1

A

PROJECT REPORT

OF

“An Study Of Customer Relationship Management @ Perfect Automobiles

Rajkot”

FOR

“Maruti Suzuki India PVT. LTD.”

Submitted to

Marwadi Education Foundation’s Group of Institutions

In partial fulfilment of the requirement of the award for the degree of

Master of Business Administration

Under

Gujarat Technological University

Under the guidance of

Faculty Guide: Company Guide:

Prof. Pratik Joshi Mr. Nikhil Siddhpura

(Assistant Professor) (Training Manager)

Submitted by

Oza Santosh Hareshbhai

(138280592035)

MBA Semester III

Marwadi Education Foundation’s Group of Institutions

MBA Program Affiliated to Gujarat Technological University Ahmedabad

July 2014

A-PDF Merger DEMO : Purchase from www.A-PDF.com to remove the watermark

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STUDENT DECLARATION

I OZA SANTOSH HARESHBHAI, hereby declare that the report for summer

training project entitled “ THE STUDY OF CUSTOMER RELATIONSHIP

MANAGEMENT OF MARUTISUZUKI AT PERFECT AUTOMOBILES RAJKOT ”

is a result of my own work and my indebtedness to other work publications,

references, if any, have been duly acknowledged.

Place: Student signature

Date: Name of the student

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PREFACE / EXECUTIVE SUMMARY

Summer Training is an integral part of MASTER IN BUSINESS

ADMINISTRATION (MBA).As a part of the curriculum student are required to

undergo 45 days training with reputed organization to learn the daily activity

and if possible help the management study and address some identified issue

associated with some specific engagement area.

The main purpose of the training is to get exposure to the functioning of the

organization. Maruti Suzuki was promoted in the 1970. Indira Gandhi’s son

Sanjay Gandhi was the managing director. It is a professionally managed and

well establishes company enjoying the confidence of consumers because of

its superior quality product and excellent customer services.

Maruti Suzuki is a company, which believes in providing quality. Due to these

features I did my summer internship in Maruti Suzuki with the aim of getting

exposure to the functioning of the organization.

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ACKNOWLEDGEMENT

My Special Thanks and gratitude to CEO, of PERFECT automobiles for his

generosity, cooperation and superb guidance that helped me in completion of my

project report.

I am also thankful to my company Guide, Mr. Nikhil Siddhpura (Training manager) of

PERFECT automobiles & my institute guide Prof. Pratik Joshi, for their

encouragement and motivation which was a great source of inspiration.

I am extremely grateful to Mr. Kamal Modha (Customer care Manager) and the

entire staff of PERFECT automobiles for their cooperation and generosity. Their

experience helped me a lot in doing my project.

Santosh H.oza

MBA II (Marketing)

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INDEX

Sr. No. Particular

Part I General Information

1 Industry Overview

1.1 Industry profile

1.2 Comparison of market share

1.3 Indian market players

2 Company Overview/general information

2.1 Quick Facts

2.2 Milestone of development

2.3 Company Profile

2.4 Facilities

2.5 Board of Directors

2.6 Product profile

2.7 Departmental overview

2.8 Key success Factor

2.9 Major competitors

2.10 SWOT analysis

Part II Research Work

3 Introduction of the study

3.1 Rationale for the study

3.2 Objective of the study

3.3 Introduction to CRM

3.4 Literature Review

4 Research Methodology

4.1 Steps of Research

4.2 Types of Research

5 Analysis and interpretation of data

6 Result and findings

7 Limitation

8 Conclusion & Recommendation

9 Bibliography

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1. Industry

Overview

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1.1 INDUSTRY PROFILE

Maruti Suzuki India Limited

Type Public

Traded as BSE: 532500

NSE: MARUTI

BSE SENSEX Constituent

Industry Automotive

Predecessor(s) Maruti Udyog Limited

Founded 1981

Headquarters New Delhi, India

Key people R. C. Bhargava (Chairman)

Kenichi Ayukawa (CEO & MD)

Products Automobiles

Revenue 43272 crore (US$7.3 billion) (2013-14)

Net income 2469 crore (US$410 million) (2013-14)

Employees 6,903 (2011)

Parent Suzuki

Website www.marutisuzuki.com

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1.2 COMPARISON OF MARKET SHARE

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1.3 INDIAN MARKET PLAYERS

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2. Company

Overview

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2.1 QUICK FACTS

Year of Establishment February 1981

Vision "The Leader in The Indian Automobile

Industry, Creating Customer Delight

and Shareholder's Wealth; A pride of

India."

Industry Automotive - Four Wheelers

Listings & its codes BSE - Code: 532500

NSE - Code: MARUTI

Bloomberg: MUL@IN

Reuter: MRTI.BO

Joint Venture With Suzuki Motor Company, now

Suzuki Motor Corporation, of Japan in

October 1982.

Registered & Corporate Office 11th Floor, Jeevan Prakash

25, Kasturba Gandhi Marg

New Delhi - 110001, India

Tel.: +(91)-(11)-23316831 (10 lines)

Fax: +(91)-(11)-23318754, 23713575

Telex: 031-65029 MUL IN

Works Palam Gurgaon Road

Gurgaon -122015

Haryana, India

Tel.: +(91)-(124)-2340341-5,

2341341-5

Website www.marutiudyog.com

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2.2 MILESTONE OF DEVELOPMENT

1981

Maruti Udyog Ltd. was incorporated.

1982 Steped into a JV with SMC of Japan.

1983 Maruti 800, a 796 cc hatchback, India's first affordable car was

produced.

1984 Installed capacity reached 40,000 units. Omni, a 796 cc MUV was in production.

1985 Launch of Maruti Gypsy (970cc, 4WD off-road vehicle).

1986 Produced 100,000 vehicles (cumulative production).

1987 Exported first lot of 500 cars to Hungary.

1988 Installed capacity increased to 100,000 units.

1992 SMC increases its stake to 50 per cent.

1994 Produced the 1 millionth vehicle since the commencement of production.

1995 Second plant launched, the installed capacity reached 200,000 units.

1996 Launch of 24-hour emergency on-road vehicle service.

1997 Produced the 2 millionth vehicle since the commencement of production.

1998 Launch of website as part of CRM initiatives.

1999 Launch of Maruti - Suzuki innovative traffic beat in Delhi and Chennai as social initiatives.

2000 IDTR (Institute of Driving Training and Research) launched

jointly with Delhi government to promote safe driving habits.

2001 Launch of customer information centers in Hyderabad, Bangalore, and Chennai.

2002 SMC increases its stake to 54.2 per cent. Launch of Maruti Finance with 10 finance companies in

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Mumbai. Start of Maruti True value in Mumbai.

2003 Production of 4 millionth vehicle. Listed on BSE and NSE after a public issue oversubscribed 10

times.

2004 Maruti closed the financial year 2003-04 with an annual sale of 472122 units, the highest ever since the company began operations 20 years ago.

2005 The fiftieth lakh car rolls out in April, 2005.

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2.3 COMPANY PROFILE

Maruti Suzuki is one of India's leading automobile manufacturers 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 Indian government held an initial

public offering of 25% of the company in June 2003. As of May 10, 2007, Govt. of

India sold its complete share to Indian financial institutions. With this, Govt. of India

no longer has 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 key 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 has produced over 5 Million vehicles.

Marutis are sold in India and various several other countries, depending upon export

orders. Cars similar to Marutis (but not manufactured by Maruti Udyog) are sold by

Suzuki and manufactured in Pakistan and other South Asian countries. Its

manufacturing facilities are located at two facilities Gurgaon and Manesar south of

New Delhi. Maruti’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. During 2012-13, Maruti Suzuki sold 764,842 cars, of which 53,024 were

exported. Maruti Suzuki offers 13 models, Maruti 800, Omni, Alto, Versa, Ritz,

Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara.

Swift, Swift dzire, A star and SX4 are maufactured in Manesar, Grand Vitara is

imported from Japan as a completely built unit (CBU), remaining all models are

manufactured in Maruti Suzuki's Gurgaon Plant.

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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. More than half the

number of cars sold in India wear a Maruti Suzuki badge. We are a subsidiary of

Suzuki Motor Corporation Japan. We offer full range of cars- from entry level Maruti

800 & Alto to stylish hatchback Ritz, A star, Swift, Wagon R, Estillo and sedans

DZire, SX4 and Sports Utility vehicle Grand Vitara.

Since inception, we have produced and sold over 7.5 million vehicles in India and

exported over 500,000 units to Europe and other countries. Our turnover for the

fiscal 2008-09 stood at Rs. 203,583 Million & Profit After Tax at Rs. 12,187 Million.

Sales figure in the year 1993 has reached up to 1,96,820. Maruti comes in a variety

of models in the 800 segment. Its cars operate on Japanese technology, pliable to

Indian conditions and Indian car users. By the year 1998-99, the company has

modernize the existing facilities and expand its capacity by 1,00,000 units.

Recently to ward off the growing competition, Maruti has completed Rs. 4 billion

expansion project at the current site, which has raised the total production capacity

to over 3,20,000 vehicles per annum. With the coming of each and every year, the

total production of the company exceed by 4,00,000 vehicles.

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MISSION

An Organization’s mission is the purpose or reason for the organization’s existence,

means, what the company is providing to society.

“Maruti seeks to create a more prosperous society through automotive

manufacturing”

Mission critical attitude and fiscal prudence has been a way of life within Maruti,

good or bad times notwithstanding. And what has fuelled this over the last 18 months

is the Japanese major's 3-G philosophy pushed by Nakanishi, which he refers to as

'going back to basics'. "Arm chair management doesn't help," says Nakanishi. Genba

(go to actual spot), Genjitsu (see what's happening) and Gembutsu (identify actual

problem) have laid down the framework for Maruti in its 3-year rolling plan till 2010-

11. Maruti’s fundamental mission is to contribute to people’s lifestyles, society, and

the economy through automotive manufacturing. In upholding this mission, we have

always focused on the future of the automobile industry when deciding how best to

position our company.

VISION

While the global economy is deep in the recession roil and its tremors being felt in

India, the country's largest automaker seems unfazed, What is helping Maruti today,

is the company's ability to constantly innovate even beyond product ,so the

company’s vision is “We have to ensure that any disruption in the environment

doesn't jeopardize your market position. If we say this vision in one line then it is

“Maruti’s aims to achieve long-term, stable growth in harmony with the

environment, the global economy, the local communities it serves, and its

stakeholders”.

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2.4 FACILITIES

Maruti Suzuki has two state-of-the-art manufacturing facilities in India. The first

facility is at Gurgaon spread over 300 acres and the other facility is at Manesar,

spread over 600 acres in North India.

The Gurgaon facility

Maruti Suzuki's facility in Gurgoan houses three fully integrated plants. While the

three plants have a total installed capacity of 350,000 cars per year, several

productivity improvements or shop floor Kaizens over the years have enabled the

company to manufacture nearly 700,000 cars/ annum at the Gurgaon facilities.The

entire facility is equipped with more than 150 robots, out of which 71 have been

developed in-house. More than 50 per cent of our shop floor employees have been

trained in Japan. Our Gurgaon facility also houses `K' Engine plant. The `K' family

engine plant has an installed annual capacity of 240,000 engines and was

commissioned in 2008.

Spread over an area of 20,300 m2, the `K' family engine facility is part of the Rs

9,000 crore investment plan drawn by Maruti Suzuki and Suzuki Motor Corporation.

The next generation `K'engine like all Maruti Suzuki earlier technologies is highly fuel

efficient, while offering the best in refinement and performance.It will take the engine

technology to the next level in India. A-Star is the first car to be powered by `K' family

engine. The forthcoming models will be powered by other `K' family engines The in-

line plant layout consisting of Casting, Machining and Assembly processes has high

level of automation, effective material handling and inventory reduction techniques in

place, aimed for high operational efficiency.

The facility employs global manufacturing best practices like cold testing, 100% on

line automated checks to ensure global quality.

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The Manesar facility

Our Manesar facility has been made to suit Suzuki Motor Corporation (SMC) and

Maruti Suzuki India Limited's (MSIL) global ambitions. The plant was inaugurated in

February 2007. At present the plant rolls out World Strategic Models Swift , A-star &

SX4 and DZire.The plant has several in-built systems and mechanisms. There is a

high degree of automation and robotic control in the press shop, weld shop and paint

shop to carry on manufacturing work with acute precision and high quality.

The plant is designed to be flexible: diverse car models can be made here

conveniently owing to automatic tool changers, centralized weld control system and

numerical control machines that ensure high quality. The plant at Manesar is the

company's fourth car assembly plant and started with an initial capacity of 100,000

cars per year. This will be scaled up to 300,000 cars per year by October 2008.

Diesel Engine Plant- Suzuki Powertrain India Limited

Suzuki Powertrain India Limited the diesel engine plant at Manesar is SMC's &

Maruti's first and perhaps the only plant designed to produce world class diesel

engine and transmissions for cars. The plant is under a joint venture company,

called Suzuki Powertrain India Limited (SPIL) in which SMC holds 70 per cent equity

the rest is held by MSIL.

This facility has an initial capacity to manufacture 100,000 diesel engines a year.

This will be scaled up to 300,000 engines/annum by 2010.

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Road Safety And Maruti Suzuki

Maruti Suzuki has already trained around 450,000 persons in safe driving in the last

few years. Through the National Road Safety Mission, the company plans to touch a

total of million persons in the next few years.

Maruti Suzuki contributes towards road safety through its IDTR and MDS initiatives.

National Road Safety

Taking forward its commitment to Road Safety, Maruti Suzuki has adopted a

National Road Safety Mission.

Under the mission Maruti Suzuki will Train 500,000 people in safe driving in

the next 3 years across India.

While utilizing the existing 2 Institutes of Driving Training and Research

(IDTR) in Delhi and the 50 Maruti Driving Schools (MDS) across the country

the company will enter into partnerships with state governments for more

IDTRs and with its dealers for more MDS.

Of the 500,000 people to be trained, at least 100,000 will be people from

Underprivileged section of society, who are keen to take driving as a

profession.

In addition, Maruti Suzuki will continue to support to government and industry

in their efforts for road safety.

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2.5 BOARD OF DIRECTORS

Mr. R. C. Bhargava Mr. Shinzo Nakanishi Mr. Manvinder Singh Banga

Chairman Managing Director and CEO Director

Mr. Amal Ganguli Mr. D. S. Brar Mr. Keiichi Asai

Director Director Director

Mr. Osamu Suzuki Mr. Shuji Oishi Ms. Pallavi Shroff

Director Director Director

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Mr. Kenichi Ayukawa Mr. Tsuneo Ohashi

Director Director and Managing Executive Officer

(Production)

As a responsible corporate citizen, Maruti Suzuki India Limited ('Maruti' or "the

Company") has always believed in following highest standards of Corporate

Governance. Being a listed Company, every act of the Company, its Board Members

and its employees is the focus of public attention and accordingly, there is a need to

reinforce Maruti's commitment towards maintaining highest standards of Corporate

Governance. This Code of Business Conduct and Ethics ("Code of Conduct" or

"Code") helps ensure compliance with our standards of business conduct & ethics

and also with regulatory requirements. All Senior Management Personnel are

expected to read and understand this Code of Business Conduct and Ethics, uphold

these standards in day-to-day activities and also comply with all applicable

standards, policies and procedures of the company. This policy should be read in

conjunction with applicable regulations & existing policies & procedures of the

Company. You can also contact the Secretarial & Legal Department if you have any

questions or clarifications.

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2.6 PRODUCT PROFILE

Car Model Ex-Showroom Price (New Delhi)

Maruti Suzuki Alto 800

2.38 - 3.49 lakhs

Maruti Suzuki Omni

2.41 - 2.47 lakhs

Maruti Suzuki Eeco

2.98 - 3.98 lakhs

Maruti Suzuki Alto K10

3.15 - 3.28 lakhs

Maruti Suzuki Estilo

3.38 - 4.25 lakhs

Maruti Suzuki Wagon R 1.0

3.49 - 4.34 lakhs

Maruti Suzuki A-Star

3.72 - 4.58 lakhs

Maruti Suzuki Celerio

3.76 - 4.79 lakhs

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Maruti Suzuki Stingray

4.01 - 4.56 lakhs

Maruti Suzuki Ritz

4.23 - 6.16 lakhs

Maruti Suzuki Swift

4.42 - 6.71 lakhs

Maruti Suzuki Swift DZire

4.85 - 7.32 lakhs

Maruti Suzuki Gypsy

5.42 - 5.79 lakhs

Maruti Suzuki Ertiga

5.80 - 8.49 lakhs

Maruti Suzuki SX4

7.15 - 9.54 lakhs

Maruti Suzuki Kizashi 16.53 - 17.53 lakhs

Maruti Suzuki Grand Vitara

22.68 - 24.61 lakhs

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DEPARTMENTAL OVERVIEW

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2.8 KEY SUCCESS FACTOR

The Quality Advantage

Maruti Suzuki owners experience fewer problems with their vehicles than any other

car manufacturer in India (J.D. Power IQS Study 2004). The Alto was chosen No.1 in

the premium compact car segment and the Esteem in the entry level mid - size car

segment across 9 parameters.

A Buying Experience like No Other

Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189

cities, with a workforce of over 6000 trained sales personnel to guide MUL

customers in finding the right car.

Quality Service across 1036 Cities

In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest across all 7

parameters: least problems experienced with vehicle serviced, highest service

quality, best in-service experience, best service delivery, best service advisor

experience, most user-friendly service and best service initiation experience.92% of

Maruti Suzuki owners feel that work gets done right the first time during service. The

J.D. Power CSI study 2004 also reveals that 97% of Maruti Suzuki owners would

probably recommend the same make of vehicle, while 90% owners would probably

repurchase the same make of vehicle.

One Stop Shop

At Maruti Suzuki, customers will find all car related needs met less than one roof.

Whether it is easy finance, insurance, fleet management services, exchange- Maruti

Suzuki is set to provide a single-window solution for all car related needs.

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The Low Cost Maintenance Advantage

The acquisition cost is unfortunately not the only cost customers face when buying a

car. Although a car may be affordable to buy, it may not necessarily be affordable to

maintain, as some of its regularly used spare parts may be priced quite steeply. Not

so in the case of a Maruti Suzuki. It is in the economy segment that the affordability

of spares is most competitive, and it is here where Maruti Suzuki shines.

Lowest Cost of Ownership

The highest satisfaction ratings with regard to cost of ownership among all models

are all Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and Omni.

Technological Advantage

It has introduced the superior 16 * 4 Hypertech engines across the entire Maruti

Suzuki range. This new technology harnesses the power of a brainy 16-bit computer

to a fuel-efficient 4-valve engine to create optimum engine delivery. This means

every Maruti Suzuki owner gets the ideal combination of power and performance

from his car.

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MAJOR COMPETITORS

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SWOT ANALYSIS

Consists of analysis of internal environment (Strength and weakness) and external

environments (Opportunity and Threat).

STRENGTH:

Contemporary technology. Japanese Management practices (that had captured

Japan over USA to the status of top Auto manufacturing country in the world

Early mover advantages. Recruitment is done in very tedious manner

ensuring talent and best professionals, working culture, after sale services,

distribution, and diversification, Sell directly to consumers, and Keep costs below

competitors’ costs.

WEAKNESS:

Still depends upon SUZUKI COPORATION, Japan For tech. support, 10%

components are manufactured outside India. Though MUL has launched luxury cars

as well it’s still considered as poor man’s brand. Diversification is not

supported with all India presence of Manufacturing Units. Bureaucracy,

Technological disadvantages, Decades of isolation, inertia and subservience to the

whims of government bureaucrats have made MUL unaccustomed to international

standards or keen competitors No strong relationships with computer retailers

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OPPORTUNITY:

First company to roll out suitably designed cars before 2008 as per Govt.’s Proposal

of new ethanol (renewable)

mixed fuel. Other companies’ lacks economy of scale, so market is still open.

Importing new technology is controlled by Govt. so there is plenty of untapped

market and with increase in Income scale, Demand is rising. Consumer desire for

one-stop shopping Consumers know what they want to buy Internet could be a

powerful marketing tool.

THREAT:

Numbers of new Technology driven players and manufactures are in market. Govt

.reducing support and cutting down the Gas supply quota. (TOI, New Delhi, 11th

june, 07).Competitors have stronger brand names Competitors have strong

relationships with computer retailers.

LIMITATION

1. The consumers were not amicable in giving their views.

2. Illiteracy was the biggest problem with the consumers to give answers of

open-ended questions.

3. Lack of direct communication with sales manager regarding project work.

4. Unsuitability of time.

5. The sample size taken may not be a true representative of the population.

6. The consumers and retailers may not be forth coming in their replies.

7. Limitation regarding secondary data it was extremely difficult to get their

relevant material for this purpose.

8. Information was confidential

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3. Introduction of

the study

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3.1 RATIONALE FOR THE STUDY

In today’s intensely competitive, rapidly changing and highly complex

environment characterize by diminishing customer loyalty, the need to be market –

focused and customer centric is more critical than any other time in past. It is highly

imperative for every organization to retain and use valuable information about their

customer to enhance their business strategies and product and service offerings.

Today, the key focus area of much organization is identification of a link between

customer satisfaction and performance. However, satisfaction as the confirmation of

expectation has started to be conceptualizing almost as a threshold for customers.

The delivery of satisfaction is the minimum the customer expects.

After completing the primary formalities for vocational training, the approach

followed for the project was by .having debatable discussion on various topics with

the project guide, and keeping in mind the total time duration 8 weeks, the project

title “Study of the Customer Relationship Management for PERFECT

automobiles Rajkot” was decided. Primarily, the researcher was given some

random idea about this project at PERFECT automobiles. After having very basic

understanding about it’s objective and it’s importance in the organization, helped in

understanding the project better so as to make platform for analysis.

The objective behind making this project is to have the knowledge of the practices

of Maruti Services by the Marketing Department. Maruti Suzuki India Limited 50%

smaller, fewer, lighter and more beautiful. style and design quotient (formerly Maruti

Udyog Limited), a subsidiary of Suzuki Motor Corporation of Japan, is India's largest

passenger car company, accounting for over of the domestic car market. From its

very inception,Maruti Suzuki has brought to India,a simple yet powerful apanese

philosophy The benefits of product quality, safety and cost consciousness have

been fused and filliped in order to present the Indian populace with cars high on the

. The extreme relevance of our brands in the Indian car arena, in beat with the

lifestyles and desires of our changing nation has made us the market favourites, for

over two decades. Gaining ground from strength to strength, we are inspirited now

more than ever,to push boundaries and conquer new horizons.

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3.2 OBJECTIVE OF THE STUDY

INTRODUCTION TO CRM

Project Title:

Study of the Customer Relationship Management for MARUTI SUZUKI @

PERFECT Automobiles Rajkot

Objective of project:

Primary objective:

To study the customer awareness about Maruti Suzuki, & PERFECT

Automobiles.

To enhance the sale of Maruti Suzuki in the showroom.

Secondary objectives

To analyze the customer buying behavior.

To find out the satisfaction level of the customers at PERFECT automobiles

showroom.

To study the effect of event and promotion.

To make various suggestion on the improvement of the PERFECT

automobiles.

Scopes:

Study is restricted to various parts of Rajkot which include: other dealer’s

show room.

The scope of the study is restricted to Customer Relationship Management

only.

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C.R.M

Customer relationship management (CRM) consists of the processes a company

uses to track and organize its contacts with its current and prospective customers.

CRM software is used to support these processes; information about customers and

customer interactions can be entered, stored and accessed by employees in

different company departments. Typical CRM goals are to improve services provided

to customers, and to use customer contact information for targeted marketing.

While the term CRM generally refers to a software-based approach to handling

customer relationships, most CRM software vendors stress that a successful CRM

effort requires a holistic approach. CRM initiatives often fail because implementation

was limited to software installation, without providing the context, support and

understanding for employees to learn, and take full advantage of the information

systems. CRM tools should be implemented "only after a well-devised strategy and

operational plan are put in place". CRM can be implemented without major

investments in software, but software is often necessary to explore the full benefits of

a CRM strategy. Other problems occur when failing to think of sales as the output of

a process that itself needs to be studied and taken into account when planning

automation. From the outside, customers interacting with a company perceive the

business as a single entity, despite often interacting with a number of employees in

different roles and departments. CRM is a combination of policies, processes, and

strategies implemented by an organization to unify its customer interactions and

provide a means to track customer information. It involves the use of technology in

attracting new and profitable customers, while forming tighter bonds with existing

ones.

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CRM includes many aspects which relate directly to one another:

Front office operations — Direct interaction with customers, e.g. face to face

meetings, phone calls, e-mail, online services etc.

Back office operations — Operations that ultimately affect the activities of

the front office (e.g., billing, maintenance, planning, marketing, advertising,

finance, manufacturing, etc.)

Business relationships — Interaction with other companies and partners,

such as suppliers/vendors and retail outlets/distributors, industry networks

(lobbying groups, trade associations). This external network supports front

and back office activities.

Analysis — Key CRM data can be analyzed in order to plan target-marketing

campaigns, conceive business strategies, and judge the success of CRM

activities (e.g., market share, number and types of customers, revenue,

profitability).

Proponents of CRM software claim that it doesn't only allow more effective ways of

managing customer relationships, but also more customer-centric ways of doing

business. Executives often cite the need for the proper tools as a barrier to delivering

the experience their customers expect. A 2009 study of over 860 corporate

executives revealed only 39% believe that their employees have tools and authority

to solve customer problems.

Types/variations of CRM

There are several different approaches to CRM, with different software packages

focusing on different aspects. In general, Customer Service, Campaign Management

and Sales Force Automation (SFA) form the core of the system (with SFA being the

most popular)

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Operational CRM

Operational CRM provides support to "front office" business processes, e.g. to sales,

marketing and service staff. Interactions with customers are generally stored in

customers' contact histories, and staff can retrieve customer information as

necessary. The contact history provides staff members with immediate access to

important information on the customer (products owned, prior support calls etc.),

eliminating the need to individually obtain this information directly from the customer.

Reaching to the customer at right time at right place is preferable. Operational CRM

processes customer data for a variety of purposes:

Managing campaigns

Enterprise Marketing Automation

Sales Force Automation

Sales Management System

Analytical CRM

Analytical CRM analyzes customer data for a variety of purposes:

Designing and executing targeted marketing campaigns

Designing and executing campaigns, e.g. customer acquisition, cross-selling,

up-selling, addon-selling

Analyzing customer behavior in order to make decisions relating to products

and services (e.g. pricing, product development)

Management information system (e.g. financial forecasting and customer

profitability analysis)

Analytical CRM generally makes heavy use of data mining and other techniques

to produce useful results for decision-making. It is at the analytical stage that the

importance of fully integrated CRM software becomes most apparent. Logically

speaking, the more information that the analytical software has available for

analysis, the better its predictions and recommendations will be.

40

Sales Intelligence CRM

Sales Intelligence CRM is similar to Analytical CRM, but is intended as a more direct

sales tool. Features include alerts sent to sales staff regarding:

Cross-selling/Up-selling/Switch-selling opportunities

Customer drift

Sales performance

Customer trends

Customer margins

Customer alignment

Campaign Management

Campaign management combines elements of Operational and Analytical CRM.

Campaign management functions include:

Target groups formed from the client base according to selected criteria

Sending campaign-related material (e.g. on special offers) to selected

recipients using various channels (e.g. e-mail, telephone, SMS, post)

Tracking, storing, and analyzing campaign statistics, including tracking

responses and analyzing trends

Collaborative CRM

Collaborative CRM covers aspects of a company's dealings with customers that are

handled by various departments within a company, such as sales, technical support

and marketing. Staff members from different departments can share information

collected when interacting with customers. For example, feedback received by

customer support agents can provide other staff members with information on the

services and features requested by customers. Collaborative CRM's ultimate goal is

to use information collected by all departments to improve the quality of services

provided by the company. CRM also plays a role of data distributor within customers,

producers and partners. Producers can use CRM information to develop products or

find new market. CRM facilitates communication between customers, suppliers and

partner by using new information system such email, link and data bank.

41

Consumer Relationship CRM

Consumer Relationship System (CRS) covers aspects of a company's dealing with

customers handled by the Consumer Affairs and Customer Relations contact centers

within a company. Representatives handle in-bound contact from anonymous

consumers and customers. Early warnings can be issued regarding product issues

(e.g. item recalls) and current consumer sentiment can be tracked (voice of the

customer).

Strategy

Several CRM software packages are available, and they vary in their approach to

CRM. However, as mentioned above, CRM is not just a technology but rather a

comprehensive, customer-centric approach to an organization's philosophy of

dealing with its customers. This includes policies and processes, front-of-house

customer service, employee training, marketing, systems and information

management. Hence, it is important that any CRM implementation considerations

stretch beyond technology toward the broader organizational requirements.

Implementation issues

Many CRM project "failures" are also related to data quality and availability. Data

cleaning is a major issue. If a company's CRM strategy is to track life-cycle

revenues, costs, margins, and interactions between individual customers, this must

be reflected in all business processes. Data must be extracted from multiple sources

(e.g., departmental/divisional databases such as sales, manufacturing, supply chain,

logistics, finance, service etc.), which requires an integrated, comprehensive system

in place with well-defined structures and high data quality. Data from other systems

can be transferred to CRM systems using appropriate interfaces.

42

Because of the company-wide size and scope of many CRM implementations,

significant pre-planning is essential for smooth roll-out. This pre-planning involves a

technical evaluation of the data available and the technology employed in existing

systems. This evaluation is critical to determine the level of effort needed to integrate

this data.

Equally critical is the human aspect of the implementation. A successful

implementation requires an understanding of the expectations and needs of the

stakeholders involved. An executive sponsor should also be obtained to provide

high-level management representation of the CRM project. An effective tool for

identifying technical and human factors before beginning a CRM project is a pre-

implementation checklist. A checklist can help ensure any potential problems are

identified early in the process.

Privacy and data security System

One of the primary functions of CRM software is to collect information about

customers. When gathering data as part of a CRM solution, a company must

consider the desire for customer privacy and data security, as well as the legislative

and cultural norms. Some customers prefer assurances that their data will not be

shared with third parties without their prior consent and that safeguards are in place

to prevent illegal access by third parties.

Maruti Suzuki CRM

Maruti Suzuki achieves an overall C.S.I Score of 820 an a 1000 point Scale, overall

customer satisfaction with dealer service for the industry improves slightly in 2008-up

by 3 points since 2007,with six of the 11 ranked brands demonstrating gains. While

ranking below the industry average Tata and Mahindra emerge as the most

improved brands, respectively, particularly in the areas of services initiation, quality

of services advisors and in services experience.

43

“Maruti Suzuki has effectively implemented simple producers that improved

satisfaction with the value of work performed and perceptions of the fairness and

honesty of the dealer, such as greeting service customers quickly upon arrival and

fully explaining charges and repairs”, said Mohit Arora senior director at J.P Power

Asia Pacific, Singapore “Instituting these low.-effort yet high-impact practices helps

to foster trust among customers, which is critical to building loyalty for future service

and sales opportunities.”

S.M.R.-(service marketing report)-

Services marketing report is the detail of the customers who purchased the car

from the showroom. In this report we have the data about the Customer purchasing

date and the time of car servicing. Means by this report we remind to customer that it

is the time of your car servicing .So we ask some questions for customer satisfaction

these are the following questions:

Ques.1-are you aware of the maintained schedule of yours cars?

Ques2-as per record you cars service in due on-will you like to make a

booking?

44

3.4 LITERATURE REVIEW

Review of Literature on CRM:

Customer Relationship Management (CRM) has become one of the most dynamic

technology topics of the millennium.

According to Chen and Popovich (2003), CRM is not a concept that isreally new but

rather due to current development and advances in information and enterprise

software technology, it has assumed practical importance.The root of CRM is

relationship marketing, which has the objective of improving the long-term

profitability of customers by moving away from product-centric marketing.

Bose (2002) noted that CRM was invented because the customers differ in their

preferences and purchasing habits . If all customers were alike, there will be little

need for CRM. As a result, understanding customer drivers and customer

profitability, firms can better tailor their offerings to maximize the overall value of their

customer portfolio (Chen and Popovich) . The attention CRM is currently receiving

across businesses is due to the fact that the marketing environment of today is

highly saturated and more competitive.

In term of information technology (IT), CRM means an enterprise –wide

integration of technologies working together such as data warehouse, web site, and

intranet/extranet, phone support system, accounting, sales, marketing and

production. Kotler (2000) assured that CRM uses IT to gather data, which can

then be used to develop information acquired to create a more personal interaction

with the customer. In the long-term, it produces a method of continuous analysis

and reinforcement in order to enhance customer’s lifetime value with firms.

Benefits of CRM

45

According to Chen and Popovich (2003), CRM applications have the ability

to deliver repositories of customer data at a much smaller cost than old network

technologies. Throughout an organization, CRM systems can accumulate, store,

maintain, and distribute customer knowledge.

Peppard(2000) noted that effective management of information has a very

important role to play in CRM because it can be used to for product tailoring, service

innovation; consolidate views of customers, and for calculating customer lifetime

value.

According to Swift (2001), companies can gain many benefits from CRM

implementation. He states that the benefits are commonly found in one of these areas:

o Lower cost of recruiting Customers

o No need to acquire so many customers to preserve a steady volume of

business

o Reduced cost of sales

o Higher Customer Profitability

o Increased Customer retention & Loyalty

o Evaluation of customers Profitability

46

Past Survey-Facts

Growth Strategies International (GSI) performed a statistical analysis of Customer

satisfaction data encompassing the findings of over 20,000 customer surveys

conducted in 40 countries by Info quest.

The conclusions of the study were:

1) A Totally Satisfied Customer contributes 2.6 times as much revenue to a

company as a Somewhat Satisfied Customer.

2) A Totally Satisfied Customer contributes 17 times as much revenue as a

Somewhat Dissatisfied Customer.

3) A Totally Dissatisfied customer decreases revenue at a rate equal to 1.8 times

what a Totally Satisfied Customer contributes to a business.

4) By reducing customer defection (by as little as 5%) will result in increase in

profits by 25% to 85% depending from industry to industry.

An important facet of CRM is “customer selectivity”. As several research studies

have shown not all customers are equally profitable (In fact in some cases 80% of

the sales come through 20% of the customers). The company must therefore

be selective and tailor its program and marketing efforts by segmenting and

selecting appropriate customers for individual marketing programs.

47

4. Research

Methodology

48

RESEARCH METHODOLOGY

Research methodology is away to systematically solve research problem. In it we

study the various step that are generally adopted by researcher in studying his

research problem along with logic behind them. It is necessary for a researcher to

know not only the research method/techniques but also the methodology. It may be

noted, in the context of planning & development that the significance of research

lines in its quality and not in quantity. Researcher should know how to apply

particular research techniques, but they also need to know which of these methods

or techniques, are relevant and which are not, and what would they mean and

indicate and why?

Meaning of Research

“Research is common parlance refers to a search for knowledge. In fact research is

an act of scientific investigation.”

The project was divided in to the following steps.

49

4.1 STEPS OF RESEARCH

1. To decide objective of the Study:-

This step is also research problem. problem definition is the most critical part of the

research process. research problem definition involves specifying the information

needed by management. The main objective of the study are:

To study the awareness of Maruti Suzuki & PERFECT automobiles in Rajkot.

To find out the level of customer satisfaction with the offers, discount and

services offered by Maruti Suzuki & PERFECT automobiles.

2. To decide research design & application:-

Research design involves defining the research problem, determining how to collect

the data and from whom, establishing the way the data will be analyzed estimating

costs and the preparation of the research approach. For this study, descriptive

research was selected.

3. To decide Source of data there are two source of data

Primary Data

Secondary Data

Primary data:-

Primary data is the original data collected specifically for the problem.

Reason for selecting primary data:-

In terms of primary data a questionnaire has been used to interview desire

sample units that give accurate and up to data information as well better to

research problem.

50

Research approaches: - Primary data can be collected in five main ways:

through Observation, focus groups, surveys, behavioral data, and

experiments.

Research instruments:- Marketing researchers have a choice of three main

research Instruments in collecting primary data:

Questionnaires: - A questionnaire consists of questions presented to

respondents for their answers. Because of its flexibility, the questionnaire is

by far the most common Instrument used to collect primary data. Questions

can be open-ended or closed-Ended.

Qualitative measures: - Some marketers prefer more qualitative methods

for gauging consumer opinion because consumer actions do not always

match their answers to survey questions. Qualitative research techniques are

relatively unstructured measurement approaches that permit a range of

possible responses, and they are a creative means of ascertaining consumer

perceptions that may other-Wise be difficult to uncover.

Mechanical devices: -Mechanical devices are occasionally used in

marketing research .Mechanical devices like galvanometers measure the

respondent’s interest or emotions aroused by exposure to a specific ad or

picture.

Secondary data:-

Data potentially useful in solving a current problem but that were collected for a

different purpose.

Reason for selecting secondary data:-

Secondary data can be gathered quickly and inexpensively, compared to primary

data, it is clear useful to study analyzing the recent development in the telecom

industry.

Contact methods:- Once the sampling plan has been determined, the marketing

researcher must decide how the subject should be contact:

51

Mail questionnaire: - The mail questionnaire is the best way to reach people

who would not give personal interviews or whose responses might be biased

or distorted by the interviewers. Mail questionnaires require simple and clearly

worded questions.

Telephone interview: - Telephone interviewing is the best method for

gathering information quickly; the interviewer is also able to clarify questions if

respondents do not understand them. The response rate is typically higher

than in the case of mailed questionnaires.

Personal interview: - Personal interviewing is the most versatile method.

The interviewer can ask more questions and record additional observations

about the respondent, such as dress and body language. Personal

interviewing takes two forms. In arranged interviews, respondents are

contacted for an appointment, and often a small payment or incentive is

offered. Intercept interviews involve stopping people at a shopping mall or

busy street corner and requesting an interview.

Online interviews: - There is increased use of online methods. There are so

many ways to use the Net to do research. In this method, researcher can

include a questionnaire on its Web site and offer a people to answer the

questionnaire.

Here I use online questionnaires as a instrument of research.

52

4. To decide from of data collection:-

For this project survey method was selected which was carried through person

interview. Because information from different customers was required.

5. To organize & collect data:-

Once the researcher has formulated and development a research design including

questionnaire second thing he has to decide whether he has to collect the

information. From all the targeted customers. There can be two types of survey are

possible.

Sample Survey

Census Survey

Sample

Sample is the true representation of the population by studying of the sample we can

predict the behavior of the population.

Sample Size: 50 (in this case)

Method of Sampling:-

In this project, the survey was done within the market that means probabilistic

convenience Sampling was carried out.

To process & analyze data:-

After the data was collected it was tabulated, analyzed and interpreted to the

conclusion reach.

Techniques Applied

Bar Chart:- A chart in which the length of the bar represents the amount of the

item associated with the bar.

Pie Chart:- A circle divided in to sections, such that each section represent the

percentage of the total area of a circle associates with one variable.

53

4.2 TYPES OF RESEARCH

Along with this there may be 3 type of research methodology these are :-

They are –

Exploratory Research

Descriptive Research

Casual Research

“My research is based on the exploratory research.”

Exploratory Research

“The objective of this research is to gather preliminary information that will help us to

define the problem and to suggest any hypothesis.”

Which means first we have to define the problem and research objective? Then we

have to develop the research plan for collecting information. Now after collection

data we have to interpret those data for any suggestion,

54

5. Analysis

and

Interpretation

of data

55

5. ANALYSIS & INTERPRETATION OF THE DATA

Which Maruti Model do you have?

Model Respondant Percentage

Maruti 800 1 2%

Maruti Swift 22 44%

Maruti Wagon-R

11 22%

Maruti Alto 9 18%

Other 7 14%

Data Analysis: From the above table we can conclude that according to opinion of

customers,2% are use maruti 800,44% are use maruti swift,22% are use maruti

wagon-R,18% are use maruti alto,and 14% people are use other car of maruti

Suzuki.

Data interpretation: Most demanded version of the company is swift,because, its

design & price is very affordable to the customer.

56

Which Version do you have?

Particular Respondent Percentage

Petrol 28 49%

Diesel 20 35%

LPG or GAS

9 16%

Data Analysis

From the above table we can conclude that according to the dealers 35 % of the

customer asks for the diesel variants while 49% support the petrol variants and 16 %

wants the LPG variants of different models.

Data Interpretation

The demand for the diesel variant is more for most of the models but the firm has

limited number of the models having diesel variants. The customers are also looking

for the gas models which will suitable for LPG and CNG. So the firm should think for

the diesel and gas variants.

57

If you have Maruti Suzuki what features do you like most?

Particuler Respondant Percentage

Price 12 24%

Quality 28 57%

Services 9 17%

Other 1 2%

Data Analysis

The above analysis shows that 24 % of customers are buying the Maruti Suzuki

product for its price, 56 % buy them due to their quality. 18% think that after sale

service is provided by Maruti. And 2% people buy them due to other reasons like

style, look etc.

Data Interpretation

We can conclude that most of the people think that Maruti Suzuki pricing are

economical so they are loyal to his brand. While other people give emphasis to the

after sale service. Quality and other features are also a trait for the buyers.

58

What is the performance of your Car?

Particuler Respondant Percentage

Excellent 11 22%

Very Good

30 60%

Good 8 16%

Poor 1 2%

Data Analysis

The above analysis shows that there is 22% customers are highly satisfied from the

performance of car, there is 60% response is very good and 16% is response for

good also there is 2% response of poor performance of car.

Data Interpretation

We can conclude that there is huge no of customer’s are satisfied with the

performance of the car, data is concerned with those customers who are the existing

customers of Maruti Suzuki and data is also concerned with new customers.

59

After Servicing your vehicles

delivered at the promised time?

Data Analysis

There is 80% customers response is that they get their vehicle at promisied time ,

20% customers who responded that they never get their vehicle at promisied time.

Data Interpretation

Servicing comes in after sales services,dealer provides this services to customers so

there is necessary for dealer to provide the vehicle at the promised time because it

makes the relationship better with the customers.

PARTICULER RESPONDANT PERCENTAGE

YES 40 80%

NO 10 20%

60

What rank you will give to your company as for the satisfaction

level 1 is the highest 5 is the lowest rank of satisfactory level?

RANK RESPONDANT PERCENTAGE

1 9 18%

2 17 34%

3 17 34%

4 5 10%

5 2 4%

Data Analysis

The table is shows the rank for the customer satisfaction level 1 is highest and 5 is

the lowest,there is 18% response for the rank 1,34% for the rank 2,34%for the rank

3,10% for the rank 4,4% for the rank 5.

Data Interpretation

By the analysis this is found that there is huge customers of Mruti Suzuki those are

satisfied from the company.

61

How you find the behavior of sales executive?

RANK RESPONDANT PERCENTAGE

Excellent 6 12%

Very Good

25 50%

Good 15 30%

Poor 4 8%

Data Analysis

The table shows that there is 12% opinion for the excellent and 50% response for

good,30% for good and also there is 8% opinion for poor relationship with the dealer.

Data Interpretation

There should be good relation between customer and dealer because it helps to

increase the sales of company and also helpful for making the customer relationship

management.

62

What you will say about after sales services of company?

Rank Respondant Percentage

Excellent 7 14%

Very good 25 50%

Good 15 30%

poor 3 6%

Data Analysis

The table shows that there is 14% customer responded for the excellent services of

company and 50% for the very good,30% for the good and there is 6% responded

for the poor services of the company.

Data Interpretation

There is important to know the after sales services of the company it shows the

customers satisfaction and also shows the customer relationship management.

63

Does the sales team of Maruti suzuki regularly visit to your outlet or

place?

Ans Respondant Percentage

Yes 17 34%

No 33 66%

Data analysis

From above diagram we are conclude that 34% customer says that they visit their

outlet or place.where 66% customer say they don’t visit.

Data interpretation

Company’s dealer should improve the service of daily visit of the customer at their

place.

64

Which company is giving you much benefit?

Particular Respondant Percentage

Maruti suzuki 28 56%

Hyundai 13 26%

Ford 1 2%

Honda 7 14%

Other 1 2%

Data analysis

From the above chart we can conclude that, majority customer give to maruti Suzuki

it is 56%,where Hyundai got 26%,ford got 2%,Honda got 14%,other got 2%.

Data interpretation

in the sence of the benefit provider company in this case it is ahead.

65

According to you what are the areas of improvement is needed?

Particuler Respondant Percentage

Service 18 36%

Behavior of salesmen 6 12%

Customer care 21 42%

Other 5 10%

Data analysis:

According to the above chart we can understand that, 36% customer need

improvement in service, 12% says about behavior of salesmen,42% says about

customer care service, and 10% people says about other side improvement.

Data interpretation

After analysis we can say that customers are not get many services of company as

they expected. So dealer should be improve that services. So it will beneficial to

improve customer relationships.

66

What are the additional benefits, company providing to you?

Particular Respondent Percentage

Quality service 19 38%

Gifts 3 6%

Occasional wishes 4 8%

Regular phone calls 2 4%

All of these 13 26%

None of these 9 18%

Data analysis

From the above chart we can analyze that 38% prefer quality of service, 6% get

gifts,8% get occasional wishes, 4% are get regular phone calls 26% get all of these,

and 18 % are not get any of these.

Data interpretation

After analyze the data we understand that many of the customer are far away from

extra benefits. So company should improve that. Because it is a very helpful to build

the relationship to the custom

67

Does the Maruti Suzuki helps you in sorting out the problems?

Particular Respond Percentage

Yes 32 64%

No 23 46%

Data analysis

From the above chart we can understand that how company helpful to the

customers problems.so, 64% customers says yes, 46% says about no,

Data interpretation

After analyze the chart and data we came to know that company & dealer perfect

automobiles should think out & take step against the unsatisfied customer for better

customer relationship.

68

6. Results and

findings

69

6. RESULTS & FINDINGS

The demand for the diesel variant is more for most of the models but the firm

has limited number of the models having diesel variants. The customers are

also looking for the gas models which will be suitable for LPG and CNG. So

the firm should think for the diesel and gas variants.

Most of people think Maruti Suzuki pricing are economical so they are loyal to

his brand. While other people give emphasis to the after sale service. Quality

and other features are also a trait for the buyers.

There is large no of customer’s are satisfied with the performance of the car,

data is concerned with those customers who are the existing customers of

Maruti Suzuki and data is also concerned with new customers.

Servicing comes in after sales services,dealer provides this services to

customers so there is necessary for dealer to provide the vehicle at the

promised time because it makes the relationship better with the customers.

There should be good relation between customer and dealer because it helps

to increase the sales of company and also helpful for making the customer

relationship management.

There is important to know the after sales services of the company it shows

the customers satisfaction and also shows the customer relationship

management.

70

7. Limitations

of the study

71

7. LIMITATION

It was assumed that the information given by the respondents is authentic and

best of their knowledge.

Some of the view given was completely views by customers as they were in a

hurry and were not considered in the data analysis.

The result of the study is applicable to the survey area only.

Time is also one of the important limitations.

Dull process and unwilling respondent also affect the result of the study.

72

8. Conclusion &

Recommendation

73

8. CONCLUSION OF THE STUDY

RECOMMENDATION

The research work was successfully identifying by the studying the relationship

management of Maruti Suzuki in PERFECT Automobiles in Rajkot. The conclusion

can be drawn from this study may be:-

Maruti Suzuki is India’s one of the leading automobile manufactures and also

the leader of the market both in terms of volume and revenue generated.

Hence Maruti Suzuki Limited has captured over all share of 46% in the Indian

car market.

To conclude, it can be said that PERFECT Automobiles has created its image in a

very short period in Rajkot. PERFECT is the Best dealer of Maruti Suzuki. It is

attracting the customers with its good services. Most of the customer satisfied by

buying the Maruti car from PERFECT automobiles. This satisfaction can be

concluded by the response of customer in the questionnaires. Day by day Maruti

Suzuki is improving his reputation to other Automobile Company. The comparison

chart and survey report in this training report can recognize this.

There should be more staff having experience of automobile sector.

There should be more efficient planning for satisfying customer needs.

Attractive offers should be given time to time, to increase customer’s interests

There should be easy process of car servicing.

74

9. Bibliography

75

9.BIBLIOGRAPHY

(n.d.). Retrieved from www.marutisuzuki.com.

(n.d.). Retrieved from www.wikipedia.com.

KOTLER, P. (2013). Marketing management 14th edittion.

r, C. (2004,2nd revised edition). Reserch methodology. New age International

pvt ltd publishers.

www.google.com. (n.d.).

76

10. Annexures

7/21/2014 CUSTOMER RELATIONSHIP MANAGEMENT ON MARUTI SUZUKI - Google Forms

https://docs.google.com/forms/d/1yJw8EGh_aWofnwpXnw-kto91hipXF1TEERgnTaFlHBE/edit?c=0&w=1 1/4

CUSTOMER RELATIONSHIP MANAGEMENT SURVEYON MARUTI SUZUKII Santosh oza the student of MEFGI dept of.MBA conducting survey for the study purpose and for the same I need your valuable reply so, I request you to feel up the following questions. This will assist me in study...Thanks & Regards,Santosh oza. contact no.8401010114

1. Do you have any Maruti Suzuki four wheeler?

Mark only one oval.

Yes

No

Other:

2. Do you have any Maruti Suzuki four wheeler?

Mark only one oval.

Yes

No

Other:

3. Which Maruti Model do you have?

Mark only one oval.

Maruti 800

Maruti Swift

Maruti Wagon-R

Maruti Alto

Other:

4. Which Version do you have?

Mark only one oval.

Petrol

Diesel

LPG or GAS

7/21/2014 CUSTOMER RELATIONSHIP MANAGEMENT ON MARUTI SUZUKI - Google Forms

https://docs.google.com/forms/d/1yJw8EGh_aWofnwpXnw-kto91hipXF1TEERgnTaFlHBE/edit?c=0&w=1 2/4

5. If you have Maruti Suzuki what features do you like most?

Mark only one oval.

Price

Quality

Services

Other:

6. What is the performance of your Car?

Mark only one oval.

Excellent

Very Good

Good

Poor

7. After Servicing your vehicles delivered at the promised time?

Mark only one oval.

Yes

No

Can't say

8. What rank you will give to your company as for the satisfaction level 1 is the highest 5 is thelowest rank of satisfactory level?

Mark only one oval.

1

2

3

4

5

9. How you find the behavior of sales executive?

Mark only one oval.

Excellent

Very Good

Good

Poor

7/21/2014 CUSTOMER RELATIONSHIP MANAGEMENT ON MARUTI SUZUKI - Google Forms

https://docs.google.com/forms/d/1yJw8EGh_aWofnwpXnw-kto91hipXF1TEERgnTaFlHBE/edit?c=0&w=1 3/4

10. What you will say about after sales services of company?

Mark only one oval.

Excellent

Very Good

Good

Poor

11. Does the sales team of Maruti suzuki regularly visit to your outlet or place?

Mark only one oval.

Yes

No

12. Which company is giving you much benefit?

Mark only one oval.

Maruti Suzuki

Hyundai

Ford

Honda

Other:

13. According to you what are the areas of improvement is needed?

Mark only one oval.

Service

Behavior of salesmen

customer care

Other:

14. What are the additional benefits, company providing to you?

Mark only one oval.

Quality Service

Gifts

Occasional wishes

Regular phone calls

All of these

None of these

7/21/2014 CUSTOMER RELATIONSHIP MANAGEMENT ON MARUTI SUZUKI - Google Forms

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Pow ered by

15. Does the Maruti Suzuki helps you in sorting out the problems?

Mark only one oval.

Yes

No

Can’t say

16. What you suggest to promote Maruti Suzuki‘s product at customer level?

17. Any other suggestions?

18. NAME

19. CONTACT NO.