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A PROJECT REPORT ON

CUSTOMER SATISFACTION AFTER SALES SERVICE AT VARUN MOTORS


Submitted by

B.MALLESH
HT.NO-2451-10-672-014
Project Submitted in partial fulfillment for the award of the Degree

MASTER OF BUSINESS ADMINISTRATION

OSMANIA UNIVERSITY, HYDERABAD-500007 2010-2012

CERTIFICATION
This is to certify that the project report title CUSTOMER SATISFACTION AFTER SALES SERVICE AT VARUN MOTORS submitted in partial fulfillment for the award of MBA program of Department of Business Management, O.U, Hyderabad was carried out by B.MALLESH under my guidance. This has not been submitted to any other University or Institution for the award of any degree/diploma/certificate.

Internal Guide

Head of the Department

External Examiner

DECLARATION

I B.MALLESH declare that this project report title CUSTOMER SATISFACTION AFTER SALES SERVICE AT VARUN MOTORS submitted by me to the Department of Business Management, M.V.S.R.E.C, Nadergul, Hyderabad is a bonafide work undertaken by me and it is not submitted to any other University or Institution for the award of any degree/diploma/certificate or published any time before.

Signature of the Student B.MALLESH

ACKNOWLEDGMENT
I owe a grate thanks to many great people who helped me and supported me during the project. I am grateful to the authority of VARUN MOTORS for providing me the information about the industry and Nadergul, Hyderabad. I express my heartful thanks to Dr.N.SRAVANTHI, p.hd Head of the Department, Business Management, M.V.S.R Engineering College for giving me the opportunity and encouragement to undertake the project. My deepest thanks to my project guide Mrs.K.SRIDIVYA,B.Tech,MBA, Asst.Professor, M.V.S.R Engineering College for giving me her valuable guidance, and allocating time for me in her busy schedule and continuous encouragement in completing the project. Last but not least I express a sense of gratitude to thanks to all the faculty members, librarian, friends and the employees at VARUN MOTORS who helped me in my project work and well wishers who had helped me to do this project successfully. who guided me throughout my project. My sincere thanks to Dr.S.UDAYA KUMAR, Principal of M.V.S.R Engineering College,

B.MALLESH

CONTENTS
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CHAPTER NO.

TITLE
LIST OF TABLES LIST OF GRAPHS LIST OF FIGURES ABBREVIATIONS

PAGE NO.

INTRODUCTION 1.1 Introduction to The project 1.2 Objectives of the project 1.3 Need for The Study 1.4 Sources of the data 1.5 Research Methodology 1.6 Data Analysis Techniques 1.7 Period of The Study 1.8 Limitations

INDUSTRY AND COMPANY PROFILE 2.1 Introduction to VARUN MOTORS 2.2 Vision and Mission of the Company 2.3 Performance of the Company 2.4 Awards and Recognition

THEORETICAL FRAME WORK 3.1 Definition of Mar 3.2 Types of Markets


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3.3 Marketing Mix 3.4 Introduction to Consumer Behavior 3.5 Customer Satisfaction 4 5 DATA ANALYSIS AND INTERPRETATION FINDINGS, RECOMMENDATIONS AND CONCLUSIONS ANNEXURE BIBLIOGRAPHY

LIST OF TABLES CHAPTER NO. 4.1 4.2 4. 3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 TITLE PAGE NO.

Selection of dealer for a purchasing vehicle Response to the customers at service centre Replacement of defective parts as per warranty rules Free Service charges at dealers service centre Paid Service charges at dealers service centre Solving the problems raised by the customers Comfortness of working hours in dealers service centre Delivery of customer car at the appointed date and time Comfortness with the location of dealers service centre Advising others to go to dealers service centre Satisfaction of customers with the dealers after sales service.

LIST OF FIGURES
CHAPTER 2.2 2.2 2.2 2.2 2.2 2.2 2.2 2.2 2.2 2.4 2.4 2.4 2.4 New Alto New Suzuki Grand Vitara XL-7 .
Wagoner Pride

TITLE

PAGE NO

Zen LXi Alto luxery Maruti 800 EX Gypsy (E) (970cc, 4WD 8 seater) Esteem 1.3L (1298 cc, 3 box cars) VX Esteem1.3L (1298cc, 3 box car) LX OMINI Versa Zen estilo Swift

LIST OF GRAPHS
CHAPTER 4.1 4.2 4. 3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 TITLE PAGE NO

Selection of dealer for a purchasing vehicle Response to the customers at service centre Replacement of defective parts as per warranty rules Free Service charges at dealers service centre Paid Service charges at dealers service centre Solving the problems raised by the customers Comfortness of working hours in dealers service centre Delivery of customer car at the appointed date and time Comfortness with the location of dealers service centre Advising others to go to dealers service centre Satisfaction of customers with the dealers after sales service.

ABBREVIATIONS:
MUL SMC SPIL Maruti Udyog Limited. Suziki Motor Company Suziki Powertrain India Limited

CHAPTER-1 INTRODUCTION

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1.1. INTRODUCTION TO THE PROJECT


The project is all about measuring the customer satisfaction of after sales service of varun motors. For the past few years every company is trying to satisfy its customers. The emphasis is on ways of retaining customers, then on attracting new customers. It is easy to attract new customers then to retain old customers. So, companies are trying to focus on this aspect of customers satisfaction. The sale of a product does not end with the sale transaction but it is the point at which the original marketing concept starts. The marketer has to sere that whether the customer satisfied with that particular product/service or not. The post purchase behavior is important for a marketer. If there is any cognitive dissonance in the minds of the customers then that is enough to loose a customer. Keeping this in mind the companies are giving more importance to customer satisfaction. This project work has been done to find out whether a customer is satisfied or dissatisfied, also to measure the level of the customer satisfaction and provide this feedback to the company. The first phase of the project involves the collection of information from the customers for interpreting the characteristics based on which the customer feels satisfied or dissatisfied. This information is collected by preparing a structured questionnaire. The questionnaire consists of both open-ended and closed-ended questions. The questionnaire is designed in such a way that a customer feels convenient to answer. The colleted information through the questionnaire is analyzed and presented in a statistical form. The findings are listed and suggestions to solve problems faced have been given in the suggestion part.

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1.2. OBJECTIVES OF THE STUDY


To study about the consideration set of alternatives during the satisfaction of the customer. To identify the external forces influencing the satisfaction. To identify the consumer are brand loyal. To determine the Customer Satisfaction After Sales Service.

1.3. NEED FOR THE STUDY


The Indian automobile industry is witnessing changes like never before. The Indian consumer is changing with new players entering the market and increasing availability of service, the consumer is demanding more. Now the question is where Maruti Motors stands in this scenario? Maruti Motors is the only company that maintenance good relationship with there customers and providing good service, well as presenting the market with a range of cars by cars by introducing different models, and to provide better after sales service to there customers. MARUTI Motors has increased its service stations all over the country, And to maintain relationship with there customers MARUTI Motors is providing 24 hours service to there customers after introducing may services, how fat the consumer is satisfying with it, and to know after sales service of MARUTI car owners opinion on the service and the performance of the dealer.

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1.4. SOURCES OF DATA


The data has been collected from both primary and secondary sources, to get information regarding the varun motors sales and services.

PRIMARY DATA:
Primary data has been collected through questionnaires. The questionnaire was mostly related to the customer satisfaction after sales of the motors on different feature such as the model, price, effectiveness of the brand etc. Provided by varun motors.

SECONDORY DATA:
Secondary data has been taken from bellow sources: 1. Reports 2. Pamphlets 3. Advertisement 4. Customer database 5. Newspapers 6. Internet

The information is collected through questionnaires and personal interviews. And the information of customers is known by companys service sheet and the free service sheet. A Direct structure questionnaire has been asked to all the respondents in the sample followed by direct personal interviews. 13

Descriptive Studies:
In descriptive studies, when the researcher is interested in knowing the characteristics of certain groups such as age. Sex, educational level occupation of income, a descriptive study is necessary. Descriptive studies are well structured. It is therefore, necessary that the researcher gives sufficient thought to framing research questions and deciding the types of data to he collected and the procedure to be used for this purpose-The objective of such a study is to answer the who, what and how of the subject under investigation.

1.5. RESEARCH METHODOLOGY


Research is the plan structure & strategy for investigation conceived to answer to research question & control variance. It is the overall operation pattern to framework of project that stipulated the information to be collected from which sources by word procedure. What are the two possible sources of data for securing in the above mentioned information in the primary & secondary data.

Research design: the study undertaken to access the after sales service of Maruti Suzuki
owners in Hyderabad and R.R.Dist.

Research procedure: the questionnaire designed for the study in the structured & disguised in
nature. It consists of multiple choice & short questions.

Sample design: the sampling unit was confined to end consumers of the product i.e. Maruti
Suzuki car owners to know there satisfaction level regarding performance of car performance of car and service.

Sample universe: the survey was done in Hyderabad and Ranga Reddy Dist only according to
my convenience. It is not giving the complete picture of Andhra Pradesh (or) India. 14

Sample frame/unit: professionals, business people, employees etc, who are using Maruti Suzuki Cars.

Sample size: The total sample size is 100 only. Sample method: the information is planned to be collected by sample method, the sample
method followed is Random Sampling method.

Analytical Method: simple percentage method is used for the analysis purpose. 1.6. DATA ANALYSIS TECHNIQUES Questionnaire:
A schedule containing various items on which information is sought from respondents. And it consists of dichotomous question, multiple choice question and open-ended questions, ranking questions.

Dichotomous question:
Are extreme from the multiple choice questions in which one or four responses are allowed framed as yes/no.

Multiple-choice questions:
Is which requires the respondents to choose one of the several answers listed in the questions itself or following the question?

Open-ended question:
Are which requiring the respondents to answer it in his own words and which does not bind the respondent to select an answer from among a set of alternatives.

Ranking question:
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Are those, which are based on ranks?

SCOPE OF THE STUDY:


The scope is very limited because attitude of the people change according to the time. The study is restricted to both Hyderabad and Ranga Reddy Dist and that to among 100 respondents. The study is conducted for 2 months. The study is restricted to certain area. Therefore, it could not give an accurate picture about Andhra Pradesh of India.

1.7. PERIOD OF THE STUDY


One month and 25 days.

1.8. LIMITATIONS
Due to certain constraints, the survey is limited to the twin cities to Hyderabad and Secunderabad. The survey cannot be generalized to rural areas as it is limited to twin cities only. Some respondents did not provide the requisite information pertaining to the question. The sample size is restricted to 100 respondents only

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CHAPTER-2 INDUSTRY AND COMPANY PROFILE

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INDUSTRY PROFILE
Automobile Industry:
Industry produces automobiles and other gasoline-powered vehicles, such as buses, trucks, and motorcycles. The automobile industry is one of the most important industries in the world, affecting not only the economy but also the cultures of the world. It provides jobs for millions of people, generates billions of dollars in worldwide revenues, and provides the basis for a multitude of related service and support industries. Automobiles revolutionized transportation in the 20th century, changing forever the way people live, travel, and do business. The automobile has enabled people to travel and transport goods farther and faster, and has opened wider market areas for business and commerce. The auto industry has also reduced the overall cost of transportation by using methods such as mass production (making several products at once, rather than one at a time), mass marketing (selling products nationally rather than locally), and globalization of production (assembling products with parts made worldwide). From 1886 to 1898, about 300 automobiles were built, but there was no real established industry. A century later, with automakers and auto buyers expanding globally, auto making became the world's largest manufacturing activity, with nearly 58 million new vehicles built each year worldwide. Because of easier and faster transportation, the United States and world economies have become dependent on the mobility that automobiles, trucks, and buses provide. This mobility allowed remote populations to interact with one another, which increased commerce. The transportation of goods to consumers and consumers to goods has become an industry in itself. The automobile has also brought related problems, such as air pollution, the emission of greenhouse gases that contribute to global warming, congested traffic, and highway fatalities. Nevertheless, the automobile industry continues to be an important source of employment and transportation for millions of people worldwide.

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Automobile India:
The history of the automobile industry in India actually began about 4,000 years ago when the first wheel was used for transportation. In the early 15th century, the Portuguese arrived in China and the interaction of the two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power. By the 1600s, small steam-powered engine models were developed, but it was another century before a full-sized engine-powered automobile was created. The dream a carriage that moved on its own was realized only in the 18th century when the first car rolled on the streets. Steam, petroleum gas, electricity and petrol started to be used in these cars. The automobile, as it progressed, was a product of many hands, of revolutionary concepts, and of simple, almost unnoticed upgrading. India's transport network is developing at a fast pace and the automobile industry is growing too. The automobile industry also provides employment to a large section of the population. Thus the role of automobile industry cannot be overlooked in Indian Economy. All kinds of vehicles are produced by the automobile industry. It includes the manufacture of trucks, buses, passenger cars, defense vehicles, two-wheelers, etc. The industry can be broadly divided into the car manufacturing, two-wheeler manufacturing and heavy vehiclemanufacturing units. The major car manufacturers in India are Tata Motors, Hindustan Motors, Maruti Udyog, Fiat India Private Ltd., Ford India Ltd., General Motors India Pvt. Ltd., Honda Siel Cars India Ltd., Hyundai Motors India Ltd., Skoda India Private Ltd., Toyota Kirloskar Motor Ltd., to name just a few.

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COMPANY PROFILE 2.1. INTRODUCTION TO VARUN MOTORS PVT.LTD:


VARUN is one of the authorized dealers of marutisuzuki cars. It is one of the biggest show rooms in twin cities, which is located in Begumpet. Mr. PRABU KISHOR .M started this showroom in the year of 1993 August 1st. it was started with few employees and very soon it has provided an opportunity to nearly 200 members. It is now with nearly 200 employees. At present varun as few authorized outlets in twin cities one is in Begumpet and others are in Kukatpally, Banjara hills, Balanagar, Malakpet and this branchs as got an authorized service centre. VARUN is providing all kinds of financial support to the customers by which they are not required to go to banks to get the loans. The banks executives are available in the showroom to explain the various schemes to the customers. It makes easy for the customers in decision-making process. VARUN has tie-ups with banks such as ICICI, CITI, SBH bank not only banks but it also tie-ups with financial institutions such as sundaram finance and mahindra finance. The service centre are providing good quality after-sales-service for their customers, not only that VARUN MOTORS can also providing spare parts for marutisuzuki cars for their customers, which have helped them in sales for maruti. They have qualified service engineers who provide good service to the customers. This has been a major asset to the company. The companys staff has been very sincere in their work and they respect the customers and they satisfy the customers by their work. Because of this good service, VARUN is able to capture the market easily. The loyalty of the customers of VARUN is very high. The sales of VARUN are 7000 cars per annum. As the sales of the cars increase there is the possibility of increase in customers for the service centers

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also. Therefore they are focusing very well on various promotional strategies to increase the sales and also the services.

THE PRODUCT RANGE VARUN MOTORS DEALS IN IS AS FOLLOWS: MARUTI SUZUKI:


MARUTI 800 ZEN ALTO WAGON R VERSA ESTEEM ZEN ESTILO SWIFT

Varun motor created a market for this maruti vehicle by their service by the survey we come to now that biggest car dealer for maruti.

INTRODUCTION TO MARUTI SUZUKI:

Background:
Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, as a Government company with Suzuki Motor Corporation of Japan holding 26 per cent stake. It was entrusted the task of achieving the following:

Modernization of the Indian Automobile Industry. Production of vehicles in large volumes Production of fuel efficient vehicles. 21

Suzuki was an obvious choice because of its unparalled expertise in small cars. The Joint Venture agreement was signed between Government of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982. The company went into production in a record time of 13 months and the first car was rolled out from Maruti Udyog Limited Gurgaon in December, 1983.

Car Market Scenario:


When Maruti began operations in 1983, there were only two other car companies in India and the total size of the Indian passenger car market was a measly 40,000 units per year. From the start, Maruti caught the imagination of Indian car customers and launched four new models, including a hatchback, a mini multipurpose van, an entry sedan and a SUV, over the next decade. Each of these models was an instant draw with the Indian consumers. Suzuki Motor Corporation increased its stake on two occasions (26>> 40 >> 50 >> controlling stake and brought it to 50 per cent in the mid 1990s (and to 54% with privatization in 2002).

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2.2. VISION-MISSON OF THE COMPANY

State-of-the-art Manufacturing Facilities:


The Gurgaon plant comprises of three fully integrated, state-ofthe-art production facilities spread over a sprawling 297 acres. While the three plants have a total installed capacity of 350,000 cars per year, several productivity improvements over the years have made it possible to manufacture nearly 6, 30,000 cars per year at these facilities alone. Working towards the goal of making India a global hub for small cars, SMC and MUL have drawn up an investment plan of Rs 9000 crore in India up to 2012.

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MULs fourth car assembly plant & Diesel Plant at Manesar:


A brand new assembly plant at Manesar was inaugurated in February 2008. Starting with an initial capacity of 100,000 cars per year, this plant will be scaled up to produce 300,000 cars a year by 2011. Adjoining this new facility at Manesar is Suzuki Powertrain India Limited (SPIL), Suzukis Diesel Engine manufacturing facility. This plant was also inaugurated in February 2010. These facilities will meet SMC and MULs global ambitions and are among SMCs best plants worldwide.

Suzuki Powertrain India Limiteds diesel engine and transmission plant:


The diesel engine plant is Suzukis first such facility anywhere in the world. This state-ofthe-art plant will produce world class diesel engine and transmissions for cars. Suzuki Power train India Limited (SPIL) is a joint venture company in which SMC holds 70 per cent equity with the rest held by MUL. This facility has an initial capacity to manufacture 100,000 diesel engines a year. This will be scaled up to 300,000 engines per year by 2011. The diesel engines manufactured at this plant will also be exported to SMCs worldwide operations.

With three fully integrated state-of the-art plants at Gurgaon and the newly commissioned fourth assembly line at Manesar, Marutis production capacity at its peak Maruti is capable of producing close to a million cars per annum by 2012.

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Production Milestones:
1st vehicle produced, December 1983. 1,00,000 vehicles produced by August 1986. 5,00,000 vehicles produced by june 1990. 10,00,000 vehicles produced by march 1994. 15,00,000 vehicles produced by april 1996. 20,00,000 vehicles produced by october 1997. 25,00,000 vehicles produced by march 1999. 30,00,000 vehicles produced by june 2000. 35,00,000 vehicles produced by December 2001. 40,00,000 vehicles produced by april 2003. 45,00,000 vehicles produced by april 2008. 50,00,000 vehicles produced by april 2010. 54,00,000 vehicles produced by april 2011.

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Marketshare:
Till date, over 6 million (60, 00,000) Maruti cars have rolled out from its manufacturing facilities. At the end of 2009-10 , Maruti had a market share of about 54 per cent of the Indian passenger car market. The company sold 5, 61,822 vehicles in 2009-10 including exports of 34784 units. Marutis cumulative exports are over 4 lakh units.

2.3. PERFORMANCE OF THE COMPANY: MILESTONES:


2010 The fiftieth lakh car rolls out in April, 2010 Growth in overall sales by 23.8%. 2009 New (non A/C) variant of Alto. Alto becomes India's new bestselling car. LPG variant of 'Omni Cargo'. Versa 5-seater, a new variant . Baleno LXi, a new variant Maruti closed the financial year 2008-09 with an annual sale of 472122 units, the highest ever since the company began operations 20 years ago. 2003 New Suzuki Grand Vitara XL-7 . 26

Redesigned and allnew Zen. New upgraded WagonR . Enters into partnership with State Bank of India Production of 4 millionth vehicles. Listed on BSE and NSE after a public issue oversubscribe10 times. 2002 WagonR Pride Esteem Diesel. other variants upgraded. Maruti Insurance. Two new subsidiaries started: Maruti Insurance Distributor Services and Maruti. .Insurance Brokers Limited. Alto Spin LXi, with electronic power steering. Special edition of Maruti 800, Indias first colourcoordinated car. 27 All

Maruti True value in Mumbai Maruti Finance in Mumbai with 10 finance companies Suzuki Motor Corporation (SMC) increases its stake in Maruti to 54.2 percent. 2001 Zen LXi Maruti True Value launched in Bangalore and Delhi Maruti Versa, Indias first luxury MPV Alto Spin LXi, with electronic power steering Alto Vxi Customer information centers launched in Hyderabad, Bangalore and Chennai Launch of versa.

2000 First car company in India to launch a Call Center 28

New Alto Altura, a luxury estate car IDTR (Institute of Driving Training and Research) launched jointly with the Delhi government to promote safe driving habits

1999

Maruti 800 EX ( 796cc, hatchback car) Zen LX (993cc, hatchback car) Zen Vxi (993cc, hatchback car with power steering)

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1998 Maruti launches website as part of CRM initiatives Zen D (1527 cc diesel, hatchback car) Zen VX & Zen VX Automatic New (Omni & Omni E) (796cc, MUV) Launch of website as part of CRM initiatives

1996 Gypsy (E) (970cc, 4WD 8 seater) Omni (E) (796cc, MUV, 8 seater) Gypsy King (1298cc, 4WD, off road vehicle) Zen Automatic (993cc, hatchback car) Launch of 24-hour emergency on-road vehicle service

1995 Esteem 1.3L (1298 cc, 3 box car)VX With the launch of 30 second plant, installed capacity reached

1994 Esteem1.3L (1298cc, 3 box car)LX Produced the 1 millionth vehicle since the commencement of production 1993 Zen(993cc, hatchback Car), which was later exported in Europe and elsewhere as the Alto 1992 SMC increases its stake in Maruti to 50 percent 1991 Reaches cumulative indigenisation of 65 percent for all vehicles produced

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2.4.AWARDS

The Quality Advantage:


Maruti Suzuki owners experience fewer problems with their vehicles than any other car manufacturer in India (J.D. Power IQS Study 2005). The Alto was chosen No.1 in the premium compact car segment and the Esteem in the entry level mid - size car segment across 9 parameters. The J.D. Power APEAL Study 2005 proclaimed the Wagon R no. 1 in the premium compact car segment and the Esteem No.1 in the entry level mid - size car segment. This study measures owner in terms of design, content, layout and performance of vehicles across 8 parameters.

A Buying Experience like No Other


Maruti Suzuki has a sales network of 307state-of -the-art showrooms across 189 cities, with a workforce of over 6000 trained sales personnel to guide our customers in finding the right car. Our high sales and customer care standards led us to achieve the No.1 nameplate in the J.D. Power SSI Study 2005.

Quality Service across 1036 Cities


In the J.D. Power CSI Study 2005, Maruti Suzuki scored the highest across all 7 parameters: least problems experienced with vehicle serviced, highest service quality, best in-service experience, best service delivery, best service advisor experience, most userfriendly service and best service initiation experience.

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92% of Maruti Suzuki owners feel that work gets done right the first time during service. The J.D. Power CSI study 2005 also reveals that 97% of Maruti Suzuki owners would probably recommend the same make of vehicle, while 90% owners would probably repurchase the same make of vehicle.

One Stop Shop


At Maruti Suzuki, you will find all your car related needs met under one roof. Whether it is easy finance, insurance, fleet management services, exchange- Maruti Suzuki is set to provide a single-window solution for all your car related needs.

Low Cost Maintenance Advantage:


The acquisition cost is unfortunately not the only cost you face when buying a car. Although a car may be affordable to buy, it may not necessarily be affordable to maintain, as some of its regularly used spare parts may be priced quite steeply. Not so in the case of a Maruti Suzuki. It is in the economy segment that the affordability of spares is most competitive, and it is here where Maruti Suzuki shines

Lowest Cost of Ownership:


The highest satisfaction ratings with regard to cost of ownership among all models are all Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and Omni. We are proud to have the lowest cost of operation/km (among petrol vehicles) - the top 5 models are all Maruti Suzuki models: Maruti 800, Alto, Zen, Omni and Wagon R

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MARUTI800 - Change your life

The Maruti 800, has gone beyond being just a car; it has actually changed the lives and lifestyles of countless people, by bringing the joy of motoring to millions across the length and breadth of the country. Standing testimony to this claim is the fact that more than 2 million Maruti 800s have been sold till date. Today, India's best selling car continues to be the final word on value and economy at the entry-level segment OMNI-Fits All The Omni is truly India's original Multipurpose Vehicle. Today it is a valuable in 6 avatars - 5 Seater, 8 Seater, Cargo, Ambulance, CNG and LPG. It meets diverse needs across different user segments and can double up both as a people carrier and a goods carrier. This faithful workhorse is easy on the pocket, yet tough on the job.

ALTO-Lets go The Alto is a great combination of economy, practicality and styling. A runaway success on the roads of Europe, it exemplifies the benchmark in build, quality and reliability in a compact car. This is testified by the 24-hour endurance record set on August 03, 2003 of covering 3082 kms in 24 hours at an average speed of-128-kmph.

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WAGON R - Change to a positive outlook Drive with complete peace of mind. The world-class safety features of the Wagonr keep you safe and secure, always. Wearing new Vibrant colors, the new Wagonr is full of freshness and energy to keep you charged up and always to go.

VERSA - The joy of traveling together Experience the joy of traveling together in a Versa. Equipped with twin ACs, large sliding doors and flexible seating, the Versa encourages families and friends to enjoy long drives and getaways together. In spite of being so spacious, its design allows for easy maneuverability in the city.

ESTEEM

Fall

in

Love

Again

Undoubtedly one of India's favorite entry-level "C" class vehicles, the Esteem is the perfect combination of power, comfort and economy. It's also the preferred choice of rally drivers across the country for its performance and reliability. The Esteem offers the option of an 85 bhp petrol engine for those who desire power and a 57 bhp diesel for those who value economy. Not surprisingly, it tops its class in quality survey

ZEN ESTILO - The shape of things to come A Spanish expression for style, the new Zen Estilo stands true to its name. Its aerodynamic body, unique bean shape, sparkling colors and snazzy lights will rev up your style quotient. An amazing blend of style and substance, its agile nature will leave 35

you enthralled. Get behind its steering wheel and turn the road into a ramp. Be sure, this is one of the most stunning cars on the Indian roads.

SWIFT - You're the Fuel The time has come for a new kind of compact car, one that's based on a fresh approach to design and development, delivers the kind of driver and passenger experience that places it in a class of its own and has true worldwide appeal. The time has come for the Maruti Suzuki Swift. The Swift is more eye-catching, more spacious, more refined, more userfriendly, and a whole lot more enjoyable to drive than anything else in the compact-car category.

GYPSY - There's a Gypsy in Everyone Built to take any challenges of unknown, unchartered terrain. Surrender to the call of the wild where a whole new world is waiting out there to be discovered.

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CHAPTER-3 THEORETICAL FRAME WORK

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3.1. DEFINITION OF MARKET?


Market can be defined by the following three concepts.

Place concept:
A market may be considered as a convenient meeting place where buyer and seller gather together for exchange of goods.

Area concept:
It is the economic concept any area providing set of price making forces may become a market.

Demand concept:
Market means a group of people having unlimited wants, purchasing power to make effective and the will to spend their income to fulfill those wants. Under keen competition a market wants to create or capture and retain the market through an appropriate marketing mix offered to a target market. The market offering must meet fully customer demand. i.e. and unmet needs and desired under the market-oriented approach demand concept of marketing assume unique. According Philip Kotler

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Marketing is a social and managerial process by which individual and groups obtain what they need and want through creating, offering and exchanging products of value with others.

3.2. TYPES OF MARKETS:


1. On the basis of selling area, we have local, national and international markets. 2. On the basis of article of trade, we have product markets.

The marketing process:


Planning at the corporate, division and business levels is an integral part of the marketing process.

Two views of the value-delivery process:


1. Traditional physical process sequence MAKE THE PRODUCT

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DESIGN PRODUCT

PROCESS

MAKE

SELL THE PRODUCT ADVERTISING PROMOTE

PRICE

SELL

DISTRIBUTE

2. Value creation and delivery sequences:


COMMUNICATE THE CHOOSE THE VALUE MARKET SELECTION PROCESS CUSTOMER SEGMENTATION PROVIDE THE VALUE VALUE

PRODUCT DEVELOPMENT

DISTINGUISH SERVICING

SERVICE DEVELOPMENT

SOURCING MARKETING

VALUE POSITIONING

SALES PROMOTION

SALES PROCESSQ

STRUCTURE MARKETING TACTICAL MARKETING

3.3. MARKETING MIX:


Is the set of marketing tools that the firm uses to pursue its marketing objective in the target market? 40

ADVERTISING

SALES FORCE

PRICING

Marketing mix is one of the key concepts in modern marketing theory.

Product:
The firms tangible offer to the market, includes the product quality, design, feature, branding and packaging.

Price:
The amount of money that customer pay for the product.

Place:
Another key marketing mix tools include the various activities the company under takes to make the produce accessible and available to target customers and must identify, recruit and link various activities the customers tatters to supply its products and services efficiently.

Promotion:
Includes all the activities the companies undertake to communicate and promote its products to the target market. PRODUCT

TARGET MARKET

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PLACE

PRICE

PROMOTION

3.4. INTRODUCTION TO CONSUMER BEHAVIOUR

What is a consumer behavior?


Activities, peoples are involved in when selecting, purchasing and using products so has to satisfy needs and desires.

Consumer behavior involves the psychological processes that consumers go through in recognizing needs finding ways to solve this needs making purchase decisions (e.g. whether or not to purchase a product and, if so, which brand and where),interpret information, make plans and implement these plans(e.g. by engaging in comparison shopping or actually purchasing a product).

Characteristics affecting consumer behavior :


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Consumer purchases are influenced strongly by cultural, social, personal, and psychological characteristics.

Cultural
Culture Subculture Social class

Social
Reference groups Family Rules and status

Personal
Age and lifestyle stage Occupation Economic situation Life style Personality and self concept

Psychological
Motivation Perception Learning Beliefs and attitude Buyer

1) Cultural factors:
Cultural factors exert the broadest and deepest influence on consumer behavior. The Marketer needs to understand the role played by the buyers culture, subculture and social class.

a) Culture a. The set of basic values, perceptions, wants, and behaviors learned by a member of a society from family and other important in situations.

b) Sub culture a. A group of people with shared value systems based on common life experiences and situations.

c) Social classes Social classes are societys relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors. 43

2) Social factors:
A consumers behavior also is influenced by social factors, such as the consumers small groups, family, and social roles and status. Reference groups Many small groups influence a persons behavior. Groups that have a direct influence and to which a person belongs are called membership groups. In contrast, reference groups serve as direct or indirect points of comparison or reference in forming a persons attitudes or behavior. Reference groups to which they do not belong often influence people.

a) Family
Family members can strongly influence buyer behavior. The family is the most important consumer buying organization in society, and it has been researched extensively. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and service

b) Roles and status


A person belongs to many groups---family, clubs, and organizations. The persons position in each group can be defined in terms of both roles and status. For Example, let us consider Anna Flores, a lady working as a brand manager in a company. She plays the role of daughter with her parents; in her family, she plays the role of wife; in her company, she plays the role of brand manager. A role consists of the activities people are expected to perform according to the persons around them. Each of Annas roles will influence some of her buying behavior. Each role carries a status reflecting the general esteem given to it by society. People often choose products that show their status in society. For Example, the role of brand manager has more status in our society than the role of daughter. As a brand manager, Anna will buy the kind of clothing that reflects her role and status.

3) Personal factors:
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A buyers decisions also are influenced by personal characteristics such as the buyers age and life-cycle stage, occupation, economic situation, lifestyle, personality and self concept.

Age and life-cycle stage


People change the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle-the stages through which families might pass as they mature over a period of time. The family life cycle stages are

Family life cycle stages: 1) Young


Single Married without children Married with children Divorced with children

2) Middle-age
Single Married without children Married with children Married without dependent children Divorced with children Divorced without children Divorced without dependent children

3) Older
Older married Older unmarried Marketers often define their target markets in terms of life-cycle stage and develop appropriate products and marketing plans for each stage. 45

Occupation
A persons occupation affects the goods and services bought. Blue-collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits. Marketers try to identify the occupational groups that have an above-average interest in their products and services

Economic situation
A persons economic situation will affect product choice. Marketers of income-sensitive goods watch trends in personal income, savings, and interest rates. If economic indicators point to a recession, marketers can take steps to redesign, reposition, and reprise their products and closely.

Lifestyle
People coming from the same subculture, social class, and occupation may have quite different lifestyles. Lifestyle is a persons pattern of living as expressed in his or her psychographics. It involves measuring consumers major AIO dimensions-activities (work, hobbies, shopping, sports, social events), interests (food, fashion, family, recreation), and opinions (about themselves, social issues, business, products). Lifestyle captures something more than the persons social class or personality. It profiles a persons whole pattern of acting and interacting in the world.

Personality and self-concept


Each persons distinct personality influences his or her buying behavior. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to ones own environment. Many marketers use a concept related to personality-a persons self-concept. The basic selfconcept premise is that peoples possessions contribute to and reflect their identities; that is, we are what we have.

4) Psychological factors:
A persons buying choices are further influenced by four major psychological factors: motivation, perception, learning, and attitudes.

a. Motivation
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A motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction. Psychologists have developed theories of human motivation. Two of the most popular theories- the theories of Sigmund Freud and Abraham maslow-have quite different meanings for consumer analysis and marketing.

b. Perception
Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world. People can form different perceptions of the same stimulus because of three perceptual processes: selective attention, selective distortion, and selective retention.

c. Learning
When people act, they learn. Learning describes changes in an individuals behavior arising from experience. Learning theorists say that most human behavior is learned. Learning occurs through the interplay of drives, stimuli, cues, responses, and reinforcement.

d. Beliefs and attitudes:

Through doing and learning, people acquire beliefs and attitudes. These, in turn, influence their buying behavior. A belief is a descriptive thought that a person has about something. Marketers are interested in the beliefs that people Formulate about specific products and services, because these beliefs makes up product and brand images that affect buying behavior. People have attitudes regarding religion, politics, clothes, music, food, and almost everything else. Attitude describes a persons relatively consistent evaluation, feelings, and tendencies towards an object or idea. Attitudes put people into a frame of mind of liking or disliking things, of moving toward or away from them. Attitudes are difficult to change. A persons attitudes fit into a pattern, and to change one attitude may require difficult adjustments in many others. Thus, a company should usually try to fit its products into existing attitudes rather than attempt to change attitudes. Of course, there are exceptions in which the great cost of trying to change attitudes may pay off handsomely. 47

Buyer decision process:


INFORMATION SEARCH EVALUATION OF ALTERNATIVES

NEED RECOGNITION

POST PURCHASE BEHAVIOR

PURCHASE DECISION

Need recognition
The first stage of the buyer decision process is in which the consumer recognizes a problem or need.

Information search
The stage of the buyer decision process is in which the consumer is aroused to search for more information; the consumer may simply have heightened or may go in to active information search.

Alternative evaluation
The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.

Purchase decision
The stage of the buyer decision process in which the consumer actually buys the product 48

Post purchase behavior


The stage of the buyer decision process is in which consumers take further action after purchase based on their satisfaction or dissatisfaction. The markers job does not end when the product is bought. After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in post purchase behavior of interest to the marketer.

3.5. CUSTOMER SATISFACTION: Definition of consumer:


Observable activities chosen to maximize satisfaction through the attainment of economic goods and services such as chaise of retail outlet, preference for particular brands and so on. A customer is someone who makes use of or receives the products or services of an individual or organization. The word historically derives from "custom," meaning "habit"; a customer was someone who frequented a particular shop, who made it a habit to purchase goods there, and with whom the shopkeeper had to maintain a relationship to keep his or her "custom," meaning expected purchases in the future.

Needs and expectations:


Customer needs may be defined as the goods or services a customer requires to achieve specific goals. Different needs are of varying importance to the customer. Customer expectations are influenced by cultural values, advertising, marketing, and other communications, both with the supplier and with other sources. Both customer needs and expectations may be determined through interviews, surveys, conversations, data mining or other methods of collecting information. Customers at times do not have a clear understanding of their needs. Assisting in determining needs can be a valuable service to the customer. In the process, expectations may be set or adjusted to correspond to known product capabilities or service

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Customer Satisfaction in 7 Steps:


It's a well known fact that no business can exist without customers. In the business of Website design, it's important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. Because it's critical that you form a close working relationship with your client, customer service is of vital importance. What follows are a selection of tips that will make your clients feel valued, wanted and loved.

1. Encourage Face-to-Face Dealings


This is the most daunting and downright scary part of interacting with a customer. If you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It's important to meet your customers face to face at least once or even twice during the course of a project. My experience has shown that a client finds it easier to relate to and work with someone they've actually met in person, rather than a voice on the phone or someone typing into an email or messenger program. When you do meet them, be calm, confident and above all, take time to ask them what they need. I believe that if a potential client spends over half the meeting doing the talking, you're well on your way to a sale.

2. Respond to Messages Promptly & Keep Your Clients Informed


This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers' queries within the space of a few hours, but at least email or call them back and let them know you've received their message and you'll contact them about it as soon as possible. Even if you're not able to solve a problem right away, let the customer know you're working on it. A good example of this is my Web host. They've had some trouble with server hardware which has caused a fair bit of downtime lately. At every step along the way I was emailed and told exactly what was going on, why things were going wrong, and how long it would be before they were working again. They also apologized repeatedly, which was nice. Now if they server had just gone down with no explanation I think I'd have been pretty annoyed and may have moved my 50

business elsewhere. But because they took time to keep me informed, it didn't seem so bad, and I at least knew they were doing something about the problems. That to me is a prime example of customer service.

3. Be Friendly and Approachable


A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It's very important to be friendly, courteous and to make your clients feel like you're their friend and you're there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you keep a clear head, respond to your clients' wishes as best you can, and at all times remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy


This may not be too important when you're just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesn't work, then what? Should they contact different people for billing and technical enquiries? If they're not satisfied with any aspect of your customer service, who should they tell? There's nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site -- and anywhere else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')


Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and aren't always cost effective, but remember to do them.Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued. 51

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship. Take this as an example: you're working on the front-end for your client's exciting new ecommerce endeavor. You have all the images, originals and files backed up on your desktop computer and the site is going really well. During a meeting with your client he/she happens to mention a hard-copy brochure their internal marketing people are developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution versions of all the images you've used on the site. A note accompanies it which reads:

"Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you with large-scale copies of the graphics I've used on the site. Hopefully you'll be able to make use of some in your brochure."
Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will send several referrals your way.

7. Honor Your Promises


It's possible this is the most important point in this article. The simple message: when you promise something, deliver. The most common example here is project delivery dates. Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll be ready ASAP wouldn't go amiss. .

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CHAPTER-4 DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS
1) From which dealer did you purchase your maruti Suzuki vehicle? Table 1: 53

Selection of dealer for a purchasing vehicle.


S.NO 1 2 Total Option Varun Others No.of Responds 75 25 100 Percentage (%) 75% 25% 100%

Source: Data collected through Primary Data using Questionnaire.


Graph 4.1:

PURCHASE OF VEHICLE

80 70 60 50 40 30 20 10 0 1 DEALER 2
Series1

Interpretation: Among the sample size of 100 customers, 75 members purchased their vehicles from Varun motors and the remaining 25 members from other dealers. 2) How is customer reception at dealers service centre? Table 2 : Response to the customers at service centre 54

S.NO 1 2 3 4 TOTAL

Option Excellent Good Satisfactory Bad

No.of Responds 15 60 18 7 100

Percentage(% ) 15% 60% 18% 7% 100%

Source: Data collected through Primary Data using Questionnaire.


Graph 4.2:

7% 18%

15%
1 2 3 4

60%

Interpretation: Among the sample size of 100 customers, 15 members replied that the customer reception at dealers service centre is EXCELLENT. 60 Members replied it is GOOD. 18 Members replied it is SATISFACTORY. 7 Members replied it is BAD. 3) Are they entertaining the replacement of defective parts under warranty strictly as per warranty rules? Table 3: Replacement of defective parts as per warranty rules. 55

S.NO 1 2 3 TOTAL

Option

No.of Responds 62 3 35 100

Percentage(% ) 62% 3% 35% 100%

Yes No Not faced yet

Source: Data collected through Primary Data using Questionnaire.


Graph 4.3:

WARRENTY RULES

70 62 60 50 40 30 20 10 0 1 2 3 35
Series1

Interpretation: Among the sample size of 100 customers, 62 members said that the warranty rules are followed strictly, 3 members said they are not following the warranty rules and the remaining 35 members did not face the defective parts replacement condition yet

4) For a Free service, the charges of dealer service centre, according to you are? Table 4: 56

Free Service charges at dealers service centre.


S.NO 1 2 3 TOTAL Option No.of Responds 20 78 2 100 Percentage(% ) 20% 78% 2% 100%

High Moderate Low

Source: Data collected through Primary Data using Questionnaire.


Graph 4.4:

CHARGES FOR FREE SERVICE

2%

20%
1 2 3

78%

Interpretation: Among the sample size of 100 customers, 20 members said that the charges are HIGH, 78 members said that the charges are MODERATE and the remaining 2 member felt that the charges are LOW.

5) For a. Paid service, the charges of dealer service centre, according to you are

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Table 5: Paid Service charges at dealers service centre


S.NO 1 2 3 Option No.of Responds 25 65 10 100 Percentage(% ) 25% 65% 10% 100%

High Moderate Low

Total

Source: Data collected through Primary Data using Questionnaire.


Graph 4.5:

CHARGES FOR PAID SERVICE


70

65

60

50

40
Series1

30

25

20 10 10

0 1 2 3

Interpretation: Among the sample size of 100 customers, 25 members said that the charges are HIGH, 65 members said that the charges are MODERATE and the remaining 10 member felt that the charges are LOW compare to other dealers. 6) Are they attending to all the problems/defects pointed out by you? Table 6: 58

Solving the problems raised by the customers.


S.NO 1 2 Total Option YES No No.of Responds 78 22 100 Percentage (%) 78% 22% 100%

Graph 4.6:
PROBLEM ATTENTION

22%

78%

Interpretation: Among the sample size of 100 customers, 78 members said that all the problems are being rectified and the remaining 22 members said that not all the problems are rectified.

7) Are you comfortable with the working hours of dealers service centre? Table 7: Comfortness of working hours in dealers service centre. 59

S.NO 1 2 Total

Option Yes No

No.of Responds 87 13 100

Percentage (%) 87% 13% 100%

Source: Data collected through Primary Data using Questionnaire.


Graph 4.7:

WORKING HOURS

100 90 80 70 60 50 40
Series1

87

d p s f o g a t n c r e P

30 20 10 0 1 Response 2 13

Interpretation: Among the sample size of 100 customers, 87 members are comfortable with the working hours of service centre and the remaining 13 members are not comfortable with the working hours of the service centre. 8) Is the delivery of your car maid at the appointed date and time? Table 8: 60

Delivery of customer car at the appointed date and time.


S.NO 1 2 Total Option Yes No No.of Responds 80 20 100 Percentage(% ) 80% 20% 100%

Source: Data collected through Primary Data using Questionnaire.


Graph 4.8:

LOCATION SATISFACTION

20%

1 2

80%

Interpretation: Among the sample size of 100 customers, 80 members said that the delivery of vehicle is made at the appointed date and time and the remaining 20 members said that the delivery of the vehicle was not made at appointed date and time. 9) Are you comfortable with the location of dealers service centre? Table 9: 61

Comfortness with the location of dealers service centre.


S.NO 1 2 Total Option Yes No No. Of Responds 88 12 100 Percentage (%) 88% 12% 100%

Source: Data collected through Primary Data using Questionnaire.


Graph 4.9:

ADVICE VARUN MOTORS

100 90 80 70 60 50 40
Series1

d s r f o g a t n c e p

30 20 10 0 1 Response 2

Interpretation: Among the sample size of 100 customers, 88 members are comfortable with the location of the service centre and the remaining 12 members are not comfortable with the location of the service Centre.

10) Will you advice others to go to dealers service centre? Table 10: 62

Advising others to go to dealers service centre.


S.NO 1 2 3 Total Option Yes No Neutral No.of Responds 62 24 14 100 Percentage(% ) 62% 24% 14% 100%

Source: Data collected through Primary Data using Questionnaire.


Graph 4.10:
ADVICE VARUN

14%

24% 62%

2 3

Interpretation: Among the sample size of 100 customers, 62 members said that they advice others to go to dealers service centre, 24 members said that they dont advice to go and the remaining 14 members were neutral in this case.

11) Overall, are you satisfied with the dealers after sales service? Table 11: 63

Satisfaction of customers with the dealers after sales service.


S.NO 1 2 Total Option Yes No No.of Responds 85 15 100 Percentage(% ) 85% 15% 100%

Source: Data collected through Primary Data using Questionnaire.


Graph 4.11:

MEASURE OF SATISFACTION
90 80 70 60 50 40 30 20 10 0 1 Response 2
Series1

85

Interpretation: Among the sample size of 100 customers, 85 members are satisfied with the dealers service centre, 15 members are not satisfied with the service centre

d p s f o g a t n c r e P

15

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CHAPTER-5 FINDINGS, RECOMMENDATIONS AND CONCLUSIONS

FINDINGS AND CONCLUSIONS:


Among the sample size of 100 customers:

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1) The customers who purchased their vehicle from Varun motors are 75 and the remaining 25 members purchased their vehicle from other dealers. 2) About the customer reception, 15 members replied that the customer reception is EXCELLENT, 60 members are replied it is GOOD.18 members are replied SATISFACTORY and the remaining 7 members are replied BAD. 3) About the warranty rules, 62 members are said that the warranty rules are followed strictly, 3 members are said that they are not following the warranty rules and the remaining 35 members are not faced the defective parts replacement condition yet. 4) For a free service, 20 members are felt that charges are HIGH, 78 members are felt that charges are MODERATE and the remaining 2 are felt that the charges are LOW. 5) For a paid service, 25 members are felt that the charges are HIGH, 65 members are felt that the charges are MODERATE and the remaining 10 are felt that charges are LOW. 6) About the problem solving, 78 members said that all the problems are being rectified and the remaining 22 members are said that not all the problems are being rectified. 7) About working hours, 87 members are comfortable the working hours of the service centre and the remaining 13 members are not comfortable with the working hours of the service centre. 8) About the delivery time, 80 members are said that the delivery of vehicle is maid at the appointed date and time and the remaining 20 members said that the delivery of the vehicle was not made at the appointed date and time. 9) About the location, 88 members are comfortable with the location of service centre and the remaining 12 members are not comfortable with the location of the service centre.

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10) About the advice, 62 members said that they advice other to go dealer service centre, 24 members said that they dont advice to go and the remaining 14 members were neutral in this case. 11) About the satisfaction, 85 members are satisfied with the service centre and the remaining 15 members are not satisfied with this service centre.

RECOMMENDATIONS:
These are the suggestions that can be given in order to rectify the problems so that the customer feels highly satisfied and will be loyal towards the service centre. 1) It will be more convenient for the customers if you extend your working hours. 2) The customers are waiting are waiting for along time for the delivery of their vehicle, so it is better to reduce this waiting time. 3) The customers are getting frustrated for waiting long time for the delivery of the vehicle, if you can provide any entertainment for them like music or television then that frustration can be eliminated to certain extent. 4) The receivers of vehicles are required to behave in a polite manner with the customers by whom there can be no conflict between them. 5) It will be good if the service mechanics can attend to receive the vehicle because he will understand the problems clearly rather than writing the problems in the card by an attender. 6) The customer faces a problem while they were in agency area because they not found the service centre for their vehicles please consider this matter seriously and provide service centre in agency or ruler areas.

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7) The customers of your service centre are showing good loyalty towards the service centre. So, will it remain in the same if you maintain good relationship with the customers .

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ANNEXURE

ANNEXURE:
Customer Information Name Vehicle Name Profession Address : : : :

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From which dealer did you purchase your maruti vehicle? b) No

a) Yes

2. How is customer reception at dealers service centre? a) Excellent b) good c) satisfactory d) bad 3. Are they entertaining replacement of defective parts under warranty Strictly as per warranty rules? a) Yes b) no c) not faced yet

4. For a free service the charges of dealers service centre according to you are? a) High b) moderate c) low 5. For a paid service the charges of dealers service centre according to you are? a) High b) moderate c) low 6. Are they attending to all problems defects pointed out by you? a) Yes b) no

7. Are you comfortable with the working hours of dealers service centre? a) Yes b) no

8. Is the delivery of your car made at the appointed date and time?

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a) Yes

b) no

9. Are you comfortable with the location of dealers service centre? a) Yes b) no

10. Will you advice other s to go to dealers service center? a) Yes b) no

11. Over all, are you satisfied with the dealers after sale service? a) Yes b) no

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BIBLIOGRAPHY

BIBLIOGRAPHY
1. Phillip Kotler & Kevin Lane keeler, Marketing Management 12th Edition (New Delhi: Prentice hall of India, 2007).

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2. Paul E.Green Donald S Tull and Gerald Albaum, Research for Marketing Decisions 5 th Edition (New Delhi: Prentice hall of India, 2005). 3. Valarie A.Zenthmal and Mary Jobitner, Service Marketing-Integrating customer focus across the firm 3rd Edition (New Delhi: Tata McGraw Hill-Edition 2005). 4. Leno G.Schiffman &Leslie Lazar Kanuk, Consumer Behavior 8th Edition (New Delhi: Prentice hall of India, 2005).

WEB SITES
www.marutisuzuki.coms www.marutiudyog.com www.marutitransport.com

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