DECLARATION

I, Namexxxxxxxxx, hereby declare that the project titled “CUSTOMER

SATISFACTION TOWARDS MARUTI SUZUKI” in VARUN MOTORS, has been

submitted by me to the Department of Business Administration, JAWAHARLAL

NEHRU TECHNOLOGICAL UNIVERSITY., is a genuine work of mine and it has

not been submitted to any others university or Institution for the award of any degree /

diploma / certificate or published any time before.

Place: Hyderabad

Date:

(Namexxxxxxxxx)

1

ABSTRACT

The main aim and objective of study is to find out customer satisfaction of Maruti cars

and to find the satisfaction level regarding the opinions, attitudes, and perception of

consumers using Maruti vehicles.

The main basis on which customer satisfaction level analyzed towards Maruti

vehicles are price, spare parts availability, mileage, and maintenance cost of the car.

Customer satisfaction depends on a product’s perceived performance in delivering

value relative to a buyer’s expectations. If the product’s performance falls short of the

customer’s expectations, the buyer is dissatisfied. If performance matches expectations,

the buyer is satisfied. If performance exceeds expectations, the buyer is satisfied. If

performance exceeds expectations, the buyer is delighted.

The data collected in this research is primary data and secondary data. The

primary data is collected through the mode of questionnaire. The sample size of research

is 100.

The research gives information about the customers are satisfied with Maruti

vehicles because of factors like availability of spares, service given at service station, low

maintenance cost, and price of vehicle is less when comparing to other brands present in

the market.

The customers are really looking for the good pickup vehicles in the Maruti

brand. By this we can say that company need to concentrate on fuel efficient and

attractive design cars to attract the all age groups.

Out of 100 respondents it is observed that 83% of respondents are feeling that the

overall performance of the Maruti vehicles is good, and 17% of respondents are feeling

that the overall performance of Maruti vehicles is excellent.

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TABLE OF CONTENTS

Chapter- I Page numbers GENERAL INFORMATION 1-2 IMPORTANCE OF THE STUDY 3 SCOPE OF THE STUDY 4 OBJECTIVES OF THE STUDY 5Chapter- II INDUSTRY PROFILE 6-15

BRIEF DESCRIPTION OF THE ORGANIZATION 16-26 PRODUCT PROFILE 27-33Chapter- III REVIEW OF LITERATURE 34-42Chapter: - IV METHODOLOGY RESEARCH DESIGN DATA COLLECTION 43-46 SAMPLING ANALYSIS

Chapter- V DATA ANALYSIS AND INTERPRETATION 47-68Chapter- VI FINDINGS 69 CONCLUSION 70 RECOMMENDATIONS 71 APPENDIX 72-74 BIBLIOGRAPHY 75

3

Chapter IGENERAL INFORMATION

IMPORTANCE OF THE STUDYSCOPE OBJECTIVES

4

Chapter IIINDUSTRY PROFILE

BRIEF DESCRIPTION OF THE ORGANIZATIONPRODUCT PROFILE

5

Chapter III

REVIEW OF LITERATURE

6

Chapter IVMETHODOLOGY

RESEARCH DESIGNDATA COLLECTION

SAMPLINGANALYSIS

7

Chapter V

DATA ANALYSIS AND INTERPRETATION

Chapter VI

FINDINGS CONCLUSION RECOMMENDATIONS

8

INTRODUCTION OF MARKETING

MEANING AND DEFINITION OF MARKETING

Marketing, more than any other business functions deals with customers. Creating

customer value and satisfaction are the heart of modern marketing thinking and practice.

Marketing is the delivery of customers by promising superior value and to keep current

customers by delivering satisfaction.

The American marketing association has defined marketing, as “marketing is the

performance of business activities that direct the low of goods and services from

producer to consumer or user.”

In the words of Cundiff and Still “marketing is the tem used to describe

collectively those business functions most directly concerned with the demand

stimulating and demand-fulfilling activities of the business enterprise.”

Philip Kotler definition of marketing is “marketing is a social and managerial

process by which individuals and groups obtain what they need and want through

creating and exchanging products and value with other.”

FUNCTIONS OF MARKETING

Marketing as business authorities conceive it today is aboard function of business

composed of many elements.

Until recently even outstanding authorities defined marketing as “the performance

of business activities that direct the flow of goods and services from producer to customer

or user.” While this definition still not broad enough. It does not encompass the idea that

9

marketing also includes the identification of the market and the market’s needs and that is

guides the development of the products and services to fulfill those needs profitably.

VARIOUS ACTIVITIES THAT A MARKETER FOLLOWS

Identifying specific markets for products and services;

Identifying existing and future needs and wants of these markets;

Guiding the development of products, packages and services to fill these needs at

a profit, and

Selling, delivering and collecting for, and effecting legal transfer of these goods services

to the ultimate consumer or user.

An even simpler definition and one easier to remember is – the right product or

service at the right price at the right place at the right time and doing it at a profit.

DEFINITION OF MARKETING RESERACH

The American Marketing Association defines marketing research as “the

systematic gathering, recording and analysis of data about problems relating to marketing

of goods and services.

According to Kotler, “marketing research is the systematic design, collection

analysis and reporting of data and finding relevant of a specific marketing situation

facing the company.”

The key work in the above definition is “systematic”. This is the difference

between research and haphazard gathering of findings. For a study/research to be

systematic there must be two qualities in the least. First, it should be orderly so that the

measurements have accuracy and there is a fair cross-section. Second, it should be

implemented in analysis and interpretation.

Now for a research to be systematic it should be planned in advance. Moreover to

complete it, it should be interpreted. We thus arrive at a definition of marketing

research;”marketing research is the planning of and systematic gathering, recording,

10

analysis and interpreting data about problems (or opportunities) relating to the marketing

of goods and services.

INTRODUCTION OF THE STUDY

The study is to find out the level of Customer Satisfaction on sales towards the Maruti

vehicle. And to find out the Satisfaction on the performance of varun motors.

To find out this, I have done the survey.

Customer Survey: Finding out the customer satisfaction on sales towards Maruti

vehicle with reference to Maruti Suzuki Udyog Ltd.

Finding out the customer satisfaction on dealership performance towards

Varun Motors Ltd.

For this survey, I have prepared a questionnaire; through this I collected data from

customers.

Sample Size of survey is 100 consumers. By analyzing these questionnaires, I found out

the level of customer sales satisfaction on Maruti.

In this report, I explained the analysis of questionnaire through graphs and tables.

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SCOPE OF THE STUDY

The Sample Size is Limited, So as to give the accurate information regarding Customer

Satisfaction.

The scope is very limited, because attitude & expectations of the people change

according to the time & situation.

The study is restricted to both (twin cities) Hyderabad and Secunderabad and that to

among 100 respondents.

The study is conducted only for 60 days.

Consistency was lacking with regard to the information given by few customers.

The study is restricted to the certain area, so it could not give whole picture about

Andhra Pradesh or India.

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OBJECTIVES OF THE STUDY

The study has been conducted in the twin cities the respondents chosen randomly the

sample size has been limited to 100, which may restrict to scope of complexity of the

study. The scope of the project could be broadened if the project duration is extended

and the strength be raised.

To know the Level of Customer Satisfaction on Sales of Maruti Vehicle.

To know the Customer Satisfaction on Performance of Dealer.

To know whether the dealer renders after sales service, and if he, how far the

consumers are satisfied with services rendered by dealer.

To know the motivated factors to buy the MARUTI vehicle.

To know the factors that influences the customer, to switch the brand.

To know the customers are satisfied with price and service network

To know the whether Maruti performance matching with the customer

expectations.

13

INDUSTRY PROFILE

Modern marketers are concentrating on the needs and wants of the people, and then

producing products, which satisfy those needs.

A turning point in transport came when the wheel was invented. One good point about

mean is that he never been satisfied with his achievements. He always tries to improve

his living conditions.

As time passes in 1888 Benz Company invented the first car in the world. In early 1900

year, lot of changes took place in culture, life style, standard of living was improved. So

many industries have entered in this field (4 wheelers) to improve the QUALITY of the

product in different parameters.

As well as in 1928 the first imported car was introduced in India, In 1942 Hindustan

Motors was incorporated and in 1944 Premiere automobiles was started its manufacture.

The growth was very less, but in early 90’s tremendous changes took place in all

industries because of Globalization. Many companies have entered, to start it’s

manufacturing in India. Because of cheap availability of resources.

Particularly in India compact car segment, in the past eight years many car makers have

entered India hoping to tap its much wanted middle class.

Automobile manufacturers in India have, for decades, perpetuated the idea that they

know best not only about manufacturing and selling years but also what the customer

wanted. As a result even till the early 80’s, customer was very often not able to choose

the colors of the car or scooter he bought. Indeed, motorcycles were usually back.

So, to the premium payable. Dealers were not much more than bagmen and the general

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message was that the act of buying a new car was simply a monitory transaction which

resulted in a great favor being bestowed on the customer.

Over a period of more than two decades the Indian Automobile Industry has been driving

its own growth through phases. The entry of Suzuki Corporation in Indian passenger car

manufacturing is often pointed as the first sign of India turning to a market economy.

Since then the automobile sector witnessed rapid growth year after year. By late-90's the

industry reached self reliance in engine and component manufacturing from the status of

large scale importer.

With comparatively higher rate of economic growth rate index against that of great global

powers, India has become a hub of domestic and exports business.

The automobile sector has been contributing its share to the shining economic

performance of India in the recent years. With the Indian middle class earning higher per

capita income, more people are ready to own private vehicles including cars and two-

wheelers. Product movements and manned services have boosted in the sales of medium

and sized commercial vehicles for passenger and goods transport.

The data obtained from Ministry of Commerce and Industry, shows high growth obtained

since 2001-02 in automobile production continuing in the first three quarters of the 2004-

05. Annual growth was 16.0 per cent in April-December, 2004; the growth rate in 2003-

04 was 15.1 percent the automobile industry grew at a compound annual growth rate

(CAGR) of 22 per cent between 1992 and 1997.

With investment exceeding Rs. 50,000 crore, the turnover of the automobile industry

exceeded Rs. 59,518 crore in 2002-03. Including turnover of the auto-component sector,

the automotive industry's turnover, which was above Rs. 84,000 crore in 2002-03, is

estimated to have exceeded Rs.1,00,000 crore ( USD 22. 74 billion) in 2003-04.

15

Automobile Dealers Network in India

In terms of Car dealer networks and authorized service stations, Maruti leads the

pack with Dealer networks and workshops across the country. The other leading

automobile manufacturers are also trying to cope up and are opening their service stations

and dealer workshops in all the metros and major cities of the country. Dealers offer

varying kind of discount of finances who in tern pass it on to the customers in the form of

reduced interest rates.

Government has liberalized the norms for foreign investment and import of technology

and that appears to have benefited the automobile sector. The production of total vehicles

increased from 4.2 million in 1998-99 to 7.3 million in 2003-04. It is likely that the

production of such vehicles will exceed 10 million in the next couple of years.

The industry has adopted the global standards and this was manifested in the increasing

exports of the sector. After a temporary slump during 1998-99 and 1999-00, such exports

registered robust growth rates of well over 50 per cent in 2002-03 and 2003-04 each to

exceed two and- a-half times the export figure for 2001-02.    

Automobile Export Numbers

The Key Factors behind This Upswing     

Sales incentives, introduction of new models as well as variants coupled with easy

availability of low cost finance with comfortable repayment options continued to drive

demand and sales of automobiles during the first two quarters of the current year. The

risk of an increase in the interest rates, the impact of delayed monsoons on rural demand,

and increase in the costs of inputs such as steel are the key concerns for the players in the

industry.

16

As the players continue to introduce new models and variants, the competition may

intensify further. The ability of the players to contain costs and focus on exports will be

critical for the performance of their respective companies.

The auto component sector has also posted significant growth of 20% in 2003-04, to

achieve a sales turnover of Rs.30, 640 crore (US$ 6.7 billion). Further, there is a potential

for higher growth due to outsourcing activities by global automobiles giants. Today, this

sector has emerged as another sunrise sector.

Even Growth

Opposing the belief that the growth in automobile industry has catered only to the top

income-stratum of society, Growth of exports of 32.8 % in the first three quarters of

2004-05, the fastest growth in volumes has come from commercial vehicles as against

passenger cars.

Between 1998-99 and 2003-04, output of commercial vehicles has grown 2.8 times

compared to the 2.2 times increase in passenger cars. Furthermore, two-wheeler output

continues to dominate the volume statistics of the sector. In 2003-04, for every passenger

car turned out by the sector, there were 7 two-wheelers produced. In the two wheeler

segment, there is a greater preference for motorcycles followed by scooters, with both

production and domestic sales of motorcycles increasing at faster rates than for scooters

in the current and previous years. However, mopeds have registered low or negative

growth. Export growth rates have been high both for motorcycles and scooters.

17

India car Industry:

The recent move to globalize our economy has opened new vistas for car manufacturers

in the country. The immediate post independence years saw very little development in

automobile industry. A poor country like our s did not have a resource to invest in

personal transportation.

The Indian customers had to wait till the mod 1980’s, a full 40 years after independence

to see a car that the people wanted. December 1983 heralded a revolution in the Indian

car industry. Maruti collaborated with Suzuki of Japan to produce the first affordable car

for the average Indian.

The maruti800 was the first version of Maruti to hit the Indian roads in December-1983.

Since then it has been on a constant rise.

At this time, the Indian car market had stagnated at the volume of 30000 to 40000 cars

for the decade ending 1983. This was from Maruti taken over.

The sales figure for the year 1993 reached up to 196820. The company reached a total

production of one million vehicles in March 1994 becoming the first Indian company to

cross this milestone. It crossed the two million mark in 1997.

Fifteen years later, the Indian industry is on the verge of the extreme. It has around 45

models of the cars. Today there are about 20 manufacturers in India.

In March, 1994 Maruti Udyog Ltd., became the first Indian company to produce over one

million vehicles, a land mark yet to be achieved by any other car company in India.

Maruti is the highest volume car manufacturer in Asia.

Industry Structure

18

The Indian car market has been divided in to small cars, mid size cars, luxury

cars and multi utility vehicles.

Small cars:

It is the most preferable small car segment in Indian economy. Under this

segment we have Maruti 800, Maruti Wagon R, Maruti swift, Tata Indica, Hyundai

Santro, Fiat Palio, and Maruti Alto, Maruti Zen Estilo, Tata Nano, i10, spark, Astar etc.

These are the best suitable for Indian middle class people. These cars also suit

Indian roads and traffic conditions. The concept of small cars has emerged from Japan.

Small cars are fuel efficient with latest sleek look and advanced technology.

Mid size cars:

The mid size cars are to supper middle class people of society.

Business executives mainly use these cars.

Under this we have Maruti SX4, Swift Dzire, Ford Fusion, Ford Fiesta, Opel

Astra, Tata Indigo, Tata Marina, Honda City, Chevrolet Aveo, Hyundai Accent etc., and

Hyundai Verna etc.

Luxury Cars:

The elite members of the society use these luxury cars. The luxury cars symbol of

success of a man.

Under this we have Maruti Grand Vitara, Ford Mondeo, Skoda Octavia, Skoda

Laura, Hyundai Sonata, Hyundai Elantra, Toyota Corolla, Toyota Cramy, Mitsubishi

Lancer, Mitsubishi Cedia, Honda Civic, Honda CRV, Honda Accord, Chevrolet optra,

Mercedes-Benz (S-class,E-class), etc.,

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Multi Utility Vehicle:

MUV’S are used for transportation purpose. As MUVs are very rugged and

powerful vehicles they are used in hilly regions. Today there are a lot of players in the car

segment. This has increased competition amongst the manufacturers.

Under this we have Tata Sumo, Tata Sierra, Tata safari, Maruti Gypsy, Bajaj

Tempo, Ford Endeavour, Toyota Quails, Toyota In nova, Mahindra Voyager, Mahindra

Scorpio, Mahindra Bolero etc.,

Now-a-days dealers and manufacturers are providing many attractive financial

facilities for the consumers. This indicates that the manufactures will have huge demand

in coming decades.

Car Segments:

With the expansion of Indian Automotive Market over a period of time the car

models have been grouped in to the following segments.

Based on the price and size:

A Segment (Till 3 lacks) : Maruti800, Omni.

B Segment (3 to 4.5 lacks) : Zen, Wagon R, Alto, Santro, Matiz,

Palio and Indica.

C 1 Segment (4.5 to 6.5 lacks) : Esteem, Accent, Siena, Indigo, Ikon,

Corsa, Swift.

C 2 Segment (6.5 to 10 lacks) : Baleno, Astra, City and Lancer

D Segment (10 lacks & above) : Octivia, Sonata, Mondeo, Accord,

Carmy, Vectra, Corolla, Mercedes

Based on Length as per SIAM (Society of Automotive Manufacturers):

20

A 1 (Mini-Up to 3400mm) : Maruti800

A 2 (Compact-3401 to 4000mm) : Zen, Wagon R, Alto, Santro, Matiz, Palio,

and Indica.

A3 (Mid-Size-4001 to 4500mm) : Esteem, Swift, Accent, Siena, Indigo, Ikon,

Corsa, Baleno, Astra, City, Ambassador and

Lancer.

A 4 (Excutive-4501 to 4700mm) : Octivia, Contessa, Mercedes C-Class

A 5 (Premium-4701 to 5000mm) : Sonata, Mondeo, Accord, Carmy, Vectra.

A 6 (Luxury-5001 and above) : Mercedes S-class,

C (Van Type) : Omni, Versa.

B2 (Passenger Carrier) : Gypsy, Sumo, safari, Qualis, Armada, and

Voyager.

Coverage of Passenger Car Segments:

Manufacturer A1 A2 A3 A4Maruti 1 3 2

Hyundai 1 1 1Fiat 2 2Ford 1 1

General Motors 2 1Honda 1 1Tata 1 1

Mistibushi 1Toyota 2Skoda 1

Daim lerChrysler 3

The above table shows the coverage of passenger car segments of different industry

players in India. The table showing the number of models they are introduced into the

market in passenger car segment.

Indian Car Market Trend

21

The Indian market was fuelled by entry of Maruti800 and A 1 Segment car was the

largest selling segment in market for many years and is still the single largest selling

model. With the entry of Zen in Indian market MUL offered the upgrade option to A 1

segment owners as well as new buyers.

The present trend of market shows the tremendous growth in A 2 segment the volumes of

which has already crossed the A 1 segment in nos. and presently constitutes approx 50%

of total car market. It appears that A 2 segment will continue to be the largest selling for

many more years.

Maruti has 3 models with 13 variants in the growing A 2 segment and is continuously

consolidating its position in the segment.

With the continuously evolving market the A 3 segment is expanding at slow and

consistent rate. MUL has 2 models in the segment with 7 variants to suit customer

requirements.

The largest expansion is happening in A4 segment through importing completely built up

cars. However the volumes sold are very small and are limited to bigger cities.

.

22

Market Share of Industry leaders in World Markets:

Manufacturer Country Market ShareFord UK 20.1%

Toyota Japan 27.8%Volkswageri Germany 28.2%

General Motors USA 28.7%Maruti India 54.5%

Industry Players:

Maruti Udyog Ltd.

Honda SIEL Ltd.

Hindustan Motors.

Daewoo Motors India Ltd.

Toyota Kilo star

Daimler Chryster India Pvt.Ltd

Skoda Octivia

Hyundai Motors Ltd.

Fiat India Ltd

TELCO

Ford Motors India Ltd.

General Motors Ltd.

23

COMPANY PROFILE

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

Reuters: MRTI.BO

Joint Venture With Suzuki Motor Company, now Suzuki Motor

Corporation, of Japan in October 1982.

Registered & Corporate

Office

11th Floor, Jeevan Prakash

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.marutiudyog.com

24

Maruti Udyog Limited (MUL) was established in February 1981 through an Act of

Parliament, to meet the growing demand of a personal mode of transport caused by the

lack of an efficient public transport system.

A license and a joint Venture agreement were signed between Govt. of India and Suzuki

Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982. By which

Suzuki acquired 26% share of equity, with an option to increase it to 40% Suzuki

exercised. In 1987 by increased its option equity to 40%. Suzuki Motor corporation

further increased equity to 50% in the year 1992, converting Maruti Udyog Limited into a

non-government company. Maruti’s total equity is 1322.92 million.

Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the

leader of the Indian car market for about two decades. Its manufacturing plant, located

some 25km south of New Delhi in Gurgaon, has an installed capacity of 3,50,000 units

per annum, with a capability to produce about half a million vehicles.

The company has a portfolio of 10 brands, including Maruti800, Omni, Premium small

car Zen, international brands Alto and Wagon R, off-roader Gypsy, mid size Esteem,

luxury car Baleno, the MPV, Versa and Luxury SUV Grand Vitara XL 7.

In recent years, Maruti has made major strides towards its goal of becoming Suzuki

Motor corporation’s R and D hub for Asia. It has introduced upgraded versions of

Wagon R, Zen and Esteem, completely designed and styled in-house. Maruti’s

contribution as the engine of growth of the Indian auto industry, indeed its impact on the

lifestyle and psyche of an entire generation of Indian middle class, is widely

acknowledged. Its emotional connect has also been ranked number one in J D Power

Sales Satisfaction Survey 2004.

Maruti products including Maruti800, the Zen and the Esteem have been rated best cars

in their category in Total Customer Satisfaction Survey 2004 conducted by TNS –

Automotive.

25

The company’s quality systems and practices have been rated as a “benchmark for the

automotive industry world-wide” by A V Belgium, global auditors for International

Organization for Standardization.

In keeping with its leadership position, Maruti supports safe driving and traffic

management through mass media messages and a state-of-the art driving training and

research institute that it manages for the Delhi Government.

The company’s service business including sale and purchase of pre owned cars (True

Value), lease and fleet management service for corporate (N2N), Maruti Insurance and

Maruti Finance are now fully operational. These initiatives, besides providing totally

mobility solutions of customers in a convenient and transparent manner, have helped

improve economic viability of The Company’s dealerships.

The company is listed on Bombay Stock Exchange and National Stock Exchange.

This section provides corporate overview of Maruti Udyog. its vision, quality systems

and technology, along with a brief historical perspective. It also offers a link to Suzuki’s

global site, information about export operations and details of the company’s social

initiatives in the field of road safety, safe driving, Driving Training Institute and

environment care.

Additionally, this section contains information for those seeking career and business opportunities with Maruti. It gives information on multiple channels for contacting the company. There is also a link for accessing the monthly newsletters. If you are looking for the latest media coverage on Maruti Udyog, there’s special section devoted to News & Events.

MUL Market Share:

MUL has a 54.5% market share while all the remaining manufacturers could only make

up 45.5%.

MUL is the world leader in Market Share and sets a bench mark that is hard to achieve.

26

The Objective of MUL:

Modernization of the Indian Automobile Industry.

Production of fuel-efficient vehicles to conserve scarce resources.

Production of large number of motor vehicles which was necessary for economic growth.

The Revolution:

Maruti created history by going into production in a record 13 months. ON 14th

December 1983, the then Prime Minister of India, Mrs.Indira Gandhi, released the first

vehicle for sale by handing over the keys of a Maruti800 to Mr. Harpal Singh of Delhi.

MUL exceeds the volume targets, and in March 1994, MUL became the first Indian

company to produce over one million vehicles, a landmark yet to be achieved by any

other car company in India. Maruti is the highest volume car manufacturer in Asia,

outside Japan and Korea, having produced over 4 million vehicles by April 2003.

Maruti is one of the most successful automobile joint ventures and has made profits every

year since inception till 2000-01. In 2000-01 although MUL generated operating profits

on an income of Rs.92.5 billion, high depreciation on new model launches resulted in a

book loss. MUL is on the track for profits in 2001-02, with a profit of Rs.300 million in

the first half. In this period sales have increased by 5.3%, against an industry decline of

6.1%.

Maruti revolutionized type way Indians looked at cars. “No other car company so

completely dominates its home market” – (The Economist). Maruti holds about 60% of

the total market share. MUL is the first and only car company in the world to lead its

home market in terms of both market share and in the JD Power Customer Satisfaction

study (JD Power Asia Pacific 2000 India Customer Satisfaction studies). It is also the

only car company in the world to be Top ranked four times in a row (2000-2001, 2002

&2003). Despite there being 15 companies in the passenger car market.

27

Transfer of Technology:

Every minute two vehicles roll out of the Maruti Plant. It is therefore imperative that the

transfer of contemporary technology from our partner Suzuki is a smooth process. Great

stress is laid on training and motivating the people who man and maintain the equipment,

since e the best equipment alone cannot guarantee high quality and productivity.

From the beginning it was a From the beginning it was a conscious decision to send

people to Suzuki Motor Corporation for on-the-job training for line technicians,

supervisors and engineers.

This helps them to imbibe the culture in a way that merely transferring technology

through documents can never replicate. At present 20% of our workforce have been

trained under this program.

Joint venture with SMC Japan, the most technically advanced compact car manufacturer

in the world.

MUL is the market leader in the introduction of auto technology, while most other

manufactures bringing in dated models from their collaborators.

MUL has introduced the latest “16*4” Technology for engines.

Technology that has been tried tested and trusted around the world for reliability,

economy & performance.

MUL Vision:

The Leader in the Indian Automobile Industry,

Creating Customer Delight and Shareholder’s Wealth;

A Pride of India.

28

MUL Core Values:

Customer Obsession

Fast, Flexible and First Mover

Innovation and Creativity

Networking and Partnership

Openness and Learning

MUL Quality Systems:

Consumer Satisfaction through Continuous Improvement of our Products and Services by

following PDCA (PLAN-DO-CHECK-ACT) in all functions of our organization.

ISO 9001:2000

Employee Quality Measures

TS 16949:2002

ISO 9001:2000

Maruti approach to quality is in keeping with the Japanese practice. “Build it into the

product”. Technicians themselves inspect the quality of work. Supervisors educate and

instruct technicians to improve productivity and quality. The movement of quality

indicators is reviewed in weekly meetings by the top management.

In 2001, MUL became the first automobile company anywhere in the world get an ISO

9000:2000 certification. AV Belgium, global auditors for International Organization for

Standardization, Leadership, Involvement of people, process approach, system approach

to Management, Continual improvement etc…

Company Mission:

To provide a wide range of modern, high quality fuel efficient vehicle in order to meet

the need of different customers both domestic and export markets. There are 258 sales

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outlets, 1838 service centers across 922 cities as on 01-03-2008. Service available in 41

cities across the country.

Maruti Plus:

Express High way Service:

Introduced with service stations at convenient locations on National Highways.

Maruti on – Road Service:

24 hour break down service in 41 cities (9622962200)

Maruti Genuine Parts:

Genuine Parts available across the length and breadth of the country.

Info Call Centers:

24 hour information call centers in 6 cities Delhi, Gurgaon, Mumbai, Chennai,

Bangalore, Hyderabad.(1600111515)

The motive is to offer quality & professional service in the areas of car

customer requirements.

Maruti True Value:

Total peace of mind is selling/Buying old Cars. Basically achieving two

objectives viz.Exchange of Car and sale of used car.

Maruti Finance:

Increasing afford ability of purchases for the customer. To improve purchase

experience of the customer. Increased ownership of dealer over the customer buying

process.

30

Maruti Insurance:

Near cashless transaction

Quality repair by trained manpower

No loading insurance premium for claims

Maruti N 2 N:

End-to-End fleet management services designed for companies to free them of all the

hassles of manufacturing company cars.

Customized car policies

Accident Repairs

Maintenance – Servicing – Registration – Insurance

Emergency Assistance

Maruti Genuine Accessories:

Ease of Availability

Assured quality standards

Most reasonable priced

No alterations required to fitting MGAs

Extended Warranty:

Total peace of mind

Maruti assurance

Assured reliability of use of vehicle up to 4 years

No need to pay towards cost of parts as well as labor.

31

BOARD OF DIRECTORS:

MUL is a board managed company. Currently the directors on the Board are:

Position Personnel

Chairman Mr. Shinzo Nakanishi

Managing Director Mr. Jagdish Khattar

Senior Joint Managing Director Mr. Tsuneo Kobayashi

Joint Managing Director Mr. Hirofumi Nagao

Mr. Shinichi Takeuchi

Director (Marketing & Sales) Mr. Shuji Oishi

Directors Mr. Osamu Suzuki

Mr. R C Bhargava

Mr. D. S. Brar

Mr. Amal Ganguli

Ms Pallavi Shroff

Mr. Manvinder Singh Banga

MARUTI SALES IN FEBURARY 2008:

New Delhi, February 1, 2008: car market leader Maruti Udyog Limited sold 48,526 units

in the domestic market in January 2008. This is a growth of 7.1 percent over January

2007.

In all, the company sold 50,109 units, including 1,583 units of exports, during

January 2008. The company’s volume in the domestic A2 segment grew by 21.2 pre cent

32

compared to January 2007. As published in Overdrive Magazine dated 15the March,

2008.

India’s Largest Sales & Service Network

No matter where you are never far from a Maruti Service Station.

1526 Authorized Service Stations

Most dealers awarded ISO certification rest in the process getting it.

356 Dealer workshops

State of the art equipment and facilities

922 cities covered

Sales, services and support network cover the length and breadth of the country

258 Sales Outlets in 169 cities

Standardized service and specially trained service engineers

Over the 2000 trained service personnel

Quality of service in keeping with the needs of the customer

Easy availability of affordable, Maruti Genuine Parts

26 Spare Parts Stockiest

11 MGP Shoppes (Boutiques)

Product Range

12 Models with 45 variants to satisfy all customer need.

At least 2 models available in A1, A2 and A3 segments.

Models available to meet varied requirements of the customer’s lifestyle.

Models & Variants available to suit various customers needs.

Range of vehicles to support physically challenged persons.

33

Suzuki Motor Corporation

Suzuki Motor Corporation was established around 75 years ago. Suzuki Motor

Corporation is a pioneer and market leader in small car manufacturing segment in Japan.

Further, Suzuki Motor Corporation is also a market heavy weight in motorcycle

manufacturing sector.

The company ranks 3rd overall after Honda motors and Yamaha motors. The company

rose to pinnacle of success by providing designs, value-packed services and quality

products to the customers world over. Its mini car section rolled out innovative yet

economical passenger car for the masses. The company operates in more than 190

countries across the world. Furthermore, the company is aggressively into motor sports.

Suzuki Motor Corporation has forged joint ventures with a number of international

players, to make cars. Its prominent international partners are General Motors and Maruti

Udyog Limited, India.

Suzuki Motor Corporation Indian partner - Maruti Udyog is India's leading maker of

cars in India and shares more than 50% of car market in India. The company, in

technological partnership with Suzuki Motors Corporation, manufactures models such as

the Zen, Alto, and Gypsy. Maruti acts as a manufacturing hub for the international

market. The model Alto is exported to many European countries. Maruti has four

manufacturing units near New Delhi, India. Maruti produces around 350,000 cars

annually. Further, to maintain the huge demand of Maruti cars in India, it has come up

with a new manufacturing unit near Delhi, which will be made operational soon. Suzuki

Motor Corporation Indian partner.

34

Maruti Product Information

Maruti 800 (India’s Largest Selling Car)

Started the Automotive revolution in the country and have virtually become the wheels

for the nation.

Most popular car among the first time buyers.

Known for reliability, fuel efficiency, least ownership cost and value for money.

Proven & tested product to aspiring car owners.

Most Affordable Car (NFO Auto Car survey)

Maneuverability & ease parking

Excellent pickup

Good ride comfort

M800 launched in 1983.

M800 got the Hall of Fame Award, awarded by Auto Car.

Variants: Std.E3, A/C E3

Maruti OMNI

From the beginning it was a conscious decision to send people to Suzuki Motor

Corporation for on-the-job training for line technicians, supervisors and engineers.

35

This helps them to imbibe the culture in a way that merely transferring technology

through documents can never replicate. At present 20% of our workforce have been

trained under this program.

Joint venture with SMC Japan, the most technically advanced compact car manufacturer

in the world.

GYPSY

The Pioneering 4*4 in India

Go Anywhere

Guarding India

Any Climate

Variants: King hard-top, King soft-top

ZEN ESTILO (SHAPES YOUR WORLD)

Best premium compact car

Highest reliability

Grate drive

Best car in Total Customer Satisfaction by NFO 2002

No. 1 car in Europe 1 Autocar – 1994

Variants: AT, LX E3, Diesel, LXi E3, VXi, DPS

ALTO (Let’s go)

More Spacious

Meets International Safety Standards

Unmatched Fuel Efficiency

Fastest Car in its Segment

Voted as “Car of The year 2001” by Business Standards Motoring

36

Voted as “Car of The year 2002” by OVERDRIVE AWARDS

Variants: LX, VXi, LXi

WAGON R (Inspired Engineering) It’s Magic

Highest selling compact car in Japan

Perfect combination of space, technology & value

Unmatched Comfort

Increasing Sales

Interesting Types of Customers

Rated as the best Family car by Star plus Good Morning India Show

Rated as the best car by J.D.Power

Variants: AX, LX, VXi, Pride, LXi

ESTEEM (The New Power Version)

Latest Safety Features

Best Performance

New appearance

Variants: AX, Diesel, LX Upgrade, VX DGSD, VXi, DPS, VXi Upgrade

VERSA

Versatile Usage

Easy Maneuverability

Flexi Seating

Good All Round Cooling

Variants: DX, DX5s, DX2, DX25s, SDX

37

BALENO (Surprising Performance)

Luxurious Upgrade option to Maruti Owners

Best Value for Money

New standards in Comfort

Variants: STD, ALTURA

GRAND VITARA

Vitara, Suzuki’s top of the line model is being imported as completely built unit.

Got very positive response when it was displayed at Auto Expo 2000.

38

VARUN MOTORS PVT.LTD.

Founder and Managing Director, Mr. V. Prabhu Kishore holds a three decade

Automobile experience in 'S'elling, 'S'ervicing and retailing 'S'pare parts of 2 wheelers, 3

wheelers and 4 wheelers of top OEM's in India.

The start of automobile business for Mr. Prabhu Kishore began with Padmaja

Commercial Corporation, his family business in 1970's.

In 1992, Mr. Kishore established his own undertaking VARUN MOTORS with Bajaj

Auto dealership at Visakhapatnam in 1992. This dealership had marked the birth of the

Varun group.

Varun later ventured into 4 wheeler business with Maruti dealership at Visakhapatnam

in 1996 and at Hyderabad in 1998. Soon after, Varun Motors also started its Bajaj

dealership at Vijayawada in 1999.With its aggressive expansion, Varun Motors was soon

referred to as the Varun Group.

Varun has a construction company Varsha Builders Pvt.Ltd through which it builds its

own showrooms and workshops. Varun has also engaged in various other diverse

businesses such as Varun Leasing, Varun Finance, Lakshmi Finance and

Communications. Varun today supports over 2500 families and boasts of extensive

network of showrooms, workshops, office buildings and residential apartments.

39

INFRASTRUCTURE:

HYDERABAD:

Showroom is situated in the prime locality of Begum pet main road with a

3500sft.space. And work shops are located in Begum pet and Balanagar prime locations.

Begum pet workshop is constructed with a space of 1500 sft. And equipped with MUL

trained mechanics. Balanagar work shop constructed with 3600sft. Built up area in 3

levels. It is situated just 6Kms away from showroom having MUL trained mechanics and

equipped with modern equipments.

VISAKHAPATNAM:

Showroom is situated in prime locality of siripuram with a 17000sft, space. It is

one of the biggest show room in Maruti dealership.

Workshops are located one in siripuram with 1700sft. Another in Gajuwaka admeasuring

2500sft. & equipped with MUL trained mechanics and most modern equipments.

Dealership Achievements:

The management practices at Varun complements the pursuit of perfection. The speed of

adaptation to change and commitment to growth largely boosted the operational

efficiency of the organization. Varun's Zero Defect approach that has driven it to upgrade

its operating systems continuously earned it the 180 certification and No.1 position in the

market. Behind the success of Varun Group lies the saga of team work, aggressive

marketing, dedication, discipline, higher levels of sensitivity towards customers and

40

excellent HR practices. Varun's immense focus on service and customer care blitzes the

competition whilst its showrooms and workshops are also top notch. For example,

Varun's Maruti showroom in Visakhapatnam is the largest showroom in India whilst

Varun's workshops are equipped with up to date technology, modern inventory and world

class facilities. Our Maruti dealership at Vijayawada is in an outstanding 3S facility.

Awards:

Our practices and performance have made us the largest automobile dealer in A.P and

one of the top dealers for Bajaj and Maruti in the country. Below are few of our

dealership achievements at the national level.

Varun Motors was awarded Maruti PLATINUM thrice consecutively for the past 3 years

in Balanced Scorecard (Platinum award is the highest rated award in Maruti). Adjudged

India’s No.1 Maruti dealer in Balanced Scorecard in 2003-2004.

Our very successful best practices like Customer Education Meet, Exclusive Test Drive

Team and few other HR practices have been adopted by other dealerships across the

nation. Committed customer service got us the ISO 9001-2000 Certification.

Some of Other Strategies:

At Varun, the management interacts directly with customers, and communication is seen

across all levels of management. We keep enough stock for customers to touch, feel and

see.

Many innovative and flexible finance schemes are tailor made to make the products

easily available to all segments of customers. This is the main reason for highest sales in

our outlets and has also raised the affordability levels of customers. We focus more on

service than mere sales because we believe in getting back what we sow, and even more.

Varun's philosophy of serving the customer at his door step is the main reason behind its

expansion plan of workshops As the Indian economy is a 60% agricultural economy,

41

emphasis is given to rural marketing, mobile showrooms and rural service centers with

spares parts back up. Varun also has driving schools. All services are under one roof, for

ex: RTA, Insurance, extended warranty, accessories, exchange and true value

departments.

REVIEW OF LITERATURE

Satisfaction:

Satisfaction is a person’s feelings of pleasure or disappointment resulting from

comparing a product’s perceived performance (out come) in relation to his or her

expectations.

As this definition makes clear, satisfaction is a function of perceived performance and

expectations.

If the performance falls short of expectations, the customer is dissatisfied. If the

performance matches the expectations, the customer is satisfied. If the performance

exceeds expectations, the customer is highly satisfied or delighted.

Many companies are aiming for high satisfaction, because customers who are just

satisfied still find it easy to switch when less good offer comes along. Those who are

highly satisfied are much less ready to switch. High satisfaction or delight creates an

emotional affinity with brand, not just a rational preference. The result is high customer

loyalty.

Some of today’s most successful companies are raising expectations and delivering

performances to match. These companies are aiming for TCS-Total Customer

Satisfaction.

42

Consumers from their expectations on the basis of messages received from sellers,

friends and other information sources.

Customer Satisfaction:

Customer Satisfaction may be defined as a qualitative measure where in a customer

experiences various degrees of satisfaction until the performance of the product matches

his expectations.

Customer’s satisfaction with a product depends on the product’s performance relative to

the buyer’s expectations. If the performance of the product falls short of his expectations

the customer is dissatisfied. If the performance of the product matches his expectations

the customer is satisfied. If the performance of the product exceeds his expectations the

customer is highly satisfied. Customer Satisfaction can be achieved through quality,

value and service.

For a customer-centered company customer satisfaction is both a goal as well as a major

factor in the company’s success. Companies that achieve high customer satisfaction

ratings must make sure that their target customers come to know of it. The companies

must realize that highly satisfied customers produce several benefits to the company.

They are fewer prices – sensitive and they remain customers for the longer period. They

also talk favorably to the others about the company and its product and services.

Although customer-centered firms seek to deliver a high level of customer satisfaction

than their competitors, they do not attempt to maximize the customer satisfaction. A

company can always increase customer satisfaction by lowering the price and increasing

its services. But this may result in lower profits. The company may be able to increase

43

profitability along with customer satisfaction by improving its manufacturing or investing

on the R & D.

Satisfaction is the customer’s fulfillment response. It is a judgment that a product or

service feature, or the product or service itself, provides a pleasurable level of

consumption-related fulfillment.

In less technical terms, we translate this definition to mean that satisfaction is the

customer’s evaluation of product or service in terms of whether that product or service

has met their needs and expectations. Failure to meet needs and expectations is assumed

to result in dissatisfaction with the product or service.

In addition to a sense of fulfillment in the knowledge that one’s needs have been met,

satisfaction can also be related to other types of feelings, depending on the particular

context or type of service. For example, satisfaction can be viewed as contentment –

more of a passive response that consumers may associate with services they don’t think a

lot about or services that they receive routinely over time. Satisfaction may also be

associated with feelings of pleasure or services that make the consumer feel good or

associated with a sense of happiness. For those services that really surprise the consumer

in a positive way, satisfaction may mean delight. And in some situations, where the

removal of a negative leads to satisfaction, the consumer may associate a sense of relief

with satisfaction.

It is also important to recognize that although were tend to measure customer satisfaction

at a particular point in time as if it were static. Satisfaction is dynamic, moving target

that may evolve overtime. Influenced by a variety of factors. Particularly when product

usage or the service experience takes place over time, satisfaction may be highly variable

depending on which point in the usage or experience cycle one is focusing on. Similarly,

in the case of very new services or a service not previously experienced, customer

expectations may be barely forming at the point of initial purchase; these expectations

will solidify as the process unfolds and consumer begins to form his or her perception.

44

Through the service cycle the consumer may have a variety of different experiences –

some good, some not good-and each will ultimately impact satisfaction.

What determines Customer Satisfaction?

Customer Satisfaction is influenced by specific product or service features and

by perceptions of quality as suggested. Satisfaction is also influenced by customer’s

emotional responses, their attributions, and their perceptions of equity.

Product and service features

Customer Satisfaction with a product or service is influenced by significantly by the

customer’s evaluation of product or service features. Research has shown that customers

of services will make trade-offs among different service features (for example, price level

versus quality versus friendliness of personnel versus level of customization), depending

on the type of service being evaluated and criticality of service.

Customer Emotion

Customer’s emotions can also affect their perceptions of satisfaction with products and

services. These emotions can be stable, preexisting emotions.

Attributions for Service success or failure

Attributions- the perceived causes of events – influence perceptions of satisfaction as

well. When they have surprised by an outcome, consumer tend to look for the reasons,

and their assessments of the reasons can influence their satisfaction.

National Customer Satisfaction Indexes

45

Because of the importance of customer satisfaction to firms and overall quality of life

many countries have a national index that measures and tracks customer satisfaction at a

macro level. Many public policy makers believe that these measures could and should be

used as tools for evaluating the health of the nation’s economy, along with traditional

measures of productivity and price.

Customer Satisfaction indexes begin to get at the quality of economic output, whereas

more traditional economic indicators tend to focus only on quantity.

The American Customer Satisfaction Index (ACSI)

The ACSI, developed by researcher at the National Quality Research Center at the

University of Michigan, is a measure of quality of goods and services as experienced by

consumers. The measure tracks customer perceptions across 200 firms representing all

major economic sectors, including government agencies. For each company

approximately 250 interviews are conducted with current customers. Each company

receives an ACSI score computed from its customer’s perceptions of quality, value,

satisfaction, expectations, complaints, and future loyalty.

Customer Expectations of Service

Customer Expectations are beliefs about service delivery that functions as standards or

reference points against which performance is judged. Because customers compare their

perceptions of performance with these reference points when evaluating service quality,

through knowledge about customer expectations is critical to services marketers.

Knowing what the customer expects is the first and possibly most critical step in

delivering quality service. Being wrong about what customers want can mean expending

money, time, and other resources on things that do not count to the customer. Being

wrong can even mean not surviving in a fiercely competitive market.

Customer Perceptions

46

How customers perceive services, how they assess whether they have experienced quality

service, and whether they are satisfied.

Customers perceive services in terms of the quality of the service and how satisfied they

are overall with their experiences. These customer – oriented terms – quality and

satisfaction have been the focus of attention for executives and researchers a like over the

last decade or more. Companies today recognize that they can compete more effectively

by distinguishing themselves with respect to service quality and improved customer

satisfaction.

Satisfaction versus Service quality

Practitioners and writers in the popular press tend to use the terms satisfaction and quality

interchangeably, but researches have attempted to be more precise about the meanings

and measurements of the two concepts, resulting in considerable debate. Consensus is

growing that the two concepts are fundamentally different in terms of their underlying

causes and outcomes. Although the certain things in common, satisfaction is generally

viewed as a broader concept, whereas service quality assessment focuses specifically on

dimensions of service. Based on this view, perceived service quality is a component of

customer satisfaction.

Methods of measuring Customer Satisfaction

A company’s tools for tracking and measuring Customer Satisfaction range from

Primitive to the sophisticated methods. Companies use following methods to measure

how much Customer Satisfaction they are creating.

Complaint & Suggestion Systems:

A customer centered organization would make it easy for its customers who deliver

suggestion and complaints. Many restaurants and hotels provides from guests to report

their likes and dislikes. Some companies establish customer hot line with toll-free

47

numbers to maximize the ease with which customers can inquire, make suggestions or

complaints. This inform action flows provide this companies with many good ideas and

enable then to act more rapidly to resolve problems.

Customer Satisfaction Survey:

A company may not conclude that it can get a full picture of customer satisfaction and

dissatisfaction by simply running a compliant and suggestion system. Companies cannot

use complaint level as a measure of customer satisfaction. Responsive companies obtain

a direct measure of the customer satisfaction by conducting surveys. They send

questionnaires or make phone call to random sample of their recent customer to find out

how they feel about various aspects of the company’s performance.

They will solicit buyer’s view on the competitors. Customer Satisfaction can be

measured in a number of ways.

It can be measured directly by asking indicate how satisfied you are with service X on the

following scale.

Highly Dissatisfied

Dissatisfied

Indifferent

Satisfied

Highly Satisfied

Respondents can be asked as well to rate how much they expected of a certain attribute

and also how much they expected it. (Derived Satisfied)

Another method is to ask respondents to list any problems they have had with the offer

and to list any improvements they could suggest. (Problem Analysis).

48

Finally, companies could ask respondents to rate various elements of the offer in terms of

the importance of each element and how well the organization performed each element.

(Importance, Performance rating).

The last method helps the company to know if it is under – performing on important

elements and over – performing on relatively unimportant elements.

While collecting customer satisfaction data it would be useful asking additional questions

to measure the customer’s repurchase intention. This will normally be high if the

customer satisfaction is high.

It would be useful to measure the likelihood or willingness to recommend the company

and brand to other persons. A high positive word or mouth score indicates that the

company is producing high customer satisfaction

Ghost Shopping:

Companies can hire persons to pose as potential buyers to report their findings on strong

and weak points they experienced in buying the company’s and competitors product.

Lost Customer Analysis:

Companies should contact customers who have stopped buying or have switched to

another supplier to learn why this happened.

Satisfaction:

Satisfaction is a function of perceived performance and expectation. If the

performance matches the expectations the customer is satisfied. If the performance

exceeds the expectations the customer is highly satisfied and delighted. If the

performance does not match the expectations the customer is dissatisfied. Satisfaction is a

person’s feelings of pleasure or disappointment resulting from comparing a products

49

perceived performance (out-come) in relation to his/her expectation. The link between

customer satisfaction and customer loyalty is proportional. The key to generating high

customer loyalty is to deliver high customer value. A company’s value proposition is

much more than it’s positioning on a single attribute. Most of the successful companies

are raising expectations and delivering performances to match. These companies are

aiming for TCS – Total Customer Satisfaction. Customer satisfaction is both a goal and

a marketing tool. Companies that achieve high customer satisfaction ratings make sure

that their target market is known.

Customer Satisfaction may be defined as a qualitative measure where in a customer

experiences various degrees of satisfaction until the performance of the product matches

his expectations.

Product & service features along with emotions of customer play a vital role on

level of satisfaction.

American Customer Satisfaction Index (ACSI), developed by researcher at the

National Quality Research Center at the University of Michigan, is a measure of quality

of goods and services as experienced by consumers.

Methods of measuring Customer Satisfaction are;

Complaint & Suggestion Systems

Customer Satisfaction Survey

Ghost Shopping

Lost Customer Analysis

The study is to find out the level of Customer Satisfaction on sales towards the Maruti

vehicle. And to find out the Satisfaction on the performance of Varun motors.

To find out this, I have done the survey.

Customer Survey: Finding out the customer satisfaction on sales towards Maruti

vehicle with reference to Maruti Suzuki Udyog Ltd.

Finding out the customer satisfaction on dealership performance towards

50

Varun Motors Ltd.

For this survey, I have prepared a questionnaire; through this I collected data from

customers.

Sample Size of survey is 100 consumers. By analyzing these questionnaires, I found out

the level of customer sales satisfaction on Maruti.

In this report, I explained the analysis of questionnaire through graphs and tables.

Methodology used in collection of data is;

1. Survey Research method

2. Primary source of Data

Questionnaires

Direct Interviewing

3. Secondary Source of Data

Text books

Internet

Newspapers

Magazines

51

METHODOLOGY

Data collection is most essential aspect of any research because the whole result of

research depends on the data and information hence, the methodology adopted by me to

collect the data final interpretation were through.

1. Survey Research:

This kind of research finds favor with almost all the social science researches. It is one of

the most popular methods of investigation, because a study of the attributes and variables

in relation to the population (The entire group of people, inhabitants, items etc…under

study) is easier and is more accurate.

Its suffers from a negligible magnitude of error. Now-a-days sample survey has become

an effective method for research. This is possible with the help of personal interviews

which are backed by questionnaires, direct oral observations. Indirect oral observations

and etc…

2. Primary source of Data:

Meaning: Primary sources of data are the data which needs the personal efforts to collect

it and which are not readily available.

52

Primary sources of data are the other type of sources through which the data was

collected.

Following are few ways in which the data was collected:

a) Questionnaires: Its set of questions on a sheet of paper was being given to the

respondents of fill it, based on which the data was interpreted.

b) Direct Interviewing: Direct interviewing involved the process where I asked the

questions directly to the customers and got the feedback.

3. Secondary Source of Data:

Secondary sources are the other important sources through which the data were collected.

These are the readily available sources of the data where one had need not put much

effort to collect, because it is already been collected and part in an elderly manner by

some researchers, experts and socialites.

The secondary sources helpful for study were:

Text books like Marketing Management, Research Methodology, Advertisement and

Sales Promotion.

Internet was made use for the collection of the data.

Newspapers were also referred.

53

Business Magazines also referred.

Some journals were also referred.

4. Library Survey:

This was also undertaken for the collection of data. This type of research is based on

books like periodical, journals, documentations, and secondary data etc… which are

available in the library.

5. Sample Size:

By using judgment Random Sampling Technique 100 respondents are selected for the

purpose of the study. Direct questionnaires are used to survey the customers.

6. Period of the Study:

The Study is undertaken in the month of 20th May 2010 to 8thth Jul 2010.

54

SURVEY ANALYSIS

SATISTICAL TOOLS

Data Collection

Data is collected with prepared questionnaire by arranging personnel interviews when

customers are taking their vehicle at the delivery counter in the Varun Motors showroom.

Data Analysis

Consider the manner of data collection adopted the study analyzed the data on a

qualitative basis by decipher in individual opinion various options collected from

respective respondents are analyzed separately.

Data Interpretation

The data collection from each and every user is analyzed and interpreted individually

then compared together and presented in the form of tables and charts. In each table the

total respondents for particular questions predicted among them. The alternative answers

55

were for the particular questions are traced. The high percentage of the answer is taken

has correct answer then the data for that answer has been analyzed.

MODEL OF THE CAR OWNED BY THE RESPONDENTS

The below table shows the all Maruti brand models, and table showing that model of the

car owned by the respondents.

Table: 1

56

S. No Models No. of Respondents Percentage

1

2

3

4

5

6

7

8

Maruti 800

Omni

Wagon R

Alto

Zen estilo

Swift

Swift Desire

SX-4

19

04

07

32

12

13

09

04

19

04

07

32

12

13

09

04

Total No. of Respondents

100 100%

Figure: 1

Interpretation:

From the above evident, we can say that most selling car in Maruti is Alto, having the 32

respondents here. And next most selling vehicles are the Maruti800, Swift & Zen Estilo,

having 19, 13 & 12 respondents respectively. And next upcoming vehicle is Swift Desire,

having 09 respondents over here. Wagon R has only 07 respondents, and other models

have less sales according to this study.

57

MODE OF AWARENESS OF THE RESPONDENTS

The below table shows the awareness of the respondents towards the Maruti’s brand.

S. No Modes No. of Respondents Percentage

1

2

3

4

News papers

Magazines

Tv ads

Friends / Relatives

11

23

19

47

11

23

19

47

Total No. of Respondents 100 100%

Table: 2

58

Figure: 2

Interpretation:

From the above chart, we observe that awareness is mainly from the friends/relatives with

47% and then we see through magazines, T.V.ads and followed by news papers.

FEATURES THAT ATTRACTED THE RESPONDENTS

The below table shows the special features of Maruti’s brand cars that attracted the

respondents towards them.

S .No Crucial No. of Respondents Percentage

1

2

3

4

Price

Mileage

Service

Brand Image

34

53

7

6

34

53

7

6

TotalNo.ofRespondents 100 100%Table: 3

59

67

53

34

0 10 20 30 40 50 60

Price

Mileage

Service

Brand Image

Figure: 3

Interpretation:

From the above chart, It is concluded that 34% of them say that price is crucial, 53% of

them say mileage and7% & 6% of them say service and brand image.

MAIN REASONS FOR BUYING MARUTI VEHICLE

The table below shows that reasons that specified by the respondents for buying Maruti

vehicle only.

Reasons for buyingMaruti

Suits my needs

Easy maintenance

Good for IndianRoads

Trust worthy

Fuel efficient

No. of Respondents

76 55 88 79 68

Table: 4

60

Figure: 4

Interpretation:

From the above evident, we can say that most of the respondents said main reason is

Maruti vehicle is good for Indian roads. And also other main reason is Maruti trust

worthy. After this other reason is Maruti vehicle suits their needs. They also saying that

Maruti vehicle is fuel efficient. And also saying Maruti is easy maintenance vehicle.

INFLUENCE ON RESPONDENT FOR DECISION MAKING

The below table shows the how the influence changes the Decision making of the

respondents to purchase the vehicle.

S. No Influenced No. of Respondents Percentage

1

2

3

4

Yourself

Family

Friends

Advertisement

48

36

6

10

48

36

6

10

Total No. of Respondents 100 100%

Table: 5

61

Figure: 5

Interpretation:

From the above evident, we can say that 48% of them are influenced by them self and

36% of them feel family play a vital role to purchase their vehicle. And next followed by

advertisement and friends.

RESPONDENTS FEELINGS ON QUALITY AND TECHNOLOGY

The below table shows that respondents level of satisfaction on the Maruti’s quality and

technology

S. No Quality & Technology

No. of Respondents Percentage

1

2

3

4

Very satisfied

Satisfied

Indifferent

Dissatisfied

78

19

03

00

78

19

03

00

Total No. of Respondents 100 100%

Table: 6

62

4836

6 10

0102030405060

Yourse

lf

Family

Friend

s

Adv

ertise

ment

Figure:6

Figure: 6Interpretation:

From the above evident, we can say that 78% of respondents are vert satisfied with the

Maruti’s quality & technology. And 19% of respondents are satisfied and remaining 3%

are indifferent. From this we can say that 97% are satisfied with the quality and

technology.

SATISFACTION LEVEL OF RESPONDENTS ON LUXURY & SPACIOUS

The below table shows that the level of satisfaction of the respondents on Luxury and

Spacious of Maruti vehicle

S. No Luxury & Spacious

No. of Respondents Percentage

1

2

3

4

Very satisfied

Satisfied

Indifferent

Dissatisfied

81

15

04

00

81

15

04

00

Total No. of Respondents 100 100%

Table: 7

63

Figure: 7

Interpretation:

From the above evident, we can say that 81% respondents are very satisfied with the

Maruti’s Luxury and Spacious. And 15% of respondents are satisfied and remaining 4%

are indifferent. From this we can say that 96% are satisfied with the quality &

technology.

RESPONDENTS FEELING ON PRICE OF THE MARUTI VEHICLE

The below table shows that respondents feeling on the price of the Maruti vehicle, that

shows the satisfaction level of the respondents.

S. No Price No. of Respondents Percentage

1

2

3

High

Reasonable

Low

06

37

57

06

37

57

Total No. of Respondents 100 100%

Table: 8

64

Figure: 8

Interpretation:

From the above evident, we can say that 57% respondents are saying that price of Maruti

is low, and 37% respondents are saying that price of Maruti is reasonable and remaining

6% are saying that price is high. From this we can say that 94% are saying that Maruti

price is satisfied.

RESPONDENTS FEELING ON PRICE OF SPARE PARTS

The below table shows that respondents feeling on the price of spare parts of the Maruti

vehicle, that shows the satisfaction level of the respondents.

S. No Spare parts Price No. of Respondents Percentage

1

2

3

High

Reasonable

Low

08

24

68

08

24

68

Total No. of Respondents 100 100%

Table: 9

65

Figure: 9

Interpretation:

From the above evident, we can say that 68% respondents are saying that price of spare

parts of the Maruti is low, and 24% respondents are saying that price of spare parts of

Maruti is reasonable and remaining 8% are saying that price is high. From this we can

say that 92% are saying that Maruti price of spare parts is satisfied.

RESPONDENTS FEELING ON CONVENIENCY OF SERVICE NETWORK

The below table shows that respondents feeling on convenience of service network of

Maruti.

S. No Service Network No. of Respondents Percentage

1

2

3

Very convenient

Moderate convenient

Inconvenient

78

21

01

78

21

01

Total No. of Respondents 100 100%

Table: 10

66

Figure: 10

Interpretation:

From the above evident, we can say that 78% respondents are saying that service network

of Maruti is very convenient, and 21% respondents are saying that service network of

Maruti is moderately convenient and remaining 1% are saying that inconvenient. From

this we can say that 99% are saying that Maruti service Network is convenient.

RESPONDENTS USE THE VEHICLE MOSTLY FOR

The below table shows that how respondents use their vehicle mostly and the purpose of

the vehicle has been purchased.

S. No Car Used For No. of Respondents Percentage1

2

3

4

Office

Family

Long Drives

Shopping

44

45

9

2

44

45

9

2

Total No .of Respondents 100 100%

Table: 11

67

Figure: 11

Interpretation:

From the above evident, It was observed that 44% of the respondents use there vehicle

for going to office, 45% of the respondents use there vehicle to take there family out and

2% and 9% of the respondents use there vehicle for shopping and long drives.

RESPONDENTS EXPECTATIONS ON MARUTI VEHICLE

The table below shows that respondents expectations on Maruti vehicle to keep.

S. No How Long You Will Use

No. of Respondents Percentage

1

2

3

4

1-2 Years

2-4 Years

4-8 Years

8 Years & above

5

15

68

12

5

15

68

12

Total No. of Respondents 100 100%

Table: 12

68

515

68

12

01020304050607080

1-2Yrs 2-4Yrs 4-8Yrs 8Yrs&Above

Figure: 12

Interpretation:

From the above evident it is observed that 5% and 15% of the consumers keep

their vehicle 1-2years and 2-4years respectively, and 68% and 12% of consumers keep

their vehicle for 4-8years and 8years & above.

FEELING OF THE RESPONDENTS WHILE DRIVING MARUTI

The below table shows that how respondents feel comfortable while driving the Maruti

vehicle.

S. No Particulars No. of Respondents Percentage

1

2

3

4

More comfortable

Comfortable

Less comfortable

Un comfortable

20

68

11

01

20

68

11

01

69

Total No. of Respondents 100 100%

Table: 13

Figure: 13

Interpretation:

From above evident, it is observed that 20% of them feel more comfortable, 68% of

respondents feel comfortable, and 11% of them feel less comfortable.

RESPONDENTS OVERALL VIEW ON PERFORMANCE OF MARUTI

The below table shows how respondents feel on the total performance of the Maruti

vehicle when compaired to the other brand cars.

S. No Particulars No. of Respondents Percentage

1

2

3

4

Excellent

Good

Average

Below average

17

59

24

00

17

59

24

00

70

Total No. of Respondents 100 100%

Table: 14

Figure: 14

Interpretation:

From above evident, we can say that 17% respondents feel performance of the Maruti is

excellent when compaired to other brands, and 59%, & 24% of respondents feel good &

average respectively. This shows that satisfaction of respondents.

RESPONDENTS VIEW ON MILEAGE OF MARUTI VEHICLE

The below table shows how respondents feel on mileage of the Maruti vehicle when

compaired to the other brand cars.

S. No Particulars No. of Respondents Percentage

1

2

3

4

Excellent

Good

Average

Below average

20

54

26

00

20

54

26

00

71

Total No. of Respondents 100 100%

Table: 15

Figure: 15

Interpretation: From the above evident, we can say that 20% and 54% of the respondents feel mileage

of the Maruti’s brand is excellent and good respectively when compaired to other brands

of vehicles, and 26% of respondents feel mileage given by Maruti is average.

INFORMATION ABOUT SERVICE OFFERED

The below table shows that how respondents get information regarding the service

offered by the company to them.

S. No Information given

No. of Respondents Percentage

1

2

Yes

No

95

05

95

05

Total No. of Respondents 100 100%

72

Table: 16

Figure: 16

Interpretation:

From the above chart we observe that 95% of the respondents feel that information

regarding free service is provided them

FEEDBACK ON DEALERSHIP FACILITY

The below table shows that the respondents feelings on the VARUN MOTORS

dealership facility.

S. No Varun Dealership Facility

No. of Respondents Percentage

1

2

3

4

Outstanding

Acceptable

Average

Unacceptable

79

19

02

00

79

19

02

00

73

Total No. of Respondents 100 100%

Table: 17

Figure: 17

Interpretation:

From the above chart, we can say that 79% respondents are given best ranking for varun

motors dealership and 19% respondents are given good ranking that is accepting and

remaining 2% are saying that average.

DELIVERY TIME

The below table shows that the varun dealer has delivered the vehicle at promised time or

not.

Table: 18

74

S. No On Time Delivery No. of Respondents Percentage

1

2

Yes

No

80

20

80

20

Total No. of Respondents 100 100%

80

20

0

20

40

60

80

Yes No

Figure: 18

Interpretation:

From the above chart, it is observed that 80% of the respondents said that vehicle is

delivered on time and remaining 20% of the respondents are saying that the vehicle is not

delivered on time.

SALES EXECUTIVES ABILITY

The below table shows that the respondents acceptance on the sales executives ability ti

answer their questions.

75

S. No Performance of Executives No. of Respondents Percentage1

2

3

4

Excellent

Good

O.K

Poor

8

62

23

7

8

62

23

7Total No. of Respondents 100 100%

Table: 19

8

62

23

7

0 20 40 60 80

Excellent

Good

O.k

Poor

Figure: 19

Interpretation:

It is observed that 8% of the respondents feel that performance of executives is

excellent, 62% of the respondents said that performance of the executives is good,

23%the respondents are saying the performance of the executives is ok and remaining 7%

of the respondents said that performance of the executives is poor.

RESPONDENTS RECOMMENDATION VARUN MOTORS TO

OTHERS

The below table shows that whether the respondents are recommend the VARUN

MOTORS dealer to their relatives and friends.

S. No Purchase/ Refer No. of Respondents Percentage

76

1

2

3

Definitely

May Be

Never

95

05

00

95

05

00

Total No. of Respondents 100 100%

Table: 20

Figure: 20

Interpretation:

From the above chart it shows 95% of the respondents are ready to recommend VARUN

MOTORS to relatives and friends.

FINDINGS

We observe that awareness is mainly from the friends/relatives with 47%.

It is concluded that 34% of them say that price is crucial, 53% of them say

mileage.

77

Most of the respondents believe that Maruti is good

48% respondents take their own decisions and 36% through family members

78% people are very satisfied with quality and technology

Most of the people are very satisfied with luxury and spacious

57% respondents feel the price is very low, 68% of feel the price of spare parts is

less

78% respondents feeling on convenience of service network of Maruti.

45% respondents use their vehicle mostly and the purpose of the vehicle has been

purchased.

68% respondents expectations on Maruti vehicle to keep it for 4-8yrs

68% respondents feel comfortable while driving the Maruti vehicle.

59% respondents feel on the total performance of the Maruti vehicle when

compaired to the other brand cars.

95% respondents get information regarding the service offered by the company to

them.

79% respondents are given best ranking for Varun motors dealership

62% of the respondents said that performance of the executives is good

95% of the respondents are ready to recommend Varun Motors to relatives and

friends.

CONCLUSIONS

. Most of the buyers are professionals and business people using the Maruti cars

Most of the respondents are saying that main reasons for buying Maruti are trust

Worthy and good for Indian roads.

About 97% of the respondents are satisfied with the quality & technology.

78

About 96% of the customers are satisfied with luxury & spacious.

About 94% the customers feel that the price of vehicle is affordable

99% of the respondents are highly satisfied with service network of Maruti.

. 45% of the respondents use there vehicle to take there family out and 44% use for

going to office.

Many of the Maruti car buyers are high middle class people, like to keep there

Vehicle 4years above. But professionals and business people like to change there

Vehicle after 2years.

Many of the respondents are satisfied with regard to mileage.

75% of the respondents are satisfied with overall performance of the vehicle and 25%

of the users are constant.

80% of the respondents said that the vehicle is delivering on time and 20% of the

respondents are not satisfied with vehicle delivery.

70% of the respondents said the performance of the executives was good, 23% of

the respondents said ok.

95% of customers feel that they are getting information regarding free service

provided by the Maruti.

98% of the respondents are saying that VARUN MOTORS performance is

Outstanding.

Varun Motors are delivering the vehicle ay promised time.

All the respondents are saying that, they are willing to recommend the Varun

Motors dealer to others.

SUGGESTIONS

Maruti Company has to frame new strategies to gain all the potential customers.

Maruti dealers have to come up some potential activities, schemes and offers to

attract people.

79

Dealers should come up with ease in documentation for financing the customer.

Service advisers need training and motivate them.

Maruti has to improve the different promotional activities through effective

media.

QUESTIONNAIRE

Dear Sir,I am the student of Mriet (J.N.T.U), conducting a survey on MARUTI in twin

cities. I would like to share some views and ideas with you.

Name : …………………………………

80

Profession : …………………………………

Address : ………………………………………………

………………………………………………

1. Which model MARUTI car do you own………? M-800 ( ) Omni ( ) Alto ( ) Zen Estilo ( ) Wagon-R ( ) Swift ( ) Swift Desire ( ) A-star ( ) SX-4 ( )

2. How did you come to know about MARUTI cars……?

Newspapers ( ) Magazines( ) TV ads ( )Friends/Relatives ( ) Any other……………

3. What attracted/prompted you to buy MARUTI among all other brands…? (Please rank……) Brand image ( ) Service network ( ) Price ( )

mileage ( )

4. What are the features attracted you to buy the car you owning…?(give the order of preference 1-5) Suits my need ( ) Easy maintenance ( )Trust worthy ( ) fuel efficient ( ) Good for Indian roads ( )

5. Who influenced in buying the car you own……?Your self ( ) Family ( ) Friends ( )

Advertisement ( )

6. How do you feel on MARUTI quality and technology……?Very satisfied ( ) Satisfied ( ) Indifferent ( )Dissatisfied ( )

81

7. How do you feel about your MARUTI is luxury and spacious……?Very satisfied ( ) Satisfied ( ) Indifferent ( )Dissatisfied ( )

8. Price of your MARUTI vehicle……?High ( ) Reasonable ( ) Low ( )

9. Price of spare parts to your MARUTI……?High ( ) Reasonable ( ) Low ( )

10. Convenient of service network……?Very convenient ( ) Moderate convenient ( ) Inconvenient ( )

11. Main purpose of that you will use your car for……?Office ( ) Family ( ) Long drives ( )

Shopping ( )

12. How long you will use this vehicle……?1-2 Yrs ( ) 2-4 Yrs ( ) 4-8 Yrs ( )

8 Yrs & above ( )

13. How do you feel when you drive yours MARUTI car……?More comfortable ( )Comfortable ( ) Less comfortable ( )Uncomfortable ( )

14. How do you rate the over all performance of the car compared to others……?Excellent ( ) Good ( ) Average ( )

below average ( )

15. Please rank the mileage of the car when compared to other cars……?Very good ( ) Good ( ) Average ( )

below average ( )

16. Do you get information about the free service offered by the company? from time to time………?

Yes ( ) No ( )

17. How do you feel on VARUN MOTORS dealership facility……?Outstanding ( ) Acceptable ( ) Average ( )

82

Unacceptable ( )

18. Is vehicle delivered on time……?Yes ( ) No ( )

19. How is the performance of the executives at the dealership……?Excellent ( ) Good ( ) O.K. ( )

Poor ( )

20. Based on your overall experience will you like to purchase or refer this brand/dealer to any other person……?

Definitely ( ) May Be ( ) Never ( )

21. Do you have any suggestions for the MARUTI as well as VARUN MOTORS

.....................................................................................................................................

.....................................................................................................................................

.........................................................................

BIBLIOGRAPHY

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NAME OF THE BOOKS

1. C.R. Kothari Research methodology Methods & Techniques. 2\e Vishwa prakashan.

(2006).

2. Phillip Kotler Marketing Management 11\e Pearson. (2007).

3. Phillip Kotler Marketing Management 12\e & 13\e Pearson. (2008).

4. Kerin. Hartley & Rudelius: Marketing the Core. McGraw-Hill, Irwin. (2007).

5. Phillip Kotler and Kelvin Lane Marketing Management 12\e Pearson Education

(2007).

WEBSITES

1. Www.learn marketing.com

2. Www.maruti Suzuki.com

3. Www.gurusoftware.com

4. Www. Wikipedia.com

MAGAZINES

Business Today: Customer value, satisfaction, loyalty and switching costs:

84