A

SUMMER PROJECT REPORT

On

CONSUMER SATISFACTION WITH

MARUTI SUZUKI
Submitted towards Partial Fulfillment of the Requirement for
the Award of the Degree of

BACHELOR OF BUSINESS
ADMINISTRATION
From
(AFFILIATED TO C.C.S. UNIVERSITY, MEERUT)

Session
(2012-2015)

Submitted To:

Submitted By:

Dr. Geeta Tomar

ANKIT KUMAR
Roll No. 8016505
BBA- VI Sem

ASTRON COLLEGE OF EDUCATION,

MEERUT
1

STUDENT DECLARATION
I, ANKIT KUMAR

Student of BBA- VI Sem

under signed hereby

declare that the project report on CONSUMER SATISFACTION WITH

MARUTI SUZUKI complied and submitted under the guidance of
Dr. Geeta Tomar, Faculty of Management, Astron College Of Education,
Meerut is my original work. The empirical finding in this reports are based
on the annual reports of the company. While preparing this report, I have not
copied material from any report.

ANKIT KUMAR
Roll No. 8016505
BBA- VI Sem

ACKNOWLEDGEMENT
I would sincerely thank our all faculty members because without
whose guidance this project would not have been possible. I would also
like to thank them for giving an opportunity to conduct this summer
training and extending me full support and co-operation towards the
completion to this Project.
I am also grateful to Dr. Geeta Tomar, Faculty of Management,
Astron College Of Education, Meerut for giving very valuable
information about the company and sincere guidance from time to time.

Once again I express my gratitude to Maruti for their kind cooperation and having given me an opportunity to associate myself with the
largest producers of commercial vehicles in the country.

With sincere regards,

(ANKIT

KUMAR)

CONTENTS

INTRODUCTION OF THE STUDY

INTRODUCTION OF COMPANY
OBJECTIVES OF RESEARCH
RESEARCH METHODOLOGY
DATA ANALYSIS
OBSERVATIONS AND FINDINGS
CONCLUSIONS
LIMITATIONS
RECOMMENDATIONS AND SUGGESTIONS
BIBLIOGRAPHY
QUESTIONNAIRE

5
26
39
40
43
69
71
73
74
76
77

INTRODUCTION OF THE STUDY

This product was carried on large scale. I covered all the product of the
company. I covered some places in Ghaziabad like Rajnagar Shastri
Nagar Ariya Nagar Gandhi Nagar etc. The focus was to get the feedback
of the customers regarding their satisfaction level. After receiving
customers data base I contacted different customers and fixed
appointment and took their feedback. As the last step nation wise data
was formed and analysed and interpreted. The growth of business is
possible only when the management of the business is fully developed.
The management process is a developed process. In the words of George
R. Toory the programmes by management development included the
recruitment and training of potential executive as well as the appraisal
and review of present executives.
It is also includes special encouragement by self development of
executives giving financial help to the enhance their formal education
and acquainting them with basic philosophic objective and practices of
the enterprise.

on its performance. India today exports: Engine and engine parts,

electrical parts, drive transmission & steering pats, suspension & braking
parts among others.The sector is striding inroads into the rural middle class
after its inroads into the urban markets and rural rich. It is trying to bring in
varying products to suit requirements of different class segments of
customers.
States like Rajasthan, Uttar Pradesh, Maharashtra, Andhra Pradesh
and West Bengal are vying to woo global players with proposals including
heavy tax exemptions and to create a more investor friendly regime, each
state is proposing to provide all regulatory clearances at express speed.
The Government should promote Research & Development in
automotive industry by strengthening the efforts of industry in this direction
by providing suitable fiscal and financial incentives
1:4 Automobile industry Wheels of Change
India had its date with this wonderful vehicle first time in 1898.
Then for the next fifty years, cars were imported to satisfy domestic demand.
Between 1910 and 20's the automobile industry made a humble beginning
by setting up assembly plants in Mumbai, Calcutta and Chennai. The

import/assembly of vehicles grew consistently after the 1920's, crossing the

30,000 mark in 1930. In 1946, Premier Automobile Ltd (PAL) earned the
distinction of manufacturing the first car in the country by assembling
'Dodge DeSoto' and 'Plymouth' cars at its Kurla plant. Hindustan Motors
(HM), which started as a manufacturer of auto components graduated to
manufacture cars in 1949. Thanks to the Licence Raj which restricted
foreign competitors to enter the Indian car market, Indian roads were ruled
by Ambassador Car from Hindustan Motors and the Fiat from Premier Auto
Ltd. for many of the initial years.
In 1952, the GOI set up a tariff commission to devise regulations to
develop an indigenous automobile industry in the country. After the
commission submitted its recommendations, the GOI asked assembly plants,
which did not have plans to set up manufacturing facilities, to shut
operations. As a result General Motors, Ford and other assemblers closed
operations in the country. The year was 1954 and this decision of the
government marked a turning point in the history of the Indian car industry.
The GOI also had a say in what type of vehicle each manufacturer should
make. Therefore, each product was safely cocooned in its own segment with
no fears of any impending competition. Also, no new entrant was allowed
even though they had plans of a full-fledged manufacturing program. The
7

restrictive set of policies was chiefly aimed at building an indigenous auto

industry. However, the restrictions on foreign collaborations led to
limitations on import of technology through technical agreements. In the
absence of adequate technology and purchasing power, the car industry grew
at a snail's pace in the 60s. The demand for cars in 1960 was to the tune of
15,714. In the next two decades the number increased to 30,989 i.e. a CAGR
of only 3.5 per cent.
The other control imposed on carmakers related to production
capacity and distribution. The GOI control even extended to fixation of
prices for cars and dealer commissions. This triggered the start of a
protracted legal battle in 1969 between some carmakers and GOI. Simply
put, the three decades following the establishment of the passenger car
industry in India and leading upto the early 1980s, proved to be the 'dark
ages' for the consumer, as his choice throughout this period was limited to
two models viz. Ambassador and Padmini. It was only in 1985, after the
entry of Maruti Udyog, that the car makers were given a free hand to fix the
prices of cars, thus, effectively abolishing all controls relating to the pricing
of the end product.

In the early 80's, a series of liberal policy changes were announced

marking another turning point for the automobile industry. The GOI entered
the car business, with a 74% stake in Maruti Udyog Ltd (MUL), the joint
venture with Suzuki Motors Ltd of Japan. The very face of the industry was
changed for ever in 1983 with the entry of public sector Maruti Udyog in a
joint venture with the Suzuki Corporation of Japan. Car sales grew by 42 per
cent yoy in 1985 after Maruti 800 was launched. Thanks to MUL car sales
registered a CAGR of 18.6 per cent i.e. from 1981 to 1990.
In 1985, the GOI announced its famous broadbanding policy which
gave new licenses to broad groups of automotive products like two and fourwheeled vehicles. Though a liberal move, the licensing system was still very
much intact. MUL introduced 'Maruti 800' in 1983 providing a complete
facelift to the Indian car industry. The car was launched as a "peoples car"
with a price tag of Rs 40,000. This changed the industry's profile
dramatically. Maruti 800 was well accepted by middle income families in
the country and its sales increased from 1,200 units in FY84 to more than
200,000 units in FY99. However in FY2000, this figure came down due to
rising competition from Hyundai's 'Santro', Telco's Indica and Daewoo's
'Matiz'.

MUL extended its product range to include vans, multi-utility vehicles

(MUVs) and mid-sized cars. The company has single handedly driven the
sales of cars in the country cornering around 79.6% market share. With
increasing competition from new entrants, this market share has plummeted
to almost 62% in FY2000.
A brief 3-year downturn till 1993 and car sales bounced back to
register a 17 per cent growth rate in 1997.Since then, the economy slumped
into recession and sales of cars remained quite stagnant FY97 and
FY99. The Financial year 2000 has, however, been the turnaround year for
the Auto industry with the economy looking up. The automobile industry,
crossed

the half

million

mark

for

the

first

time

in FY2000.

Overwhelmed by newer models from new and existing players had led to an
impressive shift from a constrained supply situation to a surplus one. Within
the past decade, about 30 models have entered the Indian market with a
number of models still awaiting launch. The de-licensing of auto industry in
1993 opened the gates to a virtual flood of international auto makers into the
country with an idea to tap the large population. Also the lifting of
quantitative restrictions on imports by the recent policy is expected to add up
to the flurry of foreign cars in to the country.

10

The Indian Automobile industry registered one of the strongest growth

rates in FY04. Aided by sustained economic recovery, the industry
registered high growth rates in all major segments.

The growth story was led by Medium and Heavy Commercial

Vehicles (M&HCVs) registering a 40% growth while Light Commercial
Vehicles (LCVs) recorded a 32% jump in total sales. Passenger cars also
registered an impressive 34% growth in FY04 and total sales volume
crossed the 1 million mark for the first time. Interestingly, two wheelers
registered the lowest but healthy growth rate of 13% in FY04. While
motorcycle volumes tripped on a high base, scooters registered a 10%
growth after 4 years of continuous decline. Three wheelers grew by 23% in
FY04.

Apart from strong economic growth in all sectors, low interest rate
regime, normal monsoon, continued infrastructure investment, fiscal
measures like cut in excise duty (in case of cars), etc provided impetus for
the growth. The year also saw a sharp 56% rise in export volumes with all
the sectors registering more than 40% growth, signalling the
rising international competitiveness of the industry.
11

Profitability improvements were recorded in companies across

segments driven by rise in volumes and lower interest costs to some extent,
notwithstanding the rise in prices of certain inputs like steel.

Though the peak customs duty had been reduced to 20% in January
2004 and Special Additional Duty was abolished, the domestic industry still
enjoys adequate protection, with no import threats. The potential borne by
the industry is well exhibited by the growing number of international players
setting up base in India and increasing
competitiveness in the industry.

Auto policy of the Government of India

VISION
To establish a globally competitive automotive industry in India and to
double its contribution to the economy by 2010.

12

POLICY OBJECTIVES
This policy aims to promote integrated, phased, enduring and self-sustained
growth of the Indian automotive industry. The objectives are to:

Exalt the sector as a lever of industrial growth and employment and to

achieve a high degree of value addition in the country;

Promote a globally competitive automotive industry and emerge as a

global source for auto components;

Establish an international hub for manufacturing small, affordable

passenger cars and a key center for manufacturing Tractors and Twowheelers in the world;

Ensure a balanced transition to open trade at a minimal risk to the

Indian economy and local industry;

Indian Automobile Industry

An Indian car as one which has been conceived and designed in India,
has at least 85% of its components 'Made in India', by an Indian company.
The Indian passenger car industry as we see today is relatively recent in
origins. Except the ubiquitous Ambassador and the Premier Padmini there
was not much moving around with an Indian tag.

13

The official mascot of the Indian political system, the Triassic-era

Ambassador has little Indian-ness in it. To start with, the name isn't Indian
and that's only the tip of the iceberg. The design came from Morris Motors
and the present petrol power plant and drive train are Isuzu throwaways. The
diesel version has a BMC engine. Of course everything is made in India
now, but do you call a tree your own if its roots are in someones courtyard.
The other pre-Cambrian relic, the Premier Padmini, which till a few
months back was adorning showrooms throughout the country. Its in the
market since my grandpa learnt driving and at the time of its going to grave,
the Padmini was a completely made in India product. But again, there's very
little Indian-ness about the car, except maybe the name Padmini. The entry
of Maruti Udyog Ltd, a GoI JV with Suzuki of Japan, in 1983 with a socalled "peoples" car and a more favorable policy framework resulted in a
growth rate of 18.6% in car sales from FY81-FY90. After witnessing a
downturn from FY90 to FY93, car sales bounced back to register 17%
growth rate till FY97. Since then, the economy slumped into recession and
this affected the growth of the automobile industry as a whole. As a result
car sales remained almost stagnant in the period between FY97 and FY99.
However, with the revival in the economy, FY2000 turned out to be a
significant year for the industry in which it recorded volume sales
14

of 638,815 units as against 409,951 units in the previous year. Thus, the
CAGR for the period FY96 - FY2000 stands at 16.6%.
The present day stunner from HM is the Lancer. As with HM products
from the past, the Lancer is a borrowed from abroad product. The saving
grace is only that this Lancer is a contemporary model and not some. The
erstwhile Premier Auto Ltd. no longer exists. The nearest thing to it in the
present is Ind Auto Ltd. Ind is an acronym for India or Indian, but the
products are all borrowed from Italy. The Uno came to India after the
Mafiosi had their fill with it. The Siena is a very contemporary model. It
being a good car and all, but I always wonder why Fiat doesn't launch it in
their motherland. What's this 'special' car for India, Brazil, Africa, Latin
America inc.
Ford did take the pains to design an India specific car, the Ikon. So
does the quest for an Indian car end with the Ikon. No I don't think so. First
thing, the company is American. Secondly, the Ikon's platform is that of the
Fiesta, nothing else. So the only thing Indian about the car is the 'Josh'
advertising gimmick.
Starting with the official one, i.e. Maruti, the company, since its
inception has changed the automobile scene in India completely. It's has
been the number one manufacturer, churning out close to 300,000 cars last
15

year. At last count it held a 64% market share in the passenger car market
with four out of every five cars . on Indian roads being Marutis. Every year
it rakes in multi-billion rupee profits, and, yet the company is nothing more
than Suzuki India Ltd.
Telco is a completely Indian carmaker with no major foreign
collaborations. Their Indica was much touted as 'The Indian car', but it was
styled by I.D.E.A of Italy. The engine technology had inputs from 'Moteur
Modern' of France. In effect it was the case of an Italian body being wrapped
around Indian mechanicals. Frankly I would have preferred an Indian body
wrapping an Indian platform.
India is also the largest manufacturer of agricultural tractors, motor
scooters and the world's fifth largest commercial vehicle manufacturer. Each
of these sectors experienced rapid growth during the last three years Demand
in these sectors is

driven by industrial, individual and agricultural

consumers respectively. The increases have resulted from improved overall

economic trends in India including large doses of foreign investment a more
liberalized economy and higher productivity.
The fortune of the Auto component industry is inextricably linked
with that of the automobile industry which in turn is influenced by the
general economic trends of the country the country's economic growth is
16

projected to grow at more than six percent per annum in the coming years.
The estimated growth will automatically emphasize the need for better
transport infrastructure facilities. This means demand for automobiles and
hence for auto components, is bound to grow accordingly. Therefore, good
growth prospects are assured for the automobile industry.
World-wide, cars are segmented on the basis of their size. However, in
India, price is the main factor determining the choice of car. Hence, cars are
segmented on the basis of price into three segments :

17

Price

Approximate

Range
Segment

Features of Market
Main Models

(Rs.

the segment Share of the

000)

Segment
M-800, Omni,
Price, Fuel

Economy < 250

Uno,

46.9%
Efficiency

Ambassador
Zen, Uno, 118NE,Ambassador Price,
1800 ISZ,
Medium

Performance,

250-500

43.1%
Contessa,

Diesel

Indica, Santro, Option

Matiz
Lancer, Esteem,
Status Value,
500 &

Cielo, Accent,

Premium

Performance, 10.1%
above

City, Opel
Features.

Astra, Ikon
Sources : various sources
Absence of adequate mass transportation system and rising income levels
have resulted in personal vehicles becoming an important mode of
18

transportation in the urban and semi-urban areas. By international standards

however, the Indian car volumes remain small at just over 1% of the world
market with penetration rates of approximately 3.7 cars per thousand people
as against 24 in Thailand, 144 in Malaysia, 204 in Poland and 90 in Brazil.
Cars currently constitute approximately 12% of the total stock of personal
vehicles in India.
Rising household income, increased urbanisation, introduction of new
models and availability of cost effective finance are the key demand drivers
in the industry. The premium segment cars are mainly targeted at corporates
or businessmen and are usually bought on consumer finance.

19

Opportunities for the Automobile Industry

Global automobile companies are setting up manufacturing facilities
in India. Also, many Indian automobile manufacturers have announced their
plans to increase the export of vehicles from India. The year 2002-03 has
already seen a significant 65% increase in export volumes during the period
April to March. This trend is expected to continue with more global OEMs
sourcing vehicles from their Indian plants.
Additionally, the introduction of newer technologies such as
Electronic Diesel Control Systems to reduce emission levels, safety devices
such as Air Bags, Anti-lock Braking Systems, etc. augur well for the
Company and the automotive sector as a whole. These technologies not only
offer increased safety for drivers and passengers, but also result in greater
comfort and better drivability.
While there exist many opportunities for growth in business, there are
also quite a few factors, which act as an impediment.
In my last years speech I mentioned about the need for a well thought
out and clearly defined policy on emission norms. It is now fairly certain
that Bharat Stage II norms (equivalent of Euro II norms) will be
implemented countrywide starting 2005. It is important that this plan is
implemented in time in the interest of a cleaner environment. Technology is
20

available to meet the advanced emission norms using gasoline and diesel
fuel; Bosch and many other companies have proved this worldwide. There is
no need for the authorities to specify the type of technical solution required
for this purpose as long as the end objectives are met.
The spurious and reconditioned goods market, which I also dealt with
in detail in my speech last year, continues to be a worrying factor as it
directly affects our market share. The Company on its part has intensified
the anti-spurious operations by conducting several raids across the country
with the help of local regulatory authorities. Large quantities of spurious and
fake products have been seized and legal action has been taken against those
indulging in such activities. The Company believes that continued focus and
concerted action against spurious activities would improve safety and fuel
efficiency of the vehicles and at the same time help in expanding our market
share in the Aftermarket. The Company is also continuously educating the
users about the benefits of using genuine spares in place of spurious and
reconditioned spares.

Challenges for the Indian automobile industry

As we move into the new millennium, the Indian Automobile Industry
faces some tremendous opportunities and also great challenges. The growth
21

in automobile sales has been impressive for the past ten years since
liberalization began. However, with liberalization, the Indian customer has
been presented with a wide range of choices in automobiles, to suit every
requirement and budget. The market has turned into a buyers market where
the customer is being wooed by the manufacturers and the dealers with a
range of freebies unheard of before in India. Financing has become so easy
that an automobile is within every aspirant's reach.
Competition has meant that manufacturers' margins have been
squeezed severely and they are all under pressure to cut costs to be profitable
and competitive. Some of the older manufacturers like Premier Automobiles
(manufacturers

of

Premier

cars),

Automobile

products

of

India

(manufacturers of Lambretta scooters) and Ideal Jawa (manufacturers of

Jawa and Yezdi motorcycles) have closed shop. Hindustan Motors
(manufacturers of Ambassador and Contessa cars) is in trouble due to the
declining sales of its cars, as most customers prefer the newer models
available in the market. Even the dominant player Maruti has seen its market
share decline rapidly due to its models being old and jaded and is in addition
facing labour problems in its plant.
To add to the problems, come April 2001, under the WTO agreement,
India will have to permit import of fully built automobiles, which hitherto
22

was not permitted. The foreign manufacturers such as GM, Ford and
Daimler Chrysler will almost certainly import vehicles from their large
portfolio of models and makes, further segmenting the market into niches,
although how competitive they are in terms of price remains to be seen.
The challenge before the industry is to figure out the strategy for
survival and growth. It is clear from the picture painted above that the
industry will have to increase volumes in each segment to achieve lower cost
of manufacture. One way to achieve this will be to go for exports in a big
way. Maruti is already exporting vehicles, as are Mahindra, Telco, Daimler
Chrysler and more recently Daewoo. The overseas markets will have to be
exploited more aggressively, but this will mean the companies will have to
invest more in Research and Development of new models with better
features.
The second opportunity is to become contract manufacturers for
overseas companies. A number of Japanese and Korean companies have
been following this strategy very successfully. Hindustan Motors is said to
be considering this option. The third opportunity is to overcome the
vulnerability of the automobile market to oil prices by designing vehicles,
which can offer lower fuel consumption. Recent reports suggest the
government is exploring the possibility of introducing Gasohol, which is a
23

mixture of Petrol and Alcohol. Gasohol has been very successful in Brazil.
Since Alcohol is a by-product of the Sugar industry (of which India has the
worlds largest), this is a very logical step that should have been taken many
years ago. Even a small percentage reduction in the consumption of
petroleum per vehicle can make a big difference to the balance of payments.
The industry must focus its R&D efforts in line with the global trends,
which is to build vehicles that are considerably more fuel efficient and less
polluting. With growing awareness among the public about pollution and the
effective campaigns carried out by the NGO's, this will increasingly become
an important selling feature. It was surprising to see how the industry kept
stalling the introduction of pollution norms for vehicles on the pretext that
they needed more time to get the technology. Even Maruti despite its foreign
affiliation was caught off guard when the Supreme Court finally ruled that
all new vehicles should strictly adhere to the Euro II norms.

INTRODUCTION OF COMPANY
Maruti Udyog Limited is a publicly listed company in India. It is a leading
four-wheeler automobile manufacturer in South Asia. Suzuki Motor
Corporation of Japan has the controlling stake in the company. It is the first
company in India to mass-produce and sell more than a million cars. It is
largely credited for having brought in an automobile revolution to India. It is
24

the market leader in India in its segment. Maruti Udyog Ltd. is one of
India's leading automobile manufacturers and the market leader in the car
segment, both in terms of volume of vehicles sold and revenue earned. Until
recently, 18.28% of the company was owned by the Indian government, and
54.2% by Suzuki of Japan. The Indian government held an initial public
offering of 25% of the company in June of 2003. As of May 10, 2007, govt.
of India sold its complete share to other financial institutions. With this,
govt. of India no longer has any stake in Maruti Udyog Ltd.

Undisputedly, Maruti Udyog is the king of the auto industry in India, as they
own a whopping 54% slice of the market, mainly thanks to their low cost
cars. Japanese carmaker Suzuki owns a majority share (54.2%) of Maruti.
They sell 500,000 cars a year in India, and export another 30,000.
The company has just announced their new name: Maruti Suzuki India
Limited. Maruti is virtually synonymous with the term low-cost car. In fact,
the term "People's Car" which is currently used in India to signify the car
with the lowest possible price, was born hand in hand with the creation of
Maruti Limited in 1981.

25

Business Week says Maruti Udyog is now working on lowering the cost of
its base Maruti 800, which currently sells at $4,130 and is today the cheapest
car in India, to compete with Tata's own "People's Car" which will
supposedly appear in 2008 for just $2300.

26

PRODUCT PROFILE
In October 1982 the company was formed with the signing of a joint venture
between Gov. of India & Suzuki Motor Corporation. It launched Indias first ever
peoples car, the went on to become Indias largest selling car, and rest as they say,
is History! The Maruti Udyog Ltd. is handling a large number of vehicles. It
includes the several modes. The name and main features of all models are as
follows:

27

It is lunched in 1983.Maruti 800, the largest selling car in India, has power
packed features. Starting with more pulling power from a peppier 45 BHP
engine, more effective AC in Maruti 800 DX. Easer start-stop city driving
because of setup torque. Better fuel efficiency, due to the new 4 speed manual
transmission. This was the car which revolutionized the Indian car market by
introducing the concept of high quality, low cost, fuel efficient car. More
improved Maruti 800 launched in 1999 with MPFi with 5 speed gear box. It
upgraded in 2001 with new suspension and radial tyres as standard equipment.
2003- New AC E-II, which expanded the market.
2005-New M800.

28

The common mans erstwhile favourite M800 is taking a new avatar.

Soaring oil prices seems to be one reason why Indias own Maruti Suzuki
has decided to go on gas for its standard model too. Maruti Suzuki has said
that it plans to launch an LPG version of its M800 in a few weeks. The
Maruti 800 is the cheapest car in India - and its throne will soon be usurped
by the upcoming Tata Nano and the Bajaj small car.
According to company sources, it is likely that the new fuel variant could
cost Rs 20,000 more than the petrol versions. Maruti Suzuki currently has
LPG variants in its WagonR Duo and Omni LPG. While the company sells
29

the petrol variants for around Rs 1,93,063 , the AC version of the same
comes for Rs 2,13,558. The new LPG model of the M800 will be made at
the Gurgaon facility in the same line as the petrol variant and will have
factory fitted LPG kits intalled..
Industry experts have said that the rising prices of oil has prompted
carmakers to go for alternate options. The LPG variants are currently a
serious option for consumers and so car makers are also going that
way.Maruti Suzuki s shift toward the LPG M800 also may be attributed to
this phenomenon. The market preference for the Alto also has spurred the
company to spruce up the M800.
With Tata Motors all set to unveil its Nano, the model might see huge
competition and it needs to bring in new features to survive in a cut throat
market place. Maruti is hoping to double the sales of its flagship model with
the new variant. The LPG variants constitute around 23 per cent of national
sales for WagonR as well as Omni, the company has said.
Reports said that the M800 LPG will work on gas mixer system based on
Integrated Gas Technology, which will deliver a power of 35 ps at 5000 rpm
and torque of 56 nm at 2500 rpm. The car is expected to emit 10 per cent
lower carbon dioxide than the petrol variant.

30

The Marunit OMNI powered by Suzuki, they are leader in compact car
technology. The OMNI is fuel efficient, easily maneuverable and needs very little
maintenance. The OMNI has taken a technological leap. It now comes with a
35bhp MPFI engine. Making it confirm to the stringent Euro II emission norms. It
is used to extensively as an ambulance, a school bus, a courier van, a mobile store,
a staff car, a light goods carrier e

31

The ESTEEM, Indias favorite luxury car that makes the longest driving looks
like a prim and the manoeuverses through traffic like a knit enough butter. The
new ESTEEM is available in three variants: LX, LXi, and VXi. Powered by a
32 bit electronic control and 85 bhp@6000rpm & torque of 110 Nm @ 4500
RPM.
Best entry midsize car. Big on mileage and big on saving. Big on power
ACE engine can accelerate from 0-100 kmph in just 11.49 sec.
Highest power to weight ratio of 97.7bhp per ton.
Big on luxury.
1. CD player
2. Silver finished garnish

32

The BALENO has smart powerful engine MPFI 1600 cc 16 values. Lively
response and superior fuel management. Steady flow of torque. All McPherson
suspension independent on all four wheels. 13 advanced reduction technologies.
Safe and solid build solid, muscular wedge shape. Superior aerodynamic &
stability.

33

It lunched in 2001. WAGON R gives unique features of electronic steering. EPS is

next generation technology. The electronic senson in EPS provide varying level of
power to steering at different speeds. At a result, your steering becomes light at
power speeds & allows you to cut through heavy traffic, handle sharp turns &
squeeze in to tight parking spaces with considerable sense. Also, the steering
becomes, heavy at high speeds to improve your control over the vehicles & add
safety in case of emergency. New Wagon R launched in July 2006.

34

It comes in 3 variants that is LX, LXI & VXI. Its thundering MPFI engine with 4
values per cylinder & 16 bit computer will tackle all challenges. Raw power meets
optical fuel capacity high tensile steel, side beams guards against collision impact
8 inch boosters assisted front provided by control stopping power. The AC is
Indias tropical climates & cools the interiors in seconds.

35

Superb maneuverability smooth handling & raw energy packed aim to sleek yet
rugged frame the Gypsy king is the real adventure gear whether ploughing through
dirt tranks, climbing formidable terrain. It has incredible power 80 bhp @ 6000
rpm.

36

It launched in 1993. Zen is the Indias number one car in this category. It comes in
5 Varians that is LX, LXi, VXi; Main features are 4 inline cylinders, Seating
Capacity 5 person, Swept volume 1061 CC & 64 BHP @ 6200 RPM with turning
radius 4-9 meters.

37

Versa launched on 24th October 2001. Its features are twin AC doubles the
luggage spaces. It comes in three variants that is DX, DX2

38

Swift launched in 2005.Its features are Power steering, front electric window, rear
electric window, central door locking, manual air-conditioning, automatic climate control
system, and heater. It comes in three variants that is LXi, VXi & ZXi.

39

40

It launched in 2007.its features are dual front air bags, anti-Braking system,
electronic brake - force distribution. It has completely new M series engine,
Maximum power 102bhp @5500 rpm, great fuel efficiency, and automatic
climate control. The SX4 is available in VXi, ZXi, ZXi (Optional with leather)
variants.

41

With the Grand Vitara, we enter a new customer segment. This new grand Vitara is
powered with Suzukis J series, VIS engine and has a capacity of 2.0 liters
(1995cc). The Brand Vitara was born in 1988. This all new Grand Vitara is a
third generation vehicle. While the new Grand Vitara with the best 4x4
features. A generous boot space of 398 liters. The luggage capacity of the
vehicle in maximum volume is 1368 liters.

42

MODELS IN INDIA
Maruti Udyog offers eleven models, between its own and those of parent
Suzuki, in India:

43

An aerial view of the Gurgaon Facility

44

Maruti Udyog Limited (MUL) was established in February 1981, though the
actual production commenced in 1983. Through 2004, Maruti has produced
over 5 Million vehicles. Maruti are sold in India and various several other
countries, depending upon export orders. Cars similar to Maruti (but not
manufactured by Maruti Udyog) are sold by Suzuki in Pakistan and other
South Asian countries.
The company annually exports more than 30,000 cars and has an extremely
large domestic market in India selling over 500,000 cars annually. Maruti
800, till 2004, was the India's largest selling compact car ever since it was
launched in 1983. More than a million units of this car have been sold
worldwide so far. Currently, Maruti Alto tops the sales charts.

45

MARUTI UDYOG LTD

Type

Public (BSE MARUTI, NSE MARUTI)

Founded

1981

Headquarters

Gurgaon, Haryana, India

Key people

Shinzo Nakanishi, Chairman

Jagdish Khattar, MD

Industry

Automotive

Products

Maruti Suzuki

Revenue

~$2.5 billion (2005)

Employees

3,334

Website

http://www.marutiudyog.com/

46

PRODUCT DESCRIPTION
In the order they were launched:

Maruti 800: Launched 1983.

Maruti Omni: Launched 1984.

Maruti Gypsy: Launched 1985.

Maruti 1000: Launched 1990

Maruti Zen: Launched 1993

Maruti Esteem: Launched 1994

Maruti Wagon-R: Launched 1999 Modified 2006

Maruti Bale no: Launched 1999. Production ended late 2006/early

2007.

Maruti Alto: Launched 2000. Currently the largest selling car in India

Maruti Grand Vitara: Launched 2003

Maruti Versa: Launched 2004

Maruti Swift: Launched 2005

Maruti Zen Estilo Launched in 2006

Maruti Swift Diesel Launched in 2007

Maruti Suzuki SX4 Launched in May 2007

Maruti Grand Vitara Sports Utility Vehicle Launched in July 2007

47

Maruti 800,Starting at Rs. 1,96,119,

Maruti Omni Starting at Rs. 2,23,187

Maruti Gypsy ,Rs. 5,03,210

Maruti Zen Estilo Starting at Rs. 3,21,581

48

Maruti Esteem Starting at Rs.4,48,170

Maruti Wagon R, Starting at Rs. 3,25,944

Maruti Alto Starting at Rs. 2,33,533

Maruti Swift Starting at Rs. 3,98,670

49

Maruti SX4 Starting at Rs. 6,92,990

Maruti Grand Vitara Starting at Rs. 14,80,000

50

KEY COMPETITORS
Tata Motors
Hyundai India
Ford India
Fiat India
General Motors India
Honda India

IMPORTANCE AND RELEVANCE OF THE STUDY

51

This is very important for a student of MBA. This business administration

course is not answer of all problems which arise in practical field. There is
no certain formula for any particular problem but the aim of this study is to
develop the decision making. Right decision at right time itself helps an
organization to run smoothly.

The training in any organization gives us an idea of different marketing

activities and main emphasis is given on Customer Satisfaction aspect and
also it is how business is taken tactfully when any problem comes to an
executive so the problem solving, right decision making and knowledge of
different types of marketing activities game much important to this study.

52

RESEARCH SCOPE

The market survey was conducted on CUSTOMER SATISFASTION in Delhi

region, with reference to Rohan Motors.

This study was done in Rohan Motors Pvt. Ltd. Delhi. The geographical
scope of my survey was limited to Delhi region only.

Study aims at relationship between Company employees and customers.

The survey covers a wide range of activities and factors, which influence the
customer to purchase the Maruti product.

The validity of the findings of this survey is limited to the period which the
field survey was conducted i.e., in June and July.

Therefore, I would say that my first day in the organization was more of
observing the environment around me than getting into action

53

OBJECTIVES OF RESEARCH:
(I) To introspect into the satisfaction level of customers with respect to
Maruti Suzuki.
(II) To find out the satisfaction level of customers about services
provided by Maruti Suzuki.
(III) To find out why customers preferred Maruti Suzuki Product in that
Category of other cars.

The topic has been already given by the company to collect

information about
Current happening in the market. It also helps to makes improvements
in service and quality of the product, for their long time existence in the
market and getting profit.

Simultaneously, it was also helpful for me to learn the channel of

Distribution and observe the demand of particular products.

54

RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research
problems. It may be understood as a science to studying how research is
done scientifically. In it we study the various steps that are generally adopted
by a researcher in studying his researcher problem along with the logic
behind them. Researchers also need to know the criteria by which they can
decide that certain procedures and techniques which will be applicable to
certain problems. This entire means that it is necessary for the researcher to
design his methodology for his problem as it may be different from problem
to problem.
The survey was conducted on A study of different products and their
promotion for Maruti Suzuki in ROHAN MOTORS. in Delhi region, with
reference to different Customers. The geographical scope of my survey was
limited to Delhi region only. Study aims at relationship between Company
Executives and Customers and why any customer purchased particular brand
only. The survey covers a wide range of activities and factors, which
influence the customer to purchase the Maruti Suzuki product. The validity
of the findings of this survey is limited to the period during which the field
survey was conducted i.e., in June July 2007.
55

RESEARCH DESIGN:
Undertaking this project different commercial vehicle users were
interviewed personally to know about the present market scenario prevailing
in Delhi Region.
To carry out survey efficiently and effectively, it was very necessary to have
a perfect questionnaire to extract the desired informational aspects that was
needed for examining the viability study of Maruti Suzuki in Delhi Region.
DATA SOURCE:
All these data has been collected through interview of people having
commercial vehicles. I interviewed them without disclosing the name of the
company. They also provided me relevant information regarding competitors
providing sales and services.
SAMPLE SIZE:
The survey conducted covered Dak Bungalow Chowk, Ghandi Maidan,
Rajendra Nagar.

56

SAMPLING PLAN
It is the actual quantity decision to be corrected for the purpose of survey,
considering the vast possibilities of categories and samples. The sample
technique adopted was of convenient sampling.
CONTACT METHOD:
Personal interview was the contact method used for proper in detail
information. A face to face interview took place with each commercial
vehicle user. Data collection through questionnaire was properly classified
and tabulated in the form report.
SAMPLING TECHNIQUE
It is the part of statistical practice concerned with the selection of individual
observations intended to yield some knowledge about a population of
concern, especially for the purposes of statistical inference. Each
observation measures one or more properties (weight, location, etc.) of an
observable entity enumerated to distinguish objects or individuals.
TOOLS OF ANALYSIS:
The tools used for the collection was the questionnaire. Data collected was
formulated with help of tally marks
57

DATA COLLECTION
The data has been Collect as:
Primary Source of Data.
Secondary Source of Data.
PRIMARY SOURCE OF DATA
It is the information collected directly without any references. For carrying
out the prescribed survey, customers were contacted through Field survey.
Customers of different age groups and profile were contacted for this
purpose.
FIELD SURVEY:
Field experiments are characterized by a high degree of realism. The typical
manner of obtaining this realism in making studies is to vary the
independent variable in the market place. The customers were divided into
two groups viz.
Residential areas.
Clubs and educational institutes.

58

Personal interaction could be established through the field survey. One of the
main advantages of the field research was that it gave a clear picture of
user's response towards the advertise. Customers were given a structured
questionnaire for this purpose.
SAMPLING PLAN
The Sampling Plan undertaken was as under:
SAMPLE UNIT:
The survey was done in Delhi city. Various working people, who have any
four wheeler vehicle which was purchased new not second hand were
contacted.
SAMPLING TECHNIQUE:
The population was divided into different areas and within each area random
sampling, which is one of the method of probability sampling was adopted.
RESEARCH INSTRUMENT
The Research instrument used while carrying out the survey was
Questionnaire. The questionnaire contained questions which have been
provided to collect an accurate of reliable data as it simplified and analysis
59

SECONDARY SOURCE OF DATA

The main secondary data sources were Newspapers, Journals, Companymanual and informative material, Books, Internet, Magazines, etc.

60

DATA ANALYSIS

(a)

PURCHASE SATISFACTION

1. The satisfaction level will be marked on a four point scale.

Satisfactory level marked on 4 point

No. of Respondents

scale
Very Dissatisfactory
Dissatisfactory
Satisfactory
Delightful

5
15
35
45

Interpretation: Since in the questionnaire there were satisfaction level

options. respondent gave view that what they feel. Among 100 respondent,
5% respondent told they were very dissatisfactory, 15% respondent told they
61

were dissatisfactory, 35% respondent told they were satisfactory and 45%
people told they were very delightful for the product after purchase the
product.

62

2. Was the product knowledge provided by the company brochures, leaflets

and people adequate ?
product knowledge provided
company brochures
Leaflets
people adequate
Employees

Nos.
25
15
25
35

Interpretation: Since in the questionnaire there were product knowledge

provided by company brochures about 25% leaflets about 15% people
adequate about 25% and employees about 35%.

63

3. Was your vehicle delivered with all the features and accessories as promised?
Vehicle delivered with all the features and

No. of

accessories
Yes
No

Respondents
97
3

Interpretation: Among all the respondent 97% respondent i.e. 97 have

watched advertisement of that vehicles while 3% i.e. 3 respondent haven't
watched advertise from which most of them were the owner of Maruti.

4. Was the delivery of your vehicle a pleasant experience?

64

The delivery of vehicle for a pleasant

No. of Respondents

experience
Very Dissatisfactory
Dissatisfactory
Satisfactory
Delightful

5
10
35
50

Interpretation: Since in the questionnaire, the question about delivery the

vehicle is the pleasant experience or not in which respondent gave view that
what they feel. Among 100 respondent, 5% i.e. 5 respondent told they were
very dissatisfactory, 10% i.e. 10 respondent told they were dissatisfactory,
35% i.e. 35 respondent told they were satisfactory and 50% i.e. 50
respondent told they were very delightful for the delivery of the Vehicles.
65

66

(b) Sales & Service support of the Dealer

1. Has the dealer provided information about new products or services from time to
time?
Dealer provided information about new products

No. of

or services
Yes
No

Respondents
96
4

67

Interpretation: Among all the respondent 96% respondent i.e. 96 have

watched advertisement of that vehicles while 4% i.e. 4 respondent haven't
watched advertise from which most of them were the owner of Maruti.

68

2. Where would you like your vehicle to be serviced? Why?

Where would you like your vehicle to be

No. of Respondents

serviced
Local Mechanics
Auth. Service. Station
Dealership
Others

10
45
40
5

69

Interpretation: Since in the questionnaire there was a question for service of

a vehicle and respondent gave view that what they feel. Among 100
respondent, 40% respondent told they go to Dealership, 45% respondent told
they go to Auth. Service station, 10%respondent told they go to Local
Mechanics and 5% respondent they go to Others for service of their vehicles.

70

3. Was your vehicle serviced & delivered in the committed time by the dealer?
Vehicle serviced and delivered in the committed

No. of

time or not
Yes
No

Respondents
90
10

Interpretation: Among all the respondent 90% respondent i.e. 90 have

watched advertisement of that vehicles while 10% i.e. 10 respondent haven't
watched advertise from which most of them were the owner of Maruti.

(c) Product attributes and support

71

1. What is you opinion about the Vehicle Price you paid and the value you have got
from it?
Opinion about vehicle price and the

No. of Respondents

value
Very Dissatisfactory
Dissatisfactory
Satisfactory
Delightful

2
8
40
50

Interpretation: Since in the questionnaire, the question that What is you

opinion about the Vehicle Price you paid and the value you have got from it
and respondent gave view that what they feel. Among 100 respondent, 2%
respondent told they are very dissatisfactory, 8% respondent told they are
72

dissatisfactory, 40% respondent told they are satisfactory and 50%

respondent told they are very delightful .

73

2. What is your opinion about the product Reliability and Consistency of fuel
consumption?
Opinion about the product Reliability

No. of Respondents

and Consistency of fuel consumption

Very Dissatisfactory
Dissatisfactory
Satisfactory
Delightful

5
10
40
45

Interpretation: Since in the questionnaire, the question that What is you

opinion about the product Reliability and Consistency of fuel consumption
and respondent gave view that what they feel. Among 100 respondent, 5%
74

respondent told they are very dissatisfactory, 10% respondent told they are
dissatisfactory, 40% respondent told they are satisfactory and 45%
respondent told they are very delightful .

75

(d) OVERALL SATISFACTION

1. How satisfied are you with the purchase you made?
Are you satisfy with the purchase
Very Dissatisfactory
Dissatisfactory
Satisfactory
Delightful

No. of Respondents
0
5
45
50

Interpretation: Since in the questionnaire, the question that How satisfied

are you with the purchase you made and respondent gave view that what
they feel. Among 100 respondent, 0% respondent told they are very
76

dissatisfactory, only 5% respondent told they are dissatisfactory, 45%

respondent told they are satisfactory and 50% respondent told they are very
delightful .

77

2. How Satisfied are you with the Services you Received?

Are you satisfy with the Services
Very Dissatisfactory
Dissatisfactory
Satisfactory
Delightful

No. of Respondents
0
4
41
55

78

Interpretation: Since in the questionnaire, the question that How satisfied with the
services and respondent gave view that what they feel. Among 100 respondent, 0%
respondent told they are very dissatisfactory, only 4% respondent told they are
dissatisfactory, 41% respondent told they are satisfactory and 55% respondent told
they are very delightful .

79

3. How likely are you to recommend the same companys product to others?
Will you recommend the same companys

No. of

product to others?
Not at all
Might
Will recommend
Definitely

Respondents
0
5
45
50

Interpretation: Since in the questionnaire, the question that Will you

recommend the same companys product to others? and respondent gave
view that what they feel. Among 100 respondent, 0% respondent told not at
all, only 5% respondent told might be, 45% respondent told they will
80

recommend and 50% respondent told definitely they will say about same
product to other people also.

81

4. How likely are you to buy again?

How likely are you buy again?

No. of

Never
Not sure
Yes
No

Respondents
0
10
90
0

82

Interpretation: Since in the questionnaire, the question that How likely are
you to buy again and respondent gave view that what they feel. Among 100
respondent, 0 % respondent told never, 0% respondent no, 10% respondent
told not sure 90% respondent told yes they will buy again.

83

OBSERVATIONS AND FINDINGS:

1) The competition on four wheeler vehicle industry is now increasing

day by day and there is stiff competition between four Wheeler
Companies in India.

2) Four wheeler companies are spending a huge sum of money in

advertising of the product to create public awareness.

3) It is now very important for a firm to know if advertising helps in

increasing the sale or not.

4) Firm wants to know that customer are satisfy or not about the
company product and according to questionnaires company know that
more people satisfy from the companys product.

5) Firm uses company brochures, leaflets, and people adequate for

giving the knowledge about the Maruti Suzuki Vehicle's product.

84

6) Here is a question that does customer satisfy with guarantee and

warranty with the product? And firm knew that more than 95%
customers are satisfy with the guarantee and warrantee of the product.

7) It is very necessary that customers know about the new product and
services from time to time.

8) From where customer go for service and according to survey many

customers go to authorized service station and they also want to
purchase spare parts from authorized service station because they are
satisfy with the service of authorized service station.

85

CONCLUSIONS:

Todays world is the world of competition. Customers are the central entity
of every business. In present scenario company not only look for customer
satisfaction but the main race is to delight the customers. After undertaking
the entire project work I have drawn certain conclusions.

Maruti Suzuki Pvt. Ltd. is mainly concerned with the production of

commercial vehicles. I have studied 4 wheeler segments and I reached to a
conclusion that the firm should focus on its marketing strategies and
marketing plans. The major customers of the firm in this particular sector are
traveling agencies, vendors & call centers etc.

Firms research and development department should concentrate on giving

best quality product & should take into consideration customers
requirement. This survey helped in finding out the major problem areas and
analysis and interpretation provide a path to come out of the problems.

86

The survey revealed that in automobile sector apart from product quality,
price and after sales service plays a major role in customers buying
preference and to keep the customer happy.

The firm should also focus on employee satisfaction level, because until
employees are satisfied one can not satisfy the customers.

87

LIMITATIONS/FURTURE SCOPE OF THE RESEARCH

1) It was not possible to understand thoroughly about the different

marketing aspects of Automobiles product in a span of two months.

2) The survey was conducted in the peak season when the sale was too
high; by this I didnt get the appropriate result.

3) Money-as no stipend was given, it was difficult to cover a wide

geographical area for research.

4) All the work was limited in Delhi area, so the findings should not be
generalized. The finding of the survey is strictly based on the response
of consumers, since it is difficult to ascertain the authenticity of their
statement.

88

RECOMMENDATIONS AND SUGGESTIONS

The Recommendations are as under:1. The Maruti Suzuki Servicing center should work on Sunday as the local
transporters dont work on Sunday and it would be convenient for them to
get their vehicles repaired.

2. The Vehicles Users want the servicing center to be time flexible, as they
want their work to be done as per their convenience of time.

3. The customers want their vehicles to be serviced and handled carefully.

4. The customers should be allowed to wait and see how the servicing is
done from a Glass Cabin.

5. As the servicing is over the vehicle should be delivered to the customers

and he should not be kept waiting till the time of delivery on the job card.

6. Reasonable charges should be charged for servicing.

89

7. Prior appointment should not be compulsory.

8. Customers want credit, hence only the regular customer to be given credit
against cheque.

9. Advertising should be done as, Maruti Suzuki authorized service Center

with features of local garage.

10. Experienced Mechanics should be there to reduce mishandling of

vehicles.

90

BIBLIOGRAPHY

Philip Kotler, Marketing Management, Dorling Kindersley (India) Pvt. Ltd.

Publisher, New Delhi 2011, twelfth edition

Kothari C.R., Research Methodology-methods and techniques, New Age

International Publishers, New Delhi 1985, second edition

Hand book, Brochure provided by marketing division of Maruti Suzuki

WEBSITES:-

http://www.marutisuzuki.com

http://www.google.com

http://www.managementhelp.org

91

QUESTIONNAIRE

NAME OF THE RESPONDENT:

Mr./Ms/MrsSURNAME

ADDRESS FULL

I am from SRM-IST MODINAGAR DELHI. I am currently conducting a study on

different brand of four wheeler manufacturer's vehicle and your input would be
greatly appreciated. I would be very grateful if you could spend some time to answer
a few questions.

92

(A ) PURCHASE SATISFACTION

1. What is the product satisfaction level ?

Very dissatisfacto

dissatisfactory

satisfactory

delightful

____________________________________________________________________

2. Were all the terms of the Warranty/Guarantee explained to you?

Yes

no

____________________________________________________________________
3. Was your vehicle delivered with all the features and accessories as promised?
Yes

no

4. Was the delivery of your vehicle a pleasant experience?

____________________________________________________________________

93

(B) SALES & SERVICE SUPPORT OF THE DEALER

1. Has the dealer provided information about new products or services from time to
time?
Yes

no

____________________________________________________________________
2.Where would you like your vehicle to be serviced? Why?
Local Mechanics ____________________ Auth. Serv. Stn
______________________________ Dealership
____________________________________________________________________
____________________________________________________________________

3. Was your vehicle serviced & delivered in the committed time by the dealer?
1

____________________________________________________________________
4.. Did any of your problem reoccurred immediately after the service done by the
dealer?

__________________________________________________________

94

(C) PRODUCT ATTRIBUTES AND SUPPORT

1. What is you opinion about the Vehicle Price you paid and the value you have got
from it?

____________________________________________________________________
___________
2. How do you rate the availability of spare parts?

____________________________________________________________________
___________

3. What is your opinion about the product Reliability and Consistency of fuel
consumption?
1

____________________________________________________________________
___________

95

(D) OVERALL SATISFACTION

1. How satisfied are you with the purchase you made?

Very dissatisfied

dissatisfied

satisfied

delighted

____________________________________________________________________
___________
2. How Satisfied are you with the Services you Received?

Very dissatisfied

dissatisfied

satisfied

delighted

____________________________________________________________________
___________
3. How likely are you to recommend the same companys product to others?

Not at all

Might

Will recommend

definitely

____________________________________________________________________
___________

4. How likely are you to buy again?

Never

not sure

yes
96