Professional Documents
Culture Documents
PROJECT REPORT
ON
FOR
“MARUTI SUZUKI”
Submitted to:
UNIVERSITY OF PUNE
In Partial Fulfillment of Requirements
For the Awards of Degree of
MASTER IN BUSINESS ADMINISTRATION
(2013-2015)
Submitted by:
MANISH ASHOK BADHIYE
Under the guidance of
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
DECLARATION
I, the undersigned, hereby declare that the Project Report entitled “STUDY OF CUSTOMER
SATISFACTION TOWARDS SERVICES OFFERED BY MARUTI SUZUKI IN
WARDHA CITY” written and submitted by me to the University of Pune, in partial fulfillment
of the requirements for the award of degree of MASTER IN BUSINESS ADMINISTRATION
under the guidance of Dr. RAMKRISHNA DIKKATWAR is my original work and the
conclusions drawn therein are based on the material collected by myself.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
ACKNOWLEDGEMENTS
I take this opportunity as privilege to express my deep sense of gratitude to Prof. M.N. NAVALE
Honorable Founder President, Dr. Mrs. S.M. NAVALE, Secretary, The Sinhgad Technical
Education Society, Pune Dr. NILESH GOKHALE, the Director Sinhgad Institute of
Management, Dr. RUPALI JAIN, the joint director Sinhgad Institute of Management Pune for
their continuous encouragement,, invaluable guidance and help for completing the present
research work. They have been a source of inspiration to me and I am indebted to them for
initiating me in the field of research.
I would like to render my thanks to Mr. EKNATH DAHAKE (Sale Manager of SEVA
Automotive Pvt. Ltd, Wardha) for providing necessary co-operation for completion of this
project.
I wish to express a special thanks to all teaching and non-teaching staff members, the Sinhgad
Institute of Management, Pune for their forever support. Their encouragement and valuable
guidance are gratefully acknowledged.
Date:
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
TABLE OF CONTENTS
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Chapter 1
INTRODUCTION
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
INTRODUCTION
Measuring customer satisfaction is a relatively new concept to many companies that have been
focused exclusively on income statements and balance sheets. Companies now recognize that the
new global economy has changed things forever. Increased competition, crowded markets with
little product differentiation and years of continual sales growth followed by two decades of
flattened sales curves have indicated to today's sharp competitors that their focus must change.
As markets shrink, companies are scrambling to boost customer satisfaction and keep their
current customers rather than devoting additional resources to chase potential new customers.
The claim that it costs five to eight times as much to get new customers than to hold on to old
ones is key to understanding the drive toward bench marking and tracking customer satisfaction.
Competitors that are prospering in the new global economy recognize that measuring customer
satisfaction is the key. Only by doing so can they hold on to the customers they have and
understand how to better attract new customers. The competitors who will be successful
recognize that customer satisfaction is a critical strategic weapon that can bring increased market
share and increased profits. The problem companies face, however, is exactly how to do all of
this and do it well. They need to understand how to quantify, measure, and track customer
satisfaction. Without a clear and accurate sense of what needs to be measured and how to collect,
analyze, and use the data as a strategic weapon to drive the business, no firm can be effective in
this new business climate. Plans constructed using customer satisfaction research results can be
designed to target customers and processes that are most able to extend profits. Too many
companies rely on outdated and unreliable measures of customer satisfaction. They watch sales
volume. They listen to sales reps describing their customers' states of mind. They track and count
the frequency of complaints. And they watch aging accounts receivable reports, recognizing that
unhappy customers pay as late as possible if at all. While these approaches are not completely
without value, they are no substitute for a valid, well-designed customer satisfaction survey
program.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
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Chapter 2
INDUSTRY PROFILE
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
The automotive industry in India is one of the largest automotive markets in the world. It had
previously been one of the fastest growing markets globally. India’s passenger car and
commercial vehicle manufacturing industry is the sixth largest in the world, with an annual
production of more than 3.9 million units in 2011. According to recent reports, India overtook
Brazil to become the sixth largest passenger vehicle producer in the world (beating such old and
new auto makers as Belgium, United Kingdom, Italy, Canada, Mexico, Russia, Spain, France,
Brazil).Throughout the course of 2011 and 2012, the industry grew 16-18%, selling around three
million units. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind
Japan, South Korea, and Thailand. In 2010, India beat Thailand to become Asia's third largest
exporter of passenger cars.
As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive
vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second
(after China) fastest growing automobile market in the world in that year. According to the
Society of Indian Automobile Manufacturers, annual vehicle sales are projected to increase to 4
million by 2015, no longer 5 million as previously projected.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Industry Growth
Opposing the belief that the growth in automobile industry has catered only to the top income-
stratum of society, Growth of exports of 32.8 % in the first three quarters of 2004-05, the fastest
growth in volumes has come from commercial vehicles as against passenger cars.
Between 1998-99 and 2003-04, output of commercial vehicles has grown 2.8 times compared to
the 2.2 times increase in passenger cars. Furthermore, two-wheeler output continues to dominate
the volume statistics of the sector. In 2003-04, for every passenger car turned out by the sector,
there were 7 two-wheelers produced. In the two wheeler segment, there is a greater preference
for motorcycles followed by scooters, with both production and domestic sales of motorcycles
increasing at faster rates than for scooters in the current and previous years. However, mopeds
have registered low or negative growth. Export growth rates have been high both for motorcycles
and scooters.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
This was not to last, and today India manufactures low-priced cars for markets across the globe.
As of 18 March 2013 global brands such as Proton Holdings, PSA Group, Kia, Mazda, Chrysler,
Dodge and Geely Holding Group are shelving plans for India due to the global economic crisis.
Industry Structure
The Indian car market has been divided in to small cars, mid size cars, luxury cars and multi
utility vehicles.
Small cars:
It is the most preferable small car segment in Indian economy. Under this segment we have
Maruti 800, Maruti Wagon R, Maruti swift, Tata Indica, Hyundai Santro, Fiat Palio, and Maruti
Alto, Maruti Zen Estilo, Tata Nano, i10, spark, Astar etc. These are the best suitable for Indian
middle class people. These cars also suit Indian roads and traffic conditions. The concept of
small cars has emerged from Japan. Small cars are fuel efficient with latest sleek look and
advanced technology.
Mid size cars:
The mid size cars are to supper middle class people of society.
Business executives mainly use these cars.Under this we have Maruti SX4, Swift Dzire, Ford
Fusion, Ford Fiesta, Opel Astra, Tata Indigo, Tata Marina, Honda City, Chevrolet Aveo,
Hyundai Accent etc., and Hyundai Verna etc.
Luxury Cars:
The elite members of the society use these luxury cars. The luxury cars symbol of success of a
man. Under this we have Maruti Grand Vitara, Ford Mondeo, Skoda Octavia, Skoda Laura,
Hyundai Sonata, Hyundai Elantra, Toyota Corolla, Toyota Cramy, Mitsubishi Lancer, Mitsubishi
Cedia, Honda Civic, Honda CRV, Honda Accord, Chevrolet optra, Mercedes-Benz (S-class,E-
class), etc,
Multi Utility Vehicle:
MUV’S are used for transportation purpose. As MUVs are very rugged and powerful vehicles
they are used in hilly regions. Today there are a lot of players in the carsegment. This has
increased competition amongst the manufacturers. Under this we have Tata Sumo, Tata Sierra,
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Tata safari, Maruti Gypsy, BajajTempo, Ford Endeavour, Toyota Quails, Toyota In nova,
Mahindra Voyager, MahindraScorpio, Mahindra Bolero etc.,
Now-a-days dealers and manufacturers are providing many attractive financial facilities for the
consumers. This indicates that the manufactures will have huge demand in coming decades.
Car Segments:
With the expansion of Indian Automotive Market over a period of time the car models have been
grouped in to the following segments.
Based on the price and size:
A Segment (Till 3 lacks) : Maruti800, Omni.
B Segment (3 to 4.5 lacks) : Zen, Wagon R, Alto, Santro, Matiz, Palio and Indica.
C 1 Segment (4.5 to 6.5 lacks) : Esteem, Accent, Siena, Indigo, Ikon, Corsa, Swift.
C 2 Segment (6.5 to 10 lacks) : Baleno, Astra, City and Lancer
D Segment (10 lacks & above) : Octivia, Sonata, Mondeo, Accord, Carmy, Vectra, Corolla,
Mercedes
Based on Length as per SIAM (Society of Automotive Manufacturers):
A 1 (Mini-Up to 3400mm) : Maruti800
A 2 (Compact-3401 to 4000mm) : Zen, Wagon R, Alto, Santro, Matiz, Palio, and Indica.
A3 (Mid-Size-4001 to 4500mm) : Esteem, Swift, Accent, Siena, Indigo, Ambassador
A 4 (Excutive-4501 to 4700mm) : Octivia, Contessa, Mercedes C-Class
A 5 (Premium-4701 to 5000mm) : Sonata, Mondeo, Accord, Carmy, Vectra.
A 6 (Luxury-5001 and above) : Mercedes S-class,
C (Van Type) : Omni, Versa.
B2 (Passenger Carrier) : Gypsy, Sumo, safari, Qualis, Armada, and Voyager.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Chapter 3
COMPANY PROFILE
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Maruti Suzuki is India’s number one leading automobile manufacturer and the market leader in
the car segment both in terms of volume of vehicle and revenue earned. Until recently 18.28% of
the company was owned by the Indian government and 54.2% by the Suzuki of Japan. The
Indian Govt. held an initial public offering of 25% of the company in June 2003. As of 10 May
2007 government of India sold its complete share to Indian financial Institution. With this govt.
Of India has no longer stake in Maruti Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the actual production
was started in 1983 with the Maruti 800 based on the Suzuki Alto Kei Car which at that time was
the only modern car available in India. Its only competitor was Hindustan Motor’s Ambassador
and the Premier Padmini were both around 25 years out of date at that point. Through 2004 ,
Maruti Suzuki had produced over 5 Million vehicles. Maruti Suzuki are sold in India and various
several other countries depending upon export orders. Models similar to Maruti Suzuki ( but not
manufactured by Maruti udyog) are sold by Suzuki Motors corporation and manufactured in
Pakistan and other south Asian countries.
The company in 2013-14 exports more than 50,000 cars and has an extremely large domestic
market in India selling over 3,36,463 cars anually. Maruti 800 till 2004 was the India’s largest
selling compact car ever since it was launched in 1983. More than a Million unit of this car have
been sold worldwide so far. Currently Maruti Suzuki Alto tops the sales chart and Maruti Suzuki
Swift is the largest selling car in A2 segment. Due to large number of Maruti 800’s sold in the
Indian market the term “Maruti” is commonly used to refer to this compact car model. Till
recently the term “Maruti” in popular Indian culture in India, Hindu’s lord Hanuman is known as
“Maruti” was associated with Maruti 800 model.
Manufacturing Facilities
Its manufacturing facilities are located at two facilities, “Gurgoan” and “Manesar” south of
Delhi. Maruti Suzuki’s Gurgoan facility has an installed capacity of 3,50,000 units per annum.
The Manesar facility launched in February 2007 comprises a vehicle assembly plant with a
capacity of 1,00,000 units per year and a Diesel Engine plant with an annual capacity of 1,00,000
engines and transimission. Manesar and Gurgoan facility have a combined capacity to produce
over 7,00,000 units annually.More than a half of the cars sold in India are Maruti Suzuki cars.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
The company is a subsidiary of Suzuki Motors Corporation of Japan which owns 54.2 percent of
Maruti Suzuki. The rest is owned by the Public and Finance Institution. It was listed on the
Bombay ( now Mumbai) stock exchange in India.
During 2013-14 Maruti Suzuki sold 11,55,041 cars of which 53,024 are exported in all. Over Six
Million Maruti Suzuki cars on Indian roads since the first car was rolled out on 14 December
1983.With a capacity of 1,00,000 units per year and a Diesel Engine plant with an annual
capacity of 1,00,000 engines and transmission. Manesar and Gurgoan facility have a combined
capacity to produce over 7,00,000 units annually. More than a half of the cars sold in India are
Maruti Suzuki cars.
Products Offered
Maruti Suzuki offers 17 models and they are, Alto 800, Alto K10, Wagon R, Zen Estilo, A Star,
Ritz, Swift, Swift Dzire, SX4, Omni, Eeco, Gypsy and Grand Vitara ,Celerio,Ertiga,Stingray
.Out of these models Grand Vitara is imported from Japan a completely built unit (CBU). Swift,
Swift Dzire , A Star and SX4 are manufactured in Manesar and the remaining models such as
ALTO 800, Alto, Wagon R, Zen Estilo, Ritz, Omni , Eeco etc are manufactured at Gurgoan
Plant.
company was sidelined to Bangladesh liberation war and emergency. In the early days under the
powerful patronage of Sanjay Gandhi the company was provided with free land, tax breaks and
funds. Till the end of 1970 the company had not started the production and a prototype test
model was welcomed with criticism and skepticism. The company went into liquidation IN
1977. The media perceived it to be another area of growing corruption. Unfortunately Maruti’s
started to fly only after the death of Sanjay Gandhi, when Suzuki motors joined the government
of India as a joint venture partnered with 50% share. After his death Indira Gandhi decided that
the project should not be allowed to die. Maruti’s entered into this collaboration with Suzuki
motors. The collaboration heralded a revolution in the Indian car industry by producing the
maruti- 800. It created a record of taking 13 months time to go from design to rolling out cars
from a production line. The production of Maruti-800 in 1983 marked the beginning of a
revolution in the Indian automobile industry. It brought in the latest technology of that time more
fuel efficiency and lower prices that led to the creation of a huge market for all car segments as
the Indian, middle class grew in size. This in turn brought in more players in this segment. A
number of auxiliary car parts making units were set up as more car manufacturers realized it was
more cost effective to make their car parts in India rather than importing them. Maruti’s major
influence was in helping the component industry in the country because of its emphasis on
localization and indigenization. As in the beginning that sector hadn’t grown much Maruti’s had
to start dozens of joint ventures with Indian entrepreneurs. It got them from foreign
collaborations that led to collaborations for other manufacturers so that over a period of time the
whole component industry was able to upgrade itself and improve its quality who had given their
income leading to major existing export potential vehicle components. It also brought in better
methods of financing that allowed more people who given their income levels could not afford to
buy a car on their own, to buy cars. It still remains the leader not only in the terms of market
share but also in customer satisfaction surveys. It has consistently topped J.D. power quality
surveys, including 2005. By the year 1993 the company had sold 1, 96,820 cars. By March 1994
it produced 1 million vehicles becoming the first Indian company to cross the 2 million mark in
October, 1997 and rolled out 4 millionth vehicles as Alto-LX .Then it introduced Wagon-R
followed by Swift . Swift has been a great success in the market .In 2007 Maruti came up with
SX4 and Grand Vitara..
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Mission :
Mission is the statement of any organisation’s purpose , what is want to accomplish in the larger
environment and its goal which are specific , realistic, and motivating. Missions are described
over Visions and Visions demand certain objectives. The main Objectives / Mission of Maruti
Udyog Limited are:-
1. Modernisation of Indian Automobile Industry.
4. Production of large number of motor vehicles which are necessary for the Economic Growth.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Core Values :
Customer Obsession
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Maruti Finance:
Increasing afford ability of purchases for the customer. To improve purchase
experience of the customer. Increased ownership of dealer over the customer buying
process.
Maruti Insurance:
Near cashless transaction
Quality repair by trained manpower
No loading insurance premium for claims
Maruti N 2 N:
End-to-End fleet management services designed for companies to free them of all the
hassles of manufacturing company cars.
Customized car policies
Accident Repairs
Maintenance – Servicing – Registration – Insurance
Emergency Assistance
Extended Warranty:
Total peace of mind
Maruti assurance
Assured reliability of use of vehicle up to 4 years
No need to pay towards cost of parts as well as labor.
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Position Personnel
MARUTI ACHIEVEMENTS IN PERSPECTIVE YEAR 2013-14:
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Product Range
17 Models with 45 variants to satisfy all customer need. At least 2 models available in A1, A2
and A3 segments. Models available to meet varied requirements of the customer’s lifestyle.
Models & Variants available to suit various customers’ needs. Range of vehicles to support
physically challenged persons.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Gypsy. Maruti acts as a manufacturing hub for the international market. The model Alto is
exported to many European countries. Maruti has four manufacturing units near New Delhi,
India. Maruti produces around 350,000 cars annually. Further, to maintain the huge demand of
Maruti cars in India, it has come up with a new manufacturing unit near Delhi, which will be
made operational soon. Suzuki Motor Corporation Indian partner.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Chapter 4
LITERATURE REVIEW
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
LITERATURE REVIEW
Satisfaction:
Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a
product’s perceived performance in relation to his or her expectations. As this definition makes
clear, satisfaction is a function of perceived performance and expectations. If the performance
falls short of 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. Many companies are aiming for high satisfaction, because
customers who are just satisfied still find it easy to switch when less good offer comes along.
Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates
an emotional affinity with brand, not just a rational preference. The result is high customer
loyalty. Some of today’s most successful companies are raising expectations and delivering
performances to match. These companies are aiming for TCS-Total Customer Satisfaction.
Consumers from their expectations on the basis of messages received from sellers, friends and
other information sources.
Customer Satisfaction:
Customer Satisfaction may be defined as a qualitative measure where in a customer experiences
various degrees of satisfaction until the performance of the product matches his expectations.
Customer’s satisfaction with a product depends on the product’s performance relative to the
buyer’s expectations. If the performance of the product falls short of his expectations the
customer is dissatisfied. If the performance of the product matches his expectations the customer
is satisfied. If the performance of the product exceeds his expectations the customer is highly
satisfied. Customer Satisfaction can be achieved through quality, value and service.
For a customer-centered company customer satisfaction is both a goal as well as a major factor in
the company’s success. Companies that achieve high customer satisfaction ratings must make
sure that their target customers come to know of it. The companies must realize that highly
satisfied customers produce several benefits to the company.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
They are fewer prices – sensitive and they remain customers for the longer period. They also talk
favorably to the others about the company and its product and services.
Although customer-centered firms seek to deliver a high level of customer satisfaction than their
competitors, they do not attempt to maximize the customer satisfaction. A company can always
increase customer satisfaction by lowering the price and increasing its services. But this may
result in lower profits. The company may be able to increase profitability along with customer
satisfaction by improving its manufacturing or investing on the R & D. Satisfaction is the
customer’s fulfillment response. It is a judgment that a product or service feature, or the product
or service itself, provides a pleasurable level of consumption-related fulfillment.
In less technical terms, we translate this definition to mean that satisfaction is the customer’s
evaluation of product or service in terms of whether that product or service has met their needs
and expectations. Failure to meet needs and expectations is assumed to result in dissatisfaction
with the product or service. In addition to a sense of fulfillment in the knowledge that one’s
needs have been met, satisfaction can also be related to other types of feelings, depending on the
particular context or type of service. For example, satisfaction can be viewed as contentment –
more of a passive response that consumers may associate with services they don’t think a lot
about or services that they receive routinely over time. Satisfaction may also be associated with
feelings of pleasure or services that make the consumer feel good or associated with a sense of
happiness. For those services that really surprise the consumer in a positive way, satisfaction
may mean delight. And in some situations, where the removal of a negative leads to satisfaction,
the consumer may associate a sense of relief with satisfaction.
It is also important to recognize that although were tend to measure customer satisfaction at a
particular point in time as if it were static. Satisfaction is dynamic, moving target that may
evolve overtime. Influenced by a variety of factors. Particularly when product usage or the
service experience takes place over time, satisfaction may be highly variable depending on which
point in the usage or experience cycle one is focusing on. Similarly, in the case of very new
services or a service not previously experienced, customer expectations may be barely forming at
the point of initial purchase; these expectations will solidify as the process unfolds and consumer
begins to form his or her perception. Through the service cycle the consumer may have a variety
of different experiences some good, some not good-and each will ultimately impact satisfaction.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
performance with these reference points when evaluating service quality, through knowledge
about customer expectations is critical to services marketers. Knowing what the customer
expects is the first and possibly most critical step in delivering quality service. Being wrong
about what customers want can mean expending money, time, and other resources on things that
do not count to the customer. Being wrong can even mean not surviving in a fiercely competitive
market.
Customer Perceptions
How customers perceive services, how they assess whether they have experienced quality
service, and whether they are satisfied. Customers perceive services in terms of the quality of the
service and how satisfied they are overall with their experiences. These customer – oriented
terms – quality and satisfaction have been the focus of attention for executives and researchers a
like over the last decade or more. Companies today recognize that they can compete more
effectively by distinguishing themselves with respect to service quality and improved customer
satisfaction.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
While collecting customer satisfaction data it would be useful asking additional questions to
measure the customer’s repurchase intention. This will normally be high if the customer
satisfaction is high. It would be useful to measure the likelihood or willingness to recommend the
company and brand to other persons. A high positive word or mouth score indicates that the
company is producing high customer satisfaction
Satisfaction:
Satisfaction is a function of perceived performance and expectation. If the performance matches
the expectations the customer is satisfied. If the performance exceeds the expectations the
customer is highly satisfied and delighted. If the performance does not match the expectations
the customer is dissatisfied. Satisfaction is a person’s feelings of pleasure or disappointment
resulting from comparing a products perceived performance (out-come) in relation to his/her
expectation. The link between customer satisfaction and customer loyalty is proportional. The
key to generating high customer loyalty is to deliver high customer value. A company’s value
proposition is much more than it’s positioning on a single attribute. Most of the successful
companies are raising expectations and delivering performances to match. These companies are
aiming for TCS – Total Customer Satisfaction. Customer satisfaction is both a goal and a
marketing tool. Companies that achieve high customer satisfaction ratings make sure that their
target market is known.
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Customer Survey:
Finding out the customer satisfaction on sales towards Maruti vehicle with reference to Maruti
Suzuki Ltd. Finding out the customer satisfaction on dealership performance towards
SEVA AUTOMOTIVE PVT LTD. For this survey, I have prepared a questionnaire; through
this I collected data from customers. Sample Size of survey is 100 consumers. By analyzing
these questionnaires, I found out the level of customer sales satisfaction on Maruti. In this report,
I explained the analysis of questionnaire through graphs and tables.
Methodology used in collection of data is;
1. Survey Research method
2. Primary source of Data
· Questionnaires
· Direct Interviewing
3. Secondary Source of Data
· Text books
· Internet
· Newspapers
· Magazines
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Chapter 5
RESEARCH
METHODOLOGY
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
METHODOLOGY
Data collection is most essential aspect of any research because the whole result of research
depends on the data and information hence, the methodology adopted by me to collect the data
final interpretation were through.
1. Survey Research:
This kind of research finds favor with almost all the social science researches. It is one of the
most popular methods of investigation, because a study of the attributes and variables in relation
to the population (The entire group of people, inhabitants, items etc…under study) is easier and
is more accurate. Its suffers from a negligible magnitude of error. Now-a-days sample survey has
become an effective method for research. This is possible with the help of personal interviews
which are backed by questionnaires, direct oral observations. Indirect oral observations and etc…
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
because it is already been collected and part in an elderly manner by some researchers, experts
and socialites.
The secondary sources helpful for study were:
Text books like Marketing Management, Research Methodology, Advertisement and
Sales Promotion.
Internet was made use for the collection of the data.
Newspapers were also referred.
Business Magazines also referred.
Some journals were also referred.
4. Library Survey:
This was also undertaken for the collection of data. This type of research is based on books like
periodical, journals, documentations, and secondary data etc… which are available in the library.
5. Sample Size:
By using judgment Random Sampling Technique 100 respondents are selected for the purpose of
the study. Direct questionnaires are used to survey the customers.
6. Period of the Study:
The Study is undertaken in the month of 25th May 2014 to 24th July 2014.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Chapter 6
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
SATISTICAL TOOLS
Data Collection
Data is collected with prepared questionnaire by arranging personnel interviews when customers
are taking their vehicle at the delivery counter in the SEVA AUTOMOTIVE LTD showroom.
Data Analysis
Consider the manner of data collection adopted the study analyzed the data on a qualitative basis
by decipher in individual opinion various options collected from respective respondents are
analyzed separately.
Data Interpretation
The data collection from each and every user is analyzed and interpreted individually then
compared together and presented in the form of tables and charts. In each table the total
respondents for particular questions predicted among them. The alternative answers were for the
particular questions are traced. The high percentage of the answer is taken has correct answer
then the data for that answer has been analyzed.
The below table shows the all Maruti brand models, and table showing that model of thecar
owned by the respondents.
1 OMNI 08 8%
3 WAGNOR 07 7%
4 SWIFT 13 13%
6 A-STAR 02 2%
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
7 RITZ 3 3%
8 ERTIGA 4 4%
9 CELERIO 12 12%
25 WAGNOR
SEIFT
20
S.DESIRE
15
A-STAR
10 RITZ
5 ERTIGA
CELERIO
0
CAR MODELS
Interpretation:
From the above evident, we can say that most selling car in Maruti is Alto 800, having the 32
respondents here. And next most selling vehicles are the Maruti Swift Desire, Swift & Celerio,
having 19, 13 & 12 respondents respectively. And next vehicle is Omni , having 09 respondents
over here. Wagon R has only 07 respondents, and other models have less sales according to this
study.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Knowledgeable Salesperson:
Strongly Disagree 0 0%
Disagree 0 0%
Agree 86 86%
Strongly Agree 14 14%
Total No. of 100 100%
Respondents
Knowledgeable Salesperson
100
strongly
% of Respondents
80 Disagree
60 Disgree
40
Agree
20
Strongly Agree
0
No of Respondents
Interpretation:
86% people agreed that the sales persons are knowledgeable and 14% disagreed that the sales
persons are knowledgeable.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Employees Spent Enough Time with you Before & After Sales :
Strongly Disagree 0 0%
Disagree 0 0%
Agree 64 64%
Strongly Agree 36 36%
Total No. of 100 100%
Respondents
Table 6.3.Employees Spent Enough Time with you Before & After Sales
60 Disagree
Disgree
40
Agree
20
Strongly Agree
0
No of Respondents
Chart. 6.3.Employees Spent Enough Time with you Before & After Sales
Interpretation:
60% agreed that sales persons spent enough time with them during the sales , while 26% strongly
agreed that the sales persons spent enough time with them during sales and only 14% disagreed
with this.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Strongly Disagree 0 0%
Disagree 4 4%
Agree 91 91%
Strongly Agree 5 5%
Total No. of 100 100%
Respondents
100
90 strongly
80 Disagree
% of Respondents
70
60 Disgree
50
40 Agree
30
20
10 Strongly
0 Agree
No of Respondents
Interpretation:
91% agreed that the availability of the product was there, 5% strongly agreed that the availability
was there while only 4% said they disagreed with this.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
High 6 6%
Reasonable 37 37%
Low 57 57%
Total No. of 100 100%
Respondents
60
50 High
% of Respondents
40
30
Reasonable
20
10
Low
0
No of Respondents
Interpretation:
From the above evident, we can say that 57% respondents are saying that price of Maruti is low,
and 37% respondents are saying that price of Maruti is reasonable and remaining 6% are saying
that price is high. From this we can say that 94% are saying that Maruti price is satisfied.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
The below table shows that respondents feeling on the price of spare parts of the Maruti vehicle,
that shows the satisfaction level of the respondents.
High 8 8%
Reasonable 24 24%
Low 68 68%
Total No. of 100 100%
Respondents
80
70
High
% of Respondents
60
50
40
Reasonable
30
20
10 Low
0
No of Respondents
Interpretation:
From the above evident, we can say that 68% respondents are saying that price of spare parts of
the Maruti is low, and 24% respondents are saying that price of spare parts of Maruti is
reasonable and remaining 8% are saying that price is high. From this we can say that 92% are
saying that Maruti price of spare parts is satisfied.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Strongly Disagree 0 0%
Disagree 4 4%
Agree 82 82%
Strongly Agree 14 14%
Total No. of 100 100%
Respondents
90
80 strongly
% of Respondents
70 Disagree
60 Disgree
50
40
30 Agree
20
10 Strongly Agree
0
No of Respondents
Interpretation:
82% said that the service at Maruti service station is excellent , 14% strongly agreed while only
4% disagreed with this.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
The table below shows that respondents expectations on Maruti vehicle to keep.
60
2-4 year
40
4-8 year
20
0 8 & above yr
No of Respondents
Interpretation:
From the above evident it is observed that 5% and 15% of the consumers keep their vehicle 1-
2years and 2-4years respectively, and 68% and 12% of consumers keep their vehicle for 4-8years
and 8years & above.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
60 comfortable
Comfortable
40
Less
20 Comfortable
Un
0 Comfortable
No of Respondents
Interpretation:
From above evident, it is observed that 20% of them feel more comfortable, 68% of respondents
feel comfortable, and 11% of them feel less comfortable
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
5% YES
NO
95%
Interpretation:
From the above chart we observe that 95% of the respondents feel that information regarding
free service is provided them.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
The below table shows how respondents feel on mileage of the Maruti vehicle when
compaired to the other brand cars.
40
Good
30
20 Average
10
0 Below average
No of Respondents
Interpretation:
From the above evident, we can say that 20% and 54% of the respondents feel mileage
of the Maruti’s brand is excellent and good respectively when compaired to other brands
of vehicles, and 26% of respondents feel mileage given by Maruti is average.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Acceptable
50
Average
0 Un
Acceptable
No of
Respondents
Interpretation:
From the above chart, we can say that 79% respondents are given best ranking for SEVA
AUTOMOBILE PVT.LTD. dealership and 19% respondents are given good ranking that is
accepting and remaining 2% are saying that average.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Chapter 7
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
FINDINGS:
SUGGESTIONS:
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Chapter 8
CONCLUSIONS
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
CONCLUSIONS:
Most of the buyers are professionals and business people using the Maruti cars.
Most of the respondents are saying that main reasons for buying Maruti are trust Worthy
and good for Indian roads.
About 94% the customers feel that the price of vehicle is affordable.
99% of the respondents are highly satisfied with service network of Maruti.
Many of the Maruti car buyers are high middle class people, like to keep there Vehicle
4years above. But professionals and business people like to change there Vehicle after
2years.
95% of customers feel that they are getting information regarding free service provided
by the Maruti.
98% of the respondents are saying that SEVA AUTOMOTIVE PVT.LTD. performance
is Outstanding.
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Chapter 9
BIBLIOGRAPHY
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
BIBLIOGRAPHY:
Name of the Books:
1. C.R. Kothari Research methodology Methods & Techniques.(2006).
2. Phillip Kotler Marketing Management 11\e Pearson. (2007).
3. Phillip Kotler Marketing Management 12\e & 13\e Pearson. (2008).
Magazine:
1. Business Today: Customer value, satisfaction, loyalty and switching costs.
2. Autocar
3. MARUTI SUZUKI annual report 2013-14.
WEBSITES
1. Www.learn marketing.com
2. Www.maruti Suzuki.com
3. Www. Wikipedia.com
4. WWW.Machinist360.com
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
Chapter 10
QUESTIONNAIRE
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
QUESTIONNAIRE
Dear Sir,
I am the student of SINHGAD INSTITUTE OF MANAGEMENT,PUNE. conducting a survey
on MARUTI SUZUKI in WARDHA city.
I would like to share some views and ideas with you.
Name : ………………………………… Profession : …………………………………
Address : …………………………………………
3. Employees spent enough time with you, before & after sales?
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Study of Customer Satisfaction Towards Services Offered By Maruti Suzuki in Wardha City
9. How do you feel when you drive yours MARUTI SUZUKI car?
10. Do you get information about the free service offered by the company?
From time to time?
Yes ( ) No ( )
Outstanding ( ) Acceptable ( )
Average ( ) Un acceptable ( )
59