A PROJECT REPORT

ON

“CONSUMER SATISFACTION WITH MARUTI SUZUKI”

Submitted in the partial fulfilment for the award of the

degree of
“BACHELOR OF BUSINESS ADMINISTRATION”

SUBMITTED TO : SUBMITTED BY:

MR. SHIV ANAND RISHABH SHARMA
(Assistant Professor) Roll no: 03214001713
Batch No. BBA GENERAL

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 PREFACE

Today the business environment is rapidly changing in this competitive

environment the popular trend is also striving for maintaining its positions
therefore it become essential for the companies that they should know about
their preference & taste.

Regarding a particular product it is of almost necessary to know the

consumers satisfaction to the value offered by the company in case of
dissatisfactory result it is essential to as certain whether the dissatisfaction is for
entire product or part of it is and what value do the consumers expect from it?

The research will provide the relevant information to the organization

about consumer’s attitude towards there products & services.

The research work is sincere effort to find out the ultimate requirement of
consumers for the betterment of research as well as the organization.

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 CERTIFICATE

This is to certify that Rishabh Sharma student of Jagan Institute of

Management Studies, Sector-5, Rohini, Delhi has worked under my
supervision and guidance on “consumer satisfaction with maruti suzuki"
submitted in partial fulfilment for the award of degree in Bachelors of Business
Administration, of Guru Gobind Singh Indraprastha University, Delhi. The
matter embodied in this report is authentic and same is recommended
for evaluation. I wish him luck in his future endeavours.

Shiv Anand

Assistant Professor

JIMS, Sec-5 Rohini, Delhi

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 ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather it is an

amalgamation of the efforts, ideas and co-operation of a number of entities. I
would like to thank GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY for
giving an opportunity to work on a valuable project. I am thankful to our
Faculty Mr. Shiv Anand, for motivating me to complete this project with
complete focus and attention. I wish to express my heartfelt gratitude to the
all the people who have played a crucial role in the research for this project,
without their active cooperation this project could not have been completed
within the specified time limit.

RISHABH SHARMA

BBA (G) 03214001713

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 EXECUTIVE SUMMARY
Very often, there is an analogy drawn between the state of the great Indian
roads and the pace of economic development in the country. Needless to say,
it’s not a very pleasing comparison. So the average Indian customer who rides
the roads of India is naturally extremely cautious when it comes to investing in
a vehicle. Only those rough and tough enough to survive the potholes and
nightmarish surfaces can pass muster. In such a scenario, Maruti Udyog
Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader
of the Indian car market for about two decades. The company has a portfolio of
11 brands, including Maruti 800, Omni, premium small car Zen, international
brands Alto, WagonR and Swift, off-roader Gypsy, mid size Esteem, luxury car
Baleno, the MPV, Versa and Luxury SUV Grand Vitara XL7. It has introduced
upgraded versions of all its existing products completely designed and styled in-
house.

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 CHAPTER-1

INTRODUCTION
AND HISTORY

6
 INTRODUCTION AND HISTORY
Maruti's history begins in 1970, when a private limited company named 'Maruti
technical services private limited' (MTSPL) is launched on November 16, 1970.
The stated purpose of this company was to provide technical know-how for the
design, manufacture and assembly of "a wholly indigenous motor car".

 In June 1971, a company called 'Maruti limited' was incorporated under

the Companies Act and Sanjay Gandhi became its first managing
director.

 In 1982, a license & Joint Venture Agreement (JVA) is signed between

Maruti Udyog Ltd. and Suzuki of Japan.

 In 1989 the Maruti 1000 is presented after having been shown earlier.
This 970 cc, three-box is India’s first contemporary sedan..

 In 1993 the Zen, a modern 993 cc, hatchback which is later exported
globally as the Suzuki Alto.

 In 1994 the 1298 cc Esteem appears, a more luxurious redesigned Maruti

1000. This and other Marutis begin appearing in a plethora of different
equipment levels, to better suit India's increasingly discerning consumers.

 A Zen Automatic arrives in 1996, as does the Gypsy King, a 1.3 liter
version of the compact off-roader, and a minibus version of the Omni (the
Omni E).

 In 1998 the new Maruti 800 is released, the first change in design since
1986. This is simply a facelift of the existing model, to ensure steady
sales. Also, the two millionth vehicle is produced.

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 In 2000 Maruti becomes the first car company in India to launch a Call
Center for internal and customer services. The new Alto model is also
released.

 In 2003 the new Suzuki Grand Vitara XL-7 appears, while the Zen and
the Wagon R are upgraded and redesigned model.

 In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki
Automobiles India", to build two new manufacturing plants, one for
vehicles and one for engines

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PRODUCT PROFILE:-

Model Launched Category Image

Omni 1984 Minivan

Gypsy 1985 SUV

WagonR 1999 Hatchback

Grand Vitara 2007 Mini SUV

Swift DZire 2008 Sedan

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 Ritz 2009 Hatchback

Kizashi 2011 Sedan

Ertiga 2012 Mini MPV

Alto 800 2012 Hatchback

Stingray 2013 Hatchback

Celerio 2014 Hatchback

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SWOT ANALYSIS OF MARUTI SUZUKI
Strengths
 Brand Name
 Large Distribution Network
 Wide product offering at
different price points
 Cheapest Cars in
corresponding segments
 Encouraging exports
 Awarded many awards
 Economy with technology
Opportunity
 Rise of Indian middle class
and small cities
 A booming economy
 Rising exports
Weakness
 Lack of in house R & D
 New model introduction
limited to only cosmetic
changes
 Dominance mainly at lower
level only (Swift)
Threats
 Many players fighting for
the same cake
 Entry of new players
 Cannibalism
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Competitors

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13
CHAPTER-2

14
 OBJECTIVES
AND
METHODOLOGY

CONSUMER BEHAVIOUR:-

 It is defined as all psychological, social and physical behavior of potential

customers as they become aware, evaluate, purchase, consume, and tell to
others about product and services.

 Buying behavior involves both individual ( psychological) and group

process.

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 Buyer behavior is reflected from awareness right through post
purchase evaluation indicating satisfaction and non satisfaction ,
from purchaser

Buyer behavior includes communication, purchasing and

consumption behavior

Consumer behavior is basically social in nature hence the social

factors play important roles in shaping buying behavior

Buyer behavior includes both customer and industrial behavior.

“Hence consumer behavior is an orderly process whereby the consumer

interacts with the environment for making a purchase decision on products
“

DIVERSITY OF CONSUMER BEHAVIOR:-

customer and consumer words are referred as synonyms but the difference
exists

 customer - the purchaser of product or service , may or may not be

the end user

 consumer- the end user , may or may not be the purchaser

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  new age of business demands differentiation of customers by
individual differences in consumer expectations, preferences and
influences.

 Firms need to go into deep of consumer behavior to analyze and act to

achieve objectives

CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:-

Consumer behavior can be said to be the study of how individual make decision
on how to spend their available resources (time, money, effort) on various
consumption related items. This simple definition of consumer behavior tells
the markets to resolve every activity around the ultimate consumers & gauge
their behavior by specially focusing on:

Who buys products or services?

How do they buy products or services?
Where do they buy them?
How often they buy them?
Why do they buy them?
How often they use them?

These questions will help in understanding better what factors influences the
decision making process of the customer.

CONSUMER DECISION MAKING PROCESS:-

 Stimuli- need, reasons, influences, gathering information

 Information processing- process , analyze information about product

 Decision making - on the basis of analysis , decision to go for

 Response- response to buy without any prejudice

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  For industrial buyers the process is almost similar only with addition
of re-buy, modified re buy or new task.

FACTOR INFLUENCING BUYING BEHAVIOR:-

 Individual factors

 Cognitive thinking process – perception , attitudes , Needs/motives

 Personal characteristics – demography, lifestyles ,personal traits

 Environmental factors

 Culture- values ,beliefs, sub cultural / cross cultural factors

 Social class- social class , society

 Influence groups – family, opinion leaders, reference group

 Situational variables – purchase occasion , market communication,

shopping behavior, price , sales influence , product position

CONSUMER SATISFACTION:-

All business firms have realized that marketing is a core element of

management philosophy & the key to its success lies in focusing more & more
on the consumer satisfaction . That is, it will be the customer who will decide

18
where the firm is heading. Thus the challenge before the marketer is to ensure
that they should satisfy every customer.

Satisfaction is an important element in the evaluating stage. Satisfaction refers

to the buyers state of being adequately rewarded in a buying situation for the
sacrifices he has made one the customer purchase & use the product they may
then become either satisfy or dissatisfied.

Satisfied Customers are people who are happy with the product & services &
are willing to come back & pay for it again.

CONSUMER RESEARCH:-

Consumer research is the methodology used to study consumer behavior

research offer set diverse to identify consumer needs it is used to identify both
felt & unfelt needs, to learn how consumers. Perceive product & brand & stores.
What their attitudes are before and after promotional campaigns & how & why
they make their consumption decision.

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 CHAPTER-3
RESEARCH
METHODOLOGY

OBJECTIVES OF THE STUDY

The present study of the marketing strategy of the Maruti Suzuki (Pvt.) Limited
revolves around the following broad objectives:

(i) To study the evolution and growth of the Maruti Suzuki (Pvt.) Limited
in the context of the automobile revolution in India;

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 (ii) To study the growth strategy of the Maruti Suzuki (Pvt.) limited and
the marketing methods followed by it in this regard.
(iii) To study the small car revolution in India and the contribution of the
Maruti Suzuki (Pvt.) limited to it.
Basically the main objective of the survey is to try to identify whether
Maruti Suzuki Pvt. Limited is maintaining the service level desired by
the consumers. It also tries to study the company on different customer
value attributes and analysis its performance, to assess the service
quality gap (expectation –perception) for Maruti.

The service quality gap can be assessed on the following 5

dimensions of service quality gap :-

 Tangibles – the appearance of physical facilities, equipments,

personnel and communication material.
 Reliability – The ability to perform dependable service and
accuracy.
 Empathy – The provision of caring, individualized attention to
customers.
 Responsiveness – The willingness to help customers and to
provide prompt service.
 Assurance – The knowledge and courtesy of employees and their
ability to convey trust and confidence.

SCOPE OF RESEARCH

There is a tremendous amount of scope for future research in this area , that is
the Automobile Industry, some possibilities can be:

 Comprehensive research on all the competitors in the market.

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  Research on the buying behavior which would include brand
performance, brand attitudes, product satisfaction, purchase behavior,
purchase intentions, brand awareness, segmentation studies, etc.
 Study of perceptions among people regarding automobiles (Maruti) and
their preferences of the type of vehicles (cars).

DATA COLLECTIONS TOOLS

Primary Data: -

 Questionnaires and personal interviews

 Telephonic interviews
 E-mail questionnaires.

Secondary Data: -
Secondary data has been collected from cars magazines, books relating to
consumer behaviour, from Internet from sites like (
http://en.wikipedia.org/wiki/Maruti_Suzuki ).

METHODOLOGY

A strategic analysis was done on “The customer satisfaction with respect to car
models offered by maruti Suzuki pvt.limited.”

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UNIVERSE: All consumers /customers in South Delhi and surrounding areas.

SAMPLE SIZE: 50 people

AREAS COVERED: In North Delhi, specific areas surveyed are Inderloak ,

Rani Bagh , Shastri Nagar.

LIMITATIONS OF THE SURVEY

1. The scope of the project is limited in the sense that only Maruti Suzuki
Private Limited has been undertaken for consumer research.
2. The extent of the survey was New Delhi only. So the arguments or the
suggestions given in the report may not hold true for other locations in
India.

ANALYSIS TECHNIQUES

Quantitative analysis is performed using the data collected at each outlet to

estimate the presence of Amul milk.

Tools Utilized

o Percentage Analysis

o Graph Chart

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 CHAPTER-4

DATA
ANALYSIS
AND
INTERPRETATION

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SALESMANSHIP:-

The knowledgeable salesman helps the people in buy good products .They tells
people about the coming model and all the specifications of that model.

KNOWLEDGEABLE NUMBER OF PERSENTAGE

SALESPERSON RESPONDENTS

Strongly disagree 0 0%

disagree 0 0%

Neither disagree nor 0 0%

agree

agree 86 86%

Strongly agree 14 14%

SOURCE:-Primary Data

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Interpretation-

86% people agreed that the sales persons are knowledgeable and
14%strongly disagreed that the sales persons are knowledgeable.

Before sales services:-

If the company is a famous one then the before sales service is very better as
they didn’t want their customer to get.

Analysing the reviews of the respondants

EMPLOYEE SPENT NUMBER OF PERCENTAGE

ENOUGH TIME WITH RESPONDENTS
YOU BEFORE SALES

Strongly disagree 0 0%

disagree 0 0%

Neither disagree nor 0 0%

agree

agree 64 64%

Strongly agree 36 36%

SOURCE:-Primary Data

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Interpretation-

64% people agreed that the sales persons spent enough time with
thembefore the sales and 36% strongly agreed with this.

During sales services:-

The during sales service helps the customer in getting updates what kind of
engine is there present in the car.

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 Analysing the reviews of the respondants

EMPLOYEE SPENT NUMBER OF PERCENTAGE

ENOUGH TIME RESPONDENTS
WITH YOU DURING
SALES

Strongly disagree 0 0%

Disagree 4 4%

Neither disagree nor 0 0%

agree

Agree 62 62%

Strongly agree 34 34%

SOURCE:-Primary Data

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Interpretation-

62% agreed that sales persons spent enough time with them during the sales
,while 34% strongly agreed that the sales persons spent enough time with
themduring sales and only 4% disagreed with this.

After sales services:-

Analysing the reviews of the respondants

EMPLOYEE SPENT NUMBER OF PERCENTAGE

ENOUGH TIME WITH RESPONDENTS
YOU AFTER SALES

Strongly disagree 0 0%

Disagree 22 22%

Neither disagree nor 0 0%

agree

agree 54 54%

Strongly agree 26 26%

SOURCE:-Primary Data

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Interpretation-

6 0 % a g r e e d t h a t t h e s a l e s p e r s o n s s p e n t e n o u g h t i me w i t h t h e m
a f t e r sales ,26% strongly agreed with this and 14% disagreed that the
salespersons spent enough time with them after sales.

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Display of Merchandize:-

Analysing the reviews of the respondants

DISPLAY OF NUMBER OF PERCENTAGE

MERCHANDIZE RESPONDENTS

Strongly disagree 0 0%

disagree 0 0%

Neither disagree nor 0 0%

agree

agree 94 94%

Strongly agree 6 6%

SOURCE:-Primary Data

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Interpretation-

94% agreed that the display of merchandize was

a t t r a c t i v e a n d 6 % strongly agreed that the display of merchandize was
attractive

Product availability:-

Analysing the reviews of the respondants

AVAILABILITY OF NUMBER OF PERCENTAGE

THE PRODUCT RESPONDENTS

Strongly disagree 0 0%

Disagree 4 4%

Neither disagree nor 0 0%

agree

Agree 91 91%

Strongly agree 5 5%

SOURCE:-Primary Data

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Interpretation

91% agreed that the availability of the product was there, 5%

stronglyagreed that the availability was there while only 4% said they
disagreedwith this.

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 CHAPTER-5
FINDINGS
AND
RECOMENDATION
S

34
FINDINGS:-

First I would like to present my survey findings. The main findings of my

survey are as follows:

 It is found in the survey that males are the main decision maker for buying
the car. As per the data, 65% of male and 35% of female makes purchase
decision.
 The main purchasing factors for the Maruti Suzuki are Quality and Brand
image. The data reveals that 42% influences on Quality and 32% influenced
for the Brand.
 88% of the total respondents are using product since from a long time. The
majority of the respondents are using Maruti Suzuki products from more
than 3 years.

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RECOMMENDATION:-
 According to the respondents feedback, MUL needs to launch new & better
models in the small car and luxury car segment and upgrade its existing models
in the mid – size car segment.

 MUL needs to offer more & more services to remain in competition.

 Availability of spare parts of cars manufactured by MUL should be made

more effective.

 Maruti’s vehicles are still number one in terms of service standards, other
factors like fuel efficiency, trouble-free operation etc., but still it needs to
improve as its existing model like Maruti 800 is becoming outdated in
technological terms & other foreign players like Hyundai, General Motors are
using latest technologies

36
CHAPTER-6

CONCLUSION

37
 CONCLUSION:-

From the survey conducted it is observed that Maruti Suzuki has a good market
share.

From the study conducted the following conclusions can be drawn. In order the
dream comes into reality and for turning liabilities into assets one must have to
meet the needs of the customers.

The factors considered by the customer before purchasing cars are price,
comfortablity and availability.

Finally I conclude that, majority of the customers are satisfied with the Maruti
Suzuki because of its good quality, reputation, easy availabilities. Some
customers are not satisfied with the Maruti Suzuki because of high price, lack
of after sales services, comfortablity and life etc. therefore, if slight
modification in the marketing programme such as dealers and outlets,
promotion programmers, product lines etc., definitely company can be as a
monopoly and strong market leader.

Maruti Suzuki has also to take care of its competitors into consideration and
more importantly its customers before making any move.

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BIBLIOGRAPHY :

Books & Journals

 Marketing Management by Phillip Kotler

Newspapers, Journals & Magazines

 The Economist
 Economic Times
 Autocar Indias

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 Annexure
QUESTIONNAIRE :
Name : - ______________________________________________

Address: - _______________________________________________

Age : - _________________ Gender : - _________________

Contact No.: - _________________________

Q-1. What are the basic features you look for in a car?

(Rank Between 1 to 13)

Rankings

(a) Looks/Appearance

(b) Mileage

(c) Brand Name

(d) Price

(e) Car Accessories

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(f) Power Steering

(g) Speed

(h) Colour

(i) Airbags

(j) ABS (Breaking System)

(k) Defogger

(l) Effective AC System

(m) Alternative Fuel System (LPG/CNG)

If any other essential feature, please mention

_____________________________________________________

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Q-2. What type of cars do you prefer?

 Small Cars

 Mid Size Cars

 Premium Cars

 Luxury Cars

Q-3. What are the different car accessories you prefer?

 Audio-System

 Seat Covers

 Key-less entry

 Alloy Wheels

 Rear Spoiler

Q-4. Small cars generally give better service than large ones.

 Agree

 Disagree

Q-5. What type of services you prefer at the time of purchase of car/

 Test-drive

 Proper product information

 Good Salesmanship

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Q-6. What after sales services you prefer?

 Car servicing

 On-road services

 Repairing of defective parts within the time period of

 warranty

Q-8. Which car of MUL do you think has the highest resale value?
 Alto

 Omni

 Maruti 800

 Maruti Zen

 Wagon R

 Versa

 Maruti Esteem

 Baleno

 Swift

 Maruti Zen Classic

 Maruti Gypsy

 Grand Vitara

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Q-9. Have you visited MUL’s service stations?

 Yes

 No

(1)If yes, how many times______ ______(&)

where __________________________________________

Q-10. Are you satisfied with the current services provided by MUL?
 Yes

 No

Q-11. Product Information provided by authorized dealers of MUL so that the customer gets satisfied
with the product he want to purchase is:-

 Excellent

 Very Good

 Good

 Fair

 Poor

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Q-12. Is the availability of spare parts of cars manufactured by MUL

effective?

 Yes

 No

Q-13. Do you find promotional strategies of MUL effective?

 Effective

 Not Effective

Q-14. Are you satisfied with the price ranges offered by MUL?

 Satisfied

 Dissatisfied

 Neither satisfied nor dissatisfied

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 INDEX

CHAPTER TOPIC

I CERTIFICATE
II ACKNOWLEDGEMENT
1 INTRODUCTION

2 COMPANY’S PROFILE

3 RESEARCH METHODOLOGY

4 OBJECTIVES OF THE STUDY

5 LIMITATIONS

6 ANALYSIS & INTERPRETATION

7 FINDINGS & SUGGESTIONS

8 CONCLUSIONS

9 BIBLIOGRPHY

10 QUESTIONIRE

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