A comparative study on customer satisfaction

1. MANAGEMENT THESIS
FINAL REPORT
“A comparative study on customer satisfaction with respect to
services provided by Maruthi Suzuki India Ltd. and Tata
Motors in Hassan City”
Submitted to:
Mrs Bhavani BS
Faculty In-charge,
INC Hassan.
Submitted by:
Jaya Prakash DC
7NBHS013
INC Hassan
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2. 2

3. CERTIFICATE
This is to certify that the thesis entitled “A comparative study on customer satisfaction with
respect to services provided by Maruthi Suzuki India Ltd.and Tata motors in Hassan city”
submitted by Jaya Prakash DC in partial fulfillment of the requirements for the award of
degree of Master of Business Administration is a record of bonafide research work carried
out by him during the period of his study in this college, under my guidance and supervision
and the thesis has not previously formed the basis for the award of any degree, diploma,
associateship, fellowship or other similar titles.
Hassan
17th oct, 2008
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4. Acknowledgement
I avail this opportunity to express my deep sense of gratitude and warm regards to
head of Maruthi Suzuki India Ltd Mr Ashokan for his constant support and advice.. Without
his support my work could not have been realized.
I feel honored to express my deep sense of gratitude to Mr.Raghunandan,Head of Tata
motors showroom in Hassan city for his constant support and advice
It is my pleasure to acknowledge for the critical suggestions and information given
by users of maruthi and Tata vehicle that fuelled me energy in each and every step of my
journey.
I will be erring in great if I do not acknowledge sincere thanks to our beloved center head
Maj (Rtd)CU Monnappa for the valuable help, suggestions and inspiring guidance. Ever
cherishing, never bothering and his very basic attitude served as a drive, which forced me to
foresee things beyond my limit.
I feel honored to express my deep sense of gratitude to my faculty supervisor Mrs
Bhavani BS for the constructive criticism, suggestions and expert advice during the period of
research.
I take pleasure in expressing gratitude to my parents and affectionate brother for their
needful help, love and affection
I owe special thanks to my friends for the invaluable timely help
Hassan
14th Oct 2008 Jaya Prakash DC
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5. Declaration
I Jaya Prakash DC, hereby declare that this Management thesis- I work entitled “A
comparative study on customer satisfaction with respect to services provided by Maruthi
Suzuki India Ltd.and Tata motors in Hassan city”” is my work, carried out under the
guidance of my faculty Supervisor Mrs Bhavani BS.
Date: October 17, 2008. Name: Jaya Prakash DC
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6. Table of Contents
Chapter 1 : Introduction:
Overview of the topic
Need for research
Objectives
Limitations
Methodology
Chapter 2 : Sector profile
Introduction
Investment in auto sector
Chapter 3 : Company profile
Tata motors
Maruthi Suzuki
Chapter 4 : Data analysis and interpretation
Chapter 5 : Findings and suggestions
Chapter 6 : Conclusion
Chapter 7 : Annexure
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7. INTRODUCTION
 OVERVIEW OF THE TOPIC
 NEED FOR RESEARCH
 OBJECTIVES
 METHODOLOGY
 LIMITATIONS
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8. Overview of the topic and its importance:
In my Management Thesis, I analyse the services provided by Maruthi Suzuki india Ltd. in
comparison with Tata motors in Hassan City based on customer perception
Both outlets have got their own brand image and customers. Through the service which they
are providing to their customers we can know how both are competing.
Need for Research:
As we all know automotive sector is challenging industry, by providing the different services
to their regular customers they can build the customer relationship and increase their
business. Also need to study the period from when they are using their products in Hassan
city and features offered by them like comfort, safety, space, maintainence, offers and
discounts and brand loyalty. I want to know what the current services are provided by
Maruthi Suzuki india Ltd. and Tata motors in Hassan City
OBJECTIVES
• To know what are the different services provided to the customers of Hassan.
• To know the perception of customers towards Maruthi and Tata motors in Hassan
• To know whether the customer is satisfied with the services provided.
• To know whether people preference varies with the services provided.
• To know about the marketing strategies adopted by them.
• To know whether they are successful in attracting the customers by marketing
services adopted by them.
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9. • To study the infrastructure of both the outlets.
• To study the financial assistance of Maruthi and Tata motors to its customers.
• To study the brand loyalty of customers towards both outlets.
• To study whether automotive sector is having more scope in Hassan.
LIMITATIONS:
• The response from the customer may be biased.
• Since the sample size is limited, it may lead to the partial true factor about the
research.
• Time constraint
• Area limitation
• Sampling error while collecting, coding and decoding.
METHODOLOGY
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10. The objective of the present study can be accomplished by conducting a systematic market
research. As marketing research is a systematic and formalized process, it follows a certain
sequence of research actions.
• Formulating the problem and developing objectives of research
Problem formulation based on hypothesis.The objective of research is to collect relevant
information from the targeted sample and use that for further study.
Hypothesis
Null Hypothesis: Hassan customers are not satisfied with the services provided by maruthi
rather than tata motors
Alternate Hypothesis: Hassan customers are more satisfied with the services provided by
maruthi rather than tata motors
• Designing the research plan
The design of the research plan determines the tools and techniques that are employed for
conducting marketing research. The present study involves descriptive research as the
problem is clearly defined
• Sources of data
Data for a research can be collected from two sources
• Primary data
• Secondary data
Primary data is first hand data collected from respondents. collect information regarding
different services provided by outlet from individual customer using questionnaire.Secondary
data is collected from already available sources like published papers, journals, magazines
etc... Collect secondary data regarding what are the other services they can provide to
customers.
• Data collection techniques
Primary data is collected by surveying the sampling units or the elements of the sampling
units. Survey will be conducted with the use of structured questionnaire. The questionnaires
will contain both open-ended and close-ended questions.
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11. • Sampling plan
Interview 120 customers (60 of each outlet) through the questionnaire to Know what kinds
of services outlets currently providing. Sample will be selected from the population of
Hassan using the Simple Random Method Questionnaire will be prepared and used, which
meets the requirements of project title for conducting survey .Survey will be conducted
through Personal Interview.
• Analyze the collected information
This involves converting raw data into useful information. It involves tabulation of data and
using statistical measures on them for developing frequency distributions and calculating the
averages and dispersions
• Report research findings
This phase will mark the culmination of the marketing research effort. The report with the
research findings is a formal written document. The research findings and personal
experience will be used to propose recommendations
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12. SECTOR PROFILE
 INTRODUCTION
 INVESTMENT IN AUTO
SECTOR
Automotive sector
India is emerging as one of the most attractive automotive markets in the world, and is poised
to become a key sourcing base for auto components.
The automotive sector offers significant employment opportunities. It employs 0.45 million
people directly and around 10 million people indirectly. The automobile industry had a
growth of 15.4 % during April-January 2007, with the average annual growth of 10-15% over
the last decade or so.
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13. The Indian automobile industry is going through a technological change where each firm is
engaged in changing its processes and technologies to sustain the competitive advantage and
provide customers with the optimized products and services.
Starting from the two wheelers, trucks, and tractors to the multi utility vehicles, commercial
vehicles and the luxury vehicles, the Indian automobile industry has achieved tremendous
amount of success in the recent years.The key players like
Hindustan Motors,
Maruti Udyog,
Fiat India Private Ltd,
Tata Motors,
Bajaj Motors,
Ashok Leyland,
Hero motors
Mahindra & Mahindra
have been dominating the vehicle industry. A few of the foreign players like
Toyota Kirloskar Motor Ltd.,
Skoda India Private Ltd.,
Honda Siel Cars India Ltd.
have also entered the market and have catered to the customers’ needs to a large extent
Investment in auto sector
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14. Nearly every automobile company is investing at a higher rate than ever before to achieve a
high growth trajectory. The overall investment in the sector has been increasing quite
rapidly. It is expected that by the end of 2010 Indian automobile sector will be investing a
huge amount as Rs. 30,000 crores.
For example, tvs motors have plans of investing Rs. 250crores; the Tata Motors is coming
up with more investmen t of Rs. 2,000 crores in its compact car project. Not only the Indian
companies but also foreign players like Hyundai are coming up with the investment of more
than Rs. 3,800 crores in India.
According to the Society of Indian Automobile Manufactures (SIAM) automobile
exports in the last five years are as follows:
The market shares of the segments of the automobile industry
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15. COMPANY PROFILE
 INTRODUCTION TO TATA
MOTORS
 INTRODUTION TO MARUTHI
SUZUKI
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16. COMPANY PROFILE(TATA MOTORS)
Founded : 1945
Founder : JRD Tata
Head quarters : Mumbai,India
Key people : Ratan Tata,Chairman
Products : Automobile and engines
Parent : Tata group
Subsidiaries : Jaguar cars,Land Rover,Tata Daewoo
Tata motors Ltd. formerly known as TELCO(Tata Engineering and Locomotive Company) is
India’s largest passenger automobile and commercial vehicle manufacturing company.The
company manufactured its first commercial vehicle in 1954 in collaborationwith Daimler
Benz AG,which ended in 1969.
Tata motors has its manufacturing base in Jamshedpur,Pantnagar,Lucknow,Pune and Singur.
Tata motors ( Hassan)
Show room : Auto matrix
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17. Location : Thaneer Halla
Head : Raghunandan
No. of employees : 40
Delivery time : 4 weeks after booking
Service station : one
COMPANY PROFILE(MARUTHI SUZUKI INDIA Ltd.)
Founded : 1981
Head quarters : Haryana,India
Key people : Shinzo Nakanishi,CEO
Jagadish Khattar,MD
Products : Automobile and engines
Parent : Suzuki
Maruthi Suzuki India Ltd. is a leading four wheeler automobile manufacturer in South Asia.
Suzuki motor corporation of Japan holds a majority stake in the company.It was the first
company in India to mass produce and sell more than a million cars.It is largely credited for
having brought in an automobile revolution to India.On September 2007,Maruthi udyog was
renamed to maruthi Suzuki India ltd.
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18. MISSION
To develop life time relationship with our customers by ensuring outstanding purchase experience and to
provide safe, reliable and responsive after sales services.
VISION
To achieve market leadership, to provide security to the company and its employees while maximizing return on
investments of our shareholders.
Maruthi Suzuki (Hassan)
Show room : Venkat motors
Location : Thaneer Halla
Head : Ashokan
No. of employees : 45
Delivery time : Depend on model
Service station : one
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19. 19

20. Income per Number of %
month Respondents
(100)
5,000 – 10,000 5 5%
10,000-15,000 25 25%
15,000-20,000 34 34%
20,000 & above 36 36%
ANALYSIS AND INTERPRETATIONS
Table 1: Respondents with different income group
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21. Interpretation 1
Interpretation: Table 1 is a tabulation of the respondents with different income group.Of 100
respondents, 5% are in income category(5,000-10,000),25% are in income
category(10,000-15,000),34% are in income category(15,000-20,000)36% are In income
category(20,000 & above)
(2)Which company vehicle do you have?
(a) Tata motors (b) Maruthi (c) others
Preference Maruthi Tata
60% 40%
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22. Interpretation 2
Interpretation: Table 2 is a tabulation of the respondents with preference towards maruthi and
tata.60% of respondents prefer maruthi and 40% of surveyed respondents prefer tata.
(3) From how many years do have this vehicle?
(a) 2 to 5 yrs (b) 5 to 10 yrs (c) 10 to 15 yrs
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23. Usage Maruthi Tata
2 to 5 yrs 52% 39%
5 to 10 yrs 38% 61%
10 to 15 yrs 10% 0%
c
Interpretation 3
Interpretation: Table 3 shows that 52% of the surveyed respondents using maruthi from 2 to 5 years
,38% from 5 to 10 years ,10% from 10 to 15 years
Table 3 shows that 39% of the surveyed respondents using maruthi from 2 to 5 years ,61%% from
5 to 10 years and no one from 10 to 15 years
(4)What version of vehicle do you have?
(a) Petrol version (b) Diesel version (c) Petrol with LPG kit
Version Maruthi Tata
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24. Petrol version 54% 19%
Diesel Version 26% 69%
Petrol with LPG kit 20% 12%
Interpretation 4
Maruthi :Out of 100 respondants surveyed ,54% are having petrol version,26% using diesel
version and 20% using petrol with LPG kit
Tata:Out of 100 respondants surveyed ,19% are having petrol version,69% using diesel
version and 12% using petrol with LPG kit
(5) For what do you make use of this vehicle?
(a) Commercial purpose (b) Personal purpose (c) Both
Purpose Maruthi Tata
Personal purpose 82% 22%
Commercial purpose 12% 67%
Both 6% 11%
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25. Interpretation 5
Maruthi :Out of 100 respondants surveyed ,82% are using maruthi for personal purpose,
12% using for commercial purpose and 6% using for both.version,
Tata: Out of 100 respondants surveyed ,22% are using Tata for personal purpose, 67% using
for commercial purpose and 11% using for both.version,
(6) How often you get your vehicle serviced?
(a) 3 months (b) 6 months (c) 1 year
Service Maruthi Tata
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26. 3 months 57% 36%
6 months 33% 52%
1 year 10% 12%
Interpretation 6
Maruthi :Out of 100 respondants surveyed ,57% are using maruthi from 3 months, 33%
using from 6 months and 10% using from 1 year,
Tata: Out of 100 respondants surveyed ,36% are using Tata from 3 months, 52% using from
6 months and 12% using from 1 year,
(7) How about interaction of sales person with you?
(a)Excellent (b) Good (c) Fair (d) Poor
Sales person interaction Maruthi Tata
Excellent 39% 31%
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27. Good 49% 53%
Fair 12% 16%
Poor 0% 0%
Interpretation 7
Maruthi :Out of 100 respondants surveyed ,39% of respondents are highly satisfied with the
interaction of sales person,49% are moderately satisfied ,12% are satisfied and no one with
dissatisfied with the sales person interaction.
Tata: Out of 100 respondants surveyed ,31% of respondents are highly satisfied with the
interaction of sales person,53% are moderately satisfied ,16% are satisfied and no one with
dissatisfied with the sales person interaction.
(8) Are you satisfied with your vehicle?
(a) Yes (b) No
Satisfaction level Maruthi Tata
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28. Yes 89% 67%
No 11% 33%
Interpretation 8
Maruthi :Out of 100 respondants surveyed ,89% of respondents are highly satisfied with the
vehicle and 11% seems to be dissatisfied.
Tata: Out of 100 respondants surveyed ,67% of respondents are highly satisfied with the
vehicle and 33% seems to be dissatisfied.
(9) Can you rate the satisfaction level with respect to features?
Features Excellent Good Fair
Fuel efficiency
Durability
Style
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29. Others
Fuel efficiency Maruthi Tata
Excellent 53% 41%
Good 37% 33%
Fair 10% 26%
Interpretation 9
Maruthi :Out of 100 respondants surveyed ,53% of respondents are of the opinion that fuel
efficiency of maruthi vehicle is excellent,37% as good and only about 10% showing it as fair.
Tata: Out of 100 respondants surveyed ,41% of respondents are of the opinion that fuel
efficiency of maruthi vehicle is excellent,33% as good and only about 26% showing it as fair.
Durability Maruthi Tata
Excellent 51% 41%
Good 48% 39%
Fair 11% 20%
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30. Interpretation 10
Maruthi :Out of 100 respondants surveyed ,51% of respondents are of the opinion that
durability of maruthi vehicle is excellent,48% as good and only about 11% showing it as fair.
Tata: Out of 100 respondants surveyed ,41% of respondents are of the opinion that
durability of tata vehicle is excellent,39% as good and only about 20% showing it as fair.
Style Maruthi Tata
Excellent 44% 32%
Good 53% 44%
Fair 3% 24%
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31. Interpretation 11
Maruthi :Out of 100 respondants surveyed ,44% of respondents are of the opinion that style
of maruthi vehicle is excellent,53% as good and only about 3% showing it as fair.
Tata: Out of 100 respondants surveyed ,32% of respondents are of the opinion that style of
tata vehicle is excellent,44% as good and only about 24% showing it as fair.
(12) Given the option to purchase a new vehicle, which company you opt?
(a) Tata (b) Maruthi (c) others
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32. Preference Respondents
Maruhi 58%
Tata 23%
Others 19%
Interpretation 12
Out of 100 respondants surveyed ,58% of respondents prefer maruthi given the option,24%
will go for tata and rest 19% for other vehicles..
(13) How much time it took for you to get your vehicle after booking?
(a)1 month (b)3 months (c)6 months
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33. Vehicle after booking Maruthi Tata
1 month 12% 53%
3 month 57% 37%
6 month 31% 10%
Interpretation 13
Maruthi :Out of 100 respondants surveyed ,12% of respondents using maruthi from 1
month,57% from 3 months and 31% from 6 months.
Tata:Out of 100 respondants surveyed ,53% of respondents using maruthi from 1 month7%
from 3 months and 10% from 6 months.
(14) Are you satisfied with the offers provided to purchase the vehicles?
(a) yes (b) No
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34. Offers Maruthi Tata
Yes 63% 41%
No 37% 59%
Interpretation 14
Maruthi :Out of 100 respondants surveyed ,63% of respondents are satisfied with the offers
provided by maruthi
Tata: Out of 100 respondants surveyed ,41% of respondents are satisfied with the offers
provided by Tata
(13) Are you satisfied with the number of service stations in Hassan city?
(a) Yes (b) No
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35. Service stations Maruthi Tata
Yes 61% 30%
No 39% 70%
Interpretation 15
Maruthi :Out of 100 respondants surveyed ,61% of respondents are satisfied with the
service stations of maruthi
Tata: Out of 100 respondants surveyed ,30% of respondents are satisfied with the service
stations 0f Tata
(16) How you got to know about this showroom?
(a) Television (b) News paper (c) word of mouth
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36. Information Maruthi Tata
Television 52% 49%
News paper 32% 38%
Word of mouth 16% 13%
Interpretation 16
Maruthi :Out of 100 respondants surveyed ,52% of respondents got to know about maruthi
by television,32% by means of newspaper and remaining 16% by means of word of mouth.
Tata: Out of 100 respondants surveyed ,49% of respondents got to know about maruthi by
television,38% by means of newspaper and remaining 13% by means of word of mouth.
(17) Have you ever felt that the services assured to your vehicle during purchase time
are not fulfilled after you bought?
(a) Yes (b) No
Service fulfillment Maruthi Tata
Yes 11% 13%
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37. No 89% 87%
Interpretation 17
Maruthi :Out of 100 respondants surveyed ,89% of respondents are of the opinion that
services assured to the vehicle during purchase time are fulfilled after purchase.
Tata: Out of 100 respondants surveyed , 87% of respondents are of the opinion that services
assured to the vehicle during purchase time are fulfilled after purchase
(18) Are you satisfied with the EMI provided to your vehicle?
(a) Yes (b) No
EMI Maruthi Tata
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38. Yes 77% 83%
No 33% 17%
Interpretation 18
Maruthi :Out of 100 respondants surveyed ,77% of respondents are satisfied with the EMI
options of maruthi
Tata: Out of 100 respondants surveyed , 83% of respondents are satisfied with the EMI
options of Tatasince most of the customers of tata use vehicle for commercial purpose.
(19)Are you comfortable with the interest percentage for loan Option?
(a)Yes (B) No
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39. Interest percentage Maruthi Tata
Yes 36% 66%
No 64% 44%
Interpretation 19
Maruthi :Out of 100 respondants surveyed ,36% are comfortable with the interest
percentage for loan Option .
Tata: Out of 100 respondants surveyed , 66% of respondents are comfortable with the
interest percentage for loan Option of Tata since most of the customers of tata use vehicle for
commercial purpose
(20)Who influenced you to buy this vehicle?
(a )Motive
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40. (b) Friends
(c) Advertisements
(d)The person who is already using this vehicle
Influence Respondents
Motive 13%
Friends 44%
Advertisements 33%
The person already using the 10%
vehicle
Interpretation 20
Out of 100 respondants surveyed ,13% of respondents purchase the vehicle because of
personal motive and 44% by friends 33% by advertisements and 10% by the influence of the
person who is already using the.
(21)How you feel about the after sales services offered?
(a) Highly satisfied (b) satisfied (c) Not satisfied
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41. After sales services Maruthi Tata
Highly satisfied 44% 39%
Satisfied 33% 40%
Not satisfied 23% 21%
Interpretation 21
Maruthi :Out of 100 respondants surveyed ,44% are highly satisfied with the after sales
services offered by maruthi,33% seems to be satisfied and only 23% are not satisfied with the
after sales services of maruthi. .
Tata: Out of 100 respondants surveyed ,39% are highly satisfied with the after sales services
offered by tatai,40% seems to be satisfied and only 21% are not satisfied with the after sales
services of Tata. .
FINDINGS:
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42. • Respondents in the income group of Rs 15,000 to Rs 20,000 and Rs 20,000 and above are
using cars
• Among the 100 respondents surveyed , 60% of them are owning maruthi when compared to
tata motors.
• 58% of the respondents prefer maruthi to tata due to following benefits as founded by the
research
• Better mileage
• Novel style
• Interiors and comfort
• Long lasting durability
• Efficient sales person interaction
• Presence of well equipped service stations
• Offers provided
• Fulfillment of services assured during purchase
Respondents preference to tata motors over maruthi because of following reasons
• Tata vehicles are most suited for commercial purposes
• Efficient EMI option
• Faster delivery service
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43. In case of both the outlets,television acts as a effective promotion tool and next comes the
motive of the customers.
SUGGESTIONS:
Maruthi
• To come out with vehicles which can be used for commercial purpose
• To come out with diesel version of vehicle in small car segment
• To come out new and efficient EMI options
• To fasten the process of delivery service
• To come out with cars of LPG kit
• To tie up with banks for efficient financial schemes
• Support sales activities by understanding customers’ businesses
• More emphasis should be given to government employees since they will receive
fixed salary on monthly basis.
CONCLUSION:
According to the research it can be concluded that maruthi showroom has gained
positive opinion of majority of the customers in comparison to Tata motors. It is mainly
because of convenient options extended by the dealer of maruthi showroom and efficient
models offered by the company apart from efficient sales personnel interaction. Maruthi has
been in the first position in automotive sector since its inception and if it includes minor
improvements, it will sustain its upper hand in forthcoming future.
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44. ANNEXURE
 QUESTIONAIRE
 REFERENCES
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45. QUESTIONAIRE
Dear Sir/Madam
I am conducting a survey on customer satisfaction towards Maruthi and Tata motors in
Hassan city.
I would be grateful to you if you could spare a few minutes of your valuable time to answer
the following questions
(1) Name
(2) Age
(3) Gender
(4) Address
(5) Phone No:
(6) Salary
(a) Rs 5,000/- to Rs 10,000/-
(b) Rs 10,000/- to Rs 15,000/-
(c) Rs 15,000/- to Rs 20,000/-
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46. (d)Rs 20,000/- and above
(7)Which company vehicle do you have?
(a) Tata motors (b) Maruthi (c) others
(8)From how many years do have this vehicle?
(a) 2 to 5 yrs (b) 5 to 10 yrs (c) 10 to 15 yrs
(9)What version of vehicle do you have?
(a) Petrol version (b) Diesel version (c) Petrol with LPG kit
(10)For what do you make use of this vehicle?
(a) Commercial purpose (b) Personal purpose (c) Both
(11) How you purchased the vehicle?
(a) cash (b) loan
(12 ) How often you get your vehicle serviced?
(a) 3 months (b) 6 months (c) 1 year
(13) How about interaction of sales person with you?
(a)Excellent (b) Good (c) Fair (d) Poor
(14)Are you satisfied with your vehicle?
(a) Yes (b) No
(15)Can you rate the satisfaction level with respect to features?
Features Excellent Good Fair
Fuel efficiency
Durability
Style
Others
(16)Given the option to purchase a new vehicle, which company you opt?
(a) Tata (b) Maruthi (c) others
(17)How much time it took for you to get your vehicle after booking?
(a)1 month (b)3 months (c)6 months
(18)Are you satisfied with the offers provided to purchase the vehicles?
46

47. (a) yes (b) No
(19)Are you satisfied with the number of service stations in Hassan city?
(a) Yes (b) No
(20)How you got to know about this showroom?
(a) Television (b) News paper (c) word of mouth
(21)Have you ever felt that the services assured to your vehicle during purchase time are not
fulfilled after you bought?
(a) Yes (b) No
(22)Are you satisfied with the EMI provided to your vehicle?
(a) Yes (b) No
(23)Are you comfortable with the interest percentage for loan Option?
(a)Yes (B) No
(24)Who influenced you to buy this vehicle?
(a )Motive
(b) Friends
(c) Advertisements
(d)The person who is already using this vehicle
(24)How you feel about the after sales services offered?
(a) Highly satisfied (b) satisfied (c) Not satisfied
Thanks for your time. Cooperation and contribution towards the project
Thank you
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48. REFERENCES
WEBSITES
www.google.com
www.maruthi.com
www.tata.com
BOOKS
Business Research Methods
Quantitative aptitude
Marketing management
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