Customers Brand Awareness On Maruti Alto

Customers Brand Awareness Mini project
2009
TOPIC
‘CUSTOMER BRAND AWARENESS ON
‘MARUTI ALTO’
By, MANESH .VP
MBA,UNIVERSITY OF CALICUT
(VATAKARA CENTRE)
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INTRODUCTION
Introduction
The research Project is on the topic of “Brand Awareness of Maruti Alto.
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Now first let us look at the definition of a Brand:
The definition of brand:
A brand is an identifiable entity that makes specific promises of value. In its

simplest form, a brand is nothing more and nothing less than the promises of
value you or your product makes. These promises can be implied or explicitly
stated, but none-the-less, value of some type is promised.
Now let us further define Brand Awareness:
Brand awareness is when people recognize your brand as yours. This does not
necessarily mean they prefer your brand (brand preference), attach a high value
to, or associate any superior attributes to your brand, it just means they
recognize your brand and can identify it under different conditions.
Brand awareness consists of both brand recognition, which is the ability of

consumers to confirm that they have previously been exposed to your brand,
and brand recall, which reflects the ability of consumers to name your brand
when given the product category, category need, or some other similar cue.
Aided awareness occurs when you show or read a list of brands and the person
expresses familiarity with your brand only after they hear or see it.
Top-of-mind awareness occurs when you ask a person to name brands within a
product category and your brand pops up first on the list.
When you think about facial tissue, gelatins, and adhesive bandages, do the
brands Kleenex®, Jell-O®, and Band-Aid® come to mind? These brands enjoy
strong top-of-mind awareness in their respective categories.
Historical & Technical Background of Brands
Brands identify the source of market of a product and allow consumers-either

individuals or organizations-to assign responsibility to a particular manufacturer
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or distributor. Consumers may evaluate the identical product differently

depending on how it is branded. Consumers learn about brands through past
experiences with the product and its marketing program. They find out which
brands satisfy their needs and which ones do not. As consumers’ lives become
more complicated, rushed, and time-starved, the ability of a brand to simplify
decisions making and reduce risk is invaluable.
Brands also perform valuable functions for firms. First, they simplify product
handling or tracing. Brands help to organize inventory and accounting records.
A brand also offers the firm legal protection for unique features or aspects of the
product. The brand name can be protected through registered trademarks;
manufacturing processes can be protected through patents; and packaging can
be protected through copyrights and designs. These intellectual property rights
ensure that the firm can safely invest in the brand and reap the benefits of a
valuable asset.
Brands can signal a certain level of quality so that satisfied buyers can easily
choose the product again. Brand loyalty provides predictability and security of
demand for the firm and creates barriers to entry that make it difficult for other
firms to enter the market. Loyalty also can translate into a willingness to pay a
higher price—often 20 to 25 percent more. Although competitors may easily
duplicate manufacturing processes and product designs, they cannot easily
match lasting impressions in the minds of individuals and organizations from
years of marketing activity and product experience. In this sense, branding can
be seen as a powerful means to secure a competitive advantage.
To firms, brands thus represent enormously valuable pieces of legal property

that can influence consumer behavior, be sought and sold, provide the security
of sustained future revenues to their owner. Large earning multiple have been
paid for brands in mergers or acquisitions, starting with the boom years of the
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mid-1980s. The price premium is often justified on the basis of assumptions of

the extra profits that could be extracted and sustained from the brands, as well
as the tremendous difficulty and expense of creating similar brands from
scratch. Wall Street believes that strong brands result in better earnings and
profit performance for firms, which, in turn, creates greater value for
shareholders. Much of the recent interest in brands by senior management has
been result of these bottom-line financial considerations. “Marketing Memo:
The brand Report card” lists 10 key characteristics based on a review of the
world’s strongest brands.
Maruti Suzuki Limited was established in February 1981, though the

actual production commenced in 1983 with the Maruti 800, based on the Suzuki
Alto kei car which at the time was the only modern car available in India, its'
only competitors- the Hindustan Ambassador and Premier Padmini were both
around 25 years out of date at that point. Through 2004, Maruti has produced
over 5 Million vehicles. Marutis are sold in India and various several other
countries, depending upon export orders. Models similar to Marutis (but not
manufactured by Maruti Suzuki) are sold by Suzuki and manufactured in
Pakistan and other South Asian countries.
Here the topic of the study is “Customers Brand Awareness” towards Maruti
Alto, with special reference to Popular Vehicles and Services Ltd , calicut.
This study search for brand awareness level of customers towards various
aspects of the product.
As part of this study, survey is conducted in calicut district. Questionnaire is

used to collect data from customers. While the details regarding the company is
obtained from companies website, magazines etc… Sample size of the study
takes here is Fifty and Samples selected from urbon and rural areas of calicut
district.
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OBJECTIVES
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OBJECTIVES
PRIMERY OBJECTIVE
. A study on consumers brand awareness towards Maruti Alto.
SECONDARY OBJECTIVES
.Determine the consumers expectation about Maruti Alto.
.Determine the factors effecting buying behaviour .
.Determine consumers attitude towards Maruti Alto.
.Measuring the value obtained by the customers.
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SCOPE OF THE STUDY
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Scope of study
Is to check that does Brand Awareness among Maruti Alto affects the sales or
creates a specific image about the brand which helps the Brand in gaining an
advantage over the competitors. As the Research Methodology used for this
research would be Personal Interview or Telephonic Interviews of the Targeted
Masses using a set of questionnaires designed to get the response which would
help in achieving the objective of the research. The Limitations faced in this
research would be that it would be constituted on the data gathered from an
already decided Target audience, which would be very small (namely 50
consumers). Hence we would not be able to come to a strong recommendation
as the number of the responses would be limited. However, on the other hand
the data gathered would be very accurate and not vague, which would help us
come to conclusion which in turn will help us to reach the objective of this
research.
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RESEARCH METHODOLOGY
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Formulation of research problem
As we know today’s market is consumer oriented. Without consumer

satisfaction a product can not be sustained in the market. The brand awareness
and consumer satisfaction is inter- related. There is a chance for consumer dis-
satisfaction as a reason for lack of brand awareness. Because his expectation
and brand selection didn’t match. So a consumer can get 100 % satisfaction by
100 % brand awareness. So my study is based on whether the consumers
purchasing the product with the brand awareness.
Nature of the study
In this study the researcher has adopted descriptive research mainly

based on primery data. The study is conducted as survey method. The research
is based on the customers response.
Research Design.
Research design is the specification of methods and procedures for

acquiring the information needed to structure and to solve problems. The
research design adopted here is exploratory. It is based on the primery data
collected. Exploratory research continues o domain flexible so that many
different facts of a problem may be considred as and when they arise and come
to the notice of the researcher. The researcher tried to cover the various areas
which a customer goes dis-satisfied. The researcher going direct through the
customers view. The researcher tried to notice about customers openion about
Maruti Alto and what they want more from Maruti Alto. The research touching
all areas of customers brand awareness.
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Source of data
a) Primary data: Primary data for this study is based on the data collected
from the sample population with the help of questionnaire. Information
was collected with the help of formal discussion with the respondents.
b) Secondary data: Secondary data required for the study were collected
through various secondary sources. This include library references,
journals, magazines, websites and previous studies.
Time period of the study
Period of the study was 14 days from 9th Nov. 2009 to 23rd Nov. 2009.
Tools used for analysis
. Table.
. Bar diagram.
. Pie chart.
. Graph.
. Ranking Method.
. Chi Square Test.
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REVIEW OF LITERATURE
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Brand awareness
There’s a familiar adage among sales people that says “nothing happens until
something is sold.” In marketing, that saying could be changed to “nothing is
sold until someone’s aware of it.”
Dozens of studies have shown strong correlations between awareness and

market share, between awareness and brand preference, between awareness and
product usage, between awareness and sales.
Brand awareness is a marketing concept that measures consumers'

knowledge of a brand's existence. At the aggregate (brand) level, it refers to the
proportion of consumers who know of the brand. Brand awareness can be
measured by showing a consumer the brand and asking whether or not they
knew of it beforehand. However, in common market research practice a variety
of recognition and recall measures of brand awareness are employed all of
which test the brand name's association to a product category cue, this came
about because most market research in the 20th Century was conducted by post
or telephone, actually showing the brand to consumers usually required more
expensive face-to-face interviews (until web-based interviews became possible).
This has led many textbooks to conceptualise brand awareness simply as its
measures, that is, knowledge that the brand is a member of a particular product
category, e.g. soft-drinks. Examples of such measures include:
Brand recognition - Either the brand name or both the brand name and category
name are presented to respondents.
Brand recall - the product category name is given to respondents who are asked
to recall as many brands as possible that are members of the category.
Top of mind brand awareness - as above, but only the first brand recalled is
recorded (also known as spontaneous brand recall).
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Research on metrics
There has been discussion in industry and practice about the meaning and value
of various brand awareness metrics. Recently, an empirical study appeared to
put this debate to rest by suggested that all awareness metrics were
systematically related, simply reflecting their difficulty, in the same way that
certain questions are more difficult in academic exams
Stability of responses
While brand awareness scores tend to be quite stable at aggregate (level) level,
individual consumers show considerable propensity to change their responses to
recall based brand awareness measures. For top of mind recall measures,
consumers give the same answer in two interviews typically only 50% the time.
Similar low levels of consistency in response have been recorded for other cues
to elicit brand name responses.
MEASURING BRAND AWARENESS
1. Top-level quantitative measurement:
• Image and identity studies
• Brand awareness/preference studies
2. Qualitative tools:
• Focus groups
• Measures of brand value
• Net present value of future profits of the brand
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3. Indicators:
• Home page visits
• Search engine referrals
• Editorial mentions
• Trade show traffic
Importance/Relevance of the Market Research
The importance of this market research would be, that it will help us to
determine which Car Brands enjoy different benefits due to their Brand
Awareness in the mind of the consumers. Our research work will help us define
how does brand awareness helps the customer to pick or choose that specific
brand and get a clear picture as in is Brand Awareness really important part of
the marketing strategy or is it just a burden on the marketing system.
Brand awareness is an important way of promoting commodity-related

products. This is because for these products, there are very few factors that
differentiate one product from its competitors. Therefore, the product that
maintains the highest brand awareness compared to its competitors will usually
get the most sales, our research findings will help us in determining those
factors.
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INDUSTRY PROFILE
Automobile Industry
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History :
In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented
the first automobile to run on roads. This automobile, in fact, was a self-
powered, three-wheeled, military tractor that made the use of a steam engine.
The range of the automobile, however, was very brief and at the most, it could
only run at a stretch for fifteen minutes. In addition, these automobiles were not
fit for the roads as the steam engines made them very heavy and large, and
required ample starting time. Oliver Evans was the first to design a steam
engine driven automobile in the U.S.
A Scotsman, Robert Anderson, was the first to invent an electric carriage

between 1832 and 1839. However, Thomas Davenport of the U.S.A. and
Scotsman Robert Davidson were amongst the first to invent more applicable
automobiles, making use of non-rechargeable electric batteries in 1842.
Development of roads made travelling comfortable and as a result, the short
ranged, electric battery driven automobiles were no more the best option for
travelling over longer distances.
The Automobile Industry finally came of age with Henry Ford in 1914 for the
bulk production of cars. This lead to the development of the industry and it first
begun in the assembly lines of his car factory. The several methods adopted by
Ford, made the new invention (that is, the car) popular amongst the rich as well
as the masses.
According the History of Automobile Industry US, dominated the automobile

markets around the globe with no notable competitors. However, after the end
of the Second World War in 1945, the Automobile Industry of other
technologically advanced nations such as Japan and certain European nations
gained momentum and within a very short period, beginning in the early 1980s,
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the U.S Automobile Industry was flooded with foreign automobile companies,
especially those of Japan and Germany.
The current trends of the Global Automobile Industry reveal that in the
developed countries the Automobile Industries are stagnating as a result of the
drooping car markets, whereas the Automobile Industry in the developing
nations, such as, India and Brazil, have been consistently registering higher
growth rates every passing year for their flourishing domestic automobile
markets.
The automotive industry designs, develops, manufactures, markets, and sells the
world's motor vehicles. In 2008, more than 70 million motor vehicles, including
cars and commercial vehicles were produced worldwide.
In 2007, a total of 71.9 million new automobiles were sold worldwide: 22.9
million in Europe, 21.4 million in Asia-Pacific, 19.4 million in USA and
Canada, 4.4 million in Latin America, 2.4 million in the Middle East and 1.4
million in Africa. The markets in North America and Japan were stagnant,
while those in South America and other parts of Asia grew strongly. Of the
major markets, Russia, Brazil, India and China saw the most rapid growth.
About 250 million vehicles are in use in the United States. Around the world,
there were about 806 million cars and light trucks on the road in 2007; they
burn over 260 billion gallons of gasoline and diesel fuel yearly. The numbers
are increasing rapidly, especially in China and India. In the opinion of some,
urban transport systems based around the car have proved unsustainable,
consuming excessive energy, affecting the health of populations, and delivering
a declining level of service despite increasing investments. Many of these
negative impacts fall disproportionately on those social groups who are also
least likely to own and drive cars. The sustainable transport movement focuses
on solutions to these problems.
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In 2008, with rapidly rising oil prices, industries such as the automotive
industry, are experiencing a combination of pricing pressures from raw material
costs and changes in consumer buying habits. The industry is also facing
increasing external competition from the public transport sector, as consumers
re-evaluate their private vehicle usage. Roughly half of the US's fifty-one light
vehicle plants are projected to permanently close in the coming years, with the
loss of another 200,000 jobs in the sector, on top of the 560,000 jobs lost this
decade. Combined with robust growth in China, in 2009, this resulted in China
becoming the largest automobile market in the world.
Indian Automobile History
The origin of automobile is not certain. In this section of automobile history, we

will only discuss about the phases of automobile in the development and
modernisation process since the first car was shipped to India. We will start
automotive history from this point of time.
The automobile industry has changed the way people live and work. The
earliest of modern cars was manufactured in the year 1895. Shortly the first
appearance of the car followed in India. As the century truned, three cars were
imported in Mumbai (India). Within decade there were total of 1025 cars in the
city.
The dawn of automobile actually goes back to 4000 years when the first
wheel was used for transportation in India. In the begining of 15th century
Portuguese arrived in China and the interaction of the two cultures led to a
variety of new technologies, including the creation of a wheel that turned under
its own power. By 1600s small steam-powered engine models was developed,
but it took another century before a full-sized engine-powered vehicle was
created.
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The actual horseless carriage was introduced in the year 1893 by brothers
Charles and Frank Duryea. It was the first internal-combustion motor car of
America, and it was followed by Henry Ford's first experimental car that same
year.
One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce
Silver Ghost that featured a quiet 6-cylinder engine, leather interior, folding
windscreens and hood, and an aluminum body. It was usually driven by
chauffeurs and emphasis was on comfort and style rather than speed.
During the 1920s, the cars exhibited design refinements such as balloon tires,
pressed-steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of
1929 featured an 8-cylinder engine and an aluminum body.
The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back
door that suited more to the needs of families. In 1930s, vehicles were less boxy
and more streamlined than their predecessors. The 1940s saw features like
automatic transmission, sealed-beam headlights, and tubeless tires. The year
1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It
was built on compact and stylized lines, and was capable of 230 kmh (144
mph).
This was the Indian automobile history, and today modern cars are generally
light, aerodynamically shaped, and compact.
Emerging India Auto market
India auto market is a promising industrial sector that is growing immensely

every passing year. Passenger cars are referred to, through use of word
"automobile." Whooping growth experienced by Indian auto market in last
financial year itself, that is financial year end in February, 2007, was very close
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to a 18 percent over previous fiscal. This statistical fact is a glittering example

of potential of growing auto industry in India.
As per survey conducted by Society of Indian Auto Manufacturers, total

number of automobiles manufactured by auto industry in India, throughout
financial year 2006-07, was very close to 15.5 lakh (1.5 million) margin. Huge
of number of automobiles manufactured by auto industry in India was an
enormous growth upon number of autos manufactured during previous fiscal,
that ended in 2006.
Total number of cars that were exported from India were very close to 2.0 lakh
(2.0 hundred thousand) margin, an encouraging sign for auto industry in India.
Export of cars manufactured in India comprised nearly 13 percent of total
number of cars manufactured domestically by auto industry in India.
India auto market looks set to prosper, largely due to growing market for
automobiles that is developing in India. In financial year that ended in February,
2004, Indian auto markets were fastest growing in world, with registered growth
rate touching nearly 20 percent.
Auto industry in India mainly comprises of small car section, which enjoys
nearly a 2/3rd market share of entire market for autos in India. In this respect,
Indian markets are largest in world for small cars, behind Japan.
Indian passenger car market which ranks amongst largest in world, is poised to
become even more larger and enter top five passenger car markets in world in
next decade
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COMPANY PROFILE
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MARUTI SUZUKI
Maruti Suzuki is one of India's leading automobile manufacturers and the

market leader in the car segment, both in terms of volume of vehicles sold and
revenue earned. Until recently, 18.28% of the company was owned by the
Indian government, and 54.2% by Suzuki of Japan. The Indian government held
an initial public offering of 25% of the company in June 2003. As of 10 May
2007, Govt. of India sold its complete share to Indian financial institutions.
With this, Govt. of India no longer has stake in Maruti Suzuki.
Maruti Suzuki Limited (MSL) was established in February 1981, though the
actual production commenced in 1983 with the Maruti 800, based on the Suzuki
Alto kei car which at the time was the only modern car available in India, its'
only competitors- the Hindustan Ambassador and Premier Padmini were both
around 25 years out of date at that point. Through 2004, Maruti has produced
over 5 Million vehicles. Marutis are sold in India and various several other
countries, depending upon export orders. Models similar to Marutis (but not
manufactured by Maruti Suzuki) are sold by Suzuki and manufactured in
Pakistan and other South Asian countries.
The company annually exports more than 50,000 cars and has an extremely
large domestic market in India selling over 730,000 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 and Maruti Swift is the largest
selling in A2 segment.
Due to the large number of Maruti 800s sold in the Indian market, the term
"Maruti" is commonly used to refer to this compact car model. Till recently the
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term "Maruti", in popular Indian culture, was associated to the Maruti 800
model.
Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of

Japan, has been the leader of the Indian car market for over two decades.
Its manufacturing facilities are located at two facilities Gurgaon and Manesar
south of New Delhi. Maruti’s Gurgaon facility has an installed capacity of
350,000 units per annum. The Manesar facilities, launched in February 2007
comprise a vehicle assembly plant with a capacity of 100,000 units per year and
a Diesel Engine plant with an annual capacity of 100,000 engines and
transmissions. Manesar and Gurgaon facilities have a combined capability to
produce over 700,000 units annually.
More than half the cars sold in India are Maruti cars. The company is a
subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of
Maruti. The rest is owned by the public and financial institutions. It is listed on
the Bombay Stock Exchange and National Stock Exchange in India.
During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were
exported. In all, over six million Maruti cars are on Indian roads since the first
car was rolled out on 14 December 1983.
Maruti Suzuki offers 15 models, Maruti 800, Omni, Esteem, Baleno, Alto,
Versa, Ritz, Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and
Grand Vitara. Swift, Swift dzire, A star and SX4 are manufactured in Manesar,
Grand Vitara is imported from Japan as a completely built unit (CBU),
remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant.
Suzuki Motor Corporation, the parent company, is a global leader in mini and
compact cars for three decades. Suzuki’s technical superiority lies in its ability
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to pack power and performance into a compact, lightweight engine that is clean
and fuel efficient.
Maruti is clearly an “employer of choice” for automotive engineers and young

managers from across the country. Nearly 75,000 people are employed directly
by Maruti and its partners.
The company vouches for customer satisfaction. For its sincere efforts it has
been rated (by customers)first in customer satisfaction among all car makers in
India for ten years in a row in annual survey by J D Power Asia Pacific.
Maruti Suzuki was born as a government company, with Suzuki as a minor

partner to make a people's car for middle class India. Over the years, the product
range has widened, ownership has changed hands and the customer has evolved.
What remains unchanged, then and now, is Maruti’s mission to motorise India.
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ORGANISATIONAL STRUCTURE
Chairman- _ Mr. R. C. Bhargava
Managing Director and CEO – Mr. Shinzo Nakanishi
Director _ Mr. Manvinder Singh Banga
Director _ Mr. Amal Ganguli
Director _ Mr. D. S. Brar
Director _ Mr. Keiichi Asai
Director _ Ms. Pallavi Shroff
Director _ Mr. Osamu Suzuki
Director _ Mr. Shuji Oishi
Director _ Mr. Kenichi Ayukawa
Director and Managing Executive Officer (Production)- Mr. Tsuneo Ohash
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ORGANISATION PROFILE
POPULAR VEHICLES AND SERVICES LTD.
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Popular Vehicles & Services Ltd. established in 1983-84 was among the first
batch of Maruti Udyog dealers appointed in India. A subsidiary of the Popular
Group which traces its history to 1939 and has interests in automobile spares
and education, Popular Vehicles & Services Ltd. has established an envious
position in automobile retailing. It is the first Maruti Dealership in Kerala,
started in 1983-84 at Thiruvananthapuram, the capital city of Kerala. The Kochi
branch has been functioning since October 1985 and the Third dealership was
started at Kozhikode in 1996. Popular's first Maruti Dealership outside kerala
was inaugurated on March 2003 at Chennai. The group has grown into a
business house with a turnover over Rs.1000 crores and Employee strength
above 4500.
Highlights
* Only car dealer in India to have ISO-9002 for 6 locations.
* Sells over 18000 Matuti cars in Kerala per annum.
* Sells over 3000 Maruti cars in Chennai per annum.
* Services nearly 1,20,000 Maruti cars every day.
* Popular is the No.1 Maruti Dealership in India- All India Maruti Dealer
conference 2004
* Sales outlets and service stations in all major districts in Kerala.
* True Value Outlets – Chennai, Kochi, Thiruvananthapuram, Kottayam, and

Kozhikode.
* Maruti Driving School (MDS) : Kochi and Kottayam.
GROUP COMPANIES
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Kuttukaran Institute of HRD

The Instituted located in Cochin has been offering several courses of vocational
training since inception in 1987. Fired by the mission,’An endeavour to bring
out excellence in individuals’, KIHRD has established itself as a quality centre
for education and training.The wellqualified and competent faculty.
The courses offered include:

• Automobile Engineering.
• Hotel Management.
• Fashion Designing.
• IT solutions.
• Management
Corporate Training Spread over an area of 25,000 sq.ft., the institute has
facilities like a library with a judicious collection of over 12,000 books, a well
established Computer lab with over 50computers, Audio Visual Aids such as
OHP, Slide Projector, PA Systems,TV and Audio System ACand Non AC Class
rooms and Conference rooms. Hostel facilities for both boys & girls are
provided. The institute is also the study centre of courses offered by prestigious
universities like IGNOU Bharathiar university.
.
KIHRD Special Features
• Selection based on Test and Interview.
• Classes on Personality Development, Spoken English and Computer.
• Practical oriented class room training.
• Hands on training in Popular Group of Companies.
• Regular Evaluation, Monthly Test and Project work.
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• Final Examination based on Theory , practical, emergency handling and

viva
Placement Cell
Placement services are available for our students and public on registration
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PRODUCT PROFILE
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Maruti Alto.
Alto is the most economical car from the Maruti stable at 17.6 km/l*, it has few
competitors who can match its city friendly design. The most fuel efficient car
in the A2 segment (Petrol), the Maruti Alto has been a runaway success.
Designed with versatility in mind, the car has a smart compact body with speed
sensitive electronic power steering. With ample boot space, it can accommodate
your shopping, sports or luggage needs on your trip of adventure. And what’s
more it is a brilliant performer with outstanding fuel efficiency, impressive road
handling and a refined MPFI engine beneath the stunning looks.
Specifications
WEIGHT
Kerb weight
Alto 720 kg
Alto LX / Alto LXi 735 kg
Gross vehicle weight 1165 kg
ENGINE
Swept volume 796 cc
Engine type FC engine, 4 valves per cylinder MPFI
No. of cylinders 3
Engine control 32 bit computer
Maximum power 47 PS @ 6200 rpm
Maximum torque 62 Nm @ 3000 rpm
Transmission 5 speed, all synchromesh, manual
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SUSPENSION SYSTEM
Front
McPherson strut with torsion type Roll Control Device
Rear
Coil spring Gas-Filled Shock
Absorbers With Three-Link Rigid
Axle and Isolated Trailing Arms
SEATING
Capacity 5 persons
TYRES
Tyre size 145 / 80 R12
Overall length 3495 mm
Overall width 1475 mm
Overall height 1460 mm
Wheelbase 2360 mm
Tread
Front 1295 mm
Rear 1290 mm
Minimum turning radius 4.6 m
Ground clearance 160 mm
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Colours
1.Superior white
2 Bright Red
3. Brilliant Yellow
4. Midnight Black
5. Caribbean Blue
6. Pearl Silver
7. Silky Silver
8. Metallic Wine Red
Customer satisfaction in maruthi Alto
The Alto is an Indian made version of the Suzuki Alto which was launched in
the year 1979 and has gone enormous evolution ever since. The Maruti Alto
however was introduced in the Indian markets on the 27th of September, 2009.
This car has received phenomenal response in India since its launch and has
been India's most selling car for 3 consecutive years. It was also the first car to
have crossed the mark of selling more than 2 lakh cars and also 1 million units
of sales in the entire Indian automobile industry in a record time. The main
features of this car which are responsible for the overwhelming sales are the
fuel efficiency and the Maruti Alto price.
The Maruti Alto has been exported to a lot of countries all over the world
including Europe. The car boasts of the widest service network with around
2769 authorized centres present in over 1235 towns and cities. It has a 796 cc
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gasoline engine which has 3 cylinders which consist of 4 valves each. The
maximum power that can be achieved with this engine is of 47 PS (35 kW). The
acceleration takes about 20 seconds to reach from 0-100 km/h. The top speed
the car can reach is that of 137 km/h (85 mph).
The affordability of the car is further enhanced by the mileage of the car which
assures minimal fuel consumption. The fuel efficiency of the Alto is 18.3
(km/liter) on the highway, 13.6 (km/liter) and the overall efficiency is 14.5
(km/liter). The tires of the car are of the 145/80 R12 type. The brakes of the car
are extremely powerful with an 8 inch booster front disc that makes the car
come to a halt immediately. The front brakes are disc brakes.
The Maruti Alto provides comfortable seating for 5 people including the person
who is driving the car. The fuel tank capacity is of 35 liters. The car consists of
high end safety features which provide for absolute security in case of any
collision. The interiors of the car are also modern with comfortable seats. The
car is available in a wide range of rainbow colours. There is an availability of
metallic finish also. It is surprising how the alto can so efficiently combine
economy with comfort and style All in all; the Maruti Alto is a car that offers
absolute value for money.
The Maruti Alto is offered to the public in the form of diferent variants. The
base model of the car which was launched in the year 2004 was priced at
approximately Rs.2.4 lakh. The Alto LX is the base model with a few added
features like the air conditioning, fabric seats, cup holders, remote fuel lid
opener and others. The Maruti Alto price for this model was approximately
Rs.2.7-2.75 lakh. The Alto LXi is the most high end model of the car which
consists of an additional power steering along with all the features of the LX
version. the recent reduction in the Maruti Alto price has added to the popularity
of the car.
SMS VATAKARA 36
2009
DATA ANALYSIS AND

INTERPRETATION
AGE
SMS VATAKARA 37
2009
TABLE- 1
NO. OF
Sl.No. AGE RESPONDENTS %
1 18-25 10 20
2 26-35 25 50
3 36-45 10 20
4 46 & above 5 10
total 50 100
CHART- 1
INTERPRETATION
SMS VATAKARA 38
2009
The above study shows that 50 % of Maruti Alto customers are in the age of 26-
35, 20 % in the age of 18-25, 20% in the age of 36-45, and 10 % in the age
range of 46 and above.
SMS VATAKARA 39
2009
EDUCATION QUALIFICATION
TABLE – 2
Sl. EDUCATION NO. OF

No. QUALLIFICATION RESPONDENTS %
1 BELOW SSLC 10 20
2 SSLC 5 10
3 HSC 5 10
DEGREE &
4 ABOVE 30 60
TOTAL 50 100
CHART- 2
SMS VATAKARA 40
2009
INTERPRETATION
The above study shows that 60 % of customers are degree and above,20 % are
below SSLC, 10 % are SSLC and 10 % are HSC.
SMS VATAKARA 41
2009
INCOME GROUP
TABLE- 3
INCOME NO.OF
SL.NO GROUP RESPONDENT %
BELOW 1
1 LAKH 30 60
2 1-2 LAKH 10 20
3 2-3 LAKH 5 10
4 3-4 LAKH 5 10
4 LAKH &
5 ABOVE 0 0
TOTAL 50 100
CHART-3
INCOME GROUP
SMS VATAKARA 42
2009
INTERPRETATION
The above chart shows that 60 % of the customers are in th income group of
below 1 lakh p.a, 20 % in 1-2 lakh,10 % in 2-3 lakh and 10 % in 4 lakh &
above.
SMS VATAKARA 43
2009
INFORMATION ABOUT MARUTI ALTO
TABLE- 4
INDORMATION
ABOUT NO. OF
S. NO MARUTI ALTO RESPONDENTS %
1 NEWS MEDIA 35 70
2 FRIENDS 15 30
COMPANY
3 SALESMAN 0 0
4 OTHERS 0 0
TOTAL 50 100
CHART-4
SMS VATAKARA 44
2009
INTERPRETATION
The study shows that 70 % of the customers are got information about about
Maruti Alto though News media and a 30 % though their friends.
SMS VATAKARA 45
2009
INFORMATION ABOUT SAFETY MEASURES
TABLE- 5
SL INFORMATION NO. OF
NO ABOUT SAFETY RESPONDENTS %
1 NEWS MEDIA 16 32
2 FRIENDS 8 16
COMPANY
3 SALESMAN 26 52
4 OTHERS 0 0
TOTAL 50 100
CHART-5
INTERPRETATION
SMS VATAKARA 46
2009
The research result shows that 52 % of customers got information about safety
measures from the company salesman, 32 % from News media and a 16 % from
their friends.
MILEAGE OF THE CAR
SMS VATAKARA 47
2009
TABLE- 6
SL NO. OF
NO MILEAGE RESPONDENTS %
1 High Satisfied 23 46
2 Satisfied 27 54
3 Neutral 0 0
4 Dis Satisfied 0 0
Total 50 100
CHART -6
INTERPRETATION
SMS VATAKARA 48
2009
The study showing that 54 % of the customers are Satisfied and 46 % of

customers are High satisfied with the Mileage of Maruti Alto.
ROAD GRIP
SMS VATAKARA 49
2009
TABLE- 7
SL NO. OF
ROAD GRIP
NO RESPONDENTS %
2 Satisfied 33 66
3 Neutral 0 0
4 Dis Satisfied 0 0
Total 50 100
CHART- 7
INTERPRETATION
The study shows that 66 % of the customers are satisfied, and 34 % are high
satisfied with the road grip.
SMS VATAKARA 50
2009
MAINTENANCE COST
TABLE- 8
SL MAINTENANCE NO. OF
NO COST RESPONDENTS %
SMS VATAKARA 51
2009
2 Satisfied 31 62
3 Neutral 3 6
4 Dis Satisfied 0 0
Total 50 100
CHART- 8
MAINTENANCE COST
INTERPRETATION
The research shows that 62 % of customer are satisfied, 32 % are high satisfied,
and 6 % are Neutral with the maintenance cost.
SMS VATAKARA 52
2009
SEATING CAPACITY
TABLE-9
SEATING NO. OF
SL NO CAPACITY RESPONDENTS %
2 Satisfied 32 64
3 Neutral 4 8
4 Dis Satisfied 0 0
Total 50 100
CHART- 9
SMS VATAKARA 53
2009
INTERPRETATION
The graph shows that 64 % of customrs are satisfied , 28 % are high satisfied,
and 8% are neutral with the seating capacity.
SMS VATAKARA 54
2009
QUALITY OF AC
TABLE- 10
SL QUALITY OF NO. OF
NO AC RESPONDENTS %
2 Satisfied 39 78
3 Neutral 1 2
4 Dis Satisfied 0 0
Total 50 100
CHART-10
INTERPRETATION
SMS VATAKARA 55
2009
The chart shows that 78 % of customers are satisfied and 20 % are high satisfied
and 2 % are Neutral with the quality of AC.
SMS VATAKARA 56
2009
ENGINE CAPACITY
TABLE- 11
SL ENGINE NO. OF
NO CAPACITY RESPONDENTS %
High
1 Satisfied 5 10
2 Satisfied 15 30
3 Neutral 30 60
4 Dis Satisfied 0 0
Total 50 100
CHART- 11
ENGINE CAPACITY
INTERPRETATION
SMS VATAKARA 57
2009
The study showing that 60 % of the customers are neutral, 30 % are satisfied
and 10 % are high satisfied with the engine capacity if Maruti Alto.
SMS VATAKARA 58
2009
INFORMATION ABOUT MILEAGE
CHART -12
INFORMATION
SL ABOUT NO. OF
NO MELEAGE RESPONDENTS %
1 NEWS MEDIA 8 16
2 FRIENDS 33 66
COMPANY
3 SALESMAN 9 18
4 OTHERS 0 0
TOTAL 50 100
CHART-12
SMS VATAKARA 59
2009
INTERPRETATION
The graph showing 66 % of customers got information about mileage from

friends. 18 % from company salesman and 16 % customers from news media.
SMS VATAKARA 60
2009
DESIGN AND STYLE
TABLE -13
SL DESIGN AND NO. OF

NO STYLE RESPONDENTS %
2 Satisfied 29 58
3 Neutral 2 4
4 Dis Satisfied 0 0
Total 50 100
CHART – 13
INTERPRETATION
SMS VATAKARA 61
2009
The research shows that 58 % of customers are satisfied, 38 % are high satisfied
and 4 % are neutral with the design style of the car.
SMS VATAKARA 62
2009
SIZE OF THE CAR
TABLE- 14
SIZE OF
NO. OF
THE CAR
SL NO RESPONDENTS %
High
1 Satisfied 18 36
2 Satisfied 26 52
3 Neutral 6 12
4 Dis Satisfied 0 0
Total 50 100
CHART- 14
SMS VATAKARA 63
2009
INTERPRETATION
The graph shows that 52 % of the customers are satisfied , 36 % are high
satisfied,and 12 % are neutral with the size of the car.
SMS VATAKARA 64
2009
SATISFACTION FROM THE VALUE
TABLE-15
SATISFACTION
SL FROM THE NO. OF
NO VALUE RESPONDENTS %
2 Satisfied 35 70
3 Neutral 3 6
4 Dis Satisfied 0 0
Total 50 100
CHART -15
SATISFACTION FROM THE VALUE
SMS VATAKARA 65
2009
INTERPRETATION
The study shows that 70 % of the customers are satisfied,24 % are high satisfied
and 6 % are neutral with the satisfaction with the value.
SMS VATAKARA 66
2009
SPACE FOR LUGGAGE
TABLE-16
SL SPACE FOR NO. OF

NO LUGGAGE RESPONDENTS %
2 Satisfied 23 46
3 Neutral 20 40
4 Dis Satisfied 3 6
Total 50 100
CHART- 16
INTERPRETATION
SMS VATAKARA 67
2009
The graph shows that 46 % of the customers are satisfied, 40 % are neutral ,8%
are high satisfied and 6 % are dis satisfied with the space for luggage.
SMS VATAKARA 68
2009
BUYING INDUCEMENT
TABLE-17
SL BUYING NO. OF
NO INDUCEMENT RESPONDENTS %
1 Self interest 34 68
Recommended by
2 friends 14 28
3 Advertisement 2 4
4 Others 0 0
Total 50 100
CHART- 17
BUYING INDUCEMENT
INTERPRETATION
SMS VATAKARA 69
2009
The graph shows the inducement of customers to buy the car as – 68 % by self
interest, 28 % recomented by friends and 4 % by advertisement.
SMS VATAKARA 70
2009
BRAND SELECTION
TABLE- 18
BRAND NO. OF
SL NO SELECTION RESPONDENTS %
2 Satisfied 31 62
3 Neutral 0 0
4 Dis Satisfied 0 0
Total 50 100
CHART- 18
INTERPRETATION
SMS VATAKARA 71
2009
The graph showing that 68 % of the customers are satisfied and 32 % are high
satisfied with the brand selection.
RANKING METHOD
SMS VATAKARA 72
2009
Analyzing the attribute considered by the consumers while purchasing Maruti

Alto.
RANK
ATTRIBUTE 1 2 3 4 TOTAL
STYLE 21 13 6 10 50
MILEAGE 3 21 23 3 50
PRICE 19 18 11 2 50
MAINTENANCE 9 5 11 25 50
Analyzing in weighted ranking method.
RANK
ATTRIBUTE 1 2 3 4 TOTAL
4 3 2 1
STYLE 84 39 12 10 145
MILEAGE 12 63 66 3 144
PRICE 76 54 22 2 154
MAINTENANCE 36 15 22 25 98
TOTAL 661
SMS VATAKARA 73
2009
Style = (145/ 661) 100 = 21.94 %
Mileage = (144/661) 100 = 21.79 %
Price = (154/661) 100 = 23.3 %
Maintenance= (98/661)100=14.83 %
The test Showing that consumers considering style of Maruti Alto by 21.94 %
, Mileage 21.79 %, Price 23.3 % and maintanence 14.83%.
And the result of this test is that Price is the most considering attribute
for the Customers of Maruti Alto.
CHI SQUARE TEST
SMS VATAKARA 74
2009
Chi-Square test is one of the simplest and most commonly used non-parametric
tests of significance. Chi-square test is used to draw inferences about the
population dispersion, mainly the variance. Problems in social research
frequently involve the counting of a number of persons, objects or responses as
they occur under various categories or classification. For example, school
children may be classified and counted according to their reading ability,
mathematical ability or their modes o behaviour. Adult citizens may be
classified according to whether they are “ in favour of”, “indifferent to”, or
“opposed to” a particular social reform. The chi square test is suitable for
analyzing data and problems like those categories and frequencies, Chi square is
perhaps the most suitable test to compare the obtained set of ‘observed
frequencies in given categories with a set of theoretical or expected frequencies
within them.
Chi Square = ∑[(O-E)²/E]
O= Original frequency,
E= Expected frequency
Ho : Size of the car is not effecting on customers brand selection.
SMS VATAKARA 75
2009
High Satisfied Neutral Dis satisfied Total

Satisfied (%) (%) (%) (%)
Size 36 12 0 100
52
Brand 38 62 0 0 100
selection
Total 74 114 12 0 200
Original Expected (O-E)² (O-E)²/E

Frequency (O) Frequency (E)
36 (74*100)/200=37 1 0.03
52 (114*100)/200=57 25 0.44
12 (12*100)/200=6 36 6.00
0 0 0 0.00
38 (74*100)/200=37 1 0.03
62 (114*100)/200=57 25 0.44
0 (12*100)/200=6 36 6.00
0 0 0 0.00
Sum=12.94
CHI SQUARE = ∑[(O-E)²/E]
SMS VATAKARA 76
2009
=12.94
Degree of freedom = (r-1)(c-1)
=(2-1)(4-1)
=3
Level of significance =5%
=0.05
Tabled value =7.815
Since calculated value less than tabled value, reject null hypothesis.
Therefore size of the car is effecting on customers brand selection.
SMS VATAKARA 77
2009
SUMMARY AND CONCLUSION
SMS VATAKARA 78
2009
FINDINGS
FINDINGS
SMS VATAKARA 79
2009
* 60 % of the customers are belongs to the income group of below 1 lakh p.a.
* The research showing that 40 % of the customers are not much satisfied with
the space available for luggage.
* Around 70 % of the customers are buying Maruti Alto by self interest.
* 96 % of the customers are satisfied with the design and style of Maruti Alto.
* 100 % of customers are satisfied with the brand selection.
* The research result shows that 52 % of customers got information about safety
measures from the company salesman, 32 % from News media and a 16 % from
their friends.
* The study showing that 54 % of the customers are Satisfied and 46 % of

customers are High satisfied with the Mileage of Maruti Alto.
* The study shows that 66 % of the customers are satisfied, and 34 % are high
satisfied with the road grip
* The research shows that 62 % of customer are satisfied, 32 % are high

satisfied, and 6 % are Neutral with the maintenance cost.
* The research shows that 64 % of customrs are satisfied , 28 % are high

satisfied, and 8 % are neutral with the seating capacity.
* The study shows that 78 % of customers are satisfied and 20 % are high
satisfied and 2 % are Neutral with the quality of AC
* The study showing that 60 % of the customers are neutral, 30 % are satisfied
and 10 % are high satisfied with the engine capacity if Maruti Alto.
* The research showing 66 % of customers got information about mileage from

friends. 18 % from company salesman and 16 % customers from news media.
SMS VATAKARA 80
2009
* The research shows that 70 % of the customers are satisfied,24 % are high
satisfied nd 6 % are neutral with the satisfaction with the value.
* The study shows that 70 % of the customers are got information about about
Maruti Alto though News media and a 30 % though their friends.
The research shows that the middle income people are accepting the Maruti
Alto as peoples car. They are much aware about the Brand. So the Maruti Alto
possessing a well brand image among the public. The customers are very
satisfied with the style, price, comfortness, mileage, maintenance cost …etc.
The customers who belong to below 1 lakh p.a. income group are more
interested with the price and after that they considering comfortness of Maruti
Alto. In their view Maruti Alto is the budgeted car.
SMS VATAKARA 81
2009
SUGGESTION
SMS VATAKARA 82
2009
SUGGESTION
1. Since 40 % of the respondents strongly argued for the improvement of the

availability of space for luggage. It is the major suggestion from the customers.
2. The customers are not getting much information about the engine details of
Maruti Alto from outside. Majority of them are getting information from the
company salesman. So the advertisement should provide more details about the
engine.
3. The research reveals that only 4 % of the customers induced to buy Maruti
Alto by the effect of advertisement. So it results that the advertisement is not so
effective. So the company should take some improvement in the advertisement.
4. Some portion of the customers are suggesting make some innovative change
in the design and style of Maruti Alto without changing the price.
5. The size of the car should be increased.
6. A little more space needed for comfort seating facility.
7. In this study I found that Pick up of the car decreases if you use the AC. So I
suggest the company to solve this problem.
8. The driver want to push the driver’s seat completely behind to drive
comfortably because the leg room is small. I suggest the company to solve this
problem.
9. Quality of Plastic is low. The customers suggesting that company should

improve the quality of plastic.
10. Some respondents opinion is that Engine Noise enters the Cabin and is very
annoying. So I suggest the company to solve this problem.
SMS VATAKARA 83
2009
LIMITATION OF THE STUDY
SMS VATAKARA 84
2009
LIMITATION OF THE STUDY
• Sample size taken for the study is only 50 which is small number to
arrive at un biased conclusion.
• Because of the time constraints a detailed study is not possible.
• Scope of the study is restricted.
SMS VATAKARA 85
2009
CONCLUSION
SMS VATAKARA 86
2009
Conclusion
Since the brand awareness of consumers is the purpose of this study.

Survey is conducted in Calicut district through questionnaire taking 50
customers. From this survey I got valuable suggestions, opinion and views of
the customers. The ranking test showing that Price is the most considering
attribute for the Customers of Maruti Alto. And the Chi square test shows that
the size of the car is effecting on customers brand selection.The customers have
strong suggestion for improvement mainly in the availability of space for
luggage. The middle class peoples are considering the Maruti Alto as the
budgeted car. From this study it is clear that Maruti Alto have a good brand
image among the public and the customers had been satisfied with the product
performance. The customers are well aware about the performance and features
of Maruti Alto.
SMS VATAKARA 87
2009
BIBLIOGRAPHY
SMS VATAKARA 88
2009
BIBLIOGRAPHY
1. Philip Kotler & Kevin Lane Keller- Marketing Management.
2. Kothari.C.R- Research Methodology.
3. A. Vinod Marketing Management.
4. www.wikipedia.com
5. www.popularv.com
6. www.marutisuzuki.com
7. www.gaadi.com
SMS VATAKARA 89
2009
SMS VATAKARA 90
2009
ANNEXTURE
A STUDY ON CONSUMERS BRAND AWARENESS

TOWARDS MARUTI ALTO
QUESTIONNAIRE
SMS VATAKARA 91
2009
1. Name :
2. Age : 18-25  26-35  36-45  46 &
above 
3. Educational qualification :
Below SSLC  SSLC  HSC  Degree &
above 
4. Which income group you belongs to?
Below 1 lakh  1-2 lakh  2-3 lakh  3-4lakh 

4lakh & above 
5. What are the attributes considered while purchasing Maruti

Alto?
Rank them (1-4) Style  Mileage  Price 

Maintenance 
6. Where did you got information about Maruti Alto?
News media  Friends  company salesman
 Others 
7. Where did you got information about safety measures of

Maruti Alto?
News media  Friends  company salesman 

Others 
SMS VATAKARA 92
2009
8. How satisfied are you with the mileage of the car?
High Satisfied  Satisfied  Neutral  Dis

satisfied 
9. Are you getting the expected road grip?
High Satisfied  Satisfied  Neutral 

Dis satisfied 
10. How is the maintainence cost relative to your expectation?

satisfied 
11. Are you satisfied with the seating capacity?

satisfied 
12. Are you satisfied with the quality of AC ?

satisfied 
13.How did you come to know about engine capacity?

Others 
14. From where did you got information about mileage of

Maruti Alto?

Others 
15. Are you satisfied with the design and style?
SMS VATAKARA 93
2009

satisfied
16. Are you stisfied with the size of the car?

satisfied
17. What is the degree of satisfaction derived from the product

as per value paid for
Maruti Alto?
High Satisfied Satisfied  Neutral  Dis

satisfied
18. Mention your satisfaction regarding space available for

luggage.

satisfied
19.What induced you to buy Maruti Alto?
Self interest  By friends  Advertisement 

Others 
20.Are you satisfied with your brand selection?
High Satisfied  Satisfied Neutral  Dis

satisfied
SMS VATAKARA 94

Customers Brand Awareness On Maruti Alto

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Customers Brand Awareness On Maruti Alto

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Customers Brand Awareness Mini project

By, MANESH .VP

The research Project is on the topic of “Brand Awareness of Maruti Alto.

Now first let us look at the definition of a Brand:

The definition of brand:

A brand is an identifiable entity that makes specific promises of value. In its

Now let us further define Brand Awareness:

Brand awareness consists of both brand recognition, which is the ability of

Historical & Technical Background of Brands

Brands identify the source of market of a product and allow consumers-either

or distributor. Consumers may evaluate the identical product differently

To firms, brands thus represent enormously valuable pieces of legal property

mid-1980s. The price premium is often justified on the basis of assumptions of

Maruti Suzuki Limited was established in February 1981, though the

As part of this study, survey is conducted in calicut district. Questionnaire is

. A study on consumers brand awareness towards Maruti Alto.

.Determine the consumers expectation about Maruti Alto.

.Determine the factors effecting buying behaviour .

.Determine consumers attitude towards Maruti Alto.

.Measuring the value obtained by the customers.

SCOPE OF THE STUDY

Formulation of research problem

As we know today’s market is consumer oriented. Without consumer

Nature of the study

In this study the researcher has adopted descriptive research mainly

Research design is the specification of methods and procedures for

Time period of the study

Tools used for analysis

. Chi Square Test.

Dozens of studies have shown strong correlations between awareness and

Brand awareness is a marketing concept that measures consumers'

MEASURING BRAND AWARENESS

1. Top-level quantitative measurement:

• Image and identity studies

• Brand awareness/preference studies

• Measures of brand value

• Net present value of future profits of the brand

• Home page visits

• Search engine referrals

• Trade show traffic

Importance/Relevance of the Market Research

Brand awareness is an important way of promoting commodity-related

A Scotsman, Robert Anderson, was the first to invent an electric carriage

According the History of Automobile Industry US, dominated the automobile

Indian Automobile History

The origin of automobile is not certain. In this section of automobile history, we

Emerging India Auto market

India auto market is a promising industrial sector that is growing immensely

to a 18 percent over previous fiscal. This statistical fact is a glittering example

As per survey conducted by Society of Indian Auto Manufacturers, total

Maruti Suzuki is one of India's leading automobile manufacturers and the

Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of

Maruti is clearly an “employer of choice” for automotive engineers and young

Maruti Suzuki was born as a government company, with Suzuki as a minor

Chairman- _ Mr. R. C. Bhargava

Managing Director and CEO – Mr. Shinzo Nakanishi

Director _ Mr. Manvinder Singh Banga

Director _ Mr. Amal Ganguli

Director _ Mr. D. S. Brar

Director _ Mr. Keiichi Asai

Director _ Ms. Pallavi Shroff

Director _ Mr. Osamu Suzuki

Director _ Mr. Shuji Oishi