Customer Satisfaction and Promotional Activity of Nexa

Customer Satisfaction and Promotional Activity Of Nexa
INTRODUCTION
Customer satisfaction
Customer satisfaction is the term which measures the degree of satisfaction of customer from
a product and services supplied by a company. Customer satisfaction is defined as “the
number of customers, or percentage of total customers, whose reported experience with a
0.firm, its products, or its services (rating) exceeds specified satisfactions goals. Customers
play an important role and are essential keeping a product or services relevant it is, therefore,
in the best interest of the business to ensure customer satisfaction and build customer loyalty.
 Customer satisfaction research is that area of marketing research, customer
intelligence, and customer analytics which focuses on customers perception with their
shopping or purchase experience.
Customer
A customer is a individual or business that purchase another company goods and services.
Satisfaction
Satisfaction is the pleasure that you feel when you do something or get something that you
wanted or needed to do or get.
Promotional activity
Promotional activities are techniques that marketing terms use to increase awareness of their
brand, products and services. This can help them attract new customer. Written current
customer and increase their company’s revenue.
Types of promotional activity

1. Social media advertising
Social media marketing (SMM) is a form of internet marketing that uses social media
apps as a marketing tool. These social media platforms enable brands to connect with
their audience to: build a brand; increase sales; drive traffic to a website
2. Email and SMS campaigns
An SMS and E-Mail campaign is a text message sent to a large group of recipients,
usually for marketing purposes. Sales and discount messages are the most popular ones.
SMS campaigns are a crucially powerful strategy to deliver essential information to
people, and it works best in combination with other marketing channels, such as
email or web push.
3. Paid advertising.
Paid advertising is any kind of advertising that you have to pay for, versus owned or
earned advertising. With paid advertising, marketers pay the owner of ad space in
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exchange for use of that space. The price paid for the ad space is often settled through a
bidding process between marketers and the ad space owner.
4. Personal selling.
Personal selling is a sales method where the seller convinces the customer to purchase a
particular product/service face to face. The salesperson aims to emphasize various
product features to prove their value and encourage the customer to buy it.
5. Outdoor marketing
Outdoor marketing refers to the marketing and advertising efforts that take place outside
of the computer screen. It can consist of billboards, bust of posters, stickers, shop signs,
flex boards, etc.
6. Public relations.
Public relations (PR) is the process of maintaining a favorable image and building
beneficial relationships between an organization and the public communities, groups, and
people it serves.
Customers Satisfaction to a company can be defined as:
 The company's ability to fulfill the business, emotional, and psychological needs of its
customers.
 Quality of service delivery expected by the customers.
 An internal drive to satisfy an Unsatisfied need of customers.
 Providing good service in a pleasant manner and meeting the customer's expectations;
 The measure of the degree to which a product or service meets the customer's
expectations;
 Comparison of expectations versus actual experience.
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Measuring Customer Satisfaction
Customer satisfaction is measured at the individual level, but it is almost always reported at
an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for
example, might ask customers to rate their experience with its front desk and check-in
service, with the room, with the amenities in the room, with the restaurants, and so on.
Additionally, in a holistic sense, the hotel might ask about overall satisfaction 'with your stay.
There are several ways to gather input from customers. The simplest way to find out how
customers feel and what they want is to ask them. If you have only 20 customers, you can
talk to each one personally. The advantage of this approach is that you'll get a personal "feel"
for each customer. The disadvantage is that you'll gather different information from each
customer depending on how the conversation goes. Customer surveys with standardized
survey question ensure that you will collect the same information from everyone. Remember
that few of your customers will be interested in "filling out a questionnaire". It's work for
them without much reward. By launching a customer survey as an attempt to find out "how
we can serve you better" - - your customers will feel less put upon.
Here are a few of the possible dimensions that one could measure:
 Quality of product
 Pricing
 Offers and discounts
 Staff’s behaviour
 Complaints or problems
 Billing experience
 Security’s behaviour
 Store’s ambience & cleanlines
BACKGROUND STUDY
Nexa is a part of Maruti Suzuki, the leading car manufacturer in India. It was launched in 23
July 2015 all over the India. Its mission is to sell premium brand of cars and wanted to give a
new exclusive autocratic experience to their customers. Nexa showroom is quite different
from regular Maruti showroom and helps to give more premium experience to their
customers. Their main motive is to focus on customer satisfaction that how to satisfied a
customer by fulfilling their demand. Till now Nexa have launched six cars, those are S-Cross,
Baleno, Ciaz, Ignis, XL6 and Grand Vitara. However, the manufacturing of S-Cross is closed
due to less popular among customers. Customer satisfaction is defined as a measurement that
determines how happy customers are with a company's products, services, and capabilities.
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COMPANY PROFILE
(Figure1.1)
Maruti Suzuki (Maruti), the leading car manufacturer in India launched 10 Nexa showrooms
on July 23, 2015 all over India, as exclusive outlets to sell its premium range of cars. NEXA
stood for New Exclusive Automative Experience: which was the philosophy behind Maruti’s
new endeavor. These outlets provided a more luxurious buying experience for the customers
interested in buying a premium product. NEXA showrooms were different from regular
Maruti showrooms and claimed to give more personalized premium experience to its
customers. These premium showrooms were featured with the superior décor, ambience, and
a more pampered customer service. The first car to be launched by NEXA was S-Cross
Premium Crossover on August 5, 2015, followed by Baleno. Maruti had not been successful
in terms of volume for Baleno when it was previously launched through its regular maruti
showrooms. After it was launched through NEXA on November 26, 2015, they were able to
achieve higher volumes. Maruti, had been India’s number one car brand in the economy car
segment for over 3 decades.
Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited is a subsidiary of
Suzuki Motor Corporation. It was an Indian central public sector undertaking under the
ownership of Ministry of Heavy Industries of the Government of India based in New Delhi. It
was founded in 1981. It was sold by the Ministry of Heavy Industries, Government of India
in 2003 to the Suzuki Motor Corporation during the rulership tenure of National Democratic
Alliance as a move to privatize all of the government establishments. As of February 2022
Maruti Suzuki has a market share of 44.2 percent in the Indian passenger car market.
Formerly Maruti Udyog Limited
Type Public
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Traded as BSE: 532500
NSE: MARUTI
BSE SENSEX Constituent
NSE NIFTY 50 Constituent
ISIN INE585B01010
Industry Automotive
Founded 24 February 1981; 41 years ago
Founder Government of India
Headquarters New Delhi, India
Area served India
Key people R. C. Bhargava (Chairman)
Hishahi Takeuchi (Managing Director & CEO)
Kenichi Ayukawa (Executive Vice Chairman)
Products Automobiles
Commercial vehicles
Automotive parts
Production output Increase 1,563,298 units (2020)
Services Automotive finance
Vehicle service
Revenue Decrease ₹73,278.9 crore (US$9.2 billion) (2021)
Operating income Decrease ₹5,159.4 crore (US$650 million) (2021)
Net income Decrease ₹4,229.7 crore (US$530 million) (2021)
Total assets Increase ₹70,067.4 crore (US$8.8 billion) (2021)
Total equity Increase ₹52,500.6 crore (US$6.6 billion) (2021)
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Number of employees 16,025 (2021)
Parent Suzuki Motor Corporation (56.37%)
Websitewww.marutisuzuki.com
HISTORY
Maruti Udyog Limited was founded by the Government of India on 24 Jan 1981 with Suzuki
Motor Corporation as a minor partner though the actual production commenced only in 1983,
only to become the formal JV partner and license holder of Suzuki in August 2021. The first
manufacturing factory of Maruti was established in Gurugram, Haryana, in the same year.
It started with the Maruti 800, based on the Suzuki Alto kei car which at the time was the
only modern car available in India. Its only competitors were the Hindustan
Ambassador and Premier Padmini. Originally, 74% of the company was owned by the Indian
government, and 26% by Suzuki of Japan. As of May 2007, the government of India sold its
complete share to Indian financial institutions and no longer has any stake in Maruti Udyog.
Maruti Suzuki has inherently been a customer brand. Making a reputation in the budget
friendly segment so that it has the major market share of the segment. This image proved to
be a hindrance when Maruti tried to sell its more costly products like the Grand Vitara and
the SX4.
Chronology
Affiliation with Suzuki
In 1982, a license and joint venture agreement (JVA) was signed between Maruti Udyog Ltd.,
and Suzuki of Japan. At first, Maruti Suzuki was mainly an importer of cars. In India's closed
market, Maruti received the right to import 2 fully built-up Suzuki in the first two years, and
even after that, the early goal was to use only 33% indigenous parts. This upset the local
manufacturers considerably. There were some concerns that the Indian market was too small
to absorb the comparatively large production planned by Maruti Suzuki, with the government
even considering adjusting the petrol tax and lowering the excise duty in order to boost sales.
Local production commenced in December 1983 with the introduction of the SS30/SS40
Suzuki Fronte/Alto-based Maruti 800. In 1984, the Maruti Van with the same three-cylinder
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engine as the 800 was released and the installed capacity of the plant in Gurgaon reached
40,000 units.
In 1985, the Suzuki SJ410-based Gypsy a 970 cc 4WD off-road vehicle, was launched. In
1986, the original 800 was replaced by an all-new model of the 796cc hatchback Suzuki Alto
(SS80) and the 100,000th vehicle was produced by the company. In 1987, the company
started exporting to western markets, when a lot of 500 cars were sent to Hungary. By 1988,
the capacity of the Gurgaon plant was increased to 100,000 units per annum.
Market liberalization
In 1989, the Maruti 1000 was introduced and the 970 cc, three-box was India's first
contemporary sedan. By 1991, 65 percent of the components, for all vehicles produced, were
indigenized. After liberalization of the Indian economy in 1991, Suzuki increased its stake in
Maruti to 50 percent, making the company a 50-50 joint venture with the government of India
as the other stakeholder.
In 1993, the Zen, a 993 cc engined hatchback was launched and in 1994 the 1,298 cc Esteem
sedan was introduced. Maruti produced its 1 millionth vehicle since the commencement of
production in 1994. Maruti's second plant was opened with annual capacity reaching 200,000
units. Maruti launched a 24-hour emergency on-road vehicle service. In 1998, the new Maruti
800 was released, being the first change in design since 1986. Zen D, a 1,527cc diesel
hatchback, and Maruti's first diesel vehicle, and a redesigned Omni were introduced. In 1999,
the 1.6-litre Maruti Baleno three-box sedan and Wagon R were also launched.
In 2000, Maruti became the first car company in India to launch a call center for internal and
customer services. The new Alto model was released. In 2001, Maruti True Value, selling
and buying used cars was launched. In October of the same year the Maruti Versa was
launched. In 2002, Esteem Diesel was introduced. Two new subsidiaries were also started:
Maruti Insurance Distributor Services and Maruti Insurance Brokers Limited. Suzuki Motor
Corporation increased its stake in Maruti to 54.2 per cent.
In 2003, the new Suzuki Grand Vitara XL-7 was introduced while the Zen and the Wagon R
were upgraded and redesigned. The four millionth Maruti vehicle was built and they entered
into a partnership with the State Bank of India. Maruti Udyog Ltd. was listed on BSE and
NSE after a public issue, which was oversubscribed tenfold. In 2004, the Alto became India's
best selling car overtaking the Maruti 800 after nearly two decades. The five-seater Versa 5-
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seater, a new variant, was created while the Esteem was re-launched. Maruti Udyog closed
the financial year 2003–04 with an annual sale of 472,122 units, the highest ever since the
company began operations and the fiftieth lakh (5 millionth) car rolled out in April 2005. The
1.3-litre Suzuki Swift five-door hatchback was introduced in 2005.
In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki Automobiles India",
to build two new manufacturing plants, one for vehicles and one for engines. Cleaner cars
were also introduced, with several new models meeting the new Bharat Stage III emission
standards. In February 2012, Maruti Suzuki sold its ten millionth vehicle in India. In July
2014 it had a market share of more 45%. In May 2015, the company produced its fifteen
millionth vehicle in India, a Swift Dzire.
On 25 April 2019, Maruti Suzuki announced that it would phase out production of diesel cars
by 1 April 2020, when the Bharat Stage VI emission standards come into effect. The new
standards would require a significant investment from the company to upgrade its existing
diesel engines to comply with the more stringent emission standards. Chairman R.C.
Bhargava stated, "We have taken this decision so that in 2022 we are able to meet the
corporate average fuel efficiency (CAFE) norms and higher share of CNG vehicles will help
us comply with the norms. I hope the union government's policies will help grow the market
for CNG vehicles." Diesel cars accounted for about 23 percent of Maruti Suzuki's annual
sales.
The company plans to launch its first electric car in the second half of 2021, the Maruti
Suzuki Wagonr Electric and a test mule of the same has been spotted several times recently.
Joint venture related issues
Relationship between the Government of India, under the United Front (India) coalition and
Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian
media until Suzuki Motor Corporation gained the controlling stake. This highly profitable
joint venture that had a near monopolistic trade in the Indian automobile market and the
nature of the partnership built up till then was the underlying reason for most issues. The
success of the joint venture led Suzuki to increase its equity from 26% to 40% in 1987, and to
50% in 1992, and further to 56.21% as of 2013. In 1982, both the venture partners entered
into an agreement to nominate their candidate for the post of Managing Director and every
Managing Director would have a tenure of five years.
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Manufacturing facilities
Maruti Suzuki has two manufacturing facilities in Haryana (Gurugram and Manesar), and one
manufacturing complex in Gujarat wholly-owned by parent company Suzuki which supplies
its entire production to Maruti Suzuki. All manufacturing facilities have a combined
production capacity of 2,250,000 vehicles annually (1.5 million from Maruti Suzuki's two
plants and 750,000 from Suzuki Motor Gujarat).
The Gurugram manufacturing facility has three fully integrated manufacturing plants and is
spread over 300 acres (1.2 km2). The Gurgaon facilities also manufacture 240,000 K-Series
engines annually. The Gurugram facility manufactures the Alto 800, Wagonr, Ertiga, XL6, S-
Cross, Vitara Brezza, Ignis and Eeco. The Gurugram facility also assembles the Jimny
starting from January 2021 solely for export markets. It was reported the Indian-assembled
Jimny will be exported to African markets and countries in the Middle East.
The Manesar manufacturing plant was inaugurated in February 2007 and is spread over 600
acres (2.4 km2). Initially it had a production capacity of 100,000 vehicles annually but this
was increased to 300,000 vehicles annually in October 2008. The production capacity was
further increased by 250,000 vehicles taking total production capacity to 800,000 vehicles
annually. The Manesar plant produces the Alto, Swift, Ciaz, Baleno and Celerio. On 25 June
2012, Haryana State Industries and Infrastructure Development Corporation demanded
Maruti Suzuki to pay an additional ₹235 crore for enhanced land acquisition for its Haryana
plant expansion. The agency reminded Maruti that failure to pay the amount would lead to
further proceedings and vacating the enhanced land acquisition.
In 2012, the company decided to merge Suzuki Powertrain India Limited (SPIL) with itself.
SPIL was started as a JV by Suzuki Motor Corp. along with Maruti Suzuki. It has the
facilities available for manufacturing diesel engines and transmissions. The demand for
transmissions for all Maruti Suzuki cars is met by the production from SPIL.
In 2017, the new Suzuki Motor Gujarat facility was opened. This third facility is not owned
by Maruti Suzuki, but instead wholly owned by Suzuki Motor Corporation. Despite that, the
plant supplied vehicles to Maruti without any additional cost. Located in Hansalpur,
Ahmedabad, the plant has the total annual capacity of 750,000 units.
In November 2021 Maruti Suzuki announce to set up a big plant in IMT Kharkhoda in
Sonipat district across 900 acres with investment of ₹18,000 crore.
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Haryana State Industrial and Infrastructure Development Corporation gives 900 acres of land
to Maruti Suzuki for setting up a new plant in Industrial Model Township at Kharkhoda,
Haryana.
Automotive safety
Maruti Suzuki's has been criticized for compromising safety in their products by automotive
enthusiasts, journalists, and the Global NCAP, as they are made lighter in terms of kerb
weight to achieving higher fuel economy. Starting 2014, several of their made for India cars
were crash tested at Global NCAP, most of which have given disappointing results. Cars like
Alto, Swift, Celerio, S-Presso (with driver's airbag), and Eeco which had no safety features
like airbags were awarded 0 stars, while Wagon-R and Swift (2018 model year) which had
dual front airbags were awarded 2 stars out of 5. Only the Vitara Brezza (4 stars), Ignis (3
stars) and Ertiga (3 stars) have been awarded decent safety ratings. Though Maruti Suzuki
claimed that they were following the safety standards mandated by the Government of India,
it however only implied with the safety features included in their cars and not the strong body
shell or build quality which suffers the impact of the crash. Maruti Suzuki has also come
under fire for discrimination with customers in India, by making cars safe meant for exports
to European and African markets.
The chairman, RC Bhargava stated that "If carmakers incorporate such features in even entry-
level cars, obviously the price would go up, which would lead consumers to opt for two-
wheelers, which would be more unsafe", which attracted criticism. The company, in February
2020, decided not to send their cars to Global NCAP for testing, as they only believe in the
Safety Standards set by the Government of India. Following the crash test results of S-Presso,
Alejandro Furas, Secretary General of Global NCAP said, “It is very disappointing that
Maruti Suzuki, the manufacturer with the largest share of the Indian market, offers such low
safety performance for Indian consumers. Domestic manufacturers like Mahindra and Tata
have demonstrated high levels of safety and protection for their customers, both achieving
fivestar performance. Surely it’s time for Maruti Suzuki to demonstrate this commitment to
safety for its customers?” Alongside, David Ward, President of the Towards Zero Foundation
said, "We have seen important progress on car safety in India, with new legislation
introduced by the government and manufacturers like Mahindra and Tata accepting the
Global NCAP fivestar challenge and producing models which go well beyond minimum
regulatory requirements. There is no place for zero rated cars in the Indian market. It remains
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a great disappointment that an important manufacturer like Maruti Suzuki does not recognize
this."
Anti-competitive dealer policies
In Aug 2021, Maruti Suzuki was fined ₹200 Crore (US$28.57 million) by the Competition
Commission of India (CCI) for implementing its Discount Control Policy that restrains
dealers from offering customer discounts beyond those prescribed by the carmaker.
Sales and service network
Car showroom near Eluru
Maruti Suzuki has 2,413 Arena sales outlets across 1,992 cities and 380 Nexa sales outlets
across 228 cities in India. The company aims to increase its sales network to 4,000 outlets by
2020. It has 4044 service stations across 1,861 cities throughout India. Maruti's dealership
network is larger than that of enough known companies combined. Service is a major revenue
generator of the company. Most of the service stations are managed on franchise basis, where
Maruti Suzuki trains the local staff. Also, The Express Service stations exist, sending across
their repairman to the vehicle if it is away from a normal service center.
NEXA
(Figure 1.2)
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In 2015, Maruti Suzuki launched Nexa, a new dealership network for its premium cars which
stands for New Exclusive Automotive Experience.When NEXA was born in 2015,
conventions were challenged, ‘premium’ was redefined, and experiences were transformed.
Ever since then, cars by NEXA have made a niche for themselves. Having crossed the 1
million sales milestone, NEXA’s progress is substantiated by the brand’s philosophy to create
and iNEXA is Maruti Suzuki’s premium sales channel. It marks the first initiative by an
automobile company to go beyond selling cars and create a differentiated retail experience
for its discerning customers. Launched in 2015, NEXA’s philosophy Create.Inspire. drives its
endeavor to create inspiring experiences through its premium cars, innovative technologies
and lifestyle experiences.
Today, NEXA has a diverse range of premium cars that caters to every taste. The S-Cross
was its debutant offering, which now has over one lakh customers. It was followed by the
bold premium-hatchback, Baleno, the leader in its segment with over 7 lakh sales. Next came
the tough Ignis, which marked NEXA’s entry into the compact urban SUV segment. NEXA
then welcomed the Ciaz into its family, offering sophistication to the aspirational and
evolving customer. The most recent addition is the XL6, which has struck the right chord
with customers, offering the style and comfort they seek.
Beyond it showrooms, NEXA has created an exclusive world for those who value the finer
things in life. Through its properties - NEXA Music, NEXA Lifestyle and NEXA Journeys, it
offers premium and inspiring experiences, and in the process has evolved into a lifestyle
brand.
In just a period of 5 years, NEXA’s customer base has grown to over 1.1 million. It is the
third-largest automobile channel in India, in terms of sales, and has a network of over 370
showrooms across more than 200 cities.nspire.
Driven by innovation, premium cars by NEXA personify the passion, progressiveness, and
luxury which brand NEXA stand for.
Maruti Suzuki currently sells the Baleno, Grand Vitara, XL6, Ciaz and Ignis through Nexa
outlets. S-Cross was the first car to be sold through Nexa outlets. Several new models will be
added to both channels as part of the company's mediumterm goal of 2 million annual sales
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by 2020. The company recently achieved a milestone of selling 1.5 million cars from over
350 dealerships across the country and is the third largest automobile retail channel of India.
Maruti Suzuki’s premium retail network, Nexa, has completed six years of operation today.
On July 23, 2015, the company kicked off its new premium retail strategy while preparing for
the official launch of its first Nexa model – the S-Cross – on August 5, 2015. Since then, the
carmaker has launched four other models via Nexa – the Baleno, Ignis, Ciaz and XL6.
 Maruti Suzuki Nexa currently retails the Baleno, Ignis, Ciaz, S-cross and XL6.
 Baleno accounts for 65 percent of the 1.45 million-unit sales
 Nexa now has over 380 showrooms in 234 cities
Nexa operates separately from the regular Maruti Arena channel, which retails the other nine
models (Alto, S-Presso, Celerio, Wagon R, Swift, Dzire, Vitara Brezza, Ertiga, Eeco). For
Maruti Suzuki, Nexa was a strategic move to target a new segment of customers with
changing preferences. Speaking at the launch of the Nexa sales channel, Kenichi Ayukawa,
MD and CEO, Maruti Suzuki India, had said,: “The Indian market and society is rapidly
changing and new segments of customers are emerging. We have to take new initiatives to
meet diversifying expectations from our customers. The mission of Nexa is to offer
innovative value and direction so that we can adequately respond to the new segments of
Indian customers and offer them the experience which they value.”
Six years later, it can be seen that the differentiating sales strategy has paid off handsomely,
what with the company notching sales of over 1.45 million units – 14,59,368 units – with
nearly 50 percent of these cars bought by under 35-year-old customers. What’s more, Nexa
has a very high percentage of first-time buyers – 1 million in six years as nearly 70 percent of
its total sales or 10,21,557 units.
One can say Nexa ushered in a new car showroom dynamic in India. It had a monochrome
black-and- white theme with the entire lighting spotlighting the car. High levels of hospitality
and pampering of the customer with specially designed cubicles and separate seating areas
earmarked to ensure his/her privacy was quite a differentiator from regular retail outlets at the
time. What’s more, back in 2015, Nexa provided a digital experience with iPads and a
paperless environment – things which are de rigueur now. In January 2020, Nexa launched its
augmented reality showroom, which enables customers to explore Nexa cars in a digitalised
format.
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Driven by the philosophy to ‘Create. Inspire.’, it offers them a world of ingenious innovation,
exclusivity and inspiring experiences.
In a short span of 5 years, NEXA has become the 3rd largest automobile brand in India with
over 370 state-of-the-art showrooms across 200+ cities.
They embarked on their journey in 2015 with the S-Cross, a premium crossover to inspire the
thrill of driving on varied terrains. Followed by the bold and premium hatchback, the Baleno,
that comes with an iconic design and a host of innovative features. It continues to lead the
segment with over 7.5 lakh sales ever since its launch in 2015. With the New Ignis, NEXA
marked its entry into the compact urban SUV segment, making it easy to manoeuvre through
the tough city roads. Its most premium sedan, the Ciaz offers the right blend of luxury,
elegance and innovative technology. The most recent addition to further strengthen NEXA’s
line up is its premium MPV, the XL6 with an upright stance and a persona that Feels Just
Right.
Since its launch, NEXA has evolved into a lifestyle brand celebrating those who value the
finer things in life. Based on our customer’s passion points, NEXA has 3 pillars – NEXA
Lifestyle, NEXA Music and NEXA Journeys, and through them it reaches out to its
customers by curating events and inspiring experiences. Through its association with the
Lakme Fashion Week and IIFA, NEXA is bringing lifestyle experiences to a global audience.
It created NEXA Music to provide a unique platform to aspiring Indian artists for creating
new original English compositions of international standards under the mentorship of iconic
musicians, A. R. Rahman and Clinton Cerejo. Under NEXA Journeys, it creates unique drive
experiences for people who love to travel and explore.
In these 5 years, NEXA, with its diverse portfolio, strong brand associations, collaborations
and enriching customer experiences has achieved many milestones. By crossing the 1.1
million customers threshold in record time, it has set a new benchmark in the automobile
industry.
With innovation and technology at its core, NEXA Augmented Reality (AR) technology was
launched through the One by One showroom. The NEXA One by One is the smallest
showroom conceptualized by the brand that showcases this revolutionary technology to its
tech-savvy customers. The NEXA AR allows the customers to experience the exact variant of
the vehicle that they want to buy in their choice of colour at the showroom.
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Leading the way towards premium experiences, NEXA has been setting new benchmarks in
the automobile industry. NEXA caters to every need of the incessant seeker of ‘new’. Since
NEXA strives to Create and Inspire at every step of the way, we believe in reaching our goal
through being a trend-setter, a trailblazer.
Story Behind Designing Nexa:-
They say that ‘Rome was not built in a day,’ and quite rightly so. To bulid something
endurable, one has invested considerable amount of time, thought and money. A similar story
went into the making of Maruti Suzuki Nexa, the brand’s premium leadership in India.
Maruti Suzuki is the most loved car brand of India for its great value, fuel efficiency and
huge service network. As per reports, the brand controls over 45% of the Indian car market
with its small cars. Some of its popular involve Maruti 800, Zen, swift, Dzire, Alto and van
(Omni).
Lately, Maruti Suzuki has returned with a fresh attempt to enter the high-end car segment
with the launch of first of its kind premium retail network – Nexa. In recent times, NEXA is
one of the biggest bets from the Maruti Suzuki in the Indian market.
WHAT IS NEXA?
Nexa is a retail network from Maruti Suzuki that caters the high-end consumers who have
gone beyond their first cars and are now looking for an experience. It offers a high level of
sophistication and is based on the principles of exclusively, pampering, and listening to the
customer. But creating Nexa was a mammoth task for both the brand and Hakuhodo India
team, the agency entrusted with the responsibility of creating Nexa.
Elvis Sequeira, COO, Hakuhodo India, shares that they aimed at creating a different mindset
and imagery for Maruti. “Nexa is for a well-travelled consumer who is digitally savvy,
updated and seeks a world class experience while buying a car. After research they found that
the Maruti’s popular retail channel is not equipped for it and hence a separate channel was
needed,”.
HOSPITALITY FACTOR
After a research, it was established that consumers (while buying cars) missed on hospitality.
Hence, the concept of Nexa was derived from the hospitality, banking and aviation and hotel
industries as they knew well about one-on-one interaction with the consumers.
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NEXA Origins
NEXA is created with the purpose of inspiring people to witness an exclusive automotive
experience. It was ideated intricately for the Indian car buyers who wanted to be treated
differently. For the discerning customers who expect global standards and benchmarks in
brands, products and services, NEXA presented itself as the new standard of premium
automotive experience.
NEXA Values
(Figure 1.3)
Much like the values our customers possess, NEXA holds a set of unwavering values.
Reliable
Listening, understanding and providing service and solutions that reflect professionalism and
expertise is how we earn trust and reliability.
Pampering
We provide an unmatched level of hospitality and strive to invoke the feeling of being treated
special, in our customers.
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Innovative
We deploy the most advanced technology & visible innovation that creates an immersive
experience.
Global
Inclusive globalism that presents international standards and best practices in the automobile
industry is another one of our values.
Excitement
We also strive to bring something NEW to the table each time. And our customers are the
exclusive few to experience the 'new' that makes NEXA an exciting destination.
NEXA Philosophy
NEXA believes in creating. NEXA believes in Inspiring. But above all, NEXA believes in
never stopping, come what may.
NEXA embraces the relentless spirit of creators that never stop exploring, innovating,
influencing and experimenting. It is for the persistent individual; the seeker of new. So,
NEXA believes that the Creation of ‘new' is Inspiring.
Primarily, NEXA is committed to create new Experiences, Aspirations, Culture and Lifestyle.
This philosophy is further inculcated in the initiatives like Sound of NEXA Blue, NEXA
Music, One Million Pixel Art, and NEXA Augmented Reality. These initiatives by NEXA
have been a testament to all our tenets.
NEXA Pillars
NEXA has always aspired to create exciting experiences for the world. And in our bid to
introduce such experiences, we keep seeking the new, the unexplored and the
unconventional.
So, we introduced three pillars to Create and Inspire:
Lifestyle - Creation of new Lifestyle experiences that are Avant Garde and Aspirational.
Music - Creation of new Music that is original and Inspiring.
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Travel - Creation of exclusive Journeys that are unique and transformational.
Our consumer is individualistic. They like to experiment with lifestyle and their choices are
ahead of the curve. They don't conform to the ongoing trends and are ever evolving. And this
is the reason why we are constantly coming up with evolving technology to amaze you. We
strive to create a relationship that stems from trust by providing a safe experience for the
customers. And, we do so because it is the NEXA philosophy.
Maruti's Nexa becomes the third largest auto retail brand in just five years
Brand Nexa, which has become the third largest automobile retail brand in five years since
inception in July 2015, is arguably one of the best examples of how customer-centricity can
create a premium brand.
Nexa, the premium retail brand from the automotive leader Maruti Suzuki, commands a little
over 11 per cent of the car market volume and contributes more than 20 per cent of Maruti's
annual volumes, grossing over 30,000 units per month even in this downturn.
"Nexa marks the first initiative by a carmaker here to go beyond selling cars by creating a
new format of retail experience. In these five years Nexa, with its intelligent brand
associations and unique customer experiences, has delighted over 1.1 million customers as it
completed five years in July," Maruti Suzuki executive director for marketing and sales
Shashank Srivastava told PTI.Since the launch with the sole brand S-Cross, today Nexa sells
five premium models of Maruti.
In October 2016, it rolled in the Baleno, the premium mini SUV, which was followed by the
Ignis, a hatchback in January 2017. In April 2017, it launched the premium sedan Ciaz, and
in August 2019 the XL6, a crossover MPV, was rolled out.At present, there are 370 Nexa
showrooms across 200 cities. But Srivastava is cautious about expansion this fiscal given the
pandemic blow to the industry.
"Today, Nexa is the third largest retail automobile channel with a market share of 10-11 per
cent. At present, Nexa contributes close to 20 per cent of our overall sales. With Nexa, we are
able to attract modern urban consumers,” Srivastava added.
In just four years and two months, the brand grossed up 1 million customers in September
2019 and by July 2020, added 1 lakh more customers to the take the total customer family to
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1.1 million.Elaborating further, Srivastava said the first step was to tap the fast evolving
market wherein market research has established that driven by rising income levels, many
were looking forward to a more customer-centric and a prersonalised experience in car-
buying. "So, to offer a personalised experience, we have set up a content management system
which has helped us personalise communication to each customer depending on the digital
signals in their purchase journey," he said adding near half of Nexa customer is under 35.
Further, Srivastava said that "we had to ensure that the buying experience is carried forward
to the after-sales service and other post-sales connect".As part of the premirisation of
customer experience, Nexa had in August 2016 tied up with the Lakme Fashion Week, and in
January 2019 Nexa Music was launched.
Srivastava said for the brand Nexa, the first step was to tap the fast evolving market wherein
market research has established that driven by rising income levels, many were looking
forward for more customer centric and a personalized experiencing in car buying.
"So, to offer a personalised experience, we have set up a content management system which
has helped us personalise communication to each customer depending on the digital signals
in their purchase journey," he explains, adding nearly half of Nexa customers are under-35.
According to Srivastava, the way forward is to staying connected with the customer
throughout the year.
"Having established a digital connect throughout the year, currently we are focusing on a
connected digital + CRM experience with initiative with social CRM, he said and added that
to digitize the entire process of car buying process by easy finance is underway now.
Already, 21 of the 26-steps car-buying process is digitised and a "pilot for a one-of-its-kind
digital finance marketplace that assists a customer in her car-buying process by providing
easy finance is underway now", he noted.To drive the customer experience to the next level it
has introduced Nexa Music under which it creates new original English music; Nexa
Lifestyle wherein it creates avant garde lifestyle; and Nexa Journeys under which offers
unique travel experience to customers.On the journey ahead, he said Nexa will constantly
endeavour to continue to reinvent and deliver unique experience for the ever-evolving
customers.
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OBJECTIVE OF THE STUDY
1. To study the satisfaction of customers towards after-sales service of Maruti Suzuki.
2. To analyze the quality of service provided by Maruti Suzuki.
3. To know the behavior of staffs at the service center.
4. To analyze customer satisfaction towards modern technologies and equipments used by

Maruti Suzuki.
5. To study the satisfaction of customers with the usage of Maruti Suzuki car
LITERATURE REVIEW
Consumer Satisfaction is related to the human activity directed at satisfying human wants
through the exchange of goods and services. Customer satisfaction (often abbreviated as
CSAT), more correctly Sat) is a term frequently used in marketing. It is a measure of how
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products and services supplied by a company meet or supass customer expectarion. Customer
satisfaction is defined as “the number of customers, or percentage of total customers, whose
reported experience wirh a firm, its products, or its services (ratings) exceeds specified
satisfaction goals. Cuatomer expectation is the needs, wants and preconceived ideas of a
customer about a product or a service. If customer expectations are met then the customer is
satisfied
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 performances indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses complete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
Customer Satisfaction by Philip Kotler
Philip Kotler defines customer satisfaction as a ‘ person’s feeling of pleasure or

disappointment, which resulted from comparing a product’s perceived performance or
outcome against his/her expectations’. Although Kotler uses abstract terms like pleasure and
disappointment, the definition is by no means ambigious. Customer satisfaction = f
(perceived performance, buyer’s expectation)
According to this definition, the satisfaction goals are established by the customers
themselves before they set out to make a purchase. This is also why they start looking for
more information at this point — reviews, comparisons, alternatives, etc. Your website,
content marketing efforts, and presence on other review sites make a difference at this point.
So do customer stories and testimonials.
The Zeithaml and Bitner mode
The customer satisfaction definitions we saw so far do not factor in some key parameters — like
price, for instance. So, Zeithaml and Bitner went ahead and developed a customer satisfaction model
that not only includes price but also personal factors. Quality and price are pretty much in control of
the product companies or service providers. But how does one take stock of situational and personal
factors? This is where building user personas come in handy, both for B2B and B2C players .
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Addition by AK Rai, while Rai agrees that customer satisfaction depends on perceived
performance and expectations, he lays down a more detailed customer satisfaction formula: Customer
satisfaction = Customer perception of the service received – Customer expectation from the service.
Jarvenpaa et al. (2000) tested a model of consumer attitude towards specific web base stores, in
which perceptions of the store's reputation and size were assumed to affect consumer trust of the
retailer. The level of trust was positively related to the attitude toward the store, and inversely related
to the perception of the risks involved in buying from that store. His study concluded that the attitude
and the risk perception affected the consumer's intention to buy from the store.
Straub & Watson(2001) It is important for the website to understand what users want. It is also
very important capture the attitudes and feelings of the online customers .His research was mostly to
understand what are the factors which make online shopping appealing to customers ,their priority of
choosing online over others and e-satisfaction through.
Agarwal and Venkatesh (2002) According to their study which is based on usability factor states
that first factor is ease of use which attracts customer for online and other subcategories are composed
of emotion construct: challenge, plot, character strength, and pace.
Dellarocas, (2003) The advent of the Internet has brought about a word-of-mouth revolution.
Through the Internet, individuals can make their thoughts, opinions easily accessible to the global
community of Internet users and growing number of users actively takes advantage of this opportunit.
Maruti Nexa Cars monthly sales
In Sep 2022, the total sales figure of Maruti Nexa cars was 34308 units. This included sales
of Baleno (19369), Ignis (5750), Grand Vitara (4769), XL6 (3061) and Ciaz (1359).
Maruti Nexa Baleno was the best selling Maruti Nexa car in India in Sep 2022. Compare
model wise monthly sales figures for all Maruti Nexa cars.
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(Table 2.1)
Maruti Suzuki Nexa: sales breakdown
From 40 outlets at the time of the S-Cross’ launch, Nexa now has over 380 showrooms in 234
cities across the country. This has ensured ample reach in the farthest regions of India – in
fact, rural India is warming up to Nexa. Maruti Suzuki, which recently notched the milestone
of 5 million sales from rural India, sees strong demand from town and country for the Baleno
– its best-selling Nexa model.
As per our sister publication Autocar Professional’s passenger vehicle sales analytics, Maruti
Suzuki has clocked total sales of 1,4,59,368 units from the Nexa channel. Of the five models
sold, the popular Baleno is the best-seller and, with 9,48,057 units, accounts for 65 percent of
total sales. At No. 2 is the Ignis (1,61,356 units), followed by the S-Cross (1,47,163), the Ciaz
sedan (1,46,710) and the XL6 (56,082).
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(Table 2.2)
Commenting on the sixth anniversary of Nexa, Shashank Srivastava, Senior Executive

Director, Marketing & Sales, Maruti Suzuki India, said, “Nexa marks the first initiative by an
automobile company to go beyond selling cars and create new formats of car buying
experiences. It is our constant endeavour to keep reinventing to deliver the Nexa experience
to ever-evolving customers in the field of automobile and lifestyle. With over 380 showrooms
across country, Nexa has helped us attract a new set of customers who were earlier not
considering a Maruti Suzuki vehicle. The milestone of six years and 1.4 million customers is
a testimony of the trust that our customers have shown us, over the years.”
Maruti Suzuki Nexa: upcoming launches
Maruti Suzuki’s next big launch is the next-gen Celerio, which will be revealed in the coming
months. Following the Celerio, the carmaker is also looking to introduce the 5-door Jimny in
India. Furthermore, there are talks of an all-new premium hatchback and SUV from the brand
which will be unveiled sometime in the future.
Maruti Insurance
Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of
the National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram.
The service was set up the company with the inception of two subsidiaries Maruti Insurance
Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited.
This service started as a benefit or value addition to customers and was able to ramp up
easily. By December 2005 they were able to sell more than two million insurance policies
since its inception.
Maruti Finance
To promote its bottomline growth, Maruti Suzuki launched Maruti Finance in January 2002.
Prior to the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti
and Maruti Countrywide with Citi Group and GE Countrywide respectively to assist its client
in securing loan. Maruti Suzuki tied up with ABN Amro Bank, HDFC Bank, ICICI Limited,
Kotak Mahindra, Standard Chartered Bank, and Sundaram to start this venture including its
strategic partners in car finance. Again the company entered into a strategic partnership with
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SBI in March 2003 Since March 2003, Maruti has sold over 12,000 vehicles through SBI-
Maruti Finance. SBI-Maruti Finance is currently available in 166 cities across India.
Citicorp Maruti Finance Limited is a joint venture between Citicorp Finance India and Maruti
Udyog Limited its primary business stated by the company is "hire-purchase financing of
Maruti Suzuki vehicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank
Overseas Investment Corporation, Delaware, which in turn is a 100% wholly owned
subsidiary of Citibank N.A. Citi Finance India Limited holds 74% of the stake and Maruti
Suzuki holds the remaining 26%. GE Capital, HDFC and Maruti Suzuki came together in
1995 to form Maruti Countrywide. Maruti claims that its finance program offers most
competitive interest rates to its customers, which are lower by 0.25% to 0.5% from the
market rates.
Maruti TrueValue
Maruti True service offered by Maruti Suzuki to its customers. It is a marketplace for used
Maruti Suzuki Vehicles. One can buy, sell or exchange used Maruti or non-Maruti vehicles
with the help of this service in India. As of 10 August 2017 there are 1,190 outlets across 936
cities.
N2N Fleet Management
N2N is the short form of End-to-End Fleet Management and provides lease and fleet
management to corporates. Clients who have signed up of this service include Gas Authority
of India Ltd, DuPont, Reckitt Benckiser, Doordarshan, Singer India, National Stock
Exchange of India and Transworld. This fleet management service includes Leasing,
Maintenance, Convenience services and Remarketing.
Maruti Accessories
Many of the auto component companies, other than Maruti Suzuki, started to offer
compatible components and accessories. This caused a serious threat and loss of revenue to
Maruti Suzuki. Maruti Suzuki started a new initiative under the brand name Maruti Genuine
Accessories to offer accessories like alloy wheels, body cover, carpets, door visors, fog
lamps, stereo systems, seat covers and other car care products. These products are sold
through dealer outlets and authorized service stations throughout India.
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ORGANIZATIONAL STRUCTURE
Mr. R.C. BHARGAVA

(CHAIRMAN)
Mr. Kenichi Ayukava

(Managing director & CEO)
Mr. Toshiaki Hasuike

(Joint manager Director)
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Mr. Oshamu Suzuki

(Director)
Mr. D.S. Brar

(Independent Director)
Mr. Toshihiro Suzuki

(Director)
Mr. Kazuhiko Ayabe

(Director)
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Mr. Shigetoshi Torii

(Director-Production)
Ms. Pallavi Shroff

Mr. R.P. Singh

NEXA CARS
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(Figure 2.1)
BALENO
 Maruti Suzuki is finally launching the New Facelift Baleno 2022. The Maruti Suzuki
New Age Baleno 2022 Comes with Segment 1st Features like Head-Up Display &
many more. NEXA New Baleno 2022 is a 5 seater most popular hatchback car. With
the New Baleno, tech goes bold with a Head-Up Display for user convenience.
 India’s No. 1 hatchback, Baleno will also come equipped with a 22.86 cm HD
SmartPlay Pro+ Infotainment System. With this, customers will enjoy a superior
acoustic experience as it comes equipped with Surround Sense powered by
ARKAMYS.
 The New Age Baleno will come equipped with 360 view Camera. And this feature
will empower customers with a complete view of their surroundings. Thus, this well-
thought-out feature will simplify parking and manoeuvring in tight spaces.
 While the Baleno 2022 facelift model has an Evolved Liquid flow Exterior Design, it
has Plush & Expressive Interiors.
 Ex- Showroom Price – Rs.6.49 Lakhs to Rs.9.71 Lakhs
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(Figure 2.2)
CIAZ
 The premium NEXA sedan from Maruti Suzuki comes with 1.5-litre, 4-cylinder
K15B Engine. Moreover, Ciaz petrol engine comes with Progressive Next-Generation
Smart Hybrid Technology delivering a smooth drive. With the Idle Stop-Start
function, the engine automatically stops when idle & starts silently when optimal
conditions are met. This helps in saving fuel and thus, increasing fuel efficiency. It
functions in both transmissions, Manual & Automatic. Also, Ciaz comes with a 4
Gear Automatic Transmission. Furthermore, the BS-VI compliant Ciaz petrol engine
gives a mileage of 21.56 km/l* in manual transmission variants and 20.28 km/l* in
Automatic Transmission variants. You can now book Ciaz Online in Mumbai, Thane
& Palghar.
 ts striking features include Chrome Accents on Slick Front Grille, LED Projector
Auto Headlamps with integrated LED Daytime Running Lamps, DRLs. The new Ciaz
comes with Front LED Fog Lamp Ornament & LED rear combination Tail Lights.
Also, Ciaz sports 6-inch Precision-cut Alloy Wheels in dual-tone with Metallic Pebble
Grey finish. The striking feature at the rear in Ciaz is the Trunk Lid Spoiler with High
Mount Stop Lamp.
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 Maruti Suzuki NEXA Ciaz has luxurious interiors with the most Spacious Cabin. Ciaz
interiors are made more premium with the birch blonde wood finish. It comes with a
new 10.67cm TFT Multi-Information Display, Cruise Control, and SmartPlay
Infotainment System. For convenience, Ciaz comes with features such as Push Start-
Stop button, Tilt Steering with mounted audio and calling controls, Rear AC Vent,
Rear reading lamps, Rear sunshade, Auto AC, and Cruise Control.
 Equipped with NEXA Safety Shield, CIAZ has a host of safety features like Dual
Front Airbags, Suzuki-TECT Body, Isofix with Child Seat Restraint System & ABS
with EBD. The ESP and hill-hold assist are available in the AT variants.
(Figure 2.3)
IGNIS
 It is an
Urban
Compact
SUV
from Nexa. IGNIS is

powered with a peppy 1.2L, 4-cylinders VVT Petrol engine. IGNIS comes in both, 5-
speed Manual & Automatic Transmission. The new Maruti Suzuki NEXA Ignis Petrol
engine gives a mileage of 20.89 km/l* in manual transmission variants and 20.89
km/l* in the Petrol Automatic Transmission variants. The BS-VI compliant 1.2L VVT
Petrol Engine in both the transmission gives high fuel efficiency on urban city roads.
It also comes with the advanced Auto Gear Shift, AGS Technology variant. The AGS
Ignis variant gives a smooth pleasurable driving experience. You can now book Ignis
Online in Mumbai, Thane & Palghar.
 Its striking exterior features include High SUV-like Stance, Imposing Front Grille
with Chrome Accents & Captivating LED Projector Headlamps with Daytime
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Running Lamps, DRLs. Ignis car also features a striking Rear Spoiler, Sporty Roof
Rails, all-around Cladding, and Sturdy New Front & Rear Skid Plates. Its exteriors
also feature Fender Arch Moulding and Side Sill Moulding. Furthermore, Ignis comes
with Door Sash Black-out, and Body Coloured Auto ORVMs with Turn Indicators.
Nexa Ignis comes with 15” All-Black Alloy Wheels.
 It has a dual-tone ivory dashboard, toggle switches & carbon texture on the AC
Louvers giving it an unmatched Cockpit like experience. It has a spacious cabin with
ample head and legroom. Furthermore, unconventional Wheel Arches with Cladding
makes IGNIS stand apart. The features increasing convenience are Push Start-Stop
Button, Adjustable Tilt Steering with Steering Mounted Audio Controls. Also, Ignis
has Automatic Climate Control, Reclining Rear Seat with 60:40 split & SmartPlay
Infotainment System.
(Figure 2.4)
XL6
 Maruti Suzuki XL6 car is a Premium 3 row MPV from Nexa. The All-New Maruti
Nexa XL6 facelift model of 2022 is powered with Next-gen K-Series 1.5L Dual Jet
Dual VVT Engine with Progressive Smart Hybrid Technology that delivers a refined
driving experience. The New K-series Petrol Engine uses functions like Idle Stop-
Start, Torque Assist Function, and Brake Energy Regeneration. This increases the fuel
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efficiency of the XL6 car due to decreased load on the engine. Nexa XL6 gives a
mileage of 20.97 km/l* in manual transmission variants and 20.27 km/l* in Automatic
Transmission variants. New XL6 comes with 5-Speed Manual Transmission and the
new 6-Speed Automatic Transmission that provides a smooth drive and comes with
steering mounted Paddle Shifters for an engaging drive experience. XL6 is BS-VI
compliant. You can now book a Test drive of the New XL6 Online for anywhere in
Mumbai, Thane & Palghar with Shivam Autozone.
 An imposing Front Fascia and a sculpted profile gives the All-New XL6 a dominating
stance. It has striking Signature Quad chamber LED Reflector Headlamps with
Daytime Running Lamps (DRL). Further, The New XL6 exteriors include an
imposing front fascia with bold front grille with a sweeping X-Bar element, Sporty
Roof Rails, Back Door Spoiler, and Smoky Grey LED Tail Lamps with Light Guide
and Integrated Front & Rear Skid Plate with Side Cladding. New Xl6 gets absolute
stability with stylish Dual-Tone Machined-Finish R16 Alloy Wheels while the new
Shark Fin Antenna radiate an unmistakable sense of style.
 Nexa XL6 is indulgent with All-black Sporty Interiors, sculpted dashboard with a
premium stone finish. The Ventilated Seats of the New XL6 2022 model in the front
row keep you comfortable no matter what the temperature is outside while the second
row Seats provide for optimum relaxation and offers the ultimate lounge experience
with Plush Leather Captain Seats that are comfortable. They stretch out, recline, have
individual armrests, and offer ample space. There are 6 seats in XL6. Nexa XL6 is a
three-row, 6-seater MPV by Maruti Suzuki.
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(Figure 2.5)
GRAND VITARA
 Maruti Suzuki Nexa Grand Vitara is not just any SUV. Grand Vitara is a new breed of
SUVs that is dynamic, powerful, futuristic and comes loaded with advanced features
and technology. Grand Vitara SUV caters to the modern buyer’s every need and
ensures every drive is more exciting and more convenient. The Grand Vitara is the
Flagship Nexa car here to disrupt the mid-SUV segment in India. Maruti Suzuki
Grand Vitara sets a new benchmark of excellence for the SUV segment. Equipped
with superior technology, dominant & fierce, untamed & aggressive, Grand Vitara is
a game changer in the SUV segment. Grand Vitara is truly an expression of Maruti
Suzuki Nexa’s commitment towards excellence. It is a bold, dynamic and aggressive
SUV evoking a sense of premiumness.
 The Grand Vitara SUV is powered by Superior Next-Gen K-series 1.5L Dual Jet VVT
Engine. The Intelligent Electric Hybrid (IEH) powertrain in Grand Vitara comes with
e-CVT with multiple drive modes. The suspensions of Grand Vitara have been
developed by stimulating Indian road conditions to give unparalleled on road
performance, excellent ride & manoeuvrability matching the Indian customer’s needs.
The Grand Vitara caters to a variety of customer segment including environmentally
Eco-conscious SUV enthusiast to customer who loves comfortable, convenient and
premium features in their car. From the outdoor adventure enthusiast who loves to
take on every road, every terrain to the SUV lover looking for a superior SUV, Grand
Vitara has it all.
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(Figure 2.6)
Departments of Maruti Suzuki
Maruti has a functional organizational structure with horizontal linkages. The activities are
divided based on the following functions finance, marketing, engineering and sales, spares,
production, material, parts inspection, quality assurance, human resource development,
information technology, new business and administration, the centralization is very low in
Maruti as the decision-making authority is quite decentralized and disturbed across all levels.
it is a very big organization and further divided into smaller divisions.
There are 29 divisions in Maruti and are headed by one divisional head which is a functional
post. These divisions are divided into 132 departments and which are headed by one
departmental head which is again a functional post. In Maruti the formalization is very high
all the methods, procedures, standards are written down formally . All the departments have
department procedures which describe the role of work of the department as well as their
responsibilities and work flow. The procedures are approved by divisional head and are also
available for the concerned departments. In production shops the standard operating
procedures are displayed on the workstations and are known as Maruti Operations standards.
Organizatonal Structure of Maruti Suzuki
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(Figure 2.7)
1,Production Department
The production department deals with the input of factors of production to the output of
goods. The production department of Maruti Suzuki has four functions.
a) Manufacturing: Deals with the manufacturing of vehicles. Maruti suzuki has

two manufacturing facilities in India with a combined production capacity of
12,00,000 vehicles annually.
b) Facilities Planning: Cutting down the cost of production, improve the

productivity and to support the production of vehicles.
c) Production Services: Takes care of the maintenance of the production

department and providing production support.
d) Supplier Quality: Assurance Ensure that the supplier reliably supplies goods
or services that satisfy the customer’s need.
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2. Supply Chain
Supply chain can be defined as the sequence of processess involved in the distribution of a
commodity. The supply chain department of Maruti Suzuki has three major functions.
a. Component Sourcing
Deals with the sourcing or locating and management of the components or
parts, labour for the manufacturing.
b. Vendor Development
Improving the performance of suppliers and value received from the suppliers
3. Engeneering Department
Engeneering department of Maruti Suzuki handles designing of vehicles, installation of
machines and operations of the manufacturing plants. Engeneering department of Maruti
Suzuki has three functions:
a. Research & Development

Deals with the innovation, designing and improvement of vehicles.
b. Quality Assurance
Assures that the quality of the vehicles its components and parts is
excellent.
c. Service
Along with the Excellency of the product the department works on
improving the providence of the services of Maruti.
4, Administration Department
Administration Department of Maruti Suzuki is the backbone of the company.
Administration department is the link between various departments of Maruti Suzuki that
ensures the smooth flow of information from one part to the other.
a. Finance
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Does the financial planning, reporting and control short and long
term business strategy, investments, hedginf, mergers and
acquisitions, cash management, internal risk management, corporate
finance, auditing and accounting of Maruti Suzuki.
b. Information
Technology Oversees the installation and maintenance of computer
network systems within the company.
c. Human Resources
Ensures the company overcome the challenges and enhance the
performance with the help of skilled workforce by hiring them
5. Marketing & Sales Department
Marketing & Sales Department of Maruti Suzuki operates the operations and activities
involved in promoting and selling of vehicles and services and to enhance the experience of
the customers.
a. Sales (Domestic & Exports)

Link between the product or service and the customers of Maruti Suzuki with in
and outside the country.
b. Pre-owned cars
Acting as mediator between pre-owned cars buyers and sellers.
C. Spares
Deals with supplying and selling of Spare parts.
d. Marketing Strategy
Development Develops strategies to boost up sales and marketin
THEORITICAL REVIEW
Customer satisfaction
Meaning:
Customer satisfaction is defined as a measurement that determines how happy customers are
with a company's products, services, and capabilities. Customer satisfaction information,
including surveys and ratings, can help a company determine how to best improve or changes
its products and services.
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Definition:
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."
Types of Customer Satisfaction:
 Level One: Meeting Customer Expectations
 Level Two: Surpassing Customer Expectations
 Level Three: Delighting your Customers
 Level Four: Amazing your Customers
Level One: Meeting Customer Expectations

Well, let’s face it – the entirety of your business depends on the customers. The minimum,
basic requirement that is asked from you to sustain the market is the ability to meet the
expectations of a customer. This is the only level where you know that your customers are
happy, fulfilled, and will not carry any severe grudge against you. And on similar tracks, they
won’t have loyalty for you too.
But do not assume that since you are on the first level, you are entitled with no efforts at all.
If in the meanwhile, a competition of yours does something greater than just meeting their
expectations, you lose the chance to retain them. Not just that, your customers will now give
away their customer loyalty Brownie points to someone whom they really want to. Surviving
the first step, you will have to learn the skill of packing the punch in the first go.
Level Two: Surpassing Customer Expectations
Now, it is time to go beyond mere expectations. So how do you redeem yourself in this
category? A friendly customer service that provides impromptu solutions, followed by
regular feedback sessions might put you at this level. As you have promoted to the second
level, you must know that satisfaction for a customer means more than just subscribing to
your product.
You will have to come up with a multitude of additional causes that can give you an edge
over your competitions. Exceeding their basic expectations here will build a treasure trove of
customer retention and will eventually augment your profitability bar too. Once a user sees
that you are ready to surpass their expectations, they will most likely be eager to pay more
and stick around for a longer time.
Level Three: Delighting your Customers
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It is human tendency to fall for things that give them pamper and attention. The same
principle goes for the customers too. Once they come and see your abode of love, respect,
and dedication, you are assured to put a smile on their face. On the third level, a customer
served here is indeed delighted.
Not only they saw that their basic expectations have been met and surpassed, but you as a
company have connected with them on an emotional note too. This accounts to be the
beginning of wreathing their loyalty towards you. This is also the stage where luring a loyal
customer of yours away from the clutches of a vying competitor is difficult and impossible
for some.
While you make sure that you are delighting your customers, you are in a way paving the
route to building a well-profitable business with an enriching revenue bar. It is not always
expensive, trophy gifts that retain a customer. You can delight them in myriad cost-effective
ways too. All they need from you at the end of the day is empathy and devotion above the
rest.
Level Four: Amazing your Customers
As you walk into the final level, you are looking at propelling your business in financial
ways. At this top level of customer satisfaction, you will have to bring you’re a game and
amaze your customers more than ever. Some of the simple yet significant tactics include
launching a revamped version of a product update that goes way beyond what they had
expected. Freebies too are a great way to keep them amazed.
A customer by default has a thing towards getting discounts, special promo codes, and loyalty
programs. These methods will almost simmer down on the bulging churn rates. On top of
that, adding a personalized note that goes along with these freebies is like icing on a cake.
Receiving regular customer feedback too is a good way to show them that you are listening
and that their suggestions are truly welcome. This will aid in moving your business higher in
the customer satisfaction hierarchy and strive to get more brand loyalty
Promotion
Meaning:
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It refers to a process of informing, persuading and influencing a consumer to make choice of

the product to be bought. Promotion is done through means of personal selling, advertising,
publicity and sales promotion.
Definition:
Promotion is defined as the co-ordinated self-initiated efforts to establish channel of
information and persuasion to facilitate or foster the sale of goods or services, or the
acceptance of ideas.
Promotion is probably the most visible element of the marketing mix to most people and is
often seen as one of the more glamorous marketing functions. Promotional activities can, and
do, have a significant impact on demand for a particular product or service.
Promotion also covers the various methods that an organisation uses to communicate with
employees and other interest groups since effective marketing is crucially dependent on the
establishment of a marketing orientation throughout the organisation as a whole.
Without understanding its importance, however, promotion is only one element of the overall
marketing mix, and its impact on demand will only be sort term if the product is not of the
necessary quality, available in the appropriate outlets and acceptably priced.
The term ‘promotion’ refers to the range of methods used by an organisation in order to
communicate with its customers, both actual and potential, and includes advertising,
publicity, personal selling and sales promotion. The effective marketer recognizes that each
of the four elements of promotion-advertising, publicity and public relations, personal selling,
and sales promotion-has certain strengths.
They seek to integrate and unite the appropriate elements to accomplish their promotional
objectives. The combination of elements a marketer chooses is the marketer’s promotional
mix.
Promotion refers to the coordination of all seller initiated efforts to set up channels of
information and persuasion to facilitate the sale of a product or service.
Promotion is a process of communication with the potential buyers involving information,
persuasion and influence. It includes all types of personal or impersonal communication with
the customers and middlemen. According to the American Marketing Association, promotion
is “the personal or impersonal process of assisting and/or persuading a prospective customer
to buy a commodity or service or to act favourably upon an idea that has commercial
significance to the seller.”
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Promotion is a vital element of the marketing mix of a business enterprise. It is the spark plug
of the marketing mix. No business enterprise can sell its goods and services without
informing the people about the availability of products and without creating in them the
desire to buy them. Customer demand is largely dormant. It must be awakened and stimulated
through promotion.
The prospective customers have to be informed about the features, utility and availability of
products. The purpose of promotion is to inform, persuade and influence the prospective
customers. The need for promotion has increased due to stiff competition, widening market,
rapid changes in consumers’ tastes and technology and growing distance between producers
and consumers.
Promotion is the process of marketing communication involving information, persuasion and
influence. Promotion has three specific purposes. It communicates marketing information to
consumers, users and resellers. It is not enough to communicate ideas. Promotion persuades
and convinces the buyer and enters into this consumer behavior.
Promotional efforts act as powerful tools of competition providing the cutting edge of its
entire marketing programme. Promotion has been defined as “the coordinated self-initiated
efforts to establish channels of information and persuasion to facilitate or foster the sale of
goods or services, or the acceptance of ideas or point of view.” It is a form of non-price
competition.
Essentially promotion is persuasive communication to inform potential customers of the
existence of products, to persuade and convince them that those products have want
satisfying capabilities. Consumers really speaking buy a bundle of expectations (a package of
utilities) to satisfy their economic, psychosocial wants and desires. The promotion offers the
message, viz., the communication of these benefits to consumers.
Hence, promotion message has two basic purposes- (1) persuasive communication, (2) tool of
competition. Promotion is responsible for awakening and stimulating consumer demand for
your product. It can create and stimulate demand, capture demand from rivals and maintain
demand for you; products even against keen competition.
Of course, it is taken for granted that your product has the capacity to satisfy consumer
expectations and can fill their wants and desires. It is a truism that nothing can be sold and
nothing can make money (except mint) without some means of promotion.
Marketers have adopted a communication view of their firms’ promotional activities.
Receiver is now regarded as an active participant in the process of communication. All
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marketing communications must be planned as part of a total system, not as independent

pieces.
The communication or promotion mix includes four ingredients, viz.:
1. Advertising,
2. Publicity,
3. Personal selling, and
4. All forms of sales promotion.
All marketing communications or forms of promotion try to influence consumer’s attitudes,
beliefs, ways of living or life style, values and preferences towards a company and its
products, and thereby influence his/her behaviour.
1. Advertising:
It is defined as any paid form of non-personal presentation and promotion of ideas, goods and
services by an identified sponsor. It is impersonal salesmanship for mass selling, a means of
mass communication.
2. Publicity:
It is non-personal stimulation of demand for a product, service or a business unit by placing
commercial significant news about it in a publication or obtaining favourable presentation of
it upon radio, television, or stage that is not paid for by the sponsor.
3. Personal Selling:
It is the best means of oral and face-to-face communication and presentation with the
prospect for the purpose of making sales. There may be one prospect or a number of
prospects in the personal conversation.
4. Sales Promotion:
It covers those marketing activities other than advertising, publicity and personal selling that
stimulate consumer purchasing and dealer effectiveness. Such activities are displays, shows,
exhibitions, demonstrations, and many other non-routine selling efforts at the point of
purchase. Sales promotion tries to complement the other means of promotion.
All kinds of promotion play the role of communication channels between the marketer (the
source and the sender of message) and the consumer (the receiver of the message). Promotion
as an element cuff marketing mix has three broad objectives- (a) information, (b) persuasion,
(c) reminding. The overall objectives of promotion, of course, influencing the buyer
behaviour and his predispositions (needs, attitudes, goals, beliefs, values and preferences).
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RESEARCH METHODS & DATA INTERPRETATION
Research Methodology:
Research methodology is a process used for making decisions by collecting, analysing and
interpreting data. The methodology may include interviews, public research, surveys and
other techniques for research and could include both present and historical information
1) Primary Data The essential information is gathered through questionnaire designed with
the help of google form and sent to the customers of Maruti Suzuki to collect the data from
their individual experience. The questionnaire was kept formal and simple and designed in
2)Secondary Data The secondary information is gathered from online articles, books,
websites, records, previous reports and researches.
Sampling Method
Sampling unit is the unit into which an aggregate is divided for sampling purpose, each unit
and response is considered as individual.
• The sampling method used in this research was Convenience sampling Convenience
sampling is a type of non-probability sampling method in which the sample is taken from a
group of people who are easy to reach or contact.
Sample Size Sample size can be defined as inferences to reference about a population for a
sample.
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• Sample size taken for the research was 250.
Research Instruments Research instruments are measurement tools designed to obtain data
on a topic of interest
• The instrument used in this research was questionnaire.
Questionnaires The most commonly used tool for survey research is questionnaire. These
are a set of questions designed to collect the relevant data for the research.
• The questionnaire was designed in English and Hindi both to reduce the language barrier
and questions were kept formal and simple to make it easy to understand.
Data Analysis
Data analysis is the process of transforming the collected data into valuable information for
decision making.
• To collect data Google form is used for conducting survey. • To analyze the data SPSS
analysis is used
1) Age Group of Respondents
AGE OF GROUP NUMBER OF RESPONDENTS
18 to 20 2.91%
21 to 25 21.35%
26 to 35 8.73%
36 and above 66.99
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(table 3.1)
No. of Respondents
18 to 20 21 to 25 26 to35 36 and above
(Figure 3.1)
2) Gender of Respondents
sGENDER NUMBER OF RESPONDENTS
MALE 69.9%
FEMALE 30.1%
(Table 3.2)
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NO. OF RESPONDENTS
MALE FEMALE
(Figure 3.2)
3) Age group Most interested in buying premium cars, according to respondents
AGE GROUP NO. OF RESPONDENTS
18 to 24 3.88%
25 to 34 33%
35 to 44 37.86%
Above 44 25.26%
(Table 3.3)
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NO. OF RESPONDENTS
18 to 24 25 to 34 35 to 44 Above 44
(Figure 3.3)
4) Aware of the parent group of Nexa
Aware of parent group of Nexa No. of Responses
YES 57.84%
NO 42.16%
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(Table 3.4)
No. of Responses
Yes No
(Figure 3.4)
5) Often hear people talking about Nexa
Often hear people talk about Nexa No. of Responsense
Not at all 32.03%
Sometimes 57.28%
Often 10.69%
All the time 0
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(Table 3.5)
Sales
Not at all Sometimes Often All the time
(Figure 3.5)
6) Association of Nexa with Maruti Suzuki leads to Preference in buying decision
Preference in Buying decision No. of Responses
Never 12.62%
Rarely 14.56%
Sometimes 36.89%
Often 27.18%
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Always 8.75%
(Table 3.6)
(Figure 3.6)
7) Factors that influence purchase decision for premium segments cars
Factors No. of Responses
Style 25.60%
No. of Responses
Never Rarely Sometimes Often Always
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Comfort 36.71%
Mileage 15.94%
Price 21.75%
(Table 3.7)
No. of Responses
Style Comfort Mileage Price
(Figure 3.7)
8) Level of agreement for the brand image that affect Nexa
No. of Responses
Strongly Disagree 0.98%
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Disagree 11.76%
Neutral 34.31%
Agree 45.10%
Strongly Agree 7.84%
(Table 3.8)
(Figure 3.8)
9) Is Nexa price is higher
No. of responses
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Strongly disagree Disagree Neutral Agree Strongly disagree
No. of Responses
Strongly Disagree 1.98%
Disagree 7.92%
Neutral 60.40%
Agree 27.72%
Strongly Agree 1.98%
(Table 3.9)
No. of Responses
Strongly disagree Disagree Neutral Agree Disagree
(Figure 3.9)
10) Familiarity with Nexa in Accordance with Pricing
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No. of Responses
Not at all familiar 34.95%
Slightly familiar 31.07%
Moderately familiar 29.13%
Extremely familiar 4.85%
(Table 3.10)
No. of Responses
Not at all familiar Slightly familiar Moderately familiar Extremely familiar
(Figure 3.10)
Nexa from Inside
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It begins with the Valet Parking offered to every visitor. "Consumer mostly visits a car
showroom with his family. While the entire family gets down, one of them is left to drive and
park the car in the usual scenario. At Nexa, we save this trouble
The agency trained people on how to greet consumers when they enter. It designed the area
where they will sit, how they will see the car and what drink will be served, how the
relationship manager will begin the discussion, and a private
space to discuss the financial things.
"In our research, we found that the to and fro movement of the backend staff clutters
the showroom, so we kept them away at Nexa. We designed the dresses of the staff
at Nexa according to the ranks. While the theme of the dress was same, but there
was a slight difference in the shades. At Nexa, no staff is allowed to be in casual. We
had to manage the supply of cloth and design. It was a difficult task," shared
Sequeira.
Interestingly, unlike the other popular showrooms, the design team decided to keep only one
car per model. "We designed the technology to show the consumer on how different color
looks on the car.
While technology was at the centre in designing Nexa, the design teams worked towards a
paperless outlet. The idea was to provide information around the market and the car on digital
platform.
A Hakuhodo team from Japan helped in setting the lighting in the showrooms right. Instead
of using the flat light, they focused the spotlight on the car using professional light to give a
majestic look to the car.
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In usual situations, the car is delivered outside the showroom but at Nexa the design
teams in association with Japanese Hakuhodo team, decided to do it inside the
showroom as they wanted other customers to get the feel of it. "Some of the points
that were discussed and raised while designing the delivery were about emissions,
Process Steps
Greet the customer in a warm and enthusiastic manner. "good morning / Good afternoon /
Good evening with your dealership name
⚫ Politely ask for caller's name and telephone number
Establish purpose of the call and attend to the customer's requirement
⚫ If more information is required, then find out preferred time to call the customer and
arrange for the information required.
Politely ask the customer if he would the a relationship manager to call him
⚫ If customer agrees, then find out preferred time to contact the customer and transfer the
prospect details to the Relationship Manager
⚫ Relationship Manager to call the customer at the customer's preferred time with required
details
Process key Notes
⚫ Call should be answered within the third ring

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⚫ The person must be able to provide information about Models & variants
• Features
• Colors
• Availability
Current schemes
Make sure that the name of the customer and the nature of information required are
commences concerned person so that the customer does not have to repeat the same
Outside the Showroom Interaction Process Guidelines
Relationship manager fixes an appointment prior to visit The Relationship is present at the
appointed date with the desired vehicle and
the tab
Enquiry Capturing & Tracking
Importance of Enquiry capturing and Tracking
Understand the needs of the customer

Capture customer information to offer personalized experience to the
Customer
⚫ Timely and regular follow up with the customers till enquiry is converted sale • Record
customer details and requirements to facilitate sales proces into
7. FINDINGS & CONCLUSION
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7.1 Findings
1. According to the analysis out of 250 respondents 81.6% are male and remaining 18.6% are females.
2. The average age of the respondents is 38.
3. According to the above analysis out of 250 respondents, most of them owns only Hatchback i.e.
56.8%.
4. Maruti Suzuki does a very good job in reminding their customers about the service due date.
5. Most of the customers were found having very less difficulty in booking a service appointment.
6. The behavior of the service staffs is found satisfactory by most of the respondents.
7. Most of the customers were satisfied with the facilities provided at customer lounge,
8. A majority of respondents said they mostly they get to collect their vehicle between 2-4 hours,
followed by the respondents who mostly get to collect their vehicle between 4-6 hours.
9. Most of the customer were found satisfied with the pick and drop facility and modern technologies
& equipment used by Maruti Suzuki.
10. Most of the respondents were found satisfied with the overall experiences of Maruti Suzuki’s after
sales service.
11. After the whole analysis the respondents gave an average rating of 3.8 out of 5 to the after sales
service of Maruti Suzuki which can be considered as Satisfactory.
CONCLUSION
It was a wonderful experience while working on this project. I learned that how a company
provides best autocratic experience to their customers by providing them best quality of
premium cars, best convincing price of the cars and all types of automobile services and how
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a company promotes its product to their customers. It not only focuses on just selling a car
but also focus on what actually a customer need in his/her car. They focus on customer
satisfaction and promotional activities of their products. So that more and more customers are
attracted to their company.
A brief analysis and After study on the topic Customer Satisfaction towards After sales
service of Maruti Suzuki I have came to the conclusion that:
1. Overall, most of the customers are satisfied with the after sales service of Maruti Suzuki.
2. The quality of service provided by Maruti Suzuki is impressive as most of the customer found it
satisfactory.
3. The behavior of service staffs towards customers is also found satisfactory as they are polite and
gentle with the customers.
4. Most of the customers are satisfied with the modern technologies and equipment used by Maruti
Suzuki for providing service to their customers.
5. There is a majority of customers who are satisfied with the usage of Maruti Suzuki cars as it offers
decent after sale service
7. RECOMMENDATIONS
Although Maruti Suzuki provides decent after sales service and most of its customers are satisfied
with it, yet the company is not best in the automobile industry. According to the J.D. Power India
Customer Service Index study, Maruti Suzuki stands on 9th position in which 1st position is scored by
Hyundai followed by Tata Motors at 2nd .
Followings are the recommendations that I would like to give

1. Maruti Suzuki should work on providing same day appointment for servicing of the cars.
2. The company should improve the quality of facilities at the customer lounge.
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3. Work on reducing time for attending the customers at service centers.

4. Maruti Suzuki should work on being punctual in providing the vehicles to the customers at
the given time.
5. The company should provide training to their employees regarding the usage of modern
technologies and equipment and expand their area of serving.
6. Rather than increasing the quantity of manufacturing cars the company should focus on
improving the service quality, service initiation, facility, service provider and pickup facility.
BIBILOGRAPHY
 https://www.marutisuzuki.com
 https://in.linkedin.com/company/nexaexperience
 https://www.easyleadz.com/company/nexa--maruti-suzuki-india-ltd
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ANNEXURE
1. Age.
a) 18 to 20 b) 21 to 25 c) 26 to 35 d) 36 and above
2. Gender.
a) Male b) Female
3. At what age group you were interested in buying a premium car.
a) 18 to 24 b) 25 to 34 c) 35 to 44 d) above 44
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4. Are you aware of the parent group of NEXA.

a) Yes b) No
5. Have you heard people talking about NEXA.
a) Not at all b) Sometimes c) often d) All the time
6. Is association of NEXA with Maruti Suzuki leads to preference in
buying decision.
a) Never b) Rarely c) Sometimes d) Often e) Always
7. Which factor influenced you to purchase in decision for premium
segments cars?
a) Style b) Comfort c) Mileage d) Price
8. Is the level of agreement for the brand image affect the NEXA.
a) Strongly disagree b) Disagree c) Neutral d) Agree e) Strongly agree
9. Is NEXA price is higher.
a) Strongly disagree b) Disagree c) Neutral d) Agree e) Strongly agree
10.Are you familiar with NEXA according to price.
a) Not at all familiar b) Slightly familiar c) Moderately familiar
d) Extremely familiar
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Customer Satisfaction and Promotional Activity Of Nexa

Types of promotional activity

2. Email and SMS campaigns

Customers Satisfaction to a company can be defined as:

 Quality of service delivery expected by the customers.

 An internal drive to satisfy an Unsatisfied need of customers.

 Comparison of expectations versus actual experience.

Measuring Customer Satisfaction

Formerly Maruti Udyog Limited

Traded as BSE: 532500

BSE SENSEX Constituent

NSE NIFTY 50 Constituent

Founded 24 February 1981; 41 years ago

Founder Government of India

Headquarters New Delhi, India

Area served India

Key people R. C. Bhargava (Chairman)

Hishahi Takeuchi (Managing Director & CEO)

Kenichi Ayukawa (Executive Vice Chairman)

Production output Increase 1,563,298 units (2020)

Services Automotive finance

Revenue Decrease ₹73,278.9 crore (US$9.2 billion) (2021)

Operating income Decrease ₹5,159.4 crore (US$650 million) (2021)

Net income Decrease ₹4,229.7 crore (US$530 million) (2021)

Total assets Increase ₹70,067.4 crore (US$8.8 billion) (2021)

Total equity Increase ₹52,500.6 crore (US$6.6 billion) (2021)

Number of employees 16,025 (2021)

Parent Suzuki Motor Corporation (56.37%)

Affiliation with Suzuki

Joint venture related issues

Anti-competitive dealer policies

Sales and service network

Car showroom near Eluru

Story Behind Designing Nexa:-

So, we introduced three pillars to Create and Inspire:

Music - Creation of new Music that is original and Inspiring.

Travel - Creation of exclusive Journeys that are unique and transformational.

OBJECTIVE OF THE STUDY

1. To study the satisfaction of customers towards after-sales service of Maruti Suzuki.

2. To analyze the quality of service provided by Maruti Suzuki.

3. To know the behavior of staffs at the service center.

4. To analyze customer satisfaction towards modern technologies and equipments used by

Customer Satisfaction by Philip Kotler

Philip Kotler defines customer satisfaction as a ‘ person’s feeling of pleasure or

The Zeithaml and Bitner mode

Maruti Nexa Cars monthly sales

Maruti Suzuki Nexa: sales breakdown

Commenting on the sixth anniversary of Nexa, Shashank Srivastava, Senior Executive

Maruti Suzuki Nexa: upcoming launches

N2N Fleet Management

Mr. R.C. BHARGAVA

Mr. Kenichi Ayukava

Mr. Toshiaki Hasuike

Mr. Oshamu Suzuki

Mr. D.S. Brar

Mr. Toshihiro Suzuki

Mr. Kazuhiko Ayabe

Mr. Shigetoshi Torii

Ms. Pallavi Shroff

Mr. R.P. Singh

 Ex- Showroom Price – Rs.6.49 Lakhs to Rs.9.71 Lakhs

from Nexa. IGNIS is