A Study On Customer Perception Towards Maruti Suzuki Cars with Special Reference To Krishna Motors ,Darbhanga

A Project report Submitted in partial fulfillment of the requirements for the award of the degree of

Bachelor Of Business Management To Bangalore University

BY

SAMIR KUMAR
Reg No. 08YAC08037 UNDER THE GUIDANCE OF Prof. PADMAJA VANI

ACKNOWLEDGEMENT
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The research on Customer perception towards Maruti Suzuki cars has been given to me as part of the curriculum in the completion of 3 Years BACHELOR OF BUSINESS MANAGEMENT I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the widest spectrum of researchers, analysts and students for further studies. I have completed this study under the able guidance and supervision of Mr. (GM Krishna Motors) & Mr. Ritesh Pandey from Krishna Maruti and my project guide Prof. Padmaja vani; I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge I have received from them towards fruitful and timely completion of this work. Mere acknowledgement may not redeem the debt I owe to my parents for their direct/indirect support during the entire course of this project. I am also thankful to my friends who helped me a lot in the completion of this project.

SAMIR KUMAR

INDEX
CHAPTER TOPIC PAGE NO.

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1 1.2 1.3

INTRODUCTION Industry Profile Origin and development of the industry Growth and present status of the industry Future of the industry RESEARCH DESIGN Title of the study Statement of problem Objectives of the study Scope of the study Limitations of the study Methodology of the study COMPANY PROFILE Introduction Product Profile DATA ANALYSIS AND INTERPRETATION SUMMARY OF FINDINGS AND

7-23

1.4 1.5 2 2.1 2.2 2.3 2.4 2.6 2.7 3 3.1 3.5 4 5

24-29

30-55

56-100

101-103

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CONCLUSIONS 5.1 5.2 Summary of Findings Conclusion BIBLIOGRAPHY & ANNEXURE 104-110

List of Tables and Graphs

Table NO. Table 4.1

Table Name Showing age of the respondents

Page No. 57

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Table 4.2 Table 4.3

showing gender mix of the sample Table showing educational background of respondents Table showing occupation of the respondents Table showing segment of the cars preferred by the customers Table showing customers preference for best in performance car Factors influencing customers priority in selection procedure Table showing interest of the respondents in particular Model of MS car Table showing customers opinion on Maruti Suzuki launching MUV Table showing customers opinion on Maruti Suzuki manufacturing premium cars in consumers awareness add-on services towards

59 61

Table 4.4 Table 4.5 Table 4.6

63 65 67

Table 4.7 Table 4.8

69 71

Table 4.9

73

Table 4.10

75

Table 4.11 Table 4.12

77 79

consumer satisfaction level from Maruti Suzuki add-on services. satisfaction level from interaction with Maruti executive. customer satisfaction from mechanics ability to solve the problems.

Table 4.13 Table 4.14

81 83

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Table 4.15

customers satisfaction level from durability of the products response of the consumers towards quality of Service At Krishna Maruti Service Station intention of the respondents towards using non authorized Maruti service center. consumers view towards pricing of the products overall opinion about Maruti cars in terms of value for money. customers response towards Post Sales Follow Up customers opinion towards advantage of Maruti Suzuki products customers loyalty towards brand

85

Table 4.16

87

Table 4.17

89

Table 4.18 Table 4.19 Table 4.20 Table 4.21

91 93 95 97

Table 4.22

99

Graph No. Graph 4.1 Graph 4.2 Graph 4.3

GRAPH TITLE Showing age respondents of the

Page no. 58 60 62

showing gender mix of the sample Table showing educational background of respondents

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Graph 4.4 Graph 4.5 Graph 4.6

Table showing occupation of the respondents Table showing segment of the cars preferred by the customers Table showing customers preference for best in performance car Factors influencing customers priority in selection procedure Table showing interest of the respondents in particular Model of MS car Table showing customers opinion on Maruti Suzuki launching MUV Table showing customers opinion on Maruti Suzuki manufacturing premium cars in consumers awareness towards add-on services consumer satisfaction level from Maruti Suzuki add-on services. satisfaction interaction executive. level with from Maruti

64 66 68

Graph 4.7 Graph 4.8

70 72

Graph 4.9

74

Graph 4.10

76

Graph 4.11 Graph 4.12

78 80

Graph 4.13

82

Graph 4.14

customer satisfaction from mechanics ability to solve the problems. customers satisfaction level from durability of the products response of the consumers towards quality of Service At

84

Graph 4.15

86

Graph 4.16
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88

Krishna Maruti Service Station Graph 4.17 intention of the respondents towards using non authorized Maruti service center. consumers view towards pricing of the products overall opinion about Maruti cars in terms of value for money. customers response towards Post Sales Follow Up customers opinion towards advantage of Maruti Suzuki products customers loyalty towards brand 90

Graph 4.18 Graph 4.19 Graph 4.20 Graph 4.21

92 94 96 98

Graph 4.22

100

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Preface In this world of competition any organization cannot avoid Customers. It has become a necessity for an organization for its survival in any industry so that customer satisfaction level their views and expectation plays important role in each and every product life cycle.
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Customer perception towards Maruti Suzuki cars with special reference to Krishna Motors is the project conducted for Maruti Suzuki Automotive pvt. Ltd in Darbhanga town. Today Companies are facing toughest competition ever. The intense competition makes the companies to take the necessary steps. To retain their existing customer as well as attract new once. In the environment of advancement of the technology the companies are trying hard to keep the pace with latest development. For all the above things it is very important to know and understand views and feelings of the customers towards the products and services offered so that marketing and R&D strategies can be formulated to cater the needs and expectations of the customers can be met . This survey will help the company to know the customers satisfaction level and feedback of customers at the product in Darbhanga. It will also help company to know about the competitors. This will help company to know about wants and expectation of customers. The company can also know if there are any problems faced by the customers in that region. This survey has conducted a geographical are in Darbhanga. Importance of Customer perspective A century and more ago, producers of goods and services enjoyed great power over customers who had extremely limited choices in the market. Today, the scenario has reversed, with customers exerting far greater power in the purchase transaction. Technologies like the Internet increase customer knowledge and insight and deliver greater bargaining power to customers. This makes it absolutely vital for companies to have a well-defined Customer Perspective.

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The three questions companies must answer when developing a Customer Perspective. These questions are: 1) Who are your customers? 2) What do those customers expect or demand from you? and 3) What is your value proposition in serving your customers? Answers to these questions help companies understand the target segments, the aspects that motivate customers, and decide whether they will pursue one of the three traditional value propositions of product leadership or customer intimacy or operational excellence. Companies need to offer all three innovation, outstanding customer care and flawless execution because of todays hypercompetitive environment. Only then can companies meet customer expectations and succeed at performance management that translates into leadership in the marketplace and customer minds The sooner you know how the customer feels about your business, the sooner you can start to correct any shortcomings that may emerge About industry India is an emerging country with huge potential. The domestic economy is now growing at around 9-10% per annum and Indias importance in global terms is being reinforced by rapidly rising exports and domestic consumption. At a time when numbers of a slowdown and overheating in the Indian economy have started gaining momentum, the Indian rupee sprang a surprise by pushing the GDP figure past the trillion-dollar (42,00,000 crore) mark. The automotive industry is at the center of Indias new global dynamic. The domestic market expanding rapidly as incomes rise and consumer credit
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becomes more widely available. Manufacturers product lines are being continually expanded, as is the local automotive manufacturing base. Expectation are high that India can develop as a global hub for vehicle manufacturers and as an outsourcing center that offers the global automotive industry solution high up the automotive value chain. India eyes 25 million automotive jobs. India's GDP is set to double over the next decade In percentage terms, the automotive industry's contribution should also double. In dollar terms, the sector's contribution is set to quadruple to some $145bn The automobile industry in India accounts for a business volume of $45 billion and has the potential to grow much faster both through Indian as well as international manufacturers who have established huge facilities in the country With the worlds second largest and fastest-growing population, there is no denying Indias potential in both economic and population terms and the effect it will have on the auto industry in the years to come. The country is already off to a good start, with a well-developed components industry and a production level of 1 million four-wheeled vehicles a year, plus a further 5 million two- and three-wheelers. The implications, market drivers and scope of a future massive Indian vehicle market are covered in the India Strategic Market Profile, a brand-new forecast of Indian automotive and related activity to 2020. Based on Max Pemberton's unique relational long-term forecasting model, it forecasts car and CV sales,

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demographics, materials usage, auto industry employment, and explains their inter- year of healthy growth in auto industry. India Then & Now 1983 Number of brands 2 Number of models 2 2008 Number of brands 30

Number of models 70 + Some of the Car companies in India: Maruti Suzuki Tata motors with Fiat Honda Baja tempo Mercedes Benz Sokda Audi Top three manufacturers: Maruti Suzuki Tata motors Hyundai General motors (Opel, Chevrolet, Ford) Hindustan motors, Mitsubishi Hyundai Mahindara Nissan Toyota

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INDUSTRY GROWTH
Automobile Production Trends (Number of Vehicles) Category Passenger Vehicles Commercial Vehicles Three Wheelers Two Wheelers Grand Total 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09

723,330

989,560

1,209,876 1,309,300 1,545,223 1,777,583

1,838,697

203,697

275,040

353,703 391,083

519,982

549,006

417,126

276,719

356,223

374,445 434,423

556,126

500,660

501,030

5,076,221

5,622,741

6,529,829 7,608,697 8,466,666 8,026,681 8,418,626

6,279,967

7,243,564

8,467,853 9,743,503 11,087,997 10,853,930 11,175,479

Future of the Automobile in the Economy US based consultancy, Keystone predicts that India will become worlds third largest automobile market by 2030. Overall size expected to exceed 20 million with compounded annual growth rate of over 12%.

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Car segmentation: As per SIAM (Society of Indian Automobile Manufacturers)

The classification of segments are done as per length of the vehicle, (Passenger car segment) A1 - Mini - Up to 3400mm (M800, Nano) A2 - Compact - 3401 to 4000mm (Alto, wagon r, Zen,i10,A-star,Swift,i20,palio,indica etc) A3 - Midsize - 4001 to 4500mm (City,Sx4,Dzire,Logan,Accent,Fiesta,Verna etc)
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A4 - Executive - 4501 to 4700mm (Corolla,civic,C class,Optra,Octavia, etc) A5 - Premium - 4701 to 5000mm (Camry,E class,Accord,Sonata,Laura,Superb,etc) A6 - Luxury - Above 5000mm (S class,5 series etc) B1 - Van - Omni, Versa, Magic etc B2 - MUV/MPV - Innova, Tavera, Sumo etc SUV - CRV, Vitara etc
A segment, B segment etc were used earlier, tho new terms came, still old one is used most popularly.

Conceptual backdrop of subject Marketing:

The term marketing has changed and evolved over a period of time, today marketing is based around providing continual benefits to the customer, these benefits will be provided and a transactional exchange will take place.

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The Chartered Institute of Marketing define marketing as 'The management process responsible for identifying, anticipating and satisfying customer requirements profitably' Philip Kotler defines marketing as 'satisfying needs and wants through an exchange process' Within this exchange transaction customers will only exchange what they value (money) if they feel that their needs are being fully satisfied, clearly the greater the benefit provided the higher transactional value an organization can charge. Marketing mix The marketing mix principles (also known as the 4 ps.) are used by business as tools to assist them in pursuing their objectives. The marketing mix principles are controllable variables, which have to be carefully managed and must meet the needs of the defined target group. The marketing mix is a part of the organizations planning process and consists of analyzing the defined:
y

How will you design, package and add value to the product. Product strategies.

y y y

What pricing strategy is appropiate to use Price strategies. Where will the firm locate? Place strategies. How will the firm promote its product Promotion strategies.

Elements of Marketing Mix Philip Kotler the Marketing Guru discovered the 4 p's of marketing, These are considered as the basis of marketing and constitute 4 variables : y Product
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y Price y Promotion y Place

4 Ps of marketing
Marketing decision variables are those variables under the firm's control that can affect the level of demand for the firm's products. They are distinguished from environmental and competitive action variables that are not totally and directly under the firm's control. The four marketing decision variables are: Price variables
y y y

Pricing strategies , Allowances and deals Distribution and retailer mark-ups Discount structure

Product variables
y y y y y

Quality Models and sizes Packaging Brands Service

Promotion variables
y y y y

Advertising Sales promotion Personal selling Publicity

Place variables
y y

Channels of distribution Outlet location

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y y

Sales territories Warehousing system

Few definitions and meanings Customer

Customer is defined as any person, company, or other entity which buys goods and services produced by another person, company, or other entity. Customer (also known as a 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, In fact, customers may fall into one of three customer groups: Existing Customers Consists of customers who have purchased or otherwise used an organizations goods or services, typically within a designated period of time Former Customers This group consists of those who have formerly had relations with the marketing organization typically through a previous purchase. However, the marketer no longer feels the customer is an Existing Customer either because they have not purchased from the marketer within a certain time frame or through other indications Potential Customers The third category of customers includes those who have yet to purchase but possess what the marketer believes are the requirements to eventually become Existing Customers.

Customer Vs Consumer
1. A consumer is someone who actually consumes the goods and not just purchases it.
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2. 3.

A customer is someone who buys the goods for either commercial purposes or self uses. According to the 1986 Consumer Protections Act of India, a consumer can also be somebody who uses goods and services for a living. In addition, the mere intent of buying goods makes you a consumer, nonetheless.

Customer buying process

When purchasing a product there several processes, which consumers go through. These are discussed below.

Step One - Need/Want Recognition During this step, buyers realize they want or need something. They recognize that they have a problem or a desire, and they choose to find a solution. If this need or want is something along the lines of lunch, the buying decision can be made relatively quickly, without much thought of the actual buying process. Hunger is a quick problem to solve, most options are familiar to buyers, and the cost is usually low. If the need or want is a new car, however, the actual buying decision can take weeks or months. There is a greater risk, new models and features come out all the time, the cost is high, and the possibility of making a "mistake" when buying is great. Step Two - Information Search Once the choice has been made to fill a need or want, your customer begins to search for information in order to make a quality decision that is in his/her best interest. Free samples, test drives, and other means of "trial" work wonderfully to guide the customer through the information search stage and onto the evaluation and purchase stages.

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Step Three Evaluation After the customers have collected all the information they feel is necessary, they begin to evaluate their options and narrow their choices until they finally pick the one thing that they are comfortable with, and that they can afford. Step Four Purchase Once all the information has been evaluated, purchase is made, and customer walks away happy. Step Five - Post Purchase Anxiety The brand purchase and the product use provide the feedback of the information regarding attitudes. If the derived satisfaction is as per the expectation it will brand preference influencing future purchase . While customers may have thought they chose the best solution when they purchased, many times customers later experience cognitive dissonance, a.k.a. buyers regret. They second guess their decision and begin to feel uncomfortable about their decision. This is where trial periods, guarantees, and/or warranties come into play. Understanding each step in the buying process can help you structure your selling process and your marketing materials to cater to the customer. Take the time to consider what your customer goes through when making the choice to buy, and alter your business accordingly. In doing so, youll increase your chances of making more sales, and landing more satisfied customers. Customers expectations: Customer is defined as anyone who receives that which is produced by the individual or organization that has value. Customers expectations are continuously increasing.
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Brand loyalty is a thing of past. Customer seek out products and producers that are best able to satisfy their requirements. A product does not need to be rated highest by the customer on all dimensions, only those they think are important. Customer perceived value: Customer perceived value is difference between the

prospective customers evaluation of all the cost of an offering and the perceived alternatives. Total customer value is perceived monetary value of the bundle of economics, functional and psychological benefits customer expect from the given marketing offering. Delivering high customer value the key to generating high customer loyalty is to deliver high customer value. According to Michel Lanning, a company must design a competitively superior value deliver system. Customer satisfaction: Satisfaction is the persons feelings of pleasure or disappointment resulting from comparing a products perceived in relation to his or her expectations. In general, if performance of the products matches the expectations, the customer is said to be satisfied. Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectations. In a competitive marketplace where business complete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. If performance exceeds expectations, the customer is said to be highly satisfied or delighted. If the performance falls short of expectations, the customer is said to be dissatisfied.

Measuring customer satisfaction:

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Organizations are increasingly interesting in retaining existing customers while targeting non-customers measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. 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. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organizations products. Importance to measure customer satisfaction: While is it is critical to be in sync with the overall business objectives of the organization, it is also critical to be in tune with information requirements of users, and the value they find in services provided by the info center. In order to be perceived as integral assets to their organizations, most information professionals are concerned with expanding their activities, and serving more customers better. Building on a loyal customer or user base is the best and easiest way to grow your business. Just as companies find it costs approximately five times more to acquire new customers than it costs to keep a customer, Info Centers will find it most cost effective to grow by building on the services now provided to loyal, committed customers. To continue earning that customer loyalty, information professionals must keep tabs on the satisfaction levels and perceptions of value held by Info Center users. Strategies to develop the new business should always be balanced by strategies to retain existing business and ensure ongoing satisfaction of existing customers. There is an also real bottom-line reason for measuring customer satisfaction.

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Positive results from customer satisfactions studies will make a strong statement in support of continued funding for Info Center activities. Tools for measuring Customer Satisfaction: Complaint and Suggestion Systems: A customer-centered organization makes it easy for customers to register suggestions and complaints. Companies also using web sites and e-mail for quick, two-way communication. Customer Satisfaction Survey: Responsive companies measure customer satisfaction directly by conducting periodic surveys. Ghost Shopping: Companies can hire people to pose as potential buyers to report on strong and weak points experienced in buying the companys and competitors products. These shoppers can even test the companys sales personnel handle various situations. Lost Customer Analysis: Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened. Focus Groups: Focus groups can be held on an informal or formal basis. On an informal basis, consider having a group of users meet for coffee or lunch to discuss their satisfaction with services being evaluated. On a more formal basis, a facilitator with experience in leading focus groups can work with personnel to plan questions and activities to elicit perception of value and satisfaction from participants.
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Customer Satisfaction Survey: Study show that although customers are dissatisfied with one out of every four purchases, less than five percent of dissatisfied customers will complain. Most customers will buy less or switch to other supplier. Complaint levels are thus not good measure of customer satisfactions responsive companies measure customers Satisfaction directly by conducting periodic survey. They send questionnaire or make telephonic calls to a random sample of recent customers. They also solicit buyers views on their competitor performance. While collecting customer satisfaction data, it is also useful to asked additional questions to measure re purchase intention; this will normally be high if his customer satisfaction is high. It is also useful to measure likely hood or willingness to recommend the company and brand to others. A high positive word-of-mouth score indicates that the company is producing high customer satisfaction. Customer satisfaction helps company in knowing the wants, needs and expectation of customers. It also helps to collect feedback about products. This will assist company in new product development.

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TITLE OF THE STUDY

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A STUDY ON CUSTOMER PERCEPTION TOWARDS MARUTI SUZUKI CARS WITH SPECIAL REFRENCE TO KRISHNA MOTORS, BIHAR Statement of problem The purpose of conducting this research is to get the actual idea about the experiences of customers and their satisfaction level with Maruti Suzuki. The purpose of conducting this research is also to find out views and expectations of customers towards Maruti Suzuki. Users were selected and then the analysis was formed regarding the peoples beliefs, satisfaction and expectations about the Maruti Suzuki.

Project involves:
-Introduction about Maruti -Quantitative research -Awareness regarding the facilities provided by Maruti -Overall opinion about Maruti

Research Methodology:
The purpose of methodology is to describe the process involved in research work. This includes the overall research design, data collection method, the field survey and the analysis of data.

Research Objective:

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The objective of this project is to conduct the Customer Satisfaction Survey for Maruti Suzuki and recording, analyzing and interpreting the opinion of the customers, their wants and expectations from the Maruti Suzuki India ltd. The objectives of research study are: Study customers perception towards Maruti Suzuki cars& services provided by the company.  Study services offered by dealer and customers response about the offerings.  Analyze the products and services offered by Maruti Suzuki on the basis of consumers responses. Scope of the study :  The study was conducted in town of the Darbhanga.  Introduction about Maruti Suzuki and Indian automobile industry  Quantitative research to study the views and expectation of the Maruti Suzuki customers.  To Overall opinion of the automobile consumers towards about Maruti cars Limitation of the study:  Sample has been collected from the town of the Darbhanga only.  The sample size is only 100 so the sample may not be truly representative of the Darbhanga population.  Due to difference in language, sometimes I have to fill up the questionnaires according to the answer.  Being student, money and time were my major limitation. Plan of analysis
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A complete questions was checked and the contents were transferred to long sheets from which tables were prepared, the tables thus obtained are analyzed with appropriates statistical techniques like table, graph, pie charts in or between to interpret the data. Tools for analysis : The tools used are pie charts bar graphs & where used . Methodology of data collection:Definition: Research methodology is a process to systematically solve the research

statistical technique like percentage (%)

problem. It may be understood as a science of studying how research is done scientifically. Why a research study has been undertaken, how the research problem has been defined. In what way and why the hypothesis has been formulated, what data have been collected and particular method has been adopted. Why particular technique of analyzing data has been used and a host of similar other questions are usually answered when we talk of research methodology concerning a research problem or study. Descriptive design was choose to measure the satisfaction level of customers on the basis of different parameters such as quality, price, features, technology, after sale services etc. This design ensured complete clarity and accuracy. It also ensured minimum bias in collection of data and reduced the errors in data interpretation. Statistical method as followed in this research because the data was of descriptive nature and it also enabled accurate generalizations.

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Sample Design: Detailed and structured questionnaire was designed. Survey a sample of 100 customers. The methodology developed was Primary and Secondary research. The questionnaire was designed to get information from customers about their satisfaction and overall perception towards Maruti.

Sources of Data:
Primary data: Primary data are those which are collected a fresh and for the first time, and thus happen to be original in character. It was collected through questionnaire and personal interviews. Secondary data: The secondary data are those which have already been collected by someone else and which have already been through the statistical process. The data were collected in the form of company profile and produce profile from the web sites and newspaper. Some of the books were referred for theoretical concepts.
Sampling Unit: I) Who is to be surveyed? Youngsters, business people, Krishna motors customers,
educated housewives were selected to conduct survey and to check their attitude.

II) Sampling types: For the purpose of the study simple random sampling
was used.

III) Sample Size: Survey of 100 respondents is carried. IV) Sampling Area: Was four wheeler customers in town of Darbhanga

Field of Survey:
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The field work for the survey was conducted in Darbhanga. The exercise involved face to face interview with the customers. Analysis: The important factors and datas collected were sequentially analyzed and graphed.

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Maruti Suzuki India Ltd.

`

Maruti Suzuki India limited was established in Feb 1981 through an Act of

Parliament, to meet the growing demand of a personal mode of transport caused by the lack of an efficient public transport system. It was established with the objectives of - modernizing the Indian automobile industry, producing fuel efficient vehicles to conserve scarce resources and producing indigenous utility cars for the growing needs of the Indian population. A license and a Joint Venture agreement were signed with the Suzuki Motor Company of Japan in Oct 1983, by which Suzuki acquired 26% of the equity and agreed to provide the latest technology as well as Japanese management practices. Suzuki was preferred for the joint venture because of its track record in manufacturing and selling small cars all over the world. There was an option in the agreement to raise Suzukis equity to 40%, which it exercised in 1987. Five years later, in 1992, Suzuki further increased its equity to 50% turning Maruti into a nongovernment organization managed on the lines of Japanese management practices.

Maruti created history by going into production in a record 13 months. Maruti is the highest volume car manufacturer in Asia, outside Japan and Korea, having produced over 5 million vehicles by May 2005. Maruti is one of the most successful automobile joint ventures, and has made profits every year since inception till 2000-01. In 2000-01, although Maruti generated Operating profits on an income of Rs 92.5 billion, high depreciation on new model launches resulted in a book loss.

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History of Maruti
In 1970 , Sanjay Gandhi the son of Indira Gandhi envisioned the manufacture of an indigenous , cost effective , low maintenance compact car for the Indian middle class . Indira Gandhis cabinet passed a unanimous resolution for the development and production of a peoples car. Sanjay Gandhis company was christened Maruti limited. The name of the car was chosen after a Hindu deity named Maruti Ltd. That time Hindustan Motors Ambassador was the chief car and the company had come out with a new entrant the premier Padmini that worked slowly gaining a part of the market share dominated by the ambassador. For the next ten years the Indian car market had stagnated at a volume of 30,000 to 40,000 cars for the decade ending 1983. . The collaboration heralded a revolution in the Indian car industry by producing the maruti-800. It created a record of taking 13 months time to go from design to rolling out cars from a production line. The production of Maruti-800 in 1983 marked the beginning of a revolution in the Indian automobile industry. It brought in the latest technology of that time more fuel efficiency and lower prices that led to the creation of a huge market for all car segments as the Indian, middle class grew in size. This in turn brought in more players in this segment. A number of auxiliary car parts making units were set up as more car manufacturers realized it was more cost effective to make their car parts in India rather than importing them. Marutis major influence was in helping the component industry in the country because of its emphasis on localization and indigenization. As in the beginning that sector hadnt grown much Marutis had to start dozens of joint ventures with Indian entrepreneurs. It got them from foreign collaborations that led

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Board of directors
Mr. R. C. Bhargava Mr. Shinzo Nakanish

Chairman

Managing Director and CEO

Name of the person Mr. Manvinder Singh Mr. Amal Ganguli Mr. Osamu Suzuki Mr. Shuji Oishi Ms. Pallavi Shroff Mr. D. S. Brar Mr. Kenichi Ayukawa Mr. Tsuneo Ohashi Director Director Director Director Director Director

Designation

Director (Production) Director and Managing Executive Officer (Production

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Vision The leader in the India Automobile Industry, Creating Customer Delight and Shareholders Wealth; A pride of India We must be an internationally competitive company in terms of our products and services. We must retain our leadership in India and should also aspire to be among the global players.

Mission To provide a wide range of modern, high quality fuel efficient vehicles in order to meet the need of different customers, both in domestic and export markets. To provide

maximum value for money to their customers through continuous improvement of products and services. Maruti has a network of 391 sales outlets across 230 cities all over India. The service network covers 1,113 towns and cities, bolstered by 2,142 authorized service outlets.The company's change in strategy and emphasis on developing effective marketing communications was their highlights.

OBJECTIVE OF THE COMPANY Marutis marketing objective is to continually offer the customer new products and services that: reduce the customers cost of ownership of their cars; andanticipate and address the customers needs and preferences in all aspects and stages of car ownership, to provide what they refer to as the 360 degree customer experience. They sell ten models with more than 50 variants in segments A, B, C, and utility vehicle segment of the Indian passenger car market. Of these, they manufacture nine models and import the Grand Vitara as a completely built unit from Suzuki in Japan. Their models and variants are designed to address the changing demands of the market and are periodically upgraded in technology, styling and features. To take advantage of the brand recognition
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associated with their products, they retain the brand name of the product through various stages of product upgrades over time. For example, the version of the Maruti 800 brand currently sold in the market is a significantly upgraded version, in terms of technology, design and styling, of the Maruti 800 launched in 1983.

GRADE A A B B B C C C C Utility Vehicle Utility Vehicle

CAR Maruti 800 OMNI Zen Wagon R Alto D zire SX4 EECO SWIFT GYPSY KING GRAND VITARA

4Ps: Product Price Place Promotion

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Product Strategy:-

Portfolio of 12 products Five product lines product Line A1 A2 A3 SUV C - Class Price Strategy:Products 800 Alto, Zen ,Wagon R, Swift, A-star D ZiRE, Sx4 Vitara, Gypsy Omni, EECO

The price of the Maruti car is between Rs. 210000 to Rs. 1500000. Maruti 800 is the lowest price car of this company. Alto, Omni, Wagon R, are also the low price car of

the company, Zen & Esteem are the mid-price car of the company. But Grand Vitara is the high price model of the company. The price of car is decided according to its product variety, quality, design etc.

Place strategy:600 New cars sales outlets covering 393 cities. 265 Maruti True Value outlets spread across 166 cities. 2628 Maruti Authorized Service Stations, covering 1220 cities. Tie up with Adani group for exporting 200,000 units through Mnudra port Gujarat
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Promotion Strategy:-

Advertising j TV Ads j Print Ads j Radio Ads

SWOT Analysis:-

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STRENGTHS Bigger name in the market Trust of People Has a great dealership chain in the market. Better after sales service Low maintenance cost of vehicle WEAKNESSES Exports are not that good. Lesser diesel models in the market compare to others Global image is not that big

OPPURTUNITIES Great opportunities to go global with success of Swift and SX4 allover Introduction of more diesel models. The diesel car segment is growing Opportunity to grow bigger by entering into bigger car markets Already a market leader so great opportunity to be the king of market in every stage of industry

THREATS Foreign MNCs. To the market share, as many big names are coming in the industry There is hardly any diesel models Rs. 1 lakh Rs. 1.5 lakh car companies entering market; so a bigger threat from

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Portfolio Analysis

MATRIX Of MARUTI SUZUKI

STAR: The Company has long run opportunity for growth and profitability. They have high relative market share and high Growth rate. SWIFT, SWIFT DESIRE AND ZEN ESTILO is the fast growing and has potential to gain substantial profit in the market.

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QUESTION MARK: there are also called as wild cats that are new products with potential for success but there cash needs are high And cash generation is low. In auto industry of MARUTI SX4, GRAND VITARA, ASTAR there has been improve the organization reputation As they want successful not only in Indian market but as well as in global market.

CASH COW: It has high relative market share but compete in low growth rate as they generate cash in excess of their needs. MARUTI 800, ALTO AND WAGNOR have fallen to ladder 3 & 4 due to introduction of ZEN ESTALIO and A STAR.

DOG: The dogs have no market share and do not have potential to bring in much cash.BALENO, OMINI, VERSA There business have liquidated and trim down thus The strategies adopted are that are harvest, divest and drop.

BCG matrix

can serves as a simple tool for viewing a corporations business

portfolio at a glance , and may serves as a starting point for discussing resource allocation among strategic business units.

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CURRENT STRATEGIES FOLLOWED BY MARUTI SUZUKI

PRICING STRATEGY - CATERING TO ALL SEGMENTS

Maruti caters to all segment and has a product offering at all price points. It has a car priced at Rs.1,87,000.00 which is the lowest offer on road. Maruti gets 70% business from

repeat buyers who earlier had owned a Maruti car. Their pricing strategy is to provide an option to every customer looking for up gradation in his car. Their sole motive of having so many product offering is to be in the consideration set of every passenger car customer in India. Here is how every price point is covered. MARUTI EMERGING AS R&D HUB FOR SUZUKI MOTOR CORPORATION Japanese auto major Suzuki is all set to convert Maruti Suzuki India limited Ltds research and development (R&D) facility as its Asia hub by 2007 for the design and development of new compact cars, according to a top official of the firm. The countrys leading car manufacturer will make substantial investments to upgrade its research and development center at Gurgaon in Haryana for executing design and development projects for Suzuki. This includes localization, modernization and greater use of composite technologies in upcoming models.

The company will be hiring more software engineers and technocrats to handle Suzukis R&D projects. Investment would be more in terms of manpower than in infrastructure, which is already in place. Apart from working on innovative features, the R&D teams will focus on latest technologies using CAD-CAM tools to roll out new models that will meet the needs of MARUTI SUZUKI INDIA LIMITEDs diverse customers in the future.

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KEY SUCCESS FACTORS (1)The Quality Advantage Maruti Suzuki owners experience fewer problems with their vehicles than any other car manufacturer in India (J.D. Power IQS Study 2004). The Alto was chosen No.1 in the premium compact car segment and the Esteem in the entry level mid - size car segment across 9 parameters.

(2)A Buying Experience Like No Other

Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189 cities, with a workforce of over 6000 trained sales personnel to guide MARUTI SUZUKI INDIA LIMITED customers in finding the right car.

(3)Quality Service Across 1036 Cities In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest across all 7 parameters: least problems experienced with vehicle serviced, highest service quality, best in-service experience, best service delivery, best service advisor experience, most user-friendly service and best service initiation experience. 92% of Maruti Suzuki owners feel that work gets done right the first time during service. The J.D. Power CSI study 2004 also reveals that 97% of Maruti Suzuki owners would probably recommend the same make of vehicle, while 90% owners would probably repurchase the same make of vehicle.

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(4)One Stop Shop At Maruti Suzuki, customers will find all car related needs met under one roof. Whether it is easy finance, insurance, fleet management services, exchange- Maruti Suzuki is set to provide a single-window solution for all car related needs.

(5) The Low Cost Maintenance Advantage

The acquisition cost is unfortunately not the only cost customers face when buying a car. Although a car may be affordable to buy, it may not necessarily be affordable to maintain, as some of its regularly used spare parts may be priced quite steeply. Not so in the case of a Maruti Suzuki. It is in the economy segment that the affordability of spares is most competitive, and it is here where Maruti Suzuki shines.

(6)Lowest Cost of Ownership The highest satisfaction ratings with regard to cost of ownership among all models are all Maruti Suzuki vehicles: Zen, Wagon R, swift dzire, Maruti 800, Alto and Omni.

(7) Technological Advantage It has introduced the superior 16 * 4 Hypertech engines across the entire Maruti Suzuki range. This new technology harnesses the power of a brainy 16-bit computer to a fuelefficient 4-valve engine to create optimum engine delivery. This means every Maruti Suzuki owner gets the ideal combination of power and performance from his car.

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Indian Four Wheeler Industry The Four-Wheeler Industry in India has not quite matched up to the performance of its counterparts in other parts of the world. The primary reason for this has been the all-pervasive regulatory atmosphere prevailing till the opening up of the industry in the mid-1990s. The various layers of legislative Acts sheltered the industry from external competition for a long time. Moreover, the industry was considered low-priority as cars were thought of as unaffordable luxury". Post Liberalization, the car market in India have been in a burgeoning stage with all types of cars flooding the market in order to meet the demands of Indian customers who are increasingly exposed to state of the world automobiles and want the best when it comes to purchasing a car. It is expected that by 2030, the Indian car market will be the 3rd largest car market across the globe. The main encouraging factors for the success story of the car market in India are the increase in the opportunity for new investments, the rise in the GDP rate, the growing per capita income, massive population, and high ownership capacity. The liberalization policies followed by the Indian government had been inviting foreign players to participate in the car market in India. The recent trend within the new generation to get work in the software based sector has led to the rise in the income level and change in the lifestyle significantly, which has further led to the increase in the demand for luxurious cars among them. The car Market in India is crowded with all varieties of car models like the small cars, mid-size cars, luxury cars, super luxury cars, and sports utility vehicles. Initially the most popular car model dominating the Car Market in India was the Ambassador, which however today gave way to numerous new models like Hyundai, Honda, MercedesBenz, BMW, Bentley and many others. Moreover, there are many other models of cars in the pipeline, to be launched in the car market in India. Some of the leading brands dominating the car market in India at present are

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Hindustan Motors, Reva Electric Car Co., Fiat India Private Ltd., Daimler Chrysler India Private Ltd, Ford India Ltd., Honda Siel Cars India Ltd., General Motors India, Hyundai Motors India Ltd., Skoda Auto India Private Ltd., and Toyota Kirloskar Motor Ltd. Since the demand for foreign cars are increasing with time, big brands like Mercedes Benz, Volkswagen, Aston Martin, Ferrari, and Rolls-Royce have long since made a foray into the Indian car market. Facts about Indian Car Market: Although the Indian automobile industry has come a long way since the deregulation in 1993, India does not rank well among its global peers in many respects, viz., the contribution of the sector to industrial output, number of cars per person, employment by the sector as a percentage of industrial employment, number of months' income required to purchase a car, and penetration of cars. India is far behind from other countries with just 6.9 cars per 100 persons, while Unites States has 76.9 cars on per 100 persons. Among developing countries, Russia also stands ahead than India and China with 16.3 cars per 100 persons.

MARKET SCENERIO (2009-10)

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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

Maruti sales figure

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PRODUCT PROFILE OF MARUTI SUZUKI INDIA LIMITED LTD.

Maruti Suzuki has different product as follow: 1. Maruti 800:
Maruti 800 is one most small family related comfortable car, which come under Economy segment. It is mostly sellable by the Maruti Udyog. It has been most good performance by the buyers. And also good result of it. Since 1982 has been started production of this car.

Maruti 800

Sr. No.
1.

Features
Types Maruti Standard Maruti DUO

2. 3. 4.

Petrol Or Diesel Seating capacity Launch in India

Petrol 4 December 1983

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2. Alto:

Sr. No.
1. 2. 3. 4.

Features
Types Petrol Or Diesel Seating capacity Launch in India Alto , Alto Lx , Alto Lxi , Alto K10 Petrol 5 Sep 2000

3. Zen Estilo:

ZEN ESTILO

Sr. No.
1. 2. 3. 4.

Features
Types Petrol Or Diesel Seating capacity Launch in India Lx , Lxi, Vxi Petrol 5 November 2006

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4. Omni:

Sr. No.
1.

Features
Types Omni 5seater 8 seater Omni LPG Omni

Ambulance 2. 3. 4. Petrol Or Diesel Seating capacity Launch in India Petrol/LPG 5 seater, 8 seater 1984

5. Wagon R:

Sr. No.
1.

Features
Types Petrol Or Diesel Seating capacity Launch in India LxLxi Petrol 4 1999

2. 3. 4.

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6. Swift:

Sr. No.
1. 2. 3. 4.

Features
Types Petrol Or Diesel Seating capacity Launch in India Lx Lxi Zxi Petrol/Diesel 5 May 2005

7. Swift Dezire:

Sr. No.
1.

Features
Types LXi, VXi, Zxi(Petrol) Ldi, Vdi, Zdi(Diesel)

2. 3. 4.

Petrol Or Diesel Seating capacity Launch in India

Petrol/Diesel 5 March 2008

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8. Maruti SX4

Maruti SX4

Sr. No.
1.

Features
Types SX4 Vxi , SX4 Zxi , SX4 Zxi (Leather )

2. 3. 4.

Petrol Or Diesel Seating capacity Launch in India

Petrol 5 May 2007

9. A-STAR

A-STAR
Sr. No.
1.

Features
Types Lxi, Vxi, Zxi.

2. 3. 5.

Petrol Or Diesel Seating capacity Launch in India

Petrol 5 2008

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10. RITZ

Sr. No.
1.

Features
Types Lxi, Vxi, Zxi, Ldi, Vdi.

2. 3. 4.

Petrol Or Diesel Seating capacity Launch in India

Petrol, Diesel 5 2009

11. EECO

Eeco
Sr. No.
1. 2. 3. 4.

Features
Types Petrol Or Diesel Seating capacity Launch in India Standard, A.C.+Htr Petrol,CNG 5 or 7 2010

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ADD-ON SERVICES

Ask any thing about Maruti. Anytime, call 1800 1800 180 ( Toll Free ). Mobile +91 9910 20 20 20

Maruti On road Service. Just dial 39891515 for a 24-hour on-road breakdown service in many cities. No other car company can match this.

Maruti Genuine Parts. Maruti Suzuki spares are easily available across the length and breadth of the country.

Maruti forever yours service include an extend of warranty with very reasonable rate.

Express Highway Service introduced with service stations at convenient points on important national highways.

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Many of the auto component companies other than Maruti Udyog started to offer components and accessories that were compatible. This caused a serious threat and loss of revenue to Maruti. Maruti started a new initiative under the brand name Maruti Genuine Accessories to offer accessories like alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other car care products. These products are sold through dealer outlets and authorized service stations throughout India.

Maruti True service offered by Maruti Udyog to its customers. It is a market place for used Maruti Vehicles. One can buy, sell or exchange used Maruti vehicles with the help of this service in India.

As part of its corporate social responsibility Maruti Udyog launched the Maruti Driving School in Delhi. Later the services were extended to other cities of India as well. These schools are modeled on international standards, where learners go through classroom and practical sessions.

N2N is the short form of End to End Fleet Management and This fleet management service include end-to-end solutions across the vehicle's life, which includes Leasing, Maintenance, Convenience services and Remarketing.

AWARDS FOR COMPANY

Maruti Suzuki Ranks Highest in Automotive Customer Satisfaction in India

for a tenth Consecutive Year.

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Table No. 4.1 Showing age of the respondents Age Below 20 yrs 20yrs 30 yrs 31yrs -40 yrs 40yrs and above No. of respondents 5 26 28 41 Percentage 5% 26% 28% 41%

Analysis : Out of 100 respondents interviewed 41 of them were of above 40 yrs of age and 28 people were of 31 to 40 yrs of age range. 26 respondents were between 20 yrs to 30 yrs and only 5 of them were below 20 yrs age.

Interpretation Majority of the respondents were of above 40 yrs of age.

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Graph 4.1

45 40 35 30 25 20 15 10 5 0 <20 21-30 31-40 40+ Below 20 21-30 31-40 40 above

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Table 4.2 Table showing gender mix of the sample.

Gender Male Female

No. of respondents 82 18

Percentage 82 18

Analysis 82% of the respondents were male while only 18% were from fairer sex.

Interpretation : It was found that majority of the respondents were male .

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Graph 4.2 :

100 90 80 70 60 50 40 30 20 10 0 Male Female Male Female

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Table 4.3 Table showing educational background of respondents

Educational qualification

No of respondents 19 34 17 20 10

Percentage 19% 34% 17% 20% 10%

Under graduate Graduate Post graduate Professional Others

Analysis: It was found that 34% of the respondents were graduate followed by 20% professional , 19% Undergraduate ,17% Post graduate and 10% were from other backgrounds.

Interpretation : Most of the samples were graduate or professionals.

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Graph 4.3

100 90 80 70 60 50 40 30 20 10 0 UG PG Others UG Graduate PG Professional Others

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Table 4.4 Table showing occupation of the respondents

Occupation Self employed Private sector employee Government employee Other

No. of respondents 32 17 41 10

Percentage 32% 17% 41% 10%

Analysis : It was found that 41 % of the respondents were government employee followed by 32% of self-employed people . 17% of the sample belonged to private sector employees and 10% of them were from different other professions.

Interpretation : We can interpret from above table that majority of the customers were government employee and self-employed people.

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Graph 4.4:-

100 90 80 70 60 50 40 30 20 10 0 Other Self employed Pvt. Sector employee Govt. Employee

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Table 4.5 Table showing segment of the cars preferred by the customers

Segment Mini/compact Mid-size Executive Premium

No. Respondents 61 27 12 0

Percentage 61% 27% 12% 0%

Analysis :From the table it was found 61% of the Respondents preferred Mini/compact segment cars while 19% liked Mid-size followed by 12% for Executive and None in premium.

Interpretation :The study shows that majority of the sample respondents were interested in mini size or compact size cars like alto , swift etc.

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Graph 4.5

100 90 80 70 60 50 40 30 20 10 0 Mini/compact Mid-size Executive Premium

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Table 4.6 Table showing customers preference for best in performance car Car Brand Tata/Fiat Maruti Suzuki Chevrolet Hyundai Others No. of respondents 9 70 3 12 5 Percentage 9% 70% 3% 12% 5%

Analysis:70% of the respondents chooses Maruti Suzuki as brand with best performance car followed by 12% who opted Hyundai , 9% Tata fiat 5% for others and 3% customers preference was Chevrolet .

Interpretation :The analysis showed that most of the respondents think Maruti Suzuki cars are best in performance.

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Graph 4.6

100 90 80 70 60 50 40 30 20 10 0 Tata/fiat Maruti Suzuki Chvrolet Hyundai Others

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Table 4.7 Table showing Factors influencing customers priority in selection procedure

Options Brand Durability Price Accessibility Features Look/Design

No. of respondents 10 10 31 17 22 20

Percentage 10% 10% 31% 17% 22% 20%

Analysis:31% of the respondents preferred price as the most important factor followed by 22% features , 20% design , 17% to accessibility to brand and service center ,10% for durability and brand in their priority list. Interpretation :It was observed that price is the most important factor in selection of car by the respondent followed by features and looks of almost equal priority.

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Graph 4.7

100 90 80 70 60 50 40 30 20 10 0 Brand Durablity Price Accessiblity Features looks/Design

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Table 4.8 Table showing interest of the respondents in particular Model of MS car Model Alto A-star Swift/Dzire Others No. of respondent 31 11 44 14 Percentage 31% 11% 44% 14%

Analysis :It was found that 44% people were interested in Swift or swift dezire Model followed by 31% in Alto , 14 % in different other models and 11% in A-star model of Maruti Suzuki car.

Interpretation :The analysis showed that most of the respondents were interested in Swift or Alto car.

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Graph 4.8

Swift 44%

others 14%

Alto A-star Swift others

A-star 11%

Alto 31%

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Table 4.9 Table showing customers opinion on Maruti Suzuki launching MUVs

Opinion Yes No

No. of respondents 81 19

Percentage 81% 19%

Analysis :81% of the respondents strongly agreed that Maruti Suzuki should enter the MUVs market while 19% disagreed to the idea.

Interpretation:

IT was observed that majority of the respondents think that Maruti Suzuki should bring MUVs.

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Graph 4.9

81% Yes No 19%

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Table 4.10 Table showing customers opinion towards Maruti Suzuki manufacturing premium cars in future.

Opinion Yes No

No. of respondents 92 8

Percentage 92% 8%

Analysis :It was found that 92% said yes and only 8% disagreed to the idea.

Interpretation:Survey revealed that most of the people think that Maruti should enter the premium car market.

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Graph 4.10

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

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Table 4.11 Table showing consumers awareness towards add-on services provided by Maruti Suzuki India limited. Service Maruti Insurance Maruti Driving School Maruti Genuine accessories True Value Maruti Finance Forever yours Anytime Maruti 88 76 64 88 12% 24% 36% 12% No. of respondents 100 71 96 Percentage 0% 29% 4%

Analysis:The table reveals that everyone was aware of Maruti Insurance , 96% knew about MGA and 88% were of respondents were aware of Maruti true value and Anytime Maruti . Interpretation:It can be concluded hat Majority of the respondents were aware of most of the services provided by Maruti Suzuki ltd.

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Graph 4.11

100 90 80 70 60 50 40 30 20 10 0 MI MDS MGA MTV MF AM FY

YES NO

MI = MARUTI INSURANCE MDS= MARUTI DRIVING SCHOOL MGA= MARUTI GENUINE ACCESSORIES MTV= MARUTI TRUE VALUE MF= MARUTI FINANCE AM= ANYTIME MARUTI FY= FOREVER YOURS
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TABLE 4.12 Table showing consumer satisfaction level from Maruti Suzuki add-on services. Product Excellent MI MGA MTV MF 71 81 78 56 71 81 78 56 Good 22 4 12 22 22 4 12 22 Average 7 15 0 14 7 15 0 14 Not satisfactory 0 0 10 8 0 0 10 8

Analysis :from the table its was found that for Maruti Insurance service 71% thought that its excellent ,followed by 22% who rated it good while 7% satisfaction level was average and none of them rated not satisfactory. For Maruti genuine accessories 81% thought that its excellent ,followed by 15% who rated it average while 4% satisfaction level was good and none of them rated not satisfactory. For Maruti true value and Maruti finance 58% and 56% respectively thought that its excellent, followed by 12% and 22% of the respondents who rated it good while 0% and 14% peoples satisfaction level was average and 10% and 8% of them rated not satisfactory.

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Interpretation :Analysis revealed that majority of customers were highly satisfied from Maruti Insurance and Maruti Genuine accessories while for Maruti True Value and Maruti finance response was mixed.

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Graph 4.12:-

90 80 70 60 50 40 30 20 10 0 MI MGA MTV MF Excellent Good Avarage Not Satisfactory

MI = MARUTI INSURANCE MGA= MARUTI GENUINE ACCESSORIES MTV= MARUTI TRUE VALUE MF= MARUTI FINANCE

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Table 4.13 Table showing respondents satisfaction level from interaction with Maruti executive.

Satisfaction level Excellent Good Average Not satisfactory

No. of respondents 56 14 30 0

Percentage 56% 14% 30% 0%

Analysis:From the table it was revealed that 56% of the customers said Excellent , 14% said it was good and 30% went on with average . None of them said interaction was not satisfactory.

Interpretation:Analysis conclude that response of the customers was very different but majority of the respondents thought that interaction was excellent.

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Graph 4.13:

0% 30% Excellent Good Avarage Not satisfactory

56% 14%

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Table 4.14 Table showing customer satisfaction from mechanics ability to solve the problems.

Mechanic was able to solve the problems Yes No

No. of respondents

Percentage

92 8

92% 8%

Analysis :From the table it was revealed that 92% of the customers said yes mechanic was able to solve the problem while only 8% said no in the response.

Interpretation:From the analysis it can be concluded that majority of the respondents where highly satisfied from the ability of the mechanic to solve the problem.

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Graph 4.14

100 90 80 70 60 50 40 30 20 10 0 response Yes NO

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Table 4.15 Table showing customers satisfaction level from durability of the products

Response Excellent Good Average Not Satisfactory

No. respondents 84 4 12 0

Percentage 84% 4% 12% 0%

Analysis:Table revealed that 84% feels that durability of Maruti Suzuki products durability is excellent and 4% said it its good while 12% feels durability is average but none of them are not satisfied from the quality.

Interpretation:From the analysis it can be concluded that though response is very uneven but majority of respondents feels that durability of the Maruti Suzuki products are excellent.

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Graph 4.15

90 80 70 60 50 40 30 20 10 0 Excellent Avarage Excellent Good Avarage Not satisfactory

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Table 4.16 Table showing response of the consumers towards quality of Service At Krishna Maruti Service Station

Response

No of respondents

Percentage

Excellent Good Average Not satisfactory

81 11 8 0

81% 11% 8% 0%

Analysis :From the table it was found that 81% of the respondents thinks service at Krishna Maruti is excellent followed by 11% who rated Good and only 8% responded to average . Interpretation:It is concluded that majority of the respondents think that services provided at Krishna Maruti is excellent.

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Graph 4.16

90 80 70 60 50 40 30 20 10 0 Excellent Good Average Not satisfactory

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Table 4.17 Table showing intention of the respondents towards using non authorized Maruti service center.

Response Yes No

No. of respondents 28 78

Percentage 28% 78%

Analysis :Table shows that 78% respondents says no while 22% respondents said yes they can visit none authorized Service center.

Interpretation:From the analysis it can be concluded that majority of the customers are loyal to the Brand and not going to non-authorized service provider

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Graph 4.17

78% Yes No 22%

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Table 4.18 Table showing consumers view towards pricing of the products

No.of Are The Prices Affordable YES NO Respondents 74 36 Percentage 74% 36%

Analysis: 64% agreed that the prices are affordable while 36% disagreed that the prices are affordable.

Interpretation: Majority of the respondents think that pricing strategy of the Maruti Suzuki is right and prices are affordable.

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Graph 4.18

80 60 40 Yes 20 0 No

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Table 4.19 Table showing overall opinion about Maruti cars in terms of value for money.

Is Maruti car value for money Yes No

No. of respondents

Percentage

92 8

92% 8%

Analysis:82% of the respondents feels that Maruti Suzuki cars are value for money and 8% disagreed with it.

Interpretation:Majority of the respondents thinks that Maruti Suzuki cars are value for money.
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Graph 4.19

100 80 60 40 20 0 Yes No Yes No

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Table 4.20 Table showing customers response towards Post Sales Follow Up

Post Sales Follow Up Done regularly Yes No

No. of respondents

Percentage

59 41

59% 41%

Analysis :59% of the respondents said that post sale follow up was done regularly but 41% of the customers disagreed to it.

Interpretation:Analysis showed that response of the customers towards post sale follow up is mixed . Majority of the respondents said it was done but huge number of customers disagreed to it.
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Graph 4.20

60 50 40 30 20 10 0 Yes No Yes No Yes No

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Table 4.21

Table showing customers opinion towards advantage of Maruti Suzuki products.

Best in Maruti Suzuki cars Pricing Quality Services Features

No. of respondents

Percentage

16 66 14 4

16% 66% 14% 4%

Analysis :66% of the respondents thinks quality of the Maruti products is best in market while 16% thinks it the pricing , 14% views services provided by the company is best while 4% went with the features of the products

Interpretation:Most of the respondents perception is that quality of the Maruti Suzuki products are best in market.
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Graph 4.21

70 60 50 40 30 20 10 0 Pricing Quality Services Features Pricing Quality Services features

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Table 4.22 Table showing customers loyalty towards brand

Would you buy Maruti product in future Yes No Cant say

No. of respondents

Percentage

81 8 11

81% 8% 11%

Analysis :81% of the customers responded to yes and 8% said no while 11% said cant say. Interpretation:Study reveals that brand loyalty in Maruti customers is very high.

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Graph 4.22

90 80 70 60 50 40 30 20 10 0 yes No cant say 8 11 Yes No Cant say 81

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Findings
 Majority of the respondents were of above 40 yrs of age, male and were graduate or professionals  The study shows that majority of the sample respondents were interested in mini size or compact size cars like alto , swift etc.  From the survey it was found that most of the respondents think Maruti Suzuki cars are best in performance and most of the respondents were interested in Swift or Alto car.  It was observed that price is the most important factor in selection of car by the respondent followed by features and looks of almost equal priority.  IT was also observed that majority of the respondents think that Maruti Suzuki should bring MUVs and should enter the premium car market.  Analysis revealed that majority of customers were highly satisfied from Maruti Insurance and Maruti Genuine accessories while for Maruti True Value and Maruti finance response was mixed  From the analysis it can be concluded that majority of the respondents where highly satisfied from the ability of the mechanic to solve the problem and most of the respondents think that services provided at Krishna Maruti is excellent.  Study reveals that brand loyalty in Maruti customers is very high.

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 From the analysis it can be concluded that though response is very uneven but majority of respondents feels that durability of the Maruti Suzuki products are excellent, pricing strategy of the Maruti Suzuki is right and prices are affordable. And overall perception of the Maruti Suzuki customers is Maruti cars are value for money

CONCLUSION
The price of a car is just one-third of what it cost you over its lifetime. Running and maintaining it make up the other two-thirds. Take into account resale value and its real cost becomes clear. Maruti Suzuki stands for value as much as it stands for performance. In spite of rising input costs, we try our best to keep prices down. Their running costs and resale values are unbeatable too. Nothing matches the delight their cars deliver. In the JD Power CSI study 2005, 85% of Maruti Suzuki owners stated that they would definitely recommend the car they drive to someone else. In fact, you dont buy a Maruti Suzuki. You invest in it.

From the analysis and interpretation of data collected in survey it can be concluded that customers are very much satisfied from the quality of products and services provided by Maruti Suzuki India limited and their expectations are very high. Some of the important points that have been concluded from the inferences of data interpretation and analysis are listed underneath:-

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RECOMMENDATIONS AND SUGGESTIONS  In small towns like Darbhanga base customers are from age group of 30+ so marketing and sales strategies should must be formulated targeting them.  People want Maruti to enter different other segments like MUVs and Premium cars also  Except basic services like Insurance and finance customers are not much aware of the all the services offered by Maruti Suzuki .  Betterment of services offered is required.  Brand loyalty of Maruti Suzuki customers is very high.  Maruti Suzuki is the most preferred brand in small towns.  Customers perception towards Maruti Suzuki car is very much positive and their expectations are fulfilled.

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BIBILOGRAPHY FOOTNOTES For Citing Books 1. Kotler , Philip , Marketing Management, 13th edition, India : Wiley India Pvt Ltd, 2009 2. Krishnaswami , Styaprasad , Bussiness Research Methods , Mumbai :Himalaya Publishing House , 2006 References from some websites:-

1. www.marutisuzuki.com 2. www.gaddi.com 3. Wikipedia 4. Scribd 5. Authourstream 6. www.cardekho.com 7. www.jdpower.com

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Annexure

KRISHNA MOTORS , Darbhanga

Questionnaire
Research survey on customer s perception towards Maruti Suzuki Cars y Name (optional) y Age Below 20 yrs 31-40 yrs y Gender Male y Educational Qualification Under graduate Post Graduate Other (specify) y Occupation Self-employed employee Other y Average monthly income Below 20000 40-60000 Q1. Which of the following segment do you prefer? Economic Mid-range Executive Premium . Private Sector Govt . Employee 21-30 yrs 40+ yrs Female Graduate Professional

20-40000 Above 60000

Q2. Which among the following do you find the best in performance? Tata / Fiat Other (specify) Maruti Suzuki Chevrolet Hyundai

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Q3. Which among the following do you give priority in your selection procedure? Brand Accessibility Durability Feature Price Look/Design

Q4. Which car are you interested in? Alto A-star Swift SwiftDzire

Q5. Do you think Maruti should bring MUV s like Scorpio or Safari? Yes No

Q6. Maruti Suzuki should manufacture Premium cars in future? Yes No

Q8. Are you aware of these services offered by Maruti Suzuki Ltd.? I. II. III. IV. V. MARUTI INSURANCE Yes MARUTI DRIVING SCHOOL Yes No No

MARUTI GENUINE ACCESSORIES Yes No MARUTI TRUE MARUTI Yes MARUTI FINANCE Yes No No

Q9. If yes How would you rate the following products or services offered by Maruti Suzuki? I. MARUTI INSURANCE Excellent II. Good Average Average Not Satisfactory Not Satisfactory

MARUTI DRIVING SCHOOL Excellent Good

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III. IV. V.

MARUTI GENUINE ACCESSORIES Excellent Good MARUTI TRUE MARUTI Excellent Good MARUTI FINANCE Excellent Good

Average Average

Not Satisfactory Not Satisfactory

Average

Not Satisfactory

Q10. How was your interaction with Maruti Executive? Excellent Good Average Not Satisfactory

Q11. Was the Maruti Mechanic able to solve your entire problem? Yes Q12. How is the durability of products? Excellent Good Average Not Satisfactory No

Q13. How was your personal experience at Krishna Motors Service center ? Excellent Q14. Good Average Not Satisfactory

How were the queries been answered by service providers ? Good Average Not Satisfactory

Excellent

Q15. How would you rate the quality of services provide? Excellent Good Average Not Satisfactory

Q16. Have you been to any non-authorized Maruti Service Centre? Or Would you go for servicing at any non-authorized Maruti service center after warranty period? Yes Q17. Is the pricing of Maruti Suzuki cars reasonable? Yes.
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No

No

Q18. Is Maruti cars Value for money? Yes Q19. Was the after sale following up done properly? Yes No No

Q20. Which of the following do you feel the best in Maruti Suzuki Cars Pricing Quality Services Features

Q22. Would you buy again / like to buy Maruti Suzuki car in future? Yes No. Can t say

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