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International Journal of Pure and Applied Mathematics
Volume 119 No. 12 2018, 1119-1133

ISSN: 1314-3395 (on-line version)
url: http://www.ijpam.eu
Special Issue
ijpam.eu
“A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT WITH THE

REFRENCE OF GALAXY TOYOTA PVT. LTD.”
J.Pavithra1, Dr.J.Hameed Hussain2
Assistant Professor1, Dean Engineering2, Department of Management Studies1,2
BIST, BIHER, Bharath University, Chennai
pavithra.mba@bharathuniv.ac.in
INTRODUCTION
CRM, or Customer relationship management, is a number of strategies and technologies that are
used to build stronger relationships between companies and their customers. A company will
store information that is related to their customers, and they will spend time analyzing it so that it
can be used for this purpose.
Some of the methods connected with CRM are automated, and the purpose of this is
to create marketing strategies which are targeted towards specific customers. The strategies used
will be dependent on the information that is contained within the system. Customer relationship
management is commonly used by corporations, and they will focus on maintaining a strong
relationship with their clients.
There are a number of reasons why CRM has become so important in the last 10
years. The competition in the global market has become highly competitive, and it has become
easier for customers to switch companies if they are not happy with the service they receive. One
of the primary goals of CRM is to maintain clients. When it is used effectively, a company will
be able to build a relationship with their customers that can last a lifetime. Customer relationship
management tools will generally come in the form of software. Each software program may vary
in the way it approaches CRM. It is important to realize that CRM is more than just a
technology[1-6].
Customer relationship management could be better defined as being a methodology, an
approach that a company will use to achieve their goals. It should be directly connected to the
philosophy of the company. It must guide all of its policies, and it must be an important part of
customer service and marketing. If this is not done, the CRM system will become a failure.
There are a number of things the ideal CRM system should have. It should allow the company to
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International Journal of Pure and Applied Mathematics Special Issue
find the factors that interest their customers the most. A company must realize that it is
impossible for them to succeed if they do not cater to the desires and needs of their customers.
Customer relationship management is a powerful system that will allow them to do this[7-11].
It is also important for the CRM system to foster a philosophy that is oriented towards
the customers. While this may sound like common sense, there are a sizeable number of
companies that have failed to do it, and their businesses suffered as a result. With CRM, the
customer is always right, and they are the most important factor in the success of the company. It
is also important for the company to use measures that are dependent on their customers. This
will greatly tip the odds of success in their favor. While CRM should not be viewed as a
technology, it is important to realize that there are end to end processes that must be created so
that customers can be properly served. In many cases, these processes will use computers and
software[12-15].
Customer support is directly connected to CRM. If a company fails to provide

quality customer support, they have also failed with their CRM system. When a customer makes
complaints, they must be handled quickly and efficiently. The company should also seek to make
sure those mistakes are not repeated. When sales are made, they should be tracked so that the
company can analyze them from various aspects. It is also important to understand the
architecture of Customer relationship management. The architecture of CRM can be broken
down into three categories, and these are collaborative, operational, and analytical. The
collaborative aspect of CRM deals with
OBJECTIVE OF THE STUDY
 Primary Objective:
To Study the customer relationship management of Toyota Motors.
 Secondary Objective:
 To study the relationship of the customer.
 To discover new customer and increase
Customer retention.
 Attracting existing and new customer.
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 To provide better services to the customer.
NEED OF STUDY:
The ultimate purpose of CRM, like any organizational initiative, is to increase profit. In the case
of CRM this is achieved mainly by providing a better service to your customers than your
competitors. CRM not only improves the service to customers though; a good CRM capability
will also reduce costs[16-22], wastage, and complaints (although you may see some increase
initially, simply because you hear about things that without CRM would have stayed hidden)
SCOPE OF THE STUDY
The Customer is King! This credo is more powerful, relevant and true today than ever before.
In a truly customer driven economy, success depends on a company’s ability to be with the
customer on a round the clock basis satisfying all their product and service specific needs.
Simply stated, Customer Relationship Management (CRM) is about finding, getting, and
retaining customers.
Customer Relationship Management is one of the hottest and most talked about topics in the
industry today and for good reason. CRM (customer relationship management) is an
information industry term for methodologies, software, and usually Internet capabilities that
help an enterprise manage customer relationships in an organized way. Simply
stated, Customer Relationship Management(CRM) is about finding, getting, and retaining
customers[23-27].
CRM is at the core of any customer- focused business strategy and includes the people,
processes, and technology questions associated with marketing, sales, and service. In today’s
hyper-competitive world, organizations looking to implement successful CRM strategies need
to focus on a common view of the customer using integrated information systems
and contact center implementations that allow the customer to communicate via any desired
communication channel.
CRM is all about building long term business relationships with your customers. It is best
described as the blending of internal business processes: Sales, Marketing and Customer
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support with technology. CRM is to meet and exceed customer expectations, create a positive
customer experience and build customer loyalty. Solutions empower businesses to more
efficiently and effectively manage the activities that affect their relationship with their
customers. The ultimate goal of
CRM changes all of this and represents a continuing evolution in managing front office
operations. With CRM, traditional departmental applications for sales, marketing and customer
service are consolidated into a single unified system capable of managing the entire customer
life cycle. This approach allows employees throughout an organization to have immediate
access to a complete profile of important customer information. Organizations who are
implementing CRM solutions feel confident that providing access to this level of information
will assist their sales and support staff in better understanding the needs and buying patterns of
their customers[28-33].
LIMITATIONS OF THE STUDY
Since the road to improvement is never ending, so this study also suffers from certain limitations.
Some of them are as follows:
 Because of illiteracy, it was a time consuming method in which continuous guidance was
required.
 Questionnaire method involves some uncertainty of response. Co-operation on the part of
informants, in some cases, was difficult to presume.
 It is possible that the information supplied by the informants may be incorrect. So, the
study may lack accuracy.
 The study is confined in Delhi area only.
My research process was as follows:-
1. Define the problem and research objectives
The objective of the study conducted was to analyze the customer relationship management of
Toyota Motors. Secondary objective of customer survey was to know the suggestions made by the
customers as to the improvement that can be made. Another objective was to find out customers
preference regarding the various facilities provided by the Toyota Motors
2. Developing Research Plan
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The second stage of marketing research calls for developing a most efficient plan for gathering
needed information. Designing a research plan calls for taking decision on data sources research,
approach, research instrument, sampling plan and contact methods[34-40].
There are two types of data used for data collection they are:
1. Primary Data
2. Secondary Data
1. PRIMARY DATA
Those data, collected first hand by the researcher, especially for the purpose of the study are
known as primary data. The data is collected directly from the person in the sample population.
In this project research the collection of data is directly interviewing customer. In the collection
of the primary data, I have used survey method and used the questionnaire method.
Mainly, there are two methods for the primary data which are given below:
a. Observation method
b. Survey method
2. SECONDARY DATA
Any data which has been gathered earlier for other purpose are secondary data. This data has
been from newspapers, magazines and the internet[44-45].
The Google search engine helped me a great deal in locating various articles concerning Toyota
Motors and the answer.com also helped me collecting various data
RESEARCH APPROACH
The various ways of research approaches are:-
 Observation research
 Survey research
 Focus group research
 Experimental research
In this project the approach used was survey approach because the main objective of our survey
was to find out the customer relationship management of Toyota Motors.
RESEARCH INSTRUMENT
Research instrument can be of two types, firstly questionnaire method and secondly
mechanical instrument. In this survey the instrument was questionnaire method.
SAMPLE PLAN
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Sample unit: Galaxy Toyota.

Sample size: 400 customers
Field Work Area: Kotla Mubarakpur branch, South Delhi (New delhi) Region.
CONTACT METHODS
The method of contacts can be of four types
 Mail Questionnaire
 Personal Interview
 Telephonic Interview
 Internet
The survey method adopted in my survey is personal Interview method
Tools Used in Survey
 Chi-Square Test
 Pie-Chart Analysis
 Bar Graph Analysis
9) WHICH CARS DO YOU OWN OR PREFER
TABLE 9
CARS OWN / PREFER NO OF RESPONDENT PERSENTAGE
TOYOTA 82 82
HYUNDAI 7 7
MARUTI SUZUKI 3 3
TATA 2 2
OTHERS 6 6
TOTAL 100 100
INTERPRETATION:
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From above description it is shown that maximum no. of customer owned the Toyota cars.
CHART 9
INFERENCE:
Above the table it clear that the 82% of the respondent from toyta,7% respondents from
Hyundai ,3% of the respondents from Maruti Suzuki,2% of the Tata and 6% of the others.
10) WHAT IS YOUR SOURCE TO FIND OUT INFORMATION ABOUT TOYOTA?
TABLE 10
INFORMATION SOURSE NO OF RESPONDENT PERSENTAGE
DEALERS 21 21
PRINTMEDIA 29 29
TV 19 19
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INTERNET 31 31
TOTAL 100 100
INTERPRETATION:
From above description it is shown that maximum no. of customer take the information from the
internet.
CHART 10
INFERENCE:
Above the table it is clear that the 31% of the Reaspondents from internet, 19% of the
reaspondents from TV.
11) DO YOU THINK TOYOTA HAS MOST FUEL EFFICIENCY?
TABLE 11
FUEL EFFICIENT NO OF RESPONDENT PERSENTAGE
YES 78 78
NO 22 22
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TOTAL 100 100
INTERPRETATION:
From above description it is shown that maximum no. of customer are satisfied by the fuel
efficiency of the Toyota car.
CHART 11
INFERENCE:
Above the table it is clear that the 78% respondents’ of Toyota is full efficiency and 22%
Respondents are not full efficiency[41-43].
FINDINGS
 41% of all customer related to age group 41-50 visited to Galaxy Toyota.
 96% of all customers are male who visited in Toyota.
 88% of all married customer who visited in Galaxy Toyota.
 63% of all customer related to <4 family size visit in Galaxy Toyo
 44% of all PG customers are visited in Galaxy Toyota.
 43% of all occupation of pvt. Service customers are visited in Galaxy Toyota.
 43% of all customers whose monthly income is more than 1L are vistited in Galaxy
Toyota.
 96% of all customers own any were car.
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 88% of all customers were owner of Toyota or prefer.
 31% of customer get the information of internet and 29% from print media and 21%
from dealers and 19% from TV of about the Lanson Toyota.
 78% of the respondents felt that Toyota has the most fuel efficiency.
 42% of the customer using 3-5 years of Toyota cars.
 56% of the customer felt that the features of the Toyota are good. While 12% of
customer thought it was not so good, 27% thought it was very good and 5% felt
satisfactory about the features of Galaxy Toyota.
 53% of the customer felt that the pricing strategy of the Toyota is good. While 13% of
customers are dissatisfied, 26% extremely satisfied and 8% felt extremely dissatisfied
about the Galaxy Toyota.
 47% of the customer felt that services given by Toyota are very good. While 4% of
customer thought it was very poor, 12% thoughts it was excellent and 29% are thoughts
are good and 8% felt poor about Toyota.
 32% of customers are fill that Toyota known as for fuel efficiency. 28% thoughts
design is so good and 24% comfort and last 16% of handling.
 38% of customer felt that should be improve in cheaper motor parts in Toyota and 31%
thoughts make it more service station and 26% thoughts make it more affordable and
5% others
 27%of the customer would prefer to buy a Hyundai car apart from Galaxy Toyota
 91% of the customer suggest own friends to buy a Toyota car.
SUGGESTIO
 Toyota should adopt the defensive marketing strategy because as being the second largest
car producer in the international market.
 Toyota must at the moment carry out a feasibility study for launching a vehicle in the
domestic market where it has models like the Innova and Camry amongst others.
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 Toyota should adopt an offensive marketing strategy for entering in the small car
segment. This market is dominated by Maruti Suzuki and Hyundai in the Indian domestic
auto market[7-11]
 Toyota must plan out an ideal marketing producing capacity, because it faces the problem
of over and under capacity in case of upturn and downturn of the market.
 Customers also feel that there should be more service stations because maximum
customers come from out of Delhi.By which the company can provide more effective
services and can maintain the good relationship with the customers.
CONCLUSION
 In conclusion, matching customer expectation and customer relationship through
proper service of marketing activities will improve company reputation and create
loyal customer.
 The research work is done with a very definite proposition of finding the
customer relationship management for the 3rd largest automobile industry in India
of the Toyota motors. Customers prefer branded and cheaper spare parts of the
vehicles and good quality of the product.
 By above survey it is clarified that Toyota Motors has maintain a good and strong
position and relationship in the automobile market.
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International Journal of Pure and Applied Mathematics

Volume 119 No. 12 2018, 1119-1133

“A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT WITH THE

Customer support is directly connected to CRM. If a company fails to provide

 To provide better services to the customer.

Sample unit: Galaxy Toyota.

TOTAL 100 100

TOTAL 100 100

TOTAL 100 100

 88% of all customers were owner of Toyota or prefer.

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