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Mangement Issue

In: Business and Management

Submitted By rajan143
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SANGHVI INNOVATIVE ACADEMY
(Affiliated to D.A.V.V., Indore)

A Synopsis On “A comparative study of customers’ brand loyalty towards Maruti Suzuki & Tata Motors”

2010 -2012

GUIDED BY: SUBMITTED BY: Prof. SURBHI GANGRADE TARUN PORWAL M.B.A.3rd SEM ROLL NO.1006193

INTRODUCTION Formerly known as Maruti Udyog Ltd., Maruti Suzuki India has been a market leader in passenger vehicles for over two and a half decades and perhaps has the widest array of cars in India. The company has faced stiff competition for years but now has started succumbing to the rapid change. The automotive scenario in India is changing rapidly and Maruti Suzuki has not been able to cope up with the change, at least not as well as some of its competitors. The customers are now more informed and experimental and hence the ‘close your eyes and pick a Maruti’ attitude is fast disappearing Maruti Suzuki India Limited. The company's headquarters are located in New Delhi. In February 2012, the company sold its 10th million vehicle in India.

Tata Motors produces vehicles both in the Light Commercial Vehicles (LCV) and the Medium and Heavy Commercial Vehicles (M and HCV) segments. It faces higher competition in the LCV segment, where its Tata ACE has been a huge success. Internationalization forms a key component of Tata Motor's strategy and it has successfully entered countries having a demand similar to India like South Africa, Thailand and Argentina, mainly through acquisitions and joint ventures. It needs to improve its product reliability, service network and channel reach in order to maintain and replicate this success in other markets. Some of the recommendations for Tata Motors are exploring mass customization options in the Small Commercial Vehicle (SCV) segment, improving brand reputation and technology appropriation to bring out a world class ultra-HCV segment.
Tata Motors is South Asia’s largest automobile company; it is the leader in commercial vehicles and among the top three in passenger vehicles. Worldwide it is the world's fourth-largest truck manufacturer and second-largest bus manufacturer. Brand loyalty:
The extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands. "The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category"

REVIEW OF LITREATURE Barbara Olsen (1993),in his study "BRAND LOYALTY AND LINEAGE: EXPLORING NEW DIMENSIONS FOR RESEARCH”Stated that It is clear from the interviews that brands are an important component in generational bridging. McCracken reflects that each family now has a limited role connecting generations. Goods we purchase are often replacements for what we no longer inherit and their meaning changes to suit the moment (1990: 52). What we now pass on to those generations, demonstrated by this study, is the brand itself. The product becomes a symbol of the socialization process and can function as a "bridge" or "fence" as individuals interpret their own identity. Sharyn Rundle-Thiele, in his study “Assessing the performance of brand loyalty measures”Stated that We examine a model of six latent constructs and propose that true brand loyalty can be explained as a result of five distinct antecedents: brand credibility, affective brand conviction, cognitive brand conviction, attitude strength, and brand commitment. Data from experimental conditions with manipulations of eight product classes and two involvement levels lend support for the proposed model, demonstrating that brand loyalty can be considered as truly loyal only when mediated by a high degree of affective and cognitive brand conviction, and attitude strength. Advertising and marketing implications for the relationships among the six constructs under different manipulation conditions are discussed. Choong Lyong in his study “the Theory of Reasoned Action Applied To Brand Loyalty” stated that The purpose of this paper is to integrate the three aspects of brand loyalty which are cognitive response, subjective norm, and purchase behaviour in the measurement of brand loyalty. These aspects will then be used to investigate relationships among several antecedents of behavioural brand loyalty through Theory of Reasoned Action (Fishbein, 1980). As stated in the introductory paragraph of the article, Fisher (1985) states that marketers are now battling with each other as there are less brand loyalty as it used to be. This comes as a response towards the ever growing brand choice alternatives (e.g., competitions, other variety, substitute

OBJECTIVES OF PROPOSED STUDY 1. To study & analyze the factors which influence customers to buy a product of particular brand.

2. To study the satisfaction level of customers towards a brand.

3. To study & analyze the factors that makes customers loyal to a brand.

RESEARCH METHODOLOGY SOURCE OF DATA PRIMARY DATA (questionnaire) Sample size All the items considered in any field of a universe of population. In this research few items are selected from the population. Sample size =200 TOOLS OF ANALYSIS 1. Questionnaire schedule 2. Percentage Analysis 3. Bar Diagram 4. Pie chart 5. Hypothesis Testing

SCOPE To identify there factors which let customers shift to another brand. This would help both the companies to improve on such areas & maintain customer loyalty towards their brand. It helps to identify customer satisfaction towards Maruti Suzuki & Tata Motors.

REFERENCE 1. Creating Passion Brands: How to Build Emotional Brand Connection with Customers by Helen Edwards Ph. Dr Ph. and Derek Day.
2. Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position by Brad VanAuken.
3. Consumer-Brand Relationships: Theory and Practice by Susan Fournier, Michael Breazeale and Marc Fetscherin (Mar 23, 2012).
4. The role of celebrity advertising on brand loyalty and patronage: The role of celebrity advertising on brand loyalty and patronage: A study of Chi Vita Fruit Juice in Nigeria by Okorie Nelson (Jan 4, 2011).
5. Marketing management by Philip kotler.
6. www. tatamotors.com
7. www. marutisuzuki.com…...

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