SIGNIFICANCE OF EXTENDED 3 P’S WITH REFERENCE TO SHREEKIPA AUTOMOBILES PVT. LTD. NASIK

A
PROJECT REPORT
ON
SIGNIFICANCE OF EXTENDED 3 P’S WITH REFERENCE TO
SHREEKIPA AUTOMOBILES PVT. LTD. NASIK
A Project Report submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration
By
Mr. ABHAYPRATAP SANGRAM SINGH
K. R. Sapkal College of Management Studies
Sapkal Knowledge Hub, Kalyani Hills.
Anjaneri-Wadholi, Trimbakeshwar Road.
Nashik-422213.Tel-(02594) 220165.Fax-(02594)220166
Guide
Prof. AJEET WAGH
To
Pune University -Pune -411007
Year 2012-2014

D E C L A R A T I O N
I, the undersigned, hereby declare that the project report entitled “SIGNIFICANCE
OF EXTENDED 3 P’S OF MARKETING WITH REFERENCE TO SHREEKEEPA
AUTOMOBILES PVT. LTD.” written & submitted by me to the University of Pune, in
partial fulfillment of the requirements for the award of Masters of business administration
under the guidance of Prof. AJEET WAGH is my original work & the conclusions drawn
therein are based on the material collected by myself.
I further declare that the personal data & information received from any respondent
during survey has not been shared with any one and is used for academic purpose only.
K.R.Sapkal College of Management Studies Name and Signature of the student
Sapkal Knowledge Hub, Kalyani Hills. (ABHAYPRATAP S. SINGH)
Anjaneri-Wadholi, TrimbakeshwarRoad.
Nashik-422213.Tel-(02594) 220165.
Fax-(02594)220166

CERTIFICATE BY THE GUIDE
This is to certify that Mr. AbhaypratapSangram Singh has completed project report
on “Significance of extended 3 P’s of marketing with reference to Shreekripa
Automobiles Pvt. Ltd.” under my guidance and supervision, and submitted the Report as
laid down by Pune University, Pune. The material that has been obtained from other sources
is duly acknowledged in the Report. It is further certified that the work or its part has not
been submitted to any other University for examination under my supervision. I consider this
work worthy for the award of the degree of Master of Business Administration.
K.R.Sapkal College of Management Studies Name and Signature of Guide
Sapkal Knowledge Hub, Kalyani Hills. Prof. Ajeet Wagh
Anjaneri-Wadholi, Trimbakeshwar Road. Date:
Nashik-422213.Tel-(02594) 220165.
Fax-(02594)220166

ACKNOLEDGEMENT
It is a fact that none of the human being in this world is 100% perfect and in order to
gain some perfectness in itself an individual surely needs a helping hand. The same was with
me with respect to the project that I was undergoing during this session of 2 months. As I too
was illiterate with this research topic that I selected for my research at the initial stages, I got
acquainted with it slowly and steadily through efforts and surely from various intelligent and
helpful personalities. I would like to extend my heartily thanks to all of them through this
acknowledgement
It is a great pleasure to me in acknowledging my deep sense of gratitude to all those
who have helped me in completing this project successfully.
First of all I would like to thank DR. B. B. RAYATE for providing me an
opportunity to undertake a project as a partial fulfillment of master in business
administration.
I would like to thank our Project Guide Prof. AJEET WAGH whose valuable
guidance and encouragement at every phase of the project has helped to prepare this project
successfully.
It gives me a pleasure to express my sincere gratitude to words of thank to
VINODMATERE (General Manager) and YUSUF KHAN (Sales Manager) of
SHREEKRIPA AUTOMOBILES PVT. LTD. For Providing me the concrete exposure in
field of marketing. He always motivated to teach me practical concept of international
business.
I am also thankful for MRS. TEJASWITA MAM (HR Manager) and Mr. AMOL
VYAWAHARE (VW Finance Manager) for guiding during project. I would like to thank
rest of the staff member of Shreekripa Automobiles Pvt. Ltd.
Last but not the least, my special thanks to my parents, without whose support and
blessings, I would not have been successful in completed my project work.

CONTENTS
No. Particular Page no.
I. Executive summary
CHAPTER
1.
INTRODUCTION
1.1 OBJECT OF THE PROJECT
1.2 INTRODUCTION(SELECTION OF TOPIC)
1.3 OBECTIVES OF THE STUDY
1.4 SCOPE OF THE STUDY
1.5 RATIONALE/CONTRIBUTION OF THE STUDY
1.6 LIMITATIONS OF THE STUDY
CHAPTER
2.
RESEARCH METHODOLOGY
2.1 METHOD OF STUDY
2.2 SAMPLING
2.3 DATA COLLECTION
2.4 PRESENTATION OF DATA, TOOLS OF ANALYSIS AND
INTERPRETATION
CHAPTER
3.
PROFILE OF THE ORGANISATION
3.1 HISTORY AND GENERAL INFORMATION
3.2 ORGANISATION
3.3 PRODUCTS/ACTIVITIES
3.4 CORPORATE AND FUNCTIONAL PRACTICES
CHAPTER
4.
REVIEW OF LITERATURE
4.1 MEANING AND CONCEPT OF THE TOPIC
4.2 BASIC THEORIES OF THE TOPIC
4.3 REVIEW OF RESEARCH ON THE SELECTED TOPIC
CHAPTER
5.
DATA PRESENTATION, ANALYSIS AND INTREPRETATION DATA
CHAPTER
6.
DATA PRESENTATION, ANALYSIS AND INTERPRETATIONDATA
CHAPTER
7.
CONCLUSION AND SUGGESTIONS
7.1 RESULT/ CONCLUSION/ FINDING/ OBSERVATION
7.2 SUGGESTIONS/ RECOMMENDATIONS
II. REFERENCES/ BIBLIOGRAPHY
III. APPENDICES/ ANNEXURE

LIST OF TABLE AND GRAPH
Sr. no Particulars Page no.

LIST OF FIGURE
Sr. no Particulars Page no.

Chapter 1:- Introduction to Project
1.1 Object of the Project
1.2 Selection of the topic
1.3 Objectives of the study
1.4 Scope of the study
1.5 Rationale of the study
1.6 Limitation of the study

1.1 Object of the Project
As per the MBA curriculum, at the end of the first year, the students are required to
undergo a summer project for a span of min 50 days and max 60 days. This summer training
is an integral part of the MBA course and its successful completion is a pre-requisite for the
fulfillment of the post graduate degree in management.
This summer training is undertaken with the aim of fulfilling the following objectives:
 To get an opportunity of real life business and actions taking experience.
 To able to apply theoretical knowledge obtained at the institute in a practical manner
in the actual business environment.
 To understand the real organizational problems, perceptions and challenges
 To get an opportunity to communicate with the people working at different levels in
the organization and to get acquainted with their authorities and responsibilities.
 It also gives the chance for students to apply logic in practically solving the recurring
problems in business unit.
 A project work always has a social relevance.
Apart from these objectives the other objectives are to study certain fundamentals,
commercial and environmental aspects of the company.

1.2 Selection of the topic
Topic selection is the one of the most important aspects of the project. As it decide the
course of action to be taken. The topic selected should be such that it helps in understanding
the marketing concepts clearly.
The researcher has joined Shreekripa Automobiles Pvt. Ltd. as a summer trainee on 25th
May 2013. This has been first chance in the market place.
Researcher training at dealership was that of sales and marketing, which gave enough
training, experience and exposure to the market place which any of the management training
has given enough opportunity to brush up various skills like communication skill, analytical
skills etc, it also helped a lot to practically implement the theoretical knowledge which
researcher has gained in course curriculum till now.
Each and every day of training in Shreekripa Automobiles Pvt. Ltd was a learning
experience for researcher. For time and again researcher had experienced both success and
failure, success acted as an encouragement to fight against all the odds, each mistake and
failure bought with itself the Lesson to learn, and never repeat the act.
The main objective behind selection this project topic is to conduct the significance of
services in automobile sector for Volkswagen for the service provided at the dealership and
recording, analyzing and interpreting the wants and expectations of customers.
For the company, it is essential to know whether customers are satisfied by the quality of
service provided by the employees at the dealership.

1.3 Objectives of the study
Primary Objective:-
 To know the impact of extended 3 P’s of marketing (People, Process and Physical
evidence) for selling VOLKSWAGEN CARS.
Secondary objective:-
 To analyse impact of dealership infrastructure of on customer.
 To study and analyse the quality of services available at dealership.
 To know which kind of services can attract the new customers.
 To find the area to be improved.
 To know whether the SPARSH component of Volkswagen are followed at the dealer.

1.4 SCOPE OF THE PROJECT
The extended mix help company in knowing the needs, wants and expectations of the
customer it also helps to collect feedback about the product this will assist company to
built the good image in the minds of customer.
The scope of project work was restricted to the extended mix i.e people, process and
physical evidence of Shreekripa Automobiles Pvt. Ltd. Nashik.
The study was conducted in automobile sector. The study was done on sales and
service of VW car at Shreekripa Automobiles Pvt. Ltd. Nashik.
The study was conducted for Nashik city and area under dealership of Shreekripa.

1.5 RATIONALE OF THE STUDY
The project work is justified by its usefulness to the student, to the organization & to the
society.
 Utility to the Researcher:-
 This project work has helped researcher in gaining practical knowledge.
 This study will help researcher in future job perspective.
 This study has helped researcher to boost his confidence level and self motivation.
 While doing this project researcher learns how to interact with the customers.
 If researcher get an opportunity to work in Automobile sector, this experience will
help him in sales and marketing field and how to deal it.
 Utility to organization and Society:-
 They will get idea, in which area they have to improve.
 It creates a positive image of the company in the society.
 The project work will help to improve efficiency and effectiveness of an
organization.
 This study will act as a source of secondary data for society.
 The suggestions can be useful to similar other organizations also.
 This research work will also useful for other researcher.

1.6 Limitation of the study
Every study or work, which we carried out, is full of information but there are certain
limitations because of which we are unable to get the information. The limitations can be –
 The information system is confidential and hence the company’s records were
not fully disclosed.
 Some of the information lacked accuracy due to which approximated values
were used for the analysis. Hence the result also reveals approximated values.
 The responses may vary as some people did not want to come up with real
answers.
 The people were busy in their own work so they might not have given actual
responses

CHAPTER 2:- RESEARCH
METHODOLOGY
2.1 METHOD OF STUDY
2.2 SAMPLING
2.3 DATA COLLECTION
2.4 PRESENTATION OF DATA, TOOLS OF ANALYSIS AND
INTREPRETATION

2.1 METHOD OF STUDY
Introduction:-
Research is the process of systematic and in depth study or search for any particular
topic, subject or area of investigation backed by collection, compilation, presentation and
interpretation of relevant details or data. It is a careful search or inquiry into any subject or
subject matter which is an endeavor to discover or find out valuable facts which would be
useful for further application or utilization.
Research is sufficiently objective and systematic to make possible classification,
generalization and verification of the data observed.
Research is essentially a systematic inquiry seeking facts through objective verifiable
methods in order to discover the relationship among them and to deduce from them broad
principle or laws.
Need for Research:-
Research provides an analytical framework for the subject matter of investigation. It
establishes the relationship between different variables, especially the relationship of
dependent variables with independent variables. The cause-effect relationship between
different variables can also be identified, leading to valuable observations, generalizations
and conclusions.
It has been observed that research is of extensive use for manager in planning,
forecasting, Coordinating, controlling, motivating, decision making etc.
OBJECTIVES OF RESEARCH:-
The purpose of research is to discover answers to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden and
which has not been discovered as yet.
1. To gain familiarity with a phenomenon or to achieve new insights into it.
2. To portray accurately the characteristic of a particular individual, situation or
group.

3. To determine the frequency with which something occurs or with which it is
associated with something else.
TYPES OF RESEARCH DESIGN:-
Research design is mainly of three types:
1. Exploratory research
2. Descriptive research
3. Experimental research
1. EXPLORATORY RESEARCH:-
It is often the initial stage in the series of studies designed to supply information for
decision making. The main purpose of this research is for formulating the problem for more
precise investigation or of developing a working hypothesis from an operational point of
view. The major emphasis in such studies is on the discovery of ideas & insights.
2. DESCRIPTIVE RESEARCH:-
It includes surveys & fact finding enquiries. The descriptive research is typically
concerned with determining the frequencies with which something occurs or determining the
degree to which variables is associated. Descriptive research designs help provide answers to
the questions of who, what, when, where, and how associated with a particular research
problem; a descriptive study cannot conclusively ascertain answers to why.
3. EXPERIMENTAL RESEARCH:-
In this some variables are manipulated to observe their effect on other variables.
Experimentation is defined as a process where events occur in a setting at the discretion of
the experiment & controls are used to identify the sources of variants in the subject. Thus
they are those where the researcher tests the hypothesis of the casual relationship between
variables.

RESEARCH DESIGN:-
THE TYPE OF RESEARCH IS DISCRIPTIVE
Descriptive research design includes survey & fact finding inquiries of different kinds.
The major purpose of descriptive research is description of state of affairs as it exists at
present.
RESEARCH METHODOLOGY
Problem Identification
Defining Marketing Problem
Defining the Marketing Sub-problems
Hypothesis Generation
Objectives and Areas of Enquiry
Sample Design and Size
Methods of Data Collection
Analysis of Data Collected
Recommendations & Suggestions
Data Report & Decision Making

2.1 SAMPLING:-
A sampling is a selection of units from the entire group is called population. In
marketing, a sample is a particular segment or part of the market & it is the focus for taking
marketing decisions which can be applied to entire market. It must be random, representative,
proportional & adequate.
DEFINITION OF SAMPLING:-
“Sampling is the selection of certain percentage of a group of items according to a
predetermined plan”
SAMPLE DESIGN:-
Sampling is used to collect primary data. Sampling is the integral part of data
collection process. The way of selecting a sample is known as sample design. It is the
definite plan for obtaining a sample from a given population. It may as well lay down the
number of items to be included in the sample i.e. the size of sample. Sample design is
determined before data are collected.
SAMPLE SIZE:-
A total of 100 Respondents were interviewed.
Sample size existing customer
40
walk-in enquiry
60
Sampling method Simple random sampling
Sampling area Nasik city

SAMPLING METHOD:-
For the above study samples of respondents were selected by using convenience
sampling technique of sampling after finalizing the sample size the structured questionnaire
was prepared and accordingly the required data were collected from the respondents.
2.3 DATA COLLECTION:-
In dealing with any real life problem, it is often found that data at hand is inadequate
and hence, it becomes necessary to collect data that is appropriate. These are several ways of
collecting the appropriate data which differ considerably in context of money costs, time and
other resources at the disposal of the researcher. The task of data collection begins after a
project objective has been defined and research design/ plan chalked out. While deciding
about the method of data collection to be used for the project, the researcher should keep in
mind two types of data viz.
1. Primary Data
2. Secondary Data
Primary data Secondary data
1. Primary data is collected fresh and for
the first time, primary data is also called
as basic data or original data
Method :- survey
1. Secondary data means data that is
already is available in various reports,
diaries, letters, books, periodicals.
2.Tools of Data collection:-
a) Questionnaire
Type:-
 open ended
 Close ended
2. Tools of Data collection:-
a)internet
b)letters
c)books

1. Primary data was collected through:-
Primary data are those which are collected fresh and for the first time and thus
Happen to be original in chapters. I have collected my data through phone calling and
through direct communication with respondents in one form or another or through
personal interviews. Through observation method I was able to record the natural
behaviour of the group. Sometimes I verify the truth of statements made by
informants in the context of a questionnaire.
Questionnaire
Questionnaire from the existing customers and walk-in customers.
The Questionnaire included objective type question & descriptive question
The data was collected by two separate questionnaire:-
1) Enquiry (prospective customer): the separate questionnaire for people and
physical evidence were made for the walk-in enquiries of the prospective
customer.
2) Existing customer: the separate questionnaire was prepared on the process and
documentation of the Shreekripa Automobiles Pvt. Ltd.
2. Secondary data collection: -
The secondary data are those which have already collected and stored.
Secondary data easily get those secondary data from records, journals, annual reports
of the company etc. It will save the time, money and efforts to collect the data.
Secondary data also made available through trade magazines, balance sheets, books
etc.
The secondary data is collected through various sources as follows
A) Internet websites like Google, Wikipedia.
B) Company records, Magazines, journals, newspapers, prospectus, CSS Reports.
Websites:
www.volkswagen.com

www.volkswagenindia.com
www.wikipedia.com
www.google.com
Books:
Marketing Management- Philip Kotler( 13thEdition)
Research Methodology- C.R.Khotari (2nd Edition)
Service Marketing- K. Rama Mohana Rao (2nd Edition)
Magazines & Journals:-
Referred magazines & journals printed by Volkswagen and Sparsh.
Research Instrument:-
Questionnaire was used as it helped to cover all the target areas. Also collecting the
data through questionnaire was very time saving and cost factor was also reduced. The
questionnaire consisted of both open ended and close ended questions.

2.4 PRESENTATION OF DATA, TOOLS OF
ANALYSIS AND INTREPRETATION
Statistical/Data Presentation Tools
Descriptive statistics enable us to understand data through summary values and
graphical presentations. Summary values not only include the average, but also the spread,
median, mode, range, and standard deviation. It is important to look at summary statistics
along with the data set to understand the entire picture, as the same summary statistics may
describe very different data sets. Descriptive statistics can be illustrated in an understandable
fashion by presenting them graphically using statistical and data presentation tools.
When creating graphic displays, keep in mind the following questions:
• What the researcher is trying to communicate?
• Who is the audience?
• What might prevent them from understanding this display?
• Does the display tell the entire story?
Several types of statistical/data presentation tools exist, including: (a) charts displaying
frequencies (bar, pie, and Pareto charts), (b) charts displaying trends (run and control charts),
(c) charts displaying distributions (histograms), and (d) charts displaying associations (scatter
diagrams).
Different types of data require different kinds of statistical tools. There are two types
of data. Attribute data are countable data or data that can be put into categories: e.g., the
number of people willing to pay, the number of complaints, percentage who want
blue/percentage who want red/percentage who want yellow. Variable data are measurement
data, based on some continuous scale: e.g., length, time, cost.

Choosing Data Display Tools
To Show Use Data Needed
Frequency of occurance: Simple
percentages or comparisons of magnitude
Bar
chart
Pie
chart
Pyramid
Tallies by category (data can be attribute
data or variable data divided into
categories)

CHAPTER 3:- PROFILE OF THE
ORGANISATION
3.2 ORGANISATION

Figure no.:01 Figure no.:02
FERDINAND PORSCHE FERDINAND PIECH
FOUNDER CHAIRMAN
(3rd Sept, 1875-30 Apl,1951) (17 Apl, 1937,Vienna, Austria)
GENERAL INFORMATION:-
Volkswagen is Europe’s and one of the world’s leading car manufacturer with a
presence in over 153 countries around the world, One of the world’s most recognized and
respected brands. Volkswagen literally translated from German as ‘People’s Car’ has
constantly pushed the envelope in the automobile industry, and has created some of the most
loved and respected cars of our times. As the industry evolves, Volkswagen is at the forefront
of driving this evolution, and has, in a sense become synonymous with “The Car” or “Das
Auto” which is the tagline.
Today, the Volkswagen group Is Europe’s largest car manufacturer. And one of the
world’s leading car maker. Volkswagen’s list of achievement is impressive and its vision for
the future is ambitious with a rich heritage and strong fundamentals the company is poised to
script the future of the global automobile industry.

Background information:-
Beginning in the late 1930s, Volkswagen created tanks and driving equipment for
Nazi Germany during World War II. After the war, Great Britain had the choice to either
destroy the Volkswagen plant or continue production. They saw potential in Volkswagen and
decided to allow it to continue to manufacturer vehicles.
Volkswagen grew during the next few decades; acquiring new brands and expanding
the brands it had with new vehicles to fit the growing demand of consumers Today,
Volkswagen is recognized as a unique and distinct car brand. It is recognized through its one
of-a-kind vehicles like the Beetle and the Tiguan as well as for its innovative advertising.
Volkswagen is not afraid to take risks and stand out from the crowd. They are one of the only
automotive manufacturers to work with clean diesel and have a strategy plan to build and sell
an electric car for each customer group they serve. They firmly believe in the responsibility
they have to better the environment and, because of this, wrote an 80-page sustainability
report with goals and objectives for the future of that their company both through
environmental decisions and responsibilities to promote education and stability in their local
communities. From its troubled beginnings to its slow and steady rise to the top of the
automotive world, Volkswagen has never forgotten what its sole purpose was: to be the
people’s car. No matter what has happened, Volkswagen has always put the customer first
and designed and sold vehicles for them.

HISTORY IN INDIA
Figure no.:03 (Chakan plant, Pune—source google)
Volkswagen entered the Indian market in 2007 with the launch of its globally
acclaimed sedan, The Passat. In 2008 Volkswagen expanded in India portfolio by offering the
global Best seller Jetta for sale in the Indian market.
Volkswagen committed to the Indian market and establishing a long term presence in
the Indian automobile market is a key element of its strategy. In line with this objective
Volkswagen set up a Greenfield facility near Pune at an investment of over 3800 cr. This
investment is the largest made by a German corporation in India to date and this is evidence
of Volkswagen commitment to the Indian market. The new Volkswagen plant in Chakan near
Pune, Maharashtra went on stream on December 12, 2009 and began manufacturing ‘The
POLO’ the company’s first launch in the high volume and competitive Hatchback segment.
With the launch of POLO and VENTO in 2010, Volkswagen is making rapid inroads
into the lucrative volume segment India. Importantly, Volkswagen has established itself as an
inspirational brand- one that the Indian car buyer wants to own. On the back of an aggressive
growth plan in India, Volkswagen aims to capture 10% market share in the very near future.

3.2 ORGANISATION
Figure no.: 04 (VW Headquarter-source:-Google)
NAME: - VOLKSWAGEN
Headquarter: - Wolfsburg, Germany
Founded: - 28 May 1937
Industry: - Automotive
Area served: - Worldwide
Products: - Cars
Website: - www.volkswagen.com
Type of
Organization: - Public

Mission Statement:-
The mission statement of the Volkswagen Group focuses the VW leaders on
responsible business and the benefits of it to consumers.
The Mission Statement of the Volkswagen Group: The internal mission statement of the
Volkswagen group is not available to the public, but on November 25, 2010, the Volkswagen
Group joined 21 German companies in agreeing to a “mission statement for responsible
actions in business”, which serves as a national mission for the VW group and focuses the
Volkswagen leaders on the benefits to consumers. The six principles of this shared mission
statement are:
 Business must serve the good of the people
 Business that serves the good of the people requires competition.
 Business that serves the good of the people is based on merit.
 Business that serves the good of the people takes place globally
 Business that serves the good of the people must be sustainable
 Business that serves the good of the people demands responsible.
Vision statement:-
Volkswagen brand vision is to become a most innovative high volume manufacturer
offering the best quality in the respective class.

Volkswagen Brand Pillars
Volkswagen is one of the most recognized loved and respected brands around the world.
The Brands values are:-
 Valuable:-
 Innovative:-
 Responsible:-
These values define the care of wheel. They promise to offer to customer through their
interactions with Products and Brands.
1. Valuable: -
The Volkswagen Brands express an indispensable quality in the car market. It
promises to satisfy customer’s basic rational and emotional needs.
This is an extremely important faced in acquiring customers for the Volkswagen
brand all over the market.
2. Innovative:-
Volkswagen seeks to differentiate itself from competition in car market across the
world. The Innovative brand values communicate Volkswagen’s commitment to
innovation. Volkswagen’s Endeavour is to differentiate itself in a sustainable manner
through innovative products, technologies and services.
3. Responsible:-
As the automobile industry evolves there is growing emphasis on the industry’s
responsibility towards the environment. Volkswagen is at forefront of this change as a
responsible global player in an important industry. Volkswagen takes the
responsibility for people, the environment and initiatives.

VOLKSWAGEN NASHIK (Dealer’s profile)
Figure no.:05 (Source of data primary)
Name: - Shreekripa Automobiles Pvt. Ltd.
Address: - P11/1, Ambad,MIDC, New Mumbai Agra Road Ambad, Nashik,
Maharashtra,422010
Phone: - 0253-2380622/666/555/333
9689807866
Email: - Info@Vw-Shreekripa.co.in

Organization Structure
CHAIRMAN
CEO
General Manager
Sales
Manager
Accounts HRM Spare
Parts
Service
Manager
Registration
department
CRM
TL Corporate
TL upcountry
TL Vento
TL Polo
Sales consultants
Sales consultants
Sales consultants
Finance
Adviser
Sales consultants
Body Spare
Service Dept.
CRM Sales
CRM Service
VW
Finance
Adviser
Other Bank
Finance
Advisor

SHREEKRIPA AUTOMOBILE PVT. LTD
HISTORY
Shreekripa Automobiles Private Limited is the authorized dealership for
VOLKWAGEN CARS. It was established in 2009 by Shah Group. Shreekripa has been
dedicated to servicing the needs of the auto-enthusiasts by providing them with a range of
cars from the smaller segment to the luxury cars. In addition to an exciting offering of luxury
cars, we also cater to our esteemed clientele & customers by attending to their requirements
with impeccable after sales service and genuine spare parts for all the vehicles sold through
the dealership. We always aspire to give 100% to our customers. Be it Sales or after Sales.
What sets us apart from the others is our team spirit and team work. Over the last three years,
Shreekripa group has invested in building up a dedicated team of professionals to look after
the demanding needs of luxury vehicle owners. Each individual is valued for distinctive
abilities, experience and perspective they bring. We believe in ourselves and the people
working with us, together as a family, we work towards one common goal across all
functions, i.e. customer delight. At Shreekripa, we believe in providing the best to all our
customers, be it services during sales, after-sales services or support functions.
Corporate Goals and Vision:-
Our mission is being the best automotive retail organization with a very high level of
customer satisfaction. In order to achieve this mission, we at Shreekripa have made concerted
efforts to develop certain core strengths to become successful in the business of car sales and
service.
Our strengths are as follows:
 Up-to-date & modern showrooms equipped with Customer lounge & comfort
zones for customers to be at ease while making their buying purchases.
 Well-trained team capable of handling the demanding needs of the customers and
their cars.
 Good quality of systems and procedures which ensures timeliness.
 Well equipped workshop(s) having sophisticated tools and diagnostic
equipments.

 An extensive satisfied customer base.
 Promoters and Core Management.
Achievements and Awards:-
SAPL has been awarded with numerous awards and a few of them are listed below
 ASSOCIATION AWARD – ICICI Lombard.
 ACCESSORIES TARGET ACHIVEMENT AWARD – Volkswagen.
 OUTSTANDING VENTO RETAIL AWARD – VOLKSWAGEN.

a) POLO b) POLO GT
Figure no.: 06 Figure no.:07
Polo Specification:-
Particulars Petrol Diesel Polo GT
Dimensions & Weight
Length 3970 mm 3970 mm 3970 mm
Width 1682 mm 1682 mm 1682 mm
Height 1453 mm 1453 mm 1453 mm
Wheelbase 2456 mm 2456 mm 2456 mm
Ground Clearance 168 mm 168 mm 168 mm
Kerb Weight 1055 kg 1055 kg 1140 kg
Fuel Tank Capacity 45 liters 45 liters 45 liters
Engine & Transmission
Engine Type 3 cylinder inline 3 cylinder inline 4 Cylinder
Displacement 1198 cc 1199 cc 1197 cc
Fuel Type Petrol Diesel Petrol
Max Power 74 bhp @ 5400
RPM
74 bhp @ 4200
RPM
103 bhp @ 5000
RPM
Max Torque
110 Nm @ 3750
RPM
180 Nm @ 2000
RPM
175 Nm @ 1500
RPM
Mileage (ARAI) 16.47 kmpl 22.04 kmpl
Transmission Type Manual Manual Automatic
No of gears 5 Gears 5 Gears 7 Gears
Front & Rear Tyres 185 / 60 R15 185 / 60 R15 185 / 60 R15
Front & Rear Brake Type Disc/ Drum Disc/ Drum Disc/ Drum

c)The VENTO
Figure no.: 08
Vento Specification:-
Particulars Petrol Diesel
Dimensions & Weight
Length 4384 mm 4384 mm
Width 1699 mm 1699 mm
Height 1466 mm 1466 mm
Wheelbase 2552 mm 2552 mm
Ground Clearance 168 mm 168 mm
Kerb Weight 1130 kg 1220 kg
Fuel Tank Capacity 55 liters 55 liters
Engine Type 4 cylinder inline 4 cylinder inline
Displacement 1598 cc 1598 cc
Fuel Type Petrol Diesel
Max Power 103 bhp @ 5250 RPM
103 bhp @ 4400
RPM
Max Torque 153 Nm @ 3800 RPM
250 Nm @ 1500
RPM
Transmission Type Manual Manual
No of gears 5 Gears 5 Gears
Front Brake Type Disc Disc
Rear Brake Type Drum Drum
Steering Type
Electronic Power
Steering
Electronic Power
Steering
Front Tyres 185 / 60 R15 185 / 60 R15
Rear Tyres 185 / 60 R15 185 60 R15

d) The Jetta:-
Figure no.: 09
Jetta specification:-
Particulars MT AT
Dimensions & Weight
Engine Type 4 cylinder inline 4 cylinder inline
Fuel Type Diesel Diesel
138 bhp @ 4200
RPM
320 Nm @ 1750
RPM
Suspension Front
Coil spring with shock
absorbers and
suspension stabilizer
Coil spring with
shock absorbers and
suspension stabilizer
Front & Rear Brake Type Disc Disc
Steering Type
Electronic Power
Steering
Electronic Power
Steering
Front Tyres 205 / 55 R16 205 55 R16

e) The PASSAT:-
Figure no.: 10
The Passat specifications:-
Particulars MT AT
Dimensions & Weight
Engine Type
4 Cylinder Common rail
diesel engine
4 Cylinder Common
rail diesel engine
Fuel Type Diesel Diesel
168 bhp @ 4200
RPM
350 Nm @ 1750
RPM
Transmission Type Manual Automatic
No of gears 6 Gears 6 Gears
Front & rear Brake Type Disc Disc
Steering Type Power Steering Power Steering
Front & Rear Tyres 215 / 55 R16 215 / 55 R16

The Volkswagen Family:-
Volkswagen Group is far more than just a carmaker. A wide variety of
mobility related services round off their portfolio. Uniting a wide variety of brands
and companies with all their individual characteristics and focuses under one umbrella
is a great challenge, especially as the Volkswagen Group is committed to maintaining
their individual identities.
Figure no. 11
 VOLKSWAGEN COMMERCIAL VEHICLE
 AUDI
 SEAT
 SKODA
 BENTLEY
 BUGATTI
 LAMBORGHINI
 PORSCHE
 Nutzfahrzeuge
 SCANIA
 MAN
 DUCATI

Corporate functions and practices at dealership:-
The dealer is engaged with various kinds of service some of them are mentioned
below:-
 After delivery of car a congratulation letter send to the customer within 24
hours by courier.
 After that delivery of car 3rd day follow up is taken by the Customer Relation
Executive (CRE) at the dealership.
 The sales consultant visit the customer on 7th day for follow up and take
feedback of the customer about the experience perceived by the customer at
the time of delivery.
 The last follow up is taken by Volkswagen team from the customer about the
services offered at dealership.
 Apart from this there are various other activities done by the dealer such as
giving free pass of sport rally to the premium customer, informing about the
new finance schemes and discount of the loyal and premium customer to
generate more enquiry and reference for Volkswagen car.
 The dealer is also engaged with organising corporate events as well as other
events in the city and outside city.

Chapter 4:- Review of Literature
4.1 Meaning and concepts of the topic
4.2 Basic Theories of the topic
4.3 Review of research on the selected topic

4.1 Meaning and concepts of the topic:-
Meaning:-
The service marketing mix is also known as an extended marketing mix and is an
integral part of a service blueprint design. The service marketing mix consists of 7P’s as
compared to the 4 P’s of a product marketing mix. Simply said, the service marketing mix
assumes the service as a product itself. However it adds 3 more P’s which are required for
optimum service delivery.
Product Price Promotions Place
People Process Physical evidence
Definitions: -
Product marketing
mix
Services
marketing
The service has been defined by several marketing analysis and associations. The
study of such definitions provides an understanding of the direction of evolution of the
concept of services. It also provides the changing perception of service by the society in
general and business concerns in particular.
1. American Marketing Association defines services as-
“Activities, benefits and satisfactions, which are offered for sale or are
provided in connection with the sale of goods”.
2. P, Kotlar and P. N. Bloom defined a service as-
“Any activities or benefit that one party can offer to another that is essentially
intangible and does not result in the ownership of anything. Its production may
or may not be tied to a physical product”.

WHY SERVICE MARKETING?
The basic questions that confront everyone are:
Why should there be a separate learning on service marketing? Are the marketing
concepts and techniques developed for the manufacturing sector not applicable to services?
Do services require distinctive strategies in marketing? The answers to these questions
provide the basic platform for an understanding of service marketing.
A different marketing approach is necessary for services marketing because services
differ from goods in many respects. The following are the differences between physical
goods and services.
 Services are intangible, Goods are tangible.
 Services are heterogeneous whereas goods are homogeneous.
 Services are produced in buyer-seller interactions. Goods are produced in a factory.
 Production, distribution and consumption take place simultaneously in the case of
services. In the case of goods, the three are separate and independent functions.
 Consumers are co-producers in services. Consumers do not generally participate in
the production of goods.
 Services cannot be stored. Goods can be stored.
 In the sale of services, the transfer of ownership does not take place, whereas in the
case of goods, it does take place.
4.2 Basic Theories of the topic:-
The New 3 P’s in Service Marketing:-
Traditional 4P’s marketing is adapt to products marketing, but in service management
something new are needed. Booms and Bitner advise three new P’s to service marketing:
people, physical evidence and process
People
People are the most important elements in any service or experience. Since in separability
and variability lead to a customer experience, which, we say, one of the aspects of expected
performance, are often altered to meet the individual needs of person consuming it. Then we
can imagine the situation that people always buy from people that they like, so that the skills,
attitude, appearance of staff go up to the top class. There are several ways in which people

add value to an experience: first is training, personnel developed or educated to obtain a high
quality of personal service; second is personal selling, a tough work and creative skill; and
third is customer service, a team who provide expertise, technical support and some customer
interface.
Physical Evidence
The intangibility of service brings the difficulties of unclear, untouchable, and even doubtful
sometimes. Strictly speaking there are no physical attributes in service, so a consumer often
relies on those tangible evidences for confidence. Here we consider football match, which is
typically packed full of physical evidence. A ticket often has the logo of home team, and
plays in a same team are wearing uniforms. The stadium is impressive and has an electrifying
atmosphere. Audience can have a comfortable seat and be close to store. All that an audience
needs to do is to enjoy the game and to shout encouragement.
Process
There are several kinds of perceptions within business and literature about process. Some see
process as a means to achieve a goal, for example, a 15% rise of stock share price. Some
others argue that there are processes integrated to create an overall marketing, like
telemarketing and internet marketing can be integrated. A further view is that process is to
control marketing, such as measuring achievement objectives. All these views are not
particularly customer focused. In service business, process is an element that appreciates
customer experiencing as an organizational offering. It’s viewed as something that customer
participates in at different point. Again we can see the importance of interaction with
customers. It requires a proper encounter, a proper communication, a proper action and a
proper resolution, in which process has a progression of inputs, throughputs and outputs,
where service marketing value is added.
Characteristics:-
Service has basically six characteristic that greatly affect the design of marketing
programmes. They are:-
1) Intangibility
2) Inseparability
3) Variability
4) Perishability
5) Customer participation
6) Lack of ownership.

4.3 Review of research on the selected topic:-
SPARSH The Volkswagen Touch:-
Sparsh the Volkswagen touch has been designed to be a way of life and guiding
philosophy for Volkswagen dealership in India. It embodies Volkswagen brand values and is
a powerful means to enable our dealership offer a distinct customer experience.
Objectives of Sparsh:-
 To code the knowledge and intelligence in the system inform that is systematic easy
to use and quick to refer.
 To define the business language of the Volkswagen dealership with reference to the
terms tools and templates.
 To evolve as the comprehensive go to document within the dealership sales
organization the basis of which dealership business operations decision are taken.
Sparsh Components:-
 Dealership Infrastructure:-
Corporate identity standards defined by Volkswagen for various interior and exterior
infrastructure elements of our dealership process system and tools required for managing and
maintaining the dealership infrastructure also fall within the preview of the infrastructure
handbook.
 Dealership Human resources:-
People are central to the business of the dealership as well as the consistent delivery of
benchmark customer experience of our dealership. This includes recruiting, engaging and
motivating people as well as the processes and tools required to make dealership a great place
to work.
The Assessment Centre has been especially developed as a comprehensive
recruitment process to enable dealerships identifies and recruits the right talent. Assessment
Centre is conducted for Sales Consultants / Team Leaders and Head Sales Operations.

 Dealership sales operations :-
The operations contains processes, tools, and enables to help you manage your
dealership sales function effectively and transform it into a streamlined, high performance
success machine that drives the business of dealership. This manual is designed to assist
dealership teams in working in line with recommended processes. The information is
presented in a format that will enable easy navigation through document. All templates,
formats and important Information is presented in easy to read manner. The cross-reference
to sections has been detailed out to make sure Usergets complete perspective of objective,
process steps involved, role holders and tool and templates.It is expected that dealership
teams will use this manual as a reference guide to get answers to their questions about day-to-day
dealership operations. The abbreviations & glossary of terms given at the end of book
will provide necessary reference to the key terms and concepts.

Sales process chart:-
_--The prospect entering the showroom is offered with
refreshment and made comfortable to sit. Till then the
the receptionist call some to attend him.
--The salesperson when meets the prospect introduce
himself to the prospect and talk in general with the
prospect and make the prospect feel free to talk.
--The need analysis is done by the salesperson about the
requirement of the prospect.
--After analyzing the requirement of the prospect the car
is shown to the prospect as per his requirement or
choice.
--Test drive is offered by the salesperson to the
prospect to check all the feature of the car and
all doubts related to purchase decision.
--After all the queries and doubts of the customer the
salesperson peach the prospect to purchase new car.
--Trade services are offer in case when the customer
wants to sales his current car.
--The Volkswagen finance is offered to the prospects
in case he is not satisfied then other banks finance is
is offered
--The timely follow is taken by the sales person the
know the customer is interested or not or else has
some other requirement
Acquisition
First personal contact
Need analysis
Car presentation
Test drive
New car offer
Trade-in offer
Finance services offer
Follow up

--The sales closure is done smartly after all the queries
are solved and the prospect is convinced.
--The car is made ready after the all the formalities are
over and deliver to the respective customer.
--The customer is happy and satisfied will leads in
customer retention.
(Sources: - Volkswagen Sparsh guidelines)
Sales closure
Delivery
Customer retention

International Journal of Sales & Marketing Management
Research and Development (IJSMMRD)
ISSN 2249-6939
Vol. 3, Issue 1, Mar 2013, 53-60
CUSTOMERS’ PERCEPTION ON PHYSICAL FACILITIES AND PROCESSES IN
BANKS - A CASE STUDY OF STATE BANK OF INDIA
The intensifying competitive environment in the banking sector forcing the public
sector banks to become more and more customer focused in their operations. The quality and
adequacy of the physical facilities at bank branches plays an important role in customer
satisfaction and quality perceptions of the customers. Recognizing this, many banks
redesigned their branch structures to create better ambiance, comforts and facilities to the
visiting customers. The banks however need to know to what extent the physical
infrastructure provided at bank branches could create quality perceptions to customers. This
paper is an attempt to study the customers’ perceptions on physical facilities provided by SBI
at its branches and customer interactions with bank employees based on survey research.
(By:- K. RAMA MOHANA RAO
Professor, Dept. of Commerce and Management
Studies, Andhra University, Visakhapatnam, Andhra Pradesh, India
S. GANGADHARA RAMA RAO
Lecturer, School of Management Studies, Jawaharlal Nehru
Technological University, Kakinada, Andhra Pradesh, India)

Managing the Expanded Marketing Mix (EMM):
A critical Perspective Approach, (From 4Ps to 7Ps).
Published in
The African Journal of Finance and Management (2005)
The research paper address issues of Marketing Mix in a more expanded form, from a
managerial emphasis. The traditional Marketing Mix has been known and operational for a
long time. However, this is mainly applicable in the manufacturing sector. The case of the
service sector needs more than that. The paper addresses aspects of services marketing from a
service management perspective. Issues of service Competition will also be considered. The
additional 3 P’s to the commonly known 4 P’s will be discussed to get the expanded
marketing mix, which consists of 7 P’s. The Three additional P’s are People, Physical
aspects and Process information. The Relationship of service quality gap with the need of
managing the gaps using the Additional three Ps will be also discussed. Therefore, the
Service Quality (SRVQUAL) model by Parasuraman, will form part of the discussion of the
paper. It Is imperative to understand that there is a need to appreciate the existence of the gap
And manage them. The optimal position is to manage the service system in such a way that
the gaps will not be occurring. The best approach to achieve this is by involving The
customers in the expanded marketing mix design so that so much they form part of the
delivery system. In conclusion, it is hoped that coordination of the Expanded Marketing Mix
(EMM) will always lead companies and practitioners to a higher level of satisfying the
customers hence a sustainable competitive Advantage.
(Prof. Elisante ole Gabriel (PhD, Marketing)
Lecturer – Mzumbe University
Faculty of Commerce, P O Box 6, Mzumbe, Morogoro, Tanzania)

CHAPTER 5:-
DATA PRESENTATION, ANALYSIS AND
INTREPRETATION

The data collection is based on questionnaire of walk-in customers (Sample size 60)
1) Please rate the following from your own experience. About the employees at the
dealer.
STATEMENTS Poor Average good excellent Total
Employees uniform
from tip to toe
0 0 15 45 60
Employees
knowledge
0 0 13 47 60
Meet and greet 0 2 16 42 60
Friendliness of the
0 6 14 40 60
employees
Availability of
employees at place
of requirement
0 0 9 51 60
25% 22% 25%
14%
0%0% 0%0% 0%3% 0% 0% 6%
0%
Availability of
employees at
place of
requirement
(Source- primary data)
Employees
uniform from
tip to toe
Observation:-
Employees
knowledge
Meet and greet Friendliness of
the employees
From the above information, It is observed that customer are happy with the
appearance of the employees and their product knowledge and so majority of customers has
rated excellent and rest has rated good, there are very customers who has rated average.
Interpretation:-
From the above information we can analyse that the employees working at the dealership
follows the norms of Sparsh component and are very much professional.
9%
75% 78%
72%
80% 81%
responses
Poor Average good excellent

2) How satisfied are you with the demonstration provided by salesperson.
Rating Scale Frequency Percentage
-4 Not satisfied 0 0 0%
2 Satisfied 23 46 38%
4 Extremely satisfied 37 148 62%
Total 60 194 100%
Observation:
0
responses
38%
62%
Not satisfied
Satisfied
Extremely satisfied
From the above information, it is observed that, 62% of are extremely satisfied by the
demonstration and 38% are satisfied customers there is no customer who is dissatisfied by the
demonstration of the salesperson.
Interpretation:-
By using Likert Scaling Technique it is observed that the mean 3.22, here it can be
analyse that the majority of customers are satisfied with the demonstration of the car.

3) How will you rate salesperson’s responsiveness to meet your needs?
Rating Scale Frequency Percentage
1 Poor 0 0 0
2 Average 4 8 6%
3 Good 40 120 67%
4 Excellent 16 64 27%
Total 60 192 100%
Observation:
0
responses
6%
67%
27%
Poor
Average
Good
Excellent
From the above information, it is observed that, 67% of customer are happy with the
sales person’s responsiveness and 27% of customer have rated good for the salesperson
response. And 6% of customer does notice.
Interpretation:-
By using Likert Scaling Technique it is observed that the mean is 3.2, here it can be
analyse that the majority of customers are meet with the information in their purchase
decision.

4) How satisfied are with the sales person’s punctuality.
No Scale Frequency Percentage
1 Totally dissatisfied 0 0%
2 Dissatisfied 0 0%
3 Satisfied 9 15%
4 Totally satisfied 51 85%
Total 60 100%
Observation:
From the above information, it is observed that, 85% of customers are totally satisfied
with the sales person’s punctuality and 15% of customer have rated satisfied for the
salesperson response. There is no customer who is dissatisfied by the salesperson’s
punctuality.
Interpretation:-
0% 0%
15%
85%
responses
Totally dissatisfied
Dissatisfied
Satisfied
Totally satisfied

5) How was the knowledge of the finance person with respect to loans and other
schemes?
1 Poor 0 17%
2 Fair 2 80%
3 Good 48 3%
4 Excellent 10 0
Total 60 100%
Observation:
responses
0 3%
80%
17%
poor
fair
good
excellent
From the above information, it is observed that, 80% of customers have rated good for
the finance person knowledge and 17% have rated excellent for the information and schemes
providing the customer a good deal for purchasing the car. Whereas 3% of customers have
rated fair.

6) How will you rate visibility of Shreekripa Automobiles showroom? /Grade the
infrastructure.
1 Poor 0 0%
2 Average 0 0%
3 Good 47 78%
4 Excellent 13 22%
Total 60 100%
Observation:
0% 0%
Sales
78%
22%
Poor
Average
Good
Excellent
From the above information, it is observed that, 22% of customer rated excellent for
visibility of shreekripa showroom and 78% have rated good and there is no customer who
found it difficult in searching the showroom.

7) How will you rate with the following statements?
STATEMENTS Poor Average Good Excellent Total
Welcome and
Cleanliness at entry
gate
0 0 41 19 60
Availability of
parking place
0 9 41 10 60
Welcome at
reception
0 4 13 43 60
Display of graphics 0 2 30 28 60
Display of
0 0 46 14 60
accessories
80%
70%
60%
50%
40%
30%
20%
10%
0%
Welcome
and
Cleanliness
at entry gate
Axis Title
Observation:
Availability
of parking
place
Chart Title
Welcome at
reception
Display of
graphics
Display of
accessories
Axis Title
Poor
Average
Good
Excellent
From the above information, it is observed that, very less customers have rated fair for
the welcome at reception and parking space and most of the customer have rated good for the
cleanliness and parking space and display of accessories. And the average customer have
rated excellent for the above facilities of the dealer.

8) Have you got to see the variant you were looking for at the display?
(Varients like polo, vento, jetta, passat)
1 Yes 55 100%
2 No 5 0%
Total 60 100%
Observation:
95%
Series 1
Series 1
Yes No
5%
From the above information, it is observed that, 95% of customers are happy with to
see the variant they were looking for whereas 5% of customer were able to see the variant
they were looking for.

9) How will you rate for the availability of variants of polo, vento, jetta andf passat at
Shreekripa automobiles pvt. Ltd.
1 Poor 0 0%
2 Average 7 12%
3 Good 53 88%
4 Excellent 0 0%
Total 60 100%
Observation:
Sales
0%
12%
88%
0%
Poor
Average
Good
Excellent
the availability of variant at dealership and 12% customers given average remark.

10) The literature available at Shreekripa automobiles pvt. Ltd.
STATEMENTS Yes No Total
Available Press material is
updated
60 0 60
Television at dealership is in
working condition
60 0 60
Availability of brochures
and magazines
60 0 60
Availability of business card 60 0 60
Percentage 100% 0% 100%
Chart Title
Yes No
100% 100% 100% 100%
0 0 0 0
Available Press
material is
updated
Observation:
Television at
dealership is in
working condition
Availability of
brochures and
magazines
Availability of
business card
From the above information, it is observed that, 100% of customers are happy with
the literature such as press material, entertainment, brochures, etc available at the dealership.

11) Do you agree with the following statement of services available at Shreekripapvt ltd
STATEMENTS Totally
Agree
Agree Disagree Totally
disagree
Total
Services of housekeeping
is quick
4 56 0 0 60
Availability of customer
and driver lounge is
specious and comfortable
7 52 1 0 60
Availability of
machinery in service
department are upgraded
0 60 0 0 60
Interior color is pleasant
and furnishing also good
0 60 0 0 60
Employees performance
chart is updated
3 57 0 0 60
Services of
housekeeping is
quick
Observation:
Chart Title
Totally Agree Agree Disagree Totally disagree
From the above information, it is observed that, every customer is happy with the
service the dealership.
Availability of
customer and
driver lounge is
specious and
comfortable
Availability of
machinery in
service
department are
upgraded
Interior color is
pleasant and
furnishing also
good
Employees
performance
chart is
updated
7% 11%
0 0 5%
93%
86%
100% 100% 95%
0 0 3% 0 0 0 0 0 0 0

CHAPTER 6:- DATA PRESENTATION,
ANALYSIS AND INTERPRETATION

The data interpretation is based on questionnaire collected by existing customers
Sample size:- 40
1) How will you rate the employees at dealer based on parameters as per your
experience.
The staff is kind and
helpful
0 3 26 11 40
Exhibiting the models is
up to the expectations
0 0 22 18 40
The staff is proficient 0 0 32 8 40
Purchasing car is easy 0 0 38 2 40
The staff is kind and
0 0 34 6 40
helpful
0 0 0 0 0
The staff is kind
and helpful
Observation:
Exhibiting the
models is up to
the
expectations
The staff is
proficient
Purchasing car
is easy
From the above information, it is observed more than 76% of customers have rated
good for the staff at the dealers at the time of purchase of car. 22% of customer have
excellent to the staff.
2) Was the demonstration was given by sales person?
The staff is kind
and helpful
8.00%
0 0 0 0
66.00%
55%
80%
95%
85%
26%
45%
20%
5%
15%
Chart Title
poor average good excellent

1 Yes 40 100%
2 No 0 0%
Total 40 100%
Observation:
100%
demonstration
Yes No
0%
From the above information, it is observed that, all the customer are provide
demonstration by sales person.
3) Did the sales person solve your all queries at the time of demonstration?

1 Not satisfactory 0 0%
2 Partially 6 15%
3 Completely 34 85%
Total 40 100%
0
15%
Not satisfactory Partially Completely
Observation:
From the above information, it is observed that, 85% of customers get their queries
solved and satisfied whereas 15% of customers are partially satisfied.
4) Was test drive offered by the salesperson?
85%
Series 1
Series 1

Scale Frequency Percentage
1 Yes 40 100%
2 No 0 0%
Total 40 100%
Observation:
100
80
60
40
20
0
yess
no
Sales
From the above information, it is observed that, 100% of customers have
opportunities for test drive.
5) How will you rate your experience of demonstration and test drive?
Sales

1 Poor 0 0%
2 Average 16 40%
3 Good 24 60%
4 best 0 0%
Total 40 100%
Observation:
Sales
0%
40%
60%
0%
Poor
Average
Good
best
experience of test drive and for demonstration. And 40% of customer have rated average for
the demonstration.

6) Does Volkswagen finance offered by the sales person?
1 Yes 40 100%
2 No 0 0%
Total 40 100%
100
Observation:
80
60
40
20
0
From the above information, it is observed that, 100% of customers were offered
Volkswagen finance.
yess
no
Sales
Sales

7) If Yes, then how satisfied are you with the information and schemes of VW finance.
1 Not satisfied 0 0%
2 Satisfied 37 92%
3 Extremely satisfied 3 8%
Total 40 100%
Observation:
0%
Sales
92%
8%
Not satisfied
Satisfied
Extremely satisfied
From the above information, it is observed that, 92% of customers are satisfied by the
Volkswagen finance advisors and schemes, 8% of customer are extremely satisfied. And are
offered a good deal for purchasing a new car.

8) How will you rate the delivery process at the dealership?
The car ready as per the
scheduled time
0 0 37 3 40
how was the handover of
document process
0 0 40 0 40
was the car ready with
the accessories you
required
0 0 40 0 40
was the car neat and
clean at the time of test
drive
0 2 38 0 40
how was the delivery
ceremony i.e. pooja
ceremony
0 0 36 4 40
90%
Chart Title
Poor Average Good Excellent
100% 100% 95% 90%
10%
0 0 0 0 0 0 0 5% 0 0
The car ready
as per the
scheduled time
Observation:
0 0 0
how was the
handover of
document
process
was the car
ready with the
accessories you
required
was the car
neat and clean
at the time of
test drive
10%
how was the
delivery
ceremony i.e.
pooja
ceremony
From the above information, it is observed that, 95% of customers have rated good
for the schedule, documentation and cleanliness of the car at the time of delivery. Whereas
the rest 5% of customer have rate excellent and average.

9) Were you introduced the CRM head at the time of delivery of car?
1 Yes 40 100%
2 No 0 0%
Total 40 100%
100
Observation:
80
60
40
20
0
yess
no
Sales
From the above information, it is observed that, every customers was introduced to
Customer Relation Manager (CRM) at the time of delivery of car.
Sales

10) How satisfied were you with the CRM’S instruction about your vehicle.
2 Satisfied 38 95%
Total 40 100%
Observation:
0%
95%
5%
Sales
Not satisfied
Satisfied
Extremely satisfied
From the above information, it is observed that, 95% of customers satisfied and 5%
are extremely satisfied with the information of after sales services, road side assistance and
warranty schemes.

1 1 0 0%
2 2 2 5%
3 3 6 7%
4 4 26 65%
5 5 6 23%
Total 40 100%
0
percentage
percentage
5% 7%
65%
23%
1 2 3 4 5
Observation:
From the above information, it is observed that 5% of customers have rated 2 marks,
7% rated 3 marks, and majority of the customer have rated (i.e. 65%) for overall delivery
process of the dealer.

12) How will you rate the overall delivery process of your car.
2 Satisfied 5 12%
Total 40 100%
Observation:
0%
Sales
12%
88%
Not satisfied
Satisfied
Extremely satisfied
From the above information, it is observed that, 88% of customers are extremely
satisfied from the delivery process of the dealer and 12% of customers are satisfied.

13) Did you receive the congratulation letter after the delivery of the vehicle?
1 Yes 36 90%
2 No 4 10%
Total 40 100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Observation:-
yess
no
Sales
From the above information, it is observed that, 90% of customers have received
congratulation letter within 24 hours of delivery and 10% of customer have not received the
letter.

14) How satisfied are you with the following statement .
STATEMENTS Not
satisfied
satisfied Extremely
satisfied
Total
Received the congratulation
letter after the delivery of
the vehicle
0 40 0 40
3rd day follow up was taken
by SAPL
0 37 3 40
Sales Consultants follow up
after 7 days
0 34 6 40
Follow up by VW for
satisfaction
0 40 0 40
0 0 0 0
Received the
congratulation
letter after the
delivery of the
vehicle
Observation: -
3rd day follow up
was taken by SAPL
Sales Consultants
follow up after 7
days
From the above information, it is observed that, 76% of customers are satisfied after
delivery follow ups taken by the dealer and Volkswagen team.
Follow up by VW
for satisfaction
100% 96%
85%
100%
0 4%
15%
0
Chart Title
Not satisfied satisfied Extremely satisfied

15) Starting from your experience would you say your opinion of the following statement?
STATEMENTS Totally
Disagree
Disagree Agreed Totally
Agreed
Total
The quality of work at the
top level.
0 0 40 0 40
The equipment is at
technical department is of
high level
0 0 34 6 40
The duration of repair is
short
0 0 31 9 40
The cost of repair is
calculated correctly.
0 0 33 7 40
100%
Chart Title
Totally disagree Disagree Agreed Totally agreed
85%
80% 84%
15%
20% 16%
0 0 0
0 0 0 0 0 0
The quality of work
at the top level.
Observation: -
The equipment is at
technical
department is of
high level
The duration of
repair is short
The cost of repair is
calculated
correctly.
From the above information, it is observed that, 70% of customers agreed to the
services provided by the dealer whereas the 30% of customer totally agreed and appreciates
the services of the dealer.

CHAPTER 7:- CONCLUSION AND
SUGGESTIONS

7.1 FINDING
It is observed that:-
 The prospective segment is from the business and premium class.
 The customer highest priority is for the price.
 Customer are highly satisfied with the service which help in customer retention
 Company has created goodwill among the customers which will help them to
recommend car to friends and relatives.
 The dealer needs to educate the sales consultant about every product it offers and the
market scenario and the competition of the competiting brand.

7.2 SUGGESTIONS/ RECOMMENDATIONS:-
After conducting the survey and knowing the market, the researcher has realized that:
 Company should improve/upgrades its employee’s product knowledge, market
situation, and its competitor’s knowledge by giving proper training to employee.
 The Company should not only concentrate on the customer satisfaction but also
the company led to monitor their competitor’s performance in their areas of
operations.
 The Company should make changes according to the other competitors &
according to the customer’s expectations.
 Volkswagen should continue to maintain the standard of the service.
 Volkswagen should focus on the maintenance cost.
 The company continue the loan schemes like fully loaded, EMI maintenance
on cost etc.
 More promotional activities like holding poster, banners, contest, etc.
 The company can come up with small range car.
 Maintenance cost should be maintained according to price strategies
implemented by Competitors.
 The service facility should be provided at other places in the city.

CUSTOMER FEEDBACK
NAME:-
ADD:-
MOBILE NO:-
1) Please rate the following from your own experience. About the employees at the dealer.
STATEMENTS
• Employees uniform from tip to toe
• Employees knowledge
• Meet and greet
• Friendliness of the employees
• Availability of employees at place of
requirement
2) In your opinion sales person's appearance was.
Poor
Average
good
excellent
Very good Good Bad Worst
3) Do you agree with the salesperson’s product knowledge?
Totally disagree Agree Totally agree
4) How satisfied are you with the demonstration provided by salesperson.
Not satisfied Satisfied Extremely satisfied
5) How will you rate salesperson’s responsiveness to meet your needs?
6) How satisfied are with the sales person’s punctuality.
Totally dissatisfied Dissatisfied Satisfied Totally satisfied

7) Do you agree with finance advisor about the information and schemes?
Totally agree Agree Disagree Totally disagree
8) How will you rate visibility of Shreekripa Automobiles pvt. Ltd. /Grade the infrastructure.
9) How will you rate with the following statements?
Statement Poor Average Good Excellent
• Welcome and Cleanliness at entry gate
• Availability of parking place
• Welcome at reception
• Display of graphics
• Display of accessories
10) Have you got to see the variant you were looking for at the display?
Yes No
11) How will you rate the availability of variants at Shreekripa automobiles pvt. Ltd.
12) The literature available at Shreekripa automobiles pvt. Ltd
Yes No
• Available Press material is updated
• Television at dealership is in working condition
• Availability of brochures and magazines
• Availability of business card

.
13) How will you rate the location, parking and ambience at dealer?
14) Do you agree with the following statement of services available at Shreekripa pvt ltd
Statement Totally
Agree
Agree Disagree Totally
disagree
• services of housekeeping is quick
• availability of customer and driver lounge is
specious and comfortable
• availability of machinery in service
department are upgraded
• Interior color is pleasant and furnishing
also good
• Employees performance chart is updated
15) Starting from your experience what changes will you like to do?
………………………………………………………………………………….
………………………………………………………………………………..
Signature

CUSTOMER FEEDBACK
NAME:-
ADD:-
MOBILE NO.:-
CURRENT CAR:-
1) Mode / source of enquiry.
• walk-in
• telephone
• event/road shows
• refences enquiry
• cold calls
• email
• corporate
• DSA/DMA
• exiting VW customer
• VW referrals/ programs
2) How will you rate the employees at dealer based on parameters as per your experience.
Statements Poor Average Good Excellent
• The staff is kind and helpful
• exhibiting the models is up to the
expectations
• The staff is proficient
• Purchasing car is easy

3) Did the demonstration was given sales person.
Yes No
4) Did the sales person solve your all queries at the time of demonstration?
Not satisfactory Partially completely
5) Was test drive offered by the sales consultant?
Yes No
6) How will you rate your experience of demonstration and test drive?
Poor Average Good Best
7) Does VW finance was offered by sales person.
Yes No
8) If Yes, then how satisfied are you with the information and schemes of VW finance.
Statements Poor Average Good Excellent
• The car ready as per the scheduled time
• how was the handover of document
process
• was the car ready with the accessories you
required
• was the car neat and clean at the time of
test drive
• how was the delivery ceremony i.e. pooja
ceremony
Yes No

10) Were you introduced to CRM department at the time of
delivery of your vehicle?
11) How satisfied were you with the CRM’S instruction about your vehicle.
1 2 3 4 5
Grade
13) How will you rate the overall delivery process of your car.
14) Did you receive the congratulation letter after the delivery of the vehicle?
Yes No
15) How satisfied are you with the following statement .
Statement Not
satisfied
Satisfied Extremely
satisfied
• received the
congratulation letter after
the delivery of the vehicle
• 3rd day follow up
was taken by SAPL
• Sales Consultants follow up
after 7 days
• follow up by VW for
satisfaction
16) Starting from your experience would you say your opinion of the following statement?

Statements Totally
Disagree
Disagree Agreed Totally
Agreed
• The quality of work at the top
level.
• The equipment is at technical
department is of high level
• The duration of repair is
short
• The cost of repair is calculated
correctly.
17) From your experience would you like suggest other people buy Volkswagen car from the
dealer.
18) Any suggestion or change would you like to mention
…………………………………………………………………………………….
........................................................................................
Signature
Yes No

SIGNIFICANCE OF EXTENDED 3 P’S WITH REFERENCE TO SHREEKIPA AUTOMOBILES PVT. LTD. NASIK

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SIGNIFICANCE OF EXTENDED 3 P’S WITH REFERENCE TO SHREEKIPA AUTOMOBILES PVT. LTD. NASIK