A

Project report

On

Consumer Buying behavior of car with reference to

MARUTI SUZUKI UDYOG LTD.

CONTENTS

INTRODUCTION LITERATURE REVIEW OBJECTIVE RESEARCH METHODOLOGY DATA ANALYSIS & INTERPRETATION OBSERVATION, CONCLUSION AND RECOMMENDATION SWOT ANALYSIS LIMITATION BIBLOGRAPHY

INTRODUCTION
OBJECTIVE OF THE STUDY

The basic objective of the project during the research and study will be focused on the following parameters:

To know what features and services attract the customers. Effect of brand image in buying behavior. Impact of advertisement in buying behavior To know what factors determine the purchase of a car . Influence of family & friends in buying behavior.

Literature Review
Today the primary capital of much of the business is their brands. For decades, the value of the company was measured in terms of its real estate, then tangible assets, plants and equipments. However, it has recently been recognized that a companys real value lies outside the business itself, in the minds of potential buyers. For the potential customer, a brand is a landmark. Like money, it facilitates trade. Faced with a multitude of silent or hard- to-read products, whose performance cannot be assessed at first glance, customer is confused. Brand and prices make products easier to read removing uncertainty. A Product price measures its monetary value ,its brand identifies the products and reveals the facts of its differences functional value ,pleasure value and symbolic value as a reflection as a buyers self image. One word, one symbol summarizes an idea, a sentence and a long list of attributes, values and principles infused into the product or service. A brand encapsulates identity, origin, and the difference. This is why brand are vital for the business. Consumers have become very discerning in their choices. Consumer behavior is very complex and is determined to a large extent by social and psychological factors and is necessary for a marketing manager to understand properly before he plans his marketing strategy. Within the

broad framework of marketing, the area that entices the most researchers is the study why a consumer behaves in a particular way. The complexity of the behavior however varies with the nature of the product and the need, which it is required to satisfy. The term consumer behavior may be defined as the decision process and the physical activities in which the individuals engage them while evaluating, acquiring, using or disposing off goods and services. The study of consumer behavior is the study of how individuals make decisions to spend their available time on consumption of related items. Consumer behavior is an applied discipline. Its application exists at two different levels of analysis. One is at the micro level perspective and other at the micro level perspective. Micro level seeks application of the knowledge faced by individual, firm or an organization. The macro perspective applied knowledge of consumer include the aggregate level of problem faced by large groups or by society as a whole. Buying behavior is an attempt to understand and predict human actions in the buying role. Consumer behavior provides a sound basis for identifying and understanding consumer needs. It is the act of the individuals directly involved in obtaining and using economic goods and services. The study of buying behavior is an essential component of marketing . The adoption of marketing concept by the marketers provides the impetus for the study of

consumer behavior. Increase of new product in the market, there is a risk of product failure. To increase the chances of success of new products, better information of the consumer behavior is required. Their desired, tastes and preferences are to be taken care of. So from all these aspects the study of consumer behavior is important.