International Journal of Engineering Technology Science and Research

IJETSR
www.ijetsr.com
ISSN 2394 – 3386
Volume 5, Issue 3
March 2018

A Study on Brand Awareness of Maruti Suzuki Motors At

Hyderabad

Aakashkiran.H
Department of Master of Business Administration
MallaReddy Engineering College (Autonomous)
Maisammaguda, Secunderabad.

P.Rajitha
Assistant Professor
Department of Business Administration
MallaReddy Engineering College (Autonomous).

ABSTRACT:
The aim of the study is to find out methods to create a brand awareness of maruti suzuki vehicles, its brand image and
brand identity in order to make stronger the brand and increase a competitive advantage over other similar brands. to
fulfil clients’ desires through offering high-quality goods and services, recognise how customers behave, make the
decision to buy items or services, what factors have an effect on the ones selections and how do these elements exchange
their purchasing sample enhance income offerings and broadening consumer base decide what function do the elements
influencing customer’s conduct play inside the sales of goods? improve the brand cost and image focus

LITERATURE REVIEW:
Keller, 2003:
A brand differentiates a product in several forms and it can be broadly divided into two categories- The
tangibles (rational), and the intangibles (emotional and symbolic). Either way, while the product performs its
basic functions, the brand contributes to the differentiation of a product
Achenaum, 1993:
These dimensions “distinguish a brand from its unbranded commodity counterpart and gives it equity which is
the sum total of consumers’ perceptions and feelings about the product’s attributes and how they perform,
about the brand name and what it stands for, and about the company associated with the brand”
Pelsmacker et al., 2004:
The most significant contribution of a strong brand to consumers would be the reduced searching time and
cost when they are confronted with a set of identical products. It helps consumers to identify and locate a
product with less information processing and decision time because of the expected quality from accumulated
brand knowledge

INTRODUCTION:
branding is the artwork and cornerstone of advertising and marketing. the American advertising association
defines a logo as: a name, time period, sign, image, or design, or an aggregate of them, supposed to discover
the products or services of 1 seller or institution of sellers and to distinguish them from those of competitors.
An emblem is a lot more than a name, emblem, colours, a tagline, or image. these are advertising and
marketing tools processes. a logo is basically a marketer’s promise to deliver a specific set of characteristic,

1566 Aakashkiran.H, P.Rajitha

 International Journal of Engineering Technology Science and Research
IJETSR
www.ijetsr.com
ISSN 2394 – 3386
Volume 5, Issue 3
March 2018

benefits and offerings continually to the shoppers. the marketer must establish an undertaking for the emblem
and a vision of what the logo must be and do.logo nodding arise while clients revel in the organization as
turning in on its gain promise. the truth is that brands aren't constructed by means of advertising and
marketing however with the aid of the emblem experience. brands range in the amount of electricity and cost
they have in the marketplace. at one intense are brands that are not recognized purchase must consumers then
there are manufacturers for which buyers have a reasonably excessive degree of brand recognition. beyond
this are manufacturers with a high diploma of logo acceptability.
A brand wishes to be carefully managed a so that its equity does now not depreciate. this calls for preserving
or improving brand awareness, perceived first-rate and capability, and fantastic associations. these
responsibilities require non-stop r and d funding, skillful marketing, and fantastic trade and purchaser service.

OBJECTIVES OF THE STUDY:

The study has been conducted with the following objectives in mind:
1.To understand how brand focus made consumer to buy product,
2.what factors and variables of brand affect them to purchase,
3.To recognize what position does the brands has in the minds of clients

RESEARCH METHODOLOGY:
SOURCESOFDATA: The data has been collected from both primary and secondary sources, to get
information regarding the organization and products.

PRIMARYDATA:Primary data has been collected through questionnaires. The questionnaire was mostly
related to the brand awareness towards CAR MOTORS of the customers on different feature such as the
model, price, effectiveness of the brand etc. Provided by MARUTI MOTORS LIMITED.

SECONDORY DATA:
Secondary data has been taken from bellow sources:
1. Reports
2. Pamphlets
3. Advertisement
4. Customer database
5. Newspapers

Hypothesis:
H0: - There is no relation between buying behavior and brand image
H1: There is relation between buying behavior and brand image.

SAMPLING:
out of few lakes of automobile vehicles customers spread throughout India, the clients of Maruti Cars,
Hyderabad metropolis simplest are taken as target populace for the have a look at.
SAMPLESIZE:The sample length of one hundred is chosen from the database of the agency. the take a look
at requires on intensive survey and youngster observation in amassing records concerning the emblem
recognition degrees of maruti automobiles constrained customers.

1567 Aakashkiran.H, P.Rajitha

 International Journal of Engineering Technology Science and Research
IJETSR
www.ijetsr.com
ISSN 2394 – 3386
Volume 5, Issue 3
March 2018

SamplingTechnique: most effective easy random sampling technique is adopted in choice the pattern. in this
approach, every and every unit of the population has on identical opportunity of being selected inside the
sample
data series manner:
based on need and targets, varieties of facts required for have a look at and other sources of data are
diagnosed.

DATA ANALYSIS AND INTERPRETATION:

AGE GROUP
Total Number of Customers Surveyed: 100
AGE GROUP NO.OF CUSTOMERS PERCENTAGE
25-45 52 52%
45-65 40 40%
65 And Above 8 8%
Total 100 100%
Interpretation:
From the above table, we can observe that 52% of the people belongs to 25 – 45 age group, 40% of the people
belongs to 45 - 65 age group and 8% of the people belongs to 65 and above. The analysis shows that most of
the people belongs to 25 – 45 age.

NO.OF CUSTOMERS
60

50

40

30

20

10

0
25-45 45-65 65 And Above

GENDER
Total number of Customers surveyed: 100
GENDER NO. OF CUSTOMERS PERCENTAGE
Male 87 87%
Female 13 13%
Total 100 100%
Interpretation:
From the above table we can observe that among 100customers 87% are Males and 13% are Females.

1568 Aakashkiran.H, P.Rajitha

 International Journal of Engineering Technology Science and Research
IJETSR
www.ijetsr.com
ISSN 2394 – 3386
Volume 5, Issue 3
March 2018

female
0% 13%

male
87%
female male

Occupation
Total Number of Customers Surveyed: 100
OCCUPATION NO.OF CUSTOMERS PERCENTAGE
Business 38 38%
Professional 30 30%
Student 7 7%
Employee 25 25%
Total 100 100%
Interpretation:
From the above table, we see that 38% of the people belongs to Business, 30% of the people from
Professionals, 7% of the people from students and 25% of the People belongs to Employees. The analysis
shows that major part of the people belongs to Business category.

NO.OF CUSTOMERS
40

35

30

25

20

15

10

0
Business Professional Student Employee

1)What influence to buy maruti Suzuki motors?

a) others b) Price (c) Brand Image (d) Quality

1569 Aakashkiran.H, P.Rajitha

 International Journal of Engineering Technology Science and Research
IJETSR
www.ijetsr.com
ISSN 2394 – 3386
Volume 5, Issue 3
March 2018

CATAGORIES NO.OF CUSTOMERS PERCENTAGE

Price 24 24%
Brand image 36 36%
Quality 25 25%
Other 15 15%

NO.OF CUSTOMERS

15%
24% Price
Brand image
25% Quality
Other
36%

2)WHY DID YOU PURCHASE ONLY MARUTI SUZUKI PRODUCTS INSTEAD OF ANY OTHER
BRAND?
(a) Quality (b) Brand image(c) Price (d) Other

CATAGORIES NO.OF CUSTOMERS PERCENTAGE

Quality 35 35%
Brand image 30 30%
price 25 25%
other 10 10%

35
30
25

10
35% 30% 25% 10%

QUALITY BRAND IMAGE PRICE OTHER

NO.OF CUSTOMERS PERCENTAGE

1570 Aakashkiran.H, P.Rajitha

 International Journal of Engineering Technology Science and Research
IJETSR
www.ijetsr.com
ISSN 2394 – 3386
Volume 5, Issue 3
March 2018

Opinion Consumer behavior Brand image

Price 24 35
Quality 36 30
Brand image 25 25
Other 15 10
Correlation value r=0.69
Table value degrees of freedom v=2 is 0.95
Hence calculated is less than the table value we failed to reject the null hypothesis there is no relationship
between consumer behavior and brand image.

FINDINGS:
The promotional strategy of MARUTI MOTORS LIMITED is advertisement of which electronic media and
by press media are playing a vital role.
 Out of the models of MARUTI SUZUKI the most popular brand is Car motors because it is possessed by
45% of the customers.
 Though the customers are having good awareness levels regarding the programs being conducted by
MARUTI MOTORS, they are not attending the programs because of various reasons.
 The customers find some problem’s regarding the services of Car motors while comparing with the
remaining models.

CONCLUSION
There is no relationship between consumer behaviour and brand image towards to purchase maruti Suzuki
motors they have good brand image in the market. The brand image is helpful to increase the sale and profits.

REFERENCES:
1. Asker DA (2009) Managing brand equity. Simon and Schuster.
2. Keller KL, Parameswaran MG, Jacob I (2011)Strategic brand management: Building, measuring, and managing
brand equity. Pearson Education India.
3. Kapferer JN (2001) (Re) inventing the brand: can top brands survive the new market realities?Kogan Page
Publishers.
4. Kapferer JN (2008) The New Strategic Brand Management: Creating and Sustaining Brand Equity.

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