Emblem

IDEA INSTITUTE OF MANAGEMENT & TECHNOLOGY

3rd Floor, Aroma High School,
Ashram Road,
Usmanpura,
Ahmedabad-380013
Centre Code: 01535

“A SURVEY ON CUSTOMER SATISFACTION OF

SUZUKI ACCESS 125CC”

By

RAVIKUMAR N. CHAVDA
520845152

A project report submitted in partial fulfillment of the requirements for the

degree of Masters of Business Administration to Sikkim Manipal
University, INDIA

SIKKIM-MANIPAL UNIVERSITY OF HEALTH, MEDICAL AND

TECHNOLOGICAL SCIENCES
Distance Education Wing,
Syndicate house,
Manipal - 576104

1
 STUDENT DECLARATION
(ANNEXURE B)

I hereby declare that the project report entitled “A SURVEY ON

CUSTOMER SATISFACTION OF SUZUKI ACCESS 125” submitted in
partial fulfillment of the requirements for the degree of Masters of Business
Administration to Sikkim-Manipal University, India, is my original work and
not submitted for the award of any other degree, diploma, fellowship, or any
other similar title or prizes.

Place:
Date:

_________________________
RAVIKUMAR N. CHAVDA
Reg. No. 520845152

2
 EXAMINER’S CERTIFICATE

(ANNEXURE C)

The project report of RAVIKUMAR N. CHAVDA entitled “A SUREVY

ON CUSTOMER SATISFACTION OF SUZUKI ACCESS 125” is
approved and is acceptable in quality and form.

____________________
____________________
Internal Examiner External
Examiners

3
 UNIVERSITY STUDY CENTRE CERTIFICATE

(ANNEXURE D)

This is to certify that the project report entitled “A SUREVY ON

CUSTOMER SATISFACTION OF SUZUKI ACCESS 125 ” submitted
in partial fulfillment of the requirements for the degree of Masters of
Business Administration to Sikkim-Manipal University of Health, Medical
and technological sciences. RAVIKUMAR N. CHAVDA has worked under
my supervision and guidance and that no part of this report has been
submitted for the award of any other degree, diploma, fellowship, or any
other similar title or prizes and that work has not been published in any
journal or Magazine.

Reg.No.520845152 Certified

___________
_________
(Prof.
Arnaz Bhatporia)

4
 PREFACE

In today’s competitive world the practical study forms an

important part in each and every professional course. The MBA
is a course in which the theoretical knowledge is backed by the
practical study. That study is in the form of project. The Grand
Project is one of the important parts of the curriculum. And each
and every student has to work for the project.

The Grand project enables the students to know more about the
application of theoretical knowledge. The current situation of the
market is made known to the students when they undertake the
project. The project gives better insides into the application part
of the theory. The companies in an industry and their operations
can be better known by the students when they analyze the data.

This project is on the survey on customer satisfaction level of

Suzuki Access 125, Services of Suzuki dealer. We have analyzed
the industry very deeply and carefully project.

5
 ACKNOWLEDGEMENT

This is really a matter of pleasure for us to prepare a project

report as it was included in our course by the SIKKIM MANIPAL
UNIVERSITY. It gave us the opportunity to learn things
practically what we learnt enterprise and their impact on the
working of the company.

I express my sincere gratitude to my faculty guide Prof. Ms. Arnaz Bhatporia

of my institute and company guide Mr. Pareshbhai Mewada Marketing
Manager SHIVALIK AUTOLINK PVT. LTD for his able guidance,
continuous support and cooperation throughout my project, without which
the present work would not have been possible. He continuously guided me
till the last word of this project report and provided an excellent guidance to
me. He made numerous valuable suggestions and corrections, which greatly
improved the quality of work. The practical and theoretical knowledge that
we have gained from them will help us in enhancing our career and
managing things in the better way.

I am immensely thankful to entire staff of college for their help and support
they extended to me during the project.

6
 INDEX
Sr. CONTENT Page
No. No.
1 EXECUTIVE SUMMARY 8
2 ABOUT THE AUTOMOBILE INDUSTRY 10
• BITRH OF AUTOMOBILE IN THE WORLD 11
• INDIAN TWO WHEELER HISTORY 15
3 ABOUT THE SUZUKI MOTORCYCLES 26
• SUZUKI MOTORCYCLES GLOBAL HISTORY 27
• SUZUKI MOTORCYCLES INDIA HISTORY 32
• COMPANY PROFILE 34
• MISSION OF SUZUKI 35
4 PRODUCT OF SUZUKI MOTORCYCLES 42
5 SHIVALIK SUZUKI (AUTHO, DEALEAR) 53
6 MAJOR COMPETITORS 56
7 CUSTOMER SATISFACTION 62
8 OBJECTIVE OF THE STUDY 69
9 SCOPE OF THE STUDY 70
10 RESEARCH METHODOLOGY 71
11 DATA ANALYSIS & INTERPRETATION 77
12 FINDINGS 97
13 CUSTOMER REVIEW 98
14 SWOT ANALYSIS 99
15 LIMITATION 100
16 RECOMMEDATIONS 101
17 CONCLUSION 103
18 BIBLOGRAPHY 104
20 APPENDIX (QUESTIONNAIRE) 105

EXECUTIVE SUMMARY

7
Satisfaction is a person’s feeling of pleasure or disappointment resulting
from a comparing perceived performance in relation to his or her
expectation. If the performance falls short of expectation, the consumer is
dissatisfied. If the performance matches the expectations, he consumer is
satisfied. If the performance exceeds expectation, the customer is highly
satisfied or delighted.

The study widely concentrates on the level of satisfaction amongst customers

for which I did Exploratory Research to check the satisfaction level amongst
the customers of Suzuki Access 125. This research was conducted in the
Ahmedabad city. This research was done during the months of April and
May. Hence the data displayed has been collected during the before
mentioned period.

To meet the research objectives, following activities have been performed.

 An extensive search of relevant literature from news articles, internet,

books. This step guided the development of the methods and

instruments for collecting data.
 Designing the questionnaire.
 Survey has been carried away by, one-on-one interviews. The Survey

included open-ended questions, dichotomous questions, and multiple-

choice question.

 To know the image of product in the mind of consumer.

8
  To compare the level of satisfaction before purchasing and after
purchasing the Scooter.
 To find out where people want to see the promotion schemes
 To find out suitable location preferred by consumer
 To know the most popular media for advertisement
 To check the loyalty of the consumer towards the Suzuki brand
 To know the most motivating factor for purchasing the bike
 To know the preferable price from the customer
 During this research it was found that Suzuki’s launched Access 125

has increased its market share by attracting new customers and helped
to retain its old customers.

SMPIL, a company that is known for combining technology, quality and

performance in their two wheeler, had taken an initiative to introduce some
of their performance driven two wheeler in India this year. Suzuki has
reported a growth of 47.66% in sales in the month of December ‘09 at
14806 units compared to 9986 units same month last year. This increase of
sales is attributed to the tremendous response from the new product GS150R
and ACCESS 125.

Suzuki would have to constantly innovate and come up with new products to
maintain its dominance in the segment.

9
BIRTH OF AUTOMOBILES IN THE WORLD

The History of the automobile actually began about 4,000 years ago
when the first wheel was used for transportation in India. Several
Italians recorded designs for wind-driven vehicles. The first was
Guido da Vigevano in 1335. It was a windmill-type drive to gears and
thus to wheels. Vaturio designed a similar vehicle that was also never
built. Later Leonardo da Vinci designed clockwork-driven tricycle
with tiller steering and a differential mechanism between the rear
wheels.

In the early 15 th century, the Portuguese arrived in China and the

interaction of two cultures led to a variety of new technologies,
including the creation of a wheel that turned under its own power. By

10
the 1600s, small steam-powered engine models were developed, but it
was another century before a full-sized engine-powered vehicle was
created.

A Catholic priest named Father Ferdinan Verbiest is credited to have

built a steam-powered vehicle for the Chinese Emperor Chien Lung in
about 1678. There is no information about the vehicle, only the event.
Since James Watt didn’t invent the steam engine until 1705, we can
guess that this was possibly a model vehicle powered by a mechanism
like Hero’s steam engine-a-spinning wheel with jets on the periphery.

Although by the mid-15 th century the idea of a self-propelled vehicle

had been put into practice with the development of experimental
vehicles powered by means of springs, clockworks, and the wind,

Nicolas-Joseph Cugnot of France is considered to have built the first

true automobile in 1769. Designed by Cugnot and constructed by
M.Brezin, it is also the first vehicle to move under its own power for
which there is a record. Cugnot’s three-wheeled steam-powered
vehicle carried four persons and was meant to move artillery pieces. It
had a top speed of a little more than 3.2 km/h (2 mph) and had to stop
every 20 minutes to build up a fresh steam.

Evans was the first American who obtained a patent for “a self-
propelled carriage.” He, in fact, attempted to create a two-in-one

11
combination of a steam wagon and a flat-bottomed boat, which didn’t
receive any attention in those days. During the 1830’s, the steam
vehicle had made great advances. But stiff competition from railway
companies and crude legislations in Britain forced the poor steam
vehicle gradually out of use on roads.

Carl Benz and Gottlieb Daimler, both Germans, share the credit of
changing the transport habits of the world, for their efforts laid the
foundation of the great motor industry, as we know it today. First, Carl
Benz invented the petrol engine in 1885 and a year later Daimler made
a car driven by motor of his own design and the rest is history.

Daimler’s engine proved to be a great success mainly because of its

less weight that could deliver 1000rpm and needed only very small and
light vehicles to carry them.

France too had joined the motoring scenario by 1890 when two
Frenchmen Panhard and Levassor began producing vehicles powered
by Daimler engine, and Daimler himself, possessed by the automobile
spirit, went on adding new features to his engine. He built the first V-
Twin engine with a glowing platinum tube to explode the cylinder gas-
the very earliest form of sparking plug.

Charles Duryea built a motor carriage in America with petrol engine in

1892, followed by Elwood Haynes in 1894, thus paving the way for
motorcars in that country.

12
For many years after the introduction of automobiles, three kinds of
power sources were in common use: steam engines, gasoline or petrol
engines, and electric motors. In 1900, over 2,300 automobiles were
registered in New York, Boston, Massachusetts, and Chicago. Of
these, 1,170 were steam cars, 800 were electric cars, and only 400
were gasoline cars.

In ten years from the invention of the petrol engine, the motorcar had
evolved itself into amazing designs and shapes. By 1898, there were
50 automobile-manufacturing companies in the United States, a
number that rose to 241 by 1908. In that year, Henry Ford
revolutionized the manufacture of automobiles with his assembly-line
style of production and brought out the Model T, a car that was
inexpensive, versatile, and easy to maintain.

Herbert Austin and William Morris, two different carmakers,

introduced mass production methods of assembly in the UK, thus
paving the way for a revolution in the automobile industry. Austin
Seven was the world’s first practical four-seater ‘baby car’ which
brought the pleasures of motoring to many thousands of people who

13
could not buy a larger, more expensive car. Even the ‘bull-nose’
Morris with front mounted engine became the well-loved model and
one of the most popular cars in the 1920s.

Automobile manufacturers in the 1930s and 1940s refined and

improved on the principles of Ford and other pioneers. Cars were
generally large, and many were still extremely expensive and
luxurious; many of the most collectible cars date from this time. The
increased affluence of the United States after World War II led to the
development of large, petrol-consuming vehicles, while most
companies in Europe made smaller, more fuel-efficient cars.

INDIAN TWO WHEELER HISTORY

India is the second largest manufacturer and producer of two-wheelers in the
world. It stands next only to Japan and China in terms of the number of two-
wheelers produced and domestic sales respectively. The Indian two-wheeler
industry made a small beginning in the early 50s when Automobile
Products of India (API) started manufacturing scooters in the country. Until
1958, API and Enfield were the sole producers.

In 1948, Bajaj Auto began trading in imported Vespa scooters and three-
wheelers. Finally, in 1960, it set up a shop to manufacture them in technical
collaboration with Piaggio of Italy. The agreement expired in 1971. In the
initial stages, API dominated the scooter segment; Bajaj Auto later overtook

14
it. Although various government and private enterprises entered the fray for
scooters, the only new player that has lasted till today is LML.

Under the regulated regime, foreign companies were not allowed to operate
in India. It was a complete seller market with the waiting period for getting a
scooter from Bajaj Auto being as high as 12 years. The motorcycles segment
was no different, with only three manufacturers viz Enfield, Ideal Jawa and
Escorts. While Enfield bullet was a four-stroke bike, Jawa and the Rajdoot
were two-stroke bikes. Enfield 350cc bikes and Escorts 175cc bike initially
dominated the motorcycle segment.

The two-wheeler market was opened to foreign competition in the mid-80s.

And then market leaders - Escorts and Enfield - were caught unaware by the
onslaught of the 100cc bikes of the four Indo-Japanese joint ventures. With
the availability of fuel-efficient low power bikes, demand swelled, resulting
in Hero Honda - then the only producer of four stroke bikes (100cc
category), gaining a top slot.

The first Japanese motorcycles were introduced in the early eighties. TVS
Suzuki and Hero Honda brought in the first two-stroke and four-stroke
engine motorcycles respectively. These two players initially started with
assembly of CKD kits, and later on progressed to indigenous manufacturing.
In the 90s the major growth for motorcycle segment was brought in by
Japanese motorcycles, which grew at a rate of nearly 25% CAGR in the last

15
five years. The industry had a smooth ride in the 50s, 60s and 70s when the
Government prohibited new entries and strictly controlled capacity
expansion. The industry saw a sudden growth in the 80s.

It was in the year 1954 that the Indian government ordered for total number
of 800 motorcycles to man the Pakistani borders. In came the Bullets which
were initially launched in England as a 350cc bike and it was upgraded to
500cc a year or so later. These bikes have remained unaltered, barring some
cosmetic changes which have undergone over the years. Thus one can say
without much of a doubt that the 1955 Bullet was one of the initial hits of the
Indian two-wheeler industry and till today it continues to be a darling of the
motorcycle enthusiasts.

Enfield Bullet had a close competition with another sturdy bike named
Rajdoot; as the bike was strong enough to handle the rough Indian roads. The
company had roped in Indian Heman Dharmendra for the promotion of the
bike. With more than 1.6 million vehicles on the road the Rajdoot
motorcycle was one of the initial hits of the earlier years of two-wheeler
history in the country.

When heavy motorcycles were the order of the day, a relatively lighter bike
had caught on the imagination of the Indian two wheeler user. Ind- Suzuki
bike launched by the then TVS Suzuki group was an instant hit; however the
bike could not sustain it's initial success due to the high import content in the
vehicle and less of localization.

16
In scooters Bajaj Chetak has been hugely responsible for adding momentum
to the transport system of the country, till today it remains one of the most
successful brands to have come out of the Bajaj stable. The scooter is named
after the horse of legendary Rana Pratap Singh. These sets of two wheels
have become a part of the Indian milieu and are often considered a
representative of the Indian middle class aspiration. Very few two-wheelers
have been able to emulate the success, which Bajaj Chetak has achieved over
the years.

Similarly LML Motors enjoyed a reasonable success with the launch of LML
Select which came with new age technology and improved performance.

The industry witnessed a steady growth of 14% leading to a peak volume of

1.9mn vehicles in 1990. The entry of Kinetic Honda in mid-eighties with
In 1990, the entire automobile industry saw a drastic fall in demand. This
resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a
production loss of 0.4mn vehicles. Barring Hero Honda, all the major
producers suffered from recession in FY93 and FY94. Hero Honda showed a
marginal decline in 1992. The reasons for recession in the sector were the
incessant rise in fuel prices, high input costs and reduced purchasing power
due to significant rise in general price level and credit crunch in consumer
financing. Factors like increased production in 1992, due to new entrants
coupled with the recession in the industry resulted in company either
reporting losses or a fall in profits.

India is one of the very few countries manufacturing three-wheelers in the

world. It is the world's largest manufacturer and seller of three-wheelers.

17
Bajaj Auto commands a monopoly in the domestic market with a market
share of above 80%, the rest is shared by Bajaj Tempo, Greaves Ltd and
Scooters India. a variometric scooter helped in providing ease of use to the
scooter owners.

SEGMENTATION OF TWO WHEELER:

A Two Wheeler Sector Sub-Segmenting in the three Segments
.
 Motorcycle
 Scooter
 Mopeds

TREND IN 2W VOLUMES BY CATEGORY:

TREND IN 2W SALES VOLUMES, DOMESTIC AND

EXPORTS:

18
 Domestic Market Share for 2009-10
Passenger Vehicles 15.86
Commercial Vehicles 4.32
Three Wheelers 3.58
Two Wheelers 76.23

19
GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN
TWO WHEELER INDUSTRY:

The growth witnessed by the Indian two wheeler industry indicates the
growing demand for low cost personal transportation solutions amongst the
300 million Indian middle class consumers. Despite this spectacular growth
rate, the two-wheeler penetration (number of two wheelers per 1000
inhabitants) in India remains lower than other Asian countries. This fact
provides an opportunity for continued growth in the market. India has the
lowest Penetration of two wheelers as compared to countries like Taiwan,
Thailand, Malaysia, Vietnam, Indonesia and China. In the present scenario,
growth in the two wheelers Industry will be driven by several factors

RISE IN INDIA’S YOUNG WORKING POPULATION:

With the rising levels of per capita income of people, the Indian two wheeler
market offers a huge potential for Growth. This growth is relevant in the
light of the fact that 70 per cent of India’s population is below the age of 35
Years and 150 million people will be added to the working Population in the
next five years. The number of women in the urban work force is also
increasing; this will lead to the Growth of gearless scooters.

20
RISE OF INDIA’S RURAL ECONOMY AND GROWTH IN
MIDDLE INCOME HOUSEHOLDS:

The growth prospects of the Indian rural economy offer a significant

opportunity for the motorcycle industry in India. The penetration of
motorcycles amongst rural households with income levels greater than US$
2,200 per annum has already increased to over 50 per cent. The current target
Segment for two wheelers, i.e., households belonging to the Income category
of US$ 2,200–12,000 is expected to grow at a CAGR of 10 per cent.

GREATER AFFORDABILITY OF VEHICLES:

The growth in two-wheeler sales in India has been driven by an increase in

affordability of these vehicles. An analysis of the price trends indicates that
prices have more or less stagnated in the past. This has been part of the
marketing strategy adopted by the manufacturers to gain volume, as well as
conscious efforts adopted to bring down costs. The operating expenses of
leading manufacturers have declined by around 15 per cent in the last five
years. With greater avenues of financing, the customer’s capacity to own a
two wheeler has improved.

RAPID PRODUCT INTRODUCTION AND SHORTER

PRODUCT LIFE CYCLE:

The last five years have witnessed a sharp increase in new product launches
in the two-wheeler industry. It is estimated that close to 50 new products

21
have been launched by manufacturers during this period, filling up all price
points and targeted at various consumer segments.

INADEQUATE PUBLIC TRANSPORT SYSTEMS IN MOST

URBAN AREAS:

The economic boom witnessed in the country and the increased migration to
urban areas have increased the traffic congestion in Indian cities and
worsened the existing infrastructure bottlenecks. Inadequate urban planning
has meant that transport systems have not kept pace with the economic boom
and the growing urban population. This has increased the dependence on
personal modes of transport and the two wheelers market has benefited from
this infrastructure gap.

FACTORS AFFECTING THE MARKET:

Post 1991, the Indian two-wheeler industry comprising of motorcycles,

scooters and scooterettes opened up tremendously. The Indian motorcycle
industry has expanded at a 24% CAGR over the last five years, It Captured
almost 80% of the market primarily at the cost of the scooter and Moped
segment. The scooter segment though has witnessed a revival with the
launch of scooterettes aimed at young women and adolescents.

The two-wheeler market can be segmented into three categories on the basis
of price – Entry segment (<35000), Executive segment (between 35000 and
45000) Deluxe (between 45000 and 65000) and Premium segment (above
65000). Motorcycles are now sold as a passion, experience rather than a
product. New products are being introduced at a rapid pace and brands are

22
gaining prominence. Thus there is an increased focus on the premium
segment, which has an increased scope for differentiation.

Purchasing Power is relatively high with buyers becoming more

discriminating. Reliability and economy have become more of a hygiene
factor. Buyers now demand two-wheelers that fit their personality thus
increasing the scope for differentiation and branding. Provision of financing
through EMI’s has provided a means to satisfy the need of possess a
convenient and stylish mode of transport in the form of a two-wheeler. This
has resulted in higher growth in the 125-150cc segment.

With the introduction of Government policies such as reduction in excise

duty from 16% to 12% and allowing for 100% FDI Barriers to entry has
reduced. However, the investment required for setting up large distribution
channels and service stations can be a major entry barrier. Another
significant entry barrier is the brand building required. Thus, initially foreign
players set up Joint Ventures with indigenous companies. After establishing
their brand they have launched their own line of products. E.g. Honda with
Hero Group and Yamaha with Escorts.

RISING CUSTOMER EXPECTATIONS:

The growth witnessed by the Indian two wheeler industry has attracted a
number of new entrants to the market and it is expected that the Indian
industry will become more competitive in the future. The excess of products
introduced in the past has also raised customer expectations with respect to
reliability, styling, performance and economy.

23
Inflation is a big factor that may play a part in moving the loyalties and
aspirations of people away from the four to the much cheaper and
economical two-wheeler segment. Moreover, the constantly increasing prices
of oil and increasing interest rates on finance are not helping the cause either.
Environmental Concerns are also quite big on the agenda these days and do
play a part in the preference of consumer’s choices. The rising global
temperatures along with daily snippets in the national and international
media about the thinning of ozone and imminent environmental disaster have
all contributed to the making of a present day environmentally conscious
consumer.

ENVIRONMENTAL AND SAFETY CONCERNS:

The increasing demand for two wheelers will need to be managed to address
issues relating to overcrowding of roads. Another problem is the insufficient
infrastructure for inspection to ensure adherence to emission norms. As the
industry grows, it is important to regulate the sale of used two wheelers in a
more organized manner for which a mechanism needs to be evolved.
Unregulated sale of two wheelers, especially in the rural areas, are likely to
create issues related to emissions and safety of vehicles.

24
25
 SUZUKI MOTORCYCLES GLOBAL HISTORY
In 1909 Michio Suzuki founds the Suzuki Loom Company in Hamamatsu,
Japan. He builds industrial looms for the thriving Japanese silk industry.
1937 To diversify activities, the company experiments with several
interesting small car prototypes, but none go into production because the
Japanese government declares civilian automobiles “non-essential
commodities” at the onset of WWII.

In 1952 when due to financial problems Suzuki ventured into developing clip
on engines to bicycle frames. The first model was called the Power Free
(36cc) and the follow-up model was the Diamond Free (60cc). Suzuki
produced its first motorcycle in 1954 called the Colleda (90cc). Suzuki built
small capacity bikes during the 50s and 60s and had only small export
success until the introduction of the X6 (T20 super six), which gave Suzuki
much name credibility. In 1962 Using MZ’s technology, Suzuki wins the
newly created 50cc class in the World Championship.

The company will win the class every year until ’67, and win the 125cc class
twice in that period, too. With a well-established name Suzuki dared enter
the big bike market and in 1967 Suzuki introduced T500. Which was known

26
as the Titan in America and the Cobra in England? The name changed over
the years to GT500 due to many improvements but it was purely the sharp
price and good reliability, which kept the GT in production until 1977.

In 1971 The GT7The Water Buffalo was introduced in 1971 in America and
the Kettle in Britain - both the same GT750 bike and the start for Suzuki to
enter the super bike market. The GT750 wasn't a very impressive machine
and also couldn't match the other bikes in the market at the time. Once again
the production kept going based on its demand for good price and reliability.

In 1974 The RE5 is the first Japanese motorcycle with a rotary engine. It
cost a fortune to develop and, while not bad, it’s a commercial disaster. After
two years, the company abandons the project, and there are rumors the
tooling was dumped into the sea so that Suzuki managers would never have
to see it again. Most bikes produced around the middle 70s had enough
power but lacked a steady frame. The introduction of the Suzuki GS1000 in
1978 changed this problem once and for all. The GS out preformed every
other bike in its category and had a frame to match its power. The only thing,
which could be said against the very popular and successful GS1000, was its
dull looks.

The GS1000 was redesigned and new models based on the same original
success bike were introduced. The GSX1000 in 1980 and the GSX1100S
Katana in 1982. The later bike was a huge success due to it powerful
performance, funky style, low weight and good pricing. In 1983 The RG250

27
is Suzuki’s first ever race replica. This bike features the AL-BOX, square
aluminum frame, 16-inch tire and Anti Nose Dive Forks (ANDF) at the
front. In 1985 The RG500 “Gamma” features the same square-Four cylinder
layout as the as the factory Grand Prix bikes. Other racy features are the
square-tube aluminum frame and the removable cassette-type transmission.

Suzuki pulled a stunt within the motorcycle market by introducing the GSX-
R750, which was such a direct copy of their formula race bike with the only
difference that this GSX was, road legal. It turned the super sport motorcycle
market upside down and dominated the way super bikes would look for the
future. The GSX-R750 was super fast, which wasn't hard to understand since
there were hardly any changes to its racetrack design. Both on the street and
in the race track the bike was a huge success. In 1986 the GSX-R1100 was
also added to the line.

In 1996 Suzuki calls the new GSX-R750 the ‘turning-point model’ thanks to
its twin-spar frame instead of the older double-cradle frame. The engine is
also redesigned and featured 3-piece crankcases, chrome-plated cylinders
and a side-mount cam chain as well as Suzuki Ram Air Direct (SRAD)
system.

In 1997 The TL1000S is the first Suzuki sport bike with a V-Twin engine. It
will be followed a year later by a racier R version, with a dodgy rotary vane
damping system in the rear shock. Suzuki equipped the TL1000R with a
steering damper, but it was still prone to headshake and customers
approached it with caution, if at all.

28
In 1999 Mat Mladin wins the AMA Super bike Championship, beginning a
run of unprecedented dominance. Mladin will win five more times, and
Suzuki will win 8 of the next 9 titles. With sport bikes getting more and
more sharp edged, the company is one of the first to recognize what might be
called the ‘semi-sport’ market, as opposed to the super sport market. The
SV650 features an aluminum-alloy truss frame and a liquid-cooled 90° V-
Twin DOHC 4-valve engine. Suzuki calls the Hayabusa the ultimate
aerodynamic sportbike. It’s powered by a 1298cc liquid-cooled DOHC in-
line 4-cylinder engine that becomes the darling of land-speed racers. The
name means “peregrine falcon” in Japanese.

The GSX style and line didn't change much over all the years with
improvements being made to the bike. A small fluke in design made Suzuki
lose its performance lead with the GSX-R1100. But the GSX-R750 has
remained a hit up until today. Maybe still hurt by losing the performance
edge with the GSX-R1100 redesign in the 1990s Suzuki introduced the
GSX-1300R (Hayabusa) in 1999. This sent the Honda Blackbird packing and
became the world's fastest production bike at a whopping 190 mph (307
km/h).

29
In 2001 Suzuki introduced an upgrade GSX-R750 engine and created the
GSX-R1000 (998cc), which is a super bike with outstanding performance. In
2003 the GSX-R1000 was restyled but still kept its position as a super class
bike.

In 2005 Suzuki’s original 4-stroke motocross, the RM-Z450, is equipped

with a 4-stroke 449cc engine, which features the Suzuki Advanced Sump
System (SASS). Troy Corser gives Suzuki its first and only (so far) World
Super bike Championship.

In 2006 The M109R, Suzuki’s flagship V-Twin cruiser is powered by a

1783cc V-Twin engine with 112mm bore and 90.5mm stroke. It has the
largest reciprocating pistons in any production passenger car or motorcycle.

In 2008 The B-King is launched, powered by the 1340cc Hayabusa engine;

the B-King is Suzuki’s flagship big ‘Naked’ bike. Suzuki says it has the top-
ranked power output in the naked category.

30
 SUZUKI MOTORCYCLES INDIA HISTORY
Suzuki Motorcycle India Pvt., Ltd. engages in manufacturing two wheelers.
The company’s products include motorcycles and scooters. It offers its
products through a network of dealers. The company was incorporated in
1997 and is based in Gurgaon, India. Suzuki Motorcycle India Pvt., Ltd.
operates as the subsidiary of Suzuki Motor Corp.

Suzuki Motor Corporation (SMC), a global giant of motorcycle

manufacturing is headquartered in Japan. It holds major stake in its Indian
subsidiary, Suzuki Motorcycle India Private Limited (SMIL). SMIL was set
up after Suzuki's re-entry into the Indian two-wheeler market after it severed
ties with partner TVS in 2000-01. Suzuki was then the technology provider
in the erstwhile joint venture company TVS Suzuki.

Suzuki Motorcycle India Pvt Ltd (SMIPL) is the latest entry into the already
crowded Indian two-wheeler segment with players like Hero Honda, Bajaj
Auto, Honda, and TVS. SMIPL have started their Indian operations with a
125-cc mass-market motorcycle. It has made an initial investment of Rs. 200
crores to start their Indian operations.

Company sources have revealed that Suzuki would follow up this 125cc bike
with a high performance 150-cc sibling sometime next year. And for the

31
budget segment, another 100cc bike is expected in the first quarter of 2006.
Mass market is the initial aim with plans to enter all the segments rapidly.
They have their facilities located in Gurgaon.

Suzuki had launched bike by diwali, which is the auspicious time for buying
a new vehicle in Indian families. Their setup in Gurgaon has the capabilities
of manufacturing one lakh motorcycles and they are ready to step that up
massively if the situation arises. They already have setup 40 dealerships
around the country and are going to establish 4,000-5,000 sq.ft showroom
and service stations to provide services to the customers.

The parent company happens to be one of the largest manufacturers of two

wheelers in the world with more than 20 lakh bikes sold per annum. They are
popular for their range of high performance road machines, lightweight super
bikes, dirt bikes, street bikes, and motocross and fun bikes globally.

32
 COMPANY PROFILE
Plant area and production capacity:

They have installed their manufacturing plant in Gurgaon (Haryana)

having the annual capacity of 2,50,000 units. Total land area of the
facility at Gurgaon is 37 acres out of which the present plant is
constructed in an area of 6.5 acres of land. The remaining area of
30.5 acres is left for land development and future expansion.

Chairman:
Mr. Katsumi Takata

Personnel over the years

Year 2008-09
Total number of employees 490
Main Products
Motorcycles and scooters

Head Office, Plants & Facilities

Name Address Operations
Suzuki Motorcycle India Pvt Factory Office Head office affairs
Ltd Village Kherki
Dhaula, Badshahapur, Motorcycle engines assembling and
N.H.-8, Link Road, machining
Gurgaon.
Fax No. - 0124-4170 Spare parts administration
701
Education, training and
Regd. Office Sales & Public relations
Marketing Office
2nd Floor, Plot No. 1,
Nelson Mandela Road, Research and development
Vasant Kunj, Testing and development of motorcycles
New Delhi -110 070

33
 MISSION OF SUZUKI
The core philosophy of SUZUKI is to provide “VALUE-PACKED
PRODUCTS”. Since the founding of SUZUKI Motor Corporation, the
Organization’s Endeavour has always been to provide “VALUE-PACKED
PRODUCTS” as one of the manufacturing philosophies.

SUZUKI believes that “VALUE-PACKED PRODUCTS” come from the

effort to carry out Product development from customer’s point of view. This
policy has been in effect since Company’s inception and has helped the
Organization to meet customer’s needs. As a result, Suzuki’s Products have
become well received throughout the World.

SUZUKI is fully committed to create Products that meet customer’s demand

by utilizing its dynamic, long-nurtured technological advantage coupled with
its fresh and active human resources.

• Develop products of superior value by focusing on the customers

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

34
 GROWTH REPORT:

It has reported a growth of 47.66% in sales in the month of November ‘09 at

14745 units compared to 9986 units same month last year.

It has sold 14806 units in December ’09 listing a strong growth of 61%
over its sales in December ’08 despite recession. This increase of sales is
attributed to the tremendous response from the new product GS150R and
ACCESS 125.

It has reported 93% growth in sales during the month of January 2010. It
has sold 20441 units in January ‘10 listing a strong growth of 93% over its
sales in January ‘09.

It has sold 21752 units in March ‘10 listing an impressive growth of 76%
over its sales in March ‘09. This increase of sales is attributed to the
tremendous response from the new product GS150R and ACCESS 125.

It has great plans for the coming year and this is only the beginning. Their
objective is to offer quality products and customer satisfaction to consumers.
This growth momentum will further accelerate in coming months.

35
 SMPIL GROWTH REPORT IN ‘09-‘10
OEMs 2008-09 2009-10 GROWTH
BAL 9,692 3,759 -61.22%
HHML 1,53,193 2,08,440 36.06%
HMSI 6,54,319 7,39,947 13.09%
KINETIC 5,522 - -100.00%
M&M 2W - 70,008 0.00%
SMIL 85,782 1,40,983 64.35%
TVS 2,39,469 2,99,370 25.01%
TOTLE 11,48,007 14,62,507 27.40%

Growth
100.00%
64.35%
36.06%
50.00% 25.01%
13.09% 0%
-61.22%
0.00% Growth

-50.00%
36
-100.00% -100%
 FACILITIES
1 ) ENVIRONMENT:
The philosophy of keeping “environment first” is properly percolated
downwards. To comply with all applicable legislations and setting standards
thereof remains only a beginning. Company thrives to discover and invent
mechanisms for better environment management systems and it’s a
continuous process which is managed by a separate wing of experts and
specialist in the field.

The biggest testimony of Suzuki’s commitments towards “environment first”

is seen at Gurgaon which is built to be a Zero discharge plant.

SMIPL have embraced Natural light optimization system and water

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

2) SHOP FLOOR SAFETY MEASURES:

SMIPL have safety guards/safety curtains to ensure Operator safety on
machines. Company has also installed robots through out the facilities to
reduce the ergonomic stress on workers. There are gas detection systems
installed to eliminate any gas related accident and fire detection system for
immediate information about any fire related incident.

37
SMIPL have fire fighting system (manual & automatic) for immediate
handling of any fire related accident. They have a fire tender (capacity 4500
liters water and 500 liters capacity foam).

Company try to maintain zero accident record through regular safety audit,
frequent training for staff, line associates and contractors. They organize
different safety programs and competitions to encourage employee
awareness and involvement.

3) ENVIRONMENTAL UTILITY:
To take care of the health of all our employees, they maintain all
international parameters and standards for drinking water, treated water,
ambient air shop floor, office and the outside. They keep updating all these
standards of health and welfare of employees through a team of well
qualified personnel in the R & D laboratory.

4) QUALITY CONTROL :

It has four main sections as follows:

• Tested by SMC Japan with their international quality standards

• Final (Vehicle) Inspection
• Market Quality

5) PARTS INSPECTION:

38
 • The non conformities in the parts being procured may lead to
production loss & degradation of the quality of the final output and
life of the product. To ensure the product, the dimensional, material,
aesthetic & performance inspection for the special processes are
carried out on the individual parts before they are declared fit for the
assembly
• For carrying out the inspection activities effectively, we have the latest
& sophisticated machines installed in the inspection area

6) FINAL (VEHICLE) INSPECTION:

 Safety related parameters such as braking; clutch operation and other

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

7) MARKET QUALITY:

 To act upon the customer’s feedback received from the service

department for the up gradation of the product
 To resolve the quality issues being received from the market by
visiting the suppliers & taking the corrective & preventive measures
for the same
 Monitoring for the effectiveness of the measures taken for the
particular problems through the cut off engine/ frame numbers.

39
8) WORK CULTURE:

 They believe that future growth and prosperity of every employee

depends on the company’s growth and prosperity

 Organizational and individual discipline

 Continual improvement in quality and productivity

 Cost consciousness

 Customer satisfaction ( both internal and external )

 Long term goals

 Respect for laws, human beings and society

9) EMPLOYEE DEVELOPMENT:
Company's growth is based on enhancement of technical and behavioral
skills of the employees. They continually identify the performance gaps and
new skills required keeping into the company's growth in focus. They
believe that Employees are the most important assets of an organization. For
enhancement of technical and behavioral skills of the employees they
organize regular training programmers. Teams from Japan often come to the
organization to impart training. Their focus is to create a healthy
Environment where individual employee can achieve maximum satisfaction.

40
 PRODUCTS OF SUZUKI MOTORCYCLES
SUZUKI ACCESS 125CC

Suzuki launched the Access 125cc in the month of September 2007. In those
days, Access 125 was the third product from Suzuki’s stable in India. Prior
to this, Heat and Zeus motorcycles were ruling the Suzuki showrooms PAN
India.

Suzuki Access 125 is the third product from the Suzuki stable in India after
Heat and Zeus motorcycles. 125cc Access is powered by a 125-cc air-cooled
four-stroke engine with Continuous Variable Transmission (CVT), which
develops 8.5bhp at 7000rpm with 1.0kgm of torque at 5000rpm. The design
is typically Japanese, almost flat aprons where large turn indicators are
embedded. Though it has a longer wheelbase access looks compact because
of this design. No body colored mirrors for this access. Paint quality is of top
notch.

SUZUKI ACCESS 125 FEATURES:

41
 • Xtra Torque Performance (XTP) for more power and faster pick-up
• Telescopic front fork suspensions for comfortable riding
• Tail lights that are trendy and attractive
• Wider seat for comfort riding
• Large size underseat compartment
• Centralized ignition key switch, with shutter
• Smart built-in signal
• Multi-reflector lights for better visibility
• Stylish, Chrome-plated silencer cover

SUZUKI ACCESS 125 TECHNICAL SPECIFICATIONS:

Dimensions And Dry Mass

Overall length 1780 mm
Overall width 650 mm
Overall height 1125 mm
Wheelbase 1250 mm
Ground clearance 160 mm
Seat height 780 mm
Dry mass 109 kgs

Engine
Type Four-stroke, Air-cooled,OHC
Number of cylinders 1
Displacement 124 cm3 (cc)
Max Power 6.4 Kw@7000rpm
(8.58hp@7000rpm)
Max Torque 9.8Nm@5000rpm (1.0kg-
m@5500rpm)

42
Air cleaner Non-woven fabric element
Transmission CVT
Starter system Self & Kick Self

Suspension
Front Telescopic
Rear Swing-arm

Brake
Front Drum brake (130 mm)
Rear Drum brake (130 mm)

Tyre Size
Front 90/100-10
Rear 90/100-10

Electrical
Spark plug CHAMPION P-RZ9HC
Battery 12V, 5Ah
Headlamp 12V 35/35W

Fuel Tank : Capacities

Tank capacity 6.4 L
Underseat space 20 L

43
 • SUZUKI GS150R

The 150cc Segment is picking up in India. Suzuki has been a little

conservative till now with its bike models. Zeus and Heat and not extra
ordinary, but it sells enough to be seen here and there a while. The company
took another step ahead with the Access 125 Scooter. Suzuki’s foray into this
segment is expected to be create similar impact in the segment with the
GS150R.

The engine of the Suzuki GS150R is said to be convenient for riding in the
city. The 150cc engine respires through a BS26 carburetter. It comes with
Throttle Positioning Sensor (TPS). GS150R's 149cc engine develops
13.8bhp of peak power at 8500rpm and 13.4Nm of peak torque 6000rpm.
According to Suzuki, GS150R will return a mileage of 48kmpl in City and
55kmpl in Highway.

The engine uses engine balancer technology to minimise vibration and

comes with a rubber damper and a balancer shaft. It has a digital
speedometer which shows gear position, fuel level, speed, odometer,
tripmeter and the tachometer is a neat dial adjacent to the digital console.

44
Name: GS150R
Type: Commuter
Top Speed: 120kph OTHER SPECIFICATIONS
Fuel Consumption: 48.00 Weight: 134.00 kg
City
Ground Clearance:160.00 mm
Fuel Consumption: 55.00 Fuel Tank: 15.50 ltrs
Highway
Wheelbase: 1340.00 mm
ENGINE SPECIFICATIONS Multi Reflector Halogen
Displacement: 149cc Headlamp:
Bulb
Four Stroke, Single Wheel Type: Die Cast Alloys
Engine:
Cylinder, SOHC Wheel Size: 2.75x18 - 100/90-18 mm
Maximum Power: 13.8 Bhp @ 8500 rpm Tubeless: NO
Maximum Torque: 13.4 Nm @ 6000 rpm
Pearl nebular black,
Gears: 6 Manual Metallic flint gray, Candy
Colors:
Bore: 57 max orange & Candy dark
Stroke: 58.6 greenish blue.
No. of Cylinders: 1
ACTIVE AND PASSIVE SAFETY
Cylinder
SOHC Telescopic, Coil Springs, Oil
Configuration: Suspension(Front):
Damped
Valve Per
2
Cylinder: Swing Arm Type Coil
Suspension(Rear):
Cooling Type: Air Cooling Spring, Oil & Gas Damped
BS26 - Throttle Brakes: Hydraulic Single Disc
Carburetor:
Positioning Sensor Brakes(Rear): 130mm Drum
Stand Alarm: NO
DIMENSIONS
Length: 2095.00 mm COMFORT AND CONVENIENCE
Width: 775.00 mm Fuel Guage: Digital
Height: 1120.00 mm Self Start: YES
Tacho Meter: Analogue
Trip Meter: Digital-1
Alloys: YES
Speedometer: Digital
Passenger
YES
Footrest:
Passenger
NO
Backrest:
Step-up Seat: YES
Pass-light: YES
Low Fuel
YES
Indicator:

45
 • SUZUKI ZEUS 125CC

Suzuki Zeus, the latest bike from Suzuki Motorcycles India Pvt Ltd has been
launched. The 125cc single cylinder Suzuki Zeus comes at a price of f Rs
46,084. The bike had a soft launch earlier this year.

Besides Suzuki Zeus, Suzuki India has another motorcycle in the Indian
market, called Suzuki Heat. Both Zeus and Heat are part of Suzuki's attempts
to come back to the Indian market, which it had left in the late 90s. During
its earlier Indian coming, Suzuki partnered TVS for its two-wheeler business.

Suzuki Zeus, packed with latest technology and styling, is an entry level bike
from Suzuki Motor Corporation. Zeus has a unique cut-line front cowl for a
much stylished, dynamic look. The bike is available in Zeus 125X and
125XU models.

46
Suzuki Zeus will be available in three colors, the company said. These are
Candy Antares Red (19A), Metallic Titanium Gold (YM3) and Pearl Nebular
Black (YAY). To manufacture Suzuki Zeus and Suzuki Heat, the company
has invested Rs 200 crore at its Gurgaon manufacturing plant. The
production capacity of the plant is 100,000 bikes per annum.

SUZUKI ZEUS 125CC FEATURES:

 Powerful Disc Brakes (front, asbestos-free)

 Bright and Big multi-reflector Halogen Head Lamp for better visibility
at night and make a dashing style statement.
 Convenient Shift indicator for adjusting fuel efficiency on different
gears.
 Advanced and Stylish Instrument Panel with Tachometer
 Uniquely styled front cowl for a dynamic look.
Stylish Under Cowl for engine protection and making a style
statement.
 Advanced 5-speed Gearbox for a smoother and comfortable ride.
 Robust all Aluminium Engine with large fins and upright cylinder for
superb cooling and style.
 Primary Kick & Auto Decompression System for effortlessly starting
the engine in any gear.
 Stylish and large fuel tank.
 Ergonomic seat design for easy ground access and minimum knee
bending.
 Helmet Holder to take the load off your head after you park the bike.

47
VEHICLE SUMMARY OTHER SPECIFICATIONS
Name: Zeus 125 Weight: 114.00 kg
Model: XCD Ground Clearance: 155.00 mm
Type: Commuter Fuel Tank: 12.00 ltrs
Top Speed: 101kph Wheelbase: 1240.00 mm
Electrical System: NA
ENGINE SPECIFICATIONS
Headlamp: NA
Displacement: 124cc
Battery Type: 9.0 KC 10HR
Four-stroke, Air-cooled,
Engine: Battery Voltage: 12V
OHC
Battery Capacity: 2.5 Ah
Maximum Power: 8.5 Bhp @ 7500 rpm
Horn: NA
Maximum Torque: 10 Nm @ 3500 rpm
Wheel Type: Alloys
Gears: 5 Speed
Wheel Size: 2.75x18 - 3.00x-18 mm
Clutch: Wet Multiplate type
Tubeless:
Bore: 53.5
Colors: NA
Stroke: 55.2
Cylinder ACTIVE AND PASSIVE SAFETY
NA
Configuration: Telescopic, Coil spring,
Engine Block Suspension(Front):
NA Oil damped
Material: Swing-arm type, Coil
Chassis Type: NA Suspension(Rear):
spring, Oil damped
Cooling Type: Air Cooling Brakes: Disc
Carburetor: NA Brakes(Rear): Drum 130mm
Stand Alarm:
DIMENSIONS
Length: 2040.00 mm COMFORT AND CONVENIENCE
Width: 770.00 mm Fuel Guage: Analogue
Height: 1125.00 mm Self Start:
Tacho Meter: Analogue
Trip Meter: Analogue-1
Alloys:
Warranty: NA
Speedometer: Analogue
Passenger Footrest:
Passenger
Backrest:
Step-up Seat:
Pass-light:

• SUZUKI HAYABUSA

48
 Suzuki bring the
Hayabusa motorcycle to India. The Hayabusa – official nomenclature is
GSX 1300R – will pave the way for Suzuki’s foray into the superbike
segment in India. Competition, however, has already arrived in the shape of
Yamaha and Ducati motorcycles in India.

Powered by a 1340cc in line 4 cylinder engine, the Suzuki Hayabusa is likely

to sport a price tag of Rs 11 lakh. The bike was launched in the first week of
September 2008. Suzuki also launched a second superbike, the GSX-R 1000
in November.

Although boasting of a top speed of 397 km per hour as per recorded figures,
the bike that will come to India will have a speed limit of 299 km per hour.
Company think that the higher figure here is from some world record
attempts, while 299 km ph would be the official top speed. Do keep in
though that superbike or not, speed limits in most parts of India are at 60
kmph, and may go up to 100 km ph on some of the expressways.

Suzuki expects only a sale of around 150 units of the Hayabusa in India per
annum.

49
 SUZUKI WARRANTY POLICY

Suzuki Motorcycle India Private Limited, (SMIPL) offers warranty for all
models manufactured in its Gurgaon plant and sold through its authorized
dealers. Suzuki Motorcycle India Private Limited reserves the right either to
replace or repair, at their authorized dealer, free of cost, those parts which
may be found on examination to have manufacturing defect within 2 years
from the date of sale (or) first 30,000 kms whichever occurs earlier of its
operation.

If any of the free or paid service is not done as per schedule, the warranty
tends to stand void. Parts of the vehicle have been subjected to misuse,
accident, and negligent treatment, use of bad quality parts which are not
manufactured (or) not recommended for use by SMIPL on their motorcycles.
Parts of the motorcycle getting rusted or their plating or painting coming off
due to atmospheric condition like Sea Breeze and Industrial Pollution.

50
Motorcycle used for any Competition (i.e.) Rallies (or) Races, if it is used for
any commercial purposes like Hiring etc. SMIPL undertakes no liability in
the matter of any consequential loss (or) damage caused due to failure of the
parts. Parts repaired (or) replaced under this warranty are warranted only for
the original warranty period of Suzuki motorcycles. Consumables like
Engine Oil, TFF Oil, Grease, used for the warranty repair are not covered
under the application of the warranty.

SHIVALIK SUZUKI

The SHIVALIK Show room has its separate service center, Here
SHIVALIK SUZUKI also have a latest service center with all
semi-automatic instruments. It maintain a unique and regular
checking of each and every bike to increase a satisfaction level of
the customers.

SHIVALIK SUZUKI strictly watch and try to lesser the time of a

customer while they give bike in to service. Mostly Customer
when come to give his bikes in service, the service procedure of
the showroom is very less and smallest so that customer will free
within 5 Minutes.

Gate Entry

51
 Receive by Service Advisor

Job Card Entry (Opening)

Estimation of Exp .

This Procedure will take just only 5 Minute then after Service of
the Bike is done.

SERVICE PROCEDURE

WASHING THE BIKE

MECHANICS / ENGINEER
(BIKE WISE)

SPARPART REQUICISION SPAREPART

SUPERVISOR (IF REQUIRED) DEPART.

FITTING OF SPARPARTS &

COMPLETE FORTHER
PROCESS

TESTING ON
ROAD

52
DELIVERY TO THE
CUSTOMER
SHIVALIK SELLING SCHEME & RESULT:

Selling scheme is a Dealers Scheme that is useful to attract the

customer towards the showroom to purchase new bike. This all
selling scheme provided to the customer is within Rs.2000. Such
Selling Scheme are:

• RTO Free
• Insurance Free
• Petrol Free Up to some K.M or some Rupees.
• Reference Sales
• DSS (Door Sales Service)
• Exchange (It is a Major tool of Scheme/Conversion)

SELLING OF SHOW ROOM:

53
Every showroom’s goal is to increase the sales. The “SHIVALIK
SUZUKI” has a great sales of bike through providing different
scheme, facility and services to the customer. The Following
figures are approximate:

• Daily 6 vehicles

• Monthly 160 Vehicles

• Yearly 1920 Vehicles.

MAJOR COMPETITORS

1) HERO HONDA MOTORS LIMITED

Hero Honda Motors Limited was established in 1984, as a joint venture

between India's Hero Group (world's largest bicycle manufacturers) and
Japan's Honda Motor Company. In 1985 production began with the launch of
its first motorcycle, the CD100, which gave 80 km to the liter. In 1987 the
engine plant was started and in 1989 the Company produced its 3,00,000th
motorcycle. In 2001 Hero Honda manufactured its 50,00,000th motorbike.
Hero Honda has a reputation of being the most fuel-efficient and the world's
single largest two wheeler Company. Shri Brijmohan Lall Munjal is the
chairman and managing director of this Company.

54
During 80s, Hero Honda became the first company in India to prove that it
was possible to drive a vehicle without polluting the roads.
The unique features like fuel conservation, safety riding courses and mobile
workshops helped the group reach in the interiors of the country. Well-
entrenched in the domestic market, Hero Honda Motors Ltd. turned its
attention overseas, and exports have been steadily on the rise.

2) Honda Motorcycles & Scooters India Private Limited

Honda motors of Japan is not a new name in the two wheeler scenario in the
country, they were in a tie up with the Firodias owned Kinetic group.
However in the late 90s they parted ways after problems arose over issues
like introduction of new models, advertising expenditure, marketing
strategies and other related issues.

In the mid 80 Honda motors of Japan joined hands with the largest bicycle
maker of India the Hero cycles to create Hero Honda which in a couple of
decades or so have gone on to become the single largest motorcycle
company in the world. Though Honda has come on its own on the Indian

55
market yet it will be providing technological support to Hero Honda for the
next ten years.

Thus presenting a unique situation in which the company will be in direct

competition with the company which it has been associated for nearly two
decades. Honda Motorcycles and Scooters India limited, a 100% subsidiary
of Honda motor company Japan eventually entered the Indian market with
Honda Unicorn in 2004.

3) BAJAJ AUTO LTD.

Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with Kawasaki
Heavy Industries of Japan to manufacture state-of-art range of latest two-
wheelers in India. The JV has already given the Indian market the KB series,
4S and 4S Champion, Boxer, the Caliber series, and Wind125
Kawasaki Heavy Industries is a Fortune 500 company with a turnover of
USD 10 billion (Rs. 45,840 crore). It has crafted new technologies for more
than hundred years.

The technologies of KHI have redefined space systems, aircrafts, jet engines,
ships,locomotive, energy plants, automation system, construction machinery,
and of course high reliability two-wheelers KHI has given the world its

56
legendary series of 600-1200cc Ninja and 1600 Vulcan bikes. Straight from
its design boards, the Kawasaki Bajaj Eliminator, India's first real cruiser
bike, redefines the pleasure of "biking" in looks as well as performance.

Bajaj is the first Indian two wheeler automobile company in the market since
1945 with the name M/s Bacharj trading corporation private limited. In 1959
M/s Bacharj trading corporation private limited change its name as Bajaj
Auto Ltd. Bajaj Auto obtains license from the Government of India to
manufacture two- and three-wheelers vehicles in 1959.

4) TVS MOTORS LTD.

TVS Motor is a leading and trusted two wheeler company began with
the vision of TVS Scooty the founder of the Sundaram Clayton Group,
the late T.S. Srinivasan - 'to design, develop and produce an affordable
moped for the Indian family.' This vision was realized in 1980 when TVS 50,
India's first two-seater moped rolled out of the factory at Hosur in Tamil
Nadu, Southern India. The company has been known for its ruggedness and
reliability.

TVS Motor has continually worked on innovation of the motorcycle

57
segment along with two wheeler range. The Suzuki Shaolin, developed by
TVS Suzuki is India's first 5-speed, 140 cc motorcycle. Another example of
the company success is TVS Scooty, a 60 cc Scooterette which keep one step
ahead of its time in India. The company is the third largest two-wheeler
manufacturer in India and ranks among the top ten globally. The company
was the first in India to launch 2-seater 50cc moped and 100cc Indo-Japanese
motorcycles. At present TVS Apache, TVS Victor, TVS Scooty,
TVS Centra and TVS Fiero are the popular bikes in Indian market.

5) YAMAHA MOTOR INDIA (YMI)

Yamaha made its initial foray into India in 1985. Subsequently, it entered
into a 50:50 joint venture with the Escorts Group in 1996. However, in
August 2001, Yamaha acquired its remaining stake as well, bringing the
Indian operations under its complete control as a 100% subsidiary of
Yamaha Motor Co., Ltd, Japan. India Yamaha Motor operates from its state-
of-the-art-manufacturing units at Faridabad in Haryana and Surajpur in Uttar
Pradesh and produces motorcycles both for domestic and export markets.
With a strong workforce of 2000 employees, India Yamaha Motor is highly
customer-driven and has a countrywide network of over 400 dealers.

58
The company pioneered the volume bike segment with the launch of its 100
cc 2-stroke motorcycle RX 100. Since then, it has introduced an entire range
of 2-stroke and 4- stroke bikes in India. Presently, its product portfolio
includes Crux (100cc), Alba (106cc) and Gladiator (125cc).

6) ROYAL ENFIELD MOTORS LTD.

Established in 1955, Royal Enfield was the brand of the

Enfield Cycle Company. Royal Enfield is one the oldest bike
on the road. The company is well known for producing
motorcycles, but they also produce bicycle, stationary
engines, lawnmowers and rifle small parts for the Royal
Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has
its headquarter situated at Thiruvottiyur, Chennai, Tamil
Nadu, India.

In 1990, Royal Enfield entered into a strategic alliance with

the Eicher Group, and later merged with it in 1994. The
annual turnover of the company is Rs.10 billion.

The corporate philosophy of Royal Enfield Motors Ltd. is built

around quality and unflinching loyalty to the customer. The

59
ruggedness and reliability of the bike is endorsed by the
army, the police, the paramilitary forces and over 500
institutions which form part of the die-hard customer base of
the Bullet, dubbed the "Rajagadi", or royal vehicle.

Royal Enfield Motors Ltd. operates out of 12 area offices, 16

depots, over 250 dealers and 150 authorized service centers
in India. The company also exports its products to over 20
countries including Canada, France, Japan, USA, Germany
and UK.

60
 INTRODUCTION:

Satisfaction is a person’s feelings of pleasure or disappointment resulting

from comparing a product’s perceived performance (or outcome) in relation
to his or her expectations. Whether the buyer is satisfied after purchase
depends on the offer’s performance in relation to the buyer’s expectations. If
the performance falls short of the expectations, the customer is dissatisfied.
If the performance matches the expectations, the customer is satisfied. If the
performance exceeds expectations the customer is highly satisfied or
delighted.

A company would be wise to measure customer satisfaction regularly

because one key to customer retention is customer satisfaction. A highly
satisfied customer generally stays loyal longer, buys more as the company
introduces new products and upgrades existing products, talks favorably
about the company and its products, pays less attention to competing brands
and is less sensitive to price, offers product or service ideas to the company,
and costs less to serve than new customers because transactions are routine.

61
When customers rate their satisfaction with an element of the company’s
performance - say, delivery. It could mean early delivery, on-time delivery,
order completeness, and so on. The company must also realize that two
customers can report being “highly satisfied” for different reasons. One may
be easily satisfied most of the time and the other might be hard to please but
was pleased on this occasion. A number of methods exist to measure
customer satisfaction.

Periodic surveys can track customer satisfaction directly. Respondents can

also be asked additional questions to measure repurchase intention and the
likelihood or willingness to recommend the company and brand to others.
Companies that do achieve high customer satisfaction ratings make sure their
target market knows it. For customer centered companies, customer
satisfaction is both a goal and a marketing tool. Although the customer-
centered firm seeks to create high customer satisfaction, that is not its
ultimate goal.

If the company increases customer satisfaction by lowering its price or

increasing its services, the result may be lower profits. The company might
be able to increase its profitability by means other than increased satisfaction
(for example, by improving manufacturing processes or investing more on
R&D). Also, the company has many stakeholders, including employees,
dealers, suppliers and stock holders.

Spending more to increase customer satisfaction might divert funds from

increasing the satisfaction of other “partners”. Ultimately, the company must

62
operate on the philosophy that it is trying to deliver a high level of customer
satisfaction subject to delivering acceptable levels of satisfaction to the other
stakeholders, given its total resources.

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. Suzuki believes that if a potential client

63
spends over half the meeting doing the talking, you're well on your way to a
sale. In SMPIL always face to face dealing with customer

2. RESPOND TO MESSAGES PROMPTLY & KEEP YOUR

CLIENTS INFORMED:

This goes without saying really. We all know how annoying it is to wait
message and you'll contact them about it as soon as possible. Even if 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 you're not able to
solve a problem right away, let the customer know you're working on it.
Suzuki always listen customer problem and solve his queries and always
have communication with customer.

3. BE FRIENDLY AND APPROACHABLE:

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

64
your clients' wishes as best you can, and at all times remain polite and
courteous.

In Suzuki showroom all workers are trained and well behave with customer.
Suzuki showroom’s staff very friendly with clients.

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.

In Suzuki all terms & conditions are clearly mentioned so that no doubt in
customer mind

65
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.

Suzuki has keep detail of all customers and make them happy on specific
occasion.

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.

Suzuki always tries to know about customer needs and make the product
according to them.

7. HONOUR YOUR PROMISES:

66
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.

OBJECTIVES OF THE STUDY

 The objective of the study is “Company image SUZUKI

MOTORCYCLES and Survey research to measure customer
satisfaction towards SUZUKI ACCESS 125.

 To determine the effects of the company image on the sales.

 To understand customer attitude towards Suzuki motorcycles and
Suzuki auto.
 To measure customer satisfaction of Suzuki Access 125 owners.

 To know the market share of Suzuki motorcycles.

 To predict the boom of automobile industry.

 To know the tastes and preferences of people.

 To find the reasons for buying Access 125.

67
  To determine the customer’s satisfaction regarding two-wheeler and

after sales service.

SCOPE OF STUDY

This study is aimed at providing SUZUKI MOTORCYCLES INDIA PVT.

LTD. with an insight on the consumer satisfaction pattern of Suzuki Access
125cc as well as the customer’s response and awareness towards the brand,
products and services of Suzuki.

The data has been analyzed and presented in a simple and precise way on the
basis of which pertinent recommendations have been made to the company
to better the services, policies and strategies of the company in India.
Companies also want the Suggestion for improvement from users
of Suzuki Vehicle & get Feedback from customer.

68
 RESEARCH METHODOLOGY

Survey research is the systematic gathering of information from respondents

for the purpose of understanding and/or predicting some aspects of the
behaviors of the population of interest. It is the most common method of
collecting primary data for marketing decisions. Survey can provide data on
attitudes, feelings, beliefs, past and intended behaviors, knowledge,
ownership, personal characteristics and other descriptive items.

Survey research is concerned with administration of questionnaires

(interviewing). The survey research must be concerned with sampling,
questionnaire design, questionnaire administration and data analysis. The
administration of questionnaire to an individual or group of individuals is
called an interview. A questionnaire is simply a formalized set of questions
for eliciting information. As such, its function is measurement and it
represents the most common form of measurement in marketing research.

The report has been prepared on the basis of information collected from
different sources. In order to achieve the objective of the project proper
research method was applied. After giving through brain storming session,

69
objectives were selected and the set on the base of these objectives, A
questionnaire was designed major emphasis of which was gathering new
ideas or insight so as to determine and bind out solution to the problems.

RESEARCH DESIGN

This study is a mix of explorative and formal methodologies adopting

monitoring and observing to study the dealerships in Ahemdabad and
communication to elicit responses from customers. This is a cross sectional
study done during the months March-May.

The study also aims at findings out the customer satisfaction level of
SUZUKI ACCESS 125cc.For the customer satisfaction study a questionnaire
was formulated containing 22 questions which were sent out for response
mainly through personal interviews of customers. Results of this step
formed the basis of the recommendations given to the company.

70
 SOURCE OF DATA
The report has been prepared as per the information
obtained from two sources. They are:
 Primary data
 Secondary data

1. PRIMARY DATA :

The primary data is that which details we collect first time from the
market and also used first time in the research. To collect the primary data
structured non disguise questionnaire is prepared. Primary Data was very
crucial to collect so as to know various past & present consumer views about
bikes/scooter and to calculate the market share of this brand in regards to
other brands. Fresh primary data was collected by taking direct filling of a
questionnaire from customer which involved face to face, all the Suzuki
customer who visited the dealership showroom for the service of their
bikes/scooters were questioned in order to find out the behavior of customer.

2. SECONDARY DATA:

Secondary data are those which has been collected by some one else and
which already have been passed through statistical process. When the

71
secondary data are sufficient, the researcher has to be satisfied with the
primary sources of data. Secondary data can be used as bases for comparison
with primary data have been collected by questionnaire. Secondary data has
been taken from internet, newspaper, magazines and companies web sites.

DATA COLLECTION METHOD

Researcher instruments is the tool by which the researcher can do research
on specific problems or objective. The most popular researcher instrument
for collection data is “Questionnaire” for a particular investigation. It is
simple for a moiled set of questions presented to respondents for their
answers. Due to this flexibility, it is most common instrument used to collect
the primary data. During the pre- testing of questionnaire, I seen the reaction
of respondents and suggestions required to make change in research
instrument.

The questionnaire contains three types of questions.

1) OPEN-ENDED QUESTIONS:-
It is helpful in knowing what is uppermost in
the mind of the respondents. It gives complete freedom to the respondent.

2) DICHOTOMOUS QUESTIONS:-
It has only two answers in form ‘yes’ or
‘no’, ‘true’ or ‘false’, ‘use’ or ‘do not use’. So the respondent is offered two
or more choice.

72
 3) MULTIPLE-CHOICE QUESTION:-
In this, the respondent is offered two or more choice.

SAMPLE DESIGN

Sampling is a process of obtaining. The information about the entire

population by examine a part of it .The effectiveness of the research depends
on the sample size selected for the survey purpose. For the customer
satisfaction study a sample of 100 persons was chosen from the Suzuki’s
dealership in Ahmedabad.

SAMPLING PLAN:

Data collected has been analyzed and interpreted by using

simple percentage method and finally the data is presented in graphs and
charts.

SAMPLING FRAME:

 Customers visiting showrooms for servicing their motorcycles

 Shopping malls, Supermarket, Markets, College parking etc

SAMPLE SITE:-

73
 The survey was conducted in Ahmedabad city.

SAMPLING UNIT:-

It means “Who is to be surveyed”. Here target population is

decided and it is who are interested to purchase “Scooter” and sampling
frame is developed so that every one in the target population has known
chance of being sampled. So the survey is conducted particularly in
Ahmedabad City.

SAMPLE SIZE:-

For the purpose of proper survey, there is need of perfect

research instruments to find out sample size for more accurate result about
buying behavior of scooter. The sample size is 100 respondents.

SAMPLING METHOD :-

A Stratified random sample is one where the

population is divided in to mutually exhaustive strata or sub-group and then a
simple random is selected within each of strata on age groups, occupation
etc. It may be noted that stratification does not means absence of
randomness. I use a simple random sampling method.

74
75
 1) AGE-WISE CLASSIFICATION

AGE (IN YEARS) NO. OF RESPONDENTS PERCENTAGE (%)

18-25 49 49
26-35 26 26
36-45 19 19
46 & ABOVE 6 6

46 & above
6%
36-45
19% 18-25
18-25 26-35
49%
36-45
46 & above
26-35
26%

ANALYSIS:

 The above pie chart is showing that the customers of Access 125 are
mainly coming from the age group of 18-25 that is around 49%
because that people of this age group are passionate and are style
freaks,
 we can say that Popularity of Access 125 is available in the age of 26-
35 (around 26%) also because of its reputation in the world market.

76
 2) GENDER-WISE CLASSIFICATION

MALE FEMALE
GENDER 71 29
PERCENTAGE (%) 71 29

FEMALE
29%

MALE
FEMALE

MALE
71%

ANALYSIS:

Above Graph shows that 71% of respondent are Male

and 29%of respondent are Female.

3) MARITAL STATUS CLASSIFICATION

77
 MARRIED UNMARRIED
MARITAL STATUS 51 49
PERCENTAGE (%) 51 49

UNMARRIED
49%

MARRIED
UNMARRIED

MARRIED
51%

ANALYSIS:

In this pie chart it is very much clear that 51% of the Access 125
Customer is mainly married & 49% unmarried, so Suzuki launch Access 125
is mostly being accepted by the family oriented people.

4) OCCUPATION-WISE CLASSIFICATION

78
 OFFICIALS STUDENTS RETIRED OTHERS
OCCUPATION 37 55 3 5
PERCENTAGE (%) 37 55 3 5

OTHERS
RETIRED
5%
3%

OFFICIALS
37%
OFFICIALS
STUDENTS
RETIRED
STUDENTS OTHERS
55%

ANALYSIS:

Once again we found that Suzuki’s major customers are the

students of colleges and schools which consists 55%, as they want something
special, new, stylish, masculine and attractive and Suzuki is providing that in
the form of Access 125.

5) INCOME-WISE CLASSIFICATION

INCOME (P.A) (IN ‘000) NO. OF RESPONDENTS PERCENTAGE (%)

75-100 2 2
100-125 18 18 79
125-150 49 49
150 & ABOVE 31 31
 75-100
2%
150 & above
31%

100-125
18%

75-100

100-125

125-150

150 & above

125-150
49%

ANALYSIS:

In the income group distribution we can analyze those

customers of Access 125 are coming from the Middle income group people
which is around 49% by including 125-150 slab of income group. It shows
that Suzuki is placing their products in the appropriate price range. As the
people of this income bracket can easily afford this two wheeler.

7) WHAT IS YOUR PRECEPTION ABOUT

SUZUKI AUTOMOBILE’S PRODUCT?

80
 VERY GOOD GOOD AVERAGE BAD
NO, RESPONDENT 14 28 56 2
PERCENTAGE (%) 14 28 56 2

BAD VERY GOOD

2% 14%

VERY GOOD
GOOD
GOOD AVERAGE
AVERAGE
28% BAD
56%

ANALYSIS:

In this pie chart it is very much clear that customer perception

about Suzuki automobile’s product is average 56% and 28% are good.

8) HOW DID YOU GET KNOW ABOUT

SUZUKI?

81
 ADVERTISEMENT FAMILY FRIEND’S DEALER’S
RESPONDENTS 44 22 18 6
PERCENTAGE (%) 44 22 18 6

FRIEND'S DEALER'S
20% 7% ADVERTISEMANT
49%

ADVERTISEMANT
FAMILY
FRIEND'S
DEALER'S

FAMILY
24%
ANALYSIS:
As we can see here the major promotional tool which is influencing the
customers is advertisements which is around 49%, after that the major source
of awareness among customers, is Family 24% & friend’s 20%.
So here we can say that Suzuki should produce better advertisements like
Access 125 and they should link their ads with the emotions of the customers
so that the brand recognition by the customers will be for long time. The
customers can still recall the punch lines of Bajaj and Hero Honda such as
HAMARA BAJAJ or HERO HONDA DESH KI DHADKAN. such should
also use such kind of heart loving lines.

82
 9) IF YOU ARE GOING TO BE A CUSTOMER
OF SUZUKI MOTORCYCLES, WHAT WILL BE
YOUR EXPECTATION?
MORE VARIETY MORE VALUE IMPROVED BETTER
FOR MONEY QUALITY SALES
SERVICE
RESPONDENTS 14 49 29 8
PERCENTAGE (%) 14 49 29 8

60
49
50

40
29
30

20 14
8
10

0
MORE VARIETY MORE VALUE FOR IMPROVED BETTER SALES
MONEY QUALITY SERVICE
ANALYSIS:

As we can see that most of customer expectation after going to be Suzuki

motorcycles product is 49% ask more value for money & 29% ask improved
quality so company should provided according to the needs and quality to the
customer.

83
 10) WHICH BRAND ACCORDING TO YOU IS
GIVING THE MOST COMPETITION TO SMPIL
IN INDIA?
HERO HONDA TVS HONDA BAJAJ
RESPONDENTS 34 9 36 21
PERCENTAGE (%) 34 9 36 21

BAJAJ
HERO HONDA
21%
34%

HERO HONDA
TVS
HONDA
BAJAJ

HONDA TVS
36% 9%

ANALYSIS:

In this pie chart we can see that in India most competition brand against
Suzuki motorcycles is Honda 36% & Hero Honda 34% so to increase market
share and fight with competition SMIPL has to give customer wide range of
product with better quality.

11) DO YOU LIKE SUZUKI ACCESS 125?

84
 VERY MUCH AVERAGE NOT SO MUCH
RESPONDENTS 54 43 3
PERCENTAGE (%) 54 43 3

NOT SO MUCH
3%

VERY MUCH
AVERAGE
AVERAGE
43%
VERY MUCH NOT SO MUCH
54%

ANALYSIS:

As we can see that 69% customer are very much like Suzuki Access 125 but
43% customer are average like Suzuki Access 125 so company has to more
improve his product.

85
 12) WHAT ABOUT THE PRICE OF SUZUKI
ACCESS 125?

HIGHLY PRICED AVERAGE PRICE LOW PRICE

RESPONDENTS 22 76 2
PERCENTAGE (%) 22 76 2

LOW PRICE
2%
0% HIGHLY PRICED
22%

HIGHLY PRICED
AVERAGE PRICE
LOW PRICE

AVERAGE PRICE
76%

ANALYSIS:

In this pie chart 76% customer are think that Suzuki Access 125 price is
average and 22% customer are think that Suzuki Access 125% price is high
so company maintain this price.

86
 13) DO YOU THINK THAT THE SUZUKI
ACCESS 125 IS CAPABLE TO ATTRACT
TODAY’S GENERATIONS?

YES NO CANNOT SAY

RESPONDENTS 69 22 9
PERCENTAGE (%) 69 22 9

CAN'T SAY
NO 9%
22%

YES
NO
CAN'T SAY

YES
69%

ANALYSIS:

In this pie chart we can se that 69% customer are think that Access 125 is
attract today’s generation and 22% are think that no so company should more
focus on today’s generation.

87
 14) WHAT IS THE BEST THING IN SUZUKI
ACCESS 125?

QUALITY STYLE/DESIGN SERVICE PRICE

RESPONDENTS 43 33 13 11
PERCENTAGE (%) 43 33 13 11

PRICE
11%

SERVICE
13% QUALITY QUALITY
43% STYLE/DESIGN
SERVICE

PRICE

STYLE/DESIGN
33%

ANALYSIS:

Above graph show that in Suzuki Access 125 the best thing is quality 43%,
style/design 33% so company should maintain his quality & style and
improved his service & price to increase satisfaction level.

88
 15) HAS IT SERVED THE PURPOSE OF
PURPOSE OF PURCHASING?

YES NO AVEARAGE CAN’T SAY

RESPONDENTS 53 12 29 6
PERCENTAGE (%) 53 12 29 6

CAN'T SAY
6%

AVEARAGE
29% YES
NO
AVEARAGE
CAN'T SAY

YES
NO
53%
12%

ANALYSIS:

We can see that 53% are satisfied 29% are average satisfied and thinks that it
is worth purchasing so it is good for company.

89
 16) SATISFIED WITH FREE SERVICE FROM
THE SHOWROOM?

YES NO
RESPONDENT 82 18
PERCENTAGE (%) 82 18

NO
18%

YES
NO

YES
82%

ANALYSIS:

In this pie chart we can see that 82% customer is satisfied with free service
from the showroom so the company showroom maintain his service &
customer relationship.

90
 17) IS SUZUKI ACCESS 125 COMFORTABLE
FOR DRIVING & JOURNEY?

YES NO AVERAGE
RESPONDENTS 73 3 24
PERCENTAGE (%) 73 3 24

AVERAGE
24%

YES
NO
NO AVERAGE
3%

YES
73%

ANALYSIS:

Above pie chart shoe that 73% customer think that Suzuki Access 125 is
comfortable for driving & journey so company should maintain quality of
Access 125 and provide safety measures to the customer.

91
 18) MAINTENANCE COST OF SUZUKI
ACCESS 125?

HIGH AVERAGE LOW

RESPONDENTS 6 39 55
PERCENTAGE (%) 6 39 55

HIGH
6%

HIGH
AVERAGE
LOW
LOW
55%
AVERAGE
39%

ANALYSIS:

In this pie chart we can that the maintenance of Suzuki Access 125 is 55%
low and 39% average so it is good for company and company should
maintain his product quality.

92
 19) DO YOU THINK THE VALUE OF MONEY
YOU SPENT ON SUZUKI ACCESS 125?

YES NO AVERAGE
RESPONDENTS 69 3 28
PERCENTAGE (%) 69 3 28

AVERAGE
28%
YES
NO
AVERAGE
NO
3% YES
69%

ANALYSIS:

Above pie chart show that after purchasing Suzuki Access 125 69%
customer are thinks that it is good value for money and 28% think that it is
average for money.

93
 20) WHAT IS YOUR LEVEL OF
SATISFACTION TOWARDS SUZUKI ACCESS
125?

0-25 25-50 50-75 75-100

RESPONDENTS 9 13 26 52
PERCENTAGE (%) 9 13 26 52

25-50
0-25 5%
3%

50-75
18%
0-25
25-50
50-75
75-100

75-100
74%

ANALYSIS:

In this pie chart we can see that customer belongs to 75-100 satisfaction
level, 18% customer belongs to 50-75 satisfaction level so it is good for
company that people like Suzuki Acess125.

FINDINGS
94
 The survey show that 56% customer are average & 28% customer are

good perception about Suzuki automobile product

 The study show that 44% respondents come to know from

“advertisement and 22% respondents purchase two wheeler from

family’s recommendation.

 The survey show that 49% customer are going to be Suzuki

motorcycles because they expectation is more value for his money and
29% are going to be improve quality product.

 The survey show that in India the most compare brand against SMPIL

is Honda 36%, Hero Honda 34% and Bajaj 21%.

 The survey shows that 54% customers are like Suzuki Access 125 and

43% are average like.

 The survey show that in the customer mind price of Suzuki Access
125 is average 76%, and 22% highly price.

 The survey show that 69% customer think that Suzuki Access is
capable to attract today’s generation.

 The survey shows those 43% customers are believed that quality is the

best thing is Suzuki Access 125.

CUSTOMER’S REVIEW

95
 The style of scooter not much impressive, I am waiting for the how the
market responds but main key is priced comparative with Honda
activa and mileage.
 Suzuki is globally known for quality, value for money & customer

satisfaction. They have taken care of every aspect. It’s a family

vehicle. Have style, comfort, safety, space & price I am sure will be at
par with competition.
 I am very much impressed by the looks, style of Access. It is likely to
be much dearer than Activa.
 Suzuki-Access-125. Its looks very nice I am sure price of scooter will

be defiantly competitive with Honda-Activa.

 I have liked the scooter. It is what I had expected to own.
I am impressed with the finish, style and quality.

SWOT ANALYSIS

96
1) STRENGTHS:

 Size and scale of parent company

 Effective Advertising Capability
 Committed and dedicated staff
 High emphasis on R & D
 Experience in the market
 Established brand
2) WEAKNESSES:

 Small showrooms
 Not much emphasis on aggressive selling
 Weak product diversity
3) OPPORTUNITIES:

 Growing premium segment

 Global expansion into the Caribbean & Central America
 Become India’s leader
 Growing premium segment.

4) THREATS:

 Cut throat competition

 Increasing number of players in the market
 Rising raw material costs
 Increasing rates of interest on finance

97
 LIMITATIONS

 This research is geographically restricted to Ahmedabad only.

Hence the result cannot be extrapolated to other places.

 The study is restricted only to the organized sector of two wheeler
industry
 The seriousness of the respondents and their ability to justify their

answers may also be a limitation.

 The sample size is small due to the specified reasons.
 Findings are based on sample survey.
 All interview questions are undisguised or direct. Hence there is a

scope for the respondents to be biased or pretentious.

 During the survey most of the respondents contacted had newly
purchased the motorcycle thus they could not respond accurately
i.e. their satisfaction level and defects in the motorcycles.
 The research is directly concerned with the study of human

preference and behavior and achieving absolute mathematical

accuracy towards this was not possible.

RECOMMENDATIONS

98
The Suggestions that are given by customers and we give
suggestions as a market researcher for Improving in a service,
advertisements. Because after selling of a vehicle customer may
has some of the problem and customer come for solve their
problem through service and company should try to give proper
service to satisfy customer by solving their problem. The
suggestions are as followed:

 As people expect more mileage per kilometer, company should

increase the mileage of the Suzuki Vehicles.
 SMIPL should increase the production capacity as the customers have
to wait for 3-4 months for delivery of the Suzuki Access.
 Company showroom should take less time for service the
vehicle.
 Company should facilitate a Scheme for servicing Old

Vehicles so that the entire customer services their vehicle at

company’s service station.
 Suzuki should introduce a low price moped.
 All parts should be available at service station. Because
sometime customer face the problem that parts are not
available.
 Company should facilitate a Scheme for servicing Old
Vehicles so that the entire customer services their vehicle at
company’s service station.

99
 Suzuki increase in advertising in mass media to promote its sales.

 Company should manufacture motorcycles which can withstand for

long time on Indian roads.

 Company should appoint a brand ambassador and also sponsor

entertainment and sports events so that the name of the company

remains in the minds of the people.
 SMPIL should implement new marketing strategies to compete with
Indian competitor
 Suzuki at the moment has a very weak product portfolio and its

products are not that visible in the market.

 Suzuki should maintain and produce the bikes in quarterly or half

yearly so that customers can avail options.

100
 CONCLUSION

Indian 2-wheeler industry is the second largest in Asia after China. After the
separation with Tvs Motors the main focus of Suzuki has been to capture the
Indian Market through its Product which are Best In terms Of Style &
Design and is trying to achieve more target of which it has laid down for the
coming years its Recent Launched Bikes like Suzuki Zeus, GS150R,
Hayabusa and Scooter Suzuki Access have shaken the market leader Like
Bajaj, Hero Honda & Honda is giving them a tough competition & soon
going Launch Few More Bikes in the market. But in a country like India
where customer generally appreciates mileage it becomes necessary for a
company like Suzuki which produces Bikes whose prices are towards the
higher end to focus on other factors to which influence the consumer choice
of Product like Prices, after sale services and many more.

After deep research, analysis and getting information about customer of

Suzuki Access 125 as formulated that Suzuki Access has success in the
market and people satisfied this product.

101
 BIBLIOGRAPHY

MAGAZINES:

 Auto India - Car & Bike Magazine

NEWSPAPERS:

 Economic Times
 Business Standard

WEBSITES:

 www.suzukimotorcycles.co.in
 www.autowebindia.com

 www.sitepoint.com
 www.automonitor.com

 www.siamindia.com

 Various Search Engines

102
 APPENDIX
(QUESTIONNAIRE)

1. Name -________________________________________

2. Age – 18-25 26-35

36-45 46 and above

3. Gender- Male Female

4. Marital Status- Married Unmarried

5. Occupation-
Officials Students
Retired Others

6. Your income (per annum) (in thousands)?

Rs. 75-100 Rs. 100-125
Rs. 125-150 Rs. 150 above

7. What is your perception about Suzuki automobile’s product?

Very good Good Average Bad

103
8. How did you get to know about Suzuki?
Advertisement Family information
Friend’s recommendation Dealer’s recommendation

9. If you are going to be a customer of Suzuki motorcycles, what will be

your expectation?
More variety more value for money
Improved quality Better after-sales service

10.Which brand according to you is giving the most competition to

SMIPL in India?

Hero Honda Tvs Honda Bajaj

11.Do you like the Suzuki Access 125?

Very much Average Not so much

12. What about the Price of Suzuki Access 125?

Highly priced Moderate/Avg price Low price

13. Do you think that the Suzuki Access 125 is capable to attract today’s
generations?
Yes No cannot say

14. What is the best thing in Suzuki Access 125?

Quality Style/design Service Price

15. Has it served the purpose of purchasing?

Yes No Average Cannot say

16. Are you satisfied with free service from the showroom?
Yes No

104
17. Is Suzuki Access 125 comfortable for driving and journey?
Yes No Average

18. Maintenance cost of Suzuki Access 125?

High Moderate/Avg Low

19. Do you think worth the value of money you spent on Suzuki Access
125?
Yes No Average

20.What is your level of satisfaction towards Suzuki access?

0-25% 25-50% 50-75% 75-100%

21.Suggestions/Feedback, if any
__________________________________________________

105