Summer Project Report

On

On the topic “Dealer Satisfaction”

Prepared by:
GAURI GUPTA (BBA-IV)
Reg. No. =3020070016
Course Code - 127

Project Guide:
Naresh Yadav
Submitted to:
Mr. Rohan Sharma
Lovely professional university

AUTHORISATION
1
A.G.Industries private limited has always endeavoured to provide the best products and
services to its customers and business associates. An essential aspect of this effort is the
continuous assessment of our performance.

This part of assignment is handed over to the study and understands the needs of the
company. The company allows the representative to conduct thorough study and detail
analysis about the satisfaction of dealers and distributors of leading automobile manufacturer.
A.G.Industries permits the representative to use all research methodologies and tools to
conduct this study. And during this tenure of study the company promises to cooperate with
the representative in all his possible needs. The project report is submitted as partial
fulfilment of the requirement of BBA program of Lovely Professional University.

ACKNOWLEDGEMENT

2
The satisfaction and delight that accompanies the completion of any task would be
incomplete without mentioning the people who made it possible with their constant guidance
and encouragement which put the finishing touch to all the efforts with success.

I Gauri Gupta who have been pursuing my internship in A.G.Industries private limited extend
my intense gratitude and respect to my company guide Naresh Yadav, for providing a
learning platform. I express my deep sense of gratitude and sincere thanks to him for his
valuable guidance.

I would like to thanks my parents, who helped me thoroughly for shaping out things well in
order. I would like to express my deepest gratitude to Mr. ROHAN SHARMA(Coordinator,
Lovely Professional University, Phagwara) for extending all the required facilities to carry
out the project without any hindrance.

I express my special thanks to the management of A.G.Industries Private limited, Lovely

Professional University and all others who helped directly or indirectly in executing the
project.

Thanking you

Miss Gauri Gupta.

ABSTRACT

3
The project is about the dealer satisfaction study of a leading automobile firm. Dealers being
the link between the customers and the firm, their satisfaction are of utmost importance to the
firm.

This project has different stages, namely, primary research, analysis of collected data and
forming interpretations and finally preparation of report. Under primary research framing of
questionnaires and collection of primary data were done. Brainstorming was the initial step to
carry on the research process. It was done to understand the requirements of the clients and
the methodologies to be carried out in the research process. Questionnaires were framed to
obtain the information from the dealers without bias.

The framed questionnaires were tested and were carried to the field for investigations. The
dealers were interviewed and their responses were recorded in the questionnaires. The
recorded research data were then entered in the system for further analysis. Data were
interpreted and studied statistically. Thus the interpreted data were interpreted data were
illustrated and were analysed graphically.

The analysis shows that most of the dealers were satisfied and some of them were highly
satisfied or delighted. The dealers who were dissatisfied were due to the spare parts non-
availability. The dissatisfied customers can converted into satisfied customers by improving
the spares availability and required models in time.

ABOUT THE COMPANY

4
INDUSTRIES ARE AN ANCILLARY UNIT OF HERO HONDA GROUP OF
COMPANIES…………..

A leading manufacturer of plastic Auto component injection moulded parts in India; AG is a

Direct on Line (DOL) supplier approved by Hero Honda Motors Limited. Established in
1993, it has today diversified into a reputed business entity in the plastics moulding sector.

AG Industries is an ancillary unit of the acclaimed Hero Honda group of companies. A

leading manufacturer of plastic Auto component injection moulded parts in India, AG is a
Direct on Line (DOL) supplier approved by Hero Honda Motors Limited.

Established in 1993 as a small business unit in Gurgaon to serve

motor cycle joint venture Hero Honda, it has today diversified
into a reputed business entity from the plastics sector. The
company's expertise lies in manufacturing a wide range of plastic
components for the automotive sector.

GURGAON UNIT

It has been accredited by Modern Plastics as '50 Notable Plastic

component Moulder' in the world. AG Industries has strength of
over 1900 skilled & unskilled personnel who share the same
passion to excel and contribute towards its continued success in
the plastic molding industry.

MANESAR UNIT

AG’s core expertise lies in:

5
  Injection Moulding
 PU Painting
 AIR bag cover manufacturing

MANAGEMENT

AG Industries is the culmination of the far sighted vision of its Managing Director, Ms. Geeta
Anand. She has been recently identified as one the top 50 Indian female entrepreneurs
leading the industrial manufacturing scenario. She has also been a proud recipient of the
prestigious Bhartiya Udyog Ratan Award by IEDRA in the year-
2006.

The company has witnessed exponential growth under her

dynamic leadership and continues to prosper with new ventures

and strategic diversifications in its product range

.Backed by her entrepreneurial capabilities, experienced technical

employees and a focused management, AG Industries has
evolved as a preferred supplier to leading industry NAMES……

OUR TEAM

6
 AG Industries has a highly dedicated staff of 1900 personnel
and it boasts of a fully fledged research and development
department.

The big work force of the company comprises skilled and semi
skilled workers, technicians, a qualified and experienced team of engineers and supporting
professionals. This team has the expertise of handling large scale production without
compromising on the quality of the products. It works closely with the customers of the
company in order to understand their needs in terms of productivity, cost and after-sale
support.

This experienced and committed team has earned an enviable reputation for delivering high
quality products.

MILESTONES

7
FUTURE PLANS

8
AG Industries has setup an exemplary business model in the injection mouldings industry. It
is consistently striving to further upgrade its services by adding new & advanced machinery
to its setup.

The company has well laid out plans to diversify in the following areas:

 Upcoming unit in Bawal

 Upcoming unit at Chennai
 Product diversification
 Tool designing and manufacturing facilities
 Contract Manufacturing
 Designing and development of advanced engineering products

AG Industries today holds an unparalleled advantage in the industry. Its strategic approach
towards Quality, cost & delivery has made it a reputed name in the plastic products
manufacturing in India.

INFRASTRUCTURE
9
The company has installed 76 high-end injection moulding machines ranging from 150 tons
to 1300 tons. These include JSW all electric injection moulding machines from Japan, L&T
and Ferromatik Milacron.

A true customer-centric organization, AG Industries is equipped with necessary resources and

manpower to meet exacting demands of its clients. Today, the company has evolved as a
leading industry brand with three manufacturing units at Gurgaon, Manesar and Haridwar
converting over 18200 tons of engineering plastics per annum..

To achieve unmatched precision, moulds are developed from local as well as international
sources as per the requirements of various OEM’s. The company has been associated with
leading tool manufacturer of Korea & Taiwan to get best quality moulds.

The company has a full-fledged PU painting facility from HAYDEN (Germany) &
WURSTER (Germany). Besides, it has sophisticated facilities for assembly of parts like Air
Cleaners, Fender Rear and Box Battery of different models of motorcycles.

AG is the first Indian company to have technical tie up with KD Corporation, Korea, a world
leading Air Bag Cover manufacturing company. The product is supplied to Auto Liv India
for the Air Bag assembly of Maruti Suzuki, Ford and Tata Motors among others.

All the units are equipped with essential auxiliary equipments required for precision
moulding like mould temperature controller, chillers, hot runner temperature controller etc.

COMMITMENT

10
The company has been bestowed with a ‘Best Safety Award’ by the Govt. of Haryana for
its commitment towards safe work place.

As a mark of a true leader, AG Industries not only excels in

plastic products but also makes a conscious effort towards
sustainable development. It has successfully attained
certifications like ISO 14001 & ISO 18001 for practicing eco-
friendly and safe manufacturing methods..

As an endeavour towards employee welfare, the company

boasts of facilities like sanatorium, cafeteria, recreation and
medical facilities.

As part of committed Company Social Responsibility (CSR) AG has adopted a village,

Jeetpura, Haryana. To provide basic necessities like drinking water, computer education,
play ground etc

PRODUCTS

11
Today AG Industries is meeting the growing demands of the market with an impressive of
range high quality plastic products.

The company manufactures premium quality plastic moulded components which are used
in various sectors like automotive, engineering and consumer durables sector. The
components are manufactured as per demands and specifications provided by different
companies and are in conformity with international standards.

AG Industries strives hard for optimum customer satisfaction by constantly upgrading its
product range.

OBJECTIVE OF THE PROJECT

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The main objectives of the project – “Dealer satisfaction study of leading automobile
manufacture” for A.G.Industries private limited is as follows:

 To conduct survey on satisfaction of the top management and middle management

in dealership of the automobile firm.
 To identify the satisfaction and dissatisfaction causing parameters and how and to
what extent it affects the performance of employees.
 Suggesting possible ways by which the dissatisfaction level could be brought down.
 To learn the uses of statistical tools in bringing about conclusions based on
responses obtained in questionnaires.

The project has three stages namely:

1. Primary research
2. Analysis of collected data
3. Report preparation

The initial stage began with customer’s proposed order to A.G.Industries private limited.
The research firm assigned the task to its research team. The goals and objective of the
project was framed. Te entire process and flow of the project is explained in the following
stages:

1.PRIMARY RESEARCH

The primary data was collected directly from the respondents using data collection methods
like survey interviews, questionnaires, direct observation or tabulation. Use of internet for
primary data collection is still in its infancy. The primary research includes various stages
namely:

a. Brainstorming
b. Designing of questionnaire
c. Analysis of questionnaire
d. Approval of questionnaire
e. Field investigation
f. Recording data and feedback

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These stages are explained below in detail:

a. BRAINSTORMING

The research team observed the requirements of the automobile manufacturer. Thus
customer needs and the requirements were analysed. Thus after understanding the needs of
the customers the research team brainstormed and prioritized the methodologies and
structure of the research.

As an outcome of brainstorming the project was assigned to many representatives to study

the satisfaction of dealers and distributors of automobile manufacturer.

b. DESIGNING OF THE QUESTIONNAIRE

Thus according to the requirements of the clients the questionnaires were designed. These
questions helped to extract the real picture and mindset of the dealers.

The satisfaction study based questions has three different types namely the delight
questions, dissatisfaction questions and the normal point rate ranking questions. There were
other structured closed and open ended questions. These questions helped to understand the
dealers knowledge in business policies, terms, advocacy, overall satisfaction, latest
developments and suggestions.

Questions to study the communication flow of the organisation were also prepared.
Questions of advocacy, loyalty, reliability, and general feedback were also framed to
understand the mindset of the dealers and distributors.

The distribution channel of A.G.Industries has two parts namely the dealers and the service
channel. A dealer set of questionnaire has four people to be interviewed. These people
include owner of the dealership/ general manager of dealership, sales manager, service
manager and spares manger.

Thus there are two different sets of questionnaires for service channel. The people who
were interviewed were the authorised service station owners/ service managers and the
spares managers of service stations.

The questionnaires were designed in a fashion that the questionnaire remains same with all
the candidates but the attributes vary according to their levels in management.

14
c. TEST OF QUESTIONNAIRE

The overall structured questionnaire was analysed completely and was revised with slight
modifications. The questionnaire was analysed by a team of researchers and quality
analysts. Thus the designed samples were tested and design of the questionnaire was
checked fool proof.

d. APPROVAL OF THE QUESTIONNAIRE

The structured questionnaire was matched with client’s requirement and was approved for
further field investigation by the client. The attributes and show cards were printed
according to the requirement after the approval of the questionnaire.

e. FIELD SURVEY

This was done so that they can communicate and get the output without bias. This was
counter method to reduce expenses as the preferred locations are usually native place. The
investigation field plays an key role as the entire project was based on the results of the data
recorded.

This stage was an expensive stage as primary research data collection requires face to face
interaction and time consuming process. The data collected were recorded and brought
along with the questionnaire

f.FIELD FINDINGS

The needs and complaints of the customers were understood and recorded. Some of the
field findings or observations which were found from the respondents across the field were
listed below.....

 Biasness in responding to the questionnaires.

 Reluctance to respond to the questions.
 The data about the dealers were not updated.
 Difficult to fix appointments and to cover the target on time.
 Dealers were looking forward for prompt payment systems from the company
 Dealers were not satisfied with the availability of spare parts for old model
vehicles were not available.

15
  Dealers were happy with the overall satisfaction with the automobile manufacture.
 The advocacy of the dealers to recommend to their friends was positive

g. RECORDING DATA AND FEEDBACK

The data which were collected from dealers were the intellectual property of A.G.Industries
private limited.

SAMPLE SIZE

The project was done to understand the satisfaction level amongst the dealers and
distributors of the leading automobile manufacturer. So a sample of SSS (Sales, service,
and spares) and 5 dealers of ASS (Authorised service station) were taken as a sample.
These sample size is taken from each state and the sample size varies according to the
number of outlets particularly.

SAMPLING PROCEDURE

The list of dealers and the list of people whom to be met were provided by automobile
company. From the list of dealers and distributors the sample was selected based on the
number of vehicles sold and the turnover of the dealership. These dealers were dealing with
the commercial vehicles of the automobile manufacturer. As the commercial vehicle
generates more revenue for the manufacturer than the passenger vehicles, the dealer
satisfaction study of commercial vehicles dealers’ were analysed.

2.ANALYSIS
The analysis was the next phase of the project where the collected data were analysed. The
various analysis and interpretation which were found are illustrated below:

The following analysis shows the most preferred attributes by management persons:

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1.MOST PREFERRED ATTRIBUTES

100
Most Preferred
9087
81 attributes
81 78 according to dealership owner
80 73 71 69 67
70
58 57
60
50
40
30
20
10
0 % of importance

1.1 – Most Preferred attributes according to dealership owner

17
 Most Preferred attributes according to sales manger
89 88 84 84 82
78
80 67 63 60
58
60
40
20
0
% of importance

1.1 Most Preferred attributes according to dealership sales manager

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Most Preferred attributes according to Dealership spares
manager
90 88 87 84 83
75 73 70 68
80 63
60
40
20
0 % of importance

1.3 Most Preferred attributes according to dealership spares manager

19
Most Preferred attributes according to service Manager
90 88 87 84
81 80 78 76
72 70
80
60
40
20
0
% of importance

1.4Most Preferred attributes according to dealership service manager

20
Most Preferred attribute according to authorized service
station Owner/GM
90 88 86 83
81 80 78 76
72 70
80
60
40
20
0 % of importance

1.5 – Most Preferred attribute according to authorized service station owner/GM

21
 Most Preferred attribute according to authorized
servicestation spares manager
90 88 86 83
80 76 73
70 68 66
80
60
40
20
0 % of importance

1.6 – Most Preferred attribute according to authorized servicestation spares manager

INTERPRETATION- MOST PREFERRED ATTRIBUTES

From the above charts the following interpretations are made,

1. The above mentioned attributes were the most prioritized qualities which the
dealer and service station management persons preferred.
2. The satisfaction index of these management persons could be increased by
concentrating and improving these areas.
3. The management policies of the manufacturer should be framed according to
this preference to foresee a better satisfaction
4. The most preferred attribute was adequate margins to the dealers.
5. The manufacturer should increase the profit margins for the dealers.
6. The data interpreted shows a clear chit to concentrate on revenue of dealers and

22
 availability of spare parts.

2. SATISFACTION INDEX:

Satisfaction Index of Dealer Owner/GM

70% 64%

60% 55% 53%

50%
50%
Degree of satisfaction
40%

30%

20%

10%

0%
overallsatisfaction sales service spares

2.1Satisfaction score of dealer owner/ General manager

Satisfaction Index of dealer Spares manager

70% 65%
58%
60%
49%
50% 43%
Degree of satisfaction
40%

30%

20%

10%

0%
overallsatisfaction sales service spares

2.2Satisfaction score of dealership Spares manager

23
 Satisfaction Index of sales manager

80% 73%
70%
70% 60%
60% 51%
Degree of satisfaction
50%
40%
30%
20%
10%
0%
overallsatisfaction sales service spares

2.3Satisfaction score of dealership Sales manager

Satisfaction Index of dealer Service manager

57% 56%
60%
47%
50%
36% Degree of Satisfaction
40%

30%

20%

10%

0%
overallsatisfaction sales service spares

2.4 Satisfaction score of dealership service manager

24
 Satisfaction Index of service station Owner/GM
69%
70% 65%
58%
60%

50%
38% Degree of Satisfaction
40%

30%

20%

10%

0%
overallsatisfaction sales service spares

2.5Satisfaction score of authorized service station Owner/General manager

Satisfaction Index Of Service Station Spares Manager

69%
70%

60% 55%

46%
50% 41%
Degree of satisfaction
40%

30%

20%

10%

0%
overallsatisfaction sales service spares

2.6 Satisfaction score of authorized service station Spares manager

25
INTERPRETATION – SATISFACTION INDEX
The following interpretations are made from the above chart

1. The overall satisfaction for owners/GMs was good.

2. The overall satisfaction for the Spares managers was poor and rest was average.
3. The manufacturer should concentrate on the issues related with spare parts and
availability of spare parts.
4. The service satisfaction score was not remarkably good.
5. The satisfaction in sales was really doing a good part as the score was overall
good.

3. AWARENESS ABOUT MANUFACTURERS INITIATIVES

The following graphical diagrams shows the awareness of manufactures initiatives and
polices amongst the management persons of the dealers and service station persons

Awareness about initiatives taken

20%

yes
no

80%

3.1 Awareness about initiatives taken– Dealership Owner/GM

26
 Awareness about initiatives taken

30%

yes
no

70%

3.2Awareness about initiatives taken – Dealer Spares manager

Awareness about initiatives taken

20%

Yes
No

80%

3.2 Awareness about initiatives taken – Sales manager

27
 Awareness about initiatives taken

40% Yes
No

60%

3.4Awareness about initiatives taken – Dealer Service Manager

Awareness about initiatives taken

30%

Yes
No

70%

3.5Awareness about initiatives taken – Service station Owner/ Gm

28
 Awareness about Initiatives taken

40% Yes
No

60%

3.6Awareness about initiatives taken – Service Station Spares Manager

INTERPRETATION – AWARENESS ABOUT INITIATIVES

The following interpretations were made from the above diagrams

1. The initiatives taken by the manufacturer in the last one year was to be known by
all the people in dealership and service station. To check the communication the
analysis was done.
2. The dealership owner and service station owner were well aware.
3. The service manager of dealership was not that aware the rest were well aware.
4. In many stations the managers were aware but initiatives were not implemented.
5. The training provided by the manufacturer for the workers were the satisfying
factors for the dealers.

29
4. LOYALTY
The following charts shows the loyalty of dealers

Loyalty Of Dealership Owner

60%
0.6

0.5

0.4
Degree Of Loyalty
0.3
20%
0.2
10% 10%
0.1

0
Very unlikely Quite unlikely not sure Quite sure Very likely

4.1 Loyalty of delaership owner/GM

Loyalty of dealership spares manager

0.6
0.6

0.5
0.4
0.4
Degree Of Loyalty
0.3

0.2

0.1

0
Very unlikely Quite unlikely not sure Quite sure Very likely

4.2Loyalty of dealership Spares manager

30
 Loyalty of dealership sales Manager
0.6
0.6

0.5
0.4
0.4
Degree Of Loyalty
0.3

0.2

0.1

0
Very unlikely Quite unlikely not sure Quite sure Very likely

4.3loyalty of dealership Sales manager

Loyalty of dealership serivce manager

0.6
0.6

0.5

0.4
0.3 Degree Of Loyalty
0.3

0.2
0.1
0.1

0
Very unlikely Quite unlikely not sure Quite sure Very likely

4.4loyalty of dealership Service manager

31
 Loyalty of Authorized service station Owner/GM
0.6
0.6

0.5
0.4
0.4
Degree Of Loyalty
0.3

0.2

0.1

0
Very unlikely Quite unlikely not sure Quite sure Very likely

4.5Loyalty of authorized service station Owner / GM

Loyalty of authorized servicestation spares manager

50%
0.5
0.45
0.4
0.35 30%
0.3 Degree Of Loyalty
0.25 20%
0.2
0.15
0.1
0.05
0
Very unlikely Quite unlikely not sure Quite sure Very likely

4.6 Loyalty of authorized service station Spares manager

32
INTERPRETATION – LOYALTY
The loyalty of the dealer was also tested along with the satisfaction level. The dealers were
asked about the continuation of dealership for the next five years and the data are interpreted.

1. The charts shows the loyalty amongst the managers expect the spares manager and
rest all were found to be happy to continue.

2. The spares manager of authorized service station was also found to be not happy
with the manufacturer relation.

3. It was found that the spares managers were dissatisfied with the availability of the
spares on time from the manufacturer. The manufacturer should concentrate on
the areas of spares.

5. SATISFACTION WITH DEALERSHIP

The following charts would describe the satisfaction level with dealership with the
manufacturer.

Satisfaction with dealership

0.8
0.8

0.7

0.6

0.5
Degree of Satisfaction
0.4

0.3 0.2
0.2

0.1

0
Strongly Disagree Neither agree Agree Strongly
disagree nor disagree agree

5.1Satisfaction Level of Dealership owner with holding dealership

33
 Satisfaction with Dealership
30% 30%
30%

25%
20%
20%
Degree Of Satisfaction
15%
10% 10%
10%

5%

0%
Strongly Disagree Neither agree Agree Strongly
disagree nor disagree agree

5.2Satisfaction level of dealership spares manager holding dealership

Satisfaction with dealership

0.5
0.5
0.45
0.4
0.35 0.3
0.3 Degree Of Satisfaction
0.25 0.2
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither agree Agree Strongly
disagree nor disagree agree

5.3Satisfaction level of dealership sales manager holding dealership

34
 Satisfaction with dealership
0.6
0.6

0.5
0.4
0.4
Degree Of Satisfaction
0.3

0.2

0.1

0
Strongly Disagree Neither agree Agree Strongly
disagree nor disagree agree

5.4Satisfaction level of dealership service manager holding dealership

Satisfaction with service station

0.4
0.4

0.35 0.3 0.3

0.3

0.25
Degree Of Satisfaction
0.2

0.15

0.1

0.05

0
Strongly Disagree Neither agree Agree Strongly
disagree nor disagree agree

5.5 Satisfaction level of authorized service station Owner holding dealership

35
 Satisfaction with Service station
0.4 0.4
0.4

0.35

0.3

0.25 0.2 Degree O Satisfaction

0.2

0.15

0.1

0.05

0
Strongly Disagree Neither agree Agree Strongly
disagree nor disagree agree

5.6Satisfaction level of authorized servicestation spares manager

INTERPRETATION – SATISFACTION LEVEL FOR HOLDING

DEALERSHIP
The following interpretations are made from the above charts

1. The dealership owners were found to be highly satisfied for holding the dealership
with the automobile manufacturer.

2. The dealership service manager and sales manager were partially satisfied for
holding the dealership with the automobile manufacturer.

3. The spares manager of both dealership and authorized service station were not
found to be satisfied. The chart shows poor result.

6.RETURN ON INVESTMENT
The following charts shows the satisfaction level of the dealers on returns of their
investments

36
 Return on Business
0.4
0.4
0.35 0.3 0.3
0.3
0.25
% of Degree of Agreement
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

6.1Return on investment – dealership owner/GM

Return on Business
0.4
0.4
0.35 0.3 0.3
0.3
0.25
% of Degree of Agreement
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

6.2Return on investment – dealership spares manager

37
 Return on Business
0.5
0.5
0.45
0.4
0.35 0.3
0.3
% of Degree Of Agreement
0.25 0.2
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

6.3Return on investment – Dealership sales manager

Return on Business
50%
50%
45%
40%
35%
30%
% of Degree of Agreement
25% 20%
20%
15% 10% 10% 10%
10%
5%
0%
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

6.4Return on ivestment – Dealership Service manager

38
 Return on Business
0.4
0.4
0.35 0.3 0.3
0.3
0.25
% of Degree Of Agreement
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

6.5Return on Investment – Authorized service station Owner/ GM

Return on Business
0.5
0.5
0.45
0.4
0.35 0.3
0.3
% of Degree Of Agreement
0.25 0.2
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

6.6Return on Investment – Authorized service station Spares manager

39
INTERPRETATION – RETURN ON INVESTMENT

The dealers were analyzed on the basis of their business generation and revenue earned. The
above charts show the satisfaction level.

1. The business revenue and business generated by the dealership were mostly found
satisfied.

2. The owners were found satisfied even the spares generate a good return

3. The service area were found to be not so satisfied with the generation of business

7. RELATION AND CARE OF MANUFACTURER

Questionnaires were framed to find the relationship between the manufacturer and the
dealers. The following charts show the relationship level between them.

RELATION AND CARE OF MANUFACTURER

0.5 0.5
0.5
0.45
0.4
0.35
0.3
% of Degree of Agreement
0.25
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

7.1 Realtion and care of manufacturer – Dealerhip Owner/GM

40
 RELATION AND CARE OF MANUFACTURER
0.4
0.4
0.35 0.3 0.3
0.3
0.25
% Of Degree Of Agreement
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

7.2 Relation and care of manufacturer – Dealership Spares manager

Relation and care of manufaturer

0.5 0.5
0.5
0.45
0.4
0.35
0.3
% of Degree Of Agreement
0.25
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

7.3 Relation and care of manufacturer – Dealership Sales manager

41
 Relationship and care of manufacturer
0.4
0.4
0.35 0.3 0.3
0.3
0.25
% of Degree of Agreement
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

7.4 Relation and care of Manufacturer – Dealership Service manager

Care and relationship with the Manufacturer

0.4
0.4
0.35 0.3 0.3
0.3
0.25
% Of Degree Of Agreement
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

7.5 Relation and care of manufacturer – Authorized Service station Owner

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 Relationship and care of manufacturer
40%
0.4
0.35 30% 30%
0.3
0.25
% Of Degree Of Agreement
0.2
0.15
0.1
0.05
0
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

7.6 Relation and care of manufacturer – Authorized service station Spares Manager

INTERPRETATION – REALTION AND CARE

The following interpretation shows the relationship and care of manufacturer with the
dealership owner and management staffs.

1. On the whole the relationship and care of the manufacturer was found to be good.

2. The relationship with the service department was found to be weak.

3. The manufacturer should concentrate on the relationship level and polices with the
service department.

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GENERAL FEED BACK FROM DEALERS

1. Dealers expect more support from the manufacturer to improve the ambience of the
showroom.

2. Payment of incentives within specified time frame.

3. The spares were always found to be inadequate.

4. The quantity of spares supplied to the dealers was found to be less than estimated.

5. The dealership looks for sales promotion activities from the manufacturer side.

These were some of the major suggestions and requests given by the dealers during
interaction.

LIMITATIONS OF THE STUDY

The following were the limitations of the project;

 The sample size on which data will be analyzed is very small. This is because,
for a particular project, data will be collected from different places. However,
the conclusions and recommendations drawn out of this project will be
analyzed on the basis of data collected from only one field of survey.

 Biased data provided by the respondents due to time constraint and fear of
response revelation to Tata Motors.

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RECOMMENDATIONS:
The following are some of the recommendations for the manufacturer to look upon. These are
based on understanding and learning in the field,

1. Manufacturer should improve the availability of required models and spare parts which
are of utmost priority to the dealers.
2. Dumping of vehicles and spare parts should be avoided which becomes the most
annoying factor.
3. Complaints should be attended to at the earliest possible and correctly to mutual
satisfaction.
4. Appropriate training on new products should be provided to concerned people.
5. It should be made sure that awareness of new initiatives taken is cent percent.
6. Manufacturer can help the dealers in managing the business thereby improving their
rate of return on their investment.

Concentrating in these areas would definitely result in increased satisfaction, loyalty and
advocacy of the existing dealers.

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CONCLUSION

After careful research study, it can be concluded that the overall satisfaction of the dealers
and authorized service station owners were found to be above average. It can be further
improved by concentrating in the area of spares department, payment and credit issues.

Satisfying the dealers in all aspects is practically impossible. Thus the manufacturer is found
to perform reasonably well in the industry which also gives it a prominent place in the
automobile industry.

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REFERENCE:
www.agindus.com

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