CHAPTER 1

INTRODUCTION ABOUT CAR

1.1 BIRTH OF THE CAR.

1.2 ADVEVNT OF THE CAR IN INDIA.
1.3 EVENT&MILESTONE OF THE CAR
1.1 BIRTH OF THE CAR :
The birth of the car as we know it today occurred over a period of
years. It was only in 1885 that the first
real car rolled down on to the streets.
The earlier attempts, though successful,
were steam powered road-vehicles.

The first self-propelled car was

built by Nicolas Cugnot in 1769 which could attain speeds of upto 6
kms/hour. In 1771 he again designed another steam-driven engine which ran
so fast that it rammed into a wall, recording the world’s first accident.

In 1807 Francois Isaac de Rivaz designed the first internal combustion

engine. This was subsequently used by him to develop the world’s first
vehicle to run on such an engine, one that used a mixture of hydrogen and
oxygen to generate energy.

This spawned the birth of a number of designs based on the internal

combustion engine in the early nineteenth century with little or no degree of
commercial success. In 1860 thereafter, Jean Joseph Etienne Lenoir built the
first successful two-stroke gas driven engine. In 1862 he again built an
experimental vehicle driven by his gas-engine, which ran at a speed of 3
kms/hour. These cars became popular and by 1865 could be frequently
espied on the roads.

The next major leap forward occurred in 1885 when the four stroke
engine was devised. Gottileb Damlier and Nicolas Otto worked together on
the mission till they fell apart. Daimler created his own engines which he
used both for cars and for the first four wheel horseless carriage. In the
meanwhile, unknown to them, Karl Benz, was in the process of creating his
own advanced tri-cycle which proved to be the first true car. This car first
saw the light of the day in 1886.

The season of experiments continued across the seas in the United

States where Henry Ford began work on a horseless carriage in 1890. He
went several steps forward and in 1896, completed his first car, the
Quadricycle in 1896. This was an automobile powered by a two cylinder
gasoline engine. The Ford Motor Company was launched in 1903 and in
1908 he catapulted his vehicle, Model T Ford to the pinnacle of fame.
Continuing with his innovations, he produced this model on a moving
assembly line, thus introducing the modern mass production techniques of
the automobile industry.

The modern car, therefore comes from a long list of venerated

ancestors, and its lineage will, hopefully

1.2 ADVENT OF CARS IN INDIA :

From the singsong rhythm of the bullock cart
to the jet-age, India has traveled a long way. An
average Indian’s dream car may not be the design-
savvy Honda or the stately limousine, but he sure can
dream, and afford, the Maruti now.

It was in 1898 that the first motorcar rode down

India’s roads. From then till the First World War, about 4,000 cars were
directly imported to India from foreign manufacturers. The growing demand
for these cars established the inherent requirements of the Indian market that
these merchants were quick to pounce upon.

The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier
Autobackmobile (PAL) was established to manufacture automobiles in
India. However, it was PAL who produced the first car in India in 1946, as
HM concentrated on auto components and could produce their first car only
in 1949.

It was left to another company, Mahindra and Mahindra (M&M) to

manufacture sturdier utility vehicles, namely the American Jeep.

In the 50s, the Government of India granted approval to only 7 car

dealers to operate in India - HM, API, ALL, SMPIL, PAL, M&M and Telco.
he protectionist policies continued to remain in place. The 60s witnessed the
establishment of the two-three wheeler industry in India and in the 70s,
things remained much the same.

Since the 80s, the Indian car Industry has seen a major resurgence
with the opening up of Indian shores to foreign manufacturers and
collaborators.

The 90s have become the melting point for the car industry in India.
The consumer is king. He is being constantly wooed by both the Indian and
foreign manufacturers. Though sales had taken a dip in the first few months
of 1999, it is back to boom time. New models like Maruti’s Classic, Alto,
Station Wagon, Ford’s Ikon, the new look Mitsubishi Lancer are all being
launched with an eye on the emerging market.

In these last years of the millennium, suffice it is to say that Indian

cars will only grow from strength to strength.

1.3 Events and Milestones :

A behind- the- scenes look into the making of one of India's most
vibrant industries. The landmarks along the
way...

1928- The first imported car was seen on Indian

roads

1942- Hindustan Motors incorporated

1944- Premier automobiles started

1948- First car manufactured in India

1953- The Government of India decreed that only those firms which have a
manufacturing program should be allowed to operate

1955- Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M and
TELCO received approval.

1960 - 1970 - The two, three wheeler industry established a foothold in the
Indian scenario.

1970 - 1980 - Not much change was witnessed during this period. The major
factors affecting the industry were the implementation of the MRTP
Act( Monopolies and Trade Restrictive Practices Act), FERA (Foreign
Exchange Regulation Act) and the Oil Shock of 1973 and 1979.

1980 - 1990 - The first phase of liberalization was announced by the Govt.
-With the liberalization of the Government's protectionist policies, the
advantages hitherto enjoyed by the Indian car manufacturers like monopoly,
oligopoly, slowly began to disappear.

This period is also marked by the entry of a large number of firms in

the market. 4 Japanese manufacturers entered the Commercial Vehicle and
Two- Wheeler market.

The Government agreed to the demand for allowing foreign

collaboration in the automobile sector

The industry witnessed a resurgence due to major policy changes like

relaxation in MRTP and FERA, delicensing of some ancillary products,
broad banding of the products and modification in the licensing policy. Also,
the concessions it gave to the private sector and the new foreign
collaboration policy, all resulted in higher growth and better performance of
the industry than in the earlier decades.

The Government of India tied up with Suzuki Inc. of Japan which

produced India's most successful car- the Maruti.

1991 - Under the Govt.'s new National Industrial Policy, the license raj was
dispensed with, and the automobile industries were allowed to expand
freely.
1993 - With the winds of liberalization sweeping the Indian car market,
many multinationals like Daewoo, Peugeot, general Motors, Mercedes-Benz
and Fiat came into the Indian car market.

1997 - The National Highway Policy was announced which will hopefully
have a positive impact on the automobile industry. The Government also
laid down the emission standards to be met by car manufacturers in India in
the coming millennium. There were two successively stringent emission
levels to be met by April 2000 and April 2005, respectively. These norms
were benchmarked on the basis of those already adopted in Europe, hence
the names Euro I (equivalent to India 2000) and the Indian equivalent of
Euro II.

1999 - The Hon’ble Supreme Court passed an order directing all car
manufacturers to comply with Euro I emission norms (India 2000 norms) by
the 1st of May, 1999 in National Capital Region(NCR) of Delhi. The
deadline was later extended to 1st June, 1999.
 CHAPTER 2

INTRODUCTION OF AUTOMOBILE
INDUSTRIES

2.1 HISTORY OF THE AUTOMOBILE INDUSTRY

2.2 MAJOR PLAYER IN AUTOMOBILE INDUSTRY
2.3 ASSOCIATION
2.1 HISTORY OF THE AUTOMOBILE INDUSTRY :
The Indian automobile component industry has finally begun to
emerge on its own. It has begun to take major steps towards making world
class Quality Systems by imbibing the ISO 9000/QS 9000 Quality Systems.
Exports have been to the tune of 10% of output in the last decade.

Exports grew from US$296 in 1995-96 to US$311 in 1996-97. The

principal export items included tractor parts, motorcycle parts, piston rings,
fuel injection parts, radiators, headlamps, auto bulbs etc.

However, this section has been long neglected and does not get the
due it deserves. We end these lacunae by putting up a whole segment on this
important industry. read on about details on the major auto parts, their
dealers, the places they are manufactured...
2.2 MAJOR PLAYERS IN AUTOMOBILE INDUSTRY :

Bajaj Auto Daewoo Motors Eicher Motors Ford

General Hindustan
Hero Honda Hero Motors
Motors Motors
Kinetic
Hyundai Ind Auto Ltd. LML
Engineering
Maruti Udyog
Mahindra Royal Enfield Telco
Ltd.
Swaraj Mazda
TVS Suzuki Volvo DC Designs
Ltd.

These are the companies that bring to us our dream machines. This is
where it all starts from; the bourgeoisie Maruti 800, the upmarket Astra, the
stately Mercedes, the 'Indian' Indica, the racy Hero Honda, the Tata truck
and the rest.

Wend your way through the automobile companies, their history and
product lines. Find out hitherto unknown facts about the vehicles you use.
Did you know that the Hindustan Motors was the first vehicle manufacturing
company to be set up in India? And it is the same Hindustan Motors which
manufactures both the sturdy Ambassador and the elegant Lancer, in
association with Mitsubishi of course.
 We present information on all the manufacturers that are part of the
Indian automobile industry. Make this your one stop auto info bank.

2.3 ASSOCIATIONS :

• Society of Indian Automobile Manufacturers (SIAM)

• The Society of Indian Automobile Manufacturers (SIAM) is the apex

national association representing the Auto Industry...

• The Automotive Component Manufacturers Association of

India(ACMA)

• The Automotive Component Manufacturers Association of India

(ACMA), with a membership of over 365 companies, has been the
Indian auto component industry's spokesman for the last 38 years.

• The Western India Automobile Association (WIAA)

• The Western India Automobile Association (WIAA) was founded on

October 15th 1919 and today is the largest and the oldest motoring
body with over forty-eight thousand members and a network of 7
branches in 4 states of Western India.

• Federation of Automobile Dealers Associations (FADA)

• This is the first Indian Association formed by the dealer community in

January 1964 and signified the urge of India's automobile dealer
community to have their own identity and a national organization of
their own.
• Association of International Automobile Manufacturers, Inc
(AIAM)
• Members of the Association of International Automobile
Manufacturers, Inc. (AIAM) distribute world-class passenger cars,
multipurpose passenger vehicles, and light trucks in the United States.
 CHAPTER 3

INTRODUCTION OF MARUTI SUZUKI

COMPANY

3.1 HISTORY OF MARUTI SUZUKI COMPANY

3.2 TRANSFER OF TECHNOLOGY OF THE MARUTI SUZUKI COMPANY
3.3 ETHOS OF THE MARUTI SUZUKI COMPANY
3.4 VISION OF THE MARUTI SUZUKI COMPANY
3.5 REGISTERED AND CORPORATE OFFICE
3.1 HISTORY OF MARUTI SUZUKI COMPANY :
Maruti Udyog Limited (MUL) 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.

Suzuki Motor Company was chosen from seven prospective partners

worldwide. This was due not only to their undisputed leadership in small
cars but also to their commitment to actively bring to MUL contemporary
technology and Japanese management practices (which had catapulted Japan
over USA to the status of the top auto manufacturing country in the world).

A license and a Joint Venture agreement were signed between Govt of

India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan)
in Oct1982.

The objectives of MUL then were:

• Modernization of the Indian Automobile Industry.
• Production of fuel-efficient vehicles to conserve scarce resources.
• Production of large number of motor vehicles which was necessary
for economic growth
• Maruti created history by going into production in a record 13 months.
• On 14 December 1983, the then Prime Minister of India, Mrs
Indira Gandhi, released the first vehicle for sale by handing over the
keys of a Maruti 800 to Mr.Harpal Singh of Delhi.
• Volume targets were routinely exceeded, and in March 1994, we
became the first Indian company to produce over one million vehicles,
 a landmark yet to be achieved by any other car company in India.
Maruti is the highest volume car manufacturer in Asia, outside Japan
and Korea, having produced over 4 million vehicles by April 2003.

Maruti (subsidiary of Suzuki), has made profits every year since

inception except 2000-01. In 2001-02, we made a profit (before tax) of Rs
1183 million. In 2002-03, the profit (before tax) rose to Rs 2821 million,
recording a growth of 138.4%over the previous year.

Maruti revolutionized the way Indians looked at cars. "No other car
company so completely dominates its home market" - (The Economist).
MUL is the first and only car company in the world to lead its home market
in terms of both market share and in the JD Power Customer Satisfaction
study (JD Power Asia Pacific 2000 India Customer Satisfaction studies). It is
also the only car company in the world to be Top ranked four times in a row
(2000, 2001, 2002 & 2003).

Maruti-Suzuki Autocross 2004

In it's 5th year, Maruti-Suzuki Autocross 2004 was organized at Noida
from 6th - 8th Feb, 2004. 135 rally enthusiasts participated in the event
including 3 women drivers. The Maruti Suzuki Autocross 2004 may have
thrown up its usual share of winners, but none of the 135 participants lost
out on the sheer excitement.

The 1.5 km twin dust tracks comprised of a bridge as a unique feature.

With two cars racing simultaneously, it was sheer excitement to watch one
car going over the bridge & the other under it. The track was designed in
such a way that while racing, cars change tracks automatically & in the next
lap the car which had gone over the bridge goes under it & vice versa. The
race was based on best timing in the qualifying & pre-quarterfinals &
elimination procedure in quarterfinals, semi-finals &finals.

Six of the Maruti's models were in the fray -- Baleno, Esteem, Gypsy,
Alto, Zen and Maruti 800. Maruti Zen witnessed max. no. of entries
followed by Esteem & Baleno.

Professionals included 6 times National champion & Formula 3

winner N. Leelakrishnan from Coimbatore, 2003 National Champion
Vikram Mathias from Ooty, Sunny Sidhu - defending champion Maruti
Suzuki Autocross 2003 & winner Maruti-Suzuki Raid-de-Himalaya 2003;
Sandeep Sharma, winner Maruti Suzuki Autocross 2002, Anil Wadia,
winner Rally Desertstorm 2003 proved to be the scene stealers in the
contest. Equally noteworthy is the fact that all models from the Maruti stable
negotiated the bends and the hurdles without much ado.

Another first this year was the 'Race of Champions' where winners of
each category raced on similar stock cars (without any modification).

Maruti-Suzuki Autocross is a close circuit racing on an artificially

created track full of dips, bumps & hairpin bends to test the driving skills of
participants. It also provides a platform for new players to emerge in
Motorsports arena.
3.2 TRANSFER OF TECHNOLOGY OF THE MARUTI SUZUKI COMPANY :
Every minute two vehicles roll out of the Maruti Plant. It is therefore
imperative that the transfer of contemporary technology from our partner
Suzuki is a smooth process.

Great stress is laid on training and motivating the people who man and
maintain the equipment, since the best equipment alone cannot guarantee
high quality and productivity.

From the beginning it was a conscious decision to send people to

Suzuki Motor Corporation for on-the-job training for line technicians,
supervisors and engineers. This helps them to imbibe the culture in a way
that merely transferring technology through documents can never replicate.
At present 20% of our workforce have been trained under this programme

3.3 ETHOS OF THE MARUTI SUZUKI COMPANY :

Our employees are our greatest strength and asset. It is this underlying
philosophy that has moulded our workforce into a team with common goals
and objectives. Our Employee-Management relationship is therefore
characterised by:
 Participative Management.
 Team work & Kaizen.
 Communication and information sharing.
 Open office culture for easy accessibility
 To implement this philosophy, we have taken several measures like a flat
organisational structure. There are only three levels of responsibilities
ranging from the Board Of Directors, Division Heads to Department Heads.
Other visible features of this philosophy are an open office, common
uniforms (at all levels), and a common canteen for all.

This structure ensures better communication and speedy decision making

processes. It also creates an environment that builds trust, transparency and a
sense of belonging amongst employees

3.4 VISION OF THE MARUTI SUZUKI COMPANY

The Leader in
The Indian AutomobileIndustry,
Creating Customer Delightand Shareholder's Wealth;
A pride of India.
Our Core values:
 Customer Obsession
 Fast, Flexible and First Mover
 Innovation and Creativity
 Networking and Partnership
 Openness and Learning
3.5 Registered and Corporate office
11th Floor, Jeevan Prakash, 25,
Kasturba Gandhi Marg, New Delhi - 110001,
India 91-11-23316831 (10 lines)
Fax: 91-11-23318754, 91-11-23713575Telex: 031-65029 MUL IN
Works
Palam Gurgaon Road, Gurgaon -122015,
Haryana, India 91-124-2340341-5, 91-124-2341341-5,
Voice Mail  91-124-2346721
Engineering  91-124-2399004, 91-124-2340367
Fax: 91- 124-2341304 (ENGG), 91-124-2341404 (SUPPLY CHAIN), 91-
124-2342617 (PRODN), 91-124-2341411 (P&P), 91-124-2340078 (S&D),
91-124-2341408 (SPARES), 91-124-2341402 (PROJECTS),91-124-
2340338 (FINANCE)
Maruti Customer Information Center
1600 11 1515 (Toll Free) -- accessible to MTNL and BSNL subscribers
only (0)98118-01515 -- accessible to mobile phone users and subscribers
of Touchtel, WLL, Tata etc. Please note that the calls to this mobile
number will not be Toll-Free
Service presently available in Delhi, Gurgaon, Mumbai, Chennai,
Bangalore and Hyderabad
Regional offices

East
For the States: Eastern Madhya Pradesh, Orissa, West Bengal, Bihar,
Andaman & Nicobar
L & T CHAMBERS
4th FLOOR,16,CAMAC STREETKOLKATA-700 016 91-33-
22835252/53/54/60/62/63
Fax: 91-33-22835261 Telex: 021-8045

North East
For the States: All North East States403,
Orian Towers,Christian Basti, G.S. Road,
Guwahati (Assam) 91-0361-2344140, 2340850, 2340605 (all telefax)
North 1
For the States: Delhi, Rajasthan, Uttar Pradesh (NCR) and parts of Western
UP, parts of Haryana
New Delhi:6th Floor,
Hansalaya Building, 15 Barakhamba Road,
New Delhi - 110001 91-11-23325329/5625/5342/5369, 23736612
Fax: 91-11-23325375 Telex: 031-65528
North 2
For the States: Haryana, Chandigarh, H.P., J&K, Punjab, Chandigarh
Sector 8-C, SCO 39-40
Madhya MargChandigarh - 160018 91-172-780057,781352
Fax: 91-172-548234Telex: 0395-545
Central
For the States: Central and Eastern Uttar Pradesh, North and West Madhya
Pradesh
Ground Floor, Block B-1,
Pickup Building, Vibhuti Khand, Gomtinagar
Lucknow - 226 010. 91-0522-2720931/32/33/34 (all telefax)
South 1
For the States: Tamil Nadu, Kerala and Pondicherry
7th Floor, Capital Towers,180,
Kodambakkam High Road,
Nungambakam,Chennai - 600034 91-44-28233050-53,
Fax: 91-44-8112059
South 2
For the States: Andhra Pradesh, Karnataka
204, 2nd Floor, "Embassy Classic" Vittal Mallya Road
Bangalore - 560 001 91-80- 2127384, 2127385, 51120017, 51120018 &
51120018
Fax: 91-80-2996647
Area Office: Andhra Pradesh
603/2 , 6th FloorWhite House (Block -1)6-3-1192/1/1,
Kundan BaghBegumpet,
Hyderabad - 500 016 91-40- 55250102, 55250203
West-1
For the States: Maharashtra, Goa, Daman & Diu
602, Madhava Building, Bandra-Kurla Complex,Bandra(E),
Mumbai - 400051 91-22-Tel: 91-22-26590165/0286/0290/0291
Fax: 91-22- 26590285Telex: 011-73522

West 2
For the State: Gujarat
505, Satkar Complex, Behind Swagat Building, Off
C G Road, Navrangpura,
Ahmedabad - 380 009.  91-79-26408416, 91-79-26408472,91-79-
26408478
Fax: 91-79-26408471
 CHAPTER 4

THEORETICAL BACKGROUND

4.1 CUSTOMER SATISFACTION THEORY

4.1 CUSTOMER SATISFACTION THEORY :
Whether the buyer is satisfied after purchase depends on the offer’s
performance in relation to the buyer’s expectations.

Satisfaction is a person’s fallings of pleasure or disappointment

resulting from comparing a product’s perceived performance 9or outcome)
in relation to his or her expectations.

As this definition makes clear, satisfaction is a function of perceived

performance and expectation. If the performance falls short of expectations,
the customers, the customer is dissatisfied. If the performance matches the
expectations, the customers are satisfied. If the performance exceeds
expectations, the customers are highly satisfied or delighted.

Many companies are aiming for high satisfaction because customers

who are just satisfied still find it easy to switch when a better comes along.
Those who are highly satisfied are much less ready to switch. High
satisfaction or delight creates an emotional bond with the brand, not just a
rational performance. The result is high customer loyalty. Xerox’s senior
management believes that a very satisfied or delighted customer is worth 10
times as much to the company as a satisfied customer. A very customer is
likely to stay with Xerox many more years and buy more than a satisfied
customer will.

There are five major factors, which affected satisfaction of the car
namely: -
1. Problems Experienced:
Contributing to 35% of the CSI score, this factor measures the quality
of the car in terms of the number of repair problems that cropped up and
how often it was returned for re-service.

2. Service Advisor:
Which related to ability of the services advisor to ability of the service
advisor to understand the problem and his promptness in attending to the
customer, contributing to 28% of the CSI Score.

3. Service Performance:
Measures the quality of the service performed as well as the dealer’s
ability to fix a problem on the first visit. It has a weightage of 26% in the
CSI score and also considers how easily spare parts are available when
required.

4. Service Timing:
Affecting the score by just 6%, this time taken for a service or repair
job was responsible and if the vehicle was ready at the time promised.

5. Facility Appearance: -
Deals with the appearance of the customer lounge at the dealership
and the look and cleanliness of the service area. This factors has the least
impact CSI score at Just 5%
 CHAPTER 5

INTRODUCTION OF THE PROBLEM

5.1 PROBLEM INDENTIFICATION

5.2 OBJECTIVE OF THE STUDY
5.3 SCOPE OF THE STUDY
5.4 LIMITATION OF THE STUDY
5.1 PROBLEM IDENTIFICATION.
I have conducted the research study at Dhru Motors. It is authorized
dealer of Maruti Suzuki Company,

Now, Dhru Motors wants to know the customer satisfaction level of

the Maruti’s four-wheeler with respect of the customer performance and
expectation and to know the improvement under taken by close competition
of Maruti’s four wheeler

PROBLEM DEFINATION
To measure the satisfaction level of Maruti’s four-wheeler after sales,
service provided by dhru motors with special concentration in Surat city
within two-month special research study.
5.2 OBJECTIVE OF THE STUDY :
 To find out customer performance and expectation.
 To know customer bahavior, habit.attudes toward Maruti’s four
wheeler
 To understand the position of the competitors
 To determine customer satisfaction level of Maruti’s four
wheeler
 To know the reason why customer buy Maruti’s four wheeler
 To know the purchasing criteria of customers
5.3 SCOPE OF THE STUDY.:
In today, we have to make each and every step with full care because
competition hit the market at anytime.
So for future growth and surviving in competition. this study is useful
to know satisfaction level if the customer of Maruti’s four wheeler and its
competitors. The customer of Maruti’s four wheeler can also know the
satisfaction level and its competitors.
 Customer satisfaction level can be known from this study
and find out barriers.
 Market potentiality can also be judge from this study
 Company can improve the market share through
satisfaction of customer.
5.4 LIMITATION OF THE STUDY.:
A good report describes and explains the results derived at through the
study. As a result, whatever limitation occurs in the study, also creep into the
report and become the limitations of the report. In Short, it can be said that a
study is as accurate as the limitations of its study. Every project has its own
limitations and so did mine. I have listed a few of the limitation of my
studies below:

1. The survey was limited only to the physical boundaries of the city of
Surat and there by limited in the population studied.
2. The time period of the survey being only two months, it was not
possible to conduct a highly in-depth and detailed study, which in turn
might affect the findings.
3. Different people have different thought process and different attitudes.
As a result, their manner of answering the questions of the study
differs. Therefore, the answers received were sometimes good while
sometimes they were negative.
4. Due to unavoidable circumstances, the study had to be stopped mid-
way for some time.
 CHAPTER 6

RESEARCH METHODOLOGY

6.1 THEORY OF RESEARCH METHODOLOGY

6.2 RESEARCH DESIGN
6.3 METHOD Of DATA COLLECTION
6.4 SAMPLING PLAN
6.1 THEORY OF RESEARCH METHODOLOGY:
This is chapter explain various methods & techniques used in this
research study with their suitability. This part of the research report is very
much important because it explain the methods; concept&procedures
followed by the researcher study the problem. It is helping to the reader to
understand whole the easily.
As marketing research does not address itself to basic or fundamental
question. It does not quality as basic research on the country, It tackles
problem, which seem to have immediate commercial potential. In view of
this major consideration. Marketing research should be regarded as applied
research. We may also say that marketing research is of both types-problem
solving and problem oriented.
Marketing research is a systematic and objective study of problem
pertaining to the marketing of goods and service.It may be emphasized that
is it not restricted to any particular area of marketing but is applicable to all
its phases and aspects
The American Marketing Association (AMA) has defined Marketing
research follows Marketing research is the function which the consumer,
Identify and define marketing opportunities &problems; generate, refine and
Evaluate marketing actions; monitor marketing performance; and improve
Understanding of a market as a process.
Marketing Research specified the information required to Address
these issues; designs the method for collecting information. Managers and
Implements the data collection process; analyses the results; the
Communications the findings and their implications.
6.2 RESEARCH DESIGN:
“A research design in the specification of methods and procedures for
acquiring the needed information it is the over all operational pattern of
frame work of the project that stipulates what information is to be collected
from which sources by what procedures”
To achieve objectives of my project study I have selected the
exploratory research & also the causal research.

6.3 METHOD Of DATA COLLECTION :

There are two types of data
 Primary data: -
“Primary data is the data which is collected by the research at first hand.”

Sources
To collect primary data the questionnaire system is uses through
market survey.Structured non disgusisd questionnaire is applied in which
question question are listing in prearranged on paper and where the object of
inquiry is revealed to the respondent I have contected the customer and
interviwed them by personally & by telephones.The analysis of the collected
data through questionnaire is given in the later part of the project.
 Secondary data
“Secondary data whether internal or external is the data already
collected by others for propose other then solution of the problem at hand”
Secondary sources are
  Internal sources:
Internal guide
(Prof Vasudev Modi)
Sales executive of the Dhru Motors
 External sources
Various marketing books
www.maruti udhyog.com
 PRE-TESTING
A pre- testing is small-scale replica of the main study. it dresses a
rehearsal and provides guidance on the following matter.
1. The adequacy of the sampling frame to be followed for the survey.
2. It helps the researcher in selecting the data collection method.
3. It gives prior knowledge about the population to be sampled.
4. The pre0testing helps the researcher in checking the validity of the
questionnaire and in redesigning of the same.
5. It also provides training to the researcher for interviewing.

6.4 SAMPLING PLAN :

A number of decision & task are include in sampling and it is the
procedure required right from defining a population selection of sample
element.
Define the population: -
The population id defined in terms of Element, Sampling units, Extent ,Time
• Element: -Owner of Maruti four wheeler
• Sampling unit: -Businessman,Professional,salaried,student.
• Extent: -Surat city
• Time: -15th January to 15th March,2004
  Sampling Frame
I have taken whole Surat city as sample frame for conducting
research.
Sampling Method
I have used proportionate random sampling to select the respondent
from the entire population
I have conducted a pilot survey by interviewing 20 respondents.
Select randomly, it is helpful in finalization of the questionnaire and
also in knowing standard error or core element. How this survey has became
useful to me in deciding the sample size
Sample size decision
As the study is related to satisfaction level with reference to surat city.I have
taken the formula as follow:
Where:
p=probability of success
q= probability of failure
z= confidence level
e=Tolerable error
To decide the value of above-mentioned variable. I have analysis the pilot
survey and result emerged is as
No of
Result Percentage
respondent
Satisfy 15 75%
Dissatisfy 5 25%
Total 20 100%
100% confidence level is not possible because of large size of population. So
I have taken 95% confidence to overcome this limit maintain accuracy.
I have decided to accept 5% error in my sample from the true population
mean, as it is also tolerable by the company. I get the following sample size
through the equation

Sample Size N=p*q (z/e) 2

= (0.75)*(0.20)*(1.96/0.05) 2
= 0.75*0.25(39.2)2
= 288.12
≈ 300
 CHAPTER 7

DATA ANALYSIS & INTERPRETATION

7.1 OVERALL SATISFACTION LEVEL OF MARUTI-800

7.2 OVERALL SATISFACTION LEVEL OF ALTO
7.3 OVERALL SATISFACTION LEVEL OF ZEN
7.4 OVERALL SATISFACTION LEVEL OF WAGON-R
7.5 OVERALL SATISFACTION LEVEL OF OMNI
7.6 OVERALL SATISFACTION LEVEL OF ESTEEM
7.7 SATSFACTION LEVEL ACCORDING TO OCCUPATION
7.8 SATSFACTION LEVEL OF M-800 V/S FEATURES
7.9 SATSFACTION LEVEL OF ZEN V/S FEATURES
7.10 SATSFACTION LEVEL OF ALTO V/S FEATURES
7.11 SATSFACTION LEVEL OF WAGON R V/S FEATURES
7.12 SATSFACTION LEVEL OF OMNI V/S FEATURES
7.13 SATSFACTION LEVEL OF ESTEEM V/S FEATURES
 7.1 OVERALL SATISFACTION LEVEL OF MARUTI800 :
The total numbers of the respondents are 75 in the collection of the
data so according to that the data is classified are as below in the table:

During sales During Delivery of Level of satisfaction

Discussion car of product
Question
No of No of No of
In (%) In (%) In (%)
Respondents Respondents Respondents
Excellent 53 70% 55 73% 56 75%
Good 15 20% 12 16% 12 16%
Average 07 10% 05 07% 07 09%
Poor 00 00% 03 04% 00 00%
TOTAL 75 100% 75 100% 75 100%

Overall Satisfaction of M-800

During sales
80%
Percentage of

discussion
Rsapondent

60%
During dalivery
40% of the car
20%
Level of
0%
satsfaction in
Excellent Good Average Poor product
Satisfaction Level

Comment :
Above graph shows that the customer are highly satisfy because of the
maintenance of the car is low compared to other car. some percentage of car
owner is average satisfy because of the ride. handling and braking” of the
car.
 7.2 OVERALL SATISFACTION LEVEL OF ALTO :
The total number of the respondent is 50 in the collection of the data
so according to that the data is classified are as below in the table:

During sales During Delivery of Level of satisfaction

Discussion car of product
Question
No of No of No of
In (%) In (%) In (%)
Respondents Respondents Respondents
Excellent 38 76% 40 80% 35 70%
Good 08 16% 05 10% 10 20%
Average 04 08% 05 10% 03 06%
Poor 00 00% 00 00% 02 04%
TOTAL 50 100% 50 100% 50 100%

Overall Satisfaction of Alto

Percentage of Respondent

80%
During sales discussion
60%
during dalivery of the car
40% level of satsfaction in
product
20%

0%
Excellent good average poor
Satisfaction level

Comment :
Above graph shows that the customer of the alto are average satisfy because
of the fewest problem on ‘ feathers and control” of the in this car
 7.3 OVERALL SATISFACTION LEVEL OF ZEN :
The total number of the respondent is 50 in the collection of the data
so according to that the data is classified are as below in the table:

During sales During Delivery of Level of satisfaction

Discussion car of product
Question
No of No of No of
In (%) In (%) In (%)
Respondents Respondents Respondents
Excellent 40 80% 45 90% 38 76%
Good 08 16% 04 08% 08 16%
Average 02 04% 01 02% 03 06%
Poor 00 00% 00 00% 01 02%
TOTAL 50 100% 50 100% 50 100%

Overall Satisfaction of zen

100% During sales

Percentage of

discussion
Rsapondent

80%
60% During dalivery
40% of the car

20% Level of
0% satsfaction in
product
Excellent Good Average Poor
Satisfaction Level

Comment :
Above graph shows that the customer are highly satisfy because the three
categories namely “vehicle interior”,”trasmission” and “engine”
 7.4 OVERALL SATISFACTION LEVEL OF WAGON-R :
The total number of the respondent is 60 in the collection of the data
so according to that the data is classified are as below in the table:

During sales During Delivery of Level of satisfaction

Discussion car of product
Question
No of No of No of
In (%) In (%) In (%)
Respondents Respondents Respondents
Excellent 40 67% 45 75% 55 92%
Good 15 25% 10 17% 03 05%
Average 05 08% 05 08% 02 03%
Poor 00 00% 00 00% 00 00%
TOTAL 60 100% 60 100% 60 100%

Overall Satisfaction of Wagon R

During sales
100%
discussion
Percentage of
Respondent

80%
60% During dalivery
40% of the car
20%
0% Level of
Excellent Good Average Poor satsfaction in
Satisfaction Level product

Comment :
Above graph shows that the customer of wagon r are highly satisfy because
of true testament to the culture of continuous improvement which Suzuki
has put in at Maruti. It has performed particularly well are “vehicle
exterior”, followed by “engine”
 7.5 OVERALL SATISFACTION LEVEL OF OMNI :
The total number of the respondent is 50 in the collection of the data
so according to that the data is classified are as below in the table:

During sales During Delivery of Level of satisfaction

Discussion car of product
Question
No of No of No of
In (%) In (%) In (%)
Respondents Respondents Respondents
Excellent 35 70% 40 80% 30 60%
Good 10 20% 08 16% 10 20%
Average 05 10% 02 04% 03 06%
Poor 00 00% 00 00% 07 14%
TOTAL 50 100% 50 100% 50 100%

Comment :
Overall Satisfaction of omni
During sales
100%
discussion
Percentage of
Rsapondent

80%
60%
During dalivery
of the car
40%
20%
Level of
0%
satsfaction in
Exce lle nt Good Ave rage Poor
product
Satisfaction Le ve l

Above graph shows that the omni car customer are average satisfy Because
of the problems in “ride,handlingand seats. of this vehicles
 7.6 OVERALL SATISFACTION LEVEL OF ESTEEM :
The total number of the respondent is 15 in the collection of the data
so according to that the data is classified are as below in the table:
During sales Level of satisfaction
During Delivery of car
Discussion of product
Question
No of No of No of
In (%) In (%) In (%)
Respondents Respondents Respondents
Excellent 10 67% 12 80% 11 74%
Good 03 20% 02 13% 02 13%
Average 02 13% 01 07% 02 13%
Poor 00 00% 00 00% 00 00%
TOTAL 15 100% 15 100% 15 100%

Overall Satisfaction of Esteem

During sales
100% discussion
Percentage of
Rsapondent

80%
60% During dalivery
of the car
40%
20% Level of
0% satsfaction in
Excellent Good Average Poor product

Satisfaction Level

Comment :
Above graph shoes that the owner of esteem are highly satisfy because.
Owners reported the greast improvement on two categories, namely
“Features and control” and “engine”. The esteem also achieved segment best
score and achieves overall leadership of the “Entry Midsize” segment
7.7 SATSFACTION LEVEL ACCORDING TO OCCUPATION:

No. Respondent
Occupation In percentage
Which is satisfy
Businessman 180 60%
Professional 45 15%
salaried 60 20%
Student 15 5%
Total 300 100%

Satisfaction according to occupationwise

80%
Percentage

60%
40% percentage
20%
0%
Business professional Salaried student
occupation

Comment: -
Above graph shows that the business is highly satisfy in the Maruti’s four
vehicle Because of the maintenance of the car is very low compare to other
and the service of the company is excellent after sales

7.8 SATSFACTION LEVEL OF M-800 V/S FEATURES:

The total numbers of the respondents are 75 in the collection of the
data so according to that the data is classified are as below in the table.
 MPFI
FEATURES MILEAGE PICK UP OUTLOOK RIDING
ENGINE
60 64 56 53 64
EXECLLANT
(80%) (85%) (75%) (70%) 85%)
7 7 12( 12 7
GOOD
(10%) (10%) 15%) (18%) (10%)
6 4 6 7( 3
AVERAGE
(8%) (3%) (8%) 10%) (4%)
2 0 1 3( 1
POOR
(2%) (0%) (2%) 4%) (1%)
75 75 75 75 75
Total
(100%) (100%) (100%) (100%) (100%)

Percentage wise satsfaction level of M-800 v /s features

100%
Percentage

80% EXECLLANT
60% GOOD
40% AVERAGE
20% POOR
0%
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment: The M-800 owner reported the maximum number of person with
the ride; handling and bracing perform which leads to the decline the owner
satisfaction.
7.9 SATSFACTION LEVEL OF ZEN V/S FEATURES :
The total number of the respondent is 50 in the collection of the data
so according to that the data is classified are as below in the table:
FEATURE MPFI
MILEAGE PICK UP OUTLOOK RIDING
ENGINE
EXECLLANT 38 43 43 45 47
(In%) (75%) (85%) (88%) (90%) (95%)
 GOOD 7 5 4 4 4
(In%) (15%) (10%) (7%) (8%) (7%)
AVERAGE 10 2 2 1 1
(In%) (5%) (5%) (3%) (2%) (2%)_
POO(In%)R 0 0 1 0 0
(0) (0%) (2%) (0%) (0%)
50 50 50 50 50
Total
(100%) (100%) (100%) (100%) (100%)

Percentage wise satsfaction level of Zen v /s features

100%
Percentage

80%
EXECLLANT
60%
40% GOOD
20% AVERAGE
0% POOR
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment :
Above graph Shows that the owner of Zen is highly satisfy because of
the it’s Vehicle interior, engine and the outlook of the car.
7.10 SATSFACTION LEVEL OF ALTO V/S FEATURES :
The total number of the respondent is 50 in the collection of the data
so according to that the data is classified are as below in the table:-
MPFI
FEATURES MILEAGE PICK UP OUTLOOK RIDING
ENGINE
EXECLLANT 35 37 40 43 38
(In%) (70%) (75%) (80%) (80%) (75%)
5 6 7 4 7
GOOD (In%)
(10%) (12%) (15%) (8%) (15%)
AVERAGE 6 5 2 2 4
 (In%) (12%) 10%) (4%) (4%) (8%)
POOR 4 1 1 1 1
(In%) (8%) (3%) (1%) (1%) (2%)
50 50 50 50 50
Total
(100%) (100%) (100%) (100%) (100%)

Percentage wise satsfaction level of Alto v /s features

100%
80%
Percentage

EXECLLANT
60% GOOD
40% AVERAGE
20% POOR
0%
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment:
Above graph shows that the Alto owner reported the fewer problem in
feature so alto car owner is satisfy.

7.11 SATSFACTION LEVEL OF WAGON R V/S FEATURES :

The total number of the respondent is 60 in the collection of the data
so according to that the data is classified are as below in the table:-
MPFI
FEATURES MILEAGE PICK UP OUTLOOK RIDING
ENGINE
EXECLLANT 51 47 54 57 54
(In%) (85%) (79%) (90%) (95%) (90%)
GOOD 7 5 5 2 5
(In%) (12%) (11%) (8%) (3%) (8%)
AVERAGE 2 7 1 1 1
(In%) (3%) (9%) (2%) (2%) (2%)
POOR 0 1 0 0 0
 (In%) (0%) (1%) (0%) (0%) (0%)
TOTAL 60 60 60 60 60
(In%) (100%) (100%) (100%) (100%) (100%)

Percentage wise satsfaction level of Wagon R v /s features

100%

80%
EXECLLANT
Percentage

60% GOOD
40% AVERAGE

20% POOR

0%
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment:
Above graph shows that the owner of the wagon r is highly satisfy with its
features like new outlook car, pickup and engine of the car.

7.12 SATSFACTION LEVEL OF OMNI V/S FEATURES :

The total number of the respondent is 50 in the collection of the data
so according to that the data is classified are as below in the table
FEATURES MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING
EXECLLANT 43 40 35 42 35
(In%) (85%) (80%) (70%) (85%) (70%)
GOOD 6 7 7 5 7
(In%) 12%) (15%) (15%) (10%) (15%)
AVERAGE 1 19 5 2 5
(In%) (2%) (2%) (10%) (4%) (10%)
POOR 1 1 3 1 3
(In%) (1%) (1%) (5%) (1%) (5%)
Total 50 50 50 50 50
 (In%) (100%) (100%) (100%) (100%) (100%)

Percentage wise satsfaction level of Omini v /s features

100%
80%
EXECLLANT
Percentage

60% GOOD
40% AVERAGE
20% POOR

0%
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment:
The above graph shows that the owners are average satisfy with it’s
features because of the ride, handling and braking and seats problem
7.13 SATSFACTION LEVEL OF ESTEEM V/S FEATURES :
The total number of the respondent is 15 in the collection of the data
so according to that the data is classified are as below in the table
MPFI
FEATURES MILEAGE PICK UP OUTLOOK RIDING
ENGINE
EXECLLANT 12 11 13 12 12
(In%) (80%) (75%) (90%) (80%) (80%)
GOOD 2( 3 1 2 2
(In%) 13%) (16%) (8%) (13%) (15%)
AVERAGE 1 2 1 1 1
(In%) (7%) (8%) (7%) (7%) (4%)
POOR 0 0 0 0 0
(In%) (0%) (0%) (0%) (0%) (0%)
15 15 15 15 15
TOTAL
(100%) (100%) (100%) (100%) (100%)
 Percentage wise satsfaction level of Esteem v /s features

100%
EXECLLANT
Percentage
80%
60% GOOD
40% AVERAGE
20%
POOR
0%
MPFI MILEAGE PICK UP OUTLOOK RIDING
ENGINE

Features

Comment:
The above graph shows that the owner of esteem are highly satisfy
because of the greatest improvement on the features, control. And engine.

CHAPTER 8

FINDINGS
 FINDINGS :

Based on my observation during the entire two months project, I list my

findings as under: -
 Maruti Suzuki is a name India has loved and trusted for 20 years
 There are around 40 lakh satisfied Maruti Suzuki owners on the road
today.
 Maruti Suzuki sells more cars than all others put together.
 New Maruti Suzuki cars are built with technology other cars just
can’t match.
 Maruti Suzuki customers enjoy benefits few other car companies can
offer.
 Maruti Suzuki owners are more satisfied with their cars than anyone
else.
 Now Maruti Suzuki vehicles have advanced new MPFI (Multipoint
Fuel Injection) technology that works with the unique 16 X 4
Hypertech engine to give you unmatched performance.
 Only Maruti Suzuki has a nation wide network of over 1900 service
station in more than 900 towns. From Kashmir to Kanyakumari.
 Better fuel economy. Lower emission levels easily meet euro 2
norms.
 Modern advanced repairing equipment and tools.
 Maruti Suzuki spares are easily available across the length and
breadth of the country.
 Just dial 9622 9622 00 for a 24-hour on-road breakdown service in
many cities. No other car company can match this.

CHAPTER 8

SUGGESTIONS