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A CUSTOMER SATISFACTION SURVEY ON MARUTI SUZUKI With Reference to VARUN MOTORS VIJAYAWADA Project report submitted to INTEGRAL INSTITUTE OF ADVANCED MANAGEMENT VISAKHAPATNAM In partial fulfillment for the award of the degree of PGDBM(2010-2012) Submitted by N.MANIKANTA (Roll.no.24035) Under the guidance of Smt . Pala Suriya Kala Associate Professor, IIAM INTEGRAL INSTITUTE OF ADVANCED MANAGEMENT (Approved by AICTE, Minister of HRD, Govt. of India, New Delhi) MVP Colony, Visakhapatnam,(2010-2012)
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Page 1: Project Mani

A CUSTOMER SATISFACTION SURVEY ON MARUTI SUZUKIWith Reference to

VARUN MOTORS VIJAYAWADA

Project report submitted toINTEGRAL INSTITUTE OF ADVANCED MANAGEMENT

VISAKHAPATNAMIn partial fulfillment for the award of the degree of

PGDBM(2010-2012)

Submitted byN.MANIKANTA(Roll.no.24035)

Under the guidance ofSmt . Pala Suriya Kala

Associate Professor, IIAM

INTEGRAL INSTITUTE OF ADVANCED MANAGEMENT(Approved by AICTE, Minister of HRD, Govt. of India, New Delhi)

MVP Colony, Visakhapatnam,(2010-2012)

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CERTIFICATE

This is to certify that the project report entitled A CUSTOMER SATISFACTION SURVEY at maruti Suzuki with reference to Vijayawada is a bonafide work done and submitted in partial fulfillment of the requirement for the award of Post Graduate Diploma in Business Management by N. Manikanta

Prof B.PARVATHISWARA RAO ASST. Prof. PALA.SURIYA KALA

DIRECTOR

IIAM, VISAKHAPATNAM IIAM, VISAKHAPATNAM

Place: Visakhapatnam

Date:

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DECLARATION

I hereby declare that this project report entitled “A CUSTOMER SATISFACTION OF MARUTHI SUZUKI With reference to varun motors Vijayawada” has been submitted by me in partial fulfillment of requirement for the award of post graduate diploma in business management.

I also declare that this project is a result of my own effort and it has not been submitted to any other university for the award of any Degree or Diploma.

N. Manikanta

Place:

Date:

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ACKNOWLEDGMENT

I offer my sincere thanks to Prof B. Parvathiswara Rao Director of Integral Institute of Advanced Management for providing me with an opportunity to undertake the project in PepsiCo which proved to be very beneficial to me.

I am grateful to Smt Pala Suriya Kala Associate Professor, IIAM, my faculty guide, for giving valuable suggestions and guidance for the completion of the project.

My sincere thanks to Mr. Nagaraju Customer care manager at Varun motors Vijayawada, my guide in the organization who has guided me and also acquainted me with the corporate environment and helped me to complete my summer project.

(N. Manikanta)

Place:

Date:

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DEFINITION OF MARKETING:

The process of planning and executing the conception, pricing, promotion, and distribution of

ideas, goods, and services to create exchanges that satisfy individual and organizational goals”.

DEFINITIONS OF CUSTOMER SATISFACTION:

1. Customer satisfaction, a business term, is a measure of how products and services supplied by a

company meet or surpass customer expectation.

2. A customer's perception of the degree to which their requirements have been fulfilled.

MEASURING CUSTOMER SATISFACTION:

Organizations need to retain existing customers while targeting non-Customers. Measuring

customer satisfaction provides an indication of how Successful the organization is at providing products

and/or services to the Market place. Customer satisfaction is an abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and product/service .

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INDEX

1. COMPANY PROFILE.

2. EXECUTIVE SUMMARY.

3. INTRODUCTION TO THE AUTOMOBILE INDUSTRY IN INDIA.

4. INTRODUCTION OF THE COMPANY.

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5. OBJECTIVE OF THE STUDY.

6. RESEARCH METHODOLOGY.

7. FINDINGS.

8. QUESTIONNAIRE ANALYSIS.

9. CONCLUSION AND SUGGESTIONS.

10. BIBILOGRAPHY.

OBJECTIVE OF THE STUDY :

TO STUDY IN DETAIL ABOUT THE CUSTOMER SATISFACTION LEVEL OF MARUTI SUZUKI LTD CUSTOMRES

TO OBSERVE AND ANALYSE THE TECHNIQUES AND METHODS OF MARKETING OF MARUTI SUZUKI LTD TO ATTAIN CUSTOMER SATISFACTION

TO UNDERSTAND THE IMPORTANCE OF CUSTOMER SATISFACTION IN ANY INDUSTRY.

TO RECOMMEND SUGGESTIONS IF ANY TO THE COMPANY REGARDING IMPROVEMENT IN THE FIELD OF CUSTOMER SATISFACTION

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RESEARCH METHODOLOGY

The nature of the project work has been exploratory as no hypothesis, is taken to be tested. Though the conclusions drawn could be taken as the hypothesis and further tested by the research work undertaken in the relevant field. The reason for choosing the exploratory research design is the fact the project report has been primarily based upon the secondary sources of data and whose authenticity could be assured of. The reluctance of the company's personnel in parting with much of information led the project report to be based substantially on the secondary source of data. The sources of data used in data collection are the following:

Primary sources:

In order to gather information about the various products, I personally visited a number of retail markets and collected data pertaining to the prices of the products offered. The market visits were useful in knowing the comparative prices and quality of the offered brands vis-à-vis the competitive brands.Detail regarding the packaging of the products were collected and I also inquired about the various sales promotion schemes followed by there companies.By interviewing these retailers valuable information was collected. I inquired from them about their marketing advertising and distribution strategies.

Secondary sources:

Information was collected from secondary sources such as public libraries, newspapers, business magazines.Beside these the use of Internet was also made in collecting relevant information. The data collected from the above mentioned sources has been adequately structured and used at appropriate places in the report. This particular way of data collection was used because of its low cost(except data collected through surfing the internet) and less time consumption. The information gathered included:

Their annual reports.

Pamphlets.

Posters.

Press clippings.

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News releases.

Newsletters.

Pictures.

Field of Survey:

The field work for the survey was conducted in Vijayawada. The exercise involved face to face interview with the customers.

Analysis:

The important factors and data’s collected were sequentially analyzed and graphed.

Limitations of the Study:

The sample size is only 100 so the sample may not be truly representative of the Vijayawada population.

COMPANY PROFILE

Maruti Suzuki is India and Nepal's number one leading automobile manufacturer and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The BJP-led government held an initial public offering of 25% of the company in June 2003. As of 10 May 2007, Govt. of India sold its complete share to Indian financial institutions. With this, Govt. of India no longer has stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time was the only modern car available in India, its only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti Suzuki has produced over 5 Million vehicles. Maruti Suzuki’s are sold in India and various several other countries, depending upon export orders. Models similar to Maruti Suzukis (but not

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manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and manufactured in Pakistan and other South Asian countries.The company annually exports more than 50,000 cars and has an extremely large domestic market in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's largest selling compact car ever since it was launched in 1983. More than a million units of this car have been sold worldwide so far. Currently, Maruti Suzuki Alto tops the sales charts.Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is commonly used to refer to this compact car model ("Maruti" is another name of the Hindu god, Hanuman).Maruti Suzuki has been the leader of the Indian car market for over two decades.Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of Delhi. Maruti Suzuki’s, Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities,launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 700,000 units annually.More than half the cars sold in India are Maruti Suzuki cars. The company is a subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti Suzuki. The rest is owned by public and financial institutions. It is listed on the Bombay Stock Exchange and National Stock Exchange in India.During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all, over six million Maruti Suzuki cars are on Indian roads since the first car was rolled out on 14 December 1983.Maruti Suzuki offers 14 models, Maruti 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Gypsy, Grand Vitara, Kizashi . Swift, Swift DZire, A-star and SX4 are manufactured in Manesar, Grand Vitara and Kizashi are imported from Japan as completely built units(CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant.Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for three decades. Suzuki‟s technical superiority lies in its ability to pack power and performance into a compact, lightweight engine that is clean and fuel efficient.Nearly 75,000 people are employed directly by Maruti Suzuki and its partners. It has been rated first in customer satisfaction among all car makers in India from 1999 to 2009 by J D Power Asia Pacific.

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EXECUTIVE SUMMARY

Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals ."In a survey of nearly 200 senior marketing managers, 71 percent responded that they found the "customer satisfaction" metric very useful.It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers‟ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify

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an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective purpose.

Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold:

1. Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company‟s goods and services.

2. Although sales or market share can indicate how well a firm is performing currently, satisfaction is an indicator of how likely it is that the firm’s customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes. On a five-point scale, individuals who rate their satisfaction level as “5” are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) Individuals who rate their satisfaction level as “1,” by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction.

The study widely concentrates on the level of satisfaction amongst customers for which I did exploratory research to check the satisfaction level amongst the customers of maruti Suzuki ltd as the popular punch line of maruti also says “count on us”

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INTRODUCTION TO AUTOMOBILE INDUSTRY IN INDIA

The Indian Automobile Industry is manufacturing over 11 million vehicles and exporting about 1.5 million every year. The dominant products of the industry are two wheelers with a market share of over 75% and passenger cars with a market share of about 16%.] Commercial vehicles and three wheelers share about 9% of the market between them. About 91% of the vehicles sold are used by households and only about 9% for commercial purposes.] The industry has attained a turnover of more than USD 35 billion and provides direct and indirect employment to over 13 million people.The supply chain of this industry in India is very similar to the supply chain of the automotive industry in Europe and America. This may present its own set of opportunities and threats. The orders of the industry arise from the bottom of the supply chain i. e., from the consumers and goes through the automakers and climbs up until the third tier suppliers. However the products, as channelled in every traditional automotive industry, flow from the top of the supply chain to reach the consumers.Interestingly, the level of trade exports in this sector in India has been medium and imports have been low. However, this is rapidly changing and both exports and imports are increasing. The demand determinants of the industry are factors like affordability, product innovation, infrastructure and price of fuel. Also, the basis of competition in the sector is high and increasing, and its life cycle stage is growth. With a rapidly growing middle class, all the advantages of this sector in India are yet to be leveraged.Note that, with a high cost of developing production facilities, limited accessibility to new technology and soaring competition, the barriers to enter the Indian Automotive sector are high. On the other hand, India has a well-developed tax structure. The power to levy taxes and duties is distributed among the three tiers of Government. The cost structure of the industry is fairly traditional, but the profitability of motor vehicle manufacturers has been rising over the past five years. Major players, likeTata Motors and Maruti Suzuki have material cost of about 80% but are recording profits after tax of about 6% to 11%.The level of technology change in the Motor vehicle Industry has been high but, the rate of change in technology has been medium. Investment in the technology by the producers has been high. System-suppliers of integrated components and sub-systems have become the order of the day. However, further investment in new technologies will help the industry be more competitive. Over the past few years, the industry has been volatile. Currently, India’s increasing per capita disposable income which is expected to rise by 106% by 2015 and growth in exports is playing a major role in the rise and competitiveness of the industry.Tata Motors is leading the commercial vehicle segment with a market share of about 64%. Maruti Suzuki is leading the passenger vehicle segment with a market share of 46%. Hyundai Motor India and Mahindra and Mahindra are focusing expanding their footprint in the overseas market. Hero Honda Motors is occupying over 41% and sharing 26%of the two wheeler market in India with Bajaj Auto. Bajaj Auto in itself is occupying about 58% of the three wheeler market.Consumers are very important of the survival of the Motor Vehicle manufacturing industry. In 2008-09, customer sentiment dropped, which burned on the augmentation in demand of cars. Steel is the major input used by manufacturers and the rise in price of steel is putting a cost

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pressure on manufacturers and cost is getting transferred to the end consumer. The price of oil and petrol affect the driving habits of consumers and the type of car they buy.The key to success in the industry is to improve labour productivity, labour flexibility, and capital efficiency. Having quality manpower, infrastructure improvements, and raw material availability also play a major role. Access to latest and most efficient technology and techniques will bring competitive advantage to the major players. Utilising manufacturing plants to optimum level and understanding implications from the government policies are the essentials in the Automotive Industry of India.Both, Industry and Indian Government are obligated to intervene the Indian Automotive industry. The Indian government should facilitate infrastructure creation, create favourable and predictable business environment, attract investment and promote research and development. The role of Industry will primarily be in designing and manufacturing products of world-class quality establishing cost competitiveness and improving productivity in labour and in capital. With a combined effort, the Indian Automotive industry will emerge as the destination of choice in the world for design and manufacturing of automobiles.

INDUSTRY GROWTH:

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FUTURE OF AUTOMOBILE IN THE ECONOMY :

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US based consultancy keystone predicts that India will become worlds third largest automobile market by 2030.overall size expected to exceed 20 million with compounded annual growth rate of over 12%.

India Then & Now

1983Number of brands -2Number of models -2

2008Number of brands -30Number of models -70

Some of the Car companies in India : Maruti Suzuki

Fiat.

General motors (Opel, Chevrolet).

Ford.

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Hindustan motors.

Mitsubishi.

Honda.

Hyundai.

Baja tempo.

Marinara.

Maine elect.

Mercedes Benz.

Nissan.

San engineering.

Skoda.

Toyota.

Top three manufacturers:

Maruti Suzuki Tata motors Hyundai

CAR SEGMENTATON:

This is done on the basis of size and price of the car.

A segment: maruti 800,omni

B segment: Zen, wagon-r, alto, santro, palio, indica.

C segment: esteem, accent, indigo, icon, Honda city, civic.

D segment: opera, Octavia, corolla, sonata, Mercedes.

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INTRODUCTION

MARUTI UDYOG LIMITED

HISTORY OF MARUTI

On 14th December, 1983, first Maruti 800, India's iconic car rolled-off the assembly line at company's Gurgaon plant. Late Mrs. Indira Gandhi, the then Prime Minister of India, handed over keys for this car to the first Maruti customer. Since then, Maruti Suzuki has produced and sold around 75 lakh (7.5 million) cars to address the needs of customers across segments. Speaking on the occasion, Mr. Shinzo Nakanishi, Managing Director and CEO, Maruti Suzuki India Limited said, "The Government of India had entrusted the company a responsibility of building low cost, fuel efficient cars for the people of India as also building firm foundation for the modernization and growth of Indian automobile industry. Thanks to the support of our stakeholders, we have successfully led the automobile revolution in India. It is a time for us to thank everyone who helped us in our journey so far. Now, we are positioning India as the global small car manufacturing hub, in line with the government's vision." The Indian car industry, which was represented by two companies then, was at a volume of 40,000 cars annually. The Maruti-800, symbolizing Indian middle-class aspirations, completely revolutionized the Indian roads and ushered in an irrevocable change. Maruti's current efforts mirror the government's vision to put India in the international map for producing compact small cars. All over the world, Suzuki is acknowledged for its know-how in producing small cars. The government's renewed focus on promoting small cars, offers a major opportunity for Maruti Suzuki. Maruti Suzuki believes that its recent investments in two manufacturing facilities will go a long way in establishing the company and India in the global league. These include Maruti Suzuki's fourth car assembly plant and a state of the art diesel engine plant at Manesar, and the fuel-efficient KB-series engine plant at Gurgaon. The Manesar assembly plant is rated among the best Suzuki plants worldwide. The plant is future ready and is designed to produce world-class vehicles. Maruti Suzuki also expects to scale-up exports and the new Manesar assembly plant will contribute to this effort. In 1990's when the economy was liberalized and foreign investment

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allowed into India, the auto component companies, set up and nurtured by Maruti Suzuki, became the foundation for global car companies as well. These new players on the Indian automobile scene found an accomplished and experienced auto component industry, which encouraged further foreign direct investment into India. Presently Maruti Suzuki enjoys a strong base of around 225 vendors and many of them are listed on stock exchanges. The good relationship of Maruti Suzuki with its associates provides the company an edge over its competition, giving the company the flexibility to cater to changes in market demand in minimum time. Today, Maruti has changed the profile of the Indian market. The Swift, SX4 and recent A-star are examples of how Maruti Suzuki has brought in contemporary technology and latest designing for the Indian buyers. Starting with the iconic Maruti 800, today, Maruti Suzuki offers 12 models with over 100 variants. The company has manufactured around seven and a half million cars in India. Of this, the Maruti 800 alone has contributed 2.7 million units since inception in December 1983. Alto, another super-popular product from the company, recently touched the magic figure of a million units. The company leads the automobile industry in India with a market share of over 54% amongst passenger cars. The company has over 600 sales outlets in 393 towns and cities, along with 2,628 workshops covering 1,220 cities. Today, Maruti Suzuki has more than 7,100 employees.Maruti is India's largest automobile company. The company, a joint venture with Suzuki of Japan, has been a success story like no other in the annals of the Indian automobile industry. Today, Maruti is India's largest automobile company. This feat was achieved by the missionary zeal of our employees across the line and the far-sighted vision of our management.

The Company Mission:

To provide a wide range of modern, high quality fuel efficient vehicles in order to meet the need of different customers, both in domestic and export markets.

The Company Vision:

We must be an internationally competitive company in terms of our products and services. We must retain our leadership in India and should also aspire to be among the global players.

Their focus is on:

Building a continuously improving organisation adaptable to quick changes.

Providing value and satisfaction to the customer.

Aligning and fully involving all our employees, suppliers and dealers to face competition.

Maximising Shareholder's value:

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Being a responsible corporate citizen At Maruti, they have a clear perspective on manpower. They see it as a unique resource, in the sense that optimal productivity of other resources depends largely on the way human resources are utilised.

Underlies the Maruti culture is that all employees of the company should be moulded into a team which then strives as one, to achieve commonly shared company goals and objectives.

Constructive suggestions:

The objectives of MUL then were:

Modernization of the Indian Automobile Industry.

Production of fuel-efficient vehicles to conserve scarce resources.

Production of large number of motor vehicles, which was necessary for economic growth.

Core Value:

Customer Obsession.

Fast, Flexible and First Mover.

Innovation and Creativity.

Networking and Partnership.

Openness and Learning.

Vision:

The leader in the India Automobile Industry

Creating Customer Delight

Shareholder’s Wealth; A pride of India”.

Technological Advantage:

We have introduced the superior 16 * 4 Hypertech engines across the entire Maruti Suzuki range. This new technology harnesses the power of a brainy 16-bit computer to a fuel-efficient 4-valve engine to create optimum engine delivery. This means every Maruti Suzuki owner gets the ideal

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combination of power and performance from his car. Our other innovation has been the introduction of Electronic Power Steering (EPS) inselect models. This results in better and greater maneuverability. In other words, our cars have become even more pleasurable to drive.

Production/R&D:

Spread over a sprawling 297 acres with 3 fully-integrated production facilities, the Maruti Udyog Plant has already rolled out over 4.3 million vehicles. In fact, on an average, two vehicles roll out of the factory every minute. And it takes on an average, just 14 hours to make a car. More importantly, with an incredible range of 11 models available in 50 variants, there's a Maruti Suzuki made here to fit every car-buyer's budget. And dream.

Production Milestones:

1st vehicle produced, December 1983.

1,00,000 vehicles produced by August, 1986.

5,00,000 vehicles produced by June, 1990.

10,00,000 vehicles produced by March, 1994.

15,00,000 vehicles produced by April, 1996.

20,00,000 vehicles produced by October, 1997.

25,00,000 vehicles produced by March, 1999.

30,00,000 vehicles produced by June, 2000.

35,00,000 vehicles produced by December 2001.

40,00,000 vehicles produced by April, 2003.

45,00,000 vehicles produced by April, 2004.

AWARDS:

2005

Number one in JD Power SSI for the second consecutive year Number one in JD Power CSI for the sixth time in a row - the only car to win it so many timesM800, WagonR and Swift topped

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their segments in the TNS Total Customer Satisfaction Study Leadership in the JD Power Initial Quality Study - Alto number one in its segment for the 2nd time in a row, Esteem number one in its segment for the 3rd year in a row, Swift number one in the premium compact segment WagonR and Esteem top their segments in the JD Power APEAL study TNS ranks Maruti 4th in thCorporate Reputation Strength (CSR)study(#1 in Auto sector)-Feb 05 Maruti bagged the "Manufacturer of the year" award from Autocar-CNBC( 2nd time in a row)-Feb 05First Indian car manufacturer to reach 5 million vehicles sales Business World ranks Maruti among top five most respectedcompanies in India-Oct 04 Maruti ranked among top ten (Rank7) greenest companies in India by Business Today - Sep '04.

2004

Maruti Suzuki was No. 1 in Customer satisfaction, No. 1 in Sales Satisfaction No.1 in Product Quality (Esteem and Alto) and No. 1in Product Appeal (Esteem and Wagon R) No. 1 in Total Customer Satisfaction (Maruti 800, Zen and Alto) Business World ranked us among the country's five most respected companies Business World ranked us the country's most respected automobile company Voted Manufacturer of the year by CNBC Voted one of India's Greenest Companies by Business Today-AC Nielson ORG-MARG.

2003

Maruti 800, Maruti Zen and Maruti Esteem make it to the top 10automotive brands in "Most Trusted Brand survey 2003"J D Power ranked 3 models of Maruti on top: Wagon r, Zen and Esteem Maruti 800 and Wagnor top in NFO Total Customer Satisfaction Study 2003.MUL tops in J D Power CSI (2001) for 4th time in a row

2001

MUL tops in J D Power CSI (2001) for 2nd time in a row: another international first.

2000

Maruti bags JD Power CSI - 1st rank; unique achievement by market leader anywhere in the world.

1999

MSM launched as model workshop in India; achieves highest CSI rating. Central Board of Excise & Customs awards Maruti with "Samman Patra", for contribution to exchequer and being an ideal tax assesses.

1998

CII's Business Excellence Award.

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1996

Maruti wins INSSAN award for "Excellence in Suggestion Scheme "Awarded the Star Trading House status by Ministry of Commerce.

1994-95

Engineering Exports Promotion Council's award for export performance.

1994

Best Canteen award among Haryana Industries as part of employee welfare.

1992-93

Engineering Exports Promotion Council's award for export performance.

1991-92

Engineering Exports Promotion Council's award for export performance.

THEORITICAL PERSPECTIVE

Consumer is Strictly the ultimate consumer of a product, the ultimate users; the person who derives the satisfaction or the benefit offered. The consumer' is not necessarily the customer, since there are often 'customers' in the buying/ distribution chain; moreover, the consumer is frequently not the person who makes the buying decision; for instance, in the case of many household products, where the housewife may make the purchase but consumption or use is by the whole family. 'Consumer' is not normally applied to the purchase of industrial goods and services where the customer is usually a corporate body. Nevertheless, consumable goods are sold to industry for corporate purposes and the consumers of these good scan be identified for marketing practice. Consumer behavior is the study of buying habits or patterns of behaviour of consuming public either in general or in specific groups.

THE BUYING PROCESS:

The starting point for understanding the buyer is the stimulus response model shown below:

Marketing Stimuli

Other stimuli

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Product Price Place Promotion

Economic Technological Political Cultural

Buyer’s characteristics Buyers decision process

Cultural Social Personal Psychological

Problem Recognition Information search Evaluation decision Post purchase behaviour

Buyers Decision

Product choice

Brand choice

Purchase Timing

Purchase amount

STAGES IN BUYING DECISION PROCESS

MAJOR FACTORS INFLUENCING BUYERS BEHAVIOUR

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TARGET MARKETING

It involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments .The beauty of target marketing is that it makes the promotion, pricing and distribution of your products and/or services easier and more cost-effective. Target marketing is the selection of customers you wish to service. The decisions involved in it are

Which segments to target.

How many products to offer.

Which products to offer in which segments.

There are three steps to targeting:

Market segmentation

Target choice

Product positioning

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One of the first things you need to do is to refine your product or service so that you are NOT trying to be 'all things to all people‟.Next, you need to understand that people purchase products or services for three basic reasons:

To satisfy basic needs.

To solve problems.

To make themselves feel good.

The next step in creating an effective marketing strategy is to zero in on your target market

Target marketing is one of corporate America's most effective business strategies .The idea is to increase sales by first identifying, and then targeting smaller, yet more profitable customer groups within the total market.

Four Ways to Identify Target Markets

1. Geographic:

The location, size of the area, density, and climate zone of your customers.

2. Demographics:

The age, gender, income, family composition and size, occupation and education of your customers.

3. Psychographics:

The general personality, behavior, life-style, rate of use, repetition of need, benefits sought, and loyalty characteristics of your customers.

4. Behaviors:

The needs they seek to fulfill, the level of knowledge , information sources, attitude, use or response to a product of your customers .One of the best ways to identify your target market is to look at your existing customer base. Who are your ideal clients? What do they have in common? If you do not have an existing customer base, or if you are targeting a completely new audience, speculate on who they might be, based on their needs and the benefits they will receive. Investigate competitors or similar businesses in other markets to gain in sight.

TARGET MARKETING:

Who are your best customers? Where should you direct your marketing activities?

Where and how should you allocate your advertising and promotion effort

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Target marketing provides focus for your business. It helps to establish critical Operational goals and defines what must be done to achieve them.

What Customers Want:

Marketing is more than an activity, it is an attitude

Instead of trying to get customers to buy what the firm likes to make, or happens to have on hand, the marketing oriented firm tries to produce or sell.

What its customers want which can be sold at a profit.

Do not simply throw out everything that you now have and replace goods or production machinery with completely new items.

HOWEVER, AS YOU ANALYZE YOUR MARKET AND CUSTOMER PROFILES, AND SO GAIN AN UNDERSTANDING OF THEIR WANTS, DESIRES, AND PERCEIVED NEEDS, YOU CAN BEGIN TOREORIENT YOUR BUSINESS OVER TIME TO TAKE BESTADVANTAGE OF THESE NEW INSIGHTS. CONSIDER BOTH THESHORT TERM AND LONG-TERM IMPLICATIONS OFDEVELOPING AND IMPLEMENTING THE RIGHT TARGETMARKETING STRATEGY FOR YOUR BUSINESS.

Customer Attitudes:

For a long time, people have believed that advertising can be used to change people's minds about what they want. This is an incredibly difficult process at best, and an extremely expensive one. Because of these two factors, it is a process that smaller firms simply cannot afford to pursue. Instead, it is much more productive for any size firm to tune in to target customer attitudes as they currently exist. Once they have identified the actual prevailing attitudes, they can begin to organize company resources needed to constructively address and satisfy these attitudes the key question is,

"What are the existing customer attitudes?

With this as an objective, developing an understanding of existing customer attitudes becomes essential, and their identification becomes an important part of the marketing process. Once these customer attitudes, needs or preferences are identified, the entire firm can then organize itself to satisfy these needs as completely and efficiently as possible.

Target Marketing:

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ANALYSIS:

Porters Five Forces Model:

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Threat of New Entrants –

When the industry is profitable there is a threat of the entry of new entrants as they want to share the growth prospects so the existing firms either have to share the growing market pie or part with their own market share o the new entrants like the coming of new Tata Nano in the market which is an A segment car and is known for its low price and would give direct competition to Maruti-800 and would cause lesser sales volume and revenue and lower the returns. As the switching costs from the existing products to a new one is not high so this encourages the foreign companies like Renault and also Indian companies to bring in new models and enter the industry. Today the customer is not brand loyal and if there is product differentiation the promotion is so attractive that it supports the new entrants. Access to the distribution channels is not difficult as can be done by forming joint ventures like Mahindra -Renault.India offers a huge market for small, mid segment cars as the middle class is coming up in a big way and even for the prestige class as new and elite brands have come up and India is producing good number of entrepreneurs. Some of the ways of entering the industry is either directly or by acquisition, joint ventures, licensing, franchises, mergers.

Rivalry Amongst Competitors –

In any industry there are countermoves made by the companies to protect themselves. Firms are mutually dependent and the situations keep changing with the actions and reactions of the constituent firms.There is cut throat competition, which leads to under pricing or severely fought competitive battles on the basis of other factors such as delivery, advertising, after sales services. For example when Maruti came up with the ad of a kancha were the tourists are in the hills and there is no food there but there is a Maruti service station in the hilly region. Moreover the demand in India is so large that it encourages competition.

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Number of competitors in the automobileindustry in India are :

Audi Bentley BMW Chevrolet Daewoo Fiat Ford Hindustan motors Honda Hyundai ICML Lambhorgini Mahindra Mahindra-Renault Maini Maruti-Suzuki Maybach Mercedes Benz Mitsubishi Nissan Opel Porsche Premier Rolls-Royce San Skoda Tata Toyota Volkswagen Volvo

Bargaining Power of Buyers -

The bargaining power of buyers of firms in an industry constitutes the ability of buyers, individually or collectively to force a reduction in the prices of products and services, demand a higher quality or better services or to seek more value for their purchases in any way . If the purchasing power of buyers is low then it enables a firm to pass on cost increases to buyers or to make the buyers accept a low quality of product/ service at a higher price.As in the automobile industry the switching costs of buyers is low the bargaining power of buyers is more and they are sensitive to price increases. A car constitutes a higher percentage of a buyer’s cost so an increase in the price would make the buyer go to any other brand.

Bargaining power of suppliers-

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Bargaining power of suppliers constitutes their ability, individually or collectively, to force an increase in the price of the products or services or make the buyers accept a lower quality of product or level of service a higher supplier bargaining power constitutes a negative feature for existing firms or new entrants of an industry. A low supplier bargaining power enables a firm to negotiate price increases in its favor or to make the suppliers offer higher quality of inputs at a lower price. Suppliers have the ability to integrate forward and backward. But the product is expensive so cannot ignore the customer and has to provide better product like in India now even the B segment cars have advanced technology features likeairbags, anti braking systems ,etc . Bargaining power in this industry in not very high for the suppliers as there in intense competition and substitutes are easily available. Switching costs are low so more discounts are available and also the prices are reduced to fight competition . The raw material is expensive like steel due to the demand still companies are trying to reduce the cost of production.

Threat of Substitute Products -

Substitute products or services are those which are apparently different but satisfy the same needs of customers. For example when the demand for swift diesel was high and the supply was less then the customers who could not wait switched to Tata as it makes diesel cars. These days segment B cars are promoted in a way as segment C cars are done so that they can attract the customer and give him a feeling of belonging to the esteem segment.

Survey results:

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1. Knowledgeable sales persons

Knowledgeable sales persons No. of respondents %

Strongly disagree 0 0Disagree 0 0Neither disagree nor agree 0 0Agree 86 86Strongly agree 14 14

Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

90

0 0 0

86

14

0 0 0

86

14

No. of respondents%

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

that the sales persons are knowledgeable.

2. Employees spent enough time with customers before sale:

Employees spent enough No. of respondents %

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time with customers before sale Strongly disagree 0 0Disagree 0 0Neither disagree nor agree 0 0Agree 64 64Strongly agree 36 36

Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

No. of respondents%

Interpretation:

64% people agreed that the sales persons spent enough time with them before the sales and 36% strongly agreed with this.

3. Employees spent enough time with customers during sales :

Employee spent enough time during sale

No. of respondents %

Strongly disagree 0 0Disagree 4 4Neither disagree nor agree 0 0Agree 62 62Strongly agree 34 34

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

04

0

62

34

04

0

62

34

No. of respondents%

Interpretation:

62% agreed that sales persons spent enough time with them during the sales, while 34% strongly agreed that the salespersons spent enough time with them during sales and only 4% disagreed with this.

4. Employees spent enough time with customers after sales :

Employee spent enough time after sale

No. of respondents %

Strongly disagree 0 0Disagree 22 22Neither disagree nor agree 0 0Agree 54 54Strongly agree 26 26

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

0

22

0

54

26

0

22

0

54

26No. of respondents%

Interpretation:

60% agreed that the sales persons spent enough time with them after sales, 26% strongly agreed with this and 14% disagreed that the salesPersons spent enough time with them after sales.

5. Display of merchandise

Display of merchandise No. of respondents %

Strongly disagree 0 0Disagree 0 0Neither disagree nor agree 0 0Agree 94 94Strongly agree 6 6

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

90

100

0 0 0

94

60 0 0

94

6

No. of respondents%

Interpretation:

94% agreed that the display of merchandize was attractive and 6% strongly agreed that the display of merchandize was attractive.

6. Availability of products:

availability of products No. of respondents %

Strongly disagree 0 0Disagree 4 4Neither disagree nor agree 0 0Agree 91 91Strongly agree 5 5

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

90

100

04

0

91

50

40

91

5

No. of respondents%

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.

7. Variety/Selection merchandise

Variety/Selection merchandise No. of respondents %

Strongly disagree 0 0Disagree 4 4Neither disagree nor agree 0 0Agree 91 91Strongly agree 5 5

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

90

100

04

0

91

50

40

91

5

No. of respondents%

Interpretation:

87% agreed that there was variety/selection of merchandize whereas 7% strongly agreed that enough variety was there and 6% disagreed with this.

8. Vehicle in good condition:

Vehicle in good condition No. of respondents %

Strongly disagree 0 0Disagree 4 4Neither disagree nor agree 0 0Agree 91 91Strongly agree 5 5

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

90

100

No. of respondents%

Interpretation:

82% agreed that the vehicle was in good condition when delivered ,16% strongly agreed with this whereas only 2% disagreed with this.

9. Prices are affordable

Are the prices affordable No. of respondents %

Strongly disagree 0 0Disagree 12 12Neither disagree nor agree 15 15Agree 21 21Strongly agree 52 52

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

90

100

04

0

91

50

40

91

5

No. of respondents%

Interpretation:

52% strongly agreed that the prices are affordable , 21% agreed that the prices are affordable whereas only 15% said that they neither disagreed nor agreed with this.

10. Attractive discounts offered

Attractive discounts No. of respondents %

Strongly disagree 0 0Disagree 26 26Neither disagree nor agree 0 0Agree 47 47Strongly agree 27 27

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

5

10

15

20

25

30

35

40

45

50

No. of respondents%

Interpretation:

47% agreed that the discounts offered are attractive , 27% strongly agree with this while 26% disagreed and said that the discounts offered were not attractive.

11. Décor of the waiting area is pleasing:

Décor of the waiting area No. of respondents %

Strongly disagree 0 0Disagree 0 0Neither disagree nor agree 0 0Agree 80 80Strongly agree 20 20

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

0 0 0

80

20

0 0 0

80

20

No. of respondents%

Interpretation:

80%agreed that the décor of the waiting area was pleasing while 20% strongly agreed that the décor of the waiting area was pleasing.

12. Offered a test drive

Offered a test drive No. of respondents %

Strongly disagree 0 0Disagree 20 20Neither disagree nor agree 0 0Agree 74 74Strongly agree 6 6

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

No. of respondents%

Interpretation:

74%agreed that the test drive was offered to them, 6% strongly agreed that the test drive was offered while 20% disagreed with this.

13. Post sales follow up done regularly:

Post sale follow up No. of respondents %

Strongly disagree 0 0Disagree 15 15Neither disagree nor agree 0 0Agree 59 59Strongly agree 26 26

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

0

15

0

59

26

0

15

0

59

26No. of respondents%

Interpretation:

59%agreed that the post sales follow ups are done regularly , 26% strongly agreed and 15%disagreed with this.

14. Responds to complaints quickly:

Respond to complaints No. of respondents %

Strongly disagree 0 0Disagree 9 9Neither disagree nor agree 12 12Agree 61 61Strongly agree 18 18

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

0

912

61

18

0

912

61

18

No. of respondents%

Interpretation:

61% agreed that the response to complaints is quick,18% strongly agree, 12% neither agreed nor disagreed and 6% disagreed with this.

15. Service at Maruti service station is excellent:

Service at service station is excellent

No. of respondents %

Strongly disagree 0 0Disagree 4 4Neither disagree nor agree 0 0Agree 82 82Strongly agree 14 14

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

90

04

0

82

14

04

0

82

14

No. of respondents%

Interpretation:

82% said that the service at maruti service station is excellent, 14% Strongly agreed while only 4% disagreed with this.

16. Careful with personal information:

Careful with personal information No. of respondents %

Strongly disagree 0 0Disagree 0 0Neither disagree nor agree 8 8Agree 85 85Strongly agree 7 7

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

90

0 0

8

85

70 0

8

85

7

No. of respondents%

Interpretation:

85% agreed that yes they were careful with personal information, strongly agreed with this and 8% neither agreed nor disagreed.

17. All the commitments are fulfilled:

All commitments are fulfilled No. of respondents %

Strongly disagree 0 0Disagree 7 7Neither disagree nor agree 0 0Agree 6 6Strongly agree 87 87

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

90

07

06

87

07

06

87

No. of respondents%

Interpretation:

87% strongly agreed that all the commitments were fulfilled and 6% agreed with this.

18. Value for money:

Value for money No. of respondents %

Strongly disagree 0 0Disagree 0 0Neither disagree nor agree 0 0Agree 2 2Strongly agree 98 98

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Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

10

20

30

40

50

60

70

80

90

100

0 0 0 2

98

0 0 0 2

98

No. of respondents%

Interpretation:

98% strongly agreed that maruti provides value for money while 2% agreed with this.

19. Are you aware of the following facilities provided by Maruti?

Maruti Insurance:

Maruti insurance No. of respondents %Yes. 98 98No. 2 2

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No. of respondents %0

10

20

30

40

50

60

70

80

90

100

98 98

2 2

Yes.No.

Interpretation:

98% said yes that they are aware about maruti insurance while only 2% said that they were not aware.

Extended Warranty:

Extended warranty No. of respondents %Yes. 97 97No. 3 3

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No. of respondents %0

10

20

30

40

50

60

70

80

90

10097 97

3 3

Yes.No.

Interpretation:

97% said yes that they are aware about Maruti extended warranty while only 3% said that they were not aware.

Maruti Finance

Maruti finance No. of respondents %Yes. 75 75No. 25 25

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No. of respondents %0

10

20

30

40

50

60

70

8075 75

25 25

Yes.No.

Interpretation:

75% said yes that they are aware about Maruti Finance while only 25% said that they were not aware.

True Value:

True value No. of respondents %Yes. 98 98No. 2 2

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No. of respondents %0

10

20

30

40

50

60

70

80

90

100

98 98

2 2

Yes.No.

Interpretation:

98% said yes that they are aware about Maruti True Value while only 2% said that they were not aware.

Autocard:

Autocard No. of respondents %Yes. 84 84No. 16 16

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No. of respondents %0

10

20

30

40

50

60

70

80

9084 84

16 16

Yes.No.

Interpretation:

84% said yes that they are aware about Maruti Autocard while only 16% said that they were not aware.

Genuine Accessories:

Genuine accessories No. of respondents %Yes. 85 85No. 15 15

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No. of respondents %0

10

20

30

40

50

60

70

80

9085 85

15 15

Yes.No.

Interpretation:

85% said yes that they are aware about Maruti genuine accessories while only 15% said that they were not aware.

20. Overall opinion about Maruti:

Choice No. of respondents %

Very bad 0 0Bad 0 0Neither good nor bad 0 0Good 96 96Very good 4 4

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Very bad Bad Neither good nor

bad

Good Very good0

10

20

30

40

50

60

70

80

90

100

0 0 0

96

40 0 0

96

4

No. of respondents%

Interpretation:

96% said that there overall opinion about maruti was that it is very good while 4% said that it is good.

CONCLUSION

On an average more than 73% people feel that the prices are affordable whereas 12% do not agree, 74% believe that attractive discounts are offered whereas 26% are not satisfied with the discounts offered.20% said that the test drives are not offered and 15% said that post sales follow ups are not done regularly whereas 85% said that they were done regularly but people feel that it is the people’s car as it is satisfactory on all other parameters:Knowledgeable sales persons ,employees spent enough time before and during sales, display of merchandise is attractive, availability of product, variety of merchandize, vehicle in good condition, prices are affordable, attractive discounts are offered, décor of the waiting area is pleasing, responds to complaints quickly, service at maruti service station is excellent, careful with personal information and is value for money .

The overall opinion about maruti is very good.

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ORGNISATION CHART:

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2010 TCS MODEL RANKINGS

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AWARDS

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Awards won by Maruti SuzukiMaruti won „Customer satisfaction‟ award 11 times in a row from 2000 to 2011.

Questionnaire

NAME :

AGE :

GENDER :

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EDUCATIONAL QUALIFICATION :

OCCUPATION :

NO.OF CARS OWNED :

Being an esteem customer of Maruti Udyog Limited you are requested to take out a few minutes and fill the following questionnaire:

1. Knowledgeable sales persons:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree2. Employees spent enough time with customers before sale:

a. Strongly disagree b. disagree c. neither agree nor disagree d. agree e. Strongly agree3. Employees spent enough time with customers during sales:

a. Strongly disagree b. disagree c. neither agree nor disagree d. agree e. Strongly agree

4. Employees spent enough time with customers after sales:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

5. Display of merchandise:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

6. Availability of products:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

7. Variety/Selection merchandisea. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

8. Vehicle in good condition:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

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9. Prices are affordable:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

10. Attractive discounts offered:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree.

11. Décor of the waiting area is pleasing:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

12. Offered a test drive:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

13. Post sales follow up done regularly:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

14. Responds to complaints quickly:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

15. Service at Maruti service station is excellent:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

16. Careful with personal informationa. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

17. All the commitments are fulfilled:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

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18. Value for money:a. Strongly disagree b. disagree

c. neither agree nor disagree d. agree e. Strongly agree

19. Are you aware of the following facilities provided my Marutia. Yesb. No

(A) Extended Warrantya. Yesb. No

(B) Maruti Financea. Yesb. No

(C) True valuea. Yesb. No

(D) Autocard:a. Yes b. No

(E) Genuine Accessories:a. Yesb. No

20. Overall opinion about Maruti:a. very bad b. bad c. neither good nor bad d. good e. very good.

DATE:

SIGNATURE:

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SUGGESTIONS:

Customer Satisfaction Survey of Maruti Udyog Ltd:

More test drives should be offered.

Should be more particular about Post Sales Follow Up as it.

Shows the concern of the company with the customer.

Should put in more efforts to promote Maruti Finance.

Autocard and Accessories.

Bibliography:

1. www.marutiudyog.com

2. Automobile Magazines

3. Marketing Management by Philip Kotler