An Assessment of Customer Attraction for Maruti Suzuki Swift in India

This project investigates the factors influencing customer attraction towards the Maruti Suzuki Swift model in India. The study begins with an introduction to the Indian automobile market and the significance of Maruti Suzuki. It outlines the problem of initial pricing challenges faced by the Swift Desire model and the subsequent strategic adjustments. The project's aim is to assess customer behavior during the buying process, with objectives focused on understanding consumer preferences. The research employs a mixed methodology, integrating primary data collection through open-ended questionnaires to gauge customer perspectives, and secondary data analysis from literature reviews. The project explores the buying behavior of consumers relating to Maruti Suzuki Swift in India, helping in the identification of the different behavioral aspects of the customers in order to support the buying index. The research methodology includes the collection of primary data through open-ended questionnaires, as well as secondary data through the review of journals and articles.

Running head: CUSTOMER ATTRACTION OF MARUTI SUZUKI “SWIFT“IN INDIA
CUSTOMER ATTRACTION OF MARUTI SUZUKI “SWIFT“IN INDIA
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Table of Contents
Introduction......................................................................................................................................2
Problem statement...........................................................................................................................2
Aim of the project............................................................................................................................3
Objective..........................................................................................................................................3
Research Methodology....................................................................................................................3

2CUSTOMER ATTRACTION OF MARUTI SUZUKI “SWIFT“IN INDIA
Introduction
Globalization has helped the businesses in maintaining a congruity between the needs of
the customers and their individual product or service offerings. In most of the developing nations
of the world, cars are still considered to be luxurious commodities. In India, the growth of the
automobile industry has helped in maintaining the different changes in the product offerings as
per the expectations of the customers. Maruti is considered to be one of the most prominent and
promising organizations in the automobile industry of India (Telang & Roy, 2016). However,
there are certain issues that are faced by the organization while operating in the Indian markets.
The purpose of undertaking this discussion is based on the identification of the issues that are
faced by the organization as per the needs of gaining a competitive advantage over the other
competitors while operating in the Indian markets.
Problem statement
The major problem faced by the organization at the time of launching the Swift Desire
model was based on the high price, which affected the competitive advantage of the same. It
failed to gain the attention of the customers at that time. On the other hand, the organization
launched a new Swift Desire at a lower cost and more features in order to attention of the
customers (Khandelwal, 2016). However, the modifications in the product did not bring out the
expected results on which the organization undertook the processes. The launch of the new
model offering a lower price and more added features failed to gain the attention of the mass
amount of customers which affected the processes of the business (Raj & Dinakar, 2017).

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Aim of the project
The aim of undertaking he project is to identify and assess the customer behavior while
undertaking a buying decision of the Maruti Swift model. the project will be helping to identify
the different behavioral aspects of the customers in order to support the buying index of the
same.
Objective
 To assess the different buying behaviors of the consumers relating to a particular model
of Maruti Suzuki Swift in India.
The objective will be helping the researcher in studying and understanding the different
buying behaviors and thereby assess the needs of the customers. The identification of the
preferences of the customers will be helping the organization in developing the most feasible
model of cars for gaining a competitive advantage over the other competitors in the markets.
Research Methodology
The research methodology that will be undfertake3n by the researcher while conducting
the study is the mixed method where primary and secondary data will be collected on a
qualitative basis.
The primary data that will be collected by the researcher will be facilitated through the
construction of open- ended questionnaire. It will be helping the researcher in undertaking a
survey for identifying the different preferences of the customers and their expectations. An open
ended questionnaire will be circulated among the managers of the different subsidiaries and their
responses will be recorded. The responses that will be recorded by the researcher will be helping

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the same in undertaking a correlation and regression analysis to support the statements of the
research through statistical data.
On the other hand, the secondary data collection method through the review of the
available literature like journals and articles from the government and industry sources will be
helping the researcher in supporting the arguments that are undertaken by the same while
advocating on the research. The proper review of the different literatures and the interpretation
of the responses that will be collected by the researcher during the sampling will be guiding the
research to an unbiased outcome (Taylor, Bogdan & DeVault, 2015). The mixed method will
be helping the researcher in identifying the different aspects of the research as per the objective
of the study.

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References
Khandelwal, D. (2016). A Study of Effectiveness of Performance Management System (PMS) at
Maruti Suzuki India Limited.
Raj, M. P., & Dinakar, G. (2017). Analysis of Selected Automobile Companies in India by Using
Altamin Z Score. BIMS International Journal of Social Science Research, 2(1), 37-54.
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Telang, A., & Roy, S. (2016). Hyundai’s Challenge to Maruti Suzuki in the Dynamic Indian
Automobile Sector. Asian Journal of Management Cases, 13(1), 56-66.