A

SUMMER TRAINING REPORT

ON
CUSTOMER SATISFACTION
AT
VOLKSWAGEN
Submitted In Partial Fulfillment of the Requirement for the Award of the
Degree
Of

BACHELOR OF BUSINESS ADMINISTRATION

SESSION: 2010-2013

Submitted To:
By:
Ms. SavitaBedi
Asst. Proffessor
(Vth sem.)
MBA Dept.
1056

Submitted
Ravinder Singh
BBA
Roll. No.

SARDAR KEWAL SINGH INSTITUTE OF MANAGEMENT & TECHNOLOGY

KIRMACH (KURUKSHETRA)

PREFACE
Practical training is an important part of the theoretical studies. It is of
an immense importance in the field of management. It offers the
student to explore the valuable treasure of experience and an
exposure to real work culture followed by the industries and thereby
helping the students to bridge gap between in the theories explained in
the books and their practical implementations.
Research Project plays an important role in future building of an
individual so that he/she can better understand the real world in which
they have to work in future. The theory greatly enhances our
knowledge and provides opportunities to blend theoretical with the
practical knowledge.
I have completed the project on
Customer Satisfaction
I have tried to cover each and every aspect related to the topic with
best of my capability hope that this research would help many.

DECLARATION

I, Ravinder Singh student of Institute of Management studies, KUK studying

in BBA Vth sem have undergone summer training in for 6 weeks and have
submitted a project report on the title Study on Customer Satisfaction at
VOLKSWAGEN Productsas assigned by the company for the partial
fulfillment of degree of BBA. I solemnly declare that the work done by me is
original and no copy of it has been submitted to any other university for an
award of other degree fellowship on similar topic

Ravinder Singh

ACKNOWLEDGEMENT

I am highly indebted to Ms. Savita Malik (Asst. Professor in SKSIMT) for

permitting me to undertake my project report. Without her scholarly
guidance, painstaking efforts and persistent encouragement it would not
have been possible for me to complete this course of study. I am extremely
thankful to her, for providing me all the indispensable data regarding the
project along with her guidance and support. Her constant encouragement
and appraisal has helped me a lot in completing the project.
This project was successful due to the co-operation extended by
people who have truly contributed towards it.
I also acknowledge the corporation extended to me by all the
respondents and the staff members without whose help and co-operation
this project would have not been a success.
And finally to those whose lives and writings has come the wisdom of the
ages. We have tried to learn from your legacy.

Ravinder Singh

CONTENTS
S.no.

Particulars

1.

Introduction
a) Industry profile
b) Company profile
c) Introduction to the topic

2.

Objectives of the study

3.

Importance of the study

4.

Research Methodology
a) Research & its type
b) Research design
c) Sources of data
d) Sample size
e) Sample area

5.

Data Analysis & Interpretation

6.

Findings

7.

Limitations of the study

8.

Suggestions

9.

Conclusion

10.

Bibliography

11.

Annexure

Page No.

Industry Profile
In this era of cutthroat competition, no company can even survive in the
market place without knowing itself and its products strengths & weakness.
It has to fortify itself against threats from the environment and exploit its
strengths or increases profits. And it order to do so, the company has to
conduct regular surveys to know the consumers opinions, needs and
preferences. This helps the company to manufacture the product like wise
for each customers expectations.
It has now become more important for the customer confidence and higher
positioning of buyer perception. Thus, Surveys becomes genuine key to
success.
Our present study is on car segment. The car segment is dominated by
many players viz. Maruti, Tata, Folks Wagon etc.
Here our study will focus on folks wagons market share and their ways to
satisfy customers. We will compare some co.s then we will try to
understand the strategies of these co.s which help these companies to
capture large market share. Further we will also study the consumers
behavior towards the other segment cars. There will be an effort to study
the car owing pattern also.

Corporate Profile
Tata Motors is Indias largest automobile company which is the leader in
the commercial vehicles segment. It is the worlds fourth largest truck
manufacturer. The company had consolidated revenues of 27 billion dollars
in 2010-11. The company was also the first Indian engineering company to
be listed on the New York Stock Exchange (September 2004).
Tata Motors has operations in UK, South Korea, Thailand and Spain. There
is Jaguar Land Rover that it acquired in 2008. It also acquired Daewoo,
South Koreas second largest truck maker.
The company has 25,000 employees who have produced 5.9 million Tata
vehicles since 1954. The companys plants in India are at Jamshedpur
(Jharkand), Pun (Maharasthra), Lucknow (Uttar Pradesh), Pantnagar
(Uttarakhand), Sanand (Gujarat) and Dharwad (Karnataka). It produces
both Fiat and Tata cars in India. It has 3,500 dealerships in India and it
distributes Fiat cars.
The company has 4.500 engineers and scientists, as well as the
Companys Engineering Research Centre, established in 1966. The
Company has R&D centers in Pune, Jamshedpur, Lucknow, Dharwad in
India and in South Korea, Spain and the U.K. Tata Motors developed
Indias first Light Commercial Vehicle, the Sports Utility Vehicle and in
1998, the Tata Indica. Tata Indica became Indias largest selling car. Tata
also launched the Tata Ace, Indias first mini-truck. Tata also unveiled the
Tata Nano, Indias Peoples Car.

Company History

Tata Engineering and Locomotive was established in 1945 to manufacture

locomotives. In 1948, steam road roller was introduced in collaboration with
Marshall Sons (United Kingdom). In 1954 there was collaboration with
Daimler Benz for the manufacture of commercial vehicles only. This vehicle
was rolled out within 6 months of the contract. In 1959, the Research and
Development Center was set up at Jamshedpur. In 1961, exports began
with the first truck being shipped to Sri Lanka.
In 1971, DI engines were introduced. In 1977, Pune was the place where
the first commercial vehicle was built. Four years after that, there was the
manufacture of Heave Commerical Vehicles. In 1985, the first hydraulic
excavator was produced in a collaboration with Hitachi.

Company Founder(s)
JehangirRatanjiDadabhoy Tata was the founded of Tata Motors. He was
awarded the Bharat Ratna in 1992. He was born in Paris in France as the
son of RatanjiDadabhoy Tata and his mother was French - Suzanne Briere.
His father was the cousin of Jamshedji Tata. He spent his childhood in
France.
He obtained a first pilot license in India. He founded Tata Airlines in 1932
which has now become Air India. JRD joined Tata and Sons in 1925. He
was made the chairman 13 years later. He was the director of many
companies like Steel, Engineering, Power, Chemicals and Hospitality. The
company under his chairmanship grew from 100 million dollars to 5 billion
dollars. He started with 14 enterprises and in the end when he left there
were 95 enterprises.
In 1945, he founded Tata Motors. In 1948, he launched Air India, Indias
first international airline. In 1953, the Indian Government appointed his as
the Chairman of Air India. He also launched a program to give workers a
voice in the company. He founded Tata Consultancy Services.

Company Milestones

1986: The Tata 407, the first light commercial vehicle was produced
followed by the Tata 608.
1989: The Tatamobile 206- 3rd LCV model was produced.
1991: The 1st indigenous passenger car, the Tata Sierra was introduced.
The one millionth Tata vehicle rolled out this year.
1992: The Tata Estate was launched.
1993: There was a joint venture signed with Cummins Engine company to
manufacture high horsepower and emission friendly diesel engines.
1994: Multiple launches took place: The Tata Sumo multi utility vehicles
were launched as well as the LPT 709, a light commercial vehicle. There
was a joint venture with Daimler to manufacture the Mercedes Benz cars in
India. There was also a joint venture with Tata Holset to manufacture
turbochargers to be used on Cummins engines.

Vision & Values

The vision statement of Tata Motors Limited, India's largest automobile
company, is to be "best in the manner in which we operate, best in the
products we deliver, and best in our value system and ethics."

Awards & Recognition

Tata Motors won the Golden Peacock Award for Corporate Social
Responsibility for 2011. This award was received by SatishBorwankar, VP
of Manufacturing Operations and the head of Industry Relations, Mr. G.S
Uppal. It was awarded in April 2011.
Customer Support received the Golden Peacock Award in 2011. The Chief
Justice of India gave out the award. Tata Nano won the Best Car
Advertisement of the Year Award by Bloomberg UTV. This was awarded by
Autocar India Awards 2011. Tata Nano also won the GOOD DESIGN Award
for 2010
The Lucknow plant won the Rajiv Gandhi National Award in 2009. Tata
Motors was placed amongst the highest score band of 50%-55%. Ravi
Kant received the Golden Peacock Award for Business Leadership under
the Chairmanship of Justice Bhagwati. CNBC TV18 gave Mr.
Ramakrishnan the award for Indias best CFO by CNBC TV18 CFO Awards
2010. Tata Motors won the IT Service Management award for its
implementation in Bangalore. Tata Nano won the Gold Prize in the Best
New Product Segment in the Transportation Category under Edison
Awards.

Future Plans

Tata Motors plans to double its sales staff. They have 1,800 people
dedicated for the Nano and will hire additional staff to take the number up
to 3,000 people. Tata Motors plans to export 2,000 units per month.
Tata Motors also plans to launch the Nano in Nepal. The car will be on sale
across Nepal through the company distributor. The head of International
Business at TATA Motors said that they are delighted to introduce the TATA
Nano in Nepal. They feel its an ideal small car and the executive chairman
said that they are proud to bring the Nano in Nepal. The price of the Nano
will be NPR 798,000 and bookings will be open for 10 days. All three
variants of the car will be available in the Sipradi showrooms.
Tata Motors will raise funds overseas to reduce debts. The company may
raise $500 million in external commercial bonds. The Company will invest
five billion pounds in the UK in coming years. It will raise debt capital to
increase its debt maturity profile and reduce its interest cost

Corporate Profile
Maruti Suzuki India Limited
(MSIL, formerly known as MarutiUdyog Limited) is a subsidiary of Suzuki
Motor Corporation, Japan. MSIL has been producing cars in India since
1983. Marutis revenues totaled approximately 73.3 billion rupees in 20092010. Its operating profit as of 2009-2010 is 75 billion rupees while its net
profit comes to 6.8 billion rupees.
The company has two manufacturing facilities located at Gurgaon and
Manesar, south of New Delhi, India, which have an annual combined
capability to produce over a 12 lakh (12, 00,000) passenger car units. The
company is planning to invest 17 billion rupees in the Manesar plant.
Maruti is known for its hatchback cars, especially the Maruti 800. Other
popular hatchback models include the Maruti Zen and the Alto.
It offers fourteen brands and over one hundred and fifty variants - Maruti
800, Omni, Eeco, Alto, Alto-K10, A-star, WagonR, Swift, Ritz and Estilo,
Gypsy, SUV Grand Vitara, sedans SX4 and Swift DZire. Maruti Suzuki
introduced factory fitted CNG option on 5 models across vehicle segments.
These include Eeco, Alto, Estilo, Wagon R and Sx4. Maruti Suzuki has an
employee strength over 7,600 (as at end March 2010).
In 2009-10, the company sold a record 10,18,365 units including 1,47,575
units which we exported primarily to Europe, the remaining 870,790 sold in
India. In the third quarter of 2009-2010, the company sold 258, 026 units.
Thus, in March 2010, Maruti Suzuki had a India market share of 53.3 per
cent of the Indian passenger car market of 16,33,752 passenger car units.

Maruti Suzuki will be investing around Rs.1,250crore (Rs 12.5 billion) on

capacity expansion of the K-series engines between 2010 and 2012. The
expanded annual capacity will be over 7 lakh units from the present 5 lakh
units of K-series engine cars. This will be a progressive investment to be
completed by 2012. It has a sales network is 802 centers in 555 towns and

cities across India. The customer service support network comprises of

2,740 workshops in over 1,335 towns and cities.
In 2008, Maruti Suzuki India Limited, unveiled a National Road Safety
Mission under which it would train 500,000 people in safe driving in 3 years
at 61 Maruti Driving Schools and 4 Institutes of Driving Training and
Research (IDTR) in Delhi, Dehradun and Vadodara.

Company History
In 1981, Maruti was launched. The company was started by the
Government of India and was initially called Maruti Technical Services
Private Limited. The first Managing Director of the company was Sanjay
Gandhi, late-Indian Prime Minister Indira Gandhis son.
During the period of 1985 to 1996, a few other significant developments
took place including Suzuki taking up 50% stake in Maruti, leading to a 5050 joint venture between Maruti and the Government of India and over 60
per cent of its parts being produced in India leading to lower costs of
production as the parts didnt have to be imported from abroad. When
asked why Suzuki was chosen as the partner of this established
corporation, the chairman of Maruti, Mr. R. C Bhargava said that the
company went to Japan and none of the companies out of Nissan,
Mitsubishi and Daihatsu were ready to bring 40 per cent equity in India.
Suzuki was the only company which agreed to bring 26 per cent equity in
India and raise it to 40 per cent thereafter.

The first car that the company produced was a four-door Maruti 800 and
the second car that the company produced was a Multi-Utility Vehicle called
the Omni.
Between 1994 and 1996 Maruti released the Esteem, the Gypsy, the Omni,
the Gypsy King, Zen and Esteem. It also opened a second plant in
Manesar whose capacity at the time of opening was 2,00,000 units.

In 2000 Maruti launched a call center. This was the first time a car company
had ever launched a call center in India. In this year, Maruti setup a website
for its Wagon-R car, introduced a new model of the Zen, got the IRTE
National Award for its safety initiative, traffic management and environment
protection, launched the Baleno and the Wagon R with electric power
steering, joined hands with Sumitomo for providing after-sales service and
introduced the Suzuki Alto. The Gurgaon plant had stopped production due
to a strike by the employees.
Maruti introduced its first CNG car in 2001. In the same year Maruti
invested 550 crore rupees in manufacturing cars.
In 2002, Maruti launched Maruti Finance to offer financial services like
extended warranty and finance for car insurance. It also hiked its car prices
and launched the Versa. This was a good year for Maruti in exports as it
produced 16,000 cars for an order to Europe.
In the next few years Maruti got into collaboration with various companies
to launch car-selling schemes. They partnered with State Bank of India to
launch a scheme where each branch of the bank would sell a Maruti car.
The company also tied-up with Reliance Industries Limited for lease and
fleet management. This was the same year Kumar Mangalam Birla joined
Maruti as an independent director.
From 2005 - 2007 Maruti became the market leader of Indian cars and in
2006 unveiled the new Wagon-R in Punjab. In 2007, Maruti launched the
SX4 sedan.

Company Milestones
1970-1975: The Indian government launched a new car company called
Maruti Technical Services Limited which created competition for the

existing Ambassador Car Company. The government changed the name of

the company to Maruti Limited. Indira Gandhis son, Sanjay Gandhi
became the managing director of the company.
1976-1981: The Company was liquidated as a result of corruption. There
was a Maruti Scandal in 1978 where the court issued a notice to Maruti.
Sanjay Gandhi passed away. The Company was re-established when the
founders mother, Indira Gandhi took charge.
1982-85: Maruti produced its first car, the Maruti 800. It took the company
thirteen months to produce this car. This changed the landscape of the
Indian car market as Maruti 800 was the most cost-effective and fuelefficient car in India.
.
Between 1985 and 1995: Maruti launched the Gypsy, the Maruti 1000, the
Zen, the Esteem, and the Maruti On Road Service, a 24-hour service which
gives customers 24-hour access to technicians and vans who are ready to
help with any problem of the car round the clock. In 1987, the company
made its first export sale, selling 500 cars to Hungary.
2000-2005: Maruti launched Indias first call center and the Altrura, a luxury
car. It also introduced the 16-Valve MPFI G13BB engine in the Gypsy and
the power increased to 80 bhp.Maruti launched the Swift.
2006-2008: Maruti had produced up to six million cars.Maruti launched the
SX4, Swift Diesel and the company was renamed from MarutiUdyog
Limited to Maruti Suzuki India Limited.Maruti launched the Swift DZire, the
A-Star and inaugurated the K-series engine plant in Gurgaon.
2009: The Company shipped the first batch of A-Star cars from the Mundra
port.

Vision & Values

Maruti is Indias leader in the automobile industry. It believes that the
customer is king.
It is making sure that performance, after sales service and customer
support are really good in India. Here are some key points from Marutis
vision statement:
Modernization of the Indian Automobile Industry
Developing cars faster and selling them for less.
Production of fuel-efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles which was necessary for
economic growth.
Market Penetration, Market Development Similarly Product Development
and Diversification.
Partner relationship management, Value chain, Value delivery network
Maruti has two values capability and commitment. Marutis vision is to
appear as a Learning Organization.
There are three processes that are critical to develop, reinforce and
cascade a positive, transparent, supportive and high performing work
culture, systems and practices across the company. The first process is the
top level managements ability to walk the talk the managers ability to
deliver on time and at high efficiency levels. The second is a rewards and
recognition program that helps in assessment. Each member of the
organization from the shop floor level to supervisors to the managers to the
lower staff is recognized and rewarded for their efforts. These include
monetary benefits and in-kind benefits. Employees are given the career
development and career growth rewards. The third process is using
communication techniques like the Newsletter and the Monthly magazine to
highlight expectations and achievements of all the team members. This
three-tiered approach of walking the talk, rewards and recognition and

communication techniques is the three-pronged approach Maruti is taking

to ensure that its visions and values are met with the topmost standards
and that there is a high execution quotient in their work.
Maruti defines its vision statement on its website to include the following
five areas: Customer Obsession: Making sure that the customer gets what
desires.
Fast, Flexible and First Mover: It produces and sells cars as a rapid pace.
Innovation and creativity: It introduces new technologies and new models
at a rapid pace
Networking and Partnership: It believes in partnering with various
companies from producing parts to hosting car shows.
Openness and Learning: People working in the company are given a
chance to experiment and explore.

Technology
Maruti Suzuki uses an innovative Compressed Natural Gas technology
the Intelligent Gas Port Injection (iGPI) on five of its models the SX4,
Eeco, WagonR, Estilo and Alto. The iGPI technology delivers more power
and runs like a petrol-filled engine while achieving fuel-efficiency. The iGPI
technology uses injectors for each cylinder and a particular amount of CNG
is injection in the engine through gas ports. The Engine Control Unit
controls the amount of CNG needed for each ride.
Two components used by Maruti in cars such as the Maruti Omni to help
increase fuel economy are the crankshaft sensor and knock sensor. They
control the ignition timing and fuel injection. The crank shaft is a part of the
cars engine that translates its linear motion into rotation. The sensor is part
of the internal combustion engine which monitors the position and rotational
speed of the crankshaft. The knock sensor is a part thats linked to the cars
engine-when the cars engine is not working it knocks on it and usually you

hear the knocking sound. The knock sensor will send a signal to the
Powercontrol Car Module (PCM).
The Maruti Swift has a Direct Diesel Injection System engine. This engine
has efficient combustion, higher torque and cleaner emissions. It is an
extremely light engine and has a 75 bhp, 190 Nm of torque capacity. It has
a five-step multi-injection technology that makes the car run more smoothly
than other cars. It also has a Double Over Head Camshaft that gives the
engine a quick run. It also has a Chain Drive Timing System. This engine
is way better than the Maruti 800 engine which has a Single Over Head
Camshaft and only two valves per cylinder while the Swift has sixteen-valve
cylinder.
The Maruti Suzuki SX4 has a Variable Valve Timing engine.
According to the company, they will use K-Series engines in all car models.
Indias largest car manufacturer Maruti Suzuki decided to implement the Kseries petrol engine in all the models for at least five years according to a
company report. The K-Series engine is a straight four cylinder engine that
comes in Single Overhead Camshaft and Double Overhead Camshaft
variants. This engine will be made in the MarutiManesar plant in Haryana
for the A-Star car which is produced in India and sold in Europe. The KSeries engine is Euro 4 and Euro 5 compliant and is the most advanced of
engines. The engine has a CO2 emission of 109 gm/km and plans to
reduce it further. The engine is extremely fuel efficient.

Awards & Recognition

National

Maruti Suzuki Alto received the TNS Voice of Customer Award in 2008.
TNS Global is a market research firm. In the same year Maruti received the
CNBC-Autocar India Award in the category Best Value for Money Car for
the SX4. It also received the CNBC-Autocar India Best Mid Size Car Award
and the CNBC-Autocar India Car of the Viewers Choice Award for the SX4.
Maruti Suzuki India Limited received The Car Manufacturer of the Year
Award in 2008.
In 2009, Maruti won the JD Power Asia Pacific Customer Satisfaction Index
(CSI) Survey award, the JD Power Asia Pacific Sales Satisfaction Index
(SSI) Survey award, the Most Preferred Car Brand Award at CNBC AWAAZ
Consumer Award, the Golden Peacock Eco-Innovation Award, and the
Gold-Award by India Manufacturing Excellence Awards (IMEA).
In 2010, Maruti won the CNBC-TV18 Overdrive Manufacturer of the Year
Award and the Autocar Manufacturer of the Year Award.
Altos Boondon Mein campaign won the Silver medal of the prestigious
Effie Award in 2006 and 2007.

International awards
Japan It won the Car of the Year award by the Automotive Researchers' &
Journalists' Conference, the 2005-2006 Car of the Year, the Goof Design
Award by Japan Industrial Design Promotion Organization and the 20052006 Carview of the Year Award.
Iceland & Ireland Maruti Suzuki won the Car of the Year 2006 given out
by the BIBD Association of Automotive Journalists, the Samperit Irish Car
of the Year 2006 given out by the Irish Motoring Writers Association.
New Zealand and Australia Maruti won the Fairfax AMI Small Car of the
Year Award by Autocar.

Future Plans

On May 11, 2011, Maruti announced its plans to design new car models at
its Rohtak Plant in India. The new car models will be crafted for the next
four years for the Indian and International Market.
Maruti is experimenting with new car models in an effort to stay ahead of its
competition and will be responsible for 25 per cent of Suzuki, its parent
companys, revenues. In the financial year 2010-2011 Maruti Suzuki
reported a net sales figure of 37,522 crore rupees.
Maruti will invest in a new plant in Gujarat which will produce 6 million units
a year which is being done in an effort to make the company the leader in
the car market. The company is having a look at different plants as shown
by the Government of India.
In another effort, Maruti will introduce four new cars in the Indian market:
The mass-market hatchback, a utility vehicle, a new and improved Swift,
and a unique SX4.
The company plans to release the design of the YE3, the hatchback by
June-July 2011 while the car will actually be shown in the Auto Expo 2012.
The company plans to design the YE3 without any involvement of Suzuki
which is a major feat since most of its cars have been designed in
collaboration with Suzuki in the past. The YE3 will be a four-door, four seat
hatchback and will be available in a 600-800cc engine and a five speed
manual transmission.

COMPANY PROFILE

Volkswagen

Industry

Automotive

Founded

28 May 1937

Founder(s)

Ferdinand Porsche

Headquarters

Wolfsburg, Germany

Area served

Worldwide

Key people

MartinWinterkorn
Chairman
of
the
Board
Ferdinand
Pich:
Chairman
SupervisoryBoard

Products

Cars

Production output

5,271,776 units (2011)

Revenue

94.7 billion (2011)

Parent

Volkswagen Group

Corporate Profile

of
of

Management,
Volkswagen

The Volkswagen group consists of seven brands: Volkswagen, Audi, SEAT,

Skoda, Volkswagen Commerical Vehicles, Bentley, Bugaatti, Lamborghinin
and Scania.
The company has its headquarters in Walksburg, Europe. It is one of the
worlds largest car manufacturer.In 2010, it increased its customers to 7.2
million. In Europe one in five cars comes from Volkswagen.
Volkswagen means the Peoples car in German. Its slogan is Das Auto (the
Car). Volkswagen is Europes largest automaker. It has a market share of
over 20 per cent. In 2010, Volkswagen had a total global market share of
11.4 per cent and it is the third largest manufacturer behind GM and Toyota.
50 per cent of Volkswagen is held by Porsche AutomobilHoldin, 2.37 per
cent by Porsche Holding GmbH, 20.25 per cent by State of Lower Saxony,
10% miacellaneous, 17 % by the Emirate of Qatar.
From the first quarter of 2011 the Group operates 62 production plants in
fifteen European countries and a further seven countries in the Americas,
Asia and Africa. Around the world, nearly 400,000 employees produce
about 30,000 vehicles or are involved in vehicle-related services each
working day. The Volkswagen Group sells its vehicles in 153 countries.

Company History
The companys name was "GesellschaftzurVorbereitung des Deutschen
Volkswagens mbH." This name was changed to Volkswagen AG in 1938.
During the Second World War, Volkswagen production is switched to
armanments. Some 20,000 workers work at the plant to produce
armaments.

Volkswagen established a humanitarian fund. The British Military

Government takes responsibility of the company. Volkswagen production of
the Beetle has started.

Volkswagen Bully creates rising demand. In 1956, a separate

manufacturing plant for the Transporter is established. The one millionth
Volkswagen is produced - the Volkswagen Beetle.
In 1972, Volkswagen breaks world car production record with 15,007,034
units assembled. The Beetle goes ahead of the Ford Model T.
In 1973, the Volkswagen Passat goes into production.

Company Founder(s)
Volkswagen was founded in 1937 by the Nazi trade union. The German
couldnt afford anything except for a motorcycle. BelaBarenyi created the
basic design in the middle 1920s. Josef Ganz developed the Standard
Superior. In 1933 when these projects were being developed, Adolf Hitler
decided to sponsor a Volkswagen program. Hitler needed a basic vehicle
for transporting two adults and three children and he called it a peoples
car. Hitler started a new factory and named Ferdinand Porsche as the
engineer who would design the new car. Dr. Ferdinand Porsche agreed to
create the Peoples car for Hitler in 1934.
Erwin Komenda developed the car that is known as the Beetle today. It is
used in Germany since the 1920s. He helped design the bodies of VW
Beetle and various Porsche sports cars. He was born in Weyes, in Upper
Austria near Steyr. He worked as a car body designer in the Steyr factories.
He met Ferdinand Porsche in 1929. He then managed most cases in
Mercedes. He then became the chief engineer and leader of the Porsche
cars. He developed the VW Beetle. Komeda also designed the Porsche
550 Spyder.

Company Milestones
1973: The Passat front wheel drive with four cylinder engine goes into
production.

1974: The Golf goes into production. It becomes a hit and succeeds the
Beetle. This year even the Scirocco goes into production until 1981.
1976: The Golf GTI comes out of production.
1983: Production of the second generation Golf begins. Robots are
deployed for producing it.
1999: With the production launch of the Lupo 3L TDI, the first production
car to offer fuel consumption of just three litres per 100 kilometres, in July
1999, Volkswagen once again makes automotive history.
2000: In August 2002, at Volkswagen Slovakia, a.s. in Bratislava, mass
production of the Touareg, a luxury-class off-road vehicle, is started,
marking the Volkswagen brand's move into an entirely new market
segment. In December 2002 the "Auto 5000 GmbH" company, operating a
plant at the Group's site in Wolfsburg, starts production of the Touran
compact van. A special collective pay model has been developed, aimed at
implementing lean production and involving flat hierarchies, team working,
flexible working hours and the deployment of more process expertise by
the workforce.
2003: Production of the fifth generation Golf starts.

Vision & Values

Volkswagen is not an entry level car manufacturer. They can modify their
product for the local country that they are selling their product to. They can
restructure their product to meet the demands of the local market. They
have differentiated their product. They have an accessible car.

They give their cars a unique feature set. They have a large dealer
network. Volkswagen has nice luxury cars but they dont have good sporty
cars. The service is really good.

The company also strives for excellence in manufacture of high quality cars
and they believe in integrity, respect for people, teamwork, responsibility
and autonomy, leadership skills, excellent professional qualifications and
commitment to a common goal.
They are organized in work groups and believe in personal and
professional development. They also have a philosophy of continuous
training. They provide employees with a training center to develop their
skills. They want to produce a product that is the Best in Class. They
believe in luxury cars.

Technology
The Direct Shift Gearbox technology is made up of two gearboxes. Clutch
one serves the first gearbox unit with 1st, 3rd, 5th, 7th and reverse gear
and clutch two the second gearbox unit with 2nd, 4th and 6th gear. This
helps the car get more fuel efficiency.
The clutches and gearboxes are controlled by a combination of mechanics
and electronics. This uses information such as the engine speed, the road
speed, the accelerator position to set optimum gear.
DSG allows for fast, smooth gear changes, live handling, safe driving, and
improved fuel economy.
When you want to park your car, you use the Park Assist Button and it will
scan to see whether you have enough space or not to park. You can then
stop the car, select reverse gear and let go of the steering wheel. It goes
automatically into its space.

Awards & Recognition

Vokswagen has won the CNBC Overdrive Volkawagen Polo and Business
Standard Motoring Award for the Polo. The Polo also won the Subros Car
India Award. It also won the NDTV Car and Bike Award, Polo also won the
Zigwheels award, the NDTV Car and Bike Award.
The Volkswagen Vento won the BBC TopGear Award, the Subros Car
Award of 2011, theZigwheels award 2011, the NDTV Car India Award,
ZigWheels Award and Motor Vikatan Award.
.

Future Plans
Volkswagen plans to make engines in India. The company will also
manufacture a range of small cars in India. It already took out the Jetta
Sedan and plans to introduce the Phaeton in India soon. It will also supply
engines to foreign markets.
The company is also looking at local vendors to increase sales locally,
maintain low costs in service.
Volkswagen will invest Rs. 2,400 crore in India and is also expected to set
up a plant in Chakan in Maharasthra that will produce 1.1 lakh units of cars
initially.
Volkswagen wants to increase its sales in India to one million cars by 2018.
They plan to duplicate the success they had in China in India. The
company will need to sell large volumes of cars to survive in India.
Volkswagen India is speaking to Suzuki Motors India to come up with an
India specific Volkswagen car in the future. The two companies are also
wanting to source small diesel engines as diesel cars are gaining popularity
in India.

NEWS OF AUTO EXPO2012

Volkswagen to unveil new SUV at Detroit Show in January 2013

Published: Friday, October 26, 2012 4:41 PM
By Divya Kumar
Come January and there will be another SUV concept by Volkswagen just
like the Taigun that has created much abuzz at the Sao Paulo Motor Show
in Brazil. The Volkswagen Up based Taigun has attracted the attention of
car lovers from across countries and its design was seriously appreciated.
Preparing a new SUV concept for the upcoming 2013 Detroit Motor Show,
VW will be showcasing its new SUV at the show. And it is believed to be
the show stopper. Continue Reading
Volkswagen News
Volkswagen Taigun SUV unveiled, heading straight to India
Published: Tuesday, October 23, 2012 11:24 AM
By Divya Kumar
Whenever a new SUV is in any town in any part of the world, some suggest
that it will be heading to India. This is right to some extent and one such
SUV is the Volkswagen Taigun (popularly known as Volkswagen Tiguan)
which was unveiled recently in Brazil. This mini SUV is all set to rock the
market and give the Ford Ecosport some tough time. Renault Duster that
has recently.... Continue Reading
Volkswagen launches 21.74 kmpl Polo Blue GT petrol
Published: Monday, October 22, 2012 2:18 PM
By Ramendra Singh

The German car maker is pushing its Volkswagen Polo and Volkswagen
Vento hard. After imbibing a lot of features in these two cars, the car maker

has launched the Polo Blue GT edition. The best part of this variant is its
high frugalness. The rising petrol prices no longer affect this Volkswagen
car and the owner gets the same peace of mind as that of any other diesel
car owner. The Polo comes with ACT cylinder deactivation technique that....
Continue Reading
Volkswagen Polo and Passat based SUVs in the making, launch in 2014
Published: Friday, October 19, 2012 3:07 PM
By PawanRana

KEY CHRACTERISTICS
VOLKSWAGENS

OF

AN

EFFECTIVE

STRATEGY

OF

1. Long-term direction
Volkswagen (VW) released a proposal on Feb 26 with-target of growing
annual-vehicles-sales from thecurrent 1 million to 2 million as-well
enlarging its-fleet byadding and also renewing at least 4 models per year
by 2018. VW will open a new-chapter for thecompany'soperationsin China.
(Li Fangfang, 2009)
VW is currently spending $1billion to build a new plant in Chattanooga,
Tennessee, for the production of a midsize sedan in 2011 with initial
capacity of 150,000 cars annually. VWs plans for 2018 include increasing
its U.S market shear from 2 percent to 6 percent by selling 800,000
vehicles per annum in the U.S.A. By 2018, VW plans to export 125,000
vehicles from North America to Europe. VWs plans include large
expansions at its Puebla, Mexico plant. (Fred R. David 2011)
The initiation of Strategy 2018 has begun, along with-the long-term goals of
VW in China. It tags along from-thesuccessful reformation, together at the
same time with-the Olympic-Program; we implemented inthe coming along

withthe 2008 Games, said Winfried Vahlnd, executive VP of the VW in

China (VGC). (Li Fangfang, 2009)
2. Scope of an organizations activities
VW is focusing on theemerging markets such-as China and Brazil for the
purpose reducing cost of production due to cheaper labor cost as well as
raw materials. As a growth strategy VW are planning to widen their scope
of activities to Indonesia where Toyota already has a manufacturing plant
that dominates the market. This will be a challenge to VW but long term
excellent strategic planning might help the market penetration. VW owns
several first-class car manufacturers, including AUDI, Lamborghini, Bentley,
and Bugatti. Other VW makes include SEAT and SKODA. VW operatesplants inAfrica, theAmericas, Asia-Pacific, and Europe; VW holds-68% of
the-voting right in Swedish truck-maker Scania and-about 30% MAN AG.
The VW has further extended its market...

Current affairs of vw
ArvindSaxena appointed the Managing Director of Volkswagen India
Corporate Current Affairs August 2012. German car maker Volkswagen
appointed ArvindSaxena as the Managing Director of Volkswagen
passengers car in India
Tags : Volkswagen , Volkswagen India , ArvindSaxena
Volkswagen Launched Polo
Volkswagen launched its premium hatchback Polo in India on 23 Feb 2010.
The car is priced at Rs 4.34 lakh for the 1.2 litre petrol variant and Rs 6.70
lakh for the high-end diesel variant.
Tags : auto makers , auto industry , German auto makers , Volkswagen ,
Polo , Delhi Auto Expo.

INTRODUCTION TO THE TOPIC

CUSTOMER SATISFACTION
Customer satisfaction, a business term, is a measure of how products
and services supplied by a company meet or surpass customer
expectation. But that seems off when you look at the separate definitions
of the two words that comprise the term.
Customer Satisfaction is the result of a process.
Customer Satisfaction is a measurement or indicator of the degree to
which customers or users of an organizations products or services are
pleased with those products or services.
Customer Satisfaction is a comparison of expectations versus perception
of experience.
Customer Loyalty relates to a relationship between a company and a
customer.
Customer Loyalty includes behaviors (a.k.a. Customer Retention) where
customers make repeat purchases of their current brand, rather than
choosing a competitor brand instead.
Customer Loyalty includes attitudes where a customers judgments and
feelings about a product, service, relationship, brand, or company are
associated with repeat purchases.
It is important to note that Customer Satisfaction and Customer Loyalty are
related but one does not always drive the other. For example a Customer
may not be satisfied, but is loyal. These customers are called Captives". It
is also possible for a customer to be extremely satisfied, but not loyal. This
situation occurs in highly commoditized markets where there is little to no
product differentiation.

IMPORTANCE
Customer satisfaction is the foundation of a good business.
Satisfied customers will make a great foundation for return business, and
they may also bring in their friends and associates. Remember that
customers are the heart of any business. Keep them satisfied, and
encourage them to tell their friends about their experiences with your
business.
Enhance Successful Strategies
Customer satisfaction surveys ask questions about various areas, including
customer service, employee knowledge or helpfulness and the policies and
procedures of your business. Inquiring about a recent return may tell you
that customers are happy with your policy and will buy from you again
because you back up your products
Know Where to Improve
Some business owners may use customer satisfaction surveys after they
experience a drop in sales volume. If you receive overwhelming responses
that your company is more expensive, you'll have an opportunity to adjust
pricing or manufacturing methods to be competitive.
Collect Product or Services Data
You may not know your customers' dissatisfaction with your products or
services until you read about it on business review websites. A high number
of returns can indicate poor quality, but if customers don't specify why they
don't want the items, you may not know you're losing sales due to negative
details disseminated about your products. A section of your customer
service survey should be dedicated to the level of satisfaction with your
product or services.

Customer Satisfaction in 7 Steps

1. Encourage Face-to-Face Dealings
2. Respond to Messages Promptly & Keep Your Clients Informed
3. Be Friendly and Approachable
4. Have a Clearly-Defined Customer Service Policy
5. Attention to Detail .
6. Anticipate Your Clients Needs & Go Out Of Your Way to Help Them
Out.
7. . Honour Your Promises.

OBJECTIVE OF THE STUDY

To know the effective factors of customer awareness and preferring

Volkswagen cars.

To know which kind of offers can attract the new customers.

To know whether the customers are satisfied with the offers given by
the dealer.

Quality products and services will be supplied at competitive prices.

Any problems with orders or services provided will be dealt with to

ensure minimum inconvenience to the customer and prompt
rectification.
To maintain a high standard of health and safety within the working
environment.

RESEARCH METHODOLOGY
Meaning : Research is an art of scientific investigation. It basically a
carefully investigation for search of new facts in any branch of knowledge.
Research Design : A research design is the arrangement of conditions for
collection and analysis of data in manner that aims to combine relevance to
the research purpose with economy in procedure. It is a framework, which
determines the course of action towards the collection and analyses of
required data. It may be described as the conceptual structure with in which
the research is conducted.
I have adopted descriptive research as well as explorative design for
analysis of data.
Sources of Data Used in Study:
Primary: They are those which are collected for the first time and
thus happen to be original in character.
1. Observation method
2. Interview method
3. Structured Questionnaire
Secondary data: they are those which have already been collected
and which have already been passed through the statistical process.
1. Books
2. Reports of co.
3. websites
Sample Size: 100
Sample Area :Sonepat and panipat
Tools and Technuques of analysis : Average percentage method.

ANALYSIS
AND
INTERPRETATION

Analysis and Interpretation

Ques1: Do you have a car ?

Options
Respondent
Percentage

Yes
80
80

No
20
20

Total
100
100

Do you have a car?

yes

no

20%

80%

Analysis :It is clear from the above diagram that 80% of the people have
car.

Ques.2 : why you bought your present car?

Options
Increase in disposable
income
Better safety at roads
Family needs
Suits your lifestyle
Increase in family size
Total

Respondent

Percentage
35

35
22
16
15
12
100

22
16
15
12
100

Motives for buying car

Increase in disposable income

Better safety at roads

Family needs

Suits your lifestyle

Increase in family size

12%

35%

15%
16%

22%

Analysis: from the above we can analyse that 35% of persons motive for
buyins car is Increase in their disposable income,22%s better safety at
roads, 16%s family needs,15%s suits their lifestyle, 12%s increase in
family size.

Ques.3 :Brands of cars that customers having ?

Options
Maruti
Tata Motors
Volkswagen
Any Other
Total

Respondent
40
35
15
10
100

Percentage
40
35
15
10
100

Brands of car that customer have

Maruti

Tata Motors

Volkswagen

Any Other

10%
15%

40%

35%

Analysis:From the above table and diagram we can analyze that most of
the persons prefer Maruti after that Tata only 10% of the person prefer
Volkswagen.

Ques4 :which modal of Volkswagen do you have?

Modal of Car
Polo
Jetta
Vento
Passat
Total

No. respondent
45
25
20
10
100

percentage
45
25
20
10
100

Modal Preffered
Polo

Jetta

Vento

Passat

10%
20%

45%
25%

Analysis : it is cleared from above table and diagram most customer prefer
small car instead of luxury ones.

Ques. 5: what is your Motivating Factor to buy the car ?

Factor
Your family
Society
Life style
Culture
Any other
Total

No. of Respondent
36
28
12
10
14
100

Percentage
36
28
12
10
14
100

Motivating Factor
Your family

Society

Life style

Culture

Any other

14%
36%

10%
12%
28%

Analysis : as it is clear from the above diagram that most people are
motivated by family and society to by the car.

Ques.6 : what feature you like in the car?

Product features
Fuel efficiency
Style
Comfort
Engine power
Resale value
Any other
Total

No. of Respondent
30
12
18
18
12
10
100

Percentage
30
12
18
18
12
10
100

Motivating features
Fuel efficiency

Style

Comfort

Engine power

Resale value

Any other

12%

10%

18%
18%

30%
12%

Analysis: as it clear from the above diagram that most of the people
see features like fuel efficiency, comfort and engine power.

Ques7: what are offers which motivate you to buy the car?

Offers
Free insurance
Special discount
Extending service
period
Finance availability with
0% interest
Total

Respondents
16
14
40

Percentage
16
14
40

30

30

100

100

Motivational offer
Free insurance
Special discount
Extending service period
Finance availability with 0% interest

30%

16%
14%
40%

Analysis : extending service period , availability of finance at 0%

interest are the offers which motivates most of the customers to buy
the car.
Ques8: which variant of the fuel motivates you to buy the car ?

Variant
Petrol
Gas
Diesel
Total

Respondents
20
50
30
100

Percentage
20
50
30
100

Fuel variant preffered

Petrol

30%

Gas

Diesel

20%

50%

Analysis: from the above table and diagram we can analyze that gas
variant of the car is preferred by most of the customers after that and finally
diesel.

QUES9: Are you satisfied withservice level of authorized dealer of the

company?

Satisfaction level
Very much satisfied
Satisfied
Ok
Not satisfied
Total

Respondents
10
60
18
12
100

Percentage
10
60
18
12
100

Satisfaction from azuthorised dealer

Very much satisfied

Satisfied

Ok

Not satisfied

12%

10%

18%
60%

Analysis: from the above we can analyze that mostly the customers
are satisfied by the services of authorized dealers.

Ques10:weather the company is providing better after sale service ?

Options
Yes
No
No response
Total

Respondents
65
25
10
100

percentage
65
25
10
100

Satisfaction from after sale service

Yes

No

No response

10%
25%
65%

Analysis : From the above we can analyse the 65% of the customers
are satisfied 25% are not satisfied and left 10%not responded.

FINDING
OF
THE STUDY

FINDINS OF THE STUDY

It has been a great job of the research to present the results in the
immaculate way so that the purpose for which whole of the research
has been must be fulfilled.
In the light of the specified objectives of the research study and
above discussion along with the analysis of the data collected
following was interpreted from the data found from the study
undertaken:
In India most of the car users are of small cars. The customers of
India prefer family car than luxury car.
Car have shown an increase in craze and trends in the recent
past owing to the marketing strategies, mileage factors, price and
ease in handling as may be clear from the data analyzed.
The advertisement plays a major role in communicating to the
customer information/secificatin abut the product. Among the
supporters of advertising the most preferred media of advertising
in cade of cars is the TV followed by the print-media together.
This is clearly sign of increasing materialism and consumer due
to the invasion of science in public life.
From the study, it was found that people are mostly motivated by
user life style, culture, society and family to buy the product.
It was found that company is providing better after sales services
which is useful for improving market share and providing
satisfaction to the customers.

 It was found that company is satisfying its customers by

providing various offers like :
1. 0% interest finance schemes
2. Special discounts on sale of car
3. Free insurance
4. By extending the service period
It was also found that company is satisfying its customers on
the basis of features like:
1. Fuel efficiency
2. Safety mostly
3. Sound quality
It was also found that most of the customers gives priority to the
gas fuel variant of the car.

Limitations of the study

it is extremely important to evaluate and consider the limitations of
the study in advance in order to assess the reliability of the
findings.in our study the following limitations were encountered:
Consumers sometimes find it difficult to express their feeling
due to various barriers and thus results may be far from reality.
The time and money are also big constraints in the course the
course of the research process.
The sample size being smaller may not lead to the generalized
results for a larger population base.
The intensity of advertising, their frequency and media has
combined effect on consumers along with their cultural
background. Thus it is quite difficult to segregate and measure
the individual factors impact on customers.
Sometimes customers give fake information.
Sometimes customers dont give time.

SUGGESTIONS

Today the prices of petrol are increasing day by day. Company should
manufacture more variants in Diesel, Gas engine vehicle.
Number of service centers should be increased.
Provide information about new cars along with their price lists atleast
once in 6 months.
Customers should be educated about the maintainance of the vehicle
i.e. maintenance tips should be provided.
Keep service stations at main locations of the city where many
customers feel it easy to go to service centers.
Easy finance scheme should be launched more and more. Because
easy finance is most competitive tool to Increase the sale.
When it comes to reputation or creating brand image for a car, TV
should be given superiority than any other medium whatsoever.

CONCLUSION

It can clearly be said on the basis of all the study conducted so far that
Advertisement play a major role in promoting among the customers. It is
immaterial that customers are from which family status or background. All
of them go in for advertisement when it comes to the purchase decision
making of car or a given product.
Advertising that distribute information to consumers that can help them
make better economic decision than they would in absence of that
information provides a positive economic service. Of course, any
advertising that, by deception or by any other means, induces consumers
to make sub optimal decisions provides a corresponding negative
economic service. Some advertising is of more value others along this
dimension.
It is unreasonable to separate the economic and social factors to increase
the sale it isclear now that advertising enhances buyer decision-making by
providing information and supporting brand names. It provides and efficient
means to firms to communicate the utility of a buyer receives from a
product.it supports the various media has the largely unrealized potential to
reduce extremes in the levels of consumer buying.
Customer satisfaction is also the important factor, which affects the
financial position & goodwill of the company. Customer demands are
dynamic, but its consideration is necessary for every company to make
existence into the market.

BIBLIOGRAPHY

Books:
Kothari, C.R.

Marketing Research, vishwaprakashan, New Delhi

Beri, G.C.

Market research, New Delhi

Report :

sustainability report of Volkswagen

Websites:
http://www.tatamotors.com
http://www.driveinside.com/profile/tata-motors-india/11/
http://www.driveinside.com/profile/maruti-suzuki-india/17/
Website: http://www.volkswagen.co.in
http://www.driveinside.com/profile/volkswagen-india/24/
http://www.carkhabri.com/carnews/volkswagen
http://www.marutisuzuki.com
www.google.com
http://en.wikipedia.org/wiki

QUESTIONNAIRE FOR THE RESEARCH

Ques1: Do you have a car?

1) YES

2) NO

Ques.2 : why you bought your present car?

1)
2)
3)
4)
5)

Increase in disposable income

Better safety at roads
Family needs
Increase in family size
Suits your life style

Ques.3 :Brands of cars that customers having ?

1) Maruti

2) Tata Motors

3) Volkswagen

4) other

Ques4 : which modal of Volkswagen do you have?

1) Polo

2) Jetta

3) Vento

4) Passat

Ques. 5: what is your Motivating Factor to buy the car ?

1) Family

2) society

3) Life style

4) culture

5) Any other
Ques.6 : what feature you like in the car?
1) Fuel efficiency

2) style

3) Comfort

4) Engine power

5) Resale value

6) any other

Ques7: what are offers which motivate you to buy the car?
1)
2)
3)
4)

Free insurance
Special discount
Extended service period
Finance availability with 0% interest

Ques8: which variant of the fuel motivates you to buy the car?
1)petrol

2) gas

3) diesel

QUES9: Are you satisfied with service level of authorized dealer of the
company?
1) Very much satisfied
2) Ok

2) satisfied
4) not satisfied

Ques10:weather the company is providing better after sale service ?

1) Yes
3) No response

2) No