Project Maruti Suzuki

THE STUDY ON CUSTOMER RETENTION WITH REFERENCE TO KATARIA AUTOMOBILES
TABLE OF CONTENTS
CONTENT
PG
1. EXECUTIVE SUMMARY
 INTRODUCTION OF TOPIC 4
 OBJECTIVE OF STUDY 5
 FINDINGS 6
 SUGGESTIONS 6
 CONCLUSIONS 7
2. INDUSTRY PROFILE 7
 BOOM IN INDIAN AUTOMOBILE INDUSTRY 12

 E-BUSINESS OF AUTOMOTIVE INDUSTRY 14
 COMPETITIVE FACTORS OF AUTOMOBILE INDUSTRY IN INDIA 17
3. COMPANY PROFILE 18
 HISTORY OF MARUTI SUZUKI LTD 19

 AUTHORIZED SERVICE STATION OF MARUTI 21
 ABOUT KATARIA AUTOMOBILES 23
 HISTORY OF KATARIA AUTOMOBILES 24
 MANAGEMENT OF KATARIA AUTOMOBILES LIMITED 25
4. RESEARCH METHODOLOGY 27
 WHAT IS RESEARCH 27
 WHAT IS MARKETING RESEARCH 30
 TYPES 31
 PROCESS 34
 EXPLANATION ON CUSTOMER RETENTION 38
METAS OF SEVENTHDAY
Page ADVENTIST COLLEGE
1
 OBJECTIVE OF STUDY 41
5. DATA ANALYSIS AND INTERPRETATION 42

6. LIMITATIONS OF THE PROJECT 68
7. SUGGESTIOS OF THE PROJECT 69
8. CONCLUSION OF THE PROJECT 70
9. GLOSARRY 71
10. BIBLIOGRAPHY 72
11. ANNEXURE 73
METAS OF SEVENTHDAY
2
Executive summary
METAS OF SEVENTHDAY
3
 Introduction of customer retention
Customer retention is the maintenance of continuous trading relationships with customers

over the long term. Customer retention is the mirror image of customer defection or
churn. High retention is equivalent to low defection. Customer retention is about keeping
the customers organization has spent that money to acquire. And if you’re in an industry
where they make multiple purchases over the years, organization entire team should be
very focused on retaining those customers.
A customer retention strategy aims to keep a high proportion of valuable customers by reducing
customer defections (churn), and a customer development strategy aims to increase the value of
those retained customers to the company. Just as customer acquisition is focused on particular
prospects, retention and development also focus on particular customers. Focus is necessary
because not all customers are worth retaining and not all customers have potential for
development. We will deal with the issue of retention first, before turning to development.
 Which customers will be targeted for retention?

 What customer retention strategies will be used?
METAS OF SEVENTHDAY
4
 How will the customer retention performance be measured?
 Objective of the study
# To know whether the different variations of price level provided by KATARIA

AUTOMOBILES satisfies consumers.
# To know about code of conduct and which rules and procedures are followed by employees.
# To determine and compare educational development of the project-assisted and non-assisted

institutes as perceived by teachers, administrators, and current students.
 Findings
METAS OF SEVENTHDAY
5
# Out of the total respondents of 100 customers, 20 of the total customers come to know about
the kataria automobile ltd surat(varachha) from Auto fair medium, 25 from Media, 15 from
Newspapers, 40 from friends. Most of the customers know about kataria automobile ltd from
friends and media.
# All the customers surveyed at kataria automobile ltd Surat (piplod)are using the after sales
service provided by the dealer.
# Kataria automobile ltd can achieve 100% success in customer’s satisfaction,if they will
motivate their employees with handsome incentives & reward for creating customer delight.
Many global automotives giant are practicing this marketing strategy these days.
 Suggestions
# looking to the result of the factor analysis Kataria Automobiles Ltd. has to make the future
strategy by considering the 3 important representative factors like as RELIABILITY,
ATTRACTIVENESS, and CUSTOMER HANDLING.
# They must keep in their mind that the “customer is king in the market” and his full satisfaction
in respect of all the parameters are very essential other wise goal cannot be achieved.
# Free samples should be distributed among the prospects. Sales promotion tools like gifts,
contests and coupons must be given to customers.
METAS OF SEVENTHDAY
6
 Conclusion
# This Kataria also handles the Customer in a very politely way after the sale of the vehicle and
is ready to give any time service.
# It had Company Authorized Service Shop where there are well trained mechanics who quickly
solves the problem of the vehicle.
# All the paper work done in purchasing the car and all the different policies are completed by
this dealer in a very short period of time which saves the time of the customer.
METAS OF SEVENTHDAY
7
Industry profile
Automobile Industry History: In the year 1769, a French engineer by the name of Nicolas J.
Cugnot invented the first automobile to run on roads. This automobile, in fact, was a self-
powered, three-wheeled, military tractor that made the use of a steam engine. The range of the
automobile, however, was very brief and at the most, it could only run at a stretch for fifteen
minutes. In addition, these automobiles were not fit for the roads as the steam engines made them
very heavy and large, and required ample starting time. Oliver Evans was the first to design a
steam engine driven automobile in the U.S.
A Scotsman, Robert Anderson, was the first to invent an electric carriage between 1832
and 1839. However, Thomas Davenport of the U.S.A. and Scotsman Robert Davidson were
amongst the first. To invent more applicable automobiles, making use of non-rechargeable
electric batteries in 1842. Development of roads made traveling comfortable and as a result, the
short ranged, electric battery driven automobiles were no more the best option for traveling over
longer distances. The Automobile Industry finally came of age with Henry Ford in 1914 for the
bulk production of cars. This lead to the development of the industry and it first begun in the
assembly lines of his car factory. The several methods adopted by Ford, made the new invention
(that is, the car) popular amongst the rich as well as the masses.
According the History of Automobile Industry US, dominated the automobile markets
around the globe with no notable competitors. However, after the end of the Second World War
in 1945, the Automobile Industry of other technologically advanced nations such as Japan and
certain European nations gained momentum and within a very short period, beginning in the
early 1980s, the U.S Automobile Industry was flooded with foreign automobile companies,
especially those of Japan and Germany. The current trends of the Global Automobile Industry
reveal that in the developed countries the Automobile Industries are stagnating as a result of the
drooping car markets, whereas the Automobile Industry in the developing nations, such as, India
and Brazil, have been consistently registering higher growth rates every passing year for their
flourishing domestic automobile markets.
METAS OF SEVENTHDAY
8
The automotive industry designs, develops, manufactures, markets, and sells the world's motor
vehicles. In 2008, more than 70 million motor vehicles, including cars and commercial vehicles
were produced worldwide.
In 2007, a total of 79.9 million new automobiles were sold worldwide: 22.9 million in Europe,
21.4 million in Asia-Pacific, 19.4 million in USA and Canada, 4.4 million in Latin America, 2.4
million in the Middle East and 1.4 million in Africa.[2] The markets in North America and Japan
were stagnant, while those in South America and other parts of Asia grew strongly. Of the major
markets, China, Russia, Brazil and India saw the most rapid growth.
About 250 million vehicles are in use in the United States. Around the world, there were about
806 million cars and light trucks on the road in 2007; they burn over 260 billion gallons of
gasoline and diesel fuel yearly. The numbers are increasing rapidly, especially in China.[3] In the
opinion of some, urban transport systems based around the car have proved unsustainable,
consuming excessive energy, affecting the health of populations, and delivering a declining level
of service despite increasing investments. Many of these negative impacts fall disproportionately
on those social groups who are also least likely to own and drive cars.[4][5][6] The sustainable
transport movement focuses on solutions to these problems.
In 2008, with rapidly rising oil prices, industries such as the automotive industry, are
experiencing a combination of pricing pressures from raw material costs and changes in
consumer buying habits. The industry is also facing increasing external competition from the
METAS OF SEVENTHDAY
9
public transport sector, as consumers re-evaluate their private vehicle usage.[7] Roughly half of
the US's fifty-one light vehicle plants are projected to permanently close in the coming years,
with the loss of another 200,000 jobs in the sector, on top of the 560,000 jobs lost this decade.[8]
China became both the largest automobile producer and market in the world after experiencing
massive growth in 2009.
An embryonic automotive industry emerged in India in the 1940s. Following the independence,
in 1953, the Government of India and the private sector launched efforts to create an automotive
component manufacturing industry to supply to the automobile industry. However, the growth
was relatively slow in the 1950s and 1960s due to nationalisation and the license raj which
hampered the Indian private sector. After 1970, the automotive industry started to grow, but the
growth was mainly driven by tractors, commercial vehicles and scooters. Cars were still a major
luxury Japanese manufacturers entered the Indian market ultimately leading to the establishment
of Maruti Udyog. A number of foreign firms initiated joint ventures with Indian companies. In
the 1980s, a number of Japanese manufacturers launched joint-ventures for building motorcycles
and light commercial-vehicles. It was at this time that the Indian government chose Suzuki for its
joint-venture to manufacture small cars. Following the economic liberalization in 1991 and the
gradual weakening of the license raj, a number of Indian and multi-national car companies
launched operations. Since then, automotive component and automobile manufacturing growth
has accelerated to meet domestic and export demands.
Indian automobile industry has grown leaps and bounds since 1898, a time when a car had
touched the Indian streets for the first time. At present it holds a promising tenth position in the
entire world with being # 2 in two wheelers and # 4 in commercial vehicles. Withstanding a
growth rate of 18% per annum and an annual production of more than 2 million units, it may not
be an exaggeration to say that this industry in the coming years will soon touch a figure of 10
million units per year. The Automobile industry has strong backward and forward linkages and
hence provides employment to a large section of the population. Thus the role of Automobile
Industry cannot be overlooked in Indian Economy. All kinds of vehicles are produced by the
Automobile Industry.
METAS OF SEVENTHDAY
10
The major Car manufacturer are Hindustan Motors, Maruti Udyog, Fiat India Private Ltd.,
Ford India Ltd ., General Motors India Pvt. Ltd., Honda Siel Cars India Ltd.,Hyundai Motors
India Ltd., Skoda India Private Ltd., Toyota Kirloskar Motor Ltd., to name a few.
The two-wheeler manufacturing is dominated by companies like TVS, Honda Motorcycle &
Scooter India (Pvt.) Ltd., Hero Honda, Yamaha, Bajaj, etc.
The heavy motors like buses, trucks, defense vehicles, auto rickshaws and other multi-utility
vehicles are manufactured by Tata-Telco, Ashok Leyland, Eicher Motors, Bajaj, Mahindra and
Mahindra, etc.
The Indian Automobile Market growth is expected to grow at a CAGR of 9.5 percent amounting
to Rs. 13,008 million by 2010 which is a big in number.
The Commercial Vehicle Segment has been contributing to the automobile market to a great
extent. So as in passenger luxury cars now/ Many foreign companies
LikeMercedes,Suzuki,chevorlet,Honda,mitsubushi,Toyota,Hyundai etc. have been
investing in the Indian Automobile Market in various ways such as
technology transfers, joint ventures, strategic alliances, exports, and
financial collaborations.like maruti joined hands with Suzuki in passenger
cars,same as Mahindra with Renault,hero joint ventures Honda in two
wheeler segment,ashkoa with Leyland in commercial vehicle segment.The
auto market in India can boast of attractive finance schemes, increasing
purchasing power, and launch of the latest products.investments in the
automobile industry by the foreign companies in india help in strengthening
the india`s economy.
METAS OF SEVENTHDAY
11
Turnover of Automobile Manufacturer

Year In USD Million
2002-2003 14,880
2003-2004 16,554
2004-2005 20,896
2005-2006 27,011
2006-2007 34,285
Driving the most luxurious car has been made possible by the stiff competition in the automobile
industry in India, with overseas players gathering the same momentum as the domestic
participants.
Every other day, we have been hearing about some new launches, some low cost cars – all
customized in a manner such that the common man is not left behind. In 2009, the automobile
industry is expected to see a growth rate of around 9%, with the disclaimer that the auto industry
in India has been hit badly by the ongoing global financial crisis. The automobile industry in
India happens to be the ninth largest in the world. Following Japan, South Korea and Thailand,
in 2009, India emerged as the fourth largest exporter of automobiles. Several Indian automobile
manufacturers have spread their operations globally as well, asking for more investments in the
Indian automobile sector by the MNCs.
Boom in Indian automobile industry
Today, vehicles are in great demand between all segments of society. With to huge demand of
vehicles, automobile industry is the fastest growing industry all over the world. Automobile
industries play a vital role in economic development of any country.
Every week a new model of car or bike has been launching to accomplish the requirement of
buyers. Various automobile manufacturing companies are in the market, which provide a lot of
vehicle according to the requirements of different segment of peoples. Automobile companies
are offering various products according to users budget. Gone are the days, when one had to wait
for their dream vehicles. Today, it is not difficult to buy a dream vehicle because of various
financial institutions. Many banks are providing loan and converting your dream into reality.
Buyer needs to pay some extra money as interest rate for that finance amount. This amount
METAS OF SEVENTHDAY
12
depends on various factors such as buyer’s credit past, finance amount, loan period and the term
and conditions of financial institution.
If we consider the Indian automobile industry, there are various companies, which are offering
all type of vehicles in the market. Automobile manufacturing companies are offering different
cars, two wheelers, three wheelers, commercial vehicles, sport vehicles and other utility vehicles
according to the user’s requirement. As we all know, cars have become a need for today’s world.
Automobile companies are offering various premium cars to entry-level cars for the customers.
There are various car-manufacturing companies in Indian market. Some giants in manufacturing
of cars are Audi, Ford, Fiat, Honda, Hyundai, Skoda, Maruti, BMW, Mercedes, Mahindra &
Mahindra, Hindustan Motors and General Motors. Some awaited car models, which are about to
launch in the year 2008 are Fiesta 1.4 SXi Duratorq, Opel GT, Aveo U-VA, Getz Next
Generation, Logan, Rhino Rover, Audi Q7, Montero, Outlander, Grandis, Santa Fe and
Roomster. Tata motors also working to produce their low budget car till the July 2008. All the
companies are offering various attractive models in different color and designs. In two-wheeler
industries, Hero Honda, Bajaj Auto, TVS Motors, Yamaha, Honda, Suzuki and kinetic motors
are offering various motorcycles, scooters and scooterettes to the market. One can choose among
the various models according to his need and budget.
In the initial years after independence Indian automobile industry was plagued by unfavourable
government policies. All it had to offer in the passenger car segment was a 1940s Morris model
called the Ambassador and a 1960s Suzuki-derived model called the Maruti 800. The automobile
sector in India underwent a metamorphosis as a result of the liberalization policies initiated in the
1991. Measures such as relaxation of the foreign exchange and equity regulations, reduction of
tariffs on imports, and refining the banking policies played a vital role in turning around the
Indian automobile industry. Until the mid 1990s, the Indian auto sector consisted of just a
handful of local companies. However, after the sector opened to foreign direct investment in
1996, global majors moved in. Automobile industry in India also received an unintended boost
from stringent government auto emission regulations over the past few years. This ensured that
vehicles produced in India conformed to the standards of the developed world.
METAS OF SEVENTHDAY
13
Indian automobile industry has matured in last few years and offers differentiated products for
different segments of the society. It is currently making inroads into the rural middle class
market after its inroads into the urban markets and rural rich. In the recent years Indian
automobile sector has witnessed a slew of investments. India is on every major global
automobile player's radar. Indian automobile industry is also fast becoming an outsourcing hub
for automobile companies worldwide, as indicated by the zooming automobile exports from the
country. Today, Hyundai, Honda, Toyota, GM, Ford and Mitsubishi have set up their
manufacturing bases in India. Due to rapid economic growth and higher disposable income it is
believed that the success story of the Indian automobile industry is not going to end soon.
Some of the major characteristics of Indian automobile sector are:

 Second largest two-wheeler market in the world.
 Fourth largest commercial vehicle market in the world.
 11th largest passenger car market in the world
 Expected to become the world's third largest automobile market by 2030, behind only
China and the US.
E-BUSINESS OF AUTOMOTIVE INDUSTRY
The online vehicle market in India has been providing excellent services to online vehicle sellers
as well online vehicle buyers. The advantage of online vehicle buying is that one can get an
exhaustive list of cars and bikes and even make a purchase without having to leave the comforts
of one's house.Many websites like autoindia.com,ebay.ca.in are their to promote online business
of auto industry. Sellers can make their vehicles available instantly through the Internet to
millions of buyers at the domestic level. Online vehicle selling sites advertise in dailynewspapers
and magazines ensuring buyer as well as seller attentionbenifitting both.Online Vehicle Marketin
India provides valuable information on vehicleoverviews, dealers, financing institutions,
insurance companies, and alsoproduct comparisons. All information is with regard to the region
METAS OF SEVENTHDAY
14
of theonline vehicle purchaser. Many customer services are offered online. Theonline Indian
automobile market is part of the growing automobile industry in India.
The Online Vehicles market in India provides full security to its buyers and
sellers. Some of the security measures have been mentioned below:
 Good online companies do not keep a record of the transactions made

Nor are they involved in the transacting process.
 No trustee or financial department services offered by the websites.
 Discouraging the practice of advance payment. Thus, avoiding the
Possibility of fraud.
 Reliable websites like Cartradeindia.com, ebay.ca.in make sure that that their customers
are not victims of manipulated electronic paper work.
COMPETITIEVE FACTORS OF AUTOMOBILE INDUSTRY

OF INDIA
The automotive sector is one of India’s largest and fastest growing manufacturing sectors. It is
ranked the 11th largest passenger car producer in the world. In the category of motorcycles and
scooters, India is ranked 1st and 2nd respectively. With India increasingly liberalizing its market
place, many new joint ventures evolved, resulting in close to 24 global auto manufacturers
setting up their shop in India.
Competition in India
METAS OF SEVENTHDAY
15
As a result, competition in India’s automobile had been heating up in the recent years. Many
global players in the automobile have already set up presence in India. Most of them are through
tie-ups with dominant local players, while some are done entirely on their own.
In the absence of strong competition in the past, the local car manufacturer Maruti Udyog Ltd
(MUL) has virtually dominated the Indian automotive market in the passenger segments since
the 1980s. As the automotive manufacturing sector rapidly evolved through the dynamics of
open market and deregulation, many new joint ventures (both technical and financial) were
formed between local players with leading global manufacturers. In 1982, MUL, then a wholly
government-owned company, signed up a collaboration agreement with Suzuki of Japan to
establish the volume production of contemporary models. Subsequently, the licensing regime
was scrapped in 1993 paving way for 17 new ventures, of which 16 are now manufacturing cars .
since then; there has also been an emergence of new competition for higher value segments of
the passenger car market. Hence, local players like MUL also began to face competition from
new foreign car makers. Ford entered the mid-range market with the Icon model in April 1998, a
move which was followed by Honda, Mitsubishi, Hyundai, and Daewoo. Other players, Hyundai
and Daewoo, have since improved their share of the passenger car market with new models For
the 4-wheelers segment, MUL/Suzuki dominates the automotive landscape holding a 33% share
of the passenger car market in 2004/05. In the second place is Tata Motors, a local company,
commanding 26% share, while Hyundai Motor ranked third with 15% share and the rest split
amongst close to 2 dozen other manufacturers.
For the 2-wheelers segment, it remains quite a local dominant game but global players also have
obvious presence in the market. Major players in this segment include Bajaj Auto, TVS Suzuki,
LML Limited, Hero-Honda Motors, Yamaha Motor India, Kinetic Engineering, Maharashtra
Scooters Majestic Auto, Kinetic-Honda Motors, Royal Enfield (India), Scooters (India), Greaves
Ltd. Foreign manufacturers also have presence in India through their 100% owned subsidiaries,
e.g. Honda Motorcycle, Scooter India Pvt. Ltd. M/s Honda Motor Co., Japan, Yamaha Motor,
Japan. The largest player is Hero Honda Motors, accounting for 40% of market share, followed
by Bajaj Auto and TVS Motor, which account for 27% and 18% respectively.
METAS OF SEVENTHDAY
16
Competition in the International Market
Besides on the competition observed amongst all global players in the domestic Indian market,
India as an automotive manufacturing country is also pitting against other competitors in the
international market. In terms of exports of automobile, India is ranked 29th, while China, the
other huge automotive factory ranked 17th. For exports of auto parts, India was 26th, while
China came in 11th. The top country for exports of automobile and auto parts was Germany.
Market segment
METAS OF SEVENTHDAY
17
Despite increased competition, Maruti Suzuki, which is now majority owned by Suzuki Motor
Corp, remains the market leader in India with a share of nearly 44%. Its strength lies in its wide
range of small car models, which form the bulk of the Indian car market. Maruti Suzuki also has
the largest dealer network and its annual manufacturing capacity is close to 1 million vehicles.
Tata Motors has a wider product range, from SUV’s to the world’s cheapest car, the Nano.
Company profile
METAS OF SEVENTHDAY
18
Maruti Suzuki India Ltd
Type Public (BSE MARUTI, NSE MARUTI)

Founded 1981
Headquarters Gurgaon
(Delhi metropolitan area), Haryana, India
Key people Jagdish Khattar, CEO
Shinzo Nakanishi, Managing Director
Industry Automotive
Products Cars
Revenue ▲~$3.1 billion (2007)
Employees 3,334
Slogan Count on us.
Website http://www.marutisuzuki.com
History of Maruti Suzuki India LTD
Maruti Suzuki India Limited, formerly Maruti Udyog Limited, is engaged in the business of
manufacturing, purchase and sale of motor vehicles and spare parts (automobiles). The other
activities of the Company include facilitation of pre-owned car sales, fleet management and car
financing. The Company has four plants, three located in Palam Gurgaon Road, Gurgaon,
Haryana and one located at Manesar Industrial Town, Gurgaon, Haryana. During the fiscal year
ended March 31, 2009, the Company produced and sold over seven million cars, and exported
more than 500,000 cars. The Company's subsidiaries include Maruti Insurance Business Agency
Limited, Maruti Insurance Distribution Services Limited, Maruti Insurance Agency Solutions
Limited, Maruti Insurance Agency Network Limited, Maruti Insurance Agency Services Limited
and Maruti Insurance Agency Logistics Limited. The Company’s subsidiaries are engaged in the
business of selling motor insurance policies to owners of Maruti Suzuki vehicles.
Maruti Suzuki India Limited is a publicly listed automaker in India. It is a leading four-wheeler
automobile manufacturer in South Asia. Suzuki Motor
METAS OF SEVENTHDAY
19
Corporation of Japan holds a majority stake in the company. It was the first company in India to
mass-produce and sell more than a million cars. It is largely credited for having brought in an
automobile revolution to India. It is the market leader in India. On 17 September, 2007, Maruti
Udyog was renamed to Maruti Suzuki India Limited. The company's headquarters remain in
Gurgaon, near Delhi.
Maruti Udhyog Limited is India's largest automobile company. Its main factory is situated in
Gurgaon district, Haryana. The company, a joint venture with of Government of India with
Suzuki of Japan, has been a success story like no other in the annals of the Indian automobile
industry. The first cars rolled out for sale on 14th December 1983, (the Company went into
production in a record 13 months), marking the beginning of a revolution in the Indian
automobile industry.
We were born as a government company, with Suzuki as a minor partner, to make a people's car for
middle class India. Over the years, our product range has widened, ownership has changed hands and
the customer has evolved. What remains unchanged, then and now, is our mission to motorise India. Our
parent company, Suzuki Motor Corporation, has been 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. The same characteristics make our cars extremely
relevant to Indian customers and Indian conditions. Product quality, safety and cost consciousness are
embedded into our manufacturing process, which we have inherited from our parent company.Right
from inception, Maruti brought to India, a very simple yet powerful Japanese philosophy 'smaller, fewer,
lighter, shorter and neater'
From the Japanese work culture we imbibed simple practices like an open office, a common uniform
and common canteen for everyone from the Managing Director to the workman, daily morning exercise,
and quality circle teams.
On 14th December, 1983, first Maruti 800, India's iconic car rolled-off the assembly line at company's
Gurgaon plant. Late Mrs. Indira Gandhi, the then Prime Minister of India, handed over keys for this car
to the first Maruti customer. Since then, Maruti Suzuki has produced and sold around 75 lakh (7.5
METAS OF SEVENTHDAY
20
million) cars to address the needs of customers across segments.Maruti's current efforts mirror the
government's vision to put India in the international map for producing compact small cars. All over the
world, Suzuki is acknowledged for its know-how in producing small cars. The government's renewed
focus on promoting small cars, offers a major opportunity for Maruti Suzuki.
The Indian car market had stagnated at a volume of 30,000 or 40,000 cars a year for the decade
ending 1983. In 1993, this figure reached a number of 1, 96,820. Maruti's figures are a different
story altogether. Maruti reached a total production of one million motorcars in March 1994,
becoming the first Indian company to cross this milestone and crossed the two million mark in
1997.For the year ended 1997-98, Maruti posted a turnover of US$ 2.1 billion and a Profit before
Tax of US$ 244 million. During the year, Maruti produced over 350,000 vehicles, out of which
26,000 were exported. Through the years Maruti has provided world-class Japanese technology,
suitably adapted to Indian conditions and Indian car users.
The Maruti models on road now are

1. Maruti 1000: Launched 1990
2. Maruti Zen: Launched 1993 with a facelift in 2003.Production ended in 2006.
3. Maruti Esteem:Launched 1994 Maruti Wagon-R:Launched 1999 Modified
2006
4. Maruti Baleno:Launched 1999. Production ended late 2006/early 2007.
5. Maruti Alto:Launched 2000. Currently the largest selling car in India
6. Maruti Grand Vitara:Launched 2003
7. Maruti Grand Vitara XL-7
8. Maruti Versa: Launched 2003
9. Maruti Swift: Launched 2005

10. Maruti Zen Estilo Launched in 2006
11. Maruti Swift Diesel Launched in 2007
12. Maruti Suzuki SX4 Launched in May 2007
13. Maruti Grand Vitara Sports Utility Vehicle Launched in July 2007
14. Maruti Ritz launched in 2009
METAS OF SEVENTHDAY
21
15. Maruti Ecco launched in 2009

16. Maruti Wagon r revised model launched in 2010
Authorized Service Stations of Maruti
Maruti is one of the companies in India which has unparalleled service network. To ensure the
vehicles sold by them are serviced properly Maruti had 1545 listed Authorized service stations
and 30 Express Service Stations on 30 highways across India.Service is a major revenue
generator of the company. Most of the service stations are managed on franchise basis, where
Maruti trains the local staff. Other automobile companies have not been able to match this
benchmark set by Maruti. The Express Service stations help many stranded vehicles on the
highways by sending across their repair man to the vehicle.
METAS OF SEVENTHDAY
22
Maruti’s Vision:
"The Leader in the Indian Automobile Industry, Creating Customer Delight and Shareholder's
Wealth; A pride of India."
By this period of time, few other car manufacturers had also hit the Indian market which
eventually made Maruti more competitive in its car models and more aggressive in its
operations. The introduction of Zen was then followed by the launch of Maruti Suzuki Esteem in
1994, Maruti Suzuki Baleno and Maruti Suzuki WagonR in 1999, and Maruti Suzuki Alto in
2000. The company also launched another SUV in the Indian market known as Maruti Suzuki
Grand Vitara in 2003. This car was not successful during that year and was phased out. Later in
2007, the company re-introduced the new car with better features and engine technology. Maruti
Suzuki Versa and Maruti Suzuki Zen Estilo are an addition to Maruti cars but unfortunately were
not as successful as other in the list.
After these successful launches by Maruti Suzuki, a world strategic car model, popularly known
as Maruti Suzuki Swift, was introduced in 2005. This car is available in both petrol and diesel
version and is a big hit in the Indian car market. Swift is as swift as its name and is winning
hearts and applauds across the country.
Maruti Suzuki was happy with the praises and appreciation received by all its customers but was
not happy with the lack of one successful sedan. This made the company the company
introduced a hot, elegant and one of the most comfortable sedan, christened as Maruti Suzuki
SX4, in 2007.
This is the entire journey of Maruti Suzuki India since the time of its inception in 1981. Even
further Maruti aims to make compact, fuel efficient, low-maintenance, and light-weight cars
better suited to Indian weather and road conditions.
METAS OF SEVENTHDAY
23
About Kataria Automobiles
Authorized Maruti Suzuki Car Dealer in Ahmedabad, Surat, Silvassa, Vapi, and Navsari - offers
a wealth of variety to the Maruti automotive consumers.
We believe that our impressive strides in the marketplace stem in equal parts from our proactive
approach and our customers' unstinting support, earned the only way we know: by giving our
customers the most appropriate car luxury solutions for each of their needs, and by backing them
up with consultancy, finance, after sales services and a responsive after-market network. We are
conscious of the fact that vehicles are more than just a means of transporting people and goods;
we understand that they have a deep and far-reaching impact on society, the national economy
and the environment.
As we start our second century of business, we are in a position to appeal to the widest network
of showrooms and service stations. Each of our Maruti automotive brands has a unique
personality and holds a distinct value in itself. We carefully select those opportunities that enable
us to deliver better ideas into the marketplace in new and exciting ways. At Kataria, we create
network to better connect with our customers. We strengthen our relationships with our
customers through our services like MGP, MOS, MF We collaborate with others to revolutionize
our core business processes and to stay ahead of our rapidly changing industry. We choose new
view to help system that maximizes efficiency and operational services.
Kataria Group has its sights set firmly on the economic & premium sector of the national
automobile market. To achieve its aims, the company knows how to deploy its strengths with an
efficiency that is unmatched in the automotive industry. From research and development to sales
and marketing, Kataria Group is committed to the very highest in quality for all its products and
services. The company's phenomenal success is proof of this strategy's correctness.
Financial services
.
We see financial services as a key factor for success in today's car world. We have established an
METAS OF SEVENTHDAY
24
extensive product portfolio which supplies expert information and advice for situations and
questions relating to the finance sector.
We are also proud to honor the hard work of our business and marketing partners.
History of Kataria Automobiles Ltd
The KATARIA GROUP was founded by Mr. Shobhagmal Kataria in the year 1956 and has
grown to become one of the biggest Transport Operators in India, having 60 branches. The
Kataria group has since expanded its wings, by way of expansion and diversificationin various
sectors, the first being in 1984 with dealerships of LML – 2 wheelers. It further expanded its
wings to becomes one of the Most Trusted Brand for Maruti Car Dealership in 1996. Not
stopping at its unflinched Automobile Growth, it further acquired the dealership of TVS Two
Wheelers in 2003
Today Kataria Automobiles, is one of the “most trusted brands” in the “Automobile Dealership
of Maruti Suzuki”with Showrooms in Ahmedabad, Surat, Navsari and Vapi Today the Kataria
Group is proud to have a family of 2000 dedicated, satisfied and committed work force. The
Group further has a “satisfied” customer base of more than 2,00,000 happy families.
Management of Kataria Automobiles Ltd.
The Board of Directors and the Management of Kataria Group are committed to the
enhancement of its products and services, through sound business decisions, prudent financial
management and high standards of ethics throughout the organization, by ensuring transparency
and professionalism in all decisions and transactions and achieving excellence in Corporate
Governance by conforming to, and exceeding wherever possible, the prevalent mandatory
METAS OF SEVENTHDAY
25
guidelines on Corporate Governance and by regularly reviewing the Board processes and the
Management systems for further improvement.
METAS OF SEVENTHDAY
26
Research methodology
What is research?
Research can be defined as the search for knowledge or any systematic investigation to establish
facts. The primary purpose for applied research (as opposed to basic research) is discovering,
interpreting, and the development of methods and systems for the advancement of human
knowledge on a wide variety of scientific matters of our world and the universe. Research can
use the scientific method, but need not do so.
Scientific research relies on the application of the scientific method, a harnessing of curiosity.
This research provides scientific information and theories for the explanation of the nature and
the properties of the world around us. It makes practical applications possible. Scientific research
is funded by public authorities, by charitable organizations and by private groups, including
many companies. Scientific research can be subdivided into different classifications according to
their academic and application disciplines.
Historical research is embodied in the scientific method.The term research is also used to
describe an entire collection of information about a particular subject
Types of Research
METAS OF SEVENTHDAY
27
Research can be classified by purpose or by method. If we categorise it by purpose, it would fall

into two major categories: Basic Research and Applied Research, while in case of method, it
would be deductive research and inductive research.
BASIC RESEARCH
Also called Pure or fundamental Research, it is undertaken for increase in knowledge. There is
no direct benefit as it is a research for the sake of research. It is conducted to satisfy any curiosity
such as: (a) what makes things happen, (b) why society changes and (c) why social relations are
in a certain way. In fact, it is the source of most new theories, principles and ideas. Basic
research rarely helps anyone directly. It only stimulates new ways of thinking. The main
motivation is to expand man's knowledge. There is absolutely no commercial value to the
discoveries resulting from such research.
 However, in the long run, it forms the basis of applied research or development
commercial products. If basic work is done first, then applied spin-offs often
eventually result from this research. As Dr. George Smoot of LBNL says, "People
cannot foresee the future well enough to predict what's going to develop from basic
research. If we only did "applied research", we would still be making better spears."
 To sum up, basic research is purely theoretical to increase our understanding of

certain phenomena or behavior but does not seek to solve any existing problem.
APPLIED RESEARCH
It is use of basic research or past theories, knowledge and methods for solving an existing
problem. It deals with practical problems. It is opposed to pure research which is not problem-
oriented but for the increase in knowledge which may or may not be used in future.
In the present world situation, more emphasis is being given to applied research to solve
problems arising out of overpopulation and scarcity of natural resources.
METAS OF SEVENTHDAY
28
Applied research should not be treated the same as Research & Development (R&D) which is
involved in developing products demanded by the existing clients. Applied Research, on the
other hand, focuses on uncovering what needs are not being met and use that information in
designing products or services that would create their own demand. Thus, applied research
brings in new customers and also provides better products and services to the existing customers.
In old days, the mobile phone was expensive, bulky and had a short range. Applied Research
foresaw that this product would have a limited market and stressed on cost-cutting, reduced
weight and long-distance communication. Such measures caused a heavy demand.
JUSTIFICATION:
In the KATARIA AUTOMOBILES there exists the APPLIED RESEARCH because this
research gives the clear knowledge about the existing problems like How to satisfy the
consumer? This research also takes the information from the Basic Research and also this
research helps the dealer to create the good competitive marketing strategies.
What is Methodology?
Methodology can be:
METAS OF SEVENTHDAY
29
1. "the analysis of the principles of methods, rules, and postulates employed by a

discipline".
2. "the systematic study of methods that are, can be, or have been applied within a
discipline".
Concept
Methodology may be a description of process, or may be expanded to include a philosophically

coherent collection of theories, concepts or ideas as they relate to a particular discipline or field
of inquiry
Methodology may refer to nothing more than a simple set of methods or procedures, or it may
refer to the rationale and the philosophical assumptions that underlie a particular study relative to
the scientific method. For example, scholarly literature often includes a section on the
methodology of the researchers.
What is Marketing Research?
Marketing research is the systematic gathering, recording, and analysis of data about issues
relating to marketing products and services. The term is commonly interchanged with market
research; however, expert practitioners may wish to draw a distinction, in that market research is
concerned specifically with markets, while marketing research is concerned specifically about
marketing processes.
Marketing research is often partitioned into two sets of categorical pairs, either by target market:
 Consumer marketing research, and

 Business-to-business (B2B) marketing research
-The first is consumer market research. The goal is to study the purchasing habits of
consumers. This can be done by tallying up how much of a product is sold, through surveys or
through other means. The information gathered from consumers can be used to analyze current
marketing campaigns and to create new ones. Consumer marketing research is a form of applied
METAS OF SEVENTHDAY
30
sociology that concentrates on understanding the preferences, attitudes, and behaviors of

consumers in a market-based economy, and it aims to understand the effects and comparative
success of marketing campaigns. The field of consumer marketing research as a statistical
science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.
- The second type of marketing research is business to business (B2B) research, which studies
how businesses sell products and services to other businesses. For example, Company A sells
computer equipment to companies B and C. Someone may be interested in seeing how
companies B and C found out about the equipment, how company A marketed its product and
how good the market for that product is.
Marketing research is not the same as market research. Marketing research studies how and why
consumers and businesses buy, and how those sales can be increased or why they have
decreased. It involves in-depth studies into the affect of advertisements and market conditions on
consumers. Market research is the research that may be done into a single market, focusing on
the size and trends in that market.
JUSTIFICATION:
In KATARIA AUTOMOBILES the Consumer Marketing research is applied as it helps the

dealer to know the purchasing habits of the consumer which will help them in future to create
marketing campaigns and it also updates the dealer with the attitudes and behaviour of the
consumer in the market.
Types of Market Research
Market research is the process of finding information about your competitors, current market
trends or your customers. Most companies invest in market research when they release a new
product, improve on an existing product or if they plan on introducing a particular product in a
new market.
METAS OF SEVENTHDAY
31
Market research can also prove helpful if you want to explore business opportunities in new
markets. Market research can be conducted by two methods, primary research or secondary
research.
-Primary Research
Primary research refers to information that is directly collected from the source. Another simple
method of primary research would be to directly talk to your customers and get their feedback.
Primary research can be both qualitative and quantitative.
-qualitative primary research
Qualitative primary research involves gathering information from interviews or focus groups.
 Open-ended interviews include questions that cannot be answered with a yes or no. You
can get a lot of information from such interviews and also find out about the dislikes,
likes, requirements, trends and emotional motivators of your primary market
 A focus group should ideally be led by experienced professionals who can lead a group
of 6 or more people and ask them both general and specific questions. Since trained
professionals are required to handle focus groups, they are very expensive.
-Quantitative primary research
Quantitative primary research involves the collection of numerical information from surveys.
This information is then analyzed.
METAS OF SEVENTHDAY
32
 Surveys can provide you with the information you require if the survey has meaningful
questions. More people would be willing to take a survey as it takes less time. The
cheapest and easiest way of conducting a survey is through the telephone and on the
place where your product is being sold.
JUSTIFICATION:
In this KATARIA AUTOMOBILES Quantitative Primary Research is followed up as it

provides the information at less time and the consumers are also interested to fill up the
questionnairies.
-Secondary market research
Secondary research is more economical and easier to do when compared to primary research.
Here you will have to analyze the information that has been collected for some other reason. You
can find the data that you require through a set of articles, demographic/ statistical data, studies
etc.
By investing in secondary market research you can analyze your target markets, evaluate your
competitors and assess political, social and economic factors. The internet has a large number of
secondary data sources and most resources, magazines and press releases are now available
online.
Secondary research resources
There are a large number of resources from which secondary research information can be
obtained. Some of these sources are:
1. Trade associations
METAS OF SEVENTHDAY
33
From the reports available with trade associations you can get information on the industries
served, the standards that they observe and the leaders in their field. You can also get
information on the latest trends, issues and competitors.
2. The marketing departments of local colleges
The marketing department of any college can give you access to special research projects and
reports prepared by students.
3. Chamber of commerce
The local chamber of commerce in your area can give you information on your local community
and local businesses. You can also get access to the maps of the area.
4. Insurance companies, banks and real estate companies
You can information on the statistics of the communities to whom they provide services.
5. Wholesalers and manufacturers
From manufactures and wholesalers you can get information on customers, problems if any,
costs, industry standards etc.
JUSTIFICATION:
In this KATARIA AUTOMOBILES mainly the information which is collected is based on

Secondary Research which help the dealer to retrive the information whenever is needed and
with the help of this information the dealer plans out its future Marketing Strategies which
influences the Purchasing Factors of The Consumers. The information can be collected from any
reports like The Crisill Report which also shows the current status of its major competitors.
Marketing research process
METAS OF SEVENTHDAY
34
Marketing research process is a set of six steps which defines the tasks to be accomplished in
conducting a marketing research study. These include problem definition, developing an
approach to problem, research design formulation, field work, data preparation and analysis, and
report generation and presentation.
Stages of marketing research process
Step 1: Problem Definition:-
The first step in any marketing research project is to define the problem. In defining the problem,
the researcher should take into account the purpose of the study, the relevant background
information, what information is needed, and how it will be used in decision making. Problem
definition involves discussion with the decision makers, interviews with industry experts,
analysis of secondary data, and, perhaps, some qualitative research, such as focus groups. Once
the problem has been precisely defined, the research can be designed and conducted properly.
JUSTIFICATION:
In KATARIA AUTOMOBILES the main problem definition of this dealer can be the customers
satissfaction
Step 2: Development of an Approach to the Problem:-
Development of an approach to the problem includes formulating an objective or theoretical

framework, analytical models, research questions, hypotheses, and identifying characteristics or
factors that can influence the research design. This process is guided by discussions with
management and industry experts, case studies and simulations, analysis of secondary data,
qualitative research and pragmatic considerations.
METAS OF SEVENTHDAY
35
Step 3: Research Design Formulation:-
A research design is a framework or blueprint for conducting the marketing research project. It
details the procedures necessary for obtaining the required information, and its purpose is to
design a study that will test the hypotheses of interest, determine possible answers to the research
questions, and provide the information needed for decision making. Conducting exploratory
research, precisely defining the variables, and designing appropriate scales to measure them are
also a part of the research design. The issue of how the data should be obtained from the
respondents (for example, by conducting a survey or an experiment) must be addressed. It is also
necessary to design a questionnaire and a sampling plan to select respondents for the study.
More formally, formulating the research design involves the following steps:
1. Secondary data analysis

2. Qualitative research
3. Methods of collecting quantitative data (survey, observation, and experimentation)
4. Definition of the information needed
5. Measurement and scaling procedures
6. Questionnaire design
7. Sampling process and sample size
8. Plan of data analysis
Step 4: Field Work or Data Collection:-
Data collection involves a field force or staff that operates either in the field, as in the case of
personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing),
from an office by telephone (telephone or computer-assisted telephone interviewing), or through
mail (traditional mail and mail panel surveys with prerecruited households). Proper selection,
training, supervision, and evaluation of the field force help minimize data-collection errors.
Step 5: Data Preparation and Analysis:-
METAS OF SEVENTHDAY
36
Data preparation includes the editing, coding, transcription, and verification of data. Each
questionnaire or observation form is inspected, or edited, and, if necessary, corrected. Number or
letter codes are assigned to represent each response to each question in the questionnaire. The
data from the questionnaires are transcribed or key-punched on to magnetic tape, or disks or
input directly into the computer. Verification ensures that the data from the original
questionnaires have been accurately transcribed, while data analysis, guided by the plan of data
analysis, gives meaning to the data that have been collected. Univariate techniques are used for
analyzing data when there is a single measurement of each element or unit in the sample, or, if
there are several measurements of each element, each RCH variable is analyzed in isolation. On
the other hand, multivariate techniques are used for analyzing data when there are two or more
measurements on each element and the variables are analyzed simultaneously.
Step 6: Report Preparation and Presentation:-
The entire project should be documented in a written report which addresses the specific research
questions identified, describes the approach, the research design, data collection, and data
analysis procedures adopted, and presents the results and the major findings. The findings should
be presented in a comprehensible format so that they can be readily used in the decision making
process. In addition, an oral presentation should be made to management using tables, figures,
and graphs to enhance clarity and impact. For these reasons, interviews with experts are more
useful in conducting marketing research for industrial firms and for products of a technical
nature, where it is relatively easy to identify and approach the experts. This method is also
helpful in situations where little information is available from other sources, as in the case of
radically new products.
METAS OF SEVENTHDAY
37
Explanation on Customer retention
In today's challenging economy and competitive business world, retaining their customer base is
critical to organization success. If they don't give their customers some good reasons to stay,
organization’s competitors will give them a reason to leave. Customer retention and satisfaction
drive profits. It's far less expensive to cultivate organization existing customer base and sell more
services to them than it is to seek new, single-transaction customers. Most surveys across
industries show that keeping one existing customer is five to seven times more profitable than
attracting one new one.
A customer-focused approach among its employees is still not present. In this era of intense
competition, it is very important for any service company to understand that merely acquiring
customers is not sufficient because there is a direct link between customer retention over time
and profitability & growth. Customer retention to a great extent depends on service quality and
customer satisfaction. It also depends on the ability of the organization to encourage customers
to complain and then recover when things go wrong. Complaints are natural part of any service
activity as mistakes are an unavoidable feature of all human endeavor and thus also of service
recovery. Service recovery is the process of putting things right after something goes wrong in
the service delivery.
METAS OF SEVENTHDAY
38
Customer retention is the maintenance of continuous trading relationships with customers over
the long term. Customer retention is the mirror image of customer defection or churn. High
retention is equivalent to low defection. Customer retention is about keeping the customers
organization has spent that money to acquire. And if you’re in an industry where they make
multiple purchases over the years, organization entire team should be very focused on retaining
those customers:
 Delivering service that’s consistent with your value proposition and brand
 Cross-selling, up-selling and asking for referrals from existing customers
 Developing programs to increase customer loyalty and decrease turnover
 Knowing the lifetime value for different segments and using that data to improve your
marketing.
 Prioritizing retention as a major focus in your annual marketing plan.
Customer retention has always been an important topic for the marketing. For sure, the
advantages of loyal clients are obvious. In the last years the concept had a renaissance because of
the new term CRM (Customer Relationship Management). However, CRM comprises nearly
every customer oriented activity from a complaint hotline to client cards and client clubs. Often
CRM is only implementing new systems for data mining and client segmentation or operational
systems like a complaint management. But the thing is: data mining systems or client clubs are
not the basis. They are the cherry of the cake called client retention. A company like Porsche
needs no client club to tie up the customer to the brand. According to Buchanan and Gilles the
increased profitability associated with customer retention efforts occurs because of several
factors that occur once a relationship has been established with a customer.
 The cost of acquisition occurs only at the beginning of a relationship, so the

longer the relationship, the lower the amortized cost.
 Account maintenance costs decline as a percentage of total costs (or as a
percentage of revenue).
METAS OF SEVENTHDAY
39
 Long-term customers tend to be less inclined to switch, and also tend to be fewer prices
sensitive. This can result in stable unit sales volume and increases in dollar-sales volume.
 Long-term customers may initiate free word of mouth promotions and
referrals.
 Long-term customers are more likely to purchase ancillary products and high margin
supplemental products.
 Customers that stay with you tend to be satisfied with the relationship and are less likely
to switch to competitors, making it difficult for competitors to enter the market or gain
market share.
Importance of Customer Retention
Why are customers more profitable for service firms over a period of time? There are a number
of reasons for this. To begin with, to acquire a customer a company incurs promotional costs like
advertising, sales promotion etc. It is said that it costs five times more to attract a new customer
than retaining one. The operating cost decreases when a customer stays. Services being rich in
experience and credence qualities, it takes some time for customers to get accustomed to it and
once they are used to the service and are satisfied with the service provider ,they tend to purchase
more over a period of time. As they remain satisfied with a service provider, they spread a
positive word of mouth, which is very effective in case of services for attracting new customers.
Longer the customer stays with an organization, more the organization knows about him, which
enables it to offer customized services which make it difficult for the customer to defect. This
may even provide opportunities to the organization to charge price premium by offering
individualized services which may be difficult for the competitors to offer.
Considering the importance of retaining customers in service business, Reichheld & Sasser
coined a term ‘Zero Defection’. They highlighted that companies can boost profits by almost
METAS OF SEVENTHDAY
40
100% by retaining just 5% more of their customers. Further, it is also very important to
understand the life time value of a customer. Further, if by a positive word of mouth, he brings
just one more customer to the organization, his value to the organization doubles. Therefore, it is
important for all the employees in the organization to understand the life time value of their
customers. Once they understand it, they will treat the customer accordingly and will focus on
building relationship with the very people who keep them in business.
Objective of study
1) To know about company’s responsibilities for their Customers.
2) To know the consumer relationship with KATARIA AUTOMOBILES.
3) To know the thinking of the customer for purchasing the car of Maruti Suzuki.
4) To know about code of conduct and which rules and procedures are followed by employees.
5) To know about employees burden level for stick the customer in company.
6) To study about the perception of maruti Suzuki automobiles product.
7) To know whether the different variations of price level provided by KATARIA

AUTOMOBILES satisfies consumers.
8) To know about employees burden level for stick the customer in company.
METAS OF SEVENTHDAY
41
9) To know that why the customer choose the Maruti Suzuki brand in purchasing their dream
car.
Findings: data analysis and interpretation
1) What type of car do you prefer from Maruti Suzuki (kataria automobiles)?
Small car
Sedan
Luxury
Small car 57%

sedan 29%
luxury 14%
METAS OF SEVENTHDAY
42
Sales
luxury
14%
sedar small car

29% 57%
Interpretation:- In the above graph we can come to know that there are 14% people who prefers
luxury cars ,29% of the people using sedar cars and 57% of the people using the small cars.
Dark orange is the percentage growth of the people satisfied with the small cars compare to sedar
and luxury cars.
Suggestion:-Best services should be provided to the high-end customers and loans should be
given to the customers at cheaper rates who prefer luxury and sedar cars so it can increase the
sales of luxury and sedar cars.
METAS OF SEVENTHDAY
43
2) What is your perception about Maruti Suzuki automobiles product?

Very good
Good
Average
Bad
Very good 15%

Good 70%
Average 12%
Bad 3%
METAS OF SEVENTHDAY
44
Sales
12% 3% 15%
Very good
Good
Average
Bad
70%
Interpretation:-From the above graph we can come to know that about 70% of the customers
have good perception about maruti Suzuki,15% of the customers has very good perception about
maruti cars,12% of the customers havin average perception for d maruti cars and 3% of the
customers are having bad perception.
Suggestion:-The management team of Maruti Suzuki should look after the marketing team and
train them in such a way that customers get influenced in much beter way and hilitin the key
services provided by the company to increase the perception of customers.
METAS OF SEVENTHDAY
45
3) From where do you come to know about kataria automobiles?

Media
Hoardings
Newspapers
Others ___________.
Media 25%
Hoardings 20%
Newspapers 15%
Others 40%
METAS OF SEVENTHDAY
46
Column1
25%
Media
40% Hoardings
Newspapers
Others
20%
15%
Interpretation:-From the above graph we can see that 25% of the people come to know from
media about kataria automobiles,20% of the people come to know from the banners n
hoardings,15% of the people come to know from the newspapers and 40% of the people come to
know from their relatives,friends,parents etc…
Suggestion:-The dealer should increase their advertising expenditure in order to bring the
attention of a customers as well as people through media n other such activities.
METAS OF SEVENTHDAY
47
4) Why do you choose this Maruti Suzuki brand?

Product quality
Low maintenance
Cheaper rates
Product quality 45%

Low maintenance 30%
Cheaper rates 25%
METAS OF SEVENTHDAY
48
percent
25%
Product quality
low maintainance
45% cheaper rates
30%
Interpretation:-From the above graph we can come to know that about 45% of the people select
this brand coz of product quality,30% of the people select this brand coz they think maintenance
is low and 25% of the people think that the rates of this brand is cheaper.
Suggestion:-Its people’s choice for selecting the brand der can’t be any suggestion for this as it
fully depends upon the customer choice.
METAS OF SEVENTHDAY
49
5) If you are going to be a customer of maruti Suzuki (kataria automobiles) cars in future what will
b your expectation?
More varieties of cars
Improve quality of car
Better after sales services
More varieties of cars 45%

Improve quality of car 25%
Better after sales services 30%
METAS OF SEVENTHDAY
50
45%
40%
35%
30%
25%
Series 1
20% Series 2
Series 3
15%
10%
5%
0%
More varities of Improve quality of Better after sales
cars car services
Interpretation:-From the above clustered cone we can see that 45% of the people expecting
more varities of cars from this brand,25% of the people want to change them the quality of cars
and 30% of the people likes the after sales services of kataria automobiles.
Suggestion:-There should be latest advanced technologies to b fixed in the cars if the customer
wants to. Sports gear should be available and olso sunroof technique should be provided by the
company.
METAS OF SEVENTHDAY
51
6) What do you feel about the behavior of sales executives at kataria automobiles?
Bad
Average
Good
Worst
Bad 5%
Average 30%
Good 60%
worst 5%
METAS OF SEVENTHDAY
52
behaviour
5% 5%
30%
Bad
Average
Good
Worst
60%
Interpretation:-From the above conical graph we can say 60% of the people thinks that the
behavior of sales executives is good, 30% thinks that the behavior is average,5% of the people
thinks its bad and other 5% thinks that its worst when they are not treated well.
Suggestion:-I would like to suggest that the company must appoint the sales executives which
understands the customers needs and can satisfies his needs, he should be capable of solving all
the difficulties which local people are in.
METAS OF SEVENTHDAY
53
7) Whether executives are able to understand your requirement ?

Yes
No
Yes 90%
No 10%
METAS OF SEVENTHDAY
54
Column1
10%
Yes
No
90%
Interpretation:-In the above diagram we can see that around 90% of the people are satisfied
with the executives of kataria automobiles and rest 10% of the people are not satisfied with their
requirements provided by executives.
Suggestion: - It may sound straightforward, but unless every hour of a sales executive’s time is
optimized and not allowed to waste, the company can never hope to achieve its ultimate
potential. Without proper territorial alignment, the sales executive could be faced with having to
deal with far too many potential customers.
METAS OF SEVENTHDAY
55
8) What do you think about the space avaibality in maruti cars?

Extremely spacious
Averag
Less space
Extremely spacious 45%

Average 50%
Less space 5%
METAS OF SEVENTHDAY
56
Sales
Less space
5%
Extremely Spacious
45%
Average
50%
Interpretation:-From the above circles we can say that 50% of the people say that space
availability in maruti cars is average,45% of the people think that this cars are extremely
spacious and rest of the 5% think that availability of space is less according to them.
Suggestion:-The suggestion is different for each of the cars, we get the spacy cars which is of
luxury cars but for todays generation people believes in small car n prefer more so they dealers
should make the small budget cars wit more space.
METAS OF SEVENTHDAY
57
9) Do you think that the cars of Maruti Suzuki (kataria automobiles) are capable to attract today’s
generations ?
Yes
No
Cannot say
Yes 65%
No 25%
Cannot say 10%
METAS OF SEVENTHDAY
58
Sales
Yes No Cannot say
10%
25%
65%
Interpretation:-From the above graph we can say that 65% of the people are attracted to the
maruti Suzuki cars of todays generations,25% people are not attracted by maruti Suzuki cars as
they prefer other dealers and 10% of people say that as per the competition in the market its
difficult to suggest.
Suggestion:-The only thing is to b suggested that dealer should provide discounts,varities of

other external accessories, auto locks etc etc.
METAS OF SEVENTHDAY
59
10) What do you think about the style and design of maruti Suzuki cars?
Very good
Good
Average
Bad
Very good 35%

Good 30%
Average 30%
Bad 5%
METAS OF SEVENTHDAY
60
Sales
5%
35% Very good

30% Good
Average
Bad
30%
Interpretation:-From the above figure we can see that 30% of the people thinks that the style n
design of maruti cars is good,35% of the people think that style n design is very good,30% people
thinks that style n design of maruti cars is average and 5% of the people thinks that its bad.
Suggestion:-I would like to suggest that the seats need to rise when we open the door. Solid
supportive seats impressed, but the main thing was the massive access when you opened the door
Fold away steering wheels is another way to make it easier for driver entry.
METAS OF SEVENTHDAY
61
11) New technologies such as Bluetooth device,DIS,reverse parkin sensor are provided by kataria
automobiles of maruti suzuki cars is it good and makes you feel comfort while drivin?
Excellent
Verygood
Good
Average
Excellent 40%
Verygood 35%
Good 20%
Average 5%
METAS OF SEVENTHDAY
62
Sales
20% 5%
40%
Excellent
Very good
Good
Average
35%
Interpretaion:-In the above figure we can come to know that 40% of the people are happy with
the technologies provided by the kataria automobiles,35% of the people thinks that its good for
them,20% of the people thinks that technologies are good and 5 % thinks that it’s a average
technologies.
Suggestion:-I would like tu suggest that rador system,Bluetooth devices ,parkin senson etc etc
should b provided by the dealers only it shuld be with cars this work should not be done saprately.
METAS OF SEVENTHDAY
63
12) A Kataria automobile has got the largest boot space in its segment, what do you think about
it?
Very good
Good
Average
Very good 55%

Good 40%
Average 5%
METAS OF SEVENTHDAY
64
Sales
5%
Very good
Good
Average
43% 52%
Interpretation:-In the above diagram we can see that about 52% of the people are satisfied by
the boot space provided in maruti cars,40% thinks that boot space segment is good and 5% of the
people thinks that its average.
Suggestion:-I would like to suggest that their should b small two light near the boot space when
its too spacious.
METAS OF SEVENTHDAY
65
13)What do you think about the different variations’ of price level provided by kataria
automobiles?
Highly price
Moderate/average price
Low price
Highly price 20%

Moderate/average price 70%
Low price 10%
METAS OF SEVENTHDAY
66
Low price
Series 1
Series 2
Series 3
Moderate/Average price
Highly price
0% 10% 20% 30% 40% 50% 60% 70%
Interpretation:-From the above bars we can cme to know that 20% of the people thinks that
price level provided by kataria automobiles is high,70% of the people thinks that is average price
accorin to the requirement and 10% thinks that it’s a low price.
Suggestion:-no suggestion
METAS OF SEVENTHDAY
67
Limitations of the project
Any research or study always has some limitations under which this has to be undertaken. This
one too was not an exception. These limitations are poised by the environment … some external
and some inherent. This study has been conducted with utmost consideration to the adequacy of
data and quality of information, though as mention earlier the reliance on the sources can not be
minimized to zero in context of precision. The limitation can be enlisted as hereunder:-
1. The perception level of the respondents.
2. Availability of documents as sources of secondary information.
METAS OF SEVENTHDAY
68
3. Reliability of information collected from various public information sources such as

magazines and website.
4. Respondents are not willing to fill the questionnaire.
5. Sometimes the respondents are not available at their place.
6. Very often the respondent do not express their true feelings, in such case their
habit, preference, practice, cannot be assessed correctly.
7. Some of the respondents refuse to give the important information best known to them.
8. There is a chance of mistake in the answer because of the limited knowledge of the
respondent.
9. Probability sampling was not used due to time and cost constraints and therefore the results
cannot be generalized to the population.
Suggestions of the projects
Following are the few suggestions to KATARIA AUTOMOBILES for improving the market
share and image of the products concerned.
1) Company must undertake extensive promotional activities like advertisements must be

released in different Medias to create brand awareness.
2) Free samples should be distributed among the prospects. Sales promotion tools like gifts,
contests and coupons must be given to customers.
METAS OF SEVENTHDAY
69
3) Majority of the respondents in Surat(piplod) suggested that the company should open a
service centre inside varachha. Moreover, they also suggested that the company should
increase their current servicing capacity.
4) The company should focus more on Auto fair medium, Magazines, Demo, should be the
main weapon for the company.
5) Looking to the result of the factor analysis Kataria Automobiles Ltd. has to make the future
strategy by considering the 3 important representative factors like as
RELIABILITY,ATTRACTIVENESS,CUSTOMER HANDLING
6) 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.
7) Should put in more efforts to promote maruti finance, autocards,accessorories.
8) They must keep in their mind that the “customer is king in the market” and his full
satisfaction in respect of all the parameters are very essential other wise goal cannot be
achieved.
Conclusion of the project
Here, below are some points which conclude the whole project:
 During the training I knew that which way employees are follow their employer rules
with customer relationship management.
 One is the biggest benefit is to make me punctual and profession person for the good
relationship with customers..
METAS OF SEVENTHDAY
70
 Motivate me to perform in work with the customer & increase the good relationship with
customers.
 To knowing that what is business and how we increase our business in competitive
market.
 How to save the time & how to do the work in just short time.
 This Kataria also handles the Customer in a very politely way after the sale of the
vehicle and is ready to give any time service.
 It had Company Authorized Service Shop where there are well trained mechanics who
quickly solves the problem of the vehicle.
Glossary
1) Reliability:- reliability (systemic def.) is the ability of a person or system to perform and
maintain its functions in routine circumstances, as well as hostile or unexpected
circumstances.
2) Stretch:- "Stretch" is a speed reading program that offers exercises designed to improve
reading speed and comprehension. These exercises are an extension of the flash-card method
used in school, but with much greater scope for vocabulary and the capability of flashing
more than one word at a time.
METAS OF SEVENTHDAY
71
3) Liberalization:- The process of making policies less constraining of economic activity. 2.

Reduction of tariffs and/or removal of nontariff barriers.
4) Segment:- A segment is a defined portion or section of something larger such as a database,

geometric object, or network. The term is used in database management, graphics, and
communications.
5) Deregulation:- Every industry has certain rules and regulations that it must abide by. These
rules are created by industry associations and watchdogs, as well as the government.
Deregulation occurs when the government pulls back from the industry a bit, therefore
loosening its grip on particular rules and regulations.
6) Fleet management:- Fleet Management is a function which allows companies which rely on
transportation in their business to remove or minimize the risks associated with vehicle
investment, improving efficiency, productivity and reducing their overall transportation
costs, providing 100% compliance with government legislation (duty of care) and many
more. These functions can be dealt with by either an in-house fleet-management department
or an outsourced fleet-management provider.
Bibliography
Books
 KOTHARI CK (2008): “Research Methodology”

2nd Revised Edition, New Age International Publisher, New Delhi
 LAL RAJIV, QUELCH JOHN (2009): “Marketing Management”
3rd Edition, Tata McGraw – Hill Publishing Co. Ltd, NewDelhi
METAS OF SEVENTHDAY
72
Sites
1. www.wikepedia.com
2. www.scribd.com
3. www.google.com
Annexure
Respected sir/Madam
I Raviraj Bachkaniwala of SY BBA studying in Seventh Day Adventist College Surat is
undertaking a Summer Project Training at KATARIA AUTOMOBILES LTD. In the area of
marketing specialization on the topic Customer Retention with reference to Maruti Suzuki
products for the partial fulfillment for the bachelor Degree of Business Administration.
Kindly spare few minutes of your valuable time to fill in the below questionnaire.
METAS OF SEVENTHDAY
73
 NAME :-
 GENDER:-
 AGE:-
 CONTACT NO. :-
 OCCUPATION:-
1) What type of car do you prefer from Maruti Suzuki(kataria automobiles)?
Small car
Sedar
Luxury
2) What is your perception about Maruti Suzuki automobiles product?
Very good
Good
Average
Bad
3) From where do you come to know about kataria automobiles?

Media
Hoardings
Newspapers
Others ___________.
4) Why do you choose this Maruti Suzuki brand?
Product quality
Low maintenance
Cheaper rates
METAS OF SEVENTHDAY
74
5) If you are going to be a customer of maruti Suzuki (kataria automobiles) cars in future what will
b your expectation?
More varieties of cars
Improve quality of car
Better after sales services
6) What do you feel about the behavior of sales executives at kataria automobiles?
Bad
Average
Good
Worst
7) Whether executives are able to understand your requirement ?
Yes
No
8) What do you think about the space avaibality in maruti cars?
Extremely spacious
Average
Less space
9) Do you think that the cars of Maruti Suzuki (kataria automobiles) are capable to attract today’s
generations ?
Yes
No
Cannot say
10) What do you think about the style and design of maruti Suzuki cars?
Very good
Good
Average
Bad
METAS OF SEVENTHDAY
75
11) New technologies such as Bluetooth device,DIS,reverse parkin sensor are provided by kataria
automobiles of maruti suzuki cars is it good and makes you feel comfort while drivin?
Excellent
Verygood
Good
Average
12) A Kataria automobile has got the largest boot space in its segment, what do you think about it?
Very good
Good
Average
13) What do you think about the different variations’ of price level provided by kataria
automobiles?
Highly price
Moderate/average price
Low price
14) Finally, what is your suggestion for the kataraia automobiles for the conditions and requirement
provided by them?
______________________________________________________________________________
______________________________________________________________________________
_____________________________________________
METAS OF SEVENTHDAY
76
METAS OF SEVENTHDAY
77

Project Maruti Suzuki

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Project Maruti Suzuki

Uploaded by

Copyright:

Available Formats

THE STUDY ON CUSTOMER RETENTION WITH REFERENCE TO KATARIA AUTOMOBILES

 BOOM IN INDIAN AUTOMOBILE INDUSTRY 12

 HISTORY OF MARUTI SUZUKI LTD 19

5. DATA ANALYSIS AND INTERPRETATION 42

 Introduction of customer retention

Customer retention is the maintenance of continuous trading relationships with customers

 Which customers will be targeted for retention?

 How will the customer retention performance be measured?

 Objective of the study

# To know whether the different variations of price level provided by KATARIA

# To determine and compare educational development of the project-assisted and non-assisted

Turnover of Automobile Manufacturer

Boom in Indian automobile industry

Some of the major characteristics of Indian automobile sector are:

E-BUSINESS OF AUTOMOTIVE INDUSTRY

 Good online companies do not keep a record of the transactions made

COMPETITIEVE FACTORS OF AUTOMOBILE INDUSTRY

Competition in the International Market

Maruti Suzuki India Ltd

Type Public (BSE MARUTI, NSE MARUTI)

History of Maruti Suzuki India LTD

The Maruti models on road now are

9. Maruti Swift: Launched 2005

15. Maruti Ecco launched in 2009

Authorized Service Stations of Maruti

About Kataria Automobiles

History of Kataria Automobiles Ltd

Management of Kataria Automobiles Ltd.

Research can be classified by purpose or by method. If we categorise it by purpose, it would fall

 To sum up, basic research is purely theoretical to increase our understanding of

Methodology can be:

1. "the analysis of the principles of methods, rules, and postulates employed by a

Methodology may be a description of process, or may be expanded to include a philosophically

What is Marketing Research?

 Consumer marketing research, and

sociology that concentrates on understanding the preferences, attitudes, and behaviors of

In KATARIA AUTOMOBILES the Consumer Marketing research is applied as it helps the

Types of Market Research

-qualitative primary research

-Quantitative primary research

In this KATARIA AUTOMOBILES Quantitative Primary Research is followed up as it

-Secondary market research

Secondary research resources

2. The marketing departments of local colleges

4. Insurance companies, banks and real estate companies

5. Wholesalers and manufacturers

In this KATARIA AUTOMOBILES mainly the information which is collected is based on

Marketing research process

Stages of marketing research process

Step 1: Problem Definition:-

Step 2: Development of an Approach to the Problem:-

Development of an approach to the problem includes formulating an objective or theoretical

Step 3: Research Design Formulation:-

1. Secondary data analysis

Step 4: Field Work or Data Collection:-

Step 5: Data Preparation and Analysis:-

Step 6: Report Preparation and Presentation:-

Explanation on Customer retention

 The cost of acquisition occurs only at the beginning of a relationship, so the

Importance of Customer Retention

1) To know about company’s responsibilities for their Customers.

2) To know the consumer relationship with KATARIA AUTOMOBILES.

6) To study about the perception of maruti Suzuki automobiles product.