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



4. Launch in India Sep 2000

3. Zen Estilo:

ZEN ESTILO

Sr. No. Features

1. Types Lx

Lxi

Vxi



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




6. Swift:

Sr. No. Features

1. Types Lx

Lxi

Zxi

2. Petrol Or Diesel Petrol/Diesel


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


4. Launch in India March 2008

8. Maruti SX4

Maruti SX4

Sr. No. Features

1. Types SX4 Vxi , SX4 Zxi , SX4 Zxi (Leather )



4. Launch in India May 2007

9. A-STAR

A-STAR

Sr. No. Features

1. Types Lxi, Vxi, Zxi.




10. RITZ

Sr. No. Features

1. Types Lxi, Vxi, Zxi, Ldi,

Vdi.

2. Petrol Or Diesel Petrol, Diesel



11. EECO

Eeco Sr. No. Features

1. Types Standard, A.C.+Htr

2. Petrol Or Diesel Petrol,CNG

3. Seating capacity 5 or 7


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

http://www.jdpower.com/corporate/pdf/?file=/corporate/news/releases/pdf/2008218.pdf

FACTORS CONTRIBUTING TO OVERALL SATISFACTION

Industry Profile

http://www.jdpower.com/corporate/pdf/?file=/corporate/news/releases/pdf/2008218.pdf

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.


Excellent 35

Good 55

Average 17

Below average 3

Table No.-6.10 Table showing customer’s repurchase intention.


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.


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.


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.


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.

http://www.marutiudyog.com/

http://www.marutisuzuki.com/

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?



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?



6th Sem Project

Documents

Transcript of 6th Sem Project