EXECUTIVE SUMMARY

The new millennium is not just a new beginning; it is a continuation of trends in human behaviour that have been following cyclical patterns throughout our country's history. Just because we have entered a new era does not mean we have to start from scratch when it comes to interpreting why certain consumers are loyal to certain brands, and what type of factors influence these kinds of buying behaviour. Brand awareness is the consumer's conscious or unconscious decision, expressed through intention or behaviour, to repurchase a brand continually. It occurs because the consumer perceives that the brand offers the right product features, image, or level of quality at the right price. Consumer behaviour is habitual because habits are safe and familiar. In order to create brand loyalty, advertisers must break consumer habits, help them acquire new habits, and reinforce those habits by reminding consumers of the value of their purchase and encourage them to continue purchasing those products in the future.

INTRODUCTION
The new business horizon will be the most challenging era for the most of the companies delivering goods and services to the buyers directly through their network. The increasing competition in the global markets will make the existence of the companies difficult as the buyers enjoy being the kingpins. Marketing is all around us. It is one from or another. It is close to every individual. Moving from the historical perspective, modern marketing has taken on new dimension through various management approaches. Marketing was defined as an exchange mechanism, in its early days and had been conceptualized as a function of selling. The efficacy of marketing was largely related with the personal salesmanship through advertising strategies for the consumer and industrial products. However, with the recognition of the difference between marketing and selling, concepts turned more scientific and analytical. Marketing is now defined as a blend of behavioural and management science powered by creativity, intuition, innovation, and inspiration tops them all. Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands. Branding is the art and cornerstone of marketing. The American Marketing
2

Association defines a brand as: a name, term, sign, symbol, or a design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Thus a brand identifies the seller or maker. What distinguished a brand from its unbranded commodity counterparts is the consumers perceptions and feelings about the products commodity counterparts is the consumers perceptions and feelings about the products attributed and how they perform. Ultimately, a brand resides in the minds of consumers. A brand can be better positioned by associating its name with desirable benefits. A brand is much more than a name, logo, colors, a tagline, or symbol. These are marketing tools tactics. A brand is essentially a marketers promise to deliver a specific set of feature, benefits and services consistently to the buyers. The marketer must establish a mission for the brand and a vision of what the brand must be and do.

INDUSTRY PROFILE
The automobile industry is one of the most important industries in the business scenario which influence the world economy largely. It provides jobs for millions of people and generate billions of dollars in this world which to enhance and widen the economy. The automobile has enabled the travelling facility to the human kind and it has eased the way of living. The dream was came to true only in 18th centuries when first car was rolled in the road and it was a giant step in human history. Today it has touched its peak. Innovative steps has proven the impossibilities before the world which even beyond the imagination. Nowadays, cars have been seen as the part of utility as well as the status. It has come with gorgeous and gracious styles which has evoked the hearts of peoples. The demand for the cars have been increased more than before and the competition also very high. Its going without say that; the automobile manufactures all over the world are in stiff competition. In earlier days, India was out of field, but today, though in introduction stage, it has a rapid growth. So, India is now seeking its place amongst these giants of the world.

Talking about the current scenario, the Indians are following the strategy of getting high with affordable price, where, nano is the remarkable one. So we cant imagine the future because, new powers, sources, and intelligence are being used. The new generation has to see these changes with open eyes.

INDIAN AUTOMOBILE INDUSTRY

The automobile industry in India is the 10th largest in the world with an annual production of approximately 2million units. India is expected to overtake China as the worlds fastest growing car market in terms of number of units sold and the automotive industry is one of the fastest growing manufacturing sectors in India. Though several major foreign automakers, like Ford, Suzuki, GM and Honda have their manufacturing bases in India, Indian automobile market is dominated domestic companies. Maruti Suzuki is the largest passenger vehicle company; Tata Motors is the largest commercial vehicle company while Hero Honda is the largest motorcycle company in India. Other major Indian automobile manufacturers include Mahindra & Mahindra, Ashok Leyland and Bajaj Auto.

The varied car markets in India:

The market for small cars now occupies a substantial share of 70% out of the annual production of 1 million cars in India. Maruti Udyog, with its legendary Maruti -800 is the leader in the small car market. A number of manufacturing plants are coming up for advancements in the field of small cars.

Maruti Suzuki India Ltd.

Maruti Suzuki India Ltd is a publicly listed automaker in India. It is a leading four-wheeler automobile manufacturer in South Asia. Suzuki Motor Corporation of Japan holds a majority stake in the company. On 17 September 2007, Maruti Udyog was renamed to Maruti Suzuki India Limited. The company's headquarters remain in Gurgaon, near Delhi. 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. It is the biggest car manufacturer in India and especially dominant in the small car sector.
7

Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold in India and various several other countries, depending upon export orders. Cars similar to Martis (but not manufactured by Maruti Udyog) are sold by Suzuki in Pakistan and other South Asian countries. The company annually exports more than 30,000 cars and has an extremely large domestic market in India selling over 500,000 cars annually. Maruti 800, till 2004, was the India's largest selling compact car ever since it was launched in 1983. More than a million units of this car have been sold worldwide so far. Currently, Maruti Alto tops the sales charts. Till recently the term "Maruti", in popular Indian culture, was associated to the Maruti 800 model. 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. The company vouches for customer satisfaction. Maruti Suzuki was born as a government company, with Suzuki as a minor partner, to make a peoples car for middle class India.

OBJECTIVES LIMITED

OF

MARUTI

SUZUKI

1. Modernization of Indian automobile industry 2. Productions of fuel efficient, low cost, high quality vehicle to conserve scare resources 3. Production of large number of motor vehicles, which are necessary for economic growth.

Service Offered
Sales of automobiles In the order they were launched: 1. Maruti 800, (Launched 1983) 2. Maruti Omni (1984) 3. Maruti Gypsy (1985) 4. Maruti Wagon-R (1999) 5. Maruti Alto (2000)
9

6. Maruti Versa (2003) 7. Maruti Zen Estilo (2005) 8. Maruti Suzuki Swift (2006) 9. Maruti Suzuki SX4 (2007) 10. Maruti Grand Vitara (2007) 11. Maruti DZiRE (2008) 12. Maruti A-star: ( 2009) 13. Maruti Ritz: (2009)

10

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.

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.

Maruti Finance
To promote its bottom line growth, Maruti launched Maruti Finance in January 2002. Maruti tied up with ABN Amro Bank, HDFC Bank, SBI, ICICI Limited, Kotak Mahindra, Standard Chartered Bank,
11

and Sundaram to start this venture including its strategic partners in car finance.

Maruti True Value

Maruti True service is 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, Transworld. Singer India, National Stock Exchange and

Accessories
Many of the auto component companies other than Maruti Udyog started to offer components and accessories that were compatible. Maruti started a new initiative under the brand name Maruti Genuine Accessories to offer accessories like alloy wheels,
12

body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other car care products. These products are sold through dealer outlets and authorized service stations throughout India.

Maruti Driving School

As part of its corporate social responsibility Maruti Udyog launched the Maruti Driving School in Delhi. Later the services were extended to other cities of India as well. These schools are modeled on international standards, where learners go through classroom and practical sessions. Many international practices like road behaviour and attitudes are also taught in these schools

COMPANY PROFILE
About Indus Motors
Indus Motors Company Private Limited, having its registered office at Indus House, Chakorathukulam, Calicut and the corporate office at 2nd floor, Opp. South Gate of Cochin Shipyard, Thevara, Kochi- 682015, was incorporated on 11th July, 1948 with the main objective of dealing motor vehicles in the state of Kerala. Indus belongs to the renowned PEEVEES Group promoted by the
13

prominent NRI business person Mr. P.V. Abdul Wahab, member of parliament .The PEEVEES Group has interests in educational institutions, plantations, civil constructions and LPG & Petroleum. At present , Indus is one among the top five dealers of Maruti Udyog Limited in the country. Indus operates from its dealership from Cohin ,(Kalamassery, Kakkanad and Thevara)Trivandrum. (Mettukada, Venpalavattom and Murinchapalam) and Calicut(Panicker Road , Kottakkal, Nallalam and Calicut koya raod) . One each in Kollam, Kayamkulam, Kottayam, Trichur, Palakkad, Guruvayoor, Mvattupuzha, Thalassery, Kannur, Kanhangad and Vadakara. Infrastructure and management expertise which Indus put behind their business has borne fruit- Maruti gave two coveted awards to Indus- Thevara workshop was adjudged the best Model Workshop in India and Indus was the second highest seller of Genuine Maruti Spare in India. JD Power associates has rated Indus as No.1 in South India for Sale Satisfaction.

14

PRODUCT PROFILE
RITZ

Maruti Suzuki Ritz - An outstanding combination of sporty styling, compact size andavant-gardetechnology. The largest car maker of India, Maruti Suzuki, has launched its much awaited model 'Maruti Ritz'. This car is sure to revolutionize the Indian auto industry because of its exceptional features and eyecatching design. Possessing clean, bold and stylish design, Maruti Ritz will attract people for its superb interior and exteriors. Maruti Suzuki Ritz is available in both petrol and diesel variants.
15

This car has been designed keeping the comfort of passengers in mind and at the same time keeping the cost low. The fuel efficiency and mileage of Maruti Ritz is expected to beat its competitors and is expected to rank top in its class. The new car is available with a suspension of 170 mm and 14-inch alloy wheels, which enables comfortable driving on Indian roads. Maruti Ritz also offers the car lovers with options in engine. The recently launched car is available in two different engine options. The first version comes with a brand new K-series of 1.2 liters, fourcylinder, 85 PS petrol engine whereas, the second version with a 1.3 liters, 16-valve, 75 PS diesel engine. The performance of Maruti Ritz is expected to match with the performance of cars like Swift and A-star .

Variants
Maruti Ritz is available in six variants including 3 variants in petrol type and 3 variants in diesel versions.

Maruti Ritz ZDi Maruti Ritz 1.2 Maruti Ritz ZXi

16

Maruti Ritz GT Maruti Ritz Vxi Maruti Ritz VDi

Technical features of Maruti Ritz Brakes Front Rear Suspension front Rear Engine Fuel options Engine cc Max power Max torque Petrol 1197 85 ps@ 6000 rpm 113 Nm @ 4500 rpm Diesel 4 1248 75 ps@ 4000 rpm 190 Nm@ 2000 rpm
17

Ventilated disc Drum

McPherson strut & coil spring Torsion beam & coil spring

No. of cylinders 4

Weights Kerb weight (kgs) Vxi-1015 Zxi-1030 GVW(kgs) Seating Fuel tank capacity(ltrs) 1430 5 43 1520 Vdi-1110 Lxi-1005 Ldi-1100

The Suzuki Splash is a city car introduced in model year 2008 and jointly developed between Suzuki Motor Corporation andAdam Opel AG which will also market their version as the Agila. It debuted as a concept car at the 2006 Paris Auto Showand the production model debuted at the 2007 Frankfurt Auto Show. The Splash is slotted below the Swift in the European market lineup, and uses a shortened wheelbase version of its chassis. In the Japanese market lineup, however, it is slotted between the Swift and the Solio. The car was launched with two petrol engines, a 3-cylinder 1.0-litre and 4-cylinder 1.2-litre Family 0, and a 4-cylinder version ofFiat's MultiJet diesel engine. Unlike its predecessor, the Wagon R+, the Splash has five seats as standard. It was introduced to the Japanese market on 20 October 2008, available as Splash 1.2 for 1,239,000 and the UK as a rebadged Vauxhall Agila. Maruti Suzuki released the Splash in India as Maruti Suzuki Ritz. In China, it was released by Changhe Suzuki towards
18

the end of 2010.[1] The Splash also went on sale in New Zealand in 2011. This reflected the popularity Suzuki's small cars have had in recent years. European market B is divided into segments, a compact car frontwheel drive. Platform, the Swift (second generation, ZC # system) is based on that. Body size in comparison with Swift is smaller than the one handed Takashi Tamotsu, also 30 mm shorter wheelbase is 2,360 mm. Engine cylinder 3 series (K10B type) 1000 cc petrol engine, inline four-cylinder (K12B type) 1200 cc gasoline engine and series made by Fiat 1300 cc is available in four-cylinder directinjection diesel multi-jet, 5 MT or 4 AT and combination of is. 2008 Suzuki in the management of General Motors until the U.S. (GM) has equity participation, the splash from GM related to its subsidiary in the European OEM has been supplied. Opel said, "Agila" model of two generations (the first model Wagon R + was the sister car) is sold as. The Suzuki world strategy of two stages[2] has been regarded as the first vehicle type, the other has been made by India manufacturing and sales in the multi Suzuki India. The future of manufacturing and sales will be held in China.

India
In the Indian auto market Suzuki Splash is known as Maruti Suzuki Ritz. Maruti Suzuki has changed its name because the name Splash was already registered by Ford. This car has written another success story for Maruti Suzuki. Ritz crossed sales figure of what other foreign manufacturers are dreaming about in India. There are more than 200,000 Ritz on Indian roads so far in a span of 37months, without any significant advertisement support, which is a record in its own. Ritz is competing with Hyundai I10, Ford Figo, Chevrolet Beat, VW Polo, Tata Indica, Fiat Punto, Skoda Fabia and her own sibling Suzuki Swift.
19

In India Maruti Ritz is available with tn variants, five each with petrol and diesel engine options. The petrol variants of Maruti Ritz are powered by the companys popular 1.2L, 1197 cc, K12M KB series petrol engine. The light weight all aluminum K12M engine delivers 85 PS (63 kW; 84 hp) of maximum power at 6000 rpm with 113 Nm (83 lbft) of maximum torque 4000 rpm. The mileage it delivers in city is around 14.5kmpl in city and 18kmpl on highway. The diesel variants of Maruti Ritz are powered by the Fiats 1.3L Multijet diesel engine. The 1.3L, 1248 cc, DDiS diesel engine which is well known for its excellent fuel efficiency and performance. This engine delivers 75 PS (55 kW; 74 hp) of maximum power at 4000 rpm with 190 Nm (140 lbft) of maximum torque at 2000 rpm. The mileage it delivers is 17.7 kmpl in city while on highway it gives 21kmpl. While the petrol 1.2 engine (also used in Swift & DZire) seems underpowered even having stats of 85 PS (63 kW; 84 hp) . A new version of Ritz was launched in India in mid-2012.This version sports a new ZDI variant, 3 new colours and improved fuel effeciency.

LITERATURE REVIEW
THEORATICAL PRESPECTIVE Brand awareness is the potential capacity that a consumer recognizes or recall the name of the brand of a certain category of a product. Thus, brand awareness is an exercise of identification of the brand name under different conditions and, therefore, the

20

probability of a brand name coming to the consumer and the facility with which this happens. Awareness essentially means that customers know about the existence of the brand, and also recall what categories the brand is in. The lowest level of awareness is when the customers have to be reminded about the existence of the brand name, and its being a part of the category. There after is the stage of aided recall, i.e., upon the mention of the category, the customer can recognize the companys brand from among a list of brands. Then is the stage of unaided recall, where in a customer mentions the companys brand among a list of brands in the category. The highest level of awareness is when the first brand that the customer can recall upon the mention of the product category is the companys brand. This is called top-of-mind recall. (Arunkumar & N Meenakshi,2006) Brand awareness, influenced by the advertising recall, affects the decision of purchase not only in the aspects of the behaviour, but even at the effective level, forming positive attitude towards the product that lead to buying of this product and to obtaining major quotas for the company. Brand awareness is an instrument of predominant selection amongst consumers without experience of use of the product and stops experimentation with new product and brands.

21

Band awareness is a dimension of brand equity that affects the decision of the consumer both at the effective level and at the behaviour level. In the affective area, a brand known by the consumers creates a feeling of pleasure and familiarity in them. Awareness of the name acts as an anchor to which every thing else about the brand is liked, much like the name of a person acting as an anchor for tying all associations about him. Building awareness involves making the brand visible to the relevant target audience by various promotional methods such as publicity, sponsorship, events, advertising, instigating word-of-mouth promotion etc. (Arunkumar & N Meenakshi, 2006) The buyer means not only one who make the process of buying, but, it involves the initiator, influencer, payer, decider and user. The buyer conducts the transaction. He visits stores, makes payments, and effects the delivery. Usually, the buyer is the only player whom the marketers can see being involved in the decision making process. Merely interviewing him about the purchase does not serve the purpose of the marketer who wants to explore the consumer decision making process, as at the time of purchase all other evaluations have been completed, which he involved several other players as well. The importance of these players is crucial in deciding the relevant market mixes. . (Arunkumar & N Meenakshi, 2006)
22

Finally, brand awareness favors the certain of associations brought about by the product, which are in the origin of the creation of brand image.

BUYING BEHAVIOUR
The new millennium will be the most challenging era for the most of the companies delivering goods and services to the buyers directly through their network. The increasing competition in the global markets will make the existence of the companies difficult as the buyers enjoy as the kingpin of their business. The increasing competition in the market for the goods and the services will provide the best options to the buyers towards the customer value, satisfaction and the delight chain. In the developing economies and near monopoly markets the sellers do not pay adequate attention towards the buyers and make them in a disadvantageous position. On the contrary in the buyers market the customers can choose the goods and services. This phenomenon can be explained in reference to the Indian market also. Let us take an example of an Indian car market in the midseventies which was largely dominated by the Ambassador brand of
23

Hindustan Ltd, had Fiat for the class market. During this period the car market had sellers dominance and enjoyed near monopolistic condition. The car market scenario was in transition since mideighties after the market invention of Maruti Udyog Ltd. and has become highly competitive after the introduction of the new economic policy in early 90s. Since, we can simply understand that, the current market for cars in India is a buyers market, which is very competitive in terms of quality, price, services, comforts and value for the money, which are cannot be calculated at a time, but take a long thinking and discuss. It is in fact that buyers market where the consumer exercises his franchises to choose the brand and hence he plays key role in making the brands sustain in the market. The consumer makes the decision on buying of any product of the company by problem solving carefully weighing and evaluating perceived use values and product attributes. This process is commonly known defined as rational decision making while the emotional responses. Buying decision concerning products and brands are heavily influenced by the available and anticipated economic resources. Besides the economic resource of consumers, the cognitive resource representing the mental capacity of storing and analyzing various information processing activities also play a vital role not only in decision making process but also in satisfying received thing.
24

More over, knowledge plays key role in all level, especially in developing awareness about a particular product as well as brand. Comprehensive knowledge about the goods and services, image of the company, promotional packages etc. all these things develop conviction among buyers and add awareness.

EMPERICAL PERSPECTIVE
Brand awareness
The likelihood that consumers recognize the existence and availability of a company is their product or service. Creating brand awareness is one of the key steps in promoting a product. Investopedia explains Brand awareness is an important way of promoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore, the product that maintains the highest brand awareness compared to its competitors will usually get the most sales.

For example, in the automobile industry, a lot of people go behind the Maruti only because they are aware of its peculiarities and other
25

variety of factors.. However, consumers are very aware of the other brands in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as an economic moat that prevents competitors from gaining more market share

Consumer Buying Behaviour

Possibly the most challenging concept in marketing deals with understanding why buyers do what they do (or dont do). But such knowledge is critical for marketers since having a strong understanding of buyer behaviour will help shed light on what is important to the customer and also suggest the important influences on customer decision-making. Using this information, marketers can create marketing programs that they believe will be of interest to customers. As you might guess, factors affecting how customers make decisions are extremely complex. Buyer behaviour is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analyzing customer
26

activity have presented us with useful guidelines in how someone decides whether or not to make a purchase.

RESEARCH METHODOLOGY
Research methodology is the description, explanation and justification of various methods of conducting research. This area deals with the research design, sources of data collection, sampling design, hypothesis, and statistical tools used for the data analysis and interpretation.

STATEMENT OF THE PROBLEM

Since Maruti is one of the most popular brands in India, there is a high need to understand whether the customers are loyal to the brand and they have any kind of influence from its awareness. Retaining customers is the main objective of any company. So, a study to understand the influence of brand awareness seems to be not go vain. The main objective of the study is to find out, whether there any influence of brand awareness in buying behaviour.

27

RESEARCH DESIGN
Descriptive Research
A researcher should think about the way in which he should proceed in attaining his objective in his research work. He has to make a plan of action before starting the research. This plan of study of a researcher is called the research design. Descriptive research design is used for this study. Descriptive research design is used to those studies which are concerned with characteristics of a particular individual or a group

SOURCE OF DATA COOLECTION

Both primary and secondary data have been used for the study.

Primary data
Primary data are those which are collected for the first time which is original in character. They are collected directly and are reliable. The primary data was collected through a well structured questionnaire.

Secondary data
28

Secondary data is those which have already been collected by someone else. Secondary data has been collected from company records, text books, websites etc

PILOT STUDY AND PRE-TESTING

The sample frame for this study is 450; for conducting a pilot study, The researcher have taken 5% of my sample frame, i.e. a size of 23. In that researcher got 95% responses, so researcher took P as 95% and Q as 5%.The level of confidence taken is 95%, so the Z value is 1.96.If Z is 95% the E value should be 5%.The pre-test was conducted regarding to that responds.

Hypothesis
Hypothesis is considered as the most important instrument in research. A hypothesis is an assumption or some assumption to be proved or disapproved. Hypothesis can also be divided as (1) Null Hypothesis or (2) Alternative Hypothesis.
29

Null Hypothesis: is a statement that no difference exists between a population parameter and a sample statistic Alternative Hypothesis: When the null hypothesis is rejected, then, we are accepting the alternative hypothesis. The alternative hypothesis is the logical opposite of the null hypothesis.

LIMITATIONS OF THE STUDY

As a study is concerned it has got its own limitations. It is obviously understood that such limitations are unavoidable. Some important limitations can be read as; An in depth study was not possible due to time constraints The study was conducted at Calicut city; it may not be applicable for the whole country. The study was purely confined to 63 samples. May not be applicable to entire customers. There are chances of bias in the data collected from the respondents
30

 The data given by the respondents may limit to their own knowledge, feelings and awareness.

Table No.4.1.Showing the Gender of the study

Sl.No Gender 2 3 Total Chart No. 4.1 Male Female

No. of respondents 46 17 63

Of respondents 73 27 100

Gender
50 45 40 35 30 25 20 15 10 5 0 Male Female Female, 17 Male, 46

31

INTERPRETATION: As stated in the study, there were 63 respondents is the sample selected for the study. Out of them, 46 (73 ) were male and 17(23 ) were female. Table No. 4.2 Showing the Age of the respondents

SL No. 1 2 3 4

Category 18-25 25-35 35-45 45& above Total

No. of respondents 8 35 13 7 63

of respondents 12 56 21 11 100

32

Chart No. 4.2

Age
No. of respondents
60 50 40 30 20 10 0 18-25 25-35 35-45 45& above %

Age

INTERPRETATION: The above chart concludes that, out of the 63 samples of the study, 8 were (12 ) between the age 18-25, 35were (56 ) between 25-35, 13 were (21 ) between 35-45, and 7 (11 ) were 45 and above.

33

Table No. 4.3 .Showing the Occupation

Sl. No 1 2 3 4

Occupation Business Professional Student Employee Total

No. of respondents 36 13 5 9 63 57 21 8 14

of respondents

100

Chart. No. 4.3

Occupation
60 50 40 30 20 10 0 Business Professional Student Employee %

34

INTERPRETATION: Among the 63 samples taken for the study, 36 respondents (57 ) were found as business men, 13 (21 ) as professional, 13 (8 ) as student and 9(14 ) as employee.

Table No. 4.4. Showing, How the respondents came to know about Indus Motors? Sl. No 1 2 3 4 5 Myself Family Advertisement Friends Others Total Source No. Respondents 9 20 12 11 11 63 15 32 19 17 17 100 of Respondents

35

Chart. No. 4.4

35 30 25 20 % 15 10 5 0 Myself Family Advertisement Friends Others

INTERPRETATION: The chart shows that, out of 63 samples, 15% of them came to know about company by themselves.32% via family, 19% via advertisement, 17% via friends and 17% through others.

36

SUGGESTIONS Service quality can be increased Cars publicity can be developed, which will add awareness Must focus on customer feedback, which results in customer satisfaction and it lead to recommend product. Give sufficient offers to increase sale.

37

CONCLUSION As customers, we buy a lot of things every day. We buy, not only after having any pre assumption about the product but also having nothing. Needs must be fulfilled. People go any where to get his dreams come true. In such a time, all business leaders are striving hard to get more customers and spare no effort to get them satisfied. The era is not like past. Customers are the leaders of the business, not the company. The customer will decide to make a product success or not. They are the key players. So that, every companies are running behind these customers offering them large priorities and convincing them its peculiarities. Buidling brands, quality, image are the short cut to it. Today majority has a brand oriented life. If any one satisfied with a brand, he will be continuing with the same. In such a time, every brand had to try best to put awareness about it. Maruti has great such effects on customers which had help to increase their sales. Indus Motors is one of the finest dealers of Maruti in India. They have a good scale of sales every year and they provide a good piece of services to them. This study has impartial results on its findings so that it can be conclude that brand awareness has a great range of influence on buying behaviour.
38