Service Quality and Customer satisfaction of Maruti Service Station

SUBMITTED BY

Vishal Ravindra Ukarde

Reg. No. 200621733

Marketing Management

Symbiosis Centre For Distance Learning 1

NO OBJECTION CERTIFICATE

This is to certify that Vishal Ravindra Ukarde, Reg. No. 200621733

Marketing Management, is an employee of this institute/organization.

We have no objection for him / her to carry out the project work “Service Quality and Customer satisfaction of Maruti Service Station

” Our organization and submitting the same to the Director SCDL as a part of the fulfillment of the Post Graduate Program.

We wish him/her all the success.

Rohit N.

MARKETING MANAGER

LIFE STYLE INTERNATIONAL P.L., MULAND

Place: Mumbai

Date:

2

DECLARATION BY THE LEARNER

This is to declare that I have carried out this project work “Service Quality and Customer satisfaction of Maruti Service Station” myself in the fulfillment of the Post Graduate Program of SCDL.

The work is original has not been copied from any where else and not been submitted to any other University/Institute for and award of nay degree/diploma

Vishal Ravindra Ukarde

Reg. No. 200621733

Marketing Management

Place: Mumbai

Date:

3

CERTIFICATE OF SUPERVISOR (GUIDE)

Certified that the work incorporated in this project report “Service Quality and Customer satisfaction of Maruti Service Station” submitted by URVVASHI SALIAN, Reg. no. 200718075 is his/her original work and completed under my supervision.

Material obtained from other sources has been duly acknowledged in the project report

Rohit N.

MARKETING MANAGER

LIFE STYLE INTERNATIONAL P.L., MULAND

Place: Mumbai

Date:

4

INDEX

SUMMARY OF PROJECT

SECONDARY OBJECTIVES:

SCOPE OF THE STUDY

RESEARCH METHODOLOGY RESEARCH DESIGN

SAMPLE SIZE

COLLECTION OF DATA

LIMITATIONS OF THE STUDY

CAR SEGMENT

SWOT ANALYSIS OF MARUTI UDYOG

MARKETING STRATEGIES OF MARUTI UDYOG

RESEARCH ANALYISIS

5

Summary of Project

The project work is the internal part of an Post Graduate Program . It helps the students

understand practical aspects of Business Management in a better way as a part of my Post

Graduate Program.

“Marketing Research (Service Quality and Customer satisfaction of Maruti Service

Station is the systematic and objective identification, collection, analysis, dissemination, and use

of information for the purpose of improving decision making related to identification and

solution of problems and opportunity”

“Quality services at work station is the process, by which an individual selects, organizes and

interprets information inputs to create a meaningful picture of the world around as”

To be a Post Graduate Program student is a matter of pride because we are in a field, which helps

us to develop from a normal human being into a disciplined, and dedicated professional. One has

to be a good learner to sharper knowledge in the particular field to achieve and attain the desired

goals and heights. I conducted to gain an understanding of what goes in to mind of the customer

about “Maruti ”. To find the perception of people on “Maruti” , I used research questionnaires as

the research and data collection tools. The responses were collected from 300 respondents. from

various areas of Mumbai.

I had learned lot during my Grand Project on Quality Service of Maruti at work station, and I

hope this will be helpful to find out perception of people for quality service on “Maruti” car.

6

Secondary objectives:

To find out advertisement effectiveness of Maruti car.

To know the satisfaction level of customers

To know which class of customers is using Maruti Car

To know more about the overall experience of customers about their dealers.

SCOPE OF THE STUDY Today the existence of an organization depends on its ability to

understand the customers and producing and delivering products or services according to those

needs. This project indented to find out the quality service of Maruti car. This study will help the

company to redesign their marketing strategies such as product design, sales promotion activities

etc. so as to the meet the needs of customers. As per the scope of the study is concerned, the

study helps to find out the various quality service of Maruti car customers in Mumbai . It will

also help the company to know more about their customers. It is hoped that the analysis will help

the company to develop quality service of Maruti car and achieve the major objective from that.

RESEARCH METHODOLOGY RESEARCH DESIGN

A research design is a logical and systematic plan prepared for directing a research study. It is

the program that guides the investigator in the process of collecting, analyzing and interpreting

observations. Here DESCRIPTIVE RESEARCH DESIGN is used for analyzing buying

motive of Etios. It is very simple and more specific than exploratory study. The descriptive study

is a fact finding investigation with adequate interpretation. The descriptive study aims at

identifying the various characteristics of a problem under study. It reveals potential relationships

between variables and also setting the stage for further investigation later. SAMPLING

TECHNIQUE A part of the population is known as sample. The process of drawing sample

from a population is known as a sampling. Non probability sampling It is not based on the

theory of probability. It does not provide a chance of selection each population element. The

merit of this type sampling is simplicity, convenience and low cost. Convenience sampling is

the sampling technique used here. In this sampling we select whatever sampling unit is

conveniently available. It lays groundwork for subsequent probability sampling.

7

SAMPLE SIZE The researcher has to select a relevant fraction of the population, which is a

representative of the entire population. The sampling size will be small in the case of the

descriptive study where less than 1 percent is sufficient to provide reliable results. Here the

sample size samples and it is limited to the area of Mumbai (Muland) Maruti Udyog Service

Station, work station of Maruti

COLLECTION OF DATA In this stage, there is a need to gather primary as well as secondary

data. Primary data are collected on original information gathered for a specific purpose either

through personnel interviews / questionnaires etc. Secondary data is collected from already

existing sources in various organization brochures and records. Primary Data The present study

has used survey method for collecting the primary data by directly interviewing customers with

questionnaire. Secondary Data Secondary data for the study were collected from the library

reference, technical and subject based books, journals and magazines, websites and other

previous studies Tool for Data collection A well structured questionnaire was used to collect the

primary data from the customers. The customers were given multiple choices to select their

particular answers. A copy of the questionnaire is enclosed in the annexure. Type of Questions

The questions that have been used in preparing the questionnaire were: -

Dichotomous questions

Multiple choice questions

8

LIMITATIONS OF THE STUDY

1. The study was confined to only Mumbai (Muland work station) of Maruit Udyog Muland.

Therefore the results cannot be generalized.

2. Customers were reluctant to answer certain questions.

3. The result generated out of the study is completely dependent on the nature of the response

given by the customers.

4. Short span of time was a limiting factor.

5. Customer satisfaction varies from time to time. It will not remain constant.

Despite these limitations, a sincere attempt has been made to collect and analyze the data and

present the information as accurately as possible

9

Small and mid-sized cars

10

The automobile sector is one of the core industries of the Indian economy, whose prospect is

reflective of the economic resilience of the country. With 4% contribution to the GDP and nearly

5% of the total industrial output, the automotive sector has become a significant contributor to

the exchequer. Continuous economic liberalization over the years by the government of India has

resulted in making India as one of the prime business destination for many global automotive

players.

One of the largest industries in India, automotive industry has been witnessing impressive

growth during the last two decades. Abolition of licensing in 1991, permitting automatic

approval and successive liberalization of the sector over the years have led to overall

development of the automobile industry

Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader

of the Indian car market for about two decades. Its manufacturing plant, located some 25 km

south of New Delhi in Gurgaon, has an installed capacity of 3,50,000 units per annum, with a

capability to produce about half a million vehicles.

In the late 1980s, Suzuki had increased its equity stake in Maruti from 26% to 40% and further to

50% in 1992, converting Maruti into a non-government company. Consequently, Suzuki began

taking more active part in the management of the company.  

The introduction of the Maruti 800 in 1983, marked the beginning of a revolution in the Indian

automobile industry. Maruti Udyog brought in the latest technology then available, more fuel-

efficient cars, and brought down the prices of cars in

India. This led to the creation of a huge market for all car segments as the Indian middle class

grew in size. This in-turn brought in more players to this segment. A number of auxiliary car

parts making units were setup as most car manufacturers realized it was more cost effective to

make their car parts in India rather than import them

The government seemed reluctant to take a decision as it felt that Suzuki had inflated the project

cost. The government came up with a scheme to fund the project through a combination of debt

11

and internal accruals. The transfer of gearbox technology was another bone of contention

between two partners.

Relationship between the Government of India, under the United Front (India) coalition and

Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian

media till Suzuki Motor Corporation gained the controlling stake. This highly profitable joint

venture that had a near monopolistic trade in the Indian automobile market and the nature of the

partnership built up till then was the underlying reason for most issues.

Service is a major revenue generator of the company. Most of the service stations are managed

on franchise basis, where Maruti trains the local staff. Other automobile companies have not

been able to match this benchmark set by Maruti. The Express Service stations help many

stranded vehicles on the highways by sending across their repair man to the vehicle.

To promote its bottom line growth, Maruti launched Maruti Finance in January 2002. Prior to the

start of this service Maruti had started two joint ventures Citicorp Maruti and Maruti

Countrywide with Citi Group and GE Countrywide respectively to assist its client in securing

loan. Maruti tied up with ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak Mahindra,

Standard Chartered Bank, and Sundaram to start this venture including its strategic partners in

car finance.

12

13

Marketing Model

Six step model

14

SWOT ANALYSIS OF MARUTI UDYOG

Strengths: -

Bigger name in the market.

People trust name maruti udyog

Maruti udyog is the market leader for now say around decade.

Has a great dealership chain in the market .

Better after sales service

Low maintenance cost of vehicle as parts are easily available every where

Weakness

Exports are not that good.

Lesser diesel models in the market compare to others

Global image is not that big

Opportunities

Great opportunities to go global with success of

swift and sx4 all over.

To enter into diesel cars market which is growing

Opportunity to grow bigger by entering into bigger

car markets

Already a market leader so great opportunity to be

the king of market in every stage of industry.

Threats

Foreign companies entering market so a bigger threat from MNCs.

To the market share as many big names are coming in the industry

There is hardly any diesel models , diesel cars which are growing

faster than petrol .

No 1.5 lac car coming in.

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Diesel cars sales to grow by 50% by 2010

Diesel car sales in India are expected to grow by a whopping 50 per cent by 2010, keeping pace

with a new global trend that is witnessing a huge revival of the segment.

A top official of Mico, an auto component major, told Business Line the current market share of

diesel cars is around 31 per cent which is expected to rise to 45 per cent by 2010.

"We foresee, with current market trends in India and globally, a diesel share of around 45 per

cent in 2010 in the cars and multi-utility vehicle segment," the official said.

Europe, which embraced diesel, earlier than other markets, will see its share growing from 46 per

cent to 55 per cent by 2010, according to current trends.

Three years ago, share of the diesel car market in Europe was a mere 12 - 14 per cent. "We will

see a huge demand for diesel cars in India soon," the Tata Motors Vice-President for commercial

passenger car business unit, Rajiv Dube, said. He said the demand will be fuelled more by the

fact that diesel engines are at least 35 per cent more fuel efficient than gasoline.

"Even though diesel carries a price advantage, its engine is more fuel efficient and more

environment friendly," Dube said.

He said governments in the West are doling out huge incentives to the diesel car segment leading

to a major spurt in sales which has been also been helped by the arrival of better performing

common rail technology.

Keen to take advantage of the expected boom, Mico has already firmed up plans to set up a

common rail injection system while India's largest car maker, Maruti Udyog is setting up a Rs

350 crore diesel engine plant in association with Fiat - General Motors Powertrain.

The Maruti Udyog Managing Director, Jagdish Khattar, said recently that the diesel cars market

would see a substantial increase during the next few years.

16

Khattar said the new plant would produce 100,000 engines every year. "We want to sell

diesel cars on its own merit," Khattar said.

According to a JD Power report, global diesel light vehicle sales will increase from 12.5 million

in 2003 to 27 million by 2015 with India and South Korea being the drivers behind this growth in

Asia.

A DaimlerChrysler spokesperson said nearly 43 per cent of total CKD sales in India in 2003

were diesel-powered cars. DaimlerChrysler sells E270CDI and C 220CDI Mercedes Benz cars in

the country.

Ford India's Vice-President for marketing and sales, Vinay Piparsania, said customers prefer

diesel run cars for travelling long distances indicating that the price differential between the two

fuels was responsible for higher sales currently.

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Maruti udyog ltd

18

Impact of Maruti Udyog

The introduction of the Maruti 800 in 1983, marked the beginning of a revolution in the Indian

automobile industry. Maruti Udyog brought in the latest technology then available, more fuel-

efficient cars, and brought down the prices of cars in India. This led to the creation of a huge

market for all car segments as the Indian middle class grew in size. This in-turn brought in more

players to this segment. A number of auxiliary car parts making units were setup as most car

manufacturers realized it was more cost effective to make their car parts in India rather than

import them. Maruti's most major influence was in helping the component industry in the

country because of its emphasis on localization and indigenization. As in the beginning that

sector hadn't grown much, Maruti had to start a dozen joint ventures with Indian entrepreneurs. It

got them foreign collaborations, which led to collaborations for other manufacturers so that over

a period of time the whole component industry was able to upgrade itself and improve its quality.

Leading to a major existing export potential in vehicle components. It also brought in better

methods of financing that allowed more people, who given their income levels could not afford

to buy a car on their own. It still remains the leader not only in terms of market share but also in

customer satisfaction surveys.

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Company information

Maruti Udyog, a joint venture between Suzuki of Japan and the Indian government, has

dominated India's automobile market by providing a wide range of cars at affordable prices. In

the late 1990s, as competition intensified, it started losing its market share. A change in

management control from the Indian government to Suzuki, and intensive cost cutting and

productivity improvement initiatives helped the company to strengthen its competitive position.

This case covers the various restructuring activities undertaken by Maruti since the late 1990s

Vision

Our policy is to be present in most segments, but our focus will be on small cars. This country

for a good number of years will be a small car market because five million two-wheelers are sold

and only six lakh cars. You have got 35-40 million two-wheelers on the road. They have to

upgrade.

- Jagdish Khattar, CEO, Maruti.

20

TimeLine of Maruti Udyog Ltd

1970 A private limited company named 'Maruti technical services private limited' (MTSPL)

launched on November 16, 1970. The stated purpose of this company was to provide technical

know-how for the design, manufacture and assembly of "a wholly indigenous motor car".

1971 In June, A company called 'Maruti limited' was incorporated under the Companies Act and

Sanjay Gandhi became its first managing director.

1981 The Indian Central government at the behest of Indira Gandhi salvages Maruti limited and

starts looking for an active collaborator for this company.

Maruti Udyog Ltd was incorporated under the provisions of the Indian Companies Act, 1956.

1982 License and Joint Venture Agreement(JVA) signed between Maruti Udyog Ltd. and SMC

of Japan.

1983 Maruti 800, a 796 cc hatchback, India’s first affordable car, is released in the market.

Production was started under the JVA commences.

1984 Omni, a 796cc MUV, released.

Installed capacity of the plant in Gurgaon, reaches 40,000 units.

1985 Launch of Maruti Gypsy (970cc, 4WD off-road vehicle).

1986 Maruti 800 ( New Model-796cc, hatchback Car)

100,000 vehicles produced by the company.

1987 The company's first export, when a lot of 500 cars were sent to Hungary.

1988 Installed capacity is increased to 100,000 units in Gurgaon.

21

1992 Suzuki increases its stake in Maruti to 50 percent, making the company a 50-50 JV with the

Government of India the other stake holder.

1993 Zen(993cc, hatchback Car), which was later exported in Europe and elsewhere as the Alto.

1994 Esteem1.3L (1298cc, 3 box car) LX released in market, Maruti's second sedan model.

Produced the 1 millionth vehicle since the production commenced. The first

company in India to do so.

1995 Esteem1.3L (1298 cc, 3 box car) VX released in market.

Maruti 1000 production of Maruti 1000 stopped.

Second plant opened , installed capacity reached 200,000 units

1996 Five new models launched:

o Gypsy (E) (970cc, 4WD 8 seater)

o Omni (E) (796cc, MUV, 8 seater)

o Gypsy King (1298cc, 4WD, off road vehicle)

o Zen Automatic (993cc, hatchback car)

o Esteem 1.3L (1298 cc, 3 box Car) AX

1997Government nominated Mr. S.S.L.N. Bhaskarudu as the Manging Director on August 27, as

the then current Managing director, R.C.Bhargava, was completing his tenure. Creating a

conflict with Suzuki.

1998 Esteem (1299cc, 3 box car) LX, VX and AX models released.

New Maruti 800 (796cc, hatchback Car) Standard and Deluxe released the first change in design

since 1986. (Two million vehicles produced. )

1998 Zen D (1527 cc diesel, hatchback car) model released.

Zen VX & Zen VX Automatic model released.

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New (Omni & Omni E) (796cc, MUV) model released.

1999 Six new releases:

o Maruti 800 EX ( 796cc, hatchback car)

o Zen LX (993cc, hatchback car)

o Zen VXi (993cc, hatchback car with power steering)

o Omni XL ( 796cc, MUV, high roof)

o Baleno (1600cc, 3 Box Car) released. Advertised as 'Maruti Suzuki

Baleno'

o Wagon R launched in market.

2000 First car company in India to launch a Call Center for internal and customer services. New

Alto model released.

2001 Zen LXi Maruti True Value launched in Bangalore and Delhi

Maruti Versa, India’s first luxury multi-purpose vehicle launched.

Alto Spin LXi, with electronic power steering

Alto Vxi

Customer information centers launched in Hyderabad, Bangalore and Chennai

2002 Esteem Diesel. All other variants upgraded

Maruti Insurance. Two new subsidiaries started: Maruti Insurance Distributor

Services and Maruti Insurance Brokers Limited

Alto Spin LXi, with electronic power steering

Special edition of Maruti 800, India’s first colour-coordinated car

Maruti True value in Mumbai

Maruti Finance in Mumbai with 10 finance companies

Suzuki Motor Corporation (SMC) increases its stake in Maruti to 54.2 percent.

2003 New upgraded WagonR

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Enters into partnership with State Bank of India

4 million vehicles Produced since start of production.

Maruti Udyog Ltd is listed on BSE and NSE after a public issue, which is

oversubscribed 10 times.

2005 New (non A/C) variant of Alto released.

Alto becomes India's new best selling car overtaking Maruti 800.

LPG variant of 'Omni Cargo'.

Versa 5-seater, a new variant created .

Baleno LXi, a new variant created.

Esteem undergoes cosmetic changes and is re-launched with a price cut.

Maruti Udyog closed the financial year 2003-04 with an annual sale of 472122

units, the highest ever since the company began operations 20 years ago.

2006The fiftieth lakh (5 millionth) car rolls out in April, 2005

Growth in overall sales by 15.8%

Suzuki Swift(1298cc 87 BHP 4Dr Hatch) Introduced into the Indian Market

2007Maruti targets rural areas for there sales

Increase in there sales of small car

Zen reborn as zen estilo

Comes up with there sedan model maruti sx4 to compete tith honda city which a huge success.

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Maruti udyog to be known as maruti suzuki india

Chennai: In line with its shareholding pattern Maruti Udyog Limited will be rebranded Maruti

Suzuki India Limited. The board's proposal to change the name of the company that has the

highest sales in the country is subject shareholder approval at the company's next annual general

meeting and also that of the Registrar of Companies.

Since the name Maruti has a strong branding in the passenger car segment, Suzuki has decided to

retain it in the new name that it proposes, and just substitute Udyog with Suzuki and add India.

According to the company, the word Suzuki in the name imparts an international dimension.

Further Suzuki Motor Corporation being the parent company is a major player in the mini car

market in Japan. It has recently positioned itself as a complete car maker with the success of its

globally strategic models like Swift, SX4 and Grand Vitara.

The company says the new name would help launch Maruti vehicles in overseas markets. The

company will be launching a model for European exports in the next couple of years and is also

developing capabilities to become Suzuki's research and development hub for Asia outside

Japan.

Meanwhile the company logged a total income of Rs4,154 crore during the first quarter of this

fiscal and a net profit of Rs499.6 crore and sold 169,669 units out which the domestic market

accounted for 1,60,064 units.

25

Models of Maruti cars

MODEL TYPE

Maruti 800

Maruti 800 STD BS III Maruti 800 AC BS III

Small

Omni

5 seater Maruti Omni 8 seater Maruti Omni LPG Maruti Omni

Small

Maruti Alto

Alto Alto Lx Alto Lxi

Small

Maruti Zen Estilo

Maruti Zen Estilo Lx Maruti Zen Estilo Lxi Maruti Zen Estilo Vxi

Mid-Size

Wagon R

WagonR Lx WagonR Lxi WagonR Vxi WagonR Ax

Mid-Size

Versa

5 seater 8 seater ( DX & DX2)

Mid-Size

Maruti Esteem Mid-Size

26

Maruti Esteem Lx Maruti Esteem Lxi Maruti Esteem Vxi

Baleno

Baleno Sedan VXi Baleno Sedan LXi

Mid-Size

Swift

Swift LXi Swift VXi Swift ZXi

Mid-Size

Maruti Zen Classic Mid-Size

Maruti Gypsy

Hard top Soft top

SUV

Maruti SX4

Maruti SX4 Vxi Maruti SX4 Zxi

Mid-Size

Grand Vitara SUV

AWAITED MODELS OF MARUTI MOTORS CARS

MODEL TYPE

Maruti Escudo SUV

27

SMALL CARS

MODEL COMPANY

Maruti 800

Maruti 800 STD BS III

Maruti 800 AC BS III

Maruti Udyog

Maruti Omni

5 seater Maruti Omni

8 seater Maruti Omni

LPG Maruti Omni

Maruti Udyog

Maruti Alto

Alto Alto Lx Alto Lxi

Maruti Udyog

Reva

Reva AC Reva Standard Reva Classe

Reva Electric Car Co.

Chevrolet Aveo U-VA

Aveo U-VA 1.2 Aveo U-VA 1.2

LS Aveo U-VA 1.2

LT

Chevrolet

Chevrolet Spark

Spark 1.0 E Spark 1.0 Spark 1.0 LS

Chevrolet

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Spark 1.0 LT

Hyundai Getz Prime

Getz Prime 1.1 GLE

Getz Prime 1.1 GVS

Getz Prime 1.3 GLS

Getz Prime 1.3 GLX

Hyundai Motor Co.

SMALL CARS AWAITED

MODEL COMPANY

New Beetle Volkswagen

REVA Spl. Ed. Reva Electric Car Co.

People's car Tata Motors

Air Car Tata Motors

SMALL SEMENT CARS

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MODEL COMPANY

Fiat Palio

Fiat Diesel o Fiat Palio 1.9 EL o Fiat Palio 1.9 ELX

Fiat Petrol o Fiat Palio 1.2 NV-

ELPS o Fiat Palio 1.2 NV-

ELX

Palio Stile 1.1 SL o Palio Stile 1.1

SLX o Palio Stile 1.1 SLE

Palio Stile 1.6 Sport

Fiat India

Fiat Petra

Fiat Petra Petrol o 1.6 EL PS o 1.6 ELX

Fiat Petra Diesel o Petra 1.9 EL PS o Petra 1.9 ELX

Fiat India

Fiat Siena Fiat India

Fiat Uno Fiat India

Fiat Jubilee Uno Fiat India

Siena Station Wagon Fiat India

Ford Ikon

Ford Ikon 1.3 Flair

Ford Motors

Ford Fiesta

Fiesta Duratec 1.4 EXI Fiesta 1.6 Duratec ZXI

Ford Motors

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Fiesta Duratec 1.6 SXI Fiesta 1.4 TDCi ZXI Fiesta 1.4 Duratorq SXI Fiesta 1.4 Duratorq ZXI Fiesta 1.4 Duratorq EXI

Ford Escort Ford Motors

Chevrolet Aveo

Aveo 1.4 E Aveo 1.4 Aveo 1.4 LS Aveo 1.6 LT

General Motors

Opel Corsa General Motors

Opel Astra General Motors

Ambassador

Petrol o 1800 ISZ MPFI

Diesel o 1.5 E2 DSL o Classic 2000 DSZ

CNG/LPG o 1.5 E2 CNG/LPG o 1800 ISZ with

CNG/LPG

Hindustan Motors

Avigo Hindustan Motors

Grand Hindustan Motors

Contessa Hindustan Motors

Hyundai Santro

Santro XK Santro XK (Non AC) Santro XL Santro XO Santro AT

Hyundai Motors

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Santro CNG

Hyundai Getz Prime

Getz Prime 1.1 GLE Getz Prime 1.1 GVS Getz Prime 1.3 GLS Getz Prime 1.3 GLX

Hyundai Motors

Hyundai Accent

Accent GLE Accent GLS Accent Viva Accent Viva CRDi Accent CRDi

Hyundai Motors

Hyundai Elantra

Elantra GT Elantra CRDi Elantra GLS

Hyundai Motors

Hyundai Verna

Verna i (Petrol) Verna Xi (Petrol) Verna XXi (Petrol) Verna CRDi VGT

Hyundai Motors

Mahindra Renault Logan Mahindra & Mahindra Co.

Maruti Zen Estilo

Zen Estilo Lx Zen Estilo Lxi Zen Estilo Vxi

Maruti Udyog

Maruti WagonR

WagonR Lx WagonR Lxi WagonR Vxi

Maruti Udyog

32

WagonR Ax

Maruti Versa

5 seater 8 seater ( DX & DX2)

Maruti Udyog

Maruti Esteem

Esteem Lx Esteem Lxi Esteem Vxi

Maruti Udyog

Maruti Baleno

Baleno Sedan VXi Baleno Sedan LXi

Maruti Udyog

Maruti Swift

Swift LXi Swift VXi Swift ZXi

Maruti Udyog

Maruti Zen Classic Maruti Udyog

o Tata Motors

Tata Indigo

Petrol Variants o Indigo GLE o Indigo GLS o Indigo GLX

Diesel Variants o Indigo LX o Indigo LS

Tata Indigo LS Dicor Tata Indigo LX Dicor

Tata Motors

33

Tata Indigo SX

Petrol Diesel

Tata Motors

Tata Indigo XL Tata Motors

San Storm 1.2 San Motors

SMALL SIZE CARS AWAITED

MODEL COMPANY

Rhino Rover MG Rover Group

Icar Mitsubishi

Grand Punto Fiat

Linea Fiat

Infiniti G35 Nissan

Elegante Tata

Santro

Gas + CNG LPG variant

Hyundai

34

Marketing strategies of Maruti Advertisements

Maruti does effective marketing through advertisement in television, radio, newspapers etc.

Through radios they try to promote their product by organizing quiz contests and the person

who wins are offered a test drive.

Through television they promote their vehicle by showing the utility value, it s comfort level in

this way they try to endorse their product with the help of celebrity which defiantely creates a

great impact on people. The famous TV serial “khulja sim sim” also featured maruti cars in its

show.,

Thus marketing through advertising one of the important role of marketing.

Exchange offer :-

Maruti has also placed its step and made progress by marketing through exchange offer , In this ,

it makes possible to leave and get it replaced for a new one with barely some amount.

This is one of the greatest way to attract more and more customers and also makes possible to

increase sales.

Display what you want to sell

Now if u visit any of the maruti dealer showroom what you will notice is one thing very similar

is the display of a only one car in the showroom. Well this is the strategy where if customers

sees only a car he will definitely go and have a look and here maruti can win one customer. Over

here they set a target that in this month we want to sell this many of cars of say zen estilo.

Tie up with many banks To promote its bottom line growth, Maruti launched Maruti Finance .

Prior to the start of this service Maruti had started two joint ventures Citicorp Maruti and Maruti

Countrywide with Citi Group and GE Countrywide

35

respectively to assist its client in securing loan. Maruti tied up with ABN Amro Bank, HDFC

Bank, ICICI Limited, Kotak Mahindra, Standard Chartered Bank, and Sundaram to start this

venture including its strategic partners in car finance.

Sbi maruti car loans The country's largest bank and the largest car maker have joined hands to make affordable car finance available to more and more people across the country.The mega alliance makes car loans available at lower interest rates to a wider section of people, with transparent terms and conditions. It is supported by the unmatched combined network of SBI branches and Maruti outlets.

The Unbeatable Advantages of SBI-Maruti Car Loans

Two market leaders in their respective industries with trusted brand names.

Lowest interest rates

No processing fees or hidden costs to ensure transparency

Car loans available for diverse categories of customers including government employees and

agriculturists More loan amount available as it is extended on the basis of the car's on-road price,

not ex showroom price.Longer loan repayment period -- upto seven years

36

Swot analysis of Maruti udyog

Strengths: -

Bigger name in the market.

People trust name maruti udyog

Maruti udyog is the market leader for now say around decade.

Has a great dealership chain in the market .

Better after sales service

Low maintenance cost of vehicle as parts are easily available every where

Weakness

Exports are not that good.

Lesser diesel models in the market compare to others

Global image is not that big

Opportunities

Great opportunities to go global with success of

swift and sx4 all over.

To enter into diesel cars market which is growing

Opportunity to grow bigger by entering into bigger

car markets

Already a market leader so great opportunity to be

the king of market in every stage of industry.

Threats

Foreign companies entering market so a bigger threat from MNCs.

To the market share as many big names are coming in the industry

There is hardly any diesel models , diesel cars which are growing

faster than petrol .

No 1. lac car coming in.

37

38

RESEARCH ANALYSIS

1. The Vehicle that you previously used.

TABLE – 1

S. No. Features No. of Respondents %

1. Maruthi 23 23

2. Toyota 8 8

3. Mahindra 9 9

4. Not used any vehicle 34 34

5. Some Other vehicle 26 26

100 100

Inference :

34% of the customers previously not used any vehicle, 26% used some other vehicle,

23% used maruti, 9% used mahindra and 8% used Toyota.

CHART - 1

2. What made you to buy this vehicle. Maruti car

39

Maruthi Toyota Mahindra Not used any vehicle

Some Other ve-

hicle

0

5

10

15

20

25

30

35

40

23

8 9

34

26

Series1

Vehicle used before

No

. of

Res

po

nd

ents

TABLE – 2

S. No. Features No. of Respondents %

1. Model 23 23

2. Price 13 13

3. Quality 21 21

4. Brand Name 29 29

5. Other Benefits 14 14

100 100

Inference :

29% of the customer’s opted Tata vehicle basing on the brand name, 23% basing on the

model, 21% basing on the quality, 14% basing on other benefits and 13% basing on the price.

CHART – 2

40

Model Price Quality Brand Name

Other Benefits

0

5

10

15

20

25

30

35

23

13

21

29

14 Series1

buying Maruti car

No

. of

Res

po

nd

ents

3. Are you satisfied about the explanation about the benefit / features / warranty of the

vehicle and the financial schemes and the delivery procedure at the time of purchase

of Maruti car TABLE – 3

S. No. Features No. of Respondents %

1. Delighted 4 4

2. Very satisfied 27 27

3. Satisfied 45 45

4. Somewhat dissatisfied 12 12

5. Very dissatisfied - 0

6. No response 12 12

100 100

Inference : 45% of the customers are satisfied about the explanation about the benefits,

features, etc., at the time of purchase, 27% are very satisfied, 12% are somewhat dissatisfied, 4%

are delighted and 12% had not responded to the above question. CHART – 3

41

Delighted Very satis-fied

Satisfied Somewhat dissatisfied

Very dissat-isfied

No re-sponse

0

5

10

15

20

25

30

35

40

45

50

4

27

45

12

0

12

Series1

Maruti Satisfaction Level

No

. of

Re

sp

on

de

nts

4. How is the reception at the time of enquiry by the sales personnel for purchase of

Maruti car ?TABLE – 4

S. No. Features No. of Respondents %

1. Delighted 12 12

2. Very satisfied 30 30

3. Satisfied 42 42

4. Somewhat dissatisfied 4 4

5. Very dissatisfied - 0

6. No response 12 12

100 100

Inference : 42% of the customers are satisfied by the reception of the sales personnel at the time

of enquiry, 30% are very satisfied, 12% are delighted, 4% are somewhat dissatisfied and 12%

had not responded to the above question. CHART – 4

42

Delighted Very satisfied Satisfied Somewhat dissatisfied

Very dissatis-fied

No response 0

5

10

15

20

25

30

35

40

45

12

30

42

4

0

12

Series1

Maruti car Satisfaction Level

No

. of

Re

sp

on

de

nts

5. It is ease of obtaining appointment i.e., are you satisfied with the reception of the

service advisor for Maruti car . TABLE – 5

S. No. Features No. of Respondents %

1. Delighted 11 11

2. Very satisfied 50 50

3. Satisfied 30 30

4. Somewhat dissatisfied 9 9

5. Very dissatisfied - 0

100 100

Inference : 50% of the customers are very satisfied by the reception of the service advisor, 30%

are satisfied, 11% are delighted and 9% are somewhat dissatisfied. CHART – 5

43

Delighted Very satisfied Satisfied Somewhat dissatisfied

Very dissatis-fied

0

10

20

30

40

50

60

11

50

30

9

0

Series1

Maruti Satisfaction Level

No

. of

Res

po

nd

ents

6. Are you satisfied with the time taken to open the job card (work order) for Maruti

Car. TABLE – 6

S. No. Features No. of Respondents %

1. Delighted 23 23

2. Very satisfied 44 44

3. Satisfied 25 25

4. Somewhat dissatisfied 8 8

5. Very dissatisfied - 0

100 100

Inference : 44% of the customers are very satisfied by the time taken to open the job card,

25% are satisfied, 23% are delighted and 8% are somewhat dissatisfied. CHART – 6

44

Delighted Very satisfied Satisfied Somewhat dissatisfied

Very dissatis-fied

0

5

10

15

20

25

30

35

40

45

50

23

44

25

8

0

Series1

Maruti Satisfaction Level

No

. of

Res

po

nd

ents

7. How is the attitude of the service personnel ? TABLE – 7

S. No. Features No. of Respondents %

1. Delighted 11 11

2. Very satisfied 28 28

3. Satisfied 46 46

4. Somewhat dissatisfied 14 14

5. Very dissatisfied 1 1

100 100

Inference : 46% of the customers are satisfied by the attitude of the service personnel, 28% are

very satisfied, 14% are somewhat dissatisfied, 11% are delighted and 1% is very dissatisfied.

CHART – 7

45

Delighted Very satisfied Satisfied Somewhat dissatisfied

Very dissatis-fied

0

5

10

15

20

25

30

35

40

45

50

11

28

46

14

1

Series1

attitude of the service

No

. of

Res

po

nd

ents

8. Are you satisfied with the facilities of the service station like customer waiting room etc.,

TABLE – 8

S. No. Features No. of Respondents %

1. Delighted 8 8

2. Very satisfied 30 30

3. Satisfied 51 51

4. Somewhat dissatisfied 11 11

5. Very dissatisfied - 0

100 100

Inference : 51% of the customers are satisfied by the facilities of the service station, 30% are

very satisfied, 11% are somewhat dissatisfied and 8% are delighted. CHART – 8

46

Delighted Very satisfied Satisfied Somewhat dissatisfied

Very dissatis-fied

0

10

20

30

40

50

60

8

30

51

11

0

Series1

Service station like customer waiting room

No

. of

Res

po

nd

ents

9. Have you been informed about any other extra jobs required for your vehicle that you are unaware? TABLE – 9

S. No. Features No. of Respondents %

1. Yes 73 73

2. No 27 27

100 100

Inference : 73% of the customers say that they are being informed if any extra job is required

to their vehicle. Where as 27% of the customers are not informed about the extra job required for

their vehicle.

CHART – 9

47

73%

27%

Yes

No

10. Are the services being attended correctly to the relevant complaint ?

TABLE – 10

S. No. Features No. of Respondents %

1. Yes 85 85

2. No 15 15

100 100

Inference :

85% of the customer’s say that the service is being attended correctly to relevant

complaint. Where as 15% feel that the service is not attended correctly to relevant complaint.

CHART - 10

48

85%

15%

Yes

No

11. Are you satisfied with the solutions to all the problems reported by you ?

TABLE – 11

S. No. Features No. of Respondents %

1. Delighted 6 6

2. Very satisfied 40 40

3. Satisfied 34 34

4. Somewhat dissatisfied 16 16

5. Very dissatisfied 4 4

100 100

Inference : 40% of the customers are very satisfied with the solutions to all the problems

reported by them, 34% are satisfied, 16% are somewhat dissatisfied, 6% are delighted and 4%

are very dissatisfied. CHART – 11

49Delighted Very satisfied Satisfied Somewhat

dissatisfied Very dissatis-

fied

0

5

10

15

20

25

30

35

40

45

6

40

34

16

4

Series1

solutions to all the problems

No

. of

Res

po

nd

ents

12. Are you satisfied with the quality of washing ?

TABLE – 12

S. No. Features No. of Respondents %

1. Delighted 12 12

2. Very satisfied 53 53

3. Satisfied 27 27

4. Somewhat dissatisfied 7 7

5. Very dissatisfied 1 1

100 100

Inference : 53% of the customers are very satisfied with the quality of washing, 27% are

satisfied, 12% are delighted, 7% are somewhat dissatisfied and 1% is very dissatisfied.

CHART – 12

50

Delighted Very satisfied Satisfied Somewhat dissatisfied

Very dissatis-fied

0

10

20

30

40

50

60

12

53

27

7

1

Series1

washingSatisfaction Level

No

. of

Res

po

nd

ents

13. Are you satisfied with the delivery made i.e., is the delivery made in time as per the conditions desired by you from service station. TABLE – 13

S. No. Features No. of Respondents %

1. Delighted 10 10

2. Very satisfied 33 33

3. Satisfied 34 34

4. Somewhat dissatisfied 19 19

5. Very dissatisfied 4 4

100 100

Inference : 34% of the customers are satisfied with the delivery made from the service

station, 33% are very satisfied, 19% are somewhat dissatisfied, 10% are delighted and 9% are

very dissatisfied. CHART – 13

51

Delighted Very satis-fied

Satisfied Somewhat dissatisfied

Very dissat-isfied

0

5

10

15

20

25

30

35

40

10

33 34

19

4

Series1

time frame Satisfaction Level

No

. of

Res

po

nd

ents

14. Are you satisfied with the explanation of job done and bill at the time of delivery.

TABLE – 14

S. No. Features No. of Respondents %

1. Delighted 10 10

2. Very satisfied 41 41

3. Satisfied 37 37

4. Somewhat dissatisfied 12 12

5. Very dissatisfied - 0

100 100

Inference : 41% of the customers are very satisfied with the explanation of job done and bill

at the time of delivery, 37% are satisfied, 12% are somewhat dissatisfied and 10% are delighted.

CHART – 14

52

Delighted Very satisfied Satisfied Somewhat dissatisfied

Very dissatis-fied

0

5

10

15

20

25

30

35

40

45

10

41

37

12

0

Series1

explanation of job done -Satisfaction Level

No

. of

Res

po

nd

ents

15. Is the general appearance of the workshop satisfactory ?

TABLE – 15

S. No. Features No. of Respondents %

1. Delighted 8 8

2. Very satisfied 40 40

3. Satisfied 46 46

4. Somewhat dissatisfied 4 4

5. Very dissatisfied 2 2

100 100

Inference : 46% of the customers are satisfied with the general appearance of the workshop,

40% are very satisfied, 8% are delighted, 4% are somewhat dissatisfied and 2% are very

dissatisfied. CHART – 15

53

Delighted Very satisfied Satisfied Somewhat dissatisfied

Very dissatis-fied

0

5

10

15

20

25

30

35

40

45

50

8

40

46

42

Series1

appearance of the workshop satisfactory

No

. of

Res

po

nd

ents

16. Do you feel the labour and spare part charge reasonable. TABLE – 16

S. No. Features No. of Respondents %

1. Delighted 3 3

2. Very satisfied 7 7

3. Satisfied 42 42

4. Somewhat dissatisfied 42 42

5. Very dissatisfied 6 6

100 100

Inference : 42% of the customers are satisfied by the labour and spare parts charge, 42% are

somewhat dissatisfied, 7% are very satisfied, 6% are very dissatisfied and 3% are delighted.

CHART – 16

54

Delighted Very satisfied Satisfied Somewhat dissatisfied

Very dissatis-fied

0

5

10

15

20

25

30

35

40

45

3

7

42 42

6

Series1

labour and spare part charge reasonable. Satisfaction Level

No

. of

Res

po

nd

ents

17. Are your receiving our service reminders regularly ? TABLE – 17

S. No. Features No. of Respondents %

1. Yes 56 56

2. No 44 44

100 100

Inference :

56% of the customers are receiving the service remainders regularly. Whereas 44% of the

customers are not receiving the service remainders regularly.

CHART - 17

55

56%

44% Yes

No

18. Have you been informed about the next service schedule ? TABLE – 18

S. No. Features No. of Respondents %

1. Yes 60 60

2. No 40 40

100 100

Inference :

60% of the customers have been informed about the next service schedule. Where as 40%

of the customers are not informed about the next service schedule.

CHART – 18

56

60%

40%

Yes

No

19. Are you satisfied with the overall performance of the workshop. TABLE – 19

S. No. Features No. of Respondents %

1. Delighted 4 4

2. Very satisfied 42 42

3. Satisfied 46 46

4. Somewhat dissatisfied 7 7

5. Very dissatisfied 1 1

100 100

Inference : 46% of the customers are satisfied with the overall performance of the workshop,

42% are very satisfied, 7% are somewhat dissatisfied, 4% are delighted and 1% is very

dissatisfied.CHART – 19

57

Delighted Very satisfied Satisfied Somewhat dissatisfied

Very dissatis-fied

0

5

10

15

20

25

30

35

40

45

50

4

42

46

7

1

Series1

overall performance of the workshop -Satisfaction Level

No

. of

Res

po

nd

ents

FINDINGS

34% of the customer previously not used any vehicle, 26% used some other vehicle, 23%

used maruthi, 9% used mahindra and 8% used Toyota.

29% of the customer opted Maruti vehicel basing on the brand name, 23% basing on the

model, 21% basing on the quality, 14% basing on other benefits and 13% basing on the price.

45% of the customers are satisfied about the explanation about the benefits, features, etc., at

the time of purchase, 27% are very satisfied, 12% very satisfied, 12% are somewhat

dissatisfied, 4% are delighted and 12% had not responded to the above question.

42% of the customers are satisfied by the reception of the sales personnel at the time of

enquiry, 30% are very satisfied, 12% are delighted, 4% are somewhat dissatisfied and 12%

had not responded to the above question.

50% of the customers are very satisfied by the reception of the service advisor, 30% are

satisfied, 11% are delighted and 9% are somewhat dissatisfied.

44% of the customers are very satisfied by the time taken to open job card, 25% are satisfied,

23% are delighted and 8% are somewhat dissatisfied.

46% of he customers are satisfied by the attitude of the service personnel, 28% are very

satisfied, 140% are somewhat dissatisfied, 11% are delighted and 1% very dissatisfied.

51% of the customers are satisfied by the facilities of the service station, 30% are very

satisfied, 11% are somewhat dissatisfied and 8% are delighted.

58

73% of the customers say that they are being informed if any extra job is required to their

vehicle. Where as 27% of the customers are not informed about the extra job required for

their vehicle.

85% of the customer’s say that the service is being attended correctly to relevant complaint.

Where as 15% feel that the service is not attended correctly to relevant complaint.

40% of the customers are very satisfied with the solutions to all the problems reported by

them, 34% are satisfied, 16% are somewhat dissatisfied, 6% are delighted and 4% are very

dissatisfied.

53% of the customers are very satisfied with the quality of washing, 27% are satisfied, 12%

are delighted, 7% are somewhat dissatisfied and 1% is very dissatisfied.

34% of the customers are satisfied with the delivery made from the service station, 33% are

very satisfied. 19% are somewhat dissatisfied, 10% are delighted and 9% are very

dissatisfied 41% of the customers are very satisfied with the explanation of job done and bill

at the time of delivery, 37% are satisfied, 12% are somewhat dissatisfied and 10% are

delighted.

46% of the customers are satisfied with the general appearance of the workshop, 40% are

very satisfied, 8% are delighted, 4% are somewhat dissatisfied and 2% are very dissatisfied.

42% of the customers are satisfied by the labour and spare parts charge, 42% are somewhat

dissatisfied, 7% are very satisfied, 6% are very dissatisfied and 3% are delighted.

56% of the customers are receiving the service remainders regularly, where as 44% of the

customers are not receiving the service remainders regularly.

60% of the customers have been informed about the next service schedule where as 40% of

the customers are not informed about the next service schedule.

59

46% of the customers are satisfied with the overall performance of the workshop 42% are

very satisfied, 7% are somewhat dissatisfied, 4% are delighted and 1% is very dissatisfied.

SUGGESTIONS

Prompt delivery of the vehicle should be made.

Top priority must be given to taxes and long distance vehicles then local vehicles.

Facilities like A/C. News papers, Drinking water and weeklies must be provided and they

must be up to the standards in customer waiting room.

Maruti Udyog service station Muland must advertise it self about its service station by having

boarding mainly at sales point and at customer waiting room.

A separate phone must be made available to deal with customers to inform them whether the

service station is ready to accept their Vehicles for service

The organization must appoint persons to deal with the customers in phone and to explain the

customers about the job done at the time of delivery.

Shelter must be their while going through job card.

The organization must instruct the workers not only to considers the job card they must also

go through the vehicle and if they find and things extra jobs to be done them they must

inform the owner and they must entire it in job card and then go through the work.

Labour charges should be decreased

Service reminders should be sent regularly

Billing should be made faster.

60

61

CONCLUSION

The overall performance of the services in the workshop is satisfactory to many of the

customers. Nothing in the world can be perfect. Some faults are seen in the services though not

major ones but some of the problems may give side effect and make cause more trouble in the

future. So the problems need to be identified and solved immediately. Some of the main things

are as follows.

Prompt delivery should be made.

Charges are high and need to be decreased.

The efficiency of workers is to be increased.

Check list should be maintained so that any other extra jobs that the customers

are unaware can be solved.

If the problems identified are solved effectively, then the customer satisfaction level

increases on the organization.

62

Maruti Udyog Service station Muland

CUSTOMER FEED BACK

Dear sir/Madam

Mr Vishal R. U. doing my of college Symbiosis of Distance Learning My

project title is study on Customer satisfaction towords Maruti services services for Maruti cars

SERVICE with reference to Maruti Udyog service station muland. I would be greatly oblige if

you can spare your most valuable time to answer the following questions, which my urge in

bringing out this project .

Name of the customer :

Place :

Ph :

E-Mail :

Vehicle Model :

Vehicle Number :

Address :

63

QUESTIONNARIES:

1. The Vehicle that you previously used [ ]

a) Maruti b) Toyota c) Machindra

d) Not used any vehicle e) Some other vehicle

2. What made you to buy this vehicle ( Maruti) [ ]

a) Model b) Price c) Quality

d) Brand name e) Other benefits

3. Are you satisfied about the explanation about the benefits / features/ warranty of the

vehicle and the financial schemes and the delivery procedure at the time of purchase.

a) Delighted b) Very satisfied c) Satisfied

d) Some what dissatisfied e) Very dissatisfied

64

4. How is the reception at the time of enquiry by the sales personal [ ]

a) Delighted b) Very satisfied c) Satisfied

d) Some what dissatisfied e) Very dissatisfied

5. Is it ease of obtaining appointment i.e., are you satisfied with the reception of the service

advisor. [ ]

a) Delighted b) Very satisfied c) Satisfied

d) Some what dissatisfied e) Very dissatisfied

6. Are you satisfied with the time taken to open the job card (work order) 7.

[ ]a) Delighted b) Very satisfied c) Satisfied

d) Some what dissatisfied e) Very dissatisfied

7. How is the attitude of the service personnel [ ]

a) Delighted b) Very satisfied c) Satisfied

d) Some what dissatisfied e) Very dissatisfied

65

8. Are you satisfied with the facilities of the service station like customer waiting room etc.,

[ ]

a) Delighted b) Very satisfied c) Satisfied

d) Some what dissatisfied e) Very dissatisfied

9 Are the services being attended correctly to the relevant complaint [ ]

a) Delighted b) No

10. Are you satisfied with the quality of washing [ ]

a) Delighted b) Very satisfied c) Satisfied

d) Some what dissatisfied e) Very dissatisfied

11. Are you satisfied with the delivery made i.e., Is the delivery made in times as per the

conditions desired by you from service station.[ ]

a) Delighted b) Very satisfied c) Satisfied

d) Some what dissatisfied e) Very dissatisfied

66

12. Are you satisfied with the explanation if job done and bill at the time of delivery

a) Delighted b) Very satisfied c) satisfied

d) Some what dissatisfied e) Very dissatisfied

13. Do you feel labour and spare parts charge reasonable [ ]

a) Delighted b) Very satisfied c) Satisfied

d) Some what dissatisfied e) Very dissatisfied

14. Are you receiving our service reminders regularly [ ]

a) Yes b) No

15. Are you satisfied with the overall performance of the workshop[ ]

a) Delighted b) Very satisfied c) Satisfied

d) Some what dissatisfied e) Very dissatisfied

67

Sir, I heartfully thank you for sparing your valuable time for me

Place :

Date : Signature.

68