A

PROJECT REPORT
ON
An Study Of Customer Relationship Management @ Poddar Car World(P)
Ltd.
Guwahati
FOR
Maruti Suzuki India PVT. LTD.
In partial fulfillment of the requirement of the award for the degree of
Bachelor of Business Administration
Under
Icon College (affiliated to Gauhati University)

Submitted by:

Submitted to:

Shekhardeep Phukan
Roll No. 382/14
G.U. Regd. No. 135800/14-15
BBA 5th Semester

Mr. Pankaj Sharma

Assistant professor

ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher, Mr. Pankaj Sharma, who
gave me the golden opportunity to do this wonderful project titled A Study on customer
relationship management @ Maruti Suzuki, which helped me in doing a lot of research in the
field of management. They have provided me with the valuable guidance, sustained efforts and
friendly approach. It would have been difficult to achieve the results in such a short span of time
without their help.
Secondly I would also like to thank my parents and friends who helped me a lot in finalizing this
project within the limited time frame.

Shekhardeep Phukan
382/14
G.U. Regd. No. 135800/14-15
BBA 5th Semester

DECLARATION

I Shekhardeep Phukan, hereby declare that the report for summer

training project entitled THE STUDY OF CUSTOMER RELATIONSHIP
MANAGEMENT OF MARUTI SUZUKI AT PODDAR CAR WORLD (P) LTD.
GUWAHAT is a result of my own work and my indebtedness to other work
publications, references, if any, have been duly acknowledged.

Shekhardeep Phukan

PREFACE

Maruti Suzuki was promoted in the 1970. Indira Gandhis son

Sanjay Gandhi was the managing director. It is a professionally managed and
well establishes company enjoying the confidence of consumers because of
its superior quality product and excellent customer services.
Maruti Suzuki is a company, which believes in providing quality. Due to these
features I did my summer internship in Maruti Suzuki with the aim of getting
exposure to the functioning of the organization.

INDEX
Sr. No.
1

Particular
Part I General Information
Industry Overview
1.1 Industry profile
1.2 Comparison of market share

1.3 Indian market players

Company Overview/general information
2.1 Quick Facts
2.2 Milestone of development
2.3 Company Profile
2.4 Facilities
2.5 Board of Directors
2.6 Product profile
2.7 Departmental overview
2.8 Key success Factor
2.9 Major competitors
2.10 SWOT analysis
Part II Research Work

Introduction of the study

3.1 Rationale for the study
3.2 Objective of the study
3.3 Introduction to CRM
3.4 Literature Review

Research Methodology
4.1 Steps of Research
4.2 Types of Research

Analysis and interpretation of data

Result and findings

Limitation

Conclusion & Recommendation

Bibliography

Maruti Suzuki India

Limited

Type

Public

Traded as

BSE: 532500
NSE: MARUTI
BSE SENSEX Constituent

Industry

Automotive

Predecessor(s)

Maruti Udyog Limited

Founded

1981

Headquarters

New Delhi, India

Key people

R. C. Bhargava (Chairman)
Kenichi Ayukawa (CEO & MD)

Products

Automobiles

Revenue

43272 crore (US$8.3 billion) (2015-16)

Net income

2469 crore (US$570 million) (2015-16)

Employees

7,103 (2014)

Parent

Suzuki

Website

www.marutisuzuki.com

1.2 COMPARISON OF MARKET SHARE

1.3 INDIAN MARKET PLAYERS

2.
Company
Overview

2.1 QUICK FACTS

Year of Establishment

February 1981

Vision

"The Leader in The Indian Automobile

Industry, Creating Customer Delight
and Shareholder's Wealth; A pride of
India."

Industry

Automotive - Four Wheelers

Listings & its codes

BSE
Code:
NSE
Code:
Bloomberg:
Reuter: MRTI.BO

Joint Venture

With Suzuki Motor

Company, now
Suzuki Motor Corporation, of Japan in
October 1982.

Registered & Corporate Office

11th
Floor,
Jeevan
Prakash
25,
Kasturba
Gandhi
Marg
New
Delhi
- 110001,
India
Tel.: +(91)-(11)-23316831 (10 lines)
Fax: +(91)-(11)-23318754, 23713575
Telex: 031-65029 MUL IN

Works

Palam
Gurgaon
Haryana,
Tel.:
2341341-5

Website

www.marutiudyog.com

10

Gurgaon

532500
MARUTI
MUL@IN

Road
-122015
India
+(91)-(124)-2340341-5,

2.2 MILESTONE OF DEVELOPMENT

1981

Maruti Udyog Ltd. was incorporated.

1982

Stepped into a JV with SMC of Japan.

1983

Maruti 800, a 796 cc hatchback, India's first

affordable car was

produced.
1984

Installed capacity reached 40,000 units. Omni, a 796 cc MUV

was in production.

1985

Launch of Maruti Gypsy (970cc, 4WD off-road vehicle).

1986

Produced 100,000 vehicles (cumulative production).

1987

Exported first lot of 500 cars to Hungary.

1988

Installed capacity increased to 100,000 units.

1992

SMC increases its stake to 50 per cent.

1994

Produced the 1 millionth vehicle since the commencement of

production.

1995

Second plant launched, the installed capacity reached 200,000

units.
1996

Launch of 24-hour emergency on-road vehicle service.

1997

Produced the 2 millionth vehicle since the commencement of

production.
1998

Launch of website as part of CRM initiatives.

1999

Launch of Maruti - Suzuki innovative traffic beat in Delhi and

Chennai as social initiatives.

2000

IDTR (Institute of Driving Training and Research) launched

jointly with Delhi government to promote safe driving habits.

2001

2002

SMC increases its stake to 54.2 per cent.

Launch of customer information centers

Bangalore, and Chennai.

Launch of Maruti Finance with 10 finance

11

in Hyderabad,

companies in

Mumbai.
Start of Maruti True value in Mumbai.

2003

Production of 4 millionth vehicle.

Listed on BSE and NSE after a public issue oversubscribed 10

times.

2004

Maruti closed the financial year 2003-04 with an annual sale of

472122 units, the highest ever since the company began

operations 20 years ago.

2005

The fiftieth lakh car rolls out in April, 2005.

12

2.3 COMPANY PROFILE

Maruti Suzuki is one of India's leading automobile manufacturers and the market
leader in the car segment, both in terms of volume of vehicles sold and revenue
earned. Until recently, 18.28% of the company was owned by the Indian government,
and 54.2% by Suzuki of Japan. The Indian government held an initial public offering
of 25% of the company in June 2003. As of May 10, 2007, Govt. of India sold its
complete share to Indian financial institutions. With this, Govt. of India no longer has
stake in Maruti Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the actual
production commenced in 1983 with the Maruti 800,based on the Suzuki Alto key car
which at the time was the only modern car available in India, its' only competitors-the
Hindustan Ambassador and Premier Padmini were both around 25 years out of date
at that point. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are
sold in India and various several other countries, depending upon export orders.
Cars similar to Marutis (but not manufactured by Maruti Udyog) are sold by Suzuki
and manufactured in Pakistan and other South Asian countries. Its manufacturing
facilities are located at two facilities Gurgaon and Manesar south of
New Delhi. Marutis Gurgaon facility has an installed capacity of 350,000 units per
annum. The Manesar facilities, launched in February 2007 comprise a vehicle
assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant
with an annual capacity of 100,000 engines and transmissions. Manesar and
Gurgaon facilities have a combined capability to produce over 700,000 units
annually. During 2012-13, Maruti Suzuki sold 764,842 cars, of which 53,024 were
exported. Maruti Suzuki offers 13 models, Maruti 800, Omni, Alto, Versa, Ritz,
Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara.
Swift, Swift dzire, A star and SX4 are manufactured in Manesar, Grand Vitara is
imported from Japan as a completely built unit (CBU), remaining all models are
manufactured in Maruti Suzuki's Gurgaon Plant.

13

Established in December 1983, Maruti Suzuki India Ltd. has ushered a revolution in
the Indian car industry. This car is meant for an average Indian individual which is
affordable as well as has elegant appeal. Maruti Suzuki India Ltd. is the result of
collaboration of Maruti with Suzuki of Japan. At this time, the Indian car market had
stagnated at a volume of 30,000 to 40,000 cars for the decade ending 1983.

This was from where Maruti took over. The company has crossed the milestone of
becoming the first Indian company in March 1994, by manufacturing in totality one
million vehicles. It is known for its mass-production and selling of more than a million
cars. Maruti Suzuki India Ltd. is the India's largest automobile company which
entered in the market with affirmed aim to render high quality fuel efficient and low
- cost vehicles. More than half the number of cars sold in India wear a Maruti Suzuki
badge. We are a subsidiary of Suzuki Motor Corporation Japan. We offer full range
of cars- from entry level Maruti 800 & Alto to stylish hatchback Ritz, A star, Swift,
Wagon R, Estillo and sedans DZire, SX4 and Sports Utility vehicle Grand Vitara.
Since inception, we have produced and sold over 7.5 million vehicles in India and
exported over 500,000 units to Europe and other countries. Our turnover for the
fiscal 2008-09 stood at Rs. 203,583 Million & Profit After Tax at Rs. 12,187 Million.

Sales figure in the year 1993 has reached up to 1,96,820. Maruti comes in a variety
of models in the 800 segment. Its cars operate on Japanese technology, pliable to
Indian conditions and Indian car users. By the year 1998-99, the company has
modernize the existing facilities and expand its capacity by 1,00,000 units.
Recently to ward off the growing competition, Maruti has completed Rs. 4 billion
expansion project at the current site, which has raised the total production capacity
to over 3,20,000 vehicles per annum. With the coming of each and every year, the
total production of the company exceed by 4,00,000 vehicles.

14

MISSION
An Organizations mission is the purpose or reason for the organizations existence,
means, what the company is providing to society.
Maruti seeks to create a more prosperous society through automotive
manufacturing
Mission critical attitude and fiscal prudence has been a way of life within Maruti, good
or bad times notwithstanding. And what has fuelled this over the last 18 months is the
Japanese major's 3-G philosophy pushed by Nakanishi, which he refers to as 'going
back to basics'. "Arm chair management doesn't help," says Nakanishi. Genba (go to
actual spot), Genjitsu (see what's happening) and Gembutsu (identify actual
problem) have laid down the framework for Maruti in its 3-year rolling plan till 201011. Marutis fundamental mission is to contribute to peoples lifestyles, society, and
the economy through automotive manufacturing. In upholding this mission, we have
always focused on the future of the automobile industry when deciding how best to
position our company.
VISION
While the global economy is deep in the recession roil and its tremors being felt in
India, the country's largest automaker seems unfazed, What is helping Maruti today,
is the company's ability to constantly innovate even beyond product ,so the
companys vision is We have to ensure that any disruption in the environment
doesn't jeopardize your market position. If we say this vision in one line then it is
Marutis aims to achieve long-term, stable growth in harmony with the
environment, the global economy, the local communities it serves, and its
stakeholders.

15

2.4 FACILITIES

Maruti Suzuki has two state-of-the-art manufacturing facilities in India. The first
facility is at Gurgaon spread over 300 acres and the other facility is at Manesar,
spread over 600 acres in North India.
The Gurgaon facility
Maruti Suzuki's facility in Gurgaon houses three fully integrated plants. While the
three plants have a total installed capacity of 350,000 cars per year, several
productivity improvements or shop floor Kaizens over the years have enabled the
company to manufacture nearly 700,000 cars/ annum at the Gurgaon facilities. The
entire facility is equipped with more than 150 robots, out of which 71 have been
developed in-house. More than 50 per cent of our shop floor employees have been
trained in Japan. Our Gurgaon facility also houses `K' Engine plant. The `K' family
engine plant has an installed annual capacity of 240,000 engines and was
commissioned in 2008. Spread over an area of 20,300 m2, the `K' family engine
facility is part of the Rs 9,000 crore investment plan drawn by Maruti Suzuki and
Suzuki Motor Corporation. The next generation `K'engine like all Maruti Suzuki
earlier technologies is highly fuel efficient, while offering the best in refinement and
performance. It will take the engine technology to the next level in India. A-Star is the
first car to be powered by `K' family engine. The forthcoming models will be powered
by other `K' family engines The in-line plant layout consisting of Casting, Machining
and Assembly processes has high level of automation, effective material handling
and inventory reduction techniques in place, aimed for high operational efficiency.
The facility employs global manufacturing best practices like cold testing, 100% on
line automated checks to ensure global quality.

16

The Manesar facility

Our Manesar facility has been made to suit Suzuki Motor Corporation (SMC) and
Maruti Suzuki India Limited's (MSIL) global ambitions. The plant was inaugurated in
February 2007. At present the plant rolls out World Strategic Models Swift , A-star &
SX4 and DZire.The plant has several in-built systems and mechanisms. There is a
high degree of automation and robotic control in the press shop, weld shop and paint
shop to carry on manufacturing work with acute precision and high quality.

The plant is designed to be flexible: diverse car models can be made here
conveniently owing to automatic tool changers, centralized weld control system and
numerical control machines that ensure high quality. The plant at Manesar is the
company's fourth car assembly plant and started with an initial capacity of 100,000
cars per year. This will be scaled up to 300,000 cars per year by October 2008.
Diesel Engine Plant- Suzuki Powertrain India Limited
Suzuki Powertrain India Limited the diesel engine plant at Manesar is SMC's &
Maruti's first and perhaps the only plant designed to produce world class diesel
engine and transmissions for cars. The plant is under a joint venture company, called
Suzuki Powertrain India Limited (SPIL) in which SMC holds 70 per cent equity the
rest is held by MSIL.

This facility has an initial capacity to manufacture 100,000 diesel engines a year.
This will be scaled up to 300,000 engines/annum by 2010.

17

Road Safety And Maruti Suzuki

Maruti Suzuki has already trained around 450,000 persons in safe driving in the last
few years. Through the National Road Safety Mission, the company plans to touch a
total of million persons in the next few years.
Maruti Suzuki contributes towards road safety through its IDTR and MDS initiatives.
National Road Safety

Taking forward its commitment to Road Safety, Maruti Suzuki has adopted a
National Road Safety Mission.

Under the mission Maruti Suzuki will Train 500,000 people in safe driving in
the next 3 years across India.

While utilizing the existing 2 Institutes of Driving Training and Research

(IDTR) in Delhi and the 50 Maruti Driving Schools (MDS) across the country
the company will enter into partnerships with state governments for more
IDTRs and with its dealers for more MDS.
Of the 500,000 people to be trained, at least 100,000 will be people from

Underprivileged section of society, who are keen to take driving as a

profession.

In addition, Maruti Suzuki will continue to support to government and industry

in their efforts for road safety.

18

2.5 BOARD OF DIRECTORS

Mr. R. C. Bhargava

Chairman

Mr. Amal Ganguli

Director
Mr. Osamu Suzuki

Director

Mr. Shinzo Nakanishi

Mr. Manvinder Singh Banga

Managing Director and CEO

Mr. D. S. Brar

Director

Director

Mr. Keiichi Asai

Director

Mr. Shuji Oishi

Director

Ms. Pallavi Shroff

Director

19

Mr. Kenichi Ayukawa

Mr. Tsuneo Ohashi

Director Director and Managing Executive Officer (Production)

As a responsible corporate citizen, Maruti Suzuki India Limited ('Maruti' or "the

Company") has always believed in following highest standards of Corporate
Governance. Being a listed Company, every act of the Company, its Board Members
and its employees is the focus of public attention and accordingly, there is a need to
reinforce Maruti's commitment towards maintaining highest standards of Corporate
Governance. This Code of Business Conduct and Ethics ("Code of Conduct" or
"Code") helps ensure compliance with our standards of business conduct & ethics
and also with regulatory requirements. All Senior Management Personnel are
expected to read and understand this Code of Business Conduct and Ethics, uphold
these standards in day-to-day activities and also comply with all applicable
standards, policies and procedures of the company. This policy should be read in
conjunction with applicable regulations & existing policies & procedures of the
Company. You can also contact the Secretarial & Legal Department if you have any
questions or clarifications.

20

2.6 PRODUCT PROFILE

Car Model

Ex-Showroom Price (New Delhi)

Maruti Suzuki Alto 800

2.38 - 3.49 lakhs

Maruti Suzuki Omni

2.41 - 2.47 lakhs

Maruti Suzuki Eeco

2.98 - 3.98 lakhs

Maruti Suzuki Alto K10

3.15 - 3.28 lakhs

Maruti Suzuki Estilo

3.38 - 4.25 lakhs

Maruti Suzuki Wagon R 1.0

3.49 - 4.34 lakhs

Maruti Suzuki A-Star

3.72 - 4.58 lakhs

Maruti Suzuki Celerio

3.76 - 4.79 lakhs

21

Maruti Suzuki Stingray

4.01 - 4.56 lakhs

Maruti Suzuki Ritz

4.23 - 6.16 lakhs

Maruti Suzuki Swift

4.42 - 6.71 lakhs

Maruti Suzuki Swift DZire

4.85 - 7.32 lakhs

Maruti Suzuki Gypsy

5.42 - 5.79 lakhs

Maruti Suzuki Ertiga

5.80 - 8.49 lakhs

Maruti Suzuki SX4

7.15 - 9.54 lakhs

Maruti Suzuki Kizashi

16.53 - 17.53 lakhs

Maruti Suzuki Grand Vitara

22.68 - 24.61 lakhs

22

DEPARTMENTAL OVERVIEW

23

2.8 KEY SUCCESS FACTOR

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.
A Buying Experience like No Other
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 MUL customers
in finding the right car.
Quality Service across 1036 Cities
In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest across all 7
parameters: least problems experienced with vehicle serviced, highest service
quality, best in-service experience, best service delivery, best service advisor
experience, most user-friendly service and best service initiation experience.92% of
Maruti Suzuki owners feel that work gets done right the first time during service. The
J.D. Power CSI study 2004 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
At Maruti Suzuki, customers will find all car related needs met less than one roof.
Whether it is easy finance, insurance, fleet management services, exchange- Maruti
Suzuki is set to provide a single-window solution for all car related needs.

24

 The Low Cost Maintenance Advantage

The acquisition cost is unfortunately not the only cost customers 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.
Technological Advantage
It has introduced the superior 16 * 4 Hypertech engines across the entire Maruti
Suzuki range. This new technology harnesses the power of a brainy 16-bit computer
to a fuel-efficient 4-valve engine to create optimum engine delivery. This means
every Maruti Suzuki owner gets the ideal combination of power and performance
from his car.

25

MAJOR COMPETITORS

2
6

SWOT ANALYSIS

Consists of analysis of internal environment (Strength and weakness) and external

environments

(Opportunity and Threat).

STRENGTH:

Contemporary technology. Japanese Management practices (that had

captured

Japan over USA to the status of top Auto manufacturing country in the world
Early mover

advantages. Recruitment is done in very tedious

manner

ensuring talent and best professionals, working culture, after sale services,
distribution, and diversification, Sell directly to consumers, and Keep costs below
competitors costs.

WEAKNESS:

Still depends upon SUZUKI COPORATION, Japan For tech. support, 10%
components are manufactured outside India. Though MUL has launched luxury cars
as well its still considered as poor mans brand. Diversification is not supported with
all

India

presence

of

Manufacturing

Units.

Bureaucracy,

Technological

disadvantages, Decades of isolation, inertia and subservience to the whims of

government bureaucrats have made MUL unaccustomed to international standards
or keen competitors No strong relationships with computer retailers

27

OPPORTUNITY:

First company to roll out suitably designed cars before 2008 as per Govt.s Proposal
of new ethanol (renewable) mixed fuel. Other companies lacks economy of scale, so
market is still open. Importing new technology is controlled by Govt. so there is
plenty of untapped market and with increase in Income scale, Demand is rising.
Consumer desire for one-stop shopping Consumers know what they want to buy
Internet could be a powerful marketing tool.

THREAT:

Numbers of new Technology driven players and manufactures are in market. Govt
.reducing support and cutting down the Gas supply quota. (TOI, New Delhi, 11th
june, 07).Competitors have stronger brand names Competitors have strong
relationships with computer retailers.
LIMITATION
1. The consumers were not amicable in giving their views.
2. Illiteracy was the biggest problem with the consumers to give answers of
open-ended questions.
3. Lack of direct communication with sales manager regarding project work.
4. Unsuitability of time.
5. The sample size taken may not be a true representative of the population.
6. The consumers and retailers may not be forth coming in their replies.
7. Limitation regarding secondary data it was extremely difficult to get their
relevant material for this purpose.
8. Information was confidential

28

2
9

3.
Introduction
of the study

30

3.1 RATIONALE FOR THE STUDY

In todays intensely competitive, rapidly changing and highly complex

environment characterize by diminishing customer loyalty, the need to be market
focused and customer centric is more critical than any other time in past. It is highly
imperative for every organization to retain and use valuable information about their
customer to enhance their business strategies and product and service offerings.
Today, the key focus area of much organization is identification of a link between
customer satisfaction and performance. However, satisfaction as the confirmation of
expectation has started to be conceptualizing almost as a threshold for customers.
The delivery of satisfaction is the minimum the customer expects.
After completing the primary formalities for vocational training, the approach
followed for the project was by .having debatable discussion on various topics with
the project guide, and keeping in mind the total time duration 8 weeks, the project
title Study of the Customer Relationship Management at PODDAR CAR
WORLD in Guwahati was decided. Primarily, the researcher was given some
random idea about this project at PERFECT automobiles. After having very basic
understanding about its objective and importance in the organization, helped in
understanding the project better so as to make platform for analysis.
The objective behind making this project is to have the knowledge of the practices
of Maruti Services by the Marketing Department. Maruti Suzuki India Limited 50%
smaller, fewer, lighter and more beautiful style and design quotient (formerly Maruti
Udyog Limited), a subsidiary of Suzuki Motor Corporation of Japan, is India's largest
passenger car company, accounting for over of the domestic car market. From its
very inception, Maruti Suzuki has brought to India simple yet powerful Japanese
philosophy The benefits of product quality, safety and cost consciousness have
been fused and filliped in order to present the Indian populace with cars high on the
. The extreme relevance of our brands in the Indian car arena, in beat with the
lifestyles and desires of our changing nation has made us the market favorites, for
over two decades. Gaining ground from strength to strength, we are inspirited now
more than ever, to push boundaries and conquer new horizons.

31

INTRODUCTION

Project Title:
Study of the Customer Relationship Management for MARUTI SUZUKI @
PODDAR CAR WORLD in Guwahati
Objective of project:
Primary objective:

To study the customer awareness about Maruti Suzuki & Poddar Car World.
To enhance the sale of Maruti Suzuki in the showroom.

Secondary objectives

To analyze the customer buying behavior.

To find out the satisfaction level of the customers at Poddar Car World
automobiles showroom.
To study the effect of event and promotion.

To make various suggestion on the improvement of the Poddar Car World.

Scopes:

Study is restricted to various parts of Guwahati which include: other dealers

show room.

The scope of the study is restricted to Customer Relationship Management

only.

32

C.R.M
Customer relationship management (CRM) consists of the processes a company
uses to track and organize its contacts with its current and prospective customers.
CRM software is used to support these processes; information about customers and
customer interactions can be entered, stored and accessed by employees in different
company departments. Typical CRM goals are to improve services provided to
customers, and to use customer contact information for targeted marketing.
While the term CRM generally refers to a software-based approach to handling
customer relationships, most CRM software vendors stress that a successful CRM
effort requires a holistic approach. CRM initiatives often fail because implementation
was limited to software installation, without providing the context, support and
understanding for employees to learn, and take full advantage of the information
systems. CRM tools should be implemented "only after a well-devised strategy and
operational plan are put in place". CRM can be implemented without major
investments in software, but software is often necessary to explore the full benefits of
a CRM strategy. Other problems occur when failing to think of sales as the output of
a process that itself needs to be studied and taken into account when planning
automation. From the outside, customers interacting with a company perceive the
business as a single entity, despite often interacting with a number of employees in
different roles and departments. CRM is a combination of policies, processes, and
strategies implemented by an organization to unify its customer interactions and
provide a means to track customer information. It involves the use of technology in
attracting new and profitable customers, while forming tighter bonds with existing
ones.

33

CRM includes many aspects which relate directly to one another:

Front office operations Direct interaction with customers, e.g. face to face
meetings, phone calls, e-mail, online services etc.
Back office operations Operations that ultimately affect the activities of
the front office (e.g., billing, maintenance, planning, marketing, advertising,
finance, manufacturing, etc.)
Business relationships Interaction with other companies and partners,
such as suppliers/vendors and retail outlets/distributors, industry networks
(lobbying groups, trade associations). This external network supports front
and back office activities.
Analysis Key CRM data can be analyzed in order to plan target-marketing
campaigns, conceive business strategies, and judge the success of CRM
activities (e.g., market share, number and types of customers, revenue,
profitability).
Proponents of CRM software claim that it doesn't only allow more effective ways of
managing customer relationships, but also more customer-centric ways of doing
business. Executives often cite the need for the proper tools as a barrier to delivering
the experience their customers expect. A 2009 study of over 860 corporate
executives revealed only 39% believe that their employees have tools and authority
to solve customer problems.

Types/variations of CRM

There are several different approaches to CRM, with different software packages
focusing on different aspects. In general, Customer Service, Campaign Management
and Sales Force Automation (SFA) form the core of the system (with SFA being the
most popular)

34

Operational CRM
Operational CRM provides support to "front office" business processes, e.g. to sales,
marketing and service staff. Interactions with customers are generally stored in
customers' contact histories, and staff can retrieve customer information as
necessary. The contact history provides staff members with immediate access to
important information on the customer (products owned, prior support calls etc.),
eliminating the need to individually obtain this information directly from the customer.
Reaching to the customer at right time at right place is preferable. Operational CRM
processes customer data for a variety of purposes:
Managing campaigns
Enterprise Marketing Automation
Sales Force Automation
Sales Management System
Analytical CRM
Analytical CRM analyzes customer data for a variety of purposes:
Designing and executing targeted marketing campaigns
Designing and executing campaigns, e.g. customer acquisition, cross-selling,
up-selling, add on-selling
Analyzing customer behavior in order to make decisions relating to products
and services (e.g. pricing, product development)
Management information system (e.g. financial forecasting and customer
profitability analysis)
Analytical CRM generally makes heavy use of data mining and other techniques
to produce useful results for decision-making. It is at the analytical stage that the
importance of fully integrated CRM software becomes most apparent. Logically
speaking, the more information that the analytical software has available for
analysis, the better its predictions and recommendations will be.

35

Sales Intelligence CRM

Sales Intelligence CRM is similar to Analytical CRM, but is intended as a more direct
sales tool. Features include alerts sent to sales staff regarding:
Cross-selling/Up-selling/Switch-selling opportunities
Customer drift
Sales performance
Customer trends
Customer margins
Customer alignment
Campaign Management
Campaign management combines elements of Operational and Analytical CRM.
Campaign management functions include:
Target groups formed from the client base according to selected criteria
Sending campaign-related material (e.g. on special offers) to selected
recipients using various channels (e.g. e-mail, telephone, SMS, post)
Tracking, storing, and analyzing campaign statistics, including tracking
responses and analyzing trends
Collaborative CRM
Collaborative CRM covers aspects of a company's dealings with customers that are
handled by various departments within a company, such as sales, technical support
and marketing. Staff members from different departments can share information
collected when interacting with customers. For example, feedback received by
customer support agents can provide other staff members with information on the
services and features requested by customers. Collaborative CRM's ultimate goal is
to use information collected by all departments to improve the quality of services
provided by the company. CRM also plays a role of data distributor within customers,
producers and partners. Producers can use CRM information to develop products or
find new market. CRM facilitates communication between customers, suppliers and
partner by using new information system such email, link and data bank.

36

Consumer Relationship CRM

Consumer Relationship System (CRS) covers aspects of a company's dealing with
customers handled by the Consumer Affairs and Customer Relations contact centers
within a company. Representatives handle in-bound contact from anonymous
consumers and customers. Early warnings can be issued regarding product issues
(e.g. item recalls) and current consumer sentiment can be tracked (voice of the
customer).
Strategy
Several CRM software packages are available, and they vary in their approach to
CRM. However, as mentioned above, CRM is not just a technology but rather a
comprehensive, customer-centric approach to an organization's philosophy of
dealing with its customers. This includes policies and processes, front-of-house
customer

service,

employee

training,

marketing,

systems

and

information

management. Hence, it is important that any CRM implementation considerations

stretch beyond technology toward the broader organizational requirements.
Implementation issues
Many CRM project "failures" are also related to data quality and availability. Data
cleaning is a major issue. If a company's CRM strategy is to track life-cycle
revenues, costs, margins, and interactions between individual customers, this must
be reflected in all business processes. Data must be extracted from multiple sources
(e.g., departmental/divisional databases such as sales, manufacturing, supply chain,
logistics, finance, service etc.), which requires an integrated, comprehensive system
in place with well-defined structures and high data quality. Data from other systems
can be transferred to CRM systems using appropriate interfaces.

37

Because of the company-wide size and scope of many CRM implementations,

significant pre-planning is essential for smooth roll-out. This pre-planning involves a
technical evaluation of the data available and the technology employed in existing
systems. This evaluation is critical to determine the level of effort needed to integrate
this data.
Equally critical is the human aspect of the implementation. A successful
implementation requires an understanding of the expectations and needs of the
stakeholders involved. An executive sponsor should also be obtained to provide
high-level management representation of the CRM project. An effective tool for
identifying technical and human factors before beginning a CRM project is a preimplementation checklist. A checklist can help ensure any potential problems are
identified early in the process.
Privacy and data security System
One of the primary functions of CRM software is to collect information about
customers. When gathering data as part of a CRM solution, a company must
consider the desire for customer privacy and data security, as well as the legislative
and cultural norms. Some customers prefer assurances that their data will not be
shared with third parties without their prior consent and that safeguards are in place
to prevent illegal access by third parties.
Maruti Suzuki CRM
Maruti Suzuki achieves an overall C.S.I Score of 820 an a 1000 point Scale, overall
customer satisfaction with dealer service for the industry improves slightly in 2008-up
by 3 points since 2007,with six of the 11 ranked brands demonstrating gains. While
ranking below the industry average Tata and Mahindra emerge as the most improved
brands, respectively, particularly in the areas of services initiation, quality of services
advisors and in services experience.

38

Maruti Suzuki has effectively implemented simple producers that improved

satisfaction with the value of work performed and perceptions of the fairness and
honesty of the dealer, such as greeting service customers quickly upon arrival and
fully explaining charges and repairs, said Mohit Arora senior director at J.P Power
Asia Pacific, Singapore Instituting these low.-effort yet high-impact practices helps
to foster trust among customers, which is critical to building loyalty for future service
and sales opportunities.
S.M.R.-(service marketing report)Services marketing report is the detail of the customers who purchased the car from
the showroom. In this report we have the data about the Customer purchasing date
and the time of car servicing. Means by this report we remind to customer that it is
the time of your car servicing .So we ask some questions for customer satisfaction
these are the following questions:
Ques.1-are you aware of the maintained schedule of yours cars?
Ques2-as per record you cars service in due on-will you like to make a
booking?

39

3.4 LITERATURE REVIEW

Review of Literature on CRM:
Customer Relationship Management (CRM) has become one of the most dynamic
technology topics of the millennium.
According to Chen and Popovich (2003), CRM is not a concept that isreally new but
rather due to current development and advances in information and enterprise
software technology, it has assumed practical importance.The root of CRM is
relationship marketing, which has the objective of improving the long-term
profitability of customers by moving away from product-centric marketing.
Bose (2002) noted that CRM was invented because the customers differ in their
preferences and purchasing habits . If all customers were alike, there will be little
need for CRM. As a result, understanding customer drivers and customer
profitability, firms can better tailor their offerings to maximize the overall value of their
customer portfolio (Chen and Popovich) . The attention CRM is currently receiving
across businesses is due to the fact that the marketing environment of today is
highly saturated and more competitive.
In term of information technology (IT), CRM means an enterprise wide integration of
technologies

working

together

such

as

data

warehouse,

web

site,

and

intranet/extranet, phone support system, accounting, sales, marketing and

production. Kotler (2000) assured that CRM uses IT to gather data, which can then
be used to develop information acquired to create a more personal interaction with
the customer. In the long-term, it produces a method of continuous analysis and
reinforcement in order to enhance customers lifetime value with firms.

Benefits of CRM

40

According to

Chen and Popovich (2003), CRM applications have

the ability

to deliver repositories of customer data at a much smaller cost than old network
technologies. Throughout an organization, CRM systems can accumulate, store,
maintain, and distribute customer knowledge.
Peppard(2000) noted that effective management of information has a very important
role to play in CRM because it can be used to for product tailoring, service
innovation; consolidate views of customers, and for calculating customer lifetime
value.
According to

Swift

(2001), companies can gain many

benefits from CRM

implementation. He states that the benefits are commonly found in one of these areas:

o Lower cost of recruiting Customers

o No need to acquire so many customers to preserve a steady volume of
business
o Reduced cost of sales
o Higher Customer Profitability
o Increased Customer retention & Loyalty
o Evaluation of customers Profitability

41

Past Survey-Facts
Growth Strategies International (GSI) performed a statistical analysis of Customer
satisfaction data encompassing the findings of over 20,000 customer surveys
conducted in 40 countries by Info quest.

The conclusions of the study were:

1) A Totally Satisfied Customer contributes 2.6 times as much revenue to a
company as a Somewhat Satisfied Customer.
2) A Totally Satisfied Customer contributes 17 times as much revenue as a
Somewhat Dissatisfied Customer.
3) A Totally Dissatisfied customer decreases revenue at a rate equal to 1.8 times

what a Totally Satisfied Customer contributes to a business.

4) By reducing customer defection (by as little as 5%) will result in increase in

profits by 25% to 85% depending from industry to industry.
An important facet of CRM is customer selectivity. As several research studies
have shown not all customers are equally profitable (In fact in some cases 80% of
the sales come through 20% of the customers). The company must therefore be
selective and tailor its program and marketing efforts by segmenting and

selecting appropriate customers for individual marketing programs.

42

4. Research
Methodolog
y

43

RESEARCH METHODOLOGY

Research methodology is away to systematically solve research problem. In it we

study the various step that are generally adopted by researcher in studying his
research problem along with logic behind them. It is necessary for a researcher to
know not only the research method/techniques but also the methodology. It may be
noted, in the context of planning & development that the significance of research
lines in its quality and not in quantity. Researcher should know how to apply
particular research techniques, but they also need to know which of these methods
or techniques, are relevant and which are not, and what would they mean and
indicate and why?
Meaning of Research
Research is common parlance refers to a search for knowledge. In fact research is
an act of scientific investigation.
The project was divided in to the following steps.

44

4.1 STEPS OF RESEARCH

1. To decide objective of the Study:This step is also research problem. problem definition is the most critical part of the
research process. research problem definition involves specifying the information
needed by management. The main objective of the study are:

To study the awareness of Maruti Suzuki & Poddar Car World in Guwahati.

To find out the level of customer satisfaction with the offers, discount and
services offered by Maruti Suzuki & Poddar Car World.
2. To decide research design & application:-

Research design involves defining the research problem, determining how to collect
the data and from whom, establishing the way the data will be analyzed estimating
costs and the preparation of the research approach. For this study, descriptive
research was selected.
3. To decide Source of data there are two source of data

Primary Data

Secondary Data

Primary data:Primary data is the original data collected specifically for the problem.
Reason for selecting primary data:In terms of primary data a questionnaire has been used to interview desire
sample units that give accurate and up to data information as well better to
research problem.

45

Research approaches: - Primary data can be collected in five main ways:

through

Observation,

focus

groups,

surveys,

behavioral

data,

and

experiments.

Research instruments:- Marketing researchers have a choice of three main

research Instruments in collecting primary data:

Questionnaires: - A questionnaire consists of questions presented to

respondents for their answers. Because of its flexibility, the questionnaire is by
far the most common Instrument used to collect primary data. Questions can
be open-ended or closed-Ended.

Qualitative measures: - Some marketers prefer more qualitative methods for

gauging consumer opinion because consumer actions do not always match
their answers to survey questions. Qualitative research techniques are
relatively unstructured measurement approaches that permit a range of
possible responses, and they are a creative means of ascertaining consumer
perceptions that may other-Wise be difficult to uncover.

Mechanical devices: -Mechanical devices are occasionally used in

marketing research .Mechanical devices like galvanometers measure the
respondents interest or emotions aroused by exposure to a specific ad or
picture.

Secondary data:Data potentially useful in solving a current problem but that were collected for a
different purpose.
Reason for selecting secondary data:Secondary data can be gathered quickly and inexpensively, compared to primary
data, it is clear useful to study analyzing the recent development in the telecom
industry.
Contact methods:- Once the sampling plan has been determined, the marketing
researcher must decide how the subject should be contact:

46

Mail questionnaire: - The mail questionnaire is the best way to reach people
who would not give personal interviews or whose responses might be biased
or distorted by the interviewers. Mail questionnaires require simple and clearly
worded questions.

Telephone interview: - Telephone interviewing is the best method for

gathering information quickly; the interviewer is also able to clarify questions if
respondents do not understand them. The response rate is typically higher
than in the case of mailed questionnaires.

Personal interview: - Personal interviewing is the most versatile method. The

interviewer can ask more questions and record additional observations about
the respondent, such as dress and body language. Personal interviewing
takes two forms. In arranged interviews, respondents are contacted for an
appointment, and often a small payment or incentive is offered. Intercept
interviews involve stopping people at a shopping mall or busy street corner
and requesting an interview.

Online interviews: - There is increased use of online methods. There are so

many ways to use the Net to do research. In this method, researcher can
include a questionnaire on its Web site and offer a people to answer the
questionnaire.

Here I use online questionnaires as a instrument of research.

47

4. To decide form of data collection:For this project survey method was selected which was carried through person
interview. Because information from different customers was required.
5. To organize & collect data:Once the researcher has formulated and development a research design including
questionnaire second thing he has to decide whether he has to collect the
information. From all the targeted customers. There can be two types of survey are
possible.

Sample Survey

Census Survey

Sample
Sample is the true representation of the population by studying of the sample we can
predict the behavior of the population.
Sample Size: 50 (in this case)
Method of Sampling:In this project, the survey was done within the market that means probabilistic
convenience Sampling was carried out.
To process & analyze data:After the data was collected it was tabulated, analyzed and interpreted to the
conclusion reach.
Techniques Applied

Bar Chart:- A chart in which the length of the bar represents the amount of the
item associated with the bar.

Pie Chart:- A circle divided in to sections, such that each section represent the
percentage of the total area of a circle associates with one variable.

48

4.2 TYPES OF RESEARCH

Along with this there may be 3 type of research methodology these are :They are
Exploratory Research
Descriptive Research
Casual Research

My research is based on the exploratory research.

Exploratory Research
The objective of this research is to gather preliminary information that will help us to
define the problem and to suggest any hypothesis.
Which means first we have to define the problem and research objective? Then we
have to develop the research plan for collecting information. Now after collection
data we have to interpret those data for any suggestion,

49

5. Analysis
and
Interpretatio
n of data

50

5. ANALYSIS & INTERPRETATION OF THE

DATA

Which Maruti Model do you have?

Model
Maruti 800
Maruti Swift
Maruti Wagon-R
Maruti Alto
Other

Respondant
1
22
11

Percentage
2%
44%
22%

9
7

18%
14%

Data Analysis: From the above table we can conclude that according to opinion of
customers,2% are use maruti 800,44% are use maruti swift,22% are use maruti
wagon-R,18% are use maruti alto,and 14% people are use other car of maruti
Suzuki.

Data interpretation: Most demanded version of the company is swift,because, its

design & price is very affordable to the customer.

51

Which Version do you have?

Particula Responden Percentag
r
t
e

Petrol
Diesel
LPG or
GAS

28
20
9

49%
35%
16%

Data Analysis
From the above table we can conclude that according to the dealers 35 % of the
customer asks for the diesel variants while 49% support the petrol variants and 16 %
wants the LPG variants of different models.
Data Interpretation
The demand for the diesel variant is more for most of the models but the firm has
limited number of the models having diesel variants. The customers are also looking
for the gas models which will suitable for LPG and CNG. So the firm should think for
the diesel and gas variants.

52

If you have Maruti Suzuki what features do you like most?

Particule Respondan
r
tPercentage

Price
Quality
Services
Other

12
28
9
1

24%
57%
17%
2%

Data Analysis
The above analysis shows that 24 % of customers are buying the Maruti Suzuki
product for its price, 56 % buy them due to their quality. 18% think that after sale
service is provided by Maruti. And 2% people buy them due to other reasons like
style, look etc.
Data Interpretation
We can conclude that most of the people think that Maruti Suzuki pricing are
economical so they are loyal to his brand. While other people give emphasis to the
after sale service. Quality and other features are also a trait for the buyers.

53

What is the performance of your Car?

Particuler

Respondan
tPercentage

Excellent
Very Good
Good
Poor

11
30

22%
60%

8
1

16%
2%

Data Analysis
The above analysis shows that there is 22% customers are highly satisfied from the
performance of car, there is 60% response is very good and 16% is response for
good also there is 2% response of poor performance of car.
Data Interpretation
We can conclude that there is huge no of customers are satisfied with the
performance of the car, data is concerned with those customers who are the existing
customers of Maruti Suzuki and data is also concerned with new customers.

54

After Servicing your vehicles

PARTICULE RESPONDAN PERCENTAG
R
T
E
YES
NO

40
10

delivered at the promised time?

80%
20%

Data Analysis
There is 80% customers response is that they get their vehicle at promisied time ,
20% customers who responded that they never get their vehicle at promisied time.
Data Interpretation
Servicing comes in after sales services,dealer provides this services to customers so
there is necessary for dealer to provide the vehicle at the promised time because it
makes the relationship better with the customers.
55

What rank you will give to your company as for the satisfaction
level 1 is the highest 5 is the lowest rank of satisfactory level?
RESPONDAN PERCENTAG
T
E

RANK

1
2
3
4
5

9
17
17
5
2

18%
34%
34%
10%
4%

Data Analysis
The table is shows the rank for the customer satisfaction level 1 is highest and 5 is
the lowest,there is 18% response for the rank 1,34% for the rank 2,34%for the rank
3,10% for the rank 4,4% for the rank 5.
Data Interpretation
By the analysis this is found that there is huge customers of Mruti Suzuki those are
satisfied from the company.

56

How you find the behavior of sales executive?

RANK

RESPONDAN PERCENTAG
T
E

Excellent
Very Good

6
25

12%
50%

Good
Poor

15
4

30%
8%

Data Analysis
The table shows that there is 12% opinion for the excellent and 50% response for
good,30% for good and also there is 8% opinion for poor relationship with the dealer.
Data Interpretation
There should be good relation between customer and dealer because it helps to
increase the sales of company and also helpful for making the customer relationship
management.

57

What you will say about after sales services of company?

Rank
Excellent
Very good

Respondant Percentage
7
14%
25
50%

Good
poor

15
3

30%
6%

Data Analysis
The table shows that there is 14% customer responded for the excellent services of
company and 50% for the very good,30% for the good and there is 6% responded
for the poor services of the company.
Data Interpretation
There is important to know the after sales services of the company it shows the
customers satisfaction and also shows the customer relationship management.

58

Does the sales team of Maruti suzuki regularly visit to your outlet or
place?

Ans
Yes
No

Respondant Percentage
17
34%
33
66%

Data analysis

From above diagram we are conclude that 34% customer says that they visit their
outlet or place.where 66% customer say they dont visit.

Data interpretation

Companys dealer should improve the service of daily visit of the customer at their
place.

59

Which company is giving you much benefit?

Particular

Respondant

Maruti suzuki
Hyundai
Ford
Honda
Other

28
13
1
7
1

Percentage

56%
26%
2%
14%
2%

Data analysis

From the above chart we can conclude that, majority customer give to maruti Suzuki
it is 56%,where Hyundai got 26%,ford got 2%,Honda got 14%,other got 2%.

Data interpretation

in the sence of the benefit provider company in this case it is ahead.

60

According to you what are the areas of improvement is needed?

Particuler
Service
Behavior of salesmen
Customer care
Other

Respondant
18
6
21
5

Percentage
36%
12%
42%
10%

Data analysis:

According to the above chart we can understand that, 36% customer need
improvement in service, 12% says about behavior of salesmen,42% says about
customer care service, and 10% people says about other side improvement.

Data interpretation

After analysis we can say that customers are not get many services of company as
they expected. So dealer should be improve that services. So it will beneficial to
improve customer relationships.

61

What are the additional benefits, company providing to you?

Particular
Quality service
Gifts
Occasional wishes
Regular phone calls
All of these
None of these

Respondent Percentage
19
38%
3
6%
4
8%
2
4%
13
26%
9
18%

Data analysis

From the above chart we can analyze that 38% prefer quality of service, 6% get
gifts,8% get occasional wishes, 4% are get regular phone calls 26% get all of these,
and 18 % are not get any of these.

Data interpretation

After analyze the data we understand that many of the customer are far away from
extra benefits. So company should improve that. Because it is a very helpful to build
the relationship to the custom

62

Does the Maruti Suzuki helps you in sorting out the problems?
Particular Respond Percentage
Yes
32
64%
No
23
46%

Data analysis
From the above chart we can understand that how company helpful to the
customers problems.so, 64% customers says yes, 46% says about no,
Data interpretation
After analyze the chart and data we came to know that company & dealer perfect
automobiles should think out & take step against the unsatisfied customer for
better customer relationship.

63

6. Results
and
findings

64

6. RESULTS & FINDINGS

The demand for the diesel variant is more for most of the models but the firm
has limited number of the models having diesel variants. The customers are
also looking for the gas models which will be suitable for LPG and CNG. So
the firm should think for the diesel and gas variants.

Most of people think Maruti Suzuki pricing are economical so they are loyal to
his brand. While other people give emphasis to the after sale service. Quality
and other features are also a trait for the buyers.

There is large no of customers are satisfied with the performance of the car,
data is concerned with those customers who are the existing customers of
Maruti Suzuki and data is also concerned with new customers.

Servicing comes in after sales services,dealer provides this services to

customers so there is necessary for dealer to provide the vehicle at the
promised time because it makes the relationship better with the customers.

There should be good relation between customer and dealer because it helps
to increase the sales of company and also helpful for making the customer
relationship management.

There is important to know the after sales services of the company it shows
the customers satisfaction and also shows the customer relationship
management.

65

7.
Limitations
of the
study

66

7. LIMITATIONS

It was assumed that the information given by the respondents is authentic and
best of their knowledge.

Some of the view given was completely views by customers as they were in a
hurry and were not considered in the data analysis.
The result of the study is applicable to the survey area only.

Time is also one of the important limitations.

Dull process and unwilling respondent also affect the result of the study.

67

8. Conclusion
&
Recommendatio
n

68

8. CONCLUSION OF THE STUDY

The research work was successfully identifying by the studying the relationship
management of Maruti Suzuki in Poddar Car world in Guwahati. The conclusion can
be drawn from this study may be:

Maruti Suzuki is Indias one of the leading automobile manufactures and also
the leader of the market both in terms of volume and revenue generated.

Hence Maruti Suzuki Limited has captured over all share of 49% in the Indian
car market.

RECOMMENDATION

To conclude, it can be said that PERFECT Automobiles has created its image in a
very short period in Rajkot. PERFECT is the Best dealer of Maruti Suzuki. It is
attracting the customers with its good services. Most of the customer satisfied by
buying the Maruti car from PERFECT automobiles. This satisfaction can be
concluded by the response of customer in the questionnaires. Day by day Maruti
Suzuki is improving his reputation to other Automobile Company. The comparison
chart and survey report in this training report can recognize this.
There should be more staff having experience of automobile sector.

There should be more efficient planning for satisfying customer needs.

Attractive offers should be given time to time, to increase customers interests

There should be easy process of car servicing.

69

9.
Bibliography

7
0

9.BIBLIOGRAPHY

(n.d.). Retrieved from www.marutisuzuki.com.

(n.d.). Retrieved from www.wikipedia.com.
KOTLER, P. (2013). Marketing management 14th edittion.

r, C. (2004,2nd revised edition). Reserch methodology. New age International pvt

ltd publishers.

www.google.com. (n.d.).

71