A PROJECT REPORT

ON

CONSUMER SATISFACTION WITH MARUTI SUZUKI

Submitted in the partial fulfilment for the award of the

degree of
BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED TO :

SUBMITTED BY:

MR. SHIV ANAND

RISHABH SHARMA

(Assistant Professor)

Roll no: 03214001713

Batch No. BBA GENERAL

PREFACE
Today the business environment is rapidly changing in this competitive
environment the popular trend is also striving for maintaining its positions
therefore it become essential for the companies that they should know about
their preference & taste.
Regarding a particular product it is of almost necessary to know the
consumers satisfaction to the value offered by the company in case of
dissatisfactory result it is essential to as certain whether the dissatisfaction is for
entire product or part of it is and what value do the consumers expect from it?
The research will provide the relevant information to the organization
about consumers attitude towards there products & services.
The research work is sincere effort to find out the ultimate requirement of
consumers for the betterment of research as well as the organization.

CERTIFICATE
This is to certify that Rishabh Sharma student of Jagan
Institute of Management Studies, Sector-5, Rohini, Delhi
has worked under my supervision and guidance on consumer
satisfaction with maruti suzuki" submitted in partial
fulfilment for the award of degree in Bachelors of Business
Administration, of Guru Gobind Singh Indraprastha
University, Delhi. The matter embodied in this report is
authentic and same is recommended for evaluation. I wish him
luck in his future endeavours.

Shiv Anand
Assistant Professor
JIMS, Sec-5 Rohini, Delhi

ACKNOWLEDGEMENT
Project work is never the accomplishment of an individual
rather it is an amalgamation of the efforts, ideas and cooperation
of
a
number
of
entities.
I
would like to thank GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY for giving an opportunity to work on a valuable
project. I am thankful to our Faculty Mr. Shiv Anand, for
motivating me to complete this project with complete focus and
attention. I wish to express my heartfelt gratitude to the all the
people who have played a crucial role in the research for this
project, without their active cooperation this project could not
have been completed within the specified time limit.

RISHABH SHARMA
BBA (G) 03214001713

EXECUTIVE SUMMARY
Very often, there is an analogy drawn between the state of the great Indian roads
and the pace of economic development in the country. Needless to say, its not a
very pleasing comparison. So the average Indian customer who rides the roads
of India is naturally extremely cautious when it comes to investing in a vehicle.
Only those rough and tough enough to survive the potholes and nightmarish
surfaces can pass muster. In such a scenario, Maruti Udyog Limited, a
subsidiary of Suzuki Motor Corporation of Japan, has been the leader of the
Indian car market for about two decades. The company has a portfolio of 11
brands, including Maruti 800, Omni, premium small car Zen, international
brands Alto, WagonR and Swift, off-roader Gypsy, mid size Esteem, luxury car
Baleno, the MPV, Versa and Luxury SUV Grand Vitara XL7. It has introduced
upgraded versions of all its existing products completely designed and styled inhouse.

CHAPTER-1
INTRODUCTION
AND HISTORY

INTRODUCTION AND HISTORY

Maruti's history begins in 1970, when a private limited company named 'Maruti
technical services private limited' (MTSPL) is launched on November 16, 1970.
The stated purpose of this company was to provide technical know-how for the
design, manufacture and assembly of "a wholly indigenous motor car".
In June 1971, a company called 'Maruti limited' was incorporated under
the Companies Act and Sanjay Gandhi became its first managing director.
In 1982, a license & Joint Venture Agreement (JVA) is signed between
Maruti Udyog Ltd. and Suzuki of Japan.
In 1989 the Maruti 1000 is presented after having been shown earlier.
This 970 cc, three-box is Indias first contemporary sedan..
In 1993 the Zen, a modern 993 cc, hatchback which is later exported
globally as the Suzuki Alto.
In 1994 the 1298 cc Esteem appears, a more luxurious redesigned Maruti
1000. This and other Marutis begin appearing in a plethora of different
equipment levels, to better suit India's increasingly discerning consumers.
A Zen Automatic arrives in 1996, as does the Gypsy King, a 1.3 liter
version of the compact off-roader, and a minibus version of the Omni (the
Omni E).
In 1998 the new Maruti 800 is released, the first change in design since
1986. This is simply a facelift of the existing model, to ensure steady
sales. Also, the two millionth vehicle is produced.

 In 2000 Maruti becomes the first car company in India to launch a Call
Center for internal and customer services. The new Alto model is also
released.
In 2003 the new Suzuki Grand Vitara XL-7 appears, while the Zen and
the Wagon R are upgraded and redesigned model.
In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki
Automobiles India", to build two new manufacturing plants, one for
vehicles and one for engines

PRODUCT PROFILE:-

Model

Launched

Category

Omni

1984

Minivan

Gypsy

1985

SUV

WagonR

1999

Hatchback

Grand Vitara

2007

Mini SUV

Image

Swift DZire

2008

Sedan

Ritz

2009

Hatchback

Kizashi

2011

Sedan

Ertiga

2012

Mini MPV

Alto 800

2012

Hatchback

Stingray

2013

Hatchback

10

Celerio

2014

Hatchback

SWOT ANALYSIS OF MARUTI SUZUKI

11

Threats

Weakness

Strengths
Many players fighting for the same cakeLack of in house R & D
New model introductio
Entry of new players
Brand Name
Cannibalism
Dominance mainly at l
Large Distribution Network
Wide product offering at different price points
Cheapest Cars in corresponding segments
Encouraging exports
Awarded many awards
Economy with technology

Opportunity
Rise of Indian middle class and small cities
A booming economy
Rising exports

12

Competitors

13

14

CHAPTER-2
OBJECTIVES
AND
METHODOLOGY
15

CONSUMER BEHAVIOUR: It is defined as all psychological, social and physical behavior of potential
customers as they become aware, evaluate, purchase, consume, and tell to
others about product and services.
Buying behavior involves both individual ( psychological) and group
process.
Buyer behavior is reflected from awareness right through post
purchase evaluation indicating satisfaction and non satisfaction ,
from purchaser
Buyer behavior includes communication, purchasing and
consumption behavior
Consumer behavior is basically social in nature hence the social
factors play important roles in shaping buying behavior
16

 Buyer behavior includes both customer and industrial behavior.

Hence consumer behavior is an orderly process whereby the consumer

interacts with the environment for making a purchase decision on products

DIVERSITY OF CONSUMER BEHAVIOR:customer and consumer words are referred as synonyms but the difference
exists
customer - the purchaser of product or service , may or may not be
the end user
consumer- the end user , may or may not be the purchaser
new age of business demands

differentiation of customers by

individual differences in consumer expectations, preferences and

influences.
Firms need to go into deep of consumer behavior to analyze and act to
achieve objectives
CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:-

17

Consumer behavior can be said to be the study of how individual make decision
on how to spend their available resources (time, money, effort) on various
consumption related items. This simple definition of consumer behavior tells the
markets to resolve every activity around the ultimate consumers & gauge their
behavior by specially focusing on:
Who buys products or services?
How do they buy products or services?
Where do they buy them?
How often they buy them?
Why do they buy them?
How often they use them?

These questions will help in understanding better what factors influences the
decision making process of the customer.
CONSUMER DECISION MAKING PROCESS: Stimuli- need, reasons, influences, gathering information
Information processing- process , analyze information about product
Decision making - on the basis of analysis , decision to go for
Response- response to buy without any prejudice

For industrial buyers the process is almost similar only with addition
of re-buy, modified re buy or new task.

FACTOR INFLUENCING BUYING BEHAVIOR: Individual factors

18

 Cognitive thinking process perception , attitudes , Needs/motives

Personal characteristics demography, lifestyles ,personal traits
Environmental factors
Culture- values ,beliefs, sub cultural / cross cultural factors
Social class- social class , society
Influence groups family, opinion leaders, reference group
Situational variables purchase occasion , market communication,
shopping behavior, price , sales influence , product position

CONSUMER SATISFACTION:-

All business firms have realized that marketing is a core element of

management philosophy & the key to its success lies in focusing more & more
on the consumer satisfaction . That is, it will be the customer who will decide
where the firm is heading. Thus the challenge before the marketer is to ensure
that they should satisfy every customer.
Satisfaction is an important element in the evaluating stage. Satisfaction refers
to the buyers state of being adequately rewarded in a buying situation for the
sacrifices he has made one the customer purchase & use the product they may
then become either satisfy or dissatisfied.

19

Satisfied Customers are people who are happy with the product & services &
are willing to come back & pay for it again.

CONSUMER RESEARCH:-

Consumer research is the methodology used to study consumer behavior

research offer set diverse to identify consumer needs it is used to identify both
felt & unfelt needs, to learn how consumers. Perceive product & brand & stores.
What their attitudes are before and after promotional campaigns & how & why
they make their consumption decision.

CHAPTER-3
RESEARCH
20

METHODOLOGY

OBJECTIVES OF THE STUDY

The present study of the marketing strategy of the Maruti Suzuki (Pvt.) Limited
revolves around the following broad objectives:
(i)

To study the evolution and growth of the Maruti Suzuki (Pvt.) Limited
in the context of the automobile revolution in India;

(ii)

To study the growth strategy of the Maruti Suzuki (Pvt.) limited and
the marketing methods followed by it in this regard.

(iii)

To study the small car revolution in India and the contribution of the
Maruti Suzuki (Pvt.) limited to it.
Basically the main objective of the survey is to try to identify whether
Maruti Suzuki Pvt. Limited is maintaining the service level desired by
the consumers. It also tries to study the company on different customer

21

value attributes and analysis its performance, to assess the service

quality gap (expectation perception) for Maruti.
The service quality gap can be assessed on the following 5
dimensions of service quality gap : Tangibles the appearance of physical facilities, equipments,
personnel and communication material.
Reliability The ability to perform dependable service and
accuracy.
Empathy The provision of caring, individualized attention to
customers.
Responsiveness The willingness to help customers and to
provide prompt service.
Assurance The knowledge and courtesy of employees and their
ability to convey trust and confidence.
SCOPE OF RESEARCH
There is a tremendous amount of scope for future research in this area , that is
the Automobile Industry, some possibilities can be:
Comprehensive research on all the competitors in the market.
Research on the buying behavior which would include brand
performance, brand attitudes, product satisfaction, purchase behavior,
purchase intentions, brand awareness, segmentation studies, etc.

22

 Study of perceptions among people regarding automobiles (Maruti) and

their preferences of the type of vehicles (cars).
DATA COLLECTIONS TOOLS
Primary Data: Questionnaires and personal interviews
Telephonic interviews
E-mail questionnaires.

Secondary Data: Secondary data has been collected from cars magazines, books relating to
consumer

behaviour,

from

Internet

from

sites

like

( http://en.wikipedia.org/wiki/Maruti_Suzuki ).

METHODOLOGY
A strategic analysis was done on The customer satisfaction with respect to car
models offered by maruti Suzuki pvt.limited.
UNIVERSE: All consumers /customers in South Delhi and surrounding areas.
23

SAMPLE SIZE: 50 people

AREAS COVERED: In North Delhi, specific areas surveyed are Inderloak ,
Rani Bagh , Shastri Nagar.
LIMITATIONS OF THE SURVEY
1. The scope of the project is limited in the sense that only Maruti Suzuki
Private Limited has been undertaken for consumer research.
2. The extent of the survey was New Delhi only. So the arguments or the
suggestions given in the report may not hold true for other locations in
India.

ANALYSIS TECHNIQUES

Quantitative analysis is performed using the data collected at each outlet to

estimate the presence of Amul milk.
Tools Utilized
o Percentage Analysis
o Graph Chart

24

CHAPTER-4
DATA
ANALYSIS
AND
INTERPRETATION

SALESMANSHIP:The knowledgeable salesman helps the people in buy good products .They tells
people about the coming model and all the specifications of that model.

25

KNOWLEDGEABLE

NUMBER OF

PERSENTAGE

SALESPERSON

RESPONDENTS

Strongly disagree

0%

disagree

0%

Neither disagree nor

0%

agree

86

86%

Strongly agree

14

14%

agree

SOURCE:-Primary Data

Interpretation86% people agreed that the sales persons are knowledgeable and
14%strongly disagreed that the sales persons are knowledgeable.

Before sales services:26

If the company is a famous one then the before sales service is very better as
they didnt want their customer to get.

Analysing the reviews of the respondants

EMPLOYEE SPENT

NUMBER OF

ENOUGH TIME WITH

RESPONDENTS

PERCENTAGE

YOU BEFORE SALES

Strongly disagree

0%

disagree

0%

Neither disagree nor

0%

agree

64

64%

Strongly agree

36

36%

agree

SOURCE:-Primary Data

27

Interpretation64% people agreed that the sales persons spent enough time with
thembefore the sales and 36% strongly agreed with this.

During sales services:The during sales service helps the customer in getting updates what kind of
engine is there present in the car.

Analysing the reviews of the respondants

EMPLOYEE SPENT

NUMBER OF

ENOUGH TIME

RESPONDENTS

PERCENTAGE

WITH YOU DURING

SALES
Strongly disagree

0%

Disagree

4%

Neither disagree nor

0%

62

62%

agree
Agree

28

Strongly agree

34

34%

SOURCE:-Primary Data

Interpretation62% agreed that sales persons spent enough time with them during the sales
,while 34% strongly agreed that the sales persons spent enough time with
themduring sales and only 4% disagreed with this.

After sales services:Analysing the reviews of the respondants

EMPLOYEE SPENT

NUMBER OF

PERCENTAGE

ENOUGH TIME WITH RESPONDENTS

YOU AFTER SALES

29

Strongly disagree

0%

Disagree

22

22%

Neither disagree nor

0%

agree

54

54%

Strongly agree

26

26%

agree

SOURCE:-Primary Data

Interpretation6 0 % a g r e e d t h a t t h e s a l e s p e r s o n s s p e n t e n o u g h t i me w i t h t h e m
a f t e r sales ,26% strongly agreed with this and 14% disagreed that the
salespersons spent enough time with them after sales.

30

Display of Merchandize:Analysing the reviews of the respondants

DISPLAY OF

NUMBER OF

MERCHANDIZE

RESPONDENTS

PERCENTAGE

Strongly disagree

0%

disagree

0%

Neither disagree nor

0%

agree

94

94%

Strongly agree

6%

agree

SOURCE:-Primary Data

31

Interpretation94% agreed that the display of merchandize was

a t t r a c t i v e a n d 6 % strongly agreed that the display of merchandize was
attractive

Product availability:Analysing the reviews of the respondants

AVAILABILITY OF

NUMBER OF

THE PRODUCT

RESPONDENTS

PERCENTAGE

Strongly disagree

0%

Disagree

4%

Neither disagree nor

0%
32

agree
Agree

91

91%

Strongly agree

5%

SOURCE:-Primary Data

Interpretation
91% agreed that the availability of the product was there, 5%
stronglyagreed that the availability was there while only 4% said they
disagreedwith this.

33

CHAPTER-5
FINDINGS
AND
34

RECOMENDATION
S
FINDINGS:First I would like to present my survey findings. The main findings of my
survey are as follows:
It is found in the survey that males are the main decision maker for buying
the car. As per the data, 65% of male and 35% of female makes purchase
decision.
The main purchasing factors for the Maruti Suzuki are Quality and Brand
image. The data reveals that 42% influences on Quality and 32% influenced
for the Brand.
88% of the total respondents are using product since from a long time. The
majority of the respondents are using Maruti Suzuki products from more
than 3 years.

35

RECOMMENDATION: According to the respondents feedback, MUL needs to launch new & better
models in the small car and luxury car segment and upgrade its existing models
in the mid size car segment.

MUL needs to offer more & more services to remain in competition.

Availability of spare parts of cars manufactured by MUL should be made

more effective.

Marutis vehicles are still number one in terms of service standards, other
factors like fuel efficiency, trouble-free operation etc., but still it needs to
improve as its existing model like Maruti 800 is becoming outdated in

36

technological terms & other foreign players like Hyundai, General Motors are
using latest technologies

CHAPTER-6
CONCLUSION

37

CONCLUSION:-

From the survey conducted it is observed that Maruti Suzuki has a good market
share.
From the study conducted the following conclusions can be drawn. In order the
dream comes into reality and for turning liabilities into assets one must have to
meet the needs of the customers.
The factors considered by the customer before purchasing cars are price,
comfortablity and availability.

38

Finally I conclude that, majority of the customers are satisfied with the Maruti
Suzuki because of its good quality, reputation, easy availabilities. Some
customers are not satisfied with the Maruti Suzuki because of high price, lack
of

after sales services, comfortablity and life etc. therefore, if slight

modification in the marketing programme such as dealers and outlets,

promotion programmers, product lines etc., definitely company can be as a
monopoly and strong market leader.
Maruti Suzuki has also to take care of its competitors into consideration and
more importantly its customers before making any move.

39

BIBLIOGRAPHY :
Books & Journals

Marketing Management by Phillip Kotler

Newspapers, Journals & Magazines

The Economist

Economic Times

Autocar Indias

40

Annexure
QUESTIONNAIRE :
Name

: - ______________________________________________

Address: Age

_______________________________________________

: - _________________ Gender

: - _________________

Contact No.: - _________________________

Q-1. What are the basic features you look for in a car?
(Rank Between 1 to 13)
Rankings

(a)

Looks/Appearance

(b)

Mileage

(c)

Brand Name

(d)

Price

(e)

Car Accessories

41

(f)

Power Steering

(g)

Speed

(h)

Colour

(i)

Airbags

(j)

ABS (Breaking System)

(k)

Defogger

(l)

Effective AC System

(m)

Alternative Fuel System (LPG/CNG)

If any other essential feature, please mention

_____________________________________________________

Q-2. What type of cars do you prefer?

42

Small Cars

Mid Size Cars

Premium Cars

Luxury Cars

Q-3. What are the different car accessories you prefer?

Audio-System
Seat Covers
Key-less entry

Alloy Wheels

Rear Spoiler

Q-4. Small cars generally give better service than large ones.
Agree
Disagree

Q-5. What type of services you prefer at the time of purchase of car/
Test-drive
Proper product information
Good Salesmanship

43

Q-6. What after sales services you prefer?

Car servicing
On-road services

Repairing of defective parts within the time period of

warranty

Q-8. Which car of MUL do you think has the highest resale value?

Alto

Omni
Maruti 800
Maruti Zen
Wagon R
Versa
Maruti Esteem
Baleno
Swift
Maruti Zen Classic
Maruti Gypsy
Grand Vitara

44

Q-9. Have you visited MULs service stations?

Yes
No

(1)If yes, how many times______ ______(&)

where __________________________________________

Q-10. Are you satisfied with the current services provided by MUL?
Yes
No

Q-11. Product Information provided by authorized dealers of MUL so that the

customer gets satisfied

with the product he want to purchase is:-

Excellent
Very Good
Good

Fair

Poor

Q-12. Is the availability of spare parts of cars manufactured by MUL

45

effective?

Yes

No

Q-13. Do you find promotional strategies of MUL effective?

Effective
Not Effective

Q-14. Are you satisfied with the price ranges offered by MUL?
Satisfied
Dissatisfied

Neither satisfied nor dissatisfied

INDEX

46

CHAPTER

TOPIC

I
II
1

CERTIFICATE
ACKNOWLEDGEMENT
INTRODUCTION

COMPANYS PROFILE

RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

LIMITATIONS

ANALYSIS & INTERPRETATION

FINDINGS & SUGGESTIONS

CONCLUSIONS

BIBLIOGRPHY

10

QUESTIONIRE

47