A STUDY ON CUSTOMER PERCEPTION TOWARDS THE SERVICE

PROVIDED BY EASVARI MOTORS

IN CHENNAI

BY

E.ANANDHGIRI
(Reg No: 35103014)

A PROJECT REPORT

Submitted to the
Department of management studies in the
FACULTY OF ENGINEERING AND TECHONOLOGY
In partial fulfillment of the requirements
for the award of the degree
Of

MASTER OF BUSINESS ADMINISTRATION

IN

SRM SCHOOL OF MANAGEMENT

SRM INSTITUTE OF SCIENCE AND TECHNOLOGY
(Deemed University)
CHENNAI
June-2005
 BONAFIDE CERTIFICATE

Certified that this project report titled A STUDY ON CUSTOMER PERCEPTION

TOWARDS THE SERVICE PROVIDED BY EASVARI MOTORS IN CHENNAI field
further that to the best of my knowledge the work reported here in does not from part of
any other project report or dissertation on the basis of which a degree or award was
conferred on an earlier occasion on this or any other candidate.

Signature of the Guide Signature of the HOD

Mr.Soundarajan Dr.Jayshree Suresh

ACKNOWLEDGMENT

We owe everything in our life to others. A person single handedly cannot achieve

anything in life. In that attempt to do our project, many people have graciously extended

their guidance, advice, and criticism to improve our standard of work.

We express our sincere thanks to Prof.R.VENKATARAMANI principal, S.R.M

Engineering College, Chennai, without whom the project may not be finished successfully.

We express our sincere thanks to, Dr (Mrs.).JAYSHREE SURESH, our respected

H.O.D, S.R.M. School of Management, Chennai, who took keen interest in our project.

We express our heartfelt thanks to our project guide MR.C.SOUNDARRAJAN,

B.E, M.B.A, MPhil, lecturer, S.R.M. School of Management Chennai, for his kind co-

operation, encouragement and valuable suggestions that helped me in completion of my

project work.

I express my heartily gratitude to MR.A.IYAPPAN Manager, EASVARI MOTORS,

CHENNAI for his immense help in getting me this project.

 ABSTRACT

EASVARI MOTORS PRIVATE LIMITED is a Maruti authorized service station

in Chennai city. It occupies 8th position in the All India Ranking CSI (Customer Satisfactory
Index). Based on their performance Maruti Udyog limited has awarded them the good
performance mass award for the last year.

EASVARI MOTORS is one of the best service stations in Chennai. Hence there is a
need for a “perception study” of their service provided to their customers.

The primary objective of EASVARI MOTORS is to know about the customer

perception towards their services.

In order to attain the objectives, a structured questionnaire through interview was

followed. The research design adopted for this survey was descriptive type of research. The
sample size was restricted to 100.

The sample design is non-probability convenience sampling.

The tools used for analysis was percentage analysis, cross tabulations and weighted
average method. The data was collected with the use of structured questionnaire as a
research tool.

The respondents on a large scale were satisfied with the performance but the service
station should study about the future market and equip itself accordingly.
CHAPTER TITLE PAGE NO.
1.1 INTRODUCTION 2

1.2 STATEMENT OF THE PROBLEM 3

I
1.3 OBJECTIVE OF THE STUDY 4

1.4 REVIEW OF LITERATURE 5

1.5 METHODOLOGY AND LIMITATIONS OF STUDY 7

1.6 COMPANY PROFILE 10

1.7 PRODUCT PROFILE 13

II 2.1 ANANLYSIS AND INTERPRETATION 15

3.1 FINDINGS 56
III
3.2 SUGGESTIONS 58

3.3 CONCLUSION 61

BIBLIOGRAPHY 63

APPENDICES 64
S.No TABLES PAGE
NO
1 CLASSIFICATION BASED ON AGE GROUP OF 16
RESPONDENTS
2 CLASSIFICATION BASED ON OCCUPATION OF 18
RESPONDENTS
3 TABLE SHOWING THE CARS OWNED BY THE 20
RESPONDENTS
4 FACTORS INFLUENCING THE CUSTOMER SERVICE 22
REQUIREMENTS
5 NUMBER OF NEW CUSTOMERS 23

6 SOURCE OF INFORMATION 25

7.1 PROMPTNESS OF SERVICE ADVISOR IN OPENING OF JOB 27

CARD
7.2 ADVISOR HELPFULNESS IN LISTENING TO SERVICE 29

7.3 UNDERSTANDING OF SPECIFIC PROBLEMS BY SERVICE 31

ADVISOR
7.4 EASE OF GETTING APPOINTMENT FOR SERVICE/REPAIR 33
7.5 ABILITY TO FIX THE PROBLEM OF VEHCILE ON 1st VISIT 35
7.6 EXPLANATION OF WORK DONE 37

7.7 QUALITY OF WORK DONE 39

7.8 QUALITY OF CAR WASHING 41

8 COURTESY IN SERVING THE CUSTOMERS 43

9 OPINION ABOUT THE COST OF THE SPARE PARTS 45

10 OPINION ABOUT THE LABOUR COST 47

11 INDICATION OF CUSTOMERS PERCEPTION OF 49

IMPORTANCE
12 RETURNED FOR RESERVICE 50

13 TIMELY DELIVERY OF THE CAR 51

14 RECOMMENDATION 53
 CHAPTER I

1.1 INTRODUCTION

EASVARI MOTORS PVT., LTD., is a maruthi authorized service station in Chennai. It is

one of the best service stations in India. Hence there is a need for perception study of their
service provided to their customers.

Perception is the ability to see, hear or become aware of something through the senses.
Identifying the perception of the customer helps in understanding their future expectations.

In the automobile industry, the manufacturers don’t have a direct interaction with the
customers. It is only through their dealers. So the dealer’s performance in terms of service
offered is of utmost importance in the brand building exercise of any automobile
manufacturers.

The study analysis the various parameters such as quality of service, promptness of delivery
, cost of spares, labours and a few others to identify the satisfaction levels of the customers.

The customers by and large were satisfied with the performance of EASVARI MOTORS
which reflects that the customer’s perception about EASVARI MOTORS is very good.

1.2 STATEMENT OF THE PROBLEM

EASVARI MOTORS an authorized service station in south India. There is a heavy

competition in the automobile industry service stations, to maintain its growth and service
Easvari Motors has to find out the needs and wants of their customers, in order to maintain
such levels of quality and retain its title as one among the top service stations, it has to know
the perception of its customers towards the services provided and what are the further
exceptions of the customers. Thus the study enables in finding out the perception of
customers towards the services provided and also what are their further exceptions.

1.3 OBJECTIVES

Primary objective:

• To find out customer perception towards service provided y

EASVARI MOTORS.

Secondary objective:

• To find ways to attract new customers.

• To find out the future market potential.

• To find out if there is any specific needs to the existing customers.

• To find out the perception towards the existing value additions in

terms of service offered.

1.4 REVIEW OF LITERATURE

In the past various studies conducted in EASVARI MOTORS, to identify its brand image
and customer satisfaction regarding the service provided by them.

In the very recent time a survey has been taken in the topic of CUSTOMER
SATISFACTION among the customers of EASVARI MOTORS.
The study listed out the various needs and wants of the customers .The study found that
most of the customers are satisfied with the service provided by them, but some of the
customers are not satisfied with the labour and spare parts cost charged, because they felt
that the price of the labour cost and spare parts are quite higher when it is compare with the
local market.

The suggestion that has been given in the study for this problem is, since most of the
customers are not expected to know about the wear and rear of parts of the vehicle, it is the
duty of the staff at the service station to educate the customer about the condition of the
vehicle and also specifically tell him about the cost involved and various suggestions also
given to EASVARI MOTORS to improve their standard which can attract the regular
customer and the new customers.

The present study that have been made regarding the CUSTOMERS PERCEPTION
towards the service provided by EASVARI MOTORS. This study analysis the various
parameters such as quality of service, promptness of delivery, cost of spares, labours and a
few others to identify the satisfaction levels of the customers. This study found that
EASVARI MOTORS performance is GOOD based upon the research further it has to
improve its performance by augmenting its existing features.

The previous study regarding CUSTOMER SATISFACTION and the present study
regarding CUSTOMER PERCEPTION towards the service provided by EASVARI
MOTORS are more are less related to one another because only when the customers got
satisfied with the performance of EASVARI MOTORS will leads to the customer’s
perception about EASVARI MOTORS is good.

The study regarding the brand image of the company suggests that it can be built only
through quality of service and effective advertising.
 1.5 RESEARCH METODOLOY

Research design: The research design was descriptive in nature.

Sampling design: The sampling design adopted was non probability convenience sampling.

Sample population: Maruti car owners visiting EASVARI MOTORS for service.

Sample size: The total number of samples taken for the research was 100.

Sample area: The sample area was restricted to two branches of EASVARI MOTORS in
Chennai city.

Source of data: The source of data includes both primary and secondary in nature.

PRIMARY DATA GATHERED:

Primary data was gathered through the method of personal interviewing.

A questionnaire was developed to gather the required information from the respondent.

SOURCES OF SECONDARY DATA:

The sources of secondary data include internet, magazines and previous

reports.
METHODS OF DATA COLLECTION:

The data was collected with the use of questionnaire as a tool.

ANALYTICAL TOOL USED:

The analytical tools used were simple percentage analysis and weighted
average method.
LIMITATIONS

• Respondent’s unwillingness in answering the questions.

• Time factor was the major limitation in this project. The short duration of the project
restricted the scope of the project.
1.6 COMPANY PROFILE

EASVARI MOTORS is a Maruti authorized service station in Chennai city.

They are an ISO-9002 Certified company. Having branches in prominent location like Anna
Nagar, Kilpauk and Adyar. They are one of the best service dealers in the industry for the
past 14 years and dedicated service on keeping track of more than 10000 customers’ base.
Based on their performance Maruti Udyog Limited has awarded them the good performance
mass award for the last 7 years.

QUALITY POLICY:

Quality in service with care and comfort through commitment for

continuous improvement to provide maximum customer satisfaction. The main objective of
the company is to give customer best care and comfort with commitment.
 EASVARI MOTORS Private Limited is an 8th position in the all India
ranking CSI (Customer Satisfactory Index). Its long term strategy of keeping the customer
with in the Maruti Network for a longer period. Having positive influence of Maruti’s image
in Chennai and this also evident from CSI.

This work shop is well equipped with the latest equipment and trained man
power. The entire equipment in the station operates pneumatically and not manually in that
no hand tools are used to maintain a great degree of precision. Desire to give the best service
to their customers has given them rich dividends.

EASVARI MOTORS provides free pick up and drop service. EASVARI

MOTORS sends licensed driver to the vehicle location for pickup. EASVARI MOTORS
give wireless set to the driver for good service network. Another truly standout feature of
EASVARI MOTORS is that it is the authorized service centre to offer a 24-hours help
line. The norm is that the customer calls Maruti directly in the case of any complaints,
breakdowns or accidents.

Then a dealer in the vicinity is deputed to handle the problem in this case the
customer can call EASVARI directly. Coupled with the fact that EASVARI MOTORS has a
body repair workshop that sends the car out as good as new, it also offers the harried driver
value add-one in the event of an accident.

The driver does not have to stay a minute longer at the scene of the accident
and answer queries from the custodians of the law. EASVARI MOTORS team, placed at
strategic point, is fully equipped with wireless sets to receive the information right away, and
as soon as they arrive on the spot, the customer can sign an authorization note and go home
in peace.

EASVARI MOTORS will handle all the police formalities to perfection. In

addition, since EASVARI MOTORS has tied-up with insurance, the customer who has an
insurance claim with need not lose sleep over his/her insurance formalities as well.
 EASVARI MOTORS will immediately start processing his papers and ensure
he/she gets the due amount. All these value-adds to prove EASVARI MOTORS is a
committed to give its customers nothing less than the best in terms of service.

EASVARI MOTORS uses only genuine Maruti spares. Competent professionals

who are highly qualified in the trade give customers tips. They ensure the customer leaves
EASVARI MOTORS with a greater understanding of the working of his car. With all these
factors loaded in our favor one might wonder what our pricing system might be. All we ask
our customers to do is to verify the pricing at EASVARI MOTORS before they take the
plunge. As a matter of fact, we consider our highly competitive pricing our USP. We believe
in packaging car care so attractively at a reasonable price that visit to EASVARI MOTORS
turn out to be a phenomenal experience and the customer turn only to us for his future
needs.

DuPont, the global leader in car paints with whom EASVARI MOTORS is
tied up, has provided it with a paint mixing booth. Now the customer need not worry about
loosing the right shade of his car in patches, since all the mixing and painting work is done at
service station itself. EASVARI MOTORS also has an advanced infrared wheel aligner,
which is configured better for seamless precision. In addition, to the machines – 2 post lift,
wheel balancer, headlight tester, etc.,- are also the latest that are in the market.

1.7 PRODUCT PROFILE

Maruti first car rolled out for sale on 14th December 1983, (the company
went in to production in a record 13 months), marking the beginning of revolution in the
Indian automobile industry. They reached a total production of one million vehicles in
March 1994, becoming the first Indian company to cross this milestone. They crossed over
two million marks in 1997. Maruti has kept pace with the times, to continue providing its
customers product of high quality. The success of the joint venture led Suzuki to increase its
equity from 26% to 40% in 1987, further to 50% in 1992. As a result, Maruti changed from
being a government company to a non-government company.
 Maruti is one of the leading car manufacturers in automobile industry. It
manufacturers car for various segments of peoples. The following are the various types of
cars manufactured by maruthi

• Maruti 800
• Maruti 1000
• Maruti Alto
• Maruti Omni
• Maruti Versa
• Maruti Esteem
• Maruti Baleno
• Maruti Wagon r

Maruti 800 is the most successful model which has proven record in sales.
This model is concentrated for the middle class segment of the people. This is one of the
low cost vehicles which were reliable of high quality. Omni is a van model which is
totally different from other models. Maruthi Alto was launched in the market with some
improve features. This model over take 800 in sales last year because of the price cut.
Maruti assets are the three models below Rs 3 lakhs. The Maruti 800, Omni and
Alto sell over 25000 units per month.

Maruti Zen which has a hatch back holds a 13% market share in the B segment.
Followed by Alto maruthi launched WagonR and Baleno. WagonR and Baleno initially met
with lukewarm response from customers. Mainly because of uncompetitive pricing due to
high import content.

Maruti versa is a van model launched to replace Omni. This model failed to shake
the ground despite heavy price cuts.
 Maruti Esteem is the mid-size segment was just behind Hyundai accent in sales last
year. Together the esteem and baleno give maruthi give 16.6% share of the mid-size
segment. Maruti Esteems base model is now priced at Rs 5.65 lakhs.

These are the different models of Maruti in automobile industry Maruti has a strong
international presence with sales in over 70 countries worldwide spanning from Europe,
South and Central America, Africa, Oceania Asia.

CHAPTER II
Table 1: CLASSIFICATION BASED ON AGE OF RESPONDENTS

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
< 25 9 9.0
25 - 35 37 37.0
35 - 45 32 32.0
45 - 55 12 12.0
> 55 10 10.0
TOTAL 100 100

INFERENCE:
From the above table we can infer that 37% of the respondents
belong to the age of 25 – 35 age groups. 32% of the respondents belong to the 35 – 45
age groups.12% of the respondents belongs to the age of 45 – 55 age groups. 10% of
the respondents belong to 55 and above age groups and 9% of the respondents belong
to less than 25 age groups.
CHART 1.1: CHART SHOWING AGE GROUP OF RESPONDENTS

40
35
30
<25
25
25-35
20
35-45
15 45-55
10 >55
5
0
NUMBER OF RESPONDENTS
 Table 2: CLASSIFICATION BASED ON OCCUPATION OF
RESPONDENTS

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
BUSINESS 36 36.0
PROFESSIONAL 29 29.0
EMPLOYEE 28 28.0
STUDENT 7 7.0
TOTAL 100 100.0

INFERENCE:

From the table we can infer that 36 % of the respondents are business people. 29%
of the respondents are professionals .28 % of the respondents are employee. 7% of the
respondents are students.
CHART 2.1: CHART SHOWING OCCUPATION OF RESPONDENTS

7%

BUSINESS
36%
28%
PROFESSIONAL

EMPLOYEE

STUDENT

29%
 TABLE 3: TABLE SHOWING THE CARS OWNED BY THE
RESPONDENTS

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
800 35 35.0
OMNI 13 13.0
ZEN 27 27.0
ESTEEM 16 16.0
ALTO 4 4.0
WAGON R 2 2.0
GYPSY 2 2.0
VERSA 1 1.0
TOTAL 100 100.0

INFERENCE:

From the above table we can infer that 35 % of the respondents who visited
EASVARI MOTORS for service owned Maruti 800 version. 27 % of the respondents
owned Zen. 16 % of he respondents owned Esteem. 13 % of the respondents owned
Omni. 4 % of he respondents owned Alto. 2% of the respondents owned WagonR
and 2 % of he respondents owned Gypsy and 1 % of the respondents owned Versa.
 Chart 3.1: CHART SHOWING THE CARS OWNED BY THE
RESPONDENTS

35
30 800
OMNI
25
ZEN
20 ESTEEM
15 ALTO
WAGON R
10
GYPSY
5 VERSA
0

TABLE 4: FACTORS INFLUENCING CUSTOMER SERVICE

REQUIREMENTS
 FACTORS 1 2 3 4 5 6 SCORE WTD.AVERAGE RANK
QUICK SERVICE 22 45 18 15 - - 226/100 2.26 2
QUALITY 61 27 9 3 - - 154/100 1.54 1
SERVICE
COSTS 5 7 28 45 15 - 358/100 3.58 4

PROXIMITY 6 15 40 23 5 11 339/100 3.39 3

BRAND 4 4 2 8 10 72 532/100 5.32 6

IMAGE
CUSTOMER 2 2 3 6 70 17 491/100 4.91 5
RELATION

INFERENCE:

From the above table we can infer that, the weightage of 1.54 was given to quality
service making, it is the first preference. The second one is the quick service with the
weightage of 2.26. The third one is the proximity with the weightage of 3.39.
The fourth one is the proximity with the weightage of 3.58. The fifth one is the
proximity with the weightage of 4.91 and the sixth one is the proximity with the
weightage of 5.32.
.

.
 TABLE 5: NEW CUSTOMER

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
YES 28 28.0
NO 72 72.0
TOTAL 100 100.0

INFERENCE:

From the above table we can infer that 72 % of the

respondents were regular customers who have been visiting EASVARI MOTORS for
more than once and 28 % of the respondents were new customers.
Chart 5.1: CHART SHOWING NEW CUSTOMER

28%

YES
NO

72%
 TABLE NO 6: SOURCE OF INFORMATION

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
FRIENDS 39 39.0
RELATIVES 19 19.0
SELF 10 10.0
ADVERTISEMENTS 32 32.0
TOTAL 100 100.0

INFERENCE:

From the above table we can infer that 39% of the respondents
came to know about EASVARI MOTORS through friends, 32% of the respondents
became aware of EASVARI MOTORS through advertisements, 19% of the
respondents became aware of EASVARI MOTORS through relatives and 10 % of the
respondents became aware of EASVARI MOTORS through self.
 CHART 6.1: CHART SHOWING INFLUENCES

40
35
30
25 FRIENDS
20 RELATIVES
15 SELF
ADVERTISEMENTS
10
5
0
NUMBER OF RESPONDENTS

.
 TABLE 7:

7.1 PROMPTNESS OF SERVICE ADVISOR IN OPENING OF JOB CARD

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
EXCELLENT 54 54.0
GOOD 32 32.0
AVERAGE 14 14.0
MODERATE - -
POOR - -
TOTAL 100 100.0

INFERENCE:
From the above table we can infer that 54% of the respondents said
that the promptness of service advisor in opening job card was excellent, 32% of the
respondents said that the promptness of service advisor in opening job card was good
and 14% of the respondents said that the promptness of service advisor in opening job
card was Average. There is no response for moderate and poor particulars.
CHART 7.1: CHART SHOWING THE PROMPTNESS OF SERVICE
ADVISOR IN OPENING OF JOB CARD

60

50

40
EXCELLENT
30
GOOD
20 AVERAGE

10

0
NUMBER OF RESPONDENTS
 7.2 ADVISOR HELPFULNESS IN LISTENING TO SERVICE

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
EXCELLENT 21 21.0
GOOD 27 27.0
AVERAGE 40 40.0
MODERATE 12 12.0
POOR - -
TOTAL 100 100.0

INFERENCE:

From the above table we can infer that 27% of the respondents said
that the advisor helpfulness in listening to service was good, 21% of the respondents
said excellent, and 40% of the respondents said it as average and 12% of the
respondents said it as Moderate and there is no response for poor particulars.

CHART 7.2: CHART SHOWING ADVISOR HELPFULNESS IN

LISTENING TO SERVICE
 40
35
30
25 EXCELLENT
20 GOOD
15 AVERAGE
MODERATE
10
5
0
NUMBER OF RESPONDENTS

7.3 UNDERSTANDING OF SPECIFIC PROBLEMS BY SERVICE ADVIOR

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
EXCELLENT 28 28.0
GOOD 21 21.0
AVERAGE 32 32.0
MODERATE 19 19.0
POOR - -
TOTAL 100 100.0

INFERENCE:

From the above table we can infer that 28% of the respondents said
that the understanding of specific problems by service advisor is excellent, 21% of the
respondents said that the understanding of specific problems by service advisor is
good, 32% of the respondents said that the understanding of specific problems by
service advisor is average and 19% of the respondents said that, the understanding of
specific problems by service advisor is Moderate and there is no response for poor
particulars.

CHART 7.3: CHART SHOWING UNDERSTANDING OF SPECIFIC

PROBLEMS BY SERVICE ADVIOR

35
30
25
EXCELLENT
20
GOOD
15 AVERAGE
10 MODERATE

5
0
NUMBER OF RESPONDENTS
 7.4 EASE 0F GETTING APPOINTMENT FOR SERVICE/REPAIR

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
EXCELLENT 32 32.0
GOOD 33 33.0
AVERAGE 35 35.0
MODERATE - -
POOR - -
TOTAL 100 100.0

INFERENCE:

From the above table we can infer that getting appointment for service/repair is not
difficult. 32% of the respondents said that appointment for service/repair is
Excellent, 33% of the respondents said that appointment for service/repair is Good
and 35% of the respondents said that appointment for service/repair is Average and
there is no response for moderate and poor particulars.
 CHART 7.4: CHART SHOWING EASES 0F GETTING APPOINTMENT
FOR SERVICE/REPAIR

35
34.5
34
33.5
33 EXCELLENT
32.5 GOOD
32 AVERAGE
31.5
31
30.5
NUMBER OF RESPONDENTS

7.5 ABILITY TO FIX THE PROBLEM OF VEHICLE ON 1st VISIT

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
EXCELLENT 35 35.0
GOOD 27 27.0
AVERAGE 25 25.0
MODERATE 5 5.0
POOR 8 8.0
TOTAL 100 100.0
INFERENCE:

From the above table we can infer that 35% of the respondents said
that the ability to fix the problem of vehicle on 1st visit is excellent, 27% of the
respondents said it as good, 25% of the respondents said it as average, 5% of the
respondents said it as Moderate and 8% of the respondents said it as poor.

CHART 7.5: CHART SHOWING ABILITY TO FIX THE PROBLEM OF

VEHCILE ON 1st VISIT

35
30

25
EXCELLENT
20 GOOD
15 AVERAGE
MODERATE
10
POOR
5

0
NUMBER OF RESPONDENTS
 7.6 EXPLANATION OF WORK DONE

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
EXCELLENT 28 28.0
GOOD 41 41.0
AVERAGE 14 14.0
MODERATE 17 17.0
POOR - -
TOTAL 100 100.0

INFERENCE:

From the above table we can infer that 41% of the respondents said
that, explanation of work done was good, 28% of the respondents said it as excellent.
14% of the respondents said it as average and 17% of the respondents said it as
Moderate and there is no response for poor particulars.

CHART 7.6: CHART SHOWING EXPLANATION OF WORK DONE

 45
40
35
30
EXCELLENT
25
GOOD
20
AVERAGE
15
MODERATE
10
5
0
NUMBER OF RESPONDENTS

7.7 QUALITY OF WORK DONE

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
EXCELLENT 28 28.0
GOOD 54 54.0
AVERAGE 18 18.0
MODERATE - -
POOR - -
TOTAL 100 100.0

INFERENCE:

From the above table we can infer that 54% of the respondents said
that, quality of work done was good, 28% of the respondents said it as excellent and
18% of the respondents said it as average and there is no response for moderate and
poor particulars.
 CHART 7.7: CHART SHOWING QUALITY OF WORK DONE

60

50

40
EXCELLENT
30 GOOD
20 AVERAGE

10

0
NUMBER OF RESPONDENTS
 7.8 QUALITY OF CAR WASHING

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
EXCELLENT 39 39.0
GOOD 34 34.0
AVERAGE 27 27.0
MODERATE - -
POOR - -
TOTAL 100 100.0

INFERENCE:

From the above table we can infer that 39% of the respondents said
that, quality of car washing was excellent, 34% of the respondents said it as good and
27% of the respondents said it as average and there is no response for moderate and
poor particulars.
 CHART 7.8: CHART SHOWING QUALITY OF CAR WASHING

40
35
30
25
EXCELLENT
20 GOOD
15 AVERAGE
10
5
0
NUMBER OF RESPONDENTS
 TABLE 8: COURTESY IN SERVING THE CUSTOMERS.

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
HIGHLY 12 12.0
SATISFIED
SATISFIED 88 88.0

TOTAL 100 100

INFERENCE:
From the above table we can infer that 88% of the respondents are
satisfied towards the courtesy in serving them and remaining 12 % of the respondents
are highly satisfied about the courtesy in serving.
 CHART 8.1: CHART SHOWING THE COURTESY LEVEL

90
80
70
60
50 HIGHLY SATISFIED
40 SATISFIED
30
20
10
0
 TABLE 9: OPINION ABOUT THE COST OF THE SPARE PARTS

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
VERY HIGH 14 14.0
HIGH 26 26.0
MEDIUM 53 53.0
LOW 7 7.0
TOTAL 100 100.0

INFERENCE:

From the above table we can infer that 53 % of the customers feel
that the cost of the spare parts is medium. 26 % of the respondents fell that the cost is
high. 14% of the respondents fell that the cost is Very High. 7 % of the respondents
fell that the cost is Low.
CHART 9.1: CHART SHOWING OPINION ABOUT THE COST
OF SPARE PARTS

60

50

40
VERY HIGH
30 HIGH
MEDIUM
20
LOW
10

0
NUMBER OF RESPONDENTS
 TABLE 10: OPINION ABOUT THE LABOUR COST IN EASVARI
MOTORS

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
VERY HIGH 17 17.0
HIGH 35 35.0
MEDIUM 44 44.0
LOW 4 4.0
TOTAL 100 100.0

INFERENCE:
From the above table we can infer that 44 % of the respondents
felt that the labour cost is medium, 35 % of the respondents felt that the labour cost is
high, 17 % of the respondents felt that the labour cost is very high and 4 % of the
respondents felt that the labour cost is low.
CHART 10.1: CHART SHOWING OPINION ABOUT THE COST
OF LABOUR COST

45
40
35
30
VERY HIGH
25
HIGH
20
MEDIUM
15 LOW
10
5
0
NUMBER OF RESPONDENTS
 TABLE 11: INDICATION OF CUSTOMERS PERCEPTION OF
IMPORTANCE

FACILITIES 3 2 1 SCORE WEG.AVG. RANK

FREE PICK UP AND DROP 49 32 19 230 2.30 1
BREAK DOWN SERVICES 36 42 22 214 2.14 2
ACCIDENT RELATED SERVICES 15 26 59 156 1.56 3

INFERENCE:

From the above table we can infer that free pick up and drop has
been ranked the first on the basis of importance with 2.30 weightage. Second with 2.14
weightage is a breakdown service. Finally accidental related services have been ranked
third with 1.56 weightage.
 TABLE 12: RETURNED FOR RE-SERVICE

REVISIT TOTAL
NUMBER POOR IMPROPER FAILURE OF
OF WORKMANSHP DIAGANOSIS REPLACED
TIMES PARTS
RETURNED ONE 8 3 11
TWO 5 5
TOTAL 8 3 5 16

INFERENCE:
From the above table we can infer that 16% of the customers
have come back for re-service for not performing to their satisfaction. In that 8% of
the customers returned for poor workmanship, 3% for improper diagnosis and 5% for
failure of replaced parts.
 TABLE 13: TIMELY DELIVERY

PARTICULARS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONENTS
PROMPT 72 72.0
DELIVERY
DELAY IN 28 28.0
DELIVERY
TOTAL 100 100.0

INFERENCE:

From the above table we can infer that 72 % of the respondents

said that the time of delivery of their car is prompt and 28 % of the respondents said
that there is delay in delivery of their car.

CHART 13.1: CHART SHOWING THE TIME DELIVERY OF THE CAR

80
70
60
50 PROMPT
40 DELIVERY
30 DELAY IN
DELIVERY
20
10
0
NUMBER OF RESPONDENTS
]

TABLE 14: RECOMMENDATION

 PARTICULARS NUMBER OF PERCENTAGE OF
RESPONDENTS RESPONENTS
DEFINITELYYES 88 88.0
PROBABLY YES 12 12.0
TOTAL 100 100.0

INFERENCE:
From the above table we can infer that 88% of the respondents said
that they would definitely recommended EASVARI MOTORS to others and 12% of the
respondents said that they would probably recommend EASVARI MOTORS to others.
 CHART 14.1: RECOMMENDATION

90
80
70
60
50 DEFINITELY YES
40 PROBABLY YES
30
20
10
0
NUMBER PF RESPONDENTS
 CHAPTER III
3.1 FINDINGS
• It was found that the major number of respondents who owned Maruthi and who
came to EASVARI MOTORS for service belonged to the 35 – 45 years age group.
The maximum numbers of respondents were business people and professionals
belonging to the upper middle class and higher segments of people.

• The Maruthi versions which occupied the maximum number of all the Maurthi
vehicles that came for service was Maurthi 800 and ZEN. The main reasons being
these were earlier versions released much earlier than the other versions like VERSA,
BALENO etc, which are relatively new entrants with limited vehicles in running.

• Maximum number of respondents who visited EASVARI MOTORS was regular

customer who has been visiting EASVARI MOTORS for an average of 1 – 3 years.
The major source of information about EASVARI MOTORS was word of mouth
from friends and relatives.

• Majority of the customers have stated that quick service an important parameter in
choosing the service station due to their heavy schedule.

• The main reason for new customers switching over to EASVARI MOTORS for
service are due to Proximity of the service station and the quality of service done.
• Majority of the respondents have ranked the influential factor as friends and relatives.
• Majority of the respondents have recommended the need of Air-condition in the
waiting lounge which shows the style of living of the target customer.

• Majority of the respondents have stated the labour cost to be high but it is general
perception which should be conveyed in an effective manner across the customer.

• Majority of the respondents are satisfied with the present value addition in service
provided by the station but it has to look in to the future plans.
 3.2 SUGGESTIONS

Lead time

Respondents who come to the service station come with a time constraint
due to the fact that they businessmen and professionals and have rated the quick services as
the second rank among the various parameters so the organization should take care of the
lead time which should be minimum so it should increase the front end staff.

Influential factor

Since the influential factor to avail the service from the service station is
found out to be friends and relatives, the word of mouth factor has shown its importance.
So the organization should satisfy all the customers to the greatest extant possible and
extend the use of relationship marketing.

Appealing appearance

The service station is located in prime area of the city which is considered to
be a posh area in the city. So in order to cater to this group it has to future improve its
ambience and also alleviate the interiors and exteriors.

Work culture
The staff and workers should at any point of interaction with customer should keep
in mind they are performing on behalf of Maurthi, So if there is any misbehavior it will affect
the image of the company’s brand which will finally affect the customer relationship.

Present location

As stated earlier the location is a strategic area but the place in area is not so good
because there is no parking yard facility which is the main feature of any service station. Also
a new dealer has opened the showroom close to the due to which there would be a potential
increase in customer base. So in order to cater to the potential customers it has start looking
out for another place in the same location.

Automation – The future

In the near future due to the increase in disposable income of the population the
four wheeler penetration level would definitely increase and the present system would be
unable cater to the customers demand. So the organization should immediately start
exploring new and innovation features to stay in the market in the near future. Up gradation
of computer system in the changing needs of the customer.

Marketing strategy

Since the maximum number of respondents are in the age bracket of 35 – 45 years
of age and are married. The organization can come out with CRM programmer for example,
it can send wedding greeting to the respondent by maintaining a customer data base.
Secondly it can also send card to customers.

Cost factor

Since most the customers are not expected to know about the wear and rear of parts
of the vehicle, it is the duty of the staff at the service station to educate to the customer
about the condition of the vehicle and also specifically tell him about the cost involved
because most of them feel that the cost involved is very high.

3.3 CONCLUSION

In the Automobile industry the manufacturers do not have a direct

interaction with the customer it is through their dealers. So the dealer’s performance in terms
of service offered is almost importance to any automobile organization because they are the
brand building factor.

Since EASVARI MOTORS performance is GOOD based upon the research

further it has to improve its performance by augmenting its existing features.
 BIBLIOGRAPHY

1) Philip Kotler R, Marketing Management (10th Edition), New Delhi, Prentice hall of
India Private limited, 2001

2) .C.R.Kothari, Research Methodology methods and techniques (2nd Edition)

3) www.maruthiudyog.com

4) Auto India, May 2003

5) Over Drive, May 2003

6) Maruthi’s Annual Report

 APPENDICES

SRM ENGINEERING COLLEGE

PROJECT WORK

CUSTOMER PERCEPTION TOWARDS THE SERVICE PROVIDED BY EASVARI

MOTORS IN CHENNAI CITY

QUESTIONNARIE

1. NAME :

2. AGE :

 Below 25 years
 25-35 Years
 35-45 years
 45-55 years
 above 55 years

3. OCCUPATION :

 Business
 Professional
 Employee
 Student
 Others(Specify)

4. Which car do you own?

 800
 1000
 Omni
 Zen
 Esteem
 Alto
 Wagon R
 Baleno
 Gypsy
 Versa

5. Model of your car?

6. Registration Number: _______________________

7. Rank the following factors from 1 to 6 according to the influence on your service
requirements:

 Quick Service
 Quality service
 Cost
 Proximity
 Brand Image
 Customer Relation

8. Are you a new customer?

A. Yes B. No

If Yes,
a) Which was your previous service station?
b) Reason for shifting
If No,
a) How many years your car is being serviced in EASVARI

9. Who influenced you to service your car in EASVARI motors?

A. Friends B. Relatives C. Self D. Advertisement E. Others

10. Please put a tick mark () in the appropriate box as your response
S.no Description 5 4 3 2 1
1 Promptness of service advisor in opening of job card
2 Helpfulness in listening to your service needs by advisor
3 Understanding of specific problems of your vehicle by service
advisor
4 Ease of getting appointment for service repair
5 Ability to fix the problems of your vehicle on first visit
6 Explanation of work done
7 Quality of work done
8 Quality of car washing

11. What do you feel about the courtesy in servicing you?

A. Highly satisfied B. Satisfied C. Neither satisfied nor dissatisfied

D. Dissatisfied E. Highly dissatisfied

12. What is your opinion about the cost of the spare parts?

A. Very high B. High C. Medium D. Low E. Very low

13. What do you feel about the labor cost in EASAVARI Motors?

A. Very high B. High C. Medium D. Low E. Very low

14. Rank the following facilities provided by EASVARI Motors according to the level of
usefulness to you (from 1-3):

 Free pick up and drop

 Break down services
 Accident related services

15. The time of delivery of your car is

A. Before Committed time B. Prompt Delivery C. Delay in delivery

16. Number of times you have returned for services for not performing to your satisfaction

A. None B. One C. Two D. Three

17. What was your main reason for Re-Visit?

A. Poor Workmanship B. Improper Diagnosis C. Product Quality

D. Failure of replaced parts E. Others (specify) -----------------------------

18. Based on your overall experience with us, would you recommend EASVARI Motors
Workshop to your friend or relative?

A. Definitely Yes B. Probably Yes C. Definitely No D. Probably No

19. Any Other Comments / Suggestions______________________________________