CHAPTER 1
INTRODUCTION
CONSUMER SATISFACTION:
An old saying in Spain says “TO BE A BULLFIGHTER, YOU MUST
FIRST BE A BULL”. This tells us the importance of knowing the buyer
satisfaction to be successful marketers. The term CONSUMER is often
used to describe two kinds of entities. The personal consumer and
organizational consumer. Personal consumer buys goods for his own
use (E.g. shaving cream, lipstick) for the use of household (food items,
furniture) or as a gift for a friend (a book, a watch). In all of these
contexts the goods are bought for final use by individuals, who are
referred to as “END USERS”.
The second category of consumer - the organized consumer,
encompasses profit and non- profit organizations, government
agencies and institutions that buy in order to run their organization.
We are concerned with organizational consumers for the purpose of
our study.
CONSUMER SATISFACTION- ITS DEVELOPMENTS AND REASONS
FOR IT:
There are a number of reasons why the study of consumers
satisfaction developed as a separate marketing discipline. Marketing
researchers had long noted that consumer did not always act or react
as economic theory would suggest. The size of consumer market was
constantly expanding consumer preference where changing becoming
highly diversified as marketing researchers began to study the buying
satisfaction of consumers, they soon realize that despite over riding
similarity consumers were not all alike. Despite a sometimes “me too”
approach to fads and fashions. Many consumers rebelled at using
identical products everyone else used. Instead they preferred a
different product that they felt reflected their own special needs,
personalities and life styles to better meet the needs of specific groups
of consumers “Enlightened” their total potential markets into smaller
homogeneous segments for which they could design product and/or
promotional campaign. They also used promotional techniques to vary
the image of their products so that they were perceived as better
fulfilling the specific needs of certain groups of consumers. By knowing
the buyer behavior, marketers were able to segment their total market
homogeneity within the segment.
The technological explosion that started after world war II
resulted in rapid introduction of new products at an even increasing
rate. Many of these were marketing disasters in the world. To counter
this problem the marketing researchers in US made a determined
effort to learn more about consumers (their needs, preferences,
changing life styles etc.) to guide the development of new products to
fulfill the unsatisfied needs.
In addition to the fast pace of new product introduction other
factors, which lead to the development of “consumer satisfaction” as a
marketing discipline, are:
Shorter Product Life Cycles:
Because of the fast pace of new product introductions, many
product life cycles are necessarily comprised as products are modified,
improved or replaced by new and substitute products. This in turn
requires a steady flow of new product ideas to satisfy our needs (felt or
unfelt) or consumers. Consumer research also provides insights to
develop and place appropriate advertisements and other promotional
materials.
Environmental Concerns:
Increased public concerns regarding environmental deterioration
and resources shortage have made both marketers and public policy
makers aware of the potentially negative impacts of such products.
In the US research have shown that a large segment of socially
concerned consumers favor products that have been modified to meet
environmental concerns. (E.g. greeting cards, a stationary made of
recycled paper, biodegradable diapers, biodegradable plastic
packaging). In India also the Eco-concern has been stirred up in the
minds of public and lawmakers.
Increased Interest in Consumer Protections:
The growth of consumers movement in US created and urgent
need to understand how consumer confusion decisions. For e.g., in
order to identify the source of consumers and deception consumer
advocates have sought to discover grow consumers perceive and
interpret various marketing a promotional information (e.g.
promotional appeals package, tables, and warranties). Consumer
research has provided basis for a number of recommendations
concerning consumer legislation. In India also we have government
agencies like “consumer redressal forum” have been set up
maintained the standard consumer product meeting the needs of the
consumers.
Growth of Service Marketing:
As the United States turned to a service economy, it become
apparent to many service marketers that marketing their “Intangible
products” was becoming more and more difficult. Service cannot be
seen, heard, examined in advance of neither purchase nor its quality
consistent overtime. In some industries such as transportation or
broadcasting services are “perishable” in the sense that they are lost
forever to marketer if not consumed at the time scheduled not only
survive marketer need to market but they realized that knowledge of
consumer needs and interests was essential to the development of
effective marketing strategies.
Growth of Non Profit Marketing:
Organization in the public and private non-profit sectors
began to recognize the need to use marketing strategies to bring their
services to the attention of their relevant publics.
Growth of International Marketing:
Most of the large companies recognize the need to market
globally to achieve major economics of scale. A major stumbling block
to many international marketing efforts has been the general lack of
familiarity with the needs preferences, culture, and consumption habits
of consumers in foreign markets.
Computers and Statistical Techniques:
Computers and statistical analytical techniques have facilitated
the research work in techniques have facilitated the research work in
consumer behavior. The computers enable the researchers to process
and store vast amounts of data concerning their characteristics,
attitudes, interests, activities etc. the use of advanced statistical
techniques enable the marketers to analyze these data and to
delineate homogenous market segment.
Factors Influencing Buyer Satisfaction:-
Cultural Social Personal Psychological
Culture
Sub-culture
Social class
Reference
Group
Family
Roles and status
Age & Life cycle
stage
Occupation
Economic
circumstances
Life style
Personality &
Self-concept
Motivation
Perception
Learning
Beliefs &
Attitudes
1.CULTURAL FACTORS:
Culture:
Culture is the most fundamental determinant of a person’s wants
and behavior, where as lower creations are governed by instinct
human behavior is largely learned. The growing child acquires a set of
values, perceptions, preferences and behavior through a process of
socialization involving the family and other key institutions.
Sub-culture:
Each culture consists of similar sub-culture that provides
more specific identification and socialization for its members. Four
types of sub-culture can be identified:
a) National groups - identified by their Nationality.
b) Religious groups - identified by their religious to
which they
Belong
c) Racial groups - identified by the different races from
which they originate.
d) Geographical groups -identified by geographical areas they
belong.
2.SOCIAL FACTORS:
The following social factors influence the buyer satisfaction
Reference groups:
Many groups influence a person behavior. A person’s reference
group consists of the entire group that have a direct influences on a
person are called “Membership Groups”. These are the groups to which
the person belongs and interacts. Some are “Primary Groups” such as
family, friends and co-workers with which there is fairly continuos
interactions. A persion may also belong to a “Secondary Group” which
tend to be more formal and where there is less continuos interaction.
They include religious and professional groups.
Groups, in which they are not members, but would like to belong to
the groups also influence people, these are called “Aspiration Groups”.
Social Class:
This is done mainly on the basis of economic criterion of that
particular region. Seven major social classes are identified in America
such as:
a) Upper uppers
b) Lower upper
c) Upper middles
d) Middle class
e) Working class
f) Upper lowers
g) Lower lowers
Family:
Family members consists the most influential primary reference
groups sharing a buyer behavior we can distinguish between two families
in the buyers life.
a) Family of orientation:
Consists of one’s parents from a person acquires an orientation
towards religion, politics and economics and a sense of personal
ambition, selfworth and love. Even if a buyer no longer interacts with the
parents the influence of parents on his/her unconscious satisfaction can
be significant, where parents continue to live with their grown up
children, their influence can be substantial.
b) Family of procreation:
A more direct influence on everyday buying can be from one’s
spouse and children called “Family of Procreation”. Marketers are
interested in the roles and relatives influences husband, wife and
children in the purchase of a large variety of products and services.
In the case of expensive products and service, husbands and wives
engage in more joint decision making. The marketers need to determine
which member normally has greater influencing in choosing various
goods. Often it is a matter of who has more power an expertise.
Depending on the product or service the buying decision influence can
be:
Husband dominated - Automobile, Insurance etc.
Wife dominated - Kitchenware, carpeting, household items etc.
Equal - House planning, furniture, vacations etc.
Roles & statuses:
A person participates in many groups throughout life family, clubs,
and organizations. The person’s position in each group can be defined in
terms of role and status. If we consider a working female, she performs
the role of a wife and mother at home, an executive in the organization
and member in a club. A role consists of activities that a person is
expected to perform according to the persons/environment around. Each
of the different roles carried out influences the buying satisfaction. Each
role carried a “status” reflecting the esteem according to it by society. A
Supreme Court justice has more status that a branch manager of a
company who is in turn has more status than an office clerk. People
choose products that communicate their role and status in society.
3) PERSONAL FACTORS:
Buyer decisions are greatly influenced by personal factors such as
the follows:
a) Age and Life Cycle stage :
People buy different goods and services over their lifetime. They
eat baby foods in the early years, most food in the growing and mature
years and special diets in the later years. People’s taste in clothes,
recreation and furniture is also aging related. Consumption is also
shaped by the stage of the ‘family of the life cycle’ Nine stages have
been identified, starting with bachelor to the single solitary survivor. The
requirements vary greatly in each stage.
b) Occupation:
A person’s consumption is also influenced by his or her occupation.
Thus a blue-collar worker may buy work clothes, work shoes, regular food
and black and white television while a company president may buy
Mercedes, expensive suits, exclusive membership and posh bungalow.
C) Economic Circumstances:
Product choice us greatly affected by one’s economic
circumstances. People economic circumstances consists of their
disposable income (its level, stability and time pattern), saving and
assets, borrowing power, attitude towards spending versus saving.
Marketer4s of income sensitive goods pay constant attention to trends in
personal income, saving and interest rates. If economic indicators point
to recession, marketers can take steps to redesign, reposition and re-
price their products so that they continue to target customers.
d) Life styles:
People coming from the same sub-culture, social class and
occupation may lead quite different lifestyles. A person’s life style is the
person’s pattern of living in the world as expressed in the person's
activities, interests and opinions. Lifestyles portrays the ‘whole person’
interacting with his or her environment. Life style reflects something
beyond the person’s social class, on the one hand or personality on the
other.
e) Personality and self-concept:
Each person has a distinct personality that will influence his or her
buying behavior. Personality is “person’s distinguish psychological
characteristics that tend to relatively consistent and enduring responses
to his or her environment”. It is usually described in terms of such traits
as self-confidence, dominance, autonomy, sociability; defensiveness and
adaptability.personality can be a useful variable in analysing consumer
satisfaction provided that personality types and product or brand
choices.
Marketers also used a concept related personality a person’s
“self-concept” or (self-image). All of us carry a complex mental pectoris
of ourselves. Marketers should try to develop brand images that match
the self-image of the target market. There are 3 variations to the self-
concept approach, the “Actual self-concept” (how a person views himself
of herself) differs from the “ideals self-concept”(how a person would like
to view himself or herself) and from the ‘others self-concept’ (how a
person thinks others see him/her).
4) PSYCHOLOGICAL FACTORS:
A person buying choices are also influences by the following
psychological factors
a) Motivation:
A person has many needs at any given time. Some needs are
“Biogenic” they arise from psychological states of tension such as
hunger, thirst discomfort other needs are “psychogenic” they arise from
psychological states of tension such as the need for recognition, esteem
or belonging. Most psychogenic needs are not intense enough to
motivate the person to act on them immediately. A need becomes a
motive when is aroused to sufficient level of intensity. A motive is need
reduces the felt tension.
b) Perception:
A motivated person will be ready to act how the motivated person
actually acts in influenced by his or her perception of the situation. Two
people in the same motivated state and objective situation may act quite
differently because they perceive the situation differently.
We apprehend a stimulus object through ‘sensations’ that is flaws
of data throughout our five senses; sight, hearing, smells, touch and
taste. Perception can be defined as “the process by which an individual
selects, organizes and interprets the sensory information to form
meaningful pictures”.
c) Learning:
When people act, they learn. ‘Learning’ describes changes in an
individual’s behavior arising from experiences. Most satisfaction is
learned. Learning theorist suggest that a person’s learning is produced
through the interplay of “drives, stimuli, cues, responses and
reinforcement”.
d) Beliefs and attitudes:
Throughout their actions and learning people acquire beliefs and
attitudes which in turn influences their buying satisfaction.
A ‘belief’ is a descriptive thought that person holds about
something. These beliefs may be based on knowledge, opinion or faiths.
They may or may not carry emotional charge, about their products and
services. These beliefs make up products and brand images and people
act on their images.
An attitude describes a person’s enduring favorable or unfavorable
cognitive evaluations, emotional feelings and actions tendencies towards
some object or idea. People have attitude towards almost everything
religion, politics, clothes food music and so on. Attitudes put then into a
frame of mind or liking and disliking an object moving towards or away
from it.
STAGES IN THE BUYING DECISION PROCESS:
Based on extensive research on consumer buying, the
following stages herb been identified in the buying process.
Need Recognition Information Search Evaluation of
Alternatives
Purchase Decision Post Purchase Satisfaction .
1) Need Recognition:
The buying process starts when the buyer recognizes a problem or
need. The buyer senses a different between his or her actual state and
desired state. The need can be triggered by internal or external stimuli.
The internal stimuli may be the person’s normal needs such as hunger
and thirst. From previous experience the person has learned how to cope
with this drive and is motivated towards a class of objects that will satisfy
the drive.
Need can also be aroused by external stimulus. A person may also
be stimulated when he/she sees a neighbor’s new car or when watching
a television commercial for washing machine. These stimuli can trigger a
problem or need. The marketer needs to identify the circumstances that
trigger a particular need.
2) Information recognition:
A stimulated consumer will be inclined to search for more
information we can distinguish between two levels, the milder search
state is called the ‘Heightened Attention’, the buyer becomes more
receptive to information about the product he is interested. He/she pays
attention to ads; friend’s views and conversations related to the product
or the person may go into ‘Active information search’ where he/she
looked for reading materials, friends or actual verifications in shops. The
person engages in other search activities to learn more about the
product. How much search one undertakes depends upon the str4ength
of the drive, the amount of information initially had and the case of
obtaining additional information and the value placed on the additional
information. Normally the amounts of consumer search activity increases
as the consumer moves from situations of ‘Limited problem solving’ to
‘Extensive problem solving’.
3) Evaluation of Alternatives:
There is no single evaluation process adopted by all consumers or
for that matter one single consumer in all buying situations. There are
several models of the consumer evaluation utility function describe how
the consumer product satisfaction varies with different levels of each
attribute.
4) Purchase Decision:
ATTITUDE OF OTHERS.
EVALUATION OF ALTERNATIVES PURCHASE INTENTION
PURCHASE DECISION.
UNANTICIPATED SITUATION FACTORS.
Steps between Evaluation of Alternatives and Purchase Decision:
In the evaluation stage consumer forms preferences among the
brands in the CHOICE SET. Two factors can intervene between the
purchase intention and the purchase decision.
a)Attitude of other :
To explain this factor we shall consider the example of automobile
purchase process. If the person’s wife strongly feels that he has to go for
an economical vehicle i.e., moderately proceed then the purchase
probability for can ‘A’ will be increased and that of car ‘B’ will b reduced.
The extent to which another person’s attitudes reduce one’s preferred
alternative, depends upon two things:
The intensity of another person’s attitude towards the consumers
preferred alternative,
The consumer’s motivation to compel with the other person’s
wishes.
b) Unanticipated Situational Factors :
Unanticipated situational factors do cause the purchase intentions
to drift. The consumer forms a purchase intention the basis of such
factors as family income expected price and expected product benefits.
When the consumer is about to act unanticipated situational factors may
erupt to change the purchase intention. The consumer may loose job,
become financially weak, a friend might report disappointment over the
performance of the brand or a stores sales person may affect negatively,
thus preferences and even purchase intentions are not completely
reliable predictors of purchase satisfaction.
c) Perceived Risk:
A consumer’s decision to modify, postpone or avoid a purchase
decision is heavily influential by consumers perceived risk. Expensive
purchases involve some risk taking. Consumers cannot bear certain
about the purchase outcome. This produces anxiety. The amount of
money as stake, the amount of attitude uncertainty and the amount of
consumer self-confidence.
5. Post Purchase Satisfaction:
After the purchase of a product a consumer will experience some
level of satisfaction or dissatisfaction. The consumer will engage in post
purchase actions and product uses of relevance to the market. The
marketer’s job does not end when the product is bought but continues
into post purchase period. When a consumer purchases a product he
may detect some flaw. Some buyers do not want any flaw in the products
and others may be indifferent to flaw. Some flaws can be dangerous to
consumers. Companies making automobiles, toys or pharmaceuticals
must quickly recall any product, which prove dangerous to the users.
Marketing and Marketing Concepts:
“Marketing is so basic that it cannot be considered a separate
function. It is the whole business seen from the point of view of its final
result, that is, from the customers point view”.
PETER DRUCKER
PHILIP KOTLER defines “Marketing is a social and managerial process
by which individuals and groups obtain what they need and want through
creating, offering and exchanging products of value with others.
Marketing is the whole business seen from the point of view of its
final results is the customer’s point of view. Businesses are a transaction
between two parties willing to exchange items/products on value to each
other. More clear the businessman (or marketer) about the other side
(buyer); the most efficient he will be in his business.
CHAPTER 2
RESEARCH DESIGN
“Research design is the arrangement of conditions for collection
and analysis of data in a manner that aims to combine relevance to
search purpose with economy in procedure.
CLAIRE SELTIZ
The research design is the conceptual structure within which
research is conducted it constituted the blue print for the collection,
measurement and analysis of data.
This chapter deals with the statement of problem. The objectives of
the study, concepts followed methodology used, sampling techniques
and fieldwork undertaken, analysis of data, Techniques followed and
finally, the scheme of chapter’s presentation in the report.
Title of the Study:
“ CONSUMER SATISFACTION – WITH SPECIAL REFERENCE TO
MARUTHI ZEN ”.
Statement of the problem:
This study is to explain for the opportunities which are available to
FOUR WHEELER producing organisations to monitor and analyze
competition provided by other four wheeler manufacturers.
The study of different brands of four wheeler indicates that markets
of differing maturity behave differently. In Bangalore potential consumers
very often feel that a four wheeler is a critical necessity in the matter of
standard of living.
Objectives of the study:
The prime objectives of the study is to help the company track
down the approach/satisfaction of consumers in purchasing a FOUR
WHEELER
So as to elicit information with regards to: -
1) To study consumer perception with reference to Maruthi Zen
2) To find out the brand association identity.
3) To study the competing products and Identify the differentiable
perceptive attributes
4) To suggest effective measures for product penetration
5) Who influences the purchase?
6) Who makes the purchase decision?
7) What make to buy the product?
8) Satisfaction towards the service.
By gathering information about the above mentioned factors and
Analyzing it, the company can choose the suitable strategy for marketing
of FOUR WHEELER.
Scope of the Study: -
The study is designed to gather information on the consumer
satisfaction towards cars. Scope of the study also extends to discover or
research dealers reaction, how the product is perceived as compare to its
competitors performance in respect of price, quality, standard, service
and company’s reputation. The scope of study is limited to the
information, provided by
‘MARUTI MANDOVI MOTORS PVT. LTD.’ Motor car dealers in Bangalore.
Period of study:
The study covers a period of eight weeks i.e. from 5th April 2005. To
5th June 2005. i.e., time taken for survey work which was required for the
successful completion of the report.
Limitations of the study:
Consumer Satisfaction involves mainly the Human Element. Getting
accurate information about the buyer is slightly difficult task as
respondents may try hide certain information and may give Ambiguous
or evasive answers Care is taken in the formulation of the questionnaire
to get as far as possible true responses.
Another limitation is that the study is made based more upon
secondary data rather than primary data, in order to make the study
more standardized and adequate to present market situation only ‘SMALL
SIZED CARS’ have been chosen.
The sample size was restricted to 80 due to severe constraints on
time and money. The study was conducted in Bangalore City only.
But we should remember that BANGALORE IS TEST MARKETING
PLACE for any product produced. This is because of various type of
customers exists in this city.
Operational definitions.
Majority of factors considered in the project study has been defined
in the introduction. Those, which are not dealt earlier, are given below.
BRAND: A name, term, size symbol or design or combination of them
intended to identify the goods or services of one seller/marketer and to
differentiate them from those competitors.
NECESSITY: The need for basic items/product without which a person
cannot manage his life.
LUXURY: The need for items/products or need categories higher than
physiological and safety requirements ego satisfaction/status need not
affordable usually by the common social class.
COMFORT: This is in –between necessity and luxury.
Advertising: Any paid form of non-personal communication of ideas,
goods or services by an identified sponsor (marketer).
SALES PROMOTION: Short term incentives to encourage sale of a
product or service.
ADVERTIZING MEDIA:
This refers to the channel of communication of messages to the
ultimate buyers.
METHODOLOGY:
This refers to the method of collecting data. Data were gathered
through a survey, which is acquired by the customers of MARUTHI ZEN
CAR OWNERS conducted in the service station of ‘MARUTHI PRATHAM
MOTORS’.
However, since there were severe constraints in terms of time and
money, Only a sample survey was conducted. The survey was done
through structured questionnaires.
DATA COLLECTION TECHNIQUES:
Collection method included only direct interviews only with the
customers of ‘Maruthi Pratham Motors Pvt. Ltd.’ Inorder to know whether
customers are satisfied not only after purchasing the vehicle but also
after the services made by the same company. By using structured
questionnaires and the data analysis was restricted to frequency counts.
SAMPLING:
A study instrument used structured questionnaire.
Method used Customer survey only.
Sampling Size 80 users of ‘Maruthi Zen’
TOOLS FOR DATA COLLECTION:
The Questionnaire is used for collection of data is also used
through journals/periodicals/newspapers.
The structured questionnaire for buyers covered information like
Name, Income group, Education, Occupation, above-mentioned
information were administered in the questionnaire.
Field work:
The fieldwork carried out by the researchers himself. Response
was very poor in the beginning as were basically not interested to
divulge information. Efforts were made in the questionnaire to keep
simple questions to the beginning and more personal questions at the
end.
Each questionnaire took approximately 10 minutes of the
respondent’s time; unless there was something he/she didn’t understand
and had to be told the significance of.
Plan of analysis:
Completed questionnaires received were used to prepare various
tables and data gathered was tabulated and classified percentages were
calculated. Answer to opened questions were edited and classified
suitably.
Graphs and charts were used to highlight the statistics results and
conclusions were drawn from the above and were used to suggest
options in the last chapter.
Overview of the Chapter Scheme:
The study has been presented in chapters. The details are given
below:
1. The first chapter introduces the subject matter of the study. This
chapter covers the importance of buyer’s behaviors to marketing and
elements/factors of buyer satisfaction and the core concepts of
marketing.
2. The second chapter gives the details of design of the study and its
objectives.
3. The third chapter gives the profile of the company (MARUTI PRATHAM
MOTORS PVT LTD.).
4. The fourth chapter gives the brief discussion on competitive brand of
cars.
5. The fifth chapter gives report on the consumer survey.
6. findings.
7. suggestions and conclusions.
COMPANY PROFILE: INTRODUCTION
The car Maruti Zen belongs to the company name by ‘MARUTI
PRATHAM MOTORS’. Following is the profile of the company.
MARUTI PRATHAM MOTORS PVT LTD. was established as a
government company in Feb. 1981.
A license and a joint Venture agreement was signed with Suzuki
Motor corporation of Japan, in October 1982, by which Suzuki acquires
26% shares of the equity, with an option to increase it to 40% Suzuki
exercised. This option in 1987 was increased to 40% Suzuki Motor
Corporation further increased its equity share to 50%, in the year
1992, thus converting MARUTI PRATHAM MOTORS LTD. into a Non-
Government Company.
The key of Maruti’s success has been its management. MUL’s
first chairman was Mr. V. Krisnamurthy. His first objective was to
make sure his fledging company got, not only the product and
technology from Suzuki, but also imbibed the super efficient work
culture of the Japanese. More instrumental in taking Maruti into its
present position of strength is the outgoing managing director Mr. R.
C. Bhargava, who over the last 16 years has turned the company into
the jewel of the public sector.
COMPANY - PROFILE:
There are two plants - one for the Indian market and the other
for the foreign market. The first car, i.e. Maruti Suzuki 800 was
launched from MUL on 14th December 1983, which was presented to
Mrs. Indira Gandhi the then Prime Minister of India. The Omni version
was launched in November 1984. This was followed by Gypsy, which
came to the market during December 1985. The Maruti 800 was
redesigned and the new model came to the market in April 1986. Thus
Maruti 800 in October 1990, Maruti Zen in October 1993. Later 3
models of esteem were launched during 1994-96 as under.
1. Esteem LX - November 1994
2. Esteem VX - November 1995
3. Esteem AX - January 1996.
Zen automatic was launched in October 1996. The Gypsy King
was launched in October 1996. Later the Omni - 8 seater was
introduced in 1996-97. A new Esteem was launched in 1998 with
added features.
PLANT HISTORY:
M/s. Maruthi Pratham Motors is situated about 50 kms from
Delhi to Gurgaon in Haryana. It covers an area of about 8 kms in
length and is divided into various working shops. The area of the
company is around 300 acres and only about 55 - 60% of the land is
covered.
The current equity classification is 49% held by the Indian
Government and 50% share held by M/s. Suzuki Motors Corporation.
The employees of the company share the remaining 1-%.
In the beginning, MUL started with the manufacture of 800cc
cars, which were totally assembled with parts imported from Japan.
This continued for a few years till the parts were obtained from
domestic sources.
The factory in Gurgaon is capable of producing 3,65,600 vehicles
in a single year. This amounts to 1400 vehicles per day, which
includes all the different models. In recent times, this figure was
reduced to 900 vehicles. There are currently two plants in existence
namely plant 1 and plant 2. The third plant is to be opened by the
year, which will be the largest producer of vehicles in the whole of
Asia.
The company is run by a Board of Directors, comprising of 5
directors who report the Government of India nominated by the
President of India and 5 Directors from Suzuki Corporation. It has
created a revolution in the country and also a good impression not only
in Indian minds, but also among foreigners.
Every Maruti is backed by the best in technology and service, like
superior engineering and styling from M/s. Suzuki Motors Company,
world leaders in small car technology, backed by state of the art
manufacturing. M/s. MUL has nearly acquired 3 / 4th of the total market
share in Asia.
THE MAIN AND IMPORTANT OBJECTIVES OF MARUTI PRATHAM
MOTORS LTD. ARE AS FOLLOWS:
1. Modernisation of Indian Automobile Industry.
2. Production of fuel - efficient vehicles to conserve resources.
3. Production of large number of motor vehicles which was
necessary
For economic growth.
4. To provide small cars for single families.
5. The existing cars in India market were not able to satisfy the
Customers with regards to fuel efficiency and hence Maruti 800
was
Introduced.
6. Consumer satisfaction through quality of our products and
services,
Achieved by consistent adherence to procedures and systems.
7. Teamwork and recognition that each employee is important for
the
Company’s growth and prosperity.
8. Organisational and individual discipline.
9. Respect for laws, ethics and human beings.
10. To have a long term objectives and policies and goals.
COMPANY VISION :
The company’s visions for the future are to become an
international competitive company in terms of production volume,
quality, cost and profits. Their aim is not only to retain leadership in
India, but also to aspire to be amongst the global players. The
company’s culture, thinking and actions have been consistent with
their vision.
ORGANISATION STRUCTURE AT PRATHAM MOTORS
SENIOR GENERAL MANAGER (OPERATIONS)
General Manager General Manager General Manager
(Administration) (Sales dept) (System dept)
Despatch Senior Executive
Stenographer
(clerk)
Deputy Manager Deputy Manager Deputy Manager
(Marketing ) (Pre-Delivery)
(Sales)
Field Sales Staff
Sales Sales Sales Sales
Executive Executive Executive
Executive
(Showroom) (Receptionist) (Delivery) (Tele
Mktg)
COMPANY’S MISSION:
To provide a wide range of modern, high quality fuel-efficient
vehicles in order to meet the need of different customers, both
domestic and export markets.
Maruti cars are a winning combination of Suzuki compact car
technology:
All Maruti vehicles are the products of Suzuki’s worldwide
leadership in compact car technology. A technology that has fine
timed the art of maximizing the minimum of providing compact car
with sufficient interior spaces, performance and durability. This is the
expression of phenomenal engineering strength that has taken the
lead in designing an entirely new category of cars worldwide.
High value and low maintenance :
All Maruti cars are packed with value - added features. They are
engineered to give you maximum fuel efficiency and require very little
maintenance, so what you get is superior quality at the right price.
Reliable Quality:
With a growing customer’s base of over two million people, it
goes without saying that Maruti is synonymous with reliability. It is
also a car company that constantly upgrades its products to suit your
changing needs with the changing needs with the changing times.
The largest network:
Our strong support base of 186 Maruti showrooms and 1029
Maruti authorised service outlets across 488 cities assure you the best
possible service wherever you go. Providing you with state of the art
workshop, Maruti genuine parts and over 30000 trained personnel, to
make the maintenance of your Maruti a non-worry proposition.
A range to suit your every need:
Today MARUTI PRATHAM MOTORS LTD. is the only Indian
automobile company that can promise its customers a wide range of
cars to suit a host of different lifestyle.
MARUTI PRATHAM MOTORS LTD. HAS INTRODUCED THE
FOLLOWING MODELS IN LAST 18 YEARS:
1) MARUTI 800 (796 CC, hatchback car)
2) OMNI (796 CC, )
3) GYPSY (970 CC, 4 WD off –road vehicles)
4) MARUTI 800 (new model )
5) MARUTI 1000 (970 CC, 3 box car )
6) MARUTI ZEN (933 CC, hatchback car)
7) ESTEEM 1.3L (1298 cc, 3 box car) lx
8) ESTEEM 1.3L (1298 cc, 3 box car) vx
9) ESTEEM 1.3L (1298 cc, 3 box car) ax
10) ZEN AUTOMATIC (993 CC,)
11) GYPSY KING (1298 cc 4wd off-road vehicle)
12) OMNI (E) (796 cc, MUV, 8 seater)
13) GYPSY (E) (970 cc, 4WD 8 seater)
14) NEW MARUTI 800 (796 cc, STD, & DX)
15) THE 1998 ESTEEM (1298 cc, LX, VX, SND AX)
16) NEW OMNI AND OMNI E (796 CC, MUV)
17) ZEN VX & ZEN VX AUTOMATIC
18) ZEN D (1527 cc, diesel)
19) ZEN LX (993 cc,)
20) ZEN CLASSIC (993 cc,)
21) ZEN VXI (993 hatchback car with power steering)
22) OMINI XL (796 cc, MUV , high roof)
23) BALENO (1590 cc, )
24) WAGNO-R (1061CC)
25) ALTO
26) VERSA
PRODUCTION PROCESS:
The MUL has a unique production process. The production
process for all the models are carried on simultaneously in 3 lines -
cars, Omni, and Gypsy.
The metal sheets undergo the following process for
conversion into the body of car. Welding, Painting and Assembling
activities are carried on at the appropriate stages.
The different workshops involved in the production process are:
Blanking Line
Press Shop
Welding Shop
Paint Shop
Parallel Assembly Line
Engine Assembly Shop
Machine Shop
Testing & Inspection
Warehousing
EMPLOYEE POLICY:
PRATHAM MOTORS has drafted a very excellent policy, which has
led to the success of the company and the fulfillment of its objectives.
The company has a policy of common uniform to all the levels of
employees. The employees will have the uniform of same colours and
material from the persons who posses the highest authority to the
lowest workers. The average age of the workers is 34 years. The total
manpower at the factory is 5700 permanent workers and 1400 from
the ITI training school who are given one year training and then
recruited by the company if the need arises or the nature of the
individual is good. He is posted at a different station every week, so
that he is trained in all the jobs.
The employees of PRATHAM MOTORS are trained properly; some
of them are sent to Japan for training. Japan had trained 700 workers
from India.
The company has provided canteen facilities within the factory
premises where all employees are served the same type of food at the
prices, which are heavily subsidised. However the Japanese workers
and personnel have separate facility for meals. The management has
also provided proper medical facilities to all its employees.
The normal working hours of the office is from 9.30 am to 5.30
PM for the managerial and administrative staff. However the
production department has three shifts
SHIFT ‘A’ 7.30 AM TO 3.30 PM
SHIFT ‘B’ 3.30 PM TO 11.30 PM
SHIFT ‘C’ 11.30 PM TO 7.30 AM
The employees work for 8 hours a day for 6 days in a week which
leads to a total of 286 days, however the management does not
encourage overtime. The employees are allowed to avail 32 days
leave in a year.
The welfare club is also provided for the employees as well as to
their wives and children. There is crèche system maintained to the
children of the employees. Basic necessity like milk and food is
provided to children while in the crèche. The company provides all
types of loans to the employees. There are three workers colonies
where the first colony accommodates 1158 people, the second colony
1200 people and the third colony takes 300 workers.
EXCELLENT MANAGEMENT EMPLOYEE RELATIONSHIP IS
CHARACTERISED BY:
Participating Management.
Communication & Information sharing.
Team Work & “ Kaizen “.
Party among employees.
Pen office culture for easier accessibility.
They have a well-established suggestion scheme, which
encourage employees to share their viewpoints. The suggestion
system is divided into three phrases, which is as follows:
Whenever an employee has an idea, it should come out and be
known to all.
Any suggestion is not considered as a complaint. The suggestion
can be given in a department.
SUGGESTION SCHEME AND QUALITY CIRCLES:
1 ST PHASE: The management received 56000 suggestion in 1st year
alone, out of those 16000 ideas were implemented, which saved 3
crores for the company. 10% of the savings goes to the employees
who came up with the suggestions.
2 ND PHASE: There is now a minimum of 13 suggestions per employee.
3 RD PHASE: Each employee is allowed only 5 suggestion but the best
one will be implemented.
4 TH PHASE: There will be only 5 suggestions closed in 1 year but all of
them will be implemented.
MARUTI CULTURE:
Building a distinctive organisational culture is one of the most
challenging tasks facing a company. Organisational Culture means a
philosophy, which guides actions and behavioural patterns of
employees. It also defines the work environment. Maruti has created a
distinctive work culture whereby a ‘WE’ feeling dominates among
employees and each one considers himself/herself an important
member of Maruti family. Each individual is given total respecting
whatever the job he/she may be doing. All employees wear the same
uniform, eat in the same canteen, travel by the same bus and sit in
open offices irrespective of the nature of their work or position in the
company’s hierarchy. All employees endeavor to participate in the
growth of company. Forums like MARUTI SAHYOG SAMITI,
SUGGESTION SCHEME & SMALL GROUP ACTIVITY, AND QUALITY
CIRCLES go a long way to promote teamwork and information sharing
among the employees.
DISCIPLINE:
Discipline, too, is an important aspect of Maruti work culture.
Adherence to systems, rules and regulations will ensure quality in out
products and services while maintaining a peaceful work environment.
QUALITY GROUPS:
Each quality group consists of 350 quality circles. There are a
total of 450 ‘ Kaizen “ group (“ Kaizen “ means continuous
improvement in the system). The best groups are closed and sent to
Japan for training. Every year, 1400 people from Maruti are trained in
Japan. They learn various types of working system there and
implement them here.
EMPLOYEES PATH TO SUCCESS:
Team work and recognition that each employee future growth
and prosperity is totally dependent on the company’s growth and
prosperity.
Organisation and individual discipline.
Constant increase of productivity of labour and capital.
Steady improvement of quality and reduction of costs.
Customer orientation.
Having long term objective and policies and confidence in
attaining their goals.
Respect for laws, ethics and human kind.
EXPORT:
Maruti has gone beyond being just a house hold name in India.
The pulse of India resonates across the globe, as contented Maruti
owners drive their vehicle on the roads of fine continents. Maruti’s
popular vehicles, which combine elegance, efficiency and luxury and
are at affordable process, have stormed frontiers from Australia to
Chile and from Germany to Zimbabwe. India’s greatest automobile
success story is now a well - established symbol of universal appeal.
Their main
importers are:
Australia
Chile
France
Germany
Greece.
Hungary
Italy
Malta
Netherlands
Nepal
Poland
Portugal
Sri Lanka
Uruguay
Yugoslavia
While other
importers are:
Argentina
Austria
Bahamas
Bangladesh
Belgium
Bhutan
Cyprus
Denmark
Egypt
Guinea Israel
Lebanon
New Zealand
Nigeria
Russia
Ireland
During the last two year 32,000 vehicles
have been exported. This year it is targeted to
25,000. And so far around 20,000 cars have
been exported
DESCRIPTION OF PRATHAM MOTORS MARUTI ZEN
As the research study is done with special reference to car
‘MARUTI ZEN’, it is necessary to know the product information in depth.
MARUTI ZEN – ‘THE WORLD CAR’
This is the collaboration with SUZUKI Company of Japan. It is
exported to over 40 countries around the world, with 90% of its
exports being to Western Europe. Its unbeatable combination of
power, performance and comfort makes the ZEN one of the most
popular cars in highly competitive markets such As Holland, Italy,
Germany, and the
United Kingdom.
MODELS AVAILABLRE ARE:
1) ZEN VX.
2) ZEN VXI.
3) ZEN LX.
4) ZEN DIESEL.
5) ZEN AUTOMATIC AND
6) ZEN CLASSIC.
The Zen VX is truly a world class car. It represents the highest
standards in performance, handling, comfort and reliability. Its unique
aerodynamic jellybean shape and the lightweight all aluminum, one
liter engines combine to give phenomenal performance and
unmatched driving pleasure.
ZEN provides the perfect and ultimate egression of the family
active lifestyles, which reflects the buyer’s concern for vehicle out
look, as well as economy. ZEN also appeal to the entrepreneur and
small business owner who requires a small, fuel efficient but versatile
car with family transportation requirement. ZEN is a family –oriented
car but equally suitable for the individual lifestyle.
The small car buyers are being increasingly exposed to offerings
in the premium car segment. The MARUTI ZEN will certainly raise level
of customer satisfaction.
The price of the small car came attractively as a gift from the
heaven and was followed by unprecedented demand, availability of
finance from different financial institutions, and better product
performance. Further more, with increasing concerns regarding
environment and steadily rising fuel costs, Indian costumers are much
sensitized today to emission level from car and fuel efficiency.
A car that brings the state of the automotive art worldwide. The
ZEN is truly a ‘WORLD CAR’
The Zen has been rated as:
1. Number 1 import into Europe in its category in 1997.
2. Number 1 car in its category in Belgium and the Netherlands in
1997.
3. Best car in its category in 1997 by Belgium magazine auto guide
and lemonteur.
4. Number 1 car in the U. K in terms of operating costs by CAP motor
research and Parker’s price guide in 1997.
5. Best car in its category in 1995 by Dutch magazine Auto week and
Autokampioes.
A BRIEF DISCUSSION ON COMPETATIVE BRAND OF
CARS.
The company can launch more precise attacks on its competitors
and can prepare stronger defense against attacks. Thus knowing one’s
competitors is critical in effective marketing planning. A Company most
constantly compares its products, price, channels and promotion with its
close competitors.
AS IN SMALL CAR DIVISIONS, ‘THE MARUTI ZEN’ HAS 4 MAIN
COMPETIOTORS IN THE MARKET THEY ARE:
1. HYUNDAI SANTRO.
2. DAEWOO MATIZ.
3. TATA INDICA.
4. FIAT PALIO
Zen still rules:
Zen of Maruti Pratham has recorded a sale of 6,335 units in April
this year, with Hyundai Santro and Daewoo Matiz closely racing
behind it. With this it has retained its leadership in the premium small
car segment.
However, Maruti has sold 30,377 cars in April 2000, compared to
44,167 units in the previous year recording a decline of 31.2%. .
Maruti Pratham sold 13,596 units of ‘Maruti-800’, 6081 units of Omni
and 1764 units of Wagon-R during the month.
Hyundai bagged the second place by selling 5,603 units of
Santro. It was followed by Daewoo, which managed to retain the third
position in the segment with sales of 4902 units.
ZEN SALES IN THE YEAR 2004
Sales of Zen, which is facing tough competition from Hyundai
Santro, Tata Indica and Daewoo Matiz, jumped by 39.5 per cent to
6,581 units during the review month, a company statement.
Maruti Pratham has achieved a 22 per cent jump in car sales to
30,591 units in February as against 25,177 units in the same month
last year. However, the company's bread and butter model, Maruti-
800 could register a sales growth of just 1.4 per cent at 13,939 units.
In the B- (Zen, Santro, and Indica)-segment, Maruti cornered 51
per cent share of the market. It sold 12,054 units in this segment, with
flagship Zen leading the charge. Its sales stood at 6,745 units.
"Maruti's share in the competitive B segment shot up to 51 per
cent in July 2004, from 31 per cent in July 2004," the company
claimed. Cumulative sales in the April-July period were 15 per cent
higher than in the same period last year, the company said.
Source: Financial Express (Online Edition) (AUG-6TH- 2004)
MARUTI ZEN ‘WORLD CAR’
HYUNDAI SANTRO
HYUNDAI SANTRO cars belong to HYUNDAI MOTORS INDIA PVT.
LTD. Hyundai has a presence of 168 countries across the world. The
corporate philosophy of the company is to develop mutually
relationships with other nations and communities.
HYUNDAI SANTRO has the special called by the name “TALL-BOY”
which arrived in the mid of nineties, Inorder to fulfill the desire of
customers to own a modern, technological, fuel efficient, luxury car.
Hyundai Santro has been pitted against the Zen in the small
compact car segment. Santro notched up sales of 7,214 units in
September last year and 6,207 in October against Zen's 7,479 and
6,382, respectively. Subsequently, Zen increased its lead by selling
7,226 units in November against 6,301 Santros.
Hyundai bagged the0 second place by selling 5,603 units of
Santro in the year 2004. And Zen in the first place.
Santro's success is partly attributed to Hyundai's success in
leveraging the "Tall Boy" design, which gives more space, especially
headroom.
Source: Financial Express (Online Edition) (12/21/01).
Hyundai bagged the second place by selling 5,603 units of
Santro.The world SANTRO spells success. It has feature sought by a car
enthusiast, complied into one. An acronym was developed for the Santro
and it very ingeniously gives as to what the car is all about.
HYUNDAI SANTRO (THE “TALL BOY”)
DAEWOO MATIZ
DAEWOO MATIZ is one of the competitors to MARUTI ZEN.
The Matiz is called as the cute car and known as world’s best small car.
It is the best looking car to hit Indian roads.
The 3-cylinder motor displaces 796cc and gets its fluid via multi-
point fuel injection systems. It can sprint easily to 125 km/hr very fast.
There is ample legroom both in the from and back. One can sit in the
rear without any weird bending of the torso. Mileage of around 14-16 in
city.
Daewoo Motors India Limited (DMIL) has sold 4,720 units in
September this year compared to 3,166 units in the same month last
year, an increase of about 49 per cent.
Out of 4,902 units, Matiz accounted for 4,539 units while Cielo
and Nexia made up for the rest. DMIL also exported 15 units of Matiz
last month. September sales reflect growth over the previous month
when the company sold 4,902 cars.
Now the Daewoo Motors India Limited has acquire the third
place where Hyundai Santro in second place and Maruti Zen in the
first place in sales for the year 2003-2004
DAEWOO MATIZ
TATA INDICA
TATA INDICA is the one of the most famous brand and product
of India as well as in the world. This car belongs to the TELCO. It
matches the world’s best styling. The 4 cylinder 1400 cc engines. First
petrol car was released after a few months’ diesel cars were
introduced which influenced in good sales in the market.
The main point in its phenomenal pulling power with collapsible
power steering the car can serve with ease. A TELCO boast of
providing a car with esteem’s space and Zen’s power.
Tata Indica is harping on the ultimate driving experience of
worked class indigenous car, matches the mileage of Zen. The Indica
is the only car in its class that offers an 18-month ultimate km
warranty. After all Indica belongs to TATA administered company.
Beset by a loss of RS 500 crore in last fiscal, largely due to
dipping sales of premium small car 'Indica' coupled with consumer
complaints about the car, Tata Engineering (Telco) rolled out
improved variants this year, including even with a petrol engine.
This worked wonders as sales during the last three months
moved upwards. Besides, Telco also introduced more user- friendly
versions of the multi-utility-vehicle 'Sumo' following the success of
Toyota's 'Qualis'.
Source: Times of India (Online edition) (12/26/01)
Models are available are:
Petrol: STANDARD (DL) Diesel: STANDARD AC &
DELUXE
TATA INDICA
FIAT PALIO
Firstly PALIO was introduced by premier automobiles inorder to
produce the boxy-looking and outdated UNO. So Fiat Company realized
that the only modification in existing products is necessary in order to
survive in the market and made a fresh start with product FIAT PALIO.
In present market situation PALIO is gaining customers attention
by its own design, its out-look is really inspiring any customer can go for
it.
Now Palio is giving competition to MARUTI ZEN by applying the
hatchback.Company is also giving much importance to the colors of the
cars, which are unique and ultimate to view the palio cars. From June
2004 it is slowly acquiring the market and giving a tough competition to
the other competitors like MUL, DAEWOO MATIZ, HYUNDAI SANTRO ETC.
It’s the latest evolution of fiats world car platform, which has been
success in emerging the markets around the globe. The PALIO initially
come with two design of engines, a base 1.2 liter and the sizzling 1.6
‘torque’; motor in a variety of trim levels. The idea is to span the entire
range of the economy car or ‘B-segment’ and peg the palio at different
prices points.
Now it is the time FIAT COMPANY to show whether it can survive or
not in the market with the so tough competition in the car market.
F I A T PALIO
TABLE # 1
Table showing Monthly income of Respondents:
Sl.No. Income No.of
Respondent
s
Percentage
1 Below Rs.10000 05 06%
2 Rs.10000-Rs.20000 36 45%
3 Rs.20000-Rs .30000 24 30%
4 Above Rs.30000 15 19%
Total 80 100
The above table shows that 45% of the respondents belong to
the income group of Rs.10,000-Rs20,000. The people of income group
RS 20,000-30,000 with 30% follow them respectively.
As income group ABOVE RS 30,000 are followed with 19%
respectively. And 6% of respondents with an income group of below
10,000/- per month preferred to buy Maruti Zen
From the survey it is clear that the middle-high class group of
people are much going for the MARUTI ZEN.
This is represented with a graph.
TABLE # 2
Table showing why the Respondents go for MARUTI ZEN:
Sl.No
.
Reasons No. of
Respondent
s
Percentag
e
1 Previous one was old 03 04%
2 Dis-satisfied with the
previous one
07 09%
3 Desire to have best small
car
55 69%
4 Increase in financial status 15 18%
Total 80 100%
69% of the of the respondents preferred or desired to have the
best small car ‘MARUTI ZEN’.
18 % of the consumers went for it in the increase of their
financial status which made to buy the ZEN. And remaining 9% of the
consumers were dis- satisfied with the previous one which shows that
the previous one was not upto the level of ‘MARUTI Zen’s quality.
And the reaming 4% respondent of preferred to buy Maruti Zen since
the previous one was old.
This is represented with a graph.
TABLE # 3
Table showing Reasons for why respondents purchase MARUTI ZEN:
Sl.No. Reasons No.of
Respondents
Percentag
e
1 Easy maintenance 11 14%
2 Good in fuel efficiency 40 50%
3 Advanced Technology 15 19%
4 Vehicle outlook 14 17%
5 Low price 00 0%
Total 80 100%
50% of the consumers chose MARUTI ZEN because it is of the
good in fuel efficiency. Advanced technology as next to follow with
19% respectively, as well as 17% of the consumer’s follows with
vehicle outlook. And 14% of the respondents preferred to buy Maruti
Zen since it was easy to maintain.
This table shows or makes clear that over all performance of the
ZEN is highly satisfying the customers.
This is represented with a graph.
TABLE # 4
Table showing from where Respondents get information about
MARUTI ZEN:
Sl.No. Source No.of
Respondents
Percentag
e
1 Advertisements 50 64%
2 Dealers 07 08%
3 Friends &
Relatives
15 19%
4 Mechanics 08 09%
Total 80 100%
According to the survey, the customers are mainly influenced by
the advertisements in different Medias, which stands at 64%. Friends
and relatives next to follow with 19%, which influences to buy the
ZEN.
nod 9% & 8% of respondents obtained the information through
mechanics and dealers respectively.
This is represented with a graph.
TABLE # 5
TABLE #5
Table showing total number of brands considered before
buying MARUTI ZEN:
Sl.No. No.of
Brands
No.of
Respondents
Percentage
1 One 00 00%
2 Two 14 18%
3 Three 58 72%
4 Four &
above
08 10%
Total 80 100%
72% of the customers have considered three brands before
taking the final decision to buy the ZEN, and 18% of the customers
have considered two brands. And 10% of respondents have
considered four and above brands before buying Maruti Zen.
This shows that the Zen is competing with atleast 3 brands of
cars in the market and stands in its own position in sales.
This is represented with a graph.
TABLE # 6
Table showing time taken for final decision to buy MARUTI
ZEN by the Respondents:
Sl.No. Time taken No.of
Respondents
Percentage
1 Within a Week 10 12%
2 Within a Month 15 19%
3 Within 3 Months 43 54%
4 Above 3 Months 12 15%
Total 80 100%
By the above table it is clear that 54% of the respondents took
time for final decision to buy the MARUTI ZEN. Respectively 19% of
the costumers next to follow within a month to buy the same.
And 12% & 15% of the respondents took time for final decision
to buy Maruti Zen that is within a week and above 3 months
respectively.
This makes clear that the consumers will be always aware
regarding the market and they take time to think, to go for any
product.
This is represented with a graph.
TABLE # 7
Table showing who made the final decision to buy the MARUTI
ZEN:
Sl.No
.
Decision taken
by
No. of
Respondents
Percentag
e
1 Solely 22 27%
2 Along with parents 19 24%
3 Spouse 28 35%
4 Friends 11 14%
5 Children 00 00%
6 Others 00 00%
Total 80 100%
The above table shows that 35% of the consumers made
decision with spouse. And secondly 27% of the customers took
decision solely. Along with parents as next to follow with 24%. &
14% of the respondents made their decision with friends regarding
buying the Maruti Zen.
This is represented with a graph.
TABLE # 8
Table showing how often the vehicle is used by the
respondents.
Sl.No. Frequency No.of
Respondent
s
Percentage
1 Every day 62 78%
2 Weekly 14 17%
3 Occasionally 04 05%
Total 80 100%
This table shows that the 78% respondents of use the car for
daily use. And 17% of the customers are next to follow with; who use
the car weekly. And 5% of the respondents use their cars occasionally
From this table we can make out that businessmen, individuals,
professionals, small family and office going people are the most using
the ZEN.
Even this is represented in the form of graph.
TABLE # 9
Table showing number of users of MARUTI ZEN in a family:
Sl.No. Users No.of
Respondents
Percentage
1 One 43 53%
2 Two 19 24%
3 Three 14 18%
4 Four & above 04 05%
Total 80 100%
This table shows that the 53% of the respondents use the care
solely. Two users are next to follow with 24% respectively. Three users
are next to follow with 18% respectively.
Here 53% of the respondents opinioned that car is used by one
person in the family. And 24% of the respondents opinioned that car is
used by two persons in the family. And 18% of them claimed that 3
persons are using the cars in the family. 5% respondents opinioned
that 4 and above use the car in the family.
This is represented in the graphical form
TABLE # 10
Table showing Distance traveled daily by the Respondents:
Sl.No
.
Distance No.of
Respondent
s
Percentage
1 Less than 20 Kms 04 05%
2 20 Kms –35 Kms 45 57%
3 50 Kms & above 31 38%
Total 80 100%
From the above table it is clear that 57% of the
respondents. Travel between 20-35 kms. And 38% of respondents
claimed that they travel 50 kms and above. Remaining respondents
said that, they travel less that 20 kms.
This is represented in the graphical form.
TABLE # 11
Table showing how the Respondents rate the new technology
in MARUTI ZEN:
Sl.No
.
Opinion No.of
Respondent
s
Percentage
1 Fair 09 11%
2 Good 55 69%
3 Excellent 16 20%
4 Not upto expected
level
00 00%
Total 80 100%
This table clearly the 69% indicates that the customers find
GOOD technology and 20% 0f the respondents follow with the opinion
EXCELLENT. And remaining 11% of the respondents with the opinion
of FAIR.
From the survey it is clear that majority of the respondents gave
their opinion about new technology in Maruti Zen as good technology.
This is represented in the graphical form.
TABLE # 12
Tables showing how often the Respondents go for
Service:
Sl.No. Frequency No.of
Respondents
Percentag
e
1 Weekly 00 00%
2 Monthly 16 20%
3 Once in 3 Months 44 55%
4 Once in 6 Months 12 16%
5 Not frequently 08 09%
Total 80 100%
This table shows that the 55% of the respondents go for service
ONCE IN 3 MONTHS. And other 20% of the respondents go for ONCE
IN 6 MONTHS. And next to follow is with 16% of the respondents go
ONCE IN A MONTH.
From the survey it is clear that majority of the respondents go
for service once in a 3 months.
This is represented in graphical form.
TABLE # 13
Table showing the Quality of spares of MARUTI ZEN:
From the above table it is clear that 67% of the customers believes
that the
Sl.No. Opinion No.of
Respondents
Percentag
e
1 Excellent 15 19%
2 Good 54 67%
3 Fair 11 14%
4 Poor 00 00%
Total 80 100%
spares of the Maruti Zen are GOOD. And are rated as excellent by the
19% of the respondents and as by the 14% respondents says fair.
(Company is using the GENUINE SPARE PARTS.)
This is represented in a graphical form.
TABLE # 14
Table showing the rate of the spares concerned with
price:
Sl.No. Rate No. of
Respondents
Percentag
e
1 Cheap 00 00%
2 Reasonabl
e
64 80%
3 Too Costly 16 20%
Total 80 100%
This table clearly shows that the respondents have shown
satisfactory results with spares concerned with price factor, which
stands at 80%. No respondents consider it as low price.
Too costly as next to follow with 20% respectively.
This is represented in a graphical form.
TABLE # 15
Table showing satisfaction of respondents regarding
service of MARUTI ZEN:
Sl.No. Opinion No.of
Respondents
Percentag
e
1 Excellent 14 18%
2 Good 58 72%
3 Fair 08 10%
4 Poor 00 00%
Total 80 100%
This table shows with regards to satisfaction of respondents.
72% of the respondents were highly satisfied with the service done by
the company. This shows that the wide range of customers have
accepted the service renders capability.
And 18% & 10% of the respondents consider excellent and fair
respectively.
This is represented in a graphical form.
TABLE # 16
Table showing whether Respondents face any delay in
servicing of MARUTI ZEN:
Sl.No
.
Opinion No.of
Respondent
s
Percentage
1 Yes 00 00%
2 No 80 100%
Total 80 100%
From the above table it is clear that the respondents are highly
satisfied with time factor of the service station.
This table also focuses that the capability of the company, that
it never give the way to dis-satisfy the customers.
This is represented in a graphical form.
TABLE # 17
Table showing whether Respondents like to recommend
others to buy the MARUTI ZEN:
Sl.No. Recommend No. of
Respondent
Percentage
s
1 Yes 80 100%
2 No 00 00%
Total 80 100%
The 100% of the respondents are given that the opinion in
advising their friends and others to buy the same car i.e. MARUTI
ZEN ‘THE WORLD CAR’.
This is represented in a graphical form.
FINDINGS:
1. Majority of the customer say that they desired to have the best
small car which is the ultimate factor in making the purchase
decision.
2. From the survey it is very clear that consumer are highly
satisfied with fuel efficiency of the vehicle MARUTI ZEN.
3. From the survey findings, advertisements made by the company
were attractive and possessive for the product.
4. From the survey it comes to know that consumers considered
more than 3 brands of cars before purchasing the Zen, and
made clear that consumers are always aware of different
brands in the market.
5. Most of the respondents use the vehicle daily with average of
35kms; we can make out that vehicle suits in city drive with
ease.
6. All most all the respondents in the survey are highly satisfied
with the performance or technology in the vehicle, which
made the product to sustain growth in the market.
7. Respondents have rate the spare of the MARUTI Zen’s are good
concerned with quality and have given satisfactory opinion
regarding the company.
8. Respondents have also given the opinion that the price of the
Spares are reasonable and satisfied upto the level.
9. Majorities of the respondents are highly satisfied with service
done by the company’s authorised service station.
10. It is reveled from the survey; majority of the customers say that
it is a complete family car and agree the word ‘MARUTI
ZEN THE WORLD CAR’.
11. It is found from the survey that majority of the customers advise
others to purchase the same vehicle.
SUGGESTIONS:
Suggestions offered are based on the findings of the study
conducted.
In all the respects MARUTI PRATHAM MOTORS PVT LTD. is find to be the
biggest competitor to the HYUNDAI SANTRO, DAEWOO MATIZ, TATA
INDICA AND FINALLY FIAT PALIO. So innovative strategy should be
adopted to compete with competitors.
Consumer awareness regarding the MARUTI PRATHAM MOTORS PVT
LIMITED, is at the peak, organization must make use of it.
Since the market condition is much concentrated on small car Segments,
the Company should advertise the benefits of the vehicle.
Company should widen the area of dealers by appointing more number of
dealers and the building outlook should be designed in such a way that it
attracts the prospective customers.
Much more sales persons should be appointed who have good and high
communication skills, so that they can convince the costumers easily and
should be able to delight the customer which is very essential in sales and
service field.
Display should be made in the public places like exhibitions, Clubs, main
streets of the cities, etc so that the customers come to know about the
product very easily.
Test drives facilities should be made in a highly reputed companies like.
So that the prospective buyers get desire to go for the product. This
method influences the buyer to buy, since it directly creates a
psychological effect .
The outlook of the vehicle can be still modified so that it creates a new
demand in the car market and attract new customers which further
improves sales.
CONCLUSION
Maruti Zen has actually ascended the aspiration curve with its brand.
Phenomena probably brought about by its commonality on the capital’s
roads. Maruti finds high acceptance amongst housewives and also by young
adults.
Its common road presence has helped brand gain acceptance across
segments. It obviously emerges as an urban brand. The small car buyers are
being increasingly exposed to offerings in the premium car segment. The
MARUTI ZEN will certainly raise level of customer satisfaction.
Customers are highly satisfied with the Zen’s technology, Outlook, fuel
efficiency, their Satisfaction regarding the purchase of the product, etc. It is
reveled from the survey; majority of the customers say that it is a complete
family car and agree the word ‘MARUTI ZEN THE WORLD CAR’.
QUESTIONNAIRE
A Study On Consumer Satisfaction Towards Maruti Zen With Special Reference To
Pratham Motors
1. NAME : __________________________________
2. AGE : __________________________________
3. QUALIFICATION : __________________________________
4. OCCUPATION : __________________________________
5. MONTHLY INCOME
Below 10,000 ( ) 20,000 to 30,000 ( )
10,000 to 20,000( ) Above 30,000 ( )
6. Why did you go for MARUTI ZEN
Previous one was old ( ) Dissatisfied with the previous one ( )
Desire to have best small car ( ) Increase in financial status ( )
7. What made you to purchase MARUTI ZEN
Easy Maintenance ( ) Good in Fuel Efficiency ( )
Low price ( ) Advanced Technology ( )
Vehicle Out-look ( )
8. Where did you get information about MARUTI ZEN
Advertisements ( ) Dealers ( )
Friends & Relatives ( ) Mechanics ( )
9. Total Number of brands considered before buying MARUTI ZEN
One ( ) Three ( )
Two ( ) Four & Above ( )
11. Time taken for final decision to buying MARUTI ZEN
Within a Week ( ) Within a Month ( )
Within 3 Months ( ) Above 3 Months ( )
12. Who made the Final Decision
Solely ( ) Along with Parents ( )
Spouse ( ) Friends ( )
Others ( ) Children ( )
13. How often the vehicle is used
Every day ( ) Weekly ( ) Occasionally ( )
14. Number of users of your vehicle
One ( ) Three ( )
Two ( ) Four & above ( )
15. Distance traveled daily.
Less Than 20Kms ( ) 20 – 35 Kms ( ) 50Kms and above ( )
16. How do you find New Technology in MARUTI ZEN
Fair ( ) Good ( )
Excellent ( ) Not upto expected level ( )
17. How often you go for Service
Weekly ( ) Monthly ( )
Once in 3 months ( ) Once in Six Month ( )
Not frequently ( )
18. How often you go for Service
Fair ( ) Good ( )
Excellent ( ) Poor ( )
19. How do you rate the spares concerned with price.
Cheap ( ) Reasonable ( ) Too Costly ( )
20. Your Satisfaction regarding service
Fair ( ) Good ( )
Excellent ( ) Poor ( )
21. Have you faced any delay in servicing of your MARUTI ZEN
Yes ( ) No ( )
22. Your Suggestion/opinion regarding MARUTHI PRATHAM MOTORS
PVT.LTD
CUSTOMER SIGNATURE
BIBLIOGRAPHY
1. “Consumer Satisfaction” by Leon G.Schiffman and Leslif Lazar Kanuk.
2. “Marketing Management, Analysis, Planning, Implementation and
Control” by PHILIP KOTLER.
3. “Marketing Management” by MARTIN ZOBER.
JOURNALS AND MAGAZINES:
THE ECONOMIC TIMES
A&M (ADVERTIZING & MARKETING )
INDIAN AUTO JOURNAL