CHAPTER 1

INTRODUCTION ABOUT CAR

1.1 BIRTH OF THE CAR.

1.2 ADVEVNT OF THE CAR IN INDIA.

1.3 EVENT&MILESTONE OF THE CAR

1.1 BIRTH OF THE CAR :

The birth of the car as we know it today occurred over a period of

years. It was only in 1885 that the first

real car rolled down on to the streets.

The earlier attempts, though successful,

were steam powered road-vehicles.

The first self-propelled car was

built by Nicolas Cugnot in 1769 which could attain speeds of upto 6

kms/hour. In 1771 he again designed another steam-driven engine which ran

so fast that it rammed into a wall, recording the world’s first accident.

In 1807 Francois Isaac de Rivaz designed the first internal combustion

engine. This was subsequently used by him to develop the world’s first

vehicle to run on such an engine, one that used a mixture of hydrogen and

oxygen to generate energy.

This spawned the birth of a number of designs based on the internal

combustion engine in the early nineteenth century with little or no degree of

commercial success. In 1860 thereafter, Jean Joseph Etienne Lenoir built the

first successful two-stroke gas driven engine. In 1862 he again built an

experimental vehicle driven by his gas-engine, which ran at a speed of 3

kms/hour. These cars became popular and by 1865 could be frequently

espied on the roads.

The next major leap forward occurred in 1885 when the four stroke

engine was devised. Gottileb Damlier and Nicolas Otto worked together on

the mission till they fell apart. Daimler created his own engines which he

used both for cars and for the first four wheel horseless carriage. In the

meanwhile, unknown to them, Karl Benz, was in the process of creating his

own advanced tri-cycle which proved to be the first true car. This car first

saw the light of the day in 1886.

The season of experiments continued across the seas in the United

States where Henry Ford began work on a horseless carriage in 1890. He

went several steps forward and in 1896, completed his first car, the

Quadricycle in 1896. This was an automobile powered by a two cylinder

gasoline engine. The Ford Motor Company was launched in 1903 and in

1908 he catapulted his vehicle, Model T Ford to the pinnacle of fame.

Continuing with his innovations, he produced this model on a moving

assembly line, thus introducing the modern mass production techniques of

the automobile industry.

The modern car, therefore comes from a long list of venerated

ancestors, and its lineage will, hopefully

1.2 ADVENT OF CARS IN INDIA :

From the singsong rhythm of the bullock cart

to the jet-age, India has traveled a long way. An

average Indian’s dream car may not be the design-

savvy Honda or the stately limousine, but he sure can

dream, and afford, the Maruti now.

It was in 1898 that the first motorcar rode down

India’s roads. From then till the First World War, about 4,000 cars were

directly imported to India from foreign manufacturers. The growing demand

for these cars established the inherent requirements of the Indian market that

these merchants were quick to pounce upon.

The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier

Autobackmobile (PAL) was established to manufacture automobiles in

India. However, it was PAL who produced the first car in India in 1946, as

HM concentrated on auto components and could produce their first car only

in 1949.

It was left to another company, Mahindra and Mahindra (M&M) to

manufacture sturdier utility vehicles, namely the American Jeep.

In the 50s, the Government of India granted approval to only 7 car

dealers to operate in India - HM, API, ALL, SMPIL, PAL, M&M and Telco.

he protectionist policies continued to remain in place. The 60s witnessed the

establishment of the two-three wheeler industry in India and in the 70s,

things remained much the same.

Since the 80s, the Indian car Industry has seen a major resurgence

with the opening up of Indian shores to foreign manufacturers and

collaborators.

The 90s have become the melting point for the car industry in India.

The consumer is king. He is being constantly wooed by both the Indian and

foreign manufacturers. Though sales had taken a dip in the first few months

of 1999, it is back to boom time. New models like Maruti’s Classic, Alto,

Station Wagon, Ford’s Ikon, the new look Mitsubishi Lancer are all being

launched with an eye on the emerging market.

In these last years of the millennium, suffice it is to say that Indian

cars will only grow from strength to strength.

1.3 Events and Milestones :

A behind- the- scenes look into the making of one of India's most

vibrant industries. The landmarks along the

way...

1928- The first imported car was seen on Indian

roads

1942- Hindustan Motors incorporated

1944- Premier automobiles started

1948- First car manufactured in India

1953- The Government of India decreed that only those firms which have a

manufacturing program should be allowed to operate

1955- Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M and

TELCO received approval.

1960 - 1970 - The two, three wheeler industry established a foothold in the

Indian scenario.

1970 - 1980 - Not much change was witnessed during this period. The major

factors affecting the industry were the implementation of the MRTP

Act( Monopolies and Trade Restrictive Practices Act), FERA (Foreign

Exchange Regulation Act) and the Oil Shock of 1973 and 1979.

1980 - 1990 - The first phase of liberalization was announced by the Govt. -

With the liberalization of the Government's protectionist policies, the

advantages hitherto enjoyed by the Indian car manufacturers like monopoly,

oligopoly, slowly began to disappear.

This period is also marked by the entry of a large number of firms in

the market. 4 Japanese manufacturers entered the Commercial Vehicle and

Two- Wheeler market.

The Government agreed to the demand for allowing foreign

collaboration in the automobile sector

The industry witnessed a resurgence due to major policy changes like

relaxation in MRTP and FERA, delicensing of some ancillary products,

broad banding of the products and modification in the licensing policy. Also,

the concessions it gave to the private sector and the new foreign

collaboration policy, all resulted in higher growth and better performance of

the industry than in the earlier decades.

The Government of India tied up with Suzuki Inc. of Japan which

produced India's most successful car- the Maruti.

1991 - Under the Govt.'s new National Industrial Policy, the license raj was

dispensed with, and the automobile industries were allowed to expand

freely.

1993 - With the winds of liberalization sweeping the Indian car market,

many multinationals like Daewoo, Peugeot, general Motors, Mercedes-Benz

and Fiat came into the Indian car market.

1997 - The National Highway Policy was announced which will hopefully

have a positive impact on the automobile industry. The Government also

laid down the emission standards to be met by car manufacturers in India in

the coming millennium. There were two successively stringent emission

levels to be met by April 2000 and April 2005, respectively. These norms

were benchmarked on the basis of those already adopted in Europe, hence

the names Euro I (equivalent to India 2000) and the Indian equivalent of

Euro II.

1999 - The Hon’ble Supreme Court passed an order directing all car

manufacturers to comply with Euro I emission norms (India 2000 norms) by

the 1st of May, 1999 in National Capital Region(NCR) of Delhi. The

deadline was later extended to 1st June, 1999.

CHAPTER 2

INTRODUCTION OF AUTOMOBILE

INDUSTRIES

2.1 HISTORY OF THE AUTOMOBILE INDUSTRY

2.2 MAJOR PLAYER IN AUTOMOBILE INDUSTRY

2.3 ASSOCIATION

2.1 HISTORY OF THE AUTOMOBILE INDUSTRY :

The Indian automobile component industry has finally begun to

emerge on its own. It has begun to take major steps towards making world

class Quality Systems by imbibing the ISO 9000/QS 9000 Quality Systems.

Exports have been to the tune of 10% of output in the last decade.

Exports grew from US$296 in 1995-96 to US$311 in 1996-97. The

principal export items included tractor parts, motorcycle parts, piston rings,

fuel injection parts, radiators, headlamps, auto bulbs etc.

However, this section has been long neglected and does not get the

due it deserves. We end these lacunae by putting up a whole segment on this

important industry. read on about details on the major auto parts, their

dealers, the places they are manufactured...

2.2 MAJOR PLAYERS IN AUTOMOBILE INDUSTRY :

Bajaj Auto Daewoo Motors Eicher Motors Ford

General Motors

Hero Honda Hero MotorsHindustan Motors

Hyundai Ind Auto Ltd.Kinetic Engineering

LML

MahindraMaruti Udyog Ltd.

Royal Enfield Telco

TVS SuzukiSwaraj Mazda Ltd.

Volvo DC Designs

These are the companies that bring to us our dream machines. This is

where it all starts from; the bourgeoisie Maruti 800, the upmarket Astra, the

stately Mercedes, the 'Indian' Indica, the racy Hero Honda, the Tata truck

and the rest.

Wend your way through the automobile companies, their history and

product lines. Find out hitherto unknown facts about the vehicles you use.

Did you know that the Hindustan Motors was the first vehicle manufacturing

company to be set up in India? And it is the same Hindustan Motors which

manufactures both the sturdy Ambassador and the elegant Lancer, in

association with Mitsubishi of course.

We present information on all the manufacturers that are part of the

Indian automobile industry. Make this your one stop auto info bank.

2.3 ASSOCIATIONS :

Society of Indian Automobile Manufacturers (SIAM)

The Society of Indian Automobile Manufacturers (SIAM) is the apex

national association representing the Auto Industry...

The Automotive Component Manufacturers Association of

India(ACMA)

The Automotive Component Manufacturers Association of India

(ACMA), with a membership of over 365 companies, has been the

Indian auto component industry's spokesman for the last 38 years.

The Western India Automobile Association (WIAA)

The Western India Automobile Association (WIAA) was founded on

October 15th 1919 and today is the largest and the oldest motoring

body with over forty-eight thousand members and a network of 7

branches in 4 states of Western India.

Federation of Automobile Dealers Associations (FADA)

This is the first Indian Association formed by the dealer community in

January 1964 and signified the urge of India's automobile dealer

community to have their own identity and a national organization of

their own.

Association of International Automobile Manufacturers, Inc

(AIAM)

Members of the Association of International Automobile

Manufacturers, Inc. (AIAM) distribute world-class passenger cars,

multipurpose passenger vehicles, and light trucks in the United States.

CHAPTER 3

INTRODUCTION OF MARUTI SUZUKI

COMPANY

3.1 HISTORY OF MARUTI SUZUKI COMPANY

3.2 TRANSFER OF TECHNOLOGY OF THE MARUTI SUZUKI

COMPANY

3.3 ETHOS OF THE MARUTI SUZUKI COMPANY

3.4 VISION OF THE MARUTI SUZUKI COMPANY

3.5 REGISTERED AND CORPORATE OFFICE

3.1 HISTORY OF MARUTI SUZUKI COMPANY :

Maruti Udyog Limited (MUL) was established in Feb 1981 through

an Act of Parliament, to meet the growing demand of a personal mode of

transport caused by the lack of an efficient public transport system.

Suzuki Motor Company was chosen from seven prospective partners

worldwide. This was due not only to their undisputed leadership in small

cars but also to their commitment to actively bring to MUL contemporary

technology and Japanese management practices (which had catapulted Japan

over USA to the status of the top auto manufacturing country in the world).

A license and a Joint Venture agreement were signed between Govt of

India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan)

in Oct1982.

The objectives of MUL then were:

Modernization of the Indian Automobile Industry.

Production of fuel-efficient vehicles to conserve scarce resources.

Production of large number of motor vehicles which was necessary

for economic growth

Maruti created history by going into production in a record 13 months.

On 14 December 1983, the then Prime Minister of India, Mrs

Indira Gandhi, released the first vehicle for sale by handing

over the keys of a Maruti 800 to Mr.Harpal Singh of Delhi.

Volume targets were routinely exceeded, and in March 1994, we

became the first Indian company to produce over one million vehicles,

a landmark yet to be achieved by any other car company in India.

Maruti is the highest volume car manufacturer in Asia, outside Japan

and Korea, having produced over 4 million vehicles by April 2003.

Maruti (subsidiary of Suzuki), has made profits every year since

inception except 2000-01. In 2001-02, we made a profit (before tax) of Rs

1183 million. In 2002-03, the profit (before tax) rose to Rs 2821 million,

recording a growth of 138.4%over the previous year.

Maruti revolutionized the way Indians looked at cars. "No other car

company so completely dominates its home market" - (The Economist).

MUL is the first and only car company in the world to lead its home market

in terms of both market share and in the JD Power Customer Satisfaction

study (JD Power Asia Pacific 2000 India Customer Satisfaction studies). It is

also the only car company in the world to be Top ranked four times in a row

(2000, 2001, 2002 & 2003).

Maruti-Suzuki Autocross 2004

In it's 5th year, Maruti-Suzuki Autocross 2004 was organized at Noida

from 6th - 8th Feb, 2004. 135 rally enthusiasts participated in the event

including 3 women drivers. The Maruti Suzuki Autocross 2004 may have

thrown up its usual share of winners, but none of the 135 participants lost

out on the sheer excitement.

The 1.5 km twin dust tracks comprised of a bridge as a unique feature.

With two cars racing simultaneously, it was sheer excitement to watch one

car going over the bridge & the other under it. The track was designed in

such a way that while racing, cars change tracks automatically & in the next

lap the car which had gone over the bridge goes under it & vice versa. The

race was based on best timing in the qualifying & pre-quarterfinals &

elimination procedure in quarterfinals, semi-finals &finals.

Six of the Maruti's models were in the fray -- Baleno, Esteem, Gypsy,

Alto, Zen and Maruti 800. Maruti Zen witnessed max. no. of entries

followed by Esteem & Baleno.

Professionals included 6 times National champion & Formula 3

winner N. Leelakrishnan from Coimbatore, 2003 National Champion

Vikram Mathias from Ooty, Sunny Sidhu - defending champion Maruti

Suzuki Autocross 2003 & winner Maruti-Suzuki Raid-de-Himalaya 2003;

Sandeep Sharma, winner Maruti Suzuki Autocross 2002, Anil Wadia,

winner Rally Desertstorm 2003 proved to be the scene stealers in the contest.

Equally noteworthy is the fact that all models from the Maruti stable

negotiated the bends and the hurdles without much ado.

Another first this year was the 'Race of Champions' where winners of

each category raced on similar stock cars (without any modification).

Maruti-Suzuki Autocross is a close circuit racing on an artificially

created track full of dips, bumps & hairpin bends to test the driving skills of

participants. It also provides a platform for new players to emerge in

Motorsports arena.

3.2 TRANSFER OF TECHNOLOGY OF THE MARUTI SUZUKI

COMPANY :

Every minute two vehicles roll out of the Maruti Plant. It is therefore

imperative that the transfer of contemporary technology from our partner

Suzuki is a smooth process.

Great stress is laid on training and motivating the people who man and

maintain the equipment, since the best equipment alone cannot guarantee

high quality and productivity.

From the beginning it was a conscious decision to send people to

Suzuki Motor Corporation for on-the-job training for line technicians,

supervisors and engineers. This helps them to imbibe the culture in a way

that merely transferring technology through documents can never replicate.

At present 20% of our workforce have been trained under this programme

3.3 ETHOS OF THE MARUTI SUZUKI COMPANY :

Our employees are our greatest strength and asset. It is this underlying

philosophy that has moulded our workforce into a team with common goals

and objectives. Our Employee-Management relationship is therefore

characterised by:

Participative Management.

Team work & Kaizen.

Communication and information sharing.

Open office culture for easy accessibility

To implement this philosophy, we have taken several measures like a flat

organisational structure. There are only three levels of responsibilities

ranging from the Board Of Directors, Division Heads to Department Heads.

Other visible features of this philosophy are an open office, common

uniforms (at all levels), and a common canteen for all.

This structure ensures better communication and speedy decision making

processes. It also creates an environment that builds trust, transparency and a

sense of belonging amongst employees

3.4 VISION OF THE MARUTI SUZUKI COMPANY

The Leader in

The Indian AutomobileIndustry,

Creating Customer Delightand Shareholder's Wealth;

A pride of India.

Our Core values:

Customer Obsession

Fast, Flexible and First Mover

Innovation and Creativity

Networking and Partnership

Openness and Learning

3.5 Registered and Corporate office

11th Floor, Jeevan Prakash, 25,

Kasturba Gandhi Marg, New Delhi - 110001,

India 91-11-23316831 (10 lines)

Fax: 91-11-23318754, 91-11-23713575Telex: 031-65029 MUL IN

Works

Palam Gurgaon Road, Gurgaon -122015,

Haryana, India 91-124-2340341-5, 91-124-2341341-5,

Voice Mail 91-124-2346721

Engineering 91-124-2399004, 91-124-2340367

Fax: 91- 124-2341304 (ENGG), 91-124-2341404 (SUPPLY CHAIN), 91-

124-2342617 (PRODN), 91-124-2341411 (P&P), 91-124-2340078 (S&D),

91-124-2341408 (SPARES), 91-124-2341402 (PROJECTS),91-124-

2340338 (FINANCE)

Maruti Customer Information Center

1600 11 1515 (Toll Free) -- accessible to MTNL and BSNL subscribers

only (0)98118-01515 -- accessible to mobile phone users and subscribers

of Touchtel, WLL, Tata etc. Please note that the calls to this mobile

number will not be Toll-Free

Service presently available in Delhi, Gurgaon, Mumbai, Chennai,

Bangalore and Hyderabad

Regional offices

East

For the States: Eastern Madhya Pradesh, Orissa, West Bengal, Bihar,

Andaman & Nicobar

L & T CHAMBERS

4th FLOOR,16,CAMAC STREETKOLKATA-700 016 91-33-

22835252/53/54/60/62/63

Fax: 91-33-22835261 Telex: 021-8045

North East

For the States: All North East States403,

Orian Towers,Christian Basti, G.S. Road,

Guwahati (Assam) 91-0361-2344140, 2340850, 2340605 (all telefax)

North 1

For the States: Delhi, Rajasthan, Uttar Pradesh (NCR) and parts of Western

UP, parts of Haryana

New Delhi:6th Floor,

Hansalaya Building, 15 Barakhamba Road,

New Delhi - 110001 91-11-23325329/5625/5342/5369, 23736612

Fax: 91-11-23325375 Telex: 031-65528

North 2

For the States: Haryana, Chandigarh, H.P., J&K, Punjab, Chandigarh

Sector 8-C, SCO 39-40

Madhya MargChandigarh - 160018 91-172-780057,781352

Fax: 91-172-548234Telex: 0395-545

Central

For the States: Central and Eastern Uttar Pradesh, North and West Madhya

Pradesh

Ground Floor, Block B-1,

Pickup Building, Vibhuti Khand, Gomtinagar

Lucknow - 226 010. 91-0522-2720931/32/33/34 (all telefax)

South 1

For the States: Tamil Nadu, Kerala and Pondicherry

7th Floor, Capital Towers,180,

Kodambakkam High Road,

Nungambakam,Chennai - 600034 91-44-28233050-53,

Fax: 91-44-8112059

South 2

For the States: Andhra Pradesh, Karnataka

204, 2nd Floor, "Embassy Classic" Vittal Mallya Road

Bangalore - 560 001 91-80- 2127384, 2127385, 51120017, 51120018 &

51120018

Fax: 91-80-2996647

Area Office: Andhra Pradesh

603/2 , 6th FloorWhite House (Block -1)6-3-1192/1/1,

Kundan BaghBegumpet,

Hyderabad - 500 016 91-40- 55250102, 55250203

West-1

For the States: Maharashtra, Goa, Daman & Diu

602, Madhava Building, Bandra-Kurla Complex,Bandra(E),

Mumbai - 400051 91-22-Tel: 91-22-26590165/0286/0290/0291

Fax: 91-22- 26590285Telex: 011-73522

West 2

For the State: Gujarat

505, Satkar Complex, Behind Swagat Building, Off

C G Road, Navrangpura,

Ahmedabad - 380 009. 91-79-26408416, 91-79-26408472,91-79-

26408478

Fax: 91-79-26408471

CHAPTER 4

THEORETICAL BACKGROUND

4.1 CUSTOMER SATISFACTION THEORY

4.1 CUSTOMER SATISFACTION THEORY :

Whether the buyer is satisfied after purchase depends on the offer’s

performance in relation to the buyer’s expectations.

Satisfaction is a person’s fallings of pleasure or disappointment

resulting from comparing a product’s perceived performance 9or outcome)

in relation to his or her expectations.

As this definition makes clear, satisfaction is a function of perceived

performance and expectation. If the performance falls short of expectations,

the customers, the customer is dissatisfied. If the performance matches the

expectations, the customers are satisfied. If the performance exceeds

expectations, the customers are highly satisfied or delighted.

Many companies are aiming for high satisfaction because customers

who are just satisfied still find it easy to switch when a better comes along.

Those who are highly satisfied are much less ready to switch. High

satisfaction or delight creates an emotional bond with the brand, not just a

rational performance. The result is high customer loyalty. Xerox’s senior

management believes that a very satisfied or delighted customer is worth 10

times as much to the company as a satisfied customer. A very customer is

likely to stay with Xerox many more years and buy more than a satisfied

customer will.

There are five major factors, which affected satisfaction of the car

namely: -

1. Problems Experienced:

Contributing to 35% of the CSI score, this factor measures the quality

of the car in terms of the number of repair problems that cropped up and

how often it was returned for re-service.

2. Service Advisor:

Which related to ability of the services advisor to ability of the service

advisor to understand the problem and his promptness in attending to the

customer, contributing to 28% of the CSI Score.

3. Service Performance:

Measures the quality of the service performed as well as the dealer’s

ability to fix a problem on the first visit. It has a weightage of 26% in the

CSI score and also considers how easily spare parts are available when

required.

4. Service Timing:

Affecting the score by just 6%, this time taken for a service or repair

job was responsible and if the vehicle was ready at the time promised.

5. Facility Appearance: -

Deals with the appearance of the customer lounge at the dealership

and the look and cleanliness of the service area. This factors has the least

impact CSI score at Just 5%

CHAPTER 5

INTRODUCTION OF THE PROBLEM

5.1 PROBLEM INDENTIFICATION

5.2 OBJECTIVE OF THE STUDY

5.3 SCOPE OF THE STUDY

5.4 LIMITATION OF THE STUDY

5.1 PROBLEM IDENTIFICATION.

I have conducted the research study at Dhru Motors. It is authorized

dealer of Maruti Suzuki Company,

Now, Dhru Motors wants to know the customer satisfaction level of

the Maruti’s four-wheeler with respect of the customer performance and

expectation and to know the improvement under taken by close competition

of Maruti’s four wheeler

PROBLEM DEFINATION

To measure the satisfaction level of Maruti’s four-wheeler after sales,

service provided by dhru motors with special concentration in Surat city

within two-month special research study.

5.2 OBJECTIVE OF THE STUDY :

To find out customer performance and expectation.

To know customer bahavior, habit.attudes toward Maruti’s four

wheeler

To understand the position of the competitors

To determine customer satisfaction level of Maruti’s four

wheeler

To know the reason why customer buy Maruti’s four wheeler

To know the purchasing criteria of customers

5.3 SCOPE OF THE STUDY.:

In today, we have to make each and every step with full care because

competition hit the market at anytime.

So for future growth and surviving in competition. this study is useful

to know satisfaction level if the customer of Maruti’s four wheeler and its

competitors. The customer of Maruti’s four wheeler can also know the

satisfaction level and its competitors.

Customer satisfaction level can be known from this study

and find out barriers.

Market potentiality can also be judge from this study

Company can improve the market share through

satisfaction of customer.

5.4 LIMITATION OF THE STUDY.:

A good report describes and explains the results derived at through the

study. As a result, whatever limitation occurs in the study, also creep into the

report and become the limitations of the report. In Short, it can be said that a

study is as accurate as the limitations of its study. Every project has its own

limitations and so did mine. I have listed a few of the limitation of my

studies below:

1. The survey was limited only to the physical boundaries of the city of

Surat and there by limited in the population studied.

2. The time period of the survey being only two months, it was not

possible to conduct a highly in-depth and detailed study, which in turn

might affect the findings.

3. Different people have different thought process and different attitudes.

As a result, their manner of answering the questions of the study

differs. Therefore, the answers received were sometimes good while

sometimes they were negative.

4. Due to unavoidable circumstances, the study had to be stopped mid-

way for some time.

CHAPTER 6

RESEARCH METHODOLOGY

6.1 THEORY OF RESEARCH METHODOLOGY

6.2 RESEARCH DESIGN

6.3 METHOD Of DATA COLLECTION

6.4 SAMPLING PLAN

6.1 THEORY OF RESEARCH METHODOLOGY:

This is chapter explain various methods & techniques used in this

research study with their suitability. This part of the research report is very

much important because it explain the methods; concept&procedures

followed by the researcher study the problem. It is helping to the reader to

understand whole the easily.

As marketing research does not address itself to basic or fundamental

question. It does not quality as basic research on the country, It tackles

problem, which seem to have immediate commercial potential. In view of

this major consideration. Marketing research should be regarded as applied

research. We may also say that marketing research is of both types-problem

solving and problem oriented.

Marketing research is a systematic and objective study of problem

pertaining to the marketing of goods and service.It may be emphasized that

is it not restricted to any particular area of marketing but is applicable to all

its phases and aspects

The American Marketing Association (AMA) has defined Marketing

research follows Marketing research is the function which the consumer,

Identify and define marketing opportunities &problems; generate, refine and

Evaluate marketing actions; monitor marketing performance; and improve

Understanding of a market as a process.

Marketing Research specified the information required to Address

these issues; designs the method for collecting information. Managers and

Implements the data collection process; analyses the results; the

Communications the findings and their implications.

6.2 RESEARCH DESIGN:

“A research design in the specification of methods and procedures for

acquiring the needed information it is the over all operational pattern of

frame work of the project that stipulates what information is to be collected

from which sources by what procedures”

To achieve objectives of my project study I have selected the

exploratory research & also the causal research.

6.3 METHOD Of DATA COLLECTION :

There are two types of data

Primary data: -

“Primary data is the data which is collected by the research at first hand.”

Sources

To collect primary data the questionnaire system is uses through

market survey.Structured non disgusisd questionnaire is applied in which

question question are listing in prearranged on paper and where the object of

inquiry is revealed to the respondent I have contected the customer and

interviwed them by personally & by telephones.The analysis of the collected

data through questionnaire is given in the later part of the project.

Secondary data

“Secondary data whether internal or external is the data already

collected by others for propose other then solution of the problem at hand”

Secondary sources are

Internal sources:

Internal guide

(Prof Vasudev Modi)

Sales executive of the Dhru Motors

External sources

Various marketing books

www.maruti udhyog.com

PRE-TESTING

A pre- testing is small-scale replica of the main study. it dresses a

rehearsal and provides guidance on the following matter.

1. The adequacy of the sampling frame to be followed for the survey.

2. It helps the researcher in selecting the data collection method.

3. It gives prior knowledge about the population to be sampled.

4. The pre0testing helps the researcher in checking the validity of the

questionnaire and in redesigning of the same.

5. It also provides training to the researcher for interviewing.

6.4 SAMPLING PLAN :

A number of decision & task are include in sampling and it is the

procedure required right from defining a population selection of sample

element.

Define the population: -

The population id defined in terms of Element, Sampling units, Extent ,Time

Element: -Owner of Maruti four wheeler

Sampling unit: -Businessman,Professional,salaried,student.

Extent: -Surat city

Time: -15th January to 15th March,2004

Sampling Frame

I have taken whole Surat city as sample frame for conducting

research.

Sampling Method

I have used proportionate random sampling to select the respondent

from the entire population

I have conducted a pilot survey by interviewing 20 respondents.

Select randomly, it is helpful in finalization of the questionnaire and

also in knowing standard error or core element. How this survey has became

useful to me in deciding the sample size

Sample size decision

As the study is related to satisfaction level with reference to surat city.I have

taken the formula as follow:

Where:

p=probability of success

q= probability of failure

z= confidence level

e=Tolerable error

To decide the value of above-mentioned variable. I have analysis the pilot survey and

result emerged is as

ResultNo of

respondentPercentage

Satisfy 15 75%

Dissatisfy 5 25%

Total 20 100%

100% confidence level is not possible because of large size of population. So

I have taken 95% confidence to overcome this limit maintain accuracy.

I have decided to accept 5% error in my sample from the true population

mean, as it is also tolerable by the company. I get the following sample size

through the equation

Sample Size N=p*q (z/e) 2

= (0.75)*(0.20)*(1.96/0.05) 2

= 0.75*0.25(39.2)2

= 288.12

300

CHAPTER 7

DATA ANALYSIS & INTERPRETATION

7.1 OVERALL SATISFACTION LEVEL OF MARUTI-800

7.2 OVERALL SATISFACTION LEVEL OF ALTO

7.3 OVERALL SATISFACTION LEVEL OF ZEN

7.4 OVERALL SATISFACTION LEVEL OF WAGON-R

7.5 OVERALL SATISFACTION LEVEL OF OMNI

7.6 OVERALL SATISFACTION LEVEL OF ESTEEM

7.7 SATSFACTION LEVEL ACCORDING TO OCCUPATION

7.8 SATSFACTION LEVEL OF M-800 V/S FEATURES

7.9 SATSFACTION LEVEL OF ZEN V/S FEATURES

7.10 SATSFACTION LEVEL OF ALTO V/S FEATURES

7.11 SATSFACTION LEVEL OF WAGON R V/S FEATURES

7.12 SATSFACTION LEVEL OF OMNI V/S FEATURES

7.13 SATSFACTION LEVEL OF ESTEEM V/S FEATURES

7.1 OVERALL SATISFACTION LEVEL OF MARUTI800 :

The total numbers of the respondents are 75 in the collection of the

data so according to that the data is classified are as below in the table:

Question

During sales Discussion

During Delivery of car

Level of satisfaction of product

No of Respondents

In (%)No of

RespondentsIn (%)

No of Respondents

In (%)

Excellent 53 70% 55 73% 56 75%Good 15 20% 12 16% 12 16%

Average 07 10% 05 07% 07 09%Poor 00 00% 03 04% 00 00%

TOTAL 75 100% 75 100% 75 100%

Comment :

Above graph shows that the customer are highly satisfy because of the

maintenance of the car is low compared to other car. some percentage of car

owner is average satisfy because of the ride. handling and braking” of the

car.

7.2 OVERALL SATISFACTION LEVEL OF ALTO :

The total number of the respondent is 50 in the collection of the data

so according to that the data is classified are as below in the table:

Question

During sales Discussion

During Delivery of car

Level of satisfaction of product

No of Respondents

In (%)No of

RespondentsIn (%)

No of Respondents

In (%)

Excellent 38 76% 40 80% 35 70%Good 08 16% 05 10% 10 20%

Average 04 08% 05 10% 03 06%Poor 00 00% 00 00% 02 04%

TOTAL 50 100% 50 100% 50 100%

Comment :

Above graph shows that the customer of the alto are average satisfy because

of the fewest problem on ‘ feathers and control” of the in this car

7.3 OVERALL SATISFACTION LEVEL OF ZEN :

The total number of the respondent is 50 in the collection of the data

so according to that the data is classified are as below in the table:

Question

During sales Discussion

During Delivery of car

Level of satisfaction of product

No of Respondents

In (%)No of

RespondentsIn (%)

No of Respondents

In (%)

Excellent 40 80% 45 90% 38 76%Good 08 16% 04 08% 08 16%

Average 02 04% 01 02% 03 06%Poor 00 00% 00 00% 01 02%

TOTAL 50 100% 50 100% 50 100%

Comment :

Above graph shows that the customer are highly satisfy because the three

categories namely “vehicle interior”,”trasmission” and “engine”

7.4 OVERALL SATISFACTION LEVEL OF WAGON-R :

The total number of the respondent is 60 in the collection of the data

so according to that the data is classified are as below in the table:

Question

During sales Discussion

During Delivery of car

Level of satisfaction of product

No of Respondents

In (%)No of

RespondentsIn (%)

No of Respondents

In (%)

Excellent 40 67% 45 75% 55 92%Good 15 25% 10 17% 03 05%

Average 05 08% 05 08% 02 03%Poor 00 00% 00 00% 00 00%

TOTAL 60 100% 60 100% 60 100%

Comment :

Above graph shows that the customer of wagon r are highly satisfy because

of true testament to the culture of continuous improvement which Suzuki

has put in at Maruti. It has performed particularly well are “vehicle

exterior”, followed by “engine”

7.5 OVERALL SATISFACTION LEVEL OF OMNI :

The total number of the respondent is 50 in the collection of the data

so according to that the data is classified are as below in the table:

Question

During sales Discussion

During Delivery of car

Level of satisfaction of product

No of Respondents

In (%)No of

RespondentsIn (%)

No of Respondents

In (%)

Excellent 35 70% 40 80% 30 60%Good 10 20% 08 16% 10 20%

Average 05 10% 02 04% 03 06%Poor 00 00% 00 00% 07 14%

TOTAL 50 100% 50 100% 50 100%

Comment :

Above graph shows that the omni car customer are average satisfy Because

of the problems in “ride,handlingand seats. of this vehicles

7.6 OVERALL SATISFACTION LEVEL OF ESTEEM :

The total number of the respondent is 15 in the collection of the data so according

to that the data is classified are as below in the table:

Question

During sales Discussion

During Delivery of carLevel of satisfaction

of productNo of

RespondentsIn (%)

No of Respondents

In (%)No of

RespondentsIn (%)

Excellent 10 67% 12 80% 11 74%Good 03 20% 02 13% 02 13%

Average 02 13% 01 07% 02 13%Poor 00 00% 00 00% 00 00%

TOTAL 15 100% 15 100% 15 100%

Comment :

Above graph shoes that the owner of esteem are highly satisfy because.

Owners reported the greast improvement on two categories, namely

“Features and control” and “engine”. The esteem also achieved segment best

score and achieves overall leadership of the “Entry Midsize” segment

7.7 SATSFACTION LEVEL ACCORDING TO OCCUPATION:

OccupationNo. Respondent

Which is satisfyIn percentage

Businessman 180 60%

Professional 45 15%

salaried 60 20%

Student 15 5%

Total 300 100%

Comment: -

Above graph shows that the business is highly satisfy in the Maruti’s four

vehicle Because of the maintenance of the car is very low compare to other

and the service of the company is excellent after sales

7.8 SATSFACTION LEVEL OF M-800 V/S FEATURES:

The total numbers of the respondents are 75 in the collection of the

data so according to that the data is classified are as below in the table.

FEATURESMPFI

ENGINEMILEAGE PICK UP OUTLOOK RIDING

EXECLLANT60

(80%)

64

(85%)

56

(75%)

53

(70%)

64

85%)

GOOD7

(10%)

7

(10%)

12(

15%)

12

(18%)

7

(10%)

AVERAGE6

(8%)

4

(3%)

6

(8%)

7(

10%)

3

(4%)

POOR2

(2%)

0

(0%)

1

(2%)

3(

4%)

1

(1%)

Total75

(100%)

75

(100%)

75

(100%)

75

(100%)

75

(100%)

Comment: The M-800 owner reported the maximum number of person with

the ride; handling and bracing perform which leads to the decline the owner

satisfaction.

7.9 SATSFACTION LEVEL OF ZEN V/S FEATURES :

The total number of the respondent is 50 in the collection of the data so according

to that the data is classified are as below in the table:

FEATURE MPFI

ENGINEMILEAGE PICK UP OUTLOOK RIDING

EXECLLANT

(In%)

38

(75%)

43

(85%)

43

(88%)

45

(90%)

47

(95%)

GOOD

(In%)

7

(15%)

5

(10%)

4

(7%)

4

(8%)

4

(7%)

AVERAGE

(In%)

10

(5%)

2

(5%)

2

(3%)

1

(2%)

1

(2%)_

POO(In%)R 0

(0)

0

(0%)

1

(2%)

0

(0%)

0

(0%)

Total50

(100%)

50

(100%)

50

(100%)

50

(100%)

50

(100%)

Comment :

Above graph Shows that the owner of Zen is highly satisfy because of

the it’s Vehicle interior, engine and the outlook of the car.

7.10 SATSFACTION LEVEL OF ALTO V/S FEATURES :

The total number of the respondent is 50 in the collection of the data so according

to that the data is classified are as below in the table:-

FEATURESMPFI

ENGINEMILEAGE PICK UP OUTLOOK RIDING

EXECLLANT

(In%)

35

(70%)

37

(75%)

40

(80%)

43

(80%)

38

(75%)

GOOD (In%)5

(10%)

6

(12%)

7

(15%)

4

(8%)

7

(15%)

AVERAGE

(In%)

6

(12%)

5

10%)

2

(4%)

2

(4%)

4

(8%)

POOR

(In%)

4

(8%)

1

(3%)

1

(1%)

1

(1%)

1

(2%)

Total50

(100%)

50

(100%)

50

(100%)

50

(100%)

50

(100%)

Comment:

Above graph shows that the Alto owner reported the fewer problem in

feature so alto car owner is satisfy.

7.11 SATSFACTION LEVEL OF WAGON R V/S FEATURES :

The total number of the respondent is 60 in the collection of the data

so according to that the data is classified are as below in the table:-

FEATURESMPFI

ENGINEMILEAGE PICK UP OUTLOOK RIDING

EXECLLANT

(In%)

51

(85%)

47

(79%)

54

(90%)

57

(95%)

54

(90%)

GOOD

(In%)

7

(12%)

5

(11%)

5

(8%)

2

(3%)

5

(8%)

AVERAGE

(In%)

2

(3%)

7

(9%)

1

(2%)

1

(2%)

1

(2%)

POOR

(In%)

0

(0%)

1

(1%)

0

(0%)

0

(0%)

0

(0%)

TOTAL

(In%)

60

(100%)

60

(100%)

60

(100%)

60

(100%)

60

(100%)

Comment:

Above graph shows that the owner of the wagon r is highly satisfy with its

features like new outlook car, pickup and engine of the car.

7.12 SATSFACTION LEVEL OF OMNI V/S FEATURES :

The total number of the respondent is 50 in the collection of the data so according

to that the data is classified are as below in the table

FEATURES MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING

EXECLLANT

(In%)

43

(85%)

40

(80%)

35

(70%)

42

(85%)

35

(70%)

GOOD

(In%)

6

12%)

7

(15%)

7

(15%)

5

(10%)

7

(15%)

AVERAGE

(In%)

1

(2%)

19

(2%)

5

(10%)

2

(4%)

5

(10%)

POOR

(In%)

1

(1%)

1

(1%)

3

(5%)

1

(1%)

3

(5%)

Total

(In%)

50

(100%)

50

(100%)

50

(100%)

50

(100%)

50

(100%)

Comment:

The above graph shows that the owners are average satisfy with it’s

features because of the ride, handling and braking and seats problem

7.13 SATSFACTION LEVEL OF ESTEEM V/S FEATURES :

The total number of the respondent is 15 in the collection of the data

so according to that the data is classified are as below in the table

FEATURESMPFI

ENGINEMILEAGE PICK UP OUTLOOK RIDING

EXECLLANT

(In%)

12

(80%)

11

(75%)

13

(90%)

12

(80%)

12

(80%)

GOOD

(In%)

2(

13%)

3

(16%)

1

(8%)

2

(13%)

2

(15%)

AVERAGE

(In%)

1

(7%)

2

(8%)

1

(7%)

1

(7%)

1

(4%)

POOR

(In%)

0

(0%)

0

(0%)

0

(0%)

0

(0%)

0

(0%)

TOTAL15

(100%)

15

(100%)

15

(100%)

15

(100%)

15

(100%)

Comment:

The above graph shows that the owner of esteem are highly satisfy

because of the greatest improvement on the features, control. And engine.

CHAPTER 8

FINDINGS

FINDINGS :

Based on my observation during the entire two months project, I list my

findings as under: -

Maruti Suzuki is a name India has loved and trusted for 20 years

There are around 40 lakh satisfied Maruti Suzuki owners on the road

today.

Maruti Suzuki sells more cars than all others put together.

New Maruti Suzuki cars are built with technology other cars just

can’t match.

Maruti Suzuki customers enjoy benefits few other car companies can

offer.

Maruti Suzuki owners are more satisfied with their cars than anyone

else.

Now Maruti Suzuki vehicles have advanced new MPFI (Multipoint

Fuel Injection) technology that works with the unique 16 X 4

Hypertech engine to give you unmatched performance.

Only Maruti Suzuki has a nation wide network of over 1900 service

station in more than 900 towns. From Kashmir to Kanyakumari.

Better fuel economy. Lower emission levels easily meet euro 2

norms.

Modern advanced repairing equipment and tools.

Maruti Suzuki spares are easily available across the length and

breadth of the country.

Just dial 9622 9622 00 for a 24-hour on-road breakdown service in

many cities. No other car company can match this.

CHAPTER 8

SUGGESTIONS