CHAPTER I INTRODUCTION

SUZUKIPhilosophy The core philosophy of SUZUKI is to provide VALUE-PACKED PRODUCTS . Since the founding of SUZUKI Motor Corporation, the Organizations endeavor has always been to provide VALUE-PACKED PRODUCTS as one of the manufacturingphilosophies.

SUZUKI believes that VALUE-PACKED PRODUCTS come from the effort to carry out Product development from customers point of view. This policy has been in effect since Companys inception and has helped the Organization to meet customers needs. As a result, SUZUKIs Products have become well received throughout the World. SUZUKI is fully committed to create Products that meet customers demand by utilizing its dynamic, long-nurtured technological advantage coupled with its fresh and active human resources. Mission Statement

Develop products of superior value by focusing on the customers. Establish a refreshing and innovative company through teamwork. Strive for individual excellence through continuous improvement.

Company Name SUZUKI MOTORCYCLE INDIA PRIVATE LIMITED is a subsidiary of Suzuki Motor Corporation, Japan where in we are having the same manufacturing philosophy of VALUE PACKED PRODUCTS right from the inception. SMIPL will be manufacturing two wheelers best suited for the valuable Indian customers covering all segments. Plant area and productionWe have installed our manufacturing plant in Gurgaon capacity (Haryana) having the annual plant capacity of 1,20,000 units. We have got total land area of 37 acres and out of which presently our plant is constructed in 6.5 acres of land and remaining area is left for the land development and future expansion. CapitalRs. 713.43 Million Managing DirectorMr. Satya Sheel Khosla Joint Managing DirectorMr. Katsumi Takata Personnel over the years Items Total number of employees Year 2006-07 321

Main ProductsMotorcycle and scooter Head Office, Plants & Facilities Name Suzuki Motorcycle India Pvt Ltd Address Village Kherki Dhaula, Badshahapur, L.H.-8, Link Road, Gurgaon. Operations

Head office affairs

Motorcycle engines assembling and machining

Spare parts administration Education and training Public relations Research and development
Testing and development of motorcycles

Environment

At Suzuki, the philosophy of keeping environment first is properly percolated downwards. To comply with all applicable legislations and setting standards thereof remains only a beginning. We thrive to discover and invent mechanisms for better environment management systems and its a continuous process which is managed by a separate wing of experts and specialist in the field. The biggest testimony of Suzukis commitments towards environment first is seen in the new plant of Suzuki two wheelers at Gurgaon which is built to be a Zero discharge plant. We have embraced Natural light optimization system and water harvesting systems besides several other measures to create better and cleaner environment around us. All packaging material used by Suzuki is re-cycleable. A constant flow of internal communication on environment related issues not only creates awareness amongst employees but also helps in inculcating an environment friendly value system.

Motorcycles

Zeus 125 xcd

Zeus 125 EU

Heat Alloy

Zeus 125X

Heat Alloy

Scooters

Access 125

Authorised Main Dealer -SUZUKI Motor Company Limited

Blue Diamond Motors was

started in

2005. The present sole proprietor

Shri.Duraisamy. Initially the firm deals with Automobile spare parts and in the year 1999. It took up the dealership of Suzuki motors. Blue Diamond Motors had constructed a new showroom at Chidambaram main Road, Cuddalore admeasuring 14,500 S.qt at a total cost of Rs.120 lakhs. We have four Authorised Service centers. The organisations records shown that the sale of vehicle has increase and they have 30% share in two wheeler segment at Cuddalore. Our sales for the year ending March 2007 was Rs.988.09 Lakhs and projected for the year ending 31.3.2008 is Rs.1201.80 lakhs. There are three departments in Blue diamond motors. The are Sales, Service and Spareparts department. This dealership covers the whole Cuddalore district. Presently 100 to 120 vehicles sales per month and totally 65 employees are working in this organization.

THE INDUSTRY: Here the researcher explains about two industries the first one is automobile industry and the second is logistics industry of concerned company depends on automobile industry. AUTOMOBILE INDUSTRY This is the most important industry in India. It is biggest industry in India. It has strong employment potential both directly and indirectly. It employs both skilled and unskilled labour society. So the customer division of Suzuki is a derived industry by the automobile industry. The domestic automobile industry would like to believe it is the barometer of the economy. Such a belief is line with international trends since in most mature economics the automobile industrys performance is viewed as a reflection of the economys health. Going by depth and diversity, the Indian automobile industry is effectively still in its infancy and companies, through many of them have been around for long, have reached a respectable size only in the past decade or so. The opening up of the industry to competition has also accelerated the growth of domestic companies. In terms of size, the automobile industry, with a gross turnover of about Rs.49,202 crores, constituted 4.12 % of the gross turnover of about the estimated total auto industry size of Rs. 54,000 crores for 2006-07 is only a marginal improvement over the previous year in in terms of share in the sector are based on the fact that in developed economics, the average contribution by the auto industry to GDP exceeds 7 percent.

The stock market has traditionally held an attraction for automobile stocks. Listed automobile stocks outperformed the market on a number of occasions in the past four years a period when activity in the sector peacked. Today with a market capitalization of Rs.15.665 crore, transport Sensitive index and about 2.5 % of the total market cap of the BSE. The total market cap of automobile stocks, at Rs.9,960.56 crore at the end of the 2006-07 fiscal, constituted less than two percent of the BSEs total market capitalization. This was lower than the end of the industry market cap of Rs.22,126 crore at the end of 1997-98, representing 3.95% of the total market cap of all BSE stocks as on march 31,1998. Through now they are not considered bellwether stocks, nevertheless, given the pivotal position of the automobile industry in the economy, companies in the sector usually enjoy better valuations than their counterparts in many other sectors. That is the case even internationally. A comparison with the sensex, a smaller sample of six top performing automobile stocks was considered for a more realistic assessment. They are Tata Engineering. Which has a presence in the commercial vehicle(cv) and passenger car segments; Ashok Leyland, Mahindra & Mahindra; and the twowheeler manufacturers Bajaj Auto, TVS, SUZUKI and HeroHonda Motors. On these valuation parameters, the major automobile stocks appear to have reached their respective upside potential or, at best, the room for further increase in their valuations is marginal . having said that, the historic price movements of these stocks indicate that the market trends to, more readily, discount earnings potential in
7

stocks

constitute about 5.73% of the total market cap of the Bombay stock exchange(BSE)

automobile stocks. As a result, turn around cases, especially among the top companies, have led to a sharp rebound in those stocks. Apart from the potential of company specific news these stocks, their overall peformance potential depends on a few growth drivers. These could include factors such as the continued growth of thw economy and consequently, disposable incomes, good monsoons, greater diversity in products and in some cases, the ability of companies to perform consistenly even after snapping ties with their joint venture partners.

BLOCK DIAGRAM OF AUTOMOBILE INDUSTRY CLASSIFICATION

INDIAN AUTO MOBILE INDUSTRY

THREE WHEELERS

MULTI UTILITY VEHICLES

COMMERCIAL VEHICLES

PASSENGE R CARS

TWO WHEELERS S

PASSENGE R CARRIERS

GOODS CARRIERS

MOTOR CYCLES

SCOOTERS

MOPEDS

KEY PLAYERS: The main players in such segments of the automobile sector are given below: TWO WHEELERS: MOTOR CYCLES 1. TVS 2. BAJAJ 3. HERO HONDA 4. SUZUKI 5. HONDA 6. YAMAHA THREE WHEELERS: BAJAJ TEMPO BAJAJ AUTO

 GREAVES

OBJECTIVES OF THE STUDY To find out the operational parameters in respect to product, price, promotion, and physical distribution. To identify the customer satisfaction towards SUZUKI Products in respect of after sale service. To find out the level of customer satisfaction towards the available service at Blue Diamond Motors, Cuddalore. To suggest the way and the means to improve the satisfaction level of the consumer. Forecast the market potential for Suzuki Motors Products in Cuddalore. Scope of the Study 1. This study would prove to be at great importance, to know about the customer satisfaction level about the Suzuki Products.

10

2. This study will help to promote the Suzuki Motors vehicle from its competitive brands. NEED AND IMPORTANCE OF THE STUDY The motor cycle market is one of the most competitive markets in the country. A market characterised by enamel proliferation and almost zero product differentiation. All this has forced organisations to received constant feed back about its marketing programmes.

LIMITATIONS

The study is conferred only in Cuddalore District. Further the two wheeler market is huge for which the sample of 78 consumers are not an ideal representation for the total population. The recommendations put forward look generalization because of the sample size selected. The study has the limitation of place and time. There is always a chance of bias and human error being found in any survey. Moreover, convenience sampling had been adopted for data collection.

11

CHAPTER II RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problem. It is necessary for the researcher to know the methodology of the research. The present study depends only upon primary data and secondary data collected from the customer of Blue Diamond motors,Cuddalore. RESEARCH DESIGN: A research design is the arrangement of condition for collection and analysis of data in a manner that aims to combines relevance to the research purpose with the economy in procedure. A mixture of exploratory and descriptive research was adopted for this study to achieve of the study.
12

Exploratory research studies are also termed as formulated research studies. This type of research design is more flexible to carry out the research. The design provides the opportunity for considering different aspect of the problem. The research adopted the method of experience survey to collect the data. The descriptive study is typically concerned with determining frequency with which something occur or own to variables vary together. Descriptive research process seeks to determine the answer to whom? What? And how? SOURCE OF DATA: PRIMARY DATA: The primary data has been collected from the customers through the help of questionnaire. The data will be collected under three broad categories such as personal data, monetary data and non-monetary data. SECONDARY DATA: The secondary data has been collected from the management records, reference book such as magazines, company profile, and industry profile. DATA ANALYSIS: The data collected from the respondent were analyzed with the help of simple percentage method. Also scaling techniques is used to find out the level of satisfaction of respondents. It is a summated scale of 3-point and 5-point scale. SAMPLE SIZE AND SAMPLING PROCEDURE: An interview study was designed to collect data from customers of Blue Diamond Motors, Cuddalore.

13

A total number of Seventy five customers were interviewed. The data were collected by simple random sampling method which was adopted to collect details form various customers. DATA COLLECTION METHOD: Personal interviews were adopted to collect the data from the respondents. Initially gentle introduction was established and good co-operation from the respondents was elicited. The respondents interviewed in a structured order. SATISTICAL TOOLS USED: To fill the objective for the study both conventional and non-conventional statistical techniques were used. The conventional statistical techniques adopted in the present studies are: SIMPLE PERCENTAGE METHDOD GRAPHICAL REPRESENTATION WEGHTED AVERAGE METHOD

CHAPTER III REVIEW OF LITERATURE

Who is Customer? A Customer is the most important person ever in this office in person or by mail. A Customer is not dependent on us we are dependent on him. A Customer is not an interruption of our work he is the purpose of it. We are not doing a favour by serving him he is doing us a favour by giving us the opportunity to do so.

14

A Customer is not someone to argue or match wits with. Nobody ever won an argument with a Customer. A Customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves. CUSTOMER SATISFACTION Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyers expectations. In General: Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations. As this definition makes clear, satisfaction is function of perceived performance and 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 expectations, the customer is highly satisfied or delighted.

15

DELIVERING CUSTOMER VALUE AND SATISFACTION Every firm is a collection of activities that are performed to design, produce, market, deliver, and support its product. The value chain identifies nine strategically relevant activities that create value and cost in a specific business. These nine value creating activities consist of fie primary activities and four support activities. The primary activities represent the sequence of bringing materials into the business (inbound logistics), converting them into final products (operations), shipping out final products (outbound logistics), marketing them (Marketing and sales) and servicing them (service). The support activities procurement, technology development, human resource management, and firm infrastructure are handled in certain specialized departments, but not only there. For example, other departments may do some procurement and hiring of people. The firms infrastructure covers the costs of general management, planning, finance, accounting, legal and government affairs that are borne by all the primary and support activities. The firms task is to examine its costs and performance in each value creating activity and to look for ways to improve it. The firm should estimate its own costs and performances. To the extent that it can perform certain activities better than its competitors, it can achieve a competitive advantage. The firms success depends not only on how well each department performs its work but also on how well the various departmental activities are coordinated. Too often, company departments act to maximize their interests rather than the companys and customers interests. A credit department may take a long time to check a prospective customers credit so as not to incur bad debts. Meanwhile, the customer waits and the salesperson is frustrated. A traffic department chooses to ship the goods b rail to save money and again the customer waits. Each department has erected walls that slow down the delivery of quality customer service.
16

ATTRACTING CUSTOMERS Companies seeking to grow their profits and sales have to spend considerable time and resources searching for new customers. Customer acquisition requires substantial skills in lead generation, lead qualification, and account conversion. 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; it is salespeople participate in trade shows where they might find new leads; and so on. All this activity produces a list of suspects. The next task is to qualify which of the suspects are really good prospects, and this is done by interviewing them, checking on their financial standing and so on. The prospects may be graded as hot, warm, and cool. The sales people first contact the hot prospects and work on account conversion, which involves making presentations, answering objections, and negotiating final terms. CUSTOMER SATISFACTION This research report is a part of the partial fulfillment for the master degree in business administration. The Company selected by the researcher is Susee Auto, Tirunelveli, which deals in different brands of SUZUKI products. The Area assigned by the company for the researcher is the Cuddalore region; On discussion with the company, the researcher made a survey towards SUZUKI products about customer satisfaction. In Marketing, Customer is very often referred to as a KING:. Customers are value maximisers. Customer satisfaction is defined by Websters dictionary as FULFILLMENT OF A NEED OR WANT. Satisfaction is a persons feelings of pleasure or disappointment, resulting from comparison of a products perceived and actual performance in relation to his or her expectations. So, Customers Satisfaction is a function of the products perceived performance and the Customers expectation.

17

Satisfaction is often a subjective phenomenon and depends on Customers state of mind both at the time of purchase and more importantly at the time of consumption. It is important because in a large number of cases, some degree of past purchase dissonance is evident among Customers. Many companies are aiming at high satisfaction because customers who are just satisfied find it easy to switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. Infact, emphasis has shifted from mere satisfaction to delight of customers. High satisfaction or delight creates an emotional affinity with the brand and the supplier, not just a rational preference. The result is high customer loyalty. Satisfied Customers lead to word of mouth publicity. In fact, it can spread faster than advertising. Besides, high value products, people may like to go by the experience of owners of particular brands. Hence, existing customers, if satisfied can be important ambassadors of positive brand image. So also feedback from the existing customers can be very rewarding. A company may not always be right in whatever it does. A feedback from customers can help the company restructure the various components of its marketing mix. Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyers expectations. As the definition makes clear, Satisfaction is a function of perceived performance and 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 expectations, the customer is highly satisfied (or) delighted.

18

How do buyers form their expectations? From the past buying experience, friends and associates advice, and marketers and competitors information and promises. If marketers raise expectations too high, the buyer is likely to be disappointed. For Example, Holiday Inn ran a campaign a few years ago called NO SURPRISES. Yet hotel guests still encountered a host of problems, and Holiday Inn had to withdraw the campaign. However, if the company sets expectations too low, it wont attract anough buyers (although it will satisfy those who do buy). Some of Todays most successful companies are raising expectations and delivering performances to match. These companies are aiming for TCS TOTAL CUSTOMER SATISFACTION. The Essence of the modern marketing concept is that all elements of business be geared towards the satisfaction of Customers. Praline often referred to as the founder of Modern Marketing Research laid great emphasis on the Customer and remarked, We may talk as long as we may please about manufacturers, wholesalers and retailers, but in the last analysis, the Customer, manufacturers, jobbers and retailers. Whoever wins the confidence of the Customer wins the day; and whoever loses it, is lost. Any product produced needs to be consumed. Therefore the Customer is the all-important target of any economic activity and purpose of all service organizations. The Customer being the focal point and nerve center for the performance of the marketing functions it is essential to satisfy the customers needs. According to A.B.GILES, A valid factor in Marketing is to satisfy the customer, to leave him with the feeling, after the selling transaction has been completed, that the seller has rendered a valuable service which the buyer will be glad to use again.
19

The success of the Marketing program depends on the product. Being tailor made to fit the final user. In a competitive economy it is the Customer who decides the success or failure of business either by buying or not buying a product. Con summers at present are well informed and they have wide knowledge of the availability of products, their price, quality and performance. They are providing with a wider choice of goods and are at liberty to choose from an array of product alternatives. Marketers aim, is therefore, a thorough understanding of the Customer and his needs. The satisfaction of the Customer and needs impact provides a rationale for a firms existence.

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CHAPTER IV DATA ANALYSIS AND INTERPRETATION

TABLE : 4.1 DISTRIBUTION OF RESPONDENTS BY AGE

AGE Between 18 and 25 Between 26 and 35 Between 36 and 45 Above 45 Grand Total Source: Primary data

No. Of Respondents 11 37 13 17 78

Percentage 14.10 47.44 16.66 21.79 100

Inference: The above table shows that 47.44% respondents are in the age group between 26 and 35. and 45 respectively. and 21.79% of respondents are in the age group between 36

21

TABLE : 4.2 DISTRIBUTION OF RESPONDENTS BY EDUCATIONAL QUALIFICATIONS EDUCATIONAL QUALIFICATIONSNO. OF RESPONDENTSPERCENTAGE UP TO HIGHER SECONDARY 22 28.20513 UNDER GRADUATE 21 26.92308 POST GRADUATE 24 30.76923 OTHERS 11 14.10256 Total 78 100 Source: Primary data Inference: The above table shows that 30.76% of respondents are post graduates. 28.20% of respondents have completed their higher secondary education qualification. Majority of the respondents are post graduates.

TABLE : 4.3

22

DISTRIBUTION OF RESPONDENTS BY OCCUPATIONAL STATUS OCCUPATIONAL STATUS NO. OF RESPONDENTS GOVERNMENT EMPLOYE 18 PRIVATE EMPLOYEE 13 SELF EMPLOYED 37 STUDENTS 8 OTHERS 2 Total 78 Source: Primary data PERCENTAGE 23.07692 16.66667 47.4359 10.25641 2.564103 100

Inference: The above table reveals that 47.43% of respondents are self employed. And 23.07% of respondents are govt.employees. and16.06% belong to the private sector.

TABLE : 4.4 DISTRIBUTION OF RESPONDENTS BY MONTHLY INCOME

23

Monthly Income Below Rs. 5000 Between Rs. 5001 to 10,000 Between Rs 10,001 to 15, 000 Above Rs. 15, 000 Total Source: Primary data

No. of Respondents 32 30 11 5 78

Percentage 41.02564 38.46154 14.10256 6.410256 100

Inference: The above table shows that 41.02% respondents are having an income below Rs.5000. and 38.46% of the respondents are having income between Rs.5001 to 10,000. respectively.

TABLE : 4.5 DISTRIBUTION OF RESPONDENTS BY FAMILY SIZE

24

Family size 1 to 3 Members 4 to 6 members Above 6 Members Total Source: Primary data

No. of Respondents 21 46 11 78

Percentage 26.92308 58.97436 14.10256 100

Inference: The above table shows that 58.97% of respondents have 4 to 6 members in their family. 26.92 % of respondents are having 1 to 3 members in their family.14.10% of respondents have above 6 members in their family. Majority of the respondents family size is 4 to 6.

TABLE : 4.6 DISTRIBUTION OF RESPONDENTS BY THEIR BRAND

25

Brand of bike ZEUS 125XCD HEAT ALLOY ZEUS 125X

No. of Respondents 29 14

Percentage 37.17949 17.94872

14 HAYABUSA 1300 8 ZEUS 125 EU SUZUKI ACCESS 125 TOTAL 78 Source: Primary data Inference: The above table shows that 9 4

17.94872 10.25641 11.53846 5.128205 100

37.17% of respondents are having

Zeus125XCD. Both Heat alloy and Zeus 125X are having equal respondents of 17.94%. and 5.12% of respondents are having Suzuki ACCESS125.

TABLE : 4.7 DISTRIBUTION OF RESPONDENTS BY MODE OF PURCHASE

26

Mode Of Purchase Cash Credit Total Source: Primary data

No. of Respondents Percentage 40 51.28205 38 48.71795 78 100

Inference: The above table shows that 51.28% of respondents are purchasing bikes through ready cash payment. 48.71 of respondents are purchasing credit. Majority of respondents buy through ready cash payment. bikes through

TABLE : 4.8 DISTRIBUTION OF RESPONDENTS BY KNOWLEDGING THE PRODUCT

27

Awareness Print Media TV Advertisement Friends & Relatives Dealers Others Total Source: Primary data

No. of Respondents 7 11 21 29 10 78

Percentage 8.974359 14.10256 26.92308 37.17949 12.82051 100

Inference: The above table shows that 37.17% of respondents have become aware of TVS bikes through dealer network and 26.92% of respondents are aware through friends and relatives circle. TV advertisement has created awareness in 14.10% of respondents.

TABLE : 4.9 ASSOCIATION BETWEEN THE AGE OF THE RESPONDENTS AND BRAND

AGE MODEL OF BIKE

Between 18 Between 26 Between 36 and 25 Years and 35 Years and 45 Years Above 45 Years Total
28

ZEUS125XCD HEAT ALLOY ZEUS 125X HAYABUSA 1300 ZEUS 125EU SUZUKI ACCESS125 Total Source: Primary data

4 4 1 0 1 1 11

14 7 6 4 4 2 37

5 1 4 3 0 0 13

6 2 3 1 4 1 17

29 14 14 8 9 4 78

Inference: The above table reveals that 14 respondents of Zeus125XCD are in the age group between 36 & 45 years.4 respondents of Heat Alloy are in the age of between 18 & 25 years. 4 respondents of Zeus125X are in the age group between 36 and 45 years.

TABLE : 4.10 ASSOCIATION BETWEEN EDUCATION AND MODEL Model of bike/ Educational Qualification ZEUS 125XCD HEAT ALLOY ZEUS 125X HAYABUSA 1300 ZEUS 125EU SUZUKI ACCESS 125 Total Source: Primary data Up to HScUp to UGUp to PGOthersTotal 9 8 7 5 29 4 5 4 1 14 6 4 3 1 14 1 0 4 3 8 2 2 5 0 9 0 2 1 1 4 22 21 24 11 78

29

Inference: The above table reveals that 9 respondents who have higher secondary qualification have opted for Zeus 125XCD. 5 respondents of Heat Alloy are graduates and 4 post graduates have opted for Hayabusa 1300 and single respondent with other qualification has got Suzuki Access 125.

TABLE : 4.11 ASSOCIATION BETWEEN OCCUPATION AND BRAND

Model of bike/ Occupation Govt. EmployeePrivate EmployeeSelf EmployedStudentsOthersTotal ZEUS 125XCD 5 5 17 2 0 29 HEAT ALLOY 3 2 6 3 0 14 ZEUS 125X 6 1 7 0 0 14 HAYABUSA 1300 1 3 4 0 0 8 ZEUS 125 EU 3 1 3 2 0 9 SUZUKI ACCESS 125 0 1 0 1 2 4 Total 18 13 37 8 2 78 Source: Primary data Inference:

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Ther above table represents that 17 respondents who got their Zeus 125XCD are self employed . 3 respondents who got Heat Alloy are students. 6 respondents who got Zeus 125X are govt.employees.

TABLE : 4.12

DISTRIBUTION OF RESPONDENTS INCOME AND BRAND

Between Rs. 5,001Between Rs. 10,001 to Model of bike Below Rs. 5,000 ZEUS 125XCD 10 HEAT ALLOY 7 ZEUS 125X 8 HAYABUSA 1300 0 ZEUS 125EU 5 SUZUKI ACCESS125 2 Total 32 Source: Primary data Rs. 10, 000 15 3 4 5 3 0 30 to Rs. 15, 000 2 4 2 1 1 1 11 Above Rs. 15, 000Total 2 29 0 14 0 14 2 8 0 9 1 4 5 78

31

Inference: The above table shows that 15 respondents got their Zeus 125XCD in the income between Rs. 5,001 to 10,000. 7 respondents who got Heat Alloy are having income below Rs.5,000 and 2 respondents got their earning above Rs. 15,000. Zeus 125X are having the income between Rs. 10,001 to Rs. 15.000. 2 respondents from Hayabusa 1300 are

TABLE : 4.13 DISTRIBUTION OF RESPONDENTS FAMILY SIZE AND BRAND Model of bike ZEUS 125XCD HEAT ALLOY ZEUS 125X HAYABUSA 1300 ZEUS 125EU SUZUKI ACCESS 125 Total Source: Primary data 1 to 3 4 to 6 Above 6 Total 6 22 1 29 4 6 4 14 6 8 0 14 2 3 3 8 2 6 1 9 1 1 2 4 21 46 11 78

Inference: The above table reveals that 22 respondents who are having Zeus 125XCD have a family size of 4 to 6 members. 4 respondents who own Heat Alloy have a family

32

of more than 6. 6 respondents of Zeus 125X have 1 to 3 members in family. Only 1 respondent in Suzuki Access125 and their family size is 1 to 3 members.

TABLE : 4.14 DISTRIBUTION OF RESPONDENTS MONTHLY INCOME AND MILEAGE Monthly income Below 5000 5001 - 10000 10001 - 15000 Above 15000 Grand Total Source: Primary data HS S 7 11 3 11 1 6 0 4 11 32 NSD 4 8 2 1 15 DS 8 7 2 0 17 HDSGrand Total 2 32 1 30 0 11 0 5 3 78

Inference: The table reveals that 11 respondents with an income below Rs.5000 are satisfied with mileage of SUZUKI. 2 respondents with an income of Rs.5000 are highly dissatisfied.11 respondents with an income below 10000 are satisfied.1 respondent with over 15000 of income is neither satisfied nor dissatisfied.

33

TABLE : 4.15 ASOCIATION BETWEEN MONTHLY INCOME AND PRICE

Monthly income HS Below 5000 4 5001-10000 2 10001-150003 3 Above 15000 1 Grand Total 10 Source: Primary data

S 13 10 5 2 30

DS HDS 5 10 8 10 1 2 2 0 16 22

Grand Total 32 30 11 5 78

Inference: The Above table shows that 13 respondents are satisfied with the price of SUZUKI. They are having income below 5000. 10 respondents are highly dissatisfied about price they are having income about RS.5001-10000. 3 respondents are satisfied of price.

34

TABLE : 4.16 ASSOCATION BETWEEN AGE AND PICKUP Age/Pick up HS Bet 18 & 25 4 Bet 26 & 35 10 Bet 36 & 45 1 Above 45 6 Grand Total 21 Source: Primary data S 7 23 8 11 49 DS HDS 0 0 3 1 3 1 0 0 6 2 Grand Total 11 37 13 17 78

Inference: The above table shows that , 7 respondents in the age group between 18 & 25 are satisfied about pickup of the bike. 10 respondents in the age group of 26 & 35 are highly satisfied of pickup.. 11 respondents are satisfied of pickup and their age group is above 45.majority of respondents are satisfied of mileage.

35

TABLE : 4.17 ASSOCIATION BETWEEN BRAND AND PRICE

Price Brand ZEUS 125XCD HEAT ALLOY ZEUS 125X HAYABUSA 1300 ZEUS 125EU SUZUKI ACCESS125 Grand Total Source: Primary data HS S DS 3 9 5 3 10 0 0 4 4 1 3 4 1 4 2 2 0 1 10 30 16 HDS 12 1 6 0 2 1 22 Grand Total 29 14 14 8 9 4 78

Inference: The above table shows that 10 respondents are satisfied with the price of Heat Alloy . 12 respondents of Zeus 125XCD are highly dissatisfied about the price. 2 respondents of Suzuki Access are highly satisfied of the price.

36

TABLE : 4.18 ASSOCIATION BETWEEN BRAND AND MILEAGE Mileage Brand HS S ZEUS 125XCD 3 9 HEAL ALLOY 6 5 ZEUS 125X 1 5 HAYABUSA 1300 0 5 ZEUS 125EU 1 5 SUZUKI ACCESS125 0 3 Grand Total 11 32 Source: Primary data Inference: The above table shows that 9 respondents of Zeus 125XCd are satisfied of the mileage. 6 respondents of Heal Alloy are highly satisfied with the mileage. 3 respondents of Zeus 125X are neither satisfied nor dissatisfied of the mileage.

NSD 5 3 3 3 1 0 15

DS HDS Grand Total 9 3 29 0 0 14 5 0 14 0 0 8 2 0 9 0 0 4 17 3 78

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TABLE : 4.19 DISTRIBUTION OF RESPONDENTS BY THEIR OPINION ABOUT FREE SERVICE

Free Service NO. OF RESPONDENTSPERCENTAGE VERYGOOD 16 20.51282 GOOD 56 71.79487 MODERATE 5 6.410256 POOR 1 1.282051 Grand Total 78 100 Source: Primary data

Inference: The above table shows that 16 respondents are highly satisfied about free service .56 respondents are satisfied about free service. 5 respondents opinion is that of moderate in free service.

TABLE : 4.20 ASSOCIATION BETWEEN FREE SERVICE AND NO.OF SERVICE

38

No. Of Services Free Services Very good Good Moderate poor Grand Total Source: Primary data 1 3 11 1 1 16 2 5 21 2 0 28 3 7 17 1 0 25 4 1 5 1 0 7 5 0 2 0 0 2 Grand Total 16 56 5 1 78

INFERENCE: Above table show that 16 respondents are highly satisfied about free service. 56 respondents are satisfied of free service. Majority of the respondents in satisfied manner.

TABLE : 4.21 ASSOCIATION BETWEEN OCCUPATIONAL STATUS AND AWARENESS Count of Awareness

39

Occupational status Tv Print media advertisement Govt.Emp 0 5 Private Emp 4 1 Self emp 2 5 students 0 0 others 1 0 Grand Total 7 11 Source: Primary data Friends & relatives 3 3 12 3 0 21 dealer others Grand Total 6 4 18 2 3 13 17 1 37 3 2 8 1 0 2 29 10 78

Inference: The above table shows that 6 Government employees became aware through the dealer. 4 respondents from the private sector became aware through print media . 5 respondents who are self employed made their choice through tv.3 students through dealer and 3 through friends and relatives.

TABLE : 4.22 DISTRIBUTION OF RESPONDENTS BY AGE

40

Count of Monthly income HS 6 5 3 2 16 S 11 13 4 1 29

Maintenanace cost Grand NSD DS HDS 4 9 2 8 4 0 3 1 0 1 1 0 16 15 2 Total 32 30 11 5 78

Below rs.5000 5001 - 10000 10001 - 15000 Above 15000 Grand Total

Source: Primary data Inference: The above table shows that 11 respondents with income of Rs.less than 5000 are satisfied about maintenance cost and 5 respondents who earn less than Rs.10000 are highly satisfied of maintenance cost . Only 1 respondent is neither satisfied nor dissatisfied of maintenance cost and his income is above Rs.15000.

41

Chart : 4.1 DISTRIBUTION OF RESPONDENTS BY AGE

90 80 70
NO. OF RESPONDENTS

No. Of Respondents
78

60 50 40 30 20 10 0
11 13 17 37

Between 18 and 25

Between 26 and 35

Between 36 and 45
AGE

Above 45

Grand Total

42

CHART : 4.2 DISTRIBUTION OF RESPONDENTS BY EDUCATIONAL QUALIFICATIONS

30

NO OF RESPONDENTS

25

20

15

NO. OF RESPONDENTS

10

0 UP TO HIGHER SECONDARY UNDER GRADUATE POST GRADUATE OTHERS

EDUCATIONAL QUALIFICATIONS

43

CHART :4.3

DISTRIBUTION OF RESPONDENTS BY OCCUPATIONAL STATUS

40 35 NO. OF RESPONDENTS 30 25 20 15 10 5 0
EM PL O YE YE E

37

18 13 8 2

NO. OF RESPONDENTS

EM PL O YE D

ST UD EN TS

VE R NM EN T

PR IV AT E

EM PL O

G O

SE LF

OCCUPATIONAL STSTUS

O TH ER S

44

CHART : 4.4

DISTRIBUTION OF RESPONDENTS BY MONTHLY INCOME

35 30 25 20 15 10 5 0

32

30

Below Rs. 5000 11 5 Between Rs. 5001 to 10,000 Between Rs 10,001 to 15, 000 Above Rs. 15, 000

45

CHART : 4.5

DISTRIBUTION OF RESPONDENTS BY FAMILY SIZE

46

50 40 30 20 10 0
21 11

1 to 3 Members 4 to 6 members Above 6 Members

46

CHART : 4.6 DISTRIBUTION OF RESPONDENTS BY THEIR BRAND

30 25 20 15 10 5 0 29 14 14 8 9 4 Respondents Zeus 125XCD Heal Alloy Zeus 125X Hayabusa 1300 Zeus 125EU Suzuki Access125

47

CHART : 4.7

DISTRIBUTION OF RESPONDENTS BY MODE OF PURCHASE

40 39.5 39 38.5 38 37.5 37

40

38

Cash Credit

48

CHART : 4.8

DISTRIBUTION OF RESPONDENTS BY KNOWLEDGING THE PRODUCT

30 25 20 15 10 5 0

Print Media TV Advertisement Friends & Relatives Dealers Others SOURCE

49

CHART : 4.9 ASSOCIATION BETWEEN THE AGE OF THE RESPONDENTS AND BRAND
14 12 10 8 6 4 2 0 Between 18 and 25 Years Between 36 and 45 Years Zeus 125XCD Heal Alloy Zeus 125X Hayabusa 1300 Zeus 125EU Suzuki Access125

50

CHART : 4.10

ASSOCIATION BETWEEN EDUCATION AND BRAND

10 8 6 4 2 0 Up to HSc Up to UG

Respondents

Zeus 125XCD Heal Alloy Zeus 125X Hayabusa 1300 Zeus125EU Suzuki Access

Up to PG

Others

51

CHART : 4.11

ASSOCIATION BETWEEN OCCUPATION AND BRAND

18 16 14 12 10 8 6 4 2 0

Zeus 125XCD Heal Alloy Zeus 125X Hayabusa 1300 Zeus125EU Suzuki Access Govt. Employee Self Employed Others

52

CHAPTER V SUMMARY OF FINDINGS, SUGGESTION AND CONCLUSION

FINDINGS: 1. Two wheeler ownership seems to be high in the age group of 26 to 35 that is about 47.44% of the total respondents. 2. The desire for a quick and reliable mode of transportation is felt most by selfemployed mind. Since they need to move from one place to another. The same trend is observed in the study also. 3. Close to 42% of the respondents are in the income bracket below Rs. 5,000. and 38 % of respondents from the income bracket of Rs. 5,000 to Rs. 10,000. For these people two wheelers are a quick safe and reliable mode of transportation offering value for money. 4. Almost 38 % of the respondents are using Zeus125XCd motorbikes. Zeus 125XCD has won the hearts of many customers. 5. The Indian customers is still a conservative one who cannot be convinced by ads through print and TV media. He decides only on physical verification of attributes. 6. SUZUKI has found favoritism amongst the self employed, age group between 26 to 35 years with Zeus 125XCD leading the pack. 7. While considering the mileage factor SUZUKI is not the favorite. Only half the respondents interviewed expressed satisfaction.

53

8. The researcher found that SUZUKI is the Bike of the middle class people with the income of less than Rs. 10,000 per month. 9. People believe that Zeus 125XCD is a bike worth spending for. 10. Nearly 90% of the respondents feel that SUZUKI has kept up its word as for as free service is concerned. 11. Majority of the respondents are keen to utilize the free service offered and they are satisfied. 12. Most of the respondents feel that they dont differentiate between free and paid service in terms of quality and service at Blue Diamond Motors. 13. Nearly 90% of the respondents in the income group of less than Rs. 10, 000 per month feel that Suzuki is not burning a hole in their pocket. 14. Majority of the respondents have expressed satisfaction to special attributes like pick up, Electrical accessories, early start in the morning and the braking capacity of Suzuki bikes.

54

Suggestions 1. Since Suzuki is not the favorite of the youth one suggestion could be to enhance the vehicle with more power. 2. people who opt for Suzuki are mostly from the middle strata of the society. If faith in their mind is installed that Suzuki is worth the money spent, many more customers can be won. 3. More rural outlets will take the company more closer to the rural masses 4. The company can offer a lower priced variant to bridge the price gap. 5. Braking distance of the vehicle can be further enhanced. 6. As far as Heal Alloy is concerned the promise on mileage of mileage of 100 kmpl is not obtainable is the opinion of the people.

55

Suggestions to Blue Diamond Motors: 1. More rural sales point would definitely impact sales 2. A still patient approach in the rural sales point would be advantageous. 3. After a service is done the explanation regarding the parts in the bill can be given to the customer at the time of delivery.

4. Timely delivery after service will add credibility. 5. Participation in fairs will increase sales 6. Enhanced propaganda and public relations will boost the image of SUZUKI 7. The company can remind people of their service dates 8. More competitive approach especially in Cuddalore and concentrating more on the sale of geared vehicles will take Suzuki to the No.1 position.

56

CONCLUSION

The Suzuki group known for its conservative approach has stood the rough weather after departure from its fold. Suzuki has managed to withhold the customers base despite a decline. The bikes from the TVS stable have as always been aimed at the middle class and this has been the success mantra of the Suzuki group. The right combination of power and mileage has taken Suzuki this distance. The Suzuki group has been able to successfully identify the indigenous parameters of this particular country, another notable feature of the Suzuki group is its adaptability and constant innovation to the need of the hour. If this trend continues the day Suzuki is crowned the king of bikes the world over is not far away.

57

ANNEXURE I
QUESTIONNAIRE

1. 2. 3.

Name : Address : Age a. b. c. d. 4. a. b. c. : Between 18 and 25 Between 26 and 35 Between 36 and 45 Above 45 Educational Qualifications: Upto Higher Secondary Under graduate Post graduate

58

d.

Others

5.

Occupational Status: a. b. c. d. c. Government Employee Private Employee Self Employed Students Others

6.

Monthly income (in Rupees): a. b. c. d. Below 5000 Between 5001 to 10000 Between 10001 to 15000 Above 15000

7. a.

Family Size : 1 to 3 b. 4 to 6 c. above 6

59

8. The Model of Your current Suzuki Bike ---------------------------------------------------------------------9. Mode of Purchase a. Cash 10. b. Credit

Have you used any other vehicle before this vehicle? a. YES b. NO

If yes, so kindly tell the name of the vehicle? * * 11. Are you possessing any other two wheeler now? a. YES b NO

If yes, then mention the name of the vehicle? * *

60

12.

How did you come to know about Suzuki Bikes? a. b. c. d. e. Print Media TV advertisement Friends & Relatives Dealer Others

13. Please indicate your satisfaction level with respect to the following factors? Factors Pick up First Start Braking Capacity Wheel Base Suspension Head light & Electrical Accessories Highly Satisfied Satisfied Neither Satisfied nor dissatisfied Dissatisfie d Highly dissatisfied

61

14. Rank the following factors as per your preference? Factor Mileage Price Design / Appearance Spare Parts Availability Maintenance Cost Service Availability 15. What is your opinion about service of Suzuki Bikes at Blue Diamond Motors? Factors Water Service Skill level of the mechanic Electrical works Change of oil Genuine spare parts 16. What do you feel about the free service? a. Very good d. Poor b. Good e. Very Poor c. Moderate Very good Good Moderat e Poor Very Poor 1 2 Rank 3 4 5

17. How many free services have you utilized at Blue Diamond Motors? --------------------------------18. How do you feel about the services of Blue Diamond Motors?

62

a. Very good d. Poor

b. Good e. Very Poor

c. Moderate

19. Give your comments and valuable suggestions?

ANNEXURE II BIBLIOGRAPHY
63

BOOKS
1. Khanka, S.S., Organizational Behaviour, Published by S.Chand and Company ltd., 1st Edition, 2000. 2. Agarwal, R.D., Organization and Management, Published by Tata Mc Graw-Hill Publishing Company Ltd., 13th Edition, 1982. 3. Kothari C.R., Research methodology, Published by New Age International (p) Ltd., 2nd Edition, 1985. 4. Gupta, S.P., and Gupta, M.P., Business Statistics, Published by Sultan Chand & Sons, 7th Edition, 1989.

LIST OF TABLES

S.NO

DESCRIPTION

PAGE NO
64

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22.

Age wise classification of the respondents Educational qualification of the respondents Occupational wise classification of the respondents Monthly income wise classification of the respondents Family size wise classification of the respondents Brand wise classification of the respondents Distribution of mode of purchase classification of the respondents Distribution of respondents by knowledge the product classification Distribution of respondents age and brand wise classification Distribution of respondents education and brand wise classification Distribution of respondents occupation and brand wise classification Distribution of respondents income and brand wise classification Distribution of respondents family size and brand wise classification Distribution of respondents monthly income and mileage wise classification Distribution of respondents monthly income and price wise classification Distribution of respondents age and price wise classification Distribution of respondents brand and price wise classification. Distribution of respondents brand and mileage wise classification. Distribution of respondents opinion about free service Distribution of respondents free service and No.of service wise classification Distribution of respondents occupation and awareness wise classification Distribution of respondents monthly income and maintenance cost wise classification

20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41

LIST OF CHARTS

S.NO

DESCRIPTION

PAGE NO
65

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

Age wise classification of the respondents Educational qualification of the respondents Occupational wise classification of the respondents Monthly income wise classification of the respondents Family size wise classification of the respondents Brand wise classification of the respondents Distribution of mode of purchase classification of the respondents Distribution of respondents by knowledge the product classification Distribution of respondents age and brand wise classification Distribution of respondents education and brand wise classification Distribution of respondents occupation and brand wise classification

42 43 44 45 46 47 48 49 50 51 52

CUSTOMER SATISFACTION OF SUZUKI REGARDING TWO WHEELER DEALERSHIP WITH

66

REFERENCE TO BLUE DIAMOND MOTORS, CUDDALORE

PROJECT REPORT
Submitted in partial fulfillment of the Requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

2007 Name : K.KANNAN Enrolment No.: X6106PBA6011 Under the Supervision of D.SARAVANAN, M.B.A., M.Phil., M.F.C., M.H.R.M., (Ph.D.,)

INSTITUTE OF DISTANCE EDUCATION UNIVERSITY OF MADRAS

BONAFIDE CERTIFICATE
67

INSTITUTE OF DISTANCE EDUCATION UNIVERSITY OF MADRAS

Certified that this is the bonafide Project work done by Mr.K.KANNAN with Enrolment Number X6106PBA6011 of final year of M.B.A., Degree course in the Institute of Distance Education, University of Madras, Chennai 600 005 during the Year 2007.

Date:

Supervisor

Examiners 1. 2.

TABLE OF CONTENTS
LIST OF TABLES
68

LIST OF CHARTS CHAPTER NO. I II III IV V INTRODUCTION RESEARCH METHODOLOGY REVIEW OF LITERATURE DATA ANALYSIS AND INTERPRETATION SUMMARY OF FINDING, SUGGESTIONS. AND CONCLUSION QUESTIONNAIRE BIBLIOGRAPHY 64 53 58 14 20 1 12 TITLE PAGE

ACKNOWLEDGEMENT

69

First and foremost we thank the god for his blessings, showered on us in completing the project successfully. I would like to express my profound gratitude to Dr.G.Mohanram,M.Com.,Ph.D., Director, Institute of Distance Eduction, University of Madras for his cooperation throughout the course. I take the privilege to extend my hearty thanks to my guide Mr.D.Saravanan, M.B.A.,M.Phil.,M.F.C.,M.H.R.M.,(Ph.D.,)Lecturer, Department of Management Studies, Sri Manakula Vinayagar Engineering College, Puducherry for his valuable suggestion throughout the project duration. Lastly, I wish to thank my parents and friends who supported and helped me in completion of this project.

LIST OF TABLES

S.NO

DESCRIPTION

PAGE

70

NO 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.22 4.23 Distance from residence in Kilometers Due to absent in transport problem Due to absent in transport problem for a month Reasons for absents Health conditions for the past one year Absent because of health Relationship with superior Relationship with co-workers Late arrival is one of the reason for absent Number of days present in last month Number of days absent in past one year Absence causes loss of wages and other benefits Prevention of accident in the work spot Insufficient rest pause Disciplinary action Trade union activities Strikes Possible to take leave Procedure in organization for taking leave Shift is more comfortable Analysis of opinion of respondents regarding disciplinary action Chi-Square analysis
17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

LIST OF CHARTS

S.NO 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9

DESCRIPTION Distance from residence in Kilometers Due to absent in transport problem Due to absent in transport problem for a month Reasons for absents Health conditions for the past one year Absent because of health Relationship with superior Relationship with co-workers Late arrival is one of the reason for absent

PAGE NO
17 18 19 20 21 22 23 24 25

71

4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20

Number of days present in last month Number of days absent in past one year Absence causes loss of wages and other benefits Prevention of accident in the work spot Insufficient rest pause Disciplinary action Trade union activities Strikes Possible to take leave Procedure in organization for taking leave Shift is more comfortable

26 27 28 29 30 31 32 33 34 35 36

72

LIST OF TABLES

73

TABLE NO. 4.1 4.2 4.3 4.3 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 TITLE GENDER OF THE RESPONDENTS AGE WISE CLASSIFICATION OF RESPONDENTS EDUCATIONAL QUALIFICATION OF THE RESPONDENTS NUMBER OF YEARS WORKING IN THE COMPANY JOB HELPS FOR ACHIEVING COMPANY GOAL SATISFACTION IN CURRENT JOB RATING OF COMPANY LEVEL OF SATISFACTION OF POLICES OF THE COMPANY STATUS OF SALARY PROVIDED LEVEL OF SATISFACTION OF BONUS LEVEL OF SATISFACTION IN OVER TIME PAYMENT SATISFACTORY LEVEL IN FAMILY FESTIVAL ADVANCE STATUS OF REWARDING EMPLOYEES FOR THEIR PERFORMANCE SAFETY IN THE FIELD OF WORK LEVEL OF SATISFACTION IN SAFETY MEASURE LEVEL OF SATISFACTION IN BREAK TIME LEVEL OF SATISFACTION IN WORK TIME LEVEL OF SATISFACTION IN EXCURSION LEVEL OF SATISFACTION OF RELATIONSHIP WITH COWORKERS WAY OF SUPERVISION BY SUPERVISOR COMPETENCE OF HIGHER AUTHORITY IN DECISION MAKING

PAGE NO. 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40

74