Chapter 1

Introduction

1.1 INDUSTRY PROFILE

Retail Industry

The Retail automotive industry is comprised of two kinds of companies: those that sell
replacement automotive parts and accessories to “do-it-yourself” customers and to commercial
“do it for me” clients and those that sell a wide assortment of new and used vehicles over the
internet and networks of regional or national franchised dealerships.

Economic Considerations

The dealer business tends to be cyclical, since its fortunes are tied to auto industry production
levels, gasoline prices, the financial health of the consumer, and the state of the domestic
economy. Indeed dealership groups, even the better manages ones with lean cost structures and
extensive ancillary product lines, tend to struggle during tough economic times.

Parts retailers are also affected by the prevailing macroeconomic environment, but to alesser
degree. These usually less-mature, faster-growing outfits are influenced by their own
merchandising and remodeling initiatives and unit-development strategies and they are subject to
secular long-term trends, including fluctuations in the older=vehicle population and the number
of licensed drivers. Notably, about 70% of all parts purchases made by consumers and
commercial customers are need-based, rather than discretionary. This helps to shield aftermarket
parts retailers from unwelcome economic headwinds.

Important metrics

Same-store sales, often referred to as “comps”, though not noted in the numerical presentation on
the value line page, is typically discussd by analysts. This metric is the key gauge of revenue
performance for both the bike-dealer chains and parts retailers. That’s because it measures
growth at existing showrooms and stores, rather than from newly opened units. Comp trends also
provide meaningful insight to future earnings, since most auto-related companies, particularly
dealer groups, which operate on slim margins, maintain relatively high fixed expense bases.
When same-stores sales are healthy, the bottom line usually climbs with aid of good overhead
leverage and when same store sales slip into negative territory, these specialty retailers often
experience a profit squeeze. Some companies are better equipped to weather the effect of a
prolonged top-line slowdown than other, however.

Mergers and Acquisitions

With unit expansion opportunities limited in the mature vehicle retail segment, giant dealerships
often endeavor to alter their brand mixes diversify their businesses, and wrestle market share
away from rivals with help of acquisitions. Yet ill-considered or overly aggressive acquisition
strategies can easily backfire and have negative consequences. Over the years, countless auto
retailers overpaid for properties that ultimately failed to yield much in the way of revenue or cost
synergies. Instead, these industry players were saddled with hefty debt obligatons, which
weighed on their bottom lines and kept them from making needed upgrades to technology
systems and dealerships.

Progress of retail industry in India

1. Beginning (Pre-1990’s)
 Populaces started to immigrate from villages to city areas
 They started to open small stores to satisfy daily needs
 Acquiring the customers and increasing the sales but there were no loyal customers.
 1960's many manufactures started their own outlets like Vimal, Raymonds, Bata etc.,
2. Conceptualization (1990-2005)

 In early 1990s LPG policy was opened in Indian economy, several corporates & first
generation entrepreneurs came forward and invested in retail business

 In 1998, Tata group gave entry to the retail sector with the brand name called Westside.
and many other companies also entered Indian retail industry like Honda,Toyota etc.,

 The most important during this period is growth in apparel retail format.
3. Growth (2005-2010)
 During this period many large Indian corporates started to invest in growing organized
retail.
 Pantaloons (now known as “Future retail”) started “Home town” & “E-zone” in 2006 and
‘Reliance group’ entered to the retail industry in the name of “Reliance fresh”.
 In the year 2006, apart from the above growth, the government reformed the Foreign
Direct Investment policy by permitting overseas retailers to obtain 51% stake in JV in
Indian firms. This encouraged many other top brands like “Armani, Versace”etc. to enter
Indian retail market.
 Between 2008 & 2009, there was a recession in the Indian economy which affected many
of the over-leveraged retail stores & they were forced to shut down.

4. Amalgamation and development (2010 onwards)

 There was a strong rivalry in the metropolitan market so the retailer begins to start shops
in the small cities and rural regions. India saw the rise of numerous online trademarks
like Flipkart, Myntra, and Home shop18 etc.
 In 2012, Government of India made several modifications in retail FDI rule by letting
FDI up-to 100 percent in individual brand and up-to 51% for multi brand.
 E-commerce begun to grow as one of the main segment.

1.2 COMPANY PROFILE

Suzuki Motor Corporation

Background and Inception

TYPE : Public company

INDUSTRY: Automotive
FOUNDED: October 1909

FOUNDER: Michio Suzuki

HEADQUARTERS: Hamamatsu, Shizuoka prefecture, Japan

AREA: Globally

KEY PERSONNEL: Osamu Suzuki (Chairman), Yasuhio Harayama (Vice Chairman)

SUPPLIES: Vehicles, engines, motorcycles, ATVs, outboard motors

REVENUE: 2487.6billion Yen (US$26.27 billion)

PRODUCTS : Automobiles, engines, motorcycles, ATVs outboard motors

SUBSIDIARIES: Maruti Suzuki, Magyar Suzuki, Suzuki Canada, American Suzuki

PROFILE Of Apple Auto Pvt Ltd

Apple Auto Pvt Ltd is a private joined on 20 August 2011. It is surrogate Non-govt institute &
enrolled Companies Registrar, Bangalore. It accepted proposal investment of 50Cr and its
remunerated money is 20Cr also involved with marketing of engine vehicles.

Apple Auto Pvt Ltd Annual General Meeting was held on 31 December 2012 as per Ministry of
Corporate Affairs documented on 31st March 2012.

Suzuki motorcycle India, Pvt Ltd (SMI) is the completely claimed Indian auxiliary of Suzuki,
Japan. It was the third Suzuki car wander in India, after TVS Suzuki (1982-2001) and Maruti
Suzuki (1982). In 1982 the joint wander between Suzuki Motor Corporation and TVS motor
corporation and TVS motor company consolidated and began generation of bike in the country
were drawn nearer to begin suspecting a change to battle equipment developing. It was an
particularly charming provider to plan distinctive handling plants. Additionally, the association
was arranged a long way from significant present day centers that would wind up basic attacking
target.
1.3 VISION, MISSION AND QUALITY POLICY

VISION

“The core philosophy of SUZUKI is to provide “VALUE-PACKED PRODUCTS”. Since the

founding of SUZUKI Motor Corporation, the Organization’s endeavour has always been to
provide “VALUE-PACKED PRODUCTS” as one of the manufacturing philosophies”.

MISSION

“Develop products of superior value by focusing on the customer Establish a refreshing and
innovative company through teamwork Strive for individual excellence through continuous
improvement”

QUALITY POLICY

“Suzuki motorcycle is committed to deliver High Quality products and good aftersale service to
ensure the customer delight through effective implementation of quality management system”

 “Team work & interdepartmental communication.”

 “Continual improvement in all our business processes.”
1.4 PRODUCTS/SERVICE PROFILE

Gixxer

Intruder

Hayate EP

Access125

GSX-s750

HAYABUSA

GSR-R1000R

GSX-S1000F

V-STORM 100

OZARK 250

QUADSPORT-Z400
1.5 COMPETITORS:

These are the competitors:

 TVS
It is a multinational company headquartered at Chennai, India. It was started in the year
1981. It is third largest motorcycle company in India with a revenue of over (US$2.1
trillion) in 2017-18. The company has annual sales of 3 million units

 HONDA
It was started in the year 1948 in Japan. It is headquartered in Minato, Tokyo, Japan. It
total revenue is 14.60 trillion. It serves throughout the world.
 YAMAHA
It is Japanese manufacturer of motorcycles, marine products such as boats and outboard
motors and other motorized products. It was started in the year 1955. It is headquartered
in Iwata, Shizuoka, Japan.
 HERO
It is an Indian motorcycle and scooter manufacturer based in New Delhi, India. It has
market share of about 46% in two-wheeler category. It was started in the year 1984. Its
total revenue is (US$4.4Billion)

1.6 SWOT ANALYSIS

STRENGTHS:

 Trained employees and work force

 Largest marketing network
 Resale value is more
 Unique products
 Name of the Brand
 Spare parts are available for lower cost
WEAKNESSES:

 Products are highly costly

 Political aspects are not stable
 Rates on overhead are comparatively high than competitors
 High cost on Fuels

OPPORTUNITIES:

 Expansion of business
 Strong place in the market
 Market integration opening up
 Better opportunities in different countries
 Newly developed products
 Market area is big
 Economic expansion

THREATS:

 China products are obtained at lower price

 No competitive advantage
 Governments keep changing
 High tax rates
 Structure of an organization is in an unplanned manner
1.7 FUTURE GROWTH AND PROSPECTUS

Suzuki Motorcycle India Pvt Ltd (SMIPL) is hoping to offer 3.7 lakh bike units in the nation and
another lakh units in abroad amid the year 2016-17. The organization is additionally wanting to
send out its recently propelled variant of access 125cc to neighboring nations including Nepal,
Bangladesh and Sri lanka, said senior authorities from SMIPL.

Addressing the columnists in the sidelines of dispatch of the new Access 125, kenji Hirozawa,
VP, deals and advertising, SMIPL, said that the organization amid the flow financial year sold
around 3.2lakh bikes in the local market and fares around 60,000 to abroad markets. The fares
has multiplied amid the current financial year.

“We are anticipating that the deals should be around 3.7 million in the household advertise one
year from now and a fares of one lakh units,” said Hirozawa. The organization has been sending
out bikes to Latin American and South Asian Association for Regional Cooperation(SAARC)”
nations.

He included the organization is taking a gander at generation of 1 million bikes in India by 2020
and it would take a gander at propelling an item in the cruiser and another in bike portion, he
included without uncovering the points of interest.

It’s assembling office, in Gurgaon, Haryana has a yearly creation limits of 5.4lakh units and
hopes to produce around 4 lakh units in the office this year. The organization expects that it
could build the creation up to 7 lakh units, without extending the limit. It like wise has room
enough for development, if required.

The organization is expecting its new form of Access125cc bike to have an offers of two lakh
units in a year, said Suresh Babu J, national head – showcasing and item arranging, SMIPL. The
organization has around 400 merchants as of now and consistently include around 70-80
merchants generally.

SMIPL has sold 20 lakh units of Access 125 up until now. The new model, which has a Suzuki
Eco performance (SEP) motor and other most recent innovations, will be sold at Rs 57,947
FINANCIAL ANALYSIS

Fiscal year
end in
march
“JPY” in 2014/03 2015/03 2016/03 2017/03 2018/03 Trailing
million Twelve
except per Month
share data
Revenue 2.578,317 2,938,314 3,015,461 3,180,659 3,169,542 3,642,460
Cost of 1,919,218 2,142,754 2,190,309 2,313,779 2,261,914 2,592,298
revenue
Gross profit 659,099 795,560 825,152 866,880 907,628 1,050,16
Other 514,534 607,812 645,727 671,571 640,942 690,990
operating
expense
Operating 144,565 187,748 179,425 195,309 266,686 359,172
income

Interest 5,510 6,158 9,433 6,381 4,771 4,138

expense
Other 348 15,500 23,254 56,703 33,285 4,880
income
(expense)
Income 139,403 197,090 193,246 245,631 295,200 359,914
before taxes
Provision 48,377 69,600 65,619 92,330 97,583 112,559
for income
Net income 91,026 127,490 127,627 153,301 197,617 247,355
from
 continue
Other 10,637 20,006 30,765 36,641 37,661 56,432
Net income 80,389 107,484 96862 116,660 159,956 190,923

Net income 80,389 107,484 96,862 116,660 159,956 190,923

available to
common
shareholders

Chapter – 2
Conceptual background and Literature review

2.1 THEORETICAL BACKGROUND OF THE STUDY

Retail image refers to in which way the retail shop is seen by customers and others. Positioning
refers to how a company creates and builds an image simile to its retail type & its competitors. It
also refers to place the products in the minds of the customers.

For the favourness of retail store a retailer have to design a unequaled, impressive and suitable
image. A retailer should follow few steps and continuous algorithm where all the components are
measured, along with target market features, retail position, advertising, products arrangement,
customer services, pricing level, store locality and physical amenities. It is necessary for grocery
retail chains to unite constant image in all the outlets.

Once the image is well-known in the minds of customers, a retailer is located in high stead
compared to its competitors. It is a difficult task to the international retailers to keep up
consistent image throughout the world as the background of the customers vary from one place
to another place.

A retailer wants a high quality communications approach for suitable position itself in
customers’ mind, as to nurture their shopping behavior. Once clients are attracted the retailers
have to attempt to create an suitable shopping attitude for them.

COMPONENTS OF A RETAIL IMAGE

1. Firms positioning
2. Customer amenity
3. Pricing
4. Shopping practice
5. Community service
6. Target place
7. Characteristics of physical facility
8. Store locality
9. Products attributes
10. Promotional tools

THE CHANGING ASPECTS OF CREATING AND SUSTAINING A RETAIL IMAGE

Forming and sustaining a retail outlet is complex, multi-step and continuous practice. Many
customers will have less time or less interest in shopping for longer period, so the retailers must
work on entertaining the shoppers so that they will spend some time in the store and may
purchase other products and will visit again.

Main aim of all the chain retailers is that the franchisors and worldwide retailers is to keep a
permanent image amongst all their outlets. In spite of of their preparation there will be many
changes among the branches and affect the brand image. It includes management and employee
performance, customer’s profile; competitor’s parking safety and qualities of the immediate area.
Retailers with good images sometimes will be given negative advertising from the customers.
This must be cleared and solved in order to maintain good public image.
Retailers sound, sight, smell, physical attributes will contribute to customer perception towards
the outlet or store. When retailers take active, combined atmospherics method to create a definite
“look”, they will properly display the products, which motivate shopping behavior of the
customers, and it also improves the physical environment, all this involves in visual
merchandising.

STORE ATMOSHPHERE

It is divided into the following elements:

1. Exterior
It includes Number of entrances, Type of entrance, Walkways, Store front, Window display,
parking facility. It will motivate the customers to enter the store.
2. General interior
It includes colors, lightings, scents, sounds, fixtures, merchandise, price display; cleanliness
etc., fashionable retailers interior will be different from discounter’s. It will reflect on the
image desired and also on the costs of doing business.
3. Store outline
The essentials of the store outline are successively scheduled and ratified.
 Distribution of floor allocation.
 Arrangement of merchandise.
 Determination of a traffic-flow pattern
 Assortment of products according to individuals.
4. Display
 It will provide information for customers, create the atmosphere and have publicity role.
 To attract the customers and to spend more time in the store, retailers follow the above
methods.
 Customer communication is more important to all types of the stores to position in the
minds of the customers. Retailers use different physical and symbolic cues.

2.2 LITERATURE REVIEW OF THE STUDY

REVIEW OF LITERATURE:
Sinha P.K, Banerjee A and Uniyal D.P. (2002) in their study tried to understand store choice
behavior of shoppers in the context of the changing retailing environment. They have tried to
identify major drivers behind choice of stores for various shopping needs as exhibited by a
typical Indian consumer. Their study revealed that convenience and merchandise are the
primary reasons behind choosing a store. Proximity of the store, store ambience and
service being other reasons. Grocery stores are chosen more on the basis of their proximity and
long-term association with merchandise. Stores dealing in apparels, books, and music are chosen
based purely on ambience. Consumer durable stores are chosen clearly based on merchandise
and personal referrals available with ambience slightly affecting choice.

Gupta C.P. Agarwal R. and Sinha M. (2008) in their study tried to identify the consumer’s
perception about the variety of products and services available at organized retailing. Also, they
tried to find out the impact of organized retailing on the consumer’s buying behaviour. The study
revealed that consumers are highly appreciating the availability of the variety of
products/services at the organized retailers” and organized retailing has changed the consumers’
buying patterns also. Consumers have started accepting modern retailing and shopping malls for
their shopping as compared to Kirana stores. They even don’t mind travelling 10-14 kms for
their shopping. Good customer service and convenience of parking and other facilities are also
preferred by the customers.

Sinha R.K. (2009) in his study investigated the shopper’s preferences for organized and
unorganized retail formats. Such preferences were investigated along with perception of
functional benefits offered by the two formats of retailing along with demographic and personal
factors. His study resulted in useful insights about better prediction of shopper’s behavior.
Shoppers purchase from more than one outlet in spite of some preferred store or store format.
This indicates that consumers' perception of outlets and preference do not result in patronizing of
retail outlets. Thus, this research revealed that perception of functional benefits; demographic
factors and personal factors have no impact on the overall patronage behavior of shoppers,
towards different formats of grocery retailing. The study says situational factors like any kind of
sales promotion, availability of products, opinions of relatives or it can be verity seeking
tendency and similar factors which may play a decisive role for the shoppers while shopping.
Ghosh, Tripathi and Kumar (2010) in their study conducted in Indian context, attempted to
address issues related to store attributes and their relevance in the store format selection.

Eleven variables (store attributes) had been identified based on theory and judgment. Factor
analysis had yielded three factors: Convenience and Merchandise Mix, Store Atmospherics, and
Services. The factors identified and recommendations made would be of use to retailers in
designing their outlets with store attributes that would meet the expectations of shoppers and thus
motivate them towards store patronage decisions.

Donovan, Rossiter, Marcoolyn and Nesdale (1994) found that pleasant environments
encouraged consumer to stay longer in the selling environment and to make unplanned purchase.
Store atmospheric attributes such as color, lighting, interior decoration or music form the overall
context within which shoppers make store selection and patronage decisions, and are likely to
have a significant impact on store image. Selection of a specific retail outlet involves a
comparison of the available alternative outlets on the evaluative criteria of a consumer

Birtwistle and Shearer, (2001)Developing a strong positive appearance has become essential to
the maintenance of sustained competitive advantage. Research into store appearance has allowed
retailers to create positioning strategies and enabled them to differentiate their stores in terms of
the products and prices or services on offer

Siu and Cheung, (2001) The physical appearance of a store has the greatest impact on the
overall service quality, higher customer retention and higher future consumption, respectively

Kleinman, Rebecca (2002)The writer explains that as stores continue to fill sales floors with
merchandise similar to that of their competitors -- and while a sluggish economy forces many
consumers to tighten their purse strings -- designers who have retail units, as well as specialty
retailers, are seeking out ways to differentiate themselves from each other in order to increase
foot traffic. One sure way to entice shoppers, while reinforcing brand identity and providing a
unique sensory experience, is through sleek and savvy store design.

Underhill, (2009)Most of the buying decisions even the big decisions are made in the store itself
and very few of them are made outside the store. Hence, maintaining a store presentation of
desirable products that are clean, orderly, easy to find, and easy to buy will provide a great
service to the people looking for something special. “The longer a shopper remains in the store
the more he or she will buy. And the amount of time the shopper will spend in the store depends
on how comfortable or enjoyable the experience is”. Hence, it is important that the visual
stimulus and ambience is soothing so that customer remains in the store for longer time. The
more the customer stays in the store/mall and longer they browse through the store, they will
come across more stimuli which in turn will increase their buying behavior.

Da Silva & Syed Alwi (2008), The purpose of this paper is to look into relationship between
the physical aspect of a retail store, product-related attributes, personal interaction with
customers and perceived reliability and corporate brand image in an offline or bricks and
mortar context.
 Chapter – 3
RESEARCH DESIGN

3.1 STATEMENT OF THE PROBLEM

Retail Image refers to the way in which the retailer is perceived by the public. It has become
essential for retailers to develop, maintain, and communicate a compelling, positive image to
foster and sustain Competitive advantage. Therefore my project topic is “A Study on Develop
and Retain a Retail image” of Suzuki Apple Auto in the minds of customers. Once the image is
recognized in customer minds, a retailer is positioned in a niche relative to competitors.

3.2 NEED FOR STUDY

The study is to understand the retail image of Suzuki Apple Auto in the minds of prospects. This
helps the organization to develop and retain the retail outlets as per taste and preference of
consumers and also to position in the market with competitors.

3.3 OBJECTIVES

 To apprehend the significance of retail atmosphere.

 To develop the store layout (space utilization).
 To accomplish how retail image is related to store front.
 To identify the value of store display (POP).
 To identify the prominent attribute about retail store.
3.4 SCOPE OF THE STUDY

 It helps the company to cut down the cost on pilferages

 It helps the company to attract new customers and retain the existing customers through
attractive store atmosphere
 It enables the company to know customers preferred buying mode.

3.5 RESEARCH METHODOLOGY:

Research Design:

Descriptive research method is used in this project because it provides data about the population
or universe being studied. It can describe the situation and answer questions like “Who, What,
When, Where and How” But will not help us to find the cause of the situation.

3.7 Sample Size:

 94 customers of Suzuki Apple Auto

3.8 Sample Technique:

Non Probability Sampling

Sample size

As the estimate of the universe was expensive but on the premise of time, nature and scope of the
ponder it was chosen to choose a test. In this manner the overall test of the display think about
ought to have been 100. The investigate gotten data from customers by using survey. Add up to
100 surveys were conveyed.

3.9 Area of Sample:

 Suzuki Apple Auto at Bangalore

3.8 Data Collection:

 Primary data:
Structured questionnaire
 Secondary data:
Journals
Company web site

3.9 LIMITATIONS OF THE STUDY:

 The report is only limited to Suzuki Apple Auto Bangalore

 This study will be carried out in Bangalore region only, so the findings cannot be
generalized to other cities and localities
 Due to very small sample size since the data cannot be generalized it has a specific
limitation in numbers.
 Due to time constrains it will not be possible to cover all the areas and a large population
 The respondents are biased
 Chapter – 4

DATA ANALYSIS AND INTERPRETATION WITH TABLES AND GRAPHS

4.1Table represents Gender

Particular gender No. of respondents in percentage

Male 53%
Female 47%

Analysis

From the above table we can know that 53% of the customers of Suzuki Apple Auto are male
and 47% are Female customers.

Gender

Male
Female

Fig 4.1 Graphical representation of Gender of respondents

Interpretation
 From the above graphical representation we can know that the purchase of Automobiles is
done majorly by men as they are well aware of the product.

4.2 Table represents Age

Particular age No. of respondents in percentage

18-25 44%
26-40 36%
41-50 11%
51-60 9%
Analysis

From the above table we can know that 44% of them come under the age of 18-25, 36% are
from 26-40, 11% respondent’s age is between 41 to 50 and 9% of them fall at the age of
51-60

Age

18-25
26-40
41-50
51-60

Fig 4.2 Graphical representation Age of respondents

Interpretation
 From the above graphical representation we can know that 18-25 age group people will do
more motorcycle purchase followed by 26-40 age group people. By this we can know that the
usage of motorcycle is done by 21-30 age group people, who have migrate to cities with their
nuclear families in order to search jobs or do their respective jobs.

4.3 Table represents Occupation

Particulars No. of respondents in percentage

Salaried 27%
Self employed 21%
Student 36%
House wife 16%
Analysis

From the above table we can know that 27% respondents are salaried, 21% respondents are
self-employed, 16% of them are house wife and 36% of students visit automobile store to
purchase motorcycle.

Occupation

Salaried
Self employed
Student
Housewife

Fig 4.3 Graphical representation of respondent’s occupation

Interpretation
 From the above graphical representation we can know that students will do more motorcycle
purchase. We can also observe that students population is more than any other. From the
analysis we can know that students visit more automobile store

4.4Table represents education

Particulars of Education No. of respondents in Percentage

Under-Education 32%
Graduation 28%
Post Graduation 34%

Analysis

From the above table we can know that 32% are under educated, 28% of the respondents
have done graduation, 34% respondents are post graduates.

Education

Undereducation
Graduation
Postgraduation

Fig 4.4 Graphical representation of respondent’s education

Interpretation
 From the above graph we can know that more number of Post graduates visit the store to
make motorcycle purchase. By this we can also know that graduates and post graduates
prefer Apple Auto automobile stores then as they prefer for both ambience and quality
product.

4.5 Table represents marital status

Particulars Number of respondents in percentage

Married0 37%
Unmarried0 40%
Bachelor 23%

Analysis

From the above table we can know that 37% of the respondents are married, 40% of the responds
are unmarried and other 23% of respondents are Bachelor.

Marital Status

Married
Unmarried
Bachelor

Fig 4.5 represents the respondent’s Marital status

Interpretation

From the above graph we can observe that 40% of the respondents are un-married. By this we
can know that most of the unmarried person will make a visit to store to make motorcycle
purchase than the other persons

4.6Table represents Family income

Particulars of family income No. of respondents in percentage

0-20000 7%
20000-40000 27%
40000-80000 40%
Above 80000 26%
Analysis

From the above table we can know that 7% of respondents income is rupees 0-20000, 27% of the
respondents fall between rupees 20000-40000, 40% of the respondents income is rupees 40000-
80000 and 26% respondents income is above rupees 80000.

Family Income

0-20000
20000-40000
40000-80000
Above 80000

4.6 Graphical representation of Family income

Interpretation0

From the above graph it is concluded that majority of the customers family income is more than
rupees 40000. The income group of above rupees 40000 spend on purchase of motorcycle in the
Suzuki Apple Auto The income level is more as most of them are working in the silicon city to
lead a luxury life.

4.7 Table showing (RANK ORDER scale) ratings given to attributes

Attributes Ratings Ranks

i. Convenience 93.10% 1

ii. Merchandise 82.34% 4

iii. Nearest 80.69% 5

iv. Name of the Brand 88.40% 3

v. Working hours 90.98% 2

Analysis

94 respondents was asked to rate the attributes for 100 points, in that 93.10 % was given to
convenience by 94 respondents on an average, 82.34% for merchandise, 80.69 % for the nearest,
88.40 % for brand name and 90.27 % for Working hours. The above table is calculated by taking
the average of all the respondents given to individual attributes.
 Attributes

Convenience
Merchandise
Nearest
Name of the brand
Working Hours

Fig. 4.7 graph showing the ratings given for attributes

Interpretation

From the above table we can know that customers are happy with the Convenient as it is ranked
no.1. Later they say that stores working hour which is ranked no. 2. Name of the Brand is ranked
3 and they have given 4th place to Merchandise. 5th place is given to Nearest.
4.8 Table represents most liked factor in Suzuki Apple Auto

Particulars No. of respondents in percentage

Ambience of the store 55%
Service of the store 45%

Analysis

From the above table we can know that 55% of the respondents visit Suzuki Apple Auto due to
ambience of the store and 45% of the respondents visit Suzuki Apple Auto for the service of the
store.

Most liked factor

Ambience
Service

4.8 Graphical representation of Suzuki Apple Auto most liked factor

Interpretation

From the above graph we can know that 55% of the respondents come to Suzuki Apple Auto for
the Ambience of the store. From this we can know that the company is having good ambience.
Every customer aspires for the good ambience which is met by Suzuki Apple Auto.
4.9 Table represents pricing of Suzuki Apple Auto

Particulars No. of respondents in percentage

High 34%
Moderate 44%
Low 22%

Analysis

From the above table we can know that 34% of the respondents feel that the prices are higher,
44% of them say that the prices are medium and 22% of the respondents said that the price is
low.

Pricing

High
Moderate
Low

4.9 Graphical representation of Pricing of Suzuki Apple Auto

Interpretation

From the above graph we can know that the price is medium. Company have fixed reasonable
price for its product and tried to satisfy all the levels of customers. Price of the products keep
changing as per the models, the company fix the price as per the market rates.
4.10 Table represents Store Atmosphere importance

Particulars No. of respondents in Percentage

Yes 78%
No 22%

Analysis

Above table gives information that 78% of the customers gives more importance to store
atmosphere and only 22% of the customers give less importance to the store atmosphere.

Store Atmosphere

Yes
No

Fig 4.10 Graphical representation of efficient atmosphere created in a store

Interpretation

From the above graph we can understand that the efficient atmosphere is created in the store to
make the customers buy the products. Efficient atmosphere is required in a store to do shopping,
if the atmosphere is bad customer will not feel like staying for longer time and visit the store
again.
4.11 Table represents ratings for product arrangements

Particulars No. of respondents in percentage

STRONGLY AGREE 20.0%
AGREE 76.0%
NEUTRAL 04.0%
DISAGREE 00.0%
STRONGLY DISAGREE 00.0%
Analysis

From the table we are able to understand that 20% of the customers Strongly Agree the
arrangements of the products, 76% of them agree with the statement, 4% of the respondents
either agree or disagree about the arrangement of products and there were no ratings given to
disagree.

Product Arrangements

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Fig 4.11 Graphical representation of product arrangements ratings

Interpretation
From the above graph we can know that the products are arranged well in the store as most of the
respondents agree. Product assortment will help the customers to choose the required products
easily.

4.12 Table represents the Type of Music customer likes

Particulars No. of respondents in percentage

Classical 14%
Jazz 12%
Pop 12%
Melody 12%
Folk 18%
Devotion 14%
Holiday 12%

Analysis

From the table we can see most of the customer likes the Folk music and the next is Classical
music and as on Jazz, Pop, Melody and Holiday so on. This how the customers like the type of
music when they visit store.
 Type of music

Classical
Jazz
Pop
Melody
Folk
Devotion
Holiday

Fig 4.12 Graphical representation of the Type of Music

Interpretation

From the above graph we can get to know customer do like the music when they visit the store to
purchase the motorcycle and different customer have different taste in music by this graph we
can see what all music the customer likes.

4.13 Table represents the Color scheme customer likes

Particulars No. of respondents in percentage

Green 15%
Blue 9%
Black 9%
Violet 9%
Yellow 18%
Red 20%
White 20%
.
Analysis

From the above table we can see 20% of the respondents like White and Red color which is in
first and Yellow is coming after these two and it is also placed in second place and then comes
the Green in third place and so on.

Color scheme

Green
Blue
Black
Violet
Yellow
Red
White

Fig 4.13 Graphical representation of the color scheme

Interpretation

From the above graph we can get to know that people also likes the color scheme in the store,
this also attracts more number of customer to the store as most number of respondents like the
color white and red more than any other color.
 4.14 Table represents the Store Lighting attracts the customer

Particulars No. of respondents in percentage

Strongly agree 34%
Agree 26%
Neutral 26%
Disagree 10%
Strongly disagree 4%
Analysis

From the above table we can see the customers responses towards the store lighting,34% of the
customers are strongly agree with the store lighting and 26% of the customer agree the store
lighting and 26 % of the customer says either like or dislike the lighting and the rest of them are
disagreed with the store lighting.

Store lighting

Strongly Agree
Agree
Neutral
Disagree
Strongly disagree

Fig 4.14 Graphical representation of the store lighting

Interpretation

From the above graph we can know that store lighting attracts the customers as there is 60% of
the customers agree with the statement. By this we can know that store lighting attracts the
customers to visit the store.
4.15 Table represents the Sense of smell affect the purchase decisions

Particulars No. of respondents in Percentage

Yes 49%
No 39%
May be 12%

Analysis

From the above table we can know that the customers also likes the sense of smell in the store.
49% of the respondents says that with sense of smell in the store it affects the purchase decisions
while 39% of them says no it doesn’t affect their purchase decision and 12% says that it may or
may not affect their decision of purchase.

Sense of Smell

Yes
No
Maybe

Fig.4.15 Graphical representation of the Sense of Smell

Interpretation

From the above graph we can see that most them says Yes to the sense of smell and they like it
too while some of them says no to the sense of smell and some customers says it may affect or it
may not affect the purchase decision.

4.16 Table represents the preference to the Flooring

Particulars No. of respondents in percentage

Tiles 32%
Vinyl 8%
Hardwood 34%
Granite 15%
Laminate 11%

Flooring

Tiles
Vinyl
Hardwood
Granite
Laminate

Fig 4.16 Graphical representation of Flooring

Interpretation

From the above graph we can get to know that most of the respondents like Hardwood for the
flooring and place in the first and Tiles is preferred as the second one and others are also
preferred for the retail flooring.

4.17 Table represents the Cleanliness of the Store

Particulars No. of respondents in percentage

Very satisfied 38%
Satisfied 27%
Not satisfied or Not dissatisfied 18%
Dissatisfied 13%
Very dissatisfied 4%

Analysis

From the above table we can get to know that 38% of the respondent are Very satisfied with
Cleanliness of the store and 27% of the respondents Satisfied with the cleanliness of the store
and only 20% of the respondents are dissatisfied with the cleanliness.
 Cleanliness

Strongly Agree
Agree
Neutral
Disagree
Strongly Dis agree

Fig 4.17 Graphical representation of the Cleanliness of the store

Interpretation

From the above graph it is clear that store is clean and tidy. 65% of the respondents agree that
store is clean. Cleanliness of the store plays vital role in satisfying customer. This will even
attract the customers to enter the shop.
Table 4.18 Represents the Extended activities leads to increase in Customer base

Particulars No. of respondents in percentage

Strongly agree 25%
Agree 21%
Neutral 22%
Disagree 18%
Strongly Disagree 10%

Analysis

From the above table we can get to know that 25% respondents are strongly agreed with this
statement and 21% of the respondents agree to this statement and 28% of the respondents are not
agreed with the statement.

Extended activities

Strongly Agree
Agree
Neutral
Disagree
Strongly disagree

Fig4.18 Graphical representation the Extended activities helps to increase in customer base

Interpretation
From the above graph we can get to know that most of the respondents agree that the extended
activities will leads to the increase in customer base and very less number of respondents are
disagreed with the this statement.

Table 4.19 Represents the Products of Suzuki customer likes more

Particulars No. of respondents in percentage

Hayabusa 38%
Gixer 19%
Access 125 25%
Intruder 18%

Analysis

From the above table we can get to know that most of the people likes the Bike Hayabusa as it is
the sports bike with a high features and it stood in first place , while Access 125 is having 25%
and in the second place which is moped in nature and Gixer is in the third and Intruder is in last.

Most liked product

Hayabusa
Gixer
Access 125
Intruder

Fig 4.19 Graphical representation of most liked product of Suzuki

Interpretation

From the above graph we can consider that Majority of the respondents were happy with the
Hayabusa that Suzuki has come up over the period of time.