MARUTI UDYOG LIMITED

CUSTOMER SATISFACTION OF
MARUTI UDYOG LTD.

Submitted by:-
SMRITI CHOUDHARY
Sec- B, Roll no-112

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ACKNOWLEDGEMENT

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

THOMAS for her encouragement, support and valuable guidance
through out the duration of the project. Inspite of being occupied with
unending engagements in college, she made sure that my project was
heading in the right direction and that I did not lose sight of my end
goals.

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

providing me all the information and help I required for the successful
completion of this project.

I would also like to thank all those people who spared some time for
me out of their busy schedule and shared some information relevant to
my project.

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

that I got from all the people around me.

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PREFACE
If we can compare marketing to a long train with a multiple compartment then every
bogies represent different aspect of marketing. Marketing strategy formulation depends
upon the every aspect of related terms and marketing research plays vital roles to connect
each compartment to form a cohesive functional unit.

The automotive industry is at the center of India’s new global dynamic. It plays major
roles in retaining manufacturing industry growth over 12.5% per annum

The motivation behind the project was to gain clear understanding about marketing
research. Through this project I have tried to understand the complexities involved in
gathering of data for drawing inferences .The final objective is to produce a result that is
accurate, useful, and free from bias and helps in the successful completion of my course.
The project has been presented in a simple format..

Satisfaction is a person’s feeling of pleasure or disappointment resulting from a

comparing perceived performance in relation to his or her expectation. If the performance
falls short of expectation, the consumer is dissatisfied. If the performance matches the
expectations, he consumer is satisfied. If the performance exceeds expectation, the
customer is highly satisfied or delighted.

In today’s competitive scenario firms consistently tries to satisfy his existing customer to
get more customers in every regards. To meet the desired expectation of customers
companies has to look around all aspects of products services and of course market
condition, otherwise they may be out of the race. Automobile industry has the same
competitiveness and every firm in the industry is consistently working for enhancing their
product and services.

The study widely concentrates on the level of satisfaction amongst customers for which I
did Exploratory Research to check the satisfaction level amongst the customers of Maruti
as the popular punchline also says “Count On Us.”

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 TABLE OF CONTENTS

CHAPTER-1: INDUSTRY OVERVIEW

CHAPTER-2: COMPANY PROFILE

2.1 ABOUT COMPANY
2.2 PROBLEMS OF THE ORGANISATION
2.3 COMPETITORS INFORMATION
2.4 S.W.O.T ANALYSIS OF THE ORGANISATION

CHAPTER-3: CONCEPTUAL DISCUSSION

3.1 NEWS ARTICLES
3.2 CUSTOMER SATISFACTION

CHAPTER-4: RESEARCH METHODOLOGY

4.1 OBJECTIVES
4.2 SCOPE
4.3 LIMITATIONS

CHAPTER-5: DATA ANALYIS

CHAPTER-6: FINDINGS AND RECOMMENDATIONS

BIBLIOGRAPHY

ANNEXURE

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INTRODUCTION

1.1 OVERVIEW OF THE INDUSTRY

India is an emerging country with huge potential. The domestic economy is now growing
at around 9-10% per annum and India’s importance in global terms is being reinforced by
rapidly rising exports and domestic consumption. At a time when numbers of a slowdown
and overheating in the Indian economy have started gaining momentum, the Indian rupee
sprang a surprise by pushing the GDP figure past the trillion-dollar (42,00,000 crore)
mark.

The automotive industry is at the center of India’s new global dynamic. The domestic
market expanding rapidly as incomes rise and consumer credit becomes more widely
available. Manufacturer’s product lines are being continually expanded, as is the local
automotive manufacturing base. Expectation are high that India can develop as a global
hub for vehicle manufacturers and as an outsourcing center that offers the global
automotive industry solution high up the automotive value chain.

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

In percentage terms, the automotive industry's contribution should also double. In dollar
terms, the sector's contribution is set to quadruple to some $145bn

The automobile industry in India accounts for a business volume of $45 billion and has
the potential to grow much faster both through Indian as well as international
manufacturers who have established huge facilities in the country

With the world’s second largest and fastest-growing population, there is no denying
India’s potential in both economic and population terms and the effect it will have on the
auto industry in the years to come. The country is already off to a good start, with a well-
developed components industry and a production level of 1 million four-wheeled vehicles
a year, plus a further 5 million two- and three-wheelers.

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The implications, market drivers and scope of a future massive Indian vehicle market are
covered in the India Strategic Market Profile, a brand-new forecast of Indian automotive
and related activity to 2020. Based on Max Pemberton's unique relational long-term
forecasting model, it forecasts car and CV sales, demographics, materials usage, auto
industry employment, and explains their inter- year of healthy growth in auto industry.

INDUSTRY GROWTH

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Future of the Automobile in the Economy

US based consultancy, keystone predicts that India will become world’s third largest
automobile market by 2030. Overall size expected to exceed 20 million with
compounded annual growth rate of over 12%.

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

A segment: maruti800, omni

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

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

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

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1.2 PROFILE OF THE ORGANIZATION MARUTI UDYOG LTD.

In 1970 , Sanjay Gandhi the son of Indira Gandhi envisioned the manufacture of an
indigenous , cost effective , low maintenance compact car for the Indian middle class .
Indira Gandhi’s cabinet passed a unanimous resolution for the development and
production of a people’s car. Sanjay Gandhi’s company was christened Maruti limited.
The name of the car was chosen after a Hindu deity named Maruti Ltd. That time
Hindustan Motors’ Ambassador was the chief car and the company had come out with a
new entrant the premier Padmini that worked slowly gaining a part of the market share
dominated by the ambassador. For the next ten years the Indian car market had stagnated
at a volume of 30,000 to 40,000 cars for the decade ending 1983.

Sanjay Gandhi was awarded the exclusive contract and license to design, develop and
manufacture the “People’s Car.” These exclusive rights of production generated some
criticism in certain quarters, which was directly targeted at Indira Gandhi. Over the next
few years the company was sidelined to Bangladesh liberation war and emergency.

In the early days under the powerful patronage of Sanjay Gandhi the company was
provided with free land, tax breaks and funds. Till the end of 1970 the company had not
started the production and a prototype test model was welcomed with criticism and
skepticism. The company went into liquidation IN 1977. The media perceived it to be
another area of growing corruption. Unfortunately Maruti’s started to fly only after the
death of Sanjay Gandhi, when Suzuki motors joined the government of India as a joint
venture partnered with 50% share. After his death Indira Gandhi decided that the project
should not be allowed to die. Maruti’s entered into this collaboration with Suzuki motors.
The collaboration heralded a revolution in the Indian car industry by producing the
maruti-800. It created a record of taking 13 months time to go from design to rolling out
cars from a production line.

The production of Maruti-800 in 1983 marked the beginning of a revolution in the Indian
automobile industry. It brought in the latest technology of that time more fuel efficiency
and lower prices that led to the creation of a huge market for all car segments.. This in

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turn brought in more players in this segment. A number of auxiliary car parts making
units were set up as more car manufacturers realized it was more cost effective to make
their car parts in India rather than importing them.

Maruti’s major influence was in helping the component industry in the country because
of its emphasis on localization and indigenization. As in the beginning that sector hadn’t
grown much Maruti’s had to start dozens of joint ventures with Indian entrepreneurs. It
got them from foreign collaborations that led to collaborations for other manufacturers so
that over a period of time the whole component industry was able to upgrade itself and
improve its quality who had given their income leading to major existing export potential
vehicle components. It also brought in better methods of financing that allowed more
people who given their income levels could not afford to buy a car on their own, to buy
cars. It still remains the leader not only in the terms of market share but also in customer
satisfaction surveys. It has consistently topped J.D. power quality surveys, including
2005. By the year 1993 the company had sold 1, 96,820 cars. By March 1994 it produced
1 million vehicles becoming the first Indian company to cross the 2 million mark in
October, 1997 and rolled out 4 millionth vehicles as Alto-LX .Then it introduced Wagonr
followed by Swift . Swift has been a great success in the market .In 2007 Maruti came up
with SX4 and Grand Vitara.In 2011 it launched KIZASHI.

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Maruti’s Strategic Goal

New Products Capacity Expansion

SX4 launched in 2007 Production capacity of

Grand Vitara launched in Swift increased
2007 Started production at its
New variant of third plant in
Swift Maintain 2003
KIZASHI Leadership
Launched in 2011 Position in India
_
Grow International
Business
International Distribution
Business Network
Growth in Exports
Increase Customer Touch
Points
Increase in the Number
Of Maruti Service Station

- Maintained its materials cost despite change in product mix.

- Growing shipments of Alto.

- Has 55% of the market.

- Introduced both petrol and diesel variants of Swift.

- Maruti has cut the prices of models including Maruti 800, Omni, Zen,
Wagon R, Swift Diesel and Alto. The amount of this price cut varies from Rs.
6,500 for Maruti 800 to Rs. 18,030 for Swift Diesel (in New Delhi).

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

- Sri Lanka currently is the largest export market for Maruti where it sells 8,000-
9,000 cars a year.

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- Maruti Udyog to enter South African market.

- Invest more on marketing and research and development.

- They are working on identifying their dealership in the region in collaboration

with the parent company Suzuki.

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

international brands Alto, WagonR and Swift, off-roader Gypsy, mid size Esteem, luxury
car Baleno, the MPV, Versa and Luxury SUV Grand Vitara XL7.

At the end of 2005-06, Maruti had a market share of about 55.1 per cent of the
Indian passenger car market. The company sold record 5,61,822 vehicles in 2005-06,
including 34,784 vehicles exported to Europe and South Asia. Maruti’s cumulative
exports are over 4 lakh units. In recent years, Maruti has made major strides towards its
goal of becoming Suzuki Motor Corporation’s R and D hub for Asia. It has introduced
upgraded versions of all its existing products completely designed and styled in-house.
Maruti engineers also joined hands with Suzuki engineers in Japan for the design of
hugely successful Swift.

Maruti's contribution as the engine of growth of the Indian auto industry, indeed
its impact on the lifestyle and psyche of an entire generation of Indian middle class, is
widely acknowledged. Its emotional connect with the customer continues.

Maruti had a successful fiscal in 2005-06. Maruti’s Total Income (net of excise) during
the year was Rs. 124,814.3 million, a growth of 10 per cent over the previous year. The
company’s Net Profit during this period was Rs. 11,890.5 million, up 39.2 per cent over
2004-05.The company is listed on Bombay Stock Exchange and National Stock
Exchange.

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Company’s Vision

MUL’s vision for the future is to be: “The Leader in the Indian Automobile Industry
Creating Customer delight and Shareholders wealth; A pride of India”.

Core Values

The Five Values identified are as follows:

 Customer Obsession
 Fast, Flexible and First mover
 Innovation and Creativity
 Networking and Partnership
 Openness and Learning

Introduction to car Accessories Market:

In the present scenario, car accessories have been gaining exponential importance
amongst the vehicle manufacturers and players in the aftermarket alike. The surge in
demand is due to increasing level of disposable income, changing end user attitudes and
declining age profile of the vehicle buyers.

There exists a fierce competition between vehicle manufacturers selling branded

accessories and unorganized sector selling local non-genuine product range. There exists
a huge price difference between the products.

“Maruti Genuine Accessories” (MGA)

Overview

Maruti Genuine Accessories had its inception in 1999 and in a span of just 6 years has
reached almost 110 crores in 2006, thus making it into the league of the fast growing

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businesses in the Maruti stable of business. The number of products too have reached 330
plus in 2006. Today they have accessories starting from the very basic like floor mats to
technologically advanced accessories like Sunroofs! On the anvil are accessories like
Navigation systems which will change the way people drive.

Value Proposition

For Maruti:

• Helps in tapping one more source of revenue from Customer’s Vehicle Life cycle
spend

• Helps catering to style conscious customers

• Can be used to reduce too many production level variants and by offering a
customized solution to customers increases customer satisfaction

For customers:

• New Vehicles are the second most expensive investment . A well accessorized
car is a treat to the eyes and senses and increases the perceived value with a
minimal investment

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

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

gives a PERSONAL touch ~ creates unique Identity

o It is more LIFE STYLE compatible & AESTHETICALLY pleasing.

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

o It makes driving more FUN

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For dealers:

• It generates Showroom excitement & stimulates impulse purchases

• It speeds up inventory rotation of new vehicles

• It broadens offer spectrum – with unique look “models”

• The Accessories packaging helps to dilute cash discount pressure

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

Challenges for “Maruti Genuine Accessories”

• To get multifold increase in revenue over next few years.

• To build market share in order to convert the existing status from question marks
to stars. (Question marks are the businesses that operate in high growth market
with relatively low market share where as the stars are the market leader in the
high growth markets).

• To make a dent in the car accessories market which grey market operators
presently dominate.

• To control the cost and expenditure by increasing quality.

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

quality over non-genuine one.

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

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

• To innovate at regular intervals and bring accessories with sturdy elegance and
sleek superiority.

• To sell each and every car with minimum average value of accessories i.e. 5 % of
the total cost of the car. (Assuming 10 % as the worldwide trend).

1.3 PROBLEMS OF THE ORGANIZATION

Given the city conditions, the consumers needed a very good overall performance of cars,
small cars taking less space has no parking problems, easy derivability in heavy traffic
conditions, easy gear shifts and good fuel efficiency. The small car owners being mostly
the professional class or the upper middle class were very cost conscious and due to their
busy life styles preferred low maintenance in their cars.

Irrespective of these above aspects there is one more thing, which also needs attention is
customer satisfaction. Customer satisfaction is abroad term, which includes many things
like post sale service satisfaction, dealership locality towards customers, way of treatment
at these dealerships and service stations, solving the customers problems and concerns to
their full satisfaction and so on.

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

experience is not always something broken or loose. Many a times it is a function of
customers’ expectation of how a feature or a vehicle system should look or perform and
any performance short of this expectation is perceived as a problem.

1.4 COMPETITORS INFORMATION

 Tata Motors

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 Hyundai

 Fiat

 Honda

 Toyota

 General Motors

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1.5 SWOT ANALYSIS

Strength

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

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

• It requires smaller number of platforms but multiple assembly lines for production
that provides better, cheaper, more oriented management and production.

• Maruti possesses Goodwill and Credibility in the Indian automobile market

Weaknesses-

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

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

• Maruti is unable to spread its fixed costs for engineering, technology, and
marketing over a huge volume of vehicles.

Opportunity

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

• According to the facts India has emerged as one of the largest automobile market
in the global community.

Threat

• A new competitor in Indian market.

• Price wars with competitors.

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

• Competitors may have superior access to channels of distribution.

• Taxation is introduced on your product or service.

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CHAPTER 2: RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

2.1 Significance

The Accessory division at Maruti is relatively younger than the rest of the
organization. Looking at the competitive pressures of the industry in terms of car
sales, the strategy Maruti is following is to expand its reach to the customers and
provide all kinds of value addition. Establishment of the Accessory Division at
Maruti was one such initiative. The scenario as of today is that, as elaborated as
the report progresses, the accessory market is flooded with after market dealers
and almost 60 % sales happening in the accessory sector are attributed to the after
market.

2.2 Managerial usefulness of the study

• Introduction about Maruti

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

• Quantitative research

• Awareness regarding the facilities provided by Maruti

• Overall opinion about Maruti

2.3 OBJECTIVE

• To find the satisfaction amongst the customers of Maruti.

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METHODOLOGY

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

This includes the overall research design, data collection method, the field survey
and the analysis of data.

Detailed and structured questionnaire was designed.

Survey a sample of 100 customers.

The methodology developed was Primary and Secondary research.

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

Sources of Data:

Primary data

Secondary data

Field of Survey:

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

Analysis:

The important factors and data’s collected were sequentially analyzed and
graphed.

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Limitations of the Study:

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

Prejudice of some of the respondents.

Sample is limited to Delhi and NCR

Sample is only from metro so generalizations may be misleading

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CHAPTER 3: CONCEPTUAL DISCUSSION

RECENT NEWS ARTICLES

Car sales shoot up in Sept 2010; Maruti, Hyundai report record sales |
Auto companies in India reported a sharp rise in passenger car sales in
September 2010, with dealers stocking vehicles in record numbers in anticipation
of increased demand in the upcoming festival season. Maruti Suzuki sold 95,148
units in the domestic market in September 2010, compared to 71,594 units in
September 2009 – an increase of 33 percent. Maruti had said in a statement last
week that with its total sales touching 108,006 units in September 2010, it had
crossed the half-a-million sales mark in the first 6 months of FY 2010-11. Nissan
India reported a whopping 2,103 percent increase in domestic sales – from 57
units in September 2009, to 1,256 units in September 2010 – mainly on the back
of the Micra’s success. Hyundai Motor posted a growth of 14.2-percent in the
same period, while Tata Motors grew by 31.4 percent. Hyundai India Director,
Marketing & Sales, Mr Arvind Saxena, said that the company hoped to further
consolidate its position in the market in the festive season, particularly given the
enthusiastic response to the recently launched ‘Next Gen i10’.

Maruti Suzuki to expand service network to 4,200

centres | Thursday October 7, 2010
Maruti Suzuki India Limited (MSIL) is planning to expand its service network in
the country from the current 2,700 outlets to 4,200 outlets, in keeping with its
target to sell over 2 million cars by 2015. The additional service stations will
require an investment of Rs 250 crore and will cover more than 2,000 cities
across India by 2015. MSIL officials told mediapersons that according to a
blueprint drawn up by the company, it would eventually have one service station
every 25 kilometres. This will entail expanding its service network by 55 percent,
the cost of which will be borne mainly by the company’s dealer partners.

Maruti currently employs 33,000 people in its service stations, also known as
Maruti Authorised Service Stations. This number is expected to go up to 55,000
after the expansion. MSIL Executive Officer (Service), Mr Pankaj Narula, said
that the company expected its service load to increase manifold, given its plan to
expand production to 1.75 million units by 2013.

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Maruti plans another unit at Manesar-TOI
NEW DELHI: Maruti Suzuki on Thursday said the company may build a new
factory at its Manesar location as it expects demand to remain strong over the
coming years.

The company, that currently can produce 1.2 million cars, is already in an
expansion mode at Manesar where it is investing close to Rs 1700 crore to add a
fresh 250,000 units as it grapples with long waiting periods on some of its
models. Chairman RC Bhargava said the new expansion could be of similar scale,
around 250,000 units, and so could be the investments. If approved, the
company's total production capacity could rise to 1.7 million units.

Maruti launches WAGON-R Think Big Challenge 2

Indian auto giant Maruti Suzuki has launched a unique campaign – WAGONR
Think Big Challenge 2 – in the Indian market. Through this event, the company is
looking to provide a platform to the people who are in need of a support to start
their business with. It is being considered an initiative to bring-out most
innovative and unique business ideas.

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

cities can register their business ideas online. The company will select about 10
participants from each city on the basis of their business proposals. This will be
followed by a main city round, in which 1 participant from each city will be
selected. Out of these 19 people, 16 will be selected in the zonal round (4 from
each zone), who will than be take to the national round. The participants will be
mentored and judged by management gurus at every stage of campaign. The
winner of the challenge will be awarded with a WAGONR Rs 10 lacs cash prize
and venture capital (VC) to start their business with.

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

Suzuki, Mr. Shashank Srivastava said, "Unlike other challenges, WAGONR Think
Big Challenge 2, does not stop at business ideas. Multiple tests will be conducted
at each stage of the activity to check skill sets needed for taking the business
ideas to execution. Mentoring sessions will be given for the chosen few before
they meet venture capitalists to present their business proposals. This is a
unique platform for winners to present their ideas to investors for seed capital."

Submitted by Vikas Yogi on January 26, 2011

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CUSTOMER SATISFACTION

Customer satisfaction is equivalent to making sure that product and service performance
meets customer expectations. It is the perception of the customer that the outcome of a
business transaction is equal to or greater than his/her expectation. Customer satisfaction
occurs when the acquisition of products and /or services provides a minimum negative
departure from expectations when compared with other acquisitions and when the
marginal utility of a transaction is equal to or greater than preceding acquisitions.

Customer satisfaction occurs when the perception of the reward from the purchase of
goods or services by the customer meets or exceeds his/her perceived sacrifice. The
perception is a consequence of matching past purchase and consumption experience with
the current purchase.

CUSTOMER SERVICE AND SATISFACTION

We must cultivate our garden. –Voltair

When we talk about customer service and/or satisfaction, we talk about creativity.
Creativity allows us to handle or diffuse problems at hand or later on rather in the
process of conducting the everyday business. We talk about how, or what, does the
organization have to do to gain not only the sale but also the loyalty of the customer.
We want to know the payoff of the transaction both in the short and long term. We
want to know what our customers Want? We want to know if our customers are
satisfied? Satisfaction, Of course, means that what we delivered to a customer met
the customer’s Approval. We want to know if customers are delighted and willing to
come

Back, and so on. Fleiss 2 and Feldman 3 present examples of that delightfulness in their
writings. Fleiss has written about Ben and Jerry’s ice cream and Feldman has discussed
excellence in a cab ride. As important as delightfulness is, some of us minimize it, or
even totally disregard it. At this point, we fail.

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

• Employees must adhere to a rigid chain of command

• Employees are closely supervised

• Conflict—in whatever form—is not allowed

• Rewards are based on carrot-and-stick principles

• Wrong objectives are measure.

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

understand the strategy for customer service quality, and next we must understand the
measurement and feedback cycles of Customer satisfaction.

The customer is the person or unit receiving the output of a process on the system. In
fact, it is worth emphasizing that a customer can be the immediate, intermediate, or
ultimate customer. Also, a customer may be a person or persons, or a process or
processes. Customer satisfaction, however, is when the customer is satisfied with a
product/service that meets the customer’s needs, wants, and expectations.

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

Level 1. Expectations are very simple and take the form of assumptions, must have, or
take it for granted. For example, I expect the airline to be able to take off, fly to my
destination, and land safely. I expect to get the correct blood for my blood transfusion
and I expect the bank to deposit my money to my account and to keep a correct tally for
me.

Level 2. Expectations are a step higher than that of level 1 and they require some form of
satisfaction through meeting the requirements and/or specifications. For example, I
expect to be treated courteously by all airline personnel. I went to the hospital expecting
to have my hernia repaired, to be in some pain after it was done, to be out on the same
day, and to receive a correct bill. And I went to the bank expecting the bank teller to be
friendly, informative, and helpful with my transactions.

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Level 3. Expectations are much higher than for levels 1 and 2. Level 3 requires some
kind of delightfulness or a service that is so good that it attracts me to it. For example, an
airline gives passengers traveling coach class the same superior food service that other
airlines provide only for first-class passengers. In fact, I once took a flight where the
flight attendants actually baked cookies for us right there on the plane. When I went to
the hospital, I expected staff to treat me with respect and they carefully explained things
to me. But I was surprised when they called me at home the next day to find out how I
was doing. And at my house closing, the bank officer, representing the bank holding my
mortgage, not only treated me with respect and answered all my questions about my new
mortgage, but just before we shook hands to close the deal, he gave me a housewarming
gift.

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CUSTOMER SATISFACTION SURVEYS HELP TO:

Improve customer, client, or employee loyalty.

React quickly to changes in the market.

Identify and capitalize on opportunities.

Beat the competition.

Retain or gain market share.

Increase revenue.

Reduce costs.

Post sales follow up

PSF’s are done in order to get the first hand feedback form the customer about the
experience that they had during the sales and delivery process.

The first PSF is done within the 72 hours of delivery and the voice or exact wordings of
the customer are recorded. The next PSF call is made after 15 days after the vehicle is
delivered. The feedback form system is a very important tool to obtain customer’s
feedback on the experience that the customer had during the purchase of his/her car.

Steps to be followed after receiving customer complaint:

Firstly customer acre manager gives a control number to all complaints received and
records the same in the customer complaints control register.

Then customer acre manager gets in touch with the customer over the phone and
expresses regret on the inconvenience faced by the customer

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

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The customer care manager along with the concerned DSE, then visits the customer,
hands over the letter and takes satisfaction note from the customer

Then he sends a copy of the letter and the satisfaction note to Maruti Udyog Ltd. And
also files a copy of the same in the customer complaints register/file.

Then the CCM discusses the customer complaints in the weekly meeting with the general
manager on SSI with the entire showroom staff. Necessary counter measures are taken to
ensure that such complaints are not repeated in future.

All sales staff and managers review customer care activities on daily, weekly and
monthly basis. The SSI review meet is conducted regularly.

Moments of truth

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

If you get what you expected

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

If you get less than you expected

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

If you get more than you expected

When customers don’t complain they go somewhere else……….

Customers don’t complain. They pass on their dissatisfaction to their colleagues , family ,
greengrocer, suppliers , consultants, managers , sports club, grandparents, neighbours,
director, to you…….

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According to Maruti

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

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

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

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

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

How you communicate

Your words 7%

Your voice 35%

Your body language 58%

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CHAPTER – 4 : DATA ANALYSIS

DATA ANALYSIS

No. of
Knowledgeable Salesperson Respondents Percentage
Strongly Disagree 0 0%
Disagree 0 0%
Neither Disagree Nor Agree 0 0%
Agree 86 86%
Strongly Agree 14 14%

90 Strongly Disagree
80
70
60 Disagree

50
40 Neither Disagree Nor
30 Agree
20
10 Agree

0
No. of Percentage Strongly Agree
Respondents

86% people agreed that the sales persons are knowledgeable and 14% strongly disagreed
that the sales persons are knowledgeable.
Employees spent enough time with No. of
you before sales Respondents Percentage
Strongly Disagree 0 0%
Disagree 0 0%
Neither Disagree Nor Agree 0 29 0%
Agree 64 64%
Strongly Agree 36 36%
64% people agreed that the sales persons spent enough time with them before the sales
and 36% strongly agreed with this.

Employees spent enough time with No. of

you during sales Respondents Percentage
Strongly Disagree 0 0%

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

62% agreed that sales persons spent enough time with them during the sales , while 34%
strongly agreed that the sales persons spent enough time with them during sales and only
4% disagreed with this.

Employees spent enough time with No. of

you after sales Respondents Percentage
Strongly Disagree 0 0%
Disagree 22 22%
Neither Disagree Nor Agree 0 0%
Agree 54 54%

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 Strongly Agree 26 26%

60% agreed that the sales persons spent enough time with them after sales ,26% strongly
agreed with this and 14% disagreed that the sales persons spent enough time with them
after sales.

No. of
Display of Merchandize Respondents Percentage
Strongly Disagree 0 0%
Disagree 0 0%
Neither Disagree Nor Agree 0 0%

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Agree 94 94%
Strongly Agree 6 6%

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

No.Of Percentag
Availability of the Product Respondents e
Strongly Disagree 0 0%
Disagree 4 4%
Neither Disagree Nor Agree 0 0%
Agree 91 91%
Strongly Agree 5 5%

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91% agreed that the availability of the product was there, 5% strongly agreed that the
availability was there while only 4% said they disagreed with this.

No. of
Vehicle in Good Condition Respondents Percentage
Strongly Disagree 0 0%
Disagree 2 2%
Neither Disagree Nor Agree 0 0%
Agree 82 82%
Strongly Agree 16 16%

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82% agreed that the vehicle was in good condition when delivered ,16% strongly agreed
with this whereas only 2% disagreed with this.

No. of
Prices Are Affordable Respondents Percentage
Strongly Disagree 0 0%
Disagree 12 12%
Neither Disagree Nor Agree 15 15%
Agree 21 21%
Strongly Agree 52 52%

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 60 Strongly Disagree

50

40 Disagree

30
Neither Disagree Nor Agree
20

10
Agree
0
No. of Percentage
Respondents
Strongly Agree

64% strongly agreed that the prices are affordable , 21% agreed that the prices are
affordable whereas only 15% said that they neither disagreed nor agreed with this.

No. of
Attractive Discounts Offered Respondents Percentage
Strongly Disagree 0 0%
Disagree 26 26%
Neither Disagree Nor Agree 0 0%
Agree 47 47%
Strongly Agree 27 27%

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55% agreed that the discounts offered are attractive , 34% strongly agreed with this while
11% disagreed and said that the discounts offered were not attractive.

No. of
Offered A Test Drive Respondents Percentage
Strongly Disagree 0 0%
Disagree 20 20%
Neither Disagree Nor Agree 0 0%
Agree 74 74%
Strongly Agree 6 6%

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74%agreed that the test drive was offered to them ,6% strongly agreed that the test drive
was offered while 20% disagreed with this.

Post Sales Follow Up Done No. of

Regularly Respondents Percentage
Strongly Disagree 0 0%
Disagree 15 15%
Neither Disagree Nor Agree 0 0%
Agree 59 59%
Strongly Agree 26 26%

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59%agreed that the post sales follow ups are done regularly , 26% srongly agreed and
15%disagreed with this.

No. of
Responds To complaints Quickly Respondents Percentage
Strongly Disagree 0 0%
Disagree 9 9%
Neither Disagree Nor Agree 12 12%
Agree 61 61%
Strongly Agree 18 18%

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64% agreed that the response to complaints is quick ,18% strongly agreed , 12% neither
agreed nor disagreed and 6% disagreed with this.

Service At Maruti Service Station No. of

Is Excellent Respondents Percentage
Strongly Disagree 0 0%
Disagree 4 4%
Neither Disagree Nor Agree 0 0%
Agree 82 82%
Strongly Agree 14 14%

82% said that the service at maruti service station is excellent , 14% strongly agreed
while only 4% disagreed with this.

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Careful With Personal No. of
Information Respondents Percentage
Strongly Disagree 0 0%
Disagree 0 0%
Neither Disagree Nor Agree 8 8%
Agree 85 85%
Strongly Agree 7 7%

85% agreed that yes they were careful with personal information, strongly agreed with
this and 8% neither agreed nor disagreed.

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All The Commitments Are No. of
Fulfilled Respondents Percentage
Strongly Disagree 0 0%
Disagree 7 7%
Neither Disagree Nor Agree 0 0%
Agree 6 6%
Strongly Agree 87 87%

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

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 No. of
Value For Money Respondents Percentage
Strongly Disagree 0 0%
Disagree 0 0%

Neither Disagree Nor Agree 0 0%

Agree 2 2%
Strongly Agree 98 98%

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

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Are you aware of the following facilities provided by maruti

No. of
Maruti insurance Respondents Percentage
Yes 98 98%
No 2 2%

100
90
80
70
60
50
40
Yes No
30
20
10
0
No. of Respondents

98% said yes that they are aware about maruti insurance while only 2% said that they
were not aware.

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 No. of
Extended warranty Respondents Percentage
Yes 97 97%
No 3 3%

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

No. of
True value Respondents Percentage
Yes 98 98%
No 2 2%

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

Maruti finance No. of Percentage

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 Respondents
Yes 75 75%
No 25 25%

75% said that they were aware about maruti finance and 25% said that they were not
aware of it.
No. of
Autocard Respondents Percentage
Yes 84 84%
No 16 16%

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

No. of
Genuine Accessories Respondents Percentage
Yes 85 85%
No 15 15%

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85% said that they were aware of genuine accessories available and 15% said they were
not aware.

What is your overall opinion about Maruti ?

No. of
Choice Respondents Percentage
Very bad 0 0%
Bad 0 0%

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

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

How likely would you recommend maruti?

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

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CHAPTER- 5: FINDINGS AND RECOMMENDATIONS

FINDINGS

On an average more than 73% people feel that the prices are affordable whereas 12% do
not agree, 74% believe that attractive discounts are offered whereas 26% are not satisfied
with the discounts offered. 20% said that the test drives are not offered and 15% said that
post sales follow ups are not done regularly whereas 85% said that they were done
regularly but people feel that it is the people’s car as it is satisfactory on all other
parameters: knowledgeable sales persons , employees spent enough time before and
during sales, display of merchandise is attractive, availability of product, variety of
merchandize, vehicle in good condition, prices are affordable, attractive discounts are
offered, décor of the waiting area is pleasing, responds to complaints quickly, service at
maruti service station is excellent, careful with personal information and is value for
money . The overall opinion about maruti is very good.

RECOMMENDATIONS

• More test drives should be offered.

• Should be more particular about Post Sales Follow Up as it shows the concern of
the company with the customer.

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

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50
ANNEXURE
QUESTIONNAIRE FOR DEALERS

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

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

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

Strongly Disagree Neither agree Strongly
disagree agree agree
Nor
disagree
Knowledgeable sales person
Employees spent enough time
with you: before sales
During sales
After sales
Display of merchandise is
attractive
Availability of the product
Variety/selection of merchandise
Vehicle in good condition
Prices are affordable
Attractive discounts offered
Décor of the waiting area is
pleasing
Offered a test drive
Post sales follow ups are done
regularly
Responds to complaints quickly
Service at Maruti service station is
excellent
Careful with personal information
All the commitments are fulfilled
Value for money

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52
Q.3)Are you aware of the following facilities provided by maruti

Yes No
Maruti insurance
Extended warranty
True value
Maruti finance
Autocard
Genuine accessories

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

Very Bad Neither Bad Good Very

Bad Nor Good Good
1 2 3 4 5

Q.5) How likely would you recommend Maruti?

Very Very
Unlikely Likely
1 2 3 4 5

Date Sign

Thank You for your prestigious time.

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BIBLIOGRAPHY

54
BIBLIOGRAPHY

Books:

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

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

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

Websites:

• www.marutiudyog.com
• www.google.com

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