“A STUDY ON BUYING BEHAVIOR OF CUSTOMER WHILE PURCHASING FOUR WHEELER OF MARUTI INDIA LTD.”

7/29/2019 A STUDY ON BUYING BEHAVIOR OF CUSTOMER WHILE PURCHASING FOUR WHEELER OF MARUTI INDIA LTD.

1/57

DECLARATION

I, MAKRUBIYA VIJAY B, here by declare that the project report

entitled A STUDY ON BUYING BEHAVIOR OF CUSTOMER

WHILE PURCHASING FOUR WHEELER OF MARUTI INDIA LTD

ON BEHALF OF KATARIA AUTOMOBILES LTD IN SURAT

CITY. under the guidance of Prof. MAHESH TRIVEDI submitted in

partial fulfillment of the requirements for the award of the degree of

Bachelor of Business Administration to Veer Narmad South Gujarat

University, Surat is my original work research study carried out during

1st February, 2006 to 31st March, 2006 and not submitted for the award of

any other degree /diploma/fellowship or other similar titles or prizes to any

other institution or organization or university by any other person.

Place: Signature:

Date: / /

Makrubiya Vijay B.

Roll No.- 54

March, 2006

PROF. V.B. SHAH INSTITUTE OF MANAGEMENT

& R.V. PATEL COLLEGE OF COMMERCE, AMROLI

1


2/57

CERTIFICATE OF THE FACULTY GUIDE

This is to certify that the project report entitles A Study on

buying behavior of customer while purchasing four wheeler of Maruti

India Ltd on behalf of Kataria Automobiles Ltd in surat city. submitted

in partial fulfillment of the requirements for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION to VEER NARMAD

SOUTH GUJARAT UNIVERSITY, SURAT is a record of bonafide

research work carried out by Makrubiya Vijay B. under my supervision

and guidance.

Signature: Signature:

Prof. Mahesh Trivedi Co-ordinator


& R.V. PATEL COLLEGE OF COMMERCE, AMROLI

2


3/57

ACKNOWLEDGEMENTI 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. SEHANAJ SEIKH 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. Mahesh Trivedi 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, Mr. Ankur and also Marketing Manager Mr. Amol

Vasavada 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,

Makrubiya Vijay B.

T.Y.B.B.A (SemVI)

3


4/57

(Roll No: 54)

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 baby. 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 charts. For the preparation of this report. I have used

stratified random sampling method for our survey. I have taken guidelinesfrom sales department of Kataria Automobiles Ltd. By MR. Amol

Vasavada. This training proved to be an experience, which is required to

become a true student of management and administration.

4


5/57

ASTUDY

ON

A STUDY ON BUYING BEHAVIOR OF CUSTOMER WHILE

PURCHASING FOUR WHEELER OF MARUTI INDIA LTD.

(On behalf of Kataria Automobiles Ltd in Surat city)

A Project Report submitted in partial fulfillment of the requirements

For the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

TO

Submitted By:

MAKRUBIYA VIJAY B.

T.Y.B.B.A (Sem VI) Roll No. 54

Under the guidance of

PROF. MAHESH TRIEDI

MR. Amol Vasavada

VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT

5


6/57

Submitted To:

THE CO ORDINATOR


& R.V. PATEL COLLEGE OF COMMERCE

AMROLI (SURAT)

March 2006

1.1 BIRTHOFTHE 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.

6


7/57

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 two-cylinder

gasoline engine. The Ford Motor Company was launched in 1903 and in

7


8/57

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 BEGINNING 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.

8


9/57

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.

9


10/57

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 inthe 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.

10


11/57

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.

11


12/57

1.4 HISTORYOF MARUTI SUZUKI COMPANY :

Maruti Udyog 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.

12


13/57

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

13


14/57

is also the only car company in the world to be Top ranked four times in a

row (2000, 2001, 2002 & 2003).

1.5 COMPANY PROFILE

Board of Directors

Name Designation

Mr. Manvinder Singh Banga Director

Mr. Kumar Mangalam Birla Director

Mr. Kinji Saito Director Mr. R.C. Bhargava Director

Mr. Shinichi Takeuchi Joint Managing Director

Mr. Amal Ganguli Director

Ms. Pallavi Shroff Director

Mr. Shinzo Nakanishi Chairman / Chair Person

Mr. S.V. Bhave Director

Mr. Jagdish Khattar Managing Director

Mr. O Suzuki Director

Mr. Hirofumi Nagao Joint Managing Director Key Executives

Name Designation

Mr. S.Ravi Aiyar Company Secretary & Chief

Legal Officer

14


15/57

1.6 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 ourbusiness 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.

CITY NUMBER OF

SHOWROOMS

NUMBER OF

OUTLATES

NUMBER OF

WORKSHOPS

Ahemdabad 3 4 3

Surat 3 - 3

Bardoli 1 - -

Navasari 1 - 1

15


16/57

Palanpur 1 - -

Anand 1 - 1

Vapi 1 - 1

Mahesana 1 - -

Valsad 1 - 1Nadiad 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 2 Maruti Showroom. Two full-

fledged workshop at Surat One at Varachha and another at parlepoint

and shortly we are opening third 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 Designation

Mr. Rajendra Kumar Kataria Director

Mr. Rohan Kumar Kataria Director

16


17/57

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."

17


18/57

MODEL OF BUYING BEHAVIOR

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.

18

Marketing

stimuli

Other stimuli

Product

Price

Place

Promotion

Economic

Technological

Political

Cultural

Buyers

Characteristic

Buyers

Decision process

Cultural

Social

PersonalPsychological

Problem

Recognition

Information searchEvaluation of

alternatives

Purchase decision

Buyers

decision

Product ch

Brand cho

Dealer ch

PurchaseTiming

Purchase


19/57

2.2 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 behaviorsthrough 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 sub-cultures 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

19


20/57

individual to know behave lifestyle and ours. They also influence

the persons attitude. There self- concept and they create peoples.

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 directinfluence 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

20


21/57

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

21


22/57

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.

2.3 MODEL OF CONSUMER BUYING PROCESS

22

Reorganization of

unsatisfied need

Identification OfAlternatives

Evaluation Of

Alternatives

Purchase Decision

Post Purchase Behavior


23/57

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

23


24/57

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.

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 forhim 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.

24


25/57

3.2 OBJECTIVE OF STUDY

The main objective of this study is to study the consumer

buying behavior regarding cars.

To know which criteria consumer take in to consideration

while purchasing cars.

To know which type of payment they prefer while

purchasing car. Consumer attitude towards the maruti car

Assessing the main criteria to make maruti cars more

marketable.

25


26/57

3.3 IMPORTANCE OF STUDY

This project report and survey is quite necessary as well as

important in the current market situation, many multi national companies

come into the market with wide range of models in cars, it is quit difficult

for any company to hold the market share, so this study helps to know the

cars.

Nowadays, new technology comes out frequently in

automobiles, so it is very difficult for the car markers to make a genuineproduct. So this study also emphasize that how far the new technology is

accepted by the consumers, so that company can prepare a genuine product

considering the prospective buyers, all over.

26


27/57

3.4 LIMITATION OF STUDY

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

Some respondent may not give proper response

than it is totally useless.

The limit for the project is only 2 months.

The study is not cover whole population it is

limited only for east zone of surat city.

27


28/57

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

28


29/57

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 method for collecting information:

29


30/57

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.

30


31/57

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: -

31


32/57

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

PRIMARY DATA

The data, which are collected first time either by the researcher

or by someone else especially for the purpose of study, are known as

primary data. For example, the demographic statistics collected every ten

years are the primary data with the registrar general of data.

Questionnaire:

It is a list of questions framed so as to get more information at a

time. It is just like a personal interview so mostly collected data are fact. I

think questionnaire is the best media for collect effective information.

32


33/57

This method suggests that data are collected through personal

interview. If the researcher is a keen observer, with honesty he accurately.

While the observation method may be suitable in case of some studies.

Several things of interest such as attitudes, opinions, motivations and other

intangible states of mind cannot be observed. Another aspect of this method

is that it is non reactive as data are collected unobtrusively without the direct

participation of the respondent. This is a major advantage as the behavior

can be recorded without relying on reports from the respondents.

SECONDARY DATA

Any data that have been gathered earlier for some other

purpose are known as secondary data in the hands of the marketing

researcher. In compare those data that are collected at first hand either by

the researcher or by someone else especially for the purpose of study are

known as primary data. Thus, primary data collected by one person may

become the secondary data. For example, the demographic statistics

collected every ten years are the primary data with the registrar general of

India, but the same statistics used by anyone else would be secondary data

with that individual. There are certain distinct advantages, as also the

limitation, of using secondary data.

As a researcher, one should be fully aware of both the

advantages & limitations.

33


34/57

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 east zone of surat city.

SAMPLING SIZE

Sample size can be defined on the basic of protesting of many samples after

pre testing of many persons. I have got 80% favorable case and 20% as

unfavorable case and the confident level of 5% (Z==1.96)

N = p*q (z/e)2

Where,

N = sample size,

34


35/57

P = Probability of favorable customers.

Q = Probability of unfavorable customers.

Z = confident level,

E = Error

so,P = 0.80, Q = 0.20, Z = 1.96, E = 0.05

n = pq (Z/E)2

= 0.80 X 0.20 (1.96/0.05)2

= 0.16 (39.2)2

= 200 (randomly)

SAMPLE PROCEDURE:

Method for choosing the representative respondents call for inthis stage, i.e., how should the respondents be chosen? The sampling

procedure indicates how the sample units (200) are to be selected. I have

used Simple Random Sampling Method for surveying.

OCCUPATION WISE ANALYSIS

Occupation Respondent Percentage

Government 12 6%Service 44 22%

Shop keeper 103 51.5%

Business 41 20.5%

Total 200 100%

35


36/57

OCCUPATION WISE ANALYSIS

6%

22%

51.50%

20.50%

0

20

40

60

80

100

120

Government Service Shop keeper Business

OCCUPATION

NO.OFRESPONDENT

COMMENT: -

The above chart indicates that the 6% Government worker, 22%

respondents are servicepersons, 51.5% respondents occupation is private

shop, 20.5% is related business

INCOME WISE ANALYSIS

Income No. of respondent Percentages

1,00,000 97 48.5%

2,00,000 49 24.5%

3,00,000 24 12%

4,00,000 18 9%

More than 4 lac 12 6%Total 200 100%

36


37/57

INCOME WISE ANALYSIS

48.50%

24.50%

12% 9%6%

0

20

40

60

80

100

120

1,00,000 2,00,000 3,00,000 4,00,000 More than 4 lac

INCOME

NO.OF

RESPONDEN

COMMENTS: -

The above chart indicate that 48.5%, respondent annual income of 1

lacs, 24.5% of 2 lacs, 12% of 3 lacs, 9% of 4 lacs, 6% of more 4 lacs.

MEMBER IN RESPONDENTS FAMILY

37


38/57

MEMBERS IN RESPONDENT FAMILY

13%

15%

21%

51%

7Mor

COMMENTS: -

Member in family Respondent Percentages

2 25 12.5%

3 30 15%

4 42 21%

More than 4 103 51.5%

Total 250 100%

38


39/57

The above graph says that the family member having the more than 4

members shows more interest in purchasing the car.

VEHICLE OWNER WISE ANALYSIS

64%

6%

23%

7%

0

20

40

60

80100

120

140

NO.OFVEHICLE

Two wheelers Four wheelers Both None

VEHICLES

VEHICLE OWNER WISE ANALYSIS

COMMENTS: -

Above chart show that 64% of total respondent have two-wheeler, 6%

have four-wheeler, 23% have both and 7% have not any vehicle.

Vehicles Respondent Percentages

Two wheelers 128 64%

Four wheelers 12 6%

Both 46 23%

None 14 7%

Total 200 100%

39


40/57

FROM WHERE RESPONDENT PURCHASED THIS

CAR?

86.50%

0%13.50%

0

20406080

100120140160180

NO.OF

RESPONDEN

Dealer Broker Financer

FROM WHERE PURCHASED

FROM WHERE PURCHASED THIS CAR?

COMMENT: -

The above graphs show that 86.5% of car purchase from dealer, 0%

from broker, 13.5% form financer.

DEALER WISE ANALYSIS

From where purchase Respondent Percentage

Dealer 173 86.5%

Broker 0 0%

Financer 27 13.5%

Total 200 100%

40


41/57

DEALER WISE ANALYSIS

Katariya

44%

Kiran

16%

Dhruv

21%

Shivani

19%

COMMENT : -

Dealer Respondent Percentage

Katariya 76 43.93%

Kiran 28 16.18%

Dhruv 36 20.80%

Shivani 33 19.07%

Total 173 100%

41


42/57

The above graph show that 43.93% have purchased car from Kataria

automobiles ltd, 16.18% from Kiran motors, 20.80% from Dhurv, 19.07%

from Shivani.

THE PERSON KNOW ABOUT THE KATARIA

PERSON KNOWN ABOUT KATARIA

AUTOMOBILES OR NOT?

YES

81%

NO

19%

COMMENTS:-

PERSON KNOWN ABOUT

KATARIA

AUTOMOBILES OR

NOT?

No. Of

Respondent

PERCENTAGE

YES 162 81%

NO 38 19%

TOTAL 200 100%

42


43/57

The above graph indicates that 81% know about Kataria, 19% are not

known about Kataria.

SOURCES OF ADVERTISEMENT

SOURCES OF ADVERTIESMENT

29%

45%

8%

11%

7%

e u

Ne

M

3 Fr iends & R

COMMENT:

The above chart indicate that 28.5% of respondent knows about

kataria from banner, 46% from news paper, 6.5% from others, 11% from

friends & relatives, and 8% known from magazine.

Sources Respondent Percentages

Banner 57 28.5%

Newspaper 92 46%

Magazine 16 8%

Friends & Relatives 22 11%

Others 13 6.5%

Total 200 100%

43


44/57

FROM WHICH COMPANY YOU LIKE TO BUY CAR

FIRST?

COMPANY /

RA

NK

1 2 3 4 5 6 To

Maruti Suzuki 57 42 38 27 23 13 200

Skoda 49 35 24 40 30 22 200

Ford 60 50 45 15 19 11 200

Hyundai 42 38 57 13 23 27 200

Mitsubisi 13 23 42 38 57 27 200

G. M. 53 40 35 49 14 9 200

Total 274 228 241 182 166 109 120

FROM WHERE YOU LIKE TO BUY?

0

10

2030

40

50

60

70

1 2 3 4 5 6

RANK

RESP

ONDEN

Maruti Suzuki

Skoda

Ford

HyundaiMitsubisi

G. M.

COMMENT:

From the analysis of above graph we can say that more respondent

give 1st rank to ford and 2nd is Maruti Suzuki.

REASON FOR FIRST PREFRENCE TO MARUTI

SUZUKIS PRODUCT

44


45/57

SERVICES /

RA

NK

1 2 3 4 5 6 Tota

Less costly 53 38 35 49 14 11 200Comfortable 43 43 37 42 26 9 200

Status 57 13 23 27 42 38 200

Small parking 42 57 38 27 23 13 200

Fuel efficiency 28 38 57 24 12 41 200

Law maintenance 61 33 53 12 36 5 200

Services 43 37 26 9 43 42 200

Total 327 259 269 190 196 159 1400

REASON FOR FIRST PREFERENCE TO MARUTI

0 20 40 60 80

1

2

3

4

5

6

RESPONDENT

RANK

Law maintenance

Fuel efficiency

Small parking

Status

Comfortable

Less costly

COMMENT: From the above graph we analyze that respondents 1st

want law maintenance.

FIRST PREFERENCE CAR IN MARUTI SUZUKI

45


46/57

FIRST PREFERENCE CAR IN MARUTI SUZULKI

11%

17%

4%

19.50%13.50%

19%

16%

0 10 20 30 40 50

ZEN

Wagon R

ALTOOmni Van

Baleno

Swift

Maruti 800

CA

RS

RESPONDENT

COMMENTS: -

It indicates that 16% respondent want to prefer Zen, 19% want to

prefer Wagon-R, 13.5% want to prefer Alto, 19.5% want to prefer Omni

Van, 4% want to prefer Baleno, 17% like to buy Swift, & 11% like to buy

Maruti - 800.

Car preference Respondent Percentages

ZEN 32 16%

Wagon R 38 19%ALTO 27 13.5%

Omni Van 39 19.5%

Baleno 8 4%

Swift 34 17%

Maruti 800 22 11%

Total 200 100%

46


47/57

MODE OF PAYMENT

MODE OF PAYMENT

21%

79%

#

COMMENTS: -

The above chart indicates that the 79% want to purchase car through

loan, and 21% want to purchase a car through cash.

Mode of payment Respondent Percentages

Cash 42 21%

Loan 158 79%

Total 200 100%

47


48/57

DO YOU WANT FINANCIAL ASSISTANT FROM

DEALER?

DO YOU WANT FINANCIAL ASSISTANT FROMDEALER?

30.50%

69.50%

0 50 100 150

YES

NO

RESPONSE

NO. OF RESPONDENT

COMMENTS:-

The above graph indicates that 69.5% wants financial assistant from

dealer and 30.5% does not required it.

WHOM DO YOU CONSULT BEFORE PURCHASING

CAR?

DO YOU WANT FINANCIALASSISTANT FROM

DEALER?

No. OfRespond

ent

PERCENTAGE

YES 139 69.5%

NO 61 30.5%

TOTAL 200 100%

48


49/57

79.50%

9%0%

4% 7.50%

0

20

40

60

80

100

120

140

160

RESPONDENT

Family Friend Boss Nobody Others

WHOME TO CONSULT

WHOME DO YOU CONSULT BEFORE BUYING CAR?

COMMENTS: -

The above chart show that 79.5% consult his family, 9% consult to

his friends, 4% consult his nobody, 7.5% others and 0% boss.

Whom to consult Respondent Percentages

Family 159 79.5%

Friend 18 9%

Boss 0 0%

Nobody 8 4%

Others 15 7.5%

Total 200 100%

49


50/57

WHEN DO YOU LIKE TO BUY A CAR?

When you like to buy car?

27.50%

40.50%

32%

0

10

20

30

40

50

60

70

80

90

On Social occation On special event of you

life

Any time

DIFFERENT EVENT OF LIFE

RE

SPONDENT

Comment :

The above chart indicate that 32% respondent like to buy on social

occasion, 40.5% respondent like to buy on special event of their life &

27.5% are ready to buy any time.

When you like to buy

car?

Respondent Percentage

On Social occasion 64 32%

On special event of you

life

81 40.5%

Any time 55 27.5%

Total 200 100%

50


51/57

OCCUPATION Vs PREFERENCE OF CAR

Occupation ZEN

Wagon-

R ALTO

Omani

Van

Baleno Swift Maruti

- 800 T

Govt. 4 0 2 0 0 0 6

Service 0 18 10 0 1 10 5

Shop 27 13 10 20 4 18 11

Business 1 7 5 19 3 6 0

Total 32 38 27 39 8 34 22

OCCUPATIOIN V/S CAR PREFERENCE

0

5

10

15

20

25

30

ZEN Wagon-R

ALTO OmaniVan

Baleno Swift Maruti -800

CAR

OCCUPATION

Govt.

Service

Shop

Business

COMMENTS: -

Above chart shows that compact car mostly prefer by shop keeper &

most of government persons are not preferring car.

51


52/57

OCCUPATION Vs OWNERS VEHICLES

Occupation

Two

Wheeles

Four

Wheelers Both

Non

Total

Govt. 5 3 4 0 12Service 30 3 7 4 44

Shop 70 0 23 10 103

Business 23 6 10 0 41

Total 128 12 46 14 200

OCCUPATION V/S OWNER'S OF VEHICLES

0 20 40 60 80

Two Wheeles

Four Wheelers

Both

Non

OWNER'SOFVEHICLES

OCCUPATION

Business

Shop

Service

Govt.

COMMENTS: -

From the chart I found that most of shopkeeper & service person

having two wheelers.

MODE OF PAYMENT V/S DIFFERENT EVENT

52


53/57

MODE OF PAYMENT V/S DIFFERENT EVENT

010

2030

4050

60

70

80

On Social occation On special event

of you life

Any time

DIFFERENT EVENT

MODE

OFPAYMENT

Cash

Loan

COMMENTS: -

From the research I found that firstly respondent like to buy car on

special event of their life on loan & at the time of purchasing on cash

respondent will purchase any time.

HYPOTHESIS TESTING

EVENT / MODE OF

PAYMENT

Cash Loan Total

On Social occupation 4 60 64

On special event of you life 6 75 81

Any time 32 23 55

Total 42 158 200

53


54/57

I have taken 20 sample before survey for pilot study in which

16 respondents are satisfied with Kataria Automobiles Ltd, a and 4

respondents are not satisfied with Kataria Automobiles Ltd.

P = 0.80

Q = 0.20

I have taken 200-sample size for survey; I have found 200

respondents are interested to buy a car.

n = 200

p = x/n

= 200/200

= 1

statement for Hypothesis testing

Ho: p = 0.80 The Consumers who are favorable.H1: p = 0.20 The Consumers who are not favorable.

Z cal. = | p-P |

PQ/n

= |1 0.80 |

0.80x0.20/250

= 0.20

0.025= 8

Z cal.= 8

Z cal.> 1.56 so, we reject null hypothesis

FINDINGS

54


55/57

According to survey, I found that the 6% Government worker, 22%

respondents are service persons, 51.5% respondents occupation is

private shop, and 20.5% is related business.

It indicates that 16% respondent want to prefer Zen, 19% want to

prefer Wagon-R, 13.5% want to prefer Alto, 19.5% want to prefer

Omni Van, 4% want to prefer Baleno, 17% like to buy Swift, & 11%

like to buy Maruti - 800.

The above chart indicate that 28.5% of respondent knows about

kataria from banner, 46% from news paper, 6.5% from others, 11%

from friends & relatives, and 8% known from magazine.

The above graph show that 43.93% have purchased car from kataria

automobiles ltd, 16.18% from kiran motors, 20.80% from Dhurv,

19.07% from shivani.

According to survey, I found that family member having the more

than 4 members shows more interest in purchasing the car

According to survey, I found that 81% know about Kataria, 19% arenot know about Kataria.

According to survey, I found that 79% want to purchase car through

loan, and 21% want to purchase a car through cash.

SUGGESTIONS

55


56/57

The study is not complete without suggestions. 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. Acording to my view, Kataria Automobiles should be give more

advertisement in local news paper like a Gujarat samachar and

sandesh, then magazine because majority person read local newspaper

then magazine.

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 our strategy..

BIBLIOGRAPHY

56


57/57

Reference Book Author Publication

Marketing research G C Beri Tata McGraw hill

Marketing management Philip kotler Person Education

Annual reportwww.marutiudhyog.com
http://www.marutiudhyog.com/http://www.marutiudhyog.com/

“A STUDY ON BUYING BEHAVIOR OF CUSTOMER WHILE PURCHASING FOUR WHEELER OF MARUTI INDIA LTD.”

Documents

Transcript of “A STUDY ON BUYING BEHAVIOR OF CUSTOMER WHILE PURCHASING FOUR WHEELER OF MARUTI INDIA LTD.”