CHAPTER 1

INTRODUCTION

CONSUMER SATISFACTION:

An old saying in Spain says “TO BE A BULLFIGHTER, YOU MUST

FIRST BE A BULL”. This tells us the importance of knowing the buyer

satisfaction to be successful marketers. The term CONSUMER is often

used to describe two kinds of entities. The personal consumer and

organizational consumer. Personal consumer buys goods for his own

use (E.g. shaving cream, lipstick) for the use of household (food items,

furniture) or as a gift for a friend (a book, a watch). In all of these

contexts the goods are bought for final use by individuals, who are

referred to as “END USERS”.

The second category of consumer - the organized consumer,

encompasses profit and non- profit organizations, government

agencies and institutions that buy in order to run their organization.

We are concerned with organizational consumers for the purpose of

our study.
CONSUMER SATISFACTION- ITS DEVELOPMENTS AND REASONS

FOR IT:

There are a number of reasons why the study of consumers

satisfaction developed as a separate marketing discipline. Marketing

researchers had long noted that consumer did not always act or react

as economic theory would suggest. The size of consumer market was

constantly expanding consumer preference where changing becoming

highly diversified as marketing researchers began to study the buying

satisfaction of consumers, they soon realize that despite over riding

similarity consumers were not all alike. Despite a sometimes “me too”

approach to fads and fashions. Many consumers rebelled at using

identical products everyone else used. Instead they preferred a

different product that they felt reflected their own special needs,

personalities and life styles to better meet the needs of specific groups

of consumers “Enlightened” their total potential markets into smaller

homogeneous segments for which they could design product and/or

promotional campaign. They also used promotional techniques to vary

the image of their products so that they were perceived as better

fulfilling the specific needs of certain groups of consumers. By knowing

the buyer behavior, marketers were able to segment their total market

homogeneity within the segment.

The technological explosion that started after world war II

resulted in rapid introduction of new products at an even increasing

rate. Many of these were marketing disasters in the world. To counter

this problem the marketing researchers in US made a determined

effort to learn more about consumers (their needs, preferences,

changing life styles etc.) to guide the development of new products to

fulfill the unsatisfied needs.

In addition to the fast pace of new product introduction other

factors, which lead to the development of “consumer satisfaction” as a

marketing discipline, are:

Shorter Product Life Cycles:

Because of the fast pace of new product introductions, many

product life cycles are necessarily comprised as products are modified,

improved or replaced by new and substitute products. This in turn

requires a steady flow of new product ideas to satisfy our needs (felt or

unfelt) or consumers. Consumer research also provides insights to

develop and place appropriate advertisements and other promotional

materials.

Environmental Concerns:

Increased public concerns regarding environmental deterioration

and resources shortage have made both marketers and public policy

makers aware of the potentially negative impacts of such products.

 In the US research have shown that a large segment of socially

concerned consumers favor products that have been modified to meet

environmental concerns. (E.g. greeting cards, a stationary made of

recycled paper, biodegradable diapers, biodegradable plastic

packaging). In India also the Eco-concern has been stirred up in the

minds of public and lawmakers.

Increased Interest in Consumer Protections:

The growth of consumers movement in US created and urgent

need to understand how consumer confusion decisions. For e.g., in

order to identify the source of consumers and deception consumer

advocates have sought to discover grow consumers perceive and

interpret various marketing a promotional information (e.g.

promotional appeals package, tables, and warranties). Consumer

research has provided basis for a number of recommendations

concerning consumer legislation. In India also we have government

agencies like “consumer redressal forum” have been set up

maintained the standard consumer product meeting the needs of the

consumers.

Growth of Service Marketing:

As the United States turned to a service economy, it become

apparent to many service marketers that marketing their “Intangible

products” was becoming more and more difficult. Service cannot be

seen, heard, examined in advance of neither purchase nor its quality

consistent overtime. In some industries such as transportation or

broadcasting services are “perishable” in the sense that they are lost

forever to marketer if not consumed at the time scheduled not only

survive marketer need to market but they realized that knowledge of

consumer needs and interests was essential to the development of

effective marketing strategies.

Growth of Non Profit Marketing:

Organization in the public and private non-profit sectors

began to recognize the need to use marketing strategies to bring their

services to the attention of their relevant publics.

Growth of International Marketing:

Most of the large companies recognize the need to market

globally to achieve major economics of scale. A major stumbling block

to many international marketing efforts has been the general lack of

familiarity with the needs preferences, culture, and consumption habits

of consumers in foreign markets.

Computers and Statistical Techniques:

 Computers and statistical analytical techniques have facilitated

the research work in techniques have facilitated the research work in

consumer behavior. The computers enable the researchers to process

and store vast amounts of data concerning their characteristics,

attitudes, interests, activities etc. the use of advanced statistical

techniques enable the marketers to analyze these data and to

delineate homogenous market segment.

Factors Influencing Buyer Satisfaction:-

Cultural Social Personal Psychological

Culture Reference Age & Life cycle Motivation

Group stage

Sub-culture Occupation Perception

Family

Social class Economic Learning

Roles and status circumstances

Beliefs &

Life style Attitudes

Personality &

Self-concept

1.CULTURAL FACTORS:
Culture:

Culture is the most fundamental determinant of a person’s wants

and behavior, where as lower creations are governed by instinct

human behavior is largely learned. The growing child acquires a set of

values, perceptions, preferences and behavior through a process of

socialization involving the family and other key institutions.

Sub-culture:

Each culture consists of similar sub-culture that provides

more specific identification and socialization for its members. Four

types of sub-culture can be identified:

a) National groups - identified by their Nationality.

b) Religious groups - identified by their religious to

which they

Belong

c) Racial groups - identified by the different races from

which they originate.

d) Geographical groups -identified by geographical areas they

belong.
2.SOCIAL FACTORS:

The following social factors influence the buyer satisfaction

Reference groups:

Many groups influence a person behavior. A person’s reference

group consists of the entire group that have a direct influences on a

person are called “Membership Groups”. These are the groups to which

the person belongs and interacts. Some are “Primary Groups” such as

family, friends and co-workers with which there is fairly continuos

interactions. A persion may also belong to a “Secondary Group” which

tend to be more formal and where there is less continuos interaction.

They include religious and professional groups.

Groups, in which they are not members, but would like to belong to

the groups also influence people, these are called “Aspiration Groups”.

Social Class:

This is done mainly on the basis of economic criterion of that

particular region. Seven major social classes are identified in America

such as:

a) Upper uppers

b) Lower upper
c) Upper middles

d) Middle class

e) Working class

f) Upper lowers

g) Lower lowers

Family:

Family members consists the most influential primary reference

groups sharing a buyer behavior we can distinguish between two families

in the buyers life.

a) Family of orientation:

Consists of one’s parents from a person acquires an orientation

towards religion, politics and economics and a sense of personal

ambition, selfworth and love. Even if a buyer no longer interacts with the

parents the influence of parents on his/her unconscious satisfaction can

be significant, where parents continue to live with their grown up

children, their influence can be substantial.

b) Family of procreation:

A more direct influence on everyday buying can be from one’s

spouse and children called “Family of Procreation”. Marketers are

interested in the roles and relatives influences husband, wife and

children in the purchase of a large variety of products and services.

 In the case of expensive products and service, husbands and wives

engage in more joint decision making. The marketers need to determine

which member normally has greater influencing in choosing various

goods. Often it is a matter of who has more power an expertise.

Depending on the product or service the buying decision influence can

be:

Husband dominated - Automobile, Insurance etc.

Wife dominated - Kitchenware, carpeting, household items etc.

Equal - House planning, furniture, vacations etc.

Roles & statuses:

A person participates in many groups throughout life family, clubs,

and organizations. The person’s position in each group can be defined in

terms of role and status. If we consider a working female, she performs

the role of a wife and mother at home, an executive in the organization

and member in a club. A role consists of activities that a person is

expected to perform according to the persons/environment around. Each

of the different roles carried out influences the buying satisfaction. Each

role carried a “status” reflecting the esteem according to it by society. A

Supreme Court justice has more status that a branch manager of a

company who is in turn has more status than an office clerk. People

choose products that communicate their role and status in society.

3) PERSONAL FACTORS:

Buyer decisions are greatly influenced by personal factors such as

the follows:

a) Age and Life Cycle stage :

People buy different goods and services over their lifetime. They

eat baby foods in the early years, most food in the growing and mature

years and special diets in the later years. People’s taste in clothes,

recreation and furniture is also aging related. Consumption is also

shaped by the stage of the ‘family of the life cycle’ Nine stages have
been identified, starting with bachelor to the single solitary survivor. The

requirements vary greatly in each stage.

b) Occupation:

A person’s consumption is also influenced by his or her occupation.

Thus a blue-collar worker may buy work clothes, work shoes, regular food

and black and white television while a company president may buy

Mercedes, expensive suits, exclusive membership and posh bungalow.

C) Economic Circumstances:

Product choice us greatly affected by one’s economic

circumstances. People economic circumstances consists of their

disposable income (its level, stability and time pattern), saving and

assets, borrowing power, attitude towards spending versus saving.

Marketer4s of income sensitive goods pay constant attention to trends in

personal income, saving and interest rates. If economic indicators point

to recession, marketers can take steps to redesign, reposition and re-

price their products so that they continue to target customers.

d) Life styles:

People coming from the same sub-culture, social class and

occupation may lead quite different lifestyles. A person’s life style is the

person’s pattern of living in the world as expressed in the person's

activities, interests and opinions. Lifestyles portrays the ‘whole person’

interacting with his or her environment. Life style reflects something

beyond the person’s social class, on the one hand or personality on the

other.

e) Personality and self-concept:

Each person has a distinct personality that will influence his or her

buying behavior. Personality is “person’s distinguish psychological

characteristics that tend to relatively consistent and enduring responses

to his or her environment”. It is usually described in terms of such traits

as self-confidence, dominance, autonomy, sociability; defensiveness and

adaptability.personality can be a useful variable in analysing consumer

satisfaction provided that personality types and product or brand

choices.

Marketers also used a concept related personality a person’s

“self-concept” or (self-image). All of us carry a complex mental pectoris

of ourselves. Marketers should try to develop brand images that match

the self-image of the target market. There are 3 variations to the self-

concept approach, the “Actual self-concept” (how a person views himself

of herself) differs from the “ideals self-concept”(how a person would like

to view himself or herself) and from the ‘others self-concept’ (how a

person thinks others see him/her).

4) PSYCHOLOGICAL FACTORS:

A person buying choices are also influences by the following

psychological factors

a) Motivation:

A person has many needs at any given time. Some needs are

“Biogenic” they arise from psychological states of tension such as

hunger, thirst discomfort other needs are “psychogenic” they arise from

psychological states of tension such as the need for recognition, esteem

or belonging. Most psychogenic needs are not intense enough to

motivate the person to act on them immediately. A need becomes a

motive when is aroused to sufficient level of intensity. A motive is need

reduces the felt tension.

b) Perception:

A motivated person will be ready to act how the motivated person

actually acts in influenced by his or her perception of the situation. Two

people in the same motivated state and objective situation may act quite

differently because they perceive the situation differently.

We apprehend a stimulus object through ‘sensations’ that is flaws

of data throughout our five senses; sight, hearing, smells, touch and

taste. Perception can be defined as “the process by which an individual

selects, organizes and interprets the sensory information to form

meaningful pictures”.

c) Learning:

When people act, they learn. ‘Learning’ describes changes in an

individual’s behavior arising from experiences. Most satisfaction is

learned. Learning theorist suggest that a person’s learning is produced

through the interplay of “drives, stimuli, cues, responses and

reinforcement”.

d) Beliefs and attitudes:

Throughout their actions and learning people acquire beliefs and

attitudes which in turn influences their buying satisfaction.

A ‘belief’ is a descriptive thought that person holds about

something. These beliefs may be based on knowledge, opinion or faiths.

They may or may not carry emotional charge, about their products and

services. These beliefs make up products and brand images and people

act on their images.

An attitude describes a person’s enduring favorable or unfavorable

cognitive evaluations, emotional feelings and actions tendencies towards

some object or idea. People have attitude towards almost everything

religion, politics, clothes food music and so on. Attitudes put then into a

frame of mind or liking and disliking an object moving towards or away

from it.
STAGES IN THE BUYING DECISION PROCESS:

Based on extensive research on consumer buying, the

following stages herb been identified in the buying process.

Need Recognition  Information Search  Evaluation of

Alternatives

Purchase Decision  Post Purchase Satisfaction .

1) Need Recognition:

The buying process starts when the buyer recognizes a problem or

need. The buyer senses a different between his or her actual state and

desired state. The need can be triggered by internal or external stimuli.

The internal stimuli may be the person’s normal needs such as hunger

and thirst. From previous experience the person has learned how to cope

with this drive and is motivated towards a class of objects that will satisfy

the drive.

Need can also be aroused by external stimulus. A person may also

be stimulated when he/she sees a neighbor’s new car or when watching

a television commercial for washing machine. These stimuli can trigger a

problem or need. The marketer needs to identify the circumstances that

trigger a particular need.

2) Information recognition:

A stimulated consumer will be inclined to search for more

information we can distinguish between two levels, the milder search

state is called the ‘Heightened Attention’, the buyer becomes more

receptive to information about the product he is interested. He/she pays

attention to ads; friend’s views and conversations related to the product

or the person may go into ‘Active information search’ where he/she

looked for reading materials, friends or actual verifications in shops. The

person engages in other search activities to learn more about the

product. How much search one undertakes depends upon the str4ength

of the drive, the amount of information initially had and the case of

obtaining additional information and the value placed on the additional

information. Normally the amounts of consumer search activity increases

as the consumer moves from situations of ‘Limited problem solving’ to

‘Extensive problem solving’.

3) Evaluation of Alternatives:

There is no single evaluation process adopted by all consumers or

for that matter one single consumer in all buying situations. There are

several models of the consumer evaluation utility function describe how

the consumer product satisfaction varies with different levels of each

attribute.
4) Purchase Decision:

ATTITUDE OF OTHERS.

EVALUATION OF ALTERNATIVES PURCHASE INTENTION

PURCHASE DECISION.

UNANTICIPATED SITUATION FACTORS.

Steps between Evaluation of Alternatives and Purchase Decision:

In the evaluation stage consumer forms preferences among the

brands in the CHOICE SET. Two factors can intervene between the

purchase intention and the purchase decision.

a)Attitude of other :

To explain this factor we shall consider the example of automobile

purchase process. If the person’s wife strongly feels that he has to go for

an economical vehicle i.e., moderately proceed then the purchase

probability for can ‘A’ will be increased and that of car ‘B’ will b reduced.

The extent to which another person’s attitudes reduce one’s preferred

alternative, depends upon two things:

The intensity of another person’s attitude towards the consumers

preferred alternative,
 The consumer’s motivation to compel with the other person’s

wishes.

b) Unanticipated Situational Factors :

Unanticipated situational factors do cause the purchase intentions

to drift. The consumer forms a purchase intention the basis of such

factors as family income expected price and expected product benefits.

When the consumer is about to act unanticipated situational factors may

erupt to change the purchase intention. The consumer may loose job,

become financially weak, a friend might report disappointment over the

performance of the brand or a stores sales person may affect negatively,

thus preferences and even purchase intentions are not completely

reliable predictors of purchase satisfaction.

c) Perceived Risk:

A consumer’s decision to modify, postpone or avoid a purchase

decision is heavily influential by consumers perceived risk. Expensive

purchases involve some risk taking. Consumers cannot bear certain

about the purchase outcome. This produces anxiety. The amount of

money as stake, the amount of attitude uncertainty and the amount of

consumer self-confidence.

5. Post Purchase Satisfaction:

 After the purchase of a product a consumer will experience some

level of satisfaction or dissatisfaction. The consumer will engage in post

purchase actions and product uses of relevance to the market. The

marketer’s job does not end when the product is bought but continues

into post purchase period. When a consumer purchases a product he

may detect some flaw. Some buyers do not want any flaw in the products

and others may be indifferent to flaw. Some flaws can be dangerous to

consumers. Companies making automobiles, toys or pharmaceuticals

must quickly recall any product, which prove dangerous to the users.

Marketing and Marketing Concepts:

“Marketing is so basic that it cannot be considered a separate

function. It is the whole business seen from the point of view of its final

result, that is, from the customers point view”.

PETER DRUCKER

PHILIP KOTLER defines “Marketing is a social and managerial process

by which individuals and groups obtain what they need and want through

creating, offering and exchanging products of value with others.

Marketing is the whole business seen from the point of view of its

final results is the customer’s point of view. Businesses are a transaction

between two parties willing to exchange items/products on value to each

other. More clear the businessman (or marketer) about the other side

(buyer); the most efficient he will be in his business.

 CHAPTER 2

RESEARCH DESIGN

“Research design is the arrangement of conditions for collection

and analysis of data in a manner that aims to combine relevance to

search purpose with economy in procedure.

CLAIRE SELTIZ

The research design is the conceptual structure within which

research is conducted it constituted the blue print for the collection,

measurement and analysis of data.

This chapter deals with the statement of problem. The objectives of

the study, concepts followed methodology used, sampling techniques

and fieldwork undertaken, analysis of data, Techniques followed and

finally, the scheme of chapter’s presentation in the report.

Title of the Study:

“ CONSUMER SATISFACTION – WITH SPECIAL REFERENCE TO

MARUTHI ZEN ”.

Statement of the problem:

This study is to explain for the opportunities which are available to

FOUR WHEELER producing organisations to monitor and analyze

competition provided by other four wheeler manufacturers.

 The study of different brands of four wheeler indicates that markets

of differing maturity behave differently. In Bangalore potential consumers

very often feel that a four wheeler is a critical necessity in the matter of

standard of living.

Objectives of the study:

The prime objectives of the study is to help the company track

down the approach/satisfaction of consumers in purchasing a FOUR

WHEELER

So as to elicit information with regards to: -

1) To study consumer perception with reference to Maruthi Zen

2) To find out the brand association identity.

3) To study the competing products and Identify the differentiable

perceptive attributes

4) To suggest effective measures for product penetration

5) Who influences the purchase?

6) Who makes the purchase decision?

7) What make to buy the product?

8) Satisfaction towards the service.

 By gathering information about the above mentioned factors and

Analyzing it, the company can choose the suitable strategy for marketing

of FOUR WHEELER.

Scope of the Study: -

The study is designed to gather information on the consumer

satisfaction towards cars. Scope of the study also extends to discover or

research dealers reaction, how the product is perceived as compare to its

competitors performance in respect of price, quality, standard, service

and company’s reputation. The scope of study is limited to the

information, provided by

‘MARUTI MANDOVI MOTORS PVT. LTD.’ Motor car dealers in Bangalore.

Period of study:

The study covers a period of eight weeks i.e. from 5th April 2005. To

5th June 2005. i.e., time taken for survey work which was required for the

successful completion of the report.

Limitations of the study:

Consumer Satisfaction involves mainly the Human Element. Getting

accurate information about the buyer is slightly difficult task as

respondents may try hide certain information and may give Ambiguous

or evasive answers Care is taken in the formulation of the questionnaire

to get as far as possible true responses.

 Another limitation is that the study is made based more upon

secondary data rather than primary data, in order to make the study

more standardized and adequate to present market situation only ‘SMALL

SIZED CARS’ have been chosen.

The sample size was restricted to 80 due to severe constraints on

time and money. The study was conducted in Bangalore City only.

But we should remember that BANGALORE IS TEST MARKETING

PLACE for any product produced. This is because of various type of

customers exists in this city.

Operational definitions.

Majority of factors considered in the project study has been defined

in the introduction. Those, which are not dealt earlier, are given below.

BRAND: A name, term, size symbol or design or combination of them

intended to identify the goods or services of one seller/marketer and to

differentiate them from those competitors.

NECESSITY: The need for basic items/product without which a person

cannot manage his life.

LUXURY: The need for items/products or need categories higher than

physiological and safety requirements ego satisfaction/status need not

affordable usually by the common social class.

COMFORT: This is in –between necessity and luxury.

Advertising: Any paid form of non-personal communication of ideas,

goods or services by an identified sponsor (marketer).

SALES PROMOTION: Short term incentives to encourage sale of a

product or service.

ADVERTIZING MEDIA:

This refers to the channel of communication of messages to the

ultimate buyers.

METHODOLOGY:

This refers to the method of collecting data. Data were gathered

through a survey, which is acquired by the customers of MARUTHI ZEN

CAR OWNERS conducted in the service station of ‘MARUTHI PRATHAM

MOTORS’.

However, since there were severe constraints in terms of time and

money, Only a sample survey was conducted. The survey was done

through structured questionnaires.

DATA COLLECTION TECHNIQUES:

Collection method included only direct interviews only with the

customers of ‘Maruthi Pratham Motors Pvt. Ltd.’ Inorder to know whether

customers are satisfied not only after purchasing the vehicle but also

after the services made by the same company. By using structured

questionnaires and the data analysis was restricted to frequency counts.

SAMPLING:

A study instrument used structured questionnaire.

Method used  Customer survey only.

Sampling Size  80 users of ‘Maruthi Zen’

TOOLS FOR DATA COLLECTION:

The Questionnaire is used for collection of data is also used

through journals/periodicals/newspapers.

The structured questionnaire for buyers covered information like

Name, Income group, Education, Occupation, above-mentioned

information were administered in the questionnaire.

Field work:

The fieldwork carried out by the researchers himself. Response

was very poor in the beginning as were basically not interested to

divulge information. Efforts were made in the questionnaire to keep

simple questions to the beginning and more personal questions at the

end.

Each questionnaire took approximately 10 minutes of the

respondent’s time; unless there was something he/she didn’t understand

and had to be told the significance of.

Plan of analysis:

Completed questionnaires received were used to prepare various

tables and data gathered was tabulated and classified percentages were

calculated. Answer to opened questions were edited and classified

suitably.

Graphs and charts were used to highlight the statistics results and

conclusions were drawn from the above and were used to suggest

options in the last chapter.

Overview of the Chapter Scheme:

The study has been presented in chapters. The details are given

below:

1. The first chapter introduces the subject matter of the study. This

chapter covers the importance of buyer’s behaviors to marketing and

elements/factors of buyer satisfaction and the core concepts of

marketing.

2. The second chapter gives the details of design of the study and its

objectives.

3. The third chapter gives the profile of the company (MARUTI PRATHAM

MOTORS PVT LTD.).

4. The fourth chapter gives the brief discussion on competitive brand of

cars.

5. The fifth chapter gives report on the consumer survey.

6. findings.

7. suggestions and conclusions.

 COMPANY PROFILE: INTRODUCTION

The car Maruti Zen belongs to the company name by ‘MARUTI

PRATHAM MOTORS’. Following is the profile of the company.

MARUTI PRATHAM MOTORS PVT LTD. was established as a

government company in Feb. 1981.

A license and a joint Venture agreement was signed with Suzuki

Motor corporation of Japan, in October 1982, by which Suzuki acquires

26% shares of the equity, with an option to increase it to 40% Suzuki

exercised. This option in 1987 was increased to 40% Suzuki Motor

Corporation further increased its equity share to 50%, in the year

1992, thus converting MARUTI PRATHAM MOTORS LTD. into a Non-

Government Company.

The key of Maruti’s success has been its management. MUL’s

first chairman was Mr. V. Krisnamurthy. His first objective was to

make sure his fledging company got, not only the product and

technology from Suzuki, but also imbibed the super efficient work

culture of the Japanese. More instrumental in taking Maruti into its

present position of strength is the outgoing managing director Mr. R.

C. Bhargava, who over the last 16 years has turned the company into

the jewel of the public sector.

COMPANY - PROFILE:

There are two plants - one for the Indian market and the other

for the foreign market. The first car, i.e. Maruti Suzuki 800 was

launched from MUL on 14th December 1983, which was presented to

Mrs. Indira Gandhi the then Prime Minister of India. The Omni version

was launched in November 1984. This was followed by Gypsy, which

came to the market during December 1985. The Maruti 800 was

redesigned and the new model came to the market in April 1986. Thus

Maruti 800 in October 1990, Maruti Zen in October 1993. Later 3

models of esteem were launched during 1994-96 as under.

1. Esteem LX - November 1994

2. Esteem VX - November 1995

3. Esteem AX - January 1996.

Zen automatic was launched in October 1996. The Gypsy King

was launched in October 1996. Later the Omni - 8 seater was

introduced in 1996-97. A new Esteem was launched in 1998 with

added features.

PLANT HISTORY:

M/s. Maruthi Pratham Motors is situated about 50 kms from

Delhi to Gurgaon in Haryana. It covers an area of about 8 kms in

length and is divided into various working shops. The area of the
company is around 300 acres and only about 55 - 60% of the land is

covered.

The current equity classification is 49% held by the Indian

Government and 50% share held by M/s. Suzuki Motors Corporation.

The employees of the company share the remaining 1-%.

In the beginning, MUL started with the manufacture of 800cc

cars, which were totally assembled with parts imported from Japan.

This continued for a few years till the parts were obtained from

domestic sources.

The factory in Gurgaon is capable of producing 3,65,600 vehicles

in a single year. This amounts to 1400 vehicles per day, which

includes all the different models. In recent times, this figure was

reduced to 900 vehicles. There are currently two plants in existence

namely plant 1 and plant 2. The third plant is to be opened by the

year, which will be the largest producer of vehicles in the whole of

Asia.

The company is run by a Board of Directors, comprising of 5

directors who report the Government of India nominated by the

President of India and 5 Directors from Suzuki Corporation. It has

created a revolution in the country and also a good impression not only

in Indian minds, but also among foreigners.

Every Maruti is backed by the best in technology and service, like

superior engineering and styling from M/s. Suzuki Motors Company,

world leaders in small car technology, backed by state of the art

manufacturing. M/s. MUL has nearly acquired 3 / 4 th of the total market

share in Asia.

THE MAIN AND IMPORTANT OBJECTIVES OF MARUTI PRATHAM

MOTORS LTD. ARE AS FOLLOWS:

1. Modernisation of Indian Automobile Industry.

2. Production of fuel - efficient vehicles to conserve resources.

3. Production of large number of motor vehicles which was

necessary

For economic growth.

4. To provide small cars for single families.

5. The existing cars in India market were not able to satisfy the

Customers with regards to fuel efficiency and hence Maruti 800

was

Introduced.

6. Consumer satisfaction through quality of our products and

services,

Achieved by consistent adherence to procedures and systems.

7. Teamwork and recognition that each employee is important for

the

Company’s growth and prosperity.

8. Organisational and individual discipline.

9. Respect for laws, ethics and human beings.

10. To have a long term objectives and policies and goals.

COMPANY VISION :

The company’s visions for the future are to become an

international competitive company in terms of production volume,

quality, cost and profits. Their aim is not only to retain leadership in

India, but also to aspire to be amongst the global players. The

company’s culture, thinking and actions have been consistent with

their vision.
 ORGANISATION STRUCTURE AT PRATHAM MOTORS

 SENIOR GENERAL MANAGER (OPERATIONS)

General Manager General Manager General Manager

(Administration) (Sales dept) (System dept)

Despatch Senior Executive

Stenographer

(clerk)

Deputy Manager Deputy Manager Deputy Manager

(Marketing ) (Pre-Delivery)

(Sales)
 Field Sales Staff

Sales Sales Sales Sales

Executive Executive Executive

Executive

(Showroom) (Receptionist) (Delivery) (Tele

Mktg)

COMPANY’S MISSION:

To provide a wide range of modern, high quality fuel-efficient

vehicles in order to meet the need of different customers, both

domestic and export markets.

Maruti cars are a winning combination of Suzuki compact car

technology:

All Maruti vehicles are the products of Suzuki’s worldwide

leadership in compact car technology. A technology that has fine

timed the art of maximizing the minimum of providing compact car

with sufficient interior spaces, performance and durability. This is the

expression of phenomenal engineering strength that has taken the

lead in designing an entirely new category of cars worldwide.

High value and low maintenance:

All Maruti cars are packed with value - added features. They are

engineered to give you maximum fuel efficiency and require very little

maintenance, so what you get is superior quality at the right price.

Reliable Quality:

With a growing customer’s base of over two million people, it

goes without saying that Maruti is synonymous with reliability. It is

also a car company that constantly upgrades its products to suit your

changing needs with the changing needs with the changing times.

The largest network:

Our strong support base of 186 Maruti showrooms and 1029

Maruti authorised service outlets across 488 cities assure you the best

possible service wherever you go. Providing you with state of the art

workshop, Maruti genuine parts and over 30000 trained personnel, to

make the maintenance of your Maruti a non-worry proposition.

A range to suit your every need:

Today MARUTI PRATHAM MOTORS LTD. is the only Indian

automobile company that can promise its customers a wide range of

cars to suit a host of different lifestyle.

MARUTI PRATHAM MOTORS LTD. HAS INTRODUCED THE

FOLLOWING MODELS IN LAST 18 YEARS:

1) MARUTI 800 (796 CC, hatchback car)

2) OMNI (796 CC, )

3) GYPSY (970 CC, 4 WD off –road vehicles)

4) MARUTI 800 (new model )

5) MARUTI 1000 (970 CC, 3 box car )

6) MARUTI ZEN (933 CC, hatchback car)

7) ESTEEM 1.3L (1298 cc, 3 box car) lx

8) ESTEEM 1.3L (1298 cc, 3 box car) vx

9) ESTEEM 1.3L (1298 cc, 3 box car) ax

10) ZEN AUTOMATIC (993 CC,)

11) GYPSY KING (1298 cc 4wd off-road vehicle)

12) OMNI (E) (796 cc, MUV, 8 seater)

13) GYPSY (E) (970 cc, 4WD 8 seater)

14) NEW MARUTI 800 (796 cc, STD, & DX)

15) THE 1998 ESTEEM (1298 cc, LX, VX, SND AX)

16) NEW OMNI AND OMNI E (796 CC, MUV)

17) ZEN VX & ZEN VX AUTOMATIC

18) ZEN D (1527 cc, diesel)

19) ZEN LX (993 cc,)

20) ZEN CLASSIC (993 cc,)

21) ZEN VXI (993 hatchback car with power steering)

22) OMINI XL (796 cc, MUV , high roof)

23) BALENO (1590 cc, )

24) WAGNO-R (1061CC)

25) ALTO

26) VERSA

PRODUCTION PROCESS:

The MUL has a unique production process. The production

process for all the models are carried on simultaneously in 3 lines -

cars, Omni, and Gypsy.

The metal sheets undergo the following process for

conversion into the body of car. Welding, Painting and Assembling

activities are carried on at the appropriate stages.

The different workshops involved in the production process are:

β Blanking Line

β Press Shop

β Welding Shop

β Paint Shop

β Parallel Assembly Line

β Engine Assembly Shop

β Machine Shop

β Testing & Inspection

β Warehousing

EMPLOYEE POLICY:

PRATHAM MOTORS has drafted a very excellent policy, which has

led to the success of the company and the fulfillment of its objectives.

The company has a policy of common uniform to all the levels of

employees. The employees will have the uniform of same colours and

material from the persons who posses the highest authority to the

lowest workers. The average age of the workers is 34 years. The total

manpower at the factory is 5700 permanent workers and 1400 from

the ITI training school who are given one year training and then

recruited by the company if the need arises or the nature of the

individual is good. He is posted at a different station every week, so

that he is trained in all the jobs.

 The employees of PRATHAM MOTORS are trained properly; some

of them are sent to Japan for training. Japan had trained 700 workers

from India.

The company has provided canteen facilities within the factory

premises where all employees are served the same type of food at the

prices, which are heavily subsidised. However the Japanese workers

and personnel have separate facility for meals. The management has

also provided proper medical facilities to all its employees.

The normal working hours of the office is from 9.30 am to 5.30

PM for the managerial and administrative staff. However the

production department has three shifts

SHIFT ‘A’ 7.30 AM TO 3.30 PM

SHIFT ‘B’ 3.30 PM TO 11.30 PM

SHIFT ‘C’ 11.30 PM TO 7.30 AM

The employees work for 8 hours a day for 6 days in a week which

leads to a total of 286 days, however the management does not

encourage overtime. The employees are allowed to avail 32 days

leave in a year.

The welfare club is also provided for the employees as well as to

their wives and children. There is crèche system maintained to the

children of the employees. Basic necessity like milk and food is

provided to children while in the crèche. The company provides all

types of loans to the employees. There are three workers colonies

where the first colony accommodates 1158 people, the second colony

1200 people and the third colony takes 300 workers.

EXCELLENT MANAGEMENT EMPLOYEE RELATIONSHIP IS

CHARACTERISED BY:

Γ Participating Management.

Γ Communication & Information sharing.

Γ Team Work & “ Kaizen “.

Γ Party among employees.

Γ Pen office culture for easier accessibility.

They have a well-established suggestion scheme, which

encourage employees to share their viewpoints. The suggestion

system is divided into three phrases, which is as follows:

• Whenever an employee has an idea, it should come out and be

known to all.

• Any suggestion is not considered as a complaint. The suggestion

can be given in a department.

SUGGESTION SCHEME AND QUALITY CIRCLES:

1ST PHASE: The management received 56000 suggestion in 1st year

alone, out of those 16000 ideas were implemented, which saved 3

crores for the company. 10% of the savings goes to the employees

who came up with the suggestions.

2ND PHASE: There is now a minimum of 13 suggestions per employee.

3RD PHASE: Each employee is allowed only 5 suggestion but the best

one will be implemented.

4TH PHASE: There will be only 5 suggestions closed in 1 year but all of

them will be implemented.

MARUTI CULTURE:

Building a distinctive organisational culture is one of the most

challenging tasks facing a company. Organisational Culture means a

philosophy, which guides actions and behavioural patterns of

employees. It also defines the work environment. Maruti has created a

distinctive work culture whereby a ‘WE’ feeling dominates among

employees and each one considers himself/herself an important

member of Maruti family. Each individual is given total respecting

whatever the job he/she may be doing. All employees wear the same

uniform, eat in the same canteen, travel by the same bus and sit in

open offices irrespective of the nature of their work or position in the

company’s hierarchy. All employees endeavor to participate in the

growth of company. Forums like MARUTI SAHYOG SAMITI,

SUGGESTION SCHEME & SMALL GROUP ACTIVITY, AND QUALITY

CIRCLES go a long way to promote teamwork and information sharing

among the employees.

DISCIPLINE:

Discipline, too, is an important aspect of Maruti work culture.

Adherence to systems, rules and regulations will ensure quality in out

products and services while maintaining a peaceful work environment.

QUALITY GROUPS:

Each quality group consists of 350 quality circles. There are a

total of 450 ‘ Kaizen “ group (“ Kaizen “ means continuous

improvement in the system). The best groups are closed and sent to

Japan for training. Every year, 1400 people from Maruti are trained in

Japan. They learn various types of working system there and

implement them here.

EMPLOYEES PATH TO SUCCESS:

• Team work and recognition that each employee future growth

and prosperity is totally dependent on the company’s growth and

prosperity.

• Organisation and individual discipline.

• Constant increase of productivity of labour and capital.

• Steady improvement of quality and reduction of costs.

• Customer orientation.

• Having long term objective and policies and confidence in

attaining their goals.

• Respect for laws, ethics and human kind.

EXPORT:

Maruti has gone beyond being just a house hold name in India.

The pulse of India resonates across the globe, as contented Maruti

owners drive their vehicle on the roads of fine continents. Maruti’s

popular vehicles, which combine elegance, efficiency and luxury and

are at affordable process, have stormed frontiers from Australia to

Chile and from Germany to Zimbabwe. India’s greatest automobile

success story is now a well - established symbol of universal appeal.

Their main β Malta

importers are: β Netherlands

β Australia

β Chile β Nepal

β France β Poland

β Germany β Portugal

β Greece. β Sri Lanka

β Hungary β Uruguay

β Italy β Yugoslavia
 β Denmark

While other β Egypt

importers are: β Guinea Israel

β Argentina β Lebanon

β Austria β New Zealand

β Bahamas β Nigeria

β Bangladesh β Russia

β Belgium β Ireland

β Bhutan

β Cyprus

During the last two year 32,000 vehicles

have been exported. This year it is targeted to

25,000. And so far around 20,000 cars have

been exported
DESCRIPTION OF PRATHAM MOTORS MARUTI ZEN

As the research study is done with special reference to car

‘MARUTI ZEN’, it is necessary to know the product information in depth.

MARUTI ZEN – ‘THE WORLD CAR’

This is the collaboration with SUZUKI Company of Japan. It is

exported to over 40 countries around the world, with 90% of its

exports being to Western Europe. Its unbeatable combination of

power, performance and comfort makes the ZEN one of the most

popular cars in highly competitive markets such As Holland, Italy,

Germany, and the

United Kingdom.

MODELS AVAILABLRE ARE:

1) ZEN VX.

2) ZEN VXI.

3) ZEN LX.

4) ZEN DIESEL.

5) ZEN AUTOMATIC AND

6) ZEN CLASSIC.

The Zen VX is truly a world class car. It represents the highest

standards in performance, handling, comfort and reliability. Its unique

aerodynamic jellybean shape and the lightweight all aluminum, one

liter engines combine to give phenomenal performance and

unmatched driving pleasure.

ZEN provides the perfect and ultimate egression of the family

active lifestyles, which reflects the buyer’s concern for vehicle out

look, as well as economy. ZEN also appeal to the entrepreneur and

small business owner who requires a small, fuel efficient but versatile

car with family transportation requirement. ZEN is a family –oriented

car but equally suitable for the individual lifestyle.

The small car buyers are being increasingly exposed to offerings

in the premium car segment. The MARUTI ZEN will certainly raise level

of customer satisfaction.

The price of the small car came attractively as a gift from the

heaven and was followed by unprecedented demand, availability of

finance from different financial institutions, and better product

performance. Further more, with increasing concerns regarding

environment and steadily rising fuel costs, Indian costumers are much

sensitized today to emission level from car and fuel efficiency.

A car that brings the state of the automotive art worldwide. The

ZEN is truly a ‘WORLD CAR’

The Zen has been rated as:

1. Number 1 import into Europe in its category in 1997.

2. Number 1 car in its category in Belgium and the Netherlands in

1997.

3. Best car in its category in 1997 by Belgium magazine auto guide

and lemonteur.

4. Number 1 car in the U. K in terms of operating costs by CAP motor

research and Parker’s price guide in 1997.

5. Best car in its category in 1995 by Dutch magazine Auto week and

Autokampioes.

A BRIEF DISCUSSION ON COMPETATIVE BRAND OF

CARS.

The company can launch more precise attacks on its competitors

and can prepare stronger defense against attacks. Thus knowing one’s

competitors is critical in effective marketing planning. A Company most

constantly compares its products, price, channels and promotion with its

close competitors.

AS IN SMALL CAR DIVISIONS, ‘THE MARUTI ZEN’ HAS 4 MAIN

COMPETIOTORS IN THE MARKET THEY ARE:

1. HYUNDAI SANTRO.

2. DAEWOO MATIZ.

3. TATA INDICA.
4. FIAT PALIO

Zen still rules:

Zen of Maruti Pratham has recorded a sale of 6,335 units in April

this year, with Hyundai Santro and Daewoo Matiz closely racing

behind it. With this it has retained its leadership in the premium small

car segment.

However, Maruti has sold 30,377 cars in April 2000, compared to

44,167 units in the previous year recording a decline of 31.2%. .

Maruti Pratham sold 13,596 units of ‘Maruti-800’, 6081 units of Omni

and 1764 units of Wagon-R during the month.

Hyundai bagged the second place by selling 5,603 units of

Santro. It was followed by Daewoo, which managed to retain the third

position in the segment with sales of 4902 units.

ZEN SALES IN THE YEAR 2004

Sales of Zen, which is facing tough competition from Hyundai

Santro, Tata Indica and Daewoo Matiz, jumped by 39.5 per cent to

6,581 units during the review month, a company statement.

Maruti Pratham has achieved a 22 per cent jump in car sales to

30,591 units in February as against 25,177 units in the same month

last year. However, the company's bread and butter model, Maruti-

800 could register a sales growth of just 1.4 per cent at 13,939 units.
 In the B- (Zen, Santro, and Indica)-segment, Maruti cornered 51

per cent share of the market. It sold 12,054 units in this segment, with

flagship Zen leading the charge. Its sales stood at 6,745 units.

"Maruti's share in the competitive B segment shot up to 51 per

cent in July 2004, from 31 per cent in July 2004," the company

claimed. Cumulative sales in the April-July period were 15 per cent

higher than in the same period last year, the company said.

Source: Financial Express (Online Edition) (AUG-6TH- 2004)

MARUTI ZEN ‘WORLD CAR’
 HYUNDAI SANTRO

HYUNDAI SANTRO cars belong to HYUNDAI MOTORS INDIA PVT.

LTD. Hyundai has a presence of 168 countries across the world. The

corporate philosophy of the company is to develop mutually

relationships with other nations and communities.

HYUNDAI SANTRO has the special called by the name “TALL-BOY”

which arrived in the mid of nineties, Inorder to fulfill the desire of

customers to own a modern, technological, fuel efficient, luxury car.

Hyundai Santro has been pitted against the Zen in the small

compact car segment. Santro notched up sales of 7,214 units in

September last year and 6,207 in October against Zen's 7,479 and

6,382, respectively. Subsequently, Zen increased its lead by selling

7,226 units in November against 6,301 Santros.

Hyundai bagged the0 second place by selling 5,603 units of

Santro in the year 2004. And Zen in the first place.

Santro's success is partly attributed to Hyundai's success in

leveraging the "Tall Boy" design, which gives more space, especially

headroom.

Source: Financial Express (Online Edition) (12/21/01).

Hyundai bagged the second place by selling 5,603 units of

Santro.The world SANTRO spells success. It has feature sought by a car

enthusiast, complied into one. An acronym was developed for the Santro

and it very ingeniously gives as to what the car is all about.

HYUNDAI SANTRO (THE “TALL BOY”)
 DAEWOO MATIZ

DAEWOO MATIZ is one of the competitors to MARUTI ZEN.

The Matiz is called as the cute car and known as world’s best small car.

It is the best looking car to hit Indian roads.

The 3-cylinder motor displaces 796cc and gets its fluid via multi-

point fuel injection systems. It can sprint easily to 125 km/hr very fast.

There is ample legroom both in the from and back. One can sit in the

rear without any weird bending of the torso. Mileage of around 14-16 in

city.

Daewoo Motors India Limited (DMIL) has sold 4,720 units in

September this year compared to 3,166 units in the same month last

year, an increase of about 49 per cent.

Out of 4,902 units, Matiz accounted for 4,539 units while Cielo

and Nexia made up for the rest. DMIL also exported 15 units of Matiz

last month. September sales reflect growth over the previous month

when the company sold 4,902 cars.

Now the Daewoo Motors India Limited has acquire the third

place where Hyundai Santro in second place and Maruti Zen in the

first place in sales for the year 2003-2004

DAEWOO MATIZ
 TATA INDICA

TATA INDICA is the one of the most famous brand and product

of India as well as in the world. This car belongs to the TELCO. It

matches the world’s best styling. The 4 cylinder 1400 cc engines. First

petrol car was released after a few months’ diesel cars were

introduced which influenced in good sales in the market.

The main point in its phenomenal pulling power with collapsible

power steering the car can serve with ease. A TELCO boast of

providing a car with esteem’s space and Zen’s power.

Tata Indica is harping on the ultimate driving experience of

worked class indigenous car, matches the mileage of Zen. The Indica

is the only car in its class that offers an 18-month ultimate km

warranty. After all Indica belongs to TATA administered company.

Beset by a loss of RS 500 crore in last fiscal, largely due to

dipping sales of premium small car 'Indica' coupled with consumer

complaints about the car, Tata Engineering (Telco) rolled out

improved variants this year, including even with a petrol engine.

This worked wonders as sales during the last three months

moved upwards. Besides, Telco also introduced more user- friendly

versions of the multi-utility-vehicle 'Sumo' following the success of

Toyota's 'Qualis'.

Source: Times of India (Online edition) (12/26/01)

Models are available are:

Petrol: STANDARD (DL) Diesel: STANDARD AC &

DELUXE

TATA INDICA
 FIAT PALIO

Firstly PALIO was introduced by premier automobiles inorder to

produce the boxy-looking and outdated UNO. So Fiat Company realized

that the only modification in existing products is necessary in order to

survive in the market and made a fresh start with product FIAT PALIO.

In present market situation PALIO is gaining customers attention

by its own design, its out-look is really inspiring any customer can go for

it.

Now Palio is giving competition to MARUTI ZEN by applying the

hatchback.Company is also giving much importance to the colors of the

cars, which are unique and ultimate to view the palio cars. From June

2004 it is slowly acquiring the market and giving a tough competition to

the other competitors like MUL, DAEWOO MATIZ, HYUNDAI SANTRO ETC.

It’s the latest evolution of fiats world car platform, which has been

success in emerging the markets around the globe. The PALIO initially

come with two design of engines, a base 1.2 liter and the sizzling 1.6

‘torque’; motor in a variety of trim levels. The idea is to span the entire

range of the economy car or ‘B-segment’ and peg the palio at different

prices points.
 Now it is the time FIAT COMPANY to show whether it can survive or

not in the market with the so tough competition in the car market.

F I A T PALIO
 TABLE # 1

Table showing Monthly income of Respondents:

Sl.No. Income No.of Percentage

Respondent

s
1 Below Rs.10000 05 06%
2 Rs.10000-Rs.20000 36 45%
3 Rs.20000-Rs .30000 24 30%
4 Above Rs.30000 15 19%
Total 80 100

The above table shows that 45% of the respondents belong to

the income group of Rs.10,000-Rs20,000. The people of income group

RS 20,000-30,000 with 30% follow them respectively.

As income group ABOVE RS 30,000 are followed with 19%

respectively. And 6% of respondents with an income group of below

10,000/- per month preferred to buy Maruti Zen

From the survey it is clear that the middle-high class group of

people are much going for the MARUTI ZEN.

This is represented with a graph.

MONTHLY INCOME OF RESPONDENTS

40
36
35
NUMBER OF RESPONDENTS

30
24
25
20
15
15
10
5
5

Below Rs.10000 Rs.10000-Rs.20000

Rs.20000-Rs.30000 Above Rs.30000
 TABLE # 2

Table showing why the Respondents go for MARUTI ZEN:

Sl.No Reasons No. of Percentag

. Respondent e

s
1 Previous one was old 03 04%
2 Dis-satisfied with the 07 09%

previous one
3 Desire to have best small 55 69%

car
4 Increase in financial status 15 18%
Total 80 100%

69% of the of the respondents preferred or desired to have the

best small car ‘MARUTI ZEN’.

18 % of the consumers went for it in the increase of their

financial status which made to buy the ZEN. And remaining 9% of the

consumers were dis- satisfied with the previous one which shows that

the previous one was not upto the level of ‘MARUTI Zen’s quality.

And the reaming 4% respondent of preferred to buy Maruti Zen since

the previous one was old.

This is represented with a graph.

REASONS FOR WHY RESPONDENTS GO FOR MARUTI

ZEN

60 55

50

40
N UMBER OF
RESPONDENTS
30

20 15
7
10 3

0
Previous one was old Dis-satisfied with the previous one
Desire to have best sm all car Increase in financial status
 TABLE # 3

Table showing Reasons for why respondents purchase MARUTI

ZEN:

Sl.No. Reasons No.of Percentag

Respondents e
1 Easy maintenance 11 14%
2 Good in fuel efficiency 40 50%
3 Advanced Technology 15 19%
4 Vehicle outlook 14 17%
5 Low price 00 0%
Total 80 100%

50% of the consumers chose MARUTI ZEN because it is of the

good in fuel efficiency. Advanced technology as next to follow with

19% respectively, as well as 17% of the consumer’s follows with

vehicle outlook. And 14% of the respondents preferred to buy Maruti

Zen since it was easy to maintain.

This table shows or makes clear that over all performance of the

ZEN is highly satisfying the customers.

This is represented with a graph.

REASONS FOR W HY RESPONDENTS PURCHASE MARUTI ZEN

40
40
35
30
25
NUM BER OF
RESPONDENTS 20 15 14
15 11
10
5 0
0

Easy maintenance Good in fuel effeciency Advanced Technology

Vehicle outlook Low price

TABLE # 4

Table showing from where Respondents get information about

MARUTI ZEN:
 Sl.No. Source No.of Percentag

Respondents e
1 Advertisements 50 64%
2 Dealers 07 08%
3 Friends & 15 19%

Relatives
4 Mechanics 08 09%
Total 80 100%

According to the survey, the customers are mainly influenced by

the advertisements in different Medias, which stands at 64%. Friends

and relatives next to follow with 19%, which influences to buy the

ZEN.

nod 9% & 8% of respondents obtained the information through

mechanics and dealers respectively.

This is represented with a graph.

 RESPONDENTS GET INFORMATION ABOUT MARUTI ZEN

50
50

40

NUMBER OF
30
RESPONDENTS
20 15
7 8
10

Advertisements Dealers
TABLEFriends
# 5 & Relatives Mechanics

TABLE #5

Table showing total number of brands considered before

buying MARUTI ZEN:

Sl.No. No.of No.of Percentage

 Brands Respondents
1 One 00 00%
2 Two 14 18%
3 Three 58 72%
4 Four & 08 10%

above
Total 80 100%

72% of the customers have considered three brands before

taking the final decision to buy the ZEN, and 18% of the customers

have considered two brands. And 10% of respondents have

considered four and above brands before buying Maruti Zen.

This shows that the Zen is competing with atleast 3 brands of

cars in the market and stands in its own position in sales.

NUMBER OF BRANDS CONSIDERED BY RESPONDENTS

BEFORE BUYING MARUTI ZEN

58
60
50
40
NUMBER OF
RESPONDENTS 30
This is represented
20 with a graph. 14
8
10 0
0

One Two Three Four & above

 TABLE # 6

Table showing time taken for final decision to buy MARUTI

ZEN by the Respondents:

Sl.No. Time taken No.of Percentage

Respondents
1 Within a Week 10 12%
 2 Within a Month 15 19%
3 Within 3 Months 43 54%
4 Above 3 Months 12 15%
Total 80 100%

By the above table it is clear that 54% of the respondents took

time for final decision to buy the MARUTI ZEN. Respectively 19% of

the costumers next to follow within a month to buy the same.

And 12% & 15% of the respondents took time for final decision

to buy Maruti Zen that is within a week and above 3 months

respectively.

This makes clear that the consumers will be always aware

regarding the market and they take time to think, to go for any

product.

TIME TAKEN FOR FINAL DECISION TO BUY MARUTI ZEN BY

THE RESPONDENTS

50
45 43
40
NUMBER OF RESPONDENTS

35
This is represented
30 with a graph.

25
20
15
15 12
10
10
5
0

Within a Week Within a Month Within 3 Months Above 3 Monthsd

 TABLE # 7

Table showing who made the final decision to buy the MARUTI

ZEN:

Sl.No Decision taken No. of Percentag

. by Respondents e
1 Solely 22 27%
2 Along with parents 19 24%
3 Spouse 28 35%
4 Friends 11 14%
 5 Children 00 00%
6 Others 00 00%
Total 80 100%

The above table shows that 35% of the consumers made

decision with spouse. And secondly 27% of the customers took

decision solely. Along with parents as next to follow with 24%. &

14% of the respondents made their decision with friends regarding

buying the Maruti Zen.

This is represented with

WHO MADE THEaFINAL
graph.
DECISION IN BUYING MARUTI ZEN

30 28

25 22
19
20
NUMBER OF
RESPONDENTS 15 11
10
5
0 0
0

Solely Along with parents Spouse Friends Childrens Others

 TABLE # 8

Table showing how often the vehicle is used by the

respondents.

Sl.No. Frequency No.of Percentage

Respondent

s
1 Every day 62 78%
2 Weekly 14 17%
3 Occasionally 04 05%
Total 80 100%
 This table shows that the 78% respondents of use the car for

daily use. And 17% of the customers are next to follow with; who use

the car weekly. And 5% of the respondents use their cars occasionally

From this table we can make out that businessmen, individuals,

professionals, small family and office going people are the most using

the ZEN.

FREQUENCY OF VEHICLE USED BY THE RESPONDENTS

Even this is represented in the form of graph.

5%
17%

78%

Every day Weekly Occasionally

 TABLE # 9

Table showing number of users of MARUTI ZEN in a family:

Sl.No. Users No.of Percentage

Respondents
1 One 43 53%
2 Two 19 24%
3 Three 14 18%
4 Four & above 04 05%
Total 80 100%
 This table shows that the 53% of the respondents use the care

solely. Two users are next to follow with 24% respectively. Three users

are next to follow with 18% respectively.

Here 53% of the respondents opinioned that car is used by one

person in the family. And 24% of the respondents opinioned that car is

used by two persons in the family. And 18% of them claimed that 3

persons are using the cars in the family. 5% respondents opinioned

that 4 and above use the car in the family.

This is represented in the graphical form

NUMBER OF USERS OF MARUTI ZEN IN A FAMILY

5%
18%

53%

24%

One Two Three Four & above

 TABLE # 10

Table showing Distance traveled daily by the Respondents:

Sl.No Distance No.of Percentage

. Respondent

s
1 Less than 20 Kms 04 05%
2 20 Kms –35 Kms 45 57%
3 50 Kms & above 31 38%
Total 80 100%
 From the above table it is clear that 57% of the

respondents. Travel between 20-35 kms. And 38% of respondents

claimed that they travel 50 kms and above. Remaining respondents

said that, they travel less that 20 kms.

This is represented in the graphical form.

DISTANCE TRAVELED DAILY BY THE RESPONDENTS

50
45
45
40
NUMBER OF RESPONDENTS

35 31
30
25
20
15
10
4
5
0

Less than 20 Kms 20 Kms –35 Kms 50 Kms & above

 TABLE # 11

Table showing how the Respondents rate the new technology

in MARUTI ZEN:

Sl.No Opinion No.of Percentage

. Respondent

s
1 Fair 09 11%
2 Good 55 69%
3 Excellent 16 20%
4 Not upto expected 00 00%

level
Total 80 100%
 This table clearly the 69% indicates that the customers find

GOOD technology and 20% 0f the respondents follow with the opinion

EXCELLENT. And remaining 11% of the respondents with the opinion

of FAIR.

From the survey it is clear that majority of the respondents gave

their opinion about new technology in Maruti Zen as good technology.

This is represented in the graphical form.

OPINION ABOUT NEW TECHNOLOGY IN MARUTI ZEN

55
60
50
40
NUMBER OF
RESPONDENTS 30
16
20
9
10 0
0

Fair Good Excellent Not upto expected level

 TABLE # 12

Tables showing how often the Respondents go for

Service:

Sl.No. Frequency No.of Percentag

Respondents e
1 Weekly 00 00%
2 Monthly 16 20%
3 Once in 3 Months 44 55%
4 Once in 6 Months 12 16%
5 Not frequently 08 09%
Total 80 100%

This table shows that the 55% of the respondents go for service

ONCE IN 3 MONTHS. And other 20% of the respondents go for

ONCE IN 6 MONTHS. And next to follow is with 16% of the

respondents go ONCE IN A MONTH.

From the survey it is clear that majority of the respondents go

for service once in a 3 months.

This is represented in graphical form.

HOW OFTEN THE RESPONDENTS GO FOR SERVICING THEIR

VEHICLE

9% 0%
20%
16%

55%

Weekly Monthly Once in 3 Months

Once in 6 Months Not frequently
 TABLE # 13

Table showing the Quality of spares of MARUTI ZEN:

Sl.No. Opinion No.of Percentag

Respondents e
1 Excellent 15 19%
2 Good 54 67%
3 Fair 11 14%
4 Poor 00 00%
Total 80 100%

From the above table it is clear that 67% of the customers

believes that the spares of the Maruti Zen are GOOD. And are rated as

excellent by the 19% of the respondents and as by the 14%

respondents says fair.

(Company is using the GENUINE SPARE PARTS.)

This is represented in a graphical form.

OPINION ABOUT QUALITY OF SPARES OF

MARUTI ZEN

60 54
50
40
NUMBER OF
RESPONDENTS 30
20 15
11
10 0
0

Excellent Good Fair Poor

 TABLE # 14

Table showing the rate of the spares concerned with

price:

Sl.No. Rate No. of Percentag

Respondents e
1 Cheap 00 00%
2 Reasonabl 64 80%

e
3 Too Costly 16 20%
Total 80 100%

This table clearly shows that the respondents have shown

satisfactory results with spares concerned with price factor, which

stands at 80%. No respondents consider it as low price.

Too costly as next to follow with 20% respectively.

This is represented in a graphical form.

HOW THE RATE OF THE SPARES CONCERNED

WITH PRICE

20% 0%

80%

Cheap Reasonable Too Costly

 TABLE # 15

Table showing satisfaction of respondents regarding

service of MARUTI ZEN:

Sl.No. Opinion No.of Percentag

Respondents e
1 Excellent 14 18%
2 Good 58 72%
3 Fair 08 10%
4 Poor 00 00%
Total 80 100%

This table shows with regards to satisfaction of respondents.

72% of the respondents were highly satisfied with the service done by

the company. This shows that the wide range of customers have

accepted the service renders capability.

And 18% & 10% of the respondents consider excellent and fair

respectively.
This is represented in a graphical form.

SATISFAC TION OF RESPONDENTS R EGAR DING SER VICE OF

TH E MARU TI ZEN

58
60
50
40
NUMBER OF
RESPONDENTS30
20 14
8
10 0
0

Excellent Good F air Poor

 TABLE # 16

Table showing whether Respondents face any delay in

servicing of MARUTI ZEN:

Sl.No Opinion No.of Percentage

. Respondent

s
1 Yes 00 00%

2 No 80 100%

Total 80 100%

From the above table it is clear that the respondents are highly

satisfied with time factor of the service station.

This table also focuses that the capability of the company, that

it never give the way to dis-satisfy the customers.

This is represented in a graphical form.

ANY DELAY IN SERVICING MARUTI ZEN

80
80

60

40

20 0

Yes No
 TABLE # 17

Table showing whether Respondents like to recommend

others to buy the MARUTI ZEN:

Sl.No. Recommend No. of Percentage

Respondent

s
1 Yes 80 100%
2 No 00 00%
Total 80 100%

The 100% of the respondents are given that the opinion in

advising their friends and others to buy the same car i.e. MARUTI

ZEN ‘THE WORLD CAR’.

This is represented in a graphical form.

WHETHER RESPONDENTS RECOMM END OTHERS

TO BUY M ARUTI ZEN

100%
100%
80%
NUMBER OF 60%
RESPONDENTS
40%
20% 0%
0%

Yes No
 FINDINGS:

1. Majority of the customer say that they desired to have the best

small car which is the ultimate factor in making the purchase

decision.

2. From the survey it is very clear that consumer are highly

satisfied with fuel efficiency of the vehicle MARUTI ZEN.

3. From the survey findings, advertisements made by the company

were attractive and possessive for the product.

4. From the survey it comes to know that consumers considered

more than 3 brands of cars before purchasing the Zen,

and made clear that consumers are always aware of

different brands in the market.

5. Most of the respondents use the vehicle daily with average of

35kms; we can make out that vehicle suits in city drive with

ease.

6. All most all the respondents in the survey are highly satisfied

with the performance or technology in the vehicle, which

made the product to sustain growth in the market.

7. Respondents have rate the spare of the MARUTI Zen’s are good

concerned with quality and have given satisfactory opinion

regarding the company.

8. Respondents have also given the opinion that the price of the
 Spares are reasonable and satisfied upto the level.

9. Majorities of the respondents are highly satisfied with service

done by the company’s authorised service station.

10. It is reveled from the survey; majority of the customers say that

it is a complete family car and agree the word ‘MARUTI

ZEN THE WORLD CAR’.

11. It is found from the survey that majority of the customers advise

others to purchase the same vehicle.

 SUGGESTIONS:

Suggestions offered are based on the findings of the study

conducted.

 In all the respects MARUTI PRATHAM MOTORS PVT LTD. is find to be the

biggest competitor to the HYUNDAI SANTRO, DAEWOO MATIZ, TATA

INDICA AND FINALLY FIAT PALIO. So innovative strategy should be

adopted to compete with competitors.

 Consumer awareness regarding the MARUTI PRATHAM MOTORS PVT

LIMITED, is at the peak, organization must make use of it.

 Since the market condition is much concentrated on small car Segments,

the Company should advertise the benefits of the vehicle.

 Company should widen the area of dealers by appointing more number of

dealers and the building outlook should be designed in such a way that it

attracts the prospective customers.

 Much more sales persons should be appointed who have good and high

communication skills, so that they can convince the costumers easily and

should be able to delight the customer which is very essential in sales and

service field.

 Display should be made in the public places like exhibitions, Clubs, main

streets of the cities, etc so that the customers come to know about the

product very easily.

 Test drives facilities should be made in a highly reputed companies like.

So that the prospective buyers get desire to go for the product. This

method influences the buyer to buy, since it directly creates a

psychological effect .

 The outlook of the vehicle can be still modified so that it creates a new

demand in the car market and attract new customers which further

improves sales.
 CONCLUSION

Maruti Zen has actually ascended the aspiration curve with its brand.

Phenomena probably brought about by its commonality on the capital’s

roads. Maruti finds high acceptance amongst housewives and also by young

adults.

Its common road presence has helped brand gain acceptance across

segments. It obviously emerges as an urban brand. The small car buyers are

being increasingly exposed to offerings in the premium car segment. The

MARUTI ZEN will certainly raise level of customer satisfaction.

Customers are highly satisfied with the Zen’s technology, Outlook, fuel

efficiency, their Satisfaction regarding the purchase of the product, etc. It is

reveled from the survey; majority of the customers say that it is a complete

family car and agree the word ‘MARUTI ZEN THE WORLD CAR’.
 QUESTIONNAIRE

A Study On Consumer Satisfaction Towards Maruti Zen With Special Reference To

Pratham Motors

1. NAME : __________________________________

2. AGE : __________________________________

3. QUALIFICATION : __________________________________

4. OCCUPATION : __________________________________

5. MONTHLY INCOME

Below 10,000 ( ) 20,000 to 30,000 ( )

10,000 to 20,000( ) Above 30,000 ( )

6. Why did you go for MARUTI ZEN

Previous one was old ( ) Dissatisfied with the previous one ( )

Desire to have best small car ( ) Increase in financial status ( )

7. What made you to purchase MARUTI ZEN

Easy Maintenance ( ) Good in Fuel Efficiency ( )

Low price ( ) Advanced Technology ( )

Vehicle Out-look ( )

8. Where did you get information about MARUTI ZEN

Advertisements ( ) Dealers ( )

Friends & Relatives ( ) Mechanics ( )

9. Total Number of brands considered before buying MARUTI ZEN

One ( ) Three ( )

Two ( ) Four & Above ( )

11. Time taken for final decision to buying MARUTI ZEN

Within a Week ( ) Within a Month ( )

Within 3 Months ( ) Above 3 Months ( )

12. Who made the Final Decision

Solely ( ) Along with Parents ( )

Spouse ( ) Friends ( )

Others ( ) Children ( )
13. How often the vehicle is used

Every day ( ) Weekly ( ) Occasionally ( )

14. Number of users of your vehicle

One ( ) Three ( )

Two ( ) Four & above ( )

15. Distance traveled daily.

Less Than 20Kms ( ) 20 – 35 Kms ( ) 50Kms and above ( )

16. How do you find New Technology in MARUTI ZEN

Fair ( ) Good ( )

Excellent ( ) Not upto expected level ( )

17. How often you go for Service

Weekly ( ) Monthly ( )

Once in 3 months ( ) Once in Six Month ( )

Not frequently ( )

18. How often you go for Service

Fair ( ) Good ( )

Excellent ( ) Poor ( )
19. How do you rate the spares concerned with price.

Cheap ( ) Reasonable ( ) Too Costly ( )

20. Your Satisfaction regarding service

Fair ( ) Good ( )

Excellent ( ) Poor ( )

21. Have you faced any delay in servicing of your MARUTI ZEN

Yes ( ) No ( )

22. Your Suggestion/opinion regarding MARUTHI PRATHAM MOTORS

PVT.LTD

CUSTOMER SIGNATURE
 BIBLIOGRAPHY

1. “Consumer Satisfaction” by Leon G.Schiffman and Leslif Lazar Kanuk.

2. “Marketing Management, Analysis, Planning, Implementation and

Control” by PHILIP KOTLER.

3. “Marketing Management” by MARTIN ZOBER.

JOURNALS AND MAGAZINES:

THE ECONOMIC TIMES

A&M (ADVERTIZING & MARKETING )

INDIAN AUTO JOURNAL