A PROJECT REPORT ON “TO STUDY THE CONSUMER EXPECTATIONS FOR SUZUKI ACESS 125CC” At “GANESH SUZUKI PVT LTD” LATUR BY “OMKAR PARVAT NAGURE” UNDER THE GUIDANCE OF “Prof Dr Rajan Dhamdhare ” SIP was conducted in the month of JUNE-JULY Submitted to University of Pune In partial fulfillment of the requirement for the award of the degree of Master in Marketing Management (MMM)
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A
PROJECT REPORT
ON
“TO STUDY THE CONSUMER EXPECTATIONS FOR SUZUKI ACESS 125CC”
At
“GANESH SUZUKI PVT LTD”
LATUR
BY
“OMKAR PARVAT NAGURE”
UNDER THE GUIDANCE OF
“Prof Dr Rajan Dhamdhare ”
SIP was conducted in the month of JUNE-JULY
Submitted to
University of Pune
In partial fulfillment of the requirement for the award of the degree of Master in Marketing
Management (MMM)
Through ASOM
Pune 411038
DECLARATION
I undersigned, NAKUL RAMESHKUMAR RATHI Student of MITCOE-CMSR;
Pune University ( M.B.A.2009-11), hereby state that the report entitled, “TO STUDY THE
CONSUMER EXPECTATIONS FOR SUZUKI ACCESS 125 CC” is a genuine and
bonafide work prepared by me under the guidance of Prof Mrs. Aparna.Dighe
The empirical findings in this project report are based on the data collected by myself.
The matter presented in this report is not copied from any other sources. I understand that any
such copy is liable to the punishment in way the university authorities deem fit.
The work has been submitted for the award of any degree or diploma either to
University of Pune, Pune or any other Universities. The project report is submitted to university
of Pune in partial fulfillment of the degree of Master of Business Administration.
Date: Signature
Place: Pune. (NAKUL RAMESHKUMAR RATHI}
ACKNOWLEGEMENT
I take this opportunity to express my sincere gratitude to all who have directly and
indirectly contributed to the completion of my project.
At the outset of this report I wish to thanks Mr. Anil Zanwar(Director) who on behalf
of the management of Ganesh Suzuki (authorized dealer of SUZUKI).gave me an opportunity
to complete my Summer Training Project in his showroom in (Latur).
I would like to express my sincere gratitude to my internal project guide Prof.Dr
Rajan Damdhare.
I wish to express my gratitude toMr.AnilZanwar for giving me an opportunity to complete my
project work under his guidance, co-operation and support throughout this project.
Omkar P. Nagure
MMM
{2010-12)
INDEX
CHAPTE
R NO
PARTICULAR PAGE
NO
1 EXECUTIVE SUMMARY 1
2 INTRODUCTION 9
3 OBJECTIVE OF PROJECT 12
4 INDUSTRY PROFILE 14
5 COMPANY PROFILE 20
6 PRODUCT PROFILE 25
7 RESEARCH METHODOLOGY 27
8 DATA PRESENTATION AND ANALYSIS 30
9 FINDINGS 39
10 SUGGESTIONS AND RECOMMENDATIONS 41
11 CONCLUSION 43
12 BIBLOGRAPHY 45
13 ANNEXURES 47
List of Tables & charts
Sr.No. Name of Tables Table &
chart No.
Page
No.
1. Customer awareness about the scooter brand 1 31
2 Features preferred as most important by customer of
scooter2 32
3 Features considered by the customer while purchasing a
particular brand3 33
4 Most important features which are liked by the customer
in Suzuki Access 125cc4 34
5 Respondents ranked the attributes as per the perception 5 35
6 Respondents awareness about Suzuki Access 125cc 6 36
7 Customers’ perception about overall performance of
Suzuki Acess 125cc7 37
8 Percentage of respondent satisfied with hero Honda
pleasure 8 38
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, the
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
Research to check the satisfaction level amongst the customers of Suzuki Access 125. This
research was conducted in the LATUR city. This research was done during the months of June -
August. 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
includedopen-ended questions, and multiple- choice question.
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, a 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.
Importance of the Project:
The study will help Suzuki to know what the perception of customers about Access 125cc
is. Whether the awareness level of Access is as high as it should be to gain considerable market
in the city LATUR. The study also helps in knowing the satisfaction level of those who are using
scooters right now of any brand.
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:
This may not be too important when you're just starting out, but a clearly defined customer
service policy is going to save you a lot of time and effort in the long run. If a customer has a
problem, what should they do? If the first option doesn't work, then what? 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'):
Have you ever received a Happy Birthday email or card from a company you were a client of?
Have you ever had a personalized sign-up confirmation email for a service that you could tell
was typed from scratch? These little niceties can be time consuming and aren't always cost
effective, but remember to do them.
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.
Suzuki has keep detail of all customers and make 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 examplehere 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.
CHAPTER 2
OBJECTIVE OF PROJECT WORK
1. To study the problem faced by Suzuki Access 125cc existing customer as well as
potential buyer
2. To study the Indian moped industry and its scenario
3. To study growth and history of two wheeler industry in India.
4. To determine the expectations of the probable customers of Gearless Scooters
5. To determine the awareness of Suzuki Access 125cc
6. To determine the current satisfaction level of the existing Moped users
CHAPTER 3
INDUSTRY PROFILE
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, Key players in the Two-wheeler Industry other than SUZUKI:
BAJAJ AUTO LIMITED:
Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading
Corporation Private Limited. It started off by selling imported two- and three-wheelers in India.
In 1959, it obtained license from the Government of India to manufacture two- and three-
wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it
managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started
producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a
single financial year. In 1995, it rolled out its ten millionth vehicles and produced and sold 1
million vehicles in a year.
BAL has been the market leader in scooters. In 1990s, the near monopolistic market
structure, perhaps, lulled the company into being complacent and they gave way to the
competitors like Hero Honda and TVS. Hero Honda and TVS Suzuki tied up with foreign majors
to bring in the latest in terms of aesthetics and technology, and Bajaj failed to gauge the changing
tastes of consumers.
In 1990s, there was a marked shift in customer preference from scooters to motorcycles.
Bajaj found itself at a loss here, as this was largely an unchartered territory. However the
company soon got its rhythm back and came up strongly with the New 150 CC model of
Motorbike called BAJAJ PULSAR DTSI. The new DTSI engine and the creative advertisement
campaign were the key to the success that the company enjoyed with Pulsar.
The company has not stopped at that. It kept on making changes and introduced
technologies like Disc Brake, Alloy wheels etc. The company now undoubtedly rules the
premium segment market especially in Metros and Urban areas and has a strong brand.
The models that are offered by the company are as follows:
1. Bajaj Kristal dts-I (moped)
2. Bajaj Pulsar 220 cc
3. Bajaj avenger 200 cc
4. Bajaj Pulsar 180 cc
5. Bajaj Pulsar 150 cc
6. Bajaj Discover 135 cc
7. Bajaj discover 125cc
8. Bajaj xcd
9. Bajaj Platina
Thus now bajaj have only one scooter/moped in the name of Kristal in their product line.
HONDA MOTORCYCLE & SCOOTER INDIA PRIVATE LIMITED
Honda Motorcycle & Scooter India Private Limited (HMSI) is the wholly owned Indian
subsidiary of Honda Motor Company, Limited, Japan. Founded in 1999, it was the fourth Honda
automotive venture in India, after Hero Honda, Kinetic Honda Motor Ltd and Honda Siel Cars
India Limited.
The entry of Honda into the Indian market as HMSI began with the launch of the Honda
Activa, a 100cc scooter. A slightly modified trendier version of the Activa was soon launched, as
the Honda Dio. Honda Eterno was launched thereafter to add to the portfolio of HMSI's scooters.
The Honda Unicorn was the first motorcycle released by HMSI. The Honda Shine has since been
released.
Honda Activa is the first scooter model of HMSI for the Indian market. It has revitalized
the Indian scooter market after its launch in the year 2001. Within the 1st year of its launch it has
been awarded the 'Scooter of the Year' by Overdrive magazine and 'Readers Choice Award' for
the best scooter by Auto India Magazine.
The Honda Activa has set a new standard for new era of scooters in India. It has been
developed exclusively for the Indian market after closely examining the changing lifestyles and
needs of the consumers.
The Honda Activa has been designed to cater to the people who believe:
• The conventional Indian scooter is too big and difficult to handle
• The moped is too small and similar to mopeds
The company has managed to grab some share of the premium segment in spite of the
domination of Bajaj Pulsar and Hero Honda Splendor despite of the fact that it was the costliest
bike in the 150 segment.
The models which the company offers are as follows:
1. : Honda Activa (Moped)
2. : Honda Dio (Moped)
3. : Honda aviator (Moped)
4. : Honda Eterno (Moped:
5. Honda Unicorn
6. : Honda Shine
7. : Honda stunner
The Honda Activa (Which is highly successful in the gearless scooter market) is
equipped with a number of new functions and mechanisms, introduced for the first time in India.
It is designed to offer greater functionality, performance, economy, ease of handling and
maintenance to a wide cross-section of the Indian society.
TVS MOTORS LIMITED:
Although not a major player, TVS motors has managed to rule the market in the mopeds
segment with its models like Scooty and Scooty Pep recording high sales especially in two tier
and three tier cities. It has also launched bikes like Fiero and Apache which were able to tap
some amount of market in the bike segment.
TVS Motor Company is the third largest two-wheeler manufacturer in India and one
among the top ten in the world, with annual turnover of more than $ 1 billion in 2007-2008, and
is the flagship company of the $ 4 billion TVS Group.
The company offers the following product in the market:
1: TVS Scooty Pep
2: TVS Scooty streak
3: TVS Flame
4: TVS Apache
5: TVS Star city
The above mentioned competitors contribute about eight percent of the market. Although Hero
Honda still enjoys majority of the share companies like Bajaj and Honda are fiercely and
aggressively challenging the leaders with new technology, aggressive distribution strategy and
innovative and creative sales promotion.
Key competition:
1. Honda active
2. Honda dio
3. Honda aviator
4. Tvsscooty, scooty pep
5. Hero Honda Pleasure
HMSI launched Honda Activa in 2001 and it was a huge success from start. The brand enjoyed
superior product and image perceptions given Honda’s equity and global lineage. Activa was a 4
stroke, automatic (gearless), metal bodied offering which offered superior mileage and
performance. The brand ruled the market with a 44% market share in the gearless scooter
segment. The brand is targeted at men and family. Honda is also ruling this segment market with
dio and newly launched aviator which is gaining a good solid response from the market.
TVS Scooty: The TVS heritage gives the brand perceptions of reliability, easy
availability of spares etc. Moreover the brand had signed up with PreityZinta as its endorser
which further added to its popularity. The brand had entered the market with ABS (plastic)
bodied Scooty Pep (75cc) and later introduced a more powerful Scooty Pep (90cc). However the
brand has discontinued Scooty Pep and now focuses only on Scooty Pep. The brand has recently
created new news by launching 99 colours for its brand and has backed it up with a heavy media
push. The brand is a clear No.2 in the market. It had a market share of 29% before the entry of
Hero Honda Pleasure which has now declined to 26.1%. While the brand is targeted at females it
has tried to maintain a unisex appeal in its advertising.
Prices of competitors as well as Suzuki Access 125cc
PRICES EX- SHOWRROM ON ROAD
Access 125cc 52075 56837
Active 47805 51988
Activa dlx 46940 50214
Aviator 51969 55326
Aviator disk 49112 53883
Dio dlx 45596 49440
Pleasure 40043 45723
CHAPTER 4
COMPANY PROFILE
GANESH SUZUKI ANIL MOTORS PVT. LTD (AUTHORIZED DEALER OF SUZUKI)
GANESH SUZUKI ANAND PVT. LTD is established in January 2007, the director of
GANESH SUZUKI is Mr. ANIL ZANWAR. GANESH SUZUKI is basically a two wheeler
showroom as well suzuki workshop where suzuki bikes and the mopeds are repaired/serviced
etc.
It is the only showroom & workshop in Latur city. The organization structure of GANESH
SUZUKI is as follows
Workshop manager
Asst workshop manager
Supervisor
Receptionist
30 workers/mechanics
Following is the procedure followed for a bike servicing.
Gate Entry
Receive by Service Advisor
Job Card Entry (Opening)
Estimation of Exp.
This Procedure will take less than10 minute then after Service of the Bike is
done.
SERVICE PROCEDURE
MECHANICS / ENGINEER (BIKE WISE)
SPARPART REQUICISION (IF REQUIRED)
FITTING OF SPARPARTS & COMPLETE FORTHER
PROCESS
SPAREPART DEPART.
WASHING THE BIKE
TESTING ON ROAD
SUPERVISOR
DELIVERY TO THE CUSTOMER
SUZUKI MOTORCYCLES GLOBAL HISTORY
In 1909Michio Suzuki founds the Suzuki Loom Company in Hamamatsu, Japan. He builds
industrial looms for the thriving Japanese silk industry. 1937To diversify activities, the company
experiments with several interesting small car prototypes, but none go into production because
the Japanese government declares civilian automobiles “non-essential commodities” at the onset
of WWII.
In 1952 when due to financial problems Suzuki ventured into developing clip on engines to
bicycle frames. The first model was called the Power Free (36cc) and the follow-up model was
the Diamond Free (60cc). Suzuki produced its first motorcycle in 1954 called the Colleda (90cc).
Suzuki built small capacity bikes during the 50s and 60s and had only small export success until
the introduction of the X6 (T20 super six), which gave Suzuki much name credibility. In
1962Using MZ’s technology, Suzuki wins the newly created 50cc class in the World
Championship.
The company will win the class every year until ’67, and win the 125cc class twice in that
period, too. With a well-established name Suzuki dared enter the big bike market and in 1967
Suzuki introduced T500. Which was known as the Titan in America and the Cobra in England?
The name changed over the years to GT500 due to many improvements but it was purely the
sharp price and good reliability, which kept the GT in production until 1977.
SUZUKI MOTORCYCLES INDIAN 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.
PRODUCTS OF SUZUKI MOTORCYCLES
GSX-R1000
Bandit 1250S
Hayabusa 1300
Intruder M1800R
GS150R
Zeus
SlingShot
Access 125
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 ‘10 at 14745 units
compared to 9986 units same month last year.
It has sold 14806units in December ’10 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 2011. It has sold 20441 units
in January ‘11 listing a strong growth of 93% over its sales in January ‘10.
It has sold 21752 units in March ‘11 listing an impressive growth of 76% over its sales in
March ‘10. 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.
CHAPTER 5
PRODUCT PROFILE
(SUZUKI ACCESS 125CC)
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.
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. No
body 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 ACCESS 125 TECHNICAL SPECIFICATIONS:
Dimensions And Dry Mass
Overall length 1780 mm
Overall width 650 mm
Overall height 1125 mm
Wheelbase 1250 mm
Ground clearance 160 mm
Seat height 780 mm
Dry mass 109 kgs
Engine
Type Four-stroke, Air-cooled,OHC
Number of cylinders 1
Displacement 124 cm3 (cc)
Max Power 6.4 Kw@7000rpm
(8.58hp@7000rpm)
Max Torque 9.8Nm@5000rpm (1.0kg-
m@5500rpm)
Air cleaner Non-woven fabric element
Transmission CVT
Starter system Self & Kick Self
Suspension
Front Telescopic
Rear Swing-arm
Brake
Front Drum brake (130 mm)
Rear Drum brake (130 mm)
Tyre Size
Front 90/100-10
Rear 90/100-10
Electrical
Spark plug CHAMPION P-RZ9HC
Battery 12V, 5Ah
Headlamp 12V 35/35W
Fuel Tank : Capacities
Tank capacity 6.4 L
Underseat space 20 L
CHAPTER 6
RESEARCH METHODOLOGY
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 LATUR and communication to elicit responses from
customers. This is a cross sectional study done during the months JUNE-JULY.
The study also aims at findings out the customer satisfaction level of SUZUKI ACCESS
125cc.For the customer satisfaction study a questionnaire was formulated containing 10
questions which were carried out mainly through personal interviews of customers.
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 questionnaire is prepared. Primary Data
was very crucial to collect so as to know various past & present consumer views about Suzuki
Access 125cc 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 Access 125cc 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 Latur.
SAMPLING PLAN:
Data collected has been analyzed and interpreted by using simple percentage method and finally
the data is presented in graphs and charts.
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
CHAPTER 7
DATA PRESENTATION & ANALYSIS
1. Customers awareness about the scooter brands
Type of
scooter
brand
Suzuki
Access
Honda
Activa
TVS
Scooty/pep
Hero
Honda
pleasure
Others Total
Customer
awareness
(%)
75% 80% 90% 40% 30% 100
Access Activa Scooty/pep Pleasure Others0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Analysis:
Respondents were asked about the scooter brands that they were aware of. Majority (90%) of the
respondents said that they were aware of the brand Scooty. Around 75% of the respondents said
that they were aware of the Suzuki Access. Around 80% of the respondents said that they were
aware of the brand Honda Activa Only 30% of the respondents said that they were aware of the
other brand such as Mahindraetc
2. Features preferred as most important by customers of Scooter
Type of
features
Looks
/design Mileage
Easy
Handling Comfort Others Total
No. of
Customers 35 30 18 12 5 100
35%
30%
18%
12%
5%
Column1
style/designmileagehandlingcomfortothers
Analysis:
Looks play a major role in the scooter market as 35 percent prefer looks as the most
important feature over mileage which is preferred by 30% customers
3. Features considered by the customers while purchasing a particular brand.
Features Percentage of Customers
Looks 42
Mileage 22
Comfort 27
safety 17
Total 100
42
2227
17
Features considered by respondents will purchasing scooters
LooksMileageComfortSafety
Analysis:
More than 35 % respondents said that they consider mileage as the most important parameter
while purchasing the scooter of any brand.
4. Most important feature which are like by the customers in Suzuki Access 125cc.
Features Number of Customers
Style 36
Mileage 30
Comfort/Convenience 45
Safety 30
After sales service 10
Others 5
Analysis:
Majority of the customers liked the comfort they get while driving the Suzuki Access
125cc. But not many of them were satisfied about the mileage.
5.Respondents awareness about Suzuki Access.
Respondents aware about the Suzuki Access Respondents did not aware about the Suzuki
Access
75 25
75%
25%
Awarness about Suzuki Access
awareunwawae
Analysis
Out of the total customers who are the probable buyers it was found that about 75 percent
were aware of the Suzuki Access
6. Customer’s perception about overall performance of Suzuki Access.
Type of
Performance
Excellent Very Good Good Average Below
average
Percentage 20 25 28 17 10
excellent Very good Good Average Below average0
5
10
15
20
25
30
20
2528
17
10
Analysis:
Nearly 73 % respondents are satisfied about the performance of the Hero Honda pleasure
while the remaining 27% are not satisfied about the performance of Hero Honda pleasure. Out of
them 10% told that the performance of Suzuki Access is below average.
7. Percentage of respondents satisfied with the Suzuki Access.
Percentage of respondents satisfied with Suzuki
Access
yes 84
no 16
Analysis:
84 % of scooter users are satisfied while 16% are unhappy with their Suzuki Access.
P erc entag e of res pondents s atis fied with the s c ooter
84%
16%
yesno
8. WHAT ABOUT THE PRICE OF SUZUKI ACCESS 125?
35
65
Price
highly pricedAverage price
ANALYSIS:
In this pie chart 65% customer are think that Suzuki Access 125 price is average and 35%
customer are think that Suzuki Access 125cc price is high.
HIGHLY PRICED AVERAGE PRICE
RESPONDENTS 35 65
PERCENTAGE (%) 35 65
9. SATISFIED WITH SERVICE FROM THE SHOWROOM?
YES NO
RESPONDENT 82 18
PERCENTAGE (%) 82 18
82
18
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
FINDINGS
The survey shows that looks play the major role in the scooter market as 35% prefers
looks as most important feature
The survey shows that majority of the customers liked the comfortness of Suzuki access
125cc
The survey show that 56% customer are average & 28% customer are good perception
about Suzuki automobile product
The survey shows that 84% of the customers are satisfied Suzuki Access
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 in India the most compare brand against SMPIL is Honda 36%,
Hero Honda 34% and Bajaj 21%.
The survey shows that 60% customers like Suzuki Access 125 and 40% are average .
The survey show that in the customer mind price of Suzuki Access 125 is average 76%,
and 22% highly price.
The survey shows those 43% customers are believed that quality is the best thing in
Suzuki Access 125.
Irregular supply of spare parts from the company resulted into the inconvenience of the
customers
LIMITATIONS
This research is geographically restricted to Latur city 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 .
Findings are based on sample survey.
All interview questions were 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 as well as our suggestions as a
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.
Suzuki should introduce a low price moped.
All parts should be available at service station. Because sometime
customer face the problem that parts are not available.
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.
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
CHAPTER 13
ANNEXURE
QUESTIONNAIRE
Personal Information
Name:_________________________________________________________________
Age:
1. Customers awareness about the scooter brands
Type of
scooter brand
Suzuki
Access
Honda Activa TVS
Scooty/pep
Hero Honda
pleasure
Others
Customer
awareness
(%)
2. Features preferred as most important by customers of Scooter
Type of
features
Looks
/design Mileage
Easy
Handling Comfort Others
Percentage of
Customers
3. Features considered by the customers while purchasing a particular brand.
Features Percentage of Customers
Looks
Mileage
Comfort
Safety
4. Most important feature which are like by the customers in Suzuki Access 125cc.
Features Number of Customers
Style
Mileage
Comfort/Convenience
Safety
After sales service
Others
5. Respondents awareness about Suzuki Access.
Respondents aware about the Suzuki Access Respondents did not aware about the Suzuki
Access
6. Customer’s perception about overall performance of Suzuki Access.
Type of
Performance
Excellent Very Good Good Average Below
average
Percentage
7. Percentage of respondents satisfied with the Suzuki Access.
Percentage of respondents satisfied with Suzuki
Access
Yes
No
8. WHAT ABOUT THE PRICE OF SUZUKI ACCESS 125?
HIGHLY PRICED AVERAGE PRICE
RESPONDENTS
PERCENTAGE (%)
9. SATISFIED WITH SERVICE FROM THE SHOWROOM?
YES NO
RESPONDENT
PERCENTAGE (%)
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