significance of extended 3 p’s with reference to shreekipa automobiles pvt. ltd. nasik

A

PROJECT REPORT

ON

SIGNIFICANCE OF EXTENDED 3 P’S WITH REFERENCE TO

SHREEKIPA AUTOMOBILES PVT. LTD. NASIK

A Project Report submitted in partial fulfillment of the requirements for the

degree of Master of Business Administration

By

Mr. ABHAYPRATAP SANGRAM SINGH

K. R. Sapkal College of Management Studies

Sapkal Knowledge Hub, Kalyani Hills.

Anjaneri-Wadholi, Trimbakeshwar Road.

Nashik-422213.Tel-(02594) 220165.Fax-(02594)220166

Guide

Prof. AJEET WAGH

To

Pune University -Pune -411007

Year 2012-2014

D E C L A R A T I O N

I, the undersigned, hereby declare that the project report entitled “SIGNIFICANCE

OF EXTENDED 3 P’S OF MARKETING WITH REFERENCE TO SHREEKEEPA

AUTOMOBILES PVT. LTD.” written & submitted by me to the University of Pune, in

partial fulfillment of the requirements for the award of Masters of business administration

under the guidance of Prof. AJEET WAGH is my original work & the conclusions drawn

therein are based on the material collected by myself.

I further declare that the personal data & information received from any respondent

during survey has not been shared with any one and is used for academic purpose only.

K.R.Sapkal College of Management Studies Name and Signature of the student

Sapkal Knowledge Hub, Kalyani Hills. (ABHAYPRATAP S. SINGH)

Anjaneri-Wadholi, TrimbakeshwarRoad.

Nashik-422213.Tel-(02594) 220165.

Fax-(02594)220166

CERTIFICATE BY THE GUIDE

This is to certify that Mr. AbhaypratapSangram Singh has completed project report

on “Significance of extended 3 P’s of marketing with reference to Shreekripa

Automobiles Pvt. Ltd.” under my guidance and supervision, and submitted the Report as

laid down by Pune University, Pune. The material that has been obtained from other sources

is duly acknowledged in the Report. It is further certified that the work or its part has not

been submitted to any other University for examination under my supervision. I consider this

work worthy for the award of the degree of Master of Business Administration.

K.R.Sapkal College of Management Studies Name and Signature of Guide

Sapkal Knowledge Hub, Kalyani Hills. Prof. Ajeet Wagh

Anjaneri-Wadholi, Trimbakeshwar Road. Date:

Nashik-422213.Tel-(02594) 220165.

Fax-(02594)220166

ACKNOLEDGEMENT

It is a fact that none of the human being in this world is 100% perfect and in order to

gain some perfectness in itself an individual surely needs a helping hand. The same was with

me with respect to the project that I was undergoing during this session of 2 months. As I too

was illiterate with this research topic that I selected for my research at the initial stages, I got

acquainted with it slowly and steadily through efforts and surely from various intelligent and

helpful personalities. I would like to extend my heartily thanks to all of them through this

acknowledgement

It is a great pleasure to me in acknowledging my deep sense of gratitude to all those

who have helped me in completing this project successfully.

First of all I would like to thank DR. B. B. RAYATE for providing me an

opportunity to undertake a project as a partial fulfillment of master in business

administration.

I would like to thank our Project Guide Prof. AJEET WAGH whose valuable

guidance and encouragement at every phase of the project has helped to prepare this project

successfully.

It gives me a pleasure to express my sincere gratitude to words of thank to

VINODMATERE (General Manager) and YUSUF KHAN (Sales Manager) of

SHREEKRIPA AUTOMOBILES PVT. LTD. For Providing me the concrete exposure in

field of marketing. He always motivated to teach me practical concept of international

business.

I am also thankful for MRS. TEJASWITA MAM (HR Manager) and Mr. AMOL

VYAWAHARE (VW Finance Manager) for guiding during project. I would like to thank

rest of the staff member of Shreekripa Automobiles Pvt. Ltd.

Last but not the least, my special thanks to my parents, without whose support and

blessings, I would not have been successful in completed my project work.

CONTENTS

No. Particular Page no.

I. Executive summary

CHAPTER

1.

INTRODUCTION

1.1 OBJECT OF THE PROJECT

1.2 INTRODUCTION(SELECTION OF TOPIC)

1.3 OBECTIVES OF THE STUDY

1.4 SCOPE OF THE STUDY

1.5 RATIONALE/CONTRIBUTION OF THE STUDY

1.6 LIMITATIONS OF THE STUDY

CHAPTER

2.

RESEARCH METHODOLOGY

2.1 METHOD OF STUDY

2.2 SAMPLING

2.3 DATA COLLECTION

2.4 PRESENTATION OF DATA, TOOLS OF ANALYSIS AND INTERPRETATION

CHAPTER

3.

PROFILE OF THE ORGANISATION

3.1 HISTORY AND GENERAL INFORMATION

3.2 ORGANISATION

3.3 PRODUCTS/ACTIVITIES

3.4 CORPORATE AND FUNCTIONAL PRACTICES

CHAPTER

4.

REVIEW OF LITERATURE

4.1 MEANING AND CONCEPT OF THE TOPIC

4.2 BASIC THEORIES OF THE TOPIC

4.3 REVIEW OF RESEARCH ON THE SELECTED TOPIC

CHAPTER

5.

DATA PRESENTATION, ANALYSIS AND INTREPRETATION DATA

CHAPTER

6.

DATA PRESENTATION, ANALYSIS AND INTERPRETATIONDATA

CHAPTER

7.

CONCLUSION AND SUGGESTIONS

7.1 RESULT/ CONCLUSION/ FINDING/ OBSERVATION

7.2 SUGGESTIONS/ RECOMMENDATIONS

II. REFERENCES/ BIBLIOGRAPHY

III. APPENDICES/ ANNEXURE

LIST OF TABLE AND GRAPH

Sr. no Particulars Page no.

LIST OF FIGURE

Sr. no Particulars Page no.

Chapter 1:- Introduction to Project

1.1 Object of the Project

1.2 Selection of the topic

1.3 Objectives of the study

1.4 Scope of the study

1.5 Rationale of the study

1.6 Limitation of the study

1.1 Object of the Project

As per the MBA curriculum, at the end of the first year, the students are required to

undergo a summer project for a span of min 50 days and max 60 days. This summer training

is an integral part of the MBA course and its successful completion is a pre-requisite for the

fulfillment of the post graduate degree in management.

This summer training is undertaken with the aim of fulfilling the following objectives:

To get an opportunity of real life business and actions taking experience.

To able to apply theoretical knowledge obtained at the institute in a practical manner

in the actual business environment.

To understand the real organizational problems, perceptions and challenges

To get an opportunity to communicate with the people working at different levels in

the organization and to get acquainted with their authorities and responsibilities.

It also gives the chance for students to apply logic in practically solving the recurring

problems in business unit.

A project work always has a social relevance.

Apart from these objectives the other objectives are to study certain fundamentals,

commercial and environmental aspects of the company.

1.2 Selection of the topic

Topic selection is the one of the most important aspects of the project. As it decide the

course of action to be taken. The topic selected should be such that it helps in understanding

the marketing concepts clearly.

The researcher has joined Shreekripa Automobiles Pvt. Ltd. as a summer trainee on 25th

May 2013. This has been first chance in the market place.

Researcher training at dealership was that of sales and marketing, which gave enough

training, experience and exposure to the market place which any of the management training

has given enough opportunity to brush up various skills like communication skill, analytical

skills etc, it also helped a lot to practically implement the theoretical knowledge which

researcher has gained in course curriculum till now.

Each and every day of training in Shreekripa Automobiles Pvt. Ltd was a learning

experience for researcher. For time and again researcher had experienced both success and

failure, success acted as an encouragement to fight against all the odds, each mistake and

failure bought with itself the Lesson to learn, and never repeat the act.

The main objective behind selection this project topic is to conduct the significance of

services in automobile sector for Volkswagen for the service provided at the dealership and

recording, analyzing and interpreting the wants and expectations of customers.

For the company, it is essential to know whether customers are satisfied by the quality of

service provided by the employees at the dealership.

1.3 Objectives of the study

Primary Objective:-

To know the impact of extended 3 P’s of marketing (People, Process and Physical

evidence) for selling VOLKSWAGEN CARS.

Secondary objective:-

To analyse impact of dealership infrastructure of on customer.

To study and analyse the quality of services available at dealership.

To know which kind of services can attract the new customers.

To find the area to be improved.

To know whether the SPARSH component of Volkswagen are followed at the dealer.

1.4 SCOPE OF THE PROJECT

The extended mix help company in knowing the needs, wants and expectations of the

customer it also helps to collect feedback about the product this will assist company to

built the good image in the minds of customer.

The scope of project work was restricted to the extended mix i.e people, process and

physical evidence of Shreekripa Automobiles Pvt. Ltd. Nashik.

The study was conducted in automobile sector. The study was done on sales and

service of VW car at Shreekripa Automobiles Pvt. Ltd. Nashik.

The study was conducted for Nashik city and area under dealership of Shreekripa.

1.5 RATIONALE OF THE STUDY

The project work is justified by its usefulness to the student, to the organization & to the

society.

Utility to the Researcher:-

This project work has helped researcher in gaining practical knowledge.

This study will help researcher in future job perspective.

This study has helped researcher to boost his confidence level and self motivation.

While doing this project researcher learns how to interact with the customers.

If researcher get an opportunity to work in Automobile sector, this experience will

help him in sales and marketing field and how to deal it.

Utility to organization and Society:-

They will get idea, in which area they have to improve.

It creates a positive image of the company in the society.

The project work will help to improve efficiency and effectiveness of an

organization.

This study will act as a source of secondary data for society.

The suggestions can be useful to similar other organizations also.

This research work will also useful for other researcher.

1.6 Limitation of the study

Every study or work, which we carried out, is full of information but there are certain

limitations because of which we are unable to get the information. The limitations can be –

The information system is confidential and hence the company’s records were

not fully disclosed.

Some of the information lacked accuracy due to which approximated values

were used for the analysis. Hence the result also reveals approximated values.

The responses may vary as some people did not want to come up with real

answers.

The people were busy in their own work so they might not have given actual

responses

CHAPTER 2:- RESEARCH METHODOLOGY

2.1 METHOD OF STUDY

2.2 SAMPLING

2.3 DATA COLLECTION

2.4 PRESENTATION OF DATA, TOOLS OF ANALYSIS AND

INTREPRETATION

2.1 METHOD OF STUDY

Introduction:-

Research is the process of systematic and in depth study or search for any particular

topic, subject or area of investigation backed by collection, compilation, presentation and

interpretation of relevant details or data. It is a careful search or inquiry into any subject or

subject matter which is an endeavor to discover or find out valuable facts which would be

useful for further application or utilization.

Research is sufficiently objective and systematic to make possible classification,

generalization and verification of the data observed.

Research is essentially a systematic inquiry seeking facts through objective verifiable

methods in order to discover the relationship among them and to deduce from them broad

principle or laws.

Need for Research:-

Research provides an analytical framework for the subject matter of investigation. It

establishes the relationship between different variables, especially the relationship of

dependent variables with independent variables. The cause-effect relationship between

different variables can also be identified, leading to valuable observations, generalizations

and conclusions.

It has been observed that research is of extensive use for manager in planning,

forecasting, Coordinating, controlling, motivating, decision making etc.

OBJECTIVES OF RESEARCH:-

The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden and

which has not been discovered as yet.

1. To gain familiarity with a phenomenon or to achieve new insights into it.

2. To portray accurately the characteristic of a particular individual, situation or

group.

3. To determine the frequency with which something occurs or with which it is

associated with something else.

TYPES OF RESEARCH DESIGN:-

Research design is mainly of three types:

1. Exploratory research

2. Descriptive research

3. Experimental research

1. EXPLORATORY RESEARCH :-

It is often the initial stage in the series of studies designed to supply information for

decision making. The main purpose of this research is for formulating the problem for more

precise investigation or of developing a working hypothesis from an operational point of

view. The major emphasis in such studies is on the discovery of ideas & insights.

2. DESCRIPTIVE RESEARCH :-

It includes surveys & fact finding enquiries. The descriptive research is typically

concerned with determining the frequencies with which something occurs or determining the

degree to which variables is associated. Descriptive research designs help provide answers to

the questions of who, what, when, where, and how associated with a particular research

problem; a descriptive study cannot conclusively ascertain answers to why.

3. EXPERIMENTAL RESEARCH :-

In this some variables are manipulated to observe their effect on other variables.

Experimentation is defined as a process where events occur in a setting at the discretion of

the experiment & controls are used to identify the sources of variants in the subject. Thus

they are those where the researcher tests the hypothesis of the casual relationship between

variables.

RESEARCH DESIGN:-

THE TYPE OF RESEARCH IS DISCRIPTIVE

Descriptive research design includes survey & fact finding inquiries of different kinds.

The major purpose of descriptive research is description of state of affairs as it exists at

present.

RESEARCH METHODOLOGY

Problem Identification

Defining Marketing Problem

Defining the Marketing Sub-problems

Hypothesis Generation

Objectives and Areas of Enquiry

Sample Design and Size

Methods of Data Collection

Analysis of Data Collected

Recommendations & Suggestions

Data Report & Decision Making

2.1 SAMPLING:-

A sampling is a selection of units from the entire group is called population. In

marketing, a sample is a particular segment or part of the market & it is the focus for taking

marketing decisions which can be applied to entire market. It must be random, representative,

proportional & adequate.

DEFINITION OF SAMPLING:-

“Sampling is the selection of certain percentage of a group of items according to a

predetermined plan”

SAMPLE DESIGN:-

Sampling is used to collect primary data. Sampling is the integral part of data

collection process. The way of selecting a sample is known as sample design. It is the

definite plan for obtaining a sample from a given population. It may as well lay down the

number of items to be included in the sample i.e. the size of sample. Sample design is

determined before data are collected.

SAMPLE SIZE:-

A total of 100 Respondents were interviewed.

Sample size existing customer

40

walk-in enquiry

60

Sampling method Simple random sampling

Sampling area Nasik city

SAMPLING METHOD:-

For the above study samples of respondents were selected by using convenience

sampling technique of sampling after finalizing the sample size the structured questionnaire

was prepared and accordingly the required data were collected from the respondents.

2.3 DATA COLLECTION:-

In dealing with any real life problem, it is often found that data at hand is inadequate

and hence, it becomes necessary to collect data that is appropriate. These are several ways of

collecting the appropriate data which differ considerably in context of money costs, time and

other resources at the disposal of the researcher. The task of data collection begins after a

project objective has been defined and research design/ plan chalked out. While deciding

about the method of data collection to be used for the project, the researcher should keep in

mind two types of data viz.

1. Primary Data

2. Secondary Data

Primary data Secondary data

1. Primary data is collected fresh and for

the first time, primary data is also called

as basic data or original data

Method :- survey

1. Secondary data means data that is

already is available in various reports,

diaries, letters, books, periodicals.

2.Tools of Data collection:-

a) Questionnaire

Type:-

open ended

Close ended

2. Tools of Data collection:-

a)internet

b)letters

c)books

1. Primary data was collected through:-

Primary data are those which are collected fresh and for the first time and thus

Happen to be original in chapters. I have collected my data through phone calling and

through direct communication with respondents in one form or another or through

personal interviews. Through observation method I was able to record the natural

behaviour of the group. Sometimes I verify the truth of statements made by

informants in the context of a questionnaire.

Questionnaire

Questionnaire from the existing customers and walk-in customers.

The Questionnaire included objective type question & descriptive question

The data was collected by two separate questionnaire:-

1) Enquiry (prospective customer): the separate questionnaire for people and

physical evidence were made for the walk-in enquiries of the prospective

customer.

2) Existing customer: the separate questionnaire was prepared on the process and

documentation of the Shreekripa Automobiles Pvt. Ltd.

2. Secondary data collection: -

The secondary data are those which have already collected and stored.

Secondary data easily get those secondary data from records, journals, annual reports

of the company etc. It will save the time, money and efforts to collect the data.

Secondary data also made available through trade magazines, balance sheets, books

etc.

The secondary data is collected through various sources as follows

A) Internet websites like Google, Wikipedia.

B) Company records, Magazines, journals, newspapers, prospectus, CSS Reports.

Websites:

www.volkswagen.com

www.volkswagenindia.com

www.wikipedia.com

www.google.com

Books :

Marketing Management- Philip Kotler( 13thEdition)

Research Methodology- C.R.Khotari (2nd Edition)

Service Marketing- K. Rama Mohana Rao (2nd Edition)

Magazines & Journals:-

Referred magazines & journals printed by Volkswagen and Sparsh.

Research Instrument : -

Questionnaire was used as it helped to cover all the target areas. Also collecting the

data through questionnaire was very time saving and cost factor was also reduced. The

questionnaire consisted of both open ended and close ended questions.

http://www.google.com/

http://www.wikipedia.com/

http://www.volkswagenindia.com/

http://www.volkswagen.com/

2.4 PRESENTATION OF DATA, TOOLS OF ANALYSIS AND INTREPRETATION

Statistical/Data Presentation Tools

Descriptive statistics enable us to understand data through summary values and

graphical presentations. Summary values not only include the average, but also the spread,

median, mode, range, and standard deviation. It is important to look at summary statistics

along with the data set to understand the entire picture, as the same summary statistics may

describe very different data sets. Descriptive statistics can be illustrated in an understandable

fashion by presenting them graphically using statistical and data presentation tools.

When creating graphic displays, keep in mind the following questions:

• What the researcher is trying to communicate?

• Who is the audience?

• What might prevent them from understanding this display?

• Does the display tell the entire story?

Several types of statistical/data presentation tools exist, including: (a) charts displaying

frequencies (bar, pie, and Pareto charts), (b) charts displaying trends (run and control charts),

(c) charts displaying distributions (histograms), and (d) charts displaying associations (scatter

diagrams).

Different types of data require different kinds of statistical tools. There are two types

of data. Attribute data are countable data or data that can be put into categories: e.g., the

number of people willing to pay, the number of complaints, percentage who want

blue/percentage who want red/percentage who want yellow. Variable data are measurement

data, based on some continuous scale: e.g., length, time, cost.

To Show Use Data Needed

Frequency of occurance: Simple percentages or comparisons of magnitude

Bar chart

Pie chart

Pyramid

Tallies by category (data can be attribute data or variable data divided into categories)

Choosing Data Display Tools

CHAPTER 3:- PROFILE OF THE ORGANISATION


3.2 ORGANISATION




Figure no.:01 Figure no.:02

FERDINAND PORSCHE FERDINAND PIECH

FOUNDER CHAIRMAN(3rd Sept, 1875-30 Apl,1951) (17 Apl, 1937,Vienna, Austria)

GENERAL INFORMATION:-

Volkswagen is Europe’s and one of the world’s leading car manufacturer with a

presence in over 153 countries around the world, One of the world’s most recognized and

respected brands. Volkswagen literally translated from German as ‘People’s Car’ has

constantly pushed the envelope in the automobile industry, and has created some of the most

loved and respected cars of our times. As the industry evolves, Volkswagen is at the forefront

of driving this evolution, and has, in a sense become synonymous with “The Car” or “Das

Auto” which is the tagline.

Today, the Volkswagen group Is Europe’s largest car manufacturer. And one of the

world’s leading car maker. Volkswagen’s list of achievement is impressive and its vision for

the future is ambitious with a rich heritage and strong fundamentals the company is poised to

script the future of the global automobile industry.

Background information:-

Beginning in the late 1930s, Volkswagen created tanks and driving equipment for

Nazi Germany during World War II. After the war, Great Britain had the choice to either

destroy the Volkswagen plant or continue production. They saw potential in Volkswagen and

decided to allow it to continue to manufacturer vehicles.

Volkswagen grew during the next few decades; acquiring new brands and expanding

the brands it had with new vehicles to fit the growing demand of consumers Today,

Volkswagen is recognized as a unique and distinct car brand. It is recognized through its one

of-a-kind vehicles like the Beetle and the Tiguan as well as for its innovative advertising.

Volkswagen is not afraid to take risks and stand out from the crowd. They are one of the only

automotive manufacturers to work with clean diesel and have a strategy plan to build and sell

an electric car for each customer group they serve. They firmly believe in the responsibility

they have to better the environment and, because of this, wrote an 80-page sustainability

report with goals and objectives for the future of that their company both through

environmental decisions and responsibilities to promote education and stability in their local

communities. From its troubled beginnings to its slow and steady rise to the top of the

automotive world, Volkswagen has never forgotten what its sole purpose was: to be the

people’s car. No matter what has happened, Volkswagen has always put the customer first

and designed and sold vehicles for them.

HISTORY IN INDIA

Figure no.:03 (Chakan plant, Pune—source google)

Volkswagen entered the Indian market in 2007 with the launch of its globally

acclaimed sedan, The Passat. In 2008 Volkswagen expanded in India portfolio by offering the

global Best seller Jetta for sale in the Indian market.

Volkswagen committed to the Indian market and establishing a long term presence in

the Indian automobile market is a key element of its strategy. In line with this objective

Volkswagen set up a Greenfield facility near Pune at an investment of over 3800 cr. This

investment is the largest made by a German corporation in India to date and this is evidence

of Volkswagen commitment to the Indian market. The new Volkswagen plant in Chakan near

Pune, Maharashtra went on stream on December 12, 2009 and began manufacturing ‘The

POLO’ the company’s first launch in the high volume and competitive Hatchback segment.

With the launch of POLO and VENTO in 2010, Volkswagen is making rapid inroads

into the lucrative volume segment India. Importantly, Volkswagen has established itself as an

inspirational brand- one that the Indian car buyer wants to own. On the back of an aggressive

growth plan in India, Volkswagen aims to capture 10% market share in the very near future.

3.2 ORGANISATION

Figure no.: 04 (VW Headquarter-source:-Google)

NAME: - VOLKSWAGEN

Headquarter: - Wolfsburg, Germany

Founded: - 28 May 1937

Industry: - Automotive

Area served: - Worldwide

Products: - Cars

Website: - www.volkswagen.com

Type of Organization: - Public

Mission Statement:-

The mission statement of the Volkswagen Group focuses the VW leaders on

responsible business and the benefits of it to consumers.

The Mission Statement of the Volkswagen Group: The internal mission statement of the

Volkswagen group is not available to the public, but on November 25, 2010, the Volkswagen

Group joined 21 German companies in agreeing to a “mission statement for responsible

actions in business”, which serves as a national mission for the VW group and focuses the

Volkswagen leaders on the benefits to consumers. The six principles of this shared mission

statement are:

Business must serve the good of the people

Business that serves the good of the people requires competition.

Business that serves the good of the people is based on merit.

Business that serves the good of the people takes place globally

Business that serves the good of the people must be sustainable

Business that serves the good of the people demands responsible.

Vision statement:-

Volkswagen brand vision is to become a most innovative high volume manufacturer

offering the best quality in the respective class.

Volkswagen Brand Pillars

Volkswagen is one of the most recognized loved and respected brands around the world.

The Brands values are:-

Valuable:-

Innovative:-

Responsible:-

These values define the care of wheel. They promise to offer to customer through their

interactions with Products and Brands.

1. Valuable : -

The Volkswagen Brands express an indispensable quality in the car market. It

promises to satisfy customer’s basic rational and emotional needs.

This is an extremely important faced in acquiring customers for the Volkswagen

brand all over the market.

2. Innovative :-

Volkswagen seeks to differentiate itself from competition in car market across the

world. The Innovative brand values communicate Volkswagen’s commitment to

innovation. Volkswagen’s Endeavour is to differentiate itself in a sustainable manner

through innovative products, technologies and services.

3. Responsible:-

As the automobile industry evolves there is growing emphasis on the industry’s

responsibility towards the environment. Volkswagen is at forefront of this change as a

responsible global player in an important industry. Volkswagen takes the

responsibility for people, the environment and initiatives.

VOLKSWAGEN NASHIK (Dealer’s profile)

Figure no.:05 (Source of data primary)

Name: - Shreekripa Automobiles Pvt. Ltd.

Address: - P11/1, Ambad,MIDC, New Mumbai Agra Road Ambad, Nashik,

Maharashtra,422010

Phone: - 0253-2380622/666/555/333

9689807866

Email: - [email protected]

mailto:[email protected]

Organization Structure

CHAIRMAN

CEO

General Manager

Sales Manager

Accounts HRM Spare Parts

Service Manager

Registration department

CRM

TL Corporate

TL Polo

TL upcountry

TL Vento

Sales consultants

Sales consultants

Sales consultants

Finance Adviser

Sales consultants

Body Spare

Service Dept.

CRM Sales

CRM Service

VW Finance Adviser

Other Bank Finance Advisor

SHREEKRIPA AUTOMOBILE PVT. LTD

HISTORY

Shreekripa Automobiles Private Limited is the authorized dealership for

VOLKWAGEN CARS. It was established in 2009 by Shah Group. Shreekripa has been

dedicated to servicing the needs of the auto-enthusiasts by providing them with a range of

cars from the smaller segment to the luxury cars. In addition to an exciting offering of luxury

cars, we also cater to our esteemed clientele & customers by attending to their requirements

with impeccable after sales service and genuine spare parts for all the vehicles sold through

the dealership. We always aspire to give 100% to our customers. Be it Sales or after Sales.

What sets us apart from the others is our team spirit and team work. Over the last three years,

Shreekripa group has invested in building up a dedicated team of professionals to look after

the demanding needs of luxury vehicle owners. Each individual is valued for distinctive

abilities, experience and perspective they bring. We believe in ourselves and the people

working with us, together as a family, we work towards one common goal across all

functions, i.e. customer delight. At Shreekripa, we believe in providing the best to all our

customers, be it services during sales, after-sales services or support functions.

Corporate Goals and Vision:-

Our mission is being the best automotive retail organization with a very high level of

customer satisfaction. In order to achieve this mission, we at Shreekripa have made concerted

efforts to develop certain core strengths to become successful in the business of car sales and

service.

Our strengths are as follows:

Up-to-date & modern showrooms equipped with Customer lounge & comfort

zones for customers to be at ease while making their buying purchases.

Well-trained team capable of handling the demanding needs of the customers and

their cars.

Good quality of systems and procedures which ensures timeliness.

Well equipped workshop(s) having sophisticated tools and diagnostic

equipments.

An extensive satisfied customer base.

Promoters and Core Management.

Achievements and Awards:-

SAPL has been awarded with numerous awards and a few of them are listed below

ASSOCIATION AWARD – ICICI Lombard.

ACCESSORIES TARGET ACHIVEMENT AWARD – Volkswagen.

OUTSTANDING VENTO RETAIL AWARD – VOLKSWAGEN.


a) POLO b) POLO GT

Figure no.: 06 Figure no.:07

Polo Specification:-

Particulars Petrol Diesel Polo GT Dimensions & WeightLength 3970 mm 3970 mm 3970 mmWidth 1682 mm 1682 mm 1682 mmHeight 1453 mm 1453 mm 1453 mmWheelbase 2456 mm 2456 mm 2456 mmGround Clearance 168 mm 168 mm 168 mmKerb Weight 1055 kg 1055 kg 1140 kgFuel Tank Capacity 45 liters 45 liters 45 liters Engine & TransmissionEngine Type 3 cylinder inline 3 cylinder inline 4 CylinderDisplacement 1198 cc 1199 cc 1197 ccFuel Type Petrol Diesel PetrolMax Power 74 bhp @ 5400

RPM74 bhp @ 4200 RPM

103 bhp @ 5000 RPM

Max Torque110 Nm @ 3750 RPM

180 Nm @ 2000RPM

175 Nm @ 1500 RPM

Mileage (ARAI) 16.47 kmpl 22.04 kmplTransmission Type Manual Manual AutomaticNo of gears 5 Gears 5 Gears 7 GearsFront & Rear Tyres 185 / 60 R15 185 / 60 R15 185 / 60 R15Front & Rear Brake Type Disc/ Drum Disc/ Drum Disc/ Drum

c)The VENTO

Figure no.: 08

Vento Specification:-

Particulars Petrol Diesel Dimensions & WeightLength 4384 mm 4384 mmWidth 1699 mm 1699 mmHeight 1466 mm 1466 mmWheelbase 2552 mm 2552 mmGround Clearance 168 mm 168 mmKerb Weight 1130 kg 1220 kgFuel Tank Capacity 55 liters 55 liters Engine & TransmissionEngine Type 4 cylinder inline 4 cylinder inlineDisplacement 1598 cc 1598 ccFuel Type Petrol Diesel

Max Power 103 bhp @ 5250 RPM103 bhp @ 4400 RPM

Max Torque 153 Nm @ 3800 RPM250 Nm @ 1500 RPM

Mileage (ARAI) 15.04 kmpl 20.5 kmplTransmission Type Manual ManualNo of gears 5 Gears 5 GearsFront Brake Type Disc DiscRear Brake Type Drum Drum

Steering TypeElectronic Power Steering

Electronic Power Steering

Front Tyres 185 / 60 R15 185 / 60 R15Rear Tyres 185 / 60 R15 185 60 R15

d) The Jetta:-

Figure no.: 09

Jetta specification:-

Particulars MT AT Dimensions & WeightLength 4644 mm 4644 mmWidth 1778 mm 1778 mmHeight 1453 mm 1453 mmWheelbase 2633 mm 2633 mmGround Clearance 159 mm 159 mmKerb Weight 1445 kg 1445 kgFuel Tank Capacity 55 liters 55 liters Engine & TransmissionEngine Type 4 cylinder inline 4 cylinder inlineDisplacement 1968 cc 1968 ccFuel Type Diesel Diesel



Mileage (ARAI) 19.33 kmpl 19.33 kmpl

Suspension FrontCoil spring with shock absorbers and suspension stabilizer

Coil spring with shock absorbers and suspension stabilizer

Front & Rear Brake Type Disc Disc

Steering TypeElectronic Power Steering

Electronic Power Steering

Front Tyres 205 / 55 R16 205 55 R16

e) The PASSAT:-

Figure no.: 10

The Passat specifications:-

Particulars MT AT Dimensions & WeightLength 4769 mm 4769 mmWidth 1820 mm 1820 mmHeight 1470 mm 1470 mmWheelbase 2711 mm 2711 mmGround Clearance 150 mm 150 mmKerb Weight 1555 kg 1555 kgFuel Tank Capacity 70 liters 70 liters Engine & Transmission

Engine Type 4 Cylinder Common rail diesel engine

4 Cylinder Common rail diesel engine

Displacement 1968 cc 1968 ccFuel Type Diesel Diesel



Mileage (ARAI) 18.78 kmpl 18.78 kmplTransmission Type Manual AutomaticNo of gears 6 Gears 6 GearsFront & rear Brake Type Disc DiscSteering Type Power Steering Power SteeringFront & Rear Tyres 215 / 55 R16 215 / 55 R16


The Volkswagen Family:-

Volkswagen Group is far more than just a carmaker. A wide variety of mobility related services round off their portfolio. Uniting a wide variety of brands and companies with all their individual characteristics and focuses under one umbrella is a great challenge, especially as the Volkswagen Group is committed to maintaining

their individual identities.

Figure no. 11

VOLKSWAGEN COMMERCIAL VEHICLE AUDI SEAT SKODA BENTLEY BUGATTI LAMBORGHINI PORSCHE Nutzfahrzeuge SCANIA MAN DUCATI

Corporate functions and practices at dealership:-

The dealer is engaged with various kinds of service some of them are mentioned below:-

After delivery of car a congratulation letter send to the customer within 24 hours by courier.

After that delivery of car 3rd day follow up is taken by the Customer Relation Executive (CRE) at the dealership.

The sales consultant visit the customer on 7 th day for follow up and take feedback of the customer about the experience perceived by the customer at the time of delivery.

The last follow up is taken by Volkswagen team from the customer about the services offered at dealership.

Apart from this there are various other activities done by the dealer such as giving free pass of sport rally to the premium customer, informing about the new finance schemes and discount of the loyal and premium customer to generate more enquiry and reference for Volkswagen car.

The dealer is also engaged with organising corporate events as well as other events in the city and outside city.

Chapter 4:- Review of Literature

4.1 Meaning and concepts of the topic

4.2 Basic Theories of the topic

4.3 Review of research on the selected topic

4.1 Meaning and concepts of the topic:-

Meaning:-

The service marketing mix is also known as an extended marketing mix and is an

integral part of a service blueprint design. The service marketing mix consists of 7P’s as

compared to the 4 P’s of a product marketing mix. Simply said, the service marketing mix

assumes the service as a product itself. However it adds 3 more P’s which are required for

optimum service delivery.

Definitions: -

The service has been defined by several marketing analysis and associations. The

study of such definitions provides an understanding of the direction of evolution of the

concept of services. It also provides the changing perception of service by the society in

general and business concerns in particular.

1. American Marketing Association defines services as-

“Activities, benefits and satisfactions, which are offered for sale or are

provided in connection with the sale of goods”.

2. P, Kotlar and P. N. Bloom defined a service as-

“Any activities or benefit that one party can offer to another that is essentially

intangible and does not result in the ownership of anything. Its production may

or may not be tied to a physical product”.

Product marketing mix

Product Price Promotions Place

People Process Physical evidence

Services marketing

WHY SERVICE MARKETING?

The basic questions that confront everyone are:

Why should there be a separate learning on service marketing? Are the marketing

concepts and techniques developed for the manufacturing sector not applicable to services?

Do services require distinctive strategies in marketing? The answers to these questions

provide the basic platform for an understanding of service marketing.

A different marketing approach is necessary for services marketing because services

differ from goods in many respects. The following are the differences between physical

goods and services.

Services are intangible, Goods are tangible.

Services are heterogeneous whereas goods are homogeneous.

Services are produced in buyer-seller interactions. Goods are produced in a factory.

Production, distribution and consumption take place simultaneously in the case of

services. In the case of goods, the three are separate and independent functions.

Consumers are co-producers in services. Consumers do not generally participate in

the production of goods.

Services cannot be stored. Goods can be stored.

In the sale of services, the transfer of ownership does not take place, whereas in the

case of goods, it does take place.

4.2 Basic Theories of the topic:-

The New 3 P’s in Service Marketing:-

Traditional 4P’s marketing is adapt to products marketing, but in service management

something new are needed. Booms and Bitner advise three new P’s to service marketing:

people, physical evidence and process

People

People are the most important elements in any service or experience. Since in separability

and variability lead to a customer experience, which, we say, one of the aspects of expected

performance, are often altered to meet the individual needs of person consuming it. Then we

can imagine the situation that people always buy from people that they like, so that the skills,

attitude, appearance of staff go up to the top class. There are several ways in which people

add value to an experience: first is training, personnel developed or educated to obtain a high

quality of personal service; second is personal selling, a tough work and creative skill; and

third is customer service, a team who provide expertise, technical support and some customer

interface.

Physical Evidence

The intangibility of service brings the difficulties of unclear, untouchable, and even doubtful

sometimes. Strictly speaking there are no physical attributes in service, so a consumer often

relies on those tangible evidences for confidence. Here we consider football match, which is

typically packed full of physical evidence. A ticket often has the logo of home team, and

plays in a same team are wearing uniforms. The stadium is impressive and has an electrifying

atmosphere. Audience can have a comfortable seat and be close to store. All that an audience

needs to do is to enjoy the game and to shout encouragement.

Process

There are several kinds of perceptions within business and literature about process. Some see

process as a means to achieve a goal, for example, a 15% rise of stock share price. Some

others argue that there are processes integrated to create an overall marketing, like

telemarketing and internet marketing can be integrated. A further view is that process is to

control marketing, such as measuring achievement objectives. All these views are not

particularly customer focused. In service business, process is an element that appreciates

customer experiencing as an organizational offering. It’s viewed as something that customer

participates in at different point. Again we can see the importance of interaction with

customers. It requires a proper encounter, a proper communication, a proper action and a

proper resolution, in which process has a progression of inputs, throughputs and outputs,

where service marketing value is added.

Characteristics:-

Service has basically six characteristic that greatly affect the design of marketing

programmes. They are:-

1) Intangibility

2) Inseparability

3) Variability

4) Perishability

5) Customer participation

6) Lack of ownership.

4.3 Review of research on the selected topic:-

SPARSH The Volkswagen Touch:-

Sparsh the Volkswagen touch has been designed to be a way of life and guiding

philosophy for Volkswagen dealership in India. It embodies Volkswagen brand values and is

a powerful means to enable our dealership offer a distinct customer experience.

Objectives of Sparsh:-

To code the knowledge and intelligence in the system inform that is systematic easy

to use and quick to refer.

To define the business language of the Volkswagen dealership with reference to the

terms tools and templates.

To evolve as the comprehensive go to document within the dealership sales

organization the basis of which dealership business operations decision are taken.

Sparsh Components:-

Dealership Infrastructure:-

Corporate identity standards defined by Volkswagen for various interior and exterior

infrastructure elements of our dealership process system and tools required for managing and

maintaining the dealership infrastructure also fall within the preview of the infrastructure

handbook.

Dealership Human resources:-

People are central to the business of the dealership as well as the consistent delivery of

benchmark customer experience of our dealership. This includes recruiting, engaging and

motivating people as well as the processes and tools required to make dealership a great place

to work.

The Assessment Centre has been especially developed as a comprehensive

recruitment process to enable dealerships identifies and recruits the right talent. Assessment

Centre is conducted for Sales Consultants / Team Leaders and Head Sales Operations.

Dealership sales operations :-

The operations contains processes, tools, and enables to help you manage your

dealership sales function effectively and transform it into a streamlined, high performance

success machine that drives the business of dealership. This manual is designed to assist

dealership teams in working in line with recommended processes. The information is

presented in a format that will enable easy navigation through document. All templates,

formats and important Information is presented in easy to read manner. The cross-reference

to sections has been detailed out to make sure Usergets complete perspective of objective,

process steps involved, role holders and tool and templates.It is expected that dealership

teams will use this manual as a reference guide to get answers to their questions about day-to-

day dealership operations. The abbreviations & glossary of terms given at the end of book

will provide necessary reference to the key terms and concepts.

Sales process chart:-

_--The prospect entering the showroom is offered with

refreshment and made comfortable to sit. Till then the

the receptionist call some to attend him.

--The salesperson when meets the prospect introduce

himself to the prospect and talk in general with the

prospect and make the prospect feel free to talk.

--The need analysis is done by the salesperson about the requirement of the prospect.

--After analyzing the requirement of the prospect the car is shown to the prospect as per his requirement or choice.

--Test drive is offered by the salesperson to the prospect to check all the feature of the car and all doubts related to purchase decision.

--After all the queries and doubts of the customer the salesperson peach the prospect to purchase new car.

--Trade services are offer in case when the customerwants to sales his current car.

--The Volkswagen finance is offered to the prospects in case he is not satisfied then other banks finance isis offered

--The timely follow is taken by the sales person theknow the customer is interested or not or else has some other requirement

First personal contact

Need analysis

Acquisition

Car presentation

Test drive

New car offer

Trade-in offer

Follow up

Finance services offer

--The sales closure is done smartly after all the queries are solved and the prospect is convinced.

--The car is made ready after the all the formalities are over and deliver to the respective customer.

--The customer is happy and satisfied will leads incustomer retention.

(Sources: - Volkswagen Sparsh guidelines)

Customer retention

Delivery

Sales closure

International Journal of Sales & Marketing ManagementResearch and Development (IJSMMRD)ISSN 2249-6939Vol. 3, Issue 1, Mar 2013, 53-60

CUSTOMERS’ PERCEPTION ON PHYSICAL FACILITIES AND PROCESSES IN BANKS - A CASE STUDY OF STATE BANK OF INDIA

The intensifying competitive environment in the banking sector forcing the public

sector banks to become more and more customer focused in their operations. The quality and

adequacy of the physical facilities at bank branches plays an important role in customer

satisfaction and quality perceptions of the customers. Recognizing this, many banks

redesigned their branch structures to create better ambiance, comforts and facilities to the

visiting customers. The banks however need to know to what extent the physical

infrastructure provided at bank branches could create quality perceptions to customers. This

paper is an attempt to study the customers’ perceptions on physical facilities provided by SBI

at its branches and customer interactions with bank employees based on survey research.

(By:- K. RAMA MOHANA RAOProfessor, Dept. of Commerce and Management

Studies, Andhra University, Visakhapatnam, Andhra Pradesh, India

S. GANGADHARA RAMA RAO

Lecturer, School of Management Studies, Jawaharlal Nehru Technological University, Kakinada, Andhra Pradesh, India)

Managing the Expanded Marketing Mix (EMM):

A critical Perspective Approach, (From 4Ps to 7Ps).

Published in

The African Journal of Finance and Management (2005)

The research paper address issues of Marketing Mix in a more expanded form, from a

managerial emphasis. The traditional Marketing Mix has been known and operational for a

long time. However, this is mainly applicable in the manufacturing sector. The case of the

service sector needs more than that. The paper addresses aspects of services marketing from a

service management perspective. Issues of service Competition will also be considered. The

additional 3 P’s to the commonly known 4 P’s will be discussed to get the expanded

marketing mix, which consists of 7 P’s. The Three additional P’s are People, Physical

aspects and Process information. The Relationship of service quality gap with the need of

managing the gaps using the Additional three Ps will be also discussed. Therefore, the

Service Quality (SRVQUAL) model by Parasuraman, will form part of the discussion of the

paper. It Is imperative to understand that there is a need to appreciate the existence of the gap

And manage them. The optimal position is to manage the service system in such a way that

the gaps will not be occurring. The best approach to achieve this is by involving The

customers in the expanded marketing mix design so that so much they form part of the

delivery system. In conclusion, it is hoped that coordination of the Expanded Marketing Mix

(EMM) will always lead companies and practitioners to a higher level of satisfying the

customers hence a sustainable competitive Advantage.

(Prof. Elisante ole Gabriel (PhD, Marketing)Lecturer – Mzumbe University

Faculty of Commerce, P O Box 6, Mzumbe, Morogoro, Tanzania)

CHAPTER 5:-

DATA PRESENTATION, ANALYSIS AND INTREPRETATION

The data collection is based on questionnaire of walk-in customers (Sample size 60)

1) Please rate the following from your own experience. About the employees at the

dealer.

STATEMENTS Poor Average good excellent TotalEmployees uniform from tip to toe

0 0 15 45 60

Employees knowledge

0 0 13 47 60

Meet and greet 0 2 16 42 60

Friendliness of the employees

0 6 14 40 60

Availability of employees at place of requirement

0 0 9 51 60

Employe

es unifo

rm fr

om tip to to

e

Employe

es kn

owledge

Mee

t and gr

eet

Frien

dlines

s of t

he employe

es

Availa

bility o

f employe

es at

place o

f req

uiremen

t0% 0% 0% 0% 0%0% 0% 3% 6% 0%

25% 22% 25%14% 9%

75% 78% 72% 80% 81%

responses

Poor Average good excellent

(Source- primary data)

Observation:-

From the above information, It is observed that customer are happy with the

appearance of the employees and their product knowledge and so majority of customers has

rated excellent and rest has rated good, there are very customers who has rated average.

Interpretation:-

From the above information we can analyse that the employees working at the dealership

follows the norms of Sparsh component and are very much professional.

2) How satisfied are you with the demonstration provided by salesperson.

Rating Scale Frequency Percentage

-4 Not satisfied 0 0 0%

2 Satisfied 23 46 38%

4 Extremely satisfied 37 148 62%

Total 60 194 100%

38%

62%

responses

Not satisfiedSatisfiedExtremely satisfied

Observation:

From the above information, it is observed that, 62% of are extremely satisfied by the

demonstration and 38% are satisfied customers there is no customer who is dissatisfied by the

demonstration of the salesperson.

Interpretation:-

By using Likert Scaling Technique it is observed that the mean 3.22, here it can be

analyse that the majority of customers are satisfied with the demonstration of the car.

3) How will you rate salesperson’s responsiveness to meet your needs?

Ratin

g

Scale Frequency Percentage

1 Poor 0 0 0

2 Average 4 8 6%

3 Good 40 120 67%

4 Excellent 16 64 27%

Total 60 192 100%

7%

67%

27%

responses

PoorAverageGoodExcellent

Observation:

From the above information, it is observed that, 67% of customer are happy with the

sales person’s responsiveness and 27% of customer have rated good for the salesperson

response. And 6% of customer does notice.

Interpretation:-

By using Likert Scaling Technique it is observed that the mean is 3.2, here it can be

analyse that the majority of customers are meet with the information in their purchase

decision.

4) How satisfied are with the sales person’s punctuality.

No Scale Frequency Percentage

1 Totally dissatisfied 0 0%

2 Dissatisfied 0 0%

3 Satisfied 9 15%

4 Totally satisfied 51 85%

Total 60 100%

15%

85%

responses

Totally dissatisfiedDissatisfiedSatisfiedTotally satisfied

Observation:

From the above information, it is observed that, 85% of customers are totally satisfied

with the sales person’s punctuality and 15% of customer have rated satisfied for the

salesperson response. There is no customer who is dissatisfied by the salesperson’s

punctuality.

Interpretation:-

5) How was the knowledge of the finance person with respect to loans and other

schemes?


1 Poor 0 17%

2 Fair 2 80%

3 Good 48 3%

4 Excellent 10 0

Total 60 100%

3%

80%

17%

responses

poorfairgoodexcellent

Observation:

From the above information, it is observed that, 80% of customers have rated good for

the finance person knowledge and 17% have rated excellent for the information and schemes

providing the customer a good deal for purchasing the car. Whereas 3% of customers have

rated fair.

6) How will you rate visibility of Shreekripa Automobiles showroom? /Grade the

infrastructure.


1 Poor 0 0%

2 Average 0 0%

3 Good 47 78%

4 Excellent 13 22%

Total 60 100%

78%

22%

Sales


Observation:

From the above information, it is observed that, 22% of customer rated excellent for

visibility of shreekripa showroom and 78% have rated good and there is no customer who

found it difficult in searching the showroom.

7) How will you rate with the following statements?

STATEMENTS Poor Average Good Excellent TotalWelcome and Cleanliness at entry gate

0 0 41 19 60

Availability of parking place

0 9 41 10 60

Welcome at reception

0 4 13 43 60

Display of graphics 0 2 30 28 60Display of accessories

0 0 46 14 60

Welcome and Cleanliness at

entry gate

Availability of parking place

Welcome at reception

Display of graphics

Display of accessories

0%

10%

20%

30%

40%

50%

60%

70%

80%

Chart Title


Axis Title

Axis Title

Observation:

From the above information, it is observed that, very less customers have rated fair for

the welcome at reception and parking space and most of the customer have rated good for the

cleanliness and parking space and display of accessories. And the average customer have

rated excellent for the above facilities of the dealer.

8) Have you got to see the variant you were looking for at the display?

(Varients like polo, vento, jetta, passat)


1 Yes 55 100%

2 No 5 0%

Total 60 100%

Yes No

95%

5%

Series 1Series 1

Observation:

From the above information, it is observed that, 95% of customers are happy with to

see the variant they were looking for whereas 5% of customer were able to see the variant

they were looking for.

9) How will you rate for the availability of variants of polo, vento, jetta andf passat at

Shreekripa automobiles pvt. Ltd.


1 Poor 0 0%

2 Average 7 12%

3 Good 53 88%

4 Excellent 0 0%

Total 60 100%

12%

88%

Sales


Observation:


the availability of variant at dealership and 12% customers given average remark.

10) The literature available at Shreekripa automobiles pvt. Ltd.

STATEMENTS Yes No TotalAvailable Press material is updated

60 0 60

Television at dealership is in working condition

60 0 60

Availability of brochures and magazines

60 0 60

Availability of business card 60 0 60

Percentage 100% 0% 100%

Availa

ble Pres

s mate

rial is

updated

Telev

ision at

dealer

ship is

in worki

ng condition

Availa

bility o

f bro

chures

and m

agazi

nes

Availa

bility o

f busin

ess ca

rd

100% 100% 100% 100%

0 0 0 0

Chart TitleYes No

Observation:

From the above information, it is observed that, 100% of customers are happy with

the literature such as press material, entertainment, brochures, etc available at the dealership.

11) Do you agree with the following statement of services available at Shreekripapvt ltd

STATEMENTS Totally Agree

Agree Disagree Totally disagree

Total

Services of housekeeping is quick

4 56 0 0 60

Availability of customer and driver lounge is specious and comfortable

7 52 1 0 60

Availability of machinery in service department are upgraded

0 60 0 0 60

Interior color is pleasant and furnishing also good

0 60 0 0 60

Employees performance chart is updated

3 57 0 0 60

Servi

ces of h

ousekee

ping is q

uick

Availa

bility o

f custo

mer an

d driver

lounge is

speci

ous and co

mfortable

Availa

bility o

f mach

inery in

servi

ce dep

artmen

t are

upgraded

Interior c

olor is plea

sant a

nd furn

ishing a

lso go

od

Employe

es perf

orman

ce ch

art is

updated

7% 11% 0% 0% 5%

93% 86%100% 100% 95%

0% 3% 0% 0% 0%0 0 0 0 0

Chart TitleTotally Agree Agree Disagree Totally disagree

Observation:

From the above information, it is observed that, every customer is happy with the

service the dealership.

CHAPTER 6:- DATA PRESENTATION, ANALYSIS AND INTERPRETATION

The data interpretation is based on questionnaire collected by existing customers

Sample size:- 40

1) How will you rate the employees at dealer based on parameters as per your experience.

STATEMENTS Poor Average Good Excellent TotalThe staff is kind and helpful

0 3 26 11 40

Exhibiting the models is up to the expectations

0 0 22 18 40

The staff is proficient 0 0 32 8 40Purchasing car is easy 0 0 38 2 40The staff is kind and helpful

0 0 34 6 40

The s

taff is

kind an

d helpful

Exhibiting t

he models

is up to

the e

xpect

ations

The s

taff is

proficie

nt

Purchasi

ng car

is easy

The s

taff is

kind an

d helpful

0 0 0 0 00.08 0 0 0 0

66% 55%80%

95% 85%

26%45%

20%5% 15%

Chart Titlepoor average good excellent

Observation:

From the above information, it is observed more than 76% of customers have rated

good for the staff at the dealers at the time of purchase of car. 22% of customer have

excellent to the staff.

2) Was the demonstration was given by sales person?


1 Yes 40 100%

2 No 0 0%

Total 40 100%

Yes No

100%

0%

demonstration

Observation:

From the above information, it is observed that, all the customer are provide

demonstration by sales person.

3) Did the sales person solve your all queries at the time of demonstration?


1 Not satisfactory 0 0%

2 Partially 6 15%

3 Completely 34 85%

Total 40 100%

Not satisfactory Partially Completely

0%

15%

85%

Series 1Series 1

Observation:

From the above information, it is observed that, 85% of customers get their queries

solved and satisfied whereas 15% of customers are partially satisfied.

4) Was test drive offered by the salesperson?


1 Yes 40 100%

2 No 0 0%

Total 40 100%

yessno

0102030405060708090

100

Sales

Sales

Observation:

From the above information, it is observed that, 100% of customers have

opportunities for test drive.

5) How will you rate your experience of demonstration and test drive?


1 Poor 0 0%

2 Average 16 40%

3 Good 24 60%

4 best 0 0%

Total 40 100%

40%

60%

Sales

PoorAverageGoodbest

Observation:


experience of test drive and for demonstration. And 40% of customer have rated average for

the demonstration.

6) Does Volkswagen finance offered by the sales person?


1 Yes 40 100%

2 No 0 0%

Total 40 100%

yessno

0102030405060708090

100

Sales

Sales

Observation:

From the above information, it is observed that, 100% of customers were offered

Volkswagen finance.

7) If Yes, then how satisfied are you with the information and schemes of VW finance.


1 Not satisfied 0 0%

2 Satisfied 37 92%

3 Extremely satisfied 3 8%

Total 40 100%

93%

8%

Sales


Observation:

From the above information, it is observed that, 92% of customers are satisfied by the

Volkswagen finance advisors and schemes, 8% of customer are extremely satisfied. And are

offered a good deal for purchasing a new car.

8) How will you rate the delivery process at the dealership?

STATEMENTS Poor Average Good Excellent TotalThe car ready as per the scheduled time

0 0 37 3 40

how was the handover of document process

0 0 40 0 40

was the car ready with the accessories you required

0 0 40 0 40

was the car neat and clean at the time of test drive

0 2 38 0 40

how was the delivery ceremony i.e. pooja ceremony

0 0 36 4 40

The c

ar rea

dy as p

er the s

ched

uled time

how was

the han

dover o

f docu

ment p

roces

s

was the c

ar rea

dy with

the a

ccesso

ries y

ou require

d

was the c

ar nea

t and cle

an at

the ti

me of te

st driv

e

how was

the deli

very

cerem

ony i.e.

pooja cer

emony

0 0 0 0 00 0 0 0.05 0

90% 100% 100% 95% 90%

0.1 0 0 0 0.1

Chart TitlePoor Average Good Excellent

Observation:

From the above information, it is observed that, 95% of customers have rated good

for the schedule, documentation and cleanliness of the car at the time of delivery. Whereas

the rest 5% of customer have rate excellent and average.

9) Were you introduced the CRM head at the time of delivery of car?


1 Yes 40 100%

2 No 0 0%

Total 40 100%

yessno

0102030405060708090

100

Sales

Sales

Observation:

From the above information, it is observed that, every customers was introduced to

Customer Relation Manager (CRM) at the time of delivery of car.

10) How satisfied were you with the CRM’S instruction about your vehicle.



2 Satisfied 38 95%


Total 40 100%

95%

5%

Sales


Observation:

From the above information, it is observed that, 95% of customers satisfied and 5%

are extremely satisfied with the information of after sales services, road side assistance and

warranty schemes.



1 1 0 0%

2 2 2 5%

3 3 6 7%

4 4 26 65%

5 5 6 23%

Total 40 100%

1 2 3 4 5

0%5% 7%

65%

23%

percentagepercentage

Observation:

From the above information, it is observed that 5% of customers have rated 2 marks,

7% rated 3 marks, and majority of the customer have rated (i.e. 65%) for overall delivery

process of the dealer.

12) How will you rate the overall delivery process of your car.



2 Satisfied 5 12%


Total 40 100%

13%

88%

Sales


Observation:

From the above information, it is observed that, 88% of customers are extremely

satisfied from the delivery process of the dealer and 12% of customers are satisfied.

13) Did you receive the congratulation letter after the delivery of the vehicle?


1 Yes 36 90%

2 No 4 10%

Total 40 100%

yessno

0%10%20%30%40%50%60%70%80%90%

Sales

Observation: -

From the above information, it is observed that, 90% of customers have received

congratulation letter within 24 hours of delivery and 10% of customer have not received the

letter.

14) How satisfied are you with the following statement .

STATEMENTS Not satisfied

satisfied Extremely satisfied

Total

Received the congratulation letter after the delivery of the vehicle

0 40 0 40

3rd day follow up was taken by SAPL

0 37 3 40

Sales Consultants follow up after 7 days

0 34 6 40

Follow up by VW for satisfaction

0 40 0 40

Receive

d the c

ongratulati

on letter

after

the deli

very

of the v

ehicle

3rd day

follo

w up was

taken

by SAPL

Sales

Consulta

nts follo

w up after

7 days

Follo

w up by VW

for s

atisfa

ction

0 0 0 0

100% 96% 85%100%

0% 4% 15%0%

Chart TitleNot satisfied satisfied Extremely satisfied

Observation: -

From the above information, it is observed that, 76% of customers are satisfied after

delivery follow ups taken by the dealer and Volkswagen team.

15) Starting from your experience would you say your opinion of the following statement?

STATEMENTS TotallyDisagree

Disagree Agreed Totally Agreed

Total

The quality of work at the top level.

0 0 40 0 40

The equipment is at technical department is of high level

0 0 34 6 40

The duration of repair is short

0 0 31 9 40

The cost of repair is calculated correctly.

0 0 33 7 40

The quality of work at the top level.

The equipment is at technical department is

of high level

The duration of repair is short

The cost of repair is calculated correctly.

0 0 0 00 0 0 0

100%

85%80% 84%

0%

15%20% 16%

Chart TitleTotally disagree Disagree Agreed Totally agreed

Observation: -

From the above information, it is observed that, 70% of customers agreed to the

services provided by the dealer whereas the 30% of customer totally agreed and appreciates

the services of the dealer.

CHAPTER 7:- CONCLUSION AND SUGGESTIONS

7.1 FINDING

It is observed that:-

The prospective segment is from the business and premium class.

The customer highest priority is for the price.

Customer are highly satisfied with the service which help in customer retention

Company has created goodwill among the customers which will help them to

recommend car to friends and relatives.

The dealer needs to educate the sales consultant about every product it offers and the

market scenario and the competition of the competiting brand.

7.2 SUGGESTIONS/ RECOMMENDATIONS:-

After conducting the survey and knowing the market, the researcher has realized that:

Company should improve/upgrades its employee’s product knowledge, market

situation, and its competitor’s knowledge by giving proper training to employee.

The Company should not only concentrate on the customer satisfaction but also

the company led to monitor their competitor’s performance in their areas of

operations.

The Company should make changes according to the other competitors &

according to the customer’s expectations.

Volkswagen should continue to maintain the standard of the service.

Volkswagen should focus on the maintenance cost.

The company continue the loan schemes like fully loaded, EMI maintenance

on cost etc.

More promotional activities like holding poster, banners, contest, etc.

The company can come up with small range car.

Maintenance cost should be maintained according to price strategies

implemented by Competitors.

The service facility should be provided at other places in the city.

CUSTOMER FEEDBACK

NAME:-

ADD:-

MOBILE NO:-

STATEMENTS

Poor

Average

good excellent

• Employees uniform from tip to toe

• Employees knowledge

• Meet and greet

• Friendliness of the employees

• Availability of employees at place of requirement

1) Please rate the following from your own experience. About the employees at the dealer.

2) In your opinion sales person's appearance was.

Very good Good Bad Worst

Totally disagree Agree Totally agree

3) Do you agree with the salesperson’s product knowledge?

Not satisfied Satisfied Extremely satisfied

4) How satisfied are you with the demonstration provided by salesperson.

5) How will you rate salesperson’s responsiveness to meet your needs?

Poor Average Good Excellent

6) How satisfied are with the sales person’s punctuality.

Totally dissatisfied Dissatisfied Satisfied Totally satisfied

7) Do you agree with finance advisor about the information and schemes?

Totally agree Agree Disagree Totally disagree


8) How will you rate visibility of Shreekripa Automobiles pvt. Ltd. /Grade the infrastructure.

Statement Poor Average Good Excellent

• Welcome and Cleanliness at entry gate

• Availability of parking place

• Welcome at reception

• Display of graphics

• Display of accessories

9) How will you rate with the following statements?

10) Have you got to see the variant you were looking for at the display?

Yes No

11) How will you rate the availability of variants at Shreekripa automobiles pvt. Ltd.

12)The literature available at Shreekripa automobiles pvt. Ltd

Yes No

• Available Press material is updated

• Television at dealership is in working condition

• Availability of brochures and magazines

• Availability of business card

.

13) How will you rate the location, parking and ambience at dealer?


14) Do you agree with the following statement of services available at Shreekripa pvt ltd

Statement Totally Agree

Agree Disagree Totally disagree

• services of housekeeping is quick


• availability of customer and driver lounge is specious and comfortable

• availability of machinery in service department are upgraded

• Interior color is pleasant and furnishing also good

• Employees performance chart is updated

15) Starting from your experience what changes will you like to do?………………………………………………………………………………….………………………………………………………………………………..

Signature

CUSTOMER FEEDBACK

NAME:-

ADD:-

MOBILE NO.:-

CURRENT CAR:-

1) Mode / source of enquiry.

• walk-in

• telephone

• event/road shows

• refences enquiry

• cold calls

• email

• corporate

• DSA/DMA

• exiting VW customer

• VW referrals/ programs

2) How will you rate the employees at dealer based on parameters as per your experience.

3) Did the demonstration was given sales person.

4) Did the sales person solve your all queries at the time of demonstration?

Not satisfactory Partially completely

5) Was test drive offered by the sales consultant?

Statements Poor Average Good Excellent

• The staff is kind and helpful

• exhibiting the models is up to the expectations

• The staff is proficient

• Purchasing car is easy

Yes No

Yes No

6) How will you rate your experience of demonstration and test drive?

Poor Average Good Best

7) Does VW finance was offered by sales person.

8) If Yes, then how satisfied are you with the information and schemes of VW finance.


Statements Poor Average Good Excellent• The car ready as per the scheduled time• how was the handover of document

process• was the car ready with the accessories you

required• was the car neat and clean at the time of

test drive• how was the delivery ceremony i.e. pooja

ceremony

10) Were you introduced to CRM department at the time of delivery of your vehicle?

11) How satisfied were you with the CRM’S instruction about your vehicle.



13) How will you rate the overall delivery process of your car.


Yes No


Yes No

1 2 3 4 5Grade

14) Did you receive the congratulation letter after the delivery of the vehicle?

Yes No

15) How satisfied are you with the following statement .

Statement Not satisfied

Satisfied Extremely

satisfied

• received the congratulation letter after the delivery of the vehicle

• 3rd day follow up was taken by SAPL

• Sales Consultants follow up after 7 days

• follow up by VW for satisfaction

16) Starting from your experience would you say your opinion of the following statement?

Statements Totally

Disagree

Disagree Agreed Totally Agreed

• The quality of work at the top level.

• The equipment is at technical department is of high level

• The duration of repair is short

• The cost of repair is calculated correctly.

17) From your experience would you like suggest other people buy Volkswagen car from the dealer.

18) Any suggestion or change would you like to mention…………………………………………………………………………………….........................................................................................

Signature

Yes No

significance of extended 3 p’s with reference to shreekipa automobiles pvt. ltd. nasik

Education