Maruti suzuki (2)

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A PROJECT REPORT ON

“CONSUMER SATISFACTION WITH MARUTI SUZUKI”

Submitted in the partial fulfilment forthe award of the degree of

“BACHELOR OF BUSINESS ADMINISTRATION”

SUBMITTED TO : SUBMITTED BY:

MR. SHIV ANAND

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RISHABH SHARMA

(Assistant Professor) Roll no: 03214001713

Batch No. BBA GENERAL

PREFACE

Today the business environment is rapidly

changing in this competitive environment the popular

trend is also striving for maintaining its positions

therefore it become essential for the companies that

they should know about their preference & taste.

Regarding a particular product it is of

almost necessary to know the consumers satisfaction

to the value offered by the company in case of

dissatisfactory result it is essential to as certain

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whether the dissatisfaction is for entire product or

part of it is and what value do the consumers expect

from it?

The research will provide the relevant

information to the organization about consumer’s

attitude towards there products & services.

The research work is sincere effort to find

out the ultimate requirement of consumers for the

betterment of research as well as the organization.

CERTIFICATE

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This is to certify that Rishabh Sharma student ofJagan Institute of Management Studies, Sector-5,Rohini, Delhi has worked under my supervision andguidance on “consumer satisfaction with marutisuzuki" submitted in partial fulfilment for the awardof degree in Bachelors of Business Administration, ofGuru Gobind Singh Indraprastha University, Delhi.The matter embodied in this report is authentic andsame is recommended for evaluation. I wish him luckin his future endeavours.

Shiv Anand

Assistant Professor

JIMS, Sec-5 Rohini, Delhi

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ACKNOWLEDGEMENT

Project work is never the accomplishment of anindividual rather it is an amalgamation of theefforts, ideas and co-operation of a number ofentities. Iwould like to thank GURU GOBIND SINGH INDRAPRASTHAUNIVERSITY for giving an opportunity to work ona valuable project. I am thankful to our Faculty Mr.Shiv Anand, for motivating me to complete thisproject with complete focus and attention. I wish toexpress my heartfelt gratitude to the all the peoplewho have played a crucial role in the research forthis project, without their active cooperationthis project could not have been completed within thespecified time limit.

RISHABH SHARMA

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BBA (G) 03214001713

EXECUTIVE SUMMARY

Very often, there is an analogy drawn between the

state of the great Indian roads and the pace of

economic development in the country. Needless to say,

it’s not a very pleasing comparison. So the average

Indian customer who rides the roads of India is

naturally extremely cautious when it comes to

investing in a vehicle. Only those rough and tough

enough to survive the potholes and nightmarish

surfaces can pass muster. In such a scenario, Maruti

Udyog Limited, a subsidiary of Suzuki Motor

Corporation of Japan, has been the leader of the

Indian car market for about two decades. The company

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has a portfolio of 11 brands, including Maruti 800,

Omni, premium small car Zen, international brands

Alto, WagonR and Swift, off-roader Gypsy, mid size

Esteem, luxury car Baleno, the MPV, Versa and Luxury

SUV Grand Vitara XL7. It has introduced upgraded

versions of all its existing products completely

designed and styled in-house.

CHAPTER-

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1

INTRODUCTIONAND HISTORY

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INTRODUCTION AND HISTORYMaruti's history begins in 1970, when a private

limited company named 'Maruti technical services

private limited' (MTSPL) is launched on November 16,

1970. The stated purpose of this company was to

provide technical know-how for the design,

manufacture and assembly of "a wholly indigenous

motor car".

In June 1971, a company called 'Maruti limited'

was incorporated under the Companies Act

and Sanjay Gandhi became its first managing

director.

In 1982, a license & Joint Venture Agreement

(JVA) is signed between Maruti Udyog Ltd.

and Suzuki of Japan.

In 1989 the Maruti 1000 is presented after having

been shown earlier. This 970 cc, three-box is

India’s first contemporary sedan..

In 1993 the Zen, a modern 993 cc, hatchback which

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is later exported globally as the Suzuki Alto.

In 1994 the 1298 cc Esteem appears, a more

luxurious redesigned Maruti 1000. This and other

Marutis begin appearing in a plethora of

different equipment levels, to better suit

India's increasingly discerning consumers.

A Zen Automatic arrives in 1996, as does the

Gypsy King, a 1.3 liter version of the compact

off-roader, and a minibus version of the Omni

(the Omni E).

In 1998 the new Maruti 800 is released, the first

change in design since 1986. This is simply a

facelift of the existing model, to ensure steady

sales. Also, the two millionth vehicle is

produced.

In 2000 Maruti becomes the first car company in

India to launch a Call Center for internal and

customer services. The new Alto model is also

released.

In 2003 the new Suzuki Grand Vitara XL-7 appears,

while the Zen and the Wagon R are upgraded and

redesigned model.

In 2006 Suzuki and Maruti set up another joint

venture, "Maruti Suzuki Automobiles India", to

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build two new manufacturing plants, one for

vehicles and one for engines

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PRODUCT PROFILE:-

Model Launched Category Image

Omni 1984 Minivan

Gypsy 1985 SUV

WagonR 1999 Hatchback

GrandVitara 2007 Mini SUV

SwiftDZire 2008 Sedan

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Ritz 2009 Hatchback

Kizashi 2011 Sedan

Ertiga 2012 Mini MPV

Alto 800 2012 Hatchback

Stingray 2013 Hatchback

Celerio 2014 Hatchback

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SWOT ANALYSIS OF MARUTI SUZUKI

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Strengths

Brand NameLarge Distribution NetworkWide product offering at different price pointsCheapest Cars in corresponding segmentsEncouraging exportsAwarded many awardsEconomy with technology

Weakness

Lack of in house R & DNew model introduction limited to only cosmetic changesDominance mainly at lower level only (Swift)

Opportunity

Rise of Indian middle class and small citiesA booming economyRising exports

Threats

Many players fighting for the same cakeEntry of new playersCannibalism

Competitors

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CHAPTER-2OBJECTIVES

AND METHODOLOGY

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CONSUMER BEHAVIOUR:-

It is defined as all psychological, social and

physical behavior of potential customers as they

become aware, evaluate, purchase, consume, and

tell to others about product and services.

Buying behavior involves both individual

( psychological) and group process.

Buyer behavior is reflected from awareness

right through post purchase evaluation

indicating satisfaction and non

satisfaction , from purchaser

Buyer behavior includes communication,

purchasing and consumption behavior

Consumer behavior is basically social in

nature hence the social factors play

important roles in shaping buying behavior

Buyer behavior includes both customer and

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industrial behavior.

“Hence consumer behavior is an orderly process

whereby the consumer interacts with the environment

for making a purchase decision on products “

DIVERSITY OF CONSUMER BEHAVIOR:-

customer and consumer words are referred as synonyms

but the difference exists

customer - the purchaser of product or service

, may or may not be the end user

consumer- the end user , may or may not be the

purchaser

new age of business demands differentiation of

customers by individual differences in

consumer expectations, preferences and

influences.

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Firms need to go into deep of consumer behavior

to analyze and act to achieve objectives

CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:-

Consumer behavior can be said to be the study of how

individual make decision on how to spend their

available resources (time, money, effort) on various

consumption related items. This simple definition of

consumer behavior tells the markets to resolve every

activity around the ultimate consumers & gauge their

behavior by specially focusing on:

Who buys products or services?

How do they buy products or services?

Where do they buy them?

How often they buy them?

Why do they buy them?

How often they use them?

These questions will help in understanding better

what factors influences the decision making process

of the customer.

CONSUMER DECISION MAKING PROCESS:-

Stimuli- need, reasons, influences, gathering

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information

Information processing- process , analyze

information about product

Decision making - on the basis of analysis ,

decision to go for

Response- response to buy without any

prejudice

For industrial buyers the process is almost

similar only with addition of re-buy, modified

re buy or new task.

FACTOR INFLUENCING BUYING BEHAVIOR:-

Individual factors

Cognitive thinking process – perception ,

attitudes , Needs/motives

Personal characteristics – demography,

lifestyles ,personal traits

Environmental factors

Culture- values ,beliefs, sub cultural /

cross cultural factors

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Social class- social class , society

Influence groups – family, opinion leaders,

reference group

Situational variables – purchase occasion ,

market communication, shopping behavior,

price , sales influence , product position

CONSUMER SATISFACTION : -

All business firms have realized that marketing is a

core element of management philosophy & the key to

its success lies in focusing more & more on the

consumer satisfaction . That is, it will be the

customer who will decide where the firm is heading.

Thus the challenge before the marketer is to ensure

that they should satisfy every customer.

Satisfaction is an important element in the

evaluating stage. Satisfaction refers to the buyers

state of being adequately rewarded in a buying

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situation for the sacrifices he has made one the

customer purchase & use the product they may then

become either satisfy or dissatisfied.

Satisfied Customers are people who are happy with the

product & services & are willing to come back & pay

for it again.

CONSUMER RESEARCH:-

Consumer research is the methodology used to study

consumer behavior research offer set diverse to

identify consumer needs it is used to identify both

felt & unfelt needs, to learn how consumers. Perceive

product & brand & stores. What their attitudes are

before and after promotional campaigns & how & why

they make their consumption decision.

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CHAPTER-3

RESEARCH

METHODOLOGY

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OBJECTIVES OF THE STUDY

The present study of the marketing strategy of the

Maruti Suzuki (Pvt.) Limited revolves around the

following broad objectives:

(i) To study the evolution and growth of the Maruti

Suzuki (Pvt.) Limited in the context of the

automobile revolution in India;

(ii)To study the growth strategy of the Maruti

Suzuki (Pvt.) limited and the marketing methods

followed by it in this regard.

(iii) To study the small car revolution in India

and the contribution of the Maruti Suzuki

(Pvt.) limited to it.

Basically the main objective of the survey is

to try to identify whether Maruti Suzuki

Pvt. Limited is maintaining the service level

desired by the consumers. It also tries to study

the company on different customer value

attributes and analysis its performance, to

assess the service quality gap (expectation –

perception) for Maruti.

The service quality gap can be

assessed on the following 5 dimensions of service

quality gap :-

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Tangibles – the appearance of physical

facilities, equipments, personnel and

communication material.

Reliability – The ability to perform

dependable service and accuracy.

Empathy – The provision of caring,

individualized attention to customers.

Responsiveness – The willingness to help

customers and to provide prompt service.

Assurance – The knowledge and courtesy of

employees and their ability to convey trust

and confidence.

SCOPE OF RESEARCH

There is a tremendous amount of scope for future

research in this area , that is the Automobile

Industry, some possibilities can be:

Comprehensive research on all the competitors in

the market.

Research on the buying behavior which would

include brand performance, brand attitudes,

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product satisfaction, purchase behavior, purchase

intentions, brand awareness, segmentation

studies, etc.

Study of perceptions among people regarding

automobiles (Maruti) and their preferences of the

type of vehicles (cars).

DATA COLLECTIONS TOOLS

Primary Data: -

Questionnaires and personal interviews

Telephonic interviews

E-mail questionnaires.

Secondary Data: -

Secondary data has been collected from cars

magazines, books relating to consumer behaviour, from

Internet from sites like (

http://en.wikipedia.org/wiki/Maruti_Suzuki ).

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METHODOLOGY

A strategic analysis was done on “The customer

satisfaction with respect to car models offered by

maruti Suzuki pvt.limited.”

UNIVERSE: All consumers /customers in South Delhi and

surrounding areas.

SAMPLE SIZE: 50 people

AREAS COVERED: In North Delhi, specific areas

surveyed are Inderloak , Rani Bagh , Shastri Nagar.

LIMITATIONS OF THE SURVEY

1.The scope of the project is limited in the

sense that only Maruti Suzuki Private Limited

has been undertaken for consumer research.

2.The extent of the survey was New Delhi only. So

the arguments or the suggestions given in the

report may not hold true for other locations in

India.

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ANALYSIS TECHNIQUES

Quantitative analysis is performed using the data

collected at each outlet to estimate the presence of

Amul milk.

Tools Utilized

o Percentage Analysis

o Graph Chart

CHAPTER-4

DATA

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ANALYSISAND

INTERPRETATION

SALESMANSHIP:-

The knowledgeable salesman helps the people in buy

good products .They tells people about the coming

model and all the specifications of that model.

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KNOWLEDGEABLE

SALESPERSON

NUMBER OF

RESPONDENTS

PERSENTAGE

Strongly disagree 0 0%

disagree 0 0%

Neither disagree

nor agree

0 0%

agree 86 86%

Strongly agree 14 14%

SOURCE:-Primary Data

Interpretation-

86% people agreed that the sales persons are

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knowledgeable and 14%strongly disagreed that the

sales persons are knowledgeable.

Before sales services:-

If the company is a famous one then the before sales

service is very better as they didn’t want their

customer to get.

Analysing the reviews of

the respondants

EMPLOYEE SPENT

ENOUGH TIME WITH

YOU BEFORE SALES

NUMBER OF

RESPONDENTS

PERCENTAGE


disagree 0 0%

Neither disagree

nor agree

0 0%

agree 64 64%


SOURCE:-Primary Data

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Interpretation-

64% people agreed that the sales persons spent

enough time with thembefore the sales and 36%

strongly agreed with this.

During sales services:-

The during sales service helps the customer in

getting updates what kind of engine is there present

in the car.

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Analysing the reviews of the respondants

EMPLOYEE SPENT

ENOUGH TIME

WITH YOU DURING

SALES

NUMBER OF

RESPONDENTS

PERCENTAGE

Strongly

disagree

0 0%

Disagree 4 4%

Neither disagree

nor agree

0 0%

Agree 62 62%


SOURCE:-

Primary Data

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Interpretation-

62% agreed that sales persons spent enough time with

them during the sales ,while 34% strongly agreed that

the sales persons spent enough time with themduring

sales and only 4% disagreed with this.

After sales services:-


EMPLOYEE SPENT

ENOUGH TIME

WITH YOU AFTER

SALES

NUMBER OF

RESPONDENTS

PERCENTAGE

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Strongly

disagree

0 0%

Disagree 22 22%

Neither disagree

nor agree

0 0%

agree 54 54%


SOURCE:-

Primary Data

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Interpretation-

60% agreed that the sales persons spent

enough time with them aftersales ,26% strongly

agreed with this and 14% disagreed that the

salespersons spent enough time with them after sales.

Display of Merchandize:-


DISPLAY OF

MERCHANDIZE

NUMBER OF

RESPONDENTS

PERCENTAGE


disagree 0 0%

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Neither disagree

nor agree

0 0%

agree 94 94%

Strongly agree 6 6%

SOURCE:-

Primary Data

Interpretation-

94% agreed that the display of merchandize

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was attractive and 6% strongly agreed that the

display of merchandize was attractive

Product availability:-


AVAILABILITY OF

THE PRODUCT

NUMBER OF

RESPONDENTS

PERCENTAGE


Disagree 4 4%

Neither disagree

nor agree

0 0%

Agree 91 91%

Strongly agree 5 5%

SOURCE:-

Primary Data

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Interpretation

91% agreed that the availability of the product

was there, 5% stronglyagreed that the

availability was there while only 4% said they

disagreedwith this.

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CHAPTER-5

FINDINGS

AND

RECOMENDATIONS

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FINDINGS:-

First I would like to present my survey findings. The

main findings of my survey are as follows:

It is found in the survey that males are the main

decision maker for buying the car. As per the data,

65% of male and 35% of female makes purchase

decision.

The main purchasing factors for the Maruti Suzuki

are Quality and Brand image. The data reveals that

42% influences on Quality and 32% influenced for

the Brand.

88% of the total respondents are using product

since from a long time. The majority of the

respondents are using Maruti Suzuki products from

more than 3 years.

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RECOMMENDATION:-

According to the respondents feedback, MUL needs to

launch new & better

models in the small car and luxury car segment and

upgrade its existing models in the mid – size car

segment.

MUL needs to offer more & more services to remain

in competition.

Availability of spare parts of cars manufactured by

MUL should be made

more effective.

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Maruti’s vehicles are still number one in terms of

service standards, other

factors like fuel efficiency, trouble-free operation

etc., but still it needs to improve as its existing

model like Maruti 800 is becoming outdated in

technological terms & other foreign players like

Hyundai, General Motors are using latest technologies

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CHAPTER-6

CONCLUSION

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CONCLUSION :-

From the survey conducted it is observed that Maruti

Suzuki has a good market share.

From the study conducted the following conclusions

can be drawn. In order the dream comes into reality

and for turning liabilities into assets one must have

to meet the needs of the customers.

The factors considered by the customer before

purchasing cars are price, comfortablity and

availability.

Finally I conclude that, majority of the customers

are satisfied with the Maruti Suzuki because of its

good quality, reputation, easy availabilities. Some

customers are not satisfied with the Maruti Suzuki

because of high price, lack of after sales

services, comfortablity and life etc. therefore, if

slight modification in the marketing programme such

as dealers and outlets, promotion programmers,

product lines etc., definitely company can be as a

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monopoly and strong market leader.

Maruti Suzuki has also to take care of its

competitors into consideration and more importantly

its customers before making any move.

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BIBLIOGRAPHY :

Books & Journals

Marketing Management by Phillip Kotler

Newspapers, Journals & Magazines

The Economist

Economic Times

Autocar Indias

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Annexure QUESTIONNAIRE : Name : - ______________________________________________

Address: - _______________________________________________

Age : - _________________ Gender : -

_________________

Contact No.: - _________________________

Q-1. What are the basic features you look for in a car?

(Rank Between 1 to 13)

Rankings

(a) Looks/Appearance

(b) Mileage

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(c) Brand Name

(d) Price

(e) Car Accessories

(f) Power Steering

(g) Speed

(h) Colour

(i) Airbags

(j) ABS (Breaking System)

(k) Defogger

(l) Effective AC System

(m) Alternative Fuel System (LPG/CNG)

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If any other essential feature, please mention

_____________________________________________________

Q-2. What type of cars do you prefer?

Small Cars

Mid Size Cars

Premium Cars

Luxury Cars

Q-3. What are the different car accessories you prefer?

Audio-System

Seat Covers

Key-less entry

Alloy Wheels

Rear Spoiler

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Q-4. Small cars generally give better service than large ones.

Agree

Disagree

Q-5. What type of services you prefer at the time of purchase of car/

Test-drive

Proper product information

Good Salesmanship

Q-6. What after sales services you prefer?

Car servicing

On-road services

Repairing of defective parts within the time period of

warranty

Q-8. Which car of MUL do you think has the highest resale

value?

Alto

Omni

Maruti 800

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Maruti Zen

Wagon R

Versa

Maruti Esteem

Baleno

Swift

Maruti Zen Classic

Maruti Gypsy

Grand Vitara

Q-9. Have you visited MUL’s service stations?

Yes

No

(1)If yes, how many times______ ______(&)

where __________________________________________

Q-10. Are you satisfied with the current services provided by

MUL?

Yes

No

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Q-11. Product Information provided by authorized dealers of MUL so

that the customer gets satisfied with the

product he want to purchase is:-

Excellent

Very Good

Good

Fair

Poor

Q-12. Is the availability of spare parts of cars manufactured by MUL

effective?

Yes

No

Q-13. Do you find promotional strategies of MUL effective?

Effective

Not Effective

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Q-14. Are you satisfied with the price ranges offered by MUL?

Satisfied

Dissatisfied

Neither satisfied nor dissatisfied

INDEX

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CHAPTER TOPIC

I CERTIFICATEII ACKNOWLEDGEMENT1 INTRODUCTION

2 COMPANY’S PROFILE

3 RESEARCH METHODOLOGY

4 OBJECTIVES OF THE STUDY

5 LIMITATIONS

6 ANALYSIS & INTERPRETATION

7 FINDINGS & SUGGESTIONS

8 CONCLUSIONS

9 BIBLIOGRPHY

10 QUESTIONIRE

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Maruti suzuki (2)