CHAPTER - 1

INTRODUCTION

1.1 ABOUT THE STUDY

Consumers are the focus of marketing effort. The modern marketing concept
spells out the real significance of buyer behavior. All elements of the marketing mix are
highly integrated with one another. They are seen through the eyes of the customer and
are co-coordinated, so as to produce the best benefits and optimum satisfaction for the
customer.

As on today companies are facing tough competition, the customers have a wide
choice of brands to select from. In order to survive the competition, the companies have
to do a better job of meeting and satisfying customers needs than their companies. The
automobile manufacturers and marketers are also no exception from the scenario.

DEFINITION

According to PHILIP KOTLER, “Satisfaction is a person’s feelings of pleasure or

disappointment resulting from company a product’s perceived performance in relation to
his or her expectations.”

As this definition makes clears, satisfaction is the function of perceived

performance and expectations, the customer is dissatisfied, if the performance matches
the expectations, the customer is satisfied, if the performance exceeds the customer is
highly satisfied of delighted.
1.1.1 HIGHLY SATISFIED CUSTOMERS

 Stays loyal longer, Buys more as the company introduces new product and
upgrades existing products.
 Talks favorably about the company and its product.
 Pay less attention to competing brands and advertising and is less sensitive to
price.
 Offer product / service ideas to the company.
 Cost less to serve than new customers because.

Customers from their expectations on the basis of messages received from

servers, friends and other information sources, if the server exaggerates the benefits
customers will experience disconfirmed expectation, which heal to dissatisfaction. The
larger the gap between expectation and performance the greater the customer’s
dissatisfaction.

Some customers magnify the gap when the product is not perfect and they are
highly dissatisfied. Other customers minimize the gap and are less satisfied.
1.1.2 TOOLS FOR MEASURING CUSTOMER SATISFACTION COMPLAINT AND
SUGGESTION SYSTEMS

A customer cantered organization makes it easy for its customer to deliver

suggestion and complaints. When the customers makes suggestions and complaints. It
will effectively inform the companies. These information flows, provide the companies
with many good ideas and enable them to act more rapidly to resolve problem.

CUSTOMER SATISFACTION SURVEYS

Companies should obtain a direct measures of customer satisfaction by conducting

periodic surveys they send questionnaires or make telephone calls to a random sample of
their recent customers and ask it they were very satisfied indifferent, somewhat
dissatisfied or very dissatisfied with the various aspects of the company’s performance
they also ask buyer’s views on their competitor’s performance.

LOST CUSTOMER ANALYSIS

Companies should contact customers who have stopped buying or who have
switched to another supplier to learn why this happen. Not only is it important to contact
exit interviewed when customers first stop buying but also to monitor the customer loss
rate. Which if increasing clearly indicated that the company is failing to satisfied its
customers?

Since customers satisfaction is an important goal for marketing programmers. It

becomes necessary to establish factors which help to satisfy the customer.
SIX ELEMENTS FOR KEEPING CUSTOMERS SATISFIED

 Quality of product
 Fair price
 Excellent customers handling skills.
 Efficient delivery.
 Effective of economical after saves service.
 Serious consideration of customer complaints.

IMPORTANCE OF CUSTOMER SATISFACTION

 Find out the causes for dissatisfaction.

 To stimulate better relationship between the company and customers.
 To diagnosis potential problems.

Here the study covers the customers of Maruti Omni in Coimbatore block.
 CHAPTER - 2
ABOUT THE COMPANY

2.1 INTRODUTION TO THE COMPANY

Maruti Suzuki

Today More than half the numbers of cars sold in India wear a Maruti Suzuki
badge. We are a subsidiary of Suzuki Motor Corporation Japan.

As India's largest passenger car company, we account for over 50 per cent of the
domestic car market.

We have a sales network of 600 outlets in 393 towns and cities, and provide
maintenance support to customers at 2628 workshops in over 1200 towns and cities (as
on March 31,2008). Since inception, we have produced and sold over 7.5 million
vehicles, including almost 500,000 units in Europe and other export markets.

We have been rated first in customer satisfaction for eight years in a row in J D
Power's Surveys, and are India's Most Respected Automobile Company (As per survey
conducted by Business world, a reputed Indian Magazine)

Also, in an independent survey conducted by Forbes.Com where they rated top

200 reputed companies on various parameters such as reputation within the customer and
employee fraternity, we stood 91st. In the automobile section we finished 7th.

We offer 11 models ranging from people's car Maruti Omni to stylish hatchback
Swift, DZire, SX4 sedan and luxury Sports Utility vehicle Grand Vitara.
The Maruti DNA

We were born as a government company, with Suzuki as a minor partner, to make

a people's car for middle class India. Over the years, our product range has widened,
ownership has changed hands and the customer has evolved. What remains unchanged,
then and now, is our mission to motorize India.

Our parent company, Suzuki Motor Corporation, has been a global leader in mini
and compact cars for three decades. Suzuki's technical superiority lies in its ability to
pack power and performance into a compact, lightweight engine that is clean and fuel
efficient. The same characteristics make our cars extremely relevant to Indian customers
and Indian conditions. Product quality, safety and cost consciousness are embedded into
our manufacturing process, which we have inherited from our parent company.

Right from inception, Maruti brought to India, a very simple yet powerful Japanese
philosophy 'smaller, fewer lighter, shorter and neater'

From the Japanese work culture we imbibed simple practices like an open office, a
common uniform and common canteen for everyone from the Managing Director to the
workman, daily morning exercise, and quality circle teams. From the Japanese work
culture Maruti imbibed simple practices like an open office, a common uniform and
common canteen for everyone from the CEO to the workman, daily morning exercise,
and quality circle teams

Cars for a New India

As lifestyles change, we have tried to keep pace with the changing lifestyle of our
customers by bringing models high on 'style and design quotient'. Some of our recent
offerings like Swift, Zen Estilo (Spanish for Style) and SX4,AStar have become popular
choices because customers find them relevant.
2.2 DIRECTORS OF COMPANY

• Jagdish Khattar will retire as managing director on 18 December 2007 on

attaining the age of 65 years, in accordance with company rules
• R C Bhargava, who is currently director of MSIL, will assume charge as
chairman
• S Nakanishi, who is currently chairman of MSIL and senior managing
executive officer in Suzuki Motor Corporation (SMC), will succeed Khattar as
managing director.
• T Kobayashi, senior managing director of MSIL, will leave as board member
with effect from 31 December 2007. T Ohashi, currently executive director of
MSIL, will replace him on the board and be in charge of production.
• M Osada, currently director (R&D) of MSIL, will leave as board member with
effect from December 31, 2007
• T Hasuike, currently managing executive officer, SMC, will replace Osada on
the board.
• Hasuike will be in charge of product planning and technical divisions.

Above stated members are the regional members and founders of Maruti
automobiles in India.
2.3 ABOUT THE DEALER – JAI KRISHNA

Jai Krishna auto private limited agency was established in2008in Coimbatore. It is
one of the firm groups of Adithya auto spares and services private Ltd.

Jai Krishna Auto has its authorized services station in near by location of G.N
Mills. It has the capacity to service more than 100 vehicles per day. Now it perform better
relationship with customers in care of there vehicles.

The competitors are Ambals Automobiles and ABT automobiles the both were also
a authorized Agencies in Coimbatore.
 CHAPTER – 3
AIM OF THE PROJECT

3.1 OBJECTIVES OF STUDY

PRIMARY OBJECTIVE:

 To find out the important factors that influence the customer satisfaction
towards Maruti Omni with special reference to Jai Krishna Automobiles.

SECONDARY OBJECTIVES:

 To study the effectiveness of service provided by Jaikrishna automobiles.

 To find the problems faced by the customers with Maruti Omni.
 To determine the additional facilities expected by the customers.
 To confine the safety protection of LPG provision attachment s in Omni
vehicle.
3.2 SCOPE OF THE STUDY

 People are seeking lot of products in their every day life. A product is
anything that can be offered to satisfy a need or want.
 Maruti automobiles are the standard market leaders in India. The competitors
are Mahindra, Honda, Ford, Cheriverlot, and Tata ECT. Recently the company
introduces Swift, Wrogoner, Alto, and Zen.
 In luxuries class of vehicle categories the company unveils Grand vitara.Basic
model price (Rs 14, 50, 0000).
3.3 LIMITATION OF STUDY

 The customer’s needs and wants, perception and attitudes are not controllable
always by the marketers except that the latter can influence and persuade the
customers directly.
 Something the respondents tend to justify the data due to reasons they
unwilling to disclose.
 These are chances for bias in the research due to various reasons.
3.4 RESEARCH METHODOLOGY

Research is a careful enquiry or examination to discover new information or

relationship to expand and to verify existing knowledge. Research methodology is a way
to solve systematically the research problem. It explains the various steps generally
adopted in studying research to know not only the research methods or techniques but
also the methodology.
Research methodology givers the specific method used in studying the details of
the sample size and sample selection population sampling techniques and areas of study
data collection and tools and analysis.

POPULATION
Customers of “Maruti Omni” are considered as the population for the study.
 SAMPLE SIZE
From the above population researcher has considered a sample size of 50
members.

RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of
data. In a manner that aims to combine relevance to the research purpose with economy
in procedure.

The researcher has undertaken a description type of research. It describes the

characteristics of population or presentation of answer for the question like whom, what,
when and how relating to a field or matter. This type of study mainly helps to know the
past and predict the future.

SAMPLING
A sample design is a definite plan for obtaining a sample from given
population. It refers to the techniques or the procedure the research would adopt in
selecting items for the sample.

SAMPLING TECHNIQUE
The sampling technique that is been undertaken by the researcher in simple
random sampling.
AREA OF STUDY
Area of study is limited to the customer of Maruti Omni in Jai Krishna
automobile.

PRIMARY DATA METHODS OF DATA COLLECTION

In this study, primary data was collected through structured questionnaire. The
questionnaire was prepared covering price, design, appearance, spacious, break
efficiency, mileage, comfort ability etc.

The questionnaire is prepared in such a way that is covers the entire objectives
of the study.

SECONDARY DATA
Secondary data are those which are available in the magazines, booklets, web-
sites etc.

TOOLS FOR ANALYSIS

Simple percentage analysis is used. Tables and charts are the comparisons of
data for better interpretation.
 CHAPTER - 4
ANALYSIS AND INTERPRETATION

TABLE - 1

THE TABLE SHOWING THE GENDER CLASSIFICATION OF

THE RESPONDENTS

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1 MALE 50 100
2 FEMALE - -
TOTAL 50 100

INTERPRETATION
The Table-1 states that 100% of the respondents were male.
 Chart - 1
THE GENDER CLASSIFICATION OF THE
RESPONDENTS

GENTER WISH CHART

100
100
90
80
70
60
PERSENT
50
AGE
40
30
20
10 0
0
MALE FEMALE
PERFORMANCES
 TABLE-2

THE TABLE SHOWING AGE-WISE CLASSIFICATION

OF THE RESPONDENTS

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1 <25 YEARS 2 4
2 26-35 YEARS 25 50
3 36-45 YEARS 13 26
4 >46 10 20
TOTAL 50 100

INTERPRETATION

The Table-2 shows that 4% of the respondents belong to the age group
below 25 years. 50% of them were between 26 to 35 years and 13% of them were
between 36-45 years. And 10% of the respondents were above 46 ages.
 CHART - 2
AGE-WISE CLASSIFICATION OF THE RESPONDENTS

50
50
45
40
35
30
PERSENT 26
25
AGE 20
20
15
10
5 4
0
1 2 3 4
ATTRIBUTES
 TABLE-3

THE TABLE SHOWING MARITAL STATUS OF THE

RESPONDENTS

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1 MARRIED 28 56
.

2 UNMARRIED 22 44
.

TOYAL 50 100

INTERPRETATION

Table-3 showing that 56% of respondents were married and 44% of

respondents were unmarried.
 CHART - 3
MARITAL STATUS OF THE RESPONDENTS

60 56
50 44
40
PERSENT
30
AGE
20
10
0
MARRIED UNMARRIED
ATTRIBUTES
 TABLE-4
INCOME LEVEL OF THE RESPONDENTS

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1
<50000 -- --

2 RS50,000- 23 46
100000

3 ABOVE 27 54
. RS100000

TOTAL 50 100

INTERPRETATION

Table showing that 46% of respondents were earning between Rs50, 000 –
1, 00,000 as their annual income and 54% of respondents were earning above
Rs1, 00, 000.
 CHART - 4
INCOME LEVEL OF THE RESPONDENTS

60
54
50 46
40
PERSONT
30
AGE
20

10
0
0
BELOW 50,000 - ABOVE
50,000 1,00,000 1,00,000
ATTRIBUTES
 TABLE-5

PERIOD OF USAGE

S. NO ATTRIBUTES RESPONDENTS PERCENTAGE

1 1-2 YEAR 15 30

2 2-4 YEAR 30 60

3 >5 YEARS 5 10

TOTAL 50 100

INTERPRETATION

The table states that 60% of respondents were using the Maruti Omni for
the period of 2-3 years, 30% of respondents using 1-2 years and 10% of respondents
were using above 5 years.
 CHART - 5
PERIOD OF USAGE OF MARUTI OMNI

6
6
0
0
5
0
4
PERSEN0 3
3
T AG 0
0
E 2
0 1
1
0
0
0
1- 2- ABOVE
YEAR
2 YEAR
4 5YEAR
S S S
ATTRIBUTE
S
 TABLE-6
THE REASON FOR PURCHASING

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1. SPACIOUS 22 44

2. PRICE 14 28
ECONOMY

3. FUEL _ _
ECONOMY

4. EASY _ _
HANDLING
PROVISION
5. OF LPG 14 28

TOTAL 50 100

INTERPRETATION

From the above table 44% of the respondents opined that they have
purchased Omni only for spacious. 28% of them have purchased Omni for price
Economy and 28% of them purchased for Provision of LPG.
 CHART -6
THE REASON FOR PURCHASING

45 44
40
35
30 28 28
PERSENT 25
AGE 20
15
10
5
0 0
0
SPACIOUS FUEL PROVISION
ECONOMY OF LPG
ATTRIBUTES
 TABLE-7
THE TABLE SHOWING THE INFLUENCES TO
PURCHASE

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1 FRIENDS _ _

2 ADVERTISEMENTS 14 28

3 TRADE JOURNALS _ _

4 NEWS PAPER 30 60

5 RELATIVES 6 12

TOTAL 50 100

INTERPRETATION

From the above Table 60% of the respondents opined that they have
initiated by news papers to purchase Omni, 28% of the respondents opined that they
have influenced by advertisements , 12% of the respondents opined that they have
influenced by relatives.
 CHART -7

THE INFLUENCES TO PURCHASE MARUTI OMNI

60 60

50

40
PERSENT
30 28
AGE
20
12
10
0 0
0

ATTRIBUTES
 TABLE-8
THE LEVEL OF EXPECTATIONS TO PURCHASE
MARUTI OMNI

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1 EASY HANDLING 6 12

2 SUPER 10 20
PERFORMANCE
3 COMFORTABILITY 18 36

4 SAFETY 6 12

5 NEW MODEL 12 24

TOTAL 50 100

INTERPRETATION

The table states that the 12% of the respondents expected easy
handling, 20% of respondents expected super performance while purchasing the
Omni, 36% of them expected the comfort ability, 12% of respondent expected the
safety, 24% of respondent expected the new model.
 CHART - 8
THE LEVEL OF EXPECTATIONS TO PURCHASE
MARUTI OMNI

40
36
35
30
25 24
PERSENT 20
20
AGE
15
12 12
10
5
0
1 2 3 4 5 6
ATTRIBUTES
 TABLE-9

THE EXPECTATION OF THE CUSTOMER

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1 YES 30 60

2 NO 20 40

TOTAL 50 100

INTERPRETATION

The table states that 60% of the respondents have revealed that the Maruti
Omni has met their expectations and 40% of them disagreed that they were not
satisfied with maruti Omni.
 CHART - 9
THE EXPECTATION OF THE CUSTOMER

60

50

40
PERSENT
30
AGE
20

10

0
YES NO
ATTRIBUTES
 TABLE-10
THE PURPOSE OF USAGE

S.NO ATTRIBUTES RESPONDEN PERCENTAGE

TS
1 OFFICE USE 10 20

2 BUSSINESS 14 32

3 TARVELS 20 40

4 PERSONAL USE 4 8

TOTAL 50 100

INTERPRETATION

The table states that 44% of the respondents have purchased the vehicles
for the purpose of travels, 32% of them for business purpose, and 20 % of them for
office use and rest of them for personal use.
 CHART -10

THE PURPOSE OF USAGE

40
40
35 32
30
25
PERSENT 20
20
AGE
15
10 8
5
0
OFFICE TRAVELS
USE
ATTRIBUTES
 TABLE-11
THE COMFORTABILITY WITH FIVE SEATING CAPACITY

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1 YES 20 40

2 NO 30 60

TOTAL 50 100

INTERPRETATION

The table states that 60% of the respondents have not satisfied with five
seating capacity maruti Omni and 40% of them were satisfied with five seating
capacity of maruti Omni .
 CHART-11
/THE COMFORT ABILITY WITH FIVE SEATING
CAPACITY

60
60

50
40
40
PERSENT
30
AGE
20

10

0
YES NO
ATTRIBUTES
 TABLE-12

THE SATISFACTION LEVEL OF

CUSTOMER WITH AFTER SALES AND SERVICE OF
JAI KRISHNA.

S.NO ATTRIBUTES RESPONDENT PERCENTAGE

S
1 HIGHLY 12 24
SATISFIED
2 SATISFIED 16 32

3 NEUTRAL 14 28

4 DISSATISFIED 8 16

5 HIGHLY
DISSATISFIED - -
TOTAL 50 100

INTERPRETATION

The table states that 32% of the respondents felt that they were satisfied
with the after sales service,28% of the respondents felt that after sales service is
neutral,24 % of the respondents felt that they were highly satisfied after sales
service ,16% of the respondents felt that they were dissatisfied with the above
statement.
 CHART - 12

THE SATISFACTION LEVEL OF

CUSTOMER WITH AFTER SALES AND SERVICE
OF JAI KRISHNA.

35
32
30 28
25 24

PERSENT20
AGE 15 16

10
5
0
0
1 2 3 4 5
ATTRIBUTES
 TABLE-13
THE RESPONDENTS OPINION ABOUT THE
AVAILABILITY OF SPARE PARTS

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1 YES 46 92
.

2 NO 4 8
.

TOTAL 50 100

INTERPRETATION

From the above table 92% of the respondents agreed that the spare
parts of Maruti Omni are available and 8% of them says that the parts are not
available only for LPG provision .
.
 CHART - 13
THE RESPONDENTS OPINION ABOUT THE
AVAILABILITY OF SPARE PARTS

100 92
90
80
70
PERSENT60
50
AGE
40
30
20 8
10
0
YES NO
ATTRIBUTES
 TABLE-14
THE MODE OF PURCHASE

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1 CASH 18 36
.

2 HIRE 32 64
.

TOTAL 50 100

INTERPRETATION

The table states that 64% of the respondents purchased the vehicle on
the basis of hire and 36% of them purchased the vehicle for cash payment.
 CHART - 14
THE MODE OF PURCHASE

70 64
60
50
PERSENT40 36
AGE 30

20
10
0
CASH HIRE
ATTRIBUTES
 TABLE-15
THE KILOMETERS TRAVELLED PER DAY

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1. BELOW 4 8
25

2. 25-50 16 32

3. 50-75 10 20

4. ABOVE 20 40
75

TOTAL 50 100

INTERPRETATION

The table states that 40 % of the respondents travel above 75 kms per day,
32% of them travel between 25-50 kms per day, 20% of them travel 50-75 kms
per day, 8% of them travel below 25kms per day.
 CHART - 15

THE KILOMETERS TRAVELLED PER DAY

40
40
35 32
30
25
PERSENT 20
20
AGE
15
10 8
5
0
BELOW 25-50 50-75 ABOVE
25 75
ATTRIBUTES
 TABLE-16

IF THE CUSTOMERS CAN RECOMMEND OTHERS

TO BUY MARUTI OMNI.

S.NO ATTRIBUTES RESPONDENTS PERCENTAGE

1 YES 35% 70
.

2 NO 15% 30
.

TOTAL 50 100

INTERPRETATION

As per the above table 70% of the respondents opined that they would
recommend others to buy maruti Omni, 30% of the respondents opined that they
would not recommend others to buy maruti Omni.
 CHART - 16
IF THE CUSTOMERS CAN RECOMMEND OTHERS TO BUY
MARUTI OMNI.

70
70
60
50
PERSENT40
30
AGE 30

20
10
0
YES NO
ATTRIBUTES
 CHAPER - 5
FINDINGS SUGGESTIONS AND CONCLUTION

FINDINGS

100% of respondents were male.

50% of the respondents were in the age group between 26-35 years.

56% of the respondents were married.

54% of the respondents were earning annual income above 1, 00,000.

60% of the respondents were using maruti Omni for the period of 2-4 years.

44% of the respondents have purchased Omni for its spacious accommodation.
60% of the respondents had reported that they were induced to purchase
Maruti Omni through advertisement in newspapers.

36% of the respondents were expected comfort ability.

60% of the respondents had reported that the Omni has met their expectation.
 44% of the respondents have purchased the vehicle for using in travels agencies.

60% of the respondents were not satisfied with five seating capacity.

32% of the respondents had said that after sales service of the jaikrishna are
satisfied.
92% of the respondents had reported that the spare parts of maruti Omni were
largely available in the market.

64% of the respondents have purchased the vehicle on the basis hire purchases.

40% of the respondents had said that they travel for more than 75kms per day.

64% of the respondents had reported that the normal mileage per liter in Maruti
Omni is between 10-14 kms .

60% of the respondents had reported that they were facing any frequent problems
in Maruti Omni.

70% of the respondents had recommended others to buy Maruti Omni.

 SUGGESTION

Jai Krishna automobiles have to improve its services in Maruti Omni vehicle for
better job to meet and satisfy customer’s needs.

The customers are frequently facing problems in Maruti Omni, Hence the jai
Krishna automobile service has to implement some remedial measures.

Need to improve the availability of spare parts for LPG provisions.

The company needs to improve in Maruti Omni on quality of easy handling, fuel
economy, and comfortability.

The company must pay closer attention to reduce customer defection rate.

Customer’s satisfaction should be measured regularly by responding customer’s

complaints.

The marketing executives should be well trained, so that the quality of services
will be improved.

After sales & services should be improved by which they can able to sustain their
customer.

Fair price should be fixed.

 CONCLUSION

The Maruti Limited is a leading company in the market with high

customer satisfaction. Omni vehicle is the cheapest MUV (Malty utility vehicle)
vehicle when comparing to other company models.

Omni vehicle had launched before of 25 years still it is playing a vital

role in modern mode of transport.

It has some deviations with its performance according to our road

condition, so the company needs to modify some changes regarding to the
customer priority.

It can thus be concluded that implementation of few change regarding

customer satisfaction would lead to high profitability.
 BIBLIOGRAPHY

Kotler, Philip (1999). Marketing management. New Delhi: prentice Hall of India
Pvt Ltd.

Kothari, C.R. (1997). Research Methodology. New Delhi: Viswa Prakasan.

Gupta, S.P. (1998). Statistical Methods. New Delhi:Sultan Chand&Sons.

WWW.Maruthisuzuki.com