A

PROJECT REPORT ON
TO STUDY CONSUMER SATISFACTION TOWARDS MARUTI SUZUKI
CARS
(A Case Study of Palampur Town)
SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF DEGREE OF MASTERS IN BUSINESS
ADMINISTRATION

Submitted by: Disha Awasthi

Submitted to: Mr. Suneet Kumar
University Roll No. -22014326020
4th Semester MBA
Academic session 2022-2024

Himachal Pradesh Technical University off-Campus Business School at Rajiv

Gandhi Government Engineering College Nagrota Bagwan, kangra Himachal
Pradesh (176047)

1
 CERTIFICATE

Himachal Pradesh Technical University Business School [HPTUBS]

Rajiv Gandhi Government Engineering College [RGGEC]
Kangra at Nagrota Bagwan (Massal) Himachal Pradesh [India] — 176047

This is to certify that I Disha awasthi have carried out the research proposal
embodied in the present field report for the partial fulfillment of the degree of Master
in Business Administration as per the ordinances of Himachal Pradesh Technical
University. I declare to the best of my knowledge that no part of this project report
was earlier submitted for the award of Master in Business Administration and other
research degree of any University.

Name: Disha awasthi

MR. Suneet kumar
Supervisor

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 ACKNOWLEDGEMENT

I would like to express our special thanks to our Guide Professor “Mr.
Suneet kumar ” for their able guidance and support in the completion of
our project.

I would also like to extend our gratitude to the HOD MR. SUNEET KUMAR
of HPTU OFF CAMPUS BUSINESS SCHOOL AT RAJIV GANDHI
GOVERNMENT ENGINEERING COLLEGE NAGROTA BAGWAN for
providing us with all the facilities that was required.

It would be unfair if I don’t express my gratitude to my Parents and All My

Friends for their active cooperation which was of great help during the course.

Disha Awasthi

22014326020

3
 DECLARATION

I, Disha awasthi, student of "HPTU OFF CAMPUS BUSINESS SCHOOL AT

RAJIV GANDHI GOVERNMENT ENGINEERING COLLEGE NAGROTA
BAGWAN "hereby declare that this project work titled “Consumer Satisfaction
Towards Maruti Suzuki Cars” is our original work and no part of it has been
submitted for any other degree purpose or published in any other form till date.

Disha Awasthi

22014326020

4
 PREFACE

This project work is essentially the result of Research which is mandatory to

be undertaken on the partial fulfillment of the course Masters of Business
Administration. The present study entitled “Consumer Satisfaction
Towards Maruti Suzuki Cars”. Despite best endeavours, the project report
is not a work of excellence as it is student’s attempt to watch record and
understand the business activities and practical aspect of business by
applying theoretical knowledge and concepts.

Disha Awasthi
(22014326020)

5
 TABLE OF CONTENTS

Sr. No. Particulars Page No.

Introduction of Consumer Satisfaction and

Chapter 1 Conceptual Framework,company profile
7 - 23

Chapter 2 Review of literature 24 - 28

Research Methodology (Objective, need and Scope

of study, Limitations, Research Design, Mode of 29 - 32
Chapter 3
data collection)

Chapter 4 Data Analysis and Interpretation 33 - 51

Findings. 52- 53
Chapter 5

Chapter 6 Suggestion 54-55

Chapter 7 Conclusion. 56 - 57

Chapter 8 References and Bibliography. 58 - 59

Questionnaire. 60 - 63

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 CHAPTER 1

INTRODUCTION

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 INTRODUCTION

As organizations become increasingly customer focused and driven by

demand, the need to gain customer loyalty and retain their loyalty is
critical. Customer satisfaction is the most effective way to achieve
customer loyalty. Customer satisfaction and customer loyalty share many
similar traits. Customer value is the customer ‘s perception of the ratio of
benefits to what he or she gives to obtain those benefits. The customer
Value Triad is a framework used to understand what it is that customers
want. The framework consists of three parts:

(1) Perceived product quality

(2) Value-based pricing

(3) Perceived service quality

Customers are satisfied, when value meets or exceeds expectations. If

their expectations of value are not met, there is no chance of satisfying
them. Figuring out what the customers want, however, is a difficult and
complex process. To be able to create and deliver customer value is
important to understand its components. On the most basic level, value
from a customer ‘s perspective is the ratio of benefits to the risks being
taken while buying the product

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 CUSTOMER SATISFACTION AN INSIGHT

Customer Satisfaction

Customer Satisfaction is the term which measures the degree of satisfaction of a

customer from a product and services supplied by a company.

Customer- A customer is a n individual or business that purchases another company's

goods and services.

Satisfaction- Satisfaction is the pleasure that you feel when you do something or get
something that you wanted or needed to do or get.

Customers Satisfaction to a company can be defined as:

The company's ability to fulfill the business, emotional, and psychological needs of its
customers;

 Quality of service delivery expected by the customers.

 An internal drive to satisfy an Unsatisfied need of customer.

 Providing good service in a pleasant manner and meeting the customer's

expectations;

The measure of the degree to which a product or service meets the customer's
expectations;

Comparison of expectations versus actual experience.

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Why Customer Satisfaction is important?

Satisfied customers contribute to customer retention and reducing churn. It leads to

fewer spending or more budget to spend on other activities. It brings in more revenue
and also word of mouth. And the pursuit of keeping our customers satisfied will
enable us to continually improve upon our support functions, call center interactions,
our communications and the product itself. It will also help us set the stage for the
next task - winning customer loyalty.

We've already seen that customer satisfaction is a leading indicator to purchase

intentions and customer loyalty. Customer loyalty is also a lagging indicator of
customer retention

According to Harold E Edmondson “Customer Satisfaction” seems to

appear in print more frequently than any other catch phrase used to
describe a new found magic for industrial success. Before we proceed
in to the study of the dynamics of Customer Satisfaction it is important
to know about, who a customer is and what satisfaction really means.

Who really is a customer?

The question of defining who your customers are seems fairly easy
particularly if you have segmented your market properly and
understand who you are trying to satisfy.
However, subtlety that frequently goes undetected by many firms is that
customer set can be divided into two parts, the apparent customer and
the user. The apparent customer is the person or group of people who
decide what product to buy and basically have control over the purse
strings. The user is a person or group who physically uses the product
or is the direct recipient of a service.

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What does satisfaction really mean?

As in defining customer above, defining satisfaction also appears

simple. However as with customer there is a subtlety that needs
addressing. Satisfaction by most definitions simply means meeting the
customer’s requirement.
Customer satisfaction is a concept that more and more companies are
putting at the heart of their strategy, but for this to be successful they’re
needs to be clarity about, what customer satisfaction means and what
needs to happen to drive improvement. Without this, there is a risk that
customer satisfaction becomes little more than a good intention, with
confused objectives failing to address the real issues for customers, one
helpful way to look at the problem is to rephrase the objectives: set the
sights on helping the customers meet their goals.

Customer satisfaction can be defined in many different ways. Finding

the right way for a company depends on understanding your customer
and on having a clear vision of the role that customer satisfaction is to
play in the strategy.

Building a company around Customer Satisfaction:

With the increase in customer’s demands and competition it has become

a lot more important to base the entire company on customer service.
When doing this one must first realize that every member of an
organization plays an active role in customer service. This includes
both external customers and internal customers within a company.

Customer focused organizations focus both on customer satisfaction

and profit. Achieving customer satisfaction generates the profit. In these
organizations top management has frequent contacts with external
customers. The top management uses consultative, participative, and
supportive management styles to get through to the customer. The staff

11
focuses all of its attention on satisfying the customer ‘s needs. However,
the management ‘s job is to provide the staff with support necessary to
achieve these goals. The other department and staff in the organization
that do not have direct contact with the external customers deal
exclusively with internal customer satisfaction.

Internal Marketing – How it affects Customer Satisfaction:

Successful companies make every effort to ensure satisfaction to

their customer by focusing all organizational efforts of the
company on providing superior customer service. By doing this
these companies hope to retain their existing customers and
attract new ones. Only angle of customer satisfaction commonly
over looked is the internal aspect.
Internal marketing helps members or employees of an organization
understand and fulfil their roles in implementing its marketing strategy.
Internal marketing not only keeps employees happy, it also shows them
how their actions affect the firm ‘s ability to achieve customer
satisfaction.

Customer Satisfaction as part of Service Profit Chain:

Customer satisfaction survey for Maruti Suzuki is the project conducted

for Maruti Suzuki Automotive pt. Ltd . Today Companies are facing
toughest competition ever.The intense competition makes the
companies to take the necessary steps.To retain their existing customer
as well as attract new once. In the environment of advancement of the
technology the companies are trying hard to keep the pace with latest
development.

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This survey will help the company to know the customers satisfaction
level and feedback of customers at the product . It will also help
company to know about the competitors.
This will help company to know about wants and expectation of
customers.

The company can also know if there are any problems faced by the
customers in that region. This survey has conducted a geographical are
in Palampur .

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 COMPANY PROFILE
MARUTI SUZUKI
Formerly Maruti Udyog Limited
Type Public

Traded as BSE: 532500

NSE: MARUTI
BSE SENSEX Constituent
NSE NIFTY 50 Constituent
ISININE585B01010

Industry Automotive

Founded 24 February 1981; 42 years ago

Founder Government of India Suzuki Motor

Corporation

Headquarters New Delhi, India

Area served India

Key people R. C. Bhargava (Chairman)

Hishahi Takeuchi (Managing Director &
CEO)
Kenichi Ayukawa[3] (Executive Vice
Chairman)
Shasank Srivastava (Executive Director)

Products Automobiles
Commercial vehicles
Automotive parts

Production output Increase 1,563,298 units (2020)

Services Automotive finance

Vehicle service

Revenue Increase ₹119,712 crore (US$15 billion)

(2023)

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Operating income Increase ₹10,323.10 crore (US$1.3
billion) (2023)

Net income Increase ₹8,211 crore (US$1.0 billion)

(2023)

Total assets Increase ₹84,596.90 crore (US$11

billion) (2023)
Total equity Increase ₹61,791.30 crore (US$7.7
billion) (2023)

Number of employees 16,025 (2021)

Parent Suzuki Motor Corporation

Website www.marutisuzuki.com

Maruti Suzuki India Limited is an automobile manufacturer in India. The company is

headquartered in New Delhi.It is a public company founded by Government of India
on 24th February 1981. On October 1982 the company merged with Suzuki Motor
Corporation a Japanese automobile company. Maruti Suzuki is a 56.21% owned
subsidiary of Suzuki Motor Corp. R.C. Bhargava is the Chairman and Kenichi
Ayukawa is the Managing Director & CEO of the company.

15
History

Maruti Suzuki was formerly known as Maruti Udyog Limited and was founded by the
Government of India in 24 February 1981. The first manufacturing factory of Maruti
was established in Gurugram, Haryana same year. In 2 October 1982 the company
signed the license and joint venture agreement with a Japanese automobile company
Suzuki Motor Corporation. In the year 1983 the company launchedits first vehicle
named as Maruti 800. In the next year the company launched its first minivan Maruti
Omni and the next year they launched Gypsy in the market.

In the year 1987 the company forayed into the foreign market by exploring first lot of
500 cars to Hungary. In the year 1990 the company launched its first three-box car
Sedan. In the year 1992 Suzuki Motor Corp Japan increased their stake in the
company to 50%. In the year 1993 they introduced Maruti Zen and in the next year
they launched Maruti Esteem in the market. In the year 1993 Maruti Suzuki
commenced their second plant. The company introduced Maruti Service Master as
model workshop in India to look after sales services in 1997. The company launched
Maruti Alto in the year 2000 in the market. Suzuki Motor Corp increased their stake
in the company to 54.2% in 2002. In January 2002 10 finance companies were
introduced by the company in Mumbai. The year 2005 was very big and an important
year for the company as it launched the first world strategic model from Suzuki Motor
Corp 'the Swift' in India. The next year they launched Wagon R Duo with LPG and
also the new Zen Estillo. The company introduced its first luxury sedan Suzuki SX4
in the Indian market in 2007. In the year 2008 Maruti Suzuki launched Swift I)zire a
bigger version of Maruti Suzuki Swift.

In the month of August in 201 1 Maruti Suzuki Swift became on of India's largest
selling car, with a total of 5, 72,824 units sold in 6 years. From year 201 1 to 2017 it
sold an unprecedented 12,02,1 19 units at an average of about 2 lakhs unit per year.
Overview of Maruti Suzuki

1983
The company was incorporated with the launch of iconic Maruti 800. First batch of
Maruti Suzuki cars was assembled.

16
1984
Maruti Suzuki launched Omni- a multi-purpose car.

1990
Maruti Suzuki launched India's first luxury car, Maruti 1000

1991
Received the 1991 Corporate Performance Award by the Economic Times- Harvard
Business School Association.

1993
Launched India's first hatchback car, 'Zen'.

1996
Launched India's first 24 hours on-road service.

2000
The first car company in India to start a customer care centre. The company was
awarded 'Highest Exporter Award'.

2001
Entered into pre-owned cars segment. Opened True Value, its first pre-owned cars
outlet in Bangalore.

2005
Ranked 91 st in Forbes list of World's top 200 Most reputed Companies. Ranked 7 th
the automotive sector.

2008
Launched 'A-Star', world's fifth strategic models. It also launched National Road
Safety Programme in the same year.

2012

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Ranked first in India in customer satisfaction for the 1 3 th time in a row.

2016
Exported first 'Made in India' car to Japan.

2018
Market leader in the passenger vehicles segment and held around 54 per cent market
share in the segment in November 2018. The company crossed its cumulative
production milestone of four million two wheelers from its Gurugram-based plant.

2019
Maruti Suzuki crossed the 20 million sales milestones of its cars in India in last 37
years. Maruti Suzuki today flagged off one of its kind mobile NEXA terminal, taking
NEXA experience to markets where it its currently not presented. Maruti Suzuki goes
greener with environment friendly BS6 range of vehicles. Maruti Suzuki India
emerged as a leader by achieving milestone of one million Utility Vehicles cumulative
sales.

2020
Maruti Suzuki introduced BS-VI compliant Tour S CNG & Tour S with optional
(petrol & CNG) variants.

Products and Services of Maruti Suzuki

The products of Maruti Suzuki are divided into four distinct retail channels:

MARUT' SUZUKI ARENA

Maruti Suzuki Arena

Maruti Suzuki Arena offers new showrooms with intractive tech for seamless buying
and customising. It has more customer friendly experience which sports a modern
look, offering customer-friendly environment. Maruti has embraced digital technology
for streaming the process of purchasing or customising cars.

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Hatchback

A hatchback is a car with a hatch-type rear door that often opens upward and often a
shared volume for the passenger and cargo areas. When the body style of a car is
described as a hatchback, typically it refers to a utilitarian small car; however
hatchbacks are also used on sports cars, SUVs, and large luxury cars.

Sedan

A sedan is a passenger car in a three-box configuration with separate compartments

for engine, passenger, and cargo. Sedan's first recorded use as a name for a car body
was in 1912.

MUVs/SUVs

SUV stands for Sports Utility Vehicle, while MUV stands for Multi Utility Vehicle,
Both ofthem are known as family vehicles because of large dimensions and more
space to transfer people or items.
Vans

A van is a type of road vehicle used for transporting goods or people. Depending on
the type ofvan, it can be bigger or smaller than a truck and SUV and bigger than a
common

Maruti Suzuki NEXA

NEXA is a retail network from Maruti Suzuki that offers luxury cars that caters the
high-end consumers who have gone beyond their first cars and are now looking for an
experience. It offers a high level of sophistication and is based on the principles of
exclusivity, pampering and listening to the customers

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Maruti Suzuki Commercial

Maruti Suzuki Commercial deals in sales of commercial vehicles that can be used to
transport goods and passengers.

TRUE VALUE

Maruti Suzuki True Value

Maruti Suzuki True Value is India's largest certified used car dealer network with
around 1252 outlets spread across 942 cities.Maruti Suzuki True Value system and
process ensure that transactions made for used cars are fair and transparent.

India's pre-owned car market is growing and mature in tendum, and Maruti Suzuki
True Value is at the forefromt of it. Its sole and overriding objective is to empower
both the pre-owned car buyers and sellers, through a methodical integretion of
technology and industry experience.

SERVICES

Sales and service network

Maruti Suzuki has a total number of 3,598 outlets across 1,861 cities in India. The
company aims to double its sales network to 4,000 outlets by the end of 2020. It has
3,792 service stations across 1,861 cities throughout India.

Maruti Suzuki's dealership network is larger than that of enough known companies
comboned. Service is a major revenue generator of the company. Most of the service
stations are managed on franchise basis, where Maruti Suzuki trains the local staff.

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Also, The Express Service stations exist, sending across their repair man to the
vehicle if it is away from a normal service center.

Maruti Insurance

Maruti Insurance was launched in 2002. It provides vehicle insurance to its customers
with the help of the National Insurance Company, Bajaj Allianz, New India Assurance
and Royal Sundaram. The service was set up the company with the inception of two
subsidiaries Maruti Insurance Distributors Services Pvt. Ltd and Maruti Insurance
Brokers Pvt. Limited.

Maruti Finance

With an intention to promote the bottom line growth, Maruti launched Maruti Finance
in January 2002. Maruti had started two joint ventures Citicorp Maruti and Maruti
Countrywide with City Group and GE countrywide respectively to assist its client in
securing loan.
For this, Maruti tied up with ABN Amro bank, HDFC bank, ICICI Bank, Kotak
Mahindra, Standard Chartered bank and Sundaram Finance to start this venture
including its strategic partners in car finance. In March 2003, Maruti entered into a
strategic partnership with State Bank of India.

Maruti Driving School

Accidents and Road Safety has always been a key concern area for both the
government and people on the road. With an objective to improve road safety and
inculcate safe and systematic driving habits among people, Maruti Suzuki has opened
Maruti Driving Training School (MDS). These driving schools are equipped with
Practical Training and Attitude Training. World class driving simulators are used to
give a hands-on feel to learners before taking the vehicles on the road. Having started
in Bangalore in March 2005, Maruti Driving School has spread its network
throughout the country in collaboration with the dealers; the company has set up over
200 Maruti Driving Schools across the country

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Maruti Care App

Maruti Care is an application that can be downloaded free of charge from respective
app stores. The application enables car owners to have better control over different
services offered by Maruti. The application helps to store all customer service needs
like car service/maintenance & dealer network etc. With the help of the app past
records and the status of the car's service can be checked easily and can give feedback
for the service availed.

Maruti Road Side Assistance

Maruti Road Side Assistance is a 24*7 avail service which offers roadside assistance
anywhere anytime with a quick response team of two-wheeler rider mechanic through
Maruti Care App or Calling Maruti Suzuki toll free number.

Departments of Maruti Suzuki

Maruti Suzuki, an automobile manufacturer based in India, operates various

departments to manage different aspects of its business. Here are some key
departments typically found in Maruti Suzuki:

1. Research and Development (R&D): This department is responsible for

conducting research, designing new vehicles, developing innovative technologies, and
improving existing products. They focus on enhancing vehicle performance, fuel
efficiency, safety features, and overall customer experience.

2. Manufacturing and Production: The manufacturing and production

department handles the actual production of vehicles. It includes various sub-
departments such as body shop, paint shop, assembly lines, quality control, and
logistics. Their primary goal is to ensure efficient and high-quality production
processes to meet customer demands.

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3. Sales and Marketing: The sales and marketing department is responsible for
promoting and selling Maruti Suzuki vehicles. They develop marketing strategies,
conduct market research, manage advertising campaigns, and work closely with
dealerships to increase sales and market share. This department also focuses on
customer relationship management and after-sales services.

4. Service and Customer Support: This department oversees the service centers
and after-sales support provided to Maruti Suzuki customers. They handle vehicle
maintenance, repairs, warranty claims, and customer inquiries. The service
department plays a crucial role in ensuring customer satisfaction and retention.

5. Finance and Accounts: The finance and accounts department manages

financial operations, including budgeting, financial planning, cost analysis,
accounting, and financial reporting. They ensure compliance with financial
regulations, handle treasury operations, and provide financial support and guidance to
different business functions within Maruti Suzuki.

6. Human Resources (HR): The HR department is responsible for managing

human resource activities, such as recruitment, employee onboarding, training and
development, performance management, compensation and benefits, employee
relations, and HR policies. They focus on creating a positive work environment and
ensuring employee well-being.

7. Procurement and Supply Chain: This department handles the sourcing and
procurement of raw materials, components, and parts required for vehicle production.
They also manage relationships with suppliers, negotiate contracts, monitor inventory
levels, and optimize the supply chain to ensure smooth production operations.

8. Legal and Compliance: The legal and compliance department ensures that
Maruti Suzuki operates within the legal framework and complies with relevant laws
and regulations. They handle legal matters, contracts, intellectual property rights, and
other legal aspects of the business.

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 CHAPTER 2

REVIEW OF LITERATURE

24
 REVIEW OF LITERATURE

William Hom (2000) presents two broadly classified customer

satisfaction models viz. Macro-models, which place the customer
satisfaction among a set of related constructs in marketing research and
Micro-models, which theorize the elements of customer satisfaction. The
paper also gives the various models of customer satisfaction from the
perspective of the marketing research discipline.

Vavra, T.G. (1997) in his book suggests specific programmes to improve

the measurement of customer satisfaction in an organization. The author
describes five critical skills required for this task viz sampling / customer
participant selection. Questionnaire design, interviewing / surveys
administration, data analysis and quality function deployment building
action plans.

Peyton R.M. (2003) in their working paper submitted at the Allied

Academics International Conference presented a comprehensive review
of the literature on various Customer Satisfaction and Dissatisfaction
(CS/D) theories proposed. The literatures are specifically prior to the
1990s. The review focuses on the major components of the
decisionmaking process also addresses the measurement related issues
relevant to this body of literature.

Customer Satisfaction by Philip Kotler

Philip Kotler defines customer satisfaction as a ' person's feeling of

pleasure or disappointment, which resulted from comparing a product's
perceived performance or outcome against his/her expectations'. Although
Kotler uses abstract terms like pleasure and disappointment, the definition
is by no means ambigious.

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Customer satisfaction = f (perceived performance, buyer's expectation)

According to this definition, the satisfaction goals are established by the customers
themselves before they set out to make a purchase. This is also why they start looking
for more information at this point — reviews, comparisons, alternatives, etc. Your
website, content marketing efforts, and presence on other review sites make a
difference at this point. So do customer stories and testimonials.

Addition by AK Rai, while Rai agrees that customer satisfaction depends on perceived
performance and expectations, he lays down a more detailed customer satisfaction
formula: Customer satisfaction = Customer perception of the service received —
Customer expectation from the service

The Zeithaml and Bitner model

The customer satisfaction definitions we saw so far do not factor in some key
parameters — like price, for instance. So, Zeithaml and Bitner went ahead and
developed a customer satisfaction model that not only includes price but also personal
factors. Quality and price are pretty much in control ofthe product companies or
service providers. But how does one take stock of situational and personal factors?
This is where building user personas come in handy, both for B2B and B2C players.

Customer Satisfaction

The nature of customer care is very much service oriented as most goods are
consumed at the same time as services are experienced. To satisfy a customer, the
supplier needs to have the services that the customer requires (Davidow, 1986), If the
customer perceives a service in a certain way, but expected less, then the customer is
satisfied, as the formula in Figure 2 shows. People and organisations that use
professional services are traditionally prepared to pay high fees for the services,
because of the uncertainty, importance, and risk involved. The customer wants to
know that they get the required attention. A service firm that is able of project a caring
image and backing that image with substance is likely to success (Maister, 1997).

26
The customer anticipates how the service will be performed and that is added to
his/her expectations. Customers have previous experiences and, based on those
experiences, customers expect a service to be delivered in a certain way, which can be
considered company-controlled expectations creators. Uncontrollable creators are
actions of the competition and word of mouth. Over time these company controllable
and uncontrollable expectations creators together form the customer's standards.
Customers compare services according to certain standards with which they are
familiar and those do not necessarily relate to the service that is performed (Barsky,
1995, Friday and Cotts, 1995 and Oliver, 1996).

According to Wellemin (1984)

After sales service has changed drastically in recent decades. Customers have become
more dependent on efficient operation of suppliers' equipment, services are labour
intensive and cost of labour has risen, products intended for the same markets are
becoming more similar, customers are increasingly selective as they seek value for
money, and social changes have reflected to services, for example when a service
force works in the customer's premises, the supervision is frequently minimal.

Past researches on Customer Satisfaction of Maruti Suzuki

Singh and Srivastava (2013)

Study showed various factors affecting customer satisfaction towards Maruti Suzuki.
Exceptional customer service results in greater customer retention, which in turn
results in higher profitability. Customer loyalty is a major contribution to sustainable
profit growth. Measuring customer satisfaction provides an indication of how
successful the organization is at providing products or services to the marketplace. It
also concluded that all the factors considered in the study have significant effect on
the overall satisfaction of the customers. It conducted that satisfaction levels for
pricing attributes (such as Car price, discounts and service charges) are generally
lower than product related attributes.

27
Ranjith and Snekalatha (2013)

Focused on the customer's brand loyalty and satisfaction towards Maruti car, Maruti
Suzuki India Limited is India's leading & largest passenger car manufacturer which
accounting for nearly 50 per cent of the total industry sales. Customer loyalty is a
major contribution to sustainable profit growth to achieve success. This study found
that Maruti Udyog Ltd has various brands of car, but majority of respondent prefer
Omni. They are satisfied with price, band, image, convenience, appearance quality
and require less maintenance cost.

Parthian and Rajendran (2014)

study was carried on customer preference toward Maruti Suzuki. Main aim of this
study was to understand the mind of customers whether they was eager and satisfied
to handle. Even though most of the customers were satisfied with present model and
service, few customers were not satisfied about the facilities provided by the car. If the
Maruti car service providers give enough attention regarding this, they can ensure a
large level of customer preference.

28
 CHAPTER 3

RESEARCH

METHODOLOGY

29
 RESEARCH METHODOLOGY

DESCRIPTIVE RESEARCH :-
It aims to accurately and systematically describe a population,situation, phenomenon.
The research undertaken was a descriptive research as it was concerned with specific
predictions, with narration of facts and characteristics concerning Customer satisfaction
towards Maruti Suzuki in Palampur City.

OBJECTIVES :-

 To study the factors those satisfy and delight the customer.

 To study about customer opinion about Maruti Suzuki vehicles.

 To study and provide suggestion for improving customer satisfaction

SAMPLING DESIGN

The following factors have been decided within the scope of sample design:

UNIVERSE OF STUDY :-
Universe of the study means all the persons who are the customers of
Maruti Suzuki in Palampur.

SAMPLE SIZE :-
A sample of minimum respondents will be selected from various areas
of Palampur. An effort was made to select respondents evenly. The
survey was carried out on 100 respondents.

SAMPLING TECHNIQUE :-
For the purpose of research convenient sampling technique was used.

30
Convenient sampling is non probability sampling method where units are selected for
inclusion in the Sample because they are the easiest for the researcher to access.This
can be due to geographical proximity,availability at a given time.

SOURCES OF DATA :-
The data has been collected from both primary and secondary sources, to get information
regarding the organization and products.

SCOPE OF THE STUDY :-

There is a tremendous amount of scope for future research in this area, that is the
Automobile Industry, some possibilities can be:
Comprehensive research on all the competitors in the market.
 Target population which are the customer of palampur area of maruti suzuki.
 This may include existing customer,vehicle owner,service customers.

 Research on the buying behavior which would include brand performance, brand
attitudes, product satisfaction, purchase behavior, purchase intentions, brand
awareness, segmentation studies, etc.

 Study of perceptions among people regarding automobiles (Maruti) and their

preferences of the type of vehicles (cars).

PRIMARY DATA:-
Primary data has been collected through questionnaires.

SECONDARY DATA :-

Secondary data has been taken from -:

Reports
Pamphlets
Advertisement
Customer database
News papers
Internet

31
SAMPLING :-
Out of few lakes of Maruti Suzuki customers spread all over India, the
customers of Palampur City only are taken as target population for the
study.

The sample size of 100 is selected from the database of the company.
The study requires on in depth survey and keen observation in a
collecting data regarding the brand awareness levels of Maruti
customers.Only simple random sampling technique is adopted in
selection the sample. In this technique, each and every unit of the
population has on equa l opportunity of being selected in the sample.

LIMITATIONS OF STUDY :-

 Sample size is small.

 Area of the study limited.

 The data collected and all the ground work that was felt necessarily had to be done by
author itself. Thus, huge work force was another constraint in the study.

32
 CHAPTER 4

DATA ANALYSIS

AND

INTERPRETATION

33
 DATA ANALYSIS AND INTERPRETATION

Data analysis is an inspecting, classifying, transforming and modelling

data with the goal of discovering useful information, suggesting,
conclusion and support decision making.

Q.1: Question showing Occupation of Customer ?

Sr.No. Occupation No. of Respondent

1. Business 44

2. Employees 32

3. Agriculture 14

4. Other 10

Interpretation

It is observed that, 44% customers are doing the Business and 32% customer are

the employee in private government sector, 14% are farmer and 10% in other field.

34
 Q.2: Question showing Age of the Maruti Suzuki’s Customer ?

Buyer 20-25 26-34 35-44 45 & above

5 22 8 6

1st
0 10 14 10
2nd
Additional 0 8 8 9

Total 5 40 30 25

Interpretation

It is observed that, 5% customer’s age is between the 20-25

years, 40% in 26-34 years, 30% in 35-44 years and 2%
customers above 45 years.

35
 ANALYSIS AND INTERPRETATION FOR 1ST OBJETIVE :

Q.3: post-Purchase satisfaction level of the customer?

Customer’s Remark No. of Respondent

Excellent 30

Good 45

Average 20

Below Average 5

No. of Respondent

5%

20% 30%
Excellent
Good
Average
Below Average

45%

Interpretation

It is observed that, 45% of the customers are highly satisfied with the Post
purchase services.
And 5% are dissatisfied with the Post purchase services.

36
Q. 4 : employees spent enough time with you before sale,during sale,after sale ?

Employees spent enough time Respondents

Yes 78

Moderate 16

No 6

RESPONDENTS
Yes Moderate No

6%

16%

78%

Interpretation

It is observed that,78% customer says employees spent enough time and 16%

customer says employees spent modrate time and 6% customer says employees

not spent time.

37
 Q. 5: how do you feel on dealership facility ?

Dealership facility Response’s

Outstanding 67

Acceptable 17

Average 10

Unacceptable 6

RESPONSE’S
Outstanding Acceptable Average Unacceptable

6%
10%

17%

67%

Interpretation

It is observed that, 67% custmer feels dealership facility outstanding and 17% customer
feels dealership facility acceptable and 10% customer feels dealership facility average and
6% customer feels unacceptable.

38
Q. 6 : Responds to customer complains ?

Respondes to complains Responses

Quickly 82

Moderate 12

Slow 6

No response 2

Responses

6%2%
12%
Quickly
Moderate
Slow
No response
80%

Interpretation

It is observed that, 80% customer said that response to there complains are quickly and
12% customer. Said that response to there complains are moderate and 6% customer said
that response to there complains is slow and 2% customer said that response to there
complain is not done .

39
 Q. 7: Convenient of service network ?

Convenient of service network No of respondent

Very convenient 71

Modrate 21

In-convenient 8

No of respondent
8%

21%

71%

Very convenient Modrate In-convenient

Interpretation

It is observed that, 71% customer feel convenient of service network and 21% customer
feel moderate convenient of service network. And 8% customer feel in-convenient of
service network.

40
 Q. 8 : How is the performance of the executive at the dealership ?

Performance of executive Repondent’s

Excellent 69

Good 19

Ok 8

Poor 4

Repondent’s

8% 4%
19% Excellent
69% Good
Ok
Poor

Interpretation

It is observed that, 69% customer feel excellent performance of executive at dealership

and 19% cutosmer feels good performance and 8% feels ok performance and 4% customer
feels poor performance at dealership.

41
 Q no. 9 : offered test drive of car ?

Offered test drive Response’s

Yes 98

No 2

2%
0%

98%

Offered test drive Yes No

Interpretation

It is observed that, 98% customer said that dealership provide test ride of car and 2%
customer said that dealership not provide test ride of car.

42
ANALYSIS AND INTERPRETATION FOR 2ST AND 3RD OBJETIVE :

Q.10: Table showing customers opinion about the Maruti’s vehicles For
Value for Money

Respondent’s Remark No. of Respondents

Above Expectation 38

As per Expectation 42

Below Expectation 20

No. of Respondents

20%
38%

Above Expectation
42% As per Expectation
Below Expectation

Interpretation

It is observed that 42% of the respondents are of opinion that vehicles

are as per expectation & 20% are of the opinion that the vehicle are
below expectation.

43
 Q no.11: Customer priority with respect to characteristic ?

Aspect No. of Respondent

Comfort 12

Milage 26

Features 12

Looks 20

Price 24

Safety 6

No. of Respondent

6% 12%
24% Comfort
26% Milage
Features
20% 12%
Looks
Price
Safety

Interpretation
It is observed that, 26% of the customers preferred Mileages as
first preference and 6% preferred safety and 12% pf the
customer preferred comfort ,and 12% preferred features ,and
20% prefer looks,and 24% prefer price.

44
Q no.12: Customer’s recommendation intention ?

Customer’s Remark No. of Respondent

Yes 72

No 28

No. of Respondent

28%

72% Yes
No

Interpretation
It is observed that, 72% of the customers are ready to recommend the car
to the friends and relative, 28% are not ready to recommend.

45
 Q no. 13: In which sector do you think/feel maruti should improve ?

Improvement required No of respondent

Quality 47

Service 11

Price 34

Other 8

No of respondent

8%
Quality
Service
34% 47%
Price
Other

11%

Interpretation

It is observed that, 47% customer feels maruti suzuki needs to improve quality and 11% customer
feels need to improve service and 34% need to improve price and 8% customer feel maruti suzuki
needs to improve other aspects.

46
 Q no. 14: Car variant type purchase in maruti suzuki?

Car variant Response’s

Petrol 78

Diseal 8

Gas cng 4

Hybrid 10

Response’s

10%
4% Petrol
8%
Diseal
Gas cng
Hybrid
78%

Interpretation

It is observed that,78% customer purchases petrol variant and 8% customer purchases diseal
variant and 4% customer purchases gas cng varient and 10% customer purchases hybrid variant in
maruti suzuki.

47
 Q no. 15: which car type you prefer ?

Car type Respondent

Sedan 17

Suv 26

Hatchback 41

Hybrid 9

Others 7

Respondent
9% 7% 17%

26%
41%

Sedan Suv Hatchback Hybrid Others

Interpretation

It is observed that,17% customer prefer sedans and 26% customer prefer suv and
41% customer prefer Hatchback and 7% customer prefer other.

48
 Q no. 16: How do you feel when drive yours maruti suzuki car?

Car feel while drive No of respondent

Comfortable 67

Modrate 41

Uncomfortable 26

No of respondent

67

41

26

Comfortable Modrate Uncomfortable

Interpretation

It is observed that,67% customer feel comfortable while drive and 41% customer feel modrate
while drive and 26% feel uncomfortable while drive.

49
Q no. 17: Service at maruti service station ?

Service at station Responses

Excellent 77

Good 11

Average 7

Poor 5

It is observed that, 77% customer said that service at the station is excellent and 11% customer

said that service at the station is good and 7% customer said that service at the station is average

and 5% customer said that service at the station is poor.

50
Q no 18. Opinion about price of maruti suzuki cars?

Price of maruti suzukie car Respondent

High 16
Low 27
Reasonable 57

it is observed that 57% customer said that price of maruti suzuki car is reasonable.
27% customer said that price of maruti suzuki car is low and
16% customer said that price of maruti suzuki car is high.

51
CHAPTER – 5
FINDINGS

52
 FINDINGS

 The company should concentrate on the age group 26-34 and 20-25.
 Maruti should continue to maintain the standard of the service.
 Customer are highly satisfied with the service which help in customer
retention.
 Customers are highly satisfied which help in customer retention.
 Company has created goodwill among the customers which will
help them to recommend car to friends and relatives.
 Most of the buyers are businessman and employees.
 Most preferred cars are SUV’s and hatchbacks.
 Maruti Suzuki must work on drive comfort.
 Most of the customer demands for petrol
variant
 Maruti suzuki should improve quality of the products.

53
CHAPTER - 6
SUGGESTION

54
SUGGESTION FOR THE OBJECTIVE 3RD :-
 Maruti suzuki dealers have to come up with some potential activities,schemes and offers to
Attract people.
 Maruti suzuki should improve in quality of product.
 Maruti suzuki should reduce the price of product.
 Maruti suzuki should improve in ride quality.

55
CHAPTER 7

CONCLUSION

56
 CONCLUSION

It has been observed that most customers are satisfied with

services similarly most of these customers are dissatisfied with
the quality of product the matter of concern for the company.
Maruti Suzuki needs to improve some parts of products
specifically the interiors. High customer satisfaction level helps
the company to retain its existing customer as well as generate
new customer through word to mouth publicity.

Customer satisfaction index is a good tool to make improvements

in the products and services of the company. And therefore, should
utilize carefully & kept as confidential as possible.

Customer satisfaction provides a leading indicator of

consumer purchase intentions and loyalty. "Customer
satisfaction data are among the most frequently collected
indicators of market perceptions.

57
 CHAPTER 8

REFERENCE
AND

BIBLIOGRAPGHY

58
 BIBLIOGRAPHY
Books:

Kotler, P (2002), “Marketing Management”, Millennium Edition,

Tenth Edition, Prentice Hall, Inc, A Pearson Education Company,
Upper Saddle River, New Jersey, pp.

Jayaram, N and Sandhog, R.S (1998), Housing in India - Problems, Policy

and perspectives, B.R. Publishing Corporation, Delhi.

Jeffrey Gitomer (1998), Customer satisfaction is worthless:

Customer loyalty is priceless: How to make customers love you,
keep them coming back and tell everyone they know, Austin TX:
Board Press.

Websites:

 www.google.com

 http://www.carwale.com/marutisuzuki-cars/

 https://en.wikipedia.org/wiki/Maruti_Suzuki

 https://www.cardekho.com/cars/Maruti

59
ANNEXURE

60
Questionnaire

Questionnaire on “CONSUMER SATISFACTION TOWARDS MARUTI

SUZUKI CARS (A Case Study of Palampur)”.

Sir /Madam, I am Disha, a student of MBA 4th Sem is conducting research on the
topic” .TO STUDY THE CONSUMER SATSFACTION TOWARDS MARUTI
SUZUKI CARS”. This questionnaire is a part of study, therefore, I hereby request
you to contribute your valuable opinion. This is only for academic propose and
your information will be kept confidential.

Q1. occupation ?

Q2. Age of respondent?

a) <25
b) b) 25 - 34
c) 35 - 44
d) 45 & above

Q3. Post-Purchase satisfaction level of the

customer ?
a) Excelent
b) Good
c) Average
d) Below average

Q4. Employees spent enough time with you: before sale,during sale,after sale ?
a) Yes
b) Modrate
c) No

Q5. How do you feel on dealership facility ?

a) Outstanding
b) Acceptable

61
c) Average
d) Unacceptable

Q6. Responds to complaints ?

a) Quickly
b) Moderate
c) Slow
d) No response

Q7. Convenient of service network ?

a) Very convenient
b) Moderate
c) In-convenient

Q8. How is the performance of the executives at the dealership ?

a) Excellent
b) Good
c) Ok
d) Poor

Q9. Offered a test drive ?

a) Yes
b) No

Q10. Customer opinion about the vehicle of maruti suzuki car value for money or not?
a) Above expectation
b) Below expectation
c) As per expectation

Q11.Customer priority with respect to characteristic ?

a) Comfort
b) Mileage
c) Features
d) Looks
e) Price
f) Safety

62
Q12. Customer’s recommendation intention ?
a) Yes
b) No

Q13. In which sector do you think/feel maruti should improve ?

a) Quality
b) Service
c) Price
d) Other

Q14. Variant purchase car in Maruthi Suzuki of the respondents ?

a) Petrol
b) Diesel
c) Gas
d) Hybrid

Q15. which car type you prefer ?

a) Sedan
b) Suv
c) Hatchback
d) Hybrid
e) Others

Q16.How do you feel when you drive yours MARUTI car ?

a) Comfortable
b) Modrate
c) Uncomfortable

Q17. Service at maruti service station ?

a) Excellent
b) Good
c) Average
d) Poor

Q18. Opinion about price of maruti cars ?

a) High
b) Low
c) reasonable

63
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