CHAPTER I

1.1 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 form 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 behavior 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 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.

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 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.

Brand nodding occurs when customers experience the company as delivering

on its benefit promise. The fact is that brands are not built by advertising but by the
brand experience. Brands vary in the amount of power and value they have in the
marketplace. We define brand equity as the positive differential effect that knowing
the brand name has on customer response to the product or service. Brand equity
results in customers showing a preference for one product over another when they
are basically identical. The extent to which customers are willing to pay more for the
particular brand is measure of brand equity.

A brand needs to be carefully managed a so that its equity does not

depreciate. This requires maintaining or improving brand awareness, perceived
quality and functionality, and positive associations. These tasks require continuous R
and D investment, skillful advertising, and excellent trade and consumer service.
Each firm wants to identify its products and distinguished them from their
competitors in the market. A firm does and confirms it by means of branding.
Branding means, naming a product for its identification and distinction. A product
will gain its image and consumer loyalty through its brand.
In the car marketing segment of Indian market, Maruti is known as the
undisputed leader. Various reasons have been attributed to its success. Some of them
are low initial cost of the vehicle which is known as the common mans car. It is
also known as for its easy handle and maintenance features and low service charges.
Another important area where Maruti scores over its competition is the well
established nation wide circle of after sale service centers. Indus is one of the well
known Maruti dealers in Chennai which play a key role in understanding the needs
and wants of the customers and their desires as well as services. It also plays a good
role as a good service centre to maintain good and effective services and provide
greater level of satisfaction.

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Brand awareness means the people are familiar with the product and they are likely
to buy it because they organize it. All brands have value just like physical asset
value. Brand also can be treated as assets like physical. Many companies recognize
their brands as more valuable than their physical assets. A powerful brand can create
ultimate success and show bizarre things to the business world.
As above mentioned visions in large, a keen desire has been dedicated for
the attempt in this study entitled Influence of Brand Awareness on buying
behaviour with special reference to Maruti Alto k10 at "C.A.R.S, India" chennai.

1.3 OBJECTIVES

The study has been conducted with the following objectives in mind:

PRIMARY OBJECTIVE
To find out the buying behaviour of customers towards Alto k10

SECONDARY OBJECTIVE
To find out the factors influencing towards Alto k10
To study the service quality of Maruthi Suzuki.
To ascertain the position of cars in the minds of customers.
To analyse the source of brand awareness.

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1.4 SCOPE OF THE STUDY
The overall scope of the present study considers all the variables and factors
that have major impact over the customers in considering particular brands. This
especially included how a customer regally evaluate recognizes the brand and what
position particular brand occupies in the customer mind.
This includes how a customer gets attracted towards the brands and what makes a
brand highly significant over their competitive brand. The study includes how brand
awareness among potential customers can be maintained and improves.
The project has been done in chennai city only. The survey was confined
only to Maruti customers to presently posses only Alto k10. The survey was
especially focused on existing Alto k10 owners for finding how they are influenced
by the brand and what made them aware of the brand. After the survey was done the
data was analyzed and also relevant suggestion were made in order to improve its
brand awareness towards Alto k10 as well as Maruti.

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1.5. IMPORTANCE OF THE STUDY

The motive of any company is to generally acquire larger market share high
% of sales the Industry, This could be only achieved by building a higher % of brand
loyal customers.
Any company can survive if there is a stiff computational activity in the
market and brand loyal customers. Today many major companies in the market try
to maintain and improve there branded equity. With out creating a proper Brand
awareness they cannot build brand image.
Strong brands help build the corporate image and also by making it eager for
the companies launch new brands.
Today brands are treated as major enduring assets of a company; more over brand
equity are major contributor to customer equity. This all can happen only if there is
proper brand awareness.
The four wheeler industries have been expanding rapidly are gone the day
when possessing a small and mid-size cars was seen as a luxury. Nowadays it is
viewed as a mere necessity. So such awareness has key role to the consumption.

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

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2.1. 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.

2.1.1 THE BIRTH OF AUTOMOBILE

In the early 15th century the Portuguese arrived in china and the interaction
of two cultures lead to a variety of new technologies, including the creation of a
wheel that turned the generation. By 1660s a full sized engine powered vehicle was
created.

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 By the mid 15th century the idea of self propelled vehicle have been put into
action with the development of experimental vehicles powered by means of springs,
clock works and etc. .
Nicolas Joseph cugnot of france is considered to have invented the first true
automobile in 1769, designed by cugnot and constructed by M.Berzin, it is also the
first American who obtained patent for self propelled carriage which could attain
speeds up to 6km/hour. The early steam powered vehicle were only the practiced
one on a perfectly flat surface as strong as iron. In 1771 he again designed another
steam driven engine which ran so fast that rammed into a well, recording the worlds
first accident.

2.1.2 INDIAN AUTOMOBILE INDUSTRY

The automobile industry in India is the 10 th 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.

Car manufacturers in India

The reason behind the immense growth of the India Car Industry can be
attributed to the availability of car loans, affordable rates of interest, smooth
repayment facilities and the deductions offered to the customers by the retailers.

Following are the car manufacturers in India

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 Maruti Suzuki India Ltd

Hindustan Motors

Reva Electric Car Co

Daimler Chrysler India Private Ltd

Fiat India Private Ltd

Ford India Ltd

General Motors India

Honda Siel Cars India Ltd

Hyundai Motors India Ltd

Toyota Kirloskar Motor Ltd

Skoda Auto India Private Ltd

AUDI AG

BMW

CHEVROLET

FORCE MOTORS

NISSAN MOTOR CO. LTD

PORSCHE

ROLLS-ROYCE MOTOR

San Motors

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 TATA MOTORS

Daewoo Motors

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.

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.

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 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 OF MARUTI SUZUKI LIMITED

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)

6. Maruti Versa (2003)

7. Maruti Zen Estilo (2005)

8. Maruti Suzuki Swift (2006)

9. Maruti Suzuki SX4 (2007)

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 10. Maruti Grand Vitara (2007)

11. Maruti DZiRE (2008)

12.Maruti eeco (2009)

13.Maruti Alto k10 (2010)

14.Maruti ertiga (2012)

15.Maruti stingray (2013)

16.Maruti baleno (2015)

17.Maruti vitara brezza (2016)

Future Maruti Suzuki Plans

1. MARUTI SUZUKI IGNIS ,likely to be a rival to MAHINDRA

KUV100.

2. MARUTI SUZUKI BALENO RS

3.MARUTI SUZUKI SWIFT AMT

4.MARUTI SUZUKI WAGON R 7

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

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 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, 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, Singer India, National Stock Exchange and
Transworld.

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, body cover, carpets, door visors, fog lamps, stereo systems, seat covers

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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

Key competitors

Tata Motors

Hyundai

Ford

FIAT

General Motors

Honda

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2.2 COMPANY PROFILE
About C.A.R.S India pvt ltd,
Cars India Crescent Auto Repairs & Services
India Pvt Ltd is Chennais premier dealer of Maruti Suzuki India Ltd. (MSIL)
since 1995. This pinnacle position was achieved by sheer dint of hardwork and
dedication for almost two decades. From the modest beginning, the dealership has
grown to a mammoth scale of 3 Showrooms, 5 Workshops, 4 Body shops and 4
Maruti Driving Schools .We are an ISO 9001 certified company providing Sales
and after sales Service with state of art equipment and well trained manpower.
Customer delights through efficient and timely service is our motto. With
burgeoning sales of around 4000 cars per annum, the company services 60,000
cars in a year with immaculate customer satisfaction levels. Our company is the
pioneer in the Corporate Social Responsibility (CSR) initiatives as evident from
our hi-tech Maruti Driving Schools (MDS) spread across the city, which go a long
way in ensuring safety on our roads both for the driver and the general public.

SALES OUTLETS
C.A.R.S india pvt.ltd has spread throughout the chennai. It has the
following branches accross chennai and they are given below

1.Teynampet
2.Valasaravakkam
3.Adyar
4.Ambattur

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SALES AND SERVICES
C.A.R.S INDIA pvt. Ltd provides the entire range of products and services
available in the Maruti Suzuki. Indus is the pioneers of new and innovative sales
strategies like Unlimited Car Care Package: UCP that provides a Maruti customer,
life long care for his car, Inuds is the highest seller of Maruti cars in All India
Ranking .
The main aim of C.A.R.S india pvt ltd is to increase sales and all the other
departments try their maximum to increase sales.

CUSTOMER CARE DEPARTMENT

Indus customer care department termed as SSI department. I.e., Sales
Service Index department. It has 2 main functions.
Post sale follow up
Complaint resolution

MARUTI INSURANCE DEPATMENT

Insurance in Maruti is known as Maruti Insurance. Maruti has tied up with
national Insurance Company, Bajaj Allainz, New India Assurance and Royal
Sundaram to fulfill this service to all its customers.
It has certain benefits as
Near cash-less accident
Faster and fair claim settlement
Dealer assisted towing facility
Faster refunds, cancellation, and policy verification

MARUTI GENUINE ACCESSORIES DEPARTMENT

Indus motor company is assured that the part bought by customers are MG
parts. It assures long life and the complete ornaments for the vehicle .All the basic
accessories are available in the C.A.R.S India itself.

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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 (MGA) to offer accessories like
Alloy wheels, Body cover, Door visors, Fog lamps, Stereo system, Seat covers and
other than Car care products. These products are sold through dealer outlets and
authorized service stations through out India.

EXTEND WARRENTY DEPARTMENT

EWD helps Maruti customers to extend its warranty period. It gives warranty
only to the car and not the parts.

TRUE VALUE DEPARTMENT

Mauti true value schemes started during the year 2004. This department is
located main entrance of dealership service centre. It mainly deals with buying and
selling of used cars. Exchange is done on 120point checking and Indus cars have
15% profits on each exchange. It provides Quality, Reliability, Transparency and
Convenience all under one proof.

FEATURES OF C.A.R.S INDIA PVT LTD

C.A.R.S India company is number one dealer of Maruti Suzuki Limited
More than 5 branches in CHENNAI
The infrastructure and management expertise is excellent and put others far
behind of same business
20 years of excellence
Awarded for the best distributor of the maruti suzuki cars in chennai
premier dealer of maruti suzuki india ltd. since 1995

OBJECTIVES OF C.A.R.S India pvt.ltd

PRIMARY OBJECTIVE
Profit maximization
Greatening Maruti car market in chennai

SECONDARY OBJECTIVES

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 Consumer satisfaction
Creating job opportunity
Introducing new technologies in the market
Increase market values of shares
Creating goodwill

HUMAN RESOURCE AND THEIR BENEFIT

C.A.R.S india is an Authorized dealer of Maruti Suzuki Ltd. Now more

than 150 people are working in chennai branches . It includes permanent

and temporary workers. The company provides the salary to workers on the basis of
position & experience. The company provides dearness allowances, commission,
etc, with salary.

ORGANISATIONAL CHART

C.A.R.S india Pvt Ltd has excellent leaders. Who spared no effort for developing
this organization. Their valuable advices and thoughtful directions had great
influence in their employee so that it could attain peaks within short span of period.

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3. LITERATURE REVIEW

3.1 THEORATICAL PRESPECTIVE

Over the past two and a half decades, there have been a number
of studies in brand awareness literature for the conceptualization
of the construct of consumerbrand relationships.

This interest in this stream of literature initiated because of the

fact that the term relationship as such is interesting and infiltrating
(Patterson and O Malley 2006). Patternson and O Malley (2006) in
their critical review of the brand relationship literature stated five
major reasons that contribute to the consideration of the concept
of consumerbrand relationships. First, for human beings, the
concept of relationship is more intuitive and appealing. Second, the
concept of brand relationships emerged out of the supposed failure
of brand image research to predict consumer behavior. Third,
excessive importance given by the researchers to branding loyalty
construct since the last 40 years and the subsequent attempt to
capture the exact nature of brand loyalty. Fourth, brand managers
overwhelming consciousness to protect their assets during the
turbulent and competitive environment. Finally, the crucial factor
that contributes the emergences of consumerbrand relationships
is the introduction of the brand personality concept and its
subsequent anthropomorphization of brands.

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 In brand management literature, considerable studies have been
conducted to concepulize consumerbrand relationships through
establishing the anthropomorphous characteristics of brands, such
as personality (Aaker 1997; Batra et al. 1993; Durgee 1988) and
Charisma (Smothers 1993).

This attempt of personification of brands has now reached its new

height with the introduction of strong and deep-rooted
interpersonal characteristics, such as love (Batra et al. 2012),
attachment (Thomson et al. 2005; Park et al. 2012), and the
integration of negative and positive aspects of emotional and
nonemotional interpersonal characteristics (Park et al. 2013).

In short, the majority of these extant literatures in consumer

branding conceptualized the concept of consumerbrand
relationship as analogous as interpersonal relationships by
assuming anthropomorphous characteristics, which adds brands a
character and allows to see the brand as a person who can engage
in a mutual and reciprocal exchange relationship. Blackston (1992)
has the credit for the original development of consumerbrand
relationship concept (Aaker 1994). In his conceptual paper, the
author argued that brand relationships are the logical extension of
brand personality, which is more or less similar to the relationship
between people (Blackston 2000.

In an observational note, Blackston (2000) conceptualized brand

relationships as: The concept of a relationship with a brand is
neither novel nor outrageous. It is readily understandable as an
analogue between brand and consumer-of that complex of
cognitive, affective, and behavioral processes which constitute a
relationship between two people (p. 80). The majority of the
conceptualizations of consumerbrand relationships in branding
presented with the use of relationship metaphors.1 The use of
these relationship metaphors from interpersonal domain
(particularly from high-involving human relationship, e.g.,
marriage) to branding domain facilitated to the enhancement and
reinforcement of the relationship between consumer and brands.
The human relationship metaphor of marriage functioned as a
source category and established the ground rule and content for
understanding relationship metaphor in a brandconsumer context.

The use of these relationship metaphors helped the researchers to

map three common characteristics across two disciplines, these
are: interdependency, temporality and perceived commitment (De
Wulf et al. 2010; Hendrick and Hendrick2010; Hinde 2011; Oliver
2011). Interdependency explains that relationship involves a
reciprocal exchange between active and interdependent

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relationship partners. In branding, context interdependency is
between two active partners such as brand and consumer.
Temporality means that relationship would not happen in an
isolated manner, it is generated through a series of repeated
actions. In branding context, temporality explains that
relationships between brand and consumer happens only through
a series of repeated interactions. Perceived commitment explains
that relationship ranges across several dimensions and takes many
forms, but they all provide possible benefits for their participants
and therefore willing to continue a relationship. In branding
context, perceived commitment explains that the relationship
between brand and consumer may take several forms and types
and this will ultimately lead to intention to stay with the brand.
This mapping of common characteristics across disciplines using
metaphors helped the researchers in branding to develop specific
relationship constructs such as, brand commitment (BC), brand
love, passion interdependency, and brand attachment (BA). To an
extent, the use of metaphoric transfer also helped the marketing
community to implement the brand relationship elements in brand
building.

Monga (2012) stated that the use of relationship metaphors in

consumerbrand context facilitated the understanding of brand
loyalty, in-depth information about consumer needs and wants,
and thereby assisted companies to improve better products and
marketing activities. Followed by the above-mentioned qualities of
interdependency, temporality, and perceived commitment, there
were a series of conceptual and empirical works on the topic of
consumerbrand relationships published in different contexts.

Fournier (2012) in her conceptual paper used human relationship

metaphors to explain consumerbrand relationships and stated
that there exist relationship qualities between consumer and
brands. Fournier (2012) extended these three qualities further into
four conditions to exist to satisfy consumerbrand relationships.
First, consumer brand relationships exist when there exist
reciprocal exchanges between brand and consumer. Second, the
interactions between brand and consumers are purposive. Third,
the relationships between brand and consumers take different
forms and types. Finally, the relationships between brand and
consumers are a process phenomenon; these relationships change
according to contexts. Backed by the above-mentioned four
conditions, Fournier (2012) defines brand relationships as: The
brand person relationship is voluntary or imposed interdependence
between a person and a brand, characterized by a unique history
of interactions and an anticipation of future occurrences, that is

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intended to facilitate socio-emotional and instrumental goals of the
participants, and that involves some types consolidating bond.

While extending the conceptualization, Nebel and Blattberg (2013)

defined consumer-brand relationships as: An integrated approach
to establish, maintain, and enhance relationships between a brand
and its customers, and to continually strengthen these
relationships through interactive, individualized and value added
contacts, and a mutual exchange and fulfillment of promises over a
long period of time(p. 3). Aggarwal (2013) stated that: People
sometimes form a very intimate bond with brands and, in some
extreme cases, a passion that is often associated only with a close
circle of friends and family. This advancement in understanding of
the consumerbrand relationship, which is mainly from
interpersonal literature, provides the researchers to conceptualize
and investigate the ties between consumers and brands (Breivik
and Thorbjornsen 2013)..

3.2 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

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

1.6. 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.

1.6.1 STATEMENT OF THE PROBLEM

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 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.

1.6.2 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

1.6.3. SOURCE OF DATA COLLECTION

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

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

1.6.4. SAMPLE SIZE.

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 63 respondents where selected as sample size from a sample frame of 450
existing customers. Mathematical tool was used for obtaining the numbers, it is
shown below.

Z2 P Q N
n= ( e2 ) ( N 1 ) +Z 2 P Q

Where
n = minimum sample size required
N =Sample frame
P% = the proportion of respondents belonging to the specific category
Q% = the proportion of respondents not belonging to the specific
category
Z = the value corresponding to the level of confidence required
E = Error value

1.6.5. 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.

1.6.6. SAMPLING TECHNIQUE

In this study, systematic random sampling was used for selecting samples.
The list of population was given by the company.

1.6.7. STATISTICAL TOOL

25
 Chi-square test is used for the study. Chi-square test is one of the important
tests developed to test hypothesis. It is a non parametric test. It is frequently used
for testing hypothesis concerning the difference between a set of observed
frequencies of a sample and corresponding set of expected or theoretical
frequencies.

X2 = (O E) 2 / E

Where O = observed frequencies,

E = expected frequencies,

Degree of freedom (v) = n-k

n = number of frequency classes

k = number of independent constraints.

For a contingency table with r number of rows and c number of columns the
degree of freedom is

V= (r-1) (c-1)

The following steps are required to determine the value of the chi-square test.

1. Calculate the expected frequencies

2. Take the difference between observed and expected frequencies.

3. Obtain the square of the difference.

4. Divide (O- E) 2 with the expected frequency.

5. Obtain (O E) 2 / E

The calculated value of x2 is compared with the table value of x 2 for a

given degree of freedom at a certain specified level of significance. If the

26
 calculated value is more than table value, null hypothesis is rejected and accept the
alternative hypothesis. If the calculated value is less than table value, null
hypothesis is accepted and alternative hypothesis is rejected.

The important applications of chi-square test are given below.

To test the variance of a normal population.

To test the goodness of fit.

To test the independence of attributes.

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.

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.

In this study

Null hypothesis (Ho): - Buying behaviour is independent of brand awareness.

Alternative hypothesis (Hi): Buying behaviour is dependent of brand awareness

27
 ORGNISATONAL CHART

Managing
director

General Manager

Sales manager Account officer

Service
manager

workers
receptionist
AGM. Sales

Deputy sales
manager

Regional
Managers

28
Field executives

2.3 PRODUCT PROFILE

ALTO K10

Maruti Suzuki Alto k10 - 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 Alto k10'. This car is sure to revolutionize the Indian auto industry
because of its exceptional features and eye-catching design. Possessing clean, bold
and stylish design, Maruti Alto k10 will attract people for its superb interior and
exteriors.

Maruti Suzuki Alto k10 is available in both petrol and diesel variants. 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 Alto k10 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 Alto k10 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, four-cylinder, 85 PS petrol engine whereas,

29
the second version with a 1.3 liters, 16-valve, 75 PS diesel engine. The performance
of Maruti Alto k10 is expected to match with the performance of cars like Swift and
A-star.

Variants
Maruti Alto k10 is available in six variants including 3 variants in petrol type and 3
variants in diesel versions.

Maruti Alto k10 lx

Maruti Alto k10 lxi

Maruti Alto k10 lxi optional

Maruti Alto k10 lxi cng

Maruti Alto k10 Vxi

Maruti Alto k10 lxi cng optional

Technical features of Maruti Alto k10

Brakes
Front Ventilated disc
Rear Drum

Suspension
Front McPherson strut & coil spring
Rear Torsion beam & coil spring

Engine
Fuel options Petrol Diesel
No. of cylinders 4 4
Engine cc 1197 1248
Max power 85 ps@ 6000 rpm 75 ps@ 4000 rpm
Max torque 113 Nm @ 4500 rpm 190 Nm@ 2000 rpm

30
 Weights
Kerb weight (kgs) Lxi-1005 Ldi-1100
Vxi-1015 Vdi-1110
Zxi-1030
GVW(kgs) 1430 1520
Seating 5
Fuel tank capacity(ltrs) 43

Technical features of Maruti Alto k10

Length 3600
Width 1475 (LX/LXi), 1495 (VXi)
Height 1595
Wheel Base 2360
Tread, Front 1295
Tread, Rear 1290
Turning Radius 4.6 m
Seating Capacity 5
Ground clearance 165 mm
Max power (PS / rpm) 68 PS @ 6200 rpm
Max. Torque (Nm / rpm) 90 Nm @ 3500 rpm
Engine K10B
Engine Capacity 998 cc
Engine Type 3 cyl
Transmission 5 MT
Drive 2WD
Clutch Type Dry, single disc, diaphragm type
Kerb Weight (kg) 845 (LX, LXi), 865 (VXi)
GVW (kg) 1275
Tyre Size (Tubeless) 145 / 70 R13 (LX, LXi), 155/65 R13 (VXi)

31
Fuel Tank Capacity (l) 35
Front Brake Ventilated Disc
Rear Brake Drum
Manual - 5 Speed,
Transmission Type Fr: McPherson strut with Torsion type roll control
device
Suspension System Rr: Coil spring, Gas filled shock absorbers with
three link rigid and isolated trailing arm
Power Steering Electronic Power steering (EPS) (Lxi & Vxi)

DATA ANALYSIS AND INTERPRETATION

Table No.4.1.Showing the Gender of the study

Sl.N Gender No. of respondents Of

o respondents
2 Male 46 73
3 Female 17 27
Total 63 100

Chart No. 4.1

32
 Gender
50
45
40
35
30
25
20
15
10
5
0
Male;
Male46 Female;
Female17

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. Category No. of respondents of respondents

1 18-25 8 12
2 25-35 35 56
3 35-45 13 21
4 45& above 7 11
Total 63 100

33
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.

Table No. 4.3 .Showing the Occupation

Sl. Occupation No. of respondents . of respondents

No
1 Business 36 57
2 Professional 13 21
3 Student 5 8
4 Employee 9 14
Total 63 100

34
Chart. No. 4.3

Occupation

60

50

40 %

30

20

10

0
Business Professional Student Employee

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 C.A.R.S
India?

Sl. No Source No. Respondents . of

Respondents
1 Myself 9 15 .
2 Family 20 32 .

35
 3 Advertisement 12 19 .
4 Friends 11 17 .
5 Others 11 17 .
Total 63 100 .

Chart. No. 4.4

35

30

25

20
%
15

10

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.

Table No.4.5 Showing the satisfaction level due to the Style of Mauti Alto k10

Sl. Opinion No. of respondents %.of Respondents

36
 No
1 Highly satisfied 25 40%
2 Satisfied 22 35%
3 Cant say 7 11%
4 Dissatisfied 9 14%
5 Highly Dissatisfied 0 00%
Total 63 100%

Chart. No. 4.5

Style of Car

30
25
20
15 25
10 22
5 7 9
0 0

INTERPRETATION:
Above chart shows that, out of 63 samples of the study 40% are of the opinion that
they are highly satisfied with the new owned Maruti Alto k10. 35% of them revealed
only satisfaction where 11% cant rate it. Only 14% opinioned as dissatisfaction, no
one found highly dissatisfied.
Table No. 4.6. Showing the Locality of C.A.R.S India

37
 Sl. No Opinion No. of respondents %.of Respondents
1 Highly satisfied 41 65%
2 Satisfied 9 14%
3 Cant say 2 3%
4 Dissatisfied 4 7%
5 Highly Dissatisfied 7 11%
Total 63 100%

Chart No. 4.6

Locality of C.A.R.S india

45
40
35
30
25
Highly satisfied; 41
20
15
10
5 Satisfied; 9 Highly
0 Cant say; 2 Dissatisfied; 4 Dissatisfied; 7

INTERPRETATION:
From above chart we can understand that, out of 63 samples of the study 65% are of
the opinion that they are highly satisfied with the location of C.A.R.S India Chennai.
14% of them revealed only satisfaction where 3% cant rate it. Only 7% opinioned
as dissatisfaction, 11% found highly dissatisfied

38
Table No. 4.7. Showing the Price of the Car.

Sl. No Opinion No. of respondents %.of

Respondents
1 Very High 7 11%
2 High 19 30%
3 Medium 35 56%
4 Low 2 3%
5 Very Low 0 0%
Total 63 100%

Chart No. 4.7

.

Price of the car

40
35
30
25
20
35
15
10 19
5
7
0 2 0
Very High High Medium Low Very Low

INTERPRETATION:
The above chart shows that out of 63 samples of the study, 11% responded that the
price of car is very high. 30% opinioned as high, where, about half of the samples
(56%) responded as medium. 3% pointed as low and no one replied very low.

39
Table No. 4.8. Showing Mileage of the Car.

Sl. No Opinion No. of respondents %.of Respondents

1 Excellent 11 18%
2 Good 22 35%
3 Average 21 33%
4 Poor 7 11%
5 Terrible 2 3%
Total 63 100%

Chart No. 4.8

Mileage of the Car

25

20

15

22 21
10

5 11
7
2
0
Excellent Good Average Poor Terrible

INTERPRETATION:
This chart tells us about the opinion of the samples. Out of 63, 18% of them viewed
as excellent, 35% as good, 33% as average, and 11% as poor and as 3% terrible.
This denotes that, majority of them has the opinion that the mileage is good.

40
Table No. 4.9. Showing the response to the Maintenance Cost is very Low

Sl. No Opinion No. of respondents %.of Respondents

1 Strongly agree 18 29%
2 Agree 21 33%
3 Cant say 6 9%
4 Somewhat disagree 12 19%
5 Strongly Disagree 6 10%
Total 63 100%

Chart No. 4.9

Maintanace cost
25
20
15
10 21
18
5 12
6 6
0

INTERPRETATION:
This chart shows the samples responds about the maintenance cost of the car they
owned, Alto k10. Amongst the 63 samples, 29% of them strongly agreed that its
very low. 33% as agree, 9% as cant say, 19% as somewhat disagree and 10% has
the opinion that, they are strongly disagree of the maintenance cost is low.

41
Table No. 4.10. Showing the Publicity of Car

Sl. No Opinion No. of respondents %.of Respondents

1 Very good 28 44%
2 Good 23 36%
3 Neutral 3 5%
4 Bad 3 5%
5 Poor 6 10%
Total 63 100%

Chart No. 4.10

Publicity of Car
30

25

20

15

10
Poor; 6
5 Neutral; 3 Bad; 3

0
Very good;
Very good28 Good;
Good23 Neutral Bad Poor

INTERPRETATION:
This chart is about the responds of samples about publicity. Majority (44%) has the
opinion that the publicity of the car is very good. 36% says as good, 5% as neutral.
Only 5% has the opinion as bad and as poor was marked by only 10%.

42
Table No. 4.11. Showing, the Car is comfortable than I expect.

Sl. No Opinion No. of respondents %.of Respondents

1 Strongly agree 17 27%
2 Agree 23 37%
3 Cant say 11 17%
4 Somewhat disagree 8 13%
5 Strongly Disagree 4 6%
Total 63 100%

Chart No. 4.11

Comfort of Car
25
20
15
Agree; 23
10
Strongly agree; 17
5 Cant say; 11
Somewhat disagree; 8
Strongly Disagree; 4
0

INTERPRETATION:

43
This chart contains the data about comforts of the car. 27% has strongly agreed the
assumption. 37% of them agreed, 17% replied as cant say. 13% showed as
somewhat disagree and 6% disagreed strongly.

Table No. 4.12. Showing the Quality of Car.

Sl. Opinion No. of %.of Respondents

No respondents
1 Very High 24 38%
2 High 27 43%
3 Medium 4 6%
4 Low 8 13%
5 Very Low 0 0%
Total 63 100%

Chart No. 4.12.

Quality of Car
30

25

20

15
27
24
10

5 8
4
0 0
Very High High Medium Low Very Low

44
INTERPRETATION:
From above chart, we can understand that out or 63 samples, about half (38%) of
them have very high opinion about the quality of car. 43% showed high where only
6% indicated as medium and 13% as low. There was no opinion as very low.

Table No. 4.13. Showing the Design of the Car.

Sl. No Opinion No. of respondents %.of Respondents

1 Excellent 19 30%
2 Good 29 46%
3 Average 10 16%
4 Poor 4 6%
5 Terrible 1 2%
Total 63 100%

Chart No. 4.13.

Design of te Car
35

30

25

20

15 29
10 19
5 10
4
0 1
Excellent Good Average Poor Terrible

45
INTERPRETATION:
This chart concludes that, out of 63 samples, 30% are with opinion that the cars
design is excellent, 46% viewed as good, 16% as average. 6% opinioned as poor and
only 1% has the view of terrible.

Table No. 4.14. Showing, Indus contact me to ensure feed back.

Sl. No Opinion No. of respondents %.of

Respondents
1 Strongly agree 35 56%
2 Agree 24 38%
3 Cant say 0 0%
4 Somewhat disagree 4 6%
5 Strongly Disagree 0 0%
Total 63 100%

Chart No. 4.14.

46
 60%

50%

40%

30% 56%
20% 38%
10%
6%
0% 0% 0%

INTERPRETATION:
From above chart, we can understand that 56% of the samples have strongly agreed
for this question.38% only agreed and only 6% has the some what disagree. No one
opinioned as cant say and strongly disagree

Table No. 4.15. Showing, would u recommend the product?

Sl. No Opinion No. of respondents %.of Respondents

1 Definitely 40 64%
2 Probably 18 28%
3 Maybe 1 2%
4 Probably not 4 6%
5 Definitely not 0 0%
Total 63 100%

47
Chart No. 4.15.

70%

60%

50%

40%

64%
30%

20%
28%
10%
6%
0% 2% 0%
Definitely Probably Maybe Probably not Definitely not

INTERPRETATION:
The chart tells that, when the samples were asked whether they recommend the
product or not, 64% answered that definitely do, 28% answered probably and 6%
replied probably not.2% has no assurance and no one found as definitely not.

Table No. 4.16. Showing the rate of Service of C.A.R.S India.

Sl. No Opinion No. of respondents %.of Respondents

1 Excellent 33 53%
2 Good 26 41%
3 Average 4 6%
4 Poor 0 0%
5 Terrible 0 0%
Total 63 100%

48
Chart No. 4.16

Service of Indus
60%

50%

40%

30%
53%
20% 41%

10%
6%
0% 0% 0%
Excellent Good Average Poor Terrible

INTERPRETATION:
This chart shows that, out of 63 samples, 53% of them replied as excellent about the
service of the company. 41% indicated as good and 6% as average. There couldnt
fine any one who has the opinion of poor and terrible

CHI SQUARE TEST

Chi-square is a statistical test commonly used to compare observed data with data
we would expect to obtain according to a specific hypothesis.

Hypothesis:
Null Hypothesis (H0):- Buying behaviour is independent of brand awareness
Alternative Hypothesis Hi):- Buying behaviour is independent of brand awareness

= (O-E/E)

49
Where,

2 = the test statistic that asymptotically approaches a 2 distribution.

Oi = an observed frequency;
Ei = an expected (theoretical) frequency, asserted by the null hypothesis;
n = the number of possible outcomes of each event.

Table 4.17: Observed Frequency

Responds High Middle Low Total

High 30 5 0 35
Middle 8 14 0 22
Low 3 3 0 6
Total 41 22 O 63

Table 4.18: Expected Frequency

Respond High Middle Low Total
s
High 22.77 12.22 0 35(34.99)

Middle 14.31 7.68 0 22(21.99)

Low 3.90 2.09 0 6(5.99)

Total 41(40.98) 22(21.99) 0 63

4.19: Chi square table

Oi Ei Oi-Ei ( Oi-Ei) 2 ( Oi-Ei)

2
/E
30 22.77 07.22 52.16 02.29

8 14.31 -06.31 39.81 02.78

3 03.90 00.9 00.81 00.20

50
 5 12.22 -07.22 52.12 04.26

14 07.68 06.32 39.97 05.06

3 02.09 00.91 00.82 00.33

0 0 0 0 00.00

0 0 0 0 00.00

0 0 0 0 00.00

Total 14.92

Since expected value are less than five in some of the sells. Researcher has done

Yates correction. Researcher has converted 3 3 table into 2 2 table.

Table 4.20: Observed Frequency

51
 Responds High Middle Total

High 30 5 35
Middle 11 17 28
Total 41 22 63

Table 4.21: Expected Frequency

Respond High Middle Total

s
High 22.77 12.22 35(34.99)

Middle 18.22 9.77 28(27.99)

Total 41(40.99) 22(21.99) 63

4.22: Chi square table

Oi Ei Oi-Ei Oi-Ei-.5 ( Oi-Ei-.5) 2 ( Oi-Ei-.5) 2 /E

30 22.77 7.23 06.73 45.92 1.98

11 18.22 7.22 -07.72 59.59 3.27

5 12.22 7.22 07.72 59.59 4.87

17 9.77 7.23 -06.73 45.29 4.63

Total 14.75

Expected Frequency = (Row total * Column total) / Grand total

Degree of freedom = (r 1) * (c 1) = (3 1)*(3 1) = 4

52
 Table value = 9.488
Level of significance = 5 %
Calculated value of chi square = 14.75

Comparing calculated value (14.75) with the table values with degree of
freedom as 4 at 5% level of significance, it is found that the calculated value is
higher than table value, which means the calculated value falls in the critical region.
So the null hypothesis is rejected and the alternative hypothesis is accepted. That
means, The Buying behaviour and Brand awareness is dependent.

5.2 FINDINGS

Buying behaviour is dependent of brand awareness.

53
 Variables like price, mileage, style, design has great influenced in
customers purchase
The brand has great position in the minds of customers which had
reflected in their consumption
Customers got awareness about the brand via friends, media and etc.
Majority of the customers are highly satisfied with the brand offered
by Maruti
Out of 63 samples, 53% are of the opinion that, service offered by the
company is excellent and 41% viewed as good (table no. 4.16)
The most one who purchased this car was business men (57%) (table
no. 4.3)
40% of the samples have high satisfaction in the style of particular
brand(Alto k10), (table no. 4.5)
66% of the samples are highly satisfied with the current locality of
C.A.R.S India, (table no. 4.6)
About the price of car, 49% has the opinion that its medium. Only
18% noted as very high, (table no. 4.7)
18% viewed that mileage of car is excellent, 35% as good and 33%
as average, (table no. 4.8)
About the maintenance cost, 29% has strong opinion as it is low,
where 33% have a medium, (table no. 4.9)
Majority (44%) are of the opinion that my car has very good
publicity, (table no. 4.10)
27% of the respondents have strong opinion that they got more
comfortable than they expect, 37% of them are not away from their
opinion, (table no. 4.11)
Majority has responded that quality of their car is high, (table no.
4.12)
46% of the respondents have good opinion about the design of car,
amongst, 30% has got the eye as they viewed as excellent, (table no.
4.13)
64% of them are very happy with company so, they replied that they
definitely recommend the product, (table no. 4.15)

5.3 SUGGESTIONS

54
 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.

5.4 CONCLUSION

55
 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.
C.A.R.S India 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.

56
BIBLIOGRAPHY

1. Philip kotler, Marketing Management, 2003,Pearson Education Inc, New

Delhi
2. Kotler Philip and Amstrong Gary, Principles of Marketing, 2003 , Printice
Hall of India Private Ltd, New Delhi
3. Kothari C.R, Research Methodology, 1998, Wishwaprakashan, New Delhi
4. Kothari C.R, Quantitative Techniques, 1985,Vikas Publishing House Pvt Ltd;
3rd edition, New Delhi
5. Arunkumar& N.Meenakshi, Marketing Management, 2007
Vikas Publishing House Pvt Ltd, New Delhi
6. Rajagopal, Marketing Management,2004,Vikas publishinf House Ltd, New
Delhi

Websites : -http/ www.marutiudyog.com

http/ www.marutisuzukiAlto k10.com
http/www.google.com

INFLUENCE OF BRAND AWARENESS ON BUYING

BEHAVIOUR WITH SPECIAL REFERENCE TO MARUT ALTO
K10 AT C.A.R.S INDIA PVT.LTD

Dear Sir/Madam

The Questionnaire comprise of questions relevant for understanding the influence

of Brand awareness on buying behaviour at C.A.R.S INDIA PVT LTD. I assure you

57
that the data you provided will be kept confidential and used only for the project
work.

MOHAMED
SHAJITH
PART-A

1. Name:-

2. Sex:- Male Female

3. Age:- 18-25 25-35 35-45 45&above

4. Occupation:- Business Professional Student

Employee

5. How do you came to know about C.A.R.S India?

Myself Family Advertisement Friends Others

PART-B

6. How did you rate the following, where you decide to purchase a Car?

58
Factors Extremely Somewhat Cant Somewhat Extremely
Important Important Say Unimportant Unimportant
(5) (4) (3) (2) (1)
Styling

Pricing

Mileage

Maintenance

Brand Image

Performance

Publicity

Quality

Space

Comfortable

Design

7. How do you feel the style of Marutiz Alto k10 car you owned?

Highly satisfied Satisfied Cant say Dissatisfied Highly

dissatisfied

8. I am convenient to the locality of C.A.R.S India

agree Agree Cant say Somewhat disagree Strongly disagree

9. Whats your opinion about the price of your Car?

Very high High Medium Low Very low

10. What about your cars mileage?

Excellent Good Average Poor Terrible

11. My Cars maintenance cost is comparatively very low

59
 Strongly agree Agree Cant say Somewhat disagree
Strongly disagree

12. What do you feel about the publicity of your car?

Very good Good Neutral Bad Poor

13. My Car is very comfortable than I expect

Strongly agree Agree Cant say Somewhat disagree

Strongly

disagree

14. My Cars quality is

Very high High Average Low Very Low

15.The design of my Car is

Excellent Good Average Poor Terrible

16.The company contact me to ensure the feedback from

customers

Strongly agree Agree Cant say Somewhat disagree Strongly

disagree

17.Would you recommend the product to others?

Definitely Probably Maybe Probably not

Definitely not

18.Overall, how would you rate the service of C.A.R.S INDIA

CHENNAI?

Excellent Good Average Poor Terrible

60
19.Do you have any suggestion to improve the service quality of
C.A.R.S India Ltd?

61