Research project sanjeev choubey


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Research project sanjeev choubey

  1. 1. “A Study on the Customer Satisfaction for Hyundai Motors India ltd.” Dissertation submitted In Partial fulfillment for the “Post Graduate Diploma in Business Management” By Sanjeev Kumar Roll No.: GJUJUL08AA044 Batch 2008-2010 Under the Guidance of Mr.Rajeev Shah Assistant manager cati centre Marketprobe NSB SCHOOL OF BUSINESS B-II/1, MCIE, Delhi-Mathura Road, New Delhi
  2. 2. B-II/1, MCIE, Delhi-Mathura Road, New Delhi CERTIFICATE This is to certify that the summer project report title “A study on Customer Satisfaction for Hyundai Motors India Ltd.” is a bonafide work done by Mr. Sanjeev Kumar, Roll No.: GJUJUL08AA044 of Batch July 2008 – 2010, Submitted to NSB School of Business, New Delhi in partial fulfillment of the requirement for the award of Post Graduate Diploma In Business Management, and that the report represents independent and original work on the part of the candidate. Prof. Alok Satsangi Corporate Relations Cell
  3. 3. ACKNOWLEDGEMENT I would acknowledge my indebtness to Mr. K. N. Shahi, who was a source of continuous guidance and inspiration to me and for taking in organizing, designing and completing this project. Last but not the least I empress my thanks to Mr. Rajeev Shah, internal project guide for his guidance, support and encouragement which helped me in completing my project. I wish to thank “Market Probe Research Company” for giving me an exposure to the corporate world and providing me an opportunity to enhance my knowledge and skills. I also thanks to those people who have helped me directly or indirectly in completion of my project. (SANJEEV KUMAR)
  4. 4. DECLARATION I, Sanjeev Kumar,declare that this project report entitled “A Study on Customer Satisfaction for Hyundai Motors India Ltd.” is an original piece of work done and submitted by me towards partial fulfillment of my Post Graduate Diploma in Business Management, under the guidance of “Mr Rajeev Shah”. (SANJEEV KUMAR)
  5. 5. TABLE OF CONTENT 1. ACKNOWLEDGEMENT 3 2. DECLARATION GIVEN BY THE STUDENT 4 3. INTRODUCTION OF COMPANY IN MY VIEWS 7 - 16 4. ABOUT THE COMPANY 17 - 46 a) Company’s history b) Branches of the company c) Global network of the company d) What makes market probe different e) Global advantage of the company f) Vision of the company 5. METHODOLOGY a) Objective of market research b) Importance of market research c) Steps of in market research process d) Sources of data 5
  6. 6. e) Method of data collection f) Tools and techniques of analysis g) Design the research methodology h) Research methods i) Application of marketing research j) Types of market research techniques k) Limitations 6. BUSINESS STRATEGIES 47 - 52 7. BRIEF UNDERSTANDING OF CATI 53 - 70 8. AN OVERVIEW OF CLIENT COMPANY :- Hyundai Motors India Ltd. 71 - 77 9. STUDIES OF RESEARCH 78 10. LEARNING 79 11. SUGGESTION AND RECOMMENDATION 80 12 QUESTIONNAIRE 81 - 87 13. BIBLIOGRAPHY 88 6
  7. 7. Introduction of company in my views :- 7
  8. 8. Market Probe was founded by Mr. T. R. Rao (President and CEO Market Probe) and currently has research offices around the Globe, in United States, Canada, Europe, Middle East, Asia Pacific, India and China. It is a global research and consulting company specializing in customer, employee and brand stakeholder solutions. It offers full service strategic guidance and business solutions to our global customer base. It also offers in-depth marketing research services to two specialty markets: crop sciences and animal health. With offices around the globe, Market Probe employs more than 250 full time and more than 1,000 part-time people worldwide. Its corporate headquarters are located in Milwaukee, Wisconsin. In delivering stakeholders solutions, we make use of our in-house capabilities to address: • Assessment of program needs and tactical and strategic business objectives • Design of programs based on qualitative research, cost-effective sampling and applying suitable data acquisition tools • Providing client solutions for immediate feedback through online reporting, web posting of reports, web interactive tools for ongoing and ad hoc analysis and consulting services on the implementation of results It offers proprietary models and advance analytical solutions geared toward executives and managers at all levels to test alternate solutions in driving customer loyalty improvement or employee equity improvement. Market Probe India was founded in 1999 and currently has offices in Mumbai, Banglore and New Delhi. Market Probe India is capable of 8
  9. 9. doing fieldwork anywhere in India. It adopts a multidisciplinary approach to the information that is gathered and enables clients to make intelligent, market/business aligned fact based decision. For information gathering, it uses interviewing methods such as face-to-face, telephone, CATI, or web surveys. Whichever method is used, Market Probe India maintains the integrity and confidentiality of the information. Specialties: • Customer satisfaction, value and loyalty practice • Employee equity system: engagement and commitment • Brand power and value assessment • Proprietary Rx solutions for loyalty and brand equity improvement Client Experience A World of Experience We know that client needs differ industry by industry. Market Probe's experience across a broad range of sectors has equipped us to take a seasoned approach to the research challenges confronting your business. With in-depth industry experience extending from Banking and Insurance to Agriculture and Manufacturing, we have on-staff specialists dedicated to 9
  10. 10. sectors such as Finance and Insurance, Telecom, Automotive, Services, Retail, Industrial, Construction and more. Auto & Manufacturing Market Probe offers a complete solution for clients who require an integrated understanding of the customer lifecycle – an approach they have successfully employed for a multitude of automotive and manufacturing clients across industries and sectors. Their sector experience ranges from product development to long-term loyalty. Banking & Financial services Market Probe's expertise with data collection worldwide, their familiarity with research issues typical to the banking sector, plus years of industry experience make them the seasoned research partner who can provide actionable solutions to the unknowns that face your business. Market Probe's years of experience in banking span a range of research areas, from customer satisfaction and loyalty to competitive benchmarking, brand equity and advertising awareness to new product testing. Service Sector Service industries typically face a day-to-day challenge of managing long- term customer interactions at multiple service touch points. Market Probe has established an expertise in the measurement of these complex, long- term customer relationships — in industries ranging from banking and 10
  11. 11. financial services to property and casualty insurance to medical/pharmaceutical benefits management to retail, in both B2C and B2B settings. Market Probe takes an analysis-driven perspective. Crop Science & Animal Health From growers to veterinarians, from consumers to small businesses to global corporations, Market Probe knows the research issues facing the Agriculture, Horticulture and Animal Health Industries. Market Probe has more than 20 years of industry-specific experience across markets and cultures spanning the Americas, UK/Europe, Middle East/Africa and Asia/Pacific. Mission Market Probe is recognized as a leader in providing full-service strategic guidance and business solutions to their global client-base. Their mission is to help their clients achieve their business goals and protect their long-term assets: their customers, their employees and their brands. To accomplish this, they subscribe to a set of core values: • Maintain the integrity of the data • Protect the confidentiality of all client information • Aspire to the highest standards of intellectual honesty • Remain flexible to new ideas 11
  12. 12. Market research: Market research is a form of business research and is generally divided into two categories: consumer market research and business-to-business (B2B) market research, which was previously known as industrial marketing research. Consumer marketing research studies the buying habits of individual people while business-to-business marketing research investigates the markets for products sold by one business to another. Consumer market research is a form of applied sociology that concentrates on understanding the behaviours, whims and preferences, of consumers in a market-based economy, and aims to understand the effects and comparative success of marketing campaigns. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923 Thus marketing research is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. Role of marketing research The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing 12
  13. 13. environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment. Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers. Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. 13
  14. 14. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model: D —- Define the marketing problem E —- Enumerate the controllable and uncontrollable decision factors C —- Collect relevant information I —- Identify the best alternative D —- Develop and implement a marketing plan E —- Evaluate the decision and the decision process The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process begins by precisely defining the problem or opportunity, along with the objectives and constraints. Next, the possible decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable factors) are enumerated. Then, relevant information on the alternatives and possible outcomes is collected. The next step is to select the best alternative based on chosen criteria or measures of success. Then a detailed plan to implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated. 14
  15. 15. Marketing research characteristics First, marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or h hypotheses. Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of the researcher or the management. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings. The motto of every researcher should be, "Find it and tell it like it is." The objective nature of marketing research underscores the importance of ethical considerations, which are discussed later in the chapter. Marketing research involves the identification, collection, analysis, and dissemination of information. Each phase of this process is important. We identify or define the marketing research problem or opportunity and then determine what information is needed to investigate it., and inferences are drawn. Finally, the findings, implications and recommendations are provided in a format that allows the information to be used for management decision making and to be acted upon directly. It should be emphasized that marketing research is conducted to assist management in decision making 15
  16. 16. and is not: a means or an end in itself. The next section elaborates on this definition by classifying different types of marketing research. Comparison with other forms of business research Other forms of business research include: Market research is broader in scope and examines all aspects of a business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment (see environmental scanning). Sometimes the term refers more particularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts usually carry out the research and provide the results to investment advisors and potential investors. Product research - This looks at what products can be produced with available technology, and what new product innovations near-future technology can develop (see new product development). Advertising research - is a specialized form of marketing research conducted to improve the efficacy of advertising. Copy testing, also known as "pre- 16
  17. 17. testing," is a form of customized research that predicts in-market performance of an ad before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ad’s flow of attention and flow of emotion. Pre- testing is also used on ads still in rough (ripomatic or animatic) form. About the company 17
  18. 18. Company’s History MP Global Link is one of the fastest growing data collection companies in the marketplace. We offer comprehensive fieldwork solutions for market research companies, consulting companies and corporate clients. MP Global Link India offers comprehensive fieldwork solutions for market research companies, consulting companies and corporate clients. Our reach is nationwide, using interviewers conversant with all major languages, the latest in data collection technologies and resources to reach your target audience. We have extensive experience dealing with diverse respondent audiences and complex client needs. MPGlobal Link India has its field offices across 45 major cities in India. We have a state-of-the-art centralized CATI center in Noida. We have the field strength of 200 full-time staff and more than 1100 freelance interviewers/supervisors working across 45 locations. We do everything from fieldwork up to data processing for various organizations 18
  19. 19. and market research companies of national and international repute. We have gained valuable insights into some of the leading international brands and continuously seek to improve our knowledge of markets with a view toward providing a unique and cutting-edge service to all of our existing and prospective clients. Market Probe began as a consulting company in 1976. Founded by T.R. Rao, a former University professor specializing in marketing and statistics, Market Probe began with projects focused on market feasibility studies, consumer research, image research and marketing effectiveness. By 1985, savvy businesses began to see greater value in customer satisfaction and quality studies. Market Probe responded with refined research methods, improved tools and proprietary software and modeling that generated the customized information our customers could use to be more successful. It didn’t take long for us to see the benefits of globalization. Today, Market Probe’s customer- and employee-satisfaction expertise reaches businesses around the globe. In addition to our corporate headquarters in Milwaukee, Wisconsin, we operate CATI call centers in the United States, Canada, Singapore and the United Kingdom; we have full-service research offices in the U.S., Canada, the UK, Belgium, Dubai, India, Singapore and China; and we have formed several strategic partnerships with field agencies around the world. Market Probe is recognized as a leader in providing full-service strategic guidance and business solutions to our global client-base. Our mission is to help our clients 19
  20. 20. achieve their business goals and protect their long-term assets: their customers, their employees and their brands. To accomplish this, we subscribe to a set of core values: • Maintain the integrity of the data • Protect the confidentiality of all client information • Aspire to the highest standards of intellectual honesty • Remain flexible to new ideas • Achieve the epitome of client service and self-improvement New Delhi: The US-based $15 million market research company, Market Probe Inc, which recently launched its operations formally in India, offers Indian companies value-added services in customer satisfaction and qualitative research. Founded in Milwaukee, USA, in 1976 by T R Rao, Market Probe Inc is a full service market research company specialising in customer satisfaction studies and qualitative research. It already has subsidiaries in Toronto, London, Hong Kong and Latin America. The company views India as an operating base for its expansion plans for South- East Asia. Says Rao, president and CEO Market Probe Inc: ``India has abundant talent and manpower both in terms of quality and quantity. We intend to exploit this to expand into countries like Thailand, Malaysia, China, Hong Kong. Indian experts will be used to train and supervise the setting up of operations there.'' Headquartered in Bangalore, Market Probe India has two branch offices in Delhi 20
  21. 21. and Mumbai. The India operations are headed by R Muralidhar.Though it views Indian companies as also coming of age with regard to research needs and technology, the company will be mainly targeting MNCs in India, ``who understand and are ready to pay for value-added research.'' One of the reasons why Market Probe decided to enter the Indian market was the fact that many of its clients have global operations and research supplier decisions are becoming increasingly centralised and global in scope. Another reason was the fact that customer satisfaction, which forms a major chunk of Market Probe's business, is an emerging discipline in India and companies are beginning to shift from product orientation to customer orientation. ``With a growing number of brands in the marketplace, customer satisfaction, loyalty, retention and brand management are emerging as important areas and Indian businesses require specialised services that we can offer,'' says Rao. He adds, ``In the West, specially USA, customer satisfaction is recognised as an important area. The budget for customer satisfaction in the US is separate from marketing budget and is, in fact, the only recession-proof budget.'' Team leaders for the Indian operations have already undergone three-week training in the US on Market Probe's proprietary techniques. Some of its proprietary 21
  22. 22. products include Satnav (satisfaction navigator) customer tracking and simulation software that allows `what if' analysis permitting testing across countries and customer retention forecasting system (CRFS), a sophisticated tracking tool to predict customer attrition and allow timely intervention programmes. In qualitative research it has special techniques like life maps, auto drive, interactive workshop method. With an initial investment of around Rs 2 crore for the first year, Market Probe India has already roped in clients like HLL, New Holland, Mastercard and Reckitt and Colman. It has also done some small projects for Maruti, besides product testing, advertising research, customer and product research. For MasterCard it is doing a pilot test for the global launch of a new product. 22
  23. 23. Branches Of The Company Europe/International India Cornelius Barry Director of Operations Sanjay Kumar Director of Operations m Singapore China
  24. 24. Boon Wee Ong Jaelyn Ren Director of Operations Director of Business asiapacific@marketprobe. Development com 23
  25. 25. North America/Canada North America/USA Gord Kidd Director of Operations, Etobicoke Call Center Cathie Beem, Call Center Manager St. Louis, Missouri Market Probe, Inc. provides market research services. It provides customer satisfaction and loyalty measurement, custom research portfolio, employee equity system portfolio, and hotel navigator services, as well as hospitality research brochures. Market Probe, Inc. was founded in 1976 and is headquartered in Milwaukee,
  26. 26. 24 Market Probe - India Mr. Amit Adarkar Managing Director, Market Probe India and Middle East Top Locations Greater Milwaukee Area (34) Greater St. Louis Area (16) Bombay Area, India (8) Toronto, Canada Area (7) London, United Kingdom (7) Delhi Area, India (7)
  27. 27. Market Probe research firm expands in India By Rick Romell of the Journal Sentinel Posted: April 28, 2009 25 Wauwatosa's Market Probe Inc. has set up a separate firm in India employing about 200 people to do research in such areas as customer satisfaction and attitudes toward brands. The expansion, which has occurred over the last year, is another international venture for Market Probe, which also staffs offices in Europe, China, Singapore and Dubai. The company also has long maintained a small agency in India. It established the new firm, called MP Global Link India, to do surveys and mystery-shopper-style legwork for other companies with a presence there. "The and they . . . Indian market and the Chinese markets are exploding really don't have the ability to collect data in India," said T.R. Rao, Market Probe's founder, president and CEO. A mathematics scholar and former professor at the University of Wisconsin-Milwaukee, Rao is a native of India. MP Global Link India has headquarters in Mumbai and covers the entire country. The firm conducts research in all of India's major languages through face-to-face
  28. 28. interviews, by telephone and over the Internet. It expects to carry out more than 900,000 interviews and mystery-shopper-type visits this year. Market Probe itself employs about 230 people, including 60 in Wauwatosa. 26 Beyond the new venture in India, the firm plans to expand its presence in the Middle East soon. Within a few weeks, it expects to open an office in Bahrain. Bahrain is unusual in the region for allowing 100% U.S. ownership of businesses, Rao said, and it is close to Saudi Arabia. "We are really interested in tapping into the Saudi Arabian market," he said Approach Market Probe's core competency in customer satisfaction and loyalty research offers clients a more practical approach to understanding what drives employee performance. We apply the same tools and models to interpret employee feedback as we do with the analysis and interpretation of customer satisfaction.
  29. 29. Market Probe India was founded in 1999 and currently has research offices in Mumbai, Delhi and Bangalore. We are capable of doing fieldwork anywhere in India. 27 Market Probe adopts a multidisciplinary approach to the information that is gathered and enables clients to make intelligent, market/business aligned fact- based decisions. For information gathering, we use interviewing methods such as face-to-face, telephone, CATI, or Web surveys. Whichever method is used, Market Probe India maintains the integrity and confidentiality of the information. Global Network Of Market Probe  United states
  30. 30.  Europe  Canada  Middle east  Asia  28  China  India  Belgium
  31. 31. 29
  32. 32. What Makes Market Probe Different Our commitment to delivering high quality, unbiased data tailored to each client’s unique requirements is what separates us from the competition. MP Global Link understands the complex nature of today’s business world. Our commitment is to deliver high quality, unbiased data across cultures and languages. Our recruitment team works to ensure a consistent and reliable pool of highly trained, native speakers in all languages to conduct face-to-fae, CATI and telephone interviews. Our focus is on tailoring research to suit each client’s unique requirements, with a constant attention to sound practice and the highest degree of reliability and quality guaranteed. Based in Mumbai, we have affiliate offices in other cities in India as well as globally to assist in both local and global data collection. We can support quantitative, qualitative and customer satisfaction research in all market research sectors. We can run your project centrally or locally, depending on specific needs, or deliver raw data for your own analysis. 30
  33. 33. Global Advantage of market probe Our international capabilities and advanced data collection methodologies provide our clients with the vital information they need to meet the challenges of today’s marketplace. Flexibility is key to ensuring that you obtain the right information from respondents. We believe in multimode interviewing practices and can offer the following data collection methodologies: International Reach Wherever on earth your market is found, we have the outreach to help you understand your customers. Our extensive experience conducting native language/multilingual research — even down to the dialect level — gives us the expertise to tackle the most complicated projects in international and emerging markets worldwide. Phone and On-Line Research Our global CATI call centers — staffed with a team of highly experienced native 31 language speaking interviewers and supervisors — are well-equipped to meet your
  34. 34. global research needs. Using Web-enabled data collection tools, we can gather data using CATI, Web or CAPI and provide our clients with real-time results. Face-to-Face Research We can service your face-to-face and CATI needs with satellite offices in Europe, North America, Asia and the UAE in collaboration with our field services partners. B to B Research — Reach the Decision-Makers MP Global Link is experienced at reaching industry leaders, high-level decision- makers and other hard-to-reach respondents whose opinions are vital to the successful B to B research project. Our consistent approach employs a team thoroughly prepared in the specific topic and who truly understand the objectives of the research and can credibly engage with the respondent to maximize the insights gained. Our B to B experience reaches across a broad range of industries and sectors, including research for some of the world's best-known global brands. B to C Research — We Speak The Language of Consumers Worldwide Our accomplished interviewers conduct research in local languages using 32 collection methods best suited to the local cultural norms and technological landscape of the specific global region. Instead of relying on a "one-size-fits-all"
  35. 35. approach, we precisely adjust our research methodology to match the market, providing clients with accurate and actionable data. Mystery Shopping We do conduct lots of mystery shopping for the banking, automotive, office automation, and consumer durables industries, among others. Mystery shopping expertise is one of the strengths and areas for MP Global Link. Desk/Secondary Research We have expertise in doing secondary research for our clients. Qualitative Research Our team has experience handling qualitative research. We have a pool of experienced multilingual moderators, content analysts, simultaneous translators and transcribers to carry out qualitative research for our clients. • In-Depth Interviews • Dyads • Triads • Focus Groups • Ethnography • Hangouts • Talk shows, etc. 33
  36. 36. Our industry experience spans many cultures, languages and most business sectors We work in partnership with our clients, taking care of the day-to-day management of the project. You are spared the operational difficulties associated with data collection and can focus instead on research design and analysis. We deliver prompt, reliable and accurate data at highly competitive prices. Our clients work with us continuously because we offer them unrivalled levels of service and value. We have proven success in delivering results on time and within budget coupled with knowledge of our global markets and outstanding value for the money. MP Global Link’s client experience reaches across sectors including: Quantitative • Advertising/Public Relations • • Automotive • • Cosmetics / Hygiene • • Durables / Electric Goods • • Financial Services • • Food / Beverages • • Healthcare / Pharmaceutical • • IT / Software / Hardware • • Logistics / Mail / Transportation • • Media / Entertainment • 34
  37. 37. • Public Sector / Government • • Retail / Wholesale Groups • • Telecommunications • • Tobacco / Cigarettes • • Toys / Games • • Travel / Tourism / Sport / Leisure Qua litative • Automotive • • Durables / Electric Goods • • Financial Services • • FMCG • • IT / Software / Hardware • • Media / Entertainment • • Retail / Wholesale Groups • • Telecommunications • • Travel / Tourism / Sport / Leisure METHODOLOGY “Market research is a systematic process of collecting, recording and analyzing of 35
  38. 38. data about customers, competitors and market places. The main purpose of market research is to explore more information about market and customer trends in order to make better business decisions” The Objectives of Market Research  To link the consumer with the company through information.   To investigate the real needs and requirements of customers.   To search for and analyse information that can be used for arriving at the  best alternative marketing decision.   To suggest necessary changes in the goods and services in order to meet the  market demands.   To know in advance what kind of target markets exist in the economy where  the company may launch its product.   To know about the reactions of the people in the market about the existing or newly introduced products of the company.  To identify opportunities and threats in the external environment of the company. To find out reasons for slowly losing market share, and identify ways and means for strengthening company's position in the market, within and outside the country. Importance of market research  It facilitates planned production by forecasting probable sales.   It helps in identifying the reasons for consumer resistance to existing or new  products.   It reveals the nature of demand for the product i.e. whether the product is in  demand through out the year or has a seasonal demand.   It indicates the product utility as well as the effectiveness of existing channels of distribution.   It may reveal certain new uses for the existing products.   36
  39. 39.  It provides information about potential or future markets. It helps in the discovery of new lines of production Stages or Steps in market research process  Identification and definition of the objectives :- This is the first step in the process of marketing research. It is of crucial importance as it shows the direction of the research work. The research process begins by making a clear and concise statement of a problem or issues to be investigated. A clear definition of the problem helps the researcher in all subsequent research efforts including the setting up of proper research objectives,the determination of the techniques to be used,and the extent of information to be collected.  Statement of research objectives :- In the next step,the researcher makes a formal statement of the research objectives and states the reasons and aims for which the research is being undertaken. Such objectives may be stated in qualitative or quantitative terms and are expressed in the form of research questions,statement or hypothesis.  Planning the research design :- The next step is developing research design which is a master plan 37
  40. 40. specifying the procedures for collecting and analysing the needed information. It represents a framework for the research plan of action.The objective of the study are included in the research design to ensure that data collected are relevant to the objectives. The researcher also determines the sources of information needed; the data collection method such as survey,interview,etc; the methodology, timing and possible costs of research.  Planning the sample :- Sampling involves procedures whereby a small number of items or parts of the 'targetted population' is taken to represent the whole population. It involves several important decisions relating to :- (i) defining the target population; (ii) selection of a sample which truly represents the population; (iii) the sample-size to be used for the purpose; and (iv) selection of various units to make up the sample.  Data collection :- It involves gathering of facts to be used in solving the problem. Data is primary, if it is collected from the original base through empirical research by means of various tools such as observation, experiment and survey methods. It may be collected from salesmen, customers and dealers. Data is secondary, if it is collected from concerned reports, magazines and other periodicals, especially written articles, government publications, books, etc. 38
  41. 41. The data sources may be internal or external. Internal sources exist within the firm itself like accounting data, salesmen's reports, etc while, sources outside the firm are external sources.  Data processing and analysis :- The data collected is processed and analysed. It is thus converted into a meaningful format so as to suggest answers to the initially identified and defined problems. Data processing begins with the editing or inspection of data for checking consistency in its classification and coding. The analysis of data represents the application of logic to the understanding of the data collected. It may involve determination of consistent patterns and summarizing of appropriate details by using various analytical techniques. The aim of this step is to check whether empirical findings support or refute the statements or hypothesis made earlier.  Formulating conclusions and preparing the report :- The final stage is that of interpreting the information and drawing conclusion for use in making business decisions. The research report should clearly and effectively communicate the research findings. If needed, the researcher may bring out his appropriate recommendations or suggestions in the matter. The presentation of the report so prepared must be technically accurate and understandable. 39
  42. 42. Sources of data Data Collection - Phone • Telephone Interviewing Stations (London, Toronto, U.S. and Singapore) • • 500 plus CATI stations worldwide • • Complex quota system management • • Predictive dialer • • Efficient survey modifications • • On-line status updates/analysis • • Calling disposition reports • • Real time “Problem Alerts” generated by interviewer • • “Silent Key” off-site monitoring • • Multi-lingual interviewers Data Collection - Face to Face • CAPI in Europe • • Face-to-face interviews throughout China, India and Latin America Data Collection - Mail • Global mailings in different languages • • Field coordination services Data Collection - Internet • Programming of surveys • 40
  43. 43. • Data capture in secure servers • • Data access and reporting online • • Multi-lingual surveys Data Collection - IVR • Interactive Voice Response • Inbound and Outbound • Listening Posts These are some of the areas where MPGL is different from other data collection organizations in India Design the research methodology Research methodology provides the framework to collect and analyze data. The different research designs will help the researcher to relate the research problem appropriately. There are three kinds of research designs : • • Exploratory research • • Descriptive research • • Causal research The major parts of the research methodology are: • Research method Primary and Secondary • • Sampling plan • • Questionnaire design • Field work • 41
  44. 44. • Analysis Secondary research Secondary research is a source of information widely available in the published data sources, newspapers, journals, periodicals, reports and Internet. The main disadvantage of this secondary research is unable to validate the reliability of the data. Primary research Primary research involves the collection of information with the research projects on hand from the reliable sources such as customers, suppliers, clients etc. The main disadvantage would be very expensive to collect primary data and advantages would be timely, focused in nature. There are different methods of collecting primary data such as : • Observation • • Experiments • • Surveys • • Consumer panels Tabulation and analysis Based on the collected data from the questionnaires, tabulation and analysis would be done to reveal the findings and recommendations for the research study undertaken by the company. There are basically two kinds of analyses in the market research study namely • • Simple tabulation • 42 • Cross tabulation
  45. 45. Report writing and presentation After the tabulation and analysis is completed, the next step is to prepare a presentation of the major findings and recommendations of the research study to the clients. A formal research report presentation comprises of the following heads: • Executive summary • • Table of contents • • Introduction • • Research objectives • • Research methodology • • Sample design • • Field work • • Analysis • • Questionnaire design • • Analysis • • Findings • • Limitations • • Recommendations and action plan Based on the research report, the clients will initiate suitable marketing actions and this is the only expected income of any research study. 42 Research methods There are different research methods including:
  46. 46. 46
  47. 47. Business Strategies 47
  48. 48. Interviewers on Company Rolls We recognize that using the interviewers who are employees and not freelancers has the following advantages: • They work for MP Global Link only, which facilitates training and compliance on company processes and policies. • • They are more committed as there is job security, which helps promote loyalty to our organization. The above factors contribute to the superior quality data MP Global Link India delivers to our clients. There are hardly any agencies in India who have started recruiting interviewers on a retainership. To that extent, we are pioneers in India. Localized Online Data Entry The quality of data not only depends on the data collection process but also depends on how we complete the actual entry of the data. MPGL has its online data entry team in all of the 45 locations in India, where we have our offices. The advantages of online data entry are as follows: • We have immediate access to the data, which cuts delivery time • • We save the questionnaire transit time and loss involved with couriering • • 48
  49. 49. • We can identify fieldwork problems at the time of data entry and rectify them much faster and earlier than with a conventional system Emerging technologies – Market research Online research: In recent years, online marketing research is very popular among the consumers and the research companies. Using email or through website, they will give responses to the questions asked. The main advantages of doing research on the Internet would be • Interactive approach in which customers has the ability to design their products or packaging on their own imagination • • Response speed will be very fast • • Analysis and report making could be done at the earliest using statistical software available in the market The main disadvantages would be the privacy and security issues on the data stored and represented. Methods of online research: There are three methods of doing online surveys: • Email surveys • • HTML surveys • • Interactive surveys Email surveys: Email surveys are one of the fastest and easiest methods among other online survey methods. Questionnaires are attached via email for getting speedy responses from the target audience. 49
  50. 50. HTML surveys: The complex questionnaires are framed using programming language with graphics and sound options in it. To create these kind of surveys processing time will be higher and the same been sent via email to the target audience for proper responses to be collected. Interactive surveys: The survey questionnaires are programmed and sent to the customer’s email for responses. This can be easily downloadable in the customer’s PC for answering those questions been sent to them. The cost of programming and processing time are really at a higher scale. In general, sampling would be the Herculean task in conducting online surveys. All the Internet users would be the target audience for conducting research studies. Non –Internet users won’t be representing the sampling at all. Qualitative surveys also possible on the Internet in the form of voice chatting that look like focus group discussions. A web camera would be the best possible solution to capture facial and emotional responses of the target audience. Data Warehousing and Data Mining : Data Warehousing and Data Mining are the emerging technologies in the marketing research space. Data warehousing and data mining will capture huge volumes of data on a regular basis from different sources and been stored for analysis in a virtual warehouse for future course of action. Few examples are as follows: 50
  51. 51. • Credit card companies • • Banking and Financial Institutions • • Retailing companies • • Cellular service providers etc., The data stored in the virtual warehouse will be used to support business decisions and marketing actions such as promotions, bonus, rewards, gift vouchers, loyalty programs, referral business etc., All these data will be used as a part of Customer Relationship Management (CRM) initiatives of the company in the future. Few techniques been used to analyze the data mined from warehouses such as • Correlation analysis • • Factor analysis • • ANOVA (Analysis of variance) • • Discriminant analysis • • Cluster analysis • • Regression analysis etc., The above analysis would be performed using high-end statistical software such as SPSS, Minitab, SAS etc., to predict customer’s preferences and behavioral patterns. Data Quality To control data quality and consistency, Market Probe supports our projects with our in-house field capabilities. We have our own service centers in North America, 51
  52. 52. Europe, Middle East, India and China and can offer field services in different native languages. Security Customer satisfaction research deals with client databases and confidential information pertaining to client lists. Market Probe is certified as a secure facility. We meet the requirements set forth by the Gramm-Leach-Bliley Act for dealing with confidentiality of client lists in the financial services sector as well as HIPPA guidelines for healthcare services 52
  54. 54. A better understanding of CATI CENTRE MP GLOBAL LINK “It’s a leading Market Research in India.” 54
  55. 55. But why does a Company conducts a Market survey?  To know the level of performance of the particular brand.  To check out the level of satisfaction of their customers.  To know merits and demerits of the particular products and services. Objectives of the Market Research  Assess health of customer relationships and as well as transactions for CLIENTS.  Assess levels of delight and dissat for key process areas  To assess circle performance on key processes  Understand reasons behind customer dissatisfaction and delight  Determine relative impact of each process in affecting customer loyalty  Compute a Customer Delight Index score for each circle  Deploy findings for effective implementation. So let us know how we do it! 55
  56. 56. We have plenty of projects and there are group of people who handle different projects of MP GLOBAL LINK What is CATI? Computer-assisted telephone interviewing (CATI) is a telephone surveying technique in which the interviewer follows a script provided by a software application. The software is able to customize the flow of the questionnaire based on the answers provided, as well as information already known about the participant. CATI may function in the following manner A computerized questionnaire is administered to respondents over the telephone. The interviewer sits in front of a computer screen Upon command, the computer dials the telephone number to be called. When contact is made, the interviewer reads the questions posed on the computer screen and records the respondent's answers directly into the computer. Interim and update reports can be compiled instantaneously, as the data are being collected. CATI software has built-in logic, which also enhances data accuracy So we do SUBSCRIBER SATISFACTION INTERVIEWS to check out what is the RELATION and as well as TRANSACTIONS of customer of their respective services provider. So it’s not a CALL CENTRE not a BPO and it’s not even a DSA IT’S a CATI CENTRE and our job is to do the SUBSCRIBER SATIS FACTION INTERVIEWS
  57. 57. INTERVIEWS There are two types of INTERVIEWS  Face to face   Telephonic int. In the face to face int. respondent evaluates the interviewer on its facial expression, body language, gesture, tone of voice and word content but in telephonic int. there is only two things that is TONE OF YOUR VOICE and WORD CONTENT So you should know what you are trying to say! SOME CRITICAL ASPECTS OF TELEPHONIC INTERVIEWS 1. FLUENCY OF LANGUAGE You should be fluent in language whether it’s HINDI / ENGLISH or any REGIONAL language. 57
  58. 58. 2. RATE OF SPEECH Your rate of speech should neither too slow nor too fast. 3. SCALE ADMINISTRATION Whenever you are administrating the scale you should illustrate it in a proper fashion so that the respondent can easily gives you the proper ratings. 4. PROBING SKILLS You should have the diligent and thorough skills to get the respondent ratings specifically. 5. KNOWLEDGE OF CLIENTS PRODUCTS AND 6. SERVICES You should have thorough knowledge of client’s products and services because if the respondent asks you something about it so you can give the answers. 7. CONFIDENCE LEVEL You should have the proper confidence level to administer the Interviews. 8. EFFECTIVE COMMUNICATION Your communication should be effective enough so that you can build the rapport with the respondent. 9. PROFESSIONALISM You should be professional on calls while taking Interviews. 58
  59. 59. CONTROL You should have the ability to make a control when your respondent is IRATE or FRUSTRATED. 10. COURTEOUSNESS You should be very polite while making calls. WHY COMMUNICATION SKILLS ARE IMPORTANT The essence of success in the present technological world is "Communication with Impact". Unless you are able to express yourself very clearly, you cannot survive. Let us first understand, why communication skills are necessary  For the Success of any system   For Enhanced Performance   It lets the Listener get the perfect. Idea of What? Why? How? And When?   For Greater Effectiveness   Increase in Motivation for better performance   Seeking/receiving/exchange of Information.  To effectively handle respondents  59  to collect and to Transfer important Data
  60. 60. You are the Voice of the Customer Every word you speak & how you behave on the phone, reflect how we deal with our customer. You are the Face of Organization and our work is to translating customer feedback to insight assessing his mental state One quality necessarily required to be a good listener PAYING ATTENTION There are some common barriers towards paying attention 60 Environmental distraction.
  61. 61. When you are making calls and your collogues are gossiping in loud voice, this creates Environmental distraction. Third ear syndrome. When you are making calls you should avoid what your collogues are talking about. Jumping ahead. You should listen when your respondent is saying something. You should avoid making them interrupting in between. Mental side trips. Some times it happens while listening to the respondent an interviewer feels not interested in their conversations and goes in some kind of thoughts and dreams and don’t listen them carefully. So you should avoid mental side trips. 61 Key constituents of good opening 1. Salutation
  62. 62. Always smile and greet the respondent when you start the call and always Confirm that you are talking to the right person. 2. Self introduction Your self introduction is one of the most important attribute in the call and this introduction only determines that whether the respondent will give you time or not. 3. Permission to continue You should always ask the respondent whether they are giving you the permission to continue the interview or not. 4. Purpose You should always define the purpose of the interview that why we are doing this. 5. Permission to start the int. You should always ask the respondent permission to start the interview 6. Communicating the amount of time it will take Whenever the respondent grants you permission, you should always communicate about the time which will you take for the interview. 62 And one more very important parameter
  63. 63. Enthusiasm & warmth Overriding rules for all calls  Always Smile on calls it cost you nothing and the respondent can hear your smile.  Use respondent name because it sounds professional.  Echo important points so that your respondent can understand that you are acknowledging their concerns or the verbatim correctly.  Acknowledge the customer & problem.  Speak directly into the receiver so that the respondent can hear you properly.  Be nice, respectful and courteous at all the times, even your customer are wrong or rude.  Acknowledge the problem and apologize for them. 63  Treat your customer like you would like to be treated as customer.
  64. 64.  Always thank people for giving you time even if they have no work.  Have patience and do not forget to breath.  Do not displace your frustration onto your customer.  Request permission and offer an apology for interrupting a communication.  Do not, under any circumstances, use foul language. A Few Essentials…  Attending project specific briefing with care to understand each & every part of the work involved in the process of Telecalling.  Always conduct a full dummy / trial / mock interview before start of fieldwork  Always be positive and pleasant in your approach 64  Give proper introduction when you make call.
  65. 65. Strictly follow all instructions and Seek clarification in case of even small doubts. Make your respondent feel comfortable. Willing to again call the respondent for corrections, if required and always come forward to share additional work. Productivity Goals  The timings are from (10:00 am to 6:00 pm) Monday to Saturday.  The work should be start by 10:15 a.m. Sharp.  There will be one 30 min lunch break.  Employees need to give prior intimation if they need a day off for any reason. 65  Sometimes if we need to work on Sunday’s or holidays we will give extra compensation for this.
  66. 66. Team leader will ensure  Complete interviews on time and achieve the desired productivity daily.  Pre tele-calling work Preparation.  Planning the work systematically.  Quota Control.  Allotment of database to interviewer.  Call Barging/Snooping for improving the quality of interviewing.  Quality Consciousness.  Independent does not need constant reminders.  The interviewers are honest in data collection and ensuring Quality of interviews.  Cost Conscious- no unnecessary expenses. 66  Honest, Polite and Strict.  Ability to get good quality work done by interviewers.
  67. 67.  Brings errors to the notice of the Operations-in-charge. QUALITY There will be a provision of call monitoring procedures to meet the quality expectation and the team leader will be listening to the voice logs of the agent on daily basis and on the basis of the quality scores there will be a weekly training program for those interviewers who are not achieving their desired scores on quality norms. There will be a weekly AIP (Agent Improvement Program) and QIP (Quality Improvement Program) 67
  68. 68. PERFORMANCE LINKED INCENTIVE The incentive will be decided on the basis of quality, attendance and achieving of target on daily basis So for an EXAMPLE  If the interviewer has 100 % ATTANDENCE will be entitled for 500/-  If the interviewer has 90 % QUALITY SCORES will be entitled for 500/-  If the interviewer has 100 % TARGET ACHIEVED will be entitled for 500/- So there will be an opportunity for the interviewers to get 1500/- extra The interviewer who will meet above all criteria will be rewarded as employee of the month and his/her photo will be hanged on the WALL OF FAME and for whole month he/she will be treated as
  69. 69. KING/QUEEN For Every extra done interview an interviewer will have privilege to earn extra on their efforts! DESCIPLINE There are many things in life that we like to do but should not - eating junk food, sitting late at offices even when it is not required, browsing the net without a purpose, all these adds up to make a person unproductive and inefficient in the long run.  69  No personal mail will be entertained during the office hours.  No personnel call will be made by the interviewers from the official phone.
  70. 70.  No eatables are allowed on the floor during the office hours.  Respect should be maintained towards seniors.  There is a one hour lunch break.  Lunch will be held during the lunch hours time only.  No CASUALS are allowed on weekdays but for Saturday and Sunday. 70
  72. 72. Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, South Korea and is the second largest and the fastest growing car manufacturer in India. HMIL presently markets 20 variants of passenger cars in six segments. The Santro in the B segment, Getz Prime in the B+ segment, the Accent and Verna in the C segment, the Elantra in the D segment, the Sonata Embera in the E segment and the Tucson in the SUV segment. Hyundai Motor India, continuing its tradition of being the fastest growing passenger car manufacturer, registered total sales of 299,513 vehicles in calendar year (CY) 2006, an increase of 18.5 percent over CY 2005. In the domestic market it clocked a growth of 19.1 percent a compared to 2005, with 186,174 units, while overseas sales grew by 17.4 percent, with exports of 113,339 units. HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the most advanced production, quality and testing capabilities in the country. In continuation of its investment in providing the Indian customer global technology, HMIL is setting up its second plant, which will produce an additional 300,000 units per annum, raising HMIL’s total production capacity to 600,000 units per annum by end of 2007. HMIL is investing to expand capacity in line with its positioning as HMC’s global export hub for compact cars. Apart from expansion of production capacity, HMIL plans to expand its dealer 72
  73. 73. network, which will be increased from 183 to 250 this year. And with the company’s greater focus on the quality of its after-sales service, HMIL’s service network will be expanded to around 1,000 in 2007. The year 2006 has been a significant year for Hyundai Motor India. It achieved a significant milestone by rolling out the fastest 300,000th export car. Hyundai exports to over 65 countries globally; even as it plans to continue its thrust in existing export markets, it is gearing up to step up its foray into new markets. The year just ended also saw Hyundai Motor India attain other milestones such as the launch of the Verna and yet another path-breaking record in its young journey by rolling out the fastest 10,00,000th car. The Hyundai Verna has bagged some of the most prestigious awards starting with the title of "Car of the Year 2007" by India's leading automotive publication – Overdrive, the “Best Mid-size Car of the Year” award by the NDTV Profit C&B Awards 2007, the “Best Value for Money Car” by the CNBC Autocar Auto awards and ‘Performance Car of the Year 2007’ from Business Standard Motoring. Last Year Sonata Embera won the ‘Executive Car of The Year 2006’ award from Business Standard Motoring Magazine and NDTV Profit – Car & Bike declared the Tucson as the ‘SUV of The Year 2006’. HMIL has also been awarded the benchmark ISO 14001 certification for its sustainable environment management practices. 73
  74. 74. Hyundai and Kia together have R&D centres in the United States, Europe, Japan apart from the global R&D headquarters at Ulsan, Korea. The Hyundai Motor Group has recently dedicated an annual R&D spend of close to US$ 2 Billion, up from US$ 1.2 Billion to enhance its thrust on new product development and achieve global quality benchmarks by year 2005. This includes the $30 Mn Hyundai-Kia Design and Technical Center in Irvive, California. the award winning FuThe R&D team focuses on the development of new products and technologies that include interior and exterior design changes, development of new generation engines and alternate fuel systems, concept vehicles and advanced passenger safety and comfort systems, in line with evolving customer preferences across the globe. Recent successes of the team include the development of the Hyundai patented Common Rail Direct Injection (CRDi) engine in association with Detroit Diesel anel Cell Santa FE. Some of the ongoing projects that the Hyundai R&D team is involved in 74 include the development of the 'World Engine' in association with Daimler Chrysler and Mitsubishi and the development of Automotive
  75. 75. In HYUNDAI Project I had to taken online telephonic interview of Hyundai customers on behalf of Hyundai Company regarding feedback of servicing of Hyundai vehicle. Criteria for interview We had to take the interview of those customer who, and their family member do not work in- Advertising agency, Market research, Any automobile related industry including distributors ,parts stockiest . He/she must be the owner of the vehicle or vehicle is registered in the name of someone in their immediate family. He/she must be the user of the vehicle. 75 He/she must took the Hyundai vehicle for recent service, means he/she went to the service centre for last servicing. He/she must visit the service centre for servicing between October 08-March 09. He/she must be responsible for the servicing and maintenance of the vehicle. 1. In C. L. T. (Central location test) I did scrutiny of the respondent, who were intender ,means they were willing to purchase bike in next coming 3 months, but the bike must be one of these- “Passion plus, passion pro, platina125, platina100, CD deluxe, splender plus”. Criteria Respondent and his/her family member must not work in Market research, banking and financial institution, automobile industry ,advertising agency.
  76. 76. Respondent must visited the showroom for enquiry and taking quotation within last 6 months. He must be aware about the cc and on road price of the bikes. Respondent age must be between 18-50 yr. If respondent is willing to purchase the bike on finance then he must remember the E. M. I., rate of interest, and downpayment of the showroom( he visited for the inquiry) Respondent education and occupation match with the S.E.C.(Social economic class) In FAITH project I did scrutiny of done interviews. This project was basically for Vodafone customer services 76 Company was trying to find out the most popular service, what is the reason behind the popularity of that service, why customers are liking that service. Responses will help in making better demanding service. The year 2008 has been a significant year for Hyundai :- The year 2008 has been a significant year for Hyundai Motor India. It achieved a significant milestone by rolling out the fastest 300,000th export car. Hyundai exports to over 65 countries globally; even as it plans to continue its thrust in existing export markets, it is gearing up to step up its foray into new markets. The year just ended also saw Hyundai Motor India attain other milestones such as the launch of the Verna and yet another path-breaking record in its young journey by rolling out the fastest 10,00,000th car.
  77. 77. 77 Studies of research :- As after conducting a number of interviews between Hyundai customers through CATI . I came to find out that the customers are very much satisfied by the quality of vehicle they produce that is all it’s various models such as Santro, Verna , i10 ,Getz ,Accent etc. Hyndai Santro is the most sold car of the company and it has been the base of the success of the company in India. One another vehicle of the company is having a brief control over the
  78. 78. market these days and that is Hyndai i10, this car has been one of the most successful cars of the company in recent times. As most of the customers of the company are from higher middle class group so as there cars has been there dream to them so they responded in very well manner but some of the customers who were basically having a problem with any kind of promises made by the company and haven’t been fulfilled were very upset and due to which they do not responded to the survey in a proper way. As the findings of the research I could say that the company is doing very good business in India and having a very high rate of growth chances in this region as there technology in the small cars have been the best in comparisons with there competitors like Maruti, Tata etc. 78 LEARNINGS It has been really learning experience while doing this research project on behalf of Hyundai , here I came to know about the various applications to be utilized to face a customer. It is such a time when customers acts like god to the producers, and by doing this
  79. 79. eventful and prestigious project I understood about what importance a customer actually has for the top companies ,also what is the value of there feedback to the company.For such a kind of response to the customers I have been really the fan of Hyundai as they use to respond very quickly to the customers complaints and feedbacks. 79 SUGGESTIONS AND RECOMMEDATIONS As after having a two months project on customer satisfaction for Hyundai motors india ltd. I could say that the companies product Hyundai Verna is having a little bitt problems with the brakes and the rim of the front tiers are a little bit longer due to which thetyres are wasted very soon , due to which most of the customers feels very rusty in this case so this is a cause of concern. Therefore , the companies technical teams should work on this problem and find out a solution as soon as possible . The other important finding of the research is that the customers are very much atisfied by the companies product but they do not feel happy about the servicing facilities available to
  80. 80. them at the service stations . Most of people are unsatisfied due to improper behavior of the servicing incharge,service centre owners behavior,or the staffs,or the time taken to service the vehicle,even some people think that whatever the money they have been charged for servicing are very high . Therefore in my point of views the company should improve it’s customer relationship management functions and also a proper instruction should be given to the servicing centre managers about there misconducts and they should be warned in such a way so that tey mey not repeat the same mistajke again. As the company would be very much beneficial of the research work we had completed during (april – june ,2009). This would help the company in further making the strategies of the company. 80 Bibliography Books : Marketing Management book by Sir Philip Kotler GJU course book of Marketing management Consumer Behaviour book by Sir Del I Hawkin Advertisement and Sales promotion by Sir S H H Kazmi Internet :
  81. 81. 81