DECLARATION

I,

Namexxxxxxxxx,

hereby

declare

that

the

project

titled

CUSTOMER SATISFACTION TOWARDS MARUTI SUZUKI in VARUN MOTORS,

has been submitted by me to the Department of Business Administration,
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY., is a genuine work of
mine and it has not been submitted to any others university or Institution for the
award of any degree / diploma / certificate or published any time before.

Place: Hyderabad
Date:
(Namexxxxxxxxx)

ABSTRACT
The main aim and objective of study is to find out customer satisfaction of Maruti
cars and to find the satisfaction level regarding the opinions, attitudes, and
perception of consumers using Maruti vehicles.
The main basis on which customer satisfaction level analyzed towards Maruti
vehicles are price, spare parts availability, mileage, and maintenance cost of the car.
Customer satisfaction depends on a products perceived performance in
delivering value relative to a buyers expectations. If the products performance falls
short of the customers expectations, the buyer is dissatisfied. If performance
matches expectations, the buyer is satisfied. If performance exceeds expectations,
the buyer is satisfied. If performance exceeds expectations, the buyer is delighted.

The data collected in this research is primary data and secondary data.
The primary data is collected through the mode of questionnaire. The sample
size of research is 100.
The research gives information about the customers are satisfied with
Maruti vehicles because of factors like availability of spares, service given at
service station, low maintenance cost, and price of vehicle is less when
comparing to other brands present in the market.
The customers are really looking for the good pickup vehicles in the
Maruti brand. By this we can say that company need to concentrate on fuel
efficient and attractive design cars to attract the all age groups.
Out of 100 respondents it is observed that 83% of respondents are feeling
that the overall performance of the Maruti vehicles is good, and 17% of respondents
are feeling that the overall performance of Maruti vehicles is excellent.

TABLE OF CONTENTS
Chapter- I
GENERAL INFORMATION
IMPORTANCE OF THE STUDY
SCOPE OF THE STUDY
OBJECTIVES OF THE STUDY
Chapter- II
INDUSTRY PROFILE
BRIEF DESCRIPTION OF THE ORGANIZATION
PRODUCT PROFILE
Chapter- III
REVIEW OF LITERATURE
Chapter: - IV
METHODOLOGY
RESEARCH DESIGN
DATA COLLECTION
SAMPLING
ANALYSIS

Chapter- V
DATA ANALYSIS AND INTERPRETATION
Chapter- VI
FINDINGS
CONCLUSION
RECOMMENDATIONS
APPENDIX
BIBLIOGRAPHY

Page numbers
1-2
3
4
5
6-15
16-26
27-33
34-42

43-46

47-68
69
70
71
72-74
75

Chapter I
GENERAL INFORMATION
IMPORTANCE OF THE
STUDY SCOPE OBJECTIVES

Chapter II
INDUSTRY PROFILE
BRIEF DESCRIPTION OF THE ORGANIZATION
PRODUCT PROFILE

Chapter III
REVIEW OF LITERATURE

Chapter IV
COLLECTI
ON
METHODOLO
SAMPLING
GY
RESEARCH ANALYSIS
DESIGN DATA

Chapter V
DATA ANALYSIS AND INTERPRETATION

Chapter VI
FINDINGS
CONCLUSION
RECOMMENDATIONS
8

INTRODUCTION OF MARKETING
MEANING AND DEFINITION OF MARKETING
Marketing, more than any other business functions deals with customers.
Creating customer value and satisfaction are the heart of modern marketing
thinking and practice. Marketing is the delivery of customers by promising
superior value and to keep current customers by delivering satisfaction.
The American marketing association has defined marketing, as marketing
is the performance of business activities that direct the low of goods and services
from producer to consumer or user.
In the words of Cundiff and Still marketing is the tem used to describe
collectively those business functions most directly concerned with the demand
stimulating and demand-fulfilling activities of the business enterprise.
Philip Kotler definition of marketing is marketing is a social and
managerial process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with other.

FUNCTIONS OF MARKETING
Marketing as business authorities conceive it today is aboard function of
business composed of many elements.
Until recently even outstanding authorities defined marketing as the performance of
business activities that direct the flow of goods and services from producer to customer or
user. While this definition still not broad enough. It does not encompass the idea that

marketing also includes the identification of the market and the markets needs and that
is guides the development of the products and services to fulfill those needs profitably.

VARIOUS ACTIVITIES THAT A MARKETER FOLLOWS

Identifying specific markets for products and services;
Identifying existing and future needs and wants of these markets;
Guiding the development of products, packages and services to fill these
needs at a profit, and
Selling, delivering and collecting for, and effecting legal transfer of these goods
services to the ultimate consumer or user.
An even simpler definition and one easier to remember is the right product
or service at the right price at the right place at the right time and doing it at a profit.

DEFINITION OF MARKETING RESERACH

The American Marketing Association defines marketing research as the
systematic gathering, recording and analysis of data about problems relating to
marketing of goods and services.
According to Kotler, marketing research is the systematic design,
collection analysis and reporting of data and finding relevant of a specific
marketing situation facing the company.
The key work in the above definition is systematic. This is the difference
between research and haphazard gathering of findings. For a study/research to
be systematic there must be two qualities in the least. First, it should be orderly
so that the measurements have accuracy and there is a fair cross-section.
Second, it should be implemented in analysis and interpretation.
Now for a research to be systematic it should be planned in advance. Moreover to
complete it, it should be interpreted. We thus arrive at a definition of marketing
research;marketing research is the planning of and systematic gathering, recording,
10

analysis and interpreting data about problems (or opportunities) relating to the
marketing of goods and services.

INTRODUCTION OF THE STUDY

The study is to find out the level of Customer Satisfaction on sales towards the
Maruti vehicle. And to find out the Satisfaction on the performance of varun motors.

To find out this, I have done the survey.

Customer Survey: Finding out the customer satisfaction on sales towards

Maruti vehicle with reference to Maruti Suzuki Udyog Ltd.
Finding out the customer satisfaction on dealership performance
towards Varun Motors Ltd.
For this survey, I have prepared a questionnaire; through this I collected data
from customers.
Sample Size of survey is 100 consumers. By analyzing these questionnaires, I
found out the level of customer sales satisfaction on Maruti.
In this report, I explained the analysis of questionnaire through graphs and tables.

11

SCOPE OF THE STUDY

The Sample Size is Limited, So as to give the accurate information regarding
Customer Satisfaction.
The scope is very limited, because attitude & expectations of the people change
according to the time & situation.
The study is restricted to both (twin cities) Hyderabad and Secunderabad and
that to among 100 respondents.
The study is conducted only for 60 days.
Consistency was lacking with regard to the information given by few customers.
The study is restricted to the certain area, so it could not give whole
picture about Andhra Pradesh or India.

12

OBJECTIVES OF THE STUDY

The study has been conducted in the twin cities the respondents chosen
randomly the sample size has been limited to 100, which may restrict to scope of
complexity of the study. The scope of the project could be broadened if the
project duration is extended and the strength be raised.
1 To know the Level of Customer Satisfaction on Sales of Maruti Vehicle.
2 To know the Customer Satisfaction on Performance of Dealer.
3 To know whether the dealer renders after sales service, and if he, how far
the consumers are satisfied with services rendered by dealer.
4 To know the motivated factors to buy the MARUTI vehicle.
5 To know the factors that influences the customer, to switch the brand.
6 To know the customers are satisfied with price and service network
7 To know the whether Maruti performance matching with the customer
expectations.

13

INDUSTRY PROFILE
Modern marketers are concentrating on the needs and wants of the people, and
then producing products, which satisfy those needs.
A turning point in transport came when the wheel was invented. One good point
about mean is that he never been satisfied with his achievements. He always
tries to improve his living conditions.
As time passes in 1888 Benz Company invented the first car in the world. In early
1900 year, lot of changes took place in culture, life style, standard of living was
improved. So many industries have entered in this field (4 wheelers) to improve
the QUALITY of the product in different parameters.
As well as in 1928 the first imported car was introduced in India, In 1942 Hindustan
Motors was incorporated and in 1944 Premiere automobiles was started its
manufacture. The growth was very less, but in early 90s tremendous changes took
place in all industries because of Globalization. Many companies have entered, to
start its manufacturing in India. Because of cheap availability of resources.

Particularly in India compact car segment, in the past eight years many car
makers have entered India hoping to tap its much wanted middle class.
Automobile manufacturers in India have, for decades, perpetuated the idea that they
know best not only about manufacturing and selling years but also what the customer
wanted. As a result even till the early 80s, customer was very often not able to choose
the colors of the car or scooter he bought. Indeed, motorcycles were usually back. So, to
the premium payable. Dealers were not much more than bagmen and the general
14

message was that the act of buying a new car was simply a monitory transaction
which resulted in a great favor being bestowed on the customer.
Over a period of more than two decades the Indian Automobile Industry has been
driving its own growth through phases. The entry of Suzuki Corporation in Indian
passenger car manufacturing is often pointed as the first sign of India turning to a
market economy. Since then the automobile sector witnessed rapid growth year
after year. By late-90's the industry reached self reliance in engine and
component manufacturing from the status of large scale importer.

With comparatively higher rate of economic growth rate index against that of
great global powers, India has become a hub of domestic and exports business.
The automobile sector has been contributing its share to the shining economic
performance of India in the recent years. With the Indian middle class earning higher
per capita income, more people are ready to own private vehicles including cars and
two-wheelers. Product movements and manned services have boosted in the sales of
medium and sized commercial vehicles for passenger and goods transport.

The data obtained from Ministry of Commerce and Industry, shows high growth
obtained since 2001-02 in automobile production continuing in the first three
quarters of the 2004-05. Annual growth was 16.0 per cent in April-December, 2004;
the growth rate in 2003-04 was 15.1 percent the automobile industry grew at a
compound annual growth rate (CAGR) of 22 per cent between 1992 and 1997.
With investment exceeding Rs. 50,000 crore, the turnover of the automobile industry
exceeded Rs. 59,518 crore in 2002-03. Including turnover of the auto-component
sector, the automotive industry's turnover, which was above Rs. 84,000 crore in 200203, is estimated to have exceeded Rs.1,00,000 crore ( USD 22. 74 billion) in 2003-04.

15

Automobile Dealers Network in India

In terms of Car dealer networks and authorized service stations, Maruti
leads the pack with Dealer networks and workshops across the country. The
other leading automobile manufacturers are also trying to cope up and are
opening their service stations and dealer workshops in all the metros and major
cities of the country. Dealers offer varying kind of discount of finances who in tern
pass it on to the customers in the form of reduced interest rates.

Government has liberalized the norms for foreign investment and import of technology
and that appears to have benefited the automobile sector. The production of total
vehicles increased from 4.2 million in 1998-99 to 7.3 million in 2003-04. It is likely that
the production of such vehicles will exceed 10 million in the next couple of years.

The industry has adopted the global standards and this was manifested in the
increasing exports of the sector. After a temporary slump during 1998-99 and 199900, such exports registered robust growth rates of well over 50 per cent in 2002-03
and 2003-04 each to exceed two and- a-half times the export figure for 2001-02.

Automobile Export Numbers

The Key Factors behind This Upswing

Sales incentives, introduction of new models as well as variants coupled
with easy availability of low cost finance with comfortable repayment options
continued to drive demand and sales of automobiles during the first two quarters
of the current year. The risk of an increase in the interest rates, the impact of
delayed monsoons on rural demand, and increase in the costs of inputs such as
steel are the key concerns for the players in the industry.
16

As the players continue to introduce new models and variants, the competition
may intensify further. The ability of the players to contain costs and focus on
exports will be critical for the performance of their respective companies.
The auto component sector has also posted significant growth of 20% in 200304, to achieve a sales turnover of Rs.30, 640 crore (US$ 6.7 billion). Further,
there is a potential for higher growth due to outsourcing activities by global
automobiles giants. Today, this sector has emerged as another sunrise sector.

Even Growth
Opposing the belief that the growth in automobile industry has catered only to the
top income-stratum of society, Growth of exports of 32.8 % in the first three
quarters of 2004-05, the fastest growth in volumes has come from commercial
vehicles as against passenger cars.
Between 1998-99 and 2003-04, output of commercial vehicles has grown 2.8 times
compared to the 2.2 times increase in passenger cars. Furthermore, two-wheeler output
continues to dominate the volume statistics of the sector. In 2003-04, for every
passenger car turned out by the sector, there were 7 two-wheelers produced. In the two
wheeler segment, there is a greater preference for motorcycles followed by scooters,
with both production and domestic sales of motorcycles increasing at faster rates than
for scooters in the current and previous years. However, mopeds have registered low or
negative growth. Export growth rates have been high both for motorcycles and scooters.

17

India car Industry:

The recent move to globalize our economy has opened new vistas for car
manufacturers in the country. The immediate post independence years saw very
little development in automobile industry. A poor country like our s did not have a
resource to invest in personal transportation.
The Indian customers had to wait till the mod 1980s, a full 40 years after
independence to see a car that the people wanted. December 1983 heralded a
revolution in the Indian car industry. Maruti collaborated with Suzuki of Japan to
produce the first affordable car for the average Indian.
The maruti800 was the first version of Maruti to hit the Indian roads in December1983. Since then it has been on a constant rise.
At this time, the Indian car market had stagnated at the volume of 30000 to
40000 cars for the decade ending 1983. This was from Maruti taken over.
The sales figure for the year 1993 reached up to 196820. The company reached
a total production of one million vehicles in March 1994 becoming the first Indian
company to cross this milestone. It crossed the two million mark in 1997.
Fifteen years later, the Indian industry is on the verge of the extreme. It has
around 45 models of the cars. Today there are about 20 manufacturers in India.
In March, 1994 Maruti Udyog Ltd., became the first Indian company to produce
over one million vehicles, a land mark yet to be achieved by any other car
company in India. Maruti is the highest volume car manufacturer in Asia.

Industry Structure
18

The Indian car market has been divided in to small cars, mid size cars,
luxury cars and multi utility vehicles.

Small cars:
It is the most preferable small car segment in Indian economy. Under this
segment we have Maruti 800, Maruti Wagon R, Maruti swift, Tata Indica, Hyundai
Santro, Fiat Palio, and Maruti Alto, Maruti Zen Estilo, Tata Nano, i10, spark, Astar etc.
These are the best suitable for Indian middle class people. These cars also suit
Indian roads and traffic conditions. The concept of small cars has emerged from Japan.

Small cars are fuel efficient with latest sleek look and advanced technology.

Mid size cars:

The mid size cars are to supper middle class people of
society. Business executives mainly use these cars.
Under this we have Maruti SX4, Swift Dzire, Ford Fusion, Ford Fiesta,
Opel Astra, Tata Indigo, Tata Marina, Honda City, Chevrolet Aveo, Hyundai
Accent etc., and Hyundai Verna etc.

Luxury Cars:
The elite members of the society use these luxury cars. The luxury cars
symbol of success of a man.
Under this we have Maruti Grand Vitara, Ford Mondeo, Skoda Octavia,
Skoda Laura, Hyundai Sonata, Hyundai Elantra, Toyota Corolla, Toyota Cramy,
Mitsubishi Lancer, Mitsubishi Cedia, Honda Civic, Honda CRV, Honda Accord,
Chevrolet optra, Mercedes-Benz (S-class,E-class), etc.,
19

Multi Utility Vehicle:

MUVS are used for transportation purpose. As MUVs are very rugged and
powerful vehicles they are used in hilly regions. Today there are a lot of players in
the car segment. This has increased competition amongst the manufacturers.
Under this we have Tata Sumo, Tata Sierra, Tata safari, Maruti Gypsy,
Bajaj Tempo, Ford Endeavour, Toyota Quails, Toyota In nova, Mahindra Voyager,
Mahindra Scorpio, Mahindra Bolero etc.,
Now-a-days dealers and manufacturers are providing many attractive
financial facilities for the consumers. This indicates that the manufactures will
have huge demand in coming decades.

Car Segments:
With the expansion of Indian Automotive Market over a period of time the
car models have been grouped in to the following segments.
nd
Indica.

Based on the price and size:

:

A Segment (Till 3 lacks)

:
Esteem, Accent,
Siena, Indigo, Ikon,

Maruti800,
Omni.

B Segment (3 to 4.5 lacks)

Corsa,
Swift.

:
Zen,
Wagon R, Alto,
Santro, Matiz,

C 1 Segment (4.5 to 6.5 lacks)

P
a
li
o
a

C 2 Segment (6.5 to 10 lacks) D Segment

(10 lacks & above)

Based
on

Length as
per SIAM

:
Baleno, Astra,
City and Lancer
:
Octivia, Sonata,
Mondeo, Accord,

(Society of Automotive
Manufacturers):
20

4000mm)

A 1 (Mini-Up to 3400mm)
1A

(Compact-3401

to

Carmy,
Vectra,
Corolla,
Mercede
s

A3 (Mid-Size-4001 to 4500mm)

2A

to

3A

to

4
(Excutive-4501
4700mm)
5
(Premium-4701
5000mm)

4A

6 (Luxury-5001 and

above) C (Van Type)

1:

Maruti800

2:

Zen, Wagon R, Alto, Santro, Matiz,

Palio, and Indica.

3:

Esteem, Swift, Accent, Siena, Indigo,

Ikon,

Corsa,

Baleno,

Astra,

City,

Ambassador and Lancer.

4:

Octivia, Contessa, Mercedes C-Class

5:

Sonata, Mondeo, Accord, Carmy,

B2 (Passenger Carrier)

Vectra. : Mercedes S-class,

1:

Omni, Versa.

6:

Gypsy, Sumo, safari, Qualis, Armada,

and Voyager.

Coverage
of
Passenge
r Car
Segments
:

Manufacturer
Maruti

Hyundai
Fiat
Ford
General Motors
Honda
Tata
Mistibushi
Toyota
Skoda
Daim lerChrysler

The above table shows the coverage of

passenger car segments of different
industry players in India. The table
showing the number of models they are
introduced into the market in passenger
car segment.

Indian Car Market Trend

2
1

The Indian market was fuelled by entry of Maruti800 and A 1 Segment car was
the largest selling segment in market for many years and is still the single largest
selling model. With the entry of Zen in Indian market MUL offered the upgrade
option to A 1 segment owners as well as new buyers.
The present trend of market shows the tremendous growth in A 2 segment the
volumes of which has already crossed the A 1 segment in nos. and presently
constitutes approx 50% of total car market. It appears that A 2 segment will
continue to be the largest selling for many more years.
Maruti has 3 models with 13 variants in the growing A 2 segment and is
continuously consolidating its position in the segment.
With the continuously evolving market the A 3 segment is expanding at slow and
consistent rate. MUL has 2 models in the segment with 7 variants to suit
customer requirements.
The largest expansion is happening in A4 segment through importing completely built up
cars. However the volumes sold are very small and are limited to bigger cities.

22

Market Share of Industry leaders in World Markets:

Manufacturer
Ford
Toyota
Volkswageri
General Motors
Maruti

Country
UK
Japan
Germany
USA
India

Market Share
20.1%
27.8%
28.2%
28.7%
54.5%

Industry Players:
1 Maruti Udyog Ltd.
2 Honda SIEL Ltd.
3 Hindustan Motors.
4 Daewoo Motors India Ltd.
5 Toyota Kilo star
6 Daimler Chryster India Pvt.Ltd
7 Skoda Octivia
8 Hyundai Motors Ltd.
9 Fiat India Ltd
10 TELCO
11 Ford Motors India Ltd.
12 General Motors Ltd.

2
3

COMPANY PROFILE
QUICK FACTS
Year of Establishment

February 1981
"The Leader in The Indian Automobile Industry,

Vision

Creating Customer Delight and Shareholder's Wealth; A

pride of India."

Industry
Listings & its codes

Automotive

- Four Wheelers

BSE - Code: 532500

NSE - Code: MARUTI
Bloomberg: MUL@IN

Joint Venture

Reuters: MRTI.BO
With Suzuki Motor Company, now Suzuki Motor
Corporation, of Japan in October 1982.

Registered & Corporate

11th Floor, Jeevan Prakash

Office

25, Kasturba Gandhi Marg

New Delhi - 110001, India
Tel.: +(91)-(11)-23316831 (10 lines)
Fax: +(91)-(11)-23318754, 23713575
Telex: 031-65029 MUL IN

Works

Palam Gurgaon Road

Gurgaon -122015
Haryana, India
Tel.: +(91)-(124)-2340341-5, 2341341-5

Website

www.marutiudyog.com

Maruti Udyog Limited (MUL) was established in February 1981 through an

Act of Parliament, to meet the growing demand of a personal mode of transport
caused by the lack of an efficient public transport system.
24

A license and a joint Venture agreement were signed between Govt. of India and Suzuki
Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982. By which Suzuki
acquired 26% share of equity, with an option to increase it to 40% Suzuki exercised. In
1987 by increased its option equity to 40%. Suzuki Motor corporation further increased
equity to 50% in the year 1992, converting Maruti Udyog Limited into a non-government
company. Marutis total equity is 1322.92 million.

Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been
the leader of the Indian car market for about two decades. Its manufacturing plant,
located some 25km south of New Delhi in Gurgaon, has an installed capacity of
3,50,000 units per annum, with a capability to produce about half a million vehicles.

The company has a portfolio of 10 brands, including Maruti800, Omni, Premium

small car Zen, international brands Alto and Wagon R, off-roader Gypsy, mid size
Esteem, luxury car Baleno, the MPV, Versa and Luxury SUV Grand Vitara XL 7.
In recent years, Maruti has made major strides towards its goal of becoming
Suzuki Motor corporations R and D hub for Asia. It has introduced upgraded
versions of Wagon R, Zen and Esteem, completely designed and styled inhouse. Marutis contribution as the engine of growth of the Indian auto industry,
indeed its impact on the lifestyle and psyche of an entire generation of Indian
middle class, is widely acknowledged. Its emotional connect has also been
ranked number one in J D Power Sales Satisfaction Survey 2004.
Maruti products including Maruti800, the Zen and the Esteem have been rated
best cars in their category in Total Customer Satisfaction Survey 2004 conducted
by TNS Automotive.

25

The companys quality systems and practices have been rated as a benchmark
for the automotive industry world-wide by A V Belgium, global auditors for
International Organization for Standardization.
In keeping with its leadership position, Maruti supports safe driving and traffic
management through mass media messages and a state-of-the art driving
training and research institute that it manages for the Delhi Government.
The companys service business including sale and purchase of pre owned cars
(True Value), lease and fleet management service for corporate (N2N), Maruti
Insurance and Maruti Finance are now fully operational. These initiatives, besides
providing totally mobility solutions of customers in a convenient and transparent
manner, have helped improve economic viability of The Companys dealerships.
The company is listed on Bombay Stock Exchange and National Stock Exchange.

This section provides corporate overview of Maruti Udyog. its vision, quality
systems and technology, along with a brief historical perspective. It also offers a
link to Suzukis global site, information about export operations and details of the
companys social initiatives in the field of road safety, safe driving, Driving
Training Institute and environment care.
Additionally, this section contains information for those seeking career and
business opportunities with Maruti. It gives information on multiple channels for
contacting the company. There is also a link for accessing the monthly
newsletters. If you are looking for the latest media coverage on Maruti Udyog,
theres special section devoted to News & Events.

MUL Market Share:

MUL has a 54.5% market share while all the remaining manufacturers could only
make up 45.5%.
MUL is the world leader in Market Share and sets a bench mark that is hard to achieve.

26

The Objective of MUL:

Modernization of the Indian Automobile Industry.
Production of fuel-efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles which was necessary for economic growth.

The Revolution:
Maruti created history by going into production in a record 13 months. ON 14 th
December 1983, the then Prime Minister of India, Mrs.Indira Gandhi, released the first
vehicle for sale by handing over the keys of a Maruti800 to Mr. Harpal Singh of Delhi.

MUL exceeds the volume targets, and in March 1994, MUL became the first Indian
company to produce over one million vehicles, a landmark yet to be achieved by any
other car company in India. Maruti is the highest volume car manufacturer in Asia,
outside Japan and Korea, having produced over 4 million vehicles by April 2003.

Maruti is one of the most successful automobile joint ventures and has made
profits every year since inception till 2000-01. In 2000-01 although MUL
generated operating profits on an income of Rs.92.5 billion, high depreciation on
new model launches resulted in a book loss. MUL is on the track for profits in
2001-02, with a profit of Rs.300 million in the first half. In this period sales have
increased by 5.3%, against an industry decline of 6.1%.
Maruti revolutionized type way Indians looked at cars. No other car company so
completely dominates its home market (The Economist). Maruti holds about 60% of
the total market share. MUL is the first and only car company in the world to lead its
home market in terms of both market share and in the JD Power Customer Satisfaction
study (JD Power Asia Pacific 2000 India Customer Satisfaction studies). It is also the
only car company in the world to be Top ranked four times in a row (2000-2001, 2002
&2003). Despite there being 15 companies in the passenger car market.

27

Transfer of Technology:
Every minute two vehicles roll out of the Maruti Plant. It is therefore imperative that the
transfer of contemporary technology from our partner Suzuki is a smooth process. Great
stress is laid on training and motivating the people who man and maintain the equipment,
since e the best equipment alone cannot guarantee high quality and productivity.

From the beginning it was a From the beginning it was a conscious decision to
send people to Suzuki Motor Corporation for on-the-job training for line
technicians, supervisors and engineers.
This helps them to imbibe the culture in a way that merely transferring technology
through documents can never replicate. At present 20% of our workforce have
been trained under this program.
Joint venture with SMC Japan, the most technically advanced compact car
manufacturer in the world.
MUL is the market leader in the introduction of auto technology, while most other
manufactures bringing in dated models from their collaborators.
MUL has introduced the latest 16*4 Technology for engines.
Technology that has been tried tested and trusted around the world for reliability,
economy & performance.

MUL Vision:
The Leader in the Indian Automobile Industry,
Creating Customer Delight and Shareholders Wealth;
A Pride of India.

MUL Core Values:

28

Customer Obsession
Fast, Flexible and First Mover
Innovation and Creativity
Networking and Partnership
Openness and Learning

MUL Quality Systems:

Consumer Satisfaction through Continuous Improvement of our Products and Services
by following PDCA (PLAN-DO-CHECK-ACT) in all functions of our organization.

ISO 9001:2000
Employee Quality Measures
TS 16949:2002
ISO 9001:2000
Maruti approach to quality is in keeping with the Japanese practice. Build it into the
product. Technicians themselves inspect the quality of work. Supervisors educate
and instruct technicians to improve productivity and quality. The movement of quality
indicators is reviewed in weekly meetings by the top management.

In 2001, MUL became the first automobile company anywhere in the world get an
ISO 9000:2000 certification. AV Belgium, global auditors for International
Organization for Standardization, Leadership, Involvement of people, process
approach, system approach to Management, Continual improvement etc

Company Mission:
To provide a wide range of modern, high quality fuel efficient vehicle in order to
meet the need of different customers both domestic and export markets. There
are 258 sales outlets, 1838 service centers across 922 cities as on 01-03-2008.
Service available in 41 cities across the country.
29

Maruti Plus:
Express High way Service:
Introduced with service stations at convenient locations on National Highways.

Maruti on Road Service:

24 hour break down service in 41 cities (9622962200)

Maruti Genuine Parts:

Genuine Parts available across the length and breadth of the country.
Info Call Centers:
24 hour information call centers in 6 cities Delhi, Gurgaon, Mumbai, Chennai,
Bangalore, Hyderabad.(1600111515)
The motive is to offer quality & professional service in the areas of
car customer requirements.

Maruti True Value:

Total peace of mind is selling/Buying old Cars. Basically achieving two
objectives viz.Exchange of Car and sale of used car.

Maruti Finance:
Increasing afford ability of purchases for the customer. To improve
purchase experience of the customer. Increased ownership of dealer over the
customer buying process.

30

Maruti Insurance:
Near cashless transaction
Quality repair by trained manpower
No loading insurance premium for claims

Maruti N 2 N:
End-to-End fleet management services designed for companies to free them of
all the hassles of manufacturing company cars.
Customized car policies
Accident Repairs

Maintenance Servicing Registration

Insurance Emergency Assistance

Maruti Genuine Accessories:

Ease of Availability
Assured quality standards
Most reasonable priced
No alterations required to fitting MGAs

Extended Warranty:
Total peace of mind
Maruti assurance
Assured reliability of use of vehicle up to 4 years
No need to pay towards cost of parts as well as labor.

31

BOARD OF DIRECTORS:
MUL is a board managed company. Currently the directors on the Board are:
Position

Personnel

Chairman

Mr. Shinzo Nakanishi

Managing Director

Mr. Jagdish Khattar

Senior Joint Managing Director

Mr. Tsuneo Kobayashi

Joint Managing Director

Mr. Hirofumi Nagao

Mr. Shinichi Takeuchi

Director (Marketing & Sales)

Mr. Shuji Oishi

Directors

Mr. Osamu Suzuki

Mr. R C Bhargava
Mr. D. S. Brar
Mr. Amal Ganguli
Ms Pallavi Shroff
Mr. Manvinder Singh Banga

MARUTI SALES IN FEBURARY 2008:

New Delhi, February 1, 2008: car market leader Maruti Udyog Limited sold
48,526 units in the domestic market in January 2008. This is a growth of 7.1
percent over January 2007.
In all, the company sold 50,109 units, including 1,583 units of exports,
during January 2008. The companys volume in the domestic A2 segment grew
by 21.2 pre cent compared to January 2007. As published in Overdrive Magazine
dated 15the March, 2008.

32

Indias Largest Sales & Service Network

No matter where you are never far from a Maruti Service
Station. 1526 Authorized Service Stations
Most dealers awarded ISO certification rest in the process
getting it. 356 Dealer workshops
State of the art equipment and
facilities 922 cities covered
Sales, services and support network cover the length and breadth of
the country 258 Sales Outlets in 169 cities
Standardized service and specially trained service
engineers Over the 2000 trained service personnel
Quality of service in keeping with the needs of the customer
Easy availability of affordable, Maruti Genuine Parts

26 Spare Parts Stockiest

11 MGP Shoppes (Boutiques)

Product Range
12 Models with 45 variants to satisfy all customer need.
At least 2 models available in A1, A2 and A3 segments.

Models available to meet varied requirements of the customers

lifestyle. Models & Variants available to suit various customers needs.

Range of vehicles to support physically challenged persons.

3
3

Suzuki Motor Corporation

Suzuki Motor Corporation was established around 75 years ago. Suzuki Motor
Corporation is a pioneer and market leader in small car manufacturing segment
in Japan. Further, Suzuki Motor Corporation is also a market heavy weight in
motorcycle manufacturing sector.
The company ranks 3rd overall after Honda motors and Yamaha motors. The
company rose to pinnacle of success by providing designs, value-packed
services and quality products to the customers world over. Its mini car section
rolled out innovative yet economical passenger car for the masses. The company
operates in more than 190 countries across the world. Furthermore, the company
is aggressively into motor sports. Suzuki Motor Corporation has forged joint
ventures with a number of international players, to make cars. Its prominent
international partners are General Motors and Maruti Udyog Limited, India.
Suzuki Motor Corporation Indian partner - Maruti Udyog is India's leading maker of
cars in India and shares more than 50% of car market in India. The company, in
technological partnership with Suzuki Motors Corporation, manufactures models
such as the Zen, Alto, and Gypsy. Maruti acts as a manufacturing hub for the
international market. The model Alto is exported to many European countries. Maruti
has four manufacturing units near New Delhi, India. Maruti produces around 350,000
cars annually. Further, to maintain the huge demand of Maruti cars in India, it has
come up with a new manufacturing unit near Delhi, which will be made operational
soon. Suzuki Motor Corporation Indian partner.

34

Maruti Product Information

Maruti 800 (Indias Largest Selling Car)
Started the Automotive revolution in the country and have virtually become the
wheels for the nation.
Most popular car among the first time buyers.
Known for reliability, fuel efficiency, least ownership cost and value for money.
Proven & tested product to aspiring car owners.
Most Affordable Car (NFO Auto Car survey)
Maneuverability & ease parking
Excellent pickup
Good ride comfort
M800 launched in 1983.
M800 got the Hall of Fame Award, awarded by Auto Car.

Variants: Std.E3, A/C E3

Maruti OMNI
From the beginning it was a conscious decision to send people to Suzuki Motor
Corporation for on-the-job training for line technicians, supervisors and engineers.

This helps them to imbibe the culture in a way that merely transferring technology
through documents can never replicate. At present 20% of our workforce have
been trained under this program.
Joint venture with SMC Japan, the most technically advanced compact car
manufacturer in the world.

35

GYPSY
The Pioneering 4*4 in India
Go Anywhere
Guarding India
Any Climate

Variants: King hard-top, King soft-top

ZEN ESTILO (SHAPES YOUR WORLD)
Best premium compact
car Highest reliability
Grate drive
Best car in Total Customer Satisfaction by NFO
2002 No. 1 car in Europe 1 Autocar 1994

Variants: AT, LX E3, Diesel, LXi E3, VXi, DPS

ALTO (Lets go)
More Spacious
Meets International Safety Standards
Unmatched Fuel Efficiency
Fastest Car in its Segment
Voted as Car of The year 2001 by Business Standards Motoring
Voted as Car of The year 2002 by OVERDRIVE AWARDS

Variants: LX, VXi, LXi

3
6

WAGON R (Inspired Engineering) Its Magic

Highest selling compact car in Japan
Perfect combination of space, technology & value
Unmatched Comfort
Increasing Sales
Interesting Types of Customers
Rated as the best Family car by Star plus Good Morning India
Show Rated as the best car by J.D.Power

Variants: AX, LX, VXi, Pride, LXi

ESTEEM (The New Power Version)
Latest Safety Features
Best Performance
New appearance

Variants: AX, Diesel, LX Upgrade, VX DGSD, VXi, DPS, VXi Upgrade

VERSA
Versatile Usage
Easy Maneuverability
Flexi Seating
Good All Round Cooling

Variants: DX, DX5s, DX2, DX25s, SDX

BALENO (Surprising Performance)
Luxurious Upgrade option to Maruti Owners
Best Value for Money
New standards in Comfort

Variants: STD, ALTURA

3
7

GRAND VITARA
Vitara, Suzukis top of the line model is being imported as completely built
unit. Got very positive response when it was displayed at Auto Expo 2000.

3
8

VARUN MOTORS PVT.LTD.

Founder and Managing Director, Mr. V. Prabhu Kishore holds a three decade
Automobile experience in 'S'elling, 'S'ervicing and retailing 'S'pare parts of 2
wheelers, 3 wheelers and 4 wheelers of top OEM's in India.
The start of automobile business for Mr. Prabhu Kishore began with Padmaja
Commercial Corporation, his family business in 1970's.
In 1992, Mr. Kishore established his own undertaking VARUN MOTORS with Bajaj Auto
dealership at Visakhapatnam in 1992. This dealership had marked the birth of the

Varun group.
Varun later ventured into 4 wheeler business with Maruti dealership at
Visakhapatnam in 1996 and at Hyderabad in 1998. Soon after, Varun Motors also
started its Bajaj dealership at Vijayawada in 1999.With its aggressive expansion,
Varun Motors was soon referred to as the Varun Group.
Varun has a construction company Varsha Builders Pvt.Ltd through which it builds
its own showrooms and workshops. Varun has also engaged in various other diverse
businesses such as Varun Leasing, Varun Finance, Lakshmi Finance and
Communications. Varun today supports over 2500 families and boasts of extensive
network of showrooms, workshops, office buildings and residential apartments.

39

INFRASTRUCTURE:
HYDERABAD:
Showroom is situated in the prime locality of Begum pet main road with a
3500sft.space. And work shops are located in Begum pet and Balanagar prime
locations. Begum pet workshop is constructed with a space of 1500 sft. And
equipped with MUL trained mechanics. Balanagar work shop constructed with
3600sft. Built up area in 3 levels. It is situated just 6Kms away from showroom
having MUL trained mechanics and equipped with modern equipments.

VISAKHAPATNAM:
Showroom is situated in prime locality of siripuram with a 17000sft, space.
It is one of the biggest show room in Maruti dealership.
Workshops are located one in siripuram with 1700sft. Another in Gajuwaka admeasuring
2500sft. & equipped with MUL trained mechanics and most modern equipments.

Dealership Achievements:
The management practices at Varun complements the pursuit of perfection. The speed
of adaptation to change and commitment to growth largely boosted the operational
efficiency of the organization. Varun's Zero Defect approach that has driven it to upgrade
its operating systems continuously earned it the 180 certification and No.1 position in the
market. Behind the success of Varun Group lies the saga of team work, aggressive
marketing, dedication, discipline, higher levels of sensitivity towards customers and
excellent HR practices. Varun's immense focus on service and customer care blitzes the
competition whilst its showrooms and workshops are also top notch. For example,
Varun's Maruti showroom in Visakhapatnam is the largest showroom in India whilst
Varun's workshops are equipped with up to date technology, modern inventory and world
class facilities. Our Maruti dealership at Vijayawada is in an outstanding 3S facility.

40

Awards:
Our practices and performance have made us the largest automobile dealer in
A.P and one of the top dealers for Bajaj and Maruti in the country. Below are few
of our dealership achievements at the national level.
Varun Motors was awarded Maruti PLATINUM thrice consecutively for the past 3
years in Balanced Scorecard (Platinum award is the highest rated award in Maruti).
Adjudged Indias No.1 Maruti dealer in Balanced Scorecard in 2003-2004.
Our very successful best practices like Customer Education Meet, Exclusive Test Drive
Team and few other HR practices have been adopted by other dealerships across the
nation. Committed customer service got us the ISO 9001-2000 Certification.

Some of Other Strategies:

At Varun, the management interacts directly with customers, and communication
is seen across all levels of management. We keep enough stock for customers to
touch, feel and see.
Many innovative and flexible finance schemes are tailor made to make the products easily
available to all segments of customers. This is the main reason for highest sales in our
outlets and has also raised the affordability levels of customers. We focus more on service
than mere sales because we believe in getting back what we sow, and even more.

Varun's philosophy of serving the customer at his door step is the main reason
behind its expansion plan of workshops As the Indian economy is a 60%
agricultural economy, emphasis is given to rural marketing, mobile showrooms
and rural service centers with spares parts back up. Varun also has driving
schools. All services are under one roof, for ex: RTA, Insurance, extended
warranty, accessories, exchange and true value departments.

41

REVIEW OF LITERATURE
Satisfaction:
Satisfaction is a persons feelings of pleasure or disappointment resulting from
comparing a products perceived performance (out come) in relation to his or her
expectations.
As this 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.
Many companies are aiming for high satisfaction, because customers who are
just satisfied still find it easy to switch when less good offer comes along. Those
who are highly satisfied are much less ready to switch. High satisfaction or
delight creates an emotional affinity with brand, not just a rational preference.
The result is high customer loyalty.
Some of todays most successful companies are raising expectations and
delivering performances to match. These companies are aiming for TCS-Total
Customer Satisfaction.
Consumers from their expectations on the basis of messages received from
sellers, friends and other information sources.

42

Customer Satisfaction:
Customer Satisfaction may be defined as a qualitative measure where in a
customer experiences various degrees of satisfaction until the performance of
the product matches his expectations.
Customers satisfaction with a product depends on the products performance
relative to the buyers expectations. If the performance of the product falls short
of his expectations the customer is dissatisfied. If the performance of the product
matches his expectations the customer is satisfied. If the performance of the
product exceeds his expectations the customer is highly satisfied. Customer
Satisfaction can be achieved through quality, value and service.
For a customer-centered company customer satisfaction is both a goal as well as a major
factor in the companys success. Companies that achieve high customer satisfaction ratings
must make sure that their target customers come to know of it. The companies must realize
that highly satisfied customers produce several benefits to the company. They are fewer
prices sensitive and they remain customers for the longer period. They also talk favorably
to the others about the company and its product and services.

Although customer-centered firms seek to deliver a high level of customer

satisfaction than their competitors, they do not attempt to maximize the customer
satisfaction. A company can always increase customer satisfaction by lowering
the price and increasing its services. But this may result in lower profits. The
company may be able to increase profitability along with customer satisfaction by
improving its manufacturing or investing on the R & D.
Satisfaction is the customers fulfillment response. It is a judgment that a product
or service feature, or the product or service itself, provides a pleasurable level of
consumption-related fulfillment.
43

In less technical terms, we translate this definition to mean that satisfaction is the
customers evaluation of product or service in terms of whether that product or
service has met their needs and expectations. Failure to meet needs and
expectations is assumed to result in dissatisfaction with the product or service.
In addition to a sense of fulfillment in the knowledge that ones needs have been
met, satisfaction can also be related to other types of feelings, depending on the
particular context or type of service. For example, satisfaction can be viewed as
contentment more of a passive response that consumers may associate with
services they dont think a lot about or services that they receive routinely over
time. Satisfaction may also be associated with feelings of pleasure or services
that make the consumer feel good or associated with a sense of happiness. For
those services that really surprise the consumer in a positive way, satisfaction
may mean delight. And in some situations, where the removal of a negative leads
to satisfaction, the consumer may associate a sense of relief with satisfaction.
It is also important to recognize that although were tend to measure customer satisfaction at
a particular point in time as if it were static. Satisfaction is dynamic, moving target that may
evolve overtime. Influenced by a variety of factors. Particularly when product usage or the
service experience takes place over time, satisfaction may be highly variable depending on
which point in the usage or experience cycle one is focusing on. Similarly, in the case of very
new services or a service not previously experienced, customer expectations may be barely
forming at the point of initial purchase; these expectations will solidify as the process unfolds
and consumer begins to form his or her perception. Through the service cycle the consumer
may have a variety of different experiences some good, some not good-and each will
ultimately impact satisfaction.

44

What determines Customer Satisfaction?

Customer Satisfaction is influenced by specific product or service features and
by perceptions of quality as suggested. Satisfaction is also influenced by customers
emotional responses, their attributions, and their perceptions of equity.

Product and service features

Customer Satisfaction with a product or service is influenced by significantly by the
customers evaluation of product or service features. Research has shown that
customers of services will make trade-offs among different service features (for example,
price level versus quality versus friendliness of personnel versus level of customization),
depending on the type of service being evaluated and criticality of service.

Customer Emotion
Customers emotions can also affect their perceptions of satisfaction with
products and services. These emotions can be stable, preexisting emotions.

Attributions for Service success or failure

Attributions- the perceived causes of events influence perceptions of satisfaction
as well. When they have surprised by an outcome, consumer tend to look for the
reasons, and their assessments of the reasons can influence their satisfaction.

National Customer Satisfaction Indexes

Because of the importance of customer satisfaction to firms and overall quality of
life many countries have a national index that measures and tracks customer
satisfaction at a macro level. Many public policy makers believe that these
measures could and should be used as tools for evaluating the health of the
nations economy, along with traditional measures of productivity and price.
Customer Satisfaction indexes begin to get at the quality of economic output,
whereas more traditional economic indicators tend to focus only on quantity.
45

The American Customer Satisfaction Index (ACSI)

The ACSI, developed by researcher at the National Quality Research Center at the
University of Michigan, is a measure of quality of goods and services as experienced
by consumers. The measure tracks customer perceptions across 200 firms
representing all major economic sectors, including government agencies. For each
company approximately 250 interviews are conducted with current customers. Each
company receives an ACSI score computed from its customers perceptions of
quality, value, satisfaction, expectations, complaints, and future loyalty.

Customer Expectations of Service

Customer Expectations are beliefs about service delivery that functions as standards or
reference points against which performance is judged. Because customers compare
their perceptions of performance with these reference points when evaluating service
quality, through knowledge about customer expectations is critical to services marketers.
Knowing what the customer expects is the first and possibly most critical step in
delivering quality service. Being wrong about what customers want can mean expending
money, time, and other resources on things that do not count to the customer. Being
wrong can even mean not surviving in a fiercely competitive market.

Customer Perceptions
How customers perceive services, how they assess whether they have
experienced quality service, and whether they are satisfied.
Customers perceive services in terms of the quality of the service and how
satisfied they are overall with their experiences. These customer oriented terms
quality and satisfaction have been the focus of attention for executives and
researchers a like over the last decade or more. Companies today recognize that
they can compete more effectively by distinguishing themselves with respect to
service quality and improved customer satisfaction.
46

Satisfaction versus Service quality

Practitioners and writers in the popular press tend to use the terms satisfaction and
quality interchangeably, but researches have attempted to be more precise about the
meanings and measurements of the two concepts, resulting in considerable debate.
Consensus is growing that the two concepts are fundamentally different in terms of
their underlying causes and outcomes. Although the certain things in common,
satisfaction is generally viewed as a broader concept, whereas service quality
assessment focuses specifically on dimensions of service. Based on this view,
perceived service quality is a component of customer satisfaction.

Methods of measuring Customer Satisfaction

A companys tools for tracking and measuring Customer Satisfaction range from
Primitive to the sophisticated methods. Companies use following methods to
measure how much Customer Satisfaction they are creating.

Complaint & Suggestion Systems:

A customer centered organization would make it easy for its customers who deliver
suggestion and complaints. Many restaurants and hotels provides from guests to
report their likes and dislikes. Some companies establish customer hot line with tollfree numbers to maximize the ease with which customers can inquire, make
suggestions or complaints. This inform action flows provide this companies with
many good ideas and enable then to act more rapidly to resolve problems.

47

Customer Satisfaction Survey:

A company may not conclude that it can get a full picture of customer satisfaction and
dissatisfaction by simply running a compliant and suggestion system. Companies cannot
use complaint level as a measure of customer satisfaction. Responsive companies
obtain a direct measure of the customer satisfaction by conducting surveys. They send
questionnaires or make phone call to random sample of their recent customer to find out
how they feel about various aspects of the companys performance.

They will solicit buyers view on the competitors. Customer Satisfaction can be
measured in a number of ways.
It can be measured directly by asking indicate how satisfied you are with service
X on the following scale.
Highly Dissatisfied
Dissatisfied
Indifferent
Satisfied

Highly Satisfied
Respondents can be asked as well to rate how much they expected of a certain
attribute and also how much they expected it. (Derived Satisfied)
Another method is to ask respondents to list any problems they have had with
the offer and to list any improvements they could suggest. (Problem Analysis).
Finally, companies could ask respondents to rate various elements of the offer in
terms of the importance of each element and how well the organization
performed each element. (Importance, Performance rating).
The last method helps the company to know if it is under performing on
important elements and over performing on relatively unimportant elements.

48

While collecting customer satisfaction data it would be useful asking additional

questions to measure the customers repurchase intention. This will normally be
high if the customer satisfaction is high.
It would be useful to measure the likelihood or willingness to recommend the
company and brand to other persons. A high positive word or mouth score
indicates that the company is producing high customer satisfaction

Ghost Shopping:
Companies can hire persons to pose as potential buyers to report their findings on strong
and weak points they experienced in buying the companys and competitors product.

Lost Customer Analysis:

Companies should contact customers who have stopped buying or have
switched to another supplier to learn why this happened.

Satisfaction:
Satisfaction is a function of perceived performance and expectation. If the
performance matches the expectations the customer is satisfied. If the performance
exceeds the expectations the customer is highly satisfied and delighted. If the
performance does not match the expectations the customer is dissatisfied. Satisfaction
is a persons feelings of pleasure or disappointment resulting from comparing a products
perceived performance (out-come) in relation to his/her expectation. The link between
customer satisfaction and customer loyalty is proportional. The key to generating high
customer loyalty is to deliver high customer value. A companys value proposition is
much more than its positioning on a single attribute. Most of the successful companies
are raising expectations and delivering performances to match. These companies are
aiming for TCS Total Customer Satisfaction. Customer satisfaction is both a goal
and a marketing tool. Companies that achieve high customer satisfaction ratings make
sure that their target market is known.
49

Customer Satisfaction may be defined as a qualitative measure where in a

customer experiences various degrees of satisfaction until the performance of
the product matches his expectations.
Product & service features along with emotions of customer play a vital
role on level of satisfaction.
American Customer Satisfaction Index (ACSI), developed by researcher at
the National Quality Research Center at the University of Michigan, is a measure
of quality of goods and services as experienced by consumers.
Methods of measuring Customer Satisfaction are;
1 Complaint & Suggestion Systems
2 Customer Satisfaction Survey
3 Ghost Shopping
4 Lost Customer Analysis
The study is to find out the level of Customer Satisfaction on sales towards the
Maruti vehicle. And to find out the Satisfaction on the performance of Varun motors.

To find out this, I have done the survey.

Customer Survey: Finding out the customer satisfaction on sales towards

Maruti vehicle with reference to Maruti Suzuki Udyog Ltd.
Finding out the customer satisfaction on dealership performance
towards Varun Motors Ltd.
For this survey, I have prepared a questionnaire; through this I collected data
from customers.
Sample Size of survey is 100 consumers. By analyzing these questionnaires, I
found out the level of customer sales satisfaction on Maruti.
50

In this report, I explained the analysis of questionnaire through graphs and tables.

Methodology used in collection of data is;

1. Survey Research method
2. Primary source of Data
1 Questionnaires
2 Direct Interviewing
3. Secondary Source of Data
1 Text books
2 Internet
3 Newspapers
4 Magazines

5
1

METHODOLOGY
Data collection is most essential aspect of any research because the whole result
of research depends on the data and information hence, the methodology
adopted by me to collect the data final interpretation were through.

1. Survey Research:
This kind of research finds favor with almost all the social science researches. It
is one of the most popular methods of investigation, because a study of the
attributes and variables in relation to the population (The entire group of people,
inhabitants, items etcunder study) is easier and is more accurate.
Its suffers from a negligible magnitude of error. Now-a-days sample survey has
become an effective method for research. This is possible with the help of
personal interviews which are backed by questionnaires, direct oral observations.
Indirect oral observations and etc

2. Primary source of Data:

Meaning: Primary sources of data are the data which needs the personal efforts
to collect it and which are not readily available.
Primary sources of data are the other type of sources through which the data
was collected.

52

Following are few ways in which the data was collected:

1) Questionnaires: Its set of questions on a sheet of paper was being given
to the respondents of fill it, based on which the data was interpreted.
2) Direct Interviewing: Direct interviewing involved the process where I
asked the questions directly to the customers and got the feedback.

3. Secondary Source of Data:

Secondary sources are the other important sources through which the data were collected.

These are the readily available sources of the data where one had need not put
much effort to collect, because it is already been collected and part in an elderly
manner by some researchers, experts and socialites.

The secondary sources helpful for study were:

Text books like Marketing Management, Research Methodology, Advertisement
and Sales Promotion.
Internet was made use for the collection of the
data. Newspapers were also referred.
Business Magazines also referred.
Some journals were also referred.

53

4. Library Survey:
This was also undertaken for the collection of data. This type of research is
based on books like periodical, journals, documentations, and secondary data
etc which are available in the library.

5. Sample Size:
By using judgment Random Sampling Technique 100 respondents are selected for
the purpose of the study. Direct questionnaires are used to survey the customers.

6. Period of the Study:

The Study is undertaken in the month of 20th May 2010 to 8thth Jul 2010.

54

SURVEY ANALYSIS
SATISTICAL TOOLS
Data Collection
Data is collected with prepared questionnaire by arranging personnel interviews when
customers are taking their vehicle at the delivery counter in the Varun Motors showroom.

Data Analysis
Consider the manner of data collection adopted the study analyzed the data on a
qualitative basis by decipher in individual opinion various options collected from
respective respondents are analyzed separately.

Data Interpretation
The data collection from each and every user is analyzed and interpreted individually
then compared together and presented in the form of tables and charts. In each table the
total respondents for particular questions predicted among them. The alternative
answers were for the particular questions are traced. The high percentage of the answer
is taken has correct answer then the data for that answer has been analyzed.

55

MODEL OF THE CAR OWNED BY THE RESPONDENTS

The below table shows the all Maruti brand models, and table showing that
model of the car owned by the respondents.
S. No

Models

No. of Respondents Percentage

Maruti 800

19

19

Omni

04

04

Wagon R

07

07

Alto

32

32

Zen estilo

12

12

Swift

13

13

Swift Desire

09

09

SX-4

04

04

100

100%

Total No. of Respondents

56

Table: 1
Model of New Car Purchased
35

32

30
25
No. of

20

Respondents

15

19
12

10

13

0
Maruti
800

Omni

Wagon
R

Alto

Zen
estilo

Sw ift

Sw ift
Desire

SX-4

Model Name

Figure: 1

Interpretation:
From the above evident, we can say that most selling car in Maruti is Alto, having
the 32 respondents here. And next most selling vehicles are the Maruti800, Swift
& Zen Estilo, having 19, 13 & 12 respondents respectively. And next upcoming
vehicle is Swift Desire, having 09 respondents over here. Wagon R has only 07
respondents, and other models have less sales according to this study.

57

MODE OF AWARENESS OF THE RESPONDENTS

The below table shows the awareness of the respondents towards the Marutis brand.

S. No

Modes

No. of Respondents

Percentage

News papers

11

11

Magazines

23

23

Tv ads

19

19

Friends / Relatives

47

47

100

100%

Total No. of Respondents

Table: 2
5
8

Mode of awareness
50
40
No.of

30

47

Respondents 20
10

23

19

11

0
News
papers

Magazines

Tv ads

Friends /
Relatives

Mode

Figure: 2
Interpretation:
From the above chart, we observe that awareness is mainly from the friends/relatives
with 47% and then we see through magazines, T.V.ads and followed by news papers.

FEATURES THAT ATTRACTED THE RESPONDENTS

The below table shows the special features of Marutis brand cars that attracted
the respondents towards them.

S .No Crucial

No. of Respondents Percentage

Price

34

34

Mileage

53

53

Service

Brand Image

59

TotalNo.ofRespondents

100

100%

Table: 3
Figure: 3
6

Brand Image

Service
Mileage
Price
0

Interpretation:
From the above chart,
It is concluded that
34% of them say that
price is crucial, 53% of
them say mileage
and7% & 6% of them
say service and brand
image.

MAIN REASONS
FOR BUYING
MARUTI VEHICLE
The table below shows
that reasons that
specified by the
respondents for buying
Maruti vehicle only.

10

20

Reasons for
buying
Maruti
Fuel efficient

No. of
Respondents

Suits my
needs

Easy
Good for
maintenance Indian
Roads

76

55

88

68

Trust worthy

Trust
worthy

Fuel
efficient

79

68

79

Table: 4

Good for Indian

Easy maintenance

88

55

Suits my needs

76
0

10

20

30

40

50

60

60

70

80

90

100

Figure: 4

Interpretation:
From the above evident, we can say that most of the respondents said main reason is
Maruti vehicle is good for Indian roads. And also other main reason is Maruti trust
worthy. After this other reason is Maruti vehicle suits their needs. They also saying that
Maruti vehicle is fuel efficient. And also saying Maruti is easy maintenance vehicle.

INFLUENCE ON RESPONDENT FOR DECISION MAKING

The below table shows the how the influence changes the Decision making of
the respondents to purchase the vehicle.
S. No

Influenced

No. of Respondents

Yourself

48

48

Family

36

36

Friends

Advertisement

10

10

100

100%

Total No. of Respondents

Percentage

Table: 5
61

60
50

48
36

40

30
20
10
0

10

nt
e

s
ly

elf
o

ur

am

ti

Figure: 5
Interpretation:
From the above evident, we can say that 48% of them are influenced by them
self and 36% of them feel family play a vital role to purchase their vehicle.
And next followed by advertisement and friends.

RESPONDENTS FEELINGS ON QUALITY AND TECHNOLOGY

The below table shows that respondents level of satisfaction on the Marutis
quality and technology
S. No

No. of Respondents

Quality &
Technology
Very satisfied

78

78

Satisfied

19

19

Indifferent

03

03

Dissatisfied

00

00

100

100%

Total No. of Respondents

Percentage

Table: 6
62

Quality & Technology

78
80
70
60
50
40
30
20
10
0

No. of
Respondents

19
3
Very
satisfied

Satisfied

Indifferent

0
Dissatisfied

Level of Satisfaction

Figure:6
Figure: 6
Interpretation:
From the above evident, we can say that 78% of respondents are vert satisfied
with the Marutis quality & technology. And 19% of respondents are satisfied and
remaining 3% are indifferent. From this we can say that 97% are satisfied with
the quality and technology.

SATISFACTION LEVEL OF RESPONDENTS ON LUXURY & SPACIOUS

The below table shows that the level of satisfaction of the respondents on Luxury
and Spacious of Maruti vehicle
S. No

No. of Respondents

Luxury &
Spacious
Very satisfied

81

81

Satisfied

15

15

Indifferent

04

04

Dissatisfied

00

00

100

100%

Total No. of Respondents

Percentage

63

Table: 7

Luxury and Spacious

90
80
70
60
50
40
30

No. of
Respondents

81

15

20

10

0
Very
satisfied

Satisfied

Indifferent

Dissatisfied

satisfaction level

Figure: 7
Interpretation:
From the above evident, we can say that 81% respondents are very satisfied with
the Marutis Luxury and Spacious. And 15% of respondents are satisfied and
remaining 4% are indifferent. From this we can say that 96% are satisfied with
the quality & technology.

RESPONDENTS FEELING ON PRICE OF THE MARUTI VEHICLE

The below table shows that respondents feeling on the price of the Maruti
vehicle, that shows the satisfaction level of the respondents.

S. No

Price
1

No. of Respondents

High

Percentage

06

06

Price of MARUTI

37

60

57

50
40
No. of
Respondents

100%

30
20
10
0

57
37
6
High

Reasonable
Responces

Low

Figure: 8
Interpretation:
From the above evident, we can say that 57% respondents are saying that price
of Maruti is low, and 37% respondents are saying that price of Maruti is
reasonable and remaining 6% are saying that price is high. From this we can say
that 94% are saying that Maruti price is satisfied.

RESPONDENTS FEELING ON PRICE OF SPARE PARTS

The below table shows that respondents feeling on the price of spare parts of the
Maruti vehicle, that shows the satisfaction level of the respondents.
S. No

Spare parts Price No. of Respondents

1

High

Percentage

08

08

Price of Spare Parts

70
60
50
No. of

40

68

Respondents 30
20
10
0

24
8
High

Reasonable
Responces

Low

Figure: 9
Interpretation:
From the above evident, we can say that 68% respondents are saying that price of
spare parts of the Maruti is low, and 24% respondents are saying that price of spare
parts of Maruti is reasonable and remaining 8% are saying that price is high. From
this we can say that 92% are saying that Maruti price of spare parts is satisfied.

RESPONDENTS FEELING ON CONVENIENCY OF SERVICE NETWORK

The below table shows that respondents feeling on convenience of service
network of Maruti.
S. No
1

Service Network

No. of Respondents

Very convenient

78

Percentage
78

Service Network

No of
Respondents

80
70
60
50
40
30
20
10
0

78

21
Very
convenient

Moderate
convenient
Responces

1
Inconvenient

Figure: 10
Interpretation:
From the above evident, we can say that 78% respondents are saying that service network
of Maruti is very convenient, and 21% respondents are saying that service network of Maruti
is moderately convenient and remaining 1% are saying that inconvenient. From this we can
say that 99% are saying that Maruti service Network is convenient.

RESPONDENTS USE THE VEHICLE MOSTLY FOR

The below table shows that how respondents use their vehicle mostly and the
purpose of the vehicle has been purchased.
S. No
1

Car Used For

Office

No. of Respondents Percentage

44
44

Family

45

45

Long Drives

Shopping

100

100%

Total No .of Respondents

Table: 11

67

Shopping

Long Drives

Family

45

Office

44
0

10

20

30

40

50

Figure: 11
Interpretation:
From the above evident, It was observed that 44% of the respondents use there
vehicle for going to office, 45% of the respondents use there vehicle to take there family
out and 2% and 9% of the respondents use there vehicle for shopping and long drives.

RESPONDENTS EXPECTATIONS ON MARUTI VEHICLE

The table below shows that respondents expectations on Maruti vehicle to keep.
S. No
1

How Long You

Will Use
1-2 Years

No. of Respondents Percentage

5

2-4 Years

15

15

4-8 Years

68

68

8 Years & above

12

12

100

100%

Total No. of Respondents

Table: 12

68

80
70
60
50
40
30
20
10
0

68

15

12

5
1-2Yrs

2-4Yrs

4-8Yrs

8Yrs&Above

Figure: 12
Interpretation:
From the above evident it is observed that 5% and 15% of the consumers
keep their vehicle 1-2years and 2-4years respectively, and 68% and 12% of
consumers keep their vehicle for 4-8years and 8years & above .

FEELING OF THE RESPONDENTS WHILE DRIVING MARUTI

The below table shows that how respondents feel comfortable while driving the
Maruti vehicle.
S. No

Particulars

No. of Respondents

Percentage

More comfortable

20

20

Comfortable

68

68

Less comfortable

11

11

Un comfortable

01

01

69

Total No. of Respondents

100
Table: 13

Un comfortable

Less comfortable

Comfortable

More comfortable

100%

1
11
68

20

10

20

30

40

50

60

on brand cars.
the
tot
Figure: 13
al
Interpretation:
From above
evident, it is
observed that
20% of them feel
more
comfortable, 68%
of respondents
feel comfortable,
and 11% of them
feel less
comfortable.

per
for
ma
nce
of
the
Ma
ruti
veh
icle
wh
en
co

RESPONDENT mp
S OVERALL
air
VIEW ON
PERFORMANC ed
E OF MARUTI
to

The below table

the

shows how

oth

respondents feel er

70

80

S. No

70

Particulars

No. of Respondents

Percentage

Excellent

17

17

Good

59

59

Average

24

24

Below average

00

00

100

100%

Total No. of Respondents

Table: 14
Performance of Maruti
59

60
50
No of

40

Respondents

30

20

24

17

10
0

0
Excellent

Good

Average

Below
average

Figure: 14
Interpretation:
From above evident, we can say that 17% respondents feel
performance of the Maruti is excellent when compaired to
other brands, and 59%, & 24% of respondents feel good &
average

respectively. This

shows

that

satisfaction

of

respondents.

RESPONDENTS VIEW ON MILEAGE OF

MARUTI VEHICLE
The below table shows how respondents feel on mileage of
the Maruti vehicle when compaired to the other brand cars.
S. No

Particulars

No. of Respondents

Percentage

71

Excellent

20

20

Good

54

54

Average

26

26

Below average

00

00

100

100%

Total No. of Respondents

Table: 15

Below average

26

Average

Good

Excellent
20

54

1
0
2
0
3In
0

Figure: 15

te
4rp
0re
ta
5
ti
0

72

MATION ABOUT
SERVICE
OFFERED
The below table shows
that how respondents
get

information

regarding the service

offered by the company
to them.

S. No
1

Information
given
Yes

No. of Respondents Percentage

95

95

No

05

05

Total No. of Respondents

100

100%

Table: 16

No, 5
,

Yes, 95

Figure: 16

Interpretation:
From the above chart we observe that 95% of the
respondents feel that information regarding free service is
provided them

FEEDBACK ON DEALERSHIP FACILITY

The below table shows that the respondents feelings on the
VARUN MOTORS dealership facility.
S. No

Varun Dealership
Facility

No. of Respondents

Percentage

7
3

Outstanding

79

79

Acceptable

19

19

Average

02

02

Unacceptable

00

00

100

100%

Total No. of Respondents

Table: 17

Dealer Performance(VARUN)

No of
Respondents

80
70
60
50
40
30
20

79

10
0
Outstanding

19
Acceptable

Average

Unacceptable

Responces

Figure: 17
Interpretation:
From the above chart, we can say that 79% respondents
are given best ranking for varun motors dealership and
19% respondents are given good ranking that is accepting
and remaining 2% are saying that average.

DELIVERY TIME
The below table shows that the varun dealer has delivered
the vehicle at promised time or not.
7
4

S. No

On Time Delivery

No. of Respondents

Percentage

Yes

80

80

No

20

20

Total No. of Respondents

100

100%

Table: 18

80
80
60
40

20
20
0
Yes

No

Figure: 18

Interpretation:
From the above chart, it is observed that 80% of the respondents said that
vehicle is delivered on time and remaining 20% of the respondents are saying
that the vehicle is not delivered on time.
75

SALES EXECUTIVES ABILITY

The below table shows that the respondents acceptance on the sales executives
ability ti answer their questions.
S. No
1

Performance of Executives
Excellent

No. of Respondents Percentage

8
8

Good

62

62

O.K

23

23

7
100

7
100%

4
Poor
Total No. of Respondents

Table: 19

7
Poor

6
2

23

O.k
Good

8
Excellent
0

20

40

60

80

Figure: 19
76

Interpretation:
It is observed that 8% of the respondents feel that performance of executives
is excellent, 62% of the respondents said that performance of the executives is good,
23%the respondents are saying the performance of the executives is ok and
remaining 7% of the respondents said that performance of the executives is poor.

RESPONDENTS RECOMMENDATION VARUN MOTORS TO

OTHERS
The below table shows that whether the respondents are recommend the
VARUN MOTORS dealer to their relatives and friends.

S. No
1

Purchase/ Refer
Definitely

No. of Respondents Percentage

95
95

May Be

05

05

Never

00

00

100

100%

Total No. of Respondents

Table: 20
Recommend VARUN MOTORS to Others

May Be

Definitely

77

Figure: 20
Interpretation:
From the above chart it shows 95% of the respondents are ready to recommend
VARUN MOTORS to relatives and friends.

FINDINGS
1 We observe that awareness is mainly from the friends/relatives with 47%.
2 It is concluded that 34% of them say that price is crucial, 53% of
them say mileage.
3 Most of the respondents believe that Maruti is good
4 48% respondents take their own decisions and 36% through family members
5 78% people are very satisfied with quality and technology
6 Most of the people are very satisfied with luxury and spacious
7 57% respondents feel the price is very low, 68% of feel the price of spare
parts is less
8 78% respondents feeling on convenience of service network of Maruti.
9 45% respondents use their vehicle mostly and the purpose of the vehicle
has been purchased.
10 68% respondents expectations on Maruti vehicle to keep it for 4-8yrs
11 68% respondents feel comfortable while driving the Maruti vehicle.
12 59% respondents feel on the total performance of the Maruti
vehicle when compaired to the other brand cars.
13 95% respondents get information regarding the service offered by the
company to them.
14 79% respondents are given best ranking for Varun motors dealership
78

1 62% of the respondents said that performance of the executives is good

2 95% of the respondents are ready to recommend Varun Motors to
relatives and friends.

CONCLUSIONS
.
Most of the buyers are professionals and business people using the Maruti cars
Most of the respondents are saying that main reasons for buying Maruti are trust

Worthy and good for Indian roads.

About 97% of the respondents are satisfied with the quality & technology.
About 96% of the customers are satisfied with luxury & spacious.

About 94% the customers feel that the price of vehicle is affordable
99% of the respondents are highly satisfied with service network of Maruti.
. 45% of the respondents use there vehicle to take there family out and 44%
use for going to office.
Many of the Maruti car buyers are high middle class people, like to keep there
Vehicle 4years above. But professionals and business people like to
change there Vehicle after 2years.
Many of the respondents are satisfied with regard to mileage.
75% of the respondents are satisfied with overall performance of the vehicle
and 25% of the users are constant.
80% of the respondents said that the vehicle is delivering on time and 20% of
the respondents are not satisfied with vehicle delivery.
70% of the respondents said the performance of the executives was good,
23% of the respondents said ok.
79

95% of customers feel that they are getting information regarding free
service provided by the Maruti.
98% of the respondents are saying that VARUN MOTORS
performance is Outstanding.
Varun Motors are delivering the vehicle ay promised time.
All the respondents are saying that, they are willing to recommend the
Varun Motors dealer to others.

SUGGESTIONS
Maruti Company has to frame new strategies to gain all the potential customers.

Maruti dealers have to come up some potential activities, schemes and

offers to attract people.
Dealers should come up with ease in documentation for financing the customer.
Service advisers need training and motivate them.

Maruti has to improve the different promotional activities through effective

media.

80

QUESTIONNAIRE
Dear Sir,
I am the student of Mriet (J.N.T.U), conducting a survey on MARUTI in
twin cities. I would like to share some views and ideas with you.

Name :
Profession :
Address

1. Which model MARUTI car do you own?

M-800
()
Omni
()
Alto
()
Zen Estilo
()
Wagon-R
()
Swift
()
Swift Desire
()
A-star
()
SX-4
()
81

2.

How did you come to know about MARUTI cars?

Newspapers ( )
Magazines( )
TV ads ( )
Friends/Relatives ( ) Any other

3.

What attracted/prompted you to buy MARUTI among all other brands?

(Please rank)
Brand image ( )
Service network ( ) Price ( )
mileage ( )

4.

What are the features attracted you to buy the car you owning?(give the order of

preference 1-5)
my need ( )
( )

Suits
fuel efficient

Easy maintenance ( )Trust worthy ( )

Good for Indian roads ( )

5.

Who influenced in buying the car you own?

Your self ( ) Family ( )
Friends ( )
Advertisement ( )

6.

How do you feel on MARUTI quality and technology?

Very satisfied ( )
Satisfied ( ) Indifferent ( )
Dissatisfied ( )

7.

How do you feel about your MARUTI is luxury and spacious?

Very satisfied ( )
Satisfied ( )
Indifferent ( )
Dissatisfied ( )

8. Price of your MARUTI vehicle?

High ( )
Reasonable ( )
9.

Price of spare parts to your MARUTI?

High ( )
Reasonable ( )

10. Convenient of service network?

Very convenient ( )
Moderate convenient ( )
11. Main purpose of that you will use your car for?
Office ( )
Family ( )
Shopping ( )
12. How long you will use this vehicle?
1-2 Yrs ( )
2-4 Yrs ( )
8 Yrs & above ( )

Low ( )
Low (

Inconvenient (

Long drives (

4-8 Yrs (

82

13. How do you feel when you drive yours MARUTI car?
More comfortable ( )Comfortable ( )
Less comfortable ( )
Uncomfortable ( )
14. How do you rate the over all performance of the car compared to
others? Excellent ( ) Good ( ) Average ( )
below average ( )
15. Please rank the mileage of the car when compared to other
cars? Very good ( ) Good ( ) Average ( )
below average ( )

16. Do you get information about the free service offered by the company? from time
to time?
Yes ( )
No ( )
17. How do you feel on VARUN MOTORS dealership facility?
Outstanding ( )
Acceptable ( )
Unacceptable ( )

Average ( )

18. Is vehicle delivered on time?

Yes ( )
No ( )
19. How is the performance of the executives at the
dealership? Excellent ( ) Good ( ) O.K. ( )
Poor ( )
20. Based on your overall experience will you like to purchase or refer this
brand/dealer to any other person?
Definitely ( ) May Be ( ) Never (
)
21. Do you have any suggestions for the MARUTI as well as VARUN MOTORS
....................................................................................................................................
....................................................................................................................................

...........................................................................
83

BIBLIOGRAPHY
NAME OF THE BOOKS
1. C.R. Kothari Research methodology Methods & Techniques. 2\e Vishwa
prakashan. (2006).
2. Phillip Kotler Marketing Management 11\e Pearson. (2007).
3. Phillip Kotler Marketing Management 12\e & 13\e Pearson. (2008).
4. Kerin. Hartley & Rudelius: Marketing the Core. McGraw-Hill, Irwin. (2007).
5. Phillip Kotler and Kelvin Lane Marketing Management 12\e Pearson
Education (2007).
WEBSITES
1. Www.learn marketing.com
2. Www.maruti Suzuki.com
3. Www.gurusoftware.com
84

4. Www. Wikipedia.com
MAGAZINES
Business Today: Customer value, satisfaction, loyalty and switching costs:

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