A Project Report

(17MBAPR407)
A study on Customer Satisfaction towards Bharat Benz, Trident
Automobiles Pvt Ltd, Bangalore
By
Dilip Kumar M
1IA17MBA18
Submitted to

VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELAGAVI

In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION
Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Prof. Archana Vijay Mr. Harsha H
Assistant Professor, Marketing Head
Department of MBA, AIT Bharat Benz

Department of MBA
Acharya Institute of technology, Soldevanahalli,
Hesaraghatta Main Road, Bengaluru
March 2019
TRIDENT AUTOMOBILES PRIVATE LIMITED
# 1, Lower Palace Orchards, Sankey Road , Bangalore - 560 003.
Tel: 91-80-4343 3333 Fax: 91-80-2336 8152 CIN: U50500KA1997PTC023159

Date: 02-04-2019

TO WHOM SO EVER IT MAY CONCERN

This is to certify that Mr. Dilip Kumar M (Reg No:llAl 7MBA18) who is
pursuing his Post Graduation Degree in MBA from "Visvesvaraya Technology
University" has successfully completed his Internship on "Customer
Satisfaction Towards Bharath Benz" in our organization from the period of
03 rd January 2019 to 16th February 2019.

His performance & conduct during the internship was good.

We wish him all the very best for his future endeavor.

Your's faithfully,
For Trident Automobiles Pvt Ltd.,

Metha Nanjappa
General Manager - HR

URL : www.tridentautomobiles.com
'!),zwe ,;ilOHU ,I ~~ /@)
 ACHARYA INSTITUTE
OF TECHNOLOGY
(Affiliated to Visvesvaraya Technolog ical Un iversity, Belagavi, Approved by AICTE, New Delh i and Accredited by NBA and NAAC)

Date: 05/04/2019

CERTIFICATE

This is to certify that Mr. Dilip Kumar M bearing USN

HAI 7MBA18 is a bonafide student of Master of Business Administration
course of the Institute 2017-19 batch, affiliated to Vi svesvaraya
Technological Universit'J, Belagavi. Project report on "A Study on
Customer Satisfaction Towards Bharat Benz Products, Trident
Automobiles Pvt. Ltd, Bengaluru" is prepared by him under the guidance of
Prof. Archana Vijay in partial fulfillment of the requirements for the award
of the degree of Master of Business Administration, Visvesvaraya
Technological University, Belagavi, Kamataka.

Signature of Internal Guide

- I

Signature of Principal/Dean Academics

Dr. Devarajaiah R.M.
Dean-Academics
. .:i-/MWA INSTiTUTE OF TECHNOL:DGY
Acharya Dr. Sarvepalli Radhakrishnan Road, Soladevanahalli , ~~~'\-v1s9.e' ~Be~g~~?ru 560 107, Karnataka, India • www acharya ac in/ait
• Ph +91 -80-225 555 55 Extn . : 2102 • Fax +91 -80-237 002 42 • E-ma il: pri ncipa lait@acharya .ac .in
 DECLA RATION

I, Dilip Kuma r '.!, h.,,-ehy dec lare th at the repo rt entit led·',\ Study m,
C• <tomer Sooi,facolon"' with spc,:;ial reforen-" to '" Bh=it Hens Tndc"11 J\L:to mDh:k, P,-1

l,ld~ p,cpared by me un,k-r the gu id~ncc of Pm f Archana Vvay, faculty of M.B.A

Dt.-pa rtmcTit. A!T lh n~alm: ,md ex terna l J,s ,slancc hy ~lr. Ha rsha JI , .\-Ja1·kctit1~

n ~~u , l!huat ll< 11 , . I a h o dwbrc foa! tL: ,

fulfilment of the uniYensity Regulat ions fo r the award of degree of Master of

l.lu sin.:ss Admimstrauon by Vi;;v~svaraya Tcd uwlog,cal Univers ity , llc lag,w,. l

have undcr~onc a summ er project for a period of six wcc~s. I further ,tcd arc that

thi s Project is based on the oni:;inal study un~crtaken by me and has not be,;n

submitted for the award <> f any dcgreeld1p lnm,i from any othcr Univcrsity I

l'lan· : Si~,,.tur~ ofthe ,rndenl

Da te
 ACKNOWLEDGEMENT

I deem it a privilege to thank our Principal Dr. Prakash M R, Dr. Devarajaiah R M, Dean
Academics and thanks to Dr. M. M. Bagali, HOD, Department of MBA, for giving me the
opportunity to do the project, which has been a very valuable learning experience.

I am truly grateful to my External guide Mr. Harsha H and my Internal guide Prof.
Archana Vijay for their research guidance, encouragement and opportunities provided.

I wish to thank all the respondents from the firms who spent their valuable time in discussing
with me and giving valuable data by filling up the questionnaire.

My sincere and heartfelt thanks to all my teachers at the department of MBA, Acharya
Institute of Technology for their valuable support and guidance.

Last, but not least, I want to express my deep appreciation to my parents for their unstinted
support.

Place: Bengaluru Dilip Kumar M

Date: 11-04-2019 USN: 1IA17MBA18
 TABLE OF CONTENTS

CHAPTER NO. CHAPTERS PAGE NO.

EXECUTIVE SUMMARY 1

1 INTRODUCTION

1.1 Introduction 2

1.2 Industry Profile 3-4

1.3 Company Profile 5-6

1.4 Vision, Mission and Quality Policy 7

1.5 Area of Operation 7

1.6 Awards and Achievements 7

1.7 Product/Service profile 8-16

1.8 Competitors Information 16-17

1.9 SWOT Analysis 17-18

1.10 Future growth and Prospects 19

1.11 Infrastructure facilities 19

1.12 Financial statement 20-21

2 CONCEPTUAL BACKGROUND AND

LITERATURE REVIEW

2.1 Conceptual Background 22-24

2.2 Literature Review 25-31

3 RESEARCH DESIGN

3.1 Statement of Problem 32

3.2 Need for the Study 32

 3.3 Objective of the Study 32

3.4 Scope of the Study 32-33

3.5 Research Methodology 33-34

3.6 Hypothesis 34

3.6 Limitations of the Study 35

4 ANALYSIS AND INTERPRETATION

Analysis and Interpretation of Data 36-56

5 FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 Findings 57-58

5.2 Suggestions 58-59

5.3 Conclusion 59

BIBLIOGRAPHY

ANNEXURE
 LIST OF TABLES

TABLE NO. TITLES PAGE NO.

4.1 Table showing customer preference regarding Bharat Benz 36

products

4.2 Table showing customer satisfaction with reference to Bharat 37

Benz products.

4.3 Table showing the comparison of superiority between the Bharat 38

Benz trucks and other competitor’s.

4.4 Table showing customers response for the service provided by 39

Bharat Benz.

4.5 Table showing customer interest towards purchasing of new 40

vehicles when interest rate of financing is reduced.

4.6 Table showing customer response towards time taken to customer 41

service

4.7 Table showing offers availed by customers while purchasing the 42

Bharat Benz products

4.8 Table showing spare parts availability at Bharat Benz 43

4.9 Table showing the customers suggesting family, friends and others 44
to buy Bharat Benz products.

4.10 Table showing customers response about grievance handling by 45

Bharat Benz

4.11 Table showing test drive facility at Bharat Benz before the 46
purchasing the truck

4.12 Table showing customers response towards accuracy of on time 47

service of Bharat Benz

4.13 Table showing customer response towards service help desk staff. 48
4.14 Table showing overall rating of the Bharat Benz company 49

4.15 Table showing customer response about post purchase 50

communication

4.16 Table showing the customer expectation and actual performance 51

of the products

4.17 Table showing customer willingness to make future purchases at 52

Bharat Benz

4.18 Table showing brand name influence on purchase decision of the 53

customers

4.19 Table showing customer feedback about road side assistance 54

during the breakdown

4.20 Table showing customer response about employee behaviour with 55

customer.
 LIST OF CHARTS

CHART NO. TITLES PAGE NO.

4.1 Chart showing customer preference regarding Bharat Benz 36

products

4.2 Chart showing customer satisfaction with reference to Bharat 37

Benz products.

4.3 Chart showing the comparison of superiority between the Bharat 38

Benz trucks and other competitor’s.

4.4 Chart showing customers response for the service provided by 39

Bharat Benz.

4.5 Chart showing customer interest towards purchasing of new 40

vehicles when interest rate of financing is reduced.

4.6 Chart showing customer response towards time taken to 41

customer service

4.7 Chart showing offers availed by customers while purchasing the 42

Bharat Benz products

4.8 Chart showing spare parts availability at Bharat Benz 43

4.9 Chart showing the customers suggesting family, friends and 44

others to buy Bharat Benz products.

4.10 Chart showing customers response about grievance handling by 45

Bharat Benz

4.11 Chart showing test drive facility at Bharat Benz before the 46
purchasing the truck

4.12 Chart showing customers response towards accuracy of on time 47

service of Bharat Benz

4.13 Chart showing customer response towards service help desk 48

staff.
4.14 Chart showing overall rating of the Bharat Benz company 49

4.15 Chart showing customer response about post purchase 50

communication

4.16 Chart showing the customer expectation and actual performance 51

of the products

4.17 Chart showing customer willingness to make future purchases at 52

Bharat Benz

4.18 Chart showing brand name influence on purchase decision of the 53

customers

4.19 Chart showing customer feedback about road side assistance 54

during the breakdown

4.20 Chart showing customer response about employee behaviour 55

with customer.
Executive Summary

This project is a great opportunity to understand the organisation culture, operations and
practical challenges which arises in the business. As a student of MBA, it helped me to apply
the theories learnt in class rooms.

Bharat Benz is one of the major manufacturer of commercial goods vehicles they are known for
their premium and quality products. The company is achieving constant growth in the market
by understanding the current requirements.

Attracting the customers and retaining the existing customers is very important for any
business. Because the main objective of every business is maximising profits.

The research title “Customer Satisfaction towards Bharat Benz”. A descriptive study at Trident
Automobiles Pvt Ltd an authorised dealer of Bharat Benz. It helped in understanding the
importance of customer satisfaction and framing strategies to improve the customer
satisfaction. This research is prepared to meet its objectives, primary research was conducted
and questionnaire prepared and survey was used to collect the data.

Customer and prospective customers are used to collect the data. Sample size of 50 was used in
the research to study the customer satisfaction at Bharat Benz we observed positive attitude
towards Bharat Benz products and services.

The study reveals that many respondents are satisfied with vehicle performance after quality
service provided as per pre-defined standards. Also satisfied with hospitality, post sales service,
performance of employees skilled and environment. Most of the respondents are loyal towards
brand due to its post sales performance and brand value.

1
CHAPTER-1

INTRODUCTION:

1.1 Introduction

“Customer Satisfaction towards Bharat Benz Products” at Trident Trucking

Automobiles Pvt Ltd.

Internship program help to increase the realistic knowledge of corporate world by linking to
the, what we learn from lecture in college. By this we can add to our practical knowledge of the
corporate and it is more effective than the than theoretical knowledge. From this I come to
know the how organization works, how they take decision, company culture and working style.
Then student gets on possibility to come into organization, that time they come to know the
practice, work culture, management style, and administrative progress and organization
objectives of the company.

Six weeks of internship provides an opportunity to apply the theories learnt in the classroom to
the real business world it helps in understanding the business world in which a student is
passionate to start his career. As my interest and curiosity was in Customer satisfaction and
Interaction Because customer satisfaction is the main objective of any company, the growth of
commercial vehicle based industries like construction, transport is tremendous and expected to
grow more. Trident Automobiles Pvt Ltd an authorised dealer of Bharat Benz was chosen for
the study, it is one of the potential automobile dealer in commercial vehicle segment. This
project allowed me to learn various aspects which is contributing for customer satisfaction
which includes pre-and post-sale activities. Due to this summer internship, it provides
knowledge about every aspect of customer satisfaction which include (Marketing of products,
Sales, Service, Customer retention).

Therefore to get the realistic experience and get ready report, the titles of the study is chosen
“An study on Customer Satisfaction at Trident Automobiles Pvt Ltd Bharat Benz .” For the
period of 6-week internship at Trident Automobiles Pvt Ltd Bharat Benz.

2
1.2 Industry profile

India’s economy is directly depends on transport system a growth of the economy is also
results in development of transportation system in the country. India’s demography makes
transportation an integral part of business hence transportation is essential factor to run a
business successfully. There is a notable development in the transportation system it is
achieved a significant growth it directly resulted in development of automobile industry in
India which consists manufacturing of truck, bus, cars etc.
Commercial vehicles industry in India has reflected a steady growth over the last ten years by
continuously trying to improve their technology and production process. Commercial vehicles
in India are mostly produced by companies like Tata motors, Ashok Leyland and Bharat Benz.
Heavy Vehicles or (HCVs) however form an indispensable part of the Indian automobile
industry.
From the past ten years Indian heavy vehicle manufacturing companies are doing quite
consistently well, the market demand for heavy vehicle is increased significantly due to the
changes in the economy, even luxury vehicles are grabbing interest and demand for the luxury
heavy vehicles is increased significantly this made automobile companies to innovate new
potential products to satisfy the requirements of new generation demands. Companies like
Volvo, Scania, Bharat Benz etc. noticed this changes and they are targeting this segment by
forecasting future demands.
Various types of Heavy Vehicles in India and their manufacturers
Trucks
Changes in the requirements of business and development of commercial activities and trade in
the country created demand for heavy commercial vehicles due to the huge requirements of raw
materials for the manufacturing of products made transportation an integral part of economy.
To facilitate the smooth movement of raw materials to manufacturers and ready products to
customer’s transport system is essential. Indian roadway transport system plays a vital role in
this process.

3
The different categories of trucks in India are:
 Haulage or pull trucks.
 Tipper lorry.
 Heavy Rigid trucks.
 Cabin trucks.
 Trailers trucks.
 Delivery vans
Major commercial vehicles companies in India

 Tata Motors Ltd

 Mahindra & Mahindra
 Ashok Leyland
 Eicher Motors
 Swaraj Mazda
 Asia Motor Works
 Hindustan Motors
 Bharat Benz
 MAN Trucks
 Scania Trucks
 Volvo Trucks
 Force Motors

4
1.3 Company Profile

Trident Trucking Automobiles Pvt LTD, Bharat Benz Trident Trucking Budihal
Nelamangala Bangalore

Trident Automobiles was incorporated in the year 1998 and they took their first Hyundai
dealership in the year 1998. Trident Automobiles Pvt Ltd are the authorised dealer of Bharat
Benz. They took the dealership of Bharat Benz in the year 2011. The Trident Automobiles
started their automobile dealership by selling cars, the first product sold by Trident
Automobiles was Santro which made great business for decades in the market. In beginning
days, they are available in single location during 1998 they had only one showroom and service
centre. In two decades, they achieved incredible growth now they are extended their operations
to 19 different locations now they are having nearly 19 showrooms and 19 service centres.

Trident entered the automobile market in early stages where the growth rate was very
considerably low due to the earning capacity of the individuals but trident took all these
challenges and used available opportunities efficiently and its motto is Drive Home a
Relationship. They always committed to fulfil the customer needs and they want customers to
be happy, from the beginning to now they won many awards and appreciation for their services
and to their performance.

Over the period of time Trident expanded their product line they started to deal with new
companies like Renault, Bharat Benz, Honda etc from the past ten years today they are
identified as one of the best automobile dealer in the country.

5
Bharat Benz

Daimler India commercial vehicles which is owned by German manufacturer Daimler AG

introduced Bharat Benz to the market which is known for their quality and modern options
available in the vehicles, the head office of the company is located at Chennai India. Which is
giving tough competition to the competitors of commercial vehicle segment.

Bharat Benz introduced best quality products to the market by knowing the demand for such
vehicles no other present players tried to introduce modern commercial vehicles, this particular
segment was stagnant over the period of time entry of Bharat Benz made other commercial
vehicle manufacturers to introduce ultra-modern vehicles and spend considerable amount to the
research and development. Bharat Benz is well known for their quality safety and comfort
today they are the market leaders in the commercial vehicle segment. They are introducing
better technology to improve the customer experience which is their one of the leading
principle.

Bharat Benz introduced new modern buses and other commercial vehicles in various range
with better performance and safety standards currently they are manufacturing trucks and
buses.

General Information about Bharat Benz

Company Name Bharat Benz

Industry Automobile
Founded 17/02/2011
Headquarters Chennai
Owner Daimler AG
Products Trucks and Buses
Key People Satyakam Arya MD, CEO
Parent Daimler India Commercial Vehicles
Turnover 1500 Crore

6
1.4 Vision and mission statement

Vision
“Innovations, Safety and unmatched Reliability”
Mission
“Growth with excellence”, we as a group believe in growing at all levels ensuring excellence in
our respective job roles.

Quality Policy
 We take care of our customers in an integral way, offering not only trucks and
buses, but also the best service and soft products that allow them to be more
profitable.
 We work with the driver community to improve their productivity and work
environment in general.
 We provide latest technology and high performance trucks and buses to our
customers.
 We make certain a knock down of superiority then innovation to desire continues to
synchronizes values taking part in the commercial transportation industry
1.5 Area of Operations
 Bangalore
 Bangalore Urban
 Mysore
 Chitradurga
 Kolar
 Shimoga
1.6 Awards and Achievements
2 Bharat Benz 1617R won the Medium Commercial Vehicle cargo carrier of the year
award in the year 2018.
3 Fly wheel commercial vehicles manufacturers of the year 2018.
4 Milestone of 10000 units sold in the 2014.
5 Milestone of 50000 units sold in 5 years from the year of establishing.
6 No 1 Dealer of Karnataka among 21 top dealers.
7 1500 crore turnover.
8 2,08,331 units in operation.

7
 1.7 Products at Bharat Benz

Products at Bharat Benz are mainly classified into 4 segments:

 Medium Duty Trucks(MCV)

 Heavy Duty Trucks(HDT)
 Tippers
 Tractors
 Buses

 Super High Deck -OM 457

Automatic Mercedes Benz: Brings you an inimitably luxurious travel experience.

Meticulously designed with world class German engineering, travellers can now cruise
peacefully while indulging in a post plash feature.

8
 4023T Model truck -Heavy duty tractor

This truck can be used for coal haulage, cement bulker, containers and Auto carriers. It is a
high powered with lasted technology.

 3723R-Heavy duty truck

It is a rigid truck which is powerful and this can be used for Market load, parcel, Tanker and
cement carrier.

9
 3128 C-Heavy duty tipper
This truck is a very powerful which is used for mining, sand movement, stone crushers.

 2523R Model truck

This truck can be used for parcel, Tanker, Market load and cement carrier.

10
 2528CM tipper -Heavy duty tipper

The most sold segment of vehicle at Bharat Benz are Tipper. This can be used for quarrying
operations, coal haulage, construction and Mining.

 2523C- Heavy duty tipper

This is also a tipper which has the highest sales. This is used at construction, sand
movement, coal haulage and Quarrying operations.

11
 3123R -Heavy duty truck

This is a truck which has high power and updated technology which is used in coal
industries, steel wise and Tanker, cement carriers.

 1617R Medium duty truck

This truck is a Mid-range commercial vehicle. Which can be used for parcel, Tanker, Market
load and cylinder carrier.

12
 1414R MD Medium duty truck

This truck is mainly used to transport of goods from one place to another place. These are
used as carriers. It takes more load gives more profit.

 1214 R MD-Medium duty truck

This is a mid-range commercial vehicle used for transport of goods form one place to
another place. Faster trips for more trips.

13
 1014 R MD -Medium duty truck

In power, Medium duty truck that is commonly used in transport of goods, vegetable, cement
bags etc.

 914-Medium Duty Truck

It is an medium duty truck which is mostly used for the transports of vegetable, fruits etc.

14
 School Bus

It is a safe and comfortable way of transport, especially designed of children. This school bus
is built with advanced safety features, child friendly interiors and best in class ride quality to
ensure and delightful journeys.

 Tourist Bus

It is an air-conditioned and comfortable interior, under seats and enhanced ride quality keep
passengers relaxed no matter how long the journey is Along with these features, its extra
ordinary performance and fuel efficient.

15
 Staff Bus

It is a comfortable and cost effective mode of transit for employees. Exquisitely designed with
state -of-the-cost German engineering, the bus is loaded with features that completely fulfil the
commuters needs.

1.8 Competitors

Bharat Benz faces close competition among other commercial vehicle companies like TATA,
Eicher, Ashok Leyland, Force Motors, AMW etc.

16
1. Ashok Leyland: It is one of the biggest rival for Bharat Benz. Compared to the Bharat Benz
Leyland generates higher revenue of $274.8M.
2. TATA Motors: The second top company that competes with Bharat Benz and has a revenue
of 5.299% compared to them.
3. EICHER Motor: The third competitor for Bharat Benz which has a revenue of $729.8M
4. Ashok Leyland: It is one of the biggest rival for Bharat Benz. Compared to the Bharat Benz
Leyland generates higher revenue of $274.8M.
5. Volvo
6. Force Motors
7. AMW Motors

1.9 SWOT Analysis

This is the analysis which is taken by the organisation to identify its internal strengths and
weakness, as well as external opportunities and threats. Bharat Benz has various Strength
Weakness, Opportunities and Threats.

Strengths

 Superior quality of products: Bharat Benz provides superior and high quality products
to the customers; the trucks and buses of the company are of top rated quality.
 Superior technology allows Bharat Benz to meet the needs of the customers: The
technology used in Bharat Benz is German based which is a superior and updated
technology.
 Bharat Benz has loyal customers: The customers are so loyal to the company that they
are continuing with the company and buying the vehicles of company again and again.
 Bharat Benz products are unique from competitors: The vehicles sold by Bharat Benz
are unique in nature they provide good quality and technical products compared to
competitors.
 The Bharat Benz products are full efficient: The vehicles of Bharat Benz are fuel
efficient they give good mileage and performance.

Weakness

 Weak supply chain: Bharat Benz are weak in supply chain management sometimes the
supply of the vehicle takes more time which affects the sales of the company.

17
  Bharat Benz’s cost per unit of output is very high: The cost involved in production of a
unit is high compared to other competitor products.
 A weak cost structure, which means Bharat Benz production costs are high compared to
other competitors and it results in higher costs of trucks and buses.
 Limited service stations compared to the other competitors: The service stations of the
Bharat Benz are limited in numbers they are located only in few areas.
 Availability of spare parts is limited they are not available in the market: The spare
parts of the vehicles are available only with the authorised dealer or service station they
are not available in the outside market.

Opportunities

 Innovation: Greater innovation can help the Bharat Benz to produce unique products
which attracts the customers more and helps in increasing the sales.
 Introduction of new products can help Bharat Benz to expand their business and deliver
their customer base with new and updated products.
 Emerging markets can help the Bharat Benz to quickly expand: Indian automobile
industry is expanding rapidly and the market area of commercial vehicles is also
increasing, this helps the company to expand its market.
 New services can expand Bharat Benz business and diversify customer base: The new
services like Pro-Serv which is a faster service facility to customers, expansion of
service centres and new outlets.
 New technology help Bharat Benz to better meet customer, improved products, services
and technology builds barriers against rivals.

Threats

 Severe competition can lower the profits because competitors can entice customers
away with superior products with lower price.
 Volatile currencies make Bharat Benz investment difficult, because costs and revenue
change so rapidly.
 Entry of new companies with good quality vehicles can affect the sales of Bharat Benz.
 Fluctuations in the fuel prices: The fluctuations in the price of fuel can affect the sales
of the company, when the fuel price is higher the sales volume decreases automatically.

18
1.10 Future Growth and Prospective

 Increasing the number of manufacturing units to provide service to customers across

the country.
 Involvement of new technologies and the production of innovative products which
helps company to be superior compared to competitors.
 To become the Market leader of commercial vehicles in India and lead the
commercial vehicle industry sector in India.
 To open the new outlets and increasing the market share of the company.
 Increasing the sales volume by 10% every year.
 To become the number 1 ranked in trucks segment and bus segment.

1.11 Infrastructure Facilities at Bharat Benz

The Bharat Benz is a water efficient and power efficient plant with zero solid misuse discharge
facility. It is attached to national highway which helps the customers for easy transportation.
It’s a 10-acre wide plant with more than 150 employees working in it.

 Parking Facility
 Display Area
 Warehouse
 Service station
 Customers lounge
 Drivers lounge
 New Vehicle Delivery area
 Pantry
 Drinking Water
 Free Wi-Fi facility

Functional Department
1. Sales Department
2. Logistics Department
3. Marketing Department
4. Financial Department
5. Human Resource Management

19
1.12 Financial Statement

Ratio Analysis

For the year 2017-18

1) Profitability Ratio

Profitability ratio = proprietary fund/ Total assets*100

Year Proprietary fund Total assets Ratio

2017 1873.97 5585.45 33.55

2018 2553.66 6937.53 36.80

Interpretation

For every rupee generated in sales the company has 33 cents left over to cover basic
operating costs and profit.

2) Current Ratio

Current ratio= Current assets/ Current liabilities

Year Current assets Current liabilities Ratio

2017 5015.5 3545.34 1.14

2018 6021.38 4193.42 1.43

Interpretation

The current ratio is the classic measure of liquidity. It indicates whether the business can pay debts
due within one year out of the current assets. For example, a ratio of 1.5:1 would mean that a
business has Rs1.50 of current assets for every Rs1 of current liabilities.

20
3) Liquidity Ratio

Liquidity ratio= liquid assets/current liabilities

Year Liquidity assets Current liabilities Ratio

2017 1718.26 3545.34 0.48
2018 2286.22 4193.42 0.54

Interpretation

When the ratio is at least 1, it means a company's quick assets are equal to its current liabilities.
A ratio of 0.5, on the other hand, would indicate the company has twice as much in current liabilities
as quick assets making it likely that the company will have trouble paying current liabilities.

21
CHAPTER - 2

CONCEPTUAL BACKGROUND AND LITERATURE REVIEW

2.1 Conceptual Background

Customer

A customer can refer, as person who purchase or buy product or goods or service by a firm or
organization or business.

Satisfaction

Customer satisfaction is the act of fulfilment of one’s desire and wishes or expectation or
needs.

Customer Satisfaction

Meaning:

A customer satisfaction is one of the theoretical component and carrying among factors as the
value or quality of the product and service, the feature of service offered at impression of the
place where the manufactured goods or service is bought, and the cost of the product or service
within an organization. This customer satisfaction is the element of its profit or income, if firm
give good customer satisfaction it could touch its aim easily.

In the success of every business Customer satisfaction contributes a large part by knowing the
customer requirements in the products and services of the company allows business to know
whether they are fulfilling customer expectations are not and they should be flexible in making
strategies so that pre-determined objectives are achieved by making changes which is
demanded by the both internal and external factors.

Maximising the profits is core objective of every business to achieve this organisation should
perform consistently they should attract new customer and they need to retain the existing
customers by providing quality goods and services to the customers. They should always match
the customer expectation in customer feel his/her expectations re fulfilled they become satisfied
customers it helps the organisation to increase the sales which results in improvement in profits
of the company.

22
Factors Influencing Customer Satisfaction:

Product Quality:

When company provide quality of product and services to customer, customer will more liable
toward the company, when really satisfy with the product quality on that time customer never
switch towards the other brand.

Money Value:

The value of price fixed by the company on their product and services, when that price is really
worthy for that product on that time customer will more satisfied with the company.

Dependability:

The customers are expected to be fulfilled once the service worker “delivers the deal” by
achieving a similar level of performance. Responsiveness: Further and further customer
expected their provider to be willing and prepared to produce induce service & facilitate at the
reason of the later. Separate attention speed & adaptability are wanted.

Access:

Customer must be ready to increase access to the provider or dealer with the smallest of bother.
they essential educated to place-- up with goods accessibility service, however, hate limitless
delays in obtaining through whereas life observant to the 4 terms and to apparently specious
assurance that their customers are appreciated. They wish to discuss with family world health
organization can to their questions.

Consideration:

Customer requirements politeness respect and thought and friendliness from the societies they
communication over the counter and in a very centre (or) once sweet-faced with a facility
downside.

Message:

The proper information provided to customer regards changes in any policy and any new style
of brand come to the market, provide regularly information to the customer.

23
Trustworthiness:

Customers are a lot of probable to be satisfied if they notice an outcome of their knowledge that
the provider or dealer is reliable, reasonable and truthful. This is often maintained the data and
politeness showed by employees and their skills to inspire to trust & confidence.

Steps involved in Customer Satisfaction

 Encourage Face-to-Face Interaction:
The main activity involved in customer satisfaction is having a face to face interaction with the
customers. It's important to meet the customers regularly to keep in touch with them, they
should at least meet once or even twice during a project.
 Answer to messages promptly & Keep Your Clients Informed:
Responding to the customer messages queries and informing them about all the upcoming
activities is very much important for every organization.

 Be Friendly and Approachable:

The best possible way to satisfy the customers is by having a friendly and polite approach.
Always business needs to handle the customers politely they should not handle them in a
unprofessional manner.
 Have a Clearly-Defined Customer Service Policy:
It is an important document followed by employee to deal with customers who are not satisfied
with the products, services of the company. It clearly says how an employee should behave to
improve the customer experience.
 Attention to Detail:
It is very important to good attention towards the customers. Some of the small things like
greeting the customers with a bright smile and wishing them om their birthdays. By paying
attention to small details will earn loyal customers.
 Understanding customer needs and helping them:
It is very important to identify the needs of the customers and helping them in reaching the
satisfaction. However, achieving this supreme level of understanding with customers will do
wonders for working relationship.
 Meet your Promises:
It's the most important point to be followed in customer satisfaction. When the organization
promise something, they should deliver. Customers don’t like to be disappointed. On some
occasions, something may not get done, or company might miss a deadline through some fault
in this case a quick apology and assurance helps organization to manage the customers.

24
2.2 Literature Review

Title of the Objectives, Outcome or

Author/Researcher Gap Identified
Article/Study Findings

Steven A. Taylor, An assessment Administration quality and Multiple indicators are

Thomas L. Baker. of relationship customer satisfaction are used in the in the
Journal of between service broadly perceived as key study to collect the
retailing,volume:70. quality and impacts in the arrangement values for the first
1994: customer of shoppers buy goals In times. There is a
satisfaction in administration conditions. marginal discriminant
the formation of In any case, an audit of the in the study.
customers current writing recommends
purchase that the particular idea of
intentions. the connection between
these essential develops in
the assurance of customers
buy goals keeps on escaping
advertising researchers.
Haemoon Oh, Service quality, The creator proposes and In the study single
Department of customer tests an integrative model of element used for the
Hotel,Restaurant, satisfaction, and administration quality, measuring the service
and Institution customer value. customer esteem, and quality and there is no
Management,Iowa customer satisfaction. clarity in determining
State University, 11 Utilizing an example from measurement to be
MacKay Hall, the extravagance section of used.
Ames,IA 50011- the lodging business, this
1120, USA:1999. investigation gives
fundamental outcomes
supporting an all-
encompassing way to deal
with friendliness customers'
post buy basic leadership
process. The model seems
to have handy legitimacy

25
 just as logical capacity.

Gilbert A. Churchill An investigation The idea of shopper Research conducted to

and Carol into the satisfaction involves a focal know the satisfaction
Surprenant. Journal determinants of position in promoting of consumers for non-
of marketing customer thought and practice. durable products
research:1982. satisfaction. Satisfaction is a noteworthy which may not be the
result of promoting action same for the durable
and serves to interface products.
forms finishing in buy and
utilization with post buy
wonders, for example,
frame of mind change,
rehash buy, and brand
reliability.

Dr.Rebekah Examining the The creators address the Research says only
Bennett, Journal of satisfaction- idea of the connection customer satisfaction
Services Marketing loyalty between evaluative creates loyalty there
18(7):pp. 514- relationship. satisfaction and may be other reason
523:2004. unwaveringness. Ongoing for the customer
exploration proposes that loyalty.
this relationship isn't
straight and uni-directional
however curvilinear,
intervened by a few
connecting situational and
mental factors (Oliver,
1999).
Mohammad Impact of This examination has Data collected from
Muzahid Akbar and Service Quality, proposed a reasonable the respondents who
Noorjahan Parvez, Trust, and system to explore the are belong to the same
ABAC Journal Vol. Customer impacts of customers' company they are
29, No. 1 (January- Satisfaction on apparent administration using the services of a
April 2009. Customers quality, trust, and customer single company. The

26
 Loyalty. satisfaction on customer respondents who are
dependability. To test the residing in urban area
reasonable system, auxiliary are chosen for the
condition demonstrating study.
(SEM) has been utilized to
break down the information
gathered from 304
customers of a noteworthy
private media transmission
organization working in
Bangladesh.
Jackie L. M. Tam, The Effects of Administration quality saw Study ignored the
Journal of Service Quality, esteem and customer sponsors utilizing
Hospitality & Perceived Value satisfaction are factors of ecological themes to
Leisure Marketing: and Customer high enthusiasm to advance their
Vol. 6(4):2000. Satisfaction on advertisers. These factors marketing and
Behavioural have been recommended to motives are not
Intentions have an impact on considered.
customers' post-buy
conduct. The exploration
displayed in this article
expects to analyse the vital
job these factors play in
moulding post-buy conduct
inside the setting of eatery
industry. Information was
gathered by methods for
self-controlled polls.
Allan Yen-Lun Su, Customer Content investigation was Guest comment cards
Hospitality satisfaction utilized to decide the are considered for the
Management: measurement degree to which every study by considering
(2004) practice in inn's remark card single factor like guest
Taiwan hotels. configuration related to the comment cards
identified best practice effective results

27
 criteria. Results uncover cannot be obtained on
that no single lodging study conducted in
examined inside the study international and
test of this examination luxurious hotels which
meets all identified best may give different
practice criteria for their results if study
GCCs. conducted for
different customer
segment.
Qingyu Zhanga, Manufacturing Quick and sensational Data collected from
Mark A. flexibility: changes in customer desires, the respondents who
Vonderembseb, defining and rivalry, and innovation are are belong to the same
Journal of analyzing making an inexorably company they are
Operations relationships dubious condition. To react, using the services of a
Management:(2003) among makers are looking to single company. The
competence, improve flexibility over the respondents who are
capability, and esteem chain. Assembling residing in urban area
customer flexibility, a basic are chosen for the
satisfaction. component of significant study.
worth chain flexibility, is
the capacity to create an
assortment of items in the
amounts that customers
request while keeping up
elite.
Asaiah O. Ugboro, Top Top administration initiative The major limitation
Kofi Obeng. management and worker strengthening of the study is in the
Article in Journal leadership, are viewed as two of the study top management
of Quality employee most essential standards of leadership and
Management:July empowerment, absolute quality empowerment
2000 job satisfaction administration due to their considered as same in
and customer expected association with the study.
satisfaction in customer satisfaction.
TQM Accordingly, many top

28
 organization. administration initiative and
worker strengthening
techniques and practices
have been recommended in
the administration writing.
Thorsten Hennig- Customer With the execution of Respondents are
Thurau, orientation of administration faculty chosen for the study
Article in Internati service frequently comprising a are those who are
onal Journal of employees: Its noteworthy component of having access to the
Service Industry impact on an administration in internet. Quota
Management · customer essence, the customer sampling method is
December:2004. satisfaction, introduction of used where people
commitment, administration work force is don’t have internet
and retention. regularly viewed as a access are ignored.
principle determinant of
administration firms'
prosperity. Drawing on a
deductively determined
four-dimensional
conceptualization of the
customer introduction of
administration work force.
Rashad Yazdanifard, The impact of Green transformation, The research is
Igbazua Erdoo Green making strides toward restricted to the green
Mercy, Conference Marketing on environmental friendliness, product users which
Paper:January 2011 Customer ecological security, are based on
satisfaction and manageable way of life, environmental
Environmental economical advancement, benefits.
safety. ensuring our earth and a lot
more have turned into a
characteristic marvel in our
regular day to day existence.
Green promoting is a device
utilized by numerous

29
 organizations in different
businesses to pursue this
pattern.
Nai-Jen Chang and Green product Past examinations have The study was focused
Cher-Min Fong: quality, green given much consideration on only 3C products
2010 Academic corporate image, on item quality, corporate in Taiwan and only
Journals. green customer picture, customer product quality
satisfaction, and satisfaction, and customer considered for the
green customer faithfulness, however none study where service
loyalty. have investigated them quality ignored.
about green development or
ecological administration
angles. This investigation
needs to fill this
examination hole.
Dr Lynette M. Corporate social Reason – While the Research not focused
McDonald, Assoc. responsibility beneficial outcomes of CSR to identifying the CSR
Prof. Sharyn and bank are all around archived, initiatives which are
Rundle-Thiele, customer there has been little research more preferred.
International Journal satisfaction. looking to comprehend the
of Bank Marketing, impacts of CSR activities on
26 (3).2008. customer satisfaction. An
examination motivation is
proposed which assesses the
imaginable effect on
customer satisfaction of
CSR activities versus other
more customer-driven
activities.
Mehrdad Estiri, Determinants of Reason – The motivation Research says only
Farshid Hosseini customer behind this paper is to customer satisfaction
and Hamidreza satisfaction in elucidate and expand the creates loyalty there
Yazdani. Islamic banking: conceptualization and may be other reason

30
evidence from estimation of customer for the customer
Iran. satisfaction in the Islamic loyalty.
financial area in Iran.
Discoveries – The findings
from this examination
uncover that administration
quality in Iranian banking
embracing the business
configuration of Islamic
administrations has a two-
factor structure.

31
CHAPTER -3

RESEARCH DESIGN

3.1 Statement of the problem

1. To study and analyse on the satisfaction and expectation of consumer with regard to Bharat
Benz and its products.

2. To study the reason behind declining sales due to heavy competitors in the market.

3. To improve customer satisfaction by using alternative channel of service.

3.2 Need for the study

This study was conducted to analyse the customer satisfaction towards Bharat Benz products.
To know whether Customer satisfaction will affect the sales or not and how post purchase
services is going to affect the customer satisfaction how it indirectly helps in attracting new
customers.

3.3 Objective of the study

 To understand the satisfaction level of consumers.

 To understand the customer awareness level about Bharat Benz.
 To identify the demand of the customer.
 To understand the customer preferences while buying the commercial vehicle.
 To study the factors influencing consumer to go for specific brand.
 To understand the customer satisfaction level towards another brand.

3.4 Scope of the study

 The project is determining consumer’s perception towards Bharat Benz and its
products in recent trends.
 The study will help the organization to make innovative strategy to improve their
services to meet customer satisfaction.
 The study help the organization to understand the behaviour of individual while
purchasing commercial vehicle.
 Customer satisfaction level can be increased via considering various aspects.

32
  In this study we can know the market share of different competitor and accordingly
Formulate strategy to improve the market share.
 This study helps to enhance the marketing strategy of Bharat Benz.

3.5 Research methodology

Research Design

Research design is an art of clinical investigation this means that it includes systematic layout,
series, collections, evaluation and reporting the findings and solutions. It is simple plan for a
study this is used as manually in gathering and analysing the data. This research is based on
logical and systematic study of overall questions by using scientific tools and techniques later
data is analysed by using logical and scientific tools.

Descriptive Research

This study answering several questions starting with what, who, where, how and when this
research is very tough as well it evaluates eminent degree of high qualified skills understand
and solve the problem. In this study, I have used descriptive research design to conduct a
survey on customer satisfaction in Bharat Benz products.

Primary Data

The primary data are collected from Bharat Benz customers who has purchased commercial
vehicles from the authorised dealers of Bharat Benz. And it is also collected with the help of
the questionnaires the respondents are just 50 members, interview by the personal method to
help the more effective study on the customer satisfaction towards the company. The
questions are in the form of open and close ended.

Secondary Data

The secondary data will be collected by the help of brochure, journals, book in the libraries
and in the form of a various employee in the organization.

Research was conducted in Bharat Benz showroom where the customers come regularly to
meet their needs.

33
Sampling methodology

Sample is a part of target population, which is sensibly designated to symbolize the

population. Take a sample or samples of (something) for analysis.

Sampling design Non-probability

Sampling techniques Random sampling
Sampling unit Showroom visitors
Sample size 50 respondents
Timing of the survey 10.30 am to 5.00 pm
Location chosen for the study Bharat Benz, Nelamangala
Data analysis method Table and graphs
Sampling technique: Simple random sampling technique

Tools and techniques of data collection

Structured questionnaire

The questionnaire consists of 20 objectives of the study based questions. Each question will
be analysed based on response of each questions.

Percentage analysis

Percentage evaluation is the technique of represent raw streams of records as a percentage (a

factor in a 100%) for better expertise of amassed facts or data. It is expressed as,

Percentage = Number of Respondents* 100

Total number of respondents

3.6 Hypotheses:

Null Hypothesis-

HO: There is no relation between the customer’s response to complaints and feedbacks and
overall quality of service of Bharat Benz

Alternative Hypothesis-

H1: There is significant association between the customer’s response to complaints and
feedbacks and overall quality of service of Bharat Benz.

34
3.7 Limitations of the study

1. The project was restricted to a limited time period of six weeks only.
2. The project is completely based on customer satisfaction towards Bharat Benz
products.
3. Since the study was conducted only in Bangalore findings may not be applicable to
other areas where Bharat Benz products has its market presence.
4. Data given by respondents may limit to their own knowledge, feelings and awareness.
5. The research study has been restricted and limited to only Bangalore zone.
6. Some information are kept as confidential by the company.
7. The study is restricted only one basis of data provided by company and respondent.
8. Data provided by the customers are considered true.

35
CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

Table showing customer preference regarding Bharat Benz products.

Particulars No of Respondents % of Respondents

(a)Technology 12 24%
(b)Quality 4 08%
(c)Performance 34 68%
(d)Price 0 00%
Total 50 100%
Table.no.4.1

Data Analysis: From the above table analysed we found that 24% of respondents

satisfied about technology used by Bharat Benz and 08% of respondents feel that Bharat
Benz products are good in quality and 68% of respondents preferred Bharat Benz because of
their performance and 8% respondents prefer Bharat Benz because of the prices of the
products.

Customer Prefernce
80
68
70
60
50
40
Column3
30 24
20
8
10
0
0
Technology Quality Performance Price

Chart.no.4.1

Interpretation: As per the survey conducted at Bharat Benz This chart shows that people are
attracted more by the performance of the vehicle such as mileage, pick-up, power of the
engine and this results in the high sales.

36
Table showing customer satisfaction with reference to Bharat Benz products.

Particulars No of Respondents % of Respondents

(a)Yes 45 90%
(b)No 05 10%
Total 50 100%
Table.no.4.2

Data Analysis: From the above table analysed we found that 90% of the respondents are
satisfied with Bharat Benz products and 10% of the respondents feel non-satisfied.

Customer Satisfaction
100 90
90
80
70
60
50
Series 2
40
30
20 10
10
0
Yes Category 2

Chart.no.4.2
Interpretation: As per the survey conducted at Bharat Benz majority of the respondents are
happy with products sold by the Bharat Benz. This shows that the trucks and buses sold by the
Bharat Benz are of high quality and they are satisfying the customers regularly.

37
Table showing the comparison of superiority between the Bharat Benz trucks and other
competitor’s.

Particulars No of Respondents % of Respondents

(a)Yes 48 96%
(b)No 02 04%
Total 50 100%
Table.No.4.3
Data Analysis: From the above table analysed 96% of the respondents feel that Bharat Benz
products are superior than the competitor products and 4% feel they are not superior.

Superiority
120
96
100

80

60
Series 2
40

20
4
0
Yes No

Chart.no.4.3
Interpretation: As per the survey conducted at Bharat Benz 100% of the respondents are
saying that the products of Bharat Benz are superior than other competitor’s products. The
close competitors of Bharat Benz are TATA, Ashok Leyland, and Eicher. The trucks and bus
sold by Bharat Benz are superior than these company products.

38
Table showing customers response for the service provided by Bharat Benz.

Particulars No of Respondents % of Respondents

(a)Yes 38 76%
(b)No 12 24%
Total 50 100%
Table.No.4.4

Data Analysis: From the above table analysed 76% of the respondents are happy with the
service of vehicles and 24% of the respondents are unhappy with the service.

Satisfaction
80 76

70

60

50

40
Series 1
30 24
20

10

0
Yes No

Chart.no.4.4
Interpretation: As per the survey conducted at Bharat Benz majority of the customers are
happy with the service provided by them. Company can achieve the customer satisfaction by
providing best service to its customers, service plays an important role in sales too.

39
Table showing customer interest towards purchasing of new vehicles when interest rate
of financing is reduced.

Particulars No of Respondents % of Respondents

(a)Strongly Agree 10 20%

(b)Agree 40 80%

(c)Disagree 00 00%
Total 50 100%
Table.no.4.5
Data Analysis: From the above table analysed 20% of the respondents feel that reduction in
interest of financing will help customers to purchase new vehicles at Bharat Benz and 80% of
respondents agree with it.

Interest Rate
90
80
80
70
60
50
40 Series 1
30
20
20
10
0
0
Strongly Agree Agree Disagree

Chart.no.4.5
Interpretation: As per the survey conducted at Bharat Benz majority of the customers told
that the reduction in interest rate in financing will help them to buy new vehicles at Bharat
Benz.

40
Table showing customer response towards time taken to customer service.

Particulars No of Respondents % of Respondents

(a)Yes 30 60%
(b)No 20 40%
Total 50 100%
Table.no.4.6

Data Analysis: From the above table analysed 60% of the respondents feel that Bharat Benz
are on time and 40% of the respondents feel they are not on time and they are delay in
providing service.

Time Management
70
60
60

50
40
40
Column3
30

20

10

0
Yes No

Chart.no.4.6
Interpretation: As per the survey conducted at Bharat Benz majority of the customers told
that Bharat Benz people maintain time punctuality well and they provide the products at the
agreed time.

41
Table showing offers availed by customers while purchasing the Bharat Benz products.

Particulars No of Respondents % of Respondents

(a)Price Discount 12 24%
(b)Extra Gifts 6 12%
(c)Lower Finance Cost 0 0%
(c)No Incentives 32 64%
Total 50 100%

Table.no.4.7

Data Analysis: From the above table analysed during the time of purchase of new vehicle
24% of the respondents received price discount benefit 12% of the respondents received Extra
gift options and 64% of the respondents did not receive any of the benefits.

Respondents
70 64

60

50

40

30 Series 1
24

20
12
10
0
0
Price Discount Extra Gift Options Lower finance No incentives
cost

Chart.no.4.7

Interpretation: As per the survey conducted at Bharat Benz majority of the customers told
that they did not receive any incentives from the company. Few of the loyal and permanent
customers have got price discounts, gifts, as they are regular customers to the company.

42
Table showing spare parts availability at Bharat Benz.

Particulars No of Respondents % of Respondents

(a)Excellent 12 24%
(b)Good 6 12%
(c)Average 20 40%
(d)Poor 12 24%
Total 50 100%
Table.no.4.8

Data Analysis: From the above table analysed 24% of the respondents told that the
availability of spare parts is excellent 12% of the respondents told its good 40% of the
respondents told its average and 24% of the respondents told its poor.

Respondents
45
40
35
30
25
20
15
10
5
0
Excellent Good Average Poor

Chart.no.4.8

Interpretation: As per the survey conducted at Bharat Benz The Availability of spare parts in
the service station is average. The spare parts are not available outside in the market they are
very genuine and sold only at the authorised dealer shop.

43
Table showing the customers suggesting family, friends and others to buy Bharat Benz
products.

Particulars No of Respondents % of Respondents

(a)Yes 45 90%
(b)No 0 10%
Total 50 100%
Table.no.4.9
Data Analysis: From the above table analysed 90% of the respondents told they will refer
their friend’s relatives and colleagues to buy a product at Bharat Benz and 10% of the
respondents don’t refer.

Suggestion
100
90
90
80
70
60
50
Column3
40
30
20
10
10
0
Yes No

Chart.no.4.9
Interpretation: As per the survey conducted at Bharat Benz the existing customers are very
much happy with the products of Bharat Benz and they are ready to refer their friends,
relatives, and colleague to buy the vehicles of Bharat Benz. They have 90% loyal customers
who are very much satisfied with the products.

44
Table showing customers response about grievance handling by Bharat Benz.

Particulars No of Respondents % of Respondents

(a)Excellent 38 76%
(b)Good 6 12%
(c)Average 4 8%
(d)Poor 2 4%
Total 50 100%
Table.no.4.10

Data Analysis: From the above table analysed 76% of the respondents feel company’s
response to customer’s complaints are excellent, 12% of the respondents feel its good 8% of
the respondents feel its average and 4% of the respondents feel its poor.

Respondents

8 4
12
Excellent
Good
Average
76
Poor

Chart.no.4.10

Interpretation: As per the survey conducted at Bharat Benz majority of respondent’s rate
company’s response towards complaints and feedback as excellent. Helping customers and
solving the problems of the customers help the company to satisfy their customers better.

45
Table showing test drive facility at Bharat Benz before the purchasing the truck.

Particulars No of Respondents % of Respondents

(a)Yes 18 36%
(b)No 32 64%
Total 50 100%
Table.no.4.11

Data Analysis: From the above table analysed 36% of the respondents told they got the test
drive of the vehicle before purchasing and 64% of the respondents were not offered a test
drive before purchasing.

Respondents

36

Yes
64
NO

Chart.no.4.11

Interpretation: As per the survey conducted at Bharat Benz majority of the respondents 64%
of the customers were offered test drive at Bharat Benz before the purchase of the product.
Test Drive gives a good idea about the vehicle to the customers when they are provided test
drive.

46
Table showing customers response towards accuracy of on time service of Bharat Benz.
Particulars No of Respondents % of Respondents
(a)Ahead of time 2 04%
(b)On Time 20 40%
(c)Delay 28 56%
Total 50 100%
Table.no.4.12
Data Analysis: From the above table analysed 4% of the respondents told that the Bharat
Benz employees are ahead of time in maintaining time accuracy, 40% of the respondents told
they are on time and 56% of the respondents told they are delay.

Accuracy of time
60 56

50
40
40

30
Series 2

20

10
4

0
Ahead of time On Time Delay

Chart.no.4.12
Interpretation: As per the survey conducted at Bharat Benz majority of the respondents feel
the employees at Bharat Benz are on time in working and they provide service on time.
Customers should not be made to wait longer faster and on time service will help the
company to satisfy the customers well.

47
Table showing customer response towards service help desk staff.

Particulars No of Respondents % of Respondents

(a)Excellent 38 76%
(b)Satisfactory 12 24%
(c)Poor 0 0%
Total 50 100%
Table.no.4.13
Data Analysis: From the above table analysed 76% of the respondents told service advisors
are good in communicating the issues regarding the vehicle before servicing is excellent and
24% of the respondents told they are satisfactory.

Communication
0%
24%

Excellent
Satisfactory
Poor
76%

Chart.no.4.13
Interpretation: As per the survey conducted at Bharat Benz majority of the respondents told
that service people were able to communicate to the issues, this shows that they have a well-
trained service advisors with thorough knowledge.

48
Table showing overall rating of the Bharat Benz company.

Particulars No of Respondents % of Respondents

(a)Excellent 30 60%
(b)Good 4 8%
(c)Average 14 28%
(d)Bad 2 4%
(e)Poor 0 0%
Total 50 100%
Table.no.4.14

Data Analysis: From the above table analysed the overall rating of the company according
the respondents are: Excellent 60%, Good 8%, Average 28%, Bad 4%.

Respondents
0

4
28 Excellent
Good
60 Average
8
Bad
Very Bad

Chart.no.4.14

Interpretation: As per the survey conducted at Bharat Benz the overall rating for the
company is excellent majority of the customers feel they are top rated company. And the
company is doing well in overall activity.

49
Table showing customer response about post purchase communication.

Particulars No of Respondents % of Respondents

(a)Always 8 16%
(b)Sometimes 34 68%
(c)Yearly Once 0 0%
(d)Not Even Once 8 16%
Total 50 100%
Table.no.4.15
Data Analysis: From the above table analysed 16% of the respondents told that the service
advisors contact them after the service to check the condition of the vehicles always, 68% of
the respondents told they contact sometimes, and 16% of the respondents told they never
contact them.

Respondents

0 16 16

Always
Sometimes
Yearly once

68 Not Even Once

Chart.no.4.15
Interpretation: As per the survey conducted at Bharat Benz majority of the respondents told
that the service advisors contact the customers sometimes this is the area they need to improve
a bit.

50
Table showing the customer expectation and actual performance of the products.

Particulars No of Respondents % of Respondents

(a)Yes 42 84%
(b)No 08 16%
Total 50 100%
Table.no.4.16

Data Analysis: From the above table analysed 84% of the respondents told the vehicles of
Bharat Benz have met their actual expectation and they are happy with it and 16% of the
respondents did not get actual expected performance.

Expectation and Performance

90
80
70
60
50
40 Column3

30
20
10
0
Yes No

Chart.no.4.16

Interpretation: As per the survey conducted at Bharat Benz majority of respondents told
that they are satisfied and the product has met their expectations. A company can achieve its
goals when they satisfy their customers

51
Table showing customer willingness to make future purchases at Bharat Benz.

Particulars No of Respondents % of Respondents

(a)Yes 44 88%
(b)No 6 12%
Total 50 100%
Table.no.4.17
Data Analysis: From the above table analysed 88% of the respondents are ready to buy the
vehicles in future and 12% of the respondents are of other plans.

Future Purchase
100
88
90
80
70
60
50
Sales
40
30
20 12
10
0
Yes NO

Chart.no.4.17
Interpretation: As per the survey conducted at Bharat Benz the existing customers are ready
to continue with the products of the Bharat Benz. The customers continue with same brand
only when they are satisfied and happy with the products, majority of respondents nearly 88%
told they will continue to buy products of Bharat Benz.

52
Table showing brand name influence on purchase decision of the customers.

Particulars No of Respondents % of Respondents

(a)Strongly Agree 12 24%

(b)Agree 32 64%

(c)Disagree 06 12%

(d)Strongly Disagree 00 00%

Total 50 100%

Table.no.4.18

Data Analysis: From the above table analysed 24% of the respondents strongly agree that the
brand name of the company influence the customers, 64% of the respondents agree and 12%
of the disagree.

Brand Influence
70 64

60

50

40
Column1
30 24

20
12
10
0
0
Strongly agree Agree Disagree Strongly Disagree

Chart.no.4.18
Interpretation: As per the survey conducted at Bharat Benz the majority of the customers
feel that the brand name influences more on purchase decision of customers.

53
Table showing customer feedback about road side assistance during the breakdown.

Particulars No of Respondents % of Respondents

(a)Yes 36 92%
(b)No 24 8%
Total 50 100%
Table.no.4.19
Data Analysis: From the above table analysed 92% of the respondents told that Bharat Benz
provide road side assistance during the breakdown of the vehicles and 8% of the respondents
told they don’t provide road side assistance.

Respondents

Yes
NO

92

Chart.no.4.19

Interpretation: As per the survey conducted at Bharat Benz majority of the respondents told
that they were offered road side assistance during the breakdown of vehicle. This helps the
company to retain their customers trust.

54
Table showing customer response about employee behaviour with customer.

Particulars No of Respondents % of Respondents

(a)Yes 50 100%
(b)No 0 0%
Total 50 100%
Table.no.4.20
Data Analysis: From the above table analysed 100% of the respondents told that the
employees at Bharat Benz are customer friendly.

Respondents
0

Yes
No

100

Chart.no.4.20
Interpretation: As per the survey conducted at Bharat Benz 100% of the respondents told
that Employees at Bharat Benz are customer friendly. Customer Satisfaction is the main
objective of any company.

55
Hypothesis (Results obtained by the using statistical tools)

Hypotheses:

Null Hypothesis-

HO: There is no relation between the customer’s response to complaints and feedbacks and
overall quality of service of Bharat Benz

Alternative Hypothesis-

H1: There is significant association between the customer’s response to complaints and
feedbacks and overall quality of service of Bharat Benz

Descriptive Statistics
Mean Std. Deviation N
Rating for complaints and
3.6600 .71742 50
feedback
Overall rating of the
4.9400 .23990 50
company

Correlations
Rating for Overall rating of
complaints and the company
feedback
**
Pearson Correlation 1 .472
Rating for complaints and
Significance. (2-tailed) .001
feedback
N 50 50
**
Pearson Correlation .472 1
Overall rating of the
Significance. (2-tailed) .001
company
N 50 50
Interpretation:

From the above results it is observed that correlation between the customer’s response to
complaints and feedbacks and overall quality of service of Bharat Benz is 0.001 hence the
significance value is less than 0.05 so we can arrive at a conclusion that both the factors are
significant in nature, hence alternative hypothesis is confirmed. So there is significant
association between the customer’s response to complaints and feedbacks and overall quality
of service of Bharat Benz

56
CHAPTER 5
FINDINGS, CONCLUSION AND SUGGESTIONS

5.1 Findings

 It is found that customers like the performance of the Bharat Benz products very
much.
 It is observed that majority of the customers are happy with the services provided by
the Bharat Benz.
 It is found that majority of the respondents feel Bharat Benz products are superior
compared to the other commercial vehicles.
 It is found that customers like the performance of the Bharat Benz products very
much.
 It is found that Bharat Benz provides the vehicles at agreed time and majority of
customers feel they are on time.
 It is found that majority of the customers does not get any offers and discounts from
Bharat Benz during the time of purchase of new vehicles.
 It is found that availability of spare parts is average and they are not available outside
except the authorised showroom and service station.
 It is found that existing customers are happy to refer their friend’s relatives and
colleagues to purchase the vehicles of Bharat Benz.
 It is found that company responds well to the complaints and feedback of the
customers.
 It is found that majority of the customers are not offered test drive of the vehicle
before purchasing.
 It is found that Bharat Benz employees, service advisors, mechanics are o time and
work according to the time and customer’s needs.
 It is found that the service advisors are well trained and educated enough to explain
the issues of the issues of the vehicles during service.
 It is found that overall rating of the company is excellent from rating of 1 to 5 they are
rated 5 overall.
 It is found that sales representatives or service advisors contact sometimes and not
regularly in touch with customers.

57
  It is found that customers are happy with Bharat Benz products because the vehicle
have met the expectation of the customers.
 It is found that existing customers of Bharat Benz are ready to purchase the vehicles in
future too.
 It is found that brand name of the company “ Bharat Benz” has influenced the majority
of the customers a good brand name can attract the customers more.
 It is found that majority of the customers get road side assistance during the
breakdown of the vehicle.
 It is found that employees at Bharat Benz are customer friendly and treat their
customers well and provide the best service to satisfy them

5.2 Suggestions

 The customers who came to the service of their vehicles need a quick service
 There is no canteen facility inside the showroom, many drivers and owners come
from long place to get their vehicles serviced so by opening a small canteen inside
the plant will help the company to satisfy their customers.
 Increase the availability of spare parts
 By providing a test drive to the new customers will increase the sales of the
company.
 Appointing a celebrity or a sports person as a Brand Ambassador increases the
publicity of the company.
 Faster and quicker service helps the customers to meet their works and
commitments.
 Provide some gifts and offers to the customers when they purchase the new vehicle
which will encourage them to buy more products in future.
 Bharat Benz vehicles are superior compared to the competitors so it is their duty to
maintain the same quality of products.
 At present the availability of spare parts is limited and it is available only in the
showroom so they need to open new shops at different areas under their belt and sell
the spare parts.
 Bharat Benz should be in touch with their customers regularly and enquire about
the performance and condition of the vehicle.

58
  Bharat Benz should provide more road side assistance to the customer and they
should reach the place on time.
 Bharat Benz products are good at their performance so they should start
concentrating on price, quality and technology of the products.

5.3 Conclusion

The main intention of every company is to keep its customer happy. For the company to gain
to gain profit and revenues, customer loyalty plays an important role. To satisfying` the
customer organization need to understand the need of the consumers and prepare customized
products. The main purpose of the company is to make business and create good image in the
market. The customers are leading element in any success of the business.

The study reveals that many respondents are satisfied with vehicle performance after quality
service and service provided as per predefined standards. Also, satisfied with hospitality post-
sales service performance employees skilled and environment. Most of the respondents are
wanted to loyal towards brand due to its post sales performance and brand value its brand
image.

Contrarily to the above the study also reveals that there is a scope for improvement in the area
such as providing on time service delivery. The company should provide proper and exact
information about cost of service before and after.

The study helps me to understand the different factor influencing the service quality and steps
to be followed to enhance pre-defriend procedure to make the customer happy and loyal to
brand.

59
BIBLIOGRAPHY
 Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between
service quality and customer satisfaction in the formation of consumers' purchase
intentions. Journal of retailing, 70(2), 163-178.
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 Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of
customer satisfaction. Journal of marketing research, 19(4), 491-504.
 Akbar, M. M., & Parvez, N. (2009). Impact of service quality, trust, and customer
satisfaction on customers loyalty. ABAC Journal, 29(1).
 Tam, J. L. (2004). Customer satisfaction, service quality and perceived value: an
integrative model. Journal of marketing management, 20(7-8), 897-917.
 Su, A. Y. L. (2004). Customer satisfaction measurement practice in Taiwan
hotels. International Journal of Hospitality Management, 23(4), 397-408. Su, A. Y. L.
(2004). Customer satisfaction measurement practice in Taiwan hotels. International
Journal of Hospitality Management, 23(4), 397-408.
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defining and analyzing relationships among competence, capability, and customer
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 Hennig-Thurau, T. (2004). Customer orientation of service employees: Its impact on
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WEBSITES REFERRED

 WWW.Tridenttrucking.com
 WWW.Bharatbenz.com
 WWW.TridentAutomobiles.com

ANNEXURE

Questionnaire
1. What do you like in Bharat Benz products?

A] Technology B] Quality C] Performance D] Price

2. Are you happy with the trucks sold by the Bharat Benz?
A] Yes B] No
3. Do you feel Bharat Benz trucks are superior to trucks sold by competitor?
A] Yes B] No

4. Are you satisfied with service provided by Bharat Benz?

A] Yes B] No

5. Reduction in interest rate for financing will help owners to go for new vehicles at Bharat
Benz.?
A] Strongly Agree B] Agree C] Disagree

6. Was the truck ready at the agreed time?

A] Yes B] No

7. Did you obtain any of the following incentives while purchasing at Bharat Benz?
A] Price discount B] Extra gift options
C] Lower finance cost D] NO incentives
8. How do you rate availability of spare parts of Bharat Benz?
A] Excellent B] Good C] Average D] Poor

9. Will you recommend Bharat Benz vehicles to your friends/family/colleague?

A] Yes B] No

10. How do you rate company’s response to complaints and feedback?

A] Excellent B] Good C] Average D] Poor

11. Were you offered a test drive of the truck before purchasing at Bharat Benz?
A] Yes B] No

12. How accurate Bharat Benz people are with time?

A] Ahead of time B] On time C] Delay

13. Was our service people able to communicate or explain the issues / queries
appropriately?
A] Excellently B] Satisfactory C] Poor

14. How do you rate overall quality of sales and service of Bharat Benz?
A] Excellent (5)
B] Good (4)
C] Average (3)
D] Bad (2)
E] Very Bad (1)

15. How often the sales representative contacted the customer after the sales?
A] Always B] Sometimes C] Yearly Once D] Not even once

16. Are you satisfied with the performance and did it reach your expectations?
A] Yes B] No
17. In future, will you continue to buy the products of Bharat Benz?
A] Yes B] No If No specify the reason.

18. Whether the Brand Name Influences the customers to buy the products?
A] Strongly Agree B] Agree C] Disagree D] Strongly Disagree

19. Does Bharat Benz Provide road side assistance during breakdown?
A] Yes B] No

20. Do you feel Bharat Benz employees are customer friendly?

A] Yes B] No
Balance sheet of Bharat Benz as on year ended 31st march 2017-2018

Particulars As at 31st march As at 31st march

2017 2018

Rs (in crore) Rs ( in crore)

ASSETS

1. Non- Current Assets

Property, Plant & Equipment - 94.97

Capital work-in –progress - 2.41

Intangible Assets 260.93 458.81

Intangible Assets under development - 9.44

Financial assets

Investment -

Loans 230.73 266.99

Others 1.87 0.33

Other non-current Assets 76.42 83.20

1.Total non-Current Assets 569.95 916.15

2. Current Assets

Inventory’s 3,297.24 3,735.16

Financial Assets

Trade receivable’s 114.87 228.06

Cash and cash equivalent 89.49 128.45

Bank balance Other than Cash and c - 27.59

Cash equivalents
Loans 1,014.06 1,440.42

Others 17.62 410.62

Other non-current Assets 482.22 447.08

Total current Assets 5015.5 6.021.38

Total Assets 5585.45 6937.53

EQUITY AND LIBILITIES
Equity

Equity share capital 8.70 94.36

Other equity 1.865.27 2,459.30

Total equity 1,873.97 2,553.66

Liabilities
1. Non-Current liability

Financial liability

Borrowings - 0.81

Provisions 31.94 45.48

Other Non- current liabilities 134.20 144.16

Total non- current liabilities 166.14 195.45

2. Current liabilities

Financial liabilities

Borrowings 968.20 1,077.59

Trade payable 2,208.50 2,779.99

Other financial liability 167.70 180.62

Other current liability 194.04 149.55

Provisions 6.90 5.67

Total current liabilities 3545.34 4193.42

Total equity and liability 5,585.45 6,937.53

 A CHARYA INSTITUTE OF TECHNOLOGY
DEPARTMENT OF MBA
ACHARYA
PROJECT (17MBAPR407) -WEEKLY REPORT

NAME OF THE STUDENT: Dilip Kumar M

INTERNAL GUIDE : Archana Vijay
USN : 1IA17MBA18
COMPANY NAME : Bharat Benz ,Trident Automobiles Pvt Ltd
EXTERNAL INTERNAL
WEEK WORK UNDERTAKEN GUIDE GUIDE
SIGNATURE SIGNATURE

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Jan 2019 Profile

Preparation of Research

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instrument for data
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