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
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
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 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. 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
0% female 13% male 87% female male Occupation Total Number of Customers Surveyed: 100 OCCUPATION 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. 40 35 30 25 20 15 10 5 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
CATAGORIES PERCENTAGE Price 24 24% Brand image 36 36% Quality 25 25% Other 15 15% 15% 24% Price 25% Brand image Quality 36% Other 2)WHY DID YOU PURCHASE ONLY MARUTI SUZUKI PRODUCTS INSTEAD OF ANY OTHER BRAND? (a) Quality (b) Brand image(c) Price (d) Other CATAGORIES PERCENTAGE Quality 35 35% Brand image 30 30% price 25 25% other 10 10% 35 30 25 35% 30% 25% 10% QUALITY BRAND IMAGE PRICE OTHER 10 PERCENTAGE 1570 Aakashkiran.H, P.Rajitha
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. 1571 Aakashkiran.H, P.Rajitha