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A PROJECT REPORT ON
CUSTOMER SATISFACTION AFTER SALES SERVICE AT
VARUN MOTORS
Submitted by
B.MALLESH
HT.NO-2451-10-672-014
Project Submitted in partial fulfillment for the award of the Degree
MASTER OF BUSINESS ADMINISTRATION
OSMANIA UNIVERSITY, HYDERABAD-500007
2010-2012
1
CERTIFICATION
This is to certify that the project report title “CUSTOMER SATISFACTION AFTER SALES
SERVICE AT VARUN MOTORS” submitted in partial fulfillment for the award of MBA
program of Department of Business Management, O.U, Hyderabad was carried out by
B.MALLESH under my guidance. This has not been submitted to any other University or
Institution for the award of any degree/diploma/certificate.
Internal Guide Head of the Department
External Examiner
2
DECLARATION
I B.MALLESH declare that this project report title “CUSTOMER SATISFACTION AFTER
SALES SERVICE AT VARUN MOTORS” submitted by me to the Department of Business
Management, M.V.S.R.E.C, Nadergul, Hyderabad is a bonafide work undertaken by me and it is
not submitted to any other University or Institution for the award of any
degree/diploma/certificate or published any time before.
Signature of the Student
B.MALLESH
3
ACKNOWLEDGMENT
I owe a grate thanks to many great people who helped me and supported me during the
project.
I am grateful to the authority of “VARUN MOTORS” for providing me the information
about the industry and “ ” who guided me throughout my project.
My sincere thanks to Dr.S.UDAYA KUMAR, Principal of M.V.S.R Engineering
College, Nadergul, Hyderabad.
I express my heartful thanks to Dr.N.SRAVANTHI, p.hd Head of the Department,
Business Management, M.V.S.R Engineering College for giving me the opportunity and
encouragement to undertake the project.
My deepest thanks to my project guide Mrs.K.SRIDIVYA,B.Tech,MBA, Asst.Professor,
M.V.S.R Engineering College for giving me her valuable guidance, and allocating time for me in
her busy schedule and continuous encouragement in completing the project.
Last but not least I express a sense of gratitude to thanks to all the faculty members,
librarian, friends and the employees at “VARUN MOTORS” who helped me in my project
work and well wishers who had helped me to do this project successfully.
B.MALLESH
4
CONTENTSCHAPTER NO. TITLE PAGE NO. LIST OF TABLES
LIST OF GRAPHS
LIST OF FIGURES
ABBREVIATIONS
1 INTRODUCTION 1.1 Introduction to The project
1.2 Objectives of the project
1.3 Need for The Study
1.4 Sources of the data
1.5 Research Methodology
1.6 Data Analysis Techniques
1.7 Period of The Study
1.8 Limitations
2 INDUSTRY AND COMPANY PROFILE 2.1 Introduction to VARUN MOTORS
2.2 Vision and Mission of the Company
2.3 Performance of the Company
2.4 Awards and Recognition
3 THEORETICAL FRAME WORK 3.1 Definition of Mar
3.2 Types of Markets
3.3 Marketing Mix
3.4 Introduction to Consumer Behavior
5
3.5 Customer Satisfaction
4 DATA ANALYSIS AND INTERPRETATION
5 FINDINGS, RECOMMENDATIONS AND CONCLUSIONS
ANNEXURE
BIBLIOGRAPHY
6
LIST OF TABLES
CHAPTER NO. TITLE PAGE NO.
4.1 Selection of dealer for a purchasing vehicle
4.2 Response to the customers at service centre
4. 3 Replacement of defective parts as per warranty rules
4.4 Free Service charges at dealer’s service centre
4.5 Paid Service charges at dealer’s service centre
4.6 Solving the problems raised by the customers
4.7 Comfortness of working hours in dealers service centre
4.8 Delivery of customer car at the appointed date and time
4.9 Comfortness with the location of dealers service centre
4.10 Advising others to go to dealers service centre
4.11 Satisfaction of customers with the dealers after sales service.
7
LIST OF FIGURES
CHAPTER TITLE PAGE NO
2.2 New Alto
2.2 New Suzuki Grand Vitara XL-7 .
2.2 Wagoner Pride 2.2 Zen LXi
2.2 Alto luxery
2.2 Maruti 800 EX
2.2 Gypsy (E) (970cc, 4WD 8 seater)
2.2 Esteem 1.3L (1298 cc, 3 box cars) VX
2.2 Esteem1.3L (1298cc, 3 box car) LX
2.4 OMINI
2.4 Versa 2.4 Zen estilo
2.4 Swift
8
LIST OF GRAPHS
CHAPTER TITLE PAGE NO
4.1 Selection of dealer for a purchasing vehicle
4.2 Response to the customers at service centre
4. 3 Replacement of defective parts as per warranty rules
4.4 Free Service charges at dealer’s service centre
4.5 Paid Service charges at dealer’s service centre
4.6 Solving the problems raised by the customers
4.7 Comfortness of working hours in dealers service centre
4.8 Delivery of customer car at the appointed date and time
4.9 Comfortness with the location of dealers service centre
4.10 Advising others to go to dealers service centre
4.11 Satisfaction of customers with the dealers after sales service.
ABBREVIATIONS:
MUL Maruti Udyog Limited.
SMC Suziki Motor Company
SPIL Suziki Powertrain India Limited
9
CHAPTER-1
INTRODUCTION
10
1.1. INTRODUCTION TO THE PROJECT
The project is all about measuring the customer satisfaction of after sales service of varun
motors. For the past few years every company is trying to satisfy its customers. The emphasis is
on ways of retaining customers, then on attracting new customers. It is easy to attract new
customers then to retain old customers. So, companies are trying to focus on this aspect of
customer’s satisfaction.
The sale of a product does not end with the sale transaction but it is the point at which the
original marketing concept starts. The marketer has to sere that whether the customer satisfied
with that particular product/service or not. The post purchase behavior is important for a
marketer. If there is any cognitive dissonance in the minds of the customers then that is enough
to loose a customer. Keeping this in mind the companies are giving more importance to customer
satisfaction.
This project work has been done to find out whether a customer is satisfied or dissatisfied,
also to measure the level of the customer satisfaction and provide this feedback to the company.
The first phase of the project involves the collection of information from the customers for
interpreting the characteristics based on which the customer feels satisfied or dissatisfied. This
information is collected by preparing a structured questionnaire. The questionnaire consists of
both open-ended and closed-ended questions. The questionnaire is designed in such a way that a
customer feels convenient to answer.
The colleted information through the questionnaire is analyzed and presented in a
statistical form. The findings are listed and suggestions to solve problems faced have been given
in the suggestion part.
11
1.2. OBJECTIVES OF THE STUDY
To study about the consideration set of alternatives during the satisfaction of the
customer.
To identify the external forces influencing the satisfaction.
To identify the consumer are brand loyal.
To determine the “Customer Satisfaction After Sales Service”.
1.3. NEED FOR THE STUDY
The Indian automobile industry is witnessing changes like never before. The Indian
consumer is changing with new players entering the market and increasing availability of
service, the consumer is demanding more. Now the question is where Maruti Motors stands in
this scenario? Maruti Motors is the only company that maintenance good relationship with there
customers and providing good service, well as presenting the market with a range of cars by cars
by introducing different models, and to provide better after sales service to there customers.
MARUTI Motors has increased its service stations all over the country, And to maintain
relationship with there customers MARUTI Motors is providing 24 hours service to there
customers after introducing may services, how fat the consumer is satisfying with it, and to know
after sales service of MARUTI car owners opinion on the service and the performance of the
dealer.
12
1.4. SOURCES OF DATA
The data has been collected from both primary and secondary sources, to get information
regarding the varun motors sales and services.
PRIMARY DATA:
Primary data has been collected through questionnaires. The questionnaire was mostly
related to the customer satisfaction after sales of the motors on different feature such as the
model, price, effectiveness of the brand etc. Provided by varun motors.
SECONDORY DATA:
Secondary data has been taken from bellow sources:
1. Reports
2. Pamphlets
3. Advertisement
4. Customer database
5. Newspapers
6. Internet
The information is collected through questionnaires and personal interviews. And the
information of customers is known by company’s service sheet and the free service sheet.
A Direct structure questionnaire has been asked to all the respondents in the sample followed by
direct personal interviews.
13
Descriptive Studies:
In descriptive studies, when the researcher is interested in knowing the characteristics of certain
groups such as age. Sex, educational level occupation of income, a descriptive study is
necessary. Descriptive studies are well structured. It is therefore, necessary that the researcher
gives sufficient thought to framing research questions and deciding the types of data to he
collected and the procedure to be used for this purpose-The objective of such a study is to answer
the “who, what and how” of the subject under investigation.
1.5. RESEARCH METHODOLOGY
Research is the plan structure & strategy for investigation conceived to answer to
research question & control variance. It is the overall operation pattern to framework of project
that stipulated the information to be collected from which sources by word procedure. What are
the two possible sources of data for securing in the above mentioned information in the primary
& secondary data.
Research design: the study undertaken to access the after sales service of Maruti Suzuki
owners in Hyderabad and R.R.Dist.
Research procedure: the questionnaire designed for the study in the structured & disguised
in nature. It consists of multiple choice & short questions.
Sample design: the sampling unit was confined to end consumers of the product i.e. Maruti
Suzuki car owners to know there satisfaction level regarding performance of car performance of
car and service.
Sample universe: the survey was done in Hyderabad and Ranga Reddy Dist only according
to my convenience. It is not giving the complete picture of Andhra Pradesh (or) India.
Sample frame/unit: professionals, business people, employees etc, who are using Maruti Suzuki
Cars.
14
Sample size: The total sample size is 100 only.
Sample method: the information is planned to be collected by sample method, the sample
method followed is Random Sampling method.
Analytical Method: simple percentage method is used for the analysis purpose.
1.6. DATA ANALYSIS TECHNIQUES
Questionnaire:
A schedule containing various items on which information is sought from respondents. And it
consists of dichotomous question, multiple choice question and open-ended questions, ranking
questions.
Dichotomous question:
Are extreme from the multiple choice questions in which one or four responses are allowed
framed as yes/no.
Multiple-choice questions:
Is which requires the respondents to choose one of the several answers listed in the questions
itself or following the question?
Open-ended question:
Are which requiring the respondents to answer it in his own words and which does not bind the
respondent to select an answer from among a set of alternatives.
Ranking question:
Are those, which are based on ranks?
15
SCOPE OF THE STUDY:
The scope is very limited because attitude of the people change according to the time.
The study is restricted to both Hyderabad and Ranga Reddy Dist and that to among 100
respondents.
The study is conducted for 2 months.
The study is restricted to certain area. Therefore, it could not give an accurate picture
about Andhra Pradesh of India.
1.7. PERIOD OF THE STUDY
One month and 25 days.
1.8. LIMITATIONS
Due to certain constraints, the survey is limited to the twin cities to Hyderabad and
Secunderabad.
The survey cannot be generalized to rural areas as it is limited to twin cities only.
Some respondents did not provide the requisite information pertaining to the question.
The sample size is restricted to 100 respondents only
16
CHAPTER-2
INDUSTRY AND COMPANY
PROFILE
INDUSTRY PROFILE
17
Automobile Industry:
Industry produces automobiles and other gasoline-powered vehicles, such as buses,
trucks, and motorcycles. The automobile industry is one of the most important industries in the
world, affecting not only the economy but also the cultures of the world. It provides jobs for
millions of people, generates billions of dollars in worldwide revenues, and provides the basis for
a multitude of related service and support industries. Automobiles revolutionized transportation
in the 20th century, changing forever the way people live, travel, and do business.
The automobile has enabled people to travel and transport goods farther and faster, and
has opened wider market areas for business and commerce. The auto industry has also reduced
the overall cost of transportation by using methods such as mass production (making several
products at once, rather than one at a time), mass marketing (selling products nationally rather
than locally), and globalization of production (assembling products with parts made worldwide).
From 1886 to 1898, about 300 automobiles were built, but there was no real established industry.
A century later, with automakers and auto buyers expanding globally, auto making became the
world's largest manufacturing activity, with nearly 58 million new vehicles built each year
worldwide.
Because of easier and faster transportation, the United States and world economies have
become dependent on the mobility that automobiles, trucks, and buses provide. This mobility
allowed remote populations to interact with one another, which increased commerce. The
transportation of goods to consumers and consumers to goods has become an industry in itself.
The automobile has also brought related problems, such as air pollution, the emission of
greenhouse gases that contribute to global warming, congested traffic, and highway fatalities.
Nevertheless, the automobile industry continues to be an important source of employment and
transportation for millions of people worldwide.
18
Automobile India:
The history of the automobile industry in India actually began about 4,000 years ago
when the first wheel was used for transportation. In the early 15th century, the Portuguese
arrived in China and the interaction of the two cultures led to a variety of new technologies,
including the creation of a wheel that turned under its own power. By the 1600s, small steam-
powered engine models were developed, but it was another century before a full-sized engine-
powered automobile was created.
The dream a carriage that moved on its own was realized only in the 18th century when
the first car rolled on the streets. Steam, petroleum gas, electricity and petrol started to be used in
these cars.
The automobile, as it progressed, was a product of many hands, of revolutionary
concepts, and of simple, almost unnoticed upgrading. India's transport network is developing at a
fast pace and the automobile industry is growing too. The automobile industry also provides
employment to a large section of the population. Thus the role of automobile industry cannot be
overlooked in Indian Economy. All kinds of vehicles are produced by the automobile industry. It
includes the manufacture of trucks, buses, passenger cars, defense vehicles, two-wheelers, etc.
The industry can be broadly divided into the car manufacturing, two-wheeler manufacturing and
heavy vehicle-manufacturing units.
The major car manufacturers in India are Tata Motors, Hindustan Motors, Maruti Udyog,
Fiat India Private Ltd., Ford India Ltd., General Motors India Pvt. Ltd., Honda Siel Cars India
Ltd., Hyundai Motors India Ltd., Skoda India Private Ltd., Toyota Kirloskar Motor Ltd., to name
just a few.
19
COMPANY PROFILE
2.1. INTRODUCTION TO VARUN MOTORS PVT.LTD:
VARUN is one of the authorized dealers of marutisuzuki cars. It is one of the biggest show
rooms in twin cities, which is located in Begumpet.
Mr. PRABU KISHOR .M started this showroom in the year of 1993 August 1st. it was
started with few employees and very soon it has provided an opportunity to nearly 200 members.
It is now with nearly 200 employees. At present varun as few authorized outlets in twin cities –
one is in Begumpet and others are in Kukatpally, Banjara hills, Balanagar, Malakpet and this
branch’s as got an authorized service centre.
VARUN is providing all kinds of financial support to the customers by which they are
not required to go to banks to get the loans. The bank’s executives are available in the showroom
to explain the various schemes to the customers. It makes easy for the customers in decision-
making process. VARUN has tie-ups with banks such as ICICI, CITI, SBH bank not only banks
but it also tie-ups with financial institutions such as sundaram finance and mahindra finance.
The service centre are providing good quality after-sales-service for their customers, not
only that VARUN MOTORS can also providing spare parts for marutisuzuki cars for their
customers, which have helped them in sales for maruti. They have qualified service engineers
who provide good service to the customers. This has been a major asset to the company. The
company’s staff has been very sincere in their work and they respect the customers and they
satisfy the customers by their work.
Because of this good service, VARUN is able to capture the market easily. The loyalty
of the customers of VARUN is very high. The sales of VARUN are 7000 cars per annum. As the
sales of the cars increase there is the possibility of increase in customers for the service centers
20
also. Therefore they are focusing very well on various promotional strategies to increase the
sales and also the services.
THE PRODUCT RANGE VARUN MOTORS DEALS IN IS AS FOLLOWS:
MARUTI SUZUKI:
MARUTI 800
ZEN
ALTO
WAGON R
VERSA
ESTEEM
ZEN ESTILO
SWIFT
Varun motor created a market for this maruti vehicle by their service by the survey we come to
now that biggest car dealer for maruti.
INTRODUCTION TO MARUTI SUZUKI:
:
Background:
Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament,
as a Government company with Suzuki Motor Corporation of Japan holding 26 per cent
stake. It was entrusted the task of achieving the following:
Modernization of the Indian Automobile Industry.
Production of vehicles in large volumes
Production of fuel efficient vehicles.
21
Suzuki was an obvious choice because of its unparalled expertise in small cars.
The Joint Venture agreement was signed between Government of India and Suzuki Motor
Company (now Suzuki Motor Corporation of Japan) in Oct 1982.
The company went into production in a record time of 13 months and the first car was
rolled out from Maruti Udyog Limited Gurgaon in December, 1983.
Car Market Scenario:
When Maruti began operations in 1983, there were only two other car companies in India and the
total size of the Indian passenger car market was a measly 40,000 units per year. From the start,
Maruti caught the imagination of Indian car customers and launched four new models, including
a hatchback, a mini multipurpose van, an entry sedan and a SUV, over the next decade. Each of
these models was an instant draw with the Indian consumers. Suzuki Motor Corporation
increased its stake on two occasions (26>> 40 >> 50 >> controlling stake and brought it to 50 per
cent in the mid 1990s (and to 54% with privatization in 2002).
22
2.2. VISION-MISSON OF THE COMPANY
State-of-the-art Manufacturing Facilities:
The Gurgaon plant comprises of three fully integrated, state-of–the-art production facilities
spread over a sprawling 297 acres. While the three plants have a total installed capacity of
350,000 cars per year, several productivity improvements over the years have made it
possible to manufacture nearly 6, 30,000 cars per year at these facilities alone.
Working towards the goal of making India a global hub for small cars, SMC and MUL
have drawn up an investment plan of Rs 9000 crore in India up to 2012.
23
MUL’s fourth car assembly plant & Diesel Plant at Manesar:
A brand new assembly plant at Manesar was inaugurated in February 2008. Starting with
an initial capacity of 100,000 cars per year, this plant will be scaled up to produce 300,000
cars a year by 2011. Adjoining this new facility at Manesar is Suzuki Powertrain India
Limited (SPIL), Suzuki’s Diesel Engine manufacturing facility. This plant was also
inaugurated in February 2010.
These facilities will meet SMC and MUL’s global ambitions and are among SMC’s best
plants worldwide.
Suzuki Powertrain India Limited’s diesel engine and transmission plant:
The diesel engine plant is Suzuki’s first such facility anywhere in the world. This state-of-
the-art plant will produce world class diesel engine and transmissions for cars.
Suzuki Power train India Limited (SPIL) is a joint venture company in which SMC holds
70 per cent equity with the rest held by MUL.
This facility has an initial capacity to manufacture 100,000 diesel engines a year. This will
be scaled up to 300,000 engines per year by 2011. The diesel engines manufactured at this
plant will also be exported to SMC’s worldwide operations.
With three fully integrated state-of the-art plants at Gurgaon and the newly commissioned fourth
assembly line at Manesar, Maruti’s production capacity at its peak Maruti is capable of
producing close to a million cars per annum by 2012.
24
Production Milestones:
1st vehicle produced, December 1983.
1,00,000 vehicles produced by August 1986.
5,00,000 vehicles produced by june 1990.
10,00,000 vehicles produced by march 1994.
15,00,000 vehicles produced by april 1996.
20,00,000 vehicles produced by october 1997.
25,00,000 vehicles produced by march 1999.
30,00,000 vehicles produced by june 2000.
35,00,000 vehicles produced by December 2001.
40,00,000 vehicles produced by april 2003.
45,00,000 vehicles produced by april 2008.
50,00,000 vehicles produced by april 2010.
54,00,000 vehicles produced by april 2011.
25
Marketshare:
Till date, over 6 million (60, 00,000) Maruti cars have rolled out from its manufacturing
facilities. At the end of 2009-10 , Maruti had a market share of about 54 per cent of the Indian
passenger car market. The company sold 5, 61,822 vehicles in 2009-10 including exports of
34784 units. Maruti’s cumulative exports are over 4 lakh units.
2.3. PERFORMANCE OF THE COMPANY:
MILESTONES:
2010
The fiftieth lakh car rolls out in April, 2010
Growth in overall sales by 23.8%.
2009
New (non A/C) variant of
Alto.
Alto becomes India's new
bestselling car.
LPG variant of 'Omni
Cargo'.
Versa 5-seater, a new
variant .
Baleno LXi, a new variant
Maruti closed the financial
year 2008-09 with an
annual sale of 472122
units, the highest ever
since the company began
26
operations 20 years ago.
2003
New Suzuki Grand
Vitara XL-7 .
Redesigned and all-
new Zen.
New upgraded
WagonR .
Enters into
partnership with
State Bank of India
Production of 4
millionth vehicles.
Listed on BSE and
NSE after a public
issue
oversubscribe10
times.
2002
WagonR Pride
Esteem Diesel.
All other variants
upgraded.
Maruti Insurance.
Two new
subsidiaries started:
Maruti Insurance
Distributor Services
27
and
Maruti. .Insurance
Brokers Limited.
Alto Spin LXi, with
electronic power
steering.
Special edition of
Maruti 800, India’s
first colour-
coordinated car.
Maruti True value in
Mumbai
Maruti Finance in
Mumbai with 10
finance companies
Suzuki Motor
Corporation (SMC)
increases its stake in
Maruti to 54.2
percent.
2001
Zen LXi
Maruti True Value
launched in
Bangalore and Delhi
Maruti Versa,
India’s first luxury
MPV
Alto Spin LXi, with
electronic power
28
steering
Alto Vxi
Customer
information centers
launched in
Hyderabad,
Bangalore and
Chennai
Launch of versa.
2000
First car company in
India to launch a Call
Center
New Alto
Altura, a luxury
estate car
IDTR (Institute of
Driving Training and
Research) launched
jointly with the Delhi
government to
promote safe driving
habits
29
1999
Maruti 800 EX
( 796cc, hatchback
car)
Zen LX (993cc,
hatchback car)
Zen Vxi (993cc,
hatchback car with
power steering)
1994
Esteem1.3L (1298cc,
3 box car)LX
Produced the 1
millionth vehicle
since the
commencement of
production
1993
Zen(993cc,
hatchback Car),
which was later
exported in Europe
and elsewhere as the
Alto
30
1998
Maruti launches website as part
of CRM initiatives
Zen D (1527 cc diesel,
hatchback car)
Zen VX & Zen VX Automatic
New (Omni & Omni E) (796cc,
MUV)
Launch of website as part of
CRM initiatives
1996
Gypsy (E) (970cc,
4WD 8 seater)
Omni (E) (796cc,
MUV, 8 seater)
Gypsy King (1298cc,
4WD, off road
vehicle)
Zen Automatic
(993cc, hatchback
car)
Launch of 24-hour
emergency on-road
vehicle service
1995
1992
SMC increases its
stake in Maruti to 50
percent
1991
Reaches cumulative
indigenisation of 65
percent for all
vehicles produced
2.4.AWARDS
31
32
2010
JD Power CSI: 1st Rank, 7 years in a row 2005 – 2010
JD Power SSI: 1st Rank, 3 years in a row 2008 – 2010
Tops TNS TCS Survey in key segments, 5 years in a
row 2005 – 2010
Among Top 5 car companies in the Forbes list of the
Worlds Most Reputed Companies – Nov 06
Features in Business Today’s annual list of “20
companies to look for in 2010” – Nov 06
The only automobile manufacturer to feature in Business
Today’s list of “India’s Best 10 Marketers – Nov 10
2006
Ranks 1st among Automobile companies in the
Corporate Image Monitor (CIM) Study 2006
conducted by AC Nielsen ORG-MARG
Receives a commendation from Ministry of
Economy, Trade and Industry (MITI) of Japan –
Sept 05
Number one in JD Power SSI for the second
consecutive year
Number one in JD Power CSI for the sixth time
in a row - the only car to win
it so many times
M800, WagonR and Swift topped their segments
in the TNS Total
Customer Satisfaction Study
Leadership in the JD Power Initial Quality Study
- Alto number one in its
segment for the 2nd time in a row, Esteem
number one in its segment for
the 3rd year in a row, Swift number one in the
premium compact segment
The Quality Advantage:
Maruti Suzuki owners experience fewer problems with their vehicles than any other car
manufacturer in India (J.D. Power IQS Study 2005). The Alto was chosen No.1 in the
premium compact car segment and the Esteem in the entry level mid - size car segment
across 9 parameters.
The J.D. Power APEAL Study 2005 proclaimed the Wagon R no. 1 in the premium
compact car segment and the Esteem No.1 in the entry level mid - size car segment. This
study measures owner in terms of design, content, layout and performance of vehicles
across 8 parameters.
A Buying Experience like No Other
Maruti Suzuki has a sales network of 307state-of -the-art showrooms across 189 cities,
with a workforce of over 6000 trained sales personnel to guide our customers in finding
the right car. Our high sales and customer care standards led us to achieve the No.1
nameplate in the J.D. Power SSI Study 2005.
Quality Service across 1036 Cities
In the J.D. Power CSI Study 2005, Maruti Suzuki scored the highest across all
7 parameters: least problems experienced with vehicle serviced, highest service quality,
best in-service experience, best service delivery, best service advisor experience, most
user-friendly service and best service initiation experience.
92% of Maruti Suzuki owners feel that work gets done right the first time
during service. The J.D. Power CSI study 2005 also reveals that 97% of Maruti Suzuki
owners would probably recommend the same make of vehicle, while 90% owners would
probably repurchase the same make of vehicle.
33
One Stop Shop
At Maruti Suzuki, you will find all your car related needs met under one roof.
Whether it is easy finance, insurance, fleet management services, exchange- Maruti Suzuki
is set to provide a single-window solution for all your car related needs.
Low Cost Maintenance Advantage:
The acquisition cost is unfortunately not the only cost you face when buying a
car. Although a car may be affordable to buy, it may not necessarily be affordable to
maintain, as some of its regularly used spare parts may be priced quite steeply. Not so in
the case of a Maruti Suzuki. It is in the economy segment that the affordability of spares is
most competitive, and it is here where Maruti Suzuki shines
Lowest Cost of Ownership:
The highest satisfaction ratings with regard to cost of ownership among all
models are all Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and
Omni.
We are proud to have the lowest cost of operation/km (among petrol vehicles) - the top 5
models are all Maruti Suzuki models: Maruti 800, Alto, Zen, Omni and Wagon R
MARUTI800 - Change your life
The Maruti 800, has gone beyond being just a car; it has actually
changed the lives and lifestyles of countless people, by bringing the joy of motoring to
millions across the length and breadth of the country. Standing testimony to this claim is
the fact that more than 2 million Maruti 800s have been sold till date. Today, India's best
selling car continues to be the final word on value and economy at the entry-level segment
34
OMNI-Fits All
The Omni is truly India's original Multipurpose Vehicle.
Today it is a valuable in 6 avatars - 5 Seater, 8 Seater, Cargo,
Ambulance, CNG and LPG. It meets diverse needs across
different user segments and can double up both as a people
carrier and a goods carrier. This faithful workhorse is easy on
the pocket, yet tough on the job.
ALTO-Let’s go
The Alto is a great combination of economy, practicality and
styling. A runaway success on the roads of Europe, it
exemplifies the benchmark in build, quality and reliability in a
compact car. This is testified by the 24-hour endurance record
set on August 03, 2003 of covering 3082 kms in 24 hours at
an average speed of-128-kmph.
WAGON R - Change to a positive outlook
Drive with complete peace of mind. The world-class safety
features of the Wagonr keep you safe and secure, always.
Wearing new Vibrant colors, the new Wagonr is full of
freshness and energy to keep you charged up and always to
go.
35
VERSA - The joy of traveling together
Experience the joy of traveling together in a Versa. Equipped
with twin ACs, large sliding doors and flexible seating, the
Versa encourages families and friends to enjoy long drives
and getaways together. In spite of being so spacious, its design
allows for easy maneuverability in the city.
ESTEEM - Fall in Love Again
Undoubtedly one of India's favorite entry-level "C" class
vehicles, the Esteem is the perfect combination of power,
comfort and economy. It's also the preferred choice of rally
drivers across the country for its performance and reliability.
The Esteem offers the option of an 85 bhp petrol engine for
those who desire power and a 57 bhp diesel for those who
value economy. Not surprisingly, it tops its class in quality
survey
ZEN ESTILO - The shape of things to come
A Spanish expression for ‘style’, the new Zen Estilo stands
true to its name. Its aerodynamic body, unique bean shape,
sparkling colors and snazzy lights will rev up your style
quotient. An amazing blend of style and substance, its agile
nature will leave you enthralled. Get behind its steering wheel
and turn the road into a ramp. Be sure, this is one of the most
stunning cars on the Indian roads.
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SWIFT - You're the Fuel
The time has come for a new kind of compact car, one that's
based on a fresh approach to design and development, delivers
the kind of driver and passenger experience that places it in a
class of its own and has true worldwide appeal.
The time has come for the Maruti Suzuki Swift. The Swift is
more eye-catching, more spacious, more refined, more user-
friendly, and a whole lot more enjoyable to drive than
anything else in the compact-car category.
GYPSY - There's a Gypsy in Everyone
Built to take any challenges of unknown, unchartered terrain.
Surrender to the call of the wild where a whole new world is
waiting out there to be discovered.
37
CHAPTER-3
THEORETICAL FRAME WORK
38
3.1. DEFINITION OF MARKET?
Market can be defined by the following three concepts.
Place concept:
A market may be considered as a convenient meeting place where buyer
and seller gather together for exchange of goods.
Area concept:
It is the economic concept any area providing set of price making forces
may become a market.
Demand concept:
Market means a group of people having unlimited wants, purchasing
power to make effective and the will to spend their income to fulfill those wants.
Under keen competition a market wants to create or capture and retain the
market through an appropriate marketing mix offered to a target market. The market offering
must meet fully customer demand. i.e. and unmet needs and desired under the market-oriented
approach demand concept of marketing assume unique.
According Philip Kotler
Marketing is a social and managerial process by which individual and groups
obtain what they need and want through creating, offering and exchanging products of value
with others.
39
3.2. TYPES OF MARKETS:
1. On the basis of selling area, we have local, national and international markets.
2. On the basis of article of trade, we have product markets.
The marketing process:
Planning at the corporate, division and business levels is an integral part of the marketing
process.
Two views of the value-delivery process:
1. Traditional physical process sequence
40
DESIGN PRODUCT
PROCESS MAKE
PRICE SELL ADVERTISING PROMOTE
DISTRIBUTE
SELL THE PRODUCT
MAKE THE PRODUCT
2. Value creation and delivery sequences:
CHOOSE THE VALUE PROVIDE THE VALUE
COMMUNICATE THE
VALUE
CU
ST
OM
ER
SE
GM
EN
TA
TIO
N
MA
RK
ET
SE
LE
CT
ION
PR
OC
ES
S
VA
LU
E P
OS
ITIO
NIN
G
PR
OD
UC
T D
EV
EL
OP
ME
NT
SE
RV
ICE
DE
VE
LO
PM
EN
T
PR
ICIN
G
SO
UR
CIN
G M
AR
KE
TIN
G
DIS
TIN
GU
ISH
SE
RV
ICIN
G
SA
LE
S P
RO
CE
SS
Q
SA
LE
S F
OR
CE
SA
LE
S P
RO
MO
TIO
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AD
VE
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ISIN
G
STRUCTURE
MARKETING TACTICAL MARKETING
3.3. MARKETING MIX:
Is the set of marketing tools that the firm uses to pursue its marketing objective in
the target market?
Marketing mix is one of the key concepts in modern marketing theory.
Product:
The firm’s tangible offer to the market, includes the product quality, design,
feature, branding and packaging.
Price:
The amount of money that customer pay for the product.
41
Place:
Another key marketing mix tools include the various activities the company under
takes to make the produce accessible and available to target customers and must identify, recruit
and link various activities the customer’s tatters to supply its products and services efficiently.
Promotion:
Includes all the activities the companies undertake to communicate and promote its
products to the target market.
42
PROMOTION
PLACE PRICE
PRODUCT
TARGETMARKET
3.4. INTRODUCTION TO CONSUMER BEHAVIOUR
What is a consumer behavior?
Activities, peoples are involved in when selecting, purchasing and using products so has to
satisfy needs and desires.
Consumer behavior involves the psychological processes that consumers go through in
recognizing needs finding ways to solve this needs making purchase decisions (e.g. whether or
not to purchase a product and, if so, which brand and where),interpret information, make plans
and implement these plans(e.g. by engaging in comparison shopping or actually purchasing a
product).
Characteristics affecting consumer behavior :
Consumer purchases are influenced strongly by cultural, social, personal, and psychological
characteristics.
43
1) Cultural factors:
Cultural factors exert the broadest and deepest influence on consumer behavior. The
Marketer needs to understand the role played by the buyer’s culture, subculture and social class.
a) Culture
a. The set of basic values, perceptions, wants, and behaviors learned by a member of
a society from family and other important in situations.
b) Sub culture
a. A group of people with shared value systems based on common life experiences
and situations.
c) Social classes
Social classes are society’s relatively permanent and ordered divisions in a society
whose members share similar values, interests and behaviors.
44
Cultural
Culture
Subculture
Social class
Social
Reference groupsFamily
Rules and status
Personal
Age and lifestyle stage OccupationEconomic situation
Life stylePersonality and self concept
Psychological
Motivation
Perception
Learning
Beliefs and attitude
Buyer
2) Social factors:
A consumer’s behavior also is influenced by social factors, such as the
consumer’s small groups, family, and social roles and status.
Reference groups
Many small groups influence a person’s behavior. Groups that have a direct influence
and to which a person belongs are called membership groups. In contrast, reference groups serve
as direct or indirect points of comparison or reference in forming a person‘s attitudes or
behavior. Reference groups to which they do not belong often influence people.
a) Family
Family members can strongly influence buyer behavior. The family is the
most important consumer buying organization in society, and it has been researched extensively.
Marketers are interested in the roles and influence of the husband, wife, and children on the
purchase of different products and service
b) Roles and status
A person belongs to many groups---family, clubs, and organizations. The
person’s position in each group can be defined in terms of both roles and status. For Example, let
us consider Anna Flores, a lady working as a brand manager in a company. She plays the role of
daughter with her parents; in her family, she plays the role of wife; in her company, she plays the
role of brand manager. A role consists of the activities people are expected to perform according
to the person’s around them. Each of Anna’s roles will influence some of her buying behavior.
Each role carries a status reflecting the general esteem given to it by society. People often choose
products that show their status in society. For Example, the role of brand manager has more
status in our society than the role of daughter. As a brand manager, Anna will buy the kind of
clothing that reflects her role and status.
3) Personal factors:
A buyer’s decisions also are influenced by personal characteristics such as the buyer’s
age and life-cycle stage, occupation, economic situation, lifestyle, personality and self concept.
45
Age and life-cycle stage
People change the goods and services they buy over their lifetimes. Tastes in food,
clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the
family life cycle-the stages through which families might pass as they mature over a period of
time. The family life cycle stages are
Family life cycle stages:
1) Young
Single
Married without children
Married with children
Divorced with children
2) Middle-age
Single
Married without children
Married with children
Married without dependent children
Divorced with children
Divorced without children
Divorced without dependent children
3) Older
Older married
Older unmarried
Marketers often define their target markets in terms of life-cycle stage and develop appropriate
products and marketing plans for each stage.
Occupation
46
A person’s occupation affects the goods and services bought. Blue-collar workers tend to buy
more rugged work clothes, whereas white-collar workers buy more business suits. Marketers try to
identify the occupational groups that have an above-average interest in their products and services
Economic situation
A person’s economic situation will affect product choice. Marketers of income-sensitive goods
watch trends in personal income, savings, and interest rates. If economic indicators point to a
recession, marketers can take steps to redesign, reposition, and reprise their products and closely.
Lifestyle
People coming from the same subculture, social class, and occupation may have quite different
lifestyles. Lifestyle is a person’s pattern of living as expressed in his or her psychographics. It involves
measuring consumer’s major AIO dimensions-activities (work, hobbies, shopping, sports, social
events), interests (food, fashion, family, recreation), and opinions (about themselves, social issues,
business, products). Lifestyle captures something more than the person’s social class or personality. It
profiles a person’s whole pattern of acting and interacting in the world.
Personality and self-concept
Each person’s distinct personality influences his or her buying behavior. Personality refers to
the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s
own environment.
Many marketers use a concept related to personality-a person’s self-concept. The basic
self-concept premise is that people’s possessions contribute to and reflect their identities; that is, “we
are what we have.”
4) Psychological factors:
A person’s buying choices are further influenced by four major psychological factors:
motivation, perception, learning, and attitudes.
a. Motivation
A motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction.
Psychologists have developed theories of human motivation. Two of the most popular theories- the
47
theories of Sigmund Freud and Abraham maslow-have quite different meanings for consumer
analysis and marketing.
b. Perception
Perception is the process by which people select, organize, and interpret information to form a
meaningful picture of the world. People can form different perceptions of the same stimulus because
of three perceptual processes: selective attention, selective distortion, and selective retention.
c. Learning
When people act, they learn. Learning describes changes in an individual’s behavior arising from
experience. Learning theorists say that most human behavior is learned. Learning occurs through
the interplay of drives, stimuli, cues, responses, and reinforcement.
d. Beliefs and attitudes:
Through doing and learning, people acquire beliefs and attitudes. These, in turn, influence their
buying behavior. A belief is a descriptive thought that a person has about something. Marketers are
interested in the beliefs that people
Formulate about specific products and services, because these beliefs makes up product and brand
images that affect buying behavior.
People have attitudes regarding religion, politics, clothes, music, food, and almost everything else.
Attitude describes a person’s relatively consistent evaluation, feelings, and tendencies towards an
object or idea. Attitudes put people into a frame of mind of liking or disliking things, of moving
toward or away from them. Attitudes are difficult to change. A person’s attitudes fit into a pattern,
and to change one attitude may require difficult adjustments in many others. Thus, a company
should usually try to fit its products into existing attitudes rather than attempt to change attitudes. Of
course, there are exceptions in which the great cost of trying to change attitudes may pay off
handsomely.
48
Buyer decision process:
Need recognition
The first stage of the buyer decision process is in which the consumer recognizes a problem or
need.
Information search
The stage of the buyer decision process is in which the consumer is aroused to search for more
information; the consumer may simply have heightened or may go in to active information
search.
Alternative evaluation
The stage of the buyer decision process in which the consumer uses information to evaluate
alternative brands in the choice set.
Purchase decision
The stage of the buyer decision process in which the consumer actually buys the product
49
PURCHASE DECISION
POST PURCHASE BEHAVIOR
NEED RECOGNITION
INFORMATION SEARCH
EVALUATION OF ALTERNATIVES
Post purchase behavior
The stage of the buyer decision process is in which consumers take further action after purchase
based on their satisfaction or dissatisfaction. The marker’s job does not end when the product is
bought. After purchasing the product, the consumer will be satisfied or dissatisfied and will
engage in post purchase behavior of interest to the marketer.
3.5. CUSTOMER SATISFACTION:
Definition of consumer:
Observable activities chosen to maximize satisfaction through the attainment of economic goods
and services such as chaise of retail outlet, preference for particular brands and so on.
A customer is someone who makes use of or receives the products or services of an individual
or organization. The word historically derives from "custom," meaning "habit"; a customer was
someone who frequented a particular shop, who made it a habit to purchase goods there, and
with whom the shopkeeper had to maintain a relationship to keep his or her "custom," meaning
expected purchases in the future.
Needs and expectations:
Customer needs may be defined as the goods or services a customer requires to achieve specific
goals. Different needs are of varying importance to the customer. Customer expectations are
influenced by cultural values, advertising, marketing, and other communications, both with the
supplier and with other sources.
Both customer needs and expectations may be determined through interviews, surveys,
conversations, data mining or other methods of collecting information. Customers at times do not
have a clear understanding of their needs. Assisting in determining needs can be a valuable
service to the customer. In the process, expectations may be set or adjusted to correspond to
known product capabilities or service
50
Customer Satisfaction in 7 Steps:
It's a well known fact that no business can exist without customers. In the business of
Website design, it's important to work closely with your customers to make sure the site or
system you create for them is as close to their requirements as you can manage. Because it's
critical that you form a close working relationship with your client, customer service is of vital
importance. What follows are a selection of tips that will make your clients feel valued, wanted
and loved.
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a customer. If
you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured,
though, it does get easier over time. It's important to meet your customers face to face at least
once or even twice during the course of a project.
My experience has shown that a client finds it easier to relate to and work with someone
they've actually met in person, rather than a voice on the phone or someone typing into an email
or messenger program. When you do meet them, be calm, confident and above all, take time to
ask them what they need. I believe that if a potential client spends over half the meeting doing
the talking, you're well on your way to a sale.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days for a
response to an email or phone call. It might not always be practical to deal with all customers'
queries within the space of a few hours, but at least email or call them back and let them know
you've received their message and you'll contact them about it as soon as possible. Even if you're
not able to solve a problem right away, let the customer know you're working on it.
A good example of this is my Web host. They've had some trouble with server hardware
which has caused a fair bit of downtime lately. At every step along the way I was emailed and
told exactly what was going on, why things were going wrong, and how long it would be before
they were working again. They also apologized repeatedly, which was nice. Now if they server
51
had just gone down with no explanation I think I'd have been pretty annoyed and may have
moved my business elsewhere. But because they took time to keep me informed, it didn't seem
so bad, and I at least knew they were doing something about the problems. That to me is a prime
example of customer service.
3. Be Friendly and Approachable
A fellow Site Pointer once told me that you can hear a smile through the phone. This is very
true. It's very important to be friendly, courteous and to make your clients feel like you're their
friend and you're there to help them out. There will be times when you want to beat your clients
over the head repeatedly with a blunt object - it happens to all of us. It's vital that you keep a
clear head, respond to your clients' wishes as best you can, and at all times remain polite and
courteous.
4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you're just starting out, but a clearly defined customer
service policy is going to save you a lot of time and effort in the long run. If a customer has a
problem, what should they do? If the first option doesn't work, then what? Should they contact
different people for billing and technical enquiries? If they're not satisfied with any aspect of
your customer service, who should they tell?
There's nothing more annoying for a client than being passed from person to person, or not
knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry
should be of utmost importance. So make sure your customer service policy is present on your
site -- and anywhere else it may be useful.
5. Attention to Detail (also known as 'The Little Niceties')
Have you ever received a Happy Birthday email or card from a company you were a client of?
Have you ever had a personalized sign-up confirmation email for a service that you could tell
was typed from scratch? These little niceties can be time consuming and aren't always cost
effective, but remember to do them.Even if it's as small as sending a Happy Holidays email to all
your customers, it's something. It shows you care; it shows there are real people on the other end
52
of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted
and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of understanding
with your clients will do wonders for your working relationship.
Take this as an example: you're working on the front-end for your client's exciting new
ecommerce endeavor. You have all the images, originals and files backed up on your desktop
computer and the site is going really well. During a meeting with your client he/she happens to
mention a hard-copy brochure their internal marketing people are developing. As if by magic, a
couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution
versions of all the images you've used on the site. A note accompanies it which reads:
"Hi, you mentioned a hard-copy brochure you were working on and I wanted to
provide you with large-scale copies of the graphics I've used on the site. Hopefully
you'll be able to make use of some in your brochure."
Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and
considerate his Web designers are. Meanwhile, in your office, you lay back in your chair
drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will
send several referrals your way.
7. Honor Your Promises
It's possible this is the most important point in this article. The simple message: when you
promise something, deliver. The most common example here is project delivery dates.
Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss
a deadline through no fault of your own. Projects can be late, technology can fail and sub-
contractors don't always deliver on time. In this case a quick apology and assurance it'll be ready
ASAP wouldn't go amiss.
53
.
CHAPTER-4
DATA ANALYSIS
AND
INTERPRETATION
54
DATA ANALYSIS
1) From which dealer did you purchase your maruti Suzuki vehicle?
Table 1:
Selection of dealer for a purchasing vehicle.
S.NO Option No.of Responds Percentage (%)
1 Varun 75 75%
2 Others 25 25%
Total 100 100%
Source: Data collected through Primary Data using Questionnaire.
Graph 4.1:
Interpretation: Among the sample size of 100 customers, 75 members purchased their vehicles
from Varun motors and the remaining 25 members from other dealers.
55
2) How is customer reception at dealers service centre?
Table 2 :
Response to the customers at service centre
S.NO Option No.of Responds Percentage(%)
1 Excellent 15 15%
2 Good 60 60%
3 Satisfactory 18 18%
4 Bad 7 7%
TOTAL 100 100%
Source: Data collected through Primary Data using Questionnaire.
Graph 4.2:
Interpretation: Among the sample size of 100 customers,
15 members replied that the customer reception at dealers service centre is
EXCELLENT.
60 Members replied it is GOOD.
18 Members replied it is SATISFACTORY.
7 Members replied it is BAD.
56
3) Are they entertaining the replacement of defective parts under warranty strictly as
per warranty rules?
Table 3:
Replacement of defective parts as per warranty rules.
S.NO Option No.of Responds Percentage(%)
1 Yes 62 62%
2 No 3 3%
3 Not faced yet 35 35%
TOTAL 100 100%
Source: Data collected through Primary Data using Questionnaire.
Graph 4.3:
Interpretation: Among the sample size of 100 customers, 62 members said that the warranty
rules are followed strictly, 3 members said they are not following the warranty rules and the
remaining 35 members did not face the defective parts replacement condition yet
57
4) For a Free service, the charges of dealer service centre, according to you are?
Table 4:
Free Service charges at dealers service centre.
S.NO Option No.of Responds Percentage(%)
1 High 20 20%
2 Moderate 78 78%
3 Low 2 2%
TOTAL 100 100%
Source: Data collected through Primary Data using Questionnaire.
Graph 4.4:
Interpretation: Among the sample size of 100 customers, 20 members said that the charges are
HIGH, 78 members said that the charges are MODERATE and the remaining 2 member felt that
the charges are LOW.
58
5) For a. Paid service, the charges of dealer service centre, according to you are
Table 5:
Paid Service charges at dealers service centre
S.NO Option No.of Responds Percentage(%)
1 High 25 25%
2 Moderate 65 65%
3 Low 10 10%
Total 100 100%
Source: Data collected through Primary Data using Questionnaire.
Graph 4.5:
Interpretation: Among the sample size of 100 customers, 25 members said that the charges are
HIGH, 65 members said that the charges are MODERATE and the remaining 10 member felt
that the charges are LOW compare to other dealers.
59
6) Are they attending to all the problems/defects pointed out by you?
Table 6:
Solving the problems raised by the customers.
S.NO Option No.of Responds Percentage (%)
1 YES 78 78%
2 No 22 22%
Total 100 100%
Graph 4.6:
Interpretation: Among the sample size of 100 customers, 78 members said that all the problems
are being rectified and the remaining 22 members said that not all the problems are rectified.
60
7) Are you comfortable with the working hours of dealers service centre?
Table 7:
Comfortness of working hours in dealers service centre.
S.NO Option No.of Responds Percentage (%)
1 Yes 87 87%
2 No 13 13%
Total 100 100%
Source: Data collected through Primary Data using Questionnaire.
Graph 4.7:
Interpretation: Among the sample size of 100 customers, 87 members are comfortable with the
working hours of service centre and the remaining 13 members are not comfortable with the
working hours of the service centre.
61
8) Is the delivery of your car maid at the appointed date and time?
Table 8:
Delivery of customer car at the appointed date and time.
S.NO Option No.of Responds Percentage(%)
1 Yes 80 80%
2 No 20 20%
Total 100 100%
Source: Data collected through Primary Data using Questionnaire.
Graph 4.8:
Interpretation: Among the sample size of 100 customers, 80 members said that the delivery of
vehicle is made at the appointed date and time and the remaining 20 members said that the
delivery of the vehicle was not made at appointed date and time.
9) Are you comfortable with the location of dealer’s service centre? 62
Table 9:
Comfortness with the location of dealers service centre.
S.NO Option No. Of Responds Percentage (%)
1 Yes 88 88%
2 No 12 12%
Total 100 100%
Source: Data collected through Primary Data using Questionnaire.
Graph 4.9:
Interpretation: Among the sample size of 100 customers, 88 members are comfortable with the
location of the service centre and the remaining 12 members are not comfortable with the
location of the service Centre.
10) Will you advice others to go to dealer’s service centre? 63
Table 10:
Advising others to go to dealers service centre.
S.NO Option No.of Responds Percentage(%)
1 Yes 62 62%
2 No 24 24%
3 Neutral 14 14%
Total 100 100%
Source: Data collected through Primary Data using Questionnaire.
Graph 4.10:
Interpretation: Among the sample size of 100 customers, 62 members said that they
advice others to go to dealer’s service centre, 24 members said that they don’t advice to go and
the remaining 14 members were neutral in this case.
11) Overall, are you satisfied with the dealer’s after sales service?
64
Table 11:
Satisfaction of customers with the dealers after sales service.
S.NO Option No.of Responds Percentage(%)
1 Yes 85 85%
2 No 15 15%
Total 100 100%
Source: Data collected through Primary Data using Questionnaire.
Graph 4.11:
Interpretation: Among the sample size of 100 customers, 85 members are satisfied with the
dealer’s service centre, 15 members are not satisfied with the service centre
65
CHAPTER-5
FINDINGS, RECOMMENDATIONS
AND
CONCLUSIONS
66
FINDINGS AND CONCLUSIONS :
Among the sample size of 100 customers:
1) The customers who purchased their vehicle from Varun motors are 75 and the remaining
25 members purchased their vehicle from other dealers.
2) About the customer reception, 15 members replied that the customer reception is
EXCELLENT, 60 members are replied it is GOOD.18 members are replied
SATISFACTORY and the remaining 7 members are replied BAD.
3) About the warranty rules, 62 members are said that the warranty rules are followed
strictly, 3 members are said that they are not following the warranty rules and the
remaining 35 members are not faced the defective parts replacement condition yet.
4) For a free service, 20 members are felt that charges are HIGH, 78 members are felt that
charges are MODERATE and the remaining 2 are felt that the charges are LOW.
5) For a paid service, 25 members are felt that the charges are HIGH, 65 members are felt
that the charges are MODERATE and the remaining 10 are felt that charges are LOW.
6) About the problem solving, 78 members said that all the problems are being rectified and
the remaining 22 members are said that not all the problems are being rectified.
7) About working hours, 87 members are comfortable the working hours of the service
centre and the remaining 13 members are not comfortable with the working hours of the
service centre.
67
8) About the delivery time, 80 members are said that the delivery of vehicle is maid at the
appointed date and time and the remaining 20 members said that the delivery of the
vehicle was not made at the appointed date and time.
9) About the location, 88 members are comfortable with the location of service centre and
the remaining 12 members are not comfortable with the location of the service centre.
10) About the advice, 62 members said that they advice other to go dealer service centre, 24
members said that they don’t advice to go and the remaining 14 members were neutral in
this case.
11) About the satisfaction, 85 members are satisfied with the service centre and the
remaining 15 members are not satisfied with this service centre.
RECOMMENDATIONS:
These are the suggestions that can be given in order to rectify the problems so that the customer
feels highly satisfied and will be loyal towards the service centre.
1) It will be more convenient for the customers if you extend your working hours.
2) The customers are waiting are waiting for along time for the delivery of their vehicle, so
it is better to reduce this waiting time.
3) The customers are getting frustrated for waiting long time for the delivery of the vehicle,
if you can provide any entertainment for them like music or television then that
frustration can be eliminated to certain extent.
4) The receivers of vehicles are required to behave in a polite manner with the customers by
whom there can be no conflict between them.
68
5) It will be good if the service mechanics can attend to receive the vehicle because he will
understand the problems clearly rather than writing the problems in the card by an
attender.
6) The customer faces a problem while they were in agency area because they not found the
service centre for their vehicles please consider this matter seriously and provide service
centre in agency or ruler areas.
7) The customers of your service centre are showing good loyalty towards the service
centre. So, will it remain in the same if you maintain good relationship with the
customers .
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ANNEXURE
70
ANNEXURE:
Customer Information
Name :
Vehicle Name :
Profession :
Address :
1 From which dealer did you purchase your maruti vehicle?
a) Yes b) No
2. How is customer reception at dealer’s service centre?
a) Excellent b) good c) satisfactory d) bad
3. Are they entertaining replacement of defective parts under warranty
Strictly as per warranty rules?
a) Yes b) no c) not faced yet
4. For a free service the charges of dealer’s service centre according to you are?
a) High b) moderate c) low
5. For a paid service the charges of dealer’s service centre according to you are?
a) High b) moderate c) low
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6. Are they attending to all problems defects pointed out by you?
a) Yes b) no
7. Are you comfortable with the working hours of dealer’s service centre?
a) Yes b) no
8. Is the delivery of your car made at the appointed date and time?
a) Yes b) no
9. Are you comfortable with the location of dealer’s service centre?
a) Yes b) no
10. Will you advice other s to go to dealer’s service center?
a) Yes b) no
11. Over all, are you satisfied with the dealer’s after sale service?
a) Yes b) no
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BIBLIOGRAPHY
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BIBLIOGRAPHY
1. Phillip Kotler & Kevin Lane keeler, Marketing Management 12th Edition (New
Delhi: Prentice hall of India, 2007).
2. Paul E.Green Donald S Tull and Gerald Albaum, Research for Marketing
Decisions 5th Edition (New Delhi: Prentice hall of India, 2005).
3. Valarie A.Zenthmal and Mary Jobitner, Service Marketing-Integrating customer
focus across the firm 3rd Edition (New Delhi: Tata McGraw Hill-Edition 2005).
4. Leno G.Schiffman &Leslie Lazar Kanuk, Consumer Behavior 8 th Edition (New
Delhi: Prentice hall of India, 2005).
WEB SITES
www.marutisuzuki.coms
www.marutiudyog.com
www.marutitransport.com
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