Study of customer satisfactoin towards maruti Suzuki Nexa

With special refernce to Gudalur city

a project report submitted by

Sujith
(18UGCP078)

in partial fulfilment for the award of the degree

in
BACHELOR OF COMMERCE
with
PROFESSIONAL ACCOUNTING

Under the supervision of

MR.B.GUNASEKARAN

DEPARTMENT OF COMMERCE

NEHRU ARTS AND SCIENCE COLLEGE

(An Autonomous Institution affiliated to Bharathiar University)
(Reaccredited with “A” Grade by NAAC, ISO 9001:2015 & 14001:2004 Certified
Recognized by UGC with 2(f) &12(B), Under Star College Scheme by DBT, Govt. of India)

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Nehru Gardens, Thirumalayampalayam, Coimbatore - 641 105, Tamil Nadu.
MARCH 2021

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 BONAFIDE CERTIFICATE
This is to certify that the Project Report entitled “Study of customer satisfactoin

towards maruti SuzukiNexa” is a bonafied record of project work done by

Sujith during 2018 – 2021, Submitted to the Nehru Arts and Science College
(Autonomous), Coimbatore, affiliated to Bharathiar University, Coimbatore in partial
fulfillment of the requirement for the award of the Degree of Bachelor of Commerce
with Professional Accounting and that the project has not previously formed the
basis for the award of any Degree, Diploma, Associate ship, Fellowship or other title
and the project report represents independent and original work on the candidate under
my guidance.

Signature

Head of the Department Supervisor

Dr.M.Kanagarathinam Mr.B.Gunasekaran

Submitted for the viva voce held on_______________

Signature of the Internal Examiner. Signature of the External Examiner.

-----------------------------------

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 DECLARATION

I, SUJITH, hereby declare that the project report entitled “Study of customer
satisfactoin towards maruti SuzukiNexa’’ submitted to Nehru Arts and
Science College (Autonomous), Coimbatore in partial fulfilment of the requirement
for the award of the Degree of Bachelor of Commerce with Professional Accounting
is a record of original project work carried out by me during 2020 – 2021 under the
supervision and of Mr.B.Gunasekaran, Assistant professor, Department of
Commerce, Nehru Arts and Science College (Autonomous), Coimbatore and has not
formed the basis for the award of any degree, diploma or other similar title of any
candidates of any University.

Place: Coimbatore
Date: Signature of the Candidate

-----------------------------------

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 ACKNOWLEDGEMENT
First and foremost, I thank god for his abundant blessings on me during the successful making
and completion of my project work.
I would like to express my sincere gratitude to the CEO & Secretary
DR. P. KRISHNAKUMAR, Nehru Group of Institutions, Coimbatore for his support in all
my endeavours.
I wish to express my profound gratitude to our Principal, Dr. B. ANIRUDHAN, Nehru Arts
and Science for his support for the completion of the project work.
I articulate the feeling of obligation for the splendid support extended by our Head of the
Department Dr. M. KANAGARATHINAM, Associate Professor and Head, Department of
Commerce, Nehru Arts and Science College (Autonomous), Coimbatore for providing
necessary facilities to do the project successfully.
I am thankful to my guide Mr.B.Gunasekaran, Assistant Professor, Department of
Commerce, Nehru Arts and Science College (Autonomous), Coimbatore for the valuable
advice and guidance throughout the project work.
I would like to thank all the respondents who provided me the information to complete my
project work successfully.
I am extremely grateful to my beloved parents and friends for their continuous
encouragement and nourishment in all phases of life.
-----------------------------------

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 CONTENT

SL.NO CHAPTER NAME PAGE NO

1 INTRODUCTION 1-5

2 REVIEW OF LITERATURE 6-18

3 THEORITICAL 19-37
FRAMEWORK

4 DATA AND ANALYSIS 38-81

AND INTERPRETATION

5 FINDING SUGGESTION 82-85

AND CONCLUSION

BIBILOGRAPHY 86-87

APPENDIX

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 LIST OF TABLES AND GRAPH
TABLE NO TITLE PAGE NO
1 GENDER 40-41
2 CLASSIFICATION OF 42-43
BENEFICIARIES
3 DURATION OF USAGE 44-45
4 FREQUENCY OF USAGE 46-47
5 USAGE OTHER BRAND 48-49
6 REASONS FOR PURCHASE 50-51
7 TYPE OF PRODUCT 52-53
8 LEVEL OF SATISFACTION 54-55
9 REASONS FOR 56-57
DISSATISFACTION
10 FACTORS INFLUENCING 58-59
PURCHASING
11 AWARENESS OF 60-61
VARIETIES
12 SOURCE OF AWARENESS 62-63
13 AWARENESS OF ONLINE 64-65
SERVICE
14 USE ONLINE SERVICE 66-67
15 PROMPT SERVICE 68-69
16 FACTORS EFFECTING 70-71
SALES
17 SUGGESTION FOR 72-73
INCREASING SALES
VOLUME
18 COMPLAINTS 74-75
19 ANSWERING OF 76-77
COMPLAINTS
20 FUTURE PURCHASE 78-79

CHAPTER 1

INTRODUCTION

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 Nexa is Maruti Suzuki’s premium sales channel. It marks the first initiative by an automobile
company to go beyond selling cars and create a differentiated retail experience for its discerning
customers. Launched in 2015, Nexa’s philosophy Create. Inspire. drives its endeavor to create
inspiring experiences through its premium cars, innovative technologies and lifestyle
experiences. Today, Nexa has a diverse range of premium cars that caters to every taste. The S-
Cross was its debutant offering, which now has over one lakhs customers? It was followed by the
bold premium-hatchback, Baleno, the leader in its segment with over 7 lakhs sales. Next came
the tough Ignis, which marked Nexa’s entry into the compact urban SUV segment. Nexa then
welcomed the Ciaz into its family, offering sophistication to the aspirational and evolving
customer. The most recent addition is the XL6, which has struck the right chord with customers,
offering the style and comfort they seek. Beyond it showrooms, Nexa has created an exclusive
world for those who value the finer things in life. Through its properties - Nexa Music, Nexa
Lifestyle premium and inspiring experiences, and in the process has evolved into a lifestyle
brand. In just a period of 5 years, Nexa’s customer base has grown to over 1.1 million. It is the
third-largest automobile channel in India, in terms of sales, and has a network of over 370
showrooms across more than 200 cities.

Abbreviation

Nexa. New, Exclusive Automotive Experience.

NEXA CARS
 XL6.
 S-Cross.
 Ciaz.
 Baleno.
 Ignis.

OBJECTIVES OF THE STUDY

 To have an overview about Maruti Suzuki Nexa four-Wheelers.

 To study the consumer perception about the maruti Suzuki Nexa four-Wheelers.

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  To suggest few sales promotion techniques to improve the brand awareness amongst
consumers.

SIGNIFICANCE OF THE STUDY

Consumer perception is “A marketing concept that encompasses a customer's impression,

awareness or consciousness about a company or its offerings. Customer
perception is typically affected by advertising, reviews, public relations, social media, personal
experiences and other channels”.

Customer Perception is a marketing concept that tells us what customers think about a
brand or a company or its offerings. It can be positive or negative feelings, perceptions,
inhibitions, predispositions, expectations or experiences that a customer has. Consumer
perception plays a vital role in a company’s ability to attract new customers and to retain
existing customers. Consumer perception is the most important factor that decides the success
of a brand, product or a company as a whole. Consumer perception decides how much a
product sells and how a company is perceived. Hence the project entitled “Study of customer
satisfacton towards maruti suzuki Nexa With reference to Gudalur city’’was under taken.

SCOPE OF THE STUDY

The study focuses in the perception of consumers towards Nexa product .The research provides
faithful information about Nexa product line users and brand perception they have about Nexa.
The study was mainly designed to find out the consumers perception towards the Nexa cars and
the impact of advertisement on buyer’s behaviour as well as the study helps to get an idea about
the factors which reduce the sales volume

RESEARCH METHODOLOGY

Research in common, search for knowledge. Research can be defined as "A scientific and
systematic search for pertinent information on a specific topic". The purpose of research is to

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discover answers to questions through the application of scientific procedures. The main aim of
research is to find out the truth which is hidden and which has not been discovered as yet.

RESEARCH DESIGN

There can be select descriptive research design for the study. Because, it includes survey and
fact finding enquiries of different kinds. Here select probability convenience sampling
techniques. In this method of sample selection which give each possible sample combination
on equal chance of being selected.
(a) Sample size

There can be selected a sample size of 100 samples, it is not possible to survey a wide
area within the time limit. So take 100 as a standard sample.
(a) Statement of the problem

We all know that consumers are the masters of their money and they affect market with
their activities because consumers have ability to coordinate their choice of spending or
saving in the purchase decision. Attitude of consumer can affect the purchasing decision
of them also. So it is very much required for any marketer to achieve more consumer
satisfaction and in finding out what customers are aware and their buying preferences. So
the study will contribute in this regard and focuses to know the consumers perception,
behaviour, awareness, satisfactory level and buying preferences regarding Nexa cars
(b)Sources of data

 Primary data is being collected by the researcher of self and is being collected for
the first time.
 Secondary data is the data that exist and ready to use format and gathered by
somebody else. This data can be in the form of magazines, journals, government
reports or any other historical data.

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 Methods of data collection
 PRIMARY DATA

Primary data in this project is collected using filled questionnaires from respondents.

 SECONDARY DATA

The secondary data for the study are collected from articles and various internet website.

Quantitative method: Quantitative data is data that can be counted or expressed numerically. It
is commonly used to ask “how much” or “how many” and can be used to study events or levels
of occurrence. Because it is numerical in nature, quantitative data is both definitive and
objective. It also lends itself to statistical analysis and mathematical computations and
therefore, is typically illustrated in charts or graphs.

Questionnaires: Questionnaires often make use of checklist and rating scales. These devices
help simplify and quantify people's behaviours and attitudes. A checklist is a list of behaviours,
characteristics, or other entities the researcher is looking for. Either the researcher or survey
participant simply checks whether each item on the list is observed, present or true or vice
versa.

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Qualitative method: Generally, qualitative methods are time-consuming and expensive to
conduct, and so researchers try to lower the costs incurred by decreasing the sample size or
number of respondents. Documental Revision This method involves the use of previously
existing and reliable documents and other sources of information as a source of data to be
used in a new research or investigation. This is likened to how the data collector will go to a
library and go over the books and other references for information relevant to what he is
currently researching on.
(b) Period of study

The actual period of primary data collection extends from December 2019 to
march2020.
Tools of analysis
The tools for the study include Simple percentage analysis, weighted average ranking,

1. SCHEME OF THE STUDY

Chapter 1 – Introduction
Chapter 2 –Literature
Review
Chapter 3 - Theoretical Framework
Chapter 4 - Data Analysis and Interpretations
Chapter 5 - Findings, Suggestions and Conclusions
LIMITATIONS OF THE STUDY

 The area is confined to nilgiris panchayath so results cannot be universally accepted.

 The study is limited to the sample size of 100 respondents only. So this cannot be a
‘full proof’.

 The data is collected by convenient sampling using questionnaire and there is a

possibility of certain deviations.

 Time and cost constraints.

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 CHAPTER 2

REVIEW OF LITERATURE

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REVIEW OF LITERATURE

Review of literature provides a critical summary of research already done on the research
topic. It providers reader a quick overview of the problem addressed, stresses the need for the
new study and demonstrates how it will contribute to existing evidence. Review of literature
is conducted to generate theoretical and scientific knowledge about a particular phenomenon
and results in a synthesis of what is known and unknown about that phenomenon. The
primary purpose of literature is to gain a broad background available related to problems in
conducting research. In brief, review of relevant literature is an analysis and synthesis of
research source to generate a picture of what is known about a particular situation and to
expose the knowledge gaps that exist in the situation. This chapter presents a review of
available literature relating to brand awareness, various cars of brands etc.

Goutham Harsha (2019–present) December 9, 2020

Why are Maruti Suzuki cars often ridiculed as tin cans? Is it a false belief that they make the
weakest cars? How safe are cars like Dzire and Baleno?
First off, Maruti Suzuki does make cars that are of inferior quality. There’s a reason they’re
priced much cheaper than their counterparts. That said, people assume thin sheet correlates to less
safety.

Gini Srinivas Rao (Car Enthusiast )May 7, 2019

Maruti Suzuki car owners: How is your experience with current generation cars from the
manufacturer? Would you recommend for a person to buy his next car as Maruti Suzuki? What
will be your next car after owning a Suzuki car?
There is a cut throat competition between different cars and different manufacturers and sales
guys lure customers with various offerings, so it really depends on the buyer’s requirement and
the time horizon he/she is looking to own a car.

Ashish Mondal (August 23, 2019).

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Which one is best, the Maruti Suzuki Swift (petrol) or Tata Nexon (petrol)?
I bought the Nexon because Very good looking.
Looks very solid. On the other hand, Suzuki thinks only millage, millage, and millage so the body
weight will be less as expected.

Vismaya (February 12, 2020).

What are the problems of Maruti Suzuki boleno?

I am listing the problems that i personally face in my Maruti Swift 2014 model. The list is as
follows:-
First of all, the swift is not as wide as it looks from the outside, it is much narrower from inside.
Only two persons can comfortably sit in the back seat.
Secondly, the lower plastic of the dashboard always touches your legs which causes agitation.
You always have to move your driver and passenger seats back to the point where there is no
more leg space for rear passengers.

Dileep Kumar Reddy (Car Enthusiast) January 27 2020.

Maruti Suzuki and the reasons for its high success rate.
There are numerous reasons for Maruti Suzuki’s massive sales numbers but, I’d like to discuss
only some as going deep will only bore you more than with any useful info.
Tata, Maruti Suzuki and Mahindra were in the market for so many years by now while Maruti
Suzuki being the top seller in the whole country is some kind of a feat.
But, there are some things about it which I would like to state as ‘restricted’. Because, Mahindra
and Tata were always focussed on entering as many segments as possible while Maruti Suzuki is
restricted to some and most preferably the ones which don’t create huge impact even when they
don’t sell in big numbers.

Sonia Sebastian(July 28, 2020).

Maruti Suzuki Ignis key notes

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 1. Value for Money

2. Comfortable Seats

3. Good ride and handling

4. 550 litres of Boot Space

5. Light and rigid chassis

6. Easy to Drive

7. Dual Airbags

8. ABS with EBD

9. Hill Hold technology

Siddharth Nautiyal (December 22,2020).

Which one is worth buying, a Swift xl6 , a Hyundai i10, or a Hyundai 20? Why?

This is going to be a long answer, based on what I know.

Out of all these, I can easily rule out Swift Dizre, if your priority is driving comfort and build
quality.
Coming to my own experience. I purchased a new wagon r in 2015. It was running without any
body noises up-to 3 years of age. Then started giving funny noises when driven on bad roads. My
driving style. Odometer 37900kms so far.

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Vikramaditya Chakraborty(January 13, 2021).

What are the problems of Maruti Suzuki Swift?

According to me the Maruti Suzuki Swift is one of the most selling hatchbacks in India. But, I’d
rather generalize the problem I feel in all the Maruti cars is the quality of their body. They’ve
reduced their weight and stability to a bigger extent to increase the mileage of the cars. So, this is
the problem I feel about Maruti cars and opinions may differ from person to person.

Gali Tarun(July 18, 2020).

Is it worth buying Maruti Suzuki s-cross?

Originally Answered: How is the ownership experience of s-cross?

We were in hunt for a new car under 9 lakhs in 2016. We were looking at much number of
options like swift dzire, hyundai xcent, and hyundai i20. Just then suzuki has announced the
launch of a compact SUV. So we decided to wait for it.
On the launch day, my dad fell in love with the car and pre-booked it without even looking at it
once. And there has been no looking back ever since.

Vinayak Hulamani(March 15, 2020).

Which car is better: Ignis or S-cross?

If I had to answer this question at the time when both of them were actually competitors and there
wasn’t too much choice in the market of affordable cars; I’d pick the S-cross. It is built sturdier, is
bigger in size, has bigger wheels, and also came with an option of a diesel engine. Road presence
of the car was more than that of an Ignis anyday.

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Prabhakar L.S February 22, 2020
Mentor & Adviser (2019–present)

Originally Answered: What is some information about Nexa?

Brand created by Maruti Suzuki Motors to sell their new range of motor cars like Ignis and
Baleno etc which is according to them new range not the earlier models Sold through their regular
dealers across India

They have created a new set up new value chain and that’s Nexa Show Rooms across India

Aniruddha Kumbhakarna Updated September 3, 2018

Okay that’s a doubt of lot of people so here’s the answer. if you have heard about the brand lexus
then you also know Toyota. Toyota owns lexus. so generally what they do if they make a normal
city car or a budget car then it is launched by Toyota and if they make a luxury car they launch it
under lexus. So the sales are completely classified under a luxury and non luxury branding.

so similarly as the classical Indian thinking maruti suzuki cars are good going cars and good for a
middle class common man so people think maruti suzuki as commons man’s brand and as they
have made their roots in Indian market they have to keep a price line as per a middle class man so
it has become a non luxury brand.

so to enhance the brand they launched a side brand as Nexa  which would be a exclusive semi
luxury brand line with quit the high prices so which creates a different image in customer’s eye.

Rahul B April 18, 2017

MBA from Indian Institutes of Management
Maruti has tried to enter into premium segment of cars many times, but could not succeed because
it carried the image of affordable cars at low prices. On the other hand, Toyota and Honda were
enjoying, being in premium segment of cars.

Maruti tried its luck with Kizashi but could not make any impact. Not many people were ready to
buy a 18 lakhs rupees car from the same showroom which sells 3 lakhs rupees car. The car was
premium but dealership experience was not so.

To overcome this factor, Maruti came up with the concept of Nexa. A new brand for premium
customers. It was thought by keeping in mind the premiumness of the dealership experience.

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They say it - a new experience. For those people car is not the only thing that matters, but the
whole experience of buying it also matters. If you go to a Nexa Outlet - it screams premiumness
from every angle.

Prateek Sethi (February 9, 2018)

Owner at Honda 2-wheeler Dealership

Nexa is a masterstroke from Maruti. It solves twin purposes. On one side, it brings more focus to
premium segment which Maruti has historically missed. On the other side, this also enables big
maruti dealers who are flush with funds to invest within Maruti fraternity (Maruti does not allow
its dealers to invest outside Maruti dealership in Automobile dealership business). Of late, many
of its dealers had started complaining about how to invest the surplus they had accumulated as
opportunities within Maruti business had become sort of saturated. Also, many dealers are now
into 2nd or 3rd generations and they started questioning the company on how to fit in more family
members as families are expanding. This became a headache from Maruti.

Chandra Sekhar (June 25, 2016)

Cars and Automobiles · cars are my first love

Basically the vehicles sold through the Nexa chain have only Suzuki badge on it. They do not
have a maruti stamp on them inspite of them manufactured at maruti’s plant also the two vehicles
sold through Nexa are considered premium compared to other models sold by maruti.

now coming to vitara brezza, it’s an attempt by maruti to take on the competition from ford,
hyundai, Renault etc., so to have a competitive edge it cuts down on cost by using cheaper raw
material and also deducting on features. Considering this it is not called a premium offering, this
is the main reason why vitara is not sold by Nexa.

Ashwin R (May 30, 2017)

Lease Manager

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I agree with kiran raj's answer but one i beg to differ is if anything goes wrong with the externally
fit accessory for your maruti Suzuki car then who are you going hold responsible?? Yourself???
The third party accessory shop owner or Maruti Suzuki???

I can assure you that Maruti will not take the blame for your accessory fitting done outside.

So the real question is can you afford the after effects of a non genuine Maruti accessory???

Vignesh Iyer (October 27, 2017)

Nexa essential accessories are waste to buy. Nexa card might help when u buy accessories or join
someone points will be added and you can use it for service after 1yr.

Nexa essential accessories contain cleaning kit which cost 3.5k which is waste to buy. If you want
you can buy Steering leather cover, 2 small pillow and umbrella. I personally felt you can choose
whichever is required ones and buy it. You can save around 5–6 thousand.

I bought Suzuki Ignis Sigma model. Accessories i took are as follows

Ugenth Venkadesan (June 4, 2017)

Master of Technology from Hindustan University (Graduated 2018)

 Nexa Blue (Stargaze)
 Pearl Metallic Dignity Brown.
 Pearl Sangria Red.
 Metallic Silky Silver.
 Metallic Glistening Grey.
 Pearl Midnight Black.
 Pearl Snow White.
These much colours are there for Ciaz.

Red looks more sporty for Ciaz. Chocolate Brown and Nexa Blue are classy colours. You can
choose them according to your wish of how you will be using it.

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Gaurav Bhardwaj (March 31, 2016)

Building a new brand from scratch is a difficult, time consuming, enduring and resource
consuming activity.

Maruti Suzuki understood the need of a premium image rather than the currently popular value
for money image in order to sell high volumes of premium cars. Remember the failure of Kizashi
and not too successful SX4. Even the recent addition, Ciaz, failed to compete with the likes of
Honda City and Hyundai Verna.

Maruti had to find something which diverged from their mainstream brand, but they wanted to
leverage their strength which they built with such effort and time.

The strength -

 Strong brand equity

 Huge network of trustworthy dealers.

Naveen Murthy (July 14, 2019)

Nexa  Cars are a Premium badge of Maruti Suzuki Corporation.

Apart from the regular cars from Maruti stable Nexa  badge is premium Maruti feel with the
experience and rebadging by Suzuki corporation. Cars Like Baleno ( new), S-cross, Brezza were
the first generation cars to be introduced under the Nexa  experience centers.

Rishabh Bhardwaj (August 18, 2015)

Cars and Automobiles · Interest In reading about cars, sports cars basically.
Originally Answered: Why is Suzuki selling S Cross only through Nexa showroom?
Maruti Suzuki has always been known as common man's car. The two cars that they launched S
Cross and Ciaz is not really in the budget of the "common man" pitched in India. And this is a big
reason for many people not preferring maruti.
So Maruti is working towards its image makeover. But I believe that their current image is so
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strongly imprinted in the country's mind that it would be difficult to change it overnight. Nexa  is
a step towards that but, there is a high possibility the 1.6L S Cross top end with ex showroom
price 13.75 Lakhs might not lure the crowd maruti is targeting. Since its not an SUV, it is a city
car, and I doubt some one would overlook the likes of Honda City CVT to buy a diesel maruti
paying 2 Lakhs more just for that extra torque they get after some turbo lag.

Ashok Singh (February 12, 2020)

Nexa  is an attempt by Maruti Suzuki to market some upmarket brands like Ciaz, XL6, Ignis etc.
The cars are basically Maruti Suzuki models so if you like Suzuki cars then yes you can go ahead
and buy them., They are the largest car manufacturers in India so make decent and popular cars.

Rekha Negi (February 13, 2017)

Blogger, Traveller & Social Media Enthusiast

The all new Maruti Suzuki Ignis ZETA is on fast-track expansion mode. With its frequent launch
of updated-styling and premium-quality hatchbacks through Nexa , its all ready to hit the road.
This latest Ignis Zeta model . The rear paring sensors, ISOFIX child seat anchorages and anti-lock
braking system are featured as a standard.

The fender arch moulding, side sill moulding and the stylish contours on the body panels with
glossy paint options give it an elegant stance on the road. The elegant styling of the body is
further enhanced with body-coloured door handles and body-coloured ORVMs with turn
indicators. Other than these attractive features, there are many other feature, that makes Maruti
Suzuki Ignis ZETA worth buying.

Ariadne Tsambali (August 13, 2017)

Nexa : perform A Blue Ocean Strategy to answer challenges of Globalization.

Maruti Nexa  used Blue Ocean Strategy to answer the challenges due to Globalization in its Nexa
outlets. The three characteristics for a Blue Ocean strategy to be successful were used as
follows:-

22
1. Focus: The focus was mainly on the customers looking for an upgrade of existing Maruti
Suzuki cars and thus moving to other Global automobile manufacturers. The focus was on their
preferences for a better experience, shedding the image of Maruti as a low cost car manufacturer.

2. Divergence: As shown in the Strategy Canvas analysis further in the article, the value curve
of Nexa diverged from the existing value curves of automobile majors and from Maruti Suzuki’s
existing outlets.

Sarah Pal (August 22, 2016)

Maruti Suzuki has long been the most affordable car in India. Any family who is buying their first
car will, inevitably choose Maruti Suzuki as their first cars as they are the most affordable,
cheaper to maintain and also gives a great mileage.

The cheapest tag has also become the Achilles heel for Maruti. Any person who is willing to go
slightly premium, or choosing his second car will choose a Hyundai, because it has a slightly
more premium feel to it, service centre support getting stronger and competitive cost of
ownership. He is the new rising class. Maruti does not want to lose such customers and thus Nexa

Nexa  is one way of going premium.Starting a new showroom for their premium cars.They could
have started a new brand of cars,but that would have been costly and risky.They could have
started a new company,but that would have been far more costlier and riskier.

Vikram Kumar (June 11, 2017)

Final Impact of GST on Car Prices in India (2017 Onwards)

Below would be the likely Impact of GST on Car Prices in Delhi NCR India (If looking for

Impact State wise - refer this article post on GST Impact on Various States in India) :-

23
» Small Cars (Sub 4 Meter Segment) - No Positive Impact on Car Prices with 28% GST Cess.

Infact, Small Cars would likely be expensive by 1% to 2%.

» Mid Sedan, Mid SUV Range (> 4 Meter, But Engine < 1.5 Litre) - For Mid Segment
Petrol Cars like Honda City, Maruti Ciaz - the taxes will be around 40.5% - so can expect a 2%

to 2.5% Price hike to extent of Rs 15000 on Ciaz to Rs 18000 to Rs 20000 on Honda City
Petrol.

However for Diesel Cars - Overall impact will be almost Neutral to Marginal price hike of .5%

to 1% Post GST Scenario on the Factory Price.

Jihad Abdul Jaleel (May 2, 2016)

Cars and Automobiles · Petrolhead at heart!

Maruti Suzuki is the most loved car brand of India for its great value, fuel efficiency and huge
service network. As per reports, the brand controls over 45% of the Indian car market with its
small cars. Some of its popular cars involve Maruti 800 , Zen, Swift, Dzire, Alto and Van (Omni).
However, over the years, the brand has not been able to foray into the premium car segment
despite repeated attempts with cars such as Kizashi and Vitara.
Some of the reasons for this failure are attributed to reasons like Maruti Suizuki being known as
affordable, fuel efficient and great value providing car brand. Secondly, it has not been positioned
as high-end brand, and hence so people ask - Why should I pay such a high price for a Maruti
Car?
However, lately, Maruti Suzuki has returned with a fresh attempt to enter the high-end car
segment with the launch of first of its kind premium retail network - Nexa  . In recent times, Nexa
is one of the biggest bets from the Maruti Suzuki in the Indian market.

24
25
 CHAPTER 3

THEORETICAL FRAMEWORK

26
THEORETICAL FRAMEWORK

THE COMPANY PROFILE

Nexa is a retail network from Maruti Suzuki that caters the high-end consumers who have gone
beyond their
first cars and are now looking for an experience. It offers a high level of sophistication and is
based on the
principles of exclusivity, pampering and listening to the consumer.
But creating Nexa was a mammoth task for both the brand and Hakuhodo India team, the agency
entrusted
with the responsibility of creating Nexa . On to the drawing board, the agency had to revisit the
entire journey
of customer's experience while buying a Maruti.
Elvis Sequeira, COO, Hakuhodo India, shares that they aimed at creating a different mindset and
imagery for
Maruti. "Nexa is for a well travelled consumer who is digitally savvy, updated and seeks a world
class
experience while buying a car. After research, we found that the Maruti's popular retail channel is
not
equipped for it and hence a separate channel was needed," adds Sequeira. S Cross was the first car
launched
at Nexa and was followed by Ciaz Hybrid and Baleno Hatchback. Sequeira points that the cars
sold from Nexa
will not be sold at the popular Maruti dealerships.
As Maruti Suzuki is a pan India brand, Nexa needed to have a similar presence. The thought
posed several
questions for the stakeholders as Nexa wasn't meant cannibalize Maruti's existing small car
market and it
shouldn't disturb the dealer-brand relationship.
Sequeira pointed that Nexa 's idea got a great response from both brand and agency. "We had to
get it
completely right because if we did not, then it would have hampered the brand's image, which it
had created

27
after years of great services," shared Sequeira.
"The biggest problem in designing Nexa was that it could not just be better than an existing
model. It had to be completely different, something that was never thought and done before,"
elucidated Sequeira.

The Hospitality Factor

After a research, it was established that consumers (while buying cars) missed on hospitality.
Hence, the concept of Nexa was derived from the hospitality, banking and aviation industries,
which knew well about one-on-one interaction with the consumers. "For Nexa , we roped in
people from banking, aviation and hotel industries as they knew hospitality nuances. Later, we
trained them in selling cars," shared Sequeira. With product at the center and hospitality
surrounding it, the designing teams were clear that the Nexa representatives will have to partner
consumer throughout the lifetime of the car. "Consumer should know his relationship manager
and vice versa," shared Sequeira. The design team thought of consumer from the time he thinks of
the car, visits the facility and purchases it. Hakuhodo India focused on 19 different aspects in this
journey.
Nexa from Inside
It begins with the Valet Parking offered to every visitor. "Consumer mostly visits a car showroom
with his family. While the entire family gets down, one of them is left to drive and park the car in
the usual scenario. At Nexa , we save this trouble," shared Sequeira.
The agency trained people on how to greet consumers when they enter. It designed the area where
they will sit, how they will see the car and what drink will be served, how the relationship
manager will begin the discussion, and a private space to discuss the financial things.
"In our research, we found that the to and fro movement of the backend staff clutters the
showroom, so we kept them away at Nexa . We designed the dresses of the staff at Nexa
according to the ranks. While the theme of the dress was same, but there was a slight difference in
the shades. At Nexa , no staff is allowed to be in casual. We had to manage the
supply of cloth and design. It was a difficult task," shared Sequeira. Interestingly, unlike the other
popular showrooms, the design team decided to keep only one car per model. "We
designed the technology to show the consumer on how different color looks on the car," shared
Sequeira. While technology was at the centre in designing Nexa , the design teams worked
towards a paperless outlet. The idea was to provide information around the market and the car on
digital platform.

28
A Hakuhodo team from Japan helped in setting the lighting in the showrooms right. Instead of
using the flat light, they focused the spotlight on the car using professional light to give a majestic
look to the car. In usual situations, the car is delivered outside the showroom but at Nexa the
design teams in association with Japanese Hakuhodo team, decided to do it inside the showroom
as they wanted other customers to get the feel of it. "Some of the points that were discussed and
raised while designing the delivery were about emissions, space, oil stains, health effect on the
staff and heat measure. We installed filters that sucked Carbon Monoxide, managed the cooling
systems and employed other measures to ensure that the car could be delivered inside Nexa ,"
shared Sequeira.
The teams also designed a protocol to escort a consumer with least inconvenience to the nearest
Nexa if he lands up in a popular Maruti dealership for purchasing a car that was sold at Nexa .
And finally, the theme of the outlet was kept black and white prestige monochrome. The idea was
that the only spot of colour in the showroom should be the vehicles displayed in its full glory.
Overall, the Nexa experience has been designed to be less intrusive, less red-tape, less paperwork
than what is
absolutely mandatory. It has been designed to answer customer's questions and not push
information through. "We understand our customers want a seamless experience across web, call
centre, showroom and service centre. He wants to be able to define how, when and where he
interacts with Nexa . He is slowly rejecting a colourful 24 pager for an ebrochure and is very
protective of how much information he wants to share with a brand. Today, a customer asks, 'why
do you want to know my address and full history when I have come just for an enquiry?'" shares
Sequeira.
The first Nexa prototype was created in Delhi and the brand was very careful about not revealing
on it before the launch.

Our Leadership

29
MR. R. C. BHARGAVA
Chairman
 Date of Birth : 30th July 1934
Education:
 Indian Administrative Services (1st in batch)
 Master of Sciences in Mathematics from Allahabad University
 Master of Arts in Developmental Economics from Williams College, Williams Town, MA, USA
Professional Experience:
 2007 till date: Chairman, Maruti Suzuki India Limited (MSIL), (Formerly Maruti Udyog
Limited)
 2003 : Director, Maruti Udyog Limited
 1998 : President and CEO of RCB Consulting Private Limited, a management and human
resource consultancy
outfit with various domestic and international clients
 1990-92: Chairman & Managing Director, Maruti Udyog Limited
 1985-90, 92-97 Managing Director, Maruti Udyog Limited
 1984-85 : Joint Managing Director Maruti Udyog Limited
 1981-83 : Director (Marketing), Maruti Udyog Limited
 1979-81 : Director (Commercial), Bharat Heavy Electricals Limited
 1977-78 : Joint Secretary, Cabinet Secretariat, Government of India.

Mr. Kenichi Ayukawa

30
Managing Director & CEO
 A Law graduate from Osaka University, Japan, Mr. Ayukawa joined Suzuki Motor Corporation
in 1980.
 Born in 1955, Mr. Ayukawa has handled several key assignments at Suzuki Motor Corporation,
Japan and in the
Group's overseas operations.
 Mr. Ayukawa served as Managing Director of Pak Suzuki Motor Company from May 2004 to
June 2008.
 He served as Director on the Board of Maruti Suzuki India Limited from July 2008 to March
2013.
 Before taking charge as the Managing Director at Maruti Suzuki India Limited he served as
Managing Executive
Officer and Executive General Manager, Global Marketing at Suzuki Motor Corporation, Japan.

Mr. Toshiaki Hasuike

Director
 A graduate in Mechanical Studies from Faculty of Engineering, MEIJI University, Japan, Mr.
Hasuike started his
career with Suzuki Motor Corporation in 1980 At Suzuki Motor Corporation, he has handled
several key assignments in automobile engineering, Design,

Product Planning and Quality. Besides his specialisation in body design area, he led new model
development
projects as Chief Engineer.
 Before joining Maruti Suzuki, Mr. Hasuike worked as Managing Officer & Deputy Executive
General Manager in
SMC Engineering.
31
 He brings with him a vast experience of over 32 years in automobile design and engineering.

Mr. R.P. Singh

Director
 Date of Birth: October, 1951
Education:
 1973: Post Graduate in Mathematics from Advanced Centre for Pure Mathematics, Punjab
University
Professional Experience:
 2013: Director, Maruti Suzuki India Limited
 2005: Chairman, Punjab & Sind Bank
 1976: Indian Administrative Services Other Board Membership:
 2012: Chairman National Highway Authority of India (NHAI).

Ms. Pallavi Shroff

Director
 Date of Birth: 22nd April 1956
Education:
 1976: B.A. (Economics Hons.) from Lady Shri Ram College, Delhi University
 1978: M.M.S. Jamnalal Bajaj Institute of Management Studies, Bombay University
 1981: LL.B Govt. Law College, Bombay University
Professional Experience:
32
 2005 till date: Independent Director, Maruti Suzuki India Limited (Formerly Maruti Udyog
Limited)
 Year to date: She is the lead litigation partner at Amarchand & Mangaldas & Suresh A. Shroff
& Co., Advocates &
Solicitors, New Delhi
 Closely involved with some of the largest and most challenging corporate, commercial &
infrastructure litigation
and arbitration in India and has played a pivotal role in telecom, energy, natural resources and
transportation related dispute resolution

 Quality policy:
Consumer satisfaction through continuous improvement of our cars and services by following
PDCA in all functions and levels of our organization

 Environmental policies:
In order to pass on to the next generation a clean environment and a bountiful society, we realize
that the actions of each and every one of us have a great effect on our earth's future, so we must
make every effort to preserve our environment and as such Maruti Suzuki India Limited,
manufacturer of passenger cars and utility
vehicles at its plants in Gurgaon & Manesar and R & D Centre in Rohtak is committed to:
 Protection of environment including prevention of pollution, sustainable use of natural
resources and climate change mitigation from our activities, cars and services.
 Maintain and continually improve Environmental Management System to enhance
environmental performance.
 Strictly observe environmental laws and also follow our own standards.
 Working collaboratively with our customers, suppliers and the surrounding community for
environmental issues.

We will work to achieve these commitments by:

33
 Continual improvement of the environmental performance of activities, services and cars to
prevent
pollution.
 Continual reduction in the use of raw materials, consumables and water by practicing 3R to
ensure
sustainable use of natural resources.

 Continual reduction in the use of energy to mitigate climate change.

 Promote environmental communication, awareness and specific environmental training where

ever appropriate to all persons working under MSIL control.

 Occupational Health and Safety policy:

At Maruti Suzuki, we are committed to ensure a safe and a healthy working environment
for all MSIL employees, visitors, contractors, vendors and persons present by preventing
work related injuries and illness. To meet our responsibilities, we shall maintain a safe
working environment and have an Occupational Health and Safety Management System
(OHSMS) in place to:

 Manage Risks – We identify all workplace hazards, undertaking assessments, internal and
external audits as well as all the necessary actions to prevent and control injury, ill-health, loss or
damage. This is achieved by following safe work practices in operations as well as during the
procurement of a new plant, machinery and equipment.

 Comply with legal and other obligations – – We ensure that business at Maruti Suzuki is
managed in accordance with relevant occupational health and safety legislations, standards and
MSIL occupational health and safety policies and procedures.

 Establish targets and review mechanism - - We manage our obligations using coordinated
occupational health and safety plans for each area and site. We challenge targets to measure
progress, leaders hip support and review to ensure continual improvement. Our processes aim at
eliminating work related illness and injuries to achieve our goal of Zero Harm. Health & Safety

34
Performance is always one of the parameters of evaluation for all, even contractors, transporters,
suppliers and vendors at Maruti Suzuki.

 Provide appropriate training and information –We provide all the tool to ensure safe
performance at work to all MSIL employees, contractors, their employees, vendors and visitors.

 Ensure meaningful and effective consultation – We involve all employees and interested
parties in the matters that can potentially harm health and safety at the workplace.

 Communicate – We believe in the transparent relations of the MSIL's OHS commitments and
performance.

Corporate social responsibility:

POLICY ON CORPORATE SOCIAL RESPONSIBILITY (CSR)

Title and Applicability

 1. Maruti Suzuki India Limited (‘Company’) has developed its Corporate Social Responsibility
Policy (‘Policy’) in accordance with section 135 of the Companies Law 2013 and the rules made
there under.

 2. The Policy shall apply to all CSR programmes of the Company.

CSR Approach and Priorities

CSR activities will primarily be in the areas of village development, road safety and skill
development. To create a visible and lasting impact, the Company will focus on a few CSR
programmes rather than spread resources thin over several projects.

The Company will focus primarily on the following programmes:

35
 Community Development: The Company is committed to improving the well-being of the
local community by implementing social projects in designated villages and local communities.

a) Water and Sanitation: Depending on local needs and in consultation with the community, the
Company will
undertake projects to improve availability of clean drinking water, upgrade solid and liquid waste
management
facilities, create useful rural assets, and support economically weaker households in construction
of domestic
toilets to minimise open defecation.
The Company will supplement these efforts with awareness campaigns and community-led
initiatives to manage
these assets and sustain the benefits.

b) Education: In partnership with the local community and the government education
department, the Company will upgrade infrastructure of Government schools and focus on
improving the learning level and allround development of students and youth in the communities.
The Company will offer scholarships to the meritorious students from underprivileged and
economical ly weaker communities to help them pursue higher education and job oriented
technical and vocational training. The Company will also offer scholarships to children orphaned
as a result of road accidents to support their education and training.

c) Health: The Company will assess the health care needs of the local community and undertake
projects to provide health care facilities.

Skill Development:

a) Upgradation of Government Vocational and Technical Training Institutes: The Company

will improve quality of training by upgrading infrastructure, facilitate overall development of
students and staff, provide industry exposure to students and staff and offer industry oriented add-
on courses in GovernmentIndustrial Training Institutes (ITIs) to make students industry ready.
The Company will also upgrade ITI Teacher’s Training Institute
and Government Polytechnics to provide better skill training for youth.

36
b) Skill enhancement in automobile trade: The Company will enhance skills of youth studying
automobile trade at Industrial Training Institutes (ITIs) and Polytechnic (government and private)
to enhance their employment.

37
 Road Safety:

a) Driving Training: The Company will scale up the number of Maruti Driving Schools
The focus will also be on training the trainers to achieve higher impact in imparting quality
driving training. The Company will develop a low cost and scalable driving training and
entrepreneur development model in order to create a large pool of professionally trained drivers.
The Company will sponsor driving training of existing and new drivers from underprivileged and
economically weaker sections of society to enhance their employable skills. The Company will
provide refresher training course to commercial vehicle drivers (autorickshaw, truck, bus
drivers etc.) to enhance their driving skills, knowledge of traffic rules and to improve their health
and safety. The Company will especially focus on women and youth in improving their driving
skills. The Company will invest in content development, new methods of driving training,
construction and development of new training facilities, improvement in existing facilities and
introduction of new technologies with an objective of improve the quality of training and reduce
training cost.

b) Road Safety Education: The Company will promote road safety among people through print,
audio and visual media. The Company will design and initiate specific road safety awareness
programmes for the school children, women and youth. CSR Budget

 The Board of Company shall ensure that in each financial year, the Company spends at least 2%
of the average net profit made during the immediate three preceding financial years.
 The unutilized CSR budget from the 2% of the average net profit will be parked in a CSR Fund
(Corpus) created by the Company. This Fund would also include any income arising there from
and any surplus arising out of CSR activities.
 In case of any surplus arising out of CSR projects the same shall not form part of business
profits of the Company The Company may collaborate or pool resources with other companies
(its subsidiary companies) to undertake CSR activities. Implementation The Company’s ongoing
CSR projects will be aligned to the Policy. This Policy builds on the learnings and good practices
of the CSR projects initiated by the Company.
The Company will enter into partnerships with the Government, business partners and
communities to create multiplier effect of its social projects.

38
The Company has set up dedicated teams for implementation of CSR projects. The mode of
implementation will include a combination of direct implementation and implementation through
trust/foundation/society/section 8 companies etc. set up by the Company and partners such as
NGOs, business partners, registered societies etc. The Company will select its partners after
appropriate due diligence. The Company will use services of expert agencies, consultancy firms
etc. wherever required for carrying out base line surveys, guidance on project design and
implementation, impact assessment surveys etc. The teams responsible for implementing the
various CSR projects are mentioned in the section on the Governance Structure of the Policy.

The heads of the respective teams managing CSR projects will be authorised to sign
Memorandums of Understanding (MOUs)/Agreements with the implementing partners after
taking approvals.

39
NEXA BEST PREMIUM CARS

40
Benefits of Nexa Cars

41
Transmission Technology
 A transmission is a mechanical device, comprising gears of different ratios and clutch plate, that
transmits the
power produced by engine to wheels. In modern day automobiles, a number of transmission types
Manual Transmission (MT)
 A Manual gearbox is the most basic form of a car transmission. It requires drive’s input to
change the gears. Low
maintenance cost and long reliable performance are the known characteristics of a manual
transmission.
Automatic Transmission (AM)
 An automatic transmission shifts gear automatically with the help of a torque converter. They
offer better
comfort but due to complicated mechanism the maintenance cost is comparatively high.
Continuous Variable Transmission (CVT)
 Automatic transmission that can change seamlessly through an indefinite number of effective
gear ratios
between maximum and minimum values. The best thing about CUT transmission is power loss
during gear
shifting is zero, hence, more mileage.
Automated manual Transmission (AMT)

42
 Based on an electronic control unit and a hydraulic system that supervise the use of the clutch
and the gear
shifting, allowing the driver to change gear without using the clutch. We, at Maruti Suzuki, call
this technology
Auto Gear Shift (AGS). Affordable price and low maintenance are the highlights of AMT.
Safety – Brakes
 Anti-lock Braking System (ABS)
System that prevents wheel lock-up by automatically regulating the brakes. Allows driver to steer
the car even on slippery surfaces.

43
PRODUCT PROFILE OF THE ORGANIZATION
Maruti Suzuki Ignis
The Nexa car to join Nexa range will be the Ignis compact crossover.The first mini crossover of
the indo-japanese outfit
is expected in January 2017. Ignis is expected to come with a 1.0-litre Boosterjet three-cylinder
petrol engine.
Transmission options will include five-speed manual and maruti Suzuki may offer an AMT unit.
Apart from the turbo petrol engine, Ignis is likely to get a 1.2-litre VTVT petrol and a 1.3-litre
Multi jet diesel unit on a later stage.

Maruti Ignis India – Specifications

 Engine: 1.3 litre Turbo Diesel/1.2 litre Petrol
 Max. Power : 75 PS @ 4000 rpm/84.3 PS @ 6000rpm
 Peak Torque : 190 Nm @ 2000 rpm/113 Nm @ 4000 rpm
 Transmission : 5 Speed Manual/AMT
 Overall Length : 3,700 mm
 Overall Width : 1,690 mm
 Overall Height : 1,595 mm
 Wheelbase : 2,435 mm
 Tyre Size : 175/65R 15
 Drive Layout : Front Wheel Drive

44
Maruti Suzuki Baleno RS
Maruti Suzuki Baleno's go faster version, Baleno RS, is expected in February-March time frame.
The highlight of Baleno RS is its Boosterjet heart. This turbo petrol mill is expected to dish out
110bhp and 170Nm of peak torque. It will be either mated to five-speed manual or six-speed
automatic transmission. The transmission is also rumoured with paddle shifters.

ENGINE & TRANSMISSION

 Displacement : 998 cc
 Engine Description : 1.0-litre direct injection Boosterjet petrol engine
 Maximum Power : 101 BHP @ 5500 rpm
 Maximum Torque : 150 NM @ 1700-4500 rpm Bore x Stroke : 73x79.5 mm
 Fuel Type : Petro

DIMENSIONS & WEIGHT

 Overall Length : 3995 mm
 Overall Width : 1745 mm
 Overall Height : 1510 mm
 Wheelbase : 2520 mm
 Ground Clearance : 170 mm
 Kerb Weight : 950 kg
 Gross Vehicle Weight : 1360 kg
 Turning Radius : 4.9 metres
45
Maruti Suzuki Ciaz
Maruti Suzuki is reportedly planning to launch face-lifted Ciaz sedan in April 2017. The sedan
will get promotion from regular dealerships to Nexa range with the facelift. The new Ciaz will
come with updated new front grille, tweaked bumper and the addition of LED daytime running
lights. The sedan will get newly-designed alloy wheels, while top-spec version will boast of
electronic sunroof according to reports. Rear end will also get nip and tuck to complement
changes up front.

Dimensions & Weight

 Length : 4490 mm
 Width : 1730 mm
 Height : 1485 mm
 Wheelbase : 2650 mm
 Ground Clearance : 170 mm
 Kerb Weight : 1130 kg

Capacity
 Seating Capacity : 5 Person
 No of Seating Rows : 2 Rows
 Bootspace : 510 litres
 Fuel Tank Capacity : 43 litres

Engine & Transmission

  Engine Type : DDIS 200
 Valve/Cylinder (Configuration) : 4, DOHC
 Displacement : 1248 cc
46
  Mileage (ARAI) : 28.09 kmpl
 Turbocharger/Supercharger : Turbocharged
 Drivetrain : Front Wheel Drive
 Dual Clutch : No
 Sport Mode

Prospect Management
Showroom Interaction
A costumer walks in to the showroom with an enquiry about the most important witch highest
conversion ration.
Process guidelines
 Team should ensure customer is given a complete Nexa Experience
 Every Nexa staff member who meets the customer greets him in a warm and enthusiastic
manner. “good
morning/ good afternoon / good evening !”
 Every walk in customer should be served 200 ml mineral water bottle (Bisleri)
 Menu card must be offered to the customer while requesting for customer’s choice of beverage
 All the options (green / Assam / lemon tea /Coffee / Soft drink /Juice) must be mentioned while
after REESHAV
to customer
 All documents must be handed over to customer in only Nexa paper Dockets no losses sheets to
be cvstomer
Process Steps
 Floor manager (FLM) greets the customers and notes initial details of customer
 FLM presses the bell of RM and the pantry and escorts the customer to the customer lounge
 Party servers water (200 ml mineral water bottle) to the customer
 FM meets the customer in the customer lounge
 Fine out was the customer hopes to accomplish during his/her visit
 Understand need of customer and type of usage of vehicle enguired
 Capture contact detach in the enquiry tab
 Provide the desired details to the customer
 Drop the customer to the gate and say thank you when customer is leaving
47
Process key Notes
 Treat customer as an
 Assist listen and take customer sinuously
 Work at the customer’s preferred pace
 Do not rush through the process
 Use tab as an active tool for capturing information and and digital demonstration.
Process key Notes
 Call should be answered within the third ring
 The person must be able to provide information about
 Models & variants
 Features
 Colors
 Availability
 Current schemes
 Make sure that the name of the customer and the nature of information required are commences
concerned
person so that the customer does not have to repeat the same
Outside the Showroom Interaction Process Guidelines
 Relationship manager fixes an appointment prior to visit
 The Relationship is present at the appointed date with the desired vehicle and the tab
Process Key Notes
 Relationship manager should reach minutes prior to scheduled time.
Flowchart for Telephonic Interaction
Customer calls into the showroom

Telecaller greets the customer in a warm and enthusiastic manner

Politely ask for caller’s name and telephone number

Establish purpose of the call and attend to the customer’s requirement

48

If more information is required, then find out preferred time to call the customer and pass the
customer’s
Coordinates to the respective RM or the showroom manager

Politely ask the customer if he would like a Relationship Manager to call him

If customer agrees, then find out preferred time to contact the customer and transfer the prospect
details to the Relationship manager.

Flowchart for showroom Interaction

 Customer drives into the showroom

 Valet opens the door for the customer and greets him
 Valet hands over valet token to the customer and guides him to the door
 The customer enters the showroom and meets the FLM
 FLM meets and greets the customer, captures initial details, rings bell for RM and Pantry, seats
customer in lounge. Pantry boy brings water.
 RM finds out what the customer hopes to accomplish during his/her visit
 RM asks the customer about the product he is interested in and proposes to demonstrate the car
to the Customer
 RM requests the customer for test drive after demonstration
 RM request the customer to sit for further discussion in discussion area after demonstration/test
derive and
offers tea/ coffee/ choice of beverage
 RM requests for customer details and enters in the Tab. (RM should use Tab for further
discussion)
 RM provides quotation to customer if enquired by the customer
 RM keeps quotation and brochures in the paper folder and hands over to the customer
 RM drops the customer to the gate and says thank you when customer is leaving
 Valet hands over customer’s car, salutes and wishes him.

49
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

50
 DATA ANALYSIS AND INTERPRETATION

The result of the survey conducted as a part of the research study has been presented and
analyzed in this chapter. Analysis of data is the most skilled task in the research process. Analysis
of data means studying the tabulated material in order to determine inherent facts or meanings. In
other words the analysis means the computation of certain indices or measure or coefficients
along with searching for pattern of relationship that exist among data groups.

51
Percentage analysis:
Meaning: percentage analysis is one of the basic statistical tools which is widely used in analysis
and interpretation of primary data.

GENDER

Table No 4.1

Response No of Respondents Percentage

Male 68 68
Female 32 32
Total 100 100

Interpretation:

The above table shows that out of 100 respondents, 68% of respondents are males and 32% of
respondents are females. According to this study, majority of the consumers of Nexa cars are
male.

Chart No 4.1

GENDER

MALE
FEMALE

52
 CLASSIFICATION OF BENEFICIARIES

Table No 4.2

Response No of Respondents Percentage

Male 54 54
Female 18 18
Businessman 14 14
Salaried 6 6
Professional 8 8
Others 0 0
Total 100 100

CLASSIFICATION OF BENEFICIERIES

Male
Female
Bussinessman
Salaried
Professionals
Others

53
 DURATION OF USAGE

Table No 4.3

Response No of Respondents Percentage

<3 months 42 42
3-6 months 32 32
>6 months 12 12
Over a year 14 14
Total 100 100

Interpretation:

The above table shows that out of 100 respondents, 42% of respondents are using Nexa cars
for less than 3 months, 32% of respondents are using Nexa cars for 3 to 6 months, 12% of
respondents are using Nexa cars for more than 6 months and 14% of respondents are
usingNexa cars for over a year. Majority of the respondents are using Nexa cars for less than 3
months.

54
Chart No 4.3

55
56
 FREQUENCY OF USAGE

Table No 4.4

Response No of Respondents Percentage

Regularly 18 18
Rarely 28 28
Sometimes 38 38
Occasionally 16 16
Total 100 100

Interpretation:

From the study it is analysed that out of 100 respondents, 18% of respondents are using Nexa
cars regularly, 28% of respondents are using Nexa cars rarely, 38% of respondents are using
Nexa cars sometimes and 16% of respondents are using Nexa cars occasionally. Majority of
the respondents are using Nexa cars for sometimes.

57
Chart No 4.4

58
59
 USAGE OF OTHER BRANDS

Table No 4.5

Response No of Respondents Percentage

Yes 78 78

No 22 22

Total 100 100

Interpretation:
From the study it is analysed that out of 100 respondents, 78% of respondents use other brands
before Nexa and 22% continuing Nexa.

60
Chart No 4.5

61
 REASONS FOR PURCHASE

Table No 4.6

62
 Response Mean Rank Rating
Reasonable price 2.94 3 Dissatisfied
Good Quality 2.88 4 Dissatisfied
Easy Availability 1.84 5 Highly Dissatisfied
Advertisement 4.11 1 Highly Satisfied
Indian Brand 3.34 2 Satisfied
Mean of variances 3.022 Satisfied

Interpretation:

Reasons for purchasingNexa cars are measured by using 5 variables – Reasonable price, Good
quality, Easy availability, Advertisement and Indian brand and the Liker scale is quantified
using arithmetic mean code used highly satisfied-5, satisfied-4, neutral-3, dissatisfied-2,
highly dissatisfied-1.

The result is exhibited in the table 4.6. It is clear from the table that customers are highly
satisfied with advertisement (4.11) and customers are satisfied with the factor thatNexa is an
Indian brand (3.34), and customers are dissatisfied with the factor reasonable price (2.94) and
good quality (2.88) and highly dissatisfied with easy availability of cars (1.84). Overall the
reasons for purchasingNexa cars is 3.022 which means the customers are satisfied with the
reasons for purchasingNexa cars but not highly satisfied.

63
 TYPE OF PRODUCT

Table No 4.7

Response No of Respondents percentage

Personal care 38 38
Home care 24 24
Food 22 22
Others 16 16
Total 100 100

Interpretation:

The above table shows that out of 100 respondents, 38% of respondents are using personal
care range of Nexa Nexa, 24% of respondents are using home care, 22% of respondents are
using travel Nexa and 16% of respondents are using other Nexa Nexa . Majority of the
respondents are using personal care range of Nexa.

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Chart No 4.7

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 LEVEL OF SATISFACTION

Table No 4.8

Response No of Respondents Percentage

Highly Satisfied 14 14
Satisfied 42 42
Neutral 24 24
Dissatisfied 18 18
Highly Dissatisfied 2 2
Total 100 100

Interpretation:

The above table shows the overall satisfaction ofNexaNexa. Out of 100 respondents, only
14% of respondents are highly satisfied with Nexa Nexa, 42% of respondents are satisfied and
24% of respondents have neutral, 18% is dissatisfied and 2% are highly dissatisfied with Nexa
Nexa. It is clear that majority of respondents are satisfied with Nexa Nexa.

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Chart No 4.8

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 REASONS FOR DISSATISFACTION

Table No 4.9

Response No of Respondents Percentage

High Price 4 20
Low Quality 8 40
Insufficient Quantity 2 10
Use of fuel 4 20
Others 2 10
Total 20 100

Interpretation:

From the study it is analysed that low quality is the most important factor for dissatisfaction

i.e, 40%, then high price and use of chemicals (20%) and insufficient quantity and other
factors (10%).

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Chart No 4.9

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 FACTORS INFLUENCING PURCHASE

Table No 4.10

Response No of Respondents percentage

Family 16 16
Friends 22 22
Self 16 16
Advertisement 46 46
Total 100 100

Interpretation:

From the study it is analyzed that the factors which influenced the preference for this brand is
mainly advertisement (46%), then friends (22%), and family and self (16%).Thus the main
influencing factor for the preference of this brand is advertisement.

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Chart No 4.10

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 AWARENESS OF VARIETIES

Table No 4.11

Response No of Respondents percentage

Yes 70 70
No 30 30

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 Total 100 100

Interpretation:

From the study it is analyzed that 70% of consumers are aware about the varieties ofNexaNexa
available and 30% do not have the awareness.

Chart No 4.11

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 CHAPTRER 5

FINDINGS,SUGGESTIONS AND CONCLUSION

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1. FINDINGS

This study focuses on the consumer perception towardsNexaNexa among the sample of 100
consumers. Simple percentage analysis, likert scale and weighted average ranking is used as
tools to interpret the collected data. Based on the study the findings are:

 68% of consumers are male

 at the 54% of the consumers are bussinessmens

 Advertisement is the main reason for purchasing

 38% of the respondents are using personal care of Nexa

 42% of the consumers are satisfied with Nexa

 Low Quality is the most important factor for dissatisfaction

 Only 70% of consumers are aware about the varieties

 Television is the main source of awareness of the Nexa

 64% of consumers are unaware about the online services

 Online services are used mainly for buying and selling and advertisement

 46% of consumers agree that the company provides prompt services

 Less dealers is the most important factor which affects the sales

 52% of consumers suggest more dealers for increasing the sales volume

 63.64% of respondents tells that their complaints are not answered immediately

 58% respondents tells that they would like to purchase Nexa again in the future
 58% respondenttells they may recommendNexaNexa to the peer groups

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2. SUGGESTIONS

This study focuses on the consumer perception towardsNexaNexa among the sample of 100
consumers. Simple percentage analysis, likert scale and weighted average ranking is used as
tools to interpret the collected data. Suggestions are provided on the basis of findings:

 Company should improve the supply and distribution channels

 Providing more offerings to the customers will help to increase the sales

 Quires and complaints must be handled promptly by company

 Company should increase the effectiveness of advertisements in various media

 Most of the consumers are not aware about online services, so more awareness about
online services are required to improve the sales and profits
 Demonstration of Nexa should be improved

 Easy availability of Nexa helps to retain customers

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 3. CONCLUSION

The study helps to understand the customer perception towards Nexa. The study was a great
opportunity to understand consumer’s attitude, effect of advertisement on buyer’s behaviour
and to find out the factors which affects the sales volume.
The findings in the paper show that there are many significant factors that together make up
the buying decision of the product. Consumer perception towards a brand is built largely on
the satisfactory value the user receives after paying for the product and the benefits the user
looks for. Effective communication strategy emerged as the key factor that has influenced the
perception of Nexa and created a positive brand image for the same. Additionally, Baba
Ramdevs association lends credibility to theNexabrand. Finally to conclude that it is better to
adopt some changes or improvement to the current features of Nexa that will better satisfy the
consumer.

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BIBLOGRAPHY

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BOOKS

.The maruti story by R . C Bhargava

WEBSITES

 www.nexa.com
 www.ambalautos.com
 www.quora.com
 www.nxaoffering.com

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