A

Project Report On

CUSTOMER SATISFACTION TOWARDS SALES AND SERVICES OF

MARUTI SUZUKI
Project Report Submitted to

Savitribai Phule Pune University

In Partial Fulfillment of Requirement for the Award of

MBA (Marketing)

By

Shahbaz Pathan

Under the guidance of

Ms. Mansi Khadke

Sinhgad Institute of Business Administration and Research.

2016-2018
 CERTIFICATE

This is to certify that Shahbaz Shabbir Pathan student of SINHGAD INSTITUTE

OF BUSINESS ADMINISTRATION & RESEARCH, Pune has completed his field work
report at Kataria Motors on the topic of CUSTOMER SATISFACTION TOWARDS
SALES AND SERVICES OF MARUTI SUZUKI and has submitted the field work report
in partial fulfillment of MBA( Marketing ) of the UNIVERSITY OF PUNE for the academic
year 2017-18.

He has worked under our guidance and direction. The said report is based on bonafide
information.

Project Guide Director

Ms. Mansi Khadke Prof.Avadhoot D.Pol

Date:-

Place:-
 Sinhgad Institute of Business Administration and Research, Kondhwa
(Bk.), Pune

Institution Approval Letter

Summer Internship Program

Mr./Ms. Shahbaz Shabbir Pathan of batch 2016-2018 is granted permission by the

institute to do the Summer Internship Project titled CUSTOMER SATISFACTION

TOWARDS SALES AND SERVICES OF MARUTI SUZUKI at Kataria Motors during

29-06-19 to 30-08-2017.

Project Guide Director

Ms. Mansi Khadke Prof.Avadhoot D.Pol

Place: Pune

Date:
 SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION
AND RESEARCH, KONDHWA (BK)

DECLARATION

I hereby declare that the project titled To study CUSTOMER SATISFACTION

TOWARDS SALES AND SERVICES OF MARUTI SUZUKI is an original piece of
research work carried out by me under the guidance and supervision of Ms. Mansi Khadke.
The information has been collected from genuine & authentic sources. The work has been
submitted in partial fulfillment of the requirement of MBA (Marketingt) to Pune University.

Place: Pune Signature:

Date: Name of the student

Shahbhaz Pathan
 ACKNOWLEDGEMENT
I take the opportunity to express my gratitude towards the valuable people who have
contributedtowards the successful completion of the project.

First and foremost I would like to thank Mr. Pradipsin Vansia. (Director of Kataria Motors)
for giving me an opportunity to work as a summer trainee in Kataria Motors, Kim.

I would like to extend my hearty appreciation and thanks to our Director Prof Avadhoot D.
Pol and also to Ms. Mansi Khadke to give me this opportunity to complete my project with
best guidance.

While doing project we learned many things of marketing that will help me in future.
Chapter No Contents Page No

Cover Page
College Certificate
Company Certificate
Declaration
Acknowledgement
Index
Executive Summary
List Of Tables
List of Graphs
INTRODUCTION

Objective of Study
Research Methodology
Company Profile of Maruti Suzuki
Product Profile

CONCEPTUAL BACKGROUND
What is Customer Satisfaction
Measuring Customer Satisfaction
Why Customer is important
DATA ANALYSIS & INTERPRETATION
Tables
Graphical Presentation
Textual Analysis

FINDINGS, CONCLUSIONS & SUGGESTIONS

Findings
Recommendations & Suggestions
Conclusions
 EXECUTIVE SUMMARY

In this project we are trying to find the customer satisfaction of sales and service done by
Maruti Suzuki and its effect on customer we are also trying to study the sales and service of
Maruti Suzuki. In this study i had followed different method to find and analyze
the data we are using primary data as well as secondary data. Before this study
lots of study is being done but no one had tried to research on Maruti Suzuki sales and
service and its effect on sales trend. I had used the questionnaire method to study the
Maruti sales trend I had asked question to customers and tried to know that what
are the cars which they are selling more what is the sales trend of Maruti which
kind of cars customer is demanding and why. What modification should Maruti make in its
cars to take an e d g e o v e r c o m p e t i t o r s ? W e a r e a l s o u s i n g s e c o n d a r y d a t a
t o a n a l yz e t h e s a l e s t r e n d o f Maruti Suzuki. I analyzed where Maruti having an
edge over competitor and where it is lacking behind. How it would improve its sales and
service.In this project data has been collected from customers of Maruti Suzuki and also from
various sources like magazines,newspaper and some online websites. The data gathered has
been analyzed as per the objective of the study designed.On the basis of feedback through
questionnaire interview and the observation method I found customers perception toward
Maruti Suzuki It has been observed that Management of the both firm is constantly making
efforts to make the company worth to provide best to their customers in both sales and
service sector. As they are measures of individual Psychological makeup and personality and
as such are extremely powerful instrument to find out customer perceptions analysis result.In
order to provide customer what they expect from the firm, it is required to provide them
upttheir expectations to satisfy them. This will eventually helps in rising the customers trust
toward the firm and even built the loyalty
 List Of Tables
Sr. No Name Page No

1 Model of Maruti Suzuki Car

2 Sorce of Information

3 Attraction to buy Maruti Suzuki Car

4 Features of Cars

5 Influencers to buy Car

6 Satisfaction Level of Quality & Technology

7 Customer Response on Luxury & Space

8 Reaction on Pricing

9 Perception towards Price & Spareparts

10 Convenient of Service Network

11 Purpose of using car

12 Performance of cars compare to others

13 Dealership Facility

14 Delivery time during Service Process

15 Factors that attracts Most of Sales & Service

16 Reference of Customer
 List Of Graph
Sr. No Name Page No

1 Model of Maruti Suzuki Car

2 Sorce of Information

3 Attraction to buy Maruti Suzuki Car

4 Features of Cars

5 Influencers to buy Car

6 Satisfaction Level of Quality & Technology

7 Customer Response on Luxury & Space

8 Reaction on Pricing

9 Perception towards Price & Spareparts

10 Convenient of Service Network

11 Purpose of using car

12 Performance of cars compare to others

13 Dealership Facility

14 Delivery time during Service Process

15 Factors that attracts Most of Sales & Service

16 Reference of Customer
 CHAPTER I

INTRODUCTION
Introduction

In Automobile industry there are many companies in India. The Automotive

industry in India is one of the largest in the world and one of the fastest growing
globally. India manufactures over 17.5 million vehicles (including 2 wheeled
and 4 wheeled) and exports about 2.33 million every year. It is the world's
second largest manufacturer of motorcycles, with annual sales exceeding 8.5
million in 2009.India's passenger car and commercial vehicle manufacturing
industry is the seventh largest in the world, with an annual production of more
than 3.7 million units in 2010. According to recent report, India is set to
overtake Brazil to become the sixth largest passenger vehicle producer in the
world, growing 16-18 percent to sell around three million units in the course of
2011-12. In 2009, India emerged as Asia's fourth largest exporter of passenger
cars, behind Japan, South Korea, and Thailand.
Many more companies in India and that are likes; Chevrolet, Skoda, Maruti
Suzuki, Tata Motors, Ford, Audi, BMW, Toyota, Hyundai, Mahindra &
Mahindra co. , Fiat and so many. Interestingly, the level of trade exports in this
sector in India has been medium and imports have been low. However, this is
rapidly changing and both exports and imports are increasing. The demand
determinants of the industry are factors like affordability, product innovation,
infrastructure and price of fuel. Also, the basis of competition in the sector is
high and increasing, and its life cycle stage is growth. With a rapidly growing
middle class, all the advantages of this sector in India are yet to be leveraged.
The level of technology change in the Motor vehicle Industry has been high but,
the rate of change in technology has been medium. Investment in the technology
by the producers has been high. System-suppliers of integrated components and
sub-systems have become the order of the day. However, further investment in
new technologies will help the industry be more competitive. Over the past few
years, the industry has been volatile. Currently, Indias increasing per capita
disposable income which is expected to rise by 106% by 2015and growth in
exports is playing a major role in the rise and competitiveness of the industry.
Consumers are very important of the survival of the Motor Vehicle
manufacturing industry. In 2008-09, customer sentiment dropped, which burned
on the augmentation in demand of cars. Steel is the major input used by
manufacturers and the rise in price of steel is putting a cost pressure on
manufacturers and cost is getting transferred to the end consumer. The price of
oil and petrol affect the driving habits of consumers and the type of car they
buy. The key to success in the industry is to improve labour productivity, labour
flexibility, and capital efficiency. Having quality manpower, infrastructure
improvements, and raw material availability also play a major role. Access to
latest and most efficient technology and techniques will bring competitive
advantage to the major players. Utilising manufacturing plants to optimum level
and understanding implications from the government policies are the essentials
in the Automotive Industry of India.
Both, Industry and Indian Government are obligated to intervene the Indian
Automotive industry. The Indian government should facilitate infrastructure
creation, create favorable and predictable business environment, attract
investment and promote research and development. The role of Industry will
primarily be in designing and manufacturing products of world-class quality
establishing cost competitiveness and improving productivity in labour and in
capital. With a combined effort, the Indian Automotive industry will emerge as
the destination of choice in the world for design and manufacturing of
automobiles.
The first car ran on India's roads in 1897. Until the 1930s, cars were imported
directly, but in very small numbers. Embryonic automotive industry emerged in
India in the 1940s. Mahindra & Mahindra was established by two brothers as a
trading company in 1945, and began assembly of Jeep CJ-3A utility vehicles
under license from Willys.Following the independence, in 1947, the
Government of India and the private sector launched efforts to create an
automotive component manufacturing. Industry to supply to the automobile
industry. However, the growth was relatively slow in the 1950s and 1960s due
to nationalization and the license raj which hampered the Indian private sector.
After 1970, the automotive industry started to grow, but the growth was mainly
driven by tractors, commercial vehicles and scooters. Cars were still a major
luxury. Japanese manufacturers entered the Indian market ultimately leading to
the establishment of Maruti Udyog. A number of foreign firms initiated joint
ventures with Indian companies. In the 1980s, a number of Japanese
manufacturers launched joint-ventures for building motorcycles and light
commercial-vehicles. It was at this time that the Indian government chose
Suzuki for its joint-venture to manufacture small cars. Following the economic
liberalization in 1991 and the gradual weakening of the license raj, a number of
Indian and multi-national car companies launched operations. Since then,
automotive component and automobile manufacturing growth has accelerated to
meet domestic and export demands
Auto mobiles
logos
OBJECTIVE OF THE STUDY

1. To study to know the perception of customers and thereby increase the

sales and market share of MARUTI SUZUKI sales and service.
2. To know the satisfaction level of present customer.
3. To know the satisfaction of the present customers regarding the after
sales service.

SCOPE OF THE STUDY

1. It is aimed to study the marketing and customer satisfaction towards

Maruti Suzuki.
2. The project is analyzed the demographic, psychographic, and buying
characteristics of the customer after buying the product of Maruti Suzuki.
3. It includes detailed study of the customers focusing on the various
parameters that lead to identifying and understanding the needs of the
customer after buying the vehicle from Maruti Suzuki
4. The study of customer will provide the company with valuable data
which will be helpful in improving its network
 RESEARCH METHODOLOGY

MEANING OF RESEARCH:

Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific
topic. In fact, research is an art of scientific investigation. The advanced learners
dictionary of Current English lays down thy meaning of the research as:
A careful investigation or inquiry especially through search for new facts in any
branch of knowledge
Redman and Mory define the research as A systematized effort to gain new
knowledge
Research comprises defining and redefining problems, formulating hypothesis or
suggested solutions; collecting, organizing, evaluating date; making deductions and
researching conclusions.

MARKETING RESEARCH
:
Marketing research means the systematic gathering, recording, analyzing of data
about problems relating to the marketing of goods and services
Marketing research has proved an essential tool to make all the need of marketing
management. Marketing research therefore is the scientific process of gathering and
analyzing of marketing information to meet the needs of marketing management.
But gathering of observation is must be systematic. The systematic conduct of
research requires:
Orderliness, in which the measurements should be accurate. Impartiality in analysis
and interpretation
 THE RESEARCH PROCESS

IDENTIFY & FORMULATE THE PROBLEM

CHOOSE THE RESEARCH DESIGN

DETERMINE SOURCES OF DATA &METHOD OF COLLECTION

ORGANISING AND CONDUCTING A FIELD SURVEY

DESIGN THE DATA COLLECTION INSTRUMENTS

DETERMINE THE SAMPLE SIZE & SAMPLE DESIGN

EDITING, TABULATION, CLASSIFICATION & CODING OF DATA

PROCESSING & ANALYSIS OF DATA

PREPARATION OF RESEARCH REPORT

CONCLUSION AND SUGGESTION & ACTION

 PROBLEM STATEMENT:

The first step in research is formulating a research problem. It is most important stage
in applied research as poorly defined problems will not yield useful results. It is
rightly said that a problem is the half-solved.
A research problem, in general, refers to some difficulty which a researcher
experiences in the context of either a theoretical or practical situation and wants to
obtain a solution for the same.

We can, state the components of the research problem as under:

[1] There must be an individual or a group which has some difficulty or the problem.
[2] There must be some objectives to be attained at. If one wants nothing, one cannot
have a problem.
[3] There must be alternative means (or the courses of action) for obtaining the
objective one wish to attain. This means that there must be at least two means
available to a researcher for if he has no choice of means, he cannot have a problem.

PROBLEM IDENTIFIED:
To know about the satisfaction level of a customer owning MARUTI
SUZUKI car.
Which promotional tools should be used, to get maximum response from
customers for MARUTI SUZUKI motors.
RESEARCH DESIGN:
It is an overall framework of project that indicates what information to be
collected from which sources and by which procedures. It is also the plan,
structure, and strategy of investigation conceived so as to obtain answers
to research questions and to control variance.
The research design can be classified in to true broad categories:
(A) Exploratory.
(B) Descriptive
(C) Causal.
Exploratory research is focus on the discovery of ideas. Exploratory
research is carried out to define problems and developed hypotheses to
test letter. An exploratory study is generally based on secondary data that
are reading available. It does not have to change his focus of direction,
depending on the availability of new ideas and relationship among
variables.
Descriptive studies are undertaken is many circumstances. Descriptive
studies can be complex, determining high degree of scientific skill on the
part of the researcher.
Causal research helps in determined cause and effect relationship
between two or more variables.
Descriptive studies:
In this project, Descriptive design will be used because it describes the
phenomena under study and recommendations / findings are specific
under this study. Descriptive studies are undertaken in many
circumstances. When the researcher is interested in knowing the
characteristics of certain group such as age, sex, educational level,
occupation or income, a descriptive study may be necessary.
 Other cases when a descriptive study could be taken up are when he is
interested in knowing the proportion of people in a given population who
have behave in a particular manner, making projections of a certain thing:
or determining the relationship between two of more variables. The
objective of such studies is to answer the, who, what, when, where, and
way of the subject under investigation.
Descriptive studies can be complex, demanding a high degree of
scientific skill on the part of the researcher. Descriptive studies can be
divided into two broad categories cross-sectional and longitudinal.
Researcher frequently uses them
DATA COLLECTION:
1. Secondary Data:
Secondary data will be collected from many sources like companys
website and magazines.
2. Primary Data:
Utilizing the information from the Secondary data, questionnaire will be
prepared to study the investors behavior. Primary data will be collected
directly from the respondents to solve the current problem.
Research Approach:
Survey method will be adopted to gather the primary data. This survey
include face-to-face filling up of the questionnaires and interviews of the
respondents.
Research Instrument:
The most effective research instrument for data collection is
questionnaire, for this study the structured questionnaire will be
used. This questionnaire will be administered through face-to-face
interviews.
SAMPLING METHOD:
There are two type of Sampling Process.
A) Probability Sampling Method.
B) Non- Probability Sampling Method.

(A) Probability sampling method.

(1) Simple random sampling.
(2) Systematic random sampling.
(3) Stratified random sampling.
(4) Clustered random sampling.
(B) Non- Probability sampling method.
(1) Convenience sampling.
(2) Purposive/judgment sampling
(3) Quota Sampling.

The researcher use NON - PROBABILITY METHOD for the purpose of the
study CONVENIENCE SAMPLING was used.

RESEARCH TOOL:
The most effective research tool for data collection is questionnaire, for
this study the structured questionnaire will be used. This questionnaire
will be administered through face-to-face interviews.
SAMPLING DESIGN:-
Defining the target population
Element: Present customers of MARUTI SUZUKI motors Sales &
Service
Sampling unit: Present customer
Extent: Kim.
SAMPLE SIZE:-
Considering the time constraints, I would like to go for survey of 30 respondent
 COMPANY PROFILE

Maruti Suzuki India Limited (/marut i suzuki/), commonly referred to as

Maruti and formerly known as Maruti Udyog Limited, is an automobile
manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle
manufacturer Suzuki. As of November 2012, it had a market share of 37% of
the Indian passenger car market. Maruti Suzuki manufactures and sells a
complete range of cars from the entry level Alto, to the
hatchback Ritz, Celerio,A-Star, Swift, WagonR, Zen and
sedans DZire,Kizashi and SX4, in the 'C' segment Eeco, Omni, Multi Purpose
vehicle SuzukiErtiga and Sports Utility vehicle Grand Vitara.
The company's headquarters are at No 1, Nelson Mandela Road, New Delhi. In
February 2012, the company sold its ten millionth vehicle in India.
Maruti Udyog Limited was established in February 1981, though the actual
production commenced only in 1983. It started with Maruti 800, based on
the Suzuki Alto kei car which at the time was the only modern car available in
India. Its only competitors were Hindustan Ambassador and Premier Padmini.
Originally, 74% of the company was owned by the Indian government, and 26%
by Suzuki of Japan..As of May 2007, the government of India sold its complete
share to Indian financial institutions and no longer has any stake in Maruti
Udyog.
In 1982, a license & Joint Venture Agreement (JVA) is signed between Maruti
Udyog Ltd. and Suzuki of Japan. At first, Maruti Suzuki was mainly an
importer of cars. In India's closed market, Maruti received the right to import
40,000 fully built-up Suzukis in the first two years, and even after that the early
goal was to use only 33% indigenous parts. This upset the local manufacturers
considerably. There were also some concerns that the Indian market was too
small to absorb the comparatively large production planned by Maruti Suzuki,
with the government even considering adjusting the petrol tax and lowering the
excise duty in order to boost sales. Finally, in 1983, the Maruti 800 is released.
This 796 cc hatchback is based on the SS80 Suzuki Alto and is Indias first
affordable car. Initial product plan is 40% saloons, and 60% Maruti Van.Local
production commences in December 1983.In 1984 the Maruti Van, with the
same three-cylinder engine as the 800, is released. Installed capacity of the plant
in Gurgaon, reaches 40,000 units.
Maruti Suzuki has two manufacturing facilities in India. Both manufacturing
facilities have a combined production capacity of 14,50,000 vehicles annually.
During a recent meeting of the Gujarat chief minister with Suzuki Motor Corp
chairman & CEO Osamu Suzuki,the Chairman had said that the work on car
manufacturing plant at Mandal near Ahmedabad would be started soon. Maruti
Suzuki to set up second plant in Gujarat; acquires 600 acres.
The Gurgaon manufacturing facility has three fully integrated manufacturing
plants and is spread over 300 acres (1.2 km2). All three plants have an installed
capacity of 350,000 vehicles annually but productivity improvements have
enabled it to manufacture 900,000 vehicles annually. The Gurgaon facilities
also manufacture 240,000 K-Series engines annually. The entire facility is
equipped with more than 150 robots, out of which 71 have been developed in-
house. The Gurgaon Facilities manufactures
the 800, Alto, WagonR, Estilo, Omni, Gypsy, and Eeco.
The Manesar manufacturing plant was inaugurated in February 2007 and is
spread over 600 acres (2.4 km2). Initially it had a production capacity of
100,000 vehicles annually but this was increased to 300,000 vehicles annually
in October 2008. The production capacity was further increased by 250,000
vehicles taking total production capacity to 550,000 vehicles annually. The
Manesar Plant produces the A-star, Swift, Swift DZire, SX4, Ritz and Celerio.
 Vision & Core Values

The leader in the Indian Automobile industry, creating Customer Delight and
Shareholders Wealth; A pride of India.
 Sales and service network

As of 31 March 2016 Maruti Suzuki has 1017 dealerships across 500 and cities
in all states and union territories of India. It has 1751 service stations (inclusive
of dealer workshops and Maruti Authorised Service Stations) in 895 town cities
throughout India. It has 40 Express Service Stations on 30 National
Highways across 800 cities in India.
Service is a major revenue generator of the company. Most of the service
stations are managed on franchise basis, where Maruti Suzuki trains the local
staff. Other automobile companies have not been able to match this benchmark
set by Maruti Suzuki. The Express Service stations help many stranded vehicles
on the highways by sending across their repair man to the vehicle.
 Policies

Consumer satisfaction through continuous improvement of our products and

services by following PDCA in all functions and levels of our organization.
POLICY ON CORPORATE SOCIAL RESPONSIBILITY (CSR)
Title and Applicability
Maruti Suzuki India Limited ('Company') has developed its Corporate Social
Responsibility Policy ('Policy') in accordance with section 135 of the
Companies Act 2013 and the rules made there under.
The Policy shall apply to all CSR programmes of the Company.

CSR Vision Statement

Create a meaningful and lasting impact in the lives of the communities

around the Company's facilities through relevant and effective social
projects.
Enhance employability of underprivileged youth by improving the quality
of skill training and designing innovative business models that create
livelihood for them.
Promote safety of all road users by creating infrastructure and curriculum
for quality driving training, and spreading awareness about safe driving
practices
Stakeholder engagement and shared value creation will be the
cornerstones of the CSR programmes of the Company.
 CSR Objectives

The Company will undertake social projects in designated villages and local
communities, in a focused manner, for maximum positive impact.
In consultation with the local community, the Company will design and
effectively implement projects in areas such as education, water, sanitation,
rural infrastructure and vocational training.
The Company will enhance employability of the youth by partnering and supporting
designated Industrial Training Institutes across the country.
The Company will strive to create a low cost business model of driving training institutes
to generate jobs for the underprivileged while also spreading quality driving training, road
safety awareness and meeting the country's growing need for well-trained and safe
drivers.
The Company will encourage and recognize its employees for volunteering in the
community by serving and sharing their expertise and skill.
 PRODUCT PROFILE

The MARUTI SUZUKI India offers the following Products :

1) Suzuki S Cross (2015)

2) Baleno (2015)
3) Wagon R (1999)

4) Swift (2005)
5) Ignis (2017)

6) Grand Vitara (2007)

7) Swift DZire (2008)

8) Ritz (2009)
9) Eeco (2010)

10) Alto K10 (2010)

11) Kizashi (2011)

12) Ertiga (2012)

13) Alto 800 (2012)

14) Stringray (2013)

15) Celerio (2014)

16) Ciaz (2015)

7 STEPS TO CUSTOMER SATISFACTION OF MARUTI
SUZUKI:

1) GOOD CUSTOMER ( Warm Welcome )

2) ACCURATE DIAGNOSIS (Careful Listening to Customer Complaints
and Confirm Road test with customer )
3) CLEAR CUSTOMER AGREEMENT ( Part Replacement and Service
charges ).
4) WORKSHOP CONTROLS ( Standard specifications and proper special
tools usage )
5) SPEEDY AND RELIABLE REPAIRS (Speedy and quality repair ).
6) CLEARLY EXPLAINED VEHICLE DELIVERY ( Explain the work
done & Hand over the Defective parts ).
7) CORRECT POST-SERVICE FOLLOW UP ( Follow up with History
Card ).
 CHAPTER II

CONCEPTUAL BACKGROUND
 LITERATURE REVIEW
Customer satisfaction
Definitions of customer satisfaction have been widely discussed from the view
of many researchers and organizations who increasingly desire to measure it. A
group of researchers of the Center for the Study of Social Policy
(2007)conceptualize that satisfaction is based on the customers experience of
both contact with the organization(the moment of truth) and personal outcomes.
According to these researchers, satisfaction can be experienced in a variety of
situations and connected to both goods and services. To another extent, these
researchers defined satisfactions as a highly personal assessment that is
greatly influenced by individual expectations. This definition views
individual element as powerful force to create satisfaction. Likewise, many
researchers (Oliver, 1981; Brady and Robertson, 2001) conceptualize
customer satisfaction as an individuals feeling of pleasure or disappointment
resulting from comparing a products perceived performance (or outcome) in
relation to his or her expectations.

Whereas, Boulding et al., (1993) and Yi and La (2004) conclude satisfaction

into two general conceptualizations: transaction-specific satisfaction and
cumulative satisfaction. Transaction-specific satisfaction is a customers
evaluation of his or her experience and reactions to a particular service
encounter (Cronin and Taylor, 1992; Boshoff and Gray, 2004). Cumulative
satisfaction refers to the customers overall evaluation of the consumption
experience to date (Jones and Suh 2000). Because customer satisfaction is
highly variable assessment individuals do based on their experiences with
specific features of products and services they receive, it makes sense for
servicing organizations to involve customer satisfaction measurement as their
meaningful benchmark for development.
Link between service quality and customer satisfaction
Many researches have realized the interrelated values of service quality and
customer satisfaction.
Corrin and Taylor (1992) consider that service quality and customer
satisfaction share a close relationship. Service quality is the key to measure
user satisfaction (Pitt et al., 1995).
Taylor and Baker (1994) and Rust and Olivier (1994) identified several
factors that precede customer satisfaction. They argued that there are 5
antecedents that contribute to satisfaction: clear understanding of customer
needs and expectations, perceived value, service quality, internal satisfaction
and complaint management. This research showed that Service quality is one
major attribute of satisfaction. It is said by
Olivier (1993) that service quality is a casual antecedent of customer
satisfaction, due to the fact that service quality is viewed at transactional level
and satisfaction is viewed as an attitude.
Dabholkar et al. (1996) reported that the service quality divisions are related to
overall service quality and or customer satisfaction.
Fornellet al., (1996) expressed that satisfaction is a consequence of service
quality. To another extent, other researchers suggested that in service field
service quality and customer satisfaction (also called the construct) are
separate but distinct constructs.
Boulding et. al., (1993) They argued that service quality has specific
dimensional judgments while customer satisfaction can be resulted from any
dimension, whether or not it is quality related. They report that expectations for
quality are based on ideals or 4 perceptions of excellence, whereas customer
satisfaction assessment comprise by non-quality issue such as needs, equity,
perceptions of fairness etc., From the review of literature it can be inferred that
performance of service delivery can result in level of customer satisfaction
7 STEPS TO CUSTOMER SATISFACTION OF MARUTI
SUZUKI:

1) GOOD CUSTOMER ( Warm Welcome )

2) ACCURATE DIAGNOSIS (Careful Listening to Customer Complaints
and Confirm Road test with customer )
3) CLEAR CUSTOMER AGREEMENT ( Part Replacement and Service
charges ).
4) WORKSHOP CONTROLS ( Standard specifications and proper special
tools usage )
5) SPEEDY AND RELIABLE REPAIRS (Speedy and quality repair ).
6) CLEARLY EXPLAINED VEHICLE DELIVERY ( Explain the work
done & Hand over the Defective parts ).
7) CORRECT POST-SERVICE FOLLOW UP ( Follow up with History
Card
 CHAPTER III

DATA ANALYSIS AND

INTERPRETATION
 DATA ANALYSIS AND INTERPRETATION

1.Choice of Maruti Suzuki car model owned.

Models Frequency Percentage

M800 5 17%

Alto 3 10%

Zen 6 20%

Baleno 3 10%

Wagon R 2 7%

Swift 8 27%

Ignius 2 7%

A Star 1 3%

TOTAL 30

FREQUENCY
A STAR
Ignis 3% 0% M 800
7% 17%

OMNI
SWIFT 10%
27%

ALTO
10%

WAGON R
6% ZEN ESTILO
20%
INTERPRETATION : According to this survey I can interpret that Models of
Maruti Suzuki Swift car user are more as compared to other models
2.Sources from which they get information through.

SOURCE FREQUENCY Percentage

Newspaper 5 17%
Magazines 9 30%
TV ads 10 33%
Friends/Relatives 3 10%
Others 3 10%
TOTAL 30

Frequency
10%
17%

10%

30%

33%

Newspaper Magazines TV ads Friends/Relatives others

Interpretation: Out of 30 respondents 10 customers i.e. 33% have said they

come to know about Maruti Suzuki products through their TV Ads Marketing
than that of other marketing strategies.
3.Attracted/prompted to buy Maruti Suzuki among all other
brands.
CRITERIA RANKINGS
Brand Image 4
Service Network 4
Price 3.5
Mileage 4
Others 2

ranking

13%

33% brand image

Service Network
20%
Price
Mileage
Others

17% 17%

INTERPRETATION:In this survey we researched that out of 30 respondent

10 customers have stated that they have purchased vehicle relying on brand
image following with mileage .
4. Features that attract customers to buy Maruti Suzuki.

FEATURES 1 2 3 4 5 TOTAL

Suits my need 6 4 3 6 11 30

Easy 4 5 8 14 1 30
Maintenance
Trust worthy 2 8 4 4 12 30

Fuel efficient 9 5 8 6 2 30

Good for indian 9 8 7 0 6 30

roads

INTERPRETATION: This chart shows the total dependency of the customers

on Maruti Suzuki products features which further evaluates as follows;

Maruti Suzuki provides 35% products which suits the customer.

It also provides easy maintenance services to the customers
Maruti Suzuki has built a good trust among the customer.
It also provides fuel efficient cars to the customers.
It is being observed that there are less respondent who have said that
the Maruti Suzuki cars are good for the Indian roads.
5.Who influenced in buying the car you own ..?

ASPECTS FREQUENCY PERCENTAGE

FAMILY 14 47%
FRIENDS 3 10%
YOURSELF 6 20%
ADVERTISEMENTS 7 23%
TOTAL 30

FREQUENCY
FAMILY FRIENDS YOURSELF ADVERTISEMENTS

23%

47%

20%

10%

INTERPRETATION: Above analysis clearly states that 47% of the

customers of Maruti Suzuki are influenced by their family in buying
particular maruti Suzuki cars.
6.Satisfaction level of Quality and Technology.

PARTICULARS FREQUENCY PERCENTAGE

VERY
16 53%
SATISFIED
SATISFIED 10 33%
INDIFFERENT 3 10%
DISSATISFIED 1 3%
TOTAL 30

FREQUENCY
DISSATISFIED
INDIFFERENT 3%
10%

VERY SATTISFIED
54%
SATISFIED
33%

INTERPRETATION: Maruti Suzuki customers are highly satisfied.

7. Customer response upon Maruti Suzukis luxury and space.

PARTICULARS FREQUENCY PERCENTAGE

VERY
17 57%
SATISFIED
SATISFIED 12 40%
INDIFFERENT 1 3%
DISSATISFIED 0 0%
TOTAL 30

FREQUENCY
DISSATISFIED
INDIFFERENT
3% 0%

VERY SATISFIED
SATISFIED
40% SATISFIED
INDIFFERENT
VERY SATISFIED
57% DISSATISFIED

INTERPRETATION: customers of Maruti Suzuki is highly satisfied with the

luxury and space provide by the company as 57% customers are very satisfied.
8.Customers reaction upon pricing.

PARTICULARS FREQUENCY PERCENTAGE

HIGH 9 30%
REASONABLE 16 53%
LOW 5 17%
TOTAL 30

FREQUENCY

LOW
17%
HIGH
30%

REASONABLE
53%

HIGH REASONABLE LOW

INTERPRETATION: Total 53% of the customers have stated that price of the
maruti Suzuki vehicle is reasonableand 30% of the customers feel the price is
high and also 17% of the customers feel the price is low.
9.Customers perception towards price of its spare parts

PARTICULARS FREQUENCY PERCENTAGE

HIGH 6 20%
REASONABLE 15 50%
LOW 9 30%
TOTAL 30

FREQUENCY

20%

30%

50%

HIGH REASONABLE LOW

INTERPRETATION: Only 20% of the customers feel that the price of the
spare parts is high where else the other 50% states that it is reasonable.
10. Convenient of the service network.

PARTICULAR FREQUENCY PERCENTAGE

VERY
9 30%
CONVENIENT
MODERATE
13 43%
CONVENIENT
INCONVENIENT 8 27%
TOTAL 30

FREQUENCY
VERY CONVENIENT MODERATE CONVENIENT INCONVENIENT

INCONVENIENT
27% VERY CONVENIENT
30%

MODERATE
CONVENIENT
43%

INTERPRETATION: In this survey we found that the conveniency of the

service network of the company is satisfied on an average only 27% of the
customers feel that is inconvenient to them which the company can focus upon.
11.Purpose of using Maruti Suzuki car.

PARTICULARS FREQUENCY PERCENTAGE

OFFICE 10 33%
FAMILY 15 50%
LONG DRIVES 2 7%
SHOPPING 3 10%
TOTAL 30

FREQUENCY
SHOPPING
10%
LONG DRIVES
7%
OFFICE
33%

FAMILY
50%

OFFICE FAMILY LONG DRIVES SHOPPING

INTERPRETATION: 50% of the customers have said that they buy the Maruti
car for the family purposes and 33% of the customer use car for office purpose.
12. Performance of Maruti Suzuki cars when compared to others.

PARTICULARS FREQUENCY PERCENTAGE

EXCELLENT 10 33%

GOOD 12 40%

AVERAGE 6 20%

BELOW
2 7%
AVERAGE

TOTAL 30

BELOW AVERAGE
7%

AVERAGE EXCELLENT
20% 33%

EXCELLENT
GOOD
AVERAGE
BELOW AVERAGE

GOOD
40%

INTERPRETATION:Perception of the customers towards the company is

overall good as compared to that of an other vehicle brands
13.MARUTI SUZUKI Pvt Ltd dealership facility.

PARTICULARS FREQUENCY PERCENTAGE

OUTSTANDING 16 53%

ACCEPTABLE 12 40%

AVERAGE 2 7%

UNACCEPTABLE 0 0%

TOTAL 30

FREQUENCY
UNACCEPTABLE
AVERAGE
7% 0%

ACCEPTABLE OUTSTANDING
40% 53%

OUTSTANDING ACCEPTABLE AVERAGE UNACCEPTABLE

INTERPRETATION: Here we interprete that the Maruti Suzuki is providing

good services is 53% of the customers responses are outstanding and 40% of
respondents feel service provider is acceptable.
14.Vehicle delivery time during the service process of vehicle at
Maruti Suzuki

PARTICULARS FREQUENCY PERCENTAGE

YES 15 50%

NO 15 50%

TOTAL 30

FREQUENCY

NO YES
50% 50%

YES NO

INTERPRETATION: Here in this analyzation we derived that 50% of the

customers feel that their car was delivered on time and 50% of the cutomers
have stated that they did not get the delivery of their vehicle on time.
15.Factors that attracts customers most about Maruti Suzuki
Sales and Services.
PARTICULARS FREQUENCY PERCENTAGE
QUICK AND
PROMPT 8 27%
DELIVERY

AFTER SALES
7 23%
SERVICE

ASSURANCE 5 17%

EASY
6 20%
FINANCING

OTHERS 4 13%

TOTAL 30

FREQUENCY
OTHERS
QUICK AND
13%
PROMPT DELIVERY
27%

EASY FINANCING
20%

AFTER SALES
ASSURANCES SERVICE
17% 23%
QUICK AND PROMPT DELIVERY AFTER SALES SERVICE
ASSURANCES EASY FINANCING
OTHERS

INTERPRETATION: The total respondent is 30 and out of which 8 responded

i.e.27% like about quick and prompt service and 23% of the customer feel that
they like after sale service of maruti Suzuki. Other 20% also like easy finance
facilty
16. Based on customers overall experience will they purchase or
refer Maruti Suzuki to any other person.

PARTICULARS FREQUENCY PERCENTAGE

DEFINITELY 19 63%
MAY BE 11 37%
NEVER 0 0%
TOTAL 30

FREQUENCY
NEVER
0%

MAY BE
37%

DEFINITELY
63%

DEFINITELY MAY BE NEVER

INTERPRETATION: In this analyzation nobody has denied on referring

about Maruti Suzuki to anyone 63% of the customer said definitely they will
refer to any other person about the maruti Suzuki.
17. Do you have any suggestions for the Maruti Suzuki ..?

ANSWERS
Maximum respondents have said that Maruti Suuki should increase their current
servicing facility.
And also some have suggested that they should also increase employees to
deliver the car on time.
 CHAPTER IV

FINDINGS , SUGGESTIONS AND

CONCLUSION
 FINDINGS

1. Despite of the consumer regarding the facilities the dealer is providing in

case of after sales service, they still stick to purchasing KATARIA
AUTOMOBILES. Most of the present customers promise to purchase
MARUTI SUZUKI motors again.
2. The staff can improve their performance by having more interaction with
the customers. 54% of the respondents in Kim believe that the staff rates
good.
3. All the customers that I surveyed are using the after sales service that the
dealer is providing. They are satisfied with the after sales service
provided by the company. But the customers suggest that they should
expand their service facility..
4. Majority of the customers are getting aware about the vehicle through TV
Ads, friends & relatives.
5. Most of the customers are relying on bank finance. 55.0% of the
customers used bank finance option while 25% of them have made full
payment and 20% of them are levying on private finance.
6. In Kim 43 of the customers are using their vehicle for personal family use
while 23% of the customers used the vehicle for own office use.
7. Quick & prompt delivery is the most important factor that attracts
majority of the customers towards the dealer.The experience of the
customer while purchasing the vehicle has been good. 43% of the
customers in and only 2.0% customers their experience with the dealer
while purchasing the vehicle was indifferent
 RECOMMENDATIONS & SUGGESTIONS

1. Majority of the respondents in suggested that the company should increase

their current servicing facility.
2. The company must focus more on their own finance company and try to
provide better finance options with reduced interest rates and lower down
payments which will lure the customers towards them.
3. The company should focus more on print advertising. Newspaper advertising
should be the main weapon for the company.
4. The company needs to reduce the time of servicing of the vehicle. Quick
servicing and prompt delivery needs to be done.
5. In terms of Brand users Kataria Automobiles got 47 %, still MARUTI
SUZUKI has to put more efforts in term of advertisement and sales promotions
to increase users in Kim.
 CONCLUSION

From this study I can concluded in following manner-After I have studied the
level of customers satisfaction of Kataria Automobiles Pvt. Ltd sales &
services, i got satisfied answers against my objectives of the study. Staff
interaction should be improved. Very low percentage of the Maruti Suzuki
customers own vehicle for transportation services.
The satisfaction level of the customers who have used the sales services
after purchasing the motor is high so it is strong advantage of Maruti Suzuki.
Reminder and time taken for service is a most important factor for customers.
Overall most part of performance of sales service given by Maruti suzuki, the
customers satisfaction level is day to day going to very highly. Maruti Suzuki
have developed good relationship with the customers.
 BIBLIOGRAPHY

1. BERI G C Marketing Research 4th edition, The McGraw hill Companies

Part one- Introduction and Basic concepts. Topic Marketing Research.

2. BERI G C Marketing Research 4th edition, The McGraw hill Companies

Part one- Introduction and Basic concepts. Topic The Research
Process.

3. BERI G C Marketing Research 4th edition, The McGraw hill Companies

Part one- Introduction and Basic concepts. Topic Collection of Data.

4. Grewal and Lewy, Marketing 2nd Edition Tata McGraw Hill Edition,
topic Marketing Research and Market Mapping.

5. PHILIP KOTLER Marketing Management for General Reference.

6. www.marutisuzuki.com

7. Wikipedia.
 QUESTIONNAIRE

Name:.
Profession:
Address:

1.Which model Maruti Suzuki car do u own ..?

S Cross ()
Baleno ()
Alto ()
Zen Estilo ()
Wagon R ()
Swift ()
Ciaz ()
Ignis ()

2.How did u come to know about Maruti Suzuki cars.. ?

Newspaper ()
Magazines ()
TV Ads ()
Friends/relatives ()
Any other .
3.What attracted/prompted you to buy Maruti Suzuki 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 preferences 1-5)
Suits my need ()
Easy mainatainance ()
Trust worthy ()
Fuel efficient ()
Good for Indian roads ()
5.Who influenced in buying the car you own ..?
Yourself ()
Family ()
Friends ()
Advertisement ()

6.How do u feel on Maruti Suzuki quality and technology .?
very satisfied ()
satisfied ()
indifferent ()
dissatisfied ()
7. How do you feel about your Maruti Suzuki is luxury and spacious ..?
very satisfied ()
satisfied ()
indifferent ()
dissatisfied ()
8.Price of the Maruti Suzuki vehicle ?
High ()
Reasonable ()
Low ()
9.Price of the spare parts of Maruti Suzuki ..?
High ()
Reasonable ()
Low ()
10. Convenient of the service network ..?
Very convenient ()
Moderate convenient ()
Inconvenient ()
11. Main purpose of that you will use your car for ..?
Office ()
Family ()
Long drive ()
Shopping ()
12. How do you rate the overall performance of the car as compared to other
cars?
Excellent ()
Good ()
Average ()
Below average ()
13. How do u feel on Maruti dealership facility?
Outstanding ()
Acceptable ()
Average ()
Unacceptable ()
14. Is vehicle delivered on time during the service process of your vehicle at
Maruti Suzuki ..?
Yes ()
No ()
15. What do you like the most about Maruti Suzuki Sales and Services .?
Quick and prompt delivery ()
After sales service ()
Assurance ()
Easy financing ()
Others ()
16. Based on your overall experience will you purchase or refer maruti Suzuki
to any other person .?
Definitely ()
May be ()
Never ()
17. Do you have any suggestions for the Maruti Suzuki ..?

..