PROJECT REPORT ON

A Study on “Consumer Satisfaction on Maruti Suzuki cars with special

reference to Bimal Auto Agency, Chandmari, Guwahati.”

Submitted in partial fulfillment for the award of the degree of Master of

Business Administration (MBA) under Dibrugarh University.

UNDER THE GUIDENCE OF

INSTITUTION GUIDE ORGANIZATION GUIDE

MRS PRANAMIKA DAS NILAM KUNDALIA

ASST. PROFESSOR HR MANAGER

DEPARTMENT OF MANAGEMENT BIMAL AUTO AGENCY

NEF COLLEGE OF MANAGEMENT AND TECHNOLOGY CHANDMARI, GUWAHATI

Submitted by

JINTIMANI KALITA
MBA 3rd semester
Registration number- A/F
DEPARTMENT OF MANAGEMENT
NEF COLLEGE OF MANAGEMENT AND TECNOLOGY
 TO WHOM IT MAY CONCERN

This is to certify that Miss Jintimani Kalita has successfully complete her one and
half months internship at Bimal Auto Agency from 1 September to 15 October 2022 as
an intern-Marketing.

Her performance was satisfactory during her tenure. She was meticulous in any
responsibility given to her..

We wish her all very best for her future endeavors.

Nilam Kundalia

HR MANAGER

BIMAL AUTO AGENCY, CHANDMARI

Bimal Auto Agency, Chandmari, Guwahati.

Opposite ALL INDIA RADIO. Chandmari,.Guwahati

Pin-781003

Phone no-0892968611

Email id sales camiimaautomenuti.com
 TO WHOM IT MAY CONCERN
This is certify that JINTIMANI KALITA , a student of MBA 3rd semester has completed her
Project entitled, “ A Study on Consumer Satisfaction on Maruti Suzuki cars with Special
Reference to Bimal Auto Agency ,Chandmari, Guwahati . ” Successfully under the able guidance
of PRANAMIKA DAS , Assistant Professor, Department of Management ,NEF College of
Management and Technology, Lokhra , Guwahati .

This is also to certify that she has completed this work with the best of her abilities .

Date:

Place: (Project In Charge)

Department of Management

NEF College of Management and Technology

 DECLARATION
I hereby declare that this project report has been carried out in Guwahati city entitled A
STUDY ON “ CONSUMER SATISFACTION ON MARUTI SUZUKI CARS WITH
SPECIAL REFERENCE TO BIMAL AUTO AGENCY, CHANDMARI, GUWAHATI.” and
this project is submitted to NEF College, Lokhra Guwahati in partial fulfillment for the award of
Degree in ‘ Masters of Business Administration’, affiliated to ‘ DIBRUGARH UNIVERSITY ’,
is drafted by me and is an original work of my own.

JINTIMANI KALITA
MBA 3 rd semester
DEPARTMENT OF MANAGEMENT
NEF COLLEGE OF MANAGEMENT AND TECNOLOGY
 ACKNOWLEDGEMENT

At the very outset, I would like to express my thanks to the NEF COLLEGE OF
MANAGEMENT AND TECHNOLOGY for giving me such opportunity to complete my MBA
degree here. At the same time I would like to thank the Director sir DR ZAKIR HUSSAIN,
Assistant Director MRS FARHANA AHMED, HoD of Department of Management Dr. RINKU
AGWARWAL for allowing me to do internship training at my desired place.

I especially thanks to my organization guide MRS. NILAM KUNDALIA (HR

MANAGER) for her kind co-operation to compilation of my Project Work. Apart from my
efforts , the success of this project largely depends on encouragement and guidelines of here. I
take the opportunity to express my gratitude to all the staff of BIMAL AUTO AGENCY,
CHANDMARI, GUWAHATI. They willingly help me to gather the necessary data and information
needed for this compilation.

My heart full thanks go to my guide PRANAMIKA DAS for her valuable guidance and
advice. She inspired me greatly to work in the project. At the same time I would like to thanks
all the teacher of our management Department of NEF College for the guidance and motivation
in every step of my work.

I also like to extend my thanks to all customers of MARUTI SUZUKI, BIMAL AUTO
AGENCY, CHANDMARI with whom I interact at the time of my survey. They give valuable
information without which I cannot complete my work.

JINTIMANI KALITA
MBA 3 rd sem
DEPARTMENT OF MANAGEMENT
NEF COLLEGE OF MANAGEMENT AND TECHNOLOGY
 PREFACE
A student spends his whole study life in mugging up the chapters, lessons and
theories of different level in different classes. This process has been continuing from the very
traditional time. Though theoretical learning is very necessary and must for the students to
learn the basic study process, but practical knowledge of the subject is also an important
aspect. Which is must be covered by all the students in their respective fields. Such practical
trainings are very important to be covered in the academic syllabus of the students to give
them in depth knowledge of their subjects. Many courses are included with this new culture of
practical trainings, MBA is one of them. In MBA practical training is supposed to be the most
crucial and important part of the course which is very beneficial step towards the professional
life.

In MBA, the one and half month duration of internship training helps a student to well
develop his/her communication skill, work experience, practical knowledge of the work fields
and the information about the market standards and requirements .A students as an intern gets
the biggest opportunity of his/her life to learn the intricacies of the various subjects and choose
which specialized field suits him/her best or which he/she want to choose as his/her carrier
field. Thus the training in MBA is loaded with lots of Assignments and projects, making the
student more though and allowing him/her to learn in depth procedure of the industry.

The internship period is an attempt to make a student correct as much as possible.

During this period, a student is advised to learn most, as that is the time when he/she gets
bared from mistakes because he/she is said to be in learning process and the major sign to
prove that a person is learning is that makes lots mistakes and asks number of questions from
his/her seniors.

Thus for the fulfillment of this project several people related with Maruti Suzuki
automobiles are visited to complete required information. The project has been completed for
the two purpose; one is to cover the MBA 3rd semester syllabus and second is to make myself
well equipped with the knowledge of practical world.

Name : Jintimani Kalita

Signature
 EXECUTIVE SUMMARY

 TITLE OF THE STUDY: A study on Customer Satisfaction of Maruti Suzuki

small cars with special reference to Bimal Auto Agency, Chandmari,
Guwahati
 DURATION OF THE STUDY: One and half months
 AREA OF THE STUDY: Guwhati
 NAME OF THE ORGANISATION: Bimal Auto Agnecy, Chandmari
 ORGANISATION GUIDE: Nilam Kundalia
 INSTITUTE: NEF College of Management and Technology
 INSTITUTIONAL GUIDE: PRANAMIKA DAS
 OBJECTIVE OF THE STUDY:
o To study the level of satisfaction of the customer for Maruti Suzuki cars with
reference to Bimal Auto Agency, Chandmari , Guwahati

o To study the satisfaction level of the customers for service provided by the
dealer

o To study the satisfaction of the customers for the promotional methods used by
Maruti Suzuki with reference to Bimal Auti Agency , Chandmari , Guwahati.

 RESEARCH METHODOLOGY: Research methodology simply refers to the

practical ‘how’ of any given piece of research. More specifically, its about how a
researcher systematically designs a study to ensure valid and reliable results that
address the research aims and objectives.
 RESEARCH DESIGN: Collecting and analyzing measures of the variable
specific in the research problem.
 SAMPLE SIZE:
 SOURCE OF DATA COLLECTION:
Primary – Questionnaire
Secondary- Internet, Books, Magazine, Websites
 MAJOR FINDINGS :

I. 52.85% are Respondents are in the age group of 30-40

II. 85.71% respondents are male
III. 28.57% own Maruti Suzuki swift.
IV. 58.57% are highly satisfied with Maruti Suzuki cars
V. 52.85% gave excellent review on the design of Maruti Suzuki
cars
VI. 45.71% gave excellent review on the mileage of Maruti
Suzuki cars
VII. 58.57% gave excellent review on the features of Maruti
Suzuki cars
VIII. 62.86% are highly satisfied with the service of Maruti Suzuki
cars
IX. 28.57% respondents are influenced by the availability of
Maruti Suzuki parts to buy their cars
X. 24.29% give first preference to Maruti Suzuki cars due to
quality service offered by the company
XI. 97.14% got their car delivery on time
XII. 24.28% wants reduction of prices in some new models
XIII. 64.28% are highly satisfied with the price of Maruti Suzuki
cars comparing with others
XIV. 40% are influenced by the publicity of the company to buy
their cars
XV. 58.57% are highly satisfied by the promotional tools used by
Maruti Suzuki .
 TABLE OF CONTENTS

CONTENTS TITLE PAGE NUMBER

Cover Page

Certificate from the college

Certificate from the Company

Declaration

Acknowledgement

Preface

1. Chapter 1 1-6

1.1 Company Profile 1-2

1.2 Product Profile 3-6
1.3 Satisfaction level of Maruti Suzuki Customers 6
2. Chapter 2 7-10
2.1 Introduction about the work 7
2.2 Significance of the study 7-8
2.3 Need and Importance of the study 9
2.4 Statement of the study 9
2.5 Review of Literature 9-10
3. Chapter 3 10
3.1 Objectives of the study 10
4. Chapter 4 10
4.1 Limitation of the study 10
5. Chapter 5 10-11
5.1 Research methodology 10-11
6. Chapter 6 12-24
Data Analysis and Interpretation

7. Chapter 7 25
7.1 Results and Findings 25
8. Chapter 8 26
8.1 Conclusion 26
9. Chapter 9 27
9.1 Suggestion 27
10.Chapter 10 28
10.1 Bibliography
1.1 COMPANY PROFILE
Maruti Suzuki India Limited, formally known as Maruti Udyog Limited, is
an Indian automobile manufacturer headquartered in New Delhi. It is a
subsidiary of the Japanese automotive manufacturer Suzuki Motor Corporation.

Maruti Suzuki has 3,598 sales outlets across 1,861 cities in India. The Brand
Trust Report published by Trust Research Advisory, a brand analytics company,
has ranked Maruti Suzuki in the thirty-seventh position in 2013 and ninth position
in 2019 among the most trusted brands of India.

Maruti Suzuki - Logo and its Meaning

The present variant of Suzuki logo is designed in red and blue colors. The red colour
(the letter S of Suzuki) represents passion, integrity and tradition, while the blue(the
letter M of Maruti) stands for excellence and grandeur.

Maruti Suzuki - Mission

Maruti Suzuki's mission statement says, "To be The Leader in the Indian Automobile
Industry, Creating Customer Delight and Shareholder's Wealth; A pride of India."

1
Maruti Suzuki - Founder and History
Maruti Udyog Limited was founded by the government of India on 24 February
1981, only to merge with the Japanese automobile company Suzuki in October 1982.
The first manufacturing factory of Maruti was established in Gurugram, Haryana, in
the same year.

The company was formed as a government company with Suzuki as a minor partner
to make a people's car for middle class India. Over the years the company's product
range has widened ownership has changed hands and the customer has evolved.

On October 2, 1982 the company signed the licence and joint venture agreement
with Suzuki Motor Corporation Japan. In the year 1983 the company started their
productions and launched Maruti 800. In the year 1984 they introduced Maruti Omni
and during the next year they launched Maruti

Gypsy in the market. In the year 1987 the company forayed into the foreign market
by exporting first lot of 500 cars to Hungary.

In the year 1990 the company launched India's first three-box car Sedan. In the year
1992 Suzuki Motor Corporation Japan increased their stake in the company to 50%.
In the year 1993 they introduced the Maruti Zen and in the next year they launched
Maruti Esteem in the market.In the year 1995 the company commenced their second
plant. In the year 1997 they started Maruti Service Master as a model workshop in
India to look after sales services.

In the year 1999 the third plant with new press paint and assembly shops became
operational. In the year 2000 the company launched Maruti Alto in the market. In
the year 2002 Suzuki Motor Corporation increased their stake in the company to
54.2%.

Maruti Suzuki - Business Model

Maruti Suzuki's product range extends from entry level small cars like Alto 800, Alto K10 to the
luxury sedan Ciaz. Other activities include facilitation of pre-owned car sales fleet management,
car financing. Its Business Segments are divided into : Operating Income from sales of cars and
Interests from Investments.

 Maruti Suzuki offers 17 models of cars

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  Company focuses on catering to  the needs of almost all the segments from
the middle class to high class through wide range of product

AWARDS:
Maruti Suzuki has just been awarded the gold recognition at the prestigious League
of American Communications Professionals (LACP) 2020/21 Vision Awards for its ‘Annual
Integrated Report’. For context, the LACP was established in 2001 as a forum to facilitate
discussion on the best communication practices and also recognizing those companies that
perform well in the area.

This competition receives roughly 1,000 entries from global companies spread across 24
countries in the Americas, Europe, Middle East and Asia Pacific regions. The participating
companies are also of a high calibre, with 63 of top Fortune 100 companies and nine out of the
top 10 Fortune 500 firms participating in the latest LACP awards.

Maruti Suzuki was able to rank first among all the automobile companies of the world this year,
as its Annual Integrated Report achieved a 100 percent score in six out of the total eight
categories, which included Letter to Shareholders, Message Clarity, Report Narrative, Report
Financials, First Impression and Report Cover.

Speaking on the achievement, Kenichi Ayukawa, managing director and CEO, Maruti Suzuki
India Limited said, “We take this global recognition from LACP with gratitude and humility.
Leading the automakers in the global list of Top 100 Annual Reports, alongside renowned
companies across business domains and countries, is a matter of pride for the Indian business
fraternity. We believe that open and transparent communication with stakeholders is the
foundation of the trust we have been able to build over the years.”

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 1.2 PRODUCT PROFILE
The following table depicts various models of Maruti Suzuki, categorized on the basis of its
segment

SI. No. Models Name Segment

1 Alto 800 Mini
2 Alto K 10 Mini
3 Wagon R Mini
4 Eeco Van
5 Swift Compact
6 Dzire Sedan
7 Ertiga Utility Vehicle
8 Celerio Mini

1. Alto 800
A new version of the Alto called the Alto 800 was released in the Indian car market on 16
October 2012. The Alto 800, model code AOD308, is still based on the previous
generation's platform (which is still based on the 1998 Alto kei car) has all-new bodywork
and interior. It replaced the first generation Maruti Alto (although the predecessor
continued to be produced for a little longer), and while keeping the 796 cc (48.6 cu in)
engine, there have been several modifications. The price of the Alto, already India's
best-selling car, was actually lowered with the model change. Various methods were
found to lower the price, including the lowering of the weight of each individual
component by one gram each, and also by building their own robots for manufacturing
the car. This is also sold as the Suzuki Alto 800 in many export markets. In May 2016,
refurbished version of Alto 800 has been introduced with notable changes to the
exteriors, interiors, features and specifications. The new Maruti Alto 800 comes with an
improved fuel efficiency. It is now capable of returning a mileage of 24.7 km/L. In April
2019, the car received another improvement.

2. Alto K 10
Maruti Suzuki then launched a K10-powered version of the second generation
Alto (AOD310) on 3 November 2014. Introduced at a base price of Rs. 3.06
Lakh, the next gen Alto K10 comes with multiple exterior and interiors updates,
however mechanically it remains same. The car is a somewhat upgraded version
of the Alto 800 with a new front fascia comprising a new chrome fitted front grille,
new swept back headlamps, and a redesigned bonnet line. There are also

4
 amendments for tail lights, restructuring of bumpers, 13 inch wheels, door
mirrors, door moulding and some other minor modifications. Interiors too have
been updated, with a new dashboard, three-spoke steering wheel, refined
upholstery, black finished music system and a better looking instrument cluster.
Other added features inside the car include front power windows, 12 V power
socket, internally adjustable door mirrors, headlamp warning buzzer, key off
reminder and gearshift indicator.

Powering the 2015 Alto K10 is the same 1.0-litre K10B engine that also powers
the Celerio and Wagon R. However, this time it has been tuned to provide better
fuel economy, and the new Alto K10 returns an ARAI-certified fuel economy of
24.06 km/L, 15 percent better than the outgoing model. The Alto K10 facelift is
available with two different transmission; 5-speed manual and 5-speed Auto
Gear Shift (AGS) transmission. The AGS is an automated manual transmission
technology, which shifts gear with the help of an ECU mapped actuator on pre-
defined engine speeds. It also allows driver to shift gears when required.

The Alto K10 was discontinued in 2020, being temporarily replaced by the S-
Presso. The 800 cc variant remains in production.

3. Wagon R

The Maruti Suzuki Wagon R (or WagonR) is a city car manufactured and marketed
by Suzuki through its subsidiary Maruti Suzuki primarily for the Indian market since
1999. The Wagon R was launched in India on 18 December 1999, and has since
undergone several upgrades. The second-generation Wagon R model and styling was
also shared with the Karimun Wagon R for the Indonesian market and the Wagon R for
the Pakistani market, despite several differences.
While initially the Maruti-built Wagon R shared its platform from the Japanese market
Wagon R kei car, the third generation Maruti-built Wagon R is unrelated with the later
versions of the Wagon R sold in Japan. Instead, the car was built from ground up above
the HEARTECT platform.
The Wagon R built in India is also exported to several neighbouring countries, including
Bangladesh, Bhutan, Nepal and Sri Lanka, dropping the "Maruti" moniker. As of 31
December 2019, the Wagon R has been sold over 2.4 million units in India

4. Eeco
The Maruti Suzuki Eeco is a microvan introduced in India by the Indian
automaker Maruti Suzuki in early 2010. This car is a stripped down version of the
discontinued Versa which itself was the Indian version of the 10th generation
Suzuki Every (Carry). It is a refresh in lines with Maruti Suzuki not being able to
come up with a new minivan. EECO comes with 5-seater and 7-seater options. It
is equipped with an advanced engine management system for optimizing fuel
efficiency and performance. It is marketed by the manufacturer as a perfect car
for every occasion—a business trip or a picnic with the loved ones.

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 It is also the entry-level replacement for the Omni, discontinued in 2019 after
Suzuki was unable to redesign the Omni to meet India's safety standards. 

5. Swift
The Maruti Suzuki Swift is a mini car (B-segment) produced by Suzuki. The
vehicle is classified as a B-segment marque in the European single market, a
segment referred to as a supermini in the British Isles. Prior to this, the "Swift"
nameplate had been applied and purchased from Swift Engineering (previously
known as Swift Cars) to the rebadged Suzuki Cultus in numerous export markets
since 1983 and became its own model since 2004. Currently, the Swift is
positioned between Ignis and Baleno in Suzuki hatchback global lineup.
The Indian built Swift is exported to Africa, some part of Asia, some part of Latin
America and Middle East. 

6. Dzire
The Maruti Suzuki Dzire is a subcompact sedan made by Suzuki for the Indian
market since 2008. It was developed as a sedan variation of the Swift hatchback.
The Dzire was launched in 2008 and was based on the first generation Swift
hatchback. It was introduced as a subcompact sedan for the Indian market in
order to offer a sedan-like car in a smaller size. Later, in order to get the tax
benefits offered to cars with a length below 4 meters in India, it was converted
into a sub-4-meter sedan. 
Maruti Suzuki launched the third generation Dzire sedan in India on 16 May
2017. The third generation is based on the third generation of the Suzuki Swift.
However, for the first time ever, it drops the "Swift" nameplate from its name. The
second-generation Dzire continued to be produced and sold exclusively to fleet
operators in India, while being rebadged as the Dzire Tour S.

7. Ertiga
The Maruti Suzuki Ertiga is a car manufactured by the Japanese carmaker Suzuki since
2012. It is a multi-purpose vehicle (MPV) with standard three-row seating. The first-
generation model is heavily based on the Swift while the second-generation model
introduced in 2018 is made larger and based on the HEARTECT platform. A crossover-
styled version was introduced in 2019 as a separate model called the Suzuki XL6 in
India and Suzuki XL7 for worldwide markets. The largest markets for the Ertiga are India
and Indonesia, where the model is mainly manufactured. The vehicle has also been
exported to other South Asian and Southeast Asian markets, along with several markets
in Africa, Middle East, Pacific Islands, Caribbean and Latin America.

8. Celerio
The Maruti Suzuki Celerio is a car produced by the Japanese manufacturer Suzuki since
2008. Originally a rebadged Alto/A-Star city car for some markets, the Celerio was made
as a global nameplate and a standalone model replacing the A-Star in 2014. Suzuki
unveiled the second-generation Celerio at the Auto Expo 2014 in India, after being
previewed as the A:Wind concept model at the Thailand International Motor Expo in
November 2013. The third-generation model was unveiled in November 2021. The car is
built on lightweight HEARTECT platform that also underpins Wagon R and Ignis. It is

6
 powered with a 1.0-liter K10C Dualjet engine which is a reworked K10B engine with dual
fuel injectors per cylinder, VVT and several other modifications.

1.3 SATISFACTION LEVEL OF MARUTI SUZUKI CUSTOMERS :

Maruti Suzuki, the country's largest car maker has ranked highest in customer satisfaction
with dealer service for a 14th consecutive year- rated by a market researcher JD Power Asia
Pacific. The study measures overall satisfaction in five factors- service quality, vehicle pick-up,
service advisor, service facility and service initiation.

Overall customer satisfaction is measured on a 1,000-point scale, where Maruti scored highest
876, while Hyundai and Honda scored 833 and 825 respectively. Hyundai is also the most
improved brand in the study, with significant improvements achieved across all five factors.
The study also calculated the satisfaction level among the vehicle buyers who visited the
authorised service centre for maintenance/repair work within the first 2 years of vehicle
ownership. It is also stated that the overall quality of service showed a consistent strong
performance across the auto industry year over year.
According to JD Power Asia Pacific,"While 93 percent of owners indicate that the work was
done correctly the first time, which is consistent with 2012 results, 71 percent of owners
indicate that their vehicles were returned cleaner after the service--a 7 percent increase from
2012".

7
2.1 INTRODUCTION ABOUT THE WORK
An internship is a method of on –the job training for professional careers.
Generally an internship consists of an exchange of service for experience between the
student and the organization. Student can also use an internship to determine if they
have an interest in a particular career, create a network of contacts, or gain school
credit. Some interns find permanent paid employment with the organization with which
they interned. This can be significant benefit to the employs as experience. Interns often
need little or no training when they begin regular employment.

I also get the opportunity to work as an intern in the Maruti Suzukli Bimal
Auto Agency. This is a prestigious and trusted dealership of Maruti Suzuki in the state of
Assam.

In the last few years, the Indian Maruti Suzuki car industry has seen spectacular growth.
The country stands next to the China and Japan in terms of production and sales
respectively. This distinction was achieved due to variety of reasons like restrictive
policy followed by the government of India towards the passenger car industry. Majority
of Indians, especially the youngsters prefer rather than cars.

The first car that the company produced was a four-door Maruti 800 and the second car
that the company produced was a Multi-Utility Vehicle called the Omni. Between 1994
and 1996 Maruti released the Esteem, the Gypsy, the Omni. the Gypsy King, Zen and
Esteem. It also opened a second plant in Manesar whose capacity at the time of
opening was 2,00,000 units.

2.2 SIGNIFICANCE OF THE STUDY

Customer satisfaction is defined as "the number of customers, or percentage of total

customers. Whose reported experience with a firm, its products, or its services exceeds
specified satisfaction goals". The study entitled "customer satisfaction towards Maruti
Suzuki cars" mainly focus on the satisfaction of customer to the Maruti Suzuki company
for the analysis of satisfaction From the 70 respondents are collected and it will be
simple percentage to know the various satisfaction in the features of cars. The sample
design taken for the study is convenient sampling for collecting the data primary and
secondary methods are used.

Customer satisfaction is the key factor in knowing the success of any retail store or
business, therefore it is very important to measure it and to find the factors that affect
the consumer satisfaction, Consumers are most likely to appreciate the goods and
services they buy provided if they are made to feel special. This occurs when they feel

8
that the goods and services that they buy have been specially produced for them or for
people like them. Gaining high levels of consumer satisfaction is very important to a
business because satisfied consumers are most likely to be loyal to a business. 
It is true fact that if you are satisfied you recommended to others. Word of mouth
and customer satisfaction play a very important role in determining market perception
about an automobile. It is the market perception that determines the success of a
company and so it is very important for the car manufacturers to measure the
"willingness of existing users of a product to recommend it to others". The same is a lot
of interest to customers as well for it helps them make the purchase decision. A car is
one of the most significant purchases that an Indian household makes and this project
addresses the most important question that perplexes car Manufacturers:

"What makes the perfect car that influence will willfully purchase?"

The project highlights the factors that influence the buying decision of a Consumer. The
factor under consideration would be:

 Price
 Income of the consumer
 Features in the car
 Safety standard
 Warranty scheme
 Finance facility

Is an Indian consumer ready for more? Which is the driving motive behind the effective
demand of the car? How the coming of new models like swift does is going to effect the
buying decision of consumer and especially the Tata 1 lakh car In other words, from the
spread of choices offered by various manufacturers under various segments, of which
one the customer will finally turn the ignition on and drive.

Customer satisfaction index: some of the most advance thinking in the business world
recognizes that customer relationships are best treated as assets, and that methodical
analysis of these relationships can provide a road map for improving them "If you
cannot measure it, you cannot improve it."-Lord William Thomson Kelvin (1824-1907)

Major attributes of customer satisfaction can be summarized as:

 Product quality
 Product packaging
 Keeping delivery commitments
 Price
 Responsiveness and ability to resolve complaints and reject reports
 Overall communication, accessibility and attitudes

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2.3 NEED AND IMPORTANCE FOR THE STUDY

In the modern times the business organizations are adopting new

techniques and methods for the growth of the business. The organizations are
giving better services to their customers to face challenge posed by the
competitors for every business, it is not only important to retain the present
customers but also attract the new customers. So there is need to ascertain the
customers use regarding the services providing by reputed organization like
Maruti Suzuki. With the increase market study there is a cut through competition
among the businessmen in the industry some of the other major competitors in
this area like Hyundai, Fiat, Volkswagen, Ford, Tata, and Chevrolet. The need for
customer satisfaction is necessary for all business, large or small. The
satisfaction of the customer is an all important task. Hence there is a need for the
study.

2.4 STATEMENT OF THE PROBLEMS

 The title of the study is customer satisfaction with special reference to MARUTI
SUZUKI

 This study has been conducted to study the customer response, market share,
and customer satisfaction and response for MARUTI SUZUKI

 It is aimed at different customer satisfaction with reference to age, purpose of

purchase. focusing on the target group

 To analysis the findings or recommend the changes in service towards

customers.

2.5 REVIEW OF LITERATURE

Willard Hom (2000) presents two broadly classified customer satisfaction models viz.
Macro-models, which place the customer satisfaction among a set of related constructs
in marketing research and Micro-models, which theorize the elements of customer
satisfaction. The paper also gives various models of customer satisfaction from the
perspective of the marketing research discipline.

Vavra, T.G. (1997) in his book suggests specific programmes to improve the
measurement of customer satisfaction in an organization. The author describes five
critical skills required for this taskviz sampling customer-participant selection,
questionnaire design. interviewing /survey administration, data analysis, and quality
function deployment-building action plans.

Peyton, R.M. (2003) in their working paper submitted at the Allied Academies
International Conference presented a comprehensive review of the literature on various
10
Customer Satisfaction and Dissatisfaction (CS/D) theories proposed. The literatures are
specifically prior to the 1990s. This review focuses on the major components of the
decision making process, also addresses the measurement-related issues relevant to
this body of literature.

3.1 OBJECTIVES OF THE STUDY

o To study the level of satisfaction of the customer for Maruti Suzuki cars
with reference to Bimal Auto Agency, Chandmari , Guwahati

o To study the satisfaction level of the customers for service provided by the
dealer

o To study the satisfaction of the customers for the promotional methods

used by Maruti Suzuki with reference to Bimal Auti Agency , Chandmari ,
Guwahati.

4.1 LIMITATION OF THE STUDY

 The analysis of the present study has been carried out based on the information
has collected from the Maruti Suzuki cars user who are residing at Guwahati
City.

 The study is an opinion survey, caution may have to be exercised while

extending the
 result to other areas

 Due to time constrict only 100 numbers of respondents were considered.

 The result fully depends on the information given by the respondents which may
be based.

5.1 RESEARCH METHODOLOGY

Research in common refers to a search for knowledge. Research methodology is a way to

systematically solve the research problem. It may be understood as science of studying how
research is done scientifically.

Sample Design: The sample design which is used in the study is convenience sampling.
Respondents from GuwahatI were selected on the basis of convenience.

11
Sample size:

Sample size taken for the study is 70 respondents.

Sources of data:

The data is collected through in two ways.

Primary data:- The primary data was collected freshly and thus it was original in character. It
has been collected through questionnaire. The questionnaires were given to the respondents at
different places of the city.

Secondary data : Secondary data are the data which have been already collected by someone.
Its main source are Journals , Newspaper, Magazines and Internet etc.

Area of analysis:

The study was conducted in Guwahati City

Tools used for analysis:

Percentage analysis

12
6. Data Analysis and data interpretation
6.1. Responses of the respondents showing age group of the respondents: the survey involved analysis
of the age groups of the respondents who owns Maruti Suzuki vehicles. The following are the findings of
the survey:

Table 6.1: Data showing age group of the respondents

Age group of the respondent Number of respondent % of respondent

20-30 09 12.85%
30-40 37 52.85%
40-50 19 27.14%
50-60 4 5.71%
Above 60 1 1.43%
Total 70 100%

Age Group of Respondents

20-30 30-40 40-50 50-60 60+
1%
6% 13%

27%

53%

Figure: 6.1 : Data showing age group of the respondents

Interpretation: From the above analysis, we found that among the respondents, 52.85% are in the age
group of 30-40 years, 27.14% are in the age group of 40-50 years, 12.85% are in the age group of 20-30
years, 5.71% are in the age group of 50-60 years and 1.43% are the above 60 years.

13
6.2.Responses of the respondents Gender of Respondents: The survey involved analysis of the gender
of the respondents who owns Maruti Suzuki vehicles. The following are the findings of the survey:

Table 6.2: Data showing the gender of the respondents:

Gender No. of Respondents % of respondents

Male 60 85.71%

Female 10 14.28%

Total 70 100%

Gender of the respondents

Male Female

14%

86%

Figure 6.2: : Data showing the gender of the respondents

Interpretation: From the analysis, it is found that the majority of the respondents i.e 85.71% are male
and the remaining 14.28% are female respondents.

14
6.3: Responses showing models of Maruti Suzuki they are using currently: The survey shows the
models of Maruti Suzuki vehicles that the respondents are4 using currently. The following are the
findings of the survey:

Table 6.3: Data shows the models of Maruti Suzuki used by Respondents

Models No of Respondents % of respondents

Alto 18 25.71
WagonR 12 17.14
Celerio 3 4.29
Swift 20 28.57
Dzire 6 8.57
S-Presso 11 15.7
Total 70 100%

models
Alto
S-Presso 26%
16%
Dzire
9%

WagonR
17%
Swift Celerio
29% 4%

Figure 6.3: It shows the models used by the Respondents

Interpretation: From the Analysis, it is found that among the respondents 28.57% use Swift, 25.71%
use Alto, 17.14% use Wagonr, 15.7% use S-Presso, 8.57% use Dzire and 4.29% use Celerio.

15
6.4: Responses showing the satisfaction level regarding Maruti Suzuki cars: The survey shows the
satisfaction level of Respondents regarding Maruti Suzuki Cars

Table 6.4: Data shows the satisfaction level of respondents regarding Maruti Suzuki cars

Remarks No. of respondents % of Respondents

41 58.57%

Very Good 25 35.71%

Good 4 5.71%

Average 0 0%

Poor 0 0%

Total 70 100%

Highly Dissatisfied
0.00%

Dissatishfied
0.00%

Neutral 5.71%

Satisfied 35.71%

Highly Satisfied 58.57%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

Series 3

Figure 6.4: Data shows the satisfaction level of respondents regarding Maruti Suzuki cars

Interpretation: From the Analysis, it is found that among the respondents, 58.57% are highly satisfied,
35.71% are satisfied, 5.71% are neutral regarding the Maruti Suzuki cars.

16
6.5.Resposes showing the view about the design of Maruti Suzuki vehicles: The survey involved
analysis of the views of the respondents about the design of Maruti Suzuki vehicles. The following are
the findings of the survey:

Table 6.5: Data shows the view about the design of Maruti Suzuki vehicles

Remarks No. of respondents % of Respondents

Excellent 37 52.85%

Very Good 19 27.14%

Good 11 15.71%

Average 2 4.29%

Poor 1 1.43%

Total 70 100%

poor
1.43%

average 4.29%

good 15.71%

vey good 27.14%

excellent 52.85%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

Series 3

Figure6.5: Data shows the view about the design of Maruti Suzuki vehicles

Interpretation: From the above analysis, it is found that among the respondents, 52.85% gave
excellent rating, 27.14% gave very good, 15.71% gave good, 4.29% gave average and 1.43% gave poor
rating about the design of Maruti Suzuki cars.

17
6.6 Responses showing the views about the mileage of Maruti Suzuki cars: The survey involved analysis
of the views of the respondents about the mileage of Maruti Suzuki vehicles. The following are the
findings of the survey:

Table6.6: Data shows the respondents view about the mileage of Maruti Suzuki cars:

Remarks No. of respondents % of Respondents

Excellent 32 45.71%
Very Good 20 28.57%
Good 10 14.28%
Average 4 5.71%
Poor 4 5.71%
Total 70 100%

poor 5.71%

average 5.71%

good 14.28%

vey good 28.57%

excellent 45.71%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%

Series 3
Figure 6.6 Data shows the respondents view about the mileage of Maruti Suzuki cars

Interpretation: From the above analysis, it is found that among the respondents, 45.71% gave
excellent rating, 28.57% gave very good, 14.28%% gave good, 5.71%% gave average and 5.71% gave
poor rating about the mileage of Maruti Suzuki cars.

18
6.7. Responses showing the views about the features of Maruti Suzuki vehicles: The survey involved
analysis of the views of the respondents about the features of Maruti Suzuki vehicles. The following are
the findings of the survey:

Table 6.7: Data shows the respondents view about the features of Maruti Suzuki cars:

Remarks No. of respondents % of Respondents

Excellent 41 58.57%

Very Good 22 31.43%

Good 4 5.71%

Average 3 4.28%

Poor 0 0%
Total 70 100%

poor
0.00%

average 4.28%

good 5.71%

vey good 31.43%

excellent 58.57%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

Series 3
Figure: 6.7: Data shows the respondents view about the features of Maruti Suzuki cars

Interpretation: From the above analysis, it is found that among the respondents, 58.57% gave
excellent rating, 31.43% gave very good, 5.71% gave good, 4.28% gave average rating about the features
of Maruti Suzuki cars.

19
6.8. Responses showing the satisfaction level about the service of Maruti Suzuki vehicles: The survey
involved analysis of the views of the respondents about the service of Maruti Suzuki vehicles. The
following are the findings of the survey:

Table 6.8: Data shows the respondents view about the service of Maruti Suzuki cars:

Remarks No. of respondents % of respondents

Highly Satisfied 44 62.86%

Satisfied 16 22.86%

Neutral 8 11.43%

Dissatisfied 2 2.85%

Highly Dissatisfied 0 0%

Total 70 100%

Highly Dissatisfied
0.00%

Dissatisfied2.85%

Neutral 11.43%

Satisfied 22.86%

Highly Satiisfied 62.86%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

Series 3

Figure 6.8: Data shows the respondents view about the service of Maruti Suzuki cars

Interpretation: From the above analysis, it is found that among the respondents, 62.86% are highly
satisfied, 22.86% are satisfied, 11.43% are neutral, 2.85% are dissatisfied with the service of Maruti
Suzuki cars.

20
6.9: Responses showing which service provided by the Dealer influenced to buy Maruti Suzuki
vehicles: The survey involved analysis of the services provided by the dealer that influenced them to buy
Maruti Suzuki vehicles. The following are the findings of the survey:

Table6.9: Data shows which service provided by the Dealer influenced the respondents to buy Maruti
Suzuki cars:

Services No. of respondents % of Respondents

Proper demo 16 22.86%
Test Drive 3 4.29%
On time servicing 21 30%
Arrangement of finance 10 14.28%
Availability of parts 20 28.57%
Total 70 100%

Services by Dealer
proper Demo Test Drives In time Servicing Arrangement of finance
Availability of29%
ports 23%

4%

14%
30%

Figure 6.9: : Data shows which service provided by the Dealer influenced the respondents to buy
Maruti Suzuki cars:

Interpretation: From the analysis, it is found that among the respondents, 30% influenced by on time
servicing, 28.57% influenced by availability of parts, 22.86% influenced by proper demonstration,
14.28% influenced by arrangement of finance and 4.29% influenced by test drive, while buying Maruti
Suzuki cars.

21
6.10. Responses showing why they give first preference to Maruti Suzuki while buying small cars of
Maruti Suzuki? : The survey involved analysis of the reasons that influenced them to buy Maruti Suzuki
vehicles. The following are the findings of the survey:

Table 6.10: Data shows why te respondents give first preference to Maruti Suzuki while buying small
cars

Reasons No. of respondents % of Respondents

Good Features 7 10%

Quality Service 17 24.29%

Affordable Price 21 30%

Good designs 10 14.28%

Better Mileage 15 21.43%

Total 70 100%

Reasons for giving preference

Good Features Quality Service Affordable service
Good Designs Better Mileage

21% 10%

24%

14%

30%

Figure 6.10: Data shows why the respondents give first preference to Maruti Suzuki while buying
small cars

Interpretation: From the analysis, it is found that among the respondents, 30% respondents gave first
preference due to affordable price, 24.29% gave first preference due to quality service, 21.43% gave
first preference due to better mileage, 14.28% gave first preference due to good design, 10% gave first
preference due to good features.

22
6.11: Responses shows the data whether they get their car delivery on time or not:

The Survey shows the result of the question asking whether they get their delivery on time or not.

Table 6.11: Data showing the result of the question asking whether they get their delivery on time or
not.

Responses No of Respondents % of Respondents

Yes 68 97.14%
No 02 2.86%
Total 70 100%

views about the delivery

No
3%

yes
97%

Figure6.11: Data showing the result of the question asking whether they get their delivery on time or
not.

Interpretation: From the analysis, it is found that 97.14% respondents get their car delivery on time
and 2.86% did not get the delivery on time.

23
6.12: Responses showing the kind of changes respondents are expecting in the small car segment of
Maruti Suzuki: The survey shows the data that shows what kind of changes respondents are expecting
in the small car segment of Maruti Suzuki.

Table 6.12: Data shows the kind of changes respondents are expecting in the small car segment of
Maruti Suzuki

Expected Changes No of Respondents % of Respondents

Increase Mileage 06 8.57%
Add new features 21 30%
Reduce prices 17 24.28%
Introduce Diesel models 11 15.71%
Changes in design 15 21.42%
Total 70 100%

expected changes

Increase Mileage
Changes in Design 9%
21%

Add new Features

30%
Introduce Diesel Models
16%

Reduce Prices
24%

Figure 6.12: Data shows the kind of changes respondents are expecting in the small car segment of
Maruti Suzuki

Interpretation: From the study, it is found that among the respondents 30% want new features,
24.28% want reduced prices, 21.42% want changes in design, 15.71% want to introduce diesel models
and 8.57% want to increase mileage.

24
6.13. Responses showing are they satisfied about the price of Maruti Suzuki small size car comparing
with others? : The survey involved the analysis of satisfaction of the respondents about the price of
Maruti Suzuki vehicles. The following are the findings of the survey.

Table 6.13: Data shows about the satisfaction level regarding the price of Maruti Suzuki small cars

Reviews No. of respondents % of Respondents

Highly satisfied 45 64.28%

Satisfied 20 28.57%

Neutral 5 7.14%

Dissatisfied 0 0%

Highly Dissatisfied 0 0%

Total 70 100%

Highly Dissatisfied
0.00%

Dissatisfied
0.00%

Neutral 7.14%

Satisfied 28.57%

Highly satisfied 64.28%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

Series 3
Figure6.13. Data shows about the satisfaction level regarding the price of Maruti Suzuki small cars

Interpretation: From the Analysis, it is found that among the respondents, 64.28% are highly satisfied,
28.57% are satisfied, 7.14% are neutral regarding the price of the Maruti Suzuki small cars.

25
6.14. Responses showing which promotional tools influenced them to buy Maruti Suzuki cars? : The
survey involved analysis of the views of the respondents about the promotional tools that influenced
them to buy Maruti Suzuki vehicles. The following are the findings of the survey:

Table 6.14: Data shows that which promotional tools influenced the respondents to buy Maruti Suzuki
cars:

Promotional Tools No. of respondents % of Respondents

Advertisement 21 30%

Publicity 28 40%

Personal Selling 15 21.42%

Sales Promotion 6 8.57%

Total 70 100%

Promotional Tools
Advertising Publicity Personal Selling Sales Promotion

9% 30%
21%

40%

Figure: 6.14: Data shows that which promotional tools influenced the respondents to buy Maruti
Suzuki cars

Interpretation: From the analysis, it is found that among the respondents, 40% are influence by
publicity , 30% are influenced by Advertisement, 21.42% are influenced by Personal Selling and 8.57%
are influenced by sales promotion – the promotional tools used by Maruti Suzuki.

26
6.15. Responses showing the satisfaction level regarding the promotional methods used by Maruti
Suzuki : The survey involved analysis of the views of the respondents about their satisfaction level
regarding the promotional methods used buy Maruti Suzuki. The following are the findings of the survey

Table 6.15: Data shows the satisfaction level of the respondents regarding the promotional methods
used by Maruti Suzuki

Satisfactory level No. of respondents % of respondents

Highly Satisfied 41 58.57%
Satisfied 21 30%
Neutral 7 10%
Dissatisfied 1 1.42%
Highly Dissatisfied 0 0%
Total 70 100%

Highly Dissatisfied
0.00%

Dissatisfied
1.43%

Neutral 10.00%

Satisfied 30.00%

Highly satisfied 58.57%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

Series 3
Figure 6.16. Data shows the satisfaction level of the respondents regarding the promotional methods
used by Maruti Suzuki

Interpretation: : From the Analysis, it is found that among the respondents, 58.57% are highly satisfied,
30% are satisfied, 10% are neutral and 1% are dissatisfied regarding the promotional method used of the
Maruti Suzuki.

27
7.1. Results and Findings:
1. Analysis showed that most of the consumers of Maruti Suzuki vehicles i.e 53% are in
between the age group of 30-40.
2. Most of the consumers of Maruti Suzuki are males i.e 86%.
3. Almost 80% of the consumers of Maruti Suzuki are happy with the designs of the
company’s vehicles.
4. About 75% of the consumers are happy with the mileage of Maruti Suzuki vehicles.
5. The analysis showed that 90% of the consumers of Maruti Suzuki vehicles are happy
with the features of the company’s vehicle.
6. From the analysis, it is found that majority of the respondents i.e 84% are happy
and satisfied with the service of MARUTI SUZUKI vehicles.
7. From the analysis, it is found that majority of the respondents are happy and
satisfied with the features like Proper demo, On time servicing and Availability of
parts of MARUTI SUZUKI vehicles.
8. In the study, we found that majority of the respondents give preference to the
MARUTI SUZUKI vehicles mostly due to reasons like Affordable price, Quality
service and Better Mileage.
9. More than 90% of the respondents are happy with the price of Maruti Suzuki
vehicles comparing with other brands.
10. From the analysis, it is found that mainly word of mouth, Broadcasting and product
demonstration influenced respondents to buy Maruti Suzuki cars.
11. It is found from the study that promotional tools like Publicity, Advertisement and
Personal Selling influenced respondents to buy Maruti Suzuki cars.
12. Almost 90% of the consumers are satisfied with the promotional methods used by
Maruti Suzuki.

28
8.1 Conclusion

Maruti Suzuki, a brand that need no introduction has made its mark in the four  wheeler
industry with its various products. It is the most selling car brand of India since decades.
Through the years of it's glorious journey, the company has used innovative
technologies and provided effective and affordable service to its customer and
developed a positive image of the brand in the minds of the people.

The experience gained during the internship was really immense and it will be helpful in
future after the end of the course curriculum. The working environment of the
organization is very good. All the member of the organization was co-operative and
everyone willing to help and support.

Lastly, it was an excellent experience working in such a prominent organization. If given

an opportunity in future it would be a pleasure for me to work for them.

29
9.1 Suggestions:
Maruti Suzuki is the market leader in the four wheeler industry of India. Actually,
It does not need any suggestions from me. But from our analysis, we find
something that should be mentioned

1. The company should add some more feel good features in the cars.
2. Mostly, people under the age group of 30-40 prefer to buy Maruti Suzuki
cars. The company need to think something to attract the youth
generations.
3. The company should enhance the test drive quality.
4. Some customers are not happy with the design of some budget segment
cars of the company. They buy those models because of the affordability.
The company should give some concentration in the design of their budget
category cars in their upcoming generations.
5. Some customers are not happy with the increasing price of some models of
Maruti Suzuki. If possible, the company should look into it.
6. Some customers want Maruti Suzuki to reintroduce Diesel engine in their
cars.

30
10.1 BIBLIOGRAPHY
Books:
 Kotler Philip, Mareting Management, Prentice Hall of India(P) Ltd,
New Delhi(2001)

Websites:
 https://www.marutisuzuki.com/
 https://www.marutisuzuki.com/corporate/about-us
 https://en.m.wikipedia.org/wiki/maruti_suzuki
 https://www.slideshare.net/anurag77//maruti-suzuki-ppt-12809979

31
THANK YOU

32