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Transcript of 6th Sem Project
A Project on
“CUSTOMER SATISFACTION
SURVEY OF MARUTI SUZUKI”
Sakshi Jindal (03113401709)
INDEX
Executive Summary Customer Satisfaction Method to measure customer satisfaction Customer satisfaction survey for Maruti Suzuki Company profile Products of Maruti Suzuki Key initiatives for satisfying customers Industry profile Objective Scope of work Research Methodology Conclusions Suggestions Limitations of study Findings Bibliography Questionnaire
Executive Summary
It was in 1970 that Sanjay Gandhi envisioned the manufacture of maruti
which is known popularly as the people’s car it is maruti which is known to
give wheels to the nation. The first car of mauti was rolled out on Dec. 14,
1983 after a collaboration with Suzuki motors.
Satisfaction is a person’s feeling of pleasure or disappointment resulting
from a comparing perceived performance in relation to his or her
expectation. If the performance falls short of expectation, the consumer is
dissatisfied. If the performance matches the expectations, he consumer is
satisfied. If the performance exceeds expectation, the customer is highly
satisfied or delighted.
In today’s competitive scenario firms consistently tries to satisfy his existing
customer to get more customers in every regards. To meet the desired
expectation of customers companies has to look around all aspects of
products services and of course market condition, otherwise they may be out
of the race. Automobile industry has the same competitiveness and every
firm in the industry is consistently working for enhancing their product and
services.
The study widely concentrates on the level of satisfaction amongst
customers for which I did Exploratory Research to check the satisfaction
level amongst the customers of Maruti as the popular punch line also says
“Count On Us”
Customer Satisfaction
According to Philip kotler, “satisfaction is a person’s feelings of pleasure or
disappointment resulting from product’s perceived performance (outcome)
in relation to his or her expectations. Customer satisfaction is the level of
person’s felt state resulting from comparing a product’s perceived
performance (outcome) in relation to the person’s expectations”.
This satisfaction level is a function of difference between perceived
performance and expectations. If the product’s performance, exceed
expectation the customer is highly satisfied or delighted. If the performance
matches the expectations the customer is satisfied. If the products
performance fall shorts of expectations the customer is dissatisfied.
Many companies are aiming for high satisfaction because customers who are
just satisfied still find it easy to switch when a better offer comes along.
High satisfaction or delight creates an emotional affinity with brand.
Variety of factors that affect customer satisfaction includes product quality,
product availability and after sales support such as warranties and services.
Customer satisfaction is seen as a proof of delivering a quality product or
service. It is believed that customer satisfaction brings sales growth, and
market share. A company can always increase customer satisfaction by
lowering its price or increasing its services but this may result in lower
profits. Thus the purpose of marketing is to generate customer value
profitability.
India is on the threshold of a new millennium. India chose for global
economy, exposing her to winds of change in the market place, which has
expanded vastly and become fiercely competitive. In the changed
environment, decision makers view the marketing concept as the key to
success. Marketing in practice has to manage products, pricing, promotion
and distribution.
A successful product can be developed by exploding these opportunities.
While delivering the value of the consumer we make use of marketing
support. This support is based on the knowledge of consumers and
distribution. Marketing support both at the introduction of products and
maturing is considered
Skills of Marketers
Marketers have 4 main skill sets that they bring to an enterprise:
1) Opportunity Identification:
Marketing begins before there is a product to sell. Many people think
marketing is just selling whatever comes out of the manufacturing plant. It's
the job of marketing to decide WHAT comes out of the manufacturing plant
in the first place. Before a business can make money there must be
opportunities for money to be made and it's marketing's job to define what
those opportunities are. Marketers analyze markets, market gaps, trends,
products, competition, and distribution channels to come up with
opportunities to make money.
2) Competitive strategy/positioning:
Markets consist of groups of competitors competing for a customer's
business. The job of marketing is to decide how to create a defensible
sustainable competitive advantage against competitors. Marketers conceive
strategies, tactics, and business models to make it hard if not impossible for
competition to take away customers from their business.
3) Demand generation/management
It's the job of marketing to create and sustain demand for a company's
products. Marketers manage demand for a company's products by
influencing the probability and frequency of their customer's purchase
behavior.
4) Sales
The ultimate goal of marketing is to make money for a business. In most
company’s sales is a different discipline and department from marketing.
But in order for salespeople to have any long term success in a company
they must be led by marketing. The better job a company does of identifying
opportunities, creating a differential sustainable competitive advantage, and
generating demand for their products the easier it will be for salespeople to
make sales.
Method to Measure Customer Satisfaction
Companies use the following methods to measure customer satisfaction:
1) Complaints and suggestion system:
Companies obtaining complaints through their customer service centres, and
further suggestions were given by customers to satisfy their desires.
2) Customer satisfaction surveys:
Responsive companies obtain a direct measure of customer satisfaction by
periodic surveys. They send questionnaires to random sample of their
customers to find out how they feel about various aspects of the company’s
performance and also solicit views on their competitor’s performance. It is
useful to measure the customer’s willingness to recommend the company
and brand to other persons.
3) Lost Customer Analysis:
Companies should contact customers who have stopped buying or who have
switched to another supplier to learn why this happened.
4) Consumer Behavior Vs Consumption Behavior :
Consumer behavior refers to the manner in which an individual reaches
decision related to the selection, purchases and use of goods and services.
Walters and Paul says that, consumer behavior is the process where by the
individuals decides what, when, how and from whom to purchase goods &
services. Consumer behavior relates to an individual person (Micro
behavior) where as consumption behavior relates to and to the mass or
aggregate of individuals (Macro behavior) consumers behavior as a study
focuses on the decision process of the individual consumer or consuming
unit such as the family.
In contrast the consumption behavior as a study is to do with the explanation
of the behavior of the aggregate of consumers or the consuming unit.
Consumer is a pivot, around which the entire system of marketing revolves.
The study of buyer behavior is one of the most important keys to successful
mark
“Customer Satisfaction Survey for Maruti Suzuki”
In this world of competition any organization cannot avoid
Customers. It has become a necessity for an organization for its survival in
any industry so that customer satisfaction plays important role in each an
every product life cycle.
Customer satisfaction survey for Maruti Suzuki is the project
conducted for Maruti Suzuki Automotive pvt. Ltd. Today Companies are
facing toughest competition ever. The intense competition makes the
companies to take the necessary steps.
To retain their existing customer as well as attract new once. In the
environment of advancement of the technology the companies are trying
hard to keep the pace with latest development.
This survey will help the company to know the customers satisfaction
level and feedback of customers at the product. It will also help company to
know about the competitors. This will help company to know about wants
and expectation of customers.
The company can also know if there are any problems faced by the
customers in that region. This survey has conducted a geographical are in
East Delhi.
Company Profile
Maruti Suzuki India Limited is a publicly listed automaker in India.
It is a leading four-wheeler automobile manufacturer in South Asia. Suzuki
Motor Corporation of Japan holds a majority stake in the company. It was
the first company in India to mass-produce and sell more than a million cars.
It is largely credited for having brought in an automobile revolution to India.
It is the market leader in India and on 17 September 2007, Maruti Udyog
was renamed Maruti Suzuki India Limited. The company's headquarters are
in Gurgaon, Haryana (near Delhi).
Maruti Suzuki is one of India's leading automobile manufacturers and
the market leader in the car segment, both in terms of volume of vehicles
sold and revenue earned. Until recently, 18.28% of the company was owned
by the Indian government, and 54.2% by Suzuki of Japan. The Indian
government held an initial public offering of 25% of the company in June
2003. As of May 10, 2007, Govt. of India sold its complete share to Indian
financial institutions. With this, Govt. of India no longer has stake in Maruti
Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the
actual production commenced in 1983 with the Maruti 800, based on the
Suzuki Alto kei car which at the time was the only modern car available in
India, its' only competitors- the Hindustan Ambassador and Premier Padmini
were both around 25 years out of date at that point. Through 2004, Maruti
has produced over 5 Million vehicles. Marutis are sold in India and various
several other countries, depending upon export orders. Cars similar to
Marutis (but not manufactured by Maruti Udyog) are sold by Suzuki and
manufactured in Pakistan and other South Asian countries.
The company annually exports more than 50,000 cars and has an extremely
large domestic market in India selling over 730,000 cars annually. Maruti
800, till 2004, was the India's largest selling compact car ever since it was
launched in 1983. More than a million units of this car have been sold
worldwide so far. Currently, Maruti Alto tops the sales charts and Maruti
Swift is the largest selling in A2 segment.
Due to the large number of Maruti 800s sold in the Indian market, the term
"Maruti" is commonly used to refer to this compact car model. Till recently
the term "Maruti", in popular Indian culture, was associated to the Maruti
800 model.
Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of
Japan, has been the leader of the Indian car market for over two decades.
Its manufacturing facilities are located at two facilities Gurgaon and
Manesar south of New Delhi. Maruti’s Gurgaon facility has an installed
capacity of 350,000 units per annum. The Manesar facilities, launched in
February 2007 comprise a vehicle assembly plant with a capacity of 100,000
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 over 700,000 units annually.
More than half the cars sold in India are Maruti cars. The company is a
subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of
Maruti. The rest is owned by the public and financial institutions. It is listed
on the Bombay Stock Exchange and National Stock Exchange in India.
During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were
exported. In all, over six million Maruti cars are on Indian roads since the
first car was rolled out on December 14, 1983.
Maruti Suzuki offers 12 models, Maruti 800, Omni, Alto, Versa, Gypsy, A
Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, Grand Vitara. Swift,
Swift dzire, A star and SX4 are manufactured in Manesar, Grand Vitara is
imported from Japan as a completely built unit (CBU), remaining all models
are manufactured in Maruti Suzuki's Gurgaon Plant.
More than half the numbers of cars sold in India wear a Maruti Suzuki
badge. We are a subsidiary of Suzuki Motor Corporation Japan.
Suzuki Motor Corporation, the parent company, is a global leader in mini
and compact cars for three decades. Suzuki’s technical superiority lies in its
ability to pack power and performance into a compact, lightweight engine
that is clean and fuel efficient.
Maruti is clearly an “employer of choice” for automotive engineers and
young managers from across the country. Nearly 75,000 people are
employed directly by Maruti .
Maruti Suzuki has different product as follow:
1. Maruti 800:
Maruti 800 is one most small family related comfortable car, which
come under Economy segment. It is mostly sellable by the Maruti
Udyog. It has been most good performance by the buyers. And also
good result of it. Since 1982 has been started production of this car.
Maruti 800
Sr. No. Features
1. Types Maruti Standard
Maruti DUO
2. Petrol Or Diesel Petrol
3. Seating capacity 4
4. Launch in India December 1983
2. Alto:
Sr. No. Features
1. Types Alto
Alto Lx
Alto Lxi
Alto K10
2. Petrol Or Diesel Petrol
3. Seating capacity 5
4. Launch in India Sep 2000
3. Zen Estilo:
ZEN ESTILO
Sr. No. Features
1. Types Lx
Lxi
Vxi
2. Petrol Or Diesel Petrol
3. Seating capacity 5
4. Launch in India November 2006
4. Omni:
Sr. No. Features
1. Types Omni 5 seater
Omni 8 seater
Omni LPG
Omni Ambulance
2. Petrol Or Diesel Petrol/LPG
3. Seating capacity 5 seater, 8 seater
4. Launch in India 1984
5. Wagon R:
Sr. No. Features
1. Types Lx
Lxi
2. Petrol Or Diesel Petrol
3. Seating capacity 4
4. Launch in India 1999
6. Swift:
Sr. No. Features
1. Types Lx
Lxi
Zxi
2. Petrol Or Diesel Petrol/Diesel
3. Seating capacity 5
4. Launch in India May 2005
7. Swift Dezire:
Sr. No. Features
1. Types LXi, VXi,
Zxi(Petrol)
Ldi, Vdi,
Zdi(Diesel)
2. Petrol Or Diesel Petrol/Diesel
3. Seating capacity 5
4. Launch in India March 2008
8. Maruti SX4
Maruti SX4
Sr. No. Features
1. Types SX4 Vxi , SX4 Zxi , SX4 Zxi (Leather )
2. Petrol Or Diesel Petrol
3. Seating capacity 5
4. Launch in India May 2007
9. A-STAR
A-STAR
Sr. No. Features
1. Types Lxi, Vxi, Zxi.
2. Petrol Or Diesel Petrol
3. Seating capacity 5
5. Launch in India 2008
10. RITZ
Sr. No. Features
1. Types Lxi, Vxi, Zxi, Ldi,
Vdi.
2. Petrol Or Diesel Petrol, Diesel
3. Seating capacity 5
4. Launch in India 2009
11. EECO
Eeco Sr. No. Features
1. Types Standard, A.C.+Htr
2. Petrol Or Diesel Petrol,CNG
3. Seating capacity 5 or 7
4. Launch in India 2010
ADD-ON SERVICES
Ask any thing about Maruti. Anytime, call 1800 1800 180 (
Toll Free ). Mobile +91 9910 20 20 20
Maruti On –road Service. Just dial 39891515 for a 24-hour
on-road breakdown service in many cities. No other car company can match
this.
Maruti Genuine Parts. Maruti Suzuki spares are easily
available across the length and breadth of the country.
Maruti forever yours service include an extend of warranty
with very reasonable rate.
Express Highway Service introduced with service stations
at convenient points on important national highways.
Many of the auto component companies other than
Maruti Udyog started to offer components and
accessories that were compatible. This caused a serious
threat and loss of revenue to Maruti. Maruti started a new initiative under the
brand name Maruti Genuine Accessories to offer accessories like alloy
wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat
covers and other car care products. These products are sold through dealer
outlets and authorized service stations throughout India.
Maruti True service offered by Maruti Udyog to its
customers. It is a market place for used Maruti
Vehicles. One can buy, sell or exchange used Maruti
vehicles with the help of this service in India.
As part of its corporate social responsibility Maruti
Udyog 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.
N2N is the short form of End to End Fleet
Management and This fleet management service
include end-to-end solutions across the vehicle's life,
which includes Leasing, Maintenance, Convenience services and
Remarketing.
AWARDS FOR COMPANY
Awards for 2010
Ritz got following awards
Awards for 2009
Ritz got following awards
J.D. ASHIA PASAFIC REPORT
Maruti Suzuki Ranks Highest in Automotive Customer Satisfaction in India
for a Ninth Consecutive Year.
SINGAPORE: 21 October 2008 — For a ninth consecutive year, Maruti
Suzuki ranks highest in customer satisfaction with authorized dealer service
in India, according to the J.D. Power Asia Pacific 2008 India Customer
Service Index (CSI) StudySM released on 21 October 2008.
The study, now in its 12th year, measures satisfaction among vehicle owners
who visited their authorized dealership service center for maintenance or
repair work during the first 12 to 18 months of ownership, which typically
represents the warranty period. Overall satisfaction is determined by
examining seven measures (listed in order of importance): problems
experienced; service quality; user-friendly service; service advisor; service
initiation; service delivery; and in-service experience.
Maruti Suzuki achieves an overall CSI score of 820 on a 1,000-point scale.
Overall customer satisfaction with dealer service for the industry improves
slightly in 2008—up by 3 points since 2007, with six of the 11 ranked
brands demonstrating gains. While ranking below the industry average, Tata
and Mahindra emerge as the most improved brands, respectively,
particularly in the areas of service initiation, quality of service advisors and
in-service experience.
“Maruti Suzuki has effectively implemented simple procedures that improve
satisfaction with the value of work performed and perceptions of the fairness
and honesty of the dealer, such as greeting service customers quickly upon
arrival and fully explaining charges and repairs,” said Mohit Arora, senior
director at J.D. Power Asia Pacific, Singapore. “Instituting these low-effort,
yet high-impact practices helps to foster trust among customers, which is
critical to building loyalty for future service and sales opportunities.”
The study finds that the proportion of vehicles brought in and serviced
within the same day has increased to 55 percent this year from 49 percent in
2007. Quick completion of service is a key source of customer delight,
particularly for customers who visit the dealer for routine maintenance.
“Quick service turnaround induces a feeling of convenience and comfort for
customers, especially as life styles become more fast paced,” said Arora.
“Dealers that provide expedient service not only delight their customers but
also benefit from greater dealership profitability as a result of high levels of
asset utilization.”
The study also finds that customer-reported costs of operation for petrol-
powered vehicles have risen by seven percent since 2007, primarily due to
rising fuel costs. In contrast, owners of diesel-powered vehicles report a
minimal increase in operating costs in 2008, compared with 2007. The
overall cost of vehicle operation is an aggregation of three components: fuel;
repair and maintenance; and tire expenses.
“Consumers in India have traditionally exhibited higher sensitivity to the
costs of vehicle operation, compared with consumers in other international
markets,” said Arora. “In India, customer intent to recommend a model or
repurchase a make is strongly influenced by satisfaction with vehicle
operating costs.”
The study finds that overall advocacy rates have declined, with 77
percent of owners in 2008 reporting that they “definitely would”
recommend their vehicle make, compared with 82 percent in 2007.
Customer loyalty rates have remained stable from 2007, with 64 percent of
owners in 2008 saying they “definitely would” repurchase their vehicle
make, compared with 63 percent in 2007. However, the study also finds that
rates of advocacy and loyalty are much higher among highly satisfied
customers (those with satisfaction scores averaging above 867) than among
customers with lower levels of satisfaction. Approximately 94 percent of
highly satisfied customers say they “definitely would” recommend their
vehicle make, and 84 percent report they “definitely would” repurchase
their vehicle make. In contrast, among customers with the lowest levels of
satisfaction (averaging below 709), only 55 percent of customers “definitely
would” recommend, and only 43 percent report that they “definitely would”
repurchase their current vehicle make.
The 2008 India Customer Satisfaction Index (CSI) study is based on
responses from more than 5,594 owners of nearly 41 different vehicle
models. The study was fielded from May to August 2008 and includes
customers who purchased their vehicles between November 2006 and
August 2007.
The company takes great pride in sharing that customers have rated Maruti
Suzuki first once again in Customer Satisfaction Survey conducted by
independent body, J.D.Power Asia Pacific. It is 9th time in a row.
The award mirrors the company's commitment towards "Customer
Obsession".
The company vouches for customer satisfaction. For its sincere efforts it has
been rated (by customers) first in customer satisfaction among all car makers in
India for nine years in a row in annual survey by J D Power Asia Pacific.
KEY INITIATIVES FOR SATISFYING CUSTOMERS
Car pickup & delivery facility for women car owners Quote Unquote: "The study finds that vehicle pickup and delivery
before and after service has a strong impact on customer satisfaction. In
particular, customers who say that their vehicle was picked up from their
doorstep before service and delivered to the same point after service are
notably more delighted with their after-sales service experience, compared
with customers who do not receive this service...."
Car Safety device: Immobilizer The company used technology to meet customer needs and even delight
them. Following feedback that the company's cars were more prone to theft
owing to their resale value, the company worked on an anti-theft
immobilizer or "I-Cats;" system for all its new cars.
Setting up "Express Service Bays" & "2 - Technician Bays" As the name suggests the company set out to delight its customers by
offering them faster car service by introducing new concepts such as Express
Service Bays & 2- Technicians Bays.
These are done for customers who are hard pressed for time. Both the
initiatives undertaken in this direction have helped improve customer
interface and also helped increase the productivity and capacity of existing
workshops.
Mega Camps
The company aggressively conducts 'Mega Camps' throughout the country
round the year.
Activities undertaken during a mega camp include complimentary car wash,
AC & Pollution check up, oil and fuel top ups, wheel alignments etc.
Apart from mega camps workshop camps like A/C checkup camps, PUC
and general check-up camps, Locality camps , Pre monsoon camps etc are
also regularly conducted as part of customer connect initiatives.
Service at your Door Step through Maruti Mobile Support
Another unique initiative is the door step service facility through Maruti
Mobile Support.
Maruti Mobile Support is a first of it's kind initiative and is expected not
only to help the company reach out customers in metro cities but also as a
mean to reach semi urban /rural areas where setting up of new workshop
may not be viable.
Complete Car Needs The company's effort of providing all car-related needs -- from learning to
drive a car at Maruti Driving Schools to car insurance, extended warranty
and eventually exchanging the existing car for a new one -- under one roof at
dealerships also enhances customer satisfaction.
Customer Satisfaction Index Ranking
FACTORS CONTRIBUTING TO OVERALL SATISFACTION
Industry Profile
India's love affair with the automobile is famously embodied in the
1920's Rolls Royce collections of the erstwhile maharajas. The growing
middle class aspires for the automobile for its convenience and as a status
symbol. Upper middle class and wealthy car owners employ full-time
chauffeurs to navigate the aggressive and seemingly lawless traffic patterns
of most cities. The construction of expressways such as the Mumbai-Pune
expressway has opened up new touring opportunities. The expected launch
of a Formula One circuit in New Delhi is expected to spark public
enthusiasm for a motor sporting industry.
The automobile industry has changed the way people live and work. The
earliest of modern cars was manufactured in the year 1895. Shortly the first
appearance of the car followed in India. As the century turned, three cars
were imported in Mumbai (India). Within decade there were total of 1025
cars in the city.
While automobiles were introduced to India in the late 1890's, the
manufacturing industry only took off after independence in 1947. The
protectionist economic policies of the government gave rise in the 1950’s to
the Hindustan Motors Ambassador, based on a 1950’s Morris Oxford, and,
are still ubiquitous in the roads and highways of India. Hindustan Motors
and a few smaller manufacturers such as Premier Automobiles, Tata Motors,
Bajaj Auto, Ashok Leyland and Standard Motors held an oligopoly until
India's initial economic opening in the 1980's.
The maverick Indian politician Sanjay Gandhi championed the need for a
"people's car"; the project was realized after his death with the launch of a
state-owned firm Maruti Udyog Ltd.(Maruti Suzuki India Ltd.) which
quickly gained over 50% market share.
The Maruti 800 became popular because of its low price, high fuel
efficiency, reliability and modern features relative to its competition at the
time. Tata Motors exported buses and trucks to niche markets in the
developing world.
The liberalization policy of Indian government in 1991 opened the
flood gates of competition and growth which have continued up to today.
The high growth in the Indian economy has resulted in all major
international car manufacturers entering the Indian market. General Motors,
Ford, Toyota, Honda, Hyundai and others set up manufacturing plants. Rolls
Royce, Bentley and May Bach are examples of the few high end automobile
manufacturers which entered India in the recent years. The Tata Nano is at
the lower end of the price range costing approx US$ 2,500 and Bugatti
Veyron at the other with a price tag of over US$ 2 million.
The automobile industry in India is the eleventh largest in the world
with an annual production of approximately 2 million units. India is
expected to overtake China as the world's fastest growing car market in
terms of the number of units sold and the automotive industry is one of the
fastest growing manufacturing sectors in India.
Because of its large market (India has a population of 1.1 billion; the
second largest in the world), a low base of Car ownership (25 per 1,000
people) and a surging economy, India has become a huge attraction for car
manufacturers around the world.
Though several major foreign automakers, like Ford, GM and Honda, have
their manufacturing bases in India, Indian automobile market is dominated
by domestic companies. Maruti Suzuki is the largest passenger vehicle
company; Tata Motors is the largest commercial vehicle company while
Hero Honda is the largest motorcycle company in India. Other major Indian
automobile manufacturers include Mahindra & Mahindra, Ashok Leyland
and Bajaj Auto Ltd.
The automotive industry directly and indirectly employs 13 million
individuals in India. The industry is valued at about US$ 35 billion
contributing about 3.1% of India's GDP (nominal). India's cost-competitive
auto components industry is the second largest in the world.
List of automobile manufacturers in India
Indian companies Multi-national companies
Force Motors Audi
Ashok Leyland BMW
Hindustan Motors Fiat
Mahindra & Mahindra Limited Ford Motors
Maruti Suzuki General Motors
Premier Automobiles Honda
REVA Hyundai
Tata Motors 8 Renault-Nissan Mercedes-Benz
Mitsubishi Motors
Skoda
Toyata
Objective
Primary objective:-
1. Conduct customer satisfaction survey for Maruti Suzuki.
2. To find out customer expectation from Maruti Suzuki.
3. To study the factors those satisfy and delight the customer.
Secondary objective:-
1. To find out problem faced by customers.
2. To understand the customers requirement from the Maruti Suzuki.
3. To know customer opinion about Maruti Suzuki’s vehicles.
SCOPE OF WORK
The customer is always right. This is incontrovertible. Customer
belongs at the heart of every business because without them there is no
business. Without their money, there is no exchange. Therefore, for any
company, the customer is the starting point that influence very move.
Marketing is based on this logic. It is process by which a company
finds out what its customers want and need, and then delivery it in a way
that that makes as much profit as possible.
Because marketing focuses on customers, the heart of every business
and sources of all income, it follows logically that marketing as a mere
function of business to be performed intermittently.
By focusing on different customers, a marketing orientation gives a
company an edge over those who focus more on different products, selling
and the production. Marketing opportunity arise when customer wants and
need arise. There is no point in trying to sell something for which there is no
demand. The production process must be informed by customer demand.
Customer will not often buy just because it is exist.
Customers are satisfied when offered what are needs. In practice, they are
not all that easy to please. Marketing is also about predicting what customer
will want and need in the future. It is native have to think that customers
needs and want remain constant, adopting the customer-centered approach to
a business will involve change.
As psychiatrists have noted, change is always stressful but often necessary.
Wants and needs change along with markets, product, and cultures. The
SLEPT FACTOR (social, legal, economical, political, and technological)
can affect the behavior of customers, the market they form, and the ways in
which a company can respond. To stay ahead of competition, a change in
outlook must occur. Innovation should be encouraged.
Marketing has been conceptualized and accepted as an activity directed at
satisfying need and wants through exchange process. The “Marketing
Concept” is essentially the satisfaction of the customer needs through
integrated marketing with the intend to satisfy the customers while earning
the profit. The basic idea is that a satisfied customer will likely to
repurchase, leading to increase sales and share for the firm. Integrated
marketing activities amied at producing customer satisfaction include what
have been referred to as 4 P’s of marketing, namely product, promotion,
price & place. Generally marketing is conceder as the Primary functional
area in the firm that works to satisfy the firms customers. It is true that
customer satisfaction is the result of total marketing efforts, industry has
generally failed to recognized the importance of customer as provided by
physical distribution to the customer satisfaction and has not effectively
integrated customer service with the other component of marketing mix.
Customer’s expectations:
Customer is defined as anyone who receives that which is produced by the
individual or organization that has value. Customer’s expectations are
continuously increasing. Brand loyalty is a thing of past. Customer seek out
products and producers that are best able to satisfy there requirements. A
product does not need to be rated highest by the customer on all dimensions,
only those they think are important.
Customer perceived value:
Customer perceived value is difference between the prospective customer’s
evaluation of all the cost of an offering and the perceived alternatives.
Total customer value is perceived monetary value of the bundle of
economics, functional and psychological benefits customer expect from the
given marketing offering.
Delivering high customer value the key to generating high customer loyalty
is to deliver high customer value. According to Michel Lanning, a company
must design a competitively superior value deliver system.
Customer satisfaction:Satisfaction is the person’s feelings of pleasure or disappointment resulting
from comparing a product’s perceived in relation to his or her expectations.
In general, if performance of the products matches the expectations, the
customer is said to be satisfied. Customer satisfaction, a business term, is a
measure of how products and services supplied by a company meet or
surpass customer expectations. In a competitive marketplace where business
complete for customers, customer satisfaction is seen as a key differentiator
and increasingly has become a key element of business strategy. If
performance exceeds expectations, the customer is said to be highly satisfied
or delighted. If the performance falls short of expectations, the customer is
said to be dissatisfied.
Measuring customer satisfaction: Organizations are increasingly interesting in retaining existing customers
while targeting non-customers measuring customer satisfaction provides an
indication of how successful the organization is at providing products and/or
services to the marketplace. Customer satisfaction is an ambiguous and
abstract concept and the actual manifestation of the state of satisfaction will
vary from person to person and product/service to product/service.
The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction can also vary depending
on other options the customer may have and other products against which
the customer can compare the organization’s products.
Importance to measure customer satisfaction:While is it is critical to be in sync with the overall business objectives of the
organization, it is also critical to be in tune with information requirements
of users, and the value they find in services provided by the info center. In
order to be perceived as integral assets to their organizations, most
information professionals are concerned with expanding their activities, and
serving more customers better. Building on a loyal customer or user base is
the best and easiest way to grow your business. Just as companies find it
costs approximately five times more to acquire new customers than it costs
to keep a customer, Info Centers will find it most cost effective to grow by
building on the services now provided to loyal, committed customers. To
continue earning that customer loyalty, information professionals must keep
tabs on the satisfaction levels and perceptions of value held by Info Center
users. Strategies to develop the new business should always be balanced by
strategies to retain existing business and ensure ongoing satisfaction of
existing customers. There is an also real bottom-line reason for measuring
customer satisfaction.
Positive results from customer satisfactions studies will make a strong
statement in support of continued funding for Info Center activities.
Tools for measuring Customer Satisfaction:
1. Complaint and Suggestion Systems:
A customer-centered organization makes it easy for customers to register
suggestions and complaints. Companies also using web sites and e-mail for
quick, two-way communication.
2. Customer Satisfaction Survey: Responsive companies measure customer satisfaction directly by conducting
periodic surveys.
3. Ghost Shopping: Companies can hire people to pose as potential buyers to report on strong
and weak points experienced in buying the company’s and competitor’s
products. These shoppers can even test the company’s sales personnel
handle various situations.
4. Lost Customer Analysis: Companies should contact customers who have stopped buying or who have
switched to another supplier to learn why this happened.
5. Focus Groups: Focus groups can be held on an informal or formal basis. On an informal
basis, consider having a group of users meet for coffee or lunch to discuss
their satisfaction with services being evaluated. On a more formal basis, a
facilitator with experience in leading focus groups can work with personnel
to plan questions and activities to elicit perception of value and satisfaction
from participants.
Customer Satisfaction Survey:
Study show that although customers are dissatisfied with one out of every
four purchases, less than five percent of dissatisfied customers will
complain. Most customers will buy less or switch to other supplier.
Complaint levels are thus not good measure of customer satisfactions
responsive companies measure customers Satisfaction directly by
conducting periodic survey. They send questionnaire or make telephonic
calls to a random sample of recent customers. They also solicit buyer’s
views on there competitor performance.
While collecting customer satisfaction data, it is also useful to asked
additional questions to measure re purchase intention; this will normally be
high if his customer satisfaction is high. It is also useful to measure likely
hood or willingness to recommend the company and brand to others. A high
positive word-of-mouth score indicates that the company is producing high
customer satisfaction.
Customer satisfaction helps company in knowing the wants, needs and
expectation of customers. It also helps to collect feedback about products.
This will assist company in new product development.
RESEARCH METHODOLOGY
Definition:
Research methodology is a process to systematically solve the research
problem. It may be understood as a science of studying how research is done
scientifically. Why a research study has been undertaken, how the research
problem has been defined. In what way and why the hypothesis has been
formulated, what data have been collected and particular method has been
adopted. Why particular technique of analyzing data has been used and a
host of similar other questions are usually answered when we talk of
research methodology concerning a research problem or study.
A research design serves as a bridge between what has been established (the
research objectives) and what is to be done, in the conduct of the study. In
this project research done is of conclusive nature. Conclusive research
provides information that help in making a rational decision.
Descriptive design was choose to measure the satisfaction level of customers
on the basis of different parameters such as quality, price, features,
technology, after sale services etc.
This design ensured complete clarity and accuracy. It also ensured minimum
bias in collection of data and reduced the errors in data interpretation.
Statistical method was followed in this research because the data was of
descriptive nature and it also enabled accurate generalizations.
Introduction:
The objective of this project is to conduct the Customer Satisfaction Survey
for Maruti Suzuki and recording, analyzing and interpreting the wants and
expectations of customers. For the company, it is essential to know whether
customers are satisfied or not with the Maruti Suzuki and services provided
by company. My research is secondary research as all the data has been
collected from Maruti outlet in Parparganj Industrial area in Delhi and all the
finding and analysis are based on it.
Statements of the problem:
The purpose of conducting this research is to get the actual idea about the
experiences of customers and their satisfaction level with Maruti Suzuki.
What types of problem they face after purchasing the vehicles. The purpose
of conducting this research is also to find out expectations of customers for
Maruti Suzuki. Users were selected and then the analysis was formed
regarding the people’s beliefs, satisfaction and expectations about the Maruti
Suzuki.
This was basically the problem that was discovered to conduct this project
i.e.
“Customer satisfaction survey for Maruti Suzuki.”
Sample size: 100
STATISTICAL TOOLS
Statistical tools are to obtain finding and average information in logical
sequence from the data collected. After tabulation of data, researcher used
the following Quantitative techniques.
Percentage analysis
Charts
Chi - square test
Interval estimation
1) The sample size is limited to 100 respondents.
2) The data is collected from the Maruti outlet in East Delhi and any bias
in their opinion of the customers will have an impact on the findings
of the study.
SOURCES OF DATA
Primary data:
Primary data are those which are collected a fresh and for the first time, and
thus happen to be original in character. It was collected through
questionnaire and personal interviews.
Secondary data:The secondary data are those which have already been
collected by someone else and which have already been through the
statistical process. The data were collected in the form of company profile
and produce profile from the web sites and news paper. Some of the books
were referred for theoretical concepts.
Table No.-6.1 Table showing Occupation of Customer-
S.No. Occupation No. of
Respondent
1 Business 44
2 Employee 32
3 Agriculture 14
4 Other 10
Interpretation –
It is observed that, 44% customers are doing the Business and 32%
customer are the employee in private or government sector, 14% are farmer
and 10% in other field.
Table No.6.2 Table showing Age of the Maruti Suzuki’s Customer
\
Interpretation –
It is observed that, 5% customer’s age is between the 20-25 years, 40% in
26-34 years, 30% in 35-44 years and 2% customers above 45 years.
Table No.-6.3 Table showing Pre-Sales satisfaction level of the customer.
Buyer 20 - 25 26 – 34 35 - 44 45 & above
1st 5 22 8 6
2nd 0 10 14 10
Additional 0 8 8 9
Total 5 40 30 25
Interpretation –
It is observed that, 50% of the customers are highly satisfied with the Pre-
sales services
And 5% are dissatisfied with the Pre sales services.
Customers remark No. of respondent
Excellent 50
Good 30
Average 15
Below average 5
Table No.-6.4 Table showing customers opinion about the Maruti’s
vehicles for Value for Money
Respondent's Remark No of respondents
Above Expectation 38
As per Expectation 42
Below Expectation 20
Interpretation –
42% of the respondents are of opinion that vehicles are as per expectation &
20% are of the opinion that the vehicle are below expectation.
Table No.-6.5 Table showing Post-Sales satisfaction level of the
customer.
Customers remark No. of respondent
Excellent 30
Good 45
Average 20
Below average 5
Interpretation –
It is observed that, 45% of the customers are highly satisfied with the Post-
sales services
And 5% are dissatisfied with the Post sales services.
Table No.-6.6 Table showing customer priority with respect to
characteristic.
Interpretation –
It is observed that, 26% of the customers preferred Mileages as first
preference and 6% preferred safety.
Aspect No of Respondents
Comfort 12
Mileage 26
Features 12
Looks 20
Price 24
Safety 6
Table No.-6.7 Table showing customer unawareness about MS Add on services.
Services No. of Respondent
MTV 10
M-Finance 12
M-Insurance 4
M-o-S 18
Anytime Maruti 20
MGA 8
MGP 8
MEW 20
Interpretation –
It is observed that, 20% of the customers are unaware of Anytime
Maruti, and 4% of the customers are unaware of Maruti Insurance.
Table No.-6.8 Table showing customer remark about services.
Interpretation –
46% of the customers are of opinion that Maruti should improve in quality.
Customers remark No. of Respondent
Price 16
Quality 46
Service 24
Other 14
Table No.-6.9 Table showing customer expectation for improvement in
Maruti Suzuki.
Customer remark about services
32%
50%
15%3%
Excellent
Good
Avverage
Below average
Interpretation –
It is observed that, 55% of the customers are satisfied with the
services, and 3% are not satisfied.
Customers remark No. of Respondent
Excellent 35
Good 55
Average 17
Below average 3
Table No.-6.10 Table showing customer’s repurchase intention.
Customers remark No. of Respondent
Yes 74
No 26
Interpretation –
It is observed that, 74% of the customers are ready to repurchase the
Maruti’s car, 26% are not ready to purchase the car.
Table No.-6.11 Table showing customer’s recommendation
intention.
Customers remark No. of Respondent
Yes 72
No 28
Interpretation –
It is observed that, 72% of the customers are ready to recommend the car to
the friends and relative, 28% are not ready to recommend the car to the
friends and relatives.
Table No.-6.12 Table showing customer’s preference about M-
Finance.
Customers remark No. of Respondent
Yes 38
No 62
Interpretation –
It is observed that, 62% of the customers are ready to prefer M-
Finance, 28% are not ready to prefer M-Finance.
Table No.-6.13 Table showing customer’s preference about M-
Insurance.
Customers remark No. of Respondent
Yes 86
No 14
Interpretation –
It is observed that, 86% of the customers are ready to prefer M-Insurance,
14% are not ready to prefer M-Insurance.
CONCLUSION
It has been observed that most customers are satisfied with pre sales
services similarly most of these customers are dissatisfied with the post sales
service which is the matter of concern for the company. Maruti Suzuki needs
to improve some parts of products specifically the interiors. High customer
satisfaction level helps the company to retain its existing customer as well as
generate new customer through word to mouth publicity.
Customer satisfaction index is a good tool to make improvements in
the products and services of the company. And therefore should utilize
carefully & kept as confidential as possible.
SUGGESTIONAfter conducting the survey and knowing the market, I realized that:
The company should keep in mind the need of young generation.
Company should improve the promotion strategy of product.
Company should improve the promotion strategy of Add-on
services.
It will be beneficial for the company to make the warehouse near
to the showroom and there should be roof facility, adequate
security facility in the warehouse.
The Company should know its customers satisfaction level
throughout doing periodic surveys. Periodic surveys can treat
customer satisfaction directly.
Company should improve/upgrades its employee’s product
knowledge, market situation, and its competitor’s knowledge by
giving proper training to employee.
Company should upgrade or innovate its new product.
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.
LIMITATIONS OF STUDY:
Though the research was conducted properly, the probability of errors
& biases kept is minimum; still some errors occurred because of certain
limitation.
These are as follows:-
a) A very short span of time for research.
b) This is time-consuming research method & the respondents did not
have sufficient time for giving information for such type of research.
c) People were reluctant to give responses for such type of research.
d) People also did not give proper response for Questionnaire &
interview, because of short time.
I have honestly and sincerely tried to present the facts and
figures but some error still might have cropped up.
Findings It is observed that
1. The prospective segment is from the business and self employed class.
2. The company should concentrate on the age group 26-34.
3. Maruti should continue to maintain the standard of the service.
4. It is observed that, 42% of the respondent are of opinion that vehicles are
as per expectation, and 20% are saying its below expectation.
5. Company should improve its post sales service.
6. The customer highest priority is for the mileage.
7. Maruti Suzuki needs to improve its awareness about Add-on-Services
like any time Maruti, MEW etc.
8. Customer are highly satisfied with the service which help in customer
retention
9. It is observed that, 46% of the customers are of opinion that Maruti
should improve in quality, and 16% of the opinion that Maruti should
improve in price.
10.Customers are highly satisfied which help in customer retention.
11.Company has created goodwill among the customers which will help
them to recommend car to friends and relatives.
12.Maruti Suzuki needs to educate the customers about the benefits of M-
Finance. They can motivate the cash customers to offer M-Finance.
13.It is observed that, 86% of the customers are ready to prefer M-Insurance,
14% are not ready to prefer M-Insurance.
BIBLIOGRAPHY
1. Marketing Management by Philip Kotler, the millennium edition
2. Research Methodology-C.R. Kothari.2ndedition
3. Website visited –
www.marutisuzuki.com
www.automotive.com
www.marutiudyog.com
4. Newspaper-business standards, Dainak Gajran, Times of India, etc.
QUESTIONNAIR
Name: - Sex:-
Address: - Occupation:-
Contact No:-
Age of Respondent
a) <25 b) 25-34
c) 35-44 d) 45 & above
Annual Income
a) 3-5 lack b) 5-8 lack
c) 8-12 lack d) 12 and above
1. Which Model of Maruti are you using?
Car:-………………………………………………………………………………
2. From how many years you are using this model?
a) 0-2 years b) 2-4 years
c) 4-6 years d) 6-8 years
3. Preference for choosing particular car?
a) Comfort b) Mileage
c) Feature d) Performance
e) Looks f) Price
g) Others Please specify:-………
4. Are you satisfied with your car?
a) Yes
b) No
If No, give the reasons for the same
a) Comfort b) Mileage
c) Feature d) Performance
e) Looks f) Price
5. From which of the following add- services are you unaware?
a) MTV b) M-Finance
c) M-Insurance d) Maruti on road services
e) Any time Maruti f) MGA
b) MGP h) Maruti Extend warranty
6. Do you prefer M-Insurance over any other insurance option?
a) Yes
b) No If No, then why:-……………….
7. Do you prefer M-Finance over any other finance option?
a. Yes
b. NoIf No, then why:-……………….
8. Do you prefer to get MGA fitted in your car or any local accessories?
a) MGA b) Local
9. What is your Pre-sales experience while purchasing the car?
a) Excellent b) Good
c) Average d) Below Average
10. What is your Post-sales experience after purchasing the car?
a) Excellent b) Good
c) Average d) Below Average
11. Are you satisfied with the features of Maruti?
a) Comfort……. /5 b) Mileage……. /5
c) Feature ……. /5 d) Safety……. /5
e) Looks……. /5 f) Price……. /5
12. How will you rate Maruti on the basis of Value for Money?
a) Above Expectation
b) Below Expectation
c) As per Expectation
13. Do you find easy availability of spare parts?
a) Yes
b) No
14. Would you like to re purchase the Maruti’s car?
a) Yes
b) No
15. Would you like to recommend the Maruti car to your friends/relatives?
a) Yes
b) No
16. In which sector do you think/feel Maruti should improve? a) Price b) Quality
c) Service d) Others
17. Are you satisfied with the overall service of Maruti?
a) Excellent b) Good
c) Average d) Below Average