A

COMPREHENSIVE PROJECT REPORT

ON

“MARUTI & HYUNDAI”

Submitted to

(Institute Name)

IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF E-COMMERCE ASMINISTRATION

In
Parul University

UNDER THE GUIDANCE OF

Faculty Guide
Company Guide (If Any) Name and Designation
Name and Designation

Submitted by
(KISHAN SINGH)
[Batch: Enrollment No.: 210614200393
III/IV

(Institute Name)
MBA PROGRAMME

Parul University, Limda, Waghodia

Month, Year

1
 Company Certificate

(In case of CP based on E-commerce Defined Problem Identification)

“This is certified that Mr./ Ms…………… and Mr/Ms.……………….. from

…………. Institute, have carried out the research on the subject titled
“……………… ……………” at this company/organization under the supervision
of ………… ……………. from ……. To……........ I also certify that; the above-
mentioned students have carried the research work satisfactory.

2
 Students’ Declaration

We, __________________________________, hereby declare that the report

for Comprehensive Project entitled “________________________

____________________________________________________________” is
a result of our own work and our indebtedness to other work publications,

references, if any, have been duly acknowledged.

Place: (Signature)

Date: (Name of Student)

3
 Institute’s Certificate

“Certified that this Comprehensive Project Report Titled “………………

……………” is the bonafide work of Mr./ Ms……… ……………………..

(Enrollment No………..), who carried out the research under my

Supervision. I also certify further, that to the best of my knowledge the work
reported herein does not form part of any other project report or dissertation on
the basis of which a degree or award was conferred on an earlier occasion on
this or any other candidate.

Signature of the Faculty Guide

(Name and Designation of Guide)

(Certificate is to be countersigned by the Director/HoD)

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 TABLE OF CONTENTS

SR. NO. PARTICULARS PAGE NOS.

PART – I GENERAL INFORMATION 07

01 About the Company / E-commerce / Sector

Overview of World Non branded food
Overview of Indian / Gujarat Non branded food 08
Growth of the Company / e-commerce / Sector

02 About major Companies in the E-commerce 12-15

03 Product Profile (Major Products) 25-26

PART – II PRIMARY STUDY 27

04 Introduction of the Study

4.1 Literature Review
4.2 Background of the Study 28-38
4.3 Problem Statement /Rationale / of the Study
4.4 Objectives of the Study
4.5 Hypothesis
05 Research Methodology
5.1 Research Design
5.2 Source/s of Data 39-47
5.3 Data Collection Method
5.4 Population
5.5 Sampling Method
5.6 Sampling Frame
5.7 Date Collection Instrument
06 Data Analysis and Interpretation

48-60
07 Results and Findings 61-62

08 Limitations of the Study 63

09 Conclusion/Suggestions 64-65

Bibliography 66-70

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 ABSTRACT

Businesses are increasingly concentrating on their customers' needs and becoming

more customer-centric as they discovered that the current

In today's very competitive market, keeping consumers happy and delighted is

essential. The majority of businesses struggle with how to please consumers and
which approach to take due to the ongoing changes in customer wants,
expectations, and lifestyles. The Indian automotive sector has had the same issues.
Even the two biggest automakers in India, Maruti Suzuki and Hyundai Motor, are
keenly aware of the demands and expectations of their consumers. The current
research sheds light on a variety of aspects of customer satisfaction and behaviour.
This study aims to understand the preferences and views of Maruti & Hyundai
consumers regarding fuel economy, resale value, and after-sales service, as well as
customer preferences while purchasing Maruti & Hyundai brands.

The current research is descriptive in nature, and a practical sampling approach

was used to choose the consumer sample. A systematic questionnaire was used to
obtain the main data. The survey shows that consumers chose Maruti vehicles
based on factors such as fuel economy, after-sales service, resale value, and the
availability of spare parts, whereas they selected Hyundai vehicles based on factors
such as comfort & convenience, exterior, technology, etc. According to the report, a
good customer service strategy is essential for keeping consumers happy and
satisfied.

Keywords: consumer happiness, fuel economy, Maruti Suzuki, and Hyundai

Motors.

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 PART- I

GENERAL INFORMATION

7
 GENERAL INFORMATION

Research Comparing the Marketing Approaches of Two Car Firms A company may
focus its limited resources on the best possibilities to boost sales and gain a long-
term competitive edge by using a marketing plan. It is a written plan that outlines
the company's marketing objectives and how they will be met within a certain
period. It integrates product development, promotion, distribution, and price
strategy. The target market segment, positioning, marketing mix, and resource
allocation are all influenced by marketing strategy.

It works best when it is a key element of business strategy, outlining how the
company will effectively interact with clients, prospects, and rivals in the
marketplace. Marketing plans created to meet consumer wants and achieve
marketing goals are fundamentally supported by marketing tactics. Marketing plans
are interactive and dynamic. Depending on the particulars of each firm, it could be
different. On the Indian economy's canvas, the auto industry is prominently
featured.

One of the foundational industries in India is the automobile industry. India has
been one of the top business destinations for many international automotive firms
as a consequence of the government of India's ongoing economic liberalization over
the years. The automobile sector, one of India's biggest, has had significant
expansion during the last 20 years. Large domestic private firms like Tata,
Mahindra, Bajaj, and Ashok Leyland are among the key international participants in
the Indian auto industry, along with GM, Ford, Toyota, Honda, and Hyundai. In
order to survive in this cutthroat industry, one must develop new concepts and
tactics.

8
A company may grow its commercial operations through a variety of marketing
strategies, which will help it build its brand, meet consumer needs, lead to
specialization and efficient production, which will ultimately result in economic
stability. With liberalization, a vehicle the industry is expanding rapidly, and a large
number of new businesses have also joined the market. by providing a selection of
automobiles across all market categories. Hence, it is crucial to understand which
firm offers us decent automobiles at reasonable rates and superior after-sales
services, as well as how they strive to attract clients.

The most apparent goal of marketing promotions is to persuade consumers to make

a choice that will benefit the marketer (of course the marketer believes the decision
will also benefit the customer). This includes persuading people to purchase an
organization's goods and, in most situations, to continue being a devoted, long-term
client for that business. But marketers must realize that convincing consumers to
make a commitment, such as a purchase choice, can only be done when the client
is prepared to do so.

Everything is marketed. There are a huge variety of official and informal actions that
people and businesses participate in that may be categorized as marketing. The
success of a firm depends more and more on effective marketing. Our daily lives
are greatly impacted by marketing. It is there in everything we do, including the
timepieces, eyewear, clothing, and advertisements we see. Marketing prowess is
often essential for financial success.

If there is insufficient demand for the company's goods and services, accounting,
finance, operations, and other business processes will not be very important.
Moreover, many people seem to associate marketing with things like selling, sales
promotion, and advertising. Despite the fact that we are in the era of marketing, the
barter system has given way to the money economy. The economic growth of a

9
nation is influenced by marketing as a company function and economic activity.
Every economy heavily relies on marketing.

The practice of marketing is seen as both an art and a science. As marketing is now
regarded as the core of commercial activity, no firm can even imagine operating in
the modern day without it. In almost every industry, marketing strategies are being
improved upon and changed in order to boost the likelihood of success.

A major producer of passenger cars in India is Maruti Suzuki India Ltd.

For the last three decades, Maruti Suzuki, affectionately known as the "people's
vehicle manufacturer," has transformed how Indian’s commute and travel. In
providing clients with high-quality goods and services for more than three decades,
Maruti Suzuki has earned their hearts. Nowadays, Maruti Suzuki India Limited is the
top automaker in India thanks to creative marketing techniques. Maruti Suzuki India
Ltd joined the Indian car business with a different approach in the past, when
Ambassador and Premier Padmini ruled the Indian auto market. Offering a small,
cutting-edge, and fuel-efficient automobile was the company's objective. To meet
the demands of Indian consumers, Maruti debuted its first Maruti 800 on December
14, 1983. From 1983 up till the present, Maruti Suzuki has steadily given the client a
variety of options.

Maruti Suzuki began the practice of restructuring with the goal of competing. As part
of its strategy, the company concentrated on enhancing the effectiveness of its
operational processes by upgrading manufacturing and utilizing innovative
manufacturing techniques, increasing capacity, utilizing information technology in
manufacturing, continuously keeping an eye on the launch of new and innovative
products at regular intervals, as well as foraying into other related industries like
auto finance and insurance. In 2001, Maruti Suzuki launched Maruti True Value
after seeing the potential of the used vehicle industry.

10
Maruti Suzuki increased its product line as part of a competitive strategy, and it also
expanded its sales and service network to include the whole country of India. Maruti
Suzuki made the decision to serve all Indian auto market segments in response to
fiercer competition. The corporation dramatically updated its old models in addition
to launching new ones. Segmenting the market is a crucial component of marketing
strategy.

Maruti Suzuki provides automobiles for many sectors, from the little, less expensive
Maruti 800, Maruti Omni, to the higher level Swift Dzire, SX4 to Sports Utility
Vehicle Grand Vitara, taking into account the rising demand for passenger cars
from diverse market segments. Maruti was aware that the segmentation approach
enables businesses to avoid direct rivalry in the market by distinguishing their
product offerings not just on the basis of pricing but also via style, packaging,
promotional appeal, distribution techniques, and better service. 18

Originally, Maruti Suzuki's approaches in the areas of marketing and sales were
based on the experience of Japan but were adapted to fit Indian circumstances.

Maruti Suzuki is adapting its brand positioning, advertising, and promotional

strategy in response to changing consumer and market demands, desires, and
requirements. The foundation of Maruti Suzuki's marketing strategy is addressing
client requirements while also staying one step ahead of the competition from firms
like Hyundai, General Motors, Mahindra, etc.

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 ABOUT THE COMPANY / INDUSTRY / SECTOR

INDUSTRY PROFILE

MARUTI SUZUKI’S PROFILE

Early in the 1980s, the Indian government made the decision to create a tiny
automobile that the country's middle class could afford. Japan, which at that time
had achieved world-class skills in compact automobiles, was the logical place to
purchase technology. Not Toyota, Nissan, or Honda—the three biggest companies
in Japan—but Suzuki, a considerably smaller business with a reputation for
producing quality compact automobiles. Suzuki seized the chance and established
a joint venture with the government named Maruti Udyog. From around 20 years
ago, Maruti Udyog Limited, a division of Suzuki Motor Company of Japan, has
dominated the Indian automobile industry. Its production facility, which is in
Gurgaon, approximately 25 kilometers south of New Delhi, has an installed capacity
of 3,50,000 units annually and the potential to build roughly 500,000 cars.

12
In December 1983, Maruti unveiled their first vehicle, the Maruti 800 with an 800cc
engine. This type, marketed as "the people's automobile," was intended for the
general public. With a 5lac vehicle annual production capacity and a market share
of 54%, Maruti Udyog, a joint venture between Suzuki and the Indian government,
controlled the Indian auto industry at the beginning of 2003.

With a market share of 86% overall, 100% in A sag, and 36% in B sag, the business
controlled the Indian small vehicle industry. Maruti 800, Omni, premium compact
vehicle Zen, foreign brands Alto and WagonR, off-roader Gypsy, mid-size Esteem,
luxury car Baleno, MPV, Versa, Swift, and luxury SUV Grand Vitara XL7 are only a
few of the company's 11 brands. Maruti has made significant progress in recent
years toward its objective of turning Asia into Suzuki Motor Corporation's R and D
center. Upgraded versions of WagonR, Zen, and Esteem that were entirely created
and stylized in-house have been released. It is commonly agreed that Maruti has
influenced the lifestyle and mindset of an entire generation of Indian middle-class
people and has served as the development engine of the Indian car sector.

According to J.D. Power Asia Pacific, Mitsubishi continues to rank first in terms of
customer satisfaction for the eighth year in a row. Consumer Satisfaction Index
Research for India. The business received the top score in the India Sales
Satisfaction Survey. As befits a company in a leading position, Maruti promotes
traffic management and safe driving via media campaigns and a cutting-edge
driving instruction and research facility it oversees for the Delhi Government.

HYUNDAI MOTORS PROFILE

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Hyundai Motor India Ltd (HMIL) is the second-largest automaker and the biggest
exporter of passenger cars from India. It is a fully owned subsidiary of Hyundai
Motor Corporation, a South Korean automaker. HMIL now sells 54 passenger
automobile types across sectors. the Eon, i10, and Premium hatchback i20 in the
B+ sector, the Accent, and the Verna. the Santro in the B segment, the Tucson, the
Santee fe in the SUV sector, the Elantra, the Creta, and the Sonata Embera in the
C segment.

Hyundai Motor India Ltd., maintaining its status as the

Fastest-growing passenger car manufacturer, reported total sales of 984,328 cars

in the year 2017 (CY), up 49.6% from CY 2007. 542,387 units were sold
domestically in 2017, representing a rise of 22.4%, while 541,931 units were
exported in 2017, representing a growth of 92.5 %.

The manufacturing facility for HMIL is close to Chennai, which has some of the best
production quality and testing facilities in the nation. With the opening of its second
facility in February 2008, HMIL increased its overall manufacturing capacity to
600,000 units per year in order to provide the Indian market cutting-edge
technology. Together with increasing its manufacturing capacity, HMIL has a 546-
strong dealer network in India as of right now.

The Just-in-Time Inventory Management, Kaizen, TPM, and TQM manufacturing

best practices are layered on top of the production management procedures at

14
Hyundai Motor India, enabling us to produce the greatest automobiles in the world
right here in India.

Established in 1967, Hyundai Motor Corporation has evolved into the Hyundai-Kia
Automotive Group, the fifth-largest manufacturer in the world in 2018 with more
than two dozen companies and affiliates involved in the automotive industry.
Hyundai automobiles are sold in 193 countries via over 6,000 dealerships and
showrooms, employing over 75,000 people globally.

The parent company of HMI, Hyundai Motor Corporation, S. Korea, has put a lot of
effort into sustainable environmental management. In order to develop products that
reduce pollutant emissions and processes for the preservation of natural resources
and energy along all stages of the product lifecycle from production, sales, use, and
disposal, the company has a well-defined framework in place. All three of its major
plants, located in Ulsan, Asan, and Jeonju in South Korea, have received the ISO
14001 certification.

Autos from Hyundai

Hyundai offers a large selection of vehicles, such as the Eon, Grand i10, i20,
Accent, Verna, Sonata, Tuscon, Elantra, and Santa Fe, among others.

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 OVERVIEW OF WORLD MARKET

Brand Positioning Techniques

Brand: A brand is a product that goes above and beyond to meet a demand and
stands out in some manner from similar items. Creating a brand involves more than
just advertising and increasing awareness; it also entails providing the appropriate
aspects of the marketing mix, such as product features, price, distribution (location),
and promotion.

The most crucial underlying idea in a company's strategy is its brand positioning.
Managing a brand's meaning is related to brand positioning.

Today, a number of auto companies are focusing on attributes like price, comfort
dimensions, safety, mileage, etc. Nowadays, Maruti Suzuki used a very successful
multi-segmentation approach to capture various market segments with several
iterations of its brands.

With regards to brand positioning, Mayank Pareek states that Maruti Suzuki
believes in research and that the Maruti team thoroughly investigates client
demands prior to the introduction of a product. To position a brand, Maruti tries to
comprehend the demographics and psychology of the target market.

16
The business also takes ideas from past clients into account. About the Maruti
brand According to Mr. Pareek, the Maruti brand represents dependability,
adaptability, trust, and enjoyment. It is a national symbol of India since many
Indians got their start in driving in it. We gave the country the keys. He said that
Maruti had changed from being a sales-driven business to one that was wholly
focused on the needs of its customers.

According to Mr. Shashank Srivastava, Chief General Manager (Marketing-Maruti

Suzuki), Maruti Suzuki's brand positioning has evolved as a result of its altered
marketing approach. He claims that instead of "Depend on Us," we now have "Way
of Life." With "Way of Life," our brand strategy of being clear and value oriented has
been united with traits of athletic and spirit to generate more excitement than the
previous tagline, which was built on dependability and affordability.

The following are a few Maruti Suzuki brands that the company has strategically
positioned in the Indian car industry. Maruti 800 Maruti Suzuki introduced the Maruti
800 with consideration for the expanding middle class and small families. Maruti
800 is primarily marketed to middle-class consumers.

At the city workers. When Maruti introduced its 800 model, which was focused on
fuel efficiency, it revolutionized the Indian market. It was predicted to be an
automobile with lower maintenance requirements and better fuel economy.
Subsequently, the firm changed the front grill, headlights, and rear light, as well as
incorporated innovations like MPFI (Multi Point Fuel Injection) technology.

According to Jagdish Khattak, the Maruti 800 is our present to "middle class"
customers who desired to go from a two-wheeler to a vehicle and is the "dream
automobile."

17
One of the longest-lasting car models is Maruti 800, which was released in 1983
and is still cruising Indian roads. According to Mayank Pareek, Executive Officer-
Marketing & Sales of Maruti Suzuki, "expectation and product promise should
coincide" for any brand to last this long. He said that this vehicle was a breath of
new air and that its target market quickly made it their top pick. It has changed from
being an aspirational product to an automobile for the average person.

Many changes have been made to Maruti Suzuki's positioning under the slogan "an
inexpensive, fuel-efficient car, simple to operate and maintain." The current slogan
for the Maruti 800, "Transform your life," emphasizes that the automobile has
become more than simply a vehicle; it has transformed people's lives and ways of
living.

Another well-liked Maruti Suzuki vehicle is the Alto 800. With the all-new Maruti Alto
800, let's leave monotony behind and enjoy every minute of life, as the slogan "Let's
Go Khisko" instructs youngsters. The Alto 800 brand is positioned with young
people in mind. The Alto 800 brand places special emphasis on a number of extra
characteristics, including its Wave front design, light and roomy interiors, best-in-
class mileage, simple handling, and safer operation. Maruti Suzuki positions the
Alto 800 brand as having a 15% increase in fuel economy, greater internal space,
more leg and shoulder room, more headroom, and current design lines.

Omni: Maruti Suzuki's multifunctional vehicle is called Omni. Omni is now offered in
5 various configurations, including 5-Seater, 8-Seater, Cargo, Ambulance, and
LPG. Omni was developed by Maruti to address the various demands of various
user groups. Omni is being employed as both a passenger and a cargo transport.
The Maruti Omni was once shown and promoted as a van. Subsequently, it was
given the moniker Omni and given a new status as the roomiest vehicle on Indian
roads.

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 OVERVIEW OF INDIAN MARKET

The Omni was marketed by Maruti Suzuki as the most affordable and roomiest
MPV in its class. When Maruti's first attempt to establish Omni as a van market
leader failed, the business shifted Omni's positioning strategy once again, this time
to that of a family vehicle. The business discovered that customers saw Omni in a
variety of ways. In subsequent marketing campaigns, Maruti Suzuki highlighted
Omni's unique selling proposition as the most roomy vehicle in its class. This little
automobile was marketed as "Big Space in a Compact Package." Now, Maruti is
advertising the Omni as a family vehicle with the tagline "Kamyabi Khushiyon Se
Sajaiye."

One of the most popular models in the premium small vehicle sector is the Wagon
R from Maruti. The original market placement for Wagon R was based on the
functionality foundation. Initially, the small Wagon R was marketed as a high-end
option for drivers. The Wagon R is a tiny automobile with the stated size, comfort,
and performance of a luxury vehicle.

Wagon R was later moved to Maruti Suzuki's "Value Plank." The car's performance,
64 horsepower engine, fuel economy, and "maximum inside and minimal outside"
design principle were highlighted by Maruti. For Maruti Suzuki, the Wagon R was a
way to appeal to voters who cared more about "improving the quality of life" than
about maintaining a certain social standing. The Wagon R is marketed by Maruti
Suzuki on the basis of its many positive qualities, such as its superior engine power
and pick up, improved fuel efficiency, increased space, increased height, enhanced

19
seating comfort, power steering, larger trunk, more advanced dashboard, increased
safety features, and availability in both Petrol and LPG.

A key differentiator between the Wagon R and the Hyundai Santro, according to
Maruti Suzuki, is that the former is 7 centimetres higher, allowing passengers easier
access while entering and exiting. Madhava, a well-known actor, has been
representing Wagon R as an endorser for quite some time. According to Shashank
Srivastava, chief general manager of Maruti Suzuki India Ltd, the Wagon R is aimed
at middle-to-upper-class families in search of practicality and efficiency in a car.
Brand ambassador Madhava was chosen because he represented a global
audience and embodied the principles of the Wagon R brand, which are modern,
pragmatic, and well-balanced.

To put it simply, Maruti Suzuki's A-Star is the most fuel-efficient vehicle in its class.
Maruti Suzuki finally released the A-Star in November 2008. Being the first vehicle
to have the legendary KB series engine, the brand was hailed as a global strategic
model. The company has always positioned itself as an ambitious loaded youthful
automobile for the prosperous.

The A Star was created with the hopes of pleasing consumers who value low
emissions, excellent performance, and low fuel consumption in urban settings. The
A Star markets itself to well-heeled twenty-somethings living in major cities. It
focuses on a new generation of self-assured Indians.

According to Mr. Shashank Srivastava, they needed to educate the customer on the
functional component of the automobile in addition to the attitude portion of
positioning that they had concentrated on during the initial campaign of the A-Star in
2008. As a result, in the second phase of the campaign, which began in July 2009,
the firm shifted its approach to brand positioning. The A-Star is powered by a K-

20
series engine, and the manufacturer let buyers know about this. Later in the
campaign, the AStar emphasized the importance of having faith in oneself. The car
industry in India is a vital part of the country's economy.

GROWTH OF THE COMPANY / INDUSTRY / SECTOR

The Indian car industry was plagued by a lack of competition and outdated, inferior
technology until the early 1980s. Following 1991, the government of India published
a slew of regulations that made the Indian market accessible to everybody. Maruti,
Honda, Chevrolet, Skoda, Renault, BMW, Hyundai, Nissan, Audi, Fiat, Toyota,
General Motors, etc. are just few of the many domestic and international
automakers competing in the Indian market today.

Over 5 lakh people in India's workforce are employed directly by the car sector.
Revenue from indirect taxes amount to 19% of India's GDP. Passenger automobiles
in the smallest (segment- A) and most popular (segment- B) sizes continue to
account for around 65% of sales in India's auto industry. The rising rate of
urbanization and the number of women in the labour force are directly liable for this
shift and rise in purchasing behaviour. With the exception of the recessionary period
experienced in FY 2009, the Indian passenger car sector has been growing steadily
over the last decade. Notwithstanding the global economic downturn in 2009,
India's car sector has become dominant both at home and abroad.

The Indian car sector has made tremendous strides in the last several years. India
has the biggest market for three-wheeled vehicles and is the 11th largest market for
passenger cars.

21
Maruti Suzuki updated the A-Star with new features and improvements later on. Mr.
Shashank Srivastava, CGM-Marketing, provided some context for the changes by
saying, "AStar is one of the liveliest brands in our portfolio." A Star's appeal lay in its
modern look, responsive handling, smooth ride, best-in-class turning radius,
powerful engine, flat torque, and top-tier performance, all of which helped make it a
hit with the younger demographic.

Promoting Methods

In marketing, advertising plays a significant role. Brand loyalty may be built and
maintained with the help of advertising. The success of an advertising depends on
its ability to effectively convey its message to its target audience. The proper
moment and the appropriate price are essential, as are the right people and
prospects. Advertising campaigns that are particularly memorable to consumers
tend to have a lasting impact on sales.

As this is the case, it is essential that the ad be original, novel, and ground-
breaking.

Building a brand is a multi-faceted process, and advertising is one of the

cornerstones. Maruti uses a wide variety of marketing channels, such as television
commercials, radio and print advertisements, point-of-sale displays, mobile
promotions, web marketing, outdoor advertising, etc. The advertising campaign for
Maruti aimed to do more than just sell vehicles; it also promoted the company's
reputation. The advertisements for Maruti automobiles highlighted several features,
such as their fuel economy, good appearance, spacious interiors, etc.

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 ABOUT MAJOR COMPANIES IN THE INDUSTRY

From independence, the government has strictly regulated the auto industry right up
until 1981. Auto shoppers had to settle with a little selection since production was
low and supply was low. Established in the 1940s, Hindustan Motors (HM) and
Premier Automobile (PAL) were the undisputed leaders of the Indian automobile
market. Vehicle manufacturing in India has been on the rise since the 1950s, when
companies like Tata Motors, Bajaj Auto, and Mahindra & Mahindra set up shop
there, and the 1960s, when the country's two- and three-wheeler industries got their
start.

From 1970 until economic liberalization in 1991, the car industry grew slowly
because of all the rules and regulations that were in place. Nevertheless, with
Maruti Udyog's introduction to the market in the 1980s, the automobile sector
expanded rapidly.

The government decided to reevaluate their stance on the automobile business in

1981, and their findings indicated that the sector had been ignored despite the
presence of a sizable consumer base. The preexisting vehicles on the market were
expensive and technically subpar in comparison to global standards. The
government at the time began talks with Suzuki Motors, a Japanese automaker,
and eventually created a joint venture called Maruti Udyog Limited (MUL).

23
The original partners were the Government of India (holding 74% of the company)
and Suzuki Motor (holding 26%). For India's automobile market, it was a game-
changer. MUL introduced the first Maruti 800 to the Indian market in 1983 at a price
of Rs.40,000/-. Existing automakers were caught off guard by this news, and they,
too, quickly moved to enhance and expand their product offerings. There were 17
new businesses established after the government scrapped licensing in 1993, 16 of
which produce automobiles.

These days, you can find representatives from just about every big international
company in India. The automobile industry in India has grown to become an
important contributor to GDP and a significant source of foreign currency.

The government took a bold step forward in 1981, when it began a comprehensive
evaluation and overhaul of its auto sector policies. Permission to manufacture
automobiles in India is becoming simpler to get, and new entrants are appearing
almost year. To protect domestic automakers, the government has also slapped
steep import taxes on foreign-made cars.

The car industry was deregulated and allowed to a hundred percent FDI after the
economic reforms of 1991. Since the economic reforms of 1991, the Indian car
sector has grown at an annualized pace of 17%, thanks to rising incomes and
consumer spending. The Indian government is actively encouraging businesses in
the automotive components sector to create partnerships with foreign companies in
an effort to transform the country into a worldwide R&D center and outsourcing
platform. The domestic automotive supply market has expanded in tandem with
India's automobile manufacturing sector.

Yet, in recent years, component production and exports have increased sharply as
a result of the global auto industry's desire for lower costs and greater overseas

24
outsourcing. Almost all of the big global auto companies, including GM, Ford,
Daewoo, Honda, and Toyota, have set up shop in India due to the country's
favorable demographics, stable macro-economic climate, and pro-reform policies of
the government, cheap manufacturing costs, and availability of trained labor.
Manufacturers are rushing to introduce their newest products to the Indian market in
order to stay competitive in the face of fierce global competition. Vehicle costs have
been stabilized as a result of this as well. As a result, buyers now have access to
more options, more cutting-edge vehicle technologies, and improved service from
automakers.

PRODUCT PROFILE

The Indian auto market has been dominated by Maruti Suzuki and Hyundai for quite
some time. Both automakers provide a wide array of vehicles, including affordable
hatchbacks, small sedans, SUVs, and many more. One of the most difficult tasks
facing a person looking to purchase a new automobile is deciding between them. If
you're in the market for a new automobile, it may be helpful to take a quick look at
the differences between these two options.

Many people in India consider Maruti Suzuki to be "their own brand." Its main firm,
the Suzuki Motor Company of Japan, only owns 56% of the business's subsidiary.
In 1982, a year after Maruti Suzuki was founded, they officially merged. This facility
is the first of its kind and it employs about 40,000 people in Manesar.

Top-Selling Models in the Maruti Suzuki Automobile Line

 Automaker Maruti Suzuki Releases New Swift Model

 Wagon R by Maruti Suzuki
 Dzire, a Maruti Suzuki
 The Maruti Suzuki Celerio.

25
  Model: Maruti Suzuki Ciaz
 Baleno by Maruti Suzuki

Being Indians, we are also familiar with Hyundai Motors. The company's
headquarters are in Seoul; South Korea. Since its founding in 1967, Hyundai
Motors has grown to become the world's third-largest automaker. In addition to
Hyundai Motors, the Hyundai Motor Group also includes Kia Motors and Genesis
Motors. More than 104,700 individuals are directly or indirectly employed by
Hyundai Motors.

Top-Priced Hyundai Models

 At the Hyundai Arena

 An Elite i20 Hyundai
 Automobile: Hyundai Creta
 a Grand i10 Hyundai
 The Hyundai Xcent.

Other competitors in the Indian market include Maruti Suzuki and Hyundai, as well
as Tata Motors (Mumbai, Maharashtra), Honda Motors (Minato, Tokyo, Japan),
Toyota Motors (Aichi, Japan), Skoda Motors (Mlada Boleslaw, Czech Republic),
Ford Motor Company (Michigan, United States), and Volvo Cars (Stockholm,
Sweden) (Gothenburg, Sweden).

A Maruti Suzuki or a Hyundai?

Every fault in the engineering of an automobile may be the difference between a

satisfied customer and an unhappy one. Customers often prioritize a vehicle's
performance, safety, and comfort when making a purchase.

26
Here's a look at how the best-selling cars from Maruti Suzuki and Hyundai compare
to one another.

PART-II

PRIMARY STUDY

27
 4. INTRODUCTION OF THE STUDY

In the year 2000, Maruti appointed Capital Advertising firm with the goal of
promoting all of its brands. A novel toy car advertising by Maruti Suzuki went viral in
2003 thanks to its clear message and inventive format. The commercial featured a
young youngster enjoying himself with a toy vehicle.

A fresh marketing campaign cantered on the fuel-efficiency of Maruti Suzuki

vehicles was introduced a few years ago. The campaign's three ads feature the sale
of a yacht, a tank, and a spaceship, respectively. The voiceover in all three
commercials says, "for a country obsessed with mileage, Maruti Suzuki makes
India's most fuel-efficient cars." This comes after the people/viewers have listened
to all the details regarding the performance and attributes of all three vehicles and
asked the only question that matters.

Such clever commercials showed that motorists in India are always thinking about
methods to save gas. In addition, Maruti Suzuki has promoted its vehicles as the
most fuel-efficient in the industry. The commercials were commissioned to convey a
message about fuel economy, as Mr. Joy Mohanty, senior creative director of
Capital Advertising, noted.

28
Wagon R, Zen, Alto, SX4, 800, and Swift were among the vehicles featured in the
"India comes home" TV commercial that Maruti Suzuki aired. The advertisement
effectively appealed to the sensibilities of Indians. As an illustration, this
advertisement depicts a young couple in a red Wagon R making their way around
the backwaters of Kerala to introduce themselves to their parents.

The new parents' families greet the newlyweds as they emerge from the temple on
a procession. In one scene, a newlywed daughter feels distraught and starts crying
as she leaves her house for the first time as a married couple. Nevertheless, her
young husband comforts her and carries her to their waiting SX4; the two are soon
shown smiling as they drive away.

In yet another scenario, a young kid stands by the side of the road, holding a sign
that says, "Need to get home for Diwali," while he waits for a trip home. He then
waves down a red Maruti Swift that happens to be driving by. The automobile stops
and the driver picks up the youngster once he sees this. Ads for Maruti’s in India
often finish with the tagline "India Comes Home in a Maruti," emphasizing the
brand's dominant position in the country's automobile industry. are just a few of the
catchy phrases used in the advertisement. Maruti

Suzuki emphasized the reliability of the Maruti Suzuki by using these remarks.

Publicis Capital's latest corporate brand campaign for Maruti Suzuki, titled
"Rishton," centres on the happiness of sharing in India's many vibrant festivals with
friends and family. The commercial featured a variety of Maruti Suzuki vehicles,
each set against the background of a different Indian festival, to emphasize how
central Maruti Suzuki vehicles are to the daily lives of people throughout the nation.

An Alto was their daughter's unexpected Eid present from her parents, and the
commercial opens with that moment. The commercial then cuts to a scene of a

29
family driving about in a Dzire with a Ganpati idol, capturing the mood of the
Ganesh Chaturthi celebration that they are enjoying. Similar commercials feature
families enjoying several holidays in their Maruti Suzuki vehicles, including Diwali,
Durga Pooja, Holi, and Christmas. Maruti Suzuki: for a celebration called life," the
voiceover says at the conclusion of the commercial.

4.1 LITERATURE REVIEW

It is crucial to establish a model framework for diverse choice areas of customers

while buying an automobile, say Amita Girdhar, Suman Ghemawat, and Kavitha
C. (2019). Factor analysis yields five categories: product strategy, technological
expertise, customer happiness, workshop amenities, and service orientation.
Consumers were more impacted by a company's product strategy, technological
expertise, and overall degree of satisfaction, according to a factor analysis. So, the
unique selling proposition (USP) of a product is essential. Discriminant analysis
findings further show that product strategies have the greatest impact on
customers, followed by technological expertise, customer happiness, and service
orientation. Conversely, workshop amenities had the smallest impact on buyers.

The researchers in Drs. Rajasekar and S. Rameshkumar's (2019) study set out to
do just that variables affecting brand selection among Madurai, India, automobile
owners. An intensive the researcher spoke to professionals and vehicle dealers in
Madurai City to get their input. According to data kept by the Regional Transport
Office, in 2021, 1,624 vehicles were registered. So, it was crucial for manufacturers
or merchants to identify and analyze the elements that customers examined before
making a purchase choice in order to achieve success, which in turn assures
survival in the competitive market. Respondents were polled on their opinions on
many aspects of automobile brands, including their perceived quality, ease of
upkeep, price range, fuel economy, reliability, and resale value. The survey found
that the two most important characteristics for passenger vehicle buyers in the

30
study region were price and fuel economy, while pick-up, comfort, and the newest
technology ranked last.

After sales service, resale value, fuel economy, vehicle satisfaction, opinion about
pricing, and source of information were among the many factors examined by Drs.
Vishal S. Rana and M.A. Lokhande (2020) in their investigation of the Maruti and
Hyundai brands in the Marathwada area. A high degree of customer satisfaction
may be attributed to a number of causes, the most important of which are customer-
centric product design and delivery. Everyone who dealt with the organization, from
consumers to workers to investors, had a similar trait: optimism and a sense of
pride in the enterprise. Based on the findings, businesses need to improve their
complaint-receiving procedures, instruct customers to log grievances as soon as
they arise, and use effective strategies for resolving them. The telephone query was
determined to be a useful solution for this continuous interaction with consumers,
dealers.

Kusuma P. (2022) set out to study passenger automobile owners in the Indian
state of Karnataka to determine what factors, if any, affect their propensity to make
purchases. Another objective was to create a conceptual model that would explain
the factors that drive people to purchase certain types of passenger vehicles.
Businesses started employing various approaches to see whether they could
successfully persuade smaller households utilizing two-wheelers to upgrade to
automobiles. In the end, it came down to the size of the automobile, the design, the
price, and the resale value.

M. Akhila and Ali Ashar T. Thayyullathil (2020) surveyed customers at a Maruti

Suzuki store in Coimbatore to gauge their thoughts on the brand, the variety of
models available, the quality of service they received, and their overall happiness.
According to the findings, Maruti Suzuki automobiles are the best and the fastest. In

31
response to rising consumer demand, automakers are always on the lookout for
new ways to improve their products.

The goal of the study conducted by Arpita Srivastava and Mittu Matta (2021) was
to determine the various channels of information used by purchasers and their
respective functions prior to reaching a final purchase choice. Information seeking
and evaluation, brand preference and brand loyalty, and motivating factors were
among the few of the many key behavioural characteristics that were excluded from
the research. All the actions people do before, during, and after completing a
purchase is included under and expectations are influenced by four broad
categories of factors: cultural, socioeconomic, individual, and psychological.
Although it's true that customers' wants and needs are always changing, taking
them into account is essential for any business hoping to succeed.

The research team of Balasubramanian S., Sugandha M., and Suresh P. (2022)
set out to learn more about the demographics of Hyundai car buyers, how satisfied
they were with the brand's various models, how they made their purchasing
decisions, and what led them to consider alternatives to the Hyundai brand.

Both Nitin Joshi and D. P. Mishra (2021) The study's primary objective is to
explore consumer habits in Maharashtra, one of India's most progressive states.
Researchers wanted to find out how well-informed consumers were about eco-
friendly vehicle options, so they conducted this survey.

Palawa B. Sangare, Professor (2022) This article presents the results of a study
that compared the level of service provided by Maruti Suzuki and Hyundai
showrooms in Nagpur. In the automotive industry, where large sums of money are
made from maintaining automobiles, attention to detail and quality of service are of

32
the utmost importance. Forty respondents who identified as owners of Maruti and
Hyundai vehicles were included in the research.

V.K. Kaushik (2018) and in India are the focus of this research. The goal of this
research is to systematically examine why certain consumers favour one brand of
passenger cars over another. Multi-dimensional scaling's Perceptual Mapping was
used to analyze consumers' pre- and post-purchase behaviours and identify the
elements that influenced them.

Chidambaram and Abelardo (2017) It is hypothesized in the research that these

variables all have a role in shaping consumers' brand choices. According to the
findings, buyers care most about fuel economy within this context. Passenger
vehicles with great fuel economy, excellent quality, cutting-edge technology, and
durability, at reasonable prices, are what people look for, and they feel the brand
name says something about the product's quality, usefulness, and technology.

A.M. Suresh (2023) The purpose of this study is to report and quantify city dwellers'
happiness with compact automobiles. According to the findings, the following are
the root causes of customer satisfaction: sales assistance, vehicle design,
purchasing support, total cost of ownership, and joy features. This study aims to
rate and order subcompact automobiles according on these criteria. Another goal of
the research is to see whether there are any differences in customer satisfaction
across different groups of people.

33
4.2 BACKGROUND OF THE STUDY

The marketing plan for Maruti Suzuki's after-sales service

To promote its Service Stations, Maruti Suzuki ran a TV commercial. This creative
commercial was made to show that Maruti Suzuki's extensive service network
extends even to the sandy areas of the Desert. A Maruti automobile drives up to
four guys waiting at a desert intersection and stops.

Once a guy asks for directions to the nearest Maruti Suzuki service center, all the
seated males abruptly get to their feet and point in a variety of directions. The
individual is bewildered and chuckling to himself. The ubiquitous nature of Maruti
Suzuki service centre’s is shown in this commercial. Maruti Suzuki Service Station
who was the last line of the narration in this TV commercial. (There is always a
Maruti Suzuki dealership nearby)

There was just one Maruti Suzuki TV commercial broadcast in 2019, and it
promoted the company's service network. A little child sobbing was featured in this

34
commercial. The father and other family members attempted to calm the infant, but
to no avail. After much anticipation, the mother's laughter erupted as the baby
reached for her hand. A voiceover said, "Bring your Maruti solely to the Maruti
Suzuki Service Network," signalling the conclusion of the TV commercial. Just
Maruti Suzuki sends the message that only Maruti Suzuki service centres should be
used for maintenance on your car.

4.3 PROBLEM STATEMENT

Hyundai’s have better safety ratings than Maruti vehicles. Due to the fact that
superior steels are used. But Maruti beats Hyundai by a long shot when it comes to
fuel economy. If you're concerned about gas economy and spend most of your time
driving in urban areas, Swift is the better option. How dependable are Hyundai’s in
India?

Only Hyundai has established itself as a serious contender to Maruti Suzuki in the
realm of dependable and fuel-efficient motors. Hyundai has produced very
dependable engines that can be found in any model they provide, whether it be a
1.2-liter gasoline or 1.5-liter diesel engine.

35
4.4 OBJECTIVES OF THE STUDY

 The goal of this survey is to collect data on how people in the Marathwada
area feel about the Maruti and Hyundai brands in terms of after-sale support,
resale value, fuel economy, overall happiness with their car, pricing
perception, and informational credibility.

 The goal of this comparison is to see how Maruti Suzuki and Hyundai
consumers rate the two brands on five different criteria: outside colour,
interior style, amenities, pricing, and satisfaction with the company's support
after the sale.

 To analyze consumer preferences for Maruti and Hyundai vehicles.

36
4.5 HYPOTHESIS

H0: There is a significant different between Maruti & Hyundai

H1: There is no significant different between Maruti & Hyundai

χ²= (60-35)2 + (40-65)2 =27.473

65 35

P-value = 1 - p (χ² (1) ≤ 27.473).

k 2 Number of categories

n - Sample size

χ² 27.472527 Chi square test statistic

37
 DF 1 df = k-m-1 =2-0-1 = 1

Phi effect (Φ) 0.524142 Φ=√(χ2/n)

Goodness of fit, using χ² distribution

1. H0 hypothesis

Since p-value < α, H0 is rejected.

The statistical model does not fit the observations

2. P-value

The p-value equals 1.593e-7, (p(x≤χ²) = 1). It means that the chance of type I error
(rejecting a correct H0) is small: 1.593e-7 (0.000016%).

The smaller the p-value the more it supports H1.

3. The statistics

The test statistic χ² equals 27.4725, which is not in the 95% region of acceptance: [-
∞: 3.8415].

4. Effect size

The observed effect size phi is large, 0.52. This indicates that the magnitude of the
difference between the observed data and the expected data is large.

Regression line equation

Ŷ = 2.4286 + 0.4857X

Reporting linear regression in APA style

R2 = .24, F (1,2) = 0.62, p = .514.

38
β = .49, p = .514.

5 RESEARCH METHODOLOGY

METHODS FOR DATA COLLECTION & VARIABLES OF THE STUDY

Methods for data collection

Secondary Data

Secondary source of data was collected from

Books

Journals

Magazines

Web’s big data es

Sampling

39
The sample technique utilized for data gathering is convenient sampling. The
convenience sampling method is a non-probability strategy.

Sampling size

Big data indicates the numbers of people to be surveyed. Though large samples
give more reliable results than small samples but due to constraint of time and
money,

Plan of analysis

Diagrammatic representation through graphs and charts

Big data able inferences will be made after applying necessary statistical tools.

Findings & suggestions will be given to make the study more useful.

40
5.1 RESEARCH DESIGN

According to the Association of Indian Automobile Manufacturers, Maruti Suzuki

has a 41% share of the Indian auto market, whereas Hyundai has just a 3.6%
stake. This is why we have restricted our sample to Maruti vehicles. As an example,
we considered all four of Maruti's main suppliers for suspension systems for its
chaises and 70% of their sub-suppliers.

Executives, managers, and the department head of supply chain departments, as

well as executives, managers, and the department heads of automation and a
supplier of chassis suspension systems, provided data for the sample set.
Subcontractor representatives, factory managers, consultants, and subject-matter
experts More than one hundred people will make up the total sample size.

41
5.2 SOURCES OF DATA

Secondary Data

Secondary Data

Secondary resources such as print publications, online databases, and databases

were used.

42
5.3 DATA COLLECTION METHOD

In this kind of survey, respondents are asked free-form questions as they come to
mind throughout the delivery phase.

43
5.4 POPULATION

Maruti Suzuki India Limited and Hyundai Motor India Limited are two of the most
well-known car manufacturers in the world because to the ground-breaking
branding and marketing campaigns they've implemented, particularly in the
passenger vehicle market in India. It was shown that Maruti Suzuki is the market
leader in the Indian passenger car business. This is due to the company's ability to
cater to a diverse range of clients, as well as its high-quality automobiles, excellent
fuel economy, superior customer service, and constant innovation. Seen as a part
of their marketing strategy, Maruti Suzuki has concentrated on holding events like
the Garmin Mahotsav and the Video on Wheels campaign in rural regions to
increase brand awareness.

44
5.5 SAMPLING METHOD

A total of people was employed at random to collect data for this study. We utilized
a random sampling technique to choose our samples.

45
5.6 SAMPLING FRAME

Questionnaires Method

46
5.7 DATA COLLECTION INSTRUMENT

Descriptive statistics

47
 6. DATA ANALYSIS AND INTERPRETATION

Tools for Data Analysis Sampling Strategies

No way!

Non-probability sampling, on the other hand, is when samples are selected from a
population in a non-random fashion. As it does not need a complete survey frame,
non-probability sampling may gather data quickly, effectively, and affordably.

Just look at the numbers:

Methods of computation: SPSS and Microsoft Excel

In other words, what is SPSS?

48
SPSS may be used to generate a wide variety of statistical analyses, including
descriptive and bivariate statistics, numerical result forecasts, and group
identification forecasts. Cleansing data, direct advertising, and data visualization
tools are all included. To view and edit public data, the software's primary user
interface is modelled around a spreadsheet.

SPSS is an alternative to Microsoft Excel for data analysis. As well as providing

descriptive statistics, we give forecasts of numerical outcomes and predictions for
the identification of groupings. Data transformation, direct non-branded food
delivery, and visualization applications are all a part of it. The application often
presents publicly available data in a grid format.

HYPOTHESES TESTING AND METHODS

Analysis of a Hypothesis Testing Strategy

In order to determine whether or not the null hypothesis is correct, researchers

conduct statistical tests based on samples.

Data from representative samples of the population is the primary tool used by
statisticians in testing theories.

When comparing two hypotheses, analysts always use a sample drawn at random
from the whole population.

One example of a null hypothesis is the argument that the average return for a
given population is zero.

49
A new theory or null hypothesis is presented as a challenge to the existing
dominant paradigm. The only correct answer is (1) or (2). One of the two choices is
always the right one.

Testing Hypothesis Methodology

 Analysts must first provide competing hypotheses when attempting to

choose amongst numerous alternative explanations.
 Once all relevant data has been gathered, an analysis strategy outlining the
criteria to be used to assess the findings of the data collection must be
developed.
 The third stage involves putting your knowledge from the prior two phases
into practice by carrying out the necessary processes and evaluating the
sample data.
 The last stage is to draw conclusions from the data and determine whether
the null hypothesis may be discarded.

DATA ANALYSIS AND INTERPRETATION

Table 1: Demographic profile of the respondents of Maruti Suzuki

Age No. of Respondents Percentage

Below 18 years 0 0%
18 years – 30 years 34 45%
30 years – 50 years 30 40%
Above 50 years 11 15%
Total 75 100%
Gender No. of Respondents Percentage
Male 41 55%
Female 34 45%
Total 75 100%
Marital Status No. of Respondents Percentage
Married 36 48%
Unmarried 39 52%
Total 75 100%

50
There was an equal split of male and female respondents (53% to 47% for each

Age No. of Respondents Percentage

Below 18 years 0 0%
18 years – 30 years 53 71%
30 years – 50 years 19 25%
Above 50 years 3 4%
Total 75 100%
automobile brand) in the survey. All ages were represented among the responders.
The responses included both single people and married couples. Here is a
breakdown of the sample's 100 respondents' demographics:

Table 2: Demographic profile of the respondents of Hyundai Motors

If we know how to utilize demographic factors to analyze client buying preferences

in the car business, we can learn why people have different tastes and how it
affects the vehicle they end up purchasing. Today, we'll look at the topic via the lens

51
of a comparison between Hyundai and Maruti, two of the most popular companies
in this sector.

Table 3: Demographic gender of the respondents of Hyundai Maruti

Gender No. of Respondents Percentage

Male 38 51%
Female 37 49%
Total 75 100%
Marital Status No. of Respondents Percentage
Married 28 37%
Unmarried 47 63%
Total 75 100%

Table 4: Descriptive Statistics

52
 N Min Max Mean S. D
Gender 150 1.00 2.00 1.4733 .50096
Marital Status 150 1.00 2.00 1.5733 .49625
Occupation 150 1.00 4.00 1.9667 1.09555
Income 150 1.00 4.00 1.8067 1.13337
Valid N(list wise) 150

People between the ages of 18 and 30 make up the bulk of the responders. It
seems that both Maruti and Hyundai have fewer clients in the senior age
range, even though the sample was selected at random (above 50 years).
Based on the demographics of the responses, it seems that men make up
53% of the total, while women make up 47%. Overall, 43% of married
respondents and 57% of single respondents supported both brands in the
poll.

53
 Table 5: Independent T Test: Preference of customers towards Colour
between Maruti and Hyundai.

Levine’s
Test for t-test for equality of means
Equality
of
Variance
s
95%
Sig2
Mean Std. Error Confidence
-taile
F Sig. t. df Differenc Differenc Internal of
d)
e e the
Difference
Lower Upper
Colour Equal
Variance 1.144 148 .255 .28000 .24478 .20371 .76371
Assumed .784 .377 .20372 .76372
Equal 1.144 147.71 .25 .28000 .24478
Variance 7
Not assumed

54
 Levine’s
Test for t-test for equality of
Equality means
of
Variance
s
Sig 95%
Std.
F Sig. t. df (2 - Mean Confidence
Error
taile Differen Internal of the
Differen
d) ce Difference
ce
Lower Upper
Interior Equal
Variance .458 148 .648 .13333 .29101 -.44175 .70841
Assumed .001 .982 .458 147.89 .13333 -.44175
Equal 5 .648 .29101 .70842
Variance Not
assumed

Table 6: Independent T Test: Preference of customers towards Design

between Maruti and Hyundai

55
 Table 7: Independent T Test: Preference of customers towards Price between
Maruti and Hyundai

Levine’s
Test for
Equality t-test for equality of means
of
Variance
s
95%
Sig
Mean Std. Confidence
(2 –
F Sig. t. df Differenc Error Internal of
taile
e Differenc the
d
e Difference
d)
Lower Upper
Price Equal
Variance 2.918 148 .004 .81333 .27875 .26248 1.36418
Assumed .465 .496 2.918 144.60 .004 .81333 .27875 .26238 1.36429
Equal 5
Variance
Not assumed

56
 Table 8: Independent T Test: Preference of customers towards After Sales
Service between Maruti and Hyundai

Levine’s
Test for t-test for equality of
Equality means
of
Variance
s
Si 95% Confidence
Std.
F Sig. t. df g Mean Internal of
Error
(2 - Differenc the
Differenc
tail e Difference
e
ed Lower Upper
d)
ASS
Equal -.333 148 .740 -.08000 .24053 -.55532 .39532
Variance 5.026 .026 -.333 147.32 .740 -.08000 .24053 -.55544 .39544
Assumed 4
Equal
Variance Not
assumed

57
Table 9: Independent T Test: Preference of customers towards Resale Value
between Maruti and Hyundai
Levine’s
Test for t-test for equality of means
Equality
of
Variance
s
95%
F Sig. t. df Sig (2 Mean Std. Confidence
- Differenc Error Internal of th
tailed) e Differenc Difference
e Lower Upp
RV
Equal 3.160 148 .002 .88000 .27844 .32976 1.43
Variance 3.234 .074 3.160 138.35 .002 .88000 .27844 .32945 1.43
Assumed 7
Equal
Variance Not
assumed

58
In light of Table 5's p value of 0.255 (more than 0.05), we accept H1 (the null
hypothesis) and reject H0 (the alternative hypothesis). It shows that consumers'
preferences for Maruti and Hyundai's Colour (H1) are quite similar. Similarly, the
preferences for both automakers' interiors, designs, and features (H2) and after-
sales care (H4) are not significantly different, since the p value is more than 0.05 in
both cases (Tables 6 and 8). Hence, void

both the null (H1) and alternative (H2) hypotheses are rejected while (H4) is
accepted. Tables 7 and 9 show that there is a statistically significant price and
resale value difference between the two automakers, while the P Value for Price
(H3) is 0.004 and for Resale Value (H5) it is 0.002, both of which are less than 0.05
and thus the null hypothesis is rejected and alternate hypotheses are accepted.

59
 TABLE [RATIO ANALYSIS OF MARUTI SUZUKI LIMITED]

Year Current Liqui Absolute Invento Worki Averag Avera

Ratio d Liquid ry ng e ge
Rati Ratio Turnov Capita Collect Paym
o er l ion ent
Ratio Turnov Period Perio
er d
Ratio
2018 0.7 0.4 0.27 2.10 0.05 10. 51.
5 6 28 09
2019 0.8 0.6 0.48 2.15 0.17 9.8 58.
7 4 1 38
2020 0.5 0.3 0.21 2.30 0.06 6.7 69.
1 1 0 46
2021 0.6 0.4 0.33 2.45 0.05 6.4 64.
6 2 5 53
2022 0.7 0.4 0.32 2.47 0.10 8.3 69.
2 4 9 50
AVERA 0.7 0.4 0.32 2.29 0.09 8.3 62.
GE 2 5 2 59

60
TABLE [RATIO ANALYSIS OF HYUNDAI MOTOR LIMITED]

Year Current Liqui Absolute Invento Workin Averag Ave

Ratio d Liquid ry g e ge
Rati Ratio Turnov Capital Collecti Pay
o er Turnov on ent
Ratio er Period Peri
Rati
o
2018 1.4 0.0 0.05 1.70 0.01 17.6 0.1
1 5 7
2019 1.4 0.0 0.05 1.67 0.01 21.0 0.1
3 6 9
2020 1.4 0.0 0.03 1.58 0.02 19.2 0.1
8 3 7
2021 1.7 0.0 0.02 1.72 0.02 18.4 0.1
1 2 6
2022 1.6 0.0 0.02 1.80 0.03 15.6 0.1
6 2 8
AVERAG 1.5 0.0 0.04 1.7 0.19 19.1 0.1
E 3 4 8

61
 7. RESULTS AND FINDINGS

 As both Maruti Suzuki India Ltd and Hyundai Motor Company's average
current ratio is lower than the normal norm of 2:1, either their current assets
or current liabilities will need to be boosted in order to bring them into
compliance with the norm.

 Both Maruti Suzuki India Ltd and Hyundai Motor Corporation have an
average liquid ratio lower than the industry norm of 1:1, indicating they lack
the necessary liquid assets to meet their current obligations.

 The Absolute liquid ratio for Maruti Suzuki India Ltd and Hyundai Motor
Corporation is below the industry average of 0.5:1, meaning the companies
do not have enough liquid assets to cover their current liabilities.

 Comparing Maruti Suzuki India Ltd. and Hyundai Motor Company, we find
that Maruti Suzuki India Ltd. has a higher average inventory turnover ratio
(2.29 times) than Hyundai Motor Company (1.7 times) over the course of a
year. The Inventory Turnover Ratio is inversely proportional to the need for
Working Capital. The inventory turnover ratio is unsatisfactory for both
organizations.

 Compared to Hyundai Motor Corporation, Maruti Suzuki India Ltd has a

lower average working capital turnover. For this reason, Hyundai Motor
Corporation has a higher turnover of working capital than Maruthi Suzuki
India Ltd.

62
 The average collection time for Maruti Suzuki India Ltd is seen to be lower
than that of Hyundai Motor Corporation. This indicates that Maruti Suzuki
India Ltd. has been successful in collecting from its creditors in a timely
manner. The current regulations for Hyundai Motor Company's debtor's term
are too lengthy and should be shortened.

 It has been determined that Hyundai Motor Company's typical payment time
is shorter than that of Maruti Suzuki India Ltd. This means that debts owed to
Hyundai Motor Company will be paid off quickly and that the company's
financial operations will run smoothly. The default term for Maruti Suzuki
India Ltd. debtors is too lengthy and should be shortened by institutional
reform.

63
 8. LIMITATIONS OF THE STUDY

 Hyundai vehicles are the greatest choice if you must choose between quality
and comfort.
 Hyundai automobiles are trusted and accessible to consumers of all
socioeconomic backgrounds.
 The Car Has Engine Trouble. It's irritating and, in certain situations,
frightening when the engine isn't running correctly since it's the vehicle's
lifeblood. ...
 Issues with the ABS.
 Trouble with the Automatic Transaxle and the Steering.
 Painting that Mends Itself: A Solution to Maintenance Issues

64
 9. CONCLUSION/SUGGESTIONS

The marketing approach used by Maruti Suzuki has proven to be effective. And
because of their extensive network of dealers and service facilities, Maruti is able to
give excellent after-sale support and keep a positive reputation among its clientele.
Maruti benefits as well from the previously established market value of its brand
name and reputation for reliability. Maruti might use this as a chance to introduce
some really ground-breaking automobiles to the market in an effort to expand its
client base. In an effort to broaden their consumer base, Maruti has released
vehicles including the X4, Swift, and Ritz. Nonetheless, the "A" market remains their
primary focus.

Hyundai's strategy of using celebrity endorsements to sell their goods has been
successful so far, but the company might do more in terms of advertising to
promote a positive image of their automobiles. Hyundai should capitalize on the
opportunity presented by the impending introduction of diesel versions of their
compact vehicles before Maruti too gains a competitive edge, given the company's
track record of producing successful diesel mid-size automobiles. Hyundai also has
to work on expanding their network of service facilities to make maintenance more
accessible.

There's no escaping the cutthroat rivalry in the car business. The higher the number
of participants, the more intense the competition. Businesses must always be

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thinking of new ways to build consumer trust in their brands. This demonstrates that
both businesses excel at satisfying their target demographics.

While Hyundai has a much stronger presence in Brand loyalty intension in

customers even in its performance than Maruti Suzuki, this metric is still crucial in
satiating consumer wants.

Both the Hyundai and Maruti Suzuki vehicle firms have established a formidable
presence in several forms of brand promotion, including but not limited to Celebrity
Face, social media, Public Campaign, and Print Advertising. Consequently, the
results of this comparison between the two automobile brands reveal that Hyundai
has a stronger overall brand image than Maruti Suzuki and that it consistently
exceeds customer expectations, which fosters brand loyalty.

Those who own a Maruti expressed discontent with the vehicle's performance. So,
they must raise the standard of quality vehicles' layouts in order to get the required
outcomes. Vehicles from Hyundai and Maruti Suzuki, which are now undergoing
redesigns, will be more marketable and competitive. Because of this, they are able
to compete successfully in the market against their overseas rivals.

Hyundai Motor Company is well-known among consumers with annual household

incomes of 5 million won and up to 15 million won. In order to improve market
share, Hyundai should devise tactics to target the Family Income Level Group of 1
lakh and beyond. The premium market is not a strong suit for Maruti. Nonetheless,
the population is dense among those whose family income falls between 1 and 5
lakhs.

Those with incomes above Rs. 6 lakhs are reportedly going elsewhere for their
electronics needs. In order to sustain its position as market leader over the long
term, Maruti must focus on this niche by creating novel models that cater to the

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preferences of those in higher income brackets. Consumers who have interacted
with Maruti have expressed disappointment in the brand's performance and
marketing. Those who own Hyundai vehicles are unhappy with their vehicles' gas
mileage. There are a variety of extra features that need to be included into cars like
the Maruti and the Hyundai in order to expand their carrying capacity.

Maruti Suzuki has to strengthen its Social Media Team so that it can better engage
with its customers and promote new services to existing ones. Hyundai needs to
work on their print ad campaign. Thus, both automakers will be prosperous.

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