CHAPTER-I

INTRODUCTION

1.1Introduction

The research Project is on the topic of Customer Satisfaction of MARUTI SUZUKI SWIFT".

Now first let us look at the definition..

The definition of Customer Satisfaction:

What is customer satisfaction

Customer satisfaction means meeting and exceeding and expectations your customers have about
the experience they are going to receive when visiting your business.And the level of satisfaction achieved
depends on the extend to which expectations are fulfilled.yourcustomersexpectations come from a variety of
sources,and can very dramatically from one customer to the next

Customers expectations are created by;

Your martketing messages and materials

What they have heard about your business from friends and relatives
Their own personal opinions,age ,income level,etc,etc.
The price they are going to pay for the experience
Their previous experience with your business

Its important to remember that your guests expectations start to be established from the moment of their first
contact with your property.expectations ,and what needs to be done to meet and exceed expectations ,can
differ from one customers to the next, and they can differ from one occasion to the next,depending on
factors such as why the customers is visiting your business,with whom, for how long,etc.

Creating satisfied customers means listening to and understanding their expectations and responding their
needs.

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THEORIES OF CUSTOMER SATISFACTION

A number of theoretical approaches have been utilized to explain the relationship between
disconfirmation and satisfaction. still again there are a number of theories surrounding the
satisfaction and service paradigm.

Many theories have been used to understand the process through which customers form satisfaction
judgements. the theories can be broadly classified under three groups: Expectancy disconfirmation,
Equity, and Attribution. The expectancy disconfirmation theory suggests that consumers form
satisfaction judgements by evaluating actual product/service. Four psychological theories were
identified by Anderson that can be used to explain the impact of expectancy or satisfaction:
Assimilation, contrast, generalized negativity, and assimilation contrast. Some of the theories are
discussed in this chapter.

1. Measurement of satisfaction

The heart of the satisfaction process is the comparison of what was expected with the product or
services performance this process has traditionally been described as the confirmation /
disconfirmation process. First, customers would form expectations prior to purchasing a product or
services. Second, consumption of or experience with the product or service produces a level of
perceived quality that is influenced by expectations.

If perceived performance is only slightly less than expected performance, assimilation will occur,
perceived performance will be adjusted upward to equal expectations. If perceived performance lags
expectations substantially, contrast will occur, and the shortfall in the perceived performance will be
exaggerated.

Fig.1 shows the satisfaction function between perceived quality and expectations. Performance
exceeds expectations, satisfactionincreases, but at a decreasing rate. As perceived performance falls
short of expectations, the disconfirmation is more.

Satisfaction can be determined by subjective (e.g. customer needs, emotions) and objective factors
(e.g ).product and service feature) applying to the hospitality industry. There have been numerous
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 studies that examine attributes that travelers may find important regarding customer satisfaction.
Service quality and customer satisfaction are district concepts, although they are closely related.

Atkinson (1998) found out that cleanliness, security, value for money and courtesy of staff determine
customer satisfaction. Knutson (1998) revealed that room cleanliness and comfort, convenience of
location, prompt service, safety and security, and friendliness of employees. Are important. A
study conducted by Akan (1995) claimed that vital factors are that behavior of employees,
cleanliness and timelines. On the other hand the study by choi and chu (2001) concluded that staff
quality, room qualities and value are the top three hotel factors that determine travelers satisfaction.

2.VARIOUS THEORIES OF CUSTOMER SATISFACTION

Conistency theories suggest that when the expectations and the actual product performance do not
match the consumer will feel some degree of tension. In order to relieve this tension the consumer
will make adjustments either in expectations or in the perceptions of the products actual
performance. Four theoretical approaches have been advanced under the umbrella of consistency
theory: (1) assimilation theory: (2) contrast theory: (3) Assimilation-contrast theory: and(4)
negativity theory.

2.1 Assimilation theory

Assimilation theory is based on Festingers (1957) dissonance theory. Dissonance theory posits that
consumers make some kind of cognitive comparision between expectations about the product and the
perceived product performance. This of the consumer post usage evaluation was introduced into the
satisfaction literature in the form of assimilation theory. According to Anderson (1973), consumers
seek to avoid dissonance by adjusting perceptions about a given product to bring it more in line with
expectations. consumers can also reduce the tension resulting from the discrepancy between
expectations and product performance either by distorting expectations so that they concide with
perceived product performance or raising the level of satisfaction by minimizing .he relative
importance of the disconfirmation experienced.

2.2 Contrast Theory

Contrast theory was first introduced by Hovland, Harvey, Sherif (1987). Dawes et al (1972) define
contrast theory as the tendency to magnify the discrepancy between ones own attitudes and the
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attitudes represent by pinion statements. Contrast theory presents as alternative view of the consumer
post usage evaluation process than was presented in assimilation theory in that post usage
evaluations lead to results in opposite predictions for the effects of expectations on satisfaction.
While assimilation theory posits that consumers will seek to minimize the discrepancy between
expectation and performance, contrast theory holds that a surprise effect occurs leading to the
discrepancy being magnified or exaggerated.

According to the contrast theory, any discrepancy of experience from expectations will be
exaggerated in the direction of discrepancy. If the firm raises expectations in his advertising, and
then a customers experience is only slightly less than that promised, the product/sevice would be
rejected as totally un satisfactory. Conversely, under promising in advertising and over delivering
will cause positive disconfirmation also to be exaggerated.

2.3 Assimilation-Contrast theory

Assimilation contrast theory was first introduced by Anderson (1973) in the context of post
exposure product performance based on Sherif andHovlands (1961) discussion of assimilation and
contrast effect.

Assimilation-contrast theory suggests that if performance is within a customers latitude (range) of

acceptance, even though it may fall short of expectations, the discrepancy will be discharged
assimilation will operate and the performance will be deemed as acceptable. if performance falls
within the latitude of rejection, contrast will prevail and the difference will be exaggerated, the
product?service deemed un acceptable.

As with assimilation theory, the consumers will tend to assimilate or adjust differences in perceptions
about product performance to bring it in line with prior expectations but only if the discrepancy is
relatively small.

2.4 Negativity Theory

This theory developed by Carlsmith Aronson (1963) suggests that any discrepancy of performance
from expectations will disrupt the individual, producing negative energy. Negative theory has its
foundations in the disconfirmation process. Negative theory states that when expectations are
strongly held, consumers will respond negatively to any disconfirmation. accordingly dissatisfaction
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 will occur if perceived performance is less than expectations or if perceived performance exceeds
expectations.

This theory developed by Carlsmith Aronson (1963) suggests that any discrepancy of performance
from expectations will disrupt the individual, producing negative energy. Affective feelings toward
a product or service will be inversely related to the magnitude of the discrepancy.

2.5 Equity Theory

This theory is built upon the argument that a mans rewards in exchange with others should
be proportional to his investments. An early recognition of this theory first came out of research by
Stouffer and his colleagues in military administration. They reffered to relative deprivation
(equity) as the reaction to an imbalance or disparity between what an individual perceives to be the
actuality and what he believes should be the case, especially where his own situation is concerned

Improving customer satisfaction

Published standards exist to help organizations develop their current levels of customer
satisfaction .The international customer service institute(TICSI)has released the international
customer service standard (TICSS) enables organizations to focus the attention on delivery
excellence the management of the customer service . TICSS focus as on organizations attention on
delivery in increase customer satisfaction by helping the organization through a service quality
model .

Maruti Suzuki Limited was established in February 1981, though the actual production commenced
in 1983 with the Maruti 800, based on the Suzuki Swift car which at the time was the only modern
car available in India, its' only competitors- the Hindustan Ambassador and Premier Padmini were
both around 25 years out of date at that point. Through 2004, Maruti has produced over 5 Million
vehicles. Marutis are sold in India and various several other countries, depending upon export orders.
Models similar to Maruti (but not manufactured by Maruti Suzuki) are sold by Suzuki and
manufactured in Pakistan and other South Asian countries.

Here the topic of the study is Customers Customer Satisfaction towards MARUTI SUZUKI SWIFT,
with special reference to C.A.R.S India pvt.ltd chennai. This study search for Customer Satisfaction level of
customers towards various aspects of the product.

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 As part of this study, survey is conducted in chennai district. Questionnaire is used to collect data from
customers. While the details regarding the company is obtained from companies website, magazines etc
Sample size of the study takes here is Fifty and Samples selected from urban and rural areas of chennai
district.

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1.2 OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

A study on Customer Satisfaction towards MARUTI SUZUKI SWIFT.

SECONDARY OBJECTIVES

.To identify the customers expectation about Maruti suzuki swift

.To find out consumers loyalty towards Maruti suzuki swift

.To analyze the factors influencing buying behavior.

To suggest measures to improve customer satisfaction towards Maruti Suzuki Swift

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1.3.SCOPE OF THE STUDY

The study helps in having an awareness of customer satisfaction towards the use of maruti Suzuki
swift had a good reputation in the market this study will help to know that how swift had a good reputation
in the market ,this study will help to know that how customers satisfied with the maruti Suzuki swift.

The project has been done in chennai city only. The survey was confined only to Maruti customers to
presently posses only swift. The survey was especially focused on existing swift owners for finding how
they are influenced by the brand and what made them aware of the brand. After the survey was done the data
was analyzed and also relevant suggestion were made in order to improve its Customer Satisfaction towards
swift as well as Maruti.

1.4 NEED FOR THE STUDY

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Most marketers see the goal of marketing as those of maximizing not consumption but customer satisfaction
every company exist because they produce goods or services as required by the customer. So it is very
important that these which the company produces should satisfy the needs of customers.

1.5 LIMITATION OF THE STUDY

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 The data given by the respondents may limit to their own knowledge, feelings
and awareness
Because of the time constraints a detailed study is not possible.
There are chances of bias in the data collected from the respondents

1.6 INDUSTRY PROFILE

Automobile Industry

History :

In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented the first automobile to run
on roads. This automobile, in fact, was a self-powered, three-wheeled, military tractor that made the use of a
steam engine. The range of the automobile, however, was very brief and at the most, it could only run at a
stretch for fifteen minutes. In addition, these automobiles were not fit for the roads as the steam engines
made them very heavy and large, and required ample starting time. Oliver Evans was the first to design a
steam engine driven automobile in the U.S.

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A Scotsman, Robert Anderson, was the first to invent an electric carriage between 1832 and 1839. However,
Thomas Davenport of the U.S.A. and Scotsman Robert Davidson were amongst the first to invent more
applicable automobiles, making use of non-rechargeable electric batteries in 1842. Development of roads
made travelling comfortable and as a result, the short ranged, electric battery driven automobiles were no
more the best option for travelling over longer distances.

The Automobile Industry finally came of age with Henry Ford in 1914 for the bulk production of cars. This
lead to the development of the industry and it first begun in the assembly lines of his car factory. The several
methods adopted by Ford, made the new invention (that is, the car) popular amongst the rich as well as the
masses.

According the History of Automobile Industry US, dominated the automobile markets around the globe
with no notable competitors. However, after the end of the Second World War in 1945, the Automobile
Industry of other technologically advanced nations such as Japan and certain European nations gained
momentum and within a very short period, beginning in the early 1980s, the U.S Automobile Industry was
flooded with foreign automobile companies, especially those of Japan and Germany.

The current trends of the Global Automobile Industry reveal that in the developed countries the Automobile
Industries are stagnating as a result of the drooping car markets, whereas the Automobile Industry in the
developing nations, such as, India and Brazil, have been consistently registering higher growth rates every
passing year for their flourishing domestic automobile markets.

The automotive industry designs, develops, manufactures, markets, and sells the world's motor vehicles. In
2008, more than 70 million motor vehicles, including cars and commercial vehicles were produced
worldwide.

In 2007, a total of 71.9 million new automobiles were sold worldwide: 22.9 million in Europe, 21.4 million
in Asia-Pacific, 19.4 million in USA and Canada, 4.4 million in Latin America, 2.4 million in the Middle
East and 1.4 million in Africa. The markets in North America and Japan were stagnant, while those in South
America and other parts of Asia grew strongly. Of the major markets, Russia, Brazil, India and China saw
the most rapid growth.

About 250 million vehicles are in use in the United States. Around the world, there were about 806 million
cars and light trucks on the road in 2007; they burn over 260 billion gallons of gasoline and diesel fuel
yearly. The numbers are increasing rapidly, especially in China and India. In the opinion of some, urban
transport systems based around the car have proved unsustainable, consuming excessive energy, affecting
the health of populations, and delivering a declining level of service despite increasing investments. Many of

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these negative impacts fall disproportionately on those social groups who are also least likely to own and
drive cars. The sustainable transport movement focuses on solutions to these problems.

In 2008, with rapidly rising oil prices, industries such as the automotive industry, are experiencing a
combination of pricing pressures from raw material costs and changes in consumer buying habits. The
industry is also facing increasing external competition from the public transport sector, as consumers re-
evaluate their private vehicle usage. Roughly half of the US's fifty-one light vehicle plants are projected to
permanently close in the coming years, with the loss of another 200,000 jobs in the sector, on top of the
560,000 jobs lost this decade. Combined with robust growth in China, in 2009, this resulted in China
becoming the largest automobile market in the world.

Indian Automobile History

The origin of automobile is not certain. In this section of automobile history, we will only discuss about the
phases of automobile in the development and modernisation process since the first car was shipped to India.
We will start automotive history from this point of time.

The automobile industry has changed the way people live and work. The earliest of modern cars was
manufactured in the year 1895. Shortly the first appearance of the car followed in India. As the century
truned, three cars were imported in Mumbai (India). Within decade there were total of 1025 cars in the city.

The dawn of automobile actually goes back to 4000 years when the first wheel was used for transportation
in India. In the begining of 15th century Portuguese arrived in China and the interaction of the two cultures
led to a variety of new technologies, including the creation of a wheel that turned under its own power. By
1600s small steam-powered engine models was developed, but it took another century before a full-sized
engine-powered vehicle was created.

The actual horseless carriage was introduced in the year 1893 by brothers Charles and Frank Duryea. It
was the first internal-combustion motor car of America, and it was followed by Henry Ford's first
experimental car that same year.

One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that featured a
quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an aluminum body. It was
usually driven by chauffeurs and emphasis was on comfort and style rather than speed.

During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-steel wheels, and
four-wheel brakes. Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum body.

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 The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that suited more to the
needs of families. In 1930s, vehicles were less boxy and more streamlined than their predecessors. The
1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires. The year 1957
brought powerful high-performance cars such as Mercedes-Benz 300SL. It was built on compact and
stylized lines, and was capable of 230 kmh (144 mph).

This was the Indian automobile history, and today modern cars are generally light, aerodynamically
shaped, and compact.

Emerging India Auto market

India auto market is a promising industrial sector that is growing immensely every passing year. Passenger
cars are referred to, through use of word "automobile." Whooping growth experienced by Indian auto market
in last financial year itself, that is financial year end in February, 2007, was very close to a 18 percent over
previous fiscal. This statistical fact is a glittering example of potential of growing auto industry in India.

As per survey conducted by Society of Indian Auto Manufacturers, total number of automobiles
manufactured by auto industry in India, throughout financial year 2006-07, was very close to 15.5 lakh (1.5
million) margin. Huge of number of automobiles manufactured by auto industry in India was an enormous
growth upon number of autos manufactured during previous fiscal, that ended in 2006.

Total number of cars that were exported from India were very close to 2.0 lakh (2.0 hundred thousand)
margin, an encouraging sign for auto industry in India. Export of cars manufactured in India comprised
nearly 13 percent of total number of cars manufactured domestically by auto industry in India.

India auto market looks set to prosper, largely due to growing market for automobiles that is developing in
India. In financial year that ended in February, 2004, Indian auto markets were fastest growing in world,
with registered growth rate touching nearly 20 percent.

Auto industry in India mainly comprises of small car section, which enjoys nearly a 2/3rd market share of
entire market for autos in India. In this respect, Indian markets are largest in world for small cars, behind
Japan.

Indian passenger car market which ranks amongst largest in world, is poised to become even more larger
and enter top five passenger car markets in world in next decade

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 1.7 COMPANY PROFILE

MARUTI SUZUKI

Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in the car
segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 18.28% of the
company was owned by the Indian government, and 54.2% by Suzuki of Japan. The Indian government held
an initial public offering of 25% of the company in June 2003. As of 10 May 2007, Govt. of India sold its
complete share to Indian financial institutions. With this, Govt. of India no longer has stake in Maruti
Suzuki.

Maruti Suzuki Limited (MSL) was established in February 1981, though the actual production commenced
in 1983 with the Maruti 800, based on the Suzuki Swift kei car which at the time was the only modern car
available in India, its' only competitors- the Hindustan Ambassador and Premier Padmini were both around
25 years out of date at that point. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are
sold in India and various several other countries, depending upon export orders. Models similar to Marutis

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(but not manufactured by Maruti Suzuki) are sold by Suzuki and manufactured in Pakistan and other South
Asian countries.

The company annually exports more than 50,000 cars and has an extremely large domestic market in India
selling over 730,000 cars annually. Maruti 800, till 2004, was the India's largest selling compact car ever
since it was launched in 1983. More than a million units of this car have been sold worldwide so far.
Currently, MARUTI SUZUKI SWIFT tops the sales charts and Maruti Suzuki Swift is the largest selling in
A2 segment.

Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is commonly used to
refer to this compact car model. Till recently the term "Maruti", in popular Indian culture, was associated to
the Maruti 800 model.

Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader of the
Indian car market for over two decades.

Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of New Delhi. Marutis
Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities, launched in
February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel
Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities
have a combined capability to produce over 700,000 units annually.

More than half the cars sold in India are Maruti cars. The company is a subsidiary of Suzuki Motor
Corporation, Japan, which owns 54.2 per cent of Maruti. The rest is owned by the public and financial
institutions. It is listed on the Bombay Stock Exchange and National Stock Exchange in India.

During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all, over six million
Maruti cars are on Indian roads since the first car was rolled out on 14 December 1983.

Maruti Suzuki offers 15 models, Maruti 800, Omni, Esteem, Baleno, Swift, Versa, Ritz, Gypsy, A Star,
Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara. Swift, Swift dzire, A star and SX4 are
manufactured in Manesar, Grand Vitara is imported from Japan as a completely built unit (CBU), remaining
all models are manufactured in Maruti Suzuki's Gurgaon Plant.

Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for three
decades. Suzukis technical superiority lies in its ability to pack power and performance into a compact,
lightweight engine that is clean and fuel efficient.

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Maruti is clearly an employer of choice for automotive engineers and young managers from across the
country. Nearly 75,000 people are employed directly by Maruti and its partners.

The company vouches for customer satisfaction. For its sincere efforts it has been rated (by customers)first
in customer satisfaction among all car makers in India for ten years in a row in annual survey by J D Power
Asia Pacific.

Maruti Suzuki was born as a government company, with Suzuki as a minor partner to make a people's car for
middle class India. Over the years, the product range has widened, ownership has changed hands and the
customer has evolved. What remains unchanged, then and now, is Marutis mission to motorise India.

ORGANISATIONAL STRUCTURE

Chairman- _ Mr. R. C. Bhargava

Managing Director and CEO Mr. Shinzo Nakanishi

Director _ Mr. Manvinder Singh Banga

Director _ Mr. Amal Ganguli

Director _ Mr. D. S. Brar

Director _ Mr. Keiichi Asai

Director _ Ms. Pallavi Shroff

Director _ Mr. Osamu Suzuki

Director _ Mr. Shuji Oishi

Director _ Mr. Kenichi Ayukawa

Director and Managing Executive Officer (Production)- Mr. Tsuneo Ohash

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 CHAPTER-II

2.1.REVIEW OF LITERATURE

DR.N.CHANDRASEKARAN investigated the wants of customer are carefully studied by conducting

surveys on consumer behaviour.this study will help gain knowledge about the influence of the consumer to
prefer particular brand and the problems faced by them using such brands

DR.S.K.SINHA &AJAY WAGH examined that india is fastest going telecommunication markets of the 21
st century .The common man artisans agricultural labours ,vendors and workers from every walk of life are
comfortably using the services provided by telecom industries.

bexamined the new mantra of all FMCG giants is,to get rich,sell to the rural.so they have started marketing
program to explore the untabbed segment of rural market.

RACHEAL DARDIS,HORACIO SOBERON-FERRER investigated the customer decision making is

multinational, that is customer choices are not base on a single product attributes,instead customers view
product of bundles of attributes,product attributes(automobile attributes)as well as house hold
characteristics. both instances,the higher the value of cost index or the trouble index the more un satisfactory
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the bike is relative to other bike a better education is house hold might be more informed about the
preference properties of Japanese bike and attracted by the higher value reliability of these bikes.

M.ABDUL HANEEF, M. EDVIN GNANADHAS, MR.BA.ABDUL KAREEM, MR.VIKAS SINGAL

(2006) : In his study of auto mobile industry sectror he has mentionec that the two wheeler segment has
recorded significant change in the past 4-5 years. The market for motor cycles his growing and its sale rose
by 27% annually due in the last 4 years. The pointed out that while the market for motor cycles is growing
that for mopeds and geared scooters is shrinking. This change in the taste of the consumers is possibly due to
the technological; change. Also most of the manufacturers like bajaj, Yamaha and tvs had redused the
prises of their entry level motor cycles in order to capture a bigger share of the market.

MR. SHUBADIP ROY(2006) SR MOHANOT (2002) : in the study of two and three wheelers he out from
the stand point of means of personal transportation. The two wheeler has become a expression of the owners
personality. The (customer in making his choice does evaluate the product in terms of utility, fuel economy,
reliability, maintenance, affordability, performance good after sales service at reasonable cost, availability of
spareparts at : economical prises , looks, safety and comfort and ease of riding for drivimg.total sales of two
wheeler in first eight months of 2001-2002 has increased to 2,70 million units from 1.33 million units in the
corresponding period of the preceding year.

SIDDHARTHA ANS S.MUKHERJEE (2002): the study reveals. That, the two wheeler in india are used
for variety of work such as visiting people, carrying loads, outdoor jobs like selling and buying. In people
two travel more frequently to nearby town to their daily needs. The two wheeler has become a valuable
support for increasing productivity and in turn the profit, besides helping as a personal mode of
transportation.

RAJUMANI SINGH AND AS YASSO (2001): he also pointed out that a major part of growth in the two
wheeler industry has come from motor cycles, which are considered fuel efficient, reliable and its suitability
on rough roads. As per he study, tvs-suzuki, hero, bajaj , Yamaha dominates the two wheelers seen. The
study also says that due to stiff competition from automobile major Yamaha which is a largest producers of
scooters the LML is facing considerably stiff competition. However, dominance of this category has been
declining because of shift in customer preference towards motor bikes. Lutz (1981): in the study a
perspective into consumer behavior is motivated by a desire to understand the relationship between attitude
and behavior.According to rakesh Sharma, head of international business at Honda auto will give technical
support and expert equipment to our distribution partners in virus countries. The ownership of assembly

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lines is by our partners this allows as to focus on market development it is commissioned CKS (completely
knocked down) system.

Malhotra.M and Arora S. (1999) The study investigates that level of customer satisfaction in the public
sector banks an the provate with the purpose of helping bank managements to formulate marketing strategies
to attract customer towards them. The exploratory study was done by collecting data from the cities of
amritsar, Ludhiana an chandigarh . The twenty attributes were taken into consideration for measuring the
level of satisfaction . The study found that there are six factors in order of their importance a routine
operation factor, price factor, situation factor, environmental factors technology factors and interactive
factors.

CHAPTER III

RESEARCH METHODOLOGY

Research methodology is a design or plan as a guide for conducting research and to

systematically solve the research problem. It includes research design, sampling procedures, data collection
method and analysis procedure. Following research methodology was adopted for the present study.

RESEARCH DESIGN

Research design is a blue print or framework which specifies the details of the procedures necessary
for obtaining the information needed to structure or solve research problems.

DESCRIPTIVE RESEARCH

Descriptive research is also called Statistical Research. The main goal of this type of research is to describe
the data and characteristics about what is being studied. The idea behind this type of research is to study
frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not
gather the causes behind a situation.

Descriptive research is mainly done when a researcher wants to gain a better understanding of a
topic for example, a frozen ready meals company learns that there is a growing demand for fresh ready
meals but doesnt know much about the area of fresh food and so has to carry out research in order to gain a
better understanding. It is quantitative and uses surveys and panels and also the use of probability sampling.

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SAMPLE DESIGN

Sample means, Where only a small unit of population under study are considered for analysis. For
our research work, we have adopted methods. For this study adopted One Hundred and Eighty five samples
were taken under convenient sampling method

CONVINIENT SAMPLING METHOD

Convenience sampling is a specific type of non probability sampling method that relies on data
collection from population members whose are conveniently available to participate in study. Facebook polls
or questions can be mentioned as a popular example for convenience sampling.

DATA COLLECTION

While dealing about the method of data collection to be used for the study, we should keep in mind two type
of data. I.e. primary data and secondary data.

PRIMARY DATA

Primary Data are these which are collected for the first time and they are original in character. The
researcher himself to study a particular problem collects them. In this primary data has been collected for
supportive evidence and analytical study.

SECONDARY DATA

The Secondary Data are those, which are already collected by someone for some purpose and are
available for the present study. In this study secondary data has been collected for supportive evidence and
analytical study

DATA COLLECTION INSTRUMENT

In this project, the researcher has used questionnaire for collecting the primary data. The questionnaire
consists of a number of questions typed in a definite order on a form or set of forms relating to certain
specific aspects regarding which the researcher collects the data. The types of questions used in the
questionnaire for the project are

TYPES OF QUESTIONS

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 Open-ended questions
Open-ended questions are the type of questions used to get suggestion from the respondent in order to give
feed back to the organization.

Close-ended questions
Close-ended questions are the type of questions with a clear declined set of alternatives that
confine the respondent to choose one of them. It is of two type

a) Multiple-choice questions

In this type of questions, the respondents are given 4-5 choices in which the respondents has to select
one. For this type of questions, we can apply statistical tools like Chi-square and weighted average method.

b) Dichotomous questions

In this type of questions, the respondents are given two choices in which the respondents has to
select one. For this type of questions, we can apply statistical tools like internal estimate method.

c) Ranking

In ranking, questions will have the ranking skill, where the respondents are free to rank them
according to their preference.

SAMPLE SIZE

This refers to the number of items to be selected from the universe to a sample. The size of the sample
may neither be excessively large not too small. An optimum sample is one that fulfills the requirements of
efficiency, representativeness, reliability and flexibility. The size of the sample for the study is 120.

TOOLS USED FOR ANALYSIS

The Statistical tools are used for analyzing the data are:

PERCENTAGE ANALYSIS
CHI-SQUARE

ONE WAY ANOVA

1) PERCENTAGE ANALYSIS
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 Percentage analysis shows the entire population in terms of percentages. It reveals the number of
belonging is a particular category or the number of people preferring a particular thing, etc., in terms of
percentage. In this study, the number of people who responded in a particulars manner is interpreted in the
form of percentages.

Each table has been calculated on the basis of percentage.

No of respondents

Percentage = ------------------------------ X 100

Total respondents

2) CHI SQUARE TEST ANALYSIS

The chi-square test a fairly, simple and definitely the most popular of all the other tools, the chi-square
test is most widely used non-parametric tests in statistical work. It makes no assumption about being
sampled. The quantity chi-square describes the magnitude of discrepancy between theory and observation.

2 = (Oi Ei) 2

i=1 Ei

3) ONE WAY ANOVA (F-Test)

The analysis of variance (ANOVA or F-test) is used in such problem where a research wants to test
for the significances of the difference between more than two as sample mean. This is one of the most
powerful statistical techniques. The ANOVA is used in every type of experiment design concentrating both
natural and social sciences.

One Way Classifications

In one way classifications, data are collected according to one criterion. The null hypothesis takes the
form that is; arithmetic means of the population from which the K samples are randomly drawn are equal to
one another.

22
WORKING PROCEDURE

Step 1: H0: There is no significant different between column means as well as between row means

H1: There is significant difference between column means or row means

Step 2: Find the Total number of Observations (N)

Step 3: Find the Total of all Observations (T)

Step 4: Find Critical Factor (C.F)

Step 5: Find the Total sum of squares (TSS) = Xij2 CF

Step 6: Find the Column Sum of Squares (CSS)

Step 7: ESS = TSS CSS

Source of Sum of Degrees of Mean Sum of F-Ratio

Variance Squares Freedom Squares

Between CSS
Columns c-1 M1= CSS/ c-1

Fc =
ESS N-c M2 = ESS/N-c
Residual

23
 CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION

TABLE4.1

AGE OF RESPONDENTS

NO. OF
Sl.No. AGE RESPONDENTS %
1 18-25 25 20
2 26-35 55 50
3 36-45 20 20
4 46 & above 20 10
Total 120 100

CHART- 4.1.1

INTERPRETATION

24
The above study shows that 50 % of MARUTI SUZUKI SWIFT customers are in the age of 26-35, 20 % in
the age of 18-25, 20% in the age of 36-45, and 10 % in the age range of 46 and above.

25
 TABLE 4.1.2

EDUCATION

NO. OF
Sl. No. EDUCATION RESPONDENTS %
1 BELOW SSLC 25 20
2 SSLC 15 10
3 HSC 15 10
DEGREE &
4 ABOVE 65 60
TOTAL 120 100

CHART- 4.1.2

INTERPRETATION

The above study shows that 60% of customers are degree and above,20 % are below SSLC, 10 % are SSLC
and 10 % are HSC.

TABLE- 4.1.3

INCOME GROUP
26
 NO.OF
INCOME GROUP
SL.NO RESPONDENT %

1 BELOW 1 LAKH 70 60
2 1-2 LAKH 20 20
3 2-3 LAKH 15 10
4 3-4 LAKH 15 10
4 LAKH &
5 ABOVE 0 0
TOTAL 120 100

INCOME GROUP

CHART-4.1.3

INTERPRETATION

The above chart shows that 60 % of the customers are in th income group of below 1 lakh p.a, 20 % in 1-2
lakh,10 % in 2-3 lakh and 10 % in 3-4 lakh & above.

27
 TABLE- 4.1.4

INFORMATION ABOUT MARUTI SUZUKI SWIFT

INDORMATION
S. ABOUT MARUTI NO. OF
NO SUZUKI SWIFT RESPONDENTS %
1 NEWS MEDIA 80 70
2 FRIENDS 40 30
COMPANY
3 SALESMAN 0 0
4 OTHERS 0 0
TOTAL 120 100

CHART-4.1.4

INTERPRETATION

The study shows that 70 % of the customers are got information about about MARUTI SUZUKI SWIFT
though News media and a 30 % though their friends.

28
 TABLE- 4.1.5

INFORMATION ABOUT SAFETY MEASURES

INFORMATION NO. OF
SL NO ABOUT SAFETY RESPONDENTS %
1 NEWS MEDIA 38 32
2 FRIENDS 20 16
COMPANY
3 SALESMAN 62 52
4 OTHERS 0 0
TOTAL 120 100

CHART-4.1.5

INTERPRETATION

The research result shows that 52 % of customers got information about safety measures from the company
salesman, 32 % from News media and a 16 % from their friends.

TABLE- 4.1.6

29
 SATISFACTION IN MILEAGE OF THE CAR

SL SATISFACTION IN NO. OF
NO MILEAGE RESPONDENTS %
1 High Satisfied 50 46
2 Satisfied 70 54
3 Neutral 0 0
4 Dis Satisfied 0 0
Total 120 100

CHART -4.1.6

INTERPRETATION

The study showing that 54 % of the customers are Satisfied and 46 % of customers are High satisfied with
the Mileage of MARUTI SUZUKI SWIFT.

TABLE- 4.1.7

SATISFACTION IN ROAD GRIP

30
 SATIFACTION
SL NO. OF
IN ROAD GRIP
NO RESPONDENTS %
1 High Satisfied 45 34
2 Satisfied 75 66
3 Neutral 0 0
4 Dis Satisfied 0 0
Total 120 100

CHART- 4.1.7

INTERPRETATION

The study shows that 66 % of the customers are satisfied, and 34 % are high satisfied with the road grip.

TABLE- 4.1.8
SATISFACTION IN MAINTENANCE COST

SL SATISFACTION IN NO. OF %

31
 MAINTENANCE
NO COST RESPONDENTS
1 High Satisfied 40 32
2 Satisfied 77 62
3 Neutral 3 6
4 Dis Satisfied 0 0
Total 120 100

CHART- 4.1.8

MAINTENANCE COST

INTERPRETATION

The research shows that 62 % of customer are satisfied, 32 % are high satisfied, and 6 % are Neutral with
the maintenance cost.

TABLE-4.1.9

SATISFACTION IN SEATING CAPACITY

SATISFACTION IN
SL SEATING NO. OF
NO CAPACITY RESPONDENTS %

1 High Satisfied 35 28

2 Satisfied 75 64
32
 3 Neutral 10 8

4 Dis Satisfied 0 0

Total 120 100

CHART- 4.1.9

INTERPRETATION

The graph shows that 64 % of customrs are satisfied , 28 % are high satisfied, and 8% are neutral with the
seating capacity.

33
 TABLE- 4.1.10

BRAND PLAYS AN IMPORTANT ROLE TO MAKE PURCHASE

BRAND PLAYS AN NO.OF

IMPORTANT ROLE TO
RESPONDENTS
S.NO MAKE PURCHASE %

1 YES 100 90

2 NO 20 10

TOTAL 120 100

GRAPH4.1.10

INTERPRETATION:

The above chart shows that the 90% the respondents says that brand plays an important role to make a
purchase and remainining 10% says no.

34
 TABLE-4.1.11

SATISFACTION IN ENGINE CAPACITY

SATISFACTION
IN ENGINE NO. OF
SL NO CAPACITY RESPONDENTS %
1 High Satisfied 15 10
2 Satisfied 40 30
3 Neutral 65 60
4 Dis Satisfied 0 0
Total 120 100

CHART- 4.11

ENGINE CAPACITY

INTERPRETATION

The study showing that 60 % of the customers are neutral, 30 % are satisfied and 10 % are high satisfied
with the engine capacity iofMARUTI SUZUKI SWIFT.

TABLE 4.1.12

OPINION ABOUT THE PRICE OF THE CAR

35
 S.no OPINION ABOUT NO. OF
THE PRICE OF RESPONDENTS %
CAR

1 SATISFIED 70 60

2 HIGHLY 30 25
SATISFIED

3 NEUTRAL 10 7.5

4 DIS SATISFIED 10 7.5

TOTAL 120 120

GRAPH 4.12

INTERPRETATION:

The above table show that 60% of the respondents are satisfied with the price of the car, 25% are highly
satisfied, 7% are neutral and 8% are highly dis satisfied.

TABLE -4.1.13

SATISFACTION IN DESIGN AND STYLE

SATISFACTION
SL IN DESIGN NO. OF
NO AND STYLE RESPONDENTS %
36
 1 High Satisfied 45 38
2 Satisfied 65 58
3 Neutral 10 4
4 Dis Satisfied 0 0
Total 120 100

CHART 4.13

INTERPRETATION

The research shows that 58 % of customers are satisfied, 38 % are high satisfied and 4 % are neutral with the
design style of the car.

37
 TABLE4.1.14

FACTORS NEED TO IMPROVED

FACTORS NEED TO
BE IMPROVED
SL NO NO. OF RESPONDENTS %
1 DESIGN 35 35
2 MILEAGE 60 50
3 PERFORAMANCE 12.5 7.5
4 INTERIOR 12.5 7.5
Total 120 100

GRAPH4.14

INTERPRETATION:

The above table shows that 50% of the respondents says mileage is to be improved,35% of the respondents
says design is to be improved,7% says that performance and 8% as interior

38
 TABLE-4.1.15

DISADVANTAGE OF CAR

s.no Disadvantage of No. of %

the car Respondents
1 Rattling noise 30 25

2 Mileage 50 45

3 Gears 20 15

4 Fuel economy 20 15

Total 120 100

CHART -15

INTERPRETATION:

The above table shows that the 45% of the respondents says mileage as disadvantage of the car, 25% as
rattling noise and 15% as gears and 15% as fuel economy.

39
 TABLE-4.1.16

EXPECTATION IN UPCOMING VERSION

Expectation in No. of
upcoming Respondents
S.NO %
version

1 Engine 70 60
capacity

2 Self driving 20 20

3 Head lamps 15 10

4 Colors 15 10

Total 120 100

CHART:4:16

INTERPRETATION:

The above chart shows that 60% of the respondents expecting engine capacity
in upcoming versions of swift, 20 % of respondents expecting self driving technology and 10% as head
lamps ,10% as variant colours.

40
 TABLE 4.1.17

DEGREE OF SATISFACTION DERIVED FROM PRODUCT

S.NO DEGREE OF NO.OF %

SATISFACTION RESPONDENTS

1 HIGH SATISFIED 30 24

2 SATISFIED 80 70

3 NEUTRAL 10 06

4 DIS SATISFIED 0 0

TOTAL 120 100

CHART- 4.1.17

INTERPRETATION

The graph shows that 46 % of the respondents are satisfied, 40 % are neutral ,8% are high satisfied and 6 %
are dis satisfied with the space for luggage.

41
 BUYING INDUCEMENT

TABLE-4.1.18

SL BUYING NO. OF
NO INDUCEMENT RESPONDENTS %

1 Self interest 94 68
Recommended
2 by friends 23 27
3 Advertisement 3 5
4 Others 0 0
Total 120 100

CHART- 4.1.18

BUYING INDUCEMENT

INTERPRETATION

The graph shows the inducement of customers to buy the car as 68 % by self interest, 28 % recomented
by friends and 4 % by advertisement.

42
 BRAND SELECTION

TABLE- 4.1.19

SL BRAND NO. OF
NO SELECTION RESPONDENTS %
1 High Satisfied 50 40
2 Satisfied 70 60
3 Neutral 0 0
4 Dis Satisfied 0 0
Total 120 100

CHART- 4.1.19

INTERPRETATION

The graph showing that 68 % of the customers are satisfied and 32 % are high satisfied with the brand
selection.

4.2 CHI SQUARE TEST

43
Chi-square is a statistical test commonly used to compare observed data with data we would
expect to obtain according to a specific hypothesis.

Hypothesis:

Null Hypothesis (H0):- Basis of disadvantage of car is independent of customer satisfaction

Alternative Hypothesis Hi):- Basis of disadvantage of car is independent of customer

satisfaction

= (O-E/E)

Where,

2 = the test statistic that asymptotically approaches a 2 distribution.

Oi = an observed frequency;

Ei = an expected (theoretical) frequency, asserted by the null hypothesis;

n = the number of possible outcomes of each event.

Table4.16

RATING NOISE MILEAG GEARS FUEL TOTAL

E

YES 25 45 15 15 100

NO 5 5 5 5 20

TOTAL 30 50 20 20 120

Table : Observed Frequency

RATING NOISE MILEAGE GEARS FUEL TOTAL

44
 YES 25 41.67 16.67 16.67 100

NO 5 8.33 3.33 3.33 20

TOTAL 30 50 20 20 120

Oi Ei Oi-Ei ( Oi-Ei) 2 ( Oi-

Ei) 2 /E

25 25 0 0 25

5 5 0 0 25

45 41.67 0.92 0.85 40.82

5 8.33 3.33 11.09 2.76

15 16.67 1.67 2.79 13.88

5 3.33 1.67 2.79 0.54

15 16.67 1.67 2.79 13.88

5 3.33 1.67 2.79 0.54

122.42

Expected Frequency = (Row total * Column total) / Grand total

Degree of freedom = (r 1) * (c 1) = (2 1)*(4 1) = 1x3=3

Table value = 7.81

Level of significance = 5 %

Calculated value of chi square = 122.42

Comparing calculated value (122.42) with the table values with degree of
freedom as 3 at 5% level of significance, it is found that the calculated value is higher than table value,
which means the calculated value falls in the critical region. So the null hypothesis is rejected and the
alternative hypothesis is accepted.

INTERFERENCE

45
The chi square analysis shows that the basis of disadvantage of car and Customer satisfaction is
dependent.

4.3 ONE WAY ANOVA ANALYSIS

Null Hypothesis (HO):
There is no significant difference between income wise calculation and the factor consider
satisfaction of respondent.

Alternative Hypothesies(H1):

46
 There is significant difference income wise calculation and the factor consider satisfaction of
respondent.

Rating Highly satisfied satisfied Neutral Dis satisfied Total

media 5 5 5 5 20
Friends 3 40 30 2 75
Salesperson 7 5 10 3 25

Others 0 0 0 0 0

Total 15 50 45 10 120/120

X1 X12 X2 X22 X3 X32 X4 X42

5 25 3 9 7 49 0 0
5 25 40 1600 5 25 0 0
5 25 30 900 10 100 0 0
5 25 2 4 3 9 0 0
20 100 75 2513 25 183 0 0
T = X1+X2+X3+x4

= 20+75+25+0

T = 120

CF = T2/N

= (120)2/16

CF = 900

Total Sum of age sample = {X1+X2+X3+x4} CF

= {100+2513+183+0} 2796

= 2796-900

=1896

Sum of square between samples = ( X1)2+(X2)2+(X3+4x)2 - C.F

= (20)2+(75)2+(25)2+(0)2 - 900

= 1458

Sum of Square with in sample = total sample between sample

47
= 1896-1438

= 458

ANOVA TABLE
Source of Variation Sum of Square Degree of Freedom Variance

Between samples 1458 4 1=3 1438

3 = 479.33
With in samples 458 16-4=12 458
12 =28.62
CALCULATION OF F

F = Variance between sample

Variance with in sample

= 479.33

28.62

Calculation F = 16.17

Tabulated F = Degree of freedom

= (3,12)

Tabulated F = 4.62

Therefore, Calculated F> Tabulated `F

Reject Null Hypothesies(Ho)

INFERENCE: There is significant difference between rating of the levels of satisfaction and Age group of
respondents.

CHAPTER V

5.1FINDINGS:

From the study, it shows that 50% of the respondents are from the age of 26-35 years old
From the study, it shows that 60% of the respondents has completed degree
From the study, it shows that 60% of the respondents getting income of below one lakh

48
 From the study, it shows that 70% of the respondents got information about maruti Suzuki swift
through news and media.
From the study, it shows that 52% of the respondents got information about safety measures through
company sales man
From the study, it shows that 54% of the respondents are satisfied with the mileage.
From the study, it shows that 66% of the respondents are satisfied with the road grip.
From the study, it shows that 62% of the respondents are satisfied with the maintenance cost
From the study, it shows that 64% of the respondents are satisfied with seating capacity of car
From the study, it shows that 90% of the respondents says brand plays an important role to make
purchase
From the study, it shows that 60% of the respondents are neutral about the capacity of engine.
From the study, it shows that 60 of the respondents are satisfied with the price of the car.
From the study, it shows that 58% of the respondents are satisfied with design and style.
From the study, it shows that 50% of the respondents says that mileage is to be improved.
From the study, it shows that 45% of the respondents says that mileage is the disadvantage of the
maruti Suzuki swift.
From the study, it shows that 60% of the respondents are expecting engine capacity to be increased in
the upcoming version.
From the study, it shows that 70% of the respondents are satisfied with the degree of satisfaction
derived from product.
From the study, it shows that 68% of the respondents shows self intrest to buy the car.

The research shows that the middle income people are accepting the Maruti
Swift as peoples car. They are much aware about the Brand. So the Maruti Swift possessing a well brand
image among the public. The customers are very satisfied with the style, price, comfortness, mileage,
maintenance cost etc. The customers who belong to below 1 lakh p.a. income group are more interested
with the price and after that they considering comfortness of MARUTI SUZUKI SWIFT. In their view
MARUTI SUZUKI SWIFT is the budgeted car.

49
5.2SUGGESTION

Since 50 % of the respondents strongly argued for the improvement of the availability of space for
luggage. It is the major suggestion from the customers.

The customers are not getting much information about the engine details of MARUTI SUZUKI
SWIFT from outside. Majority of them are getting information from the company salesman. So the
advertisement should provide more details about the engine.

The research reveals that only 4 % of the customers induced to buy MARUTI SUZUKI SWIFT by
the effect of advertisement. So it results that the advertisement is not so effective. So the company
should take some improvement in the advertisement.

Some portion of the customers are suggesting make some innovative change in the design and style
of MARUTI SUZUKI SWIFT without changing the price.

50
 The size of the car should be increased.

A little more space needed for comfort seating facility.

In this study I found that Pick up of the car decreases if you use the AC.

The driver want to push the drivers seat completely behind to drive comfortably because the leg
room is small. I suggest the company to solve this problem.

Quality of Plastic is low. The customers suggesting that company should improve the quality of
plastic.

Some respondents opinion is that Engine Noise enters the Cabin and is very annoying

Many respondents are not much satisfied with the space available for the luggage. so the company
should increase the extra space for the luggage.

5.3 CONCLUSION

Since the Customer Satisfaction of consumers is the purpose of this study. Survey is conducted in
Chennai district through questionnaire taking 120 customers. From this survey I got valuable suggestions,
opinion and views of the customers. The ranking test showing that Price is the most considering attribute
for the Customers of MARUTI SUZUKI SWIFT. And the Chi square test shows that the disadvantages of
car is effecting on customers satifactiomn.The customers have strong suggestion for improvement mainly in
the availability of space for luggage. The middle class peoples are considering the MARUTI SUZUKI
SWIFT as the budgeted car. From this study it is clear that MARUTI SUZUKI SWIFT have a good brand
image among the public and the customers had been satisfied with the product performance. The customers
are well aware about the performance and features of MARUTI SUZUKI SWIFT.

51
BIBLIOGRAPHY
1. Philip Kotler & Kevin Lane Keller- Marketing Management.
2. Kothari.C.R- Research Methodology.
3. A. Vinod Marketing Management.
4. www.wikipedia.com
5. www.C.A.R.Sindia.in
6. www.marutisuzuki.com
7. www.gaadi.com

52
 A STUDY ON CUSTOMER SATISFACTION TOWARDS MARUTI
SUZUKI SWIFT
QUESTIONNAIRE
1. Name :

2. Age : 18-25 26-35 36-45 46 & above

3. Educational qualification :
Below SSLC SSLC HSC Degree & above
4. Which income group you belongs to?
Below 1 lakh 1-2 lakh 2-3 lakh 3-4lakh 4lakh & above
5. What are the attributes considered while purchasing MARUTI SUZUKI
SWIFT?
Rank them (1-4) Style Mileage Price Maintenance
6. Where did you got information about MARUTI SUZUKI SWIFT?
News media Friends company salesman Others
7. Where did you got information about safety measures of MARUTI
SUZUKI SWIFT?
News media Friends company salesman Others
8. How satisfied are you with the mileage of the car?

High Satisfied Satisfied Neutral Dis satisfied

9. Are you getting the expected road grip?

High Satisfied Satisfied Neutral Dis satisfied

10. How is the maintenance cost relative to your expectation?

High Satisfied Satisfied Neutral Dis satisfied

53
 11. Does brand plays an important role to make the purchase?

Yes No
12. What is your opinion about the price of the car?

High Satisfied Satisfied Neutral Dis satisfied

13.How did you come to know about engine capacity?

News media Friends company salesman Others

14. From where did you got information about mileage of MARUTI SUZUKI
SWIFT?

News media Friends company salesman Others

15.What are the disadvantages of the car?

Rattling noise [ ] Mileage [ ] Gears [ ] Fuel economy [ ]

16.What do you expect in the upcoming version of the maruti Suzuki

swift??

Engine capacity [ ] Self driving [ ] head lamps [ ] Colours

[ ]

17. What is the degree of satisfaction derived from the product as per
value paid for MARUTI
SUZUKI SWIFT?

High Satisfied Satisfied Neutral Dis satisfied

18.What do you expect to be improved?

Design [ ] Mileage [ ] Performance [ ] Interior [ ]

19.What induced you to buy MARUTI SUZUKI SWIFT?

Self interest By friends Advertisement Others

54
20.Are you satisfied with your brand selection?

High Satisfied Satisfied Neutral Dis satisfied

55