swaraj project on marketing
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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------ .
Introduction
Earlier in 1950’s, the India people was engaged in agriculture and for irrigation
mainly depend upon rains except a few isolated pockets being irrigated through canals
and tube wells. Very few people used chemicals and pesticides and even the major
agricultural operations life ploughing, planking, etc. were carried down by bullocks. As a
result, India could not produce enough to feed its people so heavy expenditure was
incurred on import of food grains. It results in scarce foreign exchange reserves of our
country. All this initiated Indian government to give highest priority to development of
agriculture in its five year plan programmed.
Cultivation, being the key operation in agriculture. A stress was laid on the
improvement in agricultural output through use of advanced technology. Extensive use of
effective and improved equipments was made by importing tractors. Our Government
encouraged manufacturing of tractors in India to save its foreign currency reserves. As a
result, a few plants were set up but Indian technology at that time was not in a position to
design and manufacture indigenous tractors. So the plants were mainly set up for
manufacturing tractors with the help of some foreign collaboration.
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G.H.N College of Commerce, Gangavathi1
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
OBJECTIVES OF THE STUDY
1) To study the various components of marketing management of SWARAJ
DIVISION.
2) The project aims at studying the customer retention in after sales service.
3) To provide good service and retain the customer.
4) To analyze the market performance of the SWARAJ DIVISION.
5) To suggest remedial measures for the improvement of the company’s performance
RESEARCH METHODOLOGY
The basic task of research is to generate accurate information for use in decision making.
Research can be defined as the systematic and objective process of gathering, recording
and analyzing data for aid in making business decisions.
As the project involves analyzing of customer satisfaction, the research is exploratory in
nature, covering all parameters and come of the important ratios to carry out research.
There are basically two techniques adopted for obtaining information:
Primary Data.
Secondary Data.
Primary Data is gathered specifically for the project at hand through personal
interviews with the farmers having tractors of swaraj.
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G.H.N College of Commerce, Gangavathi2
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------ Secondary data is previously collected and assembled for some project other than
the one at hand. It is gathered and recorded by someone else prior to current needs of the
researcher. It is less expensive than the primary data.
Secondary data can be obtained from both external and internal sources.
External data may be collected from books and periodicals, government sources, media
and other commercial sources.
Internal data is that secondary data, which is created, recorded or generated by the
organization.
Secondary data is collected from the reports of the company, books, journals and internet.
Secondary data is gathered from annual reports, official records and standing orders of
the units.
RESEARCH PROCES
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G.H.N College of Commerce, Gangavathi3
Step1:Program Planning
Step 6:Consultation & review
Step 2: Start Survey
Step 3: Survey Development
Step 4: Data Analysis
Step 5: Reporting
ResearchMethodology
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
LIMITATIONS:
The study has been made for a particular period.
The study is conducted at taluk place, so it is not able get whole
information.
Getting accurate information from the customer is very difficult to their
inherent problems and busy schedule.
As the reports requires extensive depth knowledge with marketing
strategy, a brief part of study is made due to lack of complete
knowledge.
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G.H.N College of Commerce, Gangavathi4
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
SWARAJ MAZDA- AN INTRODUCTION:
Swaraj Mazda Limited is a joint venture of Punjab Tractors limited and Mazda
Motors Limited of Japan. The agreement between the two was signed on 5th October
1984. As has been pointed out that Swaraj Mazda is a collaboration entity between two
giants in their own rights, is committed to quality and performance and is progressively
showing profound concerns for the welfare & benefits of their customers, stock holders,
business partners and staff. After the first indigenous tractor, manufactured by PTL in
India, was successfully launched in 1974, it has been on its way to becoming a blue chip
company. Besides tractors, the company also manufactures Swaraj Combine Harvesters,
Agricultural Implements. Automotive Castings, Forklifts. Over the year, PTL has won
national and international acclaim and recognition for outstanding performance and
contribution in many diverse fields. MOREOVER PTL WAS RATED AS THE BEST
COMPANY OF THE YEAR 1989 BY FINANCIAL EXPRESS.
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G.H.N College of Commerce, Gangavathi5
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
Mazda Motors Corporation of Japan, established in 1920 is an enterprise of
international repute. Mazda started manufacturing trucks as back in 1931. Today, this
enterprise has the distinction of being the only company in the world producing
reciprocating petrol and diesel engines as well as the revolutionary rotary engines. Mazda
is ever seeking the new areas of product excellence and innovations. It adheres
audaciously to a 2000 checkpoints inspection before declaring any vehicle road worthy.
The use of robots, latest technology, and world-class production facilities enables Mazda
to produce vehicle of outstanding quality and performance. No wonder Mazda has won
Appreciation all over the world for quality products that are rolling out of its plants.
The factory Swaraj Mazda Limited is located at Village Asron district
Nawanshahar (Punjab) near the city of Ropar and at a distance of 45 km from the capital
city of Chandigarh. The plant has captivating site. It spreads over a quaint, sprawling 100
acres of land ringed by Shivalik Hills on three of its sides and river Satluj on the other.
The desolate slit hill has been leveled for construction. Work at the plant began at a great
tempo and the first vehicle rolled out of the production line in a record time of one year
of laying the foundation stone.
The LCV are manufactured in five attractive colours- Santos Red, Nile blue, Light
Beige, White and Golden Yellow. In addition to these, any other colours can be made on
demand. Swaraj Mazda vehicles are not only strong but also fuel-efficient.
Prominent among the load carriers Swaraj Mazda is also manufacturing:-
1. 4 wheel drives;
2. Extended wheel- base long- chassis Mini Buses which carry up to 44 passengers.
3. Deluxe Buses carrying to 40 passengers;
4. Ambulances
5. Mobile Reverse- Osmosis and Electro dialysis Units for the Central Salt and Mineral
Chemical Research Institute.
6. CNG Buses with Safety & Eco grades.
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G.H.N College of Commerce, Gangavathi6
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------7. Integrated Garbage collection and disposal system for urban centers;
8. Hydraulically operated dumpers;
9. Mobile fair priced vans;
10. Sky Lift Vehicles
Swaraj Mazda gives due attention to the marketing part and the employees are highly
qualified and trained to fit the job. Swaraj Mazda has a vast
Network of 150 dealers spread throughout the country including A&N Islands. Zonal
offices have been opened in Chandigarh, Lucknow, Ahmedabad, Mumbai, and Chennai.
This helps substantially in sales promotion, Export promotion, especially for Hi-tech
products, is also being emphasized.
Discipline and its rigid enforcement without discrimination is an important Hallmark of
Swaraj Mazda. It is of great significance in evolving work culture. All the employees,
irrespective of their position and status have to punch their cards when they report for
duty. As a result, strict punctuality has become a way of life and work with them.
To ensure Industrial peace, i.e. absence of strikes and lockouts, Swaraj Mazda
believes in making a contended labour force with a very low rate of absenteeism and
turnover. Reasonably fair wages and various perks like subsides uniform and transport,
mess facilities go a long way in creating identification with the job. Earnestness,
Sincerity and Spirit of corporation pervades the entire atmosphere of the company. The
happy absence of Industrial dispute in the enterprise speaks volume for the success of the
firm and cultivation of work culture.
Work culture or work ethos is given very high precedence. It is fully recognized that the
objectives of the concern- higher and higher production, productivity and indigenization
can be attained through commitment into commonness of ‘GOAL’ in each and every
member of the Swaraj family. The entire planning is undertaken in such a way so as to
inculcate the spirit of dedication in each member, whether he is skilled or semi-skilled
worker or belongs to the managerial cadre. Many effective steps are taken to bring this
about. Important amongst them are:
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G.H.N College of Commerce, Gangavathi7
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------1. Common canteen and mess for all. Same meals are served to all and in identical
utensils. Everybody has to stand in a queue to get his or her meals.
2. Common uniform is there for all the members irrespective of their status.
3. No separate cabins for the members of higher hierarchy. All the members of a
department or a section therefore sit and work in one hall with the Manger facing the
staff. Every employee carries his or her files, thus inculcating the spirit of dignity of
labour in the staff.
HISTORY OF SWARAJ MAZDA
History of the SWARAJ MAZDA LIMITED (Light Commercial Vehicle) dates
back to as in 1975 when the first efforts were initiated by the Punjab State Industrial
development Corporation Limited (PSIDC) to obtain a letter of intent from the
Government of India. The Govt. of India was interested in installing the unit and issuing
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G.H.N College of Commerce, Gangavathi8
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------the license for an LCV in order to save the fuel consumption in the economy. Therefore
Govt. decided to installed indo-Jap LCV units in 3 states – Punjab, U.P. & M.P.
The contribution of PSIDC was twofold; firstly in obtaining the letter of intent in 1981
and subsequently for transferring the same in favour of the Company in 1983. These
moves reflected the thinking in the Punjab Govt. and the PSIDC, that Punjab Tractors
Limited (PTL) would implement this project taking full advantage of PTL’s position,
experience, expertise and resources both financial and managerial.
It was in this background that PTL entrusted with the responsibility for the LCV project,
went ahead promotion of Swaraj Vehicles Limited in July, 1983.
Punjab Tractors Limited and its brand name “Swaraj” were well known on the Indian
corporate and engineering horizon. They were proven symbols of Indian Engineering
fully competitive against collaboration based technology and foreign brand names. PTL’
track record during the period of its existence is often cited as an example of dedicated
and sustained corporate endeavour and organisation value system, financial performance
and systematic growth, team building perception and response to changing market needs
and resilience against difficulty
The project in its concept, aims at breaking new ground not only in terms of product and
production technology, but also in building a new culture and value system in the
organisation, which enables it to move forward with confidence into the era of
competitive markets. This guiding philosophy is dictating every facet of project
implementation both in physical facilities and the human side.
Swaraj Mazda Board Of Director
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G.H.N College of Commerce, Gangavathi9
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Director Name Designation
S K Tuteja Chairman
Yash paul Mahajan Managing Director
Y Watanabe Whole-time Director
R P Sehgal Whole-time Director
E Seto Director
Harkirat Singh Director
T Hashimoto Director
H Yamaguchi Director
M Tabuchi Director
P K Nandy Director
A K Thakur Director
Pankaj Bajaj Director
Steven Enderby Director
Gopal BansalCompany Secretary
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G.H.N College of Commerce, Gangavathi10
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
REPORT OF THE DIRECTORS
The Directors present their Twenty Sixth Annual Report together with Audited Accounts
for the financial Year ended 31st March, 2012. PERFORMANCE REVIEW As
anticipated in last year’s Report, the fiscal year 2011-12 saw steady improvement in the
operations of the Company, particularly from October, 2011, in common with the
positive changes in the overall commercial vehicle industry in the country. Happily, the
improvement in the money supply situation was even better than expected giving a boost
to demand for commercial vehicles (CV). While CV sales in the first half at 2,38,000
were low, the second half saw accelerated demand and sales achieved were at a robust
level of 3,38,400. Consequently, total industry sales for the year at 5,76,000 (4,27,000)
were an all time high. The Company’s performance reflected that growth with sales rising
to 10,133 vehicles from 8,020 in 2012-11, giving operating revenue of Rs. 722.23 crores
(Rs. 546.95 crores). Demand for the Company’s ultra luxury buses saw only marginal
improvement from last year: market penetration has proven difficult even though new
products – two air-conditioned buses on Isuzu platform and one on Mazda chassis - were
well received. Having regard to the slack demand for new products, capital spending in
the year on the Expansion Project was restricted to bare minimum, at Rs. 2.87 crores.
The Directors continue to believe that these products will achieve the sale volumes
forecast in that Project.
A noteworthy feature of the Year’s performance was highly successful efforts on
collection of receivables, at Rs 878 crores, the highest in recent years, thereby achieving
the stringent targeted levels of dealer dues. Operating Profit at Rs 57.93 crores (Rs 28.06
crores) was gained from the increase in volume of sales, enhanced by a planned judicious
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G.H.N College of Commerce, Gangavathi11
PRICE QUALITY
SERVICE
MOTTO OFM & M SWARAJ DIVISION
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------product-mix, timely restructuring of vehicle prices and close vigil on expenditure. It is in
the above background that the Directors report the following summary of results for the
year 2011-12.
PROMOTION OF SWARAJ
M&M LTD -Swaraj Division (SWARAJ DIVISION) was joint sector company of the
Punjab Government, which went into commercial promotion in the early seventies. It is
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G.H.N College of Commerce, Gangavathi12
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------promoted by Punjab State Industrial Development Corporation (PSIDC) in 1974 which
was set up by Punjab Government for setting up new projects.
In 1965 when the entire industrial growth of India relied upon
foreign technology and know-how for setting up industrial ventures in India, the Central
Mechanical Engineering Research Institute (CMERI, Durgapur), a national Laboratory of
the Government of India, took the bold step of taking up the design and development of
totally Indian know how for 26.5 H.P. agricultural tractors.
EMERGING MARKETSSwaraj Domestic territorial market share for 2010-11 dealer networks at the year –
end emerges as:
DOMESTIC TERRITORIAL MARKET SHARE AND DEALER NETWORK (YEAREND)
Territory Swaraj
Market
Share
No. of
Dealers as on
31-03-08
North (Punjab, Haryana & Uttar Pradesh)
Central (Madhya Pradesh & Rajasthan)
East (Bihar, West Bengal, Orissa & Assam)
West (Gujarat & Maharashtra)
South (Andhra Pradesh, Tamil Nadu, Karnataka &
Kerala)
10.1%
4.9%
8.3%
11.7%
9.3%
203
114
68
88
93
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G.H.N College of Commerce, Gangavathi13
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
Total 9.1% 566
SEGMENTWISE
HP Range No. of
Models
%age of
Swaraj Sales
Swaraj Share
in Segment
Up to 30 HP
31 - 40 HP
Above 40 HP
5
1
3
17%
50%
33%
9%
12%
7%
“CORE BELIEFS”
1. WE HAVE A LONG – STANDING RELATIONSHIP WITH THE FARM &
FARMING COMMUNITY THE NATIONAL HERTAGE AS WELL AS THE
NATIONAL AGENDA, WHICH PROVIDES US WITH IMMENSE GROWTH
OPPORTUNITES.
2. OUR STRENGTH IS THE INVOLVEMENT OF OUR PEOPLE, TEAM SPIRIT,
AND THEIR INTEGRITY ABIDING LOYALITY & LIFE TIME COMMITMENT TO
THE SWARAJ ENTERPRISE.
3. WE SEEK COPRPORATE EXCELLENCE AND PROFITS THROUGH ETHICS
PASSION AND PERSERVERANCE.
4. WE CONSIDER OUTSELVES CUSTODIANS AND TRUSTERS OF ALL OUR
CONSTITUENCIES – OUR CUSTOMERS, EMPLOYEES, BUSINESS ASSOCIATES,
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G.H.N College of Commerce, Gangavathi14
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------SHAREHOLERDRS AND SOCITY AND PURSUE THE RESPONSIBILITY ROR
CREATION OF WEALTH FOR THEM WITH MISSIONARY ZEAL.
MAHINDRA &MAHINDRA LIMITED
SWARAJ DIVISION
BOARD OF DIRECTORS P.D. NARANG (Chairman)
S.K. TUTEJA
DONALD PECK
STEVEN ENDERBY
N. MOHANRAJ
M. RAGHAVENDRA
HARDEEP SINGH
DALJIT MIRCHANDANI
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G.H.N College of Commerce, Gangavathi15
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
P. SIVARAM (Chief Operating Officer)
A.M. SAWHNEY (Director – Marketing)
MEMBERS OF THE EXECUTIVE BOARD P.L. SHARMA
R.K. MANRAO
P.K. NANDA
BACKGROUND
M&M LTD -Swaraj Division plant is situated at S.A.S. Nagar (Mohali) where production
commenced in the year 1974. Initially, PSIDC contributed 42% equity capital against the
total paid up capital of Rs.140.00 lacs. The facility was initially created to manufacture
5000 nos., tractors and the capital cost at that time was Rs.321 lacs.
The production capacity of tractors has increased to 60000 nos., from the level of 5000
nos. The company, over the years, has also promoted two companies, namely, Swaraj
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G.H.N College of Commerce, Gangavathi16
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Mazda Limited (manufacture of Light Commercial Vehicles) & Swaraj Engines Ltd.
(manufacture of Diesel Engines in collaboration with Kirloskar Ltd and it has also
promoted Swaraj Automotives. The present stake of SWARAJ DIVISION in these is
14% in Swaraj Mazda, 33% in Swaraj Engines and 24% in Swaraj Automotives.
MISSION, VISION & OBJECTIVES
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G.H.N College of Commerce, Gangavathi17
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
OBJECTIVES OF SWARAJ1) QUALITY
a. Continually improves satisfaction level of our customers.
b. Continually improve performance & reliability of our
products & services
c. Provide to you delivery of products & services to meet
customers requirements.
d. To reduce the break down of equipment.
2) ENVIRONMENT, HEALTH AND SAFETY .
a. Control and reduce emission & discharge in the company
b. Optimum Utilization of natural resources
c. Control & Reduce accidents and provide Safety to the
employees working in the organization.
3) PEOPLE’S EXCELLENCE .
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G.H.N College of Commerce, Gangavathi18
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
a. Continually improve Education and Training to employees
and their overall development.
SWARAJ DIVISION: BRAND NAME ‘SWARAJ’
The word SWARAJ in Indian language means ‘freedom from bondage’. Since SWARAJ
DIVISION was the first large scale project in India based totally on Indian know how and
technology, Swaraj was appropriately chosen as its brand name. With more than 5 Lac
tractors and harvest combines operating in Indian farms, now Swaraj is also an
internationally recognized name in the developing world Viz. East Africa, West Africa,
Middle East and South East Asia, etc.
SWARAJ - STAGES OF GROWTH
PERIOD (1970-74)
This project for manufacture of 5000 tractors per year was set up at an outlay of
Rs. 3.70 crores during November 1972- March 1974. The engineers for Swaraj tractors
were procured from M/s Kirloskar Oil Engines Ltd., a pioneer in Indian Engineering
Industry. SWARAJ DIVISION went into commercial production with the introduction of
its first Model Swaraj 724 in April 1974.
PERIOD (1974-78)
In 1974 competitive market conditions prevailing where well known international
brands such as Ford, Massey, Ferguson, etc were available, it was difficult to establish a
new tractor. Thus to establish Swaraj against this severe competition, the following
strategy was adopted.
Intensive and close marketing.
District - wise distribution.
Limited introduction and slow extension of distribution network.
SWARAJ DIVISION’s own serving group.
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G.H.N College of Commerce, Gangavathi19
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Strict uniformity of product performance and quality.
SWARAJ DIVISION’s first launch SWARAJ 724 received quite favorable response and
encouraged by this response and also by taking into account the preference of large
segments of farmers for higher HP tractor, development work on a 35 HP tractor was
started in January 1975. SWARAJ DIVISION introduced its second model SWARAJ 735
in November 1975 which is now the most popular tractor. Then a low cost tractor
SWARAJ 720 was introduced in 1978 for small farmers.
1. THE EXPANSIONS (1978-82)
SWARAJ DIVISION started growing and increased its production capacity to 12,000
tractors at a capital outlay of Rs. 9.2 crores. During this time SWARAJ DIVISION
became multi-divisional by installing Swaraj Foundry Division for manufacturing
castings. This division started supplying casting to SWARAJ DIVISION in 1980. In
1983, SWARAJ DIVISION introduced SWARAJ 855 and became the first
manufacturing organization to have the widest product range.
2. BREAK PERIOD (1982-86)
With encouraging past records PTL decided to increase its production to 24000 per
annum. But the RBI’s credit squeeze policy affected the tractor industry, as more than
95% of the tractor sales are through banks. SWARAJ DIVISION’s sale dipped from
10000 tractors to around 5500 tractors in 1982-83. During 1982-86, SWARAJ
DIVISION’s efforts were directed towards training its work force, reducing wastage,
cutting down scrap, inventory control, up gradation of quality, expanding dealer network
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G.H.N College of Commerce, Gangavathi20
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------in new areas and widening product variants. Thus SWARAJ DIVISION worked on ‘man’
rather than ‘machines’
STAGE OF GROWTH SINCE 1987
There is goodwill create in the mind of the people regarding brand SWARAJ, market
since 1987 has been showing growth trend. The demand for Swaraj has increased
tremendously. Now consumers are ready to wait and pay the entire amount in advance to
buy a Swaraj tractor rather than buying any other tractor. Production capacity had
increased presently to 33000 tractors per year and will further increase to 36000 tractors
per year by 2000.
THE DECADE OF NINETIES
The decade of 90’s has been a rewarding one for all the constituents of Swaraj enterprise
- through generation of wealth for its customers, its business associates, its employees, its
shareholders and the society.
Nomination by the Economic Times - ‘best company of the year 1998’.
Listed by FII in ‘the jewels of Asia’ category 1999.
Nomination of UTI institute of Capital Markets for excellence in
corporate governance.
Listed by Hong Kong based ‘Asia Money’ among top 5 best managed
companies in India 1999.
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G.H.N College of Commerce, Gangavathi21
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------ Listed by “Business Today’ among top 3 Economics value generators
in India.
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G.H.N College of Commerce, Gangavathi22
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Evolving Journey of SWARAJ DIVISION
1965 Govt. of India's research institute (CMERI) at Durgapur initiates design and
development of SWARAJ tractor based on indigenous know-how.
1970 Punjab Govt. through PSIDC acquires SWARAJ tractor's design from
CMERI and establishes Punjab Tractors Ltd. (SWARAJ DIVISION) for its
commercialization.
1971
-73
SWARAJ DIVISION sets up SWARAJ Project for 5,000 tractors per annum
at a capital outlay of Rs. 37.0 million with an equity base of Rs 11.0 million.
1974 Swaraj 724 (26.5 HP) tractor commercially introduced.
1975 2nd tractor model SWARAJ 735(39 HP) developed by own R&D,
commercially introduced.
1978 3rd Tractor model SWARAJ 720 (19.5 HP) developed by own R&D,
commercially introduced.
Maiden equity divided declared.
1980 Guided by social concerns and responsibility, SWARAJ DIVISION takes
over PSIDC's sick scooters unit - Punjab Scooters Ltd. (subsequently
renamed as SWARAJ Automotives Ltd.)
India's first Self propelled Harvester Combine - SWARAJ 8100 developed by
own R&D, commercially introduced.
SWARAJ Foundry Division set up in Backward area.
1981 Issue of maiden Bonus Shares (2:5), paid-up equity moves to Rs 15.4 million.
1983 4th Tractor Model - SWARAJ 855 (55 HP) developed by own R&D,
commercially introduced.
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G.H.N College of Commerce, Gangavathi23
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
Expansion of annual capacity to 12,000 tractors per annum at Plant 1.
1984 SWARAJ MAZDA Ltd. promoted in technical and financial collaboration
with Mazda Motor Corpn. & Sumitomo Corpn. Japan for manufacture of
Light Commercial Vehicles. SWARAJ DIVISION's equity participation is
Rs. 30.4 million (29%) and that of Mazda and Sumitomo's Rs. 27.0 million
(26%).
1985 SWARAJ Industrial Forklift Trucks developed by own R&D, commercially
introduced.
1986 SWARAJ ENGINES Ltd. promoted in technical and financial collaboration
with Kirloskar Oil Engines Ltd.(KOEL) for manufacture of diesel engines.
SWARAJ DIVISION's equity participation is Rs. 6.9 million (33%) and that
of KOEL's Rs 3.6 million (17%).
1989 1st Right Issue (1:1) at a premium of Rs 50/- per share (plus reservation of
200 Shares per employee) paid up equity moves to Rs 31.6 million.
1990 2nd Right Issues (1:2) at a premium of Rs 60/- per share (plus reservation of
200 Shares per employee) paid-up equity moves to Rs 50.6 million.
1992 2nd issue of Bonus Shares (1:1) paid up capital moves to Rs. 101.2 million.
1993 Annual tractor capacity expanded to 24,000 per annum at Plant 1.
1995 Setup of tractor Plant II at Village Chappercheri with annual capacity of
12,000 per annum.
1996 3rd issue of Bonus Shares (1:1), paid up equity moves to Rs. 202.5 million.
1998 Commencement of expansion to 60,000 tractors (30,000 at each plant).
Capital outlay of Rs 1000 million, funded mainly through internal accruals.
1999 5th and 6th tractor models - SWARAJ 733 (34 HP) & SWARAJ 744 (48 HP)
developed by own R&D, commercially introduced.
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G.H.N College of Commerce, Gangavathi24
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
FY 1999's divided @ 250% was corporate India's highest.
2000 Expansion of annual tractor capacity to 60,000 completed.
4th issue of Bonus Shares (2:1) paid up equity moves to Rs 607.6 million.
2001 SWARAJ DIVISION won National Championship trophy in competition
organized by All India Management Association (AIMA) for young
managers.
Economic times and Boston Consulting Group selects SWARAJ DIVISION
as one of the India's finest 10 companies out of Economic times top 500
Companies.
2002 Cumulative tractor sales crosses 5, 00,000.
2003 PSIDC's disinvestment of its entire Equity holding (23.49%) in SWARAJ
DIVISION in favor of CDC Financial Services (Mauritius) Ltd. With this,
total holding of CDC & its associates in SWARAJ DIVISION stands at
28.48%.
2004 7th & 8th tractor models - Swaraj 939 (41 HP) & Swarj 834 (34 HP)
developed by own R&D, commercially introduced.
2005 SWARAJ DIVISION disinvested 15,73,000 equity shares of Rs. 10/- each of
Swaraj Mazda Ltd. (constituting approx. 15% of SML's paid up capital) in
favor of Sumitomo Corporation, Japan, a joint venture partner in Swaraj
Mazda Ltd. at a total consideration of Rs. 629.2 million
2007 CDC/Actis Group and Burman Family's disinvestment of their Equity
holding in SWARAJ DIVISION (43.3%) in favor of Mahindra Group
(M&M).
M&M made open offer to shareholders for another 20% equity of the
Company.
Mahindra Group's equity holding in the Company stands at 64.6%
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G.H.N College of Commerce, Gangavathi25
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
Cumulative Tractor Sales cross 600,000.
Swaraj Track Type Combine designed and developed by in-house R&D,
commercially launched
ASSOCIATE UNITS OF SWARAJ DIVISION
1. SWARAJ FOUNDARY DIVISION:
It was established in 1980 at a capital outlay of Rs. 1.80 crores to provide grey iron
castings to SWARAJ DIVISION. Initial production was 5000 MT/year. It is situated in
village Majari in Ropar district. In FY 2007-08, production of castings was 9,600 Metric
Tonnes, representing a value of nearly Rs. 50.5 crores.
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G.H.N College of Commerce, Gangavathi26
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------2. SWARAJ COMBINE DIVISION:Punjab government requested SWARAJ DIVISION for the development and
manufacture of self propelled Harvester combines to curtail the harvesting season and
save the crops from natural calamities. As a result Swaraj Combine Division was set up
in 1980 at Chappercheri to produce 250 combines per annum at an initial investment of
Rs. 2.65 crores. In 1981, first SWARAJ 8100 rolled out. In 1985, production of diesel
fork lift also started in collaboration with KOMATSU Fork- Lift Company of Japan.
Over last 28 years, the company has sold nearly 3,150 combines including 65 in 2007-08.
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi27
SWARAJ DIVISIONPLANT- 1PLANT – 2PLANT -3
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------SWOT ANALYSIS
STRENGTHS:
The company has an excellent distribution network. Due to strong consumer preference
and the potential for expansion, the industry in bound to record growth. The company
mainly has medium horse power tractor in its product portfolio, which holds a good
growth potential thereby leading to an increase in the market share. Strong Research and
development set up. Being a cash rich company, SWARAJ DIVISION should have no
obstacle for further expansions.
WEAKNESSES
Being agro-based product, company’s fortune depends on the vagaries of the monsoon.
The company is addressing this problem by going in for capacity expansion and
increasing dealer network. The company has not leveraged its brand and product varies in
the exports market. Major market share in Punjab & Haryana could stagnate as the
market mature.
OPPORTUNITIES:
The Company will have the advantage to synergize with M & M, Farm Equipment Sector
in the areas of sourcing, manufacturing, product development and distribution. Increased
agri-focus of the Indian Government. Good brand name, product quality and cost
advantage to increase exports in low value markets of Sri Lanka, Bangladesh and African
countries.
THREATS:
The entry of international and new domestic players would intensify competition
significantly. This could put pressure on the sale growth and the merging of the company.
Number of technically superior new models likely to be launched in the market in the
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi28
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------next two years. The evitable increase in petroleum prices including diesel & other inputs,
will naturally bring down the spirit of a prospective tractor purchasers.
INDUSTRY PROFILE
HISTORY: INDIAN TRACTOR INDUSTRY
THE BEGINNING: Indian Tractor Industry took birth in 1959-60 when the first
tractor manufacturing unit was established. However, this industry found a firm footing
only after the turbulent period of 1968-74, during which the acceleration which should
have emerged from the upsurge in demand generated by the Green Revolution was
navigated by large-scale imports of fully built tractors. By 1973-74 when imports were
banned, 22 manufacturers remained. It is in an environment of intense competition
between 22 manufacturers that our tractor industry has grown during the last 30 years.
During this period, it has become not only a major segment of our engineering industry
but with a population of 1, 30,000 tractors in 1990, our country became the second largest
tractor producer in the world.
The development of tractors industry from the very beginning i.e. 1959-60 Till date
can be divided into the following four phases:-
1. First phase of development (1959-68):
In late sixties demand for tractors was low. After 1967, demand of tractors started
multiplying at an annual rate of nearly 50% because government policies in respect of the
development of tractor industry to promote mechanization of agriculture encouraging
local manufacturer of tractors along with the import of tractors from Eastern Europe. At
the same time, government protected the interests of the farmers by making tractors
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi29
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------available to them at reasonable prices. Tractors manufacturing units came up in this
decade:
Escher Tractors Ltd. (1959)
Tractors and Farm Equipment Ltd. (1963)
Tractors and Builders Ltd. (1964)
International Tractors Ltd. (1965)
2. Second phase of development:
The government’s decision to freely invite new entrepreneurs to tractor manufacture in
1968 backed by Green Revolution, led to the establishment of six more units in this
industry. They were:
Escorts Tractors Ltd. (1971)
Hindustan Machine Tools Ltd. (1971)
Kirloskar Tractors Ltd. (1974)
Punjab Tractors Ltd. (1974)
Pittie tractors Ltd. (1974)
Harsha Tractors. Ltd. (1975)
The combined output of 11 units has risen to 32,000 by 1975.
Government de-licensed the tractor industry in 1968 and then banned import of fully built
tractors in 1974. There was expansion in rural branches of banks and rural lending
increased. The pace of irrigation facilities also increased and government extended full
support to old and new manufacturers to speedily establish them.
3. Third phase of development:
Banning of imports and increased competition due to increase in number of tractor
manufacturers led to the growth in local production. The boom in the tractor industry in
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi30
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------the late seventies led to the setting up of two more units for the manufacture of tractors.
These were:
Auto Tractors Ltd. (a U.P. Government enterprise) (1981)
Partap Steel Rolling Mills Ltd. (Tractor Division) (1983)
The tractor industry saw a rapid growth of 6% from 1982-87.
4. Fourth Phase of development:
After 1987 the tractor industry further picked up Government gave priority to agriculture
and exempt the excise duty on tractors below 1800cc in 1986 and repayment period was
increased from 7 to 9 years. After this, average growth of 15% was experienced for 1988-
92 which was due to green revolution. After six years (1987-92) of rapid growth, demand
for tractors showed a decline of 4% in 1992-93 and 3.8% in 1994-95. Sales dropped from
1.51 lacs in 1991-92 to 1.38 lacs in 1993-94. The decline was due to the following
factors:-
Land development bank, an important source of finance, collapsed. Depression in market
due to credit squeeze. Decrease in production of cash crops. Political uncertainty.
But after that tractor industry again started growing and tractor sales went to 1.64
lacs in 1995 and further in 1996-97.
THE PRESENT
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G.H.N College of Commerce, Gangavathi31
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
Sales peaked to 2.73 lacs in 1999-2000. In the year 2000-01 and 2001-02 the sales
decline to 2.53 and 2.18 lacs because of fall in the rural income virtually all over country
and due to rising competition. It reached 1.69 lacs in 2002-03. The industry saw an
upward trend volume touching 4 lacs in 2009-10 and to 4.46 lacs in 2010-11. During the
current FY 2009-10, around 4,50,000 tractors were sold in India and 100000 tractors
were exported.
The industry has now discovered channel-exports to ensure that the sales of tractors do
not drop. In fact, exports have now become a thrust area.
Five major manufacturers are in the race for tractor market today, account for 78% of the
total market share. They are offering products of different HP’s. They include below
20HP, 21-30HP, and 41-50HP and above.
CRITICAL PARAMENTERS FOR GROWTH OF TRACTOR INDUSTRY
* AGRICULTURE INDUSTRY
Nearly 90-95% tractors are purchased with the help of bank credit. It plays an important
role in determining the demand for tractors.
* PRICING OF TRACTORS .
The financial inability of the Indian farmers makes the pricing a critical parameter.
Companies that managed to keep their costs low are the ones that managed to survive
during the reversionary period.
* MONSOONS AND CROP PRICES.
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G.H.N College of Commerce, Gangavathi32
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------The farmers have to pay 15% of the total price of the tractor, in cash, at the booking
stage; consequently, if the farmer is faced with bad monsoons and low crop prices, he
will not be able to make the initial down payments.
* GOVERNMET POLICIES
To enable a farmer to purchase a tractor against these odds, the government introduced
subsidies in this sector. In the budget of 2004 all the tractors were exempted from excise
duty.
* IMPORTS
The industry reduce its dependence on imports, they have indigenized their inputs,
which were earlier imported and priority is given to Research and Development. All
tractor manufacturing units, except the Swaraj Division, were initially set up with foreign
collaboration, tractor industry has been on its own for the last decade.
* WIDENING RANGE FOR CUSTOMER CHOICE
Competition in tractor industry led to increase in the variety of models for farmers to
choose from. Industry today offers more than 43 models, and special variants to suit
regional needs and special usage are often available in many models.
TRACTOR MARKET – A CYCLICAL TREND
Table below provides the industry picture for 2007-08, geographically & segment wise:
GEOGRAPHICALLY
Territory %age of Domestic Sales
North (Punjab, Haryana & Uttar Pradesh)
Central (Madhya Pradesh & Rajasthan)
29%
18%
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G.H.N College of Commerce, Gangavathi33
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------East (Bihar, West Bengal, Orissa & Assam)
West (Gujarat & Maharashtra)
South (Andhra Pradesh, Tamil Nadu, Karnataka & Kerala)
9%
18%
26%
SEGMENT WISE
HP Range %age of Domestic Sales
Up to 30 HP
31 - 40 HP
Above 40 HP
18%
37%
45%
THEORITICAL BACKGROUND
INTRODUCTION
In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi34
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------There is a substantial body of empirical literature that establishes the
benefits of customer satisfaction for firms.
"Well, there goes another satisfied customer", I used to hear from the
manager of a radio rentals shop I used to work in during student vacations
some twenty five years ago, and we all would snigger. Clearly there was not
much commitment to customer satisfaction in that organization; but what
exactly is the purpose of satisfying the customer when such a commitment
does exist?
The answer to this question is provided by "The Customer Service Profit
Chain" modeled below. The theory behind this diagram encapsulates all you
will need to know about how customer satisfaction, and then customer
loyalty, are linked to the quality of customer service and ultimately to you
own firm's profitability.
In short - keeping the customers satisfied translates to benefits in your own
bottom line
Customer satisfaction refers to the extent to which customers are happy with
the products and services provided by a business. Customer satisfaction
levels can be measured using survey techniques and questionnaires.
Gaining high levels of customer satisfaction is very important to a business
because satisfied customers are most likely to be loyal and make repeat
orders and to use a wide range of services offered by a business
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi35
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------MEANINGCustomer satisfaction, a business term is a measure of how products and
services supplied by a company meet or surpass customer expectation. It is
seen as a key performance indicator within business and is part of the four
perspectives of a The Department of The Customer Satisfaction is
Responsible to Deal with The complaints. This department monitors and
classifies the complaints, review, identify the schemes that are expected to
improve customer service and provide satisfactory response to customers.
Customer favor the delivery with right quality, right quantity at the right
time, at the right cost, at the right place in addition to safety transaction of
the organization. So fulfilling expected needs of the customer for their
satisfaction
Customer satisfaction refers to the extent to which customers are happy with
the products and services provided by a business. Customer satisfaction
levels can be measured using survey techniques and questionnaires.
DEFINITION---------------------------------------------------------
---------------G.H.N College of Commerce, Gangavathi
36
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
BUSINESS DEFINITION FOR: CUSTOMER SATISFACTION
The degree to which customer expectations of a product or service are
met or exceeded. Corporate and individual customers may have
widely differing reasons for purchasing a product or service and
therefore any measurement of satisfaction will need to be able to take
into account such differences. The quality of after-sales service can
also be a crucial factor in influencing any purchasing decision. More
and more companies are striving, not just for customer satisfaction,
but for customer delight, that extra bit of added value that may lead to
increased customer loyalty. Any extra added value, however, will
need to be carefully costed.
Other research and consulting firms have customer satisfaction
solutions as well. These include Customer Satisfaction Audit
process[6], which incorporates the Stages of Excellence framework
and which helps define a company’s status against eight critically
identified dimensions. A.T. Kearney's
Customer satisfaction is obtained is along three different types of needs,
namely:
Dissatisfies which are the needs that are expected in product or
service.
Satisfiers which are the needs that customers feel they desire.
Exciters/delighters which are the creative features that customers
had not expected at the point of time.
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G.H.N College of Commerce, Gangavathi37
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
CUSTOMER SATISFACTIONPSYCHOLOGICAL FACTOR
A person’s buying behavior is also influenced by the psychological factors
such as
1. Motivation: Motivation is an inner urge to act, to move, to achieve a
goal or an objective. It is the driving force which makes the person
act. A person buys products on account of certain mental and
economic forces which create desire for buying such products.
2. Perception: Perception shapes a person’s behavior. It is the process by
which individual selects, organizes and interprets information inputs
to create a meaningful picture of the world. A motivated person is
ready to act even if the way in which he has to act is influenced by his
perception. However persons at the same motivated stage may act in
their own distinct ways in case they perceive the situation differently.
3. Learning: Learning is the key aspect in the study of human behavior.
It refers to changes in behavior brought about by practice and
experience. A person learns when he acts. Almost everything he does
or thinks is learned. In short, buying decisions are critically influenced
by the learning experiences of buyers.
4. Attitude: An attitude is a state of mind or feeling. It refers to a
person’s emotional feeling, actions, and tendencies towards some idea
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G.H.N College of Commerce, Gangavathi38
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
or object. It is the result of experience that interacts with perception,
thinking, feeling, and reasoning. For instance, once a person has
developed a brand loyalty, it is hard to change his attitude and beliefs.
FEATURES OF CUSTOMER BEHAVIOUR It involves both the individual (psychological) and to group (social)
process.
It consists of communication purchasing and consumption behavior
It is reflected by post purchase evaluation which indicates either
satisfaction or non satisfaction
It is shaped by social environment.
FACTORS IN CUSTOMER DETERMINING SATISFACTION
1. Quality of supply
2. Product installation
3. Product performance ease of operation and control
4. After sales service
4. Reliability
5. Maintainability
6. Serviceability
VOICE OF THE CUSTOMER:
Several tools are available to listen to the customer are such as:
1. Comment cards
2. Questionnaires
3. Focus groups
4. Toll free telephone lines ---------------------------------------------------------
---------------G.H.N College of Commerce, Gangavathi
39
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
5. Visit to customers
6. Reports cards
7. The internet
8. Feedback from employee
9. Mass communication
10. Customer satisfaction index
CHARACTERISTICS AND EXPECTATIONS
CharacteristicsExpectations
Delivery Delivered on time in right place in undamaged
Condition.
Commissioning Appropriate instructions on setup or manual
techniques or supplied for complicated products.
Use Well drafting manuals or instructions for Proper use.
Field service Appropriately trained techniques to promptly attend
repairs and replacement.
Customer services customer service personnel to respond to
Question and for clarifications.
Warranty clearly written and ensuring prompt
services on claims
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi40
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
.zxwdsc`e*-*-432
CUSTOMER PROFIT CHAIN
TOTAL CUSTOMER SATISFACTION
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi41
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
Whether the buyer is satisfied after purchase depends on the offers
performance in relationship to buyer’s expectations and whether the buyer
interprets any deviations between the two. In general, satisfaction is person’s
feelings of pleasure or disappointment that result from comparing products
perceived performance to their expectations, the customer is satisfied. If the
performance exceeds expectations, the customer is highly satisfied or
delighted. Customer assessments of product performance depends on many
factors, especially the type of loyalty relationship, the customer has with
brand.
CHAPTER-IV
ANA LAYSIS AND INTERPRETATION
Q1) How do you know about the dealer ?
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi42
source Frequency Percent Valid
Percent
Cumulative
Percent
Friends 30 75.0 75.0 75.0
Others 10 25.0 25.0 100.0
Total 40 100.0 100.0
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
INFERENCE
75% of respondents have told that they came to know only through friends, and the
remaining 25% have told that the awareness about the dealers was through other
source
Q2) Which type of tractor model you have?
MODE
L
Frequency Percent Valid
Percent
Cumulative
Percent
SWAR
AJ-
735FE
4 10.0 10.0 10.0
SWAR 36 90.0 90.0 100.0
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi43
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
AJ-
835FE
Total 40 100.0 100.0
INFERENCE
From the above table it is clear that only 10% of the farmers use SWARAJ-735FE
and rest of the 90% use SWARAJ-835FE
Q3) Which types of tractor model you buy?
parameters Frequency Percent Valid
Percent
Cumulative
Percent
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi44
Tractor model
SWARAJ-735FE
SWARAJ-835FE
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
Economy 28 70.0 70.0 70.0
Safety 9 22.5 22.5 92.5
Others 3 7.5 7.5 100.0
Total 40 100.0 100.0
INFERENCE
From the above table it is clearly identified 70% of the respondents have told that
they bought based on their economic conditions, whereas 22.5% have told the
reason as safety and the remaining 7.5% has given some other reason.
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi45
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Q4) How do you feel about the service in terms of charges?
parameter
s
Frequency Percent Valid
Percent
Cumulative
Percent
Very high 1 2.5 2.5 2.5
High 6 15.0 15.0 17.5
Moderate 33 82.5 82.5 100.0
Total 40 100.0 100.0
INFERENCE
From the above table only 2.5% of respondents felt that the charges are very high,
whereas 15% felt that the charges are high and the remaining 82.5% felt that the
charges are moderate and they were happy about the charges levied by the firm.
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G.H.N College of Commerce, Gangavathi46
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
Q5) what do you think about Quality of work?
parameters Frequenc
y
Percentage Valid
Percentage
Cumulative
Percentage
Excellent 1 2.5 2.5 2.5
Very Good 17 42.5 42.5 45.0
Good 14 35.0 35.0 80.0
Fair 8 20.0 20.0 100.0
Total 40 100.0 100.0
INFERENCE
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi47
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------From the above table it is clearly identified 2.5% of respondents have rated the
quality of work as excellent. Another 42.5% rated it as very good, then 35% of the
customers have told it as good and the remaining 20% rated it as fair.
Q6) what will you say about convenience with the dealer ?
paramete
rs
Frequenc
y
Percentage Valid
Percentage
Cumulative
Percentage
Very
Good
20 50.0 50.0 50.0
Good 12 30.0 30.0 80.0
Fair 8 20.0 20.0 100.0
Total 40 100.0 100.0
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G.H.N College of Commerce, Gangavathi48
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
INFERENCE
Almost 50% seems to be very convenient with the dealer, another 30% seems to be
convenient with the dealer and the remaining 20% seems to be some what.
Q7) what is the level of comfortness of service ?
parameters Frequenc
y
Percent
age
Valid
Percentage
Cumulative
Percentage
Excellent 1 2.5 2.5 2.5
Very Good 19 47.5 47.5 50.0
Good 13 32.5 32.5 82.5
Fair 7 17.5 17.5 100.0
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi49
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
Total 40 100.0 100.0
INFERENCE
The comfortness in the level of service is measured and it is found that 47.5% felt
very good in comfort, then 32.5% felt good in comfort and the remaining 17.5% felt
fair in comfort.
Q8) After your service visit, did someone from the dealership contact
you by phone or by mail to see if you were satisfied with your overall
service experience?
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G.H.N College of Commerce, Gangavathi50
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
param
eters
Frequency Percentage Valid
Percentage
Cumulative
Percentage
Yes 35 87.5 87.5 87.5
No 5 12.5 12.5 100.0
Total 40 100.0 100.0
INFERENCE
From the above furnished table it is clearly indicated that Almost 87.5% told that
they will get a call about the satisfaction in service from the company, and 12.5%
told that they will not receive such type of call after service.
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G.H.N College of Commerce, Gangavathi51
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
Q9) In evaluating your most recent customer service experience, what
was the quality of service you received?
parameters Frequency Percen
tage
Valid
Percent
age
Cumulative
Percentage
Somewhat
unsatisfactory
5 12.5 12.5 12.5
About average 5 12.5 12.5 25.0
Very satisfactory 29 72.5 72.5 97.5
Superior 1 2.5 2.5 100.0
Total 40 100.0 100.0
INFERENCE
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi52
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------2.5% told that the company provides a superior customer service and almost 72.5%
were satisfied with the customer service in the company. Another 12.5% were found
to be somewhat unsatisfactory, and then other 12.5% told that they were average in
customer service only.
Q10) what do you think about completion of the service in the time
promised?
parameters Frequency Perce
ntage
Valid
Percentage
Cumulative
Percentage
Very Satisfied 32 80.0 80.0 80.0
Somewhat
Satisfied
6 15.0 15.0 95.0
Somewhat
Dissatisfied
2 5.0 5.0 100.0
Total 40 100.0 100.0
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G.H.N College of Commerce, Gangavathi53
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
INFERENCE
On time delivery of the service was the next factor considered to be very important
and in this regard, 80% of the customers feel very much satisfied with the timing of
the service, then 15% seems to be somewhat satisfied and only 5% seems to be
somewhat dissatisfied.
Q11) Do u think customer service representatives are very polite?
parameter
s
Frequency Percentag
e
Valid
Percentage
Cumulative
Percentage
Strongly
disagree
2 5.0 5.0 5.0
Somewhat
disagree
1 2.5 2.5 7.5
Somewhat
agree
30 75.0 75.0 82.5
Strongly 7 17.5 17.5 100.0
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G.H.N College of Commerce, Gangavathi54
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
agree
Total 40 100.0 100.0
INFERENCE
From the above table it is clear that 5% of respondents are strongly disagree about
politeness of the representatives, 2.5% of respondents are somewhat disagree about
representative’s politeness, 75% of respondents are somewhat agree and 17.5% of
respondents are strongly agree.
Q12) Which of the following qualities of the service representative stood
out? (As being superior)
parameters Frequenc
y
Percen
tage
Valid
Percentage
Cumulative
Percentage
Patient 2 5.0 5.0 5.0
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G.H.N College of Commerce, Gangavathi55
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Enthusiastic 15 37.5 37.5 42.5
Listened
carefully
7 17.5 17.5 60.0
Friendly 16 40.0 40.0 100.0
Total 40 100.0 100.0
INFERENCE
From the above table it is clear that 5% of the employees seem to be very patient to
the customers, 37.5% seem to be enthusiastic, 17.5% seem to listen to the customers
very carefully and then attend to their problems and another 40% were found to be
friendly to the customers all the time.
Q13) What do you think customer service representative are
knowledgeable ?
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G.H.N College of Commerce, Gangavathi56
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
parameters Frequency Percenta
ge
Valid
Percentage
Cumulative
Percentage
Strongly
disagree
4 10.0 10.0 10.0
Somewhat
disagree
4 10.0 10.0 20.0
Neutral 1 2.5 2.5 22.5
Somewhat agree 19 47.5 47.5 70.0
Strongly agree 12 30.0 30.0 100.0
Total 40 100.0 100.0
INFERENCE
From the above table it is clear that 10% of respondents strongly disagree that
representatives are knowledgeable and the same percentage of respondents are
somewhat disagree that representatives are knowledgeable, 2.5% of respondents are
neutral, the respondents of 47.5% are somewhat agree with the knowledge of the
representatives and 30% of respondents are believe that representatives have good
knowledge.
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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
Q14) Are they able to solve the problems ?
paramete
rs
Frequen
cy
Percentag
e
Valid
Percentage
Cumulative
Percentage
Very
Good
20 50.0 50.0 50.0
Good 15 37.5 37.5 87.5
Fair 5 12.5 12.5 100.0
Total 40 100.0 100.0
INFERENCE
Almost 50% of the customers were of opinion that there was a very good problem
solving skill amongst the employees of the firm. 37.5% seems to be of the opinion
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi58
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------that the problem solving skill is good. 12.5% seems to be saying that the employees
have a fair problem solving skill.
Q15) what about the understanding ability of employees about customer
needs ?
Frequency Percentag
e
Valid
Percentage
Cumulative
Percentage
Very
Good
21 52.5 52.5 52.5
Good 15 37.5 37.5 90.0
Fair 4 10.0 10.0 100.0
Total 40 100.0 100.0
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi59
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------
INFERENCE
From the above table 52.5% of the customers were of opinion that the employees
very understanding in nature, 37.5% were of opinion that they were good in
understanding, and 10% of the customers were of opinion that the employees have a
fair level of understanding.
Q16) Would you recommend this dealer to a friend or relative as a place
to have their tractors serviced?
paramete
rs
Frequency Percentag
e
Valid
Percentage
Cumulative
Percentage
Definitely 31 77.5 77.5 77.5
Probably 4 10.0 10.0 87.5
Not sure 4 10.0 10.0 97.5
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G.H.N College of Commerce, Gangavathi60
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Definitely
not
1 2.5 2.5 100.0
Total 40 100.0 100.0
INFERENCE
Almost 77.5% of the customers were ready to recommend definitely to friends or
relatives, 10% have told they may recommend, another 10% have told that they
may or may not recommend and only 2.5% of the customers seems not to
recommend the services to anybody.
Q17) If you need service again for your tractor, would you return to this
dealer ?
paramete
rs
Frequency Percentag
e
Valid
Percentage
Cumulative
Percentage
------------------------------------------------------------------------
G.H.N College of Commerce, Gangavathi61
A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------Definitely 32 80.0 80.0 80.0
Probably 3 7.5 7.5 87.5
Not sure 4 10.0 10.0 97.5
Probably
not
Definite
not
1
0
2.5
0
2.5
0
100.0
100.0
Total 40 100.0 100.0
INFERENCE
From the above table almost 80% of the customers were willing to come back to the
dealer in future. 7.5% of them were not sure whether they would come back, other
10% have said they may or may not come back and 2.5% of the customers have said
that they will not come back at all.
CHAPTERFINDINGS, SUGGESTIONS AND CONCLUSION
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FINDINGS:The observations on the survey support the customer satisfaction of swaraj division
mohali, to a greatest extent of 95%. But still 5% of the customers were dissatisfied on the
following grounds such as
delay in delivering,
lack of knowledge for mechanics,
then the charges seems to be high
then there is a complaint as there were repetition of complaints
then some of them seems to be not satisfied with the employees
Just because the complaints were received from only few customers we can’t ignore this,
and hence the following recommendations were made to the company in improving the
level of customer satisfaction.
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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------SUGGESTIONS:
To avoid problems on in-time delivery of vehicles, the company can make a call
after the vehicle is ready, thereby it is possible for the company to avoid
inconvenience posed on the customers. If not the company can increase the
number of mechanics in the service department.
In avoiding cost related dissatisfaction among the customers, the company can
give its customers some special schemes like “one free service” for every ten
services. When it is announced, probably the customers will try to avail that free
service, in turn there is a possibility to increase the customers also.
To avoid repetition of complaints the company can appoint one chief mechanic to
check the vehicle soon after the service is over and before each delivery it has to
be ensured that the chief mechanic checks it promptly.
To avoid dissatisfaction in customer service the company can assign the
customers to a particular employee permanently. Thereby employees will also try
to treat their customers well and the customers also feel free to the particular
employee.
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CONCLUSION:
This project dealt with study on customer satisfaction after sales service in Punjab
tractor ltd. Swaraj division. The project was done to know how retain the customer and
thereby improve loyalty.
This study gives the opinions and their suggestions about the swaraj Limited and this
project also gives the view upon the qualities and attitudes of the customers about the
employees of the organisation.
This study also gives the views and suggestions about retaining the potential customers to
the organization and keeps them loyalty to the organization.
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QUESTIONNAIRE
A STUDY ON CUSTOMER SATISFACTION AFTER SALES
SERVICE WITH
REFERENCES OF SWARAJ DIVISION
1. Name of the respondent:
2. Age :
3. Gender : Male/Female
4. How do you know about this dealer ?
a. Friends & relatives
b. Others
5. which tractor model you have ?
a. Swaraj-735FE
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b.Swaraj-835FE
6.which quality you have seen before buy the tractor ?
a.economy
b.safety
c.others
7. How do you feel about the service in terms of charges?
a. Very High
b. High
c. moderate
d. Low
8. On your most recent service visit, how would you rate the service
department on the following areas?
Excellent Very
Good
Good Fair Poor
Quality of work
performed
Convenience with the
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dealer
Level of comfortness of
service
9. After your service visit, did someone from the dealership contact you
by phone or by mail to see if you were satisfied with your overall service
experience?
a. Yes
b. No
10. In evaluating your most recent customer service experience, What
was the quality of service you received ?
a. Somewhat unsatisfactory
b. About average
c. Very satisfactory
d. Superior
11.What do you think about the completion of the service in the time
promised?
a. Very Satisfied
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b. Somewhat Satisfied
c. Somewhat Dissatisfied
d. Very Dissatisfied
12. Do you think customer service representatives are very polite ?
a. Strongly disagree
b. Somewhat disagree
c. Somewhat agree
d. Strongly agree
11. Which of the following qualities of the service representative
stood out ?(as being Superior)
a. Patient
b. Enthusiastic
c. Listened carefully
d. Friendly
12. What do you think that customer service representative are
knowledgeable ?
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a. strongly disagree
b. some what disagree
c. some what agree
d. some strongly agree
13. Are they able to solve the problems of the customers ?
a. Very good
b. Good
c. Fair
14.what about the understanding ability of the employees about
customer needs ?
a.Very good
b.good
c.fair
15. Would you recommend this dealer to a friend or relative as a
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A Study On Customer Satisfaction After Sales Service Of Swaraj------------------------------------------------------------------------ place to have their Tractor serviced?
a. Definitely
b. Probably
c. Not sure
d. Definitely not
16. If you need service again for your tractor, would you return
to this dealer ?
a. Definitely
b. Probably
c. Not sure
d. Probably not
e. Definitely not
17. If you are not totally satisfied with the Customer Service
Representative, please state below the reason(s) for your
dissatisfaction
……………………………………………………………………
……………………………………………………………………
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18. What recommendations would you offer for improving customer
service?
……………………………………………………………………
……………………………………………………………………
Thank you for your feedback.
BIBLIOGRAPHY---------------------------------------------------------
---------------G.H.N College of Commerce, Gangavathi
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# Books
GUPTA SHASHI K.GUPTA
SHARMA R.K., Marketing Management
# Journals Annual Reports of PUNJAB TRACTORS LTD.
# INTERNET WEB SITES
www.swarajenterprise.com
#Web Pages
http://www.swarajenterprise.com/
http://www.swarajenterprise.com/Swaraj Division_index.htm
http://www.swarajenterprise.com/Swaraj Divisionannualreport.asp
http://www.swarajenterprise.com/Swaraj Division_enterprise.htm
www. indiaautomotive.net
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