c



If we can compare marketing to a long train with a multiple compartment

then every bogies represent different aspect of marketing. Marketing
strategy formulation depends upon the every aspect of related terms and
marketing research plays vital roles to connect each compartment to form
a cohesive functional unit.
The automotive industry is at the centre of India¶s new global dynamic. It
plays major roles in retaining manufacturing industry growth over 12.5%
per annum.
The motivation behind the project was to gain clear understanding about
marketing research. Through this project I have tried to understand the
complexities involved in gathering of data for drawing inferences .The
final objective is to produce a result that is accurate, useful, and free from
bias and helps in the successful completion of my PGDM course. The
project has been presented in a simple format .
 

c


 



 c    c


1 INTRODUCTION  

2 OBJECTIVE OF STUDY 

3 LITERATURE REVIEW 

4 RESEARCH METHODOLOGY 

5 DATA PRESENTATION 

6 OBSERVATION & FINDINGS  

7 CONCLUSION  

8 RECOMONDATION & SUGGESTION  

9 LIMITATION 

10 OVERALL EXPRRIENCE 

11 BIBLIOGRAPHY 

12 APPENDIX/ANNEXURE  

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Present world is the world of competition. There is huge competition in

each and every sector. Everyone wants to be ahead of their competitors.
The competitive landscape, rapidly changing technologies, increased
complexity of products and services and more aware and demanding
customers are all pushing the Organization to a dopt the customer centric
focus. This project was allotted to me by the marketing department of
MG MOTORS (ALWAR)

In the present dynamic business environment customer play a vital role

and is of centric value to the Organization. Hence satisfying a custome r
by providing excellent services is of prime importance to the company.

First of all a proper outline of the entire survey work was decided like
research objectives, research approach. The main objective of the
research was to find out the satisfaction le vel of the customers from
products offered by the company in the market.

The next step was decided upon other areas of research design. To meet
the main objectives of the research programme a proper sample size was
decide upon, which represents the entire population and help in getting
results. Structured questionnaire was used as research instrument and
personal interview method was used for data collection in the whole
survey. Analysis and interpretation were drawn from the entire data so as
to focus on the major problems. Analysis and interpretation were further
used to reach the results and findings of the survey and were also helpful
in making the suggestions.  

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 9   9


9 
 9


 99


 
  9   

 Public (BSE MAR I, NSE


MAR I)


 9
 
Automotive

 1981 (as Maruti Udyog Limited)


  

 Gurgaon, India

 Mr. Shinzo Nakanishi, Managing


 Director and CEO

 
 
Automobiles, Motorcycles

 
ŸUS$4.8 billion (2009)



 
6,903



 
Suzuki Motor Corporation

  
www.marutisuzuki.com



  9    i a publi l li t aut aker i India. It
i t e largest aut bile manufacturer in Sout Asia. Suzuki Motor
Corporation of Japan holds a majorit stake in the company. It was the
first company in India to mass-produce and sell more than a million cars.
It is largely credited for having brought in an automobile revolution to

c
  
India. It is the market leader in India and on 17 September 2007,  
   was renamed Maruti Suzuki India Limited. The
company's headquarters are located in Delhi.


  !
c

Maruti Suzuki is one of India's leading automobile manufacturers and the

market leader in the car segment, both in terms of volume of vehicles sold
and revenue earned. Until recently, 18.28% of the company was owned
by the Indian government, and 54.2% by Suzuki of Japan. The Indian
government held an initial public offering of 25% of the company in June
2003. As of 10 May 2007, Govt. of India sold its complete share to Indian
financial institutions. With this, Govt. of India no lo nger has stake in
Maruti Udyog.

     " # was established in February 1981,

though the actual production commenced in 1983 with the Maruti 800,
based on the Suzuki Alto kei car which at the time was the only modern
car available in India, its' only competitors- the Hindustan Ambassador
and Premier Padmini were both around 25 years out of date at that point.
Through 2004, Maruti Suzuki has produced over 5 Million vehicles.
Maruti Suzuki¶s are sold in India and various several other countries ,
depending upon export orders. Models similar to Maruti Suzuki¶s (but not
manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation
and manufactured in Pakistan and other South Asian countries.

The company annually exports more than 50,000 cars a nd has an

extremely large domestic market in India selling over 730,000 cars
annually. Maruti 800, till 2004, was the India's largest selling compact car
ever since it was launched in 1983. More than a million units of this car
have been sold worldwide so far. Currently, Maruti Suzuki Alto tops the
sales charts and Maruti Suzuki Swift is the largest selling in A2 segment.

Due to the large number of Maruti 800s sold in the Indian market, the
term "Maruti" is commonly used to refer to this compact car model. Till
recently the term "Maruti", in popular Indian culture, in India Hindu's
lord Hanuman is known as "maruti", was associated to the Maruti 800
model.

Maruti Suzuki has been the leader of the Indian car market for over two
decades.

c
 

Its manufacturing facilities are located at two facilities Gurgaon and
Manesar south of Delhi. Maruti Suzuki¶s Gurgaon facility has an installed
capacity of 350,000 units per annum. The Manesar facilities, launched in
February 2007 comprise a vehicle assembly plant with a capaci ty of
100,000 units per year and a Diesel Engine plant with an annual capacity
of 100,000 engines and transmissions. Manesar and Gurgaon facilities
have a combined capability to produce over 700,000 units annually.

More than half the cars sold in India are Maruti Suzuki cars. The
company is a subsidiary of Suzuki Motor Corporation, Japan, which owns
54.2 per cent of Maruti Suzuki. The rest is owned by the public and
financial institutions. It is listed on the Bombay Stock Exchange and
National Stock Exchange in India. 

c



 
 

c


 c


 c
 



c


 c$%$  &

&'$ $ 

 800 (Launched 1983)

 Omni (Launched 1984)
 Gypsy (Launched 1985)
 WagonR (Launched 2001)
 Alto (Launched 2000)

 Swift (Launched 2005)
 Estilo (Launched 2006)
 SX4 (Launched 2007)
 Swift DZire (Launched 2008)
 A-star (Launched 2008)
 Ritz (Launched 2009)
 Eeco (Launched 2010)

(

 Grand Vitara (Launched 2007)

 %$& &%

 1000 (1990±1994)
 Zen (1993±2006)
 Esteem (1994±2008)
 Baleno (1999±2007)
 Versa (2001±2010)

 Grand Vitara XL7 (2003±2007)

&'$ &$   %

Maruti Suzuki has two state-of-the-art manufacturing facilities in India.

Both manufacturing facilities have a combined production capacity of
1,000,000 vehicles annually.

&&'$ &$   

The Gurgaon Manufacturing Facility has three fully integrated

manufacturing plants and is spread over 300 acres. All three plants have

c


an installed capacity of 350,000 vehicles annually but productivity
improvements have enabled it to manufacture 700,000 vehic les 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, Swift and
Eeco.

&%&'$ &$   

The Manesar Manufacturing Plant was inaugurated in February 2007 and

is spread over 600 acres. Initially it had a production capacity of 100,000
vehicles annually but this was increased to 300,000 vehicles annually in
October 2008. The Manesar Plant produces the A-star, Swift, Swift DZire
and SX4.


c 
!
c

%& ) $*+

Maruti Suzuki is one of the companies in India which has unparalleled

sales and service network. As of 2009 it currently has 681 dealerships
across 454 cities. To ensure the vehicles sold by them are serviced
properly, Maruti Suzuki has 779 dealer workshops, 1,945 Maruti
Authorized Service Stations and 30 Express Service Stations on 30
National Highways across 1,314 cities in India.

Service is a major revenue generator of the company. Most of the servi ce

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.

c


 &%&$

Launched in 2002 Maruti Suzuki provides vehicle insurance to its

customers with the help of the National Insurance Company, Bajaj
Allianz, New India Assurance and Royal Sundaram. The service was set
up the company with the inception of two subsidiaries Maruti Insurance
Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited.

This service started as a benefit or value addition to customers and was

able to ramp up easily. By December 2005 they were able to sell more
than two million insurance policies since its inception.

  &&$

To promote its bottom line growth, Maruti Suzuki launched Maruti

Finance in January 2002. Prior to the start of this service Maruti Suzuki
had started two joint ventures Citicorp Maruti and Maruti Countrywide
with Citi Group and GE Countrywide respectively to assist its client in
securing loan. Maruti Suzuki tied up with ABN Amro Bank, HDFC
Bank, ICICI Limited, Kotak Mahindra, Standard Chartere d Bank, and
Sundaram to start this venture including its strategic partners in car
finance. Again the company entered into a strategic partnership with SBI
in March 2003 Since March 2003, Maruti has sold over 12,000 vehicles
through SBI-Maruti Finance. SBI-Maruti Finance is currently available in
166 cities across India.

Citicorp Maruti Finance Limited is a joint venture between Citicorp

Finance India and Maruti Udyog Limited its primary business stated by
the company is "hire-purchase financing of Maruti Suzuki vehicles". Citi
Finance India Limited is a wholly owned subsidiary of Citibank Overseas
Investment Corporation, Delaware, which in turn is a 100% wholly
owned subsidiary of Citibank N.A. Citi Finance India Limited holds 74%
of the stake and Maruti Suzuki holds the remaining 26%. [19] GE Capital,
HDFC and Maruti Suzuki came together in 1995 to form Maruti
Countrywide.[20] Maruti claims that its finance program offers most
competitive interest rates to its customers, which are lower by 0.25% to
0.5% from the market rates. Maruti is the best ca r in the world


c


 

Maruti True service offered by Maruti Suzuki to its customers. It is a

market place for used Maruti Suzuki Vehicles. One can buy, sell or
exchange used Maruti Suzuki vehicles with the help of this service in
India. As of 2009 there are 315 Maruti True Value outlets.

,&(&

N2N is the short form of
& 
&  &(& and provides
lease and fleet management solution to corporate. Their impressive lists
of clients who have signed up of this service include Gas Authority of
India Ltd, DuPont, Reckitt Benckiser, Sona Steering, Doordarshan,
Singer India, National Stock Exchange and Transworld. This fleet
management service includes end -to-end solutions across the vehicle's
life, which includes Leasing, Maintenance, Convenience services and
Remarketing.

$$%% %

Many of the auto component companies other than Maruti Suzuki started
to offer components and accessories that were compatible. This caused a
serious threat and loss of revenue to Maruti Suzuki. Maruti Suzuki started
a new initiative under the brand name   & & $$%% % to
offer accessories like alloy wheels, body cover, carpets, door visors, fog
lamps, stereo systems, seat covers and other car care products. These
products are sold through dealer outlets and authorized service stations
throughout India.

  ) & $-

As part of its corporate social responsibility Maruti Suzuki launched the

Maruti Driving School in Delhi. Later the services were extended to other
cities of India as well. These schools are modelled on international
standards, where learners go through classroom and practical sessions.
Many international practices like road behaviour and attitudes are also

c


taught in these schools. Before driving actual vehicles participants are
trained on simulators.

%%%&c.(%

On February, 24, 2010, Maruti Suzuki India, announced recalling of

100,000 A-Star hatchbacks to fix a fuel leakage problem. The company
will replace the gaskets for all 100,000 A-Star cars.

/%

Maruti Exports Limited is the subsidiary of Maruti Suzuki with its major
focus on exports and it does not operate in the domestic Indian market.
The first commercial consignments of 480 cars were sent to Hungary. By
sending a consignment of 571 cars to the same country Maruti Suzuki
crossed the benchmark of 300,000 cars. Since its inception export was
one of the aspects government was keen to encourage. Every political
party expected Maruti Suzuki to earn foreign currency.

Angola, Benin, Djibouti, Ethiopia, Europe, Kenya, Morocco, Sri Lanka,

Uganda, Chile, Guatemala, Costa Rica and El Salvador are some of the
markets served by Maruti Exports.

c 



 

This is very important for a student of PGDM. This business

administration course is not answer of all problems which arise in
practical field. There is no certain formula for any particular problem but
the aim of this study is to develop the decision making. Right decision at
right time itself helps an organization to run smoothly.

The training in any organization gives us an idea of different marketing

activities and main emphasis is given on ³Customer Satisfaction´ aspect
and also it is how business is taken tactfully when any problem comes to
an executive so the problem solving, right decision making and

c
 

knowledge of different types of marketing activities game much
important to this study. 

 0

!
 

1
 To introspect into the satisfaction level of the customers with
respect to Maruti Suzuki.
,
 To find out the satisfaction level of customers about services
provided by Maruti Suzuki.
è
 To find out why customers preferred Maruti Suzuki Product in that
Category of other cars.

The topic has been already given by the company to collect information
about Current happening in the market. It also helps to ma kes
improvements in service and quality of the product, for their long time
existence in the market and getting profit.

Simultaneously, it was also helpful for me to learn the channel of

distribution and observe the demand of particular products.





2

Kurt Matzler and Hans H. Hinterhuber in their article ³How to make

product development projects more successful by integrating Kano's
model of customer satisfaction into quality function deployment´ in
science direct Technovation,Volume 18, Issue 1, January 1998, Pages 25-
38 said that -Managers need a set of practical step -by-step tools and
methods which ensure a better understanding of customers' needs and
requirements, as well as procedures and processes to enhance
communication by focusing on the voice of the customer within a product
development project.
The authors propose a methodology, based on Kano's model of customer
satisfaction, to explore customers' stated needs and unstated desires and
to resolve them into different categories which have different impacts on
customer satisfaction.
Robert A. Peterson and William R. Wilson in their paper ³ Measuring
customer satisfaction: Fact and artefact´ published in Journal of the

c



Academy of Marketing Science October, 2007 said that - Self-reports of
customer satisfaction invariably possess distributions that are negatively
skewed and exhibit a positivity bias. Examination of the customer
satisfaction literature and empirical investi gations reveal that
measurements of customer satisfaction exhibit tendencies of confounding
and methodological contamination and appear to reflect numerous
artefacts.
Thorsten Hennig-Thurau and Alexander Klee in their article ³The impact
of customer satisfaction and relationship quality on customer retention: A
critical reassessment and model development´ published in Department
of Marketing II, Marketing Management, University of Hanover, Konigs
worther Platz 1, 30167, Hanover, Germany said that - Customer
satisfaction with a company's products or services is often seen as the key
to a company's success and long-term competitiveness. In the context of
relationship marketing, customer satisfaction is often viewed as a central
determinant of customer retention. However, the few empirical
investigations in this area indicate that a direct relationship between these
constructs is weak or even nonexistent. The overall purpose of this article
is to develop a conceptual foundation for investigating the customer
retention process, with the use of the concepts of customer satisfaction
and relationship quality. The article involves a critical examination of the
satisfaction-retention relationship, and the development of a more
comprehensive view of the customer's quali ty perception.

    (  is India's largest automobile company. Its main

factory is situated in Gurgaon district, Haryana. The company, a joint
venture with of Government of India with Suzuki of Japan, has been a
success story like no other in the annals of the Indian automobile
industry. The first cars rolled out for sale on 14th December 1983, (the
Company went into production in a record 13 months), marking the
beginning of a revolution in the Indian automobile industry.
The Indian car market had stagnated at a volume of 30,000 or 40,000 cars
a year for the decade ending 1983. In 1993, this figure reached a number
of 1, 96,820. Maruti's figures are a different story altogether. Maruti
reached a total production of one million motorcars in March 1994,
becoming the first Indian company to cross this milestone and crossed the
two million mark in 1997.

c


 For the year ended 1997-98, Maruti posted a turnover of US$ 2.1 billion
and a Profit before Tax of US$ 244 million. During the year, Maruti
produced over 350,000 vehicles, out of which 26,000 were exported.
Maruti has made profits in every single year since inception, and has been
paying dividends for ten years.
Through the years Maruti has provided world-class Japanese technology,
suitably adapted to Indian conditions and Indian car users. Maruti's
market share figures show the response of customers: In 1997 -98, its
market share of vehicles was over 70%. In addition to leading in the
economy car segment, Maruti is also the leader in the luxury car segment
with a market share of 38%. Maruti also sells the Grand Vitara, sports
utility vehicle (SUV) in India.
The success of the joint venture led Suzuki to increase its equity from
26% to 40% in 1987 and further to 50% in 1992. As a result, Maruti
changed from being a government company to a non -government
company. With the introduction of economic liberalization from July
1991, the government realized the high growth potential of the passenger
car market. It took note of the contribution of this segment in promoting
employment, technological up gradation of industry and contribution to
government revenues. Policy changes took place accordingly. Maruti's
excellent performance in the post-liberalization milieu is in keeping with
the earlier trend set by it.
As a result, the transfer of technology from Suzuki has been a smooth
process. By February 1990, a local content of above 90% was reached for
the Maruti 800.

  

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$-#
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c


Promoters
Indian 5,28,24,020 18.28
Promoters
Foreign 15,66,18,440 54.21
Promoters


Persons acting in - -
concert 

.5
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,678979,79:6 ;,
98
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Institutional - -
Investors 

Mutual Funds and 56,94,788 1.97

UTI 

Banks, Financial
Institutions, Insurance 1,18,95,877 4.12
Companies (Central /
State Govt. Institutions
/ Non-government
Institutions)


FIIs 
4,59,97,976 15.92
.5 :7è 7<<7:91 ,,
61
" # 

-% 
- -
Private Corporate 24,10,817 .83
Bodies 

Indian 1,32,84,258 4.60

Public 

NRIs / 1,83,884 .07

OCBs 

Any other (please - -

specify) 

.5 17 <7;<78 8
6
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    ,<7<871676:6 166

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>

1. Name, number of shares held and percentage share holding of

entities / persons mare than 1% of the share of company.

A) c(%±
('-
&  ? 
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c%& -- &
5,28,24,020 18.28
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5

President of India
15,66,18,440 54.21
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c(%5

Suzuki Motor

Corporation

#& c(%@

' -%- c$& &
('-
&  ? -- &
c%&
Banks / Financial Institutions and Insurance Companies 
 99,32,974 3.438

FII¶s 
# !  . 83,22,945 2.881
&)%(&&%?$

 40,32,349 1.396
.#& & &

&& &
( 

 33,67,800 1.166
$#
( &+%
*-&&$




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 ,
 Total foreign shareholding is 20, 28, 00,300 equity shares, which
accounts for 70.195 % of the total paid up share capital of the
Company.

A
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© Tata Motors
© Hyundai India
© General Motors India
© Fiat India
© Ford India
© Honda India
© BMW
© Mercedes Benz
© Toyota
© Hindustan Motors
© Nissan

  A !
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 & 156,618, 54.2 156,618, 54.2 156,618, 54.2
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. 156,618, 54.2 156,618, 54.2 156,618, 54.2
440 1 440 1 440 1
c 
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&%  &&)%%
&% 7,904,88 2.74 7,768,29 2.69 10,108,9 3.50
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&+% &
 40,250,3 13.9 39,391,7 13.6 40,129,3 13.8
&%
& 13 3 96 3 65 9
&%&$
C% 61,017,8 21.1 65,921,4 22.8 62,851,1 21.7
22 2 78 2 21 5
. 109,173, 37.7 113,081, 39.1 113,089, 39.1
024 9 570 4 480 4
-&)%%
c ) 16,280,1 5.64 13,254,9 4.59 13,591,2 4.70
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-%
-% 166,817 0.06 354,610 0.12 211,722 0.07
. 16,610,0 5.75 13,730,2 4.75 13,913,4 4.82
49 68 65
& 6,508,54 2.25 5,479,78 1.90 5,288,67 1.83
c. $ 7 2 5
  288,910, 100.0  288,910, 100. 288,910, 100.
  060 0 060 00 060 00




 ('- (.%' Shares as a percentage
--% %- of total number of shares
{I.e., Grand Total
(A)+(B)+(C) indicated
in Statement at Para
(I)(a) above}
1 SUZUKI MOTOR 156618360 54.21
CORPORATION
, PRESIDENT OF 13000020 4.50

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 INDIA
è KINJI SAITO NOM 20 0.00
OF
SUZUKI
9 MOTOHIRO 20 0.00
ATSUMI NOM OF
SUZUKI
 SHINZO 20 0.00
NAKANISHI NOM
OF SUZUKI
: SHINICHI 20 0.00
TAKEUCHI NOM
OF SUZUKI
 <
;1


 A
  



Maruti Suzuki is following the product line strategy of Line Filling. Line
filling is a strategy where the company introduces new products within
the same (existing) price range.

Maruti Suzuki recently launched a series of brands in the hatchback

segment. A look at the price ranges of hatchback brands of Maruti will
give you a clear picture of Line Filling.

The overlap is diagrammatically represented below.


From the price ranges, it is evident that there is a significant overlap
among various brands. The question is why Maruti chose to bring out

c


products with similar price ranges. Another question is whether this
overlap will create cannibalization among these brands.

There are several reasons for such a line filling strategy. According to
Prof. Philip Kotler, firms adopt this strategy for

A. Incremental Profits 
B. Satisfy Dealers who complain about lost sales because of missing
items in the line 
C. Utilize existing capacity 
D. Try to become a full-line company 
E. Try to plug holes to keep the competitors away. ( Source Marketing
Management ,11 edition) 

In the case of Maruti, more than one reason prompts it to fill the line.
Maruti Suzuki has tremendous brand equity in the Indian market. Hence
having a full line catering to all segments of consumers offers tremendous
advantage to the company.
There are customers (like me) who would like to buy a car from Maruti.
Having various offerings at various price points keeps that customers
happy and make them stick to the company. If I want to upgrade to a
bigger car, I have a choice or a A star or a Wagon R or a Ritz or a Swift.
In such a scenario, I may not go in to a competitor's product.

Another reason for Maruti's line filling is to keep out the competitors. The
company is facing lot of competition in the hatchback segment. At the
lower end Nano may give Alto and 800 a run for its money. Santro, i10
and Spark is giving tough competition for mid -range hatchbacks and
products like Fabia, Palio, Punto, i20 are giving competition at the higher
segment of the hatchback market. Hence to keep the market share intact,
Maruti is keeping a full line of brands covering various price points.

When there are brands which have similar price points, it is natural that
some sort of cannibalization will happen. When Ritz was launched, it
definitely took away some customers of Swift. But Maruti can be happy
that the customer has bought its product rather than that of its competitor.
Regarding the profits, Maruti is one of the lowest cost producers in the
automobile industry. This low cost base enables the firm to make a profit
irrespective of cannibalization.
c


One of the critical factor that a firm should consider while line filling is
the Differentiation. There has to be a just-noticeable difference between
the offerings otherwise consumers will get confused. In the case of
Maruti brands, there is a clear differentiation either interms of design or
performance between these brands.

Line filling is the strategy adopted by Maruti Suzuki to retain its grip in
the Indian market. But in the Indian Automobile industry, may be only
Maruti can do it.

 !
! 

Research Methodology is a way to systematically solve the research

problems. It may be understood as a science to studying how research is
done scientifically. In it we study the various steps that are generally
adopted by a researcher in studying his rese archer problem along with the
logic behind them. Researchers also need to know the criteria by which
they can decide that certain procedures and techniques which will be
applicable to certain problems. This entire means that it is necessary for
the researcher to design his methodology for his problem as it may be
different from problem to problem.

The survey was conducted on ³A study of different products and their

promotion for Maruti Suzuki in MG MOTORS´ In Alwar region, with
reference of different Customers. The geographical scope of my survey
was limited to Alwar region only. Study aims at relationship between
Company Executives and Customers and why any customer purchased
particular brand only. The survey covers a wide range of activities and
factors, which influence the customer to purchase the Maruti Suzuki
product. The validity of the findings of this survey is limited to the period
during which the field survey was conducted i.e., in April - June 2010.

 !


Undertaking this project different commercial vehicle users were

interviewed personally to know about the present market scenario
prevailing in alwar Region. To carry out survey efficiently and

c
 

effectively, it was very necessary to have a perfect questionnaire to
extract the desired informational aspects that was needed for examining
the viability study of Maruti Suzuki in alwar region.

c 


All these type of data collect through the personal interview & also tele
interview. They provide the full information about related ques tionnaire. I
have collected the only one hundred seventy five sample design for that
study. These types of data are collected in random way.

 


All these data has been collected through interview of people having
commercial vehicles. I interviewed them without disclosing the name of
the company. They also provided me relevant information regarding
competitors providing sales and services.

The data has been collected as:

© Primary source of data

© Secondary source of data

c    
  > It is the information collected

directly without any references. For carrying out the prescribed survey,
customers were contacted through Field survey. Customers of different
age groups and profile were contacted for this purpose.


  
> Field experiments are characterized by a high degree

of realism. The typical manner of obtaining this realism in making studies
is to vary the independent variable in the market place. Personal
interaction could be established through the field survey. One of the main
advantages of the field research was that it gave a clear picture of user's
response towards advertise. Customers were given a structured
questionnaire for this purpose.
c




   
> The main secondary data sources
were Newspapers, Journals, Company-manual and informative material,
Books, Internet, Magazines, etc.


 

The tools used for the collection was the questionnaire. Data collected
was formulated with help of tally marks.


! 


Personal interview was the contact method used for proper in detail
information. A face to face interview took place with each commercial
vehicle user. Data collection through questionnaire was properly
classified and tabulated in the form report.

 
!D
   

It is the part of statistical practice concerned with the selection of

individual observations intended to yield some knowledge about a
population of concern, especially for the purposes of statistical inference.
Each observation measures one or more properties (weight, location, etc.)
of an observable entity enumerated to distinguish objects or individuals.

The population was divided into different areas and within each area
random sampling, which is one of the method of prob ability sampling
was adopted.


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Since in the questionnaire there was associated time with maruti.
Respondents gave view what they feel. Among one hundred seventy five
respondents 35% people purchase new vehicle less than 6 months & 39%
people purchase within 1year & 19% people purchase within 2 year &
7% people purchase within 3years.


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Since in the questionnaire there was knowledgeable Salesperson.
Respondents told 91% are agree with sales person knowledge & 6%
strongly agree with knowledge of sales executive & only 3% Disagree of
knowledgeable sales person.

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Since in the questionnaire there were product knowledge provided by
company brochures & leaflets & employees. In that 89% are agree & 6%
strongly agree & 5% are disagree.

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Since in the questionnaire there was offer Test drive of particular vehicle.
Respondents are 54% agree & 7% strongly agree & 5% Strong disagree
& 34% disagree.


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Since in the questionnaire there was availability of product. Respondents
say products are available according their requirement. 46% agree with
availability of product & 4% Strong agree & 31% are disagreeing with
availability of product & 19% strong disagree.

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Since in the questionnaire there was affordable price. According to
respondent s maruti product price are affordable comparing to other &
82% are agree with price &17% are disagree & 1% are not consider the
price matter.

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Since in the questionnaire there was attractive discount offered. 73%

respondents are agreeing with discounts offer & 2% are strong agreeing
& 1% is strong disagreeing & 24% disagree with discount offer.

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Since in the questionnaire there was vehicle deliver with feature.
According to study 91% agree &they say vehicle are deliver with feature
& 9% are strong agree with vehicle deliver with feature.

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Since in the questionnaire there was delivery experience. Under study
82% are agree with delivery experience & 7% strong agree & 10%
disagree & 1% strong disagree with delivery experience.

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Since in the questionnaire there was post sales follow-up. Under those
study 78% respondents says organization does follow-up on daily basis
after sale product. 16% respondents are neither agree & nor disagree from
it & 5% are disagree & 1% are strongly agreeing for post sales follow-up.

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Since in the questionnaire there was respond to complain quickly. 62%
respondent says they have no complained about maruti product & 19%
are agreeing from it. 18% are disagreeing from about respond to complain
quickly & 1% strong disagrees from it.

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Since in the questionnaire there was provide information about service
&service station. 83% says provide full information about service & 3%
strong agree from it. & 11% disagree from about service information &
3% are neither agree nor disagree about it.

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Since in the questionnaire there was tell about the service experience.
74% says services is excellent & agree from it & 1% strong agrees. 12%
are disagreeing & 13% are neither agree nor disagree.

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Since in the questionnaire there was tell about the fuel consumption of
vehicle. 86% are says fuel consumption is good of the vehicle. 5% says
fuel consumption is average & 9% says fuel consumption is excellent.

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Since in the questionnaire tell about the maruti insurance. 99%
respondents take the maruti insurance for the vehicle & only 1% takes
other insurance.

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Since in the questionnaire 61% respondents takes extended warranty &
39% are not take that warranty.

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Since in the questionnaire tell about the true value services. True value
services take only 20% respondents & 80% are not taken those services.

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Since in the questionnaire tell about the maruti finance. 67% respondents
finance through the maruti finance & 33% not take maruti finance.
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Since in the questionnaire there were genuine accessories. 62% take the
accessories from maruti accessories department & 38% are not taken the
maruti genuine accessories.

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Since in the questionnaire there was cleanliness & comfort & amenities.
78% are says comfort & amenities are good & 8% says excellent about it.
14% says that was average.

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Since in the questionnaire tell about the service satisfaction. 67% says
service satisfaction is good. 14% says service satisfaction is excellent &
19% says service satisfaction is average.


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Since in the questionnaire there was recommend maruti. 44% respondents
recommend maruti likely & 19% recommend vary likely & 30%
recommend on average but 7% recommend unlikely.

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Since in the questionnaire there was product buy again. 71% says they
purchase vehicle likely & 7% purchase vary likely & 22% are not sure
about maruti vehicle.

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Since in the questionnaire tell about the overall opinion. 61% has good
opinion & 10% have very good opinion. 21% average opinion & 8% they
get bad opinion about maruti.

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  The competition on four wheeler vehicle industry is now increasing

day by day and there is stiff competition between four Wheeler
Companies in India.
  mour wheeler companies are spending a huge sum of money in
advertising of the product to create public awareness.
  It is now very important for a firm to know if advertising helps in
increasing the sale or not.
  mirm wants to know that customer are satisfy or not about the
company product and according to questionnaires company know
that more people satisfy from the company¶s product.

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  Firm uses company brochures, leaflets, and people adequate for
giving the knowledge about the Maruti Suzuki Vehicle's product. 

 It is very necessary that customers know about the new product and
services from time to time. 
 From where customer go for service and according to survey many
customers go to authorized service station and they also want to
purchase spare parts from authorized service station because they
are satisfy with the service of authorized service station. 

  

Today¶s world is the world of competition. Customers are the central

entity of every business. In present scenario company not only look for
customer satisfaction but the main race is to delight the customers. After
undertaking the entire project work I have drawn certain conclusions.

Maruti Suzuki Pvt. Ltd. is mainly concerned wi th the production of

personal vehicles. I have studied 4 wheeler segments and I reached to a
conclusion that the firm should focus on its marketing strategies and
marketing plans. The major customers of the firm in this particular secto r
are travelling agencies & particular customer segment .

Firm¶s research and development department should concentrate o n

giving best quality product & should take into consideration customer¶s
requirement. This survey helped in finding out the major problem areas
and analysis and interpretation provide a path to come out of the
problems.

The survey revealed that in automobile sector apart from product quality,
price and after sales service plays a major role in customers buying
preference and to keep the customer happy.






 The Maruti Suzuki Servicing centre should work on Sunday as the

local transporters don¶t work on Sunday and it would be
convenient for them to get their vehicles repaired. 

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  The Vehicles Users want the servicing centre to be time flexible, as
they want their work to be done as per their conv enience of time. 
 The customers want their vehicles to be serviced and handled
carefully. 
 The customers should be allowed to wait and see how the servicing
is done from a Glass Cabin. 
 As the servicing is over the vehicle should be delivered to the
customers and he should not be kept waiting till the time of
delivery on the job card. 

 Reasonable charges should be charged for servicing. 
 Customers want credit, hence only the regular customer to be given
credit against cheque. 
 Advertising should be done as, ³Maruti Suzuki authorized service
Centre with features of local garage´. 
 Experienced Mechanics should be there to reduce mishandling of
vehicles. 



1. It was not possible to understand thoroughly about the different

marketing aspects of Automobiles product in a span of two months.
2. The survey was conducted in the peak season when the sale was
too high; by this I didn¶t get the appropriate result.
3. Money-as no stipend was given, it was difficult to cover a wide
geographical area for research.
4. All the work was limited in alwar area, so the findings should not
be generalized. The finding of the survey is strictly based on the
response of consumers, since it is difficult to ascertain the
authenticity of their statement.


 
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In that summer internship time was good. I also learn various things &
work with them properly. I work in the marketing & sales department.

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I also work as a sales executive in that organization. They provide me a
project topic for preparing a report. I also atten d the sales executive
training for five days. I also learn more to there & also learn for
marketing strategies

That type of training is beneficial in future & also help to me gain more
experience in further future.

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Marketing management by Philip kotler

William G. Zikmund, Business Research methods, cangage learning

Various research papers.

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Auto mobiles magazines (Auto World, Auto India)

2.>

www.Marutisuzuki.com

www.wikipedia.org

www.marutiudyog.com

www.google.co.in

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Dear customer,

Thank you for purchasing our vehicle. We would be grateful

if you could spare a few minutes to complete this Customer Satisfaction
Questionnaire to help us ensure that our standard of customer care
exceeds expectations wherever possibl e.

D
1 How long have you been associated with Maruti?

&%...........................................................................

D
, How would you rate Maruti on the following parameter?

 Strongly Disagree Neither Agree Strongly

disagree agree Nor agree 
disagree
Knowledgeable sales
person
Provide full
knowledge of the
vehicle
Offered a test drive 

Availability of the
product 
Prices are affordable 

Attractive discounts
offered
Vehicle deliver with
all feature &
accessories

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Delivery experience 

Post sales follow ups

are done regularly 
Responds to
complaints quickly 
Provide information
about product &
service
Service at Maruti
service station is
excellent/ dealership 

D
è What is your opinion about the product Reliability and Consistency
of fuel consumption?

&%
1. Unacceptable 2. Average 3. Good 4. Excellent

D
9 Are you aware of the following facilities provided by maruti with full
information?

Yes No
Maruti insurance
Extended warranty
True value
Maruti finance
Genuine accessories

D
would you rate in the term of cleanliness, comfort &Amenities and
our services?

&%
1. Unacceptable 2. Average 3. Good 4. Excellent


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D
: How satisfied is you with the Services you received?

&%
1. Unacceptable 2. Average 3. Good 4. Excellent

D
; How likely would you recommend Maruti?

&%
1. Vary unlikely 2. Unlikely 3. Average 4.Varylikely 5. Likely

D
<. How likely is you to buy again?

Ans. 1. Never 2. Not Sure 3. Vary likely 4. Likely

D
8 What is your overall opinion about Maruti?

&%
1. Very Bad 2. Bad 3. Average 4. Good 5. Very good

Remark if any...............................................................................................

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