CUSTOMER SATISFACTION OF SUZUKI ACCESS 125cc

A. JAGANNATHA RAO 1225110101

Introduction
subsidiary of Suzuki Motor Corporation, Japan where in we are having the same manufacturing philosophy of VALUE PACKED PRODUCTS right from the inception. SMIPL will be manufacturing two wheelers best suited for the valuable Indian customers covering all segments . Lakshmi Motorcycles and Allied Pvt. Ltd. Plant area and capacity y We have installed our sales & service plant in Berhampur (Orissa) having the annual capacity of 50,000 units. Total land area of the facility at Gandhi Nagar is 9 acres out of which the present plant is constructed in an area of 3.5 acres of land. The remaining area of 5.5 acres is left for future development. No. of employees are 153.
y SUZUKI MOTORCYCLES INDIA PRIVATE LIMITED is a

Mission
y The core philosophy of SUZUKI is to provide VALUE-

PACKED PRODUCTS. y Develop products of superior value by focusing on the customers y Establish a refreshing and innovative company through teamwork y Strive for individual excellence through continuous improvement in every sector.

Product specifications
Engine y 4 Stroke, Single Cylinder, Air Cooled OHC y Displacement 124 cm3 Max. Power y 6.4 Kw@7000rpm (8.58hp@7,000rpm) Max. Torque y 9.8Nm@5000rpm (1.0kg-m@5,500rpm) Transmission y CVT Starter System y Self & Kick

Objectives of the study

y y y y y y y

customer satisfaction towards SUZUKI ACCESS 125cc of Lakshmi Motorcycles & Allied Pvt. Ltd, Berhampur. To determine the effects of the company image on the sales. To understand customer attitude towards Suzuki motorcycles and Suzuki auto. To measure customer satisfaction of Suzuki Access 125cc owners. To know the market share of Suzuki motorcycles. To predict the boom of automobile industry. To know the taste and preferences of people. To find the reasons for buying Access 125cc.

Need for the study

the opinion and the loyalty of the customers and the retailers when compared to their competitor.
y The strength of the company in the market and what

strategies the competitors are using for the increase their sales volume. From the study we can gather the information regarding the opinion of the retailers on the companies comparatively and this will help to plans for the future to increase the performance of the company and to gain the loyalty of the retailers when compared to the competitors.

y Through this study the investigator got the personal

experience in the market field. He can implement his theoretical knowledge in to practice. He can know how the companies are competing with each other to sustain in the market in this tough competitive world. Hence I felt that there is a need for the study. However, this type of study has not been carried out earlier by any investigator.

Scope
y This study is aimed at providing LAKSHMI

MOTORCYCLES & ALLIED PVT. LTD with an insight on the consumer satisfaction pattern of Suzuki access 125cc as well as the customers response and awareness towards the brand, products and services of Suzuki. y The data has been analyzed and presented in a simple and precise way on the basis of which pertinent recommendations have been made to the company to better the services, policies and strategies of the company in India. Companies also want the suggestions for improvement from users of Suzuki vehicles & get feedback from customers.

Analysis
y The report has been prepared as per the information obtained

from two sources. They are:

Sample size y I have taken a sample of 100 respondents or people in the survey for knowing about Suzuki access 125cc customer satisfaction in the public. After gathering the data from the Primary and secondary sources the data were tabulated using a structured format, was analyzed using some calculations to sum up the total information. The resultant data has been used in tabular format to prepare the graphical representations.

y Do you like Suzuki access 125cc ?

15

very much

20

average not so much

65

y Which brand according to you is giving most

competition to SMIPL in India ?

20 35
hero honda TVS honda bajaj

20

25

y What is your level of satisfaction toward Suzuki

Access 125cc ?

15

21
0-25% 25-50% 50-75% 75-100%

23 41

Findings
y The surveys show that 56% customers are average & 28%

y y y y

customers have good perception about the Suzuki automobile product. The study show that 55% respondents come to know from advertisements. The survey show that in India the most compare brand against SMPIL is hero Honda, Honda, Bajaj. The survey show that 54% customers are like Suzuki access 125 and 43% are average like. The survey show that 69% customer thinks that Suzuki access 125 is capable to attract todays generation.

Suggestions
y Suzuki increase in advertisement in mass media to promote y y y y

sales. Company should manufacture motorcycles which can withstand for long time on Indian roads. Suzuki should maintain and produce the bikes in quarterly or half yearly so that customers can avail options. SMPIL should implement new marketing strategies to compete with Indian competitors. Suzuki at the moment has a very weak product portfolio and its products are not that visible in the market.

Conclusion
y Indian 2-wheelers industry is the second largest in Asia after

China. After the separation with Tvs Motors the main focus of Suzuki has been to capture the Indian market through its product which is best. In terms of style & design and is trying to achieve more target of which it has laid down for the coming years its recent launched bikes like Suzuki Zeus, GS 150R, Hayabusa and scooter Suzuki Access have shaken the market leader like Bajaj, Hero Honda & Honda is giving them a tough competition & soon going launch few more bikes in the market. y After deep research, analysis and getting information about customer of Suzuki Access 125 as formulated that this scooter has success in the market and people satisfied this product.

Thank You