Wa0018

“A STUDY ON FACTORS INFLUENCING CUSTOMER BRAND LOYALTY
TOWARDS MARUTI SUZUKI”
CHAPTER-1
INTRODUCTION
Industry Profile
1.1 History and Evolution of Automotive Industry

The automotive industry began in the 1860s with hundreds of manufacturers that pioneered
the horseless carriage. For many decades, the United States led the world in total automobile
production. In 1929, before the Great Depression, the world had 32,028,500 automobiles in
use, and the U.S. automobile industry produced over 90% of them. At that time, the U.S. had
one car per 4.87 persons. After 1945, the U.S. produced about 75 percent of world's auto
production. In 1980, the U.S. was overtaken by Japan and then became world leader again in
1994. In 2006, Japan narrowly passed the U.S. in production and held this rank until 2009,
when China took the top spot with 13.8 million units. With 19.3 million units manufactured
in 2012, China almost doubled the U.S. production of 10.3 million units, while Japan was in
third place with 9.9 million units. From 1970 (140 models) over 1998 (260 models) to 2012
(684 models), the number of automobile models in the U.S. has grown exponentially.
Early car manufacturing involved manual assembly by a human worker. The process evolved
from engineers working on a stationary car, to a conveyor belt system where the car passed
through multiple stations of more specialized engineers. Starting in the 1960s, robotic
equipment was introduced to the process, and today most cars are produced largely with
automated machinery.
1.2 Growth of Automotive Industry in India
In 2020, India was the fifth-largest auto market, with 3.49 million units combined sold in the
passenger and commercial vehicles categories. It was the seventh-largest manufacturer of
commercial vehicles in 2019.
The two wheelers segment dominates the market in terms of volume owing to a growing
middle class and a young population. Moreover, the growing interest of the companies in
exploring the rural markets further aided the growth of the sector. India is also a prominent
auto exporter and has strong export growth expectations for the near future. In addition,
several initiatives by the Government of India and major automobile players in the Indian
market is expected to make India a leader in the two-wheeler and four-wheeler market in the
world by 2020.
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India is expected to be the world's third-largest automotive market in terms of volume by

2026. India holds a strong position in the international heavy vehicles arena as it is the
largest tractor manufacturer, second-largest bus manufacturer, and third largest heavy trucks
manufacturer in the world.
World's largest tractor manufacturer and second largest bus manufacturer.
World’s largest two-wheeler and three-wheeler manufacturer.
World’s third largest heavy truck manufacturer and fourth largest car manufacturer.
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1.3 Key Players in Automotive Industry
Here we have listed the top 10 largest automobile manufacturing companies in the world.
• Tata Motors:
Tata Motors is the Asia’s largest and 17th largest automobile manufacturing company in the
world. This company is known for its production of cars, trucks, vans, coaches and so on.
This company is passionate about anticipating and providing the best commercial and
passenger vehicles globally as well as the best customer experiences. Tata Motors can be
found on and off-road in over 175 countries around the globe. Cars, buses and trucks of Tata
Motors roll out at 20 locations across the world, seven in India and the rest in the UK, South
Korea, Thailand, South Africa and Indonesia.
• Mahindra & Mahindra Ltd:

Mahindra & Mahindra Ltd is a US $19 billion global federation of companies. This company
is the world’s largest tractor manufacturing company and also India’s second largest vehicle
manufacturing company. Mahindra & Mahindra is India’s top SUV manufacturing company
that produce two wheelers, bus, pickup, tempo, trucks, and commercial vehicles.
This company commits to invest in technology and grow global presence. Mahindra &
Mahindra aims to multiply output both in quantity and quality with a major focus on manufacturing
excellence. This company has created several industry-leading and category defining brands.
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• Maruti Suzuki:
Maruti Suzuki had brought a big revolution in the automobile industry. This is one of the old
companies that expertise in the field of production of cars. This company has manufactured
cars such as Alto, Omni, and Estilo and so on. The total annual production capacity of this
company is about 14, 50,000 units .Maruti Suzuki works with a mission to provide a car for
every individual, family, need, budget and Way of Life. For this, it offers 15 brands and over
150 variants ranging from Alto 800 to the Life Utility Vehicle Maruti Suzuki Erica.
• Hero MotoCorp Ltd:

Hero MotoCorp Ltd is one of the best companies in India. Hero MotoCorp Ltd. (Formerly
Hero Honda Motors Ltd.) is the world's largest manufacturer of two - wheelers, based in
India. This company achieved the coveted position of being the largest two-wheeler
manufacturing company in India in 2001 and the 'World No.1' two-wheeler company in terms
of unit volume sales in a calendar year. Hero MotoCorp two wheelers are manufactured
across 4 globally benchmarked manufacturing facilities.
• Bajaj Auto Limited:
Bajaj Auto Limited is one of the leading business houses and the company’s flagship company,
Bajaj Auto, is ranked as the world’s fourth largest three and two wheeler manufacturer. The
Bajaj brand is well-known across several countries in Latin America, Africa, Middle East,
South and South East Asia. Their flagship company produces Chetak scooters which were the
top seller in the Indian market. The company even made the bikes like pulsar and now they
are still working on it.
 Toyota Motor Corporation:

Toyota Motor Corporation is one of the top most automobile manufacturing companies in the
world. This company designs, manufacturers and markets various automobile product ranges from
SUVs, minivans, luxury & sport utility vehicles, trucks and buses among others. Toyota Motor
Corporation has other vehicle manufacturing subsidiaries which include Daihatsu Motor for the
production of mini-vehicles and Hino Motors for the production of buses and trucks. Toyota car
engines are fixed with either combustion or lately the hybrid engines such as the one in the Prius.
•
• Chevrolet:
Chevrolet is an American division of the General Motors. The company has an array of
trucks, automobiles and commercial vehicles as the products it offers with its services
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including oil changing, vehicle insurance, vehicle financing, vehicle sales and vehicle repairs.
Chevrolet has the reputation of being a car of all the purses and all the purposes. Its wide
range of vehicles includes subcompact automobiles and medium duty commercial trucks
among others.
• Mitsubishi Motors Corporation:

Mitsubishi Motors Corporation develops design, and manufacture, sale and purchase
automobiles and component parts, replacement parts. This company manufactures component
parts, replacement parts and accessories of said used automobiles. Mitsubishi helps to bring
higher productivity and quality to the factory floor. In addition, extensive service networks
around the globe provide direct communication and comprehensive support to customers.
• Honda Motor Co Ltd. Company:

Honda Motor Co Ltd. Company is a world leading automaker and the largest motorcycle
producer in the world. Its motorcycle lines feature everything from super bikes to scooters,
with the company also being dedicated to the production of personal watercrafts and ATVs.
The models of this company include seven luxury vehicle models as well as SUVs and
others. Within its lines are also Honda Power products and machinery such as snow blowers,
tillers, lawn mowers, outboard motors and portable generators. Engine quality, durability and
economic fuel consumption are the main reasons why customers prefer Honda machines.
• Ford Motor Company:

Ford Motor Company is one of the leading automobile manufacturers in the world that ranks high
among the top automobile companies. Some of its most staple brands include Lincoln, Taurus,
Focus, Mustang, and Fiesta etc. The company’s automobiles are characterized with luxury under
the Lincoln Marque brand, with other brands being good for sports and off-road performances. In
the past, Ford manufactured some of the best, trucks, buses and tractors.
1.4 Challenges and Opportunities in Automotive Industry

The Industry confronting issues with respect to mileage, gas discharges, security and
moderateness, Moreover, the serious weights on cost, quality, execution and
manufacturability of the vehicle vehicles today are greater than at any other time, Automotive
industry is feeling the squeeze from preservationists.
• Preservationist Weight and Fuel Reliance:

For quite a while, the car business has been gotten in a tight spot; or, all the more explicitly,
between clients' requests and the weight from earthy people and legislative guidelines. As
transportation is answerable for about 30% of CO<sub<2 outflows in the European Union,
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vehicle makers are compelled To CO2 discharges from their new models, which thus expands
their Prices and diminishes their exhibition and security.
• Ascent of Vehicle Sharing:

The car business needs to consider the overall pattern against singular vehicle possession.
This no longer concerns simply the individuals who travel via air and recruit a vehicle to
move around in another city at their relaxation.
• Electric Vehicles:
As electric vehicles produce over half less CO2 outflows than normal gas-powered vehicles,
governments and naturalists unequivocally advance them. This implies that vehicle producers
need to put resources into building up this innovation on the off chance that they need to
remain in business once the stranglehold of CO2 guideline fixes around their necks.
• Chinese Market:
For quite a while, the Chinese car market has been the most productive on the planet.
Managing it was more hazardous still - any Car maker that disregards china loses share in a
quickly developing and very encouraging business sector. The circumstance stays pretty
much a similar now, with stipend for the changing financial circumstance.
Government Initiatives:
In the automobile sector, Government of India is encouraging foreign investment and allows 100
per cent FDI under the automatic route.
Here are the following major initiatives taken by the Government of India:
• For road and water transportation, Government is planning to introduce biofuel vehicles.
India needs to look after alternative and cheaper fuels like methanol and cut fossil fuel
imports.
• By increasing custom duty on CBUs of commercial vehicles from 10 per cent to 40 per cent
Government of India extended support to the industry and reducing duty on chassis from 24
per cent to 12.5 per cent for ambulance manufacturing.
• New Green Urban Transport Scheme plan introduced by the Government of India aimed at
boosting the growth of urban transport along with low carbon path for substantial reduction
in pollution with a central assistance and providing a framework for funding urban mobility
projects at National, State and City level by encouraging innovative financing of projects.
• As highlighted in the Auto Mission Plan (AMP) 2016-26Government of India aims to make
automobiles manufacturing the main driver of ‘Make in India’ initiative, as it expects
passenger vehicles market to triple to 9.4 million units by 2026.
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• In India, for Faster Adoption and Manufacturing of Electric and Hybrid Vehicles
government has formulated a scheme under the National Electric Mobility Mission 2020to
encourage the progressive induction of reliable, affordable and efficient electric and hybrid
vehicles in the country.
1.6 Theoretical Background of the Study
Brand loyalty
Brand loyalty is the emotionally-charged decision of a consumer for purchasing a particular brand
again and again. The consumer has the perception that the particular brand has the qualities that
will meet their expectations and identifies with the consumer at a personal level.
Benefits
Brand loyalty has shown to profit firms by saving them a lot of money. Benefits associated with
loyal consumers include:
• Acceptance of product extensions.

• Defines from competitors cutting of prices.
• Creating barriers to entry for firms looking to enter the market.
• Competitive edge in market.
• Customers willing to pay high prices.
• Existing customers cost much less to serve.
• Potential new customers.
• Generally speaking, brand loyalty will increase profit over time as firms do not have
to spend as much time and money on maintaining relationships or marketing to existing
consumers.
• Loyal long-term customers spend more money with a firm.
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Importance of Brand Loyalty
Brand loyalty is a consumer behavior which a customer develops over a period of time by
repeated use of a particular brand, product or service. Customers who find their needs
fulfilled and find the product having good quality, and high value proposition tend to become
loyal towards a particular brand. This positive behavior towards a product or service is useful
for companies as they become positive brand advocates and help spread a positive word of
mouth about the brand. Consumers who develop a strong brand loyalty tend to become
regular customers and also help their friends & family identify the benefits of the products &
services that the have been benefitted by. Such is the importance for companies that they
have brand loyalty management to ensure that customers get the correct value proposition
offered. Good product quality, brand awareness and positive brand image contributes to
building brand loyalty.
How Brand Loyalty Works
Loyal customers are the ones who will purchase the same brand regardless of convenience or
price. These loyal customers have found a product that meets their needs, and they're not
interested in experimenting with another brand. Most established brand name products exist
in a highly competitive market overwhelmed with new and old competing products, many of
them barely distinguishable. As a result, companies employ many tactics to create and
maintain brand loyalty. They spend their advertising budgets on messages targeted at the
segment of the market that includes their loyal customers and likeminded people who could
become loyal customers.
How to Create Brand Loyalty
Marketing departments follow consumer buying trends closely and work to build
relationships with their customers through active customer service. Consumer trends are the
habits and behavior’s exhibited by consumers regularly and over time. Some trends are static,
but most trends evolve. Companies collect and analyze data on customer spending habits to
better understand how to market their product. Marketers track changes in trends and create a
corresponding marketing campaign to help the company acquire and keep the brand's loyal
customers.
Brand Loyalty Factors
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Brand loyalty is the positive probability that a satisfied customer would buy the same
products or services repeatedly. Certain factors which influence brand loyalty amongst
customers is as follows.
• Product Quality:
High quality products ensure high customer satisfaction which helps induce brand loyalty
amongst customers.
• Brand Image:
A customer-friendly brand image which offers a consistent brand equity is a positive driver
for making customers loyal towards a brand.
• Perceived Value:
The value offered by the brand versus the price paid is of importance. If the customer feels it
has value, it creates brand loyalty in the consumers mind. Value can be increased by a loyalty
discount or a loyalty program by companies.
• Switching Cost:
If a cheaper option is available with a similar product quality, customers can switch their
brand, and hence it is an important factor.
• Availability & Service:
Good products must be available when a customer requires it for creating customer loyalty.
Also, good after sales service also adds value to a positive mind set.
• Customer Psychology:
Sometime brand loyalty is totally depended on customer psychology, where good products
can have no loyalists and poor products can have a following.
Hence, all these above-mentioned factors help in driving brand loyalty amongst the
customers.
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CHAPTER-2
RESEARCH DESIGN
2.1 Statement of the Problem
The brand of a product is the interface or the linking point of the customer and the company
in the market area. The brand name of a product has its influence on the minds of the
customers by making them to purchase that brand product regularly. It facilitates for
establishing loyalty and trust for a brand product. The establishment of brand loyalty is
regarded as the focal point of all activities in marketing. It can lead to customers developing
trust and loyalty towards a brand, making brand loyalty to be considered as the heart of any
marketing activity. The research study focuses on examining the brand loyalty of Maruti
Suzuki by analyzing and accessing the customer satisfaction.
2.2 Objectives of the Study
• To examine the brand loyalty of Maruti Suzuki.

• To determine the factors that contribute trust in brand.
• To understand the influence of consumer trust on brand loyalty.
• To suggest how the brand can improve consumer trust and brand loyalty.
2.3 Need of the Study
The motive of a company generally is to acquire larger market share, high percentage of sales
in the industry; this could be only achieved by building a higher percentage of brand loyal
customers.
A company can survive if it focuses on brand loyal customers. Today many major companies
in the market try to maintain and improve their brand equity without creating proper brand
awareness they cannot build brand image. The 4-wheeler industry has been expanding
rapidly these days have gone to feel possessing a four wheeler is a luxury and also viewed as
necessary.
This industry has customers, ranging from all demographic segments. It has been common
signals that even college going students are using 4-wheelers.
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2.4 Scope of the Study

The study will focus on the customer loyalty and how the relationship will be affected by
some other variables. Primary data has been collected from 50 respondents of consumers
though questionnaires admiration their opinion about brand loyalty on Maruti Suzuki.
2.5 Research Methodology

Definition of Research.
“Research is a process of steps used to collect and analyze information to increase our
understanding of a topic or issue”. It consists of three steps: pose a question, collect data to
answer the question, and present an answer to the question.
-JOHN W. CRESWELL
Research Design:
Research is the arrangement of conditions for collection and analysis of data in a manner
that aims to combine relevance design concern with descriptive research purpose with
economy in procedure. Regarding this project, descriptive research concern with describing
the perception of each individuals or narrating facts on welfare measures and diagnostic
design helps in determine the frequency with which something occurs or it’s associated with
something else. Think systematically about aspects in given situation, offers idea for probe
and research help to make certain simple decision.
Descriptive Research
In this research it deals with descriptive research type. It includes surveys and fact finding
enquiries of different kinds. The major purpose of descriptive research is description of the
state of affairs as it exists at present.
Sample Design
A sample design is a definite plan determined before any data are actually collected for
obtaining a sample from a given population.
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There are different types of sample design based on two factor namely the representation
basis and the element selection technique. There are two main categories under which
various sampling method can be put. There are
a) Probability sampling
b) Non probability sampling
Sampling Method
In this research simple random convinces sampling method is used.
Sample Size
The total sample size of 50 has been taken for this study.
Data Collection Method

There are two types of data collection:
a) Primary data
b) Secondary data
a) Primary data:
Primary Source of Data: Primary data is known as the data collected for the first time through
field survey. Such data are collected with specific set of objectives to assess the current status
of any variable studied.
b) Secondary data:
Secondary data means the data that has already been collected by someone and has already
been passed through the statistical process. In this project work, the research has taken
textbook, and websites as sources of the secondary data.
Research Instrument
In this project, the data were collected through structured questionnaire.
Questionnaire
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A questionnaire is a schedule consisting of a number of coherent and formulated series of

question related to the various aspects of the under study. Types of questions. The following
are the types of questions, which are used in research. They are:
a) Open ended question
b) Close ended question
a) Open Ended Questionnaire:

An open-ended question gives the respondents complete freedom to decide the form
length and detail of the form.
b) Close Ended Questionnaire:

The close-ended question is of two types they are as follows:
• Dichotomous question: This type has only two answers in the form of ‘YES’ or
‘NO’, ‘TRUE’ or ‘FALSE’.
• Multiple choice question: In this case the respondents are offered two or more
choices and the respondent have to indicate which is applicable.
2.6 LIMITATIONS OF STUDY

• Time is the important limitation. Due to time constraints only limited population is
taken for the study.
• There are chances of misrepresentation responses.
• The biased view of the respondent is another cause of the limitation.
CHAPTER-3
COMPANY PROFILE
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3.1Name of the Company and History of the Company.
Name of the Company: Maruti Suzuki
History of the Organization:
Maruti Suzuki is one of the leading automobile industrial companies in India. It is the market
forefront in the automobile industry both in relatives of production and income generation.
The history of Maruti Suzuki is very good-looking. In the year February 1981, Maruti Udyog
Limited was joint under the supplies of the Indian companies act, 1956. The major objectives
of Maruti Udyog were to keep knowledgeable the Indian automobile industry, to produce
fuelefficient cars and mass number of vehicles.
The firm was shaped as a government company, with Suzuki as a minor partner, to make
people’s car for middle class India. In October 2, 1982, the company signed the authorization
and joint venture contract with Suzuki Motor Corporation of Japan. In the year 1983, the
company started their manufactures and mixed Maruti 800. In the year 1983, the company
launched its most expected Maruti Omni and in 1985, the company launched Maruti Gypsy
in the Indian Market.
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The Gypsy was the first contemporary four-wheel drive vehicle in the Indian market. In June
1986, the company launched new model of Maruti 800. 4 In the year 1987, the company
forayed into the foreign market by transferring first lot of 500 cars to Hungary. In the year
1990, the company launched India’s first three box car, sedan i.e. Maruti 1000. In the year
1992, Suzuki Motor Corporation, Japan bigger their stake in the company to 50 percent. In
the year 1993, the company presented the Maruti Zen and in 1994 the company launched
Maruti Approval in the market.
In the year 1995, the company started their second plant. In the year 1997, the company
started Maruti Service Master as model factory in India to look afterward sales services. In
the year 1999, the third plant with new press, paint and accumulation shops became
operational. With the cumulative demand of customers in the Indian automobile market the
company launched Maruti Alto in 2000.
In the same year i.e. in 2000, the company launched a call center. This was the early period a
car company had ever launched a call center in India. In this year, Maruti set up a website for
its Wagon-R car, presented a new model of Zen, got the IRTE National award for its safety
creativity, traffic organization and environment protection, and launched the Baleno and the
Waon-R with electric power steering. Maruti presented its first CNG (Compressed Natural
Gas) car in 2001. In this same year, Maruti invested 550 core rupees in manufacturing cars.
In the year 2002, Maruti launched Maruti Finance to proposal financial services like long
warranty and finance for car insurance.
In the year 2002, Suzuki Motor Corporation improved their stake in the company to 54.2
percent. In the same year the company start new business section i.e. Maruti True Value for
Sales, Purchase and trade of pre-owned cars in India. In the year 2005, the company
launched the first world deliberate model from Suzuki Motor Corporation ‘Swift’ in India. In
the year 2006, the company launched Wagon R-Duo with LPG (Liquefied Petroleum Gas)
and also the new Zen Estilo with custody added features in it.
During the year 2006-07, the company started operations in the new car plant and the diesel
engine ability at Manesar, Haryana. In November 2006, the company installed a new institute
of Driving Training & Research (IDTR), which was set up as a cooperative project with
Delhi government at Sarai Kale Khan in South Delhi. During the year 2007-08, the company
signed an arrangement with the Adani group for exporting 2, 00,000 units annually through
the Mudra Port in Gujarat.
Maruti Suzuki launched its EECO and Alto K10 (K Series vehicle) in the year 2010. In the
year 2011, Maruti Suzuki hurled its indulgence Sedan Kizashi and SX4 diesel model. In the
month of March 2011, the firm shaped 10 million cars. Maruti Suzuki India Limited has
launched its seven-seated large & comfortable MPV Ertiga on 12 April 2012 to cater the
needs of larger family size customers. 8 Very newly, the company has launched the all new
Alto 800. The main marks of Alto 800 are clienteles since the acquisition of first cars like
new customers that is youths.
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3.3 Maruti Suzuki - Logo and its Meaning
The present variant of Suzuki logo is designed in red and blue colour. The red colour (the
letter S of Suzuki) represents passion, integrity and tradition, while the blue (the letter M of
Maruti) stands for excellence and grandeur.
3.4 Maruti Suzuki - Business Model

Maruti Suzuki's product range extends from entry level small cars like Alto 800, Alto K10 to
the luxury sedan Ciaz. Other activities include facilitation of pre-owned car sales fleet.
3.5 Maruti Suzuki – Vision

"To be The Leader in the Indian Automobile Industry, Creating Customer Delight and
Shareholder's Wealth; A pride of India.”
3.6 Maruti Suzuki – Mission

Over the last decade MSIL’s customers have steadily adopted the cleaner, greener and
smarter technologies. Indeed, with its wide portfolio and innovative technologies, over the
last 10 years MSIL has successfully achieved sales of over 1.15 million green vehicles. With
this in mind MSIL has Maruti Suzuki has initiated ‘Mission Green Million’, in line with its
commitment of introducing newer, greener and customer friendly technologies for the Indian
customers.” to sell one million green vehicles in next couple of years thereby strengthening
its resolve in the domain of sustainable mobility.
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3.7 Maruti Suzuki Product Portfolio
• Maruthi 800
• Maruti A Star
• Maruti Alto
• Maruti Eeco
• Maruti Grand Vitara
o Maruti Gypsy King
• Maruti Omni
• Maruti Swift
• Maruti Swift Dzire
• Maruti SX4
• Maruti Wagon R
• Vitara Breana
• Maruti Ertiga
• Maruti Suzuki Baleno
• Maruti Suzuki Cia
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• TOWARDS MARUTI SUZUKI”
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3.8 Overview of Maruti Suzuki India Limited

Maruti Suzuki India Limited (MSIL, previously known as Maruti Udyog Ltd) is a minor of
Suzuki Motor Company, Japan. Maruti Suzuki has been the forefront of the Indian car market
for over two and a half eras. It is mainly credited for having carried in an automobile
upheaval to India.
Maruti Suzuki India Limited bookkeeping for nearly 50 percent of the total industry sales. In
terms of number of cars shaped and sold, the company is the main smaller of Suzuki Motor
Corporation, cumulatively; the company has shaped over 10 million vehicles since the roll
out of its first vehicle on 14th December, 1983.
Maruti Suzuki is the only Indian business to have covered the 10 million sales mark since its
commencement. The company has two manufacturing facilities located at Gurgaon and
Manesar, south of New Delhi, India. Both the facilities have a mutual capability to produce
over a 1.5 million (1,500,000) vehicles annually. The company employs over 9000 people (as
on 31st March 2012). Maruti Suzuki’s sales and service network are the main among car
manufacturers in India. The company has been valued first in customer satisfaction in the JD
Power survey for 12 successive years.
Over two and half periods, Maruti Suzuki has won the hearts of customers finished high
quality products and services. The company has seven subsidiary companies, namely Maruti
Insurance Business Agency Ltd, Maruti Insurance Delivery Services Ltd, and Maruti
Insurance Agency Solutions Ltd, Maruti Insurance Agency network Ltd, Maruti Insurance
Agency Services Ltd, Maruti Insurance Agency Logistics Ltd and True Value Solutions Ltd.
The first six companies are involved in the business of vending motor insurance policies to
owners of Maruti Suzuki vehicles and seventh subsidiary, True Value Answers Ltd is involved
in the business of sale of expert pre-owned cars under the brand ‘Maruti True Value’.
Maruti Suzuki strongly believes on following core values-
• Customer Obsession
• Fast, Flexible & First Mover
• Innovation & Creativity
• Networking & Partnership
• Openness & Learning
The organization has a solid society of brilliance in everything that it goes through. This
criterion had boosted up to win gigantic faithfulness with Customers, bringing about a huge
rate of its markets and with the help of regular customer.
Maruti is India's most saleable car. There is an assortment of Maruti car marks that has
overwhelmed the Indian streets. Maruti cars are buyable from the car dealerships, utilized car
merchants, car sites and car proprietors. Maruti car audits clarify the value of purchasing
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Maruti Car. There are Maruti utilized car merchant and know more about the car costs.
Mondovi
Motors Pvt Ltd has more than 2200 representatives and the organization is ensured as
ISO9001/2000 for its quality framework by AIB global Ltd., Brussels a licensed body from
Belgium.
3.9 COMPETITORS
The top 10 competitors in Maruti Suzuki's competitive set are;
Tata Motors, Honda, Hyundai, Mahindra, Toyota, Chevrolet, Ford, Volkswagen, Ashok
Leyland and Mercedes-Benz.
3.10 MARKET SHARE
3.11 MILESTONES STONES ACHIVED/AWARDS

RECEIVED
Our longstanding reputation is sure to continue with strong growth in the future. We have
received innumerable awards that speak for the innovations introduced by us and the various
milestones achieved.
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• 2020 Arena Bangalore: Platinum Dealership Award for the 9th time in a row from
Maruti.
• Suzuki based on the performance parameters for the year of 2019-20.
• Arena Hyderabad: Platinum Dealership Award for the 4th time from Maruti Suzuki
based on the performance parameters for the year of 2019-20.
• Nexa Bangalore: Alpha Dealership Award for the 4th time from Maruti Suzuki based
on the performance parameters for the year of 2019-20.
• Nexa Hyderabad: Alpha Dealership Award for 3rd time from Maruti Suzuki based on
the performance parameters for the year of 2019-20.
• Nexus Hyderabad: Alpha Dealership Award for 2nd time from Maruti Suzuki based
on the performance parameters for the year of 2018-19.
• Business Person of the Year 2018: A. Mohan Raju, Chairman & Managing Director
of Kalyani Motors got precious award from Zee Business/SAP.
• Arena Hyderabad: Royal Platinum Dealership Award for the 1st time from Maruti
Suzuki based on the performance parameters for the year of 2016-17 Sales Award,
highest growth in Alto sales (top 20 cities).
• Service Award (Innovative service systems implementation).
• Award for most innovative Ad campaign.
• Young Entrepreneur Award.
• Award for lowest inventory days.
• Award for contribution in making Swift achieve the 1, 50,000 milestone.
• Highest extended warranty Regional Awards 2008-09.
• Award for Spare Parts lowest Inventory days (All India Level).
• Award for Best New Showroom (category A).
3.12 MARUTHI SUZUKI RECENT ACQUISITION

Maruti Suzuki India on 13 May 2020, said its board took a slew of decisions, including
acquisition of Delhi-based JJ IPEX, and supply of Vitara Brezza to Toyota Kirloskar Motor
(TKM). The car major on said its board has approved acquiring 39.13% equity stake held by
Sumitomo Corporation, Japan and 10% held by Sumitomo Corporation India in JJ IPEX
(Delhi), a company engaged in automobile service and repair business. The cost of
acquisition or the price at which the shares are to be acquired is fixed at Rs 21.73 core, the
company said. After the acquisition, the company shall become the wholly-owned subsidiary
of MSIL. MSIL shall have the right to nominate/ appoint all the directors on the board of the
company. The nominee Directors of Sumitomo Group shall resign from the board of the
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company, Maruti Suzuki India (MSIL) said. The acquisition does not require any government
approvals, it added.
3.13 MARUTI SUZUKI - FUTURE PLANS

In an alliance with Toyota, Maruti Suzuki will be targeting the Hyundai Creta space with a
midsized SUV in 2022, and this vehicle will be based on the current Brezza architecture. A
Segment MPV in 2023 is also planned, and both vehicles are likely to be produced at Toyota's
factory in Bidadi. Unlike the re-badged Baleno, Ciaz and Ertiga, which will be shared by
Maruti and Toyota in India till 2022, the SUV and MPV under development are likely to have
distinct characteristics or differentiation to ensure that both companies gain from India’s
growing preference for utility vehicles.
“With over a dozen SUVs planned by its rivals, Maruti Suzuki knows it has to have
competitive offerings to retain its 50% overall share. The exit from diesel makes compact
UVs a challenge, but a 1.5-litre diesel engine is not yet ruled out,” said one of four executives
aware of Maruti’s plans. “Plus, Maruti will be relying on the localized hybrid solutions from
Toyota to spruce up its future portfolio.”
The utility vehicle segment is expected to overtake the humble hatchback segment in India, as
an increasing number of buyers prefer the tall and high-seating SUVs and MPVs that cost as
low as Rs 5 lakh and as high as Rs 1 core. According to vehicle forecasting firm IHS Market,
utility vehicle sales will close 2019 at 38%, a tad behind the hatchback segment, before
overtaking the latter in 2020. The share of entry-car or mini-car segment, once Maruti's
mainstay, today accounts for just 10% of the overall market as against 25% share it enjoyed
57 years ago. Apart from bringing in the petrol versions of Vitara Brezza and S-Cross, Maruti
created an entry-level SUV with S-press. Maruti expects a significant number of its Swift,
Dzire, Ciaz, and Ertiga buyers to eventually upgrade to a bigger SUV and MPV.
3.14 CSR
The Company will focus primarily on the following projects:
• Community Development:
The Company is committed to improving the wellbeing of the local community by

implementing social projects in the areas around its operations.
Page 23
• Education:
The Company will upgrade infrastructure and focus on academic performance of Government
Schools. The Company will also promote co-curricular, cultural and local and nationally
recognized sports activities amongst the school children and youth of the local communities.
• Vocational Skills for Youth and Women:
The Company will impart vocational skills to the youth and women in the community to
enhance their employability.
• Sanitation:
The Company will improve the overall living condition of the communities by upgrading
solid and liquid waste management practices. The Company will also undertake mass
awareness campaigns in the community
• . Environment Sustainability:
The Company will work towards environmental sustainability through water conservation
and forestation in the local communities.
• Rural Development Projects:
The Company will undertake rural development projects based on the community needs such
as development of common community infrastructure, up gradation of health centers, safety
on roads etc.
• Up gradation of Government Vocational and Technical Training

Institutes:
Page 24
The Company will improve quality of training by upgrading infrastructure, overall

development of students and staff, providing industry exposure to students and staff and
offering industry-oriented add-on courses in the Government Industrial Training Institutes
(ITIs) to make students industry ready. The Company will also upgrade ITI Teacher’s
Training Institute and the Government Polytechnics.
• Skill Enhancement in Automobile Trade:
The Company will enhance skills of youth studying automobile trade at Industrial Training
Institutes and Polytechnic (government and private) to enhance their employment
opportunities in automobile sector. The project will include up gradation of training facilities,
training the trainers, providing study material and practical training.
• Humanitarian Relief:
The Company will support relief efforts during natural calamities in India directly or by
contributing to the Prime Minister’s National Relief Fund.
• CSR Capability building of Personnel:
The Company will build capability of own personnel as well as of implementing agencies by
way of training, participation in conferences and through experience sharing programs.
Expenditure on capability building will be well within the limit prescribed in the CSR Rules
Implementation.
• Skill development:
The Company's ongoing CSR projects will be aligned to the Policy. This Policy builds on the
learning and good practices of the CSR projects initiated by the Company. The Company will
enter into partnerships with the government, business partners and communities to create
multiplier effect of its social projects. The Company has set up dedicated teams for
implementation of CSR projects. The mode of implementation will include a combination of
direct implementation and implementation through trust/foundation/society/section 8
companies etc. set up by the Company and partners such as NGOs, business partners,
registered societies etc. The Company will select its partners after appropriate due diligence.
Teams responsible for implementing the various CSR projects are mentioned in the section on
the Governance Structure of the Policy. CSR committee will be authorized to sign
Memorandum of Understanding (MOUs)/Agreements with the implementing partners after
taking necessary action required. The company will set measurable targets for the social
projects wherever possible and will have a robust monitoring and evaluation mechanism for
its CSR projects.
3.15 SWOT
Page 25
• Over 12,000 people are employed with Maruti.

• Good advertising, product portfolio, self-competing brands.
• Largest distribution network of dealers and after sales service centers.
• Strong brand value and strong presence in the second-hand car market.
• Having different revenue streams like Maruti finance, Maruti Insurance and Maruti driving
schools.
• Over 700,000 units sold in India annually including 50,000 exports.
• Maruti Suzuki launched NEXA showrooms to cater to its premium cars market.
• The company has been recognized by several awards in the automobile segment in
India.
Weaknesses
• Lack of involvement in outside business sector.
• Low Resale esteem.
• Low motor limit.
• Inability to penetrate into the international market
• Employee management, strikes, worker wage problems have affected Maruti's brand image in
the past
Opportunities
• High end car fragment

• Attracting youth
• Perspective immense business sector of government and programming organization
representatives
• Developing hybrid cars and fuel-efficient cars for the future can be an opportunity for Maruti
Suzuki.
Page 26
• Maruti can target tapping emerging markets across the world and building a global brand.
• Fast growing automobile market and increased purchasing power.
Threats
• Increasing fuel cost

• Foreign brands in the market
• Small car rivalry.
CHAPTER -4
DATA ANALYSIS AND INTERPRETATION
Page 27
TABLE SHOWING MOST IMPORTANT POINT WHILE

PURCHASING A CAR.
CATEGORY NUMBER OF PERCENTAGE

RESPONDENTS
HIGH 45 90%
QUALITY
LOWER PRICE 05 10%
TOTAL 50 100%
ANALYSIS: The above table shows that 90% of the respondents consider high quality as
the most important point in time of purchase and 10% of the respondents consider lower price
as the most important point in time of purchase.
TABLE SHOWING IMAGE OF A BRAND CAN INFLUENCE THE

BUYING BEHAVIOR.

RESPONDENTS
YES 42 84%
NO 02 04%
MAYBE 06 12%
TOTAL 50 100%
Page 28
ANALYSIS: The above table shows that 84% of the respondents agreed that the image of
the brand can influence the buying behavior, 4% of the respondents disagreed and 2% the
respondents may think the image of the brand can influence the buying behavior.
TABLE SHOWING RESPONDENTDS STATEMENT I RELY ON THE

BRAND.

RESPONDENTS
STRONGLY AGREE 17 34%

AGREE 26 52%
NEUTRAL 06 12%
DISAGREE 01 02%
STRONGLY 00 00%
DISAGREE
TOTAL 50 100%
ANALYSIS: The above table shows that 34% of the respondents strongly agree to the
statement I rely on the brand, 52% of the respondents agree with the statement, 12% of the
respondents feel neutral, 2% of the respondents disagree with the statement and 0% of the
respondents strongly disagreeing with the statement.
GRAPH SHOWING RESPONDENTDS STATEMENT I RELY ON THE

BRAND.
Page 29
2%0
12%
34% STRONGLY AGREE

AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE
52%
INTERPRETATION: The above graph shows that there are 52% of the respondents
agree to the statement I rely on the brand. This shows that almost more than half of
respondents rely on the brand because of the brands performance over the years.
TABLE SHOWING RESPONDENTDS STATEMENT I TRUST ON THE

BRAND.

RESPONDENTS
STRONGLY AGREE 18 36%

AGREE 23 46%
NEUTRAL 07 14%
DISAGREE 01 02%
STRONGLY DISAGREE 01 02%
TOTAL 50 100%
ANALYSIS: The above table shows that 36% of the respondents strongly agree to the
statement I trust the brand, 46% of the respondents agree with the statement, 14% Of the
respondents feel neutral, 2% Of the respondents disagree with the statement and 2% of the
respondents strongly disagree with the statement.
Page 30
GRAPH SHOWING RESPONDENTDS STATEMENT I TRUST ON THE

BRAND.
INTERPRETATION: The above graph shows that there are 46% of the respondents who
agree with the statement, I trust the brand. The trust on the brand that has been built because
of the service got by the customer influence the interest towards the same brand.
TABLE SHOWING HOW OFTEN RESPONDENTDS HAVE BOUGHT

THE BRAND IN THE PAST.

RESPONDENTS
NOT AT ALL 12 24%
QUITE INFREQUENTLY 12 24%
QUITE FREQUENTLY 19 38%
VERY FREQUENTLY 07 14%
TOTAL 50 100%
ANALYSIS: The above table shows that 24% of the respondents have not at all bought the
brand in the past, 24% of the respondents quite infrequently have bought the brand in the past,
38% of the respondents quite frequently have bought the brand in the past and 14% of the
respondents very frequently have bought the brand in the past.
GRAPH SHOWING HOW OFTEN RESPONDENTDS HAVE BOUGHT

THE BRAND IN THE PAST.
Page 31
INTERPRETATION: The above graph shows that there are 38% of the respondents who
Bought the brand in the past quite frequently. It’s important to retain the loyal customers.
TABLE SHOWING WHY YOU WANT TO BUY THIS BRAND.

RESPONDENTS
BRAND 08 16%
PRICE 11 22%
SERVICE/QUALITY 25 50%
REPUTATION 05 10%
DESIGN 01 2%
TOTAL 50 100%
ANALYSIS: The above table shows that 16% of the respondents buying this brand due to
the brand, 22% of the respondents buying due to the price, and 50% of the respondents they
buy due to service /quality, 10% of the respondents buy due to reputation and 2% of the
respondents buy due to design.
GRAPH SHOWING WHY YOU WANT TO BUY THIS BRAND.
Page 32
INTERPRETATION: The above graph shows that there are 50% of the respondents
Buying the brand due to service/quality. Not only the brand customer’s seek for service and
quality in the final product.
TABLE SHOWING HOW LIKELY RESPONDENTDS WILL SWITCH

TO A COMPETING ORGANIZATION BRAND.

RESPONDENTS
LIKELY 21 42%
UNLIKELY 11 22%
NEUTRAL 16 32%
SOMEWHAT LIKELY 02 04%
TOTAL 50 100%
ANALYSIS: The above table shows that 42% of the respondent’s likely switch to
competing organization brand, 22% of the respondent’s unlikely switch to competing
organization brand, and 32% of the respondents feel neutral in switching to competing
organization and 4% of the respondents somewhat likely to switch to competing organization
brand.
GRAPH SHOWING HOW LIKELY RESPONDENTDS WILL SWITCH
TO A COMPETING ORGANIZATION BRAND.
Page 33
INTERPRETATION: The above graph shows that 42% of the respondent’s likely switch
to competing organization brand. This study shows that the company should safeguard its
customers by frequently studying the needs a fulfilling them with reasonable price.
TABLE SHOWING HOW MANY BRANDS DO RESPONDENTS KNOW

RESPONDENTS
1-2 09 18%
2-3 17 34%
MORE THAN 3 24 48%
TOTAL 50 100%
IN THE CAR.
ANALYSIS: The above table shows that 18% of the respondents know 1-2 brands in the
car, 34% of the respondents know 2-3 brands in the car and 48% of the respondents know
more than 3 brands in the car.
GRAPH SHOWING HOW MANY BRANDS DO RESPONDENTS KNOW

IN THE CAR.
Page 34
60%
40%
20% 18% 34%
0% 48%
ONE -TWO
TWO-THREE
MORE THAN THREE
INTERPRETATION: The above graph shows that 48% of the respondents know more
than 3 brands in the car. This shows that the competition is also growing which will attract
the customers.

RESPONDENTS
YES 30 60%
NO 10 20%
MAYBE 10 20%
TOTAL 50 100%
TABLE SHOWING DOES THE CAR RESPONDENTS ARE USING
NOW MATCH THEIR NEED.
ANALYSIS: The above table shows that 60% of the respondents say yes the car they are
using matches their need,20% Of the respondents say no and 20% of the respondents say
maybe the car they are using matches their needs.
GRAPH SHOWING DOES THE CAR RESPONDENTS ARE USING

NOW MATCH THEIR NEED.
Page 35
20%
YES
NO
MAYBE
20% 60%
INTERPRETATION: The above graph shows that 60% of the respondents agree that the
car they are using matches their need. While purchasing, customers measures the needs along
with the brand of the car.
TABLE SHOWING WILL RESPONDENTS RECOMMEND MARUTI

SUZUKI TO THEIR FRINDS AND RELATIVES.

RESPONDENTS
YES 42 84%
NO 08 16%
TOTAL 50 100%
ANALYSIS: The above table shows that 84% of the respondents will recommend Maruti
Suzuki to their friends and family and 16% of the respondents will not recommend Maruti
Suzuki to their friends and family.
GRAPH SHOWING WILL RESPONDENTS RECOMMEND MARUTI

SUZUKI TO THEIR FRINDS AND RELATIVES.
Page 36
90%
80%
70%
60%
50% 84%
40%
30%
20%
10%
0% 16%
YES
NO
INTERPRETATION: The above graph shows that there are 84% of the respondents they
will recommend Maruti Suzuki to their friends and family. Word of mouth plays an important
role in marketing the product.
TABLE SHOWING BASED ON RESPONDENTS OWN

EXPERIENCE
RESPONDENTS
VERY SATISFIED 17 34%
SATISFIED 24 48%
FAIR 07 14%
DISSATISFIED 01 02%
VERY 01 02%
DISSATISFIED
TOTAL 50 100%
ANALYSIS: The above table shows that 34% of the respondents are very satisfied with the
brand of their car, 48% of the respondents feel satisfied, 14% of the respondents feel fair, 2%
of the respondents feel dissatisfied and 2% of the respondents feel very dissatisfied with the
brand of their car.
GRAPH SHOWING BASE ON RESPONDENTS OWN EXPERIENCE
Page 37
INTERPRETATION: The above graph shows that 48% of the respondents are
satisfied with the brand of their car. 34% of the respondents are very satisfied. Which mean
66% of respondents are not completely satisfied.
CHAPTER-5
SUMMARY OF THE FINDING, SUGGESTIONS AND CONCLUSION
Page 38
FINDINGS
• As per the research it was found 90% of the respondents feel high quality is the most
important point in time of purchase.
• As per the research it was found 84% of the respondents agreed that the image of the
brand can influence the buying behavior.
• As per the research it was found 32% of the respondents feel fair to switch to another
alternative brand if they offer a similar but cheaper car.
• As per the research it was found 42% of the respondents purchase other car models
from the same brand if the brand of a car model they wish to purchase is out of stock.
• As per the research it was found 66% of the respondents agree to upgrade their car
model to the latest available model of the same brand.
• As per the research it was found 50% of the respondents feel that a brand is very
important when they purchase a car.
• As per the research it was found 52% of the respondents agreed that they found the
brand reliable.
• As per the research it was found 46% of the respondents who agree with the
statement, they trusted the brand.
• As per the research it was found 38% of the respondents who bought the band in the
past quite frequently.
• As per the research it was found 50% of the respondents buying the brand due to
service/quality.
• As per the research it was found 42% of the respondent’s likely switch to competing
organization brand.
• As per the research it was found 48% of the respondents know more than 3 brands in
the car.
Page 39
• As per the research it was found 60% of the respondents say yes the car they are
using matches their need.
• As per the research it was found 84% of the respondents they will recommend Maruti
Suzuki to their friends and family.
• As per the research it was found 48% of the respondents are satisfied with the brand
of their car.
SUGGESTIONS
• From the entire study it is understood that customers are concerned on the quality of
the product compared to the price. So the company should be more concerned on the
quality of the product in order to keep the previous customers and engage new
customers into the business.
• The company should safeguard its customers by frequently studying the needs and
fulfilling them with reasonable price.
• Promote good service it will help for word-of-mouth marketing. And brand image of
the company will also increase.
• Make your customers aware of newly launched products and explain the offers
provided so that it helps in retaining the loyal customers and sales will be increased.
• Attracting the customers is most important point so the company can focus on
increasing their promotional activities like advertisement.
• Knowing the competitor’s strategy is an advantage to a company and should also
monitor their competitor‘s performance in their areas of operations.
• As per research conducted the company should focus on upgrading or innovate its
new product based on the current trend so that the company can be able to attract the
young generation.
CONCLUSION
Maruti Suzuki remains for quality as much the way things are performed and that makes
MONDOVI MOTORS Pvt Ltd as one of the main dealers of Maruti Suzuki cars in
Bangalore. Despite rising input costs, they attempt their best to hold costs down according to
expressed by Maruti Suzuki. Mondovi Motors convey satisfaction on sales, item quality,
Page 40
vehicle execution and performance, after-sales maintenance and service, brand picture and
cost- of-possession.
Mondovi Motors have uniform pricing and great quality. They are oriented driven
organization and have more variants of car offering with greatest offers when contrasted with
different brands. They likewise offer great service and even spare parts are shabby when
contrasted with some other brand with low costs and dependable quality.
Learning experience
The project is about the customer brand loyalty towards Maruti Suzuki. Where there was a
lot to learn about it. It was indeed and exciting experience. This was a good opportunity to
gain knowledge in a practical environment and along with that I would like to say heartily
thanks to company Maruti Suzuki.
Bibliography
Books:
• Elizabeth, F.T. (2004). University of Mary Washington. Aggregate reflections of

brand loyalty.
• The automotive industry and the environment -Paul Nieuwenhuis and peter wells.
• The importance of customer’s loyalty -Nooranl Faizal.
Website:
https://en.wikipedia.org/wiki/Automotive_industry
https://en.wikipedia.org/wiki/Brand_loyalty
https://en.wikipedia.org/wiki/Maruti_Suzuki
https://en.wikipedia.org/wiki/Automotive_industry https://en.wikipedia.org/wiki/Brand
Awareness_ https://en.wikipedia.org/wiki/Maruti_Suzuki
Page 41
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“A STUDY ON FACTORS INFLUENCING CUSTOMER BRAND LOYALTY

TOWARDS MARUTI SUZUKI”

1.1 History and Evolution of Automotive Industry

1.2 Growth of Automotive Industry in India

India is expected to be the world's third-largest automotive market in terms of volume by

World's largest tractor manufacturer and second largest bus manufacturer.

World’s largest two-wheeler and three-wheeler manufacturer.

1.3 Key Players in Automotive Industry

• Mahindra & Mahindra Ltd:

• Hero MotoCorp Ltd:

• Bajaj Auto Limited:

 Toyota Motor Corporation:

• Mitsubishi Motors Corporation:

• Honda Motor Co Ltd. Company:

• Ford Motor Company:

1.4 Challenges and Opportunities in Automotive Industry

• Preservationist Weight and Fuel Reliance:

• Ascent of Vehicle Sharing:

1.6 Theoretical Background of the Study

• Acceptance of product extensions.

Importance of Brand Loyalty

How Brand Loyalty Works

How to Create Brand Loyalty

Brand Loyalty Factors

• Availability & Service:

2.1 Statement of the Problem

2.2 Objectives of the Study

• To examine the brand loyalty of Maruti Suzuki.

2.3 Need of the Study

2.4 Scope of the Study

2.5 Research Methodology

Data Collection Method

A questionnaire is a schedule consisting of a number of coherent and formulated series of

a) Open Ended Questionnaire:

b) Close Ended Questionnaire:

2.6 LIMITATIONS OF STUDY

3.1Name of the Company and History of the Company.

Name of the Company: Maruti Suzuki

History of the Organization:

3.3 Maruti Suzuki - Logo and its Meaning

3.4 Maruti Suzuki - Business Model

3.5 Maruti Suzuki – Vision

3.6 Maruti Suzuki – Mission

3.7 Maruti Suzuki Product Portfolio

• TOWARDS MARUTI SUZUKI”

3.8 Overview of Maruti Suzuki India Limited

The top 10 competitors in Maruti Suzuki's competitive set are;

3.10 MARKET SHARE

3.11 MILESTONES STONES ACHIVED/AWARDS

3.12 MARUTHI SUZUKI RECENT ACQUISITION

3.13 MARUTI SUZUKI - FUTURE PLANS

The Company will focus primarily on the following projects:

The Company is committed to improving the wellbeing of the local community by

• Vocational Skills for Youth and Women:

• Rural Development Projects:

• Up gradation of Government Vocational and Technical Training

The Company will improve quality of training by upgrading infrastructure, overall