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INTRODUCTION
CONSUMER SATISFACTION:
use (E.g. shaving cream, lipstick) for the use of household (food items,
contexts the goods are bought for final use by individuals, who are
our study.
CONSUMER SATISFACTION- ITS DEVELOPMENTS AND REASONS
FOR IT:
researchers had long noted that consumer did not always act or react
similarity consumers were not all alike. Despite a sometimes “me too”
different product that they felt reflected their own special needs,
personalities and life styles to better meet the needs of specific groups
the buyer behavior, marketers were able to segment their total market
requires a steady flow of new product ideas to satisfy our needs (felt or
materials.
Environmental Concerns:
and resources shortage have made both marketers and public policy
consumers.
broadcasting services are “perishable” in the sense that they are lost
Group stage
Family
Beliefs &
Personality &
Self-concept
1.CULTURAL FACTORS:
Culture:
Sub-culture:
which they
Belong
belong.
2.SOCIAL FACTORS:
Reference groups:
person are called “Membership Groups”. These are the groups to which
the person belongs and interacts. Some are “Primary Groups” such as
Groups, in which they are not members, but would like to belong to
the groups also influence people, these are called “Aspiration Groups”.
Social Class:
such as:
a) Upper uppers
b) Lower upper
c) Upper middles
d) Middle class
e) Working class
f) Upper lowers
g) Lower lowers
Family:
a) Family of orientation:
ambition, selfworth and love. Even if a buyer no longer interacts with the
b) Family of procreation:
be:
of the different roles carried out influences the buying satisfaction. Each
company who is in turn has more status than an office clerk. People
3) PERSONAL FACTORS:
the follows:
People buy different goods and services over their lifetime. They
eat baby foods in the early years, most food in the growing and mature
years and special diets in the later years. People’s taste in clothes,
shaped by the stage of the ‘family of the life cycle’ Nine stages have
been identified, starting with bachelor to the single solitary survivor. The
b) Occupation:
Thus a blue-collar worker may buy work clothes, work shoes, regular food
and black and white television while a company president may buy
C) Economic Circumstances:
disposable income (its level, stability and time pattern), saving and
d) Life styles:
occupation may lead quite different lifestyles. A person’s life style is the
beyond the person’s social class, on the one hand or personality on the
other.
Each person has a distinct personality that will influence his or her
choices.
the self-image of the target market. There are 3 variations to the self-
psychological factors
a) Motivation:
A person has many needs at any given time. Some needs are
hunger, thirst discomfort other needs are “psychogenic” they arise from
b) Perception:
people in the same motivated state and objective situation may act quite
of data throughout our five senses; sight, hearing, smells, touch and
meaningful pictures”.
c) Learning:
reinforcement”.
They may or may not carry emotional charge, about their products and
services. These beliefs make up products and brand images and people
religion, politics, clothes food music and so on. Attitudes put then into a
from it.
STAGES IN THE BUYING DECISION PROCESS:
Alternatives
1) Need Recognition:
need. The buyer senses a different between his or her actual state and
The internal stimuli may be the person’s normal needs such as hunger
and thirst. From previous experience the person has learned how to cope
with this drive and is motivated towards a class of objects that will satisfy
the drive.
product. How much search one undertakes depends upon the str4ength
of the drive, the amount of information initially had and the case of
3) Evaluation of Alternatives:
for that matter one single consumer in all buying situations. There are
attribute.
4) Purchase Decision:
ATTITUDE OF OTHERS.
PURCHASE DECISION.
brands in the CHOICE SET. Two factors can intervene between the
a)Attitude of other :
purchase process. If the person’s wife strongly feels that he has to go for
probability for can ‘A’ will be increased and that of car ‘B’ will b reduced.
preferred alternative,
The consumer’s motivation to compel with the other person’s
wishes.
erupt to change the purchase intention. The consumer may loose job,
c) Perceived Risk:
consumer self-confidence.
marketer’s job does not end when the product is bought but continues
may detect some flaw. Some buyers do not want any flaw in the products
must quickly recall any product, which prove dangerous to the users.
function. It is the whole business seen from the point of view of its final
PETER DRUCKER
by which individuals and groups obtain what they need and want through
Marketing is the whole business seen from the point of view of its
RESEARCH DESIGN
CLAIRE SELTIZ
MARUTHI ZEN ”.
very often feel that a four wheeler is a critical necessity in the matter of
standard of living.
WHEELER
perceptive attributes
Analyzing it, the company can choose the suitable strategy for marketing
of FOUR WHEELER.
information, provided by
Period of study:
The study covers a period of eight weeks i.e. from 5th April 2005. To
5th June 2005. i.e., time taken for survey work which was required for the
respondents may try hide certain information and may give Ambiguous
secondary data rather than primary data, in order to make the study
time and money. The study was conducted in Bangalore City only.
Operational definitions.
in the introduction. Those, which are not dealt earlier, are given below.
product or service.
ADVERTIZING MEDIA:
ultimate buyers.
METHODOLOGY:
MOTORS’.
money, Only a sample survey was conducted. The survey was done
customers are satisfied not only after purchasing the vehicle but also
through journals/periodicals/newspapers.
Field work:
end.
tables and data gathered was tabulated and classified percentages were
suitably.
Graphs and charts were used to highlight the statistics results and
conclusions were drawn from the above and were used to suggest
The study has been presented in chapters. The details are given
below:
1. The first chapter introduces the subject matter of the study. This
marketing.
2. The second chapter gives the details of design of the study and its
objectives.
3. The third chapter gives the profile of the company (MARUTI PRATHAM
cars.
Government Company.
make sure his fledging company got, not only the product and
technology from Suzuki, but also imbibed the super efficient work
C. Bhargava, who over the last 16 years has turned the company into
There are two plants - one for the Indian market and the other
for the foreign market. The first car, i.e. Maruti Suzuki 800 was
Mrs. Indira Gandhi the then Prime Minister of India. The Omni version
came to the market during December 1985. The Maruti 800 was
redesigned and the new model came to the market in April 1986. Thus
added features.
PLANT HISTORY:
length and is divided into various working shops. The area of the
company is around 300 acres and only about 55 - 60% of the land is
covered.
cars, which were totally assembled with parts imported from Japan.
This continued for a few years till the parts were obtained from
domestic sources.
includes all the different models. In recent times, this figure was
Asia.
created a revolution in the country and also a good impression not only
share in Asia.
necessary
5. The existing cars in India market were not able to satisfy the
was
Introduced.
services,
the
COMPANY VISION :
quality, cost and profits. Their aim is not only to retain leadership in
their vision.
ORGANISATION STRUCTURE AT PRATHAM MOTORS
Stenographer
(clerk)
(Marketing ) (Pre-Delivery)
(Sales)
Field Sales Staff
Executive
Mktg)
COMPANY’S MISSION:
technology:
All Maruti cars are packed with value - added features. They are
engineered to give you maximum fuel efficiency and require very little
Reliable Quality:
also a car company that constantly upgrades its products to suit your
changing needs with the changing needs with the changing times.
Maruti authorised service outlets across 488 cities assure you the best
possible service wherever you go. Providing you with state of the art
15) THE 1998 ESTEEM (1298 cc, LX, VX, SND AX)
25) ALTO
26) VERSA
PRODUCTION PROCESS:
β Blanking Line
β Press Shop
β Welding Shop
β Paint Shop
β Machine Shop
β Warehousing
EMPLOYEE POLICY:
led to the success of the company and the fulfillment of its objectives.
employees. The employees will have the uniform of same colours and
material from the persons who posses the highest authority to the
lowest workers. The average age of the workers is 34 years. The total
the ITI training school who are given one year training and then
of them are sent to Japan for training. Japan had trained 700 workers
from India.
premises where all employees are served the same type of food at the
and personnel have separate facility for meals. The management has
The employees work for 8 hours a day for 6 days in a week which
leave in a year.
CHARACTERISED BY:
Γ Participating Management.
known to all.
crores for the company. 10% of the savings goes to the employees
3RD PHASE: Each employee is allowed only 5 suggestion but the best
4TH PHASE: There will be only 5 suggestions closed in 1 year but all of
MARUTI CULTURE:
whatever the job he/she may be doing. All employees wear the same
uniform, eat in the same canteen, travel by the same bus and sit in
DISCIPLINE:
QUALITY GROUPS:
improvement in the system). The best groups are closed and sent to
Japan for training. Every year, 1400 people from Maruti are trained in
prosperity.
• Customer orientation.
EXPORT:
Maruti has gone beyond being just a house hold name in India.
β Australia
β Chile β Nepal
β France β Poland
β Germany β Portugal
β Hungary β Uruguay
β Italy β Yugoslavia
β Denmark
β Argentina β Lebanon
β Bahamas β Nigeria
β Bangladesh β Russia
β Belgium β Ireland
β Bhutan
β Cyprus
been exported
DESCRIPTION OF PRATHAM MOTORS MARUTI ZEN
power, performance and comfort makes the ZEN one of the most
United Kingdom.
1) ZEN VX.
2) ZEN VXI.
3) ZEN LX.
4) ZEN DIESEL.
6) ZEN CLASSIC.
active lifestyles, which reflects the buyer’s concern for vehicle out
small business owner who requires a small, fuel efficient but versatile
in the premium car segment. The MARUTI ZEN will certainly raise level
of customer satisfaction.
The price of the small car came attractively as a gift from the
environment and steadily rising fuel costs, Indian costumers are much
A car that brings the state of the automotive art worldwide. The
1997.
and lemonteur.
5. Best car in its category in 1995 by Dutch magazine Auto week and
Autokampioes.
CARS.
and can prepare stronger defense against attacks. Thus knowing one’s
constantly compares its products, price, channels and promotion with its
close competitors.
1. HYUNDAI SANTRO.
2. DAEWOO MATIZ.
3. TATA INDICA.
4. FIAT PALIO
this year, with Hyundai Santro and Daewoo Matiz closely racing
behind it. With this it has retained its leadership in the premium small
car segment.
Santro, Tata Indica and Daewoo Matiz, jumped by 39.5 per cent to
last year. However, the company's bread and butter model, Maruti-
800 could register a sales growth of just 1.4 per cent at 13,939 units.
In the B- (Zen, Santro, and Indica)-segment, Maruti cornered 51
per cent share of the market. It sold 12,054 units in this segment, with
flagship Zen leading the charge. Its sales stood at 6,745 units.
cent in July 2004, from 31 per cent in July 2004," the company
higher than in the same period last year, the company said.
LTD. Hyundai has a presence of 168 countries across the world. The
Hyundai Santro has been pitted against the Zen in the small
September last year and 6,207 in October against Zen's 7,479 and
leveraging the "Tall Boy" design, which gives more space, especially
headroom.
enthusiast, complied into one. An acronym was developed for the Santro
The Matiz is called as the cute car and known as world’s best small car.
The 3-cylinder motor displaces 796cc and gets its fluid via multi-
point fuel injection systems. It can sprint easily to 125 km/hr very fast.
There is ample legroom both in the from and back. One can sit in the
rear without any weird bending of the torso. Mileage of around 14-16 in
city.
September this year compared to 3,166 units in the same month last
Out of 4,902 units, Matiz accounted for 4,539 units while Cielo
and Nexia made up for the rest. DMIL also exported 15 units of Matiz
last month. September sales reflect growth over the previous month
Now the Daewoo Motors India Limited has acquire the third
place where Hyundai Santro in second place and Maruti Zen in the
TATA INDICA is the one of the most famous brand and product
matches the world’s best styling. The 4 cylinder 1400 cc engines. First
petrol car was released after a few months’ diesel cars were
power steering the car can serve with ease. A TELCO boast of
worked class indigenous car, matches the mileage of Zen. The Indica
Toyota's 'Qualis'.
DELUXE
TATA INDICA
FIAT PALIO
survive in the market and made a fresh start with product FIAT PALIO.
by its own design, its out-look is really inspiring any customer can go for
it.
cars, which are unique and ultimate to view the palio cars. From June
the other competitors like MUL, DAEWOO MATIZ, HYUNDAI SANTRO ETC.
It’s the latest evolution of fiats world car platform, which has been
success in emerging the markets around the globe. The PALIO initially
come with two design of engines, a base 1.2 liter and the sizzling 1.6
‘torque’; motor in a variety of trim levels. The idea is to span the entire
range of the economy car or ‘B-segment’ and peg the palio at different
prices points.
Now it is the time FIAT COMPANY to show whether it can survive or
not in the market with the so tough competition in the car market.
F I A T PALIO
TABLE # 1
Respondent
s
1 Below Rs.10000 05 06%
2 Rs.10000-Rs.20000 36 45%
3 Rs.20000-Rs .30000 24 30%
4 Above Rs.30000 15 19%
Total 80 100
40
36
35
NUMBER OF RESPONDENTS
30
24
25
20
15
15
10
5
5
. Respondent e
s
1 Previous one was old 03 04%
2 Dis-satisfied with the 07 09%
previous one
3 Desire to have best small 55 69%
car
4 Increase in financial status 15 18%
Total 80 100%
financial status which made to buy the ZEN. And remaining 9% of the
consumers were dis- satisfied with the previous one which shows that
the previous one was not upto the level of ‘MARUTI Zen’s quality.
60 55
50
40
N UMBER OF
RESPONDENTS
30
20 15
7
10 3
0
Previous one was old Dis-satisfied with the previous one
Desire to have best sm all car Increase in financial status
TABLE # 3
ZEN:
Respondents e
1 Easy maintenance 11 14%
2 Good in fuel efficiency 40 50%
3 Advanced Technology 15 19%
4 Vehicle outlook 14 17%
5 Low price 00 0%
Total 80 100%
This table shows or makes clear that over all performance of the
40
40
35
30
25
NUM BER OF
RESPONDENTS 20 15 14
15 11
10
5 0
0
TABLE # 4
MARUTI ZEN:
Sl.No. Source No.of Percentag
Respondents e
1 Advertisements 50 64%
2 Dealers 07 08%
3 Friends & 15 19%
Relatives
4 Mechanics 08 09%
Total 80 100%
and relatives next to follow with 19%, which influences to buy the
ZEN.
50
50
40
NUMBER OF
30
RESPONDENTS
20 15
7 8
10
Advertisements Dealers
TABLEFriends
# 5 & Relatives Mechanics
TABLE #5
above
Total 80 100%
taking the final decision to buy the ZEN, and 18% of the customers
58
60
50
40
NUMBER OF
RESPONDENTS 30
This is represented
20 with a graph. 14
8
10 0
0
Respondents
1 Within a Week 10 12%
2 Within a Month 15 19%
3 Within 3 Months 43 54%
4 Above 3 Months 12 15%
Total 80 100%
time for final decision to buy the MARUTI ZEN. Respectively 19% of
And 12% & 15% of the respondents took time for final decision
respectively.
regarding the market and they take time to think, to go for any
product.
50
45 43
40
NUMBER OF RESPONDENTS
35
This is represented
30 with a graph.
25
20
15
15 12
10
10
5
0
Table showing who made the final decision to buy the MARUTI
ZEN:
. by Respondents e
1 Solely 22 27%
2 Along with parents 19 24%
3 Spouse 28 35%
4 Friends 11 14%
5 Children 00 00%
6 Others 00 00%
Total 80 100%
decision solely. Along with parents as next to follow with 24%. &
30 28
25 22
19
20
NUMBER OF
RESPONDENTS 15 11
10
5
0 0
0
respondents.
Respondent
s
1 Every day 62 78%
2 Weekly 14 17%
3 Occasionally 04 05%
Total 80 100%
This table shows that the 78% respondents of use the car for
daily use. And 17% of the customers are next to follow with; who use
the car weekly. And 5% of the respondents use their cars occasionally
professionals, small family and office going people are the most using
the ZEN.
5%
17%
78%
Respondents
1 One 43 53%
2 Two 19 24%
3 Three 14 18%
4 Four & above 04 05%
Total 80 100%
This table shows that the 53% of the respondents use the care
solely. Two users are next to follow with 24% respectively. Three users
person in the family. And 24% of the respondents opinioned that car is
used by two persons in the family. And 18% of them claimed that 3
5%
18%
53%
24%
. Respondent
s
1 Less than 20 Kms 04 05%
2 20 Kms –35 Kms 45 57%
3 50 Kms & above 31 38%
Total 80 100%
From the above table it is clear that 57% of the
50
45
45
40
NUMBER OF RESPONDENTS
35 31
30
25
20
15
10
4
5
0
in MARUTI ZEN:
. Respondent
s
1 Fair 09 11%
2 Good 55 69%
3 Excellent 16 20%
4 Not upto expected 00 00%
level
Total 80 100%
This table clearly the 69% indicates that the customers find
GOOD technology and 20% 0f the respondents follow with the opinion
of FAIR.
55
60
50
40
NUMBER OF
RESPONDENTS 30
16
20
9
10 0
0
Service:
Respondents e
1 Weekly 00 00%
2 Monthly 16 20%
3 Once in 3 Months 44 55%
4 Once in 6 Months 12 16%
5 Not frequently 08 09%
Total 80 100%
This table shows that the 55% of the respondents go for service
9% 0%
20%
16%
55%
Respondents e
1 Excellent 15 19%
2 Good 54 67%
3 Fair 11 14%
4 Poor 00 00%
Total 80 100%
believes that the spares of the Maruti Zen are GOOD. And are rated as
60 54
50
40
NUMBER OF
RESPONDENTS 30
20 15
11
10 0
0
price:
Respondents e
1 Cheap 00 00%
2 Reasonabl 64 80%
e
3 Too Costly 16 20%
Total 80 100%
20% 0%
80%
Respondents e
1 Excellent 14 18%
2 Good 58 72%
3 Fair 08 10%
4 Poor 00 00%
Total 80 100%
72% of the respondents were highly satisfied with the service done by
the company. This shows that the wide range of customers have
And 18% & 10% of the respondents consider excellent and fair
respectively.
This is represented in a graphical form.
58
60
50
40
NUMBER OF
RESPONDENTS30
20 14
8
10 0
0
. Respondent
s
1 Yes 00 00%
2 No 80 100%
Total 80 100%
From the above table it is clear that the respondents are highly
This table also focuses that the capability of the company, that
80
80
60
40
20 0
Yes No
TABLE # 17
Respondent
s
1 Yes 80 100%
2 No 00 00%
Total 80 100%
advising their friends and others to buy the same car i.e. MARUTI
100%
100%
80%
NUMBER OF 60%
RESPONDENTS
40%
20% 0%
0%
Yes No
FINDINGS:
1. Majority of the customer say that they desired to have the best
decision.
35kms; we can make out that vehicle suits in city drive with
ease.
6. All most all the respondents in the survey are highly satisfied
7. Respondents have rate the spare of the MARUTI Zen’s are good
8. Respondents have also given the opinion that the price of the
Spares are reasonable and satisfied upto the level.
10. It is reveled from the survey; majority of the customers say that
11. It is found from the survey that majority of the customers advise
conducted.
In all the respects MARUTI PRATHAM MOTORS PVT LTD. is find to be the
dealers and the building outlook should be designed in such a way that it
Much more sales persons should be appointed who have good and high
communication skills, so that they can convince the costumers easily and
should be able to delight the customer which is very essential in sales and
service field.
Display should be made in the public places like exhibitions, Clubs, main
streets of the cities, etc so that the customers come to know about the
So that the prospective buyers get desire to go for the product. This
psychological effect .
The outlook of the vehicle can be still modified so that it creates a new
demand in the car market and attract new customers which further
improves sales.
CONCLUSION
Maruti Zen has actually ascended the aspiration curve with its brand.
roads. Maruti finds high acceptance amongst housewives and also by young
adults.
Its common road presence has helped brand gain acceptance across
segments. It obviously emerges as an urban brand. The small car buyers are
Customers are highly satisfied with the Zen’s technology, Outlook, fuel
reveled from the survey; majority of the customers say that it is a complete
family car and agree the word ‘MARUTI ZEN THE WORLD CAR’.
QUESTIONNAIRE
Pratham Motors
1. NAME : __________________________________
2. AGE : __________________________________
3. QUALIFICATION : __________________________________
4. OCCUPATION : __________________________________
5. MONTHLY INCOME
Vehicle Out-look ( )
Advertisements ( ) Dealers ( )
One ( ) Three ( )
Spouse ( ) Friends ( )
Others ( ) Children ( )
13. How often the vehicle is used
One ( ) Three ( )
Fair ( ) Good ( )
Weekly ( ) Monthly ( )
Not frequently ( )
Fair ( ) Good ( )
Excellent ( ) Poor ( )
19. How do you rate the spares concerned with price.
Fair ( ) Good ( )
Excellent ( ) Poor ( )
21. Have you faced any delay in servicing of your MARUTI ZEN
Yes ( ) No ( )
PVT.LTD
CUSTOMER SIGNATURE
BIBLIOGRAPHY