Customer Satisfaction Toward Maruti Suzuki
Customer Satisfaction Toward Maruti Suzuki
Customer Satisfaction Toward Maruti Suzuki
Place: Hyderabad
Date:
(Namexxxxxxxxx)
ABSTRACT
The main aim and objective of study is to find out customer satisfaction of Maruti cars
and to find the satisfaction level regarding the opinions, attitudes, and perception of
consumers using Maruti vehicles.
The main basis on which customer satisfaction level analyzed towards Maruti
vehicles are price, spare parts availability, mileage, and maintenance cost of the car.
Customer satisfaction depends on a products perceived performance in delivering
value relative to a buyers expectations. If the products performance falls short of the
customers expectations, the buyer is dissatisfied. If performance matches expectations,
the buyer is satisfied. If performance exceeds expectations, the buyer is satisfied. If
performance exceeds expectations, the buyer is delighted.
The data collected in this research is primary data and secondary data. The
primary data is collected through the mode of questionnaire. The sample size of research
is 100.
The research gives information about the customers are satisfied with Maruti
vehicles because of factors like availability of spares, service given at service station, low
maintenance cost, and price of vehicle is less when comparing to other brands present in
the market.
The customers are really looking for the good pickup vehicles in the Maruti
brand. By this we can say that company need to concentrate on fuel efficient and
attractive design cars to attract the all age groups.
Out of 100 respondents it is observed that 83% of respondents are feeling that the
overall performance of the Maruti vehicles is good, and 17% of respondents are feeling
that the overall performance of Maruti vehicles is excellent.
TABLE OF CONTENTS
Chapter- I
GENERAL INFORMATION
IMPORTANCE OF THE STUDY
SCOPE OF THE STUDY
OBJECTIVES OF THE STUDY
Chapter- II
INDUSTRY PROFILE
BRIEF DESCRIPTION OF THE ORGANIZATION
PRODUCT PROFILE
Chapter- III
REVIEW OF LITERATURE
Chapter: - IV
METHODOLOGY
RESEARCH DESIGN
DATA COLLECTION
SAMPLING
ANALYSIS
Chapter- V
DATA ANALYSIS AND INTERPRETATION
Chapter- VI
FINDINGS
CONCLUSION
RECOMMENDATIONS
APPENDIX
BIBLIOGRAPHY
Page numbers
1-2
3
4
5
6-15
16-26
27-33
34-42
43-46
47-68
69
70
71
72-74
75
Chapter I
GENERAL INFORMATION
IMPORTANCE OF THE STUDY
SCOPE OBJECTIVES
Chapter II
INDUSTRY PROFILE
BRIEF DESCRIPTION OF THE ORGANIZATION
PRODUCT PROFILE
Chapter III
REVIEW OF LITERATURE
Chapter IV
METHODOLOGY
RESEARCH DESIGN
DATA COLLECTION
SAMPLING
ANALYSIS
Chapter V
DATA ANALYSIS AND INTERPRETATION
Chapter VI
FINDINGS
CONCLUSION
RECOMMENDATIONS
INTRODUCTION OF MARKETING
MEANING AND DEFINITION OF MARKETING
Marketing, more than any other business functions deals with customers. Creating
customer value and satisfaction are the heart of modern marketing thinking and practice.
Marketing is the delivery of customers by promising superior value and to keep current
customers by delivering satisfaction.
The American marketing association has defined marketing, as marketing is the
performance of business activities that direct the low of goods and services from
producer to consumer or user.
In the words of Cundiff and Still marketing is the tem used to describe
collectively those business functions most directly concerned with the demand
stimulating and demand-fulfilling activities of the business enterprise.
Philip Kotler definition of marketing is marketing is a social and managerial
process by which individuals and groups obtain what they need and want through
creating and exchanging products and value with other.
FUNCTIONS OF MARKETING
Marketing as business authorities conceive it today is aboard function of business
composed of many elements.
Until recently even outstanding authorities defined marketing as the performance
of business activities that direct the flow of goods and services from producer to customer
or user. While this definition still not broad enough. It does not encompass the idea that
marketing also includes the identification of the market and the markets needs and that is
guides the development of the products and services to fulfill those needs profitably.
For a study/research to be
systematic there must be two qualities in the least. First, it should be orderly so that the
measurements have accuracy and there is a fair cross-section. Second, it should be
implemented in analysis and interpretation.
Now for a research to be systematic it should be planned in advance. Moreover to
complete it, it should be interpreted.
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analysis and interpreting data about problems (or opportunities) relating to the marketing
of goods and services.
The study is to find out the level of Customer Satisfaction on sales towards the Maruti
vehicle. And to find out the Satisfaction on the performance of varun motors.
To find out this, I have done the survey.
Customer Survey: Finding out the customer satisfaction on sales towards Maruti
vehicle with reference to Maruti Suzuki Udyog Ltd.
Finding out the customer satisfaction on dealership performance towards
Varun Motors Ltd.
For this survey, I have prepared a questionnaire; through this I collected data from
customers.
Sample Size of survey is 100 consumers. By analyzing these questionnaires, I found out
the level of customer sales satisfaction on Maruti.
In this report, I explained the analysis of questionnaire through graphs and tables.
11
12
The study has been conducted in the twin cities the respondents chosen randomly the
sample size has been limited to 100, which may restrict to scope of complexity of the
study. The scope of the project could be broadened if the project duration is extended
and the strength be raised.
To know whether the dealer renders after sales service, and if he, how far the
consumers are satisfied with services rendered by dealer.
To know the factors that influences the customer, to switch the brand.
To know the customers are satisfied with price and service network
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INDUSTRY PROFILE
Modern marketers are concentrating on the needs and wants of the people, and then
producing products, which satisfy those needs.
A turning point in transport came when the wheel was invented. One good point about
mean is that he never been satisfied with his achievements. He always tries to improve
his living conditions.
As time passes in 1888 Benz Company invented the first car in the world. In early 1900
year, lot of changes took place in culture, life style, standard of living was improved. So
many industries have entered in this field (4 wheelers) to improve the QUALITY of the
product in different parameters.
As well as in 1928 the first imported car was introduced in India, In 1942 Hindustan
Motors was incorporated and in 1944 Premiere automobiles was started its manufacture.
The growth was very less, but in early 90s tremendous changes took place in all
industries because of Globalization.
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message was that the act of buying a new car was simply a monitory transaction which
resulted in a great favor being bestowed on the customer.
Over a period of more than two decades the Indian Automobile Industry has been driving
its own growth through phases. The entry of Suzuki Corporation in Indian passenger car
manufacturing is often pointed as the first sign of India turning to a market economy.
Since then the automobile sector witnessed rapid growth year after year. By late-90's the
industry reached self reliance in engine and component manufacturing from the status of
large scale importer.
With comparatively higher rate of economic growth rate index against that of great global
powers, India has become a hub of domestic and exports business.
The automobile sector has been contributing its share to the shining economic
performance of India in the recent years. With the Indian middle class earning higher per
capita income, more people are ready to own private vehicles including cars and twowheelers. Product movements and manned services have boosted in the sales of medium
and sized commercial vehicles for passenger and goods transport.
The data obtained from Ministry of Commerce and Industry, shows high growth obtained
since 2001-02 in automobile production continuing in the first three quarters of the 200405. Annual growth was 16.0 per cent in April-December, 2004; the growth rate in 200304 was 15.1 percent the automobile industry grew at a compound annual growth rate
(CAGR) of 22 per cent between 1992 and 1997.
With investment exceeding Rs. 50,000 crore, the turnover of the automobile industry
exceeded Rs. 59,518 crore in 2002-03. Including turnover of the auto-component sector,
the automotive industry's turnover, which was above Rs. 84,000 crore in 2002-03, is
estimated to have exceeded Rs.1,00,000 crore ( USD 22. 74 billion) in 2003-04.
15
Government has liberalized the norms for foreign investment and import of technology
and that appears to have benefited the automobile sector. The production of total vehicles
increased from 4.2 million in 1998-99 to 7.3 million in 2003-04. It is likely that the
production of such vehicles will exceed 10 million in the next couple of years.
The industry has adopted the global standards and this was manifested in the increasing
exports of the sector. After a temporary slump during 1998-99 and 1999-00, such exports
registered robust growth rates of well over 50 per cent in 2002-03 and 2003-04 each to
exceed two and- a-half times the export figure for 2001-02.
Automobile Export Numbers
16
As the players continue to introduce new models and variants, the competition may
intensify further. The ability of the players to contain costs and focus on exports will be
critical for the performance of their respective companies.
The auto component sector has also posted significant growth of 20% in 2003-04, to
achieve a sales turnover of Rs.30, 640 crore (US$ 6.7 billion). Further, there is a potential
for higher growth due to outsourcing activities by global automobiles giants. Today, this
sector has emerged as another sunrise sector.
Even Growth
Opposing the belief that the growth in automobile industry has catered only to the top
income-stratum of society, Growth of exports of 32.8 % in the first three quarters of
2004-05, the fastest growth in volumes has come from commercial vehicles as against
passenger cars.
Between 1998-99 and 2003-04, output of commercial vehicles has grown 2.8 times
compared to the 2.2 times increase in passenger cars. Furthermore, two-wheeler output
continues to dominate the volume statistics of the sector. In 2003-04, for every passenger
car turned out by the sector, there were 7 two-wheelers produced. In the two wheeler
segment, there is a greater preference for motorcycles followed by scooters, with both
production and domestic sales of motorcycles increasing at faster rates than for scooters
in the current and previous years. However, mopeds have registered low or negative
growth. Export growth rates have been high both for motorcycles and scooters.
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Industry Structure
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The Indian car market has been divided in to small cars, mid size cars, luxury
cars and multi utility vehicles.
Small cars:
It is the most preferable small car segment in Indian economy.
Under this
segment we have Maruti 800, Maruti Wagon R, Maruti swift, Tata Indica, Hyundai
Santro, Fiat Palio, and Maruti Alto, Maruti Zen Estilo, Tata Nano, i10, spark, Astar etc.
These are the best suitable for Indian middle class people. These cars also suit
Indian roads and traffic conditions. The concept of small cars has emerged from Japan.
Small cars are fuel efficient with latest sleek look and advanced technology.
Luxury Cars:
The elite members of the society use these luxury cars. The luxury cars symbol of
success of a man.
Under this we have Maruti Grand Vitara, Ford Mondeo, Skoda Octavia, Skoda
Laura, Hyundai Sonata, Hyundai Elantra, Toyota Corolla, Toyota Cramy, Mitsubishi
Lancer, Mitsubishi Cedia, Honda Civic, Honda CRV, Honda Accord, Chevrolet optra,
Mercedes-Benz (S-class,E-class), etc.,
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Car Segments:
With the expansion of Indian Automotive Market over a period of time the car
models have been grouped in to the following segments.
Maruti800, Omni.
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A 1 (Mini-Up to 3400mm)
Maruti800
A 2 (Compact-3401 to 4000mm)
A3 (Mid-Size-4001 to 4500mm)
A 4 (Excutive-4501 to 4700mm)
A 5 (Premium-4701 to 5000mm)
Mercedes S-class,
C (Van Type)
Omni, Versa.
B2 (Passenger Carrier)
A1
1
A2
3
1
2
A3
2
1
2
1
2
1
1
1
A4
1
1
1
1
2
1
3
The above table shows the coverage of passenger car segments of different industry
players in India. The table showing the number of models they are introduced into the
market in passenger car segment.
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The Indian market was fuelled by entry of Maruti800 and A 1 Segment car was the
largest selling segment in market for many years and is still the single largest selling
model. With the entry of Zen in Indian market MUL offered the upgrade option to A 1
segment owners as well as new buyers.
The present trend of market shows the tremendous growth in A 2 segment the volumes of
which has already crossed the A 1 segment in nos. and presently constitutes approx 50%
of total car market. It appears that A 2 segment will continue to be the largest selling for
many more years.
Maruti has 3 models with 13 variants in the growing A 2 segment and is continuously
consolidating its position in the segment.
With the continuously evolving market the A 3 segment is expanding at slow and
consistent rate. MUL has 2 models in the segment with 7 variants to suit customer
requirements.
The largest expansion is happening in A4 segment through importing completely built up
cars. However the volumes sold are very small and are limited to bigger cities.
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Country
UK
Japan
Germany
USA
India
Market Share
20.1%
27.8%
28.2%
28.7%
54.5%
Industry Players:
Hindustan Motors.
Skoda Octivia
TELCO
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COMPANY PROFILE
QUICK FACTS
Year of Establishment
February 1981
"The Leader in The Indian Automobile Industry,
Vision
Industry
Automotive
- Four Wheelers
Joint Venture
Office
Works
Website
www.marutiudyog.com
Maruti Udyog Limited (MUL) was established in February 1981 through an Act of
Parliament, to meet the growing demand of a personal mode of transport caused by the
lack of an efficient public transport system.
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A license and a joint Venture agreement were signed between Govt. of India and Suzuki
Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982. By which
Suzuki acquired 26% share of equity, with an option to increase it to 40% Suzuki
exercised. In 1987 by increased its option equity to 40%. Suzuki Motor corporation
further increased equity to 50% in the year 1992, converting Maruti Udyog Limited into a
non-government company. Marutis total equity is 1322.92 million.
Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the
leader of the Indian car market for about two decades. Its manufacturing plant, located
some 25km south of New Delhi in Gurgaon, has an installed capacity of 3,50,000 units
per annum, with a capability to produce about half a million vehicles.
The company has a portfolio of 10 brands, including Maruti800, Omni, Premium small
car Zen, international brands Alto and Wagon R, off-roader Gypsy, mid size Esteem,
luxury car Baleno, the MPV, Versa and Luxury SUV Grand Vitara XL 7.
In recent years, Maruti has made major strides towards its goal of becoming Suzuki
Motor corporations R and D hub for Asia. It has introduced upgraded versions of
Wagon R, Zen and Esteem, completely designed and styled in-house.
Marutis
contribution as the engine of growth of the Indian auto industry, indeed its impact on the
lifestyle and psyche of an entire generation of Indian middle class, is widely
acknowledged. Its emotional connect has also been ranked number one in J D Power
Sales Satisfaction Survey 2004.
Maruti products including Maruti800, the Zen and the Esteem have been rated best cars
in their category in Total Customer Satisfaction Survey 2004 conducted by TNS
Automotive.
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The companys quality systems and practices have been rated as a benchmark for the
automotive industry world-wide by A V Belgium, global auditors for International
Organization for Standardization.
In keeping with its leadership position, Maruti supports safe driving and traffic
management through mass media messages and a state-of-the art driving training and
research institute that it manages for the Delhi Government.
The companys service business including sale and purchase of pre owned cars (True
Value), lease and fleet management service for corporate (N2N), Maruti Insurance and
Maruti Finance are now fully operational. These initiatives, besides providing totally
mobility solutions of customers in a convenient and transparent manner, have helped
improve economic viability of The Companys dealerships.
The company is listed on Bombay Stock Exchange and National Stock Exchange.
This section provides corporate overview of Maruti Udyog. its vision, quality systems
and technology, along with a brief historical perspective. It also offers a link to Suzukis
global site, information about export operations and details of the companys social
initiatives in the field of road safety, safe driving, Driving Training Institute and
environment care.
Additionally, this section contains information for those seeking career and business
opportunities with Maruti. It gives information on multiple channels for contacting the
company. There is also a link for accessing the monthly newsletters. If you are looking
for the latest media coverage on Maruti Udyog, theres special section devoted to News
& Events.
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The Revolution:
Maruti created history by going into production in a record 13 months.
ON 14th
December 1983, the then Prime Minister of India, Mrs.Indira Gandhi, released the first
vehicle for sale by handing over the keys of a Maruti800 to Mr. Harpal Singh of Delhi.
MUL exceeds the volume targets, and in March 1994, MUL became the first Indian
company to produce over one million vehicles, a landmark yet to be achieved by any
other car company in India. Maruti is the highest volume car manufacturer in Asia,
outside Japan and Korea, having produced over 4 million vehicles by April 2003.
Maruti is one of the most successful automobile joint ventures and has made profits every
year since inception till 2000-01. In 2000-01 although MUL generated operating profits
on an income of Rs.92.5 billion, high depreciation on new model launches resulted in a
book loss. MUL is on the track for profits in 2001-02, with a profit of Rs.300 million in
the first half. In this period sales have increased by 5.3%, against an industry decline of
6.1%.
Maruti revolutionized type way Indians looked at cars. No other car company so
completely dominates its home market (The Economist). Maruti holds about 60% of
the total market share. MUL is the first and only car company in the world to lead its
home market in terms of both market share and in the JD Power Customer Satisfaction
study (JD Power Asia Pacific 2000 India Customer Satisfaction studies). It is also the
only car company in the world to be Top ranked four times in a row (2000-2001, 2002
&2003). Despite there being 15 companies in the passenger car market.
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Transfer of Technology:
Every minute two vehicles roll out of the Maruti Plant. It is therefore imperative that the
transfer of contemporary technology from our partner Suzuki is a smooth process. Great
stress is laid on training and motivating the people who man and maintain the equipment,
since e the best equipment alone cannot guarantee high quality and productivity.
From the beginning it was a From the beginning it was a conscious decision to send
people to Suzuki Motor Corporation for on-the-job training for line technicians,
supervisors and engineers.
This helps them to imbibe the culture in a way that merely transferring technology
through documents can never replicate. At present 20% of our workforce have been
trained under this program.
Joint venture with SMC Japan, the most technically advanced compact car manufacturer
in the world.
MUL is the market leader in the introduction of auto technology, while most other
manufactures bringing in dated models from their collaborators.
MUL has introduced the latest 16*4 Technology for engines.
Technology that has been tried tested and trusted around the world for reliability,
economy & performance.
MUL Vision:
The Leader in the Indian Automobile Industry,
Creating Customer Delight and Shareholders Wealth;
A Pride of India.
Customer Obsession
Fast, Flexible and First Mover
Innovation and Creativity
Networking and Partnership
Openness and Learning
Company Mission:
To provide a wide range of modern, high quality fuel efficient vehicle in order to meet
the need of different customers both domestic and export markets. There are 258 sales
outlets, 1838 service centers across 922 cities as on 01-03-2008. Service available in 41
cities across the country.
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Maruti Plus:
Express High way Service:
Introduced with service stations at convenient locations on National Highways.
Maruti Finance:
Increasing afford ability of purchases for the customer. To improve purchase
experience of the customer. Increased ownership of dealer over the customer buying
process.
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Maruti Insurance:
Near cashless transaction
Quality repair by trained manpower
No loading insurance premium for claims
Maruti N 2 N:
End-to-End fleet management services designed for companies to free them of all the
hassles of manufacturing company cars.
Customized car policies
Accident Repairs
Maintenance Servicing Registration Insurance
Emergency Assistance
Extended Warranty:
Total peace of mind
Maruti assurance
Assured reliability of use of vehicle up to 4 years
No need to pay towards cost of parts as well as labor.
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BOARD OF DIRECTORS:
MUL is a board managed company. Currently the directors on the Board are:
Position
Personnel
Chairman
Managing Director
Directors
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Product Range
12 Models with 45 variants to satisfy all customer need.
At least 2 models available in A1, A2 and A3 segments.
Models available to meet varied requirements of the customers lifestyle.
Models & Variants available to suit various customers needs.
Range of vehicles to support physically challenged persons.
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34
35
GYPSY
The Pioneering 4*4 in India
Go Anywhere
Guarding India
Any Climate
36
37
GRAND VITARA
Vitara, Suzukis top of the line model is being imported as completely built unit.
Got very positive response when it was displayed at Auto Expo 2000.
38
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INFRASTRUCTURE:
HYDERABAD:
Showroom is situated in the prime locality of Begum pet main road with a
3500sft.space. And work shops are located in Begum pet and Balanagar prime locations.
Begum pet workshop is constructed with a space of 1500 sft. And equipped with MUL
trained mechanics. Balanagar work shop constructed with 3600sft. Built up area in 3
levels. It is situated just 6Kms away from showroom having MUL trained mechanics and
equipped with modern equipments.
VISAKHAPATNAM:
Showroom is situated in prime locality of siripuram with a 17000sft, space. It is
one of the biggest show room in Maruti dealership.
Workshops are located one in siripuram with 1700sft. Another in Gajuwaka admeasuring
2500sft. & equipped with MUL trained mechanics and most modern equipments.
Dealership Achievements:
The management practices at Varun complements the pursuit of perfection. The speed of
adaptation to change and commitment to growth largely boosted the operational
efficiency of the organization. Varun's Zero Defect approach that has driven it to upgrade
its operating systems continuously earned it the 180 certification and No.1 position in the
market. Behind the success of Varun Group lies the saga of team work, aggressive
marketing, dedication, discipline, higher levels of sensitivity towards customers and
excellent HR practices. Varun's immense focus on service and customer care blitzes the
competition whilst its showrooms and workshops are also top notch. For example,
Varun's Maruti showroom in Visakhapatnam is the largest showroom in India whilst
Varun's workshops are equipped with up to date technology, modern inventory and world
class facilities. Our Maruti dealership at Vijayawada is in an outstanding 3S facility.
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Awards:
Our practices and performance have made us the largest automobile dealer in A.P and
one of the top dealers for Bajaj and Maruti in the country. Below are few of our
dealership achievements at the national level.
Varun Motors was awarded Maruti PLATINUM thrice consecutively for the past 3 years
in Balanced Scorecard (Platinum award is the highest rated award in Maruti). Adjudged
Indias No.1 Maruti dealer in Balanced Scorecard in 2003-2004.
Our very successful best practices like Customer Education Meet, Exclusive Test Drive
Team and few other HR practices have been adopted by other dealerships across the
nation. Committed customer service got us the ISO 9001-2000 Certification.
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REVIEW OF LITERATURE
Satisfaction:
Satisfaction is a persons feelings of pleasure or disappointment resulting from
comparing a products perceived performance (out come) in relation to his or her
expectations.
As this definition makes clear, satisfaction is a function of perceived performance and
expectations.
If the performance falls short of expectations, the customer is dissatisfied.
If the
Satisfaction.
Consumers from their expectations on the basis of messages received from sellers,
friends and other information sources.
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Customer Satisfaction:
Customer Satisfaction may be defined as a qualitative measure where in a customer
experiences various degrees of satisfaction until the performance of the product matches
his expectations.
Customers satisfaction with a product depends on the products performance relative to
the buyers expectations. If the performance of the product falls short of his expectations
the customer is dissatisfied. If the performance of the product matches his expectations
the customer is satisfied. If the performance of the product exceeds his expectations the
customer is highly satisfied. Customer Satisfaction can be achieved through quality,
value and service.
For a customer-centered company customer satisfaction is both a goal as well as a major
factor in the companys success. Companies that achieve high customer satisfaction
ratings must make sure that their target customers come to know of it. The companies
must realize that highly satisfied customers produce several benefits to the company.
They are fewer prices sensitive and they remain customers for the longer period. They
also talk favorably to the others about the company and its product and services.
Although customer-centered firms seek to deliver a high level of customer satisfaction
than their competitors, they do not attempt to maximize the customer satisfaction. A
company can always increase customer satisfaction by lowering the price and increasing
its services. But this may result in lower profits. The company may be able to increase
profitability along with customer satisfaction by improving its manufacturing or investing
on the R & D.
Satisfaction is the customers fulfillment response. It is a judgment that a product or
service feature, or the product or service itself, provides a pleasurable level of
consumption-related fulfillment.
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In less technical terms, we translate this definition to mean that satisfaction is the
customers evaluation of product or service in terms of whether that product or service
has met their needs and expectations. Failure to meet needs and expectations is assumed
to result in dissatisfaction with the product or service.
In addition to a sense of fulfillment in the knowledge that ones needs have been met,
satisfaction can also be related to other types of feelings, depending on the particular
context or type of service. For example, satisfaction can be viewed as contentment
more of a passive response that consumers may associate with services they dont think a
lot about or services that they receive routinely over time. Satisfaction may also be
associated with feelings of pleasure or services that make the consumer feel good or
associated with a sense of happiness. For those services that really surprise the consumer
in a positive way, satisfaction may mean delight. And in some situations, where the
removal of a negative leads to satisfaction, the consumer may associate a sense of relief
with satisfaction.
It is also important to recognize that although were tend to measure customer satisfaction
at a particular point in time as if it were static. Satisfaction is dynamic, moving target
that may evolve overtime. Influenced by a variety of factors. Particularly when product
usage or the service experience takes place over time, satisfaction may be highly variable
depending on which point in the usage or experience cycle one is focusing on. Similarly,
in the case of very new services or a service not previously experienced, customer
expectations may be barely forming at the point of initial purchase; these expectations
will solidify as the process unfolds and consumer begins to form his or her perception.
Through the service cycle the consumer may have a variety of different experiences
some good, some not good-and each will ultimately impact satisfaction.
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Customer Emotion
Customers emotions can also affect their perceptions of satisfaction with products and
services. These emotions can be stable, preexisting emotions.
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Customer Perceptions
How customers perceive services, how they assess whether they have experienced quality
service, and whether they are satisfied.
Customers perceive services in terms of the quality of the service and how satisfied they
are overall with their experiences.
satisfaction have been the focus of attention for executives and researchers a like over the
last decade or more. Companies today recognize that they can compete more effectively
by distinguishing themselves with respect to service quality and improved customer
satisfaction.
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They send
questionnaires or make phone call to random sample of their recent customer to find out
how they feel about various aspects of the companys performance.
They will solicit buyers view on the competitors.
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While collecting customer satisfaction data it would be useful asking additional questions
to measure the customers repurchase intention. This will normally be high if the
customer satisfaction is high.
It would be useful to measure the likelihood or willingness to recommend the company
and brand to other persons. A high positive word or mouth score indicates that the
company is producing high customer satisfaction
Ghost Shopping:
Companies can hire persons to pose as potential buyers to report their findings on strong
and weak points they experienced in buying the companys and competitors product.
Satisfaction:
Satisfaction is a function of perceived performance and expectation. If the
performance matches the expectations the customer is satisfied. If the performance
exceeds the expectations the customer is highly satisfied and delighted. If the
performance does not match the expectations the customer is dissatisfied. Satisfaction is a
persons feelings of pleasure or disappointment resulting from comparing a products
perceived performance (out-come) in relation to his/her expectation. The link between
customer satisfaction and customer loyalty is proportional. The key to generating high
customer loyalty is to deliver high customer value. A companys value proposition is
much more than its positioning on a single attribute. Most of the successful companies
are raising expectations and delivering performances to match. These companies are
aiming for TCS Total Customer Satisfaction. Customer satisfaction is both a goal and
a marketing tool. Companies that achieve high customer satisfaction ratings make sure
that their target market is known.
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Ghost Shopping
The study is to find out the level of Customer Satisfaction on sales towards the Maruti
vehicle. And to find out the Satisfaction on the performance of Varun motors.
To find out this, I have done the survey.
Customer Survey: Finding out the customer satisfaction on sales towards Maruti
vehicle with reference to Maruti Suzuki Udyog Ltd.
Finding out the customer satisfaction on dealership performance towards
Varun Motors Ltd.
For this survey, I have prepared a questionnaire; through this I collected data from
customers.
Sample Size of survey is 100 consumers. By analyzing these questionnaires, I found out
the level of customer sales satisfaction on Maruti.
50
In this report, I explained the analysis of questionnaire through graphs and tables.
Methodology used in collection of data is;
1. Survey Research method
2. Primary source of Data
Questionnaires
Direct Interviewing
Text books
Internet
Newspapers
Magazines
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METHODOLOGY
Data collection is most essential aspect of any research because the whole result of
research depends on the data and information hence, the methodology adopted by me to
collect the data final interpretation were through.
1. Survey Research:
This kind of research finds favor with almost all the social science researches. It is one of
the most popular methods of investigation, because a study of the attributes and variables
in relation to the population (The entire group of people, inhabitants, items etcunder
study) is easier and is more accurate.
Its suffers from a negligible magnitude of error. Now-a-days sample survey has become
an effective method for research. This is possible with the help of personal interviews
which are backed by questionnaires, direct oral observations. Indirect oral observations
and etc
52
53
4. Library Survey:
This was also undertaken for the collection of data. This type of research is based on
books like periodical, journals, documentations, and secondary data etc which are
available in the library.
5. Sample Size:
By using judgment Random Sampling Technique 100 respondents are selected for the
purpose of the study. Direct questionnaires are used to survey the customers.
54
SURVEY ANALYSIS
SATISTICAL TOOLS
Data Collection
Data is collected with prepared questionnaire by arranging personnel interviews when
customers are taking their vehicle at the delivery counter in the Varun Motors showroom.
Data Analysis
Consider the manner of data collection adopted the study analyzed the data on a
qualitative basis by decipher in individual opinion various options collected from
respective respondents are analyzed separately.
Data Interpretation
The data collection from each and every user is analyzed and interpreted individually
then compared together and presented in the form of tables and charts. In each table the
total respondents for particular questions predicted among them. The alternative answers
were for the particular questions are traced. The high percentage of the answer is taken
has correct answer then the data for that answer has been analyzed.
55
Models
No. of Respondents
Percentage
Maruti 800
19
19
Omni
04
04
Wagon R
07
07
Alto
32
32
Zen estilo
12
12
Swift
13
13
Swift Desire
09
09
SX-4
04
04
100
100%
56
Table: 1
Model of New Car Purchased
32
35
30
25
No. of
20
Respondents 15
19
12
10
13
9
5
0
Maruti
800
Omni
Wagon
R
Alto
Zen
estilo
Sw ift
Sw ift
Desire
SX-4
Model Nam e
Figure: 1
Interpretation:
From the above evident, we can say that most selling car in Maruti is Alto, having the 32
respondents here. And next most selling vehicles are the Maruti800, Swift & Zen Estilo,
having 19, 13 & 12 respondents respectively. And next upcoming vehicle is Swift Desire,
having 09 respondents over here. Wagon R has only 07 respondents, and other models
have less sales according to this study.
57
Modes
No. of Respondents
Percentage
News papers
11
11
Magazines
23
23
Tv ads
19
19
Friends / Relatives
47
47
100
100%
Table: 2
58
M ode of awareness
50
40
30
No.of
Respondents
20
10
47
23
19
11
0
News
papers
Magazines
Tv ads
Friends /
Relatives
Mode
Figure: 2
Interpretation:
From the above chart, we observe that awareness is mainly from the friends/relatives with
47% and then we see through magazines, T.V.ads and followed by news papers.
S .No
Crucial
No. of Respondents
Percentage
Price
34
34
Mileage
53
53
Service
Brand Image
59
TotalNo.ofRespondents
100
100%
Table: 3
Brand Image
Service
53
Mileage
34
Price
0
10
20
30
40
50
60
Figure: 3
Interpretation:
From the above chart, It is concluded that 34% of them say that price is crucial, 53% of
them say mileage and7% & 6% of them say service and brand image.
Reasons for
buying
Maruti
Fuel efficient
No. of
Respondents
Suits my
needs
Easy
Good for
maintenance Indian
Roads
76
55
88
68
Trust
worthy
Fuel
efficient
79
68
79
Trust worthy
Table: 4
88
55
Easy maintenance
76
Suits my needs
0
10
20
30
40
50
60
60
70
80
90
100
Figure: 4
Interpretation:
From the above evident, we can say that most of the respondents said main reason is
Maruti vehicle is good for Indian roads. And also other main reason is Maruti trust
worthy. After this other reason is Maruti vehicle suits their needs. They also saying that
Maruti vehicle is fuel efficient. And also saying Maruti is easy maintenance vehicle.
Influenced
No. of Respondents
Percentage
Yourself
48
48
Family
36
36
Friends
Advertisement
10
10
100
100%
Table: 5
61
48
36
10
A
dv
er
tis
em
en
t
Fa
m
ily
Fr
ie
nd
s
6
Y
ou
rs
el
f
60
50
40
30
20
10
0
Figure: 5
Interpretation:
From the above evident, we can say that 48% of them are influenced by them self and
36% of them feel family play a vital role to purchase their vehicle. And next
followed by advertisement and friends.
No. of Respondents
Percentage
Quality &
Technology
Very satisfied
78
78
Satisfied
19
19
Indifferent
03
03
Dissatisfied
00
00
100
100%
62
19
3
Very
satisfied
Satisfied
Indifferent
0
Dissatisfied
Level of Satisfaction
Figure:6
Figure: 6
Interpretation:
From the above evident, we can say that 78% of respondents are vert satisfied with the
Marutis quality & technology. And 19% of respondents are satisfied and remaining 3%
are indifferent. From this we can say that 97% are satisfied with the quality and
technology.
No. of Respondents
Percentage
Luxury &
Spacious
Very satisfied
81
81
Satisfied
15
15
Indifferent
04
04
Dissatisfied
00
00
100
100%
63
Table: 7
Luxury and Spacious
90
80
70
60
No. of
50
Respondents 40
30
20
10
0
81
15
4
Very
satisfied
Satisfied
Indifferent
0
Dissatisfied
satisfaction level
Figure: 7
Interpretation:
From the above evident, we can say that 81% respondents are very satisfied with the
Marutis Luxury and Spacious. And 15% of respondents are satisfied and remaining 4%
are indifferent. From this we can say that 96% are satisfied with the quality &
technology.
S. No
Price
No. of Respondents
Percentage
High
06
06
Reasonable
37
37
57
57
Price of MARUTI
60
50
Low
40
Total
No.No.
of of Respondents
Respondents
30
57
37
Table:
8
20
10
100
6
High
Reasonable
Responces
64
Low
100%
Figure: 8
Interpretation:
From the above evident, we can say that 57% respondents are saying that price of Maruti
is low, and 37% respondents are saying that price of Maruti is reasonable and remaining
6% are saying that price is high. From this we can say that 94% are saying that Maruti
price is satisfied.
No. of Respondents
Percentage
High
08
08
24
70
Low
68
68
100
100%
60
Table: 9
20
10
0
68
24
8
High
Reasonable
Responces
65
Low
Figure: 9
Interpretation:
From the above evident, we can say that 68% respondents are saying that price of spare
parts of the Maruti is low, and 24% respondents are saying that price of spare parts of
Maruti is reasonable and remaining 8% are saying that price is high. From this we can
say that 92% are saying that Maruti price of spare parts is satisfied.
RESPONDENTS FEELING ON CONVENIENCY OF SERVICE NETWORK
The below table shows that respondents feeling on convenience of service network of
Maruti.
S. No
Service Network
No. of Respondents
Percentage
Very convenient
78
78
ModerateService Network
convenient
21
21
2
3
80
Inconvenient
70
01
01
100
100%
60
50
Total No
No.ofof Respondents
Respondents
40
30
20
10
0
78
Table: 10
21
Very
convenient
Moderate
convenient
Responces
66
1
Inconvenient
Figure: 10
Interpretation:
From the above evident, we can say that 78% respondents are saying that service network
of Maruti is very convenient, and 21% respondents are saying that service network of
Maruti is moderately convenient and remaining 1% are saying that inconvenient. From
this we can say that 99% are saying that Maruti service Network is convenient.
No. of Respondents
44
Percentage
44
Family
45
45
Long Drives
Shopping
100
100%
67
Shopping
Long Drives
45
Family
Office
44
0
10
20
30
40
50
Figure: 11
Interpretation:
From the above evident, It was observed that 44% of the respondents use there vehicle
for going to office, 45% of the respondents use there vehicle to take there family out and
2% and 9% of the respondents use there vehicle for shopping and long drives.
No. of Respondents
Percentage
2-4 Years
15
15
4-8 Years
68
68
12
12
100
100%
Table: 12
68
80
70
60
50
40
30
20
10
0
68
15
12
5
1-2Yrs
2-4Yrs
4-8Yrs
8Yrs&Above
Figure: 12
Interpretation:
From the above evident it is observed that 5% and 15% of the consumers keep
their vehicle 1-2years and 2-4years respectively, and 68% and 12% of consumers keep
their vehicle for 4-8years and 8years & above.
Particulars
No. of Respondents
Percentage
More comfortable
20
20
Comfortable
68
68
Less comfortable
11
11
Un comfortable
01
01
69
100
100%
Table: 13
1
Un comfortable
11
Less comfortable
68
Comfortable
20
More comfortable
0
10
20
30
40
50
60
70
80
Figure: 13
Interpretation:
From above evident, it is observed that 20% of them feel more comfortable, 68% of
respondents feel comfortable, and 11% of them feel less comfortable.
Particulars
No. of Respondents
70
Percentage
Excellent
17
17
Good
59
59
Average
24
24
Below average
00
00
100
100%
Table: 14
Performance of Maruti
59
60
50
40
No of
30
Respondents
20
24
17
10
0
0
Excellent
Good
Average
Below
average
Figure: 14
Interpretation:
From above evident, we can say that 17% respondents feel performance of the Maruti is
excellent when compaired to other brands, and 59%, & 24% of respondents feel good &
average respectively. This shows that satisfaction of respondents.
Particulars
No. of Respondents
71
Percentage
Excellent
20
20
Good
54
54
Average
26
26
Below average
00
00
100
100%
Table: 15
Below average
26
Average
54
Good
20
Excellent
0
10
20
30
40
50
60
Figure: 15
Interpretation:
From the above evident, we can say that 20% and 54% of the respondents feel mileage
of the Marutis brand is excellent and good respectively when compaired to other brands
of vehicles, and 26% of respondents feel mileage given by Maruti is average.
72
S. No
No. of Respondents
Percentage
Information
given
Yes
95
95
No
05
05
100
100%
No, 5
,
Yes, 95
Figure: 16
Interpretation:
From the above chart we observe that 95% of the respondents feel that information
regarding free service is provided them
Varun Dealership
Facility
No. of Respondents
73
Percentage
Outstanding
79
79
Acceptable
19
19
Average
02
02
Unacceptable
00
00
100
100%
Table: 17
Dealer Performance(VARUN)
80
70
60
50
No of
40
Respondents
30
79
20
10
0
Outstanding
19
Acceptable
Average
0
Unacceptable
Responces
Figure: 17
Interpretation:
From the above chart, we can say that 79% respondents are given best ranking for varun
motors dealership and 19% respondents are given good ranking that is accepting and
remaining 2% are saying that average.
DELIVERY TIME
The below table shows that the varun dealer has delivered the vehicle at promised time or
not.
74
S. No
On Time Delivery
No. of Respondents
Percentage
Yes
80
80
No
20
20
100
100%
Table: 18
80
80
60
40
20
20
0
Yes
No
Figure: 18
Interpretation:
From the above chart, it is observed that 80% of the respondents said that vehicle is
delivered on time and remaining 20% of the respondents are saying that the vehicle is not
delivered on time.
75
Performance of Executives
Excellent
No. of Respondents
8
Percentage
8
Good
62
62
O.K
23
23
7
100
7
100%
Poor
Total No. of Respondents
Table: 19
Poor
23
O.k
62
Good
8
Excellent
0
20
40
Figure: 19
76
60
80
Interpretation:
It is observed that 8% of the respondents feel that performance of executives is
excellent, 62% of the respondents said that performance of the executives is good,
23%the respondents are saying the performance of the executives is ok and remaining 7%
of the respondents said that performance of the executives is poor.
S. No
1
Purchase/ Refer
Definitely
No. of Respondents
95
Percentage
95
May Be
05
05
Never
00
00
100
100%
May Be
Definitely
77
Figure: 20
Interpretation:
From the above chart it shows 95% of the respondents are ready to recommend VARUN
MOTORS to relatives and friends.
FINDINGS
It is concluded that 34% of them say that price is crucial, 53% of them say
mileage.
48% respondents take their own decisions and 36% through family members
Most of the people are very satisfied with luxury and spacious
57% respondents feel the price is very low, 68% of feel the price of spare parts is
less
45% respondents use their vehicle mostly and the purpose of the vehicle has been
purchased.
59% respondents feel on the total performance of the Maruti vehicle when
compaired to the other brand cars.
95% respondents get information regarding the service offered by the company to
them.
79% respondents are given best ranking for Varun motors dealership
78
95% of the respondents are ready to recommend Varun Motors to relatives and
friends.
CONCLUSIONS
.
Most of the buyers are professionals and business people using the Maruti cars
Most of the respondents are saying that main reasons for buying Maruti are trust
Worthy and good for Indian roads.
About 97% of the respondents are satisfied with the quality & technology.
About 96% of the customers are satisfied with luxury & spacious.
About 94% the customers feel that the price of vehicle is affordable
99% of the respondents are highly satisfied with service network of Maruti.
.
45% of the respondents use there vehicle to take there family out and 44% use for
going to office.
Many of the Maruti car buyers are high middle class people, like to keep there
Vehicle 4years above. But professionals and business people like to change there
Vehicle after 2years.
Many of the respondents are satisfied with regard to mileage.
75% of the respondents are satisfied with overall performance of the vehicle and 25%
of the users are constant.
80% of the respondents said that the vehicle is delivering on time and 20% of the
respondents are not satisfied with vehicle delivery.
70% of the respondents said the performance of the executives was good, 23% of
the respondents said ok.
79
95% of customers feel that they are getting information regarding free service
All the respondents are saying that, they are willing to recommend the Varun
Motors dealer to others.
SUGGESTIONS
Maruti Company has to frame new strategies to gain all the potential customers.
Maruti dealers have to come up some potential activities, schemes and offers to
attract people.
Dealers should come up with ease in documentation for financing the customer.
80
QUESTIONNAIRE
Dear Sir,
I am the student of Mriet (J.N.T.U), conducting a survey on MARUTI in twin
cities. I would like to share some views and ideas with you.
Name
Profession :
Address
81
2.
TV ads (
3.
What attracted/prompted you to buy MARUTI among all other brands? (Please
rank)
Brand image ( )
Service network ( )
Price ( )
mileage ( )
4.
What are the features attracted you to buy the car you owning?(give the order of
preference 1-5)
Suits
my need ( )
Easy maintenance ( )Trust worthy ( )
fuel efficient
( )
Good for Indian roads ( )
5.
Friends (
6.
7.
8.
Low ( )
Low ( )
9.
82
Inconvenient (
Long drives (
4-8 Yrs (
13. How do you feel when you drive yours MARUTI car?
More comfortable ( )Comfortable ( )
Less comfortable (
Uncomfortable ( )
14. How do you rate the over all performance of the car compared to others?
Excellent ( )
Good ( )
Average ( )
below average ( )
15. Please rank the mileage of the car when compared to other cars?
Very good ( )
Good ( )
Average ( )
below average ( )
16. Do you get information about the free service offered by the company? from time
to time?
Yes ( )
No ( )
17. How do you feel on VARUN MOTORS dealership facility?
Outstanding ( )
Acceptable ( )
Unacceptable ( )
18. Is vehicle delivered on time?
Yes ( )
Average (
No ( )
BIBLIOGRAPHY
NAME OF THE BOOKS
1. C.R. Kothari Research methodology Methods & Techniques. 2\e Vishwa prakashan.
(2006).
2.
3.
4. Kerin. Hartley & Rudelius: Marketing the Core. McGraw-Hill, Irwin. (2007).
5.
Phillip Kotler and Kelvin Lane Marketing Management 12\e Pearson Education
(2007).
WEBSITES
1.
Www.learn marketing.com
2. Www.maruti Suzuki.com
3. Www.gurusoftware.com
84
4. Www. Wikipedia.com
MAGAZINES
Business Today: Customer value, satisfaction, loyalty and switching costs:
85