Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
CERTIFICATE
This is to certify that Arvind yadav student of second
semester, Master of Business administration (MBA) in
the year
2008 - 2010
has completed the
project
report work entitled “Automobile” based on syllabus
and has submitted a satisfactory account of his work in
this report.
Lecturer
MISS. RUCHI TIWARI
Mditm,indore
Mathura Devi Institute Of Technology & Management
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Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
ACKNOWLEDGEMENT
The research on “Automobile & Customer Satisfaction
Survey of Maruti Udyog Ltd.” has been given to me as part of
the curriculum in the completion of 2-Years Master of business
Administration.
I have tried my best to present this information as clearly as
possible using basic terms that I hope will be comprehended by
the widest spectrum of researchers, analysts and students for
further studies.
I have completed this project under the able guidance and
supervision of Miss Ruchi Tiwari and my project guide. I will
be failed in my duty if I do not acknowledge the esteemed
scholarly guidance, assistance and knowledge I have received
from them towards fruitful and timely completion of this work.
Mere acknowledgement may not redeem the debt I owe to
my parents for their direct/indirect support during the
entire course of this project.
We also thanks Rukmani moter’s
who believed in us and by providing ALL valuable information and data
that helped us in understanding the problem areas of their organization
and hence developing the application as per their requirements.
I also thankful to my friend sourabh sohani & anshul joshi who
helped me a lot in the completion of this project.
FromARVIND YADAV
Mathura Devi Institute Of Technology & Management
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Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
PREFACE
If we can compare marketing to a long train with a multiple
compartment then every bogies represent different aspect of
marketing. Marketing strategy formulation depends upon the
every aspect of related terms and marketing research plays
vital roles to connect each compartment to form a cohesive
functional unit.
The automotive industry is at the center of India’s new global
dynamic. It plays major roles in retaining manufacturing
industry growth over 12.5% per annum
The motivation behind the project was to gain clear
understanding about marketing research. Through this project I
have tried to understand the complexities involved in gathering
of data for drawing inferences .The final objective is to produce
a result that is accurate, useful, and free from bias and helps in
the successful completion of my Master of business
Administration course. The project has been presented in a
simple format
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INDEX
1. Executive Summary
2. Introduction to the Automobile Industry
3. History of Maruti
4. Research Methodology
5. Questionnaire Analysis
6. Conclusion & Suggestions
7. Bibliography
8.
Questionnaire
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Executive Summary
It was in 1970 that Sanjay Gandhi envisioned the manufacture of maruti which
is known popularly as the people’s car it is maruti which is known to give
wheels to the nation. The first car of mauti was rolled out on Dec. 14, 1983 after
s collaboration with Suzuki motors.
Satisfaction is a person’s feeling of pleasure or disappointment resulting from a
comparing perceived performance in relation to his or her expectation. If the
performance falls short of expectation, the consumer is dissatisfied. If the
performance matches the expectations, he consumer is satisfied. If the
performance exceeds expectation, the customer is highly
satisfied or delighted.
In today’s competitive scenario firms consistently tries to satisfy his existing
customer to get more customers in every regards. To meet the desired
expectation of customers companies has to look around all aspects of products
services and of course market condition, otherwise they may be out of the race.
Automobile industry has the same competitiveness and every firm in the
industry is consistently working for enhancing their product and services.
The study widely concentrates on the level of satisfaction amongst
customers for which I did Exploratory Research to check the
satisfaction level amongst the customers of Maruti as the popular
punchline also says “Count On Us.”
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Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
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AUTOMOBILE
INTRODUCTION
Ferdinand Verbiest, a member of a Jesuit mission in China, built the first
steam-powered vehicle around 1672 which was of small scale and designed as
a toy for the Chinese Emperor that was unable to carry a driver or a passenger,
but quite possibly, was the first working steam-powered vehicle ('automobile').[6][7]
Although Nicolas-Joseph Cugnot is often credited with building the first selfpropelled mechanical vehicle or automobile in about 1769 by adapting an
existing horse-drawn vehicle, this claim is disputed by some[citation needed], who
doubt Cugnot's three-wheeler ever ran or was stable. What is not in doubt is
that Richard Trevithick built and demonstrated his Puffing Devil road
locomotive in 1801, believed by many to be the first demonstration of a steampowered road vehicle although it was unable to maintain sufficient steam
pressure for long periods, and would have been of little practical use.
In Russia, in the 1780s, Ivan Kulibin developed a human-pedalled, threewheeled carriage with modern features such as a flywheel, brake, gear box,
and bearings; however, it was not developed further.[8]
François Isaac de Rivaz, a Swiss inventor, designed the first internal
combustion engine, in 1806, which was fueled by a mixture
of hydrogenand oxygen and used it to develop the world's first vehicle, albeit
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rudimentary, to be powered by such an engine. The design was not very
successful, as was the case with others such as Samuel Brown, Samuel
Morey, and Etienne Lenoir with his hippomobile, who each produced vehicles
(usually adapted carriages or carts) powered by clumsy internal combustion
engines.[9]
In November 1881 French inventor Gustave Trouvé demonstrated a working
three-wheeled automobile that was powered by electricity. This was at the
International Exhibition of Electricity in Paris.[10]
Although several other German engineers (including Gottlieb Daimler, Wilhelm
Maybach, and Siegfried Marcus) were working on the problem at about the
same time, Karl Benz generally is acknowledged as the inventor of the modern
automobile.[9]
An automobile powered by his own four-stroke cycle gasoline engine was built
in Mannheim, Germany by Karl Benz in 1885 and granted apatent in January of
the following year under the auspices of his major company, Benz & Cie.,
which was founded in 1883. It was an integraldesign, without the adaptation of
other existing components and including several new technological elements
to create a new concept. This is what made it worthy of a patent. He began to
sell his production vehicles in 1888.
Karl Benz
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A photograph of the originalBenz Patent Motorwagen, first built in 1885 and
awarded the patent for the concept
In 1879 Benz was granted a patent for his first engine, which had been
designed in 1878. Many of his other inventions made the use of the internal
combustion engine feasible for powering a vehicle.
His first Motorwagen was built in 1885 and he was awarded the patent for its
invention as of his application on January 29, 1886. Benz began promotion of
the vehicle on July 3, 1886 and approximately 25 Benz vehicles were sold
between 1888 and 1893, when his first four-wheeler was introduced along with
a model intended for affordability. They also were powered with four-stroke
engines of his own design. Emile Roger of France, already producing Benz
engines under license, now added the Benz automobile to his line of products.
Because France was more open to the early automobiles, initially more were
built and sold in France through Roger than Benz sold in Germany.
In 1896, Benz designed and patented the first internal-combustion flat engine,
called a boxermotor in German. During the last years of the nineteenth
century, Benz was the largest automobile company in the world with 572 units
produced in 1899 and because of its size, Benz & Cie., became a joint-stock
company.
Daimler and Maybach founded Daimler Motoren Gesellschaft (Daimler Motor
Company, DMG) in Cannstatt in 1890 and under the brand name,Daimler, sold
their first automobile in 1892, which was a horse-drawn stagecoach built by
another manufacturer, that they retrofitted with an engine of their design. By
1895 about 30 vehicles had been built by Daimler and Maybach, either at the
Daimler works or in the Hotel Hermann, where they set up shop after falling
out with their backers. Benz and the Maybach and Daimler team seem to have
been unaware of each other's early work. They never worked together because
by the time of the merger of the two companies, Daimler and Maybach were no
longer part of DMG.
Daimler died in 1900 and later that year, Maybach designed an engine
named Daimler-Mercedes, that was placed in a specially-ordered model built to
specifications set by Emil Jellinek. This was a production of a small number of
vehicles for Jellinek to race and market in his country. Two years later, in 1902,
a new model DMG automobile was produced and the model was named
Mercedes after the Maybach engine which generated 35 hp. Maybach quit DMG
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shortly
thereafter
and
opened
a
business
of
his
own.
Rights
to
the Daimler brand name were sold to other manufacturers.
Karl Benz proposed co-operation between DMG and Benz & Cie. when
economic conditions began to deteriorate in Germany following the First
World War, but the directors of DMG refused to consider it initially.
Negotiations between the two companies resumed several years later when
these conditions worsened and, in 1924 they signed an Agreement of Mutual
Interest, valid until the year 2000. Both enterprises standardized design,
production, purchasing, and sales and they advertised or marketed their
automobile models jointly—although keeping their respective brands.
On June 28, 1926, Benz & Cie. and DMG finally merged as the DaimlerBenz company, baptizing all of its automobiles Mercedes Benz as a brand
honoring the most important model of the DMG automobiles, the Maybach
design later referred to as the 1902 Mercedes-35hp, along with the Benz name.
Karl Benz remained a member of the board of directors of Daimler-Benz until
his death in 1929 and at times, his two sons participated in the management of
the company as well.
In 1890, Emile Levassor and Armand Peugeot of France began producing
vehicles with Daimler engines and so laid the foundation of the automobile
industry in France.
The first design for an American automobile with a gasoline internal
combustion engine was drawn in 1877 by George Selden of Rochester, New
York, who applied for a patent for an automobile in 1879, but the patent
application expired because the vehicle was never built. After a delay of
sixteen years and a series of attachments to his application, on November 5,
1895, Selden was granted a United States patent (U.S. Patent 549,160) for
a two-stroke automobile engine, which hindered, more than encouraged,
development of automobiles in the United States. His patent was challenged
by Henry Ford and others, and overturned in 1911.
In Britain there had been several attempts to build steam cars with varying
degrees of success with Thomas Rickett even attempting a production run in
1860.[11] Santler from Malvern is recognized by the Veteran Car Club of Great
Britain as having made the first petrol-powered car in the country in
1894[12] followed by Frederick William Lanchester in 1895 but these were both
one-offs.[12] The first production vehicles in Great Britain came from
the Daimler Motor Company, a company founded by Harry J. Lawson in 1896
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after purchasing the right to use the name of the engines. Lawson's company
made its first automobiles in 1897 and they bore the name Daimler.[12]
In 1892, German engineer Rudolf Diesel was granted a patent for a "New
Rational Combustion Engine". In 1897 he built the first Diesel Engine.[9] Steam, electric-, and gasoline-powered vehicles competed for decades, with gasoline
internal combustion engines achieving dominance in the 1910s.
Although various pistonless rotary engine designs have attempted to compete
with the conventional piston and crankshaft design, only Mazda's version of
the Wankel engine has had more than very limited success.
Production
Ransom E. Olds.
The large-scale, production-line manufacturing of affordable automobiles was
debuted by Ransom Olds at his Oldsmobile factory in 1902. This concept was
greatly expanded by Henry Ford, beginning in 1914.
As a result, Ford's cars came off the line in fifteen minute intervals, much
faster than previous methods, increasing productivity eight fold (requiring 12.5
man-hours before, 1 hour 33 minutes after), while using less manpower. [13] It
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was so successful, paint became a bottleneck. Only Japan black would dry
fast enough, forcing the company to drop the variety of colors available before
1914, until fast-drying Duco lacquer was developed in 1926. This is the source
of Ford's apocryphal remark, "any color as long as it's black".[13] In 1914, an
assembly line worker could buy a Model T with four months' pay. [13]
Portrait of Henry Ford (ca. 1919)
Ford's complex safety procedures—especially assigning each worker to a
specific location instead of allowing them to roam about—dramatically
reduced the rate of injury. The combination of high wages and high efficiency
is called "Fordism," and was copied by most major industries. The efficiency
gains from the assembly line also coincided with the economic rise of the
United States. The assembly line forced workers to work at a certain pace with
very repetitive motions which led to more output per worker while other
countries were using less productive methods.
In the automotive industry, its success was dominating, and quickly spread
worldwide seeing the founding of Ford France and Ford Britain in 1911, Ford
Denmark 1923, Ford Germany 1925; in 1921, Citroen was the first native
European manufacturer to adopt the production method. Soon, companies had
to have assembly lines, or risk going broke; by 1930, 250 companies which did
not, had disappeared.[13]
Development of automotive technology was rapid, due in part to the hundreds
of small manufacturers competing to gain the world's attention. Key
developments included electric ignition and the electric self-starter (both
by Charles Kettering, for the Cadillac Motor Company in 1910-1911),
independent suspension, and four-wheel brakes.
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Ford Model T, 1927, regarded as the first affordable American automobile
Since the 1920s, nearly all cars have been mass-produced to meet market
needs, so marketing plans often have heavily influenced automobile design. It
was Alfred P. Sloan who established the idea of different makes of cars
produced by one company, so buyers could "move up" as their fortunes
improved.
Reflecting the rapid pace of change, makes shared parts with one another so
larger production volume resulted in lower costs for each price range. For
example, in the 1930s, LaSalles, sold by Cadillac, used cheaper mechanical
parts made by Oldsmobile; in the 1950s, Chevrolet shared hood, doors, roof,
and windows with Pontiac; by the 1990s, corporate drivetrains and
shared platforms (with interchangeablebrakes, suspension, and other parts)
were common. Even so, only major makers could afford high costs, and even
companies
with
decades
of
production,
such
as Apperson, Cole, Dorris, Haynes, or Premier, could not manage: of some two
hundred American car makers in existence in 1920, only 43 survived in 1930,
and with the Great Depression, by 1940, only 17 of those were left.[13]
In Europe much the same would happen. Morris set up its production line
at Cowley in 1924, and soon outsold Ford, while beginning in 1923 to follow
Ford's
practise
of vertical
integration,
buying Hotchkiss(engines), Wrigley (gearboxes), and Osberton (radiators), for
instance, as well as competitors, such as Wolseley: in 1925, Morris had 41% of
total British car production. Most British small-car assemblers,
from Abbey to Xtra had gone under. Citroen did the same in France, coming to
cars in 1919; between them and other cheap cars in reply such
as Renault's 10CV and Peugeot's 5CV, they produced 550,000 cars in 1925,
and Mors, Hurtu, and others could not compete.[13] Germany's first massmanufactured car, the Opel 4PS Laubfrosch (Tree Frog), came off the line
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at Russelsheim in 1924, soon making Opel the top car builder in Germany, with
37.5% of the market.[13]
See also: Automotive industry
Fuel and propulsion technologies
A Radio Taxi in New Delhi. A court order requires all commercial vehicles
including trucks, buses and taxis in India to run on Compressed Natural Gas
See also: Alternative fuel vehicle
Most automobiles in use today are propelled by gasoline (also known as
petrol) or diesel internal combustion engines, which are known to cause air
pollution and are also blamed for contributing to climate change and global
warming.[14] Increasing
costs
of
oil-based
fuels,
tightening
environmental laws and restrictions on greenhouse gas emissions are
propelling work on alternative power systems for automobiles. Efforts to
improve or replace existing technologies include the development of hybrid
vehicles, and electricand hydrogen vehicles which do not release pollution
into the air.
Petroleum fuels
Main article: Petroleum fuel engine
Diesel
Main article: Diesel engine
Diesel-engined cars have long been popular in Europe with the first models
being introduced as early as 1922 [15] by Peugeot and the first production
car, Mercedes-Benz 260 D in 1936 by Mercedes-Benz. The main benefit of
diesel engines is a 50% fuel burn efficiency compared with 27%[16] in the best
gasoline engines. A down-side of the Diesel engine is that better filters are
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required to reduce the presence in the exhaust gases of fine soot particulates
called diesel particulate matter. Manufacturers are now starting to
fit[when?] diesel particulate filters to remove the soot. Many diesel-powered cars
can run with little or no modifications on 100% biodiesel and combinations of
other organic oils.
Gasoline
Main article: Petrol engine
2007 Mark II (BMW) Mini Cooper
Gasoline engines have the advantage over diesel in being lighter and able to
work at higher rotational speeds and they are the usual choice for fitting in
high-performance sports cars. Continuous development of gasoline engines
for over a hundred years has produced improvements in efficiency and
reduced pollution. The carburetor was used on nearly all road car engines until
the 1980s but it was long realised better control of the fuel/air mixture could be
achieved with fuel injection. Indirect fuel injection was first used in aircraft
engines from 1909, in racing car engines from the 1930s, and road cars from
the late 1950s.[16]Gasoline Direct Injection (GDI) is now starting to appear in
production vehicles such as the 2007 (Mark II)BMW Mini. Exhaust gases are
also cleaned up by fitting a catalytic converter into the exhaust system. Clean
air legislation in many of the car industries most important markets has made
both catalysts and fuel injection virtually universal fittings. Most modern
gasoline engines also are capable of running with up to 15% ethanol mixed
into the gasoline - older vehicles may have seals and hoses that can be
harmed by ethanol. With a small amount of redesign, gasoline-powered
vehicles can run on ethanol concentrations as high as 85%. 100% ethanol is
used in some parts of the world (such as Brazil), but vehicles must be started
on pure gasoline and switched over to ethanol once the engine is running.
Most gasoline engined cars can also run on LPG with the addition of an LPG
tank for fuel storage and carburettor modifications to add an LPG mixer. LPG
produces fewer toxic emissions and is a popular fuel for fork-lift trucks that
have to operate inside buildings.
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The hydrogen powered FCHV (Fuel Cell Hybrid Vehicle) was developed
by Toyota in 2005
Biofuels
Main articles: Biofuel, Ethanol fuel, and biogasoline
Ethanol, other alcohol fuels (biobutanol) and biogasoline have widespread use
an automotive fuel. Most alcohols have less energy per liter than gasoline and
are usually blended with gasoline. Alcohols are used for a variety of reasons to increase octane, to improve emissions, and as an alternative to petroleum
based fuel, since they can be made from agricultural crops. Brazil's ethanol
program provides about 20% of the nation's automotive fuel needs, as a result
of the mandatory use of E25 blend of gasoline throughout the country, 3
million cars that operate on pure ethanol, and 6 million dual or flexible-fuel
vehicles sold since 2003.[17] that run on any mix of ethanol and gasoline. The
commercial success of "flex" vehicles, as they are popularly known, have
allowed sugarcane based ethanol fuel to achieve a 50% market share of the
gasoline market by April 2008.[18][19][20]
Electric
Main articles: Electric car, Hybrid vehicle, and Plug-in hybrid
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The Henney Kilowatt, the first modern (transistor-controlled) electric car.
2007 Tesla electric powered Roadster
Tata/MDI OneCAT Air Car
A CNG powered high-floorNeoplan AN440A, run onCompressed Natural Gas
The first electric cars were built around 1832, well before internal combustion
powered cars appeared.[21]For a period of time electrics were considered
superior due to the silent nature of electric motors compared to the very loud
noise of the gasoline engine. This advantage was removed with Hiram Percy
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Maxim's invention of the muffler in 1897. Thereafter internal combustion
powered cars had two critical advantages: 1) long range and 2) high specific
energy (far lower weight of petrol fuel versus weight of batteries). The building
of battery electric vehicles that could rival internal combustion models had to
wait for the introduction of modern semiconductor controls and improved
batteries. Because they can deliver a high torque at low revolutions electric
cars do not require such a complex drive train and transmission as internal
combustion powered cars. Some post-2000 electric car designs such as
the Venturi Fétish are able to accelerate from 0-60 mph (96 km/h) in
4.0 seconds with a top speed around 130 mph (210 km/h). Others have a range
of 250 miles (400 km) on the United States Environmental Protection
Agency (EPA) highway cycle requiring 3-1/2 hours to completely
charge.[22] Equivalent fuel efficiency to internal combustion is not well defined
but
some
press
reports
give
it
at
around
135 miles per US gallon (1.74 L/100 km; 162 mpg-imp).
Steam
Main article: steam car
Steam power, usually using an oil- or gas-heated boiler, was also in use until
the 1930s but had the major disadvantage of being unable to power the car
until boiler pressure was available (although the newer models could achieve
this in well under a minute). It has the advantage of being able to produce very
low emissions as the combustion process can be carefully controlled. Its
disadvantages include poor heat efficiency and extensive requirements for
electric auxiliaries.[23].
Air
Main article: Compressed-air car
A compressed air car is an alternative fuel car that uses a motor powered
by compressed air. The car can be powered solely by air, or by air combined
(as in a hybrid electric vehicle) with gasoline/diesel/ethanol or electric plant
and regenerative braking. Instead of mixing fuel with air and burning it to drive
pistons with hot expanding gases; compressed air cars use the expansion of
compressed air to drive their pistons. Several prototypes are available already
and scheduled for worldwide sale by the end of 2008, though this has not
happened as of January 2009. Companies releasing this type of car
include Tata Motors and Motor Development International (MDI).
Gas turbine
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In the 1950s there was a brief interest in using gas turbine engines and several
makers including Rover andChrysler produced prototypes. In spite of the
power units being very compact, high fuel consumption, severe delay in
throttle response, and lack of engine braking meant no cars reached
production.
Rotary (Wankel) engines
Rotary Wankel engines were introduced into road cars by NSU with the Ro
80 and later were seen in theCitroën GS Birotor and several Mazda models. In
spite of their impressive smoothness, poor reliability and fuel economy led to
them largely disappearing. Mazda, beginning with the R100 then RX-2, has
continued research on these engines, overcoming most of the earlier
problems with the RX-7 and RX-8.
Rocket and jet cars
A rocket car holds the record in drag racing. However, the fastest of those cars
are used to set the Land Speed Record, and are propelled by propulsive jets
emitted
from rocket, turbojet,
or
more
recently
and
most
successfully turbofan engines. The ThrustSSC car using two Rolls-Royce
Spey turbofans with reheat was able to exceed the speed of sound at ground
level in 1997.
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History of car
With the invention of the wheel in 4000 BC, man’s journey on the road of
mechanized transport had begun. Since then he continually sought to devise an
automated, labor saving machine to replace the horse. Innumerable attempts reached
conclusion in the early 1760s with the building of the first steam driven tractor by a
French Captain, Nicolas Jacob Cugnot.
It was however left to Karl Benz and Gottlieb Damlier to produce the first vehicles
powered by the internal combustion engine in 1885. It was then that the petrol engine
was introduced, which made the car a practical and safe proposition. The cars in this
period were more like the cars on our roads today. With cars came the era of speed.
The first ever land-speed record was established about a 100 years back, in 1898.
Count Gaston de Chasseloup-Laubat of France drove an electric car (in Acheres near
Paris) at a speed of 39.24 miles per hour. This flagged off the era of ‘wheels racing’,
which lasted till 1964, after which jet and rocket -propelled vehicles were allowed.
Then onwards, it has been one big journey...on the roads.
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India is an emerging country with huge potential. The domestic economy is
now growing at around 9-10% per annum and India’s importance in global
terms is being reinforced by rapidly rising exports and domestic consumption.
At a time when numbers of a slowdown and overheating in the Indian
economy have started gaining momentum, the Indian rupee sprang a
surprise by pushing the GDP figure past the trillion-dollar (42,00,000 crore)
mark.
The automotive industry is at the center of India’s new global dynamic. The
domestic market expanding rapidly as incomes rise and consumer credit
becomes more widely available. Manufacturer’s product lines are being
continually expanded, as is the local automotive manufacturing base.
Expectation are high that India can develop as a global hub for vehicle
manufacturers and as an outsourcing center that offers the global
automotive industry solution high up the automotive value chain.
India eyes 25 million automotive jobs.
India's GDP is set to double over the next decade
In percentage terms, the automotive industry's contribution should
also double.
In dollar terms, the sector's contribution is set to quadruple to some
$145bn
The automobile industry in India accounts for a business volume of $45 billion
and has the potential to grow much faster both through Indian as well as
international manufacturers who have established huge facilities in the
country
With the world’s second largest and fastest-growing population, there is no
denying India’s potential in both economic and population terms and the
effect it will have on the auto industry in the years to come. The country is
already off to a good start, with a well-developed components industry
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and a production level of 1 million four-wheeled vehicles a year, plus a
further 5 million two- and three-wheelers.
The implications, market drivers and scope of a future massive Indian vehicle
market are covered in the India Strategic Market Profile, a brand-new
forecast of Indian automotive and related activity to 2020. Based on Max
Pemberton's unique relational long-term forecasting model, it forecasts car
and CV sales, demographics, materials usage, auto industry employment,
and explains their inter- year of healthy growth in auto industry.
INDUSTRY GROWTH
Automobile Production Trends
(Number of
Vehicles)
2007-08 2008-09
Category
2002-03 2003-04 2004-05 2005-06 2006-07
Passenger
723,330 989,560 1,209,876 1,309,300 1,545,223 1,777,583 1,838,697
Vehicles
Commercial
203,697 275,040 353,703 391,083 519,982 549,006
417,126
Vehicles
Three Wheelers 276,719 356,223 374,445 434,423 556,126 500,660
501,030
Two Wheelers 5,076,221 5,622,741 6,529,829 7,608,697 8,466,666 8,026,681 8,418,626
Grand Total
6,279,967 7,243,564 8,467,853 9,743,503 11,087,997 10,853,930 11,175,479
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Future of the Automobile in the Economy
US based consultancy, keystone predicts that India will become world’s third
largest automobile market by 2030. Overall size expected to exceed 20
million with compounded annual growth rate of over 12%.
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India Then & Now
1983
Number of brands 2
Number of models 2
2008
Number of brands 30
Number of models 70
Some of the Car companies in India:
Maruti Suzuki
Fiat
General motors (Opel, Chevrolet)
Ford
Hindustan motors, Mitsubishi
Honda
Hyundai
Baja tempo
Marinara
Maine elect.
Mercedes Benz
Nissan
San engineering
Soda
Toyota
Top three manufacturers:
Maruti Suzuki
Tate motors
Hyundai
Car segmentation: This is done on the basis of size and price of the car
A segment: maruti800, omni
B segment: Zen, wagon-r, alto, Santo, polio, indicia
C segment: esteem, accent, indigo, icon, Honda city, civic
D-segment: opera, Octavia, sonata, monde, accord, corolla, Camry,
Mercedes
Mathura Devi Institute Of Technology & Management Page 24
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
CHRONOLOGICAL ORDER OF AUTOMOBILE

1897 First Person to own a car in India - Mr Foster of M/s Crompton Greaves
Company, Mumbai

1901 First Indian to own a car in India - JamshedJi Tata

1905 First Woman to drive a car in India - Mrs. Suzanne RD Tata

1905 Fiat Motors

1911 First Taxi in India

1924 Formation of traffic police

1928 Chevrolet Motors

1942 Hindustan Motors

1944 Premier Automobiles Limited

1945 Tata Motors

1947 Mahindra & Mahindra Limited

1948 Ashok Motors

1948 Standard Motors

1974 Sipani Motors

1981 Maruti Suzuki

1994 Mercedes-Benz

1994 General Motors India - Opel brand launch

1995 Ford Motor Company

1995 Honda Siel Cars India

1995 REVA Electric Car Company

1995 Daewoo Motors

1996 Hyundai Motor Company

1997 Toyota Kirloskar Motors

1997 Fiat Motors (Re-Entry)

1998 Mitsubishi Motors

2001 Škoda Auto

2003 General Motors India - Chevrolet brand launch

2005 BMW

2007 Audi

2009 Land Rover and Jaguar
Mathura Devi Institute Of Technology & Management Page 25
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
History of Maruti
In 1970 , Sanjay Gandhi the son of Indira Gandhi envisioned the manufacture
of an indigenous , cost effective , low maintenance compact car for the
Indian middle class . Indira Gandhi’s cabinet passed a unanimous resolution
for the development and production of a people’s car. Sanjay Gandhi’s
company was christened Maruti limited. The name of the car was chosen
after a Hindu deity named Maruti Ltd. That time Hindustan Motors’
Ambassador was the chief car and the company had come out with a new
entrant the premier Padmini that worked slowly gaining a part of the market
share dominated by the ambassador. For the next ten years the Indian car
market had stagnated at a volume of 30,000 to 40,000 cars for the decade
ending 1983.
Sanjay Gandhi was awarded the exclusive contract and license to design,
develop and manufacture the “People’s Car.” These exclusive rights of
production generated some criticism in certain quarters, which was directly
targeted at Indira Gandhi. Over the next few years the company was
sidelined to Bangladesh liberation war and emergency.
In the early days under the powerful patronage of Sanjay Gandhi the
company was provided with free land, tax breaks and funds. Till the end of
1970 the company had not started the production and a prototype test
model was welcomed with criticism and skepticism. The company went into
liquidation IN 1977. The media perceived it to be another area of growing
corruption. Unfortunately Maruti’s started to fly only after the death of Sanjay
Gandhi, when Suzuki motors joined the government of India as a joint venture
partnered with 50% share. After his death Indira Gandhi decided that the
project should not be allowed to die. Maruti’s entered into this collaboration
with Suzuki motors. The collaboration heralded a revolution in the Indian car
industry by producing the maruti-800. It created a record of taking 13 months
time to go from design to rolling out cars from a production line.
The production of Maruti-800 in 1983 marked the beginning of a revolution in
the Indian automobile industry. It brought in the latest technology of that time
more fuel efficiency and lower prices that 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 in this segment. A number of auxiliary car parts
making units were set up as more car manufacturers realized it was more cost
effective to make their car parts in India rather than importing them.
Mathura Devi Institute Of Technology & Management Page 26
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Maruti’s 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’s had to start dozens of joint
ventures with Indian entrepreneurs. It got them from foreign collaborations
that 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 who had given their income leading to major existing export
potential 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, to buy cars. It still remains the leader not only in the
terms of market share but also in customer satisfaction surveys. It has
consistently topped J.D. power quality surveys, including 2005. By the year
1993 the company had sold 1, 96,820 cars. By March 1994 it produced 1
million vehicles becoming the first Indian company to cross the 2 million mark
in October, 1997 and rolled out 4 millionth vehicles as Alto-LX .Then it
introduced Wagon-R followed by Swift . Swift has been a great success in the
market .In 2007 Maruti came up with SX4 and Grand Vitara.
Mathura Devi Institute Of Technology & Management Page 27
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Role of the Sales Person
He should be neatly dressed
He should have knowledge about various product’s
Features
Variants
Colors
Prices
Sales promotion campaigns
Competitor products , their features , prices ,etc.
Latest service and warranty policies
Current availability
Carry copy of ready reckoner
“Do not leave the customer unattended for more than 3 minutes”
Customer Care Team:
Role of the Customer Care Manager:
Customer Care Manager is the leader of the customer care team. He is
accountable for the sales satisfaction index of the dealership. The customer
care manager ensures that every customer is properly followed up and
feedback is recorded. Also the customer complaints are recorded and
resolved as soon as possible to the level of satisfaction. The customer care
executives report to the customer care manager.
Customer Care Executive:Initially does the Post Sales Follow up (PSF) and monitors the feedback forms
at the showroom
Post sales follow up
PSF’s are done in order to get the first hand feedback form the customer
about the experience that they had during the sales and delivery process.
The first PSF is done within the 72 hours of delivery and the voice or exact
wordings of the customer are recorded. The next PSF call is made after 15
days after the vehicle is delivered. The feedback form system is a very
important tool to obtain customer’s feedback on the experience that the
customer had during the purchase of his/her car.
Mathura Devi Institute Of Technology & Management Page 28
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Steps to be followed after receiving customer
complaint:
Firstly customer acre manager gives a control number to all complaints
received and records the same in the customer complaints control register.
Then customer acre manager gets in touch with the customer over the
phone and expresses regret on the inconvenience faced by the customer
Immediate action is taken to ensure that the customer complaint is resolved
and writes a letter of apology
The customer care manager along with the concerned DSE, then visits the
customer, hands over the letter and takes satisfaction note from the
customer
Then he sends a copy of the letter and the satisfaction note to Maruti Udyog
Ltd. And also files a copy of the same in the customer complaints register/file.
Then the CCM discusses the customer complaints in the weekly meeting with
the general manager on SSI with the entire showroom staff. Necessary
counter measures are taken to ensure that such complaints are not repeated
in future.
All sales staff and managers review customer care activities on daily, weekly
and monthly basis. The SSI review meet is conducted regularly.
Mathura Devi Institute Of Technology & Management Page 29
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
According to Maruti
“A customer is the most important visitor on our premises
He is not dependent on us ,
We are dependent on him,
He is not an interruption on our work,
He is the purpose of it.
He is not an outsider on our business,
He is part of it.
We are not doing him a favor serving him,
He is doing us a favor by giving us the
Opportunity to do so”
How you communicate
Your words
Your voice
Your body language
7%
35%
58%
Moments of truth
Expectation---------------satisfaction---------------------reality
If you get what you expected
Expectation---------------dissatisfaction----------------reality
If you get less than you expected
Expectation---------------delight--------------------------reality
If you get more than you expected
When customers don’t complain they go somewhere else……….
Customers don’t complain. They pass on their dissatisfaction to their
colleagues , family , greengrocer, suppliers , consultants, managers , sports
club, grandparents, neighbours, director, to you…….
Mathura Devi Institute Of Technology & Management Page 30
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Maruti’s Strategic Goal
New Products
Capacity Expansion
SX4 launched in 2007
Production capacity of
Grand Vitara launched in
Swift increased
2007
Started production at its
New variant of
third plant in
Maintain
Swift
2003
Leadership
_Position in India
Grow International Distribution
International
Business
Business
Network
Growth in Exports
Increase Customer Touch
Points
Increase in the Number
Of Maruti Service Station
-Maintained its materials cost despite change in product mix.
-Growing shipments of Alto.
-Has 55% of the market.
-Introduced both petrol and diesel variants of Swift.
-Maruti has cut the prices of models including Maruti 800, Omni, Zen,
Wagon R, Swift Diesel and Alto. The amount of this price cut varies from Rs.
6,500 for Maruti 800 to Rs. 18,030 for Swift Diesel (in New Delhi).
-Maruti Suzuki to invest 200 billion Yen on expansion in India.
-Sri Lanka currently is the largest export market for Maruti where it sells 8,0009,000 cars a year.
-Maruti Udyog to enter South African market.
-Invest more on marketing and research and development.
-They are working on identifying their dealership in the region in collaboration
with the parent company Suzuki.
Mathura Devi Institute Of Technology & Management Page 31
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Market Research Project
Title – “Customer Satisfaction Survey of Maruti Udyog Limited”
Project involves:
-Introduction about Maruti
-Procedure followed by Maruti for catering to the needs and queries of the
customers
-Application of Five Force’s Model in the Automobile Industry
-Quantitative research
-Awareness regarding the facilities provided by Maruti
-Overall opinion about Maruti
Research Methodology:
The purpose of methodology is to describe the process involved in research
work. This includes the overall research design, data collection method, the
field survey and the analysis of data.
Research Objective:
To find the satisfaction amongst the customers of Maruti.
Research Design:
Detailed and structured questionnaire was designed.
Survey a sample of 100 customers.
The methodology developed was Primary and Secondary research.
The questionnaire was designed to get information from customers about
their satisfaction and overall opinion about Maruti.
Sources of Data:
Primary data
Secondary data
Mathura Devi Institute Of Technology & Management Page 32
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Field of Survey:
The field work for the survey was conducted in Delhi. The exercise involved
face to face interview with the customers.
Analysis:
The important factors and data’s collected were sequentially analyzed and
graphed.
Limitations of the Study:
The sample size is only 100 so the sample may not be truly representative of
the Delhi population.
Mathura Devi Institute Of Technology & Management Page 33
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Mathura Devi Institute Of Technology & Management Page 34
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Porter’s Five Forces Model
pppppppotep
Potential threats from
firm’s that make
substitute products or
services
Forces of competition
Buyer’s
created by rivalry
bargaining power
Supplier’s
bargaining power
Potential threat from
entry of new firms
Mathura Devi Institute Of Technology & Management Page 35
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Threat of New Entrants –
When the industry is profitable there is a threat of the entry of new entrants
as they want to share the growth prospects so the existing firms either have to
share the growing market pie or part with their own market share o the new
entrants like the coming of new Tata Nano in the market which is an A
segment car and is known for its low price and would give direct competition
to Maruti-800 and would cause lesser sales volume and revenue and lower
the returns. As the switching costs from the existing products to a new one is
not high so this encourages the foreign companies like Renault and also
Indian companies to bring in new models and enter the industry. Today the
customer is not brand loyal and if there is product differentiation the
promotion is so attractive that it supports the new entrants. Access to the
distribution channels is not difficult as can be done by forming joint ventures
like Mahindra-Renault. India offers a huge market for small, mid segment cars
as the middle class is coming up in a big way and even for the prestige class
as new and elite brands have come up and India is producing good number
of entrepreneurs. Some of the ways of entering the industry is either directly or
by acquisition, joint ventures, licensing, franchises, mergers.
Rivalry Amongst Competitors –
In any industry there are countermoves made by the companies to protect
themselves. Firms are mutually dependent and the situations keep changing
with the actions and reactions of the constituent firms. The desire to be the
market leader or to corner a larger market share leads to rivalry amongst
competitors. The extent of the rivalry amongst competitors in an industry affects
the competition within that industry. When the rivalry is weak, there is likely to
be lesser competition, when the rivalry is high the competition is high and its
the same in the automobile industry.
There is cut throat competition, which leads to under pricing or severely
fought competitive battles on the basis of other factors such as delivery,
advertising, after sales services. For example when Maruti came up with the
ad of a kancha were the tourists are in the hills and there is no food there but
there is a Maruti service station in the hilly region. Moreover the demand in
India is so large that it encourages competition.
Mathura Devi Institute Of Technology & Management Page 36
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Number of competitors in the automobile industry in India
are:
Audi
Bentley
BMW
Chevrolet
Daewoo
Fiat
Ford
Hindustan motors
Honda
Hyundai
ICML
Lambhorgini
Mahindra
Mahindra-Renault
Maini
Maruti-Suzuki
Maybach
Mercedes Benz
Mitsubishi
Nissan
Opel
Porsche
Premier
Rolls-Royce
San
Skoda
Tata
Toyota
Volkswogen
Volvo
Mathura Devi Institute Of Technology & Management Page 37
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Bargaining Power of BuyersThe bargaining power of buyers of firms in an industry constitutes the ability of
buyers, individually or collectively to force a reduction in the prices of
products and services, demand a higher quality or better services or to seek
more value for their purchases in any way . If the purchasing power of buyers
is low then it enables a firm to pass on cost increases to buyers or to make the
buyers accept a low quality of product / service at a higher price.
As in the automobile industry the switching costs of buyers is low the
bargaining power of buyers is more and they are sensitive to price increases.
A car constitutes a higher percentage of a buyer’s cost so an increase in the
price would make the buyer goto any other brand.
Bargaining power of suppliersBargaining power of suppliers constitutes their ability, individually or
collectively, to force an increase in the price of the products or services or
make the buyers accept a lower quality of product or level of service a
higher supplier bargaining power constitutes a negative feature for existing
firms or new entrants of an industry . A low supplier bargaining power enables
a firm to negotiate price increases in its favor or to make the suppliers offer
higher quality of inputs at a lower price. Suppliers have the ability to integrate
forward and backward. But the product is expensive so cannot ignore the
customer and has to provide better product like in India now even the B
segment cars have advanced technology features like airbags, anti braking
systems,etc. Bargaining power in this industry in not very high for the suppliers
as there in intense competition and substitutes are easily available. Switching
costs are low so more discounts are available and also the prices are
reduced to fight competition. The raw material is expensive like steel due to
the demand still companies are trying to reduce the cost of production.
Mathura Devi Institute Of Technology & Management Page 38
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Threat of Substitute ProductsSubstitute products or services are those which are apparently different but
satisfy the same needs of customers. For example when the demand for swift
diesel was high and the supply was less then the customers who could not
wait switched to Tata as it makes diesel cars. These days segment B cars are
promoted in a way as segment C cars are done so that they can attract the
customer and give him a feeling of belonging to the esteem segment.
Knowledgeable Salesperson
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
90
80
70
60
50
40
30
20
10
0
No.
of
Respondents
0
0
0
86
14
Percentage
0%
0%
0%
86%
14%
Strongly Disagree
Disagree
Neither Disagree Nor
Agree
Agree
No. of
Respondents
Percentage
Strongly Agree
86% people agreed that the sales persons are knowledgeable and 14%
strongly disagreed that the sales persons are knowledgeable.
Employees spent enough time
with you before sales
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
No.
of
Respondents
0
0
0
64
36
Percentage
0%
0%
0%
64%
36%
Mathura Devi Institute Of Technology & Management Page 39
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
70
60
Strongly
Disagree
50
Disagree
40
Neither Disagree
Nor Agree
30
20
Agree
10
Strongly Agree
0
No. of Respondents
64% people agreed that the sales persons spent enough time with them
before the sales and 36% strongly agreed with this.
Employees spent enough time
with you during sales
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
No.
of
Respondents
0
4
0
62
34
Percentage
0%
4%
0%
62%
34%
70
60
Strongly
Disagree
50
40
Disagree
30
20
10
0
No. of Respondents
Neither
Disagree
Nor Agree
Mathura Devi Institute Of Technology & Management Page 40
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
62% agreed that sales persons spent enough time with them during the sales ,
while 34% strongly agreed that the sales persons spent enough time with them
during sales and only 4% disagreed with this.
Employees spent enough time
with you after sales
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
No.
of
Respondents
0
22
0
54
26
Percentage
0%
22%
0%
54%
26%
60
Strongly Disagree
50
40
Disagree
30
20
Neither Disagree
Nor Agree
10
Agree
0
No. of Respondents
Strongly Agree
60% agreed that the sales persons spent enough time with them after sales
,26% strongly agreed with this and 14% disagreed that the sales persons spent
enough time with them after sales.
Display of Merchandize
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
No.
of
Respondents
0
0
0
94
6
Percentage
0%
0%
0%
94%
6%
Mathura Devi Institute Of Technology & Management Page 41
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
100
Strongly Disagree
80
Disagree
60
40
Neither Disagree
Nor Agree
20
Agree
0
No. of Respondents
Percentage
Strongly Agree
94% agreed that the display of merchandize was attractive and 6% strongly
agreed that the display of merchandize was attractive.
Availability of the Product
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
100
80
60
No.Of
Respondents
0
4
0
91
5
Percentage
0%
4%
0%
91%
5%
Strongly
Disagree
Disagree
40
20
0
No. of
Respondents
Neither
Disagree Nor
Agree
Agree
91% agreed that the availability of the product was there, 5% strongly agreed
that the availability was there while only 4% said they disagreed with this.
Mathura Devi Institute Of Technology & Management Page 42
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Variety/Selection
of No.of
Merchandize
Respondents
Strongly Disagree
0
Disagree
6
Neither Disagree Nor Agree
0
Agree
87
Strongly Agree
7
90
80
70
60
50
40
30
20
10
0
No. of Respondents
Percentage
0%
6%
0%
87%
7%
Strongly Disagree
Disagree
Neither Disagree
Nor Agree
Agree
Strongly Agree
87% agreed that there was variety/selection of merchandize whereas 7%
strongly agreed that enough variety was there and 6% disagreed with this.
Vehicle in Good Condition
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
100
80
No.
of
Respondents
0
2
0
82
16
Percentage
0%
2%
0%
82%
16%
Strongly
Disagree
Disagree
60
40
Neither Disagree
Nor Agree
20
Agree
0
No. of Respondents
Strongly Agree
Mathura Devi Institute Of Technology & Management Page 43
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
82% agreed that the vehicle was in good condition when delivered ,16%
strongly agreed with this whereas only 2% disagreed with this.
Prices Are Affordable
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
No.
of
Respondents
0
12
15
21
52
Percentage
0%
12%
15%
21%
52%
Strongly Disagree
60
50
Disagree
40
30
Neither Disagree Nor
Agree
20
10
Agree
0
No. of
Respondents
Percentage
Strongly Agree
64% strongly agreed that the prices are affordable , 21% agreed that the
prices are affordable whereas only 15% said that they neither disagreed nor
agreed with this.
Attractive Discounts Offered
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
60
50
40
30
20
10
0
No. of Respondents
No.
of
Respondents
0
26
0
47
27
Percentage
0%
26%
0%
47%
27%
Strongly
Disagree
Disagree
Neither
Disagree Nor
Agree
Mathura Devi Institute Of Technology & Management Page 44
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
55% agreed that the discounts offered are attractive , 34% strongly agreed
with this while 11% disagreed and said that the discounts offered were not
attractive.
Décor Of The Waiting Area Is No.
of
Pleasing
Respondents
Strongly Disagree
0
Disagree
0
Neither Disagree Nor Agree
0
Agree
80
Strongly Agree
20
80
70
60
50
40
30
20
10
0
No. of RespondentsPercentage
Percentage
0%
0%
0%
80%
20%
Strongly Disagree
Disagree
Neither Disagree
Nor Agree
Agree
Strongly Agree
80%agreed that the décor of the waiting area was pleasing while 20%
strongly agreed that the décor of the waiting area was pleasing
Offered A Test Drive
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
No.
of
Respondents
0
20
0
74
6
80
Strongly Disagree
60
Disagree
40
Percentage
0%
20%
0%
74%
6%
Neither Disagree Nor
Agree
Agree
20
0
No. of Respondents
Percentage
Strongly Agree
Mathura Devi Institute Of Technology & Management Page 45
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
74%agreed that the test drive was offered to them ,6% strongly agreed that
the test drive was offered while 20% disagreed with this.
Post Sales Follow Up Done
Regularly
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
No.
of
Respondents
0
15
0
59
26
Percentage
0%
15%
0%
59%
26%
60
Strongly Disagree
40
Disagree
20
Neither Disagree Nor
Agree
Agree
0
No. of Respondents
Percentage
Strongly Agree
59%agreed that the post sales follow ups are done regularly , 26% srongly
agreed and 15%disagreed with this.
Responds
To
complaints
Quickly
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
No.
of
Respondents
0
9
12
61
18
80
Strongly
Disagree
60
Disagree
40
20
Percentage
0%
9%
12%
61%
18%
Neither Disagree
Nor Agree
Agree
0
No. of
Respondents
Strongly Agree
Mathura Devi Institute Of Technology & Management Page 46
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
64% agreed that the response to complaints is quick ,18% strongly agreed ,
12% neither agreed nor disagreed and 6% disagreed with this.
Service At Maruti Service
Station Is Excellent
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
90
80
70
60
50
40
30
20
10
0
No.
of
Respondents
0
4
0
82
14
Percentage
0%
4%
0%
82%
14%
Strongly Disagree
Disagree
Neither Disagree
Nor Agree
Agree
No. of
Percentage
Respondents
Strongly Agree
82% said that the service at maruti service station is excellent , 14% strongly
agreed while only 4% disagreed with this.
Careful
With
Personal
Information
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
100
80
60
40
20
0
No. of Respondents
Percentage
No.
of
Respondents
0
0
8
85
7
Percentage
0%
0%
8%
85%
7%
Strongly
Disagree
Disagree
Neither Disagree
Nor Agree
Agree
Mathura Devi Institute Of Technology & Management Page 47
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
85% agreed that yes they were careful with personal information, strongly
agreed with this and 8% neither agreed nor disagreed.
All The Commitments Are
Fulfilled
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
90
80
70
60
50
40
30
20
10
0
No. of Respondents
No.
of
Respondents
0
7
0
6
87
Percentage
0%
7%
0%
6%
87%
Strongly Disagree
Disagree
Neither Disagree
Nor Agree
Agree
Strongly Agree
94% strongly agreed that all the commitments were fulfilled and 6% agreed
with this.
Value For Money
Strongly Disagree
Disagree
Neither Disagree Nor Agree
Agree
Strongly Agree
100
No.
of
Respondents
0
0
0
2
98
Percentage
0%
0%
0%
2%
98%
Strongly
Disagree
80
60
Disagree
40
20
0
No. of Respondents
Percentage
Neither
Disagree Nor
Agree
Mathura Devi Institute Of Technology & Management Page 48
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
98% strongly agreed that maruti provides value for money while 2% agreed
with this.
Are you aware of the following facilities provided by maruti
No.
of
Respondents
Percentage
98
98%
2
2%
Maruti insurance
Yes
No
100
80
60
Yes
40
No
20
0
No. of Respondents
98% said yes that they are aware about maruti insurance while only 2% said
that they were not aware.
Extended warranty
Yes
No
No.
of
Respondents
Percentage
97
97%
3
3%
100
80
60
40
20
Yes
No
0
No. of Respondents
97% said they were aware about extended warranty and 3% said that they
did not know about this.
Mathura Devi Institute Of Technology & Management Page 49
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
True value
Yes
No
No.
of
Respondents
Percentage
98
98%
2
2%
100
80
60
40
20
Yes
No
0
No. of Respondents
98% said they were aware about true value and 2% said they were not
aware.
Maruti finance
Yes
No
No.
of
Respondents
Percentage
75
75%
25
25%
80
60
40
Yes
20
No
0
No. of Respondents
75% said that they were aware about maruti finance and 25% said that they
were not aware of it.
Mathura Devi Institute Of Technology & Management Page 50
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Autocard
Yes
No
No.
of
Respondents
Percentage
84
84%
16
16%
100
80
60
40
20
Yes
No
0
No. of Respondents
84% said that they were aware about autocard and 16% said that they were
not aware of it.
Genuine Accessories
Yes
No
No.
of
Respondents
Percentage
85
85%
15
15%
100
80
60
40
20
Yes
No
0
No. of Respondents
85% said that they were aware of genuine accessories available and 15%
said they were not aware.
Mathura Devi Institute Of Technology & Management Page 51
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
What is your overall opinion about Maruti ?
Choice
Very bad
Bad
Neither bad nor good
Good
Very good
100
80
No.
of
Respondents
0
0
0
4
96
Percentage
0%
0%
0%
4%
96%
Very bad
Bad
60
40
Neither bad nor
good
20
Good
0
No. of Respondents
Very good
96% said that there overall opinion about maruti was that it is ver good while
4% said that it is good.
How likely would you recommend maruti?
90% people said they would very likely recommend maruti to other people
and 10% said they would likely recommend maruti to others.
Mathura Devi Institute Of Technology & Management Page 52
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Net sale of Maruti-
CONCLUSION
On an average more than 73% people feel that the prices are affordable
whereas 12% do not agree, 74% believe that attractive discounts are
offered whereas 26% are not satisfied with the discounts offered. 20% said
that the test drives are not offered and 15% said that post sales follow ups
are not done regularly whereas 85% said that they were done regularly but
people feel that it is the people’s car as it is satisfactory on all other
parameters: knowledgeable sales persons , employees spent enough time
before and during sales, display of merchandise is attractive, availability of
product, variety of merchandize, vehicle in good condition, prices are
affordable, attractive discounts are offered, décor of the waiting area is
pleasing, responds to complaints quickly, service at maruti service station is
excellent, careful with personal information and is value for money . The
overall opinion about maruti is very good.
Mathura Devi Institute Of Technology & Management Page 53
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
SUGGESTIONS
 More test drives should be offered.
 Should be more particular about Post Sales Follow Up as it
shows the concern of the company with the customer.
 Should put in more efforts to promote Maruti Finance ,
Autocard and Accessories.
Mathura Devi Institute Of Technology & Management Page 54
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Bibliography:
www.google.com
www.marutiudyog.com
Automobile Magazines
Marketing Management by Philip Kotler
Kothari. C. R, Research Methodology, New Age International(P)
Ltd., New Delhi
Mathura Devi Institute Of Technology & Management Page 55
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
Being an esteem customer of Maruti Udyog Limited you are requested to
take out a few minutes and fill the following questionnaire.
Q.1) How long have you been associated with Maruti?
Q.2.)How would you rate Maruti on the following parameter
Strongly Disagree Neither
agree
disagree
agree
Nor
disagree
Knowledgeable
sales
person
Employees spent enough
time with you: before sales
During sales
After sales
Display of merchandise is
attractive
Availability of the product
Variety/selection
of
merchandise
Vehicle in good condition
Prices are affordable
Attractive
discounts
offered
Décor of the waiting area
is pleasing
Offered a test drive
Post sales follow ups are
done regularly
Responds to complaints
quickly
Service at Maruti service
station is excellent
Careful
with
personal
Strongly
agree
Mathura Devi Institute Of Technology & Management Page 56
Automobile & Customer Satisfaction Survey of Maruti Udyog Ltd.
information
All the commitments are
fulfilled
Value for money
Q.3)Are you aware of the following facilities provided by maruti
Yes
No
Maruti insurance
Extended warranty
True value
Maruti finance
Autocard
Genuine accessories
Q.4) What is your overall opinion about Maruti?
Very
Bad
1
Bad
2
Neither Bad
Nor Good
3
Good
4
Very
Good
5
Q.5) How likely would you recommend Maruti?
Very
Unlikely
1
2
3
Date
4
Very
Likely
5
Sign
Thank You for your prestigious time.
Mathura Devi Institute Of Technology & Management Page 57