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  • 1. A STUDY ON “CUSTOMER SATISFACTION LEVELOF MARUTI FOUR WHEELER” (Conducted on behalf of Dhru Motors, Surat) [From 15th January 2004 to 15th March 2004] A Project Report submitted in partial fulfillment of the requirements For the awards of the degree of BACHELOR OF BUSINESS ADMINISTRATION TO SOUTH GUJARAT UNIVERSITY, SURAT Submitted By: SORATHIYA BHAVDIP R. T.Y.B.B.A (Sem – VI) Roll No. 45 Under the guidance of PROF.VASUDEV MODI Submitted To: THE CO – ORDINATOR PROF. V.B. SHAH INSTITUTE OF MANAGEMENT & R.V. PATEL COLLEGE OF COMMERCE AMROLI (SURAT) March 2004
  • 2. PROF. V.B. SHAH INSTITUTE OF MANAGEMENT & R.V. PATEL COLLEGE OF COMMERCE, AMROLI CERTIFICATE OF THE FACULTY GUIDE This is to certify that the Project Report entitled “CUSTOMER SATISFACTION LEVEL OF MARUTI FOUR WHEELER” (Conducted on behalf of Dhru Motors, Surat) submitted in partial fulfillment of the requirements for the awards of the degree of BACHELOR OF BUSINESS ADMINISTRATION to SOUTH GUJARAT UNIVERSITY, SURAT is a record of bonafide research work carried out by SORATHIYA BHAVDIP R. under my supervision and guidance. Signature Signature Prof. Vasudev Modi Prof.M.L Abale (Project Guide) Co-ordinator
  • 3. DECLARATION I Sorathiya Bhavdip R, here by declare that the project report entitled “Customer Satisfaction Level Of Maruti Four Wheeler” under the guidance of Prof. Vasudev Modi submitted in partial fulfillment of the requirements for the award of the degree of Bachelor of Business Administration to South Gujarat University, Surat is my original work – research study – carried out during 15th January, 2004 to 15th March, 2004 and not submitted for the award of any other degree/diploma/fellowship of other similar titles of prizes to any other institute/organization of university by any other person. Signature Place: - Surat Sorathiya Bhavdip R. Date: T.Y.B.B.A. (Sem-VI) Roll No: - 45 PROF. V.B. SHAH INSTITUTE OF MANAGEMENT & R.V. PATEL COLLEGE OF COMMERCE, AMROLI
  • 4. ACKNOWLEDGEMENT I would like to start by thanking Prof. V.B.Shah Institute Of Management &R.V.Patel College Of Commerce for providing me with an opportunity to undergo training at this firm. I would like to thank principal J.B.Shah in particular for making available all necessary facilities for the fulfillment of my research work The success of any task lies in effective input. But this cannot be obtained without the co-operation of others. I wish to acknowledge all the help of all those people who have spent their valuable time and given me their kind co- operation, there by enabling me to complete my survey and study to satisfactory levels. I would also like to express my heartfelt gratitude towards Mr.Jignesh Itwala (partner) of Dhru Motors for allowing me to work under his direct supervision. I am also greatful to Mr.Vasudev modi,my academic guide and lecture for his invaluable inputs and continuous guidance at every stage of my project. It is only due to his encouragement and practical suggestions that I could achieve my target. Finally I wish to thank all my friends staff members at Dhru motors, who directly or indirectly aided me in my project. Sorathiya Bhavdip R T.Y.B.B.A.(Roll no: -45)
  • 5. CHAPTER 1 INTRODUCTION ABOUT CAR 1.1 BIRTH OF THE CAR. 1.2 ADVEVNT OF THE CAR IN INDIA. 1.3 EVENT&MILESTONE OF THE CAR
  • 6. 1.1 BIRTH OF THE CAR : The birth of the car as we know it today occurred over a period of years. It was only in 1885 that the first real car rolled down on to the streets. The earlier attempts, though successful, were steam powered road-vehicles. The first self-propelled car was built by Nicolas Cugnot in 1769 which could attain speeds of upto 6 kms/hour. In 1771 he again designed another steam-driven engine which ran so fast that it rammed into a wall, recording the world’s first accident. In 1807 Francois Isaac de Rivaz designed the first internal combustion engine. This was subsequently used by him to develop the world’s first vehicle to run on such an engine, one that used a mixture of hydrogen and oxygen to generate energy. This spawned the birth of a number of designs based on the internal combustion engine in the early nineteenth century with little or no degree of commercial success. In 1860 thereafter, Jean Joseph Etienne Lenoir built the first successful two-stroke gas driven engine. In 1862 he again built an experimental vehicle driven by his gas-engine, which ran at a speed of 3 kms/hour. These cars became popular and by 1865 could be frequently espied on the roads. The next major leap forward occurred in 1885 when the four stroke engine was devised. Gottileb Damlier and Nicolas Otto worked together on the mission till they fell apart. Daimler created his own engines which he
  • 7. used both for cars and for the first four wheel horseless carriage. In the meanwhile, unknown to them, Karl Benz, was in the process of creating his own advanced tri-cycle which proved to be the first true car. This car first saw the light of the day in 1886. The season of experiments continued across the seas in the United States where Henry Ford began work on a horseless carriage in 1890. He went several steps forward and in 1896, completed his first car, the Quadricycle in 1896. This was an automobile powered by a two cylinder gasoline engine. The Ford Motor Company was launched in 1903 and in 1908 he catapulted his vehicle, Model T Ford to the pinnacle of fame. Continuing with his innovations, he produced this model on a moving assembly line, thus introducing the modern mass production techniques of the automobile industry. The modern car, therefore comes from a long list of venerated ancestors, and its lineage will, hopefully 1.2 ADVENT OF CARS IN INDIA : From the singsong rhythm of the bullock cart to the jet-age, India has traveled a long way. An average Indian’s dream car may not be the design- savvy Honda or the stately limousine, but he sure can dream, and afford, the Maruti now. It was in 1898 that the first motorcar rode down India’s roads. From then till the First World War, about 4,000 cars were
  • 8. directly imported to India from foreign manufacturers. The growing demand for these cars established the inherent requirements of the Indian market that these merchants were quick to pounce upon. The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier Autobackmobile (PAL) was established to manufacture automobiles in India. However, it was PAL who produced the first car in India in 1946, as HM concentrated on auto components and could produce their first car only in 1949. It was left to another company, Mahindra and Mahindra (M&M) to manufacture sturdier utility vehicles, namely the American Jeep. In the 50s, the Government of India granted approval to only 7 car dealers to operate in India - HM, API, ALL, SMPIL, PAL, M&M and Telco. he protectionist policies continued to remain in place. The 60s witnessed the establishment of the two-three wheeler industry in India and in the 70s, things remained much the same. Since the 80s, the Indian car Industry has seen a major resurgence with the opening up of Indian shores to foreign manufacturers and collaborators. The 90s have become the melting point for the car industry in India. The consumer is king. He is being constantly wooed by both the Indian and foreign manufacturers. Though sales had taken a dip in the first few months of 1999, it is back to boom time. New models like Maruti’s Classic, Alto,
  • 9. Station Wagon, Ford’s Ikon, the new look Mitsubishi Lancer are all being launched with an eye on the emerging market. In these last years of the millennium, suffice it is to say that Indian cars will only grow from strength to strength. 1.3 Events and Milestones : A behind- the- scenes look into the making of one of India's most vibrant industries. The landmarks along the way... 1928- The first imported car was seen on Indian roads 1942- Hindustan Motors incorporated 1944- Premier automobiles started 1948- First car manufactured in India 1953- The Government of India decreed that only those firms which have a manufacturing program should be allowed to operate 1955- Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M and TELCO received approval. 1960 - 1970 - The two, three wheeler industry established a foothold in the Indian scenario. 1970 - 1980 - Not much change was witnessed during this period. The major factors affecting the industry were the implementation of the MRTP
  • 10. Act( Monopolies and Trade Restrictive Practices Act), FERA (Foreign Exchange Regulation Act) and the Oil Shock of 1973 and 1979. 1980 - 1990 - The first phase of liberalization was announced by the Govt. -With the liberalization of the Government's protectionist policies, the advantages hitherto enjoyed by the Indian car manufacturers like monopoly, oligopoly, slowly began to disappear. This period is also marked by the entry of a large number of firms in the market. 4 Japanese manufacturers entered the Commercial Vehicle and Two- Wheeler market. The Government agreed to the demand for allowing foreign collaboration in the automobile sector The industry witnessed a resurgence due to major policy changes like relaxation in MRTP and FERA, delicensing of some ancillary products, broad banding of the products and modification in the licensing policy. Also, the concessions it gave to the private sector and the new foreign collaboration policy, all resulted in higher growth and better performance of the industry than in the earlier decades. The Government of India tied up with Suzuki Inc. of Japan which produced India's most successful car- the Maruti. 1991 - Under the Govt.'s new National Industrial Policy, the license raj was dispensed with, and the automobile industries were allowed to expand freely.
  • 11. 1993 - With the winds of liberalization sweeping the Indian car market, many multinationals like Daewoo, Peugeot, general Motors, Mercedes-Benz and Fiat came into the Indian car market. 1997 - The National Highway Policy was announced which will hopefully have a positive impact on the automobile industry. The Government also laid down the emission standards to be met by car manufacturers in India in the coming millennium. There were two successively stringent emission levels to be met by April 2000 and April 2005, respectively. These norms were benchmarked on the basis of those already adopted in Europe, hence the names Euro I (equivalent to India 2000) and the Indian equivalent of Euro II. 1999 - The Hon’ble Supreme Court passed an order directing all car manufacturers to comply with Euro I emission norms (India 2000 norms) by the 1st of May, 1999 in National Capital Region(NCR) of Delhi. The deadline was later extended to 1st June, 1999.
  • 12. CHAPTER 2 INTRODUCTION OF AUTOMOBILE INDUSTRIES 2.1 HISTORY OF THE AUTOMOBILE INDUSTRY 2.2 MAJOR PLAYER IN AUTOMOBILE INDUSTRY 2.3 ASSOCIATION
  • 13. 2.1 HISTORY OF THE AUTOMOBILE INDUSTRY : The Indian automobile component industry has finally begun to emerge on its own. It has begun to take major steps towards making world class Quality Systems by imbibing the ISO 9000/QS 9000 Quality Systems. Exports have been to the tune of 10% of output in the last decade. Exports grew from US$296 in 1995-96 to US$311 in 1996-97. The principal export items included tractor parts, motorcycle parts, piston rings, fuel injection parts, radiators, headlamps, auto bulbs etc. However, this section has been long neglected and does not get the due it deserves. We end these lacunae by putting up a whole segment on this important industry. read on about details on the major auto parts, their dealers, the places they are manufactured...
  • 14. 2.2 MAJOR PLAYERS IN AUTOMOBILE INDUSTRY : Bajaj Auto Daewoo Motors Eicher Motors Ford General Motors Hero Honda Hero Motors Hindustan Motors Hyundai Ind Auto Ltd. Kinetic Engineering LML Mahindra Maruti Udyog Ltd. Royal Enfield Telco TVS Suzuki Swaraj Mazda Ltd. Volvo DC Designs These are the companies that bring to us our dream machines. This is where it all starts from; the bourgeoisie Maruti 800, the upmarket Astra, the stately Mercedes, the 'Indian' Indica, the racy Hero Honda, the Tata truck and the rest. Wend your way through the automobile companies, their history and product lines. Find out hitherto unknown facts about the vehicles you use. Did you know that the Hindustan Motors was the first vehicle manufacturing company to be set up in India? And it is the same Hindustan Motors which manufactures both the sturdy Ambassador and the elegant Lancer, in association with Mitsubishi of course.
  • 15. We present information on all the manufacturers that are part of the Indian automobile industry. Make this your one stop auto info bank. 2.3 ASSOCIATIONS : • Society of Indian Automobile Manufacturers (SIAM) • The Society of Indian Automobile Manufacturers (SIAM) is the apex national association representing the Auto Industry... • The Automotive Component Manufacturers Association of India(ACMA) • The Automotive Component Manufacturers Association of India (ACMA), with a membership of over 365 companies, has been the Indian auto component industry's spokesman for the last 38 years. • The Western India Automobile Association (WIAA) • The Western India Automobile Association (WIAA) was founded on October 15th 1919 and today is the largest and the oldest motoring body with over forty-eight thousand members and a network of 7 branches in 4 states of Western India. • Federation of Automobile Dealers Associations (FADA) • This is the first Indian Association formed by the dealer community in January 1964 and signified the urge of India's automobile dealer community to have their own identity and a national organization of their own. • Association of International Automobile Manufacturers, Inc (AIAM)
  • 16. • Members of the Association of International Automobile Manufacturers, Inc. (AIAM) distribute world-class passenger cars, multipurpose passenger vehicles, and light trucks in the United States.
  • 17. CHAPTER 3 INTRODUCTION OF MARUTI SUZUKI COMPANY 3.1 HISTORY OF MARUTI SUZUKI COMPANY 3.2 TRANSFER OF TECHNOLOGY OF THE MARUTI SUZUKI COMPANY 3.3 ETHOS OF THE MARUTI SUZUKI COMPANY 3.4 VISION OF THE MARUTI SUZUKI COMPANY 3.5 REGISTERED AND CORPORATE OFFICE
  • 18. 3.1 HISTORY OF MARUTI SUZUKI COMPANY : Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, to meet the growing demand of a personal mode of transport caused by the lack of an efficient public transport system. Suzuki Motor Company was chosen from seven prospective partners worldwide. This was due not only to their undisputed leadership in small cars but also to their commitment to actively bring to MUL contemporary technology and Japanese management practices (which had catapulted Japan over USA to the status of the top auto manufacturing country in the world). A license and a Joint Venture agreement were signed between Govt of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct1982. The objectives of MUL then were: • Modernization of the Indian Automobile Industry. • Production of fuel-efficient vehicles to conserve scarce resources. • Production of large number of motor vehicles which was necessary for economic growth • Maruti created history by going into production in a record 13 months. • On 14 December 1983, the then Prime Minister of India, Mrs Indira Gandhi, released the first vehicle for sale by handing over the keys of a Maruti 800 to Mr.Harpal Singh of Delhi. • Volume targets were routinely exceeded, and in March 1994, we became the first Indian company to produce over one million vehicles,
  • 19. a landmark yet to be achieved by any other car company in India. Maruti is the highest volume car manufacturer in Asia, outside Japan and Korea, having produced over 4 million vehicles by April 2003. Maruti (subsidiary of Suzuki), has made profits every year since inception except 2000-01. In 2001-02, we made a profit (before tax) of Rs 1183 million. In 2002-03, the profit (before tax) rose to Rs 2821 million, recording a growth of 138.4%over the previous year. Maruti revolutionized the way Indians looked at cars. "No other car company so completely dominates its home market" - (The Economist). MUL is the first and only car company in the world to lead its home market in terms of both market share and in the JD Power Customer Satisfaction study (JD Power Asia Pacific 2000 India Customer Satisfaction studies). It is also the only car company in the world to be Top ranked four times in a row (2000, 2001, 2002 & 2003). Maruti-Suzuki Autocross 2004 In it's 5th year, Maruti-Suzuki Autocross 2004 was organized at Noida from 6th - 8th Feb, 2004. 135 rally enthusiasts participated in the event including 3 women drivers. The Maruti Suzuki Autocross 2004 may have thrown up its usual share of winners, but none of the 135 participants lost out on the sheer excitement. The 1.5 km twin dust tracks comprised of a bridge as a unique feature. With two cars racing simultaneously, it was sheer excitement to watch one car going over the bridge & the other under it. The track was designed in
  • 20. such a way that while racing, cars change tracks automatically & in the next lap the car which had gone over the bridge goes under it & vice versa. The race was based on best timing in the qualifying & pre-quarterfinals & elimination procedure in quarterfinals, semi-finals &finals. Six of the Maruti's models were in the fray -- Baleno, Esteem, Gypsy, Alto, Zen and Maruti 800. Maruti Zen witnessed max. no. of entries followed by Esteem & Baleno. Professionals included 6 times National champion & Formula 3 winner N. Leelakrishnan from Coimbatore, 2003 National Champion Vikram Mathias from Ooty, Sunny Sidhu - defending champion Maruti Suzuki Autocross 2003 & winner Maruti-Suzuki Raid-de-Himalaya 2003; Sandeep Sharma, winner Maruti Suzuki Autocross 2002, Anil Wadia, winner Rally Desertstorm 2003 proved to be the scene stealers in the contest. Equally noteworthy is the fact that all models from the Maruti stable negotiated the bends and the hurdles without much ado. Another first this year was the 'Race of Champions' where winners of each category raced on similar stock cars (without any modification). Maruti-Suzuki Autocross is a close circuit racing on an artificially created track full of dips, bumps & hairpin bends to test the driving skills of participants. It also provides a platform for new players to emerge in Motorsports arena.
  • 21. 3.2 TRANSFER OF TECHNOLOGY OF THE MARUTI SUZUKI COMPANY : Every minute two vehicles roll out of the Maruti Plant. It is therefore imperative that the transfer of contemporary technology from our partner Suzuki is a smooth process. Great stress is laid on training and motivating the people who man and maintain the equipment, since the best equipment alone cannot guarantee high quality and productivity. From the beginning it was a conscious decision to send people to Suzuki Motor Corporation for on-the-job training for line technicians, supervisors and engineers. This helps them to imbibe the culture in a way that merely transferring technology through documents can never replicate. At present 20% of our workforce have been trained under this programme 3.3 ETHOS OF THE MARUTI SUZUKI COMPANY : Our employees are our greatest strength and asset. It is this underlying philosophy that has moulded our workforce into a team with common goals and objectives. Our Employee-Management relationship is therefore characterised by:  Participative Management.  Team work & Kaizen.  Communication and information sharing.
  • 22.  Open office culture for easy accessibility To implement this philosophy, we have taken several measures like a flat organisational structure. There are only three levels of responsibilities ranging from the Board Of Directors, Division Heads to Department Heads. Other visible features of this philosophy are an open office, common uniforms (at all levels), and a common canteen for all. This structure ensures better communication and speedy decision making processes. It also creates an environment that builds trust, transparency and a sense of belonging amongst employees 3.4 VISION OF THE MARUTI SUZUKI COMPANY The Leader in The Indian AutomobileIndustry, Creating Customer Delightand Shareholder's Wealth; A pride of India. Our Core values:  Customer Obsession  Fast, Flexible and First Mover  Innovation and Creativity  Networking and Partnership  Openness and Learning
  • 23. 3.5 Registered and Corporate office 11th Floor, Jeevan Prakash, 25, Kasturba Gandhi Marg, New Delhi - 110001, India 91-11-23316831 (10 lines) Fax: 91-11-23318754, 91-11-23713575Telex: 031-65029 MUL IN Works Palam Gurgaon Road, Gurgaon -122015, Haryana, India 91-124-2340341-5, 91-124-2341341-5, Voice Mail  91-124-2346721 Engineering  91-124-2399004, 91-124-2340367 Fax: 91- 124-2341304 (ENGG), 91-124-2341404 (SUPPLY CHAIN), 91- 124-2342617 (PRODN), 91-124-2341411 (P&P), 91-124-2340078 (S&D), 91-124-2341408 (SPARES), 91-124-2341402 (PROJECTS),91-124- 2340338 (FINANCE) Maruti Customer Information Center 1600 11 1515 (Toll Free) -- accessible to MTNL and BSNL subscribers only (0)98118-01515 -- accessible to mobile phone users and subscribers of Touchtel, WLL, Tata etc. Please note that the calls to this mobile number will not be Toll-Free Service presently available in Delhi, Gurgaon, Mumbai, Chennai, Bangalore and Hyderabad Regional offices
  • 24. East For the States: Eastern Madhya Pradesh, Orissa, West Bengal, Bihar, Andaman & Nicobar L & T CHAMBERS 4th FLOOR,16,CAMAC STREETKOLKATA-700 016 91-33- 22835252/53/54/60/62/63 Fax: 91-33-22835261 Telex: 021-8045 North East For the States: All North East States403, Orian Towers,Christian Basti, G.S. Road, Guwahati (Assam) 91-0361-2344140, 2340850, 2340605 (all telefax) North 1 For the States: Delhi, Rajasthan, Uttar Pradesh (NCR) and parts of Western UP, parts of Haryana New Delhi:6th Floor, Hansalaya Building, 15 Barakhamba Road, New Delhi - 110001 91-11-23325329/5625/5342/5369, 23736612 Fax: 91-11-23325375 Telex: 031-65528 North 2 For the States: Haryana, Chandigarh, H.P., J&K, Punjab, Chandigarh Sector 8-C, SCO 39-40 Madhya MargChandigarh - 160018 91-172-780057,781352 Fax: 91-172-548234Telex: 0395-545 Central For the States: Central and Eastern Uttar Pradesh, North and West Madhya Pradesh
  • 25. Ground Floor, Block B-1, Pickup Building, Vibhuti Khand, Gomtinagar Lucknow - 226 010. 91-0522-2720931/32/33/34 (all telefax) South 1 For the States: Tamil Nadu, Kerala and Pondicherry 7th Floor, Capital Towers,180, Kodambakkam High Road, Nungambakam,Chennai - 600034 91-44-28233050-53, Fax: 91-44-8112059 South 2 For the States: Andhra Pradesh, Karnataka 204, 2nd Floor, "Embassy Classic" Vittal Mallya Road Bangalore - 560 001 91-80- 2127384, 2127385, 51120017, 51120018 & 51120018 Fax: 91-80-2996647 Area Office: Andhra Pradesh 603/2 , 6th FloorWhite House (Block -1)6-3-1192/1/1, Kundan BaghBegumpet, Hyderabad - 500 016 91-40- 55250102, 55250203 West-1 For the States: Maharashtra, Goa, Daman & Diu 602, Madhava Building, Bandra-Kurla Complex,Bandra(E), Mumbai - 400051 91-22-Tel: 91-22-26590165/0286/0290/0291 Fax: 91-22- 26590285Telex: 011-73522
  • 26. West 2 For the State: Gujarat 505, Satkar Complex, Behind Swagat Building, Off C G Road, Navrangpura, Ahmedabad - 380 009.  91-79-26408416, 91-79-26408472,91-79- 26408478 Fax: 91-79-26408471
  • 27. CHAPTER 4 THEORETICAL BACKGROUND 4.1 CUSTOMER SATISFACTION THEORY
  • 28. 4.1 CUSTOMER SATISFACTION THEORY : Whether the buyer is satisfied after purchase depends on the offer’s performance in relation to the buyer’s expectations. Satisfaction is a person’s fallings of pleasure or disappointment resulting from comparing a product’s perceived performance 9or outcome) in relation to his or her expectations. As this definition makes clear, satisfaction is a function of perceived performance and expectation. If the performance falls short of expectations, the customers, the customer is dissatisfied. If the performance matches the expectations, the customers are satisfied. If the performance exceeds expectations, the customers are highly satisfied or delighted. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional bond with the brand, not just a rational performance. The result is high customer loyalty. Xerox’s senior management believes that a very satisfied or delighted customer is worth 10 times as much to the company as a satisfied customer. A very customer is likely to stay with Xerox many more years and buy more than a satisfied customer will. There are five major factors, which affected satisfaction of the car namely: -
  • 29. 1. Problems Experienced: Contributing to 35% of the CSI score, this factor measures the quality of the car in terms of the number of repair problems that cropped up and how often it was returned for re-service. 2. Service Advisor: Which related to ability of the services advisor to ability of the service advisor to understand the problem and his promptness in attending to the customer, contributing to 28% of the CSI Score. 3. Service Performance: Measures the quality of the service performed as well as the dealer’s ability to fix a problem on the first visit. It has a weightage of 26% in the CSI score and also considers how easily spare parts are available when required. 4. Service Timing: Affecting the score by just 6%, this time taken for a service or repair job was responsible and if the vehicle was ready at the time promised. 5. Facility Appearance: - Deals with the appearance of the customer lounge at the dealership and the look and cleanliness of the service area. This factors has the least impact CSI score at Just 5%
  • 30. CHAPTER 5 INTRODUCTION OF THE PROBLEM 5.1 PROBLEM INDENTIFICATION 5.2 OBJECTIVE OF THE STUDY 5.3 SCOPE OF THE STUDY 5.4 LIMITATION OF THE STUDY
  • 31. 5.1 PROBLEM IDENTIFICATION. I have conducted the research study at Dhru Motors. It is authorized dealer of Maruti Suzuki Company, Now, Dhru Motors wants to know the customer satisfaction level of the Maruti’s four-wheeler with respect of the customer performance and expectation and to know the improvement under taken by close competition of Maruti’s four wheeler PROBLEM DEFINATION To measure the satisfaction level of Maruti’s four-wheeler after sales, service provided by dhru motors with special concentration in Surat city within two-month special research study.
  • 32. 5.2 OBJECTIVE OF THE STUDY :  To find out customer performance and expectation.  To know customer bahavior, habit.attudes toward Maruti’s four wheeler  To understand the position of the competitors  To determine customer satisfaction level of Maruti’s four wheeler  To know the reason why customer buy Maruti’s four wheeler  To know the purchasing criteria of customers
  • 33. 5.3 SCOPE OF THE STUDY.: In today, we have to make each and every step with full care because competition hit the market at anytime. So for future growth and surviving in competition. this study is useful to know satisfaction level if the customer of Maruti’s four wheeler and its competitors. The customer of Maruti’s four wheeler can also know the satisfaction level and its competitors.  Customer satisfaction level can be known from this study and find out barriers.  Market potentiality can also be judge from this study  Company can improve the market share through satisfaction of customer.
  • 34. 5.4 LIMITATION OF THE STUDY.: A good report describes and explains the results derived at through the study. As a result, whatever limitation occurs in the study, also creep into the report and become the limitations of the report. In Short, it can be said that a study is as accurate as the limitations of its study. Every project has its own limitations and so did mine. I have listed a few of the limitation of my studies below: 1. The survey was limited only to the physical boundaries of the city of Surat and there by limited in the population studied. 2. The time period of the survey being only two months, it was not possible to conduct a highly in-depth and detailed study, which in turn might affect the findings. 3. Different people have different thought process and different attitudes. As a result, their manner of answering the questions of the study differs. Therefore, the answers received were sometimes good while sometimes they were negative. 4. Due to unavoidable circumstances, the study had to be stopped mid- way for some time.
  • 35. CHAPTER 6 RESEARCH METHODOLOGY 6.1 THEORY OF RESEARCH METHODOLOGY 6.2 RESEARCH DESIGN 6.3 METHOD Of DATA COLLECTION 6.4 SAMPLING PLAN
  • 36. 6.1 THEORY OF RESEARCH METHODOLOGY: This is chapter explain various methods & techniques used in this research study with their suitability. This part of the research report is very much important because it explain the methods; concept&procedures followed by the researcher study the problem. It is helping to the reader to understand whole the easily. As marketing research does not address itself to basic or fundamental question. It does not quality as basic research on the country, It tackles problem, which seem to have immediate commercial potential. In view of this major consideration. Marketing research should be regarded as applied research. We may also say that marketing research is of both types-problem solving and problem oriented. Marketing research is a systematic and objective study of problem pertaining to the marketing of goods and service.It may be emphasized that is it not restricted to any particular area of marketing but is applicable to all its phases and aspects The American Marketing Association (AMA) has defined Marketing research follows Marketing research is the function which the consumer, Identify and define marketing opportunities &problems; generate, refine and Evaluate marketing actions; monitor marketing performance; and improve Understanding of a market as a process. Marketing Research specified the information required to Address these issues; designs the method for collecting information. Managers and Implements the data collection process; analyses the results; the Communications the findings and their implications.
  • 37. 6.2 RESEARCH DESIGN: “A research design in the specification of methods and procedures for acquiring the needed information it is the over all operational pattern of frame work of the project that stipulates what information is to be collected from which sources by what procedures” To achieve objectives of my project study I have selected the exploratory research & also the causal research. 6.3 METHOD Of DATA COLLECTION : There are two types of data  Primary data: - “Primary data is the data which is collected by the research at first hand.” Sources To collect primary data the questionnaire system is uses through market survey.Structured non disgusisd questionnaire is applied in which question question are listing in prearranged on paper and where the object of inquiry is revealed to the respondent I have contected the customer and interviwed them by personally & by telephones.The analysis of the collected data through questionnaire is given in the later part of the project.  Secondary data “Secondary data whether internal or external is the data already collected by others for propose other then solution of the problem at hand” Secondary sources are
  • 38.  Internal sources: Internal guide (Prof Vasudev Modi) Sales executive of the Dhru Motors  External sources Various marketing books www.maruti udhyog.com  PRE-TESTING A pre- testing is small-scale replica of the main study. it dresses a rehearsal and provides guidance on the following matter. 1. The adequacy of the sampling frame to be followed for the survey. 2. It helps the researcher in selecting the data collection method. 3. It gives prior knowledge about the population to be sampled. 4. The pre0testing helps the researcher in checking the validity of the questionnaire and in redesigning of the same. 5. It also provides training to the researcher for interviewing. 6.4 SAMPLING PLAN : A number of decision & task are include in sampling and it is the procedure required right from defining a population selection of sample element. Define the population: - The population id defined in terms of Element, Sampling units, Extent ,Time • Element: -Owner of Maruti four wheeler • Sampling unit: -Businessman,Professional,salaried,student. • Extent: -Surat city
  • 39. • Time: -15th January to 15th March,2004  Sampling Frame I have taken whole Surat city as sample frame for conducting research. Sampling Method I have used proportionate random sampling to select the respondent from the entire population I have conducted a pilot survey by interviewing 20 respondents. Select randomly, it is helpful in finalization of the questionnaire and also in knowing standard error or core element. How this survey has became useful to me in deciding the sample size Sample size decision As the study is related to satisfaction level with reference to surat city.I have taken the formula as follow: Where: p=probability of success q= probability of failure z= confidence level e=Tolerable error To decide the value of above-mentioned variable. I have analysis the pilot survey and result emerged is as Result No of respondent Percentage Satisfy 15 75% Dissatisfy 5 25% Total 20 100%
  • 40. 100% confidence level is not possible because of large size of population. So I have taken 95% confidence to overcome this limit maintain accuracy. I have decided to accept 5% error in my sample from the true population mean, as it is also tolerable by the company. I get the following sample size through the equation Sample Size N=p*q (z/e) 2 = (0.75)*(0.20)*(1.96/0.05) 2 = 0.75*0.25(39.2)2 = 288.12 ≈ 300
  • 41. CHAPTER 7 DATA ANALYSIS & INTERPRETATION 7.1 OVERALL SATISFACTION LEVEL OF MARUTI-800 7.2 OVERALL SATISFACTION LEVEL OF ALTO 7.3 OVERALL SATISFACTION LEVEL OF ZEN 7.4 OVERALL SATISFACTION LEVEL OF WAGON-R 7.5 OVERALL SATISFACTION LEVEL OF OMNI 7.6 OVERALL SATISFACTION LEVEL OF ESTEEM 7.7 SATSFACTION LEVEL ACCORDING TO OCCUPATION 7.8 SATSFACTION LEVEL OF M-800 V/S FEATURES 7.9 SATSFACTION LEVEL OF ZEN V/S FEATURES 7.10 SATSFACTION LEVEL OF ALTO V/S FEATURES 7.11 SATSFACTION LEVEL OF WAGON R V/S FEATURES 7.12 SATSFACTION LEVEL OF OMNI V/S FEATURES 7.13 SATSFACTION LEVEL OF ESTEEM V/S FEATURES
  • 42. 7.1 OVERALL SATISFACTION LEVEL OF MARUTI800 : The total numbers of the respondents are 75 in the collection of the data so according to that the data is classified are as below in the table: Question During sales Discussion During Delivery of car Level of satisfaction of product No of Respondents In (%) No of Respondents In (%) No of Respondents In (%) Excellent 53 70% 55 73% 56 75% Good 15 20% 12 16% 12 16% Average 07 10% 05 07% 07 09% Poor 00 00% 03 04% 00 00% TOTAL 75 100% 75 100% 75 100% Comment : Above graph shows that the customer are highly satisfy because of the maintenance of the car is low compared to other car. some percentage of car owner is average satisfy because of the ride. handling and braking” of the car. Overall Satisfaction of M-800 0% 20% 40% 60% 80% Excellent Good Average Poor Satisfaction Level Percentageof Rsapondent During sales discussion During dalivery of the car Level of satsfaction in product
  • 43. 7.2 OVERALL SATISFACTION LEVEL OF ALTO : The total number of the respondent is 50 in the collection of the data so according to that the data is classified are as below in the table: Question During sales Discussion During Delivery of car Level of satisfaction of product No of Respondents In (%) No of Respondents In (%) No of Respondents In (%) Excellent 38 76% 40 80% 35 70% Good 08 16% 05 10% 10 20% Average 04 08% 05 10% 03 06% Poor 00 00% 00 00% 02 04% TOTAL 50 100% 50 100% 50 100% Comment : Above graph shows that the customer of the alto are average satisfy because of the fewest problem on ‘ feathers and control” of the in this car Overall Satisfaction of Alto 0% 20% 40% 60% 80% Excellent good average poor Satisfaction level PercentageofRespondent During sales discussion during dalivery of the car level of satsfaction in product
  • 44. 7.3 OVERALL SATISFACTION LEVEL OF ZEN : The total number of the respondent is 50 in the collection of the data so according to that the data is classified are as below in the table: Question During sales Discussion During Delivery of car Level of satisfaction of product No of Respondents In (%) No of Respondents In (%) No of Respondents In (%) Excellent 40 80% 45 90% 38 76% Good 08 16% 04 08% 08 16% Average 02 04% 01 02% 03 06% Poor 00 00% 00 00% 01 02% TOTAL 50 100% 50 100% 50 100% Comment : Above graph shows that the customer are highly satisfy because the three categories namely “vehicle interior”,”trasmission” and “engine” Overall Satisfaction of zen 0% 20% 40% 60% 80% 100% Excellent Good Average Poor Satisfaction Level Percentageof Rsapondent During sales discussion During dalivery of the car Level of satsfaction in product
  • 45. 7.4 OVERALL SATISFACTION LEVEL OF WAGON-R : The total number of the respondent is 60 in the collection of the data so according to that the data is classified are as below in the table: Question During sales Discussion During Delivery of car Level of satisfaction of product No of Respondents In (%) No of Respondents In (%) No of Respondents In (%) Excellent 40 67% 45 75% 55 92% Good 15 25% 10 17% 03 05% Average 05 08% 05 08% 02 03% Poor 00 00% 00 00% 00 00% TOTAL 60 100% 60 100% 60 100% Comment : Above graph shows that the customer of wagon r are highly satisfy because of true testament to the culture of continuous improvement which Suzuki has put in at Maruti. It has performed particularly well are “vehicle exterior”, followed by “engine” Overall Satisfaction of Wagon R 0% 20% 40% 60% 80% 100% Excellent Good Average Poor Satisfaction Level Percentageof Respondent During sales discussion During dalivery of the car Level of satsfaction in product
  • 46. 7.5 OVERALL SATISFACTION LEVEL OF OMNI : The total number of the respondent is 50 in the collection of the data so according to that the data is classified are as below in the table: Question During sales Discussion During Delivery of car Level of satisfaction of product No of Respondents In (%) No of Respondents In (%) No of Respondents In (%) Excellent 35 70% 40 80% 30 60% Good 10 20% 08 16% 10 20% Average 05 10% 02 04% 03 06% Poor 00 00% 00 00% 07 14% TOTAL 50 100% 50 100% 50 100% Comment : Above graph shows that the omni car customer are average satisfy Because of the problems in “ride,handlingand seats. of this vehicles Overall Satisfaction of omni 0% 20% 40% 60% 80% 100% Excellent Good Average Poor Satisfaction Level Percentageof Rsapondent During sales discussion During dalivery of the car Level of satsfaction in product
  • 47. 7.6 OVERALL SATISFACTION LEVEL OF ESTEEM : The total number of the respondent is 15 in the collection of the data so according to that the data is classified are as below in the table: Question During sales Discussion During Delivery of car Level of satisfaction of product No of Respondents In (%) No of Respondents In (%) No of Respondents In (%) Excellent 10 67% 12 80% 11 74% Good 03 20% 02 13% 02 13% Average 02 13% 01 07% 02 13% Poor 00 00% 00 00% 00 00% TOTAL 15 100% 15 100% 15 100% Comment : Above graph shoes that the owner of esteem are highly satisfy because. Owners reported the greast improvement on two categories, namely “Features and control” and “engine”. The esteem also achieved segment best score and achieves overall leadership of the “Entry Midsize” segment Overall Satisfaction of Esteem 0% 20% 40% 60% 80% 100% Excellent Good Average Poor Satisfaction Level Percentageof Rsapondent During sales discussion During dalivery of the car Level of satsfaction in product
  • 48. 7.7 SATSFACTION LEVEL ACCORDING TO OCCUPATION: Occupation No. Respondent Which is satisfy In percentage Businessman 180 60% Professional 45 15% salaried 60 20% Student 15 5% Total 300 100% Comment: - Above graph shows that the business is highly satisfy in the Maruti’s four vehicle Because of the maintenance of the car is very low compare to other and the service of the company is excellent after sales 7.8 SATSFACTION LEVEL OF M-800 V/S FEATURES: The total numbers of the respondents are 75 in the collection of the data so according to that the data is classified are as below in the table. Satisfaction according to occupationwise 0% 20% 40% 60% 80% Business professional Salaried student occupation Percentage percentage
  • 49. FEATURES MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING EXECLLANT 60 (80%) 64 (85%) 56 (75%) 53 (70%) 64 85%) GOOD 7 (10%) 7 (10%) 12( 15%) 12 (18%) 7 (10%) AVERAGE 6 (8%) 4 (3%) 6 (8%) 7( 10%) 3 (4%) POOR 2 (2%) 0 (0%) 1 (2%) 3( 4%) 1 (1%) Total 75 (100%) 75 (100%) 75 (100%) 75 (100%) 75 (100%) Percentage wise satsfaction level of M-800 v /s features 0% 20% 40% 60% 80% 100% MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING Features Percentage EXECLLANT GOOD AVERAGE POOR Comment: The M-800 owner reported the maximum number of person with the ride; handling and bracing perform which leads to the decline the owner satisfaction. 7.9 SATSFACTION LEVEL OF ZEN V/S FEATURES : The total number of the respondent is 50 in the collection of the data so according to that the data is classified are as below in the table: FEATURE MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING EXECLLANT (In%) 38 (75%) 43 (85%) 43 (88%) 45 (90%) 47 (95%)
  • 50. GOOD (In%) 7 (15%) 5 (10%) 4 (7%) 4 (8%) 4 (7%) AVERAGE (In%) 10 (5%) 2 (5%) 2 (3%) 1 (2%) 1 (2%)_ POO(In%)R 0 (0) 0 (0%) 1 (2%) 0 (0%) 0 (0%) Total 50 (100%) 50 (100%) 50 (100%) 50 (100%) 50 (100%) Percentage wise satsfaction level of Zen v /s features 0% 20% 40% 60% 80% 100% MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING Features Percentage EXECLLANT GOOD AVERAGE POOR Comment : Above graph Shows that the owner of Zen is highly satisfy because of the it’s Vehicle interior, engine and the outlook of the car. 7.10 SATSFACTION LEVEL OF ALTO V/S FEATURES : The total number of the respondent is 50 in the collection of the data so according to that the data is classified are as below in the table:- FEATURES MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING EXECLLANT (In%) 35 (70%) 37 (75%) 40 (80%) 43 (80%) 38 (75%) GOOD (In%) 5 (10%) 6 (12%) 7 (15%) 4 (8%) 7 (15%) AVERAGE 6 5 2 2 4
  • 51. (In%) (12%) 10%) (4%) (4%) (8%) POOR (In%) 4 (8%) 1 (3%) 1 (1%) 1 (1%) 1 (2%) Total 50 (100%) 50 (100%) 50 (100%) 50 (100%) 50 (100%) Percentage wise satsfaction level of Alto v /s features 0% 20% 40% 60% 80% 100% MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING Features Percentage EXECLLANT GOOD AVERAGE POOR Comment: Above graph shows that the Alto owner reported the fewer problem in feature so alto car owner is satisfy. 7.11 SATSFACTION LEVEL OF WAGON R V/S FEATURES : The total number of the respondent is 60 in the collection of the data so according to that the data is classified are as below in the table:- FEATURES MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING EXECLLANT (In%) 51 (85%) 47 (79%) 54 (90%) 57 (95%) 54 (90%) GOOD (In%) 7 (12%) 5 (11%) 5 (8%) 2 (3%) 5 (8%) AVERAGE (In%) 2 (3%) 7 (9%) 1 (2%) 1 (2%) 1 (2%) POOR 0 1 0 0 0
  • 52. (In%) (0%) (1%) (0%) (0%) (0%) TOTAL (In%) 60 (100%) 60 (100%) 60 (100%) 60 (100%) 60 (100%) Percentage wise satsfaction level of Wagon R v /s features 0% 20% 40% 60% 80% 100% MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING Features Percentage EXECLLANT GOOD AVERAGE POOR Comment: Above graph shows that the owner of the wagon r is highly satisfy with its features like new outlook car, pickup and engine of the car. 7.12 SATSFACTION LEVEL OF OMNI V/S FEATURES : The total number of the respondent is 50 in the collection of the data so according to that the data is classified are as below in the table FEATURES MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING EXECLLANT (In%) 43 (85%) 40 (80%) 35 (70%) 42 (85%) 35 (70%) GOOD (In%) 6 12%) 7 (15%) 7 (15%) 5 (10%) 7 (15%) AVERAGE (In%) 1 (2%) 19 (2%) 5 (10%) 2 (4%) 5 (10%) POOR (In%) 1 (1%) 1 (1%) 3 (5%) 1 (1%) 3 (5%) Total 50 50 50 50 50
  • 53. (In%) (100%) (100%) (100%) (100%) (100%) Percentage wise satsfaction level of Omini v /s features 0% 20% 40% 60% 80% 100% MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING Features Percentage EXECLLANT GOOD AVERAGE POOR Comment: The above graph shows that the owners are average satisfy with it’s features because of the ride, handling and braking and seats problem 7.13 SATSFACTION LEVEL OF ESTEEM V/S FEATURES : The total number of the respondent is 15 in the collection of the data so according to that the data is classified are as below in the table FEATURES MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING EXECLLANT (In%) 12 (80%) 11 (75%) 13 (90%) 12 (80%) 12 (80%) GOOD (In%) 2( 13%) 3 (16%) 1 (8%) 2 (13%) 2 (15%) AVERAGE (In%) 1 (7%) 2 (8%) 1 (7%) 1 (7%) 1 (4%) POOR (In%) 0 (0%) 0 (0%) 0 (0%) 0 (0%) 0 (0%) TOTAL 15 (100%) 15 (100%) 15 (100%) 15 (100%) 15 (100%)
  • 54. Percentage wise satsfaction level of Esteem v/s features 0% 20% 40% 60% 80% 100% MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING Features Percentage EXECLLANT GOOD AVERAGE POOR Comment: The above graph shows that the owner of esteem are highly satisfy because of the greatest improvement on the features, control. And engine. CHAPTER 8 FINDINGS
  • 55. FINDINGS : Based on my observation during the entire two months project, I list my findings as under: -  Maruti Suzuki is a name India has loved and trusted for 20 years  There are around 40 lakh satisfied Maruti Suzuki owners on the road today.  Maruti Suzuki sells more cars than all others put together.  New Maruti Suzuki cars are built with technology other cars just can’t match.  Maruti Suzuki customers enjoy benefits few other car companies can offer.  Maruti Suzuki owners are more satisfied with their cars than anyone else.  Now Maruti Suzuki vehicles have advanced new MPFI (Multipoint Fuel Injection) technology that works with the unique 16 X 4 Hypertech engine to give you unmatched performance.  Only Maruti Suzuki has a nation wide network of over 1900 service station in more than 900 towns. From Kashmir to Kanyakumari.  Better fuel economy. Lower emission levels easily meet euro 2 norms.  Modern advanced repairing equipment and tools.  Maruti Suzuki spares are easily available across the length and breadth of the country.
  • 56.  Just dial 9622 9622 00 for a 24-hour on-road breakdown service in many cities. No other car company can match this. CHAPTER 8 SUGGESTIONS