A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO MARUI SUZUKI ALTO

INTRODUCTION

INTRODUCTION-

Perception measurement is one of the important customer’s behavioural studies towards a

product. The perception measurement gives company information about the customer

preference, loyalty and durability towards certain perception of the product. Perception also

determines the level of customer’s satisfaction or dissonance towards a particular product or

brand and perception coupled with purchasing capacity to make a customer too thick of

buying a better product. In most of the customer durable products, formation of customer

perception is very important because the favourable perception will create no expenditure

whereas unfavourable perception damages the image and reputation of the market.

One of the important durable customers productions are automobiles. They normally satisfy

their need of traveling and convenience to the customers. As an after effect of liberalization

and the opening of the economy to market mechanism there are innumerable brand of

automobiles in Indian market. Most of these automobiles such as the MARUTI SUZUKI

vehicles offer better fuel efficiency to the customer, as the petrol price in India is exorbitant.

The market redesign the marketing strategies in the terms of 4 p’s. Company keeps on

developing the market strategies for MARUTI SUZUKI.

The customer’s perception that is what customers think about the product or producers, or

brand etc. The customer’s satisfaction is much more important to the marketers than their

knowledge of objective reality. For, if one thinks about it, it is not what actually so is, but

what customers think is so, that affects their actions, their buying habits, their leisure habits,

their consumption habits and so forth. And because individuals make decisions and taken

actions based on what they perceive to be reality, it is important that marketers must

understand the whole notion of satisfaction of customers.

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1.1 WHAT IS CUSTOMER SATISFACTION

MEANING-

Customer satisfaction means taking complete care of customer by giving them complete

knowledge about the product and about all the feature of that particular product customer

satisfaction is the end result of your interaction with the customer. By giving the best

customer service and making sure that the customer was given the best resolution at the end

of the call, then we can say that the customer is satisfied even if it’s not verbally said.

According to me customers are those who pay (salary). Satisfaction is the key to hold the

customer for future business. Complete knowledge must be given; each and every query must

be clarified by the seller. If a customer remembers you for future business then we can say

that customer is satisfied.

1.2 DEFINATION-

“According to Harold E Edmondson”

Customer satisfaction is defined as “the number of customers, or percentage of total

customers, whose reported experience with a firm, its products, or its services (ratings)

exceeds specified satisfaction goals”.

Customer satisfaction is defined by whether the customer chooses to do business with you or

your company in the future. Many factors play a role in customer satisfaction, including

customer service, product quality and the ease of doing business. Companies must consider

customer satisfaction as an important role in the lifetime value of a customer.

Customer satisfaction is a part of customer’s experience that exposes a supplier’s behaviour

customer’s expectation. It also depends on how efficiently it is managed and how promptly

service are provided. This satisfaction could be related to various business aspects like

marketing, production, manufacturing, engineering, quality of products and services,

responses customer’s problems, queries, completion of project, post delivery services,

complaint management etc.

The various methods of customer satisfaction also focus on making sure clients are receiving

the quality they expect when making a purchase. This requires companies to have strong

quality control and assurance programs. Minimizing the opportunity for fault goods and

services to leave the facility and their way to customers. This type of preventive measure can

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go a long way toward establishing good customer relations at the onset of the relationship, a

benefit that may be helpful at a later time.

Methods of customer satisfaction generally involve setting reasonable expectations on the

part of the customer and living up to those expectations. This is true not only in terms of the

quality of the products purchased, but also the pricing and the ability to obtain help when

needed. Never promise customers something that cannot be delivered. Unless the company is

prepared to provide around the clock access to a customer service and support team, do not

present the idea ton customers. Be very specific with customers so there is no chance for

miscommunication and meeting customer expectations will be much easier.

Will all methods of customer satisfaction, honesty and integrity must be present. Interactions

with clients should always be productive, focusing on what will be done to correct an

unfortunate situation and what the company is prepared to do for the client in the future.

Vague promises that never come to pass only erode customer loyalty, while being honest and

working with customers to resolve any issues that arise will often salvage a bad situation and

help the relationship with clients emerges stronger than before.

7 TYPES OF EXPECTATIONS

Customer satisfaction reflects the expectations and experiences that the customer has with a

product or service. Expectations reflect both past and current product evaluation and use

experiences.

1.1 EXPLICIT EXPECTATIONS-

Explicit expectations are mental targets for product performance, such as well-identified

performance standards.

For example, if expectations for a colour printer were for 17 pages per minute and high

quality colour printing, but the product actually delivered 3 pages per minute and good

quality colour printing, then the cognitive evaluation comparing product performance and

expectations would be 17 PPM-3 PPM +High-Good, with each item weighted by the

associated importance.

1.2 IMPLICIT EXPECTATIONS-

Implicit expectations reflect established norms of performance. Implicit expectations are

established by business in general, other companies, industries, and even cultures.

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An implicit reference might include wording such as “compared with other companies…” or

“compared to the leading brand…”

1.3 STATIC PERFORMANCE EXPECTATIONS-

Static performance expectations address how performance and quality are defined for a

specific application. Performance measures related to quality of outcome may include the

evaluation of accessibility, customization, dependability, timeliness, accuracy, and user

friendly interfaces.

Static performance expectations are the visible part of the iceberg; they are the

performance we see and-often erroneously-are assumed to be the only dimensions of

performance that exist.

1.4 DYNAMIC PERFORMANCE EXPECTATIONS-

Dynamic performance expectations are about how the product or service is expected to

evolve over time. Dynamic expectations may be about the changes in support, product, or

service needed to meet future business or use environments.

Dynamic performance expectations may help to produce “static” performance expectations as

new uses, integrations, or system requirement develop and become more stable.

1.5 TECHNOLOGICAL EXPECTATIONS-

Technological expectations focus on the evolving state of the product category.

For example, mobile phones are continually evolving, leading to higher expectations of new

features.

Mobile service providers, in an effort to limit a consumer’s ability to switch to new

technology phones, have marketed rate plans with high cancellation penalties for switching

providers, but with liberal upgrade plans for the phones they offer.

1.6 INTERPERSONAL EXPECTATIONS-

Interpersonal expectations reflect the relationship between the customer and the product or

service provider.

Person to person relationship are increasingly important, especially where products require

support for proper use and functioning.

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1.7 SITUATIONAL EXPECTATIONS-

In building a customer satisfaction survey, it is also helpful to evaluate why pre-purchase

expectations or post purchase satisfaction may or may not be fulfilled or even measurable.

The following conditions may be considered:

Expectations may not include unanticipated service attributes that are new to that

consumer.

Expectations may be based on vague images, thereby creating wide latitude of

acceptable performance and expected satisfaction.

Product performance expectations and evaluations may be sensory and not

cognitive, as in expectations of taste, style or image. Such expectations are not only

difficult to evaluate and understand, but may change over time and with consumption.

The product use may attract so little attention as to produce no conscious affect

or cognition (evaluation). When measured, this results in meaningless satisfaction or

dissatisfaction information.

1.3 STATEMENT OF THE PROBLEM-

-The title of the study is customer satisfaction with special reference to MARUTI

SUZUKI ALTO.

-This study has been conducted to study the customer response, market share, and

customer satisfaction and response for MARUTI SUZUKI ALTO.

-It is aimed at different customer satisfaction with reference to age, purpose of

purchase, focusing on the target group.

-To analyse the findings or recommend the changes in service towards customers.

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NEED AND RELEVANCE OF THE STUDY

2.1 OBJECTIVE OF THE STUDY-

-To analyse the customer satisfaction towards MARUTI SUZUKI ALTO CAR in Bangalore

city.

-Identify customer perception level on MARUTI SUZUKI ALTO.

-To analyse the factors of the brand loyalty. Brand switching by the existing customer.

-To know the opinion of the customers of MARUTI SUZUKI ALTO regarding the

modification of the vehicle.

-To study the buying behaviour pattern of different vehicles.

2.2 SCOPE OF THE STUDY-

The study was conducted in nearby location of Garden City College only to find out why

customers are going for MARUTI SUZUKI ALTO. The scope of the study covers only

quantitatively analysing the customer’s satisfaction towards MARUTI SUZUKI ALTO.

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METHODOLOGY OF THE STUDY 3.1 METHODOLOGY OF RESEARCH DESIGN-

Type of research : Descriptive research by survives method

Data type : Primary data for sampled questionnaire

Secondary data : From magazines, newspapers and publications

Sample size : 50

Sampling unit : Bangalore city

Research instrument : Open ended and closed questionnaire

Plan of analysis : All the data collected were subjected

To tabulation using tally bar method of the scores were assigned to the specific characters

and analyses was carried out through percentile technique, inference were drawn based on the

marketing concept. After the analysis the conclusions were drawn to arrive at the summary of

findings.

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3.2 TOOLS FOR DATA COLLECTION-

To know the customers satisfaction, the research used the questionnaire method.

The questionnaires were distributed to the respondents and they were asked to answer the

questions given in the questionnaire. The questioner used by the researches about the

customer satisfaction towards MARUTI SUZUKI ALTO CAR. The questions in the

questionnaire were arranged in a specific order and were logically inter connected for

research study. The questioning of the structure questionnaire was disguised so that the

respondents do not know what is being measured and hence are not biased in their answers.

The advantages of structure lie in the reduction of interviewer and interpreter bias, in quicker

and less costly interviewing and of course in easier tabulation of results.

The questionnaires were framed keeping in mind the objectives of the satisfaction research of

MARUTI SUZUKI ALTO. Questions were asked regarding special factors like reference

groups, aspiration groups and roles of the respondents and states. Personal factors like

occupation, family sizes, personality etc. were very helpful in the framing of questions.

Questions were asked probing the involvement to the customer with the product. All the

questions were closed questions. The questions asked were ranking type, multiple choice type

and scaling type.

Sampling method-

The sample chosen is the non-probability convenience sampling. It is a non-probability

sampling method because it was not known previously whether a particular would be asked

to fill the questionnaire. Sampling is a convenience sampling because only those people were

asked to fill the questionnaire that were easily available to the researcher.

Scientific sampling method was not adopted in this research because of financial constraints

and also to lack of time. The basic aim of doing the research was academic and hence this

was most convenient.

Sample size-

The sample size taken for this project is fifty respondents. All of them were the users of

MARUTI SUZUKI ALTO.

3.3 DURATION OF THE STUDY-

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The project duration was divided into three parts. First part of study was preparation of the

questionnaire, which took around one week time. The second part was data collection from

nearby locations of Garden City College. Mainly the younger section of the population was

approached with the questionnaire. The data collection was followed with the coding and the

analysing the matter collected during the date collection.

3.4 PLAN OF ANALYSIS-

The data collected from different sorts of customers during the fieldwork and have been

processed as well as using simple statistical techniques. After the entire analysis each of

question some inferences as well as marketing implication have been given.

And at the end of the study findings had mentioned on the basis of the conclusion of findings

I have prepared some sort of marketing strategies for the organization.

3.5 LIMITATION OF THE STUDY-

The study is limited to Bangalore city, the sample size and the place for conducting research

might not be a true representative.

The time is restricted for one month so one can’t approach more number of users.

The opinion collected from respondents can’t be suitable for the long run study; it is to

change suitable from time to time.

Because of non-probability sampling the accuracy of the study may not be in true with the

population parameters.

Compare to the population, the sampling size is very low.

There may be response bias for the respondent.

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DATA ANALYSIS AND INTERPRETATION

AGE GROUP OF RESPONDENTS-

AGE GROUP NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS

20-30 12 24%

30-40 25 50%

40-50 8 16%

50-60 3 6%

ABOVE 60 2 4%

TOTAL 50 100%

Fig. 4.1 TABLE 1

Fig.

4.2

GRAPH 1

INTERPRETATION-

The above analysis clearly indicates that 50% of respondents are owning the MARUTI

SUZUKI ALTO in the category of 30-40 age groups, most of middle age.

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24%

50%

16%

6% 4%

20-3030-4040-5050-60ABOVE 60

GENDER OF THE RESPONDENTS-

SEX NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS

MALE 37 74%

FEMALE 13 26%

TOTAL 50 100%

Fig. 4.3 TABLE 2

MALE

FEMALE

Fig. 4.4 GRAPH 2

INTERPRETATION-

The above analysis clearly indicates that 74% of respondents are MALE who owns MARUTI

SUZUKI ALTO.

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INCOME OF THE RESPONDENTS-

INCOME NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS

1000-10000 2 4%

10000-20000 8 16%

20000-30000 22 44%

30000-40000 14 28%

ABOVE 40000 4 8%

TOTAL 50 100%

Fig. 4.5 TABLE 3

1000-10000 10000-20000 20000-30000 30000-40000 ABOVE 40000

2

8

22

14

4

Fig. 4.6 GRAPH 3

INTERPRETATION-

The above analysis clearly indicates that 44% of the respondents whose income are under the

category of 20000-30000 are owning MARUTI SUZUKI ALTO.

OCCUPATION OF RESPONDENTS-

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OCCUPATION NO. OF RESPONDENTS PERCENTAGE OF

RESPONDENTS

Employee in government sector 25 50%

Employee in private sector 14 28%

Self employed 8 16%

Others 3 6%

TOTAL 50 100%

Fig. 4.7 TABLE 4

EMPLOYEE IN GOV-ERNMENT SSECTOR

EMPLOYEE IN PRIVATE SECTOR

SELF EMPLOYED OTHERS0

5

10

15

20

25

Fig. 4.8 GRAPH 4

INTERPRETATION-

The above analysis clearly indicates that 50% of the respondents of the government sector

own the MARUTI SUZUKI ALTO CAR in Bangalore city.

(1) Which is your favourite small car in MARUTI SUZUKI?

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Fig. 4.9 TABLE 5

ALTO

ZEN ESTILO

SWIFT

WAGON R

A-STAR

RITZ

0 5 10 15 20 25 30

Fig. 4.10 GRAPH 5

INTERPRETATION-

The above analysis clearly indicates that 50% of respondent’s favourite small car is MARUTI

SUZUKI ALTO.

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PARTICULARS NO. OF RESPONDENT PERCENTAGE OF

RESPONDENT

ALTO 25 50%

ZEN ESTILO 4 8%

SWIFT 14 28%

WAGON R 3 6%

A-STAR 2 4%

RITZ 2 4%

TOTAL 50 100%

(2) Which particular brand of MARUTI SUZUKI are you using currently?

PARTICULARS NO. OF RESPONDENTS PERCENTAGE OF

RESPONDENTS

ALTO 20 40%

ZEN ESTILO 4 8%

SWIFT 15 30%

WAGON R 6 12%

A-STAR 2 4%

RITZ 3 6%

TOTAL 50 100%

Fig. 4.11 TABLE 6

ALTO

ZEN ESTILO

SWIFT

WAGON R

A-STAR

RITZ

20

4

15

6

2

3

Fig. 4.12 GRAPH 6

INTERPRETATION-

The above analysis clearly indicates that 40% of respondents uses ALTO CAR of MARUTI

SUZUKI.

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(3) Why are you giving first preference to MARUTI SUZUKI ALTO while buying a

car?

PARTICULARS NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS

GOOD FACILITIES 5 10%

QUALITY SERVICE 9 18%

PRICE 20 40%

GOOD DSIGNS 4 8%

BETTER MILEAGE 12 24%

TOTAL 50 100%

Fig. 4.13 TABLE 7

10%

18%

40%

8%

24%

GOOD FACILITIES QUALITY SERVICE PRICE GOOD DESIGNS BETTER MILEAGE

Fig. 4.14 GRAPH 7

INTERPRETATION-

The above analysis clearly indicate that 40% of respondents gives first preference to

MARUTI SUZUKI ALTO while buying a car because of its affordable and reasonable price.

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(4) Which promotional media is influencing you to buy MARUTI SUZUKI ALTO?


RESPONDENTS

BROADCASTING 18 36%

PRODUCT DEMONSTRATION 6 12%

WORD OF MOUTH 20 40%

PUBLICATIONS 6 12%

TOTAL 50 100%

Fig. 4.15 TABLE 8

40%

13%

44%

3%

BROADCASTINGPRODUCT DEMONSTRATIONWORD OF MOUTHPUBLICATIONS

Fig. 4.16 GRAPH 8

INTERPRETATION-

The above analysis clearly indicates that 40% of respondents gets influenced to buy

MARUTI SUZUKI ALTO by the means of word of mouth as promotional media.

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(5) Which company is your second choice apart from buying MARUTI SUZUKI

ALTO?


FORD 6 12%

HYUNDAI 18 36%

TATA 4 8%

CHEVROLET 13 26%

VOLKSWAGON 6 12%

MAHINDRA 3 6%

TOTAL 50 100%

Fig. 4.17 TABLE 9

12%

36%

8%

26%

12%

6%

FORD HYUNDAI TATA CHEVROLET VOLKSWAGON MAHINDRA

Fig. 4.18 GRAPH 9

INTERPRETATION-

The above analysis clearly indicates that the HYUNDAI Company is the most popular

second choice apart from buying MARUTI SUZUKI ALTO, with 36% of respondents

agreeing to that.

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(6) Reason for your choice?


BRAND NAME 8 16%

FEATURES 6 12%

PRICE 20 40%

MILEAGE 16 32%

TOTAL 50 100%

Fig. 4.19 TABLE 10

BRAND NAME

FEATURESPRICE

MILEAGE

Fig. 4.20 GRAPH 10

INTERPRETATION-

The above analysis clearly indicates that 40% of respondents believes PRICE is the reason

for buying MARUTI SUZUKI ALTO CAR.

(7) What is your opinion about service of MARUTI SUZUKI ALTO comparing with

others?

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RESPONDENTS

EXCELLENT 10 20%

VERY GOOD 18 36%

GOOD 10 20%

AVERAGE 8 16%

POOR 4 8%

TOTAL 50 100%

Fig. 4.21 TABLE 11

EXCELLENT VERY GOOD GOOD AVERAGE POOR0

2

4

6

8

10

12

14

16

18

Series 1 Series 2 Series 3

Fig. 4.22 GRAPH 11

INTERPRETATION-

The above analysis clearly indicates that 36% of respondents believes service of MARUTI

SUZUKI is very good.

(8) If we upgrade MARUTI SUZUKI ALTO, will you opt for the same?

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PARTICULARS NO. OF RESPONDENT PERCENTAGE OF RESPONDENTS

YES 37 74%

NO 13 26%

TOTAL 50 100%

Fig. 4.23 TABLE 12

YES NO0

5

10

15

20

25

30

35

40

Fig. 4.24 GRAPH 12

INTERPRETATION-

The above analysis clearly indicates that 74% of respondents will buy MARUTI SUZUKI

ALTO CAR if the car is upgraded.

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(9) Are you satisfied about the price of MARUTI SUZUKI ALTO comparing with

other?


HIGHLY SATISFIED 20 40%

SATISFIED 17 34%

NEUTRAL 10 20%

DISSATISFIED 3 6%

TOTAL 50 100%

Fig. 4.25 TABLE 13

HIGHLY SATISFIED

SATISFIED

NEUTRAL

DISSATISFIED

0 5 10 15 20 25

Fig. 4.26 GRAPH 13

INTERPRETATION-

The above analysis clearly indicates that 40% of respondents are highly satisfied about the

price of MARUTI SUZUKI ALTO comparing with others.

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(10) Which is your favourite design of cars under MARUTI SUZUKI?


ALTO 20 40%

ZEN ESTILO 5 10%

SWIFT 15 30%

WAGONN R 5 10%

A-STAR 3 6%

RITZ 2 4%

TOTAL 50 100%

Fig. 4.27 TABLE 14

ALTO42%

ZEN ESTILO10%

SWIFT31%

WAGON R10%

A-STAR6%

Fig. 4.28 GRAPH 14

INTERPRETATION-

The above analysis clearly indicates that 40% of respondents agrees to ALTO as their

favourite design of cars under MARUTI SUZUKI.

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(11) Do you expect any changes in MARUTI SUZUKI ALTO?


YES 27 54%

NO 23 46%

TOAL 50 100%

Fig. 4.29 TABLE 15

YES

NO

21 22 23 24 25 26 27

Fig. 4.30 GRAPH 15

INTERPRETATION-

The above analysis clearly indicates that 54% of respondents expect changes in MARUTI

SUZUKI ALTO.

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(12) What kind of changes are you expecting in MARUTI SUZUKI ALTO?


INCREASED MILEAGE 10 20%

NEW FACILITIES 14 28%

REDUCTION IN PRICE 8 16%

INTRODUCTION OF DIESEL RUN 6 12%

CHANGES IN DESIGN 12 24%

TOTAL 50 100%

Fig. 4.31 TABLE 16

INCREASED MILEAGE

NEW FACILITIES REDUCTION IN PRICE

INTRODUCTION OF DIESEL RUN

CHANGES IN DESIGN

0

2

4

6

8

10

12

14

Fig. 4.32 GRAPH 16

INTERPRRETATION-

The above analysis clearly indicates that 28% of respondents expects new facilities as a

change in MARUTI SUZUKI ALTO.

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(13) Do you feel there will be demand for MARUTI SUZUKI ALTO if we add new

technologies to it?


YES 38 76%

NO 12 24%

TOTAL 50 100%

Fig. 4.33 TABLE 17

YES NO0

5

10

15

20

25

30

35

40

Fig. 4.34 GRAPH 17

INTERPRETATION-

The above analysis clearly indicates that 76% of respondents think there will be more

demand of MARUTI SUZUKI ALTO if some new technologies are added to it.

(14) What are the qualities they have to include while introducing this car?

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GOOD DESIGNS 16 32%

GOOD FACILITIES 13 26%

BETTER MILEAGE 9 18%

AFFORDABLE PRICE 12 24%

TOTAL 50 100%

Fig. 4.35 TABLE 18

32%

26%

18%

24%

GOOD DESIGNSGOODFACILITIESBETTER MILEAGEAFFORDABLE PRICE

Fig. 4.36 GRAPH 18

INTEERPRETATION-

The above analysis clearly indicates that 32% of respondents wants good design in modified

MARUTI SUZUKI ALTO.

(15) Rate the following features of MARUTI SUZUKI ALTO?

PARTICULARS NO. OF VERY GOOD AVERAGE POOR TOTAL

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RESPONDENTS GOOD

FACILITIES 50 6 14 21 9 50

DESIGN 50 7 12 18 13 50

SERVICE 50 21 16 13 NIL 50

MILEAGE 50 20 15 15 NIL 50

Fig. 4.37 TABLE 19

FACILITIES

DESIGN

SERVICE

MILEAGE

0 5 10 15 20 25

6

7

21

20

14

12

16

15

21

18

13

15

9

13

0

0

POOR AVERAGE GOOD VERY GOOD

Fig. 4.38 GRAPH 19

INTERPRETATION-

Out of 50 respondents 42% says average facilities, 36% says average design, 42% says very

good service and 40% says very good mileage about MARUTI SUZUKI ALTO respectively.

(16) If MARUTI SUZUKI is planning to launch modified ALTO, then which particular

range you prefer?

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100000-200000 6 12%

200000-300000 9 18%

300000-400000 27 54%

400000-500000 5 10%

500000-600000 3 6%

TOTAL 50 100%

Fig. 4.39 TABLE 20

100000-200000

200000-300000

300000-400000

400000-500000

500000-600000

Fig. 4.40 GRAPH 20

INTERPRETATION-

The above analysis clearly indicates that 54% of respondents prefer 300000-400000 price

range to buy modified MARUI SUZUKI ALTO.

(17) Do you feel introducing more models of MARUTI SUZUKI ALTO, will improve

the sale?

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YES 29 58%

NO 21 42%

TOTAL 50 100%

Fig. 41 TABLE 21

YES NO0

5

10

15

20

25

30

35

Fig. 4.42 GRAPH 21

INTERPRETATION-

The above analysis clearly indicates that 58% of respondents think introducing more models

of MARUTI SUZUKI ALTO will improve the sale.

(18) Which is your favourite colour in MARUTI SUZUKI ALTO?

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WHITE NIL NIL

BLACK 4 8%

RED NIL NIL

BLUE 17 34%

BRICK RED 11 22%

SILKY SILVER 12 24%

SUNLIGHT COPPER NIL NIL

AZURE GREY 3 6%

ECRU BEIGE 3 6%

TOTAL 50 100%

Fig. 4.43 TABLE 22

9%

36%

23%

26%

6%

WHITEBLACKREDBLUEBRICK REDSILKY SILVERSUNLIGHT COPPERAZURE GREYECRU BEIGE

Fig. 4.44 GRAPH 22

INTERPRETATION-

The above analysis clearly indicates that 34% of respondents admits blue as their favourite

colour in MARUTI SUZUKI ALTO.

CONCLUSIONS AND FINDINGS

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CONCLUSION-

The Indian automobile industry has got a history of fifty years. The last ten years has

revolutionized the CAR sector in India. Many multinational companies are knocking the

doors of the Indian market and they are waiting for an opportunity and money is not a

criterion to achieve the quality they desire. Customers are willing to pay that extra bit for

internationally branded cars. MARUTI SUZUKI can take the credit of introducing the trend

of people’s car.

Now the competition has risen up with the introduction of the other company cars, which is a

real match of this sort. Indian four wheeler industry is going to face much competition with

the arrival of the HYUNDAI, FORD, VOLKSWAGON and TATA which are introduced in

the market.

(a) Most of the customers were satisfied with the sales person’s attitude.

(b) Most of the customers were satisfied with the test ride process.

(c) Most of the customers complain were properly handled.

(d) Most of the customers have received the ambience of the show room as good.

FINDINGS-

This survey was conducted with 50 units of sample respondents from the Bangalore city only.

The analysis of the findings after analysing of the above data is summarized in the below

paragraphs.

Through this study it was found that reasons due to which the respondents bought the car was

different from each customer- to- customer. It was found that most of the users of the car

bought it from the showroom in order to avoid middleman between the customer and dealer.

It avoids the misleading from the middleman.

From the study it was also found that the brand image and word of mouth has given the

customers more information about the product. Most of the respondents are of this

suggestion. Secondly, most of information was given from newspapers and advertisement.

From the study it was clearly found that almost all respondents were satisfied with the quality

service and affordable price and few of them opinion was that the mileage of the car is

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moderate. The design given by the car is found to be poor from the study. Majorities of the

respondents are not happy with the design of the car. From the study it was found that only

8% of respondents think that the design of the car was good, 40% of respondents thinks that

the price of the car is reasonable and 24% of respondents think that the car gives better

mileage.

Majority of the respondents had rate the MARUTI SUZUKI ALTO car with average and few

of them opinion that it’s good. Majority of the respondents was satisfied with the

performance of the car and only few respondents were dissatisfied with it.

Most of the respondents were satisfied with free service provided by the dealers, and very

few respondents are dissatisfied with the dealers. Majority of the respondents was opinion

that the MARUTI SUZUKI ALTO car spare parts are moderately available in the market and

few of the respondent’s opinion that the spare parts are not available in the market.

Majority of the respondents has bought their cars through cash payment and few of the

respondents bought their cars through financial schemes.

RECOMMENDATIONS AND SUGGESTIONS

RECOMMENDATIONS-

(a) Every customer should be given a free test drive.

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(b) They should bring out the vehicles in some new alternative colours.

(c) Company should use press Ad and TV as important communication tool.

(d) The procedure of the finance scheme should be made simple so that the customers are

given least trouble during the buying process.

(e) The company should also advertise about its vehicle in local language so as to make it

popular among the rural customers.

(f) The company should see that the arrival of customers for repeat work should be reduced

by doing it right at first time.

SUGGESTIONS-

Sales service should be given properly by the dealer so that to make the customer

satisfy.

Reduce the cost of the spare parts so that to capture the entire market.

To improve the pickup and power so that to attract younger generation.

To improve the design of the car and improve the facilities.

Car should not lose its grip even in rain.

The powerful version of the car has to be introduce in the Indian market as there is a

long demand.

A new rally version of the car has to introduce to focus on the much more thrilling

section of the target market.

To improve the quick service provided by the dealers.

To maintain the affordable price of the car.

BIBLIOGRAPHY-

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1. MARKETING MANAGEMENT : PHILIP KOTLER (3rd EDITION)

2. RESEARCH METHODOLOGY : KOTHARI (2nd EDITION)

3. MAGAZINES : BUISNESS WORLD

4. WEBSITE : www. Marutisuzuki.com

www. Wikipedia.com

ANNEXURE-

ANNEXURE-

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This questionnaire is a part of the search project undertaken for

MARUTI SUZUKI

NAME-

AGE-(a) 20-30 (b) 30-40 (c) 40-50 (d) 50-60 (e) above 60

SEX-(a) MALE (b) FEMALE

INCOME-(a) 1000-10000 (b) 10000-20000 (c) 20000-30000 (d) 30000-40000 (e) above 40000

OCCUPATION- (a) employee in government sector (b) employee in private sector (c) self employed

(d) Others

(1) Which is your favourite small car in MARUTI SUZUKI?

(a) ALTO (b) ZEN ESTILO (c) SWIFT (d) WAGON R (e) A-STAR (f) RITZ

(2) Which particular brand of MARUTI SUZUKI are you using currently?


(3) Why are you giving first preference to MARUTI SUZUKI ALTO while buying a car?

(a) Good facilities (b) quality service (c) price (d) good designs (e) better mileage

(4) Which promotional media is influencing you to buy MARUTI SUZUKI ALTO?

(a) Broadcasting (b) product demonstration (c) word of mouth (d) publications

(5) Which company is your second choice apart from buying MRUTI SUZUKI ALTO?

(a) FORD (b) HYUNDAI (c) TATA (d) CHEVROLET (e) VOLKSWAGON (f) MAHINDRA

(6) Reason for your choice?

(a) Brand name (b) features (c) price (d) mileage

(7) What is your opinion about service of MARUTI SUZUKI ALTO comparing with others?

(a) Excellent (b) very good (c) good (d) average (e) poor

(8) If we upgrade MARUTI SUZUKI ALTO, will you opt for the same?

(a) YES (b) NO

(9) Are you satisfied about the price of MARUTI SUZUKI ALTO comparing with others?

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(a) Highly satisfied (b) satisfied (c) neutral (d) dissatisfied

(10) Which is your favourite design of cars under MARUTI SUZUKI?


(11) Do you expect any changes in MARUTI SUZUKI ALTO?

(a) YES (b) NO

(12) What kind of changes are you expecting in MARUTI SUZUKI ALTO?

(a) Increased mileage (b) new facilities (c) reduction in price (d) introduction of diesel run (e) changes

In design

(13) Do you feel there will be demand for MARUTI SUZUKI ALTO if we add new technologies to it?

(a) YES (b) NO

(14) What are the qualities they have to include while introducing this car?

(a) Good designs (b) good facilities (c) better mileage (d) affordable price

(15) Rate the following features of MARUTI SUZUKI ALTO?

Excellent very good Good average poor

Facilities

Design

Service

Mileage

(16) If MARUTI SUZUKI is planning to launch modified ALTO, then which particular price range you prefer?

(a) 100000-200000 (b) 200000-300000 (c) 300000-400000 (d) 400000-500000 (e) 500000-600000

(17) Do you feel introducing more models of MARUTI SUZUKI ALTO, will improve the sale?

(a) YES (b) NO

(18) Which is your favourite colour in MARUTI SUZUKI ALTO?

(a) WHITE (b) BLACK (c) RED (d) BLUE (e) BRICK RED (f) SILKY SILVER (g) SUNLIGHT COPPER (h) AZURE

GREY (i) ECRUE BEIGE

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A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO MARUI SUZUKI ALTO

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Transcript of A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO MARUI SUZUKI ALTO