customer stasification on i martuti suzki by rupesh
TRANSCRIPT
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CHAPTER 1
INTRODUCTION
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1.1INTRODUCTION TOPIC
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. Customers satisfaction with a product depends on the products
performance relative to the buyers 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 companys 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. 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 lowerprofits. The company may be able to increase profitability along with customer
satisfaction by improving its manufacturing or investing on the R & Dissatisfaction is the
customers 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
customers 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 ones 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 dont think a lot about or services that they receive
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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. Customer Satisfaction is influenced by
specific product or service features and by perceptions of quality as suggested.
Satisfaction is also influenced by customers emotional responses, their attributions, and
their perceptions of equity.
Product and service featuresCustomer Satisfaction with a product or service is influenced by significantly by the
customers evaluation of product or service features. Research has shown that customers
of services will make trade-offs among different service features (for example, price level
versus quality versus friendliness of personnel versus level of customization), depending
on the type of service being evaluated and criticality of service.
Customer Emotion
Customers emotions can also affect their perceptions of satisfaction with products and
services. These emotions can be stable, preexisting emotions.
Attributions for Service success or failure
Attributions- the perceived causes of events influence perceptions of satisfaction as
well. When they have surprised by an outcome, consumer tend to look for the reasons,
and their assessments of the reasons can influence their satisfaction. National Customer
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Satisfaction Indexes Because of the importance of customer satisfaction to firms and
overall quality of life many countries have a national index that measures and tracks
customer satisfaction at a macro level. Many public policy makers believe that these
measures could and should be used as tools for evaluating the health of the nations
economy, along with traditional measures of productivity and price. Customer
Satisfaction indexes begin to get at the quality of economic output, whereas more
traditional economic indicators tend to focus only on quantity. The American Customer
Satisfaction Index (ACSI) The ACSI, developed by researcher at the National Quality
Research Center at the University of Michigan, is a measure of quality of goods and
services as experienced by consumers. The measure tracks customer perceptions across
200 firms representing all major economic sectors, including government agencies. For
each company approximately 250 interviews are conducted with current customers. Each
company receives an ACSI score computed from its customers perceptions of quality,
value, satisfaction, expectations, complaints, and future loyalty. Customer Expectations
of Service Customer Expectations are beliefs about service delivery that functions as
standards or reference points against which performance is judged. Because customers
compare their perceptions of 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
customeroriented termsquality 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. Satisfaction versus Service
quality Practitioners and writers in the popular press tend to use the terms satisfaction and
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quality interchangeably, but researches have attempted to be more precise about the
meanings and measurements of the two concepts, resulting in considerable debate.
Consensus is growing that the two concepts are fundamentally different in terms of their
underlying causes and outcomes. Although the certain things in common, satisfaction is
generally viewed as a broader concept, whereas service quality assessment focuses
specifically on dimensions of service. Based on this view, perceived service quality is a
component of customer satisfaction.
Methods of measuring Customer Satisfaction
A companys tools for tracking and measuring Customer Satisfaction range from
Primitive to the sophisticated methods. Companies use following methods to measure
how much Customer Satisfaction they are creating.
Complaint & Suggestion Systems:
A customer centered organization would make it easy for its customers who deliver
suggestion and complaints. Many restaurants and hotels provides from guests to report
their likes and dislikes. Some companies establish customer hot line with toll-free
numbers to maximize the ease with which customers can inquire, make suggestions or
complaints. This inform action flows provide this companies with many good ideas and
enable then to act more rapidly to resolve problems.
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1.2 INDUSTRY PROFILE
The Indian automotive industry has emerged as a 'sunrise sector' in the Indian economy.
India is emerging as one of the world's fastest growing passenger car markets and second
largest two wheeler manufacturers. It is also home for the largest motor cycle
manufacturer and fifth largest commercial vehicle manufacturer. Indian automobile
sector can be divided into several segments: 2 & 3 wheelers, Passenger cars, Commercial
vehicles (Heavy CVs/ Medium CVs/Light CVs), Utility vehicles (UVs) and Tractors.
Agricultural tractors and Earth Moving Machinery is an associated sector, which keeps
the wheels of the agrarian economy moving. It is heavily reliant and aligned to the
automobile and allied engineering sector and plays a significant role in India. The
automotive Industry in India is now working in terms of the dynamics of an open market.
Many joint ventures have been set up in India with foreign collaboration, both technical
and financial with leading global manufacturers. Also a very large number of joint
ventures have been set up in the auto-components sector and the pace is expected to pick
up even further. The industry is characterized by a very high percentage (75%) of
production in the 2/3 wheelers sector. India ranks as the largest manufacturer of
motorcycles and second largest in manufacturing of scooters in the world.
India today is also the second largest manufacturer of tractors, as well. The industry has
intense forward and backward integration. The joint venture list indicates a widevariation ranging from 10% to 100%. The equity participation is not regulated by
Government but is market driven. It depends upon the market perceptions of the joint
venture partners and their business perceptions primarily in terms of technological,
financial and market strengths of the partners. The setting up of joint ventures has also
led to enhanced capacity creation in the vehicle sector, particularly in the passenger car
sector and the additional capacity is expected to mount by one million passenger cars in
the next 4-5 years. The large volumes of investment including foreign direct investment
in the automobile manufacturing ventures and technical collaboration are propelling a
quantum jump in up gradation of technology.
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Component Segment
In India, the vehicle population, currently at sixty million, is growing at a rate of more
than 9% per annum. Of this, 63 % are two/three wheelers. Growth rate has been very
high for passenger cars and 2/3 wheeler vehicles.
Key Statistics
The amount of cumulative foreign direct investment (FDI) inflow into the automobile
industry during April 2000 to January 2013 was worth US$ 7,653 million, amounting to 4
per cent of the total FDI inflows (in terms of US$), as per data published by Department
of Industrial Policy and Promotion (DIPP), Ministry of Commerce. The Indian small and
light commercial vehicle segment is expected to more than double by 2015-16 and grow
at 18.5 per cent compound annual growth rate (CAGR) for the next five years, according
to a report titled, 'Strategic Assessment of Small and Light Commercial Vehicles Market
in India' by Frost & Sullivan. The light commercial vehicles (LCV) market - both
passenger and goods carrier is estimated to register a sales growth of around 20 per cent
during FY 2012-FY 2015, as per a RNCOS report titled, "India LCV Market Outlook.
India is the world's second-largest heavy commercial vehicle market. The RNCOS report,
"India MCV and HCV Market Outlook", observed that infrastructure boom and
emergence of hub and spoke model, among other factors have given a new dimension to
the medium and heavy goods carrier commercial vehicles' sector in India. It is anticipated
that the sales of medium and heavy commercial (M&HC) goods carriers will increase at a
CAGR of more than 10.5 per cent during 2011-12 to 2014-15.In another RNCOS
research report, "Indian Automobile Sector Analysis", the production of passenger
vehicle is forecast to grow at a CAGR of around 11 per cent from 2009-10 to 2012-13,
and domestic volume sales at a CAGR growth of around 12 per cent.
Major Developments & Investments
Yamaha Motor Co (YMC) has announced to set up its fifth global research and
development (R&D) centre at its Greater Noida facility
Honda Cars India Ltd (HCIL) plans to invest Rs 2,500 crore (US$ 462.11 million)
at its Tapukara plant in Rajasthan. The company plans to set up a new assembly
line for car with an installed annual capacity of 120,000 units
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Isuzu Motors plans to set up its Greenfield manufacturing facility in Andhra
Pradesh (AP), for pickup trucks or LCV and SUV, with an investment of Rs 1,500
crore (US$ 277.26 million) over 5-7 years
Volvo plans to expand car operations in India. The company looks to drive in new
models in the market apart from increasing its sales network
Global ultra-luxury car maker, Rolls-Royce Motor Cars, plans to launch exclusive
'India Edition' cars in 2013. The car maker would come up with a customized
edition of its Phantom and Ghost models for Indian buyers
Escorts Ltd has inked a partnership with Italy-based BCS Spa to distribute and
sell the specialty Ferrari brand of tractors in India
TVS Motor and BMW AG's motorcycle division have announced a deal to jointly
develop bikes that would give the Indian automaker access to BMW technology.
TVS Motor and BMW will develop motorcycles in the sub 500 cc segment
Bajaj Auto and Kawasaki Heavy Industries plan to take their partnership to
Indonesia, under which select Bajaj products will be assembled at the Kawasaki
facility and distributed through its network
Bajaj Auto also plans to become the first Indian automobile company to
manufacture a street bike, with a made in India motorcycle tag, in the US. The
Indian company will manufacture this product for its partner KTM AG
Government Initiatives
The Government of India allows 100 per cent FDI in the automotive industry.
Some of the highlights of the Union Budget 2012-13:
The auto sector reported a robust growth rate of 26 percent in the last two years
(2010-2012). The BSE AUTO Index outperformed the benchmark Nifty by 79%,
12% and 19% in FY10, FY11 and FY12, respectively. However, the sector has
shown a sluggish growth of 12 percent in 2012. The trend is likely to stay with a
10 percent growth outlined for 2013 citing high ownership costs (fuel The auto
industry is encouraged by 5 years extension of 200 per cent weighted deduction of
R&D expenditure under Income Tax Act and also introduced the weighted
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deduction of 150 per cent for expenditure on skills development. These measures
will help the industry improve its products and perform an.
The increase in customs duty on cars and multi-utility vehicles (MUVs) valued
above US$ 40,000 from 60 per cent to 75 per cent seems to be a step to encourage
local manufacturing, value addition and employment
Also, the concessional import duty on specified parts of hybrid vehicles has been
extended to lithium ion batteries and other parts of Hybrid vehicles. This will help
the industry to achieve better cost efficiency
The Government of India plans to push the supply of vehicles powered by
electricity over the next eight years. It is expected that there will be a demand of
5-7 million electricity-operated vehicles by 2020. The Government also plans to
introduce fuel-efficiency ratings for automobiles to encourage sale of cars that
consume less petrol or diesel, as per Mr Veerappa Moily, Union Minister for
Petroleum and Natural Gas. The rapid improvement in infrastructure, huge
domestic market, increasing purchasing power, established financial market and
stable corporate governance framework have made the country a favorable
destination for investment by global majors in the auto industry, as per
Automotive Mission Plan (AMP) (2006-16). The AMP aims at doubling the
contribution of automotive sector in gross domestic product (GDP) by taking the
turnover to US$ 145 billion in 2016 with special emphasis on export of small
cars, MUVs, two & three wheelers and auto components.
The automobiles sector is divided into four segments two-wheelers (mopeds, scooters,
motorcycles, electric two-wheelers), passenger vehicles (passenger cars, utility vehicles,
multi-purpose vehicles), commercial vehicles (light and medium-heavy vehicles), and
three wheelers (passenger carriers and good carriers).
The industry is one of the key drivers of economic growth of the nation. Since the de-
licensing of the sector in 1991 and the subsequent opening up of 100 percent FDI through
automatic route, Indian automobile sector has come a long way. Today, almost every
global auto major has set up facilities in the country.
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The world standings for the Indian automobile sector, as per the Confederation of Indian
Industry, are as follows:
Largest three-wheeler market
Second largest two-wheeler market
Tenth largest passenger car market
Fourth largest tractor market
Fifth largest commercial vehicle market
Fifth largest bus and truck segment
Solid but cautious growth is expected over the next few years. However, from a long-
term perspective, rising incomes, improved affordability and untapped markets present
promising opportunities for automobile manufactures in India. According to Macquarie
equities research, sale of passenger vehicles is expected to double in the next four years
and growth anticipated is higher than the 16 percent achieved in the past 10 years. Two-
wheeler vehicle segment is expected to show slow growth of 10 percent CAGR over the
period of 2012-2016, suggests the report. The Government recognizes the impact of the
sector on the nations economy, and consequently, the Automotive Mission Plan 2016
launched by it seeks to grow the industry to a size of US $145bn by 2016 and make it
contribute 10 percent to the nations GDP.
Factors that will drive growth in the sector
Rising incomes among Indian population will lead to increased affordability, increasing
domestic demand for vehicles, especially in the small car segment.
Fuel economy and demand for greater fuel efficiency is a major factor that affects
consumer purchase decision that will bring leading companies across two-wheeler and
four-wheeler segment to focus on delivering performance-oriented products.
Product innovation and market segmentation will channelize growth. Vehicles based on
alternative fuels will be an area of interest for both consumers and auto makers.
Focus on establishing India as auto-manufacturing hub is reigning in policy support in
form of Governments technology modernization fund.
Industry will seek to augment sales by tapping into rural markets, youth, women and
luxury segments.
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1.3 COMPANY PROFILE
Maruti industry
Maruti products including Maruti800, the Zen and the Esteem have been rated best cars
in their category in Total Customer Satisfaction Survey 2004 conducted by TNS
Automotive. The companys quality systems and practices have been rated as a
benchmark for the automotive industry world-wide by A V Belgium, global auditors
for International Organization for Standardization. In keeping with its leadership position,
Maruti supports safe driving and traffic management through mass media messages and a
state-of-the art driving training and research institute that it manages for the Delhi
Government. The companys service business including sale and purchase of pre owned
cars (True Value), lease and fleet management service for corporate (N2N), Maruti
Insurance and Maruti Finance are now fully operational. These initiatives, besides
providing totally mobility solutions of customers in a convenient and transparent manner,
have helped improve economic viability of The Companys dealerships. The company is
listed on Bombay Stock Exchange and National Stock Exchange.
Maruti Udyog Limited (MUL)
Established in February 1981, though the actual production commenced in 1983 with the
Maruti 800, based on the Suzuki Altokei carwhich at the time was the only modern caravailable in India, its only competitors- the Hindustan Ambassadorand Premier Padmini
were both around 25 years out of date at that point. Through 2004, Maruti Suzuki has
produced over 5 Million vehicles. Maruti Suzukis are sold in India and various several
other countries, depending upon export orders. Models similar to those made by Maruti
in India, albeit not assembled or fully manufactured in India or Japan are sold by Pak
Suzuki Motors in Pakistan. The company exports more than 50,000 cars annually and has
domestic sales of 730,000 cars annually. Its manufacturing facilities are located at two
facilities Gurgaon and Manesar in Haryana, south of Delhi. Maruti Suzukis Gurgaon
facility has an installed capacity of 900,000 units per annum. The Manesar facilities,
launched in February 2007 comprise a vehicle assembly plant with a capacity of 550,000
units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and
transmissions. Manesar and Gurgaon facilities have a combined capability to produce
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over 14, 50,000 units annually. About 35% of all cars sold in India are made by Maruti.
The company is 54.2% owned by the Japanese multinational Suzuki Motor Corporation
per cent of Maruti Suzuki. The rest is owned by public and financial institutions. It is
listed on the Bombay Stock Exchange and India. During 2007 and 2008, Maruti Suzuki
sold 764,842 cars, of which 53,024 were exported. In all, over six million Maruti Suzuki
cars are on Indian roads since the first car was rolled out on 14 December 1983. Maruti
Suzuki offers 15 models, Maruti 800, Alto, Maruti Alto 800, WagonR, Estilo, A-star,
Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Gypsy, Grand Vitara, Kizashi and the newly
launched Ertiga. Swift, Swift DZire, A-star and SX4 are manufactured in Manesar, Grand
Vitara and Kizashi are imported from Japan as completely built units(CBU), remaining
all models are manufactured in Maruti Suzuki's Gurgaon Plant. The company is believed
to be moving towards introduction of a new version of Maruti 800 by November 2012,
which will be more fuel efficient, though slightly costlier than Alto and existing Maruti
800.The Suzuki Motor Corporation, Maruti's main stakeholder, is a global leader in mini
and compact cars for three decades. Suzukis strategy is to utilize light-weight, compact
engines with stronger power, fuel-efficiency and performance capabilities. Nearly 75,000
people are employed directly by Maruti Suzuki and its partners. It has been rated first in
customer satisfaction among all car makers in India from 1999 to 2009 by J D Power
Asia Pacific.
Joint venture related issues
Relationship between the Government of India, under the United Front (India) coalition
and Suzuki Motor Corporation over the joint venture was a point of heated debate in the
Indian media till Suzuki Motor Corporation gained the controlling stake. This highly
profitable joint venture that had a near monopolistic trade in the Indian automobile
market and the nature of the partnership built up till then was the underlying reason for
most issues. The success of the joint venture led Suzuki to increase its equity from 26%
to 40% in 1987, and further to 50% in 1992. In 1982 both the venture partners had
entered into an agreement to nominate their candidate for the post of Managing Director
and every Managing Director will have a tenure of five year.R.C. Bhargava was the
initial managing director of the company since the inception of the joint venture. Till
today he is regarded as instrumental for the success of Maruti Suzuki. Joining in 1982 he
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held several key positions in the company before heading the company as Managing
Director. Currently he is on the Board of Directors. After completing his five-year tenure,
Mr. Bhargava later assumed the office of Part-Time Chairman. The Government
nominated Mr. S.S.L.N. Bhaskarudu as the Managing Director on 27 August 1997. Mr.
Bhaskarudu had joined Maruti Suzuki in 1983 after spending 21 years in the Public sector
undertaking Bharat Heavy Electricals Limited as General Manager. In 1987 he was
promoted as Chief General Manager. In 1988 he was named Director, Productions and
Projects. The next year (1989) he was named Director of Materials and in 1993 he
became Joint Managing Director. Suzuki did not attend the Annual General Meeting of
the Board with the reason of it being called on a short notice. Later Suzuki Motor
Corporation went on record to state that Bhaskarudu was "incompetent" and wanted
someone else. However, the Ministry of Industries, Government of India refuted the
charges. Media stated from the Maruti Suzuki sources that Bhaskarudu was interested to
indigenize most of components for the models including gear boxes especially forMaruti
800. Suzuki also felt that Bhaskarudu was a proxy for the Government and would not let
it increase its stake in the venture. If Maruti Suzuki would have been able to indigenize
gear boxes then Maruti Suzuki would have been able to manufacture all the models
without the technical assistance from Suzuki. Till today the issue of localization of gear
boxes is highlighted in the press.
Industrial relations
Since its founding in 1983, Maruti Udyog Limited experienced few problems with its
labour force. The Indian labourit hired readily accepted Japanese work culture and the
modern manufacturing process. In 1997, there was a change in ownership, and Maruti
became predominantly government controlled. Shortly thereafter, conflict between the
United Front Government and Suzuki started. Labour unrest started under management of
Indian central government. In 2000, a major industrial relations issue began and
employees of Maruti went on an indefinite strike, demanding among other things, major
revisions to their wages, incentives and pensions. Employees used slowdown in October
2000, to press a revision to their incentive-linked pay. In parallel, after elections and a
new central government led by NDA alliance, India pursued a disinvestments policy.
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Along with many other government owned companies, the new administration proposed
to sell part of its stake in Maruti Suzuki in a public offering. The worker's union opposed
this sell-off plan on the grounds that the company will lose a major business advantage of
being subsidized by the Government, and the union has better protection while the
company remains in control of the government. The standoff between the union and the
management continued through 2001. The management refused union demands citing
increased competition and lower margins. The central government prevailed and
privatized Maruti in 2002. Suzuki became the majority owner of Maruti Udyog Limited.
Manesar violence July 2012
On 18 July 2012, Maruti's Manesar plant was hit by violence as workers at one of its auto
factories attacked supervisors and started a fire that killed a company official and injured
100 managers, including two Japanese expatriates. The violent mob also injured nine
policemen. The company's General Manager of Human Resources had both arms and
legs broken by his attackers, unable to leave the building that was set ablaze, and was
charred to death. The incident is the worst-ever for Suzuki since the company began
operations in India in 1983. Since April 2012, the Manesar union had demanded a three-
fold increase in basic salary, a monthly conveyance allowance of 10,000, a laundry
allowance of 3,000, a gift with every new car launch, and a house for every worker who
wants one or cheaper home loans for those who want to build their own houses. Initial
reports claimed wage dispute and a union spokesman alleged the incident may be caste-
related. According to the Maruti Suzuki Workers Union a supervisor had abused and
made discriminatory comments to a low-caste worker. These claims were denied by the
company and the police. The supervisor alleged was found to belong to a tribal heritage
and outside of Hindu caste system; further, the numerous workers involved in violence
were not affiliated with caste either. Maruti said the unrest began, not over wage
discussions, but after the workers' union demanded the reinstatement of a worker who
had been suspended for beating a supervisor. The workers claim harsh working
conditions and extensive hiring of low-paid contract workers which are paid about $126 a
month, about half the minimum wage of permanent employees. Maruti employees
currently earn allowances in addition to their base wage. Company executives denied
http://en.wikipedia.org/wiki/Caste_system_in_Indiahttp://en.wikipedia.org/wiki/Caste_system_in_Indiahttp://en.wikipedia.org/wiki/Caste_system_in_Indiahttp://en.wikipedia.org/wiki/Caste_system_in_India -
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harsh conditions and claim they hired entry-level workers on contracts and made them
permanent as they gained experience. It was also claimed that bouncers were deployed by
the company.
Maruti Insurance
Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the
help of the National Insurance Company, Bajaj Allianz, New India Assurance and Royal
Sundaram. The service was set up the company with the inception of two subsidiaries
Maruti Insurance Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt.
Limited. This service started as a benefit or value addition to customers and was able to
ramp up easily. By December 2005 they were able to sell more than two million
insurance policies since its inception.
Maruti Finance
To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January
2002. Prior to the start of this service Maruti Suzuki had started two joint ventures
Citicorp Maruti and Maruti Countrywide with CITI Group and GE Countrywide
respectively to assist its client in securing loan. Maruti Suzuki tied up with ABN Amro
Bank, HDFC Bank, ICICI Limited, Kotak Mahindra, Standard Chartered Bank, and
Sundaram to start this venture including its strategic partners in car finance. Again the
company entered into a strategic partnership with SBI in March 2003 Since March 2003,
Maruti has sold over 12,000 vehicles through SBI-Maruti Finance. SBI-Maruti Finance is
currently available in 166 cities across India. Citicorp Maruti Finance Limited is a joint
venture between Citicorp Finance India and Maruti Udyog Limited its primary business
stated by the company is "hire-purchase financing of Maruti Suzuki vehicles". CITI
Finance India Limited is a wholly owned subsidiary of Citibank Overseas Investment
Corporation, Delaware, which in turn is a 100% wholly owned subsidiary of Citibank .
CITI Finance India Limited holds 74% of the stake and Maruti Suzuki holds the
remaining 26%. GE Capital, HDFC and Maruti Suzuki came together in 1995 to form
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Maruti Countrywide. Maruti claims that its finance program offers most competitive
interest rates to its customers, which are lower by 0.25% to 0.5% from the market rates
Maruti Driving School
A Maruti Driving School in Bangalore as part of its corporate social responsibility Maruti
Suzuki launched the Maruti Driving School in Delhi. Later the services were extended to
other cities of India as well. These schools are modeled on international standards, where
learners go through classroom and practical sessions. Many international practices like
road behavior and attitudes are also taught in these schools. Before driving actual
vehicles participants are trained on simulators. At the launch ceremony for the school
Jagdish Khattar stated "We are very concerned about mounting deaths on Indian roads.
These can be brought down if government, industry and the voluntary sector work
together in an integrated manner. But we felt that Maruti should first do something in this
regard and hence this initiative of Maruti Driving Schools."
MUL Market Share:
MUL has a 54.5% market share while all the remaining manufacturers could only make
up 45.5%.MUL is the world leader in Market Share and sets a bench mark that is hard to achieve
Type Public
Traded as BSE: 532500
NSE: MARUTI
BSE SENSEX Constituent
Industry Automotive
Predecessor(s) Maruti Udyog Limited
Founded 1981
Headquarters New Delhi, India
http://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Ticker_symbolhttp://en.wikipedia.org/wiki/Ticker_symbolhttp://en.wikipedia.org/wiki/BSE_SENSEXhttp://en.wikipedia.org/wiki/BSE_SENSEXhttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/BSE_SENSEXhttp://en.wikipedia.org/wiki/Ticker_symbolhttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Bangalore -
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The Objective of MUL:
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.
MUL Vision:
The Leader in the Indian Automobile Industry,
Creating Customer Delight and Shareholders Wealth;
A Pride of India.
MUL Core Values:
Customer Obsession
Fast, Flexible and First Mover
Innovation and Creativity
Networking and Partnership
Openness and Learning
MUL Quality Systems:
Key people RC Bhargava[2] (Chairman)
Kenichi Ayukawa[3] (CEO & MD)
Products Automobiles
Revenue 369.34 billion (US$6.8 billion) (2012)
Net income 16.81 billion (US$310 million) (2012)
Employees 6,903 (2011)
http://en.wikipedia.org/wiki/Maruti_Suzuki#cite_note-Board_of_Directors-2http://en.wikipedia.org/wiki/Maruti_Suzuki#cite_note-Board_of_Directors-2http://en.wikipedia.org/wiki/Maruti_Suzuki#cite_note-Maruti_appoints_Ayukawa_as_new_chief-3http://en.wikipedia.org/wiki/Maruti_Suzuki#cite_note-Maruti_appoints_Ayukawa_as_new_chief-3http://en.wikipedia.org/wiki/Automobileshttp://en.wikipedia.org/wiki/Automobileshttp://en.wikipedia.org/wiki/Maruti_Suzuki#cite_note-Maruti_appoints_Ayukawa_as_new_chief-3http://en.wikipedia.org/wiki/Maruti_Suzuki#cite_note-Board_of_Directors-2 -
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Consume r Satisfaction through Continuous Improvement of our Products and Services
by following PDCA (PLAN-DO-CHECK-ACT) in all functions of our organization.
MUL Mission:
To provide a wide range of modern, high quality fuel efficient vehicle in order to meet
the need of different customers both domestic and export markets. There are 258 sales
outlets, 1838 service centers across 922 cities as on 01-03-2008. Service available in 41
cities across the country.
Products and services
Current automobile
Maruti Suzuki Swift Maruti Omni
Corps of Military Police Maruti Alto
Maruti Suzuki Swift Maruti Suzuki Zen Estilo
http://en.wikipedia.org/wiki/Maruti_Omnihttp://en.wikipedia.org/wiki/Corps_of_Military_Police_%28India%29http://en.wikipedia.org/wiki/Maruti_Altohttp://en.wikipedia.org/wiki/Maruti_Suzuki_Swifthttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Alto.jpghttp://en.wikipedia.org/wiki/File:Wagahmps_(85).JPGhttp://en.wikipedia.org/wiki/File:Omni_Lpg.jpghttp://en.wikipedia.org/wiki/File:Maruti_Swift_RedBULL.pnghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Alto.jpghttp://en.wikipedia.org/wiki/File:Wagahmps_(85).JPGhttp://en.wikipedia.org/wiki/File:Omni_Lpg.jpghttp://en.wikipedia.org/wiki/File:Maruti_Swift_RedBULL.pnghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Alto.jpghttp://en.wikipedia.org/wiki/File:Wagahmps_(85).JPGhttp://en.wikipedia.org/wiki/File:Omni_Lpg.jpghttp://en.wikipedia.org/wiki/File:Maruti_Swift_RedBULL.pnghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Alto.jpghttp://en.wikipedia.org/wiki/File:Wagahmps_(85).JPGhttp://en.wikipedia.org/wiki/File:Omni_Lpg.jpghttp://en.wikipedia.org/wiki/File:Maruti_Swift_RedBULL.pnghttp://en.wikipedia.org/wiki/Maruti_Suzuki_Swifthttp://en.wikipedia.org/wiki/Maruti_Altohttp://en.wikipedia.org/wiki/Corps_of_Military_Police_%28India%29http://en.wikipedia.org/wiki/Maruti_Omni -
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Suzuki SX4 7th Generation Suzuki Al
to
http://en.wikipedia.org/wiki/Suzuki_SX4http://en.wikipedia.org/wiki/Suzuki_Altohttp://en.wikipedia.org/wiki/Suzuki_Altohttp://en.wikipedia.org/wiki/File:Suzuki_Alto_2008_001.JPGhttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Swift_Dzire.jpghttp://en.wikipedia.org/wiki/File:Suzuki_SX4_Sport.jpghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Zen_Estilo.jpghttp://en.wikipedia.org/wiki/File:Suzuki_Alto_2008_001.JPGhttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Swift_Dzire.jpghttp://en.wikipedia.org/wiki/File:Suzuki_SX4_Sport.jpghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Zen_Estilo.jpghttp://en.wikipedia.org/wiki/File:Suzuki_Alto_2008_001.JPGhttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Swift_Dzire.jpghttp://en.wikipedia.org/wiki/File:Suzuki_SX4_Sport.jpghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Zen_Estilo.jpghttp://en.wikipedia.org/wiki/File:Suzuki_Alto_2008_001.JPGhttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Swift_Dzire.jpghttp://en.wikipedia.org/wiki/File:Suzuki_SX4_Sport.jpghttp://en.wikipedia.org/wiki/File:Maruti_Suzuki_Zen_Estilo.jpghttp://en.wikipedia.org/wiki/Suzuki_Altohttp://en.wikipedia.org/wiki/Suzuki_Altohttp://en.wikipedia.org/wiki/Suzuki_SX4 -
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Manufacturing facilities
Maruti Suzuki has two manufacturing facilities in India. Both manufacturing facilities
have a combined production capacity of 14,50,000 vehicles annually. During a recent
meeting of the Gujarat chief minister with Suzuki Motor Corp chairman & CEO Osamu
Suzuki,the Chairman had said that the work on car manufacturing plant at Mandal near
Ahmedabad would be started soon. Maruti Suzuki to set up second plant in Gujarat;
acquires 600 acres
Gurgaon manufacturing facility
The Gurgaon manufacturing facility has three fully integrated manufacturing plants and
is spread over 300 acres (1.2 km2). All three plants have an installed capacity of 350,000
vehicles annually but productivity improvements have enabled it to manufacture 900,000
vehicles annually. The Gurgaon facilities also manufacture 240,000 K-Series engines
annually. The entire facility is equipped with more than 150 robots, out of which 71 have
been developed in-house. The Gurgaon Facilities manufactures the 800, Alto,WagonR,
Estilo, Omni, Gypsy, and Eeco.
Manesar manufacturing facility
The Manesarmanufacturing plant was inaugurated in February 2007 and is spread over
600 acres (2.4 km2). Initially it had a production capacity of 100,000 vehicles annually
but this was increased to 300,000 vehicles annually in October 2008. The production
capacity was further increased by 250,000 vehicles taking total production capacity to
550,000 vehicles annually. The Manesar Plant produces the A-star,Swift, Swift DZire,
SX4, Ertiga and Ritz.
On 25 June 2012, Haryana State Industries and Infrastructure Development Corporation
demanded Maruti Suzuki to pay an additional Rs 235 crore for enhanced land acquisition
for its Haryana plant expansion. The agency reminded Maruti that failure to pay the
amount would lead to further proceedings and vacating the enhanced land acquisition.
http://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Maruti_800http://en.wikipedia.org/wiki/Maruti_Altohttp://en.wikipedia.org/wiki/Maruti_WagonRhttp://en.wikipedia.org/wiki/Suzuki_MR_Wagonhttp://en.wikipedia.org/wiki/Maruti_Omnihttp://en.wikipedia.org/wiki/Maruti_Gypsyhttp://en.wikipedia.org/wiki/Maruti_Eecohttp://en.wikipedia.org/wiki/Manesarhttp://en.wikipedia.org/wiki/Maruti_Suzuki_A-STARhttp://en.wikipedia.org/wiki/Maruti_Suzuki_Swifthttp://en.wikipedia.org/wiki/Maruti_Suzuki_Swift_DZirehttp://en.wikipedia.org/wiki/Suzuki_SX4http://en.wikipedia.org/wiki/Suzuki_Ertigahttp://en.wikipedia.org/wiki/Suzuki_Ertigahttp://en.wikipedia.org/wiki/Suzuki_SX4http://en.wikipedia.org/wiki/Maruti_Suzuki_Swift_DZirehttp://en.wikipedia.org/wiki/Maruti_Suzuki_Swifthttp://en.wikipedia.org/wiki/Maruti_Suzuki_A-STARhttp://en.wikipedia.org/wiki/Manesarhttp://en.wikipedia.org/wiki/Maruti_Eecohttp://en.wikipedia.org/wiki/Maruti_Gypsyhttp://en.wikipedia.org/wiki/Maruti_Omnihttp://en.wikipedia.org/wiki/Suzuki_MR_Wagonhttp://en.wikipedia.org/wiki/Maruti_WagonRhttp://en.wikipedia.org/wiki/Maruti_Altohttp://en.wikipedia.org/wiki/Maruti_800http://en.wikipedia.org/wiki/Gurgaon -
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CHAPTER 2
LITERATURE REVIEW
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2.0 LITERATURE REVIEW
The report of (FICCI-2007):-- specified the overview of automotive industry of India
and explained the added advantages of automobile industry in India. According to this
article India has high potential of automobile industry, which contributes 4%GDP in
Indian economy. Indian automobile industry offers different types of automobiles such as
cars, scooters, bikes, busses, trucks, jeeps, tractors and all types of two wheelers, three
wheelers as well as four wheelers. Indian automobile industry includes nearly 500 huge
firms as well as 1000 small scare registered firms that are offering automobile services to
the customers. India is having huge benefits because of managing automobileindustries
as its major sector and it is getting many technological benefits, cost and manpower
advantages etc.The Auto Ancillary Industry is the world famous R&D test center in India
for automobile verifications that can be considered as one of the competitive advantage to
Indian automobile industry. According to the World automobile statistics, India is the fast
growing market sector for cars in the year 2004 and it is the second largest two wheeler
market sector in the world and third largest three wheeler dealers in the world. According
to this statistics India is the fourth largest market, which is having high tractor sales in the
world. Research work is required in order to specify the detailed statistics on these
aspects that reveals the standard of Indian automobile industry in the world. The
information and statistics on Indian automobile industry is included in this article, which
can be considered as the most significant aspect in the entire research process.
According to the report of KPM (2010):- Indian automobile industry is a developed
industry that is having high opportunities when we compare among the others industries.
Indian market is an open door for many opportunities and it is having wide range of
employment opportunities. Because of presence of a higher population the work
prospects are also high which is allowing Indian customers to depend on vehicles to
manage their daily activities. These reasons lead to huge demand for automobile vehiclesin India and for this reason many automobile companies are offering wide range of
vehicles according to customer preferences. This article even explained the significant
information on automobile sector of India and even specified the information on growth
and development of Indian automobile industry. The information on short term and long
term sectors of Indian automobile industries are explained clearly.
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CHAPTER 3
RESEARCH METHDOLOGY
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3.1RESEARCH METHDOLOGYData 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
3.2RESEARCH DESIGN
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 etcunder
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
2. Primary source of Data:
Meaning: Primary sources of data are the data which needs the personal efforts to collect
it and which are not readily available.
Primary sources of data are the other type of sources through which the data was
collected.
Following are few ways in which the data was collected:
a) Questionnaires: Its set of questions on a sheet of paper was being given to the
respondents of fill it, based on which the data was interpreted.
b) Direct Interviewing: Direct interviewing involved the process where I asked the
questions directly to the customers and got the feedback.
3. Secondary Source of Data:
Secondary sources are the other important sources through which the data were collected.
These are the readily available sources of the data where one had need not put much
effort to collect, 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.
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Internet was made use for the collection of the data.
Newspapers were also referred.
Business Magazines also referred.
Some journals were also referred.
4. 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.
3.3 OBJECTIVE OF THE STUDY
To know the Level of Customer Satisfaction on Sales of Maruti Vehicle.
To know the Customer Satisfaction on Performance of Dealer.
To know whether the dealer renders after sales service, and if he, how far the
consumers are satisfied with services rendered by dealer.
To know the motivated factors to buy the MARUTI vehicle.
To know the factors that influences the customer, to switch the brand.
To know the customers are satisfied with price and service network
To know the whether Maruti performance matching with the customer
expectations.
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3.4. LIMITATION OF THE STUDY
Though every effort was made to make the report authentic in every sense, yet there are
few factors which might have their influence on the final report. There was time shortage.
Time provided to us was very short which make it difficult for us to conduct survey at
wider range.
1. Sometimes respondents did not respond well to all the questions in the
questionnaire.
2. Small sample size 100.
3. Some biasness might have occurred in analysis. Because of lack of expert
knowledge.
4. Best efforts were made to incorporate all-important variables in study, yet chances
of some of variables not appearing in study are not ruled out.
5. Frequent developments in this sector can be a major reason of limitation in the
study
6. Biasness in views of respondents cant be ruled out
7. Resistance to change sometimes affects view of respondents.
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CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
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4.0 DATA ANALYSIS AND INTERPRETATION
Q 1. MODEL OF THE CAR OWNED BY THE RESPONDENTS
The below table shows the all Maruti brand models, and table showing that model of the
car owned by the respondents.
S. No Models No. of Respondents Percentage
1
2
3
4
5
6
7
8
Maruti 800
Omni
Wagon R
Alto
Zen estilo
Swift
Swift Desire
SX-4
19
04
07
32
12
13
09
04
19
04
07
32
12
13
09
04
Total No. of Respondents 100 100%
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Interpretation:
From the above evident, we can say that most selling car in Maruti is Alto, having the 32
respondents here. And next most selling vehicles are the Maruti800, Swift & Zen Estilo,
having 19, 13 & 12 respondents respectively. And next upcoming vehicle is Swift Desire,
having 09 respondents over here. Wagon R has only 07 respondents, and other models
have less sales according to this study.
0
5
10
15
20
25
30
35
Maruti800
Omni WagonR
Alto Zenestilo
Swift SwiftDesire
SX-4
19
4
7
32
12 13
9
4
No. ofRespondents
Model Name
Model of New Car Purchased
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Q 2. MODE OF AWARENESS OF THE RESPONDENTS
The below table shows the awareness of the respondents towards the Marutis brand.
S. No Modes No. of Respondents Percentage
1
2
3
4
News papers
Magazines
Tv ads
Friends / Relatives
11
23
19
47
11
23
19
47
Total No. of Respondents 100 100%
Interpretation:
From the above chart, we observe that awareness is mainly from the friends/relatives with
47% and then we see through magazines, T.V.ads and followed by news papers.
0
10
20
30
40
50
News papersMagazines Tv adsFriends / Relatives
1123 19
47No.of
Respondents
Mode
Mode of awareness
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Q 3. FEATURES THAT ATTRACTED THE RESPONDENTS
The below table shows the special features of Marutis brand cars that attracted the
respondents towards them.
S .No Crucial No. of Respondents Percentage
1
2
3
4
Price
Mileage
Service
Brand Image
34
53
7
6
34
53
7
6
Total No. of Respondents 100 100%
Interpretation: From the above chart, It is concluded that 34% of them say that price is
crucial, 53% of them say mileage and7% & 6% of them say service and brand image
6
7
53
34
0 10 20 30 40 50 60
Price
Mileage
Service
Brand Image
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Q 4. MAIN REASONS FOR BUYING MARUTI VEHICLE
The table below shows that reasons that specified by the respondents for buying Maruti
vehicle only.
Reasons for buying
Maruti
Suits my
needs
Easy
maintenance
Good for
Indian
Roads
Trust
worthy
Fuel
efficient
No. of Respondents 14 16 32 20 18
Interpretation:
From the above evident, we can say that most of the respondents said main reason is
Maruti vehicle is good for Indian roads. And also other main reason is Maruti trust
worthy. After this other reason is Maruti vehicle suits their needs. They also saying that
Maruti vehicle is fuel efficient. And also saying Maruti is easy maintenance vehicle.
0
5
10
15
20
25
30
35
Suits my needs
Easy
maintenance
Good for Indian
Roads
trustworthy Fuel efficient
1416
32
20
18
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Q 5. INFLUENCE ON RESPONDENT FOR DECISION MAKING
The below table shows the how the influence changes the Decision making of the
respondents to purchase the vehicle.
S. No Influenced No. of Respondents Percentage
1
2
3
4
Yourself
Family
Friends
Advertisement
48
36
6
10
48
36
6
10
Total No. of Respondents 100 100%
Interpretation: From the above evident, we can say that 48% of them are influenced by
them self and 36% of them feel family play a vital role to purchase their vehicle. And
next followed by advertisement and friends.
48
36
6 10
010203040
5060
Yourself Family Friends Advertisement
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Q 6. RESPONDENTS FEELINGS ON QUALITY AND TECHNOLOGY
The below table shows that respondents level of satisfaction on the Marutis quality and
technology
S. No Quality &
Technology
No. of Respondents Percentage
1
2
3
4
Very satisfied
Satisfied
Indifferent
Dissatisfied
78
19
03
00
78
19
03
00
Total No. of Respondents 100 100%
Interpretation:
From the above evident, we can say that 78% of respondents are vert satisfied with the
Marutis quality & technology. And 19% ofrespondents are satisfied and remaining 3%
are indifferent. From this we can say that 97% are satisfied with the quality and
technology.
0
10
20
30
40
50
60
70
80
Very satisfied Satisfied Indifferent Dissatisfied
78
19
3 0
No. ofRespondents
Level of Satisfaction
Quality & Technology
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Q 7. SATISFACTION LEVEL OF RESPONDENTS ON LUXURY & SPACIOUS
The below table shows that the level of satisfaction of the respondents on Luxury and
Spacious of Maruti vehicle
S. No Luxury & Spacious No. of Respondents Percentage
1
2
3
4
Very satisfied
Satisfied
Indifferent
Dissatisfied
81
15
04
00
81
15
04
00
Total No. of Respondents 100 100%
Interpretation:
From the above evident, we can say that 81% respondents are very satisfied with the
Marutis Luxury and Spacious. And 15% of respondents are satisfied and remaining 4%
are indifferent. From this we can say that 96% are satisfied with the quality &
technology.
0
10
20
30
40
50
60
70
80
90
Very satisfied Satisfied Indifferent Dissatisfied
81
15
4 0
No. ofRespondents
satisfaction level
Luxury and Spacious
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Q 8. RESPONDENTS FEELING ON PRICE OF THE MARUTI VEHICLE
The below table shows that respondents feeling on the price of the Maruti vehicle, that
shows the satisfaction level of the respondents.
S. No Price No. of Respondents Percentage
1
2
3
High
Reasonable
Low
06
37
57
06
37
57
Total No. of Respondents 100 100%
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.
0
10
20
30
40
50
60
High Reasonable Low
6
37
57No. of
Respondents
Responces
Price of MARUTI
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Q 9. RESPONDENTS FEELING ON PRICE OF SPARE PARTS
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.
S. No Spare parts Price No. of Respondents Percentage
1
2
3
High
Reasonable
Low
08
24
68
08
24
68
Total No. of Respondents 100 100%
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.
0
10
20
30
40
50
60
70
High Reasonable Low
8
24
68
No. of
Respondents
Responces
Price of Spare Parts
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Q 10. RESPONDENTS FEELING ON CONVENIENCY OF SERVICE NETWORK
The below table shows that respondents feeling on convenience of service network of
Maruti.
S. No Service Network No. of
Respondents
Percentage
1
2
3
4
Very convenient
Convenient
Moderate convenient
Inconvenient
50
28
21
01
50
28
21
01
Total No. of Respondents 100 100%
Interpretation:
From the above evident, we can say that 50% respondents are saying that service network
of Maruti is very convenient,28% respondents are saying that service network of Maruti
is convenient and 21% respondents are saying that service network of Maruti is
moderately convenient and remaining 1% are saying that inconvenient. From this we can
say that 99% are saying that Maruti service Network is convenient.
0 10 20 30 40 50
5028
211
Inconvenient
Moderate convenient
Convenient
Very convenient
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Q 11. RESPONDENTS USE THE VEHICLE MOSTLY FOR
The below table shows that how respondents use their vehicle mostly and the purpose of
the vehicle has been purchased.
S. No Car Used For No. of Respondents Percentage
1
2
3
4
Office
Family
Long Drives
Shopping
44
45
9
2
44
45
9
2
Total No .of Respondents 100 100%
Interpretation:
From the above evident, It was observed that 44% of the respondents use their vehicle
for going to office, 45% of the respondents use their vehicle to take their family out and
2% and 9% of the respondents use their vehicle for shopping and long drives.
44
45
9
2
0 10 20 30 40 50
Office
Family
Long Drives
Shopping
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Q 12. RESPONDENTS EXPECTATIONS ON MARUTI VEHICLE
The table below shows that respondents expectations on Maruti vehicle to keep.
S. No How Long You Will
Use
No. of Respondents Percentage
1
2
3
4
1-2 Years
2-4 Years
4-8 Years
8 Years & above
5
15
68
12
5
15
68
12
Total No. of Respondents 100 100%
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.
5
15
68
12
0
10
20
30
4050
60
70
80
1-2Yrs 2-4Yrs 4-8Yrs 8Yrs&Above
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Q 13. FEELING OF THE RESPONDENTS WHILE DRIVING MARUTI
The below table shows that how respondents feel comfortable while driving the Maruti
vehicle.
S. No Particulars No. of Respondents Percentage
1
2
3
4
More comfortable
Comfortable
Less comfortable
Uncomfortable
20
68
11
01
20
68
11
01
Total No. of Respondents 100 100%
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.
20
68
11
1
0 20 40 60 80
More comfortable
Comfortable
Less comfortable
Un comfortable
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Q 14. RESPONDENTS OVERALL VIEW ON PERFORMANCE OF MARUTI
The below table shows how respondents feel on the total performance of the Maruti
vehicle when compared to the other brand cars.
S. No Particulars No. of Respondents Percentage
1
2
3
4
Excellent
Good
Average
Below average
17
59
24
00
17
59
24
00
Total No. of Respondents 100 100%
Interpretation:
From above evident, we can say that 17% respondents feel performance of the Maruti is
excellent when compared to other brands, and 59% & 24% of respondents feel good &
average respectively. This shows that satisfaction of respondents.
0
10
20
30
40
50
60
Excellent Good Average Below
average
17
59
24
0
No ofRespondents
Performance of Maruti
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Q 15. RESPONDENTS VIEW ON MILEAGE OF MARUTI VEHICLE
The below table shows how respondents feel on mileage of the Maruti vehicle when
compared to the other brand cars.
S. No Particulars No. of Respondents Percentage
1
2
3
4
Excellent
Good
Average
Below average
20
54
26
00
20
54
26
00
Total No. of Respondents 100 100%
Interpretation:
From the above evident, we can say that 20% and 54% of the respondents feel mileage of
the Marutis brand is excellent and good respectively when compared to other brands of
vehicles, and 26% of respondents feel mileage given by Maruti is average.
20
54
26
0
0 10 20 30 40 50 60
Excellent
Good
Average
Below average
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Q 16. INFORMATION ABOUT SERVICE OFFERED
The below table shows that how respondents get information regarding the service
offered by the company to them.
S. No Information
given
No. of Respondents Percentage
1
2
Yes
No
95
05
95
05
Total No. of Respondents 100 100%
Interpretation:
From the above chart we observe that 95% of the respondents feel that information
regarding free service is provided them
Yes, 95
, 0No, 5
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Q 17. FEEDBACK ON DEALERSHIP FACILITY
The below table shows that the respondents feelings on the dealership facility.
S. No Dealership Facility No. of Respondents Percentage
1
2
3
4
Outstanding
Acceptable
Average
Unacceptable
79
19
02
00
79
19
02
00
Total No. of Respondents 100 100%
Interpretation:
From the above chart, we can say that 79% respondents are given best ranking for
marutis dealership and 19% respondents are given good ranking that is accepting and
remaining 2% are saying that average.
0
10
20
30
40
50
60
70
80
Outstanding Acceptable Average Unacceptable
79
19 2 0
No ofRespondents
Responces
Dealer Performance
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Q 18. DELIVERY TIME
The below table shows that the dealer has delivered the vehicle at promised time or not.
Interpretation:
From the above chart, it is observed that 80% of the respondents said that vehicle is
delivered on time and remaining 20% of the respondents are saying that the vehicle is not
delivered on time.
80
20
0
20
40
60
80
Yes No
S. No On Time Delivery No. of Respondents Percentage
1
2
Yes
No
80
20
80
20
Total No. of Respondents 100 100%
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Q 19. SALES EXECUTIVES ABILITY
The below table shows that the respondents acceptance on the sales executives ability
answer their questions.
Interpretation:
It is observed that 8% of the respondents feel that performance of executives is excellent,
62% of the respondents said that performance of the executives is good, 23%the
respondents are saying the performance of the executives is ok and remaining 7% of the
respondents said that performance of the executives is poor.
8
62
23
7
0 20 40 60 80
Excellent
Good
O.k
Poor
S. No Performance of Executives No. of Respondents Percentage1
2
3
4
Excellent
Good
O.K
Poor
8
62
23
7
8
62
23
7
Total No. of Respondents 100 100%
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Chapter-5
Finding Conclusion & Suggestion
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5.1FINDINGS
We observe that awareness is mainly from the friends/relatives with 47%.
It is concluded that 34% of them say that price is crucial, 53% of them say
mileage.
Most of the respondents believe that Maruti is good
48% respondents take their own decisions and 36% through family members
78% people are very satisfied with quality and technology
Most of the people are very satisfied with luxury and spacious
57% respondents feel the price is very low, 68% of feel the price of spare parts is
less
50% respondents feeling on convenience of service network of Maruti.
45% respondents use their vehicle mostly and the purpose of the vehicle has been
purchased.
68% respondents expectations on Maruti vehicle to keep it for 4-8yrs
68% respondents feel comfortable while driving the Maruti vehicle.
59% respondents feel on the total performance of the Maruti vehicle when
compared to the other brand cars.
95% respondents get information regarding the service offered by the company to
them.
79% respondents are given best ranking for Maruti dealership
62% of the respondents said that performance of the executives is good
95% of the respondents are ready to recommend Maruti to relatives and friends.
5.2CONCLUSIONS
.
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 97% of the respondents are satisfied with the quality & technology.
About 96% of the customers are satisfied with luxury & spacious.
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About 94% the customers feel that the price of vehicle is affordable
99% of the respondents are highly satisfied with service network of Maruti.
. 45% of the respondents use their vehicle to take their family out and 44% use for
Going to office.
Many of the Maruti car buyers are high middle class people, like to keep there
Vehicle 4year s above. But professionals and business people like to change there
Vehicle after 2years.
Many of the respondents are satisfied with regard to mileage.
75% of the respondents are satisfied with overall performance of the vehicle and
25% of the users are constant.
80% of the respondents said that the vehicle is delivering on time and 20% of the
respondents are not satisfied with vehicle delivery.
70% of the respondents said the performance of the executives was good, 23% of
the respondents said ok.
95% of customers feel that they are getting information regarding free service
provided by the Maruti.
98% of the respondents are saying that MARUTI performance is
Outstanding.
5.3SUGGESTIONS
Maruti Company has to frame new strategies to gain all the potential customers.
Maruti dealers have to come up some potential activities, schemes and offers to
attract people.
Dealers should come up with ease in documentation for financing the customer.
Service advisers need training and motivate them.
Maruti has to improve the different promotional activities through effective
media.
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Chapter-6
BIBLIOGRAPHY
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6.1BIBLIOGRAPHY
NAME OF THE BOOKS
1. Kothari, C.R., Research methodology Methods & Techniques.
3.Phillip Kotler Marketing Management 12\e & 13\e Pearson. (2008).
4.Kerin. Hartley & Rudelius: Marketing the Core. McGraw-Hill, Irwin. (2007).
5. Phillip Kotler and Kelvin Lane Marketing Management 12\e Pearson Education
(2007).
WEBSITES
1. www.learn marketing.com
2. www.maruti Suzuki.com
3. www.gurusoftware.com
4. www... Wikipedia.com
MAGAZINES
Business Today: Customer value, satisfaction, loyalty and switching costs:
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QUESTIONNAIRE
Dear Sir,
I am the student of GGGI DINARPUR( AMBALA), conducting a survey on
MARUTI .. I would like to share some views and ideas with you.
Name :
Profession :
Address :
1. Which model MARUTI car do you own?
M-800 ( )
Omni ( )
Alto ( )
Zen Estilo ( ) Wagon-R ( )
Swift ( )
Swift Desire ( )
SX-4 ( )
2. How did you come to know about MARUTI cars?
Newspapers ( ) Magazines ( ) TV ads ( ) Friends/Relatives ( ) any
other
3. What attracted/prompted you to buy MARUTI among all other brands?
Brand image ( ) Service network ( ) Price ( ) mileage ( )
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4. What are the features attracted you to buy the car you owning?(give the order of
preference1-5) Suits my need ( ) Easy maintenance ( ) Trustworthy
( ) fuel efficient ( ) Good for Indian roads ( )
5. Who influenced in buying the car you own?
Yourself ( ) Family ( ) Friends ( ) Advertisement ( )
6. How do you feel on MARUTI quality and technology?
Very satisfied ( ) Satisfied ( ) Indifferent ( ) Dissatisfied ( )
7. How do you feel about your MARUTI is luxury and spacious?
Very satisfied ( ) Satisfied ( ) Indifferent ( ) Dissatisfied ( )
8. Price of your MARUTI vehicle?
High ( ) Reasonable ( ) Low ( )
9. Respondents Feeling On Price Of Spare Parts.
High ( ) Reasonable ( ) Low ( )
10.Convenient of service network?
Very convenient ( ) Moderate convenient ( )Inconvenient ( )
11. Mainpurpose of that you will use your car for?
Office ( ) Family ( ) Long drives ( ) Shopping ( )
12. How long you will use this vehicle?
1-2 Yrs ( ) 2-4 Yrs ( ) 4-8 Yrs ( ) 8 Yrs & above (
13.How do you feel when you drive yours MARUTI car?
More comfortable ( ) Comfortable ( ) Less comfortable Uncomfortable ( )
14. How do you rate the overall performance of the car compared to others?
Excellent ( ) Good ( ) Average ( ) below average ( )
15. Please rank the mileage of the carwhen compared to other cars?
Very good ( ) Good ( ) Average ( ) below average ( )
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16. Do you get information about the free service offered by the company? from time to
time? Yes ( ) No ( )
17. How do you feel on dealership facility?
Outstanding ( ) Acceptable ( ) Average ( ) Unacceptable ( )
18.Is vehicle delivered on time?
Yes ( ) No ( )
19. How is the performance of the sale executives at the dealership?
Excellent ( ) Good ( ) O.K. ( ) Poor ( )