Brand Loyalty Maruti
Brand Loyalty Maruti
Brand Loyalty Maruti
PROJECT REPORT
ON
BRAND LOYALTY
AT
MARUTI SUZUKI
Submitted
By
M.KOUSHIK
H.T.NO: 1325-18-672-197
PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE
OF
Brand loyalty is defined as positive feelings towards a brand and dedication to purchase the
same product or service repeatedly now and in the future from the same brand, regardless of a
competitor's actions or changes in the environment. It can also be demonstrated with other
behaviors such as positive word-of-mouth advocacy. Brand loyalty is where an
individual buys products from the same manufacturer repeatedly rather than from other
suppliers. Businesses whose financial and ethical values, for example ESG responsibilities,
rest in large part on their brand loyalty are said to use the loyalty business model.
DEFINITION
True brand loyalty occurs when consumers are willing to pay higher prices for a certain brand
and go out of their way for the brand, or think highly of it.
Core Concept of Marketing:
Products
Market
The use of it is inseparable from its purchase (,i.e. a service is used and consumed
simultaneously)
It does not possess material form, and thus cannot be smelt, heard, tasted, or felt.
The use of a service is inherently subjective, in that due to the human condition, all
persons experiencing a service would experience it uniquely.
As examples of the above points, a train ride can be deemed as a service. If one buys a train
ticket, the use of the train is typically experienced concurrently with the purchase of the
ticket. Moreover, a train ride cannot be smelt, heard, tasted or felt as such. Granted, a seat can
be felt, and the train can be evidently heard, nonetheless one is not paying for the permanent
ownership of the tangible components of the train.
Services (by comparison with goods) can also be viewed as a spectrum. Not all products are
pure goods, nor are all pure services. The aforementioned example of a train ride can be
deemed a pure service, whilst a packet of potato chips can be deemed a pure good. An
intermediary example may be a restaurant (as the waiter service is intangible, and the food
evidently is tangible in form).
RESEARCH METHODOLOGY:
This chapter describes the methodology of the study. This project is based on
information collected from primary sources. After the detailed study, an attempt has been
made to present comprehensive analysis of Brand Loyalty in Maruti suzuki . The data had
been used to cover various aspects like consumer loyalty behavior and customer’s satisfaction
regarding Maruti suzuki . In collecting requisite data and information regarding the topic
selected, I went to the residents of Warangal and collected the data.
Survey design:
The study is a cross sectional study because the data were collected at a single point of time.
For the purpose of present study a related sample of population was selected on the basis of
convenience.
Sample Size and Design:
A sample of 100 people was taken on the basis of convenience. The actual consumers were
contacted on the basis of random sampling.
Research Period:
Research work is only carried for 5 or 6 weeks.
Research Instrument:
This work is carried out through self-administered questionnaires. The questions included
were open ended and offered multiple choices.
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source:
The primary data comprises information survey on “Brand Loyalty towards Bajaj with
Special Reference to Maruti suzuki ”. The data has been collected directly from respondent
with the help of structured questionnaires.
Secondary Source:
The secondary data was collected from internet, References from Library.
ARTICLE: 1
AUTHOR: Battalio, R. C., Kagel, J. H., Winkler, R. C., Fisher, E., Basmann, R. L.,
Krasner L. (1974)
Volume: Vol. 1
ABSTRACT
in the five leading international journals in this field. Analyzing academic contributions to a
specific area of research provides valuable insights into how it has evolved over a defined
period. The approach was to briefly discuss content analysis and its application in scholarly
literature review studies. The methodology used here involves the classification of topics to
methodologies, and analysis techniques. The most cited articles in the field and within each
studied period.
ARTICLE: 2
TITILE: A Study on Factors Influencing on Brand loyality
Author: Sunil Naranje and Sudarshan Pawar
JOURNAL: Research journal
VOLUME: 15
Year and Date of Publication: 2015
ABSTRACT
In Present Marketing Scenario, the Study of BRAND LOYALITY has become essential.
Consumers are the kings of markets. Without consumers no business organization can run.
All the activities of the business concerns end with consumers and consumer satisfaction.
Brand loyality study is based on brand loyality, with the customer has become an integral part
of strategic market planning. In order to develop a framework for the study BRAND
LOYALITYit is helpful to begin by complying the three distinct roles of user, payer and
buyer. Brand loyality side ring the factors which impacts on brand loyality as well as the
evolution of the field of consumer research and the different paradigms of thought that have
influenced the discipline. As described in this article, a set of dimensions can be identified in
the literature, which can be used to characterize and differentiate the various perspectives on
consumer research.
This research paper mainly focuses on Automobile (Four wheeler) Customers and their
buying behaviour in Pune city. Descriptive type research design used in the study. Sample
size is 265 Customers who own a car. Convenience sampling technique is used in the
research. Data is collected through structured questionnaire. Data is analyzed through using
Excel and various statistical tools. Findings are derived from the data analysis and required
suggestions are given.
ARTICLE: 3
ABSTRACT
This experimental study of consumer decision making over time explored risk-reduction
processes of information seeking, repurchases deliberation, and brand loyalty. Perceived risk
was manipulated by creating low-risk and high-risk groups. The task was to choose among
brands of hair spray. Results showed that information seeking and repurchase deliberation
Author: Alfred A. Kuehn B.S., M.S., Ph.D., Ralph L. Day, B.S., M.S., Ph.D.
ABSTRACT
Does it make sense to classify consumers as users and nonusers? As heavy and light users?
Do American consumers fit into such neat categories? Or is it likely that their brand choice
This article shows how traditional, static approaches are inadequate for predicting consumer
behavior. It offers an alternative: the dynamic, probabilistic approach which can sharpen
ABSTRACT
The use of social media is growing rapidly. For marketing professionals, social media is a
new outlet that can potentially be used to help increase the interest in a product or service. In
this paper, we report, analyze and interpret the results of a survey that asked several questions
concerning the relationship between social media use and the overall impact social-media
the membership status in several social-media sites and the frequency of visit to these sites as
well as the frequency with which selected opinions were expressed during these visits. Our
analysis provides preliminary statistical evidence to help evaluate the impact of social-media
usage on customer purchase. This has implications for customer lifetime value (CLV)
Solomon, M.R. (1995), Consumer Behaviour, 3rd Ed., Prentice Hall Stayman, D.M. and
Deshpande, R. (1989)
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