Project Report File

Project Report & Viva Voce Roll No.
1734114053 2019-2020
A PROJECT REPORT
ON
“A Study on Various Promotional Activities Influencing
Consumers Buying Decision in Maruti Suzuki”
Submitted to
HEMCHAND YADAV UNIVERSITY, DURG (C.G)
In partial fulfilment of the award of the degree
BACHELOR OF BUSINESS ADMINISTRATION
2019-2020
Submitted by:
BHAVESH KODWANI
(SEM.VI) ROLL NO:- 1734114053
ENROLLMENT NO:- DU1739224432
Approved By: Supervised By:
Dr. NEEMA S. BALAN Mrs. RUCHI SHARMA
(Principal) (Asst. Professor Commerce Dept.)
GDRCST, Bhilai (C.G) GDRCST, Bhilai (C.G)
G.D Rungta College Of Science & Technology 1|Page

Project Report & Viva Voce Roll No. 1734114053 2019-2020
DECLARATION
I Bhavesh Kodwani, student of BBA VI Semester at G.D Rungta College of Science and
Technology, Bhilai (C.G), undersigned solemnly declare that the report of the research work
entitled,
“A Study on Various Promotional Activities Influencing Consumers Buying Decision in
Maruti Suzuki” is based on my own work carried out during the course of my study under the
supervision of Mrs. Ruchi Sharma (Asst. Prof Commerce Dept).
I assert that the statement made and conclusions drawn are outcome of my research work. I
further declare that to the best of my knowledge and belief that report does not contain any part
of work, which has been submitted for the award of BBA degree or any other
degree/diploma/certificate in this university or other.
_________________(SIGN)
BHAVESH KODWANI
BBA 6th SEM
ENROLLMENT NO:
DATE:
PLACE:

ACKNOWLEDGEMENT
“Many talented people have contributed to the successful completion of this work and I would
like to extend a word of thanks and appreciation to all of them.”
First, I take this opportunity to acknowledge my college GDRCST Bhilai where I am pursuing
my degree Bachelor of Business Administration.
Second, I empress my thanks to Mrs. Ruchi Sharma (internal project guide) for her guidance,
support and encouragement which helped me in completing my project.
Above all, I would like to thank my family and friends without whom this work could never
have been completed.
(SIGN)_______________
BHAVESH KODWANI
B.B.A 6th SEM

PREFACE
With the existence of hard core competition in the market every company wants to sale its
product more than their customers so as serve maximize of the potential customer and to
increase profit percentage.
To attract consumers into the store it is necessary to every company to provide information
about the product in the form of promotions and other activities in this competitive edge in the
market every company has its unique way of attracting customer. In my project topic “A Study
on Various Promotional Activities Influencing Consumers Buying Decision in Maruti
Suzuki” a study is made on the different promotional activities provided by the Maruti Suzuki
so that it can influence customer to purchase from Maruti Suzuki and to develop and maintain
as its first preference for buying cars.

CERTIFICATE FROM COMPANY

TABLE OF CONTENT
CHAPTERS CONTENTS Pg.NO.
DECLARATION
ACKNOWLEDGEMENT
PREFACE
CERTIFICATE FROM COMPANY
CHAPTER-1 INTRODUCTION 7-8
CHAPTER-2 COMPANY PROFILE 9-20
CHAPTER-3 LITERATURE REVIEW 21-44
CHAPTER-4 RESEARCH OBJECTIVES 45-46
CHAPTER-5 RESEARCH METHODOLOGY 47-50
CHAPTER-6 DATA ANALYSIS AND INTERPRETATION 51-65
CHAPTER-7 FINDINGS 66-67
CHAPTER-8 RECOMMENDATIONS 68-69
CHAPTER-9 LIMITATIONS OF STUDY 70-71
CHAPTER-10 CONCLUSION 72-73
CHAPTER-11 ANNEXURE 74-79
CHAPTER-12 BIBLIOGRAPHY 80-81

CHAPTER-1
INTRODUCTION

INTRODUCTION
It give me an immense pleasure to present you this entire project. The project emphasis on
“A Study on Various Promotional Activities Influencing Consumers Buying Decision in
Maruti Suzuki” . The project report focuses on impact of promotional activities in
influencing consumer buying decision.
Maruti Suzuki is a branded company in Indian subcontinent. The purpose of this project report
is to analyse various promotional activities influencing customers to purchase Maruti Suzuki,
analysis of views of customers towards promotional offers of the company. Promotional
activities is the fundamental goal of increasing sales, to inform consumers, to persuade
consumers etc. It includes short term, long term activities that deal with strategic situations,
evaluation and selection of market oriented strategies and therefore contribute to the growth of
the company.
Today the automobile industry is the growing and profit generating industry. Due to increase
in the disposable income of the people and easy finance available in the market, the sales of
the passenger cars have increased. As the competition is increasing day by day, new players
are entering into the market with their new innovation to attract the potential buyers in the
market.
The buying behaviour of customer can be studied by knowing their perception about the cars
in the market. Basically it is the need to find out what customer expects and what is being
offered to them. When a customer is satisfied with the product or service, he recommends that
product and service to another prospective customer.

CHAPTER -2
COMPANY PROFILE

ABOUT MARUTI SUZUKI

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

Maruti Udyog Limited was founded by the Government of India in 1981, only to merge with
the Japanese automobile company Suzuki in October 1982. The first manufacturing factory of
Maruti was established in Gurugram, Haryana, in the same year.
Affiliation with Suzuki:-

In 1982, a license and joint venture agreement (JVA) was signed between Maruti Udyog Ltd,
and Suzuki of Japan. At first, Maruti Suzuki was mainly an importer of cars. In India's closed
market, Maruti received the right to import 40,000 fully built-up Suzuki in the first two years,
and even after that the early goal was to use only 33% indigenous parts. This upset the local
manufacturers considerably. There were also some concerns that the Indian market was too
small to absorb the comparatively large production planned by Maruti Suzuki, with the
government even considering adjusting the petrol tax and lowering the excise duty in order to
boost sales. Local production commenced in December 1983. In 1984, the Maruti Van with the
same three-cylinder engine as the 800 was released and the installed capacity of the plant
in Gurgaon reached 40,000 units.
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
G.D Rungta College Of Science & Technology 10 | P a g e

exporting to the West, 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.
Market liberalisation:-
In 1989, the Maruti 1000 was introduced and the 970 cc, three-box was India's first
contemporary sedan. By 1991, 65 per cent 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 per cent, making the company a 50-50 Joint Venture with the Government of India
the other stake holder.
In 1993, the Zen, a 993 cc, hatchback was launched and in 1994 the 1298 cc Esteem was
introduced. Maruti produced its 1 millionth vehicle since the commencement of production in
1994. Maruti's second plant was opened with annual capacity reaching 200,000 units. Maruti
launched a 24-hour emergency on-road vehicle service. In 1998, the new Maruti 800 was
released, the first change in design since 1986. Zen D, a 1527 cc diesel hatchback, and Maruti's
first diesel vehicle, and a redesigned Omni were introduced. In 1999, the 1.6 litre Maruti
Baleno three-box saloon 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 True 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 Ltd 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.[15] Cleaner cars
were also introduced, with several new models meeting the new "Bharat Stage III"
standards.[15] In February 2012, Maruti Suzuki sold its ten millionth vehicle in India.[13] In July
2014 it had a market share of more 45%. Maruti Suzuki is now looking to shift its current
manufacturing facility located in the downtown Gurgaon as apparently it is short of space and
logistics. It is hunting for a huge 700 acres of plot of land.
On 25 April 2019, Maruti Suzuki announced that it would phase out production of diesel
cars by 1 April 2020, when the Bharat Stage VI emission standards come into effect. The new

standards would require a significant investment from the company to upgrade its existing
diesel engines to comply with the more stringent emission standards. Chairman R.C. Bhargava
stated, "We have taken this decision so that in 2022 we are able to meet the Corporate Average
Fuel Efficiency 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 CNG vehicles." Diesel
cars accounted for about 23% of Maruti Suzuki's annual sales.
Joint venture related issues
Relationship between the Government of India, under the United Front (India) coalition
and Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian
media until Suzuki Motor Corporation gained the controlling stake. This highly profitable joint
venture that had a near monopolistic trade in the Indian automobile market and the nature of
the partnership built up till then was the underlying reason for most issues. The success of the
joint venture led Suzuki to increase its equity from 26% to 40% in 1987, and to 50% in 1992,
and further to 56.21% as of 2013. In 1982, both the venture partners entered into an agreement
to nominate their candidate for the post of Managing Director and every Managing Director
would have a tenure of five years.
Manufacturing facilities
Maruti Suzuki has three manufacturing facilities in India. All manufacturing facilities have a
combined production capacity of 1,700,000 vehicles annually. The Gurgaon manufacturing
facility has three fully integrated manufacturing plants and is spread over 300 acres (1.2 km2).
The Gurgaon facilities also manufacture 240,000 K-Series engines annually. The Gurgaon
Facilities manufactures the Alto 800, WagonR, Ertiga, S-Cross, Vitara
Brezza, Ignis and Eeco.
The Manesar manufacturing plant was inaugurated in February 2007 and is spread over 600
acres (2.4 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 800, Alto K10, Swift, Ciaz, Baleno, Baleno
RS and Celerio. On 25 June 2012, Haryana State Industries and Infrastructure Development
Corporation demanded Maruti Suzuki to pay an additional Rs 235 crore for enhanced land

acquisition for its Haryana plant expansion. The agency reminded Maruti that failure to pay
the amount would lead to further proceedings and vacating the enhanced land acquisition.
The Gujarat manufacturing plant became operational in February 2017. The plant current
capacity is about 250,000 units per year. But with new investments Maruti Suzuki has plan to
take it to 450,000 units per year.
In 2012, the company decided to merge Suzuki Powertrain India Limited (SPIL) with
itself. SPIL was started as a JV by Suzuki Motor Corp. along with Maruti Suzuki. It has the
facilities available for manufacturing diesel engines and transmissions. The demand for
transmissions for all Maruti Suzuki cars is met by the production from SPIL.
Industrial relations
Since its founding in 1983, Maruti Udyog Limited has experienced problems with its labour
force. The Indian labour it hired readily accepted Japanese work culture and the modern
manufacturing process. In 1997, there was a change in ownership, and Maruti became
predominantly government controlled. Shortly thereafter, conflict between the United Front
Government and Suzuki started. In 2000, a major industrial relations issue began and
employees of Maruti went on an indefinite strike, demanding among other things, major
revisions to their wages, incentives and pensions.
Employees used slowdown in October 2000, to press a revision to their incentive-linked pay.
In parallel, after elections and a new central government led by NDA alliance, India pursued a
disinvestment policy. Along with many other government owned companies, the new
administration proposed to sell part of its stake in Maruti Suzuki in a public offering. The
worker's union opposed this sell-off plan on the grounds that the company will lose a major
business advantage of being subsidised by the Government, and the union has better protection
while the company remains in control of the government.
The standoff between the union and the management continued through 2001. The
management refused union demands citing increased competition and lower margins. The
central government privatized Maruti in 2002 and Suzuki became the majority owner of Maruti
Udyog Limited.
Maruti Suzuki is India’s largest automobile company. The company, a joint venture with
Suzuki of Japan, has been a success story like no other in the annals of the Indian automobile
industry. Today Maruti is India’s largest automobile company. This feat was achieved by the
missionary zeal of its employees across the line and the far-sighted vision of its management.
 THE COMPANY’S MISSION:

To provide a wide range of modern, high quality fuel efficient vehicles in order to meet the
need of different customers, both in domestic and export markets. And to provide maximum
value for money to their customers through continuous improvement of products and
services.
 THE COMPANY’S VISION:
- Internationally competitive company in terms of its products and services.

- The leader in the Indian automobile industry
- Creating customer delight and shareholder’s wealth
- A pride of India.

 THE COMPANY’S CORE VALUE:

- Customer obsession
- Fast, flexible and first mover
- Innovation and creativity
- Networking and partnership
- Openness and learning.
-
 THEIR FOCUS IS ON:
- Building a continuously improving organization adaptable to quick change

- Providing value and satisfaction to the customer
- Aligning and fully involving all our employees, suppliers and dealers to face
competition.
- Maximizing shareholder’s value
- Beaing a responsible corporate citizen.
PRODUCTS AND SERVICES OFFERED BY MARUTI SUZUKI
CURRENT MODELS:-
Model Production Category Image Outlet
Wagon 1999–
hatchback Arena
R present
2005–
Swift hatchback Arena
present
2012–
Ertiga MPV Arena
present

2014–
Celerio hatchback Arena
present
2014–
Ciaz sedan NEXA
present
Vitara 2016– compact

Arena
Brezza present SUV
2017–
Dzire sedan Arena
present
2015–
Baleno hatchback NEXA
present
2015–
S-Cross SUV NEXA
present
2017–
Ignis mini SUV NEXA
present
2019–
XL6 MPV NEXA
present

S- 2019–
micro SUV Arena
Presso present
DISCONTINUED MODELS
Model Launched Discontinued Category Image
800 1983 2013 Hatchback
Omni 1984 2019 Microvan
Gypsy E 1985 2000 Mini SUV
Gypsy King 1985 2017 Mini SUV
1000 1990 2000 Sedan
Zen 1993 2003 Hatchback

Esteem 1994 2010 Sedan
Baleno 1999 2007 Sedan
Baleno Altura 2000 2003 Station Wagon
Alto 2000 2012 Hatchback
Versa 2001 2010 Minivan
Grand Vitara XL7

2003 2007 SUV
(import)
Grand Vitara
2007 2015 SUV
(import)
Zen Estilo 2007 2013 Hatchback
SX4 2007 2014 Sedan
A-star 2008 2014 Hatchback

Swift Dzire 2008 2017 Sedan
Ritz 2008 2016 Hatchback
Alto K10 2010 2014 Hatchback
Kizashi
2011 2014 Sedan
(import)
Sales and service network
Maruti Suzuki has 3598 sales outlets across 1,861 cities in India. The company aims to double
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 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.
NEXA
In 2015 Maruti Suzuki launched NEXA, a new dealership format for its premium cars.
Maruti currently sells the Baleno, Baleno RS, S-Cross, XL-6, Ciaz and Ignis through NEXA
outlets. S-Cross was the first car to be sold through NEXA outlets. Several new models will be
added to both channels as part of the Company's medium term goal of 2 million annual sales
by 2020.

Maruti Insurance
Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of
the National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram.
The service was set up the company with the inception of two subsidiaries Maruti Insurance
Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited.
This service started as a benefit or value addition to customers and was able to ramp up easily.
By December 2005 they were able to sell more than two million insurance policies since its
inception.
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 vehicles through SBI-
Maruti Finance. SBI-Maruti Finance is currently available in 166 cities 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 vehicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank
Overseas 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 Suzuki holds
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 competitive interest
rates to its customers, which are lower by 0.25% to 0.5% from the market rates.
Maruti TrueValue
Maruti True service offered by Maruti Suzuki to its customers. It is a market place for used
Maruti Suzuki Vehicles. One can buy, sell or exchange used Maruti or non-Maruti vehicles
with the help of this service in India. As of 10 August 2017 there are 1,190 outlets across 936
cities.
N2N Fleet Management
N2N is the short form of End to End Fleet Management and provides lease and fleet
management to corporates. Clients who have signed up of this service include Gas Authority
of India Ltd, DuPont, Reckitt Benckiser, Doordarshan, Singer India, National Stock Exchange
of India and Transworld. This fleet management service include Leasing, Maintenance,
Convenience services and Remarketing.
Maruti Accessories
Many of the auto component companies except than Maruti Suzuki started to offer compatible
components and accessories. This caused a serious threat and loss of revenue to Maruti Suzuki.
Maruti Suzuki started a new initiative under the brand name Maruti Genuine Accessories to
offer accessories like alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems,
seat covers and other car care products. These products are sold through dealer outlets and
authorized service stations throughout India.

Maruti Driving School
As part of its corporate social responsibility Maruti Suzuki launched the Maruti Driving School
in Delhi. Later the services were extended to other cities of India as well. These schools are
modelled on international standards, where learners go through classroom and practical
sessions. Many international practices like road behaviour and attitudes are also taught in these
schools. Before driving actual vehicles participants are trained on simulators.
At the launch ceremony for the school Jagdish Khattar stated "We are very concerned about
mounting deaths on Indian roads. These can be brought down if government, industry and the
voluntary sector work together in an integrated manner. But we felt that Maruti should first do
something in this regard and hence this initiative of Maruti Driving Schools."
- SWOT ANALYSIS OF MARUTI SUZUKI -

CHAPTER-3
LITERATURE REVIEW

Consumer Buying Behaviour
Consumer buying behaviour 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 and society.
Marketing success or failure of a company depends on target consumers’ individual and group
reactions expressed in the form of buying patterns.
Since customer is the reason why any organization exists, it is necessary to understand the
customer and study the pattern of his buying behaviour.
According to Frederick Webster- “Consumer buying behaviour is all psychological, social and
physical behaviour of potential customers as they become aware of, evaluate, purchase,
consume and tell other people about products and services.”
Understanding consumers’ buying behaviour is one of the elements that helps in achieving
marketing goals, without this understanding it makes
Especially in today’s competitive world. It also helps when customers will buy more from
business. Their buying behaviour is one of the elements which must be understood for a better
view about the customer profile.

CONSUMER BUYING BEHAVIOUR CHARACTERISTICS
1. Bargaining – A trend of bargaining is often found in the behaviour of buyers. They prefer
buying goods by reducing the price as told by the seller. Indian buyers too do not frame uniform
price policy. The trend of bargaining is still in vogue in the Indian markets.
2. Quality vs. Price – Buyers focus on price instead of the variety of the goods. They
therefore, prefer high price goods. A little bit change has come now because the consumers
have now begun purchase of quality goods on higher price.
3. Brand or Trademark Consciousness – It is the characteristic of the behaviour of

buyer that he appears now aware of the brand of items and considers these goods authentic and
of higher quality.
4. Changing Consumption Patterns – Owing to widespread education, increase in

income and standard of living as also desire of more comforts, the pattern of consumption is
now being changed. The low income group and high income group are increasingly buying
fridge, tape recorder, cooler, sewing machines etc.
5. Role of Women – The role of women is increasing day to day in the manner of decisions
for purchase. The women do purchase of all kinds particularly in families where the husbands
earn the bread.
6. Credit and Guarantee – New motives for purchase are getting their way rapidly because
of having credit and guarantee facility available in the market. Such facilities are developing
the trade and commerce.
7. Complaining – Buyers are gradually being aware of their rights. They have started
exhibiting their complaints through media and the representations before the concerned
authorities and the forums. They can lodge their complaint before consumer forum and thus,
can receive the compensation against the damage/loss so sustained.

IMPORTANCE OF CONSUMER BUYING DECISION:-
Understanding consumers’ buying behaviour is one of the elements that helps in achieving
marketing goals, without this understanding it makes gaining more customers difficult.
Especially in today’s competitive world. It also helps when customers will buy more from
business. Their buying behaviour is one of the elements which must be understood for a better
view about the customer profile. Customers base their buying decisions on both rational and
emotional reasons.
1. Customer Needs Satisfaction:

Organization should offer a marketing mix that satisfy the marketing needs. Every customer is
looking for a satisfaction from a particular product or service which he is buying in exchange
of certain amount of money. So buyer is always expecting something more from the supplier
and hence supplier must opt for balance between ideal sale and practical aspect because
ultimately every extra service provided over and above the normal practice is resulting in
increase in cost of product.
Hence these factor of customer satisfaction must be cleverly handled in such a way that equally
satisfies both the parties of transaction, i.e. buyer and seller.
2. Marketing Mix Development:

Customers’ response to marketing mix keeps changing. Better understanding of the factor that
influence consumer helps organization development appropriate marketing mixes.
Audio CD market was very huge in India before a decade, but now, it have almost vanished
like a thin air. Now many web sites have facility of listening latest songs as well as all types,
genres of songs on line free of cost, so no single buyer will buy expensive audio CD’s except
for some exceptions.
But general trend is important which is now rapidly declining audio CDs and moving to a new
world of online music experience. Even latest TV shows and Movies are widely watched over
the internet either on you tube or some other live streaming web sites. Hence before developing
marketing mix thorough study must be made regarding latest updates in market.
3. New Market Opportunities:

Unsatisfied needs motivate customer to buy. By understanding buyer behaviour, marketing can
locate new market opportunities. Now, anyone having an internet connection can purchase any
product from rupees 5 to rupees 5 lack in less than 5 minutes. So failure of local dealer in

providing required service often motivate customer to look for different avenues which are
very easily available.
Customer now analyse specifications, quality, and cost of product before purchasing a product.
If he is unsatisfied with one seller then thousands of other seller selling same product are ready
at his doorstep to fulfill his buying needs.
4. Target Market Selection:

Behaviour is an importance variable for market segmentation. By understanding buyer
behaviour organization can effectively segment the market.
5. Efficient Resource Use:

By understanding buyer behaviour organization can make efficient use of marketing resource.
They can focus their marketing efforts in meaningful way so as to perform various marketing
duties from overall management process with greater efficiency. If seller exactly knows the
customer requirements his resources will be saved in greater extent than without knowing
customer behaviour and his tendency of purchasing.
Resource allocation and saving is a different topic of study but is relevant in this area where
buyer behaviour decides most of the sale. With the understanding of his buying pattern,
resources can be effectively utilized.
It will be a self-destructive initiative for a business organization to neglect buyer behaviour in

deciding marketing mix for its product. Importance of buying behaviour is thus beyond
negligence.
CONSUMER BUYING BEHAVIOUR - FACTORS INFLUENCING

PERSONAL, SOCIAL,CULTURAL AND PSYCHOLOGICAL FACTORS :-
1. Personal Factors:
The behaviour of consumers is also influenced by personal characteristics such as:
i. The buyer’s age,

ii. Occupation,
iii. Economic situation,
iv. Lifestyle,
v. Personality, and
vi. Self-concept.
2. Social Factors:
Man is a social animal. His behaviour is greatly influenced by peers, relatives, neighbours, and
friends. Often a product fails or succeeds in the marketplace due to the influence exercised by
these people. These groups exercise a strong influence on the lifestyles and buying patterns of
the members. The importance of group influence varies across products and brands. It tends to
be strongest when the product is visible to others whom the buyer respects.
Manufacturers of products and brands subjected to strong group influence must figure out how
to reach opinion leaders—people within a reference group who, because of special skills,
knowledge, personality, or other characteristics, exert influence on others. Many marketers try
to identify opinion leaders for their products and then direct their marketing efforts toward
them. In other cases, advertisements can simulate opinion leadership, thereby reducing the need
for consumers to seek advice from others.
3. Cultural Factors:
These factors include social heritage of the society. Every consumer’s beliefs, morals, laws,
customs traditions, habits etc., form part of the cultural factors. MNCs must, understand the
cultural factor before setting up base in any country. For example, Mc Donnels cannot afford
to sell beef burger in India.
4. Psychological Factors:
A person’s buying choices are further influenced by four major psychological factors:
i. Motivation,
ii. Perception,
iii. Learning, and
iv. Beliefs and attitudes.

CONSUMER BUYING PROCESS
The five steps involved in consumer buying process are described briefly:
Step # 1. Problem Recognition:
Problem recognition results when a buyer recognizes a difference of sufficient magnitude

between perceived benefits and actual benefits derived from a product or service. The buying
process starts when the buyer recognizes a problem or need. The consumer began to feel a
problem in the form of a certain need or desire.
The needs can be triggered either by internal stimuli like hunger, thirst etc., or by external
stimulus generally referred to as a sign or cue. Depending on the intensity of the want, the
person will try to fulfill the unsatisfied want.
Step # 2. Information Search:
Information is to know about a service, attributes of service, prices, and stores and so on. Search
may be categorized in four categories- pre-purchase, ongoing, internal and external. An aroused
buyer may or may not search for more information. If the buyers derive is strong and the desired
service to satisfy the need is easily available then he or she may not search for more
information.

The extent of search activity depends upon the strength of derive, the amount of information
buyer already have, the ability to obtain additional information, the importance or value given
to gathering additional information and the satisfaction buyers gets from information search.
Buyers engage in both internal and external information search. Internal search involves the
buyer identifying alternatives from his or her memory. For certain low involvement services,
it is very important that marketing programs achieve “top of mind” awareness.
Step # 3. Evaluation of Alternatives:
Evaluation involves those activities undertaken by the buyer to compare alternatives carefully
on the basis of certain criteria, alternative solutions to market related problems etc. The
marketers are interested in knowing how the buyer processes information to arrive at brand
choice. There is no single evaluation process used by the buyers or even one consumer in all
purchase decisions.
Step # 4. Purchase Decisions:
Purchase decision is a consumer commitment for a product. It is the terminal stage in the buying
decision process that completes a transaction. In case a consumer is buying a product for the
first time, then from the behavioural view point it may be regarded as a trial. The consumer
will repeat the purchase only where he is satisfied with its performance.
Actual purchasing process of buyer seeking to build a better understanding of how buyers make
their purchases. In the decision evaluation stage, the consumer forms preferences among the
brands in the choice set. The consumer may also form a purchase intention and lean towards
buying the most preferred brand. However factors can intervene between the purchase intention
and the purchase decision.
Step # 5. Post Purchase Behaviour:
It refers to the behaviour of a consumer after the purchase and use of products; it originates out
of consumer experience regarding the use of reflected in repeat purchases or discontinuation
from further purchase. If product use experience indicates satisfaction, they repeat purchases
will occur, otherwise not.

SEVERAL ASPECTS THAT CONSUMER LOOK WHILE BUYING CARS
For any company it is important to know about the needs and requirements of their customers.
It has been found that the most searched car in India is Maruti Suzuki and it sells more than
half the cars in India. Maruti Suzuki also enjoys 70% repeat buyer which in tune with its claim
of being consumer friendly:-
1. Price:- People look for affordable price. They have their budget that they can spend on a
car. For middle class and lower middle class Indian price is very important factor. Maruti has
been successful in catering to their needs.
2. Mileage:- Consumers look at mileage. In this scenario of rising petrol prices mileage
becomes a very important characteristic. For efficiency of car is demanded by all categories of
buyers.
3. Brand Recognition and Association:- Consumers likes to be associated with an

established brands. It gives them a sense of security.
4. Durability and Warranty:- A car is not purchased very often. Consumers look for
durability.
5. Appearance and Style:- Car is a status symbol for many customers. It is a form of
portraying their class and current financial condition. These customers give a lot of
importance on the appearance and style. Relatively young customers look more for style than
old ones.
6. Reliability and Trust:- A brand should be associated with trust and reliability, only then
it will be positioned in the minds of the people for a longer time and can succeed in the market.
7. Availability:- With the explosion of choices, products should be easily available otherwise
perspective customers will shift to the competitors. Ease of availability can also bring
competitors customers to our brand if they fail in this category.

8. Resale Value:- People like to change cars after certain number of years which depend
on several parameters. New car purchase if often accompanied by exchange of old car. Hence
a high resale value is what customers look for and Maruti provides this
PROMOTION
MEANING:-
What is Promotion?” Promotion is a marketing tool, used as a strategy to communicate
between the sellers and buyers. Through this, the seller tries to influence and convince the
buyers to buy their products or services. It assists in spreading the word about the product or
services or company to the people. The company uses this process to improve its public image.
This technique of marketing creates an interest in the mindset of the customers and can also
retain them as a loyal customer.
Promotion is a fundamental component of the marketing mix, which has 4 Ps: product, price,
place, and promotion. It is also an essential element promotional plan or mix, which includes
advertising, self and sales promotion, direct marketing publicity, trade shows, events, etc.,
Some methods of this procedure contain an offer, coupon discounts, free sample distribution,
trial offer, buy two items in the price of one, contest, festival discounts, etc. The promotion of
a product is important to help companies improve their sales because customers reaction
towards discounts and offers are impulsive. In other words, promotion is a marketing tool that
involves enlightening the customers about the goods and services offered by an organization.

DEFINITION OF PROMOTION:-
In marketing, promotion refers to any type of marketing communication used to inform or
persuade target audiences of the relative merits of a product, service, brand or issue. The aim
of promotion is to increase awareness, create interest, generate sales or create brand loyalty.
TYPES OF PROMOTION:-
Advertising-
It helps to outspread a word or awareness, promote any newly launched service, goods or an
organization. The company uses advertising as a promotional tool as it reaches a mass of people
in a few seconds. An advertisement is communicated through many traditional media such as
radio, television, outdoor advertising, newspaper or social media. Other contemporary media
that supports advertisement are social media, blogs, text messages, and websites.
Direct Promotion-
It is that kind of advertising where the company directly communicates with its customers. This
communication is usually done through various new approaches like email marketing, text
messaging, websites, fliers, online adverts, promotional letters, catalog distributors, etc.
Sales Promotion-
This utilizes all sorts of a marketing tool to communicate with the customers and increase sales.
However, it is for a limited time, used to expand customers demand, refresh market demand
and enhance product availability
Self-promotion-
It is a process where the enterprises send their agents directly to the customers to pitch for their
product or service. Here, the response for the feedback of the customer is prompt and therefore,
easy to build trust.
Public Relation-
Popularly know as PR is exercised to broadcast the information or message between a company
(NGO, Government agency, business), an individual or a public. A powerful PR campaign can
be valuable to the company.
Online Promotion-
This includes almost all the elements of the promotion mix. Starting from the online promotion
with pay per click advertising. Direct marketing by sending newsletters or emails

Promotional Activities:
In the present era, selling is a complicated task. There may be stiff competition. There may be
many substitute products. Products have become more consumer-oriented. Consumers have
become more sophisticated. For instance, they possess the best products at a fair price. The
products are of a better quality than the substitute produce for sale. But sales are not automatic.
The prior idea of the production is for the sales. How will the buyers get the products, when
they have not heard of our products? Therefore, people must have knowledge of the existence
of the product and its availability. This is possible only through a good propaganda. There
arises a need for proper flow of information along with products from producer to consumer.
Thus promotion is the process of marketing communication aimed to inform, persuade and
influence people. The statement “Nothing happens until somebody sells something” gives in a
nutshell the place of promotional activities in today’s business.

The promotional activities must aim:

(a) To inform prospective buyers about the existence of a product and its want-satisfying
capabilities.
(b) To remind the users of past and present to its various roles on consumption.
(c) To persuade the prospective buyers in a most effective manner
PROMOTIONAL OBJECTIVES:-
1. To Stimulate Demand:
It is the primary objective of market promotion. Through the use of appropriate means of
market promotion, such as advertising, sales promotion, personal selling, and so forth, the
company can stimulate demand for the product. Market promotion efforts convert potential
buyers into actual buyers. Company, by highlighting product benefits, tries to match the
product with needs, wants, and expectations of buyers. As per need, various means of market
promotion are used to establish the information link with the target customers.
2. To Inform Consumers:
Promotion is aimed at informing consumers about features, qualities, performance, price, and
availability of firm’s products. Market promotion is also a valuable means to inform consumers
the changes made in the existing products and introduction of new products. In the same way,
market promotion, by various tools of market communication, is used for communicating the
special offers, price concession, utility of products, and incentives offered by the company.
3. To Persuade Consumers:
Market promotion is an effective way to persuade consumers the superiority of product over
competitors. A firm can communicate competitive advantages the product offers to distinguish
it from competitors’ products. Obviously, market promotion can assist the firm to convince
buyers that the firm’s product is the best solution to their unmet needs and wants. Advertising
is one of the most effective tools to distinguish the product from competitors’ products.

4. To Promote a New Product:

In a large and decentralized market, market promotion is an inevitable medium to promote a
new product. By suitable promotional strategies, a company can successfully introduce a new
product in the market as against existing products. Company can inform about availability,
distinct features, and price of newly launched product. In every stage of consumer adoption of
a new product, market promotion has critical role to play.
5. To Face Competition:
Market promotion enables the firm to face competition effectively. In today’s market situation,
it is difficult to stand without the suitable promotional efforts. In short, it can be said that
marketer can fight with competitors effectively, can prevent their entry, or can throw the
competitor away from the market by formulating and implementing effective market promotion
strategies.
6. To Create or Improve Image:

Advertising, personal selling, and publicity and public relations – all promotional tools – are
capable to create or improve image and reputation of the firm. Many companies have become
popular in the market due to effective market promotion. Company can reach the customers at
every corner of the world through market promotion.

IMPORTANCE OF PROMOTIONAL ACTIVITIES
1. To Provide Information to Customers About New Products/services
When a company comes in the market with its new products/services, it has to deal with several
challenges. People love to buy from trusted brands that have already captured the market. So,
it is very difficult for a new business person to beat the huge competition and convince people
to buy his/her products/services.
Through different business promotional activities, you make people aware of your new
products/services. A knowledgeable customer always loves to buy your products/services if
they meet their needs their specific needs very well.
2.Creating a Positive Image of The Company
These days, most people use the Internet to find the necessary information, products, services.
Therefore, it is very important for all companies to have a positive image in the eyes of existing
and potential buyers. A company with a good image is praised by customers on different
forums, helping it to get more business opportunities. On the other hand, companies with a
negative image often face the music and have only a few business opportunities. So, you need
to promote your brand o different forums to improve its image and attract new customers.
3. Easy Dissemination of information About the Advantages of Goods
It doesn’t matter how good your products and services are, customers will not purchase it until
and unless they are aware of its importance or advantages. So, as a hardcore business
entrepreneur, you should initiate promotional activities and make people aware of the
importance and advantage of using your products and services. Only then, you will be able to
generate the desired sales and leads.
4. Sales Promotion
Don’t satisfied with the volume of sales you are generating right now. Take part in public
relations and personal sales activities and aim to increase the sales volume every day.
Participate in product exhibitions, contests, lotteries, coupons, loyalty programs, prizes, free
samples, demonstrations, etc, to send business messages to customers easily and quickly and
grow the business volume.

5. Create an Easily Recognizable Logo for Your Business
Every business person is aware of the huge significance of a well-designed logo. As a matter
of fact, a beautifully created logo attracts the attention of people, let them know about the main
business activities of a particular company and identify it easily in the crowd of several
companies.
Therefore, as an important part of business promotional activities, you should have a well-
designed logo and make people aware of it. Once people start to identify your
business/products/services after seeing your logo, it becomes easier for you to sell more
products and services easily and quickly.
6. Frequent Communication with Clients & Customers
We all know the huge importance of frequent communication with clients and customers.
Always keep in mind all customers are not fully aware of the importance of your
products/services. So, through promotional activities, you can communicate with your
clients/customers frequently, solve their problems instantly and sell more products and services
every day.
7. Further Expansion of Your Business
Different promotional activities lay the foundation for the further expansion of your business.
For example- you can give free times to customers to make them feel special and they love to
buy from your frequently. It also helps you to gain more customers and business opportunities
easily and effortlessly.
The Need for Promotional Activities:

Promotion is the final element in the marketing mix. The manufacturer has to take effective
steps in meeting the consumer in the market after taking the decision relating to the nature of
products, its price and its distribution. The present age is of consumer-oriented markets and
therefore, it is the responsibility of manufacturer to know what is required by the buyers.
Even the most useful and want-satisfying product will be a marketing failure if no one knows
it is available. Thus, it becomes essential, rather a duty, of the manufacturers to make the
customers know from where, how, when and at what price the product would be available.
As the distance between producers and consumers increases and as the numbers of potential
consumers grow, promotional activities are necessary. More and more promotional activities
are required to induce the consumers to purchase more and more products and thus demand for

the product is created. A basic purpose of promotion is to let potential customers know about
the products.
Secondly, there is stiff competition among the manufacturers. Therefore, promotional activities
are necessitated. When a producer increases his promotional activities, others also follow the
same and this leads to promotion war.
Thirdly, large scale production can be achieved only with methods of large scale selling, which
is possible only through the promotional activities.
Fourthly, when there is an imperfect market condition, product cannot easily be sold on the
basis of product-differentiation. In such a situation, only the promotion activities draw the
attention of consumers. The customers are attracted to buy the products on the basis of
promotional activities.

A brief explanation is given below:

1. Personal Selling:
Personal selling is a direct or personal method of selling the products. In other words, personal
selling is direct selling. Face-to-face interaction with one or more prospective purchasers for
the purpose of making presentations, answering questions and procuring orders.
2 Direct Marketing:
Direct marketing involves direct communication with selected target customers on a one-to-
one basis to obtain an immediate response and cultivate lasting customer relationships. For
example, using mail, fax, telephone, e-mail, the internet etc.
3. Advertising:
Any paid form of non-personal presentation and promotion of ideas, goods or services by an
identified sponsor. For examples, it includes, newspapers, magazines, outdoor posters, banners,
direct mail, radio, TV, internet etc.
4. Sales Promotions:
A variety of short-term incentives to encourage trial or purchase of a product or service. For
examples, samples, exhibitions, demonstrations, coupons etc.
5. Publicity:
Publicity includes non-personal promotion of demand for products by obtaining publicity
through news in media, TV, Radio magazines, etc.
6. Public Relation:
Public relations include building good relations with the public by obtaining favourable
publicity, building a good corporate image or avoiding unfavourable publicity.

Main Purpose of Promotion:

The overall purpose of promotion is:
(a) To communicate
(b) To convince
(c) To compete
SEGMENTING, TARGETING AND POSITIONING OF MARUTI SUZUKI
SEGMENTING:
Based on the economic strata the Indian automobile consumer segment is divided in five
categories:
- Economy (priced less than 3 lakhs)
- Mid range (priced between 3-5 lakhs)
- Luxury (priced between 5-10 lakhs)
- Premium (priced between 10-20 lakhs)
- Super premium (priced above 20 lakhs)
The economic segment caters to the need of the rural and semi urban population, whereas the
mid range segment takes care to the needs of all three i.e. rural, semi urban and the urban
population. The luxury segment takes care of the semi urban and the urban population and as
there are no cars of Maruti in the super premium segment so the needs of the affluent class is
not fulfilled.

TARGETING:
Maruti is segmented also on the basis of income groups present in the country i.e. the people
having an income of 3 lakhs per annum considers cars of economy range which is ALTO.
People falling in the income range of 3-5 lakhs per annum consider the mid range segment of
Maruti cars which include WAGONR and S-PRESSO. The people with an income more than
5 lakhs per annum mainly considers cars in luxury and premium segment of Maruti cars such
as SWIFT, CELERIO, VITARA BREZZA, Dzire etc.
POSITIONING
There are various taglines associated with different Maruti cars which signifies the uniqueness
of each car on its own, like the tagline for ALTO is “Let’s Go In An Alto” , for SWIFT it is
“You Are The Fuel” and for ERTIGA it is “A Feeling Called LUV”. These taglines completely
associate all these cars.
REPOSITIONING
Since the demand of the Indian consumer has risen and also a stiff competition faced by Maruti
in the car segment has forced Maruti to reposition some of its product and also to discontinue
some products which were not making profits. Omni has been given a major facelift in the
terms of interiors and exteriors and the new version called Omni Cargo was launched in the for
the people who wanted a car to travel and also carry the cargo carried by them.
Wagon-R was perceived as dull boxy car when it was launched. Then further modifications
were made in engine to increase performance and a facelift in the form of sporty looking grills
on the roof. Now it is one of the most successful models in Maruti. The production of Zen was
stopped as the demand for a product which involved recent technology was required.
PHASING OUT OF CERTAIN MODELS:

Maruti Suzuki’s first sedan Esteem (formerly called Maruti 1000) was phased out slowly due
to availability of other cars with better features at the same price from it’s competitors stable.
It was soon replaced by Swift Dzire to gain back the lost market share.

MARUTI SUZUKI PROMOTIONAL ACTIVITIES
• Money off coupon

• Competitions
• Discount voucher
• Free gifts
• Loyalty cards
• Advertisement
• Demo
• Exchange offer
• Loan
• Extended warranty
• Social Media marketing
• Maruti Driving School
• Corporate Visits
• Events
Money off coupons:-

Customers receive coupons, or cut coupons out of newspapers or a products packaging that
enables them to buy the product next time at a reduced price. This money coupon helps the
customer to avail the discount on the next or upcoming purchases. Maruti uses these
promotional activities to attract customer. These activities are mainly performed during the
time of festival like Diwali, Christmas, New year etc.
Competitions
Buying the product will allow the customer to take part in a chance to win a prize. The
customers are provided a chance to participate in a competition and win an exciting prize.
These are done or performed for increasing sales.

Discount vouchers
A voucher (like a money off coupon). Discount vouchers are same like the money voucher.
These vouchers are used by Maruti Suzuki, like recent discount voucher of Maruti was known
as “DIWALI DHAMAKA COUPON” which was during festive season.
Free gifts
A free product when buy another product. The customer is provided with a free gift at a time
of purchase in order to retain the customer and provided better purchasing experience. Like in
Maruti Suzuki free gifts are provided like gold coin, silver coin, trolley bags, travel vouchers
etc.
Point of sale
Materials e.g. posters, display stands – ways of presenting the product in its best way or show
the customer that the product is there. Maruti Suzuki apart from posters, display stands uses
automated machine which explains about the cars and give knowledge about the details of the
car, it also shows the detailed and 360* view of the car which help the customers to get proper
information of the cars and help to make choices regarding models of the cars.
Loyalty cards
Loyalty cards have recently become an important form of sales promotion. They encourage the
customer to return to the retailer by giving them discounts based on the spending from a
previous visit. Loyalty cards can offset the discounts they offer by making more sales and
persuading the customer to come back. This is very valuable marketing research and can be
used in the planning process for new and existing products. Maruti uses this technique to
provide discounts on accessories and spare parts.
ADVERTISEMENT
Advertisement is an audio or visual form of marketing communication that employs an openly
sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of
advertising are often businesses who wish to promote their products or services. Advertising is
differentiated from public relations in that an advertiser usually pays for and has control over
the message. It is differentiated from personal selling in that the message is non-personal, i.e.,
not directed to a particular individual. Advertising is communicated through various mass
media, including old media such as newspapers, magazines, Television, Radio, outdoor
advertising or direct mail; or new media such as search results, blogs, websites or text
messages. The actual presentation of the message in a medium is referred to as an advertisement
or "ad". Commercial ads often seek to generate increased consumption of their products or
services through "branding," which associates a product name or image with 13 certain
qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate
sale are known as direct response advertising. Maruti Suzuki uses various forms of
advertisements such as newspaper ads, magazine ads, television ads, direct mail ads, etc.

DEMO
Demo A demonstration of a product or technique. Maruti Suzuki provides free demo of cars
and free test rides to the customers. Customers can easily book demo and test ride through
calling on toll free number and booking through official site. This helps the customer to get
knowledge about the product of service he/she is intended to buy. These activities attract
customers and also help company to increase sales.
EXCHANGE OFFERS
An exchange offer, in finance, corporate law and securities law, is a form of tender offer, in
which securities are offered as consideration instead of cash. Maruti Suzuki has launched a
specific outlet for exchanging cars and for buying and selling used cars which is knows as
“TRUE VALUE”. With the help of true value consumers can easily buy or exchange vehicles
in turn they don’t charge extra. Maruti Suzuki true value help consumers to exchange used cars
and get additional discount on new cars without paying extra. True Value is certified and
consumers find easy to buy and sell cars and Maruti Suzuki can increase customers and sales
through it.
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 vehicles through SBI-
Maruti Finance. SBI-Maruti Finance is currently available in 166 cities 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 vehicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank
Overseas 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 Suzuki holds
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 competitive interest
rates to its customers, which are lower by 0.25% to 0.5% from the market rates.
Extended warranty
Extended warranty An extended warranty, sometimes called a service agreement, a service
contract, or a maintenance agreement, is a prolonged warranty offered 14 to consumers in
addition to the standard warranty on new items. The extended warranty may be offered by the
warranty administrator, the retailer or the manufacturer. Extended warranties cost extra and for
a percentage of the item's retail price. Occasionally, some extended warranties that are
purchased for multiple years state in writing that during the first year, the consumer must still
deal with the manufacturer in the occurrence of malfunction. Thus, what is often promoted as
a five-year extended guarantee, for example, is actually only a four-year guarantee. Maruti
Suzuki provides this facility to consumers which enable customers to get risk free in case of
any defect in the cars.

SOCIAL MEDIA MARKETING

Social Media Marketing is the use of social media platforms and websites to promote a product
or service. Most of these social media platforms have their own built-in data analytics tools,
which enable companies to track the progress, success, and engagement of ad campaigns.
Companies address a range of stakeholders through social media marketing including current
and potential customers, current and potential employees, journalists, bloggers, and the general
public. On a strategic level, social media marketing includes the management of the
implementation of a marketing campaign, governance, setting the scope (e.g. more active or
passive use) and the establishment of a firm's desired social media "culture" and "tone". To use
social media effectively, firms should learn to allow customers and Internet users to post user-
generated content (e.g., online comments, product reviews, etc.), also known as "earned
media", rather than use marketer- 15 prepared advertising copy. Maruti Suzuki uses various
social media marketing methods to promote their brand like ads in facebook, ads in youtube,
ads in different websites etc.
MARUTI DRIVING SCHOOLS
Maruti Suzuki also started “Maruti Driving School” with the aim to train customers who wish
to learn driving at some fees which also be called as promotional activity because These schools
are modelled on international standards, where learners go through classroom and practical
sessions. Many international practices like road behaviour and attitudes are also taught in these
schools. Before driving actual vehicles participants are trained on simulators.
CORPORATE VISITS:-
Maruti Suzuki also perform corporate visits which helps in promoting their brand. Maruti
Suzuki also does schools, college visits, banks etc. These corporate visits help customers to get
to know about the cars and features of the cars, finance facilities and also provide free test rides
to the customers.
EVENTS:-
Maruti Suzuki also conduct events which helps in promoting their cars. Events are conducted
time to time to in malls, parks etc. Events help to increase sales as well as provide information
to customers regarding products and services offered by Maruti Suzuki.

CHAPTER-4
RESEARCH OBJECTIVES

1.OBJECTIVES OF THE STUDY:-
 To study promotional activities carried out by Maruti Suzuki India Ltd.
 To find out responses of customers towards promotional activities carried out by Maruti
Suzuki India Ltd.
 To understand widely accepted promotional activities of Maruti Suzuki India Ltd.
 To examine whether consumer buying decision is affected by promotional activities

carried out by Maruti Suzuki India Ltd.

CHAPTER-5 RESEARCH
METHODOLOGY

This section will discuss about the research plan and sampling plan used in the study. The
following table can be taken as a guideline for preparing this section.
“Research Methodology is a way to systematically solve the research problem.” It is a science
of studying how research is done scientifically. We study the various steps that are generally
adopted by a researcher in studying his research problem along with logic behind them.
RESEARCH DESIGN DESCRIPTIVE RESEARCH DESIGN

DATA COLLECTION PRIMARY AND SECONDARY DATA
RESEARCH INSTRUMENT QUESTIONNAIRE
SAMPLNG TECHNIQUE CONVENIENCE SAMPLING
SAMPLING LOCATION MARUTI SUZUKI ARENA (CHAUHAN AUTOMOBILES)
SAMPLING LOCATION BHILAI
SAMPLE SIZE 100 CUSTOMERS OF MARUTI SUZUKI (CHAUHAN AUTO.)
RESEARCH DESIGN:
A research is the arrangement of condition for collection and analysis of data in a manner that
aims to combine relevance to research purpose with economy in procedure. In fact, the research
design is the conceptual structure within which research is conducted, it constitutes the blue
print of the collection, measurement and analysis of the data.
DESCRIPTIVE RESEARCH:
Descriptive research is a study designed to depict the participants in an accurate way. More
simply put, descriptive research is all about describing people who take part in the study. There
are three ways a researcher can go about doing a descriptive research project and they are:
 Observational, defined as a method of viewing and recording the participants.
 Case study, defined as an in-depth study of an individual or group of individuals.
 Survey, defined as a brief interview or discussion with an individual about a specific topic.
SAMPLING METHODOLOGY:
When researcher study the characteristic of each and every unit in a given population, in the
investigation of such population sampling method is very useful. The sampling method is
useful carried out by complete enumeration or census method.
CONVENIENCE SAMPLING:
Convenience sampling (sometimes known as grab or opportunity sampling) is a type of non
probability sampling which involves the sample being drawn from that part of the population
which is close to hand. That is, a population is selected because it is readily available and
convenient. The researcher using such a sample cannot scientifically make generalizations
about the total population from this sample because it would not be representative enough. This
type of sampling is most useful for pilot testing.

SAMPLING SIZE:
Sample size relates to how many people to pick for the study. According to the law of large
numbers, the larger the sample size, the better the estimates, or the larger the sample the closer
the "true" value of the population is approached. Here the sampling size is 100 customers of
Maruti Suzuki India Ltd. in the Bhilai area.
SAMPLING AREA:
Sampling area is “MARUTI SUZUKI ARENA” (CHAUHAN AUTOMOBILES, BHILAI
CHHATTISGARH)
DATA COLLECTION:
For any study there must be data for analysis purpose. Without data there is no means of study.
Data collection plays an important role in any study. It can be collected from various sources.
I have collected the data from two sources which are given below:
1. PRIMARY DATA
=> Personal Interview of customers

=> Observation Method
=> Information from Staff
=> Questionnaire
2.SECONDARY DATA
=> Published sources such as newspapers, magazines etc.
=> Website of Maruti Suzuki India Ltd.

DEMOGRAPHIC CHARACTERISTICS OF THE RESPONDENTS:
1. AGE OF THE RESPONDENTS

AGE PERCENT
BELOW 18 24
19-40 45
ABOVE 40 31
TOTAL 100
2 .GENDER OF THE RESPONDENTS:

GENDER PERCENT
MALE 64
FEMALE 36
TOTAL 100
3 .OCCUPATION OF THE RESPONDENTS:

OCCUPATION PERCENT
BUSINESS 26
EMPLOYED 54
PROFESSIONAL 5
OTHER 15
TOTAL 100
4 .INCOME OF THE RESPONDENTS

INCOME PERCENT
UPTO 2 LAKHS 30
2.1-4.0 40
4.1-6.0 15
6.1-8.0 10
ABOVE 8 LAKHS 5
TOTAL 100
5.MARITAL STATUS OF RESPONDENTS

MARITAL NO. OF
STATUS RESPONDENTS
MARRIED 63
UNMARRIED 37
TOTAL 100

CHAPTER-6
DATA ANALYSIS
AND
INTERPRETATION

1- Did you know sales promotional activities implemented by Maruti

Suzuki India Ltd ?
SR.NO RESPONSES PERCENTAGE

1. YES 85%
2. NO 15%
3. TOTAL 100%
80%
20%
0%
YES NO
YES NO
INTERPRETATION
Among the total customers surveyed, 80% of the customers knew promotional activities
implemented by Maruti Suzuki (India) Ltd with reference to Maruti Suzuki Arena (Chauhan
Automobiles) while making their purchase decision. Remaining 20% customers were not well
aware of sales promotional activities carried out Maruti Suzuki India Ltd.

2- Which sales promotional activities did you come across when buying
Maruti Suzuki Cars?
S.NO PROMOTINAL TOTAL
ACTIVITIES
1. DISCOUNT VOUCHERS 25%

2. EXCHANGE OFFERS 16%
3. ADVERTISEMENTS 28%
4. CONTESTS 3%
5. EVENTS 6%
6. CORPORATE VISITS 2%
7. DEMO AND FREE TEST 5%
DRIVES
8. FREE GIFTS 15%
TOTAL 100%
NO. OF RESPONDENTS
DISCOUNT VOUCHERS
15% EXCHANGE OFFERS

25%
5%
2% ADVERTISEMENTS
6%
3%
16%
CONTESTS
28%
EVENTS
INTERPRETATION
- Among the total customers surveyed, 28% of customers came across advertisements.
- 25% of customers came across events.
- 16% of customers came across exchange offers when buying cars from Maruti Suzuki
Arena.
- 15% of customers came across free gifts.
- 6% of customers came across events.
- 5% of customers came across demo and free test rides.
- 3% of customers came across contests.
- 2% of customers came across corporate visits form of promotional activity when
buying cars from Maruti Suzuki Arena (Chauhan Automobiles Bhilai.)
According to the above explanation and pie chart it is clearly understandable

that among the total customers, they came across promotional activities like
advertisements, discount vouchers, free gifts and contests more as compared
to other promotional activity.

3) Which of the sales promotional activities exerted major influence

on your decision to purchase Maruti Suzuki Cars?
S.NO PROMOTINAL ACTIVITIES TOTAL

3. ADVERTISEMENTS 28%
4. CONTESTS 3%
5. EVENTS 6%
7. DEMO AND FREE TEST DRIVES 5%
8. FREE GIFTS 15%
100%
28
25
16 15
00 0 0 00 0 0 03 6 2 5
DISCOUNT VOUCHERS EXCHANGE OFFERS ADVERTISEMENTS

CONTESTS EVENTS CORPORATE VISISTS
DEMO AND FREE TEST RIDES FREE GIFTS
INTERPRETATION
- Among the total customers 25% of the customers were influenced by discount offers.
- 16% of the total customers were influenced by exchange offers while buying Maruti
cars.
- 28% of the total customers were influenced by advertisements like newspapers,
magazine, social media marketing, tv ads, radio ads etc.
- 3% of the total customers were influenced by contests.
- 6% of total customers were influenced by events.
- 2% of total customers were influenced by corporate visits.
- 5% of total customers were influenced by demo and free test drives.
- 15% of total customers were influenced by free gifts while buying Maruti Suzuki cars.
It is clearly shown in the graph that customers were more influenced by

discount offers, exchange offers, advertisements and free gifts as compared
to other promotional activities when buying Maruti Suzuki cars from
Chauhan automobiles.

4-Do you believe promotional activities facilitate decision making while

buying a car?
S.NO TYPE OF RESPONSE FROM NO. OF
CUSTOMER RESPONDENTS
1. STRONGLY AGREE 20%
2. AGREE 35%
3. NEUTRAL 30%
4. DISAGREE 10%
5. STRONGLY DISAGREE 5%
TOTAL 100%
35
30
20
10
0 0 0 0 0 0 0 0 0 0 5
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE
INTERPRETATION
- Among the total customers, 20% of the customers strongly agreed that promotional
activities facilitate decision making while buying a car.
- Among the total customers, 35% of the customers agree that promotional activities
facilitate decision making while buying a car.
- Among the total customers, 30% were neutral .
- Among the total customers, 10% of the customers disagree with this belief that
promotional activities facilitate decision making while buying cars.
- Among the total customers, 5% of the customers strongly disagree with this belief.
With the above explanation &graph it is easy to understand that customers

who agreed were more than who disagreed this belief that promotional
activities facilitate decision making while buying Maruti Suzuki cars.

5-Does promotional activities create awareness about brands?

2. AGREE 40%
3. NEUTRAL 20%
4. DISAGREE 10%
TOTAL 100%
40
26
20
10
0 0 0 0 0 0 0 0 0 4
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY

DISAGREE
INTERPRETATION
- Out of the total customers 26% strongly agree that promotional activities create
immense awareness about brands.
- Among the total customers 40% agree that promotional activities create immense
awareness about brands.
- Out of the total customers 20% of the customers were neutral towards this.
- Among total customers 10% disagree that promotional activities create immense
awareness about brands.
- Out of total customers 4% strongly disagree with this statement.
With the above graph and interpretation it is clearly shown that more customers of
Maruti Suzuki Arena (Chauhan Automobiles Bhilai) were agreed that promotional
activities create immense awareness about brands as compared to customers who
disagreed with this statement.

6-Did your decision of buying a Maruti Suzuki Car, a result of

promotional activities carried out by Maruti Suzuki?
RESPONSE NO. OF RESPONDENTS
YES 70%
NO 23%
DON’T KNOW 07%
TOTAL 100%
NO.OF RESPONDENTS
7%
23%
YES
NO
DON'T KNOW
70%
INTERPRETATION
- Out of the total customers, 70% customers of Maruti Suzuki India Arena (Chauhan
Automobiles Bhilai) responded YES that their decision of buying Maruti cars was a
result of promotional activities carried out by Maruti Suzuki.
- Out of the total customers of Maruti Suzuki Arena (Chauhan Automobiles), 23%
responded NO that their decision of buying Maruti cars was a result of promotional
activities carried out by Maruti Suzuki.
- Among the total customers 7% didn’t knew that their decision of buying Maruti cars
was a result of promotional activities carried out by Maruti Suzuki.
With the above pie chart, it is clearly understood that 70% customers of Maruti Suzuki
Arena (Chauhan Automobiles) were of the view that their decision of buying Maruti
Suzuki cars was a result of promotional activities carried out by Maruti Suzuki India
Ltd.

7- Which of the following promotional activities, did u find more appealing?

S.NO PROMOTINAL ACTIVITIES TOTAL
1. ADVERTISEMENTS (T.V , 37%

NEWSPAPERS, SOCIAL
MEDIA,RADIO )
4. CONTESTS 2%
5. EVENTS 5%
7. DEMO AND FREE TEST DRIVES 5%
8. FREE GIFTS 15%
9. SPECIFY IF OTHER 8%
100%
37
15 15
10 8
5 3 5
00 0 0 00 0002
ADVERTISEMENTS EXCHANGE OFFERS DISCOUNT VOUCHERS

CONTESTS EVENTS CORPORATE VISITS
DEMO AND FREE TEST DRIVES FREE GIFTS SPECIFY IF OTHER
INTERPRETATION
- 37% of total customers found advertisements more appealing.
- 15% of total customers found exchange offers to be more appealing.
- 10% of total customers found discount vouchers more appealing.
- 2% of total customers found contests more appealing.
- 5% of total customers found events more appealing.
- 3% of total customers found corporate visits more appealing.
- 5% of total customers found demo and free test drives more appealing.
- 15%of total customers found free gifts more appealing.
- 8% of total population found other promotional activities like social marketing etc more
appealing.
With the above explanation it is easy to understand that customers of Maruti Suzuki
Arena (Chauhan Automobiles) found advertisements, exchange offers, discount vouchers
and free gifts more appealing as compared to other promotional activities by Maruti
Suzuki India Ltd.

8- Is promotional activities responsible for increasing sales?

2. AGREE 45%
3. NEUTRAL 16%
4. DISAGREE 10%
TOTAL 100
45
25
16
10
0 0 0 0 0 0 0 0 0 4
INTERPRETATION
- Out of the total customers in Maruti Suzuki Arena (Chauhan Automobile) 25% strongly
agree that promotional activities are responsible for increasing sales.
- Out of total customers 45% agree that promotional activities are responsible for
increasing sales.
- Among the total population 16% were neutral to the statement that promotional
activities are responsible for increasing sales.
- Out of total customers 10% customers were disagree to the statement.
- Among total customers 4% customers were strongly disagree with the following
statement.
With the above graph and explanation it is clarified that customers in Maruti Suzuki
Arena (Chauhan Automobiles) were agreed more that promotional activities are
responsible for increasing sales than that of customers who were disagreed.

9- According to you, in-store advertisement affects the consumer’s buying

decision?
2. AGREE 30%
3. NEUTRAL 25%
4. DISAGREE 20%
TOTAL 100%
25 25
20 20
10
0 0 0 0 0 0 0 0 0
INTERPRETATION
- Out of the total customers in Maruti Suzuki Arena (Chauhan Automobiles) 20%
strongly agree that in-store advertisements affects consumers buying decision.
- Out of the total customers 25% agree that in-store advertisements afeects consumer
buying decision.
- Among the total customers 25% were neutral to this statement.
- Among the total customers 20% were disagree that in-store advertisements affects
consumer buying decision.
- Among the total customers 10% were strongly disagree to this statement.
With the above explanation and graph it is clarified that customer have
different opinions regarding this statement and conclusion regarding this
statement cannot be drawn accurately.

10- Which source of information did you find more trustworthy and
appealing?
PROMOTIONAL ACTIVITY NO. OF
RESPONDENTS
PRINT MEDIA (NEWSPAPERS, 20%
MAGAZINES)
SOCIAL MEDIA 20%
EVENTS 10%
ADVERTISEMENTS (TV, RADIO) 30%
HOARDINGS AND BILL BOARDS 20%
TOTAL 100%
NO. OF RESPONDENTS
20% 20% PRINT MEDIA

SOCIAL MEDIA
EVENTS
20% ADVERTISEMENTS
30%
HOARDINGS AND BILL BOARDS
10%
INTERPRETATION
- Among the total customers of Maruti Suzuki Arena (Chauhan Automobiles) 20% of the
customers find print media source of information more trustworthy and appealing.
- About 20% of the total customers find social media source of information more
appealing and trustworthy.
- About 10% of the total customers find events more trustworthy and appealing.
- About 30% of the total customers find advertisements more trustworthy and appealing
- About 20% of the total population find hoardings and bill boards more trustworthy and
appealing.
With the above pie chart it is clarified that different customers have
different choice of source of information that they find more trustworthy
and appealing. So this cannot be interpreted accurately due to different
choices and decision of customers.

11- Your overall shopping experience due to offers and discounts by

Maruti Suzuki Arena (Chauhan Automobiles) ?
RATINGS NO. OF RESPONDENTS
GOOD 60%
AVERAGE 30%
POOR 10%
TOTAL 100%
60
30
10
0 0 0 0 0 0
GOOD AVERAGE POOR
GOOD AVERAGE POOR
INTERPRETATION
- Among the total customers of Maruti Suzuki Arena (Chauhan Automobiles) 60% rated
good overall shopping experience due to offers and discounts given by Maruti Suzuki.
- Among the total customers of Maruti Suzuki Arena (Chauhan Automobiles) 30% rated
average overall shopping experience due to offers and discounts given by Maruti
Suzuki.
- Among the total customers of maruti Suzuki Arena (Chauhan Automobiles) 10% rated
poor overall shopping experience due to offers and discounts provided by Maruti
Suzuki.
With the above graph and explanation it is clearly understood that 60%
customers rated good overall shopping experience due to offers and
discounts given by Maruti Suzuki.

12- How do you rate the promotional activities of the company?

RATINGS NO. OF RESPONDENTS
GOOD 70%
AVERAGE 20%
POOR 10%
TOTAL 100%
NO. OF RESPONDENTS
10%
GOOD
20%
AVERAGE
POOR
70%
INTERPRETATION
- Among the total customers of the Maruti Suzuki Arena (Chauhan Automobiles) 70%
rated ‘GOOD’ the promotional activities of the company (Maruti Suzuki India Ltd.)
- Among the total customers of the Maruti Suzuki Arena (Chauhan Automobiles) 20%
rated ‘AVERAGE’ the promotional activities of the company (Maruti Suzuki India
Ltd.)
- Among the total customers of the Maruti Suzuki Arena (Chauhan Automobiles)10%
rated ‘POOR” the promotional activities of the company (Maruti Suzuki India Ltd).
With the above pie chart it is clearly understood that 70% of the customers
of Maruti Suzuki Arena (Chauhan Automobiles) rated ‘GOOD’ the
promotional activities of the company (Maruti Suzuki India Ltd.).

13- Do you think promotional activities will help the company to find their
potential customer?
ANSWER NO. OF RESPONDENTS

YES 70%
NO 20%
DON’T KNOW 10%
TOTAL 100%
70
20
0 0 0 0 0 0 10
YES NO DON’T KNOW
YES NO DON'T KNOW
INTERPRETATION
- Out of the total customers of Maruti Suzuki Arena (Chauhan Automobile) 70% of the
customers responded “YES” to statement that promotional activities will help the
company to find their potential customers.
- Out of the total customers of Maruti Suzuki Arena (Chauhan Automobile) 20%
responded “NO’ to statement that promotional activities will help the company to find
their potential customers.
- Out of the total customers of Maruti Suzuki Arena (Chauhan Automobile) 10%
responded “DON’T KNOW” NO’ to statement that promotional activities will help the
company to find their potential customers.
With the above graph and observation it is clearly understood that 70% of
the customers of the Maruti Suzuki Arena (Chauhan Automobiles)
responded “YES” to the statement that promotional activities help to find
their potential customers.

14- Will you recommend Maruti Suzuki to your friends and family?
ANSWER NO. OF RESPONDENTS

YES 90%
NO 10%
TOTAL 100%
NO. OF RESPONDENTS
10%
YES
NO
90%
INTERPRETATION
customers rated “YES” that they will recommend Maruti Suzuki Cars to their family
and friends.
customers rated “NO” that they will recommend Maruti Suzuki cars to their family and
friends.
With the above pie chart and observation it is clearly understood that
90% customers of Maruti Suzuki Arena (Chauhan Automobiles) will
recommend Maruti Suzuki cars to their family and friends.

CHAPTER-7
FINDINGS

 Promotional activities were found significant in influencing consumer buying decision.
 Among the total customers surveyed, maximum customers knew the promotional
activities implemented by Maruti Suzuki India Ltd.
 Most of the customers came across promotional activities like advertisements, discount
vouchers, free gifts and contests more as compared to other promotional activity.
 Customers were more influenced by discount offers, exchange offers, advertisements and
free gifts as compared to other promotional activities when buying Maruti Suzuki.
 It was found that customers agreed were more than who disagreed the belief that
promotional activities facilitate decision making while buying Maruti Suzuki cars.
 It was found that more customers were agreed that promotional activities create immense
awareness about brand as compared to customers who disagreed with this statement.
 Many customers were of the view that their decision of buying Maruti Suzuki cars was a
result of promotional activities carried out by Maruti Suzuki.
 Customers found advertisements, exchange offers, discount vouchers and free gifts were
more appealing as compared to other promotional activities by Maruti Suzuki India Ltd.
 It was found that promotional activities are responsible for increasing sales.
 It was found that in-store advertisements affects differently on different customers and
thus it stimulates buying decision.
 Customers have different choice of source of information that they find more trustworthy
and appealing. So this cannot be interpreted accurately due to different choices and
decision of customers.
 It was found customers rated good overall shopping experience due to offers and
discounts given by Maruti Suzuki.
 It was found that customers rated ‘GOOD’ the promotional activities of the company
(Maruti Suzuki India Ltd.).
 It was found that customers responded “YES” to the statement that promotional activities
help to find their potential customers.
 It was found that customers will recommend Maruti Suzuki cars to their family and
friends.

CHAPTER-8
RECOMMENDATIONS

1- Maruti Suzuki Arena (Chauhan Automobiles) should provide good discounts and
loyalty to the existing customers. To attract new customers it should give better
discounts and gifts for the purchases made by the customers.
2- Maruti Suzuki Arena (Chauhan Automobiles) should improve its promotional

platforms to reach the new customers.
3- Maruti Suzuki Arena (Chauhan Automobiles) should train their sales executives
properly with adequate knowledge and skill to handle customers.
4- Maruti Suzuki Arena should focus on mass advertisement to attract new customers and
as well as existing customer.
5- Maruti Suzuki Arena should increase their training period for sales executives so, that
they get adequate knowledge to handle customers.
6- Maruti Suzuki Arena should focus more on increasing sales by arranging various
promotional activities like events, t.v ads, radio ads etc.

CHAPTER-9
LIMITATIONS OF THE
STUDY

1.There was limited geographical area of the study.
2. There was limited time span of the study.
3. Unwillingness of the consumers to fill the questionnaire.
4. Consumers were not willing to give the complete information about product.
5. Problems are related to behaviour of the people at the time of working in survey. So, it is
difficult to predict the behaviour of the customers.
6. All the customers are not satisfied with style, price and overall Performance of car i.e. it is
very difficult to suit all the needs of customers.

CHAPTER-10
CONCLUSION

It is the concluded that promotional activities is important to improve the sales of the company
and to reach new customers. Each and every organization should have a good strategic plan for
their promotion to withstand in the market with huge competition. The discounts,
advertisements, events, free gifts, money off coupons, corporate visit, demo & free test drives,
loyalty program etc. in the company will improve the sales by attracting new customers. The
best promotional activity will help the company to fulfil the organizational objectives.
Promotional activities are must to improve their sales in every organizations.
The sales is monitored based on the promotional activities practiced by the organization, the
company should have better promotional activities practiced in the organization to estimate the
sales. Therefore, the promotional activity plays a vital role in the organization to fulfil the
organizational goals and objectives. The company should frame the best strategic plan to meet
the competition in the market and fulfil the customer needs. Many authors has proved that the
promotion is the key that helps the company to achieve the sales. According to Philp Austin
said that “Promotion is a force that attracts humans to consume the products” This explains
that how sales promotion activities influences the customer to buy a product.

CHAPTER-11
ANNEXURE

ANNEXURE
1. AGE
AGE TICK THE SUITABLE
OPTION
BELOW 18 YEARS
19-40
ABOVE 40 YEARS
2.GENDER
GENDER TICK THE SUITABLE

OPTION
MALE
FEMALE
3. OCCUPATION
OCCUPATION TICK THE SUITABLE
OPTION
BUSINESS
EMPLOYED
PROFESSIONAL
OTHER
4.INCOME
INCOME TICK THE SUITABLE
OPTION
UPTO 2 LAKHS
2.1-4.0
4.1-6.0
6.1-8.0
ABOVE 8 LAKHS
5.MARITAL STATUS
MARITAL STATUS TICK THE SUITABLE
OPTION
MARRIED
UNMARRIED

1- Did you know sales promotional activities implemented by Maruti Suzuki India Ltd ?
RESPONSE TICK THE SUITABLE
OPTION
YES
NO
2- Which sales promotional activities did you come across when buying Maruti Suzuki
Cars?
PROMOTIONAL TICK THE SUITABLE
ACTIVITIES OPTION
DISCOUNT VOUCHERS
EXCHANGE OFFERS
ADVERTISEMENTS
CONTESTS
EVENTS
CORPORATE VISITS
DEMO AND FREE TEST
DRIVES
FREE GIFTS
3) Which of the sales promotional activities exerted major influence on your decision to
purchase Maruti Suzuki Cars?
PROMOTIONAL TICK THE SUITABLE

ACTIVITIES OPTION
DISCOUNT VOUCHERS
EXCHANGE OFFERS
ADVERTISEMENTS
CONTESTS
EVENTS
CORPORATE VISITS
DEMO AND FREE TEST
DRIVES
FREE GIFTS

4-Do you believe promotional activities facilitate decision making while buying a car?
RESPONSES TICK THE SUITABLE
OPTION
STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE
5-Does promotional activities create immense awareness about brands?

OPTION
STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE
6-Did your decision of buying a Maruti Suzuki Car, a result of promotional activities
carried out by Maruti Suzuki?
OPTION
YES
NO
DON’T KNOW
7-Which of the following promotional activities, did u find more appealing?

PROMOTIONAL TICK THE SUITBALE
ACTIVITIES OPTION
ADVERTISEMENTS
(TV,NEWSPAPER,SOCI
AL MEDIA,RADIO)
EXCHANGE OFFERS
DISCOUNT VOUCHERS
CONTESTS
EVENTS
CORPORATE VISITS
DEMO AND FREE TEST
DRIVES
FREE GIFTS
SPECIFY IF OTHER

8- Is promotional activities responsible for increasing sales?

OPTION
STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE
9- According to you, in-store advertisement affects the consumer’s buying decision?

OPTION
STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE
10- Which source of information did you find more trustworthy and appealing?
PROMOTIONAL ACTIVITY SELECT THE SUITABLE
OPTION
PRINT MEDIA
(NEWSPAPERS,
MAGAZINES)
SOCIAL MEDIA
EVENTS
ADVERTISEMENTS (TV,
RADIO)
HOARDINGS AND BILL
BOARDS
11- Your overall shopping experience due to offers and discounts by Maruti Suzuki
Arena (Chauhan Automobiles) ?
RATINGS SELECT THE
SUITABLE OPTION
GOOD
AVERAGE
POOR

12- How do you rate the promotional activities of the company?

RATINGS SELECT THE
SUITABLE OPTION
GOOD
AVERAGE
POOR
13- Do you think promotional activities will help the company to find their potential
customer?

OPTION
YES
NO
DON’T KNOW
14- Will you recommend Maruti Suzuki to your friends and family?
OPTION
YES
NO

CHAPTER-12
BIBLIOGRAPHY

BIBLIOGRAPHY
BOOKS:-
 Kothari C.R.; Research Methodology Methods & Techniques (second revised edition
New Age International (P) Ltd.
 Philip Kotler: Principles Marketing, Prentice Hall of India
CITATION FROM WEBSITE:-

 www.marutisuzuki.com
 www.wikipedia.com
 www.yourarticlelibrary.com
 www.bbamantra.com
 www.businessmanagementideas.com

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Project Report & Viva Voce Roll No.

G.D Rungta College Of Science & Technology 1|Page

G.D Rungta College Of Science & Technology 2|Page

G.D Rungta College Of Science & Technology 3|Page

G.D Rungta College Of Science & Technology 4|Page

CERTIFICATE FROM COMPANY

G.D Rungta College Of Science & Technology 5|Page

CHAPTERS CONTENTS Pg.NO.

CERTIFICATE FROM COMPANY

CHAPTER-1 INTRODUCTION 7-8

CHAPTER-2 COMPANY PROFILE 9-20

CHAPTER-3 LITERATURE REVIEW 21-44

CHAPTER-4 RESEARCH OBJECTIVES 45-46

CHAPTER-5 RESEARCH METHODOLOGY 47-50

CHAPTER-6 DATA ANALYSIS AND INTERPRETATION 51-65

CHAPTER-7 FINDINGS 66-67

CHAPTER-8 RECOMMENDATIONS 68-69

CHAPTER-9 LIMITATIONS OF STUDY 70-71

CHAPTER-10 CONCLUSION 72-73

CHAPTER-11 ANNEXURE 74-79

CHAPTER-12 BIBLIOGRAPHY 80-81

G.D Rungta College Of Science & Technology 6|Page

G.D Rungta College Of Science & Technology 7|Page

G.D Rungta College Of Science & Technology 8|Page

G.D Rungta College Of Science & Technology 9|Page

ABOUT MARUTI SUZUKI

HISTORY OF MARUTI SUZUKI

Affiliation with Suzuki:-

G.D Rungta College Of Science & Technology 10 | P a g e

G.D Rungta College Of Science & Technology 11 | P a g e

Joint venture related issues

G.D Rungta College Of Science & Technology 12 | P a g e

 THE COMPANY’S MISSION:

- Internationally competitive company in terms of its products and services.

G.D Rungta College Of Science & Technology 13 | P a g e

 THE COMPANY’S CORE VALUE:

- Building a continuously improving organization adaptable to quick change

PRODUCTS AND SERVICES OFFERED BY MARUTI SUZUKI

Model Production Category Image Outlet

G.D Rungta College Of Science & Technology 14 | P a g e

Vitara 2016– compact

G.D Rungta College Of Science & Technology 15 | P a g e

Model Launched Discontinued Category Image

800 1983 2013 Hatchback

Omni 1984 2019 Microvan

Gypsy E 1985 2000 Mini SUV

Gypsy King 1985 2017 Mini SUV

1000 1990 2000 Sedan

Zen 1993 2003 Hatchback

G.D Rungta College Of Science & Technology 16 | P a g e

Esteem 1994 2010 Sedan

Baleno 1999 2007 Sedan

Baleno Altura 2000 2003 Station Wagon

Alto 2000 2012 Hatchback

Versa 2001 2010 Minivan

Grand Vitara XL7

Zen Estilo 2007 2013 Hatchback

SX4 2007 2014 Sedan

A-star 2008 2014 Hatchback