A Summer Report On ‘Customer’s Perception- A Survey of Industrial Customers of Gwalior (Towards Cars) At MARUTI SUZUKI Submitted to JIWAJI UNIVERSITY GWALIOR For The Partial Fulfilment of The Award Of Degree MASTER OF BUSINESS ADMINISTRATION (2014-2016) FACULTY GUIDE SUBMITTED DR. SUBEER BANERJEE HIMANSHU CHOUMAL MAHARAJA INSTITUTE OF MANAGEMENT & TECHNOLOGY Airport Road, Gwalior
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A Summer Report
On
‘Customer’s Perception- A Survey of Industrial Customers of Gwalior
(Towards Cars)
At
MARUTI SUZUKI
Submitted to
JIWAJI UNIVERSITY GWALIOR
For The Partial Fulfilment of The Award Of Degree
MASTER OF BUSINESS ADMINISTRATION (2014-2016)
FACULTY GUIDE SUBMITTED
DR. SUBEER BANERJEE HIMANSHU CHOUMAL
MAHARAJA INSTITUTE OF MANAGEMENT & TECHNOLOGY
Airport Road, Gwalior
DECLARATION
Himanshu Choumal, student of MBA III Semester from Maharaja Institute Of Management
& Technology, Gwalior, declare that all the information, fact and figures represented in this
report entitled “Customer’s Perception- A Survey Of Industrial Customer Of Gwalior
Towards Cars’’. Are first hand in nature. They are actively based on my intensive research. I
have made the project under the safe roof of realistic data which was a sweet dream before
handling due to strong faith and elastic string of my heart. I have succeeded in equaling the
efforts with the output, for which I am very excited just like a blooming seed. Any resemblance
to earlier project or resource is purely coincidental.
Date …………. HIMANSHU CHOUMAL
Place: Gwalior MBA III Semester
CERTIFICATE
This is to certify that Mr. Himanshu Choumal student of MBA III Semester of Maharaja
Institute Of Management And Technology Gwalior affiliated to “ Jiwaji University, Gwalior”
has completed his summer training of 6 weeks ( from 1st of JULY to 15th AUGUST ) and
prepared this report on “Customer’s Perception A Survey Of Industrial Customers Of
Gwalior Towards Cars” under my guidance.
Date: …… DR.SUBEER BANERJEE
Place: Gwalior Faculty Guide
ACKNOWLEDGEMENT
It is privilege to express my gratitude & sincere thanks to Maharaja Institute Of Management
& Technology, Gwalior has given us the opportunity to summer training report on the topic. I
am thankful to Mr. Achal Pillai (Director-MIMT), Dr. Subeer Banerjee (Dean Academics)
and also Faculty Guide for his valuable guidance and support throughout report preparation. I
would also like to thank Mr. Sandeep Arora (General Manager of Prem Motor).
I sincerely thank computer laboratory in-charge and library staff for their timely co-operation.
I would also like to thank to all people who directly or indirectly helped to complete the report.
Date: ……………… HIMANSHU CHOUMALPlace: Gwalior M.B.A. 3rd SEM.
PREFACE
The p roj ec t i s based on the “Customer’s Perception- A Survey Of Industrial
Customers Of Gwalior Towards Cars’’. The project took 7 weeks for completion. The
main motive of project report was to enhance my expertise and extensive knowledge I gained
through my course, by applying it practically to the market of automobile Gwalior.
The project has been completed by collecting the primary data by interviewing the various
companies of Gwalior. Secondary data was also used as per the availability from different
sources. In all the study was to find out at which geographical area the potential customer may
exist and also to study the consumer behavior regarding automobile sectors.
During the project, I learnt the procedures and various other aspects of marketing of
automobile by applying theoretical knowledge and concepts to the best.
Needless to say, errors and omissions are bound to occur.
Last but not the least, I am grateful to all those who happened to be a part of the
successful completion of this Project and my mind and heart for going hand in hand!
HIMANSHU CHOUMAL
CONTENTS
Chapter1. INTODUCTION OF THE COMPANY
1.1 History Of The Organization1.2 Market Liberalization1.3 Joint Venture Related Issues1.4 Manufacture Facilities1.5 Industrial Relations1.6 Manesar Violence1.7 Product And Services1.8 Sales And Service Network 1.9 Maruti Insurance 1.10 Maruti Finance1.11 Maruti True Value1.12 N2N Fleet Management1.13 Maruti Accessories1.14 Driving School Maruti1.15 Exports 1.16 Awards And Recognition1.17 Maruti Growth Chart
1.18 Executive Summary
Chapter2. METHODOLOGY
2.1 Topic 2.2 Objective Of Study 2.3 Research Methodology 2 .4 Research Design 2.5 Research Process 2.6 Exploratory Research 2.7 Data Collection 2.8 Data Analysis 2.9 Summary Of Finding
Chapter3. CONCLUSION
Chapter4. LIMITATION OF RESEARCH PROCESS
Chapter5. RECOMMENDATION
Chapter6. BIBLIOGRAPHY
Chapter5. QUESTIONNARE
History of Maruti
Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an automobile
manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle manufacturer
Suzuki. As of November 2012, it had a market share of 37% of the Indian passenger car
As part of its corporate social responsibility Maruti Suzuki
launched the Maruti Driving School in Delhi. Later the services
were extended to other cities of India as well. These schools
are modeled on international standards, where learners go through
classroom and practical sessions. Many international practices like road behavior and attitudes
are also taught in these schools. Before driving actual vehicles participants are trained on
simulators.
A launch ceremony for the school Jagdish Khattar stated "We are very concerned about mounting
deaths on Indian roads. These can be brought down if government, industry and the voluntary
sector work together in an integrated manner. But we felt that Maruti should first do something
in this regard and hence this initiative of Maruti Driving Schools".
Exports
Maruti Exports Limited is the subsidiary of Maruti Suzuki with its major focus on exports and it
does not operate in the domestic Indian market. The first commercial consignment of 480 cars
was sent to Hungary. By sending a consignment of 571 cars to the same country Maruti Suzuki
crossed the benchmark of 300,000 cars.
Since its inception export was one of the aspects government was keen to
encourage. Every political party expected Maruti Suzuki to earn foreign
currency.
A Murti Driving School in Bangalore
Angola, Benin, Djibouti, Ethiopia, Europe, Kenya, Morocco, Nepal, Sri Lanka,
Uganda, Chile, Guatemala, Costa Rica and El Salvador are some of the
markets served by Maruti Exports.
Awards and recognition
The Brand Trust Report published by Trust Research Advisory, a brand analytics company, has
ranked Maruti Suzuki in the thirty seventh position in 2013 and eleventh position in 2014 among
the most trusted brands of India.
Blue bytes News, a news research agency, rated Maruti Suzuki as India's Most Reputed Car
Company in their Reputation Benchmark Study conducted for the Auto (Cars) Sector which
launched in April 2015
Maruti Suzuki
Parent Company Suzuki Motor Corporation
Category Sedans, Hatchbacks, SUV’s
Sector Automobiles
Tagline/ Slogan Way of life; Count on us
USP
Maruti has car models in every segment with a wide price range to choosefrom, apart from being the most reliable name in Indian automobilemarket
STP
Segment Complete automobile segment including sedans & SUV’s
Target Group Indian urban and semi-urban middle class and upper middle class
Positioning
India’s No.1 automobile brand with strong legacy
Product Portfolio
Models
1. Maruti 800 2. Maruti A Star 3. Maruti Alto
4. Maruti Eeco 5. Maruti Grand Vitara 6. Maruti Gypsy King
7. Maruti Omni 8. Maruti Swift 9. Maruti Swift Dzire
10.Maruti SX4 11.Maruti Wagon R 12.Maruti Zen Estilo
SWOT Analysis
Strength
1. Maruti is the largest passenger car company in India, accounting for around 45% market share 2. Over 6,000 people are employed with Maruti 3. Good advertising, product portfolio, self-competing brands4. Largest distribution network of dealers and after sales service centers5. Strong brand value and strong presence in the second hand car market6. Having different revenue streams like Maruti finance, Maruti Insurance 7. Over 700,000 units sold in India annually including 50,000 exports
Weakness1.Inability to penetrate into the international market2.Employee management, strikes, worker wage problems
Opportunity
1.Developing hybrid cars and fuel efficient cars for the future2.Tapping emerging markets across the world and building a global brand3.Fast growing automobile market and increased purchasing power
1. Government policies for the automobile sector across the world2.Ever increasing fuel prices3. Intense competition from global automobile brands and cheaper brands4. Substitute modes of public transport like buses, metro trains etc
Competition
Competitors
1.Honda2.Toyota3.Nissan4.Hyundai5.Fiat6.Mitsubishi7.Chevrolet8.TataMotors9.Skoda10.Toyota11.MarutiSuzuki12. Ford
Market Growth In Value
Mar '15 Mar '14 Mar '13 Mar '12 Mar '11
12 mths 12 mths 12 mths 12 mths 12 mths
Total Share Capital 151.00 151.00 151.00 144.50 144.50
Equity Share Capital 151.00 151.00 151.00 144.50 144.50
automobiles could help marketers understand their needs and interests and which cars they are
likely to prefer.
By surveying consumers about their attitudes toward the leading products in a market, marketers
can map customers' dominant attitudes toward products. Market research companies such as
Simmons conduct detailed interviews to gather the data needed to identify clusters of buyer
attitudes.
Introduction To Prem Motors
The Beginning
It was a humble beginning with a small spare parts shop in 1981 at Gwalior. The journey
from that day till now was not always smooth but with true grit and determination of the
promoters and the employees of the company we have reached where we are today. The
turnover of the company during the financial year 2014-15 has been more than Rs 775
corers approx. We shall continue to grow and have positive impacts on the social and
economic life of our surroundings.
Profile of the Company
Prem Motors Pvt. Ltd. a company incorporated under the Companies Act having its
registered office at Knawels Complex, A G Office Road, Gwalior came into existence as a
Private Limited Company on the 28th day of November, 1990. Mr. Charanjeet Nagpal is the
main promoter of Prem Motors Pvt. Ltd. who established the organization in the year 1990
when he acquired a dealership of Rajdoot Motorcycles, formerly a proprietary firm called
“Prem Motors”. Over the period, with strong intentions, determination and commitment, he
re-established the dealership as a market leader and earned the image of a hardworking
successful entrepreneur. Since then, there was no looking back, the business kept on
increasing in manifolds. The company has the honor of being associated with various
automobile houses as their authorized dealers. Other than being Maruti Suzuki authorized
dealers in Gwalior, Jaipur, Agra, and e-outlets, Prem Motors is also an authorized dealer for
Piaggio, Suzuki and Yamaha. The transport venture was started in 2011 based out of
Gurgaon possessing a fleet of 81 trailers.
Quality Policy
Prem Motors are fully committed towards total customer satisfaction.We believe in
continual professional improvement. Hence we keep updating our systems and facilities to
offer the very best for:
•Total Commitment to customer satisfaction.
•Focus on employee’s involvement and improve retention.
•Work professionally and honestly.
Strategy:
A long-term strategy is being the leading benchmark company in the Indian auto motive market
by constant investments in our people and facilities.
Objectives of the Study
The study has been under taken to analyze the customer profile and mapping to understand the
consumer behavior regarding automobile sector.
Objectives:
• To know the customer profile.
• To analyze the exact segregation of the industry of Gwalior.
• To know at which geographical segment the potential customer exist.
• To know the consumer behavior regarding cars on following parameter:
I. To analyze the factors influencing the customer before buying a car.II. To find out the replacement pattern of customers.
III. To find out the purchase pattern.
Research Methodology
A research process consists of stages or steps that guide the project from its conception through
the final analysis, recommendations and ultimate actions.
The research process provides a systematic, planned approach to the research project and
ensures that all aspects of the research project are consistent with each other. Research studies
evolve through a series of steps, each representing the answer to a key question.
This chapter aims to understand the research methodology establishing a framework o f evaluati
on and revaluation of primary and secondary research. The techniques and concepts used
during primary research in order to arrive at findings; which are also dealt with and lead to a
logical deduction towards the analysis and results.
Research Design
I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which
certain issues shall be selected, which I feel remain unanswered or liable to change, this shall
be further taken up in the next stage of exploratory research. This stage shall help me to restrict
and select only the important question and issue, which inhabit growth and segmentation in the
industry. The various tasks that I have undertaken in the research design process are:
• Defining the information need.
• Design the exploratory, descriptive and causal research.
Research Process
The research process has four distinct yet interrelated steps for research analysis. It has a logical
and hierarchical ordering:
•Determination of information research problem.
• Development of appropriate research design.
• Execution of research design.
• Communication of results. Each step is viewed as a separate process that includes a
combination of task, step and specific procedure. The steps undertake are logical, objective,
systematic, reliable, valid, impersonal and ongoing.
Exploratory Research
The method I used for exploratory research was:
1. Primary Data.2. Secondary Data.
PRIMARY DATA is represented:
First classified i.e. grouped qualitatively and quantitatively according to the situation or
the type of the data which was collected. After classifying is represented in the form of tables i.e. systematically arranged in
columns and rows. Some of the data is also graphically represented in the form of PIE DIAGRAM.
SECONDARY DATA is represented:
In The Form Of Tables
By the way BAR GRAPHS and SUBDIVIDED BAR GRAPHS ( Graphical
representation)
Data Collection
Data collection took place with the help of filling of questionnaires. The questionnaire method
has come to the more widely used and economical means of data collection. I found it essential
to make sure the questionnaire was easy to read and understand to all spectrums of people in the
sample. It was also important as researcher to respect the samples time and energy hence
the questionnaire was designed in such a way, that its administration would not exceed 4-5
minutes. These questionnaires were personally administered. The first hand information was
collected by making the people fill the questionnaires. The primary data collected by directly
interacting with the people.
Data Analysis
SAMPLE SIZE AND AREAS COVERED
A customer-based survey was conducted in which 100 people were asked to fill the questionnaire
in which 50 people belong to cities of Gwalior and Shivpuri. Because it was not possible to
consider each and every person of those cities or of villages so, PROBABILITY SAMPLE or
RANDOM SAMPLE was taken.
1) PERCENTAGE OF MARUTI SUZUKI OWNERS
76%
24%
Owners Of Maruti Suzuki
1
2
INFERENCE:
76% of the respondents were owners of Maruti Suzuki.
24% of the respondents were owners of others company.
2) CUSTOMER SATISFACTION RATING
83%
17%
CUSTOMER SATISFACTION RATING
1
2
INFERENCE:
83% of the Respondents were satisfied with their cars and the services of MARUTI
SUZUKI However 17% of the Respondents were dissatisfied at the same time.
3) PREFERENCES OF BUYING A NEW CAR
50%
20%
16%
14%
Preferences Of Buying A New Car
1
2
3
4
INFERENCE:
18% of the respondents would prefer to buy a Maruti Suzuki car against its competitors.
37% of respondents preferred for Maruti Suzuki.
21% and 24% respectively preferred for Hyundai & Honda.
4) WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT MARUTI
SUZUKI.
12%
20%
13%
55%
Information About Maruti Suzuki
1
2
3
4
INFERENCE:
Information through Internet and Print media accounts for more than half or 75% of the
information shared with the masses.
Rest 25% was shared by T.V. and Dealers for providing the information.
5) MARUTI SUZUKI CARS HAS THE MOST FUEL EFFICIENCY
78%
22%
Fuel Efficiency Of Maruti Suzuki
1
2
INFERENCE:
78% of the respondents felt that Maruti Suzuki has the most fuel efficiency.
While 22% felt it isn’t the most fuel efficient.
6) THE FEATURES OF MARUTI SUZUKI AS COMPARED TO OTHER CARS
70%
10%
8%
12%
Features Of Maruti Suzuki
1
2
3
4
INFERENCE:
70% of the respondents felt that the features of the maruti suzuki are good. While 8% of respondents thought it was not so good, 10% thought it was very good and
12% felt satisfactory about the features.
7) THE QUALITIES THAT BEST DESCRIBES MARUTI SUZUKI
15%
18%
38%
29%
Features That Best Describes Maruti Suzuki
1
2
3
4
INFERENCE:
Maruti Suzuki is best known for its design & comfort.
Then comes Handling and Fuel Efficiency
.
8) HOW DO YOU FIND THE INTERIORS OF MARUTI SUZUKI
74%
16%
3% 7%
Interiors Of Maruti Suzuki
GOOD
VERY GOOD
NOT SO GOOD
SATISFACTORY
INFERENCE:
The interiors of maruti suzuki are very good according to 74% of the respondents. 16% said it was very good, 7% said it was satisfactory and 3% felt it was not so good.
9) WHAT SHOULD BE DONE TO MAKE MARUTI SUZUKI THE BEST CAR
60%15%
10%
15%
What Should Be Done To Make Maruti Suzuki The Best Car
MAKE IT MORE FUTURistic
MAKE IT MORE SpORTY
GIVE IT A RETRO LOOK
GIVE TO CONCPET CAR LOOK
INFERENCE:
To make it the best car in its class it should be made more futuristic which was
felt by 60% of the respondents.
15% of the respondents thought it should be made more sporty.
10% wanted it to have a retro look and 15% wanted to give it a concept car
look.
10) ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED BY MARUTI SUZUKI.
85%
15%
Happy With After Sales Services Provided By Maruti Suzuki
HAPPY
UNHAPPY
INFERENCE:
Overall 85% of the respondents were happy with the after sales service provided
by Maruti Suzuki.
15% were unhappy with Maruti Suzuki due to poor after sales services provided
by them.
Summary Of Findings
76% of the respondents were owners of Maruti Suzuki.
83% of the Respondents were satisfied with their cars and the services of Maruti Suzuki However
17% of the Respondents were dissatisfied at the same time 18% of the respondents would prefer to buy a Maruti Suzuki car against its competitors Information through Internet and Print media accounts for more than half or 75% of the
information shared with the masses. Rest 25% was shared by T.V. and Dealers for providing the
information
78% of the respondents felt that Maruti Suzuki has the most fuel efficiency
70% of the respondents felt that the features of the Maruti Suzuki are good. While 8% of
respondents thought it was not so good, 10% thought it was very good and 12% felt satisfactory
about the features
Maruti Suzuki is best known for its design & comfort. Then comes Handling and Fuel Efficiency.
If Maruti Suzuki is made more affordable then it would win more customers, a theory which was
backed by 72% of the respondents.15% and 13% respectively want cheaper spare parts and more
service stations.
To make it the best car in its class it should be made more futuristic which was felt by 60% of the
respondents.15% of the respondents thought it should be made more sporty.10% wanted it to have
a retro look and 15% wanted to give it a concept car look.
Conclusion
I have analyzed the attached Balance Sheet of (Maruti Suzuki India Limited Formely Maruti
Udyog Limited), as of Five years comparison and the related Profit and Loss Account and Cash
Flow Statement for the year ended on that dates Annexed thereto !These financial statements are
the Responsibility of the company's management. My pleasure is to express an opinion on these
financial statements based on analysis Those Standards an analysis includes examining, on a test
basis, evidence supporting the amounts and disclosures in the financial statements. An analysis
also includes assessing the accounting principles used and significant estimates, marketing
Techniques, HRM strategies, financial position of the Maruti Udyog Limited.
The company analysis done by me on Maruti Udyog Limited, sorted out that the automobile
industry in India is prosperous and growing with innovating technology.
Cars in the market through different marketing strategies such as pricing strategy, products
development etc. Finally “Maruti Udyog Limited” has it financial trend in ascending order from
previous four years.
Thus, Maruti Udyog Limited, is counting its profits, and fulfilling the Social responsibility, by
making its tag line to be implemented i.e.
Limitations of The Research Project
The research study suffers from following limitations:
The Gwalior market was too vast and it was not possible to cover each and every
customer in the available short span of time.
Generally, the respondents were busy in their work and were not interested in responding.
Respondents were reluctant to disclose complete and information about themselves and
their organization.
Most respondents were reluctant to provide exact information as in why they
preferred particular company’s car.
The research was conducted in present prevailing conditions. There can be some
fluctuations in the market, which can offset the findings.
The project is carried out for the period of 45 days only.
Measurement of customer satisfaction is complex subject, which uses non- objective
methods, which are not reliable.
Recommendations
Maruti Suzuki should increase their service stations.
Facilities regarding after sales services should be increased.
People were aware about Maurti brand, there should be more brand awareness in the
market
They should increase advertisement activities.
They should promote more road shows in the respective areas.
The company should promote about the entire feature offered by it.
Everyone is knowing Maruti Suzuki but they are aslo promote their new product because
other competitor are doing that i.e. they are also use all that strategies for stand in market