Suzuki Project New

“A SURVEY ON CUSTOMER SATISFACTION OF SUZUKI ACCESS 125CC”

A Project report submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration to IIPM, Bhopal

By

SHRADHA JANBANDHU

STUDENT DECLARATION

I hereby declare that the project report entitled “A SURVEY ON

CUSTOMER SATISFACTION OF SUZUKI ACCESS 125 CC”

submitted in partial fulfillment of the requirements for the

degree of Masters of Business Administration to IIPM, Bhopal is

my original work and not submitted for the award of any other

degree, diploma, fellowship, or any other similar title or prizes.

Place:

Date:

_________________________

SHRADHA JANBANDHU

EXAMINER’S CERTIFICATE

The project report of SHRADHA JANBANDHU entitled “A

SUREVY ON CUSTOMER SATISFACTION OF SUZUKI ACCESS

125 CC” is approved and is acceptable in quality and form.

____________________ ____________________

Internal Examiner External

Examiners

UNIVERSITY STUDY CENTRE CERTIFICATE

This is to certify that the project report entitled “A SUREVY ON

CUSTOMER SATISFACTION OF SUZUKI ACCESS 125 CC”

submitted in partial fulfillment of the requirements for the degree

of Masters of Business Administration to IIPM. SHRADHA

JANBANDHU has worked under my supervision and guidance and

that no part of this report has been submitted for the award of any

other degree, diploma, fellowship, or any other similar title or

prizes and that work has not been published in any journal or

Magazine.

Certi

fied

_______________

_____

(DEAN)

PREFACE

In today’s competitive world the practical study forms an

important part in each and every professional course. The

MBA is a course in which the theoretical knowledge is

backed by the practical study. That study is in the form of

project. The Grand Project is one of the important parts of

the curriculum. And each and every student has to work

for the project.

The Grand project enables the students to know more

about the application of theoretical knowledge. The

current situation of the market is made known to the

students when they undertake the project. The project

gives better insides into the application part of the theory.

The companies in an industry and their operations can be

better known by the students when they analyze the data.

This project is on the survey on customer satisfaction

level of AYS Motors, Services of Suzuki dealer. We have

analyzed the industry very deeply and carefully project.

ACKNOWLEDGEMENT

This is really a matter of pleasure for us to prepare a

project report as it was included in our course by the

IIPM. It gave us the opportunity to learn things practically

what we learnt enterprise and their impact on the working

of the company .

I express my sincere gratitude to my faculty guide Dr. Gaurav

Raj Bhagat of my institute and company guide Mr. Raj Kumar

Sachdeva , AYS Motors for his able guidance, continuous

support and cooperation throughout my project, without which the

present work would not have been possible. He continuously

guided me till the last word of this project report and provided an

excellent guidance to me. He made numerous valuable

suggestions and corrections, which greatly improved the quality of

work. The practical and theoretical knowledge that we have

gained from them will help us in enhancing our career and

managing things in the better way.

I am immensely thankful to entire staff of college for their help

and support they extended to me during the project.

ENGINE SPECIFICATIONS...............................................................................................................................................49

DIMENSIONS.......................................................................................................................................................................... 50

OTHER SPECIFICATIONS................................................................................................................................................ 49

ACTIVE AND PASSIVE SAFETY.....................................................................................................................................49

COMFORT AND CONVENIENCE....................................................................................................................................50

VEHICLE SUMMARY...........................................................................................................................................................53

ENGINE SPECIFICATIONS...............................................................................................................................................53

DIMENSIONS.......................................................................................................................................................................... 53

OTHER SPECIFICATIONS................................................................................................................................................ 53

ACTIVE AND PASSIVE SAFETY.....................................................................................................................................53

COMFORT AND CONVENIENCE....................................................................................................................................53

OTHER SPECIFICATIONS................................................................................................................................................ 56

VEHICLE SUMMARY...........................................................................................................................................................56

COMFORT AND CONVENIENCE....................................................................................................................................56

ENGINE SPECIFICATIONS...............................................................................................................................................57

DIMENSIONS.......................................................................................................................................................................... 57

ACTIVE AND PASSIVE SAFETY.....................................................................................................................................58

EXECUTIVE SUMMARY

Satisfaction is a person’s feeling of pleasure or disappointment

resulting from a comparing perceived performance in relation to

his or her expectation. If the performance falls short of

expectation, the consumer is dissatisfied. If the performance

matches the expectations, he consumer is satisfied. If the

performance exceeds expectation, the customer is highly satisfied

or delighted.

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 AYS Motors. This

research was conducted in the Bhopal city. This research was

done during the months of April and May. Hence the data

displayed has been collected during the before mentioned period.

To meet the research objectives, following activities have been performed.

An extensive search of relevant literature from news articles,

internet, books. This step guided the development of the

methods and instruments for collecting data.

Designing the questionnaire.

Survey has been carried away by, one-on-one interviews. The

Survey Includes open ended questions, dichotomous

questions, and multiple choice questions.

To know the image of product in the mind of consumer.

To compare the level of satisfaction before purchasing and

after purchasing the Scooter.

To find out where people want to see the promotion

schemes

To find out suitable location preferred by consumer

To know the most popular media for advertisement

To check the loyalty of the consumer towards the Suzuki

brand

To know the most motivating factor for purchasing the bike

To know the preferable price from the customer

During this research it was found that Suzuki’s launched

Access 125 has increased its market share by attracting new

customers and helped to retain its old customers.

SMPIL company that is known for combining technology, quality

and performance in their two wheeler, had taken an initiative to

introduce some of their performance driven two wheeler in India

this year. Suzuki has reported a growth of 47.66% in sales in the

month of December ‘09 at 14806 units compared to 9986 units

same month last year. This increase of sales is attributed to the

tremendous response from the new product GS150R and ACCESS

125.

Suzuki would have to constantly innovate and come up with new

products to maintain its dominance in the segment.

INDIAN TWO WHEELER HISTORY

India is the second largest manufacturer and producer of two-

wheelers in the world. It stands next only to Japan and China in

terms of the number of two-wheelers produced and domestic sales

respectively. The Indian two-wheeler industry made a small

beginning in the early 50s when Automobile Products of India

(API) started manufacturing scooters in the country. Until 1958,

API and Enfield were the sole producers.

In 1948, Bajaj Auto began trading in imported Vespa scooters and

three-wheelers. Finally, in 1960, it set up a shop to manufacture

them in technical collaboration with Piaggio of Italy. The

agreement expired in 1971. In the initial stages, API dominated

the scooter segment; Bajaj Auto later overtook it. Although various

government and private enterprises entered the fray for scooters,

the only new player that has lasted till today is LML.

Under the regulated regime, foreign companies were not allowed

to operate in India. It was a complete seller market with the

waiting period for getting a scooter from Bajaj Auto being as high

as 12 years. The motorcycles segment was no different, with only

three manufacturers viz Enfield, Ideal Jawa and Escorts. While

Enfield bullet was a four-stroke bike, Jawa and the Rajdoot were

two-stroke bikes. Enfield 350cc bikes and Escorts 175cc bike

initially dominated the motorcycle segment.

The two-wheeler market was opened to foreign competition in the

mid-80s. And then market leaders - Escorts and Enfield - were

caught unaware by the onslaught of the 100cc bikes of the four

Indo-Japanese joint ventures. With the availability of fuel-efficient

low power bikes, demand swelled, resulting in Hero Honda - then

the only producer of four stroke bikes (100cc category), gaining a

top slot.

The first Japanese motorcycles were introduced in the early

eighties. TVS Suzuki and Hero Honda brought in the first two-

stroke and four-stroke engine motorcycles respectively. These

two players initially started with assembly of CKD kits, and later on

progressed to indigenous manufacturing. In the 90s the major

growth for motorcycle segment was brought in by Japanese

motorcycles, which grew at a rate of nearly 25% CAGR in the last

five years. The industry had a smooth ride in the 50s, 60s and

70s when the Government prohibited new entries and strictly

controlled capacity expansion. The industry saw a sudden growth

in the 80s.

It was in the year 1954 that the Indian government ordered for

total number of 800 motorcycles to man the Pakistani borders. In

came the Bullets which were initially launched in England as a

350cc bike and it was upgraded to 500cc a year or so later. These

bikes have remained unaltered, barring some cosmetic changes

which have undergone over the years. Thus one can say without

much of a doubt that the 1955 Bullet was one of the initial hits of

the Indian two-wheeler industry and till today it continues to be a

darling of the motorcycle enthusiasts.

Enfield Bullet had a close competition with another sturdy bike

named Rajdoot; as the bike was strong enough to handle the

rough Indian roads. The company had roped in Indian Heman

Dharmendra for the promotion of the bike. With more than 1.6

million vehicles on the road the Rajdoot motorcycle was one of the

initial hits of the earlier years of two-wheeler history in the

country.

When heavy motorcycles were the order of the day, a relatively

lighter bike had caught on the imagination of the Indian two

wheeler user. Ind- Suzuki bike launched by the then TVS Suzuki

group was an instant hit; however the bike could not sustain it's

initial success due to the high import content in the vehicle and

less of localization.

In scooters Bajaj Chetak has been hugely responsible for adding

momentum to the transport system of the country, till today it

remains one of the most successful brands to have come out of

the Bajaj stable. The scooter is named after the horse of legendary

Rana Pratap Singh. These sets of two wheels have become a part

of the Indian milieu and are often considered a representative of

the Indian middle class aspiration. Very few two-wheelers have

been able to emulate the success, which Bajaj Chetak has

achieved over the years.

Similarly LML Motors enjoyed a reasonable success with the launch

of LML Select which came with new age technology and improved

performance.

The industry witnessed a steady growth of 14% leading to a peak

volume of 1.9mn vehicles in 1990. The entry of Kinetic Honda in

mid-eighties with

In 1990, the entire automobile industry saw a drastic fall in

demand. This resulted in a decline of 15% in 1991 and 8% in

1992, resulting in a production loss of 0.4mn vehicles. Barring

Hero Honda, all the major producers suffered from recession in

FY93 and FY94. Hero Honda showed a marginal decline in 1992.

The reasons for recession in the sector were the incessant rise in

fuel prices, high input costs and reduced purchasing power due to

significant rise in general price level and credit crunch in

consumer financing. Factors like increased production in 1992,

due to new entrants coupled with the recession in the industry

resulted in company either reporting losses or a fall in profits.

India is one of the very few countries manufacturing three-

wheelers in the world. It is the world's largest manufacturer and

seller of three-wheelers. Bajaj Auto commands a monopoly in

the domestic market with a market share of above 80%, the rest is

shared by Bajaj Tempo, Greaves Ltd and Scooters India. a

variometric scooter helped in providing ease of use to the scooter

owners.

SEGMENTATION OF TWO WHEELER:

A Two Wheeler Sector Sub-Segmenting in the three Segments

Motorcycle

Scooter

Mopeds

TREND IN 2W VOLUMES BY CATEGORY:

TREND IN 2W SALES VOLUMES, DOMESTIC AND EXPORTS:

Domestic Market Share for 2009-10

Passenger Vehicles 15.86

Commercial Vehicles 4.32

Three Wheelers 3.58

Two Wheelers 76.23

GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN TWO WHEELER INDUSTRY:

The growth witnessed by the Indian two wheeler industry indicates

the growing demand for low cost personal transportation solutions

amongst the 300 million Indian middle class consumers. Despite

this spectacular growth rate, the two-wheeler penetration (number

of two wheelers per 1000 inhabitants) in India remains lower than

other Asian countries. This fact provides an opportunity for

continued growth in the market. India has the lowest Penetration

of two wheelers as compared to countries like Taiwan, Thailand,

Malaysia, Vietnam, Indonesia and China. In the present scenario,

growth in the two wheelers Industry will be driven by several

factors

Rise in India’s Young Working Population:

With the rising levels of per capita income of people, the Indian

two wheeler market offers a huge potential for Growth. This

growth is relevant in the light of the fact that 70 per cent of India’s

population is below the age of 35 Years and 150 million people will

be added to the working Population in the next five years. The

number of women in the urban work force is also increasing; this

will lead to the Growth of gearless scooters.

RISE OF INDIA’S RURAL ECONOMY AND GROWTH IN MIDDLE INCOME HOUSEHOLDS:

The growth prospects of the Indian rural economy offer a

significant opportunity for the motorcycle industry in India. The

penetration of motorcycles amongst rural households with income

levels greater than US$ 2,200 per annum has already increased to

over 50 per cent. The current target Segment for two wheelers,

i.e., households belonging to the Income category of US$ 2,200–

12,000 is expected to grow at a CAGR of 10 per cent.

GREATER AFFORDABILITY OF VEHICLES:

The growth in two-wheeler sales in India has been driven by an

increase in affordability of these vehicles. An analysis of the price

trends indicates that prices have more or less stagnated in the

past. This has been part of the marketing strategy adopted by the

manufacturers to gain volume, as well as conscious efforts

adopted to bring down costs. The operating expenses of leading

manufacturers have declined by around 15 per cent in the last five

years. With greater avenues of financing, the customer’s capacity

to own a two wheeler has improved.

Rapid Product Introduction and Shorter Product Life Cycle:

The last five years have witnessed a sharp increase in new product

launches in the two-wheeler industry. It is estimated that close to

50 new products have been launched by manufacturers during

this period, filling up all price points and targeted at various

consumer segments.

Inadequate Public Transport Systems in most Urban Areas:

The economic boom witnessed in the country and the increased

migration to urban areas have increased the traffic congestion in

Indian cities and worsened the existing infrastructure bottlenecks.

Inadequate urban planning has meant that transport systems have

not kept pace with the economic boom and the growing urban

population. This has increased the dependence on personal modes

of transport and the two wheelers market has benefited from this

infrastructure gap.

FACTORS AFFECTING THE MARKET :

Post 1991, the Indian two-wheeler industry comprising of

motorcycles, scooters and scooterettes opened up tremendously.

The Indian motorcycle industry has expanded at a 24% CAGR over

the last five years, It Captured almost 80% of the market primarily

at the cost of the scooter and Moped segment. The scooter

segment though has witnessed a revival with the launch of

scooterettes aimed at young women and adolescents.

The two-wheeler market can be segmented into three categories

on the basis of price – Entry segment (<35000), Executive

segment (between 35000 and 45000) Deluxe (between 45000 and

65000) and Premium segment (above 65000). Motorcycles are

now sold as a passion, experience rather than a product. New

products are being introduced at a rapid pace and brands are

gaining prominence. Thus there is an increased focus on the

premium segment, which has an increased scope for

differentiation.

With the introduction of Government policies such as reduction in

excise duty from 16% to 12% and allowing for 100% FDI Barriers

to entry has reduced. However, the investment required for

setting up large distribution channels and service stations can be a

major entry barrier. Another significant entry barrier is the brand

building required. Thus, initially foreign players set up Joint

Ventures with indigenous companies. After establishing their

brand they have launched their own line of products. E.g. Honda

with Hero Group and Yamaha with Escorts.

Rising Customer Expectations:

The growth witnessed by the Indian two wheeler industry has

attracted a number of new entrants to the market and it is

expected that the Indian industry will become more competitive in

the future. The excess of products introduced in the past has also

raised customer expectations with respect to reliability, styling,

performance and economy. Inflation is a big factor that may play a

part in moving the loyalties and aspirations of people away from

the four to the much cheaper and economical two-wheeler

segment. Moreover, the constantly increasing prices of oil and

increasing interest rates on finance are not helping the cause

either. Environmental Concerns are also quite big on the agenda

these days and do play a part in the preference of consumer’s

choices. The rising global temperatures along with daily snippets

in the national and international media about the thinning of

ozone and imminent environmental disaster have all contributed

to the making of a present day environmentally conscious

consumer.

Environmental and Safety Concerns:

The increasing demand for two wheelers will need to be managed

to address issues relating to overcrowding of roads. Another

problem is the insufficient infrastructure for inspection to ensure

adherence to emission norms. As the industry grows, it is

important to regulate the sale of used two wheelers in a more

organized manner for which a mechanism needs to be evolved.

Unregulated sale of two wheelers, especially in the rural areas, are

likely to create issues related to emissions and safety of vehicles.

SUZUKI MOTORCYCLES INDIA HISTORY

Suzuki Motorcycle India Pvt., Ltd. engages in manufacturing two

wheelers. The company’s products include motorcycles and

scooters. It offers its products through a network of dealers. The

company was incorporated in 1997 and is based in Gurgaon, India.

Suzuki Motorcycle India Pvt., Ltd. operates as the subsidiary of

Suzuki Motor Corp.

Suzuki Motor Corporation (SMC), a global giant of motorcycle

manufacturing is headquartered in Japan. It holds major stake in

its Indian subsidiary, Suzuki Motorcycle India Private Limited

(SMIL). SMIL was set up after Suzuki's re-entry into the Indian two-

wheeler market after it severed ties with partner TVS in 2000-01.

Suzuki was then the technology provider in the erstwhile joint

venture company TVS Suzuki.

Suzuki Motorcycle India Pvt Ltd (SMIPL) is the latest entry into the

already crowded Indian two-wheeler segment with players like

Hero Honda, Bajaj Auto, Honda, and TVS. SMIPL have started their

Indian operations with a 125-cc mass-market motorcycle. It has

made an initial investment of Rs. 200 crores to start their Indian

operations.

Company sources have revealed that Suzuki would follow up this

125cc bike with a high performance 150-cc sibling sometime next

year. And for the budget segment, another 100cc bike is expected

in the first quarter of 2006. Mass market is the initial aim with

plans to enter all the segments rapidly. They have their facilities

located in Gurgaon.

Suzuki had launched bike by diwali, which is the auspicious time

for buying a new vehicle in Indian families. Their setup in Gurgaon

has the capabilities of manufacturing one lakh motorcycles and

they are ready to step that up massively if the situation arises.

They already have setup 40 dealerships around the country and

are going to establish 4,000-5,000 sq.ft showroom and service

stations to provide services to the customers.

The parent company happens to be one of the largest

manufacturers of two wheelers in the world with more than 20

lakh bikes sold per annum. They are popular for their range of high

performance road machines, lightweight super bikes, dirt bikes,

street bikes, and motocross and fun bikes globally.

COMPANY PROFILE

Plant area and production capacity:

They have installed their manufacturing plant in Gurgaon

(Haryana) having the annual capacity of 2,50,000 units.

Total land area of the facility at Gurgaon is 37 acres out of

which the present plant is constructed in an area of 6.5 acres of

land. The remaining area of 30.5 acres is left for land

development and future expansion.

Chairman:

Mr. Katsumi Takata

Personnel over the years

490

Main Products

Motorcycles and scooters

MISSION OF SUZUKI

The core philosophy of SUZUKI is to provide “VALUE-PACKED

PRODUCTS”. Since the founding of SUZUKI Motor Corporation, the

Organization’s Endeavour has always been to provide “VALUE-

PACKED PRODUCTS” as one of the manufacturing philosophies.

SUZUKI believes that “VALUE-PACKED PRODUCTS” come from the

effort to carry out Product development from customer’s point of

view. This policy has been in effect since Company’s inception and

has helped the Organization to meet customer’s needs. As a

result, Suzuki’s Products have become well received throughout

the World.

SUZUKI is fully committed to create Products that meet customer’s

demand by utilizing its dynamic, long-nurtured technological

advantage coupled with its fresh and active human resources.

Develop products of superior value by focusing on the

customers

Establish a refreshing and innovative company through

teamwork

Strive for individual excellence through continuous

improvement

GROWTH REPORT:

It has reported a growth of 47.66% in sales in the month of

November ‘09 at 14745 units compared to 9986 units same

month last year.

It has sold 14806 units in December ’09 listing a strong growth

of 61% over its sales in December ’08 despite recession. This

increase of sales is attributed to the tremendous response from

the new product GS150R and ACCESS 125.

It has reported 93% growth in sales during the month of January

2010. It has sold 20441 units in January ‘10 listing a strong

growth of 93% over its sales in January ‘09.

IT HAS SOLD 21752 UNITS IN MARCH ‘10 LISTING AN

IMPRESSIVE GROWTH OF 76% OVER ITS SALES IN MARCH ‘09.

THIS INCREASE OF SALES IS ATTRIBUTED TO THE TREMENDOUS

RESPONSE FROM THE NEW PRODUCT GS150R AND ACCESS 125.

It has great plans for the coming year and this is only the

beginning. Their objective is to offer quality products and

customer satisfaction to consumers. This growth momentum will

further accelerate in coming months.

SMPIL

GROWTH REPORT IN ‘09-‘10

OEMs 2008-09 2009-10 GROWT

H

BAL 9,692 3,759 -61.22%

HHML 1,53,193 2,08,440 36.06%

HMSI 6,54,319 7,39,947 13.09%

KINETIC 5,522 - -

100.00%

M&M 2W - 70,008 0.00%

SMIL 85,782 1,40,983 64.35%

TVS 2,39,469 2,99,370 25.01%

TOTLE 11,48,0

07

14,62,5

07

27.40%

FACILITIES

1 ) ENVIRONMENT:

Company thrives to discover and invent mechanisms for better

environment management systems and it’s a continuous process

which is managed by a separate wing of experts and specialist in

the field. The biggest testimony of Suzuki’s commitments towards

“environment first” is seen at Gurgaon which is built to be a Zero

discharge plant. SMIPL have embraced Natural light optimization

system and water harvesting systems besides several other

measures to create better and cleaner environment around us. All

packaging material used by Suzuki is re-cycleable. A constant flow

of internal communication on environment related issues not only

creates awareness amongst employees but also helps in

inculcating ‘an environment friendly’ value system.

2) SHOP FLOOR SAFETY MEASURES:

Bal HHML HMSI KINETICM&M 2W

SMIL TVS

-100.00%

-80.00%

-60.00%

-40.00%

-20.00%

0.00%

20.00%

40.00%

60.00%

80.00%

-61.22%

36.06%

13.09%

-100%

0%

64.35%

25.01%

Growth

Growth

SMIPL have safety guards/safety curtains to ensure Operator

safety on machines. Company has also installed robots throughout

the facilities to reduce the ergonomic stress on workers. There are

gas detection systems installed to eliminate any gas related

accident and fire detection system for immediate information

about any fire related incident.

SMIPL have fire fighting system (manual & automatic) for

immediate handling of any fire related accident. They have a fire

tender (capacity 4500 liters water and 500 liters capacity foam.

Company try to maintain zero accident record through regular

safety audit, frequent training for staff, line associates and

contractors. They organize different safety programs and

competitions to encourage employee awareness and involvement.

3) ENVIRONMENTAL UTILITY:

To take care of the health of all our employees, they maintain all

international parameters and standards for drinking water, treated

water, ambient air shop floor, office and the outside. They keep

updating all these standards of health and welfare of employees

through a team of well qualified personnel in the R & D laboratory.

4) QUALITY CONTROL :

It has four main sections as follows:

Tested by SMC Japan with their international quality

standards

Final (Vehicle) Inspection

Market Quality

5) PARTS INSPECTION:

The non conformities in the parts being procured may lead to

production loss & degradation of the quality of the final

output and life of the product. To ensure the product, the

dimensional, material, aesthetic & performance inspection for

the special processes are carried out on the individual parts

before they are declared fit for the assembly

For carrying out the inspection activities effectively, we have

the latest & sophisticated machines installed in the

inspection area

6) FINAL (VEHICLE) INSPECTION:

Safety related parameters such as braking; clutch operation

and other functional defects of the vehicle

Emission related parameters for checking the conformance of

the exhaust gases with the emission rules

Functional & aesthetic parameters are also checked

7) MARKET QUALITY:

To act upon the customer’s feedback received from the

service department for the up gradation of the product

To resolve the quality issues being received from the market

by visiting the suppliers & taking the corrective & preventive

measures for the same

Monitoring for the effectiveness of the measures taken for

the particular problems through the cut off engine/ frame

numbers.

8) WORK CULTURE:

They believe that future growth and prosperity of every

employee depends on the company’s growth and

prosperity

Organizational and individual discipline

Continual improvement in quality and productivity

Cost consciousness

Customer satisfaction ( both internal and external )

Long term goals

Respect for laws, human beings and society

9) EMPLOYEE DEVELOPMENT:

Company's growth is based on enhancement of technical and

behavioral skills of the employees. They continually identify the

performance gaps and new skills required keeping into the

company's growth in focus. They believe that Employees are the

most important assets of an organization. For enhancement of

technical and behavioral skills of the employees they organize

regular training programmers. Teams from Japan often come to

the organization to impart training. Their focus is to create a

healthy Environment where individual employee can achieve

maximum satisfaction.

PRODUCTS OF SUZUKI MOTORCYCLES

Suzuki launched the Access

125cc in the month of September 2007. In those days, Access 125

was the third product from Suzuki’s stable in India. Prior to this,

Heat and Zeus motorcycles were ruling the Suzuki showrooms PAN

India.

Suzuki Access 125 is the third product from the Suzuki stable in

India after Heat and Zeus motorcycles. 125cc Access is powered

by a 125-cc air-cooled four-stroke engine with Continuous

Variable Transmission (CVT), which develops 8.5bhp at

7000rpm with 1.0kgm of torque at 5000rpm. The design is

typically Japanese, almost flat aprons where large turn indicators

are embedded. Though it has a longer wheelbase access looks

compact because of this design. Nobody colored mirrors for this

access. Paint quality is of top notch.

SUZUKI ACCESS 125 FEATURES:

Xtra Torque Performance (XTP) for more power and faster

pick-up

Telescopic front fork suspensions for comfortable riding

Tail lights that are trendy and attractive

Wider seat for comfort riding

Large size underseat compartment

Centralized ignition key switch, with shutter

Smart built-in signal

Multi-reflector lights for better visibility

Stylish, Chrome-plated silencer cover

SUZUKI GS150R

The 150cc Segment is picking up

in India. Suzuki has been a little conservative till now with its bike

models. Zeus and Heat and not extra ordinary, but it sells enough

to be seen here and there a while. The company took another step

ahead with the Access 125 Scooter. Suzuki’s foray into this

segment is expected to be create similar impact in the segment

with the GS150R. The engine of the Suzuki GS150R is said to be

convenient for riding in the city. The 150cc engine respires

through a BS26 carburetter. It comes with Throttle Positioning

Sensor (TPS). GS150R's 149cc engine develops 13.8bhp of peak

power at 8500rpm and 13.4Nm of peak torque 6000rpm.

According to Suzuki, GS150R will return a mileage of 48kmpl in

City and 55kmpl in Highway.The engine uses engine balancer

technology to minimise vibration and comes with a rubber damper

and a balancer shaft. It has a digital speedometer which shows

gear position, fuel level, speed, odometer, tripmeter and the

tachometer is a neat dial adjacent to the digital console.

SUZUKI ZEUS 125CC

Suzuki Zeus, the latest bike from

Suzuki Motorcycles India Pvt Ltd has been launched. The 125cc

single cylinder Suzuki Zeus comes at a price of f Rs 46,084. The

bike had a soft launch earlier this year.

Besides Suzuki Zeus, Suzuki India has another motorcycle in the

Indian market, called Suzuki Heat. Both Zeus and Heat are part of

Suzuki's attempts to come back to the Indian market, which it had

left in the late 90s. During its earlier Indian coming, Suzuki

partnered TVS for its two-wheeler business. Suzuki Zeus, packed

with latest technology and styling, is an entry level bike from

Suzuki Motor Corporation. Zeus has a unique cut-line front cowl for

a much stylish, dynamic look. The bike is available in Zeus 125X

and 125XU models.

Suzuki Zeus will be available in three colors, the company said.

These are Candy Antares Red (19A), Metallic Titanium Gold (YM3)

and Pearl Nebular Black (YAY). To manufacture Suzuki Zeus and

Suzuki Heat, the company has invested Rs 200 crore at its

Gurgaon manufacturing plant. The production capacity of the plant

is 100,000 bikes per annum.

SUZUKI ZEUS 125CC FEATURES:

Powerful Disc Brakes (front, asbestos-free)

Bright and Big multi-reflector Halogen Head Lamp for better

visibility at night and make a dashing style statement.

Convenient Shift indicator for adjusting fuel efficiency on

different gears.

Advanced and Stylish Instrument Panel with Tachometer

Uniquely styled front cowl for a dynamic look.

Stylish Under Cowl for engine protection and making a style

statement.

Advanced 5-speed Gearbox for a smoother and comfortable

ride.

Robust all Aluminium Engine with large fins and upright

cylinder for superb cooling and style.

Primary Kick & Auto Decompression System for effortlessly

starting the engine in any gear.

Stylish and large fuel tank.

Ergonomic seat design for easy ground access and minimum

knee bending.

Helmet Holder to take the load off your head after you park

the bike.

SUZUKI HAYABUSA

Suzuki brings the Hayabusa

motorcycle to India. The Hayabusa – official nomenclature is GSX

1300R – will pave the way for Suzuki’s foray into the superbike

segment in India. Competition, however, has already arrived in

the shape of Yamaha and Ducati motorcycles in India. Powered

by a 1340cc in line 4 cylinder engine, the Suzuki Hayabusa is

likely to sport a price tag of Rs 11 lakh. The bike was launched in

the first week of September 2008. Suzuki also launched a second

superbike, the GSX-R 1000 in November.

Although boasting of a top speed of 397 km per hour as per

recorded figures, the bike that will come to India will have a

speed limit of 299 km per hour. Company thinks that the higher

figure here is from some world record attempts, while 299 km ph

would be the official top speed. Do keep in though that superbike

or not, speed limits in most parts of India are at 60 kmph, and

may go up to 100 km ph on some of the expressways. Suzuki

expects only a sale of around 150 units of the Hayabusa in India

per annum.

SUZUKI WARRANTY POLICY

Suzuki Motorcycle India Private Limited, (SMIPL) offers warranty for

all models manufactured in its Gurgaon plant and sold through its

authorized dealers. Suzuki Motorcycle India Private Limited

reserves the right either to replace or repair, at their authorized

dealer, free of cost, those parts which may be found on

examination to have manufacturing defect within 2 years from the

date of sale (or) first 30,000 kms whichever occurs earlier of its

operation.

If any of the free or paid service is not done as per schedule, the

warranty tends to stand void. Parts of the vehicle have been

subjected to misuse, accident, and negligent treatment, use of

bad quality parts which are not manufactured (or) not

recommended for use by SMIPL on their motorcycles. Parts of the

motorcycle getting rusted or their plating or painting coming off

due to atmospheric condition like Sea Breeze and Industrial

Pollution.

Motorcycle used for any Competition (i.e.) Rallies (or) Races, if it is

used for any commercial purposes like Hiring etc. SMIPL

undertakes no liability in the matter of any consequential loss (or)

damage caused due to failure of the parts. Parts repaired (or)

replaced under this warranty are warranted only for the original

warranty period of Suzuki motorcycles. Consumables like Engine

Oil, TFF Oil, Grease, used for the warranty repair are not covered

under the application of the warranty.

AYS MOTORS

The AYS Show room has its separate service center, Here

AYS MOTORS also have a latest service center with all

semi-automatic instruments. It maintains a unique and

regular checking of each and every bike to increase a

satisfaction level of the customers.

AYS MOTORS strictly watch and try to lesser the time of a

customer while they give bike in to service. Mostly

Customer when come to give his bikes in service, the

service procedure of the showroom is very less and

smallest so that customer will free within 5 Minutes.

AYS MOTORS SELLING SCHEME & RESULT:

Selling scheme is a Dealers Scheme that is useful to

attract the customer towards the showroom to purchase

new bike. This all selling scheme provided to the customer

is within Rs.2000. Such Selling Scheme are:

RTO Free

Insurance Free

Petrol Free Up to some K.M or some Rupees.

Reference Sales

DSS (Door Sales Service)

Exchange (It is a Major tool of

Scheme/Conversion)

SELLING OF SHOW ROOM:

Every showroom’s goal is to increase the sales. The “AYS

MOTORS” has a great sales of bike through providing

different scheme, facility and services to the customer.

The Following figures are approximate:

Daily 6 vehicles

Monthly 160 Vehicles

Yearly 1920 Vehicles.

MAJOR COMPETITORS

1) HERO HONDA MOTORS LIMITED

Hero Honda Motors Limited was established in 1984, as a joint

venture between India's Hero Group (world's largest bicycle

manufacturers) and Japan's Honda Motor Company. In 1985

production began with the launch of its first motorcycle, the

CD100, which gave 80 km to the liter. In 1987 the engine plant

was started and in 1989 the Company produced its 3,00,000th

motorcycle. In 2001 Hero Honda manufactured its 50,00,000th

motorbike. Hero Honda has a reputation of being the most fuel-

efficient and the world's single largest two wheeler Company. Shri

Brijmohan Lall Munjal is the chairman and managing director of

this Company.During 80s, Hero Honda became the first company

in India to prove that it was possible to drive a vehicle without

polluting the roads.

The unique features like fuel conservation, safety riding courses

and mobile workshops helped the group reach in the interiors of

the country. Well-entrenched in the domestic market, Hero Honda

Motors Ltd. turned its attention overseas, and exports have been

steadily on the rise.

2) Honda Motorcycles & Scooters India Private Limited

Honda motors of Japan is not a new name in the two wheeler

scenario in the country, they were in a tie up with the Firodias

owned Kinetic group. However in the late 90s they parted ways

after problems arose over issues like introduction of new models,

advertising expenditure, marketing strategies and other related

issues.

In the mid 80 Honda motors of Japan joined hands with the largest

bicycle maker of India the Hero cycles to create Hero Honda which

in a couple of decades or so have gone on to become the single

largest motorcycle company in the world. Though Honda has come

on its own on the Indian market yet it will be providing

technological support to Hero Honda for the next ten years.

Thus presenting a unique situation in which the company will be in

direct competition with the company which it has been associated

for nearly twodecades. Honda Motorcycles and Scooters India

limited, a 100% subsidiary of Honda motor company Japan

eventually entered the Indian market with Honda Unicorn in 2004.

3) BAJAJ AUTO LTD.

Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with

Kawasaki Heavy Industries of Japan to manufacture state-of-art

range of latest two-wheelers in India. The JV has already given the

Indian market the KB series, 4S and 4S Champion, Boxer, the

Caliber series, and Wind125. Kawasaki Heavy Industries is a

Fortune 500 company with a turnover of USD 10 billion (Rs. 45,840

crore). It has crafted new technologies for more than hundred

years.

The technologies of KHI have redefined space systems, aircrafts,

jet engines, ships,locomotive, energy plants, automation system,

construction machinery, and of course high reliability two-

wheelers KHI has given the world its legendary series of 600-

1200cc Ninja and 1600 Vulcan bikes. Straight from its design

boards, the Kawasaki Bajaj Eliminator, India's first real cruiser

bike, redefines the pleasure of "biking" in looks as well as

performance.

Bajaj is the first Indian two wheeler automobile company in the

market since 1945 with the name M/s Bacharj trading corporation

private limited. In 1959 M/s Bacharj trading corporation private

limited change its name as Bajaj Auto Ltd. Bajaj Auto obtains

license from the Government of India to manufacture two- and

three-wheelers vehicles in 1959.

4) TVS MOTORS LTD.

TVS Motor is a leading and trusted two wheeler company began

with

the vision of TVS Scooty the founder of the Sundaram Clayton

Group,

the late T.S. Srinivasan - 'to design, develop and produce an

affordable moped for the Indian family.' This vision was realized in

1980 when TVS 50, India's first two-seater moped rolled out of the

factory at Hosur in Tamil Nadu, Southern India. The company has

been known for its ruggedness and reliability.

TVS Motor has continually worked on innovation of the motorcycle

segment along with two wheeler range. The Suzuki Shaolin,

developed by TVS Suzuki is India's first 5-speed, 140 cc

motorcycle. Another example of the company success is TVS

Scooty, a 60 cc Scooterette which keep one step ahead of its time

in India. The company is the third largest two-wheeler

manufacturer in India and ranks among the top ten globally. The

company was the first in India to launch 2-seater 50cc moped and

100cc Indo-Japanese motorcycles. At present TVS Apache, TVS

Victor, TVS Scooty,

TVS Centra and TVS Fiero are the popular bikes in Indian market.

5) YAMAHA MOTOR INDIA (YMI)

Yamaha made its initial foray into India in 1985. Subsequently, it

entered into a 50:50 joint venture with the Escorts Group in 1996.

However, in August 2001, Yamaha acquired its remaining stake as

well, bringing the Indian operations under its complete control as a

100% subsidiary of Yamaha Motor Co., Ltd, Japan. India Yamaha

Motor operates from its state-of-the-art-manufacturing units at

Faridabad in Haryana and Surajpur in Uttar Pradesh and produces

motorcycles both for domestic and export markets. With a strong

workforce of 2000 employees, India Yamaha Motor is highly

customer-driven and has a countrywide network of over 400

dealers.

The company pioneered the volume bike segment with the launch

of its 100 cc 2-stroke motorcycle RX 100. Since then, it has

introduced an entire range of 2-stroke and 4- stroke bikes in India.

Presently, its product portfolio includes Crux (100cc), Alba (106cc)

and Gladiator (125cc).

6) ROYAL ENFIELD MOTORS LTD.

Established in 1955, Royal Enfield was the brand of the Enfield Cycle Company. Royal Enfield is one the oldest bike on the road. The company is well known for producing motorcycles, but they also produce bicycle, stationary engines, lawnmowers and rifle small parts for the Royal Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter situated at Thiruvottiyur, Chennai, Tamil Nadu, India.

In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and later merged with it in 1994. The annual turnover of the company is Rs.10 billion.

The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and unflinching loyalty to the customer. The ruggedness and reliability of the bike is endorsed by the army, the police, the paramilitary forces and over 500 institutions which form part of the die-hard customer base of the Bullet, dubbed the "Rajagadi", or royal vehicle.

Royal Enfield Motors Ltd. operates out of 12 area offices, 16 depots, over 250 dealers and 150 authorized service centers in India. The company also exports its products to over 20 countries including Canada, France, Japan, USA, Germany and UK.

INTRODUCTIONTO THE TOPIC

INTRODUCTION:

Satisfaction is a person’s feelings of pleasure or disappointment

resulting from comparing a product’s perceived performance (or

outcome) in relation to his or her expectations. Whether the buyer

is satisfied after purchase depends on the offer’s performance in

relation to the buyer’s expectations. If the performance falls short

of the 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.

A company would be wise to measure customer satisfaction

regularly because one key to customer retention is customer

satisfaction. A highly satisfied customer generally stays loyal

longer, buys more as the company introduces new products and

upgrades existing products, talks favorably about the company

and its products, pays less attention to competing brands and is

less sensitive to price, offers product or service ideas to the

company, and costs less to serve than new customers because

transactions are routine.

When customers rate their satisfaction with an element of the

company’s performance - say, delivery. It could mean early

delivery, on-time delivery, order completeness, and so on. The

company must also realize that two customers can report being

“highly satisfied” for different reasons. One may be easily satisfied

most of the time and the other might be hard to please but was

pleased on this occasion. A number of methods exist to measure

customer satisfaction.

Periodic surveys can track customer satisfaction directly.

Respondents can also be asked additional questions to measure

repurchase intention and the likelihood or willingness to

recommend the company and brand to others. Companies that do

achieve high customer satisfaction ratings make sure their target

market knows it. For customer centered companies, customer

satisfaction is both a goal and a marketing tool. Although the

customer-centered firm seeks to create high customer

satisfaction, that is not its ultimate goal.

If the company increases customer satisfaction by lowering its

price or increasing its services, the result may be lower profits.

The company might be able to increase its profitability by means

other than increased satisfaction (for example, by improving

manufacturing processes or investing more on R&D). Also, the

company has many stakeholders, including employees, dealers,

suppliers and stock holders.

Spending more to increase customer satisfaction might divert

funds from increasing the satisfaction of other “partners”.

Ultimately, the company must operate on the philosophy that it is

trying to deliver a high level of customer satisfaction subject to

delivering acceptable levels of satisfaction to the other

stakeholders, given its total resources.

CUSTOMER SATISFACTION IN 7 STEPS

It's a well known fact that no business can exist without

customers. In the business of Website design, it's important to

work closely with your customers to make sure the site or

system you create for them is as close to their requirements as

you can manage. Because it's critical that you form a close

working relationship with your client, customer service is of vital

importance. What follows are a selection of tips that will make

your clients feel valued, wanted and loved.

1. ENCOURAGE FACE-TO-FACE DEALINGS:

This is the most daunting and downright scary part of interacting

with a customer. If you're not used to this sort of thing it can be a

pretty nerve-wracking experience. Rest assured, though, it does

get easier over time. It's important to meet your customers face to

face at least once or even twice during the course of a project.

Suzuki believes that if a potential client spends over half the

meeting doing the talking, you're well on your way to a sale. In

SMPIL always face to face dealing with customer

2. RESPOND TO MESSAGES PROMPTLY & KEEP YOUR

CLIENTS INFORMED:

This goes without saying really. We all know how annoying it is to

wait message and you'll contact them about it as soon as possible.

Even if days for a response to an email or phone call. It might not

always be practical to deal with all customers' queries within the

space of a few hours, but at least email or call them back and let

them know you've received their you're not able to solve a

problem right away, let the customer know you're working on it.

Suzuki always listen customer problem and solve his queries and

always have communication with customer.

3. BE FRIENDLY AND APPROACHABLE:

It's very important to be friendly, courteous and to make your

clients feel like you're their friend and you're there to help them

out. There will be times when you want to beat your clients over

the head repeatedly with a blunt object - it happens to all of us.

It's vital that you keep a clear head, respond to your clients'

wishes as best you can, and at all times remain polite and

courteous.

In Suzuki showroom all workers are trained and well behave with

customer. Suzuki showroom’s staff very friendly with clients.

4. HAVE A CLEARLY-DEFINED CUSTOMER SERVICE

POLICY:

A clearly defined customer service policy is going to save a lot of

time and effort in the long run. If a customer has a problem, then

what should be done and what not. Should they contact different

people for billing and technical enquiries? If they're not satisfied

with any aspect of your customer service, who should they tell?

There's nothing more annoying for a client than being passed from

person to person, or not knowing who to turn to. Making sure they

know exactly what to do at each stage of their enquiry should be

of utmost importance. So make sure your customer service policy

is present on your site -- and anywhere else it may be useful. In

Suzuki all terms & conditions are clearly mentioned so that no

doubt in customer mind

5. ATTENTION TO DETAIL (ALSO KNOWN AS 'THE

LITTLE NICETIES'):

Even if it's as small as sending a Happy Holidays email to all your

customers, it's something. It shows you care; it shows there are

real people on the other end of that screen or telephone; and most

importantly, it makes the customer feel welcomed, wanted and

valued.

AYS MOTORS has kept details of all customers and makes them

happy on specific occasion.

6. ANTICIPATE YOUR CLIENT'S NEEDS & GO OUT OF

YOUR WAY TO HELP THEM OUT:

Sometimes this is easier said than done! However, achieving this

supreme level of understanding with your clients will do wonders

for your working relationship.

Suzuki always tries to know about customer needs and make the

product according to them.

7. HONOUR YOUR PROMISES:

It's possible this is the most important point in this article. The

simple message: when you promise something, deliver. The most

common example here is project delivery dates. Clients don't like

to be disappointed. Sometimes, something may not get done, or

you might miss a deadline through no fault of your own. Projects

can be late, technology can fail and sub-contractors don't always

deliver on time.

OBJECTIVES OF THE STUDY

The objective of the study is “Company image SUZUKI

MOTORCYCLES and Survey research to measure customer

satisfaction towards SUZUKI ACCESS 125 of AYS MOTORS,

Bhopal.

To determine the effects of the company image on the sales.

To understand customer attitude towards Suzuki

motorcycles and Suzuki auto.

To measure customer satisfaction of Suzuki Access 125

owners.

To know the market share of Suzuki motorcycles.

To predict the boom of automobile industry.

To know the tastes and preferences of people.

To find the reasons for buying Access 125.

To determine the customer’s satisfaction regarding two-

wheeler and after sales service.

SCOPE OF STUDY

This study is aimed at providing AYS MOTORS (SUZUKI) with an

insight on the consumer satisfaction pattern of Suzuki Access

125cc as well as the customer’s response and awareness towards

the brand, products and services of Suzuki.

The data has been analyzed and presented in a simple and precise

way on the basis of which pertinent recommendations have been

made to the company to better the services, policies and

strategies of the company in India. Companies also want the

Suggestion for improvement from users of Suzuki Vehicle

& get Feedback from customer.

RESEARCH METHODOLOGY

Survey research is the systematic gathering of information from

respondents for the purpose of understanding and/or predicting

some aspects of the behaviors of the population of interest. It is

the most common method of collecting primary data for marketing

decisions. Survey can provide data on attitudes, feelings, beliefs,

past and intended behaviors, knowledge, ownership, personal

characteristics and other descriptive items.

Survey research is concerned with administration of

questionnaires (interviewing). The survey research must be

concerned with sampling, questionnaire design, questionnaire

administration and data analysis. The administration of

questionnaire to an individual or group of individuals is called an

interview. A questionnaire is simply a formalized set of questions

for eliciting information. As such, its function is measurement and

it represents the most common form of measurement in

marketing research.

The report has been prepared on the basis of information collected

from different sources. In order to achieve the objective of the

project proper research method was applied. After giving through

brain storming session, objectives were selected and the set on

the base of these objectives, A questionnaire was designed major

emphasis of which was gathering new ideas or insight so as to

determine and bind out solution to the problems.

RESEARCH DESIGN

This study is a mix of explorative and formal

methodologies adopting monitoring and observing to study the

dealerships in Bhopal and communication to elicit responses from

April-May.

The study also aims at findings out the customer satisfaction level

of SUZUKI ACCESS 125cc of AYS MOTORS, Bhopal. For the

customer satisfaction study a questionnaire was formulated

containing 22 questions which were sent out for response mainly

through personal interviews of customers. Results of this step

formed the basis of the recommendations given to the company.

SOURCE OF DATA

The report has been prepared as per the

information obtained from two sources. They are:

Primary data

Secondary data

1.PRIMARY DATA :

The primary data is that which details we collect first time

from the market and also used first time in the research. To collect

the primary data structured non disguise questionnaire is

prepared. Primary Data was very crucial to collect so as to know

various past & present consumer views about bikes/scooter and to

calculate the market share of this brand in regards to other

brands. Fresh primary data was collected by taking direct filling of

a questionnaire from customer which involved face to face, all the

Suzuki customer who visited the dealership showroom for the

service of their bikes/scooters were questioned in order to find out

the behavior of customer.

2. SECONDARY DATA :

Secondary data are those which has been collected by some one

else and which already have been passed through statistical

process. When the secondary data are sufficient, the researcher

has to be satisfied with the primary sources of data. Secondary

data can be used as bases for comparison with primary data have

been collected by questionnaire. Secondary data has been taken

from internet, newspaper, magazines and companies web sites.

DATA COLLECTION METHOD

Researcher instruments is the tool by which the researcher can do

research on specific problems or objective. The most popular

researcher instrument for collection data is “Questionnaire” for a

particular investigation. It is simple for a moiled set of questions

presented to respondents for their answers. Due to this flexibility,

it is most common instrument used to collect the primary data.

During the pre- testing of questionnaire, I seen the reaction of

respondents and suggestions required to make change in research

instrument.

The questionnaire contains three types of questions.

1) OPEN-ENDED QUESTIONS:-

It is helpful in knowing what is

uppermost in the mind of the respondents. It gives complete

freedom to the respondent.

2) DICHOTOMOUS QUESTIONS:-

It has only two answers in form ‘yes’

or ‘no’, ‘true’ or ‘false’, ‘use’ or ‘do not use’. So the respondent is

offered two or more choice.

3) MULTIPLE-CHOICE QUESTION:-

In this, the respondent is offered two or

more choice.

SAMPLE DESIGN

Sampling is a process of obtaining. The information about the

entire population by examine a part of it .The effectiveness of the

research depends on the sample size selected for the survey

purpose. For the customer satisfaction study a sample of 100

persons was chosen from the Suzuki’s dealership in Bhopal.

SAMPLING PLAN:

Data collected has been analyzed and interpreted

by using simple percentage method and finally the data is

presented in graphs and charts.

SAMPLING FRAME:

Customers visiting showrooms for servicing their motorcycles

Shopping malls, Supermarket, Markets, College parking etc

SAMPLE SITE:-

The survey was conducted in Bhopal city.

SAMPLING UNIT:-

It means “Who is to be surveyed”. Here target

population is decided and it is who are interested to purchase

“Scooter” and sampling frame is developed so that everyone in

the target population has known chance of being sampled. So the

survey is conducted particularly in Bhopal City.

SAMPLE SIZE:-

For the purpose of proper survey, there is need of

perfect research instruments to find out sample size for more

accurate result about buying behavior of scooter. The sample size

is 100 respondents.

SAMPLING METHOD:-

A Stratified random sample is one where the

population is divided in to mutually exhaustive strata or sub-group

and then a simple random is selected within each of strata on age

groups, occupation etc. It may be noted that stratification does not

means absence of randomness. I use a simple random sampling

method.

1) AGE-WISE CLASSIFICATION

ANALYSIS:

The above pie chart is showing that the customers of Access

125 are mainly coming from the age group of 18-25 that is

around 49% because that people of this age group are

passionate and are style freaks,

we can say that Popularity of Access 125 is available in the

age of 26-35 (around 26%) also because of its reputation in

the world market.

49%

26%

19%6%

Respondent18-2526-3536-4546 & above

AGE (IN YEARS) NO. OF RESPONDENTS

PERCENTAGE (%)

18-25 49 49

26-35 26 26

36-45 19 19

46 & ABOVE 6 6

2) GENDER-WISE CLASSIFICATION

ANALYSIS:

Above Graph shows that 71% of respondent are

Male and 29%of respondent are Female.

71%

29%

Respondents

MALEFEMALE

MALE FEMALE

GENDER 71 29

PERCENTAGE (%)

71 29

3) MARITAL STATUS CLASSIFICATION

ANALYSIS:

In this pie chart it is very much clear that 51% of the

Access 125 Customer is mainly married & 49% unmarried, so

Suzuki launch Access 125 is mostly being accepted by the family

oriented people.

51%

49%

Respondents

MARRIEDUNMARRIED

MARRIED UNMARRIED

MARITAL STATUS 51 49

PERCENTAGE (%) 51 49

4) OCCUPATION-WISE CLASSIFICATION

ANALYSIS:

Once again we found that Suzuki’s major customers

are the students of colleges and schools which consists 55%, as

they want something special, new, stylish, masculine and

attractive and Suzuki is providing that in the form of Access 125.

37%

55%

3% 5%

Respondents

OFFICIALSSTUDENTSRETIREDOTHERS

OFFICIALS

STUDENTS RETIRED OTHERS

OCCUPATION 37 55 3 5

PERCENTAGE (%)

37 55 3 5

5) INCOME-WISE CLASSIFICATION

ANALYSIS:

In the income group distribution we can analyze

those customers of Access 125 are coming from the Middle

income group people which is around 49% by including 125-150

slab of income group. It shows that Suzuki is placing their products

in the appropriate price range. As the people of this income

bracket can easily afford this two wheeler.

2%

18%

49%

31%

Respondents

75-100100-125125-150150 & above

INCOME (P.A) (IN ‘000)

NO. OF RESPONDENTS

PERCENTAGE (%)

75-100 2 2

100-125 18 18

125-150 49 49

150 & ABOVE 31 31

7) WHAT IS YOUR PRECEPTION ABOUT SUZUKI AUTOMOBILE’S PRODUCT?

ANALYSIS:

In this pie chart it is very much clear that customer

perception about Suzuki automobile’s product is average 56% and

28% are good.

14%

28%56%

2%

Respondents

VERY GOODGOODAVERAGEBAD

VERY GOOD

GOOD AVERAGE BAD

NO, RESPONDENT

14 28 56 2

PERCENTAGE (%)

14 28 56 2

8) HOW DID YOU GET KNOW ABOUT SUZUKI?

ANALYSIS:

As we can see here the

major promotional tool

which is influencing the

customers is advertisements which is around 49%, after that the

major source of awareness among customers, is Family 24% &

friend’s 20%. So here we can say that Suzuki should produce

better advertisements like Access 125 and they should link their

ads with the emotions of the customers so that the brand

recognition by the customers will be for long time. The customers

can still recall the punch lines of Bajaj and Hero Honda such as

HAMARA BAJAJ or HERO HONDA DESH KI DHADKAN. such should

also use such kind of heart loving lines.

MORE VARIETY

MORE VALUE FOR MONEY

IMPROVED

BETTER SALES

49%

24%

20% 7%

Respondents

ADVERTISEMANTFAMILYFRIEND'SDEALER'S

ADVERTISEMENT

FAMILY FRIEND’S DEALER’S

RESPONDENTS 44 22 18 6

PERCENTAGE (%)

44 22 18 6

QUALITY SERVICE

RESPONDENTS 14 49 29 8

PERCENTAGE (%)

14 49 29 8

9) IF YOU ARE GOING TO BE A CUSTOMER OF SUZUKI MOTORCYCLES, WHAT WILL

BE YOUR

EXPECTATION

ANALYSIS:

As we can see that most of customer expectation after going to be

Suzuki motorcycles product is 49% ask more value for money &

29% ask improved quality so company should provided according

to the needs and quality to the customer.

HERO HONDA TVS HONDA BAJAJ

MORE VA-RIETY

MORE VALUE FOR MONEY

IMPROVED QUALITY

BETTER SALES

SERVICE

0102030405060

14

49

29

8

RESPONDENTS 34 9 36 21

PERCENTAGE (%)

34 9 36 21

10) WHICH BRAND ACCORDING TO YOU IS GIVING THE MOST COMPETITION TO

SMPIL IN INDIA?

ANALYSIS:

In this pie chart we can see that in India most competition brand

against Suzuki motorcycles is Honda 36% & Hero Honda 34% so to

increase market share and fight with competition SMIPL has to

give customer wide range of product with better quality.

34%

9%36%

21%

Respondents

HERO HONDATVSHONDABAJAJ

11) DO YOU LIKE SUZUKI ACCESS 125?

ANALYSIS:

As we can see that 69% customer are very much like Suzuki

Access 125 but 43% customer are average like Suzuki Access 125

so company has to more improve his product.

54%43%

3%

Respondents

VERY MUCHAVERAGENOT SO MUCH

VERY MUCH AVERAGE NOT SO MUCH

RESPONDENTS 54 43 3

PERCENTAGE (%)

54 43 3

12) WHAT ABOUT THE PRICE OF SUZUKI ACCESS 125?

ANALYSIS:

In this pie chart 76% customer are think that Suzuki Access 125

price is average and 22% customer are think that Suzuki Access

125% price is high so company maintain this price.

22%

76%

2%

RESPONDENTS

HIGHLY PRICEDAVERAGE PRICELOW PRICE

HIGHLY PRICED

AVERAGE PRICE

LOW PRICE

RESPONDENTS

22 76 2

PERCENTAGE (%)

22 76 2

13) DO YOU THINK THAT THE SUZUKI ACCESS 125 IS CAPABLE TO ATTRACT

TODAY’S GENERATIONS?

ANALYSIS:

In this pie chart we can se that 69% customer are think that

Access 125 is attract today’s generation and 22% are think that no

so company should more focus on today’s generation.

69%

22% 9%

Respondents

YESNOCAN'T SAY

YES NO CANNOT SAY

RESPONDENTS 69 22 9

PERCENTAGE (%)

69 22 9

14) WHAT IS THE BEST THING IN SUZUKI ACCESS 125?

ANALYSIS:

Above graph show that in Suzuki Access 125 the best thing is

quality 43%, style/design 33% so company should maintain his

quality & style and improved his service & price to increase

satisfaction level.

43%

33%

13% 11%

Respondents

QUALITYSTYLE/DESIGNSERVICEPRICE

QUALITY STYLE/DESIGN

SERVICE PRICE

RESPONDENTS

43 33 13 11

PERCENTAGE (%)

43 33 13 11

15) HAS IT SERVED THE PURPOSE OF PURPOSE OF PURCHASING?

YES NO AVEARAGE CAN’T SAY

RESPONDENTS 53 12 29 6

PERCENTAGE (%)

53 12 29 6

ANALYSIS:

We can see that 53% are satisfied 29% are average satisfied and

thinks that it is worth purchasing so it is good for company.

53%

12%

29%6%

Respondents

YESNOAVEARAGECAN'T SAY

16) SATISFIED WITH FREE SERVICE FROM THE SHOWROOM?

ANALYSIS:

In this pie chart we can see that 82% customer is satisfied with

free service from the showroom so the company showroom

maintain his service & customer relationship.

82%

18%Respondents

YESNO

YES NO

RESPONDENT 82 18

PERCENTAGE (%) 82 18

17) IS SUZUKI ACCESS 125 COMFORTABLE FOR DRIVING & JOURNEY?

ANALYSIS:

Above pie chart shoe that 73% customer think that Suzuki Access

125 is comfortable for driving & journey so company should

maintain quality of Access 125 and provide safety measures to the

customer.

73%

3%

24%Respondents

YESNOAVERAGE

YES NO AVERAGE

RESPONDENTS 73 3 24

PERCENTAGE (%) 73 3 24

18) MAINTENANCE COST OF SUZUKI ACCESS 125?

ANALYSIS:

In this pie chart we can that the maintenance of Suzuki Access

125 is 55% low and 39% average so it is good for company and

company should maintain his product quality.

6%

39%55%

Respondents

HIGHAVERAGELOW

HIGH AVERAGE LOW

RESPONDENTS 6 39 55

PERCENTAGE (%)

6 39 55

19) DO YOU THINK THE VALUE OF MONEY YOU SPENT ON SUZUKI ACCESS 125?

ANALYSIS:

Above pie chart show that after purchasing Suzuki Access 125 69% customer are thinks that it is good value for money and 28% think that it is average for money.

69%3%

28%

Respondents

YESNOAVERAGE

YES NO AVERAGE

RESPONDENTS 69 3 28

PERCENTAGE (%) 69 3 28

20) WHAT IS YOUR LEVEL OF SATISFACTION TOWARDS SUZUKI ACCESS

125?

ANALYSIS:

In this pie chart we can see that customer belongs to 75-100

satisfaction level, 18% customer belongs to 50-75 satisfaction

level so it is good for company that people like Suzuki Acess125.

3% 5%18%

74%

Respondents

0-2525-5050-7575-100

0-25 25-50 50-75 75-100

RESPONDENTS

9 13 26 52

PERCENTAGE (%)

9 13 26 52

FINDINGS

The survey show that 56% customer are average & 28%

customer are good perception about Suzuki automobile

product

The study show that 44% respondents come to know from

“advertisement and 22% respondents purchase two wheeler

from family’s recommendation.

The survey show that 49% customer are going to be Suzuki

motorcycles because they expectation is more value for his

money and 29% are going to be improve quality product.

The survey show that in India the most compare brand

against SMPIL is Honda 36%, Hero Honda 34% and Bajaj 21%.

The survey shows that 54% customers are like Suzuki Access

125 and 43% are average like.

The survey show that in the customer mind price of Suzuki

Access 125 is average 76%, and 22% highly price.

The survey show that 69% customer think that Suzuki Access

is capable to attract today’s generation.

The survey shows those 43% customers are believed that

quality is the best thing is Suzuki Access 125.

CUSTOMER’S REVIEW

The style of scooter not much impressive, I am waiting for the

how the market responds but main key is priced comparative

with Honda Activa and mileage.

Suzuki is globally known for quality, value for money &

customer satisfaction. They have taken care of every aspect.

It’s a family vehicle. Have style, comfort, safety, space &

price I am sure will be at par with competition.

I am very much impressed by the looks, style of Access. It is

likely to be much dearer than Activa

.

Suzuki-Access-125. Its looks very nice I am sure price of

scooter will be defiantly competitive with Honda-Activa.

I have liked the scooter. It is what I had expected to own.

I am impressed with the finish, style and quality.

SWOT ANALYSIS

1) STRENGTHS:

Size and scale of parent company

Effective Advertising Capability

Committed and dedicated staff

High emphasis on R & D

Experience in the market

Established brand

2) WEAKNESSES:

Small showrooms

Not much emphasis on aggressive selling

Weak product diversity

3) OPPORTUNITIES:

Growing premium segment

Global expansion into the Caribbean & Central America

Become India’s leader

Growing premium segment.

4) THREATS:

Cut throat competition

Increasing number of players in the market

Rising raw material costs

Increasing rates of interest on finance

LIMITATIONS

This research is geographically restricted to Bhopal only.

Hence the result cannot be extrapolated to other places.

The study is restricted only to the organized sector of two

wheeler industry

The seriousness of the respondents and their ability to

justify their answers may also be a limitation.

The sample size is small due to the specified reasons.

Findings are based on sample survey.

All interview questions are undisguised or direct. Hence

there is a scope for the respondents to be biased or

pretentious.

During the survey most of the respondents contacted had

newly purchased the motorcycle thus they could not

respond accurately i.e. their satisfaction level and defects

in the motorcycles.

The research is directly concerned with the study of human

preference and behavior and achieving absolute

mathematical accuracy towards this was not possible.

RECOMMENDATIONS

The Suggestions that are given by customers and by us as

market researcher for Improving in a service,

advertisements. Because after selling of a vehicle

customer may has some of the problem and customer

come for solve their problem through service and company

should try to give proper service to satisfy customer by

solving their problem. The suggestions are as followed:

As people expect more mileage per kilometer, company

should increase the mileage of the Suzuki Vehicles.

SMIPL should increase the production capacity as the

customers have to wait for 3-4 months for delivery of the

Suzuki Access.

Company showroom should take less time for service

the vehicle.

Company should facilitate a Scheme for servicing Old

Vehicles so that the entire customer services their

vehicle at company’s service station.

All parts should be available at service station.

Because sometime customer face the problem that

parts are not available.

Company should facilitate a Scheme for servicing Old

Vehicles so that the entire customer services their

vehicle at company’s service station.

Suzuki increase in advertising in mass media to promote its

sales.

Company should manufacture motorcycles which can

withstand for long time on Indian roads.

Company should appoint a brand ambassador and also

sponsor entertainment and sports events so that the name of

the company remains in the minds of the people.

SMPIL should implement new marketing strategies to

compete with Indian competitor

Suzuki at the moment has a very weak product portfolio and

its products are not that visible in the market.

Suzuki should maintain and produce the bikes in quarterly or

half yearly so that customers can avail options.

CONCLUSION

Indian 2-wheeler industry is the second largest in Asia after China.

After the separation with Tvs Motors the main focus of Suzuki has

been to capture the Indian Market through its Product which are

Best In terms Of Style & Design and is trying to achieve more

target of which it has laid down for the coming years its Recent

Launched Bikes like Suzuki Zeus, GS150R, Hayabusa and Scooter

Suzuki Access have shaken the market leader Like Bajaj, Hero

Honda & Honda is giving them a tough competition & soon going

Launch Few More Bikes in the market. But in a country like India

where customer generally appreciates mileage it becomes

necessary for a company like Suzuki which produces Bikes whose

prices are towards the higher end to focus on other factors to

which influence the consumer choice of Product like Prices, after

sale services and many more.

After deep research, analysis and getting information about

customer of Suzuki Access 125 as formulated that Suzuki Access

has success in the market and people satisfied this product.

BIBLIOGRAPHY

MAGAZINES:

Auto India - Car & Bike Magazine

NEWSPAPERS:

Economic Times

Business Standard

WEBSITES:

www.suzukimotorcycles.co.in

www.autowebindia.com

www.sitepoint.com

www.automonitor.com

www.siamindia.com

Various Search Engines

APPENDIX

(QUESTIONNAIRE)

1. Name -________________________________________

2. Age – 18-25 26-35

36-45 46 and above

3. Gender- Male Female

4. Marital Status- Married Unmarried

5. Occupation-

Officials Students

Retired Others

6. Your income (per annum) (in thousands)?

Rs. 75-100 Rs. 100-125

Rs. 125-150 Rs. 150 above

7. What is your perception about Suzuki automobile’s product?

Very good Good Average Bad

8. How did you get to know about Suzuki?

Advertisement Family information

Friend’s recommendation Dealer’s

recommendation

9. If you are going to be a customer of Suzuki motorcycles, what will be your expectation?

More variety more value for money

Improved quality Better after-sales service

10.Which brand according to you is giving the most competition

to SMIPL in India?

Hero Honda Tvs Honda Bajaj

11.Do you like the Suzuki Access 125?

Very much Average Not so much

12.What about the Price of Suzuki Access 125?

Highly priced Moderate/Avg price Low price

12. Do you think that the Suzuki Access 125 is capable to attract today’s generations?

Yes No cannot say

13. What is the best thing in Suzuki Access 125?

Quality Style/design Service Price

14. Has it served the purpose of purchasing? Yes No Average Cannot say

15. Are you satisfied with free service from the showroom? Yes No

16. Is Suzuki Access 125 comfortable for driving and journey? Yes No Average

17. Maintenance cost of Suzuki Access 125? High Moderate/Avg Low

18. Do you think worth the value of money you spent on Suzuki Access 125?

Yes No Average

19. What is your level of satisfaction towards Suzuki access?

0-25% 25-50% 50-75% 75-100%

20. Suggestions/Feedback, if any

_____________________________________________________

_

“A SURVEY ON CUSTOMER SATISFACTION OF SUZUKI ACCESS 125CC”

BY SHRADHA JANBANDHU

CONTENTS

Preface Acknowledgement Executive summary About the automobile industry

- Indian two wheeler history- Segmentation of two wheeler- Growth prospects- Factors affecting market- Rising customer expectations- Suzuki motorcycles India history

Company profile- Mission of Suzuki- Growth report- SMPIL- Facilities- Products- Warranty policy- Major competitors

Introduction to the topic- Customer satisfaction in 7 steps

Objective Scope Research Methodology Research Design Sources of data collection Data collection method

Sample designs Data analysis and interpretations Findings

Conclusion Illustrations and annexure

ANNEXURE