Summer Internship Project Report ON “A STUDY ON CUSTOMER SATISFACTION FROM MARUTI SUZUKI VEHICLE AND IT’S DEALER”
Submitted In Partial Fulfillment Of the Requirement Of Bachelor of Business Administration
Training Supervisor
Submitted By
AMIT SAHOO
SUDHIR KUMAR YADAV
Designation: SALES TEAM LEADER
04350501715 (2015-18)
Submitted To: Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi (Affiliated to Guru Gobind Singh Indraprastha University) 1
CERTIFICATE
This is to certify that the project work done on “A STUDY ON CUSTOMER
SATISFACTION FROM MARUTI SUZUKI VEHICLE AND IT’S DEALER” Submitted to Guru Gobind Singh Indraprastha University,Delhi by SUDHIR KUMAR YADAV in partial fulfillment of the requirement for the award of degree of Bachelor of Business Administration, is a bonafide work carried out by him under my th supervision and guidance. The work was carried during 15 sept 2017 to 22th Oct,
2017 in Rana Motors.
During the training period his behavior & performance was satisfactory. Date:
Name of the guide AMIT SAHOO
2
ACKNOWLEDGEMENT
I would like to take an opportunity to thank all the people who helped me in collecting necessary information and making of the report. I am grateful to all of them for their time, energy and wisdom. First of all, I would like to send my sincere thanks to Mr. Jayant Sanyal for his helpful hand in the completion of my project. Getting a project ready requires the work and effort of many people. I would like all those who have contributed in completing this project.
SUDHIR KUMAR YADAV BBA (FINAL YEAR)
3
DECLARATION
I hereby declare that this Project Report titled “A STUDY ON CUSTOMER
SATISFACTION FROM MARUTI SUZUKI VEHICLE AND IT’S DEALER” submitted by me to Banarsidas Chandiwala Institute of Professional Studies, th Dwarka is a bonafide work undertaken during the period from 15 Sept 2017 to
22th oct 2017 by me and has not been submitted to any other University or Institution for the award of any degree diploma / certificate or published any time before.
(Signature of the Student)
Date: /
Name: SUDHIR KUMAR YADAV Enroll. No.: 04350501715
4
/ 2017
BONAFIDE CERTIFICATE
This is to certify that as per best of my belief the project entitled “A STUDY
ON CUSTOMER SATISFACTION FROM MARUTI SUZUKI VEHICLE AND IT’S DEALER” is the bonafide research work carried out by SUDHIR KUMAR YADAV student of BBA, BCIPS, Dwarka,New Delhi during SeptOct 2017, in partial fulfillment of the requirements for the Summer Training Project of the Degree of Bachelor of Business Administration. He has worked under my guidance.
-------------------Name - Mr. Jayant Sanyal
Project Guide (Internal)
Date:
Counter signed by ------------Name - Dr. Davinder Sharma
5
Director /HOD
Date:
TABLE OF CONTENTS S.NO.
CHAPTERS
Executive Summary
PAGE. NO. 8
CHAPTER – 1: INTRODUCTION & RATIONALE FOR THE STUDY
10-16
1.1
Introduction of Maruti Suzuki
10
1.2
Evolution of Maruti Suzuki
11
1.3
Top players
15
1.4
Competitors
16
CHAPTER – 2: OBJECTIVES, SCOPE & LIMITATIONS OF THE STUDY
17-18
2.1
Objective of the Study
17
2.2
Scope of the study
18
2.3
Limitations of the study
18
CHAPTER 3: – PROFILE OF THE COMPANY
19-25
3.1
Introduction of Maruti Suzuki
19
3.2
Maruti’s Vision
21
3.3
Maruti’s Core Values
21
3.4
Maruti’s Mission
21
6
3.5
Maruti’s objective
22
3.6
Steps To Be Followed After Receiving Customer Complaints
23
3.7
Product & Services
25
Chapter –4: Theoretical Perspective / Literature Review
30-39
4.1
Introduction Of Customer Satisfaction
30
4.2
Purpose
31
4.3
Three C’s Of Customer Satisfaction
32
4.4
Customer Satisfaction In 7 Steps
35
4.5
Advantages Of Customer Satisfaction Surveys
38
4.6
Dis-Advantages Of Customer Satisfaction Surveys
39
CHAPTER5:– RESEARCH METHODOLOGY
40-44
5.1
Introduction Of Research Methodology
40
5.2
Title Of The Study
41
5.3
Introduction Of The Research Design
41
5.4
Sampling
43
5.5
Sample Size
44
CHAPTER –6: DATA ANALYSIS AND INTERPRETATIONS 6.1
Data Analysis & Interpretations
45-56 45
CHAPTER7: – FINDINGS AND CONCLUSIONS
57-58
7.1
Findings
57
7.2
Conclusions
58 BIBLIOGRAPHY AND REFERENCES
Bibliography & References ANNEXURE
Questionnaire
7
EXECUTIVE SUMMARY
The project titled “A STUDY ON CUSTOMER SATISFACTION” IN RANA MOTORS AUTO COMPANY .
It was in 1970 that Sanjay Gandhi envisioned the manufacture of MARUTI which is known popularly as the people’s car it is MARUTI which is known to give wheels to the nation. The first car of MARUTI was rolled out on Dec. 14, 1983 after s collaboration with Suzuki motors. Satisfaction is a person’s feeling of pleasure or disappointment resulting from a comparing
perceived performance in relation to his or her expectation. If the performance falls short of expectation, the consumer is dissatisfied. If the performance matches the expectations, he consumer is satisfied. If the performance exceeds expectation, the customer is highly satisfied or delighted. In today’s competitive scenario firms consistently tries to satisfy his existing customer to get more customers in every regards. To meet the desired expectation of customers companies has to look around all aspects of products services and of course market condition, otherwise they may be out of the race. Automobile industry has the same co competitiveness and every firm in the industry is consistently working for
enhancing
their
product
and
services. The study widely concentrates on the level of satisfaction amongst customers for which I did Exploratory Research to check the satisfaction level amongst the customers of MARUTI as the popular punchline also says “Count On Us.”
8
Customer satisfaction is a marketing term that measures how products or services supplied
by a company meet or surpass a customer's expectation. Customer satisfaction is important because it provides marketers and business owners with a metric that they can use to manage and improve their businesses.
"Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers' expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability.... These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective."
9
CHAPTER 1:Introduction & Rationale Of The Study. 1.1
Introduction to Maruti Suzuki
MARUTI Suzuki India Limited , formerly known as MARUTI UDYOG Limited, is an
automobile manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle manufacturer Suzuki Motor Corporation. As of January 2016, it had a market share of 47% of the Indian passenger car market. MARUTI Suzuki manufactures and sells popular cars such as the Ertiga, Alto, Swift, Zen, Celerio, Swift-DZire,SX4 and Omni. The company is headquartered at New Delhi. In February 2012, the company sold its ten millionth vehicles in India. It is a type of public company is deal in Automotive, earlier their name was MARUTI UDYOG Limited. It was founded in 1981, its headquarters in New Delhi, India. Their key people R.C. Bhargava (chairman), Kenichi Ayukawa (Managing Director & CEO). Their product line is in automobiles. Net income Rs.4, 630.90 crore (US$690 million) (2016) Number of employees working in the organization are 12,900 (2015), their parent company name is Suzuki Motor Corporation.The slogan of MARUTI Suzuki is “WAY OF LIFE”. The automotive industry is at the center of India’s new global dynamic. The domestic market
expanding rapidly as incomes rise and consumer credit becomes more widely available. Manufacturer’s product lines are being continually expanded, as is the local automotive manufacturing base. Expectation are high that India can develop as a global hub for vehicle manufacturers and as an outsourcing center that offers the global automotive industry solution high up the automotive value chain.
10
1.2
EVOLUTION OF MARUTI SUZUKI
HISTORY MARUTI UDYOG Limited was established in February 1981, though the actual production commenced only in 1983. It started with the MARUTI 800, based on the Suzuki Alto kei car which at the time was the only modern car available in India. Its only competitors were the Hindustan Ambassador and Premier PADMINI. Originally, 74% of the company was owned by the Indian government, and 26% by Suzuki of Japan. As of May 2007, the government of India sold its complete share to Indian financial institutions and no longer has any stake in MARUTI UDYOG.
In 1970, Sanjay Gandhi the son of Indira Gandhi envisioned the manufacture of an indigenous, cost effective, low maintenance compact car for the Indian middle class. Indira Gandhi’s cabinet passed a unanimous resolution for the development and production of a people’s car. Sanjay Gandhi’s company was christened MARUTI limited. The name of
the car was chosen after a Hindu deity named MARUTI Ltd. That time Hindustan Motors’ Ambassador was the chief car and the company had come out with a new entrant the premier PADMINI that worked slowly gaining a part of the market share dominated by the ambassador.
For the next ten years the Indian car market had stagnated at a volume of 30,000 to 40,000 cars for the decade ending 1983. Sanjay Gandhi was awarded the exclusive contract and license to design, develop and manufacture the “People’s Car.”
These exclusive rights of production generated some criticism in certain quarters, which was directly targeted at Indira Gandhi. Over the next few years the company was side lined to Bangladesh liberation war and emergency. In the early days under the powerful patronage of Sanjay Gandhi the company was provided with free land, tax breaks and funds. Till the end of 1970 the company had not started the production and a prototype test model was welcomed with criticism and scepticism. 11
The company went into liquidation IN 1977. The media perceived it to be another area of growing corruption. Unfortunately MARUTI’s started to fly only after the death of Sanjay Gandhi, when Suzuki motors joined the government of India as a joint venture partnered with 50% share. After his death Indira Gandhi decided that the project should not be allowed to die. MARUTI’s entered into this collaboration with Suzuki motors. The collaboration heralded a
revolution in the Indian car industry by producing the MARUTI- 800. It created a record of taking 13 months time to go from design to rolling out cars from a production line. The production of Maruti-800 in 1983 marked the beginning of a revolution in the Indian automobile industry. It brought in the latest technology of that time more fuel efficiency and lower prices that led to the creation of a huge market for all car segments as the Indian, middle class grew in size. This in turn brought in more players in this segment. A number of auxiliary car parts making units were set up as more car manufacturers realized it was more cost effective to make their car parts in India rather than importing them. MARUTI’s major influence was in helping the component industry in the country because of its emphasis on localization and indigenization. As in the beginning that sector hadn’t grown much MARUTI’s had to start dozens of joint ventures with Indian entrepreneurs. It got them
from foreign collaborations that led to collaborations for other manufacturers so that over a
period of time the whole component industry was able to upgrade itself and improve its quality who had given their income leading to major existing export potential vehicle components. It also brought in better methods of financing that allowed more people who given their income levels could not afford to buy a car on their own, to buy cars. It still remains the leader not only in the terms of market share but also in customer satisfaction surveys. It has consistently topped J.D. power quality surveys, including 2005. By the year 1993 the company had sold 1, 96,820 cars. By March 1994 it produced 1 million vehicles becoming the first Indian company to cross the 2 million mark in October, 1997 and rolled out 4 millionth vehicles as Alto-LX .Then it introduced Wagon-R followed by Swift. 12
Swift has been a great success in the market .In 2007 MARUTI came up with SX4 and GRAND VITARA.
PRODUCTION MILESTONES
1st vehicle produced, December 1983
1,00,000 vehicles produced by August, 1986
5,00,000 vehicles produced by June, 1990
1st vehicle produced, December 1983
1,00,000 vehicles produced by August, 1986
5,00,000 vehicles produced by June, 1990
10,00,000 vehicles produced by March, 1994
15,00,000 vehicles produced by April, 1996
20,00,000 vehicles produced by October, 1997
25,00,000 vehicles produced by March, 1999
30,00,000 vehicles produced by June, 2000
35,00,000 vehicles produced by December 2001
40,00,000 vehicles produced by April, 2003
45,00,000 vehicles produced by April, 2004
13
CURRENT SCENARIO Being present in India for over three decades, the country is now the second most important market for the parent company. Over the next three years, SUZUKI is planning to launch 16 new vehicles in Japan; India will see 14 new vehicles from the Suzuki stable while Europe and China will see only seven each. MARUTI SUZUKI was expected to play an important role in the company's expansion plan in West Asia and Africa. But this was before the present deal,was,announced.
There were expectations earlier that the parent company would increase its stake in MARUTI SUZUKI from the existing levels of around 56 per cent. But with the setting up of a 100 per cent subsidiary for manufacturing, it is unlikely that SUZUKI would be keen in increasing its stake. This is a negative for those who were trading the stock for such an eventuality. As a business decision it boils down to the return the parent company will get by investing in a
green
field
project
as
compared
to
increasing
its
stake
in
the
listed
entity. MARUTI SUZUKI currently trades near its all-time high level and is giving a dividend yield of less than 0.5 per cent. For SUZUKI capital appreciation is not a choice as it will not be selling or reducing its stake. Thus investment in the listed entity is barely giving any returns to the parent at current valuations. The only other choice is to create a parallel manufacturing-set-up. MARUTI Suzuki's Chairman RC Bhargava argues than the green field project is beneficial for the company as it would not have to sacrifice returns during the gestation period of five years. According to him, return on capital from the Gujarat car unit will be around 17 per cent, which is what the company is enjoying at present. The Gujarat plant would need a capital expenditure of around Rs3,000 crore, which MARUTI SUZUKI could have easily managed given its Rs7,500 crore cash level. According to Bhargava, MARUTI will be free to use the Rs3,000 crore to expand its marketing set-up. But the company has invested close to Rs5,300 crore in mutual funds, which no one is stopping it to invest in marketing. Also, the long term steady return of 17 per cent that MARUTI could have received if it would have set up the project is any day better than the uncertain returns on its mutual funds investment, even if we take the gestation period into account. 14
FUTURE OF MARUTI SUZUKI
In coming years, Indian automobile industry has automobile has tremendous potential to grow influenced by many demand drivers. US based consultancy, keystone predicts that India will become world’s third largest automobile market by 2030. Overall size expected to exceed 20 million with compounded annual growth rate of over 12%.
1.3 TOP PLAYERS top three manufacturers
1. MARUTI Suzuki 2.
Tate motors
3. Hyundai
Others
1. MARUTI Suzuki 2. Fiat 3. General motors (Opel, Chevrolet) 4. Ford Hindustan motors, 5. Mitsubishi 6. Honda 7. Hyundai 8. Baja tempo 9. Marinara 10. Maine elect. 11. Mercedes Benz 12. Nissan 13. San engineering 14. Soda 15. Toyota
15
1.4 Competitors
MARUTI Ciaz
Honda City
Hyundai Verna
V W Vento
Audi
Bentley
BMW
Chevrolet
Daewoo
Fiat
Ford
Hindustan motors
Honda Hyundai ICML Lamborghini Mahindra Mahindra-Renault Maini MARUTI- Suzuki Maybach Mercedes Benz Mitsubishi Nissan
Opel Porsche Premier Rolls-Royce San Skoda Tata Toyota Volkswogen Volvo 16
CHAPTER 2:- Objective, Scope & Limitation Of The Study 2.1 objective of the study :
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.
17
2.2 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 only to Pitampura and that to among 60 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, I.e., pitampura so it could not give whole picture .
2.3 limitation of the study
Geographical area The RANA MOTORS AUTO COMPANY located in Pitampura ,so very far away from the South Delhi people, so people lived in here very rare knew about this company.
Respondents We only took survey from 60 people that is limited, upon that data is made then analyse & interpretation, assumption This survey is restricted only to MARUTI Suzuki company, not on any where else.
18
CHAPTER 3:-Profile of The Company RANA AUTO COMPANY DEALERSHIP OF MARUTI SUZUKI 3.1 INTRODUCTION
It is a type of franchise which deals in automobile industry, it is a kind of dealership which deals only in MARUTI SUZUKI. MARUTI Suzuki India Limited , formerly known as MARUTI UDYOG Limited, is an
automobile manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle manufacturer Suzuki Motor Corporation. As of January 2016, it had a market share of 47% of the Indian passenger car market. MARUTI Suzuki manufactures and sells popular cars such as the Ertiga, Alto, Swift, Zen, Celerio, Swift-DZire,SX4 and Omni.
The company is headquartered at New Delhi. In February 2012, the company sold its ten millionth vehicles in India. It is a type of public company is deal in Automotive, earlier their name was MARUTI UDYOG Limited. It was founded in 1981, its headquarters in New Delhi, India. Their key people R.C. Bhargava (chairman), Kenichi Ayukawa (Managing Director & CEO). Their product line is in automobiles. Net income Rs.4, 630.90 crore (US$690 million)(2016) 19
Number of employees working in the organization are 12,900 (2015), their parent company name is Suzuki Motor Corporation. The slogan of MARUTI Suzuki is “WAY OF LIFE”. The automotive industry is at the centre of India’s new global dynamic. The domestic market
expanding rapidly as incomes rise and consumer credit becomes more widely available. Manufacturer’s product lines are being continually expanded, as is the local automotive
manufacturing base. Expectation are high that India can develop as a global hub for vehicle manufacturers and as an outsourcing centre that offers the global automotive industry solution high up the automotive value chain. MARUTI UDYOG Limited was established in February 1981, though the actual production commenced only in 1983. It started with the MARUTI 800, based on the Suzuki Alto kei car which at the time was the only modern car available in India. Its only competitors were the Hindustan Ambassador and PREMIER PADMINI. Originally, 74% of the company was owned by the Indian government, and 26% by Suzuki of Japan. As of May 2007, the government of India sold its complete share to Indian financial institutions and no longer has any stake in MARUTI UDYOG. In 1970, a private limited company named Surya Ram MARUTI technical services private limited (MTSPL) was launched on November 16, 1970. The stated purpose of this company was to provide technical know-how for the design, manufacture and assembly of "a wholly indigenous motor car". In June 1971, a company called MARUTI Limited was incorporated under the Companies Act. MARUTI Limited went into liquidation in 1977. MARUTI UDYOG Ltd was incorporated through the efforts of Dr V. Krishnamurthy In 1982, a license & Joint Venture Agreement (JVA) was signed between MARUTI UDYOG Ltd. and Suzuki of Japan. At first, MARUTI Suzuki was mainly an importer of cars. In India's closed market, MARUTI received the right to import 40,000 fully built-up Suzuki s in the first two years, and even after that the early goal was to use only 33% indigenous parts. This upset the local manufacturers considerably. There were also some concerns that the Indian market was too small to absorb the comparatively large production planned by MARUTI Suzuki, with the government even considering adjusting the petrol tax and
20
lowering the excise duty in order to boost sales. Finally, in 1983, the MARUTI 800 was released. This 796 cc hatchback was based on theSS80 Suzuki Alto and was India’s first affordable car. Initial product plan was 40% saloons, and 60% MARUTI Van. Local production commenced in December 1983. In 1984, the MARUTI Van with the same threecylinder engine as the 800 was released and the installed capacity of the plant in Gurgaon reached 40,000 units.
In 1985, the Suzuki SJ410-based Gypsy, a 970 cc 4WD off-road vehicle, was launched. In 1986, the srcinal 800 was replaced by an all-new model of the 796 cc hatchback Suzuki Alto and the 100,000th vehicle was produced by the company. In 1987, the company started exporting to the West, when a lot of 500 cars were sent to Hungary. By 1988, the capacity of the Gurgaon plant was increased to 100,000 units per annum.
3.2 MARUTI SUZUKI’S VISION “The Leader in the Indian Automobile Industry, Creating Customer Delight and Shareholder’s Wealth; A Pride of India”.
3.3 MARUTI SUZUKI’S CORE VALUES:
Customer Obsession
Fast ,Flexible and First Mover
Innovation and Creativity
Networking and Partnership
Openness and Learning
3.4 Maruti Suzuki’s 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,
21
1838 service centres across 922 cities as on 01-03-2008. Service available in 41 cities across the country.
Maruti Quality System: 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.,
3.5 Maruti’s objective: 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.
22
3.6 Steps to be followed after receiving customer complaint: Firstly customer acre manager gives a control number to all complaints received and records the same in the customer complaints contr o l register.
Then customer acre manager gets in touch with the customer over the phone and expresses regret on the inconvenience faced by the customer
Immediate action is taken to ensure that th
e customer complaint
i s resolved and writes a letter of apology the customer care manag er along with the concerned DSE, Then,visits the customer, hands over the letter and takes satisfaction note from
the
customer Then he sends a
copy of the letter and
the satisfaction note to MARUTI
UDYOG Ltd. And also files a copy of the same in the customer complaints register/file. Then
the
CCM
discusses
the
customer
meetingwit h th e ge ne ra l ma na ge r on
complaints SS I wit
in
the
weekly
h th e en ti re s ho
w r o o m s t a f f . Necessary counter measures are taken to ensure that such complaints are not repeated in future. All sales staff
and managers review customer care activities on
weekly and monthly basis. The SSI review meet is conducted regularly.
According to Maruti “A customer is the most important visitor on our premises
He is not dependent on us , We are dependent on him , 23
daily,
He is not an interruption on our work, He is the purpose of it. He is not an outsider on our business,
He is part of it. We are not doing him a favor serving him, He is doing us a favor by giving us the Opportunity to do so ”
How you communicate Yourwords
7%
Yourvoice
35%
Yourbodylanguage
58%
Moments of truth Expectation---------------satisfaction---------------------reality If you get what you expected Expectation---------------dissatisfaction----------------reality If you get less than you expected Expectation---------------delight--------------------------reality If you get more than you expected When customers don’t complain they go somewhere else……….
Customers
don’t complain. They pass on their dissatisfaction to their
colleagues , family , greengrocer, suppliers , consultants, managers ,spo rts club, grandparents, neighbours, director, to you……
24
3.7 Product & Services Current models
MODEL
LAUNCHED
CATEGORY
Omni
1984
Minivan
Gypsy
1985
SUV
Wagon-R
1999
Hatchback
Swift
2005
Hatchback
25
Grand Vitara
2007
Mini SUV
DZire
2008
Sedan
Ritz
2009
Hatchback
Eeco
2009
Hatchback
Alto K10
2010
Hatchback
26
Ertiga
2012
Mini MPV
Alto 800
2012
Hatchback
Stingray
2013
Hatchback
Celerio
2014
Hatchback
Ciaz
2014
Sedan
27
Baleno
2015
Hatchback
S-Cross
2015
Mini SUV
Vitara Brezza
2016
Mini SUV
Discontinued models
MODEL
LAUNCHED DISCONTINUED CATEGORY
28
IMAGE
Gypsy E
1985
2000
SUV
1000
1990
2000
Sedan
Zen
1993
2006
Hatchback
Esteem
1994
2008
Sedan
Baleno
1999
2007
Sedan
Versa
2001
2010
Minivan
Grand Vitara XL7
2003
2007
Mini SUV
29
800
1983
2012
Hatchback
Alto
2000
2012
Hatchback
Zen Estilo
August 2009
2013
Hatchback
A-star
2008
2014
Hatchback
Maruti Suzuki SX4
2008
2014
Sedan
30
CHAPTER 4:-Theoretical Perspective/ Conceptual Framework CUSTOMER SATISFACTION 4.1 Introduction:Customer satisfaction is a marketing term that measures how products or services supplied
by a company meet or surpass a customer's expectation. Customer satisfaction is important because it provides marketers and business owners with a metric that they can use to manage and improve their businesses.
4.2 Various Definitions:The degree of satisfaction provided by the goods or services of a company as measured by the number of repeat customers.
Kotler (2000) defined satisfaction as: “a person’s feelings of pleasure or disappo intment
resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations”. According to Hansemark and Albinsson (2004), “satisfaction is an overall customer attitude
towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they receive, regarding the fulfilment of some need, goal or desire”.
Hoyer and MacInnis (2001) said that satisfaction can be associated with feelings of acceptance, happiness, relief, excitement, and delight. There are many factors that affect customer satisfaction. According to Hokanson (1995), these factors include friendly employees, courteous employees, knowledgeable employees, helpful employees, accuracy of billing, billing timeliness, competitive pricing, service quality, good value, billing clarity and quick service. 31
FACTORS THAT AFFECT
4.3 Purpose:-
"Customer
satisfaction
provides
a
leading
indicator
of
consumer
purchase
intentions and loyalty." "Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold:" 1. "Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company's goods and services." 2. "Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm’s customers
will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes." A BUSINESS IDEALLY IS CONTINUALLY SEEKING FEEDBACK TO IMPROVE CUSTOMER SATISFACTION
32
On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction."
4.4 The Three C’s Of Customer Satisfaction:
Consistency,
Consistency , Consistency:Bruce Springsteen once said. “It demands a consistency of “Sutaining an audience is hard,” thought, of purpose, and of action over a long period of time.” He was talking about his route to
music stardom, yet his words are just as applicable to the world of customer experience. Consistency may be one of the least inspirational topics for most managers. But it’s exceptionally
powerful, especially at a time when retail channels are proliferating and consumer choice and empowerment are increasing. Getting consistency right also requires the attention of top leadership. That’s because by using a variety of channels and triggering more and more interactions with companies as they seek to meet discrete needs, customers create clusters of interactions that make their individual interactions less important than their cumulative experience. This customer journey can span all elements of a company and include everything from buying a product to actually using it, having issues with a product that require resolution, or simply making the decision to use a service or product for the first time. It’s not enough to make customers happy with each individual interaction. Our most recent
customer-experience survey of some 27,000 American consumers across 14 different industries found that effective customer journeys are more important: measuring satisfaction on customer journeys is 30 percent more predictive of overall customer satisfaction than measuring happiness for each individual interaction. In addition, maximizing satisfaction with customer journeys has 33
the potential not only to increase customer satisfaction by 20 percent but also to lift revenue by up to 15 percent while lowering the cost of serving customers by as much as 20 percent. Our research identified three keys to consistency:
1. Customer-journey consistency
It’s well understood that companies must continually work to provide customers with superior
service, with each area of the business having clear policies, rules, and supporting mechanisms to ensure consistency during each interaction. However, few companies can deliver consistently across customer journeys, even in meeting basic needs. Simple math illustrates why this is so important in a world of increasingly multichannel, multi touch customer journeys. Assume a customer interacts six times with a pay-tv company, starting when he or she undertakes online research into providers and ending when the first bill is received 30 days after service is installed. Assuming a 95 percent satisfaction rate for each individual interaction—whether measuring responsiveness, the accuracy of information, or other factors — even this level of performance means that up to onein four customers will have a poor experience during the on-boarding journey. The fact is that consistency on the most common customer journeys is an important predictor of overall customer experience and loyalty. Banks, for example, saw an exceptionally strong correlation between consistency on key customer journeys and overall performance in customer experience. And when we sent an undercover-shopping team to visit 50 bank branches and contact 50 bank call centres, the analysis was confirmed: for lower-performing banks, the variability in experience was much higher among a typical bank’s branches than it was among different banks
themselves. Large banks typically faced the greatest challenge.
2. Emotional consistency
One of the most illuminating results of our survey was that positive customer-experience emotions—encompassed in a feeling of trust —were the biggest drivers of satisfaction and loyalty
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in a majority of industries surveyed. We also found that consistency is particularly important to forge a relationship of trust with customers: for example, customers trusted banks that were in the top quartile of delivering consistent customer journeys 30 percent more than banks in the bottom quartile. What is also striking is how valuable the consistency-driven emotional connection is for customer loyalty. For bank customers, “a brand I feel close to” and “a brand that I can trust” were the top
drivers for bank differentiation on customer experience. In a world where research suggests that fewer than 30 percent of customers trust most major financial brands, ensuring consistency on customer journeys to build trust is important for long-term growth.
3. Communication consistency
A company’s brand is driven by more than the combination of promises made and promises kept. What’s also critical is ensuring customers recognize the delivery of those promises, which requires proactively shaping communications and key messages that consistently highlight delivery as well
as themes. Southwest Airlines, for example, has built customer trust over a long period by consistently delivering on its promise as a no-frills, low-cost airline. Similarly, Progressive Insurance created an impression among customers that it offered lower rates than its competitors in the period from 1995 to 2005 and made sure to highlight when it delivered on that promise. Progressive also shaped how customers interpreted cost-reduction actions such as on-site resolution of auto claims by positioning and reinforcing these actions as part of a consistent brand promise that it was a responsive, technology-savvy company. In both cases, customer perceptions of the brands reinforced operational realities. Such brands generate a reservoir of goodwill and remain resilient on the basis of their consistency over time in fulfilling promises and their strong, ongoing marketing communications to reinforce those experiences. Becoming a company that delivers customer-journey excellence requires many things to be done well. But we’ve found that there are three priorities. First, take a journey-based approach . For
companies wanting to improve the customer experience as a means of increasing revenue and reducing costs, executing on customer journeys leads to the best outcomes.
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We found that a company’s performance on journeys is 35 percent more predictive of customer
satisfaction and 32 percent more predictive of customer churn than performance on individual touchpoints. Since a customer journey often touches different parts of the organization, companies need to rewire themselves to create teams that are responsible for the end-to-end customer journey across functions. While we know there are an infinite number of journeys, there are generally three to five that matter most to the customer and the business —start your improvements there. To track progress, effectiveness, and predict opportunities, you may need to retool both metrics and analytics to report on journeys, not just touchpoint insights. Second, fix areas where negative experiences are common . Because a single negative experience has four to five times greater relative impact than a positive one, companies should focus on reducing poor customer experiences, especially in those areas in which customers come into contact with the organization most often. For instance, training frontline service representatives to identify and address specific customer issues through role playing and script guidelines will go a long way toward engendering deeper customer trust. Finally, do it now. Our research indicates that since 2009, customers are valuing an “average” experience less and have even less patience for variability in delivery. In addition, companies that experience inconsistency challenges often expend unnecessary resources without actually improving the customer journey. Making additional investments to improve the customer experience without tightening the consistency of experience is just throwing good money after bad.
4.5
Customer Satisfaction in 7 Steps
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a customer. If you’re
not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It’s important to meet your customers face to face at least
once or even twice during the course of a project.
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My experience has shown that a client finds it easier to relate to and work with someone they’ve actually met in person, rather than a voice on the phone or someone typing into an
email or messenger program. When you do meet them, be calm, confident and above all, take time to ask them what they need. I believe that if a potential client spends over half the meeting doing the talking, you’re well on your way to a sale.
2. Respond to MessagesPromptly & KeepYour Clients Informed
This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers’ queries
within the space of a few hours, but at least email or call them back and let them know you’ve received their message and you’ll contact them about it as soon as possible. Even if you’re not able to solve a problem right away, let the customer know you’re working on it.
A good example of this is my web host. They’ve had some trouble with server hardware
which has caused a fair bit of downtime lately. At every step along the way I was emailed and told exactly what was going on, why things were going wrong, and how long it would be before they were working again. They also apologised repeatedly, which was nice. Now if they server had just gone down with no explanation I think I’d have been pretty annoyed and may have moved my business elsewhere. But because they took time to keep me informed, it didn’t seem so bad, and I at least knew they were doing something about the problems. That
to me is a prime example of customer service.
3. Be Friendly and Approachable
A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It’s very important to be friendly, courteous and to make your clients feel like you’re
their friend and you’re there to help them out.
There will be times when you want to beat your clients over the head repeatedly with a blunt object – it happens to all of us. It’s vital that you keep a clear head, respond to your clients’ wishes as best you can, and at all times remain polite and courteous. 37
4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you’re just starting out, but a clearly defined customer
service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesn’t work, then what? Should they contact different people for billing and technical enquiries? If they’re not satisfied with any
aspect of your customer service, who should they tell?
There’s nothing more annoying for a client than being passed from person to person, or not
knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site — and anywhere else it may be useful.
5. Attention to Detail (also known as “The Little Niceties”
Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalised sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and aren’t always cost effective, but remember to do them.Even if it’s as small as sending a Happy Holidays
email to all your customers, it’s something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued.
6. Anticipate Your Client’s Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship.Take this as an example: you’re working on the front -end for your client’s exci ting new ecommerce
endeavour. You have all the images, srcinals and files backed up on your desktop computer and the site is going really well. During a meeting with your client he/she happens to mention a hard-copy brochure their internal marketing people are developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution versions of all the images you’ve used on the site. A note accompanies it which reads: 38
“Hi, you mentioned a hard -copy brochure you were working on and I wanted to provide you
with large-scale copies of the graphics I’ve used on the site. Hopefully you’ll be able to make use of some in your brochure.”
Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will send several referrals your way.
7. Honour Your Promises
It’s possible this is the most important point in this article. The simple message: when you
promise something, deliver. The most common example here is project delivery dates.
Clients don’t like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and
Sub-contractors don’t always deliver on time. In this case a quick apology and assurance it’ll be ready ASAP wouldn’t go amiss.
4.6
Advantages Of Customer Satisfaction Surveys:-
Up-to-date feedback: Gather current customer feedback on various aspects of your company. You can stay on top of customer trends through regularly scheduled online surveys or email surveys, and receive instant customer feedback. It is always useful to acquire insight into how your customers are currently reacting to all aspects of your business.
Benchmark results: You can administer the same survey every so often to customers to gain continued insight into your customers. Surveys can have the same
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questions, which will allow you to compare data over time and benchmark survey data across previous years to determine if any changes need to be made.
Show that you care: Customers like to be asked for their feedback. It gives the
customer the perception that your company values them; is committed to keeping them as a long-term customer; and bases business decisions on their feedback.
4.7
Disadvantages Of Customer Satisfaction Surveys:-
Too many surveys, so little time:Your customers are bombarded with online surveys. Surveys may be simple to complete, however, some people simply don’t like to
complete them. Sending surveys too often can irritate customers and lead to customer burnout. Customer burnout can result in low response rates or result in lower satisfaction scores, despite your reputation for providing excellent products or services.
Privacy Issues: We live in a high-tech environment filled with daily doses of unwanted junk email, email solicitations, and sales calls. When taking an online survey or a phone survey (or any type of survey), it is hard for your customers to believe that they aren’t
being tracked. Because of insecurities of releasing private information, customers today are hesitant in giving out information that may lead to more junk email and unwanted calls. Make certain to assure customers that the information they provide in response to your customer satisfaction surveys will not be used. Without this disclaimer, it may be difficult to receive a good response rate.
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CHAPTER 5:-RESEARCH METHODOLOGY 5.1 Introduction Of Research Methodology :-
Research Methodology is a way to find out the result of a given problem on a specific
matter or problem that is also referred as research problem. In Methodology, researcher uses different criteria for solving/searching the given research problem. Different sources use different type of methods for solving the problem.
The process used to collect information and data for the purpose of making business decisions. The methodology may include publication research, interviews, surveys and other research techniques, and could include both present and historical information.
Methodology is the systematic, theoretical analysis of the methods applied to a field of study.
It comprises the theoretical analysis of the body of methods and principles associated with a branch of knowledge.
Typically, it encompasses concepts such as philosophical or theoretical frameworks, theoretical model, phases and quantitative or qualitative techniques.
A methodology does not set out to provide solutions - it is, therefore, not the same as a method. Instead, a methodology offers the theoretical underpinning for understanding which method, set of methods, or best practices can be applied to specific case, for example, to calculate a specific result. It has been defined also as follows:
1. "The analysis of the principles of methods, rules, and postulates employed by a discipline";
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2.
"The systematic study of methods that are, can be, or have been applied within a discipline";
3.
"The study or description of methods". In Research Methodology, researcher always tries to search the given question systematically in our own way and find out all the answers till conclusion. If research does not work systematically on problem, there would be less possibility to find out the final result. For finding or exploring research questions, a researcher faces lot of problems that can be effectively resolved with using correct research methodology.
5.2 TITLE OF THE STUDY “A STUDY ON CUSTOMER SATISFACTION FROM MARUTI SUZUKI VEHICLE AND IT’S DEALER”
5.3 Introduction of Research Design The research design refers to the overall strategy that you choose to integrate the different components of the study in a coherent and logical way, thereby, ensuring you will effectively address the research problem; it constitutes the blueprint for the collection, measurement, and analysis of data. A research design is the plan of a research study. The design of a study defines the study type (descriptive, correlational, semi-experimental, experimental, review, meta-analytic) and sub-type(e.g.,descriptive-longitudinal case study), research question, hypotheses, independent and dependent variables, experimental design, and, if applicable, data collection methods and a statistical analysis plan. Research design is the framework that has been created to seek answers to research questions.
The research design shows that the researcher is able to tackle the research problem in a coherent and explicit way.
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5.3.1 DESIGN TYPES & SUB TYPES There are many ways to classify research designs, but sometimes the distinction is artificial and other times different designs are combined. Nonetheless, the list below offers a number of useful distinctions between possible research designs.
Descriptive (e.g., case-study, naturalistic observation, survey)
Correlational (e.g., case-control study, observational study)
Semi-experimental (e.g., field experiment, quasi-experiment)
Experimental (experiment with random assignment)
Review (literature review, systematic review)
Meta-analytic (meta-analysis)
Other research types include action, causal, exploratory, historical, mixed-method and philosophical research. Sometimes a distinction is made between "fixed" and "flexible" designs. In some cases these types coincide with quantitative and qualitative research designs respectively, though this need not be the case. In fixed designs, the design of the study is fixed before the main stage of data collection takes place. Fixed designs are normally theory driven; otherwise it is impossible to know in advance which variables need to be controlled and measured. Often, these variables are measured quantitatively. Flexible designs allow for more freedom during the data collection process. One reason for using a flexible research design can be that the variable of interest is not quantitatively measurable, such as culture. In other cases, theory might not be available before one starts the research.
5.3.2 Type of data collected There are two types of data used. They are primary and secondary data. Primary data--Primaryresearch involves the collection of original primary data by
researchers. It is often undertaken after researchers have gained some insight into an issue by reviewing secondary research or by analysing previously collected primary data. Secondary data--Secondary datarefers to data that was collected by someone other than
the user. Common sources of secondary datafor social science include censuses,
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information collected by government departments, organisational records and data that was srcinally collected for other research purposes.
5.3.3 Research Method “Descriptive research” is a study designed to depict the participants in an accurate way.
More simply put, descriptive research is all about describing people who take part in the study. There are three ways a researcher can go about doing a descriptive research project, and they are:
Observational, defined as a method of viewing and recording the participants
Case study, defined as an in-depth study of an individual or group of individuals
Survey, defined as a brief interview or discussion with an individual about a specific
topic Observational
Observational studies are all about watching people, and they come in two flavours. Naturalistic, also known as field observation is a study where a researcher observes the
subject in its natural environment. Survey
A survey comes in different flavours, be it interviewing people face to face or handing out questionnaires to fill out. The main difference between surveys and observations is that in a survey, you don’t watch people; you ask them about themselves.
5.4 SAMPLING Sampling is a process used in statistical analysis in which a predetermined number of observations are taken from a larger population. The methodology used to sample from a larger population depends on the type of analysis being performed, but may include simple random sampling or systematic sampling.
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5.5 Sample Size The sample size for the survey conducted was 60 Respondents.
PLAN OF ANALYSIS Tally marks and tables were used for the analysis of the collected data. The data is also neatly presented with the help of statistical tools such as excel, graphs and pie charts. Percentages and averages have also been used to represent data clearly and effectively.
CHAPTER 6:- DATA ANALYSIS AND INTERPRETATIONS (using various charts and graphs ) TABLE NO. 1:-
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WHICH MODEL MARUTI CAR DO YOU OWN …….?
CAR MODELS
RESPONDENTS
PERCENTAGE
ALTO K 10
1
2%
OMNI
1
2%
ALTO 800
2
3%
CELERIO
1
2%
WAGON-R
6
10%
SWIFT
10
16%
SWIFT DESIRE
4
7%
A-STAR
1
2%
SX – 4
1
2%
RITZ
3
5%
ERTIGA
3 2
5% 3%
STINGRAY
1 4
2% 7%
BREZZA
9
15%
GYPSY
4
7%
S-CROSS BALENO
CIAZ
7
10%
TOTAL
60
100%
Interpretation:From the above chart , we find that mainly customer feel that10% wagon-r & ciaz they own, 15% brezza they own, highest from the above chart is 16% swift they own. Remaining customer feel that 2%, 3%, 5%,7% they own the maruti car. Therefore , it is clear that 16% of the customer feel that they own the model of maruti swift mainly, on the other hand 15% which is 1% less customer feel that they own the breeza which is new model launched by maruti as well.
TABLE NO. 2 HOW DID YOU COME TO KNOW ABOUT MARUTI CAR……? 46
MODES
RESPONDENTS
NEWSPAPERS MAGAZINES
PERCENTAGE
19 6
31% 10%
TV ADS
16
27%
FRIENDS/RELATIVES
16
27%
ANY OTHER
3
TOTAL
60
5% 100%
INTERPRETATION:-
From the above chart, we find that 31% of the customer known by newspaper, 10% of the customer known by magazines, 27% of the customer known by TV ads, 27% of the customer known by friends/relatives & 5% of the customer known by any other sources. Therefore, it is clear that 31% of the customer come to know about maruti car by newspaper only this means that customer has the habit of reading daily to stay up to date with the automobile industry as well.
TABLE NO. 3:WHAT ATTRACTED /PROMPTED YOU TO BUY MARUTI AMONG ALL OTHER BRANDS…..?
TRAITS
RESPONDENTS
PERCENTAGE
BRAND IMAGE SERVICE NETWORK
14 17
23% 28%
PRICE
19
32%
MILEAGE
10
17%
TOTAL
60
100%
Interpretation:From the above chart , we find that23% of the customer attracted by brand image,28% of the customer attracted by service network, 32% of the customer attracted by price & 17% of the customer atracted by mileage.
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Therefore, it is clear that 32% of the customer attracted by price this means price of the maruti car is reasonable , it is in the budget of the customer i.e., affordable.
Table no. 4;WHAT ARE THE FEATURES ATTRACTED YOU TO BUY THE CAR YOU OWNING…..?
TRAITS
RESPONDENTS
PERCENTAGE
SUITS MY NEED
11
18%
EASY MAINTENANCE
12
20%
TRUST WORTHY
6
10%
FUEL EFFICIENT
7
12%
GOODS FOR INDIAN ROADS
7
12%
ALL THE ABOVE
17
28%
TOTAL
60
100%
Interpretation:From the above chart , we find that 18% of the customer attracted towards suits my needs, 20% of the customer attracted towards easy maintenance,10% of the customer attracted towards trust worthy, 12% of the customer attracted towards fuel efficient & goods for indian roads, 28% of the customer attracted towards all the above. Therefore , it is clear that 28 % of the customer attracted towards the features of maruti all the above as well that means maruti has all the traits which customer supposed to want while purchasing any kind of vehicle.
Table No.5:WHO INFLUENCED IN BUYING THE CAR YOU OWN…….?
INFLUENCOR
RESPONDENTS
YOURSELF
29
48
PERCENTAGE
48%
FAMILY
18
30%
FRIENDS
10
17%
ADVERTISEMENT
3
5%
TOTAL
60
100%
Interpretation :From the above the chart , we find that 48% of the customer are influenced for buying by yourself, 30% of the customer are influenced for buying by family, 17% of the customer are influenced for buying by friends , 5% of the customer are influenced for buying by advertisement. Therefore, it is clear that ,48% of the customer are influenced for buying by yourself this means customer are not dependent on other’s decision take their decision on its own without any permission of others.
TABLE NO 6:HOW DO YOU FE EL ON MARUTI QUALITY AND TECHNOLOGY…..?
MOODS
RESPONDENTS
PERCENTAGE
VERY SATISFIED
28
47%
SATISFIED
30
50%
INDIFFERENT
2
3%
DIS-SATISFIED
0
TOTAL
60
0% 100%
Interpretation:From the above chart, we find that 47% of the customer feel that they are very satisfied by maruti quality & technology, 50% of the customer feel that they are satisfied by maruti quality & technology, 3% of the customer feel that they are indifferent by maruti quality & technology, 0% of the customer feel that they are dis-satisfied by maruti quality & technology. Therefore, it is clear that 50% of the customer feel that they are satisfied by maruti quality & technology that means maruti quality & technology is up to date , so more sales , wider choice are there, to kept in the market for Long duration.
TABLE NO. 7:49
HOW DO YOU FEEL ABOUT YOUR MARUTI IS LUXURY AND SPACIOUS……?
MOODS
RESPONDENTS
PERCENTAGE
VERY SATISFIED
26
43%
SATISFIED
30
50%
INDIFFERENT
4
7%
DIS-SATISFIED
0
0%
TOTAL
60
100%
Interpretation:From the above chart , we find that 43% of the customer feel thatthey are very satisfied by maruti is luxury & spacious, 50% of the customer feel that they are satisfied by maruti is luxury & spacious, 7% of the customer feel that they are indifferent by maruti is luxury & spacious, 0% of the customer feel that they are dis-satisfied by maruti is luxury & spacious. Therefore, it is clear that 50% of the customer feel that they are satisfied that maruti is luxury & spacious that means not only from outside maruti seems to be luxury but it raise their standard if living as well , actually maruti is luxury & spacious as well.
TABLE NO. 8:PRICE OF YOUR MARUTI VEHICLE…….?
RANGE
RESPONDENTS
HIGH
PERCENTAGE
3
5%
REASONABLE
40
67%
LOW
17
28%
TOTAL
60
100%
Interpretation:From the above chart ,we find that 5% of the customer feel that price of the maruti vehicle are high , 67% of the customer feel that price of the maruti vehicle are reasonable, 28% of the customer feel that price of the maruti vehicle are low.
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Therefore , it is clear that 67% of the customer feel that price of the maruti vehicles are resonable i.e., affordable , middlev level customer can also buy it without any kind of difficulty.
TABLE NO. 9:PRICE OF SPARE PARTS TO YOUR MAUTI………?
RANGE
RESPONDENTS
PERCENTAGE
HIGH
0
0%
REASONABLE
40
67%
LOW
20
33%
TOTAL
60
100%
Interpretation:From the above chart ,we find that 0% of the customer feel that price of the spare parts of Maruti is high , 67% of the customer feel that price of the spare parts of Maruti is reasonable , 33% of the customer feel that price of the spare parts of Maruti is low. Therefore, it is clear that 67% of the customer feel that not only the prices of vehicle are reasonable but as well as price of spare parts are also reasonable i.e., no difficulty in case of any wear and tear of assets.
TABLE NO. 10. CONVIENT OF SERVICE NETWORK…….? MODES
RESPONDENTS
PERCENTAGE
VERY CONVENIENT
40
67%
MODERATE CONVENIENT
20
33%
IN-CONVENIENT
0
0%
TOTAL
60
100%
Interpretation:From the above chart , we find that 67% of the customer feel that maruti service network is very convenient, 33% of the customer feel that maruti service network is moderate convenient, 0% of the customer feel that maruti service network is In-convenient.
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Therefore, it is clear that 67% of the customer feel that maruti service network is very convenient that means in case of any difficulty they easily sort out, understanding as well.
TABLE NO. 11:MAIN PURPOSE OF THAT YOU WILL USE YOUR CAR FOR…….?
PURPOSES
RESPONDENTS
PERCENTAGE
OFFICE
25
42%
FAMILY
32
53%
LONG DRIVES
2
3%
SHOPPING
1
2%
TOTAL
60
100%
Interpretation:From the above chart, we find that 42% of the customer buy the car for office, 53% of the customer buy the car for family,3% of the customer buy the car for long drives, 2% of the customer buy the car for shopping. Therefore, it is clear that 53% of the customer feel that their main purpose is to buy the car is for fulfilling the needs & wants of the family.
TABLE NO. 12:HOW LONG YOU WILL USE THIS VEHICLE…….?
AGE GROUPS
RESPONDENTS
PERCENTAGE
1-2 Yrs
18
30%
2-4 Yrs
30
50%
4-8 Yrs 8 Yrs & above
8 4
13% 7%
TOTAL
60
100%
Interpretation:From the above chart , we find that 30% of the customer will use their vehicle for 1-2 yrs. , 50% of the customer will use their vehicle for 2-4 yrs. , 13% of the customer will use their vehicle for 4-8 yrs. , 7% of the customer will use their vehicle for 8 yrs. – above.
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Therefore, it is clear that 50% of the customer will use their vehicle for 2-4 yrs. that means they are loyal towards as well as they are very eager to use how long it will be beneficial or helpful.
TABLE NO.13:HOW DO YOU FEEL WHEN YOU DRIVE YOURS MARUTI CAR……? MOODS
RESPONDENTS
PERCENTAGE
MORE COMFORTABLE
28
47%
COMFORTABLE
30
50%
LESS COMFORTABLE
2
3%
UNCOMFORTABLE
0
0%
TOTAL
60
100%
Interpretation:From the above the chart, we find that 47% of the customer feel that when they drive maruti cars they feel more comfortable, 50% of the customer feel that when they drive maruti cars they feel comfortable , 3% of the customer feel that when they drive maruti cars they feel less comfortable , 0% of the customer feel that when they drive maruti cars they feel more un-comfortable.Therefore, it is clear that 50% of the customer feel comfortable when they drive the car of maruti that means they all are like the cars of maruti which give them more soothing & relaxation.
TABLE NO. 14:HOW DO YOU RATE THE OVER ALL PERFORMANCE OF THE CAR COMPARED TO OTHERS……..? RATINGS
RESPONDENTS
PERCENTAGE
EXCELLENT
32
53%
GOOD
16
27%
AVERAGE BELOW AVERAGE
12 0
20% 0%
TOTAL
60
100%
Interpretation:From the above chart , we find that 53% of the customer feel excellent when they compared the overall performance the car with others, 27% of the customer feel good when they 53
compared the overall performance the car with others, 20% of the customer feel average when they compared the overall performance the car with others, 0% of the customer feel below average when they compared the overall performance the car with others. Therefore, it is clear that 53% of the customer feel excellent when they compared the overall performance of the car with others that means customer before using this car they also have an experience of other car too , so he/she can easily compare without any type of difficulty.
TABLE NO. 15:PLEASE RANK THE MILEAGE OF THE CAR WHEN COMPARED TO OTHERS CARS……? RANKINGS
RESPONDENTS
PERCENTAGE
VERY GOOD
37
62%
GOOD
20
33%
AVERAGE
3
5%
BLEOW AVERAGE
0
0%
TOTAL
60
100%
Interpretation:From the above chart , we find that 62% of the customer feel that their mileage is also very good as compare to other cars , 33% of the customer feel that their mileage is also good as compare to other cars , 5% of the customer feel that their mileage is also average as compare to other cars , 0% of the customer feel that their mileage is also below average as compare to other cars. Therefore, it is clear that 62% of the customer feel that their mileage is also very good as well as their features as well.
TABLE NO. 16:DO YOU GET INFORMATION ABOUT THE FREE SERVICE OFFERED BY THE COMPANY FROM TIME TO
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TIME……? OPTIONS
RESPONDENTS
PERCENTAGE
YES
50
83%
NO
10
17%
TOTAL
60
100%
Interpretations:From the above chart, we find that 83% of the customer feel that they will get the information about the free services offered by the company from time to time , 17% of the customer feel that they will not get the information about the free services offered by the company from time to time. Therefore, it is clear that 83% of the customer are fully aware about the services , schemes , discounts & many more services of the company, sometimes they also eager to know what’s
is prevailing in the company.
TABLE NO.17:HOW DO YOU FEEL ON RANAAUTO COMPANY DEALERSHIP FACILITY……..?
RATINGS
RESPONDENTS
PERCENTAGE
OUTSTANDING
20
33%
ACCEPTABLE
28
47%
AVERAGE
12
20%
UNACCEPTABLE
0
0%
TOTAL
60
100%
Interpretation:From the above chart, we find that 33% of the customer feels that RANA auto company dealership facility is outstanding, 47% of the customer feel that RANA auto company dealership facility is acceptable, 20% of the customer feel that RANA auto company dealership facility is average, 33% of the customer feel that RANA auto company dealership facility is unacceptable.
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Therefore, it is clear that 47% of the customer feels that RANA auto company dealership is acceptable because they provide timely services, handling queries, up –to- date technology; their way of working is brilliant.
TABLE NO.18:IS VEHICLE DELIVERED ON TIME………..?
OPTIONS
RESPONDENTS
PERCENTAGE
YES
57
95%
NO
3
5%
TOTAL
60
100%
Interpretation:From the above chart, we find that 95% of the customer feels that their vehicle is delivered on time, 5% of the customer feel that their vehicle is not delivered on time. Therefore, it is clear 95% of the customer feel that their vehicle is delivered on time i.e., whenever there is a problem in the vehicle can be delivered before time by the call we can take our vehicle from the centre.
TABLE NO.19:HOW IS THE PERFORMANCE OF THE EXECUTIVES AT THE DEALERSHIP…….?
RATINGS
RESPONDENTS
PERCENATGE
EXCELLENT
20
34%
GOOD
26
43%
O.K.
14
23%
POOR
0
0%
TOTAL
60
100%
Interpretation:-From the above chart , we find that 34% of the customer feel that the performance of the executives at the dealership is Excellent, 43% of the customer feel that the performance of the executives at the dealership is Good, 23% of the customer feel that the
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performance of the executives at the dealership is O.K., 0% of the customer feel that the performance of the executives at the dealership is Poor. Therefore , it is clear that 43% of the customer feel that the performance of that executive at the dealership is good that means they know each & Everything about customer queries , problem etc.
TABLE NO. 20:BASED ON YOUR OVERALL EXPERIENCE WILL YOU LIKE TO PURHASE OR REFER THIS BRAND/DEALER TO ANY OTHER PERSON……..?
OPTIONS
RESPONDENTS
PERCENTAGE
DEFINITELY
45
75%
MAY BE
15
25%
NEVER
0
0%
TOTAL
60
100%
Interpretation:From the above chart , we find that 75% of the customer feel that their overall experience will like to or refer this brand/dealer to any other person,25% of the customer feel that their overall experience will like to or refer this brand/dealer to any other person,0% of the customer feel that their overall experience will like to refer this brand/ dealer to any other person. Therefore , it is clear that 75% of the customer based upon his/her overall experience can also refer this brand/dealer to any person definitely, because they want others also use it & to take the benefit
Chapter 7:-
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Findings and Conclusions 7.1 Findings:By this project researcher found that maruti services , schemes , brand name , facilities , take care , prices , spare parts all the things are very brilliant for the customer as well as employees of the company. By this survey researcher also found that to meet the targets i.e., produce the cars as per customer desire & wants , so as to wider choice in the market. 16% of the customer feel that they own the maruti swift i.e., from among the other brands they mainly opt this model & next go for Breeza i.e., new model. 31% of the customer come to know about maruti car by newspaper 1.e., they also has a habit to know about automobile industry, what is prevailing in the environment. 32% of the customer attracted by price that means its price is easily affordable by middle level customer as well. 28% of the customer attracted towards their features that means this brand has all the traits which customer wants. 48% of the customer are buying this brand of car by yourself, that means he/she know what they want or not, not dependent on others. Prices of maruti are reasonable that can be easily affordable by everyone without much thinking for buying. 50% of the customer feels that maruti quality & technology are best among the other brands. 50% of the customer feels that maruti brand is luxury & spacious to raise their standard of living among the other brands of cars as well. 67% of the customer feels that not only price of vehicles as well spare parts are also reasonable easily affordable. 67% of the customer feels that maruti service network is very convenient. Researcher found that 53% of the customer’s main purpose to buy the car for their family’s needs & wants.
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Research found that 50% of the customer use this vehicle for 2-4 years only after that they want to switch off for other brands, also they saw how long it will work i.e., maruti reliable or not. 50% of the customer feels that comfortable while driving maruti car. 53% of the customer feels that as their performance is concern is best in comparison to others. 62% of the customer feel that their mileage is good that means petrol saving & reach at the destination in minimum time span. Research found that 43% of the customer feel that performance executives is also good , helpful , understanding etc. 47% of the customer feels that Rana auto company dealership is acceptable that can be easily accepted by everyone. 95 % of the of the customer view that their delivery is on time without any difficulty. By this project, researcher found that upon the overall experience 75% of the customer also refer this brand & dealership to others as well .
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7.2 Conclusion:
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 their vehicle to take their 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 Rana auto company performance is Outstanding. Rana Auto Company is delivering the vehicle on promised time.
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BIBLIOGRAPHY & REFERENCES BIBLIOGRAPHY https://www.google.co.in/?ion=1&espv=2#q=A+project+report+on+customer+satisfaction+o f+maruti+suzuki https://www.scribd.com/doc/16558383/Customer-Satisfaction-of-Maruti
https://www.scribd.com/doc/21555444/Project-on-Maruti-Suzuki
https://www.scribd.com/document/60760833/A-Project-Reportonmaruti-Suzuki
https://www.scribd.com/document/286290553/Maruti-Udyog-Limted-Study-of-MarketingStrategies-1
http://djay96.yolasite.com/resources/customer%20satisfaction%20toward%20maruti%20suzu ki.pdf
https://www.google.co.in/?ion=1&espv=2#q=A+project+report+on+customer+satisfaction+o f+maruti+suzuki
http://www.sify.com/finance/maruti-will-play-a-significant-role-in-future-suzuki-news-autojegrAKgafhbsi.html
https://www.cartrade.com/car-bike-news/maruti-suzuki-s-future-plans-include-segmentdiversification-121264.html
http://seminarprojects.com/s/future-scope-of-maruti-suzuki
http://www.marutisuzuki.com/company-at-a-glance.aspx
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https://www.google.co.in/search?q=future+scope+of+maruti+suzuki&espv=2&biw=712&bih =858&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjBz8KxPrOAhXGPI8KHf46DLAQ_AUIBygC&dpr=1
https://www.google.co.in/search?q=future+scope+of+maruti+suzuki&espv=2&biw=712&bih =858&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjBz8KxPrOAhXGPI8KHf46DLAQ_AUIBygC&dpr=1
https://en.wikipedia.org/wiki/Maruti_Suzuki
REFERENCES Rana Auto Company Dealership Of Maruti Suzuki reading material.
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Annexure QUESTIONAIRE Dear Sir/ Mam, I am the student of IP University, pursuing my MBA, conducting a SURVEY ON MARUTI. I look forward to your support in this academic year. Kindly spend a few minutes of your valuable time and fill in this questionnaire. All the information provided by you will be used only for academic purposes and will be strictly confidential.
PERSONAL DETAILS:-
Name:…………………………………………… Profession:………………………………………. Address:……………………………………..
………………………………………..
Q1. Which model MARUTI car do you own……………..?
Alto k 10
(
)
Omni
(
)
Alto 800
(
)
Celerio
(
)
Wagon-R
(
)
Swift
(
)
Swift Desire
(
)
A-Star
(
)
Sx-4
(
)
Ritz
(
)
Ertiga
(
)
S-cross
(
)
63
Baleno
(
)
Stingray
(
)
Brezza
(
)
Gypsy
(
)
Ciaz
(
)
Q2. How did you come to know about MARUTI cars……..?
Newspapers
(
)
Magazines
(
)
TV ads
(
)
Friends /Relatives
(
)
Any other…………………..
Q3. What attracted / prompted you to buy MARUTI among all other brands………..?
Brand image
(
)
Service network
(
)
Price
(
)
Mileage
(
)
Q4. What are the features attracted you to buy the car you owning……?
Suits my need
(
)
Easy maintenance
(
)
Trust worthy Fuel efficient
( (
) )
Good for Indian roads
(
)
Q5. Who influenced in buying the car you own…………….?
Your self
(
)
Family
(
)
Friends
(
)
64
Advertisement
(
)
Q6. How do you feel on MARUTI quality and technology……….?
Very satisfied
(
)
Satisfied
(
)
Indifferent
(
)
Dis-satisfied
(
)
Q7. How do you feel about your MARUTI is luxury and spacious…….?
Very satisfied
(
)
Satisfied
(
)
Indifferent
(
)
Dis-satisfied
(
)
Q8. Price of your MARUTI vehicle………..?
High
(
)
Reasonable
(
)
Low
(
)
Q9. Price of spare parts to your MARTUTI……..?
High
(
)
Reasonable
(
)
Low
(
)
Q10. Convenient of service network………..?
Very convenient
(
)
Moderate convenient
(
)
Inconvenient
(
)
Q11. Main purpose of that you will use your car for………..?
Office
(
)
Family
(
)
65
Long drives
(
)
Shopping
(
)
Q12. How long you w ill use this vehicle………..?
1-2 Yrs.
(
)
2-4 Yrs.
(
)
4-8 Yrs.
(
)
8 Yrs. & above
(
)
Q13. How do you feel when you drive yours MARUTI car………?
More comfortable
(
)
Comfortable
(
)
Less comfortable
(
)
Uncomfortable
(
)
Q14. How do you tare the over all performance of the car compared to oth ers………..?
Excellent
(
)
Good
(
)
Average
(
)
Below average
(
)
Q15. Please rank the mileage ofthe car when compared to other cars………………….?
Very good
(
)
Good
(
)
Average
(
)
Below average
(
)
Q16. Do you get information about the free service offered by the company from time to time………?
Yes
(
)
No
(
)
66
Q17. How do you feel on RANA AUTO COMPANY dealership facility……………?
Outstanding
(
)
Acceptable
(
)
Average
(
)
Unacceptable
(
)
Q18. Is vehicle delivered on time………….?
Yes
(
No
(
) )
Q19. How is the performance of the executives at the dealership……………….?
Excellent
(
)
Good
(
)
O.K.
(
)
Poor
(
)
Q20. Based on your overall experience will you like to purchase or refer this brand/dealer to any other person………..?
Definitely
(
)
May Be
(
)
Never
(
)
67
