CHAPTER -1
INTRODUCATION OF BRAND ALAYSIS
[Link]:
Maruti Suzuki India Limited (formerly Maruti Udyog Limited) is the Indian subsidiary of Japanese
automaker Suzuki Motor Corporation. As of September 2022, the company had a leading market
share of 42 percent in the Indian passenger car market. In a short span of 5 years, NEXA has
become the 3rd largest automobile brand in India with over 370 state-of-the-art showrooms across
200+ cities.
Organizational study is the inter disciplinary academic field interested in a collective organizing
and management. It is the examination of how individuals construct organizational structures,
processes and practices and these in turn, shape social relations and create institutions that
ultimately influence people.
An organizational studies comprises different areas that deal with the different aspects of the
organization, many of the approaches are functionalist but critical research also provide alternative
frame for understanding in the field. Organizational studies involve careful study about how people
inside the organization interact with another and how they can be communicate their concerns.
Various methods are used in organizational studies and these include multiple regression time
series analysis, meta analysis and non parametric statistics, to name a few. Basically it involves the
study of individual as well as well as the group interaction inside an organizational sector.
Overall organizational study is about the entire study of all the departments and their
functions in the organization and their individual responsibilities in the organization.
Through the organization study students gain the knowledge about various management styles,
various types of communication used, politics, work ethics cultural diversity types of technology
used.
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Since its launch, NEXA has evolved into a lifestyle brand celebrating those who value the finer
things in life. Based on our customer’s passion points, NEXA has 3 pillars – NEXA Lifestyle,
NEXA Music and NEXA Journeys, and through them it reaches out to its customers by curating
events and inspiring experiences. Through its association with the Lakme Fashion Week and IIFA,
NEXA is bringing lifestyle experiences to a global audience.
It created NEXA Music to provide a unique platform to aspiring Indian artists for creating new
original English compositions of international standards under the mentorship of iconic musicians,
A. R. Rahman and Clinton Cerejo. Under NEXA Journeys, it creates unique drive experiences for
people who love to travel and explore.
Country’s largest carmaker Maruti Suzuki India (MSI) launched retail outlets under Nexa brand to
sell premium products, as the company looks to further consolidate its position in the domestic
market.
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“Based on the vision to sell two million vehicles annually by 2020, we are starting various
initiatives. Nexa outlet is one such step lined up in that direction,” MSI Managing Director and
CEO Kenichi Ayukawa.
[Link] of the study:
The study is based on the following objectives.
To analyze the factors that influence the purchase of maruti car.
To analyze the brand usage, brand preference, brand linking towards a brand of a car.
To analyze the rating of Maruti Suzuki on its overall performance with that of its
competitors.
To analyze the styling, comfort, fuel efficiency, performance of the car.
To analyze what makes Maruti Suzuki different from other cars.
[Link] of the study:
The brand analysis strategy in the promotion of the commodities. However,
there were some limitations experienced in the use of questionnaires.
For instance, the questionnaire was prepared in English language, which most
of the respondents did not understand.
This is because some people were not willing to offer their opinions or fill in
the questionnaires.
Sometimes they thought that the questions were too standardized and did not
allow them to offer their suggestions.
A brand is an emotional and physiological relationship a firm has with a
customer, strong brands inspires thoughts, feeling and sometimes-
physiological reactions from a customer.
A brand is a wellspring of a guarantee to its customers.
Disseminating the questions and analyzing the responses required substantial
time to understand the market trends. Similarly, use of questionnaires did not
express the true changes of consumer characteristics such as changes of
emotions, behaviors or feelings.
This implies that the responses do not show the valid reactions of respondents.
[Link] methodology:
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[Link] design:
A research design helps decide upon the issues like what ,when ,where, how
much, by what means etc., with regard to an enquiry or a research study.
It is the conceptual structure within which research is conduced, it constitutes
the blueprint for the collection, measurement and analysis of data.
[Link] research design:
Survey and fact finding enquiries.
It studies the state of affairs as it exists.
The researcher has no control over the variables.
Tries to discover causes of the selected problem
Descriptive studies is used by the researcher where he [Link] to examine a
phenomena, such as consumer's preferences, frequency of purchase, etc.
[Link] of data:
Data is collected from both two types.
1. primary data collection
2. sccondary data collection
[Link] Data:
Primary data is the data that is collected by researchers themselves during their own
research using research tools such as experiments, survey questionnaires,
interviews, and observation. In this study the primary data were collected from the
employees of GUNA MOTORS PVT. LTD through questionnaire.
2. Secondary Data:
1. The Secondary data is the data that are gathered from the studies, surveys, or
experiments that have been run by other people or for another research. In this
study the secondary data were collected from books, journals, and websites.
2. The secondary data, on the other hand, are those which have already been
collected by somcone else and which have atready been passed through the
statistical process.
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[Link] method:
The data was collected both offline and online. People from different
economic background and occupational background were approached. Data sources
include majorly secondary data involving student journals, research papers published
in reputed journals across the world.
[Link] size:
The sample size for the research is 40 and data was collected from random
people.
[Link] area:
The study content the my company customer only.
[Link] applied:
The data have been presented through tables, diagrams and figures and simple
statistical techniques of analysis i.e. averages, percentage method, pie chart have
been applicd.
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