MARUTI UDYOG LIMITED

CUSTOMER SATISFACTION OF MARUTI UDYOG LTD.

Submitted by:SMRITI CHOUDHARY

Sec- B, Roll no-112

ACKNOWLEDGEMENT
I express my sincerest gratitude to my project guides, Miss ASHA THOMAS for her encouragement, support and valuable guidance through out the duration of the project. Inspite of being occupied with unending engagements in college, she made sure that my project was heading in the right direction and that I did not lose sight of my end goals. I am also thankful to all other employees at Maruti Udyog Limited for providing me all the information and help I required for the successful completion of this project. I would also like to thank all those people who spared some time for me out of their busy schedule and shared some information relevant to my project. My project shall remain incomplete if I do not acknowledge the support that I got from all the people around me.

PREFACE
If we can compare marketing to a long train with a multiple compartment then every bogies represent different aspect of marketing. Marketing strategy formulation depends upon the every aspect of related terms and marketing research plays vital roles to connect each compartment to form a cohesive functional unit. The automotive industry is at the center of Indias new global dynamic. It plays major roles in retaining manufacturing industry growth over 12.5% per annum The motivation behind the project was to gain clear understanding about marketing research. Through this project I have tried to understand the complexities involved in gathering of data for drawing inferences .The final objective is to produce a result that is accurate, useful, and free from bias and helps in the successful completion of my course. The project has been presented in a simple format.. Satisfaction is a persons 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 todays 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 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.

TABLE OF CONTENTS

CHAPTER-1: INDUSTRY OVERVIEW CHAPTER-2: COMPANY PROFILE 2.1 ABOUT COMPANY 2.2 PROBLEMS OF THE ORGANISATION 2.3 COMPETITORS INFORMATION 2.4 S.W.O.T ANALYSIS OF THE ORGANISATION

CHAPTER-3: CONCEPTUAL DISCUSSION 3.1 NEWS ARTICLES 3.2 CUSTOMER SATISFACTION CHAPTER-4: RESEARCH METHODOLOGY 4.1 OBJECTIVES 4.2 SCOPE 4.3 LIMITATIONS CHAPTER-5: DATA ANALYIS CHAPTER-6: FINDINGS AND RECOMMENDATIONS BIBLIOGRAPHY ANNEXURE

INTRODUCTION
1.1 OVERVIEW OF THE INDUSTRY

India is an emerging country with huge potential. The domestic economy is now growing at around 9-10% per annum and Indias importance in global terms is being reinforced by rapidly rising exports and domestic consumption. At a time when numbers of a slowdown and overheating in the Indian economy have started gaining momentum, the Indian rupee sprang a surprise by pushing the GDP figure past the trillion-dollar (42,00,000 crore) mark. The automotive industry is at the center of Indias new global dynamic. The domestic market expanding rapidly as incomes rise and consumer credit becomes more widely available. Manufacturers 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. India eyes 25 million automotive jobs. Indias GDP is set to double over the next decade In percentage terms, the automotive industry's contribution should also double. In dollar terms, the sector's contribution is set to quadruple to some $145bn The automobile industry in India accounts for a business volume of $45 billion and has the potential to grow much faster both through Indian as well as international manufacturers who have established huge facilities in the country With the worlds second largest and fastest-growing population, there is no denying Indias potential in both economic and population terms and the effect it will have on the auto industry in the years to come. The country is already off to a good start, with a welldeveloped components industry and a production level of 1 million four-wheeled vehicles a year, plus a further 5 million two- and three-wheelers.

The implications, market drivers and scope of a future massive Indian vehicle market are covered in the India Strategic Market Profile, a brand-new forecast of Indian automotive and related activity to 2020. Based on Max Pemberton's unique relational long-term forecasting model, it forecasts car and CV sales, demographics, materials usage, auto industry employment, and explains their inter- year of healthy growth in auto industry. INDUSTRY GROWTH

Future of the Automobile in the Economy

US based consultancy, keystone predicts that India will become worlds third largest automobile market by 2030. Overall size expected to exceed 20 million with compounded annual growth rate of over 12%. Car segmentation: This is done on the basis of size and price of the car A segment: maruti800, omni B segment: Zen, wagon-r, alto, Santo, polio, indicia C segment: esteem, accent, indigo, icon, Honda city, civic D-segment: opera, Octavia, sonata, monde, accord, corolla, Camry, Mercedes

1.2 PROFILE OF THE ORGANIZATION MARUTI UDYOG LTD.

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 Gandhis cabinet passed a unanimous resolution for the development and production of a peoples car. Sanjay Gandhis 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 Peoples 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 sidelined 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 skepticism. The company went into liquidation IN 1977. The media perceived it to be another area of growing corruption. Unfortunately Marutis 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. Marutis 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.. 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. Marutis 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 hadnt grown much Marutis 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 Wagonr followed by Swift . Swift has been a great success in the market .In 2007 Maruti came up with SX4 and Grand Vitara.In 2011 it launched KIZASHI.

Marutis Strategic Goal

New Products

Capacity Expansion

SX4 launched in 2007 Production capacity of Grand Vitara launched in Swift increased 2007 Started production at its New variant of third plant in Maintain Swift 2003 Leadership KIZASHI Launched in 2011 Position in India _ Grow International Business International Distribution Business Network Growth in Exports Increase Customer Touch Points Increase in the Number Of Maruti Service Station

Maintained its materials cost despite change in product mix. Growing shipments of Alto. Has 55% of the market. Introduced both petrol and diesel variants of Swift. Maruti has cut the prices of models including Maruti 800, Omni, Zen, Wagon R, Swift Diesel and Alto. The amount of this price cut varies from Rs. 6,500 for Maruti 800 to Rs. 18,030 for Swift Diesel (in New Delhi).

Maruti Suzuki to invest 200 billion Yen on expansion in India. Sri Lanka currently is the largest export market for Maruti where it sells 8,0009,000 cars a year. 6

Maruti Udyog to enter South African market. Invest more on marketing and research and development. They are working on identifying their dealership in the region in collaboration with the parent company Suzuki. The company has a portfolio of 10 brands, including Maruti 800, Omni,

international brands Alto, WagonR and Swift, off-roader Gypsy, mid size Esteem, luxury car Baleno, the MPV, Versa and Luxury SUV Grand Vitara XL7. At the end of 2005-06, Maruti had a market share of about 55.1 per cent of the Indian passenger car market. The company sold record 5,61,822 vehicles in 2005-06, including 34,784 vehicles exported to Europe and South Asia. Marutis cumulative exports are over 4 lakh units. 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 all its existing products completely designed and styled in-house. Maruti engineers also joined hands with Suzuki engineers in Japan for the design of hugely successful Swift. Maruti's contribution as the engine of growth of the Indian auto industry, indeed its impact on the lifestyle and psyche of an entire generation of Indian middle class, is widely acknowledged. Its emotional connect with the customer continues. Maruti had a successful fiscal in 2005-06. Marutis Total Income (net of excise) during the year was Rs. 124,814.3 million, a growth of 10 per cent over the previous year. The companys Net Profit during this period was Rs. 11,890.5 million, up 39.2 per cent over 2004-05.The company is listed on Bombay Stock Exchange and National Stock Exchange.

Companys Vision
MULs vision for the future is to be: The Leader in the Indian Automobile Industry Creating Customer delight and Shareholders wealth; A pride of India.

Core Values
The Five Values identified are as follows: Customer Obsession Fast, Flexible and First mover Innovation and Creativity Networking and Partnership Openness and Learning

Introduction to car Accessories Market:

In the present scenario, car accessories have been gaining exponential importance amongst the vehicle manufacturers and players in the aftermarket alike. The surge in demand is due to increasing level of disposable income, changing end user attitudes and declining age profile of the vehicle buyers. There exists a fierce competition between vehicle manufacturers selling branded accessories and unorganized sector selling local non-genuine product range. There exists a huge price difference between the products.

Maruti Genuine Accessories (MGA)

Overview Maruti Genuine Accessories had its inception in 1999 and in a span of just 6 years has reached almost 110 crores in 2006, thus making it into the league of the fast growing 8

businesses in the Maruti stable of business. The number of products too have reached 330 plus in 2006. Today they have accessories starting from the very basic like floor mats to technologically advanced accessories like Sunroofs! On the anvil are accessories like Navigation systems which will change the way people drive. Value Proposition For Maruti: Helps in tapping one more source of revenue from Customers Vehicle Life cycle spend Helps catering to style conscious customers Can be used to reduce too many production level variants and by offering a customized solution to customers increases customer satisfaction For customers: New Vehicles are the second most expensive investment . A well accessorized car is a treat to the eyes and senses and increases the perceived value with a minimal investment Consumers hence tend to give more thought towards Customized Vehicles as ~ o Each car is a personality statement. Accessories like body graphics gives a PERSONAL touch ~ creates unique Identity o o It is more LIFE STYLE compatible & AESTHETICALLY pleasing. People these days tend to spend a lot more time in their cars, MGA like It is more COMFORTABLE o It makes driving more FUN

For dealers: It generates Showroom excitement & stimulates impulse purchases It speeds up inventory rotation of new vehicles It broadens offer spectrum with unique look models The Accessories packaging helps to dilute cash discount pressure

All in all the MGA business is a win-win-win situation for dealers, customers and Maruti

Challenges for Maruti Genuine Accessories To get multifold increase in revenue over next few years. To build market share in order to convert the existing status from question marks to stars. (Question marks are the businesses that operate in high growth market with relatively low market share where as the stars are the market leader in the high growth markets). To make a dent in the car accessories market which grey market operators presently dominate. To control the cost and expenditure by increasing quality. To make the people aware of the benefits of genuine accessories in terms of quality over non-genuine one. Bring in the latest international trends related to accessories in India.

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To make people appreciate accessories as a package with the car. To innovate at regular intervals and bring accessories with sturdy elegance and sleek superiority.

To sell each and every car with minimum average value of accessories i.e. 5 % of the total cost of the car. (Assuming 10 % as the worldwide trend).

1.3

PROBLEMS OF THE ORGANIZATION

Given the city conditions, the consumers needed a very good overall performance of cars, small cars taking less space has no parking problems, easy derivability in heavy traffic conditions, easy gear shifts and good fuel efficiency. The small car owners being mostly the professional class or the upper middle class were very cost conscious and due to their busy life styles preferred low maintenance in their cars. Irrespective of these above aspects there is one more thing, which also needs attention is customer satisfaction. Customer satisfaction is abroad term, which includes many things like post sale service satisfaction, dealership locality towards customers, way of treatment at these dealerships and service stations, solving the customers problems and concerns to their full satisfaction and so on. The occurrence of single problem is a source of dissatisfaction for customers. Problem experience is not always something broken or loose. Many a times it is a function of customers expectation of how a feature or a vehicle system should look or perform and any performance short of this expectation is perceived as a problem.

1.4

COMPETITORS INFORMATION

Tata Motors

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 Hyundai Fiat Honda Toyota General Motors

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1.5

SWOT ANALYSIS

Strength
Technology and manufacturing know-how that lets Maruti make cars more profitably than most other carmakers. Flexible manufacturing system gives it an advantage over most of the carmakers. It requires smaller number of platforms but multiple assembly lines for production that provides better, cheaper, more oriented management and production. Maruti possesses Goodwill and Credibility in the Indian automobile market

Weaknesses It is a new concept to be launched in the market where majority of the consumers go for family cars. Also it has not been tested in the market, therefore there is risk involved with the launch. Maruti is unable to spread its fixed costs for engineering, technology, and marketing over a huge volume of vehicles.

Opportunity
It is first sports car to be launched in the Indian market; therefore it has no real competitor. According to the facts India has emerged as one of the largest automobile market in the global community.

Threat
A new competitor in Indian market. Price wars with competitors.

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A competitor like Toyota has a new, innovative product or service. Competitors may have superior access to channels of distribution. Taxation is introduced on your product or service.

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CHAPTER 2: RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
2.1 Significance
The Accessory division at Maruti is relatively younger than the rest of the organization. Looking at the competitive pressures of the industry in terms of car sales, the strategy Maruti is following is to expand its reach to the customers and provide all kinds of value addition. Establishment of the Accessory Division at Maruti was one such initiative. The scenario as of today is that, as elaborated as the report progresses, the accessory market is flooded with after market dealers and almost 60 % sales happening in the accessory sector are attributed to the after market.

2.2

Managerial usefulness of the study

Introduction about Maruti Procedure followed by Maruti for catering to the needs and queries of the customers Quantitative research Awareness regarding the facilities provided by Maruti Overall opinion about Maruti

2.3

OBJECTIVE
To find the satisfaction amongst the customers of Maruti.

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METHODOLOGY
The purpose of methodology is to describe the process involved in research work. This includes the overall research design, data collection method, the field survey and the analysis of data. Detailed and structured questionnaire was designed. Survey a sample of 100 customers. The methodology developed was Primary and Secondary research. The questionnaire was designed to get information from customers about their satisfaction and overall opinion about Maruti. Sources of Data: Primary data Secondary data Field of Survey: The field work for the survey was conducted in Delhi. The exercise involved questionnaire with the customers. Analysis: The important factors and datas collected were sequentially analyzed and graphed.

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Limitations of the Study: The sample size is only 100 so the sample may not be truly representative of the Delhi population. Prejudice of some of the respondents. Sample is limited to Delhi and NCR Sample is only from metro so generalizations may be misleading

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CHAPTER 3: CONCEPTUAL DISCUSSION

RECENT NEWS ARTICLES

Car sales shoot up in Sept 2010; Maruti, Hyundai report record sales | Auto companies in India reported a sharp rise in passenger car sales in September 2010, with dealers stocking vehicles in record numbers in anticipation of increased demand in the upcoming festival season. Maruti Suzuki sold 95,148 units in the domestic market in September 2010, compared to 71,594 units in September 2009 an increase of 33 percent. Maruti had said in a statement last week that with its total sales touching 108,006 units in September 2010, it had crossed the half-a-million sales mark in the first 6 months of FY 2010-11. Nissan India reported a whopping 2,103 percent increase in domestic sales from 57 units in September 2009, to 1,256 units in September 2010 mainly on the back of the Micras success. Hyundai Motor posted a growth of 14.2-percent in the same period, while Tata Motors grew by 31.4 percent. Hyundai India Director, Marketing & Sales, Mr Arvind Saxena, said that the company hoped to further consolidate its position in the market in the festive season, particularly given the enthusiastic response to the recently launched Next Gen i10.

Maruti Suzuki to expand service network to 4,200 centres | Thursday October 7, 2010
Maruti Suzuki India Limited (MSIL) is planning to expand its service network in the country from the current 2,700 outlets to 4,200 outlets, in keeping with its target to sell over 2 million cars by 2015. The additional service stations will require an investment of Rs 250 crore and will cover more than 2,000 cities across India by 2015. MSIL officials told mediapersons that according to a blueprint drawn up by the company, it would eventually have one service station every 25 kilometres. This will entail expanding its service network by 55 percent, the cost of which will be borne mainly by the companys dealer partners. Maruti currently employs 33,000 people in its service stations, also known as Maruti Authorised Service Stations. This number is expected to go up to 55,000 after the expansion. MSIL Executive Officer (Service), Mr Pankaj Narula, said that the company expected its service load to increase manifold, given its plan to expand production to 1.75 million units by 2013.

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Maruti plans another unit at Manesar-TOI

NEW DELHI: Maruti Suzuki on Thursday said the company may build a new factory at its Manesar location as it expects demand to remain strong over the coming years. The company, that currently can produce 1.2 million cars, is already in an expansion mode at Manesar where it is investing close to Rs 1700 crore to add a fresh 250,000 units as it grapples with long waiting periods on some of its models. Chairman RC Bhargava said the new expansion could be of similar scale, around 250,000 units, and so could be the investments. If approved, the company's total production capacity could rise to 1.7 million units.

Maruti launches WAGON-R Think Big Challenge 2

Indian auto giant Maruti Suzuki has launched a unique campaign WAGONR Think Big Challenge 2 in the Indian market. Through this event, the company is looking to provide a platform to the people who are in need of a support to start their business with. It is being considered an initiative to bring-out most innovative and unique business ideas. The challenge would commence on an all-India level and participants from 19 cities can register their business ideas online. The company will select about 10 participants from each city on the basis of their business proposals. This will be followed by a main city round, in which 1 participant from each city will be selected. Out of these 19 people, 16 will be selected in the zonal round (4 from each zone), who will than be take to the national round. The participants will be mentored and judged by management gurus at every stage of campaign. The winner of the challenge will be awarded with a WAGONR Rs 10 lacs cash prize and venture capital (VC) to start their business with. Speaking on this unique initiative of the company, Chief GM Marketing of Maruti Suzuki, Mr. Shashank Srivastava said, "Unlike other challenges, WAGONR Think Big Challenge 2, does not stop at business ideas. Multiple tests will be conducted at each stage of the activity to check skill sets needed for taking the business ideas to execution. Mentoring sessions will be given for the chosen few before they meet venture capitalists to present their business proposals. This is a unique platform for winners to present their ideas to investors for seed capital." Submitted by Vikas Yogi on January 26, 2011

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CUSTOMER SATISFACTION
Customer satisfaction is equivalent to making sure that product and service performance meets customer expectations. It is the perception of the customer that the outcome of a business transaction is equal to or greater than his/her expectation. Customer satisfaction occurs when the acquisition of products and /or services provides a minimum negative departure from expectations when compared with other acquisitions and when the marginal utility of a transaction is equal to or greater than preceding acquisitions. Customer satisfaction occurs when the perception of the reward from the purchase of goods or services by the customer meets or exceeds his/her perceived sacrifice. The perception is a consequence of matching past purchase and consumption experience with the current purchase.

CUSTOMER SERVICE AND SATISFACTION

We must cultivate our garden. Voltair When we talk about customer service and/or satisfaction, we talk about creativity. Creativity allows us to handle or diffuse problems at hand or later on rather in the process of conducting the everyday business. We talk about how, or what, does the organization have to do to gain not only the sale but also the loyalty of the customer. We want to know the payoff of the transaction both in the short and long term. We want to know what our customers Want? We want to know if our customers are satisfied? Satisfaction, Of course, means that what we delivered to a customer met the customers Approval. We want to know if customers are delighted and willing to come Back, and so on. Fleiss 2 and Feldman 3 present examples of that delightfulness in their writings. Fleiss has written about Ben and Jerrys ice cream and Feldman has discussed excellence in a cab ride. As important as delightfulness is, some of us minimize it, or even totally disregard it. At this point, we fail.

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Some of the issues that will guarantee failure in sales, satisfaction, and loyalty are: Employees must adhere to a rigid chain of command Employees are closely supervised Conflictin whatever formis not allowed Rewards are based on carrot-and-stick principles Wrong objectives are measure. We must understand customer expectation levels concerning quality. We must also understand the strategy for customer service quality, and next we must understand the measurement and feedback cycles of Customer satisfaction. The customer is the person or unit receiving the output of a process on the system. In fact, it is worth emphasizing that a customer can be the immediate, intermediate, or ultimate customer. Also, a customer may be a person or persons, or a process or processes. Customer satisfaction, however, is when the customer is satisfied with a product/service that meets the customers needs, wants, and expectations. There are at least three levels of customer expectations about quality: Level 1. Expectations are very simple and take the form of assumptions, must have, or take it for granted. For example, I expect the airline to be able to take off, fly to my destination, and land safely. I expect to get the correct blood for my blood transfusion and I expect the bank to deposit my money to my account and to keep a correct tally for me. Level 2. Expectations are a step higher than that of level 1 and they require some form of satisfaction through meeting the requirements and/or specifications. For example, I expect to be treated courteously by all airline personnel. I went to the hospital expecting to have my hernia repaired, to be in some pain after it was done, to be out on the same day, and to receive a correct bill. And I went to the bank expecting the bank teller to be friendly, informative, and helpful with my transactions.

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Level 3. Expectations are much higher than for levels 1 and 2. Level 3 requires some kind of delightfulness or a service that is so good that it attracts me to it. For example, an airline gives passengers traveling coach class the same superior food service that other airlines provide only for first-class passengers. In fact, I once took a flight where the flight attendants actually baked cookies for us right there on the plane. When I went to the hospital, I expected staff to treat me with respect and they carefully explained things to me. But I was surprised when they called me at home the next day to find out how I was doing. And at my house closing, the bank officer, representing the bank holding my mortgage, not only treated me with respect and answered all my questions about my new mortgage, but just before we shook hands to close the deal, he gave me a housewarming gift.

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CUSTOMER SATISFACTION SURVEYS HELP TO:

Improve customer, client, or employee loyalty. React quickly to changes in the market. Identify and capitalize on opportunities. Beat the competition. Retain or gain market share. Increase revenue. Reduce costs. Post sales follow up PSFs are done in order to get the first hand feedback form the customer about the experience that they had during the sales and delivery process. The first PSF is done within the 72 hours of delivery and the voice or exact wordings of the customer are recorded. The next PSF call is made after 15 days after the vehicle is delivered. The feedback form system is a very important tool to obtain customers feedback on the experience that the customer had during the purchase of his/her car. 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 control 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 the customer complaint is resolved and writes a letter of apology

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The customer care manager 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 complaints in the weekly meeting with the general manager on SSI with the entire showroom staff. 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 daily, weekly and monthly basis. The SSI review meet is conducted regularly. 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 dont complain they go somewhere else. Customers dont complain. They pass on their dissatisfaction to their colleagues , family , greengrocer, suppliers , consultants, managers , sports club, grandparents, neighbours, director, to you.

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According to Maruti A customer is the most important visitor on our premises He is not dependent on us , We are dependent on him,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 Your words Your voice Your body language 7% 35% 58%

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CHAPTER 4 : DATA ANALYSIS

DATA ANALYSIS

No. of Knowledgeable Salesperson Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree Respondents 0 0 0 86 14 Percentage 0% 0% 0% 86% 14%

90 80 70 60 50 40 30 20 10 0 No. of Respondents Percentage

Strongly Disagree

Disagree

Neither Disagree Nor Agree Agree

Strongly Agree

86% people agreed that the sales persons are knowledgeable and 14% strongly disagreed that the sales persons are knowledgeable. Employees spent enough time with you before sales Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree No. of Respondents 0 0 0 29 64 36 Percentage 0% 0% 0% 64% 36%

64% people agreed that the sales persons spent enough time with them before the sales and 36% strongly agreed with this.

Employees spent enough time with you during sales Strongly Disagree

No. of Respondents 0 30 Percentage 0%

Disagree Neither Disagree Nor Agree Agree Strongly Agree

4 0 62 34

4% 0% 62% 34%

62% agreed that sales persons spent enough time with them during the sales , while 34% strongly agreed that the sales persons spent enough time with them during sales and only 4% disagreed with this.

Employees spent enough time with you after sales Strongly Disagree Disagree Neither Disagree Nor Agree Agree

No. of Respondents 0 22 0 54 Percentage 0% 22% 0% 54%

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Strongly Agree

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26%

60% agreed that the sales persons spent enough time with them after sales ,26% strongly agreed with this and 14% disagreed that the sales persons spent enough time with them after sales.

No. of Display of Merchandize Strongly Disagree Disagree Neither Disagree Nor Agree Respondents 0 0 0 Percentage 0% 0% 0%

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Agree Strongly Agree

94 6

94% 6%

94% agreed that the display of merchandize was attractive and 6% strongly agreed that the display of merchandize was attractive.

No.Of Availability of the Product Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree Respondents 0 4 0 91 5 33

Percentag e 0% 4% 0% 91% 5%

91% agreed that the availability of the product was there, 5% strongly agreed that the availability was there while only 4% said they disagreed with this.

No. of Vehicle in Good Condition Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree Respondents 0 2 0 82 16 Percentage 0% 2% 0% 82% 16%

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82% agreed that the vehicle was in good condition when delivered ,16% strongly agreed with this whereas only 2% disagreed with this.

No. of Prices Are Affordable Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree Respondents 0 12 15 21 52 Percentage 0% 12% 15% 21% 52%

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60 50 40 30 20 10 0 No. of Respondents Percentage

Strongly Disagree

Disagree

Neither Disagree Nor Agree

Agree

Strongly Agree

64% strongly agreed that the prices are affordable , 21% agreed that the prices are affordable whereas only 15% said that they neither disagreed nor agreed with this.

No. of Attractive Discounts Offered Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree Respondents 0 26 0 47 27 Percentage 0% 26% 0% 47% 27%

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55% agreed that the discounts offered are attractive , 34% strongly agreed with this while 11% disagreed and said that the discounts offered were not attractive.

No. of Offered A Test Drive Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree Respondents 0 20 0 74 6 Percentage 0% 20% 0% 74% 6%

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74%agreed that the test drive was offered to them ,6% strongly agreed that the test drive was offered while 20% disagreed with this.

Post Sales Follow Up Done Regularly Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

No. of Respondents 0 15 0 59 26 Percentage 0% 15% 0% 59% 26%

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59%agreed that the post sales follow ups are done regularly , 26% srongly agreed and 15%disagreed with this.

No. of Responds To complaints Quickly Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree Respondents 0 9 12 61 18 Percentage 0% 9% 12% 61% 18%

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64% agreed that the response to complaints is quick ,18% strongly agreed , 12% neither agreed nor disagreed and 6% disagreed with this.

Service At Maruti Service Station Is Excellent Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

No. of Respondents 0 4 0 82 14 Percentage 0% 4% 0% 82% 14%

82% said that the service at maruti service station is excellent , 14% strongly agreed while only 4% disagreed with this.

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Careful With Personal Information Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree Q

No. of Respondents 0 0 8 85 7 Percentage 0% 0% 8% 85% 7%

85% agreed that yes they were careful with personal information, strongly agreed with this and 8% neither agreed nor disagreed.

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All The Commitments Are Fulfilled Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

No. of Respondents 0 7 0 6 87 Percentage 0% 7% 0% 6% 87%

94% strongly agreed that all the commitments were fulfilled and 6% agreed with this.

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No. of Value For Money Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree Respondents 0 0 0 2 98 Percentage 0% 0% 0% 2% 98%

98% strongly agreed that maruti provides value for money while 2% agreed with this.

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Are you aware of the following facilities provided by maruti No. of Maruti insurance Yes No Respondents 98 2 Percentage 98% 2%

100 90 80 70 60 50 40 30 20 10 0 No. of Respondents

Yes No

98% said yes that they are aware about maruti insurance while only 2% said that they were not aware.

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No. of Extended warranty Yes No Respondents 97 3 Percentage 97% 3%

97% said they were aware about extended warranty and 3% said that they did not know about this. No. of True value Yes No Respondents 98 2 Percentage 98% 2%

98% said they were aware about true value and 2% said they were not aware. Maruti finance No. of 45 Percentage

Yes No

Respondents 75 25

75% 25%

75% said that they were aware about maruti finance and 25% said that they were not aware of it. No. of Autocard Yes No Respondents 84 16 Percentage 84% 16%

84% said that they were aware about autocard and 16% said that they were not aware of it. No. of Genuine Accessories Yes No Respondents 85 15 Percentage 85% 15%

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85% said that they were aware of genuine accessories available and 15% said they were not aware.

What is your overall opinion about Maruti ? No. of Choice Very bad Bad Respondents 0 0 47 Percentage 0% 0%

Neither bad nor good Good Very good

0 4 96

0% 4% 96%

96% said that there overall opinion about maruti was that it is ver good while 4% said that it is good.

How likely would you recommend maruti? 90% people said they would very likely recommend maruti to other people and 10% said they would likely recommend maruti to others.

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CHAPTER- 5: FINDINGS AND RECOMMENDATIONS

FINDINGS
On an average more than 73% people feel that the prices are affordable whereas 12% do not agree, 74% believe that attractive discounts are offered whereas 26% are not satisfied with the discounts offered. 20% said that the test drives are not offered and 15% said that post sales follow ups are not done regularly whereas 85% said that they were done regularly but people feel that it is the peoples car as it is satisfactory on all other parameters: knowledgeable sales persons , employees spent enough time before and during sales, display of merchandise is attractive, availability of product, variety of merchandize, vehicle in good condition, prices are affordable, attractive discounts are offered, dcor of the waiting area is pleasing, responds to complaints quickly, service at maruti service station is excellent, careful with personal information and is value for money . The overall opinion about maruti is very good.

RECOMMENDATIONS
More test drives should be offered. Should be more particular about Post Sales Follow Up as it shows the concern of the company with the customer. Should put in more efforts to promote Maruti Finance , Autocard and Accessories.

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ANNEXURE
QUESTIONNAIRE FOR DEALERS
Being an esteem customer of Maruti Udyog Limited you are requested to take out a few minutes and fill the following questionnaire. Q.1) How long have you been associated with Maruti? Q.2.)How would you rate Maruti on the following parameter Strongly Disagree Neither disagree agree Nor disagree Knowledgeable sales person Employees spent enough time with you: before sales During sales After sales Display of merchandise is attractive Availability of the product Variety/selection of merchandise Vehicle in good condition Prices are affordable Attractive discounts offered Dcor of the waiting area is pleasing Offered a test drive Post sales follow ups are done regularly Responds to complaints quickly Service at Maruti service station is excellent Careful with personal information All the commitments are fulfilled Value for money

agree

Strongly agree

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Q.3)Are you aware of the following facilities provided by maruti Yes Maruti insurance Extended warranty True value Maruti finance Autocard Genuine accessories No

Q.4) What is your overall opinion about Maruti? Very Bad 1 Bad 2 Neither Bad Nor Good 3 Good 4 Very Good 5

Q.5) How likely would you recommend Maruti? Very Unlikely 1 Date Very Likely 5 Sign

Thank You for your prestigious time.

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BIBLIOGRAPHY

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BIBLIOGRAPHY
Books:
Kotler, Philip, Marketing Management, John Wiley and Sons, Ed. 2, New Jersey. Leon G Schiffman and Leslie Lazar Kanuk, Consumer Behavior, Prentice Hall, India. Kothari, C. R., Research Methodology, Methods & Techniques, Second Edition.

Websites:
www.marutiudyog.com www.google.com

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