maruti customer satisfaction

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MARUTI UDYOG LIMITED

CUSTOMER SATISFACTION OF

MARUTI UDYOG LTD.

Submitted by:-SMRITI CHOUDHARY

Sec- B, Roll no-112

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ACKNOWLEDGEMENT

I express my sincerest gratitude to my project guides, Miss ASHA

THOMASfor her encouragement, support and valuable guidance

through out the duration of the project. Inspite of being occupied with

unending engagements in college, she made sure that my project was

heading in the right direction and that I did not lose sight of my end

goals.

I am also thankful to all other employees at Maruti Udyog Limited for

providing me all the information and help I required for the successful

completion of this project.

I would also like to thank all those people who spared some time for

me out of their busy schedule and shared some information relevant to

my project.

My project shall remain incomplete if I do not acknowledge the support

that I got from all the people around me.

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PREFACE

If we can compare marketing to a long train with a multiple compartment then every

bogies represent different aspect of marketing. Marketing strategy formulation depends

upon the every aspect of related terms and marketing research plays vital roles to connecteach compartment to form a cohesive functional unit.

The automotive industry is at the center of Indias new global dynamic. It plays major

roles in retaining manufacturing industry growth over 12.5% per annum

The motivation behind the project was to gain clear understanding about marketing

research. Through this project I have tried to understand the complexities involved in

gathering of data for drawing inferences .The final objective is to produce a result that isaccurate, useful, and free from bias and helps in the successful completion of my course.

The project has been presented in a simple format..

Satisfaction is a persons feeling of pleasure or disappointment resulting from a

comparing perceived performance in relation to his or her expectation. If the performance

falls short of expectation, the consumer is dissatisfied. If the performance matches the

expectations, he consumer is satisfied. If the performance exceeds expectation, the

customer is highly satisfied or delighted.

In todays competitive scenario firms consistently tries to satisfy his existing customer to

get more customers in every regards. To meet the desired expectation of customers

companies has to look around all aspects of products services and of course market

condition, otherwise they may be out of the race. Automobile industry has the same

competitiveness and every firm in the industry is consistently working for enhancing their

product and services.

The study widely concentrates on the level of satisfaction amongst customers for which I

did Exploratory Research to check the satisfaction level amongst the customers of Maruti

as the popular punchline also says Count On Us.

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TABLE OF CONTENTS

CHAPTER-1: INDUSTRY OVERVIEW

CHAPTER-2: COMPANY PROFILE

2.1 ABOUT COMPANY

2.2 PROBLEMS OF THE ORGANISATION

2.3 COMPETITORS INFORMATION

2.4 S.W.O.T ANALYSIS OF THE ORGANISATION

CHAPTER-3: CONCEPTUAL DISCUSSION3.1 NEWS ARTICLES

3.2 CUSTOMER SATISFACTION

CHAPTER-4: RESEARCH METHODOLOGY

4.1 OBJECTIVES

4.2 SCOPE

4.3 LIMITATIONS

CHAPTER-5: DATA ANALYIS

CHAPTER-6: FINDINGS AND RECOMMENDATIONS

BIBLIOGRAPHY

ANNEXURE

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INTRODUCTION

1.1 OVERVIEW OF THE INDUSTRY

India is an emerging country with huge potential. The domestic economy is now growing

at around 9-10% per annum and Indias importance in global terms is being reinforced by

rapidly rising exports and domestic consumption. At a time when numbers of a slowdown

and overheating in the Indian economy have started gaining momentum, the Indian rupee

sprang a surprise by pushing the GDP figure past the trillion-dollar (42,00,000 crore)

mark.

The automotive industry is at the center of Indias new global dynamic. The domestic

market expanding rapidly as incomes rise and consumer credit becomes more widely

available. Manufacturers product lines are being continually expanded, as is the local

automotive manufacturing base. Expectation are high that India can develop as a global

hub for vehicle manufacturers and as an outsourcing center that offers the global

automotive industry solution high up the automotive value chain.

India eyes 25 million automotive jobs. Indias GDP is set to double over the next decade

In percentage terms, the automotive industry's contribution should also double. In dollar

terms, the sector's contribution is set to quadruple to some $145bn

The automobile industry in India accounts for a business volume of $45 billion and has

the potential to grow much faster both through Indian as well as international

manufacturers who have established huge facilities in the country

With the worlds second largest and fastest-growing population, there is no denyingIndias potential in both economic and population terms and the effect it will have on the

auto industry in the years to come. The country is already off to a good start, with a well-

developed components industry and a production level of 1 million four-wheeled vehicles

a year, plus a further 5 million two- and three-wheelers.

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The implications, market drivers and scope of a future massive Indian vehicle market are

covered in the India Strategic Market Profile, a brand-new forecast of Indian automotive

and related activity to 2020. Based on Max Pemberton's unique relational long-term

forecasting model, it forecasts car and CV sales, demographics, materials usage, auto

industry employment, and explains their inter- year of healthy growth in auto industry.

INDUSTRY GROWTH

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Future of the Automobile in the Economy

US based consultancy, keystone predicts that India will become worlds third largest

automobile market by 2030. Overall size expected to exceed 20 million with

compounded annual growth rate of over 12%.

Car segmentation: This is done on the basis of size and price of the car

A segment: maruti800, omni

B segment: Zen, wagon-r, alto, Santo, polio, indicia

C segment: esteem, accent, indigo, icon, Honda city, civic

D-segment: opera, Octavia, sonata, monde, accord, corolla, Camry, Mercedes

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1.2 PROFILE OF THE ORGANIZATION MARUTI UDYOG LTD.

In 1970 , Sanjay Gandhi the son of Indira Gandhi envisioned the manufacture of an

indigenous , cost effective , low maintenance compact car for the Indian middle class .

Indira Gandhis cabinet passed a unanimous resolution for the development and

production of a peoples car. Sanjay Gandhis company was christened Maruti limited.

The name of the car was chosen after a Hindu deity named Maruti Ltd. That time

Hindustan Motors Ambassador was the chief car and the company had come out with a

new entrant the premier Padmini that worked slowly gaining a part of the market share

dominated by the ambassador. For the next ten years the Indian car market had stagnated

at a volume of 30,000 to 40,000 cars for the decade ending 1983.

Sanjay Gandhi was awarded the exclusive contract and license to design, develop and

manufacture the Peoples Car. These exclusive rights of production generated some

criticism in certain quarters, which was directly targeted at Indira Gandhi. Over the next

few years the company was sidelined to Bangladesh liberation war and emergency.

In the early days under the powerful patronage of Sanjay Gandhi the company was

provided with free land, tax breaks and funds. Till the end of 1970 the company had not

started the production and a prototype test model was welcomed with criticism and

skepticism. The company went into liquidation IN 1977. The media perceived it to be

another area of growing corruption. Unfortunately Marutis started to fly only after the

death of Sanjay Gandhi, when Suzuki motors joined the government of India as a joint

venture partnered with 50% share. After his death Indira Gandhi decided that the project

should not be allowed to die. Marutis entered into this collaboration with Suzuki motors.

The collaboration heralded a revolution in the Indian car industry by producing the

maruti-800. It created a record of taking 13 months time to go from design to rolling out

cars from a production line.

The production of Maruti-800 in 1983 marked the beginning of a revolution in the Indian

automobile industry. It brought in the latest technology of that time more fuel efficiency

and lower prices that led to the creation of a huge market for all car segments.. This in

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turn brought in more players in this segment. A number of auxiliary car parts making

units were set up as more car manufacturers realized it was more cost effective to make

their car parts in India rather than importing them.

Marutis major influence was in helping the component industry in the country because

of its emphasis on localization and indigenization. As in the beginning that sector hadnt

grown much Marutis had to start dozens of joint ventures with Indian entrepreneurs. It

got them from foreign collaborations that led to collaborations for other manufacturers so

that over a period of time the whole component industry was able to upgrade itself and

improve its quality who had given their income leading to major existing export potential

vehicle components. It also brought in better methods of financing that allowed more

people who given their income levels could not afford to buy a car on their own, to buycars. It still remains the leader not only in the terms of market share but also in customer

satisfaction surveys. It has consistently topped J.D. power quality surveys, including

2005. By the year 1993 the company had sold 1, 96,820 cars. By March 1994 it produced

1 million vehicles becoming the first Indian company to cross the 2 million mark in

October, 1997 and rolled out 4 millionth vehicles as Alto-LX .Then it introduced Wagonr

followed by Swift . Swift has been a great success in the market .In 2007 Maruti came up

with SX4 and Grand Vitara.In 2011 it launched KIZASHI.

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Marutis Strategic Goal

- Maintained its materials cost despite change in product mix.

- Growing shipments of Alto.

- Has 55% of the market.

- Introduced both petrol and diesel variants of Swift.

- Maruti has cut the prices of models including Maruti 800, Omni, Zen,

Wagon R, Swift Diesel and Alto. The amount of this price cut varies from Rs.

6,500 for Maruti 800 to Rs. 18,030 for Swift Diesel (in New Delhi).

- Maruti Suzuki to invest 200 billion Yen on expansion in India.

- Sri Lanka currently is the largest export market for Maruti where it sells 8,000-

9,000 cars a year.

New Products Capacity Expansion

SX4 launched in 2007 Production capacity ofGrand Vitara launched in Swift increased2007 Started production at itsNew variant of third plant inSwift 2003KIZASHILaunched in 2011

_

International Distribution

Business NetworkGrowth in Exports

Increase Customer TouchPointsIncrease in the NumberOf Maruti Service Station

MaintainLeadershipPosition in India

Grow InternationalBusiness

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- Maruti Udyog to enter South African market.

- Invest more on marketing and research and development.

- They are working on identifying their dealership in the region in collaborationwith the parent company Suzuki.

The company has a portfolio of 10 brands, including Maruti 800, Omni,

international brands Alto, WagonR and Swift, off-roader Gypsy, mid size Esteem, luxury

car Baleno, the MPV, Versa and Luxury SUV Grand Vitara XL7.

At the end of 2005-06, Maruti had a market share of about 55.1 per cent of the

Indian passenger car market. The company sold record 5,61,822 vehicles in 2005-06,

including 34,784 vehicles exported to Europe and South Asia. Marutis cumulative

exports are over 4 lakh units. In recent years, Maruti has made major strides towards its

goal of becoming Suzuki Motor Corporations R and D hub for Asia. It has introduced

upgraded versions of all its existing products completely designed and styled in-house.

Maruti engineers also joined hands with Suzuki engineers in Japan for the design of

hugely successful Swift.

Maruti's contribution as the engine of growth of the Indian auto industry, indeed

its impact on the lifestyle and psyche of an entire generation of Indian middle class, is

widely acknowledged. Its emotional connect with the customer continues.

Maruti had a successful fiscal in 2005-06. Marutis Total Income (net of excise) during

the year was Rs. 124,814.3 million, a growth of 10 per cent over the previous year. The

companys Net Profit during this period was Rs. 11,890.5 million, up 39.2 per cent over

2004-05.The company is listed on Bombay Stock Exchange and National Stock

Exchange.

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Companys Vision

MULs vision for the future is to be: The Leader in the Indian Automobile Industry

Creating Customer delight and Shareholders wealth; A pride of India.

Core Values

The Five Values identified are as follows:

Customer Obsession

Fast, Flexible and First mover

Innovation and Creativity

Networking and Partnership

Openness and Learning

Introduction to car Accessories Market:

In the present scenario, car accessories have been gaining exponential importance

amongst the vehicle manufacturers and players in the aftermarket alike. The surge in

demand is due to increasing level of disposable income, changing end user attitudes and

declining age profile of the vehicle buyers.

There exists a fierce competition between vehicle manufacturers selling branded

accessories and unorganized sector selling local non-genuine product range. There exists

a huge price difference between the products.

Maruti Genuine Accessories (MGA)

Overview

Maruti Genuine Accessories had its inception in 1999 and in a span of just 6 years has

reached almost 110 crores in 2006, thus making it into the league of the fast growing

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businesses in the Maruti stable of business. The number of products too have reached 330

plus in 2006. Today they have accessories starting from the very basic like floor mats to

technologically advanced accessories like Sunroofs! On the anvil are accessories like

Navigation systems which will change the way people drive.

Value Proposition

For Maruti:

Helps in tapping one more source of revenue from Customers Vehicle Life cycle

spend

Helps catering to style conscious customers

Can be used to reduce too many production level variants and by offering a

customized solution to customers increases customer satisfaction

For customers:

New Vehicles are the second most expensive investment . A well accessorized

car is a treat to the eyes and senses and increases the perceived value with a

minimal investment

Consumers hence tend to give more thought towards Customized Vehicles as ~

o Each car is a personality statement. Accessories like body graphics

gives a PERSONAL touch ~ creates unique Identity

o It is more LIFE STYLE compatible & AESTHETICALLY pleasing.

o People these days tend to spend a lot more time in their cars, MGA like It

is more COMFORTABLE

o It makes driving more FUN

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For dealers:

It generates Showroom excitement & stimulates impulse purchases

It speeds up inventory rotation of new vehicles

It broadens offer spectrum with unique look models

The Accessories packaging helps to dilute cash discount pressure

All in all the MGA business is a win-win-win situation for dealers, customers and

Maruti

Challenges for Maruti Genuine Accessories

To get multifold increase in revenue over next few years.

To build market share in order to convert the existing status from question marks

to stars. (Question marks are the businesses that operate in high growth market

with relatively low market share where as the stars are the market leader in the

high growth markets).

To make a dent in the car accessories market which grey market operators

presently dominate.

To control the cost and expenditure by increasing quality.

To make the people aware of the benefits of genuine accessories in terms of

quality over non-genuine one.

Bring in the latest international trends related to accessories in India.

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To make people appreciate accessories as a package with the car.

To innovate at regular intervals and bring accessories with sturdy elegance and

sleek superiority.

To sell each and every car with minimum average value of accessories i.e. 5 % of

the total cost of the car. (Assuming 10 % as the worldwide trend).

1.3 PROBLEMS OF THE ORGANIZATION

Given the city conditions, the consumers needed a very good overall performance of cars,

small cars taking less space has no parking problems, easy derivability in heavy traffic

conditions, easy gear shifts and good fuel efficiency. The small car owners being mostly

the professional class or the upper middle class were very cost conscious and due to their

busy life styles preferred low maintenance in their cars.

Irrespective of these above aspects there is one more thing, which also needs attention is

customer satisfaction. Customer satisfaction is abroad term, which includes many things

like post sale service satisfaction, dealership locality towards customers, way of treatment

at these dealerships and service stations, solving the customers problems and concerns to

their full satisfaction and so on.

The occurrence of single problem is a source of dissatisfaction for customers. Problem

experience is not always something broken or loose. Many a times it is a function of

customers expectation of how a feature or a vehicle system should look or perform and

any performance short of this expectation is perceived as a problem.

1.4 COMPETITORS INFORMATION

Tata Motors

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Hyundai

Fiat

Honda

Toyota

General Motors

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1.5 SWOT ANALYSIS

Strength

Technology and manufacturing know-how that lets Maruti make cars moreprofitably than most other carmakers.

Flexible manufacturing system gives it an advantage over most of the carmakers.

It requires smaller number of platforms but multiple assembly lines for production

that provides better, cheaper, more oriented management and production.

Maruti possesses Goodwill and Credibility in the Indian automobile market

Weaknesses-

It is a new concept to be launched in the market where majority of the consumers

go for family cars. Also it has not been tested in the market, therefore there is risk

involved with the launch.

Maruti is unable to spread its fixed costs for engineering, technology, and

marketing over a huge volume of vehicles.

Opportunity

It is first sports car to be launched in the Indian market; therefore it has no real

competitor.

According to the facts India has emerged as one of the largest automobile market

in the global community.

Threat

A new competitor in Indian market.

Price wars with competitors.

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A competitor like Toyota has a new, innovative product or service.

Competitors may have superior access to channels of distribution.

Taxation is introduced on your product or service.

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CHAPTER 2: RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

2.1 Significance

The Accessory division at Maruti is relatively younger than the rest of the

organization. Looking at the competitive pressures of the industry in terms of car

sales, the strategy Maruti is following is to expand its reach to the customers and

provide all kinds of value addition. Establishment of the Accessory Division at

Maruti was one such initiative. The scenario as of today is that, as elaborated as

the report progresses, the accessory market is flooded with after market dealers

and almost 60 % sales happening in the accessory sector are attributed to the after

market.

2.2 Managerial usefulness of the study

Introduction about Maruti

Procedure followed by Maruti for catering to the needs and queries of the customers

Quantitative research

Awareness regarding the facilities provided by Maruti

Overall opinion about Maruti

2.3 OBJECTIVE

To find the satisfaction amongst the customers of Maruti.

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METHODOLOGY

The purpose of methodology is to describe the process involved in research work.

This includes the overall research design, data collection method, the field survey

and the analysis of data.

Detailed and structured questionnaire was designed.

Survey a sample of 100 customers.

The methodology developed was Primary and Secondary research.

The questionnaire was designed to get information from customers about theirsatisfaction and overall opinion about Maruti.

Sources of Data:

Primary data

Secondary data

Field of Survey:

The field work for the survey was conducted in Delhi. The exercise involved

questionnaire with the customers.

Analysis:

The important factors and datas collected were sequentially analyzed and

graphed.

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Limitations of the Study:

The sample size is only 100 so the sample may not be truly representative of the

Delhi population.

Prejudice of some of the respondents.

Sample is limited to Delhi and NCR

Sample is only from metro so generalizations may be misleading

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CHAPTER 3: CONCEPTUAL DISCUSSION

RECENT NEWS ARTICLESCar sales shoot up in Sept 2010; Maruti, Hyundai report record sales |

Auto companies in India reported a sharp rise in passenger car sales in

September 2010, with dealers stocking vehicles in record numbers in anticipation

of increased demand in the upcoming festival season. Maruti Suzuki sold 95,148

units in the domestic market in September 2010, compared to 71,594 units in

September 2009 an increase of 33 percent. Maruti had said in a statement last

week that with its total sales touching 108,006 units in September 2010, it had

crossed the half-a-million sales mark in the first 6 months of FY 2010-11. Nissan

India reported a whopping 2,103 percent increase in domestic sales from 57

units in September 2009, to 1,256 units in September 2010 mainly on the back

of the Micras success. Hyundai Motor posted a growth of 14.2-percent in the

same period, while Tata Motors grew by 31.4 percent. Hyundai India Director,

Marketing & Sales, Mr Arvind Saxena, said that the company hoped to further

consolidate its position in the market in the festive season, particularly given the

enthusiastic response to the recently launched Next Gen i10.

Maruti Suzuki to expand service network to 4,200centres |Thursday October 7, 2010

Maruti Suzuki India Limited (MSIL) is planning to expand its service network in

the country from the current 2,700 outlets to 4,200 outlets, in keeping with its

target to sell over 2 million cars by 2015. The additional service stations will

require an investment of Rs 250 crore and will cover more than 2,000 cities

across India by 2015. MSIL officials told mediapersons that according to a

blueprint drawn up by the company, it would eventually have one service station

every 25 kilometres. This will entail expanding its service network by 55 percent,

the cost of which will be borne mainly by the companys dealer partners.

Maruti currently employs 33,000 people in its service stations, also known asMaruti Authorised Service Stations. This number is expected to go up to 55,000

after the expansion. MSIL Executive Officer (Service), Mr Pankaj Narula, said

that the company expected its service load to increase manifold, given its plan to

expand production to 1.75 million units by 2013.

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Maruti plans another unit at Manesar-TOINEW DELHI: Maruti Suzuki on Thursday said the company may build a newfactory at its Manesar location as it expects demand to remain strong over the

coming years.

The company, that currently can produce 1.2 million cars, is already in an

expansion mode at Manesar where it is investing close to Rs 1700 crore to add a

fresh 250,000 units as it grapples with long waiting periods on some of its

models. Chairman RC Bhargava said the new expansion could be of similar scale,

around 250,000 units, and so could be the investments. If approved, the

company's total production capacity could rise to 1.7 million units.

Maruti launches WAGON-R Think Big Challenge 2

Indian auto giant Maruti Suzuki has launched a unique campaign WAGONR

Think Big Challenge 2 in the Indian market. Through this event, the company is

looking to provide a platform to the people who are in need of a support to start

their business with. It is being considered an initiative to bring-out most

innovative and unique business ideas.

The challenge would commence on an all-India level and participants from 19

cities can register their business ideas online. The company will select about 10participants from each city on the basis of their business proposals. This will be

followed by a main city round, in which 1 participant from each city will be

selected. Out of these 19 people, 16 will be selected in the zonal round (4 from

each zone), who will than be take to the national round. The participants will be

mentored and judged by management gurus at every stage of campaign. The

winner of the challenge will be awarded with a WAGONR Rs 10 lacs cash prize

and venture capital (VC) to start their business with.

Speaking on this unique initiative of the company, Chief GM Marketing ofMaruti

Suzuki, Mr. Shashank Srivastava said, "Unlike other challenges, WAGONR Think

Big Challenge 2, does not stop at business ideas. Multiple tests will be conducted

at each stage of the activity to check skill sets needed for taking the business

ideas to execution. Mentoring sessions will be given for the chosen few before

they meet venture capitalists to present their business proposals. This is a

unique platform for winners to present their ideas to investors for seed capital."

Submitted by Vikas Yogi on January 26, 2011

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CUSTOMER SATISFACTION

Customer satisfaction is equivalent to making sure that product and service performance

meets customer expectations. It is the perception of the customer that the outcome of a

business transaction is equal to or greater than his/her expectation. Customer satisfaction

occurs when the acquisition of products and /or services provides a minimum negative

departure from expectations when compared with other acquisitions and when the

marginal utility of a transaction is equal to or greater than preceding acquisitions.

Customer satisfaction occurs when the perception of the reward from the purchase of

goods or services by the customer meets or exceeds his/her perceived sacrifice. The

perception is a consequence of matching past purchase and consumption experience with

the current purchase.

CUSTOMER SERVICE AND SATISFACTION

We must cultivate our garden. Voltair

When we talk about customer service and/or satisfaction, we talk about creativity.

Creativity allows us to handle or diffuse problems at hand or later on rather in the

process of conducting the everyday business. We talk about how, or what, does the

organization have to do to gain not only the sale but also the loyalty of the customer.

We want to know the payoff of the transaction both in the short and long term. We

want to know what our customers Want? We want to know if our customers are

satisfied? Satisfaction, Of course, means that what we delivered to a customer met

the customers Approval. We want to know if customers are delighted and willing to

come

Back, and so on. Fleiss 2 and Feldman 3 present examples of that delightfulness in their

writings. Fleiss has written about Ben and Jerrys ice cream and Feldman has discussed

excellence in a cab ride. As important as delightfulness is, some of us minimize it, or

even totally disregard it. At this point, we fail.

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Some of the issues that will guarantee failure in sales, satisfaction, and loyalty are:

Employees must adhere to a rigid chain of command

Employees are closely supervised

Conflictin whatever formis not allowed

Rewards are based on carrot-and-stick principles

Wrong objectives are measure.

We must understand customer expectation levels concerning quality. We must also

understand the strategy for customer service quality, and next we must understand the

measurement and feedback cycles of Customer satisfaction.

The customer is the person or unit receiving the output of a process on the system. In

fact, it is worth emphasizing that a customer can be the immediate, intermediate, or

ultimate customer. Also, a customer may be a person or persons, or a process or

processes. Customer satisfaction, however, is when the customer is satisfied with a

product/service that meets the customers needs, wants, and expectations.

There are at least three levels of customer expectations about quality:

Level 1. Expectations are very simple and take the form of assumptions, must have, ortake it for granted. For example, I expect the airline to be able to take off, fly to my

destination, and land safely. I expect to get the correct blood for my blood transfusion

and I expect the bank to deposit my money to my account and to keep a correct tally for

me.

Level 2. Expectations are a step higher than that of level 1 and they require some form of

satisfaction through meeting the requirements and/or specifications. For example, I

expect to be treated courteously by all airline personnel. I went to the hospital expecting

to have my hernia repaired, to be in some pain after it was done, to be out on the same

day, and to receive a correct bill. And I went to the bank expecting the bank teller to be

friendly, informative, and helpful with my transactions.

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Level 3. Expectations are much higher than for levels 1 and 2. Level 3 requires some

kind of delightfulness or a service that is so good that it attracts me to it. For example, an

airline gives passengers traveling coach class the same superior food service that other

airlines provide only for first-class passengers. In fact, I once took a flight where the

flight attendants actually baked cookies for us right there on the plane. When I went to

the hospital, I expected staff to treat me with respect and they carefully explained things

to me. But I was surprised when they called me at home the next day to find out how I

was doing. And at my house closing, the bank officer, representing the bank holding my

mortgage, not only treated me with respect and answered all my questions about my new

mortgage, but just before we shook hands to close the deal, he gave me a housewarming

gift.

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CUSTOMER SATISFACTION SURVEYS HELP TO:

Improve customer, client, or employee loyalty.

React quickly to changes in the market.

Identify and capitalize on opportunities.

Beat the competition.

Retain or gain market share.

Increase revenue.

Reduce costs.

Post sales follow up

PSFs are done in order to get the first hand feedback form the customer about the

experience that they had during the sales and delivery process.

The first PSF is done within the 72 hours of delivery and the voice or exact wordings of

the customer are recorded. The next PSF call is made after 15 days after the vehicle is

delivered. The feedback form system is a very important tool to obtain customersfeedback on the experience that the customer had during the purchase of his/her car.

Steps to be followed after receiving customer complaint:

Firstly customer acre manager gives a control number to all complaints received and

records the same in the customer complaints control register.

Then customer acre manager gets in touch with the customer over the phone and

expresses regret on the inconvenience faced by the customer

Immediate action is taken to ensure that the customer complaint is resolved and writes a

letter of apology

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The customer care manager along with the concerned DSE, then visits the customer,

hands over the letter and takes satisfaction note from the customer

Then he sends a copy of the letter and the satisfaction note to Maruti Udyog Ltd. And

also files a copy of the same in the customer complaints register/file.

Then the CCM discusses the customer complaints in the weekly meeting with the general

manager on SSI with the entire showroom staff. Necessary counter measures are taken to

ensure that such complaints are not repeated in future.

All sales staff and managers review customer care activities on daily, weekly and

monthly basis. The SSI review meet is conducted regularly.

Moments of truth

Expectation---------------satisfaction---------------------reality

If you get what you expected

Expectation---------------dissatisfaction----------------reality

If you get less than you expected

Expectation---------------delight--------------------------reality

If you get more than you expected

When customers dont complain they go somewhere else.

Customers dont complain. They pass on their dissatisfaction to their colleagues , family ,

greengrocer, suppliers , consultants, managers , sports club, grandparents, neighbours,

director, to you.

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According to Maruti

A customer is the most important visitor on our premises He is not dependent on us ,

We are dependent on him,He is not an interruption on our work,

He is the purpose of it.He is not an outsider on our business,

He is part of it.We are not doing him a favor serving him,

He is doing us a favor by giving us the Opportunity to do so

How you communicate

Your words 7%

Your voice 35%

Your body language 58%

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CHAPTER 4 : DATA ANALYSIS

DATA ANALYSIS

Knowledgeable Salesperson

No. of

Respondents PercentageStrongly Disagree 0 0%Disagree 0 0%Neither Disagree Nor Agree 0 0%Agree 86 86%Strongly Agree 14 14%

0

10

20

3040

50

60

70

80

90

No. ofRespondents

Percentage

Strongly Disagree

Disagree

Neither Disagree NorAgree

Agree

Strongly Agree

86% people agreed that the sales persons are knowledgeable and 14% strongly disagreed

that the sales persons are knowledgeable.

Employees spent enough time with

you before sales

No. of

Respondents PercentageStrongly Disagree 0 0%Disagree 0 0%Neither Disagree Nor Agree 0 0%

Agree 64 64%Strongly Agree 36 36%

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64% people agreed that the sales persons spent enough time with them before the sales

and 36% strongly agreed with this.


you during sales

No. of

Respondents PercentageStrongly Disagree 0 0%

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Disagree 4 4%Neither Disagree Nor Agree 0 0%Agree 62 62%Strongly Agree 34 34%

62% agreed that sales persons spent enough time with them during the sales , while 34%

strongly agreed that the sales persons spent enough time with them during sales and only

4% disagreed with this.


you after sales

No. of

Respondents PercentageStrongly Disagree 0 0%Disagree 22 22%Neither Disagree Nor Agree 0 0%Agree 54 54%

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Strongly Agree 26 26%

60% agreed that the sales persons spent enough time with them after sales ,26% strongly

agreed with this and 14% disagreed that the sales persons spent enough time with them

after sales.

Display of Merchandize

No. of

Respondents PercentageStrongly Disagree 0 0%Disagree 0 0%Neither Disagree Nor Agree 0 0%

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Agree 94 94%Strongly Agree 6 6%

94% agreed that the display of merchandize was attractive and 6% strongly agreed that

the display of merchandize was attractive.

Availability of the Product

No.Of

Respondents

Percentag

eStrongly Disagree 0 0%Disagree 4 4%Neither Disagree Nor Agree 0 0%Agree 91 91%Strongly Agree 5 5%

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91% agreed that the availability of the product was there, 5% strongly agreed that the

availability was there while only 4% said they disagreed with this.

Vehicle in Good Condition

No. of


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82% agreed that the vehicle was in good condition when delivered ,16% strongly agreed

with this whereas only 2% disagreed with this.

Prices Are Affordable

No. of

Respondents Percentage

Strongly Disagree 0 0%Disagree 12 12%Neither Disagree Nor Agree 15 15%Agree 21 21%Strongly Agree 52 52%

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0

10

20

30

40

50

60

No. ofRespondents

Percentage

Strongly Disagree

Disagree

Neither Disagree Nor Agree

Agree

Strongly Agree

64% strongly agreed that the prices are affordable , 21% agreed that the prices are

affordable whereas only 15% said that they neither disagreed nor agreed with this.

Attractive Discounts Offered

No. of


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55% agreed that the discounts offered are attractive , 34% strongly agreed with this while

11% disagreed and said that the discounts offered were not attractive.

Offered A Test Drive

No. of


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74%agreed that the test drive was offered to them ,6% strongly agreed that the test drive

was offered while 20% disagreed with this.

Post Sales Follow Up Done

Regularly

No. of


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59%agreed that the post sales follow ups are done regularly , 26% srongly agreed and

15%disagreed with this.

Responds To complaints Quickly

No. of

Respondents PercentageStrongly Disagree 0 0%Disagree 9 9%Neither Disagree Nor Agree 12 12%Agree 61 61%

Strongly Agree 18 18%

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64% agreed that the response to complaints is quick ,18% strongly agreed , 12% neither

agreed nor disagreed and 6% disagreed with this.

Service At Maruti Service Station

Is Excellent

No. of


82% said that the service at maruti service station is excellent , 14% strongly agreed

while only 4% disagreed with this.

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Careful With Personal

Information

No. of


Q

85% agreed that yes they were careful with personal information, strongly agreed with

this and 8% neither agreed nor disagreed.

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All The Commitments Are

Fulfilled

No. of


94% strongly agreed that all the commitments were fulfilled and 6% agreed with this.

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Value For Money

No. of

Respondents PercentageStrongly Disagree 0 0%Disagree 0 0%

Neither Disagree Nor Agree 0 0%Agree 2 2%Strongly Agree 98 98%

98% strongly agreed that maruti provides value for money while 2% agreed with this.

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Are you aware of the following facilities provided by maruti

Maruti insurance

No. of

Respondents PercentageYes 98 98%No 2 2%

0

10

20

30

40

50

60

70

80

90

100

No. of Respondents

Yes No

98% said yes that they are aware about maruti insurance while only 2% said that they

were not aware.

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Extended warranty

No. of

Respondents PercentageYes 97 97%

No 3 3%

97% said they were aware about extended warranty and 3% said that they did not know

about this.

True value

No. of


98% said they were aware about true value and 2% said they were not aware.

Maruti finance No. of Percentage

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RespondentsYes 75 75%No 25 25%

75% said that they were aware about maruti finance and 25% said that they were not

aware of it.

Autocard

No. of


84% said that they were aware about autocard and 16% said that they were not aware of

it.

Genuine Accessories

No. of


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85% said that they were aware of genuine accessories available and 15% said they were

not aware.

What is your overall opinion about Maruti ?

Choice

No. of

Respondents PercentageVery bad 0 0%Bad 0 0%

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Neither bad nor good 0 0%Good 4 4%Very good 96 96%

96% said that there overall opinion about maruti was that it is ver good while 4% said

that it is good.

How likely would you recommend maruti?

90% people said they would very likely recommend maruti to other people and 10% said

they would likely recommend maruti to others.

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CHAPTER- 5: FINDINGS AND RECOMMENDATIONS

FINDINGS

On an average more than 73% people feel that the prices are affordable whereas 12% do

not agree, 74% believe that attractive discounts are offered whereas 26% are not satisfied

with the discounts offered. 20% said that the test drives are not offered and 15% said that

post sales follow ups are not done regularly whereas 85% said that they were done

regularly but people feel that it is the peoples car as it is satisfactory on all other

parameters: knowledgeable sales persons , employees spent enough time before andduring sales, display of merchandise is attractive, availability of product, variety of

merchandize, vehicle in good condition, prices are affordable, attractive discounts are

offered, dcor of the waiting area is pleasing, responds to complaints quickly, service at

maruti service station is excellent, careful with personal information and is value for

money . The overall opinion about maruti is very good.

RECOMMENDATIONS

More test drives should be offered.

Should be more particular about Post Sales Follow Up as it shows the concern of

the company with the customer.

Should put in more efforts to promote Maruti Finance , Autocard and Accessories.

-

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ANNEXURE

QUESTIONNAIRE FOR DEALERS

Being an esteem customer of Maruti Udyog Limited you are requested to take out a fewminutes and fill the following questionnaire.

Q.1) How long have you been associated with Maruti?

Q.2.)How would you rate Maruti on the following parameter

Stronglydisagree

Disagree NeitheragreeNordisagree

agree Stronglyagree

Knowledgeable sales person

Employees spent enough timewith you: before salesDuring salesAfter sales

Display of merchandise isattractive

Availability of the productVariety/selection of merchandise

Vehicle in good condition

Prices are affordable

Attractive discounts offered

Dcor of the waiting area ispleasing

Offered a test drive

Post sales follow ups are doneregularly

Responds to complaints quickly

Service at Maruti service station isexcellent

Careful with personal information

All the commitments are fulfilled

Value for money

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Q.3)Are you aware of the following facilities provided by maruti

Yes No

Maruti insurance

Extended warranty

True value

Maruti finance

Autocard

Genuine accessories

Q.4) What is your overall opinion about Maruti?

Very Bad Neither Bad Good VeryBad Nor Good Good

1 2 3 4 5

Q.5) How likely would you recommend Maruti?

Very VeryUnlikely Likely

1 2 3 4 5

Date Sign

Thank You for your prestigious time.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

Books:

Kotler, Philip, Marketing Management, John Wiley and Sons, Ed. 2, New Jersey.

Leon G Schiffman and Leslie Lazar Kanuk, Consumer Behavior, Prentice Hall, India.

Kothari, C. R., Research Methodology, Methods & Techniques, Second Edition.

Websites:

www.marutiudyog.com

www.google.com
http://www.marutiudyog.com/http://www.marutiudyog.com/

maruti customer satisfaction

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