PART 1

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INTRODUCTION
A Study on the Customer Satisfaction Level at Anamika Motors of Maruti Suzuki Automobiles, In Jorhat
In this world of competition any organization cannot avoid Customers. It has become a necessity for an organization for its survival in any industry so that customer satisfaction plays important role in each and every product life cycle.

Customer satisfaction survey for Maruti Suzuki is the project conducted for Anamika Motors in city of Jorhat. Today Companies are facing toughest competition ever. The intense competition makes the companies to take the necessary steps. To retain their existing customer as well as attract new once. In the environment of advancement of the technology the companies are trying hard to keep the pace with latest development. This survey will help the company to know the customers satisfaction level and feedback of customers at the product in Jorhat. It will also help company to know about the competitors. This will help company to know about wants and expectation of customers. The company can also know if there are any problems faced by the customers in that region. This survey has conducted a geographical area in Jorhat.
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ORGANIZATION PROFILE
Maruti Suzuki India Limited : ( (NSE: MARUTI, BSE: 532500),
commonly referred to as Maruti, is a subsidiary company of Japanese automaker Suzuki Motor Corporation. It has a market share of 37% of the Indian passenger car market as of November 2012.[4] Maruti Suzuki offers a complete range of cars from entry level Maruti 800 and Alto, to hatchback Ritz, A-Star, Swift, Wagon-R, Estillo and sedans DZire, SX4, in the 'C' segment Maruti Eeco, Multi Purpose vehicle Ertiga and Sports Utility vehicle Grand Vitara. It was the first company in India to mass-produce and sell more than a million cars. It is largely credited for having brought in an automobile revolution to India. It is the market leader in India, and on 17 September 2007, Maruti Udyog Limited was renamed as Maruti Suzuki India Limited. The company's headquarters are on Nelson Mandella Rd, New Delhi. I Maruti Suzuki is India and Nepal's leading automobile manufacturer and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The BJP-led government held an initial public offering of 25% of the company in June 2003. As of 10 May 2007, the government of India sold its complete share to Indian financial institutions and no longer has any stake in Maruti Udyog.
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Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time was the only modern car available in India, its only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti Suzuki has produced over 5 Million vehicles. Maruti Suzukis are sold in India and various several other countries, depending upon export orders. Models similar to Maruti Suzukis (but not manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and manufactured in Pakistan and other South Asian countries. The company exports more than 50,000 cars annually and has an extremely large domestic market in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's largest selling compact car ever since it was launched in 1983. More than a million units of this car have been sold worldwide so far. Currently, Maruti Suzuki Alto tops the sales charts but Maruti Suzuki's Swift has taken over this titles by 19000 models in April 2012.The company imports diesel engines for all maruti Suzuki cars from the fiat motors the great Italian company.The German car company Volkswagen has a 19.9% non-controlling shareholding in Suzuki Motor Corporation. Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is commonly used to refer to this compact car model. Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of Delhi. Maruti Suzukis Gurgaon facility has an installed
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capacity of 900,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 550,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 14,50,000 units annually. More than half the cars sold in India are Maruti Suzuki cars. The company is a subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti Suzuki. The rest is owned by public and financial institutions. It is listed on the Bombay Stock Exchange and National Stock Exchange of India. During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all, over six million Maruti Suzuki cars are on Indian roads since the first car was rolled out on 14 December 1983. Maruti Suzuki offers 15 models, Maruti 800, Alto, Maruti Alto 800, WagonR, Estilo, Astar, Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Gypsy, Grand Vitara, Kizashi and the newly launched Ertiga. Swift, Swift DZire, A-star and SX4 are manufactured in Manesar, Grand Vitara and Kizashi are imported from Japan as completely built units(CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant. The company is believed to be moving towards introduction of a new version of Maruti 800 by November 2012, which will be more fuel efficient, though slightly costlier than Alto and existing Maruti 800.[ Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for three decades. Suzukis technical superiority lies in its ability to pack power and performance into a compact, lightweight engine that is clean and fuel efficient. Nearly 75,000 people are employed directly by Maruti
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Suzuki and its partners. It has been rated first in customer satisfaction among all car makers in India from 1999 to 2009 by J D Power Asia Pacific. Maruti Suzuki will be introducing new 800cc model by Diwali in 2012.The model is supposed to be fuel efficient, hence more expensive.

Joint venture related issues

Relationship between the Government of India, under the United Front (India) coalition and Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian media till Suzuki Motor Corporation gained the controlling stake. This highly profitable joint venture that had a near monopolistic trade in the Indian automobile market and the nature of the partnership built up till then was the underlying reason for most issues. The success of the joint venture led Suzuki to increase its equity from 26% to 40% in 1987, and further to 50% in 1992. In 1982 both the venture partners had entered into an agreement to nominate their candidate for the post of Managing Director and every Managing Director will have a tenure of five years. R.C. Bhargava was the initial managing director of the company since the inception of the joint venture. Till today he is regarded as instrumental for the success of Maruti Suzuki. Joining in 1982 he held several key positions in the company before heading the company as Managing Director. Currently he is on the Board of Directors. After completing his five-year tenure, Mr. Bhargava later assumed the office of Part-Time Chairman. The Government nominated Mr. S.S.L.N. Bhaskarudu as the Managing Director on 27 August 1997. Mr. Bhaskarudu had joined Maruti Suzuki in 1983 after spending 21 years in the Public sector
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undertaking Bharat Heavy Electricals Limited as General Manager. In 1987 he was promoted as Chief General Manager. In 1988 he was named Director, Productions and Projects. The next year (1989) he was named Director of Materials and in 1993 he became Joint Managing Director. Suzuki Motor Corporation didn't attend the Annual General Meeting of the Board with the reason of it being called on a short notice. Later Suzuki Motor Corporation went on record to state that Bhaskarudu was "incompetent" and wanted someone else. However, the Ministry of Industries, Government of India refuted the charges. Media stated from the Maruti Suzuki sources that Bhaskarudu was interested to indigenize most of components for the models including gear boxes especially for Maruti 800. Suzuki also felt that Bhaskarudu was a proxy for the Government and would not let it increase its stake in the venture. If Maruti Suzuki would have been able to indigenise gear boxes then Maruti Suzuki would have been able to manufacture all the models without the technical assistance from Suzuki. Till today the issue of localization of gear boxes is highlighted in the press.

Industrial relations
Since its founding in 1983, Maruti Udyog Limited experienced few problems with its labour force. The Indian labour it hired readily accepted Japanese work culture and the modern manufacturing process. In 1997, there was a change in ownership, and Maruti became predominantly government controlled. Shortly thereafter, conflict
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between the United Front Government and Suzuki started. Labour unrest started under management of Indian central government. In 2000, a major industrial relations issue began and employees of Maruti went on an indefinite strike, demanding among other things, major revisions to their wages, incentives and pensions. Employees used slowdown in October 2000, to press a revision to their incentive-linked pay. In parallel, after elections and a new central government led by NDA alliance, India pursued a disinvestments policy. Along with many other government owned companies, the new administration proposed to sell part of its stake in Maruti Suzuki in a public offering. The worker's union opposed this sell-off plan on the grounds that the company will lose a major business advantage of being subsidised by the Government, and the union has better protection while the company remains in control of the government. The standoff between the union and the management continued through 2001. The management refused union demands citing increased competition and lower margins. The central government prevailed and privatized Maruti in 2002. Suzuki became the majority On 18 July 2012, Maruti's Manesar plant was hit by violence as workers at one of its auto factories attacked supervisors and started a fire that killed a company official and injured 100 managers, including two Japanese expatriates. The violent mob also injured nine policemen. The company's General Manager of Human Resources had both arms and legs broken by his attackers, unable to leave the building that was set

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ablaze, and was charred to death. The incident is the worst-ever for Suzuki since the company began operations in India in 1983. Since April 2012, the Manesar union had demanded a three-fold increase in basic salary, a monthly conveyance allowance of 10,000, a laundry allowance of 3,000, a gift with every new car launch, and a house for every worker who wants one or cheaper home loans for those who want to build their own houses. Initial reports claimed wage dispute and a union spokesman alleged the incident may be caste-related. According to the Maruti Suzuki Workers Union a supervisor had abused and made discriminatory comments to a low-caste worker. These claims were denied by the company and the police. The supervisor alleged was found to belong to a tribal heritage and outside of Hindu caste system; further, the numerous workers involved in violence were not affiliated with caste either. Maruti said the unrest began, not over wage discussions, but after the workers' union demanded the reinstatement of a worker who had been suspended for beating a supervisor. The workers owner of Maruti Udyog Limited.

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Latest Model Of Maruti Suzuki

Maruti Swift DZire Tour Petrol Rs. 4,88,000

Maruti SX4 Diesel VDi Rs. 8,15,000

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Maruti SX4 Diesel Rs. 9,11,000

Maruti 800 Rs. 2,07,000 - Rs. 2,44,000

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Maruti A-Star Rs. 3,76,000 - Rs. 4,61,000

Maruti Alto 800 Rs. 2,44,000 - Rs. 3,56,000

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Maruti Alto K10 Rs. 3,17,000 - Rs. 3,65,000

Maruti Eeco Rs. 2,96,000 - Rs. 4,10,000

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Maruti Ertiga Rs. 5,89,000 - Rs. 8,45,000

Maruti Estilo Rs. 3,40,000 - Rs. 4,32,000

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Maruti Grand Vitara Rs. 16,95,000 - Rs. 18,25,000

Maruti Gypsy Rs. 5,63,000 - Rs. 5,83,000

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Maruti Kizashi Rs. 16,50,000 - Rs. 17,50,000

Maruti Omni Rs. 2,38,000 - Rs. 2,47,000

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Maruti Ritz Rs. 4,29,000 - Rs. 6,23,000

Maruti Swift Rs. 4,44,000 - Rs. 6,76,000

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Maruti Swift DZire Rs. 4,81,000 - Rs. 7,34,000

Maruti SX4 Rs. 7,11,000 - Rs. 9,40,000

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Maruti WagonR Rs. 3,50,000 - Rs. 4,37,000

Maruti Alto Rs. 2,43,000 - Rs. 3,42,000

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Maruti Alto (2009) Rs. 2,76,000 - Rs. 3,56,000

Maruti Swift DZire (2011) Rs. 5,96,000 - Rs. 8,01,000

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Maruti Versa (2008) Rs. 3,92,000 - Rs. 5,14,000

Maruti WagonR (2009) Rs. 3,37,000 - Rs. 4,59,000

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About Anamika Motors:

Anamika Motors situated at the outskirt of Jorhat town, is the only service provider for Maruti cars in the multi-dimensional and the heterogeneous market segment in Jorhat town. The organization has been maintaining its brand positioning by beautifully articulated show room to handle the expectations and the problems of the customers. Here are the products that offered and now offering for every segment of the segment profile in this region where Anamika Motors have to play its role. The dealer has been taking up various measures to keep their customers happy and also to acquire new customers. They have been successful in achieving customer satisfaction and also earned several awards for their commendable initiatives towards customer satisfaction.

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OBJECTIVES
1. The main objectives of the study are A deep root level study on the customer satisfaction ,which is maintained through the most effective relationship management method 2. To improve any problem areas in the satisfaction level and good customer care and to suggest effective control measure. 3. To study how the distribution of market demand is maintained and what are the in the areas like placing order , making lot size ,sustain growth rate 4. To identify the channels between dealer and the end user 5. Level of satisfaction in the maintenance standards. 6. To study the different facilities provided by the distributor maintained in Anamika Motors during the marketing of Automobiles.

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SCOPE
The findings of the study can be generalized for Jorhat district because 1. Sampling units selected randomly were unbiased

2. The study covered all segments of customers

The elements of the study were uniformly distributed through various grades of the sales force.

LIMITATIONS
Such studies, involving different aspects concerning a subject, requiring coverage of widely dispersed market suffer from certain limitations. Because of the diversity, the study has to be confined to some selected areas and segments. Time Plays another constraints. Two month is not enough for such a project. Reluctance on the part of the some customers to fill up the questionnaire was one major problem.

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METHODOLOGY
The study design selected for the report is of quantitative type as it is basically intended to provide information and suggestions to help in making decisions.

The present study undertaken was mainly of descriptive type and it attempts to obtain a complete and accurate description of the situation.

SOURCES OF INFORMATION
Primary data for the study were collected from the customers with the help of questionnaire and from the personnel of Anamika Motors.

QUESTIONNAIRE DESIGN
A questionnaire was designed in order to obtain information from the various segments of the public. It contained both open and close ended questions. The questionnaire was structured, consisting of non-disguised questions, the one designed to get the facts. Questions with multiple
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choice, itemized rating scale also included in the questionnaire. Care was also taken about its structure and format.

PILOT SURVEY
A pilot survey was conducted among few selected people and their opinions were sought for modifying the questions.

SAMPLING AND DATA COLLECTION

Random sampling procedure was adopted. People from various segments (like working professionals, businessmen, were selected.

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PART 3

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ANALYSIS AND GRAPHICAL REPRESENTATION

Q1) For how many years you have been dealing with Anamika Motors [Please tick] a) 0 to 1 years b) 1 to 3 years c) 3 to 5 years d) more than 5 years This question is asked to find out the amount of time the customer maintaining the relationship with Anamika Motors. Since study revealed that in the car market, a satisfied customer stays with the company for a longer period of time. And it is found that out of the respondents 60% have been staying more than 5 years

2) When did you first time purchased a car from Anamika Motors? a) 1 years back b) 2 years back c) 3 years back d) 4 years back e) more than four years back This question is the repetition of the first question. Intention was to find out whether the respondents providing the proper answer.

0 to 1 year 20%

1 to 3 year 20%

3 to 5 years 30%

More than 5 yrs 30%

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3) Do you have any car apart from Maruti or did you purchased any car from any other dealer ? Yes ( ) No ( )

If yes when ? Please mention Satisfaction comes from comparision. This question is moulded for that reason. Customers always search for better option, if they find then switch to them. It is revealed that 25% of the respondents had cars from other dealers, but they switched to Anamika.

4) For you what are the factors of choosing a dealer for purchasing a car [ Please tick] a) Want a nearby dealer b) Dealer which is customer oriented. c) Dealer with proper augmentation ( Easy paying system, more after sales service etc ) e) Advice from others. The answers of all respondents as shown in the diagram reveal that all the factors are somehow important for them Want a nearby dealer Dealer which is customer oriented Other facilities Advice from others

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100%

80%

60%

40%

100% 80% 60% 40% 20% 0% Nearby dealer Customer orientation Augmentation Advice of other 3-D Column 1 3-D Column 2 3-D Column 3

5) Do you have more than one car or had any cars earlier Yes ( ) No ( ) If yes, from which dealer you purchased that car. This question is asked to find out the brand loyality of the customer, i.e. how loyal they are towards the service of Anamika. It is revealed that 70 % of the existing customers also purchased their earlier car from Anamika. Earlier Anamika 70% 30% car purchased from Not from Anamika

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Purchased from Anamika Purchased not from Anamika Slice 3 Slice 4

Q6) Did any salesperson meet you before purchasing the car Yes ( ) No ( )

This question is framed to find out whther the respondent spontaneously purchased the car or Whether they are encourage by any sales representative of Anamika 60% said No.

YES NO Slice 3 Slice 4

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Q7) Did you meet any sales representative from any other dealer before purchasing this car? Yes ( ) No ( ) If yes, Why did you then choose Anamika for purchasing the car ? This one is a very important one, since it is framed to find out the brand equity of Anamika Motors in this area. 40% of the respondent revealed that some sales representatives from other companies also proposed them to purchase car from their dealers. They choose Anamika because of the image and the popularity of Anamika Motors in this area. 50% purchased from Anamika because of their own knowledge and information, 40% because they were advised by friends and relatives and 10 % decided after their visit to Anamika show room.

After show room visit Advised by other By own 0% 10% 20% 30% 40% 50%

3-D Bar 3 3-D Bar 2 3-D Bar 1

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8) Do you think that Anamika Motors has been keeping the promises which were made before selling the car ? Are you satisfied with those [Please tick] a) Very satisfied b) Satisfied c) Somehow satisfied d) Not satisfied d) very much dissatisfied. The responses to the question as depicted in the diagram reveal that 10% of the respondent are very satisfied, 50% are satisfied, 30% are somehow satisfied and 10% are not satisfied. Most of the unsatisfied respondents are basically from rural areas i.e. way from Anamika servicing centre.

Very satisfied Satisfied Somehow satisfied Dissatisfied

9) Are you happy with the EMI i.e. the installment payment system of the company a) Very happy b) Happy c) Somehow happy d) Unhappy. Availing loan/installment facility is very essential for purchasing cars, and it should be flexible And should not be cumbersome. Most of the companies use it as unique selling proposition(USP).
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The responses to this question is shown in the chart and the graph below Happy 40 Somehow happy 30 Not happy 30

Happy Somehow happy Unhappy Slice 4

Some people are not happy because find the procedure very cumbersome.

10) Nowadays customers are facing a big problem, the problem of time. Do you think Anamika Motors uses customers input to mould the procedures, systems and to drive the business Please Mention This question is framed to find out the effectiveness of Anamika Motors in dealing with problems, because customers always dislike time
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consuming processes. They dislike standing in big queues to solve their problems also when their cars are in servicing depertment. This is the point where dissatisfaction starts and for 80% respondents it happens in case of servicing.

11) Do you think the company maintains the core value of business that Customer is king Yes ( ) No ( )

Since market has been changing from sellers market to buyers market, there are lots of options around. For 90% respondent the environment and behavior for the customer in Anamika show room is very good.

12) Are you satisfied with the after sale services of Anamika Motors a) Very satisfied b) Satisfied c) Somehow satisfied d) Not satisfied d) Very much dissatisfied.

13 Please provide few information about yourself a) Your age [Please tick] 18 25 years, 25 30 years, 30 35 years, 35 45 years, above 45 yrs b) Your monthly income 10000 15000, 15000 20000, 20000 30000, more than 30000
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c) You are belongs to Urban/Sub urban/Rural area. d) Your profession: Service holder/Business

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PART 4

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Questionnaire
A study/research was undertaken to ascertain the Customer satisfaction level at Anamika Motors of Maruti Suzuki Automobiles in Jorhat. Following is the questionnaire that was designed for the study. Please go over this and answer the following questions. The questionnaire is solely an academic exercise, so please feel free to give us the information.

Q1) For how many years you have been dealing with Anamika Motors [Please tick] a) 0 to 1 years b) 1 to 3 years c) 3 to 5 years d) more than 5 years

2) when did you first time purchased a car from Anamika Motors? a) 1 years back b) 2 years back c) 3 years back d) 4 years back more than four years back e)

3) Do you have any car apart from Maruti or did you purchased any car from any other dealer ? Yes ( ) No ( )

If yes when ? Please mention

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4) For you what are the factors of choosing a dealer for purchasing a car [ Please tick] a) Want a nearby dealer b) Dealer which is customer oriented. c) Dealer with proper augmentation ( Easy paying system, more after sales service etc ) e) Any other/s [Please mention] .

5) Do you have more than one car or had any cars earlier Yes ( ) No ( ) If yes, from which dealer you purchased that car.

Q6) Did any salesperson meet you before purchasing the car Yes ( ) No ( )

Q7) Did you meet any sales representative from any other dealer before purchasing this car? Yes ( ) No ( ) If yes, Why did you then choose Anamika for purchasing the car ?

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8) Do you think that Anamika Motors has been keeping the promises which were made before selling the car ? Are you satisfied with those [Please tick] a) Very satisfied b) Satisfied c) Somehow satisfied d) Not satisfied d) very much dissatisfied.

9) Are you happy with the EMI i.e. the installment payment system of the company a) Very happy b) Happy c) Somehow happy d) Unhappy.

10) Nowadays customers are facing a big problem, the problem of time. Do you think Anamika Motors uses customers input to mould the procedures, systems and to drive the business Please Mention

11) Do you think the company maintains the core value of business that Customer is king Yes ( ) No ( )

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12) Are you satisfied with the after sale services of Anamika Motors a) Very satisfied b) Satisfied c) Somehow satisfied d) Not satisfied d) Very much dissatisfied.

13 Please provide few information about yourself a) Your age [Please tick] 18 25 years, 25 30 years, 30 35 years, 35 45 years, above 45 yrs b) Your monthly income 10000 15000, 15000 20000, 20000 30000, more than 30000 c) You are belongs to Urban/Sub urban/Rural area. d) Your profession: Service holder/Business

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PART 5

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VARIOUS FINDINGS
Form the analysis of the questionnaires it is found that, within limitations Anamika Motors in Jorhat has an effective and customized plan to handle their customers, which make some customers die hard loyal.

Since the disposable income of the people in upper assam has been increasing, with that the selling of cars. So Anamika Motors has to handle huge customers. Moreover the profile of the customers are extremely heterogeneous. But apart from few, customers are satisfied with the service of Anamika Motors.

A satisfied customer becomes a non paid sales person for a company. Also research revealed that in car market a satisfied customer stays with the company for a longer period of time and becomes loyal. This study revealed that for Anamika Motors many customers are there who are loyal to Anamika and has purchased more than one car from Anamika Motors. So they must be satisfied customers.

Morning shows the day, and for a customer it happens when he or she first time visits the show room of Anamika. They get a very healthy treatment from the people working in the show room.

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The mode of payment for purchasing a car is crystal clear. Its an official procedure, has to follow certain rules so somehow time consuming.

Anamika Motors provide two free after sale services. The problem now is that with increasing sale of cars the servicing centre find it difficult th handle the traffic. But that is quite obvious and observable so most of the customers are not that dissatisfied for some sort of a delay.

The rapid growth of car selling also revealed the the market is accepting Anamika Motors as a better service provider.

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RECOMMENDATIONS
Anamika Motors has to handle a very heterogeneous group of customers. Some customers are educated rich, some are uneducated rich, some may be politicians, may be bureaucrats, may be from rural area, may be from urban area, may be positive mined may be negative, so handling such different people require proper skills. So Anamika Motors should be very different in their recruitment process. Sometime some employees in the workshop defies the customers. So training should not be only to provide them technical skills but also should be for gathering conceptual skills.

Some customers dont understand properly the basic rules of getting a loan or basic things of payment in the installment system. They make it a mesh of it and ultimately blame the company. So everything should be disclosed very cleanly for those who are not educated.

Hidden advantages for the powerful, like politicians, bureaucrats should be stopped.

Since no of car selling is increasing, Anamika Motors should open another servicing centre or they should open night shifts for servicing of cars to avoid huge load.

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BIBLIOGRAPHY

Kotler.P: Marketing Management : Tata McGraw Hill 2005; 780 pp

Sengupta.S: Brand Positioning : Tata McGraw Hill 2007 :484 pp

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