Customer Satisfaction towards Maruti Swift

EXECUTIVE SUMMARY
Maruti Suzuki is market leader in multi utility vehicles in the India from 2003. The total sales
numbers in 2009-10 market a growth of 29 per cent over last financial year. Maruti Suzuki's total
sale in 2009-10 was 792,167units.
During March 2010, Maruti Suzuki sold total of 95,123 units, growing 11 percent over March
2009 (85,669 units). The March 2010 numbers include domestic sales of 79,530 units and the
highest ever monthly exports of 15,593 units. The previous highest monthly exports were in
August

2009

at

14,847

units.

Maruti Suzuki is now expanding its production capacity to reach 12, 50,000 units (1.25 million)
by 2012. In March 2010, the company announced an investment of Rs 1,700 Crore for expansion
of the production facilities by 2.5 lakh units at its Manesar plant.
The main objective of the study is to know the Customer satisfaction toward the Maruti
Swift a heart car launched by Maruti Suzuki.
The survey involved gathering wide information about the company, its product, customer
satisfaction toward Swift and impact of various competitive firms on the company.
From the information collected, various aspects were identified by the company, where there is a
needs to focus more to improve the efficiency of the marketing team of Maruti Suzuki
automotives.
The research was conducted through collection of the primary and secondary data. Secondary
data was collected through visiting various web sites, automobile magazines and other reliable
sources. Primary data was collected through a well framed questionnaire, from which a detailed
analysis was done using various statistical I.T. tools.
On the basis of the secondary data analysis and the extensive analysis of the primary data,
interpretations were drawn for the questions and on the basis of those interpretations conclusion
and suggestions were drawn.

Hyundai Getz is the major competitor of the Maruti Swift. Because 22% to 26% customers have
changed their decision from GETZ to SWIF. 22 to 26% customers wanted to buy Getz but after
launching the Swift they changed their decision.
Customers are highly satisfied with the Swift Diesel model .The customers are ready to pay their
money on the Swift for better satisfaction .Now the present time the swift is going on the
advance booking before 5 to 6 months.
Maruti Suzuki automotive has to increase its market share in the A2 segment car and in the
defense purpose and also in MPVs.
In the survey we found that customers are not happy with the Swift back glass because they are
unable to clear visibility in the back side when they have to need of back gear due to the very
small size of back glass.
Customer is emotionally attachment with the swift due to their safety features of the swift. And
mileage of swift is also major part of customers satisfaction. The customers believe that the
Swift is not costly according to their features. Customers are in very enthusiastic mood to see
the new change in the Swift.

RESEARCH METHODOLOGY
Two broad research methodologies can be used to answer any research question. They are
experimental research or Non experimental research. In experiment research, there is control
over the extraneous variable and manipulation of at least one variable investigation. In Non
experimental research , there is no intervention beyond that needed for the purpose of
measurement .
RESEARCH DESIGN:A research design is a statement is a statement or specification of the method and producers used
for acquiring the information needed for the solution of some specific problems. It provides a
scientific frame work for conducting a research.

Although research design may be classified by many criteria, the most useful one concern the
major purpose of the investigation. On the basis, research design can be classified into three
classes Exploratory, Descriptive and Casual. If no formal design or structure questionnaire are
used, exploratory design is used .If a person is conversant with the problem environment, or is
conducting the research for some specific purpose using structure questionnaire to gather
information, the research design is descriptive casual research design is used to establish cause
and affect relationship.

For descriptive studies and also casual studied, data analysis and project output are critical
aspects of research planning, this study uses descriptive design.

DATA COLLECTION METHOD

The following steps are involved in the data collection process:

Finding out the type of information required in the investigation.

Establishing the facts that are available at present and the additional facts required.

Identification of the source from where they can be available.

Selection of appropriate information collection method.

The data required from this study is collected from primary and secondary sources;
The data collected are both Quantitative and Qualitative.

PRIMARY SOURCES:The primary used for gathering data required for this survey is Survey method

In the survey method a survey of the consumers satisfaction toward four wheeler is done. A
planned effort is made using structured questionnaire to interview the respondents. The
respondents are the owners of the four wheeler, who are interviewed, are chosen using non
probability sampling method.
The survey can be done through personal interviews .In this study respondent are interviewed
personally so that the errors involved in gathering primary data are minimized.

SECONDARY SOURCES:The secondary sources used for collecting data are:1.Internal Sources: Companys Reports.
Companys Publications.
Companys Employees.
Company Strategy.

1. External Sources:-

Information was gathered from Magazines like Auto Expo, Car Bazaar, and Business
World & Business Today. Business dailies like The Economic Times, The Business Line
etc
News Paper like The Hindustan Times, Business Standard & The Corporate Times. Apart
from this information was also taken from internet.

SAMPLING PROCESS:Taking into account the practical considerations ( Such as time limit, cost, etc ) the study a
sample survey as the means of means of gathering primary information. A sample survey allows
a reason to concentrate his attention upon a relatively small number of people and hence, to
devote more time and energy to ensure that the information collected from them is more
accurate.

DEFINING THE POPULATION:The first thing that a sample plan must include is the definition of the population to be
investigation. The population should be defined as clearly as possible. The population chosen for
the study, taking in to consideration the objective of the study is defined as, all the customer of
four wheeler.

SAMPLE DESIGN:Sample design is the heart of the sample planning process. A sample design involves
specifications of the type of sample used, the appropriate sampling unit, and the sample size.

TYPE OF SAMPLE:The study use non probability sampling most of the sampling in marketing research is non
probability in nature of the various non probability methods , convenience sampling method is
used in this study rather than using a table of random number as in probability sampling .
convenience sampling means that the sampling unit are accessible, convenient and easy to
measure. The advantage of choosing a non -probability sampling methods is that the sampling
error will be when compared to probability sampling.

SAMPLING UNIT:The sampling unit forms the basis of the entire sampling procedure. It is that which is actually
chosen by the sampling process. The sampling unit may contain one or more population
elements. The sampling unit in the study consists of the private employees, government
employees, business people and others.

SAMPLE SIZE:The sample consist of 50 customer selected from the Hyderabad using convenience sampling
method. Out of the customers selected for the study, some did not own four wheeler and some
had not responded well. Hence they had to be replaced by other customers.

LIMITATIONS:-

Taking the market conditions into consideration the survey, which include a
sample of 50, was a respective one.
Due to the limitation of span of time and limited resources survey was conducted
for a period of 6 weeks.

The geographic region covered for the survey was limited to the boundaries of the
Hyderabad city.

Since the survey was conducted at the market localities and the person who has
owns a Maruti Swift

 Improper response from customers and buyers, but it was minimal.

Scientific methods of post testing could not be conducted.

Minimal possible bias in administrating the questions at the survey conducted

area.

The reaction and attitudes are subjected to changes according to their needs and
time.