PROJECT STUDY REPORT

ON

CUSTOMER’S BRAND LOYALTY AND SATISFACTION OF MARUTI CAR

SUBMITTED BY:

Name: KHUSHBOO JAIN

Roll No:- 14
Branch: MBA Fourth Sem. (IV)

SUBMITTED TO:
Rajasthan Technical University

In partial fulfillment of the requirement for the Award of the degree of

Master of Business Administration (MBA)
Under the guidance of
Dr. SUPRIYAGARWAL
( Associate Professor)

S.S Jain Subodh Management Institute

Sector-5 Shipra Path, Near Technology Park, Mansarovar, Jaipur,

Rajasthan (2018-2020)

1
 CERTIFICATE FROM SUPERVISOR

This is to certify that khushboo jain bearing Roll No: 14, is a bonafide student of
Master of Business Administration course of the S.S.Jain Subodh Management
Institute (2018-20), affiliated to Rajasthan Technical University, Kota. Project
Work report on “Customer brand loyalty and Satisfaction of Maruti car” is
prepared by her under my guidance in partial fulfillment of the requirements for
the award of the degree of Master of Business Administration of Rajasthan
Technical University, Kota, Rajasthan.

Signature of Internal Guide

Dr. Supriya agawal

Associate Professor,

SMI Jaipur

Date:……………………..

2
 STUDENT’S DECLARATION

I khushboo jain, hereby declare that the Project Work report entitled “Customer
brand loyalty and Satisfaction of Maruti car ” prepared by me under the guidance
of Prof. Dr. Supriya mam , S.S Jain Subodh Management Institute, Jaipur.

I also declare that this project work is towards the partial fulfillment of the
university regulations for the award of degree of Master of Business
Administration by Rajasthan Technical University, Kota.

I further declare that this project is based on the original study undertaken by me
and has not been submitted for the award of any degree from any other University/
Institution.

Place: Signature

Date: Khushboo
jain

3
 PREFACE

The successful completion of this project was a unique experience for me and I
achieved a better knowledge about customer brand loyalty and satisfaction of
Maruti Suzuki in India. The experience which I got by doing this project was
essential to my future.

The information in this project being submitted by me contains detailed analysis of

the research undertaken by me. The research provides an opportunity to me to
devote my skills, knowledge and competencies during my knowledge gathering
sessions of marketing management.

The research is on the topic ― Customer brand loyalty and Satisfaction of Maruti
car.

I decided on this topic because Maruti Suzuki is one of the most popular car.

These cars comes with advanced security systems and very comfortable to ride.
These cars also comes in middle range segment so middle class persons easily
afford maruti’s cars. These cars also have very good features in low price segment
so every customer loves these cars.

Also maruti Suzuki has very attractive warranty schemes. Maruti also provides
very attractive offers time to time for his customers. Maruti is the biggest and
popular brand in the car segment.

Maruti Suzuki also provides the finance facilities to their old and new customers so
everyone can easily approach this brands cars. These are the main and basic factors
to make maruti the number one brand in cars segment.

4
 Acknowledgement

In the completion of the Project study report titled – customer brand loyalty and
satisfaction of maruti car. It is my duty to acknowledge with gratitude the help rendered
to me by those individuals who provided me with valuable information and who were
motivation and inspiration during the successful completion of this project.

Primarily I would like to thank Prof. (Dr.) Raju Agarwal, Director, S. S. Jain Subodh
Management Institute and my faculty guide Dr.Supriya Agarwal Associate professor, S.
S. Jain Subodh Management Institute for valuable guidance that helped me to complete
this report successfully.

I also thank my family and friends for being a source of inspiration and support. Last but
not the least, I am thankful to my respondents for giving me the necessary information.

Khushboo jain

MBA IV SEM.

Date:

5
 TABLE OF CONTENTS

 Certificate from Guide

 Declaration

 Preface

 Acknowledgement

CHAPTER TITLE PAGE NUMBER

1. Introduction
2. Industry and Company profile
3. Theoretical Background of the Study
4. Data Analysis and interpretation
5. Findings of the study
6. Suggestions and recommendations
7. Conclusions

Appendix

 Questionnaire

 Bibliography

 Annexure

EXECUTIVE SUMMARY

6
This is an attempt to know how the theories can be applied to practical situation.
As a student of MBA, it is part of study for everyone to undergo RESEARCH at
some good institute or organisation. So for this purpose, I got the opportunity of
summer training at Maruti Suzuki Nexa. In the first path of the report, the general
information of the company has been collected. Information is gathered through
the primary and secondary source as well. In the second part of the report, contains
the specialised subject study. Objective of the project is to understand the
effectiveness of marketing strategies on sales. Goals indicate what a business unit
wants to achieve. Strategy is the action plan for getting the goals. Every business
must design a strategy for achieving its goals, consisting of a marketing strategy,
and a compatible technology strategy and sourcing strategy. Marketing strategy is
a process that can allow an organisation to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive
advantage. A marketing strategy should be centred on the key concept that
customer is the main goal.

CHAPTER-1

7
 INTRODUCTION ABOUT THE PROJECT

Maruti Suzuki continues to dominate the India car market with seven of its cars
featuring in the top 10 list. What’s more, quite a few of the vehicles in its line-up
also feature in the top six lists. The main reason to select this topic is to study the
consumer satisfaction and perception towards mid segment cars in India, as most
of the population is of middle class or young generation who prefer to buy mid
range cars which are efficient as well as stylish in look. Maruti Suzuki India
Limited (MSIL, formerly known as Maruti Udyog Ltd) is a subsidiary of Suzuki
Motor Corporation, Japan. Maruti Suzuki has been the leader of the Indian car
market for over two and a half decades. It is largely credited for having brought in
an automobile revolution to India. Maruti Suzuki India Limited accounting for
nearly 50 percent of the total industry sales. In terms of number of cars produced
and sold, the company is the largest subsidiary of Suzuki Motor Corporation,
cumulatively; the company has produced over 10 million vehicles since the roll out
of its first vehicle on 14 th December, 1983. Maruti Suzuki is the only Indian
company to have crossed the 10 million sales mark since its inception. The
company has two manufacturing facilities located at Gurgaon and Manesar, south
of New Delhi, India.

NEED AND IMPORTANCE FOR THE STUDY

8
 In the modern times the business organizations are adopting new techniques
and methods for the growth of the business. The organizations are giving
better services to their customers to face challenge posed by the competitors
for every business, it is not only important to retain the present customers
but also attract the new customers. With the increase market study there is a
cut through competition among the businessmen in the industry. The need
for customer satisfaction is necessary for all business, large or small. The
satisfaction of the customer is an all important task. Hence there is a need for
the study. The present study however seeks to explore the customer
awareness and perception of Maruti four wheelers in the small segment
market. Maruti Suzuki has a lion's share of small car segment in India; but
needs to monitor for competition. With Alto and other brands in its portfolio,
Maruti has a large share of the small car segment in India, for now. The auto
major needs to constantly keep looking at the rear view mirror, for
competition is flooring it.

OBJECTIVES OF THE STUDY

 To study the customer satisfaction with the usage of vehicles of MARUTI

SUZUKI

 To study the impact of different factors of marketing on customer

satisfaction.

 To know the customers are satisfied with price and service network.

 To know the whether Maruti performance matching with the customer

expectations.

9
  To know whether the dealer renders after sales service, and if he, how far the
consumers are satisfied with services rendered by dealer.

SCOPE OF THE STUDY

There is a tremendous amount of scope for future research in this area , that is the
Automobile Industry, some possibilities can be:

 Comprehensive research on all the competitors in the market.

 Research on the buying behavior which would include brand performance,

brand attitudes, product satisfaction, purchase behavior, purchase intentions,
brand awareness, segmentation studies, etc.

 Study of perceptions among people regarding automobiles (Maruti) and their

preferences of the type of vehicles (cars).

CHAPTER -2

10
INDUSTRY AND COMPANY PROFILE

This chapter consists of overview of Maruti Suzuki India Limited with respect to
Manufacturing facilities, Corporate Milestones, Sales and Service network with
their few popular brands. Maruti Suzuki India Limited (MSIL, formerly known as
Maruti Udyog Ltd) is a subsidiary of Suzuki Motor Corporation, Japan. Maruti
Suzuki has been the leader of the Indian car market for over two and a half
decades. It is largely credited for having brought in an automobile revolution to
India. Maruti Suzuki India Limited accounting for nearly 50 percent of the total
industry sales. In terms of number of cars produced and sold, the company is the
largest subsidiary of Suzuki Motor Corporation, cumulatively; the company has
produced over 10 million vehicles since the roll out of its first vehicle on 14 th
December, 1983. Maruti Suzuki is the only Indian company to have crossed the 10
million sales mark since its inception. The company has two manufacturing
facilities located at Gurgaon and Manesar, south of New Delhi, India. Both the
facilities have a combined capability to produce over a 1.5 million (1,500,000)
vehicles annually. 116 Maruti Suzuki offers 16 brands and over 150 variants
ranging from people’s car Maruti 800 to the latest Life Utility Vehicles, Ertiga.
Maruti Suzuki’s portfolio includes Maruti 800, Alto, Alto K10, A-Star, Estilo,
Wagon-R, Ritz, Swift, Swift Dzire, SX4, Omni, Eeco, Kizashi, Grand Vitara,
Gypsy and Ertiga. The company employs over 9000 people (as on 31 st March
2012). Maruti Suzuki’

History of Maruti Suzuki India Limited

11
Maruti Suzuki is one of the leading automobile manufacturing companies in India.
It is the market leader in the automobile industry both in terms of production and
revenue generation. The history of Maruti Suzuki is very fascinating.
In the year February 1981, Maruti Udyog Limited was incorporated under the
provisions of the Indian companies act, 1956. The major objectives of Maruti
Udyog were to modernize the Indian automobile industry, to produce fuel-efficient
cars and mass number of vehicles

The company was formed as a government company, with Suzuki as a minor

partner, to make people‟s car for middle class India. In October 2, 1982, the
company signed the license and joint venture agreement with Suzuki Motor
Corporation of Japan. In the year 1983, the company started their productions and
launched Maruti 800. In the year 1983, the company launched its most awaited
Maruti Omni and in 1985, the company launched Maruti Gypsy in the Indian
Market.

Current Models

Model Production Category Image Outlet

Alto 800 2012–present hatchback Arena

Eeco 2010–present minivan Arena

S-Presso 2019–present micro SUV Arena

Wagon R 1999–present hatchback Arena

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Celerio 2014–present hatchback Arena

Swift 2005–present hatchback Arena

Vitara compact
2016–present Arena
Brezza SUV

Dzire 2017–present sedan Arena

Ertiga 2018–present MPV Arena

Baleno 2015–present hatchback NEXA

S-Cross 2015–present SUV NEXA

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Ignis 2017–present Mini SUV NEXA

XL6 2019–present MPV NEXA

Ciaz 2014–present sedan NEXA

Sales and service network

Maruti Suzuki has 3598 sales outlets across 1,861 cities in India. The company
aims to double its sales network to 4,000 outlets by 2020. It has 3,792 service
stations across 1,861 cities throughout India. Maruti's dealership network is
larger than that of enough known companies combined. ] 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. Also, The Express
Service stations exist, sending across their repair man to the vehicle if it is away
from a normal service center.

RAN OEM CY2018 CY2017 %Growth

K
1 Maruti Suzuki India 173145 16,02,522 8.05
0
2 Hyundai Motor India 550002 5,27,319 4.30
3 Mahindra & Mahindra 249301 2,42,386 2.85
4 Tata Motors 237217 1,91,107 24.13
5 Honda Cars India 174859 1,78,755 -2.18
6 TOYOTAKIRLOSKAR 151480 1,39,566 8.54
7 Ford India 97804 88,184 10.91
8 Renault India 82368 1,12,489 -26.78
9 Nissan Motor India 41586 53,390 -22.11

14
10 Volkswagen India 37018 47,749 -22.47
11 FCA India 18408 15,837 16.23
12 Skoda Auto India 16692 17,438 -4.28
13 *Others 5520 5,478 0.77
Total 339370 32,22,220 5.32
5
*Others = Isuzu, Force and
Hindustan Motors

CHAPTER- 3
15
RESEARCH METHODOLOGY

Research may be very broadly defined as systematic gathering of data and

information and its analysis for advancement of knowledge in any subject.
Research attempts to find answer intellectual and practical questions through
application of systematic methods.

Data collection method

1. Primary Data
2. Secondary Data

1. Primary Data:
The primary data collected from making through distributing questionnaire to
100 different people to understand the customer’s level of satisfaction and
brand loyalty of maruti cars.

2. Secondary Data:
The secondary data is collected from brochures, business world magazines,
advertisements in television and various company websites.

Sample size:

I used judgement sampling to identify those respondants who had purchased or

used customer satisfaction and brand loyalty at some point or were currently using
aMaruti four wheeler in the small segment.So the final questionnaires that I used
for analysis was 100.

Random sampling:
16
Random sampling is a sampling technique where we select a group of subjects (a
sample) for study from a larger group (a population). Each individual is chosen
entirely by chance and each member of the population has a known, but possibly
non-equal, chance of being included in the sample.

LIMITATIONS:

 This study has been conducted to study the customer response, market share,
andcustomer satisfaction and response for MARUTI SUZUKI.
 It is aimed at different customer satisfaction with reference to age, purpose
of purchase, focusing on the target group.
 To analysis the findings or recommend the changes in service towards
customers.

The result fully depends on the information given by the respondents which may
be biased.

CHAPTER- 4

17
DATA ANALYSIS AND INTERPRETATION

Questionnaire

1.Name- ……(Optional)

2. Educational Qualifications

a) High school or less

b) Graduate

c) Post Graduate

d) Professional

3. House hold Income – a) Less than 5 Lakh

b) 5-10 Lakh

c) 10-15 Lakh

d) 15 Lakh and Above

1. which car brand do you prefer?

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 a) Tata b) Hyundai
b) Maruti Suzuki

Brand No. of respondents Percentage (%)

Tata 20 20%
Maruti Suzuki 56 56%
Hyundai 24 24%

brand

Tata
20%

Maruti suzuki
56%
Hyundai
24%

INTERPRETATION -It is interpreted that there is high percentage of respondents

who thinks that the most important car is maruti Suzuki and lower percentage of
respondents who thinks that tata is the best car.

2. Which company is your second choice apart from buying marutiSuzuki ?

a) ford b) tata

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 C) Hyundai d) others

Second preference No. of respondents Percentage (%)

Ford 13 13%
Tata 22 22%
Hyundai 57 57%
others 8 8%

Previous vehical
Previous vehical

Other

Ford

Tata

Hyundai

INTERPRETATION: It is interpreted that there is high respondents who thinks

that the most important car is Hyundai and low respondents who thinks that other
tata car.

3. How long your using maruti Suzuki cars?

a) 1-5yr b) 6-10yr

c) 11yr & above

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 Age group No. of respondents Percentage
1-5 yr 24 24%
6-10yr 60 60%
11yr & above 16 16%

Age Group

11yr & above

6-10yr

1-5yr

0
10
20
30
40
50
60

INTERPRETATION:It is interpreted that there is who owned 6-10yr of using

maruti cars and other respondents who owned only using cars 1-5 year using only.

4. reason for your choice?

a) Brand b) Price

c) features

No. of choice No.of respondents Percentage(%)

Brand 27 27%
Price 40 40%
21
features 33 33%

Choice

brand
27%
features
33%

price
40%

INTERPRETATION: It is interpreted is that respondents must ensure that price

is 40% to how much spend in cars and 33% spend in features and 27% spend in
brand.

5. Do you think Maruti cars are worth their price?

a) yes b) No

Yes / no No. of respondents Percentage(%)

Yes 88 88%
No 12 12%

22
 price
No
12%

Yes
88%

INTERPRETATION: it is interpreted that there is higher percentage (88%) of

your respondents and lower percentage (12%) of your respondents.

6. How do you feel when you drive yours maruti Suzuki car?.

a) Comfortable b) more comfortable

c) uncomfortable

Perception No of respondents Percentage(%)

Comfortable 30 30%
More comfortable 52 52%
uncomfortable 18 18%

23
 Perception
uncomfortable
18%

comfortable
30%

more comfortable
52%

INTERPRETATION: it is inferred that there is comfortable respondents is(30%)

and more comfortable respondents is (52%) and uncomfortable respondents is
(18%) of driving own cars.

7. What kind of changes are you expecting in maruti Suzuki car?

a) New facilities b) increased mileage

c) reduction in price

Parameters/ Rating1 Rating2 Rating3

responses
New facilities 60% 22% 21%
Increased mileage 39% 46% 13%
Reduction in price 29% 22% 17%

24
 new facilities

increased mileage Series 1

Series 2
Series 3

reduction in price

INTERPRETATION: It is inferred that there is 60% of respondents are change

expecting found in maruti cars and 13% of respondents are change expecting found
in maruti cars.

8. What is your opinion about service in maruti suzuki comparing with others?

a) Excellent b) Good c) Poor

Service No. of respondents Percentage(%)

Excellent 50 50%
Good 20 20%
Poor 30 30%

25
 service
excellent good poor

20%
30%

50%

INTERPRETATION: It is inferred that there is 50% of respondents are opinion

that service is excellent and 20% of respondents are opinion that service is good
and 30% of respondents are opinion that service is poor.

.9. How would you rate the after sales service and attitude of the service personnel
at Maruti Suzuki?

a) Very satisfied b) Satisfied c) Neutral

d) Dissatisfied e) Very dissatisfied

Sales No. of respondents Percentage (%)

Very satisfied 28 28%
Satisfied 36 36%
Neutral 14 14%
Dissatisfied 12 12%
Very dissatisfied 10 10%

26
 Sales

Very dissatisfied
10%
Very Satisfied
Dissatisfied 28%
12%

Neutral
14%

Satisfied
36%

INTERPRETATION: It is inferred that highly satisfied is 36% of respondents and

lower satisfied is 12% of respondents are dissatisfied.

10. When you purchase your next car do you think you shall go for a Maruti car?

a) Most definitely b) Most probably c) Not sure

responses No. of respondents Percentage(%)

Most definitely 34 34%
Most probably 46 46%
Not sure 20 20%

27
 Sales
Not sure
20%
Most definitely
34%

Most Probably
46%

.INTERPRETATION: It is inferred that respondents are must go for same car is

34% and not sure about that 20% of same car and 46% of respondents are most
probabably to buy a same car.

11. Do you want to make any remarks regarding your purchase of a Maruti car?

…………………………………………………………………

28
 CHAPTER -5

FINDINGS

First I would like to present my survey findings. The main findings of

my survey are as follows:

29
 It is found in the survey that males are the main decisions
maker for buying the car. As per the data 65% of male and
35% of female makes purchase decision.

 The main purchasing factors for the maruti Suzuki are quality
and brand image. The data reveals that 42% influences on
quality and 32% influenced for the brand.

 88% of the total respondents are using product since from a

long time. the majority of the respondents are using maruti
Suzuki products from more than 3

CHAPTER-6

SUGGESTIONS AND RECOMMENDATIONS

30
 After analyzing the findings, the following suggestions have been made. Great
care has been taken in making these suggestions for improvement of customer
satisfaction and brand loyalty:

 To increase the sales of maruti cars, it is must focus on its fuel efficiency, looks
and interiors of the car.
 To position maruti Suzuki cars , maruti must differentiate it from Hyundai
which people consider it to be its nearest competitor.
 Customers are take need constantly after sales service so company should
focus on servicing instead of selling.
 Company should create new ideas to attract customer towards servicing.
 Company should provide the facility to customer like tea, mineral water during
servicing time.
 Customer likes best quality cars in any price so company should add best
technology in the product.
 Most of the respondents express that they have technical problems in their
existing car and some of them opine that they switch over to another brand
because they would like to buy a new technology

 Indian youth/consumers are very strongly influenced by sports personalities,

film stars and celebrities. For positioning the consumer durables like cars, the
manufacturers can utilise the endorsement of these celebrities.
 Customers form their expectations through statements made by friends and
relatives and therefore it would be beneficial if the extent of influence of such
groups was studied.
 Experts believe that the main driver of the Indian car market is the availability
of car finance on easy instalments and reasonable interest rates.

31
 The demand for small car segment is increasing because of the growing number
of nuclear families as well as parking problems. Hence the manufacturers
should find out the needs, wants, tastes and preferences of consumers in order
to design suitable products.
. Many women are now becoming educated, and they pose challenges in
employment once reserved for men. According to the observations made, it is
stated by most of the female respondents that automobile manufacturers should
study the behaviour of women and should produce a car exclusively for women
as two wheeler manufacturers are doing.
 Customer satisfaction can be improved by providing more headroom for
customers whose height is more than six feet.
 Modification can be done for FM antenna as it is difficult to use the car body
cover with the fixed protruding antenna on roof top. Customers would be more
satisfied if the position of antennas shifted to the driver side corner.
 The waiting period for diesel version of some cars (Swift, Swift DZire and
SX4) is too long. Steps should be taken to increase the production of those cars.
 The colour choices on cars available can also be increased.

CHAPTER -7

CONCLUSION
The Indian car makers have shown remarkable agility to cope with global
players. The expected rise in income levels, wide choice of models and easy
availability of finance at lower interest rates has driven .The future scope also
looks even better. The Indian Automobile Industry has seen a lot of

32
international car manufacturer’s entering India. The Indian road has seen the
change with new technology cars coming in with more luxury and affordability.
There has been a drastic change from two wheelers to four wheelers ruling the
Indian roads. Hence, the vast change has resulted on the wide range of cars
running on the Indian roads. The value of possessing a car has changed from
time to time. When the car was introduced in the country, only few would have
the privilege of driving and owning a car. Slowly the transformation happened,
now a common man could earn himself the pleasure of owing a car. This was
made possible due to the high potential buying power from the middle class
segment. Understanding the fact, the car manufacturing companies realized to
tap the untapped potential in the Indian car market.

Finally, in order to enhance service quality, customer attraction should be

retained, and competitive advantage should be gained, people-based companies
have to increase employees’ attitude, training and improve their knowledge of
services. Maruti Suzuki should also introduce new vehicles with the latest
technology. It has to introduce more number of diesel and liquid petroleum gas
(LPG) versions. The study considered only the customers’ point of view from
service quality of car service agencies. Hence, future studies are recommended
to conduct surveys of managers and employees because their understanding of
customers’ expectations as well as their communication with customers is
important to the final perceived service quality of car agencies.

33
BIBLIOGRAPHY

www.reviewsxp.com

WWW.SCRIBD.COM

WWW.ITCPORTAL.COM

WWW.HUL.CO.IN

WWW.COLGATEPALMOLIVE.COM

34
WWW.DABURINDIA.CO.IN

QUESTIONNAIRE

CUSTOMER BRAND LOYALTY AND SATISFACTION OF

MARUTI CARS

1. which car brand do you prefer?

35
 a) Tata b) Hyundai
b) Maruti Suzuki

2. Which company is your second choice apart from buying marutiSuzuki ?

a) ford b) tata

C) Hyundai d) others

3. How long your using maruti Suzuki cars?

a) 1-5yr b) 6-10yr

c) 11yr & above

4. reason for your choice?

a) Brand b) Price

c) features

5. Do you think Maruti cars are worth their price?

a) yes b) No

6. How do you feel when you drive yours maruti Suzuki car?.

a) Comfortable b) more comfortable

36
c) uncomfortable

7. What kind of changes are you expecting in maruti Suzuki car?

a) New facilities b) increased mileage

c) reduction in price

8. What is your opinion about service in maruti suzuki comparing with others?

a) Excellent b) Good c) Poor

9. How would you rate the after sales service and attitude of the service personnel
at Maruti Suzuki?

a) Very satisfied b) Satisfied c) Neutral

d) Dissatisfied e) Very dissatisfied

10. When you purchase your next car do you think you shall go for a Maruti car?

a) Most definitely b) Most probably c) Not

11. Do you want to make any remarks regarding your purchase of a Maruti car?

…………………………………………………………………

37
THANK YOU

38
39