A SUMMER INTERNSHIP REPORT ON

“A STUDY ON CUSTOMER SATISFACTION FROM MARUTI

SUZUKI VEHICLE AND IT’S DEALER”

SUBMITTED IN PARTIAL FULFILLMENT FOR THE DEGREE OF MASTER OF

BUSINESS ADMIMISTRATION

BUDDHA INSTITUTE OF MANAGEMENT

GIDA, GORAKHPUR
AFFILIATED TO

Dr A.P.J. Abdul Kalam Technical University Uttar

Pradesh

SUBMITTED BY SUBMITTED TO
BUDDHA INSTITUTE OF MANAGEMENT
ADITYA KUMAR SAXENA
ROLLNO:

MBA 3rd semester

1
 TABLE OF CONTENT

S.NO TOPIC PAGE NO.

1. INTRENSHIP CERTIFICATE 2
2. BONAFIDE CERTIFICATE 3
3. ACKNOWLEDGEMENT 4
4. DECLARATION 5
5. PREFACE 6
6. EXECUTIVE SUMMARY 7-8
7. INTRODUCTION 9-24
8. REVIEW OF LITERATURE 25-26
9. OBJECTIVE OF STUDY 27-28
10. SCOPE OF STUDY 29-33
11. RESEARCH METHODOLOGY 34-36
12. DATA ANALYSIS AND INTERPRETATION 36-52
13. FINDINGS AND SUGGESTION 53-65
14. LIMITATION OF THE STUDY 66-67
15. CONCLUSION 68-69
16. REFERENCE 70-71
17. ANNEXURE 72-77

2
 BONAFIDE CERTIFICATE

This is to certify that ADITYA KUMAR SAXENA is a student of Department of Business

Administration of Buddha Institute of Management, Gida Gorakhpur affiliated to Dr.

A.P.J. Abdul Kalam Technical University, Lucknow Uttar Pradesh registered for Master of

Business Administration (M.B.A.) degree program for the session 2023-2025.

She has successfully completed his summer training project work titled “A Study on the

customer satisfaction from Maruti Suzuki vehicles and its dealers.” under my supervision

in the partial fulfilment for the award of degree of Master of Business Administration. The

project report embodies the original work and studies carried by the student.

Mr. Amit Kumar Pandey Mrs. Deepika Seth

Sales manager Head of Department SBI

Maruti Suzuki Buddha Institute of Management

3
 ACKNOWLEDGEMENT
Apart from efforts of the person doing the report, the success of any report depends largely on the

encouragements and guidance of many others. I take this opportunity to express my gratitude to the

people who have been instrumental in the successful completion of the project report entitled, “A

Study on the customer satisfaction from Maruti Suzuki vehicles and its dealers’’. I would like to

show my deep regards to Maruti Suzuki for giving me an opportunity and a unique platform to earn

exposure and garner knowledge in the field of Finance. I would like to express my sincere gratitude

to Mr. Amit Kumar Pandey (Sales Manager) for guiding me through the report and always pushing

me to my limits to achieve the best. report would have been extremely difficult. It is due to their

dedication and support that I have been able to successfully complete the report. I would also like to

thank the Tennant team members who guided me throughout my journey. I appreciate the staff of

Maruti Suzuki. for their helpful nature and cheerful company.

4
 DECLARATION

I, ADITYA KUMAR SAXENA student of M.B.A. semester 3 rd Buddha Institute of

Management Gorakhpur affiliated with A.P.J. Abdul Kalam Technical University Lucknow

hereby declared that the report on the Summer Training Project report entitled “A Study on the

customer satisfaction from Maruti Suzuki vehicles and its dealers’’ is a result of my own

work.

I declare that this submitted work is done solely by me and to the best of my knowledge, no

such work has been done by other person for the award of post-graduation degree I also declare

that all or diploma. The information collected and used from various secondary sources has

been daily acknowledged in this project report.

Date: ADITYA KUMAR SAXENA

5
 PREFACE

Many students may have done work on this project in different ways. I have also tried to work

on this project in different ways.

It was for the first time I got the opportunity to work in such a prestigious and well-known

organization and things which I have experienced in my training time are going to help me

throughout my lifetime. I have worked on this project with great enthusiasm and zeal. I have

tried to cover almost all the things which I have experienced and learned from company

management.

No doubt at presents the working atmosphere is fine but it needs some alteration keeping in mid

this view. I have suggested some improvement suggestions.

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 EXECUTIVE SUMMARY

The project titled “A Study on the customer satisfaction from Maruti Suzuki vehicles and its
dealers.

It was in 1970 that Sanjay Gandhi envisioned the manufacture of MARUTI which is known
popularly as the people’s car it is MARUTI which is known to give wheels to the nation. The
first car of MARUTI was rolled out on Dec. 14, 1983 after s collaboration with Suzuki
motors.

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

perceived performance in relation to his or her expectation.

If the performance falls short of expectation, the consumer is dissatisfied. If the performance
matches the expectations, her consumer is satisfied. If the performance exceeds expectation,
the customer is highly satisfied or delighted.

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

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

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Customer satisfaction is a marketing term that measures how products or services supplied

by a company meet or surpass a customer's expectation. Customer satisfaction is important

because it provides marketers and business owners with a metric that they can use to manage

and improve their businesses.

"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."

Hisashi Takeuchi named as CEO and MD of Maruti Suzuki

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9
 INTRODUCTION

Introduction to Maruti Suzuki

MARUTI Suzuki India Limited, formerly known as MARUTI UDYOG Limited, is an

automobile manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle

manufacturer Suzuki Motor Corporation. As of January 2016, it had a market share of 47% of

the Indian passenger car market. MARUTI Suzuki manufactures and sells popular cars such

as the Artigas, Alto, Swift, Zen, Celerio, Swift-DZire,SX4 and Omni. The company is

headquartered at New Delhi. In February 2012, the company sold its ten millionth vehicles in

India.

It is a type of public company is deal in Automotive, earlier their name was MARUTI

UDYOG Limited.

It was founded in 1981, its headquarters in New Delhi, India. Their key people R.C.

Bhargava (chairman), Kenichi Ayukawa (Managing Director & CEO).

Their product line is in automobiles. Net income Rs.4, 630.90 crore (US$690 million) (2016)

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 Number of employees working in the organization are 12,900 (2015), their parent company

name is Suzuki Motor Corporation. The slogan of MARUTI Suzuki is “WAY OF LIFE”.

The automotive industry is at the center of India’s new global dynamic. The domestic market

expanding rapidly as incomes rise and consumer credit becomes more widely available.

Manufacturer’s product lines are being continually expanded, as is the local automotive

manufacturing base. Expectation are high that India can develop as a global hub for vehicle

manufacturers and as an outsourcing center that offers the global automotive industry

solution high up the automotive value chain.

Profile of The Company

It is a type of franchise which deals in automobile industry, it is a kind of dealership which

deals only in MARUTI SUZUKI.

MARUTI Suzuki India Limited, formerly known as MARUTI UDYOG Limited, is an

automobile manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle

manufacturer Suzuki Motor Corporation. As of January 2016, it had a market share of 47% of

the Indian passenger car market. MARUTI Suzuki manufactures and sells popular cars such
11
as the Ertiga, Alto, Swift, Zen, Celerio, Swift-DZire,SX4 and Omni.

The company is headquartered at New Delhi. In February 2012, the company sold its ten

millionth vehicles in India.

It is a type of public company is deal in Automotive, earlier their name was MARUTI

UDYOG Limited.

It was founded in 1981, its headquarters in New Delhi, India. Their key people R.C.

Bhargava (chairman), Kenichi Ayukawa (Managing Director & CEO).

Their product line is in automobiles. Net income Rs.4, 630.90 crore (US$690 million)(2016)

12
Number of employees working in the organization are 12,900 (2015), their parent company

name is Suzuki Motor Corporation.

The slogan of MARUTI Suzuki is “WAY OF LIFE”.

The automotive industry is at the centre of India’s new global dynamic. The domestic market

expanding rapidly as incomes rise and consumer credit becomes more widely available.

Manufacturer’s product lines are being continually expanded, as is the local automotive

manufacturing base. Expectation are high that India can develop as a global hub for vehicle

manufacturers and as an outsourcing centre that offers the global automotive industry

solution high up the automotive value chain.

MARUTI UDYOG Limited was established in February 1981, though the actual production

commenced only in 1983. It started with the MARUTI 800, based on the Suzuki Alto kei

car which at the time was the only modern car available in India. Its only competitors were

the Hindustan Ambassador and PREMIER PADMINI. Originally, 74% of the company was

owned by the Indian government, and 26% by Suzuki of Japan. As of May 2007, the

government of India sold its complete share to Indian financial institutions and no longer has

any stake in MARUTI UDYOG.

In 1970, a private limited company named Surya Ram MARUTI technical services private

limited (MTSPL) was launched on November 16, 1970. The stated purpose of this company

was to provide technical know-how for the design, manufacture and assembly of "a wholly

indigenous motor car". In June 1971, a company called MARUTI Limited was incorporated

under the Companies Act. MARUTI Limited went into liquidation in 1977. MARUTI

UDYOG Ltd was incorporated through the efforts of Dr V. Krishnamurthy

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In 1982, a license & Joint Venture Agreement (JVA) was signed between MARUTI UDYOG

Ltd. and Suzuki of Japan. At first, MARUTI Suzuki was mainly an importer of cars. In

India's closed market, MARUTI received the right to import 40,000 fully built-up Suzuki s in

the first two years, and even after that the early goal was to use only 33% indigenous parts.

This upset the local manufacturers considerably. There were also some concerns that the

Indian market was too small to absorb the comparatively large production planned by

MARUTI Suzuki, with the government even considering adjusting the petrol tax and

lowering the excise duty in order to boost sales. Finally, in 1983, the MARUTI 800 was

released. This 796-cc hatchback was based on theSS80 Suzuki Alto and was India’s first

affordable car. Initial product plan was 40% saloons, and 60% MARUTI Van. Local

production commenced in December 1983. In 1984, the MARUTI Van with the same three-

cylinder engine as the 800 was released and the installed capacity of the plant

in Gurgaon reached 40,000 units.

In 1985, the Suzuki SJ410-based Gypsy, a 970 cc 4WD off-road vehicle, was launched. In

1986, the original 800 was replaced by an all-new model of the 796 cc hatchback Suzuki

Alto and the 100,000th vehicle was produced by the company. In 1987, the company started

exporting to the West, when a lot of 500 cars were sent to Hungary. By 1988, the capacity of

the Gurgaon plant was increased to 100,000 units per annum.

MARUTI SUZUKI’S VISION

“The Leader in the Indian Automobile Industry,

Creating Customer Delight and Shareholder’s Wealth;

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 A Pride of India”.

MARUTI SUZUKI’S CORE VALUES

 Customer Obsession

 Fast, Flexible and First Mover

 Innovation and Creativity

 Networking and Partnership

 Openness and Learning

MARUTI SUZUKI’S MISSION

To provide a wide range of modern, high-quality fuel-efficient vehicle in order to

meet the need of different customers both domestic and export markets.

Maruti Quality System

Consumer Satisfaction through Continuous Improvement of our Products and Services by

following PDCA (PLAN-DO-CHECK-ACT) in all functions of our organization.

ISO 9001:2000

Employee Quality Measures

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TS 16949:2002

ISO 9001:2000

Maruti approach to quality is in keeping with the Japanese practice. “Build it into the

product”. Technicians themselves inspect the quality of work. Supervisors educate and

instruct technicians to improve productivity and quality. The movement of quality indicators

is reviewed in weekly meetings by the top management.

In 2001, MUL became the first automobile company anywhere in the world get an ISO

9000:2000 certification. AV Belgium, global auditors for International Organization for

Standardization, Leadership, Involvement of people, process approach, system approach to

Management, Continual improvement etc.,

Maruti’s objective:

Modernization of the Indian Automobile Industry.

Production of fuel-efficient vehicles to conserve scarce resources.

Production of large number of motor vehicles which was necessary for economic growth.

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EVOLUTION OF MARUTI SUZUKI

HISTORY

MARUTI UDYOG Limited was established in February 1981, though the actual

production commenced only in 1983. It started with the MARUTI 800, based on the

Suzuki Alto key car which at the time was the only modern car available in India. Its

only competitors were the Hindustan Ambassador and Premier PADMINI. Originally,

74% of the company was owned by the Indian government, and 26% by Suzuki of

Japan. As of May 2007, the

government of India sold its complete share to Indian financial institutions and no longer

has any stake in MARUTI UDYOG.

In 1970, Sanjay Gandhi the son of Indira Gandhi envisioned the manufacture of an

indigenous, cost effective, low maintenance compact car for the Indian middle class.

Indira Gandhi’s cabinet passed a unanimous resolution for the development and

17
production of a people’s car. Sanjay Gandhi’s company was christened MARUTI

limited. The name of the car was chosen after a Hindu deity named MARUTI Ltd. That

time Hindustan Motors’ Ambassador was the chief car and the company had come out

with a new entrant the premier PADMINI that worked slowly gaining a part of the

market share dominated by the ambassador.

For the next ten years the Indian car market had stagnated at a volume of 30,000 to

40,000 cars for the decade ending 1983. Sanjay Gandhi was awarded the exclusive

contract and license to design, develop and manufacture the “People’s Car.”

These exclusive rights of production generated some criticism in certain quarters, which

was directly targeted at Indira Gandhi. Over the next few years, the company was side

lined to Bangladesh liberation war and emergency. In the early days under the powerful

patronage of Sanjay Gandhi the company was provided with free land, tax breaks and

funds. Till the end of 1970 the company had not started the production and a prototype

test model was welcomed with criticism and skepticisms.

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The company went into liquidation IN 1977. The media perceived it to be another area of

growing corruption. Unfortunately, MARUTI’s started to fly only after the death of Sanjay

Gandhi, when Suzuki motors joined the government of India as a joint venture partnered with

50% share. After his death Indira Gandhi decided that the project should not be allowed to

die.

MARUTI’s entered into this collaboration with Suzuki motors. The collaboration heralded a

revolution in the Indian car industry by producing the MARUTI- 800. It created a record of

taking 13 months’ time to go from design to rolling out cars from a production line. The

production of Maruti-800 in 1983 marked the beginning of a revolution in the Indian

automobile industry. It brought in the latest technology of that time more fuel efficiency and

lower prices that led to the creation of a huge market for all car segments as the Indian,

middle class grew in size. This in turn brought in more players in this segment.

A number of auxiliary car parts making units were set up as more car manufacturers realized

it was more cost effective to make their car parts in India rather than importing them.

MARUTI’s major influence was in helping the component industry in the country because of

its emphasis on localization and indigenization. As in the beginning that sector hadn’t grown

much MARUTI’s had to start dozens of joint ventures with Indian entrepreneurs. It got them

from foreign collaborations that led to collaborations for other manufacturers so that over a

period of time the whole component industry was able to upgrade itself and improve its

quality who had given their income leading to major existing export potential vehicle

components.

It also brought in better methods of financing that allowed more people who given their

income levels could not afford to buy a car on their own, to buy cars. It still remains the

leader not only in the terms of market share but also in customer satisfaction surveys. It has

19
consistently topped J.D. power quality surveys, including 2005.

By the year 1993 the company had sold 1, 96,820 cars. By March 1994 it produced 1 million

vehicles becoming the first Indian company to cross the 2 million marks in October, 1997 and

rolled out 4 millionth vehicles as Alto-LX. Then it introduced Wagon-R followed by

Swift.

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Swift has been a great success in the market. I n 2007 MARUTI came up with SX4 and

GRAND VITARA.

PRODUCTION MILESTONES
 1st vehicle produced, December 1983

 1,00,000 vehicles produced by August, 1986

 5,00,000 vehicles produced by June, 1990

 1st vehicle produced, December 1983

 1,00,000 vehicles produced by August, 1986

 5,00,000 vehicles produced by June, 1990

 10,00,000 vehicles produced by March, 1994

 15,00,000 vehicles produced by April, 1996

 20,00,000 vehicles produced by October, 1997

 25,00,000 vehicles produced by March, 1999

 30,00,000 vehicles produced by June, 2000

 35,00,000 vehicles produced by December 2001

 40,00,000 vehicles produced by April, 2003

 45,00,000 vehicles produced by April, 2004

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CURRENT SCENARIO

Being present in India for over three decades, the country is now the second most important

market for the parent company. Over the next three years, SUZUKI is planning to launch 16

new vehicles in Japan; India will see 14 new vehicles from the Suzuki stable while Europe

and China will see only seven each. MARUTI SUZUKI was expected to play an important

role in the company's expansion plan in West Asia and Africa. But this was before the present

deal, was, announced.

There were expectations earlier that the parent company would increase its stake

in MARUTI SUZUKI from the existing levels of around 56 per cent. But with the setting up

of a 100 per cent subsidiary for manufacturing, it is unlikely that SUZUKI would be keen in

increasing its stake. This is a negative for those who were trading the stock for such an

eventuality.

As a business decision it boils down to the return the parent company will get by investing in

a green field project as compared to increasing its

stake in the listed entity. MARUTI SUZUKI currently trades near its all-time high

level and is giving a dividend yield of less than 0.5 per cent. For SUZUKI capital

appreciation is not a choice as it will not be selling or reducing its stake. Thus, investment in

the listed entity is barely giving any returns to the parent at current valuations. The only other

choice is to create a parallel manufacturing-set-up.

MARUTI Suzuki's Chairman RC Bhargava argues than the green field project is beneficial

for the company as it would not have to sacrifice returns during the gestation period of five

years. According to him, return on capital from the Gujarat car unit will be around 17 per

cent, which is what the company is enjoying at present.

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The Gujarat plant would need a capital expenditure of around Rs3,000 crore,

which MARUTI SUZUKI could have easily managed given its Rs7,500 crore cash level.

According to Bhargava, MARUTI will be free to use the Rs3,000 crore to expand its

marketing set-up. But the company has invested close to Rs5,300 crore in mutual funds,

which no one is stopping it to invest in marketing. Also, the long-term steady return of 17 per

cent that MARUTI could have received if it would have set up the project is any day better

than the uncertain returns on its mutual fund’s investment, even if we take the gestation

period into account.

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FUTURE OF MARUTI SUZUKI

In coming years, Indian automobile industry has automobile has tremendous potential to
grow influenced by many demand drivers.

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

1.1 TOP PLAYERS

 top three manufacturers
1. MARUTI Suzuki
2. Tate motors
3. Hyundai

 Others

1. MARUTI Suzuki
2. Fiat
3. General Motors (Opel, Chevrolet)
4. Ford Hindustan motors,
5. Mitsubishi
6. Honda
7. Hyundai
8. Baja tempo
9. Marinara
10. Maine elect.
11. Mercedes Benz
12. Nissan
13. San engineering
14. Soda
15. Toyota

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25
1.2 Competitors

 MARUTI Ciaz
 Honda City
 Hyundai Verna
 V W Vento
 Daewoo
 Fiat
 Ford
 Hindustan motors
 Honda
 Hyundai
 ICML

 Mahindra
 Mahindra-Renault
 Maini
 MARUTI- Suzuki
 Mitsubishi
 Nissan
 Opel
 Premier

 Skoda
 Tata
 Toyota
 Volkswogen

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 REVIEW OF LITRATURE

1. Consumer Buying Behaviour: Research by Pranay Bokade, Abhishek Pande, and Dr.

Meenal Pendse (2019) focuses on consumer behaviour towards Maruti Suzuki cars in

India. The study highlights factors like brand image, engine efficiency, and advertising

as significant influencers on consumer decisions1.

2. Market Performance: A study by Shinde Govind P. & Dubey Manisha (2011)

analyses the performance of key players in the Indian automobile industry, including

Maruti Suzuki. It examines factors like profitability, managerial efficiency, and SWOT

analysis2.

3. Consumer Satisfaction: Research by Shilpa Singh and Prof. Vidhya Laxmi (2023)

investigates consumer satisfaction with Maruti Suzuki in Vadodara City. The study

identifies car quality, performance, and after-sales service as critical factors

influencing satisfaction3.

These studies provide valuable insights into various aspects of Maruti Suzuki's market presence,

consumer behaviour, and satisfaction levels

27
Some more

Dhruv Mathur, Avdesh Bhardawaj (2018) in their research paper they concluded that the

buying behavior of the consumer about the car is dependent on the brand image of the car and

manufacturer. Also, the engine type and efficiency with the strong advertising are the most

dominant factors which influence the potential consumers. So, the manufacturer needs to maintain

the quality and positioning the brand image in the mind of consumer with the use of an advertising

and marketing which is important factor.

Dr. R. Menaka, K. Ashatha (2014) in their research paper concluded that the continuous

changes in the lifestyle of consumers have reason for the change in the market which leads to the

globalization and integration of economies. The new consumers are difficult to segment by

conventional demographic tools unless the buying behavior of the consumer is fully understood.

Decision on product design, product variants, branding and distribution channels responds if the

consumer preferences are predicted up to a certain extent and proper analysis of the preferences of

consumers, they implement their decisions in order to satisfy the consumer in long run.

Dr Sukhvir Singh, Mr. Inderpreet Singh (2018) in their research paper concluded that

discounts and other offers given by companies more attract to the customers and influence the

customers to buy the product and also concluded that the customers are fully satisfied with

Maruti’s promotional efforts and are well aware of the cars offered by Maruti. As per the analysis

found that majority of the customers are using the specific brand for a very long period of time

which concluded that consumer does not switch easily from one brand to another.

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 OBJECTIVE OF THE STUDY

 To know the Level of Customer Satisfaction on Sales of MARUTI Vehicle.

 To know the Customer Satisfaction on Performance of Dealer.

 To know whether the dealer renders after sales service, and if he, how far the
consumers are satisfied with services rendered by dealer.

 To know the motivated factors to buy the MARUTI vehicle.

 To know the factors that influences the customer, to switch the brand.

 To know the customers are satisfied with price and service network

 To know the whether Maruti performance matching with the customer

expectations.

 To understand the consumer buying behavior towards the Maruti Suzuki cars

 To study the factors influencing the buying behavior of consumer regarding Maruti Suzuki

cars

 To know the preferences of consumer while buying the Maruti Suzuki cars

 To understand the strategies of Maruti Suzuki to attract customers

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The study will analyze Maruti Suzuki's organizational structures, departments,

strategies, corporate social responsibility programs and conduct a SWOT analysis.

It will use historical trends and theories to understand the evolution of Maruti

Suzuki's organization over time.

30
 SCOPE OF THE STUDY

 The Sample Size is Limited, so as to give the accurate information

regarding Customer Satisfaction.

 The scope is very limited, because attitude & expectations of the people
change according to the time & situation.

 The study is restricted only to Pitampura and that to among 60 respondents.

 The study is conducted only for 60 days.

 Consistency was lacking with regard to the information given by few customers.

 The study is restricted to the certain area, I.e., Pitampura so it could not give
whole picture.

The scope of a study on Maruti Suzuki can be quite broad and may include several key areas:

1. Market Analysis: Examining Maruti Suzuki's market share, growth trends, and competitive

landscape within the Indian automobile industry.

2. Consumer Behaviour: Investigating factors influencing consumer preferences and buying

behaviour towards Maruti Suzuki vehicles.

3. Financial Performance: Analysing the company's financial health, including profitability,

liquidity, and solvency.

4. Brand Awareness: Assessing the level of brand recognition and loyalty among consumers.

5. Operational Efficiency: Evaluating the efficiency of Maruti Suzuki's production processes and

supply chain management.

31
 6. Product Portfolio: Reviewing the range of products offered by Maruti Suzuki and their market

performance.

7. Corporate Governance: Studying the governance practices and policies that guide Maruti

Suzuki's operations.

8. Sustainability Practices: Exploring the company's initiatives and performance in environmental

sustainability and corporate social responsibility.

Each of these areas can provide valuable insights into Maruti Suzuki's operations, strategies, and overall

performance.

TITLE OF THE STUDY

“A STUDY ON CUSTOMER SATISFACTION FROM MARUTI SUZUKI

VEHICLE AND IT’S DEALER”

Introduction of Research Design

The research design refers to the overall strategy that you choose to integrate the different

components of the study in a coherent and logical way, thereby, ensuring you will

effectively address the research problem; it constitutes the blueprint for the collection,

measurement, and analysis of data.

A research design is the plan of a research study. The design of a study defines the study

type (descriptive, correlational, semi-experimental, experimental, review, meta-analytic)

and sub-type(e.g., descriptive-longitudinal case study), research question, hypotheses,

independent and dependent variables, experimental design, and, if applicable, data

collection methods and a statistical analysis plan. Research design is the framework that has

32
 been created to seek answers to research questions. The research design shows that the

researcher is able to tackle the research problem in a coherent and explicit way.

DESIGN TYPES & SUB TYPES

There are many ways to classify research designs, but sometimes the distinction is artificial

and other times different designs are combined. Nonetheless, the list below offers a number

of useful distinctions between possible research designs.

 Descriptive (e.g., case-study, naturalistic observation, survey)

 Correlational (e.g., case-control study, observational study)

 Semi-experimental (e.g., field experiment, quasi-experiment)

 Experimental (experiment with random assignment)

 Review (literature review, systematic review)

 Meta-analytic (meta-analysis)

Other research types include action, causal, exploratory, historical, mixed-method and

philosophical research.

Sometimes a distinction is made between "fixed" and "flexible" designs. In some cases

these types coincide with quantitative and qualitative research designs respectively,

though this need not be the case. In fixed designs, the design of the study is fixed before the

main stage of data collection takes place. Fixed designs are normally theory driven;

otherwise it is impossible to know in advance which variables need to be controlled and

measured. Often, these variables are measured quantitatively. Flexible designs allow for
33
more freedom during the data collection process. One reason for using a flexible research

design can be that the variable of interest is not quantitatively measurable, such as culture.

In other cases, theory might not be available before one starts the research.

Type of data collected

There are two types of data used. They are primary and secondary data.

Primary data- Primary research involves the collection of original primary data by
researchers. It is often undertaken after researchers have gained some insight into an issue
by reviewing secondary research or by analyzing previously collected primary data.

Secondary data-Secondary data refers to data that was collected by someone other than
the u s e r . Common s o u r c e s o f secondary d a t a for s o c i a l science include
censuses, information collected by government departments, organizational records and data that
was originally collected for other research purposes.

Research Method

“Descriptive research” is a study designed to depict the participants in an accurate way.

More simply put, descriptive research is all about describing people who take part in the
study.

There are three ways a researcher can go about doing a descriptive research project, and
they are:

 Observational, defined as a method of viewing and recording the participants

 Case study, defined as an in-depth study of an individual or group of individuals
 Survey, defined as a brief interview or discussion with an individual about a
specific topic

Observational

Observational studies are all about watching people, and they come in two flavors.
Naturalistic, also known as field observation is a study where a researcher observes the

34
subject in its natural environment.

Survey

A survey comes in different flavors, be it interviewing people face to face or handing out

questionnaires to fill out. The main difference between surveys and observations is that in a

survey, you don’t watch people; you ask them about themselves.

SAMPLING

Sampling is a process used in statistical analysis in which a predetermined number of

observations are taken from a larger population. The methodology used to sample from a

larger population depends on the type of analysis being performed, but may include simple

random sampling or systematic sampling.

Sample Size

The sample size for the survey conducted was 60 Respondents.

PLAN OF ANALYSIS

Tally marks and tables were used for the analysis of the collected data. The data is also neatly

presented with the help of statistical tools such as excel, graphs and pie charts. Percentages and

averages have also been used to represent data clearly and effectively.

35
 RESEARCH METHODOLOGY

Meaning of Research

Research in common parlance refers to a search for knowledge. Once can also define
research as a scientific and systematic search for pertinent information on a specific topic. In
fact, research is an art of scientific investigation.

The Advanced Learner’s Dictionary of Current English lays down the meaning of
research as “A careful investigation or inquiry specially through search for new facts in any
branch of knowledge.”

Redman and Mory define research as a “Systematized effort to gain new knowledge.”

D. Slesinger and M. Stephenson in the Encyclopaedia of Social Sciences define research

as “The manipulation of things, concepts or symbols for the purpose of generalising to
extend, correct or verify knowledge, whether that knowledge aids in construction of theory or
in the practice of an art.”

What is Research Methodology?

Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher in studying his research problem
along with the logic behind them. It is necessary for the researcher to know not only the
research methods/techniques but also the methodology. Researchers not only need to know
how to develop certain indices or tests, how to calculate the mean, the mode, the median or
the standard deviation or chi-square, how to apply particular research techniques, but they

36
also need to know which of these methods or techniques, are relevant and which are not, and
what would they mean and indicate and why. Researchers also need to understand the
assumptions underlying

37
various techniques and they need to know the criteria by which they can decide that certain
techniques and procedures will be applicable to certain problems and others will not. All this
means that it is necessary for the researcher to design his methodology for his problem as the
same may differ from problem to problem.

We can say that research methodology has many dimensions and research methods do

constitute a part of the research methodology. The scope of research methodology is wider than

that of research methods. Thus, when we talk of research methodology, we not only talk of the

research methods but also consider the logic behind the methods we use in the context of our

research study and explain why we are using a particular method or technique and why we are

not using others so that research results are capable of being evaluated either by the researcher

himself or by others.

Research is based on two types of data:

38
 • Primary Data
• Secondary Data

Primary Data: Primary data is a type of data that is collected by researchers directly from

main sources through interviews, surveys, experiments, etc. Primary data are usually collected

from the source—where the data originally originates from and are regarded as the best kind of

data in research. The sources of primary data are usually chosen and tailored specifically to

meet the demands or requirements of particular research. Also, before choosing a data

collection source, things like the aim of the research and target population need to be identified.

Secondary Data: Secondary data refers to data that is collected by someone other than the

primary user. Common sources of secondary data for social science include census, information

collected by government departments, organizational records and data that was originally

collected for other research purposes. Primary data, by contrast, are collected by the

investigator conducting the research.

Secondary data analysis can save time that would otherwise be spent collecting data and,

particularly in the case of quantitative data can provide larger and higher-quality database that

would be unfeasible for any individual researcher to collect on their own. In addition, analysts

of social and economic change consider secondary data essential, since it is impossible to

conduct a new survey that can adequately capture past change and developments. However,

secondary data analysis can be useful in marketing research, as data may be outdated or

inaccurate.

39
 DATA ANALYSIS AND INTERPRETATION

CUSTOMER SATISFACTION

Customer satisfaction is a marketing term that measures how products or services supplied by a

company meet or surpass a customer's expectation. Customer satisfaction is important because

it provides marketers and business owners with a metric that they can use to manage and improve

their businesses.

Various Definitions

The degree of satisfaction provided by the goods or services of a company as measured by the

number of repeat customers.

Kotler (2000) defined satisfaction as: “a person’s feelings of pleasure or disappointment

resulting from comparing a product’s perceived performance (or outcome) in relation to his or her

expectations”.

According to Hanse mark and Albinsson (2004), “satisfaction is an overall customer attitude

towards a service provider, or an emotional reaction to the difference between what customers

anticipate and what they receive, regarding the fulfilment of some need, goal or desire”.

Hoyer and MacInnis (2001) said that satisfaction can be associated with feelings of acceptance,

happiness, relief, excitement, and delight. There are many factors that affect customer satisfaction.

According to Hokanson (1995), these factors include friendly employees, courteous employees,

knowledgeable employees, helpful employees, accuracy of billing, billing timeliness, competitive

pricing, service quality, good value, billing clarity and quick service.

40
FACTORS THAT AFFECT

Purpose

"Customer satisfaction provides a leading indicator of consumer purchase intentions

and loyalty." "Customer satisfaction data are among the most frequently collected indicators of

market perceptions. Their principal use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of these data send a

message about the importance of tending to customers and ensuring that they have a

positive experience with the company's goods and services."

2. "Although sales or market share can indicate how well a firm is performing currently,

satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will

make further purchases in the future. Much research has focused on the relationship

between customer satisfaction and retention. Studies indicate that the ramifications of

satisfaction are most strongly realized at the extremes."

A BUSINESS IDEALLY IS CONTINUALLY SEEKING FEEDBACK TO IMPROVE

CUSTOMER SATISFACTION

41
On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become

return customers and might even evangelize for the firm. (A second important metric related to

satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed

customers who indicate that they would recommend a brand to friends." When a customer is

satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This

can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by

contrast, are unlikely to return. Further, they can hurt the firm by making negative comments

about it to prospective customers. Willingness to recommend is a key metric relating to customer

satisfaction."

The Three C’s Of Customer Satisfaction: Consistency,

Consistency, Consistency

“Sustaining an audience is hard,” Bruce Springsteen once said. “It demands a consistency of

thought, of purpose, and of action over a long period of time.” He was talking about his route to

music stardom, yet his words are just as applicable to the world of customer experience.

Consistency may be one of the least inspirational topics for most managers. But it’s exceptionally

powerful, especially at a time when retail channels are proliferating and consumer choice and

empowerment are increasing.

Getting consistency right also requires the attention of top leadership. That’s because by using a

variety of channels and triggering more and more interactions with companies as they seek to meet

discrete needs, customers create clusters of interactions that make their individual interactions less

important than their cumulative experience. This customer journey can span all elements of a

company and include everything from buying a product to actually using it, having issues with a

product that require resolution, or simply making the decision to use a service or product for the

first time.

42
It’s not enough to make customers happy with each individual interaction. Our most recent

customer-experience survey of some 27,000 American consumers across 14 different industries

found that effective customer journeys are more important: measuring satisfaction on customer

journeys is 30 percent more predictive of overall customer satisfaction than measuring happiness

for each individual interaction. In addition, maximizing satisfaction with customer journeys has

43
DATA ANALYSIS AND INTERPRETATION

WHICH MODEL MARUTI CAR DO YOU OWN …….?

CAR MODELS RESPONDENTS PERCENTAGE

ALTO K 10 1 2%
OMNI 1 2%
ALTO 800 2 3%
CELERIO 1 2%
WAGON-R 6 10%
SWIFT 10 16%
SWIFT DESIRE 4 7%
A-STAR 1 2%
SX – 4 1 2%
RITZ 3 5%
ERTIGA 3 5%
S-CROSS 2 3%
BALENO 1 2%
STINGRAY 4 7%
BREZZA 9 15%
GYPSY 4 7%
CIAZ 7 10%
TOTAL 60 100%

Interpretation

From the above chart, we find that mainly customer feel that10% wagon-r & ciaz they own,
15% Brezza they own, highest from the above chart is 16% swift they own. Remaining
customer feel that 2%, 3%, 5%,7% they own the Maruti car. Therefore, it is clear that 16% of
the customer feel that they own the model of Maruti swift mainly, on the other hand 15%
which is 1% less customer feel that they own the breeza which is new model launched by
Maruti as well.

44
TABLE NO. 2

HOW DID YOU COME TO KNOW ABOUT MARUTI CAR……?

MODES RESPONDENTS PERCENTAGE

NEWSPAPERS 19 31%
MAGAZINES 6 10%
TV ADS 16 27%
FRIENDS/RELATIVES 16 27%
ANY OTHER 3 5%
TOTAL 60 100%

INTERPRETATION

From the above chart, we find that 31% of the customer known by newspaper, 10% of the
customer known by magazines, 27% of the customer known by TV ads, 27% of the customer
known by friends/relatives & 5% of the customer known by any other sources.

Therefore, it is clear that 31% of the customer come to know about maruti car by newspaper
only this means that customer has the habit of reading daily to stay up to date with the
automobile industry as well.

TABLE NO. 3

WHAT ATTRACTED /PROMPTED YOU TO BUY MARUTI AMONG ALL OTHER

BRANDS…...?

TRAITS RESPONDENTS PERCENTAGE

BRAND IMAGE 14 23%
SERVICE NETWORK 17 28%
PRICE 19 32%
MILEAGE 10 17%
TOTAL 60 100%

45
Interpretation

From the above chart, we find that23% of the customer attracted by brand image,28% of the
customer attracted by service network, 32% of the customer attracted by price & 17% of the
customer attracted by mileage.

Therefore, it is clear that 32% of the customer attracted by price this means price of the
Maruti car is reasonable, it is in the budget of the customer i.e., affordable.

Table no. 4

WHAT ARE THE FEATURES ATTRACTED YOU TO BUY THE CAR YOU OWNING…...?

TRAITS RESPONDENTS PERCENTAGE

SUITS MY NEED 11 18%
EASY MAINTENANCE 12 20%
TRUST WORTHY 6 10%
FUEL EFFICIENT 7 12%
GOODS FOR INDIAN ROADS 7 12%
ALL THE ABOVE 17 28%
TOTAL 60 100%

Interpretation

From the above chart, we find that 18% of the customer attracted towards suits my needs,
20% of the customer attracted towards easy maintenance,10% of the customer attracted
towards trust worthy, 12% of the customer attracted towards fuel efficient & goods for Indian
roads, 28% of the customer attracted towards all the above.
Therefore, it is clear that 28 % of the customer attracted towards the features of Maruti all the
above as well that means Maruti has all the traits which customer supposed to want while
purchasing any kind of vehicle.

46
Table No.5:-

WHO INFLUENCED IN BUYING THE CAR YOU OWN…….?

INFLUENCOR RESPONDENTS PERCENTAGE

YOURSELF 29 48%
FAMILY 18 30%
FRIENDS 10 17%
ADVERTISEMENT 3 5%
TOTAL 60 100%

Interpretation
From the above the chart, we find that 48% of the customer are influenced for buying by
yourself, 30% of the customer are influenced for buying by family, 17% of the customer are
influenced for buying by friends, 5% of the customer are influenced for buying by
advertisement.

Therefore, it is clear that ,48% of the customer are influenced for buying by yourself this
means customer are not dependent on other’s decision take their decision on its own without
any permission of others.

TABLE NO 6

HOW DO YOU FEEL ON MARUTI QUALITY AND TECHNOLOGY…...?

MOODS RESPONDENTS PERCENTAGE

VERY SATISFIED 28 47%
SATISFIED 30 50%
INDIFFERENT 2 3%
DIS-SATISFIED 0 0%
TOTAL 60 100%

Interpretation
From the above chart, we find that 47% of the customer feel that they are very satisfied by
Maruti quality & technology, 50% of the customer feel that they are satisfied by Maruti
quality & technology, 3% of the customer feel that they are indifferent by Maruti quality &
technology, 0% of the customer feel that they are dis-satisfied by Maruti quality &
47
technology.

Therefore, it is clear that 50% of the customer feel that they are satisfied by Maruti quality &
technology that means Maruti quality & technology is up to date , so more sales , wider
choice are there, to kept in the market for Long duration.

TABLE NO. 7:-

HOW DO YOU FEEL ABOUT YOUR MARUTI IS LUXURY AND SPACIOUS……?

MOODS RESPONDENTS PERCENTAGE

VERY SATISFIED 26 43%
SATISFIED 30 50%
INDIFFERENT 4 7%
DIS-SATISFIED 0 0%
TOTAL 60 100%

Interpretation

From the above chart, we find that 43% of the customer feel that they are very satisfied by
Maruti is luxury & spacious, 50% of the customer feel that they are satisfied by Maruti is
luxury & spacious, 7% of the customer feel that they are indifferent by Maruti is luxury &
spacious, 0% of the customer feel that they are dis-satisfied by Maruti is luxury & spacious.

Therefore, it is clear that 50% of the customer feel that they are satisfied that Maruti is luxury
& spacious that means not only from outside Maruti seems to be luxury but it raise their
standard if living as well , actually Maruti is luxury & spacious as well.

TABLE NO. 8:-

PRICE OF YOUR MARUTI VEHICLE…….?

RANGE RESPONDENTS PERCENTAGE

HIGH 3 5%
REASONABLE 40 67%
LOW 17 28%
TOTAL 60 100%

48
Interpretation

From the above chart, we find that 5% of the customer feel that price of the maruti vehicle
are high, 67% of the customer feel that price of the Maruti vehicle are reasonable, 28% of the
customer feel that price of the Maruti vehicle are low.

Therefore, it is clear that 67% of the customer feel that price of the maruti vehicles are
reasonable i.e., affordable, middle level customer can also buy it without any kind of
difficulty.

TABLE NO. 9

PRICE OF SPARE PARTS TO YOUR MAUTI………?

RANGE RESPONDENTS PERCENTAGE

HIGH 0 0%
REASONABLE 40 67%
LOW 20 33%

TOTAL 60 100%

Interpretation
From the above chart, we find that 0% of the customer feel that price of the spare parts of
Maruti is high , 67% of the customer feel that price of the spare parts of Maruti is reasonable ,
33% of the customer feel that price of the spare parts of Maruti is low.

Therefore, it is clear that 67% of the customer feel that not only the prices of vehicle are
reasonable but as well as price of spare parts are also reasonable i.e., no difficulty in case of
any wear and tear of assets.

TABLE NO. 10

CONVIENT OF SERVICE NETWORK…….?

MODES RESPONDENTS PERCENTAGE

VERY CONVENIENT 40 67%
MODERATE CONVENIENT 20 33%

IN-CONVENIENT 0 0%

49
 TOTAL 60 100%

Interpretation

From the above chart , we find that 67% of the customer feel that maruti service network is
very convenient, 33% of the customer feel that maruti service network is moderate
convenient, 0% of the customer feel that maruti service network is In-convenient.

Therefore, it is clear that 67% of the customer feel that maruti service network is very
convenient that means in case of any difficulty they easily sort out, understanding as well.

TABLE NO. 11

MAIN PURPOSE OF THAT YOU WILL USE YOUR CAR FOR…….?

PURPOSES RESPONDENTS PERCENTAGE

OFFICE 25 42%
FAMILY 32 53%
LONG DRIVES 2 3%

SHOPPING 1 2%
TOTAL 60 100%

Interpretation

From the above chart, we find that 42% of the customer buy the car for office, 53% of the
customer buy the car for family,3% of the customer buy the car for long drives, 2% of the
customer buy the car for shopping.

Therefore, it is clear that 53% of the customer feel that their main purpose is to buy the car is
for fulfilling the needs & wants of the family.

TABLE NO. 12

HOW LONG YOU WILL USE THIS VEHICLE…….?

AGE GROUPS RESPONDENTS PERCENTAGE

1-2 Yrs 18 30%
2-4 Yrs 30 50%
4-8 Yrs 8 13%
8 Yrs & above 4 7%

50
 TOTAL 60 100%

Interpretation
From the above chart , we find that 30% of the customer will use their vehicle for 1-2 yrs. ,
50% of the customer will use their vehicle for 2-4 yrs. , 13% of the customer will use their
vehicle for 4-8 yrs. , 7% of the customer will use their vehicle for 8 yrs. – above.

Therefore, it is clear that 50% of the customer will use their vehicle for 2-4 yrs. that means
they are loyal towards as well as they are very eager to use how long it will be beneficial or
helpful.

TABLE NO.13
HOW DO YOU FEEL WHEN YOU DRIVE YOURS MARUTI CAR……?

MOODS RESPONDENTS PERCENTAGE

MORE COMFORTABLE 28 47%
COMFORTABLE 30 50%
LESS COMFORTABLE 2 3%
UNCOMFORTABLE 0 0%
TOTAL 60 100%

Interpretation

From the above the chart, we find that 47% of the customer feel that when they drive
maruti cars they feel more comfortable, 50% of the customer feel that when they drive
maruti cars they feel comfortable , 3% of the customer feel that when they drive maruti
cars they feel less comfortable , 0% of the customer feel that when they drive maruti cars
they feel more un-comfortable. Therefore, it is clear that 50% of the customer feel
comfortable when they drive the car of maruti that means they all are like the cars of maruti
which give them more soothing & relaxation.

51
TABLE NO. 14

HOW DO YOU RATE THE OVER ALL PERFORMANCE OF THE CAR COMPARED TO
OTHERS…......?

RATINGS RESPONDENTS PERCENTAGE

EXCELLENT 32 53%
GOOD 16 27%
AVERAGE 12 20%
BELOW AVERAGE 0 0%

TOTAL 60 100%

Interpretation
From the above chart , we find that 53% of the customer feel excellent when they compared
the overall performance the car with others, 27% of the customer feel good when they
compared the overall performance the car with others, 20% of the customer feel average
when they compared the overall performance the car with others, 0% of the customer feel
below average when they compared the overall performance the car with others.

Therefore, it is clear that 53% of the customer feel excellent when they compared the overall
performance of the car with others that means customer before using this car they also have
an experience of other car too , so he/she can easily compare without any type of difficulty.

TABLE NO. 15

PLEASE RANK THE MILEAGE OF THE CAR WHEN COMPARED TO OTHERS

CARS……?

RANKINGS RESPONDENTS PERCENTAGE

VERY GOOD 37 62%

GOOD 20 33%
AVERAGE 3 5%

BLEOW AVERAGE 0 0%

52
 TOTAL 60 100%

Interpretation

From the above chart , we find that 62% of the customer feel that their mileage is also very
good as compare to other cars , 33% of the customer feel that their mileage is also good as
compare to other cars , 5% of the customer feel that their mileage is also average as compare
to other cars , 0% of the customer feel that their mileage is also below average as compare to
other cars.

Therefore, it is clear that 62% of the customer feel that their mileage is also very good as well
as their features as well.

TABLE NO. 16
DO YOU GET INFORMATION ABOUT THE FREE SERVICE OFFERED BY THE COMPANY FROM TIME TO
TIME……?
OPTIONS RESPONDENTS PERCENTAGE
YES 50 83%
NO 10 17%
TOTAL 60 100%

Interpretations
From the above chart, we find that 83% of the customer feel that they will get the information
about the free services offered by the company from time to time , 17% of the customer feel
that they will not get the information about the free services offered by the company from
time to time.

Therefore, it is clear that 83% of the customer are fully aware about the services , schemes ,
discounts & many more services of the company, sometimes they also eager to know what’s
is prevailing in the company.

53
TABLE NO.17
HOW DO YOU FEEL ON RANA AUTO COMPANY DEALERSHIP FACILITY…....?

RATINGS RESPONDENTS PERCENTAGE

OUTSTANDING 20 33%

ACCEPTABLE 28 47%

AVERAGE 12 20%

UNACCEPTABLE 0 0%

TOTAL 60 100%

Interpretation

From the above chart, we find that 33% of the customer feels that RANA auto company
dealership facility is outstanding, 47% of the customer feel that RANA auto company
dealership facility is acceptable, 20% of the customer feel that RANA auto company
dealership facility is average, 33% of the customer feel that RANA auto company dealership
facility is unacceptable.
Therefore, it is clear that 47% of the customer feels that RANA auto company dealership is
acceptable because they provide timely services, handling queries, up –to- date technology;
their way of working is brilliant.

TABLE NO.18

IS VEHICLE DELIVERED ON TIME….......?

OPTIONS RESPONDENTS PERCENTAGE

YES 57 95%
NO 3 5%
TOTAL 60 100%

54
Interpretation
From the above chart, we find that 95% of the customer feels that their vehicle is delivered
on time, 5% of the customer feel that their vehicle is not delivered on time.

Therefore, it is clear 95% of the customer feel that their vehicle is delivered on time i.e.,
whenever there is a problem in the vehicle can be delivered before time by the call we can
take our vehicle from the centre.

TABLE NO.19

HOW IS THE PERFORMANCE OF THE EXECUTIVES AT THE DEALERSHIP…….?

RATINGS RESPONDENTS PERCENATGE

EXCELLENT 20 34%

GOOD 26 43%
O.K. 14 23%
POOR 0 0%
TOTAL 60 100%

Interpretation: From the above chart , we find that 34% of the customer feel that the
performance of the executives at the dealership is Excellent, 43% of the customer feel that the
performance of the executives at the dealership is Good, 23% of the customer feel that the

55
performance of the executives at the dealership is O.K., 0% of the customer feel that
the performance of the executives at the dealership is Poor.

Therefore , it is clear that 43% of the customer feel that the performance of that executive at
the dealership is good that means they know each & Everything about customer queries ,
problem etc.

TABLE NO. 20
BASED ON YOUR OVERALL EXPERIENCE WILL YOU LIKE TO PURHASE OR REFER
THIS BRAND/DEALER TO ANY OTHER PERSON..........?

OPTIONS RESPONDENTS PERCENTAGE

DEFINITELY 45 75%

MAY BE 15 25%
NEVER 0 0%
TOTAL 60 100%

Interpretation
From the above chart, we find that 75% of the customer feel that their overall experience will
like to or refer this brand/dealer to any other person,25% of the customer feel that their
overall experience will like to or refer this brand/dealer to any other person,0% of the
customer feel that their overall experience will like to refer this brand/ dealer to any other
person.

Therefore, it is clear that 75% of the customer based upon his/her overall experience can also
refer this brand/dealer to any person definitely, because they want others also use it & to take
the benefit

56
 FINDINGS AND SUGGESTION

Findings

By this project researcher found that Maruti services, schemes, brand name, facilities ,
take care , prices , spare parts all the things are very brilliant for the customer as well as
employees of the company.

By this survey researcher also found that to meet the targets i.e., produce the cars as per
customer desire & wants, so as to wider choice in the market.
16% of the customer feel that they own the Maruti swift i.e., from among the other brands
they mainly opt this model & next go for Breeza i.e., new model.
31% of the customer come to know about Maruti car by newspaper 1.e., they also have a
habit to know about automobile industry, what is prevailing in the environment.
32% of the customer attracted by price that means its price is easily affordable by middle
level customer as well.
28% of the customer attracted towards their features that means this brand has all the
traits which customer wants.
48% of the customer are buying this brand of car by yourself, that means he/she know
what they want or not, not dependent on others.
Prices of Maruti are reasonable that can be easily affordable by everyone without much
thinking for buying.
50% of the customer feels that Maruti quality & technology are best among the other
brands.
50% of the customer feels that Maruti brand is luxury & spacious to raise their standard of
living among the other brands of cars as well.
67% of the customer feels that not only price of vehicles as well spare parts is also
reasonable easily affordable.
67% of the customer feels that Maruti service network is very convenient.
Researcher found that 53% of the customer’s main purpose to buy the car for their
family’s needs & wants.

57
 Research found that 50% of the customer use this vehicle for 2-4 years only after that
they want to switch off for other brands, also they saw how long it will work i.e., Maruti
reliable or not.
50% of the customer feels that comfortable while driving Maruti car.
53% of the customer feels that as their performance is concern is best in comparison to
others.
62% of the customer feel that their mileage is good that means petrol saving & reach at
the destination in minimum time span.
Research found that 43% of the customer feel that performance executives is also good,
helpful, understanding etc.
47% of the customer feels that Rana auto company dealership is acceptable that can be
easily accepted by everyone.
95 % of the of the customer view that their delivery is on time without any difficulty.
By this project, researcher found that upon the overall experience 75% of the customer
also refer this brand & dealership to others as well.

Customer Satisfaction in 7 Steps

Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a customer. If you’re
not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured,
though, it does get easier over time. It’s important to meet your customers face to face at least
once or even twice during the course of a project.

My experience has shown that a client finds it easier to relate to and work with someone

they’ve actually met in person, rather than a voice on the phone or someone typing into an

email or messenger program. When you do meet them, be calm, confident and above all, take

time to ask them what they need. I believe that if a potential client spends over half the

meeting doing the talking, you’re well on your way to a sale.

58
Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for a response

to an email or phone call. It might not always be practical to deal with all customers’ queries

within the space of a few hours, but at least email or call them back and let them know

you’ve received their message and you’ll contact them about it as soon as possible. Even if

you’re not able to solve a problem right away, let the customer know you’re working on it.

A good example of this is my web host. They’ve had some trouble with server hardware

which has caused a fair bit of downtime lately. At every step along the way I was emailed

and told exactly what was going on, why things were going wrong, and how long it would be

before they were working again. They also apologized repeatedly, which was nice. Now if

they server had just gone down with no explanation, I think I’d have been pretty annoyed and

may have moved my business elsewhere. But because they took time to keep me informed, it

didn’t seem so bad, and I at least knew they were doing something about the problems. That

to me is a prime example of customer service.

Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This is very

true. It’s very important to be friendly, courteous and to make your clients feel like you’re

their friend and you’re there to help them out.

59
There will be times when you want to beat your clients over the head repeatedly with a blunt

object – it happens to all of us. It’s vital that you keep a clear head, respond to your clients’

wishes as best you can, and at all times remain polite and courteous.

Have a Clearly-Defined Customer Service Policy

This may not be too important when you’re just starting out, but a clearly defined customer

service policy is going to save you a lot of time and effort in the long run. If a customer has a

problem, what should they do? If the first option doesn’t work, then what? Should they

contact different people for billing and technical enquiries? If they’re not satisfied with any

aspect of your customer service, who should they tell?

There’s nothing more annoying for a client than being passed from person to person, or not

knowing who to turn to. Making sure they know exactly what to do at each stage of their

enquiry should be of utmost importance. So make sure your customer service policy is

present on your site — and anywhere else it may be useful.

Attention to Detail (also known as “The Little Niceties”

Have you ever received a Happy Birthday email or card from a company you were a client

of? Have you ever had a personalized sign-up confirmation email for a service that you could

tell was typed from scratch? These little niceties can be time consuming and aren’t always

cost effective, but remember to do them. Even if it’s as small as sending a Happy Holidays

email to all your customers, it’s something. It shows you care; it shows there are real people

on the other end of that screen or telephone; and most importantly, it makes the customer feel

welcomed, wanted and valued.

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1. Anticipate Your Client’s Needs & Go Out Of Your Way to Help Them Out

Sometimes this is easier said than done! However, achieving this supreme level of

understanding with your clients will do wonders for your working relationship. Take this as

an example: you’re working on the front-end for your client’s exciting new ecommerce

endeavor. You have all the images, originals and files backed up on your desktop computer

and the site is going really well. During a meeting with your client, he/she happens to

mention a hard-copy brochure their internal marketing people are developing. As if by magic,

a couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution

versions of all the images you’ve used on the site. A note accompanies it which reads:

Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you

with large-scale copies of the graphics I’ve used on the site. Hopefully you’ll be able to make

use of some in your brochure.”

Your client is heartily impressed, and remarks to his colleagues and friends how very helpful

and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair

drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will

send several referrals your way.

2. Honor Your Promises

It’s possible this is the most important point in this article. The simple message: when you
promise something, deliver. The most common example here is project delivery dates.

Clients don’t like to be disappointed. Sometimes, something may not get done, or you might
miss a deadline through no fault of your own. Projects can be late, technology can fail and

Sub-contractors don’t always deliver on time. In this case a quick apology and assurance it’ll

61
 be ready ASAP wouldn’t go amiss.

Advantages Of Customer Satisfaction Surveys:

 Up-to-date feedback: Gather current customer feedback on various aspects of your

company. You can stay on top of customer trends through regularly scheduled online
surveys or email surveys, and receive instant customer feedback. It is always useful to
acquire insight into how your customers are currently reacting to all aspects of your
business.

 Benchmark results: You can administer the same survey every so often to
customers to gain continued insight into your customers. Surveys can have the same
questions, which will allow you to compare data over time and benchmark survey data across
previous years to determine if any changes need to be made.

 Show that you care: Customers like to be asked for their feedback. It gives the
customer the perception that your company values them; is committed to keeping them as
a long-term customer; and bases business decisions on their feedback.

Disadvantages Of Customer Satisfaction Surveys:-

 Too many surveys, so little time: Your customers are bombarded with online
surveys. Surveys may be simple to complete, however, some people simply don’t like to
complete them. Sending surveys too often can irritate customers and lead to customer
burnout. Customer burnout can result in low response rates or result in lower satisfaction
scores, despite your reputation for providing excellent products or services.

 Privacy Issues: We live in a high-tech environment filled with daily doses of unwanted
junk email, email solicitations, and sales calls. When taking an online survey or a phone survey
(or any type of survey), it is hard for your customers to believe that they aren’t being tracked.
Because of insecurities of releasing private information, customers today are hesitant in giving

62
out information that may lead to more junk email and unwanted calls. Make certain to
assure customers that the information they provide in response to your customer satisfaction
surveys will not be used. Without this disclaimer, it may be difficult to receive a good response
rate.

Product & Services

Current models

MODEL LAUNCHED CATEGORY

Omni 1984 Minivan

Gypsy 1985 SUV

Wagon-R 1999 Hatchback

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Swift 2005 Hatchback

64
Grand Vitara 2007 Mini SUV

DZire 2008 Sedan

Ritz 2009 Hatchback

Eeco 2009 Hatchback

Alto K10 2010 Hatchback

65
 Ertiga 2012 Mini MPV

Alto 800 2012 Hatchback

Stingray 2013 Hatchback

Celerio 2014 Hatchback

Ciaz 2014 Sedan

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 Baleno 2015 Hatchback

S-Cross 2015 Mini SUV

Mini SUV
Vitara Brezza 2016

Discontinued models

MODEL LAUNCHED DISCONTINUED CATEGORY IMAGE

67
Gypsy E 1985 2000 SUV

1000 1990 2000 Sedan

Zen 1993 2006 Hatchback

Esteem 1994 2008 Sedan

Baleno 1999 2007 Sedan

Versa 2001 2010 Minivan

Grand Vitara
2003 2007 Mini SUV
XL7

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800 1983 2012 Hatchback

Alto 2000 2012 Hatchback

Zen Estilo August 2009 2013 Hatchback

A-star 2008 2014 Hatchback

Maruti
2008 2014 Sedan
Suzuki SX4

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 LIMITATION OF THE STUDY

Studies on Maruti Suzuki, like any other research, come with certain limitations. Here are some common

ones:

1. Data Availability: Access to comprehensive and up-to-date data can be challenging. Financial

reports and market data may not always be readily available or may be limited to specific periods.

2. Scope Limitation: The study might focus on specific aspects of Maruti Suzuki, such as financial

performance or consumer behaviour, which may not provide a complete picture of the company's

overall operations.

3. Time Constraints: Conducting thorough research within a limited timeframe can restrict the

depth and breadth of the study.

4. Subjectivity: Some aspects of the study, such as consumer satisfaction or brand perception, can

be subjective and may vary based on individual perspectives.

5. External Factors: External factors like economic conditions, regulatory changes, and market

competition can influence the study's outcomes and may not be entirely within the control of the

researchers.

6. Sample Size: If the study relies on surveys or interviews, the sample size may not be large enough

to be representative of the entire population.

7. Regional Variations: The study may not account for regional differences in consumer

preferences and market conditions across different parts of India or other markets where Maruti

Suzuki operates.

8. Technological Changes: Rapid advancements in automotive technology can quickly render study

findings outdated.

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 9. Competitor Influence: The study might not fully capture the impact of competitor strategies and

actions on Maruti Suzuki's performance.

10. Legal and Regulatory Factors: Changes in government policies, regulations, and tax laws can

affect the company's operations and may not be predictable.

11. Cultural Factors: Cultural influences on consumer behavior and brand perception can vary and

may not be fully understood or integrated into the study.

12. Economic Conditions: Fluctuations in economic conditions, such as inflation or recession, can

significantly impact the automotive industry and consumer spending patterns.

13. Data Quality: The reliability and accuracy of data sources used in the study can affect the validity

of the findings.

These limitations should be acknowledged to provide a balanced view of the study's findings and to guide

future research directions.

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 Conclusions

Conclusion
 Most of the buyers are professionals and business people using the Maruti cars

 Most of the respondents are saying that main reasons for buying Maruti are trust worthy
and good for Indian roads.

 About 97% of the respondents are satisfied with the quality & technology.

 About 96% of the customers are satisfied with luxury & spacious.

 About 94% the customers feel that the price of vehicle is affordable

 99% of the respondents are highly satisfied with service network of Maruti.

 45% of the respondents use their vehicle to take their family out and 44% use for going
to office.

 Many of the Maruti car buyers are high middle class people, like to keep there Vehicle
4years above. But professionals and business people like to change there Vehicle after
2years.

 Many of the respondents are satisfied with regard to mileage.

 75% of the respondents are satisfied with overall performance of the vehicle and 25% of
the users are constant.

 80% of the respondents said that the vehicle is delivering on time and 20% of the
respondents are not satisfied with vehicle delivery.

 70% of the respondents said the performance of the executives was good, 23% of the
respondents said ok.

 95% of customers feel that they are getting information regarding free service provided

72
 by the Maruti.

 98% of the respondents are saying that Rana auto company performance is Outstanding.
Rana Auto Company is delivering the vehicle on promised time.

The study concluded that consumer buying behavior towards Maruti Suzuki cars is influenced by

price factor. Most of the people prefer to buy Maruti Suzuki cars because of the affordability factor

i.e. price, service etc. and consumers are satisfied from the services provided by Maruti Suzuki.

People believe that the service cost of Maruti Suzuki Cars is less expensive as compared to other

brands. Majority of the customers are using the specific brand for a very long period of time

because of good quality, reputation, availabilities etc. Maruti Suzuki provides all this thing to their

consumers and due to this consumer also trust the reliability of the Maruti Suzuki Cars. Technically

the engine type and efficiency with good advertising with detailed features are the dominant factors

that influence the potential car consumers and all these things providing is the attribute of Maruti

Suzuki and hence people prefer to buy Maruti Suzuki Cars over other Brands.

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 REFERENCES

BIBLIOGRAPHY
https://www.google.co.in/?ion=1&espv=2#q=A+project+report+on+customer+satisfaction+o
f+maruti+suzuki

https://www.scribd.com/doc/16558383/Customer-Satisfaction-of-Maruti

https://www.scribd.com/doc/21555444/Project-on-Maruti-Suzuki

https://www.scribd.com/document/60760833/A-Project-Reportonmaruti-Suzuki

https://www.scribd.com/document/286290553/Maruti-Udyog-Limted-Study-of-Marketing-
Strategies-1

http://djay96.yolasite.com/resources/customer%20satisfaction%20toward%20maruti%20suzu
ki.pdf

https://www.google.co.in/?ion=1&espv=2#q=A+project+report+on+customer+satisfaction+o
f+maruti+suzuki

http://www.sify.com/finance/maruti-will-play-a-significant-role-in-future-suzuki-news-auto-
jegrAKgafhbsi.html

https://www.cartrade.com/car-bike-news/maruti-suzuki-s-future-plans-include-segment-
diversification-121264.html

http://seminarprojects.com/s/future-scope-of-maruti-suzuki

http://www.marutisuzuki.com/company-at-a-glance.aspx

74
75
https://www.google.co.in/search?q=future+scope+of+maruti+suzuki&espv=2&biw=712&bih
=858&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjBz8K-
xPrOAhXGPI8KHf46DLAQ_AUIBygC&dpr=1

https://www.google.co.in/search?q=future+scope+of+maruti+suzuki&espv=2&biw=712&bih
=858&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjBz8K-
xPrOAhXGPI8KHf46DLAQ_AUIBygC&dpr=1

https://en.wikipedia.org/wiki/Maruti_Suzuki

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 Annexure
QUESTIONAIRE
Dear Sir/ Mam,
I am the student of Buddha Institute of Management , pursuing my MBA, conducting a
SURVEY ON MARUTI. I look forward to your support in this academic year. Kindly spend
a few minutes of your valuable time and fill in this questionnaire. All the information
provided by you will be used only for academic purposes and will be strictly confidential.

PERSONAL DETAILS:-

Name:……………………………………………

Profession:……………………………………….

Address:……………………………………..

………………………………………..

Q1. Which model MARUTI car do you own…..................?

 Alto k 10 ( )
 Omni ( )
 Alto 800 ( )
 Celerio ( )
 Wagon-R ( )
 Swift ( )
 Swift Desire ( )
 A-Star ( )
 Sx-4 ( )
 Ritz ( )
 Ertiga ( )
 S-cross ( )

77
  Baleno ( )
 Stingray ( )
 Brezza ( )
 Gypsy ( )
 Ciaz ( )

Q2. How did you come to know about MARUTI cars..........?

 Newspapers ( )
 Magazines ( )
 TV ads ( )
 Friends /Relatives ( )
 Any other…………………..

Q3. What attracted / prompted you to buy MARUTI among all other
brands..............?

 Brand image ( )
 Service network ( )
 Price ( )
 Mileage ( )

Q4. What are the features attracted you to buy the car you owning……?

 Suits my need ( )
 Easy maintenance ( )
 Trust worthy ( )
 Fuel efficient ( )
 Good for Indian roads ( )

Q5. Who influenced in buying the car you own.....................?

 Your self ( )
 Family ( )
 Friends ( )

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  Advertisement ( )

Q6. How do you feel on MARUTI quality and technology….........?

 Very satisfied ( )
 Satisfied ( )
 Indifferent ( )
 Dis-satisfied ( )

Q7. How do you feel about your MARUTI is luxury and spacious….....?

 Very satisfied ( )
 Satisfied ( )
 Indifferent ( )
 Dis-satisfied ( )

Q8. Price of your MARUTI vehicle…..........?

 High ( )
 Reasonable ( )
 Low ( )

Q9. Price of spare parts to your MARTUTI…......?

 High ( )
 Reasonable ( )
 Low ( )

Q10. Convenient of service network..............?

 Very convenient ( )
 Moderate convenient ( )
 Inconvenient ( )

Q11. Main purpose of that you will use your car for..............?

 Office ( )
 Family ( )

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  Long drives ( )
 Shopping ( )

Q12. How long you will use this vehicle..............?

 1-2 Yrs. ( )
 2-4 Yrs. ( )
 4-8 Yrs. ( )
 8 Yrs. & above ( )
Q13. How do you feel when you drive yours MARUTI car............?
 More comfortable ( )
 Comfortable ( )
 Less comfortable ( )
 Uncomfortable ( )

Q14. How do you tare the over all performance of the car compared to others…..........?

 Excellent ( )
 Good ( )
 Average ( )
 Below average ( )

Q15. Please rank the mileage of the car when compared to other cars….........................?

 Very good ( )
 Good ( )
 Average ( )
 Below average ( )

Q16. Do you get information about the free service offered by the company from time to
time............?

 Yes ( )
 No ( )

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Q17. How do you feel on RANA AUTO COMPANY dealership facility....................?

 Outstanding ( )
 Acceptable ( )
 Average ( )
 Unacceptable ( )

Q18. Is vehicle delivered on time.................?

 Yes ( )
 No ( )

Q19. How is the performance of the executives at the dealership.........................?

 Excellent ( )
 Good ( )
 O.K. ( )
 Poor ( )

Q20. Based on your overall experience will you like to purchase or refer this
brand/dealer to any other person..............?

 Definitely ( )
 May Be ( )
 Never ( )

81