PROJECT REPORT ON

CUSTOMER SATISFACTION ON MERCEDES – BENZ.

* UNDER GUIDENCE OF –
-PROF. – MEGHA JOSHI.

A REPORT SUBMITTED TO

STUDENT DECLARATION

We hereby declare that the project report titled, “ A RESEARCH PROJECT ON THE CUSTOMER
SATISFACTION ON MERCEDES BENZ “ submitted by us to the faculty of liberal studies , Marwadi
University is a bonafide work undertaken by us and it is not submitted to any other university or
institution for the award of any degree diploma / certificate or published any time before .
DATE -
PLACE – Rajkot

CERTIFICATE

This is to certify that project work embodied in this dissertation titled “ Customer
satisfaction of

DATE:-
PLACE: - Rajkot

______________ ______________ ______________

Guide Program Head Dean
Prof. Megha Joshi Prasanta Chatterjee Biswas Dr. Sunil Kumar Jakhoria

PREFACE

As a part of B.Com and also to gain a practical knowledge in the field of management .
I have successfully completed the project report.

In this project report , there are various concepts and many information mentioned about
the model selection and marketing .

This project report is helped us to get our knowledge enhanced by getting to know the
how models are selected marketed and some examples of it also knowing . We really
thankful to Marwadi University for helping us getting the particular knowledge of the
project . Though we have tried our best to make a report error free . We apologized for
any mistakes found which is not deliberately.
 ACKNOWLEDGEMENT

The final outcome of this report required a lot of guidance and many information from
the many people and many faculties also . I am really thankful to Prof. Megha Joshi for
her guidance in this project report .

We are really grateful as we have managed to submit the report in given time . And this
would not have been possible without the proper guideline and also help of my team
member who is working with me in this project .

We are thankful to our Dean Dr. Sunil Kumar Jakhoria We are also thankful to Program
coordinator Prasanta Chatterjee Biswas and our project guide Prof. Megha Joshi and other
faculty member of the college for their valuable guidance and help in the preparation of
this report .
 EXECUTIVE SUMMARY

It is important to know what models are more selected and what are less preferred by
the customers of Mercedes Benz . Without having the knowledge of model selection , one
cannot use the proper marketing strategy for the products selected more or less .

The project is all about the same thing , to get the idea of model selection by various
mode of data such as primary data , secondary data , quantitative analysis , and many
graphs and charts which shows that which model or product is more selected or
preferred by the customers of Mercedes Benz .

The study has shown that marketing strategy of the company improved as the current
models are more reliable and technological than the previous models ; thus , here the
report will show the records of the company as it was earlier and in present with the
help of the charts and diagrams.

Proper marketing strategy helps the entity to fly high like a bird or it may can ruin the
entity .
 INDEX

SR.NO PARTICULAR
1 Introduction
2 Review of Literature
 1) Introduction

Responsible for introducing the culture of luxury cars in India, Mercedes Benz is one of the most
celebrated car-manufacturers that the world has ever seen, and together with Audi and BMW, it
constitutes what is popularly known across the globe as the 'German Big 3' of luxury automakers
- a group consisting of the biggest sellers of regal rides in the world, all hailing, coincidently,
from Germany. The beginning of Mercedes Benz can be traced back to the year 1886 - the same
year that saw the company's founder, Karl Benz, create the legendary Benz Patent Motorwagen
that is till date regarded as the first petrol-powered car ever to be made. However, it wasn't until
1901 that Mercedes Benz cars actually reached the markets, and not until 1926 that the iconic
Daimler-Benz joint venture was brought into being.
One particular Mercedes car, produced over the 1930s, that gained extreme popularity during the
Nazi era was the 770. Frequently driven, equipped with bulletproof windshields, by none other
than Adolf Hitler himself, one of these 770s still grabs the attention of countless spectators
everyday at the War Museum in Ottawa, Ontario.
On Indian soil, Daimler first set its foot in the year 1994, establishing a fully owned subsidiary
here by the name of Mercedes Benz India Ltd, which was changed to DaimlerChrysler India
Private Ltd after the company established an alliance with Chrysler. But once the stakes of
Chrysler were sold off in 2007 by DaimlerChrysler, the owner group went back to be known as
Daimler AG while its Indian wing was renamed as Mercedes Benz India. Both the headquarters
as well as the passenger car production unit of Mercedes Benz in India are located in Pune,
Maharashtra, while its commercial vehicle plant is situated outside Chennai. The state-of-the-art
research & development center of Mercedes, which was established in 1996 in Bangalore, is the
largest of its kind to be built by the company outside Germany. As for its dealership network,
spanning over

approximately 31 cities of India, Mercedes Benz owns about 31 dealerships and 41 service
centers in the country at present.

"The love of inventing never dies" - Carl Benz

The Mercedes-Benz brand has a rich heritage that spans more than 130 years, one that has
become synonymous with the concepts of excellence, elegance, and innovation. Since Carl Benz
introduced the "Motorwagen" in 1886, customers have depended on Mercedes-Benz vehicles to
elevate their driving lives and to stylishly transport them to any destination. Mercedes-Benz
started from humble beginnings and quickly grew into one of the largest titans in the automotive
industry. That's because the Mercedes-Benz brand is focused on innovation and is constantly
finding new ways to improve the lives of their customers. The team at your local Mercedes-Benz
dealership is honored to carry this remarkable brand and to be associated with the iconic
Mercedes-Benz star.

 
 

-Mercedes Benz Models in India

Mercedes Benz was the first luxury car manufacturer to set foot in India, and that makes its
tenure in the country the longest amongst all present-day luxury automakers of the country. Over
this long span, the company has built itself a remarkably large and immensely strong team of
cars that offers its customers an extremely wide range of body styles, passenger capacity options,
features, quality levels and price brackets to choose from. Currently, the fleet of Mercedes Benz
cars in India comprises of a total of 26 models, which include Mercedes-Benz A-Class
Limousine, Mercedes-Benz GLA, Mercedes-Benz C-Class, Mercedes-Benz AMG a 35 and
Mercedes-Benz AMG GLA 35. Of these 26 available models, only the C-Class, E-Class, M-
Class and S-Class are the ones that are either manufactured or assembled locally in India, the rest
being imported from abroad.
  Mercedes Benz Lowest Price Cars
 

Being a luxury line of cars, affordability is a trait that does not come naturally to Mercedes Benz
cars, particularly for those members of their clan that get directly imported from overseas
manufacturing facilities, such as the CLS-Class, the SLK-Class and the SLS AMG. Still, owing
to the increasing competition and growing localization for Mercedes Benz in India, the cost of
ownership for its cars has definitely come down and new models with much smaller price tags
have emerged as popular choices of Indian buyers. At present, the Mercedes car with the lowest
pricing in India is Mercedes-Benz A-Class Limousine, which comes tagged with a price of Rs
41, 55,000.

-Mercedes Benz Highest Price Cars

 
 
 While the inexpensive models of Mercedes Benz India witnessed a terrific growth over the last
quarter of the fiscal year of 2012-13 with the E-Class alone registering a 25% increase, its ultra-
luxurious range of cars also clocked in pretty amazing sales figures, recording a growth of over
48% in comparison to the final quarter of the preceding fiscal. Designed to provide their buyers
with the ultimate levels of comfort, safety, equipment and style, these royal rides have been
made available in a magnificent range by the German auto-giant in India, the most expensive of
which is Mercedes-Benz AMG GT priced at Rs 2, 71, 40,752.
 
Most Fuel-efficient Mercedes Benz Cars
 
 
 When shopping for a super-luxury car like Mercedes, fuel-efficiency is a quality that is likely to
be found at the very bottom of the list of preferences for most of the buyers. Sought after
particularly for their unmatched class, intimidating road presence and regal comforts, the fate of
these spectacular cars from Germany does not rely on the mileage ratings that their engines
return. However, that does not prevent Mercedes Benz from introducing world-class refinement
and brilliance in its power-mills so that they deliver impressive fuel-economy levels as well
along with mind-blowing power figures. Currently, the most fuel-efficient model that features on
the Mercedes Benz in India lineup is Mercedes-Benz New C-Class, which has been tagged with
a price of Rs 50,01,000.

 - Mercedes Benz Upcoming Cars

 

Mercedes Benz has a pretty extensive fleet of cars in India, which presently comprises of a total
of 26 models, featuring several different body styles including the likes of luxury sedans,
executive sedans, and full-blown luxury crossovers, mid-size SUVs, coupe, grand tourers and
even MPVs. To add to the versatility of this magnificent fleet and widen the scope of reach of
the automaker in the country, some new models belonging to some new categories of
automobiles will soon be joining the Mercedes Benz India plan. These new arrivals, which are
likely to include models like Mercedes-Benz C-Class 2022, Mercedes-Benz EQA, Mercedes-
Benz EQS, Mercedes-Benz GLB and Mercedes-Benz Maybach S-Class 2022, will be giving a
tough competition to the rival clans of BMW and Audi.

2) LITERATURE REVIEW

* Customer Satisfaction

 Customer Satisfaction is a business term and it measures how products and services supplied
by a company meet or surpasses customer expectation. It is seen as a key performance indicator
within business and is part of the four perspectives of a balanced scorecard.

 In a competitive market place where businesses compete for customers, customer satisfaction
is seen as a key differentiator and increasingly has become a key element of business strategy.

*Necessity of Customer Satisfaction

-Organizations are increasingly interested in retaining existing customers while targeting non-
customers.

- Measuring customer satisfaction provides an indication of how successful the organization is at

providing products and/or services to the market place.

- Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to product/service.
- The state of satisfaction depends on a number of both psychological and physical variables
which co-relate with satisfaction behaviors such as return and recommend rate.

-The level of satisfaction can also vary depending on other options the customer may have and
other products against which the customer can compare the organization’s products.

- The basis for the measurement of customer satisfaction with a service is done by using the gap
between the customer’s expectation of performance and their perceived experience of
performance.