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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.
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 products perceived performance in delivering value relative to a buyers expectations. If the products performance falls short of the customers 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.
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
Page numbers
1-2 3 4 5 6-15 16-26 27-33 34-42
43-46
Chapter- V DATA ANALYSIS AND INTERPRETATION Chapter- VI FINDINGS CONCLUSION RECOMMENDATIONS APPENDIX BIBLIOGRAPHY
47-68 69 70 71 72-74 75
Chapter I
GENERAL INFORMATION IMPORTANCE OF THE STUDY SCOPE OBJECTIVES
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
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
marketing also includes the identification of the market and the markets needs and that is guides the development of the products and services to fulfill those needs profitably.
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analysis and interpreting data about problems (or opportunities) relating to the marketing of goods and services.
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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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 90s tremendous changes took place in all industries because of Globalization. Many companies have entered, to start its 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 80s, 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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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
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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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Industry Structure
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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.
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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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.
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: : :
Maruti800 Zen, Wagon R, Alto, Santro, Matiz, Palio, and Indica. Esteem, Swift, Accent, Siena, Indigo, Ikon, Corsa, Baleno, Astra, City, Ambassador and Lancer.
A 4 (Excutive-4501 to 4700mm) A 5 (Premium-4701 to 5000mm) A 6 (Luxury-5001 and above) C (Van Type) B2 (Passenger Carrier)
: : : :
Octivia, Contessa, Mercedes C-Class Sonata, Mondeo, Accord, Carmy, Vectra. : Mercedes S-class, Omni, Versa. Gypsy, Sumo, safari, Qualis, Armada, and Voyager.
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.
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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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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 Vision Industry Listings & its codes February 1981 "The Leader in The Indian Automobile Industry, Creating Customer Delight and Shareholder's Wealth; A pride of India."
Automotive
- Four Wheelers
BSE - Code: 532500 NSE - Code: MARUTI Bloomberg: MUL@IN Reuters: MRTI.BO
With Suzuki Motor Company, now Suzuki Motor Corporation, of Japan in October 1982. 11th Floor, Jeevan Prakash 25, Kasturba Gandhi Marg New Delhi - 110001, India Tel.: +(91)-(11)-23316831 (10 lines) Fax: +(91)-(11)-23318754, 23713575 Telex: 031-65029 MUL IN
Works
Palam Gurgaon Road Gurgaon -122015 Haryana, India Tel.: +(91)-(124)-2340341-5, 2341341-5
Website
www.marutiudyog.com
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. Marutis 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 corporations R and D hub for Asia. It has introduced upgraded versions of Wagon R, Zen and Esteem, completely designed and styled in-house. Marutis 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 companys 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 companys 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 Companys 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 Suzukis global site, information about export operations and details of the companys 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, theres special section devoted to News & Events.
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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 Shareholders Wealth; A Pride of India.
Customer Obsession Fast, Flexible and First Mover Innovation and Creativity Networking and Partnership Openness and Learning
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 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
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 Chairman Managing Director Senior Joint Managing Director Joint Managing Director Director (Marketing & Sales) Directors Personnel Mr. Shinzo Nakanishi Mr. Jagdish Khattar Mr. Tsuneo Kobayashi Mr. Hirofumi Nagao Mr. Shinichi Takeuchi Mr. Shuji Oishi Mr. Osamu Suzuki Mr. R C Bhargava Mr. D. S. Brar Mr. Amal Ganguli Ms Pallavi Shroff Mr. Manvinder Singh Banga
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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 customers lifestyle. Models & Variants available to suit various customers needs. Range of vehicles to support physically challenged persons.
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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 (Lets 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
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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
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GRAND VITARA
Vitara, Suzukis 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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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 Indias 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.
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REVIEW OF LITERATURE
Satisfaction:
Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products 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. 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 todays most successful companies are raising expectations and delivering performances to match. Satisfaction. Consumers from their expectations on the basis of messages received from sellers, friends and other information sources. These companies are aiming for TCS-Total Customer If the
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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. Customers satisfaction with a product depends on the products performance relative to the buyers 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 companys 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 customers 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 customers 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 ones 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 dont 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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Customer Emotion
Customers emotions can also affect their perceptions of satisfaction with products and services. These emotions can be stable, preexisting emotions.
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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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While collecting customer satisfaction data it would be useful asking additional questions to measure the customers 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 companys and competitors product.
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 persons 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 companys value proposition is much more than its 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 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 etcunder 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
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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.
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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.
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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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Table: 1
Model of New Car Purchased
35 30 25 No. of 20 Respondents 15 10 5 0 Maruti 800 Omni Wagon R Alto Zen estilo Sw ift Sw ift Desire SX-4 4 19 12 7 13 9 4 32
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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M ode of awareness
50 40 30 No.of Respondents 20 10 0 News papers Magazines Mode Tv ads Friends / Relatives 23 11 19 47
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.
S .No
1 2 3 4
Crucial
No. of Respondents 34 53 7 6
Percentage
34 53 7 6
Price
Mileage Service Brand Image
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TotalNo.ofRespondents Table: 3
100
100%
6 7 53 34 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.
Suits my needs
Trust worthy
Fuel efficient
76
88
68
79
79 88
68
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.
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Y ou rs el f
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.
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A dv er tis em en t
60 50 40 30 20 10 0
48 36 6
Fr ie nd s ily
10
Fa m
Level of Satisfaction
Figure:6 Figure: 6 Interpretation: From the above evident, we can say that 78% of respondents are vert satisfied with the Marutis 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.
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Table: 7
Luxury and Spacious
90 80 70 60 No. of 50 Respondents 40 30 20 10 0 81
satisfaction level
Figure: 7 Interpretation: From the above evident, we can say that 81% respondents are very satisfied with the Marutis 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.
S. No 1 2 3
Price High
No. of Respondents 06
Price of MARUTI
Percentage 06 37 57
57
Reasonable
60 50 40 30 20 10 0 6 High
37 57 100
37 Table: 8
Low
100%
Reasonable Responces
Low
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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.
Low
68 100 Table: 9
24
Reasonable Responces
Low
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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 1 2 3 Service Network Very convenient No. of Respondents 78 Percentage 78 21 01 100%
01 100 Table: 10
21 1 Inconvenient
Very convenient
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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.
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Shopping
Long Drives
Family
45
Office 0 10 20 30 40
44 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.
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80 70 60 50 40 30 20 10 0
68
12
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.
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100 Table: 13
100%
Un comfortable
1 11 68 20 0 10 20 30 40 50 60 70 80
Less comfortable
Comfortable
More comfortable
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.
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1 2 3 4
17 59 24 00 100 Table: 14
17 59 24 00 100%
Performance of Maruti
60 50 40 No of 30 Respondents 20 10 0 0 Excellent Good Average Below average 59
24 17
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.
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1 2 3 4
20 54 26 00 100 Table: 15
20 54 26 00 100%
Below average
0 26 54 20 0 10 20 30 40 50 60
Average
Good
Excellent
Figure: 15 Interpretation: From the above evident, we can say that 20% and 54% of the respondents feel mileage of the Marutis brand is excellent and good respectively when compaired to other brands of vehicles, and 26% of respondents feel mileage given by Maruti is average.
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S. No 1 2
Percentage 95 05 100%
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
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1 2 3 4
79 19 02 00 100 Table: 17
79 19 02 00 100%
Dealer Performance(VARUN)
80 70 60 50 No of 40 Respondents 30 20 10 0 Outstanding 19 Acceptable 2 Average 0 Unacceptable 79
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 1 2
Percentage 80 20 100%
Table: 18
80
80 60 40 20 0 Yes No
20
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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Table: 19
7 23 62 8 20 40 60 80 Figure: 19 76
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.
S. No 1 2 3
Percentage 95 05 00 100%
May Be
Definitely
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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 ( ) 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 ( )
4.
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 ( ) How do you feel about your MARUTI is luxury and spacious? Very satisfied ( ) Satisfied ( ) Indifferent ( ) Dissatisfied ( ) Price of your MARUTI vehicle? High ( ) Reasonable ( ) Price of spare parts to your MARUTI? High ( ) Reasonable ( ) Low ( ) Low ( ) Inconvenient ( Long drives ( ) )
7.
8. 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 ( )
4-8 Yrs (
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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 ( ) No ( )
Average (
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. 3. 5. Phillip Kotler Marketing Management 11\e Pearson. (2007). Phillip Kotler Marketing Management 12\e & 13\e Pearson. (2008). Phillip Kotler and Kelvin Lane Marketing Management 12\e Pearson Education (2007). WEBSITES 1. Www.learn marketing.com 2. Www.maruti Suzuki.com 3. Www.gurusoftware.com
4. Kerin. Hartley & Rudelius: Marketing the Core. McGraw-Hill, Irwin. (2007).
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4. Www. Wikipedia.com MAGAZINES Business Today: Customer value, satisfaction, loyalty and switching costs:
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