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CHAPTER -1
I NTRODUCTI ON










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Introduction
The most basic concept underlying marketing is that of human needs. The task of any business is to
deliver customer value at a profit. In a hypercompetitive economy with increasingly rational buyers faced with
abundant choice, a company can win only by fine tuning the value delivery process and choosing, providing,
and communicating superior value. Consumers need and wants are fulfilled through a marketing offer-some
combination of products, services, information, or experiences offered to a market to satisfy a need or want.
Marketing offers are not limited to physical products. They also included services, activities or benefit offered
for sale that are essentially intangible and do not result in the ownership of anything.
Services have been studied extensively since 1980s. The idea of linking service value and customer
satisfaction has existed for a long time. Customer satisfaction has been studied and recognized as an important
factor in the management literature for the past few decades. Studies indicate that there are links among
customer satisfaction, customer loyalty, and profitability. During recent years, there have been studies that
have established mechanisms that attempt to link customer satisfaction and customer loyalty. Many studies
additionally attempt to establish connections between service quality, customer satisfaction, customer loyalty,
and profitability. Many organizations spend millions of dollars annually on marketing research because it can
be used for various purposes. Marketing researcher can help an organization improve the quality of its
customer service, identify new service opportunities and gain a competitive edge over competitors. Service
organization can use different approaches to conduct market research.
Customer Satisfaction
In general, satisfaction is a persons feeling of pleasure of disappointment resulting from comparing a
products perceived performance (or outcome) in relation to his or her expectation. Whether the buyer is
satisfied after purchase depends on the offers performance in relation to the buyer expectations. If the
performance falls short of expectations, the customer is dissatisfied. If the performance matches the
expectations, the customer is satisfied. If the performance exceeds the expectations, the customer is highly
satisfied or delighted.
Developing a customer satisfaction program is not just about carrying out a survey. Surveys provide the
reading that shows where attention is required but in many respects, this is the easy part. Very often, major long
lasting improvements need a fundamental transformation in the company, probably involving training of the
staff, possibly involving cultural change, the result should be financially beneficially with less customer churn,
higher market shares premium prices, stronger brands and reputation, and happier staff. However, there is a
price to pay for these improvements. Costs will be incurred in the market research survey. Time will be spent
working out an action plan. Training may well be required to improve the customer service. The implications of

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customer satisfaction surveys go far beyond the survey itself and will only be successful if fully supported by
the echelons of senior management.
Customer satisfaction surveys are often just that surveys of customers without consideration of the
views of lost or potential customers. Lapsed customers may have stories to tell about service issues while
potential customers are a good source of benchmark data on the competition. If a survey is to embrace non-
customers, the compilation of the sample frame is even more difficult. The quality of these sample frames
influences the result more than any other factor since they are usually outside the researchers control. The
questionnaire design and interpretation are within the control of the researchers and these are subject where they
will have considerable experience.
Although the customer-centered from seeks to create high customer satisfaction, that is not its ultimate
goal. If the company increases customer satisfaction by lowering its price or increasing its services, the result
may be lower profits. The company might be able to increase its profitability by mean other than increased
satisfaction ( for example, by improving manufacturing processes or investing more in R & D). Spending more
to increase customer satisfaction might divert funds from increasing the satisfaction of other partner.
Ultimately, the company must operate on the philosophy that it is trying to deliver a high level of customer
satisfaction subject to delivering acceptable levels of satisfaction to the other stakeholders, given its total
resources.
Marketers must be careful to set the right level of expectations. If they set expectations too low, they
may satisfy those who buy but fail to attract enough buyers. If they raise expectations too high, buyers will be
disappointed. Customer value and customer satisfaction are key building blocks for developing and customer
relationship. Many marketers go beyond merely meeting the expectations of customers they aim to delight the
customers
Customer satisfaction is doing what our customer expects- in a sense, being adequate. Most organization
provides adequate service. The do precisely what they say they are going to do not less and, usually, no more. In
most of the cases, customer doesnt talk about bad products or services. Instead, they tell anyone who will listen
about really bad service or really delightful service. Customer delight goes beyond satisfaction. It ensures that
each contact with our customers reinforces their belief that our organization is truly special. The best at what we
do. Companies with satisfied customers have good opportunity to convert them into loyal customers, who
purchase from those firms over an extended period.
Understanding Customer Requirements
A major challenge for service providers lies in assessing customer expectations, which are known to
change constantly. Customer satisfaction is dependent on the extent to which the service provider is able to
meet customer expectation. The satisfaction levels of customers change when either of the two takes place

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there is change in customer expectations or in the performance of the service provider. Performance of the
service provider is within his own control. Therefore, service providers should watch out for changes in the
satisfaction levels of customers and respond to the changes accordingly. If there is an increase in customer
satisfaction, Companies should make efforts to find out what it is that they are doing right and continue to do it.
Conversely , if there is decrease in customer satisfaction, companies should try to identify the faults in the
system and rectify them.
Customer satisfaction also depends on their perception of a service providers performance. How service
providers perceive their own performance may differ from how customers perceive it. Customer dissatisfaction
occurs when there is a difference between what the customer desires and the service provider delivers.
Customer Expectations
Customer expectations play a key role in companys success and have a deeper meaning in service
marketing than being more requirements of a customer. They may also involve customers predictions of what
will happen in a service encounter or what the customers desire to happen. Customer expectations are based on
customers experience with the product or service feedback received from friends, colleagues, and relatives; or
may be based on their present needs. At the same time, service organizations cannot offer a completely
standardized service as some customer prefer a customized service offering to suit their needs?
Types of Service Expectations
To deliver quality service, it is essential to understand customer expectations. To assess the quality of
service, customer compares their expectations with their perception of service providers performance. If
service providers want to gain customers loyalty, they should constantly meet customers expectations by
performing consistently. Wrong interpretation of customers expectations will cost the service provider heavily.
Therefore, service providers should take due care to minimize lapses in meeting customer expectations.
Customer expectations of service can be two types: desired and adequate
Desired Service: It is defined as the service that a customer desires and hopes to receive. In other words, the
desired service expectations of a customer are a combination of what he/ she feels that a service provider can
offer and should offer. Customers are delighted when service performance exceeds their desired service
expectation. Desired service expectations of a customer increase when the customer is experienced and has
good knowledge of what to expect in the service.

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However, it is always happen that the desired service expectations of a customer are met or exceeded by
the service delivered by service provider. Often, customer has to compromise on their service expectations and
accept an adequate level of service, which is slightly lower than the desired level.
Adequate service: Adequate service is a minimal level of service that a customer is willing to accept from a
service provider and is based on the customer perception of what level of service acceptable to him. Customers
are dissatisfied if the service provided by a service provider does not meet the adequate service level
expectations
Predicted Service: It is the service level between the desired and adequate service level of a customer and lies
in the zone of tolerance.
Zone of tolerance: It is the gap between a customers desired service expectations and the adequate service
received. This zone varies for each customer and for the same customer it differs in different situations.
Customer Perception
Perception is the process of making a meaningful picture by selectively organizing a set of stimuli. In
the marketing of services, perception can be defined as a customers judgment about the service experience and
pertains to the aspects of value of service delivery, service quality and customer satisfaction. Perceptions
change over time, differ from person to person, and from one culture to another.
Importance of prompt service
Time plays an important role in the service sector. A customer does not wait beyond a certain period of
time for a service to be delivered. If a service provider exceeds a certain time limit, the customer feels
dissatisfied and looks for another service provider. However, the tolerance limits also tend to vary depending on
the type of service.
Customer Service Satisfaction
Customer service satisfaction research has become an intricate part of the customer service strategy for
virtually all large and many medium sized companies. Where customer service satisfaction questions were once
appended to a companys more general customer satisfaction program, they have became independently
executed and funded programs dedicated exclusively to achieving quality customer service. Often referred to as
interaction or transaction satisfaction surveys, customer service satisfaction programs differ from general
satisfaction surveys in structure and design, for example, by mapping to a specific experience and reporting
results down to the store/ call center/ employee level.

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Even though there are many studies in the area of services, after sales services and after sales activities
generally have represent an overlooked area of the management literature and only a few researchers have paid
attention on it. For the most part, issues related to after sales activities and after sales services have been given
only partial attention in those studies. Nevertheless, the importance of after sales service can be significant to
customer satisfaction, particularly in the business-to business environment, if the customers capital expenditure
on the equipment is significant. It is expected that the importance of well-managed services in after sales phase.
i.e., care phase will increase, particularly in environments where high capital investments are required and such
investments are made over longer periods of time.
Managing Service Quality
One of the major ways a service firm can offer differentiate itself is by delivering consistently higher
quality than its competitors do. Like manufactures before them, most service industries have now joined the
customer driven quality movement. And like product marketers, service providers need to identify what target
customers expect concerning service quality. Unfortunately, service quality is harder to define and judge than is
product quality. Customer retention is perhaps the best measure of quality- a service firms ability to hang on to
its customers depending on how consistently it delivers value to them.
Unlike product manufactures who can adjust their machinery and inputs, until everything is perfect,
service quality is always vary, depending on the interaction between employees and customers. As hard as they
try even the best companies will have an occasional late delivery, burned steak, or grumpy employees.
However, good service recovery can turn angry customers into loyal ones.

Measuring Service Quality
The intangible and perishable nature of services makes it difficult for organizations to measure their
quality, identify the loopholes and take necessary steps to improve the quality. Service organizations therefore
evaluate certain components of a service to determine its quality. According to Gronroos, any service has two
important components- functional and technical
Functional: This component involves interactions between the customer and the service personnel.
Technical: This component refers to the output of the service operation. The technical component of service is
easier to evaluate then functional component.
Strategies for improving service quality

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It is not too difficult for companies to improve service quality. What is required is that right strategy to
do it and the commitment by all members of the organization. The following are some of the strategies that
should be followed by service organizations to enhance the quality of service offered to customers.
A service provider should aim at achieving zero defects or error free service. This can be achieved by
having a management that believes in 100% perfection, providing the necessary infrastructure that
facilities error free service, and by testing and retesting service processes at various stages to eliminate
any loopholes. This will also help them improve continuously to set and achieve new standards
Internal communication promotes better understanding among employees of each others task and
responsibilities, and the difficulty involved, and enhances cooperation and coordination which
eventually results in better service to customers. Also, organizations should be equipped with modern
training equipment and techniques to simulate real work environment and train employees to deliver
quality services.
Service providers should always test a service prior to launching it in the market place
Sometimes, service providers fail to deliver the service despite all the precautions they take to prevent a
failure. At such times, customers perception of service quality depends on the service providers ability
to resolve the problem immediately. To enable effective service recovery and regain customers
confidence, service providers should train employees in recovery techniques and empower them to
resolve the problem immediately.
Customer does not expect service providers to fulfill all their requirements but only that they deliver what
they have promised. They want to get a fair deal for the price they pay for the service. Customer service
expectations can be measured along five dimension of service quality: assurance, empathy, reliability,
responsiveness and service tangible. Expect for the dimension of reliability, which is associated with the service
outcome, all other dimensions associated with the service process.
Some Additional General customer service satisfaction dimensions and factors
Overall customer service
Helpfulness
Friendliness
Support staff that solves problems quickly
Provides poor support
Very talented professionals
All the necessary resources to service you

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A very valuable service resource
Competent
Unprofessional
People that are easy to deal with
Dishonest
Support staff which gives you a hard time
Staff which is interest in your comments and suggestions
Phone calls returned quickly
People answering the phone are polite
People on the answering the phone are cheerful
Knowledgeable operators
Listening to the customer
Attentive to customer complaints
Close to its customers
Unwilling to go to the extra mile for its customers
Ignores customer suggestions
Impossible to get satisfaction unless you go to the top
In tune with the needs of its clients
Prompt in dealing with customer complaints
Efficient
Easy to get information on the phone
Poor customer phone support
People who answer the phone have clear, easy to hear voices
It takes a long time to reach the right person on the phone
You are often put on hold for a long time
Telephone support personal who do not seem to have time for you
Attention to detail
Helpfulness
Available support offerings fir your needs
Phone support quality overall
Ease of gaining access to support
Time to reach technical personnel
Effectiveness of answers/ workarounds

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Access to technical support




1.1REVIEW OF LITERATURE
CUSTOMER SATISFACTION A BRIEF OVERVIEW
Satisfaction is the level of a persons felt state resulting from the companys products performance
(outcome) in reelection to the persons expectations. As the definition makes clear satisfaction is a function of
perceived performance and expectations. If the performance falls short of expectations, the customer is
dissatisfied. If the performance matches exceeds expectations the customer is highly satisfied or delighted.
Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to
switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. High
satisfaction of delight creates an emotional affinity with the brand. Its just rational preference. The result is
high customer loyalty.
Customers expectations are influenced by their past buying experience, friends and associates advice,
and marketers and competitions, information and promises. If marketers raise the expectation too high the buyer
is likely to be disappointed. In addition to tracking their customers expectation, perceived company
performance and customer satisfaction, companies need to monitor their competitor performance as well.
For customer centered companies, customer satisfaction is both a goal and a marketing tool. Companies
that achieve high customer satisfaction ratings make sure that their forget market knows it.
Marsha Peter (2OO2) examines temporal changes in post-purchase product satisfaction for a durable
goods purchase. Involvement and satisfaction variables were measured in a cross-sectional and a
longitudinal study of car owners. Overall, consumers with high product involvement showed slightly
greater satisfaction with their cars than low-involvement consumers over the term of ownership.
However, in the 2-month period after purchase, consumers with high product involvement showed a
decline in satisfaction, whereas low-involvement consumers' satisfaction increased. The role of

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disconfirmation in these changes was investigated. Benefits and problems disconfirmation were found
to make independent contributions to satisfaction judgments, and the strength and form of
contribution varied with product involvement. These findings suggest that benefits and problems
disconfirmation need to be measured separately in satisfaction research.
Diane Halstead (1993) studied the Focuses on a group of unsatisfied car owners. Examines the roles of
the car warranty and the post-purchase service received during the complaint process in terms of their
effects on customers' satisfaction with complaint resolution. Presents some suggestions for customer
service policies, complaint handling procedures, and warranty fulfillment service.
Richard Oliver (2000) Response determinants in satisfaction judgment, examines that the effects of five
determinants of satisfaction are tested as well as individual differences in satisfaction formation.
Manipulations of attribution, expectancy, performance, disconfirmation, and equity are written into stock
market trading scenarios in a full factorial design. Results show that all main effects and four ordinal two-way
interactions are significant. Then, an individual-level analysis is performed on the repeated measures data.
Three clusters of subjects sharing similar response tendencies (disconfirmation, performance, and equity) are
identified and related to investment attitudes, outcome attitudes, and demographics. No consistent
relationships are discovered, suggesting that the response differences reflect deeper behavioral tendencies.
Implications of this approach for satisfaction paradigms, satisfaction theory, and individual satisfaction
response orientations are presented
TOOLS FOR TRACKING AND MEASURING CUSTOMER SATISFACTION
Complainant and Suggestion System:-
A customer centered organization makes it easy for its customers to deliver suggestions and complaints.
Many are restaurants and hotels provide forms for guests to report their likes and dislikes. A hospital could
place suggestion in the corridors, supply comment cards to existing patients, and here a patient advocate to
handle patient grievances. Some customer centered companies Procter & gamble, General Electricals,
Whirlpool establish customer hot lines with toll free 800 suggestions, or complaints. These information flows
provide these companies with many good ideas and enable them to act more rapidly to resolve problems.
Customer Satisfaction surveys:

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Studies show that while customers are dissatisfied with one out of every four purchases, less than 5% of
dissatisfied customer wills complaint. Most customers will busy less or switch suppliers rather than complaint.
Therefore companies cannot use complaints levels as a measure of customer satisfaction by conducting periodic
surveys. They send questionnaire or make telephone calls to a random sample of their recent customers and ask
if they were very satisfied, satisfied, indifferent, somewhat dissatisfied or very dissatisfied with various aspects
of the companys performance. They also solicit buyers views on their competitors performance
While collecting customer satisfaction data, it is also useful to ask additional questions to measure the
customers repurchase intentions; this will normally be high, if the customers satisfaction is high, it is also
useful to measure the customers likelihood or willingness to recommend the company and brand to other
person. A high positive word-of-mouth score indicates that the company is producing high customer
satisfaction.
Ghost Shopping:
Companies can hire people to pose as potential buyers to report on strong and weak points
experienced in buying the companys and competitors products. These shoppers can even test the companys
sales personnel handle various situations.
Lost Customer Analysis:
Companies should contact customers who have stopped buying or who have switched to another supplier
to learn why this happened.
Focus Groups:
Focus groups can be held on an informal or formal basis. On an informal basis, consider having a group of
users meet for coffee or lunch to discuss their satisfaction with services being evaluated. On a more formal
basis, a facilitator with experience in leading focus groups can work with personnel to plan questions and
activities to elicit perception of value and satisfaction from Participants




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CUSTOMER SATISFACTION SURVEYS HELP TO:
1. Improve customer, client, or employee loyalty.
2. React quickly to changes in the market.
3. Identify and capitalize on opportunities.
4. Beat the competition.
5. Retain or gain market share.
6. Increase revenue.
7. Reduce costs.
Post sales follow up
PSFs are done in order to get the first hand feedback form the customer about the experience that they had
during the sales and delivery process.
The first PSF is done within the 72 hours of delivery and the voice or exact wordings of the customer are
recorded. The next PSF call is made after 15 days after the vehicle is delivered. The feedback form system is a
very important tool to obtain customers feedback on the experience that the customer had during the
purchase of his/her car.
Steps followed after receiving customer complaint:
Firstly customer acre manager gives a control number to all complaints received and records the same in the
customer complaints control register.

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Then customer manager gets in touch with the customer over the phone and expresses regret on the
inconvenience faced by the customer
Immediate action is taken to ensure that the customer complaint is resolved and writes a letter of apology
The customer care manager along with the concerned DSE, then visits the customer, hands over the letter and
takes satisfaction note from the customer
Then he sends a copy of the letter and the satisfaction note to MARUTI SUZUKI Ltd. And also files a copy of the
same in the customer complaints register/file.
Then the CCM discusses the customer complaints in the weekly meeting with the general manager on SSI with
the entire showroom staff. Necessary counter measures are taken to ensure that such complaints are not
repeated in future.
All sales staff and managers review customer care activities on daily, weekly and monthly basis. The SSI review
meet is conducted regularly.











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CHAPTER 2
INDUSTRY PROFILE







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HISTORY OF AUTOMOBILE INDUSTRY
The history of the automobile actually began about 4100 years ago when the first wheel was used to
transportation in India. In the early 15th century Portuguese arrived in china and the interaction of the two
culture leaded to variety of new technologies including the creation of a wheel . By the 1600s small steam
powered engine models had been developed but it was another century before a full sized engine powered
vehicle was created. In 1769 French Army Officer captain Nicolas joseph Cugsnot built what has been called
the first automobile cugnots parel wheeler steam powered vehicle carried four person. Designed to move
artillery pieces. It has a top speed of a title more than 3.2km/h and had a stop every 20 minutes to build up a
fresh head of steam. As easily in 1801 successful but very heavy steam automobile type introduced in England
laws barred them from public road and forced their owners to run them like train or private tracks their owners
to run them like train or private tracks in 1802 a steam powered coach designed by British Engineer. RichardT
rethvick journed more than 160km from corn wall to London . Steam powered caught the attention of other
vehicle builders. In 1804, American inventor Oliver Evans built a steam powered car in 1828.
British inventor a valter Handcock build a series of steam carriages in the mid 1830s thus were used for
the first omnibus service in London. By the mid1800s England had an extensive network of coach line. Horse-
drawn stage coach companies and the new rail road companies pressured the British parliament to approve
heavy its on steam-powered road vehicles. The tolls quickly drove a steam quickly drove a steam coach
operators out of business. During the early 20
th
century steam cars were popular in the United states. Most
famous was the Stanley steamer, built by American Twin brothers Freelan and Francis Stanley. A Stanley
steamer established a world land speed record in 1906 of 205.44 km /h. Manufactures produced about 125
models of steam powered automobiles, including the Stanley until 1932.The first successful self propelled road
vehicle was a steam automobile invented in 1770 by the French engineer Nicolas Joseph Cugsnot.
INDIAN CAR INDUSTRY CURRENT SCENARIO

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India car industry reported the best ever March, with 281.831 registrations, the highest ever single
month in India. Now the first quarter closed at 784.622, the best ever quarter for this market. With this
volume India closed the quarter in 5th position (behind China, USA, Japan and Germany) just 12.000 units over
Brazil. The Indian market is traditionally a "small cars market" with 85% of car sold smaller than 3.8 meters. It
is dominated by local producer Maruti, owner by the Japanese Suzuki and by Tata and Mahindra. Moreover is
the country where the Korean Hyundai is able to perform better than any other, achieving one of best share of
market achieved outside of its boundaries. In spite almost all global players are present in the market; it is still
heavily concentrated in the hands of Top 4 brands. During full year 2011, 77% of volume was achieved by
Maruti, Hyundai, Tata and Mahindra. However, Maruti dominated with a share around 40 percent (it was
38.8% in full year 2011).
After several months of uncertain trend with consumer demand depressed by high interest rate and
increasing fuel cost, the start of the 2012 calendar year was finally positive.
Moreover, the customer orders portfolio increased considerably in last quarter, due to the diesel engines huge
demand (now Diesel is over 50% of total engine's mix) and the short supply of all small cars diesel versions (4-6
months of waiting list for Maruti and Hyundai).In the first quarter 2012, Maruti achieved 40.8% market share,
followed by Hyundai at 13.9 (2.2 down on full year 2011) and Tata at 13.6 (0.8 up).
In the table below, Top 10 Brands volumes in the first months of 2012:
Rank Brand Jan Feb Mar Ytd March
1 Maruti 100.807 107.409 112.263 320.479
2 Hyundai 33.756 36.658 38.883 109.297
3 Tata 34.669 34.832 37.101 106.602
4 Mahindra 19.325 19.972 22.236 61.533
5 Toyota 17.394 16.640 18.199 52.233
6 Chevrolet 7.905 8.490 10.293 26.688
7 Ford 8.919 7.935 8.637 25.491

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8 Honda 1.503 8.098 10.275 19.876
9 Volkswagen 5.402 6.013 7.848 19.263
10 Nissan 3.710 4.396 3.348 11.454



In the table below, the Top 10 Brands share ranking in the first months 2012:
Rank Brand Jan Feb Mar Ytd March FY 2011 FY 2010
1 Maruti 41,5% 41,3% 39,8% 40,8% 38,8% 43,9%
2 Hyundai 13,9% 14,1% 13,8% 13,9% 16,1% 16,2%
3 Tata 14,3% 13,4% 13,2% 13,6% 12,8% 13,2%
4 Mahindra 8,0% 7,7% 7,9% 7,8% 9,2% 9,8%
5 Toyota 7,2% 6,4% 6,5% 6,7% 5,9% 3,4%
6 Chevrolet 3,3% 3,3% 3,7% 3,4% 4,7% 4,5%
7 Ford 3,7% 3,1% 3,1% 3,2% 4,2% 3,4%
8 Honda 0,6% 3,1% 3,6% 2,5% 2,0% 2,2%
9 Volkswagen 2,2% 2,3% 2,8% 2,5% 3,2% 1,3%
10 Nissan 1,5% 1,7% 1,2% 1,5% 0,9% 0,3%


Four Maruti models in the Top 4 market positions: Alto, Swift, Wagon R and Dzire. Hyundai i10, dropped from
3rd position achieved in 2011 at 6th, mainly due to diesel shortage. Great performance in this quarter has

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been achieved by Hyundai Eon (6th from 26th last year), Nissan Sunny (25th from 52nd) and Honda Brio (27th
from 62nd).





In the table below the Top 30 models ranking:
Rank Model YTD March Share Jan Feb Mar
2011
Ranking
1 Maruti Alto 101.119 12,9% 32.965 32.909 35.245 1
2 Maruti Swift 60.016 7,6% 18.756 20.739 20.521 4
3 Maruti Wagon R 42.377 5,4% 14.888 12.900 14.589 2
4 Maruti Dzire 40.156 5,1% 8.637 15.068 16.451 6
5
Tata
Indica/Vista
33.378 4,3% 11.534 10.424 11.420 5
6 Hyundai i10 31.225 4,0% 10.744 10.324 10.157 3
7 Hyundai Eon 30.324 3,9% 7.344 10.480 12.500 26
8
Mahindra
Bolero
28.259 3,6% 9.338 8.843 10.078 7
9 Tata Nano 27.415 3,5% 7.723 9.217 10.475 13
10
Tata
26.162 3,3% 9.272 8.595 8.295 10

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Indigo/Manza
11 Maruti Omni 22.527 2,9% 7.668 7.641 7.218 8
12 Ford Figo 21.127 2,7% 7.508 6.546 7.073 12
13 Toyota Innova 19.830 2,5% 6.794 6.271 6.765 16
14 Maruti Ritz 17.385 2,2% 5.212 5.782 6.391 14
15 Hyundai i20 17.147 2,2% 6.068 4.844 6.235 9
16 Hyundai Santro 16.109 2,1% 4.826 5.924 5.359 11
17 Maruti Eeco 15.653 2,0% 4.771 5.664 5.218 15
18 Chevrolet Beat 14.712 1,9% 4.416 4.675 5.621 18
19 Toyota Etios 14.538 1,9% 4.844 4.590 5.104 19
20 Hyundai Verna 12.949 1,7% 4.311 4.506 4.132 20
21
Mahindra
Scorpio
12.675 1,6% 4.309 3.972 4.394 17
22
Toyota Etios
Liva
11.501 1,5% 4.030 3.437 4.034 32
23 Honda City 11.475 1,5% 1.503 6.052 3.920 22
24 VW Polo 11.038 1,4% 3.259 3.839 3.940 21
25 Nissan Sunny 10.499 1,3% 3.218 3.130 4.151 52
26 Tata Sumo 10.450 1,3% 3.453 3.366 3.631 28
27 Honda Brio 8.401 1,1% 0 2.046 6.355 62
28 VW Vento 8.225 1,0% 2.143 2.174 3.908 23

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29
Mahindra
XUV500
8.211 1,0% 2.286 2.729 3.196 46
30 Mahindra Xylo 7.464 1,0% 1.863 2.796 2.805 25





2.1 ABOUT MARUTI SUZUKI
In 1981, when there were basically only 2 car models running on the Indian roads :Ambassador and
premier Padmini, a fledgeling company was setup that had a stake from the Indian government and a small
Japanese manufacturer in those days. With the setting up of this indigeneous company gave the birth to the
Automobile revolution in India. The company that made history year after year since its first model known as
the 800, Maruti has defined the modern Indian automotive industry.
The History:
Maruti Company named after the son of Hanuman- Marut- the GOD of the Wind, has truly created a
sandstorm in the Indian Automotive world after its inception in 1981. Initially supported by late Sanjay Gandhi,
son of the late Prime minister, Indira Gandhi and borrowing the Japanese technology from its parent Suzuki
motors ,Maruti Udyog started manufacturing cars from 1983, Since then Maruti has overtook every rival and
has been the leader of the car manufacturing in India in terms of production, revenues and profits.
With over 15 models ranging from the Grand Vitara (which is completely imported SUV from Japan ) to
the new models such as the A star, ritz and the Swift series, Maruti continues its unimaginable dominance in
the indian subcontinent. In 2007 , the Suzuki motor corporation increased its stake in the share holdings and
Maruti udyog was renamed as Maruti Suzuki. Suzuki motors being a global leader in manufacturing compact

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cars at one time was actually manufacturing lesser cars than the Maruti Suzuki itself. As of now Maruti Suzuki
remains a subsidiary of the Suzuki motor corporation from 2007 onwards and the government of India doesnt
have any stake .With its largest plant in Gurgaon (Haryana) ,followed by Manesar , Maruti produces the largest
number of cars in a year .
Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited) is a subsidiary of Suzuki
Motor Corporation, Japan. MSIL has been producing cars in India since 1983. Marutis revenues totaled
approximately 73.3 billion rupees in 2009-2010. Its operating profit as of 2009-2010 is 75 billion rupees while
its net profit comes to 6.8 billion rupees.
The company has two manufacturing facilities located at Gurgaon and Manesar, south of New Delhi,
India, which have an annual combined capability to produce over a 12 lakh (12, 00,000) passenger car units.
The company is planning to invest 17 billion rupees in the Manesar plant.
Maruti is known for its hatchback cars, especially the Maruti 800. Other popular hatchback models
include the Maruti Zen and the Alto. It offers fifteen brands and over one hundred and fifty variants - Maruti
800, Omni, Eeco, Alto, Alto-K10, A-star, WagonR, Swift, Ritz and Estilo, Gypsy, SUV Grand Vitara, sedans SX4
and Swift DZire. Maruti Suzuki introduced factory fitted CNG option on 5 models across vehicle segments.
These include Eeco, Alto, Estilo, Wagon R, Sx4 and ertiga. Maruti Suzuki has an employee strength over 7,600
(as at end March 2010).
In 2009-10, the company sold a record 10,18,365 units including 1,47,575 units which we exported primarily
to Europe, the remaining 870,790 sold in India. In the third quarter of 2009-2010, the company sold 258, 026
units. Thus, in March 2010, Maruti Suzuki had a India market share of 53.3 per cent of the Indian passenger
car market of 16,33,752 passenger car units.
Maruti Suzuki will be investing around Rs.1,250 crore (Rs 12.5 billion) on capacity expansion of the K-series
engines between 2010 and 2012. The expanded annual capacity will be over 7 lakh units from the present 5
lakh units of K-series engine cars. This will be a progressive investment to be completed by 2012. It has a sales
network is 802 centers in 555 towns and cities across India. The customer service support network comprises
of 2,740 workshops in over 1,335 towns and cities.

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In 2008, Maruti Suzuki India Limited, unveiled a National Road Safety Mission under which it would train
500,000 people in safe driving in 3 years at 61 Maruti Driving Schools and 4 Institutes of Driving Training and
Research (IDTR) in Delhi, Dehradun and Vadodara.
Company History
In 1981, Maruti was launched. The company was started by the Government of India and was initially
called Maruti Technical Services Private Limited. The first Managing Director of the company was Sanjay
Gandhi, late-Indian Prime Minister Indira Gandhis son.
During the period of 1985 to 1996, a few other significant developments took place including Suzuki
taking up 50% stake in Maruti, leading to a 50-50 joint venture between Maruti and the Government of India
and over 60 per cent of its parts being produced in India leading to lower costs of production as the parts
didnt have to be imported from abroad. When asked why Suzuki was chosen as the partner of this established
corporation, the chairman of Maruti, Mr. R. C Bhargava said that the company went to Japan and none of the
companies out of Nissan, Mitsubishi and Daihatsu were ready to bring 40 per cent equity in India. Suzuki was
the only company which agreed to bring 26 per cent equity in India and raise it to 40 per cent thereafter.
The first car that the company produced was a four-door Maruti 800 and the second car that the
company produced was a Multi-Utility Vehicle called the Omni.
Between 1994 and 1996 Maruti released the Esteem, the Gypsy, the Omni, the Gypsy King, Zen and
Esteem. It also opened a second plant in Manesar whose capacity at the time of opening was 2,00,000 units.
In 2000 Maruti launched a call center. This was the first time a car company had ever launched a call
center in India. In this year, Maruti setup a website for its Wagon-R car, introduced a new model of the Zen,
got the IRTE National Award for its safety initiative, traffic management and environment protection, launched
the Baleno and the Wagon R with electric power steering, joined hands with Sumitomo for providing after-
sales service and introduced the Suzuki Alto. The Gurgaon plant had stopped production due to a strike by the
employees.
Maruti introduced its first CNG car in 2001. In the same year Maruti invested 550 crore rupees in
manufacturing cars.

23

In 2002, Maruti launched Maruti Finance to offer financial services like extended warranty and finance
for car insurance. It also hiked its car prices and launched the Versa. This was a good year for Maruti in exports
as it produced 16,000 cars for an order to Europe.
In the next few years Maruti got into collaboration with various companies to launch car-selling
schemes. They partnered with State Bank of India to launch a scheme where each branch of the bank would
sell a Maruti car. The company also tied-up with Reliance Industries Limited for lease and fleet management.
This was the same year Kumar Mangalam Birla joined Maruti as an independent director.
From 2005 - 2007 Maruti became the market leader of Indian cars and in 2006 unveiled the new
Wagon-R in Punjab. In 2007, Maruti launched the SX4 sedan.
Company Milestones
1970: The Indian government launched a new car company called Maruti Technical Services Limited which
created competition for the existing Ambassador Car Company.
1971: The government changed the name of the company to Maruti Limited. Indira Gandhis son, Sanjay
Gandhi became the managing director of the company.
1977: The Company was liquidated as a result of corruption. There was a Maruti Scandal in 1978 where the
court issued a notice to Maruti. Sanjay Gandhi passed away.
1981: The Company was re-established when the founders mother, Indira Gandhi took charge. The Company
was now called Maruti Udyog Limited. After partnership with Japanese giant Suzuki Motor Corporation in a
Joint Venture Agreement, the company was called Maruti Suzuki Company.
1983: Maruti produced its first car, the Maruti 800. It took the company thirteen months to produce this car.
This changed the landscape of the Indian car market as Maruti 800 was the most cost-effective and fuel-
efficient car in India.
1984: Maruti produced a large mini-van called the Omni that seated up to eight people. This was an addition
to its existing offering of the Maruti 800.
Between 1985 and 1995: Maruti launched the Gypsy, the Maruti 1000, the Zen, the Esteem, and the Maruti
On Road Service, a 24-hour service which gives customers 24-hour access to technicians and vans who are

24

ready to help with any problem of the car round the clock. In 1987, the company made its first export sale,
selling 500 cars to Hungary.
1996: This was a prominent year for Maruti as five new models of its cars were launched including the Gypsy
(E), Omni (E), Gypsy King (E), the automatic Zen and the Esteem in a 1.3 litre engine. Gypsy has the engine
from the Esteem. The engine had a horsepower of 65 bhp.
2000: Maruti launched Indias first call center and the Altrura, a luxury car. It also introduced the 16-Valve
MPFI G13BB engine in the Gypsy and the power increased to 80 bhp.
2002: The WagonR Pride, Esteem (diesel version), Alto Spin LXi were introduced. Maruti Finance was started
diversifying the company from its initial product offering of only cars to finance. Maruti also inaugurated a
childrens park in Delhi as part of its Corporate Social Responsibility Initiative.
2003: Maruti launched the Grand Vitara.
2005: Maruti launched the Swift.
2006: Maruti had produced up to six million cars.
2007: Maruti launched the SX4, Swift Diesel and the company was renamed from Maruti Udyog Limited to
Maruti Suzuki India Limited.
2008: Maruti launched the Swift DZire, the A-Star and inaugurated the K-series engine plant in Gurgaon.
2009: The Company shipped the first batch of A-Star cars from the Mundra port.
2011: Maruti Suzuki India unveiled its much awaited sportier and stylish car, the all new 'Swift'.
2011: On march 15, Maruti Suzuki India rolled out its 1 Crore (ten millionth) car.The historic 1 Crore car, a
Metallic Breeze Blue coloured WagonR VXi (Chassis No 243899) rolled out from the Company's Gurgaon plant.
2010: Maruti Suzuki has been ranked India's most Trusted Brand in Automobile Sector by India's leading
Business newspaper The Economic Times.
2009 - MSIL adopts voluntary fuel disclosure.First shipment of A-star leaves Mundra Port-jan 10.A-star
bags,Zigwheelscar of the year awardA-star rated best small car of the year-autocar-UTVi.

25

2008 - World Premiere of concept A-star at 9th Auto Expo, New Delhi.
2007 - Swift diesel launched.New car plant and the diesel engine facility commences operations during 2006-
07 at manesar,Haryana.SX4-Luxury Sedan Launched with the tag line Men are black.Maruti launches Grand
Vitara.
Vision & Values
Maruti is Indias leader in the automobile industry. It believes that the customer is king. It is making sure that
performance, after sales service and customer support are really good in India. Here are some key points from
Marutis vision statement:
Modernization of the Indian Automobile Industry
Developing cars faster and selling them for less.
Production of fuel-efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles which was necessary for economic growth.
Market Penetration, Market Development Similarly Product Development and Diversification.
Partner relationship management, Value chain, Value delivery network
Maruti has two values capability and commitment. Marutis vision is to appear as a Learning Organization.
There are three processes that are critical to develop, reinforce and cascade a positive, transparent,
supportive and high performing work culture, systems and practices across the company. The first process is
the top level managements ability to walk the talk the managers ability to deliver on time and at high
efficiency levels. The second is a rewards and recognition program that helps in assessment. Each member of
the organization from the shop floor level to supervisors to the managers to the lower staff is recognized and
rewarded for their efforts. These include monetary benefits and in-kind benefits. Employees are given the
career development and career growth rewards. The third process is using communication techniques like the
Newsletter and the Monthly magazine to highlight expectations and achievements of all the team members.
This three-tiered approach of walking the talk, rewards and recognition and communication techniques is the

26

three-pronged approach Maruti is taking to ensure that its visions and values are met with the topmost
standards and that there is a high execution quotient in their work.
Maruti defines its vision statement on its website to include the following five areas: Customer Obsession:
Making sure that the customer gets what he desires.
Fast, Flexible and First Mover: It produces and sells cars as a rapid pace.
Innovation and creativity: It introduces new technologies and new models at a rapid pace
Networking and Partnership: It believes in partnering with various companies from producing parts to hosting
car shows.
Openness and Learning: People working in the company are given a chance to experiment and explore.
Manufacturing Facilities
In August 1986, Maruti produced 1,00,000 cars. By 1993, the company produced 1, 96,820 cars, mostly
Maruti 800s. Cumulative production reached 1 million in 1994, 2 million in October 1997, approximately 4
million in 2003, 4.7 million in 2004, 5 million in 2005 and 6 million cars by 2006.
Maruti Suzuki had surpassed its Japanese parent, Suzuki Motor Corporation in overall production
during 2009, when Maruti Suzuki rolled out 9,66,399 units in 2009, while its parent Suzuki Motor Corporation
produced only 9,08,302 units.
Marutis two production plants in India are at Manesar and at Gurgaon. In 2009, Maruti expanded its
capital expenditure in the Manesar plant on the lines of 2,000 crore. The company launched a three-lakh unit
line in Manesar to increase production capacity by about 1.3 million units. The Manesar plant is responsible
for the production of the Swift, Swift DZire, A-star and SX4. The remaining Maruti cars are manufactured in
Maruti Suzuki's Gurgaon Plant.
During 2010, Maruti sold 8, 36,893 units in the domestic market, and 1, 30,688 units in exports. Maruti
has a growing production of cars in the domestic market to meet the growing demand of consumers in India.
The Alto and Wagon-R brought in maximum revenue to the domestic market with Alto selling 2.4 lakh units
and WagonR selling 1.4 lakh units of cars. Today, Maruti sells more in the domestic market of India than in the
export market.

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Technology
Maruti Suzuki uses an innovative Compressed Natural Gas technology the Intelligent Gas Port
Injection (iGPI) on five of its models the SX4, Eeco, WagonR, Estilo and Alto. The iGPI technology delivers
more power and runs like a petrol-filled engine while achieving fuel-efficiency. The iGPI technology uses
injectors for each cylinder and a particular amount of CNG is injection in the engine through gas ports. The
Engine Control Unit controls the amount of CNG needed for each ride.
Two components used by Maruti in cars such as the Maruti Omni to help increase fuel economy are
the crankshaft sensor and knock sensor. They control the ignition timing and fuel injection. The crank shaft is a
part of the cars engine that translates its linear motion into rotation. The sensor is part of the internal
combustion engine which monitors the position and rotational speed of the crankshaft. The knock sensor is a
part thats linked to the cars engine-when the cars engine is not working it knocks on it and usually you hear
the knocking sound. The knock sensor will send a signal to the Powercontrol Car Module (PCM).
The Maruti Swift has a Direct Diesel Injection System engine. This engine has efficient combustion,
higher torque and cleaner emissions. It is an extremely light engine and has a 75 bhp, 190 Nm of torque
capacity. It has a five-step multi-injection technology that makes the car run more smoothly than other cars. It
also has a Double Over Head Camshaft that gives the engine a quick run. It also has a Chain Drive Timing
System. This engine is way better than the Maruti 800 engine which has a Single Over Head Camshaft and only
two valves per cylinder while the Swift has sixteen-valve cylinder.

According to the company, they will use K-Series engines in all car models. Indias largest car
manufacturer Maruti Suzuki decided to implement the K-series petrol engine in all the models for at least five
years according to a company report. The K-Series engine is a straight four cylinder engine that comes in Single
Overhead Camshaft and Double Overhead Camshaft variants. This engine will be made in the Maruti Manesar
plant in Haryana for the A-Star car which is produced in India and sold in Europe. The K-Series engine is Euro 4
and Euro 5 compliant and is the most advanced of engines. The engine has a CO2 emission of 109 gm/km and
plans to reduce it further. The engine is extremely fuel efficient.
Awards & Recognition

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As one of the top Indian brands of cars, Maruti Suzuki has won many national and international awards
since it began production.
Some of the major accomplishments of Maruti are listed below:
Maruti Suzuki Alto received the TNS Voice of Customer Award in 2008. TNS Global is a market research
firm. In the same year Maruti received the CNBC-Autocar India Award in the category Best Value for Money
Car for the SX4. It also received the CNBC-Autocar India Best Mid Size Car Award and the CNBC-Autocar India
Car of the Viewers Choice Award for the SX4. Maruti Suzuki India Limited received The Car Manufacturer of
the Year Award in 2008.
In 2009, Maruti won the JD Power Asia Pacific Customer Satisfaction Index (CSI) Survey award, the JD
Power Asia Pacific Sales Satisfaction Index (SSI) Survey award, the Most Preferred Car Brand Award at CNBC
AWAAZ Consumer Award, the Golden Peacock Eco-Innovation Award, and the Gold-Award by India
Manufacturing Excellence Awards (IMEA).
In 2010, Maruti won the CNBC-TV18 Overdrive Manufacturer of the Year Award and the Autocar
Manufacturer of the Year Award.
Altos Boondon Mein campaign won the Silver medal of the prestigious Effie Award in 2006 and
2007.
Alto won the Car of the Year and Most Exciting New Car of the Year by Indias automobile
magazine in 2000.
Some of the international awards that Maruti has won include the following:
Japan It won the Car of the Year award by the Automotive Researchers' & Journalists' Conference,
the 2005-2006 Car of the Year, the Goof Design Award by Japan Industrial Design Promotion Organization and
the 2005-2006 Carview of the Year Award.
Iceland & Ireland Maruti Suzuki won the Car of the Year 2006 given out by the BIBD Association of
Automotive Journalists, the Samperit Irish Car of the Year 2006 given out by the Irish Motoring Writers
Association.

29

New Zealand and Australia Maruti won the Fairfax AMI Small Car of the Year Award by Autocar, the
National Business Review Small Car of the Year Award by The National Business Review and the 2005
Carsguide Car of the Year.
Malaysia Maruti Swift was the winner in the NST Mastercard Car of the Year 2005 Small Car
category.
China Maruti Swift won the 2005 CTV COTY Economical Car by CCTV.
International Operations
Maruti Suzuki is a global company with over 8,500 employees engaged in sales, customer service,
manufacturing, and distribution in many countries across the world. It is partly owned by the government of
India and partly owned by the Japanese company, Suzuki Motor Corporation. Suzuki Motor Corporation, the
parent company owns 54% of Marutis shares.
Marutis cars are of European style but custom-made to cater to the local markets. Maruti Suzuki has
launched the Grand Vitara, SX4 and the Swift as part of the worldwide strategy. Maruti Suzuki not only
provides hatchbacks, mid and small level cars but also luxury cars. Maruti Suzuki has also launched another
concept car called Kizashi which was showcased in the Frankfurt Motor Show and is now available in India.
The Grand Vitara, which is an SUV and Kizashi, which is a sports sedan are imported from Japan as
completely built units(CBU).
Maruti Suzuki is sold in China by Jiangnan Auto. The company has launched the car at Rs. 1.24 lakhs.
Four companies that produced the Maruti 800 in China are: Changan Auto, Jiang Nan, Xian Tai and Sichuan
Auto
Maruti Suzuki also has office in Japan. Indian engineers sometimes travel to Japan to work on Maruti
cars and Japanese engineers sometimes travel to India to provide their expertise for Maruti Suzuki.
Exports
Maruti Suzuki exports entry-level models across the globe to over 100 countries and the focus has
been on identifying new markets. The company exports to the United Kingdom, Italy, Hungary, Netherlands,

30

Germany, Latin America, Africa, Philippines and Indonesia. Along with these countries, Maruti also sells its cars
to Algeria, Chile, Sri Lanka and Nepal.
The company exported 38,000 passenger cars in 2006-2007, around 6.4 per cent of its total sales. The car that
contributes most to Marutis export income is the A-Star model.
In 2007, Maruti got an export order of 11,000 units of the Zen Estilo to Indonesia and 1,500 units of the
Maruti Alto to the Philippines, become the initial car manufacturer to export to South East Asia. Maruti
crossed the cumulative half-a-million export mark in February 2008, becoming the first Indian car company to
export half-a-million units.Maruti has tied up with the Mundra post for development of port facilities for
export shipments through Pune Car Carriers. Maruti started exporting cars from this post in January 2009.
Moving to international markets, Maruti has large export volumes to Latin America and the lesser-developed
region of Africa. Marutis exports have increased by 60% over the years at these two locations.
In 2008, in a joint venture between Maruti Suzuki, Mundra Port and the Special Economic Zone, the
company exported 1,00,000 units of the A-Star from the Mundra Port. Even though the company exports to all
five continents, Europe makes up 56 per cent of Marutis cumulative exports as of February 2011, making it
the single largest source of export income for the company. The sales figures for the continent of Europe as of
February 2011, by country are given below:
- Netherlands - 67,700 units
- Italy - 41,000 units
- United Kingdom - 34,000 units
- Germany - 20,000 units
- Hungary - 20,000 units
Future plans
On May 11, 2011, Maruti announced its plans to design new car models at its Rohtak Plant in India. The
new car models will be crafted for the next four years for the Indian and International Market.
Maruti is experimenting with new car models in an effort to stay ahead of its competition and will be
responsible for 25 per cent of Suzuki, its parent companys, revenues. In the financial year 2010-2011 Maruti
Suzuki reported a net sales figure of 37,522 crore rupees.

31

Maruti will invest in a new plant in Gujarat which will produce 6 million units a year which is being
done in an effort to make the company the leader in the car market. The company is having a look at different
plants as shown by the Government of India. In another effort, Maruti will introduce four new cars in the
Indian market: The mass-market hatchback, a utility vehicle, a new and improved Swift, and a unique SX4.
The company plans to release the design of the YE3, the hatchback by June-July 2011 while the car will
actually be shown in the Auto Expo 2012. The company plans to design the YE3 without any involvement of
Suzuki which is a major feat since most of its cars have been designed in collaboration with Suzuki in the past.
The YE3 will be a four-door, four seat hatchback and will be available in a 600-800cc engine and a five speed
manual transmission.
The company also plans to launch the Maruti R3 under a different name. The Maruti R3 is a Multi-
Utility Vehicle that will come in a Rs. 7 lakhs Rs. 9 lakhs ex-showroom price and is a six-seater compact van
strapped with three rows of seats and rear-hinged rear doors. The car will come in both 1.2 litre K-Series
engines and a 1.6 litre Variable Valve Timing engine, each of which have been present in the popular models
of Swift and SX4. The R3 will compare to an Innova. The company plans to sell it in emerging markets. It will be
showcased in the Auto Expo 2012. The company plans to get a diesel engine for the car from Volkswagen.
The third new model of Maruti, the new Swift will be launched by July 2011 will a 1.3 litre multi-jet
diesel engine and a 1.2 litre K-Series engine. The new Swift fall in the Rs. 3.5 - 5.5 lakhs bracket depending on
the model and approximately 17,000 units will be produced each year.
Along with coming up with new cars and new plants, Maruti is also expanding its transportation
capacity. The company has forged partnerships for this with the Adani group to set up a mega car terminal at
the Mundra port.


CONTACT DETAILS
Head Office

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Maruti Suzuki India Limited
Nelson Mandela Road,
Vasant Kunj,
New Delhi - 110070
Tel: +91-(0)11-46781000
Fax: +91-(0)11-46150275, 46150276
Email: contact@maruti.co.in
Website: http://www.marutisuzuki.com
Plants
Maruti Suzuki India Limited
Gurgaon Plant
Old Palam Gurgaon Road,
Gurgaon - 122015
Tel: +91-(0)124-2346721

Maruti Suzuki India Limited
Manesar Plant
Plot no.1, Phase 3A,
IMT Manesar,
Gurgaon - 122051
SERVICES FROM MARUTI
Maruti Insurance
Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of the
National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The service was set up

33

the company with the inception of two subsidiaries Maruti Insurance Distributors Services Pvt. Ltd and Maruti
Insurance Brokers Pvt. Limited
This service started as a benefit or value addition to customers and was able to ramp up easily. By
December 2005 they were able to sell more than two million insurance policies since its inception.
Maruti Finance
To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January 2002. Prior to
the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti and Maruti Countrywide
with Citi Group and GE Countrywide respectively to assist its client in securing loan. Maruti Suzuki tied up with
ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak Mahindra, Standard Chartered Bank, and Sundaram to start
this venture including its strategic partners in car finance. Again the company entered into a strategic
partnership with SBI in March 2003 .
Maruti True Value
Maruti True service offered by Maruti Suzuki to its customers. It is a market place for used Maruti
Suzuki Vehicles. One can buy, sell or exchange used Maruti Suzuki vehicles with the help of this service in
India. As of 31 March 2010 there are 341 Maruti True Value outlets.
N2N Fleet Management
N2N is the short form of End to End Fleet Management and provides lease and fleet management
solution to corporate. Clients who have signed up of this service include Gas Authority of India
Ltd, DuPont, Reckitt Benckiser, Sona Steering, Doordarshan, Singer India, National Stock Exchange and
Transworld. This fleet management services include end-to-end solutions across the vehicle's life, which
includes Leasing, Maintenance, Convenience services and Remarketing.
Accessories
Many of the auto component companies other than Maruti Suzuki started to offer components and
accessories that were compatible. This caused a serious threat and loss of revenue to Maruti Suzuki. Maruti
Suzuki started a new initiative under the brand name Maruti Genuine Accessories to offer accessories like
alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other car care
products. These products are sold through dealer outlets and authorized service stations throughout India.

34

Maruti Driving School
As part of its corporate social responsibility Maruti Suzuki launched the Maruti Driving School in Delhi.
Later the services were extended to other cities of India as well. These schools are modeled on international
standards, where learners go through classroom and practical sessions. Many international practices like road
behavior and attitudes are also taught in these schools. Before driving actual vehicles participants are trained
on simulators.










SALES IN 2012
Car market leader Maruti Suzuki India Limited sold a total of 100,415 units in April 2012 a growth of 3.4
per cent. This includes 10,160 units for export, a growth of 1.5 per cent. The Company had sold a total of
97,155 units in April 2011.



35


Available Cars
1.Maruti 800
Rs. 2,10,000 - Rs. 2,63,000
2.Maruti A-Star
Rs. 4,20,000 - Rs. 5,25,000

3.Maruti Alto
Rs. 2,78,000 - Rs. 3,88,000

4.Maruti Alto K10
Rs. 3,60,000 - Rs. 4,00,000

5.Maruti Eeco
Rs. 3,29,000 - Rs. 4,51,000

6.Maruti Ertiga
Rs. 6,95,000 - Rs. 9,80,000

36


7.Maruti Estilo
Rs. 3,80,000 - Rs. 4,79,000
8.Maruti Grand Vitara
Rs. 19,00,000 - Rs. 22,48,000

9.Maruti Gypsy
Rs. 6,44,000 - Rs. 6,65,000

10.Maruti Kizashi
Rs. 20,64,000 - Rs. 21,88,000

11.Maruti Omni
Rs. 2,76,000 - Rs. 2,79,000

12.Maruti Ritz
Rs. 4,71,000 - Rs. 6,25,000

13.Maruti Swift DZire
Rs. 5,70,000 - Rs. 8,25,000

14.Maruti SX4
Rs. 8,19,000 - Rs. 10,04,000

15.Maruti WagonR
Rs. 3,89,000 - Rs. 5,50,00


37





















38


CHAPTER -3
ORGANIZATION PROFILE











Organization Profile
During the year 1997, KVR motors were incepted as a proprietorship concern, by Mr. K.P. Nair who
hails from Kannur. This hard-working, enthusiastic person is an NRI who is running a spare parts business in
Abhu-dabi , UAE, for the last 31 years , and has a credit of more than 10 years experience in the auto mobile
industry in Kerala.
KVR Motors, the masters of it's quality, service and aggressive marketing in entire Malabar region. KVR Motors
is a auto motive information centre especially for cars and motor bikes models in India. The house- name in

39

the field of auto mobile industry, KVR Motors as got the best sales and service net work for two wheelers and
three wheelers in Kerala and is supported by 18 sale and service outlets covering all major towns such as
Kozhikode Town, Vadakkara, Koyilandy, Perambra, Thamarashery, Balushery, Kunamangalam, Ramanatukara,
kalpatta, Sulthanbathery, Manadavadi etc. in Kozhikode and wayanad districts.
With the support of valuable and detailed work force at various levels, the reputation of the company has
reached to its zenith. Inspiration would like stance for reliability and be loyal to the customer. These qualities
put up will succeed in setting a network standard that has been the bench mark for KVR motors amongst all
auto mobile leadership.
CHAIRMANS MESSAGE
The growth and success of our company is related to our ability to make thorough study of the state of affairs
and then understanding the prons and cons do respond to the changing demands of the business world.
With the changing atmosphere KVR Group has constantly strived hard to improve its offering to its patrons
well-wishers and other business associates, by creating a new bench mark for itself. Our values of respect,
firmness and involvement in what are we do, remain constant. These values recognized and embraced by our
customers as well and have played major role in our success so-far.
We pledge before you that we will maintain these values in all the business activities that we indulge in, I call
all your support from the dynamic individual, visionary leaders and the investors with an eye to the future.
You have the ability to change the world to make it a better place, not on your own, but thorough a team of
hard- work , positive outlook and total dedication. We all have the same goal before us to build a better
tomorrow, so let us do it to achieve it.
VISION
By delighting our valued customers, to be known has the house hold name in the field of auto mobile
industries. To be the bench mark in terms of customer satisfaction, business process, perfect execution, there
by adding values and prosperity to our entire stake holders.
FUTURE PLANS

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With vision, dedication and integrity, the company is scaling new heights of excellence. The group plans to
make more ambitious forays in to the field of Auto mobile industry.
K.V.R Group started KVR AUTOCARS PVT.Ltd at Thiroorkad near perinthalmanna with world renowned
maruti Suzuki vehicles with elaborate stock and international standard service facilities. They have been
earned everyones believes and recognition with their sale and after sales service of maruti Suzuki vehicles for
5 years in PERINTHALMANNA. K.V.R AUTOCARS has arranged several features and facilities for the customers
that no other dealer of maruti can claim.
M.R Rahul Nair occupies the position of Managing Director of KVR group. He is MBA graduate.. The
name KVR indicates his grant fathers name Mr. K.V.Raman Nair. They have a successful previous experience
in PERINTHALMANNA by sales and servicing of Bajaj two wheeler and three wheeler vehicles.. No shares
issued to the public for financial investment.
INFRASTRUCTURE
KVR group constructed an attractive building with large space. They keep good space exclusively for
display of new vehicles. This features itself gives a new buying experience to customers. KVR is the single
dealer in India which can store 360 car vehicles at a time in weather proof stockyard. This facility helps firm to
keep its products from rain, sun and dust without spoiled. Because of this, customer can make sure that the
vehicles are fresh. Service section has the capacity of servicing 25 vehicles per day. It includes maruti trained
techniques and application of international standard technology. Company also has an elaborate section that
provides customers genuine accessories.
Basically KVR autocars has two departments Sales and Service. These two sections have been working under
two separate General Managers and two Assistant General Managers. Service sections consist of mechanical
work shop, spare parts and Body shop. The spare parts sections functions under the direct control of service
department. The service section, spare parts departments, customer helpline centers (sales and service) , true
value shop warehouses etc. are functions in a single roof. It is very helpful to customers to move from one
section to another.
SERVICE DEPARTMENT
Repair Service Center

41

The KVR repair service section has arranged with rare service facility in which a number of vehicles can
be serviced at time with modern technology. The service of KVR AUTOCARS technicians and supervisors, who
got special training from Maruti Suzuki and KVR, is available here. Nearly 25 vehicles can be service in a day
and it is the KVR AUROCAR service center own peculiarity. Modern technologies are using here for servicing of
vehicles. The technicians who are being recruited in the service section are qualified with an ITC or Diploma in
automobile
For the prompt repair service, KVR has arranged special express bays and two-tech bays. This facility
helps to customer immediately service his vehicles when they are required. The special services like mobile
service and Home delivery service are also available in this service station. One of the features is that they are
charging same fees for all the above mentioned services. The KVR awarded with The best new workshop in
Kerala from Bajaj India Ltd
MOBILE SERVICE CLINIC
It is the new endeavor of firms, for taking the service to customer door step. By this arrangement of
Mobile service clinic their valuable customer can save lot of time and money. Through these service, they can
able to replace engine oil & filter, wheel balancing, Brake jobs, General checkups, A/C system flushing,
Checking tire pressure, Body wash etc of the vehicle after service and repair works any where any time. The
expert Maruti trained technicians with this service clinic will diagnose the defects carry out both periodic and
corrective maintenance at the site.
BODY SHOP
A body workshop has been working in KVR for the reconstruction of damaged body of vehicles that are
undergone in accident. The service of technicians and Assistant Work Manager (AWM) are available here. One
of the distinct features of this body shop is the modern technology is using for accident vehicles body work.
SALES DEPARTMENT
Sales department of KVR AUTOCARS include MARUTI DRIVING SCHOOL, SALES DEPARTMENT, TRUE
VALUR DEPARTMENT, ACCESSORIES DEPARTMENT and department for PREDELIVERY INSPECTION.
Being the biggest MARUTI showroom in the region, KVR has sold an average of 250 Maruti cars per
month. The hard work of several talented people has contributed for the growth of sales rate. There are about

42

125 sales executives who are getting direct training from the General Manager of KVR Autocars have been
provided effort for sales department. Most of them are graduate.
The KVRs sales team sells more than 15 of different models of Maruti vehicles in a month. Besides the
sales executives, KVR creates demand from various sources like staffs, display shows, reference group, natural
demand etc.
KVR AUTO CARS STRUCTURE


CHAIRMAN
Board of directors
Managing directors
CEO
FINANCE
MANAGER
A/C service A/C General A/C sales
GM SERVICE GM SALES HRM
: IT/EDP
department
: HR &
ADMINISTRATION
department

43


FINANCE MANAGER
Under finance manager there is A/C General, A/C sales and A/C service managers. Each of these three there
are separate assistant A/C managers and accountants



STRUCTURE OF SALES DEPARTMENT

CAREER GROWTH PLAN IN SALES DEPARTMANT
0-6 Months : Trainees
6-12 Months : District Sale executive
GM SALES
MDS IN
CHARGE
INSTRUCTORS
BACK OFFICE IN
CHARGE
REGISTRAYION
FINANCIAL
INSURANCE
TRUE VALUE
SECTION
SOURCING
SALES
PDI IN CHARGE
ACCESSORY
MANAGER

44

6-12 months : sales expert
1-3 years : Team leader
: Regional Manager
: Sales Manager
: General Manager
SPARE PARTS SECTION
There are two different Spare Parts Sections in KVR in which customer will get genuine spare parts
directly from KVR AUTOCARS .PVT.Ltd. One spare parts section contain the vehicles inner parts such as nut,
bolt, oil engine parts etc. and another section is for the external parts of vehicles such as accidental parts,
Glass , light, seat jacket etc. Both the sections are managed under each supervisor and parts keepers. All the
required parts of Maruti vehicles are available in this accessory store.
TRUE VALUE SECTION
Maruti used Vehicle can be owned from KVR AUTOCARS true value center. Facility to stock 100 true
value vehicles is the feature of this part. These cars are tested examined and recognized by Maruti engineers.



ORGANIZATION BODY AT KVR AUTOCARS PVT Ltd
CHIEF EXECUTIVE OFFICER : SHREENIVASAN
GENERAL MANAGER : JOY
REGIONAL MANAGERS : HRM -
CRM - BUSHRA
OPERATION - AMALRAJ

45






Working Time For Kvr Autocars Pvt Ltd




MONDAY 9:30 AM - 6:30 PM
TUESDAY 9:30 AM - 6:30 PM
WEDNESDAY 9:30 AM - 6:30 PM
THURSDAY 9:30 AM - 6:30 PM
FRIDAY 9:30 AM - 6:30 PM
SATURDAY 9:30 AM - 6:30 PM
SUNDAY Closed

46






ORGANIZATIONAL CHART SHOWING LINE OF AUTHORITY IN SALES DEPARTMENT













Chief Executive
Officer

GENERAL MANAGER
Sales Manager
Regional Managers
Team Leaders
General Manager
SALES

47











CHAPTER 4
RESEARCH METHODOLOGY






Sales Executives

48








Definition:
Research methodology is a process to systematically solve the research problem. It may be understood
as a science of studying how research is done scientifically. Why a research study has been undertaken, how
the research problem has been defined. In what way and why the hypothesis has been formulated, what data
have been collected and particular method has been adopted. Why particular technique of analyzing data has
been used and a host of similar other questions are usually answered when we talk of research methodology
concerning a research problem or study. A research design serves as a bridge between what has been
established (the research objectives) and what is to be done, in the conduct of the study. In this project
research done is of conclusive nature. Conclusive research provides information that help in making a rational
decision. Descriptive design was choose to measure the satisfaction level of customers on the basis of
different parameters such as quality, price, features, technology, after sale services etc. This design ensured
complete clarity and accuracy. It also ensured minimum bias in collection of data and reduced the errors in
data interpretation. Statistical method was followed in this research because the data was of descriptive
nature and it also enabled accurate generalizations.
INTRODUCTION:
The objective of this term paper is to conduct the Customer Satisfaction Survey for KVR and recording,
analyzing and interpreting the wants and expectations of customers. For the company, it is essential to know
whether customers are satisfied or not with the KVR and services provided by company.

49

STATEMENTS OF THE PROBLEM:
The purpose of conducting this research is to get the actual idea about the experiences of customers
and their satisfaction level with KVR. What types of problem they face after purchasing the vehicles. The
purpose of conducting this research is also to find out expectations of customers for KVR. Users were selected
and then the analysis was formed regarding the peoples beliefs, satisfaction and expectations about the KVR.
4.1 METHODOLOGY
The purpose of methodology is to describe the process involved in research work. This includes the
overall research design, data collection method, the field survey and the analysis of data.
Detailed and structured questionnaire was designed.
Survey a sample of 50 customers.
The methodology developed was Primary and Secondary research.
The questionnaire was designed to get information from customers about their satisfaction and overall
opinion about KVR.
SOURCES OF DATA
Primary data:
Primary data are those which are collected a fresh and for the first time and thus happen to be original
in character. It was collected through questionnaire and personal interviews.

Secondary data:
The secondary data are those which have already been collected by someone else and which have
already been through the statistical process. The data were collected in the form of company profile and
produce profile from the web sites and news paper. Some of the books were referred for theoretical concepts.
Primary Data

50

The primary data are those which are collected aS fresh and for the first time and thus happen to be
original in character. Primary data is the first hand data collected by the researcher through questionnaire,
direct mailing, and interviewing etc. Primary data for this project was collected through a questionnaire, and
telephone interview from customers and executives of the firm.
Questionnaire
Quite often questionnaire is considered as the heart of a survey operation. If it is not properly set up,
then the survey is bound to fail. In this research, I used questionnaire contain 17 number of questions printed
in the definite order and it was given to each respondent
Telephone Interview
This method of collecting information consists in contacting respondents on telephone itself. It is not a
very widely used technique, but plays important part in industrial surveys, particularly in developed region.
SECONDARY DATA
Secondary data means data that are already available, i.e., they refer to the data which have already
collected and analyzed by someone else. It includes both external and internal data, Internal data were
company manuals, reports, broachers etc, data are collected from Books, Magazines.
Field of Survey:
The fieldwork for the survey was conducted in MALAPPURAM District. The exercise involved
questionnaire with the customers.
Analysis:
The important factors and datas collected were sequentially analyzed and graphed.




51








4.2 OBJECTIVES AND LIMITATIONS
OBJECTIVES OF THE STUDY
Following are the objectives set out for this study
1. To analyze the various service offered by KVR
2. To analyze the after sale services
3. To identify the response of the customers to the after-sales services
4. To submit an executive report on the possible ways and means to increase the quantity of the customers
or KVR service
5. To analyze the customer satisfaction and dissatisfaction towards KVR
6. To come out with appropriate conclusions and recommendations based on the analysis
LIMITATIONS OF STUDY
I have tried my best to make this report free from any limitations, however, there were certain
restrictions which could not be avoided. The problems that I had to cope with in the course of this project are:
1, Difficulty in meeting customers;

52

I have to meet the customers from street due to some limitations. Some of the customers denied filling
the questionnaire as they were busy with their life
2, The Period of time available for completing this project forced me to limit my area of study. Because of this,
I was not able to take a sample size that would have added more value to the conclusions drawn by me
3, The sample size is only 50 so the sample may not be truly representative of the total population.
4, Prejudice of some of the respondents.
5, Sample is limited to Malappuram and Perinthalmanna
Though the research was conducted properly, the probability of errors & biases kept is minimum; still some
errors occurred because of certain limitation.
These are as follows:-
a) A very short span of time for research.
b) This is time-consuming research method & the respondents did not have sufficient time for giving
information for such type of research.
c) People were reluctant to give responses for such type of research.
d) People also did not give proper response for Questionnaire & interview, because of short time.
I have honestly and sincerely tried to present the facts and figures but some error still might have cropped up.






53










4.3 DATA INTERPRETATION AND ANALYSIS

INTRODUCTION
This chapter gives the detailed analysis of the primary data collected through a structured
questionnaire containing the factors relating to the customers perception about the after sale service that he
holds at the time of purchase a vehicle and the actual realization of the same in due course. As many as 8
factors have been chosen from a long list of factors that are likely to be considered by the customers of
vehicles. The short listed factors are
a) Service Quality
b) Prompt Service
c) Customer care information center
d) Technicians efficiency
e) Service Charge

54

f) Spare parts availability
g) Home delivery of service and
h) Mobile service
In this study, initially the respondents were asked to rate the above factors in order of importance of five
points likert Scale. Afterwards the respondents were asked as to what extent their ratings became true, as and
when the vehicle was taken to the companys service center. Here also respondents were asked to indicate
their opinion on a comparable Five points Likert Scale. From these two sets of information collected from the
selected customers, it would be possible for us to understand the extend of customer satisfaction and that the
after sale service offered by the company fulfill.
The analysis is made by giving tabulated information on each factor about the expectation and realization.
For the sake of easy comprehending tabulated figures were given on a chart. The analysis is the following
As stated in the initial chapter, there were 50 respondents is the sample selected for the study. Most of
the respondents belonged to 25-45 age group, a few were, however, in the age group of below 25 and above
45. These respondents include Businessmen, Executives, students, Government employees. This is indicative
of the emerging prosperity of the section of the population. In what follows, the factors short-listed to study
customer satisfaction are analyzed in detail.
Q 1. The customer care facility available at KVR AUTOCARS
No. of percentage
Respondents

Very good 40 80
Good 5 10
Neutral 5 10
Bad 0 0
Very Bad 0 0

Total 50 100

55

GRAPHICAL REPRESENTATION 1

80% of 50 customers ranked KVR customer care as very good, 5% ranked as good and the remaining 5% as
neutral
Q2. Have you contacted the dealership where you bought your new vehicle
about a problem with your vehicle or the way you were treated?
No. of percentage
Respondents
Yes 50 100
No 0 0

Total 50 100
Graphical representation 2
0
10
20
30
40
50
60
70
80
Verygood good neutral bad very bad
no.of respondents
percentage

56



100% of 50 customers were contacted the dealer (K V R) with a problem or with queries.

Q3. About how long did you have to wait before speaking to a representative?
No. of percentage
Respondents
I was taken care of immediately 35 70
Within 3 minutes 15 30
3-5 minutes 0
5-10 minutes 0
More than 10 minutes 0
Total 50 100
0
10
20
30
40
50
60
70
80
90
100
Yes
No
no. of respondents
percentage

57

GRAPHICAL REPRESENTATION 3

About 70% of 50 customers were taken care immediately; the remaining 30% were taken care within 3
minutes.
Q4.How many times did you contact the dealership to try to resolve your problem?

No. of percentage
Respondents
1 20 40
2+ 30 60
Total 50 100
0
10
20
30
40
50
60
70
I was taken care of immediately Within 3 minutes 3-5 minutes 5-10 minutes More than 10 minutes
no.of respondents
percentage

58

GRAPHICAL REPRESENTATION 4


About 60% of 50 customers contacted dealership more than 2 times to resolve their problem
remaining 40% contacted once.

Q5, About how long did it take to get this problem resolved?
No. of
Respondents percentage
Immediate Resolution 48 96
Less than a day 2 4
Between 2 and 3 days 0 0
More than a week 0 0
0
10
20
30
40
50
60
1
2+
no.of respondents
Series2

59

Total 50 100
GRAPHICAL REPRESENTATION 5

96% of 50 respondents have got immediate resolution to their problems the remaining 2% got resolution
within a day of reporting.

Q6. How satisfied you are with the actions taken by the dealership to resolve your problem?
No. of percentage
Respondents
Totally Satisfied 40 80
Very Satisfied 5 10
Somewhat Satisfied 5 10
Somewhat Dissatisfied 0 0
0
10
20
30
40
50
60
70
80
90
100
Immediate
Resolution
Less than a day More than a week Between 2 and 3
days
no.of respondents
percentage

60

Very Dissatisfied 0 0
Total 50 100
GRAPHICAL REPRESENTATION 6

About 40 customers (80%) of 50 customers were fully satisfied with steps taken by KVR to solve the problem,
10% were very satisfied and remaining 10% were somewhat satisfied.

CUSTOMER RATING


No. of
Respondents (50)
Very good Good Neutral Bad Very bad

0
10
20
30
40
50
60
70
80
totally satisfied very satisfied somewhat satisfied somewhat dissatisfied very dissatisfied
no. of respondents
percentage

61

Service Quality 45 3 2 0 0
Prompt service 43 4 3 0 0
Customer care information
Center 50 0 0 0 0
Technicians efficiency 48 2 0 0 0
Service Charge 40 5 5 0 0
Spare Parts availability 50 0 0 0 0
Home delivery of service 46 4 0 0 0
Mobile service 49 1 0 0 0





GRAPHICAL REPRESENTATION 7



62





Q8.KVR Auto car provides timely after sale service on your request

No. of percentage
0
5
10
15
20
25
30
35
40
45
50
no.of responndents verygood
no.of responndents good
no.of responndents neutral
no.of responndents bad
no.of responndents verybad

63

Respondents

Strongly agree 48 96
Agree 2 4
Neutral 0 0
Disagree 0 0
Strongly disagree 0 0
Total 50 100
GRAPHICAL REPRESENTATION 8


About 96% of 50 customers strongly agree that KVR provides a better after sale service, the remaining 2 agree
to that.
Q9.Do you get freely allowed services, as assured?

0
10
20
30
40
50
60
70
80
90
100
Strongly
agree
Agree Neutral Disagree Strongly
disagree
no.of respondents
percentage

64

No. of
Respondents percentage
Yes 50 100
No 0 0

GRAPHICAL REPRESENTATION 9


100% of 50 customers agree that KVR is providing free services accurately

Q10 . Overall, how would you rate the dealership staff that you bought the vehicle from?
0
10
20
30
40
50
60
70
80
90
100
yes no
no.of responndents percentage

65

No. of
Respondents percentage
Excellent 42 84
Very good 6 12
Average 2 4
Bad 0 0
Total 50 100
GRAPHICAL REPRESENTATION 10


84% of 50 customers ranked KVR as excellent 12% as very good and the remaining two as average
0
10
20
30
40
50
60
70
80
90
Excellent Very
good
Average Bad
no.of respondents
percentage

66

Q11. Please indicate your opinion about the efficiency of repairman (technicians) at the service
center
No. of
Respondents percentage
Highly satisfied 45 90
Satisfied 5 10
Neutral 0 0
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100
GRAPHICAL REPRESENTATION 11


0
10
20
30
40
50
60
70
80
90
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
no. of respondents
percentage

67

About 90% of respondents are highly satisfied with the efficiency of repair man in KVR and the remaining 10%
are satisfied.
Q12, Are you satisfied with service charges?
No. of
Respondents percentage
Highly satisfied 40 80
Satisfied 5 10
Neutral 5 10
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100
GRAPHICAL REPRESENTATION 12


0
10
20
30
40
50
60
70
80
Highly satisfied Satisfied Neutral Dissatisfied Highly
dissatisfied
no. of respondents
percentage

68

80% of respondents are highly satisfied with the service charges of KVR, 10% are satisfied and 10% are not so
bothered about service charges
Q13, Are you satisfied with the availability of spare parts in KVR?
No. of
Respondents percentage
Fully satisfied 50 100
Somewhat Satisfied 0 0
Neutral 0 0
Somewhat Dissatisfied 0 0
Fully dissatisfied 0 0
Total 50 100
GRAPHICAL REPRESENTATION 13

0
10
20
30
40
50
60
70
80
90
100
Fully
satisfied
Somewhat
Satisfied
Fully
dissatisfied
Somewhat
Dissatisfied
Neutral
no. of respondents
percentage

69


100% of 50 respondents are highly satisfied with the spare parts availability at KVR
Q14, what is your opinion about the home delivery service provided by KVR?
No. of
Respondents percentage
Very Good 44 88
Good 4 8
Average 2 4
Bad 0 0
Very Bad 0 0
Total 50 100
GRAPHICAL REPRESENTATION 14

70


88% of 50 customers rank KVR home delivery service as very good, 8% as good and the remaining 4% as
average
Q15, what is your Pre-sales experience while purchasing the car?

No. of
Respondents percentage
Excellent 45 90
Good 5 10
Average 0 0
Below Average 0 0
Total 50 100
0
10
20
30
40
50
60
70
80
90
Very Good Good Average Bad Very Bad
no. of respondents
percentage

71

GRAPHICAL REPRESENTATION 15

90% of 50 customers rank pre-sales experience from KVR as excellent and remaining 10% as good.

Q16, what is your Post-sales experience after purchasing the car?
No. of
Respondents percentage
Excellent 40 80
Good 5 10
Average 5 10
Below Average 0 0
Total 50 100

0
10
20
30
40
50
60
70
80
90
Excellent Good Average Below Average
no.of customers
percentage

72

GRAPHICAL REPRESENTATION 16


80% of 50 customers rank their post sale experience as excellent, 10% as good and remaining 10% as average.
Q17, Based on your overall experience, how likely would you be to purchase another vehicle
from KVR?
No. of
Respondents percentage
Definitely would 35 70
Probably would 8 16
Might or might not 5 10
Probably would not 2 4
Definitely would not 0 0
0
10
20
30
40
50
60
70
80
Excellent Good Average Below
Average
NO.of respondents
percentage

73

Total 50 100
GRAPHICAL REPRESENTATION 17

About 70% of 50 customers are ready to purchase another vehicle from KVR, 16% prefers KVR as an option,
10% is not so selective and remaining 4% is still think of another dealers








0
10
20
30
40
50
60
70
Definitely
would
Probably
would
Might or
might not
Probably
would not
Definitely
would not
No. of customers
percentage

74



CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION








5.1 FINDINGS
An overwhelming majority of the customers stated that KVR AUTOCARS at THIRURKAD unit is very
prompt in offering after sale service to its customers
1. Customers attitudes to the Customer Helpline center are exceptionally good
2. Many of the respondents informed that one of the reasons why the after sale service at KVR is good
because of the efficiency the techniques
3. 10% of the customer stated that they are not happy with the service charges
4. More than three-fifth of the customers felt that sufficient spare parts accessibility in the service center

75

5. A good number of the respondents stated that they received free assured service
6. Most of the respondents stated that they received free assured service
7. Majority of the customers are enthusiastic to reappear for servicing in KVR
8. More than two-third of total respondents are willing to recommend their friends and relatives to servicing
their vehicles from here.
9. About 80% of customers were fully satisfied with steps taken by KVR to solve the problem,
10. Most of the customers proffered KVR because of the service available at KVR







5.2 SUGGESTIONS
By the information received from the customers of the organization, there seems to be not much
recommendations required for the firm. The following are the recommendation can be applied for the future
benefits of the organizations.
1. A sizable number of customers seemed to hold the view that the service charges are not up to the
mark as customer expectation. The organization has to give more attention to correct the situation.
2. From the information collected, a few number of customers not enough satisfied with the efficiency of
technicians. So the organization needs to improve efficiency up to standard.

76

3. Home delivery service facility also required to improve in order to achieve maximum customer
satisfaction
4. Through the increasing customer loyalty, organization can achieve a good support from customers for
further service and recommendations.

SUGGESTION TO IMPROVE CUSTOMER SATISFACTION
1. Provide a user friendly mechanism for registering customer complaints (complaints that are not
registered with the company cannot be resolved, and are a major source of customer dissatisfaction).
2. Provide a fast mechanism for handling problems and complaints
(complaints that are resolved quickly can increasecustomer satisfaction).
3. Provide a fast mechanism for correcting service deficiencies
(correct the problem before other customers experience the same dissatisfaction).
4. Use internet cookies to track customer interests and personalize product offerings accordingly.
5. Use the Internet to engage in collaborative customization or real-time customization.
6. Provide a fast mechanism for managing and scheduling maintenance, repair, and on-going support
(improve efficiency and effectiveness




5.3CONCLUSION
As consumers, we use services every day. Turning on a light, listen to the radio, talking
on the telephone, etc are the examples of service consumption at the individual level. Business
and other organizations are also dependent on a wide array of service. Unfortunately,
customers are not always happy with the quality and value of the services they receive.
Suppliers of services, who face stiff competition, sometimes appear to have a very different

77

set of concern. Fortunately, some suppliers know how to please their customers while also
running a productive, profitable operation, staffed by pleasant and competent employees.
Today people are more conscious about the quality of service they are receiving.
Especially in automobile components, people are keenly watching the service and their
quality, KVR is the one of the organization at MALABAR region with selling and servicing
Maruti vehicles. This study is unambiguous in its finding that quality of after sale service is
fundamental to customers satisfaction and that KVR is by and large highly successful in
imparting it to its customers to the best of their satisfaction.








ANNEXURE

Questionnaire


78

PART I

1. Name
2. Address ...
..
..
..
3. Mob/E-Mail ..
4.Age Group
Less than 25 Between 25-35
Between 35 45 More than 45

PART 2
Which is the model of MARUTI SUZUKI that you have availed from KVR AUTO CARS
pvt Ltd?




The customer care facility available at KVR AUTOCARS
Very good Good Neutral
Bad Very Bad

79

Have you contacted the dealership where you bought your new vehicle
about a problem with your vehicle or the way you were treated?
Yes NO

About how long did you have to wait before speaking to a representative?
I was taken care of immediately within 3 minutes 3-5 minutes 5-10
minutes More than 10 minutes

How many times did you contact the dealership to try to resolve your problem?
1 2+
About how long did it take to get this problem resolved?
Immediate Resolution Less than a day
Between 2 and 3 days More than a week
How satisfied are you with the actions taken by the dealership to resolve your problem?
Totally Satisfied Somewhat Satisfied Very Satisfied
Somewhat Dissatisfied Very Dissatisfied


Please rate the following factors relating to after sales service for a car
Very good Good Neutral Bad Very bad

80

a) Service Quality
b) Prompt service
c) Customer care information
Center
d) Technicians efficiency
e) Service Charge
f) Spare Parts availability
g) Home delivery of service
h) Mobile service
KVR Auto car provides timely after sale service on your request
Strongly agree Agree Neutral
Disagree Strongly disagree
Do you get freely allowed services, as assured?
Yes No
Overall, how would you rate the dealership staff that you bought the vehicle from?
Excellent Very good Average Bad
Please indicate your opinion about the efficiency of repairman (technicians) at the service center
Highly satisfied Satisfied Neutral
Dissatisfied Highly dissatisfied

Are you satisfied with service charges?
Highly satisfied Satisfied Neutral
Dissatisfied Highly dissatisfied
Are you satisfied with the availability of spare parts in KVR?

81

Fully satisfied Somewhat Satisfied Neutral
Somewhat Dissatisfied Fully dissatisfied
What is your opinion about the home delivery service provided by KVR?
Very Good Good Average Bad Very Bad
What is your Pre-sales experience while purchasing the car?
a) Excellent b) Good
c) Average d) Below Average
What is your Post-sales experience after purchasing the car?
a) Excellent b) Good
c) Average d) Below Average
Based on your overall experience, how likely would you be to purchase another vehicle from
KVR?
Definitely would probably would Might or might not
Probably would not definitely would not


Date. THANK YOU




BIBLIOGRAPHY

82


Books referred
1. Philip Kotler, Principles of Marketing published by arrangement with Pearson
Education , Inc. and Dorling Kindersley (India) Pvt. Ltd, Eleventh Edition
2. Kothari. C.R, Research Methodology Methods and techniques, New Age International
(P) Limited, Publishers, Second revised and Enlarged Edition (2006)


Websites
1. www.wikipedia.com
2. www.marutisuzuki.com
3. www.keralaindex.com