Customer Satisfaction On Marthi Suzuki (22222)

CUSTOMER SATISFACTION
CHAPTER-1
1.1 INTRODUCTION
Considering the pace at which SUZUKI Company is growing in India. It is
appropriate to undertake project in a two wheeler company on thus the project work has
been conducted under the title of “A study on customer satisfaction towards SUZUKI
Motor Cycles”. During this study both primary and secondary sources have been
considered for collecting the required information. Secondary data is extracted from the
company’s journals, websites, text book etc. and the primary data is conducted through
direct interview schedules. Based on the survey conducted, it is considered that the
company is providing the services according to customer needs and their after Sales
services are satisfactory.
The study also covers the complete profile of the company as well as the two
wheeler industry. It also reveals the research methodology and also the techniques used
in data collection as well as data analysis. It also provides theoretical information about
sampling plan used to collect the primary data. It has clearly mentioned about objectives,
need, scope and limitations of the study.
Even though this study has certain limitations, it may be very handy for the
company in terms of understanding customer satisfaction and taking some decisions.
The problem that this project has aimed is to study the customer satisfaction
towards SUZUKI Motor cycles in SRI SAI ENTER PRIZES,MADANAPALLE.
The study involves considering questionnaire method which was undertaken

through personal interview with the customers of SRI SAI ENTER
PRIZES,MADANAPALLE.
The questionnaire is simple in structure containing open ended & closed ended
questions, which was designed to obtain the required information from the respondents
keeping in mind the objectives of the study.
The analysis and inferences were made according to the varied opinions of the
respondents regarding the quality of services and behavior of customers towards the SRI
GOPAL AUTOMOBILES AUTHORISED SERVICE CENTER, MADANAPALLE,
Shri Gnanambica Degree College-BBA-2020 Page 1

R.F ROAD MADANAPALLE, and also their opinion towards the competition of two
wheeler vehicles. The customer has given good and excellent ratings for SUZUKI.
1.2 Customer Satisfaction:

Philip Kotler described satisfaction as “it is person’s feelings of pleasure or
disappointment resulting from comparing a product’s perceived performance in relation
to his or her expectation.
Customer satisfaction is the individual’s perception of the performance of the

product or service in relation to his or her expectations. Customer expectations are the
reference points for performance against which service experiences are compared among
the various benefits of customer satisfaction, the most important benefit is that the
customer satisfaction creates loyal customer.
The buyer satisfaction is a function of the closeness between the buyer’s product
expectation and the product perceived performance. If the product performance falls
short of customer expectation the customer is disappointed, if it meets expectation, the
customer is satisfied; it exceeds the expectations, the customers delighted. These feelings
make difference whether the customer buys the products again and talks favors of
unfavorably about the product to others.

1.3. INDUSTRY PROFILE

The two-wheeler industry in India has been in existence since 1955. It consists of
three segments viz., Scooters, Motorcycles, and Mopeds. The increase in sales volume of
this industry is proof of its high growth. In 1971, sales were around 0.1 million units per
annum. But by 1998, this figure had risen to 3 million units per annum. Similarly,
capacities of production have also increased from about 0.2 million units of annual
capacity in the seventies to more than 4 million units in the late nineties. The two
wheeler industry in India began operations within the framework of the national
industrial policy as espoused by the Industrial Policy Resolution of 1956. (Government
of India 1980, 1985, 1992). This resolution divided the entire industrial sector into three
groups, of which one contained industries whose development was the exclusive
responsibility of the State, another included those industries in which both the State and
the private sector could participate and the last set of industries that could be developed
exclusively under private initiative within the guidelines and objectives laid out by the
Five Year Plans (CMIE, 1990). Private investment was channelized and regulated
through the extensive use of licensing giving the State comprehensive control over the
direction and pattern of investment. Entry of firms, capacity expansion, choice of product
and capacity mix and technology, were all effectively controlled by the State in a bid to
prevent the concentration of economic power. However due to lapses in the system, fresh
policies were brought in at the end of the sixties. All sales figures are from various issues
of ACMA, capacity figures from various Five Year Plan documents.
The two-wheeler industry in India has to a great extent been shaped by the
evolution of the industrial policy of the country. Regulatory policies like FERA and
MRTP caused the growth of some segments in the industry like motorcycles to stagnate.
These were later able to grow (both in terms of overall sales volumes and number of
players) once foreign investments were allowed in 1981.
The reforms in the eighties like ‘broad banding’ caused the entry of several new
firms and products which caused the existing technologically outdated products to lose
sales volume and/or exit the market. Finally, with liberalization in the nineties, the
industry witnessed a proliferation in brands. A description of the evolution of the two
wheeler industry in India is usefully split up into four ten year periods. This division
traces significant changes in economic policy making. The Indian economy has faced

with several problems at this time. A foreign exchange reserve were down to two
month’s imports, there were a large budget deficit, double digit inflation, and with
India’s credit rating downgraded, private foreign lending was cut off. Also the Gulf war
in 1990 brought about an increase in oil prices, and India had to import oil for over US$
2 billion (GATT Secretariat, 1993).
The two-wheeler industry in the nineties was characterized by an increase in the

number of brands available in the market which caused firms to compete on the basis of
Fuel-efficiency improved by (60-100) % in the new vehicles. In the seventies,
motorcycle mileage was on an average between 25 to 50 kmpl (kilometer per liter),
which had now improved to 50 to 80 kmpl. For mopeds it improved from 50 kmpl to 80
kmpl. Output of the engines also increased from 3-4 HP to 10 HP per 100 cc. In the two-
wheeler industry, MES was pegged at 2, 00,000 units and 5, 00,000 units of annual
licensed capacity for non-exporting and exporting firms respectively (CMIE, 1990). In
the scooter segment, models with features like self-starter facility, automatic
transmission system, gear-less riding etc. were introduced that were traditionally not
available in scooters. In the motorcycle segment, the new100 cc models compared well
against the existing heavier models of 250 cc, 350 cc etc. as these were lighter and more
fuel-efficient. Joshi and little (1996) discuss the economic crisis of 1991 and the policy
response of the Indian government. The EXIM Scrip was introduced which granted
exporters entitlements worth 40% of their export earnings.
The major players in two wheeler industry are:
 Suzuki
 Hero
 Bajaj
 TVS
 Yamaha
 Honda
 Royal Enfield

CHAPTER-2
2. RESEARCH DESIGN
2.1. Title of study
Customer Satisfaction towards SUZUKI Motors.
2.2 Customer Satisfaction:
Philip Kotler described satisfaction as “it is person’s feelings of pleasure or

disappointment resulting from comparing a product’s perceived performance in relation
to his or her expectation.
Customer satisfaction is the individual’s perception of the performance of the

product or service in relation to his or her expectations. Customer expectations are the
reference points for performance against which service experiences are compared among
the various benefits of customer satisfaction, the most important benefit is that the
customer satisfaction creates loyal customer.
The buyer satisfaction is a function of the closeness between the buyer’s product
expectation and the product perceived performance. If the product performance falls
short of customer expectation the customer is disappointed, if it meets expectation, the
customer is satisfied; it exceeds the expectations, the customers delighted. These feelings
make difference whether the customer buys the products again and talks favors of
unfavorably about the product to others.

2.3 Service & Value:
Service value can be defined as two ways i.e. company defined service and
customer defined service value.
The product value can be defined as the measuring of characteristics or features

of a particular product.
The term personal value refers to the individual ratings or standards of a specific
product.
Image value refers to the value of overall image of a product.
2.4 Statement of the Problem:
This study attempts to analyze and determine the customer satisfaction towards
the factor that influences the customers buying behavior towards SUZUKI Motor Cycles.
In the project, the emphasis is laid to study the customer satisfaction towards
various attribution of SUZUKI.
2.5 Objectives of the Study
The present study has been conducted in order to
1. Understand the present customer satisfaction levels of SUZUKI Motor Cycle

owners in Bangalore.

2. To find out the customer perception and expectation towards SUZUKI.
3. To analyze the customers preference for service center.
4. Suggesting measures for the improvement of the overall performance of

SUZUKI.
5. To analyze the preannounce, services cost, quality of the service rendered by

service center.
2.6 Primary Sources of Data
Primary sources are original sources from which the researcher directly collects data that
have not been previously collected e.g.., collection of data directly by the researcher on
brand awareness, brand preference, brand loyalty and other aspects of consumer behavior
from a sample of consumers by interviewing them,. Primary data are firsthand
information collected through various methods such as observation, interviewing,
mailing etc.
Advantages of Primary Market Research
1) Targeted Issues are addressed. The organization asking for the research has the
complete control on the process and the research is streamlines as far as its objectives
and scope is concerned. Researching company can be asked to concentrate their efforts
to find data regarding specific market rather than concentration on mass market.
2) Data interpretation is better. The collected data can be examined and interpreted by
the marketers depending on their needs rather than relying on the interpretation made by
collectors of secondary data.
3) Recency of Data. Usually secondary data is not so recent and it may not be specific to
the place or situation marketer is targeting. The researcher can use the irrelevant seeming
information for knowing trends or may be able to find some relation with the current
scenario. Thus primary data becomes a more accurate tool since we can use data which is
useful for us.
4) Proprietary Issues. Collector of primary data is the owner of that information and he
need not share it with other companies and competitors. This gives an edge over
competitors replying on secondary data.

Disadvantages of Primary Market Research
1) High Cost. Collecting data using primary research is a costly proposition as marketer
has to be involved throughout and has to design everything.
2) Time Consuming. Because of exhaustive nature of the exercise, the time required to
do research accurately is very long as compared to secondary data, which can be
collected in much lesser time duration.
3) Inaccurate Feed-backs. In case the research involves taking feedbacks from the
targeted audience, there are high chances that feedback given is not correct. Feedbacks
by their basic nature are usually biased or given just for the sake of it.
4) More number of resources are required. Leaving aside cost and time, other resources
like human resources and materials too are needed in larger quantity to do surveys and
data collection.
Methods of gathering primary data could include:
 observation
 interacting with clients
 surveys
 personal interviews
 product tests
 sales testing
 focus groups
 expert opinions.

2.7 Secondary Data:
Secondary data is the data that have been already collected by and readily available from
other sources. Such data are cheaper and more quickly obtainable than the primary data
and also may be available when primary data cannot be obtained at all.
Advantages of Secondary data
1. It is economical. It saves efforts and expenses.
2. It is time saving.
3. It helps to make primary data collection more specific since with the help of
secondary data, we are able to make out what are the gaps and deficiencies and
what additional information needs to be collected.
4. It helps to improve the understanding of the problem.
It provides a basis for comparison for the data that is collected by the researcher
It provides a basis for comparison for the data that is collected by the researcher.
Disadvantages of Secondary Data
1. Secondary data is something that seldom fits in the framework of the marketing
research factors.
2. Accuracy of secondary data is not known.
3. Data may be outdated.
Evaluation of Secondary Data
Because of the above mentioned disadvantages of secondary data, we will lead to

evaluation of secondary data. Evaluation means the following four requirements must be
satisfied:-
1. Availability- It has to be seen that the kind of data you want is available or not. If
it is not available then you have to go for primary data.
2. Relevance- It should be meeting the requirements of the problem. For this we

have two criterion:-
a. Units of measurement should be the same.

b. Concepts used must be same and currency of data should not be outdated.
3. Accuracy- In order to find how accurate the data is, the following points must be
considered: -
a. Specification and methodology used;
b. Margin of error should be examined;
c. The dependability of the source must be seen.
4. Sufficiency- Adequate data should be available.
Robert W Joselyn has classified the above discussion into eight steps. These eight steps
are sub classified into three categories. He has given a detailed procedure for evaluating
secondary data.
1. Applicability of research objective.
2. Cost of acquisition.
3. Accuracy of data.
Secondary data is data available before your research project began.
Sources of secondary data may include:
 Australian Bureau of Statistics (ABS)

 This Department´s Business Resource Centre
 the internet
 libraries
 yellow pages / business directories
 newspapers
 government agencies
 industry expositions / trade shows
 purchased marketing lists that include prospect characteristics
 Data from your own business systems.

CHAPTER-3
3. COMPANY PROFILE
SUZUKI MOTOR CORPORATION
"Way of Life!"
Suzuki Motors is a Japanese company which makes world class cars in India as a
joint venture with Maruti Udyog Ltd. of India. Suzuki is also one of the leading
Motorcycles manufacturers in the world. The company makes sports utility vehicles
(SUVs), all terrain vehicles (ATVs), mini cars, premium and luxury cars.
Quick facts
Michio Suzuki (in Hamamatsu, Shizuoka Prefecture

Founder
Japan)
Country Japan
Year of Establishment 1909
Industry Two wheelers &Cars
Listings & its codes TYO: 7269; OTC: SZKMF
Joint Venture Maruti Udyog Ltd. (in India)
Head Office 300 Takatsuka

Hamamatsu
Shizuoka 432 8611
Japan
India Office Suzuki motor cycle India Private Ltd.
Village Kherki Dhaula, Badshahapur,
NH-8 Link Road, Burgeon (Haryana) -122004

Tel: 91-124-4170700 Fax: 91-124 4117325
3.1 SUZUKI HISTORY
Suzuki has come a very long way in the Indian market since the firm began
selling a small line of inexpensive, lightweight motorcycles here in 1990.Now Suzuki is
one of the world's "Big Four" motorcycle makers, offering a complete range of advanced
street, off-road and race-winning machines. Globally, Suzuki is among the dozen top
automakers, and sells more models than ever stateside. Suzuki serves up a wide array of
outboard motors, many of them featuring electronic fuel injection and four-stroke power.
Suzuki wasn't always the Motor Corporation. In 1909, Michio Suzuki founded the
Suzuki Loom Company in the small seacoast village of Hamamatsu, Japan. Business
boomed as Suzuki built weaving looms for Japan's giant silk industry. Suzuki's only
desire was to build better, more user-friendly looms. For the first 30 years of the
company's existence, its focus was on the development and production of these
exceptionally complex machines.
Despite the success of his looms, Suzuki realized his company had to diversify
and he began to look at other products. Based on consumer demand, he decided that
building a small car would be the most practical new venture. The project began in 1937,
and within two years Suzuki had completed several compact prototype cars. These first
Suzuki motor vehicles were powered by a then-innovative, liquid-cooled, four-stroke,
four-cylinder engine. It featured a cast aluminum crankcase and gearbox and generated
13 horsepower from a displacement of less than 800cc.
With the onset of World War II, production plans for Suzuki's new vehicles were
halted when the government declared civilian passenger cars a "non-essential
commodity." At the conclusion of the war, Suzuki went back to producing looms. Loom
production was given a boost when the U.S. government approved the shipping of cotton
to Japan. Suzuki's fortunes brightened as orders began to increase from domestic textile
manufacturers. But the joy was short-lived as the cotton market collapsed in 1951.
The Motor Corporation
Faced with this colossal challenge, Suzuki's thoughts went back to motor
vehicles. After the war, the Japanese had a great need for affordable, reliable personal
transportation. A number of firms began offering "clip-on" gas-powered engines that
could be attached to the typical bicycle. Suzuki's first two-wheel effort came in the form
of a motorized bicycle called, the "Power Free." Designed to be inexpensive and simple
to build and maintain, the 1952 Power Free featured a 36cc two-stroke engine. An
unprecedented feature was the double-sprocket gear system, enabling the rider to either
pedal with the engine assisting, pedal without engine assist, or simply disconnect the
pedals and run on engine power alone. The system was so ingenious that the patent
office of the new democratic government granted Suzuki a financial subsidy to continue
research in motorcycle engineering. And so was born Suzuki Motor Corporation.
In 1953, Suzuki scored the first of countless racing victories when the tiny 60cc
"Diamond Free" won its class in the Mount Fuji Hill Climb. By 1954, Suzuki was
producing 6,000 motorcycles per month and had officially changed its name to Suzuki
Motor Co., Ltd. Following the success of its first motorcycles, Suzuki created an even
more successful automobile: the 1955 "Suzulight." Suzuki showcased its penchant for
innovation from the beginning.
Coming to the U.S.A.
Suzuki continued its motorcycle racing efforts, developing its engineering skills
and learning everything it could. By 1962, Suzuki was in Europe winning the first-ever
50cc Grand Prix World Championship. A year later, Suzuki won title again, as well as
the 50cc class at the classic Isle of Man TT. It was also in 1963 that Suzuki brought its
newest motorcycles to America. In 1966, the X-6 Hustler became Suzuki's first true
street-legal performance machine, and the fastest Japanese 250cc of the time. A 500cc
model, the Titan, soon followed, and remained in Suzuki's lineup until the 70s.
Suzuki also began competing and winning off-road. In the World Motocross
Championships, long dominated by European makes, Suzuki won the 1971 500cc title
with the help of Roger DeCoster. Soon to be a racing legend, the Belgian and his bright
yellow Suzuki won the World Championship four more times, in 1972, '73, '75 and '76.
Suzuki extended its MX success with an incredible string of victories in the 125cc World
Championship, winning the eight-liter title from 1975 to 1984. And Brad Lackey became
America's first 500cc World Motocross Champion on his works Suzuki in 1982.
Suzuki Goes Off-Shore, and All-Terrain

In 1977, Suzuki took to the water, forming a new company to market its proven
outboard motors in the U.S. By the 1980s, Suzuki was selling a complete lineup of two-
stroke motors, ranging from a modest two-horsepower model to a mighty 225-horse
outboard. Along the way, Suzuki introduced a series of technological breakthroughs: oil
injection, dual-plug heads and Microlink TM, a computerized control system for optimal
engine timing. To demonstrate its confidence in the product, Suzuki also broke through
with the industry's first three-year limited warranty the longest ever offered on a full line
of marine motors, then or now.
In 1982, Suzuki took the lead in the hot new market for all-terrain vehicles by
introducing the first four-wheel ATV the top-selling Quad Runner LT125. This model
led to Suzuki's ATV tagline of today: "First on Four Wheels." A full line of Suzuki
Quads followed the LT125, and competing manufacturers soon offered their own four-
wheeled ATVs.
Suzuki Brings its Cars Stateside
Through the early 80s, Americans largely knew Suzuki for its motorcycles. But
Suzuki's automotive division overseas kept growing. For 30 years, Suzuki had been
building a reputation in Japan as a top manufacturer of small cars. Much of the four-
wheel focus was on four-wheel-drive models with serious off-road abilities. In 1970, the
LJ10 became Japan's first mass-market 4x4.
It wasn't until 15 years later, though, that Suzuki introduced its automotive line to
the US In 1985, American Suzuki opened its automotive division and was the first
manufacturer in the United States to offer a compact sport-utility vehicle. While small in
size, the Suzuki featured real off-road design features such as ladder-type frames, four-
wheel drive and two-speed transfer cases. Suzuki's revolutionary SUVs were snapped up
by hundreds of thousands of Americans who wanted a tough, sporty, and practical means
of transportation.
As with its motorcycles, Suzuki raced its cars. And staying true to its off-road
heritage, Suzuki has long competed in one of America's premier off-road races, the
famed Pikes Peak International Hill Climb. Back in Monster's homeland, the Suzuki
Wagon R was Japan's top-selling vehicle from 1997 to 2000, posting sales of nearly
250,000 units per year. In the process, Suzuki Motor Corporation has become the 12th
largest automotive company in the world.
The growing popularity of Suzuki's in the US was helped by several innovations,

including the Grand Vitara, unveiled in 1998 and the first V6-powered small SUV. In
2001, another new Suzuki moved to the top of the firm's sales charts with the
introduction of the XL-7 - the first affordable seven-passenger SUV and the largest
Suzuki yet built. In the 16 years since Suzuki had sold its first automobiles in the States,
the lineup had expanded from one vehicle to six, including SUVs, sedans and wagons.
More new models are on the way.
3.2 More Racing Success
While Suzuki was just starting up the compact SUV craze, its road racing
motorcycles had already earned a winning reputation at the highest levels of racing. In
1986, Suzuki originated the mass-production repli-racer Superbike with its revolutionary
GSX-R750. Never before had a bike so racy been offered to so many riders. The first
GSX-R was distinguished by its full fairing, a then-unusual square-tube aluminum frame,
and design features that made the Suzuki by far the lightest bike in its class. This
signature Suzuki motorcycle, backed by an outstanding contingency program that paid
riders for results, became the omnipresent club racing machine. Many of the best
American riders of the last 15 years honed their skills on GSX-Rs and some rode to
championships and Daytona glory.
A young, fearless Kevin Schwartz won the Daytona 200-miler in 1988 and
numerous other Superbike races on GSX-Rs prepared by Yoshimura R&D. Jamie James
added to the Superbike championship tally with a title win in 1989. And Suzuki started
its longtime ownership of the near-stock AMA 750cc Super sport Series. Since 1996,
Suzuki has won every 750cc SS title, and virtually every race.
New versions appeared year after year, and some proved nearly as revolutionary
as the first. In 1996, Suzuki unveiled an all-new 750 with a liquid-cooled engine and
twin-spar aluminum frame. Lighter than some of its competitors by 40-plus pounds, the
new GSX-R ruled Super sport racing. With the help of Aussie Mat Malden, this GSX-R
claimed back-to-back AMA Superbike Championships in 1999 and 2000. If that wasn't
enough, the smallest GSX-R won its share of AMA 600cc Super sport races, and a
championship in 1998. Under the care of Team Valvoline Suzuki, the big 1100 won a
long string of WERA National Endurance Championships. In 2001, Mladin and
Yoshimura debuted yet another new low-mass GSX-R750 at Daytona, and easily won

the event. The year also saw the debut of the outrageous GSX-R1000, featuring class-
leading horsepower packed into a ridiculously light 375-pound motorcycle.
While the GSX-Rs collected most of Suzuki's road racing trophies, other notable
wins came around the world. Schwantz, who cut his racing teeth on GSX-Rs, went on to
numerous 500cc Grand Prix victories, and won the World Championship on his Suzuki
RGV500 in 1993. Kenny Roberts Jr. joined Team Suzuki in 1999 and won a slew of
races on his Suzuki V-four before winning his first 500cc World Championship during
the 2000 season. Suzuki once again was on top of the pinnacle of all motorcycle racing.
And, back home in America, Angelle became the first woman to win the NHRA Pro
Stock Bike title that same year. In 2001, she surpassed the famous Shirley Muldowney in
NHRA victories, becoming the most successful woman on the drag strip ever.Off the
pavement, Suzuki saw increasing success as well. In the mid-1990s, under the guidance
of Roger DeCoster (now motocross team manager), Suzuki claimed 125cc AMA East
and West Coast Super cross Championships. DeCoster watched over the pro-class rise of
teen phenom Travis Pastrana, who scored a 125cc Super cross Championship in 2000,
and went on to win the AMA 125cc Outdoor National Championship, too.
In 1999, South African Greg Albertyn won the AMA 250cc Outdoor National
Championship. Before coming to the States, "Albee" had won the 250cc World
Motocross Championship for Suzuki. Frenchman Mickael Pichon recaptured that biggest
of motocross crowns onboard a factory Suzuki in 2001. To date, among all classes,
Suzuki has won more than two dozen World Motocross Championships.
Finally, Suzuki RMs have dominated the newest form of motocross racing, Arena
cross, with the help of multi-time champion Buddy Antunez. The Californian has won
over 100 events and is still going strong.
Award-Winning Technology on the Water
While Suzuki motorcycles dominated on many racetracks, Suzuki outboards

continued to win over boat owners with the best selection and best warranties offered by
any manufacturer. In 1998, Suzuki introduced the industry's first four-stroke, electronic
fuel-injection outboards in the 60-70 horsepower class. These new motors were the first
to combine clean, quiet and efficient four-stroke technology with the performance of
digital sequential electronic fuel injection. The Suzuki’s were honored in winning the

prestigious IMTEC (International Marine Trades Exposition and Convention) Innovation

Award.
In 1999, Suzuki went the next step and introduced the first four-stroke EFI outboards in
the 40-50 horsepower class. Suzuki again won the prestigious IMTEC Innovation Award
for advancements not found on any other motors in their class, including a four-valve-
per-cylinder/dual-overhead-cam design, digital electronic fuel-injection, and a pulse-
tuned, long-branch intake manifold. These breakthrough products have made Suzuki a
world leader in EFI four-stroke outboard technology.
For 2001, Suzuki expanded its advanced four-stroke outboard line with the addition of
two new models the DF90 and DF115. These motors brought Suzuki's renowned
electronic fuel-injected four-stroke efficiency, performance and reliability to a whole
new class of boaters. Now, owners of offshore fishing boats, pontoon boats, aluminum
boats, fiberglass skiffs and more can all enjoy Suzuki's advanced engineering.
The Suzuki Tradition Continues
What was once a small group of dedicated engineers, designing the world's finest
weaving machinery, has today grown into a worldwide company of almost 15,000
people, who create and distribute products in more than 190 nations. Worldwide, Suzuki
sells nearly 1.8 million vehicles a year, surpassing the sales of such renowned marques
as BMW, Mercedes and Saab.
Suzuki motorcycles are the first choice of more than 2 million riders
every year. And global sales of Suzuki outboards continue to grow. Throughout the new
millennium, on two wheels, four wheels, and on the water, Suzuki aims to continue its
tradition of technological trailblazing, and appealing to customers who demand unique
design, value, reliability and superior engineering.
3.3 SUZUKI IN INDIA
The company had 57 production centers spread over 26 countries all over the
world and its vehicles were sold through 134 distributors in 175 countries. Suzuki
entered India through the TVS Suzuki joint venture, originally incorporated as Indian
Motorcycles Pvt. Ltd in 1982. The company came out with a public issue in 1984 and
was named as TVS Suzuki. In the same year, the company launched its first 100-cc
motorcycle, Ind Suzuki which was received well by the market. Differences between

TVS and Suzuki first surfaced in 1992, when TVS approached Suzuki for more funds
and technology for new models, to meet the intensifying competition in the motorcycle
segment.
Reportedly, Suzuki not only refused to provide funds and technology for the new
models, but also created road blocks to the management instead of helping them. A
company watcher said, "Everything without exception had to be approved by Suzuki."
TVS Suzuki was thus left with no option but to use its internal accruals for putting in
place the turnaround strategy. Instead of getting new technology from Suzuki, TVS
Suzuki had to re-engineer the basic Suzuki models, which led to the launch of the
Samurai and the Shogun. The next major dispute between the two parties arose in the
mid 1990s, when Suzuki, which had around 26% stake in the company's equity holding,
expressed its desire to increase the equity holding.
Analysts also opined that other than the Fiero, Max 100 and the Samurai, there
was no technological collaboration from Suzuki and the transition period of 30 months
was long enough for TVS to become technologically self-reliant. Meanwhile, the
company's name was changed to TVS Motor Company Limited in November 2001. In
December 2001, TVS Motor Company opted for an early end to the licensing agreement
with Suzuki and asked for expiry of the agreement by the end of April 2002. According
to reports, the early end of the agreement would result in substantial savings for the
company in the form of royalty which it would have had to pay Suzuki. In early 2002,
with the company having secured around 33,000 bookings for the Victor, analysts
claimed that it was just a matter of time before TVS was accepted to have mastered the
four-stroke technology.
Having parted ways with TVS a while ago, Suzuki comes back to India with a
new bike. Suzuki entered with 125cc Heat in January,2006.
Among the first Japanese two-wheeler makers to treat India to top class bikes,
Suzuki has a huge reputation to live up to here. Together with the TVS group, this
Japanese giant has introduced several successful bike models to our shores through the
1980s and 1990s. But then came a big split, with Suzuki`s departure from the Indian
shores, while TVS continued onwards by itself. Suzuki`s first two models have already
been announced as the Heat and Zeus style variants of one platform.

With a round headlight the Heat is Suzuki`s base model and is clearly a basic
commuter. More than a modern 125, the bike looks more like an entry level bike of
yesteryears with conservative styling a bit outdated for the evolved Indian owner living
in today`s times. Heat had come in three colors for now blue, red and black.
3.4 Employee Development
We believe that the company's growth is based on enhancement of technical and

behavioral skills of the employees. We continually identify the performance gaps and
new skills required keeping into the company's growth in focus. We believe that
Employees are the most important assets of an organization. For enhancement of
technical and behavioral skills of the employees we organize regular training Programs.
Teams from Japan often come to our organization to impart training. Our focus is to
create a healthy Environment where individual employee can achieve maximum
satisfaction.
Suzuki India targets 10 percent share in 150cc segment.
Japanese two-wheeler manufacturer Suzuki's Indian subsidiary hopes to capture a

10 percent market share in the growing 150cc motorbike segment with its new model
GS150R. "The 150cc bike category logs around 45,000 unit sales per month. Within
that the premium segment is the evolving category, in which the new model is slotted."
With an on-road price of around Rs.67, 000 the new model will be pitted against India
Yamaha's FZ16 and R15, Bajaj Auto's Pulsar, Hero Honda's Hunk and TVS Motor's
Apache models.
"The bike has features of premium 150cc bikes at a price that is slightly higher
than the mass market bikes of the segment," The ratio of company's sales between
scooter (Access 125cc) and motorbikes might change to 60:40 a year down the line, from
the current 70:30.Suzuki has one scooter and three motorbike models in its product
portfolio. Last year, the company sold 110,000 units, while the target for the current year
is 175,000 units - scooter and motorbikes put together.
As the scooter has a waiting period, we plan to double the scooter production
capacity to 16,000 units per month."The company will also increase its overall capacity
to 250,000 units by these year-end and 400,000 units over the next three years.

Suzuki to bring power bikes
Having stamped its dominance in the Indian car market, Suzuki Motors is adding
power to its two-wheeler business and working on a new India plan. The company — so
far a marginal player in the two-wheeler market — is planning to assemble 400-600cc
bikes in India, that could see prices of power bikes come down to Rs 4-5 lakh and make
them more affordable for those who love hot wheels.
Suzuki Motorcycle India V-P Atul Gupta told the company would shortly be
sending some of the bikes to Indian vehicle certification agency Automotive Research
Association of India (ARAI), Pune, for homologation.
The Japanese auto major is looking at taking the completely-knocked down

(CKD) kit route which would nearly halve the duties, against the 100% import duty on
fully-built units. Though small in numbers, the market for 500-cc motorcycles could
expand in coming years as income levels go up and manufacturers like Suzuki start local
manufacturing That would offer the best-in-technology products. At present, Royal
Enfield is the sole manufacturer of 500 cc bikes in India.
The company could get models like GS500, GSR600 and RMZ-450 from its
international stable. Suzuki India has already brought a few models of its legendary 1300
cc Hayabusa for display which might also hit the roads along with its 1600cc B-King
(priced at Rs 10-lakh plus).Gupta said government’s move to relax certification process
for 800-cc plus vehicles (by accepting certification from EU against existing policy of
only from the country of origin) would also help in launch of these bikes in India. But
mass market is the one which is going to be bread and butter for the company, like any of
its competitors. Suzuki has lined up two new models in 2008, primarily targeted at the
urban markets. While one will be in the 150-cc segment, the other could be a premium
offering in the 125-cc segment.
It is also looking at launching a 200 cc bike, though Gupta said a final decision
would be taken closer to the launch.
A key element of Suzuki’s plans — which includes doubling of investment and

production capacity by 2010 — is the expansion of sales network. Atul Gupta said, it
intends to set up a network of 400 outlets over the next three years, compared to 140
stores at present. And, during this period its investment could reach Rs 700 crore while

the Gurgaon facility could be churning out 4 lakh two-wheelers by 2010, compared to
1.7 lakh at present.Suzuki is looking to position itself as a premium technology brand in
India before flooding the market with its products. Gaining a foothold in India is a
daunting task for any company as the Munjal-Honda JV, Hero and Bajaj Auto
commands for a majority share of the market.
3.5 Latest Models Of Suzuki
Suzuki GS 150
Suzuki Heat-125cc
Suzuki Zeus-125cc
Suzuki Access-125cc
Hayabusa-1300cc
Suzuki swish -125cc
Suzuki sling shot-125cc
Suzuki hayate-112cc

CHAPTER-4:
DESIGN OF THE STUDY METHODS OF DATA COLLECTION
DATA COLLECTION
4.1 Research Design
“Research designed is the arrangement of condition for collection and analysis of

data in a manner that aims to combine Relevance to the research work with economy in
procedure”.
It is the same statement or specification of procedures for collecting and

analyzing the information required for the solution of same specific problems. It provides
a scientific framework for conducting some research investigation.

4.2 Data Collection Method
The project work involves the process of primary data collection through
questionnaire method and the process of secondary data collection by studying various
books required for the project and information regarding the company was taken from
the Internet and company brochures.
The collection of primary data involved questionnaire method and was

undertaken through personal interviews and it includes 100 respondents, which was done
in the SRI GOPAL AUTOMOBILES AUTHORISED SERVICE CENTER,
MADANAPALLE, Outlet in Madanapalle.
The interview was targeted on individuals and the outcome of the study is as follows:
1) Due to course interaction between respondents and researchers more accurate

information is collected.
2) Inference was drawn studying entire situation.
3) It has been possible to identify real events or situations.
The Secondary data collection was done by referring various Books and by
browsing internet. The books referred are Marketing Management by Philip Kotler.
4.3 Sampling Design
Sampling design is a basic unit containing the elements of population to be

sampled. The sample unit for the study are consumers.
Sample Size
For this study a sample of 100 consumers were chosen.
Sampling Technique
The sampling technique used for this research is simple random sampling.

Sample Description
Sampling is defined as the selection of some part of an aggregate of total. On the

basis of which a judgment or interface can be done on the aggregate of total. Thus
sampling is the process of obtaining information on an entire population by examining
only a part of it.
Research is only one of the branches of information. Research is a systematic and

intelligent investigation or study. Research is primarily concerned with the investigation
analysis and measurement of a particular problem. Research has got wider meaning and
scope.

4.4 DATA ANALYSIS AND INTERPRETATION

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR SEX
TABLE NO: 1
SR. NO. SEX TOTAL PERCENTAGE
01 MALE 92 92%
02 FEMALE 8 8%
(Source: primary source)
Analysis:
From the above table we can see that Male respondents have more decision
making power than Females with 92% of the respondents compared to 8% of the female
category.
GRAPH: 1

Female
8%
Male
92%
Interpretation:
It is clear that Suzuki is having more male customers compare to that of female
customers.
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

OCCUPATION
TABLE NO: 2
Analysis
From the above table it is clear that 50% i.e. 50 respondents are in Pvt Sector,
followed by 25% or 25 respondents are Govt Employees, 15% or 15 respondents are in
Business and 10% Students i.e. 10 respondents being the least
SR. NO. OCCUPATION TOTAL PERCENTAGE
01 BUSINESS 15 15%
02 GOVT. EMPLOYEE 25 25%
03 STUDENT 10 10%
04 PVT. EMPLOYEE 50 50%
GRAPH NO: 2
50
50
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40 Degree College-BBA-2020 Page 27
30 25
20 15
Interpretation:
Here Private employees are the maximum number of customers when compared
to other group of customers.
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR

INCOME
TABLE NO: 3

Analysis:
From the above table it can be observed that 62% of respondents belong to
10,001 – 20000 income group, followed by 15% in the income group Below 10,000 and
23% in the income group 20,001 and above.
SR. INCOME TOTAL PERCENTAGE

NO.
01 BELOW 10,000 15 15%
02 RS. 10,001 – 20,000 62 62%
03 20,001 & ABOVE 23 23%
GRAPH NO: 3
70
62
60
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40
30 23
Interpretation:
The income group of RS 10,000 to 20,000 is the more customers to the Suzuki
motor cycles. This shows the medium salary income level people are the more buyers of
two wheelers.
SR. EDUCATIONAL TOTAL PERCENTAGE

NO. QUALIFICATION
01 GRADUATE 50 50%
02 POST GRADUATE 30 30%
03 DIPLOMA 8 8%

04 SSLC & BELOW 12 12%
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR

QUALIFICATION
TABLE NO: 4
Analysis:
From the above table 50% of the respondents are Graduates followed by 30%
Post Graduates, 8% Diploma holders and 12% are below SSLC.
Interpretation:
With respect to educational qualification Graduates are the half of the total
customers to Suzuki compared to other customers
CLASSIFICATION SHOWING STYLING OPINION OF SUZUKI

BIKES AMONG THE RESPONDENTS
TABLE NO: 5
Analysis:
From the above table 56% i.e. 56 of the respondents find the Bikes attractive
followed by 34% or 34 respondents who find it good and 10% i.e. 10 respondents needs
more changes.

S STYLI TO PERCE
R NG TA NTAG
. OPINI L E
N ON
O
.
0 ATTR 56 56%
1 ACTIV
E
0 GOOD 34 34%
2 GRAPH NO: 5
0 NEED 10 10%
3 S
MORE 60 56
CHAN 50
GE
40
34
30
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20 Page 32
10
10
Interpretation:
Styling of Suzuki Two wheelers is attractive for most of the customers but
somehow still it has to work to improve its styling.

CLASSIFICATION SHOWING RESPONDENTS VIEW OF FUEL

EFFICIENCY OF SUZUKI BIKES
TABLE NO: 6
SR. NO. FUEL EFFICIENCY TOTAL PERCENTAGE
01 GOOD 62 62%
02 AVERAGE 28 28%
03 NEEDS TO IMPROVE 10 10%
Analysis
From the table it is clear that 62% of the respondents feel that the fuel efficiency
is good whereas 28% feel that it is average and 10% suggest that it needs to improve.

GRAPH NO: 6
70
62
60
50
40
30 28
20
10
10
Good Average Needs to Improve
Interpretation:
It is clear from the graph that Suzuki motor cycles are having good fuel
efficiency.

CLASSIFICATION SHOWING RESPONDENTS VIEW OF POWER

OF SUZUKI BIKES
TABLE NO: 7
(Sources: primary sources)
SR. NO. POWER TOTAL PERCENTAGE
01 GOOD 60 60%
02 AVERAGE 32 32%
Analysis:
From the table it is clear that 60% of the respondents feel that the fuel efficiency
is good whereas 32% feel that it is average and 8% suggest that it needs to improve.
GRAPH NO: 7
60
60
Interpretation:
It is clear that the Suzuki motorbikes are having good power & pick up to ride.

TABLE SHOWING RESPONDENTS VIEW OF MAINTENANCE OF

SUZUKI BIKES
TABLE NO: 8
Analysis:
From the above table 60% of the respondents feel that the bikes require very less
maintenance whereas 36% feel it requires Zero maintenance and 4% feels that the
maintenance is more.
SR. MAINTENANC TOTA PERCENTAG

NO E L E
.
01 ZERO 36 36%
MAINTENANCE
02 VERY LESS 60 60%
03 MORE 4 4%
MAINTENANCE
GRAPH NO: 8

60
60
50
40 36
30
20
10
4
Zero Maintenance Very Less More Maintenance
Interpretation:
Here from the above table we can conclude that the maintenance of Suzuki motor
cycles are very less & some of the respondents feel that Suzuki motor cycles need not
need any maintenance at all.
CLASSIFICATION SHOWING RESPONDENTS VIEW OF

HANDLING OF SUZUKI BIKES

TABLE NO: 9
Analysis:
SR. HANDLING TOTAL PERCENTAGE

NO.
01 EXCELLENT 32 32%
02 GOOD 64 64%
From the above table it is clear that the handling of Suzuki is good with 64%,
followed by 32% of the respondents feels that it is Excellent and only 4% feel the need
for it to improve.
GRAPH NO: 9
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60
50
INTERPRETATION:
It is clear that the handling of Suzuki bikes is good and excellent from the
respondent’s point of view.
CLASSIFICATION SHOWING RESPONDENTS VIEW ON

PRICING OF SUZUKI BIKES
TABLE NO: 10

Analysis
From the above table it is seen that 56% of the respondents feel that the pricing of
Suzuki is Affordable while 34% feel that it is Competitive whereas 10% feel that the
price is comparatively high.
SR.NO PRICING TOTA PERCENTAG

. L E
01 AFFORDABLE 56 56%
02 COMPETITIVE 34 34%
03 COMPARATIVEL 10 10%
Y HIGH
GRAPH NO: 10
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50
Interpretation:
From this we can say that the prices of Suzuki two wheelers are affordable to
more than half of the customers.
CLASSIFCATION SHOWING RESPONDENTS VIEW ABOUT

ADVERTISING STRATEGY OF SUZUKI BIKES
TABLE NO: 11
Analysis:
From the above table it is analyzed that 52% of the respondents feel that the
Advertising strategy is the motivating factor in their purchasing Suzuki whereas 34%
feel that it is informative and 14% feel that it makes no difference.
SR. ADVERTISIN TOTA PERCENTAG

NO G STRATEGY L E
.
01 MOTIVATING 52 52%
02 INFORMATIV 34 34%
E
03 MAKES NO 14 14%
DIFFERENCE
GRAPH NO: 11
60
52
Interpretation:
It is clear that majority of the customers feel that the advertisements of the Suzuki
motor cycles are motivating and informative. This leads them to move to the show
rooms.
CLASSIFICATION SHOWING RESPONDENTS OPINION ON

OCCASSIONAL DISCOUNTS / FREE GIFTS OFFERED BY
SUZUKI BIKES
TABLE NO: 12

Analysis:
From the above analysis it is seen that 68% of the respondents feel the occasional
discounts and free gifts are attractive to the customers purchasing Suzuki bikes while
20% of the respondents feel the gifts and discounts are insufficient compared to other
companies while 12% feel that it makes no difference.
DISCOUNTS / TOTA PERCENTAG

SR. FREE GIFTS L E
NO
.
01 ATTRACTIVE 68 68%
02 INSUFFICIEN 20 20%
T COMPARE
TO OTHER
GRAPH BRANDS NO: 12
03 MAKES NO 12 12%
DIFFERENCE
70 68
60
50
40
30
Interpretation:
Here the company is giving free gifts and discounts to satisfy the customers. That
may be in the form of free service or price discounts etc., Most of them feel that they are
attractive.
CLASSIFICATION SHOWING RESPONDENTS OPINION ON THE

NUMBER OF NEW MODELS RELEASED BY SUZUKI IN A YEAR
TABLE NO: 13
Analysis
From the above analysis it is seen that 88% feel that the new models are not
satisfactory whereas 12% feel that the number of bikes released are satisfactory.

GRAPH NO: 13
SR. SATISFACTIO TOTA PERCENTAG

NO N LEVEL L E
.
Yes
01 YES 12 12% 12%
02 NO 88 88%
No
88%
Yes No
Interpretation:
Respondents are not happy with the number of new models released by Suzuki.
They feel that the Suzuki should increase the models every year.
CLASSIFICATION SHOWING MODE OF PURCHASE BY THE

RESPONDENTS.
TABLE NO: 14
Analysis:
SR. NO. MODE OF PURCHASE TOTAL PERCENTAGE

01 INSTALMENT PURCHASE 64 64%
02 SPOT CASH 36 36%
From the above table it is seen that 64 percent of the respondents prefer to buy
the bikes on installment basis whereas only 36% prefer to pay the spot cash and
purchase the vehicle.
GRAPH NO: 14
Spot Cash
36%
Instalment
64%
Instalment Spot Cash
Interpretation: Here we can conclude that majority of customers go for installment

purchase instead of spot cash.
TABLE NO: 15
Analysis:
SR. NO. AWARENESS OF TOTAL PERCENTAGE

INSTALMENT SCHEME
From the above table it is seen that 100% of the respondents are aware of the
Installment schemes offered by SRI GOPAL AUTOMOBILES AUTHORISED

01 YES 100 100%

SERVICE CENTER, MADANAPALLE, .
GRAPH NO: 15
No
0%
Yes
100%
Interpretation: Yes No
It is clear that respondents are aware about the installment schemes offered by
SRI GOPAL AUTOMOBILES AUTHORISED SERVICE CENTER,
MADANAPALLE
TABLE SHOWING RESPONDENTS OPINION OF PROCESSING

TIME TAKEN AT SRI GOPAL AUTOMOBILES AUTHORISED
SERVICE CENTER, MADANAPALLE,
TABLE NO: 16
Analysis:

From the above graph it is seen that the processing time taken is quick with 60%
of the customers opting for followed by 40% saying that it is reasonable and no
customers have to say that it takes long time.
SR. NO. OPINION ON PROCESSING TOTAL PERCENTAGE

TIME
01 REASONABLE 40 40%
02 QUICK PROCESSING 60 60%
03 TAKES LONG TIME 0 0%
GRAPH NO: 16
Takes long
time
0%
Reasonable
Shri Gnanambica Degree College-BBA-2020 40% Page 51
INTERPRETATION:
Respondents feel that SRI GOPAL AUTOMOBILES AUTHORISED SERVICE

CENTER, MADANAPALLE, delivers the vehicles faster after payment of cash or
booking.
CLASSIFICATION SHOWING RESPONDENTS OPINION ON

DOCUMENTS REQUIRED FOR INSTALLMENT PURCHASE
TABLE NO: 17
Analysis:
From the above table it is analyzed that the documents required for purchasing the bike
through installments is manageable with 100% of the respondents reacting positive.

SR. DOCUMENTS TOTAL PERCENTAGE

NO. REQUIREMENT FOR
INSTALLMENT PURCHASE
01 TOO MANY 0 0%
02 MANAGEABLE 100 100%
GRAPH NO: 17
Too Many
0%
Manageable
100%
Shri Gnanambica Degree College-BBA-2020

Too Many Manageable Page 53
INTERPRETATION:
Majority of respondents feel that the documents required for installment purchase
scheme are less and are manageable.

CLASSIFICATION OF RESPONDENTS OPINION ON WHETHER

THE SHOWROOM IS ATTRACTIVE.
TABLE NO: 18
Analysis:
From the above table it is analyzed that the Showroom is attractive with 94% adhering to
it while 6% feeling it is not attractive and needs change.
SR. NO. SHOWROOM TOTAL PERCENTAGE

ATTRACTIVE
01 YES 94 94%
02 NO 6 6%

GRAPH NO: 18
No
6%
Yes
94%
INTERPRETATION:
It is clear that the SRI GOPAL AUTOMOBILES AUTHORISED SERVICE CENTER,

MADANAPALLE, show room is attractive as majority of the respondents feels that it
Yes No
is attractive.

TABLE SHOWING RESPONDENTS OPINION ON WHETHER THE

LATEST VERSION OF SUZUKI MOTOR CYCLES IS DISPLAYED.
TABLE NO: 19
Analysis:
From the above table it is analyzed that SRI GOPAL AUTOMOBILES AUTHORISED
SERVICE CENTER, MADANAPALLE, are displaying the latest bikes with 100% of
the respondents agreeing it.
SR. NO. DISPLAY OF LATEST TOTAL PERCENTAGE

VERSION OF SUZUKI BIKES
01 YES 100 100%
02 NO 0 0%
GRAPH NO: 19

No
0%
Yes
100%
Yes No
INTERPRETATION:
From the above data we can say that the SRI GOPAL AUTOMOBILES AUTHORISED
SERVICE CENTER, MADANAPALLE, has displayed all the latest version of Suzuki
bikes.

TABLE SHOWING RESPONDENTS OPINION ON CUSTOMER

CARE REPRESENTATIVE’S OVERALL ATTITUDE TOWARDS
JOB.
TABLE NO: 20
Analysis:
From the above analysis it is inferred that 75% of the Customer Care Executives are
Professional, followed by 25% of them being Responsive.
S OVERA TO PERCE
R LL TA NTAGE
. ATTITU L
N DE
O TOWAR
. DS JOB
0 PROFES 75 75%
1 SIONAL
0 RESPON 25 25%
2 SIVE
0 NON- 0 0%
3 RESPON
SIVE

GRAPH NO: 20
80 75
70
60
50
25
40
30
20
10
0
0
Professional Responsive Non-Responsive
INTERPRETATION:
Three fourth of the respondents feels that customer care representatives attitude towards
job is good and they are professional.

CHAPTER 5: SUMMARY OF FINDINGS
5.1. FINDINGS
1. Most of the Suzuki customers are satisfied with the service given by the company and so
the company must not compromise in giving a good service for its customers.
2. Most of the customers are satisfied with the fuel efficiency of their motor cycles. And
the company must release fuel efficient bikes since fuel prices are getting hiked very
often.
3. Many customers are satisfied with the maintenance costs, handling and mileage of their
motor cycles.
4. An important point to be noted is that many customers feel that the prices of Suzuki
motor cycles are affordable than the competitors and so the company must not try to
increase the price since price of their motor cycles are differentiating the company from
its competitors.
5. The occasional discounts and gifts given by the company are very attractive and it is
noticed that the sales are also increasing during these special occasional days and so the
company must try to continue its traditional way of giving discounts during festival days.
6. Some customers feel that the company releases only few models during a year and so
they don’t have more choices to select and so the company must try to increase its
models every year so that the customers will have more choices to select.
7. Most of the customers are also satisfied with the installment facility provided by the
company and even they feel that the processing time and the documents required are not
too many and so the company can continue giving installment facility for their
customers.
8. Most of the customers are satisfied with the attractiveness of the showroom and the
company must try to maintain the outlet clean and green.
9. The customers are also satisfied with the overall attitude of the employees towards the
customers and many feel that the sales force are very professional and responsive.
10. Even many customers are satisfied with the service given by the outlet and they felt
happy that they deliver their motor cycle on time after the service.

CHAPTER 6:
RECOMMENDATIONS/SUGGESTIONS&CONCLUSION:
6.1.SUGGESTIONS:
1. The fuel efficiency and the maintenance have to be looked upon as major factors
influencing the purchase of any vehicle. The company’s R & D team has to look into
the feature of more mileage with less maintenance cost.
2. Suzuki has to improve on its styling factor and make it more attractive at affordable price
so that youth prefer to buy the motor cycle.
3. The pricing of Suzuki is also a major factor, with the increase in competition, and the
competitors are doing all they can do to improve their sales. Suzuki should see to it that
the price range is so attractive that it soothes the eye and catches everyone’s attention.
4. SUZUKI must try to release more models so that the customers will have more options
to select.
5. More and more discounts and better gifts help in gaining more customers, the company
should innovate certain buy back schemes and heavy festival offers to improve its Sales.
6. Advertisements strategy needs to improve and should give frequent number of

advertisements in television and newspapers in order to reach the people and even the
company can also sponsor some television shows which are now becoming very crazy in
the youth.
7. Since Dealers play a major role in improving the sales of the company the company must
try to give a good margin to dealers.
8. The Staff members should behave Equal & Good, before & after selling of Vehicle.
9. The customer complaints regarding any segment should not be ignored and should be
treated with full attention.
10. Engine cooling system should be improved so that Driving become comfortable.
11. The company can capture the female segment market by releasing new attractive models
by giving them more choices to select.

12. Customers should be made aware that SRI GOPAL AUTOMOBILES AUTHORISED
SERVICE CENTER, MADANAPALLE, cares for them and it is the motto of the
company to help customers to get what they want and procure new spares and gadgets
for the better look and performance of the motor cycle.
13. Referrals and recommendations help the company to increase the sales and customers for
the company. With increased competition, competitors are seeing to it that they capture
the buyers and impress on them that they are the best. With improved customer service,
better display and better team work profits can be improved.
14. As the concept of ‘GO GREEN’ is becoming more popular the company can enter into
the market of electric motor cycles.
From the Data Analysis and Interpretation the above findings and suggestions are made
and hence the below objectives are satisfied.
1. Understanding the present customer satisfaction levels of Suzuki Motor Cycles.
2. Finding out the customer perception and expectation towards Suzuki Motor Cycles.
3. Analyzing the customer preferences for service centers.
4. Suggesting measures to improving the overall performance of the Suzuki motor Cycles.

6.2.CONCLUSION
The study, I have carried out at SRI GOPAL AUTOMOBILES AUTHORISED

SERVICE CENTER, MADANAPALLE, succeeded fairly well in popularizing the retail
outlet among Bangalore target group.
The following things have been absorbed during the study.
1. The prices of the products in SRI GOPAL AUTOMOBILES AUTHORISED

SERVICE CENTER, MADANAPALLE, are reasonable and acceptable to the
buyers.
2. The customers of SRI GOPAL AUTOMOBILES AUTHORISED SERVICE

CENTER, MADANAPALLE, (SUZUKI) are very loyal because they are
satisfied with the service they receive before and after sales and so the customers
patronize and recommend SRI GOPAL AUTOMOBILES AUTHORISED
SERVICE CENTER, MADANAPALLE,to their friends and relatives.
3. Some customers visit for at least once a month for regular service to improve on
the accessories of the bike.
4. SRI GOPAL AUTOMOBILES AUTHORISED SERVICE CENTER,

MADANAPALLE, is a reputed name for the past few years. But it should
improve on the storage space for accommodating more spares and accessories.
5. SUZUKI is a reputed brand name and has wider customer acceptance throughout
the country and even abroad therefore the quality they provide helps to improve
the referrals capacity which leads to greater sales.
By the research it was found that most of ‘SUZUKI’ users were students, Private
employee and of the income group above 10000 per month ‘SUZUKI’ has been selected
by the customers because of its high mileage and less maintenance.
Referrals to potential customers by present users of ‘SUZUKI’ are reasonable as

the satisfaction derived from the performance of ‘SUZUKI ‘is rated high, hence, the
saying “A satisfied customer is our best advertisement” seems to be true.

BIBLIOGRAPHY
Philip and Keller, Kevin Lane, “Marketing Management”; Prentice- Hall of
India, New Delhi-110064, 12th edition, 2009.
Evans, Joel and Berman Barry, “Marketing Management”; Engage

Learning, New Delhi-110092, 2008 edition.
WEBSITE
www.suzukimotorcycle.co.in
www.google.com

ANNEXURE
QUESTIONNAIRE
The Degree of Customer satisfaction towards the service offered SRI
GOPAL AUTOMOBILES AUTHORISED SERVICE CENTER,
MADANAPALLE, (With reference to SUZUKI Motor Cycles).
1) NAME : ___________________________
2) AGE : _______________
3) SEX : M  F 
4) OCCUPATION : Business  Govt Employee
Student  Pvt Employee 
5) INCOME : Below 10000 
Rs. 10001 – 20000 
Rs. 20001- & Above 
6) EDUCATIONAL QUALIFICATION: Graduate  Post Graduate 
Diploma  SSLC & Below
a) Which Model of Suzuki Motorcycle do you own: ______________?
B) Year of Purchase : ______________________
What is your opinion on?
c) Styling
Attractive  Good  Need More Change 
D) Fuel Efficiency
Good  Average  Needs to Improve 
E) Power
Good  Average  Need to Improve 

F) Maintenance
Zero Maintenance  Very Less  More Maintenance 
g) Handling
Excellent  Good  Needs to Improve 
7) What is your opinion on pricing of SUZUKI Motor Cycle?
Affordable  Competitive  Comparatively High
8) What you feel about advertising strategy of SUZUKI?
Motivating  Informative  Makes no Difference
9) What is your opinion on occasional discounts /
free gifts offered by SUZUKI?
Attractive  Insufficient compared to other brands 
Makes no Difference 
10) Are you satisfied in the number of Models released in a year?
Yes  No 
11) What was your Mode of Purchase?
Installment Purchase  Spot Cash 
If Yes
a) Are you aware of the Installment Scheme offered at
SRI GOPAL AUTOMOBILES AUTHORISED SERVICE CENTER,

MADANAPALLE?
Yes  No 
b) Opinion on Processing Time?
Takes a long time  Reasonable 

Quick Processing 
c) Opinion on Documents required for Installment Purchase?
Too many  Manageable 
12) Is the Showroom Attractive?
Yes  No 
13) Do you find the Display of all the latest version of
SUZUKI Motor Cycles?
Yes  No 
14) What is your opinion on customer care representative
overall attitude towards their Job?
Professional  Responsive  Non Responsive 
15) What is your opinion on the Service of SRI GOPAL AUTOMOBILES

AUTHORISED SERVICE CENTER, MADANAPALLE?
Immediate & Efficient  Reasonably Efficient 
Need to Improve 
16) Do you find all your required accessories & spare parts of
SUZUKI at SRI GOPAL AUTOMOBILES AUTHORISED SERVICE

CENTER, MADANAPALLE?
Yes  No 
17) Would you recommend SUZUKI Cycle to others?
Yes  No 
If No, please specify: _____________________________
18) Would you recommend SRI GOPAL AUTOMOBILES AUTHORISED

SERVICE CENTER, MADANAPALLE?
Yes  No 
If No, please specify: ___________________________
19) On the Whole did you get your money’s worth?
Yes  Maybe  No 

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CUSTOMER SATISFACTION

The study involves considering questionnaire method which was undertaken

Shri Gnanambica Degree College-BBA-2020 Page 1

1.2 Customer Satisfaction:

Customer satisfaction is the individual’s perception of the performance of the

Shri Gnanambica Degree College-BBA-2020 Page 2

1.3. INDUSTRY PROFILE

players) once foreign investments were allowed in 1981.

Shri Gnanambica Degree College-BBA-2020 Page 3

The two-wheeler industry in the nineties was characterized by an increase in the

The major players in two wheeler industry are:

Shri Gnanambica Degree College-BBA-2020 Page 4

Customer Satisfaction towards SUZUKI Motors.

2.2 Customer Satisfaction:

Philip Kotler described satisfaction as “it is person’s feelings of pleasure or

Customer satisfaction is the individual’s perception of the performance of the

Shri Gnanambica Degree College-BBA-2020 Page 5

2.3 Service & Value:

The product value can be defined as the measuring of characteristics or features

Image value refers to the value of overall image of a product.

2.4 Statement of the Problem:

2.5 Objectives of the Study

The present study has been conducted in order to

1. Understand the present customer satisfaction levels of SUZUKI Motor Cycle

Shri Gnanambica Degree College-BBA-2020 Page 6

2. To find out the customer perception and expectation towards SUZUKI.

3. To analyze the customers preference for service center.

4. Suggesting measures for the improvement of the overall performance of

5. To analyze the preannounce, services cost, quality of the service rendered by

2.6 Primary Sources of Data

Advantages of Primary Market Research

Shri Gnanambica Degree College-BBA-2020 Page 7

Disadvantages of Primary Market Research

 interacting with clients

Shri Gnanambica Degree College-BBA-2020 Page 8

2.7 Secondary Data:

Advantages of Secondary data

1. It is economical. It saves efforts and expenses.

4. It helps to improve the understanding of the problem.

Disadvantages of Secondary Data

2. Accuracy of secondary data is not known.

3. Data may be outdated.

Evaluation of Secondary Data

Because of the above mentioned disadvantages of secondary data, we will lead to

2. Relevance- It should be meeting the requirements of the problem. For this we

a. Units of measurement should be the same.

Shri Gnanambica Degree College-BBA-2020 Page 9

a. Specification and methodology used;

b. Margin of error should be examined;

c. The dependability of the source must be seen.

4. Sufficiency- Adequate data should be available.

1. Applicability of research objective.

Secondary data is data available before your research project began.

Sources of secondary data may include:

 Australian Bureau of Statistics (ABS)

Shri Gnanambica Degree College-BBA-2020 Page 10

Michio Suzuki (in Hamamatsu, Shizuoka Prefecture

Year of Establishment 1909

Industry Two wheelers &Cars