TABLE OF CONTENTS

SERIAL NO. CONTENTS PAGE NO.

1. About the Company 1-29
2. Introduction to the Topic, Importance & Objectives 30-48
3. Research Methodology 49-52
4. Data Analysis & Interpretations 53-74
5. Findings, Conclusions, Recommendations & 75-82
Suggestions
Bibliography 83-91
Appendix [Questionnaire]

EXECUTIVE SUMMARY

1
This project has been completed in SUZUKI MOTORS PVT LTD. The
project is on CONSUMER BEHAVIOUR STUDY OF CUSTOMERS
OF SUZUKI. It includes various topics:

 PROFILE OF SUZUKI: It covers the introduction of company,

joint ventures, company’s developments and values.
 STARBUSES: Explanation of specification of various ranges of
SUZUKI, their advantages and disadvantages.
 COMPETITORS OF SUZUKI: Technical comparison of
SUZUKI with competitors, competitive sales report.
 MARKET SHARE: It is the analysis of domestic and global
market share and position of Tata Motors.
 ANALYSIS OF CUSTOMER’S NEED: Analysis of the
primary, secondary needs and the peripheral needs of the
customers.
 POTENTIAL CUSTOMERS: Customers of SUZUKI and where
SUZUKI is in use.

 SWOT ANALYSIS: SWOT analysis explains the strength,

weakness, threats and opportunity available to the company.
SWOT analysis is based on the study of market and competitors
of SUZUKI.

CHAPTER--1

2
COMPANY PROFILE

SUZUKI MOTORCYCLE INDIA PRIVATE LIMITED is a

subsidiary of Suzuki Motor Corporation, Japan where in we are

3
having the same manufacturing philosophy of VALUE PACKED
PRODUCTS right from the inception. SMIPL will be
manufacturing two wheelers best suited for the valuable Indian
customers covering all segments.

Plant area and production capacity

We have installed our manufacturing plant in Gurgaon (Haryana)
having the annual capacity of 7,50,000 Two Wheeler P.A. Total
land area of the facility at Gurgaon is 37 acres out of which the
present plant is constructed in an area of 10 acres of land. The
remaining area is left for land development and future expansion.

Company Head

Koichiro Hirao
Number of employees

3000+
Main Products

Motorcycles and scooters

Factory

Village Kherki Dhaula, Badshahapur, N.H.-8, Link Road,

Gurgaon.
Fax No. - 0124-4170 701

Sales & Marketing, Registered Office

4
 2nd Floor, Plot No. 1,Nelson Mandela Road, Vasant Kunj New
Delhi -110 070
Fax No. - 011-4607 5418

Operations

 Head office affairs

 Motorcycle engines assembling and machining

 Spare parts administration

 Education and training

 Public relations

 Research and development

 Testing and development of motorcycles

Manufacturing

Plant area and production capacity

SMIPL manufacturing plant installed in Gurgaon (Haryana) having

the annual plant capacity of 5, 40,000 units. We have got total land
area of 37 acres and out of which presently our plant is constructed
in approx. 10 acres of land and remaining area is left for the land
development and future expansion.

5
Environment

At Suzuki, the philosophy of keeping "environment first" is

properly percolated downwards. To comply with all applicable
legislations and setting standards thereof remains only a beginning.
We thrive to discover and invent mechanisms for better
environment management systems and it's a continuous process
which is managed by a separate wing of experts and specialist in
the field.

The biggest testimony of Suzuki's commitments towards

"environment first" is seen in the new plant of Suzuki two wheelers
at Gurgaon which is built to be a Zero discharge plant.

We have embraced Natural light optimization system and water

harvesting systems besides several other measures to create better
and cleaner environment around us. All packaging material used by
Suzuki is recyclable. A constant flow of internal communication on
environment related issues not only creates awareness amongst
employees but also helps in inculcating 'an environment friendly'
value system.

One more step in making company Environmental friendly is the

introduction of Natural Gas as a Fuel for Power generation and
Production processes. Natural Gas is considered as a Cleaner Fuel
and help in further improving ambient air quality levels.

6
Safety

Shop Floor Safety Measures

We have safety guards/safety curtains to ensure Operator safety on

machines. We have also installed robots throughout the facilities to
reduce the ergonomic stress on workers. There are gas detection
systems installed to eliminate any gas related accident and fire
detection system for immediate information about any fire related
incident.

We have fire fighting system (manual & automatic) for immediate

handling of any fire related accident. We have a fire tender
(capacity 4500 liters water, 90Kg CO2, 150Kg DCP and 500 liters
capacity foam).

We try to maintain zero accident record through regular safety

audit, frequent training for staff, line associates and contractors.

We organize different safety programs and competitions to

encourage employee awareness and involvement.

7
Environmental Utility

To take care of the health of all our employees, we maintain all

international parameters and standards for drinking water, treated
water, ambient air shop floor, office and the outside. We keep
updating all these standards of health and welfare of employees
through a team of well qualified personnel in the laboratory.

Quality Checks

Quality Control at Suzuki Motorcycle India has four main sections:

QC has four main sections as follows:

 Tested by SMC Japan with their international quality

standards
 Final ( Vehicle) Inspection
 Market Quality
 Parts Inspection

Parts Inspection

In Vehicle manufacturing, quality check consists of all body parts

engine parts.

 The non conformities in the parts being procured may lead to

production loss degradation of the quality of the final output
and life of the product. To ensure the product, the

8
 dimensional, material, aesthetic performance inspection for
the special processes are carried out on the individual parts
before they are declared fit for the assembly.
 For carrying out the inspection activities effectively, we
have the latest sophisticated machines installed in the
inspection area.

Final (Vehicle) Inspection

After the assembly is over, the vehicles are inspected for the
following critical aspects:

 Safety related parameters such as braking; clutch operation

and other functional defects of the vehicle.
 Emission related parameters for checking the conformance
of the exhaust gases with the emission rules.
 Functional & aesthetic parameters are also checked.

Market Quality

Most commonly known as "Warranty Section". The main function

of this section is:

 To act upon the customer's feedback received from the

service department for the up gradation of the product.
 To resolve the quality issues being received from the market
by visiting the suppliers & taking the corrective &
preventive measures for the same.

9
  Monitoring for the effectiveness of the measures taken for
the particular problems through the cut off engine/ frame
numbers.

Title and Applicability

Suzuki Motorcycle India Private Limited ('Company') has

developed its Corporate Social Responsibility Policy ('Policy') in
accordance with section 135 of the Companies Act 2013 and the
rules made there under.

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

CSR Vision Statement

As a socially responsible corporate, the Company promotes

inclusive and sustainable growth in the society, especially the local
community it operates in, through its business practices and social
initiatives. To meet this end, the Company shall implement
relevant programmes. Stakeholder engagement and shared value
creation will be the cornerstones of the CSR programmes.

CSR Objectives

10
The Company will contribute towards inclusive and sustainable
growth of the society with a focus on vulnerable and marginalized
population by being:

 Committed to improving the wellbeing of the local

community by implementing projects on education,
sanitation, infrastructure development, rural and state
recognized sports in the areas around its operations.
 Committed to environmental sustainability and ecological
balance by implementing projects on water conservation,
tree plantation in the areas around its operations.
 Committed to enhancing employability through skill
development and livelihood enhancement projects around its
operations.

 Committed to encourage and recognize its employees for

volunteering in the community by serving and sharing their
expertise and skill.
 Committed to identify needs of the intended stakeholders
prior to designing and implementing social projects.
 Committed to measure impact of its social projects.
 Committed to have organizational structure to ensure
implementation of CSR Policy and build capability and
capacity of project implementing teams.

CSR Programme Areas

The Company will focus primarily on the following projects:

11
 Community Development: The Company is committed to
improving the wellbeing of the local community by
implementing social projects in the areas around its
operations.
o Education: The Company will upgrade infrastructure
and focus on academic performance of Government
Schools. The Company will also promote co-
curricular, cultural and local and nationally recognized
sports activities amongst the school children and
youth of the local communities.
o Vocational skills for youth and women: The
Company will impart vocational skills to the youth
and women in the community to enhance their
employability.
o Sanitation: The Company will improve the overall
living condition of the communities by upgrading
solid and liquid waste management practices. The
Company will also undertake mass awareness
campaigns in the community.
o Environment Sustainability: The Company will
work towards environmental sustainability through
water conservation and forestation in the local
communities.
o Rural Development Projects: The Company will
undertake rural development projects based on the
community needs such as development of common
community infrastructure, up gradation of health
centers, safety on roads etc.

12
 Skill Development:
o Up gradation of Government Vocational and
Technical Training Institutes: The Company will
improve quality of training by upgrading
infrastructure, overall development of students and
staff, providing industry exposure to students and staff
and offering industry oriented add-on courses in the
Government Industrial Training Institutes (ITIs) to
make students industry ready. The Company will also
upgrade ITI Teacher’s Training Institute and the
Government Polytechnics.
o Skill Enhancement in Automobile Trade: The
Company will enhance skills of youth studying
automobile trade at Industrial Training Institutes and
Polytechnic (government and private) to enhance their
employment opportunities in automobile sector. The
project will include up gradation of training facilities,
training the trainers, providing study material and
practical training.
o Humanitarian Relief: The Company will support
relief efforts during natural calamities in India directly
or by contributing to the Prime Minister’s National
Relief Fund.
o CSR Capability building of Personnel: The
Company will build capability of own personnel as
well as of implementing agencies by way of training,
participation in conferences and through experience
sharing programmes. Expenditure on capability

13
 building will be well within the limit prescribed in the
CSR Rules.

Implementation

 The Company's ongoing CSR projects will be aligned to the

Policy. This Policy builds on the learning 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.
 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.
 Teams responsible for implementing the various CSR
projects are mentioned in the section on the Governance
Structure of the Policy.
 CSR committee will be authorized to sign Memorandum of
Understanding (MOUs)/Agreements with the implementing
partners after taking necessary action required.
 The company will set measurable targets for the social
projects wherever possible and will have a robust monitoring
and evaluation mechanism for its CSR projects.

14
Activities covered through CSR program


o HEALTH:- Provision of Refrigerated RO, Swatch
Bharat - Provision of Toilet in School for Boys &
Girls.
o Environment: - Solar Energy project in schools, Tree
Plantation.
o Education: - Training on Safe Driving, Sports
Facilities- Basketball Court.
o Safety: - Helmet for life, Donation of 100 Motorcycles
to District Administrative for community safety.

15
BIKE INDIA AWARDS 2015

16
 BIKE INDIA AWARDS 2015

BIKE OF THE YEAR UP TO 150CC SUZUKI GIXXER

17
 BBC TOPGEAR MAGAZINE AWARDS

STREET SPORT BIKE OF THE YEAR SUZUKI GIXXER

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 ANANDA VIKATAN MAGAZINE

BEST MOTORCYCLE OF THE YEAR 2015 SUZUKI GIXXER

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The core philosophy of SUZUKI is to provide "VALUE-PACKED
PRODUCTS". Since the founding of SUZUKI Motor Corporation,
the Organization's endeavor has always been to provide "VALUE-
PACKED PRODUCTS" as one of the manufacturing philosophies.
SUZUKI believes that "VALUE-PACKED PRODUCTS" come
from the effort to carry out Product development from customer's
point of view. This policy has been in effect since Company's
inception and has helped the Organization to meet customer's
needs. As a result, SUZUKI's Products have become well received
throughout the World. SUZUKI is fully committed to create
Products that meet customer's demand by utilizing its dynamic,
long-nurtured technological advantage coupled with its fresh and
active human resources.

 Develop products of superior value by focusing on the

customers
 Establish a refreshing and innovative company through
teamwork
 Strive for individual excellence through continuous
improvement

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CHAPTER II

INTRODUCTION TO THE TOPIC

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CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR means the function of required
performance and expectations. If a products is able to fulfill the basic
needs and uses of product is able to satisfy his needs.
When customers see the products and understand, and will have some
expectations that he is satisfied after using the products.
Definition;
According to Harold E Edmond son “customer satisfaction” is defined
as “the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services exceeds
specified satisfaction goals.”
CONSUMER BEHAVIOUR is defined by whether the customer
chooses to do business with you or your company in the future. many
factors play a role in customer satisfaction, including customer service,
product quality and the ease of doing business. Companies must
consider CONSUMER BEHAVIOUR as an important role in the
lifetime value of a customer.

Dissatisfaction-reducing buying behavior

The customer might experience post purchase satisfaction by seeing not
satisfied features of product or hearing good things about other product.
If the performance of product does not satisfy estimated expectations,
the customer is dissatisfied, where he develops negativity.

Post purchase satisfaction

When the customer is satisfied he will be very happy. And he will
suggest to another person that this product is quite good. The customer`s

31
satisfaction is a function of closeness between the purchasers product
expectation (E) and products understand performance (P)
Post Purchase actions
There is high chance of purchasing the product if the customer care is
taken very seriously. Marketing people should take more interest to
customer`s problem and their grievances. Marketing people should have
knowledge how customer behavior in different conditions and able to
satisfying the customers. The satisfied customer is the loyal customer of
the company and there are very chances to switching to other brands. A
satisfied customer is the effectiveness of customer care of the
organization. And it increases the customer loyalty
Customers buying decision process
Psychological factors, social factors, personal factors will influence
customer buying decision process

Buyer social personal psychological

Family age motivation

Reference groups Life style Perception

Social class occupation learning

Cross-cultural economic personality

Sub cultural Position /Attitude

The company should not concentrate on competition rather he will
concentrate one-to-one so that he is easily understanding customer
expectations and complain and it will be the most successful weapon.

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CONSUMER BEHAVIOUR should be main marketing tool of the
company.

Tools for tracking and measuring the systems of the satisfied customers
The aggressive companies consists systems to monitor the
CONSUMER BEHAVIOUR level before they affect sales before taking
action.
The main tracking systems are:
1. Customer Panel
2. Complaint&Suggestions System
3. Customer Surveys
4. Lost Customer Analysis
5. Ghost Shopping

COMPLAINT AND SUGGESTIONS

The records of customer ,analysis and responds to complaint and what
are the steps taken by the company in the dissatisfied customers and
whatever suggestions given by the customer will be solved by the
company or not. Any new idea given by the customer should be
welcomed.
Many banks, hotels and restaurants use this feedback method to gauge
and measure customer satisfaction

Follow the List method to handle complaints:

L-listen to complaining customers

I-Isolate core problem through questions
S-solve problem from keeping customer informed

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T-Take feedback from customers to make sure he is satisfied

CUSTOMER PANELS
Companies should consist panels of customers who have contact
periodically. In the panels different types of representatives should be
included. Such types of people are involved want to become the part of
promotion.

CUSTOMER SURVEYS
A survey has been conducted that how product has attracted of the
people and how the brand will attracted the consumer and what they
think and what is the direct measure of satisfied customers.
Companies will send questionnaires or make telephonic calls to a
random sample to conduct the satisfaction level. For this companies will
mark 5 point scale (very dissatisfied, dissatisfied, neutral, satisfied, very
satisfied) and ask about quality and other features of products.
Management than analyzed these ratings and then assess the satisfaction
level of customers so that by launching new products these surveys can
be helpful to boost the sales.

TAKE ACTION

MEASURE CUSTOMER OPINION

ANALYSE AND INTERPRET

INFORMATION

34
 PLAN CORRECTIVE MEASURE

GHOST SHOPPING
Customer depend companies recruit persons to become as potential
buyers to report on findings on good and bad points they experienced in
buying company and competitors product. The ghost shoppers will tell
certain

RETENTION OF CUSTOMERS
Holding a single customer is most important than attracting new
customers. A satisfied customer is the royal customer and brings lots of
customer to the company. So whatever planning should be made there
should be a plan of retain customer. All marketing strategy should be
adopted to retain the customer. Create corporate mechanism aimed at
customer value.
Company can make customers happy by providing empathy,
responsiveness, assurance, reliability and tangible substances.
The company should create such type of link between customers and
themselves look like mother foster his sons. It is true that it is always
costly pay less attention to another brands and focus on retaining the
customer. Sales person should be aware of profitable and non profitable
customers.

35
CUSTOMERS WILL BE SATISFIEDBY CONTINOUS
IMPROVEMENT SYSTEM ANDMAINTAINING
OVERALL QUALITY
1. Companies should have thirst for quality and should meet high
standards.
2. Quality should be check in every stage from planning to production.
3. New successful method and techniques should be adopted and applied
consistently.
4. There is no compromise of quality and customer satisfaction.
5. There is zero defects or 100%quality. If there is some defect than
replacement should be done immediately
6. QUALITY should be in highest standard of the company
7. Company should focus on innovative ideas and new technology to
satisfy the customers.

SIX COMPETITIVE ADVANTAGES THROUGH

CUSTOMER SATISFACTION

1. Repeat buying
2. Higher price
3. Loyalty in crises
4. Word or mouth
5. One stops shopping
6. New product innovation

Advantage

36
 Customer comments, suggestions and response about a company`s
products, business practices and customer service orientation are one of
the biggest advantages of customer feedback surveys. Critical input and
answer can help a company to develop better customer relation
programs.
Disadvantage
Customer feedback surveys and questionnaires can sometimes be too
scientific and methodical to capture to human instincts and traits of
consumer. Rigorous analysis and interpretation of feedback and answers
provided by the customers might not provide the right kind insights that
business not to better serve customer.
Importance
Since sales are the most important goal of any commercial enterprise. It
become necessary to satisfy customer for customer satisfaction. The
main important things like:
 Quality
 Fair prizes
 Efficient delivery
 Good customer handling skills
 Serious consideration of consumer complaints

Satisfaction is the feeling of pleasure or disappointment obtained

from comparing a product perceived performance in relation to
his or her expectations. The customer is dissatisfied. It the
performance matches the expectation, the customer satisfied. If
the performance exceeds expectations the customer is highly
satisfied.

37
 Increased repeat purchase CONSUMER BEHAVIOUR
increased revenue

Customer Satisfaction Survey:

Study show that although customers are dissatisfied with one
out of every four purchases, less than five percent of dissatisfied
customers will complain. Most customers will buy less or switch to
other supplier. Complaint levels are thus not good measure of customer
satisfactions responsive companies measure customers
Satisfaction directly by conducting periodic survey. They send
questionnaire or make telephonic calls to a random sample of recent
customers. They also solicit buyer’s views on their competitor
performance.
While collecting customer satisfaction data, it is also useful to
asked additional questions to measure re purchase intention; this will
normally be high if his customer satisfaction is high. It is also useful to
measure likely hood or willingness to recommend the company and
brand to others. A high positive word-of-mouth score indicates that the
company is producing high customer satisfaction.
Customer satisfaction helps company in knowing the wants, needs and
expectation of customers. It also helps to collect feedback about
products. This will assist company in new product development.

Introduction:

38
Customer satisfaction, a business term, is a measure of how products and
services supplied by a company meet or surpass customer expectation. It is
seen as a key performance indicator within business and is part of the four
perspectives of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.

There is a substantial body of empirical literature that establishes the benefits

of customer satisfaction for firms.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while

targeting non-customers; measuring customer satisfaction provides an
indication of how successful the organization is at providing products and/or
services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a
number of both psychological and physical variables which correlate with
satisfaction behaviors such as return and recommend rate. The level of
satisfaction can also vary depending on other options the customer may have
and other products against which the customer can compare the organization's
products.

Because satisfaction is basically a psychological state, care should be taken in

the effort of quantitative measurement, although a large quantity of research in
this area has recently been developed. Work done by Berry, Brodeur between
1990 and 1998 defined ten 'Quality Values' which influence satisfaction
behavior, further expanded by Berry in 2002 and known as the ten domains of
satisfaction. These ten domains of satisfaction include: Quality, Value,

39
Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental
Teamwork, Front line Service Behaviors, Commitment to the Customer and
Innovation. These factors are emphasized for continuous improvement and
organizational change measurement and are most often utilized to develop the
architecture for satisfaction measurement as an integrated model. Work done
by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the
basis for the measurement of customer satisfaction with a service by using the
gap between the customer's expectation of performance and their perceived
experience of performance. This provides the measurer with a satisfaction
"gap" which is objective and quantitative in nature. Work done by Cronin and
Taylor propose the "confirmation/disconfirmation" theory of combining the
"gap" described by Parasuraman, Zeithaml and Berry as two different
measures (perception and expectation of performance) into a single
measurement of performance according to expectation. According to
Garbrand, customer satisfaction equals perception of performance divided by
expectation of performance.

The usual measures of customer satisfaction involve a survey with a set of

statements using a Likert Technique or scale. The customer is asked to
evaluate each statement and in term of their perception and expectation of
performance of the organization being measured.

40
SWOT analysis of SUZUKI MOTORS

4.1) Strengths:
The main strength of SUZUKI MOTORS within the IT market lies in
its brand image and recognition. SUZUKI MOTORS, having established a
global presence and having invested highly in marketing a differentiated
image by promoting a SUZUKI MOTORS life style, currently enjoys a
differentiating advantage that, if exploited properly, can offer a lead in
competition. The presence of SUZUKI MOTORS in numerous countries
within Europe as well as in all part of the world enhances this image.

4.2 Weaknesses:
The expansion of SUZUKI MOTORS has been completed at the
expense of direct control of its operations. The company grew through a
process of acquisitions of national IT companies (e.g. the acquisition of the
third biggest Czech SUZUKI MOTORS Product operator, Cesky rather than
organic growth. This increased its base quickly, offering direct market
knowledge and immediate additions of customer bases at the expense of direct
effective control of the subsidiaries. At the same time though, it implicitly
imposed a centralized operational structure for the group, nominating the UK
headquarters as the leading business unit running a much centralized
marketing and handset procurement at group level. This has resulted in the
neglect of local markets and local differences, allowing market share to be
gained by smaller local competitors. Due to the highly saturated Western
European market this has resulted in an increase in the price elasticity of
demand, with consumers becoming continuously price oriented. This has
resulted in high customer churn rates reaching the level of 32.8% in the UK
compared to O2’s 24%.

4.3 Opportunities:
The IT market, even though highly saturated in some regions offers
great potential due to the ageing population and the sophistication of the
consumers. It offers great opportunities through a careful market segmentation
and exploitation of particular profitable segments. Different strategies should

41
be pursued –, sophisticated solutions for younger generations. The expanding
Boundaries of the market could provide further opportunities by allowing
SUZUKI MOTORS to enter more aggressively into fixed‐line service and to
better enjoy the benefits of its high investment in technology. Moreover the
company has undertaken its first steps in establishing strategic alliances to
develop customized solutions for end‐users: SUZUKI MOTORS recently
announced two new partnerships, one with supermarket group ASDA to
launch an ASDA branded service in the UK, and another with electrical
retailer DSG International to provide mobile solutions to small businesses.
This could further be enhanced to avoid being a late‐entrant in this new
method of distribution which offers access to a wide potential customer base.

4.4 Threats:
The European part of SUZUKI MOTORS’s market is characterized by
existing high levels of competition. Major brands are exploiting the price
sensitivity of customers and in this way they are building a stronger image and
presence in the market. Indirect competition is also increasing further, through
the presence of Skype and other related (not only voice) Internet‐based
services.

MEANING
Customer satisfaction means taking complete care of customer by
giving them complete knowledge about the product and about all the feature of
that particular product
Customer satisfaction is the end result of your interaction with the
customer. By giving the best customer service and making sure that the
customer was given the best resolution at the end of the call, then we can say
that the customer is satisfied even if it's not verbally said.
According to me customers are those who pay (salary). Satisfaction
is the key to hold the customer for future business. Complete knowledge must
be given; each and every query must be clarified by the seller. If a customer
remembers you for future business then we can say that customer is satisfied.

42
DEFINITION
According to Harold E Edmondson “Customer satisfaction” is defined
as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals.".
Customer satisfaction is defined by whether the customer chooses to
do business with you or your company in the future. Many factors play a role
in customer satisfaction, including customer service, product quality and the
ease of doing business. Companies must consider customer satisfaction as an
important role in the lifetime value of a customer.
Customer satisfaction, a term frequently used in marketing, is a
measure of how products and services supplied by a company meet or surpass
customer expectation. In a survey of nearly 200 senior marketing managers,
71 percent responded that they found a customer satisfaction metric very
useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of
a Balanced Scorecard. In a competitive marketplace where businesses compete
for customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.
SEVEN STEPS:
 Encourage face-to-face dealings.
 Respond to messages promptly and keep yours clients informed.
 Be friendly and approachable.
 Have a clearly-Defined customer service policy.
 Attention to details.
 Anticipate your client’s needs and go out of your way to help them out.
 Honor your promise

MEANING OF CUSTOMER SERVICE

Serving your customer with a smile on your face, even when things
don’t go right.

43
DEFINITION OF CUSTOMER
 A person, company or other entity which buys goods and services
produced by another person, company or other entity.
 One who regularly or repeatedly makes purchases of a trader, a
purchase a buyer.

DEFINITION OF CUSTOMER SERVICE

According to Jack Speer “Excellent customer service is the process by
which your organization delivers its services or products is way that allows the
customer to access them in the most efficient, fair, cost effective and humanly
satisfying and pleasurable manner possible”.
Customer service is a common term we are familiar with which means
one who aids or provides helps to the purchase of goods and service.

SIX COMPETITIVE ADVANTAGES THROUGH CUSTOMER

SATISFACTION:
Customer
satisfaction

Repeat Higher Loyalty Word or One stops New

buying price in crises month shopping product
innovatio
n
Profit Corporate Growth
performance

ADVANTAGE
Customer comments, suggestions and response about a company’s
products, business practices and customer service orientation are one of the
biggest advantages of customer feedback surveys. Critical input and answer
can help a company to develop better customer relation programs.
DISADVANTAGE

44
 Customer feedback surveys and questionnaires can sometimes be too
scientific and methodical to capture to humane instincts and traits of
consumer. Rigorous analysis and interpret ion of feedback and answers
provided by customers might not provide the right kind insights that business
not to better serve customer.
IMPORTANCE
Since sales are the most important goal of any commercial enterprise.
It become necessary to satisfy customer for customer satisfaction it is
necessary to establish and maintain certain important characteristics like:
a) Quality
b) Fair prizes
c) Efficient delivery
d) Good customer handling skills
e) Serious consideration of consumer complaints

Satisfaction is the feeling of pleasure or disappointment attained from

comparing a product perceived performance (outcome) in relation to his or her
expectations. The customer is dissatisfied. If the performance matches the
expectation, the customer satisfied. If the performance exceeds expectations
the customer is highly satisfied.

45
BENEFITS

46
 OBJECTIVE

Primary objective:-

1. Conduct CONSUMER BEHAVIOUR survey for SUZUKI.

2. To find out customer expectation from SUZUKI.

3. To study the factors those satisfy and delight the customer.

Secondary objective:-

1. To find out problem faced by customers.

2. To understand the customers requirement from the SUZUKI.

3. To know customer opinion about SUZUKI’s vehicles.

47
 SCOPE OF WORK

The customer is always right. This is incontrovertible. Customer

belongs at the heart of every business because without them there is no
business. Without their money, there is no exchange. Therefore, for any
company, the customer is the starting point that influence very move.
Marketing is based on this logic. It is process by which a
company finds out what its customers want and need, and then delivery
it in a way that that makes as much profit as possible.
Because marketing focuses on customers, the heart of every
business and sources of all income, it follows logically that marketing as
a mere function of business to be performed intermittently.

48
CHAPTER III

RESEARCH METHODOLOGY

49
Definition:

Statistical method was followed in this research because the data was of
descriptive nature and it also enabled accurate generalizations. Research
methodology is a process to systematically solve the research problem.
It may be understood as a science of studying how research is done
scientifically. Why a research study has been undertaken, how the
research problem has been defined. In what way and why the hypothesis
has been formulated, what data have been collected and particular
method has been adopted. Why particular technique of analyzing data
has been used and a host of similar other questions are usually answered
when we talk of research methodology concerning a research problem or
study.

A research design serves as a bridge between what has been established

(the research objectives) and what is to be done, in the conduct of the
study. In this project research done is of conclusive nature. Conclusive
research provides information that help in making a rational decision.

Descriptive design was choose to measure the satisfaction level of

customers on the basis of different parameters such as quality, price,
features, technology, after sale services etc.

This design ensured complete clarity and accuracy. It also ensured

minimum bias in collection of data and reduced the errors in data
interpretation. St

Introduction:

50
The objective of this project is to conduct the CONSUMER
BEHAVIOUR Survey for SUZUKI and recording, analyzing and
interpreting the wants and expectations of customers. For the company,
it is essential to know whether customers are satisfied or not with the
SUZUKI and services provided by company.

Statements of the problem:

The purpose of conducting this research is to get the actual idea about
the experiences of customers and their satisfaction level with SUZUKI.
What types of problem they face after purchasing the vehicles. The
purpose of conducting this research is also to find out expectations of
customers for SUZUKI. Users were selected and then the analysis was
formed regarding the people’s beliefs, satisfaction and expectations
about the SUZUKI.

This was basically the problem that was discovered to conduct this
project i.e.

“CONSUMER BEHAVIOUR survey for SUZUKI.”

SOURCES OF DATA

Primary data:

Primary data are those which are collected a fresh and for the first time,
and thus happen to be original in character. It was collected through
questionnaire and personal interviews.

Secondary data:

51
The secondary data are those which have already been collected by
someone else and which have already been through the statistical
process. The data were collected in the form of company profile and
produce profile from the web sites and news paper. Some of the books
were referred for theoretical concepts.

52
 CHAPTER IV

DATA COLLECTION

&

DATA ANALYSIS

53
Table No.-6.1 Table showing Occupation of Customer-

S.No. Occupation No. of

Respondent
1 Business 44
2 Employee 32
3 Agriculture 14
4 Other 10

Source-Primary data

Interpretation –

It is observed that, 44% customers are doing the Business and

32% customer are the employee in private or government sector, 14%
are farmer and 10% in other field.

54
 Table No.6.2 Table showing Age of the SUZUKI’s Customer

Buyer 20 – 25 26 – 34 35 - 44 45 & above

1st 5 22 8 6
2nd 0 10 14 10
Additional 0 8 8 9
Total 5 40 30 25

Ist
2nd
Additional

20 - 25 26 - 34 35 - 44 45 & above

Source-Primary data

Interpretation –
It is observed that, 5% customer’s age is between the 20-25 years, 40%
in 26-34 years, 30% in 35-44 years and 2% customers above 45 years

55
Customers remark No. of respondent
Excellent 50
Good 30
Average 15
Table No.-6.3
Below average 5
Table showing
Pre-Sales satisfaction level of the customer.

Interpretation –
It is observed that, 50% of the customers are highly satisfied with the
Pre-sales services
And 5% are dissatisfied with the Pre sales services.

56
Table No.-6.4 Table showing customers opinion about the SUZUKI
vehicles for Value for Money

Respondent's Remark No of respondents

Above Expectation 38
As per Expectation 42
Below Expectation 20

Value for Money

Above Expectatiom As per Expectation Below Expectation

Below Expectation; 20; 20%

Above Expectatiom; 38; 38%
As per Expectation; 42; 42%

Interpretation –
42% of the respondents are of opinion that vehicles are as per
expectation & 20% are of the opinion that the vehicle are below
expectation.

57
Table No.-6.5 Table showing Post-Sales satisfaction level of the
customer.

Customers remark No. of respondent

Excellent 30
Good 45
Average 20
Below average 5

Interpretation –

It is observed that, 45% of the customers are highly satisfied with the
Post-sales services
And 5% are dissatisfied with the Post sales services.

58
Table No.-6.6 Table showing customer priority with respect to
characteristic.

Aspect No of Respondents
Comfort 12
Mileage 26
Features 12
Looks 20
Price 24
Safety 6

Interpretation –
It is observed that, 26% of the customers preferred Mileages as
first preference and 6% preferred safety

59
Table No.-6.8 Table showing customer remark about services.
Customers No. of
remark Respondent
Excellent 35
Good 55
Average 17
Below
average 3

Interpretation –
It is observed that, 55% of the customers are satisfied with the
services, and 3% are not satisfied.

60
Table No.-6.9 Table showing customer expectation for improvement in
SUZUKI.

Interpretation –

46% of the customers are of opinion that SUZUKI should improve in

quality.

61
Table No.-6.10 Table showing customer’s repurchase intention.

Customers remark No. of Respondent

Yes 74
No 26

No. of Respondent

No. of Respondent

Interpretation –
It is observed that, 74% of the customers are ready to repurchase
the SUZUKI car, 26% are not ready to purchase the car.

62
Table No.-6.11 Table showing customer’s recommendation intention.

Customers remark No. of Respondent

Yes 72
No 28

Recommandation to friends/relatives

No; 29; 28%

Ye
s
Yes; 75; 72%

Interpretation –
It is observed that, 72% of the customers are ready to recommend
the car to the friends and relative, 28% are not ready to recommend the
car to the friends and relatives.

63
Table No.-6.12 Table showing customer’s preference about M-Finance.

Customers remark No. of Respondent

Yes 38
No 62

Interpretation –
It is observed that, 62% of the customers are ready to prefer M-
Finance, 28% are not ready to prefer M-Finance.

64
Table No.-6.13 Table showing customer’s preference about M-
Insurance.

Customers remark No. of Respondent

Yes 86
No 14

Interpretation –
It is observed that, 86% of the customers are ready to prefer M-
Insurance, 14% are not ready to prefer M-Insurance.

6.14) For how long do you own a car?

34

65
 0-1 year
1-2 year 29
2-3 year 26
above 3 year 11

INTERPRETATION: - It is observed that mostly the customers

are having new cars.

66
 6.15) For what purpose do you use your car

SUZUKI Tata ford

38
Office Purpose 13 42

Personal purpose 17 15 27

Joy Purpose 10 18 10

15
Other 40 15

INTERPRETATION:- The customers are using their bikes mostly for

official and personal purpose.

67
 Does Advertisement Influence your decision in choosing a car?
Yes 65
No 15
Can’t say 10

INTERPRETATION: - Out of the sample size of 90 customers, 65

customers agrees with the fact that advertisements play a very
significant role in influencing their behavior to choose the car. On the

68
other hand 15 customers do not agree to this fact. While remaining 10
customers are not sure about it.

Are you satisfied with the performance of the car that you are
currently havin?
Yes 55
No 28
Can’t say 7

69
INTERPRETATION:- Out of the sample size of 90 customers, 55
customers says that they are satisfied with the performance of their car.
On the other hand 28 customers are not satisfied with the performance
of the carsthat they are having. While the remaining 10 customers are
unable to say anything.

.Have you heard about SUZUKI brands before purchasing it?

 Yes 60%
 No 40%

70
.Who recommended our product?
a. Family friend 65%
b. Employee of SUZUKI35%

71
72
On the price of your car?
 Affordable
 High
 Should be Revised

73
.Are you satisfied with SUZUKI brands and products?
a. Yes
b. No
c. others

74
75
. How do you know about our brand/product?
a. TV. Ad
b. Print Media
c. Internet
d. People/friends

76
CHAPTER V

CONCLUSION

77
CONCLUSION

It has been observed that most customers are satisfied with pre
sales services similarly most of these customers are dissatisfied with the
post sales service which is the matter of concern for the company.
SUZUKI needs to improve some parts of products specifically the
interiors. High consumer behavior level helps the company to retain its
existing customer as well as generate new customer through word to
mouth publicity.

CONSUMER BEHAVIOU Rindex is a good tool to make

improvements in the products and services of the company. And
therefore should utilize carefully & kept as confidential as possible.

78
SUGGESTION

After conducting the survey and knowing the market, I realized that:

 The company should keep in mind the need of young

generation.

 Company should improve the promotion strategy of product.

 Company should improve the promotion strategy of Add-on

services.

 It will be beneficial for the company to make the warehouse

near to the showroom and there should be roof facility,
adequate security facility in the warehouse.

 The Company should know its customers satisfaction level

throughout doing periodic surveys. Periodic surveys can treat
CONSUMER BEHAVIOUR directly.

 Company should improve/upgrades its employee’s product

knowledge, market situation, and its competitor’s knowledge
by giving proper training to employee.

 Company should upgrade or innovate its new product.

79
 The Company should not only concentrate on the
CONSUMER BEHAVIOUR but also the company led to
monitor their competitor’s performance in their areas of
operations.

LIMITATIONS

80
LIMITATIONS OF STUDY:
Though the research was conducted properly, the probability of
errors & biases kept is minimum; still some errors occurred because of
certain limitation.
These are as follows:-
a) A very short span of time for research.
b) This is time-consuming research method & the respondents did
not have sufficient time for giving information for such type of
research.
c) People were reluctant to give responses for such type of research.
d) People also did not give proper response for Questionnaire &
interview, because of short time.
e) Study is restricted to only Agra city.
I have honestly and sincerely tried to present the facts and
figures but some error still might have cropped up.

81
FINDINGS

82
Findings

1. The prospective segment is from the business and self

employed class.

2. The company should concentrate on the age group 26-

34.
3. SUZUKI should continue to maintain the standard of
the service.
4. It is observed that, 42% of the respondent are of
opinion that vehicles are as per expectation, and 20%
are saying its below expectation.
5. Company should improve its post sales service.
6. The customer highest priority is for the mileage.
7. SUZUKI needs to improve its awareness about Add-
on-Services like any time SUZUKI, MEW etc.
8. Customer are highly satisfied with the service which
help in customer retention
9. It is observed that, 46% of the customers are of opinion
that SUZUKI should improve in quality, and 16% of
the opinion that SUZUKI should improve in price.
10. Customers are highly satisfied which help in customer
retention.

83
11. Company has created goodwill among the customers
which will help them to recommend car to friends and
relatives.
12. SUZUKI needs to educate the customers about the
benefits of M-Finance. They can motivate the cash
customers to offer M-Finance.
13. It is observed that, 86% of the customers are ready to
prefer M-Insurance, 14% are not ready to prefer M-
Insurance.

84
BIBLIOGRAPHY

85
 BIBLIOGRAPHY

1. Philip Kotler Marketing Management , the millennium edition

2. C.R. Kothari Research Methodology-.2ndedition

Books:
 Marketing Management – Philip Kotler, Kevin Lane Keller.
 C.R COTHARI
 C.B.GUPTA

3. Website visited –
www.SUZUKIsuzuki.com
www.automotive.com

www.SUZUKIudyog.com

4. Newspaper-business standards, Dainik Jagran, Times of India,

etc.

86
QUESTIONNAIRE

87
 QUESTIONNAIRE

Dear Sir / Madam

(Please tick ( ) appropriate answer in the box / space)

Customer introduction ……..?

Name: -……………………..

Profession: -……………………..

Address: -……………………….

Age of Respondent

a) <25 b) 25-34

c) 35-44 d) 45 & above

Annual Income
a) 3-5 lack b) 5-8 lack

c) 8-12 lack d) 12 and above

88
\

1. Which Model of SUZUKI are you using?

Car:-
……………………………………………………………………………
…

2. From how many years you are using this model?

a) 0-2 years b) 2-4 years

c) 4-6 years d) 6-8 years

3. Preference for choosing particular car?

a) Comfort b) Mileage

c) Feature d) Performance

e) Looks f) Price

g) Others Please specify:-………

89
4. Are you satisfied with your car?

a) Yes

b) No

If No, give the reasons for the same

a) Comfort b) Mileage

c) Feature d) Performance

e) Looks f) Price

5. From which of the following add- services are you unaware?

a) MTV b) M-Finance

c) M-Insurance d) SUZUKI on road services

e) Any time SUZUKI f) MGA

b) MGP h) SUZUKI Extend warranty

6. Do you prefer M-Insurance over any other insurance option?

a) Yes

b) No

90
 If No, then why:-……………….

7. Do you prefer M-Finance over any other finance option?

a. Yes

b. No
If No, then why:-……………….

8. Do you prefer to get MGA fitted in your car or any local

accessories?

a) MGA b) Local

9. What is your Pre-sales experience while purchasing the car?

a) Excellent b) Good

c) Average d) Below Average

10. What is your Post-sales experience after purchasing the car?

a) Excellent b) Good

c) Average d) Below Average

11. Are you satisfied with the features of SUZUKI?

91
 c. Comfort……. /5 b) Mileage……. /5

c) Feature ……. /5 d) Safety……. /5

e) Looks ……. /5 f) Price……. /5

12. How will you rate SUZUKI on the basis of Value for Money?

a) Above Expectation

b) Below Expectation

c) As per Expectation

13. Do you find easy availability of spare parts?

a) Yes

b) No

14. Would you like to re purchase the SUZUKI car?

a) Yes

b) No

92
15. Would you like to recommend the SUZUKI car to your
friends/relatives?

a) Yes

b) No

93