen and the Wagon
R were upgraded and redesigned. The four millionth Maruti vehicle was built and they entered
into a partnership with the State Bank of India. Maruti Udyog Lid. was listed on BSE and NSE
after a public issue, which was oversubscribed tenfold. In 2004, the Alto became India's best
selling car overtaking the Maruti 800 after nearly two decades. The five-seater Versa 5-seater, a
new variant, was created while the Esteem was re-launched. Maruti Udyog closed the financial
year 2003-04 with an annual sale of 472,122 units, the highest ever since the company
began operations and the fiftieth lakh (5 millionth car rolled out in April 2005. The 1.3-litre
Suzuki Swift five-door hatchback was introduced in 2005.

In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki Automobiles India",
to build two new manufacturing plants, one for vehicles and one for engines. Cleaner cars were
also introduced, with several new models meeting the new Bharat Stage III emission standards.
In February 2012, Maruti Suzuki sold its ten millionth vehicle in India. In July 2014 it had a
market share of more 45%. In May 2015, the company produced its fifteen millionth vehicle in
India, a Swift Dzire.

On 25 April 2019, Maruti Suzuki announced that it would phase out production of diosel cars
by I April 2020, when the Bharat Stage VI emission standards come into effcct. The new
standards would require a signilicant investment from the company to uperade its existing diesel
engines to comply with the more stringent emission standards. Chaiman R.C. Bhargava stated,
"We have taken this decision so that in 2022 we are able to meet the corporate average fuel

19
efficiency (CAFE) norms and higher share of CNG vehicles will help us comply with the norms.
I hope the
union government's policies will help grow the market for (NG vchicles." Diesel cars
accounted for about 23 percent of Maruti Suzuki's annual sales.
The company plans to launch its first electric car in the second half of 2021, the Maruti
Suzuki Wagon Electric and a test mule of the same has been spotted several times recently.

1.13 Production and manufacturing facilities of Maruti Suzuki

Maruti Suzuki has two manufacturing facilities in Haryana (Gurgaon and Manesar), and
one manufacturing complex in Gujarat wholly-owned by parent company Suzuki which supplies
its entire production to Maruti Suzuki. All manufacturing facilities have a combined
production capacity of 2,250,000 vehicles annually (1.5 million from Maruti Suzuki's two plants
and 750.000 from Suzuki Motor Gujarat).

The Gurgaon manufacturing facility has three fully integrated manufacturing plants and is
spread over 300 acres (1.2 km2). The Gurgaon facilities also manufacture 240,000 K-Series
engines annually. The Gurgaon facility manufactures the Alto 800, Wagon, Ertiga, XL6, S-
Cross, Vitara Brezza, Ignis and Eeco. The Gurgaon facility also assembles the Jimny starting
from January 2021 solely for export markets. It was reported the Indian-assembled Jimny will
be exported to African markets and countries in the Middle East.

The Manesar manufacturing plant was inaugurated in February 2007 and is spread over
600 acres (2.4 km2). 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, Swift, Ciaz, Baleno 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

20
expansion. The agency reminded Maruti that failure to pay the amount would lead to further
proceedings and vacating the enhanced land acquisition.
In 2012, the company decided lo 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
facilitics available for manufacturing diesel engines and transmissions. The demand for
transmissions for all Maruti Suzuki cars is met by the production from SPIL.

2017, the new Suzuki Motor Gujarat facility was opened. This third facility is not owned
by Maruti Suzuki, but instead wholly owned by Suzuki Motor Corporation. Despite that, the
plant supplied vehicles to Maruti without any additional cost. Located in Hansalpur,
Ahmedabad, the plant has the total annual capacity of 750,000 units.

In November 2021 Maruti Suzuki announce to set up a big plant in IMT Kharkhoda in
Sonipat district across 900 acres with a investment of 18000 crore.

Haryana State Industrial and Infrastructure Development Corporation gives 900 acres of land
to Maruti Suzuki for setting up a new plant in Industrial Model Township at Kharkhoda,
Haryana.

1.14 Maruti Suzuki Safety Measures and Evolution

Maruti Suzuki's has been criticized for compromising safety in their products by
automotive enthusiasts, journalists, and the Global NCAP, as they are made lighter in terms of
kerb weight to achieving higher fuel economy. Starting 2014, several of their made for India
cars were crash tested at Global NCAP, most of which have given disappointing results. Cars
like Alto, Swift, Celerio, S-Presso (with driver's airbag), and Eeco which had no safety features
like airbags were awarded O stars, while Wagon-R and Swift (2018 model year) which had dual
front airbags were awarded 2 stars out of 5. Only the Vitara Brezza (4 stars), Ignis (3 stars) and

21
Ertiga (3 stars) have been awarded decent safety ratings. Though Maruti Suzuki claimed that
they were following the safety standards mandated by the Government of India, it however only
implied with the safety features included in their cars and not the strong body shell or build
quality which suffers the impact of the crash. Maruti Suzuki has also come under fire for
discrimination with customers in India, by making cars safe meant for exports to European and
African markets.

The chairman, RC Bhargava stated that "If carmakers incorporate such features in even entry
level cars, obviously the price would go up, which would lead consumers to opt for two
wheelers, which would be more unsafe", which attracted criticism. The company, in
February 2020, decided not to send their cars to Global NCAP for testing, as they only believe
in the Safety Standards set by the Government of India. Following the crash test results of S-
Presso, Alejandro Furas, Secretary General of Global NCAP said, "It is very disappointing that
Maruti Suzuki, the manufacturer with the largest share of the Indian market. offers such low
safety performance for Indian consumers. Domestic manufacturers like Mahindra and Tata
have demonstrated high levels of safety and protection for their customers, both achieving five
star performance. Surely it's time for Maruti Suzuki to demonstrate this commitment to safety
for its customers?" Alongside, David Ward, President of the Towards Zero Foundation said,
"We have seen important progress on car safety in India, with new legislation introduced by
the government and manufacturers like Mahindra and Tata accepting the Global NCAP five
star challenge and producing models which go well bevond minimum regulatory requirements

1.15 Sales and service network of Maruti Suzuki

Maruti Suzuki has 3,598 sales outlets across 1,861 cities in India. The company aims to
increase its sales network to 4,000 outlets by 2020. It has 3,792 service stations across 1,861
cities throughout India. Maruti's dealership network is larger than that of enough known
companies combined. Service is a major revenue generator of the company. Most of the service

22
stations are managed on franchise basis, where Maruti Suzuki trains the local staff. Also. The
Express Service stations exist, sending across their repair man to the vehicle if it is away from
a normal service center.

1.16 Maruti Finance

To promote its bottom-line growth, Maruti Suzuki launched Maruti Finance in January 2002.
Prior to the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti
and Maruti Countrywide with Citi Group and GE Countrywide respectively to assist its client
in securing loan. Maruti Suzuki tied up with ABN Amro Bank, HDFC Bank, ICICI Limited.
Kotak Mahindra, Standard Chartered Bank, and Sundaram to start this venture including
its strategic partners in car finance. Again the company entered into a strategic partnership
with SBI in March 2003 Since March 2003, Maruti has sold over 12,000 chicles through SBI
Maruti Finance. SBI-Maruti Finance is currently available in 166 citics across India.

Citicorp Maruti Finance Limited is a joint venture between Citicorp Finance India and
Maruti Udyog Limited its primary business stated by the company is "hire-purchase financing of
Maruti Suzuki chicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank
Overscas Investment Corporation, Delaware, which in turn is a 100% wholly owned subsidiary
of Citibank N.A. Citi Finance India Limited holds 74% of the stake and Maruti Suzukiholds the
remaining 26%. GE Capital, HDFC and Maruti Suzuki came together in 1995 to form Maruti
Countrywide. Maruti claims that its finance program offers most comselitive interest rates to its
customers, which are lower by 0.25% to 0.5% from the market rates.

1.17 Anti-competitive dealer policies of Maruti Suzuki

In Aug 2021, Maruti Suzuki was fined 200 Crore (USS28.57 million) by the
Competition Commission of India (CCI) for implementing its Discount Control Policy that
restrains dealers from offering customer discounts beyond those prescribed by the carmaker.

23
24
CHAPTER 2: REVIEW OF LITERATURE

CHAPTER 2: LITERATURE REVIEW

2.0 Introduction

25
Review of Literature is an indispensable part of research which opens the eyes of researcher to
carry out their research in various dimensions. Through the review of earlier studies related to a
relevant area in which research is intended to be carried on, the researcher came across the
various ways in which the research was started, the path through which such research journeyed
and how such research reached its destination. Hence this study was born out of the earlier
studies related to consumer behavior in organized supermarket retail stores which were found in
various international and national journals and magazines. The review lighted the present study
into a meaningful, thought and a brighter one. Further the review of earlier studies has helped
this research to have a good shape in analytical terms. It Allows you to provide the intellectual
context for your work and position your research with other, related research and provides you
with opposing viewpoints. Review of literature identifies gap in current knowledge and sets the
background on what has been explored on a topic so far.

2.1 Literature review

(Agarwal, 2007)', The author had analyses the study of spousal influence in family
purchase decision relating to the car as in common buying behavior making patterns access
different products and services categories within Indian families so as 10 get a clear
understanding of the influence of the husband and the wife in family decision making tough in
the Indian households, the husband is still dominating influence in the purchase decision of
products irrespective of whether the division is instrumental or expressive. Thus the writer
concludes that, marketers of different products need to pay attention to the nature of their
product and the resultant dominant influence on its purchases and not focus only on the
instrumental or expressive aspects of the decisions.

(Arora & Bhatra, 2020) The author had tried to identify the Influence of Advertisement
on Buying Decision in automobile (Surat), Influence of Advertisement depend upon the
means which are Digital or online advertising, Celebrity endorsement. Sponsoring Events. Auto
Expo, Press Advertisement, Billboard Advertising, Radio advertising, etc To justify the

26
research methodology, The study used Descriptive Research Design. The primary data was
collected through Structured Questionnaire, and secondary data was collected through
references to research papers, marketing journals, social networking sites, and online
blogs/forums/articles, The general data analytics of the overall buying behavior in Sampling is
Convenience/ Judgmental sampling method Which is used with a sample size of 104 (60 male &
44 female) these comprise of employees of University, MNCs, Govt. Employees, and Self
Employed, housewives, etc. For which Maruti Suzuki is the company which first comes to the
mind of the Customer i.e. 42 % whereas others companies are almost divided into equal share
i.e. Hyundai 16%, Honda and Volkswagen 15% and Renault is 12%.

(Chandra, 2014)3, The author Summarized the topic 'Emerging Issues in Car
Purchasing Decision with reference to the survey of those factors which are fuel
economy/environmental, reliability, brand has a good reputation, price/value for money,
performance/engine power, safety, exterior appearance riding and driving comfort, inexpensive
to service/repair, and internal space by fulfilling these factors result in the positive preference of
the consumer. The author signifies the positive buying analysis :An aging population will place
increasing demand on more expensive and therefore foreign brands of cars. An increase in
single households also increases the purchase of smaller cars (and therefore domestically-
produced cars). Domestic brand manufacturers chemid front on smaller cars as these find a more
loyal purchasing audience in the home country. A beer understanding of why purchasers prefer
larger cars of foreign origin may help domestic manufacturers understand what they need to
change in order to ancal to the domestic market with their larger cars. Thus, the author
concludes that Availability of finance impacts positively on car purchase decisions, suggesting
that availability of finance or finance arrangements which are better than a competitor's, could
improve domestic sales.

( Dr. T. Dhanabalan, Dr. K. Subha, R. Shanthi, & A. Sathish, 2018) The author had focused
on the topic of consumer buying behavior in automobile industry about Quality of the
products having a brawny impact on customers" perceived value with reference to the (Garvin,
1984), though price of the product also strongly influence customers" perceived value. In
supporting these results of the study, (sharp, 2012) has identified that majority of the customers

27
have compared different brands and based on that making purchase by not only considering
quality of the product but also the benefits of using the products. Thus he is concluded in his
study that products" benefits play an important role in constructing consumers" perceived value.
In a manner, earlier studies have concluded that customers" perceived value has strong
correlations with products" price, quality and benefits in broad sense.

(FURSE & PUNJ, 2016) In this Article the Author had focused on the buying behaviour
of customers for new automobiles through the help of telecommunication survey, Data
were obtained from 1,056 respondents, and 1,031 responses were actually used. The survey
response rate was 38 percent. However the buying pattern of the consumer average time from
purchase to receipt of the questionnaire was 28 weeks. The questionnaire solicited information
on the activities and decisions undertaken by the respondent or others in selecting their new
automobile. The findings of the Automobiles Based on the variables from which they were
derived, the six clusters as A low-search group, A purchase-pal-assisted search group, A high-
search group, A high-self-search group, In justify the conclusion, sales productivity may be
increased by identifying those customer types that engage in protracted information search and
deliberation prior to purchase.

(Gokhale, 2021) In this article the author has summarized the topic of consumer
buying behaviour in luxury cars as this research aims to identify the cause and the effect of the
changes on the purchasing decisions of the Indian middle class, as well as changes in its
consumer behavior. The research also highlights the factors that cause the move from one brand
to another and purchase their automotive. Discussion of these variables contributes o the
creation of different theories to address the issue of study and reference to Preeti tak and Ashish
Parcek an observational analysis showing the purchasing pattern those customers have
experienced is a drastic improvement over the past decade in their article on "Consumer
Attitude towards Luxury Brands." Market purchasing power has been impacted by higher sales.
Therefore, customers are now embracing luxury products from abroad at a much faster pace.

28
Indian customers are motivated to buy luxury brands and have become a sign of prestige
because of these brands. In expressing one's personality. luxury brands are useful.

(Govindan, 2014), the author is justifying the topic 'emerging issues of car purchasing
decisions in which followed by his recent research on car ownership the relationship between
car choice and some other factors such as environment and alternative cars
household demographics, household location characteristics, built environment attributes,
household head characteristics, and vehicle attributes affect household vehicle holdings, etc The
author had collected data through Direct Interaction and customer Intercept Survey using
Questionnaire. Descriptive analyses were used to transform data into understanding format, In
light of study conclusion and findings the author's testing result provide practical insights for
vehicle manufacturers and dealers to develop and execute more effective strategies in targeting
what consumers want according to their purchasing behavior, The result showed that the
consumers highly value car's reliability as the most important factor that influences their
decision on buying a car.

(Jha, 2011) (Manish, 2011) The author summarized that the key success of automobile
industry lies not only in having good products but also in being able to provide the customer
with the level of service they desire. Because of increasing competitiveness in the Indian
automobile Industry. Almost all manufacturers have invested valuable resource on customer
satisfaction and product promotion as a tool of maximizing the sales and capturing the maximum
market share. As Advertising benefits the relationship between the customers and the market
players must be established and explored to make the marketing fort fruitful and profitable.
Advertising plays a major role in prompting the consumers to least enquire about the product
and on a optimistic note (Successful), to purchase the product. The present study loo takes the
initiative to understand the close relationship of advertising and the consumer behavior with a
special reference to two wheeler. Authors have tried to analyze the impact advertising can have
on the buying behavior of consumers in Two-wheeler's segment.

(Joshi, 2011)°The author summarized the topic 'Consumer buying behaviour

towards environmental friendly cars' the main points of interest author has focused on the

29
awareness regarding Eco friendly cars, To understand about the awareness of the consumers and
their behaviours, in depth, study has been done on the various literatures available in the area of
green marketing. From an empirical perspective, a substantial academic and professional
literature explores the areas like sustainable marketing, consumer behaviour and green car and
its response in the marketplace. Data collection was made through direct interaction and
customer intercept a survey using questionnaire, descriptive analysis was used to transform data
into understanding format and factors analysis was used for identification of consumer
awareness towards ecofriendly car, In light of study conclusion and findings, The Eco friendly
cars needs more marketing so that everyone will be aware of it.

(Kaushal, March 2014)I The author had tried to Justify the topic of consumer buying relating
to cars by taking the Most common desired factors by taking the reference of
Chandra(2004) showed in their approach as how car industry lead by the technology Driven by
the confluence of factors such as intense competition, demanding, consumer preferences,
government policies, and the global strategies of the various players ,with other reference of
lang motors (2007) found a list of 20 factors to be most important factors that influence the car
purchase, They are: 1 reliability,2 Exterior styling, 3 cost to buy,4 Interior comfort, 5 value for
money, 6 Fun to drive, 7 Reputation of the manufacturer, 8 Quality, 9 Engine, 10 handling, 11
fuel economy, 12 storage, 13 Ride Quality on Highway, 14 Durability / Long Lasting, 15 Safety
Features, 16 Future Trade-In / Resale, 17 Length of Warranty, 18 Rebate / Incentive, 19
Discount / Value Package, 20 Environmentally Friendly Vehicle

(Nastinhadi, 2015) have found tie Consumer buying behaviour of local and imported Cars
in which the main attributes are Car maintenance, Acquisition process, Altitude of the
consumers, Price of the car. Data collection was made through Direct Interaction and Customer
Intercept Survey using Questionnaire. Descriptive analyses was used to transform Ann into
understanding format and factors analysis was used for identification of Consumer buying
behaviour towards local cars. In light of study conclusion and findings, improving attributes of
the local car and its maintenance services is certainly needed, should be improved in the

30
attribute of the local car in retaining or establishing higher degree of nationalism to create
ethnocentric buying behavior

(Menaka, 2014) The author signifies the topic A study on consumer buying behaviour
and satisfaction in automobile industry as automobile industry is a key player in global and
Indian economy as the total of 5 percent GDP comes from the automobile sector apart from this
the author examined the consumer buying behaviour is moreover for the average cost of
value vehicles and preferred better average for daily usage overview , the author took a survey
from questionnaire to know the drawbacks of consumer buying behaviour.

(Monga, Bhuvender, & Tripathi, 2010)I3 The Author attempts to answer the research
study regarding the topic of consumer buying behavior with reference to the brand personality,
this personality sketching will help in knowing what a customer (or a potential customer) thinks
about a given brand of car and what are the possible factors guiding a possible purchase.
Similarly, the idea of measuring the customer satisfaction will serve the same purpose of
determining the customer perception. Thus, by measuring the willingness of exciting users of a
car to recommend it to others will help the car manufacturers to check out the entire customer
Buying Behavior. The study shows that brand perception is something which starts building up
before a car is purchased and goes on with its use and is reflected in the recommendations. The
customer makes to his acquaintances for the same car. Also, it is seen that the customer might
not be using the car still he holds the perceptions about it. Brand personality of a car is enforced
by the sellers in the mindsets of the customers and customers reacts to it by forming their
perception about the car and this reflects in the overall brand image of the car. So, the author
concludes that brand image and brand personality complement each other and the brand
perception aids the building of brand images

(Prateck Makeshwari,Seth, & Nitin, 2010) The author had focused on the core concept of
buying factors with different perspectives, consumer buying behavior which is depend on the
positivity of advertisement, needs, Requirements, with creating the brand awareness among the

31
customers, where firms are spending a major portion of annual profits on advertising to make
the customers more brand conscious and creating a unique positioning. in their minds to gain
differentiated advantage which justify the title, Some research methodology which gain light for
the impact of customer are Qualitative research conducted in the first stage that formed a
base for second stage which focused on quantitative research approach, To justify the
sampling methodology the author described the structured questionnaire where total 13
advertisement samples taken into consideration, Research results suggest that advertisement
effectiveness and its specific dimensions for automobile sector which strengthen it positively
influence a customer's buying behavior.

(Prieto & Caemmerer, 2013)IS In this article the author is justifying the topic of consumer
car purchasing behavior in the main, three dependent variables which are considered:
purchase vehicle type, vehicle ownership, and to a lesser extent the revealed vehicle choice he
majority of these contributions are based on primary data. In their meta-analysis of car demand
studies, Cho and Mokhtarian (2004) highlight that the majority of studies use vehicle size and
type as dependent variables. The independent variables generally include vehicle attributes,
such as maintenance costs, engine performance and petrol consumption, as well as consumer
or household characteristics, including income and family size. However, the findings of
these studies may not explain consumers' car purchasing decisions in India contexts, due to the
specific differences between the automobile In particular, it has been well established that
people are more dependent on vehicle use, For example, Guiliano and Dargay (2006) found that
on average Indians use their cars more days of the week, for a larger number of trips per day,
travel longer distances and at a significantly higher speed. This usage pattern is also reflected in
car ownership: First of all, here are more households in general that own a car, and, secondly,
individual households own more cars as well.

(Raj, 2014), have found the factors influencing customer brand preference of the economy
SUV's and MUV's. Data collection was made through direct interaction and customer intercept
survey using questionnaire. Descriptive analysis was used to transform data into understand
format and factor analysis was used for identification of factors influencing customer

32
preference. In light of study findings, the preference of a given brand can be explained in terms
of six factors.

(Revani, 2018) The author reviews the country of origin and different variables that
influence consumer purchase intention, also highlight the relationship of variables and customer
purchase intention. The Study done by author demonstrate that people care about which country
products come from and where they are made and consider these factors when evaluating the
quality of product. Stereotypes of country and the preferences of customers, influence the
purpose intention. Political system, culture and the economy of the country can be a cause of
sensitivity to people. There are many factors that have an impact on consumer purchase
intention. Research and methodologies have shown that even when consumers can evaluate all
the intrinsic product characteristics by expressing the product, the effect of extrinsic cues has
more influence on consumer product evaluation. Country of origin is one of the extrinsic cues;
in addition, there is no doubt that country of origin has considerable influence on the purchase
intention process.

(Rutz & Bucklin, 2012) The author had tried to identify the factor that, Does banner
advertising influence consumer buying behavior for auto mobile brands? To prove this title the
author had defined the objectives to identify as investigate the effects of user exposure to
premium placement display advertising (also known as exclusive banner ads) at a third-party
automotive website. To justify the objective the author gone through the analytical view of the
user feedback regarding the online and offline banner which motivates them to think regarding
their new automobile, though through the feedback process author got 67 % positive feedback if
banner focuses on official places as compare to the paper templates, To focus on user banner
experience the company collected the data using a proprietary, clickstream tracking system. For
each page, the following information was recorded: page ID, cookie ID, day and time of
request, and the type of page, e.g., displaying a make vs. financing page. So the study had
proven that banner does impact the consumer positively, somehow taken into consideration of
advertisement factors.

33
(Shende, 2014) The author had summarized the topic of consumer buying behavior of
passenger car with reference of Prasanna Mohan Raj, studied the factors influencing customers
brand preference of the economy segment SUV's and MUV's. Data collection was made
through direct interaction and customer intercept survey using questionnaire. Descriptive
analysis was used to transform data into understand format and factor analysis was used for
identification of factors influencing customer preference. In light of study concludes, the
preference of a given brand can be explained in terms of six factors namely Product reliability,
monetary factor, trendy appeal, frequency of non-price promotions offered, trustworthiness and
customer feeling or association towards brand. There is need for marketers to take these factors
into consideration when crafting product innovations in the SUV segment of Automobile mark.

34
CHAPTER 3 RESEARCH
METHODOLOGY

35
3.1 PROBLEM IDENTIFICATION

3.1.1 PROBLEM STATEMENT:

A Research problem is understood as a Difficulty faced by an Individual researcher or
any organization or institute. The problem requires thorough understanding and search for
practical solutions.

However, all the studies made in Factors Influencing Consumer buying behavior
Towards Maruti Suzuki Car regarding the purchase and attraction towards their models but fails
to provide scientific approach for factors of Consumer behavior and their drivers. In this paper
an attempt is made to identify the Factors which influence the consumer buying behavior
Towards Maruti Suzuki cars in Surat city.

3.2 RESEARCH OBJECTIVES:

1. To study the Factors Influencing Consumer Buying Behavior towards Maruti
Suzuki Cars.
2. To Know Source of Information Regarding Purchase of Maruti Suzuki Cars.
3. To Identify the Different Variables that inspires Consumer to buy Maruti Suzuki
Cars.

3.3 RESEARCH DESIGN:

Research design is the framework of research methods and techniques chosen by a
researcher. Research design can be classified into:

 Exploratory research

 Descriptive research

 Causal research

36
Exploratory research design is conducted to generate insights about a situation.
Descriptive research design describes specific elements, causes or phenomena in the research
area. Causal research design is conducted to study cause and affect relationships. In the present
study, the researcher has used Single Cross-Sectional Descriptive Research Design.

3.4 DATA COLLECTION:

3.4.1 DATA:
There are mainly two sources of data: Primary data and Secondary data.

Primary data refers to the first-hand data gathered by the researcher himself/herself
while Secondary data which were collected for some purpose other than the research problem at
hand. It has already been collected in the past and mostly not by the present research team.

For the present research, the researcher has collected primary data through
PERSONAL SURVEY.

On the other hand, various secondary materials, research papers, journal, articles and books
have also been referred to and duly cited.

3.4.2 RESEARCH INSTRUMENT:

For the personal survey researcher has used Structured Questionnaire to collect the data. The
first 5 questions are about personal and occupational details. The next 11 questions are
Dichotomous, Multiple Choice and Grind questions related to the research topic.

3.4.3 DATA COLLECTION PERIOD:

Researcher has collected data from 15 March 2022 to 20 March 2022.

3.5 SAMPLING DESIGN:

3.5.1 TARGET POPULATION:
Target Population are the individuals of selected areas of Surat city.

37
3.52 SAMPLING ELEMENTS:
Sampling Element is the object on whom the research is to be applied and about
whom inferences are to be made. They are likely to possess information required for the
research.

For the present study sampling elements are individuals who consider the Factors before
buying Maruti Suzuki Cars.

3.5.3 SAMPLE SIZE:

Researcher has taken 132 respondents.

3.5.4 SAMPLING AREA:

The sampling area of the study is Surat city.
3.5.5 SAMPLING APPROACH:
There are two types of sampling methods: Probability sampling and Non-Probability Sampling.

In Probability Sampling each Element has an equal chance of being selected while in Non
probability Sampling each clement does not have an equal chance of being selected.

For the present study the researcher has used Non-Probability Convenient Sampling owing
to time and cost constraints and availability of resources.

3.6 SCOPE OF STUDY

The main scope of this study is To Identify the Factors which Influence Consumer Buying
Behavior Towards Maruti Suzuki Cars'.

To get the opinion of respondents regarding Maruti Suzuki cars with respect to vehicle
satisfaction, opinion about price, source of information.

38
To study the preferences of respondents while buying Maruti Suzuki Cars.

3.7 LIMITATIONS OF THE STUDY:

 Survey was limited to only a few selected areas of Surat City resulting in restriction
to which the findings can be generalized.

 Owing to resource constraints the study has to be conducted using Non-Probability

Sampling.

 Due to less availability of time, it may be possible that all the related and
concerned aspects may not be covered.

3.8 CHAPTERISATION OF THE REPORT:-

CHAPTER NUMBER CHAPTER NAME

01 INTRODUCTION

02 REVIEW OF LITERATURE

03 RESEARCH METHODOLOGY

04 DATA INTERPRETATION AND ANALYSIS

05 FINDINGS CONCLUSION AND SUGGESTIONS

BIBLIOGRAPHY

ANNEXURE

39
CHAPTER 4: DATA ANALYSIS AND
INTERPRETATION

40
 CHAPTER 4: DATA ANALYSIS AND
INTERPRETATION

Data Analysis and Interpretation

1. Age:

Table No. 4.1 Age

Age group Frequency Percentage
Below 25 63 47.7%

26-35 43 32.6%
36-45 15 11.4%
46 & above 11 8.3%
Total 132 100%
Figure No. 4.1 Age

46 & Above 8.30%

11
36-45 11.40%
15 Percentage
26-35 32.60%
43 Frequency
Below 25 47.70%
63

0 20 40 60 80

Interpretation:
The above table shows that out of 132 respondents' 47.70 per cent of people are in age group of
under 25 years, 32.60 per cent of people are in the age group of 26-35 years, 11.40 per cent of

41
people are in the age group of 36-45 years, 8.30 per cent of people are in the age group of 46 &
above years. We are having highest respondents in the age group of Below 25 years.

2. Gender:

Table no. 4.2 Gender

Gender Frequency Percentage
Female 44 33.3%
Male 88 66.7%
Total 132 100%
Figure no. 4.2 Gender
140
100%
120

100
66.70%
80
Percentage
132
60 Frequency
40 33.30% 88

20 44

0
Female Male Total

Interpretation:
The above table shows that out of 132 respondents 88 are male and 44 are female. It shows that
66.70 per cent of people are male and 33.30 per cent of people are female. Male respondents are
higher than the female respondents.

42
 3. Marital Status:

Table no. 4.3 Marital Status

Marital Status Frequency Percentage
Married 50 37.90%
Unmarried 82 62.10%
Total 132 100%

Figure no. 4.3 Marital Status

90 82
80
70
60 50
50
Frequency
40
Percentage
30
20
10 37.90% 62.10%
0
Married Unmarried

Interpretation:
The above table shows that out of 132 respondents 82 are Unmarried and 50 are Married. It
shows that 62.10 per cent of people are Unmarried and 37.90 per cent of people are Married.
Unmarried respondents are higher than the Married respondents.

43
 4. Occupation:

Table no. 4.4 Occupation

Occupation Frequency Percentage
Business 41 31.1%
Govt. Employee 14 10.6%
Private Employee 31 23.5%
Professional 31 23.5%
Student 15 11.3%

Figure no. 4.4Occupation

Student 31.10%
15

Professional 23.50%
31

Private Employee 23.50% Percentage

31
Frequency
Govt. Employee 10.60%
14

Business 31.10%
41

0 10 20 30 40 50

Interpretation:
The above table provides occupational information of the 132 respondents. It shows that out of
132 respondents 31.10 per cent of people are in business, 10.60 per cent of people are
Govt.Employees, 23.50 per cent are Private Employees, 23.50 per cent of people are Professional
and 11.3 per cent of people are students. We are having highest respondents are in business

44
followed by those who are in service. We can make interpretation about their factors influencing
buying behaviour towards Maruti Suzuki Car.

5. Education:

Table no. 4.5 Education

Education Frequency Percentage
SSC 53 40.2%
HSC 66 50.0%
DIPLOMA 55 41.7%
Graduate 81 61.4%

Figure no. 4.5 Education

Graduate 61.4%
81

DIPLOMA 41.7%
55
Percentage
HSC 50.0% Frequency
66

SSC 40.2%
53

0 20 40 60 80 100

Interpretation:
The above table provides educational information out of 132 respondence in which the common
of 132, Graduate are 61.40 per cent, Diploma 41.70 per cent, HSC 50 per cent, SSC 40.20 per
cent.

45
Thus, we can interpret that most of the people are graduate so we can make interpretation about
their factors influencing consumer buying behaviour towards Car.

6. Annual Income:

Table no. 4.6 Annual Income

Annual Income Frequency Percentage
Below 300,000 26 19.3%
300,000 -
500,000/- 25 18.5%
500,000/- & Above 81 62.2%
Total 132 100%

Figure no. 4.6 Annual Income

Frequency

26
25
Below 300,000
132
300,000 - 500,000/-
81 500,000/- & Above
Total

Interpretation:

46
 The above table provides general idea of annual income off respondence in which 81 out of 132
(61 per cent) respondent's annual income is above 5 Lac, 25 out of 132 (19 per cent) respondents
annual income is 3 Lac to 5 Lac,26 out of 132(20 per cent) of annual income is below 3 Lac.
We are having highest respondents whose annual income is over 5 Lac, thus we can interpret
there factors influencing consumer buying behaviour towards four Wheeler.

7. Mark all sources of information used by you before you purchase your Maruti Suzuki
Car.

Table no. 4.7 Sources of Information

Yes No
Reference Yes No (%) (%) Total
Magazines / Newspapers etc. 81 51 61.3% 38.7% 132
Advertisement on T.V. 69 31 76.6% 23.4% 132
Family / Relatives / Neighbours / Colleagues /
Friends 82 50 62.1% 37.9% 132
FM / Radio / Public address sstem etc. 65 67 49.2% 50.8% 132
Emails / Internet / SMS 80 52 60.6% 39.4% 132
Printed displays / Brochures / Pamphlets etc. 61 71 46.2% 53.8% 132
Wall posters / Wall writing / Billboard / Banners
etc. 52 80 39.4% 60.6% 132
From Dealers 60 72 45.4% 54.6% 132
Your own decision 56 76 42.4% 57.6% 132
Figure no. 4.7 Sources of Information

47
 Your own decision 42.4% 76
56
From Dealers 45.4% 72
60
Wall posters / Wall writing / Billboard /… 39.4% 52 80
Printed displays / Brochures / Pamphlets… 46.2% 61 71
60.6% Yes (%)
Emails / Internet / SMS 52 80 No
FM / Radio / Public address sstem etc. 49.2% 67 Yes
65
Family / Relatives / Neighbours /… 62.1% 50 82
Advertisement on T.V. 76.6% 31 69
Magazines / Newspapers etc. 61.3% 51 81
0 10 20 30 40 50 60 70 80 90

Interpretation:
With regards to the Information, Survey was done and it was found that 81 respondents refer to
Magazines/Newspaper, etc. in common to 132, 69 respondents refer Advertisement on Tv, 82
respondents from family's opinions, 65 refers to FM / Radio / Public address system etc. 80
Respondents in common were referring Emails / Internet / SMS, 61 Printed displays / Brochures
/ Pamphlets etc out of 132, 52 respondents consider Wall posters / Wall writing Bill board /
Banners etc. 60 Respondents in common were prefer From Dealers and 56 respondents out of
132 collects information on their own and make decisions. Therefore, the most preferred sources
by the people is Magazines / Newspapers etc and Family / Relatives / Neighbours / Colleagues /
Friends that they involve while planning to buying any Maruti Suzuki Car.

48
 8. Mark all variables that may inspire you to buy a Maruti Suzuki car.

Table no. 4.8 variables to buy a Maruti car

Most Least Not
Reference Important Important Neutral Important Important
It is a symbol of social status 59 33 33 3 4
It is a time saving device 18 76 33 4 1
It is a source of entertainment 16 55 45 10 6
Warranty / Guarantee 24 58 32 13 5
It is a item of necessity 23 43 39 18 9
Influenced by marketing 13 40 52 13 14
It is considered as a luxurious item 14 39 52 18 9
Requirement of the family 23 36 46 14 13
Total 132 132 132 132 132

Figure no. 4.8 variables to buy a Maruti car

49
Interpretation:

In explaining this result, the different variables that inspire consumer to buy a brand new car as a
majority is, Most Important in 'It is a symbol of social status', Important in 'It is a time saving
device', Important in 'It is a source of entertainment', Important in 'guarantee warranty" Important
in 'It is an item of necessity', Neutral in 'Influenced by marketing', Neutral in 'Feel is considered
as a luxurious item', Neutral in 'Requirement of the family'.

9. Who affected the most in making a decision to purchase car?

Table no. 4.9 Factors affecting the most in decision to purchase car
Reference Yes No Yes (%) No (%) Total
Your spouse 36 96 27.2% 72.8% 132
Your children 23 109 17.4% 82.6% 132
Your parents 93 39 70.4% 29.6% 132
Your friends and well
wishers 88 44 66.7% 33.3% 132
Your own decision 99 33 25.0% 75.0% 132
Dealers 54 78 46.0% 22.0% 132

Figure. 4.9 Factors affecting the most in decision to purchase car

50
 140
120
100
Yes
80
No
60
Yes (%)
40
No (%)
20
Total
0
Your spouse Your Your parents Your friends Your own Dealers
children and well decision
wishers

Interpretation:

From above table we can interpret that Parents, Friends and well-wisher, and own decision
making strongly impact purchasing decision.

10. State your satisfaction level for sales / servicing provided by the dealer ?

Table no. 4.10Satisfaction level for sales/servicing provided by the dealer

Variables Frequency
Excellent 29
Good 43
Fair 52
Poor 7
Bad 1
Total Frequency 132

Figure no. 4.10Satisfaction level for sales/servicing provided by the dealer

51
 Total Frequency
Frequency 132
Bad 1
Poor 7
Fair 52
Frequency
Good 43
Excellent 29

0 20 40 60 80 100 120 140

Interpretation:

Accordance with table, majority of the respondents (52) remained neutral with the statement.
Whereas, 43 respondents Experiences Good followed by 29 respondents who excellency likes
sales and services from the current dealer. On the contrary, 7 people had poor experience and
very few viz. _ respondent suffers from the bad experience of sales and services from the dealer.
It can be concluded that majority of sample population (52) had an Fair satisfaction level with
the current sales and services of their Four-wheeler.

11. How satisfied are you with your present car ?

Table no. 4.11 Satisfaction of your present car

Variables Frequency
Very satisfied 32
Satisfied 46
Neutral 42
Dissatisfied 9
Very Dissatisfied 3
Total Frequency 132

52
 Figure no. 4.11Satisfaction of your present car

Frequency
140 132
120
100
80
60 46 42
32 Frequency
40
20 9 3
0
Very Satisfied Neutral Dissatisfied Very Total
satisfied Dissatisfied Frequency

Interpretation:
As illustrated by the table, more than half respondents (46) remained Satisfied and had no
opinion. Furthermore, 42 people Neutral and 32 Very Satisfied about the Car they currently own,
Whereas, 9 people dissatisfied followed by only 3 people Very Dissatisfied with their current
owned car. To sum up, It can be said that majority of sample population (46) stayed neutral
which means, they are well Satisfied with the currently own Four-wheeler.

12. In future would you buy a car of the same brand / model.

Table no. 4.12 Would you buy a car of the same brand/model

Variable Frequency Percentage

Yes 100 75.8%
No 32 24.2%
Total 42 100%

Figure no. 4.12Would you buy a car of the same brand/model

53
 Frequency

32

Yes

100 No

Interpretation:

As shown in the figure 4.11, majority of the respondents Approx. 76% were prefer the currently
using (Four-wheeler) Brand. Whereas, 24% respondents will not go for the current brand.

54
 CHAPTER 5: FINDINGS,
CONCLUSION AND
RECOMMENDATIONS

CHAPTER 5: FINDINGS, CONCLUSION AND

RECOMMENDATIONS

5.1.2 Major Findings:

OBJECTIVES QUESTIONS FINDINGS

55
A. To Know Source Related questions in With regards to the objective 1,
Information the questionnaire: Survey was done and it was found
Regarding Q.8 That, the most preferred sources by
Purchase of the people is Magazines /
Maruti Suzuki ‘Mark all sources of Newspapers etc and Family
Cars . information used by / Relatives / Neighbours
you before you / Colleagues / Friends that they
purchase involve while planning to buying
Maruti Suzuki car'. Maruti Suzuki Car

B. To Identify the Related questions in the With regards to the objective 2,

Different Variables questionnaire: Q.9 Survey was done and it was found
that inspire that Variables like symbol of
Consumer to 'Mark all variables that social status, a time saving device,
buy may inspire you to buy source of entertainment, Warranty
Maruti Suzuki a / Guarantee, item of
Cars. Maruti Suzuki Car'. necessity, marketing and
Requirement for family which
Inspires the buyer to buy the Car.

The Influence can be done

by different factors According
to their Opinions and priority.

56
C. To Study the Related questions in With regards to the objective 3
Factors the questionnaire: survey was done and it was found
Influencing Q.10 out regarding to the 'driving
Consumer comfort’ People influence most,
Buying Behaviour ‘Which of the following followed by the 2nd influencing
Towards Maruti Factors Influencing factor consider is fuel economy,
Suzuki Cars. towards purchase of the 3rd influencing factor
Maruti Suzuki’? is availability of spare parts
in which people may considers it
or may not Depends
according to the region, the 4th
influencing factor is easily
accessible of
showrooms as some areas don't
have that facilities, the 5th factor
of 'pickup' refers as the mean of
purchase, 6th influencing factor is
designing, as some
feels Attractive with it, 7th
influencing factor is road
trip Capabilities, 8th
influencing factor is brand image
which influences the most and
so on.

57
5.2 CONCLUSION

The research reveals the factors which impacts on customers buying decision towards
Maruti Suzuki while he purchase or bus. Even customers give more importance to the brand,
Safety, Price and Product attributes factor while they buy the car. Suggestions for further
research include in the area of consumer behaviour and brand equity of buying Same brands
of Maruti Suzuki cars. Especially Maruti Suzuki need to focus on various areas like more
safety features, advanced technology, and advance communication strategies.

58
5.3 RECOMMENDATIONS

 Maruti Suzuki should remember the buying behaviour pattern and influencing
factors while making the strategies for a product.
 As a Maruti Suzuki customer we believe the pricing strategy will have a
greater influence in buying behaviour. So, Company should apply pricing strategy
carefully. ∙ Maruti Suzuki cars should focus on safety features as Indian customers
started to give high importance to safety features in a car.
 This is the age of Internet where it impacts a lot on buying behaviour. So,
companies like Maruti Suzuki should use social medias to approach the target
customers. ∙ Brand factor impacts on buying behaviour. Maruti Suzuki should do such
marketing programmes which makes a distinct position in to the mind of customers.

59
BIBLIOGRAPHY

60
BIBLIOGRAPHY
 Agarwal, R. (2007). A study of spousal influence in family purchase decision in cars.
AN ANALYSIS OF THE FACTORS INFLUENCING THE BUYERS
OF PASSENGER CARS.

 Arora, A., & Bhatra, D. (2020). Influence of Advertisement on Buying Decision:

Analysis of Automobile Purchase in Surat. Influence of Advertisement on
Buying Decision: Analysis of Automobile Purchase in Surat. Retrieved
from https://www.amity.edu/jaipur/amr/pdf/jan-dec-2019-vol8/3.pdf

 Chandra. (2014). Emerging Issues in Car Purchasing Decision. Emerging Issues

in Car Purchasing Decision, 11.

 Dr. T. Dhanabalan, Dr. K. Subha, R. Shanthi, & A. Sathish. (2018, October).

FACTORS INFLUENCING CONSUMERS CAR PURCHASING DECISION.
FACTORS INFLUENCING CONSUMERS CAR PURCHASING DECISION IN
AUTOMOBILE INDUSTRY. Retrieved from
 http://www.iaeme.com/ijmet/issues.asp?JType=IJMET&VType-9&IType=10

 FURSE, D. H., & PUNJ, G. N. (2016, may). A Typology of Individual

Search Strategies for new automobiles. A Typology of Individual Search Strategies
among Purchasers of New Automobiles.

 Gokhale, A. (2021). FACTORS INFLUENCING PURCHASE DECISION

AND CONSUMER BEHAVIOR IN LUXURY CARS. FACTORS
INFLUENCING PURCHASE DECISION AND CONSUMER BEHAVIOR IN
LUXURY CARS, 22. Retrieved from https://www.researchgate.net/profile/Ramar-
Veluchamy
3/publication/353444488_FACTORS_INFLUENCING_PURCHASE_DECISION_A
ND CONSUMER BEHAVIOR_IN_LUXURY_CARS/links/60fd3771169ala0103b
3е26/FACTORS-INFLUENCING-PURCHASE-DECISION-AND-CONSUMER
BEHAVIOR-IN-LUXURY-CA

 Jha, M. (2011). Impact of Advertisement on Consumer Buying Behaviour in

Two Wheeler Segment. Impact of Advertisement on Consumer Buying Behaviour in
Two Wheeler Segment. Retrived from https://web.p.ebscohost.com/abstract?direct-
true&profile=chost&scope-site&authtyp
e=crawler&jrl=09732330&asa=Y&AN=63618921&h=sfENcOvN4pCMvolOwL20
NEePKhIgfIMPPgLOjOnqRSMk9%2f0575hUREIfnIMGXSttJrSuRO!MZRKLCL2 D4
lcJ1Q%3d%3d&crl=c&resultNs=Admin WebAuth&result

61
 Kaushal, S. K. (March 2014). An Emphirical study of the four wheeler car
buyer's purchasing behaviour. An Empirical study of the four wheeler car buyer's
purchasing behaviour, 2(2), 11. Retrieved from
http://www.rajalakshmi.org/ijgbmr/downloads/IJGBMRMar14.pdf#page-90

 Manish. (2011). Impact of Advertisement on Consumer Buying Behaviour in

Two Wheeler Segment. Impact of Advertisement on Consumer Buying Behaviour in
Two Wheeler Segment.

 Menaka, D. R. (2014). A STUDY ON CONSUMER BUYING BEHAVIOUR

AND SATISFACTION. A STUDY ON CONSUMER BUYING BEHAVIOUR
AND SATISFACTION, 2(2).

 Monga, N., Bhuvender, B., & Tripathi, S. (2016). Consumer Buying behavior
with reference to brand personality of selected cars in India. Consumer Buying
behavior with reference to brand personality of selected cars in India, 16.

 Prateek Maheshwari, N. S. (2016). Advertisement impact on consumer

buying behaviour towards automobile surat. consumer buying behaviour towards
automobile surat.

 Prieto, M., & Caemmerer, B. (2013). An exploration of factors influencing car

purchasing. An exploration of factors influencing car purchasing, 18.

 Raj, P. M. (2014). Brand preference in automobile industry. Analysis of Research

in Consumer Behavior of cars relating to brand preferences. Retrieved
from http://www.ijsrp.org/research-paper-021/ijsrp-p2670.pdf

 Rezvani, S. (2018). Consumer purchase Intension of cars. Consumer purchase Intension

of cars. Retrieved from
https://www.researchgate.net/publication/281259938_Analysis_of
Research_in_Cons umer_purchase_Intension_of_Car_Customer

 Rutz, O. J., & Bucklin, R. E. (2012). Does banner advertising affect browsing
for brands? Does banner advertising affect browsing for brands?

 Seth, N. (2016). empirical approach to consumer buying behaviour in

automobile sector. An empirical approach to consumer buying behavior in
automobile sector.

62
 SHEIK, M. N. (2013). AN ANALYSIS OF THE FACTORS INFLUENCING
THE BUYERS OF PASSENGER CARS. AN ANALYSIS OF THE
FACTORS INFLUENCING THE BUYERS OF PASSENGER CARS, 3(5). Retrieved
from https://dIwqtxtsIxzle7.cloudfront.net/32455439/7._An_Analysis_of_full-with-
cover page-v2.pdf?Expires=1647793896&Signature=L
 fkESKnygsg~mXGEF3j0Tu99aAJ31kmqRT2cgb6m8su06oxKqeEyXzoV105YC707
n65F64008NIUaT ppcu2gSNFw9xjUmAeSVbSVj~B2UhgzN8m§VE9P4Qe3jRgBM
OCTZAL

Shende, V. (2014). Analysis of Research in Consumer Behavior of

Automobile Passenger Car Customer. Analysis of Research in Consumer Behavior of
Automobile Passenger Car Customer.

63
ANNEXURE

64
 QUESTIONNAIRE

1. Age:

 Below 25

 26-35

 36-45

 46 & Above

2. Gender:

 Male

 Female

3. Marital Status

 Married

 Unmarried

4. Occupation:

 Business

 Govt. Employee

 Private Employee

 Professional

 Student
 5. Education:

 SSC

 HSC

 DIPLOMA

 Graduate

6. Annual Income:

 Below 3,00,000/-

 3,00,000 - 5,00,000/-

 5,00,000/- & Above

7. Mark all sources of information used by you before you purchase your Maruti Suzuki
Car (multiple option). ∙ Magazines / Newspapers etc.
 Advertisement on T.V.

 Family / Relatives / Neighbours / Colleagues / Friends ∙ FM / Radio / Public

address sstem etc.
 Emails / Internet / SMS

 Printed displays / Brochures / Pamphlets etc. ∙ Wall posters / Wall writing /

Billboard / Banners etc. ∙ From Dealers
 Your own decision

8. Mark all variables that may inspire you to buy a Maruti Suzuki car.
 It is a symbol of social status

 It is a time saving device

 It is a source of entertainment
  Warranty / Guarantee

 It is a item of necessity

 Influenced by marketing

 It is considered as a luxurious item

 Requirement of the family

9. Who affected the most in making a decision to purchase car ? ∙ Your spouse
 Your children

 Your parents

 Your friends and well wishers

 Your own decision

 Dealers

10. State your satisfaction level for sales / servicing provided by the dealer ?
 Excellent

 Good

 Fair

 Poor

 Bad
11. How satisfied are you with your present car ? ∙ Very satisfied
 Satisfied

 Neutral

 Dissatisfied

 Very Dissatisfied
13. In future would you buy a car of the same brand / model. YES /NO.
VARIABLE NO. VARIABLE QUESTION NO. CODING INSTRUCTION
NAME

1 Annual Income 7 1=Below 300,000

2=300,000–500,000/-

3=500,000/- & Above

2 Source of 8 1= Advertisement on T.V.

Information

2= Magazines/ News Paper

3=Family/Relatives
/Neighbours/Colleagues
/ Friends /FM / Radio /
Public address stemp
etc.
4= Emails / Internet / SMS
5= FM/ Radio/ Public
address system etc.
6= Printed displays/
Brouchers/ Pamphlets etc.
7= Wall poster/ Wall
writing/ Bill board/ Banners
etc.
8= From Dealers
9= Your own decision
3 Variables affecting 9 1= It is a symbol of social
status.
2= It is a time saving
device.
3=It is a source of
entertainment .
4= Warranty / Guarantee
5= It is a item of necessity
6= influenced by marketing
7= It is considered as a
luxurious item
8= Requirement of the
family
1= Your children
2= Your parents
3=Your friends and well
4 Factors Influencing 10 wishers
4= Your own decision
5= Dealers

5 Satisfaction level 11 1= Excellent

2= Good

3= Satisfactory
 4= Poor

5= Bad

6 Decision making 12 1= Your spouse

Factors

2= Your Children

3= Your Parents

4= Any opinion leaders

5= Your friends and well

wishers

6= Your own decision

7= Dealers