A Study on

Customer delight and service delivery of Maruti Suzuki cars with references to
kalyani Motors Pvt.Ltd ,Bengaluru

BY
RAKESHA P R
1CR17MBA67

Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY,
BELAGAVI
In partial fulfilment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Mr. Sandeep Kumar, Nanjesh.M

Assistant Professor, Senior service Advisor
Department of Management Studies, Kalyani Motors Pvt.Ltd
CMRIT. Bangalore. Bangalore.

Department of Management Studies and Research Centre

CMR Institute of Technology,
#132, AECS Layout, IT Park Road, Bangalore-560037.
2017-19 Batch
 TABLE OF CONTENTS

SI.NO Particulars Page no

Executive Summary 1

1 Introduction 2-18
a. Industry Profile and company profile
b. Promoters
c. Vision,mission and Quality Policy
d. Products/ services profile
e. area of operation
f. Infrastructure Facilities
g. Compititors information
h. SWOT Analysis
i. Future growth and prospects
j. Financial statement

2 Conceptual background and Literature review 19-21

a. Theoretical background of the study
b. Literature review with research gap

3 Research Design 22-27

a. Statement of the problem
b. Need for the study
c. Objectives
d. Scope of the study
e. Research methodology
f. Hypotheses
4 Analysis and Interpretation 29-41
a. Analysis and interpretation of the data
collected with relevant tables and graphs

5 Findings,Conclusion and Suggestions 39-42

Summary of Findings, Conclusion and
Suggestions/Recommendations.

Bibliography 43
 LIST OF TABLES

FIGURE PARTICULARS PAGE NO

NO

4.1 Model of the car owned by the Respondents 29

4.2 Model of Awareness of the Respondents 30

4.3 Features that attracted the Respondents 31

4.4 Influence on Respondent for Decision Making 32

4.5 Respondents Feelings on Quality and Technology 33

4.6 Respondents Feeling on Convenience of service network 34

4.7 Respondents use The vehicle mostly for 35

4.8 Respondents Expectations on Durability of maruti vehicle 36

4.9 Feeling of the Respondents While Driving Maruti 37

4.10 Respondents overall view on Performance of Maruti 38

4.11 Information about service offered 39

4.12 Delivery Time 40

 EXICUTIVE SUMMARY

This internship is done for 6 weeks from 03/01/2019 to 15/02/2019 on the topic “A Study on customer
delight and service delivery of maruti Suzuki cars with references to Kalyani Motors Pvt Ltd, Bengaluru.”
Kalyani Motors established in 2006 as an authorized sales and service dealers for Maruti Suzuki. Kalyani
motors believes in customer delight and constantly aims to enhance its quality standards to achieve
perfection.keeping the customer delight, they are one of the fastest growing maruti Suzuki dealers in south
india. The service centres are enabled with skilled personnel,who can efficiently attend the repairs for the
entire range of maruti Suzuki cars sold in bengaluru.
Strenght is Distributor network brand loyalty, Japan technology and Service distribution, weakness is Lack
of experience in foreign market,Opportunity High end car segment, Threats Stiff competition from local
players.primary data collected through questionnaire and direct interaction with customer. Secondary data
collected through service record book , sales report , customer contact,sample size is 100 and sample
technique is cluster sampling.Analysis is and interpretation on Model of the car owned by the
Respondents,Model of Awareness of the Respondents,Features that attracted the Respondents,Influence on
Respondent for Decision Making,Respondents Feelings on Quality and Technology,Respondents Feeling on
Convenience of service networkRespondents use The vehicle mostly for.Respondents Expectations on
Durability of maruti vehicle,Feeling of the Respondents While Driving Maruti,Respondents overall view on
Performance of Maruti Information about service offered,Delivery Time. Suggestions Maruti Company has
to frame new strategies to gain all the potential customers. Maruti dealers have to come up some potential
activities, schemes and offers to attract people.Dealers should come up with ease in documentation for
financing the customer.Service advisers need training and motivate them.Maruti has to improve the different
promotional activities through effective media.
CHAPTER 1: INTRODUCTION

1.1 INTRODUCTION ABOUT INTERNSHIP:

I have done my internship at kalyani Motors in banglore city from the period 3rd January 2019 to 15th
February 2019 at the time of internship I observed all employees and customers because of i have to learn
customer delight towards cars. And i interact with customer to get the answers of questions and feedback
about the showrooms.

The internship program is providing organizational experience and good real world experience to
participants. It is best way to explore our knowledge .it is involves the student in educational preparation.
The participants developing with research project and given best internship experience to participants. The
participants should conduct research as individual and it is usefully providing positive response of needs and
interest of every student in research program. In internship program every student would like to play with
active role in internship.

There has been a great deal of deliberation amongst marketers and academics regarding the extent to which
business managers should go to satisfy customers in their effort to create customer loyalty. From one
perspective, the goal is to achieve ultimate customer satisfaction, known as customer delight. From another
perspective it is argued that some customers are not worthy of the effort required to achieve delight due to
their limited Customer Lifetime Value and that customer loyalty has much more to do with how companies
deliver on their basic promises . However, customer delight has become an important focal point of some
studies with the realisation that customer satisfaction alone does not ensure customer loyalty .The differing
views on what is required to achieve customer loyalty can send conflicting messages to managers concerning
their efforts to create loyal customers. Customer loyalty is critical as it is an effective tool used to gain
strategic advantage in a highly competitive industry .

Service delivery is a component of business that defines the interaction between providers and client where
the providers offers a service, whether that be information or a task,and the client either finds value or loses
value as a result.
1.2 INDUSTRY PROFILE: AUTOMOBILE INDUSTRY:

Modern marketers are concentrating on the needs and wants of the people, and then producing products,
which satisfy those needs. A turning point in transport came when the wheel was invented. One good point
about mean is that he never been satisfied with his achievements. He always tries to improve his living
conditions.

As time passes in 1888 Benz Company invented the first car in the world. In early 1900 year, lot of changes
took place in culture, life style, standard of living was improved. So many industries have entered in this
field (4 wheelers) to improve the QUALITY of the product in different parameters.

As well as in 1928 the first imported car was introduced in India, In 1942 Hindustan Motors was
incorporated and in 1944 Premiere automobiles was started its manufacture. The growth was very less, but
in early 90’s tremendous changes took place in all industries because of Globalization. Many companies
have entered, to start it’s manufacturing in India. Because of cheap availability of resources. Particularly in
India compact car segment, in the past eight years many car makers have entered India hoping to tap its
much wanted middle class.

Automobile manufacturers in India have, for decades, perpetuated the idea that they know best not only
about manufacturing and selling years but also what the customer wanted. As a result even till the early 80’s,
customer was very often not able to choose the colors of the car or scooter he bought. Indeed, motorcycles
were usually back. So, to the premium payable. Dealers were not much more than bagmen and the general
message was that the act of buying a new car was simply a monitory transaction which resulted in a great
favor being bestowed on the customer.Over a period of more than two decades the Indian Automobile
Industry has been driving its own growth through phases.

The entry of Suzuki Corporation in Indian passenger car manufacturing is often pointed as the first sign of
India turning to a market economy. Since then the automobile sector witnessed rapid growth year after year.
By late-90's the industry reached self reliance in engine and component manufacturing from the status of
large scale importer. With comparatively higher rate of economic growth rate index against that of great
global powers, India has become a hub of domestic and exports business.

The automobile sector has been contributing its share to the shining economic performance of India in the
recent years. With the Indian middle class earning higher per capita income, more people are ready to own
private vehicles including cars and two- wheelers. Product movements and manned services have boosted in
the sales of medium and sized commercial vehicles for passenger and goods transport. The data obtained
from Ministry of Commerce and Industry, shows high growth obtained since 2001-02 in automobile
production continuing in the first three quarters of the 2004- 05. Annual growth was 16.0 per cent in April-
December, 2004; the growth rate in 2003- 04 was 15.1 percent the automobile industry grew at a compound
annual growth rate (CAGR) of 22 per cent between 1992 and 1997.With investment exceeding Rs. 50,000
crore, the turnover of the automobile industry exceeded Rs. 59,518 crore in 2002-03. Including turnover of
the auto-component sector, the automotive industry's turnover, which was above Rs. 84,000 crore in 2002-
03, is estimated to have exceeded Rs.1,00,000 crore ( USD 22. 74 billion) in 2003-04.

Automobile Dealers Network in India:

In terms of Car dealer networks and authorized service stations, Maruti leads the pack with Dealer networks
and workshops across the country. The other leading automobile manufacturers are also trying to cope up
and are opening their service stations and dealer workshops in all the metros and major cities of the country.
Dealers offer varying kind of discount of finances who in tern pass it on to the customers in the form of
reduced interest rates.

Government has liberalized the norms for foreign investment and import of technology and that appears to
have benefited the automobile sector. The production of total vehicles increased from 4.2 million in 1998-99
to 7.3 million in 2003-04. It is likely that the production of such vehicles will exceed 10 million in the next
couple of years.The industry has adopted the global standards and this was manifested in the increasing
exports of the sector. After a temporary slump during 1998-99 and 1999-00, such exports registered robust
growth rates of well over 50 per cent in 2002-03 and 2003-04 each to exceed two and- a-half times the
export figure for 2001-02.
1.3COMPANY PROFILE:

Kalyani Motors established in 2006 as an authorized sales and service dealers for Maruti Suzuki. Kalyani
motors believes in customer delight and constantly aims to enhance its quality standards to achieve
perfection.keeping the customer delight, they are one of the fastest growing maruti Suzuki dealers in south
india. The service centres are enabled with skilled personnel,who can efficiently attend the repairs for the
entire range of maruti Suzuki cars sold in bengaluru. Also they are well equipped to provide excellent after
service with facilities like pick up and drop including a 24 hours helpline service.

1.4 PROMOTERS:

Mr. A MOHAN RAJU Chairman & MD

Ms.ASHWINI Customer care manager

Mr.VIJAY BABU Works manager

Mr.PRAVEEN.GV General manager

1.5 VISION:

Surpassing customer expectation, delighting the customers and to be India’s top most dealership for
MSIL(maruti suzuki india limited).

1.6 MISSION:

• Human Resources are an Asset that must be taken seriously.

• All Appraisals & Incentives should be altered to be 100% Objective.

• Internal Recruiting should be 1st choice prior to placing external recruitment ads.

• Strict Adherence to Expenses as per Budget.

1.7 QUALITY POLICY:

Quality policy has been designed in tune with customer requirements. Quality strategy is to maintain the
reputation of the company by constantly meeting and exceeding customer expectations on every occasion.
Ensure that all quality specifications are agreed to and clarified by both customers and suppliers before
proceeding further with the procurement process and ensure delivery of defect free quality products always
on time.

kalyani motors always commit themselves for every order equally to ensure total product quality and reduce
variation. they strive hard to constantly improve quality, cost, delivery and service levels towards obtaining
customer satisfaction.

1.8 Product/service Profile:

➢ New cars
➢ Maruti Insurance
➢ Extended Warranty
➢ Used cars-true value
➢ Car service
1.9 Areas of operations:
• Ramanagara
• Kanakapura
• Mysore road, banglore
• Bannergatta road ,banglore
• Nagadevanahalli,banglore

1.10 Compititors :
• Bimal Auto
• Sagar Automobile
• Mandovi motors
• Garuda
• RNS Motors
• Shruti Motors
• Pratham Motors.

Cars by kalyani motors:

1.ALTO 800.

2.ALTO K10
3.BALENO.

4.CELERIO

5.CIAZ.
6.DZIRE.

7.ERTIGA.

8.IGNIS.
9.OMNI.

10.S-CROSS

11.SWIFT.
12.VITARA BREZZA.

13.WAGONR.
1.11 SWOT ANALYSIS:
Strengths:
• Distributor network brand loyalty, Japan technology and Service distribution
• After sales service
• Cost-effective
• Low maintenance
• Indian middle-class
• Low price
• High fuel efficiency
• Strong brand image & loyalty
Weaknesses:
• Lack of experience in foreign market.
• Low Resale value.
• Low engine capacity.
Opportunity:
• High end car segment
• Improve handling
• Attracting youth
• Perspective huge market of government and software company employees
Threats:
• Stiff competition from local players.
• Rising customer’s expectations.
• Fuel price
• Foreign brands
• Small car competition.
1.12 Future growth:
• The New Maruti wagon-R Launch to Revive the Drop in July Sales of MSIL
• Eyeing Future, Maruti Suzuki geared up to invest Rs 3,000 cr in next fiscal
• Maruti to take annual production capacity to 17.5 lakh units by 2020
• Maruti Opens new workshop at Kaza at an altitude of 3,740 mmeters
1.13 Infrastructure facilities:
Kalyani motors is located in bannergatta road banglore. One of the Busiest and commercial road in banglore
city with well furnished showroom .various facilities provided by the kalyani motors.
• Customer facilitation in reception.
• Customer waiting room
 FINANCIAL STATEMENT ANALYSIS

FIGURES AT THE END OF

SL.NO PARTICULAR NOTE 2018 2017
NO
1 EQUITY AND LIABILITIES
1 Shareholder’s Funds
a) Share capital 1 14,99,90,000 14,99,90,00
b) Reserves and surplus 2 9,40,34,967 8,81,96,205

2 Share application Money Pending 0 0

Allotment
3 Non-current Liabilities
a) Long term Barrowings 3 6,92,66,234 3,25,35,952
b) Deferred Tax liability(net) 4 34,20,400 60,14,500
c) Other Long Term Liabilities 5 33,88,703 32,59,923
d) Long term provisions 0 0
4 Current Liabilities
a) Short term Barrowings 6 15,98,14,793 15,98,63,222
b) Trade payables 7 15,79,43,016 11,18,66,971
c) Other current liabilities 8 6,51,84,784 6,67,76,972
d) Short term provisions 9 43,59,400 56,13,125
TOTAL 70,74,02,297 62,41,16,870
Chapter 2: Conceptual background and Literature review:

Customer delight and service delivery:

Customer delight is surprising a cutomer by exceeding his or her expectations and thus creating a positive
emotional reaction. This emotional reaction leads to word of mouth. Customer delight directly affects sales
and profitability of a company as it helps to distinguish the company and its products and services from the
competition .customer delight can be created by the product itself, by accompanied standard services and by
interaction is the greatest source of opportunities to create delight as it can be personalized and tailored to
the specific needs and wishes of the customer. During contacts with touch points in company, more than just
customer service can be delivered .

Service delivery:

Service delivery is a component of business that defines the interaction between providers and client where
the providers offers a service, whether that be information or a task,and the client either finds value or loses
value as a result.

2.1 Literature Review:

➢ Vavra, T.G (1997) in his book suggests specific programmes to improve the measurement of
customer delight in an organization. The author describes five critical skills required for this task
viz. sampling/customer-participant selection, questionnaire design, interviewing/survey
administration, data analysis and quality function deployment –building action plans.

➢ Oliver, Rust and Varki, 1997 Defines delight as surprising consumption, arousal and positive
affect. Their work is the first attempt to focus academic attention on the topic of customer delight.
The authors derived a model and six hypotheses (1) surprise to arousal (2) disconfirmation and
arousal to positive affect (3) surprising consumption, arousal and positive affect delight (4) positive
affect and disconfirmation to satisfaction, and (5) satisfaction and delight to behavioral intention.

➢ Ngobo, 1999They used a threshold model of the customer satisfaction-loyalty relationship and the
result shows that customer satisfaction has a greater impact on loyalty. Using a quadratic negative
model and a linear model of satisfaction and loyalty relationship the authors identified a linear
relationship between customer satisfaction and loyalty. Their study indicates very high levels of
customer satisfaction (delight); loyalty is likely to level off. The authors suggest if managers know
the existence of minimum and maximum thresholds of satisfaction, they can allocate their resources
better and reap the benefits to respective segments of satisfying customers. Mangers should assess
the costs and the benefits of such investments and they have to take the ‗customer delight fashion‘
carefully
➢ Willard Hom (2000) presents two broadly classified customer satisfaction models viz. Macro-
model, which place the customer satisfaction among a set of related constructs in marketing research
and Micro-models. Which theorize the elements of customer satisfaction. The paper also give various
models of customer satisfaction from the perspective of the marketing research discipline.

➢ Kumar & Iyer, 2001 stated disconfirmation of expectations plays a critical role in influencing
customer‘s satisfaction. Kumar and Iyar (2001) conducted a research to verify the antecedents that
best discriminate between customer satisfaction and customer delight. They hypothesize that a firm‘s
performance on aspects of a service that are related to a service provider‘s interpersonal behavior will
be a better discriminator between customer satisfaction and customer delight than aspects related to
the firm‘s service characteristics.

➢ Berman, 2005 The researcher distinguishes satisfaction and delight in his literature as satisfaction is
more cognitive and delight is more affective. Satisfaction has a weaker memory trace than delight.
Delightful experiences are much more memorable. He derived a model of dissatisfaction, outrage,
satisfaction and delight. According to his model, the major difference between satisfaction and
delight and dissatisfaction and outrage/pain is the element of surprise. Positive surprise results in
delight and negative surprise results in outrage and pain. He suggested to managers customer delight
delivery strategies need to be assessed from the perspective of cost/benefits, return on quality, ability
of competition to copy a specific strategy, and a firm‘s ability to deal with raised expectations
associated with each strategy. Prior to that managers should identify a strategy of customer delight is
to identify areas of performance where consumer expectations do not exist. Since different market
segment may have different range of expectations
➢ Peyton, R.M.(2003) in their working paper submitted at the allied Academies International
Conference presented a comprehension review of the literature on various customer satisfaction and
dissatisfaction theories proposed. The literature are specially prior to the 1990s. This review focuses
on the major components of the decision-making process, also addresses the measurement–related
issues relavant to this body of literature.
➢ Finn 2005 He conceptualized delight as an emotional response from surprising and positive levels of
performance. A reassessment of Oliver, Rust and Varki (1997) research, Finn 2005 propose and test
an integrative model of behavioral basis for customer delight. He selected a convenience sample of
319 university students and staff who were visited a consumer web site, were administrated a survey
instrument including measures of the delight model constructs and web site evaluation questions.
Multi-item measures or four constructs (Surprising consumption, Arousal, Positive affect, Delight)
consisted of emotion items and 5 point scale was used to measure the response. The author removed
5 negative items from 18 constructs and made remaining 13 items as four factor solution. Using
Structural Equation Model he identified the direct effect of delight on intention, which becomes
weaker and is no longer statistically significant. With further analysis, it was noted that customer
delight is not capturing a nonlinear effect of customer satisfaction on intention; it also provides
 additional support for the emotional versus cognitive distinction between delight and satisfaction.
Finally the research support for the conceptualization (Oliver, Rust and Varki, 1997) of customer
delight and customer satisfaction as distinct constructs.

➢ Neilly & Barr, 2006 described delight as customer expectations. Their study examines accounting
firm client‘s expectations and perception of delight in professional accounting services. Their result
shows that service providers are meeting and exceeding client‘s expectation. Added to that emotional
connection with the client‘s exceeding expectation has the potential to generate the highest level of
satisfaction, loyalty, and ultimately, profit for the firm. Simultaneously, delight goal may raise the
level of customer expectation which cannot be within reach, in turn creating dissatisfied customers.
The authors suggest managers the cost associated with creating and maintaining delight strategies are
often not worth the benefits. Even though by gathering information about clients may lead to delight
them through cost-effective activities by service providers.

➢ Evans and Burns, 2007 They conducted three exploratory researches to investigate product related
delight. They conceptualize delight, as experienced by customers when their expectations are
surprisingly disconfirmed. Further Evans& Burns, 2007 defined delight is an extension of
satisfaction, characterized by pleasure or positive affect. In their qualitative study the results shows
that the delighter items fell in three groups such as feature, delivery and wholes. Added to that,
performance inferences, product characterizations, and references to self were considered as product
as a whole, benefits and quality inferences were responses to all three types of delighter. Cognition
type and ingenuity inference were considered as delivery delighters. From the research they conclude
delight as a consumption emotion.

➢ Wang (2011) To sum up, there are an increasing number of studies of the phenomenon of ‗customer
delight‘. However the extant academic literature has largely focused on the conceptualization than its
implications in practice. Several authors have developed their own framework to conceptualize
delight. This review does not measure delight or outrage. It gives an insight to delight concepts.
Unfortunately; there is no commonly accepted scale to measure customer delight. And there is no
theoretical and practical model for delight and outrage. There is a need of theoretical and practical
model of delight and outrage for service sector and product sector separately. Hence future research
needs 1) practical methodology 2) a model for delight, its opposite and their outcomes 3) develop a
common scale to measure delight.
CHAPTER 3: Research design

3.1 Statement of the problem:

• The title of the study is Customer delight and service delivery of Maruti Suzuki cars with references
to kalyani motors pvt.Ltd .
• This study has been conducted to study the customer delight and service delivery and responses for
Maruti suzuki cars at kalyani motors.
• It is aimed at different customer satisfaction with reference to age,purpose of purchase, focusing on
the target group.
• To analysis the findings or recommend the changes in service towards customers.

3.2 Need and importance for the study:

In modern times the business organizations are adopting new techniques and methods for the growth of the
businesss. The organizations are giving better services to their customers to face challenge posed by the
compititors for every business, it is not only important to retain the present customers but also attract the
new customers . So there is need to ascertain the customers use regarding the services providing by reputed
organization like maruti Suzuki.with the increase in the market study there is a cut through competition
among the businessmen in the industry some of the other major compititors are Hyundai ,Fiat, Volkswagen,
Ford, Tata and Chevrolet.
The need for customer delight and satisfaction is necessary for all business, large or small. The satisfaction
of the customer is an all important task. Hence there is a need for the study.

3.3 OBJECTIVES OF THE STUDY:

• To study the customer delight and satisfaction with the usage of vehicles of MARUTI SUZUKI.
• To know the customers are satisfied with price and service network.
• TO know the whether maruti Suzuki performance matching with customer expectation.
• To know whether the dealer renders after sales service, and if he ,and how for the consumers are
satisfied with services rendered by dealer.

3.4 SCOPE OF THE STUDY:

• The Sample Size is Limited, So as to give the accurate information regarding Customer service
delivery.
• The scope is very limited, because attitude & expectations of the people change according to the time
& situation.
• The study is restricted to banglore city and that to among 100 respondents.
• The study is conducted only for 6weeks.
• Consistency was lacking with regard to the information given by few customers.
3.5 Research methodology:
Data collection is most essential aspect of any research because the whole result of research depends on the
data and information hence, the methodology adopted by me to a collect the data final interpretation were
through.
1. Survey Research:
This kind of research finds favor with almost all the social science researches. It is one of the most popular
methods of investigation, because a study of the attributes and variables in relation to the population (The
entire group of people, inhabitants, items etc…under study) is easier and is more accurate. Its suffers from a
negligible magnitude of error. Now-a-days sample survey has become an effective method for research. This
is possible with the help of personal interviews which are backed by questionnaires, direct oral observations.
Indirect oral observations and etc…
2. Primary source of Data:
Primary sources of data are the data which needs the personal efforts to collect it and which are not readily
available. Primary sources of data are the other type of sources through which the data was collected.
Customer opinions through questionnaires, Direct interaction with customers. Feedback forms.
Following are few ways in which the data was collected:
a) Questionnaires: Its set of questions on a sheet of paper was being given to the respondents of fill it,
based on which the data was interpreted.
b) Direct Interviewing: Direct interviewing involved the process where I asked the questions directly to the
customers and got the feedback.
3. Secondary Source of Data:
Secondary sources are the other important sources through which the data were collected. These are the
readily available sources of the data where one had need not put much effort to collect, because it is already
been collected and part in an elderly manner by some researchers, experts and socialites.
The secondary sources helpful for study were:
Secondary data collected through service record book, sales Report, customer contacts. Text books like
Marketing Management, Research Methodology, Advertisement and Sales Promotion. Internet was made
use for the collection of the data. Newspapers were also referred. Business Magazines also referred. Some
journals were also referred.
4. Sample Size:
By using cluster Sampling Technique 100 respondents are selected for the purpose of the study. Direct
questionnaires are used to survey the customers.
5.Period of the Study:
The Study is undertaken in the month of jan 3 to feb 15,2019.
HYPOTHESIS:( Null Hypothesis)
Ho1 :Model of the car level of satisfaction donot correlation with each other
Ho2:Occupation of the respondents has no significant effect on respondent Expectation on the performance
of the car.
Ho3:Occupation of the Respondents does not having significant influence on features of the model.
CHAPTER 4: ANALYSIS AND INTERPRETATION

SURVEY ANALYSIS:
SATISTICAL TOOLS:
Data Collection:
Data is collected with prepared questionnaire by arranging personnel interviews when customers are taking
their vehicle at the delivery counter in the kalyani Motors showroom.

Data Analysis:
Consider the manner of data collection adopted the study analyzed the data on a qualitative basis by decipher
in individual opinion various options collected from respective respondents are analyzed separately.
Data Interpretation:
The data collection from each and every user is analyzed and interpreted individually then compared
together and presented in the form of tables and charts. In each table the total respondents for particular
questions predicted among them. The alternative answers were for the particular questions are traced. The
high percentage of the answer is taken has correct answer then the data for that answer has been analyzed.
4.1 MODEL OF THE CAR OWNED BY THE RESPONDENTS
The below table shows the all Maruti brand models, and table showing that model of the car owned by the
respondents.
S.No Models No.of Percentage
Respondents
1 Maruti 800 19 19
2 Omni 04 04
3 Wagon R 07 07
4 Alto 32 32
5 Zen estilo 12 12
6 Swift 13 13
7 Swift Desire 09 09
8 SX-4 04 04
Total No.of Respondents 100 100%

Interpretation:
From the above evident, we can say that most selling car in Maruti is Alto, having the 32 respondents here.
And next most selling vehicles are the Maruti800, Swift & Zen Estilo, having 19, 13 & 12 respondents
respectively. And next upcoming vehicle is Swift Desire, having 09 respondents over here. Wagon R has
only 07 respondents, and other models have less sales according to this study.
4.2 MODE OF AWARENESS OF THE RESPONDENTS:
The below table shows the awareness of the respondents towards the Maruti’s brand.

S.No Modes No.of Percentage

Respondents
1 Newspapers 11 11
2 Magazines 23 23
3 Tv ads 19 19
4 Friends/Relatives 47 47
Total No.of Respondents 100 100%

Interpretation:
From the above chart, we observe that awareness is mainly from the friends/relatives with
47% and then we see through magazines, T.V.ads and followed by news papers.
4.3 FEATURES THAT ATTRACTED THE RESPONDENTS:

The below table shows the special features of Maruti’s brand cars that attracted the respondents
towards them.

S.No Crucial No.of Percentage

Respondents

1 Price 34 34

2 Mileage 53 53

3 Service 7 7

4 Brand Image 6 6

Total No.of Respondents 100 100%

Interpretation:

From the above chart, It is concluded that 34% of them say that price is crucial, 53% of them say
mileage and 7% & 6% of them say service and brand image.
4.4 INFLUENCE ON RESPONDENT FOR DECISION MAKING

The below table shows the how the influence changes the Decision making of the respondents to
purchase the vehicle.

S.No Influenced No.of Percentage

Respondents

1 Yourself 48 48

2 Family 36 36

3 Friends 6 6

4 Advertisement 10 10

Total No.of Respondents 100 100%

Interpretation:
From the above evident, we can say that 48% of them are influenced by them self and 36% of
them feel family play a vital role to purchase their vehicle. And next followed by advertisement
and friends.
4.5 RESPONDENTS FEELINGS ON QUALITY AND TECHNOLOGY:
The below table shows that respondents level of satisfaction on the Maruti’s quality and
technology.
S.No Quality and No.of Percentage
technology Respondents
1 Very satisfied 78 78
2 Satisfied 19 19
3 Indifferent 03 03
4 Dissatisfied 00 00
Total No.of Respondents 100 100%

Interpretations:
From the above evident, we can say that 78% respondents are very satisfied with the Maruti’s
Luxury and Spacious. And 19% of respondents are satisfied and remaining 3% are indifferent.
From this we can say that 97% are satisfied with the quality & technology.
4.6 RESPONDENTS FEELING ON CONVENIENCY OF SERVICE NETWORK:
The below table shows that respondents feeling on convenience of service network of Maruti.
S.No Service Network No.of Respondents Percentage

1 Very Convenient 78 78

2 Moderate 21 1
convenient
3 Inconvenient 1 1

Total No.of Respondents 100 100%

Interpretation:

From the above evident, we can say that 78% respondents are saying that service network of
Maruti is very convenient, and 21% respondents are saying that service network of Maruti is
moderately convenient and remaining 1% are saying that inconvenient. From this we can say that
99% are saying that Maruti service Network is convenient.
4.7 RESPONDENTS USE THE VEHICLE MOSTLY FOR:
The below table shows that how respondents use their vehicle mostly and the purpose of the
vehicle has been purchased.
S.No Car used for No.of Respondents Percentage

1 Office 44 44

2 Family 45 45

3 Long drives 9 9

4 Shopping 2 2

Total No.of Respondents 100 100%

Interpretation:
From the above evident, It was observed that 44% of the respondents use there vehicle for going
to office, 45% of the respondents use there vehicle to take there family out and 2% and 9% of the
respondents use there vehicle for shopping and long drives.
4.8 RESPONDENTS EXPECTATIONS ON DURABILITY OF MARUTI VEHICLE:
The table below shows that respondents expectations on Maruti vehicle to keep.
S.No How long u No.of Percentage
will use Respondents
1 1-2 years 5 5
2 2-4 years 15 15
3 4-8 years 68 68
4 8 years and 12 12
above
Total No.of Respondents 100 100%

Interpretation:
From the above evident it is observed that 5% and 15% of the consumers keep their vehicle
1-2years and 2-4years respectively, and 68% and 12% of consumers keep their vehicle for
4-8years and 8years & above.
4.9 FEELING OF THE RESPONDENTS WHILE DRIVING MARUTI:
The below table shows that how respondents feel comfortable while driving the Maruti vehicle.
S.No Particulars No.of Percentage
Respondents
1 More comfortable 20 20

2 Comfortable 68 68

3 Less comfortable 11 11

4 Un comfortable 01 01

Total No.of Respondents 100 100%

Interpretation:
From above evident, it is observed that 20% of them feel more comfortable, 68% of respondents
feel comfortable, and 11% of them feel less comfortable.
4.10 RESPONDENTS OVERALL VIEW ON PERFORMANCE OF MARUTI:
The below table shows how respondents feel on the total performance of the Maruti vehicle
when compaired to the other brand cars.
S.No Particulars No.of Percentag
Respondents e
1 Excellent 17 17
2 Good 59 59
3 Average 24 24
4 Below 00 00
Average
Total No.of Respondents 100 100%

Interpretation:
From above evident, we can say that 17% respondents feel performance of the Maruti is
excellent when compaired to other brands, and 59%, & 24% of respondents feel good & average
respectively. This shows that satisfaction of respondents.
4.11 INFORMATION ABOUT SERVICE OFFERED:
The below table shows that how respondents get information regarding the service offered by the
company to them.
S.No Information No.of Percentage
given respondents
1 Yes 95 95

2 No 05 05

Total No.of Respondents 100 100%

Interpretation:
From the above chart we observe that 95% of the respondents feel that information regarding
free service is provided them.
4.12 DELIVERY TIME:
The below table shows that the kalyani dealer has delivered the vehicle at promised time or not.

S.No On Time No.of Percentage

Delivery Respondents
1 Yes 80 80

2 No 20 20

Total No.of Respondents 100 100%

Interpretation:
From the above chart, it is observed that 80% of the respondents said that vehicle is delivered on
time and remaining 20% of the respondents are saying that the vehicle is not delivered on time.
CHAPTER 5: FINDINGS, CONCLUSION AND SUGGESTIONS
5.1 FINDINGS:
• We observe that awareness is mainly from the friends/relatives with 47%.

• It is concluded that 34% of them say that price is crucial, 53% of them say mileage.
• Most of the respondents believe that Maruti is good
• 48% respondents take their own decisions and 36% through family members
• 78% people are very satisfied with quality and technology
• Most of the people are very satisfied with luxury and spacious.
• 78% respondents feeling on convenience of service network of Maruti.
• 45% respondents use their vehicle mostly and the purpose of the vehicle has been purchased.
• 68% respondents expectations on Maruti vehicle to keep it for 4-8yrs
• 68% respondents feel comfortable while driving the Maruti vehicle.
•.95% respondents get information regarding the service offered by the company to
them.
• 80% respondents are accepted that kalyani motors delivered the vehicles at promised time.
5.2 CONCLUSIONS:
• Most of the buyers are professionals and business people using the Maruti cars
• Most of the respondents are saying that main reasons for buying Maruti are trust car
Worthy and good for Indian roads.
• About 97% of the respondents are satisfied with the quality & technology.
• About 96% of the customers are satisfied with luxury & spacious.
• About 94% the customers feel that the price of vehicle is affordable
• 99% of the respondents are highly satisfied with service network of Maruti.
• 45% of the respondents use there vehicle to take there family out and 44% use for going
to office.
• Many of the Maruti car buyers are high middle class people, like to keep there Vehicle
4years above. But professionals and business people like to change there Vehicle after
2years.
• Many of the respondents are satisfied with regard to mileage.
• 75% of the respondents are satisfied with overall performance of the vehicle and 25% of
the users are constant.
• 80% of the respondents said that the vehicle is delivering on time and 20% of the
respondents are not satisfied with vehicle delivery.
5.3 SUGGESTIONS:
• Maruti Company has to frame new strategies to gain all the potential customers.
• Maruti dealers have to come up some potential activities, schemes and offers to attract
people.
• Dealers should come up with ease in documentation for financing the customer.
• Service advisers need training and motivate them.
• Maruti has to improve the different promotional activities through effective media.
QUESTIONNAIRE:
Dear Sir,
I am the student of Cmrit,conducting a survey on MARUTI SUZUKI in banglore
cities. I would like to share some views and ideas with you.
Name : …………………………………
Profession : …………………………………
Address : ………………………………………………
Contacts :………………………………………………

1. Which model MARUTI SUZUKI car do you own………?

• M-800 ( )
• Omni ( )
• Alto ( )
• Zen Estilo ( )
• Wagon-R ( )
• Swift ( )
• Swift Desire ( )
• A-star ( )
• SX-4 ( )

2. How did you come to know about MARUTI SUZUKI cars……?

• Newspapers ( )
• Magazines( )
• TV ads ( )
• Friends/Relatives ( )
• Any other……………
3. What attracted/prompted you to buy MARUTI SUZUKI among all other brands…? (Please
rank……)
• Brand image ( )
• Service network ( )
• Price ( )
• mileage ( )
4. What are the features attracted you to buy the car you owning…?(give the order of preference
1-5) Suits
• my need ( )
• Easy maintenance ( )
• Trust worthy ( )
• fuel efficient ( )
• Good for Indian roads ( )
5. Who influenced in buying the car you own……?
• Your self ( )
• Family ( )
• Friends ( )
• Advertisement ( )
6. How do you feel on MARUTI SUZUKI quality and technology……?
• Very satisfied ( )
• Satisfied ( )
• Indifferent ( )
• Dissatisfied ( )
7. How do you feel about your MARUTI SUZUKI is luxury and spacious……?
• Very satisfied ( )
• Satisfied ( )
• Indifferent ( )
• Dissatisfied ( )
8. Price of your MARUTI SUZUKI vehicle……?
• High ( )
• Reasonable ( )
• Low ( )
9. Price of spare parts to your MARUTI SUZUKI……?
• High ( )
• Reasonable ( )
• Low ( )
10. Convenient of service network……?
• Very convenient ( )
• Moderate convenient ( )
• Inconvenient ( )
11. Main purpose of that you will use your car for……?
• Office ( )
• Family ( )
• Long drives ( )
• Shopping ( )
12. How long you will use this vehicle……?
• 1-2 Yrs ( )
• 2-4 Yrs ( )
• 4-8 Yrs ( )
• 8 Yrs & above ( )
13. How do you feel when you drive yours MARUTI SUZUKI car……?
• More comfortable ( )
• Comfortable ( )
• Less comfortable ( )
• Uncomfortable ( )
14. How do you rate the over all performance of the car compared to others……?
• Excellent ( )
• Good ( )
• Average ( )
• below average ( )
15. Please rank the mileage of the car when compared to other cars……?
• Very good ( )
• Good ( )
• Average ( )
• below average ( )
16. Do you get information about the free service offered by the company? from time to
time………?
• Yes ( )
• No ( )
17. How do you feel on KALYANI MOTORS dealership facility……?
• Outstanding ( )
• Acceptable ( )
• Average ( )
• Unacceptable ( )
18. Is vehicle delivered on time……?
• Yes ( )
• No ( )
19. How is the performance of the executives at the dealership……?
• Excellent ( )
• Good ( )
• O.K. ( )
• Poor ( )
20. Based on your overall experience will you like to purchase or refer this
brand/dealer to any other person……?
• Definitely ( )
• May Be ( )
• Never ( )
21. Do you have any suggestions for the MARUTI SUZUKI as well as Kalyani MOTORS
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BIBLIOGRAPHY:
1. C.R. Kothari Research methodology Methods & Techniques. 2\e Vishwa prakashan.(2006).
2. Phillip Kotler Marketing Management 11\e Pearson. (2007).
3. Phillip Kotler Marketing Management 12\e & 13\e Pearson. (2008).
4. Kerin. Hartley & Rudelius: Marketing the Core. McGraw-Hill, Irwin. (2007).
5. Phillip Kotler and Kelvin Lane Marketing Management 12\e Pearson Education (2007).
WEBSITES :
1. www.learn marketing.com
2. Www.maruti Suzuki.com