Sec- B, Roll no-112


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.



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. In today’s competitive scenario firms consistently tries to satisfy his existing customer to get more customers in every regards. Automobile industry has the same competitiveness and every firm in the industry is consistently working for enhancing their product and services. If the performance matches the expectations. useful. the customer is highly satisfied or delighted.5% per annum The motivation behind the project was to gain clear understanding about marketing research.The final objective is to produce a result that is accurate. 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.PREFACE If we can compare marketing to a long train with a multiple compartment then every bogies represent different aspect of marketing.. The automotive industry is at the center of India’s new global dynamic. 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. If the performance exceeds expectation. and free from bias and helps in the successful completion of my course. the consumer is dissatisfied. The project has been presented in a simple format.” 4 . Through this project I have tried to understand the complexities involved in gathering of data for drawing inferences . It plays major roles in retaining manufacturing industry growth over 12. Satisfaction is a person’s feeling of pleasure or disappointment resulting from a comparing perceived performance in relation to his or her expectation. If the performance falls short of expectation. he consumer is satisfied.


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In dollar terms. India’s GDP is set to double over the next decade In percentage terms. The domestic market expanding rapidly as incomes rise and consumer credit becomes more widely available.00. the automotive industry's contribution should also double. 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. The country is already off to a good start. 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 world’s second largest and fastest-growing population. as is the local automotive manufacturing base. The automotive industry is at the center of India’s new global dynamic.INTRODUCTION 1. plus a further 5 million two. The domestic economy is now growing at around 9-10% per annum and India’s importance in global terms is being reinforced by rapidly rising exports and domestic consumption.1 OVERVIEW OF THE INDUSTRY India is an emerging country with huge potential. 1 .and three-wheelers. the Indian rupee sprang a surprise by pushing the GDP figure past the trillion-dollar (42.000 crore) mark. At a time when numbers of a slowdown and overheating in the Indian economy have started gaining momentum. there is no denying India’s potential in both economic and population terms and the effect it will have on the auto industry in the years to come. with a welldeveloped components industry and a production level of 1 million four-wheeled vehicles a year. Manufacturer’s product lines are being continually expanded. India eyes 25 million automotive jobs.

it forecasts car and CV sales.year of healthy growth in auto industry. market drivers and scope of a future massive Indian vehicle market are covered in the India Strategic Market Profile. INDUSTRY GROWTH 2 . auto industry employment. materials usage. and explains their inter.The implications. demographics. Based on Max Pemberton's unique relational long-term forecasting model. a brand-new forecast of Indian automotive and related activity to 2020.

corolla. omni B segment: Zen. Octavia. Car segmentation: This is done on the basis of size and price of the car A segment: maruti800. keystone predicts that India will become world’s third largest automobile market by 2030. Camry. Honda city.Future of the Automobile in the Economy US based consultancy. wagon-r. Overall size expected to exceed 20 million with compounded annual growth rate of over 12%. indigo. accent. polio. indicia C segment: esteem. alto. icon. civic D-segment: opera. monde. Santo. Mercedes 3 . accord. sonata.

Over the next few years the company was sidelined to Bangladesh liberation war and emergency.000 to 40.2 PROFILE OF THE ORGANIZATION MARUTI UDYOG LTD. The production of Maruti-800 in 1983 marked the beginning of a revolution in the Indian automobile industry. Unfortunately Maruti’s started to fly only after the death of Sanjay Gandhi. when Suzuki motors joined the government of India as a joint venture partnered with 50% share. This in 4 . Maruti’s entered into this collaboration with Suzuki motors. Indira Gandhi’s cabinet passed a unanimous resolution for the development and production of a people’s car. After his death Indira Gandhi decided that the project should not be allowed to die. 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. In 1970 .. Till the end of 1970 the company had not started the production and a prototype test model was welcomed with criticism and skepticism. 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. which was directly targeted at Indira Gandhi. The collaboration heralded a revolution in the Indian car industry by producing the maruti-800.000 cars for the decade ending 1983. In the early days under the powerful patronage of Sanjay Gandhi the company was provided with free land. For the next ten years the Indian car market had stagnated at a volume of 30. Sanjay Gandhi the son of Indira Gandhi envisioned the manufacture of an indigenous . low maintenance compact car for the Indian middle class . tax breaks and funds. develop and manufacture the “People’s Car. cost effective . The media perceived it to be another area of growing corruption. The name of the car was chosen after a Hindu deity named Maruti Ltd. Sanjay Gandhi’s company was christened Maruti limited. Sanjay Gandhi was awarded the exclusive contract and license to design. It created a record of taking 13 months time to go from design to rolling out cars from a production line.1.” These exclusive rights of production generated some criticism in certain quarters. The company went into liquidation IN 1977.

As in the beginning that sector hadn’t grown much Maruti’s had to start dozens of joint ventures with Indian entrepreneurs. 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.turn brought in more players in this segment.In 2007 Maruti came up with SX4 and Grand Vitara. to buy cars. including 2005. 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.D. 96.820 cars. 1997 and rolled out 4 millionth vehicles as Alto-LX . It still remains the leader not only in the terms of market share but also in customer satisfaction surveys. Swift has been a great success in the market .Then it introduced Wagonr followed by Swift . 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.In 2011 it launched KIZASHI. 5 . It has consistently topped J. power quality surveys. By the year 1993 the company had sold 1. By March 1994 it produced 1 million vehicles becoming the first Indian company to cross the 2 million mark in October. Maruti’s major influence was in helping the component industry in the country because of its emphasis on localization and indigenization.

Has 55% of the market. The amount of this price cut varies from Rs. 6 .030 for Swift Diesel (in New Delhi). Growing shipments of Alto. Introduced both petrol and diesel variants of Swift.500 for Maruti 800 to Rs. Omni. Wagon R.Maruti’s 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. Maruti has cut the prices of models including Maruti 800. - 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. 6. Zen. Swift Diesel and Alto.000 cars a year.0009. 18.

Maruti has made major strides towards its goal of becoming Suzuki Motor Corporation’s R and D hub for Asia. In recent years.61. indeed its impact on the lifestyle and psyche of an entire generation of Indian middle class.- Maruti Udyog to enter South African market. Versa and Luxury SUV Grand Vitara XL7. The company has a portfolio of 10 brands. Maruti's contribution as the engine of growth of the Indian auto industry. Maruti engineers also joined hands with Suzuki engineers in Japan for the design of hugely successful Swift.1 per cent of the Indian passenger car market. Maruti had a successful fiscal in 2005-06. including 34. 124.5 million. Invest more on marketing and research and development. WagonR and Swift.822 vehicles in 2005-06.2 per cent over 2004-05.784 vehicles exported to Europe and South Asia. Maruti had a market share of about 55. At the end of 2005-06. Its emotional connect with the customer continues. The company’s Net Profit during this period was Rs. Omni. They are working on identifying their dealership in the region in collaboration with the parent company Suzuki.814. The company sold record 5.890. luxury car Baleno. mid size Esteem.3 million. including Maruti 800. 7 . the MPV. It has introduced upgraded versions of all its existing products completely designed and styled in-house. up 39.The company is listed on Bombay Stock Exchange and National Stock Exchange. Maruti’s Total Income (net of excise) during the year was Rs. international brands Alto. off-roader Gypsy. a growth of 10 per cent over the previous year. 11. is widely acknowledged. Maruti’s cumulative exports are over 4 lakh units.

“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 . There exists a huge price difference between the products. car accessories have been gaining exponential importance amongst the vehicle manufacturers and players in the aftermarket alike. Core Values The Five Values identified are as follows:      Customer Obsession Fast. The surge in demand is due to increasing level of disposable income. A pride of India”. There exists a fierce competition between vehicle manufacturers selling branded accessories and unorganized sector selling local non-genuine product range. Flexible and First mover Innovation and Creativity Networking and Partnership Openness and Learning Introduction to car Accessories Market: In the present scenario. changing end user attitudes and declining age profile of the vehicle buyers.Company’s Vision MUL’s vision for the future is to be: “The Leader in the Indian Automobile Industry Creating Customer delight and Shareholders wealth.

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. MGA like It is more COMFORTABLE o It makes driving more FUN 9 . Accessories like body graphics gives a PERSONAL touch ~ creates unique Identity o o It is more LIFE STYLE compatible & AESTHETICALLY pleasing. Value Proposition For Maruti: • Helps in tapping one more source of revenue from Customer’s 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 . The number of products too have reached 330 plus in 2006. 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. People these days tend to spend a lot more time in their cars.businesses in the Maruti stable of business.

To build market share in order to convert the existing status from question marks to stars. 10 .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. (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 make the people aware of the benefits of genuine accessories in terms of quality over non-genuine one. customers and Maruti Challenges for “Maruti Genuine Accessories” • • To get multifold increase in revenue over next few years. • Bring in the latest international trends related to accessories in India. • • To control the cost and expenditure by increasing quality.

small cars taking less space has no parking problems. which also needs attention is customer satisfaction. To innovate at regular intervals and bring accessories with sturdy elegance and sleek superiority. easy derivability in heavy traffic conditions. (Assuming 10 % as the worldwide trend). • To sell each and every car with minimum average value of accessories i. 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. Customer satisfaction is abroad term. 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. easy gear shifts and good fuel efficiency. solving the customers problems and concerns to their full satisfaction and so on. the consumers needed a very good overall performance of cars. The occurrence of single problem is a source of dissatisfaction for customers. 5 % of the total cost of the car. way of treatment at these dealerships and service stations.• • To make people appreciate accessories as a package with the car. Problem experience is not always something broken or loose.3 PROBLEMS OF THE ORGANIZATION Given the city conditions. Irrespective of these above aspects there is one more thing.e. which includes many things like post sale service satisfaction. dealership locality towards customers.4 COMPETITORS INFORMATION  Tata Motors 11 . 1.

 Hyundai  Fiat  Honda  Toyota  General Motors 12 .

Also it has not been tested in the market. technology. • Maruti is unable to spread its fixed costs for engineering. 13 . Threat • • A new competitor in Indian market. therefore there is risk involved with the launch. • 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. Price wars with competitors. and marketing over a huge volume of vehicles. • According to the facts India has emerged as one of the largest automobile market in the global community.1. • • Flexible manufacturing system gives it an advantage over most of the carmakers.5 SWOT ANALYSIS Strength • Technology and manufacturing know-how that lets Maruti make cars more profitably than most other carmakers. cheaper. more oriented management and production. It requires smaller number of platforms but multiple assembly lines for production that provides better. Opportunity • It is first sports car to be launched in the Indian market. therefore it has no real competitor.

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

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 • • • • • 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 2.1 Significance The Accessory division at Maruti is relatively younger than the rest of the organization.CHAPTER 2: RESEARCH METHODOLOGY RESEARCH METHODOLOGY 2.3 • OBJECTIVE To find the satisfaction amongst the customers of Maruti. Looking at the competitive pressures of the industry in terms of car sales. as elaborated as the report progresses. 15 . the strategy Maruti is following is to expand its reach to the customers and provide all kinds of value addition. 2. The scenario as of today is that. Establishment of the Accessory Division at Maruti was one such initiative.

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

Prejudice of some of the respondents. Sample is limited to Delhi and NCR Sample is only from metro so generalizations may be misleading 17 .Limitations of the Study: The sample size is only 100 so the sample may not be truly representative of the Delhi population.

Marketing & Sales.2-percent in the same period.700 outlets to 4. the cost of which will be borne mainly by the company’s dealer partners.148 units in the domestic market in September 2010.200 outlets.75 million units by 2013.103 percent increase in domestic sales – from 57 units in September 2009. 2010 Maruti Suzuki India Limited (MSIL) is planning to expand its service network in the country from the current 2.000 after the expansion. compared to 71. The additional service stations will require an investment of Rs 250 crore and will cover more than 2.256 units in September 2010 – mainly on the back of the Micra’s success. said that the company expected its service load to increase manifold. it would eventually have one service station every 25 kilometres.200 centres | Thursday October 7. Mr Pankaj Narula. MSIL officials told mediapersons that according to a blueprint drawn up by the company. Maruti Suzuki to expand service network to 4. MSIL Executive Officer (Service). particularly given the enthusiastic response to the recently launched ‘Next Gen i10’. Maruti currently employs 33.4 percent. Hyundai India Director. Mr Arvind Saxena.000 people in its service stations. Nissan India reported a whopping 2. said that the company hoped to further consolidate its position in the market in the festive season. This will entail expanding its service network by 55 percent. Maruti had said in a statement last week that with its total sales touching 108. also known as Maruti Authorised Service Stations.CHAPTER 3: CONCEPTUAL DISCUSSION RECENT NEWS ARTICLES Car sales shoot up in Sept 2010. Hyundai Motor posted a growth of 14.000 cities across India by 2015. with dealers stocking vehicles in record numbers in anticipation of increased demand in the upcoming festival season. Maruti Suzuki sold 95.594 units in September 2009 – an increase of 33 percent. given its plan to expand production to 1. it had crossed the half-a-million sales mark in the first 6 months of FY 2010-11. Maruti. Hyundai report record sales | Auto companies in India reported a sharp rise in passenger car sales in September 2010. in keeping with its target to sell over 2 million cars by 2015. This number is expected to go up to 55. while Tata Motors grew by 31. to 1. 18 .006 units in September 2010.

"Unlike other challenges. 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. It is being considered an initiative to bring-out most innovative and unique business ideas. 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. The challenge would commence on an all-India level and participants from 19 cities can register their business ideas online.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. in which 1 participant from each city will be selected. This is a unique platform for winners to present their ideas to investors for seed capital. around 250. the company's total production capacity could rise to 1." Submitted by Vikas Yogi on January 26. The company will select about 10 participants from each city on the basis of their business proposals. WAGONR Think Big Challenge 2.7 million units. The participants will be mentored and judged by management gurus at every stage of campaign. Multiple tests will be conducted at each stage of the activity to check skill sets needed for taking the business ideas to execution. the company is looking to provide a platform to the people who are in need of a support to start their business with.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. Speaking on this unique initiative of the company. that currently can produce 1. Shashank Srivastava said. 2011 19 .2 million cars. Chief GM Marketing of Maruti Suzuki. Mr. and so could be the investments. Through this event. is already in an expansion mode at Manesar where it is investing close to Rs 1700 crore to add a fresh 250.000 units. If approved. The company. does not stop at business ideas. Mentoring sessions will be given for the chosen few before they meet venture capitalists to present their business proposals. This will be followed by a main city round. 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.

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Fleiss 2 and Feldman 3 present examples of that delightfulness in their writings. As important as delightfulness is. We talk about how. does the organization have to do to gain not only the sale but also the loyalty of the customer. 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. It is the perception of the customer that the outcome of a business transaction is equal to or greater than his/her expectation. Of course. 21 . Fleiss has written about Ben and Jerry’s ice cream and Feldman has discussed excellence in a cab ride.CUSTOMER SATISFACTION Customer satisfaction is equivalent to making sure that product and service performance meets customer expectations. We want to know if customers are delighted and willing to come Back. we talk about creativity. 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. or what. Creativity allows us to handle or diffuse problems at hand or later on rather in the process of conducting the everyday business. –Voltair When we talk about customer service and/or satisfaction. we fail. or even totally disregard it. and so on. At this point. means that what we delivered to a customer met the customer’s Approval. CUSTOMER SERVICE AND SATISFACTION We must cultivate our garden. 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. some of us minimize it.

There are at least three levels of customer expectations about quality: Level 1. I expect to be treated courteously by all airline personnel. Expectations are very simple and take the form of assumptions. is when the customer is satisfied with a product/service that meets the customer’s needs. And I went to the bank expecting the bank teller to be friendly. informative. it is worth emphasizing that a customer can be the immediate. Expectations are a step higher than that of level 1 and they require some form of satisfaction through meeting the requirements and/or specifications. and land safely. or take it for granted. to be in some pain after it was done. Level 2. Customer satisfaction. satisfaction. or ultimate customer. intermediate. and loyalty are: • Employees must adhere to a rigid chain of command • Employees are closely supervised • Conflict—in whatever form—is not allowed • Rewards are based on carrot-and-stick principles • Wrong objectives are measure. and next we must understand the measurement and feedback cycles of Customer satisfaction. however. fly to my destination. and to receive a correct bill.Some of the issues that will guarantee failure in sales. to be out on the same day. I went to the hospital expecting to have my hernia repaired. We must also understand the strategy for customer service quality. and expectations. We must understand customer expectation levels concerning quality. 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. Also. For example. wants. must have. and helpful with my transactions. or a process or processes. I expect the airline to be able to take off. For example. a customer may be a person or persons. The customer is the person or unit receiving the output of a process on the system. In fact. 22 .

And at my house closing. When I went to the hospital. I expected staff to treat me with respect and they carefully explained things to me. Level 3 requires some kind of delightfulness or a service that is so good that it attracts me to it. he gave me a housewarming gift.Level 3. In fact. For example. But I was surprised when they called me at home the next day to find out how I was doing. representing the bank holding my mortgage. I once took a flight where the flight attendants actually baked cookies for us right there on the plane. but just before we shook hands to close the deal. not only treated me with respect and answered all my questions about my new mortgage. Expectations are much higher than for levels 1 and 2. an airline gives passengers traveling coach class the same superior food service that other airlines provide only for first-class passengers. 23 . the bank officer.

The feedback form system is a very important tool to obtain customer’s feedback on the experience that the customer had during the purchase of his/her car. Post sales follow up PSF’s 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 next PSF call is made after 15 days after the vehicle is delivered.CUSTOMER SATISFACTION SURVEYS HELP TO: Improve customer. Reduce costs. 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 24 . Beat the competition. Retain or gain market share. The first PSF is done within the 72 hours of delivery and the voice or exact wordings of the customer are recorded. Identify and capitalize on opportunities. or employee loyalty. client. Increase revenue. 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. React quickly to changes in the market.

suppliers . 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. director. managers . weekly and monthly basis. 25 . Necessary counter measures are taken to ensure that such complaints are not repeated in future. consultants.The customer care manager along with the concerned DSE. neighbours. sports club. family . All sales staff and managers review customer care activities on daily. Then the CCM discusses the customer complaints in the weekly meeting with the general manager on SSI with the entire showroom staff. greengrocer. They pass on their dissatisfaction to their colleagues . Customers don’t complain. grandparents. And also files a copy of the same in the customer complaints register/file. 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 don’t complain they go somewhere else………. to you…….

He is the purpose of it. He is part of it.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 outsider on our business.He is not an interruption on our work.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% 26 .

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CHAPTER – 4 : DATA ANALYSIS DATA ANALYSIS No. of Respondents 0 0 0 29 64 36 Percentage 0% 0% 0% 64% 36% . Employees spent enough time with you before sales Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree 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. 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.

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% .

Employees spent enough time with you after sales Strongly Disagree Disagree Neither Disagree Nor Agree Agree No.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 . of Respondents 0 22 0 54 Percentage 0% 22% 0% 54% 31 . while 34% strongly agreed that the sales persons spent enough time with them during sales and only 4% disagreed with this.

of Display of Merchandize Strongly Disagree Disagree Neither Disagree Nor Agree Respondents 0 0 0 Percentage 0% 0% 0% 32 .Strongly Agree 26 26% 60% agreed that the sales persons spent enough time with them after sales . No.26% strongly agreed with this and 14% disagreed that the sales persons spent enough time with them after sales.

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%


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%


No. 21% agreed that the prices are affordable whereas only 15% said that they neither disagreed nor agreed with this. 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% 36 .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 .

34% strongly agreed with this while 11% disagreed and said that the discounts offered were not attractive. 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% 37 . No.55% agreed that the discounts offered are attractive .

Post Sales Follow Up Done Regularly Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree No.74%agreed that the test drive was offered to them .6% strongly agreed that the test drive was offered while 20% disagreed with this. of Respondents 0 15 0 59 26 Percentage 0% 15% 0% 59% 26% 38 .

59%agreed that the post sales follow ups are done regularly . 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% 39 . 26% srongly agreed and 15%disagreed with this. No.

18% strongly agreed .64% agreed that the response to complaints is quick . 12% neither agreed nor disagreed and 6% disagreed with this. 14% strongly agreed while only 4% disagreed with this. of Respondents 0 4 0 82 14 Percentage 0% 4% 0% 82% 14% 82% said that the service at maruti service station is excellent . 40 . Service At Maruti Service Station Is Excellent Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree No.

of Respondents 0 0 8 85 7 Percentage 0% 0% 8% 85% 7% 85% agreed that yes they were careful with personal information.Careful With Personal Information Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree Q No. 41 . strongly agreed with this and 8% neither agreed nor disagreed.

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.All The Commitments Are Fulfilled Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree No. 42 .

43 .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.

of Respondents Yes No 98% said yes that they are aware about maruti insurance while only 2% said that they were not aware.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. 44 .

of 45 Percentage . 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.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.

No. of Genuine Accessories Yes No Respondents 85 15 Percentage 85% 15% 46 .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.

What is your overall opinion about Maruti ? No.85% said that they were aware of genuine accessories available and 15% said they were not aware. of Choice Very bad Bad Respondents 0 0 47 Percentage 0% 0% .

48 . 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.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.

careful with personal information and is value for money . The overall opinion about maruti is very good.5: FINDINGS AND RECOMMENDATIONS FINDINGS On an average more than 73% people feel that the prices are affordable whereas 12% do not agree. Autocard and Accessories. prices are affordable.CHAPTER. display of merchandise is attractive. Should be more particular about Post Sales Follow Up as it shows the concern of the company with the customer. responds to complaints quickly. attractive discounts are offered. variety of merchandize. vehicle in good condition. • Should put in more efforts to promote Maruti Finance . RECOMMENDATIONS • • More test drives should be offered. availability of product. 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 people’s car as it is satisfactory on all other parameters: knowledgeable sales persons . service at maruti service station is excellent. décor of the waiting area is pleasing. employees spent enough time before and during sales. 49 .

50 .

Q.)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 Décor 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 51 .1) How long have you been associated with Maruti? Q.2.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.

52 .

Q. 53 .4) What is your overall opinion about Maruti? Very Bad 1 Bad 2 Neither Bad Nor Good 3 Good 4 Very Good 5 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.5) How likely would you recommend Maruti? Very Unlikely 1 Date Very Likely 5 Sign 2 3 4 Thank You for your prestigious time.


C. Research Methodology. Websites: • • www. Leon G Schiffman and Leslie Lazar 55 . New Jersey. 2.. Consumer Behavior.BIBLIOGRAPHY Books: • • • Kotler. Second Edition. Marketing Management. India. Prentice Hall. Kothari. Methods & Techniques. John Wiley and Sons. Philip. Ed.

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