maruti suzuki 2

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A PROJECT REPORT ON

“CONSUMER SATISFACTION WITH MARUTI SUZUKI”

Submitted in the partial fulfilment for the award of the degree of

“BACHELOR OF BUSINESS ADMINISTRATION”

SUBMITTED TO : SUBMITTED BY:

MR. SHIV ANAND RISHABH SHARMA

(Assistant Professor) Roll no: 03214001713

Batch No. BBA GENERAL

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PREFACE

Today the business environment is rapidly changing in this competitive

environment the popular trend is also striving for maintaining its positions

therefore it become essential for the companies that they should know about

their preference & taste.

Regarding a particular product it is of almost necessary to know the

consumers satisfaction to the value offered by the company in case of

dissatisfactory result it is essential to as certain whether the dissatisfaction is for

entire product or part of it is and what value do the consumers expect from it?

The research will provide the relevant information to the organization

about consumer’s attitude towards there products & services.

The research work is sincere effort to find out the ultimate requirement of

consumers for the betterment of research as well as the organization.

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CERTIFICATE

This is to certify that Rishabh Sharma student of Jagan Institute of Management Studies, Sector-5, Rohini, Delhi has worked under my supervision and guidance on “consumer satisfaction with maruti suzuki" submitted in partial fulfilment for the award of degree in Bachelors of Business Administration, of Guru Gobind Singh Indraprastha University, Delhi. The matter embodied in this report is authentic and same is recommended for evaluation. I wish him luck in his future endeavours.

Shiv Anand

Assistant Professor

JIMS, Sec-5 Rohini, Delhi

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ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather it is an amalgamation of the efforts, ideas and co-operation of a number of entities. I would like to thank GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY for giving an opportunity to work on a valuable project. I am thankful to our Faculty Mr. Shiv Anand, for motivating me to complete this project with complete focus and attention. I wish to express my heartfelt gratitude to the all the people who have played a crucial role in the research for this project, without their active cooperation this project could not have been completed within the specified time limit.

RISHABH SHARMA

BBA (G) 03214001713

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EXECUTIVE SUMMARY

Very often, there is an analogy drawn between the state of the great Indian

roads and the pace of economic development in the country. Needless to say,

it’s not a very pleasing comparison. So the average Indian customer who rides

the roads of India is naturally extremely cautious when it comes to investing in

a vehicle. Only those rough and tough enough to survive the potholes and

nightmarish surfaces can pass muster. In such a scenario, Maruti Udyog

Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader

of the Indian car market for about two decades. The company has a portfolio of

11 brands, including Maruti 800, Omni, premium small car Zen, international

brands Alto, WagonR and Swift, off-roader Gypsy, mid size Esteem, luxury car

Baleno, the MPV, Versa and Luxury SUV Grand Vitara XL7. It has introduced

upgraded versions of all its existing products completely designed and styled in-

house.

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CHAPTER-1

INTRODUCTION AND HISTORY

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INTRODUCTION AND HISTORY

Maruti's history begins in 1970, when a private limited company named 'Maruti

technical services private limited' (MTSPL) is launched on November 16, 1970.

The stated purpose of this company was to provide technical know-how for the

design, manufacture and assembly of "a wholly indigenous motor car".

In June 1971, a company called 'Maruti limited' was incorporated under

the Companies Act and Sanjay Gandhi became its first managing

director.

In 1982, a license & Joint Venture Agreement (JVA) is signed between

Maruti Udyog Ltd. and Suzuki of Japan.

In 1989 the Maruti 1000 is presented after having been shown earlier.

This 970 cc, three-box is India’s first contemporary sedan..

In 1993 the Zen, a modern 993 cc, hatchback which is later exported

globally as the Suzuki Alto.

In 1994 the 1298 cc Esteem appears, a more luxurious redesigned Maruti

1000. This and other Marutis begin appearing in a plethora of different

equipment levels, to better suit India's increasingly discerning consumers.

A Zen Automatic arrives in 1996, as does the Gypsy King, a 1.3 liter

version of the compact off-roader, and a minibus version of the Omni (the

Omni E).

In 1998 the new Maruti 800 is released, the first change in design since

1986. This is simply a facelift of the existing model, to ensure steady

sales. Also, the two millionth vehicle is produced.

In 2000 Maruti becomes the first car company in India to launch a Call

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Center for internal and customer services. The new Alto model is also

released.

In 2003 the new Suzuki Grand Vitara XL-7 appears, while the Zen and

the Wagon R are upgraded and redesigned model.

In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki

Automobiles India", to build two new manufacturing plants, one for

vehicles and one for engines

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PRODUCT PROFILE:-

Model Launched Category Image

Omni 1984 Minivan

Gypsy 1985 SUV

WagonR 1999 Hatchback

Grand

Vitara2007 Mini SUV

Swift DZire 2008 Sedan

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Ritz 2009 Hatchback

Kizashi 2011 Sedan

Ertiga 2012 Mini MPV

Alto 800 2012 Hatchback

Stingray 2013 Hatchback

Celerio 2014 Hatchback

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SWOT ANALYSIS OF MARUTI SUZUKI

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Strengths

Brand NameLarge Distribution NetworkWide product offering at different price pointsCheapest Cars in corresponding segmentsEncouraging exportsAwarded many awardsEconomy with technology

Weakness

Lack of in house R & DNew model introduction limited to only cosmetic changesDominance mainly at lower level only (Swift)

Opportunity

Rise of Indian middle class and small citiesA booming economyRising exports

Threats

Many players fighting for the same cakeEntry of new playersCannibalism

Competitors

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CHAPTER-2

OBJECTIVES AND

METHODOLOGY

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CONSUMER BEHAVIOUR:-

It is defined as all psychological, social and physical behavior of potential

customers as they become aware, evaluate, purchase, consume, and tell to

others about product and services.

Buying behavior involves both individual ( psychological) and group

process.

Buyer behavior is reflected from awareness right through post

purchase evaluation indicating satisfaction and non satisfaction ,

from purchaser

Buyer behavior includes communication, purchasing and

consumption behavior

Consumer behavior is basically social in nature hence the social

factors play important roles in shaping buying behavior

Buyer behavior includes both customer and industrial behavior.

“Hence consumer behavior is an orderly process whereby the consumer

interacts with the environment for making a purchase decision on products

“

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DIVERSITY OF CONSUMER BEHAVIOR:-

customer and consumer words are referred as synonyms but the difference

exists

customer - the purchaser of product or service , may or may not be

the end user

consumer- the end user , may or may not be the purchaser

new age of business demands differentiation of customers by

individual differences in consumer expectations, preferences and

influences.

Firms need to go into deep of consumer behavior to analyze and act to

achieve objectives

CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:-

Consumer behavior can be said to be the study of how individual make decision

on how to spend their available resources (time, money, effort) on various

consumption related items. This simple definition of consumer behavior tells

the markets to resolve every activity around the ultimate consumers & gauge

their behavior by specially focusing on:

Who buys products or services?

How do they buy products or services?

Where do they buy them?

How often they buy them?

Why do they buy them?

How often they use them?

These questions will help in understanding better what factors influences the

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decision making process of the customer.

CONSUMER DECISION MAKING PROCESS:-

Stimuli- need, reasons, influences, gathering information

Information processing- process , analyze information about product

Decision making - on the basis of analysis , decision to go for

Response- response to buy without any prejudice

For industrial buyers the process is almost similar only with addition

of re-buy, modified re buy or new task.

FACTOR INFLUENCING BUYING BEHAVIOR:-

Individual factors

Cognitive thinking process – perception , attitudes , Needs/motives

Personal characteristics – demography, lifestyles ,personal traits

Environmental factors

Culture- values ,beliefs, sub cultural / cross cultural factors

Social class- social class , society

Influence groups – family, opinion leaders, reference group

Situational variables – purchase occasion , market communication,

shopping behavior, price , sales influence , product position

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CONSUMER SATISFACTION : -

All business firms have realized that marketing is a core element of

management philosophy & the key to its success lies in focusing more & more

on the consumer satisfaction . That is, it will be the customer who will decide

where the firm is heading. Thus the challenge before the marketer is to ensure

that they should satisfy every customer.

Satisfaction is an important element in the evaluating stage. Satisfaction refers

to the buyers state of being adequately rewarded in a buying situation for the

sacrifices he has made one the customer purchase & use the product they may

then become either satisfy or dissatisfied.

Satisfied Customers are people who are happy with the product & services &

are willing to come back & pay for it again.

CONSUMER RESEARCH:-

Consumer research is the methodology used to study consumer behavior

research offer set diverse to identify consumer needs it is used to identify both

felt & unfelt needs, to learn how consumers. Perceive product & brand & stores.

What their attitudes are before and after promotional campaigns & how & why

they make their consumption decision.

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CHAPTER-3

RESEARCH

METHODOLOGY

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OBJECTIVES OF THE STUDY

The present study of the marketing strategy of the Maruti Suzuki (Pvt.) Limited

revolves around the following broad objectives:

(i) To study the evolution and growth of the Maruti Suzuki (Pvt.) Limited

in the context of the automobile revolution in India;

(ii) To study the growth strategy of the Maruti Suzuki (Pvt.) limited and

the marketing methods followed by it in this regard.

(iii) To study the small car revolution in India and the contribution of the

Maruti Suzuki (Pvt.) limited to it.

Basically the main objective of the survey is to try to identify whether

Maruti Suzuki Pvt. Limited is maintaining the service level desired by

the consumers. It also tries to study the company on different customer

value attributes and analysis its performance, to assess the service

quality gap (expectation –perception) for Maruti.

The service quality gap can be assessed on the following 5

dimensions of service quality gap :-

Tangibles – the appearance of physical facilities, equipments,

personnel and communication material.

Reliability – The ability to perform dependable service and

accuracy.

Empathy – The provision of caring, individualized attention to

customers.

Responsiveness – The willingness to help customers and to

provide prompt service.

Assurance – The knowledge and courtesy of employees and their

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ability to convey trust and confidence.

SCOPE OF RESEARCH

There is a tremendous amount of scope for future research in this area , that is

the Automobile Industry, some possibilities can be:

Comprehensive research on all the competitors in the market.

Research on the buying behavior which would include brand

performance, brand attitudes, product satisfaction, purchase behavior,

purchase intentions, brand awareness, segmentation studies, etc.

Study of perceptions among people regarding automobiles (Maruti) and

their preferences of the type of vehicles (cars).

DATA COLLECTIONS TOOLS

Primary Data: -

Questionnaires and personal interviews

Telephonic interviews

E-mail questionnaires.

Secondary Data: -

Secondary data has been collected from cars magazines, books relating to

consumer behaviour, from Internet from sites like (

http://en.wikipedia.org/wiki/Maruti_Suzuki ).

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METHODOLOGY

A strategic analysis was done on “The customer satisfaction with respect to car

models offered by maruti Suzuki pvt.limited.”

UNIVERSE: All consumers /customers in South Delhi and surrounding areas.

SAMPLE SIZE: 50 people

AREAS COVERED: In North Delhi, specific areas surveyed are Inderloak ,

Rani Bagh , Shastri Nagar.

LIMITATIONS OF THE SURVEY

1. The scope of the project is limited in the sense that only Maruti Suzuki

Private Limited has been undertaken for consumer research.

2. The extent of the survey was New Delhi only. So the arguments or the

suggestions given in the report may not hold true for other locations in

India.

ANALYSIS TECHNIQUES

Quantitative analysis is performed using the data collected at each outlet to

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estimate the presence of Amul milk.

Tools Utilized

o Percentage Analysis

o Graph Chart

CHAPTER-4

DATAANALYSIS

AND INTERPRETATION

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SALESMANSHIP:-

The knowledgeable salesman helps the people in buy good products .They tells

people about the coming model and all the specifications of that model.

KNOWLEDGEABLE

SALESPERSON

NUMBER OF

RESPONDENTS

PERSENTAGE

Strongly disagree 0 0%

disagree 0 0%

Neither disagree nor

agree

0 0%

agree 86 86%

Strongly agree 14 14%

SOURCE:-Primary Data

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Interpretation-

86% people agreed that the sales persons are knowledgeable and

14%strongly disagreed that the sales persons are knowledgeable.

Before sales services:-

If the company is a famous one then the before sales service is very better as

they didn’t want their customer to get.

Analysing the reviews of the respondants

EMPLOYEE SPENT

ENOUGH TIME WITH

YOU BEFORE SALES

NUMBER OF

RESPONDENTS

PERCENTAGE


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disagree 0 0%


agree

0 0%

agree 64 64%



Interpretation-

64% people agreed that the sales persons spent enough time with

thembefore the sales and 36% strongly agreed with this.

During sales services:-

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The during sales service helps the customer in getting updates what kind of

engine is there present in the car.


EMPLOYEE SPENT

ENOUGH TIME

WITH YOU DURING

SALES

NUMBER OF

RESPONDENTS

PERCENTAGE


Disagree 4 4%


agree

0 0%

Agree 62 62%



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Interpretation-

62% agreed that sales persons spent enough time with them during the

sales ,while 34% strongly agreed that the sales persons spent enough time with

themduring sales and only 4% disagreed with this.

After sales services:-


EMPLOYEE SPENT

ENOUGH TIME WITH

YOU AFTER SALES

NUMBER OF

RESPONDENTS

PERCENTAGE


Disagree 22 22%

Neither disagree nor 0 0%

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agree

agree 54 54%



Interpretation-

60% agreed tha t the sa les persons spent enough t ime wi th them

af tersales ,26% strongly agreed with this and 14% disagreed that the

salespersons spent enough time with them after sales.

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Display of Merchandize:-


DISPLAY OF

MERCHANDIZE

NUMBER OF

RESPONDENTS

PERCENTAGE


disagree 0 0%


agree

0 0%

agree 94 94%

Strongly agree 6 6%


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Interpretation-

9 4 % a g r e e d t h a t t h e d i s p l a y o f m e r c h a n d i z e w a s

a t t r a c t i v e a n d 6 % strongly agreed that the display of merchandize was

attractive

Product availability:-


AVAILABILITY OF

THE PRODUCT

NUMBER OF

RESPONDENTS

PERCENTAGE


Disagree 4 4%

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agree

0 0%

Agree 91 91%

Strongly agree 5 5%


Interpretation

91% agreed that the availability of the product was there, 5%

stronglyagreed that the availability was there while only 4% said they

disagreedwith this.

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CHAPTER-5

FINDINGS

AND

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RECOMENDATION

S

FINDINGS:-

First I would like to present my survey findings. The main findings of my

survey are as follows:

It is found in the survey that males are the main decision maker for buying

the car. As per the data, 65% of male and 35% of female makes purchase

decision.

The main purchasing factors for the Maruti Suzuki are Quality and Brand

image. The data reveals that 42% influences on Quality and 32% influenced

for the Brand.

88% of the total respondents are using product since from a long time. The

majority of the respondents are using Maruti Suzuki products from more

than 3 years.

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RECOMMENDATION:-

According to the respondents feedback, MUL needs to launch new & better

models in the small car and luxury car segment and upgrade its existing models

in the mid – size car segment.

MUL needs to offer more & more services to remain in competition.

Availability of spare parts of cars manufactured by MUL should be made

more effective.

Maruti’s vehicles are still number one in terms of service standards, other

factors like fuel efficiency, trouble-free operation etc., but still it needs to

improve as its existing model like Maruti 800 is becoming outdated in

technological terms & other foreign players like Hyundai, General Motors are

using latest technologies

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CHAPTER-6

CONCLUSION

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CONCLUSION :-

From the survey conducted it is observed that Maruti Suzuki has a good market

share.

From the study conducted the following conclusions can be drawn. In order the

dream comes into reality and for turning liabilities into assets one must have to

meet the needs of the customers.

The factors considered by the customer before purchasing cars are price,

comfortablity and availability.

Finally I conclude that, majority of the customers are satisfied with the Maruti

Suzuki because of its good quality, reputation, easy availabilities. Some

customers are not satisfied with the Maruti Suzuki because of high price, lack

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of after sales services, comfortablity and life etc. therefore, if slight

modification in the marketing programme such as dealers and outlets,

promotion programmers, product lines etc., definitely company can be as a

monopoly and strong market leader.

Maruti Suzuki has also to take care of its competitors into consideration and

more importantly its customers before making any move.

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BIBLIOGRAPHY :

Books & Journals

Marketing Management by Phillip Kotler

Newspapers, Journals & Magazines

The Economist

Economic Times

Autocar Indias

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Annexure

QUESTIONNAIRE :

Name : - ______________________________________________

Address: - _______________________________________________

Age : - _________________ Gender : - _________________

Contact No.: - _________________________

Q-1. What are the basic features you look for in a car?

(Rank Between 1 to 13)

Rankings

(a) Looks/Appearance

(b) Mileage

(c) Brand Name

(d) Price

(e) Car Accessories

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(f) Power Steering

(g) Speed

(h) Colour

(i) Airbags

(j) ABS (Breaking System)

(k) Defogger

(l) Effective AC System

(m) Alternative Fuel System (LPG/CNG)

If any other essential feature, please mention

_____________________________________________________

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Q-2. What type of cars do you prefer?

Small Cars

Mid Size Cars

Premium Cars

Luxury Cars

Q-3. What are the different car accessories you prefer?

Audio-System

Seat Covers

Key-less entry

Alloy Wheels

Rear Spoiler

Q-4. Small cars generally give better service than large ones.

Agree

Disagree

Q-5. What type of services you prefer at the time of purchase of car/

Test-drive

Proper product information

Good Salesmanship

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Q-6. What after sales services you prefer?

Car servicing

On-road services

Repairing of defective parts within the time period of

warranty

Q-8. Which car of MUL do you think has the highest resale value?

Alto

Omni

Maruti 800

Maruti Zen

Wagon R

Versa

Maruti Esteem

Baleno

Swift

Maruti Zen Classic

Maruti Gypsy

Grand Vitara

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Q-9. Have you visited MUL’s service stations?

Yes

No

(1)If yes, how many times______ ______(&)

where __________________________________________

Q-10. Are you satisfied with the current services provided by MUL?

Yes

No

Q-11. Product Information provided by authorized dealers of MUL so that the customer gets satisfied

with the product he want to purchase is:-

Excellent

Very Good

Good

Fair

Poor

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Q-12. Is the availability of spare parts of cars manufactured by MUL

effective?

Yes

No

Q-13. Do you find promotional strategies of MUL effective?

Effective

Not Effective

Q-14. Are you satisfied with the price ranges offered by MUL?

Satisfied

Dissatisfied

Neither satisfied nor dissatisfied

INDEX

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CHAPTER TOPIC

I CERTIFICATE

II ACKNOWLEDGEMENT

1 INTRODUCTION

2 COMPANY’S PROFILE

3 RESEARCH METHODOLOGY

4 OBJECTIVES OF THE STUDY

5 LIMITATIONS

6 ANALYSIS & INTERPRETATION

7 FINDINGS & SUGGESTIONS

8 CONCLUSIONS

9 BIBLIOGRPHY

10 QUESTIONIRE