CHAPTER-1

1.1 INTRODUCTION

Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction
is defined as the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals. In a survey of nearly 200 senior marketing managers, 71 percent
responded that they found a customer satisfaction metric very useful in managing and
monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.

Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be

able do this, firms need reliable and representative measures of satisfaction.

In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and
will likely rate their experience as less than satisfying. For this reason, a luxury resort, for
example, might receive a lower satisfaction rating than a budget moteleven though its
facilities and service would be deemed superior in 'absolute' terms.

1
2
1.2 NEED OF THE STUDY :

To determine customer satisfaction level of Marutis four wheeler.To understand the market
position of the competitors.To determine why customer prefers Marutis four wheeler.

1.3 CONCEPTUAL DISCUISSION :

Maruti Suzuki India Limited (MSIL) has topped JD Powers customer satisfaction ratings for
the 11th year in a row. The automaker scored 849 points on a 1000-point scale in a study
conducted by the market research firm, which looks at five factors while measuring a
companys Customer Satisfaction Index (CSI). These are service quality, vehicle pick-up,
service advisor, service facility and service initiation. Fiat and Honda are at the second and
the third positions, respectively.The CSI this year was based on a survey that included 5,800
car owners and covered 60 car models. All vehicles included in the survey were bought
between May 2015 and August 2016.
According to the study, CSI performance across the auto industry has improved remarkably
in 2016, reflecting manufacturers increasing focus on enhancing customer experience at their
dealerships. The report also says that customers satisfied with a companys service are likely
to remain loyal to the given brand and its dealerships.

3
CHAPTER - 2

LITERATURE REVIEW

To match the needs of customers not only in case of private people but of businesses and
companies target marketing is needed. To obtain a particular market firstly, a marketer has to
prepare a marketing research, after which he segments the market, and then targets a single
segment or series of segments and finally positions with the segments.

4
CHAPTER : 3

RESEARCH METHODOLOGY

3.1 PURPOSE OF STUDY

This is chapter explain various methods & techniques used in this research study with their
suitability. This part of the research report is very much important because it explain the
methods; concept & procedures followed by the researcher study the problem. It is helping to
the reader to understand whole the easily.

As marketing research does not address itself to basic or fundamental question. It does not
quality as basic research on the country, it tackles problem, which seem to have immediate
commercial potential. In view of this major consideration. Marketing research should be
regarded as applied research. We may also say that marketing research is of both types-
problem solving and problem oriented.

Marketing research is a systematic and objective study of problem pertaining to the

marketing of goods and service. It may be emphasized that is it not restricted to any particular
area of marketing but is applicable to all its phases and aspects

The American Marketing Association (AMA) has defined Marketing research follows
Marketing research is the function which the consumer, Identify and define marketing
opportunities &problems; generate, refine and Evaluate marketing actions; monitor marketing
performance; and improve Understanding of a market as a process.

Marketing Research specified the information required to address these issues; designs the
method for collecting information. Managers and Implements the data collection process;
analyses the results; the Communications the findings and their implications.

3.2 REASEARCH OBJECTIVE

O To determine customer satisfaction level of Marutis four wheeler.

O To understand the market position of the competitors.
O To determine why customer prefers Marutis four wheeler.

5
3.3 REASEARCH METHODOLOGY

3.3.1 REASEARCH DESIGN

A research design in the specification of methods and procedures for acquiring the needed
information it is the overall operational pattern of frame work of the project that stipulates
what information is to be collected from which sources by what procedures

To achieve objectives of my project study I have selected the exploratory research & also the
causal research.

3.3.2 DATA COLLECTION

Primary data:

Primary data is the data which is collected by the research at first hand.

Sources

To collect primary data the questionnaire system is uses through market survey. Structured
non disguised questionnaire is applied in which question are listing in prearranged on paper
and where the object of inquiry is revealed to the respondent I have contented the customer
and interviewed them by personally & by telephones. The analysis of the collected data
through questionnaire is given in the later part of the project.

Secondary data:
Secondary data whether internal or external is the data already collected by others for propose
other then solution of the problem at hand.
Secondary sources are:

www.marutiudhyog.com

www.marutisuzuki.com

6
3.3.3 LIMITATION

A good report describes and explains the results derived at through the study. As
a result, whatever limitation occurs in the study, also creep into the report and
become the limitations of the report. In Short, it can be said that a study is as
accurate as the limitations of its study. Every project has its own limitations and
so did mine. I have listed a few of the limitation of my studies below:

The survey was limited only to the physical boundaries of the city of New
Delhi and thereby limited in the population studied.

The time period of the survey being only two months, it was not possible
to conduct a highly in-depth and detailed study, which in turn might
affect the findings.

Different people have different thought process and different attitudes. As

a result, their manner of answering the questions of the study differs.
Therefore, the answers received were sometimes good while sometimes
they were negative.

7
 CHAPTER : 4

FINDINGS & ANALYSIS

1. Most of the people agreed that the sales persons are knowledgeable

2. Most of the people agreed that the sales persons spent enough time with
them before the sales

3. Most of the people agreed that sales persons spent enough time with them
during the sales

4. Most of the people agreed that the sales persons spent enough time with
them after sales

5. Most of the people agreed that the display of merchandize was attractive

6. Most of the people agreed that the availability of the product was there

7. Most of the people agreed that there was variety/selection of merchandize

8. Most of the people agreed that the vehicle was in good condition when
delivered

9. Most of the people strongly agreed that the prices are affordable

10. Most of the people agreed that the discounts offered are attractive

11. Most of the people agreed that the dcor of the waiting area was pleasing

12. Most of the people agreed that the test drive was offered to them

13. Most of the people agreed that the post sales follow ups are done
regularly

14. Most of the people agreed that the response to complaints is quick

8
15. Most of the people said that the service at maruti service station is
excellent

16. Most of the people agreed that yes they were careful with personal
information

17. Most of the people strongly agreed that all the commitments were fulfilled

18. Most of the people said yes that they are aware about maruti insurance

19. Most of the people said that they were aware about maruti finance

20. Most of the people said that they were aware of genuine accessories
available

21. Most of the people said that there overall opinion about maruti was that it
is very good

9
 ANALYSIS

Q1. Are the sales persons knowledgeable?

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%

100
90
80
Strongly Dis agre e
70 Dis agre e Ne ithe r Dis agre e Nor Agre e Agre e
60
50
40
30
Strongly Agre e
20
10
0
No. of Respondents Percentage

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

10
 Q2. Do employees spend enough time with you before sales?

No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 0 0%

Neither Disagree Nor Agree 0 0%

Agree 64 64%

Strongly Agree 36 36%

100
80
60
Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree
40
20
0
No. of Respondents Percentage

Analysis : 64% people agreed that the sales persons spent enough time with them before the
sales and 36% strongly agreed with this.

Q3. Does employees spent enough time with you during sales?

11
 No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 4 4%

Neither Disagree Nor Agree 0 0%

Agree 62 62%

Strongly Agree 34 34%

100
90
80
70
60
Strongly
50 Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree
40
30
20
10
0
No. of Responde nts Pe rce ntage

Analysis: 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.

Q4. Does employees listen to you after sales?

No.of Respondents Percentage

12
Strongly Disagree 0 0%

Disagree 21 21%

Neither Disagree Nor Agree 0 0%

Agree 53 53%

Strongly Agree 26 26%

100

90

80

70

60

50Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

40

30

20

10

0
No. of Respondents Percentage

Analysis: 53% agreed that the sales persons spent enough time with them after sales ,26%
strongly agreed with this and 21% disagreed that the sales persons spent enough time with
them after sales.

Q5. Maruti displays their merchandize.

Display of Merchandize No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 0 0%

13
Neither Disagree Nor Agree 0 0%

Agree 94 94%

Strongly Agree 6 6%

100

90

80

70

60

50Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

40

30

20

10

0
No. of Respondents Percentage

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

Q6. Is there availability of the Product ?

No.Of
Availability of the Product Respondents Percentage

14
Strongly Disagree 0 0%

Disagree 4 4%

Neither Disagree Nor Agree 0 0%

Agree 91 91%

Strongly Agree 5 5%

100
90
80
70
60
50
Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree
40
30
20
10
0
No. of Respondents Percentage

Analysis: 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.

Q7. Do they provide Variety/Selection of Merchandize ?

Variety/Selection of Merchandize No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 6 6%

15
Neither Disagree Nor Agree 0 0%

Agree 87 87%

Strongly Agree 7 7%

100
90
80
70
60
Strongly Disagree
50 Disagree Neither Disagree Nor Agree Agree Strongly Agree

40
30
20
10
0
No. of Respondents Percentage

87% agreed that there was variety/selection of merchandize whereas 7% strongly agreed that
enough variety was there and 6% disagreed with this.

Q8. Vehicles are in Good Condition.

Vehicle in Good Condition No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 2 2%

16
Neither Disagree Nor Agree 0 0%

Agree 82 82%

Strongly Agree 16 16%

100
90
80
70
60
Strongly Disagree
50 Disagree Neither Disagree Nor Agree Agree Strongly Agree
40
30
20
10
0
No. of Respondents Percentage

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

Q9. Prices provided by Maruti Are Affordable.

Prices Are Affordable No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 12 12%

17
Neither Disagree Nor Agree 15 15%

Agree 21 21%

Strongly Agree 52 52%

100

90

80

70

60

50 Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

40

30

20

10

0
No. of Re s ponde nts Pe rce ntage

Analysis: 52% 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. and the
rest 12% totally disagree.

Q10. Do Maruti gives discount offers ?

Attractive Discounts Offered No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 26 26%

Neither Disagree Nor Agree 0 0%

Agree 47 47%

18
Strongly Agree 27 27%

100
90
80
70
60
Strongly Disagree
50 Disagree Neither Disagree Nor Agree Agree Strongly Agree

40
30
20
10
0
No. of Respondents Percentage

Analysis: 47% agreed that the discounts offered are attractive , 27% strongly agreed with
this while 26% disagreed and said that the discounts offered were not attractive.

Q11. Dcor Of The Waiting Area Is Pleasing.

Dcor Of The Waiting Area Is Pleasing No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 0 0%

Neither Disagree Nor Agree 0 0%

Agree 80 80%

Strongly Agree 20 20%

19
 100

90

80

70

60
Strongly Disagree
50 Disagree Neither Disagree Nor Agree Agree Strongly Agree

40

30

20

10

0
No. of Respondents Percentage

Analysis: 80%agreed that the dcor of the waiting area was pleasing while 20% strongly
agreed that the dcor of the waiting area was pleasing.

Q12. Offered A Test Drive ?

Offered A Test Drive No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 20 20%

Neither Disagree Nor Agree 0 0%

Agree 74 74%

Strongly Agree 6 6%

20
 100

90

80

70

60

50 Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

40

30

20

10

0
No. of Respondents Percentage

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

Q13. Post Sales Follow Up Done Regularly ?

Post Sales Follow Up Done Regularly No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 15 15%

Neither Disagree Nor Agree 0 0%

Agree 59 59%

Strongly Agree 26 26%

21
 100
90
80
70
60
50Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

40
30
20
10
0
No. of Respondents Percentage

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

Q14. Do they respond to complaints Quickly ?

Responds To complaints Quickly No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 9 9%

Neither Disagree Nor Agree 12 12%

Agree 61 61%

Strongly Agree 18 18%

22
 100

90

80

70

60

50Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

40

30

20

10

0
No. of Respondents Percentage

Analysis: 61% agreed that the response to complaints is quick ,18% strongly agreed , 12%
neither agreed nor disagreed and 9% disagreed with this.

Q15. Service at Maruti Service Station Is Excellent ?

Service Is Excellent No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 4 4%

Neither Disagree Nor Agree 0 0%

Agree 82 82%

Strongly Agree 14 14%

23
 100
90
80
70
60
50Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

40
30
20
10
0
No. of Respondents Percentage

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

Q16. Are they careful With Personal Information ?

Careful With Personal Information No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 0 0%

Neither Disagree Nor Agree 8 8%

Agree 85 85%

Strongly Agree 7 7%

24
 100

90

80

70

60

50Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

40

30

20

10

0
No. of Respondents Percentage

Analysis: 85% agreed that yes they were careful with personal information, strongly agreed
with this and 8% neither agreed nor disagreed. and the rest 7% strongly disagree.

Q17. All the Commitments Are Fulfilled ?

All The Commitments Are Fulfilled No.of Respondents Percentage

Strongly Disagree 0 0%

Disagree 7 7%

Neither Disagree Nor Agree 0 0%

Agree 6 6%

Strongly Agree 87 87%

25
 100

90

80

70

60

50 Strongly Disagree Disagree Neither Disagree Nor Agree Agree Strongly Agree

40

30

20

10

0
No. of Respondents Percentage

Analysis: 87% strongly agreed that all the commitments were fulfilled and 6% agreed with
this. while the 7% disagree with this

Q18. Are you aware of the facilities provided by Maruti ?

Maruti insurance No.of Respondents Percentage

Yes 98 98%

No 2 2%

26
 100

90

80

70

60
Yes No
50

40

30

20

10

0
No. of Re s ponde nts Pe rce ntage

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

Q19. Maruti provides finance service ?

No. of finance service No. of respondents percentage

Yes 75 75%

No 25 25%

27
 100

90

80

70

60
Yes No
50

40

30

20

10

0
No. of Res pondents Perce ntage

Analysis: 75% said that they were aware about maruti finance and 25% said that they were
not aware of it.

Q20. Do they provide genuine Accessories ?

No.of
Genuine accessories respondents percentage

Yes 85 85%

No 15 15%

28
 100

90

80

70

60
Yes No
50

40

30

20

10

0
No. of Responde nts Perce ntage

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

Q21. What is your overall opinion about Maruti ?

Choice No.of Respondents Percentage

Very bad 0 0%

Bad 0 0%

Neither bad nor good 0 0%

Good 4 4%

Very good 96 96%

29
 100

90

80

70

60

50 Very bad Bad Neither bad nor good Good Very good

40

30

20

10

0
No. of Re s ponde nts Pe rce ntage

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

SWOT Analysis:-

30
STRENGTHS

Bigger name in the market.

Trust of People.
Maruti Suzuki India limited Ltd. is the market leader for more than a decade.
Has a great dealership chain in the market.
Better after sales service.
Low maintenance cost of vehicle.

WEAKNESSES

Lesser diesel models in the market compare to others.

Global image is not that big.

31
 Exports are not that good.

OPPURTUNITIES

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

Introduction of more diesel models. The diesel car segment is growing.
Opportunity to grow bigger by entering into bigger car markets.
Already a market leader so great opportunity to be the king of market in every stage
of industry.

THREATS

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

To the market share, as many big names are coming in the industry.
There is hardly any diesel models.
Rs. 1 lakh Rs. 1.5 lakh car.

CONCLUSION

32
 From the findings and analysis it is clear that Maruti Car is highly
preferred when compared to the other brands of car in the same segment.

With the analysis through the survey conducted for a period of 2 months
in Delhi on the customer satisfaction at maruti, the findings and analysis
shows that 80% of the consumers are happy with the dealer and also sales
service and rest 20% of them says that they are dissatisfied.

Since each customer is like an asset for an organization the company

should try to improve in the area of dissatisfaction.

We know that getting new customer is double the cost of retaining the old
customer so the company should focus on retaining the old customers
whom a in the future purchase the product or recommend others to
purchase the product. Thus they help directly or indirectly for the after
sales of the product.

Change is the only think to retain and attract the customers so the
company should identify the needs and dry to fulfill them.

Appendix

33
 BIBILOGRAPHY

Websites:

www.marutiudyog.com

www.marutisuzuki.com

Books :

Automobile Magazines

Marketing Management by Philip Kotler

Kothari. C. R, Research Methodology, New Age International (P) Ltd., New Delhi

ANNEXURE

34
 FORMAT OF QUESTIONNAIRE

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

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

Sr. no. NEITHER

STRONGLY STRONGLY
QUESTIONS DISAGREE AGREE NOR AGREE
DISAGREE DISAGREE DISAGREE
1- Are the
salesperson
knowledgeable?
Employees spent
enough time
with you: -
2- Before Sales
3- During Sales
4- After Sales
5- Maruti Displays
their
Merchandise
6- Is there
Availability of
Product
7- Do they provide
Variety/Selection
of Merchandise
8- Vehicle are in
good Condition
9- Prices provided
by Maruti are
Affordable

35
10- Do Maruti gives
Discount Offeres
11- Dcor of
Waiting Area is
Pleasing
12- Offered test
derive

13- Post Sales

Follow ups done
regularly
14- Do they
Responds to
Complaints
Quickly
15- Service at
Maruti service
Station Is
Excellent
16- Are they Careful
With Personal
Information

17- All
Commitments
are Fulfilled

Q.3) Are y ou aware of the following facilities provided by Maruti?

YES NO
Extended Warranty
Maruti Finance

36
Genuine Accessories

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

Very Bad Bad Neither Bad Good Very Good
nor Good

Q.5) How likely would you recommend Maruti?

Very Unlikely Unlikely Likely Very Likely

37