WELCOME

A STUDY ON
CUSTOMER SATISFACTION ON POST-SALE SERVICES
WITH REFERENCE TO
MARUTI SUZUKI INDIA LTD
BY
Mr. B. SUBHAN
Reg. No. 07701E0095
Under the Guidance of
Dr. N.R.V. RAMANA REDDY M.A., M.B.A, PhD,
HEAD OF THE DEPARTMENT
Department Of Business Administration

ANNAMACHARYA INSTITUTE OF TECHNOLOGY AND SCIENCES

NEW BOYANPALLI, RAJAMPET.
INDUSTRY PROFILE
 HISTORY
First motor car in India was imported by Bombay Cycle &
Motor Agency at Mumbai in 1898.
More domestic demand in 1930’s – set up assembly plants
in Mumbai, Kolkata & Chennai.
First car manufacturer in India
Premier Automobile Ltd (PAL) – 1946,
Hindustan Motors (HM) -1949.
Before 1980s Dark ages for Indian consumers
available only – Ambassador and Padmini.
In 1983 Maruti Udyog Ltd introduced Maruti-800 as “people
car”, then MUL became No.1 position in Indian Car Market with
Japanese motor company Suzuki.
Later Tata, Hyundai, GM, Ford, Honda, Fiat, Mercedes Benz,
BMW, Volkswagen & Nissan taken first step in India.

Today, India’s car market is the 12th largest in the world.

 INDUSTRY STRUCTURE
The Indian car industry can be classified, based on the price levels as
follows CATEGORY MODELS
Economic segment Maruti 800, Maruti Omni, Maruti Alto & Tata
(up to RS 2.5 lakhs) Nano
Mid-size segment Premier 118, Ambassador, Nova, Fiat Uno,
(Rs 2.5-5 lakhs) Maruti Zen, Maruti Swift, Hyundai Santro,
Daewoo Matiz, Tata Indica, Maruti Esteem,
Contessa.

Luxury segment Maruti Swift, Maruti Esteem, Maruti Bolero, Tata

(Rs 5-10 lakhs) Estate, Tata Sierra, Tata Safari, Honda City,
Mitsubishi Lancer, Ford Ikon, Ford Fiesta, Ford
Fusion, Fiat Siena, Opel Corsa, Hyundai Getz,
Hyundai Accent, Mahindra Scorpio Toyota
Innova.

Super luxury segment Skoda, Octivia, Toyota Corolla, Ford Endeavor,

(above Rs 10 lakhs) Mercedes Benz, etc.,
CASCADING EFFECT
Crisis in global economy

Job cuts

Meltdown became talk of the town

26th November Mumbai Terror attack

CONSUMER SENTIMENTS

Depressed market sentiment

“not the best time to buy”

“lets wait & watch”

COMPANY PROFILE
MARUTI SUZUKI INDIA LIMITED
 COMPANY AT A GLANCE

Managing director: R.C. Bhargava

Equity Structure: 54.21% Suzuki, 18.28% GOI & remaining

equity FIs & Public

Turnover: Rs. 188.2 bn

Sales: 764,842 cars

Market Share: 54% (Passenger Cars including Van type vehicles)

Models: 12 brands with over 100 variants

 ABOUT MARUTI SUZUKI
Maruti Suzuki India Ltd (formerly MUL) is India’s leading
maker of automobiles.

Maruti Udyog Limited (MUL) established – Feb’1981

actual production started – 1983.

MUL became Maruti Suzuki (joint venture) – 1987.

Partnership with Suzuki –exports- Alto models – Europe.

Maruti’s “Maruti800” – India’s largest selling compact car – the

term “Maruti” – commonly used for compact cars.

Average Sales:
domestic ---- 500000 cars/annum
exports --------30000 cars/annum.

Maruti Suzuki produced over 5.2 million cars.

 FULL RANGE OF CARS

Maruti offers 12 brands ranging from people’s car Maruti 800 to

stylist hatchback A-star, Swift, Dzire, SX4 sedan and luxury Grand Vitara.

25 YEARS OF TRUST

Maruti has always spelt trust with products and service standards. Build
trust by satisfying customer needs over 25 years.
 SERVICING CUSTOMERS 24X7, 365 DAYS

The company takes great pride in sharing that customers have

rated Maruti Suzuki first once again in Customer Satisfaction Survey
conducted by independent body, J.D.Power Asia Pacific. It is 9th time in
a row.

The award mirrors the company's commitment towards

"Customer Obsession".
PRODUCT PORTFOLIO
EIGHT NEW MODELS IN 40 MONTHS
MARUTI SUZUKI R&D EVOLUTION

Phase 1 –Localization

Phase 2 –Facelift capability

Phase 3 –Collaborative design

Phase 4 –Full Body Design

MAJOR COMPETITORS
Tata Motors
Honda
Toyota
Hyundai
Ford
General Motors
Fiat
BMW
Volkswagen
Mercedes Benz and
Nissan
 RESEARCH METHODOLOGY
Marketing research is one of the developing branches of business management

and it is necessary at all levels of growth firms.

Tools used for analysis:

Simple percentage method
Weighted average method
Hypothesis test (chi-square test)
Research procedure:
Survey method.
Research instrument:
A well designed and structured questionnaire which includes close-
ended and open ended & multiple choice questions.
Sampling size: 120
 OBJECTIVES OF THE STUDY

To know the level of consumers’ satisfaction

To know the customers’ perception on post-sale

services of the company.

To find out the behavior customers and their

preference to various attributes of choice criteria such
as style, price, brand image and after sale services etc.,
ANALYSIS & INTERPRETATION
Which of the “Maruti Suzuki car” you own?

Factor No. of Respondents Per cent age (%)

Maruti 800 18 15
Wagon-R 24 20
Zen 12 10
Swift 46 38
Esteem 12 10
Others 08 07
Total 120 100

Inference:
•38% of the respondents are using Swift cars.
•20% of the respondents are using Wagon-R.
•15% of the respondents are using Maruti 800.
•20% of the respondents are using Zen and Esteem.
•The remaining 6.67% of the respondents are using other Maruti cars.
Customer’s Previous Car:
Factor No. of Respondents Per cent age (%)
Maruti Suzuki 28 23
Ford 07 06
Tata 24 20
Honda 22 19
Hyundai 04 03
Toyota 06 05
Nil 29 24
Total 120 100

Inference:
•24% of the respondents did not have a car before buying of Maruti car.
•23% of the respondents are using Maruti Suzuki cars before buying of Maruti car.
•20% of the respondents are using Tata cars before buying of Maruti car.
•19% of the respondents are using Honda cars before buying of Maruti car.
•6% of the respondents are using Ford cars before buying of Maruti car.
•5% of the respondents are using Hyundai cars before buying of Maruti car.
Remaining 3% of the respondents are using Toyota cars before buying of Maruti car
Customer Association with Maruti Suzuki Cars:

Factor No. of Respondents Per cent age (%)

0-2 Years 16 13
2-4 Years 44 37
4-6 Years 33 27
6-8 Years 18 15
Above 8 Years 09 08
Total 120 100

Inference:
•37 % of the respondents are using Maruti Suzuki cars since 2-4 years.
•27 % of the respondents are using Maruti Suzuki cars since 4-6 years.
•15 % of the respondents are using Maruti Suzuki cars since 6-8 years.
•13% of the respondents are using Maruti Suzuki cars since 0-2 years.
The remaining 8% of the respondents are using Maruti Suzuki cars since
above 8 years.
 Purpose of using Maruti Suzuki Car:
Factor No. of Respondents Per cent age (%)
Govt. work 04 03
Business work 69 57
Personal work 27 23
Vacation 01 01
Status symbol 19 16
Total 120 100

Inference:
•57 % of the respondents are using Maruti cars for the purpose of business work.
•23 % of the respondents are using Maruti cars for the purpose of personal work.
•16 % of the respondents are using Maruti cars for the purpose of their status.
•3% of the respondents are using Maruti cars for the purpose of govt., work.
•The remaining 1% of the respondents are using Maruti cars at the time of
vacation.
Fuel type of car:
Factor No. of Respondents Per cent age (%)
Diesel 41 34
Petrol 58 48
LPG 21 18
Total 120 100

Inference:
•48 % the respondents are using petrol cars,
•64 % of the respondents are using diesel cars, and
•Remaining 18 % of the respondents are using LPG.
Mode of Media helps to create customer awareness:
Factor No. of Respondents Per cent age (%)
Through News papers 14 12
Through Television 11 09
Through Dealers 27 23
Through Visual ads 05 04
Through Family & friends 63 52
Total 120 100

Inference:
•52 % of the respondents get awareness through family and friends.
•23 % of the respondents get awareness through dealers.
•12 % of the respondents get awareness through news papers.
•9 % of the respondents get awareness through Television.
•The remaining 4 % of the respondents get awareness through visual ads.
Attracting colours of Maruti Suzuki cars:
Factor No. of Respondents Per cent age (%)
White 06 05
Red 24 20
Silver 83 69
Purple 04 03
Blue 03 03
Total 120 100

Inference:
•69 % of the respondents are attracted by silver coloured Maruti Suzuki cars.
•20 % of the respondents are attracted by red coloured Maruti Suzuki cars.
•5 % of the respondents are attracted by white coloured Maruti Suzuki cars.
•3 % of the respondents are attracted by purple coloured Maruti Suzuki cars.
•Remaining 3 % of the respondents are attracted by blue coloured Maruti
Suzuki cars.
Do you satisfied with choice of colours available with Maruti Suzuki?

Factor No. of Respondents Per cent age (%)

Yes 106 88

No 14 12

Total 120 100

Inference:
•88 % of the respondents are satisfied with availability of colours with Maruti
Suzuki cars.
•Remaining 12 % of the respondents are not satisfied with availability of
colours with Maruti Suzuki cars.
Customers’ Expectations from Dealers:
Factor No. of Respondents Per cent age (%)
Information about new cars 09 07

Information about mileage 20 17

Information about loans & insurance 21 18

Information about services 12 10

All the above Information 58 48
Total 120 100

Inference:
•18 % of the respondents are expecting from their dealers regarding the information about loans and
insurance.
•17 % of the respondents are expecting from their dealers regarding the information about mileage.
•10 % of the respondents are expecting from their dealers regarding the information about the services.
•7 % of the respondents are expecting from their dealers regarding the information about new cars.
•Most of respondents nearly 48 % are expecting from their dealers regarding all the information.
Customer planning for next New Car:
Factor No. of Respondents Per cent age (%)
Within 1 Year 06 05
2 Years 07 06
3 Years 30 25
4 Years 45 37
More than 4 Years 32 27
Total 120 100

Inference:
•37 % of the respondents planed to purchase a next new car in within 4 years.
•27 % of the respondents planed to purchase a next new car in more than 4
years.
•25 % of the respondents planed to purchase a next new car in within 3 years.
•6 % of the respondents planed to purchase a next new car in within 2 years.
•Remaining 5 % of the respondents planed to purchase a next new car in
within 1 year.
Customers’ Preference for the next New Car:
Factor No. of Respondents Per cent age (%)
Maruti 800 06 05
Wagon-R 28 23
Zen 19 16
Swift 27 23
Esteem 12 10
Others 28 23
Total 120 100

•Inference:
•23 % of the respondents preferred Wagon-R and /or other cars as their next new car.
•23 % of the respondents preferred Swift as their next new car.
•19 % of the respondents preferred Zen as their next new car.
•10 % of the respondents preferred Esteem as their next new car.
•Remaining 5 % of the respondents preferred Maruti-800 as their next new car.
 Decision considers when buying a car:
Factor No. of Respondents Per cent age (%)
Media 17 14
Family 48 40
Friends 30 25
Consultancy 24 20
Others 01 01
Total 120 100

Inference:
•40 % of the respondents considered family at the time of decision taken to buy a new car.
•25 % of the respondents considered friends at the time of decision taken to buy a new car.
•20 % of the respondents considered consultancy at the time of decision taken to buy a new
car.
•14 % of the respondents considered media at the time of decision taken to buy a new car.
•Remaining 1 % of the respondents considered family at the time of decision taken to buy a
new
Awareness about all Maruti Suzuki Models:

Factor No. of Respondents Per cent age (%)

Yes 84 70
No 36 30
Total 120 100

Inference:
•70 % of the respondents have awareness about all Maruti models.
•Remaining 30 % of the respondents not have the awareness about
all Maruti models
Response for the various Additional Services offered by Maruti Suzuki:
Weightages: 5 4 3 2 1
Factor Highly Satisfied Neither satisfied Dissatisfied Highly Total Respondents Score Mean
Satisfied nor dissatisfied dissatisfied

Free services 12 (10%) 30 (25%) 36 25 17 120 355 2.958

(30%) (21%) (14%)
Free service camps 03 07 22 27 61 120 224 1.867
(2%) (6%) (18%) (23%) (51%)
Discounts on 07 33 47 15 18 120 356 2.967
accessories (7%) (28%) (39%) (12%) (15%)
Value added services 24 22 53 13 08 120 401 3.342
for the customers (20%) (18%) (44%) (11%) (7%)

Insurance facility 37 36 19 22 06 120 436 3.633

(31%) (30%) (16%) (18%) (5%)
Warranty 36 42 19 11 12 120 439 3.6583
(30%) (35%) (16%) (9%) (10%)
Contest for upgraded 09 27 39 27 18 120 342 2.850
lucky customers (8%) (22%) (32%) (23%) (15%)

Total 3.038

Inference:
The overall mean score is 3.038, indicates that the respondents were satisfied towards
the additional services offered by Maruti Suzuki. In addition, we observed that the free service
camps organized by Maruti Suzuki are dissatisfied (score- 224; mean- 1.867). It is suggested that
the free service camps may be conduct to achieve the customer satisfaction only.
 Feeling that the Services are Customer oriented:
Factor No. of Respondents Per cent age (%)
Strongly agree 32 27
Agree 52 43
Neither agree nor disagree 13 11
Disagree 18 15
Strongly disagree 05 04
Total 120 100

Inference:
•43 % of the respondents are agreed that, the services of Maruti Suzuki are customer oriented.
•27 % of the respondents are strongly agreed that, the services of Maruti Suzuki are customer
oriented.
•15 % of the respondents are disagreed that, the services of Maruti Suzuki are customer oriented.
•11 % of the respondents are neither agreed nor disagreed that, the services of Maruti Suzuki are
customer oriented.
•Remaining 4 % of the respondents are agreed that, the services of Maruti Suzuki are customer
oriented.
 Satisfaction towards the Features offered by Maruti Suzuki:
Weightages: 5 4 3 2 1
Factor Highly Satisfied Neither satisfied Dissatisfied Highly Total Respondents Score Mean
Satisfied nor dissatisfied dissatisfied

Price levels 42 37 21 16 04 120 457 3.808

(35%) (31%) (18%) (13%) (3%)
Fuel efficiency 25 (21%) 39 (32%) 23 14 19 120 397 3.308
(19%) (12%) (16%)
Safety standards 22 (18%) 23 (19%) 42 16 17 120 377 3.142
(35%) (13%) (14%)
Driving comfort & 24 (20%) 31 (26%) 37 19 09 120 402 3.350
comfort seats (31%) (16%) (7%)

Ease of repairs & 43 (36%) 34 (28%) 24 13 06 120 455 3.792

replacement of (20%) (11%) (5%)
parts

Style & colour 38 (32%) 27 (22%) 27 18 10 120 425 3.542

(23%) (15%) (8%)
Acceleration 20 (17%) 36 (30%) 19 16 29 120 343 2.858
(16%) (13%) (24%)
After sale services 31 (26%) 33 (27%) 27 18 11 120 415 3.458
(23%) (15%) (9%)
Resale value 31 (26%) 34 (28%) 19 22 14 120 406 3.383
(16%) (18%) (12%)
Market population 47 (39%) 29 (24%) 38 16 13 120 458 3.817
(31%) (13%) (10%)
Required 24 (20%) 29 (24%) 38 16 13 120 395 3.292
maintenance (31%) (13%) (10%)
Total 3.432
 Response towards Brand image:
Factor No. of Respondents Per cent age (%)
Highly Satisfied 28 23
Satisfied 46 39
Neither satisfied nor dissatisfied 31 26

Dissatisfied 11 09
Highly dissatisfied 04 03
Total 120 100

Inference:
•39 % of the respondents are satisfied with the brand image of the product.
•26 % of the respondents are neither satisfied nor dissatisfied with the brand image of the
product.
•23 % of the respondents are highly satisfied with the brand image of the product.
•9 % of the respondents are dissatisfied with the brand image of the product.
•Remaining 3 % of the respondents are highly dissatisfied with the brand image of the
product.
Attributes of brand to recommend as a Customer:
Factor No. of Respondents Per cent age (%)
Price 24 20
Quality 19 16
Comfort 12 10
Discounts & services 14 12
All the above 51 42
Total 120 100

Inference:
•20 % of the respondents are giving preference to price.
•16 % of the respondents are giving preference to quality.
•12 % of the respondents are giving preference to discounts and services.
•10 % of the respondents are giving preference to comfort.
Most of respondents nearly 42% are giving preference to all the above factors.
Did you recommend others towards Maruti in any time?
Factor No. of Respondents Per cent age (%)

Yes 86 72

No 34 28

Total 120 100

Inference:
•72 % of the respondents are recommended others towards Maruti.
•Remaining 28 % of the respondents are not recommended others towards
Maruti.
Did you face any difficulties with Maruti Suzuki cars?

Factor No. of Respondents Per cent age (%)

No 42 35
Yes 78 65
Total 120 100

Inference:
•65 % of the respondents have faced difficulties with Maruti cars and
•Remaining 35 % of the respondents have not faced any difficulties with
Maruti cars.
 Rank given by the respondents regarding the following brands:
Brand Rank1 Rank2 Rank3 Rank4 Rank5 Rank6 Rank7 Total Weighted Percent Final
Name Score ages Rank

Maruti 22 28 39 11 08 08 04 120 605 17.74 2

Suzuki
Tata 13 08 24 22 18 27 08 120 463 13.58 4
Toyota 12 13 06 28 26 21 14 120 438 12.84 5
Ford 34 29 19 12 14 09 03 120 618 18.12 1
Hyundai 18 24 07 22 27 13 09 120 509 14.92 3
Honda 14 10 02 10 20 29 35 120 361 10.58 7
General 07 08 33 15 07 13 47 120 416 12.19 6
Motors
Total 3410

Inference:
From the above table we observed that, on the basis of ranking priority by the
respondents overall efficiency the Ford car got 1st rank, Maruti 2nd rank, Hyundai 3rd rank,
Tata 4th rank, Toyota 5th rank, General Motors 6th rank and Honda got 7th rank.
Overall Satisfaction towards Maruti Suzuki:
Factor No. of Respondents Per cent age (%)
Highly Satisfied 17 14
Satisfied 68 57
Neither satisfied nor dissatisfied 21 17

Dissatisfied 08 07
Highly dissatisfied 06 05
Total 120 100

Inference:
•57 % of the respondents are satisfied with the Maruti Suzuki.
•17% of the respondents are neither satisfied nor dissatisfied with the Maruti Suzuki.
•14 % of the respondents are highly satisfied with the Maruti Suzuki.
•7 % of the respondents are dissatisfied with the Maruti Suzuki.
•Only 5 % of the respondents are highly dissatisfied with Maruti Suzuki.
 Chi square Test – Cross Tabulation
Existing car Vs New car:
Existing Car Maruti 800 Wagon-R Zen Swift Esteem Others Total

Next new Car

Maruti 800 06 06 06 06 06 06 36
Wagon-R 18 24 12 28 12 08 102
Zen 18 19 12 19 12 08 88
Swift 18 24 12 27 12 08 101
Esteem 12 12 12 12 12 08 68
Others 18 24 12 28 12 08 102
Total 90 109 66 120 66 46 497

H0: There is no significant difference between the opinions of the customers towards
the existing car and next new car.

cal ≤ tab accept H0

No significant difference between the opinions of the customers towards the existing
car and next new car.
 Chi square Test – Cross Tabulation
Overall Satisfaction Vs Customer Orientation:
Overall Highly Satisfied Neither satisfied Dissatisfied Highly Total
Satisfaction Satisfied nor dissatisfied dissatisfied
Customer Orientation

Strongly agree 17 32 21 08 06 84
Agree 17 52 21 08 06 104
Neither agree nor 13 13 13 08 06 53
disagree
Disagree 17 18 18 08 06 67
Strongly disagree 05 05 05 05 05 25

Total 69 120 78 37 29 333

H0: There is no significant difference between overall customer satisfaction and

customer orientation opinions.

cal ≤ t ab accept H0

No significant difference between the customer satisfaction and customer orientation

opinions.
 Chi square Test – Cross Tabulation
Overall satisfaction Vs Brand image:
Overall Highly Satisfied Neither satisfied Dissatisfied Highly Total
Satisfaction Satisfied nor dissatisfied dissatisfied
Highly Satisfied 17 28 21 08 06 80
Satisfied 17 46 21 08 06 98
Neither satisfied nor 17 31 21 08 06 83
Brand image
dissatisfied
Dissatisfied 11 11 11 08 06 47
Highly dissatisfied 04 04 04 04 04 20
Total 66 120 78 36 28 328

customers and brand image the company.

H0: There is no significant difference between the overall satisfaction of the

cal ≤ tab accept H0

No significant difference between the overall customer satisfaction and brand image of
the company.
 FINDINGS
other Maruti cars.
using Maruti 800 and the remaining 6.67% of the respondents are using
respondents are using Zen and Esteem each, 15% of the respondents are
•It is found that most of the customers (38 %) are using Swift, 20% of the

•The maximum no. of respondents (57 %) are using Maruti cars for the
purpose of business work, 23 % are for personal work, 16 % are for their
status, 3% are using for the Govt., work and remaining 1% of the
respondents are using Maruti cars at the time of vacation.

•Silver colour is the most attracting colour for the respondents (69 %) when
they buy a new Maruti car, 20 % red colour, 5 % white colour, 3 % purple
colour and remaining 3 % of the respondents are attracted by blue coloured
Maruti Suzuki cars.

•It is observed that 48 % of the respondents are expecting from their dealers
regarding the information about loans and insurance, mileage, services, loans
and information about new cars.
•

•The respondents (59 %) satisfied towards the additional services offered by

Maruti Suzuki, 18 % are highly satisfied, 17 % are neither satisfied nor
dissatisfied, 3 % are highly dissatisfied, and remaining 3 % of the respondents
are dissatisfied with design of the Maruti Suzuki cars.
•

•It is found that 20 % of the respondents are giving preference to price,16 %

prefer quality,12 % prefer discounts and services each,10 % of the
respondents are giving preference to comfort and most of respondents nearly
42% are giving preference to all the above factors.

•It is concluded that 57 % of the respondents are satisfied with the Maruti
Suzuki, 17% are neither satisfied nor dissatisfied, 14 % are highly satisfied, 7
% are dissatisfied and only 5 % of the respondents are highly dissatisfied with
Maruti Suzuki.
•
•We observed that there is no significant difference between the opinions of
the customers towards the existing car and next new car.
•
•We observed that there is no significant difference between overall customer
satisfaction and customer orientation opinions.
 SUGGESTIONS
Ø Most of the respondents are not preferred the models like Maruti-800,
due to traditional design and Tata’s Nano effect. So, it is suggested that
the company should do some modifications for this model to increase
the
sales of this brand.
Ø It is suggested that dealers should take necessary steps to improve
satisfaction level of customers towards free service camps.
Ø Nearly half the respondents are not getting the awareness towards the
product through dealers. So, the dealers should create a lot of awareness

programmes through different campaigns to attract the customers.

Ø It is suggested that the company should attract the middle class people
by providing low price vehicles like Tata’s Nano. It leads sustainable
competitive advantage for Maruti Suzuki.
THANK YOU