ANALYSING CONSUMER BEHAVIOUR IN INDIAN HATCHBACK MARKET

Abstract

Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, India’s largest passenger car company is a subsidiary of the Japanese automotive manufacturer Suzuki accounting for over 50% of the domestic car market. The company was formed as a government company in 1981 and was sold to Suzuki Motor Corporation in 2003. Consumer behaviour, on the other hand is the study of when, why, how, and where people do or do not buy a product. It typically blends elements from psychology, sociology, social anthropology and economics. It basically attempts to analyse the trends behind the buyer decision making process, both individually and in groups. Customer behaviour study is based on consumer buying behaviour including the demographics and behavioural variables, with the customer playing the three distinct roles of user, payer and buyer. The main purpose of this study is to analyse and understand the consumer behaviour in the Indian Hatchback Automobile Industry majorly dominated by Maruti Suzuki India ltd., with a neck-to-neck competition between Maruti Suzuki WagonR and Maruti Suzuki Swift. The methodology used for completion of this project is basically using the secondary that is the data is available in the public domain like from the reports, articles, newspaper and the data that was made available by the company itself. Also, apart from this, primary data was collected using a questionnaire to know why Maruti Suzuki is the dominant player in the Indian Automobile Industry and to analyse the trends and patterns for buying Maruti Suzuki hatchback cars. The strategy utilized for fulfilment of this task is fundamentally utilizing the auxiliary that is the information is accessible in the public space like from the reports, articles, paper and the information that was made accessible by the actual organization. Likewise separated from this essential information was additionally gathered utilizing a Google structure so as to better understand the consumer’s perspective in the Indian Hatchback Market and to back up the research.