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Business Research Methods

Project Report
On

A Study on CUSTOMER SATISFACTION OF TOYOTA


@ Bangalore

SUBMITTED TO
PROF. SMITA M. GAIKWAD

N.S.R.PRASANTH (FPB1517/048)
D.AISHWARIYA (FPB1517/060)
D.RAM CHARAN (FPB1517/080)
B.NAGA SAI (FPB1517/040)
K.MANASA (FPB1517/079)
A. PHANEENDRA (FPB1517/104)
SURAJIT.B (FPB1517/012)

GROUP-5
SECTION-B
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Business Research Methods

TABLE OF CONTENTS:
S.NO

CONTENTS

PAGE NO

1.

Executive summary

2.

Industry profile

4-5

3.

Company profile

4.

Company Background

5.

Problem statement

6.

Review of literature

10-11

7.

Research Methodology

12-14

8.

Data Analysis

15-29

9.

Findings

30

10.

Suggestions

31

11.

Conclusions

32

12.

Annexures

13.

Bibliography

7-8

33-38
39

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Business Research Methods


EXECUTIVE SUMMARY:
The automotive industry is a wide range of companies and organizations involved in the design,
development, manufacturing, marketing, and selling of motor vehicles. It is one of the world's most
important economic sectors by revenue. The automotive industry in India is one of the largest
automotive markets in the world. The company was founded by Kiichiro Toyoda in 1937. Toyota has
become the largest vehicle manufacturer in Japan with over 40% market share. The Vision of the
company is to delight our customers through innovative products, by utilizing advanced technologies
and services. Toyota is the first company to achieve six sigma strategy in automobile Industry. It
mainly depends on the customer satisfaction on their services to the customers. The products of
Toyota are designed for all categories of customers. Our survey is on customer satisfaction of Toyota
regarding its after sales-services to customers. Many customers according to our survey are happy
with the products and services offered by the Toyota Company. The customers are satisfied and the
reason for Toyota to hold the major share of automobile industry. It is holding the second place in
automobile industry along with General motors. Toyota Dealership is One Stop Shop for all vehicle
service needs Experience all services under one roof at our world class dealerships with world class
infrastructure. Toyota ensure complete peace of mind by providing assurance of repair / replacement,
within the period of 100,000km / 3years, whichever is earlier this shows the better services they are
providing to the customers. According to the survey most of the sales are due to its brand image that
the company has created in the market. It very important for car manufacturers to measure the
willingness of existing customers to recommend it to others. In our survey over 64% agreed to
recommend the Toyota products for the others and where word of mouth is good sign for increase of
their sales in the market. Over 68% are satisfied with the services that the Toyota is providing to the
existing customers. Many customers suggested that the mileage is the main leaking factor and
company should concentrate to develop it more effectively for them. The average rating out of 5 was
3.75 for the services, performance and satisfaction of the products. Quality is ensured in every vehicle
that rolls out of Toyota Kirloskar Motor, through in-built audits at every process of the system.

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Business Research Methods

INDUSTRY PROFILE:
The automotive industry is a wide range of companies and organizations involved in the design,
development, manufacturing, marketing, and selling of motor vehicles. It is one of the world's most
important economic sectors by revenue. The automotive industry does not include industries
dedicated to the maintenance of automobiles following delivery to the end-user, such as automobile
repair shops and motor fuel filling stations. The automotive industry began in the 1890s with
hundreds of manufacturers that pioneered the horseless carriage. For many decades, the United
States led the world in total automobile production. In 1929 before the Great Depression, the world
had 32,028,500 automobiles in use, and the U.S. automobile industry produced over 90% of them.
At that time the U.S. had one car per 4.87 persons. After World War II, the U.S. produced about 75
percent of world's auto production. In 1980, the U.S. was overtaken by Japan and became world's
leader again in 1994. In 2006, Japan narrowly passed the U.S. in production and held this rank until
2009, when China took the top spot with 13.8 million units. With 19.3 million units manufactured
in 2012, China almost doubled the U.S. production, with 10.3 million units, while Japan was in
third place with 9.9 million units. From 1970 (140 models) over 1998 (260 models) to 2012 (684
models), the number of automobile models in the U.S. has grown exponentially.

Source: Wikipedia

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The automotive industry in India is one of the largest automotive markets in the world. It was
previously one of the fastest growing markets globally, but it is currently experiencing flat or
negative growth rates. In 2009, India emerged as Asia's fourth largest exporter of passenger cars,
behind Japan, South Korea, and Thailand, overtaking Thailand to become third in 2010. As of 2010,
India was home to 40 million passenger vehicles. More than 3.7 million automotive vehicles were
produced in India in 2010 (an increase of 33.9%), making India the second fastest growing
automobile market in the world (after China). India's passenger car and commercial vehicle
manufacturing industry recently overtook Brazil to become the sixth largest in the world, with an
annual production of more than 3.9 million units in 2011. From 2011 to 2012, the industry grew 1618%, selling around three million units. According to the Society of Indian Automobile
Manufacturers, annual vehicle sales are projected to increase to 4 million by 2015, not 5 million as
previously projected. In 2011, there were 3,695 factories producing automotive parts in all of India.
The average firm made US$6 million in annual revenue with profits close to US$400 thousand.

Source: Wikinvest/images

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Business Research Methods


COMPANY PROFILE:
The company was founded by Kiichiro Toyoda in 1937 as a spinoff from his father's company Toyota
Industries to create automobiles. Three years earlier, in 1934, while still a department of Toyota
Industries. Rising from the ashes of industrial upheaval in post-war Japan, Toyota has become the
largest vehicle manufacturer in Japan with over 40% market share. Toyota began to make inroads
into foreign markets in the late 1950s. The first Crown models arrived in the USA in 1957, and by
1965, with models such as the Corolla, Toyota began to build its reputation and sales to rival those of
domestic producers. The first Toyota imported into Europe was via Denmark in 1963. Toyota has
continued to grow in Europe's sophisticated and complex market, and in 2000 the company delivered
its ten millionth car to a customer in Germany.

VISION:

Delight our customers through innovative products, by utilizing advanced technologies and
services.
Ensure growth to become a major player in the Indian auto industry and contribute to the
Indian economy by involving all stakeholders.
Become the most admired and respected company in India by following the Toyota Way.
Be a core company in global Toyota operations.

MISSION:

Practice ethics and transparency in all our business operations.


Touch the hearts of our customers by providing products and services of superior quality at a
competitive price.
Cultivate a lean and flexible business model throughout the value chain by continuous
improvement.
Lead the Toyota global operations for the emerging mass market.
Create a challenging workplace which promotes a sense of pride, ownership, mutual trust
and teamwork.
Create an eco-friendly company in harmony with nature and society.
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Company background:
Name

: Toyota Motor Corporation

Logo
Industries served

: Automotive

Geographic areas served

: Worldwide

Headquarters

: Japan

Current CEO

: Akio Toyoda

Main competitors

: General Motors Company,


: Honda Motors Company,
: Tata Motors ltd,
: Nissan Motors.

.
Employees

: 3, 33,500 (2015)

Profit

: INR 529 Cr.

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MILESTONES IN COMPANY HISTORY:
1933 - Automobile department established within textile loom maker Toyoda Automatic Loom
Works -- now Toyota Industries Corp -- founded by inventor Sakichi Toyoda
1935 - First vehicle, the Model G1 truck, built. First Toyota dealership established
1936 - Production starts of its first car, the Model AA
1962 - First overseas vehicle plant, in Brazil
1964 - First Asian vehicle plant outside Japan, in Thailand
1989 - Toyota launches luxury Lexus brand in North America
1997 - Prius, the first mass-produced hybrid car, launched
1999 - 100 millionth Toyota vehicle produced in Japan
2001 - Toyota takes majority stake in truck maker Hino Motors Ltd
2003 - Toyota makes 6.78 million vehicles and overtakes Ford Motor Co in annual sales to become
world No.2 behind General Motors
2005 - Toyota takes minority stake in Fuji Heavy Industries, maker of Subaru cars, for cooperation
in vehicle technology development and use of its U.S. factory
PRODUCTS:

Toyota Etios Liva

Toyota Etios

Toyota Innova

Toyota Corolla Altis

Toyota Fortuner

Toyota Camry

Toyota prius

Toyota Land Cruiser Prado


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Problem Statement:
Title of the project is Customer satisfaction on Toyota Company.
The automobile industry today is the most profitable industry in the economy. A car is one of the
most significant purchases that an Indian household makes. It is true fact that if you are satisfied,
you recommend your car to others, here word of mouth and customer satisfaction plays a crucial
role in determining the market perception about an automobile. So it is very important for car
manufacturers to measure the willingness of existing customers to recommend it to others.
The factors under consideration that influence the buying decision of a consumer would be:

Price

Income of the consumer

Features in the car

Safety standard

Warranty scheme

Finance facility

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REVIEW OF LITERATURE:
1. Customer satisfaction by Fleming and Asplund, 2007
Build strong customer connections produce enhanced financial benefits,

a more complete

view of customer requirements is needed, which incorporates an understanding of the


emotional dimensions of customer commitment

2. Magi, 2008
Satisfaction does have a modest effect on primary store customer share, as predicted; this
effect is moderated by shopper characteristics. Specifically, satisfaction is clearly a more
important determinant of customer share for consumers with a low economic orientation than
for consumers with a high economic orientation

3. Chikwe, 2009
Turnover rate can
and lose employees

be

briefly described

as

how

fast

the

employers

recruit

4. Hirschl, Konrad et al. 2001


For more than a decade now, a range of studies that address environmentally sound
consumer

behavior, e.g. car use, waste sorting, minimization and recycling practices, have

been conducted. However, few studies evaluated consumer acceptance of the PSS concept
a consumption based on non-ownership of physical products, see, for example, studies on car
sharing schemes

5. Parasuram 2002
A great variety of methods and frameworks for understanding and evaluating consumer
acceptance and satisfaction are used in different disciplines. The study has discussed the
following frameworks: Kano model of customer satisfaction, the Innovation diffusion of
Rogers, the service quality model of Grnsroos, and SERVQUAL model.

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6. Mont and Plepys, 2003
In these theories, other than income or budget constraints, cultural, social and institutional
factors are included as determinants of consumer behavior. Nevertheless, also these
economists tend to study consumer behavior as individual behavior isolated from other
consumers

7. Elias et al. 2008


Defining use characteristics is not a classical task for designers. Nevertheless, methods exist
to refine users' profiles: marketing potential target definition, monitoring of the existing user's
behavior, use-based questionnaires or interviews

8. Hollins 2007
Not understanding customer requirements is the main cause of service failure

9. Singh. S (2008)
Empirically studies the customer services of Toyota in terms of level of customer service and
satisfaction determined by brand, location, design, variety of services rates and changes,
systems procedures etc. The study concludes that staff behavior is very polite and services are
provided even in the late hours

10. Six sigma by Sheldrake 2002


At the operational level, Six Sigma builds on a set of well-established traditional methods
and tools, as well as new techniques for setting priorities on improvement and for measuring
the monetary benefits; these new tools have to ensure that the additional objective of
profitability improvement can be achieved.

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RESEARCH METHOLOGY:

Title:
Customer Satisfaction of TOYOTA.

Objective:
1. To examine the satisfaction of customers who are using TOYOTA cars.
2. To analyze whether customers are satisfied by the service after sales of TOYOTA
Company.

Hypothesis:
1.

H0 - Customers are not satisfied by the service after sales of TOYOTA Company.
H1 - Customers are satisfied by the service after sales of TOYOTA Company.

2.

H0 - General Servicing by TOYOTA at any service center can be done in 2 days.


H1- General Servicing cannot be done within in 2 day at their service center.

Data collection:
Data collection is the process of gathering and measuring information on targeted variables in an
established systematic fashion, which then enables one to answer relevant questions and evaluate
outcomes. The data collection component of research is common to all fields of study including
physical and social sciences, humanities and business. While methods vary by discipline, the
emphasis on ensuring accurate and honest collection remains the same. The goal for all data
collection is to capture quality evidence that then translates to rich data analysis and allows the
building of a convincing and credible answer to questions that have been posed.

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Business Research Methods

Importance of data collection:


Regardless of the field of study or preference for defining data (quantitative or qualitative), accurate
data collection is essential to maintaining the integrity of research. Both the selection of appropriate
data collection instruments (existing, modified, or newly developed) and clearly delineated
instructions for their correct use reduce the likelihood of errors occurring.

A formal data collection process is necessary as it ensures that data gathered are both defined and
accurate and that subsequent decisions based on arguments embodied in the findings are valid. The
process provides both a baseline from which to measure and in certain cases a target on what to
improve.

Types of data collection:


Generally there are two types of data collection and they are
1. Primary data:
Primary research consists of a collection of original primary data collected by the researcher.
It is often undertaken after the researcher has gained some insight into the issue by reviewing
secondary research or by analyzing previously collected primary data. It can be accomplished
through various methods, including questionnaires and telephone interviews in market
research, or experiments and direct observations in the physical sciences, amongst others. The
distinction between primary research and secondary research is crucial among marketresearch professionals. With the helping of qualtrics, emails, telephonic interviews we collect
primary data.
2. Secondary data:
Secondary data, is data collected by someone other than the user. Common sources of
secondary data for social science include censuses, organizational records and data collected
through qualitative methodologies or qualitative research. Primary data, by contrast, are
collected by the investigator conducting the research.

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Limitation of study:
The limitations of the study are those characteristics of design or methodology that impacted or
influenced the interpretation of the findings from your research. They are the constraints on
generalizability, applications to practice, and/or utility of findings that are the result of the ways in
which you initially chose to design the study and/or the method used to establish internal and external
validity. Our research limited in Hyderabad, Madhya Pradesh, Bangalore.

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Question-1:
What is your age profile?

Table-1:

AGE

Frequency
Valid

Percent

Valid Percent

Cumulative Percent

20-30

37

74.0

74.0

74.0

30-40

16.0

16.0

90.0

40-50

8.0

8.0

98.0

50>

2.0

2.0

100.0

Total

50

100.0

100.0

Source: Questionnaire
AGE
AGE
37

8
4
1
20-30

30-40

40-50

50>

INTERPRETATION: In the above table there are 74% in 20-30 years age group, 16% in 30-40
year age group, 4% in 40-50 age group and 2% in above 50 age group.
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Question -2:
What is your annual income?

Table-2:
INCOME
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

3-5

24

48.0

48.0

48.0

5-7

18.0

18.0

66.0

7-9

10.0

10.0

76.0

9>

12

24.0

24.0

100.0

Total

50

100.0

100.0

Source: Questionnaire
30
25
20
15
10
5
0
3-5 LAKHS

5-7 LAKHS

7-9LAKHS

9> LAKHS

INCOME

INTERPRETATION: In the above table there are 48% incomes under 3-5 lakhs, 18% income
comes under 5-7lakhs, 10% income comes under 7-9lakhs and 24% above 9lakhs.
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QUESTION: 3
What do you like in your car?
Table-3:
LIKE
Cumulative
Particulars

Frequency

Percent

Valid Percent

Percent

COMFORT

18

36.0

36.0

36.0

MILEAGE

18.0

18.0

54.0

PERFORMANCE

14

28.0

28.0

82.0

STYLE

18.0

18.0

100.0

Total

50

100.0

100.0

SOURCE: Questionnaire
Like

Like

20

15

10

0
Comfort

Mileage

Performance

Style

INTERPRETATION: Out of 50 people 19 people likes comfort 14 people likes performance and
9 people likes mileage and style.

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QUESTION: 4
Reason for choosing TOYOTA car?

Table-4:

REASON

Cumulative
Particulars

Frequency Percent

Valid Percent Percent

BRAND IMAGE

23

46.0

46.0

46.0

FRIENDS ADVICE 15

30.0

30.0

76.0

ADVERTISEMENT 3

6.0

6.0

82.0

OTHER MEANS

18.0

18.0

100.0

Total

50

100.0

100.0

Source: Questionnaire

Brand image

Friends advice

Advertisement

other sources

INTERPRETATION: Out of 50 people 23 people choose because of brand image 15 people choose
based on friends advice 3 people choose by seeing advertisement and 9 people choose based up on
other sources.
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Question-5:
How often do you use your car?
Table-5:

USE
Frequency

Percent

Valid Percent

Cumulative
Percent

DAILY

28

56.0

56.0

56.0

ONCE IN A WEEK

16

32.0

32.0

88.0

ONCE IN A MONTH

4.0

4.0

92.0

RARELY

8.0

8.0

100.0

Total

50

100.0

100.0

Source: Questionnaire

USE
30

28

25
20
16
15
10
4

0
DAILY

ONCE IN A WEEK

ONCE IN A MONTH

RARELY

Frequency

Interpretation: From the above table we can interpret that 56% of respondents use the car daily
whereas 32% of respondents use the car once in a week and 8% of respondents rarely and 4% of
respondents use once in a month.
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Question-6:
Did you ever feel bad about your decision of buying your car?
Table-6:
Decision
Frequency

Percent

Valid Percent

Cumulative
Percent

YES

4.0

2.0

2.0

NO

48

96.0

96.0

98.0

TOTAL

50

100.0

100.0

100.0

Source: Questionnaire
DECISION
60
50
40
30
20
10
0
YES

NO

TOTAL
FREQUENCY

Interpretation: From the above table we can interpret that 4% of respondents felt bad in buying
the car whereas 96% of respondents doesnt felt bad in buying the car.
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Question-7:
How does your car perform?
Table-7:
PERFORMANCE

Frequency Percent Valid Percent

Cumulative
Percent

EXTREMELY
WELL

13

26.0

26.0

26.0

VERY WELL

35

70.0

70.0

96.0

4.0

4.0

100.0

50

100.0

100.0

NOT SO WELL
Total

Source: Questionnaire

PERFORMANCE
60
50
50
40

35

30
20

13

10

0
EXTREMELY WELL

VERY WELL

NOT SO WELL

NOT WELL AT ALL

Frequency

Interpretation: From the above table we can interpret that performance is very well for 70% of
respondents whereas 26% of respondents felt that performance is extremely well and 4% of
respondents are not so well with the performance of car.
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Question: 8
When do you feel the enjoyment in riding your car?

Table -8:
ENJOYMENT
Cumulative
Particulars

Frequency

EVERY RIDE

Percent

Valid Percent

Percent

18.0

18.0

18.0

IN CITIES

10

20.0

20.0

38.0

AT HIGHWAYS

30

60.0

60.0

98.0

2.0

2.0

100.0

50

100.0

100.0

OFF ROAD
Total

SOURCE: Questionnaire

Enjoyment

every ride

in cities

at highways

off road

INTERPRETATION: Out of 50 people 30 people prefers at highways 10 people prefers in cities 9


people prefers every ride and 1 prefer off road.
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Question: 9
Overall how satisfied are you with your car?

Table-9:
SATISFACTION
Cumulative
Particulars

Frequency

Percent

Valid Percent Percent

DELIGHTED

12

24.0

24.0

24.0

VERYMUCH SATISFIED

31

62.0

62.0

86.0

SOMEWHAT SATISFIED

14.0

14.0

100.0

Total

50

100.0

100.0

SOURCE: Questionnaire

Satisfaction

delighted

very much satisfied

some what satisfied

not well satisfied

INTERPRETATION: Out of 50 people 31 people were highly satisfied 12 people were delighted
and 7 people were somewhat satisfied.

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QUESTION: 10
Based on your experience with your car, would you recommend this car to your friends?

Table-10:
RECOMMEND
Cumulative
particulars

Frequency

Percent Valid Percent Percent

DEFINITELY

32

64.0

64.0

64.0

SOMETIMES

17

34.0

34.0

98.0

NO

2.0

2.0

100.0

Total

50

100.0

100.0

SOURCE: Questionnaire

Recommend
35
30
25
20
15
10
5
0
Definitely

Sometimes
Frequency

No
Column1

INTERPRETATION: Out of 50 people 32 will definitely recommend 17 people may sometimes


recommend and 1 people does not recommend to friends.

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Question-11
Based on your awareness, how would you compare the car with other brands?
Table-11:

Comparision

Cumulative
Frequency

Percent

Valid Percent

Percent

EXCELLENT

16.0

16.0

16.0

VERYGOOD

25

50.0

50.0

66.0

GOOD

17

34.0

34.0

100.0

Total

50

100.0

100.0

Source: Questionnaire

COMPARISION
FREQYENCY
30
25
25
20

17

15
10

5
0
EXCELLENT

VERYGOOD

GOOD

INTERPRETATION: From the above table we can interpret that 50% of respondents felt that their

car is very good whereas 34% of respondents felt that their car is good and 16% of respondents felt
that their car is excellent when compared to other brand cars.
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Question-12:
How satisfied are you with the services of TOYOTA?
Table-12:
Services
Frequency

Percent

Valid Percent

Cumulative
Percent

VERYMUCH SATISFIED

12

24.0

24.0

24.0

SATISFIED

34

68.0

68.0

92.0

NEUTRAL

8.0

8.0

100.0

50

100.0

100.0

Total

Source: Questionnaire

Services
40
30
20
10
0
VERY MUCH SATISFIED

SATISFIED
FREQUENCY

NEUTRAL

Interpretation: From the above table we can interpret that 68% of respondents are satisfied with
services of Toyota whereas 24% of respondents are very much satisfied and 4% are neutral with the
services of Toyota.

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Question-13:
In how many days do you get your car serviced after giving it in the servicing center?
Table-13:
DURATION
Frequency

Percent

Valid Percent

Cumulative
Percent

30

60.0

60.0

60.0

14

28.0

28.0

88.0

10.0

10.0

98.0

MORETHAN 7

2.0

2.0

100.0

50

100.0

100.0

Total

Source: Questionnaire
DURATION
35
30
25
20
15
10
5
0
2

>7

FREQUENCY

Interpretation: From the above table we can interpret that 60% of respondents says that it takes
2days to get car serviced whereas 28% of respondents says that it takes 4days to get car services

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and 10% of respondents says it takes 7days and 2% of respondents says it takes more than 7days to
get car serviced.

Question -14:
Overall how will you rate the TOYOTA Company? (Out of 5)

Table-

14:

RATING
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

16.0

16.0

16.0

32

64.0

64.0

80.0

10

20.0

20.0

100.0

Total

50

100.0

100.0

Source: Questionnaire
RATING
35

NO.OF PEOPLE

30
25
20
15
10
5
0
5

RATING

INTERPRETATION: Out of 50 people 32 people rated with 4 and 10 people with 3 and 8 people
rated 5 on 5 where the satisfaction is more. Therefore customers are satisfied with the services.
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Question-15:
Suggest any improvements that should be done in the cars and for services provided By
TOYOTA Company?

One of the problem that hinders have the excessive marketing of Toyota products would be
the high cost. I am familiar with the use of Innova and corolla. I havent had any complaints
with them.

They should work on the interior design through the seating comfort is good there can be
improvements/modifications done in the interior decorations.

To concentrate further on appearance and style.

With quality improvements in the mid-range variants and services for vehicle.

Improve style.

Safety features to be enhanced.

Style and more interior style options.

To improve the safety features by increasing the gauge of the sheet metal used.

Provide 5-10 years buyer to buyer insurance by the company itself.

Could have better mileage on Indian roads and better resale value, which is important in
Indian these roads.

The boot space to be increased and modular option can be given to long distance travelers.

Improve style and looks and to improve more sporty looking models.

Change the features and model.

If car moves more than 120 KMPH, its not performing smoothly. So better reduce that
problem.

Suggest to increase the mileage capacity.

The service which is provided by company should be extended for at least 2years.

Cost of cars to be reduced so that even middle class people also can afford.

Source: Questionnaire
INTERPRETATION: customers are well satisfied with services and the mileage and model
of the products need to be change.
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FINDINGS
1. Survey says that maximum number of respondents are between the age group of 20-30 years
i.e.74%.

2. Respondents are more whose annual income is in-between 3-5 lakhs i.e. 48%.
3. Customers like the car for comfort and its performance.36% of respondents like for its
comfort whereas 28% of respondents for its performance.

4. Most of the respondents prefer this car for its brand image i.e. 46% whereas 30% of the
respondents prefer by friends advice.

5. From the survey, 56% of respondents use the car daily whereas 32% of respondents use the
car once in a week.

6. 96% of respondents felt good about their decision of buying the car where as 4% of them
felt bad for buying the car.

7. Performance of car is very well but not extremely well. 70% of customers says very well
where as 26% of them says extremely well.

8. 60% of respondents enjoy riding the car at highways whereas 20% in cities and 18% of
respondents in every ride.

9. 62% of respondents are very much satisfied with car whereas 24% of respondents are
delighted about the car.

10.Through the experience, most of respondents definitely recommend the car to their friends
i.e. 64% and 34% of them recommend the car at some point of time.

11.Through the awareness of respondents 50% of them says very good by comparing with other
brands and 34% of them says well about the brand.

12.68% of respondents are satisfied with services of Toyota whereas 24% of respondents are
very much satisfied with services provided by Toyota.

13.Duration of car serviced was 2-4days but not more than 7days. From the survey 60% of
respondents says that the car would be serviced within 2days and 28% of them says 4days.

14.64% of respondents has given the rating 4 out of 5 whereas 20% of them has given the
rating 3 out of 5.

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SUGGESTIONS/RECOMMENDATIONS:

One of the problem that hinders have the excessive marketing of Toyota products would be
the high cost. I am familiar with the use of Innova and corolla. I havent had any complaints
with them.

They should work on the interior design through the seating comfort is good there can be
improvements/modifications done in the interior decorations.

To concentrate further on appearance and style.

With quality improvements in the mid-range variants and services for vehicle.

Steering can be improved.

Improve style.

Safety features to be enhanced.

Style and more interior style options.

To improve the safety features by increasing the gauge of the sheet metal used.

Provide 5-10 years buyer to buyer insurance by the company itself.

Could have better mileage on Indian roads and better resale value, which is important in
Indian these roads.

The boot space to be increased and modular option can be given to long distance travelers.

Improve style and looks and to improve more sporty looking models.

Can be more economical. Overall satisfied with the car.

Need more space into car.

Changes in feature and model.

Music system should be added.

Improve the quality of AC.

Make it more comfortable.

Interior design can be better,

Toyota is already best in class.

Performance is better.

Interior design was good.

Booking time and colors should be improved.


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CONCLUSIONS:
The purpose of this research was to find out:
a) The customer satisfaction of customers using Toyota Company Cars.
b) The customer satisfaction of the services provided by the Toyota Company.
In order to achieve this objective, there was a survey conducted with a sample size of 50 customers
and their views were analyzed. Finally the when the framework of the research was established and
all necessary data was collected we got a sufficient that for our analysis. This analysis gave us all
information that was required in order to answer the research problem. All the conclusion from this
research are provided below.
The result of the research gave us a clear view on the level of satisfaction the Toyota Company
provided to this customers. It provides the necessary needs of the customers and also provides good
services. Statistical measure (i.e. Chi square) used further quantifies our findings and suggests that
the customers are very much satisfied with the cars as well as the after sales services provided by the
Toyota Company. This survey also points out the customer behavior i.e. they enjoy the ride of the
car in highways. It also gives the reviews of the customer to the Company for their future
development.
In conclusion our alternative hypothesis (H1) stands true. Customers are satisfied with the after sales
services provided by the company.

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ANNEXURES
ANNEXURE- 1
QUESTIONNAIRE
Customer satisfaction on TOYOTA Company:
Note: We the students from IBA College (Bangalore), here by assure you that this

questionnaire

is used only for our academic purpose.


Name:

Phone Number:

1) What is your age profile?


A) 20-30 Years

B) 30-40 Years

C) 40-50 Years

D) 50 Years and above

2) What is your annual income?


A) 3-5 lakhs

B) 5-7 lakhs

C) 7-9 lakhs

D) Above 9 lakhs

3) What do you like in your car?


A) Comfort

B) Mileage

C) Performance

D) Style

4) Reason for choosing TOYOTA car?


A) Brand image

B) Friends advice

C) Advertisement

D) Other sources

5) How often do you use your Car?


A) Daily

B) Once in a week

C) Once in a month

D) Rarely

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6) Did you ever feel bad about your decision of buying your car?
A) Yes

B) No

7) How does your car perform?


A) Extremely well B) Very well C) Not so well D) not well at all

8) When do you feel the enjoyment in riding your car?


A) Every ride

B) In Cities

C) At Highways

D) Off road

9) Overall how satisfied are you with your car?


A) Delighted

B) Very much Satisfied

C) Somewhat Satisfied

D) Not at all satisfied

10) Based on your experience with your car, would you recommend this car to your
A) Definitely

B) Sometimes

friends?

C) No

11) Based on your awareness, how would you compare the car with other brands?
A) Excellent

B) Very Good

C) Good

D) Bad

12) How satisfied are you with the services of TOYOTA?


A) Very much satisfied
D) Not satisfied

B) Satisfied

C) Neutral

E) Very much unsatisfied

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13) In how many days do you get your car serviced after giving it in the
Servicing center?
A) 2 days

B) 4 days

C) 7 days

D) More than 7 days

14) Overall how will you rate the TOYOTA Company (least is 1 and highest is 5)?
A) 5

B) 4

C) 3

D) 2

E) 1

15) Suggest any improvements that should be done in the cars and for services provided
By TOYOTA Company?

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ANNEXURE- 2
MASTER CODING SHEET

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BIBLOGRAPHY:

WWW.EBSCOHOST.COM
WWW.WIKIPEDIA.COM
WWW.TOYOTABHARAT.COM
WWW.QIMACROS.COM
WWW.DIGITALSCHOLARSHIP.UNIV .EDU
WWW.IME.CALYPOLY.EDU
WWW.SLIDESHARE.NET
WWW.CARWALE.COM
WWW.NISTADS.RES.IN
https://www.researchgate.net/publication/252184772_Customer_satisfaction_review_of_liter
ature_and_application_to_the_product-service_systems

https://www.aist-riss.jp/old/lca/ci/activity/project/sc/report/030319_document/S2-1Mont.pdf

https://www.researchgate.net/publication/285630170_Utilitarian_and_Hedonic_Values_Affe
ct_Brand_Switching_Consumer_Satisfaction_as_Moderator

http://www.seiofbluemountain.com/upload/product/200911/2009scyxhy08a3.pdf

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