 TITLE

CUSTOMER BRAND AWARENESS ON ‘MARUTI ALTO’

 INTRODUCTION
Brand awareness refers to the extent to which customers are able
to recallor recognise a brand. Brand awareness is a key consideration
in consumer behavior, advertising management, brand management and
strategy development. The consumer's ability to recognise or recall a brand is
central to purchasing decision-making. Purchasing cannot proceed unless a
consumer is first aware of a product category and a brand within that category.
Awareness does not necessarily mean that the consumer must be able to recall
a specific brand name, but he or she must be able to recall sufficient
distinguishing features for purchasing to proceed. For instance, if a consumer
asks her friend to buy her some gum in a "blue pack", the friend would be
expected to know which gum to buy, even though neither friend can recall the
precise brand name at the time.
 Importance of brand awareness[edit]
Brand awareness is related to the functions of brand identities in consumers’ memory
and can be measured by how well the consumers can identify the brand under various
conditions.[3] Brand awareness is also central to understanding the consumer purchase
decision process. Strong brand awareness can be a predictor of brand success. [4] It is
an important measure of brand strength or brand equity and is also involved in customer
satisfaction, brand loyalty and the customer's brand relationships.[5]
Brand awareness is a key indicator of a brand's market performance. Every year
advertisers invest substantial sums of money attempting to improve a brand's overall
awareness levels. Many marketers regularly monitor brand awareness levels, and if
they fall below a predetermined threshold, the advertising and promotional effort is
intensified until awareness returns to the desired level. Setting brand awareness goals/
objectives is a key decision in marketing planning and strategy development.

 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
  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.

 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.

 Working definition
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.
 CLASSES OF RESPONDENT
 people from various categories using different brands

 SAMPLE SIZE
 Sample size of study of 15 people
 Source of data

a) 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) the study were collected through various secondary sources. This includes
library references, journals, magazines, previous studies and internet.
 Methods of data collection

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.

 TECHNIQUE OF ANALYSIS:
 Graphs and tables are used to analyze the data
 Tools used for analysis
 . Table.
 . Bar diagram.
 . Pie chart.
 . Graph.
 COMPANY PROFILE
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.
  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
  Literature review

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).
 SCHEME OF REPORT
Introduction
Objective of study
Scope of study
Research methodology
Literature review
Company profile
Data analysis
Suggestion and finding
 BIBLIOGRAPHY
1. Philip Kotler & Kevin Lane Keller- Marketing Management.
2. Kothari.C.R- Research Methodology.
3. Maruti Suzuki baner 411007.
4. www.wikipedia.com
5. www.popularv.com
6. www.marutisuzuki.com
7. www.gaadi.com