Table of content

Chapters

1. Introduction about car

2. Introduction of automobile industries

3. Introduction of maruti suzuki company
4. Theoretical background
5. Introduction of the problem
6. Research methodology
7. Data analysis & interpretation
8. Findings
9. Conclusion
10.Recommendation
11.Bibliography
12.Questionnaire
 CHAPTER 1

INTRODUCTION ABOUT CAR

1.1 BIRTH OF THE CAR.

1.2 ADVEVNT OF THE CAR IN INDIA.
1.3 EVENT&MILESTONE OF THE CAR
1.1 BIRTH OF THE CAR :
The birth of the car as we know it today occurred over a period of
years. It was only in 1885 that the first real car rolled down on to the
streets. The earlier attempts, though successful, were steam powered
road-vehicles.

The first self-propelled car was built by Nicolas Cugnot in 1769

which could attain speeds of upto 6 kms/hour. In 1771 he again designed
another steam-driven engine which ran so fast that it rammed into a wall,
recording the worlds first accident.

In 1807 Francois Isaac de Rivaz designed the first internal

combustion engine. This was subsequently used by him to develop the
worlds first vehicle to run on such an engine, one that used a mixture of
hydrogen and oxygen to generate energy.

This spawned the birth of a number of designs based on the

internal combustion engine in the early nineteenth century with little or
no degree of commercial success. In 1860 thereafter, Jean Joseph Etienne
Lenoir built the first successful two-stroke gas driven engine. In 1862 he
again built an experimental vehicle driven by his gas-engine, which ran at
a speed of 3 kms/hour. These cars became popular and by 1865 could be
frequently espied on the roads.

The next major leap forward occurred in 1885 when the four stroke
engine was devised. Gottileb Damlier and Nicolas Otto worked together
on the mission till they fell apart. Daimler created his own engines which
he used both for cars and for the first four wheel horseless carriage. In the
meanwhile, unknown to them, Karl Benz, was in the process of creating
his own advanced tri-cycle which proved to be the first true car. This car
first saw the light of the day in 1886.
 The season of experiments continued across the seas in the United
States where Henry Ford began work on a horseless carriage in 1890. He
went several steps forward and in 1896, completed his first car, the
Quadricycle in 1896. This was an automobile powered by a two cylinder
gasoline engine. The Ford Motor Company was launched in 1903 and in
1908 he catapulted his vehicle, Model T Ford to the pinnacle of fame.
Continuing with his innovations, he produced this model on a moving
assembly line, thus introducing the modern mass production techniques
of the automobile industry.

The modern car, therefore comes from a long list of venerated

ancestors, and its lineage will, hopefully

1.2 ADVENT OF CARS IN INDIA :

From the singsong rhythm of the bullock cart
to the jet-age, India has traveled a long way. An
average Indians dream car may not be the design-
savvy Honda or the stately limousine, but he sure can
dream, and afford, the Maruti now.

It was in 1898 that the first motorcar rode down

Indias roads. From then till the First World War, about 4,000 cars were
directly imported to India from foreign manufacturers. The growing
demand for these cars established the inherent requirements of the Indian
market that these merchants were quick to pounce upon.

The Hindustan Motors (HM) was set up in 1942 and in 1944,

Premier Autobackmobile (PAL) was established to manufacture
automobiles in India. However, it was PAL who produced the first car in
India in 1946, as HM concentrated on auto components and could
produce their first car only in 1949.

It was left to another company, Mahindra and Mahindra (M&M) to

manufacture sturdier utility vehicles, namely the American Jeep.

In the 50s, the Government of India granted approval to only 7 car

dealers to operate in India - HM, API, ALL, SMPIL, PAL, M&M and
Telco. he protectionist policies continued to remain in place. The 60s
witnessed the establishment of the two-three wheeler industry in India
and in the 70s, things remained much the same.

Since the 80s, the Indian car Industry has seen a major resurgence
with the opening up of Indian shores to foreign manufacturers and
collaborators.

The 90s have become the melting point for the car industry in
India. The consumer is king. He is being constantly wooed by both the
Indian and foreign manufacturers. Though sales had taken a dip in the
first few months of 1999, it is back to boom time. New models like
Marutis Classic, Alto, Station Wagon, Fords Ikon, the new look
Mitsubishi Lancer are all being launched with an eye on the emerging
market.

In these last years of the millennium, suffice it is to say that Indian

cars will only grow from strength to strength.
1.3 Events and Milestones :
A behind- the- scenes look into the making of one of India's most
vibrant industries. The landmarks along the
way...

1928- The first imported car was seen on Indian

roads

1942- Hindustan Motors incorporated

1944- Premier automobiles started

1948- First car manufactured in India

1953- The Government of India decreed that only those firms which have
a manufacturing program should be allowed to operate

1955- Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M
and TELCO received approval.

1960 - 1970 - The two, three wheeler industry established a foothold in

the Indian scenario.

1970 - 1980 - Not much change was witnessed during this period. The
major factors affecting the industry were the implementation of the
MRTP Act( Monopolies and Trade Restrictive Practices Act), FERA
(Foreign Exchange Regulation Act) and the Oil Shock of 1973 and 1979.

1980 - 1990 - The first phase of liberalization was announced by the

Govt. -With the liberalization of the Government's protectionist policies,
the advantages hitherto enjoyed by the Indian car manufacturers like
monopoly, oligopoly, slowly began to disappear.
 This period is also marked by the entry of a large number of firms
in the market. 4 Japanese manufacturers entered the Commercial Vehicle
and Two- Wheeler market.

The Government agreed to the demand for allowing foreign

collaboration in the automobile sector

The industry witnessed a resurgence due to major policy changes

like relaxation in MRTP and FERA, delicensing of some ancillary
products, broad banding of the products and modification in the licensing
policy. Also, the concessions it gave to the private sector and the new
foreign collaboration policy, all resulted in higher growth and better
performance of the industry than in the earlier decades.

The Government of India tied up with Suzuki Inc. of Japan which

produced India's most successful car- the Maruti.

1991 - Under the Govt.'s new National Industrial Policy, the license raj
was dispensed with, and the automobile industries were allowed to
expand freely.

1993 - With the winds of liberalization sweeping the Indian car market,
many multinationals like Daewoo, Peugeot, general Motors, Mercedes-
Benz and Fiat came into the Indian car market.

1997 - The National Highway Policy was announced which will

hopefully have a positive impact on the automobile industry. The
Government also laid down the emission standards to be met by car
manufacturers in India in the coming millennium. There were two
successively stringent emission levels to be met by April 2000 and April
2005, respectively. These norms were benchmarked on the basis of those
already adopted in Europe, hence the names Euro I (equivalent to India
2000) and the Indian equivalent of Euro II.

1999 - The Honble Supreme Court passed an order directing all car
manufacturers to comply with Euro I emission norms (India 2000 norms)
by the 1st of May, 1999 in National Capital Region(NCR) of Delhi. The
deadline was later extended to 1st June, 1999.
 CHAPTER 2

INTRODUCTION OF AUTOMOBILE
INDUSTRIES

2.1 HISTORY OF THE AUTOMOBILE INDUSTRY

2.2 MAJOR PLAYER IN AUTOMOBILE INDUSTRY
2.3 ASSOCIATION
2.1 HISTORY OF THE AUTOMOBILE INDUSTRY :
The Indian automobile component industry has finally begun to
emerge on its own. It has begun to take major steps towards making
world class Quality Systems by imbibing the ISO 9000/QS 9000 Quality
Systems. Exports have been to the tune of 10% of output in the last
decade.

Exports grew from US$296 in 1995-96 to US$311 in 1996-97. The

principal export items included tractor parts, motorcycle parts, piston
rings, fuel injection parts, radiators, headlamps, auto bulbs etc.

However, this section has been long neglected and does not get the
due it deserves. We end these lacunae by putting up a whole segment on
this important industry. read on about details on the major auto parts, their
dealers, the places they are manufactured...
 2.2 MAJOR PLAYERS IN AUTOMOBILE INDUSTRY :

Bajaj Auto Daewoo Motors Eicher Motors Ford

General Hindustan
Hero Honda Hero Motors
Motors Motors
Kinetic
Hyundai Ind Auto Ltd. LML
Engineering
Maruti Udyog
Mahindra Royal Enfield Telco
Ltd.
Swaraj Mazda
TVS Suzuki Volvo DC Designs
Ltd.

These are the companies that bring to us our dream machines. This
is where it all starts from; the bourgeoisie Maruti 800, the upmarket
Astra, the stately Mercedes, the 'Indian' Indica, the racy Hero Honda, the
Tata truck and the rest.

Wend your way through the automobile companies, their history

and product lines. Find out hitherto unknown facts about the vehicles you
use. Did you know that the Hindustan Motors was the first vehicle
manufacturing company to be set up in India? And it is the same
Hindustan Motors which manufactures both the sturdy Ambassador and
the elegant Lancer, in association with Mitsubishi of course.

We present information on all the manufacturers that are part of the

Indian automobile industry. Make this your one stop auto info bank.
2.3 ASSOCIATIONS :

Society of Indian Automobile Manufacturers (SIAM)

The Society of Indian Automobile Manufacturers (SIAM) is the

apex national association representing the Auto Industry...
The Automotive Component Manufacturers Association of
India(ACMA)
The Automotive Component Manufacturers Association of India
(ACMA), with a membership of over 365 companies, has been the
Indian auto component industry's spokesman for the last 38 years.
The Western India Automobile Association (WIAA)
The Western India Automobile Association (WIAA) was founded
on October 15th 1919 and today is the largest and the oldest
motoring body with over forty-eight thousand members and a
network of 7 branches in 4 states of Western India.
Federation of Automobile Dealers Associations (FADA)
This is the first Indian Association formed by the dealer
community in January 1964 and signified the urge of India's
automobile dealer community to have their own identity and a
national organization of their own.
Association of International Automobile Manufacturers, Inc
(AIAM)
Members of the Association of International Automobile
Manufacturers, Inc. (AIAM) distribute world-class passenger cars,
multipurpose passenger vehicles, and light trucks in the United
States.
 CHAPTER 3

INTRODUCTION OF MARUTI SUZUKI

COMPANY

3.1 HISTORY OF MARUTI SUZUKI COMPANY

3.2 TRANSFER OF TECHNOLOGY OF THE MARUTI SUZUKI
COMPANY
3.3 ETHOS OF THE MARUTI SUZUKI COMPANY
3.4 VISION OF THE MARUTI SUZUKI COMPANY
3.5 REGISTERED AND CORPORATE OFFICE
3.1 HISTORY OF MARUTI SUZUKI COMPANY :
Maruti Udyog Limited (MUL) was established in Feb 1981
through an Act of Parliament, to meet the growing demand of a personal
mode of transport caused by the lack of an efficient public transport
system.

Suzuki Motor Company was chosen from seven prospective

partners worldwide. This was due not only to their undisputed leadership
in small cars but also to their commitment to actively bring to MUL
contemporary technology and Japanese management practices (which had
catapulted Japan over USA to the status of the top auto manufacturing
country in the world).

A license and a Joint Venture agreement were signed between Govt

of India and Suzuki Motor Company (now Suzuki Motor Corporation of
Japan) in Oct1982.

The objectives of MUL then were:

Modernization of the Indian Automobile Industry.
Production of fuel-efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles which was necessary
for economic growth
Maruti created history by going into production in a record 13
months.
On 14 December 1983, the then Prime Minister of India,
Mrs Indira Gandhi, released the first vehicle for sale by
handing over the keys of a Maruti 800 to Mr.Harpal Singh
of Delhi.
 Volume targets were routinely exceeded, and in March 1994, we
became the first Indian company to produce over one million
vehicles, a landmark yet to be achieved by any other car company
in India. Maruti is the highest volume car manufacturer in Asia,
outside Japan and Korea, having produced over 4 million vehicles
by April 2003.

Maruti (subsidiary of Suzuki), has made profits every year since

inception except 2000-01. In 2001-02, we made a profit (before tax) of Rs
1183 million. In 2002-03, the profit (before tax) rose to Rs 2821 million,
recording a growth of 138.4%over the previous year.

Maruti revolutionized the way Indians looked at cars. "No other car
company so completely dominates its home market" - (The Economist).
MUL is the first and only car company in the world to lead its home
market in terms of both market share and in the JD Power Customer
Satisfaction study (JD Power Asia Pacific 2000 India Customer
Satisfaction studies). It is also the only car company in the world to be
Top ranked four times in a row (2000, 2001, 2002 & 2003).

Maruti-Suzuki Autocross 2004

In it's 5th year, Maruti-Suzuki Autocross 2004 was organized at
Noida from 6th - 8th Feb, 2004. 135 rally enthusiasts participated in the
event including 3 women drivers. The Maruti Suzuki Autocross 2004
may have thrown up its usual share of winners, but none of the 135
participants lost out on the sheer excitement.

The 1.5 km twin dust tracks comprised of a bridge as a unique

feature. With two cars racing simultaneously, it was sheer excitement to
watch one car going over the bridge & the other under it. The track was
designed in such a way that while racing, cars change tracks
automatically & in the next lap the car which had gone over the bridge
goes under it & vice versa. The race was based on best timing in the
qualifying & pre-quarterfinals & elimination procedure in quarterfinals,
semi-finals &finals.

Six of the Maruti's models were in the fray -- Baleno, Esteem,

Gypsy, Alto, Zen and Maruti 800. Maruti Zen witnessed max. no. of
entries followed by Esteem & Baleno.

Professionals included 6 times National champion & Formula 3

winner N. Leelakrishnan from Coimbatore, 2003 National Champion
Vikram Mathias from Ooty, Sunny Sidhu - defending champion Maruti
Suzuki Autocross 2003 & winner Maruti-Suzuki Raid-de-Himalaya 2003;
Sandeep Sharma, winner Maruti Suzuki Autocross 2002, Anil Wadia,
winner Rally Desertstorm 2003 proved to be the scene stealers in the
contest. Equally noteworthy is the fact that all models from the Maruti
stable negotiated the bends and the hurdles without much ado.

Another first this year was the 'Race of Champions' where winners
of each category raced on similar stock cars (without any modification).

Maruti-Suzuki Autocross is a close circuit racing on an artificially

created track full of dips, bumps & hairpin bends to test the driving skills
of participants. It also provides a platform for new players to emerge in
Motorsports arena.
3.2 TRANSFER OF TECHNOLOGY OF THE MARUTI SUZUKI
COMPANY :
Every minute two vehicles roll out of the Maruti Plant. It is
therefore imperative that the transfer of contemporary technology from
our partner Suzuki is a smooth process.

Great stress is laid on training and motivating the people who man
and maintain the equipment, since the best equipment alone cannot
guarantee high quality and productivity.

From the beginning it was a conscious decision to send people to

Suzuki Motor Corporation for on-the-job training for line technicians,
supervisors and engineers. This helps them to imbibe the culture in a way
that merely transferring technology through documents can never
replicate. At present 20% of our workforce have been trained under this
programme

3.3 ETHOS OF THE MARUTI SUZUKI COMPANY :

Our employees are our greatest strength and asset. It is this underlying
philosophy that has moulded our workforce into a team with common
goals and objectives. Our Employee-Management relationship is
therefore characterised by:
Participative Management.
Team work & Kaizen.
Communication and information sharing.
Open office culture for easy accessibility
 To implement this philosophy, we have taken several measures like a
flat organisational structure. There are only three levels of responsibilities
ranging from the Board Of Directors, Division Heads to Department
Heads. Other visible features of this philosophy are an open office,
common uniforms (at all levels), and a common canteen for all.

This structure ensures better communication and speedy decision

making processes. It also creates an environment that builds trust,
transparency and a sense of belonging amongst employees

3.4 VISION OF THE MARUTI SUZUKI COMPANY

The Leader in
The Indian AutomobileIndustry,
Creating Customer Delightand Shareholder's Wealth;
A pride of India.
Our Core values:
Customer Obsession
Fast, Flexible and First Mover
Innovation and Creativity
Networking and Partnership
Openness and Learning
3.5 Registered and Corporate office
11th Floor, Jeevan Prakash, 25,
Kasturba Gandhi Marg, New Delhi - 110001,
India 91-11-23316831 (10 lines)
Fax: 91-11-23318754, 91-11-23713575Telex: 031-65029 MUL IN
Works
Palam Gurgaon Road, Gurgaon -122015,
Haryana, India 91-124-2340341-5, 91-124-2341341-5,
Voice Mail 91-124-2346721
Engineering 91-124-2399004, 91-124-2340367
Fax: 91- 124-2341304 (ENGG), 91-124-2341404 (SUPPLY CHAIN),
91-124-2342617 (PRODN), 91-124-2341411 (P&P), 91-124-2340078
(S&D), 91-124-2341408 (SPARES), 91-124-2341402 (PROJECTS),91-
124-2340338 (FINANCE)
Maruti Customer Information Center
1600 11 1515 (Toll Free) -- accessible to MTNL and BSNL subscribers
only (0)98118-01515 -- accessible to mobile phone users and
subscribers of Touchtel, WLL, Tata etc. Please note that the calls to this
mobile number will not be Toll-Free
Service presently available in Delhi, Gurgaon, Mumbai, Chennai,
Bangalore and Hyderabad
Regional offices

East
For the States: Eastern Madhya Pradesh, Orissa, West Bengal, Bihar,
Andaman & Nicobar
L & T CHAMBERS
4th FLOOR,16,CAMAC STREETKOLKATA-700 016 91-33-
22835252/53/54/60/62/63
Fax: 91-33-22835261 Telex: 021-8045

North East
For the States: All North East States403,
Orian Towers,Christian Basti, G.S. Road,
Guwahati (Assam) 91-0361-2344140, 2340850, 2340605 (all telefax)
North 1
For the States: Delhi, Rajasthan, Uttar Pradesh (NCR) and parts of
Western UP, parts of Haryana
New Delhi:6th Floor,
Hansalaya Building, 15 Barakhamba Road,
New Delhi - 110001 91-11-23325329/5625/5342/5369, 23736612
Fax: 91-11-23325375 Telex: 031-65528
North 2
For the States: Haryana, Chandigarh, H.P., J&K, Punjab, Chandigarh
Sector 8-C, SCO 39-40
Madhya MargChandigarh - 160018 91-172-780057,781352
Fax: 91-172-548234Telex: 0395-545
Central
For the States: Central and Eastern Uttar Pradesh, North and West
Madhya Pradesh
Ground Floor, Block B-1,
Pickup Building, Vibhuti Khand, Gomtinagar
Lucknow - 226 010. 91-0522-2720931/32/33/34 (all telefax)
South 1
For the States: Tamil Nadu, Kerala and Pondicherry
7th Floor, Capital Towers,180,
Kodambakkam High Road,
Nungambakam,Chennai - 600034 91-44-28233050-53,
Fax: 91-44-8112059
South 2
For the States: Andhra Pradesh, Karnataka
204, 2nd Floor, "Embassy Classic" Vittal Mallya Road
Bangalore - 560 001 91-80- 2127384, 2127385, 51120017, 51120018 &
51120018
Fax: 91-80-2996647
Area Office: Andhra Pradesh
603/2 , 6th FloorWhite House (Block -1)6-3-1192/1/1,
Kundan BaghBegumpet,
Hyderabad - 500 016 91-40- 55250102, 55250203
West-1
For the States: Maharashtra, Goa, Daman & Diu
602, Madhava Building, Bandra-Kurla Complex,Bandra(E),
Mumbai - 400051 91-22-Tel: 91-22-26590165/0286/0290/0291
Fax: 91-22- 26590285Telex: 011-73522

West 2
For the State: Gujarat
505, Satkar Complex, Behind Swagat Building, Off
C G Road, Navrangpura,
Ahmedabad - 380 009. 91-79-26408416, 91-79-26408472,91-79-
26408478
Fax: 91-79-26408471
 CHAPTER 4

THEORETICAL BACKGROUND

4.1 CUSTOMER SATISFACTION THEORY

4.1 CUSTOMER SATISFACTION THEORY :
Whether the buyer is satisfied after purchase depends on the offers
performance in relation to the buyers expectations.

Satisfaction is a persons fallings of pleasure or disappointment

resulting from comparing a products perceived performance 9or
outcome) in relation to his or her expectations.

As this definition makes clear, satisfaction is a function of

perceived performance and expectation. If the performance falls short of
expectations, the customers, the customer is dissatisfied. If the
performance matches the expectations, the customers are satisfied. If the
performance exceeds expectations, the customers are highly satisfied or
delighted.

Many companies are aiming for high satisfaction because

customers who are just satisfied still find it easy to switch when a better
comes along. Those who are highly satisfied are much less ready to
switch. High satisfaction or delight creates an emotional bond with the
brand, not just a rational performance. The result is high customer loyalty.
Xeroxs senior management believes that a very satisfied or delighted
customer is worth 10 times as much to the company as a satisfied
customer. A very customer is likely to stay with Xerox many more years
and buy more than a satisfied customer will.

There are five major factors, which affected satisfaction of the car
namely: -
1. Problems Experienced:
 Contributing to 35% of the CSI score, this factor measures the
quality of the car in terms of the number of repair problems that
cropped up and how often it was returned for re-service.

2. Service Advisor:
Which related to ability of the services advisor to ability of the
service advisor to understand the problem and his promptness in
attending to the customer, contributing to 28% of the CSI Score.

3. Service Performance:
Measures the quality of the service performed as well as the
dealers ability to fix a problem on the first visit. It has a weightage of
26% in the CSI score and also considers how easily spare parts are
available when required.

4. Service Timing:
Affecting the score by just 6%, this time taken for a service or
repair job was responsible and if the vehicle was ready at the time
promised.

5. Facility Appearance: -
Deals with the appearance of the customer lounge at the dealership
and the look and cleanliness of the service area. This factors has the
least impact CSI score at Just 5%
 CHAPTER 5

INTRODUCTION OF THE PROBLEM

5.1 PROBLEM INDENTIFICATION

5.2 OBJECTIVE OF THE STUDY
5.3 SCOPE OF THE STUDY
5.4 LIMITATION OF THE STUDY
5.1 PROBLEM IDENTIFICATION.
I have conducted the research study at Dhru Motors. It is
authorized dealer of Maruti Suzuki Company,

Now, Dhru Motors wants to know the customer satisfaction level

of the Marutis four-wheeler with respect of the customer performance
and expectation and to know the improvement under taken by close
competition of Marutis four wheeler

PROBLEM DEFINATION
To measure the satisfaction level of Marutis four-wheeler after
sales, service provided by dhru motors with special concentration in Surat
city within two-month special research study.
5.2 OBJECTIVE OF THE STUDY :
To find out customer performance and expectation.
To know customer bahavior, habit.attudes toward Marutis
four wheeler
To understand the position of the competitors
To determine customer satisfaction level of Marutis four
wheeler
To know the reason why customer buy Marutis four wheeler
To know the purchasing criteria of customers

5.3 SCOPE OF THE STUDY.:

 In today, we have to make each and every step with full care
because competition hit the market at anytime.
So for future growth and surviving in competition. this study is
useful to know satisfaction level if the customer of Marutis four wheeler
and its competitors. The customer of Marutis four wheeler can also know
the satisfaction level and its competitors.
Customer satisfaction level can be known from this
study and find out barriers.
Market potentiality can also be judge from this study
Company can improve the market share through
satisfaction of customer.
5.4 LIMITATION OF THE STUDY.:
A good report describes and explains the results derived at through the
study. As a result, whatever limitation occurs in the study, also creep into
the report and become the limitations of the report. In Short, it can be said
that a study is as accurate as the limitations of its study. Every project has
its own limitations and so did mine. I have listed a few of the limitation
of my studies below:

1. The survey was limited only to the physical boundaries of the city
of Surat and there by limited in the population studied.
2. The time period of the survey being only two months, it was not
possible to conduct a highly in-depth and detailed study, which in
turn might affect the findings.
3. Different people have different thought process and different
attitudes. As a result, their manner of answering the questions of
the study differs. Therefore, the answers received were sometimes
good while sometimes they were negative.
4. Due to unavoidable circumstances, the study had to be stopped
mid-way for some time.
 CHAPTER 6

RESEARCH METHODOLOGY

6.1 THEORY OF RESEARCH METHODOLOGY

6.2 RESEARCH DESIGN
6.3 METHOD Of DATA COLLECTION
6.4 SAMPLING PLAN
6.1 THEORY OF RESEARCH METHODOLOGY:
This is chapter explain various methods & techniques used in this
research study with their suitability. This part of the research report is
very much important because it explain the methods; concept &
procedures followed by the researcher study the problem. It is helping to
the reader to understand whole the easily.
As marketing research does not address itself to basic or
fundamental question. It does not quality as basic research on the country,
It tackles problem, which seem to have immediate commercial potential.
In view of this major consideration. Marketing research should be
regarded as applied research. We may also say that marketing research is
of both types-problem solving and problem oriented.
Marketing research is a systematic and objective study of problem
pertaining to the marketing of goods and service.It may be emphasized
that is it not restricted to any particular area of marketing but is applicable
to all its phases and aspects
The American Marketing Association (AMA) has defined
Marketing research follows Marketing research is the function which the
consumer, Identify and define marketing opportunities &problems;
generate, refine and Evaluate marketing actions; monitor marketing
performance; and improve Understanding of a market as a process.
Marketing Research specified the information required to Address
these issues; designs the method for collecting information. Managers
and Implements the data collection process; analyses the results; the
Communications the findings and their implications.
6.2 RESEARCH DESIGN:
A research design in the specification of methods and procedures
for acquiring the needed information it is the over all operational pattern
of frame work of the project that stipulates what information is to be
collected from which sources by what procedures
To achieve objectives of my project study I have selected the
exploratory research & also the causal research.

6.3 METHOD Of DATA COLLECTION :

There are two types of data
Primary data: -
Primary data is the data which is collected by the research at first hand.

Sources
To collect primary data the questionnaire system is uses through
market survey.Structured non disgusisd questionnaire is applied in which
question question are listing in prearranged on paper and where the object
of inquiry is revealed to the respondent I have contected the customer and
interviwed them by personally & by telephones.The analysis of the
collected data through questionnaire is given in the later part of the
project.
Secondary data
Secondary data whether internal or external is the data already
collected by others for propose other then solution of the problem at
hand
Secondary sources are
 Internal sources:
Internal guide
(Prof Vasudev Modi)
Sales executive of the Dhru Motors
External sources
Various marketing books
www.maruti udhyog.com
PRE-TESTING
A pre- testing is small-scale replica of the main study. it dresses a
rehearsal and provides guidance on the following matter.
1. The adequacy of the sampling frame to be followed for the survey.
2. It helps the researcher in selecting the data collection method.
3. It gives prior knowledge about the population to be sampled.
4. The pre0testing helps the researcher in checking the validity of the
questionnaire and in redesigning of the same.
5. It also provides training to the researcher for interviewing.

6.4 SAMPLING PLAN :

A number of decision & task are include in sampling and it is the
procedure required right from defining a population selection of sample
element.
Define the population: -
The population id defined in terms of Element, Sampling units, Extent
,Time
Element: -Owner of Maruti four wheeler
Sampling unit: -Businessman,Professional,salaried,student.
Extent: -Surat city
Time: -15th January to 15th March,2004
 Sampling Frame
I have taken whole Surat city as sample frame for conducting
research.
Sampling Method
I have used proportionate random sampling to select the respondent
from the entire population
I have conducted a pilot survey by interviewing 20 respondents.
Select randomly, it is helpful in finalization of the questionnaire
and also in knowing standard error or core element. How this survey has
became useful to me in deciding the sample size
Sample size decision
As the study is related to satisfaction level with reference to surat city.I
have taken the formula as follow:
Where:
p=probability of success
q= probability of failure
z= confidence level
e=Tolerable error
To decide the value of above-mentioned variable. I have analysis the pilot
survey and result emerged is as
No of
Result Percentage
respondent
Satisfy 15 75%
Dissatisfy 5 25%
Total 20 100%

100% confidence level is not possible because of large size of population.

So I have taken 95% confidence to overcome this limit maintain
accuracy.
I have decided to accept 5% error in my sample from the true population
mean, as it is also tolerable by the company. I get the following sample
size through the equation

Sample Size N=p*q (z/e) 2

= (0.75)*(0.20)*(1.96/0.05) 2
= 0.75*0.25(39.2)2
= 288.12
300
 CHAPTER 7

DATA ANALYSIS & INTERPRETATION

7.1 OVERALL SATISFACTION LEVEL OF MARUTI-800

7.2 OVERALL SATISFACTION LEVEL OF ALTO
7.3 OVERALL SATISFACTION LEVEL OF ZEN
7.4 OVERALL SATISFACTION LEVEL OF WAGON-R
7.5 OVERALL SATISFACTION LEVEL OF OMNI
7.6 OVERALL SATISFACTION LEVEL OF ESTEEM
7.7 SATSFACTION LEVEL ACCORDING TO OCCUPATION
7.8 SATSFACTION LEVEL OF M-800 V/S FEATURES
7.9 SATSFACTION LEVEL OF ZEN V/S FEATURES
7.10 SATSFACTION LEVEL OF ALTO V/S FEATURES
7.11 SATSFACTION LEVEL OF WAGON R V/S FEATURES
7.12 SATSFACTION LEVEL OF OMNI V/S FEATURES
7.13 SATSFACTION LEVEL OF ESTEEM V/S FEATURES
 7.1 OVERALL SATISFACTION LEVEL OF
MARUTI800 :
The total numbers of the respondents are 75 in the collection of the
data so according to that the data is classified are as below in the table:

During sales Level of satisfaction

During Delivery of car
Question Discussion of product
No of No of
No of
Respondent In (%) In (%) Respondent In (%)
Respondents
s s
Excellent 53 70% 55 73% 56 75%
Good 15 20% 12 16% 12 16%
Average 07 10% 05 07% 07 09%
Poor 00 00% 03 04% 00 00%
TOTAL 75 100% 75 100% 75 100%

Overall Satisfaction of M-800

During sales
80% discussion
Percentage of
Rsapondent

60%
During dalivery
40%
of the car
20%
Level of
0%
satsfaction in
Excellent Good Average Poor product
Satisfaction Level

Comment :
Above graph shows that the customer are highly satisfy because of the
maintenance of the car is low compared to other car. some percentage of
car owner is average satisfy because of the ride. handling and braking of
the car.
 7.2 OVERALL SATISFACTION LEVEL OF ALTO :
The total number of the respondent is 50 in the collection of the
data so according to that the data is classified are as below in the table:

Level of
During sales During Delivery of
Question satisfaction of
Discussion car
product
No of
No of No of In In
In (%) Responde
Respondents Respondents (%) (%)
nts
Excellent 38 76% 40 80% 35 70%
Good 08 16% 05 10% 10 20%
Average 04 08% 05 10% 03 06%
Poor 00 00% 00 00% 02 04%
100 100
TOTAL 50 100% 50 50
% %

Overall Satisfaction of Alto

Percentage of Respondent

80%
During sales discussion
60%
during dalivery of the car
40% level of satsfaction in
product
20%

0%
Excellent good average poor
Satisfaction level

Comment :
Above graph shows that the customer of the alto are average satisfy
because of the fewest problem on feathers and control of the in this car
 7.3 OVERALL SATISFACTION LEVEL OF ZEN :
The total number of the respondent is 50 in the collection of the
data so according to that the data is classified are as below in the table:

Level of
During sales During Delivery of
Question satisfaction of
Discussion car
product
No of
No of No of
In (%) In (%) Respond In (%)
Respondents Respondents
ents
Excellent 40 80% 45 90% 38 76%
Good 08 16% 04 08% 08 16%
Average 02 04% 01 02% 03 06%
Poor 00 00% 00 00% 01 02%
TOTAL 50 100% 50 100% 50 100%

Overall Satisfaction of zen

100% During sales

Percentage of

discussion
Rsapondent

80%
60% During dalivery
40% of the car

20% Level of
0% satsfaction in
product
Excellent Good Average Poor
Satisfaction Level

Comment :
Above graph shows that the customer are highly satisfy because the three
categories namely vehicle interior,trasmission and engine
 7.4 OVERALL SATISFACTION LEVEL OF WAGON-R :
The total number of the respondent is 60 in the collection of the
data so according to that the data is classified are as below in the table:

During sales During Delivery of Level of satisfaction

Question Discussion car of product
No of
No of In No of In
Respondent In (%)
Respondents (%) Respondents (%)
s
Excellent 40 67% 45 75% 55 92%
Good 15 25% 10 17% 03 05%
Average 05 08% 05 08% 02 03%
Poor 00 00% 00 00% 00 00%
100
TOTAL 60 100% 60 60 100%
%

Overall Satisfaction of Wagon R

During sales
100%
discussion
Percentage of

80%
Respondent

60% During dalivery

40% of the car
20%
0% Level of
Excellent Good Average Poor satsfaction in
Satisfaction Level product

Comment :
Above graph shows that the customer of wagon r are highly satisfy
because of true testament to the culture of continuous improvement which
Suzuki has put in at Maruti. It has performed particularly well are
vehicle exterior, followed by engine
 7.5 OVERALL SATISFACTION LEVEL OF OMNI :
The total number of the respondent is 50 in the collection of the
data so according to that the data is classified are as below in the table:

During sales During Delivery of Level of satisfaction

Question Discussion car of product
No of No of
No of
Responden In (%) Responden In (%) In (%)
Respondents
ts ts
Excellent 35 70% 40 80% 30 60%
Good 10 20% 08 16% 10 20%
Average 05 10% 02 04% 03 06%
Poor 00 00% 00 00% 07 14%
TOTAL 50 100% 50 100% 50 100%

Comment :
Overall Satisfaction of omni
During sales
100%
discussion
Percentage of

80%
Rsapondent

60%
During dalivery
of the car
40%
20%
Level of
0%
satsfaction in
Exce llent Good Average Poor
product
Satisfaction Leve l

Above graph shows that the omni car customer are average satisfy
Because of the problems in ride,handlingand seats. of this vehicles
 7.6 OVERALL SATISFACTION LEVEL OF ESTEEM :
The total number of the respondent is 15 in the collection of the
data so according to that the data is classified are as below in the table:
During sales During Delivery of Level of satisfaction
Question Discussion car of product
No of No of
No of
In (%) Responden In (%) Respondent In (%)
Respondents
ts s
Excellent 10 67% 12 80% 11 74%
Good 03 20% 02 13% 02 13%
Average 02 13% 01 07% 02 13%
Poor 00 00% 00 00% 00 00%
TOTAL 15 100% 15 100% 15 100%

Overall Satisfaction of Esteem

During sales
100% discussion
Percentage of

80%
Rsapondent

60% During dalivery

of the car
40%
20% Level of
0% satsfaction in
Excellent Good Average Poor product

Satisfaction Level

Comment :
Above graph shoes that the owner of esteem are highly satisfy because.
Owners reported the greast improvement on two categories, namely
Features and control and engine. The esteem also achieved segment
best score and achieves overall leadership of the Entry Midsize
segment
7.7 SATSFACTION LEVEL ACCORDING TO OCCUPATION:

No. Respondent
Occupation In percentage
Which is satisfy
Businessman 180 60%
Professional 45 15%
salaried 60 20%
Student 15 5%
Total 300 100%

Satisfaction according to occupationwise

80%
60%
Percentage

40% percentage
20%
0%
Business professional Salaried student
occupation

Comment: -
Above graph shows that the business is highly satisfy in the Marutis four
vehicle Because of the maintenance of the car is very low compare to
other and the service of the company is excellent after sales
7.8 SATSFACTION LEVEL OF M-800 V/S FEATURES:
The total numbers of the respondents are 75 in the collection of the
data so according to that the data is classified are as below in the table.
MPFI
FEATURES MILEAGE PICK UP OUTLOOK RIDING
ENGINE
60 64 56 53 64
EXECLLANT
(80%) (85%) (75%) (70%) 85%)
7 7 12( 12 7
GOOD
(10%) (10%) 15%) (18%) (10%)
6 4 6 7( 3
AVERAGE
(8%) (3%) (8%) 10%) (4%)
2 0 1 3( 1
POOR
(2%) (0%) (2%) 4%) (1%)
75 75 75 75 75
Total
(100%) (100%) (100%) (100%) (100%)

Percentage wise satsfaction level of M-800 v /s features

100%
80% EXECLLANT
Percentage

60% GOOD
40% AVERAGE
20% POOR
0%
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment: The M-800 owner reported the maximum number of person

with the ride; handling and bracing perform which leads to the decline the
owner satisfaction.
7.9 SATSFACTION LEVEL OF ZEN V/S FEATURES :
The total number of the respondent is 50 in the collection of the
data so according to that the data is classified are as below in the table:
FEATURE MPFI
MILEAGE PICK UP OUTLOOK RIDING
ENGINE
EXECLLANT 38 43 43 45 47
(In%) (75%) (85%) (88%) (90%) (95%)
GOOD 7 5 4 4 4
(In%) (15%) (10%) (7%) (8%) (7%)
AVERAGE 10 2 2 1 1
(In%) (5%) (5%) (3%) (2%) (2%)_
POO(In%)R 0 0 1 0 0
(0) (0%) (2%) (0%) (0%)
50 50 50 50 50
Total
(100%) (100%) (100%) (100%) (100%)

Percentage wise satsfaction level of Zen v /s features

100%
80%
Percentage

EXECLLANT
60%
40% GOOD
20% AVERAGE
0% POOR
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment :
Above graph Shows that the owner of Zen is highly satisfy because
of the its Vehicle interior, engine and the outlook of the car.
7.10 SATSFACTION LEVEL OF ALTO V/S FEATURES :
The total number of the respondent is 50 in the collection of the
data so according to that the data is classified are as below in the table:-
MPFI
FEATURES MILEAGE PICK UP OUTLOOK RIDING
ENGINE
EXECLLANT 35 37 40 43 38
(In%) (70%) (75%) (80%) (80%) (75%)
5 6 7 4 7
GOOD (In%)
(10%) (12%) (15%) (8%) (15%)
AVERAGE 6 5 2 2 4
(In%) (12%) 10%) (4%) (4%) (8%)
POOR 4 1 1 1 1
(In%) (8%) (3%) (1%) (1%) (2%)
50 50 50 50 50
Total
(100%) (100%) (100%) (100%) (100%)

Percentage wise satsfaction level of Alto v /s features

100%
80% EXECLLANT
Percentage

60% GOOD
40% AVERAGE
20% POOR
0%
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment:
Above graph shows that the Alto owner reported the fewer problem
in feature so alto car owner is satisfy.
7.11 SATSFACTION LEVEL OF WAGON R V/S FEATURES :
The total number of the respondent is 60 in the collection of the
data so according to that the data is classified are as below in the table:-
MPFI
FEATURES MILEAGE PICK UP OUTLOOK RIDING
ENGINE
EXECLLANT 51 47 54 57 54
(In%) (85%) (79%) (90%) (95%) (90%)
GOOD 7 5 5 2 5
(In%) (12%) (11%) (8%) (3%) (8%)
AVERAGE 2 7 1 1 1
(In%) (3%) (9%) (2%) (2%) (2%)
POOR 0 1 0 0 0
(In%) (0%) (1%) (0%) (0%) (0%)
TOTAL 60 60 60 60 60
(In%) (100%) (100%) (100%) (100%) (100%)

Percentage wise satsfaction level of Wagon R v /s features

100%

80%
EXECLLANT
Percentage

60% GOOD
40% AVERAGE

20% POOR

0%
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment:
Above graph shows that the owner of the wagon r is highly satisfy with
its features like new outlook car, pickup and engine of the car.
7.12 SATSFACTION LEVEL OF OMNI V/S FEATURES :
The total number of the respondent is 50 in the collection of the
data so according to that the data is classified are as below in the table
FEATURES MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING
EXECLLANT 43 40 35 42 35
(In%) (85%) (80%) (70%) (85%) (70%)
GOOD 6 7 7 5 7
(In%) 12%) (15%) (15%) (10%) (15%)
AVERAGE 1 19 5 2 5
(In%) (2%) (2%) (10%) (4%) (10%)
POOR 1 1 3 1 3
(In%) (1%) (1%) (5%) (1%) (5%)
Total 50 50 50 50 50
(In%) (100%) (100%) (100%) (100%) (100%)

Percentage wise satsfaction level of Omini v /s features

100%
80%
EXECLLANT
Percentage

60% GOOD
40% AVERAGE
20% POOR

0%
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment:
The above graph shows that the owners are average satisfy with its
features because of the ride, handling and braking and seats problem
7.13 SATSFACTION LEVEL OF ESTEEM V/S FEATURES :
The total number of the respondent is 15 in the collection of the
data so according to that the data is classified are as below in the table
MPFI
FEATURES MILEAGE PICK UP OUTLOOK RIDING
ENGINE
EXECLLANT 12 11 13 12 12
(In%) (80%) (75%) (90%) (80%) (80%)
GOOD 2( 3 1 2 2
(In%) 13%) (16%) (8%) (13%) (15%)
AVERAGE 1 2 1 1 1
(In%) (7%) (8%) (7%) (7%) (4%)
POOR 0 0 0 0 0
(In%) (0%) (0%) (0%) (0%) (0%)
15 15 15 15 15
TOTAL
(100%) (100%) (100%) (100%) (100%)

Percentage wise satsfaction level of Esteem v /s features

100%
80% EXECLLANT
Percentage

60% GOOD
40% AVERAGE
20%
POOR
0%
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment:
The above graph shows that the owner of esteem are highly satisfy
because of the greatest improvement on the features, control. And engine.

FINDINGS :
 Based on my observation during the entire two months project, I list
my findings as under: -
Maruti Suzuki is a name India has loved and trusted for 20 years
There are around 40 lakh satisfied Maruti Suzuki owners on the
road today.
Maruti Suzuki sells more cars than all others put together.
New Maruti Suzuki cars are built with technology other cars just
cant match.
Maruti Suzuki customers enjoy benefits few other car companies
can offer.
Maruti Suzuki owners are more satisfied with their cars than
anyone else.
Now Maruti Suzuki vehicles have advanced new MPFI
(Multipoint Fuel Injection) technology that works with the unique
16 X 4 Hypertech engine to give you unmatched performance.
Only Maruti Suzuki has a nation wide network of over 1900
service station in more than 900 towns. From Kashmir to
Kanyakumari.
Better fuel economy. Lower emission levels easily meet euro 2
norms.
Modern advanced repairing equipment and tools.
Maruti Suzuki spares are easily available across the length and
breadth of the country.
Just dial 9622 9622 00 for a 24-hour on-road breakdown service in
many cities. No other car company can match this.

CONCLUSION
 In the above research I found that the demand for Maruti800 LPG car is
more than Petrol of maruti800.

The mileage of Maruti800 LPG car is more than Maruti800.

All the price of Maruti800 LPG is more than Petrol Maruti800; Inspite
of that LPG Car is more popular.

Maruti800 LPG car pickup is lees than Petrol Maruti800 but in the long
drive Maruti800 LPG can provide more speed than Maruti800 Petrol
about 140 km. per hour.

Maruti800 Petrol car is easy to drive in the city because the pick-up of
petrol Maruti800 is to good.

In the above research I found that most of the customer of Maruti800

have Maruti800 to be LPG Car.
 RECOMMENDATIONS

Maruti should come out with cars that are attractive and appeals to

the masses.

The Maruti 800 with a 5 speed transmission was a very impressive

car in terms of economy as well as drive comfort, customers feel

that the 800 model should again be launched with an overdrive 5th

gear.

The ground clearance of the cars especially Zen should be

increased.

The back seat divider should not be there due to uncomfortable

sitting position due to it.

Supply should meet demand of the car; this is due to long waiting

period in most of the air-conditioned models.

The boot space of the car can be increased, especially in the Zen.

Dealers should deliver the vehicle on the day it has been promised.

Frequency of advertisements should be increased.

A brand ambassador can create hype in the customers mind.

Maruti must focus on retaining its customers and the True Value is

a good step towards attaining it.

In the end one can say that a good marketing mix is all that is needed to
sell the Maruti vehicles because they are still the best on the Indian road

and definitely Maruti has got some advantages over its rival which are

hard to beat.
 BIBLIOGRAPHY

Journals/Magazine :

Advisor of Finance

Top Gear

Top speed

Auto India

Over drive

Search Engine :

Google search engine

Yahoo search engine

Websites :

www.maruti.com

www.marutisuzukiindia.com

www.sebigovt.com

www.business-today.com

www.datamonitor.com
 QUESTIONNAIRE
1. Which car have you purchased? _____________________

2. What was the purchase mode?

a) Cash

b) Finance, which company

ICICI SBI

HDFC M&MFSL

ANY OTHER __________

3. This is your:

c) First car, you had a two wheeler earlier

d) First car, but you never had a two wheeler earlier

e) Replacement car (if yes, please specify the previous car and

the model) ____________

f) Additional car

4. This car primarily would be driven by _____________________

5. You choose this brand because :

Please rank in order of importance (1 being most important)

Price [ ]

Schemes [ ]

Mileage [ ]

Resale value [ ]

Looks [ ]
 After sales services [ ]

Reference [ ]

Advertisement [ ]

Features [ ]

Brand image [ ]

Repeat purchase [ ]

6. Which are the three brand (companies) that come to your mind

when you think of a car?

g) __________________

h) __________________

i) __________________

7. Which two TV car commercials (Ads) can you recall right now?

j) _______________________________________

k) _______________________________________

8. What were the sources of information when you purchase the car?

Sports channels

Star sports ESPN

Ten sports

Any other ____________________

News channels

Aaj Tak
 Zee news

Star News

Any other __________________

Entertainment channels

Star

Zee

Any other ____________________

News papers

Times of India Hindustan Times

Economic Times Amar Ujala

Bainik Bhaskar Navbharat Times

Any other _____________________

Magazines

Business World Overdrive

India Today Outlook

Auto car India Business Today

Any other _________________________