new manish report - Full

Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City

A

PROJECT REPORT

ON

“STUDY OF CUSTOMER SATISFACTION TOWARDS SERVICES

OFFERED BY MARUTI SUZUKI IN WARDHA CITY”

FOR

“MARUTI SUZUKI”

Submitted to:

UNIVERSITY OF PUNE

In Partial Fulfillment of Requirements

For the Awards of Degree of

MASTER IN BUSINESS ADMINISTRATION

(2013-2015)

Submitted by:

MANISH ASHOK BADHIYE

Under the guidance of

Dr. RAMKRISHNA DIKKATWAR

Sinhgad Institute of Management, Vadgaon (Bk); Pune

1


DECLARATION

I, the undersigned, hereby declare that the Project Report entitled “STUDY OF CUSTOMER SATISFACTION TOWARDS SERVICES OFFERED BY MARUTI SUZUKI IN

WARDHA CITY” written and submitted by me to the University of Pune, in partial fulfillment

of the requirements for the award of degree of MASTER IN BUSINESS ADMINISTRATION under the guidance of Dr. RAMKRISHNA DIKKATWAR is my original work and the conclusions drawn therein are based on the material collected by myself.

Place: Pune Name

Date: Manish A. Badhiye

2


ACKNOWLEDGEMENTS

I take this opportunity as privilege to express my deep sense of gratitude to Prof. M.N. NAVALE

Honorable Founder President, Dr. Mrs. S.M. NAVALE, Secretary, The Sinhgad Technical

Education Society, Pune Dr. NILESH GOKHALE, the Director Sinhgad Institute of

Management, Dr. RUPALI JAIN, the joint director Sinhgad Institute of Management Pune for

their continuous encouragement,, invaluable guidance and help for completing the present

research work. They have been a source of inspiration to me and I am indebted to them for

initiating me in the field of research.

I am deeply indebted to Dr. RAMKRISHNA DIKKATWAR, my research guide, the Sinhgad

Institute of management, Pune without his help completion of the project was highly impossible.

I would like to render my thanks to Mr. EKNATH DAHAKE (Sale Manager of SEVA

Automotive Pvt. Ltd, Wardha) for providing necessary co-operation for completion of this

project.

I wish to express a special thanks to all teaching and non-teaching staff members, the Sinhgad

Institute of Management, Pune for their forever support. Their encouragement and valuable

guidance are gratefully acknowledged.

Place: Pune Name: Manish A. Badhiye

Date:

3


TABLE OF CONTENTS

Chapter No Illustration Page No

1 INTRODUCTION 1

1.1. Need and Importance For the Study

1.2. Objectives of the Study

1.3. Scope and Limitations of the Study

2

3

3

2 INDUSTRY PROFILE 4-8

3 COMPANY PROFILE 9-20

4 LITERATURE REVIEW 21-28

5 RESEARCH METHODOLOGY 29-31

6 DATA ANALYSIS AND INTERPRETATION 32-45

7 FINDINGS AND SUGGESTIONS 46-47

8 CONCLUSIONS 47-49

9 BIBLIOGRAPHY 50-51

10 QUESTIONNAIRE 52-54

Table No Table Name Page No

4


2.1 Car companies in India 9

4.1 Company Board of Directors 17

4.2 Maruti Product Information 19

6.1 Model of the car owned by the respondents 33

6.2 Knowledgeable Salesperson 34

6.3 Employees Spent Enough Time with you Before &

After Sales

35

6.4 Availability of the Product 36

6.5 Price of your MARUTI SUZUKI vehicle 37


6.7 Service At Maruti Service Station Is Excellent 39

6.8 Respondents Expectations on MARUTI SUZUKI

Vehicle

40

6.9 Feeling of the Respondents while Driving MARUTI

SUZUKI

41

6.10 Information About Service Offered by MARUTI

SUZUKI

42

6.11 Respondents View on Mileage of MARUTI SUZUKI

Vehicle

43

6.12 Feedback on Dealership (SEVA) Facility 44

5


Chart No Chart Name Page No

2.1 Car companies in India 9

4.1 Company Board of Directors 17

4.2 Maruti Product Information 19

6.1 Model of the car owned by the respondents 33

6.2 Knowledgeable Salesperson 34

6.3 Employees Spent Enough Time with you Before &

After Sales

35

6.4 Availability of the Product 36



6.7 Service At Maruti Service Station Is Excellent 39

6.8 Respondents Expectations on MARUTI SUZUKI

Vehicle

40

6.9 Feeling of the Respondents while Driving MARUTI

SUZUKI

41

6.10 Information About Service Offered by MARUTI

SUZUKI

42

6.11 Respondents View on Mileage of MARUTI SUZUKI

Vehicle

43

6.12 Feedback on Dealership (SEVA) Facility 44

6


Chapter 1

INTRODUCTION

7


INTRODUCTION

Measuring customer satisfaction is a relatively new concept to many companies that have been

focused exclusively on income statements and balance sheets. Companies now recognize that the

new global economy has changed things forever. Increased competition, crowded markets with

little product differentiation and years of continual sales growth followed by two decades of

flattened sales curves have indicated to today's sharp competitors that their focus must change.

As markets shrink, companies are scrambling to boost customer satisfaction and keep their

current customers rather than devoting additional resources to chase potential new customers.

The claim that it costs five to eight times as much to get new customers than to hold on to old

ones is key to understanding the drive toward bench marking and tracking customer satisfaction.

Competitors that are prospering in the new global economy recognize that measuring customer

satisfaction is the key. Only by doing so can they hold on to the customers they have and

understand how to better attract new customers. The competitors who will be successful

recognize that customer satisfaction is a critical strategic weapon that can bring increased market

share and increased profits. The problem companies face, however, is exactly how to do all of

this and do it well. They need to understand how to quantify, measure, and track customer

satisfaction. Without a clear and accurate sense of what needs to be measured and how to collect,

analyze, and use the data as a strategic weapon to drive the business, no firm can be effective in

this new business climate. Plans constructed using customer satisfaction research results can be

designed to target customers and processes that are most able to extend profits. Too many

companies rely on outdated and unreliable measures of customer satisfaction. They watch sales

volume. They listen to sales reps describing their customers' states of mind. They track and count

the frequency of complaints. And they watch aging accounts receivable reports, recognizing that

unhappy customers pay as late as possible if at all. While these approaches are not completely

without value, they are no substitute for a valid, well-designed customer satisfaction survey

program.

8


1.1. Need and Importance for the Study

In the modern times the business organizations are adopting new techniques and methods for the

growth of the business. The organizations are giving better services to their customers to face

challenge posed by the competitors for every business, it is not only important to retain the

present customers but also attract the new customers. So there is need to ascertain the customers

use regarding the services providing by reputed organization like Maruti Suzuki. With the

increase market study there is a cut through competition among the businessmen in the industry

some of the other major competitors in this area like Hyundai, Fiat, Volkswagen, Ford, Tata, and

Chevrolet. The need for customer satisfaction is necessary for all business, large or small. The

satisfaction of the customer is an all important task. Hence there is a need for the study.

1.2. Objectives of the Study

To study the customer satisfaction with the usage of vehicles of MARUTI SUZUKI

To study the impact of different factors of marketing on customer satisfaction.

To know the customers are satisfied with price and service network.

To know the whether Maruti performance matching with the customer expectations.

To know whether the dealer renders after sales service, and if he, how far the consumers

are satisfied with services rendered by dealer.

1.3. Scope and Limitations of the Study

As the time constraint was there to complete this and as there was also finance restriction to

spend on the data collection activities. So for data collection, I have limited myself to customers

who brought their vehicles in specified period only.

9


Chapter 2

INDUSTRY PROFILE

10


The automotive industry in India is one of the largest automotive markets in the world. It had

previously been one of the fastest growing markets globally. India’s passenger car and

commercial vehicle manufacturing industry is the sixth largest in the world, with an annual

production of more than 3.9 million units in 2011. According to recent reports, India overtook

Brazil to become the sixth largest passenger vehicle producer in the world (beating such old and

new auto makers as Belgium, United Kingdom, Italy, Canada, Mexico, Russia, Spain, France,

Brazil).Throughout the course of 2011 and 2012, the industry grew 16-18%, selling around three

million units. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind

Japan, South Korea, and Thailand. In 2010, India beat Thailand to become Asia's third largest

exporter of passenger cars.

As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive

vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second

(after China) fastest growing automobile market in the world in that year. According to the

Society of Indian Automobile Manufacturers, annual vehicle sales are projected to increase to 4

million by 2015, no longer 5 million as previously projected.

Automobile Dealers Network in India

In terms of Car dealer networks and authorized service stations, Maruti leads the pack with

Dealer networks and workshops across the country. The other leading automobile manufacturers

are also trying to cope up and are opening their service stations and dealer workshops in all the

metros and major cities of the country. Dealers offer varying kind of discount of finances who in

tern pass it on to the customers in the form of reduced interest rates.

Government has liberalized the norms for foreign investment and import of technology and that

appears to have benefited the automobile sector. The production of total vehicles increased from

4.2 million in 1998-99 to 7.3 million in 2003-04. It is likely that the production of such vehicles

will exceed 10 million in the next couple of years.

The industry has adopted the global standards and this was manifested in the increasing exports

of the sector. After a temporary slump during 1998-99 and 1999-00, such exports registered

robust growth rates of well over 50 per cent in 2002-03 and 2003-04 each to exceed two and- a-

half times the export figure for 2001-02.

11

http://en.wikipedia.org/wiki/Automobile

http://en.wikipedia.org/wiki/List_of_countries_by_motor_vehicle_production

http://en.wikipedia.org/wiki/Automotive_industry


Industry Growth

Opposing the belief that the growth in automobile industry has catered only to the top income-

stratum of society, Growth of exports of 32.8 % in the first three quarters of 2004-05, the fastest

growth in volumes has come from commercial vehicles as against passenger cars.

Between 1998-99 and 2003-04, output of commercial vehicles has grown 2.8 times compared to

the 2.2 times increase in passenger cars. Furthermore, two-wheeler output continues to dominate

the volume statistics of the sector. In 2003-04, for every passenger car turned out by the sector,

there were 7 two-wheelers produced. In the two wheeler segment, there is a greater preference

for motorcycles followed by scooters, with both production and domestic sales of motorcycles

increasing at faster rates than for scooters in the current and previous years. However, mopeds

have registered low or negative growth. Export growth rates have been high both for motorcycles

and scooters.

India car Industry

The recent move to globalize our economy has opened new vistas for car manufacturers in the

country. The immediate post independence years saw very little development in automobile

industry. A poor country like ours did not have a resource to invest in personal transportation.

The Indian customers had to wait till the mod 1980’s, a full 40 years after independence to see a

car that the people wanted. December 1983 heralded a revolution in the Indian car industry.

Maruti collaborated with Suzuki of Japan to produce the first affordable car for the average

Indian.The maruti800 was the first version of Maruti to hit the Indian roads in December-1983.

Since then it has been on a constant rise.

At this time, the Indian car market had stagnated at the volume of 30000 to 40000 cars for the

decade ending 1983. This was from Maruti taken over.

The sales figure for the year 1993 reached up to 196820. The company reached a total

production of one million vehicles in March 1994 becoming the first Indian company to cross

this milestone. It crossed the two million mark in 1997.

Fifteen years later, the Indian industry is on the verge of the extreme. It has around 45 models of

the cars. Today there are about 20 manufacturers in India.

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This was not to last, and today India manufactures low-priced cars for markets across the globe.

As of 18 March 2013 global brands such as Proton Holdings, PSA Group, Kia, Mazda, Chrysler,

Dodge and Geely Holding Group are shelving plans for India due to the global economic crisis.

Industry Structure

The Indian car market has been divided in to small cars, mid size cars, luxury cars and multi

utility vehicles.

Small cars:

It is the most preferable small car segment in Indian economy. Under this segment we have

Maruti 800, Maruti Wagon R, Maruti swift, Tata Indica, Hyundai Santro, Fiat Palio, and Maruti

Alto, Maruti Zen Estilo, Tata Nano, i10, spark, Astar etc. These are the best suitable for Indian

middle class people. These cars also suit Indian roads and traffic conditions. The concept of

small cars has emerged from Japan. Small cars are fuel efficient with latest sleek look and

advanced technology.

Mid size cars:

The mid size cars are to supper middle class people of society.

Business executives mainly use these cars.Under this we have Maruti SX4, Swift Dzire, Ford

Fusion, Ford Fiesta, Opel Astra, Tata Indigo, Tata Marina, Honda City, Chevrolet Aveo,

Hyundai Accent etc., and Hyundai Verna etc.

Luxury Cars:

The elite members of the society use these luxury cars. The luxury cars symbol of success of a

man. Under this we have Maruti Grand Vitara, Ford Mondeo, Skoda Octavia, Skoda Laura,

Hyundai Sonata, Hyundai Elantra, Toyota Corolla, Toyota Cramy, Mitsubishi Lancer, Mitsubishi

Cedia, Honda Civic, Honda CRV, Honda Accord, Chevrolet optra, Mercedes-Benz (S-class,E-

class), etc,

Multi Utility Vehicle:

MUV’S are used for transportation purpose. As MUVs are very rugged and powerful vehicles

they are used in hilly regions. Today there are a lot of players in the carsegment. This has

increased competition amongst the manufacturers. Under this we have Tata Sumo, Tata Sierra,

13

http://en.wikipedia.org/wiki/Geely_Holding_Group

http://en.wikipedia.org/wiki/Dodge

http://en.wikipedia.org/wiki/Chrysler

http://en.wikipedia.org/wiki/Mazda

http://en.wikipedia.org/wiki/Kia

http://en.wikipedia.org/wiki/PSA_Group

http://en.wikipedia.org/wiki/Proton_(automobile)


Tata safari, Maruti Gypsy, BajajTempo, Ford Endeavour, Toyota Quails, Toyota In nova,

Mahindra Voyager, MahindraScorpio, Mahindra Bolero etc.,

Now-a-days dealers and manufacturers are providing many attractive financial facilities for the

consumers. This indicates that the manufactures will have huge demand in coming decades.

Car Segments:

With the expansion of Indian Automotive Market over a period of time the car models have been

grouped in to the following segments.

Based on the price and size:

A Segment (Till 3 lacks) : Maruti800, Omni.

B Segment (3 to 4.5 lacks) : Zen, Wagon R, Alto, Santro, Matiz, Palio and Indica.

C 1 Segment (4.5 to 6.5 lacks) : Esteem, Accent, Siena, Indigo, Ikon, Corsa, Swift.

C 2 Segment (6.5 to 10 lacks) : Baleno, Astra, City and Lancer

D Segment (10 lacks & above) : Octivia, Sonata, Mondeo, Accord, Carmy, Vectra, Corolla,

Mercedes

Based on Length as per SIAM (Society of Automotive Manufacturers):

A 1 (Mini-Up to 3400mm) : Maruti800

A 2 (Compact-3401 to 4000mm) : Zen, Wagon R, Alto, Santro, Matiz, Palio, and Indica.

A3 (Mid-Size-4001 to 4500mm) : Esteem, Swift, Accent, Siena, Indigo, Ambassador

A 4 (Excutive-4501 to 4700mm) : Octivia, Contessa, Mercedes C-Class

A 5 (Premium-4701 to 5000mm) : Sonata, Mondeo, Accord, Carmy, Vectra.

A 6 (Luxury-5001 and above) : Mercedes S-class,

C (Van Type) : Omni, Versa.

B2 (Passenger Carrier) : Gypsy, Sumo, safari, Qualis, Armada, and Voyager.

14


Indian Car Market Trend

The Indian market was fuelled by entry of Maruti800 and A 1 Segment car was the largest

selling segment in market for many years and is still the single largest selling model. With the

entry of Zen in Indian market MUL offered the upgrade option to A 1 segment owners as well as

new buyers. The present trend of market shows the tremendous growth in A 2 segment the

volumes of which has already crossed the A 1 segment in nos. and presently constitutes approx

50% of total car market. It appears that A 2 segment will continue to be the largest selling for

many more years.

Maruti has 3 models with 13 variants in the growing A 2 segment and is continuously

consolidating its position in the segment.

With the continuously evolving market the A 3 segment is expanding at slow and consistent rate.

MUL has 2 models in the segment with 7 variants to suit customer requirements. The largest

expansion is happening in A4 segment through importing completely built up cars. However the

volumes sold are very small and are limited to bigger cities.

Some of the Car companies in India:

Maruti Suzuki Fiat General motors Ford

Hindustan motors Honda Bajaj tempo Volkswagen

Hyundai Skoda Toyota Mahindra

Nissan Tata Motors BMW Mercedes

Land Rover Audi Force Motors Mitsubishi

Table 2.1. Car companies in India

Top three manufacturers:

Maruti Suzuki

Hyundai

Tata motors

15

http://en.wikipedia.org/wiki/Mitsubishi

http://en.wikipedia.org/wiki/Force_Motors

http://en.wikipedia.org/wiki/Audi_India

http://en.wikipedia.org/wiki/Land_Rover

http://en.wikipedia.org/wiki/Mercedes-Benz_India

http://en.wikipedia.org/wiki/BMW_India

http://en.wikipedia.org/wiki/Tata_Motors

http://en.wikipedia.org/wiki/Mahindra_and_Mahindra

http://en.wikipedia.org/wiki/Volkswagen_India


Chapter 3

COMPANY PROFILE

16


Maruti Suzuki is India’s number one leading automobile manufacturer and the market leader in

the car segment both in terms of volume of vehicle and revenue earned. Until recently 18.28% of

the company was owned by the Indian government and 54.2% by the Suzuki of Japan. The

Indian Govt. held an initial public offering of 25% of the company in June 2003. As of 10 May

2007 government of India sold its complete share to Indian financial Institution. With this govt.

Of India has no longer stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though the actual production

was started in 1983 with the Maruti 800 based on the Suzuki Alto Kei Car which at that time was

the only modern car available in India. Its only competitor was Hindustan Motor’s Ambassador

and the Premier Padmini were both around 25 years out of date at that point. Through 2004 ,

Maruti Suzuki had produced over 5 Million vehicles. Maruti Suzuki are sold in India and various

several other countries depending upon export orders. Models similar to Maruti Suzuki ( but not

manufactured by Maruti udyog) are sold by Suzuki Motors corporation and manufactured in

Pakistan and other south Asian countries.

The company in 2013-14 exports more than 50,000 cars and has an extremely large domestic

market in India selling over 3,36,463 cars anually. Maruti 800 till 2004 was the India’s largest

selling compact car ever since it was launched in 1983. More than a Million unit of this car have

been sold worldwide so far. Currently Maruti Suzuki Alto tops the sales chart and Maruti Suzuki

Swift is the largest selling car in A2 segment. Due to large number of Maruti 800’s sold in the

Indian market the term “Maruti” is commonly used to refer to this compact car model. Till

recently the term “Maruti” in popular Indian culture in India, Hindu’s lord Hanuman is known as

“Maruti” was associated with Maruti 800 model.

Manufacturing Facilities

Its manufacturing facilities are located at two facilities, “Gurgoan” and “Manesar” south of

Delhi. Maruti Suzuki’s Gurgoan facility has an installed capacity of 3,50,000 units per annum.

The Manesar facility launched in February 2007 comprises a vehicle assembly plant with a

capacity of 1,00,000 units per year and a Diesel Engine plant with an annual capacity of 1,00,000

engines and transimission. Manesar and Gurgoan facility have a combined capacity to produce

over 7,00,000 units annually.More than a half of the cars sold in India are Maruti Suzuki cars.

17


The company is a subsidiary of Suzuki Motors Corporation of Japan which owns 54.2 percent of

Maruti Suzuki. The rest is owned by the Public and Finance Institution. It was listed on the

Bombay ( now Mumbai) stock exchange in India.

During 2013-14 Maruti Suzuki sold 11,55,041 cars of which 53,024 are exported in all. Over Six

Million Maruti Suzuki cars on Indian roads since the first car was rolled out on 14 December

1983.With a capacity of 1,00,000 units per year and a Diesel Engine plant with an annual

capacity of 1,00,000 engines and transmission. Manesar and Gurgoan facility have a combined

capacity to produce over 7,00,000 units annually. More than a half of the cars sold in India are

Maruti Suzuki cars.

Products Offered

Maruti Suzuki offers 17 models and they are, Alto 800, Alto K10, Wagon R, Zen Estilo, A Star,

Ritz, Swift, Swift Dzire, SX4, Omni, Eeco, Gypsy and Grand

Vitara ,Celerio,Ertiga,Stingray .Out of these models Grand Vitara is imported from Japan a

completely built unit (CBU). Swift, Swift Dzire , A Star and SX4 are manufactured in Manesar

and the remaining models such as ALTO 800, Alto, Wagon R, Zen Estilo, Ritz, Omni , Eeco etc

are manufactured at Gurgoan Plant.

History of Maruti Suzuki

In 1970 , Sanjay Gandhi the son of Indira Gandhi envisioned the manufacture of an indigenous ,

cost effective, low maintenance compact car for the Indian middle class . Indira Gandhi’s cabinet

passed a unanimous resolution for the development and production of a people’s car. Sanjay

Gandhi’s company was christened Maruti limited. The name of the car was chosen after a Hindu

deity named Maruti Ltd. That time Hindustan Motors’ Ambassador was the chief car and the

company had come out with a new entrant the premier Padmini that worked slowly

gaining a part of the market share dominated by the ambassador. For the next ten years the

Indian car market had stagnated at a volume of 30,000 to 40,000 cars for the decade ending

1983. Sanjay Gandhi was awarded the exclusive contract and license to design, develop and

manufacture the “People’s Car.” These exclusive rights of production generated some criticism

in certain quarters, which was directly targeted at Indira Gandhi. Over the next few years the

18


company was sidelined to Bangladesh liberation war and emergency. In the early days under the

powerful patronage of Sanjay Gandhi the company was provided with free land, tax breaks and

funds. Till the end of 1970 the company had not started the production and a prototype test

model was welcomed with criticism and skepticism. The company went into liquidation IN

1977. The media perceived it to be another area of growing corruption. Unfortunately Maruti’s

started to fly only after the death of Sanjay Gandhi, when Suzuki motors joined the government

of India as a joint venture partnered with 50% share. After his death Indira Gandhi decided that

the project should not be allowed to die. Maruti’s entered into this collaboration with Suzuki

motors. The collaboration heralded a revolution in the Indian car industry by producing the

maruti- 800. It created a record of taking 13 months time to go from design to rolling out cars

from a production line. The production of Maruti-800 in 1983 marked the beginning of a

revolution in the Indian automobile industry. It brought in the latest technology of that time more

fuel efficiency and lower prices that led to the creation of a huge market for all car segments as

the Indian, middle class grew in size. This in turn brought in more players in this segment. A

number of auxiliary car parts making units were set up as more car manufacturers realized it was

more cost effective to make their car parts in India rather than importing them. Maruti’s major

influence was in helping the component industry in the country because of its emphasis on

localization and indigenization. As in the beginning that sector hadn’t grown much Maruti’s had

to start dozens of joint ventures with Indian entrepreneurs. It got them from foreign

collaborations that led to collaborations for other manufacturers so that over a period of time the

whole component industry was able to upgrade itself and improve its quality who had given their

income leading to major existing export potential vehicle components. It also brought in better

methods of financing that allowed more people who given their income levels could not afford to

buy a car on their own, to buy cars. It still remains the leader not only in the terms of market

share but also in customer satisfaction surveys. It has consistently topped J.D. power quality

surveys, including 2005. By the year 1993 the company had sold 1, 96,820 cars. By March 1994

it produced 1 million vehicles becoming the first Indian company to cross the 2 million mark in

October, 1997 and rolled out 4 millionth vehicles as Alto-LX .Then it introduced Wagon-R

followed by Swift . Swift has been a great success in the market .In 2007 Maruti came up with

SX4 and Grand Vitara..

19


1.3.2 Vision, Mission and Core values of Maruti Suzuki

Vision:-

Vision of any company is those values on which company works. As the Maruti Udyog Limited

(MUL) is started by governmental initiatives it tends to be more consumer oriented and hence

cost- effective, but on the other hand Suzuki’s participation ensures not only need of profit, but

the need of maximum profit. The only way of Nora’s dilemma of selecting principles for the

company’s working vision was to maximize profit and sales and hence Maruti Udyog Limited

(MUL) declared its vision as:-

“The leader in the Indian Automobile Industry, creating Customer Delight one and shareholder’s

wealth two eventually become pride of India. Customer Delight One is making sure that

performance, after sale service and customer are best and beyond expectations, shareholder’s

wealth to is the prime concern for running business smoothly. Maruti Suzuki knows this and

understand “Customer Is KING” he can change the future of any company hence goes company

brand line : COUNT ON US !

Mission :

Mission is the statement of any organisation’s purpose , what is want to accomplish in the larger

environment and its goal which are specific , realistic, and motivating. Missions are described

over Visions and Visions demand certain objectives. The main Objectives / Mission of Maruti

Udyog Limited are:-

1. Modernisation of Indian Automobile Industry.

2. Developing cars faster and selling for less.

3. Production of fuel- efficient vehicles to conserve scarce resources.

4. Production of large number of motor vehicles which are necessary for the Economic Growth.

5. Market penetration, Market developments, similar product development and diversification.

6. Parter relation management, value chain, value delivery networks.

20


Core Values :

Customer Obsession

Fast, Flexible and First Mover

Innovation and Creativity

Networking and Partnership

Openness and Learning

Maruti Offered Services :

Express High Way Service:

Introduced with service stations at convenient locations on National Highways.

Maruti on – Road Service:

24 hour break down service in 41 cities (9622962200)

Maruti Genuine Parts:

Genuine Parts available across the length and breadth of the country.

Info Call Centers:

24 hour information call centers in 6 cities Delhi, Gurgaon, Mumbai, Chennai,

Bangalore, Hyderabad.(1600111515)

The motive is to offer quality & professional service in the areas of car

customer requirements.

Maruti True Value:

Total peace of mind is selling/Buying old Cars. Basically achieving two

objectives viz.Exchange of Car and sale of used car.

21


Maruti Finance:

Increasing afford ability of purchases for the customer. To improve purchase

experience of the customer. Increased ownership of dealer over the customer buying

process.

Maruti Insurance:

Near cashless transaction

Quality repair by trained manpower

No loading insurance premium for claims

Maruti N 2 N:

End-to-End fleet management services designed for companies to free them of all the

hassles of manufacturing company cars.

Customized car policies

Accident Repairs

Maintenance – Servicing – Registration – Insurance

Emergency Assistance

Maruti Genuine Accessories:

Ease of Availability

Assured quality standards

Most reasonable priced

No alterations required to fitting MGAs

Extended Warranty:

Total peace of mind

Maruti assurance

Assured reliability of use of vehicle up to 4 years

No need to pay towards cost of parts as well as labor.

22


Company Board of Directors:

Maruti Suzuki is a board managed company. Currently the directors on the

Board are:

Position Personnel

Managing Director (M.D) and Chief Executive

Officer (C.E.O)

Mr. Kenichi Ayukawa

Chairman Mr. R.C. Bhargava

Directors Mr. Maninder Singh Banga

Mr. Amal Ganguli

Mr. D.S. Brar

Mr. Keiichi Asai

Mr. Osamu Suzuki

Mr. Shuji Oishi

Ms. Pallavi Shroff

Mr. Kenichi Ayukawa

Table 4.1.Company Board of Directors

MARUTI ACHIEVEMENTS IN PERSPECTIVE YEAR 2013-14:

Total no of vehicles sold 1,155,041 in year 2013-14.

1st J.D. Power customer satisfaction and sale satisfaction index study.

4/5 top selling models in country are from MARUTI SUZUKI.

16% growth in rural sales in 2013-14.

3,36,463 vehicles sold in 93,500 villages in 2013-14.

1000+ Maruti mobile support (MMS) operating and providing door step service.

283,000 numbers of new cars sold through exchange.

4.49+ lack people trained in safe driving in this year.

23


India’s Largest Sales & Service Network

No matter where you are never far from a Maruti Service Station. 1526 Authorized Service

Stations Most dealers awarded ISO certification rest in the process getting it. 356 Dealer

workshops State of the art equipment and facilities 922 cities covered Sales, services and

support network cover the length and breadth of the country 258 Sales Outlets in 169 cities

Standardized service and specially trained service engineers Over the 2000 trained service

personnel Quality of service in keeping with the needs of the customer Easy availability of

affordable, Maruti Genuine Parts 26 Spare Parts Stockiest 11 MGP Shoppes (Boutiques)

Product Range

17 Models with 45 variants to satisfy all customer need. At least 2 models available in A1, A2

and A3 segments. Models available to meet varied requirements of the customer’s lifestyle.

Models & Variants available to suit various customers’ needs. Range of vehicles to support

physically challenged persons.

Suzuki Motor Corporation

Suzuki Motor Corporation was established around 75 years ago. Suzuki Motor Corporation is

a pioneer and market leader in small car manufacturing segment in Japan. Further, Suzuki

Motor Corporation is also a market heavy weight in motorcycle manufacturing sector. The

company ranks 3rd overall after Honda motors and Yamaha motors. The company rose to

pinnacle of success by providing designs, value-packed services and quality products to the

customers world over. Its mini car section rolled out innovative yet economical passenger car

for the masses. The company operates in more than 190 countries across the world.

Furthermore, the company is aggressively into motor sports. Suzuki Motor Corporation has

forged joint ventures with a number of international players, to make cars. Its prominent

international partners are General Motors and Maruti Udyog Limited, India.

Suzuki Motor Corporation Indian partner - Maruti Udyog is India's leading maker of cars in

India and shares more than 50% of car market in India. The company, in technological

24


partnership with Suzuki Motors Corporation, manufactures models such as the Zen, Alto, and

Gypsy. Maruti acts as a manufacturing hub for the international market. The model Alto is

exported to many European countries. Maruti has four manufacturing units near New Delhi,

India. Maruti produces around 350,000 cars annually. Further, to maintain the huge demand of

Maruti cars in India, it has come up with a new manufacturing unit near Delhi, which will be

made operational soon. Suzuki Motor Corporation Indian partner.

Maruti Product Information

Model Launched Category Price (₹)

OMNI 1984 Mini van 2,17,810 - 2,75,150

GYPSY 1985 SUV 5,42,187 - 5,93,195

WAGONR 1999 Hatchback 3,52,103 - 4,37,738

SWIFT 2005 Hatchback 4,42,308 - 6,70,874

ZEN ESTILO 2006 Hatchback 3,37,832 - 4,24,925

SX4 2007 Sedan 7,15,138 - 9,53,823

GRAND VITARA 2007 Mini SUV 22,68,064 - 24,60,529

A STAR 2008 Hatchback 3,71,840 - 4,57,657

SWIFT DZIRE 2008 Sedan 4,85,162 - 7,32,284

RITZ 2009 Hatchback 4,23,124 - 6,15,654

EECO 2010 Mini van 2,98,484 - 3,99,882

ALTO K10 2010 Hatchback 3,15,329 - 3,28,089

KIZASHI 2011 Sedan 16,52,875 - 17,52,875

ERTIGA 2012 Mini MPV 5,80,228 - 8,49,416

ALTO 800 2012 Hatchback 2,37,548 - 3,49,379

STINGRAY 2013 Hatchback 4,00,669 - 4,55,662

CELERIO 2013 Hatchback 3,76,385 - 4,78,870

Table.4.2.Maruti Product Information

25


Chapter 4

LITERATURE REVIEW

26


LITERATURE REVIEW

Satisfaction:

Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a

product’s perceived performance in relation to his or her expectations. As this definition makes

clear, satisfaction is a function of perceived performance and expectations. If the performance

falls short of expectations, the customer is dissatisfied. If the performance matches the

expectations, the customer is satisfied. If the performance exceeds expectations, the customer is

highly satisfied or delighted. Many companies are aiming for high satisfaction, because

customers who are just satisfied still find it easy to switch when less good offer comes along.

Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates

an emotional affinity with brand, not just a rational preference. The result is high customer

loyalty. Some of today’s most successful companies are raising expectations and delivering

performances to match. These companies are aiming for TCS-Total Customer Satisfaction.

Consumers from their expectations on the basis of messages received from sellers, friends and

other information sources.

Customer Satisfaction:

Customer Satisfaction may be defined as a qualitative measure where in a customer experiences

various degrees of satisfaction until the performance of the product matches his expectations.

Customer’s satisfaction with a product depends on the product’s performance relative to the

buyer’s expectations. If the performance of the product falls short of his expectations the

customer is dissatisfied. If the performance of the product matches his expectations the customer

is satisfied. If the performance of the product exceeds his expectations the customer is highly

satisfied. Customer Satisfaction can be achieved through quality, value and service.

For a customer-centered company customer satisfaction is both a goal as well as a major factor in

the company’s success. Companies that achieve high customer satisfaction ratings must make

sure that their target customers come to know of it. The companies must realize that highly

satisfied customers produce several benefits to the company.

27


They are fewer prices – sensitive and they remain customers for the longer period. They also talk

favorably to the others about the company and its product and services.

Although customer-centered firms seek to deliver a high level of customer satisfaction than their

competitors, they do not attempt to maximize the customer satisfaction. A company can always

increase customer satisfaction by lowering the price and increasing its services. But this may

result in lower profits. The company may be able to increase profitability along with customer

satisfaction by improving its manufacturing or investing on the R & D. Satisfaction is the

customer’s fulfillment response. It is a judgment that a product or service feature, or the product

or service itself, provides a pleasurable level of consumption-related fulfillment.

In less technical terms, we translate this definition to mean that satisfaction is the customer’s

evaluation of product or service in terms of whether that product or service has met their needs

and expectations. Failure to meet needs and expectations is assumed to result in dissatisfaction

with the product or service. In addition to a sense of fulfillment in the knowledge that one’s

needs have been met, satisfaction can also be related to other types of feelings, depending on the

particular context or type of service. For example, satisfaction can be viewed as contentment –

more of a passive response that consumers may associate with services they don’t think a lot

about or services that they receive routinely over time. Satisfaction may also be associated with

feelings of pleasure or services that make the consumer feel good or associated with a sense of

happiness. For those services that really surprise the consumer in a positive way, satisfaction

may mean delight. And in some situations, where the removal of a negative leads to satisfaction,

the consumer may associate a sense of relief with satisfaction.

It is also important to recognize that although were tend to measure customer satisfaction at a

particular point in time as if it were static. Satisfaction is dynamic, moving target that may

evolve overtime. Influenced by a variety of factors. Particularly when product usage or the

service experience takes place over time, satisfaction may be highly variable depending on which

point in the usage or experience cycle one is focusing on. Similarly, in the case of very new

services or a service not previously experienced, customer expectations may be barely forming at

the point of initial purchase; these expectations will solidify as the process unfolds and consumer

begins to form his or her perception. Through the service cycle the consumer may have a variety

of different experiences some good, some not good-and each will ultimately impact satisfaction.

28


What determines Customer Satisfaction?

Customer Satisfaction is influenced by specific product or service features and by perceptions of

quality as suggested. Satisfaction is also influenced by customer’s emotional responses, their

attributions, and their perceptions of equity.

Product and service features

Customer Satisfaction with a product or service is influenced by significantly by the customer’s

evaluation of product or service features. Research has shown that customers of services will

make trade-offs among different service features (for example, price level versus quality versus

friendliness of personnel versus level of customization), depending on the type of service being

evaluated and criticality of service.

Customer Emotion

Customer’s emotions can also affect their perceptions of satisfaction with products and services.

These emotions can be stable, preexisting emotions.

Attributions for Service success or failure

Attributions- the perceived causes of events – influence perceptions of satisfaction as well. When

they have surprised by an outcome, consumer tend to look for the reasons, and their assessments

of the reasons can influence their satisfaction.

National Customer Satisfaction Indexes

Because of the importance of customer satisfaction to firms and overall quality of life many

countries have a national index that measures and tracks customer satisfaction at a macro level.

Many public policy makers believe that these measures could and should be used as tools for

evaluating the health of the nation’s economy, along with traditional measures of productivity

and price. Customer Satisfaction indexes begin to get at the quality of economic output, whereas

more traditional economic indicators tend to focus only on quantity.

Customer Expectations of Service

Customer Expectations are beliefs about service delivery that functions as standards or reference

points against which performance is judged. Because customers compare their perceptions of

29


performance with these reference points when evaluating service quality, through knowledge

about customer expectations is critical to services marketers. Knowing what the customer

expects is the first and possibly most critical step in delivering quality service. Being wrong

about what customers want can mean expending money, time, and other resources on things that

do not count to the customer. Being wrong can even mean not surviving in a fiercely competitive

market.

Customer Perceptions

How customers perceive services, how they assess whether they have experienced quality

service, and whether they are satisfied. Customers perceive services in terms of the quality of the

service and how satisfied they are overall with their experiences. These customer – oriented

terms – quality and satisfaction have been the focus of attention for executives and researchers a

like over the last decade or more. Companies today recognize that they can compete more

effectively by distinguishing themselves with respect to service quality and improved customer

satisfaction.

Satisfaction versus Service quality

Practitioners and writers in the popular press tend to use the terms satisfaction and quality

interchangeably, but researches have attempted to be more precise about the meanings and

measurements of the two concepts, resulting in considerable debate. Consensus is growing that

the two concepts are fundamentally different in terms of their underlying causes and outcomes.

Although the certain things in common, satisfaction is generally viewed as a broader concept,

whereas service quality assessment focuses specifically on dimensions of service. Based on this

view, perceived service quality is a component of customer satisfaction.

Methods of measuring Customer Satisfaction

A company’s tools for tracking and measuring Customer Satisfaction range from Primitive to the

sophisticated methods. Companies use following methods to measure how much Customer

Satisfaction they are creating.

30


Complaint & Suggestion Systems:

A customer centered organization would make it easy for its customers who deliver suggestion

and complaints. Many restaurants and hotels provides from guests to report their likes and

dislikes. Some companies establish customer hot line with toll-free numbers to maximize the

ease with which customers can inquire, make suggestions or complaints. This inform action

flows provide this companies with many good ideas and enable then to act more rapidly to

resolve problems.

Customer Satisfaction Survey:

A company may not conclude that it can get a full picture of customer satisfaction and

dissatisfaction by simply running a compliant and suggestion system. Companies cannot use

complaint level as a measure of customer satisfaction. Responsive companies obtain a direct

measure of the customer satisfaction by conducting surveys. They send questionnaires or make

phone call to random sample of their recent customer to find out how they feel about various

aspects of the company’s performance. They will solicit buyer’s view on the competitors.

Customer Satisfaction can be measured in a number of ways. It can be measured directly by

asking indicate how satisfied you are with service X on the following scale.

Highly Dissatisfied

Dissatisfied

Indifferent

Satisfied

Highly Satisfied

Respondents can be asked as well to rate how much they expected of a certain attribute and also

how much they expected it. (Derived Satisfied) Another method is to ask respondents to list any

problems they have had with the offer and to list any improvements they could suggest. (Problem

Analysis).Finally, companies could ask respondents to rate various elements of the offer in terms

of the importance of each element and how well the organization performed each element.

(Importance, Performance rating). The last method helps the company to know if it is under –

performing on important elements and over – performing on relatively unimportant elements.

31


While collecting customer satisfaction data it would be useful asking additional questions to

measure the customer’s repurchase intention. This will normally be high if the customer

satisfaction is high. It would be useful to measure the likelihood or willingness to recommend the

company and brand to other persons. A high positive word or mouth score indicates that the

company is producing high customer satisfaction

Satisfaction:

Satisfaction is a function of perceived performance and expectation. If the performance matches

the expectations the customer is satisfied. If the performance exceeds the expectations the

customer is highly satisfied and delighted. If the performance does not match the expectations

the customer is dissatisfied. Satisfaction is a person’s feelings of pleasure or disappointment

resulting from comparing a products perceived performance (out-come) in relation to his/her

expectation. The link between customer satisfaction and customer loyalty is proportional. The

key to generating high customer loyalty is to deliver high customer value. A company’s value

proposition is much more than it’s positioning on a single attribute. Most of the successful

companies are raising expectations and delivering performances to match. These companies are

aiming for TCS – Total Customer Satisfaction. Customer satisfaction is both a goal and a

marketing tool. Companies that achieve high customer satisfaction ratings make sure that their

target market is known.

Customer Satisfaction may be defined as a qualitative measure where in a customer

experiences various degrees of satisfaction until the performance of the product matches his

expectations. Product & service features along with emotions of customer play a vital role on

level of satisfaction. American Customer Satisfaction Index (ACSI), developed by researcher at

the National Quality Research Center at the University of Michigan, is a measure of quality of

goods and services as experienced by consumers.

The study is to find out the level of Customer Satisfaction on sales towards the Maruti

vehicle. And to find out the Satisfaction on the performance of Varun motors.

To find out this, I have done the survey.

32


Customer Survey:

Finding out the customer satisfaction on sales towards Maruti vehicle with reference to Maruti

Suzuki Ltd. Finding out the customer satisfaction on dealership performance towards

SEVA AUTOMOTIVE PVT LTD. For this survey, I have prepared a questionnaire; through

this I collected data from customers. Sample Size of survey is 100 consumers. By analyzing

these questionnaires, I found out the level of customer sales satisfaction on Maruti. In this report,

I explained the analysis of questionnaire through graphs and tables.

Methodology used in collection of data is;

1. Survey Research method

2. Primary source of Data

· Questionnaires

· Direct Interviewing

3. Secondary Source of Data

· Text books

· Internet

· Newspapers

· Magazines

33


Chapter 5

RESEARCH

METHODOLOGY

34


METHODOLOGY

Data collection is most essential aspect of any research because the whole result of research

depends on the data and information hence, the methodology adopted by me to collect the data

final interpretation were through.

1. Survey Research:

This kind of research finds favor with almost all the social science researches. It is one of the

most popular methods of investigation, because a study of the attributes and variables in relation

to the population (The entire group of people, inhabitants, items etc…under study) is easier and

is more accurate. Its suffers from a negligible magnitude of error. Now-a-days sample survey has

become an effective method for research. This is possible with the help of personal interviews

which are backed by questionnaires, direct oral observations. Indirect oral observations and etc…

2. Primary source of Data:

Meaning: Primary sources of data are the data which needs the personal efforts to collect it and

which are not readily available. Primary sources of data are the other type of sources through

which the data was collected.

Following are few ways in which the data was collected:

a) Questionnaires: Its set of questions on a sheet of paper was being given to the respondents of

fill it, based on which the data was interpreted.

b) Direct Interviewing: Direct interviewing involved the process where I asked the questions

directly to the customers and got the feedback.

3. Secondary Source of Data:

Secondary sources are the other important sources through which the data were collected. These

are the readily available sources of the data where one had need not put much effort to collect,

35


because it is already been collected and part in an elderly manner by some researchers, experts

and socialites.

The secondary sources helpful for study were:

Text books like Marketing Management, Research Methodology, Advertisement and

Sales Promotion.

Internet was made use for the collection of the data.

Newspapers were also referred.

Business Magazines also referred.

Some journals were also referred.

4. Library Survey:

This was also undertaken for the collection of data. This type of research is based on books like

periodical, journals, documentations, and secondary data etc… which are available in the library.

5. Sample Size:

By using judgment Random Sampling Technique 100 respondents are selected for the purpose of

the study. Direct questionnaires are used to survey the customers.

6. Period of the Study:

The Study is undertaken in the month of 25th May 2014 to 24th July 2014.

36


Chapter 6

DATA ANALYSIS AND

INTERPERTATION

37


SATISTICAL TOOLS

Data Collection

Data is collected with prepared questionnaire by arranging personnel interviews when customers

are taking their vehicle at the delivery counter in the SEVA AUTOMOTIVE LTD showroom.

Data Analysis

Consider the manner of data collection adopted the study analyzed the data on a qualitative basis

by decipher in individual opinion various options collected from respective respondents are

analyzed separately.

Data Interpretation

The data collection from each and every user is analyzed and interpreted individually then

compared together and presented in the form of tables and charts. In each table the total

respondents for particular questions predicted among them. The alternative answers were for the

particular questions are traced. The high percentage of the answer is taken has correct answer

then the data for that answer has been analyzed.

MODEL OF THE CAR OWNED BY THE RESPONDENTS

The below table shows the all Maruti brand models, and table showing that model of thecar

owned by the respondents.

S. No Models No. of Respondents Percentage

1 OMNI 08 8%

2 ALTO 800 32 32%

3 WAGNOR 07 7%

4 SWIFT 13 13%

5 SWIFT DESIRE 19 19%

6 A-STAR 02 2%

38


7 RITZ 3 3%

8 ERTIGA 4 4%

9 CELERIO 12 12%

Total No. of Respondents 100 100%

Table.6.1.Model of the car owned by the respondents

CAR MODELS

0

5

10

15

20

25

30

35Model of New Car Purchased

OMNI

ALTO 800

WAGNOR

SEIFT

S.DESIRE

A-STAR

RITZ

ERTIGA

CELERIO% O

F R

ES

PO

ND

ER

S

Chart .6.1.Model of the car owned by the respondents

Interpretation:

From the above evident, we can say that most selling car in Maruti is Alto 800, having the 32

respondents here. And next most selling vehicles are the Maruti Swift Desire, Swift & Celerio,

having 19, 13 & 12 respondents respectively. And next vehicle is Omni , having 09 respondents

over here. Wagon R has only 07 respondents, and other models have less sales according to this

study.

39


Knowledgeable Salesperson:

No. of Respondents Percentage

Strongly Disagree 0 0%

Disagree 0 0%

Agree 86 86%

Strongly Agree 14 14%

Total No. of

Respondents

100 100%

Table.6.2. Knowledgeable Salesperson

No of Respon-

dents

0102030405060708090

100

Knowledgeable Salesperson

strongly Disagree

Disgree

Agree

Strongly Agree

% o

f Res

pond

ents

Chart .6.2. Knowledgeable Salesperson

Interpretation:

86% people agreed that the sales persons are knowledgeable and 14% disagreed that the sales

persons are knowledgeable.

40


Employees Spent Enough Time with you Before & After Sales :



Disagree 0 0%

Agree 64 64%


Total No. of

Respondents

100 100%

Table 6.3.Employees Spent Enough Time with you Before & After Sales

No of Respon-

dents

0

10

20

30

40

50

60

70

Employees Spent Enough Time with you Before & After Sales

strongly Disagree

Disgree

Agree

Strongly Agree

% o

f R

esp

on

den

ts

Chart. 6.3.Employees Spent Enough Time with you Before & After Sales

Interpretation:

60% agreed that sales persons spent enough time with them during the sales , while 26% strongly

agreed that the sales persons spent enough time with them during sales and only 14% disagreed

with this.

41


Availability of the Product :



Disagree 4 4%

Agree 91 91%

Strongly Agree 5 5%

Total No. of

Respondents

100 100%

Table.6.4.Availability of the Product

No of Re-spondents

0102030405060708090

100

Availability of the Product

strongly Disagree

Disgree

Agree

Strongly Agree

% o

f Res

pond

ents

Chart .6.4.Availability of the Product

Interpretation:

91% agreed that the availability of the product was there, 5% strongly agreed that the availability

was there while only 4% said they disagreed with this.

42


Price of your MARUTI SUZUKI vehicle:

price No. of Respondents Percentage

High 6 6%

Reasonable 37 37%

Low 57 57%

Total No. of

Respondents

100 100%

Table .6.5.Price of your MARUTI SUZUKI vehicle

No of Respon-

dents

0

10

20

30

40

50

60

Price of your MARUTI SUZUKI vehicle

High

Reasonable

Low

% o

f Res

pond

ents

Chart .6.5.Price of your MARUTI SUZUKI vehicle

Interpretation:From the above evident, we can say that 57% respondents are saying that price of Maruti is low, and 37% respondents are saying that price of Maruti is reasonable and remaining 6% are saying that price is high. From this we can say that 94% are saying that Maruti price is satisfied.

43


Respondents Feeling on Price of Spare Parts:

The below table shows that respondents feeling on the price of spare parts of the Maruti vehicle, that shows the satisfaction level of the respondents.

price No. of Respondents Percentage

High 8 8%

Reasonable 24 24%

Low 68 68%

Total No. of

Respondents

100 100%

Table .6.6.Price of your MARUTI SUZUKI vehicle

Chart.6.6.Price of your MARUTI SUZUKI vehicle

Interpretation:From the above evident, we can say that 68% respondents are saying that price of spare parts of the Maruti is low, and 24% respondents are saying that price of spare parts of Maruti is reasonable and remaining 8% are saying that price is high. From this we can say that 92% are saying that Maruti price of spare parts is satisfied.

44

No of Respon-

dents

0

10

20

30

40

50

60

70

80

Respondents Feeling on Price of Spare Parts

High

Reasonable

Low

% o

f Res

pond

ents


Service At Maruti Service Station Is Excellent:



Disagree 4 4%

Agree 82 82%


Total No. of

Respondents

100 100%

Table 6.7.Service At Maruti Service Station Is Excellent

No of Re-spondents

0102030405060708090

Service At Maruti Service Station Is Excellent

strongly Disagree

Disgree

Agree

Strongly Agree

% o

f Res

pond

ents

Chart.6.7.Service At Maruti Service Station Is Excellent

Interpretation:82% said that the service at Maruti service station is excellent , 14% strongly agreed while only 4% disagreed with this.

45


Respondents Expectations on MARUTI SUZUKI Vehicle:

The table below shows that respondents expectations on Maruti vehicle to keep.

How Long YouWill Use


1-2 Years 5 5%

2-4 Years 15 15%

4-8 Years 68 68%

8 Years & above 12 12%

Total No. of

Respondents

100 100%

Table .6.8.Respondents Expectations on MARUTI SUZUKI Vehicle

No of Re-spondents

01020304050607080

Respondents Expectations on MARUTI SUZUKI Vehicle

1-2 year

2-4 year

4-8 year

8 & above yr

% o

f R

esp

on

den

ts

Chart .6.8.Respondents Expectations on MARUTI SUZUKI Vehicle

Interpretation:From the above evident it is observed that 5% and 15% of the consumers keep their vehicle 1-2years and 2-4years respectively, and 68% and 12% of consumers keep their vehicle for 4-8years and 8years & above.

46


Feeling of the Respondents while Driving MARUTI SUZUKI

The below table shows that how respondents feel comfortable while driving the Maruti vehicle.

Particulars No. of Respondents Percentage

More comfortable 20 20%

comfortable 68 68%

Less comfortable 11 11%

Un comfortable 1 1%

Total No. of

Respondents

100 100%

Table.6.9.Feeling of the Respondents while Driving MARUTI SUZUKI

No of Re-spondents

01020304050607080

Feeling of the Respondents while Driving MARUTI SUZUKI

More com-fortable

Comfortable

Less Com-fortable

Un Comfortable

% o

f R

esp

on

den

ts

Chart.6.9.Feeling of the Respondents while Driving MARUTI SUZUKI

Interpretation:From above evident, it is observed that 20% of them feel more comfortable, 68% of respondents feel comfortable, and 11% of them feel less comfortable

47


Information About Service Offered by MARUTI SUZUKI:The below table shows that how respondents get information regarding the service offered by the company to them.


Yes 95 95%

No 05 5%

Total No. of

Respondents

100 100%

Table.6.10.Information About Service Offered by MARUTI SUZUKI

95%

5%

Information About Service Offered by MARUTI SUZUKI

YES

NO

Chart 6.10.Information About Service Offered by MARUTI SUZUKI

Interpretation:From the above chart we observe that 95% of the respondents feel that information regarding free service is provided them.

Respondents View on Mileage of MARUTI SUZUKI Vehicle:

48


The below table shows how respondents feel on mileage of the Maruti vehicle whencompaired to the other brand cars.


Excellent 20 20%

Good 54 54%

Average 26 26%

Below average 0 0%

Total No. of

Respondents

100 100%

Table.6.11.Respondents View on Mileage of MARUTI SUZUKI Vehicle

No of Re-spondents

0

10

20

30

40

50

60

Respondents View on Mileage of MARUTI SUZUKI Vehicle

Excellent

Good

Average

Below average

% o

f R

esp

on

den

ts

Chart.6.11.Respondents View on Mileage of MARUTI SUZUKI Vehicle

Interpretation:From the above evident, we can say that 20% and 54% of the respondents feel mileageof the Maruti’s brand is excellent and good respectively when compaired to other brandsof vehicles, and 26% of respondents feel mileage given by Maruti is average.

Feedback on Dealership (SEVA) Facility:

49


The below table shows that the respondents feelings on the SEVA AUTOMOTIVE PVT.LTD.dealership facility.

SEVA DealershipFacility


Outstanding 79 79%

Acceptable 19 19%

Average 02 2%

Un Acceptable 0 0%

Total No. of

Respondents

100 100%

Table.6.12.Feedback on Dealership (SEVA) Facility

No of Respon-

dents

0102030405060708090

Dealer Performance (SEVA)

Outstanding

Acceptable

Average

Un Acceptable

% o

f R

esp

on

den

ts

Chart.6.12.Feedback on Dealership (SEVA) Facility

Interpretation:From the above chart, we can say that 79% respondents are given best ranking for SEVA AUTOMOBILE PVT.LTD. dealership and 19% respondents are given good ranking that is accepting and remaining 2% are saying that average.

50


Chapter 7

FINDINGS AND SUGGESTIONS

FINDINGS:

Most of the respondents believe that Maruti is good.

51


62% of the respondents said that performance of the executives is good. 57% respondents feel the price is very low, 68% of feel the price of spare parts is less 78% respondents feeling on convenience of service network of Maruti. 68% respondents expectations on Maruti vehicle to keep it for 4-8yrs 68% respondents feel comfortable while driving the Maruti vehicle. 59% respondents feel on the total performance of the Maruti vehicle when compaired to

the other brand cars. 95% respondents get information regarding the service offered by the company to them. 79% respondents are given best ranking for SEVA AUTOMOTIVE PVT LTD dealership

SUGGESTIONS:

More test drives should be offered. Maruti Company has to frame new strategies to gain all the potential customers. Maruti dealers have to come up some potential activities, schemes and offers to attract

people. Service advisers need training and motivate them. Maruti has to improve the different promotional activities through effective media. Should put in more efforts to promote Maruti Finance , Autocard and Accessories.

Chapter 8

52


CONCLUSIONS

CONCLUSIONS: Most of the buyers are professionals and business people using the Maruti cars. Most of the respondents are saying that main reasons for buying Maruti are trust Worthy

and good for Indian roads. About 94% the customers feel that the price of vehicle is affordable.

53


99% of the respondents are highly satisfied with service network of Maruti. Many of the Maruti car buyers are high middle class people, like to keep there Vehicle

4years above. But professionals and business people like to change there Vehicle after 2years.

95% of customers feel that they are getting information regarding free service provided by the Maruti.

98% of the respondents are saying that SEVA AUTOMOTIVE PVT.LTD. performance is Outstanding.

Chapter 9

54


BIBLIOGRAPHY

BIBLIOGRAPHY:Name of the Books:1. C.R. Kothari Research methodology Methods & Techniques.(2006).2. Phillip Kotler Marketing Management 11\e Pearson. (2007).3. Phillip Kotler Marketing Management 12\e & 13\e Pearson. (2008).

55


Magazine:1. Business Today: Customer value, satisfaction, loyalty and switching costs.2. Autocar 3. MARUTI SUZUKI annual report 2013-14.WEBSITES1. Www.learn marketing.com2. Www.maruti Suzuki.com3. Www. Wikipedia.com4. WWW.Machinist360.com

Chapter 10

56


QUESTIONNAIRE

QUESTIONNAIREDear Sir,I am the student of SINHGAD INSTITUTE OF MANAGEMENT,PUNE. conducting a survey on MARUTI SUZUKI in WARDHA city. I would like to share some views and ideas with you.

57


Name : ………………………………… Profession : …………………………………Address : …………………………………………

1. Which model MARUTI SUZUKI car do you own ? OMNI ( ) ALTO 800 ( ) WAGNOR ( ) SWIFT ( ) Wagon-R ( ) Swift ( ) Swift Desire ( ) A-star ( ) ERTIGA ( ) CELERIO( )

2. Salesperson of MARUTI SUZUKI is knowledgeable?

3. Employees spent enough time with you, before & after sales?

58

Strongly Disagree ( ) Agree ( )

Disagree ( ) Strongly Agree ( )




59

4. MARUTI SUZUKI product availability is good ?

5. Price of your

MARUTI

SUZUKI

vehicle?

6. Price of

spare parts to

your MARUTI

SUZUKI?

7.

Service at MARUTI SUZUKI service station is excellent?

8. How long you will use MARUTI SUZUKI vehicle?

9. How do you feel when you drive yours MARUTI SUZUKI car?

10. Do you get

information about the free service offered by the company? From time to time?

12.How do you feel on SEVA AUTOMOTIVE PVT.LTD dealership facility?



High ( ) Reasonable ( )

Low ( )

High ( ) Reasonable ( )

Low ( )



1-2 year ( ) 2-4 year ( )

4-8 year ( ) 8 yr & above ( )

More comfortable ( ) Less comfortable ( )

Comfortable ( ) Un comfortable ( )

Yes ( )

No ( )

11.Please rank the mileage of the Car when compared to others?

Very good ( ) Good ( )

Average ( ) Below average ( )

Outstanding ( ) Acceptable ( )

Average ( ) Un acceptable ( )

new manish report - Full

Documents

maruti suzuki

study of customer satisfaction

wardha city

university of pune

guidance of

maruti product information

vadgaon bk pune

project report