Maruti Suzuki

Customer Satisfaction Survey of Maruti Suzuki

INTRODUCTION TO THE TOPIC

Definition of Marketing:

According to Philip Kotler “Marketing is a human activity directed to satisfy the needs and wants

through an exchange process”.

According to DUDDY “Marketing is the economic process by which goods and services are

exchanged and their values are determined in terms of money”.

Definition of A Customer

Peter Drucker, a well known management expert, defined customers as:

“A person who purchases the product from the marketer or from the retailer or from the

wholesaler.”

John marsh, Director General, British Institute of management, defines customer as:

“A person or organization that a marketer believes will benefit from the goods and services

offered by the marketer’s organization.”

Definition of Customer Satisfaction

Customer satisfaction, according to Philip Kotler – “Satisfaction is a person’s feeling of pleasure

or disappointment resulting from comparing a product’s perceived performance (or outcome) in

relation to his experience.

Customer satisfaction, according to ‘Richard L. Oliver’ – “Satisfaction is a customer’s fulfillment

response. It is a judgment that a product or service feature, or the product or service itself,

provides a pleasurable level of consumption related fulfillment”.

S.P.M.R. College of Commerce


In this world of competition any organization cannot avoid Customers. It has become a necessity

for an organization for its survival in any industry so that customer satisfaction plays important

role in each and every product life cycle.

Customer satisfaction survey for Maruti Suzuki is the project to be conducted for Maruti Suzuki

Automotive (Pvt.) Ltd., under its authorized dealership organization Jamkash Vehicleades (Pvt.)

Ltd., Jammu. Today Companies are facing toughest competition ever. The intense competition

makes the companies to take the necessary steps.

To retain their existing customer as well as attract new once. In the environment of advancement

of the technology the companies are trying hard to keep the pace with latest development.

This survey will help the company to know the customers satisfaction level and feedback of

customers at the product in Jammu. It will also help company to know about the competitors. This

will help company to know about wants and expectation of customers.

The company can also know if there are any problems faced by the customers in that region. This

survey has been conducted in Jammu region only.

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 Suzuki as

the popular punch line also says “Count On Us.” This is now “Way of Life”.



ABOUT JAMKASH VEHICLEADES

Jamkash vehicleades (Pvt.) Ltd. is one of the major dealership organizations of Maruti Suzuki in

Jammu & Kashmir. Jamkash Vehicleades is a Maruti Suzuki authorised Dealership which is

situated on the By Pass opposite Channi Himmat Housing Colony. It was around 24 years back

when it started its journey at B.C.Road, Jammu for providing the quality service to its customers.

It is a large group with six Maruti Suzuki authorizes dealerships and seven dealer workshops and

extension counters over J&K, Punjab and H.P. At Channi Himmat it commenced its business on

28th Nov 2002 and has been providing the best possible services always to its valued customers

and consequently the dealership acquired inevitable position amongst contemporary dealers. In

order to reach out to the customers in the interior of rural areas, Jamkash has opened its E-outlets

(Extension Outlets) at Rajouri and R.S Pura and more such E-outlets are under consideration for

future expansion. The Vehicleades Group is spread across 4 states (New Delhi, Punjab,

Himachal Pradesh and J&K) and 17 locations. It sells more than 16,000 cars and

services more than 125000 cars annually. Vehicleades is among the Top 5 Maruti

dealers in the country. It started operations in 1987, with an employee strength of 15,

which now stands at 2000 plus. The success is attributed to the loyal patronage of

esteemed customers, supported by an excellent, dedicated team. Commitment towards

Customer Care has, time and time again, been appreciated by MSIL, in the form of

numerous awards.

We say: 'Think Maruti, Think Vehicleades'

1. Pathankot Vehicleades (Pvt.) ltd. Pathankot (Punjab) (1997).

2. J&K Vehicleades (Pvt.) ltd., Udhampur (J&K) (2001).

3. Jamkash Vehicleades (Pvt.) ltd. Jammu, with its dealer’s workshop at B.C. road, Jammu

and Channi Himmat, Jammu (2002).

4. Jamkash Vehicleades (Pvt.) ltd., Srinagar (2003).

5. Jamkash Vehicleades (Pvt.) ltd., Srinagar with its dealer’s workshop at Baramulla.

6. Kangra Vehicleades at Nagrota Bhawan (H.P) (2006).

7. AAA Vehicleades, Malviya Nagar, New Delhi (2007).



8. AAA Vehicleades, Naraina, New Delhi (2009).

Extension counters: Rajouri / Poonch, R.S.pura (J&K) Betala, Fethe Garh, Churian, Gurdaspur

(Punjab), Chamba (H.P).

Maruti Driving School, Jammu & one is coming up in Srinagar.

All the dealer workshops are equipped with the most modern machines and best possible

customer care facilities.



AWARDS

Jamkash Vehicleades (Pvt.) Ltd. has proved its excellence by winning many awards. Following

are the awards won by Jamkash Vehicleades (Pvt.) Ltd.:-

All India Dealers Conference held at Macau in 2010

1 BEST CUSTOMER RETENTION

2 HIGHEST GROWTH ON HIGH BASE

3 BEST SHOWROOM E - OUTLET (RUNNER UP)

4 BEST SALES SATISFACTORY FOR CITY

5 BEST MARKETING INITIATIVES

ALL INDIA DEALER CONFERENCE HELD AT BANGKOK IN 2009

FY-2008-2009

1 BEST PERFORMANCE IN SPECIAL SCHEMES BY A DEALER

2 BEST EMPLOYEE RETENTION(RUNNER-UP)

3 HIGHEST NO. OF M 800 SOLD

4 HIGHEST GROWTH IN ALL MODEL DESPATCH

5 HIGHEST GROWTH IN CLUB 500 DEALERS

ALL INDIA DEALER CONFERENCE HELD AT ISTANBUL TURKEY IN 2008

FY-2007-2008

1 EXCELLENCE IN SALES(10000+ CLUB)

2 EXCELLENCE IN SPARES PARTS HIGHEST MGA OFFTAKE PER VEHICLE(>8000

VEHICLES)

3 EXCELLENCE IN SALES HIGHEST NO OF M800 SOLD

4 EXCELLENCE IN SERVICE-INNOVATIVE SERVICE MARKETING

5 EXCELLENCE IN MARKETING-MOST CONSISTENT ADVERTISING THROUGHOUT

THE YEAR

ALL INDIA DEALER CONFERENCE HELD AT ATHENS GREECE IN 2007

FY-2006-2007

1 BEST PERFORMANCE SPECIAL SCHEMES (RUNNER-UP)

2 BEST MI PERORMANCE N2

3 BEST PERFORMANCE IN RURAL MARKETING



Apart from the awards the administration is also contributing a lot in company’s excellence. The

Managing Director is Mrs.GUNJAN RANA who is taking care of Jamkash Vehicleades as well as

Take one, which is a media network & the General Manager is Col. RATTAN SINGH (Retd.),

who is taking care of entire business in Jammu region.



ALL ABOUT THE INDUSTRY

Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the Automobile

Industry of India has come a long way. During its early stages the auto industry was overlooked

by the then Government and the policies were also not favorable. The liberalization policy and

various tax reliefs by the Govt. of India in recent years have made remarkable impacts on Indian

Automobile Industry. Indian auto industry, which is currently growing at the pace of around 18 %

per annum, has become a hot destination for global auto players like Volvo, General Motors and

Ford.

A well developed transportation system plays a key role in the development of an economy, and

India is no exception to it. With the growth of transportation system the Automotive Industry of

India is also growing at rapid speed, occupying an important place on the 'canvas' of Indian

economy.

Today Indian automotive industry is fully capable of producing various kinds of vehicles and can

be divided into 03 broad categories: Cars, two-wheelers and heavy vehicles.

The Indian automobile industry is the tenth largest in the world with an annual production of

approximately 2 million units. Indian auto industry promises to become the major automotive

industry in the upcoming years and the industry experts are hopeful that it will touch 10 million

units mark.

Indian automobile industry is involved in design, development, manufacture, marketing, and sale

of motor vehicles. There are a number of global automotive giants that are upbeat about the

expansion plans and collaboration with domestic companies to produce automobiles in India.

The major car manufacturers in India are Maruti Udyog, Hyundai Motors India Ltd., General

Motors India Pvt. Ltd., Honda Siel Cars India Ltd., Toyota Kirloskar Motor Ltd., Hindustan

Motors etc.

The two-wheeler manufacturers in India are Honda Motorcycle & Scooter India (Pvt.) Ltd., TVS,

Hero Honda, Yamaha, Bajaj, etc. The heavy motors including buses, trucks, auto rickshaws and

multi-utility vehicles are manufactured by Tata-Telco, Eicher Motors, Bajaj, Mahindra and

Mahindra, etc. Quick Facts:

First Indian to own a car in India was Jamshed ji Tata.



First woman to drive a car in India was Mrs. Suzanne RD Tata.

The passenger car and motorcycle segment in the Indian auto industry is growing by 8-9

percent.

Commercial vehicle will grow by 5.2 per cent.

The first automobile in India was rolled in 1897 in Bombay.

India is a potential emerging auto market.

Motorcycles contribute 80% of the two-wheeler industry.

Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%).

India is the largest two-wheeler manufacturer in the world.

India’s motorcycle segment will grow by 8-9 percent in the coming years.

India is the fifth largest commercial vehicle manufacturer in the world.

India has the number one global motorcycle manufacturer.

In Asia, India is the fourth largest car market.

Among the two-wheeler segment, motorcycles have major share in the market. Hero Honda

contributes 50% motorcycles to the market. In it Honda holds 46% share in scooter and TVS

makes 82% of the mopeds in the country.

40% of the three-wheelers are used for goods transport purpose. Piaggio holds 40% of the market

share. Among the passenger transport, Bajaj is the leader by making 68% of the three-wheelers.

Cars dominate the passenger vehicle market by 79%. Maruti Suzuki has 52% share in passenger

cars and is a complete monopoly in multipurpose vehicles. In utility vehicles Mahindra holds 42%

share.

In commercial vehicle, Tata Motors dominates the market with more than 60% share. Tata

Motors is also the world's fifth largest medium & heavy commercial vehicle manufacturer.



Used Cars

The new chapter in the automobile industry is that of used cars. The massive demand of used cars

indicates that cars are becoming increasingly popular. Those who can’t afford the luxury cars and

their high prices are opting for used cars. In today’s time, customers are conscious and diligently

investing on car dealership. Car buyers are investing heavily a lot of time for both to sell a car and

buy car. There’s also a number of car websites that have offering detailed information on new car

prices, used cars, car reviews, Chevrolet cars, Jaguar cars and luxury cars.

MARKET SHARE

Automobile industry of India can be broadly classified under passenger vehicles, commercial

vehicles, three wheelers and two wheelers, with two wheelers having a maximum market share of

more than 75%. Automobile companies of India, Korea, Europe and Japan have a significant hold

on the Indian market share. Tata Motors produces maximum numbers of mid and large size

commercial vehicles, holding more that 60% of the market share. Motorcycles top the charts of

two wheelers with Hero Honda being the key player. Bajaj by far is the number one manufacturer

of three wheelers in India.

Passenger vehicle section is majorly ruled by the car manufacturers capturing over 82% of the

total market share. Maruti since long has been the biggest car manufacturer and holds more that

50% of the entire market.

Global recession has impacted the Indian automobile industry also and can be seen clearly in the

sales figures of the last financial year. Even then this industry has high hopes in 2011-2012; as

banks have reduced loan interest rates and the major chunk of automobile customers belong to the

middle income group who are becoming economically stronger with every passing day.



The market shares of the segments of the automobile industry

The market shares automobile Companies in India

US based consultancy, keystone predicts that India will become world’s third largest

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

compounded annual growth rate of over 12%.



HISTORY OF MARUTI SUZUKI

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 Gandhi’s cabinet

passed a unanimous resolution for the development and production of a people’s car. Sanjay

Gandhi’s 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 “People’s 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 Maruti’s 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. Maruti’s 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 as the Indian, middle

class grew in size. This in 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.



Maruti’s 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 hadn’t grown much

Maruti’s 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 buy cars. It still remains the leader not only in the terms of market share

but also in customer satisfaction surveys.

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 Wagon-R followed by Swift and

Swift Dizire , both have been a great success in the market . In 2007 Maruti came up with SX4

and Grand Vitara. In 2011 Maruti Suzuki launched Kizashi a luxury car.



COMPANY PROFILE

Maruti Suzuki plant in Gurgaon

Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in the car

segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 18.28% of

the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The Indian

government held an initial public offering of 25% of the company in June 2003. As of May 10,

2007, Govt. of India sold its complete share to Indian financial institutions. With this, Govt. of

India no longer has stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was incorporated in February 1981 and is listed on the Bombay

Stock Exchange and National Stock Exchange of India, though the actual production commenced

in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time was the only

modern car available in India, its' only competitors- the Hindustan Ambassador and Premier

Padmini were both around 25 years out of date at that point. Through 2004, Maruti has produced

over 5 Million vehicles. Maruti 800 are sold in India and various several other countries,

depending upon export orders. Cars similar to Maruti 800 (but not manufactured by Maruti

Udyog) are sold by Suzuki and manufactured in Pakistan and other South Asian countries.

The company annually exports more than 50,000 cars and has an extremely large domestic market

in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's largest selling

compact car ever since it was launched in 1983. More than a million units of this car have been

sold worldwide so far. Currently, Maruti Alto tops the sales charts and Maruti Swift is the largest

selling in A2 segment.


http://en.wikipedia.org/wiki/Maruti_Alto

http://en.wikipedia.org/wiki/Maruti_800

http://en.wikipedia.org/wiki/South_Asia

http://en.wikipedia.org/wiki/Pakistan

http://en.wikipedia.org/wiki/Premier_Padmini

http://en.wikipedia.org/wiki/Premier_Padmini

http://en.wikipedia.org/wiki/Hindustan_Ambassador

http://en.wikipedia.org/wiki/Kei_car

http://en.wikipedia.org/wiki/Suzuki_Alto

http://en.wikipedia.org/wiki/National_Stock_Exchange_of_India

http://en.wikipedia.org/wiki/Bombay_Stock_Exchange

http://en.wikipedia.org/wiki/Bombay_Stock_Exchange

http://en.wikipedia.org/wiki/2007

http://en.wikipedia.org/wiki/May_10

http://en.wikipedia.org/wiki/Initial_public_offering

http://en.wikipedia.org/wiki/Japan

http://en.wikipedia.org/wiki/Suzuki

http://en.wikipedia.org/wiki/Government_of_India

http://en.wikipedia.org/wiki/Gurgaon


Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is commonly

used to refer to this compact car model. Till recently the term "Maruti", in popular Indian culture,

was associated to the Maruti 800 model.

Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the

leader of the Indian car market for over two decades.

Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of New Delhi.

Maruti’s Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar

facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of

100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and

transmissions. Manesar and Gurgaon facilities have a combined capability to produce over

700,000 units annually.

More than half the cars sold in India are Maruti cars. The company is a subsidiary of Suzuki

Motor Corporation, Japan, which owns 54.2 per cent of Maruti. The rest is owned by the public

and financial institutions. It is listed on the Bombay Stock Exchange and National Stock

Exchange in India.

During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all, over six

million Maruti cars are on Indian roads since the first car was rolled out on December 14, 1983.

Maruti Suzuki offers 15 models, Maruti 800, Omni, Alto, Versa, Ritz, Gypsy, A Star, Wagon R,

Zen Estilo, Eeco, Swift, Swift Dzire, SX4, Grand Vitara and Kizashi. Swift, Swift dzire, Astar

and SX4 are manufactured in Manesar, Grand Vitara and Kizashi are imported from Japan as a

completely built unit (CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon

Plant.

Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for

three decades. Suzuki’s technical superiority lies in its ability to pack power and performance into

a compact, lightweight engine that is clean and fuel efficient.

Maruti is clearly an “employer of choice” for automotive engineers and young managers from

across the country. Nearly 75,000 people are employed directly by Maruti and its partners.



The company vouches for customer satisfaction. For its sincere efforts it has been rated (by

customers) first in customer satisfaction among all car makers in India for seven years in a row in

annual survey by J D Power Asia Pacific.

Maruti Suzuki was born as a government company, with Suzuki as a minor partner, to make a

people’s car for middle class India. Over the years, the product range has widened, ownership has

changed hands and the customer has evolved. What remains unchanged, then and now, is

Maruti’s mission to motorize India.

Maruti Suzuki India limited, a subsidiary of SMC, Japan, is the leader in passenger cars and

multipurpose vehicle (MPVs) in India, accounting for almost 55% of the total industry sales.

The company formerly known as Maruti Udyog limited was incorporated as a joint venture (JV)

between government of India and SMC, Japan on 24th February, 1981.The first car was rolled out

from its Gurgaon facility on 14 Dec 1983.Since then; it has sustained its leadership position in the

Indian car market.

We, at Maruti Suzuki, celebrated 26 years of car manufacturing in India 2009-10. Having

achieved manufacturing excellence in India, we are now in the process of enhancing our R&D

capabilities to design and develop cars.

In 2009-10, the company sold 722,144 cars in the domestic market and exported 70,023

cars .Cumulatively, it has produced and sold over seven million cars .The total income of the

company for 2009-10 stood at Rs. 214,538 million (USD4.46 billion@ 1USD=Rs.48). We now

aim at selling 750,000 units in the domestic market and exporting 130,000 units in 2009-10.

Maruti Suzuki has a strong balance sheet with Reserves and Surplus of Rs.92, 004 million & debt

equity ratio of 0.07 as on 31st March, 2010.

DOMESTIC SALES AND SERVICE NETWORK

TOTAL SERVICE NETWORK--------------2767

TOTAL SALES NETWORK-------------681

REGIONAL OFFICES--------------------16

AREA OFFICES----------------------09

ZONAL OFFICES------------------04



DELHI CORPORATE OFFICE The company has the largest sales and service network amongst

car manufacture in India .It had 681 sales outlets in 454 cities as on 31 st March, 2009. The car

park of the company is in excess of seven million vehicles and to service this car park ,the

company has 2,767 service workshops in 1,314 cities .The service network of Maruti Suzuki

includes Dealer workshop, Maruti Authorized services stations (MASs),Maruti service masters

(MSM)and Maruti service Zones (MSZ).

Besides selling and servicing vehicles, the company provides its customers with “one stop-shop”

experience such as automobile Finance, Automobile insurance, Maruti Genuine Parts and

Accessories, Extended warranty and Maruti Certified pre-owned car outlets in 181 cities as on 31st

March, 2009.

EXPORTS

Maruti Suzuki exported the first lot of 500 cars to Hungary in September, 1987.Presently, we are

exporting to over 100 markets in Europe, Asia, Latin America, Africa and Oceania.In2008-09,

and the company launched a new model A-Star that meets stringent European safety and emission

regulation. The company has exported over 500,000 cars so far.

PORT FACILITIES FOR EXPORT

In 2009-10, in association with Mundra Port SEZ Limited, the company had set up the company

had set up the state-of -the art facilities at Mundra Port ,Gujarat for Export terminal offers a “Roll

On, Roll Off”(RORO) berth ,which speeds up the loading process and minimizes the chance of

damage to cars. The company also has a Pre-Delivery Inspection (PDI) Centre at Mundra.

In a first of its kind initiative, the company, in partnership with Indian Railways, has developed

double Decker rail wagons for transporting export cars Mundra.

MARUTI AND CRM:-

Maruti created a land-mark in CRM by launching a website for the customers in the year

1998.

Maruti Auto Card-- Auto Card brings the customer all the advantages of an international

credit card in addition to bringing the customer an opportunity.



MISSION

To provide maximum value for money to their customers through continuous

improvement of products and services.

VISION

Creating customer delight and shareholders wealth.

VALUES

We believe our core values drive us in every endeavor

Customer Obsession

Fast, Flexible & First Mover

Innovation & Creativity

Networking & Partnership

Openness & Learning



1. Maruti 800:

Maruti 800 is one most small family related comfortable car, which come under

Economy segment. It is mostly sellable by the Maruti Udyog. It has been most good

performance by the buyers. And also good result of it. Since 1982 has been started

production of this car.

Maruti 800

Sr. No. Features

1. Types Maruti Standard

Maruti DUO

2. Petrol Or Diesel Petrol

3. Seating capacity 4

4. Launch in India December 1983

2. Alto:

Sr. No. Features

1. Types Alto

Alto Lx

Alto Lxi

Alto K10



4. Launch in India Sep 2000



3. Zen Estilo:

ZEN ESTILO

Sr. No. Features

1. Types Lx

Lxi

Vxi



4. Launch in India November 2006

4. Omni:

Sr. No. Features

1. Types Omni 5 seater

Omni 8 seater

Omni LPG

Omni Ambulance

2. Petrol Or Diesel Petrol/LPG

3. Seating capacity 5 seater, 8 seater

4. Launch in India 1984



5. Wagon R:

Sr. No. Features

1. Types Lx

Lxi




6. Swift:

Sr. No. Features

1. Types Lx

Lxi

Zxi

2. Petrol Or Diesel Petrol/Diesel


4. Launch in India May 2005



7. Swift Dezire:

Sr. No. Features

1. Types Lxi, Vxi, Zxi(Petrol)

Ldi, Vdi, Zdi(Diesel)

2. Petrol Or Diesel Petrol/Diesel


4. Launch in India March 2008

8. Maruti SX4

Maruti SX4

Sr. No. Features

1. Types SX4 Vxi , SX4 Zxi ,

SX4 Zxi (Leather )



4. Launch in India May 2007



9. A-STAR

A-STAR

Sr. No. Features

1. Types Lxi, Vxi, Zxi.




10. RITZ

Sr. No. Features

1. Types Lxi, Vxi, Zxi, Ldi, Vdi.

2. Petrol Or Diesel Petrol, Diesel





11. EECO

Eeco

Sr. No. Features

1. Types Standard, A.C.+Htr

2. Petrol Or Diesel Petrol, CNG

3. Seating capacity 5 or 7


12. Grand Vitara

Sr. No. Features

1. Types MT, AT.






13. Gypsy

Sr. No. Features

1. Types Soft top, Hard top,

Ambulance.

2. Fuel Gasoline



14. Kizashi

Sr. No. Features

1. Types MT, AT.






ADD-ON SERVICES

Ask any thing about Maruti. Anytime, call 1800 1800 180 (Toll Free). Mobile

+91 9910 20 20 20

Maruti On –road Service. Just dial 39891515 for a 24-hour on-road breakdown

service in many cities. No other car company can match this.

Maruti Genuine Parts. Maruti Suzuki spares are easily available across the

length and breadth of the country.

Maruti forever yours service include an extend of warranty with very

reasonable rate.

Express Highway Service introduced with service stations

at convenient points on important national highways.



Many of the auto component companies other than Maruti Udyog started to

offer components and accessories that were compatible. This caused a

serious threat and loss of revenue to Maruti. Maruti started a new initiative

under the brand name Maruti Genuine Accessories to offer accessories like

alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other

car care products. These products are sold through dealer outlets and authorized service stations

throughout India.

Maruti True service offered by Maruti Udyog to its customers. It is a market

place for used Maruti Vehicles. One can buy, sell or exchange used Maruti

vehicles with the help of this service in India.

As part of its corporate social responsibility Maruti Udyog launched the

Maruti Driving School in Delhi. Later the services were extended to other

cities of India as well. These schools are modeled on international standards,

where learners go through classroom and practical sessions. Many

international practices like road behavior and attitudes are also taught in these schools. Before

driving actual vehicles participants are trained on simulators.

N2N is the short form of End to End Fleet Management and This fleet

management service include end-to-end solutions across the vehicle's life,

which includes Leasing, Maintenance, Convenience services and

Remarketing.



MARUTI INSURANCE

Welcome to MARUTI INSURANCE, a trusted name that takes care of all your car insurance

needs under one roof. Jamkash Vehicleades having tied up with different Insurance Players in the

country like National Insurance Company , IFFCO TOKIO, ICICI Lombard & Bajaj Allianz to

bring world class motor insurance experience for all Maruti customers.

At Maruti Insurance, you get the advantage of a one stop shop for all your car insurance needs.

From an Instant policy issuance to a hassle-free post accident repairs on near cash-less basis -

Maruti Insurance leaves nothing more to be desired. Besides, Maruti Insurance ensures excellent

customer service with utmost fairness and transparency available to you across the country.

No wonder why customers out of 100 buying Maruti cars 86, choose Maruti Insurance!

Details you must know about Maruti insurance

1. Provides comprehensive motor insurance for Maruti vehicles only (Only Third Party policies

are not issued)

2. is available to customers exclusively through Maruti dealer network.

3. Provides insurance to only those Maruti vehicles that are up to 7 years old. However, once

insured under Maruti Insurance, the vehicle can remain under comprehensive cover for rest of its

life.


http://www.bajajallianz.com/

http://www.icicilombard.com/

http://www.iffcotokio.co.in/

http://www.nationalinsuranceindia.com/


MARUTI TRUE VALUE

Maruti True Value is India No.1 organized pre-owned car brand .True Value is venture of India’s

largest automobiles manufacturer “Maruti Suzuki India Ltd”.

Unique advantages :

* India's largest certified used car dealer network

* 331 outlets in 291 cities and growing

* All car related services under one roof

* professionally trained manpower

* Complete peace of mind

Maruti True Value business expands the family of Maruti customers, providing reassurance to

existing Maruti customers about resale of their cars and further emphasizes Maruti s Commitment

towards enhancing customer satisfaction by continuous association during the vehicle ownership

life cycle.

No one knows your Maruti car better than Maruti - based on this premise; Maruti channelizes its

expertise to ensure that transactions in pre owned cars are transparent and fair. Through that, the

company endeavors to extend the relationship and emotional connect that it enjoys with the

customer.

True Value has transparent and fair evaluation process, which is currently missing in the largely

unorganized market for pre-owned cars. Maruti True Value processes and systems ensure that the

seller gets the right price and is paid promptly.

Under True Value, the seller has the option to be paid in cash, or get a True Value car in exchange

for a brand new Maruti Suzuki car in exchange. True Value category cars bought by Maruti True

Value dealers are taken to state-of-the-art workshops.

True Value Category cars are refurbished in state of art workshops using Maruti Genuine Parts

and by skilled technicians. These cars are then sold through Maruti True Value outlets.

As a mark of confidence, and to provide reassurance to customers, every vehicle bought under

Maruti True Value is inspected and certified by Maruti Engineers and the Car carries a one-year

warranty and three free services. Convenient finance options are also offered to buyers of Maruti

True Value cars.



MARUTI DRIVING SCHOOLS

Road safety is a key concern area for both the government and people on the road. According to

various studies lack of professionalism in driving and untrained drivers are primarily responsible

for the majority of road accidents.

As a part of our initiative to improve road safety and inculcate safe and systematic driving habits

among people. Maruti Suzuki has opened Maruti Driving Training School (MDS) modeled on

International Lines, where there are components of Classroom Training, Practical Training and

Attitude Training. There are world-class Simulators to give a hands-on feel to learners before

taking the vehicle on the road, which is especially beneficial to those who have a fear of driving.

These also simulate various road and weather conditions like fog, dim light, uphill and downhill

terrain, to provide comprehensive training to learners.

Having started in Bangalore in March 2005, Maruti Driving School has now spread its network

throughout the country. Maruti Suzuki has involved its vast dealer network in promoting road

safety and safe driving. In collaboration with the dealers, the company has set up over 166 Maruti

Driving Schools (MDS) across the country.

One of the unique features of these driving schools is that there are lady instructors appointed to

train women at these schools.



SWOT ANALYSIS

STRENGTHS

Bigger name in the market.

Established distribution & after sales network.

Understanding of the Indian market.

Ability to design product with differentiating features.

Brand Image.

Experience & Knowledge how in technology.

Trust of People.

Maruti Udyog Ltd. is the market leader for more than decade.

Has a great dealership chain in the market.

Better after sales service.

Low maintenance cost of vehicle.

WEAKNESSES

Lack of experience in foreign market.

Comparatively new to diesel cars.

People resistant to upper segment models.

Heavy import tariff on fully built imported models.

Exports are not that good

Lesser diesel models in the market compare to others.

Global image is not that big.

OPPURTUNITIES

Increased purchasing power of Indian middle class family.

Government subsidies.

Tax Benefits.



Prospective buyers from two – wheeler segment.

Great opportunities to go global with success of Swift and SX4 allover.

Introduction of more diesel models. The diesel car segment is growing.

Opportunity to grow bigger by entering into bigger car markets.

Already a market leader so great opportunity to be the king of market in every stage of

industry.

THREATS

Foreign companies entering market; so a bigger threat from MNCs.

Competition from second hand cars & TATA Nano.

Threats from Chinese manufactures.

to the market share, as many big names are coming in the industry

There are hardly any diesel models

Rs. 1 lakh – Rs. 1.5 lakh car



Factors that influence the consumer’s buying decision for the product

Social

Culture

Subculture

Social Class

Reference group

Family

Roles and statuses

Personal

Age and life-cycle stage

Occupation

Economic circumstances

Lifestyle

Personality and self-concept

Psychological

Motivation

Perception

Learning

Beliefs and attitudes



Business Environment Factors

Political Factors:-

1. Government continuously slashing tax rates.

2. Government has launched automotive mission plan (AMP).

3. Automatic approval for FDI in automobile sector.

Economic Factors:-

1. Stable economic policies.

2. Easy availability of finance.

3. Economics incentives by local state Government.

4. Lower duties & taxes.

5. Huge domestic demand.

Social Factors:-

1. Lucrative market in rural India.

2. Rapid urbanization and income levels.

3. Skilled labor costs amongst the lowest in world.

Technological Factors:-

1. Four Lakhs pass out every year.

2. Credible local suppliers of high quality components.

3. India emerging as an automobile hub for automobile manufacturing & research.

Ecological Factors:-

1. India automotive regulations are closely aligned to world standards on emission & safety.

2. Proximity to major export market.

Legal Factors:-

1. Weighted tax deduction up to 150% on in house R & D activities.

2. Relatively High import Duties



CURRENT STRATEGIES BY MARUTI

Pricing strategy - catering to all segments

Offering one stop shop to customers

Repositioning of Maruti products

Customer Centric Approach

Committed to motorizing India

Realisation of importance of vehicle maintenance services market

Playing on cost leadership



Basis of Segmentation

Targeting: - Selective Specialization

UrbanSemi –

UrbanRural

A1 Yes Yes

A2 Yes Yes Yes

A3 Yes Yes

SUV Yes

C- Class Yes YesMarket

Product



Targeting: - on the basis of income Group

Income Group

Product

RS. 2- 3 lacs.

/annum

RS. 3-5 lacs.

/annum

RS. 5 - > 5

lacs. /annum

A1 Yes

A2 Yes Yes

A3 Yes

SUV Yes

C- Class Yes Yes Yes



Positioning

Product Target Customers Benefits Value Proposition

A1 A consumer who

wants car.

Durability and

Performance

A car which gives

Durability in low cost.

A2 A consumer who

wants Small &

spacious car.

Spaciousness. A spacious small car

without extra cost.

A3 A consumer who

wants more comfort

car

Design, Style

and Luxury.

A car design with style

and luxury.

SUV Lifestyle Oriented

consumers.

Rigidness,

Luxury and

Comfort.

A Vehicle that provides

the luxury and Comfort

of a car.

C-Class A consumer who

wants car for

commercial use

More spacious

car.

A big car with reasonable

price



Generic Strategies

Overall cost leadership

Low-cost-position relative to a firm’s peers

Manage relationships throughout the entire value chain

Differentiation

Create products and/or services that are unique and valued

Non-price attributes for which customers will pay a premium

Focus strategy

Narrow product lines, buyer segments, or targeted geographic markets

Attain advantages either through differentiation or cost leadership



EXISTING PRODUCT STRATEGY

Portfolio of 12 products

Five product lines

Core Product, Formal Product, Augmented Product & Future Product

Products

A1 800

A2 Alto, Zen ,Wagon –R, Swift, A-star

A3 D ZiRE, Sx4

SUV Vitara, Gypsy

C - Class Product Line

PRODUCT STRATEGY

Suggested product strategy

More fuel efficient cars.

Alter Net fuel cars.

Eco friendly cars.

More focus on A1, A2 & A3.



Existing Price strategy

Pricing Objective: - Market share &Cost Leadership

Pricing Method :- Markup Pricing (cost plus pricing )

Pricing strategy :- Economical Pricing

Suggested price strategy

Continue Economic pricing strategy as it will help to achieve goal of become cost leader.

Expansion of manufacturing facility to achieve economies of scale.



INTROCTION

The customer is always right. This is incontrovertible. Customer belongs at the heart of every

business because without them there is no business. Without their money, there is no exchange.

Therefore, for any company, the customer is the starting point that influence very move.

Marketing is based on this logic. It is process by which a company finds out what its customers

want and need, and then delivery it in a way that that makes as much profit as possible.

Because marketing focuses on customers, the heart of every business and sources of all income, it

follows logically that marketing as a mere function of business to be performed intermittently.

By focusing on different customers, a marketing orientation gives a company an edge over those

who focus more on different products, selling and the production. Marketing opportunity arise

when customer wants and need arise. There is no point in trying to sell something for which there

is no demand. The production process must be informed by customer demand. Customer will not

often buy just because it is exist.

Customers are satisfied when offered what are needs. In practice, they are not all that easy to

please. Marketing is also about predicting what customer will want and need in the future. It is

native have to think that customers needs and want remain constant, adopting the customer-

centered approach to a business will involve change.

As psychiatrists have noted, change is always stressful but often necessary. Wants and needs

change along with markets, product, and cultures. The SLEPT FACTOR (social, legal,

economical, political, and technological) can affect the behavior of customers, the market they

form, and the ways in which a company can respond. To stay ahead of competition, a change in

outlook must occur. Innovation should be encouraged.

Marketing has been conceptualized and accepted as an activity directed at satisfying need and

wants through exchange process. The “Marketing Concept” is essentially the satisfaction of the

customer needs through integrated marketing with the intend to satisfy the customers while

earning the profit. The basic idea is that a satisfied customer will likely to repurchase, leading to



increase sales and share for the firm. Integrated marketing activities aimed at producing customer

satisfaction include what have been referred to as 4 P’s of marketing, namely product, promotion,

price & place. Generally marketing is conceder as the Primary functional area in the firm that

works to satisfy the firm’s customers. It is true that customer satisfaction is the result of total

marketing efforts, industry has generally failed to recognized the importance of customer as

provided by physical distribution to the customer satisfaction and has not effectively integrated

customer service with the other component of marketing mix.

Customer’s expectations:

Customer is defined as anyone who receives that which is produced by the individual or

organization that has value. Customer’s expectations are continuously increasing. Brand loyalty is

a thing of past. Customers seek out products and producers that are best able to satisfy their

requirements. A product does not need to be rated highest by the customer on all dimensions, only

those they think are important.

Customer perceived value:

Customer perceived value is difference between the prospective customer’s evaluation of all the

cost of an offering and the perceived alternatives.

Total customer value is perceived monetary value of the bundle of economics, functional and

psychological benefits customer expect from the given marketing offering.

Delivering high customer value the key to generating high customer loyalty is to deliver high

customer value. According to Michel Lanning, a company must design a competitively superior

value deliver system.



Customer satisfaction

Satisfaction is the person’s feelings of pleasure or disappointment resulting from comparing a

product’s perceived in relation to his or her expectations. In general, if performance of the

products matches the expectations, the customer is said to be satisfied. Customer satisfaction, a

business term, is a measure of how products and services supplied by a company meet or surpass

customer expectations. In a competitive marketplace where business complete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become a key element of

business strategy. If performance exceeds expectations, the customer is said to be highly satisfied

or delighted. If the performance falls short of expectations, the customer is said to be dissatisfied.

Measuring customer satisfaction:

Organizations are increasingly interesting in retaining existing customers while targeting non-

customers measuring customer satisfaction provides an indication of how successful the

organization is at providing products and/or services to the marketplace. Customer satisfaction is

an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will

vary from person to person and product/service to product/service.

The state of satisfaction depends on a number of both psychological and physical variables which

correlate with satisfaction can also vary depending on other options the customer may have and

other products against which the customer can compare the organization’s products.

Importance of measuring customer satisfaction:

While is it is critical to be in sync with the overall business objectives of the organization, it is

also critical to be in tune with information requirements of users, and the value they find in

services provided by the info center. In order to be perceived as integral assets to their

organizations, most information professionals are concerned with expanding their activities, and

serving more customers better. Building on a loyal customer or user base is the best and easiest

way to grow your business. Just as companies find it costs approximately five times more to

acquire new customers than it costs to keep a customer, Info Centers will find it most cost

effective to grow by building on the services now provided to loyal, committed customers. To

continue earning that customer loyalty, information professionals must keep tabs on the



satisfaction levels and perceptions of value held by Info Center users. Strategies to develop the

new business should always be balanced by strategies to retain existing business and ensure

ongoing satisfaction of existing customers. There is an also real bottom-line reason for measuring

customer satisfaction.

Positive results from customer satisfactions studies will make a strong statement in support of

continued funding for Info Center activities.

Tools for measuring Customer Satisfaction:

Complaint and Suggestion Systems:

A customer-centered organization makes it easy for customers to register suggestions and

complaints. Companies also using web sites and e-mail for quick, two-way communication.

Customer Satisfaction Survey:

Responsive companies measure customer satisfaction directly by conducting periodic surveys.

Ghost Shopping:

Companies can hire people to pose as potential buyers to report on strong and weak points

experienced in buying the company’s and competitor’s products. These shoppers can even test the

company’s sales personnel handle various situations.

Lost Customer Analysis:

Companies should contact customers who have stopped buying or who have switched to another

supplier to learn why this happened.

Focus Groups:

Focus groups can be held on an informal or formal basis. On an informal basis, consider having a

group of users meet for coffee or lunch to discuss their satisfaction with services being evaluated.

On a more formal basis, a facilitator with experience in leading focus groups can work with

personnel to plan questions and activities to elicit perception of value and satisfaction from

participants.



Customer Satisfaction Survey:

Study show that although customers are dissatisfied with one out of every four purchases, less

than five percent of dissatisfied customers will complain. Most customers will buy less or switch

to other supplier. Complaint levels are thus not good measure of customer satisfactions responsive

companies measure customers

Satisfaction directly by conducting periodic survey. They send questionnaire or make telephonic

calls to a random sample of recent customers. They also solicit buyer’s views on their competitor

performance.

While collecting customer satisfaction data, it is also useful to asked additional questions to

measure re purchase intention; this will normally be high if his customer satisfaction is high. It is

also useful to measure likely hood or willingness to recommend the company and brand to others .

A high positive word-of-mouth score indicates that the company is producing high customer

satisfaction.

Customer satisfaction helps company in knowing the wants, needs and expectation of customers.

It also helps to collect feedback about products. This will assist company in new product

development.



CUSTOMER CARE PROCESS OF

JAMKASH VEHICLEADES

Customer Care Team:

Role of the Customer Care Manager:

Customer Care Manager is the leader of the customer care team. He is accountable for the sales

satisfaction index of the dealership. The customer care manager ensures that every customer is

properly followed up and feedback is recorded. Also the customer complaints are recorded and

resolved as soon as possible to the level of satisfaction. The customer care executives report to the

customer care manager.

Customer Care Executive:-

Initially does the Post Sales Follow up (PSF) and monitors the feedback forms at the showroom

Post sales follow up

PSF’s 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 customer’s feedback 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.

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.



Objectives of The Study

Primary objective:-

1. Conduct customer satisfaction survey of Maruti Suzuki.

2. To find out the customers satisfaction level during the sales and after sales process.

3. To study the factors which satisfy and delight the customer.

4. To find out the sources of awareness of the dealership and products.

Secondary objective:-

1. To find out problem faced by customers.

2. To understand the requirements of the customers from Maruti Suzuki.

3. To know customer opinion about Maruti Suzuki’s vehicles.



Research Methodology

Research methodology is a process to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. Why a research study has

been undertaken, how the research problem has been defined. In what way and why the

hypothesis has been formulated, what data have been collected and particular method has been

adopted. Why particular technique of analyzing data has been used and a host of similar other

questions are usually answered when we talk of research methodology concerning a research

problem or study.

A research design serves as a bridge between what has been established (the research objectives)

and what is to be done, in the conduct of the study. In this project research done is of conclusive

nature. Conclusive research provides information that help in making a rational decision.

Explorative design was choose to measure the satisfaction level of customers on the basis of

different parameters such as quality, price, features, technology, after sale services etc.

This design ensured complete clarity and accuracy. It also ensured minimum bias in collection of

data and reduced the errors in data interpretation. Statistical method was followed in this research

because the data was of explorative nature and it also enabled accurate generalizations.

Introduction:

The objective of this project is to conduct the Customer Satisfaction Survey of Maruti Suzuki and

recording, analyzing and interpreting the wants and expectations of customers. For the company,

it is essential to know whether customers are satisfied or not with the Maruti Suzuki and services

provided by company.

Statements of the problem:

The purpose of conducting this research is to get the actual idea about the experiences of

customers and their satisfaction level with Maruti Suzuki. What types of problem they face after

purchasing the vehicles. The purpose of conducting this research is also to find out expectations

of customers for Maruti Suzuki. Users were selected and then the analysis was formed regarding

the people’s beliefs, satisfaction and expectations about the Maruti Suzuki.

This was basically the problem that was discovered to conduct this project i.e.

“Customer satisfaction survey of Maruti Suzuki.”



Meaning of Research

“Research is common parlance refers to a search for knowledge. In fact research is an act of

scientific investigation.”

To decide objective of the study

1. To decide objective of the Study:-

This step is also research problem. Problem definition is the most critical part of the

research process. Research problem definition involves specifying the information needed

by management. The main objective of the study is:

To know about the different services provided by Maruti Suzuki to its customers in

Jammu.


To decide research design &

application

To decide source of data collection

To decide from of data

collection

To organize & collect data

To process & analyze report

To prepare the research report


To find out the level of customer satisfaction with the offers, discount and services offered

by Maruti Suzuki.

To know about the perceptions of the customers towards Maruti Suzuki.

To find out the sources of awareness of the dealership and products.

2. To decide research design & application:-

Research design involves defining the research problem, determining how to collect the data and

from whom, establishing the way the data will be analyzed estimating costs and the preparation of

the research approach. For this study, exploratory research was selected.

3. To decide Source of data there are two sources of data

Primary Data

Secondary Data

Primary data:-

Primary data is the original data collected specifically for the problem. Primary data are those

which are collected a fresh and for the first time and thus happen to be original in character. The

data was collected by interviewing the respondents through questionnaire and the raw data

collected was transformed into a needed list of information.

Reason for selecting primary data:-

In terms of primary data a questionnaire has been used to interview desire sample units that give

accurate and up to data information as well better to research problem.

Research approaches: - Primary data can be collected in five main ways: through Observation,

focus groups, surveys, behavioral data, and experiments.



Research instruments: -

Marketing researchers have a choice of three main research Instruments in collecting primary

data:

Questionnaires: - A questionnaire consists of questions presented to respondents for

their answers. Because of its flexibility, the questionnaire is by far the most common

Instrument used to collect primary data. Questions can be open-ended or closed-Ended.

Qualitative measures : - Some marketers prefer more qualitative methods for gauging

consumer opinion because consumer actions do not always match their answers to survey

questions. Qualitative research techniques are relatively unstructured measurement

approaches that permit a range of possible responses, and they are a creative means of

ascertaining consumer perceptions that may other-Wise be difficult to uncover.

Mechanical devices: -Mechanical devices are occasionally used in marketing

research .Mechanical devices like galvanometers measure the respondent’s interest or

emotions aroused by exposure to a specific ad or picture.

Secondary data:-

Data potentially useful in solving a current problem but that were collected for a different

purpose. The secondary data are those which have already been collected by someone else and

which have already been through the statistical process. . The data was collected in the form of

company profile and produce profile from the web sites and news paper. Some of the books were

also referred for theoretical concepts.

Reason for selecting secondary data:-

Secondary data can be gathered quickly and inexpensively, compared to primary data; it is clear

useful to study analyzing the recent development in the telecom industry.

Contact methods: - Once the sampling plan has been determined, the marketing researcher must

decide how the subject should be contact:

Mail questionnaire : - The mail questionnaire is the best way to reach people who

would not give personal interviews or whose responses might be biased or distorted by the

interviewers. Mail questionnaires require simple and clearly worded questions.

Telephone interview : - Telephone interviewing is the best method for gathering

information quickly; the interviewer is also able to clarify questions if respondents do not



understand them. The response rate is typically higher than in the case of mailed

questionnaires.

Personal interview: - Personal interviewing is the most versatile method. The

interviewer can ask more questions and record additional observations about the

respondent, such as dress and body language. Personal interviewing takes two forms. In

arranged interviews, respondents are contacted for an appointment, and often a small

payment or incentive is offered. Intercept interviews involve stopping people at a

shopping mall or busy street corner and requesting an interview.

Online interviews : - There is increased use of online methods. There are so many ways

to use the Net to do research. In this method, researcher can include a questionnaire on its

Web site and offer a people to answer the questionnaire.

4. To decide from of data collection:-

For this project survey method was selected which was carried through person interview. Because

information from different customers was required.

5. To organize & collect data:-

Once the researcher has formulated and development a research design including questionnaire

second thing he has to decide whether he has to collect the information.

From all the targeted customers. There can be two types of survey are possible.

Sample Survey

Census Survey

“For this project Sample Survey war chosen”

Characteristics of the sample survey are:-

It is cheaper than census survey

It requires less time

It is economical

More detail information can be collected

Deciding the sample plan requires following decisions

Sample unit “Who is to be surveyed”



Sample

Sample is the true representation of the population by studying of the sample we can predict the

behavior of the population.

Sample Size: 100 (in this case)

The sample size is decided to be 100. The data will be collected through a sample survey by

personal interview using structured questionnaire and reviewing the secondary data. The samples

are bound to Jammu. The collected data is represented in tables, graphs and are analyzed.

Method of Sampling:-

In this project, the survey was done within the market that means probabilistic convenience

Sampling was carried out.

6. To process & analyze data:-

After the data was collected it was tabulated, analyzed and interpreted to the conclusion reach.

Techniques Applied:-

1. Bar Chart: - A chart in which the length of the bar represents the amount of the item

associated with the bar.

2. Pie Chart: - A circle divided in two sections, such that each section represents the

percentage of the total area of a circle associates with one variable.

Types of Research

Along with this there may be 3 type of research methodology these are:-

Exploratory Research

Descriptive Research

Casual Research

“Our research is based on the exploratory research.”

Exploratory Research

“The objective of this research is to gather preliminary information that will help us to define the

problem and to suggest any hypothesis.”Which means first we have to define the problem and

research objective? Then we have to develop the research plan for collecting information. Now

after collection data we have to interpret those data for any suggestion.



Analysis

Table No.- 1) Table showing Occupation of Customer-

S.No

.Occupation No. of Respondents

1. Business 44

2. Employee 32

3. Agriculture 14

4. Others 10

TOTAL 100

Source-Primary data

44%

32%

14%10%

Occupation of the customer

BusinessEmployeeAgricultureOthers

Interpretation –

It is observed that, 44% customers are doing the Business and 32% customer are the

employee in private or government sector, 14% are farmer and 10% in other field.



Table No.:- 2) Table showing Age of the Maruti Suzuki’s Customer

Buyer 20 - 25 26 – 34 35 - 44 45 & above Total

No.of Persons 5 40 30 25 100

5%

40%

30%

25%

Customer's Age

20 - 2526 – 3435 - 4445 & above

Source-Primary data

Interpretation –

It is observed that, 5% customer’s age is between the 20-25 years, 40% in 26-34 years, 30% in

35-44 years and 2% customers above 45 years.



Table No.- 3) Preference for choosing particular car?

Aspect No of Respondents

Comfort 12

Mileage 26

Features 12

Looks 20

Price 24

Safety 6

Total 100

12%

26%

12%20%

24%6%

Customer's Preferences

ComfortMileageFeaturesLooksPriceSafety

Source-Primary data

Interpretation –

It is observed that, 26% of the customers preferred Mileages as first preference, 12%

preferred features, 20% preferred looks, 24% preferred Price, 12% preferred comforts and 6%

preferred safety.



Table No.-4) Do you find easy availability of spare parts?

86%

14%

Availability of Spare Parts

YesNo

Source-Primary data

Interpretation –

It is observed that, 86% of the customers get spare parts easily, while 14% says NO to

easy availability of spare parts.


Customers remark No. of Respondent

Yes 86

No 14

Total 100


Table No.-5) Are you satisfied with your car?

90%

10%

Satisfaction Of Customers

YESNO

Source-Primary data

Interpretation –

It is observed that, 90% of the customers are satisfied with their cars, while 10%

customers are not satisfied with their cars.



Yes 90

No 10

Total 100


Table No.-6) from which of the following add-on services are you unaware?

Services No. of Respondent

MTV 10

M-Finance 12

M-Insurance 4

M-o-S 18

Anytime Maruti 20

MGA 8

MGP 8

MEW 20

Total 100

10%12%

4%

18%

20%8%

8%

20%

Unawerness of the customers about Maruti Add-on Services

MTV

M-Finance

M-Insurance

M-o-S

Anytime Maruti

MGA

MGP

MEW

Source-Primary data

Interpretation –

It is observed that, 20% of the customers are unaware of Anytime Maruti, and 4% of the

customers are unaware of Maruti Insurance.



Table No.-7) Do you prefer M-Insurance over any other insurance option?


Yes 38

No 62

Total 100

38%

62%

Customer Preference about M-Insurance

YesNo

Source-Primary data

Interpretation –

It is observed that, 62% of the customers are ready to prefer M-Insurance, 38% are not

ready to prefer M-insurance.



Table No.-8) What is your Pre-sales experience while purchasing the car?


Excellent 50

Good 30

Average 15

Below average 5

Total 100

50%

30%

15%

5%

Pre Sales Satisfaction of customersExcellent Good Avverage Below average

Source-Primary data

Interpretation –

It is observed that, 50% of the customers are highly satisfied with the Pre-sales services

And 5% are dissatisfied with the Pre sales services.



Table No.-9) What is your Post-sales experience after purchasing the car?

30%

45%

20%5%

Post Sales satisfaction of the customer

Excellent Good Avverage Below average

Source-Primary data

Interpretation –

It is observed that, 30% of the customers are highly satisfied with the Post-sales services

And 5% are dissatisfied with the Post sales services.



Excellent 30

Good 45

Average 20

Below average 5

Total 100


Table No.-10) How will you rate Maruti Suzuki on the basis of Value for Money?

38%

42%

20%

Value for MoneyAbove Expectatiom As per Expectation Below Expectation

Source-Primary data

Interpretation –

42% of the respondents are of opinion that vehicles are as per expectation & 20% are of the

opinion that the vehicle are below expectation.



Above Expectation 38

As per Expectation 42

Below Expectation 20

Total 100


Table No.-11) Would you like to re purchase the Maruti Suzuki cars?


Yes 74

No 26

Total 100

Yes No0

10

20

30

40

50

60

70

80

No. of Respondent

No. of Respondent

Source-Primary data

Interpretation –

It is observed that, 74% of the customers are ready to repurchase the Maruti’s car, 26% are

not ready to repurchase the car.



Table No.-12) Would you like to recommend the Maruti Suzuki car to your Friends / relatives?

72%

28%

Recommandation to friends/relatives

Yes

Source-Primary data

Interpretation –

It is observed that, 72% of the customers are ready to recommend the car to the friends

and relative, 28% are not ready to recommend the car to the friends and relatives.



Yes 72

No 28

Total 100


Table No.-13) In which sector do you think / feel Maruti Suzuki should improve?

16%

46%

24%

14%

Customer expectation from Maruti Suzuki

Price QualityServiceOther

Source-Primary data

Interpretation –

It is observed that, 46% of the customers are of opinion that Maruti should improve in quality,

24% are of opinion of service, and 16% with price and 14% feel others.



Price 16

Quality 46

Service 24

Other 14

Total 100


Table No.-14) Are you satisfied with the overall service of Maruti Suzuki?

Customer remark about services

32%

50%

15%3%

Excellent

Good

Avverage

Below average

Source-Primary data

Interpretation –

It is observed that, 97% of the customers are satisfied with the services, and 3% are not

satisfied.



Excellent 32

Good 50

Average 15

Below average 3

Total 100


Table No.-15) Which feature according to you should Maruti Suzuki improve?

38%

23%

19%

20%

Features To Improve ON

TechnologyStyling/TrendInteriorsExteriors

Source-Primary data

Interpretation –

It is observed that, 38% of the customers want Maruti to improve the technology used,

23% wants it to improve its styling, 19% wants to improve interiors and 20% wants exteriors to

be improved.


Features No. of Respondent

Technology 38

Styling/Trend 23

Interiors 19

Exteriors 20

Total 100


Table No.-16) From where did you learn about Maruti Suzuki products and its

Dealerships?

41%

10%19%

30%

Sources of Information

T.VRadioMagazinesNewspapers

Source-Primary data

Interpretation –

It is observed that, 41% of the customers learn about Maruti dealerships from T.V, 10%

from radio, 19% from magazines and 30% from newspapers.


Sources No. of Respondent

T.V 41

Radio 10

Magazines 19

Newspapers 30

Total 100


Findings

1. It is observed that:-

2. The prospective segment is from the business and self employed class.

3. The company should concentrate on the age group 26-34.

4. Maruti should continue to maintain the standard of the service.

5. It is observed that, 42% of the respondent are of opinion that vehicles are as per

expectation, and 20% are saying its below expectation.

6. Company should improve its post sales service.

7. The customer highest priority is for the mileage.

8. Maruti Suzuki needs to improve its awareness about Add-on-Services like any time

Maruti, MEW etc.

9. Customer are highly satisfied with the service which help in customer retention

10. It is observed that, 46% of the customers are of opinion that Maruti should improve in

quality, and 16% of the opinion that Maruti should improve in price.

11. Customers are highly satisfied which help in customer retention.

12. Company has created goodwill among the customers which will help them to recommend

car to friends and relatives.

13. Maruti Suzuki needs to educate the customers about the benefits of M-Finance. They can

motivate the cash customers to offer M-Finance.

14. It is observed that, 86% of the customers are ready to prefer M-Insurance, 14% are not

ready to prefer M-Insurance.



TO THE COMPANY

Maruti has a big brand name amongst the middle class and upper middle class people, but

they need to work on not only attracting the middle class people but also the rich or upper

class people. They should launch some big cars in market with a lot of features in it at a

normal or low price compared to that of the other competing companies.

I would also like to recommend Maruti to use good quality fiber and other goods in the car

and also to lay more emphasis on the interiors of the car. Maruti cars have a common

problem of rattling sound coming from the car. They should sort that problem out by using

good quality goods in the car.

Maruti should also give importance to the technology used in the cars. Most of the cars

which are produced by Maruti are lacking in technology compared to the other brands in

the market.

On a smaller note Maruti should work on the technology and the good quality of products

used in the car. Maruti should also focus on delivering some big cars which can attract the

rich and upper class people.



TO THE CUSTOMERS

Cars produced by Maruti are highly economical and have a very low pricing compared to

the other cars of that class. The servicing of the car is quite cheap and the spare parts of

Maruti are also quite cheap.

Maruti cars fit in the budget of an ordinary person. If a person has a low budget he can get

a Maruti Alto which is a very good car with a very low pricing. It’s got some really good

features and a very good engine to go along with it. It’s got a powerful 47 bhp engine. The

engine of this car provides you with an average of not less than 17 kmpl. The car also has

a good comfort level.

Today Maruti also has manufactured a sporty car known as the Swift. This car has some

really cool features which come at quite a good cost. Some features are like automatic

climate control, abs, airbags and it has a very good 1.3 ltr engine. This has got everything

which can attract people towards it at quite a reasonable price.

I would also recommend people to go for Maruti Suzuki cars since it has its service

stations almost everywhere even if you go to villages you can find a Maruti service

station. And also because it’s spare parts are available anywhere and at a quite cheap cost.

Maruti is also recommendable as the cars produced suit the Indian roads. The car does not

require much care to be taken for.



CONCLUSION

It has been observed that most customers are satisfied with pre sales services but few of these

customers are dissatisfied with the post sales service which is the matter of concern for the

company. Maruti Suzuki needs to improve some parts of products specifically the interiors. High

customer satisfaction level helps the company to retain its existing customer as well as generate

new customer through word to mouth publicity.

From the survey taken from the people in the form of questionnaires one thing is clear that Maruti

is the best car for Indian roads and also it has the most number of cars selling every year. Maruti

cars are user friendly and have a very good mileage. The service provided to the cars by Maruti is

also very good. Maruti is very popular amongst the middle class people. Maruti 800 is the highest

number of cars ever sold in India.

From that we can come to know about Maruti and why is it so successful.

Customer satisfaction index is a good tool to make improvements in the products and services of

the company. And therefore should utilize carefully & kept as confidential as possible.



LIMITATIONS OF THE STUDY:

Though the research was conducted properly, the probability of errors & biases kept is minimal;

still some errors occurred because of certain limitation.

These are as follows:-

a) A very short span of time for research.

b) This is time-consuming research method & the respondents did not have sufficient time

for giving information for such type of research.

c) People were reluctant to give responses for such type of research.

d) People also did not give proper response for Questionnaire & interview, because of short

time.

e) Study is restricted to only Jammu city.



QUESTIONNAIRE

Name: - Sex:-

Address: - Occupation:-

Contact No:-

Age of Respondent

a) <25 b) 25-34

c) 35-44 d) 45 & above

1. Which Model of Maruti Suzuki are you using?

Car:-…………………………………………………………………………

2. Preference for choosing particular car?

a )Comfort b) Mileage

c) Feature d) Safety

e) Looks f) Price

g) Others Please specify:-………

4. Do you find easy availability of spare parts?

a) Yes

b) No



5. Are you satisfied with your car?

a) Yes

b) No

If No, give the reasons for the same…………………………………………….

6. From which of the following add- services are you unaware?

a) MTV b) M-Finance

c) M-Insurance d) Maruti on road services

e) Any time Maruti f) MGA

g) MGP h) Maruti Extend warranty

7. Do you prefer M-Insurance over any other insurance option?

a) Yes

b) No

If No, then why:-……………….

8. What is your Pre-sales experience while purchasing the car?

a) Excellent b) Good

c) Average d) Below Average



9. What is your Post-sales experience after purchasing the car?



10. Are you satisfied with the features of Maruti Suzuki?

a) Comfort……. /5 b) Mileage……. /5

c) Feature ……. /5 d) Safety……. /5

e) Looks ……. /5 f) Price……. /5

11. How will you rate Maruti Suzuki on the basis of Value for Money?

a) Above Expectation

b) Below Expectation

c) As per Expectation

12. Would you like to re purchase the Maruti Suzuki cars?

a) Yes

b) No



13. Would you like to recommend the Maruti Suzuki car to your

Friends / relatives?

a) Yes

b) No

14. In which sector do you think / feel Maruti Suzuki should improve?

a) Price b) Quality

c) Service d) Others

15. Are you satisfied with the overall service of Maruti Suzuki?



16. You would like your other car to be a

a) Maruti b) Hyundai

c) Honda d) Tata

e) Others Specify. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

17. Which feature according to you should Maruti Suzuki improve?

a) Technology b) Styling / Trend

c) Interiors d) Exteriors



18. From where did you learn about Maruti Suzuki products and its

dealerships ?

a) T.V. b) Radio

c) Magazines d) Newspapers

19. Feedback:………………………………………………………………………….



BIBLIOGRAPHY

1. Marketing Management by Philip Kotler.

2. Research Methodology-C.R. Kothari.

3. Marketing Management by C.N. Sontakki.

4. Website visited –

www.marutisuzuki.com

www.automotive.com

www.marutiudyog.com

www.vehicleades.com

www.wikipedia.com

www.google.co.in

5. Newspaper- Hindustan Times, Times of India, etc.


http://www.wikipedia.com/

http://www.vehicleades.com/

http://www.marutiudyog.com/

http://www.automotive.com/

http://www.marutisuzuki.com/

Maruti Suzuki

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