Académique Documents
Professionnel Documents
Culture Documents
By
Gaurav.P.Shinde
Submitted
to
UniversityofPune
Inpartialfulfilmenttotherequirementfor theawardofthedegreeof
Masterof Business Administration (MBA)
Through
MBA Department
-
ACKNOWLEDGEMENT
I would like to thank my external guide, Mr.Dhiraj Patil for giving me the required support
in completingmyproject.
My profound gratitude towards our HOD, Prof. Dr. Shubhangi Walvekar for giving me
valuable guidance, suggestions and advice without which this project could not have been
completed.
I would also like to thank my internal guide Prof. Shubhangi Vanaarse for giving me the
necessary insight into my study.
Gaurav Shinde
1. EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
Now a days automobile market has been more competitive and offering a product has
become hard and complicated job for the companys dealer.
This study tries to analysis the perception of customer mind and how this information can be
used successfully by marketers to gain entry into the minds of the consumers.
This project is comprehensive A study of Sales and Service Management of Volkswagen
Unique auto mobiles ltd in Kolhapur City. This project is study the quality of service offered
by the dealer to its customers of Volkswagen cars in Kolhapur city. The project will focus on
the strength areas of the company will at the same time tries to identify the weak areas so that
it can be overcome.
Project title:
A study of Sales and Service Management of Unique Automobiles Ltd. in
Kolhapur city
Objectives:
1. To study the sales process by the dealer of Volkswagen Unique
Automobile.
2. To study the factor affecting the sales management at
Volkswagen
Unique Automobile
Hypothesis:
1) Selling process offered by the dealer was efficient and skilled.
2) Knowledgeable sales person is the most important factor that is affecting
the sales.
RESEARCH METHODOLOGY
In this project descriptive type of research design has been used. The research was conducted
by approaching the customers of Volkswagen car.
DATA COLLETION:
Instrument: Questionnare
Sampling Area: The area of the research was area of Kolhapur, Maharashtra,
India.
Limitation of study:
1. Some aspects might not be covered due to time constraint or short duration of the
project.
2. Many customers hesitate to respond because of their busy schedule.
3. Reliance on the secondary data means that some of the information may be
subject to verification.
4. The study is limited to only Kolhapur
Suggestion:
1. After sales service is the area of improvement.
Conclusion:
1) Majority of the respondent are satisfied with sales process of Volkswagen Unique
Automobiles.
2) Brand image sales service & offerings to customers schemes are the major factors
important for customer satisfaction in sales process.
3) Customer choose efficacy of salesperson as the important criteria to choose a car because
it contribution to the effectiveness & satisfaction of the service provided.
INDEX
Sr. No.
Contents
Page No.
Acknowledgement
Executive Summary
Chapter 1
Introduction
Chapter 2
Company Profile
11
Chapter 3
Research Methodology
18
Chapter 4
Theoretical Background
20
Chapter 5
34
Chapter 6
Chapter 7
49
Chapter 8
Conclusion
51
Bibliography
53
Questionnaire
55
Appendix I
36
CHAPTER 1
INTRODUCTION
INTRODUCTION
Department:
Overcome the difficulties faced in daily transactions like sales, purchase, quotation
Maintenance, as well as generation of daily, monthly reports a showroom. This project is
developed by considering all the needs of transactions taking place in a authorized
automobile showroom. It is useful to give details at any given time to the showroom
management.
The scope of the system includes enquiry by applicant, customer, supplier, model details
along with paid and due information. This system is designated to include all information of
system as well as reports & proper validations are kept to avoid mistakes during data entry
process.
Sales & Service Management System is an important requirement to be provided at any store
that will help to collect information of Enquiry Details, Customer Details, Employee
registration, Quotation, Sales related information, Spares & Service life cycle.
Sales & Service Management System mainly consist of to overcome the difficulties faced in
daily transactions like sales, purchase, quotation Maintenance, as well as generation of daily,
monthly reportsa showroom.
The essence of organization is the customer and not the product shall be the heart of entire
business system. It emphasizes on customer oriented business. Policies and program, which
are formulated to survey customer demand.
10
CHAPTER 2
COMPANY PROFILE
INTRODUCTION TO VOLKSWAGEN GROUP
Type:
Public Company
Headquarters:
Germany
Industry:
Automotive
Products:
Cars, Trucks
Revenue:
Operating income:
Profit:
Employees:
369,928(2008)
Lamborghini
Seat
Skoda auto
Scania
Volkswagen passenger car
Volkswagen commercials vehicles
11
INTRODUCTION TO VOLKSWAGEN
Type:
Founded:
Founders:
Headquarters:
Area served:
Wolfsburg, Germany
Worldwide
Key customers:
Martin Winterkorn
(Chairman of board of management)
Christian kingler
(board of management of the Volkswagen passenger cars)
Ferdinand piech
(chairman of Volkswagen supervisory board of management)
Industry:
Automotive
Products:
Cars, Trucks
Website:
Volkswagen.com
12
In German, Volks pronounced as (folks), means customers and Wagen means Car.
Hence:
Volkswagen means "customers's car" in German, in which it is pronounced
[flksvan].
Its current tagline or slogan is Das Auto (in English The Car).
Its previous German tagline was AusLiebezumAutomobil, which translates to: Out of Love
for the Car, or, For Love of the Automobile, as translated by VW in other languages.
13
Volkswagen:
Vento
15
New beetle
passat
Jetta
16
Volkswagen, Kolhapur employs more than 55+ (as of April 2014) professionals at its Sales,
Spares & Workshop Departments
17
CHAPTER 3
RESEARCH DESIGN & METHODOLOGY
Conceptualization
CONCEPTUALIZATION
MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. Once can also define
research as
A scientific and systematic search for pertinent information on a specific topic. In fact,
research is anArt of scientific investigation.
The meaning of research as a careful investigation or inquiry especially through search for
new facts in any branch of knowledge.
Research is an academic activity and as such the term should be used in a technical sense.
Research comprises defining and redefining problems, formulating hypothesis or suggested
solutions; collecting, organizing and evaluating data; making deductions and reaching
conclusions; and at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis. The search for knowledge through objective and systematic method
of finding solution to a problem is research.
The systematic approach concerning generalization and the formulation of a theory is also
research. As such the term research refers to the systematic method consisting of
enunciating the problem, formulating a hypothesis, collecting the facts or data, analysing the
facts and reaching certain conclusions either in the form of solutions(s) towards the
concerned problem or in certain generalizations for some theoretical formulation.
18
19
CHAPTER 4
THEROTICAL BACKGROUND
History of Volkswagen
Adolf Hitler had a keen interest in cars even though he did not like to drive. In 1933,
shortly after taking over as leader of Germany, he teamed up with Ferdinand Porsche to
make changes to Porsche's original 1931 design to make it more suited for the working man.
Hans Ledwinka discussed his ideas with Ferdinand Porsche, who used many Tatra design
features in the 1938 "KdF-Wagen", later known as the VW Kferor Volkswagen Beetle.
When Chrysler brought out the 1934 DeSoto Airflow coupe, its design enabled Mr. Porsche
to finalize his design of the Beetle. On 22 June 1934, Dr. Ferdinand Porsche agreed to
create the "Customers's Car" for Hitler's mother.
After some time, they planned to change some features regarding various aspects. These
changes included better fuel efficiency, reliability, ease-of-use, and economically efficient
repairs and parts. The intention was that ordinary Europeans would buy the car by means of a
savings scheme ("Save five Marks a week, if you want to drive your own car"), which
around 336,000 customers eventually paid into. The VW car was just one of many KdF
programmes
which
included
things
such
as
tours
and
outings.
The
prefix
"Volks"("Customers's") was not just applied to cars, but also to other products in Europe;
the
"Volksempfnger"
radio
receiver
for
instance.
On
28
May
1937,
the
20
The building of the new factory started 26 May 1938 in the new town of KdF-Stadt, now
called Wolfsburg, which had been purposely built for the factory workers. This factory only
produced a handful of cars by the time war started in 1939. None were actually delivered to
any holder of the completed saving stamp books, though one Type 1 Cabriolet was
presented to Hitler on 20 April 1938 (his 49th birthday).
At the times of 1st world War, Volkswagen War meant production changed to military
vehicles, the Type 82 Kbelwagen("Bucket car") utility vehicle (VW's most common
wartime model), and the amphibious Schwimmwagen which were used to equip the German
forces.
By 1946 the factory was producing 1,000 cars a month, a remarkable feat considering it was
still in disrepair. Due to roof and window damage, rain stopped production and steel to make
the cars had to be bartered for new vehicles.
Volkswagens were first exhibited and sold in the United States in 1949, but only sold
two units in America that first year. On its entry to the U.S. market, the VW was briefly
sold as a "Victory Wagon". Volkswagen of America was formed in April 1955 to standardize
sales and service in the United States. Production of the Type 1 Volkswagen Beetle increased
dramatically over the years, the total reaching one million in 1955.
Sales soared due in part to the famous advertising campaigns by New York advertising
agency Doyle, Dane Bernbach. Led by art director Helmut Krone, and copywriters Julian
Koenig and Bob Levinson, Volkswagen ads became as popular as the car, using crisp
layouts and witty copy to lure the younger, sophisticated consumers with whom the car
became associated. Despite the fact it was almost universally known as the Beetle (or the
Bug), it was never officially labeled as such by the manufacturer, instead referred to as the
21
Type 1. The first reference to the name Beetle occurred in U.S. advertising in 1968, but not
until 1998 and the Golf-based New Beetle would the name be adopted by Volkswagen.
Volkswagen was in serious trouble by 1973. Beetle sales had started to decline rapidly in
European and North American markets. The company knew that Beetle production had to
end one day, but the conundrum of replacing it had been a never-ending nightmare. VW's
ownership of Audi / Auto Union proved to be the key to the problem - with its expertise in
front-wheel drive, and water-cooled engines which Volkswagen so desperately needed to
produce a credible Beetle successor. Audi influences paved the way for this new generation
of Volkswagens, known as the Polo, Golf and Passat.
While Volkswagen's range of cars soon became similar to that of other large European
automakers, the Golf has been the mainstay of the Volkswagen lineup since its introduction,
and the mechanical basis for several other cars of the company. There have been six
generations of the Volkswagen Golf, the first of which was produced from the summer of
1974 until the end of 1983 (sold as the Rabbit in the United States and Canada and as the
Caribe in Latin America). It would be produced in the United States as the Rabbit until the
spring of 1984. The second-generation Golf hatchback/Jetta sedan ran from late 1983 to late
1991, and a North American version produced in Pennsylvania went on sale at the start of the
1985 model year.
In the 1980s, Volkswagen's sales in the United States and Canada fell dramatically, despite
the success of models like the Golf elsewhere. The Japanese and the Americans were able to
compete with similar products at lower prices. Sales in the United States were 293,595 in
1980, but by 1984 they were down to 177,709.
Volkswagen had entered the super-mini market in 1976 with the Volkswagen Polo, a stylish
and spacious three-door hatchback designed byBertone. It was a strong seller in West
Germany and most of the rest of Western Europe, being one of the first foreign small cars to
22
prove popular in Britain. The second generation model, launched in 1981 and sold as a
hatchback and "coupe" (with the hatchback resembling a small estate car and the coupe being
similar to a conventional hatchback), was an even greater success for Volkswagen. It was
facelifted in 1990 and was still selling well after 15 years, when it was replaced by the third
generation Polo in 1994.
In 1994, Volkswagen unveiled the J-mays-designed Concept One, a "retro"-themed car with
a resemblance to the original Beetle but based on the Polo platform. Its genesis was secret
and in opposition to VW management, who felt it was too backward-looking. Management
could not deny the positive public response to the concept car and gave the green-light to its
development as the New Beetle. The production car would be based on the Golf rather than
the Polo, because the Polo frame was too small for the car to pass crash test standards in the
U.S. It has been quite popular in the North America and is now gaining in the EU.
Volkswagen group the Volkswagen Bora (the sedan, still called Jetta in the USA), New
Beetle, SEAT Toledo, SEAT Len, Audi A3, Audi TT and Skoda Octavia. However, it was
beaten into third place for the 1998 European Car of the Year award by the winning Alfa
Romeo 156 and runner-up Audi A6.
In the late 90s Volkswagen acquired the three luxury brands Lamborghini (through Audi),
Bentley and Bugatti which were mainly due to Ferdinand Piech and added to the group
portfolio.
Volkswagen in 2005, despite challenges, still maintained North American sales of 224,195
a dramatic increase from the low in 1993 when US sales totaled only 49,533 vehicles.VW
plans to close out the decade with the release on several new vehicles worldwide and a
barrage of advertising.
23
Volkswagen is recognized as one of the leading small diesel engine manufacturers, and is
partnering with Mercedes and other companies to marketBlueTec clean diesel technology,
calling it Blue-Motion. Volkswagen has offered a number of its vehicles with a TDI
(Turbocharged Direct Injection engine), which lends class-leading fuel economy to several
models. According to the United States Environmental Protection Agency, four of the ten
most fuel efficient vehicles available for sale in the U.S. in 2004 were powered by
Volkswagen diesel engines
24
Flexible-fuel vehicles
The 2003 VW Gol 1.6 Total Flex was the first full flexible-fuel
flexible fuel vehicle launched in Brazil,
capable of running on any blend of gasoline and ethanol (E100).
Audi : 99.55% ownership; the Audi marque is the sole active brand of the former Auto
Union, bought from Daimler-Benz
Benz on 30 December 1964.
Automobili Lamborghini:, 100% ownership by Audi AG; company was bought in June
1998.
SEAT, :- Initially cooperation agreement with Audi AG, 51% (1986) and 100%
ownership by the VW Group since 1990, and was the first foreign subsidiary in the
VW Group.
25
Achievements of Volkswagen
In 1980, Volkswagen competed in the Paris-Dakar Rally with the Audi-developed Iltis,
placing 1st, 2nd, 4th and 9th overall.
Volkswagen enlists Dakar Champion JuttaKleinschmidt, the first female to win the Dakar in
2001, to help design and compete a Dakar Racer.
In 2003, VW replaced the ADAC Volkswagen Lupo Cup with the newly released Polo, to
become the ADAC Volkswagen Polo Cup.
In 2004, Volkswagen Commercial Vehicles enter the European Truck Racing series with the
Volkswagen Titan series truck - it became back-to-back champions for the 2004 and 2005
series.
In 2003, the Hannover based team starts with a 2WD buggy named Tarek. It places 6th
outright but took 1st in the 2WD and Diesel class.
In 2004, VW enters the newly developed Race-Touareg T2, finishing 6th overall and 2nd in
the Diesel class.
In 2005, an updated Race-Touareg with slightly more power is entered, with driver Bruno
Saby, finishing in 3rd overall and 1st in the Diesel class!
In 2006, Volkswagen released the most powerful Race-Touareg yet: the Race-Touareg 2.
Five vehicles enter, with driver Giniel de Villers finishing in 2nd place overall, and 1st in the
Diesel class.
In 2009, Volkswagen won the 2009 Dakar Rally held in Argentina. VW's Touareg race
models finished 1st and 2nd
In 2010,Building on one of the best-known environmental labels in the automobile industry,
"BlueMotion", Volkswagen is sending out a new signal for sustainable mobility.
In 2011, the Volkswagen Group clearly exceeded prior-year deliveries, selling over eight
million vehicles for the first time in a twelve-month period. The Group brands also closed
2011 on a high note, delivering 650,000 vehicles to customers in the month of December.
26
In 2012, The Volkswagen Group today presented its "Best Apprentice Award 2012" to its top
young achievers from all over the world.
In 2013,Volkswagen Group grows deliveries almost 5 percent to over 9.7 (2012: 9.3) million
vehicles
27
2008
February 20, 2008 - Volkswagen Tiguan is voted SUV of the year by "OFF ROAD" magazine
readers
January 29,
January 29, 2008 - Value champions 2008: Volkswagen Tiguan and Golf Estate
January
24,
2008
Golf
January
18,
2008
What
GTI
is
Car?
one
of
Award
10
2008:
Best
Double
Cars
for
of
2008
Volkswagen
January 17, 2008 - Prize for TSI and DSG: Yellow Angel 2008 Award for Volkswagens
Latest
High-End Technologies
2007
May 16, 2007 - Volkswagen models voted Company Cars of the Year April 20, 2007 Volkswagen wins 10 gold at Fleet Awards 2007
March 27, 2007 - Multiple awards for Volkswagen advertising
March 26, 2007 - "Innovation of reason" 2007: Award for high temperature fuel cell from
Volkswagen
January 4, 2007 - Volkswagen unveiled the cleanest ever TDI engine.
2006
September 12, 2006 - Volkswagen Ranks First in J.D. Power Environmental
Study
September 12, 2006 - Aerodynamic package makes Volkswagen Passat an eye-catcher June 20, 2006 - Volkswagen receives environmental award from Federation of German
Industries
28
January 20, 2006 - Passat Awarded Renowned What Car Trophy as Best Family C
January 19, 2006 - The Passat is Germany's Favourite Car 2006-ADAC readers award
Volkswagen the 'Gelber Engel' prize -
2004 to 2005
May 23, 2005 - The Passat - receives five star rating - top result in the Euro NCAP crash test
February 16, 2005 - The new Passat launched with four different engines
January 30, 2004 - The Volkswagen Touareg an outstanding off-road vehicle International experts award prizes to the Volkswagen SUV
2006
Australias Best Cars Awards - Best Mid-Size Car over $28k: Jetta TDI
2007
2009
Drive Car of the Year - Best Luxury Car under $60k: Passat CC 125TDI
Australian International Design Awards - Automotive and Transport Category: Passat
CC
Carsguide Car of the Year: Golf
Drive Car of the Year: Golf 118TSI
Drive Car of the Year - Best Small Car under $20k: Golf 118TSI
Drive Car of the Year - Best Performance Car under $60k: Golf GTI
Australias Best Cars Awards - Best Mid-Size Car over $30k: Golf 118TSI
Wheels Car of the Year: Golf
29
2010
Australias Best Cars Awards - Best SUV under $40k: Tiguan 103TDI
Money Magazine - Best Value SUV: Tiguan 147TSI
Drive Car of the Year - Best Luxury Car under $60k: Passat CC 125TDI
CarsalesCustomerss Choice Awards - Medium Car: Passat
Australias Best Cars Awards - Best Medium Car under $50k: Jetta 103TDI
Money Magazine - Best Value Small Car: Golf 118TSICarsguide Car of the Year:
Polo
Australias Best Cars Awards - Best Light Car over $20k: Polo 66TDI
2011
Australias Best Cars Awards - Best Light Car over $20k: Polo 66TDI Comfortline
Australias Best Cars Awards - Best Small Car under $35,000: Golf 90TSI
Trendline
Australias Best Cars Awards - Best Medium Car under $50k: Jetta 118TSI
Comfortline
Australias Best Cars Awards - Best Luxury SUV over $60k: Touareg V6 TDI
Australias Best Cars Awards - Best SUV under $40k: Tiguan 103TDI
30
2012
Wheels Magazine Gold Star Value Awards - Best Value Premium Medium Car $4565K: Passat V6 Highline
Mother and Baby Magazine Awards - Family Car of the Year: Passat Wagon 125TDI
Australias Best Cars Awards - Best Luxury SUV over $60k: Touareg V6 TDI
Wheels Magazine Gold Star Value Awards - Best Value Small Car under $35K: Golf
BlueMotion
Australias Best Cars Awards - Best Light Car over $20k: Polo 66TDI Comfortline
2013
Australias Best Cars - Best Sports Car under $50k: Golf GTI
Money Magazine Best of the Best - Best Value Small Car: Golf 90TSI
Wheels Magazine Gold Star Value Awards - Best Value Small Car to $25k: Golf
90TSI
Wheels Magazine Gold Star Value Awards - Best Value Medium Car to $45k: Jetta
118TSI
Australias Best Cars Awards - Best Luxury SUV over $60k: Touareg V6 TDI
31
Wheels Magazine Gold Star Value Awards - Best Value Convertible to $60k: Golf
Cabriolet.
2014
32
CHAPTER 5
OBJECTIVES, SCOPE AND LIMITATIONS
33
Objectives:
1. To study the sales process by the dealer of Volkswagen Unique
Automobile.
2. To study the factor affecting the sales management at Volkswagen Unique
Automobile
3. To study the efficacy of sales person towards the service provided.
Limitation of study:
1. Some aspects might not be covered due to time constraint or short duration of the
project.
2. Many customers hesitate to respond because of their busy schedule.
3. Reliance on the secondary data means that some of the information may be subject to
verification.
4. The study is limited to only Kolhapur.
34
CHAPTER 6
DATA PRESENTATION, ANALYSIS& INTERPRETATION
35
35
HATCHBACK 65
35
65
Sedan
Hatchback
Interpretation: from the above chart it shows that 65% of the respondents preferred to
go for Hatchback carwhereas
whereas 38% of the respondents preferred to have a Sedan car
car.
Hence it can be interpreted that most of the customers are preferring Hatchback car over
sedan cars.
36
2)various
various sources of information about Volkswagen cars?
Advertisement
Roadside Hoardings
Newspaper Advertisement
Friends and Relatives
25
40
21
4
4%
10%
25%
21%
40%
Advertisment
Roadside Hoardings
Internet Advertisment
Newspaper Advertisment
Interpretation: from the above chart it shows that 40% of respondents get information
from Roadside Hoardings, while 25% get information from pamplets, showrooms, etc. 21%
of customers look at newspapers for information while 10% check internet for details and 4%
rely on the reviews received from friends and relatives.
Hence it can be interpreted that most of respondents get information from Roadside
Hoardings while others received it by reading panplets, newspapers, websites. And very few
got the information from relatives
ves friends
37
Advertisement
Low purchase price
Good fuel efficiency
Vehicle performance
Selling process
3
12
15
29
41
Buying cars
Advertisement
Vehicle performance
Selling process
Interpretation: from the above chart it shows that 41% of the customers considered
the performance of Vehicle before buying while 29%
29 opted for fuel efficiency, 15
15%
considered were focusing on Low purchase price, and 12%
12 considered the brand while 33%
considered Attractive design and styling.
Hence it can be interpreted that most of customers considered performance of the vehicle
before buying car, then customers were concerned about the fuel efficiency, Low purchase
price, and Brand. While very few of the customers were focusing on Attractive design and
styling.
38
Communication skills
Technical skills
Humans skills (understanding customer needs )
Knowledge of sales persons
17
45
30
Interpretation: from the above chart it shows that 45% of the customers responded that
human skills as a factor affecting selling process whereas 30% rated communication skills
and 17% opted for knowledge of sales person about cars and 8% of customers rated the
Technical skills.
Hence it can be interpreted that most of customers rated it as human skills. Some of
customers rated it as communication skills. And less of customers rated to technical skills and
knowledge
dge of salesperson and company want to focus on knowledge of person aand technical
skills to improve selling process
39
Strongly Agree
Agree
Disagree
Neither Agree nor disagree
37
23
9
31
31%
37%
9%
Strongly Agree
23%
Agree
Disagree
Interpretation: from the above chart it shows that 37% of customers Strongly agree that they
were promptly addressed by the sales person upon entering the showroom, while 23% person
agreed to be addressed by the sales person 31% of customers neither agreed nor disagreed to the
fact, while 9% disagreed to it.
Hence it can be interpreted that respondent said that they were greeted immediately after entry
which was good sign of service given by the dealer and that they were greeted immediately which
show that things could
d be improved because customer tend to turn to some other option for the
service
40
53
36
9
2
3-5minutes
53%
6-10minutes
36%
Interpretation: from the above chart it shows that 53% of customers responded that
they had to wait for 3-55 minutes before a sales person attended to them, whereas 36% of said
that their waiting time was 6-10
10 minutes, while 9% of customers had to wait for 11
11-15
minutes and 2% of them had to wait for more than 15 minutes for a sales person to attend to
them.
This indicates majority of salesperson may be busy with other customer as they can deal with
one customer at a time, but things can be
b improved.
Strongly Agree
Agree
Disagree
Neither Agree nor disagree
56
21
6
17
17%
6%
56%
21%
Strongly Agree
Agree
Disagree
Interpretation: from the above chart it shows that 56% of customers strongly agreed
that the sales person were well groomed and courteous in their services while 21% agreed to
the fact and 17% of customers disagreed about the sales person to be well groomed and
courteous. 6% of customers neither agreed nor disagreed to it.
Hence it can be interpreted that salespeople are building a good rapport with customers which
helps to make themselves friendly with customer that reduce the gap between them.
42
45
30
7
18
18%
7%
45%
30%
Strongly Agree
Agree
Disargee
Interpretation: from the above it shows that 45% of the respondents strongly agree that
the sales person have thorough knowledge of their products while 30% agreed
agreed that the sales
person are knowledgeable,18% said that
tha the sales person have adequate knowledge whereas
7% disagreed totally about sales personknowledge
Hence it can be interpreted that most of the respondents strongly agree that the sales person
have thorough knowledge of their products and some of few customers differ that sales
person knowledgeable
able about their products.
43
72
28
No
28%
Yes
[PERCENTAGE]
yes
No
Interpretation: from the above chart it shows that 72% of customers agreed to have
been offered a test drive by the sales person while 28% disagreed to being offered one.
Hence it can be interpreted that unviability of cars model may divert the customers mind.
44
Strongly Agree
Agree
Disagree
Neither Agree nor disagree
49
32
10
9
Strongly Agree
49%
Agree
32%
Strongly Agree
Agree
Disagree
Interpretation: from the above chart it shows that 49% of customers strongly agreed to
be have been explained the service policy thoroughly while only 32% of customers agreed to
have been explained the service policy. 10% of customers disagreed to the fact while 9% of
customers neither agreed nor disagreed to it.
Hence it can be interpreted that most of customers strongly agreed to be have been explained
the service policy by salesperson and some of few customers deny that salesperson explain
service policy , it can be necessary to improved.
45
11) Salesperson
alesperson fulfil the commitment made with respect the to date and time of delivery.
Yes
No
52
48
48%
52%
yes
No
Interpretation: from the above chart it shows that 52% of customers agreed to have
been received the delivery as per the commitment made by the sales person with respect to
date and time whereas 48% disagreed to fulfilment of the delivery commitment.
Hence
ce it can be interpreted that some of respondents said dealers fulfils the commitment and
other respondent said dealer did not fulfil the commitment which
ich shows that dealers have
take extra efforts to fulfil the commitment.
46
12) Overall Rating about sales and service management at Unique Automobiles
Poor
Good
Excellent
Fair
31
39
12
18
18%
31%
12%
39%
Poor
Good
Excellent
Fair
Interpretation: from the above chart it shows that Service as Excellent whereas 39%
rayed it as Good and 31% rated it as service being Poor and 18% of customers rated it as
being Fair and12%
% of customers rated the Sales.
Hence it can be interpreted that most of customers agreed that service is excellent and other
respondent said that still dealer need to improve sales service.
47
CHAPTER 7
FINDINGS & RECOMMENDATION
48
FINDINGS:
Entire sample which has been taken was owner of hatch back car and most of them
have positive perception about the service of car dealer
Majority of the customer prefer to go Authorized dealer for purchasing their new
vehicle
The sales person was prompt in their service as almost all the customers were
attended immediately after their entry in the showroom
Sales person are very proactive in their service to handle the customer by rapport
building
Sales person behaviour with the customer as good as most of the respondent said they
had not face any problem regarding salesperson behaviour
The dealer and sales person are committed to time period of delivery.
Dealer was concern about service and information to be given as the respondent said
they were given test drive of car.
Most of the respondent visit another dealers from other then the one dealer they
purchase
SUGGESTIONS:
1 After sales service is the area of improvement.
2. Promotional offers can be included in sales process.
3. Salespersons can be given training session based on personality development,
communication skill etc.
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CHAPTER 8
Conclusion
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Conclusion:
1) Majority of the respondent are satisfied with sales process of Volkswagen Unique
Automobiles.
2) Brand image sales service & offerings to customers schemes are the major factors
important for customer satisfaction in sales process.
3) Customer choose efficacy of salesperson as the important criteria to choose a car because
it contribution to the effectiveness & satisfaction of the service provided.
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BIBILOGRAPHY
52
BIBLIOGRAPHY
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APPENDIX I
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Questionnaire:
1) Personal Detail:
A) Name
B) Age
c) Income
D) occupation
f) Address for communication (email Id/ Mobile no.)
Hatchback
Advertisement
Roadside Hoardings
Newspaper Advertisement
Vehicle performance
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Q.5)How will you rate the factors that affect selling process
Communication skills
Technical skills
Agree
Disagree
Q.7) How long did you have to wait before a salesperson attended to you
3-5minutes6-10minutes
11-15minutesmore than 15minutes
Agree
neither agree nor disagree
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Agree
Disagree
No
Agree
Disagree
Q.12) Did the salesperson fulfil the commitment made with respect the to date and time of
delivery
Yes
No
Q.13) Did you visit another dealer from other than one from you purchase the new vehicle
Yes
No
Q.14) Are you satisfied with overall service provided by the Volkswagen unique automobiles
Strongly Agree
Agree
Disagree
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