Project Report Anuj

8/2/2019 Project Report Anuj

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A STUDY ON CUSTOMER SATISFACTION SURVAY OF

MARUTI SUZUKI INDIA LTD. @HYDERABAD

SUBMISSISON OF PROJECT

BY

ANUJ DUBEY

(Reg. no: 6025)

UNDER THE GUIDENCE OF

Faculty Guide: Prof. R. SUNITHA RATNAKARAM(Professor of marketing)

A DISSERTATION SUBMITTED AS A PARTIAL FULFILLMENT

For the award

Of

POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT

INMARKETING

VISHWA VISHWANI INSTITUE OF SYSTEM & MANAGEMENT

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HYDERABAD

CERTIFICATION FROM INTERNAL GUIDE

This is to Certify that the dissertation titled CUSTOMER SATISFACTION SURVAY

OF MARUTI SUZUKI INDIA LTD. @HYDERABAD By PROF. R. SUNITHA

RATNAKARAM is a record of research work done during the year 2011-12, under my

directions and that the dissertation has not previously formed the basis for the award of any

degree or Diploma or Associate ship , with the similar title, by any other

university/Institute.

Hyderabad Sign:Date : (prof R. Sunitha Ratnakaram)

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DECLARATION

I hereby declare that the dissertation on CUSTOMER SATISFACTION

SURVAY OF MARUTI SUZUKI INDIA LTD. @HYDERABAD has been written by

me during the year 2011-12, under the guidance of Prof R. Sunitha Ratnakarm

Vishwa Vishwani Institute of Systems & Management, Hyderabad, in partial fulfillment of

the requirement of the award of Post Graduate Diploma in Management.

I also declare that this dissertation is the result of my own efforts and has not been

copied from any other source or submitted to any other university/Institute, before.

Hyderabad SignatureDate: (ANUJ DUBEY)

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CERTIFICATION

This is to certify that Mr. ANUJ DUBEY (REG NO.-6025) PGDM, IV Semester, at

Vishwa Vishwani Institute of Systems & Management, Hyderabad, has prepared the

dissertation titled CUSTOMER SATISFACTION SURVAY OF MARUTI SUZUKI

INDIA LTD. @HYDERABAD during the year 2011-12 under the guidance of Prof. R.

Sunitha Ratnakarmas a partial fulfillment , for the award of Post Graduate Diploma in

Management, by our Institute.

Hyderabad (Signature)Date: Director, Academics

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ACKNOWLEDGEMENT

I take this opportunity express my profound sense of gratitude and all those who

helped me throughout the duration of this project .I also immensely thanks the otherfaculty member of the institute under who continuous support and guidance I completed

the project.

The morale support and guidance, which I received from our most loving

and respected Dean Mr.Sabyasachi Rath deserves a special place in my project. Our prof.

R. Sunitha ratnakaram is a constant motivator and mentor in projects and academics .

Last but not the least I would thank even my friends who supported and

co-operated with me. I have received an invaluable response from them and I thank themagain.

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PREFACE

If we can compare marketing to a long train with a multiple

compartment then every bogies represent different aspect of marketing. Marketing strategy

formulation depends upon the every aspect of related terms and marketing research plays

vital roles to connect each compartment to form a cohesive functional unit.

The automotive industry is at the center of Indias new global dynamic. It

plays major roles in retaining manufacturing industry growth over 12.5% per annum.

The motivation behind the project was to gain clear understanding about

marketing research. Through this project I have tried to understand the complexities

involved in gathering of data for drawing inferences .The final objective is to produce a

result that is accurate, useful, and free from bias and helps in the successful completion of

my PGDM course. The project has been presented in a simple format.

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INDEX

CHAPTER

NO.

TITLE PAGE

1 EXECUTIVE SUMMARY 10

2. INTRODUCTION 11

3.

COMPANY SYSTEM

15

4. LETRATURE REVIEW

26

5 DATA ANALYSIS & INFERENCE 42

6 SUMMARY &CONCLUSION 70

7 RECOMMENDATIONS 72

8 BIBLIOGRAPHY 73

9 QUESTIONARRIE 74

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LIST OF FIGURES

FIGURE

NO.

FIGURE LEGEND PAGE

1 Industry Volume Sales 20

2 Future Of Automobile in the Economy 20

3 Maruthis Strategic Goal 29

4 Porters Five Force Model 36

5

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LIST OF GRAPHS

FIGURE

NO.

FIGURE LEGEND PAGE

1 Customer Satisfactory Level Graphs 43-69

2

3

4

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Executive Summary

It was in 1970 that Sanjay Gandhi envisioned the manufacture of maruti which is known

popularly as the peoples car it is maruti which is known to give wheels to the nation. The

first car of maruti was rolled out on Dec. 14, 1983 after its collaboration with Suzuki

motors.

Satisfaction is a persons 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.

In todays competitive scenario firms consistently tries to satisfy his existing customer to

get more customers in every regards. To meet the desired expectation of customers

companies has to look around all aspects of products services and of course market

condition, otherwise they may be out of the race. Automobile industry has the same

competitiveness and every firm in the industry is consistently working for enhancing their

product and services.

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 Maruti

as the popular punchline also says Count On Us.

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CHAPTER NO- 2

INTRODUCTION

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INTRODUCTION

Project involves:

Introduction about Maruti

Procedure followed by Maruti for catering to the needs and queries of the

Customers

Application of Five Forces Model in the Automobile Industry

Quantitative research

Awareness regarding the facilities provided by Maruti

Overall opinion about Maruti

IMPORTANCE OF THE STUDY

The main scope of the study is to identify the satisfaction level of the MARUTISUZUKI customers

This study is based on the Primary Data & secondary data.

This research will help in improving the quality of service.

This research will help to identify the future demand for the MARUTIAutomobiles.

This research will help to find new market for MARUTI SUZUKI .

OBJECTIVE OF THE STUDY

To gain in-depth knowledge in corporate promotions activity.

To find out marketing strategy and action program of the MARUTHI SUZUKI.

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To analyze the taste & preferences of the MARUTHI customers.

To analyze the week point of MARUTHI as a automobile company.

LIMITATIONS

Limited time for the collection of data.

Received information from the company dealers only.

The data received from the respondents are not much viable.

The sample size is only 100 so the sample may not be truly representative of theMumbai population.

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RESEARCH METHODOLOGY

The purpose of methodology is to describe the process involved in research work.

This includes the overall research design, data collection method, the field survey and the

analysis of data.

Research Design:A research design is an arrangement of conditions for collection and analysis of a data in

manner that aims to combine relevance to the research purpose with economy in

procedure. Research is conducted within the conceptual structure. It is the blue print or the

collection measurement and analysis of data.

Detailed and structured questionnaire was designed.

Survey a sample of 100 customers.

The methodology developed was Primary and Secondary research.

The questionnaire was designed to get information from customers about their

satisfaction and overall opinion about Maruti.

Type of data used:

Since the researcher has undergone his project in the marketing field, only the

primary data is taken in to consideration. Company details have been taken from the

secondary data.

Field of Survey:

The field work for the survey was conducted in hyderabad. The exercise involved face to

face interview with the customers.

SAMPLING TECHNIQUE

Satisfied random sample

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ANALYSIS:

The important factors and datas collected were sequentially analyzed and graphed.

Chapter no -3

THE COMPANY/ORGANIZATION SYSTEM

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MARUTI UDYOG LIMITED

Maruti is India's largest automobile company. The company, a joint

venture with Suzuki of Japan, has been a success story like no other in the annals of the

Indian automobile industry.

Today, Maruti is India's largest automobile company. This feat was

achieved by the missionary zeal of our employees across the line and the far-sighted vision

of our management.

The Company Mission:

To provide a wide range of modern, high quality fuel efficient vehicles in

order to meet the need of different customers, both in domestic and export markets.

The Company Vision:

We must be an internationally competitive company in terms of our

products and services. We must retain our leadership in India and should also aspire to be

among the global players.

Their focus is on:

Building a continuously improving organisation adaptable to quick changes

Providing value and satisfaction to the customer

Aligning and fully involving all our employees, suppliers and dealers to face

competition

Maximising Shareholder's value

Being a responsible corporate citizen

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At Maruti, they have a clear perspective on manpower. They see it as a unique resource, in

the sense that optimal productivity of other resources depends largely on the way human

resources are utilised. The basic philosophy of management that underlies the Maruti

culture is that all employees of the company should be moulded into a team which then

strives as one, to achieve commonly shared company goals and objectives. To make this

philosophy tenable, the Company takes several initiatives. Inputs are sought from

employees at all levels. They believe that everyone should contribute to the formulation ofcompany policies, goals and objectives. Secondly, at Maruti, they encourage leadership in

the best sense of the word. According to us, a leader is one who must be impartial, must

have the ability to rise above his own subjectivity, and, most importantly, must practice

what he preaches.

They understand that the process of creating a sense of belonging that all

employees can identify with is a lengthy one. To ensure that this translates into concrete

reality, they have taken several simple but specific and well thought out measures. The firststep in this direction has been the introduction of a common uniform for all employees.

Another measure is the creation of a common canteen where all employees have lunch,

stand in common queues, and sit on the same table. Common toilets, common transport

and similar facilities for all levels of employees are other measures that reinforce their

emphasis on genuine equality in the workplace.

At Maruti They do not believe in the notion of organisational hierarchies.

As a matter of fact, the management structure and systems in Maruti have been designed to

promote decentralisation of authority. Maruti has a horizontal management structure with

only four functional levels of responsibility to facilitate quicker decision making.

Another focus area of the Maruti culture is the maintenance of a smoothly

functioning communication network. Maruti believes that communication channels

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between labour and management cannot simply consist of having a labour representative

on the Board of the Company. They have faith in the ability of labour to effectively

participate in management and make constructive suggestions.

To encourage this, they ensure that there is a thorough dissemination of

information at all levels, through newsletters or via a letter from the Chief Executive to all

employees. Meetings with the Union are held regularly, and programmes being

contemplated by the Company are discussed with the Union. The Sahyog Samiti, a

collection of representatives of non-unionised employees, training programmes in Japan,

Quality Circles, productivity-linked incentive schemes, and an ethos of discipline and

teamwork, all contribute to the Maruti culture.

Several measures of performance have made amply clear that Maruti has

established a truly healthy work culture. They have met all project and performance targets

since inception. Their productivity levels are constantly improving. The Company has had

good labour relations with employees from the very beginning, and they have been

successful in the export market. Yet, the Maruti culture is one that does not believe in

resting on its laurels. They adhere to the spirit of Kaizen, which states that constant

improvement is always possible. The most basic tenet of productivity that they hold dear is

that " Today should be better than Yesterday and Tomorrow should be better than Today".

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).

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A licence and a Joint Venture agreement was signed between Government

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

1982.

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.

Core Value

Customer Obsession

Fast, Flexible and First Mover

Innovation and Creativity

Networking and Partnership

Openness and Learning

Vision

The leader in the India Automobile Industry, Creating Customer Delight

and Shareholders Wealth; A pride of India

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Technological Advantage

We have introduced the superior 16 * 4 Hypertech engines across the

entire Maruti Suzuki range. This new technology harnesses the power of a brainy 16-bit

computer to a fuel-efficient 4-valve engine to create optimum engine delivery. This means

every Maruti Suzuki owner gets the ideal combination of power and performance from his

car.

Our other innovation has been the introduction of Electronic Power Steering

(EPS) in select models. This results in better and greater maneuverability. In other words,

our cars have become even more pleasurable to drive.

Production/R&D

Spread over a sprawling 297 acres with 3 fully-integrated production

facilities, the Maruti Udyog Plant has already rolled out over 4.3 million vehicles. In fact,

on an average, two vehicles roll out of the factory every minute. And it takes on an

average, just 14 hours to make a car. More importantly, with an incredible range of 11

models available in 50 variants, there's a Maruti Suzuki made here to fit every car-buyer's

budget. And dream.

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AWARDS

2005Number one in JD Power SSI for the second consecutive year

Number one in JD Power CSI for the sixth time in a row - the only car to

winit so many timesM800, WagonR and Swift topped their segments in the TNS TotalCustomer Satisfaction StudyLeadership in the JD Power Initial Quality Study - Alto number one in itssegment for the 2nd time in a row, Esteem number one in its segment forthe 3rd year in a row, Swift number one in the premium compact segmentWagonR and Esteem top their segments in the JD Power APEAL studyTNS ranks Maruti 4th in the Corporate Reputation Strength (CSR) study(#1 in Auto sector)-Feb 05Maruti bagged the "Manufacturer of the year" award from Autocar-CNBC( 2nd time in a row)-Feb 05

First Indian car manufacturer to reach 5 million vehicles salesBusiness World ranks Maruti among top five most respected companies inIndia-Oct 04Maruti ranked among top ten (Rank7) greenest companies in India byBusiness Today - Sep '04

2004

Maruti Suzuki was No. 1 in Customer atisfaction, No. 1 in Sales

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Satisfaction No.1 in Product Quality (Esteem and Alto) and No. 1 in

Product Appeal (Esteem and Wagon R)No. 1 in Total Customer Satisfaction (Maruti 800, Zen and Alto)

Business World ranked us among the country's five most respected

companies

Business World ranked us the country's most respected automobile

companyVoted Manufacturer of the year by CNBC

Voted one of India's Greenest Companies by Business Today-AC NielsonORG-MARG

2003

Maruti 800, Maruti Zen and Maruti Esteem make it to the top 10

automotive brands in "Most Trusted Brand survey 2003"J D Power ranked 3 models of Maruti on top: Wagonr, Zen and Esteem

Maruti 800 and Wagonr top in NFO Total Customer Satisfaction Study

2003.MUL tops in J D Power CSI (2001) for 4th time in a row

2001

MUL tops in J D Power CSI (2001) for 2nd time in a row: another

international first

2000

Maruti bags JD Power CSI - 1st rank; unique achievement by market

leader anywhere in the world

1999

MSM launched as model workshop in India; achieves highest CSI rating.

Central Board of Excise & Customs awards Maruti with "Samman Patra",

for contribution to exchequer and being an ideal tax assessee

1998

CII's Business Excellence Award

1996

Maruti wins INSSAN award for "Excellence in Suggestion Scheme"Awarded the Star Trading House status by Ministry of Commerce

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1994-95Engineering Exports Promotion Council's award for export performance

1994

Best Canteen award among Haryana Industries as part of employee

welfare

1992-93

Engineering Exports Promotion Council's award for export performance

1991-92Engineering Exports Promotion Council's award for export performance

Automobile Industry in Indian Market:-

India is an emerging country with huge potential. The domestic economy is

now growing at around 9-10% per annum and Indias importance in global terms is being

reinforced by rapidly rising exports and domestic consumption. At a time when numbers of

a slowdown and overheating in the Indian economy have started gaining momentum, the

Indian rupee sprang a surprise by pushing the GDP figure past the trillion-dollar (42,00,000

crore) mark.

The automotive industry is at the center of Indias new global dynamic. The

domestic market expanding rapidly as incomes rise and consumer credit becomes more

widely available. Manufacturers product lines are being continually expanded, as is thelocal automotive manufacturing base. Expectation are high that India can develop as a

global hub for vehicle manufacturers and as an outsourcing center that offers the global

automotive industry solution high up the automotive value chain.

India eyes 25 million automotive jobs.

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India's GDP is set to doubleover the nextdecade

In percentage terms, the automotive industry's contribution shouldalso double.

In dollarterms, the sector's contribution is set to quadruple to some $145bn

The automobile industry in India accounts for a business volume of $45

billion and has the potential to grow much faster both through Indian as well as

international manufacturers who have established huge facilities in the country

With the worlds second largest and fastest-growing population, there is no

denying Indias potential in both economic and population terms and the effect it will have

on the auto industry in the years to come. The country is already off to a good start, with a

well-developed components industry and a production level of 1 million four-wheeled

vehicles a year, plus a further 5 million two- and three-wheelers.

The implications, market drivers and scope of a future massive Indian vehicle

market are covered in the India Strategic Market Profile, a brand-new forecast of Indian

automotive and related activity to 2020. Based on Max Pemberton's unique relational long-term forecasting model, it forecasts car and CV sales, demographics, materials usage, auto

industry employment, and explains their inter- year of healthy growth in auto industry.

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INDUSTRY GROWTH

Future of the Automobile in the Economy

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US based consultancy, keystone predicts that India will become worlds

third largest automobile market by 2030. Overall size expected to

exceed 20 millionwith compoundedannual growthrate of over 12%.

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India Then & Now

1983Number of brands 2

Number of models 2

2010

Number of brands 35

Number of models 125

Some of the Car companiesin India:

Maruti Suzuki

Fiat

General motors (Opel, Chevrolet)

Ford

Hindustan motors, Mitsubishi

Honda

Hyundai

Baja tempo

Marinara

Maine elect.

Mercedes Benz

Nissan

San engineering

Soda

Toyota

Top three manufacturers:

Maruti Suzuki

Tate motors

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Hyundai

Car segmentation: This is done on the basis of size and price of the car

A segment: maruti800, omni

B segment: Zen, wagon-r, alto, Santo, polio, indicia

C segment: esteem, accent, indigo, icon, Honda city, civic

D-segment: opera, Octavia, sonata, monde, accord, corolla, Camry, Mercedes

BACKGROUND

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In 1970 , Sanjay Gandhi the son of Indira Gandhi envisioned the

manufacture of an indigenous , cost effective , low maintenance compact car for the Indian

middle class . Indira Gandhis cabinet passed a unanimous resolution for the development

and production of a peoples car. Sanjay Gandhis company was christened Maruti limited.

The name of the car was chosen after a Hindu deity named Maruti Ltd

That time Hindustan Motors Ambassador was the chief car and the

company had come out with a new entrant the premier Padmini that worked slowly gaining

a part of the market share dominated by the ambassador. For the next ten years the Indian

car market had stagnated at a volume of 30,000 to 40,000 cars for the decade ending 1983.

Sanjay Gandhi was awarded the exclusive contract and license to design,

develop and manufacture the Peoples Car. These exclusive rights of production

generated some criticism in certain quarters, which was directly targeted at Indira Gandhi.

Over the next few years the 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 Marutis 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. Marutis 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

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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.

Marutis 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 hadnt grown much Marutis 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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Chapter no- 4

Literature review

PORTERS FIVE FORCES MODEL

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Potential threats from

firms that make

substitute products or

services


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Threat of New Entrants

When the industry is profitable there is a threat of the entry of new entrants

as they want to share the growth prospects so the existing firms either have to share the

growing market pie or part with their own market share o the new entrants like the coming

of new Tata Nano in the market which is an A segment car and is known for its low price

and would give direct competition to Maruti-800 and would cause lesser sales volume and

revenue and lower the returns. As the switching costs from the existing products to a new

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Suppliers

bargaining power

Buyers

bargaining power

Potential threat from

entry of new firms

Forces of competition

created by rivalry


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one is not high so this encourages the foreign companies like Renault and also Indian

companies to bring in new models and enter the industry.

Today the customer is not brand loyal and if there is product differentiation the

promotion is so attractive that it supports the new entrants. Access to the distribution

channels is not difficult as can be done by forming joint ventures like Mahindra-Renault.

India offers a huge market for small, mid segment cars as the middle class is coming up in

a big way and even for the prestige class as new and elite brands have come up and India is

producing good number of entrepreneurs. Some of the ways of entering the industry is

either directly or by acquisition, joint ventures, licensing, franchises, mergers.

Rivalry Amongst Competitors

In any industry there are countermoves made by the companies to protect

themselves. Firms are mutually dependent and the situations keep changing with the

actions and reactions of the constituent firms. The desire to be the market leader or to

corner a larger market share leads to rivalry amongst competitors. The extent of the rivalry

amongst competitors in an industry affects the competition within that industry. When the

rivalry is weak, there is likely to be lesser competition, when the rivalry is high the

competition is high and its the same in the automobile industry.

There is cut throat competition, which leads to under pricing or severely fought

competitive battles on the basis of other factors such as delivery, advertising, after sales

services. For example when Maruti came up with the ad of a kancha were the tourists are

in the hills and there is no food there but there is a Maruti service station in the hilly

region. Moreover the demand in India is so large that it encourages competition.

Number of competitors in the automobile industry in India are:

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AudiBentleyBMWChevroletDaewooFiatFordHindustan motorsHondaHyundai

ICMLLambhorginiMahindraMahindra-RenaultMainiMaruti-SuzukiMaybachMercedes BenzMitsubishiNissanOpel

PorschePremierRolls-RoyceSanSkodaTataToyotaVolkswogenVolvo

Bargaining Power of Buyers-

The bargaining power of buyers of firms in an industry constitutes the ability

of buyers, individually or collectively to force a reduction in the prices of products and

services, demand a higher quality or better services or to seek more value for their

purchases in any way . If the purchasing power of buyers is low then it enables a firm to

pass on cost increases to buyers or to make the buyers accept a low quality of product /

service at a higher price.

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As in the automobile industry the switching costs of buyers is low the

bargaining power of buyers is more and they are sensitive to price increases. A car

constitutes a higher percentage of a buyers cost so an increase in the price would make the

buyer goto any other brand.

Bargaining power of suppliers-

Bargaining power of suppliers constitutes their ability, individually or

collectively, to force an increase in the price of the products or services or make the buyers

accept a lower quality of product or level of service a higher supplier bargaining power

constitutes a negative feature for existing firms or new entrants of an industry . A low

supplier bargaining power enables a firm to negotiate price increases in its favor or to make

the suppliers offer higher quality of inputs at a lower price. Suppliers have the ability to

integrate forward and backward. But the product is expensive so cannot ignore the

customer and has to provide better product like in India now even the B segment cars have

advanced technology features like airbags, anti braking systems,etc.

Bargaining power in this industry in not very high for the suppliers as there

in intense competition and substitutes are easily available. Switching costs are low so more

discounts are available and also the prices are reduced to fight competition. The raw

material is expensive like steel due to the demand still companies are trying to reduce the

cost of production.

Threat of Substitute Products-

Substitute products or services are those which are apparently different but

satisfy the same needs of customers. For example when the demand for swift diesel was

high and the supply was less then the customers who could not wait switched to Tata as it

makes diesel cars. These days segment B cars are promoted in a way as segment C cars are

done so that they can attract the customer and give him a feeling of belonging to the esteem

segment.

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Significance of work

Role of the Sales Person

He should be neatly dressed

He should have knowledge about various products

Features

Variants

Colors

Prices

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Sales promotion campaigns

Competitor products , their features , prices ,etc.

Latest service and warranty policies

Current availability

Carry copy of ready reckoner

Do not leave the customer unattended for more than 3 minutes

Customer Care Team:

Role of the Customer Care Manager:

Customer Care Manager is the leader of the customer care team. He is accountable for the

sales satisfaction index of the dealership. The customer care manager ensures that every

customer is properly followed up and feedback is recorded. Also the customer complaints

are recorded and resolved as soon as possible to the level of satisfaction. The customer care

executives report to the customer care manager.

Customer Care Executive:-

Initially does the Post Sales Follow up (PSF) and monitors the feedback forms at the

showroom

Post sales follow up

PSFs are done in order to get the first hand feedback form the customer about the

experience that they had during the sales and delivery process.

The first PSF is done within the 72 hours of delivery and the voice or exact wordings of the

customer are recorded. The next PSF call is made after 15 days after the vehicle is

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delivered. The feedback form system is a very important tool to obtain customers

feedback on the experience that the customer had during the purchase of his/her car.

Steps to be followedafter receivingcustomercomplaint:

Firstly customer acre manager gives a control number to all complaints received and

records the same in the customer complaints control register.

Then customer acre manager gets in touch with the customer over the phone and expresses

regret on the inconvenience faced by the customer

Immediate action is taken to ensure that the customer complaint is resolved and writes a

letter of apology

The customer care manager along with the concerned DSE, then visits the customer, hands

over the letter and takes satisfaction note from the customer

Then he sends a copy of the letter and the satisfaction note to Maruti Udyog Ltd. And also

files a copy of the same in the customer complaints register/file.

Then the CCM discusses the customer complaints in the weekly meeting with the

general manager on SSI with the entire showroom staff. Necessary counter measures are

taken to ensure that such complaints are not repeated in future.

All sales staff and managers review customer care activities on daily, weekly and

monthly basis. The SSI review meet is conducted regularly.

According to Maruti

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A customer is the most important visitor on our premises

He is not dependent on us ,

We are dependent on him,

He is not an interruption on our work,

He is the purpose of it.

He is not an outsider on our business,

He is part of it.

We are not doing him a favor serving him,

He is doing us a favor by giving us the

Opportunity to do so

How you communicate

Your words 7%

Your voice 35%

Your body language 58%

Moments of truth

Expectation---------------satisfaction---------------------realityIf you get what you expected

Expectation---------------dissatisfaction----------------realityIf you get less than you expected

Expectation---------------delight--------------------------realityIf you get more than you expected

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When customers dont complain they go somewhere else.

Customers dont complain. They pass on their dissatisfaction to their colleagues , family ,

greengrocer, suppliers , consultants, managers , sports club, grandparents, neighbours,

director, to you.

MARUTIS STRATEGIC GOAL

-Maintained its materials cost despite change in product mix.

-Growing shipments of Alto.

-Has 55% of the market.

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New ProductsSX4 launched in 2007Grand Vitara launched in2007New variant ofSwift

Capacity ExpansionProduction capacity ofSwift increasedStarted production at itsthird plant in2003

Distribution

NetworkIncrease Customer TouchPoints

Increase in the Number

Of Maruti Service Station

InternationalBusinessGrowth in Exports


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-Introduced both petrol and diesel variants of Swift.

-Maruti has cut the prices of models including Maruti 800, Omni, Zen, Wagon R,

Swift Diesel and Alto. The amount of this price cut varies from Rs. 6,500 for Maruti 800 to

Rs. 18,030 for Swift Diesel (in New Delhi).

-Maruti Suzuki to invest 200 billion Yen on expansion in India.

-Sri Lanka currently is the largest export market for Maruti where it sells 8,000-9,000 cars

a year.

-Maruti Udyog to enter South African market.

-Invest more on marketing and research and development.

-They are working on identifying their dealership in the region in collaboration with the

parent company Suzuki.

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CHAPTER NO-5&6

DATA ANALYSIS AND INFERENCE

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QUESTIONIRE ANALYSIS

1) What do you think ,sales man in maruti showroom have good knowledge about the

product?

No. ofRespondents Percentage

Strongly Disagree 0 0%Disagree 0 0%Neither Disagree Nor Agree 0 0%Agree 86 86%Strongly Agree 14 14%

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

Percentage

86%

14%

Chart Title

Strongly Disagree

Disagree

Neither Disagree Nor Agree

Agree

Strongly Agree

Interpretation: 86% people agreed that the sales persons are knowledgeable and

14% strongly agreed that the sales persons are knowledgeable.

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2) what do you think ,sales man in maruti showroom spent enough time with you

before sales?

Employees spent enough timewith you before sales No. of Respondents PercentageStrongly Disagree 0 0%Disagree 0 0%Neither Disagree Nor Agree 0 0%Agree 64 64%Strongly Agree 36 36%

0

10

20

30

40

50

60

70

No. of Respondents

Strongly Disagree

Disagree

Neither Disagree NorAgree

Agree

Strongly Agree

Interpretation- 64% people agreed that the sales persons spent enough time with

them before the sales and 36% strongly agreed with this.

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3).what do you think ,sales man in maruti showroom spent enough time with you

during sales?

Employees spent enough timewith you during sales

No. of Respondents Percentage

Strongly Disagree 0 0%Disagree 4 4%Neither Disagree Nor Agree 0 0%

Agree 62 62%Strongly Agree 34 34%

0

10

20

30

40

50

60

70

No. of Respondents

Strongly Disagree

Disagree


Agree

Strongly Agree

Interpetation -62% agreed that sales persons spent enough time with them during thesales , while 34% strongly agreed that the sales persons spent enough time with themduring sales and only 4% disagreed with this.

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4). what do you think ,sales man in maruti showroom spent enough time with you

after sales?

Employees spent enough timewith you after sales


Strongly Disagree 0 0%Disagree 22 22%Neither Disagree Nor Agree 0 0%Agree 54 54%

Strongly Agree 26 26%

0

10

20

30

40

50

60

No. of Respondents

Strongly DisagreeDisagree


Agree

Strongly Agree

Interpretation- 60% agreed that the sales persons spent enough time with them after

sales ,26% strongly agreed with this and 14% disagreed that the sales persons spent enough

time with them after sales.

5). what do you think Display of Merchandize in maruti showroom are looks attractive?

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Display of MerchandizeNo. of Respondents Percentage


Strongly Agree 6 6%

0

10

20

30

40

50

60

70

80

90

100

No. ofRespondents

Percentage

Strongly Disagree

Disagree


Agree

Strongly Agree

Interpetation- 94% agreed that the display of merchandize was attractive and 6%

strongly agreed that the display of merchandize was attractive.

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6). what do you think availability of products in maruti showroom are good?

Availability of the ProductNo.OfRespondents

Percentage


Strongly Agree 5 5%

0

10

20

30

40

50

60

70

80

90

100

No. of Respondents

Strongly Disagree

Disagree


Agree

Strongly Agree

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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7).what do you think variety/selection of merchandize in maruti showroom are good?

Variety/Selection of Merchandize

No.ofRespondents Percentage


0

10

20

30

40

50

60

No. of Respondents

Strongly DisagreeDisagree


Agree

Strongly Agree

Interpretation - 94% agreed that the display of merchandize was attractive and 6%strongly agreed that the display of merchandize was attractive.

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8).what do you think vehicle was in good condition when delivered?

Availability of the ProductNo.OfRespondents

Percentage


0

10

20

30

40

50

60

70

80

90

No. of Respondents

Strongly Disagree

Disagree


Agree

Strongly Agree

Interpretation- 82% agreed that the vehicle was in good condition when delivered ,16% strongly agreed with this whereas only 2% disagreed with this.

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9). what do you think the prices in maruti showroom are affordable?

Prices Are AffordableNo. of Respondents Percentage

Strongly Disagree 0 0%Disagree 12 12%Neither Disagree Nor Agree 15 15%

Agree 21 21%Strongly Agree 52 52%

0

10

20

30

40

50

60


Strongly Disagree

Disagree


Agree

Strongly Agree

Interpretation - 64% strongly agreed that the prices are affordable , 21% agreedthat the prices are affordable whereas only 15% said that they neither disagreed nor agreedwith this.

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10). what do you thinkthe discounts offered in maruti showroom are attrective?

Attractive Discounts OfferedNo. of Respondents Percentage

Strongly Disagree 0 0%

Disagree 26 26%Neither Disagree Nor Agree 0 0%Agree 47 47%Strongly Agree 27 27%

0

10

20

30

40

50

60

No. of Respondents

Strongly Disagree

Disagree


Agree

Strongly Agree

Interpretation- 55% agreed that the discounts offered are attractive ,34% strongly agreed with this while 11% disagreed and said that thediscounts offered were not attractive.

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11) ). what do you think the the dcor of the waiting area was pleasent?

Dcor Of The Waiting Area IsPleasing



0

10

20

30

40

50

60

70

80


Strongly Disagree

Disagree


Agree

Strongly Agree

Interpretation-80%agreed that the dcor of the waiting area was pleasing while 20%

strongly agreed that the dcor of the waiting area was pleasing.

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12)In maruti showroom they offers test drive?

Offered A Test DriveNo. of Respondents Percentage

Strongly Disagree 0 0%Disagree 20 20%

Neither Disagree Nor Agree 0 0%Agree 74 74%Strongly Agree 6 6%

0

10

20

30

40

50

60

70

80


Strongly Disagree

Disagree


Agree

Strongly Agree

Interpretation- 74%agreed that the test drive was offered to them ,6% strongly

agreed that the test drive was offered while 20% disagreed with this.

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13).What you think in maruti showrooms post sales follow up are done regularly

Post Sales Follow Up DoneRegularly




0

10

20

30

40

50

60


Strongly Disagree

Disagree


Agree

Strongly Agree

Interpretation-59%agreed that the post sales follow ups are done regularly , 26%srongly agreed and 15%disagreed with this.

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14) service center of maruti responds quickly on complaints.

Responds To complaintsQuickly


Strongly Disagree 0 0%Disagree 9 9%Neither Disagree Nor

Agree 12 12%Agree 61 61%Strongly Agree 18 18%

0

10

20

30

40

50

60

70

No. of Respondents

Strongly Disagree

Disagree


Agree

Strongly Agree

Interpretation - 64% agreed that the response to complaints is quick ,18% stronglyagreed , 12% neither agreed nor disagreed and 6% disagreed with this.

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14)what do you thing service Maruti Service StationIs Excellent?

Service At Maruti Service Station Is ExcellentNo. ofRespondents Percentage

Strongly Disagree 0 0%

Disagree 4 4%Neither Disagree Nor Agree 0 0%Agree 82 82%Strongly Agree 14 14%

0

10

20

30

40

50

60

70

80

90

No. ofRespondents

Percentage

Strongly Disagree

Disagree


Agree

Strongly Agree

Interpretation- 82% said that the service at maruti service station is excellent , 14%strongly agreed while only 4% disagreed with this.

15)what you think people in maruti careful with personal information?

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Careful With Personal InformationNo. ofRespondents Percentage



0

10

20

30

40

50

60

70

80

90

No. ofRespondents

Percentage

Strongly Disagree

Disagree


Agree

Strongly Agree

Interpretation-85% agreed that yes they were careful with personal information,strongly agreed with this and 8% neither agreed nor disagreed.

16) what do you think maruti fulfills all the commitment made by then?

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All The Commitments Are FulfilledNo. ofRespondents Percentage


0

10

20

30

40

50

60

70

80

90

No. of Respondents

Strongly Disagree

Disagree


Agree

Strongly Agree

Interpretation-94% strongly agreed that all the commitments were fulfilled and 6%agreed with this.

17)Buying maruti cars is a value for money deal?

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Value For MoneyNo. ofRespondents Percentage


0

10

20

3040

50

60

70

80

90

100


Strongly Disagree

Disagree


Agree

Strongly Agree

Interpretation- 98% strongly agreed that maruti provides value for money while 2%agreed with this.

18) Are you aware of the following facilities provided by maruti?

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Maruti insuranceNo. ofRespondents Percentage

Yes 98 98%No 2 2%

0

10

20

30

40

50

60

70

80

90

100

No. of Respondents

Yes No

Interpretation-98% said yes that they are aware about maruti insurance while only

2% said that they were not aware.

a) EXTENDED WARRANTY

Extended warrantyNo. ofRespondents Percentage

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Yes 97 97%No 3 3%

0

10

20

30

40

50

60

70

80

90

100

No. of Respondents

Yes No

Interpretation-97% said they were aware about extended warranty and 3% said thatthey did not know about this.

b).TRUE VALUE

True valueNo. ofRespondents Percentage

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Yes 98 98%No 2 2%

0

10

20

30

40

50

60

70

80

90

100

No. of Respondents

Yes No

Interpretation-98% said they were aware about true value and 2% said they were not

aware.

1) maruti finance

Maruti financeNo. ofRespondents Percentage

Yes 75 75%No 25 25%

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0

10

20

30

40

50

60

70

80

No. of Respondents

Yes No

Interpatation-75% said that they were aware about maruti finance and25% said that they were not aware of it.

2) auto card

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AutocardNo. ofRespondents Percentage

Yes 84 84%No 16 16%

0

10

20

30

40

50

60

70

80

90

No. of Respondents

Yes No

Interpretation-84% said that they were aware about autocard and 16% said that theywere not aware of it.

3) genuine accessories

Genuine AccessoriesNo. ofRespondents Percentage

Yes 85 85%

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No 15 15%

0

10

20

30

40

50

60

70

80

90

No. of Respondents

Yes No

Interpretation-85% said that they were aware of genuine accessories available and 15%said they were not aware.

18) What is your overall opinion about Maruti ?

ChoiceNo. ofRespondents Percentage

Very bad 0 0%Bad 0 0%Neither bad nor good 0 0%Good 4 4%Very good 96 96%

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0

10

20

30

40

50

60

70

80

90

100

No. of Respondents

Very bad

Bad

Neither bad nor good

Good

Very good

Interpretation-96% said that there overall opinion about maruti was that it is vergood while 4% said that it is good.

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Chapter no-6

conclusion

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On an average more than 73% people feel that the prices are affordable whereas

12% do not agree, 74% believe that attractive discounts are offered

whereas 26% are not satisfied with the discounts offered. 20% said that

the test drives are not offered and 15% said that post sales follow ups are

not done regularly whereas 85% said that they were done regularly but

people feel that it is the peoples car as it is satisfactory on all other

parameters: knowledgeable sales persons , employees spent enough time

before and during sales, display of merchandise is attractive, availability

of product, variety of merchandize, vehicle in good condition, prices are

affordable, attractive discounts are offered, dcor of the waiting area is

pleasing, responds to complaints quickly, service at maruti service station

is excellent, careful with personal information and is value for money .

In the present study an attempt was made to measures the existing

marketing strategies of promotional activity by the Maruthi and Tata car

The researcher used questionnaire which include for customers and for

managers to known the current marketing strategy for the promotional activity. Hypothesis

is used to under to under the satisfy level of the customers.

Correlation is used for knowing the company cars performances. Thedifferent option was know by the researcher when the customer given important for

features of the cars. This study helps to know the difference of dealers promotional

activity and the company promotional activity.

The promotional activity may different, but the effectiveness only known

by the customers when it reaches fully to the customer which would help in the increase of

sales.

The researcher made this study to not as conclusive but it would be a corner

stone on which many more stones need to placed to complete the foundation.

The overall opinion about maruti is very good.

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Recommendations

More test drives should be offered.

Should be more particular about Post Sales Follow Up as it shows the concern ofthe company with the customer.

Should put in more efforts to promote Maruti Finance , Autocard and Accessories.

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Bibliography

www.marutiudyog.com

Automobile Magazines

www.marutisazukiindialtd.com

Marketing Management by Philip Kotler

Kothari. C. R, Research Methodology, New Age International(P) Ltd., New Delhi

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http://www.marutiudyog.com/http://www.marutisazukiindialtd.com/http://www.marutiudyog.com/http://www.marutisazukiindialtd.com/


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Questionnaire

Being an esteem customer of Maruti Udyog Limited you are requested totake out a few minutes and fill the following questionnaire.

Q.1) How long have you been associated with Maruti?

Q.2.)How would you rate Maruti on the following parameterStronglydisagree

Disagree NeitheragreeNordisagree

agree Stronglyagree

Knowledgeable sales person

Employees spent enough time withyou: before salesDuring salesAfter sales

Display of merchandise is

attractiveAvailability of the product

Variety/selection of merchandise

Vehicle in good condition

Prices are affordable

Attractive discounts offered

Dcor of the waiting area ispleasing

Offered a test drive

Post sales follow ups are doneregularly

Responds to complaints quicklyService at Maruti service station isexcellent

Careful with personal information

All the commitments are fulfilled

Value for money

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Q.3)Are you aware of the following facilities provided by maruti

Yes No

Maruti insurance

Extended warranty

True value

Maruti finance

AutocardGenuine accessories

Q.4) What is your overall opinion about Maruti?

Very Bad Neither Bad Good VeryBad Nor Good Good

1 2 3 4 5

Q.5) How likely would you recommend Maruti?

Very VeryUnlikely Likely

1 2 3 4 5

Date Sign

Thank You for your prestigious time

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Documents

Project Report Anuj