This document summarizes an internship report on promotions, events, and a survey on individual perceptions of Maruti Suzuki conducted by an intern at Sanei Motors Private Limited. The internship involved assisting with promotions and events, visiting other auto showrooms to compare them to Maruti Suzuki, conducting customer profiling of Maruti's new Celerio model, and surveying 150 individuals on their perceptions of Maruti Suzuki. The survey found that Maruti Suzuki is preferred for its price and mileage but could improve its looks, and that after-sales service is highly satisfactory while safety features are less important to customers. Suggestions include lowering accessory prices and increasing awareness of home services.

1. PROMOTIONS, EVENTS AND
SURVEY ON INDIVIDUAL
PERCEPTION ON MARUTI SUZUKI
•Company: Sanei Motors Private Limited
•Project Guide: Mr. Bappadityo Dhar
•Faculty Guide: Prof. Bhupinder Arora
•Submitted by: Somrick Guha
•Enrollment Number: 30301300

2. Company Profile
 Sanei Motors Private Limited
 Sanei Motors Private Limited is an authorised
dealership of Maruti Suzuki Udyog Limited.
 Sanei Motors Private Limited has not only a
showroom which deals with new car sales, but it
also has two other departments.
 True Value Maruti Suzuki, which deals with
evaluation of old cars and sale of pre owned cars.
 Maruti Driving School and which teaches driving to
the first timers.

3. Maruti Suzuki Udyog Limited
 Maruti Suzuki India Limited, commonly referred to
as Maruti and formerly known as Maruti Udyog
Limited, is an automobile manufacturer in India. It
is a subsidiary of Japanese automobile and
motorcycle manufacturer Suzuki.
 Maruti Suzuki manufactures and sells a complete
range of cars from the entry level Alto, to the
hatchback Ritz, A-Star, Swift, Wagon R, Zen and
sedans DZire, Kizashi and SX4, in the 'C'
segment Eeco, Omni, Multi Purpose vehicle
Suzuki Ertiga and Sports Utility vehicle Grand
Vitara.

4. Company History
 Maruti's history begins in 1970, when a private
limited company named 'Maruti technical services
private limited' (MTSPL) is launched on November
16, 1970.
 In June 1971, a company called 'Maruti limited'
was incorporated under the Companies Act
and Sanjay Gandhi became its first managing
director.
 In 1982, a license and Joint Venture Agreement
(JVA) is signed between Maruti Udyog Ltd.
and Suzuki of Japan.
 Finally, in 1983, the Maruti 800 is released.

5. Expansion of Maruti Suzuki
True Value Outlet
Availability of easy finance
On Road Service
Maruti Driving School

6. Automobile Industry in Recent
Years

7. Business Objectives
 An insight into the automobile industry
 Not only dealing with a product of one company in
the industry but also other competitors in the
industry.
 Promotion and event managements through road
shows, mega events, cooperative and corporate
events.
 As an intern, we will be learning the different
stages of promotion, events organised under the
dealership.
 Handling customer grievances and feedback.
 Customer profiling on a new product of Maruti

8. Targets/ Tasks
 Promotions and Events
 The company introduced us to the
Promotion and events and below
the line activities operating in the
company. Our internship started up
with depicting the various below the
line activities in the promotion of the
company and attracting their
customers.
 The regular tasks were attending
some major events like ‘The Maruti
Maha Exchange Mela’, corporate
shows, cooperative society events
and road shows events of Sanei
Motors Private Limited.

9. Targets and Tasks
 Showroom Visit Projects
 A task of visiting 18 showrooms of different companies
namely: Hyundai, Chevrolet, Mahindra, Fiat, Honda,
Ford, Toyota and Nissan to understand the product
profile of each and every company and the competition
in the market.
 To understand how the showroom ambience which
plays a major role in a customer’s buying decision,
right from the hospitality factors, attentiveness to the
customer, infrastructure, sales pitch of the salesman
and the product knowledge about a product.
 The visits were done by me being a customer
interested in buying a car.

10. Research Findings
 The automobile sector has a huge variety of products and of
different categories and class.
 The automobile sector has a new thing coming one day or the
other.
 A consumer does take into account the hospitality he is getting,
the salesman is attending him or not or the salesman is paying
him good attention or not.
 For an Indian consumer, sometimes features and interiors
become secondary and the most important point is the mileage
he will be getting in compared to other cars
 For an Indian consumer, the salesman’s product knowledge and
the demonstration does play a huge role.
 The way the Indian consumer think is how much is the
salesperson is attentive to him and the knowledge he has about
not only his products but even other products too.

11. Targets/ Tasks
 Customer Profiling of their
new product Celerio in the
Market
 The customer profiling of 10
customers was done in 3 days with a
proper questionnaire and profiling of
a new product namely Celerio of
Maruti Suzuki.
 The work done was with the help of
68 questionnaires, capturing the
customers, experiences and
grievances regarding the product.
 The customers were approached
with a gift, for giving us an
opportunity to serve them

12. Research Findings
 The Celerio comes in two variants
 Automatic Transmission
 Manual Transmission
 According to the customers, Celerio is a car for every person, there is no
such people who would not love to drive a car like Celerio.
 The customers were very satisfied with the engine pickups and interiors
 The customers felt very comfortable and said the car is good value for
money car and spacious too.
 The customers were not satisfied with the mileage. According to them,
instead of a 23.1kmpl, they were getting 11-12kmpl.
 The customers were not satisfied with the body weight and thought the car
to be unsafe.
 The Celerio came up with less features in the mid-section (i.e., the Vxi or the
Vdi) of the model.
 The top model of Celerio (Zxi or Zdi) does not have an automatic gear shift
in it.

13. Individual’s Perception on Maruti
Suzuki
 Objective of the study
 The objective of the study is to find out the consumer
behaviour towards Maruti Suzuki products.
 To study the most preferred four wheelers in terms of
technology and price.
 To study the most desirable four wheelers brand with
respect to mileage and fuel consumption.
 To determine consumers preferences in terms of
aesthetic value addition (inner value) in four wheelers
segment.
 To study consumer awareness in the range of
available products.

14.  Primary Sources
 Primary data has been collected with help of questionnaire
from various four wheelers users. The data collected through
questionnaire form that is filled by the general public
according to the researcher’s convenience.
 Sample
 A sample size for this research is 150 and sample is taken
randomly.
 Secondary Data
 Secondary data collection is collected by others already and
the Researcher will be using that information for his own
research purpose.
 Secondary data can be collected from published reports,
newspaper, websites, and journals, Publications of national
and international organisation.

15. Gender of the Respondent
62%
38%
Male
Female
Company Shares
36%
17%
5%
3%
7%
25%
5%
2%
Maruti Suzuki
Chevrolet
Hyundai
Honda
Tata Motors
Mahindra
Toyota
Others
Age of the respondent
3%
30%
10%
10%
6%
23%
20%
14%
Class of Cars
Mini
Hatchbacks
Compact-Sedan
Sedan
MUVs/LUVs
SUVs
9%
30%
40%
5%
18-23
23-28
28-34
34-40
40-50
>50

16. 19%
19%
62%
Price
No
Neutral
Yes
14%
23%
63%
Mileage
No
Neutral
Yes
7%
14%
79%
Looks
No
Neutral
Yes
Whether the Price of Maruti Suzuki is
Satisfactory or not?
Whether the Mileage of Maruti Suzuki
is Satisfactory or not?
Whether the Looks and
style of Maruti Suzuki
Products is needs to
change or not?

17. 6%
21%
73%
Interiors
No
Neutral
Yes
19%
39%
42%
Safety Features
No
Neutral
Yes
Seating Capacity
4%
23%
73%
No
Neutral
Yes
Whether the Interiors of Maruti
Suzuki is Satisfactory or not?
Whether the Safety Features of Maruti Suzuki
Products was an important feature in buying a
Maruti Suzuki?
Whether the Seating
Capacity of Maruti Suzuki
Products is satisfactory or
not?

18. After Sales Service
Engine Performance
1% 3%
96%
Whether the Accessories of Maruti Suzuki
Products is priced high than the one in the
local market or not?
No
Neutral
Yes
18%
29%
53%
Accessories
No
Neutral
Yes
2%
23%
75%
No
Neutral
Yes
Whether the Engine
Performance of Maruti
Suzuki Products is
satisfactory or not?
Whether the After Sales Service of Maruti
Suzuki Products is satisfactory or not?

19. 5%
27%
68%
Resale Value
No
Neutral
Yes
Status Symbol
2%4%
94%
No
Neutral
Yes
Whether the Resale value of Maruti
Suzuki Product is satisfactory or not?
Whether the purchase of Maruti Suzuki
Products adds something to their Status
Symbol or not?

20. Research Findings
 The Price and mileage suits an Indian consumer who takes care of his
pocket well.
 Maruti Suzuki needs to work on their looks as compared to others in their
matter.
 Maruti Suzuki consumers are less concerned about the safety feature in a
car.
 The consumers are very happy with the seating capacity
 The consumers have no complaints on the engine performance
 The accessories of the provided under Maruti Genuine Accessories(MGA)
needs to be much cheaper according to the consumers
 The after sales service is one of the biggest factors which the consumer
look ahead to and very satisfied with Maruti’s after sales service.
 The resale value is satisfactory when sold later on
 The status symbol in the sense works for a consumer on the basis of their
sensibility in choosing a maruti product in this petrol hike market

21. Suggestions
 It is found that in this segment the important features considered by
the customers while buying a car are mileage, price & maintenance.
So manufacturer has to consider these aspects to attract and retain
customers thus making an effort to build a good brand image.
 Discount on accessories and spare parts also act as influencing
factors for purchase decision. So dealer can give discounts on spare
parts and accessories, after sales for a period of a year or two to
stimulate the customers.
 Customers want service at their doorsteps but are unaware of the
home delivery facility provided by the dealers. So a measure has to
be taken to create awareness in this direction.
 Most of the customers buy cars from bank loan rather than financial
companies. So the companies have to come up with attractive loan
facilities to their customers.
 Word of mouth is effective media of communication. Hence the
dealer should keep the existing customers happy by providing good
service and make customers talk good about their service provided.

22. SWOT Analysis
 Strengths
 Sales Team operating effectively
 Good Infrastructure
 Huge inventory of pre-owned cars
available
 Availability of on-road assistance at
any time service available.
 Availability of home delivery services
and test drive services.
 Weaknesses
 Huge sales team effecting the
organisation due to over employment.
 Huge competition within the
organisation between salesmen.
 Problems in Delivery Department.
 Very slow processing of administration.
 Problems in Car registrations.
• Threats
• Huge competition among
dealerships.
• Huge competition between other
brands and Maruti Suzuki
• Loss of customers due to less
re-sale value
• Loss of customers due to
registration issues.
• Opportunities
• Huge sales team can be used to
sales very effectively.
• Two huge workshops available in
the city and a district and Maruti on-road
services available.
• Two showrooms available in the city
and a district.
• Indian consumer attraction may
lead to better sales figures.

23. Conclusion
 Kolkata being a metropolitan city is dwelled by middle and
higher-class people in majority.
 The market for four-wheeler has never been a dearth here.
But of all the varieties available in this segment, small cars are
most preferred.
 Customers in this segment want to adopt change into their life
style.
 This has fostered entry of varieties of small cars available
nation-wide to flourish in this market. This has enhanced the
competition in this car segment.
 But Maruti with stood this competition by retaining its market
share to be the highest.
 The results of the survey conducted showed that Maruti Alto
Brand is the most preferred car and it also showed the buying
behaviour of customers that the most of the customer
purchase car based on mileage followed by price and
maintenance.

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