5 project on customer satisfaction

7/31/2019 5 Project on Customer Satisfaction

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Executive Summary:-

In the month of February 1981 Maruti Udyog ltd. came into existence and later

revolutionized the face of four wheeler automobile segment in India. Since then its

motto has been to cater to the needs of the sensitive Indian market and provide value

for money. In the late 1990s the company started facing stiff competition from the

other major international companies. The companies had to find a cutting edge or USP

(unique selling proposition) to win over the competition. Some companies focused on

futuristic design, others gave emphasis to the performance of the car in terms of power,

features etc. But Maruti Udyog (now Maruti Suzuki) was able to maintain its stand in

the market.

The reason behind the success of Marutis products can be a number of factors like its

brand value, understanding of the Indian market or its established distribution and after

sales service which has enabled them to achieve customer satisfaction.

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and has increasingly become a key element ofbusiness strategy.

Maruti has decentralized its customer satisfaction to its franchised outlets. This study is

on how effectively has the store been able to keep up the reputation of Maruti Suzuki

and their effective level of providing customer satisfaction.

The following research was carried out on Sagar Automobiles, a leading Maruti Suzuki

showroom in the city of Bangalore. Sagar Automobiles belong to the Sagar group

which has the main aim of providing quality service to each of their customers. They

group has other business activities in the field of education and healthcare.

The research technique applied in this study is descriptive in nature. The sample size

for the research was of a hundred people who walked into the store for the purpose of

buying or enquiry of the product. The information was gathered with the help of

questionnaire and personnel interview technique.


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The questionnaire consisted of questions such as the environment in the store and rating

of the salesperson in field of his knowledge, communication along with the different

departments of the store such as the finance and after sales counters. The data collected

from the questionnaire has been thoroughly analyzed and interpreted in the later

chapters.

The research with the help of questionnaire led to a number of findings and

recommendations for the store to help the customers achieve maximum customer

satisfaction.

The store has been able to provide satisfaction to maximum of the customer but has

lacked to provide it to all of them. The research ends with the recommended steps

required to provide satisfaction to each and every customer.


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INTRODUCTION TO MARKETING

The task of marketing is to identify consumers needs and wants accurately, then to

develop products and services that will satisfy them. For marketing to be successful, it

is not sufficient to merely discover what customers require, but to find out why it is

required. Only by gaining a deep and comprehensive understanding of buyer behavior

can marketings goals be realized. Such an understanding of buyer behavior works to

the mutual advantage of the consumer and marketer, allowing the marketer to become

better equipped to satisfy the consumers needs efficiently and establish a loyal group

of customers with positive attitudes towards the companys products.

Consumer behavior can be formally defined as: the acts of individuals directly involved

in obtaining and using economic goods and services, including the decision processes

that precede and determine these acts. The underlying concepts of this chapter form a

system in which the individual consumer is the core, surrounded by an immediate and a

wider environment that influences his or her goals. These goals are ultimately satisfied

by passing through a number of problem-solving stages leading to purchase decisions.

The study and practice of marketing draws on a great many sources that contribute

theory, information, inspiration and advice. In the past, the main input to the theory of

consumer behavior has come from psychology. More recently, the interdisciplinary

importance of consumer behavior has increased such that sociology, anthropology,

economics and mathematics also contribute to the science relating to this subject.

Consumer Research is the systematic collection of & analysis of consumer information

for the purpose of important decision making in marketing. It is an important tool to

study buyer behavior, change in consumer life styles & consumption patterns, brand

loyalty & also forecast market changes. It is also used to study competition & analyze

the competitors product positioning & how to gain competitive advantage. Recently

consumer research is being used to help create & enhance brand equity. This is a new

role and decidedly different from the conventional one where it was used for just

studying buyer behavior or for conducting feasibility studies etc.


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In fact because of this conventional role, consumer research till mid 1980s was

considered a luxury, which only multinationals like Lever, Procter & gamble & there

like could afford. However it is not so now. This is because competition in all sectors

has increased manifold after 1985 especially after 1991. Due to liberalization &

globalization the competition has intensified & survival of an organization is at stake.

Their aim is now to gain & retain competitive advantage & consumer research plays an

important role over here. Realizing this contribution more & more companies are

turning towards consumer research. However there are still many who are skeptics of

consumer research. There criticism is that consumer research conclusions are notdependable.

There are various cases where the research has failed to deliver desired results or the

product failed even though the research had shown that majority of customers preferred

it. The classical example is that of Chevrolet, which failed to correctly understand

customers expectations & went ahead to launch Spark. Its marketing research showed

that customers in India did not like the model developed by the company. We all know

that Chevrolet Spark failed & in less than six months of its launch in 2007, the

Chevrolet management started promoting Aveo U-VA keeping the expectations of

Indian consumers in mind. This example also brings before a major limitation of most

researchers, & that is they often respond to the here and now situation rather than

taking a long-term view of the market. In fact many times researchers over look the

background of the problem & comes up with recommendations, which are at times not

feasible. Besides consumer research has often been de-linked from the business

strategy. When that happens, most research reports become academic in nature & arefiled. Therefore to make consumer research more effective it is important that it has a

linkage with business strategy & should respond to future or emerging scenarios in the

market place.

We have become a service economy. Yet few organization are truly delighting their

customers, but todays customers are increasingly sophisticated, educated, confident

and informed. They have high expectations of the Service they want to receive. They

want greater choice and will not be sold to or manipulated.


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Present situation of the Four Wheeler Industry in India:-

The 4W industry in India has not quite matched up to the performance of its

counterparts in other parts of the world. The primary reason for this has been the all-

pervasive regulatory atmosphere prevailing till the opening up of the industry in the

mid-1990s. The various layers of legislative Acts sheltered the industry from external

competition for a long time. Moreover, the industry was considered low-priority as cars

were thought of as "unaffordable luxury".

Initially in the post-liberalization period, the automotive sector, especially the

passenger car segment, saw a boom. The buoyancy in the sector was derived primarily

from economic vibrancy, changes in Government policies, increase in purchasing

power (especially of the upper middle class), improvement in life styles, and

availability of car finance. The passenger car industry was finally deregulated in 1993,

and many companies, both Indian and foreign (like Daewoo, Ford, General Motors, and

DaimlerChrysler), entered the market. However, the smooth sailing was suddenly

disrupted in the last quarter of FY1996. The automobile industry, which contributed

substantially to industrial growth in FY1996, failed to maintain the same momentum

between FY1997 and FY1999. The overall slowdown in the economy and the resultant

slowdown in industrial production, political uncertainty and inadequate infrastructure

development were some of the factors responsible for the slowdown experienced by the

automobile industry. In FY2000, the sector experienced a turnaround, posted positive

growth rates and witnessed the launch of many new models. But the spectacular growth

in FY2000 was followed by a decline in FY2001 and only a marginal growth of 0.5%

in FY2002.

However, since FY2003, industry sales have increased at a 3-year CAGR of 17.4% to

1.14 million in FY2006. Although there was a slowdown in FY2006, after the high

growth in FY2004-05, the recent high growth has been on the strength of an increase in

the disposable income of middle-income salaried people, release of pent-up demand,

and easy availability of credit.


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The major car manufacturers worldwide consider India a good potential market and

they foresee a large future demand here. As can be seen from the table below, India is

now a major global producer of cars, with India's share in world production increasing

from 1.6% in 2000 to 2.7% in 2005.

Two things that stunted growth of the Indian automobile industry in the past have been

low demand and lack of vision on the part of the original equipment manufacturers

(OEMs).However, the demand has picked up after the liberalization of the regulatory

environment, and global OEMs who enjoy scale economies both in terms of

manufacturing and research and development (R&D) entered the Indian market. This

has resulted in a significant shift in the way business is conducted by suppliers,

assemblers and marketers.


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The companies involved in the automobile segment in India:-

The automobile revolutionary era in India started with the commencement of foreign

collaborated establishments like Maruti Suzuki, Daewoo, Ford, Opel, Hyundai, etc. the

old concept of Fiat and Ambassador which prevailed in India for about half a century is

now virtually wiped off. The revolution of automobile industry backed by the

liberalized banking system of loans made the common man opt for a luxurious mode of

transportation

The growth of the Indian middle class along with the growth of the e conomy over the

past few years has attracted global auto majors to the Indian market. Moreover, India

provides trained manpower at competitive costs making India a favored global

manufacturing hub. The attractiveness of the Indian markets on one hand and the

stagnation of the auto sector in markets such as Europe, US and Japan on the other have

resulted in shifting of new capacities and flow of capital to the Indian automobile

industry.

Global auto majors such as Japanese auto majors Suzuki, Honda and Korean car giantHyundai are increasingly banking on their Indian operations to add weight to their

businesses, even as numbers stay uncertain in developed markets due to economic

recession and slowdown.

Moreover, according to a study released by global consultancy firm Deloitte, at least

one Indian company will be among the top six carmakers that would dominate the

global auto industry by 2020. According to the study, the car industry would see a

massive capacity building in low-cost locations like India and China as manufacturers

shift base from developed regions.

Production:-

Although the sector was hit by economic slowdown, overall production (passenger

vehicles, commercial vehicles, two wheelers and three wheelers) increased from 10.85


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million vehicles in 2007-08 to 11.17 million vehicles in 2008-09. Passenger vehicles

increased marginally from 1.77 million to 1.83 million while two-wheelers increased

from 8.02 million to 8.41 million.

In recent times, India has emerged as one of the favorite investment destinations for

automotive manufacturers.

German car major Audi will start assembling its sports utility vehicle Audi Q5

from mid-2010. The company plans to assemble more cars locally at its

Aurangabad plant instead of importing completely built units (CBUs).

Ford India commenced commercial production of its compact car Figo, and

diesel and petrol engines at a new factory in Chennai. The Figo will be built

exclusively in India and exported to Asian countries and South Africa.

Japanese major Nissan has decided to shift the entire production of its small car,

Micra, from the UK to India. After production of the Micra begins here, Nissan

plans to manufacture four more models in India, involving a total investment of

over US$ 412.2 million.

Suzuki Motorcycle India (SMIPL), a wholly-owned subsidiary of Japanese auto

major Suzuki Motor Corporation, plans to double production capacity of its

two-wheelers to 300,000 units by the end of the current fiscal year. The

company will invest US$ 26.77 million.

Volkswagen has set a target to localize production in India to about 80 per cent

in 2-3 years from the current levels of almost 50 per cent as it seeks to offer cars

at more competitive prices.

Road Ahead:-

The Indian auto industry is likely to see a growth of 10-12 per cent in sales in 2010,

according to a report by the global rating firm, Fitch. According to its report, Indian

Auto Sector Outlook, competition in the country's auto sector is likely to increase due

to increasing penetration of global original equipment manufacturers (OEM).


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Who is a customer?

He is the most important person in any business.

We are totally dependent on him.

He is not an interruption but a sole purpose of any business.

He is an essential part of our business and not an outsider.

He is not just money in the cash book, but a human being with

feelings that need to be treated respectfully.

He is termed as the king.

Customer can also be defined as:

A person, company, or other entity, which buys goods and services, produced by

another person, company, or other entity is known as a customer

For a better customer care, many companies take a way of customer surveys. But

whats the real purpose of customer surveys? The answer changes, depending on who

you ask. Ask a company and they will tell you that they are seeking feedback and

validation. Pose a same question to a customer and he will say that he invests time

taking customer surveys because he seeks change and action. Welcome to another

disparity between customers and vendors.

Understanding the purpose of customer surveys is not just a matter of semantics. This is

not an exercise in wordsmith. There is a fundamental difference between companies

and customers in understanding the purpose of the dialogue. When approaching

customers in understanding the purpose of the dialogue. When approaching customers

with customer survey, companies often are seeking validation for their actions. They

are trying to obtain affirmation for the legitimacy of their products and services. As a

result, questions are designed with very few strategic intentions. The questions often


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reflect wishful thinking and hopeful answers. As a result, the survey results reflect the

expected answers and provide very little execution guidance. If customer responses

surprise the organization, most of the efforts are geared towards challenging the results

and providing counteracting data to prove that the survey is inaccurate and does not

portray reality. Functions in the organization that find the results challenging and

threatening (a.k.a. requiring change and Improvement) will furiously fight to disprove

the findings and validate their current actions and behaviors. Reality, of course, is not

really what was presented by the customers. The problem with the survey was: (have

your pick) that the sample size was not representative, the questions were misleading,

and the timing completely wrong. These are only a few of the stock arguments

threatened executives put forward to dispute the customer surveys.

8 things to retain the Customers:-

1. "I'll keep an eye out for other things that may interest you." A customer buying

a product or service is in a pure one-shot deal. Taking note of what they bought andletting them know that you're on the lookout for like items is a natural enticement for

them to return. "When you do that, you're acting as a resource for them," says Maura

Schreyer-Fleming, author of "Real World Selling for Out of This World Results."

"Giving the customer a reason to come back is why they do come back."

2. If you know something is a particularly good value, share your insight.

Likewise, if something's going to be cheaper in a day or so, urge them to hold off until

the sale takes hold.

3. It's a natural inclination to try to make a sale whenever possible, but don't

bypass the value of pointing someone elsewhere. Few actions craft a more effective

image of trust, confidence, and an overriding interest in the client's needs attributes

that will likely bring customers back to your business.

4. One of the most effective means of cementing a relationship with customers is

to be as specific as possible. Letting them know precisely what's in it for them will


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bring them back, if for no other reason that many appreciate a business which spells out

exactly what it does and why it's worth what it charges. "Be overt about the benefits

you offer," says Doug hall, author of "Meaningful Marketing." "But be sure to be as

numeric as possible about those benefits."

5. "Let me give you a hand with that." This phrase personifies a business that

consistently goes above and beyond. Whether it's helping someone carry out packages

to a minivan or simply getting the door for a client loaded down with papers, a clear

message that you're willing to help out however possible sticks in others' minds. And

that can often lead them right back to your door.

6. "Go ahead and try this out." If, for instance, your business sells pricey software

programs, give a prospective customer a free trial or a sample disk so he or she can get

a sense of how the big boy functions. The same holds true for service-focused concerns.

7. If it's a question of a sale or some other time-sensitive arrangement, don't be shy

about making it clear that the bargain isn't permanent.

8. If yours is a relatively small operation, try to call your customers by name. If

there are too many faces coming and going to make that practical, at least single out a

few key names. If they like what you do, that can certainly keep them coming back.

And, like me, even if they're not your biggest fans, remembering someone's name can

offset a fair degree of dissatisfaction.

Customer Relationship Management:-

What exactly is the definition of Customer Relationship Management? Here's a general

overview:

CRM is used to learn more about your key customers needs in order to develop

a stronger relationship with them.

Customer Relationship Management can be defined as companies activities

related to increasing the customer base by acquiring new customers and meeting the


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needs of the existing customers. CRM is about building partnerships with your

customers. It uses internal business processes from Sales, Customer Service and

Marketing.

CRM uses technology, strategic planning and personal marketing techniques to

build a relationship that increases profit margins and productivity. It uses a business

strategy that puts the customer at the core of a companys processes and practices.

CRM brings a change of a companys mindset to become more customer orientated. It

requires this customer focused business philosophy to support effective sales,

marketing, and customer service and order fulfillment.

CRM entails understanding who your customer is and what his specific needs are.

Examples of CRM initiatives:-

A database that specifically tracks Customer Service issues.

A Webpage that allows customers to check inventory availability, order status,

and place orders.

Data warehousing to build an information database to better understand your

customers.

Capturing visitor data to your website. This includes their name, Email, location

and their purchasing preferences.

The types of data that CRM collects are:-

o Response to a campaign

o Purchase history

o Account data

o Demographic data

o Web Sales Data


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The philosophy of CRM is the recognition that your long-term relationships

with your customers can be one of the most important assets of an organization,

providing competitive advantage and improved profitability.

The most important part of CRM is the "customer-focus".

How do you determine what CRM project to consider?

1- First, find out what your key customers want from you. There's no need in

implementing a large scale, expensive project if it's really not needed.

2 - Rank the requests in order of importance to your customers.

3 - Analyze the feasibility of the projects.

4 - Review the costs and effort involved.

5 - This will hopefully lead you to a priority list of projects.

A company can outperform rivals only if it can establish a difference that it can

preserve. Customer service can be such a difference.

It is very difficult to control, and therefore difficult to imitate. Its difficult to control

because of its variability. The level of service may vary greatly between two providers

in the same organization. It may also vary from one moment to another, even as

delivered by the same provider. The difficulty is compounded in multi-unit operations;

in addition to variability within units, there is also variability among units.

That is both the challenge and the opportunity. The consistent delivery of superiorservice requires the careful design and execution of a whole system of activities that

includes people, capital, technology and processes. The few companies that can

manage this system do stand out. This is the foundation of their sustainable competitive

advantage.


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With good customer care as one of its objectives a number of

beneficiaries have their benefits. They are as follows:-

Providers:-

o Higher income

o Recognition

o Personal satisfaction & fulfillment

o Less stress

o Higher self-awareness and self-control

o Greater authenticity

o Happier life at work

o Stronger socials networks, family ties

o Happier life outside work

Organizations:-

o Quality sales

o More repeat business

o More referred business

o Better reputations

o Higher morale, happier employees

o Higher caliber of job applicants

o Fewer complaints

o Higher productivity


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Society:-

o Higher income from individuals and firms

o Higher productivity

o Stronger social networks

o Greater civility

Customer wants:-

They have been categorized and are described as follows:-

Good people:-

o Friendly, helpful, courteous

o Empathetic

o Knowledgeable, accurate and thorough

o Resourceful and empowered

o Able to recommend and solutions

o Able to anticipate needs

o Efficient

o Trusty worthy, authentic

o Reliable

o Responsible

o Appropriate appearance and demeanor


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Good offering:-

o Good selection

o Good quality

o In stock

o Available demos

o Clear description & pricing

o Competitive pricing

o Financing, deferred payments

Convenience:-

o Convenient locations

o Long hours

o Available help, fast service

o Signage that facilitates self service

o Fast checkout

o Shipping/ delivery

o Installation

o Phone/ web service

o On-site repair

o Hassle- free returns

o Quick resolution of problems


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Total customer satisfaction:-

Whether the buyer is satisfied after purchase depends on the offers performance in

relation to the buyers expectation. In general, satisfaction is a persons feelings of

pleasure or disappointment resulting from comparing a products perceived

performance (or outcome) in relation to his/her expectations. If the performance falls

short of expectations, the customer is dissatisfied. If the performance matches the

expectations, the customer is satisfied. If the performance exceeds the expectations, the

customer is highly satisfied or delighted.

Customer Expectations:-

How do buyers form their expectations? From past buying experience, friends &

associates advice, and marketers & competitors information and promises. If marketers

raise expectations to high, the buyer is likely to be disappointed. However, if the

company sets expectations too low, it wont attract enough buyers (although it will

satisfy those who do buy)

Attracting Customers:-

Todays customers are becoming harder to please. They are smarter, more price

conscious, more demanding, less forgiving, and they are approached by many more

competitors with equal or better offers. The challenge, according to Jeffrey Gitomer, isnot to produce satisfied customers; several competitors can do this. This challenge is to

produce delighted and loyal customers. And to generate leads the company develops

ads, and places them in media that will reach new prospects; it sends direct mail and

makes phone calls to possible new prospects; its sales people participate in trade shows

where they might find new leads and so on. Now a day companies are spending more

to attract new customers than they are worth. Unless the company can sign-up

customers with fewer sales calls, spend less per sales call stimulate higher new


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customer annual spending, retain customers longer, or sell them higher-profit products,

it is headed for bankruptcy.

Customer loyalty: -

Our key focus is to help our clients identify existing factors (beyond basic/hygiene

offerings) that our client can leverage on to improve and enhance their product offering

and communication strategy.

Our customer loyalty studies seek to identify market gaps and unmet needs that can be

met by unique characteristics provided by our client. Must-have/hygiene offerings are

within customers expectations but do not excite them. We first measure the level of

'devotion' of customers to a brand, and identify what are the factors that can drive

commitment. Using 'Fix-It Matrixes', we then recommend to our clients what are the

areas that need fixing. So, in the entire above discussed paragraph we came to know

about customer satisfaction, retention, loyalty and two wheeler industry in India and

CRM and also about customers and their wants; so for all of this companies does

research to know their customers much better. We will study this in further chapters.


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The Customer Loyalty Cycle:-

It is the business model used by Scuba Schools International, and forms the foundation

for the SSI Education and Business Systems. Using one business model for both

systems creates consistency in the implementation of our education and business

philosophies.

The concept is simple. Customer loyalty is created when a customer has sa tisfactory

experiences with a business on a repeated basis. Customers trust the business to meet

their needs, and are reluctant to shop with each another.

The Customer Loyalty Cycle is achieved through a four-step process. Steps are

achieved when a customer's needs are satisfied. All four steps are necessary to complete

the cycle.

CUSTOMER SERVICE:-Customer service is a trillion-dollar word. Customers are the backbone of organizations

upon which they stand tall. They are the ones who solely possess in them the power to

make or break any organization irrespective of its nature and size. So, it is necessary to


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take adequate care of them, nourish them and at the same time increase their number.

You forget your customers and you are out of your business.

Customer service is not at all a new word or concept in the business world. The new

thing in it is the way customers are now treated by organizations. Gone are the days

when there used to be a single supplier and a number of buyers. Now the scenario has

reversed. Today, there are more suppliers and restricted number of buyers. So, the

importance of serving your customers is of utmost importance in these ever-increasing,

ever-changing and highly competitive business scenarios.

It's a well-known fact that the needs and wants of customers do also change with the

tides of the time. Therefore, organizations too should be updated of the latest likes and

dislikes of their own ones so that they can match with them.

In other words, we can define customer service as a firm's ability to satisfy its

customers' unique needs and wants. An excellent customer survive can be summed as

organization's ability to constantly and consistently first reach and then exceed its

customers' expectations.

Customers are the life-blood of any business so providing great customer service is

critically important. Customers expect the same quality that you would expect to

receive. Keeping the customer satisfied needs to be the goal of everyone in the

organization.


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Providing service is an integral part of the whole process. It has been seen that in

today's push-pull business environment everyone is providing one or the other service.

The need here is not to repeat the services that are already being provided by others.

Companies should try to jump a step ahead of their competitors in providing the

pleasure to their customers in a more creative way.

Organizations should never ever try to bluff customers at any point of time and at any

stage of the customer life cycle. Even a slight suspicion that you are trying to bluff

them, and it will be the last time you will see them at your place. One should promise totheir customers only as much that can be delivered. Good customer service starts withgood training of your employees. Employees play a crucial role in delivering the

service to your customers. In fact, they are the ones who are actually interacting with

them one on one. Tell them to be equally concerned of the customers as you are about

them. Tell the importance of customers in today's business by conducting pre-

sentations/seminars.

If you get everybody in the company involved in customer service, not only are they

'feeling the customer' but they're also getting a feeling for what's not working. That's

the key listening to make sure that you understand the customers and that you make

them feel that you understand. When a customer calls up with a complaint, we

obviously can't change the past. But we have to deal with the problem.

Penny Handscomb

CUSTOMER SATISFACTION:-

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key

performance indicator within business and is part of the four perspectives of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become a key

element of business strategy.


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Measuring customer satisfaction:-

Organizations are increasingly interested in retaining existing customers while targeting

non-customers; measuring customer satisfaction provides an indication of how

successful the organization is at providing products and/or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. The state of satisfaction depends on a number of

both psychological and physical variables which correlate with satisfaction behaviors

such as return and recommend rate. The level of satisfaction can also vary depending

on other options the customer may have and other products against which the customer

can compare the organization's products.

Because satisfaction is basically a psychological state, care should be taken in the effort

of quantitative measurement, although a large quantity of research in this area has

recently been developed. Work done by Berry, Brodeur between 1990 and 1998

defined ten 'Quality Values' which influence satisfaction behavior, further expanded byBerry in 2002 and known as the ten domains of satisfaction. These ten domains of

satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access,

Environment, Inter-departmental Teamwork, Front line Service Behaviors,

Commitment to the Customer and Innovation. These factors are emphasized for

continuous improvement and organizational change measurement and are most often

utilized to develop the architecture for satisfaction measurement as an integrated model.

Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the

basis for the measurement of customer satisfaction with a service by using the gap

between the customer's expectation of performance and their perceived experience of

performance. This provides the measurer with a satisfaction "gap" which is objective

and quantitative in nature. Work done by Cronin and Taylor propose the

"confirmation/disconfirmation" theory of combining the "gap" described by

Parasuraman, Zeithaml and Berry as two different measures (perception and

expectation of performance) into a single measurement of performance according to


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expectation. According to Garbrand, customer satisfaction equals perception of

performance divided by expectation of performance.

The usual measures of customer satisfaction involve a survey. The customer is asked to

evaluate each statement and in term of their perception and expectation the

performance of the organization being measured.

CONSUMER BEHAVIOUR:-

Consumer Behaviour is comparatively a new field of study. It is the attempt to

understand and predict human actions in the buying process. The consumer

legislations since 1960 have created special interest in consumer behaviour and

formulation of marketing mixes.

Consumer Behaviour is defined as all psychological, social and physical

behaviour of potential customers as they became aware of, evaluate, purchase,

consume and tell others about the products and services each element of this

definition is important

Buyers behaviour involves both individual and group process.

Buyers behaviour includes purchasing and consumption behaviour of the buyer.

Therefore consumer behaviour should be studied by the researchers or

manufactures before producing the product.

Consumer behaviour is influenced by various factors such as:

Cultural Factor

Social Factor

Personal Factor

Psychological Factor


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All these factors are external and uncontrollable factors which lie outside the

firm , which basically cannot be controlled by the marketers .

Customer behavior analysis:-

Customer behavior analysis is based on consumer buying behaviour, with the customer

playing the three distinct roles of user, payer and buyer. Relationship marketing is an

influential asset for customer behaviour analysis as it has a keen interest in the re-

discovery of the true meaning of marketing through the re-affirmation of theimportance of the customer or buyer. A greater importance is also placed on consumer

retention, customer relationship management, personalization, customization and one-

to-one marketing.

The concern of the majority of websites is no longer on the individual buyer but is now

rather on collective or organizational buying behaviour. This helps in determining

which customers are worth developing and managing by putting unique strategies in

place in order to attract a certain type of visitor. And so through customer behavioral

analysis accurate customer profiles can be generated by specifying needs and interests

and allowing businesses to give customers what they want when they want it; leading to

better customer satisfaction and hence keeping them coming back for more.

Customers visit websites and leave behind valuable information about their behaviour.

Customer behaviour analysis aims to ultimately improve business performance through

an understanding of past and present customers so as to determine and identify future

customers and their behaviour. It is therefore essential to mine large databases of

customer behaviour information to understand historic behaviour and predict the

likelihood of behaviour in the future in order to consequentially meet the needs and

desires of potential customers. Furthermore, by carrying out an analysis in customer

behaviour, a business can improve and revise their websites by increasing its returns on

investment and potentially finding profit here through.


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Behavioral Segmentation:-

By segmenting the consumer markets according to their behavioral patterns, a company

can target the acquisition and retention of highly profitable and potentially lucrative

customers. The benefits of performing customer behavioral analysis can thus be listed

as:

1. Gaining meaningful insight and actionable business intelligence at reasonable

costs

2. It is now practical to develop extremely cost-effective and highly targetedmarketing campaigns

3. Businesses now focus on knowing their customers as real people with real needs

and preferences, leading to better customer satisfaction and hence attraction

4. Behaviour is a stable element on which to base a website as it evolves slowly

over time.

5. Businesses stop throwing away money spent on marketing to the wrong

customers as they can now know who their customers are and what they desire.


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Research Design:-

Research design simply means a search for factsanswers to questions and solutions to

problems. It is a prospective investigation. Research is a systematic and logical study of

an issue on problems through scientific method. Research is a systematic and objective

analysis and recording of controlled observation that may lead to development of

generation, principles, resulting in predictions and possible ultimate control of events.

A Research design is the arrangement of condition for the collection and analysis of

data in a manner that aims to combine relevance to research purpose with economy in

procedure.

TITLE OF THE STUDY:-

Customer Satisfaction

(A Study conducted for Sagar Automobiles)

STATEMENT OF THE PROBLEM:-

The Indian automobile industry is undergoing a stiff competition, with a large number

of domestic and international manufacturer are pushing each other to capture market,

proof costly for the industry. And to avoid this, automobile manufacturers have to find

out new segments and markets that are not yet explored or it has to work on the

emotional aspect of the whole play to attract customers, of which most common aspect

is customer satisfaction. With India being ranked 5th largest automobile manufacture in

the world, yet the penetration level in the country is very low related to passenger cars.


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SCOPE OF STUDY:-

This study on customer satisfaction is limited to four wheeler vehicle segments of Sagar

Automobiles, Karnataka, India. This study is conducted with the help of Maruti Suzuki

dealer, taking in to consideration all of its branches and service centers placed all over

Bangalore (Karnataka).

NEED FOR THE STUDY:-

This study is to understand the levels of satisfaction of customers with the Sagar

Automobiles dealer.

This study will provide information to the dealer regarding the areas where they

need to work out to make the perfect.

This study would also help the dealer to cut throat competition by better

satisfying its customers.

OBJECTIVES OF STUDY:-

To identify the customer satisfaction with the customers.

Research technique:-

There are different types of research which are as follows:-

o Exploratory

o Experimental

o Descriptive


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Exploratory research:-

Exploratory data analysis (EDA) is an approach to analysing data for the purpose of

formulating hypotheses worth testing, complementing the tools of

conventional statistics for testing hypotheses. It was so named by John Tukey to

contrast with Confirmatory Data Analysis, the term used for the set of ideas about

hypothesis testing, p-values, confidence intervals etc. which formed the key tools in the

arsenal of practicing statisticians at the time.

Experimental research:-

Experimental research is commonly used in sciences such as sociology and psychology,

physics, chemistry, biology and medicine etc.

It is a collection ofresearch designs which use manipulation and controlled testing to

understand causal processes. Generally, one or more variables are manipulated to

determine their effect on a dependent variable.

Descriptive research:-

This research is based on Descriptive research.

Descriptive research, also known as statistical research, describes data and

characteristics about the population or phenomenon being studied. Descriptive researchanswers the questions who, what, where, when and how.

Although the data description is factual, accurate and systematic, the research cannot

describe what caused a situation. Thus, Descriptive research cannot be used to create

a causal relationship, where one variable affects another. In other words, descriptive

research can be said to have a low requirement for internal validity.
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The description is used for frequencies, averages and other statistical calculations.

Often the best approach, prior to writing descriptive research, is to conduct a survey

investigation. Qualitative research often has the aim of description and researchers may

follow-up with examinations of why the observations exist and what the implications of

the findings are.

In short descriptive research deals with everything that can be counted and studied. But

there are always restrictions to that. Your research must have an impact to the lives of

the people around you.

Sample Design:-

Sample Technique:-

Simple random technique is used for the purpose of the study. A simple random

sample is a subset ofindividuals (a sample) chosen from a larger set (a population).

Each individual is chosen randomly and entirely by chance, such that each individual

has the same probability of being chosen at any stage during the sampling process,

Sample size:-

The sample size for the research conducted was 100 people who walked into the

showroom for enquire or purchase of a new car.
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Method of Data Collection:-

Primary Data:-

Primary data are those that are collected for the first time and they are original in

character. The market survey method was the source of primary data for the study. The

tool used for the collection of primary data under market survey is questionnaire

method.

The central guideline for conducting the research is the Questionnaire , which is

used to record the responses of the each interviewee. The study was conductedin Sagar Automobiles which is located in Bangalore, Karnataka.

Questionnaire Method:-

It is the most widely used method of collection of primary data. In this process

customers are given questionnaires to fill, with the help of which the data so collected

are analyzed and a conclusion is drawn which proves to be the fruit of the analysis.

Questionnaires were filled by respondents from different sectors of occupation, which

helped in pooling the required data, for the data to be further examined and analyzed

and draw conclusions pertaining to the required field.

Secondary Method:-

Secondary method includes second hand data. It refers to the data collected by some

other source but included by other in the study to make the work simpler, these are the

data already used by the source of the collection.

The secondary data was obtained from:

Company brochures

Previous project reports

Magazines

Internet

Books


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Tools Used For Data Collection:-

Tools refer to the instruments used in the completion and analysis of the project.

The tools used for data collection are as follows:-

Structured questionnaire: The questionnaire contained both open ended and

close ended questions. These are complete lists of questions on which

information is elicited from the customer. This is the most common instrument

of data collection. Data was collected by personally getting 100 questionnaires

filled by respondents.

Interview: This is used for non-directive and depth issues. It aids in focusing

attention on salient points relating to the study and in securing comparable data

in different interviews by same or different interviewer. This allows in

providing a personal touch to the project.

Tools Used For Data Analysis:-

Tools refer to the instruments used in the completion and analysis of the project.

Analysis means a critical examination of the assembled and grouped data for the

studying the characteristics of the object under study and determining the patterns of

the relationships among the variables relating to it.

The tools used for data analyses are as follows:-

Tables: The data so collected are grouped in a table so the analysis is made

easy and the informations collected are represented in a specific form.

Graphs: It is a visual representation of data in the form of various types of

chart. The data arranged in the tables are used for this purpose.


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LIMITATION OF THE PROJECT STUDY: -

The study is limited to only Bangalore city. The buyers behaviour changes

from place to place.

The consumers preference for the product keeps on fluctuating due to

circumstances, which then invalidates the report.

The information is subjective because the consumers taste, preferences, and

opinion may change quite often.

The information given by the respondents may or may not be true becausethere might be cases where in the respondents may not be serious. However all

possible care has been taken to collect as accurate information as possible.

AN OVERVIEW OF THE CHAPTER SCHEME:

CHAPTER 1: INTRODUCTION

An introduction chapter of the project study, which explains the different aspects of

customer satisfaction. It also gives a theoretical background of the various aspects of

the selected problem.

CHAPTER 2: RESEARCH DESIGN

This chapter reveals the methodology in the approach of the study. From Objectives

framing to fieldwork and analysis, the chapter gives a detailed description of all aspects

of research design.

CHAPTER 3: COMPANY PROFILE


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An outline of the company is given in this chapter. The profile of the company with

detailed description is presented here.

CHAPTER 4: ANALYSIS AND INTERPRETATION.

This chapter is concerned with deducing results from the analysis and thereby drawing

inferences.

CHAPTER 5: FINDINGS, SUGGESTIONS, RECOMMENDATIONS

AND CONCLUSIONS.

This chapter is concerned with the singling out of the findings from the project study

and the drawing of conclusions from the findings and making suggestions and

recommendations in order to help the company in framing an appropriate customer

satisfaction policy.


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PROFILE OF MARUTI SUZUKI

Maruti Suzuki is one of India's leading automobile manufacturers and the market leader

in the car segment, both in terms of volume of vehicles sold and revenue earned. Until

recently, 18.28% of the company was owned by the Indian government, and 54.2%

by Suzuki ofJapan. The Indian government held an initial public offering of 25% of the

company in June 2003. As of 10 May 2007, Govt. of India sold its complete share to

Indian financial institutions. With this, Govt. of India no longer has stake in Maruti

Udyog and on 17 September 2007, Maruti Udyog Limited was renamed Maruti Suzuki

India Limited. The company's headquarters are located in Delhi.

Maruti Udyog Limited (MUL) was established in February 1981, though the actual

production commenced in 1983 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-

the Hindustan Ambassador and Premier Padmini were both around 25 years out of date

at that point. Through 2004, Maruti Suzuki has produced over 5 Million vehicles.

Maruti Suzuki is sold in India and various several other countries, depending upon

export orders. Models similar to Maruti Suzuki (but not manufactured by MarutiUdyog) are sold by Suzuki Motor Corporation and manufactured in Pakistan and

other South Asian countries.

The company annually exports more than 50,000 cars and has an extremely large

domestic market in India selling over 730,000 cars annually. Maruti 800, till 2004, was

the India's largest selling compact car ever since it was launched in 1983. More than a

million units of this car have been sold worldwide so far. Currently, Maruti Suzuki

Alto tops the sales charts and Maruti Suzuki Swift is the largest selling in A2 segment.

Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is

commonly used to refer to this compact car model. Till recently the term "Maruti", in

popular Indian culture, in India Hindu lord Hanuman is known as "Maruti", was

associated to the Maruti 800 model.

Maruti Suzuki has been the leader of the Indian car market for over two decades.

Its manufacturing facilities are located at two facilities Gurgaon and Manesar south

ofDelhi. Maruti Suzukis Gurgaon facility has an installed capacity of 350,000 units

per annum. The Manesar facilities, launched in February 2007 comprise a vehicle
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assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with

an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon

facilities have a combined capability to produce over 700,000 units annually.

More than half the cars sold in India are Maruti Suzuki cars. The company is a

subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti

Suzuki. The rest is owned by the public and financial institutions. It is listed on

the Bombay Stock Exchange and National Stock Exchange in India.

To reach the customers, the company has built a strong sales network of 600 outlets

spread over 393 towns and cities. The company provides maintenance support to

customers through 2628 workshops spread over 1200 towns and cities.

Suzuki Motor Corporation, the parent company, is a global leader in mini and compact

cars for three decades. Suzukis technical superiority lies in its ability to pack power

and performance into a compact, lightweight engine that is clean and fuel efficient.

Nearly 75,000 people are employed directly by Maruti Suzuki and its partners. It has

been rated first in customer satisfaction among all car makers in India from 1999 to

2009 by J D Power Asia Pacific and in an independent survey conducted by

Forbes.Com where they rated top 200 reputed companies on various parameters such as

reputation within the customer and employee fraternity, they stood 91st. In the

automobile section they finished 7th.

Car market leader Maruti Suzuki India Limited sold a total of 96,650 vehicles in

February 2010. This includes 11,885 units of exports. This is the highest ever total

monthly sales in the companys history (previous highest 95,649 units in January

2010).

The company had sold a total of 79,190 vehicles in February 2009.

In February 2010, the company sold 84,765 units in the domestic market, up 20 per

cent over corresponding month last year. This is the highest ever domestic sales in a

month. The previous highest monthly domestic sale was 81,087 units, in January 2010.
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Board of Directors of Maruti Suzuki Limited:-

Position Personnel

Chairman Mr Shinzo Nakanishi

Managing Director Mr Jagdish Khattar

Senior Joint Managing Director Mr. Tsuneo Kobayashi

Joint Managing Director Mr Hirofumi Nagao

Mr Shinichi Takeuchi

Director (Marketing & Sales) Mr. Shuji Oishi

Directors Mr Osamu Suzuki

Mr R C Bhargava

Mr. D. S. Brar

Mr. Amal Ganguli

Ms Pallavi Shroff

Mr Manvinder Singh Banga


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Marutis contribution to the total sales in India:-

Industrial relations:-

For most of its history, Maruti Udyog Limited had relatively few problems with its

labour force. Its emphasis of a Japanese work culture and the modern manufacturing

process, first instituted in Japan in the 1970s, was accepted by the workforce of the

company without any difficulty. But with the change in management in 1997, when it

became predominantly government controlled for a while, and the conflict between the

United Front Government and Suzuki may have been the cause of unrest among

employees. A major row broke out in September 2000 when employees of Maruti

Udyog Ltd (MUL) went on an indefinite strike, demanding among other things,

revision of the incentive scheme offered and implementation of a pension scheme.

Employees struck work for six hours in October 2000, irked over the suspension of nine

employees, going on a six-hour tools-down strike at its Gurgaon plant, demanding

revision of the incentive-linked pay and threatened to fast to death if the suspended

employees were not reinstated. About this time, the NDA government, following a

disinvestments policy, proposed to sell part of its stake in Maruti Suzuki in a public


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offering. The Staff union opposed this sell-off plan on the grounds that the company

will lose a major business advantage of being subsidised by the Government.

The standoff with the management continued to December with a proposal by the

management to end the two-month long agitation rejected with a demand for

reinstatement of 92 dismissed workers, with four MUL employees going on a fast-unto-

death. In December the company's shareholders met in New Delhi in an AGM that

lasted 30 minutes. At the same time around 1500 plant workers from the MUL's

Gurgaon facility were agitating outside the company's corporate office demanding

commencement of production linked incentives, a better pension scheme and otherbenefits. The management has refused to pass on the benefits citing increased

competition and lower margins

The companys core values consist of:-

Customer obsession

Fast, Flexible and First mover

Innovation and Creativity

Networking and Partnership

Openness and Learning

Maruti Suzukis Marketing Mix:-

The marketing mix consists of the 4 Ps of marketing which are: -

Product

Price

Place

Promotion


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Product strategy:-

o The company has a portfolio of 13 products and the portfolio is divided into 5

product line

A1 M800

A2 Alto, Wagon R, Estilo, Swift, A-Star, Ritz

A3 SX4, Dzire

C Omni, Eeco

MUV Gypsy, Grand Vitara

Price strategy:-

The pricing strategy of the company is decided according to the product variant, quality

and design. The pricing starts from two lakhs to eighteen lakhs.

Place strategy:-

The company has built a strong sales network of 600 outlets spread over 393 towns and

cities. The company provides maintenance support to customers through 2628

workshops spread over 1200 towns and cities.

Promotion strategy:-

The company advertises itself with the tag-line:-

Ghar aa gaya Hindustaan

India comes home in Maruti Suzuki


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The medium of promotion are as follows:-

Advertisement

TV shows:- Indias Got Talent

Product Warranties

Trade Shows

Premiums (gifts)

Sponsorship

Maruti Suzukis share value over the past one year:-

BSE NSE

High 1740.00 1737.30

Low 741.50 741.00


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SWOT ANALYSIS OF MARUTI SUZUKI:-

Strength

Established Distribution and After Sales Service.

Value for money.

Understanding of the Indian Market.

Ability to design products with differentiating features.

Brand Image.

Experience and know-how in technology.

Low maintenance cost.

High re-sale value.

24*7 service availability.

Compact cars or small segment car

Weakness

Lack of experience in foreign markets.

New to diesel cars

People are resistant to buy upper segment models

Its low market penetration in the sedan segment.

Heavy Import on fully built imported models

Its incapability to match the design compared to other companies


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Opportunity

Increased purchasing power of Indian Middleclass.

New segments.

Hybrid cars.

Tapping markets outside South Asia.

Tapping the upper class market.

Foreign collaboration

Threats

Threats from Chinese Manufactures.

Global manufactures in India.

Availability of cheaper variants of car.

Leading competition from Tata, Hyundai and Fiat.

Lack of innovation in diesel engine technology.

Rapid change in customer preference.

Other business houses by Maruti Suzuki:-

Maruti Insurance:-

Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the

help of the National Insurance Company, Bajaj Allianz, New India Assurance and

Royal Sundaram. The service was set up the company with the inception of two


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subsidiaries Maruti Insurance Distributors Services Pvt. Ltd and Maruti Insurance

Brokers Pvt. Limited

This service started as a benefit or value addition to customers and was able to ramp up

easily. They were able to sell more than two million insurance policies since their

inception.

Maruti Finance:-

To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January

2002. Prior to the start of this service Maruti Suzuki had started two joint venturesCiticorp Maruti and Maruti Countrywide with Citi Group and GE Countrywide

respectively to assist its client in securing loan. Maruti Suzuki tied up with ABN Amro

Bank, HDFC Bank, ICICI Limited, Kotak Mahindra, Standard Chartered Bank, and

Sundaram to start this venture including its strategic partners in car finance. Again the

company entered into a strategic partnership with SBI in March 2003 . Since March

2003, Maruti has sold over 12,000 vehicles through SBI-Maruti Finance. SBI-Maruti

Finance is currently available in 166 cities across India.

Maruti TrueValue:-

Maruti True service is offered by Maruti Suzuki to its customers. It is a market place

for used Maruti Suzuki Vehicles. One can buy, sell or exchange used Maruti Suzuki

vehicles with the help of this service in India. As of 2009 there are 315 Maruti True

Value outlets.

N2N Fleet Management:-

N2N is the short form of End to End Fleet Management and provides lease and fleet

management solution to corporate. Their impressive lists of clients who have signed up

of this service include Gas Authority of India Ltd, DuPont, Reckitt Benckiser, Sona

Steering, Doordarshan, Singer India, National Stock Exchange and Transworld. This

fleet management service includes end-to-end solutions across the vehicle's life, which

includes Leasing, Maintenance, Convenience services and Remarketing.
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Accessories:-

Many of the auto component companies other than Maruti Suzuki started to offer

components and accessories that were compatible. This caused a serious threat and loss

of revenue to Maruti Suzuki. Maruti Suzuki started a new initiative under the brand

name Maruti Genuine Accessories to offer accessories like alloy wheels, body cover,

carpets, door visors, fog lamps, stereo systems, seat covers and other car care products.

These products are sold through dealer outlets and authorized service stations

throughout India.

Maruti Driving School:-

As part of its corporate social responsibility Maruti Suzuki launched the Maruti Driving

School in Delhi. Later the services were extended to other cities of India as well. These

schools are modelled on international standards, where learners go through classroom

and practical sessions. Many international practices like road behaviour and attitudes

are also taught in these schools. Before driving actual vehicles participants are trained

on simulators.


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For decades, the city of Bangalore, the fastest growing and the 'happening city' of Asia

has been witnessing the quite happenings at the Sagar Group, the forerunner in path

breaking ventures that has been touching the chords of the populace - and every

segment of it. The Group is involved in diversified activities that touch the very pulse

of people

Education

Automobile retail

Service activity

Hospitals and healthcare

Sagar Automobiles also has a separate Maruti True Value outlet for sale of pre-owned

cars. The dealership has two state-of-the-art workshops at Bannerghatta Road and

Kanakapura Road, which are equipped with sophisticated machines, tools and gadgets

for diagnosis, repair and servicing of cars in a systematic manner.

Sagar Automobiles, an ISO 9001:2000 dealerships operates from modern, tastefully

designed buildings equipped with all modern facilities for the customers. The

fabulously designed spacious retail showrooms boast of various facilities, including

customer lounge, spares & accessory departments as well as counters of various car

finance companies, under one roof for the convenience of customers.

Leading banks and NBFCs including Citicorp, ICICI Bank, HDFC Bank, Kotak

Mahindra, Sundaram Finance, Magma Leasing Ltd, M&M Financial, AXIS Bank,

Reliance Consumer Finance, and Magma Shrachi Finance Ltd, have partnered withSagar Automobiles in this initiative. Through this initiative, the dealership retail outlets

serve as one-stop shops for customers. The car finance is offered at a transparent rate of

interest, and saves customers the cost and inconvenience involved in searching for the

"best deal" in the market. Offering convenient finance options even in upcountry areas

where there is limited availability of organized finance has helped Sagar Automobiles

reach a wider range of customer profiles. The dealership's philosophy of providing


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complete mobility-related solutions to its customers has been its USP in attracting and

retaining customers.

AIMING AT ACHIEVING BETTER SATISFACTION

Providing products and services that exceed customer expectations. In order to exceed

customer expectations, they try to be both bold and thoughtful in the actions they take.

They continuously improve their performance in order to achieve better quality, while

challenging them to be more innovative.

They believe that the combination of these two approaches will lead to a safe and

comfortable automobile society.

Sagar Automobiles services begin with their effort to understand what their customers

see and feel. They start by listening to what they say.

They elicit customer feedback in a number of ways, such as investigating customer

satisfaction and perceptions of quality.

They aim to improve their customer service quality by providing quick and precise

answers and information, ensuring that customers feel satisfied with their interaction

with the Customer Support Center


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PRODUCT PROFILEAll these cars are available in Sagar Automobiles. The product range is as follows:

Eeco

SX4

Estilo

Prices starts from 2.7 lakhs to 3.1 lakhs

Available in 3 variants

Launched on January 2010



Launched on May 2007



Launched on August 2009
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Ritz

WagonR

Swift

Swift DZire






Launched on February 2000






Launched on March 2009
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Omni

Gypsy

Grand Vitara

Alto

Prices starts from 2 lakhs to 2.7 lakhs


Launched on 2003(latest model)



Launched on 1985(1st model), March 2003(latest model)

Prices starts from 17 lakhs to 18.5 lakhs


Launched on October 2006

Prices start from 2.3 lakhs to 2.9 lakhs.


Launched on September 2000
http://www.sagarauto.com/marutisuzuki_omni.htmhttp://www.sagarauto.com/marutisuzuki_gypsy.htmhttp://www.sagarauto.com/marutisuzuki_grandvitara.htmhttp://www.sagarauto.com/marutisuzuki_alto.htmhttp://www.sagarauto.com/marutisuzuki_alto.htmhttp://www.sagarauto.com/marutisuzuki_grandvitara.htmhttp://www.sagarauto.com/marutisuzuki_gypsy.htmhttp://www.sagarauto.com/marutisuzuki_omni.htm


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A-star

800



Launched on January 2009



Launched on 1984(1st model), September 2009(latest)
http://www.sagarauto.com/marutisuzuki_a-star.htmhttp://www.sagarauto.com/marutisuzuki_800.htmhttp://www.sagarauto.com/marutisuzuki_800.htmhttp://www.sagarauto.com/marutisuzuki_a-star.htm


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Introduction:-

Analysis is the process of breaking a complex topic or substance into smaller parts to

gain a better understanding of it. The technique has been applied in the study

ofmathematics and logic since before Aristotle, though analysis as a formal concept is

a relatively recent development. Data analysis involves working to uncover patterns

and trends in data sets; data interpretation involves explaining those patterns and trends.

Researchers interpret data based on their background knowledge and experience, thus

different scientists can interpret the same data in different ways.

Data analysis and interpretation is critical in analyzing the market. What does this

information mean? Can one use the data in a constructive way to define the problem

and then establish a plan? In quantitative research, this step most often involves

statistics. In the marketplace one can find many statistical packages (computer-based)

to analyze the data.

It is impossible to collect data on every person in a select population; therefore samples

are necessary. A sample population is a part of the relevant population. How well thesample reflects the relevant population dictates its validity. Results from a sample that

is not representative will negatively impact your marketing. In addition to sampling and

validity issues, marketing managers must make sure the data supports the conclusions

drawn. This is the interpretation step. Despite use of the correct statistical tool and

accurate calculations, the interpretation could be wrong.

This research and interpretation was based on the sample size of 100 people to measure

the satisfaction of the customer while was carried out with the help questionnaire and

personnel interview technique.

Descriptive research is used for this study as it is the best way to understand the to the

lives of the people around us. Analysis and the interpretations have been carried out

with the help of tables, charts and graphs, which helps to represent the data more

successfully.
http://en.wikipedia.org/wiki/Complexityhttp://en.wikipedia.org/wiki/Mathematicshttp://en.wikipedia.org/wiki/Logichttp://en.wikipedia.org/wiki/Aristotlehttp://en.wikipedia.org/wiki/Aristotlehttp://en.wikipedia.org/wiki/Logichttp://en.wikipedia.org/wiki/Mathematicshttp://en.wikipedia.org/wiki/Complexity


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The following analysis and interpretation are carried out from the survey

conducted on Sagar automobiles, with the help of questionnaire method:

Age group:-

Age plays a very vital role in the decision making of an individual with the difference

of age people look for different feature such as the security measures, speed etc. The

younger people look for speed, style etc while as people older in age look for safety and

precautions features.

Under 25 10 35-45 25

25-35 50 Above 45 15

Table 4.1

Analysis: -

According to the response received from the 100 questionnaire, the data received shows

that the buying age group, which is 10 under the age of 25, 50 in the age group of 25-

35, 25 in the age group of 35-45 and 15 in the age group of above 45.


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Graph 4.1

Interpretation: -

The above data shows that the major buyer in the store are in the age group of 25 to 35

which can be inferred from the possibility that most of them are working people, the

second major buying group is that of 35 to 45 which can again to related to the first

point with the difference that they lacked buying capacity earlier, the other major buyer

age group is above the age of 45 which can be related to the possibility that they are

looking for a change and the last buying group is under the age group of under 25

which can be inferred that they use for personnel satisfaction or convenience.


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Sources of information about Sagar automobiles:-

The sources of knowing about the store are important because it helps us to know the

effective way of communicating with the customers. A store spends most of it revenue

in communicating with the customer so its an important to know the most effective

mode.

Advertisement 46 Recommended 26

Location 25 Past Experience 3

Table 4.2

Analysis: -

According to response received, 46 of them responded due to Advertisement, 26 of

them responded it was recommended, 3 responded due to previous or past experience

and 25 of them responded due to Location.


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Graph 4.2

Interpretation:-

According to the data received it can be interpreted that most of the customer arrived at

the store by advertisements of Sagar automobiles, which can be because most of the ads

were creative and had attractive offers in them, The other responded because it was

recommended by others which can be inferred as that the store carries a good word of

mouth. The third group which responded the most was because of the location of the

store which can be inferred that is appropriately located and the absence of any other

store in and around the area. The last group is of the ones who had past experience in

the same store which is very low which can be inferred in two ways that the costumers

arent looking for a change or that previous experience of customers hasnt been upto

the mark.


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The environment in the store:-

A store environment is of great importance because it helps in making the customer

comfortable. The environment of the store depends on its display, seating arrangements

etc.

Excellent 49 Fair 14

Good 37 Poor 0

Table 4.3

Analysis: -

According to the responses received it shows us about the store environment, in which

49 people found the environment excellent, while 37 people found it good, the people

who found the store environment fair is 14 while none found the environment poor.


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Graph 4.3

Interpretation: -

According to the filled in questionnaire it shows a positive result for the store owner as

most of the people found the enviroment excellent which consist of the product display,

seating arrangement etc. The second highest group is people who found it good and

third which is fair for both the group it can be inferred that they might not have liked

one or more arrangement of items in the store. The positive side is that none of the

people found the enviroment bad.


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The salesperson in the showroom:-

A salesperson is of great value to the store because he is the personification to the store

as the customers look up to the salesperson for their purchase decision.


Good 34 Poor 3

Table 4.4

Analysis:-

According to the responses received from the filled in questionnaire shows that 36 out

of the 100 found the salesperson excellent, 34 found it good, 27 found it fair and 3 of

them found the qsalesperson poor.


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Graph 4.4

Interpretation:-

According to the graph it show that most of the salesperson make a good impression on

the customers. The major salesperson fall under the excellent category while the rest

with a very less difference in the good and fair category. The poor line is minimal but

cannot be avoided.


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Comfortably by the salesperson:-

As stated earlier the value of the salesperson in a store is equally important that the

salesperson is able to make the customer comfortable so that the customer is able to

clear the queries of the customer and make him speak about his requirements.


Good 29 Poor 0

Table 4.5

Analysis:-

The above data is for how well did the sales manager make the customer comfortable in

the store. 57 of the people felt excellent while 29 felt good and 14 of them felt fair. The

best side is that none felt bad with the sales manager.


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Graph 4.5

Interpretation:-

The above chart shows how many people felt comfortable with the sales manager with

the most people felt excellent which is a positive side which helps in incresing

customer satisfaction. The rest of the people fell under the category good and fair with

no people being uncomfortable with the sales manager.


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The Sales Manager able to give you time:-

This is important because the more time the salesperson spends with the customer the

chances of opening up of the customer is easy. This is preferable by both the customer

and the store. The sales manager should be very good in its communication for this

purpose.

Yes 93 No 7

Table 4.6

Analysis:-

The data collected shows that 93 out of the sample size 100 were given enough time by

the sales manager and 7 people think did not get enough time by the manager

Graph 4.6

5 project on customer satisfaction

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