INTRODUCTION

Introduction to Consumer Behavior: Consumer Behavior may be defined as The Behavior that consumers display in searching, using, evaluating and disposing of products and services that they expect will satisfy their needs. It refers to the study of how individuals make decisions to spend their valuable resources. So it is indispensable for the marketers to know the Consumer decision process. Consumer Buying Process: Need Recognition: The buying process starts when the buyer recognizes a problem or need. The buyer senses a difference between his own state and desired state. The need can be triggered by internal stimuli like hunger, thirst, sex or by external stimuli like advertisement, friends, relative, etc., the marketer needs to identify the circumstances that trigger a particular need. Information Search: The search begins when a consumer perceives that a need might be satisfied by the purchase and consumption a need might be satisfied by the purchase and consumption of a product. The recollection of past experiences might provide the consumer the adequate information. On the other hand if the consumer had no prior experience, then he searches the information in the outside environment. environment includes friends, advertising sales persons, etc. Here

Evaluation of Information: The marketers is interested in knowing how consumers process the information gathered during the search process once the Interest in the product is aroused; the person makes final decision using certain evaluative criteria like product attribute, relative importance of each attribute to the Consumer, Brand image, etc. The evaluation stage represents the stage of metal trial of the product. Purchase Decision: After the evaluation, the Consumer develops the intention either to purchase or reject the product. The final purchase will how ever depend on the strength of positive intention i.e., the intention to buy. Post Purchase Decision: After purchase and consumption of a product, consumer experiences some level of satisfaction or dissatisfaction. The marketer has to study the post purchase attitude of the consumer to predict their post purchase actions.

NEED AND IMPORTANT OF THE STUDY

Now a days car industry is one of the growing sector where so many companies which entered into car industry. consumer behavior is the most important which explains the consumer is expectations and perceptions is explains the reason fir grow of car industry so the study of gives an idea of about various factor influencing to buy a Marti car brand

Objectives of the study: 1) To find out the consumer behavior of Maruti cars 2) To find out the various factors which influences the buyer behavior towards Maruti cars. 3) To provide a better service.

SCOPE OF THE STUDY

The scope of the study is to collect the data from the respondents through questionnaires. This questionnaire reference to the objectives stated and analysis of the data with a view to suggest favorable solution to the various problems related behavior of the consumers.. This project survey on Consumer Behavior provides information with regard to the satisfaction level of the customers of the company what are they feel of post purchasing and pre purchasing behavior of the consumers.

Research Methodology The data has been collecting from various sources. The respondents have expressed their views about their Consumer Behavior. This data was collected with the help of a questionnaire survey conducted in the twin cities of Hyderabad and Secundrabad between 20th February, 2010 to 05th April, 2010. PLAN OF ANALYSIS: The analysis will contain tables and Graphs wherever necessary and the description and inference from the analysis will follow. The collected data is classified, tabulated, analyzed and interpreted by preparing tables using some suitable statistical techniques. The use of the graphs and pie charts and bar also been used in analyzing the data of the study.

All the above data is used to interpret and conclusions have been drawn. This dissertation will also reveal the information about the Consumer Behavior On Maruti cars.

GENERAL INFORMATION: This is information regarding the awareness among the respondents about Maruti products. The media which created this awareness in them and the effectiveness of the media used for advertising. SPECIFIC INFORMATION: This deals with the information regarding the Consumer Behavior and the information about the after sales & service it also deals with information on the suggestions of the company about the products.

Sources of the data:

The data has been collected and gathered from the following sources. Primary data: Primary data has been collected form the questionnaires, which were used to interview the respondents. It is obtained from the survey conducted on the authorized dealers, mediators and customers. Secondary data: The data can be obtained from various sources like books, magazines journals, records from internet and annual reports of the Indian pharmaceutical reviews etc.

LIMITATIONS:
The study is confined only to Hyderabad City, and result cannot be generalized to the whole market. Due to time constraint only some respondents were interviewed. The survey was carried out for 45 days only. Few respondents were not interested to give the accurate

information. Only 100 samples were covered, time being the main constraint.

COMPANY PROFILE

Mr.V.Prabhu Kishore founded the VARUN GROUP COMPANIES in 1992 at VISAKHAPATNAM by undertaking BAJAJ AUTO dealership. From a monthly sale of Rs.200, two & three wheelers intialy, it has reached to a monthly sales volume of 2500units.As of now; approximately 1,50,000 two & three wheelers are delivered by M/s VARUN MOTORS Ltd. The VARUN GROUP took Maruti Udyog Ltd., dealership in 1996 out of sheer merit with one of Indias largest and most modern automobile showrooms measuring 18,000 sft. As of now, it has sold close to 25,000 cars. On account of M/s VARUN MOTORS Ltd, good work at Vizag Maruti Udyog Ltd. awarded Hyderabad sales & service outlet to VARUN MOTORS Ltd. M/s VARUN MOTORS LTD is the number one dealer in sales and service for Maruti Udyog Ltd in the state of Andhra Pradesh. As on 31 st Marc 2006, VARUN MOTORS LTD., sold 7744 vehicles in the state and serviced VARUN GROUP is also involved in hire purchase and finance with its associate firms, Varun Finance, Varun Leasing & Lakshmi Finance, actively involved in hire purchase and financial activities to the tune of 850 lakhs. VARUN GROUP is also involved in construction of residential and commercial Complexes in Hyderabad, Bangalore, Visakhapatnam and VijayaWada. so far 5.0 lakh sft. Of residential and office accommodation has been successfully built and handed over to the buyers by associated Companies viz., Varsha Builders pvt.ltd., and Continental Builders.

As of now the Varun group is engaged in such diverse business as dealership of Vehicles, Hire purchase, Construction, transportation and mobile phones. It has over 2,000 employees on its pay role with an annual turnover of Rs.600 crores with outlets in Hyderabad, Visakhapatnam and VijayaWada. It is targeting to achieve a turnover of Rs.650 crores for the current year making it one of the fastest growing companies in the state. As recognition for our committed customer service we got the ISO 9002 certification. Following are the various services, which are available to the customers of the Varun Motors: 1. FINANCIAL SERVICES: There are 3 financial centers in the showroom for providing financial assistance to the customers. They are 1) Maruti Country wide financial services, 2) Cholamandalam Investments 3) HSBC. The customer & can utilize this opportunity from any for these counters depending on their will and wish. 2. FREE CHECKUP CAMPAIGN: The basic objective of providing the free checkup service to Maruti customers was to increase the awareness of the facilities, which are available with the dealer, coupled with an awareness drive on the usage of the genuine spare parts. Further free service and check up point can be organized at various strategic points, such as at, at petrol bunks, near high way etc., to carry out the checks on Maruti vehicles. On the other hand, at the time of free check up campaign they will give the owner of the car a pollution control certificate.

3. MARUTI ON ROAD SERVICE: This is the new service concept, which was introduced by the Maruti Udyog Limited. Under this concept, whenever an owner of Maruti faces any problem with the vehicle, wherever he may be, he can inform the same to the nearest dealer about the dame. On the receipt of the message the dealers concerned will send the technicians to the required spot for doing the repairs on the spot itself. For rendering those services they will charge nominal amount. The same service is also available at Varun Motors, the customers can avail this service by information the dealer through the fax no. 0407764455. 4. CUSTOMER INTERACTION PROGRAMMES: At Varun Motors, customer interaction programmes will be conducted very frequently. The discussion with the customers will be held in the areas of. Vehicle delivery Availability of Spares Product failures Warranty claims, and personalized service The type of interaction programmes will be of programmes would be helpful in building relationships with the customers as well as in their retention. 5. DISTRIBUTION OF PRINTED MATERIAL: Distribution of printed material such as hand books, leaflets, broachers etc giving important information in case of an accident, among the customers.

6. TEST DRIVE: Service organizations as a promotional initiative, offer a test drive on their latest model. In Varun Motors also customers can use this facility. Before going to purchase the vehicle if the customer wishes to take a test drive of the vehicle for the purpose of knowing the vehicle condition and its suitability, he can do the same, intimating the same to the executives concerned. 7. PAYMENT THROUGH CREDIT CARDS: Customers can use the facility of payment through credit cards, which is available at Varun Motors. Relationship Marketing as well as retention of customers at Varun Motors. In spite of the above said various service and interaction programmes the executives of the Varun Motors used to call the customer within a week of delivery to make sure things are all right. Further more sales executives explain and demonstrate the features of the car to the customers at the time of delivery, so that the customer faces no problems whatsoever in operating any of the features.

These are some of the steps that should be taken to ensure customer satisfaction and there by increase loyalty. Finally, one attitude to solve every problem that a customer faces. This is the only way to satisfy the customers and to build a longterm customer relationship. Objectives of the company in established are: To carry on the business of selling and servicing in all kinds of car related to Maruti Udyog. To carry on business of selling spares and accessories of all description and types.

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 To carry on business of buying used cars and selling them.

INDUSTRY PROFILE
HISTORY: The first successful self-propelled road vehicle was a steam automobile invented in 1770 by the French engineer Nicolas Joseph Cugnot. In the same year (1885) Kart Benz the German mechanical engineer designed and built the worlds first practical automobile to be powered by an internal combustion engine based on Ottos design. It was a three wheeled machine. Nicolaus August Otto invented a 4 stroke gas motor engine in 1876. This engine operation formed the basis of the future of the internal combustion engine. In the 1885, Gottlieb Daimler invented a gas engine that allowed for a revolution in car design as it achieved speeds many times more than any previous engine. In 1886, Daimler took a stage coach and adapted it to hold his engine, there by designing the worlds first four-wheeled automoblie.Some time later Daimler and Benz merged to form the company Daimler Benz Nicolaus August Otto invented a 4 stroke gas motor engine in 1876. This engine operation formed the basis of the future of the internal combustion engine. In the 1885, Gottlieb Daimler invented a gas engine that allowed for a revolution in car design as it achieved speeds many times more than any previous engine.

TOP THREE MANUFACTURES: MARUTI TATA MOTORS

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 HYUDAI BACKGROUND: Maruti Suzuki Limited (MSIL) was established in Feb 1981 through an Act of parliament, as a Government company with Suzuki Motor of Japan holding 26 percent stake. It was entrusted the task of achieving the following: Modernization of the India Automobile industry. Production of vehicles in large volumes. Production of fuel efficient vehicles. Suzuki was an obvious choice because of its unparallel expertise in small cars. The joint venture agreement was signed between Government of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982. The company went into production in a record time of 13 months and the first car was rolled out from Maruti Suzuki India Limited Gurgaon in December, 1983. FIRST CUSTOMER:

Mr.Harpal Singh, Marutis first customer, proudly received the keys of the Maruti 800 car from the Prime Minister Smt. Indira Gandhi on December 14, 1983.
MARUTI MAINTAINS THE LEAD:

The over crowded Indian automobiles market will remain too small to sustain all the Worlds automakers in the new century.

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The Indian government followed a strict regulatory policy for the past 45 years of its independent existence and restrictions in foreign collaborations
led to limitations on the import of technology. This was slightly different in the preindependent era (from 1898 that is, when the 1st car was seen on the streets of India). Cars were freely improved to satisfy the demand of the British sahibs or the affluent few Indians, the import of vehicles crossed the 30000 mark in1946: premier Automobiles Limited (PAL) started assembling Dodge and Plymouth models in India, thus making Indias first cars, and in 1949, Hindustan Motors, which was making auto components till then, made its first car that was to become the Ambassador. During the period 1948-50, the Indian passenger car industry could produce only 9,267 cars, out of which 97% were manufactured or assembled by the two companies, namely, Hindustan Motors, and the rest 3% by standard Motors. Why didnt any more cars start coming in till the 1980. Well, the government wanted to develop an indigenous automobile industry, for which it decided to throw out marketer that didnt have a local factory and kept local manufacturers protected from foreign competition. Ford, General Motors (GM) and others left the country in tact till the 1980s. The government too controlled car prices. The year of the license raj these would be called. The demand for cars increased from 15.714 in 1960 to 30,989 in at a compounded growth rate of just 3.5% per annum. Zoom forward to 1983. The Government decided to get into the automobile business, with a 74.5% stake in Maruti Dog Limited, a joint venture (JV) with Suzuki Motors of Japan. MUL introduced the Maruti 80 in 1983, and positioned it as the peoples Car, at a very low price tag of Rs.40,000 Ambassadors cost was Rs.90,000 and Fiat cost Rs.70,000 then the car quickly become part of the urban landscape and changed. Indias concepts of quality, family transport, status symbolism, consumerism, foreign technology every thing. To day, MUL is one of the Indias leading business organizations in the automobile sector. It boasts a turnover of Rs.818 billion (2002-2003) with net profits of Rs.5.2 billion. In fact, it is one of the biggest success stories in India and with no competition till

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five years back. Even today, it accounts for two out of every three cars that hit Indian roads. It was in 1993, that decision to de-license the Indian auto industry which in the opening up of the market. Hyundai Motors India Limited, which interested in 1998, has been giving MUL a run for its money in the premier small car segment (with car in the price bracket of rest.3.-5 lakhs). In 1999, the size of this segment was about 2.1 lakh units. Maruti has a strong contender here in the guise of the Maruti Zen (1,000 c.c batch also sells in Europe as the Suzuki Alto). However, Hyundais Santro (1,000 cc tall boy design batch back, in the same price segment has sold 52,000 units in under a year. In the midst of Zen-Santro tussle came the Daewoo Matiz. It got off to slow start, but sales have been steadily picking up. The Matiz got mixed reviews in auto journals, but one point ruled in its favour; it looked cute. Like the new Beetle. A little too cute for male buyers, some said. In the meanwhile, Fiat India Automobiles Fiat Uno has staged a minor turnaround in the most existing segment despite its dated boxy look. Price wise all players have begun to offer various models, priced just below or above that of a competitor, with more features and value added services (such as unlimited mileage warranty). Telco did create quite a stir in the same market with its much-hvped launched of the indigenously developed TATA INDICA. However, after a year of being in the market, Telco has managed to sell only about34,000 units of it in India. The other brand that is hoping to develop a clear personality and smuggle into the firm spot of the consumers mind space, is Fiat Siena, which stands diametrically opposite to the Icon. Siena is positioned as Indias safe car (a la Volvo).

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During the past ten years, the production of passenger cars has registered a massive growth of 118% in the country. With many competitors in the market, Maruti still remains the leading player with sales of car much more than the combined sales of all other cars, The passenger car industry in India during the past two decades registered an impressive growth. This can be evidently noticed from the vehicle population that showed more than five fold increase by touching a new high of four million cars in 1998. The estimated vehicle population statistics for March 1998 placed Delhi at the top position with the largest number of registered cars (8,71,479), followed by Maharashtra (5,81,994) and Tamilnadu (3,67,118), subsequently, Lakshadweep was ranked at the bottom with only six cars in the same year. In 1951, the proportionate share of cars in total vehicles was 52% but afterwards it showed declining tendency and never regained its earlier status. The continuous falls in the shares were affected by simultaneous increases in the shares of other vehicles. The car population is not that much widespread in our country as in human population, rather it is concentrated in a few developed states.

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INTRODUCTION OF INDUSTRY
Maruti is Indias largest automobile company. The company, a joint venture with Suzuki Motors of Japan, has been success story in the Indian automobile industry. The Company Mission: To provide a wide range of modern, high quality fuel efficient vehicles in order to meet the need of different customers, both in domestic and export markets. The Company Vision: A. It must be an internationally competitive company in terms of product and services. B. It most retain leadership in India and should also aspire to be among the global players. The focus should be on: Building a continuously improving organization adaptable to quick changes. Providing value and satisfaction to the customer. Aligning and fully involving all our employees, suppliers and dealers to face competition. Maximizing shareholders value. Being a responsible corporate citizen.

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HISTORY: When Maruti entered the Indian car market to fill what it perceived as two very glaring needs. One, to provide fuel efficient, low-cast vehicles, which were reliable and of high quality. Two, to offer customers a friendly sales and after sales service. That is total automobile value and customer satisfaction MILESTONES: 1981: Maruti Suzuki India Ltd was incorporated under the provision of the Indian companies Act, 1956. 1982: Maruti Suzuki JV agreement signed between Maruti Suzuki India Ltd. And SMC of Japan. 1983: Maruti 800, a 796 cc hatchback, Indias first affordable car. Production was started under JVA. 1993: May 1st Zen unveiled at a world premier. 1994: Esteem 1.3L (1298cc, 3 box cars) LX. With the launch of second plant, installed capacity reached 2, 00,000 units. 2000: First Car Company in India to launch a Call Center. New Alto. 2007: Swift diesel launched New car plant and the diesel engine facility commences operations during 2006-07 of manufacturer in Haryana. SX4 luxury sedan launched with the tag line luxury men back. Maruti launched Grand Vitara. 2010:.Maruti Suzuki also expects to begin export of about 200,000 cars per year and the new Manasar assembly plant will contribute majorly to this number

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PRODUCTION/ R & D: 1st vehicle produced, December 1983. 1, 00,000 vehicles produced by August, 1986. 20,00,000 vehicles produced by October, 1997 40, 00,000 vehicles produced by April, 2003.

CAR COMPANIES IN INDIA MARUTI FORD HONDA HYUNDAI MAHINDRA BAJAJ TEMPO HINDUSTAN MOTORS TATA TOYOTA MERCEDES BENZ SKODA GM: (CHEVROLET) FIAT SAN ENGG.etc

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MODELS IN MARUTI SUZUKI CARS:

Maruti 800 Omni Alto Zen Swift (petrol & gas) Wagon-R (petrol & gas) Esteem Baleno Grand Vitara XL.7 Auto car Gypsy Versa SX4 Swift Desire

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MARUTI SUZUKI CARS FEATURES

MARUTI 800: Economy: Remarkable fuel efficiency. The Maruti 800 has topped every fuel efficiency survey conducted in the past. Altocar April 04 test, 800 once again tops the petrol list. Lowest fuel cost per kilometer. Also the lowest cost of maintenance Comfort: Slim external dimensions, and excellent all round visio. Better Lifestyle Own Indias most popular car for as low Rs. 2599/-p.m Enter a whole new world of comfort and safety. Safety: Front & rear seat belts. Side impact beams. Laminated Windshieted Additional body reinforcements

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OMNI:
COMFERT: Space BIG interior dimensions. Ample Head room, leg room and shoulder room. Along with ample luggage room Environment Friendly Multi Fuels Petrol LPG ECONOMY: Omni has in extremely low owner reported running $ maintenance costs amongst all vehicles in India, NFOTCS2003 study. SAFETY: Front safety rod. Front Disc Brakes and 5 inch rear drum brakes. Laminated windshield

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ALTO:
GLOBAL ACCOLADES: The Global Car: Exported too many countries, including advanced countries in Europe like the U.K Holland etc. Doing very well its in segment around the world. Parekers car price guide U.K gives it the following ratings: COMFORT: Its Cool. Supper cool AC. Powerful and effective compressor. SAFTY: Safe & Reliable Adhering to stringent international safety standards Highly rigid monocoque frame Rear door child safety look 3 star on value 4 star on running cost 3 star on reliability.

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 Non jumping doors

ZEN (ESTILO):
STYLE: International Monoform Styling Unique bean shape Swept back shape.

COMOFORT: New seats with improved thigh and lumbar3 spoke steeling wheel. Remove Keyless Entry System Out side rear with mirror (R/L) Back Door Opener Co-driver Side Front Door Lock Speaker Provision

SAFETY: Total Effective Strength Structure (TESS). Collapsible steering column Laminated front windscreen

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 Air Bag

WAGON R
STYLE: Original tall boy design New projector type Headlamps with cats eye design COMFORT: 3 Spoke Steering Wheel. New profile seats with Head Restraint. SAFETY: Meets stringent international safety norms Headlamp leveling Good visibility with high seating position.

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ESTEEM:
STYLE: Sparkling clear lens headlamp units Clear lens front grille New trunk lid garnish COMFORT: Spacious controlled seats Height adjustable driver seat Central locking Power windows Power steering SAFETY: Monocoque body with rigid passenger cell and front and rear crumple zones Collapsible steering column Front ventilated disk brakes and rear self adjusting drum brakes

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IFT:
COMFORT: Front electric windows Rear electric windows Central door locking Air conditioning Heater Antenna SAFETY: Seat belts (rear) High mounted stop lamp Child lock (rear door) Key not removed Warning buzzer

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BALENO:
SAFETY: Rigis monocoque body with front and rear crumple zones. Side impact beams Collapsible steering column Ventilated brake disks and self adjusting rear drum brakes Front height adjustable seat belts COMFORT: Spacious seating with adequate head, leg and shoulder room An AC rated even better than the Mercedes S Class! (Overdrive)

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SX4:
Air conditioner (manual) Front door pockets (both sides) Front seat back pockets (both sides) Center room lamp Remote operated fuel tank lid Leather steering wheel Adjustable head rest a9front & rear) SAFETY: 3 point ELR front seat belt pretensioners & force limiter 3 point rear seat belts (2) and 2 point lap belt (1) Side impact protection beam Door locks canceller (front only)

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SWIFT DESIRE:
SAFETY: Dual front air bags Wshion the front seat occupating in case of a head on collision. Collapsible steering column Minimized injury on impact Seat bealts with safity on handling pertensioners and force limiter. Anti lock breaking systems(ABS): Booster assist drevent uncotroled skids.

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VERSA:
COMFORT: Flexi Seating: 1st row option: Slide and recline the front row seats to adjust space between the first and middle rows. 2nd row option: Bucket type seats with reclining and sliding facility. Bench type seats with back folding forward and third seat folding up. Bench seat folds down into a table. 3rd row option:: Large suitcases? Fold down and somersault the third row seat. SAFETY:

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 Dynamic Safety Surround System Steel pipe frame in rear seat Collapsible steering column Height adjustable head restraints Childproof locks.

GRAND VITARA XL-7:

COMFORT Seating for 7 or cargo of various sizes! Reclining 1st, 2nd, &rd row seats Sliding 1st and 2nd row seats Split folding seatbacks for 2nd and 3rd row 2nd row can fold into a table Leather Seats SAFETY: Highest safety rating by U.K crash testing agency I.I.H.S Over all rating is Good

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 Secure ISO-FIX Child seating system Dual front airbags

THEORITICAL CONCEPTS
CONSUMER BAHAVIOUR DEFINATION: The term is defined as the behavior that consumers display in searching for / purchasing, using, evaluating & displaying of products and services that they aspect which will satisfy their needs it focuses on individuals to make decisions which includes, what they buy, why they buy, when they buy, where they buy and how often they buy. Determinants or Factors influencing Consumer Behavior:Consumers do not make purchase decisions in a vaccum. Their buying behaviors are influenced by cultural, social, personal and psychological determinants/factors. Most of

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these factors are uncontrollable and beyond the hands of the marketer, however they have to be considered while trying to understand the complex buyer behavior. Cultural Factors: Culture Sub culture Social class Social Factors: Reference group Family Role and Status Personal Factors: Age and Stage of Life cycle Occupation Economic circumstances Life style Personality and self concept

Psychological Factors: Motivation Perception Learning Beliefs and Attitude Cultural Factors:Cultural factors have the deepest influence on consumer behavior. Culture:

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Culture is the most basic fundamental determinant of persons wants and behaviour. Right from the time of his birth, a child grows up in a society learning a certain set of values, perceptions, preferences, behaviour and customs, through a process of socialization involving the family and other key institutions, today we can see that a lot of importance/value is given to the success and achievement, efficiency pragmatism, material comfort, individualism, freedom etc. all these will have a bearing on a child growing up and will also be seen in his buying behaviour. Marketers are always trying to see if there is a cultural shift and develop products accordingly. Some of the prominent cultural shifts today are: Leisure time Health conscious Informality

Sub Culture: Each culture will contain smaller groups of sub culture that provide more specific identification and socialization for its members. In other words, to segment larger societies into smaller subgroups (sub cultures) that are homogeneous in relation to certain customs and ways of behaviour. These sub cultural divisions are certain socio cultural and demographic variables like nationality, religion, geographic locality, caste, age and sex. Each sub culture may have certain distinct tastes, preferences and even life styles. Social Class: It may take the form of cast system where the members of different casts are reared for certain roles and cannot change their caste membership. It also influences buying behaviour, social classes show distinct product and brand preferences in purchase decisions related to clothing and jewellery, leisure activity and automobiles. Higher social class customer may prefer to purchase cloths and toys for their children from Kempfort at Bangalore, where as lower

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social class customers may prefer to shop at small retail outlets. The social classes also differ in their media exposure, with higher social class consumers having grater exposure to magazines and news papers. When lower class consumers read magazines, they tend to be romance and movie/film magazines. Thus the marketing manager must design and advertising layout suitable to the target social class. Social Factors: A consumers behaviour is also influenced by social factors, such as consumers reference groups, family and social role and status. Reference Groups: A persons reference groups are those groups that have a direct (face to face) or indirect influence on persons attitudes or behaviour. Group having direct influence on a person could compromise of people with whom the person interacts on a continuous basis, such as family, friends, neighbors and colleagues. Some times a person may also be directly influenced by some -social organizations such as religious organizations, professional associations and trade unions. And, some times consumers are also influenced by groups to which they do not belong (aspirational group) or a (disassociative group) whose values or behaviour on individual rejects. Family: Members of the buyers family can exercise a strong influence on the buyer behaviour. Marketers are interested in the roles and relative influence of the husband, wife, children and parents on the purchase of a large variety of products and services. The marketer is interested in knowing which member normally has the greater influence on the purchase of particular product or service. In nuclear family, the husband is more dominant, some times the wife is more dominant or they have equal influence.

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 Role and Status: A person is a member of many groups family, clubs, organizations etc. and the persons position in each group can be defined in terms of role and status. Personal Factors:A consumers purchase decisions are also influenced by personal characteristics namely the buyers age and stage of life cycle, occupation, economic circumstances, life style, personality and self concept. Age and Stage of Life Cycle: Peoples choice of goods and services changes over their life time. This change can be observed right from childhood to maturity especially in tastes and preferences related to cloths, furniture and recreation activities. The stage of life cycle can be said to be a psychological feeling of a certain transformation taking place as they go through life, and experiencing sudden changes in consumption patterns.

Occupation: A persons occupation has a direct effect on his choice of goods and services. Marketers will have to identify which occupational group will be interested in their products and workout marketing strategies to communicate about their products and service to the relevant occupational group and induce a positive buying motive in the particular consumer. Economic Circumstances: A persons economic circumstances consists of his/her disposable income (amount, stability and time pattern) savings and assets (liquid, moveable and immoveable) ability to borrow and attitude towards spending v/s saving. The marketer has to do proper market analysis and research and produce, price and

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promote their products and services, so as to motivate people to purchase the same. Life Style: A persons life style differs to the persons pattern on living expressed through his/her activities, interests and opinions. Life style of a person conveys more than the persons social class or personality alone. Knowing a persons social class will help in inferring about what the persons behaviour is likely to be. Thus, the marketing manager will have to workout a marketing strategy which will indicate a relationship between a product brand and life style of the product user. Advertising managers workout layout through story board which will be symbolic to life style of the target market. Personality and Self Concept: Each person has got a distinctive personality which will influence his/her buying behaviour. Personality may be defined as the persons distinguishing psychological characteristics that lead to relatively consistent and enduring responses to his/her own environment.

Psychological Factors:For the purpose of understanding consumers buying behaviour, four major psychological determinants- motivation, perception, learning and beliefs and attitudes are discussed as under: Motivation: Motivation can be said to be the inner drive i.e. sufficiently pressing and directs the person to seek satisfaction of the need. Satisfaction of the need reduces the felt tension. Perception:

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Perception is the process of selecting, organizing and interpreting or attaching meaning to events happening in environment. How a motivated person acts will be dependent on how he/she perceives the situation. People emerge with different perceptions of the same stimulus because of three perceptual processes: selective exposure, selective distortion and selective retention. The following factors also play a role in the perception process of the consumer. Perceived Risk Attribution Process

Learning: When people act, they learn. Learning describes changes in an individuals behaviour arising from experience. Most human behaviour is learned, learning theorists say that a persons learning is produced through the inter play of drives, stimuli, responses and reinforcement. The marketers should try to build up the demand for their products by associating it with strong drives, using motivating cues and providing positive reinforcement. Conversely, the marketer must also ensure the consumer will not shift away from a favorable brand due to negative reinforcement.

Beliefs and Attitudes: Through learning, people acquire certain beliefs and attitudes and in turn this influences their buying behaviour. A belief is a thought that a person holds about some thing. People act based on their beliefs. These beliefs help in building up product and brand images. Attitudes can be said to be a persons enduring favorable or unfavorable cognitive evaluation, emotional feelings and action tendencies towards some object or idea. Attitudes make people to behave in a fairly consistent way towards similar objects. People do not interpret and react to every thing in afresh way.

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Thus the marketer should try to link his products into existing attitudes rather than trying to change peoples attitudes. International companies must decide how much to adopt their marketing strategy to local conditions. POST PURCHASE BEHAVIOR OF THE CONSUMER : After purchasing a product, the consumer will experience some level of satisfaction or dissatisfaction. The marketers job does not end when the product is bought. Marketers must monitor post purchase satisfaction, post purchase actions and post purchase product users. POST PURCHASE SATISFACION: The buyers satisfaction is a function of the closeness between buyers and the products perceived performance. If performance falls short of expectations, the customer is dissatisfied, if it meets the expectations, the customer is delighted. These feelings make a difference in weather the customer buys the product again and talks favorably or unfavorably about it to others. Consumers form there expectations on the basis of messages received from sellers, friends and other information sources. The larger of the gap between expectations and performance, the greater consumers dissatisfaction . Here the consumers copying style comes into play. Some consumers magnify the gap when the product is not perfect, and they are highly dissatisfied; others minimize the gap and are less dissatisfied. The importance of post purchase satisfaction suggests that product claims must truthfully represents the products likely performance. Some sellers might even understate performance levels so that consumers experience higher than expected satisfaction with the product. POST PURCHASE ACTIONS:

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Satisfaction or dissatisfaction with the product will influence a consumers subsequent behavior. If the consumer is satisfied, he or she will exhibit a higher probability of purchasing the product again. One survey showed that 75% of Toyota buyers were highly satisfied and about 75% intended to buy a Toyota again; the satisfied customer will also tend to say our best advertisement is a satisfied customer. Dissatisfied customers may abandon or return the product the product. These may seek information that confirms its high value. They may take public actions by complaining to the company, going to a lower, or complaining to the other groups (such as business, private or government agencies). Private action include making a decision to stop buying the product or warning friends. In all these cases, the sellers has done a poor job of satisfaction the customers. IMPORTANCE OF POST PURCHASE BEHAVIOR; Post purchase behavior of consumer is of much importance, because , if at all these consumers is not satisfaction with the post purchase service provided by the showroom. It can not retain the existing customers and ultimately ads to the expence of the showroom.

PRODUCT:Warren Keegan has distinguished five adoption strategies of product and promotion to a foreign market. Straight extension: It means introducing the product in foreign market without any change. It has been successful with cameras, consumer electronics and many machine tools. In other cases, it has been disaster.

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State extension is tempting because it involves no additional research and development Product adaptation: It involves altering the product to meet local conditions or preferences. There are several levels of adaptation. Product invention: It consists of creating some thing new. It can take two forms: PROMOTION:Companies can run the same advertising and promotion campaigns used in the home market or change them for each local market. The company can use one message every where, varying only the language, name and colors. The second possibility is to use the same theme globally but adapt the copy to each local market. The third approach consists of developing a global pool of ads. Marketers must also adapt sales-promotion techniques to different markets. Several European countries have laws preventing or limiting sales-promotion tools such as discounts, rebates, coupons, games of chance and premiums. PRICE:Multinationals face several pricing problems when selling abroad. They must deal with price escalation, transfer prices, dumping charges and gray markets. When companies sell their goods abroad, they face price escalation problem. The cost escalation varies from country to country; the question is how to set the prices in different countries. The companies have three choices: Set a uniform price every where. Set a market based price in each country Forward Invention Backward Invention expenses, manufacturing retooling, or promotional modification, but it can be costly in the long run.

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Set a cost based price in each country

PLACE:Seller Sellers international marketing headquarters

Channels nations

between

Channels within foreign nations Final buyers

Too many U.S. manufacturers think their job is done once the product leaves the factory. They should pay attention to how the product moves within the foreign country. They should take a whole channel view of the problem of distributing products to final users. In India, millions of retailers operate tiny shops or sell in open markets. Their mark ups are high but the real price is brought down through haggling. Incomes are low, and people must shop daily for small amounts. They are limited to whatever quantity can be carried home on foot or a bicycle. In India, cigarettes are often bought singly. Braking bulk remains an important function of intermediaries and helps perpetuate the long channels of distribution, which are a major obstacle to the expansion of large - scale retailing in developing countries.

COGNITIVE DISSONANCE:

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The discomfort or dissonance that consumers experience as a result of conflicting information. According to cognitive dissonance theory, discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object. For instance, when consumers have made a commitment, made a down payment or placed on order for a product, particularly an expensive one such as automobile or a personal computer, they often begin to feel cognitive dissonance whenh they think of the unique, positive question of the brands not selected. When cognitive dissonance occurs often a purchase, it is called post purchase dissonance. Because purchase decisions often require some amount of compromise, post purchase dissonance is quite normal.

DATA ANALYSIS & INTERPRETATION DATA ANALYSIS THE STUDY OF THE AWARENESS OF VARUN MOTORS TABLE-1WHICH COMPANY CAR YOU LIKE MOST? SI.No 1 2 3 4 5 Brands Maruti Tata Mahinra Hyundai Fiat No of respondents 35 20 15 20 10 Percentage 35 20 15 20 10

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35 30 25 20 Percentage 15 10 5 0 20 15 10 20

35

Sources: Field Survey INFERENCE:

Maruthi

TATA

Mahindra Brands

Hyundai

Fiat

From the above table it is clear that out of 100 respondent 35% of the respondent like mostly Maruti cars, 20%of the respondents are Tata cars, 15% of the respondents are Mahindra cars, 20% of Hyundai and 10% of fiat car mostly like. TABLE-2 IN MARUTI, WHAT TYPE OF CAR DO YOU LIKE? SI.No 1 2 3 Brands Small Medium Big No of respondents 35 45 20 Percentage 35 45 20

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45 40 35 30 25 Percentage 20 15 10 5 0 20 35 45

Sources: Field Survey INFERENCE:

Small

Medium Brands

Big

From the above table it, is clear that out of 100 customers in Maruti cars 35% customers like small size cars, 45% of the customers like middle size cars and 20%of the customers like big size cars. TABLE-3 IF YOU LIKE SMALL SIZE CAR WHICH CAR DO YOU PREFER? SI.No 1 2 3 4 Brands Maruti800 Alto Zen Wagon R No of respondents 26 30 24 20 Percentage 26 30 24 20

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30

25

20 30 26 24 20

Percentage 15

10

5 0 1 2 0 0 3 Brands 4 0 5

Sources: Field Survey INFERENCE: From the above table, it is clear that 26% of the respondents they are prefer to Maruti 800, 30% of the they prefer to Alto, 24% of the they prefer to Zen, 20% of prefer to Wagon R

TABLE-4 WHAT IS YOUR FAMILY SIZE? SI.No 1 2 3 Brands Single 2-4 Above4 No of respondents 15 60 25 Percentage 15 60 25

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60 50 40 Percentage 30 20 25 10 0 Single 2--4 Above 4 Family size 15 0 60

Sources: Field Survey INFERENCE:

From the above table, out of 100 respondents15% of single family, 60% of the to small family ( 2 4), 25% of the respondents they to big family (>4).

TABLE-5 PLEASE MENTION MARUTI THE AGE GROUP YOU BELONG TO? SI.No 1 2 3 Brands Below 25 25-45 Above 45 No of respondents 24 36 40 Percentage 24 36 40

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40 35 30 25 Percentage 20 15 10 5 0 1 0 2 Age group 0 3 0 4 40 36 24

Sources: Field Survey INFERENCE: From the above, table out of 100 respondents 24% 0-25 they are using to Maruti, 36% of respondents between 25-45, 40% of the respondents usesing 45 years.and above TABLE-6 PLEASE MENTION YOUR PROFESSION? SI.No 1 2 3 Brands Student Employee Business No of respondents 16 30 44 Percentage 16 30 44

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45 40 35 30 25 Percentage 20 15 10 5 0 1 0 2 profession 0 3 0 4 16 30 44

Sources: Field Survey INFERENCE: From the above table, it is clear that of the respondent 16% of students, 30% of the respondents employees, 44% of the respondents are business mans. TABLE-7 PLEASE MENTION YOUR INCOME GROUP? SI.No 1 2 3 4 Brands Below 10000 10-20000 2000-35000 Above 35000 No of respondents 00 15 30 55 Percentage 00 15 30 55

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60

50

40

Percentage 30

55

20 30 10 0 1 2 15 0 3 Income group 0 4 0 5

Sources: Field Survey INFERENCE: From the above, table it is clear that 55% of the respondents income group is above 35,000, 30% of the respondents between 20,000-35,000, 15% of the10,000-20,000.

TABLE-8 WHATARE THE REASONS FORWHICH YOU OWN A CAR? SI.No 1 2 3 Brands Symbol of status Necessity Luxury No of respondents 44 20 36 Percentage 44 30 36

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45 40 35 30 25 Percentage 20 15 10 5 0 1 0 2 Factors 0 3 0 4 20 44 36

Sources: Field Survey INFERENCE: From above table, it is clear that 44% of respondents they own a car symbol of status, 20% of respondents for necessity purpose and 36% of they prefer to luxury.

TABLE-9 WHAT IS THE REASON TO TAKE A DECISION TO BUY A CAR? SI.No 1 2 3 Brands No of respondents Transportation 50 Improvement of status 30 Improvement in 20 income Percentage 50 30 20

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50 45 40 35 30 Percentage 25 20 15 10 5 0 1 2 Factors 3 30 20 50

Sources: Field Survey INFERENCE:

From the above table it is clear that 50% of respondents take a decision to buy a car, 30% of respondents improve their status, 20% of respondents are they improve income.

TABLE-10 WHAT ARE THE FACTORS THAT YOU HAVE CONSIDERD IN PURCHAGING A CAR? SI.No 1 2 3 4 Brands Comfort ability Appearance Price Fuel economy No of respondents 26 22 16 36 Percentage 26 22 16 36

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40 35 30 25 Percentage 20 15 10 5 0 1 2 3 Factors 4 5 26 22 16 36

Sources: Field Survey INFERENCE: From the above, table out of 100 respondents 26% of respondents consider comfort ability, 22% of respondents consider a car appearance, 16% of price and 36% of respondents fuel economy. Table-11 WHICH BRAND YOU BROUGHT? SI.No 1 2 3 4 5 6 Models Maruti800 Zen Alto WagonR Swift Omni No of respondents 16 20 26 18 08 12 Percentage 16 20 26 18 08 12

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30

25

20

Percentage

15 20 16

26 18 12

10

Sources: Field Survey INFERENCE:

3 Models

From the above, table it is clear that 16% of respondents mention that Maruti800, 20% of the respondents mention Zen, 26% of Alto, 18% of WagonR, 8% of Swift and 12% of Omni. Table-12 WHAT IS THE REASON TO CHOOSE PARTICULAR BRAND?

SI.No 1 2 3 4

Factors Appearance Price Fuel economy Tech specification

No of respondents 24 16 20 40

Percentage 24 16 20 40

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40 35 30 25 Percentage 20 15 24 10 5 0 20 16 40

Sources: Field Survey INFERENCE:

3 Factors

From the above table, it is clear that out of 100 respondents, 24% of the respondents choose a particular appearance, 16% of respondents choose price, 20% of the prefer to fuel economy and 40% technology specification. Table-13 HOW DO YOU KNOW OF THAT PARTICULAR BRAND? SI.No 1 2 3 Factors Advertising Friends& Relatives Past experience No of respondents 50 30 20 Percentage 50 30 20

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50 45 40 35 30 Percentage 25 20 15 10 5 0 1 2 Factors 3 4 30 20 50

Sources: Field Survey INFERENCE:

From the above table, it is clear that 50% of respondents to know the particular car through Advertising, 305 of to know the Friends and Relatives, 30% of Past experience.

Table-14 WHICHBRAND ADVERTISEMENT YOU LIKE SI.No 1 2 3 4 5 6 Models Maruti800 Zen Swift Alto WagonR Omni No of respondents 10 25 15 06 26 18 Percentage 10 25 15 06 26 18

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30

25

20

Percentage 15 25 10 15 5 10 6

26 18

Sources: Field Survey INFERENCE:

3 Models

From the above, table it is clear that out of 100 respondents 26% of respondents like Wagon R Advertising very much, 25% of Zen Advertising, 18% of Omni Advertising, 15% of Swift Advertising,10% of Maruti800 and 6% of Alto.

Table-15 PLEASE MENTION THE ADVERTISEMENT MEDIA YOU PREFER TO KNOW? SI.No 1 2 3 4 Media News paper Television Internet Broachers No of respondents 30 38 20 12 Percentage 30 38 20 12

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40 35 30 25 Percentage 20 15 10 5 0 30 20 12 38

Sources: Field Survey INFERENCE:

2 Media

From the above, table out of 100 respondents 30% of the respondents like Advertising media in News paper, 38% of Television like most, 20% of Internet and 12% of Broachers.

Table -16 WHAT IS THE REASON FOR LIKE THE ADVERTISEMENT? SI.No 1 2 3 Factors Character in Ad Picture Theam No of respondents 30 20 50 Percentage 30 20 50

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50 45 40 35 30 Percentage 25 20 15 10 5 0 1 2 Factors 3 30 20 50

Sources: Field Survey INFERENCE:

From the above, table clear that out of 100 respondents reason for likes Advertisement 30% of respondents like character in Ad, 20% of picture and theme in Advertisement. Table-17 ARE YOU SATISFIED WITH THE CONSUMPTION OF FUEL BUY MARUTI BRANDS? SI.No 1 2 Fuel consumption Yes No No of respondents 80 20 Percentage 80 20

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80 70 60 50 Percentage 40 30 20 10 0 1 2 Satisfaction 3 20 80

Sources: Field Survey INFERENCE:

From the above, table it is clear that out of 100 respondents is the fuel consumption of Maruti 80% of respondents mention that satisfied and 20% of not.

Table-18 IS VARUN MOTORS REACHING CUSTOMER EXPECTATIONS? SI.No 1 2 Factors Yes No No of respondents 75 25 Percentage 75 25

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80 70 60 50 Percentage 40 30 20 10 0 1 Expectation 2 25 75

Sources: Field Survey INFERENCE:: From the above, table it is clear that out of 100 respondents Varun motor reaching customer expectation or not, 75% of respondents satisfied and 25% are not. Table-19 IS MARUTI COMPANY SERVICE PROVIDING COSTOMER NEED? SI.No 1 2 Factors Yes No No of respondents 90 10 Percentage 90 10

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90 80 70 60 50 Percentage 40 30 20 10 0 1 2 Factors 3 10 90

Sources: Field Survey INFERENCE: From the above, table it is clear that 90%of respondents mention Maruti company service providing customer needs and10% are not.

Table-20 WHAT ARE THE EXPECTATIONS OF CONSUMERS FROM THE COMPANY? SI.No 1 Factors Low cost No of respondents 60 Percentage 60

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2 3

Average High cost

25 15

25 15

60 50 40 Percentage 30 20 25 10 0 1 2 Factors 3 15 60

Sources: Field Survey INFERENCE: From the above, table it is clear that 60% of the respondents expect in Maruti customer they prefer to low, 25% of in average and 15% of high cost.

Table-21 DO YOU THINK [MARUTI]ALL BRANDS OF MUL ARE CONVINIENT FOR THE MIDDLE CLASS PEOPLE OR NOT? SI.No Opinion No of respondent Percentage

63

1 2

Yes No

85 15

85 15

90 80 70 60 50 Percentage 40 30 20 10 0 15 85

Sources: Field Survey INFERENCE:

2 Expectation

From the above, table it is clear that 85% of respondents are Maruti cars convenient for Middle class people not mention.

Table-22 WHAT IS THE MAJOR STRENGTH OF THE VARUN MOTORS? SI.No Factors No of respondents Percentage

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1 2 3

Quality Services Providing interest

35 40 low 25

35 40 25

40 35 30 25 Percentage 20 15 10 5 0 40 35 25

Sources: Field Survey INFERENCE:

2 Factors

From the above, table it is clear that 35% of the respondents are mention Varun motors providing Quality, 40% of respondents Varun motors providing service and 25% of providing low interest. Table-23 ARE YOU SATISFIED WITH YOUR DEALER (VARUN MOTOR)?

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SI.No 1 2

Factors Yes No

No of respondents 82 18

Percentage 82 18

90 80 70 60 50 Percentage 40 30 20 10 0 1 Factors 2 18 82

Sources: Field Survey INFERENCE: From the above, table it is clear that 82% of respondents are Varun motors satisfy with our customers 18% are not satisfy with Varun motors. Table-24 ACCORDING TO THE YOUR ESTIMATION HOW MUCH % THE VARUN MOTOR IS ARE SATISFYING THE CUSTOMER NEEDS. SI.No Satisfaction No of respondents Percentage

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1 2 3 4

0-25% 25-50% 50-75% 75-100%

13 15 54 18

13 15 54 18

18

13 15 1 2 3 4

54

Sources: Field Survey INFERENCE: From the above, table it is clear that 54% of the respondents mention 50%75% Varun motors is satisfying the customer needs 13% of 0-25%, 15% of 25%-50% , 18% of 75%-100%.

FINDINGS
1. Most of the dealers are of the opinion that the consumers considered quality as the major factor, followed by the brand image and availability, where as package is

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not at all considered. 2. The study on dealers reveals that most of the sectors are users of Maruti Products. 3. Most of the dealers satisfied with the sales of Maruti products. 4. Dealers are of the opinion to improve the sales of Maruti products by providing better quality drugs. 5. The factors considered by the showrooms in selecting the Maruti products because of the quality and service.

SUGGESTIONS
1. The demand for the Maruti products is increasing but many companies are not aware of it completely. So the consumer awareness should be build by better advertising.

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2. As many showrooms give prime consideration to quality and brand image, so manufacturers should build their brand image by maintaining quality of the product. 3. Lot of advertising is required Marutis in capturing a better market share

4. The company should strictly react to problems suggested by the consumers.

ANNEXURE

QUESTIONNIARES

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CONSUMER BEHAVIOR ON MARUTI CARS: WITH REFERENCE TO VARUN MOTORS (Pvt) LTD. Dear Respondents, Iam Mr. -------------------MBA from --------------------------INSTITUTE OF

TECHNOLOGY AND SCIENCES, KARIMNAGAR collage, as a part of my academic. I am doing study on Consumer Behavior. So I request your kind assistance by answering following questions. 1. Which company is car you like most ? a) Maruti d) Skoda b) Ford e) Fiat c) Mahindra

2. In Maruti what type of car do you like? a) Small size b) Middle size c) Big size

3. If you like small size car which car do you prefer? a) Maruti 800 4. What is your family size? a) Single b) 2 4 c) >4 b) Alto c) Zen d) Wagon R

5. Please mension Maruti the Age group you belong to ? a) Below 25 b) 25 45 c) Above 45

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6. Please mention your profession ? a) Student b) Employee c) Business man

7. Please give your Income group ? a) Below 10,000 c) 20,000-35000 b) 10,000 20,000 d) 35000-45000

8. What are the reasons for which you own a car ? a) Symbol of status b) Necissity c) Luxury

9. What is the Reason to take a decision to buy a car ? a) Transportation problem c) Improvement in Income 10. What are the factor that you have considered in purchasing a car ? a) Comfort ability c) Price 11. Which Brand you brought ? a) Maruti 800 d) Wagon R b) Zen e) Swift c) Alto f) Omni b) Appearance d) Fuel economy b) Improvement for status

12. What is the reason to choose particular brand ? a) Appearance c) Fuel economy b) Price d) Technology specification

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13. How do you know of that particular brand ? a) Advertisement c) Past experience 14. Which brands Advertisement you like very much a) Maruti 800 d) Wagon R b) Zen e) Swift c) Alto f) Omni b) Friends & Relatives

15. Please mention the Advertisement media you prefer to know a) News paper c) Inter Net b) Television c) Broachers

16. What is the reason for like the Advertisement ? a) Character in Ad c) Theam 17.Are you satisfied with the consumption of fuel buy Maruti Brands. a) Yes b) No b) Picture

18.Is Varun Motors reaching customer expectations ? a) Yes b) No

19. Is Maruthi Company providing service According to customer needs? a) Yes b) No

20. What are the expectation of consumers from the company ? a) Low cast b) Medium cast

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c) High cast 21. Do you think [Maruti] All brands MUL are convenient car for the middle class people a) Yes b) No

22. What is the major strength of the Varun Motors ? a) Quality b) Service c) Providing low interest

23. Are you satisfied with your Dealer (Varun Motor) ? a) Yes b) No

24. According to the your estimation How much % the Varun Motor is are satisfying the customer need a) 0 -25% c) 50 75% b) 25 50% d) 75 100%

BIBLIOGRAPHY:
Marketing Management Philip kotler.

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 Consumer Behaviour Consumer Behaviour Product Management

Schiff man. Suja.R.Nair. Chunnawala.

Website: www.maruthiudyog.com www.googlesearch.com

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