G.L.

BAJAJ
INSTITUTE OF MANAGEMENT AND RESEARCH
Approved by A.I.C.T.E., & Affiliated to Dr.A.P.J. Abdul Kalam Technical University
Plot No. 2, Knowledge Park III, Greater Noida, Distt. G.B.Nagar, U.P., India Pin-201306

MINI PROJECT
ON
“ MARKETING STRATEGIES OF MARUTI
SUZUKI”

Submitted For
THE PARTIAL FULLFILLMENT OF THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (MBA)

Under the Guidance of: Submitted By:

Prof. Bhavana Sharma NISHA BHARDWAJ
Supervisor Roll. No. 2008010700141
Batch: 2020-22

1
 G. L. BAJAJ
INSTITUTE OF TECHNOLOGY & MANAGEMENT
GLBITM Approved by A.I.C.T.E. & affiliated to Dr. A.P.J. Abdul Kalam Technical University

Dated:

CERTIFICATE

This is to certify that NISHA BHARDWAJ ..has undertaken this Mini

project work entitled “ MARKETING STRATEGIES OF MARUTI
SUZUKI ” for the partial fulfillment of the award of Master of
Business Administration degree from Dr. A P J Abdul Kalam
Technical University, Lucknow (U. P.).
As per best of my knowledge this Mini project work is an original

piece of work and has not been submitted or published elsewhere.

I wish him/ her all the best for his/her bright future ahead.

Project Supervisor
Department of Management
Studies

2
 G. L. BAJAJ
INSTITUTE OF MANAGEMENT & RESEARCH
GLBIMR Approved by A.I.C.T.E. & affiliated to Dr. A.P.J. Abdul Kalam Technical University

Dated:

CERTIFICATE

This is to certify that …… NISHA BHARDWAJ..has undertaken this Mini

project work entitled MARKETING STRATEGIES OF MARUTI

SUZUKI ” for the partial fulfillment of the award of Master of Business

Administration degree from Dr. A P J Abdul Kalam Technical University,

Lucknow (U. P.).

As per best of my knowledge this Mini project work is an original piece of

work and has not been submitted or published elsewhere.

I wish him/ her all the best for his/her bright future ahead

Project
Supervisor

3
 Department of
Management Studies

G. L. BAJAJ
INSTITUTE OF TECHNOLOGY & MANAGEMENT
GLBITM Approved by A.I.C.T.E. & affiliated to Dr. A.P.J. Abdul Kalam Technical University

Dated:

CERTIFICATE

This is to certify that NISHA BHARDWAJ..has undertaken this Mini

project work entitled “ MARKETING STRATEGIES OF MARUTI

SUZUKI ” for the partial fulfillment of the award of Master of Business

Administration degree from Dr. A P J Abdul Kalam Technical University,

Lucknow (U. P.).

As per best of my knowledge this Mini project work is an original piece of

work and has not been submitted or published elsewhere.

I wish him/ her all the best for his/her bright future ahead.

4
 Head-MBA
Department of Management
Studies

G. L. BAJAJ
INSTITUTE OF MANAGEMENT & RESEARCH
GLBIMR Approved by A.I.C.T.E. & affiliated to Dr. A.P.J. Abdul Kalam Technical University

Dated:

CERTIFICATE

This is to certify that NISHA BHARDWAJ.has undertaken this Mini

project work entitled “… MARKETING STRATEGIES OF MARUTI

SUZUKI ……” for the partial fulfillment of the award of Master of

Business Administration degree from Dr. A P J Abdul Kalam Technical

University, Lucknow (U. P.).

As per best of my knowledge this Mini project work is an original piece of

work and has not been submitted or published elsewhere

5
I wish him/ her all the best for his/her bright future ahea

Dean-MBA
Department of
Managemen

DECLARATION

The research project report on “ MARKETING STRATEGIES OF MARUTI SUZUKI ."

has been undertaken as a partial fulfillment of the requirement for the award of the degree of

Master of Business Administration of Dr. APJ AKTU, Lucknow. I hereby declare that this

Project is my original work and the analysis and findings are for academic purposes only.

This project has not been submitted by the any student earlier to any other institution/

university.

6
 NISHA BHARDWAJ

ACKNOWLEDGEMENT

This project is the outcome of sincere efforts, hard work and constant guidance of not only
me but a number of individuals. First and foremost, I would like to thank MIMT,
GREATER NOIDA for giving me the platform to work with such a prestigious company in
the financial sector. I am thankful to my faculty guide Prof. Priyanka Goswami. for
providing me help and support throughout the Project Report period.

I owe a debt of gratitude to my faculty guide who not only gave me valuable inputs about the
industry but was a continuous source of inspiration during these months, without whom this
Project was never such a great success.

Last but not the least I would like to thank all my Faculty members, friends and family
members who have helped me directly or indirectly in the completion of the project.

NISHA BHARDWAJ

7
 CONTENT
S no TOPIC PAGE

1 Introduction 6-13

2 Review of literature 14

3 Objective 15-26

4 Research methodology 27-47

5 Observation and analysis 48-49

6 Findings 50-51

7 Limitation 52-54

8 Conclution 55

9 Suggetion and recommendation 56

8
10 Appendix 57-65

11 Bibliography 66-67

INTRODUCTION

9
Maruti Suzuki India Limited was established in Feb 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. Suzuki Motor Company was chosen from seven prospective partners
worldwide. This was not only due to their undisputed leadership in small cars but also to their
commitment to actively bring to MSIL contemporary technology and Japanese management
practices (which had catapulted Japan over USA to the status of the top auto manufacturing
country in the world). 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.
The objectives of MSIL then were: Modernization of the Indian Automobile Industry,
Production of fuel-efficient vehicles to conserve scarce resources, Production of large number
of motor vehicles which was necessary for economic growth.
Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an automobile
manufacturer in India. It is a 54.2%-owned subsidiary of Japanese automobile and
motorcycle manufacturer Suzuki Motor Corporation. As of January 2017, it had a market
share of 51% of the Indian passenger car market. Maruti Suzuki manufactures and sells
popular cars such as the Ciaz , Ertiga , Wagon R, Alto, Swift, Celerio , Swift
Dzire and Omni. The company is headquartered at New Delhi. In February 2012, the
company sold its ten millionth (ten million = one crore) vehicle in India.

10
SALES AND SERVICE NETWORK

Maruti Suzuki has 1,820 sales outlets across 1,471 cities in India. The company aims to
double its sales network to 4,000 outlets by 2020. It has 3,145 service stations across 1,506
cities throughout India. Maruti’s dealership network is larger than that of Hyundai, Mahindra,
Honda, Tata, Toyota and Ford combined. Service is a major revenue generator of the
company. Most of the service stations are managed on franchise basis, where Maruti Suzuki
trains the local staff. Other automobile companies have not been able to match this
benchmark set by Maruti Suzuki. The Express Service stations help many stranded vehicles
on the highways by sending across their repair man to the vehicle.

JOINT VENTURE RELATED ISSUES

Relationship between the Government of India, under the United Front (India) coalition and

Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian

media until Suzuki Motor Corporation gained the controlling stake. This highly profitable

11
joint venture that had a near monopolistic trade in the Indian automobile market and the

nature of the partnership built up till then was the underlying reason for most issues. The

success of the joint venture led Suzuki to increase its equity from 26% to 40% in 1987, and to

50% in 1992, and further to 56.21% as of 2013. [18] In 1982, both the venture partners entered

into an agreement to nominate their candidate for the post of Managing Director and every

Managing Director would have a tenure of five years

Company Profile

Maruti Udyog Limited

Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, to
meet the growing demand of a personal mode of transport caused by the lack of an fficient
public transport system. Suzuki Motor Company was chosen from seven prospective partners
worldwide. This was due not only to their undisputed leadership in small cars but also to their
commitment to actively bring to MUL contemporary technology and Japanese management
practices (which had catapulted Japan over USA to the status of the top auto manufacturing
country in the world).
A license and a Joint Venture agreement was signed between Govt of India and Suzuki Motor
Company (now Suzuki Motor Corporation of Japan) in Oct 1982.

The objectives of MUL then were:

Modernization of the Indian Automobile Industry.

 Production of fuel-efficient vehicles to conserve scarce resources.

 Production of large number of motor vehicles, which was necessary for

economic growth. Maruti created history by going into production in a record 13 months. On
14 December 1983, the then Prime Minister of India, Mrs. Indira Gandhi, handed over the
keys of the first car to Mr. Harpal Singh of Greater Noida .
Volume targets were routinely exceeded, and in March 1994, we became the first Indian

12
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 except 2011-2012. In 2012-13, we made a profit (before tax) of Rs 1183
million. In 2013-14, the profit (before tax) rose to Rs 2821 million, recording a growth of
138.4% over the previous year. We revolutionized the way Indians looked at cars. "No other
car company so completely dominates its home market" - (The Economist). 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 three
times in a row (2011, 2012, and 2013)

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 the best equipment alone cannot guarantee high quality and productivity. 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 programme.

INTERNATIONAL

Maruti has a strong international presence with sales in over 70 countriesworldwide

spanning from Europe, South and Central America, Africa, Oceania and Asia. In the map
above, the areas shaded in blue indicate our presence.Our total exports till July 2006 was over
323000 vehicles. Over 75% of these vehicles have been exported to Europe. The
internationally popular Alto has carved a niche for itself in extremely competitive and

13
technologically advanced European countries like Netherlands, UK, Finland, Sweden,
Greece, Italy,

Belgium, and in South America.Building on our performance record and the ties of trust we
have forged over the years, we remain committed to our corporate vision of being an
internationally competitive company in terms of products and services, and providing value
and satisfaction worldwide.For successfully carving out this niche in international marketing,
the Government of India has awarded us the Golden Star Trading House status.

EXPORT MODEL

The Alto has replaced the Zen Estilo/Alto in Europe from February 2012. Since then, it has
been creating waves in the competitive compact car markets of Europe.The Alto 800 was
shown for the first time at the Geneva Motor Show in February 2012. Our istributors then
formally launched the Alto in their respective countries.The first country to launch the Alto
was the Netherlands, which is our biggest and most important export market, and to which
we exported over 56,000 vehicles till March 2012. The launch function was held on 30th
March 2012 and the highlight of this function was a fuel economy rally in which only
journalists from prominent newspapers and auto magazines participated. Our distributors, BV
Nimag, report that the Alto is a hit with the press and received very good reviews. What
followed was way beyond their expectations. People waited for hours to have a test drive.
Around 500 cars were sold on the first day itself and 2300 cars were booked in the first
fifteen days. This tremendous response led to the distributor doubling his planned purchases
of the model for the year April 2012-March 2013 to 9000 cars.We will export the New
Alto800 to the following European countries: Austria, Belgium, Finland, France, Germany,
Greece, Ireland, Italy, Netherlands,

and UK. Orders for 900 units from Sweden have already come inSwitzerland.

Major players in the automobile industry and their brands:

14
MARUTI SUZUIKI 1. 800
2. Omni
3. Maruti Zen (Discontinued, but revived and re-branded as the
Zen Estilo)
4. Alto
5. Esteem
6. Baleno - (Discontinued)
7. Gypsy
8. Swift
9. SX4
10. WagonR
11. Versa
12. Zen Estilo - First Generation Suzuki MR Wagon
13. Grand Vitara - First Generation Suzuki Grand Vitara

 Sumo
 Safari
TATA MOTORS
 Indica
 Indigo
 Indigo Marina
 TL

HYUNDAI  Santro (sold as the Santro Xing)

 Accent (2nd generation)
 Sonata (sold as the Sonata Embera)
 Verna (3rd generation Accent)
 Getz (sold as the Getz Prime)
 Elantra (3rd generation)
 Terracan (discontinued)

15
  Tucson

HONDA  Accord

 City

 Civic
 CR-V

FORD  Ikon
 Endeavour
 Fusion
 Fiesta

TOYOTA  Qualis (Discontinued) – 3rd Generation Toyota Kijang

 Camry - 6th Generation Toyota Camry
 Corolla - 9th Generation Toyota Corolla
 Innova
 Land Cruiser Prado

1. Estilo

Maruti launched all new Estilo. If you are wondering why I dropped Zen from this car's name
then let me explain. Estilo has got Wagon R's engine and chassis and Suzuki MR Wagon's
shape. Whatever remains is taken from Zen, well does anything remains actually? Yes,
Name! Name is taken from Zen, 'Zen Estilo'. In essence it’s stylish Wagon R, Japan's MR
Wagon, combination of the two or anything but Zen. It seems Maruti wants to exploit Zen
brand-image hence named this car after Zen. Zen Estilo has the same engine (1061cc, 64.8ps,
84Nm, 4-cylinder, 16-valve, MPFI F10D Petrol) under the hood that is found in Maruti
Wagon R. Absolutely nothing has been changed except for the fact that this engine is much

16
refined and is slightly better at responsiveness and fuel economy. This simply translate into
'Zen Estilo is a bit faster and more fuel economic than Wagon R'. Due to highly good
drivability, driving in city would be more fun with Zen Estilo. Electronic Power Steering (not
available in LX version) really helps in crowded traffic. Owning and maintaining Zen Estilo
won't be a problem; engine is proven reliable and virtually maintenance-proof.

2. Wagon R Duo

At first glance the MarutiWagonR Duo looks quite normal. Well, that is if you think the
WagonR's boxy looks are normal to start to start with. Frankly, for a car that has to get
around a city, I really don't care, because the Duo is all about CNG, and the fact that it is first
factory fitted CNG car in India. Factory-fitted means one major plus, your warranties don't
get voided because of the gas fitment. There is no denying the cars cost advantage, this is the
cheapest Maruti vehicle to run, and that in it is a massive statement. The redesign of the car
hasn't just meant a fresh exterior look; it has also meant new interior - rotary controls on the
panel and a very neat looking display with an all-new Speedo

The problem is that despite the not insignificant cost savings, you save a rupee a kilometer on
CNG over Petrol, which even makes the extra Rs 24000 you have to pay for the car seem
worth it, the Duo just wheezes at times. And this is despite two important facts, first CNG has
more energy than CNG (that other gas) and because this is a company-designed car, Maruti
engineers have really played around with the engines tuning.

3. Swift

Competing with the other cars of Maruti, Maruti Swift is gradually making its position in the
world of mid-sized family car. Maruti Swift has come up with the special technical
specifications of 16 valve 4-cylinder, 1300 cc engine generating power. Maruti swift is
equipped with various safety features and well advanced equipments. 3 assist grips, 3 spoke
urethane steering wheel, antenna, cabin light (3 position), console box (lower), cup holders
(front 2, rear1), front door trim pockets, green tinted glass window, halogen headlamps,
headlamp leveling device, heater and manual Air conditioning, OVRM (internally adjusted),
rear fog lamps, wind screen wiper 2 speed plus 1 speed intermittent, tailgate opener key type,
trip meter (digital display), sun visors (both sides), brake assist , child lock (rear door), high
mounted stop lamp, power steering, rear seat belts etc. are the

17
features available in this model. Apart from the features found in other model, striking
features of this model are black colored A & B pillars, 12v accessory socket in center
console, day and night rear view mirror, door ajar warming lamp, driver's seatbelt warning
lamp, tachometer, driver's seat belt warning lamp, vanity mirrors (sun visor co-driver side),
rear seat head restraints, fabric accented door trims, central door locking (4 door), front and
rear electronic windows, front fog lamps, light off/ key reminder, manual air-conditioning,
key not removed warning buzzer, etc

4. MarutiBaleno

This mid size car with its bold and elegant looks along with its smart performance

is becoming the part of the dream of many car lovers.

Colors

 Pearl Silver
 Silky Silver
 Superior White
 Midnight Black
 Bean Blue

Along with the features present in Lxi, there are many other extra features available in this
model like leather steering cover, automatic climate control, rear spoiler with LED stop lamp,
stylish alloy wheels, MP3 music system, silver finish centre garnish, remote keyless entry
etc.Has various effective comfort and safety features like tilt adjust power steering, central
lock door locking, electric windows, tachometer, trip meter, "key not

removed" warning buzzer, AC illumination system, cigarette lighter, ash tray illumination,
electrically operated AC louver switches, semi concealed windshield wiper (2 speed plus 2
controlled intermittent), front and rear mud flaps, day/night inside rear view mirror, velour

18
floor carpet, front door armrests and pockets (both sides), rear door child lock, lockable glove
box, side impact beams etc.

5. Maruti Esteem

Sophisticated big structured Maruti Suzuki esteem is one of the old car of the arutiUdyog
group. To run this huge car its engine is made of lightweight all-aluminum. This
contemporary engine has capacity of 65 bhp at 6000 rpm.According to *Mileage (Auto India,
Nov 2005), Esteem holds the topmost position on mileage among the other category of cars
including the small cars.

There are three models of Maruti Suzuki Esteem:

 Maruti Esteem (Lx)

 Maruti Esteem (Lxi)
 Maruti Esteem (Vxi)

The basic model of Maruti Suzuki Esteem includes various safety features and unique
configuration in it. Air conditioned Maruti Suzuki Esteem for the comfort of the owner
provides the facilities of cabin heater, front seat back pockets (both sides), front door pockets
(both sides), air flow controls, remote operated fuel tank lid and trunk lid, coat hanger hook
on grip assistance etc. Instrument panel of this model includes tachometer and speedometer
with sporty dial. Security measurement of this model has headlamp leveling device,
collapsible steering column, lockable glove box, childproof rear door locks, halogen
headlamps, prismatic day-night inside rear view mirror etc.This model is more upgraded
version of Maruti Suzuki (Lx). Apart from the features that are already in MarutiSuzuki (Lx),
there are other few more added features existing in Maruti Suzuki (Lxi). For comfort these
models specially have rear view mirror on the left side, power steering and power window
(front).

19
 Hyundai Motor

Hyundai Motor India Limited (HMIL) was established in 1996 and is a wholly owned
subsidiary of South Korean multinational, Hyundai Motor Company. HMIL is the fastest
growing and the second largest car manufacturer in India and presently selling 30 variants of
passenger cars in six segments. The Company has set up more than 70 dealer workshops that
are equipped with the latest technology, machinery, and international quality press, body and
paint shops, across the country, thereby providing a one-stop shop for a Hyundai customer.

Hyundai also has a fleet of 78 emergency road service cars that can provide emergency
service to all its customers anytime, anywhere.

6. Hyundai Santro

In the field of mid size car, Santro Xing is capturing the market very rapidly. Its design, style,
space and other special features has made it one of the highest purchasable cars among any
economy class.

It has five variants:

 Santro XK
 Santro XK (Non AC)
 Santro XL
 Santro XO
 Santro AT

Along with the other features that are present in Santro XK (Non AC), other features present
in this model are air conditioner, day and night inside rear view mirror, chrome1 radiator
grille etc. Along with the features available in Santro XK, added features in this model are 4
doors CLS, passenger side OVRM, tinted glass, map pocket front door driver side, front door

20
full size arm rest, and door trim with fabric insert, hydraulic power steering, power windows
(front) etc

7. Getz

Hyundai Motors launched small family car Getz at August 2004. Euro III emission

norms fulfilled Car, Getz powered by 1300 cc. engine. Only the petrol version of

this car was launched initially.

There are four variants found in this car:

 Hyundai Getz GLS

 Hyundai Getz GLX
 Hyundai Getz GVS

This model has highly advanced features like AC with 4 speed blower, ash tray w/o
illumination, center console w/o pen and jug holder, 60:40 rear seat split, vanity mirror
passenger side, rear defogger, height adjustable seat belts (front), waist line molding, tilt
steering, map pockets, front and rear power windows, rear seat back inclination (4 position),
digital clock, rear wiper and washer, front for lamp, body color radiator grille, rear bumper
reflectors, rear mud guard etc. Few features to view comfort and safety in mind, this model
are being specially equipped with rear wiper and washer, rear defogger, alloy wheels etc.
This model has few important features like height adjustable front seat belts, body colored
radiator grille, rear bumper reflectors etc.

8. Hyundai Accent
Hyundai Accent was ceremonially launched at Frankfurt International Motors Show on 15
September 1999. It came in two versions, i.e. Petrol and Diesel Versions in India initially,
while in Europe it was introduced only with the Petrol version. Initially Accent came up with
the manual transmission which in turn started getting available in automatic transmission. To
know about the models of

21
this car, please see this following text:

 Hyundai Accent GLE

 Hyundai Accent GLS
 Hyundai Accent Viva
 Hyundai Accent Viva CRDi
 Hyundai Accent CRDi

This model has many distinctive features like 60:40 split folding rear seats, automatic trunk
lamps, body colored door handles, bumper with or without molding, door trims and consoles,
high mounted stop lamps (HMSL), Mist (one stoke wiper blades), semi cloth upholstery, trip
odometer, rear license garnish, waistline molding, wiper (3 no. of speed), cross bar under
dash board, crumple zone, dual horn, engine sub frame etc. Features that are striking in this
models are tinted glass, remote boot release, split rear seats, tachometer, remote fuel cap
release, sun visors with vanity mirror, power telescopic antenna, luxury full cloth upholstery,
energy absorbing collapsible steering column, full size wheel cover etc.

9. Verna

The most awaited Verna finally launched in India. Verna can be considered as one of the
most shock wave-creating cars in India; within first five days of its launch over 2000 Verna
cars had been sold. Competition seems to be in shock.Comfort levels are quite good, I wasn't
expecting them to be like this, and there is marginal refinement over Accent. Suspensions
give you a feel, 'yes this car is meant for India', no bumpy rides. Car handles very well too.
Interiors are not class, as expected, though they don't give a cheap feeling at all. City is way
ahead of Verna in interiors and room. Driving position is good and to make it even better,
height-adjustable driver-seat is provided in higher versions. AC is quite effective, cools the
cabin quickly. Due to enough power, switching on AC

doesn't make any difference in performance. Exterior design is satisfactory. Its neither great
to boast about nor is bad to complaint about. Like all other Hyundai car designs, people have
started to criticize Hyundai for design of Verna. After having first glance of Verna, one of
Carwale.com colleagues called out, 'hey, it looks like Baleno from front and Fiesta from
behind!’ You can't help it, it’s inevitable with Hyundai. ABS is available as optional across

22
the range. It’s a bit disappointing that Airbags are not provided even as optional. Central
Locking is available as standard feature in all the versions and keyless entry in petrol

versions except the lowest-end Verna i. Finally Indian automotive industry is taking good
shape. We have enough options in every segment available. From Maruti to Tata to Honda to
Volkswagen to BMW to Porsche, every major world car player is interested to sell its cars to
Indian people.Everyday we have news about some new launch. Verna is just launched and
Ford has just announced launch of 1.6 TDCi (diesel) in two months time, Maruti has
confirmed discontinuation of Baleno and arrival of new Baleno

Tata Motors Limited

Tata Motors Limited is India's largest automobile company, with revenues of Rs. 24,000
crores in 2005-06. Its name comes first in the category of commercial vehicles and the second
largest in the passenger vehicles, mid size car and utility vehicle segments. The company is
the world's fifth largest medium and heavy commercial vehicle manufacturer.
Over 3.5 million Tata vehicles are moving on Indian roads, since 1954. Its manufacturing
plant is located at Jamshedpur, Pune and Luck now

10. Tata Indica V2

Having attributes of three popular cars, Tata Indica is ruling the market. Making of Tata
Indica with the concept of main distinguishing features of three popular cars i.e., with the
overall structure of Maruti Zen, interior space like ambassador and cost nearly like Maruti
800 was a challenging venture of Tata Motors.Its fully foldable rear seat has made this car
more accommodating for extra luggage. For safe and secure driving and to give proper
comfort, side-impact beams, rigid monochrome frame and child safety locks are attached to
this car.

23
Different Tata Indica models are:

 Tata Indica V2
o DLX
o DLG
o DLS
o DLE

With its market catching looks and few striking features have set a trend for the choosy
buyers. Its power steering, central locking system, four power windows have not only made
this comfort driving car but also give assurance for the safety. To mention more about
convenience of driving, HVAC system provides good cooling effect even in a sultry summer
days. Door handles, body colored bumpers, ORVM and wheel arch flair are few more
advantages that the owner of this car can easily avail.To assure safer driving along with the
elegance and appeal of the car, this model is equipped with body colored bumpers, the wheel
arch flairs, internally adjustable OVRM and central locking system. To avoid any
inconvenience in operating the window, front windows are power windows. To avoid the
scorching heat in a summer days, HVAC system of cooling can soothe anybody inside the car

11. Tata Indigo

Indigo with its market catching features like leather upholstery, beige interiors, LCD screen
etc has made its position in the automobile industry.

Indigo is available in Petrol and Diesel models.

 Petrol Variants
o Indigo GLE
o Indigo GLS
o Indigo GLX

24
It is equipped with various features like manual power steering, manual front and

rear windows, grey bumpers, half wheel covers, partial fabric lining on seat, molded roof
lining, high mounted stop lamp etc. To mention few of the features present in this model
along with the features of rest of the two models, there is available power steering and power
windows, rear fog lamps, rub rails on door, full wheel covers, both sides outer rear view
mirrors, rear defogger, central locking, audio warning signal for driver seat belt and many
more.

12. Indigo Marina

Fully equipped with 32 bit micro processor and 1405 cc MPFI Petrol engine, this variant
delivers maximum power of 85 PS @ 5500 rpm and maximum torque of 11kgm @ 3000
rpm.It has various features like AC system,2 spoke wheel, grey bumpers, chrome-

plated grill lip, black door handles, roof rails, partial wheel covers, digital clock, internal
antenna, partial fabric seats, anti-submarine type front seats, child safety locks on rear doors,
collapsible steering column, side impact beams etc.This model along with the features of
Indigo Marina GLE comes with various other features like HVAC system, aluminum gear
shift knob, 4 spoke wheel, power steering, body colored bumpers, rub rails on door, full
wheel covers, stylish grip and cover for hand brake lever etc.

25
Chevrolet

Its king like entry happened in India in 1928 with its National Series AB touring. Reliability
of this car was proved by its 171 cubic inches, 24.7hp four cylinder

engines.
General Motors, parent company of Chevrolet, was the first in setting up assembly plant in
India. First office of Chevrolet was located at Mumbai and its assembly plant was in Sewree.

13. Chevrolet Aveo

With the assurance of safety and technologically advanced equipments, Chevrolet Aveo
provides complete statement of reliability and efficiency. Safety features like tailor welded
blanks, high- strength steel structure, B-pillar, height adjustable safety belt anchors, rear child
safety door locks, front safety belt pretensionetc really confirm the security of the passenger.

It has four variants:-

 Aveo 1.4 E*
 Aveo 1.4
 Aveo 1.4 LS
 Aveo 1.6 LT

It is well equipped with 1.4L DOHC 94 PS, 5 Speed MT, chrome radiator grille, wide 185/60
R14 tyres, pullout type door handle, two tone beige interiors, power steering and power
window, central locking, rear defogger with timer, remote trunk lid opener, engine service
soon indicator etc. It is well equipped with 1.4L DOHC 94 PS, 5 Speed MT, chrome radiator
grille, wide 185/60 R14 tyres, pullout type door handle, two tone beige interiors, power
steering and power window, central locking, rear defogger with timer, remote trunk lid
opener, engine service soon indicator etc. Its main mentionable features along with the other

26
features which are associated with the rest of the models, are 1.6L DOHC 102 PS, 5 speed
MT; double DIN MP3 system with 6 speakers; rear spoiler with CHMSL; chrome coated
exterior handles and trunk lid garnish; 14" alloy wheels;electrically adjustable OVRM; wood
finish on IP and door trim; car alarm and key less entry system.

14. Optra

With its 1.8 litre engine capacity runs up to 8.1 kmpl inside the city crowd roads and 11.2
kmpl on the highway. Its luxurious and comfortable interior include center console, entral
armrest, flip down rear armrest, automatic climate control air conditioners, enough legroom
space, sunglass holder, mobile phone holding space in the rear door, cup holders etc.

It has various variants:

 1.6 Elite
 1.6 LS Elite
 1.6 LT Royale
 1.8 LT
 1.8 LT AT

It is equipped with various comforts and safety features like driver seat height adjuster; plush
feel beige fabric, silver finish on control panel and luxurious wood finish on IP and door
boards etc. Along with the features present in 1.6 Elite, this is available with tilt steering,
remote keyless entry with chirp and trunk opening, AWIS, driver seat lumbar support, front
fog lamps, body colored outside mirrors and door handles etc. There are many extra features
present in this model along with the features of 1.6 LT Royale like automatic climate control
system, all round wood finish including Centre Panel, tilt adjustable front headrests, 15" alloy
wheels with ABS and EBD as option at extra cost, rear disc brakes, dual airbag, double DIN
audio system with 5 CD changer.

27
In more ways than one, the year 2011-12was a watershed year for Maruti Suzuki India Limited
(MSIL). The company has consolidated and initiated a new growth momentum. There have
been several developments, of which it is useful to begin with three.

 First, driven by renewed vigor and aggression in the market, Maruti recorded its highest ever sales
of over 4.72 lack vehicles in the domestic & export markets which resulted in gross sales revenue of
Rs.112,840 million — a growth of 25.8 percent over 2009-10. It is the highest top-line growth
in the last seven years.

 Second, this high sales growth, coupled with significant improvements in operational efficiencies,
has translated into much higher returns on investment. Earnings per share (EPS) more than trebled
from Rs.9.14 in 2010-11to Rs.21.77 in 2007-08.

 Third, the Government of India divested a majority of its shares through an initial public offer
(IPO) and made way for greater participation from you — the shareholders – in the fortunes of
India’s leading passenger car manufacturer.

In a nutshell, therefore, 2009-10 marks the beginning of a new journey for your company,
as it restructured itself in the face of stiff competition and entered a new high growth phase.

The sharp revival in the Indian economy — from 6per cent GDP growth in 2010-11 to 8.8 per
cent in 2011-12— has definitely assisted your company in increasing revenue. This is the
highest GDP increase recorded by India since the advent of economic liberalization, and the
country has become one of the fastest growing economies of the world .This has considerably
increased per capita disposable income which, coupled with much easier availability of
significantly cheaper consumer finance, has driven automobile sales.

Historically, the fortunes of automobile industries across the globe are strongly correlated
with macro-economic parameters and the performance of the industrial sector. Chart A plots
growth in GDP, industry, passenger vehicle (PV) sales volumes and total automobile sales
volumes – and emphasizes this correlation. In 2011-12, the Indian passenger car and multi-

28
utility vehicles market finally reached efficient scales of nearly a million. Although the
improved economic environment helped growing automobile sales, it was not a totally
smooth drive for the Indian automobile industry. An increase in the number of players and
models has resulted in fierce competition — driving down prices across all segments. The
industry also witnessed significant rise in prices of key raw materials like steel, rubber and
plastics. Thus, profit margins were under pressure.

Maruti has always believed in size and spread. When the Indian automobile industry was
reconciled to around 40,000 cars in early 1980’s, MSIL was the first company that aspired to
sell 100,000 cars a year. The aspiration of being the market leader with high sales volume
continues to be intrinsic to your company’s philosophy. This belief has held the company in
good stead during 2011-12— where the strategy of pushing volume growth resulted in
higher margins due to the positive effects of better capacity utilization. Improved
operational efficiencies, which are largely due to the transfer of technology, systems and
work culture from (MSIL) majority shareholder.

Suzuki Motor Corporation (SMC) — has also contributed to the improved returns on
investments. In 2010-11, the company has had record growth in bottom-line and return on
investments. Here are some numbers.

 Net profit margin (PAT/total income) increased from 2 per cent in 2011-12 to 5.6 per cent in
2010-11.
 Return on average capital employed (ROCE) increased from 9.9 per cent in 2007-08 to 22.3 per
cent in 2008-09.
 Return on average net worth (RONW) increased from 5.2 per cent in 2007-08 to 16.5 per cent in
2008-09.
 Earnings per share (EPS) increased from Rs.5.14 in 2007-08 to Rs.18.77 in 2008-09, while cash
EPS increased from Rs.17.79 in
2007-08 to Rs.38.39 in 2010-11.

MSIL also witnessed a key structural change during 2008-09. The company was originally set
up as a joint venture between the Government of India (GOI) and SMC to provide the average
Indian with a reliable and affordable car. Today, 20 years hence, MSIL has come a long way

29
from charting the initial growth of the Indian automobile industry to becoming one of India’s
leading business organizations

-which has also promoted overall industrial growth through its linkages with vendors. GOI
played a key role in supporting Maruti’s growth. In 2010-11, GOI divested a bulk of its shares
in the company to the public.

GOI offered 72,243,300 equity shares, which is 25 per cent of the company’s share capital, for
sale to the public through the book-building route. Even in a somewhat bearish stock market,
the issue was fully subscribed within three hours of its opening. In fact, it was over -
subscribed nearly 10 times at the floor price. Encouraged by the overwhelming response, GOI
exercised the green-shoe option, and offloaded an additional 10 per cent of the issue size
(equivalent to 7,224,300 equity shares).

Thus, MSIL is now a listed company in Indian stock exchanges (Bombay Stock Exchange
&National Stock Exchange) with Suzuki Motor Corporation having 54.2 per cent share
ownership. Today, GOI owns 18.3 per cent of MSIL’s ordinary shares, while 27.5 per cent is in
public hands.

MSIL is a company which is constantly reinventing itself in a sector that is on the move. In the
course of the following sections, we shall discuss markets, operations and financials of
Maruti during 2008-09, and analyze the rapid external and internal transformations in its
business. All data pertaining to markets is based on figures released by Society of Indian
Automobile manufactures.

30
The Revolution

Maruti created history by record production in 13 months. On 14 December 1983, the then

Prime Minister of India, Mrs. Indira Gandhi, handed over the keys of the first car to Mr.

Harpal Singh of Delhi. Volume targets were routinely exceeded, and in March 1994, it

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 3.5 million vehicles by December

2001. 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 we generated operating profits

on an income of Rs 92.5 billion, high depreciation on new model launches resulted in a book

loss. We are again on track for profits in 2001-02, with a profit of Rs 300 million in the first

half. In this period, sales were increased by 5.3%, against an industry decline of 6.1 %. We

revolutionized the wav Indians looked at cars. "No other car company so completely

dominates its home market" - (The Economist). Despite there being 11 companies now in the

passenger car market, Maruti holds about 60 % of the total market share. MSIL is also 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).

31
 SOME IMPORTANT MILESTONES

 1983 – First car, the 796 cc hatchback Maruti 800 launched

 1984 – Maruti Omni van launched

 1985 – Maruti Suzuki Gypsy launched

 1990 – Three box 1000 cc car Maruti 1000 launched

 1993 – Zen launched

 1994 – Esteem 1.3 litre (1298 cc, three box car) launched

 1997 – New Maruti 800 (796 cc, hatchback car) launched in Standard and Deluxe
versions

 1999 – Wagon R and Baleno launched

 2000 – Alto launched

 2001 – Versa launched

32
 2002 – Alto Lxi – Spin launched, Wagon R Pride is launched, Esteem Diesel
launched and all variants upgraded

 2003 – The new Grand Vitara launched

 2004 – Maruti Suzuki Swift launched

 2006 – Zen Estilo and Swift D’zire launched

 2007 - SX4 luxury Sedan launched with the tagline “Men are back”

 2008 – MSIL launches fifth world strategic model A-Star

 2009 – Maruti Suzuki launches Ritz

 2010 – Maruti Suzuki Launches K10

 2012- In this year two cars launches Ertica and Alto 800

 2014- MSIL launches Celerio and Ciaz(Sedan)

 2015 – Baleno and S-Cross launched

 2016 – Vitara Brezza(Mini SUV)

 2017 – Launched Ignis and Baleno RS

33
 REVIEW
OF
LITERATURE

34
 Shashank Srivastava (2012) GM Maruti Suzuki has mentioned that the consumer is
price conscious and the brand loyalty is diminishing because of the number of options
in each segment moreover the customers are ready to experiment today.

 Peyton, R.M. (2013) in their working paper submitted at the Allied Academies
International Conference presented a comprehensive review of the literature on
various Customer Satisfaction and Dissatisfaction (CS/D) theories proposed. The
literatures are specifically prior to the 1990s. This review focuses on the major
components of the decision-making process, also addresses the measurement-related
issues relevant to this body of literature.

 Willard Hom (2014) presents two broadly classified customer satisfaction models
viz. Macro-models, which place the customer satisfaction among a set of related
constructs in marketing research and Micro-models, which theorize the elements of
customer satisfaction. The paper also gives various models of customer satisfaction
from the perspective of the marketing research discipline

 Vavra, T.G. (2016) in his book suggests specific programmes to improve the
measurement of customer satisfaction in an organization. The author describes five
critical skills required for this taskviz.sampling /customer-participant selection,
questionnaire design, interviewing /survey administration, data analysis, and quality
function deployment-building action plans

35
OBJECTIVES

36
The study has been under taken to analyze the marketing stratetgy of MARUTI SUZUKI in
GURGAON with a special reference to the RKBK AUTOMOBILES (P) LTD., the other
objectives are:
 To gather information about marketing strategy of MARUTI SUZUKI in the geographic
region of GURGAON .
 To know the different techniques used by MARUTI SUZUKI for maximum sale in the
city.
 To know the customer satisfaction about the safety and comfort provided by MARUTI

SUZUKI.

 To provide suggestions, in improving the customer satisfaction and the company sales
and profitability
 To know the customer satisfaction towards the after sales service offers by MARUTI

SUZUKI so that more attraction of customers can occur.

37
 RESEARCH
METHODOLOGY

38
A research process consists of stages or steps that guide the project from its conception
through the final analysis, recommendations and ultimate actions. The research process
provides a systematic, planned approach to the research project and ensures that all aspects of
the research project are consistent with each other.

Research studies evolve through a series of steps, each representing the answer to a key
question.

RESEARCH DESIGN

I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which
certain issues shall be selected, which I feel remain unanswered or liable to change, this shall
be further taken up in the next stage of exploratory research. This stage shall help me to
restrict and select only the important question and issue, which inhabit growth and
segmentation in the industry.

The various tasks that I have undertaken in the research design process are :

 Defining the information need

39
  Design the exploratory, descriptive and causal research.

RESEARCH PROCESS

The research process has four distinct yet interrelated steps for research analysis It has a

logical and hierarchical ordering:

 Determination of information research problem.

 Development of appropriate research design.

 Execution of research design.

 Communication of results.
Each step is viewed as a separate process that includes a combination of task, step and
specific procedure. The steps undertake are logical, objective, systematic, reliable, valid,
impersonal and ongoing.

EXPLORATORY RESEARCH

The method I used for exploratory research was

 Primary Data

40
  Secondary data

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data which

is previously gathered data. An example is information gathered by a questionnaire.

Qualitative or quantitative data that are newly collected in the course of research, Consists of

original information that comes from people and includes information gathered from surveys,

focus groups, independent observations and test results. Data gathered by the researcher in

the act of conducting research. This is contrasted to secondary data, which entails the use of

data gathered by someone other than the researcher information that is obtained directly from

first-hand sources by means of surveys, observation or experimentation.

Primary data is collected by getting questionnaire filled by the respondents.

SECONDARY DATA

Information that already exists somewhere, having been collected for another purpose.
Sources include census reports, trade publications, and subscription services. There are two
types of secondary data: internal and external secondary data. Information compiled inside or
outside the organization for some purpose other than the current investigation Researching
information, which has already been published? Market information compiled for purposes
other than the current research effort; it can be internal data, such as existing sales-tracking
information, or it can be research conducted by someone else, such as a market research
company or the U.S. government.

Secondary source of data used consists of books and websites

41
My proposal is to first conduct a intensive secondary research to understand the full impact
and implication of the industry, to review and critique the industry norms and reports, on
which certain issues shall be selected, which I feel remain unanswered or liable to change,
this shall be further taken up in the next stage of exploratory research.

DESCRIPTIVE RESEARCH

STEPS in the descriptive research:

Statement of the problem

 Identification of information needed to solve the problem

 Selection or development of instruments for gathering the information

 Identification of target population and determination of sampling Plan.

 Design of procedure for information collection

 Collection of information

 Analysis of information

42
  Generalizations and/or predictions

APPLIED STATISTICAL TOOLS

Graph and Pie-chart are used as statistical tools for hypothesis ,for interpretation and for

recommendation.

DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire
method has come to the more widely used and economical means of data collection. The
common factor in all varieties of the questionnaire method is this reliance on verbal responses
to questions, written or oral. I found it essential to make sure the questionnaire was easy to
read and understand to all spectrums of people in the sample. It was also important as
researcher to respect the samples time and energy hence the questionnaire was designed in
such a way, that its administration would not exceed 4-5 mins. These questionnaires were
personally administered.

The first hand information was collected by making the people fill the questionnaires. The
primary data collected by directly interacting with the people. The respondents were
contacted at shopping malls, markets, places that were near to showrooms of the consumer
durable products etc. The data was collected by interacting with 100 respondents who filled
the questionnaires and gave me the required necessary information. The respondents
consisted of housewives, students, businessmen, professionals etc. the required information
was collected by directly interacting with these respondents.

43
 DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION

It is a description of the characteristics of that group of people from whom a course is

intended. It attempts to describe them as they are rather than as the describer would like them
to be. Also called the audience the audience to be served by our project includes key
demographic information (i.e.; age, sex etc.).The specific population intended as beneficiaries
of a program. This will be either all or a subset of potential users, such as adolescents,
women, rural residents, or the residents of a particular geographic area. Topic areas:
Governance, Accountability and Evaluation, Operations Management and Leadership. A
population to be reached through some action or intervention; may refer to groups with
specific demographic or geographic characteristics. The group of people you are trying to
reach with a particular strategy or activity. The target population is the population I want to
make conclude an ideal situation; the sampling frames to matches the target population. A
specific resource set that is the object or target of investigation. The audience defined in age,
background, ability, and preferences, among other things, for which a given course of
instruction is intended.

44
I have selected the sample trough Simple random Sampling

SAMPLE SIZE:

This involves figuring out how many samples one need.

The numbers of samples you need are affected by the following factors:

 Project goals

 How you plan to analyze your data

 How variable your data are or are likely to be

 How precisely you want to measure change or trend

 The number of years over which you want to detect a trend

 How many times a year you will sample each point

 How much money and manpower you have

I have targeted 100 people in the age group above 21 years for the purpose of the research.
The target population influences the sample size. The target population represents the
GURGAON regions.The people were from different professional backgrounds.

45
The details of our sample are explained in chapter named primary research where the
divisions are explained in demographics section.

ERRORS IN THE STUDY

Interviewer error

There is interviewer bias in the questionnaire method. Open-ended questions can be biased by
the interviewer’s views or probing, as interviewers are guiding the respondent while the
questionnaire is being filled out. The attitudes the interviewer revels to the respondent during
the interview can greatly affect their level of interest and willingness to answer openly. As
interviewers, probing and clarifications maximize respondent understanding and yield
complete answers, these advantages are offset by the problems of prestige seeking, social
desirability and courtesy biases.

Questionnaire error

The questionnaire designing has to careful so that only required data is concisely reveled and
there is no redundant data generated. The questions have to be worded carefully so that the
questions are not loaded and does not lead to a bias in the respondents mind

Respondent error

46
The respondents selected to be interviewed were not always available and willing to co
operate also in most cases the respondents were found to not have the knowledge, opinion,
attitudes or facts required additionally uninformed response errors and response styles also
led to survey error.

Sampling error

We have taken the sample size of 100, which cannot determine the buying behavior of the
total population. The sample has been drawn from only local Capital Region.

REASEARCH DESIGN

Research design is a conceptual structure within which research was conducted. A research
design is the detailed blueprint used to guide a research study towards its objective. It is a
series of advanced decision taken together comprising a master plan or a model for
conducting the research in consonance with the research objectives. Research design is
needed because it facilitates the smooth sailing of the various research operations, thereby
making research as efficient as possible yielding maximum information with the minimum
effort, time and money.

HYPOTHESIS

In statistics , a null hypothesis (H0) is a concept which arises in the context of statistical
hypothesis testing.A common convention is to use the symbol H 0 to denote the null
hypothesis. The null hypothesis describes in a formal way some aspect of the statistical

47
behavior of a set of data and this description is treated as valid unless the actual behavior of
the data contradicts this assumption. Statistical hypothesis testing is used to make a decision
about whether the data does contradict the null hypothesis: this is also called significance
testing. A null hypothesis is never proven by such methods, as the absence of evidence
against the null hypothesis does not establish the truth of the null hypothesis. Failing to reject
H0 says that there is no strong reason to change any decisions or procedures predicated on its
truth, but it also allows for the possibility of obtaining further data and then re-examining the
same hypothesis.

The alternative hypothesis (or maintained hypothesis or research hypothesis) and the null
hypothesis are the two rival hypotheses whose likelihoods are compared by a statistical
hypothesis test Usually the alternative hypothesis is the possibility that an observed effect is
genuine and the null hypothesis is the rival possibility that it has resulted from chance.

The classical approach is to calculate the probability that the observed effect (or one more
extreme) will occur if the null hypothesis is true. If this value (sometimes called the "p-
value") is small then the result is called statistically significant and the null hypothesis is
rejected in favor of the alternative hypothesis. If not, then the null hypothesis is not rejected.
Incorrectly rejecting the null hypothesis is a Type I error; incorrectly failing to reject it is a
Type II error.

48
OBSERVATION
AND
49
 ANALYSIS

SURVEY OF POPULATION AND SAMPLE SIZE AND LIMITATIONS

1. The survey of population is limited to the respondents are selected from in and around

GURGAON.

2. The sample unit was also 100 respondents.

Table No. 1

Satisfaction towards maruti Suzuki

Satisfied Dissatisfied
78% 22%
50
Figure:1

51
Satisfied Toward Maruti Suzuki(%)

22%

Satisfied
Dissatisfied
78%

52
Interpretation 1:

The sample drawn on probability basis shows that 78% of the customers were satisfied with
maruti Suzuki(ALTO&SWIFT)variant and only 22% were not satisfied with maruti suzuki
(ALTO&SWIFT).

Observation:

Most of the respondents approached were satisfied with Maruti Suzuki(ALTO&SWIFT).

Table No: 2 Factors affectingcustomer satisfaction towards Maruti Suzuki.

Factor No. of Respondent Percentage

Features 18 12%
Low Maintenance 51 34%
Comfort 27 18%
Style 24 16%
After Sales Service 30 20%

Source: Questionnaire

Figure:2

53
 Factor Affecting Customer Satisfaction

Features

34% 12%
Style
16%
Comfort

20% 18%
After sales service

Low maintenance cost

Interpretation 2: The sample drawn on the probability basis clearly shows that 34%

(51respondents) are the opinion that low maintenance is the satisfaction factor maruti 800 and

54
20 %( 30 respondents) of them who view After Sales Service as a vital factor for customer

satisfaction. Followed by Comfort which corresponds to 18 %( 27 respondents), Style with

16%(24respondents) and only 12%(18 respondents) of them view that feature of maruti 800

as satisfaction factor.

Observation:

Majority of the respondent are of the idea that low maintenance of the top most feature
contributing to customer satisfaction followed by after sales services comfort style and
features.

As such,Maruti Suzuki should focus on the aspects, which will enhance the customer
satisfaction and thus the market share.

Table No: 3 Customer opinions towards fuel consumption.

Factor Percentage
Extremely Satisfied 27%
Satisfied 49%
Neutral 17%
Dissatisfied 7%
Total 100%

Source: Questionnaire

Figure: 3

55
Consumer Opinions toward Fuel Consumption

More Satisfied
Satisfied
7% Not Satisfied & Dissatisfied
17% 27% Dissatisfied

49%

56
Interpretation 3: 100% of the respondents 49% of the respondents approached were

satisfied with the fuel consumption of the maruti alto. Followed by 27% was extremely

satisfied, 17% are neutral and rest of the 7% is more dissatisfied with fuel consumption of

maruti 800.

Observation:

As majority of the respondents are satisfied with the fuel consumption of maruti alto, the

company should maintain the same standard and it is suggested to come up with suitable

measure to reduce the negative opinion among the consumer who are of the opinion that the

fuel consumption is a dissatisfying factor.

Table No: 4 Customer opinions toward Safety and Comfort.

Factor Percentage
Extremely Satisfied 23%
Satisfied 47%
Neither Satisfied & Dissatisfied 20%
Dissatisfied 10%
Total 100%

Source: Questionnaire

Figure:4

57
 Customer Opinions toward
Safety and Comfort

10% 23%

20%
Extremely Satisfied
Satisfied
Neutral
Dissatisfied

47%

Interpretation 4:

58
100% of the respondents 47% of the respondents approached were satisfied with the safety

and comfort feature of the maruti swift. Followed by 23% was extremely satisfied, 20% are

neutral and rest of the 10% was dissatisfied with safety and comfort feature of maruti swift.

Observation:

As majority of the respondents are satisfied with the safety and comfort feature of maruti

swift, the company should maintain the same standard and it is suggested to come up with

suitable measure to reduce the negativeopinion among the consumer who are of the opinion

that the fuel consumption is a dissatisfying factor.

Table No: 5 Customer opinions toward Design.

Factor Percentage
Extremely Satisfied 20%
Satisfied 40%
Neutral 27%
Dissatisfied 13%
Total 100%

Source: Questionnaire

Figure: 5

59
 Customer Opinions Toward Design

13% 20%

Extremely Satisfied
Satisfied
Neutral
27% Dissatisfied

40%

Interpretation 5:

60
100% of respondents 40% of the respondents approached were satisfied with the Design of

the maruti alto. 20% were more satisfied, 27% of them neutral and 13% are dissatisfied with

the design of the maruti alto.

Observation:

As majority of the respondents are satisfied with the design of maruti alto, the company

should maintain the same standard and it is suggested to come up with suitable measure to

reduce the negative opinion among the consumer who are of the opinion that the fuel

consumption is a dissatisfying factor.

Table No: 6 Customer opinions toward space availability in Maruti Alto.

Factor Percentage
More Satisfied 27%
Satisfied 53%
Neither Satisfied & Dissatisfied 17%
Dissatisfied 3%
Total 100%

Figure: 6

61
 Customer Opinions Toward Space Availability

Extremely Satisfied
Satisfied
17% 3% 27% Neutral
Dissatisfied

53%

Interpretation 6:

The sample drawn on the probability basis shows that out of 100% of respondents 53% of the

respondents approached were satisfied with the space availability of the Alto. 27% were more

62
satisfied, 17% of neither satisfied and dissatisfied and 3% are dissatisfied with the space

availability of the Alto.

Observation:

As 80% of the respondents are happy with the space availability of the Maruti Alto vehicle, it

can be conducted that the company has undertaken proper R&D in this aspect.

The 20% of the respondents who have answered negatively may be comparing with the

vehicle in the same category launched very recently.

Table No: 7 Customer satisfactions toward Maintenance of Maruti SWIFT.

Factor Percentage
Extremely Satisfied 23%
Satisfied 51%
Neutral 21%
Dissatisfied 5%
Total 100%

Source: Questionnaire

Figure:7

63
 Customer Opinions Toward Maintenance

23%
21% 5%

Extremely Satisfied
Satisfied
Neutral
Dissatisfied

51%

Interpretation 7:

64
The sample drawn on the probability basis shows that out of 100% of respondents 51% of the

respondents approached were satisfied with the maintenance of the SWIFT. 23% were

extremely satisfied, 21% of neutral and 5% are dissatisfied with the maintenance.

Observation:

Though majority of the customer are satisfied that the maintenance cost of maruti swift is

less, around 20% are not satisfied which may be because of comparison of SWIFT with the

newly launched competing brands coming with even lower maintenance cost.

Table No: 8 Customer awareness about power steering.

Option No. Of Respondent No. Of Respondents (%)

Aware 120 80%
Unaware 30 20%
Total 150 100%

Source: Questionnaire

Figure: 8

65
 Customer Awareness About Power Steering

20%

Aware
Unaware

80%

Interpretation 8:

66
Out of 100% of respondents, 80% of the respondents approached were aware of the power

steering present in some variant of Alto and 20% were not aware of the power steering

present in some variant of Alto.

Observation:

Most of the respondents approached were aware of power steering system introduced in some

variants of Alto.

Table No: 9 Customer perceptions about ALTO

Very Good Good Average Bad Very Bad

20% 47% 21% 12% -

Source: Questionnaire

Figure: 9

67
 Customer Perception About ALTO

12% 20%
Very Good
Good
21% Average
Bad

47%

68
Interpretation9:

The sample drawn on the probability basis shows that out of 100% of respondents 47% of the

respondents gave Good response toAlto. 20% gave Very Good response, 21% gave Average

response and 12% gave bad response to Alto.

69
 OBSERVATION

As 67% of the respondents are satisfied that they are happy with Alto, it satisfies that the

customer satisfaction levels are very high. If the company were to identify the pitfalls in their

product and undertake remedial measure, thus it will lead to more good word of mouth

publicity.

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FINDINGS

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Based on the data gathered by administrating schedules to customers the following

observations are made.

1-Maruti Suzuki has excellent percentage of customer satisfaction according to the data

shown in table 1 of the data analysis and Interpretation topic.

2-Most of the people are satisfied with its low maintenance cost and after sales service

provided by Maruti Suzuki.

3-Based on the fuel consumption, most of the people are satisfied with it.

4-Based on Safety and Comfort, Design, Space, Maintenance most of the people are satisfied

with it.

5-Large numbers of Maruti user are aware of its power steering.

6-If we took the satisfaction level of people towards Maruti, it becomes good.

7-Its features and style satisfy most of the people.

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LIMITATIONS

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1- Measurement of customer satisfaction is complex subjects, which uses non-objectives

method, which is not reliable.

2- However, MARUTI SUZUKI Automobile showroomsare located in other places i.e.

locally and even in the neighboring states. Only opinion of respondents of

GURGAON city was consider for finding out the opinions of respondents.

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CONCLUSION

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1-Maruti Suzuki has a very good market share in the state of BIHAR for the SUV segment.

2-The company is offering good services, which is reflected on the satisfaction of the

customer.

3-Majority of the customer are satisfied with the design of the vehicle.

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 SUGGESTION
AND
RECOMMENDATION

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1-Maruti Suzuki Company has to implement good customer relationship management

strategy that enhances customer satisfaction level.

2-The company can for the undertake R&D to improve the existing feature which field help

increase in the customer satisfaction.

3-The company should promote about the entire feature offered by it.

4-As majority of the customer give opinion that they are satisfied is the factor, services and

design of the product of the company should taken not only maintain the existing standard

but also enhance them.

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APPENDIX

79
 QUESTIONNAIRE

Customer profile:

a) Name :

b) Occupation :

c) Age :

d) Income :

e) Address :

1) Are you a satisfied with Maruti Suzuki?

a. Yes

b. No

2) If “Yes” Which factor you consider is satisfies you most?

a. Feature

b. Low Maintenance

c. Looks

d. After Sales Service

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3) Are you satisfy with the fuel consumption of Maruti products?

a. Extremely Satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

4) Are you satisfied with the Safety and Comfort of Maruti products?

a. Extremely Satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

5) Are you satisfied with the Design?

a. Extremely Satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

6) Are you satisfied with space available in Maruti products?

a. Extremely Satisfied

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 b. Satisfied

c. Nor Satisfied & Dissatisfied

d. Dissatisfied

7) Are you satisfied with Maintenance cost?

a. Extremely Satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

8) Are you aware about power steering present in Maruti products?

a- Yes

b- No

9) Your general perception about MARUTI.

a. Very Good

b.Good

c. Average

d. Bad

10) Do you want to give any suggestion about any change in the Maruti ?

Suggesion :

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BIBLIOGRAPHY

83
Philip Kotler 12th edition Marketing Management

Kanishka Bedi 2nd edition Production and Operation Management

RKBK Automobiles (P) Ltd. GURGAON

www.marutisuzuki.co.in

www.automobile.com

www.business-india.com

www.maruti_suzuki

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