Customer Satisfaction of Maruti

It was in 1970 that Sanjay Gandhi envisioned the manufacture of maruti which is known popularly as the people’s car it is maruti which is known to give wheels to the nation. The first car of mauti was rolled out on Dec. 14, 1983 after a collaboration with Suzuki motors. Satisfaction is a person’s feeling of pleasure or disappointment resulting from a comparing perceived performance in relation to his or her expectation. If the performance falls short of expectation, the consumer is dissatisfied. If the performance matches the expectations, he consumer is satisfied. If the performance exceeds expectation, the customer is highly satisfied or delighted. In today’s competitive scenario firms consistently tries to satisfy his existing customer to get more customers in every regards. To meet the desired expectation of customers companies has to look around all aspects of products services and of course market condition, otherwise they may be out of the race. Automobile industry has the same competitiveness and every firm in the industry is consistently working for enhancing their product and services.

The study widely concentrates on the level of satisfaction amongst customers for which I did Exploratory Research to check the satisfaction level amongst the customers of Maruti as the popular punchline also says “Count On Us”. Introduction India is an emerging country with huge potential. The domestic economy is now growing at around 9-10% per annum and India’s 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 India’s new global dynamic. The domestic market expanding rapidly as incomes rise and consumer credit ecomes more widely available. Manufacturer’s 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 world’s second largest and fastest-growing population, there is no denying India’s 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, demographics, materials usage, auto industry employment, and explains their inter- year of healthy growth in auto industry. INDUSTRY GROWTH [pic] Future of the Automobile in the Economy US based consultancy, keystone predicts that India will become world’s third largest automobile market by 2030. Overall size expected to exceed 20 million with compounded annual growth rate of over 12%. 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 Fiat General motors (Opel, Chevrolet) Ford Hindustan motors, Mitsubishi Honda Hyundai Baja tempo Marinara Maine elect.

Mercedes Benz Nissan San engineering Soda Toyota Top three manufacturers: Maruti Suzuki Tate motors Hyundai Car segmentation: This is done on the basis of size and price of the car A segment: maruti800, omni B segment: Zen, wagon-r, alto, Santo, polio, indicia C segment: esteem, accent, indigo, icon, Honda city, civic D-segment: opera, Octavia, sonata, monde, accord, corolla, Camry, Mercedes Maruti’s emphasis Role of the Sales Person He should be neatly dressed He should have knowledge about various product’s Features Variants Colors Prices Sales promotion campaigns Competitor products , their features , prices ,etc. Latest service and warranty policies Current availability Carry copy of ready reckoner “Do not leave the customer unattended for more than 3 minutes” Customer Care Team: Role of the Customer Care Manager: Customer Care Manager is the leader of the customer care team. He is accountable for the sales satisfaction index of the dealership. The customer care manager ensures that every customer is properly followed up and feedback is recorded. Also the customer complaints are recorded and resolved as soon as possible to the level of satisfaction. The customer care executives report to the customer care manager.

Customer Care Executive:- Initially does the Post Sales Follow up (PSF) and monitors the feedback forms at the showroom Post sales follow up PSF’s are done in order to get the first hand feedback form the customer about the experience that they had during the sales and delivery process. The first PSF is done within the 72 hours of delivery and the voice or exact wordings of the customer are recorded. The next PSF call is made after 15 days after the vehicle is delivered. The feedback form system is a very important tool to obtain customer’s feedback on the experience that the customer had during the purchase of his/her car. Steps to be followed after receiving customer complaint: Firstly customer acre manager gives a control number to all complaints received and records the same in the customer complaints control register. Then customer acre manager gets in touch with the customer over the phone and expresses regret on the inconvenience faced by the customer Immediate action is taken to ensure that the customer complaint is resolved and writes a letter of apology The customer care manager along with the concerned DSE, then visits the customer, hands over the letter and takes satisfaction note from the customer Then he sends a copy of the letter and the satisfaction note to Maruti Udyog Ltd. And also files a copy of the same in the customer complaints register/file.

Then the CCM discusses the customer complaints in the weekly meeting with the general manager on SSI with the entire showroom staff. Necessary counter measures are taken to ensure that such complaints are not repeated in future. All sales staff and managers review customer care activities on daily, weekly and monthly basis. The SSI review meet is conducted regularly. According to Maruti “A customer is the most important visitor on our premises He is not dependent on us , We are dependent on him, He is not an interruption on our work, He is the purpose of it. He is not an outsider on our business, He is part of it. We are not doing him a favor serving him, He is doing us a favor by giving us the Opportunity to do so” How you communicate Your words 7% Your voice 35% Your body language 58% Moments of truth Expectation—————satisfaction———————reality If you get what you expected Expectation—————dissatisfaction—————-reality If you get less than you expected Expectation—————delight————————–reality If you get more than you expected When customers don’t complain they go somewhere else………. Customers don’t complain.

They pass on their dissatisfaction to their colleagues , family , greengrocer, suppliers , consultants, managers , sports club, grandparents, neighbours, director, to you……. Market Research Project Title – “Customer Satisfaction Survey of Maruti Udyog Limited” Project involves: -Introduction about Maruti -Procedure followed by Maruti for catering to the needs and queries of the customers -Application of Five Force’s Model in the Automobile Industry -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: To find the satisfaction amongst the customers of Maruti. Research 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 opinion about Maruti. Sources of Data: Primary data Secondary data Field of Survey: The field work for the survey was conducted in Gurgaon and Jaipur.

The exercise involved face to face interview with the customers. Analysis: The important factors and data’s collected were sequentially analyzed and graphed. Limitations of the Study: The sample size is only 100 so the sample may not be truly representative of the Gurgaon’s and Delhi’s population. Analysis |Knowledgeable Salesperson |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |0 |0% | |Neither Disagree Nor Agree |0 |0% | |Agree |86 |86% | |Strongly Agree |14 |14% | [pic] 86% people agreed that the sales persons are knowledgeable and 14% strongly disagreed that the sales persons are knowledgeable. |Employees spent enough time with you before sales |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |0 |0% | |Neither Disagree Nor Agree |0 |0% | |Agree |64 |64% | |Strongly Agree |36 |36% | [pic] 64% people agreed that the sales persons spent enough time with them before the sales and 36% strongly agreed with this. |Employees spent enough time with you during sales |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |4 |4% | |Neither Disagree Nor Agree |0 |0% | |Agree |62 |62% | |Strongly Agree |34 |34% | [pic] 62% agreed that sales persons spent enough time with them during the sales , while 34% strongly agreed that the sales persons spent enough time with them during sales and only 4% disagreed with this. |Employees spent enough time with you after sales |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |22 |22% | |Neither Disagree Nor Agree |0 |0% | |Agree |54 |54% | |Strongly Agree |26 |26% | [pic] 60% agreed that the sales persons spent enough time with them after sales ,26% strongly agreed with this and 14% disagreed that the sales persons spent enough time with them after sales. |Display of Merchandize |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |0 |0% | |Neither Disagree Nor Agree |0 |0% | |Agree |94 |94% | |Strongly Agree |6 |6% | [pic] 94% agreed that the display of merchandize was attractive and 6% strongly agreed that the display of merchandize was attractive. |Availability of the Product |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |4 |4% | |Neither Disagree Nor Agree |0 |0% | |Agree |91 |91% | |Strongly Agree |5 |5% | [pic] 91% agreed that the availability of the product was there, 5% strongly agreed that the availability was there while only 4% said they disagreed with this. |Variety/Selection of Merchandize |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |6 |6% | |Neither Disagree Nor Agree |0 |0% | |Agree |87 |87% | |Strongly Agree |7 |7% | [pic] 87% agreed that there was variety/selection of merchandize whereas 7% strongly agreed that enough variety was there and 6% disagreed with this. |Vehicle in Good Condition |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |2 |2% | |Neither Disagree Nor Agree |0 |0% | |Agree |82 |82% | |Strongly Agree |16 |16% | [pic] 82% agreed that the vehicle was in good condition when delivered ,16% strongly agreed with this whereas only 2% disagreed with this. |Prices are Affordable |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |12 |12% | |Neither Disagree Nor Agree |15 |15% | |Agree |21 |21% | |Strongly Agree |52 |52% | [pic] 64% strongly agreed that the prices are affordable , 21% agreed that the prices are affordable whereas only 15% said that they neither disagreed nor agreed with this. |Attractive discounts offered |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |26 |26% | |Neither Disagree Nor Agree |0 |0% | |Agree |47 |47% | |Strongly Agree |27 |27% | [pic] 55% agreed that the discounts offered are attractive , 34% strongly agreed with this while 11% disagreed and said that the discounts offered were not attractive. |Decor of the waiting area is pleasing |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |0 |0% | |Neither Disagree Nor Agree |0 |0% | |Agree |80 |80% | |Strongly Agree |20 |20% | [pic] 80%agreed that the decor of the waiting area was pleasing while 20% strongly agreed that the decor of the waiting area was pleasing |Offered a Test Drive |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |20 |20% | |Neither Disagree Nor Agree |0 |0% | |Agree |74 |74% | |Strongly Agree |6 |6% | [pic] 74%agreed that the test drive was offered to them ,6% strongly agreed that the test drive was offered while 20% disagreed with this. |Post Sales Follow Up done regularly |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |15 |15% | |Neither Disagree Nor Agree |0 |0% | |Agree |59 |59% | |Strongly Agree |26 |26% | [pic] 59%agreed that the post sales follow ups are done regularly , 26% srongly agreed and 15%disagreed with this. |Responds to complaints Quickly |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |9 |9% | |Neither Disagree Nor Agree |12 |12% | |Agree |61 |61% | |Strongly Agree |18 |18% | [pic] 64% agreed that the response to complaints is quick ,18% strongly agreed , 12% neither agreed nor disagreed and 6% disagreed with this. |Service at Maruti Service Station is excellent |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |4 |4% | |Neither Disagree Nor Agree |0 |0% | |Agree |82 |82% | |Strongly Agree |14 |14% | [pic] 82% said that the service at maruti service station is excellent , 14% strongly agreed while only 4% disagreed with this. |Careful with Personal Information |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |0 |0% | |Neither Disagree Nor Agree |8 |8% | |Agree |85 |85% | |Strongly Agree |7 |7% | [pic] 85% agreed that yes they were careful with personal information, strongly agreed with this and 8% neither agreed nor disagreed. |All the commitments are fulfilled |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |7 |7% | |Neither Disagree Nor Agree |0 |0% | |Agree |6 |6% | |Strongly Agree |87 |87% | [pic] 94% strongly agreed that all the commitments were fulfilled and 6% agreed with this. |Value for Money |No. f Respondents |Percentage | |Strongly Disagree |0 |0% | |Disagree |0 |0% | |Neither Disagree Nor Agree |0 |0% | |Agree |2 |2% | |Strongly Agree |98 |98% | [pic] 98% strongly agreed that maruti provides value for money while 2% agreed with this.

Are you aware of the following facilities provided by maruti |Maruti insurance |No. f Respondents |Percentage | |Yes |98 |98% | |No |2 |2% | [pic] 98% said yes that they are aware about maruti insurance while only 2% said that they were not aware. |Extended warranty |No. of Respondents |Percentage | |Yes |97 |97% | |No |3 |3% | [pic] 7% said they were aware about extended warranty and 3% said that they did not know about this. |True value |No. of Respondents |Percentage | |Yes |98 |98% | |No |2 |2% | [pic] 98% said they were aware about true value and 2% said they were not aware. |Maruti finance |No. f Respondents |Percentage | |Yes |75 |75% | |No |25 |25% | [pic]75% said that they were aware about maruti finance and 25% said that they were not aware of it. |Autocard |No. of Respondents |Percentage | |Yes |84 |84% | |No |16 |16% | [pic] 4% said that they were aware about autocard and 16% said that they were not aware of it. |Genuine Accessories |No. of Respondents |Percentage | |Yes |85 |85% | |No |15 |15% | [pic] 85% said that they were aware of genuine accessories available and 15% said they were not aware. What is your overall opinion about Maruti ? |Choice |No. f Respondents |Percentage | |Very bad |0 |0% | |Bad |0 |0% | |Neither bad nor good |0 |0% | |Good |4 |4% | |Very good |96 |96% | [pic] 96% said that there overall opinion about maruti was that it is ver good while 4% said that it is good. How likely would you recommend maruti? 90% people said they would very likely recommend maruti to other people and 10% said they would likely recommend maruti to others. CONCLUSION On an average more than 73% people feel that the prices are affordable whereas 12% do not agree, 74% believe that attractive discounts are offered whereas 26% are not satisfied with the discounts offered. 0% said that the test drives are not offered and 15% said that post sales follow ups are not done regularly whereas 85% said that they were done regularly but people feel that it is the people’s car as it is satisfactory on all other parameters: knowledgeable sales persons , employees spent enough time before and during sales, display of merchandise is attractive, availability of product, variety of merchandize, vehicle in good condition, prices are affordable, attractive discounts are offered, decor of the waiting area is pleasing, responds to complaints quickly, service at Maruti service station is excellent, careful with personal information and is value for money . The overall opinion about Maruti is very good. SUGGESTIONS ? More test drives should be offered. Should be more particular about Post Sales Follow Up as it shows the concern of the company with the customer. ? Should put in more efforts to promote Maruti Finance , Autocard and Accessories. BIBLIOGRAPHY: www. google. com www. marutiudyog. com Automobile Magazines Marketing Management by Philip Kotler Questionnaire Being an esteem customer of Maruti Udyog Limited you are requested to take out a few minutes and fill the following questionnaire. Q. 1) How long have you been associated with Maruti? Q. 2. )How would you rate Maruti on the following parameter | |Strongly |Disagree |Neither Agree |Agree |Strongly agree | | disagree | |Nor Disagree | | | |Knowledgeable sales person | | | | | | |Employees spent enough time with you: before | | | | | | |sales | | | | | | |During sales | | | | | | |After sales | | | | | | | | | | | | | | | | | | | | | | | | | | | |Display of merchandise is attractive | | | | | | |Availability of the product | | | | | | |Variety/selection of merchandise | | | | | | |Vehicle in good condition | | | | | | |Prices are affordable | | | | | | |Attractive discounts offered | | | | | | |Decor of the waiting area is pleasing | | | | | | |Offered a test drive | | | | | | |Post sales follow ups are done regularly | | | | | | |Responds to complaints quickly | | | | | | |Service at Maruti service station is excellent | | | | | | |Careful with personal information | | | | | | |All the commitments are fulfilled | | | | | | |Value for money | | | | | | Q. 3)Are you aware of the following facilities provided by maruti |Yes |No | |Maruti insurance | | | |Extended warranty | | | |True value | | | |Maruti finance | | | |Autocard | | | |Genuine accessories | | | Q. 4) What is your overall opinion about Maruti? 1) Very Bad 2) Bad 3) Neither Bad Nor Good 4) Good 5) Very Good Q. 5) How likely would you recommend Maruti? Very Very Unlikely Likely 1 2 3 4 5 Date Sign …………………….. Thank You for your prestigious time.

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