CHAPTER-1

INTRODUCTION

OF

THE TOPIC

1
2
 CUSTOMER SATISFACTION

Customer satisfaction:

Customer satisfaction measures how well affirm is able to meet the expectations of customers.
Customer satisfaction is a key concept in marketing, as a firm cannot retain its customer unless
it has highly satisfied customers.

The following are some of the factors that are necessary for customer satisfaction:

 Quality product at right place

 Proper after sales service

 Delivering the promised benefits

The customer satisfaction is measured through feedbacks and surveys. Surveys are specially
designed for the past customers to measure their satisfaction level on various parameters.

Customer satisfaction becomes more important in highly competitive industries like FMCG
products, where the customer can change its loyalty quickly.

Definition:

“Customer satisfaction is a marketing term that measures how product and services supplied by
a company meet or surpass a customer’s expectation. Customer satisfaction is important
because it provides marketers and business owners with a metric that they can use and manage
to improve their business.”

Here are the top six reasons why customer satisfaction is so important:

 It’s a leading indicator of customer repurchase intentions and loyalty

 It’s a point of differentiation

 It reduces customer churn

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  It increases customer lifetime value

 It reduces negative word of mouth

1) It’s A Leading Indicator Of Consumer Repurchase Intentions And

Loyalty

Customer satisfaction is the best indicator of how likely a customer will make a purchase in
future. Asking customers to rate their satisfaction on a scale of 1-10 is a good way to see if
they will become repeat customers or even advocates.

Any customer that can give you a rating of 7 and above, can be considered satisfied, and
you can safely expect them to come back and make repeat purchases. Customers who give
you a rating of 9 or 10 are your potential customer advocates who can leverage to become
evangelists for you company.

Scores of 6 or below are warning signs that a customer is unhappy and at a risk of leaving.
These customers need to be put on customer watch list and followed up so you can
determine why their satisfaction is low.

See how satisfaction provides so much insight in to your customers?

That’s why it is one of the leading metrics businesses use to measure consumer repurchase
and customer loyalty.

2) It’s A Point Of Differentiation

In a competitive marketplace where a businesses compete for customers; customer

satisfaction is seen as a key differentiator. Businesses who succeed in these cut throat
environments are the ones that make the customer satisfaction a key element of their business
strategy.

Picture two businesses who offer the same product. What will make you choose over other?If
you had a recommendation for one business would that sway your opinion? Probably. So how
does that recommendation originally start? More than likely it’s on the back of a good
customer experience. Companies who offer amazing customer experiences create environments
where satisfaction is high and customer advocates are plenty.

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This is an example of where customer satisfaction goes full circle. Not only can customer
satisfaction help you keep a finger on the pulse of your existing customers, it can also act as a
point of differentiation for new customers.

3. It reduces customer churn

An Accenture global customer satisfaction report (2008) found that price is not the main reason
for customer churn; it is actually due to the overall poor quality of customer service.

Customer satisfaction is the metric you can use to reduce customer churn. By measuring and
tracking customer satisfaction you can put new processes in place to increase the overall
quality of your customer service.

I recommend you put an emphasis on exceeding customer expectations and ‘wowing’

customers at every opportunity. Do that for six months, than measure customer satisfaction
again. See whether your new initiatives have had a positive or negative impact on satisfaction.

4. It Increases Customer Lifetime

A study by Info Quest found that a ‘totally satisfied customer’ contributes 2.6 times more
revenue than a ‘somewhat satisfied customer’. Furthermore, a ‘totally satisfied customer’
contributes 14 times more revenue than a ‘somewhat dissatisfied customer’.

Satisfaction plays a significant role in how much revenue a customer generates for your
business.

Successful businesses understand the importance of customer lifetime value (CLV). If you
increase CLV, you increase the returns on your marketing dollar.For example, you might have a
cost per acquisition of $500 dollars and a CLV of $750. That’s a 50% ROI from the marketing
efforts. Now imagine if CLV was $1,000. That’s a 100% ROI!

Customer lifetime value is a beneficiary of high customer satisfaction and good customer
retention. What are you doing to keep customers coming back and spending more?

5
5. It reduces negative word of mouth

McKinsey found that an unhappy customer tells between 9-15 people about their experience. In
fact, 13% of unhappy customers tell over 20 people about their experience.

That’s a lot of negative word of mouth.Customer satisfaction is tightly linked to revenue and
repeat purchases. What often gets forgotten is how customer satisfaction negatively negatively
impacts your business. It’s one thing to lose a customer because they were unhappy. It’s
another thing completely to lose 20 customers because of some bad word of mouth.

To eliminate bad word of mouth you need to measure customer satisfaction on an ongoing
basis. Tracking changes in satisfaction will help you identify if customers are actually happy
with your product or service.

6. It’s cheaper to retain customers than acquire new ones

This is probably the most publicized customer satisfaction statistic out there. It costs six to
seven times more to acquire new customers than it does to retain existing customers.

If that stat does not strike accord with you then there’s not much else I can do to demonstrate
why customer satisfaction is important.

Customers cost a lot of money to acquire. You and your marketing team spend thousands of
rupee getting the attention of prospects, nurturing them into leads and closing them into sales.

Here are some customer retention strategies to get you thinking:

 Use blogs to educate customers

 Use email to send special promotions

 Use customer satisfaction surveys to listen

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CHAPTER - 2
Company profile

7
8
 ABOUT MARUTI UDYOG LIMITED

Introduction:

Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of
Parliament, as a Government company with Suzuki Motor Corporation of
Japan holding 26 per cent stake. It was entrusted the task of achieving the
following:

 Modernization of the Indian Automobile Industry.

 Production of vehicles in large volume
 Production of fuel efficient vehicles

Suzuki was the choice of Maruti because of its unparallel expertise in small cars.
“The Leader in The Indian Automobile Industry, Creating Customer Delight and
Shareholder’s Wealth; A Pride of India”

Core Values of Maruti:

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

Maruti’s Market Share:

At the end of 2010-11, Maruti had a market share of about 54 per cent of the
Indian passenger car market. The company sold 5,61,822 vehicles in 2010-11
including exports of 34784 units.

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Strengths Of Maruti:

 Maruti Udyog sees its strengths as having expertise in the small car
technology and providing quality products in an extensive range.
However the same could be said for some of the recent global car
manufacturers in India.
 Maruti has an extensive sales, dealership and servicing network, an
integrated manufacturing facility and strong capital resources.

 Its business strategy and outlook will be based on the past, focusing on
the small car segment and try to enhance its product range through
Suzuki's expertise.

 The company's thrust towards penetration of the market will continue to

boost pure volumes.

 Key to the survival strategy in the future will be cost competitiveness,

particularly the Segment B, where the players and consumer demand will
be higher in coming years.

Stock Codes Of Maruti:

Bloomberg : MUL.IN
Reuters : MRTI.BO
BSE Code : 532500
NSE Code : MARUTI
BSE Group : A

Maruti Udyog Limited is India's largest automobile company. Its main

factory is situated in Gurgaon district, Haryana. The company, a joint

10
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.

For the year ended 2009-10, 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

11
 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.

Maruti Car Models:

 Maruti 800: Launched 1983. Largest selling car in India, till 2004.
 Maruti Omni: Launched 1984.
 Maruti Gypsy: Launched 1985.
 Maruti 1000: Launched 1990
 Maruti Zen: Launched 1993 with a facelift in 2003.Production ended
in 2006.
 Maruti Esteem: Launched 1994
 Maruti Wagon-R: Launched 1999 Modified 2006
 Maruti Baleno: Launched 1999. Production ended late 2006/early
2007.
 Maruti Alto: Launched 2000. Currently the largest selling car in India
 Maruti Grand Vitara: Launched 2003
 Maruti Grand Vitara XL-7
 Maruti Versa: Launched 2004

 Maruti Swift: Launched 2005

 Maruti Zen Estilo: Launched in 2006
 Maruti Swift Diesel: Launched in 2007
 Maruti Suzuki SX4: Launched in May 2007
 Maruti RITZ: Launched in March 2011

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 Maruti Dzire : Launched in June 2011

Maruti Exports:

Since Maruti’s inception export was one of the aspects government

was keen to encourage. Every political party expected Maruti to earn
foreign currency. In 2005-06 they exported 34,781 vehicles to 45
countries. 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. The top five export
markets were Algeria with 6,638 units, Sri Lanka with 6,028 units, U.K.
with 4,421 units, Chile with 3,115 units and Denmark with 3,193 units. In
October 2005 they crossed the cumulative export volume of 4,00000
vehicles. In 2005-06, Maruti made efforts to develop new export markets
such as Sudan, Oman and Nicaragua.

Key Competitors:
 Tata Motors
 Hyundai India
 Ford India
 FIAT India
 General Motors India
 Honda India

Their Success Factors:

Competitive advantage is an outcome of the firm’s ability to create
value to it buyers after meeting the costs incurred for creating it. MUL has
gained comparative advantage over its competitors over a period of time.
Some of the key reasons for MUL being able to maintain cost leadership
status in this industry may be listed as under:

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 Size – Being one of the very first entrant in the market MUL has been
able to raise its capacity levels in a phased manner. Today its capacity is to
the tune of 4.5 Lakh units per annum.
 Low Initial investment – The cost of installation and maintenance of an
assembly line was much lower than what its competitors might have paid.
This definitely has an impact on the cost of the final product to the extent of
the fixed cost portion.
 Unique concessions from the government – Being the company promoted
by the government, MUL have received a lot of protection and also
financial help early on which made it possible for MUL to fund its internal
operational costs.
 Localization - The company is known for its strategy of value-for-money
pricing which has been made possible due to the high levels of
indigenization of its vehicles. Today 80% of the components are produced
indigenously while MUL’s competitors import products from abroad and
end up paying more.
 Fully depreciated plants – Most of the plant capacity has been installed
over 15 years ago, which means products coming out of such plants need
not incur any fixed cost element.
 High labour productivity – MUL’s effective HR policies and use of quality
circles and employee suggestion schemes have made employee more
dedicated to the organization.

Why People Buy Maruti:

 The Quality Advantage

 Maruti Suzuki owners experience fewer problems with their vehicles than
any other car manufacturer in India (J.D. Power IQS Study 2004). The Alto
was chosen No.1 in the premium compact car segment and the Esteem in the
entry level mid - size car segment across 9 parameters.

14
 The study proclaimed the Wagon R no. 1 in the premium compact car
segment and the Esteem No.1 in the entry level mid - size car segment.

 Wider Sales Network

 Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across
189 cities, with a workforce of over 6000 trained sales personnel to guide
their customers in finding the right car. Their high sales and customer care
standards led them to achieve the No.1 nameplate in the J.D. Power SSI
Study 2004.

 Quality Service Across 136 Cities

In the J.D. Power CSI Study 2010, Maruti Suzuki scored the highest across
all 7 parameters:

o least problems experienced with vehicle serviced

o highest service quality

o best in-service experience

o best service delivery

o best service advisor experience

o most user-friendly service

o best service initiation experience.

92% of Maruti Suzuki owners feel that work gets done right the first time
during service. It also reveals that 97% of Maruti Suzuki owners would
probably recommend the same make of vehicle, while 90% owners would
probably repurchase the same make of vehicle.

 One Stop Shop

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At Maruti Suzuki, you will find all your car related needs met under one roof.
Whether it is easy finance, insurance, fleet management services, exchange-
Maruti Suzuki is set to provide a single-window solution for all your car related
needs.

 The Low Cost Maintenance Advantage

The acquisition cost is unfortunately not the only cost you face when buying
a car. Although a car may be affordable to buy, it may not necessarily be
affordable to maintain, as some of its regularly used spare parts may be
priced quite steeply. Not so in the case of a Maruti Suzuki. It is in the
economy segment that the affordability of spares is most competitive, and it
is here where Maruti Suzuki shines.

 Lowest Cost of Ownership

The highest satisfaction ratings with regard to cost of ownership among all
models are all Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800,
Alto and Omni. We are proud to have the lowest cost of operation/km (among
petrol vehicles) - the top 5 models are all Maruti Suzuki models: Maruti 800,
Alto, Zen, Omni and Wagon R.

 Buy it, Run it or Sell it – A Maruti Suzuki is unmatched value

The price of a car is just one-third of what it costs you over its lifetime. Running
and maintaining it make up the other two-thirds. Take into account resale value
and its real cost becomes clear. Maruti Suzuki stands for value as much as it
stands for performance. In spite of rising input costs, we try our best to keep
prices down. Our running costs and resale values are unbeatable too. Nothing
matches the delight our cars deliver. In the JD Power CSI study 2010, 85% of
Maruti Suzuki owners stated that they would definitely recommend the car they
drive to someone else.

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In fact, you don’t buy a Maruti Suzuki. You invest in it.

A1 SEGMENT

The Maruti 800 continues to be the only model in this segment.. Maruti 800
was the first model launched by Maruti.It was launched by Maruti in 1983
. 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 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, was associated to the Maruti 800 model. In June 2005, the
company reduced prices of Maruti 800 to make it more attractive for entry
level customers.

To tap the market of entry level customers, the company has positioned the
Alto, a model in A2 segment, as an entry level car alongside the Maruti 800.

An interesting trend is that a substantial proportion of customer trading in

their old Maruti 800 through ‘Maruti True Value’ are choosing to buy new
Maruti 800 and Alto cars rather than moving to higher segments. With
reliable quality, fuel efficiency, affordable spares and MUL’s widespread
sales and service network, they expect Maruti 800 and Alto together to
harvest the opportunities presented by the entry level segment.

17
 A2 SEGMENT

In this segment Maruti is facing tough competition with Hyundai. Marti

Wagon –R is facing competition with Hyundai Santro and Maruti Swift’s
competitor is Hyundai Getz. Tata Indica is also doing good in this
segment.
With the introduction of Swift, Maruti is able to further consolidate its
leading position in this segment. By clocking in over 61,200 units in 2005-
06 the Swift achieved the best ever sales of any model in its first year of
launch.
Along with the Swift , the company offers three more models- Zen, Alto
and Wagon-R in this category.
The company’s sale in this segment grew faster than the industry: by
23.5% against 5.7% for all non Maruti cars combined in this segment.
Consequently, the company’s share in this category has increased
from54.7% in 2009-10 to 58.5% in 2010-11. The company was able to
enhance its market share in this segment despite not having a presence in
the diesel segment.

A3 SEGMENT
The A3 segment witnessed the launch of new models during 2010-
11.
In this segment, the company offers two models, the Esteem and
the Baleno. Despite the competition, the held onto its share of
16.6% in this segment. As with the A2 segment, growth in this

18
segment too has been achieved without a presence in the diesel
market
A4 SEGMENT (EXECUTIVE)
Executive car is a British term used generally to describe an automobile
larger than a large family car, but which is not a high-end or ultra luxury
car, a multi-purpose vehicle or a sport utility vehicle. While executive cars
were quite popular in Europe in the beginning of the 1970s, with most
major manufacturers and brands having an entry in this category, the fuel
crises hampered their sales. Some models did not achieve sales volume that
would justify their development costs and have been cancelled without
replacements. Another problem was steep depreciation, especially
concerning cars with less favorable image.

In this segment Maruti hasn’t launched any model .Toyota- corolla,

Hyundai- elantra, Honda- civic are all performing very well.

A5 SEGMENT (PREMIUM CARS)

In this segment there is no model of maruti till now. Other players in the
segment are Ford motors, Hyundai, Toyota, Honda Siel, General Motors etc.

A6 SEGMENT (LUXURY CARS)

A luxury car is a relatively expensive vehicle which includes additional features
designed to increase the comfort of the driver and passengers. Luxury vehicles
usually place more emphasis on comfort, appearance, and amenities such as
technological upgrades and higher quality materials than on performance,
economy, or utility. Luxury vehicles are often built in smaller numbers than
more affordable mass-market vehicles. Luxury cars also offer a higher degree
of comfort than their mainstream counterparts as well as a highly sumptuous
interior with a strong emphasis on design and beauty In India, Daimler

19
 Chrysler is performing in this segment. Maruti is not dealing with this
segment.

MULTI PURPOSE VEHICLE ( SEGMENT C)

In 2010-11, the company launched a new- look Omni with superior brakes,
feature- rich interiors. The Omni witnessed 5.5 % growth in its sales during
the year.
The company already offers an LPG variant of the Omni and other niche
variant, the goods carrier Omni Cargo.
The VERSA is the another model in this category from the company. Overall,
the company’s sales in this category grew by 2 % during 2010-11

Market Share of Maruti Suzuki in different Segments:

SEGM SALE SALE % % MARK MAR %

ENT S IN S IN CHAN CHANG ET KET CHA
2010 2011 GE IN E IN SHARE SHAR NGE
SALE SALES TILL E IN
S OF OF 2010(%) TILL MAR
MUL INDUS 2011 KET
TRY (%) SHA
RE
A1 89223 79245 (11.2) (11.2) 100 100 0
A2 335136 440375 31.4 31.4 58.5 58.5 0
A3 31939 29697 (7.0) 4.3 16.6 14.8 (10.84
)
A4,A5 0 0 0 55.8 0 0 0

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 &A6
C 66366 83091 25.2 25.2 100 100 0
TOTAL 522664 632048 21 22.2 55.1 54.6 (0.9)
PASSE
NGER
CAR
MUV 4374 3221 (26.4) 15.2 2.4 1.5 (37.5)
TOTAL 527038 635629 20.6 21.1 46.7 46.5 (.42)
INDUS
TRY

As the table showing Maruti’s market share is either equal to the

last year or it got reduced. This is showing Maruti is facing tough
competition these days. In the first 15 years of Maruti’s life there was no
such competitor of Maruti and life of Maruti was very smooth going. But
after that due to foreign companies entrance in India, life became too
struggling for Maruti. Maruti is trying its best to maintain its market
share .Earlier Maruti was mainly dealing in A1, A2 and C segment. Now
Maruti is also entering in luxurious car segment. Its new model SX4 has
been launched in the market as a competitor of Honda City.

A1 SEGMENT
As in this segment, Maruti 800 is the only player , its market share is
same , 100% in 2011 and also in 2011, but sales of Maruti get decreased
by 11.2 % as compared to 2011. Because of increased consumption
income and the entrance of more and more new models , its sales started
decreasing.
A2 SEGMENT
Market share of Maruti remained same in 2010 & 2011 in this segment.
The sale of cars in India is highest in this segment and also the competition

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is very stiff in this sement. In 2011, 70% of the total passenger cars sold,
were of this segment only. The sale of Maruti has increased by 31.4% in
2011 as compared to last year in this segment.

A3 SEGMENT
Maruti’s market share in this segment has dropped by 10.84% in 2011 as
compared to previous year .Maruti’s sales in this segment also get reduced
by 7%. Although the sales in this segment, as a whole, has increased by 4%
as compared to 2007.

C SEGMENT
As there is no other competitor of Maruti in this segment, market share of
Maruti remained 100% both in year 2010 and 2011. Sales of Maruti in this
segment get increased by 25.2%.

PASSENGER CARS
Although the sales of Maruti get increased by 21%, Maruti’s market share in
passenger cars get reduced by 0.9% in 2011 as compared to 2010. In industry
passenger cars sales get increased by 22.2 %. Maruti’s sales growth is very
close to the industry’s sales growth.

MUV SEGMENT
Maruti’s market share in this segment has dropped by 37.5% in 2011 as
compared to previous year. Maruti’s sales in this segment also get reduced by
26.4%. Although the sales in this segment, as a whole, has increased by 15%
as compared to 2011. Due to the presence of many competitors

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CHAPTER-3
REVIEW
OF
LITERATURE

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24
 REVIEW OF LITERATURE

CUSTOMER SATISFACTION
Customer satisfaction refers to the extent to which customers are happy
with the products and services provided by a business.

Customer satisfaction levels can be measured using survey techniques

and questionnaires

DEFINITIONS

Definition 1: Customer satisfaction is equivalent to making sure that

product and service performance meets customer expectations.

Definition 2: Customer satisfaction is the perception of the customer

that the outcome of a business transaction is equal to or greater than
his/her expectation.

Definition 3: Customer satisfaction occurs when acquisition of products

and/or services provides a minimum negative departure from
expectations when compared with other acquisitions.

Gaining high levels of customer satisfaction is very important to a

business because satisfaction customers are most likely to be loyal and
to make repeat orders and to use a wide range of services offered by a
business.
There are many factors which lead in high levels of customer
satisfaction including.

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Products and services which are customer focused and hence provide
high levels of value for money.
BENEFITS OF CUSTOMER SATISFACTION

The importance of customer satisfaction and support is increasingly

becoming a vital business issue as organization realize the benefits of
Customer Relationship Management (CRM) for providing effective
customer service. Professionals working within customer-focused
business or those running call centers or help desks, need to keep
informed about the latest customer satisfaction techniques for running
a valuable customer service function. From small customer service
departments to large call centers, the importance of developing a valued
relationship with customers using CRM is essential to support customer
and long-term business growth.

What Do Customers Want?

Before we begin to create tools to measure the level of satisfaction, it is
important to develop a clear understanding of what exactly the
customer wants. We need to know what our customers expect from the
products and services we provide.
Customer expectations have two types –
 Expressed
 Implied

Expressed Customer Expectations are those requirements that are

written down n the contract and agreed upon by both parties for
example, product specifications and delivery requirements. Supplier’s
performance against these requirements is most of the items directly
measurable.

26
 Implied Customer Expectations are not written or spoken but are the
ones the customer would ‘expect’ the supplier to meet nevertheless.

WHAT CONSTITUTES SATISFACTION?

We cannot create customer satisfaction just by meeting customer’s

requirements fully because these have to be met in any case. However
failing short is certain to create dissatisfaction.

Major Attributes of customer satisfaction in companying

industry can be summarized as:

 Product quality
 Premium Outflow
 Return on Investment
 Services
 Responsiveness and ability to resolve complaints and reject reports.
 Overall communication, accessibility and attitude.

CONSUMER SATISFACTION PROCESS

The paramount goal of marketing is to understand the customer and to

influence buying
behaviour.

The process can be depicted as follows:-

 Need recognition- realization of the difference between the desired and

the current situation that serves as a trigger for entire process.
 Search for information.

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 Pre purchase alternative evaluation.
 Consumption(utilization of the procured option)
 Post purchase alternative re-evaluation.
MISSION STATEMENT

To grow company by providing innovative, strong and high

performance products and solutions to meet global customer’s needs.
MARUTI SUZUKI. will support world class products by providing
superior customer care. MARUTI SUZUKI care extends to the
environment and the community.

 What is customer?
 A customer is our Paymaster
 A customer is the most important person in the company, whether
we meet him in person, he writes or telephones us.
 A customer is not independent on us……..We are dependent upon
him for our living.
 A customer is not an interruption to our work……He is the
purpose of it. He is doing us a favour by giving us an opportunity
to serve him.
 A customer is not someone with whom to argue or match our
wits…..No one ever won an argument with a customer.
 A customer is a person who comes to us because he needs certain
goods or services. It is our job to provide them in a way profitable
to him and ourselves.
 A customer is not a cold statistic. He is flesh and blood human
being with emotions and prejudices like our own.
 Without the customer there is no business.

 Why Customer is important for us?

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 Because our salary is paid by the customer
 Because customer is the reason for our existence

 What do Customers want?
Customers are human beings like us. Human beings have
emotions. The emotional needs of the customers have to be
satisfied during any interaction or transaction.

 Every Customer Wants-

 To feel “ In Charge”
Customers want to feel they are in control of a situation when they
are dealing with you. They need to feel that that they are not being
manipulated, that they are getting to where they want to get.

 Respect

Everybody wants to feel good about themselves. They like to feel that
they have done the right thing, and you should reinforce this view of
themselves.

 Fairness
People do not necessarily expect special treatment, but they do
expect to be treated as well as everyone else. Nobody likes to feel
that they have been taken advantages of in anyway.

 Friendliness
Customers want to feel good about those they have dealings with.
They want to have confidence in them, and to be made to feel
welcome.

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SWOT ANALYSIS OF MARUTI
SUZUKI
Strength
Weakness
Opportunities
Threats

1. STRENGTH

 Wide network
 Large number of customers
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 Fast adaptability to technology
 Brand image

2. WEAKNESS

 Casual behaviour
 Corruption and red tapism
 Slow decision making due to large
hierarchy
 High gross NPA

31
 3. OPPORTUNITIES

 Diversification towards other fields

 Globalization

4. THREATS

32
 Stiff competition from other private players.

CHAPTER - 4
RESEARCH
METHODOLOGY
33
34
REASERCH METHODOLOGY

A descriptive study tries to discover answers to the questions who, what,

when, where, and, sometimes, how.
The researcher attempts to describe or define a subject, often by
creating a profile of a group of problems, people or events.

Such studies may involve the collection of data and the creation of a
distribution of the number of times the researcher observes a single
event or characteristic (the research variable),
or they may involve relating the interaction of two or more variables.
Organizations that maintain databases of their employees, customers
and suppliers already have significant data to conduct descriptive
studies using internal information.
Yet many firms that have such data files do not mine them regularly for
the decision-making insight they might provide.

This descriptive study is popular in business research because of its

versatility across disciplines.

35
 In for-profit, not-for-profit and government organizations, descriptive
investigations have a broad appeal to the administrator and policy
analyst for planning, monitoring, and evaluating. In this context, how
questions address issues such as quantity, cost, efficiency, effectiveness,
and adequacy.

Descriptive studies may or may not have the potential for drawing
powerful inferences.
A descriptive study, however, does not explain why an event has
occurred or why the variables interact the way they do

DEFINITION OF RESEARCH

Research methodology is a way to solve the research problem in a systematic

manner. It may
understand as a science of studying how the research is done significantly. The
methodology may
differ from problem to problem, yet the basic approach towards the research
remains the same
The sequence or steps followed have been explained as under:

ACCORDING TO Michael T. Smith

“Research is an ORGANIZED and SYSTEMATIC way of FINDING

ANSWERS to QUESTIONS.

OBJECTIVE OF THE STUDY

1. To study the company profile of “ MARUTI SUZUKI”

36
2. To study customer satisfaction level at “MARUTI SUZUKI”

3. To study various Marketing activities done by “MARUTI SUZUKI”

4. To know the expectation of “MARUTI SUZUKI” Customers.

5. To know the various measures taken to improve the standard.

6. To study how much comfort a customer feels when he rides the product.
SCOPE OF STUDY

 Through Understanding customer’s satisfaction help making new Strategy

and plan and also help make advertisement.
 Forecasting the market for four wheeler industry in coming 5 years.

 Study of consumer behavior of Indian four wheeler industries.

 Developing a model for success of a particular brand on the basis of arrived

conclusions.

 Developing a model of Car on the basis of responses of the customers to stabilize

in the

market; determining the optimum combination of mileage and price

RESEARCH DESIGN

Proper structuring of a research is yet another important aspect of a research. The

following
research design was chosen for the research:-

1. Type Of Research Design

37
 The research design used for this research is Exploratory research Design.

2. Scope of Research
The research was conducted in the Faridabad region
.
3. Information Needed
The information needed can be classified into the following heads: -

a) Primary :- Dealer’s expectations from the company about service, margin,

promotional activities,
scheme, pricing; Availability of the brand; Reasons affecting dealer’s
recommendations; Customer preferences.

Customer’s perception about brand, Percentage of respondents already having company’s

products, brand recall, attraction for cars, buying decision maker.

a) Secondary: - details about the car market, the details of the competitors’ activities,

2. Sources of primary data

The primary data was collected through a survey of the dealers.

3. Sources of secondary data

The secondary data was collected from research journals, research .
Websites.

4. Questionnaire design
Close ended structured questionnaire has been used for collecting the primary
data.

38
 Data Collection

Data collection is the process through data is collected, it is basically done through 2
main sources
i.e. primary source and secondary source. From these sources data s compiled i.e.
primary data
and secondary data. In this project both primary data and secondary data are used.

I.)Sources of Data Collection:-

Basically there are two types of data i.e.

1. Primary data collection

2. secondary data collection

1. Primary Data

Primary data is the data which is collected through surveys and questionnaires. I have
used personal
interviewing where primary data can be directly collected from respondents in
consumer markets.
I have chosen it because of its flexibility and capability of yielding a wide range of
valuable new data.

39
 The desired information was secured using a data collection instrument called
Questionnaire.

2.) Secondary Data

I have used the secondary data relating to MARUTI SUZUKI and have collected
following information
about various range the company has, the technology being used by company, their
marketing
strategies & information about the competitors.
All this information has been collected from the site
“https://WWW.MARUTISUZUKI.COM, search
engine of Google, magazines such as Business India, Advertising & Marketing, etc.

II.) Data collection Tools:

To conduct a survey, the Researcher has selected a structured questionnaire as an
instruction for
gathering valuable information from the customers. Questionnaire, which is used for
the survey,
is consisting of questions and checklist questions to check the customer feedback.

40
 LIMITATIONS OF THE STUDY

 The time is the main factor during this training report because the time is very less and

report completion is very important on the time.

 Filling up the questionnaire is very difficult because taking appointment for filling up

the questionnaire from the executive is very difficult.

 Cost is also the main factor for completion of the report taking printout for lot of pages

is generating the more cost or increase the cost

 During the training period I face a lot of problem in the organization. Many people

are uncooperative in nature.

 As the time given for the completion of the project was limited.

 They may be few opinions which might have been missed out.

41
42
 CHAPTER-5

DATA ANALYSIS
AND
INTERPRETATION

43
44
 DATA ANALYSIS & INTERPRETATION

Classification and Tabulation transforms the raw data collected

through questionnaires and personal interviews into useful
information by organizing and compiling the bits of data contained in
each of the 50 questionnaires, that is, observation and responses are
converted into understandable and orderly statistics for further
analysis and interpretation.

The raw data should be presented in a summarized, simple and

organized form. Therefore the data is processed systematically. This
involves three activities: -

1. Editing: Inspecting, correcting and modifying the collected

data

2. Coding: Assigning numbers or other symbols to each answer or

placing
them in categories to prepare data for tabulation.

3. Tabulation: Bringing together similar data and totaling them in

an accurate
and meaningful manner.

45
 SATISFACTION OF RESPONDENTS WITH SERVICES OFFERED BY
COMPANY

SL. No. RESPONSE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1. Satisfied 89 89%
2. Not satisfied 11 11%
TOTAL 100 100 %

Analysis: From the above table it could be inferred that 89% of the
consumers are satisfied with the service and quality of products of their
company. Only 11% of consumers are not satisfied.

46
 Interpretation: Most of the respondents are satisfied with the service
offered by the company. Presently the company offers varieties of services
and the customers are getting a good rate of return from their deposits.
Customers are getting good service from the company.

ANALYSIS
NATURE OF WORK
 Motive:
Motive: - To know the work done by the organization, which includes
the capacity and status of the company. It is a important demographic
factor influencing the buyers behavior.

Table
S. No. No. of Customer Percentage
1. 10 20%
2. 5 12%
3. 8 16%
4. 22 44%
5. 4 8%

Chart

8% 1
20%
2
3
12%
44% 4
16%
5

Interpretation:
Interpretation: - About 48% of the people are in work of excavation.

47
 MODELS OWNED BY PEOPLE

 Motive:
Motive: - To know about the different models owned by the people.

Table
S.No. Model Name No. of Customer Percentage
1. ALTO 10 20%
2. ALTO K-10 5 12%
3. WAGON-R 8 16%
4. SWIFT 22 44%
5. SWIFT DZIRE 4 8%
6. RITZ 8 16%

Interpretation:
Interpretation: - About 72% of the customers own MARUTI
SUZUKI.

Chart

8% 1
20%
2
3
44% 12%
4
16%
5

48
 Customer Perception about the Pricing
Motive: - To know the perception about the pricing of the MARUTI
SUZUKI.

Rating No. of Customer Percentage

High 10 20%
Low 5 12%
Reasonable 8 16%
Competitive 22 44%
Table

Chart

8% 1
20%
2
3
12%
44% 4
16%
5

Interpretation:
Interpretation: - About 58% of the people feel that price of MARUTI
SUZUKI.

49
CUSTOMER SATISFACTION LEVEL WITH QUALITY

MOTIVE: - To know about the quality about the MARUTI SUZUKI

Rating No. of Customer Percentage

Outstanding 35 70%
Good 5 10%
Acceptable 5 10%
Poor 3 6%
V. Poor 2 4%
Table

Chart

6% 4% 1
10% 2

10% 3
70% 4
5

Interpretation:
Interpretation: - About 70% of the people feel that quality of
MARUTI SUZUKI is Outstanding.

OVERALL PERFORMANCE

50
MOTIVE: - To know about the overall performance of the MARUTI
SUZUKI

Rating No. of Customer Percentage

Outstanding 40 80%
Good 5 10%
Acceptable 2 4%
Poor 2 4%
V. Poor 1 2%
Table

Chart

4% 4% 2% 1
10% 2
3
4
80%
5

Interpretation:
Interpretation: - About 80% of the people feel that performance of
MARUTI SUZUKI is outstanding.

RELIABILITY OF MARUTI SUZUKIPRODUCT

51
MOTIVE: - To know about the reliability of the MARUTI SUZUKI

Rating No. of Customer Percentage

Outstanding 45 90%
Good 1 2%
Acceptable 2 4%
Poor 2 4%
V. Poor 0 0%
Table

Chart

4% 4% 0%
2%
1
2
3
4
90%
5

Interpretation:
Interpretation: - About 90% of the people have opinion that the
MARUTI SUZUKI.
is reliable.

VERSATILITY OF MARUTI SUZUKIPRODUCT

MOTIVE: - To know about the Versatility of the MARUTI SUZUKI.

52
 Table
Rating No. of Customer Percentage
Outstanding 44 88%
Good 2 4%
Acceptable 3 6%
Poor 1 2%
V. Poor 0 0%

Chart

1
4% 6% 2% 0%
2
3
4
88%
5

Interpretation:
Interpretation: - About 88% of the people have the opinion that
MARUTI SUZUKI are versatile.

SHOWING RATE OF REGISTERING COMPLAINTS

MOTIVE: - To know the rating when case of registering the customer

complaint.

53
 Table
Rating No. of Customer Percentage
Outstanding 44 88%
Good 2 4%
Acceptable 3 6%
Poor 1 2%
V. Poor 0 0%

Chart

1
4% 6% 2% 0%
2
3
4
88%
5

Interpretation:
Interpretation: - About 58% of the people feel that price of MARUTI
SUZUKI is

SHOWING PROMPTNESS OF DEALERS ENGINEER

TO VISIT CUSTOMER MACHINE
MOTIVE: - To know the rating which shows the promptness of
dealers engineer to visit customer.

Rating No. of Customer Percentage

54
 Outstanding 44 88%
Good 12 4%
Acceptable 16 6%
Poor 8 2%
V. Poor 20 0%
Table

Interpretation:
Interpretation: - About 44% of the people feel that price of MARUTI
SUZUKI is outstanding

Chart - 1

8% 1
20%
2
3
12%
44% 4
16%
5

OVERALL QUALITY AND SERVICE BACK UP

MOTIVE: - To know about the overall quality

and service backup of MARUTI SUZUKI.
Rating No. of Customer Percentage
Outstanding 44 88%
Good 2 4%

55
 Acceptable 3 6%
Poor 1 2%
V. Poor 0 0%
Table

Interpretation:
Interpretation: - About 58% of the people feel that price of MARUTI
SUZUKI is

Chart - 1

8% 1
20%
2
3
44% 12%
4
16%
5

AVAILIBLITY OF SPARE PARTS BY DEALERS

Motive: - To know about the availability & supply of spare parts from
dealer of the MARUTI SUZUKI.

Table
Rating No. of Customer Percentage
Outstanding 44 88%
Good 2 4%

56
 Acceptable 3 6%
Poor 1 2%
V. Poor 0 0%

Chart - 1

8% 1
20%
2
3
12%
44% 4
16%
5

Interpretation:
Interpretation: - About 58% of the people feel that price of MARUTI
SUZUKI is

CUSTOMERS PERCEPTION ABOUT THE PRICE OF

SPARE PARTS

MOTIVE: - To know about the customer perception about the price of

the spare parts of the MARUTI SUZUKI.

Rating No. of Customer Percentage

Outstanding 44 88%
Good 2 4%
Acceptable 3 6%
Poor 1 2%

57
 V. Poor 0 0%
Table

Chart - 1

8% 1
20%
2
3
12%
44% 4
16%
5

Interpretation:
Interpretation: - About 88% of the people feel that price of MARUTI
SUZUKI is outstanding

WARRANTY POLICY
Motive:
Motive: - To know about the warranty policy of the MARUTI
SUZUKI.

Rating No. of Customer Percentage

Outstanding 44 88%
Good 2 4%
Acceptable 3 6%
Poor 1 2%
V. Poor 0 0%
Table

58
 Chart - 1

8% 1
20%
2
3
12%
44% 4
16%
5

Interpretation:
Interpretation: - About 88% of the people feel that price of MARUTI
SUZUKI is outstanding

ORDER OF ANOTHER VEHICLE IN FUTURE

MOTIVE: - To know about the perception of the customer about the

MARUTI SUZUKI on different Basis.

Table
Rating No. of Customer Percentage
Very Likely 44 88%
Quite Likely 2 4%
Possibly 3 6%
Unlikely 1 2%
Very Unlikely 0 0%

59
 Chart - 1

8% 1
20%
2
3
12%
44% 4
16%
5

Interpretation:
Interpretation: - About 58% of the people feel that price of MARUTI
SUZUKI.

COMPARISON WITH COMPETITORS

MOTIVE: - To find out, what the customers feel about MARUTI
SUZUKI in comparison to competitor companies in relation to price,
quality, performance and availability of spare parts.
Table

Rating No. of Customer Percentage

Outstanding 44 88%
Good 2 4%
Acceptable 3 6%
Poor 1 2%
V. Poor 0 0%

60
 Chart - 1

8% 1
20%
2
3
12%
44% 4
16%
5

Interpretation:
Interpretation: - About 58% of the people feel that price of MARUTI
SUZUKI

61
CHAPTER-6

62
CONCLUSIONS

AND

SUGGESTIONS

63
 CONCLUSION

The project entitled “CUSTOMER SATISFACTION” has helped

me in studying about the services and products offered to consumers
by the organization.

Since the opening up of the organization, MARUTI SUZUKI are in

the fray each one trying to cover more market share than the other.
But the most important thing that create a good name to any
organization is its services and products that can well satisfy its

64
 customers hence customer satisfaction is very crucial and important
tool of business.

In short, I would like to say that the very act of the concerned
management at MARUTI SUZUKI in critically examining
consumer satisfaction towards all products and services of the
company is a step in their continual mission of making all round
improvements as a means of progress.

I am sure the company has a very bright future to look forward to

and will be a trailblazer in its own right.

RECOMMENDATIONS

Some of the recommendation for the Maruti Suzuki would be

following here.

 MARUTI SUZUKI need to focus more in to middle segment

of the customer because they are very price sensitive and they ready
to take an advantage of this.

65
 MARUTI SUZUKI need to focus more in to marketing
problem because customer satisfaction depends upon this.

 MARUTI SUZUKI need to focus cheap availability of the

products.

 MARUTI SUZUKI need to change there customer

segmentation like other glasses companies which focus more
towards luxury segment.

 Customer Satisfaction is more or less depends upon what

customer perceive with the brand and Reliance communication is
the well discussed brand among the customer which is good sign for
the company can keep continue with this strategy.

66
CHAPTER-7

ANNEXURE

67
 BIBLIOGRAPHY

 Research Methodology – Kothari C. R.

 Marketing Management – Kotler Phillip

Anderson E. W. & Sullivan

Customer satisfaction of firms, marketing science

68
 Babakus E. and Boller G. W. (1992) An Empirical Assessment of the
SERVQUAL

BBC, (2009)

WEBSITES:

http//:www.wikipedia.org
http//:www.naukrihub/customersatisfaction.com
http://www.google.co.in/search?q= customer + satisfaction & rls = com
http://www.marutisuzuki.com

ANNEXURE

Question 1: How would you rate the versatility of the MARUTI

SUZUKI vehicle?
 Outstanding
 Good
 Acceptable
 Poor
 V. poor

69
Question 2: How would you rate the promptness of the dealership
engineer to visit your company from the time of complaint?
 Outstanding
 Good
 Acceptable
 Poor
 V. poor

Question 3: Are you satisfied with the quality of MARUTI SUZUKI ?

 Outstanding
 Good
 Acceptable
 Poor
 V. poor

Question 5: What do you think about the performance of the

MARUTI SUZUKI ?
 Outstanding
 Good
 Acceptable
 Poor
Question 6: What do you think about the price of the MARUTI
SUZUKI?
 High
 Low
 Reasonable
 Competitive

Question 7: Do you feel that the availability and supply of spare parts
of the MARUTI SUZUKI from your dealer is?
 Outstanding

70
 Good
 Acceptable
 Poor
 V. poor

Question 8: How would you rate when case of registering your

complaint with the dealership?
 Outstanding
 Good
 Acceptable
 Poor
 V. poor

Question 9: What do you think about the price of the spare parts?
 High
 Low
 Reasonable
 Competitive

Question 10
10: How would you describe the overall quality of service
backup from the dealer of the company?
 Outstanding
 Good
 Acceptable
 Poor
 V. poor

Question 11
11: How would you rate that way warranty was handled on
your machine (viz. Parts replacements, free service, etc?)

71
 Outstanding
 Good
 Acceptable
 Poor
 V. poor

72