A

Project Report
On
“A STUDY IN THE CONSUMER COMPLAINT BEHAVIOUR
OF MARUTI SUZUKI CARS AT AUTOVISTA PVT LTD”
IN
PUNE
Submitted to
The Savitribai Phule Pune University
in
Partial Fulfillment of the Requirement for the Award of Degree of

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY
SAVARI SURESH SHRIVASTAV
MBA –III Semester

Under the Guidance of

PROF. ATUL FEGADE
Through
Progressive Education Society’s
Modern Institute of Business Management
1186 Shivajinagar, Pune 411005
BATCH 2018-20
 ACKNOWLEDGEMENT

I am highly grateful and thankful to my project guide Prof .Atul Fegade for helping me in
completion of my Summer Internship Project. Without the support this project would not
have become a reality. They have helped me throughout the project.
I am indebted to them for extending meal cooperation and patronage while completing the
project. They have been wonderful supporters and continuous motivators for me who
helped me in turning my ordinary project into an excellent one .
I am also very thankful to my other subject teachers Atul Fedge whose fruitful discussions
and suggestions have helped me to enrich my project work.
I am thankful to Autovista Maruti for providing me an opportunity to work with the mind
makes a wonderful project. I am also very thankful to the Marketing manager, Mr. Sanjay
Rathod sir who helped me throughout the project.

Savari Shrivastav
 DECLARATION
I, the undersigned, hereby declare that the Project Report titled “A study in Consumer
Complaints Behaviour of Maruti Suzuki at Autovista Pvt LTD”. In pune written and
submitted by me to the Savitribai Phule Pune University impartial fulfillment of the
requirements for the award of degree of Master of Business Administration under the
guidance of Prof. Atul Fegade my original work and the conclusions drawn there in are
based on the material collected by myself.

Place : Pune

Savari Shrivastav
 EXECUTIVE SUMMARY
Project Name : A Study in consumer complaint Behaviour of Maruti Suzuki at
Autovista in pune
Company Name : Maruti Suzuki Autovista Pvt Ltd
Industry Type : Selling
Duration : 60 Days
 INDEX
CHAPTER NO. CONTENTS PAGE NO.

1 INTRODUCTION
1. Objectives of the Study
2. Need of the Study
3. Scope of the Study
4. Timeline of the Project
5. Limitations of the Study

2 ORGANISATIONAL PROFILE

3 THEORETICAL BACKGROUND

4 RESEARCH METHODOLOGY

5 DATA ANALYSIS & INTERPRETATION

6 OBSERVATION & FINDINGS

7 SUGGESTIONS & RECOMMENDATION

8 CONCLUSION

9 BIBLIOGRAPHY

10 ANNEXURE- QUESTIONNAIRE
 TABLE

NO. CONTENTS PAGE NO.

You are satisfied with the executive

5.1
guidance?

Please rate the sale executive

5.2
performance?

The sale executive was offer a test

5.3
drive before booking of your vehicle?

The sale executive was explaining

5.4
about the different finance option?

The vehicle delivered at promise time

5.5
or date?

Rate the service charges and repair

5.6
charges?

Any Accessories are pending from the

5.7
dealership?

Did you face any problem at the time

5.8
of delivery of your vehicle?

5.9 Do you prefer Maruti Suzuki

 insurance policy?
If NO, DO you face any problems
5.10
regarding the insurance policy?(prefer
previous question)

Did you receive any intimation

5.11
through calls or letters?

According to your experience and

5.12
interaction, how would you rate
overall performance of dealership?

Based on your overall experience

5.13
would you visit this service center
again and also would you recommend
your friends and relatives?
 CHAPTER.1
INTRODUCTION
1.1 OBJECTIVES OF THE STUDY
1. To analyze the process of complaint filing
2. Discuss approaches to use when handling angry customer
3. To study of customer complaint and understand how to solve the problems.
4. To study about how to solve the complaint of customer
5. To discuss the business advantages of proper customer service
6. To study about how other dealers strategy for handling complaints.
7. List reasons that customer complaint and describe the process for handling those
complaints.
8. Learn strategies to redeem yourself when you have failed in providing the customer
the level of expected service

1.2 NEED OF THE STUDY

1. Stimulated in the customer an attitude toward the product
2. Provided all details and information to the customer with regard to their product.
3. We are trying to fulfill their needs and expectations according to the customer and
their demands so the complaints will not be generated.
4. Needs of study to analyze customer desire and their acceptation
5. Create a better incentive for the consumer to make a purchase. It is a demand
creator.
6. To reduce the customer complaint of maruti Suzuki
7. Increase the profit for the organization
8. Gives the direct inducement to the consumer to take immediate action
9. It can be used at the time of dealing with customer behaviour

1.3 SCOPE OF THE STUDY

This study will help us to understand customers, preference and their needs expected from the
business owners. This study will not only help me as a student but also it assists autovista to
improve their services standard.

1.4 TIMELINE OF THE PROJECT

 I have completed my summer internship program from 2 months from 25th May to
26thJuly at Autovista Maruti showroom, pune

 In the initial period of SIP researchers have understood the all functionality of marketing
department, service department, sales department, etc. and collected all the information
related to the marketing.

 Over in SIP period work about calling to customer pre sale vehicle, vehicle in process,
post sale of vehicle.

 Complaint collection of data has transfer to the manager related to sale repetitive, vehicle
performance, any document pending from dealership, excess refund, allotment of
 vehicle, delay in delivery process, Accessories pending, Auto card pending, insurance
claim, servicing center problem,

 Study of overall performance, welcome and greeting, Relationship facility, sale

representative, paperwork, delivery time, delivery process,

 Within the last two weeks with the help of this data researcher had discussed few points
with the marketing manager and in which he had given the suggestions which was felt
during the internship of 2 months.

1.5 LIMITATION OF STUDY

 The responses given by the respondents may not be true.

 The respondents may be careless in responding to the questionnaire

 The respondent may be illiterate

 This study limited to the geographical area of Pune at headper autovista showroom.
 CHAPTER.2
ORGANISATION PROFILE
 Autovista Motor India Limited
Type Public
Industry Automobile
Founder Feb 1981
Headquarter New Delhi, India
Managing Director Kenichi Ayukawa
Product Cars
Parents Suzuki Corporation
Tagline Way of life; Count on us
Maruti has car models in every segment
with a
wide price range to choose from, apart
from being
the most reliable name in Indian
automobile
market
Website www.autovista.in

About Maruti Suzuki Private Limited:

Director of maruti Suzuki

Maruti Suzuki, on Friday, appointed

Kenichi Ayukawa as its new Managing
Director and Chief Executive Officer. He
will take over the position from April 1,
when his successor Shinzo Nakanishi
will retire.
In a filing to the BSE, the company said
its board, in a meeting held on Friday,
has appointed Mr. Ayukawa as the
Managing Director and Chief Executive
Officer in place of Nakanishi as the latter
has attained the age of retirement.
Mr. Nakanishi, 65, who had taken
over as the company’s managing
director in 2007, will work with Mr.
Ayukawa over the next few months.

MSIL Presently markets 10 models. Some of them are listed below –

 Alto 800
 Alto k10
 Wagon-R
 New Wagon-R
 Celerio
 New Swift
 Swift Dzire
 Vitara Brezza
 EECO
 Omni
Company History:

Vision, mission & value:-

SWOT Analysis

A) Strength
Below is the Strengths, Weaknesses, and Opportunities & Threats (SWOT) Analysis of
Maruti Suzuki. Strengths are:
 1. Maruti Suzuki is the largest passenger car company in India, accounting for
around 45% market share
 2. Over 12,000 people are employed with Maruti
 3. Good advertising, product portfolio, self-competing brands
 4. Largest distribution network of dealers and after sales service centres
 5. Strong brand value and strong presence in the second hand car market
 6. Having different revenue streams like Maruti finance, Maruti Insurance and Maruti
driving schools
 7. Over 700,000 units sold in India annually including 50,000 exports
 8. Maruti Suzuki launched NEXA showrooms to cater to its premium cars market
 9. The company has been recognized by several awards in the automobile segment
in India

B) Weakness
1. Inability to penetrate into the international market
2. Employee management, strikes, worker wage problems have affected Maruti's
brand image in the past

Commodity price risk: Maruti commodity price risks to higher cost due to changes
in the prices of inputs such as iron, steel, rubber, plastic, etc. which goes into the
production of automobiles. In order to mitigate these risks, the company continues
to enter into long term contracts based on its projections of price.
 Exchange rate risk: The company is exposed to the risks associated with
fluctuations in foreign exchange rates mainly of import of components and raw
materials and export of vehicles.
C) Opportunities
 Leading growth: As the market leader, the company led the growth in the
passenger car sector last year. Maruti sales went up by 30%.
  Changing lifestyle: As the lifestyle of people of India is improving, it offers an
opportunity to MSIL to increase its growth on a large scale.
D) Threats
 Risk factors: In the course of its business,MSIL is exposed to varieties in the
market and other risk including demand dynamics, commodity prices, interest
rates, etc.
 Business risk: The automotive industry is very capital intensive. Such investments
require a certain scale of operations to generate viable returns.
 Competitors: Hyundai Private Limited and Tata Motors Limited are great and
potential competitors of Maruti Suzuki

PEST Analysis

 Political Environment: MSIL usually does not get into quarrels with other
companies or get in controversies. But it locked horns with MarutiUdyog over a
controversial advertisement. Maruti showed in the advertisement that it was
superior to Other dealer. MSIL requested MarutiUdyog to refrain from such
advertisements which they believe to be malicious.

 Economic Environment: The market share of MSIL has steadily being increasing.
They are No.1 in terms of exports and No.2 in terms of volumes produced.

 Social Environment: Maruti Motor India Foundation (MSIL) was formed in the
year 2006 with the purpose of ‘giving back’ to the society and to initiate
Corporate Social Responsibility (CSR) activities in the areas of community
development, healthcare, educational and vocational training, road safety, etc.

 Technological Environment: As to sustain in this competitive market, innovations

are crucial. Maruti comes up with new technologies and are sustaining their top
position. Some of the innovations are-
1. Autonomous Emergency Braking System
2. Advanced Traction Cornering Control
 CHAPTER NO.3
THEORETICAL BACKGROUND
Definition of Consumer
Consumers are generally the end users of products and services, no matter whether they have
paid for it or not. Any entity, either an individual or a household, which consumers goods and
services produced within an organisation, is known as consumer.

CONSUMER COMPLAINTS BEHAVIOUR

Prior to purchasing in consumer products consumer from expectation of a performance in a

particular situation. After or while using a product, consumers will evaluate its performance
according to their specific expectation. When a product does not perform up to expectation
that is performance is lower than expectations, consumer will experience dissatisfaction, which
I turn will manifest in negative behavioural outcomes. One of the most direct and meaningful
ways through which consumers can express their dissatisfaction to manufacturers and retailers
is through complaining. Simply put, “a complaint is a statement about expectations that have
not been met”.

Consumer complaints behaviour includes all potential behavioural responses that a consumer
may utilize to deal with his/her dissatisfaction. Consumer complaints behaviour is seen as the
consumer dissatisfaction response style. Thus, complaint is actually the response following the
consumer dissatisfaction. These responses/actions include among others, switching patronage,
telling friends and family and complaining to a consumer agency.

Model of Consumer Complaints Behaviour

Dissatisfaction Occurs
sOccurs

Voice Private Third Party

Responses Responses For Responses
example Word-
For eample For example,
of-mouth
Seek redress comunication Take legal action
from seller,
No action

MODEL OF CONSUMER COMPLAINT BEHAVIOUR

 CHAPER NO 4
RESEARCH METHODOLOGY
 Meaning:
Marketing research is the systematic design, collection, analysis and reporting of the data The
research process is as follows:

1. Define the research objectives: The objective of “A study in customer complaints

behaviour of Maruti Suzuki car at Autovista Maruti pune”

Other associated secondary objective was to analyze attribute affect exhibitions.

RESEARCH DESIGN
In my project I have used various tools of Exploratory Research. This research will be
done to gain background information of the problem. An initial research will be conducted
to clarify and define the nature of the problem. The various tools used are experience
surveys, in depth interviews, secondary data analysis. Descriptive research was done where
questionnaires were given to the dealers’ and consumer

1. Developing the research plan:

The second stage of marketing research is for developing the most efficient plan for gathering
needed information. Designing research plan is called for taking decision on data source,
research approach and sampling plan.

I: DATA SOURCE
A. Primary data:
This data is collected directly from the consumers. In this project research of collection of data is
also directly
Interviewing the customer.
B. Secondary data:
This data has been collected from the literature which is available in the other company literature,
journals with our company Websites & daily updates of our Competitors etc

Research Approach:
Out of four ways of research approaches i.e.
a. Observational research
b. Focus group
c. Survey research
d. Experimental research
In this project the approach used was survey approach because the main objective is to
understand customer Expectations toward company
 Questionnaire Method

In this survey the research instrument use is Questionnaire method.

A. Study of Sampling plan:

Sampling unit - Customer

Sample size - Customer 100
Field area - Pune, Area.

B. Sampling procedure:

The sampling procedure can be of two types

 Random Sampling
In this survey simple random sampling and area sampling and area sampling of probable
sampling of probable sample was used.
C. Contact method

The method of contact can be four types

1. Mail Questionnaire
2. Telephonic interview
3. Personal interview
4. Internet
The method adopted is my survey is personal interview.

D. Collection of information
The information was collected from end users by personally asking then questions and filling the
questionnaire.
 Analysis of the information
 The information available is analyzed in forms of graphs and pie-
charts.
  Data collection and Analysis
This is overall complaints of maruti Suzuki that has been collected
by all branches of Pune.
Sr. Index Comment
No
1. This is the
consumer
complaints
regarding his/
her vehicle. In
the month of
August this
complaints
were generated
They have been
resolved by the
customer care
manager
2.. This is the
consumer
complaints
regarding his/
her vehicle. In
the month of
August this
complaints
were generated
They have been
resolved by the
customer care
manager
3. This is the
consumer
complaints
regarding his/
her vehicle. In
the month of
August this
complaints
were generated
They have been
resolved by the
customer care
manager
4. This is the
consumer
complaints
regarding his/
her vehicle. In
the month of
August this
complaints
were generated
They have been
resolved by the
customer care
manager
5. This is the
consumer
complaints
regarding his/
her vehicle. In
the month of
August this
complaints
were generated
They have been
resolved by the
customer care
manager
6. This is the
consumer
complaints
regarding his/
her vehicle. In
the month of
August this
complaints
were generated
They have been
resolved by the
customer care
manager
7. This is the
consumer
complaints
regarding his/
her vehicle. In
the month of
August this
complaints
were generated
They have been
resolved by the
customer care
manager
8. This is the
consumer
complaints
regarding his/
her vehicle. In
the month of
August this
complaints
were generated
They have been
resolved by the
customer care
manager
DATA INTERPRETATION
1. You are satisfied with the executive guidance?

No. of Responses Consumer Percentage

Yes 64 90.1
No 7 9.9

Percentage

90.1 9.9

64 7

Yes No

Graph No.1.1

INTERPRETATION:-According to the consumer responses which are shown into the table and graph
that most of the consumers are satisfied with the executive guidance. 64 consumers was respond
“YES” and the percentage is 90.1 % in the above graph was shows on the other hand 7 consumer
was respond for “NO” and the percentage is 9.9%.
 2. Please rate the sale executive performance?

Rating % of Performance
1 4.2
2 8.5
3 21.1
4 23.9
5 42.3

45

40

35

30
Axis Title

25

20 performance

15

10

0
1 2 3 4 5

Graph No.2.1

INTERPRETATION :-
1. The sale executive was offer a test drive before booking of your vehicle?

No. of Responses Consumer Percentage

Yes 64 84.5
No 11 15.5

Consumer Percentage

84.5

64
15.5
11

Yes No

Graph No.3.1

INTERPRETATION:- According to the consumer responses which are shown into the table and graph
that most of the consumers are satisfied with the executive guidance. 64 consumers was respond
“YES” and the percentage is 84.5 %.On the other hand 11 consumer was respond for “NO” and the
percentage is 15.5%. 11 persons were dissatisfied with the test drive. I found the reason behind that
is the model selected by the consumer they cannot got such test drive of this model.
Example : customer want test drive of Vitara Brezza in manual and they got Vitara Brezza in
automatic
2. The sale executive was explaining about the different finance option?

No. of Responses Consumer Percentage

Yes 57 80.3
No 14 19.7

Consumer Percentage

80.3

57

19.7
14

Yes No

Graph No.4.1

INTERPRETATION:-According to the consumer responses which are shown into the table and graph
that most of the consumers are satisfied with the executive guidance. 57 consumers was respond
“YES” and the percentage is 80.3 %.On the other hand 14 consumer was respond for “NO” and the
percentage is 19.5%. 14 persons were dissatisfied with the finance option. I found the reason behind
that consumers have their good relation and contact.
3. The vehicle delivered at promise time or date?

No. of Responses(81) Consumer Percentage

Yes 30 37.03
No 46 56.79
May be 5 6.1

120

100

80 56.79

60
37.03

40
46
20 30
6.1
5
0
Yes No May be

Percentage

Graph No.5.1

INTERPRETATION:- According to the consumer responses which are shown into the table and graph
that most of the consumers are satisfied with the executive guidance. 30 consumers was respond
“YES” and the percentage is 37.03 %.On the other hand 46 consumer was respond for “NO” and the
percentage is 56.79% as well as 5 consumer was respond “MAY BE” and the percentage is 6.1%. 46
persons were dissatisfied with the delay in delivery of vehicle.
4. Did you receive any intimation through calls or letters?

No. of Responses Consumer Percentage

Yes 48 66.9
No 21 29.9
May be 3 4.1

Consumer Percentage

66.9

48

29.9

21

3 4.1

Yes No May be

Graph No.6.1

INTERPRETATION:- :- According to the consumer responses which are shown into the table and
graph that most of the consumers are satisfied with the executive guidance. 48 consumers was
respond “YES” and the percentage is 66.9 %.On the other hand 21 consumer was respond for “NO”
and the percentage is 29.9% as well as 3 consumer was respond “MAY BE” and the percentage is
4.1%. 21 persons were dissatisfied with the intimate of calls and letter.
5. Any Accessories are pending from the dealership?

No of responses Yes No
(71)
consumer 54 16
Percentages 76.1 23.9

80 76.1

70

60 54
50

40

30 23.9
20 16

10

0
consumer Percentages

Yes No

Graph No.7.1

INTERPRETATION:- According to the consumer responses which are shown into the table and graph
that most of the consumers are satisfied with the executive guidance. 54 consumers was respond
“YES” and the percentage is 76.1 %.On the other hand 16 consumer was respond for “NO” and the
percentage is 23.9%. 16 persons were dissatisfied. It might be the reason behind that the consumers
were pending of accessories or delay in delivered to the consumer and may be not satisfied with
price of accessories.
6. Rate the service charges and repair charges?
7.
No. of Responses Consumer Percentage
Very high 54 55.6
Moderate 25 25.7
Lower 18 18

60 55.6
54

50

40

30 25.7
25

20 18 18

10

0
Very high Moderate Lower

Consumer Percentage

Graph No.8.1

INTERPRETATION:-According to the consumer rating which are shown into the table and graph that
most of the consumers are satisfied with the executive guidance. 54 consumers was respond “VERY
HIGH” and the percentage is 55.6 %.On the other hand 25 consumer was respond for “Moderate”
and the percentage is 25.5%. And last one 18 consumers were respond “Lower” and the percentage
is “18.%”. I found the reason behind that consumers have their good relation and contact.
 8. Did you face any problem at the time of delivery of your vehicle?

No of consumer Percentages

responses (97)

YES 56 57.8

NO 41 42.2

70

60

50

40
consumer
30 Percentages

20

10

0
YES NO

Graph No. 9.1

INTERPRETATION:- The consumers were responses which shows into the graph that 56 consumers
were not face any problem at the time of delivery so the percentage was show in graph 57.6 on the
other hand 41 consumer are dissatisfied while they may faces problems at the time of delivery of
vehicles. I found the reason by interacting with consumer that time consuming
 9. Do you prefer Maruti Suzuki insurance policy?

No. of Responses Consumer Percentage

Yes 51 52.5
No 32 32.9
May be 14 14.4

Consumer Percentage

51 52.5

32 32.9

14 14.4

Yes No May be

Graph No.10.1

INTERPRETATION:-According to the consumer responses which are shown into the table and graph that
most of the consumers are satisfied with the insurance policy of MARUTI. 51 consumers was respond
“YES” and the percentage is 52.5 %.On the other hand 32 consumer was respond for “NO” and the
percentage is 32.9% as well as 14 consumer was respond “MAY BE” and the percentage is 14.4%. 32
persons were dissatisfied with the insurance policy of maruti.
 10. If NO, DO you face any problems regarding the insurance policy?(prefer previous
question)

No of responses Delay in Lengthy Other

(71) payment process
Consumer 27 14 30
Percentages 52.5 19.7 42.4

Delay in payment Lengthy process Other

52.5

42.4

30
27

19.7
14

Consumer Percentages

Graph No.11.1

INTERPRETATION:- The above table and graph shows that the out of 100 consumer 72 consumer were
response that the some customers were face problem because of delay in payment of insurance policy
process and some was face problems regarding to the lengthy process and remaining consumers were
and other problem. So this table shows that no of complaints were generated because of the insurance
policys.
 11. According to your experience and interaction, how would you rate
overall performance of dealership?

Performance Percentage
Excellent 43.4
Very Good 28.2
Good 25.2
Fair 0.3
Poor 0

Percentage
0%

26%
45%
Excellent
Very Good
Good
29% Fair

Graph No.12.1

INTERPRETATION:- The above table and pie chart shows that the most of the consumers were rate the
performance as “excellent” and the percentages is 43.4%. Some consumers were “VERY GOOD”
 12.Based on your overall experience would you visit this service center again
and also would you recommend your friends and relatives?
No. of Responses Consumer Percentage
Yes 48 49.5
No 31 31.9
May be 18 18.5

Consumer Percentage

49.5
48

31 31.9

18 18.5

Yes No May be

Graph No.13.1

INTERPRETATION:- According to the consumer responses which are shown into the table and graph that
most of the consumers are RECOMMANDED to the friends and relative its shows that most of the
consumers were satisfied with the dealership of MARUTI. Remaining of the consumer which was
dissatisfied with the dealership because of the certain things that the dealer has improved so the its
help to increase the sales of the maruti Suzuki.
OBSERVATION FINDINGS

 Learning of Student

 I learned the importance of Excel for handling the large amount of data
for making a monthly report.
 From this study I learned that how change the dissatisfied consumers
into satisfied consumers.
 How to resolve the complaints of various types consumer.
 At last learned about skill of the settlement process with consumer
 The most important thing that I learned importance of environment, in
the organisation and of the organisation, how impact our personality.
SUGGESTIONS & RECOMMANDATION

CONCLUSION

BIBLIOGRAPHY

http://www.autovista.in

http://www.consumercomplaints.in
 ANNEXURE
QUESTIONNAIRE
Name ______________________________________________

Model___________________________ Variant_____________

Email Id _____________________________________________
This is research for automobile industry kindly files the form and your suggestion.

1. Did the sale representative attend to you as during all your visit?
YES NO
2. The guidance provided by the sale representative in selecting the model?
YES NO
3. Please rate the sale executive performance?
Poor Fair Good Very Good excellent
4. Did the sale executive was offer a test drive before booking of your vehicle?
YES NO
5. Did the sale executive explain about the different finance option?
YES NO
6. Was the vehicle delivered at promise time or date?
YES NO
7. Did you receive any intimation through calls or letters for the “service due” date to get your vehicle
serviced?
YES NO
8. Whether any Accessories are pending from the dealership?
YES NO
9. Do you feel the service charges and repair charges were reasonable ?
o Very higher
o Higher
o Moderate
o Lower

10. Did you face any problem at the time of delivery of your vehicle?
 YES NO
11. Do you prefer Maruti Suzuki insurance policy?
YES NO
12. If NO, DO you face any problems regarding the insurance policy?
o Delay in payment
o Long procedure
o Other
13. According to your experience and interaction, how would you rate overall performance of
dealership?
Poor Fair Good Very Good excellent
14. Based on your overall experience would you visit this service center again and also would you
recommend your friends and relatives?

YES NO

15. Any suggestion do you have to give Automobile industry

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