Customer Sat If Action of Indus Motors

A STUDY OF CUSTOMER SATISFACTION Conducted at INDUS MOTORS PVT LTD, VADAKARA, CALICUT, KERALA
A Dissertation report submitted in partial fulfillment of the Requirements for the award of the degree in MASTER OF BUSINESS ADMINISTRATION TO Bangalore University Submitted By Rashik K.K. Reg No 09Q5CMA028 Under the guidance of Prof. Padmanabh.B M.Tech, PGDBM (XLRI) Associate Professor
Hill Side Institute of Management and Academy Raghuvanahalli, Bangalore-560062 Affiliated to Bangalore University Approved by AICTE 2009-2011
CUSTOMER SATISFACTION
1.1 INTRODUCTION
MARKETING Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, to satisfy the customer, and to keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. MARKETING MANAGEMENT Marketing Management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Rapidly emerging forces of globalization have compelled firms to market beyond the borders of their home country making International marketing highly significant and an integral part of a firm's marketing strategy. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business' size,
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corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product To create an effective, cost-efficient Marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning. Traditionally, marketing analysis was structured into three areas: Customer analysis, Company analysis, and Competitor analysis (so-called "3Cs" analysis). More recently, it has become fashionable in some marketing circles to divide these further into certain five "Cs": Customer analysis, Company analysis, Collaborator analysis, Competitor analysis, and analysis of the industry Context. In Customer analysis is to develop a schematic diagram for market segmentation, breaking down the market into various constituent groups of customers, which are called customer segments or market segmentation's. Marketing managers work to develop detailed profiles of each segment, focusing on any number of variables that may differ among the segments: demographic, psycho graphic, geographic, behavioral, needs-benefit, and other factors may all be examined. Marketers also attempt to track these segments' perceptions of the various products in the market using tools such as perceptual mapping. company analysis, marketers focus on understanding the company's cost structure and cost position relative to competitors, as well as working to identify a firm's core competencies and other competitively distinct company resources. Marketing managers may also work with the accounting department to analyze the profits the firm is generating from various product lines and customer accounts. The company may also conduct periodic brand audits to assess the strength of its brands and sources of brand equity. The firm's collaborators may also be profiled, which may include various suppliers, distributors and other channel partners, joint venture partners, and others. An analysis of complementary products may also be performed if such products exist.
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Marketing management employs various tools from economics and competitive strategy to analyze the industry context in which the firm operates. These include Porter's five forces, analysis of strategic groups of competitors, value chain analysis and others. Depending on the industry, the regulatory context may also be important to examine in detail. In Competitor analysis, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors. Marketing management often finds it necessary to invest in research to collect the data required to perform accurate marketing analysis. As such, they often conduct market research (alternately marketing research) to obtain this information. Marketers employ a variety of techniques to conduct market research, but some of the more common include:

Qualitative marketing research, such as focus groups Quantitative marketing research, such as statistical surveys Experimental techniques such as test markets Observational techniques such as ethnographic (on-site) observation
Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis. MEANING OF MARKETING MANAGEMENT
The application, tracking and review of a business' marketing resources and activities. The scope of a business' marketing management depends on the size of the business and the industry in which the business operates. Effective marketing management will use a company's resources to increase its customer base, improve customer opinions of the company's products and services, and increase the company's perceived value.
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STRUCTURE OF MARKETING MANAGEMENT Traditionally, marketing analysis was structured into three areas: Customer analysis, Company analysis, and Competitor analysis (so-called "3Cs" analysis). More recently, it has become fashionable in some marketing circles to divide these further into certain five "Cs": Customer analysis, Company analysis, Collaborator analysis, Competitor analysis, and analysis of the industry Context. In Customer analysis is to develop a schematic diagram for market segmentation, breaking down the market into various constituent groups of customers, which are called customer segments or market segmentation's. Marketing managers work to develop detailed profiles of each segment, focusing on any number of variables that may differ among the segments: demographic, psycho graphic, geographic, behavioral, needs-benefit, and other factors may all be examined. Marketers also attempt to track these segments' perceptions of the various products in the market using tools such as perceptual mapping. Company analysis, marketers focus on understanding the company's cost structure and cost position relative to competitors, as well as working to identify a firm's core competencies and other competitively distinct company resources. Marketing managers may also work with the accounting department to analyze the profits the firm is generating from various product lines and customer accounts. The company may also conduct periodic brand audits to assess the strength of its brands and sources of brand equity. The firm's collaborators may also be profiled, which may include various suppliers, distributors and other channel partners, joint venture partners, and others. An analysis of complementary products may also be performed if such products exist. Marketing management employs various tools from economics and competitive strategy to analyze the industry context in which the firm operates. These include Porter's five forces, analysis of strategic groups of competitors, value chain analysis and others. Depending on the industry, the regulatory context may also be important to examine in detail.
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In Competitor analysis, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors. Marketing management often finds it necessary to invest in research to collect the data required to perform accurate marketing analysis. As such, they often conduct market research (alternately marketing research) to obtain this information. Marketers employ a variety of techniques to conduct market research, but some of the more common include:

Qualitative marketing research, such as focus groups Quantitative marketing research, such as statistical surveys Experimental techniques such as test markets Observational techniques such as ethnographic (on-site) observation
Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis. IMPORTANCE OF MARKETING MANAGEMENT Marketing is a very important aspect in business since it contributes greatly to the success of the organization. Production and distribution depend largely on marketing. Many people think that sales and marketing are basically the same. These two concepts are different in many aspects. Marketing covers advertising, promotions, public relations, and sales. It is the process of introducing and promoting the product or service into the market and encourages sales from the buying public. Sales refer to the act of buying or the actual transaction of customers purchasing the product or service.
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BENEFITS OF MARKETING MANAGEMENT a. Marketing efforts are accomplished in a well-planned, systematic way b. An adequate amount of marketing research and other generated c. Marketing weaknesses are quickly spotted and corrected d. Funds and human resources available for marketing are used as efficiently and effectively as possible e. Marketing efforts are always under careful scrutiny; it is always felt that there is room for improvement f. The organization is in a better position to adapt to change among customers and competition, and in the industry g. Marketing is better integrated into all the organization's activities and within its various departments marketing information is
FUNCTIONS OF MARKETING MANAGEMENT Developing Marketing Strategies & Plans Capturing Marketing Insights Connecting With Customers Building Strong Brands Shaping the Market Offerings Delivering Value Communicating Value Creating Long-Term Growth
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1.2 THEORITICAL BACKGROUND CUSTOMER SATISFACTION Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in absolute terms. The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction
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would be way too low, and customers would easily have the option of leaving for a better contract offer. DEFINITION OF CUSTOMER SATISFACTION Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. A customer's perception of the degree to which their requirements have been fulfilled. PURPOSE OF CUSTOMER SATISFACTION 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. Their principal use is twofold.
1. Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a positive experience with the companys goods and services.
2. Although sales or market share can indicate how well a firm is performing currently,
satisfaction is an indicator of how likely it is that the firms customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes. On a five-point scale, individuals who rate their satisfaction level as 5 are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied
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with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) Individuals who rate their satisfaction level as 1, by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction. CUSTOMER SATISFACTION IN SEVEN STEPS 1. Encourage Face-to-Face Dealings This is the most daunting and downright scary part of interacting with a customer. If you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It's important to meet your customers face to face at least once or even twice during the course of a project. My experience has shown that a client finds it easier to relate to and work with someone they've actually met in person, rather than a voice on the phone or someone typing into an email or messenger program. When you do meet them, be calm, confident and above all, take time to ask them what they need. I believe that if a potential client spends over half the meeting doing the talking, you're well on your way to a sale. 2. Respond to Messages Promptly & Keep Your Clients Informed This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers' queries within the space of a few hours, but at least email or call them back and let them know you've received their message and you'll contact them about it as soon as possible. Even if you're not able to solve a problem right away, let the customer know you're working on it. A good example of this is my Web host. They've had some trouble with server hardware which has caused a fair bit of downtime lately. At every step along the way I was emailed and told exactly what was going on, why things were going wrong, and how long it would be before they
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were working again. They also apologized repeatedly, which was nice. Now if they server had just gone down with no explanation I think I'd have been pretty annoyed and may have moved my business elsewhere. But because they took time to keep me informed, it didn't seem so bad, and I at least knew they were doing something about the problems. That to me is a prime example of customer service. 3. Be Friendly and Approachable A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It's very important to be friendly, courteous and to make your clients feel like you're their friend and you're there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you keep a clear head, respond to your clients' wishes as best you can, and at all times remain polite and courteous. 4. Have a Clearly-Defined Customer Service Policy This may not be too important when you're just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesn't work, then what? Should they contact different people for billing and technical enquiries? If they're not satisfied with any aspect of your customer service, who should they tell? There's nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site -- and anywhere else it may be useful. 5. Attention to Detail (also known as 'The Little Niceties') Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell
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was typed from scratch? These little niceties can be time consuming and aren't always cost effective, but remember to do them. Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued. 6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship. Take this as an example: you're working on the front-end for your client's exciting new ecommerce endeavor. You have all the images, originals and files backed up on your desktop computer and the site is going really well. During a meeting with your client he/she happens to mention a hard-copy brochure their internal marketing people are developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution versions of all the images you've used on the site. A note accompanies it which reads: "Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you with large-scale copies of the graphics I've used on the site. Hopefully you'll be able to make use of some in your brochure." Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will send several referrals your way. 7. Honour Your Promises It's possible this is the most important point in this article. The simple message: when you promise something, deliver. The most common example here is project delivery dates.
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Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and subcontractors don't always deliver on time. In this case a quick apology and assurance it'll be ready ASAP wouldn't go amiss. MEASURING AND MANAGING CUSTOMER SATISFACTION As markets shrink, companies are scrambling to boost customer satisfaction and keep their current customers rather than devoting additional resources to chase potential new customers. The claim that it costs five to eight times as much to get new customers than to hold on to old ones is key to understanding the drive toward benchmarking and tracking customer satisfaction. Measuring customer satisfaction is a relatively new concept to many companies that have been focused exclusively on income statements and balance sheets. Companies now recognize that the new global economy has changed things forever. Increased competition, crowded markets with little product differentiation and years of continual sales growth followed by two decades of flattened sales curves have indicated to today's sharp competitors that their focus must change. Competitors that are prospering in the new global economy recognize that measuring customer satisfaction is key. Only by doing so can they hold on to the customers they have and understand how to better attract new customers. The competitors who will be successful recognize that customer satisfaction is a critical strategic weapon that can bring increased market share and increased profits. The problem companies face, however, is exactly how to do all of this and do it well. They need to understand how to quantify, measure, and track customer satisfaction. Without a clear and accurate sense of what needs to be measured and how to collect, analyze, and use the data as a strategic weapon to drive the business, no firm can be effective in this new business climate. Plans constructed using customer satisfaction research results can be designed to target customers and processes that are most able to extend profits.
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Too many companies rely on outdated and unreliable measures of customer satisfaction. They watch sales volume. They listen to sales reps describing their customers' states of mind. They track and count the frequency of complaints. And they watch aging accounts receivable reports, recognizing that unhappy customers pay as late as possible -- if at all. While these approaches are not completely without value, they are no substitute for a valid, well-designed customer satisfaction survey program. It's no surprise to find that market leaders differ from the rest of the industry in that they're designed to hear the voice of the customer and achieve customer satisfaction. In these companies:
Marketing and sales employees are primarily responsible for designing (with customer input) customer satisfaction surveying programs, questionnaires, and focus groups. Top management and marketing divisions champion the programs. Corporate evaluations include not only their own customer satisfaction ratings but also those of their competitors. Satisfaction results are made available to all employees. Customers are informed about changes brought about as the direct result of listening to their needs. Internal and external quality measures are often tied together. Customer satisfaction is incorporated into the strategic focus of the company via the mission statement. Stakeholder compensation is tied directly to the customer satisfaction surveying program. A concentrated effort is made to relate the customer satisfaction measurement results to internal process metrics.
To be successful, companies need a customer satisfaction surveying system that meets the following criteria:
The system must be easy to understand.
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It must be credible so that employee performance and compensation can be attached to the final results. It must generate actionable reports for management.
OBJECTIVES OF A CUSTOMER SATISFACTION SURVEY PROGRAM In addition to a clear statement defining customer satisfaction, any successful customer survey program must have a clear set of objectives that, once met, will lead to improved performance. The most basic objectives that should be met by any customer surveying program include the following:

Understanding the expectations and requirements of all your customers. Determining how well your company and its competitors are satisfying these expectations and requirements. Developing service and/or product standards based on your findings. Examining trends over time in order to take action on a timely basis. Establishing priorities and standards to judge how well you've met these goals.
Before an appropriate customer satisfaction surveying program can be designed, the following basic questions must be clearly answered:

How will the information we gather be used? How will this information allow us to take action inside the organization? How should we use this information to keep our customers and find new ones?
Careful consideration must be given to what the organization hopes to accomplish, how the results will be disseminated to various parts of the organization, and how the information will be used. There is no point asking customers about a particular service or product if it won't or can't be changed regardless of the feedback. Conducting a customer satisfaction survey program is a burden on the organization and its customers in terms of time and resources. There is no point in engaging in this work unless it has
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been thoughtfully designed so that only relevant and important information is gathered. This information must allow the organization to take direct action. Nothing is more frustrating than having information that indicates a problem exists but fails to isolate the specific cause. Having the purchasing department of a manufacturing firm rate the sales and service it received on its last order on a survey scale of 1 (terrible) to 6 (magnificent) would yield little about how to improve sales and service to the manufacturer. The lesson is twofold. First, general questions are often not that helpful in customer satisfaction measurement, at least not without many other more specific questions attached. Second, the design of an excellent customer satisfaction surveying program is more difficult than it might first appear. It requires more than just writing a few questions, designing a questionnaire, calling or mailing some customers, and then tallying the results. UNDERSTANDING DIFFERING CUSTOMER ATTITUDES The most basic objective of customer satisfaction surveys is to generate valid and consistent customer feedback (i.e., to receive the voice of the customer, which can then be used to initiate strategies that will retain customers and thus protect one of the most valuable corporate assets loyal customers). As it's determined what needs to be measured and how the data relate to loyalty and repurchase, it becomes important to examine the mind-set of customers the instant they are required to make a pre-purchase (or repurchase) decision or a recommendation decision. Surveying these decisions leads to measures of customer loyalty. In general, the customer's pre-purchase mindset will fall into one of three categories -- rejection (will avoid purchasing if at all possible), acceptance (satisfied, but will shop for a better deal), and/or preference (delighted and may even purchase at a higher price). This highly subjective system that customers themselves apply to their decisions is based primarily on input from two sources:
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The customers' own experiences -- each time they experience a product or service, deciding whether that experience is great, neutral or terrible. These are known as "moments of truth."
The experiences of other customers -- each time they hear something about a company, whether it's great, neutral or terrible. This is known as "word-of-mouth."
There is obviously a strong connection between these two inputs. An exceptional experience leads to strong word-of-mouth recommendations. Strong recommendations influence the experience of the customer, and many successful companies have capitalized on that link. How does a customer satisfaction surveying program allow you to make the connection between the survey response and the customer's attitude or mind-set regarding loyalty? Research conducted by both corporate and academic researchers shows a relationship between customer survey measurements and the degree of preference or rejection that a customer might have accumulated. When the customer is asked a customer satisfaction question, the customer's degree of loyalty mind-set (or attitude) will be an accumulation of all past experiences and exposures that can be indicated as a score from 1 (very dissatisfied) to 6 (very satisfied). Obviously, the goal of every company should be to develop customers with a preference attitude (i.e., we all want the coveted preferred vendor status such that the customer, when given a choice, will choose our company), but it takes continuous customer experience management, which means customer satisfaction measurement, to get there -- and even more effort to stay there. METHODOLOGIES American Customer Satisfaction Index (ACSI) is a scientific standard of customer satisfaction. Academic research has shown that the national ACSI score is a strong predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption Expenditure (PCE) growth. On the microeconomic level, research has shown that ACSI data
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predicts stock market performance, both for market indices and for individually traded companies. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth recommendations, and purchase behavior. The ACSI measures customer satisfaction annually for more than 200 companies in 43 industries and 10 economic sectors. In addition to quarterly reports, the ACSI methodology can be applied to private sector companies and government agencies in order to improve loyalty and purchase intent. Two companies have been licensed to apply the methodology of the ACSI for both the private and public sector: CFI Group, Inc. applies the methodology of the ACSI offline, and Foresee Results applies the ACSI to websites and other online initiatives. ASCI scores have also been calculated by independent researchers, for example, for the mobile phones sector, higher education, and electronic mail. The Kano model is a theory of product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano that classifies customer preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some insight into the product attributes which are perceived to be important to customers. SERVQUAL or RATER is a service-quality framework that has been incorporated into customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction Barometer) to indicate the gap between customer expectations and experience. J.D. Power and Associates provides another measure of customer satisfaction, known for its topbox approach and automotive industry rankings. J.D. Power and Associates' marketing research consists primarily of consumer surveys and is publicly known for the value of its product awards. Other research and consulting firms have customer satisfaction solutions as well. These include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the Stages of Excellence framework and which helps define a companys status against eight critically identified dimensions.
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For Business to Business (B2B) surveys there is the Info Quest box. This has been used internationally since 1989 on more than 110,000 surveys (Nov '09) with an average response rate of 72.74%. The box is targeted at "the most important" customers and avoids the need for a blanket survey. BEST PRACTICES IN CUSTOMER SATISFACTION RESEARCH How satisfied are your customers? Are they more or less pleased with your company than they were last year? How does your customer satisfaction level compare with that of your competitors? What impact does it have on your companys profits? How do you know? Guesswork and hunches wont cut it. You need hard data. You need to measure and monitor customer satisfactionconsistently and regularly. You need a customer satisfaction research strategy and program. You can do it yourself, but there are a few things you need to consider. This paper gives you the benefit of the experience and lessons learned by industry experts to help you design, distribute, and analyze your customer satisfaction research. We want you to act on insight, not instinct. WHY MEASURE CUSTOMER SATISFACTION? Customer satisfaction is tied directly to profitability. If your customers are happy, they tend to be loyal. And if theyre loyal they not only buy more, they refer other customers. Well-established research by Bain & Company found that, for many companies, an increase of 5% in customer retention can increase profits by 25% to 95%. The same study found that it costs six to seven times more to gain a new customer than to keep an existing one.
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"It's six to seven times more expensive to gain a new customer than it is to retain an existing customer." "A 5% increase in customer retention can increase profits by 25% to 95%."
Moreover, one bad experience can outweigh a whole lot of good experiences. Because of e-mail and instant messaging, that bad experience can quickly be broadcast to dozens, hundreds, or thousands of other customers, magnifying its impact. So if your business is doing something that frustrates customers, you need to know right away. It is critical to give customers the opportunity to provide feedback about their overall satisfaction level and specific likes and dislikes. It is equally important to consistently measure and monitor that input. Without an effective customer satisfaction research program in place, your company will be losing business, missing opportunities, and putting itself at a competitive disadvantage.
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Customer Satisfaction Surveys: Tips and Practical Advice The first steps in establishing a customer satisfaction program are determining when to distribute your survey, how many customers will be invited to respond, and how to deliver the survey to them. Well take a closer look at how to formulate your survey questions in the next section. 1. When to Conduct Customer Satisfaction Research
Many managers wonder how frequently they should conduct customer satisfaction surveys. The answer depends on the size of the customer base and the purpose of the research. There are two key types of surveys, and they serve very different purposes:
Transactional surveys solicit feedback directly from the product or service user about that particular encounter. They are conducted immediately after each customer transaction. For example, a survey may be administered after a call center experience.
Relationship surveys collect input from people who have an ongoing relationship with the company and have had multiple transactions. They are regularly scheduled surveys often quarterly. The respondents typically are responsible for deciding whether to continue the working relationship.
Transactional surveys are sent out at the discretion of whoever has contact with customersbut the data should be collected immediately after the interaction while the experience is still fresh in the customers mind. Relationship surveys should be spread out over the course of a year. Here are a couple of points to keep in mind:
If there is only one data point for each year, a single event could have a large impact on results. Research in the hotel industry reveals that satisfaction ratings are consistently higher in the spring than in the fall.
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For companies with a sufficiently large customer baseat least 10,000relationship surveys can be conducted on a continuous basis but reported on a monthly basis to address the effects of seasonality or single events.
In many cases conducting both transactional and relationship surveys may be appropriate. For example, a company may conduct transactional research for customer service purposes and relationship research for routine checkups on the health of the business. 2. How Many Customers to Survey
For companies with a small customer basefor example, 2,000 or fewerinterview as many customers as possible. If your budget allows it, offer an incentive such as company merchandise or a small gift certificate to compensate respondents for their time. If your company has more than 2,000 customers and it is not economically feasible to survey all of them, you can survey a subset. In this case youll need to consider the following concepts relating to sample selection and accuracy of results:
Random selection. First, it is essential that a random selection of customers be contacted to avoid introducing bias into how the customers were selectedand to help ensure that the sample of customers is representative of the entire customer base. For example, if a company surveyed only customers who contacted customer service, those individuals may be very different from customers who have not contacted customer service.
Margin of error. Next you need to establish the level of precision you want to have in the accuracy of the results. The margin of error (also known as a confidence interval) is an indicator of sample accuracy for random samples. It is the plus-or-minus figure that is commonly reported with news polls, such as plus or minus four points. In a customer satisfaction example, if the reported result is 80% satisfaction with a 4-point margin of error, that means the true answer is somewhere between 76% (80 4) and 84% (80 + 4) assuming the whole population of customers had been asked. The larger the sample size, the more accurate the results (or the smaller the confidence interval).
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Confidence level. Then you need to determine how certain you want to be that the survey results are within the margin of error. The confidence level indicates the level of certainty that the survey results are within the confidence interval for random samples. Typically, researchers use the 95% confidence level.
Together, the confidence level and margin of error together describe the certainty you have in the precision of the data. For example, for a reported result of 80% satisfaction at the 95% confidence level with a 4-point margin of error, you can say that you are 95% certain that percentage of satisfied customers is between 76% and 84%. The table below outlines the sample sizes needed for different customer bases at varying levels of accuracy at the 95% confidence level.
Another important consideration in determining the sample size is how much analysis will need to be done on groups of customers. To analyze customers in particular industries or regions, the sample size should be adjusted to at least 75 people in each group. A number of online sample-size calculators are available that will provide the sample size necessary for a particular confidence interval, or the margin of error for a particular sample size. Just search sample size calculator with your search engine of choice on the Internet.
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3. How to Distribute Your Survey
The best means of distributing a survey depends on whether it is a transactional or relationship survey. A transactional survey is conducted at the point of customer contact. Depending on the nature of the customer contact, an in-person, telephone, or online survey may be appropriate. Relationship surveys, on the other hand, are most cost-effectively conducted online. Online data collection offers significant advantages over other modes of interviewing customers, and you should use it whenever possible. The advantages include:
Speed. The Internet offers instantaneous distribution of survey and real-time accumulation and tabulation of results. This allows for immediate data analysis, even while the survey is still in progress. Because customer satisfaction results are used to identify problems and fix them, the faster responses arrive, the faster they can be addressed. In contrast, mail surveys suffer from long lag times and low response rates, as low as 5%. Telephone surveys take longer because of declining response rates. Refusal rates for phone interviews have reached 60% (AC Nielsen, 2004). With the ease of answering online surveys, they can be completed faster and a broader segment of the customer base can be reached. Depending on a number of variablesthe relationship with the survey recipients, the length of the survey, whether a reminder is sent, and whether an incentive is offeredresponse rates for online surveys can be upward of 35%. Even for online surveys in which there is no prior relationship with recipients, response rates can be 23% to 31% (Quirks Marketing Research Review, 2005).
Candor. People are more honest when their answers are not filtered through someone on the phone. This is essential for research on sensitive subject matter where studies indicate people are more likely to answer questions on the Web than they are on the phone or in personal interviews. (Quirks Marketing Research Review, 2003). The removal of interviewer bias and the elimination of the wait time for an interviewer to record results also yields more candid and complete responses to open-ended questions. This is particularly important when customers volunteer additional information to explain their
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satisfaction ratings. Such responses provide insight into what a company is doing well and frequently provide warning signs about the health of the business relationship.
Cost. The Internet eliminates many of the costs associated with traditional marketing research. Online surveys avoid postage and telephone costs as well as basic materials like paper, staples, envelopes, and printing. Because it is self-directed, there is no interviewer cost. Finally, its more convenient so the cost of offering incentives can be reduced.
Online and offline methods of data collection can also be combined. If offline methods are necessary for part of the customer base, the data for customers who can be reached only via mail, in person, or by telephone can be input to an online survey tool. That way all survey results can be captured, reviewed, and analyzed together.
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2.1 STATEMENT OF THE PROBLEM

To find out the level of customer satisfaction with respect to pre sales , point of sales and post sales service of products . To find out if any shortcomings exists in the services and recommend any improvements
2.2 NEED AND IMPORTANCE OF STUDY :

This study will help me to understand customer needs and problems during the survey and obtaining customer feedback for improving product and services and suggesting measures to the company to improve satisfaction among existing customers and retaining them for lifelong. And this study will help to Understanding the expectations and requirements of all the customers.
2.3 OBJECTIVES OF THE STUDY:

To know the present customer satisfaction level of pre sales, point of sales and post sales
service of Maruthi products.

To know whether the customers are satisfied with the present pricing strategy put by the
company.
2.4 OPERATIONAL DEFINITIONS

CUSTOMER SATISFACTION: Customer satisfaction is the customers perception of the actual service received as compared to the service they expected.
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COST-EFFECTIVENESS ANALYSIS: Cost-effective analysis (CEA) is a form of the economic analysis that compares the relative expenditure (costs) and outcomes (effects) of two or more courses of action. Cost -Effectiveness analysis is the distinct from cost benefit analysis, which assigns a monetary value to the measure of effect. METIRIAL HANDLING Material handling-act of loading and unloading and moving goods within e.g. a factory especially using mechanical devices handling manual (Or mechanical) carrying or moving or delivering or working with something BRANDING Entire process involved in creating a unique name and image for a product (goods and service) in the consumers mind, through advertising campaigns with consistent theme Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customer. CUSTOMER PERCEPTION: Consumer behavior is one of the topics that marketer uses to better understanding of consumer on how their behavior reacts when come to buying decisions .perception is how one view under the influence of past experience,personal opinion. CUSTOMER A customer, also called client, buyer, or purchaser is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or service. However, in certain contexts, the term customer also includes by extension
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Anyone who uses or experiences the service of another a customer may also be a viewer of the product or service that is being sold despite deciding to not buy them imperative in modern business- a strategy whose objective is CUSTOMER RETENTION Customer Retention is the activity that a selling organization undertakes in order to reduce customer defections. Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. To retain their revenue contribution CUSTOMER RELATIONSHIP MANAGEMENT: Customer relationship management is a broadly recognized widely implemented stratery for managing and nurturing a companys interaction with clients and sales prospects.-principally sales activities. But also those for marketing, customer service, And technical support. The overall goals are to find attract, and win new client service once simply a label for a category of software tools, today, it generally denotes a company- wide business strategy embracing all client-facing department and even beyond when an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational coasts
2.5 SCOPE OF THE STUDY:

The scope of the study will be limited to Vadakara, Calicut of the Maruthi range of automobiles. We will be looking at service and the pricing levels of the products.
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2.6 SOURCES OF DATA

Type of data Primary data: The data collected first hand by the researcher concerned with the research problem refers to the Primary data. Secondary data: The information available at various sources made for some other purpose but facilitating the study undertaken is called as Secondary data.
2.7 LIMITATION OF STUDY

The Research covers a sample size of only 100 which could be small as compared to the
population. The study was confirmed to Vadakara due to which the result cannot be applied universally.
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3.1 INDUSTRIAL BACKGROUND AUTOMOBILE INDUSTRY

The Automotive industry in India is one of the largest in the world and one of the fastest growing globally. India manufactures over 11 million vehicles (including 2 wheeled and 4 wheeled) and exports about 1.5 million every year. It is the world's second largest manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009.India's passenger car and commercial vehicle manufacturing industry is the seventh largest in the world, with an annual production of more than 2.6 million units in 2009. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea, and Thailand. As of 2009, India is home to 40 million passenger vehicles and more than 2.6 million cars were sold in India in 2009 (an increase of 26%), making the country the second fastest growing automobile market in the world. According to the Society of Indian Automobile Manufacturers, annual car sales are projected to increase up to 5 million vehicles by 2015 and more than 9 million by 2020.By 2050, the country is expected to top the world in car volumes with approximately 611 million vehicles on the nation's roads. A chunk of India's car manufacturing industry is based in and around Chennai, also known as the "Detroit of India with the India operations of BMW, Ford, Hyundai and Nissan headquartered in the city. Chennai accounts for 60 per cent of the country's automotive exports.Gurgaon and Manesar near New Delhi are hubs where all of the Maruti Suzuki cars in India are manufactured. The Chakan corridor near Pune, Maharashtra is another vehicular production hub with companies like General Motors, Volkswagen, Skoda, Mahindra and Mahindra, Tata Motors, Mercedes Benz, Fiat and Force Motors having assembly plants in the area. Ahmedabad with the Tata Nano plant, Halol with General Motors in Gujarat, Aurangabad with Audi in Maharashtra and Kolkatta with Hindustan Motors in West Bengal are some of the other automotive manufacturing regions around the country.
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HISTORY
The first car ran on India's roads in 1897. Until the 1930s, cars were imported directly, but in very small numbers. Embryonic automotive industry emerged in India in the 1940s. Mahindra & Mahindra was established by two brothers as a trading company in 1945, and began assembly of Jeep CJ-3A utility vehicles under license from Willys.The company soon branched out into the manufacture of light commercial vehicles (LCVs) and agricultural tractors. Following the independence, in 1947, the Government of India and the private sector launched efforts to create an automotive component manufacturing industry to supply to the automobile industry. However, the growth was relatively slow in the 1950s and 1960s due to nationalization and the license raj which hampered the Indian private sector. After 1970, the automotive industry started to grow, but the growth was mainly driven by tractors, commercial vehicles and scooters. Cars were still a major luxury. Japanese manufacturers entered the Indian market ultimately leading to the establishment of Maruti Udyog. A number of foreign firms initiated joint ventures with Indian companies. In the 1980s, a number of Japanese manufacturers launched joint-ventures for building motorcycles and light commercial-vehicles. It was at this time that the Indian government chose Suzuki for its joint-venture to manufacture small cars. Following the economic liberalization in 1991 and the gradual weakening of the license raj, a number of Indian and multi-national car companies launched operations. Since then, automotive component and automobile manufacturing growth has accelerated to meet domestic and export demands. Following economic liberalization in India in 1991, the Indian automotive industry has demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti Suzuki and Mahindra and Mahindra, expanded their domestic and international operations. India's robust economic growth led to the further expansion of its domestic automobile market which has attracted significant
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India-specific investment by multinational automobile manufacturers.In February 2009, monthly sales of passenger cars in India exceeded 100,000 units and has since grown rapidly to a record monthly high of 182,992 units in October 2009.From 2003 to 2010, car sales in India have progressed at a CAGR of 13.7%, and with only 10% of Indian households owning a car in 2009 (whereas this figure reaches 80% in Switzerland for example) this progression is unlikely to stop in the coming decade. Congestion of Indian roads, more than market demand, will likely be the limiting factor. SIAM is the apex industry body representing all the vehicle manufacturers, home-grown and international, in India.
SUPPLY CHAIN OF AUTOMOBILE INDUSTRY

The supply chain of automotive industry in India is very similar to the supply chain of the automotive industry in Europe and America. The orders of the industry arise from the bottom of the supply chain i. e., from the consumers and go through the automakers and climbs up until the third tier suppliers. However the products, as channeled in every traditional automotive industry, flow from the top of the supply chain to reach the consumers. Automakers in India are the key to the supply chain and are responsible for the products and innovation in the industry. The description and the role of each of the contributors to the supply chain are discussed below. Third Tier Suppliers: These companies provide basic products like rubber, glass, steel, plastic and aluminium to the second tier suppliers. Second Tier Suppliers: These companies design vehicle systems or bodies for First Tier Suppliers and OEMs. They work on designs provided by the first tier suppliers or OEMs. They also provide engineering resources for detailed designs. Some of their services may include welding, fabrication, shearing, bending etc. First Tier Suppliers: These companies provide major systems directly to assemblers. These companies have global coverage, in order to follow their customers to various locations around
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the world. They design and innovate in order to provide black-box solutions for the requirements of their customers. Black-box solutions are solutions created by suppliers using their own technology to meet the performance and interface requirements set by assemblers. First tier suppliers are responsible not only for the assembly of parts into complete units like dashboard, breaks-axel-suspension, seats, or cockpit but also for the management of second-tier suppliers. Automakers/Vehicle Manufacturers/Original Equipment Manufacturers (OEMs): After
researching consumers wants and needs, automakers begin designing models which are tailored to consumers demands. The design process normally takes five years. These companies have manufacturing units where engines are manufactured and parts supplied by first tier suppliers and second tier suppliers are assembled. Automakers are the key to the supply chain of the automotive industry. Examples of these companies are Tata Motors, Maruti Suzuki, Toyota, and Honda. Innovation, design capability and branding are the main focus of these companies. Dealers: Once the vehicles are ready they are shipped to the regional branch and from there, to the authorized dealers of the companies. The dealers then sell the vehicles to the end customers. Parts and Accessory: These companies provide products like tires, windshields, and air bags etc. to automakers and dealers or directly to customers. Service Providers: Some of the services to the customers include servicing of vehicles, repairing parts, or financing of vehicles. Many dealers provide these services but, customers can also choose to go to independent service providers.
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EXPORTS
Mahindra Scorpio Jeep in service with the Italy's CNSAS. India's automobile exports have grown consistently and reached $4.5 billion in 2009, with United Kingdom being India's largest export market followed by Italy, Germany, Netherlands and South Africa. India's automobile exports are expected to cross $12 billion by 2014. According to New York Times, India's strong engineering base and expertise in the manufacturing of low-cost, fuel-efficient cars has resulted in the expansion of manufacturing facilities of several automobile companies like Hyundai Motors, Nissan, Toyota, Volkswagen and Suzuki. In 2008, Hyundai Motors alone exported 240,000 cars made in India. Nissan Motors plans to export 250,000 vehicles manufactured in its India plant by 2011.Similarly, General Motors announced its plans to export about 50,000 cars manufactured in India by 2011. In September 2009, Ford Motors announced its plans to setup a plant in India with an annual capacity of 250,000 cars for US$500 million. The cars will be manufactured both for the Indian market and for export. The company said that the plant was a part of its plan to make India the hub for its global production business. Fiat Motors also announced that it would source more than US$1 billion worth auto components from India.
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In July 2010, The Economic Times reported that PSA Peugeot Citroen was planning to re-enter the Indian market and open a production plant in Andhra Pradesh with an annual capacity of 100,000 vehicles, investing EUR 700M in the operation.PSA's intention to utilize this production facility for export purposes however remains unclear as of December 2010.
A Tata Safari on display in Poznan, Poland. In 2009 India (0.23m) surpassed China (0.16m) as Asia's fourth largest exporter of cars after Japan (1.77m), Korea (1.12m) and Thailand (0.26m) by allowing foreign carmakers 100% ownership of factories in India, which China does not allow. In recent years, India has emerged as a leading center for the manufacture of small cars. Hyundai, the biggest exporter from the country, now ships more than 250,000 cars annually from India. Apart from shipments to its parent Suzuki, Maruti Suzuki also manufactures small cars for Nissan, which sells them in Europe. Nissan will also export small cars from its new Indian assembly line. Tata Motors exports its passenger vehicles to Asian and African markets, and is in preparation to launch electric vehicles in Europe in 2010. The firm is also planning to launch an electric version of its low-cost car Nano in Europe and the U.S. Mahindra & Mahindra is preparing to introduce its pickup trucks and small SUV models in the U.S. market. Bajaj Auto is designing a low-cost car for the Renault Nissan Automotive India, which will market the product worldwide. Renault Nissan may also join domestic commercial vehicle manufacturer Ashok Leyland in another small car project. While the possibilities are impressive, there are challenges that could thwart future growth of the Indian automobile industry. Since the demand
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for automobiles in recent years is directly linked to overall economic expansion and rising personal incomes, industry growth will slow if the economy weakens.
INDIAN AUTOMOTIVE COMPANIES

Chinkara Motors: Beachster, Hammer, Roadster 1.8S, Rockster, Jeepster, Sailster Hindustan Motors: Ambassador ICML: Rhino Rx Mahindra: Major, Xylo, Scorpio, Bolero, Thar, Genio Premier Automobiles Limited: Sigma, RiO San Motors: Storm Tata Motors: Nano, Indica, Indica Vista, Indigo, Indigo Manza, Indigo CS, Sumo, Venture, Safari, Xenon, Aria
JOINT VENTURE AUTOMOTIVE COMPANIES IN INDIA
Maruti Suzuki: 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4, Omni, Versa, Eeco, Gypsy, Grand Vitara
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FOREIGN AUTOMOTIVE COMPANIES IN INDIA Vehicles manufactured or assembled in India
Manufactured only in Chennai, India, the i10 is one of Hyundai's best selling globally exported cars.
Maruti Swift. Maruti Suzuki, a subsidiary of Japan's Suzuki Motor, is the largest automobile manufacturer in India.

BMW India: 1 Series, 3 Series, 5 Series, X1. Fiat India (in collaboration with Tata Motors): Grande Punto, Linea, Palio Stile. Ford India: Ford Figo, Ikon, Fiesta, Endeavour. General Motors India
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Chevrolet (CSPIL): Spark, Beat, Aveo U-VA, Aveo, Optra, Cruze, Tavera. Honda Siel: Jazz, City, Civic, Accord. Hyundai Motor India: Santro, i10, i20, Accent, Verna Transform, Sonata Transform. Mahindra Renault: Logan Mercedes-Benz India: C-Class, E-Class. Mitsubishi (in collaboration with Hindustan Motors): Lancer, Lancer Cedia, Pajero Nissan Motor India: Micra. Toyota Kirloskar: Etios, Corolla, Innova, Camry. Volkswagen India: Polo, Vento, Jetta, Passat. Audi India: A4, A6. koda Auto India: Fabia, Octavia, Laura, Superb, Yeti.
VEHICLES IMPORTED TO INDIA

Audi: A8, S4, S6, S8, TT, R8, Q5, Q7. Bentley: Arnage, Azure, Brooklands, Continental GT, Continental Flying Spur, Mulsanne. BMW: 5 Series GT, 6 Series, 7 Series, X3, X5, X6, X6 M, M3, M5, M6 and Z4. Bugatti: Veyron Chevrolet: Captiva. Fiat: 500, Bravo. General Motors: Hummer H2, Hummer H3. Honda: Civic Hybrid, CR-V. Hyundai: Santa Fe.
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Jaguar: XF, XJ, XK. Lamborghini: Gallardo, Murcilago. Land Rover: Range Rover, Range Rover Sport, Discovery 4, Freelander 2. Maybach: 57 and 62. Mercedes-Benz: CL-Class, GL-Class, M-Class, R-Class, CLS-Class, S-Class, SL-Class, SLK-Class, Viano, G-Class, SLS. Mitsubishi: Montero, Outlander, Evo X. Nissan: Teana, X-Trail, 370Z, GT-R. Porsche: 911, Boxster, Panamera, Cayman, Cayenne, Carrera GT. Rolls Royce: Ghost, Phantom, Phantom Coup, Phantom Drophead Coup. koda: Yeti, Superb. Suzuki: Grand Vitara, Kizashi. Toyota: Land Cruiser, Land Cruiser Prado, Fortuner, Prius. Volkswagen: Beetle, Tiguan, Touareg, Phaeton. Volvo: S60, S80, XC60, XC90.
COMMERCIAL VEHICLE MANUFACTURERS IN INDIA Indian brands

Force Hindustan Motors Premier Tata AMW Eicher Motors
Joint Venture Brands
VE Commercial Vehicles Limited- VE Commercial Vehicles limited - A JV between Volvo Groups & Eicher Motors Limited.
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Ashok Leyland- originally a JV between Ashok Motors and Leyland Motors, now 51% owned by Hinduja Group Mahindra Navistar- a 51:49 JV between Mahindra Group and Navistar International Swaraj Mazda - originally a JV between Punjab Tractors and Mazda, now 53.5% owned by Sumitomo Group Kamaz Vectra- A JV between Russia's KaMAZ and the Vectra Group
Foreign brands

Volvo Tatra MAN - as a JV with Force Motors, makes MAN Trucks in India Mercedes-Benz sells luxury buses in India Daimler AG - manufactures BharatBenz, a brand of trucks based on the Fuso and the Mercedes Benz truck platforms, which Daimler AG owns Scania Iveco Hino Isuzu Piaggio Caterpillar Inc.
ELECTRIC CAR MANUFACTURERS IN INDIA

Ajanta Group Mahindra Hero Electric REVA Tara International Tata
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The Indian automobile industry is the tenth largest in the world with an annual production of approximately 2 million units. Indian auto industry, promises to become the major automotive industry in the upcoming years and the industry experts are hopeful that it will touch 10 million units mark. Indian automobile industry is involved in design, development, manufacture, marketing, and sale of motor vehicles. There are a number of global automotive giants that are upbeat about the expansion plans and collaboration with domestic companies to produce automobiles in India. The major car manufacturers in India are Maruti Udyog, Hyundai Motors India Ltd., General Motors India Pvt. Ltd., Honda Siel Cars India Ltd., Toyota Kirloskar Motor Ltd., Hindustan Motors etc. The two-wheeler manufacturers in India are Honda Motorcycle & Scooter India (Pvt.) Ltd., TVS, Hero Honda, Yamaha, Bajaj, etc. The heavy motors including buses, trucks, auto rickshaws and multi-utility vehicles are manufactured by Tata-Telco, Eicher Motors, Bajaj, Mahindra and Mahindra, etc. Quick Facts:

First Indian to own a car in India was Jamshedji Tata. First woman to drive a car in India was Mrs. Suzanne RD Tata. The passenger car and motorcycle segment in the Indian auto industry is growing by 8-9 percent. Commercial vehicle will grow by 5.2 per cent. The first automobile in India was rolled in 1897 in Bombay. India is a potential emerging auto market. Motorcycles contribute 80% of the two-wheeler industry. Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%). India is the largest two-wheeler manufacturer in the world.
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India's motorcycle segment will grow by 8-9 percent in the coming years. 11. India is the fifth largest commercial vehicle manufacturer in the world. 12. India has the number one global motorcycle manufacturer. 13. In Asia, India is the fourth largest car market.
Used car Market The new chapter in the automobile industry is that of used cars. The massive demand of used cars indicates that cars are becoming increasingly popular. Those who can't afford the luxury cars and their high prices are opting for used cars. In today's time, customers are conscious and diligently investing on car dealership. Car buyers are investing heavily a lot of time for both to sell a car and buy car. There's also a number of car websites that have offering detailed information on new car prices, used cars, car reviews, Chevrolet cars, jaguar cars and luxury cars. Market Share At present major Indian, European, Korean, Japanese automobile companies are holding significant market shares. In commercial vehicle, Tata Motors dominates over 60% of the Indian commercial vehicle market. Tata Motors is the largest medium and heavy commercial vehicle manufacturer. Among the two-wheeler segment, including scooters and mopeds- motorcycles have- major share in the market. Hero Honda contributes 50% motorcycles to the market in which Honda holds 46% share in scooter and TVS makes 82% of the mopeds in the country. In the three wheeler industry in India, Piaggio holds 40% of the market share. Bajaj is the leader by making 68% of the three-wheelers. Car manufacturers in India dominate the passenger vehicle market by 79%. Maruti Suzuki is the largest car producer in India and has 52% share in passenger cars and is a complete monopoly in multipurpose vehicles. In utility vehicles Mahindra holds 42% share. Hyundai and Tata Motors is the second and third car producer in India.
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3.2 ABOUT THE ORGANIZATION
Welcome to our Sales & Services locations of Indus Motor Co. Pvt. Ltd. We will assist you from the time of choosing your vehicle model, colour, finding the best finance option that suits you. We will constantly keep you update about your vehicle status until the delivery of the Vehicle is done. In case your vehicle needs any service, we are at your service, with options of collecting your vehicle from your doorstep and once the work is over we will deliver it back to you. We have features like Maruti on Road Service in case your vehicle gets breakdown on the way. Our Maruti skilled technicians will come to the location where your vehicle is and rectify your problem or if its a major work that has to be attended at the workshop your vehicle will be towed to the nearest Service Station. Our Vision Transform Indus into World Class Dealership. Our Mission We will pursue the development of our financial and human resources through diversified business activities, in an ethical and socially responsible manner and in pace with the advancements of the day. We will uphold a professional code of conduct in the pursuit of our goals and are committed to taking up social responsibilities as a corporate citizen by dedicating a significant share of our
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productive surpluses for espousing social causes that would benefit our employees, their families and the society at large. FOUNDER
Mr. Abdul Wahab P V, Chairman PEEVEES & Bridge way Group of Companies. Mr. P V Abdul Wahab is a person who rose from a humble background and now is a dynamic entrepreneur heading the PEEVEES and Bridge way Group of companies. Today, Mr. Wahabs business portfolio includes a conglomerate spread across India and the Middle East. Besides his business interests, Mr. Wahab is associated with various cultural and social organizations. He is a member of Rajiv Gandhi International Sports Foundation, Malabar Development Board, Malabar Chamber of Commerce and Chairman, Malabar Airport Development Action Committee (MADAC). Besides various distinguished awards, Mr. Wahab was also honoured in House of Commons, London in November 2003. Mr. Abdul Wahab is also a Member of Parliament (MP), (Rajyasabha) Values & Beliefs The enduring belief that our corporate destiny is inextricably entwined with those of our employees and customers carries us towards a profitable and ethical business model.
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Quality Policy Customer satisfaction through quality services achieved by through constant adherence and continual improvement in quality services and systems following P.D.C.A (Plan, Do, Check Act) technique in all our functions and actions complying with the requirements.
ACHIEVEMENTS & AWARDS
Awards received by INDUS MOTORS in the Maruti Suzuki Dealer Conferance-2010 All India best performance All India Highest sales Platinum Dealer in balance Scorecard Best in Customer satisfaction in Service - TVM Best in Customer Satisfaction in sales - Chn Highest sales in Maruti Genuine Accessories Highest Rural sale in India Best performance in institutional Sales Zonal Highest sale Dealer in 1000 Club
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3.3 NATURE OF BUSINESS

Indus motors play an important intermediary role in the promotion of brand equity and sale of a particular brand of cars. In the process, they build up the reputation and contribute towards the growth of the company's market share. In India, the role of car dealers was limited to a mere selling of cars that has undergone a substantial change in the recent times with dealers emerging as an important point of connect between the company and the customers for the cars. Car dealers of todays are expected to act as a catalyst to promote the sales of a car. At the first instance, car dealers are to have a good collection of cars. Car dealership depends on availability of the brand new cars and the location of the showroom. Depending upon the brand and type of cars, dealer location ensures that the potential customers get the best of strategic advantages. The ambiance and the customer services are equally important. The customer should feel welcome at the car dealers place and the more a car dealer is able to generate that sort of feelings among his potential customers, the likelihood of car sales is to increase. Customer Requirements Sales associate at the new car dealer's place should be able to understand the exact requirements of the customer and accordingly explain the traits of the car that matches his needs. In addition, s/he should understand the customer preferences and likings and the auto dealer should ensure that all such feedback is reported back to the concerned company that will help them to make the changes in the car, if and where necessary. Among the Indian car dealers, Maruti continues to be the numero uno. With a large dealer network spanning all parts of the country, including some of the remotest and high terrain areas, Maruti has maintained a clear lead with its car dealer network. Tata Motors too has bridged the gap considerably in recent months with greater aggression being shown in setting up dealer
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networks, especially in the towns and cities. Hyundai and Ford however, continue to maintain a car dealer network that remains limited broadly to the major towns and cities in the country. Chevy car dealers also have a good network. You may also now find various car dealer websites that give ample information, preferably with illustrations, on each model of cars they intend to sell. This is good development considering the technological advancements.
3.4 PRODUCTS AND SERVICES OFFERED

A Star
Powered by the latest state-of -the art , light weight , 998cc K10B petrol engine, A-star is the best in class fuel efficient car with a mileage of 19.59 kilometers per litre, as tested by ARAI, Pune.
Eeco
For those who seek happiness on four wheels for both home and work, Maruti presents the Maruti Suzuki Eeco a car that not only meets your familys dreams, but also helps you achieve
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your work aspirations! The Maruti Suzuki Eeco packs many a happy surprise in styling, comfort, driving, and usage. Every aspect of the Maruti Suzuki Eeco has been designed keeping your life and style in mind. From the things you would expect from it as a family car, to how you would like to use it in your work.
Grand Vitara
Grand Vitara XL-7 is designed to fit your life. It's the right size to carry just about everything you're likely to need in your daily driving errands. And it's versatile enough to handle that big shopping trip or a long weekend getaway. First of all, it has a standard adjustable second row of seats.
Gypsy
Within each of us lies the spirit of freedom and adventure. A spirit that seeks to unshackle oneself from the grind and monotony of everyday living. To go off the beaten track of daily life to explore and discover the unknown. To just get away from it all, to enjoy the spirit of freedom, and exhilaration that our heart desires. This is the spirit of the Gypsy. With an incredible power of 80 bhp @ 6000 rpm. And a whopping torque of 103 Nm @ 4500 rpm.
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Maruti
The all time favorites on Indian roads, Maruti 800, now come with new features. The signature fuel efficiency and hassle free maintenance gives the best value in the economic range of cars. There are more than 23 lakh customers to opinion about the Maruti 800 because it has been their No. 1 preference over the years. Providing unmatched fuel efficiency, unbeatable pricing and hassle free maintenance, the low cost of owning a Maruti 800 brings a lasting smile on the face of the proud Indian. Moreover, the small, slim and sleek dimensions make driving easy anywhere around the city, town or narrow lanes crowning the driver the king pin of the busy chaotic roads..
Maruti Alto
Maruti Alto is one of the bestselling car in India. It has included different new features in it like clear lens headlamps, sparkling tail lamps, dynamic front grill and bumper, stylish fabric, rotary control for AC etc. Other features that are really important for the comfort and safety of the passenger are electronic power steering, excellent services back up, convenient cup holders, high
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rigid monocoque frame made of high tensile steel, front and rear seat belts, booster assisted brakes etc. Its better mileage and low engine friction make this car most fuel efficient car in A2 segment (petrol).
New Estilo
New Estilo is, from the looks of it, the car boasts of an all new front styling, which includes a revised grill, new headlamps and a macho bumper that has sculpted integrated fog lamps. New wheel covers compliment the entire exterior makeover to give this car a style that is in sync with today's market demands. There is no question about it that Maruti Suzuki has taken the pains in making the new Estilo part of the family and in doing so, they have stripped it of its plain-jane looks and have given it a bolder stance.
Omni
Omni Cargo LPG is a value addition to the Omni. This model with company fitted LPG kit has lower running cost compared to diesel and is a safe way to carry cargo. The other Omni variants include the Omni 5 seater and Omni 8 seater.Indias original multipurpose vehicle, the Maruti
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Omni needs no introduction. Meeting diverse needs across different user segments it can double up as both people friendly as well as a goods carrier vehicle. Available in 6 types, the Omni comes in 5 seater, 8 seater, cargo, ambulance, CNG and LPG variants. As the most faithful business partner it incorporates the time tested & trusted advantage of space and economy providing the perfect transportation solution
Ritz
Suzuki pulls a Ritzy move out of its small car bag of tricks to offer a very competent alternative to all the large hatchbacks on the market today. Adil Jal Darukhanawala has the gen on this lil' performer after an exclusive first drive. Let's get one thing clear straight away about Suzuki's new supermini. It ain't going to be making waves as a Wagon R replacement which many of you thought was on the cards but then that is the good thing, both for Maruti Suzuki and also for the consumer who wants a more family-oriented large hatchback. Great for Maruti Suzuki because it allows the product planners to move the Wagon R into a newer perch and position in the market (think taxi or utility) and at the same time the firm's premium hatchback portfolio gets enhanced.
Swift
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Swift is style expression of modern times. Spacious with tall boy design, it is a instant hit. A fabulous vehicle on road that looks fresh with a unique concept design, the Maruti Swift is a crowd puller in its small but sensible sense. Setting the Indian roads on fire, the car has delivered its promise of another satisfying customer car. Here's the feel... it's a 1.3ltr. All aluminium engine that responds to the slightest stimuli from your toes. The wide-bodied construction helps ensure you keep your balance while your tyres twist & turn along the curvy Indian roads. Built with an engine that is fine tuned to perform at low and medium range speeds, the creators of the car have managed to successfully incorporate a range of advanced technologies balancing feasibility, efficiency and performance for the traffic sensitive owner..
Sx4
The macho machine rules the roads and commands respect wherever it goes. The new Maruthi SX4 with muscular looks and dynamic exterior finish is a mans dream come true. The tallest, widest and broadest in its class, the SX4 stands head and shoulder above competition. With all elegance of a saloon, it has a contemporary 1.6-litre M-series petrol engine that delivers smooth and generous power from underneath its hood. A competitive contestant in its class, it tempts every customer seeking style, comfort and spacious interiors to dive onto its seats and enjoy the luxury bound cruise in its plush interiors. Simply relaxing and energizing, a ride in the all new SX4 takes away the worries that dampen the days spirit.
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Versa
Versa - a car specially designed keeping you and your family's comfort in mind. Twin Acs. Eight Vents ideal for eight people. Every member of your family can travel in cool atmosphere, with one AC vent and individual control to themselves. The twin AC's ensure that there is uniform cooling, even at the back. Large sliding doors for easy entry and Exit. With high seats and sliding doors, getting in and out of the versa is extremely easy. Versa is the only cars which gives you the Flexiseating option, whereby you can easly rearrange the back seats if you want more space for your family. And by simply flip-folding the 3rd row seat, you can have extra space for luggage. The Versa is one of the safest cars on the road. It has safety features to guard your loved ones from road disasters. Side impact absorbing beams in all 4 doors protect the passengers from side crashes. Front impact beams between the front pillars and the collapsible steering column shield you from head on collisions. A steel pipe frame in the rear seat safeguards your family from rear impacts. ELR seat belts allow free movement, but hold you securely during sudden stoppages. Height adjustable head restraints, brake boosters and a collapsible steering column further ensure your safety. Enjoy your space. In effortless style. In the Versa, whatever you need while on the move is within easy reach. A unique overhead box with a sunglass holder. Side pockets on doors for your favorite magazines. Driver side one-touch power window console with power window lock. A compact coin slot. Everything in its place and a place for everything.
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Wagon r
Maruti Wagon R has been liked by the users, thanks to its ample space and powerful performance. The car is appreciated for its smooth pick-up, hassle-free start, and uniform power distribution. The swept-back headlamps and sporty tail lamps are appealing. Three-person rear seating ensures a smooth ride for five people.
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3.5 ORGANIZATIONAL STRUCTURE
CHAIRMAN
BOARD OF DIRECTORS
EXECUTIVE DIRECTOR
DIRECTOR
HUMAN RESOURCE HR EXECUTIVE
FINANCE
MARKETING
SERVICE DEDEPARTMEN SALES PROMOTION
ACCOUNTANT
CHANNEL OF DISTRIBUTION
UNSKILLE D SKILL ED
OFFICE ASSISTANT
ADVERTISING SERVICE EXECUTIVE
MARKETING RESEARCH
SERVICE SUPERVISOR TECHNICIAN S
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3.6 COMPETITORS

A M Motors Sarathy Auto Cars Har Cars Avg Motors ABT Pvt. Ltd. Sai Service Station Ltd. Popular Vehicles and Services Ltd.
3.7 TURNOVER
Indus motor is the first Maruti Dealership in Kerala, started in 1983-84 at Calicut, the city of Kerala. The Kochi branch has been functioning since October 1985 and the Third dealership was started at Trivandrum 1996. It is having Dealership outside kerala was inaugurated on March 2003 at Chennai. The vadakara branch turnover is over Rs.45 crores and Employee strength above 100.
3.8 GLOBAL PRESENCE

In India, the role of car dealers was limited to a mere selling of cars that has undergone a substantial change in the recent times with dealers emerging as an important point of connect between the company and the customers for the cars. Car dealers of todays are expected to act as a catalyst to promote the sales of a car. At the first instance, car dealers are to have a good collection of cars. Car dealership depends on availability of the brand new cars and the location of the showroom.
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3.9 SWOT ANALYSIS

STRENGTH:

Indus motors.no1 dealer of the Maruti udyog limited in India. Indus motors have 82 branches and 4 dealership in Kerala and 4 branches in Chennai. Indus motors giving attractive offer to customer. Ex. Stereo , Insurance, etc Indus motors have strong brand value in sales and service all over Kerala Good promotion strategy adopted by Indus motors to sell the product.
WEAKNESS:

Services are delayed compared to other motors because of large sales some of the time. In services, there is shortage of technologies.when compared to other companies like the Toyota
Some times the availability of all spare parts cannot be guaranteed so the services get delayed.
OPPORTUNITIES:
Economic growth of the country is promising and opportunity for future big market in both domestic and abroad.
THREATS:
Lot of competitors have entered into the field. Profit margin is very less.
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Good marketing executives are not available. Getting spare parts in time is difficult
DATA ANALYSIS AND INTERPRETATION: 4.1 TABLE SHOWING THE PERCENTAGE OF CUSTOMERS AWARE OF INDUS MOTORS:
SLNO 1 2 Yes No
PARTICULARS
RESPONDENTS 80 20 100
PERCENTAGE 80 20 100
TOTAL
CHART: 1
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From the above table and chart it is clear that 80% of the customers are aware of the company and the rest 20% are not aware of the Indus motors.
4.2 TABLE SHOWING THE PERCENTAGE OF CUSTOMERS SATISFIED WITH THE DISCOUNT OFFER OFFERED BY INDUS MOTORS:
SLNO 1 2 Yes No
PARTICULARS
TOTAL
CHART-2
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From the above table and chart it is clear that 75% of the customers are satisfied with the discount offer offered by the company and the rest 25% are not satisfied.
4.3 TABLE SHOWING THE PERCENTAGE OF CUSTOMERS SATISFACTION LEVEL OF THE PROMOTIONAL ACTIVITIES UNDERTAKEN BY THE INDUS MOTORS:
SLNO 1 2 3 4 5 6 PARTICULARS Highly Satisfied Satisfied Average Dissatisfied Highly dissatisfied No Answer TOTAL RESPONDENTS 20 30 18 12 10 10 100 PERCENTAGE 20 30 18 12 10 10 100
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From the above table and chart it is clear that 20% of the customers are highly satisfied and 30% of them are satisfied with the promotional activities of the company, and 18% of them rate it as average as well as dissatisfied promotional activities.
4.4 TABLE SHOWING THE PERCENTAGE LEVEL OF SATISFACTION IN THE PRE-SALES BY THE CUSTOMERS:
CHART 4.4
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From the above table and chart it is clear that 17% of the customers are highly satisfied and 23% of them are satisfied in the pres - saleseffort of the company, and 30% of them rate it as average as well as dissatisfied in the pre sales effort
4.5 TABLE SHOWING THE PERCENTAGE OF LEVEL OF SATISFACTION AT THE POINT OF SALES BY THE CUSTOMERS:
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CHART 4.5
From the above table and chart it is clear that 19% of the customers are highly satisfied and 30% of them are satisfied at the point of sales of the company, and 20% of them rate it as average as well as 17 % dissatisfied at the point of sales.
4.6 TABLE SHOWING THE PERCENTAGE OF CUSTOMERS SATISFIED WITH THE POST SALES SERVICES:
SLNO 1 2 Yes No TOTAL PARTICULARS RESPONDENTS 65 35 100 PERCENTAGE 65 35 100
CHART 4.6
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From the above table and chart it is clear that 65% of the customers are satisfied with the post sales services offered by the company and the rest 35% are not satisfied.
4.7 TABLE SHOWING THE SATISFACTION LEVEL OF CUSTOMERS WITH THE CONSULTATION PROVIDED BY SERVICE PERSONS.
SLNO 1 2 Yes No
PARTICULARS
TOTAL
CHART 4.7
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From the above table and chart it is clear that 56% of the customers are satisfied with the consultation provided by service persons and the rest 44% are not satisfied.
4.8 TABLE SHOWING FACTOR WHICH MAKE THE CUSTOMER TO CHOOSE INDUS MOTORS PVT LTD:
SLNO 1 2 3 4 PARTICULARS Location Price Service Fast delivery TOTAL RESPONDENTS 30 10 40 20 100 PERCENTAGE 30 10 40 20 100
CHART 4.8
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From the above table and chart it is clear that 30% of the customers choose Indus motors because of location and 10% of them choose because of price, and 40% of services and 20% on fast delivery.
4.9 TABLE SHOWING THE PERCENTAGE OF REPONDENTS SATISFIED WITH THE LANGUAGE USED TO CONDUCT TECHNICAL DISCUSSION
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SLNO 1 2 3 4 5 6
PARTICULARS Highly Satisfied Satisfied Average Dissatisfied Highly dissatisfied No Answer TOTAL
RESPONDENTS 10 30 20 15 15 10 100
PERCENTAG E 10 30 20 15 15 10 100
CHART 4.9
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From the above table and chart it is clear that 10% of the customers are highly satisfied and 30% of them are satisfied at the point of sales of the company, and 20% of them rate it as average as well as dissatisfied at the point of sales.
4.10 TABLE SHOWING THE PERCENTAGE OF CUSTOMERS LIKE TO HAVE SOME MERCHANDISE ACCESSORIES TO TAKE ALWAYS AT INDUS MOTORS
SLNO 1 2 Yes No
PARTICULARS
TOTAL
CHART 4.10
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From the above table and chart it is clear that 60% of the customers like to have some merchandise accessories to take always at Indus Motors and the rest 40% are not interested.
4.11 TABLE SHOWING THE KIND OF MERCHANDISE THE CUSTOMERS FEELS NECESSARY.
SLNO 1 2 3 4 PARTICULARS Food product Beverage Accessories Of cars TOTAL RESPONDENTS 0 0 60 40 100 PERCENTAGE 0 0 60 40 100
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CHART 4.11
From the above table and chart 60% of the customer feels that accessories merchandise must be necessary and 40% of car merchandise must be there.
4.12 TABLE SHOWING THE OPINION OF THE CUSTOMER TOWARDS THE STAFF OF THE INDUS MOTORS:
SLNO 1 2 Yes No TOTAL PARTICULARS RESPONDENTS 70 30 100 PERCENTAGE 70 30 100
CHART.4.12
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RES POND ENT

70 60 50 40 30 20 10 0 YES NO RESPONDENT
From the above table and chart it is clear that 70% of the customers like the courteousness of the staff of the Indus Motors and the rest 30% are not satisfied.
4.13 TABLE SHOWING THE SATISFACTION LEVEL OF USING CUSTOMER LOUNGE:
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SLNO 1 2 3 4 5 6
PARTICULARS Highly Satisfied Satisfied Average Dissatisfied Highly dissatisfied No Answer TOTAL
RESPONDENTS 10 30 20 15 15 10 100
PERCENTAGE 10 30 20 15 15 10 100
CHART 4.13
From the above table and chart it is clear that 10% of the customers are highly satisfied and 30% of them are satisfied using customer lounge of the company, and 20% of them rate it as average as well as 15 % dissatisfied using customer lounge.
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4.14 TABLE SHOWING THE PERCENTAGE OF SATISFACTION LEVEL OF CUSTOMER TOWARDS THE NEWSPAPER, JOURNALS AND MAGAZINES PROVIDED AT THE CUSTOMER LOUNGE.
SLNO 1 2 Yes No
PARTICULARS
TOTAL
CHART 4.14
From the above table and chart it is clear that 78% of the customers likes magazines, newspapers, journals provided at the customer lounge and the rest 22% are not satisfied.
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4.15 TABLE SHOWING THE CUSTOMERS RECOMMENDATION TO THEIR FRIENDS AND FAMILIES:
SLNO 1 2 Yes No
PARTICULARS
TOTAL
CHART 4.15
From the above table and chart it is clear that 65% of the customers would recommend about the company to their friends and families and the rest 35% not recommend.
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5.1FINDINGS

The Customers are aware of Indus motors and its products and services. The Customers are satisfied with the discount offer offered by the company. Few respondent are satisfied with pre-sales effort Some respondent are satisfied with point of sales effort. Some customers are satisfied with post sales effort of the company. Customers are not that much satisfied service people. Since Indus motors locate in the heart of the city and the service rendered by Indus is excellent, so the respondent choosing the Indus motors. Indus motors are giving the ancillary services such as merchandise accessories to the customers. Most of the customers are satisfied with the courteousness shown by the Indus motors staff. In my survey customers gave feedback that they are happy with promotional activities offered by the Indus motors. Most of the customers are satisfied with the reading material provided at the customer lounge. Some of the respondents are happy to introduce Indus motors to their friends and relatives. Most of the respondents are satisfied with languages used by the Indus motors staff to have technical discussion. The majority of respondents getting 16-17 mileage for their vehicles.
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5. 2RECOMMENDATIONS
During the service, transparency between customer and service provider must be
there .It can help to improve the satisfaction of the customer to a higher level For the premium customer a pick and drop or rental car facilities can be introduced. Effective customer relations need to be maintained by constant interaction with customers. It will better if the car fitted burglar alarm and automatic sensor in the viper. The company should work more on public relation. The company should do a research on pricing and labour schedules in comparison competitors. Company should recruit sufficient manpower to attend the customer and their work timing or holidays needs to be planned properly to avoid such problems.
There is a need for improvement in the management, productivity, capacity,
utilization and customer satisfaction and to meet global competition.

Fast and affordable services must be given to the customers so as to retain new
customers. In order to beat the competitors Indus motors should introduce more and more promotional activities. Indus motors should improve delay in services.
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5.3CONCLUSION
At the end of the research I would like to conclude that there is a customer satisfaction towards Indus motors pvt ltd.The data collected were analyzed based on the determined objectives. This research helped me to come out with findings and suggestions. And it helped me to know the present customer satisfaction level, pricing strategy and quality in Indus. From the study it is concluded that majority of the customers are satisfied with INDUS Motor Company and their services .They have faith in their leadership. The various service provided by the leadership to different class of the customers are highly satisfactory. The company has taken important measure and ensuring that billing transparency, genuine spare parts, delivery in time, and customer friendly atmosphere with wide range of accessories or tools this will enable the company to change the mindset of Indian car owners to expect brand car station. Indus dealership network one among best in Kerala. Through the majority of the are satisfied their leadership.
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5.4 LEARNING EXPERIENCE
My Dissertation at Indus motors pvt ltd was an eventful one and I was able to learn, understand and have hands on experience on many concepts in customer satisfaction aspects learned in the classroom. 1. I got an opportunity to expenses a work environment and its various component and to apply the classroom, experience to them. 2. I got the knowledge about the automobile industry. 3. Training was helpful in understanding the problems. 4. I was encouraged to analyze a problem and find a possible solution and this attained some level of problem identifying and problem solving skills. 5. Training helped a lot in raising my level of self-confidence that gave me the strength to face any corporate situation, be it an interview or presentation or group discussion. 6. My communication and interaction skills, presentation skills and time management skill improved. 7. I understand the basics of how a work and what can motivate a team to proper well 8. I realized that team working in the secret for successful achievement of the objective, and this helped me to be an efficient team worker. 9. I experienced how a performance appraisal is done in a corporate scenario.
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10. I also gained some knowledge about the process of distribution channels. the company training was very fruitful and it transformed me into a corporate individual, with some sound knowledge about the industry(which can be further developed) and improved skills set. It took me a step closer to being a successful professional now I have a better potential in the industry and this will definitely help in my career development.
SYNOPSIS
PROJECT TITLE:A STUDY OF CUSTOMER SATISFACTION TOWARDS INDUS MOTOR Pvt ltd, Vadakara ,CALICUT
INTRODUCTION The Concept of marketing is very important in achieving the organization goals consists in determining the needs & wants of target market & delivery the desired satisfaction more effectively & efficiently than the consumers. Marketing encompasses all activities of exchange conducted by producers & middlemen in commerce for the purpose of satisfying consumer demand. In other words marketing comprises all the activities, which are involved in the determination & satisfaction of customers needs at a profit.
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Market means anybody of persons who are in intimate business relations and carry on extensive transaction in any commodity. Market includes both place and region in which buyers and sellers are in free competition with one another. Marketing management is the process of planning, organizing, directing, co-coordinating, communicating, motivating and controlling marketing efforts to bring about fruitful exchange-profit consumer. Competitors that are prospering in the new global economy recognize that measuring customer satisfaction is key .only by doing so can they hold on to the customers they have and understand how to better attract new customers. The competitors who will be successful recognize that customer satisfaction is a critical. The provision of goods or services which fulfill the customers expectations in terms of quality and service, in relation to price paid. Retailers know that satisfied customers strategic weapon that can bring increased market share and increased profits. Customer satisfaction is essential to the survival of a business. The best way to determine customers level of satisfaction is to ask them .The degree to which there is match between the customers expectations of the product and the actual performance of the product. to the marketer and satisfaction to the
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Satisfaction arises when an expectation is being fulfilled.
Customer
satisfaction refers to the extent to which customers are happy with the products and services provided by a business. It is important to gain high levels of customer satisfaction in a business as satisfied customers are most likely to be loyal and make repeat orders and continue using the services provided by a business. There are many factors that can lead to high customer satisfaction, namely : Providing personal attention to the needs of individual customers offers of products and services which are customer focused High Levels of value for money attribute Excellent after sales services. The popular and widely used instruments of measurement of customer satisfaction are questionnaires. Treat your customers like your friends and theyll always come back STATEMENT OF THE PROBLEM To find out the level of customer satisfaction with respect pre sales, point of sales and post sales service of products. To find out if any shortcomings exists in the services and recommend any improvements NEED AND IMPORTANCE OF STUDY : This study will help me to understand customer needs and problems during the survey and obtaining customer feedback for improving product and services and suggesting measures to the company to improve satisfaction among existing
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customers and retaining them for lifelong.
And this study will help to
Understanding the expectations and requirements of all the customers. OBJECTIVES OF THE STUDY : To know the present customer satisfaction level of pre sales , point of sales and post sales service of Maruthi products. To know whether the customers are satisfied strategy put by the company. with the present pricing
SCOPE OF THE STUDY: The scope of the study will be limited to Vadagara ,Calicut of the Maruthi range of automobiles. We will be looking at service and the pricing levels of the products. METHODOLOGY: Research It must be systematic and follow a series of steps and a rigid standard protocol. These rules are broadly similar but may vary slightly between the different fields of science. Research methodology Research is a diligent and systematic enquiry or investigation into a subject in order to discover or revise facts, theories , applications etc. methodology
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is a system of methods followed by particular discipline, thus , methodology .is the way of how we conduct our research. Research design:
research
A systematic plan used to guide how archaeologists interpret the past. A research design will contain one or more questions about the past, observations and analysis, interpretations , and a form of communications that conveys the archaeological interpretations to a variety of audiences. Also known as a market research briefly, this is a basic plan which guides the data collection and analysis phases of the research product. An overall plan of action to be followed during an experiment to be sure that the objectives are met. Often the specific procedures to solve problems are included in the research design. Research design-the controlling plan for a marketing research study in which the methods and procedures for collecting and analyzing the information to be collected is specified Type of data: Primary data Secondary data Primary data
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The primary data is collected for the purpose of studying the topic for the project and identifying the issues involved. The primary data collected during the study includes the data collected by the way of administering questionnaires followed by interaction. Collected to address the specific issue or problem under study. These data can be gathered internally or externally through surveys, observations, experiments and stimulation. Information collected directly from a responded population as opposed to secondary or published data. STRUCTURED QUESTAINAIRE A form containing a set of questions; to people to gain statistical information. A list of questions-socio-economic or political data on individuals and households. Its good technique, because (printing, collecting, analysis) is low relative. PERSONAL INTERVIEW Under personal interview method of collecting data, there is a face-to-face contact with the persons from whom the information thus obtained is first-hand or original in character. SECONDARY DATA It includes data collected from existing records within the organization. It includes the data collected from journal & magazines like insurance chronicle & Asia insurance post and website of the firm. Data already gathered for one use that is
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then utilized for another purpose. For example, a person researches income distribution using data collected by the department of commerce. In research, secondary data is collected and possibly processed by people other than the researcher in question. Common sources of secondary data for social science include census, large surveys, and organizational records. In historical research secondary sources are summaries, collections, and interpretations of primary sources.
Type of the study Quantitative Study: Quantitative Study is used widely in social sciences such as psychology, sociology, anthropology, and political science. Research in mathematical sciences such as physics is also 'quantitative' by definition, though this use of the term differs in context. In the social sciences, the term relates to empirical methods, originating in both philosophical positivism and the history of statistics, which contrast qualitative research methods. Qualitative Study: Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and
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further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed, rather than large samples. Secondary data like other magazines, newspapers etc is used to make a detailed study The project has Descriptive Research Descriptive Research: this research is focused on providing an accurate description on price strategies and accessing the level of customer satisfaction. SOURCES OF DATA Type of data Primary data: The data collected first hand by the researcher concerned with the research problem refers to the Primary data. Secondary data: The information available at various sources made for some other purpose but facilitating the study undertaken is called as Secondary data. Limitation of study
The Research covers a sample size of only 50, which could be small as compared to the population.
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The study was confirmed to Vadakara due to which the result cannot be applied universally.
CHAPTER SCHEME Chapter.1 Introduction This chapter mainly deals with the Introduction to Customer expectation, various avenues of promotional Activities, how it work and its importance to organization. Chapter.2 Company/Organizational Profile The current trends in the industry and brief company profile will be outlined. The products and services the company offers will also been briefed.
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Chapter.3 Research Design A Research design serves as a bridge between what has been done in the conduct of the study to realize the specified objectives. It is an outline of the projects working. Chapter.4 Impact of Promotional Activities on customer expectation with respect to Del Monte. In this chapter using data collected, the information will be tabulated and an analysis will be drawn, based on questionnaire and interview method. Chapter.5 Summary of Findings, Suggestions and Conclusion In this chapter, we will actually include all that we have analyzed and what has been found. Finally conclude checking whether the objectives of the study have been achieved or not
Questionnaire
I RASHIK KK, second year MBA student of Hillside Institute of Management And Academy, Bangalore conducting a project report of A study of customer satisfaction towards Indus motor pvt ltd, vadakara ,Calicut, as a part of my MBA curriculum, any information provided by you will be treated as confidential and will not be disclosure for any other purpose. Please indicate your level of agreement with the following statements. (Use a scale 1 to 5). 1=Highly Satisfied 2=Satisfied
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3=Average 4=Dissatisfied 5=Highly Dissatisfied NA= No Answer
Questions
1. Name: 2. Gender 3. Age 4. : Male Female
18-25
25-30
above
Are you aware of Indus motors pvt ltd? A] Yes [ ] B] No [ ]
5. Are you satisfied with the discount offer made by Indus motors Pvt Ltd?
A]
Yes
B]
No [
6. According to you what is the satisfaction level of the promotional activities undertake by Indus Motors? 1 [ ] [ 2 ] 3 [ ] 4 [ ] [ 5 NA ] [ ]
7. What is the level of satisfaction in the sales?
1 [ ]
2 [ ]
3 [ ]
4 [ ]
5 [ ]
NA [ ]
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8. What is the level of satisfaction at point of sales? 1 [ ] 2 [ ] [ 3 ] [ 4 ] [ 5 NA ] [ ]
9. What is the level of satisfaction at post sales service?
A] Yes
B]
No [
10.
Are you satisfied with the consultation provided by service persons? A] Yes [ ] B] No [ ]
11. What factor made you choose Indus Motors Pvt Ltd? A] Location B] price
C] Service D] fast delivery
12. How important is it for you to conduct technical discussion in you mother tongue? A] C] Extremely important B] Very important
Not very important D] Not at all important
13. Would you like to have some merchandise accessories to take always at Indus Motors? A] Yes [ ] B] NO [ ]
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14. What kind of merchandise you think is necessary A] Food product C] Accessories B] Beverage
D] Of cars
15. Is the staffs in Indus courteous enough?
A] Yes [
B]
No [ ]
16. Rate the satisfaction level of using customer lounge? 1 [ ] [ 2 ] [ 3 ] [ 4 ] [ 5 ][ NA ]
17. Are the magazines, news paper, journals sufficient at the customer Lounge? A] Yes [ ] B] No [ ]
18.
Would you recommend our company to any of your friends /or relatives? A] Yes [ ] B] No [ ]
19.. Do you have any suggestions give to Indus motor? .

Page 91
. ..
Filled Questionnaire
I RASHIK KK, second year MBA student of Hillside Institute of Management And Academy, Bangalore conducting a project report of A study of customer satisfaction towards Indus motor pvt ltd, vadakara ,Calicut, as a part of my MBA curriculum, any information provided by you will be treated as confidential and will not be disclosure for any other purpose. Please indicate your level of agreement with the following statements. (Use a scale 1 to 5). 1=Highly Satisfied
Page 92
2=Satisfied 3=Average 4=Dissatisfied 5=Highly Dissatisfied NA= No Answer
Questions
1. Name: 2. Gender 3. Age 4. : : Mohammad Male Female
18-25
25-30
above
Are you aware of Indus motors pvt ltd? A] Yes [ ] B] No [ ]
6. Are you satisfied with the discount offer made by Indus motors Pvt Ltd?
A]
Yes
B]
No [
6. According to you what is the satisfaction level of the promotional activities undertake by Indus Motors? 1 [ ] [ 2 ] 3 [ ] 4 [ ] [ 5 NA ] [ ]
8. What is the level of satisfaction in the sales?
1 [ ]
2 [ ]
3 [ ]
4 [ ]
5 [ ]
NA [ ]
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8. What is the level of satisfaction at point of sales? 1 [ ] 2 [ ] [ 3 ] [ 4 ] [ 5 NA ] [ ]
9. What is the level of satisfaction at post sales service?
A] Yes
B]
No [
10.
Are you satisfied with the consultation provided by service persons? A] Yes [ ] B] No [ ]
11. What factor made you choose Indus Motors Pvt Ltd? A] Location B] price
C] Service D] fast delivery
12. How important is it for you to conduct technical discussion in your mother tongue? A] C] Extremely important B] Very important
Not very important D] Not at all important
13. Would you like to have some merchandise accessories to take always at Indus Motors?
Page 94
A]
Yes
B] NO
14. What kind of merchandise you think is necessary A] Food product C] Accessories B] Beverage
D] Of cars
15. Is the staffs in Indus courteous enough?
A] Yes [
B]
No [ ]
16. Rate the satisfaction level of using customer lounge? 1 [ ] [ 2 ] [ 3 ] [ 4 ] [ 5 ][ NA ]
17. Are the magazines, news paper, journals sufficient at the customer Lounge? A] Yes [ ] B] No [ ]
18.
Would you recommend our company to any of your friends /or relatives? A] Yes [ ] B] No [ ]
19.. Do you have any suggestions give to Indus motor?

Page 95
. . ..
BIBLIOGRAPHY
Research methodology By AKPC Swain Kalyani publication
Marketing research (4th edition ) Naresh k Malhotra Prentice Hall of India publication
Marketing Management (12th edition) Philip kotler and Kevin lane keller
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Pearson education Publication
Marketing Research (6th edition ) - -Donald S.Taul and Del I Hawkins Prentice Hall of India publication
MAGAZINES
Fast track (Automobile) February and March 2011.
WEBLIOGRAPHY
www.indusmotor.com www.automobileindia.com www.indiabusiness.nic.in www.csmassociation.org
GLOSSARY
Merchandise Goods or Products Lounge relax places Genuine spare parts Real or true spare parts Segment Division Retention - maintenance
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Placate Calm down Annoying Irritating Roomy Spacious Deceptive Misleading Shoddy careless Transparency Clearness, precision Authorized work station Certified work place Classy Stylish, Fashionable Vivid Bright, glowing Brand awareness See Brand familiarity
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Customer Sat If Action of Indus Motors

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A STUDY OF CUSTOMER SATISFACTION Conducted at INDUS MOTORS PVT LTD, VADAKARA, CALICUT, KERALA

The system must be easy to understand.

3. How to Distribute Your Survey

2.1 STATEMENT OF THE PROBLEM

2.2 NEED AND IMPORTANCE OF STUDY :

2.3 OBJECTIVES OF THE STUDY:

service of Maruthi products.

2.4 OPERATIONAL DEFINITIONS

2.5 SCOPE OF THE STUDY:

2.6 SOURCES OF DATA

2.7 LIMITATION OF STUDY

3.1 INDUSTRIAL BACKGROUND AUTOMOBILE INDUSTRY

SUPPLY CHAIN OF AUTOMOBILE INDUSTRY

INDIAN AUTOMOTIVE COMPANIES

JOINT VENTURE AUTOMOTIVE COMPANIES IN INDIA

FOREIGN AUTOMOTIVE COMPANIES IN INDIA Vehicles manufactured or assembled in India

VEHICLES IMPORTED TO INDIA

COMMERCIAL VEHICLE MANUFACTURERS IN INDIA Indian brands

Force Hindustan Motors Premier Tata AMW Eicher Motors

Joint Venture Brands

ELECTRIC CAR MANUFACTURERS IN INDIA

Ajanta Group Mahindra Hero Electric REVA Tara International Tata

3.2 ABOUT THE ORGANIZATION

ACHIEVEMENTS & AWARDS

3.3 NATURE OF BUSINESS

3.4 PRODUCTS AND SERVICES OFFERED

3.5 ORGANIZATIONAL STRUCTURE

HUMAN RESOURCE HR EXECUTIVE

SERVICE DEDEPARTMEN SALES PROMOTION

ADVERTISING SERVICE EXECUTIVE

SERVICE SUPERVISOR TECHNICIAN S

3.8 GLOBAL PRESENCE

3.9 SWOT ANALYSIS

RES POND ENT

4.13 TABLE SHOWING THE SATISFACTION LEVEL OF USING CUSTOMER LOUNGE:

utilization and customer satisfaction and to meet global competition.

5.4 LEARNING EXPERIENCE

Satisfaction arises when an expectation is being fulfilled.

customers and retaining them for lifelong.

And this study will help to

3=Average 4=Dissatisfied 5=Highly Dissatisfied NA= No Answer

Are you aware of Indus motors pvt ltd? A] Yes [ ] B] No [ ]

7. What is the level of satisfaction in the sales?

8. What is the level of satisfaction at point of sales? 1 [ ] 2 [ ] [ 3 ] [ 4 ] [ 5 NA ] [ ]

9. What is the level of satisfaction at post sales service?

C] Service D] fast delivery

Not very important D] Not at all important

15. Is the staffs in Indus courteous enough?

16. Rate the satisfaction level of using customer lounge? 1 [ ] [ 2 ] [ 3 ] [ 4 ] [ 5 ][ NA ]

19.. Do you have any suggestions give to Indus motor? .

2=Satisfied 3=Average 4=Dissatisfied 5=Highly Dissatisfied NA= No Answer

Are you aware of Indus motors pvt ltd? A] Yes [ ] B] No [ ]

8. What is the level of satisfaction in the sales?

8. What is the level of satisfaction at point of sales? 1 [ ] 2 [ ] [ 3 ] [ 4 ] [ 5 NA ] [ ]

9. What is the level of satisfaction at post sales service?

C] Service D] fast delivery

Not very important D] Not at all important

15. Is the staffs in Indus courteous enough?

16. Rate the satisfaction level of using customer lounge? 1 [ ] [ 2 ] [ 3 ] [ 4 ] [ 5 ][ NA ]

19.. Do you have any suggestions give to Indus motor?

Pearson education Publication

Fast track (Automobile) February and March 2011.