Swaraj project on marketing

A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------ .

Introduction

Earlier in 1950’s, the India people was engaged in agriculture and for irrigation

mainly depend upon rains except a few isolated pockets being irrigated through canals

and tube wells. Very few people used chemicals and pesticides and even the major

agricultural operations life ploughing, planking, etc. were carried down by bullocks. As a

result, India could not produce enough to feed its people so heavy expenditure was

incurred on import of food grains. It results in scarce foreign exchange reserves of our

country. All this initiated Indian government to give highest priority to development of

agriculture in its five year plan programmed.

Cultivation, being the key operation in agriculture. A stress was laid on the

improvement in agricultural output through use of advanced technology. Extensive use of

effective and improved equipments was made by importing tractors. Our Government

encouraged manufacturing of tractors in India to save its foreign currency reserves. As a

result, a few plants were set up but Indian technology at that time was not in a position to

design and manufacture indigenous tractors. So the plants were mainly set up for

manufacturing tractors with the help of some foreign collaboration.

------------------------------------------------------------------------

G.H.N College of Commerce, Gangavathi1

A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------

OBJECTIVES OF THE STUDY

1) To study the various components of marketing management of SWARAJ

DIVISION.

2) The project aims at studying the customer retention in after sales service.

3) To provide good service and retain the customer.

4) To analyze the market performance of the SWARAJ DIVISION.

5) To suggest remedial measures for the improvement of the company’s performance

RESEARCH METHODOLOGY

The basic task of research is to generate accurate information for use in decision making.

Research can be defined as the systematic and objective process of gathering, recording

and analyzing data for aid in making business decisions.

As the project involves analyzing of customer satisfaction, the research is exploratory in

nature, covering all parameters and come of the important ratios to carry out research.

There are basically two techniques adopted for obtaining information:

Primary Data.

Secondary Data.

Primary Data is gathered specifically for the project at hand through personal

interviews with the farmers having tractors of swaraj.

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------ Secondary data is previously collected and assembled for some project other than

the one at hand. It is gathered and recorded by someone else prior to current needs of the

researcher. It is less expensive than the primary data.

Secondary data can be obtained from both external and internal sources.

External data may be collected from books and periodicals, government sources, media

and other commercial sources.

Internal data is that secondary data, which is created, recorded or generated by the

organization.

Secondary data is collected from the reports of the company, books, journals and internet.

Secondary data is gathered from annual reports, official records and standing orders of

the units.

RESEARCH PROCES

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Step1:Program Planning

Step 6:Consultation & review

Step 2: Start Survey

Step 3: Survey Development

Step 4: Data Analysis

Step 5: Reporting

ResearchMethodology


LIMITATIONS:

The study has been made for a particular period.

The study is conducted at taluk place, so it is not able get whole

information.

Getting accurate information from the customer is very difficult to their

inherent problems and busy schedule.

As the reports requires extensive depth knowledge with marketing

strategy, a brief part of study is made due to lack of complete

knowledge.

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SWARAJ MAZDA- AN INTRODUCTION:

Swaraj Mazda Limited is a joint venture of Punjab Tractors limited and Mazda

Motors Limited of Japan. The agreement between the two was signed on 5th October

1984. As has been pointed out that Swaraj Mazda is a collaboration entity between two

giants in their own rights, is committed to quality and performance and is progressively

showing profound concerns for the welfare & benefits of their customers, stock holders,

business partners and staff. After the first indigenous tractor, manufactured by PTL in

India, was successfully launched in 1974, it has been on its way to becoming a blue chip

company. Besides tractors, the company also manufactures Swaraj Combine Harvesters,

Agricultural Implements. Automotive Castings, Forklifts. Over the year, PTL has won

national and international acclaim and recognition for outstanding performance and

contribution in many diverse fields. MOREOVER PTL WAS RATED AS THE BEST

COMPANY OF THE YEAR 1989 BY FINANCIAL EXPRESS.

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Mazda Motors Corporation of Japan, established in 1920 is an enterprise of

international repute. Mazda started manufacturing trucks as back in 1931. Today, this

enterprise has the distinction of being the only company in the world producing

reciprocating petrol and diesel engines as well as the revolutionary rotary engines. Mazda

is ever seeking the new areas of product excellence and innovations. It adheres

audaciously to a 2000 checkpoints inspection before declaring any vehicle road worthy.

The use of robots, latest technology, and world-class production facilities enables Mazda

to produce vehicle of outstanding quality and performance. No wonder Mazda has won

Appreciation all over the world for quality products that are rolling out of its plants.

The factory Swaraj Mazda Limited is located at Village Asron district

Nawanshahar (Punjab) near the city of Ropar and at a distance of 45 km from the capital

city of Chandigarh. The plant has captivating site. It spreads over a quaint, sprawling 100

acres of land ringed by Shivalik Hills on three of its sides and river Satluj on the other.

The desolate slit hill has been leveled for construction. Work at the plant began at a great

tempo and the first vehicle rolled out of the production line in a record time of one year

of laying the foundation stone.

The LCV are manufactured in five attractive colours- Santos Red, Nile blue, Light

Beige, White and Golden Yellow. In addition to these, any other colours can be made on

demand. Swaraj Mazda vehicles are not only strong but also fuel-efficient.

Prominent among the load carriers Swaraj Mazda is also manufacturing:-

1. 4 wheel drives;

2. Extended wheel- base long- chassis Mini Buses which carry up to 44 passengers.

3. Deluxe Buses carrying to 40 passengers;

4. Ambulances

5. Mobile Reverse- Osmosis and Electro dialysis Units for the Central Salt and Mineral

Chemical Research Institute.

6. CNG Buses with Safety & Eco grades.

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------7. Integrated Garbage collection and disposal system for urban centers;

8. Hydraulically operated dumpers;

9. Mobile fair priced vans;

10. Sky Lift Vehicles

Swaraj Mazda gives due attention to the marketing part and the employees are highly

qualified and trained to fit the job. Swaraj Mazda has a vast

Network of 150 dealers spread throughout the country including A&N Islands. Zonal

offices have been opened in Chandigarh, Lucknow, Ahmedabad, Mumbai, and Chennai.

This helps substantially in sales promotion, Export promotion, especially for Hi-tech

products, is also being emphasized.

Discipline and its rigid enforcement without discrimination is an important Hallmark of

Swaraj Mazda. It is of great significance in evolving work culture. All the employees,

irrespective of their position and status have to punch their cards when they report for

duty. As a result, strict punctuality has become a way of life and work with them.

To ensure Industrial peace, i.e. absence of strikes and lockouts, Swaraj Mazda

believes in making a contended labour force with a very low rate of absenteeism and

turnover. Reasonably fair wages and various perks like subsides uniform and transport,

mess facilities go a long way in creating identification with the job. Earnestness,

Sincerity and Spirit of corporation pervades the entire atmosphere of the company. The

happy absence of Industrial dispute in the enterprise speaks volume for the success of the

firm and cultivation of work culture.

Work culture or work ethos is given very high precedence. It is fully recognized that the

objectives of the concern- higher and higher production, productivity and indigenization

can be attained through commitment into commonness of ‘GOAL’ in each and every

member of the Swaraj family. The entire planning is undertaken in such a way so as to

inculcate the spirit of dedication in each member, whether he is skilled or semi-skilled

worker or belongs to the managerial cadre. Many effective steps are taken to bring this

about. Important amongst them are:

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------1. Common canteen and mess for all. Same meals are served to all and in identical

utensils. Everybody has to stand in a queue to get his or her meals.

2. Common uniform is there for all the members irrespective of their status.

3. No separate cabins for the members of higher hierarchy. All the members of a

department or a section therefore sit and work in one hall with the Manger facing the

staff. Every employee carries his or her files, thus inculcating the spirit of dignity of

labour in the staff.

HISTORY OF SWARAJ MAZDA

History of the SWARAJ MAZDA LIMITED (Light Commercial Vehicle) dates

back to as in 1975 when the first efforts were initiated by the Punjab State Industrial

development Corporation Limited (PSIDC) to obtain a letter of intent from the

Government of India. The Govt. of India was interested in installing the unit and issuing

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------the license for an LCV in order to save the fuel consumption in the economy. Therefore

Govt. decided to installed indo-Jap LCV units in 3 states – Punjab, U.P. & M.P.

The contribution of PSIDC was twofold; firstly in obtaining the letter of intent in 1981

and subsequently for transferring the same in favour of the Company in 1983. These

moves reflected the thinking in the Punjab Govt. and the PSIDC, that Punjab Tractors

Limited (PTL) would implement this project taking full advantage of PTL’s position,

experience, expertise and resources both financial and managerial.

It was in this background that PTL entrusted with the responsibility for the LCV project,

went ahead promotion of Swaraj Vehicles Limited in July, 1983.

Punjab Tractors Limited and its brand name “Swaraj” were well known on the Indian

corporate and engineering horizon. They were proven symbols of Indian Engineering

fully competitive against collaboration based technology and foreign brand names. PTL’

track record during the period of its existence is often cited as an example of dedicated

and sustained corporate endeavour and organisation value system, financial performance

and systematic growth, team building perception and response to changing market needs

and resilience against difficulty

The project in its concept, aims at breaking new ground not only in terms of product and

production technology, but also in building a new culture and value system in the

organisation, which enables it to move forward with confidence into the era of

competitive markets. This guiding philosophy is dictating every facet of project

implementation both in physical facilities and the human side.

Swaraj Mazda Board Of Director

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Director Name Designation

S K Tuteja Chairman

Yash paul Mahajan Managing Director

Y Watanabe Whole-time Director

R P Sehgal Whole-time Director

E Seto Director

Harkirat Singh Director

T Hashimoto Director

H Yamaguchi Director

M Tabuchi Director

P K Nandy Director

A K Thakur Director

Pankaj Bajaj Director

Steven Enderby Director

Gopal BansalCompany Secretary

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REPORT OF THE DIRECTORS

The Directors present their Twenty Sixth Annual Report together with Audited Accounts

for the financial Year ended 31st March, 2012. PERFORMANCE REVIEW As

anticipated in last year’s Report, the fiscal year 2011-12 saw steady improvement in the

operations of the Company, particularly from October, 2011, in common with the

positive changes in the overall commercial vehicle industry in the country. Happily, the

improvement in the money supply situation was even better than expected giving a boost

to demand for commercial vehicles (CV). While CV sales in the first half at 2,38,000

were low, the second half saw accelerated demand and sales achieved were at a robust

level of 3,38,400. Consequently, total industry sales for the year at 5,76,000 (4,27,000)

were an all time high. The Company’s performance reflected that growth with sales rising

to 10,133 vehicles from 8,020 in 2012-11, giving operating revenue of Rs. 722.23 crores

(Rs. 546.95 crores). Demand for the Company’s ultra luxury buses saw only marginal

improvement from last year: market penetration has proven difficult even though new

products – two air-conditioned buses on Isuzu platform and one on Mazda chassis - were

well received. Having regard to the slack demand for new products, capital spending in

the year on the Expansion Project was restricted to bare minimum, at Rs. 2.87 crores.

The Directors continue to believe that these products will achieve the sale volumes

forecast in that Project.

A noteworthy feature of the Year’s performance was highly successful efforts on

collection of receivables, at Rs 878 crores, the highest in recent years, thereby achieving

the stringent targeted levels of dealer dues. Operating Profit at Rs 57.93 crores (Rs 28.06

crores) was gained from the increase in volume of sales, enhanced by a planned judicious

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PRICE QUALITY

SERVICE

MOTTO OFM & M SWARAJ DIVISION

A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------product-mix, timely restructuring of vehicle prices and close vigil on expenditure. It is in

the above background that the Directors report the following summary of results for the

year 2011-12.

PROMOTION OF SWARAJ

M&M LTD -Swaraj Division (SWARAJ DIVISION) was joint sector company of the

Punjab Government, which went into commercial promotion in the early seventies. It is

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------promoted by Punjab State Industrial Development Corporation (PSIDC) in 1974 which

was set up by Punjab Government for setting up new projects.

In 1965 when the entire industrial growth of India relied upon

foreign technology and know-how for setting up industrial ventures in India, the Central

Mechanical Engineering Research Institute (CMERI, Durgapur), a national Laboratory of

the Government of India, took the bold step of taking up the design and development of

totally Indian know how for 26.5 H.P. agricultural tractors.

EMERGING MARKETSSwaraj Domestic territorial market share for 2010-11 dealer networks at the year –

end emerges as:

DOMESTIC TERRITORIAL MARKET SHARE AND DEALER NETWORK (YEAREND)

Territory Swaraj

Market

Share

No. of

Dealers as on

31-03-08

North (Punjab, Haryana & Uttar Pradesh)

Central (Madhya Pradesh & Rajasthan)

East (Bihar, West Bengal, Orissa & Assam)

West (Gujarat & Maharashtra)

South (Andhra Pradesh, Tamil Nadu, Karnataka &

Kerala)

10.1%

4.9%

8.3%

11.7%

9.3%

203

114

68

88

93

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Total 9.1% 566

SEGMENTWISE

HP Range No. of

Models

%age of

Swaraj Sales

Swaraj Share

in Segment

Up to 30 HP

31 - 40 HP

Above 40 HP

5

1

3

17%

50%

33%

9%

12%

7%

“CORE BELIEFS”

1. WE HAVE A LONG – STANDING RELATIONSHIP WITH THE FARM &

FARMING COMMUNITY THE NATIONAL HERTAGE AS WELL AS THE

NATIONAL AGENDA, WHICH PROVIDES US WITH IMMENSE GROWTH

OPPORTUNITES.

2. OUR STRENGTH IS THE INVOLVEMENT OF OUR PEOPLE, TEAM SPIRIT,

AND THEIR INTEGRITY ABIDING LOYALITY & LIFE TIME COMMITMENT TO

THE SWARAJ ENTERPRISE.

3. WE SEEK COPRPORATE EXCELLENCE AND PROFITS THROUGH ETHICS

PASSION AND PERSERVERANCE.

4. WE CONSIDER OUTSELVES CUSTODIANS AND TRUSTERS OF ALL OUR

CONSTITUENCIES – OUR CUSTOMERS, EMPLOYEES, BUSINESS ASSOCIATES,

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------SHAREHOLERDRS AND SOCITY AND PURSUE THE RESPONSIBILITY ROR

CREATION OF WEALTH FOR THEM WITH MISSIONARY ZEAL.

MAHINDRA &MAHINDRA LIMITED

SWARAJ DIVISION

BOARD OF DIRECTORS P.D. NARANG (Chairman)

S.K. TUTEJA

DONALD PECK

STEVEN ENDERBY

N. MOHANRAJ

M. RAGHAVENDRA

HARDEEP SINGH

DALJIT MIRCHANDANI

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P. SIVARAM (Chief Operating Officer)

A.M. SAWHNEY (Director – Marketing)

MEMBERS OF THE EXECUTIVE BOARD P.L. SHARMA

R.K. MANRAO

P.K. NANDA

BACKGROUND

M&M LTD -Swaraj Division plant is situated at S.A.S. Nagar (Mohali) where production

commenced in the year 1974. Initially, PSIDC contributed 42% equity capital against the

total paid up capital of Rs.140.00 lacs. The facility was initially created to manufacture

5000 nos., tractors and the capital cost at that time was Rs.321 lacs.

The production capacity of tractors has increased to 60000 nos., from the level of 5000

nos. The company, over the years, has also promoted two companies, namely, Swaraj

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Mazda Limited (manufacture of Light Commercial Vehicles) & Swaraj Engines Ltd.

(manufacture of Diesel Engines in collaboration with Kirloskar Ltd and it has also

promoted Swaraj Automotives. The present stake of SWARAJ DIVISION in these is

14% in Swaraj Mazda, 33% in Swaraj Engines and 24% in Swaraj Automotives.

MISSION, VISION & OBJECTIVES

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OBJECTIVES OF SWARAJ1) QUALITY

a. Continually improves satisfaction level of our customers.

b. Continually improve performance & reliability of our

products & services

c. Provide to you delivery of products & services to meet

customers requirements.

d. To reduce the break down of equipment.

2) ENVIRONMENT, HEALTH AND SAFETY .

a. Control and reduce emission & discharge in the company

b. Optimum Utilization of natural resources

c. Control & Reduce accidents and provide Safety to the

employees working in the organization.

3) PEOPLE’S EXCELLENCE .

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a. Continually improve Education and Training to employees

and their overall development.

SWARAJ DIVISION: BRAND NAME ‘SWARAJ’

The word SWARAJ in Indian language means ‘freedom from bondage’. Since SWARAJ

DIVISION was the first large scale project in India based totally on Indian know how and

technology, Swaraj was appropriately chosen as its brand name. With more than 5 Lac

tractors and harvest combines operating in Indian farms, now Swaraj is also an

internationally recognized name in the developing world Viz. East Africa, West Africa,

Middle East and South East Asia, etc.

SWARAJ - STAGES OF GROWTH

PERIOD (1970-74)

This project for manufacture of 5000 tractors per year was set up at an outlay of

Rs. 3.70 crores during November 1972- March 1974. The engineers for Swaraj tractors

were procured from M/s Kirloskar Oil Engines Ltd., a pioneer in Indian Engineering

Industry. SWARAJ DIVISION went into commercial production with the introduction of

its first Model Swaraj 724 in April 1974.

PERIOD (1974-78)

In 1974 competitive market conditions prevailing where well known international

brands such as Ford, Massey, Ferguson, etc were available, it was difficult to establish a

new tractor. Thus to establish Swaraj against this severe competition, the following

strategy was adopted.

Intensive and close marketing.

District - wise distribution.

Limited introduction and slow extension of distribution network.

SWARAJ DIVISION’s own serving group.

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Strict uniformity of product performance and quality.

SWARAJ DIVISION’s first launch SWARAJ 724 received quite favorable response and

encouraged by this response and also by taking into account the preference of large

segments of farmers for higher HP tractor, development work on a 35 HP tractor was

started in January 1975. SWARAJ DIVISION introduced its second model SWARAJ 735

in November 1975 which is now the most popular tractor. Then a low cost tractor

SWARAJ 720 was introduced in 1978 for small farmers.

1. THE EXPANSIONS (1978-82)

SWARAJ DIVISION started growing and increased its production capacity to 12,000

tractors at a capital outlay of Rs. 9.2 crores. During this time SWARAJ DIVISION

became multi-divisional by installing Swaraj Foundry Division for manufacturing

castings. This division started supplying casting to SWARAJ DIVISION in 1980. In

1983, SWARAJ DIVISION introduced SWARAJ 855 and became the first

manufacturing organization to have the widest product range.

2. BREAK PERIOD (1982-86)

With encouraging past records PTL decided to increase its production to 24000 per

annum. But the RBI’s credit squeeze policy affected the tractor industry, as more than

95% of the tractor sales are through banks. SWARAJ DIVISION’s sale dipped from

10000 tractors to around 5500 tractors in 1982-83. During 1982-86, SWARAJ

DIVISION’s efforts were directed towards training its work force, reducing wastage,

cutting down scrap, inventory control, up gradation of quality, expanding dealer network

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------in new areas and widening product variants. Thus SWARAJ DIVISION worked on ‘man’

rather than ‘machines’

STAGE OF GROWTH SINCE 1987

There is goodwill create in the mind of the people regarding brand SWARAJ, market

since 1987 has been showing growth trend. The demand for Swaraj has increased

tremendously. Now consumers are ready to wait and pay the entire amount in advance to

buy a Swaraj tractor rather than buying any other tractor. Production capacity had

increased presently to 33000 tractors per year and will further increase to 36000 tractors

per year by 2000.

THE DECADE OF NINETIES

The decade of 90’s has been a rewarding one for all the constituents of Swaraj enterprise

- through generation of wealth for its customers, its business associates, its employees, its

shareholders and the society.

Nomination by the Economic Times - ‘best company of the year 1998’.

Listed by FII in ‘the jewels of Asia’ category 1999.

Nomination of UTI institute of Capital Markets for excellence in

corporate governance.

Listed by Hong Kong based ‘Asia Money’ among top 5 best managed

companies in India 1999.

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------ Listed by “Business Today’ among top 3 Economics value generators

in India.

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Evolving Journey of SWARAJ DIVISION

1965 Govt. of India's research institute (CMERI) at Durgapur initiates design and

development of SWARAJ tractor based on indigenous know-how.

1970 Punjab Govt. through PSIDC acquires SWARAJ tractor's design from

CMERI and establishes Punjab Tractors Ltd. (SWARAJ DIVISION) for its

commercialization.

1971

-73

SWARAJ DIVISION sets up SWARAJ Project for 5,000 tractors per annum

at a capital outlay of Rs. 37.0 million with an equity base of Rs 11.0 million.

1974 Swaraj 724 (26.5 HP) tractor commercially introduced.

1975 2nd tractor model SWARAJ 735(39 HP) developed by own R&D,

commercially introduced.

1978 3rd Tractor model SWARAJ 720 (19.5 HP) developed by own R&D,


Maiden equity divided declared.

1980 Guided by social concerns and responsibility, SWARAJ DIVISION takes

over PSIDC's sick scooters unit - Punjab Scooters Ltd. (subsequently

renamed as SWARAJ Automotives Ltd.)

India's first Self propelled Harvester Combine - SWARAJ 8100 developed by

own R&D, commercially introduced.

SWARAJ Foundry Division set up in Backward area.

1981 Issue of maiden Bonus Shares (2:5), paid-up equity moves to Rs 15.4 million.

1983 4th Tractor Model - SWARAJ 855 (55 HP) developed by own R&D,


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Expansion of annual capacity to 12,000 tractors per annum at Plant 1.

1984 SWARAJ MAZDA Ltd. promoted in technical and financial collaboration

with Mazda Motor Corpn. & Sumitomo Corpn. Japan for manufacture of

Light Commercial Vehicles. SWARAJ DIVISION's equity participation is

Rs. 30.4 million (29%) and that of Mazda and Sumitomo's Rs. 27.0 million

(26%).

1985 SWARAJ Industrial Forklift Trucks developed by own R&D, commercially

introduced.

1986 SWARAJ ENGINES Ltd. promoted in technical and financial collaboration

with Kirloskar Oil Engines Ltd.(KOEL) for manufacture of diesel engines.

SWARAJ DIVISION's equity participation is Rs. 6.9 million (33%) and that

of KOEL's Rs 3.6 million (17%).

1989 1st Right Issue (1:1) at a premium of Rs 50/- per share (plus reservation of

200 Shares per employee) paid up equity moves to Rs 31.6 million.

1990 2nd Right Issues (1:2) at a premium of Rs 60/- per share (plus reservation of

200 Shares per employee) paid-up equity moves to Rs 50.6 million.

1992 2nd issue of Bonus Shares (1:1) paid up capital moves to Rs. 101.2 million.

1993 Annual tractor capacity expanded to 24,000 per annum at Plant 1.

1995 Setup of tractor Plant II at Village Chappercheri with annual capacity of

12,000 per annum.

1996 3rd issue of Bonus Shares (1:1), paid up equity moves to Rs. 202.5 million.

1998 Commencement of expansion to 60,000 tractors (30,000 at each plant).

Capital outlay of Rs 1000 million, funded mainly through internal accruals.

1999 5th and 6th tractor models - SWARAJ 733 (34 HP) & SWARAJ 744 (48 HP)

developed by own R&D, commercially introduced.

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FY 1999's divided @ 250% was corporate India's highest.

2000 Expansion of annual tractor capacity to 60,000 completed.

4th issue of Bonus Shares (2:1) paid up equity moves to Rs 607.6 million.

2001 SWARAJ DIVISION won National Championship trophy in competition

organized by All India Management Association (AIMA) for young

managers.

Economic times and Boston Consulting Group selects SWARAJ DIVISION

as one of the India's finest 10 companies out of Economic times top 500

Companies.

2002 Cumulative tractor sales crosses 5, 00,000.

2003 PSIDC's disinvestment of its entire Equity holding (23.49%) in SWARAJ

DIVISION in favor of CDC Financial Services (Mauritius) Ltd. With this,

total holding of CDC & its associates in SWARAJ DIVISION stands at

28.48%.

2004 7th & 8th tractor models - Swaraj 939 (41 HP) & Swarj 834 (34 HP)

developed by own R&D, commercially introduced.

2005 SWARAJ DIVISION disinvested 15,73,000 equity shares of Rs. 10/- each of

Swaraj Mazda Ltd. (constituting approx. 15% of SML's paid up capital) in

favor of Sumitomo Corporation, Japan, a joint venture partner in Swaraj

Mazda Ltd. at a total consideration of Rs. 629.2 million

2007 CDC/Actis Group and Burman Family's disinvestment of their Equity

holding in SWARAJ DIVISION (43.3%) in favor of Mahindra Group

(M&M).

M&M made open offer to shareholders for another 20% equity of the

Company.

Mahindra Group's equity holding in the Company stands at 64.6%

------------------------------------------------------------------------



Cumulative Tractor Sales cross 600,000.

Swaraj Track Type Combine designed and developed by in-house R&D,

commercially launched

ASSOCIATE UNITS OF SWARAJ DIVISION

1. SWARAJ FOUNDARY DIVISION:

It was established in 1980 at a capital outlay of Rs. 1.80 crores to provide grey iron

castings to SWARAJ DIVISION. Initial production was 5000 MT/year. It is situated in

village Majari in Ropar district. In FY 2007-08, production of castings was 9,600 Metric

Tonnes, representing a value of nearly Rs. 50.5 crores.

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------2. SWARAJ COMBINE DIVISION:Punjab government requested SWARAJ DIVISION for the development and

manufacture of self propelled Harvester combines to curtail the harvesting season and

save the crops from natural calamities. As a result Swaraj Combine Division was set up

in 1980 at Chappercheri to produce 250 combines per annum at an initial investment of

Rs. 2.65 crores. In 1981, first SWARAJ 8100 rolled out. In 1985, production of diesel

fork lift also started in collaboration with KOMATSU Fork- Lift Company of Japan.

Over last 28 years, the company has sold nearly 3,150 combines including 65 in 2007-08.

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SWARAJ DIVISIONPLANT- 1PLANT – 2PLANT -3

A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------SWOT ANALYSIS

STRENGTHS:

The company has an excellent distribution network. Due to strong consumer preference

and the potential for expansion, the industry in bound to record growth. The company

mainly has medium horse power tractor in its product portfolio, which holds a good

growth potential thereby leading to an increase in the market share. Strong Research and

development set up. Being a cash rich company, SWARAJ DIVISION should have no

obstacle for further expansions.

WEAKNESSES

Being agro-based product, company’s fortune depends on the vagaries of the monsoon.

The company is addressing this problem by going in for capacity expansion and

increasing dealer network. The company has not leveraged its brand and product varies in

the exports market. Major market share in Punjab & Haryana could stagnate as the

market mature.

OPPORTUNITIES:

The Company will have the advantage to synergize with M & M, Farm Equipment Sector

in the areas of sourcing, manufacturing, product development and distribution. Increased

agri-focus of the Indian Government. Good brand name, product quality and cost

advantage to increase exports in low value markets of Sri Lanka, Bangladesh and African

countries.

THREATS:

The entry of international and new domestic players would intensify competition

significantly. This could put pressure on the sale growth and the merging of the company.

Number of technically superior new models likely to be launched in the market in the

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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------next two years. The evitable increase in petroleum prices including diesel & other inputs,

will naturally bring down the spirit of a prospective tractor purchasers.

INDUSTRY PROFILE

HISTORY: INDIAN TRACTOR INDUSTRY

THE BEGINNING: Indian Tractor Industry took birth in 1959-60 when the first

tractor manufacturing unit was established. However, this industry found a firm footing

only after the turbulent period of 1968-74, during which the acceleration which should

have emerged from the upsurge in demand generated by the Green Revolution was

navigated by large-scale imports of fully built tractors. By 1973-74 when imports were

banned, 22 manufacturers remained. It is in an environment of intense competition

between 22 manufacturers that our tractor industry has grown during the last 30 years.

During this period, it has become not only a major segment of our engineering industry

but with a population of 1, 30,000 tractors in 1990, our country became the second largest

tractor producer in the world.

The development of tractors industry from the very beginning i.e. 1959-60 Till date

can be divided into the following four phases:-

1. First phase of development (1959-68):

In late sixties demand for tractors was low. After 1967, demand of tractors started

multiplying at an annual rate of nearly 50% because government policies in respect of the

development of tractor industry to promote mechanization of agriculture encouraging

local manufacturer of tractors along with the import of tractors from Eastern Europe. At

the same time, government protected the interests of the farmers by making tractors

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------available to them at reasonable prices. Tractors manufacturing units came up in this

decade:

Escher Tractors Ltd. (1959)

Tractors and Farm Equipment Ltd. (1963)

Tractors and Builders Ltd. (1964)

International Tractors Ltd. (1965)

2. Second phase of development:

The government’s decision to freely invite new entrepreneurs to tractor manufacture in

1968 backed by Green Revolution, led to the establishment of six more units in this

industry. They were:

Escorts Tractors Ltd. (1971)

Hindustan Machine Tools Ltd. (1971)

Kirloskar Tractors Ltd. (1974)

Punjab Tractors Ltd. (1974)

Pittie tractors Ltd. (1974)

Harsha Tractors. Ltd. (1975)

The combined output of 11 units has risen to 32,000 by 1975.

Government de-licensed the tractor industry in 1968 and then banned import of fully built

tractors in 1974. There was expansion in rural branches of banks and rural lending

increased. The pace of irrigation facilities also increased and government extended full

support to old and new manufacturers to speedily establish them.

3. Third phase of development:

Banning of imports and increased competition due to increase in number of tractor

manufacturers led to the growth in local production. The boom in the tractor industry in

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------the late seventies led to the setting up of two more units for the manufacture of tractors.

These were:

Auto Tractors Ltd. (a U.P. Government enterprise) (1981)

Partap Steel Rolling Mills Ltd. (Tractor Division) (1983)

The tractor industry saw a rapid growth of 6% from 1982-87.

4. Fourth Phase of development:

After 1987 the tractor industry further picked up Government gave priority to agriculture

and exempt the excise duty on tractors below 1800cc in 1986 and repayment period was

increased from 7 to 9 years. After this, average growth of 15% was experienced for 1988-

92 which was due to green revolution. After six years (1987-92) of rapid growth, demand

for tractors showed a decline of 4% in 1992-93 and 3.8% in 1994-95. Sales dropped from

1.51 lacs in 1991-92 to 1.38 lacs in 1993-94. The decline was due to the following

factors:-

Land development bank, an important source of finance, collapsed. Depression in market

due to credit squeeze. Decrease in production of cash crops. Political uncertainty.

But after that tractor industry again started growing and tractor sales went to 1.64

lacs in 1995 and further in 1996-97.

THE PRESENT

------------------------------------------------------------------------



Sales peaked to 2.73 lacs in 1999-2000. In the year 2000-01 and 2001-02 the sales

decline to 2.53 and 2.18 lacs because of fall in the rural income virtually all over country

and due to rising competition. It reached 1.69 lacs in 2002-03. The industry saw an

upward trend volume touching 4 lacs in 2009-10 and to 4.46 lacs in 2010-11. During the

current FY 2009-10, around 4,50,000 tractors were sold in India and 100000 tractors

were exported.

The industry has now discovered channel-exports to ensure that the sales of tractors do

not drop. In fact, exports have now become a thrust area.

Five major manufacturers are in the race for tractor market today, account for 78% of the

total market share. They are offering products of different HP’s. They include below

20HP, 21-30HP, and 41-50HP and above.

CRITICAL PARAMENTERS FOR GROWTH OF TRACTOR INDUSTRY

* AGRICULTURE INDUSTRY

Nearly 90-95% tractors are purchased with the help of bank credit. It plays an important

role in determining the demand for tractors.

* PRICING OF TRACTORS .

The financial inability of the Indian farmers makes the pricing a critical parameter.

Companies that managed to keep their costs low are the ones that managed to survive

during the reversionary period.

* MONSOONS AND CROP PRICES.

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------The farmers have to pay 15% of the total price of the tractor, in cash, at the booking

stage; consequently, if the farmer is faced with bad monsoons and low crop prices, he

will not be able to make the initial down payments.

* GOVERNMET POLICIES

To enable a farmer to purchase a tractor against these odds, the government introduced

subsidies in this sector. In the budget of 2004 all the tractors were exempted from excise

duty.

* IMPORTS

The industry reduce its dependence on imports, they have indigenized their inputs,

which were earlier imported and priority is given to Research and Development. All

tractor manufacturing units, except the Swaraj Division, were initially set up with foreign

collaboration, tractor industry has been on its own for the last decade.

* WIDENING RANGE FOR CUSTOMER CHOICE

Competition in tractor industry led to increase in the variety of models for farmers to

choose from. Industry today offers more than 43 models, and special variants to suit

regional needs and special usage are often available in many models.

TRACTOR MARKET – A CYCLICAL TREND

Table below provides the industry picture for 2007-08, geographically & segment wise:

GEOGRAPHICALLY

Territory %age of Domestic Sales

North (Punjab, Haryana & Uttar Pradesh)

Central (Madhya Pradesh & Rajasthan)

29%

18%

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------East (Bihar, West Bengal, Orissa & Assam)

West (Gujarat & Maharashtra)

South (Andhra Pradesh, Tamil Nadu, Karnataka & Kerala)

9%

18%

26%

SEGMENT WISE

HP Range %age of Domestic Sales

Up to 30 HP

31 - 40 HP

Above 40 HP

18%

37%

45%

THEORITICAL BACKGROUND

INTRODUCTION

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has

become a key element of business strategy

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------There is a substantial body of empirical literature that establishes the

benefits of customer satisfaction for firms.

"Well, there goes another satisfied customer", I used to hear from the

manager of a radio rentals shop I used to work in during student vacations

some twenty five years ago, and we all would snigger. Clearly there was not

much commitment to customer satisfaction in that organization; but what

exactly is the purpose of satisfying the customer when such a commitment

does exist?

The answer to this question is provided by "The Customer Service Profit

Chain" modeled below. The theory behind this diagram encapsulates all you

will need to know about how customer satisfaction, and then customer

loyalty, are linked to the quality of customer service and ultimately to you

own firm's profitability.

In short - keeping the customers satisfied translates to benefits in your own

bottom line

Customer satisfaction refers to the extent to which customers are happy with

the products and services provided by a business. Customer satisfaction

levels can be measured using survey techniques and questionnaires.

Gaining high levels of customer satisfaction is very important to a business

because satisfied customers are most likely to be loyal and make repeat

orders and to use a wide range of services offered by a business

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------MEANINGCustomer satisfaction, a business term is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is

seen as a key performance indicator within business and is part of the four

perspectives of a The Department of The Customer Satisfaction is

Responsible to Deal with The complaints. This department monitors and

classifies the complaints, review, identify the schemes that are expected to

improve customer service and provide satisfactory response to customers.

Customer favor the delivery with right quality, right quantity at the right

time, at the right cost, at the right place in addition to safety transaction of

the organization. So fulfilling expected needs of the customer for their

satisfaction

Customer satisfaction refers to the extent to which customers are happy with

the products and services provided by a business. Customer satisfaction

levels can be measured using survey techniques and questionnaires.

DEFINITION---------------------------------------------------------

---------------G.H.N College of Commerce, Gangavathi

36


BUSINESS DEFINITION FOR: CUSTOMER SATISFACTION

The degree to which customer expectations of a product or service are

met or exceeded. Corporate and individual customers may have

widely differing reasons for purchasing a product or service and

therefore any measurement of satisfaction will need to be able to take

into account such differences. The quality of after-sales service can

also be a crucial factor in influencing any purchasing decision. More

and more companies are striving, not just for customer satisfaction,

but for customer delight, that extra bit of added value that may lead to

increased customer loyalty. Any extra added value, however, will

need to be carefully costed.

Other research and consulting firms have customer satisfaction

solutions as well. These include Customer Satisfaction Audit

process[6], which incorporates the Stages of Excellence framework

and which helps define a company’s status against eight critically

identified dimensions. A.T. Kearney's

Customer satisfaction is obtained is along three different types of needs,

namely:

Dissatisfies which are the needs that are expected in product or

service.

Satisfiers which are the needs that customers feel they desire.

Exciters/delighters which are the creative features that customers

had not expected at the point of time.

------------------------------------------------------------------------



CUSTOMER SATISFACTIONPSYCHOLOGICAL FACTOR

A person’s buying behavior is also influenced by the psychological factors

such as

1. Motivation: Motivation is an inner urge to act, to move, to achieve a

goal or an objective. It is the driving force which makes the person

act. A person buys products on account of certain mental and

economic forces which create desire for buying such products.

2. Perception: Perception shapes a person’s behavior. It is the process by

which individual selects, organizes and interprets information inputs

to create a meaningful picture of the world. A motivated person is

ready to act even if the way in which he has to act is influenced by his

perception. However persons at the same motivated stage may act in

their own distinct ways in case they perceive the situation differently.

3. Learning: Learning is the key aspect in the study of human behavior.

It refers to changes in behavior brought about by practice and

experience. A person learns when he acts. Almost everything he does

or thinks is learned. In short, buying decisions are critically influenced

by the learning experiences of buyers.

4. Attitude: An attitude is a state of mind or feeling. It refers to a

person’s emotional feeling, actions, and tendencies towards some idea

------------------------------------------------------------------------



or object. It is the result of experience that interacts with perception,

thinking, feeling, and reasoning. For instance, once a person has

developed a brand loyalty, it is hard to change his attitude and beliefs.

FEATURES OF CUSTOMER BEHAVIOUR It involves both the individual (psychological) and to group (social)

process.

It consists of communication purchasing and consumption behavior

It is reflected by post purchase evaluation which indicates either

satisfaction or non satisfaction

It is shaped by social environment.

FACTORS IN CUSTOMER DETERMINING SATISFACTION

1. Quality of supply

2. Product installation

3. Product performance ease of operation and control

4. After sales service

4. Reliability

5. Maintainability

6. Serviceability

VOICE OF THE CUSTOMER:

Several tools are available to listen to the customer are such as:

1. Comment cards

2. Questionnaires

3. Focus groups

4. Toll free telephone lines ---------------------------------------------------------


39


5. Visit to customers

6. Reports cards

7. The internet

8. Feedback from employee

9. Mass communication

10. Customer satisfaction index

CHARACTERISTICS AND EXPECTATIONS

CharacteristicsExpectations

Delivery Delivered on time in right place in undamaged

Condition.

Commissioning Appropriate instructions on setup or manual

techniques or supplied for complicated products.

Use Well drafting manuals or instructions for Proper use.

Field service Appropriately trained techniques to promptly attend

repairs and replacement.

Customer services customer service personnel to respond to

Question and for clarifications.

Warranty clearly written and ensuring prompt

services on claims

------------------------------------------------------------------------



.zxwdsc`e*-*-432

CUSTOMER PROFIT CHAIN

TOTAL CUSTOMER SATISFACTION

------------------------------------------------------------------------



Whether the buyer is satisfied after purchase depends on the offers

performance in relationship to buyer’s expectations and whether the buyer

interprets any deviations between the two. In general, satisfaction is person’s

feelings of pleasure or disappointment that result from comparing products

perceived performance to their expectations, the customer is satisfied. If the

performance exceeds expectations, the customer is highly satisfied or

delighted. Customer assessments of product performance depends on many

factors, especially the type of loyalty relationship, the customer has with

brand.

CHAPTER-IV

ANA LAYSIS AND INTERPRETATION

Q1) How do you know about the dealer ?

------------------------------------------------------------------------


source Frequency Percent Valid

Percent

Cumulative

Percent

Friends 30 75.0 75.0 75.0

Others 10 25.0 25.0 100.0

Total 40 100.0 100.0


INFERENCE

75% of respondents have told that they came to know only through friends, and the

remaining 25% have told that the awareness about the dealers was through other

source

Q2) Which type of tractor model you have?

MODE

L

Frequency Percent Valid

Percent

Cumulative

Percent

SWAR

AJ-

735FE

4 10.0 10.0 10.0

SWAR 36 90.0 90.0 100.0

------------------------------------------------------------------------



AJ-

835FE

Total 40 100.0 100.0

INFERENCE

From the above table it is clear that only 10% of the farmers use SWARAJ-735FE

and rest of the 90% use SWARAJ-835FE

Q3) Which types of tractor model you buy?

parameters Frequency Percent Valid

Percent

Cumulative

Percent

------------------------------------------------------------------------


Tractor model

SWARAJ-735FE

SWARAJ-835FE


Economy 28 70.0 70.0 70.0

Safety 9 22.5 22.5 92.5

Others 3 7.5 7.5 100.0

Total 40 100.0 100.0

INFERENCE

From the above table it is clearly identified 70% of the respondents have told that

they bought based on their economic conditions, whereas 22.5% have told the

reason as safety and the remaining 7.5% has given some other reason.

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Q4) How do you feel about the service in terms of charges?

parameter

s

Frequency Percent Valid

Percent

Cumulative

Percent

Very high 1 2.5 2.5 2.5

High 6 15.0 15.0 17.5

Moderate 33 82.5 82.5 100.0

Total 40 100.0 100.0

INFERENCE

From the above table only 2.5% of respondents felt that the charges are very high,

whereas 15% felt that the charges are high and the remaining 82.5% felt that the

charges are moderate and they were happy about the charges levied by the firm.

------------------------------------------------------------------------



Q5) what do you think about Quality of work?

parameters Frequenc

y

Percentage Valid

Percentage

Cumulative

Percentage

Excellent 1 2.5 2.5 2.5

Very Good 17 42.5 42.5 45.0

Good 14 35.0 35.0 80.0

Fair 8 20.0 20.0 100.0

Total 40 100.0 100.0

INFERENCE

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------From the above table it is clearly identified 2.5% of respondents have rated the

quality of work as excellent. Another 42.5% rated it as very good, then 35% of the

customers have told it as good and the remaining 20% rated it as fair.

Q6) what will you say about convenience with the dealer ?

paramete

rs

Frequenc

y

Percentage Valid

Percentage

Cumulative

Percentage

Very

Good

20 50.0 50.0 50.0

Good 12 30.0 30.0 80.0

Fair 8 20.0 20.0 100.0

Total 40 100.0 100.0

------------------------------------------------------------------------



INFERENCE

Almost 50% seems to be very convenient with the dealer, another 30% seems to be

convenient with the dealer and the remaining 20% seems to be some what.

Q7) what is the level of comfortness of service ?

parameters Frequenc

y

Percent

age

Valid

Percentage

Cumulative

Percentage

Excellent 1 2.5 2.5 2.5

Very Good 19 47.5 47.5 50.0

Good 13 32.5 32.5 82.5

Fair 7 17.5 17.5 100.0

------------------------------------------------------------------------



Total 40 100.0 100.0

INFERENCE

The comfortness in the level of service is measured and it is found that 47.5% felt

very good in comfort, then 32.5% felt good in comfort and the remaining 17.5% felt

fair in comfort.

Q8) After your service visit, did someone from the dealership contact

you by phone or by mail to see if you were satisfied with your overall

service experience?

------------------------------------------------------------------------



param

eters

Frequency Percentage Valid

Percentage

Cumulative

Percentage

Yes 35 87.5 87.5 87.5

No 5 12.5 12.5 100.0

Total 40 100.0 100.0

INFERENCE

From the above furnished table it is clearly indicated that Almost 87.5% told that

they will get a call about the satisfaction in service from the company, and 12.5%

told that they will not receive such type of call after service.

------------------------------------------------------------------------



Q9) In evaluating your most recent customer service experience, what

was the quality of service you received?

parameters Frequency Percen

tage

Valid

Percent

age

Cumulative

Percentage

Somewhat

unsatisfactory

5 12.5 12.5 12.5

About average 5 12.5 12.5 25.0

Very satisfactory 29 72.5 72.5 97.5

Superior 1 2.5 2.5 100.0

Total 40 100.0 100.0

INFERENCE

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------2.5% told that the company provides a superior customer service and almost 72.5%

were satisfied with the customer service in the company. Another 12.5% were found

to be somewhat unsatisfactory, and then other 12.5% told that they were average in

customer service only.

Q10) what do you think about completion of the service in the time

promised?

parameters Frequency Perce

ntage

Valid

Percentage

Cumulative

Percentage

Very Satisfied 32 80.0 80.0 80.0

Somewhat

Satisfied

6 15.0 15.0 95.0

Somewhat

Dissatisfied

2 5.0 5.0 100.0

Total 40 100.0 100.0

------------------------------------------------------------------------



INFERENCE

On time delivery of the service was the next factor considered to be very important

and in this regard, 80% of the customers feel very much satisfied with the timing of

the service, then 15% seems to be somewhat satisfied and only 5% seems to be

somewhat dissatisfied.

Q11) Do u think customer service representatives are very polite?

parameter

s

Frequency Percentag

e

Valid

Percentage

Cumulative

Percentage

Strongly

disagree

2 5.0 5.0 5.0

Somewhat

disagree

1 2.5 2.5 7.5

Somewhat

agree

30 75.0 75.0 82.5

Strongly 7 17.5 17.5 100.0

------------------------------------------------------------------------



agree

Total 40 100.0 100.0

INFERENCE

From the above table it is clear that 5% of respondents are strongly disagree about

politeness of the representatives, 2.5% of respondents are somewhat disagree about

representative’s politeness, 75% of respondents are somewhat agree and 17.5% of

respondents are strongly agree.

Q12) Which of the following qualities of the service representative stood

out? (As being superior)

parameters Frequenc

y

Percen

tage

Valid

Percentage

Cumulative

Percentage

Patient 2 5.0 5.0 5.0

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Enthusiastic 15 37.5 37.5 42.5

Listened

carefully

7 17.5 17.5 60.0

Friendly 16 40.0 40.0 100.0

Total 40 100.0 100.0

INFERENCE

From the above table it is clear that 5% of the employees seem to be very patient to

the customers, 37.5% seem to be enthusiastic, 17.5% seem to listen to the customers

very carefully and then attend to their problems and another 40% were found to be

friendly to the customers all the time.

Q13) What do you think customer service representative are

knowledgeable ?

------------------------------------------------------------------------



parameters Frequency Percenta

ge

Valid

Percentage

Cumulative

Percentage

Strongly

disagree

4 10.0 10.0 10.0

Somewhat

disagree

4 10.0 10.0 20.0

Neutral 1 2.5 2.5 22.5

Somewhat agree 19 47.5 47.5 70.0

Strongly agree 12 30.0 30.0 100.0

Total 40 100.0 100.0

INFERENCE

From the above table it is clear that 10% of respondents strongly disagree that

representatives are knowledgeable and the same percentage of respondents are

somewhat disagree that representatives are knowledgeable, 2.5% of respondents are

neutral, the respondents of 47.5% are somewhat agree with the knowledge of the

representatives and 30% of respondents are believe that representatives have good

knowledge.

------------------------------------------------------------------------



Q14) Are they able to solve the problems ?

paramete

rs

Frequen

cy

Percentag

e

Valid

Percentage

Cumulative

Percentage

Very

Good

20 50.0 50.0 50.0

Good 15 37.5 37.5 87.5

Fair 5 12.5 12.5 100.0

Total 40 100.0 100.0

INFERENCE

Almost 50% of the customers were of opinion that there was a very good problem

solving skill amongst the employees of the firm. 37.5% seems to be of the opinion

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------that the problem solving skill is good. 12.5% seems to be saying that the employees

have a fair problem solving skill.

Q15) what about the understanding ability of employees about customer

needs ?

Frequency Percentag

e

Valid

Percentage

Cumulative

Percentage

Very

Good

21 52.5 52.5 52.5

Good 15 37.5 37.5 90.0

Fair 4 10.0 10.0 100.0

Total 40 100.0 100.0

------------------------------------------------------------------------



INFERENCE

From the above table 52.5% of the customers were of opinion that the employees

very understanding in nature, 37.5% were of opinion that they were good in

understanding, and 10% of the customers were of opinion that the employees have a

fair level of understanding.

Q16) Would you recommend this dealer to a friend or relative as a place

to have their tractors serviced?

paramete

rs

Frequency Percentag

e

Valid

Percentage

Cumulative

Percentage

Definitely 31 77.5 77.5 77.5

Probably 4 10.0 10.0 87.5

Not sure 4 10.0 10.0 97.5

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Definitely

not

1 2.5 2.5 100.0

Total 40 100.0 100.0

INFERENCE

Almost 77.5% of the customers were ready to recommend definitely to friends or

relatives, 10% have told they may recommend, another 10% have told that they

may or may not recommend and only 2.5% of the customers seems not to

recommend the services to anybody.

Q17) If you need service again for your tractor, would you return to this

dealer ?

paramete

rs

Frequency Percentag

e

Valid

Percentage

Cumulative

Percentage

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Definitely 32 80.0 80.0 80.0

Probably 3 7.5 7.5 87.5

Not sure 4 10.0 10.0 97.5

Probably

not

Definite

not

1

0

2.5

0

2.5

0

100.0

100.0

Total 40 100.0 100.0

INFERENCE

From the above table almost 80% of the customers were willing to come back to the

dealer in future. 7.5% of them were not sure whether they would come back, other

10% have said they may or may not come back and 2.5% of the customers have said

that they will not come back at all.

CHAPTERFINDINGS, SUGGESTIONS AND CONCLUSION

------------------------------------------------------------------------



FINDINGS:The observations on the survey support the customer satisfaction of swaraj division

mohali, to a greatest extent of 95%. But still 5% of the customers were dissatisfied on the

following grounds such as

delay in delivering,

lack of knowledge for mechanics,

then the charges seems to be high

then there is a complaint as there were repetition of complaints

then some of them seems to be not satisfied with the employees

Just because the complaints were received from only few customers we can’t ignore this,

and hence the following recommendations were made to the company in improving the

level of customer satisfaction.

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------SUGGESTIONS:

To avoid problems on in-time delivery of vehicles, the company can make a call

after the vehicle is ready, thereby it is possible for the company to avoid

inconvenience posed on the customers. If not the company can increase the

number of mechanics in the service department.

In avoiding cost related dissatisfaction among the customers, the company can

give its customers some special schemes like “one free service” for every ten

services. When it is announced, probably the customers will try to avail that free

service, in turn there is a possibility to increase the customers also.

To avoid repetition of complaints the company can appoint one chief mechanic to

check the vehicle soon after the service is over and before each delivery it has to

be ensured that the chief mechanic checks it promptly.

To avoid dissatisfaction in customer service the company can assign the

customers to a particular employee permanently. Thereby employees will also try

to treat their customers well and the customers also feel free to the particular

employee.

------------------------------------------------------------------------



CONCLUSION:

This project dealt with study on customer satisfaction after sales service in Punjab

tractor ltd. Swaraj division. The project was done to know how retain the customer and

thereby improve loyalty.

This study gives the opinions and their suggestions about the swaraj Limited and this

project also gives the view upon the qualities and attitudes of the customers about the

employees of the organisation.

This study also gives the views and suggestions about retaining the potential customers to

the organization and keeps them loyalty to the organization.

------------------------------------------------------------------------



QUESTIONNAIRE

A STUDY ON CUSTOMER SATISFACTION AFTER SALES

SERVICE WITH

REFERENCES OF SWARAJ DIVISION

1. Name of the respondent:

2. Age :

3. Gender : Male/Female

4. How do you know about this dealer ?

a. Friends & relatives

b. Others

5. which tractor model you have ?

a. Swaraj-735FE

------------------------------------------------------------------------



b.Swaraj-835FE

6.which quality you have seen before buy the tractor ?

a.economy

b.safety

c.others

7. How do you feel about the service in terms of charges?

a. Very High

b. High

c. moderate

d. Low

8. On your most recent service visit, how would you rate the service

department on the following areas?

Excellent Very

Good

Good Fair Poor

Quality of work

performed

Convenience with the

------------------------------------------------------------------------



dealer

Level of comfortness of

service

9. After your service visit, did someone from the dealership contact you

by phone or by mail to see if you were satisfied with your overall service

experience?

a. Yes

b. No

10. In evaluating your most recent customer service experience, What

was the quality of service you received ?

a. Somewhat unsatisfactory

b. About average

c. Very satisfactory

d. Superior

11.What do you think about the completion of the service in the time

promised?

a. Very Satisfied

------------------------------------------------------------------------



b. Somewhat Satisfied

c. Somewhat Dissatisfied

d. Very Dissatisfied

12. Do you think customer service representatives are very polite ?

a. Strongly disagree

b. Somewhat disagree

c. Somewhat agree

d. Strongly agree

11. Which of the following qualities of the service representative

stood out ?(as being Superior)

a. Patient

b. Enthusiastic

c. Listened carefully

d. Friendly

12. What do you think that customer service representative are

knowledgeable ?

------------------------------------------------------------------------



a. strongly disagree

b. some what disagree

c. some what agree

d. some strongly agree

13. Are they able to solve the problems of the customers ?

a. Very good

b. Good

c. Fair

14.what about the understanding ability of the employees about

customer needs ?

a.Very good

b.good

c.fair

15. Would you recommend this dealer to a friend or relative as a

------------------------------------------------------------------------


A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------ place to have their Tractor serviced?

a. Definitely

b. Probably

c. Not sure

d. Definitely not

16. If you need service again for your tractor, would you return

to this dealer ?

a. Definitely

b. Probably

c. Not sure

d. Probably not

e. Definitely not

17. If you are not totally satisfied with the Customer Service

Representative, please state below the reason(s) for your

dissatisfaction

……………………………………………………………………

……………………………………………………………………

------------------------------------------------------------------------



18. What recommendations would you offer for improving customer

service?

……………………………………………………………………

……………………………………………………………………

Thank you for your feedback.

BIBLIOGRAPHY---------------------------------------------------------


72


# Books

GUPTA SHASHI K.GUPTA

SHARMA R.K., Marketing Management

# Journals Annual Reports of PUNJAB TRACTORS LTD.

# INTERNET WEB SITES

www.swarajenterprise.com

#Web Pages

http://www.swarajenterprise.com/

http://www.swarajenterprise.com/Swaraj Division_index.htm

http://www.swarajenterprise.com/Swaraj Divisionannualreport.asp

http://www.swarajenterprise.com/Swaraj Division_enterprise.htm

www. indiaautomotive.net

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http://www.indiaautomotive.net/

http://www.swarajenterprise.com/ptl_enterprise.htm

http://www.swarajenterprise.com/ptlannualreport.asp

http://www.swarajenterprise.com/ptl_index.htm

http://www.swarajenterprise.com/

Swaraj project on marketing

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