dealer satisfaction
DESCRIPTION
project report AG INDUSTRIESTRANSCRIPT
Summer Project ReportOn
On the topic “Dealer Satisfaction”
Prepared by:
GAURI GUPTA (BBA-IV)
Reg. No. =3020070016
Course Code - 127
Project Guide:
Naresh Yadav
Submitted to:
Mr. Rohan Sharma
Lovely professional university
AUTHORISATION
1
A.G.Industries private limited has always endeavoured to provide the best products and
services to its customers and business associates. An essential aspect of this effort is the
continuous assessment of our performance.
This part of assignment is handed over to the study and understands the needs of the
company. The company allows the representative to conduct thorough study and detail
analysis about the satisfaction of dealers and distributors of leading automobile manufacturer.
A.G.Industries permits the representative to use all research methodologies and tools to
conduct this study. And during this tenure of study the company promises to cooperate with
the representative in all his possible needs. The project report is submitted as partial
fulfilment of the requirement of BBA program of Lovely Professional University.
ACKNOWLEDGEMENT
2
The satisfaction and delight that accompanies the completion of any task would be
incomplete without mentioning the people who made it possible with their constant guidance
and encouragement which put the finishing touch to all the efforts with success.
I Gauri Gupta who have been pursuing my internship in A.G.Industries private limited extend
my intense gratitude and respect to my company guide Naresh Yadav, for providing a
learning platform. I express my deep sense of gratitude and sincere thanks to him for his
valuable guidance.
I would like to thanks my parents, who helped me thoroughly for shaping out things well in
order. I would like to express my deepest gratitude to Mr. ROHAN SHARMA(Coordinator,
Lovely Professional University, Phagwara) for extending all the required facilities to carry
out the project without any hindrance.
I express my special thanks to the management of A.G.Industries Private limited, Lovely
Professional University and all others who helped directly or indirectly in executing the
project.
Thanking you
Miss Gauri Gupta.
ABSTRACT
3
The project is about the dealer satisfaction study of a leading automobile firm. Dealers being
the link between the customers and the firm, their satisfaction are of utmost importance to the
firm.
This project has different stages, namely, primary research, analysis of collected data and
forming interpretations and finally preparation of report. Under primary research framing of
questionnaires and collection of primary data were done. Brainstorming was the initial step to
carry on the research process. It was done to understand the requirements of the clients and
the methodologies to be carried out in the research process. Questionnaires were framed to
obtain the information from the dealers without bias.
The framed questionnaires were tested and were carried to the field for investigations. The
dealers were interviewed and their responses were recorded in the questionnaires. The
recorded research data were then entered in the system for further analysis. Data were
interpreted and studied statistically. Thus the interpreted data were interpreted data were
illustrated and were analysed graphically.
The analysis shows that most of the dealers were satisfied and some of them were highly
satisfied or delighted. The dealers who were dissatisfied were due to the spare parts non-
availability. The dissatisfied customers can converted into satisfied customers by improving
the spares availability and required models in time.
ABOUT THE COMPANY
4
INDUSTRIES ARE AN ANCILLARY UNIT OF HERO HONDA GROUP OF COMPANIES…………..
A leading manufacturer of plastic Auto component injection moulded parts in India; AG is a
Direct on Line (DOL) supplier approved by Hero Honda Motors Limited. Established in
1993, it has today diversified into a reputed business entity in the plastics moulding sector.
AG Industries is an ancillary unit of the acclaimed Hero Honda group of companies. A
leading manufacturer of plastic Auto component injection moulded parts in India, AG is a
Direct on Line (DOL) supplier approved by Hero Honda Motors Limited.
Established in 1993 as a small business unit in Gurgaon to serve
motor cycle joint venture Hero Honda, it has today diversified
into a reputed business entity from the plastics sector. The
company's expertise lies in manufacturing a wide range of plastic
components for the automotive sector.
GURGAON UNIT
It has been accredited by Modern Plastics as '50 Notable Plastic
component Moulder' in the world. AG Industries has strength of
over 1900 skilled & unskilled personnel who share the same
passion to excel and contribute towards its continued success in
the plastic molding industry.
MANESAR UNIT
AG’s core expertise lies in:
5
Injection Moulding PU Painting AIR bag cover manufacturing
MANAGEMENT
AG Industries is the culmination of the far sighted vision of its Managing Director, Ms. Geeta
Anand. She has been recently identified as one the top 50 Indian female entrepreneurs
leading the industrial manufacturing scenario. She has also been a proud recipient of the
prestigious Bhartiya Udyog Ratan Award by IEDRA in the year-
2006.
The company has witnessed exponential growth under her
dynamic leadership and continues to prosper with new ventures and strategic diversifications
in its product range
.Backed by her entrepreneurial capabilities, experienced technical
employees and a focused management, AG Industries has
evolved as a preferred supplier to leading industry NAMES……
OUR TEAM
6
AG Industries has a highly dedicated staff of 1900 personnel
and it boasts of a fully fledged research and development
department.
The big work force of the company comprises skilled and semi skilled workers, technicians, a
qualified and experienced team of engineers and supporting professionals. This team has the
expertise of handling large scale production without compromising on the quality of the
products. It works closely with the customers of the company in order to understand their
needs in terms of productivity, cost and after-sale support.
This experienced and committed team has earned an enviable reputation for delivering high quality products.
MILESTONES
7
FUTURE PLANS
8
AG Industries has setup an exemplary business model in the injection mouldings industry. It
is consistently striving to further upgrade its services by adding new & advanced machinery
to its setup.
The company has well laid out plans to diversify in the following areas:
Upcoming unit in Bawal
Upcoming unit at Chennai
Product diversification
Tool designing and manufacturing facilities
Contract Manufacturing
Designing and development of advanced engineering products
AG Industries today holds an unparalleled advantage in the industry. Its strategic approach
towards Quality, cost & delivery has made it a reputed name in the plastic products
manufacturing in India.
INFRASTRUCTURE
9
The company has installed 76 high-end injection moulding machines ranging from 150 tons
to 1300 tons. These include JSW all electric injection moulding machines from Japan, L&T
and Ferromatik Milacron.
A true customer-centric organization, AG Industries is equipped with necessary resources and
manpower to meet exacting demands of its clients. Today, the company has evolved as a
leading industry brand with three manufacturing units at Gurgaon, Manesar and Haridwar
converting over 18200 tons of engineering plastics per annum..
To achieve unmatched precision, moulds are developed from local as well as international
sources as per the requirements of various OEM’s. The company has been associated with
leading tool manufacturer of Korea & Taiwan to get best quality moulds.
The company has a full-fledged PU painting facility from HAYDEN (Germany) &
WURSTER (Germany). Besides, it has sophisticated facilities for assembly of parts like Air
Cleaners, Fender Rear and Box Battery of different models of motorcycles.
AG is the first Indian company to have technical tie up with KD Corporation, Korea, a world
leading Air Bag Cover manufacturing company. The product is supplied to Auto Liv India
for the Air Bag assembly of Maruti Suzuki, Ford and Tata Motors among others.
All the units are equipped with essential auxiliary equipments required for precision
moulding like mould temperature controller, chillers, hot runner temperature controller etc.
COMMITMENT
10
The company has been bestowed with a ‘Best Safety Award’ by the Govt. of Haryana for
its commitment towards safe work place.
As a mark of a true leader, AG Industries not only excels in
plastic products but also makes a conscious effort towards
sustainable development. It has successfully attained
certifications like ISO 14001 & ISO 18001 for practicing eco-
friendly and safe manufacturing methods..
As an endeavour towards employee welfare, the company
boasts of facilities like sanatorium, cafeteria, recreation and
medical facilities.
As part of committed Company Social Responsibility (CSR) AG has adopted a village,
Jeetpura, Haryana. To provide basic necessities like drinking water, computer education,
play ground etc
\
PRODUCTS
11
Today AG Industries is meeting the growing demands of the market with an impressive of
range high quality plastic products.
The company manufactures premium quality plastic moulded components which are used
in various sectors like automotive, engineering and consumer durables sector. The
components are manufactured as per demands and specifications provided by different
companies and are in conformity with international standards.
AG Industries strives hard for optimum customer satisfaction by constantly upgrading its
product range.
OBJECTIVE OF THE PROJECT
12
The main objectives of the project – “Dealer satisfaction study of leading automobile
manufacture” for A.G.Industries private limited is as follows:
To conduct survey on satisfaction of the top management and middle management
in dealership of the automobile firm.
To identify the satisfaction and dissatisfaction causing parameters and how and to
what extent it affects the performance of employees.
Suggesting possible ways by which the dissatisfaction level could be brought down.
To learn the uses of statistical tools in bringing about conclusions based on
responses obtained in questionnaires.
The project has three stages namely:
1. Primary research
2. Analysis of collected data
3. Report preparation
The initial stage began with customer’s proposed order to A.G.Industries private limited.
The research firm assigned the task to its research team. The goals and objective of the
project was framed. Te entire process and flow of the project is explained in the following
stages:
1.PRIMARY RESEARCH
The primary data was collected directly from the respondents using data collection methods
like survey interviews, questionnaires, direct observation or tabulation. Use of internet for
primary data collection is still in its infancy. The primary research includes various stages
namely:
a. Brainstorming
b. Designing of questionnaire
c. Analysis of questionnaire
d. Approval of questionnaire
e. Field investigation
f. Recording data and feedback
13
These stages are explained below in detail:
a. BRAINSTORMING
The research team observed the requirements of the automobile manufacturer. Thus
customer needs and the requirements were analysed. Thus after understanding the needs of
the customers the research team brainstormed and prioritized the methodologies and
structure of the research.
As an outcome of brainstorming the project was assigned to many representatives to study
the satisfaction of dealers and distributors of automobile manufacturer.
b. DESIGNING OF THE QUESTIONNAIRE
Thus according to the requirements of the clients the questionnaires were designed. These
questions helped to extract the real picture and mindset of the dealers.
The satisfaction study based questions has three different types namely the delight
questions, dissatisfaction questions and the normal point rate ranking questions. There were
other structured closed and open ended questions. These questions helped to understand the
dealers knowledge in business policies, terms, advocacy, overall satisfaction, latest
developments and suggestions.
Questions to study the communication flow of the organisation were also prepared.
Questions of advocacy, loyalty, reliability, and general feedback were also framed to
understand the mindset of the dealers and distributors.
The distribution channel of A.G.Industries has two parts namely the dealers and the service
channel. A dealer set of questionnaire has four people to be interviewed. These people
include owner of the dealership/ general manager of dealership, sales manager, service
manager and spares manger.
Thus there are two different sets of questionnaires for service channel. The people who
were interviewed were the authorised service station owners/ service managers and the
spares managers of service stations.
The questionnaires were designed in a fashion that the questionnaire remains same with all
the candidates but the attributes vary according to their levels in management.
14
c. TEST OF QUESTIONNAIRE
The overall structured questionnaire was analysed completely and was revised with slight
modifications. The questionnaire was analysed by a team of researchers and quality
analysts. Thus the designed samples were tested and design of the questionnaire was
checked fool proof.
d. APPROVAL OF THE QUESTIONNAIRE
The structured questionnaire was matched with client’s requirement and was approved for
further field investigation by the client. The attributes and show cards were printed
according to the requirement after the approval of the questionnaire.
e. FIELD SURVEY
This was done so that they can communicate and get the output without bias. This was
counter method to reduce expenses as the preferred locations are usually native place. The
investigation field plays an key role as the entire project was based on the results of the data
recorded.
This stage was an expensive stage as primary research data collection requires face to face
interaction and time consuming process. The data collected were recorded and brought
along with the questionnaire
f.FIELD FINDINGS
The needs and complaints of the customers were understood and recorded. Some of the
field findings or observations which were found from the respondents across the field were
listed below.....
Biasness in responding to the questionnaires.
Reluctance to respond to the questions.
The data about the dealers were not updated.
Difficult to fix appointments and to cover the target on time.
Dealers were looking forward for prompt payment systems from the company
Dealers were not satisfied with the availability of spare parts for old model
vehicles were not available.
15
Dealers were happy with the overall satisfaction with the automobile manufacture.
The advocacy of the dealers to recommend to their friends was positive
g. RECORDING DATA AND FEEDBACK
The data which were collected from dealers were the intellectual property of A.G.Industries
private limited.
SAMPLE SIZE
The project was done to understand the satisfaction level amongst the dealers and
distributors of the leading automobile manufacturer. So a sample of SSS (Sales, service,
and spares) and 5 dealers of ASS (Authorised service station) were taken as a sample.
These sample size is taken from each state and the sample size varies according to the
number of outlets particularly.
SAMPLING PROCEDURE
The list of dealers and the list of people whom to be met were provided by automobile
company. From the list of dealers and distributors the sample was selected based on the
number of vehicles sold and the turnover of the dealership. These dealers were dealing with
the commercial vehicles of the automobile manufacturer. As the commercial vehicle
generates more revenue for the manufacturer than the passenger vehicles, the dealer
satisfaction study of commercial vehicles dealers’ were analysed.
2.ANALYSIS
The analysis was the next phase of the project where the collected data were analysed. The
various analysis and interpretation which were found are illustrated below:
The following analysis shows the most preferred attributes by management persons:
16
1.MOST PREFERRED ATTRIBUTES
Adequate margin
s to dealerships
Availability
of required
models
Availability
of complete range o
f spare part..
.
Concern about profitability
of dealer...
Timely and correc
t handling of compla...
Preventing discount wars b
etween deal...
Quick realiz
ation of dealer's in
centives fr...
Good availability
of credit fro
m manufa...
Good training for deale
rship staff
Help by company sal
es staff in booking lar
ge i...
0102030405060708090
10087
81 81 78 73 71 69 6758 57
Most Preferred attributes according to deal-ership owner
% of importance
1.1 – Most Preferred attributes according to dealership owner
17
Availability
of required
models
Good advertisem
ents which help in ach
ieving higher s
ales
Company's price
s attracti
ve to final cu
stomers
Adequate margi
ns to deale
rships
Attractive fi
nance schemes f
or ultimate customers
from manufacturer
Good support by co
mpany in marke
t development
Timely
and correct handling of co
mplaints re
garding newly so
ld vehicles
Timely
and correct handling of co
mplaints
Preventing disco
unt wars betw
een deale
rs
Good training fo
r dealership sta
ff in sales operati
on
020406080
89 88 84 84 82 7867 63 60 58
Most Preferred attributes according to sales manger
% of importance
1.1 Most Preferred attributes according to dealership sales manager
18
Good availab
ility of sp
ares for all
models
Adequate margi
ns to deale
rships
Availability
of complete
range o
f spare
parts at T
ATA Motors wareh
ouse
Supply as per y
our order (No dumping)
Help in liquidating non moving spare
parts
Availability
of spare
parts cat
alogues / mannuals f
or new vehicles
Good training fo
r dealership sta
ff in spare parts
business
Clear and timely
communication of ch
anges in company policie
s
Timely
and correct handling of co
mplaints
Total commitment to
customers by m
anufacturer
020406080
90 88 87 84 83 75 73 70 68 63
Most Preferred attributes according to Deal-ership spares manager
% of importance
1.3 Most Preferred attributes according to dealership spares manager
19
Good availab
ility of sp
ares for all
models
Adequate margi
ns on warranty s
ervice
Reliability
of the ve
hicles, low fail
ure rate
Clear and timely
communication of ch
anges in company policie
s
Training of deale
r staff in ser
vice by th
e company
Timely
and correct handling of co
mplaints
Timely
and correct handling of co
mplaints re
garding newly so
ld vehicles
Good support in getti
ng more s
ervice c
ustomers
Regular v
isits by co
mpany's servi
ce perso
nnel to attend difficult problem
s
Fuel efficien
t vehicles
020406080
90 88 87 84 81 80 78 76 72 70
Most Preferred attributes according to service Manager
% of importance
1.4Most Preferred attributes according to dealership service manager
20
Good availab
ility of sp
ares for all
models
Availability
of complete
range o
f spare
parts at
warehouse
Adequate marg
ins on warranty s
ervice
Concern about profitablity
of TASS
Help in liquidating non moving spare
parts
Supply as per y
our order (No dumping)
Timely
and correct handling of co
mplaints
Regular v
isits by co
mpany's servi
ce perso
nnel to attend difficult problem
s
Quick and correc
t settlem
ent of warranty c
laims
Clear and timely
communication of ch
anges in company policie
s
020406080
90 88 86 83 81 80 78 76 72 70
Most Preferred attribute according to au-thorized service station Owner/GM
% of importance
1.5 – Most Preferred attribute according to authorized service station owner/GM
21
Good availab
ility of sp
ares for all
models
Availability
of complete
range o
f spare
parts at
warehouse
Supply as per y
our order (No dumping)
Help in liquidating non moving spare
parts
Good training fo
r dealership sta
ff in spare parts
businessFair
pricing policy
Adequate margi
ns to deale
rships
Availability
of spare
parts cat
alogues / mannuals f
or new vehicles
Clear and timely
communication of ch
anges in company policie
s
Packing gi
ves confidence r
egarding ge
nuineness of part
in good condition
020406080
90 88 86 83 80 76 73 70 68 66
Most Preferred attribute according to au-thorized servicestation spares manager
% of importance
1.6 – Most Preferred attribute according to authorized servicestation spares manager
INTERPRETATION- MOST PREFERRED ATTRIBUTES
From the above charts the following interpretations are made,
1. The above mentioned attributes were the most prioritized qualities which the
dealer and service station management persons preferred.
2. The satisfaction index of these management persons could be increased by
concentrating and improving these areas.
3. The management policies of the manufacturer should be framed according to
this preference to foresee a better satisfaction
4. The most preferred attribute was adequate margins to the dealers.
5. The manufacturer should increase the profit margins for the dealers.
6. The data interpreted shows a clear chit to concentrate on revenue of dealers and
22
availability of spare parts.
2. SATISFACTION INDEX:
overallsatisfac-tion
sales service spares0%
10%
20%
30%
40%
50%
60%
70% 64%
55% 53%50%
Satisfaction Index of Dealer Owner/GM
Degree of satisfaction
2.1Satisfaction score of dealer owner/ General manager
overallsatisfac-tion
sales service spares0%
10%
20%
30%
40%
50%
60%
70%
49%
65%
58%
43%
Satisfaction Index of dealer Spares manager
Degree of satisfaction
2.2Satisfaction score of dealership Spares manager
23
overallsatisfac-tion
sales service spares0%
10%
20%
30%
40%
50%
60%
70%
80% 73% 70%
51%
60%
Satisfaction Index of sales manager
Degree of satisfaction
2.3Satisfaction score of dealership Sales manager
overallsatisfac-tion
sales service spares0%
10%
20%
30%
40%
50%
60%57% 56%
47%
36%
Satisfaction Index of dealer Service manager
Degree of Satisfaction
2.4 Satisfaction score of dealership service manager
24
overallsatisfac-tion
sales service spares0%
10%
20%
30%
40%
50%
60%
70% 65%69%
58%
38%
Satisfaction Index of service station Owner/GM
Degree of Satisfaction
2.5Satisfaction score of authorized service station Owner/General manager
overallsatisfac-tion
sales service spares0%
10%
20%
30%
40%
50%
60%
70%
46%
69%
55%
41%
Satisfaction Index Of Service Station Spares Manager
Degree of satisfaction
2.6 Satisfaction score of authorized service station Spares manager
25
INTERPRETATION – SATISFACTION INDEX
The following interpretations are made from the above chart
1. The overall satisfaction for owners/GMs was good.
2. The overall satisfaction for the Spares managers was poor and rest was average.
3. The manufacturer should concentrate on the issues related with spare parts and
availability of spare parts.
4. The service satisfaction score was not remarkably good.
5. The satisfaction in sales was really doing a good part as the score was overall
good.
3. AWARENESS ABOUT MANUFACTURERS INITIATIVES
The following graphical diagrams shows the awareness of manufactures initiatives and
polices amongst the management persons of the dealers and service station persons
80%
20%
Awareness about initiatives taken
yesno
3.1 Awareness about initiatives taken– Dealership Owner/GM
26
70%
30%
Awareness about initiatives taken
yesno
3.2Awareness about initiatives taken – Dealer Spares manager
80%
20%
Awareness about initiatives taken
YesNo
3.2 Awareness about initiatives taken – Sales manager
27
60%
40%
Awareness about initiatives taken
YesNo
3.4Awareness about initiatives taken – Dealer Service Manager
70%
30%
Awareness about initiatives taken
YesNo
3.5Awareness about initiatives taken – Service station Owner/ Gm
28
60%
40%
Awareness about Initiatives taken
YesNo
3.6Awareness about initiatives taken – Service Station Spares Manager
INTERPRETATION – AWARENESS ABOUT INITIATIVES
The following interpretations were made from the above diagrams
1. The initiatives taken by the manufacturer in the last one year was to be known by
all the people in dealership and service station. To check the communication the
analysis was done.
2. The dealership owner and service station owner were well aware.
3. The service manager of dealership was not that aware the rest were well aware.
4. In many stations the managers were aware but initiatives were not implemented.
5. The training provided by the manufacturer for the workers were the satisfying
factors for the dealers.
29
4. LOYALTY
The following charts shows the loyalty of dealers
Very unlikely Quite unlikely not sure Quite sure Very likely0
0.1
0.2
0.3
0.4
0.5
0.6
10% 10%
20%
60%
Loyalty Of Dealership Owner
Degree Of Loyalty
4.1 Loyalty of delaership owner/GM
Very unlikely Quite unlikely not sure Quite sure Very likely0
0.1
0.2
0.3
0.4
0.5
0.6
0.600000000000001
0.4
Loyalty of dealership spares manager
Degree Of Loyalty
4.2Loyalty of dealership Spares manager
30
Very unlikely Quite unlikely not sure Quite sure Very likely0
0.1
0.2
0.3
0.4
0.5
0.6
0.600000000000001
0.4
Loyalty of dealership sales Manager
Degree Of Loyalty
4.3loyalty of dealership Sales manager
Very unlikely Quite unlikely not sure Quite sure Very likely0
0.1
0.2
0.3
0.4
0.5
0.6
0.1
0.600000000000001
0.3
Loyalty of dealership serivce manager
Degree Of Loyalty
4.4loyalty of dealership Service manager
31
Very unlikely Quite unlikely not sure Quite sure Very likely0
0.1
0.2
0.3
0.4
0.5
0.6
0.600000000000001
0.4
Loyalty of Authorized service station Owner/GM
Degree Of Loyalty
4.5Loyalty of authorized service station Owner / GM
Very unlikely Quite unlikely not sure Quite sure Very likely0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
20%
30%
50%
Loyalty of authorized servicestation spares manager
Degree Of Loyalty
4.6 Loyalty of authorized service station Spares manager
32
INTERPRETATION – LOYALTY
The loyalty of the dealer was also tested along with the satisfaction level. The dealers were
asked about the continuation of dealership for the next five years and the data are interpreted.
1. The charts shows the loyalty amongst the managers expect the spares manager and
rest all were found to be happy to continue.
2. The spares manager of authorized service station was also found to be not happy
with the manufacturer relation.
3. It was found that the spares managers were dissatisfied with the availability of the
spares on time from the manufacturer. The manufacturer should concentrate on
the areas of spares.
5. SATISFACTION WITH DEALERSHIP
The following charts would describe the satisfaction level with dealership with the
manufacturer.
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.2
0.8
Satisfaction with dealership
Degree of Satisfaction
5.1Satisfaction Level of Dealership owner with holding dealership
33
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0%
5%
10%
15%
20%
25%
30%
10% 10%
30% 30%
20%
Satisfaction with Dealership
Degree Of Satisfaction
5.2Satisfaction level of dealership spares manager holding dealership
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
0.2
0.3
0.5
Satisfaction with dealership
Degree Of Satisfaction
5.3Satisfaction level of dealership sales manager holding dealership
34
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.1
0.2
0.3
0.4
0.5
0.6
0.600000000000001
0.4
Satisfaction with dealership
Degree Of Satisfaction
5.4Satisfaction level of dealership service manager holding dealership
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.3
0.4
0.3
Satisfaction with service station
Degree Of Satisfaction
5.5 Satisfaction level of authorized service station Owner holding dealership
35
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.2
0.4 0.4
Satisfaction with Service station
Degree O Satisfaction
5.6Satisfaction level of authorized servicestation spares manager
INTERPRETATION – SATISFACTION LEVEL FOR HOLDING DEALERSHIP
The following interpretations are made from the above charts
1. The dealership owners were found to be highly satisfied for holding the dealership
with the automobile manufacturer.
2. The dealership service manager and sales manager were partially satisfied for
holding the dealership with the automobile manufacturer.
3. The spares manager of both dealership and authorized service station were not
found to be satisfied. The chart shows poor result.
6.RETURN ON INVESTMENT
The following charts shows the satisfaction level of the dealers on returns of their investments
36
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.3
0.4
0.3
Return on Business
% of Degree of Agreement
6.1Return on investment – dealership owner/GM
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.3
0.4
0.3
Return on Business
% of Degree of Agreement
6.2Return on investment – dealership spares manager
37
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
0.3
0.5
0.2
Return on Business
% of Degree Of Agreement
6.3Return on investment – Dealership sales manager
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
10% 10% 10%
50%
20%
Return on Business
% of Degree of Agreement
6.4Return on ivestment – Dealership Service manager
38
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.3 0.3
0.4
Return on Business
% of Degree Of Agreement
6.5Return on Investment – Authorized service station Owner/ GM
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
0.2
0.3
0.5
Return on Business
% of Degree Of Agreement
6.6Return on Investment – Authorized service station Spares manager
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INTERPRETATION – RETURN ON INVESTMENT
The dealers were analyzed on the basis of their business generation and revenue earned. The
above charts show the satisfaction level.
1. The business revenue and business generated by the dealership were mostly found
satisfied.
2. The owners were found satisfied even the spares generate a good return
3. The service area were found to be not so satisfied with the generation of business
7. RELATION AND CARE OF MANUFACTURER
Questionnaires were framed to find the relationship between the manufacturer and the
dealers. The following charts show the relationship level between them.
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
0.5 0.5
RELATION AND CARE OF MANUFACTURER
% of Degree of Agreement
7.1 Realtion and care of manufacturer – Dealerhip Owner/GM
40
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.3
0.4
0.3
RELATION AND CARE OF MANUFACTURER
% Of Degree Of Agreement
7.2 Relation and care of manufacturer – Dealership Spares manager
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
0.5 0.5
Relation and care of manufaturer
% of Degree Of Agreement
7.3 Relation and care of manufacturer – Dealership Sales manager
41
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.3
0.4
0.3
Relationship and care of manufacturer
% of Degree of Agreement
7.4 Relation and care of Manufacturer – Dealership Service manager
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.4
0.3 0.3
Care and relationship with the Manufacturer
% Of Degree Of Agreement
7.5 Relation and care of manufacturer – Authorized Service station Owner
42
Strongly disagree
Disagree Neither agree nor disagree
Agree Strongly agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
40%
30% 30%
Relationship and care of manufacturer
% Of Degree Of Agreement
7.6 Relation and care of manufacturer – Authorized service station Spares Manager
INTERPRETATION – REALTION AND CARE
The following interpretation shows the relationship and care of manufacturer with the
dealership owner and management staffs.
1. On the whole the relationship and care of the manufacturer was found to be good.
2. The relationship with the service department was found to be weak.
3. The manufacturer should concentrate on the relationship level and polices with the
service department.
43
GENERAL FEED BACK FROM DEALERS
1. Dealers expect more support from the manufacturer to improve the ambience of the showroom.
2. Payment of incentives within specified time frame.
3. The spares were always found to be inadequate.
4. The quantity of spares supplied to the dealers was found to be less than estimated.
5. The dealership looks for sales promotion activities from the manufacturer side.
These were some of the major suggestions and requests given by the dealers during interaction.
LIMITATIONS OF THE STUDY
The following were the limitations of the project;
The sample size on which data will be analyzed is very small. This is because, for a particular project, data will be collected from different places. However, the conclusions and recommendations drawn out of this project will be analyzed on the basis of data collected from only one field of survey.
Biased data provided by the respondents due to time constraint and fear of response revelation to Tata Motors.
44
RECOMMENDATIONS:
The following are some of the recommendations for the manufacturer to look upon. These are
based on understanding and learning in the field,
1. Manufacturer should improve the availability of required models and spare parts which
are of utmost priority to the dealers.
2. Dumping of vehicles and spare parts should be avoided which becomes the most
annoying factor.
3. Complaints should be attended to at the earliest possible and correctly to mutual
satisfaction.
4. Appropriate training on new products should be provided to concerned people.
5. It should be made sure that awareness of new initiatives taken is cent percent.
6. Manufacturer can help the dealers in managing the business thereby improving their
rate of return on their investment.
Concentrating in these areas would definitely result in increased satisfaction, loyalty and
advocacy of the existing dealers.
45
CONCLUSION
After careful research study, it can be concluded that the overall satisfaction of the dealers
and authorized service station owners were found to be above average. It can be further
improved by concentrating in the area of spares department, payment and credit issues.
Satisfying the dealers in all aspects is practically impossible. Thus the manufacturer is found
to perform reasonably well in the industry which also gives it a prominent place in the
automobile industry.
46