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: Date: / /

Signature: Makrubiya Vijay B. Roll No.- 54 March, 2006

PROF. V.B. SHAH INSTITUTE OF MANAGEMENT & R.V. PATEL COLLEGE OF COMMERCE, AMROLI
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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: Prof. Mahesh Trivedi

Signature: Co-ordinator

PROF. V.B. SHAH INSTITUTE OF MANAGEMENT & R.V. PATEL COLLEGE OF COMMERCE, AMROLI

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

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(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 guidelines from 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.

VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT

A STUDY 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

Submitted To: THE CO ORDINATOR PROF. V.B. SHAH INSTITUTE OF MANAGEMENT & R.V. PATEL COLLEGE OF COMMERCE AMROLI (SURAT)
March 2006

1.1 BIRTH OF THE CAR:

In 1769 the very first self-propelled car was built when Nicolas Cugnot, a French military engineer designed a steam powered road-vehicle. The vehicle was built at the Paris Arsenal, and was used by the French Army to move cannons. It had three wheels with the engine in the front along with the boiler. While Cugnot's 'car' was capable of attaining speeds of upto 6 kms/hour, it was far too heavy and slow to be of practical use. In 1771 he again designed another steam-driven engine that ran so fast that it rammed into a wall, recording the worlds first accident. In 1807 Francois Isaac de Rivaz designed the first internal combustion engine. He to develop the worlds first vehicle to run on such an engine, one that used a mixture of hydrogen and oxygen to generate energy, subsequently used this.

This spawned the birth of a number of designs based on the internal combustion engine in the early nineteenth century with little or no degree of commercial success. In 1860 thereafter, Jean Joseph Etienne Lenoir built the first successful two-stroke gas driven engine. In 1862 he again built an experimental vehicle driven by his gas-engine, which ran at a speed of 3 kms/hour. These cars became popular and by 1865 could be frequently espied on the roads. The next major leap forward occurred in 1876 when the four-stroke engine was devised. Gottileb Damlier and Nicolas Otto worked together on the mission till they fell apart. Daimler created his own engines that he used both for cars and for the first four wheel horseless carriage. In the meanwhile, unknown to them, Karl Benz, was in the process of creating his own advanced tri-cycle, which proved to be the first true car. After all this experiments we can say that the complete car was birth only in 1885 that the first real car rolled down on to the streets. The earlier attempts, though successful, were steampowered 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
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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.
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It was left to another company, Mahindra and Mahindra (M&M) to manufacture utility vehicles, namely the American Jeep. In the 50s, the Government of India granted approval to only 7 car dealers to operate in India - HM, API, ALL, SMPIL, PAL, M&M and Telco. he protectionist policies continued to remain in place. The 60s witnessed the establishment of the two-three wheeler industry in India and in the 70s, things remained much the same.

1.3 EVENTS AND MILESTONES

A behind- the- scenes look into the making of one of India's most vibrant industries. The landmarks along the way... 1928- The first imported car was seen on Indian roads 1942- Hindustan Motors incorporated 1944- Premier automobiles started 1948- First car manufactured in India 1953- The Government of India decreed that only those firms which have a manufacturing program should be allowed to operate 1955- Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M and TELCO received approval. 1960 - 1970 - The two, three wheeler industry established a foothold in the Indian scenario.

1970 - 1980 - Not much change was witnessed during this period. The major factors affecting the industry were the implementation of the MRTP Act( Monopolies and Trade Restrictive Practices Act), FERA (Foreign Exchange Regulation Act) and the Oil Shock of 1973 and 1979. 1980 - 1990 - The first phase of liberalization was announced by the Govt. -With the liberalization of the Government's protectionist policies, the advantages hitherto enjoyed by the Indian car manufacturers like monopoly, oligopoly, slowly began to disappear. This period is also marked by the entry of a large number of firms in the market. 4 Japanese manufacturers entered the Commercial Vehicle and Two- Wheeler market. The Government agreed to the demand for allowing foreign collaboration in the automobile sector The industry witnessed a resurgence due to major policy changes like relaxation in MRTP and FERA, delicensing of some ancillary products, broad banding of the products and modification in the licensing policy. Also, the concessions it gave to the private sector and the new foreign collaboration policy, all resulted in higher growth and better performance of the industry than in the earlier decades. The Government of India tied up with Suzuki Inc. of Japan which produced India's most successful car- the Maruti. 1991 - Under the Govt.'s new National Industrial Policy, the license raj was dispensed with, and the automobile industries were allowed to expand freely.
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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.

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1.4 HISTORY OF 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.

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 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

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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

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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 our business with four-wheelers dealership of Maruti Suzuki Ltd at Dariapur Darwaja in ahemdabad and it is the head-office of Kataria Automobiles Ltd. The last decade has been us growing and to be one of the largest dealer of Maruti Suzuki in India. Now-a-days Kataria Automobiles has opened number of branches and Workshops as below given table. CITY Ahemdabad Surat Bardoli Navasari NUMBER OF SHOWROOMS 3 3 1 1 NUMBER OF OUTLATES 4 15

NUMBER OF WORKSHOPS 3 3 1

Palanpur Anand Vapi Mahesana Valsad Nadiad

1 1 1 1 1 1

1 1 1 -

We are ISO certified company with Quality system-ISO-9001-2000. We are one of the Maruti dealer in Gujarat during course of time we have grown as a company and having 2 Maruti Showroom. Two fullfledged 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 Mr. Rajendra Kumar Kataria Mr. Rohan Kumar Kataria Designation Director Director

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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."
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MODEL OF BUYING BEHAVIOR

Marketing stimuli Product Price Place Promotion Other stimuli Economic Technological Political Cultural Buyers Characteristic Cultural Social Personal Psychological Buyers Decision process Problem Recognition Information search Evaluation alternatives Purchase decision of

Buyers decision Product choice Brand choice Dealer choice Purchase Timing Purchase

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

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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 behaviors through his/her family and other key institution. b. Sub-Culture: Each culture consists of smaller subculture that provides more specific identification and socialism for its members. Subculture includes nationalities, religion and geographical regions. Many 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

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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 direct influence on every day buying behavior is ones family of procreation namely ones spouse and children. c. Role and Status: A person participates in many groups throughout life, family, club, and organization. The persons position in each group can be defined in terms of roles and status. 3. Personal Factors: a. Age And Life Cycle: People buy different goods and services over their lifetime. They eat baby food in the earlier most foods in the growing and mature year and special diet in the later years. Peoples taste in cloth, furniture and recreation is also age related. b. Occupation: A persons occupation also influences his/her consumption pattern. a blue color worker will buy work cloth, work shoes and lunch box. A company president will buy work expensive suit, air travel, and country club
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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

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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

Reorganization unsatisfied need of

Identification Of Alternatives

Evaluation Of Alternatives

Purchase Decision

Post Purchase Behavior

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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
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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 for him to bring out the proper data and information from the project will know all the problems, his work will become easier and he will come out an appropriate data. To learn the concept for attracting the buyers. To learn the consumer behavior regarding cars. To study the dominating factors responsible for To identify the potential buyers. To analyze the competitive market.
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the market trend.

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.

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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 genuine product. 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.

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3.4 LIMITATION OF STUDY

There are number of limitation but from them few are as below. Some respondent may not give proper response The limit for the project is only 2 months. The study is not cover whole population it is

than it is totally useless.

limited only for east zone of surat city.

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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
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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:
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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.

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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

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.
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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.
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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,
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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 in this 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 Government Service Shop keeper Business Total Respondent 12 44 103 41 200 Percentage 6% 22% 51.5% 20.5% 100%

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OCCUPATION WISE ANALYSIS

120 NO. OF RESPONDENT 100 80 60 40 20 0 Government Service Shop keeper Business OCCUPATION 6% 22% 20.50% 51.50%

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 1,00,000 2,00,000 3,00,000 4,00,000 More than 4 lac Total No. of respondent 97 49 24 18 12 200 Percentages 48.5% 24.5% 12% 9% 6% 100%

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INCOME WISE ANALYSIS

120 100 80 60 40 12% 20 0 1,00,000 2,00,000 3,00,000 INCOME 4,00,000 More than 4 lac 9% 6% 24.50% 48.50%

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.

NO. OF RESPONDENT

MEMBER IN RESPONDENTS FAMILY

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Member in family 2 3 4 More than 4 Total

Respondent 25 30 42 103 250

Percentages 12.5% 15% 21% 51.5% 100%

MEMBERS IN RESPONDENT FAMILY

13% 15%

51% 21%

7Mor

COMMENTS: -

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The above graph says that the family member having the more than 4 members shows more interest in purchasing the car. Vehicles Two wheelers Four wheelers Both None Total Respondent 128 12 46 14 200 Percentages 64% 6% 23% 7% 100%

VEHICLE OWNER WISE ANALYSIS

VEHICLE OWNER WISE ANALYSIS

64%

140 NO. OF VEHICLES 120 100 80 60 40 20 0

23% 6% 7%

Two wheelers Four wheelers

Both

None

VEHICLES

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.
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FROM WHERE RESPONDENT PURCHASED THIS

From where purchase Dealer Broker Financer Total Respondent 173 0 27 200 Percentage 86.5% 0% 13.5% 100%

CAR?

FROM WHERE PURCHASED THIS CAR?

86.50%

180 160 140 120 100 80 60 40 20 0

NO. OF RESPONDENT

13.50% 0% Dealer Broker Financer

FROM WHERE PURCHASED

COMMENT: The above graphs show that 86.5% of car purchase from dealer, 0% from broker, 13.5% form financer.

DEALER WISE ANALYSIS

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Dealer Katariya Kiran Dhruv Shivani Total

Respondent 76 28 36 33 173

Percentage 43.93% 16.18% 20.80% 19.07% 100%

DEALER WISE ANALYSIS

Shivani 19% Katariya 44%

Dhruv 21% Kiran 16%

COMMENT : -

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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 NO TOTAL

No. Of Respondent

PERCENTAGE

162 38 200

81% 19% 100%

PERSON KNOWN ABOUT KATARIA AUTOMOBILES OR NOT?

NO 19%

YES 81%

COMMENTS:42

The above graph indicates that 81% know about Kataria, 19% are not known about Kataria. Sources Banner Newspaper Magazine Friends & Relatives Others Total Respondent 57 92 16 22 13 200 Percentages 28.5% 46% 8% 11% 6.5% 100%

SOURCES OF ADVERTISEMENT

SOURCES OF ADVERTIESMENT 7% 11% 29%

e u Ne

8%

M 3 Friends & R

45%

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.
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FROM WHICH COMPANY YOU LIKE TO BUY CAR FIRST?

COMPANY / RA NK Maruti Suzuki Skoda Ford Hyundai Mitsubisi G. M. Total 57 49 60 42 13 53 274 42 35 50 38 23 40 228 38 24 45 57 42 35 241 27 40 15 13 38 49 182 23 30 19 23 57 14 166 13 22 11 27 27 9 109 200 200 200 200 200 200 1200 1 2 3 4 5 6 Total

FROM WHERE YOU LIKE TO BUY?

70 60 RESPONDENT 50 40 30 20 10 0 1 2 3 RANK 4 5 6 Maruti Suzuki Skoda Ford Hyundai Mitsubisi 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

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SERVICES / RA NK Less costly Comfortable Status Small parking Fuel efficiency Law maintenance Services Total

Total

53 43 57 42 28 61 43 327

38 43 13 57 38 33 37 259

35 37 23 38 57 53 26 269

49 42 27 27 24 12 9 190

14 26 42 23 12 36 43 196

11 9 38 13 41 5 42 159

200 200 200 200 200 200 200 1400

REASON FOR FIRST PREFERENCE TO MARUTI

6 RESPONDENT 5 4 3 2 1 0 20 40 RANK 60 80 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

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Car preference ZEN Wagon R ALTO Omni Van Baleno Swift Maruti 800 Total

Respondent 32 38 27 39 8 34 22 200

Percentages 16% 19% 13.5% 19.5% 4% 17% 11% 100%

FIRST PREFERENCE CAR IN MARUTI SUZULKI

Maruti 800 Swift CARS 4% Baleno Omni Van ALTO Wagon R ZEN 0 10 20 30 16% 40 50 13.50% 19% 19.50% 11% 17%

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.
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MODE OF PAYMENT

Mode of payment Cash Loan Total

Respondent 42 158 200

Percentages 21% 79% 100%

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.

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DO YOU WANT FINANCIAL ASSISTANT FROM DEALER?

DO YOU WANT FINANCIAL ASSISTANT FROM DEALER? YES NO TOTAL No. Of Respond ent 139 61 200 69.5% 30.5% 100% PERCENTAGE

DO YOU WANT FINANCIAL ASSISTANT FROM DEALER?

30.50%

RESPONSE

NO

69.50%

YES

50

100

150

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?

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Whom to consult Family Friend Boss Nobody Others Total

Respondent 159 18 0 8 15 200

Percentages 79.5% 9% 0% 4% 7.5% 100%

WHOME DO YOU CONSULT BEFORE BUYING CAR? 160 RESPONDENT 140 120 100 80 60 40 20 0 Family 9% 0% Boss 4% 7.50% 79.50%

Friend

Nobody

Others

WHOME TO CONSULT

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.
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WHEN DO YOU LIKE TO BUY A CAR?

When you like to buy car? On Social occasion On special event of you life Any time Total Respondent 64 81 55 200 Percentage 32% 40.5% 27.5% 100%

When you like to buy car?

90 80 70 60 50 40 30 20 10 0 40.50% 32% 27.50%

RESPONDENT

On Social occation

On special event of you life

Any time

DIFFERENT EVENT OF LIFE

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.

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OCCUPATION Vs PREFERENCE OF CAR

WagonOccupation ZEN Govt. 4 Service 0 Shop 27 Business 1 Total 32 R 0 18 13 7 38 ALTO 2 10 10 5 27 Omani Baleno Swift Maruti Van 0 0 20 19 39 0 1 4 3 8 0 10 18 6 34 - 800 Total 6 12 5 44 11 103 0 41 22 200

OCCUPATIOIN V/S CAR PREFERENCE

30 25 OCCUPATION 20 15 10 5 0 ZEN Wa gon-R ALTO Omani Baleno Van CAR Swift Maruti 800 Govt. Service Shop Business

COMMENTS: Above chart shows that compact car mostly prefer by shop keeper & most of government persons are not preferring car.

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OCCUPATION Vs OWNERS VEHICLES

Two Four Both 4 7 23 10 46 Non 0 4 10 0 14 Total 12 44 103 41 200 Occupation Wheeles Wheelers Govt. 5 3 Service 30 3 Shop 70 0 Business 23 6 Total 128 12

OCCUPATION V/S OWNER'S OF VEHICLES

OWNER'S OF VEHICLES Non Both Four Wheelers Two Wheeles 0 20 40 OCCUPATION 60 80 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

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EVENT / MODE OF PAYMENT On Social occupation On special event of you life Any time Total

Cash 4 6 32 42

Loan 60 75 23 158

Total 64 81 55 200

MODE OF PAYMENT V/S DIFFERENT EVENT 80 70 60 50 40 30 20 10 0 On Social occation On special event of you life DIFFERENT EVENT Any time

MODE OF PAYMENT

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

53

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 | = |1 0.80 |

PQ/n

0.80x0.20/250
= 0.20 =8 Z cal.= 8 Z cal.> 1.56 so, we reject null hypothesis

0.025

FINDINGS

54

 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% are not 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
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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

Reference Book Marketing research Marketing management Annual report www.marutiudhyog.com

Author G C Beri Philip kotler

Publication Tata McGraw hill Person Education

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