A STUDY ON CONSUMER BUYING BEHAVIOUR WHILE PURCHASING SWIFT CAR OF MARUTI SUZUKI IN SURAT CITY

(Conducted on behalf of kataria automobiles Ltd., Surat) From 6th January to 6thMarch A Project Report

DHOLA SWETA H. ROLL NO.313

In partial fulfillment for the award of the degree Of

Bachelor of Business Administration

Under the guidance of MS. Sudhadhara Samal Submitted to: Prof V.B. Shah Institute of management

VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT

MARCH-2012

DECLARATION
I, Dhola sweta h. undersigned. A student of prof. V.B.Shah institute of management Surat. Declare that the project report entitled A study on consumer buying behaviour while purchasing SWIFT CAR of Maruti suzuki in surat city at kataria automobiles prepared & submitted to sudhadhara samal asst. professor of prof. V.B.Shah Institute of management, Surat.

This is my own work and the report prepared there in is based on my study and experience, during the tenure of my study at 6th Jan to 6th March, 2012.

I will not use this project report in future and will not submit the same to any other university or institute or any other publisher without written permission of my guide.

I further declare that the result of my finding and research in the subject is original in nature and has not been previously submitted either in part or in whole to any other institute or university for any degree. If it is found, I shall be only responsible for its consequences.

Place: Amroli, Surat Date:

FACULTY GUIDE CERTIFICATE

This is to certify that Mr. /Miss. Dhola sweta h. Roll. No 313 a student of marketing specialization from prof.v.b.shah institute of management, Amroli, affiliated to veer narmad south Gujarat University, Surat, has done her full-semester project work at MARUTI SUZUKI 6thJanuary to 6th Mrch, 2012. The project work entitled A study on consumer buying behavior while purchasing SWIFT CAR of Maruti Suzuki in Surat city embodies the original work done by her.

(MS. SUDHA DHARA SAMAL) PROJECT GUIDE ASST. PROFESSOR

(MR. M. V. SONI) I/C PRINCIPAL

PREFACE
I undertake writing of this report of the specialization report because we are all of the very few students who are presently undertaking education in the spare of bachelor of business administration which covers total business activities.

As students of management, I must be encouraged by the growth and rapid development taken place in the automobile sector, in India. Still recently, management is growing body. Keeping in mind the ever development field of management and great demand for marketing in our country, the university has arranged specialization program in many field of management. Thus it is our moral and obligatory duty to take this part of our studies with great enthusiasm and seriousness and give it the due importance.

The reports give information about consumers while purchasing car. The reports contain graphical representation & interpretation with each graph and chart. For the preparation of this report. Resrarcher has have used convenience sampling method for our survey. I have taken guidelines from sales department of Kataria Automobiles Ltd. This training proved to be an experience, which is required to become a true student of management and administration.

ACKNOWLEDGEMENT
I have undergone the project work at Kataria Automobiles Ltd. I have collected the information, which is included in this report. I take the opportunity to express the feeling of grateful towards Veer Narmad South Gujarat University for providing the project work of T.Y.B.B.A

I also thank to Prof. M.V.SONI the CO-ORDINATOR of PROF. V.B.SHAH INSTITUTE OF MANAGEMENT & R.V. PATEL COLLEGE OF COMMERCE for giving me an opportunity for project work at Kataria Automobiles Ltd, and I also express my regard and gratitude to my guide Prof. SUDHADHARA SAMAL for his valuable guidance and help through out my project.

I really thanks to Mr. Rohan Kataria (Managing Director of Kataria Automobiles Ltd.) Director Mr. Rakesh Kataria and CEO of Kataria Automobiles Ltd, and also Marketing Manager for their co-ordination and help in accomplishing my project report at this moment. I am also very much thankful to all those who supported me during the deed of the project work.

Yours faithfully, Dhola sweta H. T.Y.B.B.A (SEMVI) (Roll No: 313)

CONTENT OF TABLE

CHAPTER NO CHAPTER-1
1.1 1.2 1.3 1.4 1.5 1.6 1.7

PARTICULAR

PAGE NO

INTRODUCTION
BIRTH OF CAR BIGNNING OF CAR IN INDIA EVENTS AND MILESTONES HISTORY OF MARUTI SUZUKI COMPANY TIMELINE OF MARUTI SUZUKI COMPANY PROFILE HISTORY OF KATARIA AUTOMOBILES

`1 3 4 6 7 10 11

CHAPTER-2
2.1 2.2 2.3 2.4

THEORITICAL BACKGROUND
CONCEPT OF CONSUMER BUYING BEHAVIOR MODEL OF BUYING BEHAVIOR FACTOR AFFECTING BUYING BEHAVIOR MODEL OF CONSUMER BUYING PROCESS

13 14 15 18

CHAPTER-3
3.1 3.2 3.3 3.4 3.5

PROBLEM IDENTIFICATION
PROBLEM IDENTIFICATION SCOPE OF THE STUDY OBJECTIVE OF THE STUDY SIGNIFICANCE OF THE STUDY LIMITATION OF THE STUDY

20 20 21 21 22

CHAPTER-4
4.1 4.2 4.3 4.4 4.5

RESEARCH METHODOLOGY
MARKETING RESEARCH RESEARCH DESIGN CHOICE OF RESEARCH DESIGN TYPES OF DATA COLLECTION SAMPLING PLAN

23 25 26 27 28

CHAPTER-5

DATA COLLECTION & ANALYSIS

TABLE CHART INTERPRETATION

29

CHAPTER-6

HYPOTHESIS TESTING

CHAPTER-7

FINDING & CONCLUSION

39

CHAPTER-8 SUGGETIONS

40

-REFERENCE MATERIAL
BIBLIOGRAPHY ANNEXURE -QUESTIONNAIRE -PHOTOGRAPHIC

41

LIST OF TABLE
NO. 1 2 3 4 5 6 7 8 9 10 11
TABLE: 1 TABLE: 2 TABLE: 3 TABLE: 4 TABLE: 5 TABLE: 6 TABLE: 7 TABLE: 8 TABLE: 9 TABLE: 10
TABLE: 11

TABLE NO

PAGE NO.
29 30 31 32 33 34 35 36 37 38 38

LIST OF CHART

NO. 1 2 3 4 5 6 7 8 9 10

CHART NO. CHART: 1 CHART: 2 CHAET: 3 CHART: 4 CHART: 5 CHART: 6 CHART: 7 CHART:8 CHART: 9 CHART: 10

PAGE NO. 29 30 31 32 33 34 35 36 37 38

CHAPTER: 1 INTRODUCTION
1.1 BIRTH OF CAR 1.2 BIGNNING OF CAR IN INDIA 1.3 EVENTS AND MILESTONES 1.4 HISTORY OF MARUTI SUZUKI COMPANY 1.5 TIMELINE OF MARUTI SUZUKI 1.6 COMPANY PROFILE 1.7 HISTORY OF KATARIA AUTOMOBILES

1.1BIRTH OF THE CAR

In 1769 the very first self-propelled car was built when Nicolas Cugnot, a French military engineer designed a steam powered road-vehicle. The vehicle was built at the Paris Arsenal, and was used by the French Army to move cannons. It had three wheels with the engine in the front along with the boiler. While Cugnot's 'car' was capable of attaining speeds of upto 6 kms/hour, it was far too heavy and slow to be of practical use. In 1771 he again designed another steam-driven engine that ran so fast that it rammed into a wall, recording the worlds first accident. In 1807 Francois Isaac de Rivaz designed the first internal combustion engine. He to develop the worlds first vehicle to run on such an engine, one that used a mixture of hydrogen and oxygen to generate energy, subsequently used this. This spawned the birth of a number of designs based on the internal combustion engine in the early nineteenth century with little or no degree of commercial success. In 1860 thereafter, Jean Joseph Etienne Lenoir built the first successful two-stroke gas driven engine. In 1862 he again built an experimental vehicle driven by his gas-engine, which ran at a speed of 3 kms/hour. These cars became popular and by 1865 could be frequently espied on the roads. The next major leap forward occurred in 1876 when the four-stroke engine was devised. Gottileb Damlier and Nicolas Otto worked together on the mission till they fell apart. Daimler created his own engines that he used both for cars and for the first four wheel horseless carriage. In the meanwhile, unknown to them, Karl Benz, was in the process of creating his own advanced tri-cycle, which proved to be the first true car. After all this experiments we can say that the complete car was birth only in 1885 that the first real car rolled down on to the streets. The earlier attempts, though successful, were steam-powered road-vehicles.

The season of experiments continued across the seas in the United States where Henry Ford began work on a horseless carriage in 1890. He went several steps forward and in 1896, completed his first car, the Quadricycle in 1896. This was an automobile powered by a twocylinder gasoline engine. The Ford Motor Company was launched in 1903 and in 1908 he catapulted his vehicle, Model T Ford to the pinnacle of fame. Continuing with his innovations, he produced this model on a moving assembly line, thus introducing the modern mass production techniques of the automobile industry. The modern car therefore comes from a long list of venerated associates, and its heredity will, hopefully.

1.2 BEGNNING OF CAR IN INDIA

From the singsong rhythm of the bullock cart to the jet-age, India has traveled a long way. An average Indians dream car may not be the design Honda or the stately limousine, but he sure can dream, and afford, the Maruti now. It was in 1898 that the first motorcar rode down Indias roads. From then till the First World War, about 4,000 cars were directly imported to India from foreign manufacturers. The growing demand for these cars established the inherent requirements of the Indian market that these merchants were quick to pounce upon. The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier Autobackmobile (PAL) was established to manufacture automobiles in India. However, it was PAL who produced the first car in India in 1946, as HM concentrated on auto components and could produce their first car only in 1949. It was left to another company, Mahindra and Mahindra (M&M) to manufacture utility vehicles, namely the American Jeep. In the 50s, the Government of India granted approval to only 7 car dealers to operate in India - HM, API, ALL, SMPIL, PAL, M&M and Telco. he protectionist policies continued to remain in place. The 60s witnessed the establishment of the two-three wheeler industry in India and in the 70s, things remained much the same.

1.3 EVENTS AND MILESTONES

A behind- the- scenes look into the making of one of India's most vibrant industries. The landmarks along the way... 1928- The first imported car was seen on Indian roads 1942- Hindustan Motors incorporated 1944- Premier automobiles started 1948- First car manufactured in India 1953- The Government of India decreed that only those firms which have a manufacturing program should be allowed to operate 1955- Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M and TELCO received approval. 1960 - 1970 - The two, three wheeler industry established a foothold in the Indian scenario. 1970 - 1980 - Not much change was witnessed during this period. The major factors affecting the industry were the implementation of the MRTP Act( Monopolies and Trade Restrictive Practices Act), FERA (Foreign Exchange Regulation Act) and the Oil Shock of 1973 and 1979. 1980 - 1990 - The first phase of liberalization was announced by the Govt. -With the liberalization of the Government's protectionist policies, the advantages hitherto enjoyed by the Indian car manufacturers like monopoly, oligopoly, slowly began to disappear. This period is also marked by the entry of a large number of firms in the market. 4 Japanese manufacturers entered the Commercial Vehicle and Two- Wheeler market. The Government agreed to the demand for allowing foreign collaboration in the automobile sector The industry witnessed a resurgence due to major policy changes like relaxation in MRTP and FERA, delicensing of some ancillary products, broad banding of the products and

modification in the licensing policy. Also, the concessions it gave to the private sector and the new foreign collaboration policy, all resulted in higher growth and better performance of the industry than in the earlier decades. The Government of India tied up with Suzuki Inc. of Japan which produced India's most successful car- the Maruti. 1991 - Under the Govt.'s new National Industrial Policy, the license raj was dispensed with, and the automobile industries were allowed to expand freely. 1993 - With the winds of liberalization sweeping the Indian car market, many multinationals like Daewoo, Peugeot, general Motors, Mercedes-Benz and Fiat came into the Indian car market. 1997 - The National Highway Policy was announced which will hopefully have a positive impact on the automobile industry. The Government also laid down the emission standards to be met by car manufacturers in India in the coming millennium. There were two successively stringent emission levels to be met by April 2000 and April 2005, respectively. These norms were benchmarked on the basis of those already adopted in Europe, hence the names Euro I (equivalent to India 2000) and the Indian equivalent of Euro II. 1999 - The Honble Supreme Court passed an order directing all car manufacturers to comply with Euro I emission norms (India 2000 norms) by the 1st of May, 1999 in National Capital Region (NCR) of Delhi. The deadline was later extended to 1st June, 1999.

1.4 HISTORY OF MARUTI SUZUKI COMPANY

Maruti Udhyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, to meet the growing demand of a personal mode of transport caused by the lack of an efficient public transport system. Suzuki Motor Company was chosen from seven prospective partners worldwide. This was due not only to their undisputed leadership in small cars but also to their commitment to actively bring to MUL modern technology and Japanese management practices (which had catapulted Japan over USA to the status of the top auto manufacturing country in the world). A license and a Joint Venture agreement were signed between Govt of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct1982.

The objectives of MUL :

Production of fuel-efficient vehicles to conserve scarce resources. Production of large number of motor vehicles which was necessary for economic growth Maruti created history by going into production in a record 13 months. On 14 December 1983, the then Prime Minister of India, Mrs Indira Gandhi, released the first vehicle for sale by handing over the keys of a Maruti 800 to Mr.Harpal Singh of Delhi. Volume targets were routinely exceeded, and in March 1994, we became the first Indian company to produce over one million vehicles, a landmark yet to be achieved by any other car company in India. Maruti is the highest volume car manufacturer in Asia, outside Japan and Korea, having produced over 4 million vehicles by April 2003. And from 2005-06, Maruti Suzuki company is producing a car in every 36 second.

Maruti (subsidiary of Suzuki), has made profits every year since inception except 2000-01. In 2001-02, we made a profit (before tax) of Rs 1183 million. In 2002-03, the profit (before tax) rose to Rs 2821 million, recording a growth of 138.4%over the previous year. Maruti revolutionized the way Indians looked at cars. "No other car company so completely dominates its home market" - (The Economist). MUL is the first and only car company in the world to lead its home market in terms of both market share and in the JD Power Customer Satisfaction study (JD Power Asia Pacific 2000 India Customer Satisfaction studies). It is also the only car company in the world to be Top ranked four times in a row (2000, 2001, 2002 & 2003).

1.5 Timeline of Maruti Suzuki

1999

Six new releases:

o o o o o

Maruti 800 EX ( 796cc, hatchback car) Zen LX (993cc, hatchback car) Zen VXi (993cc, hatchback car with power steering) Omni XL ( 796cc, MUV, high roof) Baleno (1600cc, 3 Box Car) released. Advertised as 'Maruti Suzuki Baleno'

Wagon R launched in market.

2000

First car company in India to launch a Call Center for internal and customer services.

New Alto model released. Altura, a luxury estate car released into the market. IDTR (Institute of Driving Training and Research) launched jointly with the Delhi government to promote safe driving habits

2001

Zen LXi Maruti True Value launched in Bangalore and Delhi Maruti Versa, Indias first luxury multi-purpose vehicle launched. Alto Spin LXi, with electronic power steering Alto Vxi Customer information centers launched in Hyderabad, Bangalore and Chennai

2002

WagonR Pride Esteem Diesel. All other variants upgraded Maruti Insurance. Two new subsidiaries started: Maruti Insurance Distributor Services and Maruti Insurance Brokers Limited

Alto Spin LXi, with electronic power steering Special edition of Maruti 800, Indias first colour-coordinated car Maruti True value in Mumbai Maruti Finance in Mumbai with 10 finance companies Suzuki Motor Corporation (SMC) increases its stake in Maruti to 54.2 percent

2003

New Suzuki Grand Vitara XL-7 Redesigned and all-new Zen New upgraded WagonR Enters into partnership with State Bank of India 4 million vehicles Produced since start of production. Maruti Udyog Ltd is Listed on BSE and NSE after a public issue, which is oversubscribed 10 times.

2004

New (non A/C) variant of Alto released. Alto becomes India's new best selling car overtaking Maruti 800. LPG variant of 'Omni Cargo' Versa 5-seater, a new variant created Baleno LXi, a new variant created Esteem undergoes cosmetic changes and is re-launched with a price cut. Maruti Udyog closed the financial year 2003-04 with an annual sale of 472122 units, the highest ever since the company began operations 20 years ago

2005

The fiftieth lakh (5 millionth) car rolls out in April, 2005 Growth in overall sales by 15.8% Suzuki Swift(1298cc 87 BHP 4Dr Hatch) Introduced into the Indian Market.

1.6 COMPANY PROFILE

Board of Directors Name Mr. Manvinder Singh Banga Mr. Kumar Mangalam Birla Mr. Kinji Saito Mr. R.C. Bhargava Mr. Shinichi Takeuchi Mr. Amal Ganguli Ms. Pallavi Shroff Mr. Shinzo Nakanishi Mr. S.V. Bhave Mr. Jagdish Khattar Mr. O Suzuki Mr. Hirofumi Nagao Key Executives Name Mr. S.Ravi Aiyar Designation Company Secretary & Chief Legal Officer Designation Director Director Director Director Joint Managing Director Director Director Chairman / Chair Person Director Managing Director Director Joint Managing Director

1.7 History of Kataria Automobiles Ltd.

(An Authorized Dealer of Maruti Suzuki)

Kataria group has introduced, as one of the diversified business enterprise, with the operation in the spanning field, from transport to the telecom industry. Kataria started its operation and makes a name with the transport business and very soon become one of the largest fleet in the industry. Than after Kataria group has take entry in automobiles industry, with a two-wheeler dealership in 1983. After that we were developed our business with four-wheelers dealership of Maruti Suzuki Ltd at Dariapur Darwaja in ahemdabad and it is the head-office of Kataria Automobiles Ltd. The last decade has been us growing and to be one of the largest dealer of Maruti Suzuki in India. Now-a-days Kataria Automobiles has opened number of branches and Workshops as below given table. NUMBER CITY Ahemdabad Surat Bardoli Navasari Palanpur Anand Vapi Mahesana Valsad Nadiad OF NUMBER OUTLATES 4 OF NUMBER WORKSHOPS 3 3 1 1 1 1 OF

SHOWROOMS 3 3 1 1 1 1 1 1 1 1

 We are ISO certified company with Quality system-ISO-9001-2000. We are one of the Maruti dealer in Gujarat during course of time we have grown as a company and having 3 Maruti Showroom. Three full-fledged workshop at Surat One at Varachha and another at parlepoint and another at piplod. J. D. Power Survey has rated us as No. 1 in CUSTOMER SATISFACTION amongst all India Maruti dealers. We have been awarded a prestigious PLANTIUM DEALERSHIP award for continuously three years.

COMPANY PROFILE
Board of Directors Name Mr. Rajendra Kumar Kataria Mr. Rohan Kumar Kataria Designation Director Director

CHAPTER: 2 THEORATICAL BACKGROUND

2.1 CONCEPT OF CONSUMER BUYING BEHAVIOR 2.2 MODEL OF BUYING BEHAVIOR 2.3 FACTOR AFFECTING BUYING BEHAVIOR 2.4 MODEL OF CONSUMER BUYING PROCESS

2.1 CONCEPT OF CONSUMER BUYING BEHAVIOR

The main aim of marketing is meet and satisfy target customers need and wants buyer behavior refers to the peoples or organization conduct activities and together with the impact of various influences on them towards making decision on purchase of product and service in a market. The field of consumer behavior studies how individuals, groups and organizations select, buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple. The wealth of products and service produced in a country make our economy strong. A behavior of human being during the purchase is being termed as "Buyer behavior". Customer says one thing but do another. They may not be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute. A buyer makes take a decision whether save or spend the money.

Definition of buyer behavior:

Buyer behavior is defined as "all psychological. Social and physical behaviors of potential customers as they become aware of evaluate, purchase, consume and tell others about products & service."

2.2 MODEL OF BUYING BEHAVIOR

Buyers Characteristic Economic Technological Political Cultural Cultural Social Personal Psychological Buyers Decision process Problem Recognition Information search Evaluation alternatives Purchase decision of

Marketing stimuli Product Price Place Promotion

Other stimuli

Buyers decision Product choice Brand choice Dealer choice Purchase Timing Purchase

The wealth of product and services produced in a country make our economy strong. Almost all the products, wish are available to buyers, have a number of alternatives supplies that is substitute products are available to consumers, who make a decision to buy a product. Therefore, a seller most of his time seeks buyers and tries to please them.

2.3 FACTOR AFFECTING BUYING BEHAVIOR

1. Cultural Factors.
A. Culture: Culture is the most fundamental determinant of a person wants and behavior. The growing child acquires a set of values, perception, preference and behaviors through his/her family and other key institution

B. Sub-Culture: Each culture consists of smaller subculture that provides more specific identification and socialism for its members. Subculture includes nationalities, religion and geographical regions. Many subcultures makes up important market segments and marketers often design products and marketing programs tailored to their needs. C. Social Class: Social classes do not reflect income alone but also other indicators such as occupation, education and areas of residence. Social classes differ in their dress speech, patterns recreational tailored to their needs.

2. Social Factors:
A. Reference Group: People are influence by their reference groups frequently. Reference group expose an individual to know behave lifestyle and ours. They also influence the persons attitude. There self- concept and they create people

B. Family: The family is the most important consumer buying organization in society and it has been researched extensively. Family members, constitutes the most influential, primary reference group. We can distinguish between two families in the buyer behavior. The family of orientation consists of ones parents and sub links. From parents a person acquires an orientation towards religion, politics and economics and sense

of personal ambition. Self worth and love. a more direct influence on every day buying behavior is ones family of procreation namely ones spouse and children.

C. Role and Status: A person participates in many groups throughout life, family, club, and organization. The persons position in each group can be defined in terms of roles and status.

3. Personal Factors:
A. Age And Life Cycle: People buy different goods and services over their lifetime. They eat baby food in the earlier most foods in the growing and mature year and special diet in the later years. Peoples taste in cloth, furniture and recreation is also age related. B. Occupation: A persons occupation also influences his/her consumption pattern. a blue color worker will buy work cloth, work shoes and lunch box. A company president will buy work expensive suit, air travel, and country club membership. A marketer trips to identify occupational group that have above interest in their product and the service. Thus computer software companies will design different computer software for brand manager, engineer, lawyer and physician.

C. Lifestyle: People coming from the same sub culture, social class and occupation may lead quite different life styles. a persons life style is the persons patterns of living in the world as in the persons activities, interests and opinions.

4. Psychological Factors A. Motivation: A person has many needs at any given time some need
are biogenic. They arise from psychological status of tension such as hunger, thirst, discomfort, other need are psychological needs. a motive is a need that is sufficiently pressing to drive the person to act satisfying the need reduce the felt tension.

B. Learning: Where, people act they learn. Learning involves changes in an individuals behavior arising from most humans produce through the interplay of drives response and reinforcement demand for a product by associating it with strong drives, using motivating and providing positive reinforcement.

C. Beliefs And Attitude: through during learning people acquire belief and attitudes. This in terms influences their buying behaviors. A

belief is a descriptive though that a person hold about something. This belief may be based on knowledge, opinion or faith. They may or may not carry on emotional charge. An attitude is a persons evaluation, emotional, feelings and action towards some object or idea. People have attitude towards almost everything, religion, politics, cloth, music and so on. Attitude put them into a frame of mind of linking or disliking an object moving towards or away from it.

2.4 MODEL OF CONSUMER BUYING PROCESS

Reorganization unsatisfied need of

Identification of Alternatives

Evaluation Of Alternatives

Purchase Decision

Post Purchase Behavior

1. Reorganization of unsatisfied need: When a person has an unsatisfied need, the buying process begins to satisfy the nature of high wants indicates the speed with which a person moves to fulfill the unsatisfied wants which is of high pressing need on the basis of need and its urgency from the order of priority. Marketers should finish the information of selling points.

2.

Identification of Alternatives:

Different alternatives are available in

market. The consumer knows about the brand of product. this gives maximum

satisfaction. There are many sources, friends, neighbor, etc. and marketer, salesmen, advertising display, sales, promotion, newspaper, television etc.

3. Evaluation Of Alternatives: This is a critical stage specially with regard to costly items. Consumers have different views on different alternatives. The attributes, tests, colors, price, durability, etc have different preferences. All the details of the attributes ate provided by the marketers on the basis of the number of alternatives.

4. Purchase Decision: By considering the likes and dislikes of alternatives, one is about to take a decision as to buy or not to buy one will consider with reference to product, type, price, quality, etc. A seller can facilitate such consumers to understand the product through the product through advertisement.

5. Post Purchase Behavior: Feedback information is important as far as seller is concerned. A brand preference naturally repeats sales to a marketer. A satisfied buyer is a silent advertisement. If the purchase brand fails to give the expected satisfaction to buyer, it affects the sales negatively. A satisfying experience of buyer tends to strength the brand preference.

CHAPTER: 3 PROBLEM IDENTIFICATION

3.1 PROBLEM IDENTIFICATION 3.2 SCOPE OF STUDY 3.3 OBJECTIVE OF STUDY 3.4 SIGNIFICANCE OF STUDY 3.5 LIMITATION OF STUDY

3.1 PROBLEM IDENTIFICATION

Problem identification is one of the most important parts in taking out a project report. As the problems are not identified in correct manner a survey will not able to understand or it will be very difficult for him to bring out the proper data and information from the project will know all the problems, his work will become easier and he will come out an appropriate data. To learn the concept for attracting the buyers. To learn the consumer behavior regarding cars. To study the dominating factors responsible for the market trend. To identify the potential buyers. To analyze the competitive market.

3.2 SCOPE OF THE STUDY

As researcher has selected the subject of studying the buying behavior of the consumer, with special reference of Surat city. The scope of the study is limited to Surat city only. And as we know we have got limited area to study with the time limit of only two months, researcher has gathered all the information about the kind of consumers, who are planning to purchase swift. Researcher has hope the survey have done will be very much helpful to the company.

3.3 OBJECTIVE OF THE STUDY

The main objective of this study is to study the consumer buying behavior regarding cars. To know which criteria are required by consumer while purchasing swift Car. To know whether consumer have positive attitude for purchasing swift Car or not. To know the market potential of swift car of Maruti Suzuki in surat city.

3.4 SIGNIFICANCE OF THE STUDY

Study will help to show the consumer buying behavior for purchasing Swift Car in Surat city. It also helps to know the problem faced by consumer regarding Purchasing car. It will help to know which types of facilities are demanded by consumer Regarding Purchasing car. It will help to know market potential regarding purchasing swift car in surat city.

3.5 LIMITATION OF STUDY

There are number of limitations but from them few are as below.

The geographical area is very large so it is very difficult to cover in short Duration of time for project purpose

The duration of time is two month is not enough for study.

The knowledge of customer is limited.

The study is totally depended on customer response they may providing Incorrect data.

CHAPTER: 4 RESEARCH METHODOLOGY

4.1 MARKETING RESEARCH 4.2 RESEARCH DESIGN 4.3 CHOICE OF RESEARCH DESIGN 4.4 TYPES OF DATA COLLECTION 4.5 SAMPLING PLAN

4.1 MARKETING RESEARCH MEANING: Marketing research involves the used of surveys, tests, and statistical studies to analyze consumer trends and to forecast the qualitative and locale of a market favorable to the profitable sale of products or service. The social sciences are increasingly utilized in customer research. Psychology and sociology, for example, by providing clues to peoples activities, circumstances, wants, desires, and general motivation, are keys to understanding the various behavioral patterns of consumers.

Attached with applications from the social science has been the introduction of modern measuring methods when surveys are made to determine the extent of markets for a particular product. These methods include the use of statistics and the utilization of computers to determine trends in consumers desires for various products. Scientific analysis is being used in such areas as product development, particularly in evaluating the sales potential of new product idea. For example, use is made of mathematical models, that is, theory-based projections of social behavior in a particular important marketing decision, including those relating to the type and extent of advertising, the allocation of salespeople, and the number and location of warehouses.

Definition: Marketing reaches is a systematic and objective study of problems pertaining to the marketing of goods and services. It may be emphasized that it is not restricted to any particular area of marketing, but it is applicable to all its phases and aspect. The American Marketing Association (AMA) has defined marketing research as follows. Marketing research is the function which links the consumer, customer and public to the dealer through information used to identify and define marketing opportunities and problems, evaluate marketing actions, monitor marketing performance and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the for collecting information: manages and implements the data collection process; analysis the results: and communicates the findings and their implications.

4.2 RESEARCH DESIGN

Definition :-

Kerlinger: research design is the plan, structure, and strategy of investigation conceived so as to obtain answer to research questions & control variance. Marketing research design is the arrangement of events for assembling and analyzing the data necessary to help identify or respondent to a problem or opportunity, such that the dissimilarity between the cost of obtaining various levels of accuracy and the expected value of the information associated with each level of accuracy is maximized. According to Green and Tull A research design is the specification of methods and procedures for acquiring the information needed. It is the over-all operational pattern or framework of the project that stipulates what information is to be collected from which sources by what procedures.

4.3 CHOICE OF RESEARCH DESIGN

A research design specifies the methods and procedures for conducting a particular study. The researcher should specify the approach be intends to use with respect to the proposed study. Broadly speaking, research design can be grouped into three categories exploratory research, descriptive research and casual research.

Exploratory research: An exploratory research focuses on the discovery of ideas and is generally based on secondary data. It is preliminary investigation, which does not have a rigid design. This is because a researcher engaged in 80 exploratory study may have to change his focus as a result of new ideas and relationship among the variables.

Descriptive research: A descriptive study is undertaken when the researcher wants to know the characteristics of certain groups such as age, sex, educational level, income, occupation etc. In contrast to exploratory studies, descriptive studies are well structured.

Casual research: It maybe emphasized that the main principle of a good research design is that it must answer the questions posed earlier. Further, the researcher should select the research design, which is appropriate in achieving the objectives of the study. A point worth emphasizing here is that there is no one best research design. There are several alternative methods for solving a particular problem. Therefore the research should not be deferred in the quest for the ideal research design. It is through experience that one is able to select the most appropriate research design.

4.4 TYPES OF DATA COLLECTION

1. Primary Data:
Primary data are those data which are first time gathered by the researcher for the purpose on hand through; they are collected with help of questionnaires. Researcher has collected the primary data through the questionnaire design to elicit necessary information and data from the respondent.

2. Secondary Data:
This data which is some one else has already collected and analyzed but is useful to the researcher in his study and hence he uses it. Here researcher has selected to collect data from primary sources i.e. directly from the respondents because my sample size is limited and moreover my project work is restricted boundaries of this Surat, city. So the respondents are located in the same City. Therefore it would be more beneficially to collect information through primary sources. Researcher has also selected to collect data from secondary sources i.e from internet, magazine, websites, and company records.

4.5. SAMPLING PLAN

SAMPLING UNIT
The researcher must decide first the target population, i.e. who is to be severed? The sampling unit is the basic unit containing the element of the target population. For my research, the sampling unit is the consumer buying behavior in Surat city.

SAMPLING SIZE
Sample size can be defined on the basic of pretesting of 20 samples. After pre testing of 20 persons. Researcher has got 85% favorable case and 15% as unfavorable case and the confident level of 5% (Z==1.96) N = p*q (z/e)2 Where, N = sample size, P = Probability of favorable customers. Q = Probability of unfavorable customers. Z = confident level, E = Error So, P = 0.85, Q = 0.15, Z = 1.96, E = 0.05 n = pq (Z/E) 2 = 0.85 X 0.15 (1.96/0.05)2 = 0.16 (39.2)2 = 200 (randomly)

SAMPLE PROCEDURE:
Method for choosing the representative respondents call for in this stage, i.e., how should the respondents is chosen? The sampling procedure indicates how the sample units (200) are to be selected. Researcher has used Convenience sampling unit for surveying.

CHAPTER: 5 DATA COLLECTION & ANALYSIS

-TABLE -CHART -INTERPRETATION

Q: 1 Do you have car?

TABLE: 1
PARTICULAR YES NO TOTAL RESPONDENT 135 65 200 PERCENTAGE 67.5% 32.5% 100%

CHART: 1 135 140 120 100 80 60 40 20 0 YES NO 65 Series1

Interpretation:
Above chart show that out of 200 respondent only 135 respondent have car.

Q: 2 Which companys car do you have in the present?

TABLE: 2
PARTICULAR MARUTI SUZUKI SKODA FORD HYUNDAI OTHER TOTAL RESPONDENT PERCENTAGE 72 53% 15 5 26 17 135 11% 4% 19% 13% 100%

CHART: 2 13%

MARUTI SUZUKI 19% SKODA FORD 53% HYUNDAI OTHER 4% 11%

Interpretation:
Above chart shows that 72 respondent have Maruti suzuki car, 15 respondent have Skoda, 5 respondent have ford, 26 respondent have Hyundai or 17 respondent have other car.

Q: 3 would you like to purchase any Maruti Suzuki car in future?

TABLE: 3
PARTICULAR YES NO TOTAL RESPONDENT 191 9 200 PERCENTAGE 95% 5% 100%

CHART: 3

5%

YES NO

95%

Interpretation:
Above chart shows that 191 respondent want to purchase Maruti Suzuki car in future.

Q: 4 which car do you like to purchase? TABLE: 4

PARTICULAR SWIFT ALTO ZEN SX4 OTHER TOTAL RESPONDENT 183 1 1 6 0 191 PERCENTAGE 95.82% 0.52% 0.52% 3.14% 0% 100%

CHART: 4
200 180 160 140 120 100 80 60 40 20 0 SWIFT ALTO ZEN SX4 OTHER 1 1 6 0 RESPONDENT 183

Interpretation:
Above chart shows that most of respondent want to purchase swift car.

Q: 5 on which occasion would you like to purchase?

TABLE: 5
PARTICULAR ON FESTIVAL ON BIRTHDAY START NEW JOB FOR GIFT PURPOSE OTHER TOTAL RESPONDENT 69 52 10 15 37 183 PERCENTAGE 37.7% 28.42% 5.46% 8.2% 20.22% 100%

CHART: 5
69 70 60 50 40 30 20 10 0 10 15 RESPONDENT 52 37

Interpretation:
Above chart shows that 69 respondent want to purchase on festival, 52 respondent want to purchase on birthday, 10 respondent want to purchase when start new job, 15 respondent want to purchase for gift purpose or 37 want to purchase any time.

Q: 6 who will influence you to purchase swift car?

TABLE: 6
PARTICULAR ADVERTISEMENT FA. MEMBER RELATIVE FRIENDS OTHER TOTAL RESPONDENT 71 46 13 27 26 183 PERCENTAGE 38.8% 25.14% 7.1% 14.75% 14.21% 100%

CHART: 6

RESPONDENT
80 70 60 50 40 30 20 10 0

RESPONDENT

Interpretation:
Above chart shows that most of respondent say that advertisement was influence to purchase.

Q: 7 what important criteria you considered while purchasing swift? TABLE: 7

PARTICULAR PRICE PICKUP AVERAGE DESIGN COM. IMAGE MAINTANANCE LOOKS COMFORTNESS TOTAL RESPONDENT 75 137 137 45 35 55 34 20 538 PERCENTAGE 13.95% 25.46% 25.46% 8.36% 6.51% 10.22% 6.32% 3.72% 100%

CHART: 7

CRITERIA
137 140 120 100 80 60 40 20 0 137

75 45 55 35 34 20 RESPONDENT

Interpretation:
From the analysis of above chart we can say that most respondent first criteria considered the average and pick up.

Q: 8 In what basis you would like to purchase your car?

TABLE: 8
PARTICULAR ON CASH BASIS ON LOAN BASIS TOTAL RESPONDENT 47 136 183 PERCENTAGE 26% 74% 100%

CHART: 8

26%

ON CASH BASIS 74% ON LOAN BASIS

Interpretation:
Above chart shows that 47 respondent want to purchase car on cash basis. Or 136 respondents want to purchase car on loan basis.

Q: 9 From where you purchase your Maruti Suzuki swift?

TABLE: 9
PARTICULAR KATARIA KIRAN DHRU TOTAL RESPONDENT 152 15 16 183 PERCENTAGE 83% 8% 9% 100

CHART: 9

DEALER
9% 8% KATARIA KIRAN DHRU

83%

Interpretation:
Above chart shows that 152 respondent want to purchase from kataria, 15 respondent want to purchase from kiran or 16 respondent want to purchase from dhru.

Q: 10 Why you prefer to purchase that car from specific dealer? TABLE: 10
PARTICULAR PRO. GOOD SERVICE NEAR TO HOUSE GOOD & CO. STAFF PRO. FIN. SCHEME TOTAL RESPONDENT PERCENTAGE 98 53.55% 23 32 30 183 12.57% 17.49% 16.39% 100

CHART: 10
98 100 90 80 70 60 50 40 30 20 10 0 PRO. GOOD SERVICE

RESPONDENT

32 23

RESPONDENT 30

NEAR TO HOUSE

GOOD & CO. STAFF

PRO. FIN. SCHEME

Interpretation:
Above chart shows that 98 respondent prefer because providing good service, 23 respondent prefer because near to house, 32 respondent prefer because good & co. staff or 30 respondent prefer because they want to financial scheme.

CHAPTER: 6 HYPOTHESIS TESTING

CHAPTER: 7 FINDINGS

FINDINGS
According to survey 95% respondent want to purchase Maruti Suzuki car in future. According to survey 95.82% respondent want to purchase swift car in future. Generally 37.7% respondent want to purchase on festival, 28.42% respondent want to purchase on birthday, 5.46% respondent want to purchase when start new job, 8.2% respondent want to purchase for gift purpose or 20.22% want to purchase any time. Advertisement, family member, friends are most influence to purchase the car. Most respondent first criteria considered the average and pick up while purchasing car. According to survey 74% respondent want to purchase on loan from bank or 26% respondent want to purchase on cash basis. According to survey 83% want to purchase from kataria.

CHAPTER: 8 SUGGESTIONS

SUGGESTION
Some suggestion is as follows.

1. The company should try to give more & more after sales services because it may be helps to improve sales. 2. The company should introduce various promotion schemes for brand building. 3. Kataria Automobiles should be give more advertisement in local news paper like a Gujarat samachar and Sandesh, than magazines because majority person read local newspaper than magazines. 4. Many respondents said that Kataria Automobiles have to appoint respected & responsible person who can complete work on time. 5. In todays competitive market company should analyze strategy of rival company before making their own strategy.

BIBLIOGRAPHY
Reference Book Marketing research Marketing management Author G C Beri Philip kotler

WEB SUPPORT www.marutiudhyog.com

QUESTIONNAIRE
I, Dhola Sweta a management student conducting a study on a consumer buying behaviour while purchasing swift car of Maruti Suzuki in Surat city. This excise is a part of the project towards fulfilling the requirement of the management course. I would be glad if you could provide me with some of your valuable time to answer a few question. I assure you that the views convied by you will be used for my accedamic purpose only. I thank you in advance for your co-ordination. Yours truly, Dhola Sweta (1)Do you have car? YES NO (2) Which companys car do you have in the present? Maruti Suzuki Skoda Ford Hyundai General motors Other (3) Would you like to purchase any Maruti Suzuki car in future? YES NO (4) If yes then, which car do you like to purchase? Swift Alto Zen Sx4 Others IF SWIFT THEN, (5) On which specific occasion would you like to purchase Maruti Suzuki swift? On festival On birthday When you start new job For gift purpose Others (6) Who will influence you to purchase swift car of Maruti Suzuki? Advertisement Family member Relative Friends Other (7) What important criteria you considered while purchasing the Maruti Suzukis Swift? Price Pick up Average Design Company image Maintenance Looks Comfortableness

(8) In what basis you would like to purchase your car? On cash basis On loan from bank (9) From where you purchase your Maruti Suzukis swift? Kataria Kiran Dhru (10) Why you prefer to purchase that car from specific dealer as specified by you In Que. No 9? Providing good service Near to house Have a good & co-operative staff Providing financial scheme

(11) Your suggestion, if any ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------PERSONAL INFORMATION Name Address : ________________________________________________________ : ________________________________________________________ _________________________________________________________ Tel.No Gender : : _________________________________ Male Student Female Service Business Other

Occupation: