 TITLE

AN ANALYTICAL STUDY OF CUSTOMER BRAND AWARENESS

ON ‘MARUTI ALTO”

 INTRODUCTION
Brand awareness refers to the extent to which customers are able
to recallor recognize a brand. Brand awareness is a key consideration
in consumer behavior, advertising management, brand management and
strategy development. The consumer's ability to recognize 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.

 WHAT IS BRAND AWARNESS?

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. Brand awareness is also central to
understanding the consumer purchase decision process. Strong brand
awareness can be a predictor of brand success. 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.
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
Determine the consumers expectation about Maruti Alto
Determine the factors effecting buying behavior
Determine consumers attitude towards Maruti Alto

SUGESTIONS
Consumer should be aware about brand about brand and should
adequate knowledge about that brand before buying it

 LIMITATION OF THE STUDY

1. Sample size taken for the study is only 30 which is small number to arrive at
un biased conclusion
2. Because of the time constraints a detailed study is not possible.
3. Scope of the study is restricted

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

 WORKING DIFINITION
Brand awareness is when people recognize your brand as yours. This
dies bit 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.

 CLASSES OF RESPONDENT
1. people from various categories using different brands
 SAMPLE SIZE
1. Sample size of study of 30 people

 SOURCE OF DATA
1. The data collected from the sample population with the help of questionnaire.
Information was collected with the help of formal discussion with the
respondents.
2. the study were collected through various secondary sources. This includes
library references, journals, magazines, previous studies and internet

 METHODS OF DATA COLLECTION

1. 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.
2. 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
1. Graphs and tables are used to analyze the data

 TOOLS USED FOR ANALYSIS

1. TABLE
2. BAR DIAGRAM
3. PIE CHART
4. 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

 ORGANISATION STRUCTURE

1. Chairman- _ Mr. R. C. Bhargava

2. Managing Director and CEO – Mr. Shinzo Nakanishi
3. Director _ Mr. Manvinder Singh Banga
4. Director _ Mr. AmalGanguli
5. Director _ Mr. D. S. Brar
6. Director _ Mr. Keiichi Asai
7. Director _ Ms. Pallavi Shroff
8. Director _ Mr. Osamu Suzuki
9. Director _ Mr. Shuji Oishi
10. Director _ Mr. Kenichi Ayukawa
11. Director and Managing Executive Officer (Production)-Mr. Tsuneo Ohash
 LITERATURE REVIEW

BRAND AWARNESS

1. 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.”
2. 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.
3. 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 conceptualize
brand awareness simply as its measures, that is, knowledge that the brand is
a member of a particular product category, e.g. soft-drinks.
4. Brand recognition - Either the brand name or both the brand name and
category name are presented to respondents.

 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.

WEBSITE
4. www.wikipedia.com
5. www.popularv.com
6. www.marutisuzuki.com
7. www.gaadi.com

Prof Mrs. Manjusha kulkarni Mrs. Amol Pundlik Dhadawad

( project guide) ( signature of candidate)