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- 2. Introduction
Customer satisfaction towards automobile industry in
Dehradun” is defined as an "evaluation of the perceived
discrepancy between prior expectations and the actual
performance of the product”.
Satisfaction of customers with products and services of a
company is considered as most important factor leading
toward competitiveness and success.
Customer satisfaction makes the customers loyal to one
automobile industry. Previous researchers have found that
satisfaction of the customers can help the brands to build
long and profitable relationships with their customers.
Copyright©Shahzad
- 3. Introduction to the Industry
• The automobile industry in India—the tenth largest in
the world with an annual production of approximately 2
million units—is expected to become one of the major
global automotive industries in the coming years.
• A number of domestic companies produce automobiles in
India and the growing presence of multinational
investment, too, has led to an increase in overall growth.
Following the economic reforms of 1991 the Indian
automotive industry has demonstrated sustained growth as
a result of increased competitiveness and relaxed
restrictions. The monthly sales of passenger cars in India
exceed 100,000 units.
Copyright©Shahzad
- 5. Research Objective
To study customer satisfaction towards Automobile Industry in Dehradun
To analyze customer satisfaction towards after sales service of automobiles in
Dehradun
To analyze customer preference towards Automobiles in Dehradun
Hypothesis 1:
• H0: Customers are not satisfied towards Automobiles in Dehradun
• H1: Customers are satisfied towards Automobiles in Dehradun
•
Hypothesis 2:
• H0: Customers are not satisfied towards after sales service of automobiles in
Dehradun
• H1: Customers are satisfied towards after sales service of automobiles in
Dehradun
Hypothesis 3:
• H0: Customers have no brand preference towards automobile
• H1: Customers have no brand preference towards automobile
Copyright©Shahzad
- 6. Review of Literature
• Mahapatra, kumar and Chauhan (2010) mentioned a study
on “customer satisfaction, dissatisfaction and post purchase
evaluation: an empirical study on small size passenger cars in
India” with the main objectives to examine the satisfaction and
impact on future purchase decision and explore the
performance of different attributes in automobile in giving
satisfaction to customer with the sample size of 150 customers
and they revealed from this study that customers are highly
satisfied with the performance of attributes like pickup, wipers,
etc. and other attributes like pollution, engine, battery
performance, and pick up influence the consumer future
purchase decisions and consumer give the more importance to
these factors.
Copyright©Shahzad
- 7. • Abhijeet Singh (2011) Tata Motors uses a customer
relationship management and dealer management system
(CRM-DMS) which integrates one of the largest applications in
the automobile industry, linking more than 1200 dealers across
India.CRM DOS has helped Tata Motors to improve its
inventory management, tax calculation and pricing. This system
has also proved to be beneficial to dealers because it has
reduced their working capital cost
• Parasuraman et.al: Work done by Parasuraman et.al. Between
1985 and 1988 provides the basis for the measurement of
customer satisfaction with a service by using the gap between
the customer's expectation of performance and their perceived
experience of performance. This provides the measurer with a
satisfaction "gap" which is objective and quantitative in nature.
Copyright©Shahzad
- 8. Research Methodology
• Research methodology is a process to systematically solve
the research problem. It may be understood as a science of
studying how research is done scientifically. Why a research
study has been undertaken, how the research problem has
been defined. In what way and why the hypothesis has been
formulated, what data have been collected and particular
method has been adopted. Why particular technique of
analyzing data has been used and a host of similar other
questions are usually answered when we talk of research
methodology concerning a research problem or study.
Copyright©Shahzad
- 9. • Research design
Study design : The study conducted would be mainly
Descriptive and analytical. It is mainly to comparative analyzing the effect of
sales services on customer satisfaction.
• Data sources
• Primary data source : 1-5 likert scale
questionnaires
Secondary data source : books, internet
• Sample design
• Universe size : finite (employees
working in banks under study)
Sample size : 60
• Sample unit : 1
• Statistical Tools Used : Through bar diagrams,
pie charts and T test
•
•
Copyright©Shahzad
- 10. Data Analysis
Copyright©Shahzad
•YOU ARE SATISFIED WITH THE MILAGE OF THE CAR
YOU ARE SATISFIED WITH THE ECONOMY OF THE CAR
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Strongly
Disagree
8 13.3 13.3 13.3
Disagree 7 11.7 11.7 25.0
Agree 10 16.7 16.7 41.7
Strongly Agree
35 58.3 58.3 100.0
Total 60 100.0 100.0
- 11. Copyright©Shahzad
2. YOU ARE SATISFIED WITH THE COMFORT OF THE CAR
YOU ARE SATISFIED WITH THE COMFORT OF THE CAR
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly
Disagree
8 13.3 13.3 13.3
Disagree 7 11.7 11.7 25.0
Agree 16 26.7 26.7 51.7
Strongly Agree 29 48.3 48.3 100.0
Total 60 100.0 100.0
- 12. Copyright©Shahzad
YOU ARE SATISFIED WITH THE SPARE PARTS OF THE CAR
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Strongly Disagree 15 25.0 25.0 25.0
Disagree 6 10.0 10.0 35.0
Neither agree nor
disagree
2 3.3 3.3 38.3
Agree 20 33.3 33.3 71.7
Strongly Agree 17 28.3 28.3 100.0
Total 60 100.0 100.0
3. YOU ARE SATISFIED WITH THE SPARE PARTS OF THE CAR
- 13. Copyright©Shahzad
YOU ARE SATISFIED WITH THE INTERIORS OF THE CAR
Frequency Percent Valid Percent Cumulative
Percent
Valid
Disagree 8 13.3 13.3 13.3
Agree 13 21.7 21.7 35.0
Strongly
Agree
39 65.0 65.0 100.0
Total 60 100.0 100.0
4. YOU ARE SATISFIED WITH THE INTERIORS OF THE CAR
- 14. Copyright©Shahzad
YOU ARE SATISFIED WITH THE ECONOMY OF THE CAR
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Disagree 8 13.3 13.3 13.3
Neither agree nor
disagree
4 6.7 6.7 20.0
Agree 9 15.0 15.0 35.0
Strongly Agree 39 65.0 65.0 100.0
Total 60 100.0 100.0
5. YOU ARE SATISFIED WITH THE ECONOMY OF THE CAR
- 15. Copyright©Shahzad
Improvement
Changes
Taken
Highly
effective
Effective Moderate In Effective
Highly ineffective
Total
Reduction in price
4 6 4 4 0 18
Better Comfort in cars
6 0 6 4 0 16
Better after sales
services
2 6 0 0 8 16
Better Interiors
2 0 2 0 6 10
Total
14 12 12 8 14 60
CHI SQUARE TEST
STATISTICAL ANALYSIS
CHI-SQUARE TEST
Cross tabulation between the changes taken for customer satisfaction towards automobile industry and improvement of
customer satisfaction towards automobile industry.
- 16. Conclusion
• It has been observed that most customers are satisfied with
pre sales services similarly most of these customers are
dissatisfied with the post sales service which is the matter of
concern for the company. Maruti Suzuki needs to improve
some parts of products specifically the interiors. High
customer satisfaction level helps the company to retain its
existing customer as well as generate new customer through
word to mouth publicity.
• Customer satisfaction index is a good tool to make
improvements in the products and services of the company.
And therefore should utilize carefully & kept as confidential
as possible.
Copyright©Shahzad
- 17. Bibliography and Reference
• BIBLIOGRAPHY
Marketing Management by Philip Kotler, the millennium edition
• Research Methodology-C.R. Kothari.2nd
edition
• Website visited –
www.marutisuzuki.com
www.automotive.co
www.marutiudyog.com
• Newspaper-business standards, Dainak Gajran, Times of India, etc.
Copyright©Shahzad
- 18. • REFERENCE
• Kotler, Philip, Marketing Management, 9th ed., Prentice Hall, Upper
Saddle River, NJ., 2004 |
• Vijay Upagade and Arvind Shende, Research Methodology, Sultan sons,
New Delhi,2012,2nd Edition |
• Ashok J., A Study on Developing Strategies to improve the sales of Maruti
Zen Passenger cars , International Journal of Management Science, Vol.1,‟
No.1, July 2005,pp.24. |
• Dr.V.K.Kaushik and Neeraj Kaushik., “Buying behavior for passenger cars:
A study in Southwest Haryana”, Indian Journal of Marketing, Vol.38, No.5,
June 2008, pp.17 |
• Baumgartner, G and Jolibert, A (2008), “Consumer Attitudes Towards
Foreign Cars”, International Business Studies II (Spring), pp.71 - 80. |
• Clement Sudhakar J., and Venkatapathy R., „A Study on Automobile
Purchase – Peer Influence in Decision Making , Indian Journal of‟
Marketing, Vol.35, No.6, June 2009, p.16 |
• Rao, V. R., & Kumar, R. V. (2012).” Customer Satisfaction towards Tata
Motors”. South Asian Journal of Marketing and Management Research,
Vol.2(4), pp. 127-150. | http://www.autoindia.com | http:// www.autofourm.
Copyright©Shahzad
- 19. Questionnaire
Copyright©Shahzad
Please Stock Market (/) mark to give your responses for the following questions
1=strongly disagree, 2= disagree, 3= neutral, 4= agree, 5= strongly agree
S. No. 1 2 3 4 5
YOU ARE SATISFIED WITH THE ECONOMY OF THE CAR
YOU ARE SATISFIED WITH THE COMFORT OF THE CAR
YOU ARE SATISFIED WITH THE SPARE PARTS OF THE CAR
YOU ARE SATISFIED WITH THE INTERIORS OF THE CAR
YOU ARE SATISFIED WITH THE ECONOMY OF THE CAR
YOU ARE SATISFIED WITH THE MAINTENANCE CHARGES OF THE CAR
YOU ARE SATISFIED WITH THE Price OF THE CAR
YOU ARE SATISFIED WITH THE Comfort OF THE CAR
YOU ARE SATISFIED WITH THE Company's past financial record OF THE CAR
YOU ARE SATISFIED WITH THE Brand name OF THE CAR
YOU ARE SATISFIED WITH THE Shape and size OF THE CAR
YOU ARE SATISFIED WITH THE Technical aspect OF THE CAR
