1

A

PROJECT REPORT

ON

“A Study of Customer Feedback & After Sales Services

At

Excell Auto-Vista, FOR Maruti Suzuki India PVT.LTD.”

By

MR. SHEKHAR SHIVAJI ANBHULE

Under the guidance of

Dr. A. K. SOOD

Submitted to

SavitribaiPhule Pune University

In partial fulfillment of requirement for the award of the

Degree of

Master of Business Administration (MBA)

(2014-15)

Through

JSPM’S

RAJASHRI SHAHU COLLEGE OF ENGINEERING

Tathawade, Pune 33.

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DECLARATION

I undersigned hereby declare that project entitled “A Study of Customer Feedback & After Sales Services at Excell Auto-Vista, forMaruti Suzuki India PVT.LTD” written and submitted by me original work is done under the guidance of Dr. A. K. Sood the imperial finding in this report are based on data collected by myself. While preparing this I have not copy from any report. I understand that such copy is entitled to be punished in a way that university authority deems to be fit.

Place:- Pune

Date:-

SHEKHAR.SHIVAJI. ANBHULE

3

ACKNOWLEDGEMENT

My Special Thanks and gratitude to CEO, of Excell Auto-Vista automobiles for

his generosity, cooperation and superb guidance that helped me in completion of

my project report. I am also thankful to my company Guide, Mr. Dinesh Dhore

(Training manager) of Excell Auto-Vista automobiles & my institute guide Dr. A.

K. Sood for their encouragement and motivation which was a great source of

inspiration. I am extremely grateful to Mr. SanketMandlik (Branch Manager) and

the entire staff of Excell Auto-Vista automobiles for their cooperation and

generosity. Their experience helped me a lot in doing my project.

Shekhar.S.Anbhule

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EXECUTIVE SUMMARY

Summer Training is an integral part of MASTER IN BUSINESS ADMINISTRATION

(MBA).As a part of the curriculum student are required to undergo 60 days training with

reputed organization to learn the daily activity and if possible help the management study

and address some identified issue associated with some specific engagement area. The

main purpose of the training is to get exposure to the functioning of the organization.

Maruti Suzuki was promoted in the 1970. Indira Gandhi’s son Sanjay Gandhi was the

managing director. It is a professionally managed and well establishes company enjoying

the confidence of consumers because of its superior quality product and excellent

customer services. Maruti Suzuki is a company, which believes in providing quality. Due

to these features I did my summer internship in Maruti Suzuki with the aim of getting

exposure to the functioning of the organization.

Maruti Suzuki is one of India's leading automobile manufacturers and the market leader

in the car segment, both in terms of volume of vehicles sold and revenue earned. Until

recently, 18.28% of the company was owned by the Indian government, and 54.2% by

Suzuki of Japan. The Indian government held an initial public offering of 25% of the

company in June 2003. As of May 10, 2007, Govt. of India sold its complete share to

Indian financial institutions. With this, Govt. of India no longer has stake in

MarutiUdyog.

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The project is to check customer feedback and after sales services provided by Excel

Auto-Vista. Now a day’s customer satisfaction is very important. In past year’s company

was focused on products only but time has changed now. Today’s customers are

educated, they are aware about products and their features. At the same customer can get

information from online, reference group, website etc. Customer feedbacks are important

to check the satisfaction level of customer. With the help of feedback, company can make

necessary changes in process or can suggest for sales force training.

Today Company not only limited to sale the product but have to give after sales services

too. After sales services are help to keep long term strong relationship with customer.A

Totally Satisfied Customer contributes 2.6 times revenue to a company as a Somewhat

Satisfied Customer. To keep customer satisfy company has to work on after sales service.

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LIST OF FIGURE

Sr. No. Topic Page No

1 Maruti Models (Bar chart no -7.1) 48

2Version (Pie chart no -7.2)

49

3 Feature (Pie chart no -7.3) 50

4 Performance of Car (Pie chart no -7.4) 51

5 Service Prompt Time (Bar chart no -7.5) 53

6 Satisfaction Level (Pie chart no -7.6) 56

7 Sales Executive Performance (Pie chart no -

7.7) 58

8 After Sales Service (Pie chart no -7.8) 59

9 Place Visit (Pie chart no -7.9) 60

10 Company Benefit(Pie chart no -7.10) 61

11 Areas of Improvement (Pie chart no -7.11) 62

12 Additional Benefit (Pie chart no -7.12) 63

13 Problem Sorting (Pie chart no -7.13) 64

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LIST OF TABELS

Sr. No. Topic Page No

1 Maruti Models (Table no -7.1 ) 48

2Version (Table no -7.2 )

49

3 Feature (Table no -7.3) 50

4 Performance of Car (Table no -7.4) 51

5 Service Prompt Time (Table no -7.5) 53

6 Satisfaction Level (Table no -7.6) 56

7 Sales Executive Performance (Table no -7.7)58

8 After Sales Service (Table no -7.8 ) 59

9 Place Visit (Table no -7.9) 60

10 Company Benefit (Table no -7.10) 61

11 Areas of Improvement ( Table no -7.11 ) 62

12 Additional Benefit (Table no -7.12) 63

13 Problem Sorting (Table no -7.13) 64

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INDEX

Sr.N

o

Particulars Page

No

1 Introduction 1-4

2 Company Profile 5-18

3 Industry Profile 19-27

4 Outline Of the Problem (Scope & Objectives) 28-30

5 Theoretical Background 31-36

6 Research Methodology 37-46

7 Data Analysis and Interpretation 47-64

8 Learning Through Project 65-66

9 Findings & Conclusion 67-69

10 Contribution to the Host of Organization

(Suggestions)

70-71

11 Limitations 72-73

12 Bibliography 74-75

13 Annexures 76-80

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CHAPTER 1

INTRODUCTION

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INTRODUCTION

In today’s intensely competitive, rapidly changing and highly complex environment

characterize by diminishing customer loyalty, the need to be market – focused and

customer centric is more critical than any other time in past.

It is highly imperative for every organization to retain and use valuable information

about their customer to enhance their business strategies and product and service

offerings. Today, the key focus area of much organization is identification of a link

between customer satisfaction and performance. However, satisfaction as the

confirmation of expectation has started to be conceptualizing almost as a threshold for

customers.

The delivery of satisfaction is the minimum the customer expects. After completing the

primary formalities for vocational training, the approach followed for the project was by

having debatable discussion on various topics with the project guide, and keeping in mind

the total time duration 8 weeks, the project title “Study of the customer feedback

(Service) and after sales services at Excell Auto-Vista Navi Mumbai” was decided.

Customer service is the provision of service to customers before, during and after a

purchase. According to Turban et al. (2002), "Customer service is a series of activities

designed to enhance the level of customer satisfaction – that is, the feeling that a product

or service has met the customer expectation."

The importance of customer service may vary by product or service, industry and

customer. The perception of success of such interactions will be dependent on employees

"who can adjust themselves to the personality of the guest," according to Micah

Solomon. Customer service can also refer to the culture of the organization - the priority

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the organization assigns to customer service relative to other components, such as

product innovation or low price. In this sense, an organization that values good customer

service may spend more money in training employees than average organization, or

proactively interview customers for feedback.

From the point of view of an overall sales process engineering effort, customer service

plays an important role in an organization's ability to generate income and revenue.[3]

From that perspective, customer service should be included as part of an overall approach

to systematic improvement. A customer service experience can change the entire

perception a customer has of the organization.

The objective behind making this project is to have the knowledge of the practices of

Maruti Services by the Service Department. Maruti Suzuki India Limited 50% smaller,

fewer, lighter and more beautiful style and design quotient (formerly MarutiUdyog

Limited), a subsidiary of Suzuki Motor Corporation of Japan, is India's largest passenger

car company, accounting for over of the domestic car market. From its very inception,

Maruti Suzuki has brought to India, a simple yet powerful Japanese philosophy.

The benefits of product quality, safety and cost consciousness have been fused and

filliped in order to present the Indian populace with cars high on the .

The extreme relevance of brands in the Indian car arena, in beat with the lifestyles and

desires of our changing nation has made us the market favorites, for over two decades.

Gaining ground from strength to strength, we are inspirited now more than ever, to push

boundaries and conquer new horizons.

Closing a sale is the first step to increasing your sales, not the last. Providing good after-

sales service shows your customers you want to build a long-term relationship with them

earn their loyalty and keep their business.

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Many successful businesses use after-sales service strategies to consolidate sales, build

customer relationships and grow their profits. Providing after-sales service keeps your

customers coming back to you and encourages them to refer your business to others.

After-sales service includes what you do at the point of sale, including your customer

service and selling techniques. It also includes how you follow up after the customer has

left, such as providing follow-up contact and effectively dealing with complaints.

This guide highlights the importance of after-sales service and explains customer service

techniques that will help you build better relationships with your customers

After-sales service starts from the moment your customer has made their decision to buy,

even before you've completed the sale transaction. After-sales service includes service at

point of sale, such as:

Thanking customers for their business

Confirming sales or delivery arrangements verbally or by email or letter

Ensuring customers have your contact details and that you have theirs

Adding customers to business mail or email lists

Suggesting related or additional products or services.

Customer feedback and after sales service are important in today’s day. Selling a product

is not enough now to retained customer after sale services is also important. With the help

of customer feedback and after sale services we can understand the current position of the

product and company too. After sale services ensures the healthy relationship with our

consumers. Customer feedback is needed at the time of decision making. Customer

feedback can give information about area to improve. After sale service ensures that the

services provided by company are up to the mark.

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CHAPTER 2

COMPANY PROFILE

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2.1 QUICK FACTS

Year of Establishment February 1981

Vision "The Leader in The Indian Automobile

Industry, Creating Customer Delight and

Shareholder's Wealth; A pride of India."

Industry Automotive Four Wheelers

Listings & its codes BSE - Code: 532500 NSE - Code: MARUTI

Bloomberg: MUL@IN Reuter: MRTI.BO

Joint Venture With Suzuki Motor Company, now Suzuki

Motor Corporation, of Japan in October 1982

Registered & Corporate Office 11th Floor, JeevanPrakash 25, Kasturba

Gandhi Marg New Delhi - 110001, India

Tel.: +(91)-(11)-23316831 (10 lines) Fax:

+(91)-(11)-23318754, 23713575 Telex: 031-

65029 MUL IN

Works Palam Gurgaon Road Gurgaon -122015

Haryana, India Tel.: +(91)-(124)-2340341-5,

2341341-5

Website www.marutisuzuki.com

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2.2 MILESTONES OF DEVELOPMENT

Year

1981 MarutiUdyog Ltd. was incorporated.

1982 Steped into a JV with SMC of Japan

1983 Maruti 800, a 796 cc hatchback, India's first affordable car was

produced

1984 Installed capacity reached 40,000 units. Omni, a 796 cc MUVwas in

production

1985 Launch of Maruti Gypsy (970cc, 4WD off-road vehicle) produced

1986 Produced 100,000 vehicles (cumulative production)

1987 Exported first lot of 500 cars to Hungary

1988 Installed capacity increased to 100,000 units

1992 SMC increases its stake to 50 per cent

1994 Produced the 1 millionth vehicle since the commencement

ofproduction

1995 Second plant launched, the installed capacity reached 200,000 units

1996 Launch of 24-hour emergency on-road vehicle service

1997 Produced the 2 millionth vehicle since the commencement of

production

1998 Launch of website as part of CRM initiatives.

1999 Launch of Maruti - Suzuki innovative traffic beat in Delhi and Chennai

as social initiatives

2000 IDTR (Institute of Driving Training and Research) launched jointly

16

with Delhi government to promote safe driving habits

2001 Launch of customer information centers in Hyderabad

2002 Bangalore and Chennai. SMC increases its stake to 54.2 per cent

2003 Launch of Maruti Finance with 10 finance companies in16 Mumbai. Start of Maruti True value in Mumbai. Production of 4 millionth vehicle

2004 Listed on BSE and NSE after a public issue oversubscribed 10 times.

Maruti closed the financial year 2003-04 with an annual sale of472122

units, thehighest ever since the company began operations 20 years

ago

2005 The fiftieth lakh car rolls out in April, 2005

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2.3 COMPANY PROFILE

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

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

Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of New Delhi. Maruti’s Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 700,000 units annually. During 2012-13, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported.

Maruti Suzuki offers 13 models,MarutiCiaz, Celerio,Omni, Alto K10,Alto 800, Versa (Eeco), Ritz, Wagon R, Swift, Swift Dzire, SX4,ErtigaA-Star and Grand Vitara. Swift, Swift dzire, A star and SX4 are maufactured in Manesar, Grand Vitara is imported from Japan as a completely built unit (CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant.

Established in December 1983, Maruti Suzuki India Ltd. has ushered a revolution in the Indian car industry. This car is meant for an average Indian individual who is affordable as well as has elegant appeal. Maruti Suzuki India Ltd. is the result of collaboration of Maruti with Suzuki of Japan.

At this time, the Indian car market had stagnated at a volume of 30,000 to 40,000 cars for the decade ending 1983. This was from where Maruti took over. The company has crossed the milestone of becoming the first Indian company in March 1994, by manufacturing in totality one million vehicles. It is known for its mass-production and selling of more than a million cars.

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Maruti Suzuki India Ltd. is the India's largest automobile company which entered in the market with affirmed aim to render high quality fuel – efficient and low - cost vehicles. More than half the number of cars sold in India wears a Maruti Suzuki badge. Maruti Suzuki are a subsidiary of Suzuki Motor Corporation Japan. Maruti Suzuki offer full range of cars- from entry level Maruti 800 & Alto to stylish hatchback Ritz, A star, Swift, Wagon R, Estillo and sedans DZire, SX4 and Sports Utility vehicle Grand Vitara. Since inception, Maruti Suzuki have produced and sold over 7.5 million vehicles in India and exported over 500,000 units to Europe and other countries.

Maruti Suzuki’s turnover for the fiscal 2008-09 stood at Rs. 203,583 Million & Profit after Tax at Rs. 12,187 Million.

Sales figure in the year 1993 has reached up to 1, 96,820. Maruti comes in a variety of models in the 800 segment. Its cars operate on Japanese technology, pliable to Indian conditions and Indian car users. By the year 1998-99, the company has modernize the existing facilities and expand its capacity by 1, 00,000 units. Recently toward off the growing competition, Maruti has completed Rs. 4 billion expansion project at the current site, which has raised the total production capacity to over 3,20,000 vehicles per annum. With the coming of each and every year, the total production of the company exceed by 4, 00,000 vehicles.

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MISSION

An Organization’s mission is the purpose or reason for the organization’s existence,

means, what the company is providing to society. “Maruti seeks to create a more

prosperous society through automotive manufacturing” Mission critical attitude and fiscal

prudence has been a way of life within Maruti, good or bad times notwithstanding. And

what has fuelled this over the last 18 months is the Japanese major's 3-G philosophy

pushed by Nakanishi, which he refers to as 'going back to basics'. "Arm chair

management doesn't help," says Nakanishi. Genba (go to actual spot), Genjitsu (see

what's happening) and Gembutsu (identify actual problem) have laid down the

framework for Maruti in its 3-year rolling plan till 2010- 11. Maruti’s fundamental

mission is to contribute to people’s lifestyles, society, and the economy through

automotive manufacturing. In upholding this mission, we have always focused on the

future of the automobile industry when deciding how best to position our company.

VISION

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2.4 FACILITIES

Maruti Suzuki has two manufacturing facilities in India. Both manufacturing facilities

have a combined production capacity of 14, 50,000 vehicles annually. During a recent

meeting of the Gujarat chief minister with Suzuki Motor Corp chairman & CEO Osamu

Suzuki, the Chairman had said that the work on car manufacturing plant at Mandal near

Ahmedabad would be started soon. Maruti Suzuki to set up second plant in Gujarat;

acquires 600 acres.

The Gurgaon Facility

The Gurgaon manufacturing facility has three fully integrated manufacturing plants and

is spread over 300 acres (1.2 km2). All three plants have an installed capacity of 350,000

vehicles annually but productivity improvements have enabled it to manufacture 900,000

vehicles annually. The Gurgaon facilities also manufacture 240,000 K-Series engines

annually.

The entire facility is equipped with more than 150 robots, out of which 71 have been

developed in-house. The Gurgaon Facilities manufactures

the 800, Alto, WagonR,Estilo, Omni, Gypsy, and E-eco.

This is where it all began, where the first Maruti 800 rolled out. One that Mr. Harpal

Singh drives to date. A shining example of Maruti Suzuki’s manufacturing and product

quality.

Spread over 300-acres, the Gurgaon Plant has 25% area dedicated as green area. This

plant turns out 9 lakh cars every year. An advanced K-Series engine assembly has already

produced over 10 lakh advanced K-Series.

21

The Manesar Facility

Maruti Suzuki’s Manesar facility has been made to suit Suzuki Motor Corporation (SMC)

and Maruti Suzuki India Limited's (MSIL) global ambitions. The plant was inaugurated

in February 2007. At present the plant rolls out World Strategic Models Swift, A-star &

SX4 and DZire. The plant has several in-built systems and mechanisms. There is a high

degree of automation and robotic control in the press shop, weld shop and paint shop to

carry on manufacturing work with acute precision and high quality.

The plant is designed to be flexible: diverse car models can be made here conveniently

owing to automatic tool changers, centralized weld control system and numerical control

machines that ensure high quality. The plant at Manesar is the company's fourth car

assembly plant and started with an initial capacity of 100,000 cars per year. This will be

scaled up to 300,000 cars per year by October 2008.

Diesel Engine Plant- Suzuki Power train India Limited

Suzuki Powertrain India Limited the diesel engine plant at Manesar is SMC's &Maruti's

first and perhaps the only plant designed to produce world class diesel engine and

transmissions for cars. The plant is under a joint venture company, called Suzuki

Powertrain India Limited (SPIL) in which SMC holds 70 per cent equity the rest is held

by MSIL. This facility has an initial capacity to manufacture 100,000 diesel engines a

year. This will be scaled up to 300,000 engines/annum by 2010.

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2.6 PRODUCT PROFILE

Current models

Model Launched Category Image

Omni 1984 Minivan

Gypsy 1985 SUV

WagonR 1999 Hatchback

Swift 2005 Hatchback

SX4 2007 Sedan

23

Grand Vitara 2007 Mini SUV

Swift DZire 2008 Sedan

Ritz 2009 Hatchback

Eeco 2010 Minivan

Alto K10 2010 Hatchback

Kizashi 2011 Sedan

Ertiga 2012 Mini MPV

24

Alto 800 2012 Hatchback

Stingray 2013 Hatchback

Celerio 2014 Hatchback

Ciaz 2015 Sedan

Discontinued models

Model Launched Discontinued Category Image

Gypsy E 1985 2000 SUV

25

1000 1990 2000 Sedan

Zen 1993 2006 Hatchback

Esteem 1994 2008 Sedan

Baleno 1999 2007 Sedan

Versa 2001 2010 Minivan

Grand Vitara

XL72003 2007 Mini SUV

800 1983 2012 Hatchback

26

Alto 2000 2012 Hatchback

Zen Estilo 2006 2013 Hatchback

A-star 2008 2014 Hatchback

MAJOR COMPETITOR

27

CHAPTER 3

INDUSTRY PROFILE

28

3.1INDUSTRY PROFILE

Type PublicTraded as BSE 532500

NSE: MARUTIBSE SENSEX Constituent

Industry AutomotivePredecessors MarutiUdyog LimitedFounded 1981Headquarters New Delhi, IndiaKey People R.C. Bhargava (Chairman)

Kenichi Ayukawa (CEO & MD)Products AutomobilesRevenue 43272 crore (US$7.1 billion) (2013-14)Net income 2469 crore (US$400 million) (2013-14)Employees 6903 (2011)Parent Suzuki

3.2COMPARISON OF MARKET SHARE

MarketShareReport (HalfYearlyReport)

Company NameJan - June

'14Jan - June

'13Growth / Degrowth

Maruti Suzuki 46.27% 43.83% 5.56%

Hyundai 16.92% 15.60% 8.46%

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Mahindra 9.28% 10.76% (13.73%)

Honda l Cars 7.29% 4.02% 81.52%

Toyota 4.94% 5.98% (17.28%)

Tata Motors 4.86% 5.75% (15.50%)

Ford 3.25% 2.45% 32.67%

Chevrolet 2.70% 3.71% (27.28%)

Others  Combined (Skoda, VW, Renault, Nissan, Fiat)

4.49% 7.91% (43.25%)

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3.3 INDIAN MARKET PLAYERS

31

The automobiles sector is compartmentalized in four different sectors which are as follows:

Two-wheelers which comprise of mopeds, scooters, motorcycles and electric two-wheelers

Passenger Vehicles which include passenger cars, utility vehicles and multi-purpose vehicles

Commercial Vehicles that are light and medium-heavy vehicles Three Wheelers that are passenger carriers and goods carriers.

The automobile industry is one of the key drivers that boosts the economic growth of the country. Since the de-licensing of the sector in 1991 and the subsequent opening up of 100 percent FDI through automatic route, Indian automobile sector has come a long way. Today, almost every global auto major has set up facilities in the country.

As per the data published by Department of Industrial Policy and Promotion (DIPP), Ministry of Commerce, Government of India, the cumulative FDI inflows into the Indian automobile industry during April 2000 to October 2013 was noted to be US$ 9,079 million, which amounted to 4% of the total FDI inflows in terms of US $. The production of compact superbikes is also expected to take place in India. The country has a mass production base of 16 million two-wheelers and the several global as well as Indian bike makers are looking forward to use it as an advantage in order to roll out sports bikes in the 250 cc capacity.

 

The world standing for the Indian automobile sector, as per the Confederation of the Indian industry is as follows:

Largest three-wheeler market Second largest two-wheeler market Tenth largest passenger car market Fourth largest tractor market Fifth largest commercial vehicle market Fifth largest bus and truck segment

However, the year 2013-2014 has seen a decline in the industry’s otherwise smooth-running growth. High inflation, soaring interest rates, low consumer sentiment and rising fuel prices along with economic slowdown are the major reason for the downturn of the industry.

 

Except for the two-wheelers, all other segments in the industry have been weakening. There is a negative impact on the automakers and dealers who offered high discounts in order to push sales. To match the decline in demand, automakers have resorted to

32

production cuts and lay-offs, due to which capacity utilization for most automakers remains at a dismal level.

 

Despite the comprehensive market being under extreme burden, the luxury car market has observed a robust double-digit hike during the year 2013-2014, as a result of rewarding new launches at compelling lower price points. Further, with the measured increases in the price of diesel, the overall market continues to shift towards petrol-fuelled cars. This has led to the growth in sales of the 'Mini' segment of the PV market by of 5.5%

 

Factors determining the growth of the industry

Fuel economy and demand for greater fuel efficiency is a major factor that affects consumer purchase decision that will bring leading companies across two-wheeler and four-wheeler segment to focus on delivering performance-oriented products.

Sturdy legal and banking infrastructure Increased affordability, heightened demand in the small car segment and the

surging income of the Indian population India is the third largest investor base in the world The Government technology modernization fund is concentrating on establishing

India as an auto-manufacturing hub.  Availability of inexpensive skilled workers Industry is perusing to elevate sales by knocking on doors of women, youth, rural

and luxury segments Market segmentation and product innovation

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Employment Opportunities

There are a wide range of jobs available in the automobile industry. With the number of vehicles available on the road today, the need and requirement for people who can fix these machines is fast increasing. Careers like automobile technician, car or bike mechanics are a great option. Becoming a diesel mechanic is also a significant alternative. Diesel mechanics are responsible for repairing and servicing diesel engines. As they are also required to repair engines of trucks and buses, other than cars, they are provided with hefty wages.

 

If communication with people instead of repairing cars is what interests you, then you have the opportunity of becoming a salesperson or sales manager in an automobile company. Career opportunities in automobile design, paint specialists, job on the assembly line and insurance of vehicles is also available.

 

Employment Trends

The Automotive Mission Plan for the period of 2006-2016 aims to make India emerge as a global automotive hub. The idea is to make India as the destination choice for design and manufacture of automobiles and auto components, with outputs soaring to reach US$ 145 billion which is basically accounting for more than 10% of the GDP. This would also provide further employment to over 25 million people by 2016 making the automobile the sunrise sector of the economy. 

 

According to the Confederation of Indian Industry, the automobile sector currently employs over 80 lac people. An extension in production in the automobile industry is forecasted, it is likely to rise to Rs. 600000 crore by 2016. 

 

Future Trends in the Automobile Industry

As the auto-shows began in January 2014, the industry promised a blend of technology and automotive. With the recession trend breaking its leashes form the past two years, 2014 is expected to get back on track with the sales of automobiles in the country.

Almost Self-governing cars are predicted to be on the streets by 2020 More than half the cars on the streets are going to be powered by diesel by 2020 Industry watcher Gartner indicates that 30 percent of motorists want parking info.

The facility is likely to come up after glitches in the infrastructure catch up.

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High Performance Hybrid cars are likely to gain greater popularity among consumers.

 

The Indian automobile industry has a prominent future in India. Apart from meeting the advancing domestic demands, it is penetrating the international market too. Favored with various benefits such as globally competitive auto-ancillary industry; production of steel at lowest cost; inexpensive and high skill manpower; entrenched testing and R & D centers etc., the industry provide immense investment and employment opportunities.

Role of Government in Automobile Industry

The government is making efforts to overcome the constraints at their research

centers for automobile industry. India can also learn from countries like Japan that are

already using these technologies for a wide number of applications. The Indian auto

industry should launch programmers for market development and a wider acceptance of

alternative energy-driven vehicles in India. It should also work in tandem with the

government to make India a world leader in this area.

Indian automobile industry is also consistently trying to meet the emerging

challenges of environmental pollution and better safety standard. According to a study,

automobile exhaust contributes more than 60% of the atmospheric pollution in

metropolitan cities, with the growing number of vehicles; the pollution in the cities is

continuously increasing. Government initiated controls by notifying emission standard

from the year 1992 under which were furthers tightened in April 1996 under the Motor

Vehicles Act. Euro-I emission norms have already been made applicable throughout the

country and Indian is poised to induct Euro-II norms across the country by April 2005.

Form that date 7 metropolitan cities are going to switch over to Euro–III norms. To meet

this emerging challenge of newer emission norms Indian automobile industry has already

braced itself up with new investment and fresh technological induction.

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With the growing number of vehicles, the pollution in the cities is ever increasing.

Government initiated controls by notifying emission standards from the year 1992 which

were further tightened under the Motor Vehicle Act. For meeting these norms, unleaded

petrol was also introduced in metropolitan cities from 1995, which enabled fitments of

catalytic convertors on new petrol driven vehicles. The norms are being further tightened

from April,2000 when India’s stage one norm equivalent to Euro-I will become effective.

For 2-wheelers, India has announced one of the tightest norms in the entire world. In the

national capital territory region of Delhi, India’s stage 2 norms equivalent to Euro-II

norms, will be effective from April, 2000, as per the order of Hon’ble Supreme Court.

This would apply to passenger cars.

The government seems most keen to hand over a huge replacement market on a

platter to the automobile industry without ensuring that manufacturers take responsibility

of the emission performance of the vehicles they produce for its useful life. In fact the

most important action point that was recorded after the ministerial consultation was that

manufacturers would have to give emissions warranty for two- wheelers from But

ultimately, the government could not muster enough courage to push the mighty

automobile industry and enforce it.

Government will encourage and assist establishment of specialized training

institutes for the automobile sector through the active association of interested

automobile industries. These institutes will be set up in Bidadi Industrial area and

Dharwad Growth center. The Institute will be managed by the participating automobile

industries and will train skilled category of auto workers, in specified skill areas such as

painting, welding, auto mechanical, etc. It also is making an effort abe to enlist the

support of multilateral aid institutions to provide part of the funding for this project,

which promises tremendous environment-improvement benefits for the vehicle, which

create pollution.

The policy of broad banding capacities in the eighties led to increased utilization

of capacity for four-wheelers in the industry.

36

CHAPTER 4

OUTLINE OF THE PROBLEM

(OBJECTIVES AND SCOPES)

37

OUTLINE OF THE PROBLEM (SCOPE & OBJECTIVES)

Scopes:

Study is restricted to various parts of Navi Mumbai which include other

dealer’s show room.

The scope of the study is restricted to Customer feedback and after sale

services only.

38

Project Title:

“A Study of customer feedback and after sales services at Excell Auto-Vista.”

Objectives of the project:

Primary objective:

To study the customer awareness about Excell Auto-Vista&it’s after

sales services.

To enhance the sales of Maruti Suzuki in the showroom.

Secondary objectives

To make various suggestions on the improvement of the Excell Auto-Vista

automobiles.

To find out the satisfaction level of the customers at Excell Auto-Vista

automobiles showroom.

39

CHAPTER 5

THEORETICAL BACKGROUND

40

Maruti Suzuki

Maruti Suzuki achieves an overall C.S.I Score of 820 an a 1000 point Scale,

overall customer satisfaction with dealer service for the industry improves slightly

in 2013-up by 3 points since 2012,with six of the 11 ranked brands demonstrating

gains. While ranking below the industry average Tata and Mahindra emerge as

the most improved brands, respectively, particularly in the areas of services

initiation, quality of services advisors and in services experience.

“Maruti Suzuki has effectively implemented simple producers that improved satisfaction

with the value of work performed and perceptions of the fairness and honesty of the

dealer, such as greeting service customers quickly upon arrival and fully explaining

charges and repairs”, said MohitArora senior director at J.P Power Asia Pacific,

Singapore “Instituting these low.-effort yet high-impact practices helps to foster trust

among customers, which is critical to building loyalty for future service and sales

opportunities.”

S.M.R.-(service marketing report)-

Services marketing report is the detail of the customers who purchased the car from the

showroom. In this report we have the data about the Customer purchasing date and the

time of car servicing. Means by this report we remind to customer that it is the time of

your car servicing .So we ask some questions for customer satisfaction these are the

following questions:

Ques.1-are you aware of the maintained schedule of yours cars?

Ques2-as per record you cars service in due on-will you like to make a booking?

41

The theory of customer service is based on identifying and satisfying your customers'

needs and exceeding their expectations. A company must be totally committed to

delivering consistently high standards of service to gain and retain customer loyalty.

Everyone from top management on down must be tuned into what the customer wants.

Creating a customer service culture within a company can help build success. Customer

satisfaction and loyalty are inextricably linked to the quality of customer service and,

ultimately, to the company’s profitability.

What is After Sales Service?

After sales service refers to various processes which make sure customers are satisfied

with the products and services of the organization.

The needs and demands of the customers must be fulfilled for them to spread a positive

word of mouth. In the current scenario, positive word of mouth plays an important role in

promoting brands and products.

After sales service makes sure products and services meet or surpass the expectations of

the customers.

After sales service includes various activities to find out whether the customer is happy

with the products or not? After sales service is a crucial aspect of sales management and

must not be ignored.

42

Why After Sales Service?

After sales service plays an important role in customer satisfaction and customer

retention. It generates loyal customers. Customers start believing in the brand and get

associated with the organization for a longer duration. They speak good about the

organization and its products.A satisfied and happy customer brings more individuals and

eventually more revenues for the organization.

After sales service plays a pivotal role in strengthening the bond between the

organization and customers.

After Sales Service Techniques

Sales Professionals need to stay in touch with the customers even after the deal.

Never ignore their calls.

Call them once in a while to exchange pleasantries.

Give them the necessary support. Help them install, maintain or operate a

particular product. Sales professionals selling laptops must ensure windows are

configured in the system and customers are able to use net without any difficulty.

Similarly organizations selling mobile sim cards must ensure the number is

activated immediately once the customer submits his necessary documents.

Any product found broken or in a damaged condition must be exchanged

immediately by the sales professional. Don’t harass the customers. Listen to their

grievances and make them feel comfortable.

Create a section in your organization’s website where the customers can register

their complaints. Every organization should have a toll free number where the

customers can call and discuss their queries. The customer service officers should

take a prompt action on the customer’s queries. The problems must be resolved

immediately.

Take feedback of the products and services from the customers. Feedback helps

the organization to know the customers better and incorporate the necessary

changes for better customer satisfaction.

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Ask the customers to sign Annual Maintenance Contract (AMC) with your

organization. AMC is an agreement signed between the organization and the

customer where the organization promises to provide after sales services to the

second party for certain duration at nominal costs.

The exchange policies must be transparent and in favour of the customer. The

customer who comes for an exchange should be given the same treatment as was

given to him when he came for the first time. Speak to him properly and suggest

him the best alternative.

Closing a sale is the first step to increasing your sales, not the last. Providing good after-

sales service shows your customers you want to build a long-term relationship with them

earn their loyalty and keep their business.

Many successful businesses use after-sales service strategies to consolidate sales, build

customer relationships and grow their profits. Providing after-sales service keeps your

customers coming back to you and encourages them to refer your business to others.

After-sales service includes what you do at the point of sale, including your customer

service and selling techniques. It also includes how you follow up after the customer has

left, such as providing follow-up contact and effectively dealing with complaints.

This guide highlights the importance of after-sales service and explains customer service

techniques that will help you build better relationships with your customers

After-sales service starts from the moment your customer has made their decision to buy,

even before you've completed the sale transaction. After-sales service includes service at

point of sale, such as:

thanking customers for their business

confirming sales or delivery arrangements verbally or by email or letter

44

ensuring customers have your contact details and that you have theirs

adding customers to business mail or email lists

Suggesting related or additional products or services.

Manufacturing brands are no exception. Logos, packaging and unique selling

propositions have their place, but ultimately a manufacturer’s brand is built on how

customers’ experience its products and services. With social media growing to gigantic

proportions, the bad word about a brand or a product spreads much more virally than the

good word.

This is precisely why after-sales service is important today – it is a key influencer in the

purchasing decisions of the consumer. It also provides benefits in the form of recurring

revenue streams, provides new sources of differentiation and offers a new counter force

to the commoditization in mature industries. Manufacturers of everything from elevators

and freezers to security systems and transportation equipment — products built to last —

find that revenues from after-sales (including product installation, configuration,

maintenance, and repairs) average 25 percent or more of their total revenues. The profit

margins from after-sales can be 10 times or more than those from initial product sales.

Little wonder that many organizations today want to reap the benefits that after-sales

promises.

After sales service refers to the treatment of customers in the aftermath of sales. For

example, after being sold a bike, after sales service may involve free bike maintenance

for a number of weeks.

After sales service is an important part of non price competition often found in

Oligopoly. After sales service can be a way to encourage people to buy the product in the

first place; it can be used to justify a higher price for the good.

The provision of after sales service varies in importance depending on the type of good.

For example, after sales service and extended warranties are important for goods like

electrical goods and new cars.

45

CHAPTER 6

METHODOLOGY

46

RESEARCH METHODOLOGY

MEANING OF RESEARCH

“Research is defined as the systematic and objective search for and analysis of information relevant to the identification and solution of any problem.”

ROLE OF RESEARCH

Research is a systematic collection and analysis of information that is ultimately used in evolving decisions. All the stages in research must be carried out in logical manner. It should also ensure objectivity in every steps. Research must not be a mere collection of statistical information. One must justify the choice of methodology of data collection and analysis. And research must not be too preoccupied with techniques, but instead convey the meaning of the results in marketing terms even when some advanced sophisticated or advanced tools is used.

MARKETING RESEARCH

Marketing research plays an important role in the process of marketing.

It helps the firm to acquire a better understanding of the consume competition and the

47

marketing environment.

DEFINITION

“Marketing research is a systematic gathering, recording and analysis marketing problem to facilitate decision making.”

- Coundiff& Still.

“Marketing research is a systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services.

- Phillip Kotler

Definition:Research methodology is a process to systematically solve the research

problem. It maybe understood as a science of studying how research is done

scientifically. Why a research studyhas been undertaken, how the research problem has

been defined. In what way and why thehypothesis has been formulated, what data have

been collected and particular method has beenadopted. Why particular technique of

analyzing data has been used and a host of similar otherquestions are usually answered

when we talk of research methodology concerning a researchproblem or study.

Research methodology is away to systematically solve research problem. In it we study

the various steps that are generally adopted by researcher in studying his research

problem along with logic behind them. It is necessary for a researcher to know not only

the research method/techniques but also the methodology. It may be noted, in the context

of planning & development that the significance of research lines in its quality and not in

quantity. Researcher should know how to apply particular research techniques, but they

also need to know which of these methods or techniques, are relevant and which are not,

and what would they mean and indicate and why?

48

“Research is common parlance refers to a search for knowledge. In fact research is an act

of scientific investigation.” The project was divided in to the following steps:

1. To decide objective of the study

2. To decide research design & application

3. To decide source of data collection

4. To decide form of data collection

5. To organize & collect data

6. To process & analyze data

7. To prepare the research report

6.1 STEPS OF RESEARCH

1. To decide objective of the Study:-

This step is also research problem. Problem definition is the most critical part of

the research process. Research problem definition involves specifying the

information needed by management.

The main objective of the study is:

To study the awareness of Maruti Suzuki &Excell Auto-Vista automobiles in

Navi Mumbai.

To find out the level of customer satisfaction with the offers, discount and

services offered by Maruti Suzuki &Excell Auto-Vista automobiles.

49

2. To decide research design & application:-

Research design involves defining the research problem, determining how to

collect the data and from whom, establishing the way the data will be analyzed

estimating costs and the preparation of the research approach. For this study,

descriptive research was selected.

3. To decide Source of data there are two sources of data

o Primary Data

o Secondary Data

Primary data: - Primary data is the original data collected specifically for the

problem.

Reason for selecting primary data: -

In terms of primary data a questionnaire has been used to interview desire sample

units that give accurate and up to data information as well better to research

problem.

Research approaches: -

Primary data can be collected in five main ways: through Observation, focus

groups, surveys, behavioral data, and experiments.

Research instruments:-

Marketing researchers have a choice of three main research Instruments in

collecting primary data:

50

Questionnaires: - A questionnaire consists of questions presented to respondents

for their answers. Because of its flexibility, the questionnaire is by far the most

common Instrument used to collect primary data. Questions can be open-ended or

closed-Ended

Qualitative measures: -

Some marketers prefer more qualitative methods for gauging consumer opinion

because consumer actions do not always match their answers to survey questions.

Qualitative research techniques are relatively unstructured measurement

approaches that permit a range of possible responses, and they are a creative

means of ascertaining consumer perceptions that may other-Wise be difficult to

uncover.

Mechanical devices: -

Mechanical devices are occasionally used in marketing research .Mechanical

devices like galvanometers measure the respondent’s interest or emotions aroused

by exposure to a specific ad or picture.

Secondary data:-

Data potentially useful in solving a current problem but that were collected for a

different purpose.

Reason for selecting secondary data:-

Secondary data can be gathered quickly and inexpensively, compared to primary

data; it is clear useful to study analyzing the recent development in the telecom

industry.

Contact methods:-

51

Once the sampling plan has been determined, the marketing researcher must

decide how the subject should be contact:

Mail questionnaire: -

The mail questionnaire is the best way to reach people who would not give

personal interviews or whose responses might be biased or distorted by the

interviewers. Mail questionnaires require simple and clearly worded questions.

Telephone interview: -

Telephone interviewing is the best method for gathering information quickly; the

interviewer is also able to clarify questions if respondents do not understand them.

The response rate is typically higher than in the case of mailed questionnaires.

Personal interview: -

Personal interviewing is the most versatile method. The interviewer can ask more

questions and record additional observations about the respondent, such as dress

and body language. Personal interviewing takes two forms. In arranged

interviews, respondents are contacted for an appointment, and often a small

payment or incentive is offered. Intercept interviews involve stopping people at a

shopping mall or busy street corner and requesting an interview.

Online interviews: -

There is increased use of online methods. There are so many ways to use the

Net to do research. In this method, researcher can include a questionnaire on its

Web site and offer a people to answer the questionnaire.

Here use online questionnaires as an instrument of research.

4. To decide form of data collection:-

52

For this project survey method was selected which was carried through personal

interview because information from different customers was required.

5. To organize & collect data:-

Once the researcher has formulated and development a research design including

questionnaire second thing he has to decide whether he has to collect the

information, from all the targeted customers there can be two types of survey are

possible.

o Sample Survey

o Census Survey

Sample

Sample is the true representation of the population by studying of the sample we

can predict the behavior of the population.

Sample Size: 92 (in this case)

Method of Sampling:-

In this project, the survey was done within the market that means probabilistic

convenience Sampling was carried out.

6. To process & analyze data:-

After the data was collected it was tabulated, analyzed and interpreted to the

conclusion reach.

Techniques Applied

Bar Chart: - A chart in which the length of the bar represents the amount of the

item associated with the bar.

53

Pie Chart: - A circle divided in two sections, such that each section represents the

percentage of the total area of a circle associates with one variable.

7. To Process and Analyse collected data

The study and access of the Financial Position of the organisation as well as the

procedure of the Treasury Management process data collected by survey.

8.To prepare Research Report

The culmination of the entire research process is “Research Report.”

Definition: -“To convey to the interested persons the whole result of the study

sufficient detail and so arranged as to enable each reader to comprehend the data and to

determine for himself the validity of conclusions.:

-American Marketing Society.

The research report has been prepared according to the report writing principles. I have

tried my best to maintain the objectivity, coherence and clarity in the presentation of the

ideas. Essence of good report is that it effectively communicates its research findings.

54

6.2 TYPES OF RESEARCH

Along with this there may be 3 type of research methodology these are:-

They are –

o Exploratory Research

o Descriptive Research

o Casual Research

“My research is based on the Descriptive research.”

Descriptive Research:-

“The objective of this research is to gather preliminary information that will help

us to define the problem and to suggest any hypothesis.”

Which means first we have to define the problem and research objective? Then

we have to develop the research plan for collecting information. Now after

collection data we have to interpret those data for any suggestion.

55

CHAPTER 7

DATA ANALYSIS AND INTERPRETATION

56

ANALYSIS AND INTERPRETATION OF DATA

1. Which Maruti Model do you have?

Model Respondent PercentageMaruti Alto800 9 10%Maruti Alto K10 12 13%Maruti Wagon-R 35 38%Maruti Swift 24 26%Others 12 13%Total 92 100%

Maruti Alto800

Alto K10 Wagon-R Swift Others

Respondent 9 12 35 24 12

Percentage 10 13 38 26 13

2.5

7.5

12.5

17.5

22.5

27.5

32.5

37.5

Maruti Model

Data Analysis:

From the above table we can conclude that according to opinion of customers,10% are

use Maruti Alto 800 ,13% are use Maruti Alto K10,38% are use Maruti wagon-R,26%

are use Maruti-Swift and 13% people are use other car of Maruti Suzuki.

Data interpretation:

Most demanded version of the company is Wagon-R, because, its design & price is very

affordable to the customer.

57

2. Which Version do you have?

Particular

Respondent

Percentage

Petrol 42 46%Diesel 23 25%LPG & CNG 27 29%

46%

25%

29%

Version

Petrol Diesel LPG & CNG

Data Analysis:-

From the above table we can conclude that according to the dealers 25 % of the customer

asks for the diesel variants while 46% support the petrol variants and 29 % wants the

CNG variants of different models.

Data Interpretation:-

The demand for the diesel variant is more for most of the models but the firm has limited

number of the models having diesel variants. The customers are also looking for the gas

models which will suitable for LPG and CNG. So the firm should think for the diesel and

gas variants.

58

3. If you have Maruti Suzuki what features do you like most?

Particular

Respondent

Percentage

Price 25 27%Quality 24 26%Services 30 33%Others 13 14%

Price27%

Quality26%

Service33%

Other14%

Features

Data Analysis:-

The above analysis shows that 27% of customers are buying the Maruti Suzuki

product for its price, 26% buy them due to their quality. 33% think that after sale

service is provided by Maruti. And 13% people buy them due to other reasons

like style, look etc.

Data Interpretation:-

We can conclude that most of the people think that Maruti Suzuki pricing are

economical so they are loyal to his brand, while other people give emphasis on

the after sale service. Quality and other features are also a trait for the buyers.

59

4. What is the performance of your Car?

Particul

ar

Responde

nt

Percenta

ge

Excelle

nt 28 30%

Very

Good 42 46%

Good 14 15%

Poor 8 9%

Performance

ExcellentVery GoodGoodPoor

Data Analysis:-

The above analysis shows that there is 30% customers are highly satisfied from

the performance of car, there is 46% response is very good and 15% is response

for good also there is 9% response of poor performance of car.

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Data Interpretation:-

We can conclude that there is huge no of customer’s are satisfied with the

performance of the car, data is concerned with those customers who are the

existing customers of Maruti Suzuki and data is also concerned with new

customers.

61

5. After Servicing your vehicles delivered at the promised time?

Particular

Respondent

Percentage

YES 63 68%NO 29 32%

Yes No

Respondent 63 29

Percentage 68 32

5

15

25

35

45

55

65

Data Analysis:-

There is a 68% customer response is that they get their vehicle at promised time, 32%

customers who responded that they never get their vehicle at promised time.

62

Data Interpretation:-

Servicing comes in after sales services; dealer provides these services to customers so

there is necessary for dealer to provide the vehicle at the promised time because it makes

the relationship better with customers.

63

64

6. What rank you will give to your company as for the satisfaction level 1 is the highest 5 is the lowest rank of satisfactory level?

RankRespondent

Percentage

1 24 26%2 28 30%3 18 20%4 13 14%5 9 10%

126%

230%

320%

414%

510%

Satisfaction level

Data Analysis:-

The table is shows the rank for the customer satisfaction level 1 is highest and 5 is the lowest, there is 26% response for the rank 1,30% for the rank 2,20%for the rank 3,14% for the rank 4,10% for the rank 5.

65

Data Interpretation:-

By the analysis this is found that there are huge customers of Mruti Suzuki those are

satisfied from the company.

66

7. How you find the behavior of sales executive?

RankRespondent

Percentage

Excellent 31 34%Very Good 35 38%Good 18 19%Poor 8 9%

34%

38%

20%

9%

Sales executive performance

ExcellentVery GoodGoodPoor

Data Analysis:-

The table shows that there is 34% opinion for the excellent and 38% response for good, 19% for good and also there is 9% opinion for poor relationship with the dealer.

Data Interpretation:-

There should be good relation between customer and dealer because it helps to increase the sales of company and also helpful for making the customer relationship management.

67

8. What you will say about after sales services of company?

RankRespondent

Percentage

Excellent 28 30%Very Good 34 37%Good 18 20%Poor 12 13%

30%

37%

20%

13%

After sales service

Excellent Very Good Good Poor

Data Analysis:-

The table shows that there is 30% customer responded for the excellent services of company and 37% for the very good,20% for the good and there is 13% responded for the poor services of the company.

Data Interpretation:-

68

There is important to know the after sales services of the company it shows the customers satisfaction and also shows the customer relationship management.

9. Does the sales team of Maruti Suzuki regularly visit to your outlet or place?

AnsRespondent

Percentage

YES 66 72%NO 26 28%

Yes72%

No28%

Place Visit

Data analysis:-

From above diagram we are conclude that 72% customer says that they visit their outlet

or place, where 28% customer say they don’t visit.

69

Data interpretation:-

Company’s dealer should improve the service of daily visit of the customer at their place.

10.Which company is giving you much benefit?

ParticularRespondent

Percentage

Maruti Suzuki 28 56%Hyundai 13 26%Ford 1 2%Honda 7 14%Others 1 2%

56%

26%

2%14% 2%

Maruti Suzuki Hyundai Ford Honda Others

Data analysis:-

From the above chart we can conclude that, majority customer give to maruti Suzuki it is 56%, where Hyundai got 26%, Ford got 2%,Honda got 14%,other got 2%.

Data interpretation:-

70

In the sense of the benefit provider company in this case it is ahead.

11.According to you what are the areas of improvement is needed?

ParticularRespondent

Percentage

Service 18 36%Behavior of salesman 6 12%Customer care 21 42%Others 5 10%

36%

12%

42%

10%

ServiceBehaviour of salesmanCustomer careOthers

Data analysis:-

According to the above chart we can understand that, 36% customer need improvement in service, 12% says about behavior of salesmen,42% says about customer care service, and 10% people says about other side improvement.

Data interpretation:-

71

After analysis we can say that customers are not getting many services of company as they expected. So dealer should be improving those services. So it will beneficial to improve customer relationships.

12.What are the additional benefits, company providing to you?

ParticularRespondent

Percentage

Quality Service 19 38%Gifts 3 6%Occasional Wishes 4 8%Regular Phone Calls 2 4%All of these 13 26%None of these 9 18%

38%

6%8%

4%

26%

18%

Additional Benefits

Quality Service Gifts Occasional WishesRegular Phone Calls All of these None of these

Data analysis:-

72

From the above chart we can analyze that 38% prefer quality of service, 6% get gifts,8% get occasional wishes, 4% are get regular phone calls 26% get all of these, and 18 % are not get any of these.

Data interpretation:-

After analyze the data we understand that many of the customers are far away from extra benefits. So company should improve that. Because it is a very helpful to build the relationship to the custom

13.Does the Maruti Suzuki help you in sorting out the problems?

Particul

ar

Responde

nt

Percenta

ge

YES 77 84%

NO 15 16%

Yes84%

No16%

Problems Sorting

Data analysis:-

73

From the above chart we can understand that how company helpful to the customers

problems. So, 84% customers say yes, 16% says about no.

Data interpretation:- After analyze the chart and data we came to know that company &

dealer Excell Auto-vista should think out & take step against the unsatisfied customer for

better customer relationship.

CHAPTER 8

LEARNING THROUGH PROJECT

74

Learning through project

The customer feedback is important in decision making process.

Product knowledge is important to deliver service properly and on time.

Sales personnel should have positive attitude towards product and company.

Gained knowledge about company product and services.

Learned how to deal with customers.

Learned about extended field related to company product like extended warranty,

finance, exchange and accessories.

Learned about providing positive and prompt services.

Learned about how customer feedback helps company to develop a new product.

Learned how to retained customers in this competitive environment.

75

CHAPTER 9

FINDINGS &CONCLUSIONS

76

FINDINGS

The demand for the CNG variant is more for most of the models but the firm has

limited number of the models having CNG variants. So the firm should think for

the CNG variants.

Most of people think Maruti Suzuki pricing are economical so they are loyal to

the brand. While other people give emphasis to the after sale service. Quality and

other features are also a trait for the buyers.

There is large no of customer’s are satisfied with the performance of the car, data

is concerned with those customers who are the existing customers of Maruti

Suzuki and data is also concerned with new customers.

Servicing comes in after sales services; dealer provides these services to

customers so it is necessary for the dealer to provide the vehicle at promised time

because it makes the relationship better with the customers.

77

There should be good relation between customer and dealer because it helps to

increase the sales of company and also helpful for making the customer

relationship management.

There is important to know that after sales services of the company shows the

customers satisfaction and also shows the customer relationship management.

CONCLUSION

The research work was successfully identifying by the studying the relationship

management of Maruti Suzuki in Excell Auto-Vista at Navi Mumbai. The

conclusion can be drawn from this study may be:-

Maruti Suzuki is India’s one of the leading automobile manufactures and also the

leader of the market both in terms of volume and revenue generated.

Hence Maruti Suzuki Limited has captured over all share of 46% in the Indian car market.

78

CHAPTER 10

79

CONTRIBUTION TO THE HOST OF

ORGANISATION

(SUGGESTIONS)

SUGGESTION

To conclude, it can be said that Excell Auto-vista Automobiles has created its

image in a very short period in Navi Mumbai. Excell Auto-vista is the Best dealer

of Maruti Suzuki. It is attracting the customers with its good services. Most of the

customer satisfied by buying the Maruti car from Excell Auto-vista automobiles.

This satisfaction can be concluded by the response of customer in the

80

questionnaires. Day by day Maruti Suzuki is improving his reputation to other

Automobile Company. The comparison chart and survey report in this training

report can recognize this.

There should be more staff having experience of automobile sector.

There should be more efficient planning for satisfying customer needs.

Attractive offers should be given time to time, to increase customer’s interests

There should be easy process of car servicing.

81

CHAPTER 11

LIMITATIONS

LIMITATION

It was assumed that the information given by the respondents is authentic and best

of their knowledge.

Some of the view given was completely views by customers as they were in a

hurry and were not considered in the data analysis.

The result of the study is applicable to the survey area only.

82

Time is also one of the important limitations.

Dull process and unwilling respondent also affect the result of the study.

CHAPTER 12

83

BIBLIOGRAPHY

BIBLIOGRAPHY

www.marutisuzuki.com

www.wikipedia.com

KOTLER, P. (2013). Marketing management 14th edition r, C. (2004, 2nd revised

edition). Research methodology. New age Internationalpvt ltd publishers.

www.google.com.

http://managementstudyguide.com/after-sales-service.htm

http://www.economicshelp.org/blog/glossary/after-sales-service/

http://info.shine.com/industry/automobiles-auto-ancillaries/3.html

http://npcs.in/profiles/profiles/automobile/z,,2f,0,a/index.html?

_sort_by=default

84

85

CHAPTER 13

ANNEXURES

EXCELL AUTOVISTA PVT LTD.

CUSTOMER FEEDBACK FORM

QUESTIONNAIRE

NAME…………………………………..

ADDRESS……………………………….

……………………………………………

CONTACT NO…………………………..

86

Which Maruti Model do you have?

Maruti 800 Maruti Swift Maruti Wagon-R Maruti Alto Other

Which Version do you have?

Petrol Diesel LPG or CNG

If you have Maruti Suzuki what features do you like most?

Price Quality Services Other

What is the performance of your Car?

Excellent Very good Good Poor

After Servicing your vehicles delivered at the promised time?

87

YES NO

What rank you will give to your company as for the satisfaction level 1 is the highest 5 is the lowest rank of satisfactory level?

1 2 3 4 5

How you find the behavior of sales executive?

Excellent Very good Good Poor

What you will say about after sales services of company?

Excellent Very good Good Poor

Does the sales team of Maruti Suzuki regularly visit to your outlet or place?

Yes No

Which company is giving you much benefit?

88

Maruti Suzuki Hyundai Ford Honda Other

According to you what are the areas of improvement is needed?

Service Behavior of salesmen Customer care Other.

What are the additional benefits, company is providing you?

Quality service

Gifts

Occasional wishes

Regular phone calls

All of these

None of these

89

Does the Maruti Suzuki help you in sorting out your problems?

Yes

No