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A

SUMMER TRANING PROJECT REPORT


ON

Customer Satisfaction in Sales & After-Sales


Services on Maruti Suzuki Cars

PROJECT SUBMITTED TO
KURUKSHETRA UNIVERSITY
KURUKSHETRA
IN THE FULFILLMENT FOR THE DEGREE OF MASTERS OF
BUSINESS ADMINISTRTION
SUBMITTED TO:
SUBMITTED BY:
MISS. POOJA CHAUDsHARY
OWAIS FAROOQ
MBA 3RD SEM.
ROLL NO. 3011567

SWAMI DEVI DYAL INSTITUTE OF


MANAGEMENT STUDIES
2013-2015

CERTIFICATE
This is to certify that OWAIS FAROOQ has completed the project entitled Customer
Satisfaction in Sales & After-Sales Services on Maruti Suzuki Cars
SWAMI DEVI DAYAL INSTITUTEOF MANAGEMENT STUDIES

under my supervision. To the best

of my knowledge, the report consists of results of the empirical study conducted by the student.
In my opinion, the work is of requisite standard expected of an MBA student. Therefore, I
recommend the same to be sent for evaluation.

RESEARCH GUIDE

PRINCIPAL

DECLARATION
I declare that this research report on the topic Customer Satisfaction in Sales & After-Sales
Services on Maruti Suzuki Car is done for the Partial fulfillment for the award of two-year
degree course in Masters of Business Administration, from SWAMI DEVI DYAL
INSTITUTE OF MANAGMENT STUDIES, PANCHKULA HARYANA
This is my Own Work and is not submitted to any other University or Institution to the best of
my knowledge.

O
WAIS FAROOQ

ACKNOWLEDGMENT
To begin with, I must express my thanks to MR. OWAIS AHMAD, for guiding and helping me
through all the stages of the present project. He has been a constant source of inspiration and
encouragement without which it would have been difficult to bring the present project to a
successful head.

I am thankful to Miss. Pooja Choudhary (Faculty, Department of Management


Studies, Swami Devi Dyal institute of management studies, Panchkula ) to find I
me the capacity and capability to go through with this learning and challenging
project successfully.
Last but not the least, I would like to thank my faculty members and friends without whose
support and encouragement this project would not have seen the light of the day.
I do hope this project manages to shed some light on a new marketing approach, and it will be
appreciated by students, academics and professionals.

OWAIS FAROOQ

PREFACE
Management education talks of synchronizing the theoretical studies with practical application in
the most effective way. The training figure prominently in the course curriculum as it imparts
practical knowledge to the student aspiring to accomplish professional insight. It actually gives a
feel about what is happening in life and industry around. It grooms an individual to find himself
fit in the corporate world. Students eventually come out with much confidence, knowledge and
matured attitude and outlook.
In todays competitive world, Marketing Research forms a key player. To me, it is an orderly and
insightful process of thinking about and planning for the market. This process is applicable to
more than just goods and services. I think that anything can be researched ideas, events,
organization, place, personalities etc. and that motivated me to choose this as a specialized
subject. This particular process starts with entering deep inside the relevant market place to
understand its dynamics and to identify opportunities to meet the felt or infelt needs.

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION
INTROCUCTION TO INDUSTRY
INTRODUCTION TO COMPANY
INTRODUCTION TO TOPIC
CHAPTER 2
LITERATURE REVIEW
CHAPTER 3
RESEARCH METHODOLOGY
OBJECTIVES OF STUDY
LIMITATIONS OF STUDY
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
CHAPTER 5 FINDINGS
SUGGESSTIONS
CHAPTER 6 CONCLUSION
BIBLIOGRAPHY

ANNEXTURE

Chapter 1
Introduction

INTRODUCTION TO INDUSTRY:
HISTORY OF CARS
The age of motor car really dates from the introduction of the petrol-driven horseless
carriages of GOTTFRIED DAIMLER and KARL BENZ (1885-1886). The internal combustion
engine for these cars had been developed earlier by several engineers, most notably by the
German, NICKOLAUS OTTO in 1876.
A few experts assembled the first cars, but HENRY FORD and R.E.OLDS in the USA
began modern mass production in the early 1990s. By this means, the cost of car was drastically
reduced and more people afford. At a later stage on the assembly line all spares are fitted and
electrical, braking and control systems are tested. The fully assembled car is road tested before
sale.

1.1 INDIAN AUTOMOBILE INDUSTRY


The four wheeler segment has been most competitive segment in the automobile industry.
Few years before cars were used by higher-class people of society. But now cars have become
cheap considerably due to completion and the technology advancements. After the liberalization
policy in 1992 we can see tremendous increase in the sales of the cars.

Indian Automobile Industry - Abstract


The automobile industry is one of the core industries in India economy, whose prospect is
reflective of the economic resilience of the economy. With the liberalization of the economy,
India has become the playground of major global automobile majors. The automobile industry in
India is gradually evolving to replicate those of developed countries. The report focuses on the
trends that are emerging in the industry across segments, namely, passenger cars/multi-utility
vehicles, commercial vehicles, two-wheelers and tractors. The qualitative analysis of the various

trends reveals that the industry offers immense scope even for allied industries and those looking
at investing in the auto industry.
The report features a crisp look at the evolution as well as its importance to the Indian
economy. As a background, a brief perspective of the global automobile industry across
segments has been provided with comparisons on Indian scenario wherever needed. The report
discusses the current scenario in the industry, with detailed look on segmentation, structure, and
supply and demand scenarios. A detailed competitive analysis of the industry has been provided
backed with comprehensive details on production, sales, exports and imports over the years,
across segments. The emerging trends in the industry across the various segments namely
passenger cars/multi-utility vehicles, commercial vehicles, two-wheelers and tractors have been
discussed in depth. Factors that drive the demand and revenues across segments have been
pictured. The financial performances of the following industry majors have been discussed:

TELCO
Ashok Leyland LTD
Hindustan Motors LTD
Hero Honda Motors LTD
TVS Suzuki LTD
Bajaj Auto LTD
Mahindra & Mahindra LTD
Punjab Tractors LTD
The report concludes by giving insights on scenarios that are likely to emerge in the near future.
What is reading of the Indian Auto Industry as it stands today? Also car manufacturers of
all hues see India as a major market. What reasons could be to the current boom in the car
industry?

Over the last few years, the industry has gone through a tough and is now on the
upswing. In value terms, the industry had recorded 12% fall in the fiscal 1997-98. It recovered
marginally to register only a 4% fall in sales in 1998-99. The trend has

been reversed since

January 1999 as the automobile industry has been recording a positive growth over the last few
months. It is expected to grow at approximately 12-15% in the current fiscal year. All segments
of the automobile industry including commercial vehicles, passenger cars and two wheelers are
expected

to

grow

in

the

future.

The growth in sales figures is attributed to the distinct and sustained turnaround in the
economy signaled by the positive growth signs emerging from other core sectors. The industry is
on the growth path fuelled by the high level of competition in the automobile industry and strong
consumer confidence. It is confident of high growth in the next three years.

Industry Structure
The Indian car market has been divided into Small cars, Mid size cars, Luxury cars,
(SUVs) Sports Utility Vehicles, & (MUVs) Multi Utility Vehicles.

Small Cars
Under small cars we have Maruti Alto K10, Maruti Wagon R, Maruti Celerio, Ford Figo,
Hyundai Santro, etc. These cars are perfectly made for small families. This is best suitable for
Indian middle class people. These cars also suit India roads and traffic conditions. The concept of
small cars has emerged from Japan. Small cars are fuel efficient with latest sleek looks and
advanced technology.

Mid Size Cars


Under this we have Maruti Esteem, Hyundai Accent, Opel Corsa, Fiat Siena, Cielo, and
Honda City etc. Mid Size cars are targeted to upper middle class people of society. Business
executives mainly use these cars.

Luxury Cars
Under this we have Maruti Kazashi, Ford Mondeo, Skoda Octavia, Hyundai Sonata,
Honda Accord, Mercedes- Benz (S-class and E-class), Mitsubishi Lancer, etc. The elite members
of the society use these luxury cars. The luxury cars are symbol of success of a man.

MUV: Multi Utility Vehicles


Under this we have Tata Sumo, Maruti Gypsy, Bajaj Tempo Trax, Tata Safari, Tata Sierra,
Toyota Qualis, Mahindra Scorpio and Bolero. MUVS are used for transportation purpose. As
MUVs are very rugged and powerful vehicles they are used in hilly regions. Today there are a
lot of players in the car segment. This has increased competition amongst the manufacturers.
Dealers and manufacturers are providing many attractive financial facilities for the
consumers. This indicates that Maruti has entered into all the segments of the car market from
small, mid-size, luxury to multi utility vehicles. Maruti has been successfully operating for the
past two decades. An attempt has been made to find out the customer satisfaction of the Maruti
car owners.

Major players in automobile industry


The major players in the automobile industry are as follows: -

Daewoo Motors
Eicher Motors
Ford
General Motors
Volvo
Maruti Suzuki India Ltd.
Hindustan Motors
Telco

DC Designs
Mahindra & Mahindra
Swaraj Mazda Ltd.
These are the companies that bring to us our dream machines. This is where it all starts from; the
bourgeoisie Maruti 800, the up market Astra, the stately Mercedes, the 'Indian' Indica, the Tata
truck and the rest. Send your way through the automobile companies, their history and product
lines. Find out hitherto unknown facts about the vehicles you use. Did you know that the
Hindustan Motors were the first vehicles manufacturing company to be set up in India? And it is
the same Hindustan Motors, which manufactures both the sturdy Ambassador and the elegant
Lancer, in association with Mitsubishi

The current scenario of test facilities in India:


Two test agencies, namely, ARAI and VRDE, exist in the western region. These agencies
undertake almost all the testing and certification workload in the country.

IIP, Dehradun, the only test agency in the northern region, is not presently carrying out
any homologation activity.

The facilities at ARAI and VRDE need to be upgraded and enhanced to meet the current
and future requirements of the Automobile Industry.

Only one test track (at VRDE) is available for all the test agencies and vehicle
manufacturers. The banking of this track was designed two decades back and does not
have the capability for modern vehicle speeds and up gradation is not feasible. Being a
defense establishment, it has lots of restrictions on entry of foreign collaborators of
Indian manufacturers. This test track is not always available due to periodic repairs and
because of priority allotment to defense projects by VRDE. The test track does not cater
to the full range of vehicle performance measurements.

Both the existing testing agencies are located close to each other. Given the size of our
country, many industries located far from them will find it even more difficult to cope

with the future regulations, as the tighter norms prescribed in these regulations will entail
much iteration in testing.

3.1 MARUTI SUZUKI INDIA LIMITED (MSIL) PROFILE


Maruti Suzuki India Limited (MSIL) was established in February 1981 through an Act of
parliament, to meet the growing demand of a personal mode of transport caused by the lack of an
efficient public transport system. Suzuki Motor Company was chosen from seven prospective
partners worldwide. The objectives of Maruti Udyog Ltd then were:

Modernization of the Indian automobile industry.


Production of fuel-efficient vehicles to conserve scarce resources
Production of large number of motor vehicles which was necessary for economic growth.
A license and a joint venture agreements were signed with Suzuki Motor Company (now
Suzuki Motor Company of Japan )in October

1982, by which Suzuki acquired 26% share of equity. Suzuki increased its equity to 40%
in 1989 and further to 50% in 1992, converting Maruti into a non-government company.

The Revolution
Maruti created history by going production in a record 13 months. On 14 th December
1983, then the Prime Minister of India, Mrs. Indira Gandhi handed over the keys of the first car
to Mr. Harpal Singh of Delhi. Volume targets were routinely exceeded, and in March 1994, we
became first Indian company to produce over one million vehicles, a landmark yet to be achieved
by any other car company in India. Maruti is the highest volume car manufacturer in Asia,
outside Japan and Korea, having produced over 3.5 million vehicles by December 2001.
Maruti is one of the most successful automobile joint ventures, and has made profits
every year since inception till 2000-2001, although we generated operating profits on an income
of RS 92.5 billion, high depreciation on new model launches resulted in a book loss. We are on
track for profits in 2001-2002, with a profit of RS 300 million in the first half. In this period,
sales have increased by 5.3% against an industry decline of 6.1%

We revolutionized the way Indians looked at cars. No other car company so completely
dominates its home market-(the economist). Despite theyre being 11 companies now in the
passenger car market, Maruti holds about 60% of the total market share. MSIL is also the first
and only Car Company in the JD power CUSTOMER SATISFACTION studies (JD Power Asia
Pacific 2000 India Customer Satisfaction Studies).

Transfer of Technology
Every minute two vehicles roll out of the Maruti plant. It is therefore imperative that the
transfer of contemporary technology from out partner Suzuki is smooth process. Great stress is
laid on training and motivating the people who maintain the equipment, the best equipment alone
cannot guarantee high quality and productivity.
From the beginning, it was a conscious decision to spend people to Suzuki Motor
Corporation for on the job training for line technicians, supervisors and engineers. This helps
them to imbibe the culture in a way that merely transferring technology through documents can
never replicate. At present 20% of our work force have been trained under this program.

Maruti Moves
The countrys largest car maker has moved with alacrity in the past month to come up
with revamped versions of its two best selling models while slashing prices two of its other
models. Mean while the company has come out with diesel engined version of its best selling Csegment saloon, the Esteem. Made especially to fulfill a need in the southern markets and keep
the model yet in the reckoning till a replacement can be ushered in, the esteem will be powered
by the excellent 1527 cc.
And finally MSIL has launched a limited edition version of Wagon R called Wagon R
prides. This model comes with new graphics, sporty roof rails, alloy wheels and matching
internal treatments including new fabrics upholstery and dashboard garnish. These moves clearly
suggest a proactive zeal on the part of the nations largest carmaker, which can only stand it in
good stead.

Maruti Ethos
Our employees are our greatest strength and asset. It is this underlying philosophy that
has molded our work force into a team with common goals and objectives. Our employeemanagement relationship is therefore characterized by:

Participate management
Team work and Kaizen
Communication and information sharing
Open office culture for easy accessibility

To implement this philosophy, we have taken several measures like a flat organizational
structure. There are only three levels of responsibilities ranging from board of directors,
Division heads to department heads. Other visible features of this philosophy are an open
office, common uniforms (at all levels), and a common canteen for all.
This structure Easters betters communication and speedy decision-making process. It also
creates an environment that builds trust, transparency and a sense of belonging amongst
employees.

Maruti Finance
(MSIL) Maruti Suzuki India Ltd. has launched Maruti finance for offering its dealership
network. For this MUL has forged partnership with ABN Amro bank, ICICI Ltd, The J&K Bank
Ltd, HDFC Bank, Kotak Mahindra, Standard Charted Bank and Sundaram Finance in addition to
Marutis exiting joint ventures, Citicorp Maruti and Maruti countrywide.

Maruti to provide auto solutions to customers under one roof have introduced V R
scheme, Voluntary Retirement Schemes.

MSIL deserved laurels in J.D. Power customer satisfaction survey becoming first
market leader in world to be ranked no.1 in customer satisfaction.

Maruti Vision Statement


The leader in Indian automobile industry, creating customer delight and shareholders
wealth; A pride of India. Our core values:

Customer obsession
Fast, flexible and first mover
Innovation and creativity
Net working and partnership
Openness and learning
3.2 PRODUCT PROFILE
Maruti was launched in 1981 and has brought to this country fuel-efficient car in all segments,
Mid-size cars, Luxury cars, Multi Utility Vehicles.
The various products of MSIL Maruti Suzuki India Ltd are:

Maruti Suzuki 800: It was companys first car. This car is the largest Selling car in India. It has
host of power Packed features.

Features:

45-bhp engine better fuel efficiency with 5-speed transmission


12-value Multi point fuel injection engine
More Torque
McPherson Struts Suspension.
5-Speed Gear Box
16 bit computer
MPFI engine with 4 valves per cylinder
Powerful Ac
Sleek wrap-around head lights
Vanity mirror on left sun visor
Convenient coin holder
4.4 m tight turning radius
Maruti Suzuki Alto: A car so hot fans will follow, so safe that you can have a wild time one can
twist and turn can make wild moves.

Features:

Silent engine with peppy performance.


Electronic tachometer helps improve to driving efficiency
Remote controlled fuel lid tank opener
Child lock to keep your bundle of joy
Dual digital trip meter
Electronic power steering(EPS)
Large boot space to set you free
Rear wiper
Seductive interiors with a touch of class

Cup holder for added convenience


Front door map pocket
Side impact beams for safety
Streamlined dash board and instrument cluster
Easy to reach controls
The global car

Maruti Suzuki WagonR: It is packed with ingenious features like electronic power steering and
airline comfort seats. One cant take word for it.

Features:

It is tallest vehicle in this category


Two computers inside, its most intelligent car in its category
Dual distributors less digital ignition
Central locking all five doors
More power with 75 BHP
More head room
Special finish center garnish to add class

Stylish graphic
Body colored handles and side view mirrors
New soft finish upholstery makes for snug interiors
Spacious interiors for greater comfort
High mount stop lamp for that touch of style
Designer floor mats
Body colored bumpers
Roof rail for that sporty looks
More boot space accommodates just about every thing

Maruti Suzuki Omni: The van which fits all.

Features:

Versatile, functional, designed to offer more space. It is big on space and comfort.
It has multi point fuel injection engine

Available in 5 variants
Best made for large families
It has sliding rails of rear doors
Front folding seats
Dual distributors less digital ignition
More boot space accommodates just about every thing
Spacious interiors for greater comfort
MPFI

engine

with

Maruti Suzuki Versa: Indias first multi-purpose vehicle.

Features:

Provides space and derivability


Air conditioning at front and back
Two luxury cars in one
Euro II engine

valves

per

cylinder

more head room


special finish center garnish to add class
stylish graphic
body colored handles and side view mirrors
new soft finish upholstery makes for snug interiors
spacious interiors for greater comfort
high mount stop lamp for that touch of style
Body colored bumpers.
Maruti Suzuki Swift: The new Maruti Suzuki Swift has raised the bar of performance of a
hatchback. Whether its the new advanced K-Series Petrol engine powered by VVT or the
legendary DDiS Diesel engine.

Features:

An increased power output for a better performance.


A 16-value light DOHC engine (Double Over Head Camshaft) to reduce friction and

improve durability.
Improved fuel efficiency.
Lower emissions.

Hydraulic engine.
Longer oil change intervals & improved life of spark plug.
Superior dual SRS Airbags.
Boost Assist System braking.
New generation ABS- with Motor Speed Regulation System.

Maruti Suzuki Esteem:


An engineering marvel that blends pleasure.

Features:

Multi-point fuel injection engine


16 valves
85 BHP
16 bit computers
The fastest car in its class
New front grille

A new whole international look


New body colored side view mirrors for enhanced style
New full wheel covers looks smart on the go
New easy to read multi-colored dials
New wood finish centers garnish adds a touch of class
New body colored door handles for added elegance
New rear de-fogger- a great help in cold, foggy conditions
New keyless entry and alarm system for added safety and convenience
Plush new upholstery and a rear seat arm rest to relax in style.

COPMANY PROFILE
Foreword About Organization:

Organization:
An organization may be described as a system with a purpose or a goal, accomplished through
the efforts of individuals operating in its several departments, contributing to the main goal in
one way or another. It is a purposeful system with several subsystems in which individuals are

organized to achieve certain predetermined goals through the division of labour& coordination of
activities.
Establishment:
Jamkash Vehicleades is one of the leading corporate dealing with Maruti Suzuki India ltd which
is a subsidiary of Suzuki Motor Corporation Japan formerly known as Maruti Udyog Ltd was
established in February 1981 though the actual production commenced in 1983 with the Maruti
800 which has been Indias largest selling compact car till 2004 . Maruti Udyog Ltd was the first
company in India to mass produce & sell more than million cars. It is largely credited for having
brought in an automobile revolution in India. On September 2007 Maruti Udyog ltd was
renamed as Maruti Suzuki India ltd. The companys headquarters are located in New Delhi.
Jamkash Vehicleades as authorized dealers of Maruti Suzuki India ltd is spread across 4 states
J&K, Punjab, Himachal Pradesh, New Delhi & 17 locations. Vehicleades is among the top 5
Maruti dealers in the country. It is the largest dealer in north India, started its operations in 1987
in B.C road with an employee strength of 15 which now stands at 2000 plus. It sells more than
16,000 cars & services more than 125,000 cars annually. In 1997 MSIL extended its dealership to
Pathankote & to J & K Vehicleades Udhampur in 2001. J & K Vehicleades separated in 2002 as
Jamkash Vehicleades Jammu in 2002 & Jamkash Vehicleades Kashmir in
2003.JamkashVehicleadesJammu situated at NH-1ABy-pass Channi Himmat, Jammu started its
business on 28th November, 2002 & has established 2 out lets one at R.S Pura & other at Rajouri.
In Kashmir Jamkash Vehicleades commenced its business on 8th august 2003 started with an
average sale of 250 vehicles & service load of 950 which has now increased to selling of 400
vehicles & servicing load of 3800 vehicles annually. In order to further reach the rural customers,
it was the first dealership in J& k to open E- outlets at Barmulla & Kupwara. The E-outlet of
Barmulla was opened on 1st November 2006 with an average sale of 100 vehicles. In Kupwara
they started on 1st August 2009 with an average sale of 30 vehicles.
Profile:
Jamkash Vehicleades Kashmir is a corporate organization working as authorized dealers of
Maruti Suzuki India Limited. It is one of the top five dealership establishments of Maruti
Suzuki India Limited. As MSIL have three dealership companies in Kashmir division viz.
Peaks automobiles, Highland motors and Jamkash Vehicleades. As per MSIL rules every
organization has a definite territory in which they can carry out their business and no one can
interfere in each others area otherwise they would be fined. Peaks Automobiles carry out their
business in South Kashmir, Jamkash Vehicleades in north Kashmir and there is no definite
territory for Highland as the organization is still in its inception phase. Jamkash Vehicleades
comprise of 16 departments and every department is headed by Deputy General Managers. The
departments are as follows:

Works Department
Accessories Department
Marketing and Sales Department

Body Shop
Insurance
Finance
Systems and Operations
Human Resource Department
Administration
IT/EDP
Customer Care
House Keeping
Maruti Driving School
Security
True Value
Pre and Post-Delivery Inspection
Canteen

Apart from the MSIL business the group has a monopoly in the J&K states Television and
Cable industry and runs a T.V channel Take One. The channel has state of art studios in
Jammu and Srinagar.
Location & Infrastructure:
Jamkash Vehicleades Kashmir is located at Hyderpora Bypass which is one of the posh areas of
district Srinagar. The office of Jamkash Vehicleades is situated on a landscape of 14 kanals
comprising of 3 concrete buildings having 3 storeys in each in which all the departments of
Jamkash Vehicleades carry out their functioning. In addition to this a new showroom of jamkash
Vehicleades is under construction. Jamkash Vehicleades have also 3 employee guest houses
located adjacent to the office each building comprises of 3 storeys & 2 stock yards in Srinagar.
The company also provides canteen facility to their employees. As Jamkash Vehicleades have
extended its business to 2 more districts of Kashmir division namely Baramulla & Kupwara.
Jamkash Vehicleades has also very good infrastructure facilities for these two dealership outlets,
in Baramulla district the company has occupied 8.5 kanals of land & has also one concrete
building. In Kupwara district they have total land of 4 kanals & one building.
Manpower strength:
Jamkash Vehicleades Kashmir has total manpower strength of 875 employees working in
Srinagar, Baramulla, and Kupwara offices. In Srinagar, the total manpower is 575 comprising of
50 females and 575 males. Majority of e0mployees in Srinagar office fall under age-group of 2045 years. The minimum age standard for recruitment is above 19 years and there is no maximum
limit. This is applicable to all the offices of Jamkash Vehicleades.

INTRODUCTION TO
TOPIC

INTRODUCTION TO TOPIC:
Customer Satisfaction
Customer Satisfaction suffices the customer. Customer visualizes, perceives and will
have some expectations before making any purchase. If the product meets customers
expectations then he is satisfied. Customer will be satisfied when the product meets the basic
needs set and therefore utility of a product is nothing but consumers estimation of products over
all capacity to satisfy his needs.
Customer will be satisfied when the manufacturer of a product or service determines
needs, wants and interests of target customers and deliver desired satisfactions efficiently.
Customer satisfaction is a function of perceived performances and expectations.

Post Purchase Satisfaction


When the customer is satisfied or delighted he will be dazzled. If the product matches the
expectations of customer he is satisfied. The customers satisfaction is a function of closeness
between the buyers product expectation (E) and products perceived performance (P)
S = f (E, P)
If the product matches expectation then customer is highly satisfied. So the products best
advertisement will it satisfy customers?

Post Purchase Actions


There is high probability of purchasing the product if the customer care satisfied.
Marketers should take keen interest in handling customers dissatisfaction. Marketers job is to
understand buyers behavior and aim at satisfying customers. The satisfied customers will have
brand loyalty and strong affinity towards the product, so there is less scope of switching to other

brands. They are called as Hard-core loyal who are highly satisfied and have undivided loyalty
towards a brand.
Satisfaction can be used as gauge for measuring effectiveness of customer care of the
organization. This increases the customer loyalty. To create Total Customer Satisfaction (TCS)
the company should move beyond customer satisfaction, by anticipating his needs and
surpassing them with products or delighting the customers.
The company should ignore competitions and concentrate on customers one-on-one that
will drive competition crazy. This can be most potent competitive weapon. Customer satisfaction
should be main objective, goal and marketing tool for a company.

Tools for tracking & measuring the attitude of the satisfied customers
The alert companies set up systems to monitor the attitude of customers by monitoring
changing levels of customer satisfaction before they affect sales it takes action. The main attitude
tracking systems are:

Complaint & Suggestions System


Customer Panel
Customer Surveys
Ghost Shopping
Lost Customer Analysis
Customer Panels
Companies should run panels of customers who have to communicate periodically.
Panels are more representatives of the range of customer attitudes. Panels would reveal kinds of
people who responded to promotion.

Customer Surveys
It is conducted to learn how product has affected brand choice behavior, what they
thought of it and it is direct measure of satisfied customers.
Companies periodically send questionnaires or make telephonic calls to a random sample
to prospective customers to evaluate satisfaction level on 5 point scale (very dissatisfied,
dissatisfied, neutral, satisfied, very satisfied) and ask about quality of service and various other
aspects. Management compares these ratings and can arrive at customer satisfaction level,
measurement of customers repurchase intention or willingness to recommend the product to
others are also judged.

TAKE ACTION

MEASURE CUSTOMER OPINION

ANALYSE AND INTERPRET INFORMATION

PLAN CORRECTIVE
MEASURE MEASURES

Retention of Customers
Retaining a single customer is most important than attracting many new customers.
Company should reconfigure all planning processes towards customers. Direct all marketing
efforts towards meeting customer needs. Create corporate strategy aimed at customer value.
Company can make customers happy by providing reliability, responsiveness, assurance,
empathy and tangible materials.

The company should create an emotional bondage between themselves and customers. It
is always more costly, pay less attention to competing brands, buys other product that company
latter adds to its line. Marketer should be aware of profitable and non-profitable customers.

CUSTOMERS WILL BE SATISFIED BY CONTINUOUS IMPROVEMENT


PROCESS AND MAINTAINING TOTAL QUALITY
Customers are judged of quality. Therefore, highest quality of products should be
companies objective maintaining zero defects or 100% quality. Thus improves
quality, inurn quality increases cost effectiveness.

Proven method and procedures should be adopted and applied consistently.


Quality derivativeness should be compulsory, satisfying customers requirements.
Companies should have quest for quality and should meet standards.
Quality should be in every stage from planning to production.
Quality should be in hallmark of the company. Company should promise highest
standard of product quality, safety, comfort and dependability.

Companies should have quest to find innovative ideas and featured or attributes that
will create excitement and desire and they should look beyond what the customer
says.

Chapter 2
Review of Literature

REVIEW OF LITERATURE
Customer Satisfaction Definitions Satisfaction has been broadly defined by Vavra, T.G. (1997)
as a satisfactory Post-purchase experience with a product or service given an existing purchase
Expectation.
Howard and Sheth (1969) According to Westbrook and Reilly (1983) Define satisfaction as,
The buyers cognitive state of being adequately or inadequately rewarded for the sacrifices he
has undergone (p.145). customer satisfaction is an Emotional response to the experiences
provided by, associated with particular Products or services purchased, retail outlets or even
molar patterns of behavior Such as shopping and buyer behavior, as well as the overall market
place (p.256).
Oliver (1981) The definition offered by Hunt (1977) Put forward a definition as, the summary
psychological state

Resulting when the emotion surrounding disconfirmed expectations is

coupled with the


Consumers prior feelings about the consumption experience (p.27). Customer/consumer
satisfaction is an evaluation that the chosen alternative is Consistent with prior beliefs with
respect to that alternative Definition by Engel and
Blackwell (1982) Is an evaluation rendered that the (Consumption) experience was at least as
good as it was supposed to be
Berry and Parasuraman (1991) Define as, the consumers response to the evaluation Of the
perceived discrepancy between prior expectations (or some other norm of Performance) and the
actual performance of the product/service as perceived after its Consumption (p.204). Argue
that since customers satisfaction is Influenced by the availability of customer services, the

provision of quality customer Service has become a major concern of all businesses. Customer
satisfaction is
Typically defined as a post consumption evaluative judgment concerning a specific
Product or service.
It is the result of an evaluative process that contrasts pre-purchase expectations with perceptions
of performance during and after the Consumption experience.
Oliver (1981) Defines customer satisfaction as a Customers emotional response to the use of a
product or service. Anton (1996) Offers more elaboration: customer satisfaction as a state of
mind in which the Customers needs, wants and expectations throhout the product or service life
have been met or exceeded, resulting in subsequent repurchase and loyalty. Merchant Account
Glossary points out that, Customer satisfaction is an ambiguous and abstract concept and the
actual manifestation of the state of

satisfaction will very from person to person and

produce/service to produce/service.....
Woodruff and Gardian (1996) defines customer satisfaction as The individuals perception of
the performance of the product or service in relation to his or her expectations.
According to Hung (1977), . satisfaction is a kind of stepping away from an experience and
evaluating it One could have a pleasurable experience that caused dissatisfaction because
even though it was pleasurable, it wasnt as pleasurable
satisfaction / dissatisfaction isnt an emotion, its the

as it was supposed to be. So

evaluation of the emotion. define

Satisfaction, then, is the evaluation or feeling that results from the disconfirmation process. It is
not the comparison itself (i.e., the disconfirmation process), but it is the customers response to
the comparison.
Satisfaction has an emotional component.
Oliver (1977) Some of the definitions available from web are compiled below: Customer
satisfaction, a business term, is a measure of how products and services supplied by a company
meet or surpass customer expectation. defines Satisfaction is the consumers fulfilment
response. It is a judgment that a product or service feature, or the product of service itself,
provided (or is providing) a pleasurable level of consumption- related fulfillment, Including
levels of under- or over-fulfillment. Customer satisfaction is an ambiguous and abstract

concept and the actual manifestation of the state of satisfaction will vary from person to person
and product/service to product/service.

Chapter 3
Research
Methodology

RESEARCH METHODOLOGY
Research design
Research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection and analysis of data. Descriptive research is carried
out which is preferred for assessment purposes. Descriptive research includes survey and fact
finding enquiries of different kinds. The major purpose of descriptive research is description of
the state of affairs, as it exists at present. The main characteristic of this method is that the
researcher has no control over the variable; he can only report what is happening. It is also called
as ex post facto research. Most ex post facto research projects are used for descriptive studies in
which researcher seeks to measure such items as, for example, frequency of shopping,
preferences of people, or similar data. Descriptive research also includes attempts by the
researcher to discover causes even when they cannot control the variables. The methods of
research utilized in descriptive research are survey method of all kinds. Hence all data
interpretation was made through diagrams and graphs have been used to support discussion and
findings. Finally, conclusion and recommendations were made accordingly.

In brief a research design contains

A clear statement of the research problem.

A specification of data required.

Procedure and techniques to be adopted for data collection.

A method of processing and analysis of data.

Research design used in the specific study includes the following:


Identifying the statement of the problem.
Collection of the companys specific literature i.e., annual reports for the study period and
the profile of the company.
Scanning through standard books to understand the theory behind the financial
performance evaluation.
Collection of information from various journals to understand the industrial background
of the study
DATA SOURCE:Two types of data were taken into consideration i.e primary and secondary data. But major
emphasis was given on gathering primary data. The secondary data was used only to supplement
the primary data and to make things clear.

PRIMARY DATA:Field survey

SECONDARY DATA:Previous project reports


Newspapers
Magazines
Journals
Internet
Websites

SURVEY:THE TYPE OF SURVEY UNDERTAKEN WAS THAT OF SAMPLE TYPE KEEPING IN CONSIDERATION
THE TIME CONSTRAINT AND PARAPHERNALIA , BESIDES THE VIABILITY OF CENSUS SURVEY , THE
SAMPLE SURVEY THUS BEING TAKEN TO THE RIGHT PATH TO REACH THE DESIRED DESTINATION
WAS CAREFULLY PLANED TO CONVERT OF THE OPERATION BY USING SELECTED SAMPLES .

Sample size
Sampling techniques have been adopted to collect the required information. The sample size of
the study was 100.
SAPMLING TECHNIQUE:
The respondents have been selected on the basis of random sampling technique.

Sample area
Srinagar (Jammu and Kashmir)

ANALYSIS TECHNIQES
The collected data has been classified according to its characteristics. Conventional statistical
tools like percentage, trend and average analysis have been used.

TARGET PEOPLE
Customers & employees

STUDY OBJECTIVES

STUDY OBJECTIVES
To find out the customer satisfaction levels at various ages, groups, Qualification, Occupation,
Income of respondents.
To find out from which dealer the customer has purchased their product and the source of
awareness about the dealership and the product.
To find customer satisfaction level during sales process.
To find out regarding various attributes the customers consider before purchasing a product.
To find out the overall customer satisfaction level towards after sales service
facility provided by the dealer.

LIMITATIONS OF THE
STUDY

LIMITATIONS OF THE STUDY

The study could not be conducted on a large sample size and area because of time
constraints.

The number of sample size is 100 respondents.


The study is confined only to the Srinagar confined limits.
The study is time bound & would be applicable to the current findings of the study.

Chapter 4
Data Analysis
And
Interpretation

TABLE NO: 1
AGE GROUP RESPONDENTS
This table shows that the different age group of respondents
AGE

NUMBER OF

GROUP

RESPONDANTS

18-25
25-35
35-40
45 & above

9
22
24
45

45
40
35
30
25

45

40 & above

20
15

24

22

10

5
0
a

The analysis of this table shows that majority of respondents fall in the category age
group of 45 & above followed by 24% the age group of 34 to 40; 22% in the age group of 25 to
35 & lastly 9% in the age group of 18-25.
Hence majority of the respondents owning Maruti car are in middle age segment.

TABLE NO: 2
QUALIFICATION OF RESPONDENTS:
This table shows the qualification of respondents
QUALIFICATION

NUMBER OF

Under graduate
Graduate
Post- graduate

RESPONDENTS
29
40
31

40
35
30
25

40

20

29

15

post-graduate

31

10
5
0

The statistics reveal that graduates and postgraduates are favoring Maruti cars with a
majority of 40% being graduates and 31% being postgraduates. Thus it can be inferred that
majority of the car owners were graduates & postgraduates.

TABLE NO: 3
MONTHLY INCOME OF RESPONDETS:
This table shows the monthly income of respondents
NUMBER OF

MONTHLY INCOME

RESPONDENTS
21
34
28
17

10,000-15,000
15,000-20,000
20,000-25,000
25,000 & above
35
30
25
20

34

25,000 & above

28

15

21

17

10
5
0
a

As Maruti Car Company boasts to give cars it its customers for least price in India so
maximum its preferred by middle class being 34% of them as their owners. In India majority of
the population belong to middle income group, the fact that this sector prefers Maruti the most as
indicated by the study reveals that Maruti is a vehicle for middle income group with its wide
spread sales penetration in Indian market.

TABLE NO: 4
OCCUPATION OF RESPONDENTS:

This table shows the occupation of the respondents

45
40
35
30
25
20
15
10
5
0

OCCUPATION

NUMBER OF

Student
Service
Business
Professional

RESPONDENTS
5
27
42
26

PROFESSIONAL42
27

26

5
A

The statistical data reveal that majority are in business class being 42%, service sector
27%, professional being 26% and also owned by 5% students. It shows that it has favorable
impact on respondents who are in service sector.
From the above table it can be inferred that majority of respondent fall in the occupation
of business followed by service & professional occupation.

TABLE NO: 5
YEAR OF PURCHASE
This table shows the year of purchase of the vehicle
YEAR

NUMBER OF
RESPONDENTS

1985-1990
1990-2000
2000-2010
2010 & above

3
23
45
26

45
40
35
30
25

2000 & above

20
15

45
29

23

10
5

0
A

The statistics show that 45% of customers have made their purchase from 1995-2000 and
26% of them from 2000 and beyond. This shows that purchase of Maruti cars have increased
after 1995.

TABLE NO: 6
AVERAGE KILOMETER TRAVELLED PER DAY
This table shows the number of kilometers traveled per day
NUMBER OF

Kms TRAVELLED

RESPONDENTS
19
32
18
31

15
15-25
25-35
35 & above
35
30
25
20

3235 & above

31

15
19

10

18

5
0
a

The statistics reveal that 32% respondents travel more than 15-25 Kms/day 18% of
respondents travel 25-35Kms/day. This shows that on average people travel around 1535Kms/day.

TABLE NO: 7

USAGE PURPOSE BY RESPONDENTS


This table shows the usage of vehicle for different purposes
NUMBER OF

PURPOSE

RESPONDENTS
3
35
4
58

COLLEGE
OFFICE
JOB
OTHERS

60
50
40
58

OTHERS

30
35

20
10

0
a

The study reveals that 35% of respondents use vehicles to office. This shows that Maruti
car is concentrated much upon the office going community.

TABLE NO: 8
SATISFACTION WITH AVAILABLE COLOURS
This table shows the rating of satisfaction with available colors
SATISFICATION
VERY GOOD
GOOD
AVERAGE

NUMBER

OF

RESPONDENTS
31
46
22
1

50
45
40
35
30
46

25
20

poor

31

15

22

10
5

0
a

POOR
The study reveals that 31% of customers are very well satisfied with the available colors
& 46% of customers are satisfied with colors.
So it can be inferred that majority of respondents are satisfied with available colors.

TABLE NO: 9
PLANS OF DISPOSING EXISTING MODEL AND GOING FOR NEW ONE
This table shows the plans of changing their vehicles
NUMBER OF

DISPOSING

RESPONDENTS
20
80

YES
NO

20

YES

NO

80

The study reveals that 80% of customers do not have any plans of disposing the present
model. Still 20% of them like to go in for new model of same brand and other brand due to
varied reasons.

TABLE No 10
OVER ALL SATISFICATION OF THE PRODUCT
This table shows the overall satisfaction of the vehicle(CHANGE)
SATISFIED

NUMBER OF
RESPONDENTS

50
45
40
35
30
25
20
15
10
5
0

HIGHLY SATISFIED

49

SATISFIED
UNDECIDED
UNSATISFIED
HIGHLY UNSATISFIED

42
7
2
0

49

42 POOR

7
a

2
d

The study reveal that majority of respondents are highly satisfied (49%) &satisfied (42%)
only (2%) of customers were unsatisfied with overall performance of car and still some minor
changes can be brought about in the car.

TABLE NO: 11
FIND OTHER SERVICE CENTER TO BE GOOD COMPARED TO THIS
This table shows the opinion about the service centers
NUMBER

RATINGS

OF RESPONDENTS

STRONGLY AGREE
AGREE
UNDECIDED
DISAGREE
STRONGLY DISAGREE

12
37
8
30
13

12

13

STRONGLY AGREE

AGREE

30

UNDESIDED

DISAGREE

STRONGLY DISAGREE

37

T
otal of the surveyed respondents 12 respondents or 12% of respondents were strongly agreed for
the other service center to be good compared to Jamkash Vehicleades, 37 of respondents were
agreed, 30% respondents disagreed and 13% of them were not able to give any suggestions.

TABLE NO: 12
Time taken to service the car is less compared to other service centers
This table shows the time comparisons of the service centers
NUMBER

RATINGS

OF RESPONDENTS

STRONGLY AGREE
AGREE
UNDECIDED
DISAGREE
STRONGLY DISAGREE

10
34
21
28
7

10

28
STRONGLY AGREE

AGREE

UNDESIDED

DISAGREE

34

STRONGLY DISAGREE

21

O
ut of the 100 surveyed respondents 10 respondents or 10% of respondents were strongly agreed
for the Time taken to service the car is less compared to other service centers, 34% of
respondents were agreed, 28% respondents disagreed and 7% of them were strongly disagreed.

Chapter 5
Findings
And
Suggestions

FINDINGS

Majority of respondents fall in the category age group of 45 & above followed by 24%
the age group of 34 to 40; 22% in the age group of 25 to 35 & lastly 9% in the age group
of 18-25.
The statistics reveal that graduates and postgraduates are favoring Maruti cars with a
majority of 40% being graduates and 31% being postgraduates.
As Maruti Car Company boasts to give cars it its customers for least price in India so
maximum its preferred by middle class being 34% of them as their owners.
The statistical data reveal that majority are in business class being 42%, service sector
27%, professional being 26% and also owned by 5% students. It shows that it has
favorable impact on respondents who are in service sector.
The statistics reveal that 32% respondents travel more than 15-25 Kms/day 18% of
respondents travel 25-35Kms/day. This shows that on average people travel around 1535Kms/day.
The study reveals that 35% of respondents use vehicles to office. This shows that Maruti
car is concentrated much upon the office going community.
The study reveals that 31% of customers are very well satisfied with the available colors
& 46% of customers are satisfied with colors. So it can be inferred that majority of
respondents are satisfied with available colors.
The study reveals that 80% of customers do not have any plans of disposing the present
model. Still 20% of them like to go in for new model of same brand and other brand due
to varied reasons.
The study reveal that majority of respondents are highly satisfied (49%) &satisfied
(42%) only (2%) of customers were unsatisfied with overall performance of car and still
some minor changes can be brought about in the car.

Total of the surveyed respondents 12 respondents or 12% of respondents were strongly


agreed for the other service center to be good compared to Jamkash Vehicleades, 37 of
respondents were agreed, 30% respondents disagreed and 13% of them were not able to
give any suggestions.
Out of the 100 surveyed respondents 10 respondents or 10% of respondents were
strongly agreed for the Time taken to service the car is less compared to other service
centers, 34% of respondents were agreed, 28% respondents disagreed and 7% of them
were strongly disagreed

SUGGESSTIONS
SUGESTIONS FOR JAMKASH VEHICLEADES KASHMIR PVT LTD
1. Complaint handling: Jamkash Vehicleades should adopt improved procedure to eliminate and
detect product defects, should include skillful behavior with customer and adopting high
performance standards.
2. Manufacture distributive network co-operation should be maintained along with network
loyalty, stimulate distributive outlets, thus it provides and extra push for the product.
3. Jamkash Vehicleades should aim at building brand image as it helps in long run.

4. After sales service should be more effective.


5. Jamkash Vehicleades should find out customer loss rate so as to find out where they lag
behind and reasons for customer switching
6. Customer satisfaction surveys should be conductive in order to find out their repurchase
intentions and unwillingness so as to take corrective measures there by aiming are market
engineering not just product engineering.
7. Jamkash Vehicleades should aim at improving total customer value there by create customer,
which is the key to market leadership.
8. Jamkash Vehicleades must aim at achieving market penetration by retaining customers as
well as attracting new customers and develop social bondage with them.

Conclusion
And
Bibliography

CONCLUSION
Based on study conducted for Maruti cars which has a major share in case of midsize cars in
Indian market, it can be concluded as follows:
1. Middle age group, 40 years and above prefer this vehicle, as it is
Proven car and which has deeply penetrated into the market.

2. With the wide spread disparity in the income level of the society and majority of
population constituting middle income group, we can see maximum number of proud
Maruti owners in the segment.
3. Maruti has successful tried to achieve customer value as analyzed in study. Customers are
satisfied toward dealership network.
4. Customers are satisfied towards product image and ambience.
5. Customer satisfaction towards product briefing and salesman effectiveness.
6. Customer satisfaction towards test ride as it provides the first impression while driving.
7. Customer satisfaction towards the service provided to him and majority are willing to
recommend to Maruti car to their friends and relatives.
8. Customers are satisfied about services provided by the service centers and it shows that
Maruti aim at retaining the customers and creating brand loyalty.
9. Customer satisfaction towards organizations to build long term relation and strong value
in them. The organization has been successful in satisfying individual needs of
customers.
10. By the study we can say that average Km traveled per day varies from 20-40 for varied
uses like college, office, job requirement etc
11. There is challenger for Maruti in meeting the higher expectations of mid size car buyer
and how to keep it small without leaving anything out.
12. Customers are satisfied against monetary value, as Maruti has aimed at enabling the
customer to get total added value satisfying customers mind.

Bibliography:Books:a) Kothari C.R, Research Methodology & Techniques, 2 nd edition, New Delhi wishwa
Prakashan Pvt. Ltd. 1997

b) Kotler Philip, Marketing Management, 11th New Delhi Prentice Hall of India Pvt. Ltd.
2003
c) Marketing Management
Ram swami & Namakumari
d) Statistical Methods
S.P.Gupta
Websites:Google.com

ANNEXURE
AGE GROUP RESPONDENTS
AGE
GROUP
18-25
25-35

NUMBER OF
RESPONDANTS

35-40
45 & above

QUALIFICATION OF RESPONDENTS:
QUALIFICATION

NUMBER OF
RESPONDENTS

Under graduate
Graduate
Post- graduate

MONTHLY INCOME OF RESPONDETS:


MONTHLY INCOME

NUMBER OF
RESPONDENTS

10,000-15,000
15,000-20,000
20,000-25,000
25,000 & above

OCCUPATION OF RESPONDENTS:
OCCUPATION

NUMBER OF
RESPONDENTS

Student
Service
Business
Professional
YEAR OF PURCHASE

YEAR

NUMBER OF
RESPONDENTS

1985-1990
1990-2000
2000-2010
2010 & above
AVERAGE KILOMETER TRAVELLED PER DAY

Kms TRAVELLED

NUMBER OF
RESPONDENTS

15
15-25
25-35
35 & above

USAGE PURPOSE BY RESPONDENTS

PURPOSE
COLLEGE
OFFICE
JOB
OTHERS

SATISFACTION WITH AVAILABLE COLOURS

NUMBER OF
RESPONDENTS

SATISFICATION

NUMBER

OF

RESPONDENTS

VERY GOOD
GOOD
AVERAGE
POOR

PLANS OF DISPOSING EXISTING MODEL AND GOING FOR NEW ONE


DISPOSING

NUMBER OF
RESPONDENTS

YES
NO

OVER ALL SATISFICATION OF THE PRODUCT


SATISFIED

NUMBER OF
RESPONDENTS

HIGHLY SATISFIED
SATISFIED
UNDECIDED
UNSATISFIED
HIGHLY UNSATISFIED
FIND OTHER SERVICE CENTER TO BE GOOD COMPARED TO THIS
RATINGS

STRONGLY AGREE
AGREE
UNDECIDED
DISAGREE
STRONGLY DISAGREE

NUMBER
OF RESPONDENTS

Time taken to service the car is less compared to other service centers
RATINGS

STRONGLY AGREE
AGREE
UNDECIDED
DISAGREE
STRONGLY DISAGREE

NUMBER
OF RESPONDENTS
10
34
21
28
7