Service Quality and Customer satisfaction of Maruti Service Station

SUBMITTED BY Vishal Ravindra Ukarde Reg. No. 200621733 Marketing Management

Symbiosis Centre For Distance Learning

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NO OBJECTION CERTIFICATE

This is to certify that Vishal Ravindra Ukarde, Reg. No. 200621733 Marketing Management, is an employee of this institute/organization. We have no objection for him / her to carry out the project work Service Quality and Customer satisfaction of Maruti Service Station Our organization and submitting the same to the Director SCDL as a part of the fulfillment of the Post Graduate Program. We wish him/her all the success.

Rohit N. MARKETING MANAGER LIFE STYLE INTERNATIONAL P.L., MULAND

Place: Mumbai Date:

DECLARATION BY THE LEARNER This is to declare that I have carried out this project work Service Quality and Customer satisfaction of Maruti Service Station myself in the fulfillment of the Post Graduate Program of SCDL. The work is original has not been copied from any where else and not been submitted to any other University/Institute for and award of nay degree/diploma

Vishal Ravindra Ukarde Reg. No. 200621733 Marketing Management

Place: Mumbai Date:

CERTIFICATE OF SUPERVISOR (GUIDE)

Certified that the work incorporated in this project report Service Quality and Customer satisfaction of Maruti Service Station submitted by URVVASHI SALIAN, Reg. no. 200718075 is his/her original work and completed under my supervision. Material obtained from other sources has been duly acknowledged in the project report

Rohit N. MARKETING MANAGER LIFE STYLE INTERNATIONAL P.L., MULAND

Place: Mumbai Date:

INDEX
SUMMARY OF PROJECT SECONDARY OBJECTIVES: SCOPE OF THE STUDY RESEARCH METHODOLOGY RESEARCH DESIGN SAMPLE SIZE COLLECTION OF DATA LIMITATIONS OF THE STUDY CAR SEGMENT SWOT ANALYSIS OF MARUTI UDYOG MARKETING STRATEGIES OF MARUTI UDYOG RESEARCH ANALYISIS

Summary of Project The project work is the internal part of an Post Graduate Program . It helps the students understand practical aspects of Business Management in a better way as a part of my Post Graduate Program. Marketing Research (Service Quality and Customer satisfaction of Maruti Service Station is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of improving decision making related to identification and solution of problems and opportunity

Quality services at work station is the process, by which an individual selects, organizes and interprets information inputs to create a meaningful picture of the world around as

To be a Post Graduate Program student is a matter of pride because we are in a field, which helps us to develop from a normal human being into a disciplined, and dedicated professional. One has to be a good learner to sharper knowledge in the particular field to achieve and attain the desired goals and heights. I conducted to gain an understanding of what goes in to mind of the customer about Maruti . To find the perception of people on Maruti , I used research questionnaires as the research and data collection tools. The responses were collected from 300 respondents. from various areas of Mumbai. I had learned lot during my Grand Project on Quality Service of Maruti at work station, and I hope this will be helpful to find out perception of people for quality service on Maruti car.

Secondary objectives:

SCOPE OF THE STUDY Today the existence of an organization depends on its ability to understand the customers and producing and delivering products or services according to those needs. This project indented to find out the quality service of Maruti car. This study will help the company to redesign their marketing strategies such as product design, sales promotion activities etc. so as to the meet the needs of customers. As per the scope of the study is concerned, the study helps to find out the various quality service of Maruti car customers in Mumbai . It will also help the company to know more about their customers. It is hoped that the analysis will help the company to develop quality service of Maruti car and achieve the major objective from that. RESEARCH METHODOLOGY RESEARCH DESIGN A research design is a logical and systematic plan prepared for directing a research study. It is the program that guides the investigator in the process of collecting, analyzing and interpreting observations. Here DESCRIPTIVE RESEARCH DESIGN is used for analyzing buying motive of Etios. It is very simple and more specific than exploratory study. The descriptive study is a fact finding investigation with adequate interpretation. The descriptive study aims at identifying the various characteristics of a problem under study. It reveals potential relationships between variables and also setting the stage for further investigation later. SAMPLING TECHNIQUE A part of the population is known as sample. The process of drawing sample from a population is known as a sampling. Non probability sampling It is not based on the theory of probability. It does not provide a chance of selection each population element. The merit of this type sampling is simplicity, convenience and low cost. Convenience sampling is the sampling technique used here. In this sampling we select whatever sampling unit is conveniently available. It lays groundwork for subsequent probability sampling.

SAMPLE SIZE The researcher has to select a relevant fraction of the population, which is a representative of the entire population. The sampling size will be small in the case of the descriptive study where less than 1 percent is sufficient to provide reliable results. Here the sample size samples and it is limited to the area of Mumbai (Muland) Maruti Udyog Service Station, work station of Maruti COLLECTION OF DATA In this stage, there is a need to gather primary as well as secondary data. Primary data are collected on original information gathered for a specific purpose either through personnel interviews / questionnaires etc. Secondary data is collected from already existing sources in various organization brochures and records. Primary Data The present study has used survey method for collecting the primary data by directly interviewing customers with questionnaire. Secondary Data Secondary data for the study were collected from the library reference, technical and subject based books, journals and magazines, websites and other previous studies Tool for Data collection A well structured questionnaire was used to collect the primary data from the customers. The customers were given multiple choices to select their particular answers. A copy of the questionnaire is enclosed in the annexure. Type of Questions The questions that have been used in preparing the questionnaire were: -

LIMITATIONS OF THE STUDY 1. The study was confined to only Mumbai (Muland work station) of Maruit Udyog Muland. Therefore the results cannot be generalized. 2. Customers were reluctant to answer certain questions. 3. The result generated out of the study is completely dependent on the nature of the response given by the customers. 4. Short span of time was a limiting factor. 5. Customer satisfaction varies from time to time. It will not remain constant.

Despite these limitations, a sincere attempt has been made to collect and analyze the data and present the information as accurately as possible

Small and mid-sized cars

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The automobile sector is one of the core industries of the Indian economy, whose prospect is reflective of the economic resilience of the country. With 4% contribution to the GDP and nearly 5% of the total industrial output, the automotive sector has become a significant contributor to the exchequer. Continuous economic liberalization over the years by the government of India has resulted in making India as one of the prime business destination for many global automotive players. One of the largest industries in India, automotive industry has been witnessing impressive growth during the last two decades. Abolition of licensing in 1991, permitting automatic approval and successive liberalization of the sector over the years have led to overall development of the automobile industry Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader of the Indian car market for about two decades. Its manufacturing plant, located some 25 km south of New Delhi in Gurgaon, has an installed capacity of 3,50,000 units per annum, with a capability to produce about half a million vehicles. In the late 1980s, Suzuki had increased its equity stake in Maruti from 26% to 40% and further to 50% in 1992, converting Maruti into a non-government company. Consequently, Suzuki began taking more active part in the management of the company. The introduction of the Maruti 800 in 1983, marked the beginning of a revolution in the Indian automobile industry. Maruti Udyog brought in the latest technology then available, more fuelefficient cars, and brought down the prices of cars in India. This led to the creation of a huge market for all car segments as the Indian middle class grew in size. This in-turn brought in more players to this segment. A number of auxiliary car parts making units were setup as most car manufacturers realized it was more cost effective to make their car parts in India rather than import them The government seemed reluctant to take a decision as it felt that Suzuki had inflated the project cost. The government came up with a scheme to fund the project through a combination of debt

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and internal accruals. The transfer of gearbox technology was another bone of contention between two partners. Relationship between the Government of India, under the United Front (India) coalition and Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian media till Suzuki Motor Corporation gained the controlling stake. This highly profitable joint venture that had a near monopolistic trade in the Indian automobile market and the nature of the partnership built up till then was the underlying reason for most issues. Service is a major revenue generator of the company. Most of the service stations are managed on franchise basis, where Maruti trains the local staff. Other automobile companies have not been able to match this benchmark set by Maruti. The Express Service stations help many stranded vehicles on the highways by sending across their repair man to the vehicle. To promote its bottom line growth, Maruti launched Maruti Finance in January 2002. Prior to the start of this service Maruti had started two joint ventures Citicorp Maruti and Maruti Countrywide with Citi Group and GE Countrywide respectively to assist its client in securing loan. Maruti tied up with ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak Mahindra, Standard Chartered Bank, and Sundaram to start this venture including its strategic partners in car finance.

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Evolution of Automobile Industry

Initial Years Manufacturing was licensed High Customs duty on import Steep excise duties & sales tax 2 Major players: Premier Automobiles Ltd & Hindustan Motors 1980s Early to mid 90s Sellers market and long waiting periods Delicensing in 1993 Removal of capacity restrictions Decrease in customs & excise Mid 90s 2006. Buyers market Increase in Indigenization Easy Auto finance Manufactures diversifying into related activities: finance lease, fleet management, insurance and used car market

Auto finance boom- more Entry of MUL, better product, players (foreign banks & with government support non banking companies, better schemes. Sellers Market Long Waiting Periods

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Marketing Model

Six step model

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SWOT ANALYSIS OF MARUTI UDYOG Strengths: Weakness Opportunities Great opportunities to go global with success of swift and sx4 all over. To enter into diesel cars market which is growing Opportunity to grow bigger by entering into bigger car markets Already a market leader so great opportunity to be the king of market in Exports are not that good. Lesser diesel models in the market compare to others Global image is not that big Bigger name in the market. People trust name maruti udyog Maruti udyog is the market leader for now say around decade. Has a great dealership chain in the market . Better after sales service Low maintenance cost of vehicle as parts are easily available every where

every stage of industry. Threats Foreign companies entering market so a bigger threat from MNCs. To the market share as many big names are coming in the industry There is hardly any diesel models , diesel cars which are growing faster

than petrol . No 1.5 lac car coming in.

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Diesel cars sales to grow by 50% by 2010

Diesel car sales in India are expected to grow by a whopping 50 per cent by 2010, keeping pace with a new global trend that is witnessing a huge revival of the segment. A top official of Mico, an auto component major, told Business Line the current market share of diesel cars is around 31 per cent which is expected to rise to 45 per cent by 2010. "We foresee, with current market trends in India and globally, a diesel share of around 45 per cent in 2010 in the cars and multi-utility vehicle segment," the official said. Europe, which embraced diesel, earlier than other markets, will see its share growing from 46 per cent to 55 per cent by 2010, according to current trends. Three years ago, share of the diesel car market in Europe was a mere 12 - 14 per cent. "We will see a huge demand for diesel cars in India soon," the Tata Motors Vice-President for commercial passenger car business unit, Rajiv Dube, said. He said the demand will be fuelled more by the fact that diesel engines are at least 35 per cent more fuel efficient than gasoline. "Even though diesel carries a price advantage, its engine is more fuel efficient and more environment friendly," Dube said. He said governments in the West are doling out huge incentives to the diesel car segment leading to a major spurt in sales which has been also been helped by the arrival of better performing common rail technology. Keen to take advantage of the expected boom, Mico has already firmed up plans to set up a common rail injection system while India's largest car maker, Maruti Udyog is setting up a Rs 350 crore diesel engine plant in association with Fiat - General Motors Powertrain. The Maruti Udyog Managing Director, Jagdish Khattar, said recently that the diesel cars market would see a substantial increase during the next few years.

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Khattar said the new plant would produce 100,000 engines every year. "We want to sell diesel cars on its own merit," Khattar said. According to a JD Power report, global diesel light vehicle sales will increase from 12.5 million in 2003 to 27 million by 2015 with India and South Korea being the drivers behind this growth in Asia. A DaimlerChrysler spokesperson said nearly 43 per cent of total CKD sales in India in 2003 were diesel-powered cars. DaimlerChrysler sells E270CDI and C 220CDI Mercedes Benz cars in the country. Ford India's Vice-President for marketing and sales, Vinay Piparsania, said customers prefer diesel run cars for travelling long distances indicating that the price differential between the two fuels was responsible for higher sales currently.

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Maruti udyog ltd

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Impact of Maruti Udyog The introduction of the Maruti 800 in 1983, marked the beginning of a revolution in the Indian automobile industry. Maruti Udyog brought in the latest technology then available, more fuelefficient cars, and brought down the prices of cars in India. This led to the creation of a huge market for all car segments as the Indian middle class grew in size. This in-turn brought in more players to this segment. A number of auxiliary car parts making units were setup as most car manufacturers realized it was more cost effective to make their car parts in India rather than import them. Maruti's most major influence was in helping the component industry in the country because of its emphasis on localization and indigenization. As in the beginning that sector hadn't grown much, Maruti had to start a dozen joint ventures with Indian entrepreneurs. It got them foreign collaborations, which led to collaborations for other manufacturers so that over a period of time the whole component industry was able to upgrade itself and improve its quality. Leading to a major existing export potential in vehicle components. It also brought in better methods of financing that allowed more people, who given their income levels could not afford to buy a car on their own. It still remains the leader not only in terms of market share but also in customer satisfaction surveys.

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Company information

Maruti Udyog, a joint venture between Suzuki of Japan and the Indian government, has dominated India's automobile market by providing a wide range of cars at affordable prices. In the late 1990s, as competition intensified, it started losing its market share. A change in management control from the Indian government to Suzuki, and intensive cost cutting and productivity improvement initiatives helped the company to strengthen its competitive position. This case covers the various restructuring activities undertaken by Maruti since the late 1990s Vision Our policy is to be present in most segments, but our focus will be on small cars. This country for a good number of years will be a small car market because five million two-wheelers are sold and only six lakh cars. You have got 35-40 million two-wheelers on the road. They have to upgrade. - Jagdish Khattar, CEO, Maruti.

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TimeLine of Maruti Udyog Ltd 1970 A private limited company named 'Maruti technical services private limited' (MTSPL) launched on November 16, 1970. The stated purpose of this company was to provide technical know-how for the design, manufacture and assembly of "a wholly indigenous motor car". 1971 In June, A company called 'Maruti limited' was incorporated under the Companies Act and Sanjay Gandhi became its first managing director. 1981 The Indian Central government at the behest of Indira Gandhi salvages Maruti limited and starts looking for an active collaborator for this company. Maruti Udyog Ltd was incorporated under the provisions of the Indian Companies Act, 1956. 1982 License and Joint Venture Agreement(JVA) signed between Maruti Udyog Ltd. and SMC of Japan. 1983 Maruti 800, a 796 cc hatchback, Indias first affordable car, is released in the market.

Production was started under the JVA commences.

1984 Omni, a 796cc MUV, released.

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

1985 Launch of Maruti Gypsy (970cc, 4WD off-road vehicle). 1986 Maruti 800 ( New Model-796cc, hatchback Car)

100,000 vehicles produced by the company.

1987 The company's first export, when a lot of 500 cars were sent to Hungary. 1988 Installed capacity is increased to 100,000 units in Gurgaon. 1992 Suzuki increases its stake in Maruti to 50 percent, making the company a 50-50 JV with the Government of India the other stake holder. 21

1993 Zen(993cc, hatchback Car), which was later exported in Europe and elsewhere as the Alto. 1994 Esteem1.3L (1298cc, 3 box car) LX released in market, Maruti's second sedan model.

Produced the 1 millionth vehicle since the production commenced. The first company in India to do so.

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

Maruti 1000 production of Maruti 1000 stopped. Second plant opened , installed capacity reached 200,000 units

1996 Five new models launched:

o o o o o

Gypsy (E) (970cc, 4WD 8 seater) Omni (E) (796cc, MUV, 8 seater) Gypsy King (1298cc, 4WD, off road vehicle) Zen Automatic (993cc, hatchback car) Esteem 1.3L (1298 cc, 3 box Car) AX

1997Government nominated Mr. S.S.L.N. Bhaskarudu as the Manging Director on August 27, as the then current Managing director, R.C.Bhargava, was completing his tenure. Creating a conflict with Suzuki. 1998 Esteem (1299cc, 3 box car) LX, VX and AX models released. New Maruti 800 (796cc, hatchback Car) Standard and Deluxe released the first change in design since 1986. (Two million vehicles produced. ) 1998 Zen D (1527 cc diesel, hatchback car) model released.

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

1999 Six new releases: 22

o o o o o

Maruti 800 EX ( 796cc, hatchback car) Zen LX (993cc, hatchback car) Zen VXi (993cc, hatchback car with power steering) Omni XL ( 796cc, MUV, high roof) Baleno (1600cc, 3 Box Car) released. Advertised as 'Maruti Suzuki Baleno'

Wagon R launched in market.

2000 First car company in India to launch a Call Center for internal and customer services. New Alto model released. 2001 Zen LXi Maruti True Value launched in Bangalore and Delhi

Maruti Versa, Indias first luxury multi-purpose vehicle launched. Alto Spin LXi, with electronic power steering Alto Vxi Customer information centers launched in Hyderabad, Bangalore and Chennai

2002 Esteem Diesel. All other variants upgraded

Maruti Insurance. Two new subsidiaries started: Maruti Insurance Distributor Services and Maruti Insurance Brokers Limited

Alto Spin LXi, with electronic power steering Special edition of Maruti 800, Indias first colour-coordinated car Maruti True value in Mumbai Maruti Finance in Mumbai with 10 finance companies Suzuki Motor Corporation (SMC) increases its stake in Maruti to 54.2 percent.

2003 New upgraded WagonR

Enters into partnership with State Bank of India 4 million vehicles Produced since start of production.

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Maruti Udyog Ltd is listed on BSE and NSE after a public issue, which is oversubscribed 10 times.

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

Alto becomes India's new best selling car overtaking Maruti 800. LPG variant of 'Omni Cargo'. Versa 5-seater, a new variant created . Baleno LXi, a new variant created. Esteem undergoes cosmetic changes and is re-launched with a price cut. Maruti Udyog closed the financial year 2003-04 with an annual sale of 472122 units, the highest ever since the company began operations 20 years ago.

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

Growth in overall sales by 15.8% Suzuki Swift(1298cc 87 BHP 4Dr Hatch) Introduced into the Indian Market

2007Maruti targets rural areas for there sales

Increase in there sales of small car Zen reborn as zen estilo Comes up with there sedan model maruti sx4 to compete tith honda city which a huge success.

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Maruti udyog to be known as maruti suzuki india Chennai: In line with its shareholding pattern Maruti Udyog Limited will be rebranded Maruti Suzuki India Limited. The board's proposal to change the name of the company that has the highest sales in the country is subject shareholder approval at the company's next annual general meeting and also that of the Registrar of Companies.

Since the name Maruti has a strong branding in the passenger car segment, Suzuki has decided to retain it in the new name that it proposes, and just substitute Udyog with Suzuki and add India.

According to the company, the word Suzuki in the name imparts an international dimension. Further Suzuki Motor Corporation being the parent company is a major player in the mini car market in Japan. It has recently positioned itself as a complete car maker with the success of its globally strategic models like Swift, SX4 and Grand Vitara.

The company says the new name would help launch Maruti vehicles in overseas markets. The company will be launching a model for European exports in the next couple of years and is also developing capabilities to become Suzuki's research and development hub for Asia outside Japan.

Meanwhile the company logged a total income of Rs4,154 crore during the first quarter of this fiscal and a net profit of Rs499.6 crore and sold 169,669 units out which the domestic market accounted for 1,60,064 units.

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Models of Maruti cars MODEL Maruti 800

TYPE Small

Maruti 800 STD BS III Maruti 800 AC BS III Small 5 seater Maruti Omni 8 seater Maruti Omni LPG Maruti Omni Small

Omni

Maruti Alto

Alto Alto Lx Alto Lxi Mid-Size

Maruti Zen Estilo

Maruti Zen Estilo Lx Maruti Zen Estilo Lxi Maruti Zen Estilo Vxi Mid-Size

Wagon R

WagonR Lx WagonR Lxi WagonR Vxi WagonR Ax Mid-Size 5 seater 8 seater ( DX & DX2) Mid-Size

Versa

Maruti Esteem

Maruti Esteem Lx 26

Maruti Esteem Lxi Maruti Esteem Vxi Mid-Size Baleno Sedan VXi Baleno Sedan LXi Mid-Size Swift LXi Swift VXi Swift ZXi Mid-Size SUV

Baleno

Swift

Maruti Zen Classic Maruti Gypsy

Hard top Soft top Mid-Size

Maruti SX4

Maruti SX4 Vxi Maruti SX4 Zxi SUV

Grand Vitara

AWAITED MODELS OF MARUTI MOTORS CARS MODEL Maruti Escudo TYPE SUV

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SMALL CARS MODEL Maruti 800

COMPANY Maruti Udyog

Maruti 800 STD BS III Maruti 800 AC BS III Maruti Udyog

Maruti Omni

5 seater Maruti Omni 8 seater Maruti Omni LPG Maruti Omni Maruti Udyog

Maruti Alto

Alto Alto Lx Alto Lxi Reva Electric Car Co. Reva AC Reva Standard Reva Classe Chevrolet

Reva

Chevrolet Aveo U-VA

Aveo U-VA 1.2 Aveo U-VA 1.2 LS Aveo U-VA 1.2 LT Chevrolet

Chevrolet Spark

Spark 1.0 E 28

Spark 1.0 Spark 1.0 LS Spark 1.0 LT Hyundai Motor Co.

Hyundai Getz Prime

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

SMALL CARS AWAITED MODEL New Beetle REVA Spl. Ed. People's car Air Car COMPANY Volkswagen Reva Electric Car Co. Tata Motors Tata Motors

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SMALL SEMENT CARS MODEL Fiat Palio

COMPANY Fiat India

Fiat Diesel o Fiat Palio 1.9 EL o Fiat Palio 1.9 ELX Fiat Petrol o Fiat Palio 1.2 NVELPS o Fiat Palio 1.2 NVELX Palio Stile 1.1 SL o Palio Stile 1.1 SLX o Palio Stile 1.1 SLE Palio Stile 1.6 Sport Fiat India

Fiat Petra

Fiat Petra Petrol o 1.6 EL PS o 1.6 ELX Fiat Petra Diesel o Petra 1.9 EL PS o Petra 1.9 ELX Fiat India Fiat India Fiat India Fiat India Ford Motors

Fiat Siena Fiat Uno Fiat Jubilee Uno Siena Station Wagon Ford Ikon

Ford Ikon 1.3 Flair Ford Motors 30

Ford Fiesta

Fiesta Duratec 1.4 EXI Fiesta 1.6 Duratec ZXI Fiesta Duratec 1.6 SXI Fiesta 1.4 TDCi ZXI Fiesta 1.4 Duratorq SXI Fiesta 1.4 Duratorq ZXI Fiesta 1.4 Duratorq EXI Ford Motors General Motors

Ford Escort Chevrolet Aveo

Aveo 1.4 E Aveo 1.4 Aveo 1.4 LS Aveo 1.6 LT General Motors General Motors Hindustan Motors

Opel Corsa Opel Astra Ambassador

Petrol
o

1800 ISZ MPFI

Diesel 1.5 E2 DSL Classic 2000 DSZ CNG/LPG o 1.5 E2 CNG/LPG o 1800 ISZ with CNG/LPG Hindustan Motors Hindustan Motors Hindustan Motors Hyundai Motors
o o

Avigo Grand Contessa Hyundai Santro

Santro XK Santro XK (Non AC) 31

Santro XL Santro XO Santro AT Santro CNG Hyundai Motors

Hyundai Getz Prime

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

Hyundai Accent

Accent GLE Accent GLS Accent Viva Accent Viva CRDi Accent CRDi Hyundai Motors

Hyundai Elantra

Elantra GT Elantra CRDi Elantra GLS Hyundai Motors

Hyundai Verna

Verna i (Petrol) Verna Xi (Petrol) Verna XXi (Petrol) Verna CRDi VGT Mahindra & Mahindra Co. Maruti Udyog

Mahindra Renault Logan Maruti Zen Estilo

Zen Estilo Lx Zen Estilo Lxi Zen Estilo Vxi Maruti Udyog

Maruti WagonR

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WagonR Lx WagonR Lxi WagonR Vxi WagonR Ax Maruti Udyog

Maruti Versa

5 seater 8 seater ( DX & DX2) Maruti Udyog

Maruti Esteem

Esteem Lx Esteem Lxi Esteem Vxi Maruti Udyog

Maruti Baleno

Baleno Sedan VXi Baleno Sedan LXi Maruti Udyog

Maruti Swift

Swift LXi Swift VXi Swift ZXi Maruti Udyog

Maruti Zen Classic

Tata Motors Tata Motors

Tata Indigo

Petrol Variants o Indigo GLE o Indigo GLS o Indigo GLX Diesel Variants o Indigo LX

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Indigo LS

Tata Indigo LS Dicor Tata Indigo LX Dicor Tata Motors

Tata Indigo SX

Petrol Diesel Tata Motors San Motors

Tata Indigo XL San Storm 1.2

SMALL SIZE CARS AWAITED MODEL Rhino Rover Icar Grand Punto Linea Infiniti G35 Elegante Santro

COMPANY MG Rover Group Mitsubishi Fiat Fiat Nissan Tata Hyundai

Gas + CNG LPG variant

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Marketing strategies of Maruti Advertisements Maruti does effective marketing through advertisement in television, radio, newspapers etc. Through radios they try to promote their product by organizing quiz contests and the person who wins are offered a test drive. Through television they promote their vehicle by showing the utility value, it s comfort level in this way they try to endorse their product with the help of celebrity which defiantely creates a great impact on people. The famous TV serial khulja sim sim also featured maruti cars in its show., Thus marketing through advertising one of the important role of marketing. Exchange offer :Maruti has also placed its step and made progress by marketing through exchange offer , In this , it makes possible to leave and get it replaced for a new one with barely some amount. This is one of the greatest way to attract more and more customers and also makes possible to increase sales. Display what you want to sell Now if u visit any of the maruti dealer showroom what you will notice is one thing very similar is the display of a only one car in the showroom. Well this is the strategy where if customers sees only a car he will definitely go and have a look and here maruti can win one customer. Over here they set a target that in this month we want to sell this many of cars of say zen estilo. Tie up with many banks To promote its bottom line growth, Maruti launched Maruti Finance . Prior to the start of this service Maruti had started two joint ventures Citicorp Maruti and Maruti Countrywide with Citi Group and GE Countrywide

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respectively to assist its client in securing loan. Maruti tied up with ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak Mahindra, Standard Chartered Bank, and Sundaram to start this venture including its strategic partners in car finance. Sbi maruti car loans The country's largest bank and the largest car maker have joined hands to make affordable car finance available to more and more people across the country. The mega alliance makes car loans available at lower interest rates to a wider section of people, with transparent terms and conditions. It is supported by the unmatched combined network of SBI branches and Maruti outlets. The Unbeatable Advantages of SBI-Maruti Car Loans Two market leaders in their respective industries with trusted brand names. Lowest interest rates No processing fees or hidden costs to ensure transparency Car loans available for diverse categories of customers including government employees and agriculturists More loan amount available as it is extended on the basis of the car's on-road price, not ex showroom price.Longer loan repayment period -- upto seven years

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Swot analysis of Maruti udyog Strengths: Weakness Opportunities Great opportunities to go global with success of swift and sx4 all over. To enter into diesel cars market which is growing Opportunity to grow bigger by entering into bigger car markets Already a market leader so great opportunity to be the king of market in Exports are not that good. Lesser diesel models in the market compare to others Global image is not that big Bigger name in the market. People trust name maruti udyog Maruti udyog is the market leader for now say around decade. Has a great dealership chain in the market . Better after sales service Low maintenance cost of vehicle as parts are easily available every where

every stage of industry. Threats Foreign companies entering market so a bigger threat from MNCs. To the market share as many big names are coming in the industry There is hardly any diesel models , diesel cars which are growing faster

than petrol . No 1. lac car coming in.

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RESEARCH ANALYSIS 1. The Vehicle that you previously used. TABLE 1

S. No. 1. 2. 3. 4. 5. Maruthi Toyota

Features

No. of Respondents 23 8 9 34 26 100

% 23 8 9 34 26 100

Mahindra Not used any vehicle Some Other vehicle

Inference : 34% of the customers previously not used any vehicle, 26% used some other vehicle, 23% used maruti, 9% used mahindra and 8% used Toyota. CHART - 1

40

No. of Respondents

35 30

34 26 23
Maruthi Toyota Mahindra

25
20 15 10 5 0

Not used any vehicle Some Other vehicle

Maruthi

Toyota

Mahindra

Not used Some Other any vehicle vehicle

Vehicle used before

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2.

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

S. No. 1. 2. 3. 4. 5. Model Price Quality

Features

No. of Respondents 23 13 21 29 14 100

% 23 13 21 29 14 100

Brand Name Other Benefits

Inference : 29% of the customers opted Tata vehicle basing on the brand name, 23% basing on the model, 21% basing on the quality, 14% basing on other benefits and 13% basing on the price. CHART 2

35 No. of Respondents 30 25 20 15 10 5 0 Model Price Quality Brand Name Other Benefits 13 14 23 21 29

Model Price Quality Brand Name Other Benefits

buying Maruti car

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3.

Are you satisfied about the explanation about the benefit / features / warranty of the vehicle and the financial schemes and the delivery procedure at the time of purchase of Maruti car TABLE 3 S. No. 1. 2. 3. 4. 5. 6. Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied No response No. of Respondents 4 27 45 12 12 100 % 4 27 45 12 0 12 100

Inference :

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

features, etc., at the time of purchase, 27% are very satisfied, 12% are somewhat dissatisfied, 4% are delighted and 12% had not responded to the above question. CHART 3

50

45

Delighted Very satisfied Satisfied Somewhat dissatisfied

No. of Respondents

45 40 35 30 25 20 15 10 5 0 Delighted Very satisfied Satisfied Somewhat dissatisfied 4 0 12 27

Very dissatisfied No response

12

Very No response dissatisfied

Maruti Satisfaction Level

40

4.

How is the reception at the time of enquiry by the sales personnel for purchase of Maruti car ?TABLE 4

S. No. 1. 2. 3. 4. 5. 6.

Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied No response

No. of Respondents 12 30 42 4 12 100

% 12 30 42 4 0 12 100

Inference : 42% of the customers are satisfied by the reception of the sales personnel at the time of enquiry, 30% are very satisfied, 12% are delighted, 4% are somewhat dissatisfied and 12% had not responded to the above question. CHART 4

45

42

Delighted Very satisfied Satisfied

No. of Respondents

40 35 30 30 25 20 15 10 5 0 Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied 4 0 12

Somewhat dissatisfied Very dissatisfied No response

12

No response

Maruti car Satisfaction Level

41

5.

It is ease of obtaining appointment i.e., are you satisfied with the reception of the service advisor for Maruti car . TABLE 5

S. No. 1. 2. 3. 4. 5.

Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents 11 50 30 9 100

% 11 50 30 9 0 100

Inference : 50% of the customers are very satisfied by the reception of the service advisor, 30% are satisfied, 11% are delighted and 9% are somewhat dissatisfied. CHART 5

60 50 50 40 30 30 20 11 10 0 Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied 9 0

Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents

Maruti Satisfaction Level

42

6.

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

S. No. 1. 2. 3. 4. 5.

Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents 23 44 25 8 100

% 23 44 25 8 0 100

Inference :

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

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

50 45 44

No. of Respondents

40 35 30 25 20 15 10 5 0 Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied 8 0 23 25

Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

Maruti Satisfaction Level

43

7. S. No. 1. 2. 3. 4. 5.

How is the attitude of the service personnel ? TABLE 7 Features No. of Respondents 11 28 46 14 1 100 % 11 28 46 14 1 100

Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

Inference : 46% of the customers are satisfied by the attitude of the service personnel, 28% are very satisfied, 14% are somewhat dissatisfied, 11% are delighted and 1% is very dissatisfied.

CHART 7

50 45

46

No. of Respondents

40 35 30 25 20 15 10 5 0 Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied 1 14 11 28

Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

attitude of the service

44

8. Are you satisfied with the facilities of the service station like customer waiting room etc., TABLE 8 S. No. 1. 2. 3. 4. 5. Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied No. of Respondents 8 30 51 11 100 Inference : % 8 30 51 11 0 100

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

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

60 51 50 40 30 30 20 11 10 0 Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied 8 0

Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents

Service station like customer waiting room

45

9.

Have you been informed about any other extra jobs required for your vehicle that you are unaware? TABLE 9 Features Yes No No. of Respondents 73 27 100 % 73 27 100

S. No. 1. 2.

Inference :

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

to their vehicle. Where as 27% of the customers are not informed about the extra job required for their vehicle. CHART 9

27%

Yes No
73%

46

10.

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

S. No. 1. 2. Yes No

Features

No. of Respondents 85 15 100

% 85 15 100

Inference : 85% of the customers say that the service is being attended correctly to relevant complaint. Where as 15% feel that the service is not attended correctly to relevant complaint.

CHART - 10

15%

Yes No

85%

47

11.

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

TABLE 11

S. No. 1. 2. 3. 4. 5.

Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents 6 40 34 16 4 100

% 6 40 34 16 4 100

Inference : 40% of the customers are very satisfied with the solutions to all the problems reported by them, 34% are satisfied, 16% are somewhat dissatisfied, 6% are delighted and 4% are very dissatisfied. CHART 11

45 40 40

No. of Respondents

35 30 25 20 15 10 5 0 Delighted Very satisfied 6

34
Delighted Very satisfied

16

Satisfied Somewhat dissatisfied Very dissatisfied

Satisfied

Somewhat dissatisfied

Very dissatisfied

solutions to all the problems

48

12.

Are you satisfied with the quality of washing ?

TABLE 12

S. No. 1. 2. 3. 4. 5.

Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents 12 53 27 7 1 100

% 12 53 27 7 1 100

Inference :

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

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

CHART 12

60 53 50 40 30 20 12 10 0 Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied 7 1 27

Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents

washingSatisfaction Level

49

13.

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

S. No. 1. 2. 3. 4. 5.

Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents 10 33 34 19 4 100

% 10 33 34 19 4 100

Inference :

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

station, 33% are very satisfied, 19% are somewhat dissatisfied, 10% are delighted and 9% are very dissatisfied. CHART 13

40 35 33 34

No. of Respondents

30 25 20 15 10 10 5 0 Delighted Very satisfied Satisfied Somewhat dissatisfied 4 19

Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

Very dissatisfied

time frame Satisfaction Level

50

14.

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

S. No. 1. 2. 3. 4. 5.

Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents 10 41 37 12 100

% 10 41 37 12 0 100

Inference :

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

at the time of delivery, 37% are satisfied, 12% are somewhat dissatisfied and 10% are delighted. CHART 14

45 40

41 37

No. of Respondents

35 30 25 20 15 10 10 5 0 0 Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied 12

Very dissatisfied Delighted Very satisfied Satisfied Somewhat dissatisfied

explanation of job done -Satisfaction Level

51

15.

Is the general appearance of the workshop satisfactory ? TABLE 15

S. No. 1. 2. 3. 4. 5.

Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents 8 40 46 4 2 100

% 8 40 46 4 2 100

Inference :

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

40% are very satisfied, 8% are delighted, 4% are somewhat dissatisfied and 2% are very dissatisfied. CHART 15

50 45 40

46

No. of Respondents

40 35 30 25 20 15 10 5 0 Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied 8 4 2

Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

appearance of the workshop satisfactory

52

16.

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

S. No. 1. 2. 3. 4. 5.

Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents 3 7 42 42 6 100

% 3 7 42 42 6 100

Inference :

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

somewhat dissatisfied, 7% are very satisfied, 6% are very dissatisfied and 3% are delighted. CHART 16

45 40

42

42

No. of Respondents

35 30 25 20 15 10 5 0 Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied 3 7

Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

labour and spare part charge reasonable. Satisfaction Level

53

17.

Are your receiving our service reminders regularly ? TABLE 17

S. No. 1. 2. Yes No

Features

No. of Respondents 56 44 100

% 56 44 100

Inference : 56% of the customers are receiving the service remainders regularly. Whereas 44% of the customers are not receiving the service remainders regularly.

CHART - 17

44%

Yes
56%

No

54

18. S. No. 1. 2.

Have you been informed about the next service schedule ? TABLE 18 Features Yes No No. of Respondents 60 40 100 % 60 40 100

Inference : 60% of the customers have been informed about the next service schedule. Where as 40% of the customers are not informed about the next service schedule. CHART 18

40%

Yes
60%

No

55

19.

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

S. No. 1. 2. 3. 4. 5.

Features Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

No. of Respondents 4 42 46 7 1 100

% 4 42 46 7 1 100

Inference :

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

42% are very satisfied, 7% are somewhat dissatisfied, 4% are delighted and 1% is very dissatisfied.CHART 19

50 45 42

46

No. of Respondents

40 35 30 25 20 15 10 5 0 Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied 4 1 7

Delighted Very satisfied Satisfied Somewhat dissatisfied Very dissatisfied

overall performance of the workshop -Satisfaction Level

56

FINDINGS 34% of the customer previously not used any vehicle, 26% used some other vehicle, 23% used maruthi, 9% used mahindra and 8% used Toyota. 29% of the customer opted Maruti vehicel basing on the brand name, 23% basing on the model, 21% basing on the quality, 14% basing on other benefits and 13% basing on the price. 45% of the customers are satisfied about the explanation about the benefits, features, etc., at the time of purchase, 27% are very satisfied, 12% very satisfied, 12% are somewhat dissatisfied, 4% are delighted and 12% had not responded to the above question. 42% of the customers are satisfied by the reception of the sales personnel at the time of enquiry, 30% are very satisfied, 12% are delighted, 4% are somewhat dissatisfied and 12% had not responded to the above question. 50% of the customers are very satisfied by the reception of the service advisor, 30% are satisfied, 11% are delighted and 9% are somewhat dissatisfied. 44% of the customers are very satisfied by the time taken to open job card, 25% are satisfied, 23% are delighted and 8% are somewhat dissatisfied. 46% of he customers are satisfied by the attitude of the service personnel, 28% are very satisfied, 140% are somewhat dissatisfied, 11% are delighted and 1% very dissatisfied. 51% of the customers are satisfied by the facilities of the service station, 30% are very satisfied, 11% are somewhat dissatisfied and 8% are delighted. 73% of the customers say that they are being informed if any extra job is required to their vehicle. Where as 27% of the customers are not informed about the extra job required for their vehicle.

57

 85% of the customers say that the service is being attended correctly to relevant complaint. Where as 15% feel that the service is not attended correctly to relevant complaint. 40% of the customers are very satisfied with the solutions to all the problems reported by them, 34% are satisfied, 16% are somewhat dissatisfied, 6% are delighted and 4% are very dissatisfied. 53% of the customers are very satisfied with the quality of washing, 27% are satisfied, 12% are delighted, 7% are somewhat dissatisfied and 1% is very dissatisfied. 34% of the customers are satisfied with the delivery made from the service station, 33% are very satisfied. 19% are somewhat dissatisfied, 10% are delighted and 9% are very dissatisfied 41% of the customers are very satisfied with the explanation of job done and bill at the time of delivery, 37% are satisfied, 12% are somewhat dissatisfied and 10% are delighted. 46% of the customers are satisfied with the general appearance of the workshop, 40% are very satisfied, 8% are delighted, 4% are somewhat dissatisfied and 2% are very dissatisfied. 42% of the customers are satisfied by the labour and spare parts charge, 42% are somewhat dissatisfied, 7% are very satisfied, 6% are very dissatisfied and 3% are delighted. 56% of the customers are receiving the service remainders regularly, where as 44% of the customers are not receiving the service remainders regularly. 60% of the customers have been informed about the next service schedule where as 40% of the customers are not informed about the next service schedule. 46% of the customers are satisfied with the overall performance of the workshop 42% are very satisfied, 7% are somewhat dissatisfied, 4% are delighted and 1% is very dissatisfied.

58

SUGGESTIONS Prompt delivery of the vehicle should be made. Top priority must be given to taxes and long distance vehicles then local vehicles. Facilities like A/C. News papers, Drinking water and weeklies must be provided and they must be up to the standards in customer waiting room. Maruti Udyog service station Muland must advertise it self about its service station by having boarding mainly at sales point and at customer waiting room. A separate phone must be made available to deal with customers to inform them whether the service station is ready to accept their Vehicles for service The organization must appoint persons to deal with the customers in phone and to explain the customers about the job done at the time of delivery. Shelter must be their while going through job card. The organization must instruct the workers not only to considers the job card they must also go through the vehicle and if they find and things extra jobs to be done them they must inform the owner and they must entire it in job card and then go through the work. Labour charges should be decreased Service reminders should be sent regularly Billing should be made faster.

59

CONCLUSION

The overall performance of the services in the workshop is satisfactory to many of the customers. Nothing in the world can be perfect. Some faults are seen in the services though not major ones but some of the problems may give side effect and make cause more trouble in the future. So the problems need to be identified and solved immediately. Some of the main things are as follows. Prompt delivery should be made. Charges are high and need to be decreased. The efficiency of workers is to be increased. Check list should be maintained so that any other extra jobs that the customers are unaware can be solved.

If the problems identified are solved effectively, then the customer satisfaction level increases on the organization.

60

Maruti Udyog Service station Muland

CUSTOMER FEED BACK

Dear sir/Madam

Mr Vishal R. U. doing my of college Symbiosis of Distance Learning My project title is study on Customer satisfaction towords Maruti services services for Maruti cars SERVICE with reference to Maruti Udyog service station muland. I would be greatly oblige if you can spare your most valuable time to answer the following questions, which my urge in bringing out this project . Name of the customer Place Ph E-Mail Vehicle Model Vehicle Number Address : : : : : : :

61

QUESTIONNARIES:

1.

The Vehicle that you previously used

a) Maruti

b) Toyota

c) Machindra

d) Not used any vehicle

e) Some other vehicle

2.

What made you to buy this vehicle ( Maruti)

a) Model

b) Price

c) Quality

d) Brand name

e) Other benefits

3.

Are you satisfied about the explanation about the benefits / features/ warranty of the vehicle and the financial schemes and the delivery procedure at the time of purchase.

a) Delighted

b) Very satisfied

c) Satisfied

d) Some what dissatisfied

e) Very dissatisfied

62

4.

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

a) Delighted

b) Very satisfied

c) Satisfied

d) Some what dissatisfied

e) Very dissatisfied

5.

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

a) Delighted

b) Very satisfied

c) Satisfied

d) Some what dissatisfied

e) Very dissatisfied

6. 7.

Are you satisfied with the time taken to open the job card (work order) [ c) Satisfied ]

a) Delighted

b) Very satisfied

d) Some what dissatisfied

e) Very dissatisfied

7.

How is the attitude of the service personnel

a) Delighted

b) Very satisfied

c) Satisfied

d) Some what dissatisfied

e) Very dissatisfied 63

8.

Are you satisfied with the facilities of the service station like customer waiting room etc., [ a) Delighted ] c) Satisfied

b) Very satisfied

d) Some what dissatisfied

e) Very dissatisfied

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

a) Delighted

b) No

10.

Are you satisfied with the quality of washing

a) Delighted

b) Very satisfied

c) Satisfied

d) Some what dissatisfied

e) Very dissatisfied

11.

Are you satisfied with the delivery made i.e., Is the delivery made in times as per the conditions desired by you from service station.[ ]

a) Delighted

b) Very satisfied

c) Satisfied

d) Some what dissatisfied

e) Very dissatisfied

64

12.

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

a) Delighted

b) Very satisfied

c) satisfied

d) Some what dissatisfied

e) Very dissatisfied

13. Do you feel labour and spare parts charge reasonable

a) Delighted

b) Very satisfied

c) Satisfied

d) Some what dissatisfied

e) Very dissatisfied

14.

Are you receiving our service reminders regularly

a) Yes

b) No

15.

Are you satisfied with the overall performance of the workshop[

a) Delighted

b) Very satisfied

c) Satisfied

d) Some what dissatisfied

e) Very dissatisfied

65

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

Place Date

: : Signature.

66