A Study On Customer Perception Towards Sales and Service of Suzuki Motors

A STUDY ON CUSTOMER PERCEPTION TOWARDS SALES AND SERVICE OF
SUZUKI MOTORS
CHAPTER 1
INTRODUCTION
Page 1
ACHARYA BANGALORE B-SCHOOL
SUZUKI MOTORS
1.1 INTRODUCTION
The automotive industry is increasingly becoming the cynosure

of the manufacturing sector across the globe. The attention and importance to the
automotive industry in the economic development and planning policies of
Government and its agencies has also witnessed significant uprise. The industry has
been evolving over the years, meeting up with challenges as diverse as transitions,
consolidations and restructuring, and thereby adapting to the new market conditions.
In the last few years, the world automotive industry has changed its locational
preferences due to various reasons. Earlier, the automotive industry was largely
confined to the triad - North America, Europe and Japan; however, with the
emergence of some vibrant developing economies, like Brazil, India and China, the
global automotive industry has been considering a different growth perspective, and
has been relocating the operations.
These growing developing economies has been evolving as the manufacturing hub,
as also the newfound markets, for the global majors like Ford, General Motors,
Chrysler, Toyota, Honda, Nissan and BMW, who are competing to enhance their
market share in these markets. Increasing growth in GDP and the growing disposable
income has catapulted these emerging economies as market for automotives, while
the low cost of operations and skills in design and R&D made them as destinations
for investment and manufacturing operations.
An expanding middle class, a young population, and an increasing interest of the

companies in exploring the rural markets have made the two wheelers segment (with
80 per cent market share) the leader of the Indian automobile market. The overall
passenger vehicle segment has 14 per cent market share.India is also a substantial
auto exporter, with solid export growth expectations for the near future. Various
initiatives by the Government of India and the major automobile players in the Indian
Page 2
SUZUKI MOTORS
market is expected to make India a leader in the Two Wheeler and Four Wheeler
market in the world by 2020.
Automobile industry plays a prominent role in the development of a Nation.

It provides employment to million s of people and brings lot of foreign exchange.
After liberalization the automobile sector developed very rapidly and today it
contributes to 3.5 % of Indian GDP. Many National and International companies are
competing with one another to excel in Indian market. Galaxy Motors is finding a
difficult situation in the present scenario. After enjoying the second position the
company is in fifth position today. The company has to reengineer its entire strategy
to reach its previous position in automobile bikes.
India is one of the fastest growing economies in the world. Automobile industry had
seen many ups and downs in India prior to liberalization. The liberalization of Indian
economy enabled India to advance itself in many sectors. Automobile is one such
sector wherein India has seen tremendous improvements. To sustain this rate of
growth in automobile sector India has to introduce so many measures to have higher
customer satisfaction. Galaxy Motors is the leading automobile company in India. To
be successful the company has to read the minds and perceptions of the prospective
buyers. The present study attempts to analyse the variables that effect the buyer
behaviour.
The automobile industry accounts for 22 per cent of the country's manufacturing
gross domestic product (GDP). The Indian auto industry is one of the largest in the
world with an annual production of 21.48 million vehicles in FY 2013-14. The entry
of global auto-majors into India has significantly altered the automobile-
manufacturing scenario in the country. The changes in design and adaptation of
international technologies have enabled the Indian automotive industry to compete
globally, and thus are also exposed to global challenges. Alongside the challenges,
the trend also presents a plethora of opportunities to Indian automotive industry,
which needs to be capitalized, so as to emerge as a successful global player.
Page 3
SUZUKI MOTORS
After-sales support, sometimes called after-sales service, is any service provided after
a customer has purchased a product. After-sales support may be provided by a
retailer, manufacturer, or a third-party customer service or training provider.
Typically, examples of after-sales service include support regarding warranty service,
training, or repair and upgrades. After-sales support may also be considered to be part
of a company's overall marketing strategy. Some customers might seek out a
company’s products based on its after-sales service.
After-sales support helps ensure that a customer gets as much use and value as
possible out of their purchase. This may entail training on existing features or
education about new uses or capabilities. The business reasoning behind after-sales
support is that it can contribute to brand loyalty and repeat sales; happier customers
tend to create repeat customers. Good after-sales services can also result in positive
word-of-mouth for a company. Poor after-sales support can prevent companies from
achieving a good customer satisfaction record and therefore growth.
Automated customer service lines can give advice and solutions to frequent or even
more complex issues and questions. Typically, rather than employing more human
customer service representatives, automated responses and bots allow customers to
easily access support at any time, either by phone or online.
Customers who have a bad experience with a product have more venues than ever to
publicly complain. As such, companies should be proactive in reaching out to
customers after a purchase is made to ensure that their experience is as good as it can
be. Reaching customers early can avoid product returns and public complaints, which
can lead to negative public perceptions. Such interaction should be ongoing, as well,
and give customers the opportunity to revalidate their decision to buy a product.
Companies should also make it easy for happy customers to share their experiences
Page 4
SUZUKI MOTORS
with their products, such as providing the opportunity to post reviews, ideas and
stories on social media.
A sale is the first step to increasing your sales, not the last. Providing good after-sales
service shows your customers you want to build a long-term relationship with them,
earn their loyalty and keep their business.
Many successful businesses use after-sales service strategies to consolidate sales,

build customer relationships and grow their profits. Providing after-sales service
keeps your customers coming back to you and encourages them to refer your business
to others.
After-sales service includes what you do at the point of sale, including your customer
service and selling techniques. It also includes how you follow up after the customer
has left, such as providing follow-up contact and effectively dealing with complaints.
This guide highlights the importance of after-sales service and explains customer
service techniques that will help you build better relationships with your customers.
Page 5
SUZUKI MOTORS
CONSUMER PERCEPTION
It is the process through which an individual interprets ones’ sensory impressions to

give meaning to them. Schiffman defines it as “the process by which an individual
selects, organizes, and interprets stimuli into a meaningful and coherent picture of the
person organizes facts around the stimuli and gives meaning to it. The perceptual
process depicts a complex and dynamic interplay of three processes, viz., selection,
organization and interpretation.
Perception can be better explained by understanding the nature and characteristics of

perception. world.” Perception is much broader in scope.
THE PERCEPTUAL PROCESS AND THE MECHANISM:
The perceptual process starts when a person is exposed to a stimulus and the sensory
receptors report the same to the human body. While the senses may be exposed to
various stimuli, the human senses select only some of these at a point of time. This is
because the sense organs have a limited capacity at a particular point of time. After
the sense organs report a few stimuli, the perceptual process takes over. Of the stimuli
that have been detected, few are selected, organized and interpreted for meaning. This
is known as perception. During this process of selection, organization and
interpretation, the human being is assisted by the memory bank or the information
that is stored in his long-term memory. This is known as the schema (Assael, H.,
1992).
The schema acts as a filtering mechanism and helps select some of the stimuli, and
then interprets and organizes them. The selection, organization and interpretation by
the human mind is done on the basis of i) characteristics of the perceiver, and ii)
characteristics of the situation. The characteristics of the perceiver include learning
and experiences, knowledge and beliefs, motivation, need and involvement, attitude,
Page 6
SUZUKI MOTORS
personality, social class, culture etc. All these constructs act as the bases of the
schema, and put together affect the perceptual process. The characteristics of the
situation include the time and location. People perceive things differently because of
their characteristics and backgrounds, and because of the different perceptual
mechanisms that take place. The perceptual process comprises four components, viz.,
input, perceptual mechanism, output and behaviour (Kotlar, P. and Keller, K.L,
2009).
Consumer perception is defined as a process by which consumers sense a marketing

stimulus, and organize, interpret, and provide meaning to it. The marketing stimuli
may be anything related to the product and/or brand, and any of the elements of the
marketing mix.
Nature and Characteristics

Perception can be better explained by understanding its nature and characteristics:
1. Perception comprises three components, namely the perceiver, the target
(stimulus), and the situation. The characteristics of each of these components
influence the perceptual processes of selection, organization, and interpretation.
The consumer, actual or prospective, is the perceiver, the 4 Ps are the target, and
the buying occasion and the surrounding environment are the situation.
2. Perception is a complex process. After a stimulus is detected by the sense organs,

the perceptual process comes into play and involves the interplay of three processes,
namely selection, organization, and interpretation. In this way, perception is a
dynamic process.
3. Perception is also an intellectual process, as it involves a lot of cognitive effort.

Once sensation takes place, the cognitive processes take over and assign meaning
to the stimulus. Consumers possess varying cognitive capacities and capabilities;
their backgrounds are diverse, and psychological processes (needs, motivation,
learning, attitudes, and values) and sociological factors (culture, sub-culture, and
Page 7
SUZUKI MOTORS
social class) are different. The cognitive processes have a bearing on not only the
perceptual mechanism, but also on the resultant output and the behavioural response
of the perceiver.
4. Perception is broad in nature. It includes a physiological component (through

sensation), as well as cognitive, sociological, and psychological components.
5. Perception is a subjective process, as it is unique to each person. Two consumers

who are exposed to a particular stimulus may perceive it differently. While they are
exposed to the same marketing stimulus, the manner in which they select, organize,
and interpret it is different.
4 important elements involved in the consumer perceptual process
The perceptual process starts when a person is exposed to a stimulus and the sensory
receptors report it to the human body. While the senses may be exposed to various
stimuli, they select only some of these at a given point in time. This is because the
sense organs have a limited capacity at a particular point in time.
The dynamics involved in perception include the following:

1. The sensory receptors sense a stimulus (object, person, or situation).
2. The stimulus is either given attention or ignored.
3. In case it is given attention, the selected stimulus is organized and interpreted to
result in beliefs, which influence our behaviour in day-to-day life. People perceive
things differently because of their characteristics and backgrounds, and because of
the different perceptual mechanisms that take place. Although we may differ in such
processes, universally speaking, the perceptual process comprises four elements,
namely:
Page 8
SUZUKI MOTORS
1. Input,
2. Perceptual mechanism,
3. Output, and
4. Behaviour
Let us have a discussion on these:

1. Input:
The input to the perceptual process refers to the various stimuli that surround an
individual and exist in his environment. The perceptual process begins when the
sensory receptors detect a stimulus in the environment, which acts as an input to the
perceptual mechanism.
2. Perceptual Mechanism:
Once the sense organs detect a stimulus in the environment, the person selects,
organizes, and interprets it through a. perceptual selectivity, b. perceptual
organization, and c. perceptual interpretation. Put together, this is known as the
perceptual mechanism.
a. Perceptual selection or perceptual selectivity refers to a tendency within a person

to select one or a few out of the many stimuli present in the environment. Selectivity
is based on one’s demographic, sociocultural, and psychographic factors. A person
would tend to select those stimuli that appear attractive and relevant to him.
Selectivity would also be affected by the characteristics of the stimulus as well as
by the situation involved.
b. Perceptual organization occurs after the stimulus has been received and selected
for further processing. It is the process of organizing inputs into a definite, coherent,
Page 9
SUZUKI MOTORS
and interpretable structure. In other words, the various stimuli are organized and
given a form.
c. Perceptual interpretation refers to the process of drawing inferences from the

organized whole (of stimuli), and giving meaning to them.
3. Output:
Once the input has been interpreted, it results in an output. The output towards the
stimulus assumes various forms, for example, in the formation of emotions and
moods, as well as beliefs, opinions, and attitudes.
4. Behaviour:
The resultant behaviour is an outcome of the output. Based on one’s emotions and
moods, as well as beliefs, opinions, and attitudes, a person would enact a behaviour.
The Perceptual Mechanism – 3 Sub-Processes (With Examples)

The perceptual mechanism requires greater discussion owing to the great deal of
complexity and dynamism that go into play.
A detailed discussion on the three sub-processes namely, is as follows:

1. Perceptual selection,
2. Organization, and
3. Interpretation
1. Perceptual Selection:
Human beings are simultaneously exposed to various stimuli in their environments.
Due to the fact that various stimuli cannot be treated or processed at the same time,
people become selective in their approach and choose some stimuli for further
processing and disregard the rest.
Page 10
SUZUKI MOTORS
The choice of the stimulus would depend on what they feel is relevant to and/ or
appropriate for them. In the field of marketing, stimuli could include the product,
the brand name, the features and attributes, the packaging, and the advertisement.
This is referred to as perceptual selectivity.
Perceptual selectivity is the process by which people select a particular stimulus or

a small portion of the stimuli to attend to, while screening out and disregarding the
rest. Marketers should manage the sensory and perceptual factors to influence
consumers. Keeping perceptual selectivity in mind, marketers should offer different
products for different segments and position them accordingly.
Sometimes we are flooded with a lot of stimuli around us. In the marketing context,
this happens when we are surrounded by a lot of products and/or brands in a store,
and we find it difficult to concentrate on a particular stimulus. At such times, people
tend to identify what would be more important to sense and give attention to. This
is known as signal detection.
Another perspective to defining the signal detection theory relates to how and when
a weak stimulus (signal) would get noticed in spite of a lot of activity around it.
While the absolute threshold has a role to play, the signal detection theory proposes
that the ability to notice a stimulus (signal) not only depends upon the
characteristics of the stimuli but also on the background stimulation, and the
detectors (perceiver’s) characteristics’ like alertness, interest, expectation,
motivation, involvement, attitudes and beliefs, personality type, etc.
For example, if a lady needs a 2-kg bag of Kohinoor Basmati rice, she will notice
the brand despite the clutter of other products and brands, and will be selective to a
2-kg pack although there may be 1-kg and 5-kg Kohinoor Basmati packs in the
vicinity.
Page 11
SUZUKI MOTORS
Further, people also have a tendency to selectively attend to only one voice amidst
many others, deal with it, and then move on to ‘tune in’ to the next. This ability to
focus on one voice over everything else is known as the cocktail party effect.
Because the phenomenon involves the auditory attention on a particular stimulus
while filtering out the rest, and is similar to a party person who can focus on a single
voice amidst a lot of other noise, the concept is called a cocktail party effect.
In the context of marketing, a consumer who visits a fair or an exhibition is able to

pay attention to one message from a loud speaker at a time and ignores the rest. The
message may be the one which is the loudest, or the one that relates to his need and
want, or the one that is attractive enough as it talks of a sale or a discount. For
example, a person would be receptive to a message from a Nescafe coffee vendor
if he is in need of a beverage, or would be receptive to a message from an apparel
wear brand that announces a 20 per cent off.
Another concept related to perceptual selection is sensory adaptation. Sensory

adaptation refers to a reduction in sensory responsiveness when exposed to a
stimulus for a substantial period of time. This is because as we are exposed to a
stimulus constantly for some amount of time, there is monotony and constancy, and
we tend to become less sensitive to it. This explains why marketers face the problem
of advertisement wear-out. On repetition of the advertisement and constant
exposure to the viewer, the advertisement begins to get unnoticed.
The viewer or the reader no longer gives attention to the promotional message, and
the impact once created by the advertisement gets weakened. This is called the
wear-out effect. In order to tackle this problem, marketers go about changing their
advertisements, and introduce changes either in the content or in the context, or in
both.
Page 12
SUZUKI MOTORS
They go in for substantive or cosmetic variation. Substantive variation in

advertisements occurs where the message content changes, while the background
or the models or the jingle remains the same. Cosmetic variation occurs where the
model changes, but the message remains the same immediately draws our attention.
Consumers are more likely to be selective about stimuli that relate to their current
needs, and are personally relevant. Ibis is called perceptual vigilance. For example,
if a person is thirsty, a hoarding or a banner showing an advertisement of Pepsi or
Coke would immediately catch his attention, and he would be on the lookout for a
store where he can buy a cold drink to quench his thirst.
People are also seen to exhibit selectivity when they see what they want to see, and
avoid seeing something which they do not want to see. This is called perceptual
defence.
Perceptual selectivity depends on two broad sets of factors, namely:

(i) Factors external and related to the stimulus, and
(ii) Factors internal and related to the perceiver.
(i) External and Related to the Stimulus:

These factors may be further classified as sensory elements and structural elements.
Sensory elements are characteristics in the stimulus, which are sensed immediately,
such as smell and sound, taste and feel, and colours and visuals. The structural
elements also pertain to the stimulus and comprise characteristics that make a
stimulus stand out and apart from others.
Page 13
SUZUKI MOTORS
REVIEW OF LITERATURE
The Review of past studies helps the researcher in defining the scope, concepts, working
definitions of his research problem. It also improves his knowledge and helps in making his
efforts more practical and effective. In this context, a brief review of past studies related to the
proposed study is briefly presented here;
William B Dodds et al3 found that price had a positive effect on perceived quality but a negative
effect on perceived value and respondent’s willingness to buy. Pavleen Kaur and Raghbir
Singh4 have perceived that the family of a reference group has one of the strongest most
immediate and most pervasive effects on a consumer’s personality motivation and attitude.
Virupaxi Bagodi and Biswajit Mahanty5 observed that it is an era of customer delight for the
two-wheeler industry and the conventional measures implemented by the service organizations
tend to be inadequate to attract customers persistently. Michael Cusumano et al6 have observed
in automobiles sector, many automakers generate vast majority of their profits from a service
activity closely tied to their product activity. D.Catherine Rexy et al7 conducted a study to
analyse the customer satisfaction of two-wheeler users and to study the extent of preference for
bikes by Six Sigma model. Prof. S. Saravanan and Prof. N. Panchanatham8 observed that a
customer considers all factors at the time of purchasing a two-wheeler, although the majority of
customers give importance to the brand image. Dhananjoy Datta9 found that while purchasing a
two-wheeler, customers depend on advertisement, word of mouth, references from family,
friends, own experience, features, price, etc. Humera Banu et al10 conducted a study to two-
wheeler riding patterns, perception, and aggressive riding behavior among college youth.
D.V.Ramana and Dr. P. Subbaiah11 explored individual consumer buying dynamics and
consumer buying behavior of motorcycle users. The study reveals that Hero Honda is the most
preferred brand followed by Bajaj. Moreover, it highlights that there is a significant influence of
demographic factors on the purchase decision. Duggani Yuvaraju12 investigated customer
satisfaction towards Honda Twowheelers. It is found that 90% respondents were completely
satisfied with their mileage and performance. Huggi Basavaraj13 observed that two-wheelers
have become a valuable support for increasing productivity and profits, as well personal
transportation.
Page 14
SUZUKI MOTORS
CHAPTER 2
RESEARCH DESIGN
Page 15
SUZUKI MOTORS
2. RESEARCH DESIGN
Research design is the plan, structure and strategy of investigation conceived so as to

obtain answer to research question and to control variance. Researcher has taken
“descriptive research design” to carry out the study. This research design would help
the researcher to gather the primary and secondary data to analyse the various aspects
of the study.
2.1 STATEMENT OF PROBLEM
The various bike companies have attempted to differentiate their

products and to build brand loyalty on the basis of after-sales service offered by them
and their dealers in terms of strong dealer network accessible all over India,
technically qualified staff, and a number of free post-sales services offered to the
customers. Hence, the primary objective of this research is to study on the customer
perception and satisfaction towards after sales services of galaxy motors.
Page 16
SUZUKI MOTORS
2.2 SCOPE OF STUDY

The scope of this study focuses on the potential perception towards Galaxy and
satisfaction level of customers. This study helps to identify the satisfactory level of
customer’s after sales service and the overall satisfaction, which will be helpful for the
management to identify the performance of the sales personnel and the service
advisors. This study also helps to determine the association between the variables
among the customers.
2.3 OBJECTIVES OF THE STUDY

• To identify various after sales service provided by Galaxy motors.
• To study about the customers perception towards Galaxy and satisfaction level
of customers.
• To measure the impact of the after sales services of Galaxy on future sales.
• To study the factors investing the buying behaviour of Galaxy motors.
Page 17
SUZUKI MOTORS
2.4 RESEARCH METHODOLOGY
Research methodology is the way of systematically solving the research problem. It

may be understood as a science of studying how research is done significantly. It
includes the various steps and methods adopted during the course of research along
with logic behind them. The methodology in this study is descriptive analysis by
which primary data and secondary data are used.
Data are mainly two type primary and secondary primary data are directly
collected by the investigator with the help of questionnaire interview schedule or by
applying observation method. These types of data are more reliable and fresh.
Secondary data are not collected by the investigator only it is collected by

another person or group of person, or collected from any journal, it is published on.
2.5 SAMPLING PLAN
In this sample size, the researcher decides how many elements of the target population
to be chosen for this study. The convenience sampling method was adopted in this
study. The sample size of the study was 50 respondents. The size of sample used for
this study is 50.
2.6 SAMPLING METHOD
Sampling is the process of selecting representative, subset of a total population for

obtaining data for the study of the whole population, the subset is known as sample.
Page 18
SUZUKI MOTORS
2.7 TOOLS FOR DATA COLLECTION
• Graph
• Tables
• Chart
2.8 PLAN OF ANALYSIS
The collection of data is considered to be one of the most important aspects in the
research methodology. Both primary and secondary data is used in this study in order
to meet the requirements of the purpose.
Primary Data
• Questionnaire
• Personal interview
• Survey
Secondary data
• Books
• News papers
• Web sites
Page 19
SUZUKI MOTORS
2.10 LIMITATIONS OF THE STUDY
• The study concern with a limited period.

• The study only cover limited number of sample size.
• There is a chance of false information from respondent.
• Lack of awareness of customers about the study.
• Lack of time and money.
• The data was collected through structured and closed-end questionnaire.
• The accuracy of the information depending upon the respondents’ views and opinions,
which may hold good for time being and may vary in future.
2.11 CHAPTER SCHEME
Chapter 1 : Introduction, Review of literature
Chapter 2 : Research design
Chapter 3 : Company profile
Chapter 4 : Data analysis and interpretation
Chapter 5 : Summary of Findings, suggestions and conclusion
Bibliography
Appendix
Page 20
SUZUKI MOTORS
CHAPTER 3
COMPANY PROFILE
Page 21
SUZUKI MOTORS
BRIEF ABOUT COMPANY
Net Work Partners Of Kannursignature in New Mahe, Kannur is a top player in the
category Motorcycle Dealers in the Kannur. This well-known establishment acts as a
one-stop destination servicing customers both local and from other parts of Kannur.
Over the course of its journey, this business has established a firm foothold in it’s
industry. The belief that customer satisfaction is as important as their products and
services, have helped this establishment garner a vast base of customers, which
continues to grow by the day. This business employs individuals that are dedicated
towards their respective roles and put in a lot of effort to achieve the common vision
and larger goals of the company. In the near future, this business aims to expand its
line of products and services and cater to a larger client base. In Kannur, this
establishment occupies a prominent location in New Mahe. It is an effortless task in
commuting to this establishment as there are various modes of transport readily
available. It is known to provide top service in the following categories: Motorcycle
Dealers, Motorcycle Part Dealers, Motorcycle Dealers-Suzuki, Motorcycle Dealers-
Suzuki Hayate, Motorcycle Part Dealers-Suzuki, Scooter Dealers-Suzuki Access,
Motorcycle Dealers-Suzuki Gixxer, Motorcycle Dealers-Suzuki Intruder.
Galaxy Motors is Partnership based company. Under the direction of “Joginder

Kukreja” we have been able to achieve a reputed name in the industry. We are
also exporting our products in Bhutan.
"Galaxy Motors is the authorised Network partner for Kannur Signature offering
much loved Suzuki products like the Access, Lets, Gixxer,Intruder Hayate and
Burgman. With showroom and service facilities , Galaxy Motors ensures superior
service, convenience and promises a carefree two-wheeler experience."
Page 22
SUZUKI MOTORS
With the aid of our state-of-the-art infrastructural unit, we are able to provide a wide
array of products. Well-equipped with all the latest tools and machinery, this
infrastructural unit helps to complete bulk and specific requirements of clients. Our
infrastructural unit is time to time checked and updated in accordance with the latest
technological improvement.
Our Mission
Our mission is to be a responsible corporate citizen and do our best to serve the
society by way of honest and reliable service and discharge of our social
responsibilities. The company has a built a stellar reputation in Customer Satisfaction
and ethics.
Our Vision
Our vision is to be the number One Tyre dealer in India in terms of customers
services, work quality and sales Volume.. We will also achieve a dominant position
in the tyres & Suspension services business and make the Galaxy Buying House a
preferred name in trading arena.
Address:
P.O New Mahe
Thalassery,
Parimadam,
New Mahe, Kerala 673311
Page 23
SUZUKI MOTORS
GLOBAL VEHICLES INDUSTRY
The automotive industry comprises a wide range of companies and organizations
involved in the design, development, manufacturing, marketing, and selling of
vehicles. It is one of the world's largest industries by revenue. The automotive

industry does not include industries dedicated to
the maintenance of automobiles following delivery to the end-user,[citation
needed] such as automobile repair shops and motor fuel filling stations.
The automotive industry began in the 1860swith hundreds of manufacturers that

pioneered the horseless carriage. For many decades, the United States led the world
in total automobile production. In 1929, before the Great Depression, the world had
32,028,500 automobiles in use, and the U.S. automobile industry produced over
90% of them. At that time, the U.S. had one car per 4.87 persons. After 1945, the
U.S. produced about 75 percent of world's auto production. In 1980, the U.S. was
overtaken by Japan and then became world leader again in 1994. In 2006, Japan
narrowly passed the U.S. in production and held this rank until 2009, when China
took the top spot with 13.8 million units. With 19.3 million units manufactured in
2012, China almost doubled the U.S. production of 10.3 million units, while Japan
was in third place with 9.9 million units. From 1970 (140 models) over 1998 (260
models) to 2012 (684 models), the number of automobile models in the U.S. has
grown exponentially.
Early car manufacturing involved manual assembly by a human worker. The

process evolved from engineers working on a stationary car, to a conveyor belt
system where the car passed through multiple stations of more specialised
engineers. Starting in the 1960s, robotic equipment was introduced to the process,
and today most cars are produced largely with automated machinary.
Page 24
SUZUKI MOTORS
Safety
Safety is a state that implies being protected from any risk, danger, damage, or cause
of injury. In the automotive industry, safety means that users, operators,
or manufacturers do not face any risk or danger coming from the motor vehicle or
its spare parts. Safety for the automobiles themselves implies that there is no risk
of damage.
Safety in the automotive industry is particularly important and therefore highly
regulated. Automobiles and other motor vehicles have to comply with a certain
number of regulations, whether local or international, in order to be accepted on the
market. The standard ISO 26262, is considered one of the best practice frameworks
for achieving automotive functional safety.
In case of safety issues, danger, product defect or faulty procedure during the
manufacturing of the motor vehicle, the maker can request to return either a batch
or the entire production run. This procedure is called product recall. Product recalls
happen in every industry and can be production-related or stem from raw material.
Product and operation tests and inspections at different stages of the value chain are
made to avoid these product recalls by ensuring end-user security and safety and
compliance with the automotive industry requirements. However, the automotive
industry is still particularly concerned about product recalls, which cause
considerable financial consequences.
Page 25
SUZUKI MOTORS
Economy
In 2007, there were about 806 million cars and light trucks on the road, consuming
over 980 billion litres (980,000,000 m3) of gasolineand diesel fuel yearly. The
automobile is a primary mode of transportation for many developed economies.
The Detroit branch of Boston Consulting Group predicted that, by 2014, one-third
of world demand would be in the four BRIC markets (Brazil, Russia, India and
China). Meanwhile, in the developed countries, the automotive industry has
slowed. It is also expected that this trend will continue, especially as the younger
generations of people (in highly urbanized countries) no longer want to own a car
anymore, and prefer other modes of transport. Other potentially powerful
automotive markets are Iran and Indonesia. Emerging automobile markets already
buy more cars than established markets.
According to a J.D. Power study, emerging markets accounted for 51 percent of the
global light-vehicle sales in 2010. The study, performed in 2010 expected this trend
to accelerate. However, more recent reports (2012) confirmed the opposite; namely
that the automotive industry was slowing down even in BRIC countries. In the
United States, vehicle sales peaked in 2000, at 17.8 million units.
Page 26
SUZUKI MOTORS
HISTORY OF THE COMPANY
Galaxy Motors was established in 1993. We are headquartered out of 4B/2 Tilak
Nagar, New Delhi a busy business district in Delhi. Starting as a distributor for CEAT
tyres Galaxy Motors was selected by M/S Bridgestone India Private Limited (
Bridgestone Tires ,Japan ) to represent their brand and be the distributor for Off The
Road Tyres (OTR ) across the country. Galaxy Motors has since operated a
distribution for Bridgestone Tyres. M/s JK Tire India Limited also appointed us as
their Clearing & Forwarding Agents.
Galaxy Motors have also been appointed distributors /reseller of HOFMANN

automotive equipments by M/s Snap-On Tools India Pvt. Ltd. (subsidiary of Snap-
On USA); under this agreement we sell sophisticated Automotive Test Lane, 3D
Wheel Aligners, Wheel Balancers, Tyre Changers, Automotive Lifts, Garage Tools
etc in NCR and Haryana. We also distribute Nitrogen Gas machine and compressors
for M/s PCL-SUMO Air Technology Pvt. Ltd.
Galaxy Motors has built its business brick by brick and is having a well oiled
distribution network in states of Haryana and Delhi, Gurgaon, Faridabad (NCR). We
also have an aggressive sales team and strong service department .We also have a
well equipped spare parts department to support the business.
Galaxy Motors have started a production unit for mini auto components in Manesar,
Haryana. We also undertake end to end tyre solutions for OEM automotive dealers
(Maruti, Hyundai, Honda, Ford) and have such operations running in NCR, Haryana,
Tamilnadu, Andhra Pradesh etc.
The company is professionally managed and has a strong Management Team. Mr

Joginder Kukreja, Managing Director holds a Bachelor’s degree in Mechanical
Engineering and has worked at Escorts Limited and Nippon Cable Corporation,
Japan. Mr. Aditiya Rampal, CEO is a Mechanical Engineer & MBA. He studied
Page 27
SUZUKI MOTORS
strategy at Schulich School of Management, Toronto. Mr. Sanchit Kukreja is an MBA

in International Marketing, IIPM and looks head Operations.
The company has a built a stellar reputation in Customer Satisfaction and ethics. It
has grown systematically and steadily over years and has raised a team of over 126
loyal, honest and trustworthy employees.
Galaxy Motors is expected to reach a turnover of INR 51 Crores in the present

financial year. Our Target is to reach the INR 100 Crores target by year 2020. We
plan to reach there by concentrating on our existing business and adding
distributorship of best in business brands in our portfolio.
ACHIEVEMENTS, AWARDS, ORGANISATIONAL

STRUCTURES
• Won “Best Indian Dealer” award in 2009, National Champion M/s Galaxy
Motors.
• We have been Regional Champion since 2009 for 2010, 2011, 2012, 2013,
and 2014 for six consecutive years.
• We are members of ACMA, FADA & DMA.
Page 28
SUZUKI MOTORS
ORGANISATIONAL STRUCTURE
CMD
CEO
CGM CGM-SALE AGM-FINANCE INSURANCE&MDS HR
AGM AGM
SUPPORTING STAFF SUPPORTING
STAFF
AGM-SPARE
ZONAL
STORE IN
ACCESSOR VEHIC USED CAR
AUDIT
WORKS
SUPPORTING
STAFF DEALERSHIP MANAGERS
NEEDS
ACTS MANAGERS
REGIONAL
CC STOCK MANAGERS
ASSISTANT ASSISTANT ACCOUNTS

MANAGER MANAGER TERRITORY OFFICERS
MANAGERS
SERVICE SERVICE
ENGINEER ENGINEER MANAGER - TEAM LEADERS ACCOUNTANT
ACCESSORIES
SUPERVISOR
SUPERVISOR SALES EXECUTIVES ASSISTANT
SSI UNITS
MECHANICS MECHANICS SUPPORTING CASHIER

STAFF
Page 29
SUZUKI MOTORS
CUSTOMER SERVICE
Customer care manager is accountable for the dealership and he/she must
ensure the implementation of all policies/procedures in this regard. Qualities of a
customer care officer are enthusiasm, customer-service orientation, honesty, high
energy and team – orientation.
VARIOUS DEPARTMENTS
• Sales department
• Marketing department
• Service department
• Insurance department
• Finance department
• Administration department
• Human resource department
Page 30
SUZUKI MOTORS
AREA OF OPERATION
• Japan
• India
• America
• Pakistan
• Canada
• Indonesia
• China
• Taiwan
• Hungary
• Thailand
• Philippines
• Myanmar
• Brazil
• Egypt
• New Zealand
• Spain
• Argentina
• Malaysia
• Taiwan
Page 31
SUZUKI MOTORS
PRODUCT INFORMATION
Net Work Partners Of Kannursignature in New Mahe has a wide range of products
and / or services to cater to the varied requirements of their customers. The staff at
this establishment are courteous and prompt at providing any assistance. They readily
answer any queries or questions that you may have. Pay for the product or service
with ease by using any of the available modes of payment, such as Cash, Cheques.
This establishment is functional from 9:00 - 18:00.
Suzuki gixxer SF Fi
Page 32
SUZUKI MOTORS
Suzuki intruder
Suzuki gixxer SF
Page 33
SUZUKI MOTORS
Suzuki gixxer SF 250
Page 34
SUZUKI MOTORS
Suzuki gixxer SF
Page 35
SUZUKI MOTORS
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Page 36
SUZUKI MOTORS
TABLE 4.1
TABLE SHOWING GENDER WISE CLASSIFICATION OF RESPONDENTS
OPINION NO OF RESPONDENTS PERCENTAGE

Male 40 80
Female 10 20
Total 50 100
ANALYSIS
Under the above table 80% respondents are male, 20% respondents are female.
CHART 4.1
CHART SHOWING GENDER WISE CLASSIFICATION OF RESPONDENTS
Female
20%
Male
80%
INTERPRETATION
80% respondents are male, 20% respondents are female.
Page 37
SUZUKI MOTORS
TABLE 4.2
TABLE SHOWING AGE WISE CLASSIFICATIONS OF RESPONDENTS

Below 20 3 6
20-30 20 40
30-35 25 50
Above 35 2 4
Total 50 100
ANALYSIS
According to the above table 50% respondents age group is 30-35, 40% respondents age group is 20-
30.
CHART 4.2
CHART SHOWING AGE WISE CLASSIFICATIONS OF RESPONDENTS
Below 20 20-30 30-35 Above 35
INTERPRETATION
50% respondents age group is 30-35, 40% respondents age group is 20-30.
Page 38
SUZUKI MOTORS
TABLE 4.3
TABLE SHOWING EDUCATIONAL QUALIFICATION

Below +2 15 30
Graduates 20 40
PG 5 10
Other 10 20
Total 50 100
ANALYSIS
Under the above table 30% respondent educational qualification is Below +2, 40% respondents
educational qualification is Graduates.
CHART 4.3
CHART SHOWING EDUCATIONAL QUALIFICATION
40
35
30
25
20
15
10
5
0
Below +2 Graduates PG Other
INTERPRETATION
30% respondent educational qualification is Below +2, 40% respondents educational qualification
is Graduates.
Page 39
SUZUKI MOTORS
TABLE 4.4
TABLE SHOWING THE SUZUKI MODEL
MODEL NO OF RESPONDENTS PERCENTAGE
Suzuki access 125 SE 5 10
Suzuki Gixxer 10 20
Suzuki access 25 50
Other 10 20
Total 50 100
ANALYSIS
Out of 50 respondents 50% respondents own Suzuki model is Suzuki access, 20% respondents own
Suzuki model is Suzuki Gixxer, 10% respondents own Suzuki model is Suzuki access 125 SE.
CHART 4.4
CHART SHOWING THE SUZUKI MODEL
60
50
40
30
20
10
INTERPRETATION
50% respondents own Suzuki model is Suzuki access, 20% respondents own Suzuki
model is Suzuki Gixxer, 10% respondents own Suzuki model is Suzuki access 125
SE.
Page 40
SUZUKI MOTORS
TABLE 4.5
TABLE SHOWING CUSTOMER TO THE VEHICLE
CUSTOMER NO OF RESPONDENTS PERCENTAGE

Less than 6 month 10 20
6 month to 1 year 10 20
1-2 year 15 30
2-3 year 5 10
More-than 3 year 10 20
Total 50 100
ANALYSIS
According to the above table 20% respondents customer to the vehicle is Less than 6 month, 6
month to 1 year. 30% respondents customer to the vehicle is 1-2 year.
CHART 4.5
CHART SHOWING CUSTOMER TO THE VEHICLE
Less than 6 month 6 month to 1 year 1-2 year 2-3 year More-than 3 year
INTERPRETATION
20% respondents customer to the vehicle is Less than 6 month, 6 month to 1 year.
30% respondents customer to the vehicle is 1-2 year.
Page 41
SUZUKI MOTORS
TABLE 4.6
TABLE SHOWING INFLUENCE ON RESPONDENTS PURCHASE
DECISION
INFLUENCES NO OF RESPONDENTS PERCENTAGE
Aesthetics 5 10
Brand name 10 20
Reliability 5 10
Performance 10 20
Availability of after 15 30
sales service
Others 5 10
Total 50 100
ANALYSIS
Under the above table 10% respondents influenced decision to purchase the vehicle is Aesthetics, 20
% respondents influenced decision to purchase the vehicle is Brand name and Performance, 30 %
respondents influenced decision to purchase the vehicle is Availability of after sales service.
CHART 4.6
CHART SHOWING INFLUENCE ON RESPONDENTS PURCHASE
DECISION
30
20
10
0
INTERPRETATION
10% respondents influenced decision to purchase the vehicle is Aesthetics, 20 % respondents
influenced decision to purchase the vehicle is Brand name and Performance, 30 % respondents
influenced decision to purchase the vehicle is Availability of after sales service.
Page 42
SUZUKI MOTORS
TABLE 4.7
TABLE SHOWING SERVICE STATION OF VECHICLE
VECHICLE SERVICED NO OF RESPONDENTS PERCENTAGE
Company authorised 15 30
service station
Un authorised service 10 20
station
Both 25 50
Total 50 100
ANALYSIS
Under the above table 30 % respondents vehicle serviced from Company authorised service station,
20 % respondents vehicle serviced from Un authorised service station, 50 % respondents vehicle
serviced from Both Company authorised service station and Un authorised service station.
CHART 4.7
CHART SHOWING SERVICE STATION OF VECHICLE
50
45
40
35
30
25
20
15
10
5
0
Company authorised Un authorised Both
service station service station
INTERPRETATION
30 % respondents vehicle serviced from Company authorised service station, 20 % respondents
vehicle serviced from Un authorised service station, 50 % respondents vehicle serviced from Both
Company authorised service station and Un authorised service station.
Page 43
SUZUKI MOTORS
TABLE 4.8
TABLE SHOWING OPINION ABOUT FREE MAINTENANCE SERVICE
FREE MAINTENANCE NO OF RESPONDENTS PERCENTAGE

Yes 30 60
No 20 40
Total 50 100
ANALYSIS
Under the above table 60 % respondents get free maintenance service given by the company, 40 %
respondents not get free maintenance service given by the company.
CHART 4.8
CHART SHOWING OPINION ABOUT FREE MAINTENANCE SERVICE
yes no
INTERPRETATION
60 % respondents get free maintenance service given by the company, 40 % respondents not get free
maintenance service given by the company.
Page 44
SUZUKI MOTORS
TABLE 4.8.1
TABLE SHOWING FREE MAINTENANCE SERVICE GIVEN BY THE
COMPANY
TIMES NO OF RESPONDENTS PERCENTAGE
All 15 30
Some 15 30
Once 10 20
Nine 3 6
Difficult to say 7 14
Total 50 100
ANALYSIS
According to the above table 30 % respondents All times get free maintenance service given by the
company, 20 % respondents Once times get free maintenance service given by the company.
CHART 4.8.1
CHART SHOWING FREE MAINTENANCE SERVICE GIVEN BY THE
COMPANY
35
30
25
20
15
10
0
All Some Once Nine Difficult to say
INTERPRETATION
30 % respondents All times get free maintenance service given by the company, 20 % respondents
Once times get free maintenance service given by the company.
Page 45
SUZUKI MOTORS
TABLE 4.9
TABLE SHOWING SERVICE CENTRE OF VEHICLE SERVICE
NO OF RESPONDENTS PERCENTAGE
CALLS/SMS/LETTER
Always 5 10
Very often 10 20
Can’t say 15 30
Sometimes 15 30
Never 5 10
Total 50 100
ANALYSIS
Under the above table10 % respondents Always get calls/ sms/ letter from the centre for vehicle
service, 10 % respondents Never get calls/ sms/ letter from the centre for vehicle service.
CHART 4.9
CHART SHOWING SERVICE CENTRE OF VEHICLE SERVICE
30
25
20
15
10
0
Always Very often Can’t say Sometimes Never
INTERPRETATION
10 % respondents Always get calls/ sms/ letter from the centre for vehicle service, 10 % respondents
Never get calls/ sms/ letter from the centre for vehicle service.
Page 46
SUZUKI MOTORS
TABLE 4.10
TABLE SHOWING SATISFACTION LEVEL OF RESPONDENTS ON
VEHICLE SERVICE OF COMPANY AUTHORISED STATION’S
SATISFACTION LEVEL NO OF RESPONDENTS PERCENTAGE
Highly satisfied 25 50
Satisfied 15 30
Neutral 5 10
Dissatisfied 3 6
Highly dissatisfied 2 4
Total 50 100
ANALYSIS
Under the above table 50 % respondents Highly satisfied of After getting Suzuki service, 30 %
respondents Satisfied in After getting Suzuki service, 4 % respondents Highly dissatisfied in
After getting Suzuki service.
CHART 4.10
CHART SHOWING SATISFACTION LEVEL OF RESPONDENTS ON
VEHICLE SERVICE OF COMPANY AUTHORISED STATION’S
Excellent Good Difficult to say Bad Very bad
INTERPRETATION
50 % respondents Highly satisfied of After getting Suzuki service, 30 % respondents Satisfied
in After getting Suzuki service, 4 % respondents Highly dissatisfied in After getting Suzuki
service.
Page 47
SUZUKI MOTORS
TABLE 4.11
TABLE SHOWING GETTING MARUTHI SUZUKI SERVICE
GET MARUTHI NO OF RESPONDENTS PERCENTAGE
SERVICES
Once a month 5 10
Once in 2 month 15 30
Once in a quarter 10 20
Once in 6 month 15 30
Once in a year 5 10
Total 50 100
ANALYSIS
Under the above table 10 % respondents Once a month get Suzuki service, 30 % respondents Once
in 2 month get Suzuki service, 20 % respondents Once in a quarter get Suzuki service.
CHART 4.11
CHART SHOWING GETTING MARUTHI SUZUKI SERVICE
Once a month Once in 2 month Once in a quarter Once in 6 month Once in a year
INTERPRETATION
10 % respondents Once a month get Suzuki service, 30 % respondents Once in 2 month get Suzuki
service, 20 % respondents Once in a quarter get Suzuki service.
Page 48
SUZUKI MOTORS
TABLE 4.12
TABLE SHOWING SIGNIFICANCE OF COMPANY AFTER SALES
SERVICE AVAILABILITY
IMPACT NO OF RESPONDENTS PERCENTAGE
High impact 15 30
Moderate impact 5 10
Can’t say 15 30
Low impact 10 20
No impact 5 10
Total 50 100
ANALYSIS
Under the above table 30% respondents have High impact on availability of company sales service
has a significant company on purchase decision, 20% respondents not have impact on availability of
company sales service has a significant company on purchase decision.
CHART 4.12
CHART SHOWING SIGNIFICANCE OF COMPANY AFTER SALES
SERVICE AVAILABILITY
High impact Moderate impact Can’t say Low impact No impac
INTERPRETATION
30% respondents have High impact on availability of company sales service has a significant
company on purchase decision, 20% respondents not have impact on availability of company sales
service has a significant company on purchase decision.
Page 49
SUZUKI MOTORS
TABLE 4.13
TABLE SHOWING RESPONDENT ON SERVICE CHARGE
IMPACT NO OF RESPONDENTS PERCENTAGE
Extremely reasonable 10 20
Reasonable 15 30
Neutral 5 10
Unreasonable 10 20
Extremely unreasonable 10 20
Total 50 100
ANALYSIS
Under the above table 20 % respondents agree that Extremely reasonable in service changes, 30 %
respondents agree that Reasonable in service changes.
CHART 4.13
CHART SHOWING RESPONDENT ON SERVICE CHARGE
30
25
20
15
10
0
Extremely Reasonable Neutral Unreasonable Extremely
reasonable unreasonable
INTERPRETATION
20 % respondents agree that Extremely reasonable in service changes, 30 % respondents agree that
Reasonable in service changes.
Page 50
SUZUKI MOTORS
TABLE 4.14
TABLE SHOWING SERVICE STAFF ON UNDERSTANDING THE
VEHICLE ISSUES
Almost always 10 20
Usually 30 60
Sometimes 5 10
Rarely 3 6
Never 2 4
Total 50 100
ANALYSIS
Under the above table 60 % respondents usually agree that service staff understand the vehicle issues
easily, 4 % respondents agree that service staff never understand the vehicle issues easily
CHART 4.14
CHART SHOWING SERVICE STAFF ON UNDERSTANDING THE
VEHICLE ISSUES
60
50
40
30
20
10
0
Almost always Usually Sometimes Rarely Never
INTERPRETATION
60 % respondents usually agree that service staff understand the vehicle issues easily, 4 %
respondents agree that service staff never understand the vehicle issues easily
Page 51
SUZUKI MOTORS
TABLE 4.15
TABLE SHOWING RESPONDENTS TIME MANAGEMENT FOR
CUSTOMERS
Excellent 25 50
Good 10 20
Fair 10 20
Poor 3 6
Very poor 2 4
Total 50 100
ANALYSIS
Under the above table 50 % respondents agree staff gives time when enter the service centre is
Excellent, 20 % respondents agree staff gives time when enter the service centre is good, 4 %
respondents agree that staff gives time when enter the service centre is very poor.
CHART 4.15
CHART SHOWING RESPONDENTS TIME MANAGEMENT FOR
CUSTOMERS
Excellent Good Fair Poor Very poor
INTERPRETATION
50 % respondents agree staff gives time when enter the service centre is Excellent, 20 % respondents
agree staff gives time when enter the service centre is good, 4 % respondents agree that staff gives
time when enter the service centre is very poor.
Page 52
SUZUKI MOTORS
TABLE 4.16
TABLE SHOWING EFFECT OF GOOD AFTER SALES SERVICE
NETWORK ON COMPANY SALES
Strongly agree 25 50
Agree 10 20
Neutral 10 20
Disagree 3 6
Strongly disagree 2 4
Total 50 100
ANALYSIS
Under the above table 50 % respondents Strongly agree that sales service network would help the
companies to sell their product easily, 20 % respondents Agree with this, 4 % respondents Disagree
with this.
CHART 4.16
CHART SHOWING EFFECT OF GOOD AFTER SALES SERVICE
NETWORK ON COMPANY SALES
Strongly agree Agree Neutral Disagree Strongly disagree
INTERPRETATION
50 % respondents Strongly agree that sales service network would help the companies to sell their
product easily, 20 % respondents Agree with this, 4 % respondents Disagree with this.
Page 53
SUZUKI MOTORS
TABLE 4.17
TABLE SHOWING REASON OF GETTING SERVICE FROM SERVICE
STATION
Warranty 10 20
Guarantee 5 10
Original part 10 20
Peace of mind 5 10
Special offers 5 10
Trust 5 10
Others 10 10
Total 50 100
ANALYSIS
Under the above table shows that 20 % respondents get Suzuki services from the Suzuki access
service station is Warranty, 10 % respondents agree with Guarantee, 20 % respondents agree with
Original part.
CHART 4.17
CHART SHOWING REASON OF GETTING SERVICE FROM SERVICE
STATION
Warranty Guarantee Original part Peace of mind Special offers Trust Others
INTERPRETATION
20 % respondents get Suzuki services from the Suzuki access service station is Warranty, 10 %
respondents agree with Guarantee, 20 % respondents agree with Original part.
Page 54
SUZUKI MOTORS
TABLE 4.18
TABLE SHOWING AVAILABILITY OF SPARE PARTS
Always 25 50
Sometimes 10 20
Never 15 30
Total 50 100
ANALYSIS
According to the above table 50 % respondents agree that spare parts are available at the centre, 20
% respondents agree with spare parts are sometimes available at the centre, 30 % respondents are
agree with spare parts are Never available at the centre.
CHART 4.18
CHART SHOWING AVAILABILITY OF SPARE PARTS
50
45
40
35
30
25
20
15
10
5
0
Always Sometimes Never
INTERPRETATION
50 % respondents agree that spare parts are available at the centre, 20 % respondents agree with spare
parts are sometimes available at the centre, 30 % respondents are agree with spare parts are Never
available at the centre.
Page 55
SUZUKI MOTORS
TABLE 4.19
TABLE SHOWING CONVENIENCE WITH THE DELIVERY OF VEHICLE
AS PER ALLOTTED TIME
Very convenient 25 50
Convenient 10 20
Can’t say 5 10
Not convenient 5 10
Disappointed 5 10
Total 50 100
ANALYSIS
Under the above table 50 % respondents Very convenient with delivery of vehicle as per allotted
time, 20 % respondents Convenient with delivery of vehicle as per allotted time, 10 % respondents
Disappointed with delivery of vehicle as per allotted time.
CHART 4.19
CHART SHOWING CONVENIENCE WITH THE DELIVERY OF VEHICLE
AS PER ALLOTTED TIME
Very convenient Convenient Can’t say Not convenient Disappointed
INTERPRETATION
50 % respondents Very convenient with delivery of vehicle as per allotted time, 20 % respondents
Convenient with delivery of vehicle as per allotted time, 10 % respondents Disappointed with delivery
of vehicle as per allotted time.
Page 56
SUZUKI MOTORS
TABLE 4.20
TABLE SHOWING COMPANY AFTER SALES SERVICE ON
RESPONDENT’S REPEATED PURCHASE
Very effective 10 20
Effective 10 20
Neutral 10 20
Ineffective 10 20
Highly ineffective 10 20
Total 50 100
ANALYSIS
Under the above table 20 % respondents is Very effective in Availability of company after sales
service, 20 % respondents Effective in Availability of company after sales service.
CHART 4.20
CHART SHOWING COMPANY AFTER SALES SERVICE ON
RESPONDENT’S REPEATED PURCHASE
Very effective Effective Neutral Ineffective Highly ineffective
INTERPRETATION
20 % respondents is Very effective in Availability of company after sales service, 20 % respondents
Effective in Availability of company after sales service.
Page 57
SUZUKI MOTORS
CHAPTER 5
SUMMARY OF FINDINGS, CONCLUSION AND

SUGGESTIONS
Page 58
SUZUKI MOTORS
SUMMARY OF FINDINGS
❖ 50% respondents own Suzuki model is Suzuki access.
❖ 20% respondents customer to the vehicle is Less than 6 month, 6 month to 1 year.
30% respondents customer to the vehicle is 1-2 year.
❖ 10% respondents influenced decision to purchase the vehicle is Aesthetics, 20 %
respondents influenced decision to purchase the vehicle is Brand name and
Performance, 30 % respondents influenced decision to purchase the vehicle is
Availability of after sales service.
❖ 30 % respondents vehicle serviced from Company authorised service station, 20 %
respondents vehicle serviced from Un authorised service station, 50 % respondents
vehicle serviced from Both Company authorised service station and Un authorised
service station.
❖ 60 % respondents get free maintenance service given by the company, 40 %
respondents not get free maintenance service given by the company.
❖ 30 % respondents All times get free maintenance service given by the company, 20
% respondents Once times get free maintenance service given by the company.
❖ 10 % respondents Always get calls/ sms/ letter from the centre for vehicle service,
10 % respondents Never get calls/ sms/ letter from the centre for vehicle service.
❖ 50 % respondents Excellent in satisfaction level of After getting Suzuki service, 30
% respondents Good in satisfaction level of After getting Suzuki service, 4 %
respondents Very bad in satisfaction level of After getting Suzuki service.
❖ 10 % respondents Once a month get Suzuki service, 30 % respondents Once in 2
month get Suzuki service, 20 % respondents Once in a quarter get Suzuki service.
❖ 30% respondents have High impact on availability of company sales service has a
significant company on purchase decision, 20% respondents not have impact on
availability of company sales service has a significant company on purchase
decision.
Page 59
SUZUKI MOTORS
❖ 20 % respondents agree that Extremely reasonable in service changes, 30 %

respondents agree that Reasonable in service changes.
❖ 60 % respondents usually agree that service staff understand the vehicle issues
easily, 4 % respondents agree that service staff never understand the vehicle issues
easily.
❖ 50 % respondents agree staff gives time when enter the service centre is Excellent,
20 % respondents agree staff gives time when enter the service centre is good, 4 %
respondents agree that staff gives time when enter the service centre is very poor.
❖ 50 % respondents Strongly agree that sales service network would help the
companies to sell their product easily, 20 % respondents Agree with this, 4 %
respondents Disagree with this.
❖ 20 % respondents get Suzuki services from the Suzuki access service station is
Warranty, 10 % respondents agree with Guarantee, 20 % respondents agree with
Original part.
❖ 50 % respondents agree that spare parts are available at the centre, 20 % respondents
agree with spare parts are sometimes available at the centre, 30 % respondents are
agree with spare parts are Never available at the centre
❖ 50 % respondents Very convenient with delivery of vehicle as per allotted time, 20
% respondents Convenient with delivery of vehicle as per allotted time, 10 %
respondents Disappointed with delivery of vehicle as per allotted time.
❖ 20 % respondents is Very effective in Availability of company after sales service,
20 % respondents Effective in Availability of company after sales service.
Page 60
SUZUKI MOTORS
SUGGESTION
• High cost of spare parts should be minimized by increasing productivity.
• Delay in billing facilities should be minimized.
• Feedback from the respondents has to be analyzed with proper care.
• Unavailability of spare parts has to be sorted out.
• Awareness programs has to be conducted through social media to know about the
facilities offered by Suzuki service station.
• Rapid insurance approval may lead in higher recommendation for service station.
• Sales promotion devices are the only promotional devices available at

the point of purchase.
• Sales promotion towards consumers may be conducted either to increase the

customer’s knowledge of the product or to attract new customers.
• T h e compa ny s h o ul d conduct awrenes p r o gr am a mo ng t he

ordinary people to educate about the firm and the process.
• Public relation activities strive for creating a good image of enterprise

in the eyes of customers and society.
Page 61
SUZUKI MOTORS
•Fair exhibition provides an important a venue of sales promotion to the business man.
•Sales promotion is also conducted to retaliate again competitor sales activities.
• The organization can make the training programs more effective by upgrading the
content and quality, so that all employees can increase their performance and earn
more incentives.
Page 62
SUZUKI MOTORS
CONCLUSION
The present study has fulfilled all the objectives. The study has helped to find
out many vital factors which ensure higher customer satisfaction among the bike
users. The prominent factors emerged from the present study will help not only
Galaxy motors but also all the other bike manufacturers to perform their activities
more effectively.
The survey reveals that the expectation scale of customer after sale service
is rising high. With the release of high value cars with the latest technology and
luxury features, the customer's expectations from the dealers is also increasing in
terms of service facilitation and upgraded infrastructure. A dealer has to continuously
raise his standards for customer satisfaction. Suzuki customers are highly satisfied
in overall performance by the showroom but still there is some lag in actual process
like service time and working hours of the centre.
Most of the customers feel that the capacity of service rendered to the customer
can still be improved like making the convenient arrangements for the customers to
make them loyal to the brand. The companies can benefit from the fact of knowing
how customers perceive the service quality and knowing the way of how to measure
customer satisfaction. The dealership can use the specific data obtained from the
measurement of overall customer satisfaction in their strategies and plan.
Page 63
SUZUKI MOTORS
BIBLIOGRAPHY
Page 64
SUZUKI MOTORS
BIBLIOGRAPHY
• Akbar, M. M. & Parvez, N. (2009). Impact of service quality, trust & customer
satisfaction on customer loyalty. ABAC Journal, 29(1), 24-38.
• Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010).
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.
Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0137058292
• Gocek I., kursun S. & Beceren Y. I., The perception of customer satisfaction,
international Journal of Social & Human sciences, Vol.1, 2007.
• Juan, L. & Yan, L. (2007). Dimensions and influencing factors of customer
loyalty in intermittent service industry. Journal of Quantitative & Technical
Economics, 3, 91–101.
• Murthy D.N.P., et. al (1995). A consumer incentive warranty policy and
servicing strategy for products with uncertain quality. Quality and Reliability
Engineering International 11, pp. 155–16
• Marketing: Strategic and Tactical Implications
• Perception of customer satisfaction
• http://en.wikipedia.org/wiki/Customer_satisfaction
Page 65
SUZUKI MOTORS
APPENDIX
Page 66
SUZUKI MOTORS
QUESTIONNAIRE
Personal information
• Name
1. Gender
Male Female
2. Age
Below 20 20-30 30-45 Above 45
3. Educational qualification
Below +2 Graduates PG Other
4. Which Suzuki model do you own?
Suzuki access 125 SE Suzuki Gixxer Suzuki access Other
5. How long have you been a customer to the vehicle?
Less than 6 month 6 month to 1 year 1-2 year
2-3 year More-than 3 year
Page 67
SUZUKI MOTORS
6. What influenced your decision to purchase the vehicle ?
Aesthetics Brand name Reliability Performance
Availability of after sales service Others
7. From where do you get your vechicle serviced ?
Company authorised service station
Un authorised service station Both
8. Did you avail the free maintenance service given by the company?
Yes No
a. If yes, how many?
All Some Once Nine Difficult to say
9. Are you getting any calls/ SMS/ letter from the centre for your vehicle service?
Always Very often Can’t say Sometimes
Never
10. After getting your maruthi Suzuki service at company authorised service centre,
what is your satisfaction level?
Excellent Good Difficult to say Bad
Very bad
Page 68
SUZUKI MOTORS
11. How often do you get your maruthi Suzuki service?
Once a month Once in 2 month Once in a quarter
Once in 6 month Once in a year
12. Does availability of company sales service has a significant company on your
purchase decision ?
High impact Moderate impact Can’t say Low impact
No impact
13. Do you feel the service changes were reasonable ?
Extremely reasonable Reasonable Neutral
Unreasonable Extremely unreasonable
14. Do all the service staff understand the vechicle issues easily?
Almost always Usually Sometimes Rarely
Never
15. Do you think the staff gives you time when you enter the service centre?
Excellent Good Fair Poor Very poor
16. Having a good after sales service network would help the companies to sell their
product easily?
Strongly agree Agree Neutral Disagree Strongly disagree
Page 69
SUZUKI MOTORS
17. Why do you get your Suzuki services from the Suzuki access service station?
Warranty Guarantee Original part Peace of mind
Special offers Trust Others
18. Do you think all spare parts are available at the centre?
Always Sometimes Never
19. How convenient are you with the delivery of vehicle as per allotted time?
Very convenient Convenient Can’t say Not convenient
Disappointed
20. Availability of company after sales service all here a significant impact in your
repeat purchase of the product?
Very effective Effective Neutral Ineffective
Highly ineffective
21.Suggestions if any?
………………………………………………………………………………………
………………………………………………………………………..
Page 70

A Study On Customer Perception Towards Sales and Service of Suzuki Motors

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

A Study On Customer Perception Towards Sales and Service of Suzuki Motors

Uploaded by

Copyright:

Available Formats

A STUDY ON CUSTOMER PERCEPTION TOWARDS SALES AND SERVICE OF

The automotive industry is increasingly becoming the cynosure

An expanding middle class, a young population, and an increasing interest of the

Automobile industry plays a prominent role in the development of a Nation.

Many successful businesses use after-sales service strategies to consolidate sales,

It is the process through which an individual interprets ones’ sensory impressions to

Perception can be better explained by understanding the nature and characteristics of

THE PERCEPTUAL PROCESS AND THE MECHANISM:

Consumer perception is defined as a process by which consumers sense a marketing

Nature and Characteristics

2. Perception is a complex process. After a stimulus is detected by the sense organs,

3. Perception is also an intellectual process, as it involves a lot of cognitive effort.

4. Perception is broad in nature. It includes a physiological component (through

5. Perception is a subjective process, as it is unique to each person. Two consumers

4 important elements involved in the consumer perceptual process

The dynamics involved in perception include the following:

Let us have a discussion on these:

a. Perceptual selection or perceptual selectivity refers to a tendency within a person

c. Perceptual interpretation refers to the process of drawing inferences from the

The Perceptual Mechanism – 3 Sub-Processes (With Examples)

A detailed discussion on the three sub-processes namely, is as follows:

Perceptual selectivity is the process by which people select a particular stimulus or

In the context of marketing, a consumer who visits a fair or an exhibition is able to

Another concept related to perceptual selection is sensory adaptation. Sensory

They go in for substantive or cosmetic variation. Substantive variation in

Perceptual selectivity depends on two broad sets of factors, namely:

(ii) Factors internal and related to the perceiver.

(i) External and Related to the Stimulus:

Research design is the plan, structure and strategy of investigation conceived so as to

2.1 STATEMENT OF PROBLEM

The various bike companies have attempted to differentiate their

2.2 SCOPE OF STUDY

2.3 OBJECTIVES OF THE STUDY

2.4 RESEARCH METHODOLOGY

Research methodology is the way of systematically solving the research problem. It

Secondary data are not collected by the investigator only it is collected by

2.5 SAMPLING PLAN

2.6 SAMPLING METHOD

Sampling is the process of selecting representative, subset of a total population for

2.7 TOOLS FOR DATA COLLECTION

2.8 PLAN OF ANALYSIS

2.10 LIMITATIONS OF THE STUDY

• The study concern with a limited period.

2.11 CHAPTER SCHEME

Chapter 1 : Introduction, Review of literature

Chapter 2 : Research design

Chapter 3 : Company profile

Chapter 4 : Data analysis and interpretation

Chapter 5 : Summary of Findings, suggestions and conclusion

BRIEF ABOUT COMPANY

Galaxy Motors is Partnership based company. Under the direction of “Joginder

P.O New Mahe

New Mahe, Kerala 673311

GLOBAL VEHICLES INDUSTRY

The automotive industry comprises a wide range of companies and organizations

involved in the design, development, manufacturing, marketing, and selling of

vehicles. It is one of the world's largest industries by revenue. The automotive

The automotive industry began in the 1860swith hundreds of manufacturers that

Early car manufacturing involved manual assembly by a human worker. The

HISTORY OF THE COMPANY

Galaxy Motors have also been appointed distributors /reseller of HOFMANN

The company is professionally managed and has a strong Management Team. Mr

strategy at Schulich School of Management, Toronto. Mr. Sanchit Kukreja is an MBA