A MINOR PROJECTIN
MARKETINGTOPIC: “ROLE OF DEALER PERFOMANCE IN BUILDING CORPARATE IMAGE WITH SPECIAL REFERENCE WITH KVR
AUTO CARS PVT LTD PERINTHALMANNA”
Under the guidance of
Mr.ANWARFACULTY SMS KUTTIPPURAM
SUBMITTED TO:
Dr.E.K SATHEESHCO-ORDINATOR OF SMS, KUTTIPURAM
UNIVERSITY OF CALICUT
SUBMITTED BY:
RAJITHA.KREG NO: SOALMBA026
COMPANY CERTIFICATE
SCHOOL OF MANAGEMENT STUDIES, KUTTIPPURAMSCHOOL OF MANAGEMENT STUDIES, KUTTIPPURAM
UNIVERSITY OF CALICUTUNIVERSITY OF CALICUT
2011-2013
CERTIFICATECERTIFICATE
This is to certify that Mr. RAJITHA.K is a bonafide student of School of
Management Studies, Kuttippuram under Department of Commerce and
Management Studies, University of Calicut. The project titled “A STUDY ON
THEROLE OF DEALERS IN BUILDING CORPARATE IMAGE” is a bonafide record of
the project done by him in partial fulfillment for the award of the degree of the
Master of Business Administration, University of Calicut.
Date: ……………..
Place: KUTTIPPURAM Coordinator
School of management
Studies, kuttippuram.
SCHOOL OF MANAGEMENT STUDIES, KUTTIPPURAMSCHOOL OF MANAGEMENT STUDIES, KUTTIPPURAM
DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIESDEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES
UNIVERSITY OF CALICUTUNIVERSITY OF CALICUT
CERTIFICATECERTIFICATE
This is to certify that Ms.RAJITHA.K is bonafide student of School of Management
Studies, Kuttippuram under Department of Commerce and Management Studies,
University of Calicut. The project titled “A STUDY ON THE ROLE OF DEALERS
PERFOMANCE IN BUILDING CORPARATE IMAGE” is a bonafide record of the project
done by him in partial fulfillment for the award of the degree of the Master of
Business Administration, University of Calicut.
Date: Mr.ANWAR
Place: KUTTIPPURAM (Project Guide),
School of Management
Studies, Kuttippuram
DECLARATIONDECLARATION
I, hereby declare that this project report entitled, titled “A STUDY ON
THE ROLE OF DEALERS IN BUILDING CORPARATE IMAGE” has been
prepared by me under the guidance of Mr.ANWAR, Faculty of MBA, School of
Management Studies Kuttippuram, in partial fulfillment of the requirements for
the award of the degree of Master of Business Administration under University
of Calicut during the year 2011 – 2013.
I also declare that this report has not been submitted by us fully
or partially for the award of any degree, diploma and title of recognition
earlier.
Date :
Place : KUTTIPPURAM
RAJITHA.K
ACKNOWLEDGEMENT
“It takes a lot of effort to work your way through your goal and having someone
to guide you and help you, is always a blessing”
At the completion of my project, I endeavor to express my sincere gratitude to
all who have supported and provided with the necessary guidance to do so.
Boundless thanks to The Lord Almighty for the priceless blessings that
showered on me.
I am greatly indebted to Dr.E.K.SATHEESH Coordinator, School of
Management Studies, Kuttippuram, for providing an opportunity and necessary
support to do my project.
I extend my sincere thanks to my guide Mr.ANWAR (Faculty, SMS
Kuttippuram) for the valuable suggestions which directly influenced in the
development of every step of my project.
I would like to thank, MR., HR manager, KVR AUTOCARS,
PERINTHALMANNA for giving me an opportunity to undertake this project in
their esteemed organization. I greatly thankful to MR.SHAREEF Marketing
Manager of Amana Toyota
I would also like to convey my sincere gratitude to all faculty members of the
centre and librarian for their whole hearted cooperation.
I acknowledge my sincere thanks to my parents and friends for their help in
making this report in the final form.
RAJITHA.K
TABLE OF CONTENTS
CHAPTER NO PARTICULARS PAGE NO CERTIFICATE DECLARATION ACKNOWLEDGEMENT LIST OF TABLES LIST OF CHARTS EXECUTIVE SUMMARY
1. INTRODUCTION
1.1 INTRODUCTION
1.2 PROBLEM OF THE PROJECT
1.3 SCOPE OF THE STUDY
1.4 OBJECTIVE OF THE STUDY
1.6 RESEARCH METHODOLOGY
1.7 LIMITATIONS OF THE STUDY
2. REVIEW OF LITERATURE
3. PROFILES
3.1 INDUSTRY PROFILE
3.2COMPANY PROFILE
3.3 PRODUCT PROFILE
4 DATA ANALYSIS & INTREPRETATION
CHI SQUARE TEST
CORRELATION
6 FINDINGS,SUGGESTIONS & CONCLUSION
6.1 FINDINGS
6.2SUGGESTIONS
6.3CONCLUSION
ANNEXURE
BIBLIOGRAPHY
LIST OF TABLES
LIST OF CHARTS
NUMBE
R
CONTENTS PAGE NO
4.1 Gender of respondents
4.2 Age wise classification
4.3 Model of MARUTI vehicle used
4.4 How long a customer will stay in MARUTHI SUZUKI
4.5 Opinion about present performance of vehicle
4.6 Rating the preference for selecting a car
4.7 Opinion about price
4.8 The unique feature which will satisfy its customers
compared with their competitors
4.9 Worst features compared with ather car
4.10 MARUTHI SUZUKI is innovative company or not
4.11 Customers convenient about their technology
4.12 Through which media customers came to know about
KVR
4.13 The factor considered while selecting a dealer
4.14 Rate the delears services
4.15 Indicate agreement and disagreement on the statements
4.16 KVR s performance and expectation
4.17 Rate overall performance of KVR
4.18 Remember the MARUTHI SUZUKI logo or not
4.19 If remembered, recollection of colour
4.20 Recommend to buy others
EXECUTIVE SUMMARY
NUMBER CONTENTS PAGE NO
4.1 Gender of respondents
4.2 Age wise classification
4.3 Model of MARUTI vehicle used
4.4 How long a customer will stay in MARUTHI
SUZUKI
4.5 Opinion about present performance of vehicle
4.6 Rating the preference for selecting a car
4.7 Opinion about price
4.8 The unique feature which will satisfy its customers
compared with their competitors
4.9 Worst features compared with ather car
4.10 MARUTHI SUZUKI is innovative company or not
4.11 Customers convenient about their technology
4.12 Through which media customers came to know about
KVR
4.13 The factor considered while selecting a dealer
4.14 Rate the delears services
4.15 Indicate agreement and disagreement on the
statements
4.16 KVR s performance and expectation
4.17 Rate overall performance of KVR
4.18 Remember the MARUTHI SUZUKI logo or not
“Role of dealer performance in building corporate image with special reference
to KVR Auto cars Perinthalmanna“ This study was conducted to analyse the
effectiveness of dealers performance and their impact on corparte image.
The study conducted among customers of KVR Auto cars in Perinthalmanna
region. The main reason behind selecting this subject is to find out the factors
differs them with other companies. It contains detailed study to dealer performance
and how they treat their customers and also to find out how it affect corporate
image. The business entity depend on the personal relations, community relations,
relation with competitor, relation with government etc. so effective performance of
dealers helps to maintain relation with those peoples, and also enhance corporate
image .this study mainly focused on dealers performance, their competency,
customer relationship.
During this research we mainly used primary data & secondary data. Primary data
is collected through structured questionnaire and direct interview with a sample of
50 persons in Calicut region. Here we use convenient sampling for collecting
primary data. The secondary data is collected through journals and websites. The
result was tabulated, analyzed and it is plotted on graph i.e., pie chart and
interpreted. Chi-square test and Karl pearson’s co-efficient of correlation has been
used to analyse the relationship between dealer performance and Corparate image.
The findings of this study have helped the researchers & the company to
understand about the influence of dealers service among the respondent.
INTRODUCTION
CHAPTER – 1
INTRODUCTION
This study was conducted at KVR AUTO CARS, Thirurkkad, Perinthalmanna in
the topic of the” role of dealers performance in building corporate image” based on
the customers of MARUTI SUZUKI cars.
Auto mobile industry is booming in this century .India is one the key players in the
international automobile market. Demand for cars and two wheelers and other
vehicles has driven the growth of automobile sector, for surviving in the cut throat
market creting an identity in the mind of customers is essential.
Corporate image, or reputation, describes the manner in which a company, its
activities, and its products or services are perceived by outsiders. In a competitive
business climate, many businesses actively work to create and communicate a
positive image to their customers, shareholders, the financial community, and the
general public. A company that mismanages or ignores its image is likely to
encounter a variety of problems
For an organisation the most valuable asset is its customers. Thus their value and
satisfaction towards product is of paramount importance customer, and keep the
customer. Through marketing every concern identify the needs and wants of clients
and society at large. Certain company didn’t have a direct contact with their
customers; they give their dealership to others. So the effectiveness in performance
of dealers has a great role in building corporate image. The business entity depend
on the personal relations, community relations, relation with competitor, relation
with government etc. so effective performance of dealers helps to maintain relation
with those peoples, and also enhance corporate image .this study mainly focused
on dealers performance, their competency, customer relationship. . Dealers
performance is depend upon the efficiency of quality service and sales provided.
PROBLEM OF THE STUDY
Today’s world fare dealing with customer is important in all
organization .customers are always the valuable asset for an organization .so
maintain relation through satisfying their needs and wants by offering competitive
advantages for positioning the product midst of cut throat competitive market. This
is helped to know about the special services provided by the ‘KVR Auto car pvt ltd
In perinthalmanna”.
So the here we are studying about the “role of dealers performance in building
corporate image”.
SCOPE OF THE STUDY
Every companies use various factors which are used to improve their service
quality and measures take solve problems. The study aims to find out the various
factors which are used to improve their service quality and measures taken to
solve the problem if any to increase satisfactory level of customers and thereby
increasing the sales of products in KVR AUTO CARS and also creating a place in
consumers mind ,it may helps to devolp corporate image of MARUTI SUZUKI.
Corporate image of the company may build with years of quality service leads to
positioning a place in the customers mind. Customer satisfaction is important to
create corporate image .The peoples think is depend upon what they hear see or
read corporate image. So every concerns establish maintain positive relation with
general public. They take effort by offering product that successfully maintain
needs of customers customer service maintained by the company is attractable and
that help the company to compete with the other organization in the same field.
The scope of the study involves that how the dealer’s performance affect the
corporate image .these study is most relevant today’s business world. Customers
are key of every business; they share their opinion with other this positive word of
mouth, helps to introduce other customers to the firm and offers to make a
favorable place in the mind of more peoples. The company follow a Maintenance
review system so that they can easily inform their customers about their service
date .The customer is also happy with the customer redressel procedure.
OBJECTIVES OF THE STUDY
Primary Objectives
“Role of dealer performance in building corporate image “
Secondary objectives
> To find out consumer satisfaction level towards their products.
>understand the brand loyalty.
> To study customer preference in regard to other brand.
>Most influenced factor behind the purchasing decision.
>Influence of sales promotion through stores and sales executives.
HYPOTHESIS
H0: there is no significant relationship between dealer’s service and corporate
image
H1: there is significant relationship between dealer’s service and corporate image
1. Dealer’s service: independent
Corporate image: dependent
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem.
Research methods may be understood as all those methods or techniques that
are used for conducting research. Research process includes formulating the
research problem, extensive literature survey, development of working
hypothesis, preparing the research design. Determining the sample design,
collecting the data, execution of data, hypothesis testing, generalization &
interpretation, preparation of the project on that basis.
AREA OF RESEARCH STUDY: the study was conducted at KVR,
Autcars, Thirurkkad Perinthalmanna region to find out the dealers [KVR]
performance in building corporate image of Maruti Suzuki cars.
RESEARCH DESIGN: Descriptive research
A study which wants to portray the characteristics of a group or individual or
situation is known as descriptive study. The main objective of descriptive study is
to acquire knowledge. Descriptive design is one which gives a snapshot of the
prevailing environment. It is used to provide a summary of some aspects of the
environment when certain aspects of the problem where speculative in nature.
Descriptive research answers the questions who, what, where, when and how.
Although the data description is factual, accurate, systematic, the research
cannot describe what caused a situation. The descriptive research cannot be used
to create a casual relationship, where one variable affects another. In other
words, descriptive research can be said to have a low requirement for internal
validity
sample design
A sample design is a finite plan for obtaining a sample from a given population.
Non-probability sampling design is used for this study. It is a sampling procedure
which does not afford any estimating the probability that each in the population
has of being included in the sample.
1.6.6 Sampling techniques:
By convenience sampling method, a sample of 50 respondent was selected which
consists of the customers of Amana Toyota, Calicut. A convenience sample is
obtained by selecting convenient population units. The method is also ‘chunk’. A
chunk refers to those fractions of the population being investigated which is
selected neither by probability nor by judgment but by convenience.
DATA COLLECTION METHODS
Sources of data:
Primary data:
The primary data were collected through well structured questionnaire from
customer of the company direct observation also used. Primary data are the
information which is collected a fresh and the first time and thus happen to be
original in character. This data are published by authorities whom themselves are
responsible for their collection. Primary data can be collected in marketing
research by three basic methods.
Survey method
Questionnaire method
Personal interview
Secondary data:
Secondary data are those which have already been collected by someone
else .And records of any data were collected through company file, magazine, and
company website. Secondary Data means data that are already available i.e., they
refer to the data which have already been collected and analyzed by someone else.
Secondary data are usually in the shape of finished product.
INTERNAL SOURCES
Company Journals
Company Reports
Company Brochures
EXTERNAL SOURCES Websites
Newspaper
Magazines
TOOLS FOR DATA COLLECTION
The primary data for the study collected through direct interview and survey by
various methods.
Directly contact customers in perinthalmanna region & analyse market .
It includes keen observation of the behavior of customer’s relation
executives and reactions of the respondent while answering.
Discussion with person in related steam of activities and view from
experts will be analyzed.
Directly observing work shop handling
Secondary sources of data required for the study can be collected from
secondary sources, this include library references, technical and
subject related magazines, journals, news papers and other articles
Data required for the study collected through the questionnaire
A) SAMPLE DESIGN:
Sampling procedure: Questionnaire method
Sample size: 50 units
B) DATA ANALYSIS:
Chi-square and regression are adopted to interpret the data to arrive the
findings of the study.
Data analysis has been done by simple percentage method, graph (cylinder
diagram) and pie diagram etc.
1.6.7 Research tool:
Statistical tools are used for analyzing the study. In this study percentage analysis,
Karl Pearson’s Coefficient of correlation and Chi-square are used.
1. Percentage analysis:
This is a uni-variate analysis, were the percentage of a particular factor with
different categories are calculated, in order to help one get fair idea regarding the
sample and thereby that of population.
2. Karl Pearson’s co-efficient correlation
Coefficient of correlation is an algebraic method of measuring correlation. It
shows the extend of correlation between two variables.
When the values of coefficient correlation;
Positive – positive correlation
Negative – negative correlation
Zero – no correlation
Numerical value of correlation lies between 0 and 1.
Karl Pearson’s Coefficient Correlation:
The pearsonian coefficient of correlation is denoted by the symbol ‘r’. The
formula is
= nƩxy-(Ʃx*Ʃy)
√nƩx2-(Ʃx)2 √nƩy2-(Ʃy) 2
3. Chi- square test ( x2 - test)
Chi-square test was applied for drawing out a meaningful inference; the
formula used for the test was:-
x 2 = ∑ (O-E)2
E
O = observed frequencies
E = expected frequencies
Degree of freedom = (r-1) (c-1)
Where, r – number of rows, c – number of columns in the chi- square table.
1.6.7 Pretesting
A pretesting of questionnaire was conducted with 5 questionnaires, which were
distributed among its customers and all of them were collected back as completed
questionnaire. On the basis of doubts raised by the respondents the questionnaire
was redesigned to its present form.
C) PERIOD OF STUDY:
The project period was 21 days from 1th August to 7th August 2012
LIMITATIONS
Some were hesitating to disclose their attitude and view. Thus personal
bias was an important limitation of the study.
All limitations pertaining to the questionnaire method might also affect the
study.
All the inherent limitation of sampling method i.e.; the systematic biases
might have crept into the study.
Telephone interview was also a part of data collection, so it lacks
reliability in this respect.
Statistical and analytical methods also have used; it has its own limitations.
In dept study is not possible because of the l
CHAPTER 2
REVIEW OF
LITERATURE
Marketing is the activity set of institution and process for creating
communication, delivery and exchange offerings that have value for customer
clients and society at large. Marketing is used to identify the customer and keep the
customer Marketing is the process used to determine what products or services
may be of interest to customers, and the strategy to use in sales, communications
and business development. It generates the strategy that underlies sales techniques,
business communication, and business developments. Marketing is "the activity,
set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society
at large."
For business to consumer marketing, it is "the process by which companies create
value for customers and build strong customer relationships, in order to capture
value from customers in return". For business to business marketing it is creating
value, solutions, and relationships either short term or long term with a company
or brand. It generates the strategy that underlies sales techniques, business
communication, and business developments. Marketing is used to identify the
customer, satisfy the customer, and keep the customer, customer as the focus of its
activities. The adoption of marketing strategies requires businesses to shift their
focus from production to the perceived needs and wants of their customers as the
means of staying profitable.
Brand Loyalty is a scenario where the consumer fears purchasing and consuming
product from another brand which he does not trust. It is measured through
methods like word of mouth publicity, repetitive buying, price sensitivity,
commitment, brand trust, customer satisfaction, etc. Brand loyalty is the extent to
which a consumer constantly buys the same brand within a product category. The
consumers remain loyal to a specific brand as long as it is available. They do not
buy from other suppliers within the product category. Brand loyalty exists when
the consumer feels that the brand consists of right product characteristics and
quality at right price. Even if the other brands are available at cheaper price or
superior quality, the brand loyal consumer will stick to his brand.
Brand loyal consumers are the foundation of an organization. Greater loyalty
levels lead to less marketing expenditure because the brand loyal customers
promote the brand positively. Also, it acts as a means of launching and introducing
more products that are targeted at same customers at less expenditure. It also
restrains new competitors in the market. Brand loyalty is a key component of
brand equity.
Brand loyalty can be developed through various measures such as quick service,
ensuring quality products, continuous improvement, wide distribution network, etc.
When consumers are brand loyal they love “you” for being “you”, and they will
minutely consider any other alternative brand as a replacement.
Brand loyalty can be defined as relative possibility of customer shifting to
another brand in case there is a change in product’s features, price or quality.
As brand loyalty increases, customers will respond less to competitive moves and
actions. Brand loyal customers remain committed to the brand, are willing to pay
higher price for that brand, and will promote their brand always. A company
having brand loyal customers will have greater sales, less marketing and
advertising costs, and best pricing. This is because the brand loyal customers are
less reluctant to shift to other brands, respond less to price changes and self-
promote the brand as they perceive that their brand have unique value which is not
provided by other competitive brands.
Brand loyalty is always developed post purchase. To develop brand loyalty, an
organization should know their niche market, target them, support their product,
ensure easy access of their product, provide customer satisfaction, bring constant
innovation in their product and offer schemes on their product so as to ensure that
customers repeatedly purchase the product.
The extent of the faithfulness of consumers to a particular brand, expressed
through their repeat purchases, irrespective of the marketing pressure generated
by the competing brands.
Consumer satisfaction a term frequently used in marketing is a measure of how
products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as the number of customers or
percentage of total customers, whose reported experience with a firm, its products
or its services exceeds specified satisfaction goals. According to Oliver (1997),
satisfaction is defined from the mixture of both affection and cognition approach as
“the consumer’s fulfillment response. It is a judgment that a product or service
feature, or the product or service itself, provided (or is providing) a pleasurable
level of consumption-related fulfillment, including levels of under- or over-
fulfillment”. Customer satisfaction is viewed as influencing repurchase intentions
and behavior, which, in turn, leads to an organization’s future revenue and profits.
However, Bowen and Shoemaker (2003) stated that satisfied customers might not
return to the firm and spread positive word-of-mouth communications to others.
One of the reasons is that the firm does not deliver what customers need or want
Dealer Performance The key to this is to create consistent interaction and stay in
constant contact with their customers. Dealers , typically car dealership selling
used cars out side, new cars in the showroom, as well as a vehicle entrance to the
repairs & service area in the business of the building. As a Dealer we know
customer retention is important. Every company spend a lot of time and money
marketing and bringing in new business. But in most cases, there is very little or no
effort made to follow up and stay in touch after the sale.
To increase repeat business and increase referrals, customers need to remember
Dealership! The best way to achieve this is to keep in touch with your customers
after the sale with a personal relation program.
We believe at most dealerships customer service ends when the vehicle rolls over
the curb. But the importance of keeping your dealership connected with valued
customers .Dealership consistently stay connected with customers, using very
effective, personalized adds a personal touch and clearly differentiates Dealership
from their competitors.
Every Company committed to fully supporting their dealers by helping them
achieve loyal customers that continually reward them with repeat and referral
business.
INTRODUCTION TO CORPARATE IMAGE
corporate image refers to the perception that the general public holds about a
particular business. It refers to the accepted image of what a company stands for
marketing. experts who use public relation & other forms of promotion to suggest
a mental picture to the public typically, a corporate image is designed to be
appealing to the public, so that the company can spark an interest among
consumer, create share of mind, generate brand equity $ thus facilitate product
sales .The company image created media includes news media, journals etc. Keller
(1993) defined brand image is a perception about a brand held in consumer
memory. Corporate brands are intangible assets for companies that are difficult to
imitate, and it is different from products brands as emphasizing the important of
brand values .when consumers purchase products Consumers more favorable the
image has higher perceived in quality, value.
Promotional mix
,
Corporate image
publicity
Direct marketingPersonal selling
advertising
Public relation
exhibition
Sales promotion
Consumer perception of the corporate entity behind a brand. In most
cases, the corporation has no identity in the mind of the consumer, such as Con
Agra, which owns the. In other cases, the corporate image acquires negative
connotations such as Exxon did following the A positive corporate image can
greatly increase the speed of new product adoption because of the credibility of the
manufacturer's claims.
CORPARATE IMAGE MEANING
Corporate image, or reputation, describes the manner in which a company, its
activities, and its products or services are perceived by outsiders. In a competitive
business climate, many businesses actively work to create and communicate a
positive image to their customers, shareholders, the financial community, and the
general public. A company that mismanages or ignores its image is likely to
encounter a variety of problems. "Reputation problems grow like weeds in a
garden," Davis Young wrote in his book Building Your Company's Good Name.
"Direct and indirect costs escalates geometrically."
Some of the warning signs that a business might have an image problem include
high employee turnover, the disappearance of major customers, a drop in stock
value, and poor relationships with vendors or government officials. If an image
problem is left unaddressed a company might find many of its costs of doing
business rising dramatically, including the costs of product development, sales
support, employee wages, and shareholder dividends. In addition, since the
majority of consumers base their purchase decisions at least partly on trust, current
and future sales levels are likely to suffer as well.
In businesses of all sizes, it is vital that managers recognize the importance of
creating and maintaining a strong image, and that they also make employees aware
of it. Corporate image begins within the offices of a company's managers. It should
be based on the development of good company policies, rather than on controlling
the damage caused by bad company policies.
Young recommends that business owners and managers take the following steps
toward improving their companies' image: focus on the firm's long-term reputation;
base actions on substantive policies; insist on candor in all business dealings; and
uphold the stakeholders' right to know. After all, he notes, a good corporate image
can take years to build and only moments to destroy.
Importance of Corporate Image
Several factors have contributed to the increasing importance of corporate image in
recent years. For example, the business climate in the United States has become
one of environmental complexity and change. This has forced many business
enterprises to significantly alter their strategies to better compete and survive. The
acceleration of product life cycles is another vital dimension of the turbulent
business environment. Globalization has been still another catalyst in the rise of
corporate image programs, as companies have sought ways to spread their
reputations to distant markets. A related factor is that as a corporation expands its
operations internationally, or even domestically, through acquisitions, there is a
danger that its geographically dispersed business units will project dissimilar or
contrary images to the detriment of corporate synergy.
A final factor stimulating the current interest in corporate image is society's
growing expectation that corporations be socially responsible. Many of today's
consumers consider the environmental and social image of firms in making their
purchasing decisions. Some companies have recognized this reality and reaped
tremendous benefits by conducting themselves in a socially and environmentally
responsible manner. Some of these companies act out of genuine altruism, while
others act out of a simple recognition of the business benefits of such behavior.
Theory of Corporate Image
In the process of managing corporate image, the fundamental variables are:
corporate identity, corporate communication, corporate image, and feedback.
Corporate identity is the reality of the corporation—the unique, individual
personality of the company that differentiates it from other companies. Corporate
communication is the aggregate of sources, messages, and media by which the
corporation conveys its uniqueness or brand to its various audiences. Corporate
image is in the eye of the beholder—the impression of the overall corporation held
by its several audiences.
The objective in managing corporate image is to communicate the company's
identity to those audiences or constituencies that are important to the firm, in such
a way that they develop and maintain a favorable view of the company. This
process involves fashioning a positive identity, communicating this identity to
significant audiences, and obtaining feedback from the audiences to be sure that
the message is interpreted positively.
An unsatisfactory image can be improved by modifying
corporate communication,
re-shaping the corporate identity
ELEMENTS IN CORPARATEIMAGE
CORPARATE IMAGE
CORPORATE IDENTITY
corporate strategy
corporate culture
organizational design
Corporate behavior (internal values, norms, etc.)
Corporate communication (advertising, public relations,
information, etc.)
Corporate design (logos, uniforms, corporate colours etc
operations
CORPORATECOMMUNICATION
FEEDBACK
Corporate image is the reputation of the firm with the various
audiences that are important to it. These groups that have a stake in the company
are known as stakeholders. Stakeholders are affected by the actions of the company
and, in turn, their actions can affect the company. Consequently, its image in the
eyes of its stakeholders is important to the company. The principal stakeholders
with which most large corporations must be concerned are: customers, distributors
and retailers, financial institutions and analysts, shareholders, government
regulatory agencies, social action organizations, the general public, and employees.
.CORPORATE IDENTITY: Corporate identity—the reality and uniqueness of
the organization—may be broken down into four component parts: corporate
strategy, corporate culture, organizational design, and operations. Strategy is the
overall plan that determines the company's product/market scope and the policies
and programs it chooses to compete in its chosen markets. Corporate culture is
the shared values and beliefs that the organization's
The image that stakeholders have of the company will influence their willingness
to either provide or withhold support. Thus, if customers develop a negative
perception of a company or its products, its sales and profits assuredly will decline.
Government regulatory lottery agencies, another important set of stakeholders, are
required by law to monitor and regulate firms for specific, publicly defined
purposes. Nevertheless, these agencies have considerable discretion in how they
interpret and apply the law. Where they have a positive perception of the firm, they
are likely to be much less censorious.
Obviously, each of the various stakeholder groups is likely to have a somewhat
different perception of the corporation because each is concerned primarily with a
different facet of its operation. Thus, consumers are principally interested in the
price, quality, and reliability of the company's products and services. Financial
institutions are concerned with financial structure and performance. Employees are
mainly concerned with wages, working conditions, and personnel policies.
Logically, then, a company should tailor its communication to each stakeholder
group individually to address the special concerns of that group.
However, maintaining a consistent image among the several stakeholder groups is
also vital. Although it is prudent to stress different facets of the firm's identity to its
various publics, the firm should avoid projecting an inconsistent image, because
the concerns and memberships of different stakeholder groups often overlap. For
instance, the financial community and the shareholders would have many of the
same financial and strategic concerns about the company. In fact, many
shareholders rely heavily on the advice of experts from financial institutions.
Similarly, both employees and the general public have an interest in the overall
prestige of the firm and the reputation of its products. A social action group's
criticism, whether economically effective or not, is bound to influence some
customers and affect the company's public reputation. A regulatory agency such as
OSHA would focus narrowly on the firm's safety record and policies, but the
company's employees and their labor unions also have a stake in these matters.
Corporate identity is often viewed as being composed of three parts:
Corporate design (logos, uniforms, corporate colours etc.) Corporate communication (advertising, public relations, information, etc.) Corporate behavior (internal values, norms, etc.)
Organizational point of view
In a recent monograph on Chinese corporate identity (Routledge, 2006), Peter
Peverelli, proposes a new definition of corporate identity, based on the general
organization theory proposed in his earlier work, in particular Peverelli (2000).
This definition regards identity as a result of social interaction:
Corporate identity is the way corporate actors (actors who perceive
themselves as acting on behalf of the company) make sense of their
company in ongoing social interaction with other actors in a specific
context. It includes shared perceptions of reality, ways-to-do-things, etc.,
and interlocked behaviour.
In this process the corporate actors are of equal importance as those
others; corporate identity pertains to the company (the group of corporate
actors) as well as to the relevant others;
Corporate actors construct different identities in different contexts.
four key brand requirementssuccessful corporate identity strategy.
•Differentiation. In today’s highly competitive market, brands need to have a clear
differentiation or reason for being. What they represent needs to be stand apart
from others in order to be noticed, make an impression, and to ultimately be
preferred.
• Relevance. Brands need to connect to what people care about out in the world. To
build demand, they need understand and fulfill the needs and aspirations of their
intended audiences.
• Coherence. To assure credibility with their audiences, brands must be coherent in
what they say and do. All the messages, all the marketing communications, all the
brand experiences, and all of the product delivery need to hang together and add up
to something meaningful.
• Esteem. A brand that is differentiated, relevant and coherent is one that valued by
both its internal and external audiences. Esteem is the reputation a brand has
earned by executing clearly on both its promised and delivered experience.
Visual identity
Corporate visual identity plays a significant role in the way an organization
presents itself to both internal and external stakeholders. In general terms, a
corporate visual identity expresses the values and ambitions of an organization, its
business, and its characteristics.
First, a corporate visual identity provides an organisation with visibility and
"recognizability".[4] For virtually all profit and non-profit organisations, it is of vital
importance that people know that the organization exists and remember its name
and core business at the right time.
functions of corporate visual identity
1. Second, a corporate visual identity symbolizes an organization for external
stakeholders, and, hence, contributes to its image and reputation (Schultz,
Hatch and Larsen, 2000). Van den Bosch, De Jong and Elving (2005)
explored possible relationships between corporate visual identity and
reputation, and concluded that corporate visual identity plays a supportive
role in corporate reputations.
2. Third, a corporate visual identity expresses the structure of an organization
to its external stakeholders, visualising its coherence as well as the
relationships between divisions or units. Olins (1989) is well known for his
"corporate identity structure", which consists of three concepts: monolithic
brands for companies which have a single brand, a branded identity in which
different brands are developed for parts of the organization or for different
product lines, and an endorsed identity with different brands which are
(visually) connected to each other. Although these concepts introduced by
Olins are often presented as the corporate identity structure, they merely
provide an indication of the visual presentation of (parts of) the organization.
It is therefore better to describe it as a "corporate visual identity structure".
3. A fourth, internal function of corporate visual identity relates to employees'
identification with the organization as a whole and/or the specific
departments they work for (depending on the corporate visual strategy in this
respect). Identification appears to be crucial for employees,[5] and corporate
visual identity probably plays a symbolic role in creating such identification.
CORPORATECOMMUNICATION. Corporate communication provides the
link between corporate identity and corporate image. It should be defined in the
broadest possible sense, because companies communicate identities in many
different ways. Communication can include almost anything the company does,
from the way telephones are answered to the involvement of company employees
in community affairs. Some of the principal sources of corporate communication
include company and product names and logos, formal statements (mission
statements, credos, codes of ethics, annual reports, advertising copy, and company
slogans), and behavior during important events. These events encompass scheduled
events such as open houses and anniversary sales as well as unscheduled events
such as lawsuits or negative press coverage.
FEEDBACK. Feedback is essential to the management of corporate image.
Business owners and managers need accurate information on how they and their
company are perceived if they are to make sound decisions. Ideally, feedback
should be continuous. As a practical matter, continuous feedback can be elicited
from salespeople, clients, employees, and other local business owners. Based on
such input, modifications may be made in the company's communication methods
or, if warranted, a formal study of the corporate image may be initiated. In addition
to systematically utilizing internal sources, it is prudent to undertake a serious
review of the business's reputation (both internally and externally) on a regular
basis.
In Corporate Communications, a corporate identity is the "persona" of a
corporation which is designed to accord with and facilitate the attainment of
business objectives. It is usually visibly manifested by way of branding and the
use of trademarks.
Corporate identity comes into being when there is a common ownership of an
organizational philosophy that is manifest in a distinct corporate culture — the
corporate personality. At its most profound, the public feel that they have
ownership of the philosophy. Often referred to as organizational identity, corporate
identity helps organizations to answer questions like “who are we?” and “where
are we going?” Corporate identity also allows consumers to denote their sense of
belonging with particular human aggregates or groups.
In general, this amounts to a corporate title, logo (logotype and/or logogram), and
supporting devices commonly assembled within a set of guidelines. These
guidelines govern how the identity is applied and confirm approved colour
palettes, typefaces, page layouts and other such methods of maintaining visual
continuity and brand recognition across all physical manifestations of the brand.
These guidelines are usually formulated into a package of tools called corporate
identity manuals.. Many companies pay large amounts of money for the research,
design and execution involved in creating an identity that is extremely
distinguishable and appealing to the company's target audience.
CUSTOMER ORIENTATION
Brand loyalty American Marketing Associations defines brand loyalty “the situation in which a consumer generally buys the same manufacturer. Originated product or service repetendly over time rather than buy it from a multiple supplier within the category [promotion].The degree to which a consumer consistent to purchase the same brand with in a product [consumer behavior].
CHAPTER 3
PROFILES
INDUSTRY PROFILEWhile automobiles were introduced to India in the late 1890's, the manufacturing
industry only took off after independence in 1947. The protectionist economic
policies of the government gave rise in the 1950’s to the Hindustan Motors
Ambassador, based on a 1950’s Morris Oxford, and, are still ubiquitous in the
roads and highways of India. Hindustan Motors and a few smaller manufacturers
such as Premier Automobiles, Tata Motors, Bajaj Auto, Ashok and Standard
Motors held an oligopoly until India's initial economic opening in the 1980's. The
maverick Indian politician Sanjay Gandhi championed the need for a "people's
car"; the project was realized after his death with the launch of a state-owned firm
Maruti Udyog which quickly gained over 50% market share. The Maruti 800
became popular because of its low price, high fuel efficiency, reliability and
modern features relative to its competition at the time. Tata Motors exported buses
and trucks to niche markets in the developing world.The liberalization of 1991
opened the flood gates of competition and growth which have continued up to
today.. General Motors, Ford, Toyota, Honda, Hyundai and others set up
manufacturing plants. Rolls Royce, Bentley and Maybach are examples of the few
high end automobile manufacturers which entered India in the recent years.
COMPANY PROFILE
KVR Auto cars pvt ltd
KVR group of companies is prominent business group in kerala promoted is
managed by mr.Balan p nair and family. The promoters are a successful business
group in UAE, dealing in automobile spare, KVR motors, and KVR auto cars.KVR
auto cars deals with all types of new and used Maruti Suzuki cars. They very well
understand the fact that vehicle more than just a mean of transporting people and
goods. But they have a deep and far reaching impact on society, the national
economy enviournment.
K
VR AUTOCARS [P]LTD is situated in Thirurkkad, near
Perinthalmanna,malappuram [dt]kerala was inaugurated on 7 th February,2007
under companies Act 1956.KVR Auto carspvt ltd is a new venture of KVR
group.KVR is the authorized dealer of MARUTI SUZUKI INDIA LTD and
mainly deals with sales and service of maruti vehicle,true value[buy,sell,exchange]
,Maruti genuine aaccessories,Mauti genuine spare and Maruti driving school with
similar facility available there. And they have 5 work shop facilities in
malappuram and palakkad districts .for the sale of maruti vehicles they established
retailer out lets at all over in malappuram and palakkad districts. . operation in
malappuram district consist head office in perinthalmanna. KVR auto cars is well
known its quality service& aggressive marketing in entire Malabar region.
Through the hard working & dedication of the employee.KVR motors achieved
97% of the customer satisfaction level in the two wheelers service. their work shop
of vehicle is one of the largest in south India. The related services such as
accessories, body shop sales and sale of additive & lubricants are also made
available under one roof. They lauched driving school initiative for promoting safe
driving at thirurkkad.
.
Over view of KVR group
1.popular auto parts[authorized spare parts dealer-
NISSAN,TOYOTA,BMW,MERCEDES BENZ] UAE
2.KVR Auto cars [p] ltd[authorized dealer of maruthi Suzuki India ltd]-
perinthalmanna
3. KVR cars [p] ltd[authorized dealer of maruthi Suzuki India ltd]-Kasargode
4. KVR Automobiles [authorized dealer of Bajaj 2&3 wheelers]-Perinthalmanna
5. KVR Bikes [authorized dealer of Bajaj two wheelers]-Tirur
6.KVR Tower-multy—stored shopping complex-Kannur.
7.KVR Auto fuels: Dealer ship of rebalance petroleum products-Calicut.
Sales outlets
Perinthalmanna Tirur Palakkad Mannarkkad Cherpulasseri koottanadu
Chungathara Manjeri Kondotty Parappanagadi Edappal Vettichira
Work shopspecialities
Express service Warranty service Insurance renewal
Accident repair Quick body repair 24 hours break
down service Free service Service advisor
support Advance service
booking
Insurance benefits
A single point of contact
Hassle free transactions
24 hours on road assistance
Post accident repair and insurance support
Cashless repair & claim settlement
Dealer assisted towing facility
Instant policy issuance
Other services
Customer care cell Extended warranty Genuine accessory
support Genuine spare parts
support Trained mechanics Free pickup and
delivery facility Certified engineers Shuttle service
facility
AWARDS
Sales growth RM award-2008-09 & 2010-11
Dealer with highest A Star sale award-2011
North Malabar chamber of commerce award for best business man-
2011
Rural champion trophy award for highest sale in rural part of kerala-
jan 2012
Placed as one of the top ten workshop is customer satisfaction [Q-
1,2011-12]
No.1 workshop in least time for servicing [s-3,region]
No.1 in India for Sunday working
All India best showroom award-2007
All Kerala best showroom award-2007
Young dealer owner award -2007-08
Golden dealer award for best performance in sale-2009-10
All Kerala true value award-2010
Lowest VOR award [MPG] 2011-12
Highest MGA sale award-2010
Organizational structure
Board of directors
General Manager – operations
Service Human resource Finance
Sales
Product managers
Team leaders Consultant
Work manager
Parts manager
Customer relations manager
Body shop manager
Organizational structure
Industry Automotive
Predecessor(s) Maruti Udyog Limited
Founded 1981
Headquarters New Delhi, India
Key peopleShinzo Nakanishi(CEO & MD)
Products Automobiles
Parent Suzuki Motor Corporation
Employees 6903
Maruti Suzuki India Limited In 1970 , Sanjay Gandhi the son of Indira Gandhi envisioned themanufacture of an indigenous , cost effective , low maintenance compactcar for the Indian middle class . Indira Gandhi’s cabinet passed aunanimous resolution for the development and production of a people’scar. Sanjay Gandhi’s company was christened Maruti limited. The name of the car was chosen after a Hindu deity named Maruti Ltd. That timeHindustan Motors’ Ambassador was the chief car and the company hadcome out with a new entrant the premier Padmini that worked slowlygaining a part of the market share dominated by the ambassador. For thenext ten years the Indian car market had stagnated at a volume of 30,000to 40,000 cars for the decade ending 1983.Sanjay Gandhi was awarded the exclusive contract and license to design,develop and manufacture the “People’s Car.” These exclusive rights of production generated some criticism in certain quarters, which wasdirectly targeted at Indira Gandhi. Over the next few years the companywas sidelined to Bangladesh liberation war and emergency.In the early days under the powerful patronage of Sanjay Gandhi thecompany was provided with free land, tax breaks and funds. Till the end of 1970 the company had not started the production and a prototype testmodel was welcomed with criticism and skepticism. The company wentinto liquidation IN 1977. The media perceived it to be another area of growing corruption. Unfortunately Maruti’s started to fly only after thedeath of Sanjay Gandhi, when Suzuki motors joined the government of India as a joint venture partnered with 50% share. After his death IndiraGandhi decided that the project should not be allowed to die. Maruti’sentered into this collaboration with Suzuki motors. The collaborationheralded a revolution in the Indian car industry by producing the maruti-800. It created a record of taking 13 months time to go from design torolling out cars from a production line. The production of Maruti-800 in 1983 marked the beginning of arevolution in the Indian automobile industry. It brought in the latesttechnology of that time more fuel efficiency and lower prices that led tothe creation of a huge market for all car segments as the Indian, middleclass grew in size. This in turn brought in more players in this segment. Anumber of auxiliary car parts making units were set up as more carmanufacturers realized it was more cost effective to make their car partsin India rather than importing them. Established in December 1983, Maruti Suzuki India Ltd. has ushered a revolution in the Indian car industry. This car is meant for an average Indian individual which is affordable as well as has elegant appeal. Maruti Suzuki India Ltd. is the result of collaboration of Maruti with Suzuki of Japan. At this time, the Indian car market had stagnated at a volume of 30,000 to 40,000 cars for the decade ending 1983. This was from where Maruti took over. The company has crossed the milestone of becoming the first Indian company in March 1994, by manufacturing in totality one million vehicles. It is known for its mass-production and selling of more than a million cars. Maruti Suzuki India Ltd. is the India's largest automobile company which entered in the market with affirmed aim to render high quality fuel – efficient and low - cost vehicles.
Their main products are Maruti 800and Alto,Maruti omini, to hatchback Ritz, A-Star, Swift, Wagon-R, Estillo and sedans DZire, SX4, in the 'C' segment Maruti
Eeco, Multi Purpose vehicle Ertiga and Sports Utility vehicle Grand VitaraIt is the market leader in India, and on 17 September 2007, Maruti Udyog Limited was renamed as Maruti Suzuki India Limited. The company's headquarters are located in New Delhi. In February 2012, the company sold its 10th million vehicle in India.
Maruti Suzuki is India and Nepal's leading automobile manufacturer and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The BJP-led government held an initial public offering of 25% of the company in June 2003. As of 10 May 2007, the government of India sold its complete share to Indian financial institutions and no longer has any stake in Maruti Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time was the only modern car available in India, its only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti Suzuki has produced over 5 Million vehicles. Maruti Suzukis are sold in India and various several other countries, depending upon export orders. Models similar to Maruti Suzukis (but not manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and manufactured in Pakistan and other South Asian countries.
The company exports more than 50,000 cars annually and has an extremely large domestic market in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's largest selling compact car ever since it was launched in 1983. More than a million units of this car have been sold worldwide so far. Currently, Maruti Suzuki Alto tops the sales charts but Maruti Suzuki's Swift has taken over this titles by 19000 models in April 2012.
Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is commonly used to refer to this compact car model. Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of Delhi. Maruti Suzuki’s Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 700,000 units annually. More than half the cars sold in India are Maruti Suzuki cars. The company is a subsidiary
of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti Suzuki. The rest is owned by public and financial institutions. It is listed on the Bombay Stock Exchange and National Stock Exchange of India
During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported.
In all, over six million Maruti Suzuki cars are on Indian roads since the first car
was rolled out on 14 December 1983. Maruti Suzuki offers 15 models, Maruti 800,
Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Gypsy,
Grand Vitara, Kizashi and the newly launched Ertiga. Swift, Swift DZire, A-star
and SX4 are manufactured in Manesar, Grand Vitara and Kizashi are imported
from Japan as completely built units(CBU), remaining all models are manufactured
in Maruti Suzuki's Gurgaon Plant. The company is believed to be moving towards
introduction of a new version of Maruti 800 by November 2012, which will be
more fuel efficient, though slightly costlier than Alto and existing Maruti 800.
Suzuki Motor Corporation, the parent company, is 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. Nearly 75,000 people are employed directly by Maruti It has been
rated first in customer satisfaction among all car makers in India from 1999 to
2009 by J D Power Asia Pacific.Maruti Suzuki will be introducing new 800cc
model by Diwali in 2012.The model is supposed to be fuel efficient, hence more
expensive.Maruti XA Alpha based compact SUV to compete with the Ford
EcoSport & Renault Duster will be launched in the year 2014
Manufacturing facilities
Maruti Suzuki has two manufacturing facilities in India. Both manufacturing
facilities have a combined production capacity of 1,250,000 vehicles annually.
Gurgaon Manufacturing Facility
The Gurgaon Manufacturing Facility has three fully integrated manufacturing
plants and is spread over 300 acres (1.2 km2). All three plants have an installed
capacity of 350,000 vehicles annually but productivity improvements have enabled
it to manufacture 700,000 vehicles annually. The Gurgaon facilities also
manufacture 240,000 K-Series engines annually. The entire facility is equipped
with more than 150 robots, out of which 71 have been developed in-house. The
Gurgaon Facilities manufactures the 800, Alto, WagonR, Estilo, Omni, Gypsy,
Ertiga and Eeco.
Manesar Manufacturing Facility
The Manesar Manufacturing Plant was inaugurated in February 2007 and is spread
over 600 acres (2.4 km2). Initially it had a production capacity of 100,000 vehicles
annually but this was increased to 300,000 vehicles annually in October 2008. The
production capacity was further increased by 250,000 vehicles taking total
production capacity to 550,000 vehicles annually. The Manesar Plant produces the
A-star, Swift, Swift DZire, SX4 and Ritz.
Sales and service network
As of 31 March 2011 Maruti Suzuki has 933 dealerships across 666 towns and
cities in all states and union territories of India. It has 2,946 service stations
(inclusive of dealer workshops and Maruti Authorised Service Stations) in 1,395
towns and cities throughout India. It has 30 Express Service Stations on 30
National Highways across 1,314 cities in India.
Service is a major revenue generator of the company. Most of the service stations
are managed on franchise basis, where Maruti Suzuki trains the local staff. Other
automobile companies have not been able to match this benchmark set by Maruti
Suzuki. The Express Service stations help many stranded vehicles on the highways
by sending across their repair man to the vehicle.
Maruti Insurance
Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with
the help of the National Insurance Company, Bajaj Allianz, New India Assurance
and Royal Sundaram. The service was set up the company with the inception of
two subsidiaries Maruti Insurance Distributors Services Pvt. Ltd and Maruti
Insurance Brokers Pvt. Ltd.
This service started as a benefit or value addition to customers and was able to
ramp up easily. By December 2005 they were able to sell more than two million
insurance policies since its inception.
Maruti Finance
To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in
January 2002. Prior to the start of this service Maruti Suzuki had started two joint
ventures Citicorp Maruti and Maruti Countrywide with Citi Group and GE
Countrywide respectively to assist its client in securing loan. Maruti Suzuki tied up
with ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak Mahindra, Standard
Chartered Bank, and Sundaram to start this venture including its strategic partners
in car finance. Again the company entered into a strategic partnership with SBI in
March 2003 Since March 2003, Maruti has sold over 12,000 vehicles through SBI-
Maruti Finance. SBI-Maruti Finance is currently available in 166 cities across
India.
"Maruti Finance marks the coming together of the biggest players in the car
finance business. They are the benchmarks in quality and efficiency. Combined
with Maruti volumes and networked dealerships, this will enable Maruti Finance to
offer superior service and competitive rates in the marketplace".
Citicorp Maruti Finance Limited is a joint venture between Citicorp Finance India
and Maruti Udyog Limited its primary business stated by the company is "hire-
purchase financing of Maruti Suzuki vehicles". Citi Finance India Limited is a
wholly owned subsidiary of Citibank Overseas Investment Corporation, Delaware,
which in turn is a 100% wholly owned subsidiary of Citibank N.A. Citi Finance
India Limited holds 74% of the stake and Maruti Suzuki holds the remaining 26%.
GE Capital, HDFC and Maruti Suzuki came together in 1995 to form Maruti
Countrywide. Maruti claims that its finance program offers most competitive
interest rates to its customers, which are lower by 0.25% to 0.5% from the market
rates.
Maruti TrueValue
Maruti True service offered by Maruti Suzuki to its customers. It is a market place
for used Maruti Suzuki Vehicles. One can buy, sell or exchange used Maruti
Suzuki vehicles with the help of this service in India. As of 31 March 2010 there
are 341 Maruti True Value outlets.
N2N Fleet Management
N2N is the short form of End to End Fleet Management and provides lease and
fleet management solution to corporates. Clients who have signed up of this
service include Gas Authority of India Ltd, DuPont, Reckitt Benckiser, Sona
Steering, Doordarshan, Singer India, National Stock Exchange and Transworld.
This fleet management service include end-to-end solutions across the vehicle's
life, which includes Leasing, Maintenance, Convenience services and
Remarketing.
Accessories
Many of the auto component companies other than Maruti Suzuki started to offer
components and accessories that were compatible. This caused a serious threat and
loss of revenue to Maruti Suzuki. Maruti Suzuki started a new initiative under the
brand name Maruti Genuine Accessories to offer accessories like alloy wheels,
body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other
car care products. These products are sold through dealer outlets and authorized
service stations throughout India.
Maruti Driving School in Chennai
As part of its corporate social responsibility Maruti Suzuki launched the Maruti
Driving School in Delhi. Later the services were extended to other cities of India as
well. These schools are modelled on international standards, where learners go
through classroom and practical sessions. Many international practices like road
behaviour and attitudes are also taught in these schools. Before driving actual
vehicles participants are trained on simulators.
"We are very concerned about mounting deaths on Indian roads. These can be
brought down if government, industry and the voluntary sector work together in an
integrated manner. But we felt that Maruti should first do something in this regard
and hence this initiative of Maruti Driving Schools.
Issues and problems
On 24 February 2010, Maruti Suzuki India announced recalling of 100,000 A-Star
hatchbacks to fix a fuel leakage problem. the company will replace the gaskets for
all 100,000 A-Star cars.
Exports
Maruti Exports Limited is the subsidiary of Maruti Suzuki with its major focus on exports and it does not operate in the domestic Indian market. The first commercial consignment of 480 cars were sent to Hungary. By sending a consignment of 571 cars to the same country Maruti Suzuki crossed the benchmark of 300,000 cars. Since its inception export was one of the aspects government was keen to encourage.Every political party expected Maruti Suzuki to earn foreign currency. Angola, Benin, Djibouti, Ethiopia, Europe, Kenya, Morocco, Nepal, Sri Lanka, Uganda, Chile, Guatemala, Costa Rica and El Salvador are some of the markets served by Maruti Exports.
Awards and recognition
The Brand Trust Report published by Trust Research Advisory has ranked Maruti
Suzuki in the seventh position in 2011 and the sixth position in 2012 among the
brands researched in India.
Bluebytes News, a news research agency, rated Maruti Suzuki as India's Most
Reputed Car Company in their Reputation Benchmark Study conducted for the
Auto (Cars) Sector launched in April 2012.
Number of competitors in the automobile industry in India are
udiBentleyBMWChevroletDaewooFiatFordHindustan motorsHonda
HyundaiICMLLambhorginiMahindraMahindra-RenaultMaybach Mercedes BenzMitsubishiNissan
OpelPorschePremierRolls-RoyceSanSkoda Tata ToyotaVolkswogenVolvo
CHAPTER -3
PRODUCT PROFILES
CARS
Maruti Swift Dzire 2012
Maruti RIII Concept
Maruti Jimny
Maruti Suzuki Kizashi
Maruti Eeco Maruti New Swift
Maruti Suzuki Grand Vitara 2.4
Grand Vitara Maruti Suzuki
XL7
Omni o 5 seater Maruti
Omni o 8 seater Maruti
Omnio LPG Maruti
Omni
Maruti Alto o Altoo Alto Lxo Alto Lxio Alto K10
LXI Maruti Suzuki
Alto Flash Limited Edition
Maruti Zen Classic
Maruti Zen Estilo
Wagon R o WagonR Lxo WagonR Lxi
Versa o 5 seater
o Maruti Zen Estilo Lx
o Maruti Zen Estilo Lxi
o Maruti Zen Estilo Vxi
Maruti Suzuki Zen Estilo Sports
o WagonR Vxio WagonR Axo WagonR Duo
New Wagon R
o 8 seater ( DX & DX2)
Maruti Esteem o Maruti
Esteem Lx o Maruti
Esteem Lxi o Maruti
Esteem Vxi
Baleno o Baleno Sedan
VXi o Baleno Sedan
LXi
Swift o Swift LXio Swift VXio Swift ZXio Swift
Diesel'Ldi'o Swift Diesel
'Vdi' Swift DZire
Maruti Gypsy o Hard topo Soft top
Maruti SX4 o Maruti SX4
Vxi o Maruti SX4
Zxi New Maruti Suzuki
SX4 Maruti Suzuki SX4
Diesel
Maruti A-Star
Maruti Suzuki Ritz
Maruti Suzuki Ritz Genus
Maruti Suzuki Concept R3
Maruti 800 o Maruti 800
STD BS IIIo Maruti 800
AC BS IIIo Maruti 800
Duo
AWAITED MODELS
Maruti Suzuki Cervo
Maruti Suzuki SX4 Hatchback
Maruti Suzuki SX4 2011
Maruti Suzuki New A-Star 2011
Maruti APV Maruti Suzuki
Grand Vitara DDiS
1. Maruti 800 [lauched 1983 ]
Red Bull Maruti Suzuki Swift [launched 19 ]
1. Maruti Omini [launched 1984]
Maruti Gypsy [launched 1985 ]
Maruti Alto [lauched 1997], AltoK12 [2010]
Maruti Suzuki Swift [launched 2005 ]
Maruti Suzuki Zen Estilo [launched 2007 ]
Suzuki SX4 [launched 2007 ]
7th Generation Suzuki Alto is sold as Maruti Suzuki A-Star in India [launched 2008 ]
Maruti Suzuki Swift DZire [launched 2008]
Suzuki Splash is sold as Maruti Suzuki Ritz in India. [launched 2009 ]
IMPORTED
Suzuki Grand Vitara [launched 2007 ]
Kizashi (Launched 2011)
2. WagonR (Launched 1999)3. Eeco (Launched 2010)4. Maruti Ertiga, seven seater MPV R3 designed and developed in India, will compete with Toyota
Innova, Mahindra Xylo, and Tata Sumo Grande.In early 2012, Suzuki Ertiga will be exported first to Indonesia in Completely Knock Down car.
5. Maruti XA Alpha based compact SUV to compete with the Ford EcoSport & Renault Duster will be launched in the year 2014
Discontinued car models
1. 1000 (1990–2000)2. Zen (1993–2006)3. Esteem (1994–2008)4. Baleno (1999–2007)5. Versa (2001–2010)6. Grand Vitara XL7 (2003–2007)
CHAPTER 4
DATA ANALYSIS & INTERPRETATION
DATA ANALYSIS & INTERPRETATION
Data analysis consists diagrammatic representation and interpretation of data
collected through questionnaire from the customers. This survey was conducted to
find out the KVR s performance how to affect the corporate image of Maruthi
Suzuki.50 samples selected from Perinthalmanna region.
Table 4.1
GENDER OF RESPONDENTS
GENDER NUMBER OF PERCENTAGE
RESPONDENTSMale 47 94Female 3 6Total 50 100
Chart 4.1
GENDER OF RESPONDENTS
Sales
Male
Female
(Source: primary data)
INFERENCE:
It is clear that 94% of the respondents were Male and remaining 6% are Female.
Table 4.2
AGE WISE CLASSIFICATION
AGE NUMBER OF RESPONDENTS
PERCENTAGE
18-28 14 2829-38 22 4439-48 8 1649& above 6 12Total 50 100
Chart 4.2
AGE WISE CLASSIFICATION
c
it can be noted that 44% of respondents are in between 29-38years of age. 28%
are in the age between 18-28 and 16% in between 39-48 remaining 12% are
above 49.
Table 4.3
OCCUPATION WISE CLASSIFICATION
OCCUPATION NUMBER OF
RESPONDENTS
PERCENTAGE
Business 20 40
Professional
s
Doctor 2 4
Engineer 1 2
Other 10 20
Student 2 4
NRI 2 4
Govt. employee 4 8
Others 9 18
Chart 4.3
OCCUPATION WISE CLASSIFICATION
Business Professional Student NRI Govt.employee Others0
5
10
15
20
25
30
35
40
Occupation
(Source: primary data)
INFERENCE:
It can be observed from table 40% of respondents are Business persons Professionals. It is further be noted that 26 are professionals and 8% govt. employee using MARUTHI SUZUKI cars.
Table 4.4
C MODEL OF VEHICLE
MODEL NUMBER OF RESPONDENTS
PERCENTAGE
Maruthi 800 3 6Maruthi Alto 25 50Swift 8 16Ritz 5 10Wagnor 2 4A Star 2 4Maruthi Ertiga 1 2Others 4 8Total 50 100
Chart 4.4
MODEL OF VEHICLE
MODELS
Maruthi 800Maruthi AltoSwift WagnorA StarMaruthi ErtigaRitzOthers
(Source: primary data)
INFERENCE:
A study to know about the which model cars used customer of KVR Auto cars and
from the response and analysis it is shows that almost 50% of respondents are
using MARUTHI ALTO car. It can further be noted that 16% and 10% are holding
MARUTHI SWIFT and MARUTHI RITZ respectively.
Table 4.4DURATION
DURATION NUMBER OF PERCENTAGE
RESPONDENTSBelow 6 month 2 46 month-1 year 11 221-3 year 20 403-5 year 9 18More than 5 year 8 16
C hart 4.5
DURATION
Below 6 month 6 month-1 year 1-3 year 3-5 year0
5
10
15
20
25
30
35
40
(Source: primary data)
INFERENCE:
Here we analysis is carried out to check how long a customer will stay in KVR
Auto cars and from the response and analysis it is found that almost 40% of the
respondents are there in between 1 to 3 year, 22% in between 6 months to 1 year,
18% in between 3 to 5 year, 16% are in more than 5 year, and 4% are below 6
months.
Table 4.6
OPINION ABOUT PRESENT PERFOMANCE OF VEHICLE
OPINION OF RESPONDENT
NUMBER OF RESPONDENTS
PERCENTAGE
Excellent 13 26Good 32 64Average 5 10Below Average 0 0
Chart 4.6
OPINION ABOUT PRESENT PERFOMANCE OF VEHICLE
0
10
20
30
40
50
60
70
PRESENT PERFOMANCE
Excellent Good Average Below average poor
(Source: primary data)
INFERENCE:
Here we are try to identify the customers opinion about the present performance of vehicle, we came to know that 64% of the customers are states good performance, 26% and 10% are says excellent and average respectively. None of them respondents have below average or poor performance.
Table 4.6
RATING THE PREFERENCE OF THE CAR
Chart 4.6
RATING THE PREFERENCE OF THE CAR
FACTORS NUMBER OF RESPONDENTS
PERCENTAGE
Price Highly satisfied 15 30satisfied 10 20Moderate 24 48Dissatisfied 1 2Highly Dissatisfied 0 0
Mileage Highly satisfied 25 50satisfied 7 14Moderate 16 32Dissatisfied 1 2Highly Dissatisfied 0 0
Engine capacity
Highly satisfied 20 40satisfied 17 34Moderate 13 26Dissatisfied 0 0Highly Dissatisfied 0 0
Space Highly satisfied 10 20satisfied 11 22Moderate 27 54Dissatisfied 1 2Highly Dissatisfied 0 0
Service Highly satisfied 30 60satisfied 5 10Moderate 12 24Dissatisfied 2 4Highly Dissatisfied 1 2
Comfort Highly satisfied 40 60satisfied 3 6Moderate 7 14Dissatisfied 0 0Highly Dissatisfied 0 0
Style Highly satisfied 24 48satisfied 12 24Moderate 14 28Dissatisfied 0 0Highly Dissatisfied 0 0
Brand Image Highly satisfied 30 60satisfied 10 20Moderate 10 20Dissatisfied 0 0Highly Dissatisfied 0 0
PRICE
MILEAGE
ENGINE C
APACITYSP
ACE
SERVICE
COMFORT
STYLE
BRAND IMAGE
0
10
20
30
40
50
60
70
HIGHLY SATISFIEDSATISFIEDMODERATEDISSATIFIEDHIGHLY DISSTIFIED
(Source: primary data)
INFERENCE:
Here we analysis is carried out to find out the customers rate of preference in
major factors of car. The table shows that they 60% of them highly satisfied in
service, comfort & brand image of their car. Only 2% of them highly
dissatisfied ,4% dissatisfied among their services.48% shows moderate opinion
about price of the MARUTHI car.2% people dissatisfied on price, mileage, space.
And also
Mileage and engine capacity shows highly satisfaction of 50%,40% respectively.
Table 4.7
OPINION ABOUT PRICE
OPINION OF RESPONDENT
NUMBER OF RESPONDENTS
PERCENTAGE
Excellent 12 26Good 32 62Average 5 10Below average 1 2Poor 0 0Total 50 100
Chart 4.7
OPINION ABOUT PRICE
ExcellentGood
AverageBelow average
Poor
0
10
20
30
40
50
60
70
Column1
(Source: primary data)
INFERENCE:
Here we analysis is carried out to find out the opinion about price.62% of respondent said that the price of MARUTHI is good and 26% express it is
excellent while the 5% said it is average,2%said below average. And also no one respond it has poor
Table 4.8
UNIQUE FEATURES COMPARED WITH COPETETORS
FEATURES NUMBER OF RESPONDENTS
PERCENTAGE
Customer relation management
10 20
Service quality 20 40Company image 16 32Comfort 1 2Others 3 6Total 50 100
Chart 4.8
UNIQUE FEATURES COMPARED WITH COPETETORS
Customer relation management
Service quality Company image comfort Others0
5
10
15
20
25
30
35
40
45
(Source: primary data)
INFERENCE:
The unique features when compared with competitors can be observed from the
table, 40% of the respondents have been noted “service quality” as the strong
feature of the company. 32% were favored for “company image” and 20% voted
for “customer relation management”. It can further be analyzed from the table, 2%
voted for “comfort” and remaining 6% were expressed other features.
Table 4.9
WORST FEATURES COMPARED WITH OTHER CARS
OPINION OF RESPONDENT
NUMBER OF RESPONDENTS
PERCENTAGE
Boot space 8 16
Pick up 0 0
Inside decoration 8 16
Irritating sound 0 0
Starting & side mirror 0 0
Not responding 29 58
Others 5 10
Total 50 100
chart 4.9
WORST FEATURES COMPARED WITH OTHER CARS
Boot space
Pick up
Inside d
ecorati
on
Irrita
ting sound
Starti
ng & sid
e mirr
or
Not resp
onding
Others0
10
20
30
40
50
60
70
(Source: primary data)
INFERENCE:
The above table shows that the worst features of MARUTHI, 16 % of the respondents noted “Boot space ” as the worst feature of the car. same percentage of customers also voted “inside decoration” by the respondents 10% complient for ” other features remaining 54% were opted as “not responding”.
Table 4.10
MARUTHI SUZUKI INNOVATIVE OR NOT
OPINION OF RESPONDENT
NUMBER OF RESPONDENTS
PERCENTAGE
Strongly Agree 21 42Agree 28 56
No opinion 0 0Strongly disagree 0 0
Disagree 1 2Total 50 100
Chart4.10
MARUTHI SUZUKI INNOVATIVE OR NOT
Strongly Agree agree
No opinionStrongly disagree Disagree
0
10
20
30
40
50
60
(Source: primary data)
INFERENCE:
Here we analysis conducted for the purpose to find out MARUTHI SUZUKI is a
innovator or not. They produce wide verity of product. From this analysis we came to
know that 42% of the respondents are strongly agreed it, 46% of the respondent agreed
only2% disagreed it.
Table 4.11
CUSTOMER CONVIENT ABOUT THEIR TECHNOLOGY
OPINION OF RESPONDENT
NUMBER OF RESPONDENTS
PERCENTAGE
High 36 72Average 12 24
Low 2 4Total 50 100
Chart 4.11
CUSTOMER CONVIENT ABOUT THEIR TECHNOLOGY
01020304050607080
High
Average
Low
(Source: primary data)
INFERENCE:
From this table clear that 72% highly convenient about their technology.24% respond that MARUTHI technology average and remaining 4% MARUTHI technology is less convenient.
Table 4.12
THROUGH WHICH MEDIA CUSTOMERS COMES TO KNOW ABOUT KVR
OPINION OF RESPONDENT
NUMBER OF RESPONDENTS
PERCENTAGE
Pop up materials 7 14Bill board 0 0Print media 5 10Word of mouth 13 26Visual media 6 12Demos and stalls 5 10Friends and relatives 14 28Total 0 0
Chart 4.12
THROUGH WHICH MEDIA CUSTOMERS COMES TO KNOW ABOUT KVR
14%
10%
26%12%
10%
28%
Pop up materials Bill board Print media Word of mouthVisual media Demos and stalls Friends and relatives
(Source: primary data)
INFERENCE:
An attempt was done to know about the medias which are used for advertisement by KVR Auto cars to increase its sales, and from the response and analysis it is found that almost 28% of the respondents are know about this company through
Friends and relatives and also 26% word of mouth, 14% of the people know through pop up material print media,12% of the people know from visual media, 10% from pop up material and demos and stalls. No one from bill boards.
Table 4.13
THE FACTORS COCIDERD WHILE SELECTING THE DEALER
FACTORS NUMBER OF RESPONDENTS
PERCENTAGE
Goodwill 20 40After sales service 10 20Accessibility 17 34Others 3 6Total 50 100
Table 4.13
THE FACTORS COCIDERD WHILE SELECTING THE DEALER
GoodwillAfter sales serviceAccessibilityothers
(Source: primary data)
INFERENCE:
Here we analysis the various factors which are considered by customers while selecting a dealer from the response and analysis it is found that almost 40% of the respondents are consider goodwill of the company as the most important factor while 34% consider Accessibility, 20% consider after sales service, and the rest 6% will consider the other factors.
Table 40
RATING OF SHOW ROOM FACILTIES
FACTORS NUMBER OF RESPONDENTS PERCENTAGE
Excellent
Good
Fair Poor Very poor
a) Convenience of the dealership’s location b) Visibility of exterior sign boards
c) Availability of parking d) Appearance of the showroom e) Display of accessories f) Comfort of the showroom (e.g. seating, space) g) Convenience of working hours
Chart 40
SHOW ROOM FACILTIES
Table 4.15
INDICATE AGEEMENT AND DISAGREEMENT OF STATEMENTS
Table 4.15
INDICATE AGEEMENT AND DISAGREEMENT OF STATEMENTS
Table 4.16
DEALERS PERFOMANCE AND EXPECTED PERFOMANCE
OPINION NUMBER OF RESPONDENTS
PERCENTAGE
Unknown or irrelevant 6 12Totally satisfied 29 58Neither satisfied or Dissatisfied
15 30
Totally dissatisfied 0 0Total 50 100
Chart4.16
DEALERS PERFOMANCE AND EXPECTED PERFOMANCE
Unknown or irrelevant12%
Totally satisfied58%
Neither satisfied or Dissatisfied
30%
(Source: primary data)
INFERENCE:
This study was conducted to know about the satisfaction level of customers in KVR Auto cars, conduct Comparative study between the actual performance and expected performance. It results 58%of them customers are satisfied and 30% neither satisfied or dissatisfied with their performance.12 % said that it is unknown or irrelevant and no one dissatisfied with their performance.
Table 4.17
RATE OVERALL PERFOMANCE OF KVR
OPINION NUMBER OF RESPONDENTS
PERCENTAGE
Chart 4.17
RATE OVERALL PERFOMANCE OF KVR
Table 4.18
REMEMBERENCE OF MARUTHI SUZUKI LOGO
OPINION NUMBER OF RESPONDENTS
PERCENTAGE
Yes 25 50No 25 50Total 50 100
Table 4.18
REMEMBERENCE OF MARUTHI SUZUKI LOGO
Yes No
(Source: primary data)
INFERENCE:
This is the study conducted for checking the corporate identity of MARUTHI SUZUKI. 50% people remember the logo and egul persons not identify the logo.
Table 4.19
IF REMEMBERED, RECOLLECTION OF COLOUR
COLOUR NUMBER OF RESPONDENTS
PERCENTAGE
Red & Black 1 4Yellow 0 0Blue & Red 20 80White 3 12Others 1 4Total 25 100
Table 4.19
IF REMEMBERED, RECOLLECTION OF COLOUR
Red & Black Yellow Blue & Red White Others0
10
20
30
40
50
60
70
80
(Source: primary data)
INFERENCE:
In this table shows that 80% of peoples rememberd original colour of MARUTHI SUZUKI.Other 20% said that it is red & black,yellow,white,etc…
Table 4.20
SECOND PURSCHASE PREFERENCE
CARS NUMBER OF RESPONDENTS PERCENTAGE
COMPANY MODEL
Maruthi Alto 6 12Ertiga 5 10Swift 5 10ritz 7 14
Ford 3 6Toyoto Innova 13 26Hundai I 10 5 10Nisan sunny 1 2Tata Nano 2 4
Indica 1 2Others 2 4Total 50 100
Chart 4.20
SECOND PURSCHASE PREFERENCE
Maru
thi Alto
Maru
thi Erti
ga
Maru
thi Swift
Maru
thi ritz
Ford
Toyo
to Innova
HundaiI 10
Nisan su
nny
Nano
Indica
Others
0
5
10
15
20
25
30
Sales
(Source: primary data)
INFERENCE:
Here the study was done to know about the secondpurchase preference
ofcustomers. Among the respondent 46% stick on Maruthi, 26% prefers Toyoto
Innova. 10% prefers hundai,6 % prefers Tata.Remaining prefers other companies.
Table 4.21
RECOMMENTED TO BUY OTHERS
NUMBER OF RESPONDENTS
PERCENTAGE
Yes, always 34 68Yes, maybe 10 20No opinion 6 12No never 0 0Total 50 100
chart 4.21
RECOMMENTED TO BUY OTHERS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No neverNo opinionYes, maybeYes, always
(Source: primary data)
INFERENCE:
It can be analyzed from the table, 68% of respondents were always
recommended to buy from KVR Autocar to someone else and 20% were may
be recommended , 12% has no opinion. No one said never recommended to
others.
CHI-SQURE TEST & CORRELATION
Chi- Square Test
Association of attributes using x2
Attributes Calculated x2
Values
Degrees of
Freedom
Level of
significant
Table value Result
CRM&CS 13.47153209 4 5% 9.488 There is
relationship
Table value of Chi- square for 4 degrees of freedom, at 0.05 level of significance is
9.488
Since the calculated value is > table value, we reject the null hypothesis
That means: There is significant relation between satisfaction level of the
customers and Customer Relationship maintained by the company.
CHAPTER 6
FINDINGS, SUGGESTIONS & CONCLUSION
6.1 FINDING
FINDINGS
6.2 .suggestion
SUGGESTIONS
CONCLUSION
KVR auto cars pvt ltd is one of the leading maruthi Suzuki dealers in India and
also it offers 24 hours customer service, It is one of the major factor that leads to
increased satisfaction and by reducing the customer problems and increase sales.
They mostly concentrated on services like Maruti finance, Maruti insurance,
Maruti true value, Maruti body shop, Maruti junior accessories, Maruti service
center, stockyard 360 vehicles at a time.KVR auto cars deals with a wide verity of
maruti Suzuki cars. Maruti Suzuki was the first company in India to mass-produce
and sell more than a million cars. It is largely credited for having brought in an
automobile revolution to India. Maruti Suzuki has 933 dealerships across 666
towns and cities in all states and union territories of India. The study entitled the
problem that to find out the dealers performance in building corporate image.
Dealers performance is depend upon the efficiency of quality service and sales
provided. It leads to consumer performance, so it help to know about special
quality service provided by them
The main aim of the project is to find out how to affect dealers performance for
building Corporate image. This was done using a detailed questionnaire. All the
samples taken for the study was aware about KVR AUTOCARS, because of the
quality service, and customer relationship maintained by them in the company, that
help the company to compete with the other organization in the same industry and
it leads build corporate image
This analysis shows that all the customers are aware about KVR Autocars. They
are very happy with the service quality provided by the company, So the company
have goodwill in the midst of the soceity. And it also leads to create corporate
image
Annexure &
BIBLIOGRAPHY