A Study on Consumer Behaviour with Special Reference to Maruthi Suzuki at Varun Motors Pvt. Ltd, Rajajinagar, Bengaluru.

Abstract

In this Information Technology era importance of consumer buying behavior cannot be ignored. The manufacturer has understood that he is not the decider of which products to be produced it is the consumer itself as there is a say customer is the king. This study is intending to identify the importance and factors that influence the consumer in Maruthi Suzuki to buy an car. What are consumer‘s preferences towards a particular brand and what are his view points towards it. Also what is the information he uses before the purchase of a car. In this project a brief study on Maruthi Suzuki and its growth and evolution has been analyzed. Also the various factor affecting consumer decision making and process is being analyzed. Various researchers ‘viewpoints and their views of consumer behavior have been analyzed. Also study objectives and the type of survey method through questionnaire are used and all the data are collected around urban areas. Number of respondent considered is eighty and their opinions has been taken as a form of data collection and used for interpretation and suggestions and outcome of the study is analyzed. Statistical tools such as Independent sample t-test, Anova and Correlation are been used to find out the relationship between buying decision of consumers and various factors. Data collection is done from various sources such as magazines, reference books from various authors, also various web sites regarding consumer behavior has been analyzed. Also interpretation and analysis of data is done and suggestions and conclusions are given for on how the consumers are influenced by various factors knowingly and un-knowingly in their buying decision process. Finally it is the consumer has to buy the products