Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
EXECUTIVE SUMMARY
A project report containing marketing research on The Impact of Brand Preference among B-Segment cars on Buying behavior of customers at Belgaum city is partial fulfillment of requirement of MBA-II semester in Belgaum Institute of Management Studies, Belgaum.
So the need to know which is the Brand preferred and the Buying behaviour of customer, I collected the information by a structured questionnaire that included all the requirements what the SMPL needed and the questionnaire is attached in the appendix. This study helps the organization in the following ways: Management will know the most preferred brand among B-segment cars Management will understand the buying behaviour of customers To understand customers preference towards dealers.
BABASAB PATIL
Page 1
focuses on
the Brand preferred by the customers, their Buying service the customer
LITERATURE REVIEW Brand preference: Today, the primary capital of much business is their brands. For decades, the value of the company was measured in terms of its real estate, then tangible assets, plants and equipments. However, it has recently been recognized that a companys real value lies outside the business itself, in the minds of potential buyers. For the potential customer, a brand is a landmark. Like money, it facilitates trade. Faced with a multitude of silent or hard to-read products, whose performance cannot be assessed at first glance, customer are confused. Brand and prices make products easier to read, removing uncertainty. A product price measures its monetary value, its brand identifies the products and reveals the facts of its differences functional value ,pleasure value and symbolic value as a reflection as a buyers self image. One word, One Symbol
BABASAB PATIL
Page 2
Brands are the real capital of business, yet brand management is still in its infancy. At present, the tendency is to manage products that happen to have a name. Management is still living in the age of the products, but brand management involves other, specific approaches and principles. These are the focus of this presentation.
A brand is not a product: it is the products source, its meaning, and its direction, and it defines its identity in time and space. Businesses are discovering that brand equity must be managed, nurtured, and controlled. Brand consciousness is raising new questions for mangers: how many brands be extended? What products and service should it encompass? Or, on the other hand, what should its limit be, even when a certain turnovers is expected from it? Going too far can also weaken brand equity.
BABASAB PATIL
Page 3
Brands vary in the amount of power and value they have in the market place. At one extreme are brands that are not know by most buyers. Then there are brands for which buyers have a fairly high degree of brand awareness. Beyond this are brands with a high degree of brand acceptability. There are brands that enjoy a high degree of brand preference. Finally there are brands that command a high degree of loyalty.
Tony O Reilly, former CEO of H. J. Heinz, proposed this test of brand loyalty: My acid test is whether a house wife, intending to buy Heinz tomato ketchup in a store, finding it to be out of stock, will walk out of the store to buy it elsewhere.
BABASAB PATIL
Page 4
All these factors have resulted in flux in the minds of the customers as to which brand to go for. In other words, Brand-switching is gaining the momentum. So to position the brand in the minds of the customers the company or dealer should keep the track of this shift in preferences. Hence the main purpose of this study is to find the Impact of Brand preference among B-Segment cars on Buying behaviour of city. customers at Belgaum
BABASAB PATIL
Page 5
Purpose of study
The purpose of the study is to know the Brand preferred by the customers and change in buying behavior can be estimated by this study. The marketing strategies can be designed in accordance with this change. It will be helpful for the managers to make decisions. Hence, this study should be conducted.
BABASAB PATIL
Page 6
BABASAB PATIL
Page 7
Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, to meet the growing demand of a personal mode of transport caused by the lack of an efficient public transport system.
Suzuki Motor Company was chosen from seven prospective partners worldwide. This was not only due to their undisputed leadership in small cars but also to their commitment to actively bring to MUL contemporary technology and Japanese management practices (which had catapulted Japan over USA to the status of the top auto manufacturing country in the world).
A licence and a Joint Venture agreement was signed between Govt. of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.
BABASAB PATIL
Page 8
ORGANIZATION VISION: "The Leader in The Indian Automobile Industry, creating Customer Delight and Shareholder's Wealth; A pride of India."
OUR CORE VALUES: 1. Customer Obsession 2. Fast, Flexible and First Mover 3. Innovation and Creativity 4. Networking and Partnership 5. Openness and Learning
BABASAB PATIL
Page 9
We have introduced the superior 16 * 4 Hypertech engines across the entire Maruti Suzuki range. This new technology harnesses the power of a brainy 16-bit computer to a fuel efficient 4-valve engine to create optimum engine delivery. This means every Maruti Suzuki owner gets the ideal combination of power and performance from his car. Our other innovation has been the introduction of Electronic Power Steering (EPS) in select models. This results in better and greater maneuverability. In other words, our cars have become more pleasurable to drive.
PRDUCTION/ R & D:
Spread over a sprawling 297 acres with 3 fully-integrated production facilities, the Maruti Udyog Plant has already rolled out over 4.3 million vehicles. In fact, on an average, two vehicles roll out of the factory every minute. And it takes on an average, just 14 hours to make a car. More importantly, with an incredible range of 11 models available in 50 variants, there's a Maruti Suzuki made here to fit every car-buyer's budget. And dream.
BABASAB PATIL
Page 10
Production Milestones 1 st vehicle produced, December 1983 1,00,000 vehicles produced by August, 1986 5,00,000 vehicles produced by June, 1990 10,00,000 vehicles produced by March, 1994 15,00,000 vehicles produced by April, 1996 20,00,000 vehicles produced by October, 1997 25,00,000 vehicles produced by March, 1999 30,00,000 vehicles produced by June, 2000 35,00,000 vehicles produced by December 2001 40,00,000 vehicles produced by April, 2003 45,00,000 vehicles produced by April, 2004
2005
The fiftieth lakh car rolls out in April, 2005 Growth in overall sales by 15.8%
BABASAB PATIL
Page 11
2003
New Suzuki Grand Vitara XL-7 Redesigned and all-new Zen New upgraded WagonR Enters into partnership with State Bank of India Production of 4 millionth vehicle. Listed on BSE and NSE after a public issue oversubscribed 10 times
2002
WagonR Pride Esteem Diesel. All other variants upgraded Maruti Insurance. Two new subsidiaries started: Maruti Insurance
BABASAB PATIL
Page 12
2001
Zen Lxi Maruti True Value launched in Bangalore and Delhi Maruti Versa, India's first luxury MPV Alto Spin LXi, with electronic power steering Alto Vxi Customer information centers launched in Hyderabad, Bangalore and Chennai Launch of versa
2000
First car company in India to launch a Call Center New Alto Altura, a luxury estate car
BABASAB PATIL
Page 13
IDTR (Institute of Driving Training and Research) launched jointly with the Delhi government to promote safe driving habits
1999
Maruti 800 EX ( 796cc, hatchback car) Zen LX (993cc, hatchback car) Zen VXi (993cc, hatchback car with power steering) Omni XL ( 796cc, MUV, high roof) Baleno (1600cc, 3 Box Car) Wagon R Launch of Maruti - Suzuki innovative traffic beat in Delhi and Chennai as social initiatives
1998
Maruti launches website as part of CRM initiatives Zen D (1527 cc diesel, hatchback car) Zen VX & Zen VX Automatic New (Omni & Omni E) (796cc, MUV) Launch of website as part of CRM initiatives
BABASAB PATIL
Page 14
1997
1998 Esteem (1299cc, 3 box car) LX, VX and AX New Maruti 800 (796cc,hatchback Car) Standard and Deluxe Produced the 2 millionth vehicle since the commencement of production
1996
Gypsy (E) (970cc, 4WD 8 seater) Omni (E) (796cc, MUV, 8 seater) Gypsy King (1298cc, 4WD, off road vehicle) Zen Automatic (993cc, hatchback car) Esteem 1.3L (1298 cc, 3 box Car)AX Launch of 24-hour emergency on-road vehicle service
1995
Esteem 1.3L (1298 cc, 3 box car)VX With the launch of second plant, installed capacity reached 200,000 units
BABASAB PATIL
Page 15
1993
Zen(993cc, hatchback Car), which was later exported in Europe and elsewhere as the Alto
1992
SMC increases its stake
1991
Reaches cumulative indigenisation of 65 percent for all vehicles produced
1990
Maruti 1000(970cc, 3 box), India's first contemporary sedan
1988
Installed capacity increased to 100,000 units
BABASAB PATIL
Page 16
1987
Exported first lot of 500 cars to Hungary
1986
Maruti 800 ( New Model-796cc, hatchback Car) Maruti 800 ( New Model-796cc, hatchback Car)
1985
Launch of Maruti Gypsy (970cc, 4 WD off-road vehicle)
1984
Omni, a 796cc MUV Installed capacity reached 40,000 units
1983
Maruti 800, a 796 cc hatchback, India's first affordable car. Production was started under JV A
1982
License and JV agreement signed between Maruti Udyog Ltd. and SMC of Japan
BABASAB PATIL
Page 17
AWARDS :
2004
Maruti Suzuki was No.1 in Customer Satisfaction, No.1 in Sales Satisfaction No.1 in Product Quality (Esteem and Alto) and No.1 in Product Appeal (Esteem and Wagon R) No.1 in Total Customer Satisfaction (Maruti 800, Zen and Alto) Business World ranked us among the country's five most respected companies Business World ranked us the country's most respected automobile company Voted Manufacturer of the year by CNBC Voted one of India's Greenest Companies by Business Today-AC Nielson ORG-MARG
2003
Maruti 800, Maruti Zen and Maruti Esteem make it to the top 10 automotive brands in "Most Trusted Brand survey 2003" J D Power ranked 3 models of Maruti on top: Wagonr, Zen and Esteem
BABASAB PATIL
Page 18
2001
MUL tops in J D Power CSI (200 1) for 2nd time in a row: another international first
2000
Maruti bags JD Power CSI 1st rank; unique achievement by market leader anywhere in the world
1999
MSM launched as model workshop in India; achieves highest CSI rating. Central Board of Excise & Customs awards Maruti with "Samman Patra", for contribution to exchequer and being an ideal tax assessee
1998
CII's Business Excellence A ward
BABASAB PATIL
Page 19
1994-95
Engineering Exports Promotion Council's award for export performance
1994
Best Canteen award among Haryana Industries as part of employee welfare
1992-93
Engineering Exports Promotion Council's award for export performance
1991-92
Engineering Exports Promotion Council's award for export performance
BABASAB PATIL
Page 20
Welfare Camps
Every year we organize blood donation camps along with Red Cross, in which employees donate blood. Eye check-up camps, family planning related camps and otherhealth camps are also organized periodically.
Education to underprivileged
DPS Maruti Shiksha Kendra, an education programme for the underprivileged, was inaugurated at DPS, Maruti Kunj recently. The objective of his project is to educate the children of below poverty line (BPL) families from the nearby villages of Gurgaon district. 120 students in the age group of 5-8 years have already enrolled. DPS Maruti Kunj is providing books, writing material and uniforms, refreshment and transport facilities to these children.
BABASAB PATIL
Page 21
ENVIRONMENT CONCERN:
Prevent pollution. Promote energy reduction and use of alternative energy. Manage/ reduce those materials that put stress on environment. Promote the three R's (Reduce, Reuse, Recycle). Promote "Green" procurement. Provide our employees with environmental education to increase their awareness.
BABASAB PATIL
Page 22
This philosophy of trying to make a difference to the environment penetrates through our employees to the process of manufacture and finally into our products.
MPFI
We have introduced Euro II compliant MPFI engines in all our models. Along with our vendors, we've made investments of over Rs. 60 million for introducing MPFI technology compliant cars.
CNG
Maruti is a strong advocate of CNG, a more eco-friendly fuel alternative to diesel and petrol. In our endeavour to provide a cleaner and greener option to the customer, we are in the process of equipping an extensive dealer network to assist Maruti owners in fitting CNG kits.
BABASAB PATIL
Page 23
MARUTI CULTURE: Our employees are our greatest strength and asset. It is this underlying philosophy that has molded our workforce into a team with common goals and objectives. Our Employee-
BABASAB PATIL
Page 24
Quite apart from these specific lessons that each man learnt, there were several surprises that the car market threw up. First world-class technology and quality were considered a given now. Second, the Indian buyer had begun to expect model and engine upgrades as frequently as his US or European counterparts. The Indica had to
BABASAB PATIL
Page 25
And finally, while the manufacturers could continue to refer to it as the Indian small car segment , the buyer characteristics were anything but homogeneous. There were distinct group with distinct preferences. And the days of one model becoming the undisputed heavyweight champion were over for good.
Hyundai: Hyundai has become the undisputed number two in the Indian auto market, and the only one-even rivals admit- with the capability of giving leader Maruti a run for its money in the total volume stakes though Hyundai in India currently sells just about a quarter of the numbers that Maruti does.
Hyundai got everything right because it got the value-pricetechnology equation almost perfectly right from day one. The Santro was an instant winner from the day it was introduced in the Indian market because it offered the optimum mix of space and technology in the small car market, at a highly competitive price. And with easy consumer financing available in the market,Hyundai did not have to work too hard to persuade even entry-level car buyers to go for the Santro instead of the Maruti 800.
BABASAB PATIL
Page 26
But despite its great start, Hyundai made two mistakes and by Maruti it is also one under the most pressure because after zooming to the number two spot, it cannot afford to skid in the race. But Telcos Indica is snapping at its heels. And Maruti's backlash is expected to target the Santro more than any other model. The two miscalculations that Hyundai made? First, while Hyundai Santro was harping on the fact that it was a new generation car, it hadn't brought its latest engine technology to India, it was a mistake that rival Matiz capitalised on once Euro-II pollution norms were announced for the motors. Daewoo most of the fact that every Matiz was Euro-II complaint while Hyundai could offer an Euro-II version only at a higher price. Though the latter moved quickly in a damage-control exercise, the Santro did lose a bit of its sheen.
But worse for Hyundai, it-miscalculated demand for its cars. The result: when demand peaked for the Santro, it was in no position to offer the car off-the-shelf like its rivals. Buyers had to wait for three months to get a Santro after booking it. Hyundai is moving fast to sort out its capacity problem. Work will soon start on the second phase of its Sriperumbudur car project, one year ahead of what was initially planned. An additional investment of $400 million will help expand capacity from 1.2 lakh cars to 2 lakh cars per annum.
BABASAB PATIL
Page 27
That apart, the big worry for Hyundai is that other than the Santro (the Atos in Korea), it doesn't 'have any other small car in its armoury. Unlike Suzuki which is primarily a small car specialist, Hyundai can only introduce bigger cars in the Indian market either from its own product range, or those of Kia Motors, which it took over last year.
And the car maker is planning to do precisely that. Over the next two years, It plans to offer the Sonata, priced at around Rs "12 lakh, m the segment above the Astra/Lancer/City category. 'The Sonata is a niche product. We hope to sell about 250 cars a month," says Gandhi. Also, Hyundai will be launching a sports utility vehicle (SUV), currently under development in Korea.
Hyundai is looking a bit vulnerable now because globally it is a minnow in the car market. St lacks the sheer money power and product muscle to keep fighting the Fords and Telco in any market. And if Ford does take over Daewoo Motors, Hyundai's number two position in India could be seriously under threat.
Telco: The Home-Grown Challenger When it first announced its plans,' scepticism abounded. With dozens of global car makers hitting the Indian market with new products, few people would have given Telco much of a chance with an indigenously-developed car. Especially since Telco did not boast a great reputation for developing even world-class commercial vehicles, forget passenger cars.
BABASAB PATIL
Page 28
BABASAB PATIL
Page 29
signed a licence and servicing contract with Premier Automobiles Limited (PAL), paving the way for manufacturing and selling of 1100 and 1100D Fiat, Padmini, Uno and the
latest offering being the cars from the project "178 World Car" range which includes Siena, Siena Weekend and the Palio.
The companys pivotal interest remains automobiles. It has the most admired and sought after models worldwide to boast of which includes Fiat Lancia, Ferrari, Maserati, Alfa Romeo etc., Siena being the latest offering to the Indian consumers.
Fiat is the only automobile manufacturer to have won the most coveted "EUROPEAN CAR OF THE YEAR" award for a record nine times, more than any other car manufacturer. These awards have not made the group complacent as it strives to achieve the best in all aspects, which include the people, environment, technology and energy.This is seen in the companys endure towards Environmental issues and co-operation with all environmental organizations.
Fiat has ambitious plans for making India its operational hub and plans to invest one billion US dollars in the coming years.
BABASAB PATIL
Page 30
Later the company introduced the Uno Europes favourite car for the last two decades into India. The Fiat 178 World Car Project has been developed specifically to expand production in overseas markets. This project includes international-class cars like the Siena sedan, the Siena Weekend station wagon and the Palio hatchback. Fiat has achieved a high level of localization for all its cars, and is making world-class cars available in India at even more competitive and affordable prices. Fiat Automobiles
SpA owns the most-admired and sought-after models worldwide, including the Fiat Lancia, the Ferrari, the Maserati and the Alfa Romeo. Fiat is the only automobile manufacturer in the world that has won the coveted European Car of the Year award nine times. It is also the only company in the world that manufacturers recyclable cars.
In the pipeline are ambitious plans to make India its operational hub in Asia in the future and invest US $1 billion here in the coming years.
BABASAB PATIL
Page 31
SHANTESHA MOTORS PRIV A TE LIMITED is an authorized dealer for Maruti Udyog Ltd, for Marketing, Sales, Maruti Genuine Spares, Maruti Genuine Accessories, Service and Repairs of Maruti range of vehicles.
HISTORY:
Shantesha Motors commenced operations on 20/5/2000 in Belgaum and is one of the good authorized dealers for Maruti Udyog Ltd. Today they have turn over of20 crores, hence making them one of the Maruti dealer in India. Shantesha Motors have the excellent network of sales and services center in Belgaum and they are leading Maruti dealers in north Karnataka. At Belgaum Shantesha showroom is located near to K.L.E Hospital. The workshop located at Nehru Nagar. carries out after sales operations, free service, paid service and Running repairs. Besides this the workshop also in to selling of pre-owned cars and Ranks First for the sale of pre-owned
BABASAB PATIL
Page 32
SHANTESHA MOTORS PVT. LTD. cars in India. The stockyards situated at attach to showroom carries the pre-delivery inspection of all the vehicles and gets them ready for
.
to ensure that
following manner.
1. QULITY MANUAL 2. QULITY SYSTEM PROCEDURES 3. WORK INSTRUCTIONS AND CHECKLIST 4. FORMS AND RECORDS 5. REFERENCE STANDARDS AND EXTERNAL MANUAL
The quality manual describes the ISO 9001: 2000 standards adapted at Shantesha Motors.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. The quality management system procedure manual SM/BGM/PM/O 1 contents the
detail of how the processes in the organization are being conducted, control and recorded and meet the customer demands
The work instructions and checklist contains how the specified activities are to be
carried out. The forms and records support the activities carried out and controlled. All the external manuals and standards are controlled.
Management Commitment:
The management of Shantesha is committed to quality management system through leadership and actions. The management shall provides the basic infrastructure and continually upgrade the work environment.
The management is also committed to The quality policy and quality objective of organization. Ensures that the policy is understood, implemented and maintained at all the levels
of the organization Ensure focus on the customer requirement throughout the organization. Ensure availability of necessary resources. Review the established quality management system periodically through the management reviews.
BABASAB PATIL
The Field executives visit the customers and explain the features of the vehicle to them Demonstration and test drives shall be given whenever required. The Performa invoice/price list terms and conditions will be given.
The order booking forms duly collected from the customer and clarity with regard
to the terms and conditions are explained and the copy id handed over to customer along with the receipt or payment made. Any amendment required by the customer, it should be recorded on the order
booking forms The delivery is insured as per the checklist duly explaining all the features mentioned in the checklist.
a) The customer can book the vehicle for the servicing/repairs either through the telephone or personally the front office. b) The detail shall be entered in 'booking register' by the telephone operator. c) The list of the vehicles shall be given to front office ~very morning to accept the vehicles for servicing for that date.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. d) The customer can bring their vehicle for servicing without booking. However such vehicle shall be accepted only after ensuring that there is enough capacity for the booked vehicles. e) On the bases of kilometers run by the vehicle and customer requirement, the customer shall explained about the type of the servicing/repairs and spare parts required and to ensure that the service station has the required capacity to accept the vehicle.
f) Before accepting the vehicle, a mutually acceptable delivery time and date is fixed with the customer. g) The customer's consent shall be taken on the estimated cost of the repair/service of the vehicle. h) All the details of the work required along with the date and time of the delivery and the established cost shall be recorded in the job order card before commencement of the work. i) Incase of any change in the terms any change in the services, the cost or the delivery time then the client shall be informed verbally over the phone and any change shall be recorded in the Job Order Card.
BABASAB PATIL
The management of Shantesha Motors shall always remain committed to its objectives for quality for with the main thrust on meeting the customer expectation and requirements. policy. The management's commitment to quality reflected in its quality
"We at Shantesha pledged to make quality a way of life through commitment to continual improvement customer satisfaction and adhering to quality management system"
The management ensure that the policy is understood implemented and maintained at all levels of the organization and continual improvement in customer satisfaction.
vehicles. We ensure that repeat job do not exceed 2 % cards. We ensure CSI of90% with minimum of 15% feed back
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. cards. We ensure to conduct 3 free emission/service check camps per quarter. month. We ensure to conduct 4 internal audits and 4 MRM's per financial year of quality management system. We ensure to launch I incentive scheme per We ensure SSI of80% at sales with minimum of20% feedback
The quality plan at Shantesha Motors comprises the identification of the following.
The various models of vehicles from Maruti Udyog Ltd sold and serviced at Shantesha Motors. The various types of services done at Shantesha Motors.
The external manual acquired from Maruti Udyog Ltd to sell and service the
vehicles.
The various models of vehicles from Maruti Udyog Ltd. Sold and serviced at Shantesha Motors. Maruti-800 car Maruti omni
BABASAB PATIL
Zen
Alto Wagon-R Esteem Versa Baleno Vitara Swift The various types of servicing done at Shantesha Motors.
The external manuals acquired from Maruti Udyog Ltd. To sell and service the vehicles. Sales policy bulletin
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. Marketing circulars Service manuals Service circulars Service bulletin Warranty bulletin Spares parts price catalogue Spares parts price list
circulars Maruti service quality standards Customer care manual Service marketing manual.
b) There exists well-defined system to identify and provide training to all the personnel
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. procedure No. SM/BGM/PR/12. c) Induction training and on job training shall be provided d) All concerned shall be trained on the latest sales/service/spares/bulletins/circulars from MUL. e) As per the MUL scheduled training programme Executives/Mechanics/Manager will be d,eputed for training. f) Training records shall
maintain.
Identification:
1. New vehicle, which has completed pre-delivery inspection, shall be identified as PDIOK on the windshield, MUL Invoice and job order card, PDI and stockyard egister. 2. Identification of vehicles at the service workshop shall be through vehicle model, registration number and unique job order Nos. 3. Inspection and test status of service/repair of vehicles shall be identified through the job order card. 4. Completed job order card and the stamp of the final inspector shall identify Final OK vehicles.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. 5. Identification of spare parts shall be in the form of part Nos., as per Maruti guidelines. 6. Identification of new vehicles is by its colour, model, chassis and engine Nos., MUL Invoice, stockyard register.
Traceability:
1. Traceability shall be established though vehicle registration No. Job order number and the date of job order. 2. Traceability of new vehicle at stockyard is established through chassis and engine No, keyno., and parking slot No.
Customer Satisfaction:
1. Feedback received from the customer on their perception and service experience customer satisfaction measure (percentage) is generated using software supplied by Maruti Udyog Ltd. 2. Results of customer satisfaction measure are discussed in the management review meetings and counter measure for the continual improvement is initiated.
BABASAB PATIL
Internal Audit:
There is a well-defined procedure No.: SM/BGM/04 to conduct internal audit and examine the implementation of Quality Management System.
1. Pre-sales process is monitored and measured by the number of enquires and the closure of sales. 2. Sales process is monitored customer personal docket checklist, commitment and delivery, SSI%. 3. In service, repeat jobs, customer complaints, feedback card %, CSI%, PSF%, final inspection are monitored. 4. Statistical graphs are used to indicate the measures.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. use of audit results, management review meeting decisions, analysis of data, corrective and preventive actions.
Corrective Action:
There is a documented system procedure No. SM/BGM/PR/05 to implement corrective action on all the non-conformities arising from: Customer complaints Repeat Jobs System Non Compliances Post Service Follow Ups
BABASAB PATIL
Preventive Action
There is a documented System Procedure No.SM/BGM/PR/06 to identify potential Non-Conformities like recurring Non-Conformities determined from Repeat job, Final Inspection, washing Quality as well as for potential Non-Conformities determined during MRM, Meetings and Audits and Analysis of Customer Feedback.
BABASAB PATIL
Executive
Sr. General Manager (Operations ) Sr. Exe Dy. Mgr Dy. Mgr (pre-Del) (System) (Sales) Pre-del & Delivery Executive
Field Executives
Sales Executive
Stockyard Asst
Asst. Supervisor
Mechanic
System Operator
BABASAB PATIL
BABASAB PATIL
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. RESEARCH DESIGN DEFINITION OF RESEARCH PROBLEM: 1. Management problem classification:
In Indian car industry, small car segments have played a very crucial and significant role due to its economy, efficiency and effectiveness. Due to invasion of foreign cars into Indian markets the pace of competition has hiked. This has brought into market numbers of brands and their variants competing with each other. Hence in the meeting with sales manager and service manager, a research project was discussed where both the managers wanted to analyze the buying behaviour and the brand preferred by the customers in B-segment cars.
2. Situation analysis: The Maruti Udyog Ltd has two types of service stations. i) ii) Authorized dealer with service station. Authorized service stations.
Shantesha Motors private Ltd. Comes under the first category i.e., authorized dealer with service station but before Shantesha Motors there were two service station namely Achal and Bharat. And also other local service stations.
3 .Model development:
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. a) Management will know the most preferred brand by the customers. b)Management will know the buying behaviour of the customers. 4. Specification of information required: a) To know the features considered by the customer while purchasing a car. b) To know the facilities/services expected by the customers from the dealer of service station. c) To know the means of Finance preferred by the customers. . DATA COLLECION APPROACH : The information necessary for this survey is collected by tapping primary and secondary data. Primary data: a)Questionnaire b)Personal interaction
BABASAB PATIL
MEASURMENT TECHNIQUES : The measurement technique used for this project are Questionnaires and attitude scales. SELECTION OF SAMPLE : Sampling allows us to concentrate our attention upon relatively small number of people and hence devote more energy to ensure that the information collected from them accurate. POPULATION: People from the city of Belgaum SAMPLE FRAME: People who has own a four-wheeler car and prospect Buyers. SAMPLING SIZE: 100 UNIT DURATION: 60 DAYS SAMPLE METHOD: Specifically stratified Random sampling method i.e. the whole Belgaum city was divided into four major geographical Segments i.e. Bagynagar segment, Bogarways segment ,Chidamber nagar and J.N.M.C.segment. SELECT THE METHOD OF ANALYSIS: Data are useful only after analysis. Data analysis involves Converting a series recorded observations into descriptive statements and information about relationship. Hence concerned to this project method of analysis the data will be graphical method,Simple Percentage method.
BABASAB PATIL
ETHICS OF THE RESEARCH: This will be note that the issues relating to the research will be review that all the aspects will be certain and ethically sound. The information will be used for academic purpose as well as the benefit of the organization.
DATA COLLECION METHOD: The information necessary for this survey is collected by tapping primary and secondary data. Primary data: a)Questionnaire b) Personal interaction
Secondary data: a) Related information from internet. . b) Organization Report. MEASURING TOOLS: Data are useful only after analysis. Data analysis involves Converting a series recorded observations into descriptive statements and information about relationship. Hence concerned to this project method of analysis the data will be graphical method, Simple Percentage method.
BABASAB PATIL
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. ANALYSIS 1. Please rank the following features when you buy a new car. a) Look/ Aesthetics Rank 1 2 3 4 5 6 7 8 9 No. of respondent 4 16 8 40 4 4 12 12 Percentage 4 16 8 40 4 4 12 12
Look.
9 12% 8 12% 7 0% 6 4% 5 4%
1 4%
2 16%
1 2 3 3 8% 4 5 6 7 8 9
4 40%
The above graph shows rank wise percentage of customers preference for Look. It shows that Look is not their first preference, 40% of the respondents have given 4th rank for Look whereas only 4% have given 1st rank for the look.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. b) Price: Rank 1 2 3 4 5 6 7 8 9 No. of respondent 12 60 8 8 8 4 Percentage 4 16 8 8 8 4 Price 9 0% 7 6 5 8% 4 0% 8% 3 8% 8 4% 1 12%
1 2 3 4 5 6 7 8 9
2 60%
The above graph shows rank wise percentage of customers preference for Price. It shows that Price is their second preference,60% of the respondents have given 2nd rank for Price, whereas only 12% have given 1st rank for the Price.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. c) Mileage Rank 1 2 3 4 5 6 7 8 9 No. of respondent 68 8 12 4 8 Percentage 68 8 12 4 8 Mileage.
5 4 8% 4% 3 12%
9 8 7 6 0% 1 2 3 4 5 6 1 68% 7 8 9
2 8%
The above graph shows rank wise percentage of customers preference for Mileage. It shows that Mileage is their First preference i.e. 68% of the respondents have given 1st rank for Mileage.
BABASAB PATIL
The above graph shows rank wise percentage of customers preference for Maintenance. It shows that Maintenance is not their First preference, 56% of the respondents have given 3rd rank for Maintenance, whereas only 4% have given 1st rank for the Maintenance.
BABASAB PATIL
8 4% 7 4%
9 4%
1 8% 2 12% 3 4% 1 2 3 4 5 6 7 8 5 16% 9
6 36%
4 12%
The above graph shows rank wise percentage of customers preference for Safety features. It shows that Safety is not their First preference, 36% of the respondents have given 6th rank for safety, whereas only 8% have given 1st rank for the safety features.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. f) Companys service: Rank 1 2 3 4 5 6 7 8 9 No. of respondent 12 12 12 16 44 4 Percentage 12 12 12 16 44 4
Company's service.
3 2 1 9 0% 4%
4 12% 5 12%
1 2 3 4 5 6 12% 6 7 8 9
8 44%
7 16%
The above graph shows rank wise percentage of customers preference for company service. It shows that company service is not their First preference, 44% of the respondents have given 8th rank for company service, whereas no one has given 1st rank for the company service.
BABASAB PATIL
The above graph shows rank wise percentage of customers preference for Space. It shows that Space is not their First preference, 40% of the respondents have given 5th rank for safety , whereas no one has given 1st rank for the safety features.
BABASAB PATIL
The above graph shows rank wise percentage of customers preference for Ready availability. It shows that Ready availability is not their First preference, 40% of the respondents have given 5th rank for Ready availability, whereas no one has given 1st rank for the Ready availability.
BABASAB PATIL
8 4%
The above graph shows rank wise percentage of customers preference for Comfort. It shows that Comfort is not their First preference, 36% of the respondents have given 9th rank for Comfort, whereas only 4% have given 1strank for Comfort.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. 2) What is your budget for a new car? Purchasing respondent < 3L 3-4L 4-5L power of the Number of Respondent respondent Percentage 20 20% 64 64% 16 16% in
16%
20%
64%
The above graph shows that 20% of respondents are willing to spend less than 3 Lakh rupees, 64% of respondents are willing to spend between 3-4 Lakh rupees and 16% of respondents are willing to spend between 4-5 Lakh rupees.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. 3) Which of the following facilities/ services do you except from the dealer?
Facilities / Services Quick service 1 Yr Free service Discount on Accessories Home Delivery Discount on Spare Parts Installment Payment Facility Discount on Stereo System Vehicle Registration Process No. Of Respondents 84 76 12 8 24 72 8 12
8 72
12 84
Quick service 1 Yr Free service Discount on Accessories Home Delivery Discount on Spare Parts Installment Payment Facility
24
8 12
76
According to customer preference quick service, 1 Yr Free service and installment payment facility are considered to be the most important facility / services from the dealer / service station.
BABASAB PATIL
Means of Finance
Employee Loan Bank Loan Car Finance Companies Co-operative Society
Means of Finance
70% 60% 50% 40% 30% 20% 10% 0% Employee Loan Bank Loan Car Finance Companies Co-operative Society
It is found from the survey that 64% of the respondents prefer bank loan as the means on finance followed by employee loan, car finance companies, and cooperative society.
BABASAB PATIL
5) Rank the following in the order of preference: a) Maruti DLX: Rank 1 2 3 4 5 6 7 8 9 10 No. of respondent 4 4 4 12 16 60 Percentage 4 4 4 12 16 60
Maruti DLX.
1 2 3 4 5 6 7 8 9 10
The above graph shows rank wise percentage of customers preference for Maruti DLX car. It shows that Maruti DLX car is not their First preference, 60% of the respondents have given 10th rank for Maruti DLX, whereas only 4% have given 1st rank for Maruti DLX.
BABASAB PATIL
10 1 2 0% 4% 4% 3 12% 4 4% 5 12% 6 4% 8 8% 7 4%
1 2 3 4 5 6 7 8 9 10
9 48%
The above graph shows rank wise percentage of customers preference for Maruti Zen car. It shows that Maruti Zen car is not their First preference, 48% of the respondents have given 9th rank for Maruti Zen, where as only 4% have given 1st rank for Maruti Zen.
BABASAB PATIL
5 4% 4 8% 3 4% 2 8%
The above graph shows rank wise percentage of customers preference for Maruti Alto car. It shows that Maruti Alto car is their First preference i.e. 64% of the respondents has given 1st rank for Maruti Alto.
BABASAB PATIL
8 7 6 8% 0% 5 4% 4% 4 8%
10 1 9 0% 4%
2 8%
1 2 3 4 5 6 7 8 9
3 64%
10
The above graph shows rank wise percentage of customers preference for Maruti SWIFT car. It shows that Maruti SWIFT car is not their First preference, 64% of the respondents have given 3rd rank for Maruti SWIFT, where as only 4% has given 1st rank for the Maruti SWIFT.
BABASAB PATIL
1 2 3 0% 0% 4 4% 8% 5 8% 6 4%
1 2 3 4 5 6 7 8 9
7 56%
10
The above graph shows rank wise percentage of customers preference for Maruti WagonR car. It shows that Maruti WagonR car is not their First preference, 56% of the respondents have given 7th rank for Maruti WagonR, whereas no one has given 1st rank for Maruti WagonR. f) Fiat Palio
BABASAB PATIL
Fiat Palio.
2 0% 9 4% 8 4% 7 8% 10 12% 1 12% 3 4% 4 4% 5 4% 1 2 3 4 5 6 7 8 9 6 48% 10
The above graph shows rank wise percentage of customers preference for Fiat Palio car. It shows that Fiat Palio is not their first preference, 48% of the respondents have given 6th rank for Fiat Palio, where as only 12% of the respondents have given 1 st rank for Fiat Palio.
BABASAB PATIL
8 8% 7 4% 6 8%
9 8%
The above graph shows rank wise percentage of customers preference for Hyundai Santro car. It shows that Hyundai Santro is not their First preference, 44% of the respondents have given 2nd rank for Hyundai Santro whereas only 4% of the respondents have given 1st rank for Hyundai Santro.
BABASAB PATIL
9 8% 8 12%
10 1 4% 4%
2 12% 3 0%
1 2 3 4 5 6 7 8
7 8% 6 0% 4 40%
5 12%
9 10
The above graph shows rank wise percentage of customers preference for Hyundai Getz car. It shows that Hyundai Getz is not their First preference, 40% of the respondents have given 4th rank for Hyundai Getz whereas only 4% of the respondents have given 1st rank for Hyundai Getz.
BABASAB PATIL
Tata Indica.
The above graph shows rank wise percentage of customers preference for Tata Indica car. It shows that Tata Indica is not their First preference, 40% of the respondents have given 5th rank for Tata Indica whereas only 4% of the respondents have given 1st rank for Tata Indica.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. 6) Do you own a car? Response Yes No No. of Respondent 68 32 Respondents in % 68% 32%
The above graph shows that 68% of the respondents are owners of cars and 32% of respondent have not owned car but are prospect buyers.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. 7) Why do you opt for a four wheeler?
Purpose Need Comfort / Convenience Status Respondent 4 52 12
60 50 40 30 20 10 0 4 Need
52
Percentage
Respondent 12
Comfort / Convenience
Status
It is found from the survey that 52% of the respondent opt four-wheeler for the comfort / convenience but not for need & status.
BABASAB PATIL
Percentage
10.29
Magazines / Newspaper
TV Advertisement
The above graph shows that 38.24% of the respondents came to know about this car through TV advertisement and 32.35% of the respondents came to know about the car through friends.
BABASAB PATIL
Friends
Existing Customers
SHANTESHA MOTORS PVT. LTD. 11) Please tick the following attributes of your car a) Price Expensive Reasonable Respondents 25 43 PRICE
70 60 50 Percentage 40 30 20 10 0 Respondents 36.76 Expensive Reasonable 63.24
From the above graph it is clear that 63.24% of the respondents feel that the car which they own is expensive and 36.76% feel that the price of the car which they own is reasonable.
BABASAB PATIL
Respondents 51 17
Percentage 75 25
S T YL E / AE S T H E T IC S
80 70 60 Percentage 50 40 30 20 10 0 Re sponde nts 25.00 S tylis h S im ple 75.00
From the above graph it is clear that 75% of the respondents feel that the car which they own is stylish and 25% feel that the car which they own is simple.
BABASAB PATIL
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. c) Comfort More comfortable Less comfortable Respondents 56 12 Percentage 82.35 17.65
COMFORT
90 80 70 60 Percentage 50 40 30 20 10 0 Respondents 17.65 More comfortable Less comfortable 82.35
From the above graph it is clear that 82.35% of the respondents feel that the car which they own is comfortable and 17.65% feel that the car which they own is less comfortable.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. d) Maintenance Expensive Reasonable Respondents 49 19 Percentage 72.06 27.94
MAINTENANCE
80 70 60 Percentage 50 40 30 20 10 0 Respondents 27.94 Expensive Reasonable 72.06
From the above graph it is clear that 72.06% of the respondents feel that the maintenance cost of the car which they own is expensive and 27.94% feel that the maintenance cost of the car which they own is reasonable.
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. e) Fuel efficiency Satisfactory Not satisfactory Respondents 44 24 Percentage 64.71 35.29
FUEL EFFICIENCY
70 60 50 Percentage 40 30 20 10 0 Respondents 35.29 Satisfactory Not satisfactory 64.71
From the above graph it is clear that 64.71% of the respondents feel that the fuel efficiency of the car which they own is satisfactory and 35.29% feel that the fuel efficiency of the car which they own is not satisfactory.
BABASAB PATIL
APPENDIX
QUESTIONNAIRE Please tell us about yourself Name:_______________________________________________ Age:_________________________________________________ Sex:_________________________________________________ Occupation:___________________________________________ 1. Please rank the following features when you buy a new car. (Starting from 1 to 9, 1 for the most preferred and 9 for the least preferred) Look/Aesthetics Price Mileage Maintenance Safety Features Company Service Space Ready Availability Comfort [] [] [] [] [ | [] [] [] []
BABASAB PATIL
2. What is your budget for a new car? < 3 Lakh [ ] 3-4 Lakh [ ] 4-5 Lakh [ ]
3. Which of the following Facilities/Services do you expect from the dealer? Quick Service Discount on Accessories Discount on Spare Parts [j [] [] 1 year free Insurance Home Delivery [] []
4. Which means of Finance would you prefer? Employee Loan [] Bank Loan []
Co-operative Society [ ]
5. Rank the following in the order of preference. (Starting from 1 to 10, 1 for the most preferred and 10 for the least preferred) Maruti DLX Zen Alto Swift Wagon-R FiatUno [] [] [] [] [] []
BABASAB PATIL
(If No, skip the below Questions) 7. Why do you opt for a four-wheeler? Need [ ] Comfort/Convenience [ ] Status [ ]
8. Do you find any difficulties in your Car? Yes [ ] No [ ] Spare Parts [ ] Space []
If yes, what are they? Mileage [] Company Services [ ] Maintenance [ ] Comfort [] Service Safety [] []
BABASAB PATIL
9. Name and dealer of your Previous and Presently Owned Car. Name of the Car: Previous 1____________ 2____________ Present __________
10. How did you get to know about this Car?(Tick any one). T.V advertisement Friends [] [] Magazines/Newspaper [ ] Existing Customers []
11.Please tick the following attributes of your car. a. Price: Expensive b. Style/Aesthetics: Stylish [] [] Reasonable Simple Less comfortable Reasonable Not-satisfactory [] [] [] [] []
BABASAB PATIL
12. Given a Second chance which car would you buy from the same budget?
13. Please suggest any areas for improvement in your car dealer.
BABASAB PATIL
According to survey it is found that 68% of respondents Prefer Mileage as the first most crucial feature considered while purchasing a car,and price is considered as the second considerable feature i.e 60% and maintenance cost is considered as the third considerable feature while purchasing a car i.e 56%. It is found from the survey that 64% of the respondents are willing to pay 3-4 lakh for a new car,20% of the respondents are willing to pay less than 3 lakh for a new car, and 16% of the respondent are willing to pay 4-5 lakh rupees for a new car. It is found that 84% of the respondent prefer Quick service as the most preferred facilities\services facility i.e72% It is found that 64% of the respondent prefer Bank loan as the most preferred means of finance. Maruti Alto stood first as the most preferred car among the B-segment cars followed by Hyundai Santro and Maruti DLX stood last. It is found from the survey that 68% of the respondents are owners of Bsegment cars. It is found that 52% of customers opted car for comfort /convince rather than need and status. It is found that 38.24% of the respondents came to know about the car through T.V advertisements and 32.35% of the respondents came to know about the car through friends.. expected from the dealer and the next preferred facilities/services are one year free service i.e76% and Installment payment
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. SUGGESTION It is found that in this segment the important features considered by the customers while buying a car are mileage, price & maintenance. So manufacturer has to consider these aspects to attract and retain customers thus making an effort to build a good brand image. Discount on accessories and spare parts also act as influencing factors for purchase decision. So dealer can give discounts on spare parts and accessories, after sales for a period of a year or two to stimulate the customers. Customers want service at their doorsteps but are unaware of the home delivery facility provided by the dealers. So a measure has to be taken to create awareness in this direction. Most of the customers buy cars from bank loan rather than financial companies. So the companies have to come up with attractive loan facilities to their customers. Word of mouth is effective media of communication. Hence the dealer should keep the existing customers happy by providing good service and make customers talk good about their service provided. CONCLUSION Belgaum although a small city, is dwelled by middle and higher-class people in majority. Thus the market for four-wheeler has never been a dearth here. But of all the varieties available in this segment, small cars are most preferred. Customers in this segment want to adopt change into their life style. This has fostered entry of varieties of small cars available nation-wide to flourish in this market. This has enhanced the competition in this car segment. But Maruti with stood this competition by retaining its market share to be the highest. The results of the survey conducted showed that Maruti Alto Brand is the most preferred car followed by Santro and it also showed the buying behaviour of customers
BABASAB PATIL
SHANTESHA MOTORS PVT. LTD. that the most of the customer purchase car based on mileage followed by price and maintenance.
BABASAB PATIL
BIBLOGRAPHY
REFERANCE BOOKS: Marketing research Marketing research : Tull and Hawkins : A.Parasuraman, Dhruv Grewal and R.Krishnan.
BABASAB PATIL
BABASAB PATIL