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)
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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 GENERAL INFORMATION IMPORTANCE OF THE STUDY SCOPE OF THE STUDY OBJECTIVES OF THE STUDY Chapter- II INDUSTRY PROFILE BRIEF DESCRIPTION OF THE ORGANIZATION PRODUCT PROFILE Chapter- III REVIEW OF LITERATURE Chapter: - IV METHODOLOGY RESEARCH DESIGN DATA COLLECTION SAMPLING ANALYSIS
Chapter- V DATA ANALYSIS AND INTERPRETATION Chapter- VI FINDINGS CONCLUSION RECOMMENDATIONS APPENDIX BIBLIOGRAPHY
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Page numbers 1-2 3 4 5 6-15 16-26 27-33 34-42
43-46
47-68 69 70 71 72-74 75
Chapter I GENERAL INFORMATION IMPORTANCE OF THE STUDY SCOPE OBJECTIVES
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Chapter II INDUSTRY PROFILE BRIEF DESCRIPTION OF THE ORGANIZATION PRODUCT PROFILE
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Chapter III REVIEW OF LITERATURE
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Chapter IV METHODOLOGY RESEARCH DESIGN DATA COLLECTION SAMPLING ANALYSIS
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Chapter V DATA ANALYSIS AND INTERPRETATION
Chapter VI FINDINGS CONCLUSION RECOMMENDATIONS
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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
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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,
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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.
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INDUSTRY PROFILE Modern marketers are concentrating on the needs and wants of the people, and then producing products, which satisfy those needs. A turning point in transport came when the wheel was invented. One good point about mean is that he never been satisfied with his achievements. He always tries to improve his living conditions. As time passes in 1888 Benz Company invented the first car in the world. In early 1900 year, lot of changes took place in culture, life style, standard of living was improved. So many industries have entered in this field (4 wheelers) to improve the QUALITY of the product in different parameters. As well as in 1928 the first imported car was introduced in India, In 1942 Hindustan Motors was incorporated and in 1944 Premiere automobiles was started its manufacture. The growth was very less, but in early 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 twowheelers. Product movements and manned services have boosted in the sales of medium and sized commercial vehicles for passenger and goods transport. The data obtained from Ministry of Commerce and Industry, shows high growth obtained since 2001-02 in automobile production continuing in the first three quarters of the 200405. Annual growth was 16.0 per cent in April-December, 2004; the growth rate in 200304 was 15.1 percent the automobile industry grew at a compound annual growth rate (CAGR) of 22 per cent between 1992 and 1997. With investment exceeding Rs. 50,000 crore, the turnover of the automobile industry exceeded Rs. 59,518 crore in 2002-03. Including turnover of the auto-component sector, the automotive industry's turnover, which was above Rs. 84,000 crore in 2002-03, is estimated to have exceeded Rs.1,00,000 crore ( USD 22. 74 billion) in 2003-04.
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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.
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As the players continue to introduce new models and variants, the competition may intensify further. The ability of the players to contain costs and focus on exports will be critical for the performance of their respective companies. The auto component sector has also posted significant growth of 20% in 2003-04, to achieve a sales turnover of Rs.30, 640 crore (US$ 6.7 billion). Further, there is a potential for higher growth due to outsourcing activities by global automobiles giants. Today, this sector has emerged as another sunrise sector.
Even Growth Opposing the belief that the growth in automobile industry has catered only to the top income-stratum of society, Growth of exports of 32.8 % in the first three quarters of 2004-05, the fastest growth in volumes has come from commercial vehicles as against passenger cars. Between 1998-99 and 2003-04, output of commercial vehicles has grown 2.8 times compared to the 2.2 times increase in passenger cars. Furthermore, two-wheeler output continues to dominate the volume statistics of the sector. In 2003-04, for every passenger car turned out by the sector, there were 7 two-wheelers produced. In the two wheeler segment, there is a greater preference for motorcycles followed by scooters, with both production and domestic sales of motorcycles increasing at faster rates than for scooters in the current and previous years. However, mopeds have registered low or negative growth. Export growth rates have been high both for motorcycles and scooters.
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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):
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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 Maruti Hyundai Fiat Ford General Motors Honda Tata Mistibushi Toyota Skoda Daim lerChrysler
A1 1
A2 3 1 2
1
A3 2 1 2 1 2 1 1 1
A4 1 1 1 1 2 1 3
The above table shows the coverage of passenger car segments of different industry players in India. The table showing the number of models they are introduced into the market in passenger car segment.
Indian Car Market Trend
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The Indian market was fuelled by entry of Maruti800 and A 1 Segment car was the largest selling segment in market for many years and is still the single largest selling model. With the entry of Zen in Indian market MUL offered the upgrade option to A 1 segment owners as well as new buyers. The present trend of market shows the tremendous growth in A 2 segment the volumes of which has already crossed the A 1 segment in nos. and presently constitutes approx 50% of total car market. It appears that A 2 segment will continue to be the largest selling for many more years. Maruti has 3 models with 13 variants in the growing A 2 segment and is continuously consolidating its position in the segment. With the continuously evolving market the A 3 segment is expanding at slow and consistent rate. MUL has 2 models in the segment with 7 variants to suit customer requirements. The largest expansion is happening in A4 segment through importing completely built up cars. However the volumes sold are very small and are limited to bigger cities.
.
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Market Share of Industry leaders in World Markets: Manufacturer Ford Toyota Volkswageri General Motors Maruti
Country UK Japan Germany USA India
Market Share 20.1% 27.8% 28.2% 28.7% 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.
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COMPANY PROFILE QUICK FACTS Year of Establishment
February 1981 "The Leader in The Indian Automobile Industry,
Vision
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
11th Floor, Jeevan Prakash
Office
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
Maruti Udyog Limited (MUL) was established in February 1981 through an Act of Parliament, to meet the growing demand of a personal mode of transport caused by the lack of an efficient public transport system.
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A license and a joint Venture agreement were signed between Govt. of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982. By which Suzuki acquired 26% share of equity, with an option to increase it to 40% Suzuki exercised. In 1987 by increased its option equity to 40%. Suzuki Motor corporation further increased equity to 50% in the year 1992, converting Maruti Udyog Limited into a non-government company. 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.
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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.
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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.
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Transfer of Technology: Every minute two vehicles roll out of the Maruti Plant. It is therefore imperative that the transfer of contemporary technology from our partner Suzuki is a smooth process. Great stress is laid on training and motivating the people who man and maintain the equipment, since e the best equipment alone cannot guarantee high quality and productivity. From the beginning it was a From the beginning it was a conscious decision to send people to Suzuki Motor Corporation for on-the-job training for line technicians, supervisors and engineers. This helps them to imbibe the culture in a way that merely transferring technology through documents can never replicate. At present 20% of our workforce have been trained under this program. Joint venture with SMC Japan, the most technically advanced compact car manufacturer in the world. MUL is the market leader in the introduction of auto technology, while most other manufactures bringing in dated models from their collaborators. MUL has introduced the latest “16*4” Technology for engines. Technology that has been tried tested and trusted around the world for reliability, economy & performance.
MUL Vision: The Leader in the Indian Automobile Industry, Creating Customer Delight and Shareholder’s Wealth; A Pride of India.
MUL Core Values: 28
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 outlets, 1838 service centers across 922 cities as on 01-03-2008. Service available in 41 cities across the country.
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Maruti Plus: Express High way Service: Introduced with service stations at convenient locations on National Highways.
Maruti 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.
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Maruti Insurance: Near cashless transaction Quality repair by trained manpower No loading insurance premium for claims
Maruti N 2 N: End-to-End fleet management services designed for companies to free them of all the hassles of manufacturing company cars. Customized car policies Accident Repairs Maintenance – Servicing – Registration – Insurance Emergency Assistance
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.
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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 compared to January 2007. As published in Overdrive Magazine dated 15the March, 2008.
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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.
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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.
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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. 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.
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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 Voted as “Car of The year 2002” by OVERDRIVE AWARDS
Variants: LX, VXi, LXi
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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 BALENO (Surprising Performance) Luxurious Upgrade option to Maruti Owners Best Value for Money New standards in Comfort
Variants: STD, ALTURA
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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.
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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.
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INFRASTRUCTURE: HYDERABAD: Showroom is situated in the prime locality of Begum pet main road with a 3500sft.space. And work shops are located in Begum pet and Balanagar prime locations. Begum pet workshop is constructed with a space of 1500 sft. And equipped with MUL trained mechanics. Balanagar work shop constructed with 3600sft. Built up area in 3 levels. It is situated just 6Kms away from showroom having MUL trained mechanics and equipped with modern equipments.
VISAKHAPATNAM: Showroom is situated in prime locality of siripuram with a 17000sft, space. It is one of the biggest show room in Maruti dealership. Workshops are located one in siripuram with 1700sft. Another in Gajuwaka admeasuring 2500sft. & equipped with MUL trained mechanics and most modern equipments.
Dealership Achievements: The management practices at Varun complements the pursuit of perfection. The speed of adaptation to change and commitment to growth largely boosted the operational efficiency of the organization. Varun's Zero Defect approach that has driven it to upgrade its operating systems continuously earned it the 180 certification and No.1 position in the market. Behind the success of Varun Group lies the saga of team work, aggressive marketing, dedication, discipline, higher levels of sensitivity towards customers and excellent HR practices. Varun's immense focus on service and customer care blitzes the competition whilst its showrooms and workshops are also top notch. For example, Varun's Maruti showroom in Visakhapatnam is the largest showroom in India whilst Varun's workshops are equipped with up to date technology, modern inventory and world class facilities. Our Maruti dealership at Vijayawada is in an outstanding 3S facility.
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Awards: Our practices and performance have made us the largest automobile dealer in A.P and one of the top dealers for Bajaj and Maruti in the country. Below are few of our dealership achievements at the national level. Varun Motors was awarded Maruti PLATINUM thrice consecutively for the past 3 years in Balanced Scorecard (Platinum award is the highest rated award in Maruti). Adjudged 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, 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.
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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. Consumers from their expectations on the basis of messages received from sellers, friends and other information sources.
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Customer Satisfaction: Customer Satisfaction may be defined as a qualitative measure where in a customer experiences various degrees of satisfaction until the performance of the product matches his expectations. 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 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.
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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. Through the service cycle the consumer may have a variety of different experiences – some good, some not good-and each will ultimately impact satisfaction.
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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 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.
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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 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.
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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 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.
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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). 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.
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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 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.
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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 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.
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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
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METHODOLOGY Data collection is most essential aspect of any research because the whole result of research depends on the data and information hence, the methodology adopted by me to collect the data final interpretation were through.
1. Survey Research: This kind of research finds favor with almost all the social science researches. It is one of the most popular methods of investigation, because a study of the attributes and variables in relation to the population (The entire group of people, inhabitants, items 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. Primary sources of data are the other type of sources through which the data was collected.
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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. Business Magazines also referred. Some journals were also referred.
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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.
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SURVEY ANALYSIS SATISTICAL TOOLS Data Collection Data is collected with prepared questionnaire by arranging personnel interviews when customers are taking their vehicle at the delivery counter in the Varun Motors showroom.
Data Analysis Consider the manner of data collection adopted the study analyzed the data on a qualitative basis by decipher in individual opinion various options collected from respective respondents are analyzed separately.
Data Interpretation The data collection from each and every user is analyzed and interpreted individually then compared together and presented in the form of tables and charts. In each table the total respondents for particular questions predicted among them. The alternative answers were for the particular questions are traced. The high percentage of the answer is taken has correct answer then the data for that answer has been analyzed.
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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. S. No
Models
No. of Respondents
Percentage
1
Maruti 800
19
19
2
Omni
04
04
3
Wagon R
07
07
4
Alto
32
32
5
Zen estilo
12
12
6
Swift
13
13
7
Swift Desire
09
09
8
SX-4
04
04
100
100%
Total No. of Respondents
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Table: 1 Model of New Car Purchased 32
35 30 25 No. of 20 Respondents 15
19 12
10
13 9
7
4
4
5 0 Maruti 800
Omni
Wagon R
Alto
Zen estilo
Sw ift
Sw ift Desire
SX-4
Model Nam e
Figure: 1
Interpretation: From the above evident, we can say that most selling car in Maruti is Alto, having the 32 respondents here. And next most selling vehicles are the Maruti800, Swift & Zen Estilo, having 19, 13 & 12 respondents respectively. And next upcoming vehicle is Swift Desire, having 09 respondents over here. Wagon R has only 07 respondents, and other models have less sales according to this study.
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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
News papers
11
11
2
Magazines
23
23
3
Tv ads
19
19
4
Friends / Relatives
47
47
Total No. of Respondents
100
100%
Table: 2
58
M ode of awareness 50 40 30 No.of Respondents 20 10
47 23
19
11
0 News papers
Magazines
Tv ads
Friends / Relatives
Mode
Figure: 2 Interpretation: From the above chart, we observe that awareness is mainly from the friends/relatives with 47% and then we see through magazines, T.V.ads and followed by news papers.
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
Price
34
34
2
Mileage
53
53
3
Service
7
7
4
Brand Image
6
6
59
TotalNo.ofRespondents
100
100%
Table: 3
6
Brand Image
7
Service
53
Mileage 34
Price 0
10
20
30
40
50
60
Figure: 3
Interpretation: From the above chart, It is concluded that 34% of them say that price is crucial, 53% of them say mileage and7% & 6% of them say service and brand image.
MAIN REASONS FOR BUYING MARUTI VEHICLE The table below shows that reasons that specified by the respondents for buying Maruti vehicle only.
Reasons for buying Maruti Fuel efficient
No. of Respondents
Suits my needs
Easy Good for maintenance Indian Roads
76
55
88
68
Trust worthy
Fuel efficient
79
68
79
Trust worthy
Table: 4
Good for Indian
88
55
Easy maintenance
76
Suits my needs 0
10
20
30
40
50
60
60
70
80
90
100
Figure: 4
Interpretation: From the above evident, we can say that most of the respondents said main reason is Maruti vehicle is good for Indian roads. And also other main reason is Maruti trust worthy. After this other reason is Maruti vehicle suits their needs. They also saying that Maruti vehicle is fuel efficient. And also saying Maruti is easy maintenance vehicle.
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
Yourself
48
48
2
Family
36
36
3
Friends
6
6
4
Advertisement
10
10
100
100%
Total No. of Respondents
Table: 5
61
48 36 10 A dv er tis em en t
Fa m
ily
Fr ie nd s
6 Y ou rs el f
60 50 40 30 20 10 0
Figure: 5 Interpretation: From the above evident, we can say that 48% of them are influenced by them self and 36% of them feel family play a vital role to purchase their vehicle. And next followed by advertisement and friends.
RESPONDENTS FEELINGS ON QUALITY AND TECHNOLOGY The below table shows that respondents level of satisfaction on the Maruti’s quality and technology S. No
No. of Respondents
Percentage
1
Quality & Technology Very satisfied
78
78
2
Satisfied
19
19
3
Indifferent
03
03
4
Dissatisfied
00
00
100
100%
Total No. of Respondents Table: 6
62
Quality & Technology 78 80 70 60 50 No. of 40 Respondents 30 20 10 0
19 3 Very satisfied
Satisfied
Indifferent
0 Dissatisfied
Level of Satisfaction
Figure:6 Figure: 6 Interpretation: From the above evident, we can say that 78% of respondents are vert satisfied with the 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
No. of Respondents
Percentage
1
Luxury & Spacious Very satisfied
81
81
2
Satisfied
15
15
3
Indifferent
04
04
4
Dissatisfied
00
00
100
100%
Total No. of Respondents
63
Table: 7 Luxury and Spacious 90 80 70 60 No. of 50 Respondents 40 30 20 10 0
81
15 4 Very satisfied
Satisfied
Indifferent
0 Dissatisfied
satisfaction level
Figure: 7 Interpretation: From the above evident, we can say that 81% respondents are very satisfied with the 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
High
06
06
2
Reasonable
37
37
57
57
Price of MARUTI
3
60 50
Low
40
Total No.No. of of Respondents Respondents
30
0
57
37 Table: 8
20 10
100
6 High
Reasonable Responces
64
Low
100%
Figure: 8 Interpretation: From the above evident, we can say that 57% respondents are saying that price of Maruti is low, and 37% respondents are saying that price of Maruti is reasonable and remaining 6% are saying that price is high. From this we can say that 94% are saying that Maruti price is satisfied.
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
High
08
08
2
Price of Spare Parts24 Reasonable
24
3
70
Low
68
68
100
100%
60
Total No. of50 Respondents 40 No. of Respondents 30
Table: 9
20 10 0
68
24 8 High
Reasonable Responces
65
Low
Figure: 9 Interpretation: From the above evident, we can say that 68% respondents are saying that price of spare parts of the Maruti is low, and 24% respondents are saying that price of spare parts of Maruti is reasonable and remaining 8% are saying that price is high. From this we can say that 92% are saying that Maruti price of spare parts is satisfied. RESPONDENTS FEELING ON CONVENIENCY OF SERVICE NETWORK The below table shows that respondents feeling on convenience of service network of Maruti. S. No
Service Network
No. of Respondents
Percentage
1
Very convenient
78
78
ModerateService Network convenient 21
21
2 3
80
Inconvenient 70
01
01
100
100%
60 50 Total No No.ofof Respondents Respondents
40 30 20 10 0
78
Table: 10 21
Very convenient
Moderate convenient Responces
66
1 Inconvenient
Figure: 10 Interpretation: From the above evident, we can say that 78% respondents are saying that service network of Maruti is very convenient, and 21% respondents are saying that service network of Maruti is moderately convenient and remaining 1% are saying that inconvenient. From this we can say that 99% are saying that Maruti service Network is convenient.
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 1
Car Used For Office
No. of Respondents 44
Percentage 44
2
Family
45
45
3
Long Drives
9
9
4
Shopping
2
2
100
100%
Total No .of Respondents Table: 11
67
Shopping
2
9
Long Drives
45
Family
Office
44 0
10
20
30
40
50
Figure: 11 Interpretation: From the above evident, It was observed that 44% of the respondents use there vehicle for going to office, 45% of the respondents use there vehicle to take there family out and 2% and 9% of the respondents use there vehicle for shopping and long drives.
RESPONDENTS EXPECTATIONS ON MARUTI VEHICLE The table below shows that respondents expectations on Maruti vehicle to keep. S. No
No. of Respondents
Percentage
1
How Long You Will Use 1-2 Years
5
5
2
2-4 Years
15
15
3
4-8 Years
68
68
4
8 Years & above
12
12
Total No. of Respondents
100
100%
Table: 12
68
80 70 60 50 40 30 20 10 0
68
15
12
5 1-2Yrs
2-4Yrs
4-8Yrs
8Yrs&Above
Figure: 12 Interpretation: From the above evident it is observed that 5% and 15% of the consumers keep their vehicle 1-2years and 2-4years respectively, and 68% and 12% of consumers keep their vehicle for 4-8years and 8years & above.
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
More comfortable
20
20
2
Comfortable
68
68
3
Less comfortable
11
11
4
Un comfortable
01
01
69
Total No. of Respondents
100
100%
Table: 13 1
Un comfortable
11
Less comfortable
68
Comfortable
20
More comfortable 0
10
20
30
40
50
60
70
80
Figure: 13 Interpretation: From above evident, it is observed that 20% of them feel more comfortable, 68% of respondents feel comfortable, and 11% of them feel less comfortable.
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
70
Percentage
1
Excellent
17
17
2
Good
59
59
3
Average
24
24
4
Below average
00
00
100
100%
Total No. of Respondents
Table: 14 Performance of Maruti 59
60 50 40 No of 30 Respondents 20
24 17
10 0
0 Excellent
Good
Average
Below average
Figure: 14 Interpretation: From above evident, we can say that 17% respondents feel performance of the Maruti is excellent when compaired to other brands, and 59%, & 24% of respondents feel good & average respectively. This shows that satisfaction of respondents.
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
71
Percentage
1
Excellent
20
20
2
Good
54
54
3
Average
26
26
4
Below average
00
00
100
100%
Total No. of Respondents
Table: 15
0
Below average
26
Average
54
Good
20
Excellent 0
10
20
30
40
50
60
Figure: 15 Interpretation: From the above evident, we can say that 20% and 54% of the respondents feel mileage of the 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.
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S. No
No. of Respondents
Percentage
1
Information given Yes
95
95
2
No
05
05
100
100%
Total No. of Respondents Table: 16
No, 5 ,
Yes, 95
Figure: 16
Interpretation: From the above chart we observe that 95% of the respondents feel that information regarding free service is provided them
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
73
Percentage
1
Outstanding
79
79
2
Acceptable
19
19
3
Average
02
02
4
Unacceptable
00
00
100
100%
Total No. of Respondents
Table: 17 Dealer Performance(VARUN) 80 70 60 50 No of 40 Respondents 30
79
20 10 0 Outstanding
19
2
Acceptable
Average
0 Unacceptable
Responces
Figure: 17 Interpretation: From the above chart, we can say that 79% respondents are given best ranking for varun motors dealership and 19% respondents are given good ranking that is accepting and remaining 2% are saying that average.
DELIVERY TIME The below table shows that the varun dealer has delivered the vehicle at promised time or not.
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S. No
On Time Delivery
No. of Respondents
Percentage
1
Yes
80
80
2
No
20
20
100
100%
Total No. of Respondents
Table: 18
80 80 60 40
20
20 0 Yes
No
Figure: 18
Interpretation: From the above chart, it is observed that 80% of the respondents said that vehicle is delivered on time and remaining 20% of the respondents are saying that the vehicle is not delivered on time.
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SALES EXECUTIVES ABILITY The below table shows that the respondents acceptance on the sales executives ability ti answer their questions. S. No 1
Performance of Executives Excellent
No. of Respondents 8
Percentage 8
2
Good
62
62
3
O.K
23
23
7 100
7 100%
4
Poor Total No. of Respondents
Table: 19
7
Poor
23
O.k
62
Good 8
Excellent 0
20
40
Figure: 19
76
60
80
Interpretation: It is observed that 8% of the respondents feel that performance of executives is excellent, 62% of the respondents said that performance of the executives is good, 23%the respondents are saying the performance of the executives is ok and remaining 7% of the respondents said that performance of the executives is poor.
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 1
Purchase/ Refer Definitely
No. of Respondents 95
Percentage 95
2
May Be
05
05
3
Never
00
00
100
100%
Total No. of Respondents Table: 20
Recommend VARUN MOTORS to Others
May Be
Definitely
77
Figure: 20 Interpretation: From the above chart it shows 95% of the respondents are ready to recommend VARUN MOTORS to relatives and friends.
FINDINGS •
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.
•
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
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•
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. 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.
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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.
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.
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QUESTIONNAIRE Dear Sir, I am the student of Mriet (J.N.T.U), conducting a survey on MARUTI in twin cities. I would like to share some views and ideas with you.
Name
: …………………………………
Profession : ………………………………… Address
: ……………………………………………… ………………………………………………
1. Which model MARUTI car do you own………? • M-800 ( ) • Omni ( ) • Alto ( ) • Zen Estilo ( ) • Wagon-R ( ) • Swift ( ) • Swift Desire ( ) • A-star ( ) • SX-4 ( )
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2.
How did you come to know about MARUTI cars……? Newspapers ( ) Magazines( ) Friends/Relatives ( ) Any other……………
TV ads (
)
3.
What attracted/prompted you to buy MARUTI among all other brands…? (Please rank……) Brand image ( ) Service network ( ) Price ( ) mileage ( )
4.
What are the features attracted you to buy the car you owning…?(give the order of preference 1-5) Suits my need ( ) Easy maintenance ( )Trust worthy ( ) fuel efficient ( ) Good for Indian roads ( )
5.
Who influenced in buying the car you own……? Your self ( ) Family ( ) Advertisement ( )
Friends (
6.
How do you feel on MARUTI quality and technology……? Very satisfied ( ) Satisfied ( ) Indifferent ( ) Dissatisfied ( )
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 ( )
Price of spare parts to your MARUTI……? High ( ) Reasonable ( )
Low ( )
9.
10. Convenient of service network……? Very convenient ( ) Moderate convenient ( ) 11. Main purpose of that you will use your car for……? Office ( ) Family ( ) Shopping ( ) 12. How long you will use this vehicle……? 1-2 Yrs ( ) 2-4 Yrs ( ) 8 Yrs & above ( )
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)
Inconvenient (
)
Long drives (
)
4-8 Yrs (
)
13. How do you feel when you drive yours MARUTI car……? More comfortable ( )Comfortable ( ) Less comfortable ( Uncomfortable ( )
)
14. How do you rate the over all performance of the car compared to others……? Excellent ( ) Good ( ) Average ( ) below average ( ) 15. Please rank the mileage of the car when compared to other cars……? Very good ( ) Good ( ) Average ( ) below average ( )
16. Do you get information about the free service offered by the company? from time to time………? Yes ( ) No ( ) 17. How do you feel on VARUN MOTORS dealership facility……? Outstanding ( ) Acceptable ( ) Unacceptable ( ) 18. Is vehicle delivered on time……? Yes ( )
Average (
)
No ( )
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 .................................................................................................................................... .................................................................................................................................... ........................................................................... 83
BIBLIOGRAPHY 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
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4. Www. Wikipedia.com MAGAZINES Business Today: Customer value, satisfaction, loyalty and switching costs:
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