A PROJECT REPORT ON EFFECTIVENESS OF ADVERTISEMENT FOR SALES OF PASSENGER CAR FOR THE PARTIAL FULFILLMENT OF REQUIREMENT FOR THE

AWARD OF POST GRADUATE DIPLOMA IN MANAGEMENT.

UNDER THE GUIDANCE OF:
MR. AJAY KUMAR (MARKETING FACULTY)

UNDER THE SUPERVISION OF:

MR.SANJAY PATHAK (H.R. MANAGER)

SUBMITTED BY: RITESH KUMAR SRIVASTAVA

PGDM (2008-2010)

INSTITUTE OF ADVANCED MANAGEMENT& RESEARCH (APPROVED BY AICTE &MINISTRY OF HRD,GOVT OF INDIA) 9TH MILE STONE DELHI-MEERUT ROAD DUHAI GHAZIABAD

CERTIFICATE

Institute of Advanced Management and Research Ghaziabad

Approved by A.I.C.T.E, Ministry of HRD, Govt. of India

CERTIFICATE

This is to certify that Mr. RITESH KUMAR SRIVASTAVA has successfully completed his Project on Effectiveness of Advertisement for Sales of Passenger car RKBK AUTOMOBILES PVT. LTD. during the academic year 2008-2010 for partial fulfillment of the course PGDM.

Authority: MR.AJAY KUMAR (Faculty Management, IAMR.)

The summer project on Effectiveness of Advertisement for Sales of Passenger car is the original work done by me. This is the property of the institute & the use of this report without prior permission of the institute will be considered illegal and actionable.

Signature of student Ritesh Kumar Srivastava

Knowledge is an experience gained in life, it is the choicest possession which should not be shelved but should be happily shared with others. It is the great pleasure to have this opportunity for the preparation of this project. I am highly obliged by Institute of Advanced management & Research for giving me the opportunity of this dissertation. I take an opportunity to acknowledge my indebted to Dr. R. K. Gupta (Chairman, IAMR), and all the staff of the PGDM department for making available all facilities in fulfilling the requirement for the reasonable work. I wish to acknowledge thanks to Mr.S.K.Thompson (GM), Mr.Sanjay Pathak (HR Manager) & Mr. Dinesh Purohit (Finance & Marketing consultant) our guide for valuable Co-operation and efforts in preparation of this project. Last but not least, I am also thankful to our parents, brother and sisters for their continuous encouragement and moral support during this project and other people who helped us in preparing this project knowingly and unknowingly.

Ritesh Kumar Srivastava Place: - MARUTI SUZUKI INDIA LTD [GORAKHPUR] PGDM (2008-10)

PREFACE
The PGDM programmers are well structured and integrated course of business studies. The main objective of practical training at PGDM level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The PGDM programmers provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of PGDM and each and every student has to undergo the training for 8 week in a company and then prepare a project report on the same after the completion of training. During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In todays globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his carrier activities and it is true that Experience is best teacher.

TABLE OF CONTENT
1. INTRODUCTION.. I. COMPANY HISTORY. II. COMPANY PROFILE III. CORPORATE PROFILE .. 2. OBJECTIVE.. 3. SCOPE OF STUDY 4. MARKETING RESERCH

PAGE NO.
8

25 26 27 44 68 70 72 73 75

5. DATA ANALYSIS AND INTERPRETATION 6. FINDINGS & LIMITATION 7. SUGGETION TO RECOMMENDATION 8. CONCLUTION 9. BIBLIOGRAPHY 10. Questionnaire

INTRODUCTION
COMPANY HISTORY RKBK Automobiles

Radha krishna Bimal Kumar Ltd. was established in 1976 having registered office at Shree Ganesh Centre , 216 AJC Bose Road, Kolkata 700017, with objective of doing trading Business of Fertilizer, Kerosene oil and petrol pumps in different states like U.P, Bihar, West Bengal . In 1995 Company entered into a Dealership association with Maruti Suzuki India Ltd. (Formerly known as Maruti Udyog Ltd ) and in 2000 Radha Krishna Bimal Kumar Ltd. was merged in BKP Ltd and name of the Company was changed as RKBK Ltd vide order of honable High Court Calcutta, In Nov 2000 Company demerged from RKBK Ltd and new Company was set up as RKBK Automobiles Pvt Ltd .

First showroom and work shop was opened in

Gorakhpur , entered into a

dealership with Maruti Suzuki India Ltd .(Formerly known as Maruti Udyog Ltd), is one of the leading automobile manufacturers and the market leader in car segment, both in terms of volume of vehicles sold and revenue earned. Company grew up and new showroom and work shop opened at Faizabad another new workshop was set up at Gorakhpur (Bargadwa), new extension showrooms are in pipeline at Gonda as well as in Basti . Presently show rooms & workshops are established at :-

Showrooms:-

1) Gorakhpur. (Mohaddipur) : 2) Faizabad ( Shadatganj) : Workshops:-

Established in oct 1995 Established in 1999

1) 2) 3) 4)

Gorakhpur ( Mohaddipur) : Established in 1995 Gorakhpur (Bargadwa) : Established in 2006 Faizabad : Established in 1999 Basti. : Established in 2004

Showrooms and Workshops are well equipped with latest technology and skilled manpower, Customer satisfaction is the prime Moto of the Company and an efficient team of highly experienced personnel do their best to understand the needs of a customer and then suggest the models best suited to his/her requirements. Special attention is given to themodels that are popular choices. Companys another business activities under one roof of Maruti dealership are sales of Maruti Genuine spares Parts (MGP), Maruti Genuine Accessories (MGA), Consumer Finance through channel partners Kotak Mahindra, ICICI Bank, HDFC Bank and S B I and Maruti Insurance ( M I) through channel partner The Oriental Insurance Co Ltd , National Insurance Co. Under guideline of MSIL, RAPL is also engaged in Maruti True Value Section which offers and provides wonderful exchange, Buy and sale of old cars where customers has no hassle of selling old cars , only old cars are replaced with new one by paying difference amount.

RAPL also has its workshops as aforesaid which provides wide range of servicing and maintenance where all maruti segment cars come for servicing, repairing and accidental repairing. Company has all modern equipments and skilled manpower which provides complete satisfaction to the customers by timely performance and delivery. RKBK has made a brand and image in the market, renowned name famous for quality and service and got lot of certificates from MSIL for their excellence in quality and service towards customers which is the prime moto of the company.

Company has a QUALITY MANAGEMENT SYSTEM and is an ISO 9001-

2000 CERTIFIED COMPANY. Customer Satisfication is the main moto of the Company which gives an edge in the Market and makes a Brand and Image.

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COMPANY PROFILE

RKBK AUTOMOBILES PVT LTD Shree Ganesh Centre, 216 AJC Bose Road, Kolkata-700017, West Bengal.

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Designation

Director (whole time)/ C E O:

General Manager:

a) Accounts Manager( b)Sales Manager( c) Human Resource Manager (d) True Value Manager (e) Insurance Manager (f) Work Manager (g) Accessories Manager (h) Spare Parts Manager

a) Accounts Manager :
Accounts assistants Computer Operators b) Sales Manager : Team leaders Dealer Sales Executives (DSE) Resident Dealer Sales executives (RDSE)

c) Human Resource Manager :

H R assistant

d) True Value Manager:

True Value Evaluators True Value Sales Executive Accounts Executive Tele Caller

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e) Insurance Manager :
Tele Caller Insurance Executives

f)

Works Manager:
Service Advisors / Supervisors Mechanics / Electricians Asst. Mechanics Final Inspector Cashier Front Office Computer Operator

g) Accessories Manager:
Accessories Asst staff h) Spares Parts Manager: Asst in Spares Parts Pickers

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Maruti Suzuki India Ltd

Type Founded Headquarters Key people and CEO Industry Products Revenue Employees Parent Website Public 1981 Gurgaon, Haryana, India Mr. Shinzo Nakanishi, Managing Director

Automotive Cars 3.5 billion (2009) 6,903 Suzuki Motors, Japan www.MarutiSuzuki.com

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The old logo of Maruti Suzuki India Limited. Later the logo of Suzuki Motor Corp. was also added to it

'To Munsiyari on a Maruti 800', Uttarakhand Himalayas

Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The Indian government held an initial public offering of 25% of the company in June 2003. As of May 10, 2007, Govt. of India sold its complete share to Indian financial institutions. With this, Govt. of India no longer has stake in Maruti Udyog. Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for three decades. Suzukis technical superiority lies in its ability to pack power and performance into a compact, lightweight engine that is clean and fuel efficient. Maruti is clearly an employer of choice for automotive engineers and young managers from across the country. Nearly 75,000 people are employed directly by Maruti and its partners.

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The company vouches for customer satisfaction. For its sincere efforts it has been rated (by customers) first in customer satisfaction among all car makers in India for nine years in a row in annual survey by J D Power Asia Pacific. Maruti Suzuki was born as a government company, with Suzuki as a minor partner to make a people's car for middle class India. Over the years, the product range has widened, ownership has changed hands and the customer has evolved. What remains unchanged, then and now, is Maruti mission to motorize India.

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MODLE
Maruti 800: Maruti Omni: Maruti Gypsy: Maruti Alto: Maruti Wagon-R: Maruti Versa: Maruti Grand Vitoria Maruti Suzuki Swift: Maruti Zen Estilo: Maruti Suzuki SX4: Maruti Swift Dzire: Maruti A-Star: Maruti Suzuki Ritz: 1983 1984 1985 2000 2002 2003 2004 2005 2006 2007 2008 2008 2009

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CORPORATE PROFILE

Board of Director of the Company:

Maruti Suzuki Limited a s Board-Managerial company. Currently the directors on the Board are -:

Mr.R.C.Bhargava, Chairman Mr.Shinzo Naganishi , Managing Director & Chief Executive Mr.Keiichi Asai , Director Mr.Hirofumi Nagao , Joint Managing Director Mr.Tsuneo Ohashi , Director (Production) Mr.Shuji Oishi , Director (Marketing & Sales) Mr.Osamu Suzuki , Director Mr. D. S. Brar , Director Mr. Amal Ganguli , Director Mr. Pallavi Shroff , Director Mr. Manvindar Singh Banga , Director

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Authorized service stations

Maruti is one of the companies in India which has unparalleled service network. To ensure the vehicles sold by them are serviced properly, Maruti has 2628 listed Authorized service stations and 30 Express Service Stations on 30 highways across India.

Service is a major revenue generator of the company. Most of the service stations are managed on franchise basis, where Maruti trains the local staff. Other automobile companies have not been able to match this benchmark set by Maruti. The Express Service stations help many stranded vehicles on the highways by sending across their repair man to the vehicle.

Maruti insurance
Launched in 2002 Maruti 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.

19

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 launched Maruti Finance in January 2002. Prior to the start of this service Maruti 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 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[16] 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.

"Maruti Finance marks the coming together of the biggest players in the car finance business. They are the benchmarks in quality and efficiency. Combined with Maruti volumes and networked dealerships, this will enable Maruti Finance to offer superior service and competitive rates in the marketplace".

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Maruti TrueValue
Maruti True service offered by Maruti Udyog to its customers. It is a market place for used Maruti Vehicles. One can buy, sell or exchange used Maruti vehicles with the help of this service in India.

N2N Fleet Management

N2N is the short form of End to End Fleet Management and provides lease and fleet management solution to corporate. Their impressive lists of clients who have signed up of this service include Gas Authority of India Ltd, DuPont, Reckitt Benckiser, Sona Steering, Doordarshan, Singer India, National Stock Exchange and Tran world. These fleet management services include end-toend solutions across the vehicle's life, which includes Leasing, Maintenance, Convenience services and Remarketing.

Accessories
Many of the auto component companies other than Maruti Udyog started to offer components and accessories that were compatible. This caused a serious threat and loss of revenue to Maruti. Maruti started a new initiative under the

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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.

VISSION & MISSION STATEMENT

Our Vision:
The Leader in Indian Automobile Industry, creating customer delight and shareholders wealth; a pride of India.

Mission Statement:
(i) (ii) (iii) (iv) Provide superior products and services to our customers and maintain market leadership. Evolve as an institution that serves the best interest of all stakeholders. Pursue excellence through total quality management. Ensures the highest standards of ethics and integrity in all our action.

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COMPETITORS
(a) - TATA COMPANY COMPANY OVERVIEW

Tata Motors is one of the leading automotive vehicle manufacturing companies in India. The company belongs to Tata Group, one of the leading business groups in India. The companys automobile products include all types of commercial and passenger vehicles, including financing of the vehicles sold by the company. The company primarily operates in Europe, Africa, the Middle East, Australia, South East Asia and South Asia. It is headquartered in Mumbai, India and employs about 33,500 people.

(b)- Honda Motor Company Limit

COMPANY OVERVIEW

Honda Motor Company is one of the largest vehicle manufacturers in the world. With a global network of 437 subsidiaries, Honda develops, manufactures and markets motorcycles, automobiles and power products. The company has global operations. It is headquartered in Tokyo, Japan and employs 167,231 people.

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(c)--Hyundai Motor Co.

COMPANY OVERVIEW
Hyundai Motor Company is a leading automobile manufacturer. The company specializes in the production of automobiles, including passenger cars, minibuses and trucks. In addition, the company manufactures gasoline, diesel and industrial engines. It has manufacturing presence in the US,China, India, and Europe. The company is headquartered in Seoul, South Korea and employees about 54,700 people.

(d)-Toyota Tsusho Corporation

COMPANY OVERVIEW
Toyota Tsusho Corporation (TT) is primarily a trading company which trades products such as metals, machinery and electronics, automotive, energy and chemicals, foodstuffs and consumer products, and services and materials.The company primarily operates in Japan, Asia, North America and Europe. It is headquartered in Nagoya, Japan and employs about 22,900 people.

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OBJECTIVE
My main objective in this summer training is to promote the sale of the product through Effectiveness of Advertisement.

My 2nd objective of study is to know the brand Awareness of Products in the region. My 3rd objective is to collect the data from the given region through Market survey, after the survey to promote the sale. My 4th objective is to know what the customer perception about the Given Products is. My 5th objective is that to know who the main competitor of product of Maruti Suzuki Is. My 6th and last objective is that to give the suggestion to the company, how to promote the Effectiveness of Advertisement for Sales of Passenger car.

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SCOPE OF THE STUDY

Market research is the soul of a company as the test of the consumer changes very often so market research becomes very much important for any company to survive. It tells us the need, taste, and demand of consumers. I did my summer training from Maruti Suzuki Ptv. Limited is well recognized company in India as well as in overseas also Maruti Suzuki Ptv. Limited is one of the largest companies in India which is growing in beverage sector.

From the research I came to know the main causes of dumping situation. After the analysis I had found various type of information and how we can make a good relationship with the people. In the end, it was a wonderful experience to work for the company as a external Research. I enjoyed a lot as I came across different interesting views about the Company from various operations.

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MARKETING RESEARCH
Marketing research plays an important role in the process of marketing. Starting with market component of the total marketing talks. It helps the firm to acquire a better understanding of the consumers, the competition and the marketing environment.

DEFINITION

Marketing research is a systematic gathering, recording and analysis marketing problem to facilitate decision making. - Coundiff & Still.

Marketing research is a systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. - Phillip Kotler.

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MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task.

(1) (2) (3) (4) (5) (6) (7) (8)

Define the problem and its objectives. Identify the problem. Determine the information needed. Determine the sources of information. Decide research methods. Tabulate, Analyze and interpret the data. Prepare research report. Follow-up the study.

(6)

Define the problem and its objectives :- This includes an effective job in planning and designing a research project that will provide the needed information. It also includes the establishment of a general framework of major marketing elements such as the industry elements, competitive elements, marketing elements and company elements. Identify the problem :- Identifying the problem involves getting acquainted with the company, its business, its products and market environment, advertising by means of library consultation and extensive interviewing of companys officials.

(7)

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(8)

Determining the specific Information needed :- In general the producer, the manufacturer, the wholesaler and the retailer try to find out four things namely :(1) (2) (3) (4) What to sell When to sell Where to sell How to sell

(4) Determine the sources of information :-

(a)

(b)

Primary Data :- Primary datas are those which are gathered specially for the project at hand, directly e.g. through questionnaires & interviews. Primary data sources include company salesman, middleman, consumers, buyers, trade associations executives & other businessman & even competitors. Secondary Data :- These are generally published sources, which have been collected originally for some other purpose. Source are internal company records, government publication, reports & publication, reports & journals, trade, professional and business associations publications & reports.

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(5) Decide Research methods for collecting data :- If it is Found that the secondary data cannot be of much use, collection of Primary data become necessary. Three widely used methods of Gathering primary data are.

A) Survey B) Observation C) Experimentation

A) Survey Method: - In this method, information gathered directly from individual respondents, either through personal interviews or through mail questionnaires or telephone interviews.

B) Observation Method: - The research data are gathered through observing and recording their actions in a marketing situation. This technique is highly accurate. It is rather an expensive technique.

C) Experimental Method: - This method involves carrying out a small scale trial solution to a problem, while at the same time, attempting to control all factors relevant to the problem. The main assumption here is that the test conditions are essentially the same as those that will be encountered later when conclusions derived from the experiment are applied to a broader marketing area.

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D) The Panel Research: - In this technique the same group of respondents is contacted for more then one occasion; and the information obtained to find out if there has been any in their taste demand or they want any special quality, color, size, packing in the product.

A) B) C)

PREPARATION OF QUESTIONNAIRE PRESETTING OF QUESTIONNAIRE PLANNING OF THE SAMPLE

(6)

Tabulate, Analysis and Interpret the Data :-

THE REPORT MUST GIVE /CONTAIN THE FOLLOWING INFORMATION:a) The title of research b) The name of the organization for which it has been conducted c) The objectives of research d) The methodology used e) Organization and the planning of the report f) A table of contents along g) The main report containing the findings h) Conclusion arrived at end recommendations suggested i) Appendices (containing questionnaire / forms used sample design, instructions.)

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(7)

Follow-up the study :- The researchers, in the last stage, should follow up this study to find if his recommendation are being implemented and if not, why?

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MARKETING POLICIES

Maruti Suzuki India Limited company is the biggest Automobile company in Indian Market .It has the highest percentage of market share in the automobile market .The Marketing Policies used by Maruti Company are of different types, maruti company use different marketing policies to survive on the position which the company has in the market and also to increase their profit by using different strategies of marketing among their competitors in the market. To know the market policies of Maruti Company first we have to classify the car markets which are:

Car Market Classification:

Before going further it is necessary to understand the Indian car market classification and the segments in which MUL operates. There are two principal systems of classification in the Indian passenger car industry:

1-Price Based Classification 2-Length Based Classification

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1- Price Based Classification

Price based classification is the widely accepted classification basis in the Indian passenger car industry. The different price segments used by Maruti were as follows:

cars priced lower than Rs. 300,000 cars priced between Rs. 300,000 and Rs. 500,000 cars priced between Rs. 500,000 and Rs. 1,000,000 cars priced between Rs. 1,000,000 and Rs. 2,500,000 5. Segment E cars priced above Rs. 2,500,000

2. Utility vehicles
Weight up to 3.5 tones a) Seating capacity not exceeding 7 (including driver) b) Seating capacity between 7 and 9 (including driver)

Weight up to 5 tones a) Seating capacity not exceeding 13 (including driver)

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 Multi-purpose vehicles (Weight up to 3.5 tones).

THE MARKETING MIX-4 PS WITH SPECIAL REFERENCE TO Maruti Company.

Meaning and Definition

Marketing Mix means to collect and mix the resources of marketing in the manner that objects of the enterprise may be achieved and maximum satisfaction may be provided to the consumers. The term marketing mix is used to describe a combination of four elements the product, price, physical distribution and promotion. These are popularly known as Four Ps. A brief description of the four elements of marketing mix.

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The product itself is the first element. Products most satisfy consumer needs. The management must, first decide the products to be produced, by knowing the needs of the consumers.
Product:

Price: The second element to affect the volume of sales is the price. The market or announced amount of money asked from a buyer is known as basic value placed on a product.

Promotion: The product may be known to the consumers. Firms must undertake promotion work-advertising, publicity, personal selling etc. which are the major activities. Place: Physical distribution is the delivery of products at the rights time and at the right place. The distribution mix is the combination of decisions relating to marketing channels, storage facility, inventory control, location transportation warehousing etc.

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RESEARCH DESIGN
Advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

1. RESEARCH PROBLEM

Increase the awareness level of Passenger car Seek the general perception of consumer towards Passenger car To find the performance of Passenger car vis--vis other Brands. To know the consumer psyche and their behaviour towards Passenger car

2. RESEARCH OBJECTIVES & related sub objectives

To know the relationship of sales with the advertisement. To know awareness of people towards Passenger car To know in which Passenger car are mostly like/preferred. To know which advertisement tool is mostly preferred by people.

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 To know the preference of Passenger car with comparison to Other competitive brands. To know the factors which affects consumers buying behaviour to purchase Passenger car

THE TWO GENERAL TYPES OF RESEARCH ARE:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.

Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined.

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CONCLUSIVE RESEARCH

Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.

Questionnaire in the project consists of:

Multiple choice questions Dicthomus

MULTIPLE CHOICE QUESTIONS:

Questions of this type offer the respondents an alternative to choose the right answer among others. It is faster, time saving and less biased. It also simplifies the tabulating process.

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OPEN END QUESTIONS: In this type respondents are free to answer in their own words and express the ideas they think are relevant, such questions are good as first questions or opening questions. They introduce the subject and obtain general reaction. DICTHOMUS: These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either Yes or No.

SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. Cluster and convenience. In the probability sampling methods, each items in the sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually.

Sampling methods in which universe elements are chosen in groups ---- rather than individually -- are called cluster-sampling methods. They are widely used in the sampling of human populations. When no complete universe listing exists, a type of sampling is called area sampling may be the only practically feasible form of probability sampling

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SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. cluster sampling and convenience sampling. The whole city was divided into some geographical areas and I have chosen Bank road, Golghar, Gita Garden , Raptinagar , Gorakhnath and Bargadwa . The total sample size was 100

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed.

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SAMPLING
1. Sampling Technique (A : Non probability sampling non probability sampling technique is

in which each element in the population does not have an equal chance of getting selected)

2. Sample Unit

: People who buy passenger car available in retail outlets, superstores, etc

3. Sample size

: 100 respondents (Age ranging Between 25 yrs to 55< yrs)

4. Method

: Direct interview through questionnaire.

5. Data analysis method

: Graphical method.

6. Area of survey

: Gorakhpur District.

7. Timing of survey

: 10.00 am to 5.00 pm

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FIELD WORK- METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind. Questions were asked to respondents as regards to their willingness to purchase passenger car. The help of questionnaires conducted direct interviews, in order to get accurate information. In order to get correct information I had to approach consumers ranging from 20 yrs to 70 yrs. I visited as many respondents as I can and asked them their real likings about any passenger car and also got an idea, how a passenger car should be? It is really a Herculean task to understand Consumer Behaviour, as the definition suggest, Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating, acquiring, using and disposing goods and services. In order to collect accurate information I visited to maruti Suzuki service station, Tata service station, city mall each and every question was filled personally by the respondents and checked properly.

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DATA ANALYSIS AND INTERPRETATION

In this summer training I have to do the market research. I had got a format according to which I have to go on different Maruti customer and fill the Questionnaire. .By the collected datas I have analyzed the following things which are shown by the following chart-

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AGE 2LAC-4LAC 24

25 - 40

INCOME 4LAC6LAC 23

> 6LAC 6

40 -55

10

15

> 55

INCOME(25year - 40year)
INCOME > 6LAC 11%

2LAC-4LAC 45% 2LAC-4LAC INCOME 4LAC- 6LAC INCOME > 6LAC

INCOME 4LAC- 6LAC 44%

FIG.1 From above pie chart I have found that the age group if 25-40 year have the different purchase power with different income. And those person who have between 2lack-4lack income have the high purchasing power.

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INCOME(40year - 55year)
INCOME > 6LAC 24% 2LAC-4LAC 30%

2LAC-4LAC INCOME 4LAC- 6LAC INCOME > 6LAC

INCOME 4LAC- 6LAC 46%

FIG.2 From above pie chart I have found that the age group if 40-55 year have the different purchase power with different income. And those person who have between 4lack-6lack income have the high purchasing power.

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INCOME(>55year)

INCOME > 6LAC 28% 2LAC-4LAC 36% 2LAC-4LAC INCOME 4LAC- 6LAC INCOME > 6LAC

INCOME 4LAC- 6LAC 36%

FIG.3 From above pie chart I have found that the age group if >55 year have the different purchase power with different income. And those person who have between 2lack-4lack& 4lack-6lack income have the same purchasing power.

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AGE 25 40

M0TIVATED TO PURCHASE ADVE. FRIEND 23 21

40 - 55

25

> 55

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MOTIVATION TO PURCHASE (25 year- 40 year)

23.5 23 22.5 No. of Customers 22 M0TIVATED TO PURCHASE FRIEND, 21 Series1 M0TIVATED TO PURCHASE ADVE., 23

21.5 21 20.5 20 ADVE.

FRIEND M0TIVATED TO PURCHASE

FIG.4 From above bar chart I have found that the 23 customer out of 100 customer between the age group of 25-40 year are motivated to purachase maruti brand throug advetisement.

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MOTIVATION TO PURCHASE (40 year- 55year)

30 M0TIVATION TO PURCHASE ADVE., 25

25

NO. OF CUSTOMER

20

15 Series1 10 M0TIVATION TO PURCHASE FRIEND, 7

0 ADVE. M0TIVAT TO PURCHASE FRIEND

FIG.5 From above bar chart I have found that the 25 customer out of 100 customer between the age group of 40-55 year are motivated to purachase maruti brand throug advetisement

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MOTIVATED TO PURCHASE (>55 year)

10 9 8 7 NO. OF CUSTOMER 6 5 4 3 2 1 0 ADVE. M0TIVAT TO PURCHASE FRIEND M0TIVATED TO PURCHASE FRIEND, 4 M0TIVATED TO PURCHASE ADVE., 9

FIG.6

From above bar chart I have found that the 9 customer out of 100 customer between the age group of >55 years are motivated to purachase maruti brand throug advetisement

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AGE 25 - 40

ADVERTISEMENT PLAYS ROLE YES NO 46 8

40 - 55

31

> 55

14

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ADVERTISEMENT PTAY ROLE (25year- 40year)

ADVERTISEMENT PLAY ROLE NO 15%

ADVERTISEMENT PLAYS ROLE YES ADVERTISEMENT PLAYS ROLE NO

ADVERTISEMENT PLAYS ROLE YES 85%

FIG.7

From above doughnut chart I have found that the 85%customer between the age group of 25-40 years are play role of advertisement to purachase maruti brand .

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ADVERTISEMENT PLAY ROLE (40year -55year)

ADVERTISEMENT PLAY ROLE NO 3%

ADVERTISEMENT PLAY ROLE YES ADVERTISEMENT PLAY ROLE NO

ADVERTISEMENT PLAY ROLE YES 97%

FIG.8

From above doughnut chart I have found that the 97%customer between the age group of 40-55 years are play role of advertisement to purachase maruti brand.

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ADVERTISEMENT PLAYS ROLE (>55 year)

ADVERTISEMENT PLAY ROLE NO 0%

ADVERTISEMENT PLAY ROLE YES ADVERTISEMENT PLAY ROLE NO

ADVERTISEMENT PLAY ROLE YES 100%

FIG.9

From above doughnut chart I have found that the 100%customer between the age group of >55 years are play role of advertisement to purachase maruti brand.

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AGE MODEL COMPARISON 21

25 - 40

TYPE OF ADVERTISEMENT SCHEME/ FEATURES OF OFFERS MODEL 19 12

40 -55

17

11

> 55

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TYPE OF ADVERTISEMENT (25year- 40year)

25 21 20 N0.OF CUSTOMER 19

15 12 10 Series1

0 MODEL COMPARISON SCHEME/ OFFERS TYPE OF ADVERTISEMENT FEATURES OF MODEL

FIG.10

From the above graph I have found the age 25-40 year that 21customer out of 100customer are motivated through model comparison and19 customer through scheme/offers and 12customer features of model .so through the model comparison there are more customers motivated in comparison to other.

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TYPE OF ADVERTISEMENT (40year-55year)

18 16 14 NO . OF CUSTOMER 12 10 8 6 4 2 0 MODEL COMPARISON SCHEME/ OFFERS TYPE OF ADVERTISEMENT FEATURES OF MODEL TYPE OF ADVERTISEMENT SCHEME/ OFFERS, 6 TYPE OF ADVERTISEMENT FEATURES OF MODEL, 11 Series1 TYPE OF ADVERTISEMENT MODEL COMPARISON, 17

FIG.11

From the above graph I have found the age 40-55 year that 17customer out of 100customer are motivated through model comparison and 6 customers through scheme/offers and 11customer features of model .so through the model comparison there are more customers motivated in comparison to other.

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TYPE OF ADVERTISEMENT (>55year)

9 8 7 6 NO.OF CUSTOMER 5 4 3 2 1 0 MODEL COMPARISON SCHEME/ OFFERS FEATURES OF MODEL TYPE OF ADVERTISEMENT FEATURES OF MODEL, 3 TYPE OF ADVERTISEMENT SCHEME/ OFFERS, 3 Series1 TYPE OF ADVERTISEMENT MODEL COMPARISON, 8

TYPE OF ADVERTISEMENT

FIG.12

From the above graph I have found the age >55 year that 8customer out of 100customer are motivated through model comparison and 3 customers through scheme/offers and 3customer features of model .so through the model comparison there are more customers motivated in comparison to other.

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AGE

25 - 40

EFFECTIVE MEDIA FOR ADVERTISEMENT NEWS BILL PAPER BOARDS 17 5

TV CHANNELS 28

40 -55

12

14

> 55

13

60

EFFECTIVE MEDIA FOR ADVERTISEMENT (25year -40 year) MEDIA EFFECTIVE

30 EFFECTIVE MEDIA FOR ADVERTISEMENT NEWS PAPER, 17 FOR ADVERTISEMENT TV CHANNELS, 28

25

NO. OF CUSTOMER

20

15 EFFECTIVE MEDIA FOR ADVERTISEMENT BILL BOARDS, 5

Series1

10

0 NEWS PAPER BILL BOARDS EFFECTIVE MEDIA FOR ADVERTISEMENT TV CHANNELS

FIG.13

From the above bar graph I have found the age 25-40 year age that 28customer out of 100customer are T.V.channle through motivated and 5 customers through motivated and 17customer through motivated so through the T.V.channle there are more customers motivated in comparison to other .

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EFFECTIVE MEDIA FOR ADVERTISEMENT (40year-55year)

16 14 12 10 NO. OF CUSTOMER Series1 EFFECTIVE MEDIA FOR ADVERTISEMENT BILL BOARDS, 5 EFFECTIVE MEDIA FOR ADVERTISEMENT NEWS PAPER, 12 EFFECTIVE MEDIA FOR ADVERTISEMENT TV CHANNELS, 14

8 6 4 2 0

NEWS PAPER

BILL BOARDS EFFECTIVE MEDIA FOR ADVERTISEMENT

TV CHANNELS

FIG.14

From the above bar graph I have found the age 40-55 year age that 14customer out of 100customer are T.V.channle through motivated and 5 customers through motivated and 12customer through motivated so through the T.V.channle there are more customers motivated in comparison to other.

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EFFECTIVE MEDIA FOR ADVERTISEMENT(>55year)

14 12 10 No.of customer 8 6 4 2 0 NEWS PAPER BILL BOARDS EFFECTIVE MEDIA FOR ADVERTISEMENT TV CHANNELS EFFECTIVE MEDIA FOR ADVERTISEMENT NEWS PAPER, 5 EFFECTIVE MEDIA FOR ADVERTISEMENT BILL BOARDS, 1 Series1 EFFECTIVE MEDIA FOR ADVERTISEMENT TV CHANNELS, 13

FIG.15

From the above bar graph I have found the age >55 year age that 13customer out of 100customer are T.V.channle through motivated and 1 customers through motivated and 5customer through motivated so through the T.V.channle there are more customers motivated in comparison to other.

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I HAVE APPLEY THE CHISQUARE TEST FOR AGE GROUP AND TYPE OF ADVERTISEMENT.

AGE/GROUP MODEL COMPARISON 21 17 8

25-40 40-55 >55

TYPE OF ADVERTISEMENT SCHEME/ FEATURES OF OFFERS MODEL 19 12 6 3 11 3

AGE/GROUP MODEL COMPARISON 21 17 8 46

25-40 40-55 >55 TOTAL

TYPE OF ADVERTISEMENT SCHEME/ FEATURES OF OFFERS MODEL 19 12 6 3 28 11 3 26

TOTAL 52 34 14 100

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EXPECTED FREQUENCY TABLE OF ..

AGE/GROUP MODEL COMPARISON 23.92 15.64 6.44 TYPE OF ADVERTISEMENT SCHEME/ FEATURES OF OFFERS MODEL 14.56 13.52 9.52 3.92 8.84 3.64

25-40 40-55 >55

H0 : Age group has no dependent on the type of advertisement . H1 : Age group has dependent on the type of advertisement.

Chi-square=0.338(calculate) Chi-square, at 4df for 5% , 9.49 (critical value)

Calculated value is less than critical value. Than accepts the null hypothesis. Age group has no dependent on the type of advertisement.

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I HAVE APPLE THE CHISQUARE TEST FOR AGE GROUP AND EFFECTIVE MEDIA FOR ADVERTISEMENT.

AGE/GROUP

EFFECTIVE MEDIA FOR ADVERTISEMENT NEWS PAPER BILL BOARDS 5 TV CHANNELS 28

TOTAL 50

25-40

17

40-55

12

14

31

>55 TOTAL

13

19 100

34

11

55

EXPECTED FREQUENCY TABLE OF

AGE/GROUP

EFFECTIVE MEDIA FOR ADVERTISEMENT NEWS PAPER BILL BOARDS TV CHANNELS

25-40

17

5.5

27.5

40-55

10.54

3.41

17.05

>55

6.46

2.09

10.45

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H0 : Age group has no dependent on the effective media for advertisement. H1 : Age group has dependent on the effective media for advertisement .

Chi-square=0.547098(calculate) Chi-square, at 4df for 5% , 9.49 (critical value)

Calculated value is less than critical value. Than accepts the null hypothesis. Age group has no dependent on effective media for advertisement

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FINDINGS AND LIMITATIONS

Maruti Company has a great goodwill in the automotive market of India. There are many big automobile companies in India like, TATA Motors, Honda, Hyundai, etc in which Maruti Suzuki India Ltd Company is No.1 Automobile Company in India who have more than half of Market Share in Automobile Market. There a lot of scope of advertisement in India and Maruti Company provide better advertisement less to their customers. Maruti Company makes attractive advertisements which provide all the information to the customers related to car. The financial consultants provide all necessary information to the customers who need to finance their vehicles. The financial consultant explains all the process of financing and the documents which are needed for financing.

Maruti Company has tough competition with Tata Motors, Hyundai, and GM. They are tough competitors of Maruti Company in the automotive market. Maruti Company is looking ahead in Rural Field .They are trying to sale their vehicles to the peoples in the rural areas and they are also providing loan for their vehicles on an easy documentation process.

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Maruti is the first company which is looking ahead to sale their vehicles in rural areas. I got a good job profile by the dealer because from my profile I come to know about the deferent type of advertisement which is needed for car. From my job profile I came to know about those customers who are interested to buy their vehicles through advertisement.

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SUGGESTION & RECOMMENDATION

(i)-Recommendations to the Company

More outlets of the company should be there because outlets are not available in all cities; customers have to go to other cities for the outlets of the cars. Prices of car models are different at different Dealers so customers get confused that the dealers are cheating them so the prices of all the car models at every dealer should be same. Difference between the EMI of the financed cars which are created by the finance consultants as attractive scams for customers. The company should more invest on their Advertisements and selling expenditure. Maruti Company also given their advertisements in more popular magazines newspapers to increase their sales. Company should provide some special facilities to the customers who are from agriculture field to increase their sales in that area.

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(ii)-Recommendations for the Customers

The important suggestion to the customers of Maruti Company is that they should always use Authorized Service Station for the maintenance of their cars. The customers of Maruti cars should contact to their nearest Dealer for any query or for any problems related to their vehchiles. The customers of Maruti should purchase the accessories of Maruti cars only from the authorized dealers of Maruti because if they will use another local accessories in their cars then the warranty of their Maruti is being expired and the dealer will not provide any facility to them Maruti company provide Maruti True Valve Shop for the customers who want to sale their used cars and purchase new one and also provide second hand cars to the customers with new warranty on his old vehicles. Maruti True Value Shop also provides finance facility to the customers who want to purchase used cars through different banks. Maruti customers should take the facility of after sales service of Maruti Company which is given by the company to especially for their customers at a particular time period.

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CONCLUSION
According to this survey I found that realy people are attracted by the advertisement. Maruti Suzuki Company has tough competition with other Automobile companies as like as TATA Motors, Hyundai Motors, Toyota Motors, etc. I found during my study at Maruti Dealers shop that a person should have great communication skill because we need a great communication power to communicate with customers. Maruti Company is interested in the field of Advertisement because there is lots of chance to increase their profit by selling more vehcles and also to increase their market share in the Automobile Market. People took interest in buying vehicles through advertisemement. Maruti Company is giving very attractive advertisement to their consumer in deferent area. It was great experiences to communicate with different people. I learnt to convince customers and make them clear about their all queries related to sales.

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BIBILIOGRAPHY

Search Engine : Google search engine Yahoo search engine

Websites : www.marutisuzuki.com
www.business-today.com www.thetimes.com www.indiaautomobile.com www.marutiautocard.com www.marutidilse.com www.thehindubusiness.com www.tatamotors.com www.tatacompany.com www.hondamotors.com www.hondacompany.com www.toyota.com www.toyotamotors.com www.toyotacompany.com

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www.hyundai-motor.com www.hyundai.com www.hyundaicompany.com www.world.honda.com

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Q
Name Address : : Contact no. : Age Occupation : 1. 2. 3. 4. Business Service Profession Other

uestionnaire

Income : 1. 2 -4 Lacks 2. 4 -6 Lacks 3. Above 6 Laces 1. Have you got any passenger car? Yes No 2. If yes then which (company / type) car do you have? Maruti

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 Tata Hyundai Chevrolet 3. In which year have you purchased your car? Above 5 year 1-3 years 3 -4 years

4 .Purpose of purchasing your car? Self Commercial 5. Are you satisfied with the performance of your car? Yes No 6. How you are motivated to purchase the model (car) ? From advertisement. From recommendation. Others. 7. Does advertisements plays any deciding role to purchase a car ? Yes No 8. If yes then what type of advertisement in your vies is more effective? Comparison of model with competition. Advertisement showing only scheme / offers. Advertisement focusing only on features of model.

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9. In your vies effecting media for giving advertisement is . Through print media like News paper, Magazines etc. Through Bill Board, Hoardings. ThroughT.V. channel. 10. Any suggestion.

Signature

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