Description
Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation.
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A STUDY ON CUSTOMER SASTIFICATION & SALES PROMOTION ON THE SERVICE PROVIDED BY THE DELEARS OF ABT MARUTHI BY N. SAKTHIVEL (Reg No: 35103229) A PROJECT REPORT Submitted to the
SRM SCHOOL OF MANAGEMENT In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
SRM ENGINEERING COLLEGE SRM INSTITUTE OF SCIENCE AND TECHNOLOGY Deemed university CHENNAI JUNE - 2005
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BONAFIDE CERTIFICATE
Certified that this Project report titled “A Study on the customer satisfaction & sales promotion on the service provided by the dealers of ABT Maruthi Chennai”. Is the bonafide work of MR. N. SAKTHIVEL (Reg. No. 35103229) who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.
Signature of the Guide MR.C.Soundharrajan B.E, MBA, M.Phil (Sr.Lecture) (SRM School of Management)
Signature of the HOD Dr.Jayshree Suresh (SRM School of Management)
Signature of External Guide
Name of External Guide:
3 ABSTRACT
A study on “customer satisfaction & sales promotion on the service provided by the dealers”. To know customer’s attitude towards the quality of service and delivery process on time To find the customer perception towards sales person performance. After we getting the feedback we have to analysis it with this final report we have to adopt to our service.
The aim of this project has been to provide attitude about the products with various Alternatives to promote their products in the coming season with almost effectiveness the Objectives set for the project have been achieved successfully with the use of the devised Methodology. ACKNOWLEDGEMENT If words are considered as symbols of approval of acknowledgement then let the words play the heralding role of expressing my gratitude to all those who have helped me directly (or) indirectly in this project.
I express my sincere gratitude to Dr. JAYSHREE SURESH, Head of the department, SRM School of Management, for giving me the opportunity to develop this project. I express my sincere thanks to our guide advice for the completion of this project. MR.C.SOUNDHARRAJAN, B.E,
MBA, M.Phil, Sr.Lecture Faculty guide SRM School of Management for his valuable
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I am greatly privilege to express Mr. P.ADITYA SUNDER, sales manager ABT Maruthi Chennai. Region for allowing me to do Project in this esteemed organization for his encouragement and guidance for the completion of this project.
I wish to express my deep sense of gratitude to Mr. M.GANESH KUMAR Asst. sales manager ABT Maruthi Chennai. For their timely help and guidance. I express my sincere thanks to all my friends and family members for their constant support, blessings and co-operation, which they gave me at all steps of this project work.
TABLE OF CONTENTS
5 CHAPTER .NO I II III IV V VI VII VIII IX X INTRODUCTION STATEMENT OF THE PROBLEM OBJECTIVE OF THE STUDY REVIEW OF LITERATURE METHODOLOGY AND LIMITATIONS OF STUDY COMPANY PROFILE ANALYSIS AND INTERPRETATION FINDINGS SUGGESTIONS CONCLUSION 17 23 63 65 67 1 4 5 6 11 CHAPTER NAME PAGE NO.
XI XII
APPENDICES BIBLOIOBRAPHY LIST OF TABLES
68 69
TABLE NO.
TABLE NAME
PAGE
NO.
7.1 7.2 7.3 7.4
Experience in the showroom at the delivery time Sales person spent sufficient time & explain about the car Satisfied with the finance paper work Whether the car was delivered on promised line
23 25 27 29
6 7.5 7.6 7.7 7.8 7.9 7.10 7.11 7.12 7.13 7.14 7.15 7.16 7.17 7.18 7.19 Delivery person spent sufficient time on delivery Whether they offered a test drive during the visit Sales person who sold the car also deliver the car Ranking the factors at the time of purchase Satisfaction level with respect to R.C Satisfaction level with respect to invoice Satisfaction level with respect to payment Satisfaction level with respect to extended warranty Satisfaction level with respect to owners manual Satisfaction level with respect to insurance policy Confidence interval test One sample run test Chi-square test Ranking factor at the time of purchase Kalmogrov smirnov test 31 33 35 37 39 41 43 45 47 49 51 53 55 60 61
7 LIST OF FIGURES/CHARTS CHART NO. 7.1.1 7.2.1 7.3.1 7.4.1 7.5.1 7.6.1 7.7.1 7.8.1 7.9.1 7.10.1 7.11.1 7.12.1 7.13.1 7.14.1 CHART NAME Experience in the showroom at the delivery time Sales person spent sufficient time & explain about the car Satisfied with the finance paper work Whether the car was delivered on promised line Delivery person spent sufficient time on delivery Whether they offered a test drive during the visit Sales person who sold the car also deliver the car Ranking the factors at the time of purchase Satisfaction level with respect to r.c Satisfaction level with respect to invoice Satisfaction level with respect to payment Satisfaction level with respect to extended warranty Satisfaction level with respect to owners manual Satisfaction level with respect to insurance policy PAGE 24 26 28 30 32 34 36 38 40 42 44 46 48 50 NO.
LIST OF ABBREVIATIOINS ABT ANNAMALI BUS TRANSPORTS
PSF
POST SALES FOLLUP
CBUS
COMPLETELY BUILT UNITS
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CHAPTER- I INTRODUCTION 1 .1 INTRODUCTION
Customer satisfaction is a must in business. Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his or her expectations.
Satisfaction is a function of perceived performance and expectations. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along.
The producer’s attempts to find out people who will pay for his product and buy them for his own satisfaction from the products while manufactures make decision of the scope for the products, they satisfy consumer wants and needs. Advertisers try to understand basic forces that cost human behaviour with in the market. They get such knowledge from psychology and sociology for their desires. This is called consumer behaviour, which is used to construct models by which marketing people plan strategies, later on, these are used in advertising campaign.
9 The customer is the theme of all business functions. The purpose of business is to create and keep customers. If the customers are not satisfied, a day would come when there will be no customers to do business with. Therefore, the customer should be put at the center of all business activities, cutting across function and hierarchical boundaries.
The marketing concept holds that the key to achieving organisational goals consist of being more effective than competitors in integrating marketing activities towards determining and satisfying the needs and wants of target markets. “Meeting needs profitability” “Find wants and fill them” “Love the customers, not the product” Marketing activities should be carried out under a well-thought-out philosophy of efficient, effective, and socially responsible marketing. There are five competing concepts under which organisation can choose to conduct their marketing activities. The production concept, the product concept, the selling/sales concept, the marketing concept, and the social marketing concept.
1. 2 MARUTHI SUZUKI ADVANTAGE The Indian Automobile Industry is undergoing an exciting revolution that is going to change the way we all look at cars the face of the Indian consumers is rapidly changing and with new players entering the market there are increasing number of options available to the consumer. Maruthi Suzuki is the only company that present the market with a range of cars one for every purpose and backed up by 7 powerful advantages 1. Revolutionary Japanese Auto manufacturing.
10 2. Suzuki world leader incompact cars. 3. The expertise of India’s largest automobile company. 4. The support of India’s largest network. 5. Advanced technology. 6. Over 30000 trained service personnel. 7. Value driven package.
1.3 INDIA’S LARGEST AUTOMOBILE COMPANY Constantly innovating and upgrading technology. One new product launched every year on a average. The Baleno launched in 1999. Wagon R launched in 2000 & Versa in 2001. More than 30 lakh proud and satisfied owners. A commitment to delivering quality products. The entire product range has been updated with MPFI engines.
11 CHAPTER-II STATEMENT OF THE PROBLEM 2. 1 STATEMENT OF THE PROBLEM This study is “customer satisfaction & sales promotion on the service provided by the dealers”. The market area taken for study is in through out Chennai. “Providing quality service for increasing sales and customer satisfaction”. Today’s marketing environment is highly competitive. There are too many products chasing a few customers. All the producers are trying to expand their market share and outsource competitors in quality, range, colour, effective distribution, Inventions, Package etc.finally the companies that best satisfy their customers will be the winner.
CHAPTER-III OBJECTIVE OF STUDY 3.1 Primary objective 3.2 secondary objectives
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OBJECTIVES OF THE STUDY
3.1 PRIMARY OBJECTIVE The main objective of the study is “A STUDY ON CUSTOMER SATISFACTION & SALES PROMOTION ON THE SERVICE PROVIDED BY THE DEALER”
3.2 SECONDARY OBJECTIVE 1. To study the customers attitude towards the quality of service on sales and delivery process 2. To find out the customer perception towards the salesman performance 3. To find out the post purchase behavior of the ABT Maruti customers 4. To find the post delivery contacts made by ABT Maruti
CHAPTER-IV REVIEW OF LITERATURE 4.1 REVIEW OF LITERATURE Dealership - is the most active and attractive sector of the last decade. While the dealers industry itself has been present through history in our country, it is only in the recent past that it has witnessed so much dynamism. It is the latest bandwagon that has witnessed hordes of players leaping onto it.
The word dealers is derived from the old French word 'deale', which means 'to cut
13 up' or 'to break the bulk'. In the words of Philip Kotler, “Dealers includes all the activities involved in selling goods or services directly to retailers for personal, non business use”.
Dealership is the final stage in the distribution process (from manufacturer to consumer), in which the retailer, as an intermediary, collects an assortment of goods and services from various sources and offers them to the customers. Wide retail assortments enable customers to undertake one stop shopping and consumers are able to choose and buy the product version and quantity that they desire.
Dealers one of the largest sectors in the global economy, is going through a transition phase not only in India but the world over. For a long time, the corner grocery store was the only choice available to the consumer, especially in the urban areas. This is slowly
giving way to international formats of retailing. The traditional food and grocery segment has seen the emergence of supermarkets/grocery chains (Food World, Nilgiris, Apna Bazaar), convenience stores (ConveniO, HP Speedmart) and fast-food chains (McDonalds, Dominos).
It is in the non-food segment, however that foray has been made into a variety of new sectors. These include lifestyle/fashion segments (Shoppers' Stop, Globus, Lifestyle, Westside), apparel/accessories (Pantaloon, Levi's, Reebok), books/music/gifts (Archies, Music World, Hallmark, Crosswords, Landmark), appliances and consumer durables (Viveks, Jainsons, Vasant & Co.), drugs and pharmacy (Health & Glow, Apollo).
The emergence of retailing in India has more to do with increasing in the purchasing power of buyers, especially post- liberalization, increase in product variety, and also
14 increasing economies of scale, resulting from use of modern supply and distribution management solutions. 4.2 INDIAN DEALERSHIP INDUSTRY
Indian dealers Industry is big but different from most developed countries and many Asian countries also. India’s organized retailing share is currently only 2% of its total retail business whereas in comparison to USA (85%), Malaysia (55%), Thailand (40%), Brazil (36%) and China’s (20%), The largest private company in retail sector in India is about US $ 100 mn.
Currently, retailing is fragmented (12 mn retail outlets) and is dominated by neighborhoods stores (more than 90%) with an average of less than 500 sq feet retail space. Although the new formats of retailing have also started to appear with the emergence of departmental stores, franchisee stores and specialty stores, this trend is limited only to top 15 cities in India, which caters to 33% of the population and has 38% of the top socioeconomic consumers.
The current structure is in favor of manufacturers who are more powerful than retailers, quite opposite to the developed countries. The supply chain from manufacturers to retailers on an average has three tiers (manufacturers – wholesalers/distributors- dealers/ retailers). The middlemen (wholesalers/distributors and dealers) adds to the price of the products with little value addition and act as barriers to the new manufacturers who can not escape them to reach directly to the fragmented retailers. Hindustan Lever Ltd, one of the largest Indian FMCG (Fast moving consumer goods) has a reach of 3 mn retail outlets through the army of such middlemen. This makes the market complex and complicated for
15 any new entrants and gives local companies edge over the multinationals and thus it becomes necessary for foreign companies to enter in the Indian market to have a joint venture with local companies. 4.3 The findings recommendation and conclusion of previous work has been us follow 1. Majority of the customers says, the hospitality exhibited by reception staff is excellent, the administrative staff is very good and by delivery staff is excellent. Therefore majority of the customer feel the overall experience of hospitality is excellent, it support the positive. 2. The experience at the time of delivery is good, it also shows the positive results 3. There is a relationship between the hospitability exhibited by the delivery staff and the briefing of extended warranty. And hospitality exhibited by the delivery staff and the briefings of the service network are dependent. 4. The sales persons performance and sales experiences shows a positive result. 4.4 Recommendation: 1. The regular contacts (i.e.) the post delivery contacts has to be improved. For this the company has to wish the customers on special occasions and On their birth days, this will create a good impression and also periodically The company has to ask about the vehicles conditions. 2. Test drives has to offer to all the customers voluntarily. 3. For the customer’s who are taking door delivery the owners manual, Operating control and the extended warranty are not explained properly. To avoid this the concerned customer can come to the showroom directly,
16 for getting the information’s about the vehicle. 4. Majority of the customer are not satisfied with the after sales service. So Necessary steps should be taken to improve the after sales service in all Service stations. Because many of the customers are considering this after sales as the main factor while comparing to the showroom performance and other things. So it should be noted. 4.5 conclusions: In the study there are some factors like post delivery contacts, test Drive offerings, displays, and discounts/compliments and after sales service which are showing a negative results, so these aspects has to be taken in to consideration and the company has to concentrate more on these factors.
CHAPTER-V METHODOLOGY & LIMATION OF THE STUDY 5.1 RESEARCH METHODOLOGY 5.1 RESEARCH DESIGN A research design is purely and simply the framework or a study that guides the collection and analysis of data. The researchers will be required to prepare a research design, that is he will have to state the conceptual structure within which research would be conducted. It gives maximum information. The function of it is to provide for the collection relevant information with minimum expenditure, effort and time.
17 Descriptive study is adapted as the research design. Descriptive study is designed to describe the characteristics of users of a given product, the degree to which product use, varies with age, sex, income level, family size or other characteristics. 5.1.1 DETERMINING SAMPLE DESIGN All the items under consideration in any field of survey constitute a universe or population. A complete enumeration or all items in the population is known as census inquiry. But census inquiry is not possible in practice. So sample design is undertaken. It is a definite plan determined before any data are actually collected for obtaining a sample from given population. 5.1.2 SAMPLING PROCEDURE The sampling procedure adopted in this survey was simple random sampling. Here each member of the population had a known and equal change of being selected. The data were collected from different parts of Chennai. In the survey the majority was the students and followed by businessmen. 5.1.3 METHODS OF SAMPLING In this study non probability sampling has been adopted. Under the non probability sampling convenience sampling has been taken for the purpose of study 5.1.4 SAMPLE SIZE One can say that the sample must be an optimum size that it is should be excessively large nor too small. Technically, the sample size should be large enough to give a confidence interval of desired width and as such the size of the sample must be chosen by logical process before sample is taken from the universe. In order to extract much feasible results through the study. A sample size of 200 has been taken for the study.
18 5.1.5 SURVEY TECHNIQUE The technique used for conducting the survey is called Survey Technique. There are three technique to conduct the survey Viz. 1. 2. 3. Personal Interview Telephone Interview Mail Survey
The technique which has been in this survey is the Personal Interview. 5.1.6 QUESTIONNAIRE DESIGN “Questionnaire is considered as the heart of a survey operation”. Before finalizing the questionnaire design, a pilot study was conducted to test the questionnaires. Based on the feedback of the pilot study detailed questionnaires with both open-ended and close ended questions were finalized. In this project the questionnaire design chosen is a well structured non disguised questionnaire because of their of the information 5.1.7 Primary Data Collection Primary data are those which are collected a fresh and for the first time, and thus happen to be original in character Primary data collection is nothing but the data that is directly collected from the people by the researcher himself. Primary data may pertain to demographic / socio economic characteristics or the customers, altitudes and opinions of people, their awareness and knowledge and other similar aspects In this study Primary Data collection method has helped the researcher to a great extent in arriving at the results
19 5.1.8 METHODS OF PRIMARY DATA COLLECTION There are three methods of collecting Primary data 1. 2. 3. Survey Observation Experiments
Among these, the method adopted for the study was Survey Method 5.1.8.1 Survey Method Survey method is the systematic gathering of data from the respondents survey is the most commonly used method of primary data this is widely used because of its 1. 2. 3. Extreme Flexibility Reliability Easy Understandability
The main purpose of survey is facilitate understanding or enable prediction of some aspects of the population being surveyed 5.1.9 SURVEY TECHNIQUE The technique used for conducting the survey is called Survey Technique. There are three techniques to conduct the survey Viz. 4. 5. 6. Personal Interview Telephone Interview Mail Survey
The technique, which has been in this survey, is the Personal Interview. 5.1.10 DATA COLLECTION METHOD The instrument used to collect data for the study was the structured questionnaire. 5.1.11 SAMPLING
20 Sampling may be defined as the selection of some part of an aggregate or totality. On the basis of which a judgement or inference about the aggregate or totality is made. Research conducted by considering only a few units of population is called as Sampling. Sampling is an important and persuasive activity. Sampling technique has got its own Range of advantages 1. 2. 3. 4. Reduce cost owing to a study of selected units from the population Greater speed is there due to smaller units to be studied Greater accuracy is results Greater depth of information
5.1.12 METHODS OF SAMPLING In this study non probability sampling has been adopted. Under the non probability sampling convenience sampling has been taken for the purpose of study 5.1.13 CONVENIENCE SAMPLING The sampling units are chosen primarily on the basis of convenience to the researcher is known as Convenience Sampling 5.1.14 TOOLS USED FOR ANALYSIS The tools used in the project are given as follows: 1. Percentage Analysis 2. Weighted Average Method 3. Chi – square Test 4. One – way Analysis of Variance 5. Kendall’s Coefficient of Concordance 6. Kalmogrov Smirnov Test 7. Spearman’s Rank Correlation
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5.2 LIMITATIONS OF THE STUDY
The study has the following constraints 1. The sample sizes are restricted to 200 customers, due to the time and financial constraints. 2. 3. 4. Convenience sampling has its own limitations, being biased and unsatisfactory. 200 customers sample cannot be generalized to entire universe. The study is conducted considering the prevailing conditions that are subjected to change in future. 5. Also less cooperation from the respondents. CHAPTER-VI 6.1 COMPANY PROFILE 6.2 PRODUCT PROFILE 6.1 COMPANY PROFILE ABT Ltd, dealers for Maruti vehicles, has opened `True Value' outlets in Tiruchi and Coimbatore to facilitate sale/purchase of used cars. The company expects the volume of used car sales through its arms would account for at least 10 per cent of the new Maruti vehicles that it sells every month, according to Mr N. Shanmugasundaram, Chief Executive, ABT Ltd, Coimbatore.
22 He told Business Line that the company had opened a year back `Maruti True Value' outlets in Chennai and Madurai. The vehicles coming for exchange at the True Value outlets were refurbished and sold with a warranty. Explaining the reasons behind dealers themselves opening outlets for sale of used cars, he said in India, the used car business had remained largely unorganised with brokers calling the shots. But with the entry of car manufacturers into this segment, the business has become transparent and more organised. It has also become a win-win situation for both the buyer and the seller since both are assured of a fair valuation of the vehicles being offered for sale and the buyers have a reliable intermediary whose assessment of the vehicle's worth they could trust since it was done by personnel from Maruti itself. Mr Shanmugasundaram said the customer profile in Coimbatore was different because of greater awareness of automobile in the city. This resulted in better vehicle maintenance that ensured a better price for second hand vehicles. At present, the new car sales by ABT Maruti were around 600 vehicles a month. Each Maruti True Value showroom costs around Rs 25 lakh to establish. He attributed several reasons for the boom in the used car business currently underway in the country. The entry of the car manufacturers has lent greater credibility and transparency to the business. With rising disposable income, car owners were able to go for a faster upgradation of their vehicles than in the past and the car manufacturers were also helping this process by launching newer and trendier models that are also technologically superior and more contemporary in styling.
23 Asked about the legal problems vehicle sellers faced in some instances subsequent to selling, when vehicles sold were involved in accidents, due to the name transfer not being effected by the buyers, Mr Shanmugasundaram said the company closely followed whether the name change was made by the buyer once the transaction was completed. Mr Shanmugasundaram anticipated the used car market in India to undergo a major transformation and as in developed countries this would become a huge market for the organised players. To his company, this provided an opportunity to retain its existing customers. Maruti itself was encouraging its distributors to enter used car business, since it offered a huge business potential he said. 6.2 PRODUCT PROFILE India is now regarded as a manufacturing hub for mini cars. The exports of B segment cars has picked up in the current fiscal. The B segment seems to be a fast mover both in the domestic and the export markets if figures are anything to go by. A stupendous performance in small car exports has come as a saviour for overseas sales of the automobile industry. The latest Society of Indian Automobile Manufacturers (SIAM) survey reveals that between April 2001 and Feb 2002, car exports touched an estimated 42,444 units, growing 105% over the corresponding period of the previous year. In fact, car exports grew only 9% during the corresponding period (Apr to Feb) in 1999-2000 as compared to 2000-2001. Passenger car exports between April 1999 and Feb 2000 were 18,968 units, which grew slightly to 20,690 units during the period between April 2000 and February 2001.
24 Had it not been for the good performance of car exports, the figure might well have been negative as the exports of all other vehicles, excluding cars and motorcycles, figured in the negative territory. Among small car players, Maruti Udyog Limited (MUL), Hyundai Motor India (HMIL) and Tata Engineering (Telco) contribute significant numbers to exports. Maruti posted export figures of 8,559 units for the April 2001 to February 2002 period. Maruti's products, including the 800, Omni, Zen and Gypsy, have been exported to nearly 40 countries this fiscal. Maruti's Alto VX was launched at the Geneva Motor Show last month as the new Suzuki Alto to be sold in Western Europe, and has received a good response. Based on the orders received, Maruti will export 16,000 Alto VX cars to Western Europe. The Alto has a 1061 cc four-cylinder 16-valve engine, and a multi-point injection. It will be manufactured at Maruti's plant in Gurgaon In the first phase, the Suzuki Alto is being exported to Switzerland, the Netherlands, Ireland, Germany, Belgium, Austria, Finland and Greece. In the next phase, the Alto will enter Italy, UK and France. Introduced in India as the in September 2000, the Alto has helped MUL consolidate its leadership position in the premium small car market (B segment). MUL has sold over 48,000 Altos (including Alto LX) in the Indian market so far. While the new Alto will have additional features like anti-lock braking system and airbags, its engine capacity and body specs are similar to the Alto VX. The cumulative exports of Zen crossed one lakh units early in 2002. Maruti has a strong international presence with sales in over 70 countries across the globe. Since 1986, MUL has exported around 2.45 lakh vehicles to Europe, South America and
25 Central America, Africa, Oceania and Asia. Over 75% of these vehicles have been exported to Europe. Korean major HMIL exported 4,494 units during the same period, and Santro seems to be the main model exported to markets like Algeria, Morocco, Indonesia, Mauritius, Nepal, Bangladesh and Sri Lanka. Telco's exports touched 1,689 units for the same period. Some car manufacturers like Daimler Chrysler, Fiat India and Honda Siel do not export CBUs (completely built units). Instead, they export components as part of their obligations, while others like Daewoo Motor India, General Motors India and Hindustan Motors do export in small numbers. Commercial and utility vehicle major Telco has worked out a comprehensive strategy to take the Indica to four European markets like Italy, Spain, UK and Portugal. Telco, which has an export turnover of close to Rs 800 crore, is eyeing export volumes of around 9,000 units for the diesel Indica version, while the target for the petrol version of the car has been pegged at around 25,000 units. Exports of the Indica, which will be only to Europe so as to fetch better realisation, will start with full force this year. By that time, Telco will be ready with its sedan version of the Indica. The sedan is scheduled for a September launch. The SUV Safari has already cornered a 4 to 5% market share in the diesel five-door segment in the four key markets in Europe, and there are plans to utilise the advantage to push the Indica in these markets in the coming months. "We already have exclusive importers in each of these countries, and hence selling the Indica there won't pose any major problem," company officials said. Both the Indica sedan and the hatchback will be pushed for exports in markets like southern Europe and UK following homologation and other adaptations.
26 Even as deliberations are on to tap Europe, Telco is believed to be talking to a number of players like Rover and Iran Khodro to export Indicas. Iran Khodro is the largest automobile manufacturer in Iran, and has licensing tie-ups with international majors such as Peugeot and Hyundai. It is learnt to have expressed interest in sourcing 20,000 to 30,000 units of the Indica annually. The deal, if finalised, will give a big boost to Telco's export drive for the Indica. With its volumes soaring in the domestic market in recent months, the company is now exploring major export opportunities to keep up the tempo in the international markets as The company is also talking to MG Rover, a unit of German auto major BMW, to sell the Indica in UK through the latter's distribution network. If the deal with MG Rover is struck, Telco may sell around 12,000 units of the Indica annually through this alliance, for which shipments are expected to commence from the second half of this year. Besides, efforts are on to export the Indica to other European destinations. CHAPTER-VII ANALYSIS & INTERPRETATION ANALYSIS & INTERPRETATION TABLE 7.1 TABLE SHOWING RESPONDENTS EXPERIENCE IN THE SHOWROOM WHEN HE CAME FOR THE DELIVERY OF A NEW CAR S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED NO OF RESPONDENTS 37 124 21 12 6 PERCENTAGE (%) 18.5 62 10.5 6 3
27 TOTAL 200 100
SOURCE: PRIMARY DATA INFERENCE:
28 Majority of the respondents are satisfied with the experience in the showroom when they
29 came for the delivery of a new car, some of them were highly satisfied and whereas few of
30 them were neither satisfied nor dissatisfied.
CHART -7.1.1
CHART SHOWING RESPONDENTS EXPERIENCE IN THE SHOWROOM WHEN HE CAME FOR THE DELIVERY OF A NEW CAR
140 124 120
100
80
60
40
37
21 20 12 6 0 HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED
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TABLE 7.2 TABLE SHOWING WHETHER THE SALES PERSON SPENT SUFFICIENT TIME WITH THE RESPONDENT FOR EXPLAINING EVERYTHING ABOUT THE CAR S.NO 1 2 YES NO TOTAL OPTIONS NO OF RESPONDENTS 184 16 200 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents feel that the sales person spent sufficient time with them for explaining everything about the car. PERCENTAGE (%) 92 8 100
32
CHART 7.2.1
CHART SHOWING WHETHER THE SALES PERSON SPENT SUFFICIENT TIME WITH THE RESPONDENT FOR EXPLAINING EVERYTHING ABOUT THE CAR
8%
YES NO
92%
33 TABLE 7.3 TABLE SHOWING WHETHER THE RESPONDENT WAS SATISFIED WITH THE FINANCE PAPERWORK OR THE DEALERSHIP
S.NO 1 2 YES NO
OPTION
NO OF RESPONDENTS 200 0
PERCENTAGE (%) 100 0 100
TOTAL
200 SOURCE: PRIMARY DATA
INERENCE: All the respondents were satisfied with the finance paperwork or the dealership.
34
CHART 7.3.1
CHART SHOWING WHETHER THE RESPONDENT WAS SATISFIED WITH THE FINANCE PAPERWORK OR THE DEALERSHIP
0%
YES NO
100%
35 TABLE 7.4 TABLE SHOWING WHETHER THE CAR WAS DELIVERED ON THE PROMISED TIME S.NO 1 2 YES NO TOTAL OPTIONS NO OF RESPONDENTS 181 19 200 SOURCE: PRIMARY DATA INFERENCE: 91% of the customers feel that that car was delivered on promised time and whereas 9% feel that the car was not delivered on promised time. PERCENTAGE (%) 90.5 9.5 100
36
CHART 7.4.1
CHART SHOWING WHETHER THE CAR WAS DELIVERED ON THE PROMISED TIME
10%
YES NO
90%
37
TABLE 7.5 TABLE SHOWING WHETHER THE DELIVERY PERSON SPENT SUFFICIENT TIME WITH THE RESPONDENT AT THE TIME OFDELIVERY AND GAVE ALL VEHICLE DELIVERY RELATED EXPLANATIONS S.NO 1 2 YES NO TOTAL OPTION NO OF RESPONDENTS 196 4 200 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents feel that the delivery person spent sufficient time with them at the time of delivery and gave all vehicle delivery related explanations. PERCENTAGE (%) 98 2 100
38 CHART 7.5.1 CHART SHOWING WHETHER THE DELIVERY PERSON SPENT SUFFICIENT TIME WITH THE RESPONDENT AT THE TIME OFDELIVERY AND GAVE ALL VEHICLE DELIVERY RELATED EXPLANATIONS
250 200 150 100 50 0 NO OF RESPONDENTS PERCENTAGE (%)
1 YES 2 NO
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TABLE 7.6 TABLE SHOWING WHETHER THE RESPONDENT WAS OFFERED A TEST DRIVE DURING THE VISIT TO THE SHOWROOM S.NO 1 2 YES NO TOTAL OPTION NO OF RESPONDENTS 189 11 200 SOURCE: PRIMARY DATA INFERENCE: Around 94% of the respondent were offered a test drive during their visit to the showroom and whereas 6% were not able to test drive due to insufficient time. PERCENTAGE (%) 94.5 5.5 100
40
CHART 7.6.1
CHART SHOWING WHETHER THE RESPONDENT WAS OFFERED A TEST DRIVE DURING THE VISIT TO THE SHOWROOM
6%
YES NO
94%
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TABLE 7.7 TABLE SHOWING WHETHER THE SALES PERSON WHO SOLD THE CAR TO THE RESPONDENT ALSO DELIVERED THE CAR S.NO 1 2 YES NO TOTAL OPTION NO OF RESPONDENTS 196 4 200 SOURCE: PRIMARY DATA INFERENCE: All the respondent feel that the sales person who sold the car to them also delivered the car. PERCENTAGE (%) 98 2 100
42
CHART 7.7.1
CHART SHOWING WHETHER THE SALES PERSON WHO SOLD THE CAR TO THE RESPONDENT ALSO DELIVERED THE CAR
2%
YES NO
98%
43 TABLE 7.8 RANKING THE FACTORS OF RELATED DOCUMENTS AT THE TIME OF PURCHASE NO OF RESPONDENTS 1 14 40 21 17 23 85 2 12 16 93 13 21 45 3 25 28 21 82 14 30 4 16 26 35 30 79 14 5 46 76 17 25 20 16 6 87 14 13 33 43 10
S.NO 1. 2. 3. 4. 5. 6.
FACTORS REGISTRATION CERTIFICATE INVOICE PAYMENT RECEIPTS EXTENDED WARRANTY OWNER’S MANUAL INSURNCE POLICY
SOURCE: PRIMARY DATA INFERENCE: From the table it is seen that the ranking the factors of related documents at the time of purchase are given below: FACTORS REGISTRATION CERTIFICATE INVOICE PAYMENT RECEIPTS EXTENDED WARRANTY OWNER’S MANUAL INSURANCE POLICY IV I RANK VI V II III
44
CHART 7.8.1
RANKING OF RELATED DOCUMENTS AT THE TIME OF PURCHASE
100 90 80 70 60 50 40 28 30 20 10 0 RE GI ST RA T I ON CE RT I FI CA T E I NV OI CE 14 25 16 12 16 26 21 14 46 87
93 85 82 76 79
43 40 35 30 25 21 17 13 17 13 14 23 21 20 33
45
30
14
16 10
1 2 3 4 5 6
P A Y M E NT RE CE P T S
E X T E NDE D WA RRA NT Y
OWNE R’ S M A NUA L
I NSURNCE P OLI CY
45 TABLE 7.9 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO REGISTRATION CERTIFICATE S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 26 12 2 6 4 50 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were highly satisfied with respect to registration certificate, some of the respondents were satisfied and whereas few of them were dissatisfied. PERCENTAGE (%) 52 24 4 12 8 100
CHART 7.9.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO REGISTRATION CERTIFICATE
30 26 25
20
15 12
10 6 4 5 2
0 HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED
46
TABLE 7.10 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO INVOICE S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 27 20 3 0 0 50 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were highly satisfied with respect to invoice, some of the respondents were satisfied and whereas few of them were neither satisfied nor dissatisfied. PERCENTAGE (%) 54 40 6 0 0 100
47 CHART 7.10.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO INVOICE
HI GHLY DI SSA T I SFI E D
0
DI SSA T I SFI E D
0
NE I T HE R SA T I SFI E D NOR DI SSA T I SI FI E D 3
SA T I SFI E D
20
HI GHLY SA T I SFI E D
27
0
5
10
15
20
25
30
48 TABLE 7.11 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO PAYMENT RECEIPTS S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 15 35 0 0 0 50 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were satisfied with respect to payment receipts and whereas few of them were highly satisfied. PERCENTAGE (%) 30 70 0 0 0 100
49 CHART 7.11.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO PAYMENT RECEIPTS
35 35
30
25
20 15 15
10
5 0 0 HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED 0 0
50
TABLE 7.12 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO EXTENDED WARRANTY S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 23 20 7 0 0 50 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were highly satisfied with respect to extended warranty, some of the respondents were satisfied and whereas few of them were neither satisfied nor dissatisfied. PERCENTAGE (%) 46 40 14 0 0 100
51
CHART 7.12.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO EXTENDED WARRANTY
0 HIGHLY DISSATISFIED
0 DISSATISFIED
NEITHER SATISFIED NOR DISSATISIFIED
7
20 SATISFIED
HIGHLY SATISFIED
23
0
5
10
15
20
25
52
TABLE 7.13 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO OWNERS MANUAL S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 10 38 2 0 0 50 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were satisfied with respect to owner’s manual, some of the respondents were satisfied and whereas very few of them were neither satisfied nor dissatisfied. PERCENTAGE (%) 20 76 4 0 0 100
53
CHART 7.13.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO OWNERS MANUAL
40
38
35
30
25
20
15 10 10
5 2 0 0 HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED 0
TABLE 7.14 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO INSURANCE POLICY S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 13 30 7 0 0 50 PERCENTAGE (%) 26 60 14 0 0 100
54 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were satisfied with respect to insurance policy, some of the respondents were highly satisfied and whereas few of them were neither satisfied nor dissatisfied. CHART 7.14.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO INSURANCE POLICY
35
30
30
25
20
15 13 10 7 5
0 HI GHLY SA T I SFI E D SA T I SFI E D NE I T HE R SA T I SFI E D NOR DI SSA T I SI FI E D
0 DI SSA T I SFI E D
0 HI GHLY DI SSA T I SFI E D
55
TEST 7.15 TOOLS USED FOR ANALSIS CONFIDENCE LEVEL & SIGNIFICANCE LEVEL The confidence level or reliability is the expected percentage of times that the actual value will fall within the stated precision limits. Thus, we take a confidence level of 95%, then we mean that there are 95 chances in 100 (or .95 in 1) that the sample results represent the true condition of the population within a specified precision range against 5 chances in 100 (or .05 in 1) that it does not. TABLE SHOWING WHETHER THE CAR WAS DELIVERED ON THE PROMISED TIME S.NO 1 2 YES NO TOTAL OPTIONS NO OF RESPONDENTS 181 19 200 PERCENTAGE (%) 90.5 9.5 100
It is necessary that the above data should be applied to universe that purpose CONDIFENCE INTERVAL TEST is required. For confidence interval, the associated standard error should be calculated. S.E = SQRT [(PQ) / N] Where, P = Percentage showing whether the car was delivered on the time=90.5 Q = Percentage showing the car was not delivered on the time = 9.5 SE = SQRT [(859.75) / 100] = 2.93
56 Confidence Interval = P ± (S.E * Z @ 95 %) = 90.5 ± (2.93 * 1.64) = 85.69 to 95.31 which means that percentage showing whether the car was delivered on the time ranges between 85.69 to 95.31 TEST 7.16 ONE SAMPLE RUN TEST TO DETERMINE THE RANDOMNESS OF THE SELECTED SAMPLES H0: Samples are randomly chosen H1: Samples are not randomly chosen TABLE SHOWING WHETHER THE RESPONDENT WAS OFFERED A TEST DRIVE DURING THE VISIT TO THE SHOWROOM S.NO 1 2 YES NO TOTAL OPTION NO OF RESPONDENTS 189 11 200 PERCENTAGE (%) 94.5 5.5 100
No of runs r n1 n2
= 22 = 189 = 11 µr = = ?2 = = ? = (2n1n2 / n1 + n2 ) + 1 21.79 2n1n2 (2n1n2 – n1 – n2) / (n1 + n2) 2 (n1 + n2 – 1) 2.07 ?2.07
57 = Upper Limit = = Lower Limit = = Inference: Since the no of runs (= 22) is inside the curve, H0 is accepted. i.e. samples are chosen randomly TEST 7.17 CHI – SQUARE TEST Chi – Square is an importance non – parametric test and as such no test are necessary in respect of the type of population. We require only the degree of freedom (implicity of course the size of the sample) for using this test. As a non – parametric test, Chi – square can be used (i) as a test of goodness of fit and (ii) as a test of independence. Since the researcher used test of independence only the details about test of independence is given below. TEST OF INDEPENDENCE ?2 test enables us to explain whether or not two attributes are associated. In order that we may apply the chi – square test either as a test to judge the significance of association between attributes, it is necessary that the observed as well as theoretical or expected frequencies must be grouped in the same way and theoretical distribution must be adjusted to give the same total frequency as we find in case of observed distribution. Karl Pearson developed a test for testing the significance of discrepancy between experimental values and the theoretical values obtained under some theory or hypothesis. This test is known as ?2 test of goodness of fit. Karl Pearson proved that the statistic 1.44 µ + 2.58 ? 25.51 µ - 2.58 ? 18.07
? = ?(O – E) / E O – Observed Frequency E – Expected Frequency ?2 is used to test whether difference between observed & expected frequencies are frequent. To find ?2 table value degree of freedom should be calculated. Degree of freedom is calculated using the formula (r – 1)(c – 1). The table value for this degree of freedom is seen using 5% or 1% of significant level. If ?2 table value is greater than ?2 calculated value, Null Hypothesis is accepted or Null Hypothesis is rejected. To determine whether there is significant difference between satisfaction level at the time of delivery of new car & whether the car was delivered on the promised time Ho: There is no significant difference between satisfaction level at the time of delivery of new car & whether the car was delivered on the promised time H1: There is significant difference between satisfaction level at the time of delivery of new car & whether the car was delivered on the promised time
2
2
58
SATISFACTION LEVEL CHOICE
NO OF RESPONDENTS YES NO 3 5 5 4 2 19
TOTAL
HIGHLY SATISFIED SATISFIED NEITHER DISSATISFIED HIGHLY DISSATISFIED TOTAL
34 119 16 8 4 181
37 124 21 12 6 200
Expected Frequencies are:
59 (181 * 37) / 200 = 33.49 (181 * 124) / 200 = 112.22 (181 * 21) / 200 = 19.01 (19 * 37) / 200 = 3.52 (19 * 124) / 200 = 11.78 (19 * 21) / 200 = 1.99
(181 * 12) / 200 = 10.86
(19 * 12) / 200 = 1.14
(181 * 6) / 200 = 5.43
(19 * 6) / 200 = 0.57
CALCULATION OF ?2: Observed Frequency (O) 34 3 119 5 16 5 8 4 4 2 Expected Frequency (E) 33.49 3.52 112.22 11.78 19.01 1.99 10.86 1.14 5.43 0.57 (O – E) 2 0.26 0.27 45.97 45.97 9.06 9.06 8.18 8.18 2.04 2.04 (O – E) 2 / E 0.01 0.08 0.41 3.90 0.48 4.55 0.75 7.18 0.38 3.59 21.33 Calculated ?2 = ?(O – E)2 / E O – Observed Frequency E – Expected Frequency
60 = 21.33 Calculated ?2 = 21.33 Degree of Freedom = (5 - 1)(2 - 1) = 4 d.f at 5 % level of significance Therefore, Tabulated ?2 = 9.488 Since Calculated ?2 > Tabulated ?2 Therefore, we reject the hypothesis. i.e., There is significant difference between satisfaction level at the time of delivery of new car & whether the car was delivered on the promised time WEIGHTED AVERAGE METHOD RANKING THE FACTORS OF RELATED DOCUMENTS AT THE TIME OF PURCHASE NO OF RESPONDENTS 1 14 40 21 17 23 85 2 12 16 93 13 21 45 3 25 28 21 82 14 30 4 16 26 35 30 79 14 5 46 76 17 25 20 16 6 87 14 13 33 43 10
FACTORS REGISTRATION CERTIFICATE INVOICE PAYMENT RECEIPTS EXTENDED WARRANTY OWNER’S MANUAL INSURNCE POLICY
AVERAGE 22.43 32.19 39.38 31.81 29.48 44.71
RANK VI III II IV V I
SOURCE: PRIMARY DATA INFERENCE: From the table it is seen that the ranking the factors of related documents at the time of purchase are given below:
61 FACTORS REGISTRATION CERTIFICATE INVOICE PAYMENT RECEIPTS EXTENDED WARRANTY OWNER’S MANUAL INSURANCE POLICY TEST 7.18 KALMOGROV SMIRNOV TEST V I RANK VI III II IV
The Kalmogrov Smirnov Test (KS – Test) tries to determine if two data sets significantly. The KS – test has the advantage of making no assumption about the distribution of data. (Technically speaking it is non-parametric and distribution free).
It is a goodness of fit used to examine the distribution function of the random variable (X).
Test statistics T
= =
Sup | F (x) – S (x) | Supremum of the absolute value of the difference between F (x) and S (X)
H0 is rejected if T exceeds the 1 – ? quantile (W1 - ?) of the Kalmogrov Smirnov’s Statistic.
62
TO FIND OUT THE DISTRIBUTION OF RESPONDENT’S RATING PATTERN ABOUT “EXPERIENCE THE RESPONDENT HAD WHILE DELIVERY OF NEW CAR” H0: H1: Response Pattern obtained is uniformly distributed Response Pattern is not uniformly distributed
Test of Uniform Distribution Cumulative Percentage 0.19 0.81 0.91 0.97 1 Null Hypothesis S (x) 1/5 2/5 3/5 4/5 5/5 Cumulative Percentage 0.20 0.40 0.60 0.80 1 Difference F (x) – S (x) -0.01 0.41 0.31 0.17 -
Opinion HIGHLY SATISFIED SATISFIED NEITHER DISSATISIFED HIGHLY DISSATISFIED Calculated Value is T (F (x) – S (x)) Tabulated Value is
F (x) 0.19 0.62 0.10 0.06 0.03
= 0.41
T (tab) = 1.22 / ?n When n = 5, T (tab) = 0.5456
for 5 % significance level.
Calculated value is less than tabulated value. H0 is accepted. INFERENCE:
63 Response pattern obtained is uniformly distributed. CHAPTER-VIII FINDINGS FINDINGS OF THE STUDY Majority of the respondents are satisfied with the experience in the showroom when they came for the delivery of a new car, some of them were highly satisfied and whereas few of them were neither satisfied nor dissatisfied. All the respondents feel that the sales person spent sufficient time with them for explaining everything about the car. All the respondents were satisfied with the finance paperwork or the dealership. 91% of the customers feel that that car was delivered on promised time and whereas 9% feel that the car was not delivered on promised time. All the respondents feel that the delivery person spent sufficient time with them at the time of delivery and gave all vehicle delivery related explanations. Around 94% of the respondent were offered a test drive during their visit to the showroom and whereas 6% were not able to test drive due to insufficient time. All the respondent feel that the sales person who sold the car to them also delivered the car. From the table it is seen that the ranking the factors of related documents at the time of purchase are given below:
FACTORS REGISTRATION CERTIFICATE INVOICE PAYMENT RECEIPTS VI V II
RANK
64 EXTENDED WARRANTY OWNER’S MANUAL INSURANCE POLICY IV I III
Majority of the respondents were highly satisfied with respect to registration certificate, some of the respondents were satisfied and whereas few of them were dissatisfied. Majority of the respondents were highly satisfied with respect to invoice, some of the respondents were satisfied and whereas few of them were neither satisfied nor dissatisfied. Majority of the respondents were satisfied with respect to payment receipts and whereas few of them were highly satisfied. Majority of the respondents were highly satisfied with respect to extended warranty, some of the respondents were satisfied and whereas few of them were neither satisfied nor dissatisfied. Majority of the respondents were satisfied with respect to owner’s manual, some of the respondents were satisfied and whereas very few of them were neither satisfied nor dissatisfied. Majority of the respondents were satisfied with respect to insurance policy, some of the respondents were highly satisfied and whereas few of them were neither satisfied nor dissatisfied. CHAPTER-IX SUGGESTIONS The following strategies are recommended by the researcher to understand the attitude of towards “A STUDY ON CUSTOMER SATISFACTION & SALES PROMOTION ON THE SERVICE PROVIDED BY THE DEALER”
65 1. The regular contacts (i.e.) the post delivery contacts has to be improved. For this the company has to wish the customers on special occasions and on their birth days, this will create a good impression and also periodically the company has to ask the vehicles 2. Test drives has to offer to all the customers voluntarily 3. For the customer’s who are taking door delivery the owners manual, operating control and the extended warranty are not explained properly. To avoid this the concerned customer can come to the showroom directly, for getting the in formations about the vehicle 4. Majority of the customers are not satisfied with the after sales service. So necessary steps should be taken to improve the sales service in all service stations. Because many of the customers are considering this after sales as the main factor while comparing to the showroom performance ad other things. So it should be noted 5. There is nom proper discounts / compliments given at the showroom while comparing with other co – dealers. So the company can go for discounts (or) compliments. Instead of giving discounts. The company can give one car cover, printed with the name of the dealer, as a compliment. So that it will do the job of an advertisement. This will also reduce the advertisement cost. 6. Some customer feel that all the model are not placed in the display. To avoid these type of complaints the company can install all the models with all colours in a multimedia system for showing it as a demo, so that the customer can able to view all type to models and colours 7. Majority of the respondent felt that the vehicle features are not explained technically. So the operations, parts, features has to be explained technically by means of a technical person
66 8. As the time spent by the customer in the showroom during the delivery and their response about the experience with ABT Maruti are dependent. The waiting time should be reduced by giving quick attention CHAPTER-X CONCLUSION In the study there are some factors like post delivery contacts, test drive offerings, displays, discounts / compliments and after sales service which are showing a negative results, so these aspects has to be taken in to consideration and the company has to concentrate more on these factors
The study on setting up marketing and marketing support activities for “A STUDY ON CUSTOMER SATISFACTION & SALES PROMOTION ON THE SERVICE PROVIDED BY THE DEALER” has brought out various factors influencing the customers towards the showroom. The survey conducted on the customers from various backgrounds has provided a variety of insights on the customer psyche towards the purchase of the product The aim of this project has been to provide attitude about the products with various alternatives to promote their product in the coming season with utmost effectiveness. The objectives set for the project have been achieved successfully with the use of the devised methodology.
67
BIBLIOGRAPHY
1. PHLIP KOTLER & ARMSTRONG (2004) ”PRINCIPLES OF MARKETING” Pearson education vol.6 Pp177-201 2. PHLIP KOLTER (2004) ”MARKETING MANGEMENT” Pearson education vol.7 Pp 183-209 3. KOTHARI C.R (2003) “RESEARCH METHODOLOGY” Vishwa prakasam vol.9 Pp 223-276 4. GUPTA S.P-STATISTICAL METHODS
JOURNALS AUTO CAR INDIA AUTO INDIA www.ABT.COM
doc_395490452.pdf
Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation.
1
A STUDY ON CUSTOMER SASTIFICATION & SALES PROMOTION ON THE SERVICE PROVIDED BY THE DELEARS OF ABT MARUTHI BY N. SAKTHIVEL (Reg No: 35103229) A PROJECT REPORT Submitted to the
SRM SCHOOL OF MANAGEMENT In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
SRM ENGINEERING COLLEGE SRM INSTITUTE OF SCIENCE AND TECHNOLOGY Deemed university CHENNAI JUNE - 2005
2
BONAFIDE CERTIFICATE
Certified that this Project report titled “A Study on the customer satisfaction & sales promotion on the service provided by the dealers of ABT Maruthi Chennai”. Is the bonafide work of MR. N. SAKTHIVEL (Reg. No. 35103229) who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.
Signature of the Guide MR.C.Soundharrajan B.E, MBA, M.Phil (Sr.Lecture) (SRM School of Management)
Signature of the HOD Dr.Jayshree Suresh (SRM School of Management)
Signature of External Guide
Name of External Guide:
3 ABSTRACT
A study on “customer satisfaction & sales promotion on the service provided by the dealers”. To know customer’s attitude towards the quality of service and delivery process on time To find the customer perception towards sales person performance. After we getting the feedback we have to analysis it with this final report we have to adopt to our service.
The aim of this project has been to provide attitude about the products with various Alternatives to promote their products in the coming season with almost effectiveness the Objectives set for the project have been achieved successfully with the use of the devised Methodology. ACKNOWLEDGEMENT If words are considered as symbols of approval of acknowledgement then let the words play the heralding role of expressing my gratitude to all those who have helped me directly (or) indirectly in this project.
I express my sincere gratitude to Dr. JAYSHREE SURESH, Head of the department, SRM School of Management, for giving me the opportunity to develop this project. I express my sincere thanks to our guide advice for the completion of this project. MR.C.SOUNDHARRAJAN, B.E,
MBA, M.Phil, Sr.Lecture Faculty guide SRM School of Management for his valuable
4
I am greatly privilege to express Mr. P.ADITYA SUNDER, sales manager ABT Maruthi Chennai. Region for allowing me to do Project in this esteemed organization for his encouragement and guidance for the completion of this project.
I wish to express my deep sense of gratitude to Mr. M.GANESH KUMAR Asst. sales manager ABT Maruthi Chennai. For their timely help and guidance. I express my sincere thanks to all my friends and family members for their constant support, blessings and co-operation, which they gave me at all steps of this project work.
TABLE OF CONTENTS
5 CHAPTER .NO I II III IV V VI VII VIII IX X INTRODUCTION STATEMENT OF THE PROBLEM OBJECTIVE OF THE STUDY REVIEW OF LITERATURE METHODOLOGY AND LIMITATIONS OF STUDY COMPANY PROFILE ANALYSIS AND INTERPRETATION FINDINGS SUGGESTIONS CONCLUSION 17 23 63 65 67 1 4 5 6 11 CHAPTER NAME PAGE NO.
XI XII
APPENDICES BIBLOIOBRAPHY LIST OF TABLES
68 69
TABLE NO.
TABLE NAME
PAGE
NO.
7.1 7.2 7.3 7.4
Experience in the showroom at the delivery time Sales person spent sufficient time & explain about the car Satisfied with the finance paper work Whether the car was delivered on promised line
23 25 27 29
6 7.5 7.6 7.7 7.8 7.9 7.10 7.11 7.12 7.13 7.14 7.15 7.16 7.17 7.18 7.19 Delivery person spent sufficient time on delivery Whether they offered a test drive during the visit Sales person who sold the car also deliver the car Ranking the factors at the time of purchase Satisfaction level with respect to R.C Satisfaction level with respect to invoice Satisfaction level with respect to payment Satisfaction level with respect to extended warranty Satisfaction level with respect to owners manual Satisfaction level with respect to insurance policy Confidence interval test One sample run test Chi-square test Ranking factor at the time of purchase Kalmogrov smirnov test 31 33 35 37 39 41 43 45 47 49 51 53 55 60 61
7 LIST OF FIGURES/CHARTS CHART NO. 7.1.1 7.2.1 7.3.1 7.4.1 7.5.1 7.6.1 7.7.1 7.8.1 7.9.1 7.10.1 7.11.1 7.12.1 7.13.1 7.14.1 CHART NAME Experience in the showroom at the delivery time Sales person spent sufficient time & explain about the car Satisfied with the finance paper work Whether the car was delivered on promised line Delivery person spent sufficient time on delivery Whether they offered a test drive during the visit Sales person who sold the car also deliver the car Ranking the factors at the time of purchase Satisfaction level with respect to r.c Satisfaction level with respect to invoice Satisfaction level with respect to payment Satisfaction level with respect to extended warranty Satisfaction level with respect to owners manual Satisfaction level with respect to insurance policy PAGE 24 26 28 30 32 34 36 38 40 42 44 46 48 50 NO.
LIST OF ABBREVIATIOINS ABT ANNAMALI BUS TRANSPORTS
PSF
POST SALES FOLLUP
CBUS
COMPLETELY BUILT UNITS
8
CHAPTER- I INTRODUCTION 1 .1 INTRODUCTION
Customer satisfaction is a must in business. Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his or her expectations.
Satisfaction is a function of perceived performance and expectations. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along.
The producer’s attempts to find out people who will pay for his product and buy them for his own satisfaction from the products while manufactures make decision of the scope for the products, they satisfy consumer wants and needs. Advertisers try to understand basic forces that cost human behaviour with in the market. They get such knowledge from psychology and sociology for their desires. This is called consumer behaviour, which is used to construct models by which marketing people plan strategies, later on, these are used in advertising campaign.
9 The customer is the theme of all business functions. The purpose of business is to create and keep customers. If the customers are not satisfied, a day would come when there will be no customers to do business with. Therefore, the customer should be put at the center of all business activities, cutting across function and hierarchical boundaries.
The marketing concept holds that the key to achieving organisational goals consist of being more effective than competitors in integrating marketing activities towards determining and satisfying the needs and wants of target markets. “Meeting needs profitability” “Find wants and fill them” “Love the customers, not the product” Marketing activities should be carried out under a well-thought-out philosophy of efficient, effective, and socially responsible marketing. There are five competing concepts under which organisation can choose to conduct their marketing activities. The production concept, the product concept, the selling/sales concept, the marketing concept, and the social marketing concept.
1. 2 MARUTHI SUZUKI ADVANTAGE The Indian Automobile Industry is undergoing an exciting revolution that is going to change the way we all look at cars the face of the Indian consumers is rapidly changing and with new players entering the market there are increasing number of options available to the consumer. Maruthi Suzuki is the only company that present the market with a range of cars one for every purpose and backed up by 7 powerful advantages 1. Revolutionary Japanese Auto manufacturing.
10 2. Suzuki world leader incompact cars. 3. The expertise of India’s largest automobile company. 4. The support of India’s largest network. 5. Advanced technology. 6. Over 30000 trained service personnel. 7. Value driven package.
1.3 INDIA’S LARGEST AUTOMOBILE COMPANY Constantly innovating and upgrading technology. One new product launched every year on a average. The Baleno launched in 1999. Wagon R launched in 2000 & Versa in 2001. More than 30 lakh proud and satisfied owners. A commitment to delivering quality products. The entire product range has been updated with MPFI engines.
11 CHAPTER-II STATEMENT OF THE PROBLEM 2. 1 STATEMENT OF THE PROBLEM This study is “customer satisfaction & sales promotion on the service provided by the dealers”. The market area taken for study is in through out Chennai. “Providing quality service for increasing sales and customer satisfaction”. Today’s marketing environment is highly competitive. There are too many products chasing a few customers. All the producers are trying to expand their market share and outsource competitors in quality, range, colour, effective distribution, Inventions, Package etc.finally the companies that best satisfy their customers will be the winner.
CHAPTER-III OBJECTIVE OF STUDY 3.1 Primary objective 3.2 secondary objectives
12
OBJECTIVES OF THE STUDY
3.1 PRIMARY OBJECTIVE The main objective of the study is “A STUDY ON CUSTOMER SATISFACTION & SALES PROMOTION ON THE SERVICE PROVIDED BY THE DEALER”
3.2 SECONDARY OBJECTIVE 1. To study the customers attitude towards the quality of service on sales and delivery process 2. To find out the customer perception towards the salesman performance 3. To find out the post purchase behavior of the ABT Maruti customers 4. To find the post delivery contacts made by ABT Maruti
CHAPTER-IV REVIEW OF LITERATURE 4.1 REVIEW OF LITERATURE Dealership - is the most active and attractive sector of the last decade. While the dealers industry itself has been present through history in our country, it is only in the recent past that it has witnessed so much dynamism. It is the latest bandwagon that has witnessed hordes of players leaping onto it.
The word dealers is derived from the old French word 'deale', which means 'to cut
13 up' or 'to break the bulk'. In the words of Philip Kotler, “Dealers includes all the activities involved in selling goods or services directly to retailers for personal, non business use”.
Dealership is the final stage in the distribution process (from manufacturer to consumer), in which the retailer, as an intermediary, collects an assortment of goods and services from various sources and offers them to the customers. Wide retail assortments enable customers to undertake one stop shopping and consumers are able to choose and buy the product version and quantity that they desire.
Dealers one of the largest sectors in the global economy, is going through a transition phase not only in India but the world over. For a long time, the corner grocery store was the only choice available to the consumer, especially in the urban areas. This is slowly
giving way to international formats of retailing. The traditional food and grocery segment has seen the emergence of supermarkets/grocery chains (Food World, Nilgiris, Apna Bazaar), convenience stores (ConveniO, HP Speedmart) and fast-food chains (McDonalds, Dominos).
It is in the non-food segment, however that foray has been made into a variety of new sectors. These include lifestyle/fashion segments (Shoppers' Stop, Globus, Lifestyle, Westside), apparel/accessories (Pantaloon, Levi's, Reebok), books/music/gifts (Archies, Music World, Hallmark, Crosswords, Landmark), appliances and consumer durables (Viveks, Jainsons, Vasant & Co.), drugs and pharmacy (Health & Glow, Apollo).
The emergence of retailing in India has more to do with increasing in the purchasing power of buyers, especially post- liberalization, increase in product variety, and also
14 increasing economies of scale, resulting from use of modern supply and distribution management solutions. 4.2 INDIAN DEALERSHIP INDUSTRY
Indian dealers Industry is big but different from most developed countries and many Asian countries also. India’s organized retailing share is currently only 2% of its total retail business whereas in comparison to USA (85%), Malaysia (55%), Thailand (40%), Brazil (36%) and China’s (20%), The largest private company in retail sector in India is about US $ 100 mn.
Currently, retailing is fragmented (12 mn retail outlets) and is dominated by neighborhoods stores (more than 90%) with an average of less than 500 sq feet retail space. Although the new formats of retailing have also started to appear with the emergence of departmental stores, franchisee stores and specialty stores, this trend is limited only to top 15 cities in India, which caters to 33% of the population and has 38% of the top socioeconomic consumers.
The current structure is in favor of manufacturers who are more powerful than retailers, quite opposite to the developed countries. The supply chain from manufacturers to retailers on an average has three tiers (manufacturers – wholesalers/distributors- dealers/ retailers). The middlemen (wholesalers/distributors and dealers) adds to the price of the products with little value addition and act as barriers to the new manufacturers who can not escape them to reach directly to the fragmented retailers. Hindustan Lever Ltd, one of the largest Indian FMCG (Fast moving consumer goods) has a reach of 3 mn retail outlets through the army of such middlemen. This makes the market complex and complicated for
15 any new entrants and gives local companies edge over the multinationals and thus it becomes necessary for foreign companies to enter in the Indian market to have a joint venture with local companies. 4.3 The findings recommendation and conclusion of previous work has been us follow 1. Majority of the customers says, the hospitality exhibited by reception staff is excellent, the administrative staff is very good and by delivery staff is excellent. Therefore majority of the customer feel the overall experience of hospitality is excellent, it support the positive. 2. The experience at the time of delivery is good, it also shows the positive results 3. There is a relationship between the hospitability exhibited by the delivery staff and the briefing of extended warranty. And hospitality exhibited by the delivery staff and the briefings of the service network are dependent. 4. The sales persons performance and sales experiences shows a positive result. 4.4 Recommendation: 1. The regular contacts (i.e.) the post delivery contacts has to be improved. For this the company has to wish the customers on special occasions and On their birth days, this will create a good impression and also periodically The company has to ask about the vehicles conditions. 2. Test drives has to offer to all the customers voluntarily. 3. For the customer’s who are taking door delivery the owners manual, Operating control and the extended warranty are not explained properly. To avoid this the concerned customer can come to the showroom directly,
16 for getting the information’s about the vehicle. 4. Majority of the customer are not satisfied with the after sales service. So Necessary steps should be taken to improve the after sales service in all Service stations. Because many of the customers are considering this after sales as the main factor while comparing to the showroom performance and other things. So it should be noted. 4.5 conclusions: In the study there are some factors like post delivery contacts, test Drive offerings, displays, and discounts/compliments and after sales service which are showing a negative results, so these aspects has to be taken in to consideration and the company has to concentrate more on these factors.
CHAPTER-V METHODOLOGY & LIMATION OF THE STUDY 5.1 RESEARCH METHODOLOGY 5.1 RESEARCH DESIGN A research design is purely and simply the framework or a study that guides the collection and analysis of data. The researchers will be required to prepare a research design, that is he will have to state the conceptual structure within which research would be conducted. It gives maximum information. The function of it is to provide for the collection relevant information with minimum expenditure, effort and time.
17 Descriptive study is adapted as the research design. Descriptive study is designed to describe the characteristics of users of a given product, the degree to which product use, varies with age, sex, income level, family size or other characteristics. 5.1.1 DETERMINING SAMPLE DESIGN All the items under consideration in any field of survey constitute a universe or population. A complete enumeration or all items in the population is known as census inquiry. But census inquiry is not possible in practice. So sample design is undertaken. It is a definite plan determined before any data are actually collected for obtaining a sample from given population. 5.1.2 SAMPLING PROCEDURE The sampling procedure adopted in this survey was simple random sampling. Here each member of the population had a known and equal change of being selected. The data were collected from different parts of Chennai. In the survey the majority was the students and followed by businessmen. 5.1.3 METHODS OF SAMPLING In this study non probability sampling has been adopted. Under the non probability sampling convenience sampling has been taken for the purpose of study 5.1.4 SAMPLE SIZE One can say that the sample must be an optimum size that it is should be excessively large nor too small. Technically, the sample size should be large enough to give a confidence interval of desired width and as such the size of the sample must be chosen by logical process before sample is taken from the universe. In order to extract much feasible results through the study. A sample size of 200 has been taken for the study.
18 5.1.5 SURVEY TECHNIQUE The technique used for conducting the survey is called Survey Technique. There are three technique to conduct the survey Viz. 1. 2. 3. Personal Interview Telephone Interview Mail Survey
The technique which has been in this survey is the Personal Interview. 5.1.6 QUESTIONNAIRE DESIGN “Questionnaire is considered as the heart of a survey operation”. Before finalizing the questionnaire design, a pilot study was conducted to test the questionnaires. Based on the feedback of the pilot study detailed questionnaires with both open-ended and close ended questions were finalized. In this project the questionnaire design chosen is a well structured non disguised questionnaire because of their of the information 5.1.7 Primary Data Collection Primary data are those which are collected a fresh and for the first time, and thus happen to be original in character Primary data collection is nothing but the data that is directly collected from the people by the researcher himself. Primary data may pertain to demographic / socio economic characteristics or the customers, altitudes and opinions of people, their awareness and knowledge and other similar aspects In this study Primary Data collection method has helped the researcher to a great extent in arriving at the results
19 5.1.8 METHODS OF PRIMARY DATA COLLECTION There are three methods of collecting Primary data 1. 2. 3. Survey Observation Experiments
Among these, the method adopted for the study was Survey Method 5.1.8.1 Survey Method Survey method is the systematic gathering of data from the respondents survey is the most commonly used method of primary data this is widely used because of its 1. 2. 3. Extreme Flexibility Reliability Easy Understandability
The main purpose of survey is facilitate understanding or enable prediction of some aspects of the population being surveyed 5.1.9 SURVEY TECHNIQUE The technique used for conducting the survey is called Survey Technique. There are three techniques to conduct the survey Viz. 4. 5. 6. Personal Interview Telephone Interview Mail Survey
The technique, which has been in this survey, is the Personal Interview. 5.1.10 DATA COLLECTION METHOD The instrument used to collect data for the study was the structured questionnaire. 5.1.11 SAMPLING
20 Sampling may be defined as the selection of some part of an aggregate or totality. On the basis of which a judgement or inference about the aggregate or totality is made. Research conducted by considering only a few units of population is called as Sampling. Sampling is an important and persuasive activity. Sampling technique has got its own Range of advantages 1. 2. 3. 4. Reduce cost owing to a study of selected units from the population Greater speed is there due to smaller units to be studied Greater accuracy is results Greater depth of information
5.1.12 METHODS OF SAMPLING In this study non probability sampling has been adopted. Under the non probability sampling convenience sampling has been taken for the purpose of study 5.1.13 CONVENIENCE SAMPLING The sampling units are chosen primarily on the basis of convenience to the researcher is known as Convenience Sampling 5.1.14 TOOLS USED FOR ANALYSIS The tools used in the project are given as follows: 1. Percentage Analysis 2. Weighted Average Method 3. Chi – square Test 4. One – way Analysis of Variance 5. Kendall’s Coefficient of Concordance 6. Kalmogrov Smirnov Test 7. Spearman’s Rank Correlation
21
5.2 LIMITATIONS OF THE STUDY
The study has the following constraints 1. The sample sizes are restricted to 200 customers, due to the time and financial constraints. 2. 3. 4. Convenience sampling has its own limitations, being biased and unsatisfactory. 200 customers sample cannot be generalized to entire universe. The study is conducted considering the prevailing conditions that are subjected to change in future. 5. Also less cooperation from the respondents. CHAPTER-VI 6.1 COMPANY PROFILE 6.2 PRODUCT PROFILE 6.1 COMPANY PROFILE ABT Ltd, dealers for Maruti vehicles, has opened `True Value' outlets in Tiruchi and Coimbatore to facilitate sale/purchase of used cars. The company expects the volume of used car sales through its arms would account for at least 10 per cent of the new Maruti vehicles that it sells every month, according to Mr N. Shanmugasundaram, Chief Executive, ABT Ltd, Coimbatore.
22 He told Business Line that the company had opened a year back `Maruti True Value' outlets in Chennai and Madurai. The vehicles coming for exchange at the True Value outlets were refurbished and sold with a warranty. Explaining the reasons behind dealers themselves opening outlets for sale of used cars, he said in India, the used car business had remained largely unorganised with brokers calling the shots. But with the entry of car manufacturers into this segment, the business has become transparent and more organised. It has also become a win-win situation for both the buyer and the seller since both are assured of a fair valuation of the vehicles being offered for sale and the buyers have a reliable intermediary whose assessment of the vehicle's worth they could trust since it was done by personnel from Maruti itself. Mr Shanmugasundaram said the customer profile in Coimbatore was different because of greater awareness of automobile in the city. This resulted in better vehicle maintenance that ensured a better price for second hand vehicles. At present, the new car sales by ABT Maruti were around 600 vehicles a month. Each Maruti True Value showroom costs around Rs 25 lakh to establish. He attributed several reasons for the boom in the used car business currently underway in the country. The entry of the car manufacturers has lent greater credibility and transparency to the business. With rising disposable income, car owners were able to go for a faster upgradation of their vehicles than in the past and the car manufacturers were also helping this process by launching newer and trendier models that are also technologically superior and more contemporary in styling.
23 Asked about the legal problems vehicle sellers faced in some instances subsequent to selling, when vehicles sold were involved in accidents, due to the name transfer not being effected by the buyers, Mr Shanmugasundaram said the company closely followed whether the name change was made by the buyer once the transaction was completed. Mr Shanmugasundaram anticipated the used car market in India to undergo a major transformation and as in developed countries this would become a huge market for the organised players. To his company, this provided an opportunity to retain its existing customers. Maruti itself was encouraging its distributors to enter used car business, since it offered a huge business potential he said. 6.2 PRODUCT PROFILE India is now regarded as a manufacturing hub for mini cars. The exports of B segment cars has picked up in the current fiscal. The B segment seems to be a fast mover both in the domestic and the export markets if figures are anything to go by. A stupendous performance in small car exports has come as a saviour for overseas sales of the automobile industry. The latest Society of Indian Automobile Manufacturers (SIAM) survey reveals that between April 2001 and Feb 2002, car exports touched an estimated 42,444 units, growing 105% over the corresponding period of the previous year. In fact, car exports grew only 9% during the corresponding period (Apr to Feb) in 1999-2000 as compared to 2000-2001. Passenger car exports between April 1999 and Feb 2000 were 18,968 units, which grew slightly to 20,690 units during the period between April 2000 and February 2001.
24 Had it not been for the good performance of car exports, the figure might well have been negative as the exports of all other vehicles, excluding cars and motorcycles, figured in the negative territory. Among small car players, Maruti Udyog Limited (MUL), Hyundai Motor India (HMIL) and Tata Engineering (Telco) contribute significant numbers to exports. Maruti posted export figures of 8,559 units for the April 2001 to February 2002 period. Maruti's products, including the 800, Omni, Zen and Gypsy, have been exported to nearly 40 countries this fiscal. Maruti's Alto VX was launched at the Geneva Motor Show last month as the new Suzuki Alto to be sold in Western Europe, and has received a good response. Based on the orders received, Maruti will export 16,000 Alto VX cars to Western Europe. The Alto has a 1061 cc four-cylinder 16-valve engine, and a multi-point injection. It will be manufactured at Maruti's plant in Gurgaon In the first phase, the Suzuki Alto is being exported to Switzerland, the Netherlands, Ireland, Germany, Belgium, Austria, Finland and Greece. In the next phase, the Alto will enter Italy, UK and France. Introduced in India as the in September 2000, the Alto has helped MUL consolidate its leadership position in the premium small car market (B segment). MUL has sold over 48,000 Altos (including Alto LX) in the Indian market so far. While the new Alto will have additional features like anti-lock braking system and airbags, its engine capacity and body specs are similar to the Alto VX. The cumulative exports of Zen crossed one lakh units early in 2002. Maruti has a strong international presence with sales in over 70 countries across the globe. Since 1986, MUL has exported around 2.45 lakh vehicles to Europe, South America and
25 Central America, Africa, Oceania and Asia. Over 75% of these vehicles have been exported to Europe. Korean major HMIL exported 4,494 units during the same period, and Santro seems to be the main model exported to markets like Algeria, Morocco, Indonesia, Mauritius, Nepal, Bangladesh and Sri Lanka. Telco's exports touched 1,689 units for the same period. Some car manufacturers like Daimler Chrysler, Fiat India and Honda Siel do not export CBUs (completely built units). Instead, they export components as part of their obligations, while others like Daewoo Motor India, General Motors India and Hindustan Motors do export in small numbers. Commercial and utility vehicle major Telco has worked out a comprehensive strategy to take the Indica to four European markets like Italy, Spain, UK and Portugal. Telco, which has an export turnover of close to Rs 800 crore, is eyeing export volumes of around 9,000 units for the diesel Indica version, while the target for the petrol version of the car has been pegged at around 25,000 units. Exports of the Indica, which will be only to Europe so as to fetch better realisation, will start with full force this year. By that time, Telco will be ready with its sedan version of the Indica. The sedan is scheduled for a September launch. The SUV Safari has already cornered a 4 to 5% market share in the diesel five-door segment in the four key markets in Europe, and there are plans to utilise the advantage to push the Indica in these markets in the coming months. "We already have exclusive importers in each of these countries, and hence selling the Indica there won't pose any major problem," company officials said. Both the Indica sedan and the hatchback will be pushed for exports in markets like southern Europe and UK following homologation and other adaptations.
26 Even as deliberations are on to tap Europe, Telco is believed to be talking to a number of players like Rover and Iran Khodro to export Indicas. Iran Khodro is the largest automobile manufacturer in Iran, and has licensing tie-ups with international majors such as Peugeot and Hyundai. It is learnt to have expressed interest in sourcing 20,000 to 30,000 units of the Indica annually. The deal, if finalised, will give a big boost to Telco's export drive for the Indica. With its volumes soaring in the domestic market in recent months, the company is now exploring major export opportunities to keep up the tempo in the international markets as The company is also talking to MG Rover, a unit of German auto major BMW, to sell the Indica in UK through the latter's distribution network. If the deal with MG Rover is struck, Telco may sell around 12,000 units of the Indica annually through this alliance, for which shipments are expected to commence from the second half of this year. Besides, efforts are on to export the Indica to other European destinations. CHAPTER-VII ANALYSIS & INTERPRETATION ANALYSIS & INTERPRETATION TABLE 7.1 TABLE SHOWING RESPONDENTS EXPERIENCE IN THE SHOWROOM WHEN HE CAME FOR THE DELIVERY OF A NEW CAR S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED NO OF RESPONDENTS 37 124 21 12 6 PERCENTAGE (%) 18.5 62 10.5 6 3
27 TOTAL 200 100
SOURCE: PRIMARY DATA INFERENCE:
28 Majority of the respondents are satisfied with the experience in the showroom when they
29 came for the delivery of a new car, some of them were highly satisfied and whereas few of
30 them were neither satisfied nor dissatisfied.
CHART -7.1.1
CHART SHOWING RESPONDENTS EXPERIENCE IN THE SHOWROOM WHEN HE CAME FOR THE DELIVERY OF A NEW CAR
140 124 120
100
80
60
40
37
21 20 12 6 0 HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED
31
TABLE 7.2 TABLE SHOWING WHETHER THE SALES PERSON SPENT SUFFICIENT TIME WITH THE RESPONDENT FOR EXPLAINING EVERYTHING ABOUT THE CAR S.NO 1 2 YES NO TOTAL OPTIONS NO OF RESPONDENTS 184 16 200 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents feel that the sales person spent sufficient time with them for explaining everything about the car. PERCENTAGE (%) 92 8 100
32
CHART 7.2.1
CHART SHOWING WHETHER THE SALES PERSON SPENT SUFFICIENT TIME WITH THE RESPONDENT FOR EXPLAINING EVERYTHING ABOUT THE CAR
8%
YES NO
92%
33 TABLE 7.3 TABLE SHOWING WHETHER THE RESPONDENT WAS SATISFIED WITH THE FINANCE PAPERWORK OR THE DEALERSHIP
S.NO 1 2 YES NO
OPTION
NO OF RESPONDENTS 200 0
PERCENTAGE (%) 100 0 100
TOTAL
200 SOURCE: PRIMARY DATA
INERENCE: All the respondents were satisfied with the finance paperwork or the dealership.
34
CHART 7.3.1
CHART SHOWING WHETHER THE RESPONDENT WAS SATISFIED WITH THE FINANCE PAPERWORK OR THE DEALERSHIP
0%
YES NO
100%
35 TABLE 7.4 TABLE SHOWING WHETHER THE CAR WAS DELIVERED ON THE PROMISED TIME S.NO 1 2 YES NO TOTAL OPTIONS NO OF RESPONDENTS 181 19 200 SOURCE: PRIMARY DATA INFERENCE: 91% of the customers feel that that car was delivered on promised time and whereas 9% feel that the car was not delivered on promised time. PERCENTAGE (%) 90.5 9.5 100
36
CHART 7.4.1
CHART SHOWING WHETHER THE CAR WAS DELIVERED ON THE PROMISED TIME
10%
YES NO
90%
37
TABLE 7.5 TABLE SHOWING WHETHER THE DELIVERY PERSON SPENT SUFFICIENT TIME WITH THE RESPONDENT AT THE TIME OFDELIVERY AND GAVE ALL VEHICLE DELIVERY RELATED EXPLANATIONS S.NO 1 2 YES NO TOTAL OPTION NO OF RESPONDENTS 196 4 200 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents feel that the delivery person spent sufficient time with them at the time of delivery and gave all vehicle delivery related explanations. PERCENTAGE (%) 98 2 100
38 CHART 7.5.1 CHART SHOWING WHETHER THE DELIVERY PERSON SPENT SUFFICIENT TIME WITH THE RESPONDENT AT THE TIME OFDELIVERY AND GAVE ALL VEHICLE DELIVERY RELATED EXPLANATIONS
250 200 150 100 50 0 NO OF RESPONDENTS PERCENTAGE (%)
1 YES 2 NO
39
TABLE 7.6 TABLE SHOWING WHETHER THE RESPONDENT WAS OFFERED A TEST DRIVE DURING THE VISIT TO THE SHOWROOM S.NO 1 2 YES NO TOTAL OPTION NO OF RESPONDENTS 189 11 200 SOURCE: PRIMARY DATA INFERENCE: Around 94% of the respondent were offered a test drive during their visit to the showroom and whereas 6% were not able to test drive due to insufficient time. PERCENTAGE (%) 94.5 5.5 100
40
CHART 7.6.1
CHART SHOWING WHETHER THE RESPONDENT WAS OFFERED A TEST DRIVE DURING THE VISIT TO THE SHOWROOM
6%
YES NO
94%
41
TABLE 7.7 TABLE SHOWING WHETHER THE SALES PERSON WHO SOLD THE CAR TO THE RESPONDENT ALSO DELIVERED THE CAR S.NO 1 2 YES NO TOTAL OPTION NO OF RESPONDENTS 196 4 200 SOURCE: PRIMARY DATA INFERENCE: All the respondent feel that the sales person who sold the car to them also delivered the car. PERCENTAGE (%) 98 2 100
42
CHART 7.7.1
CHART SHOWING WHETHER THE SALES PERSON WHO SOLD THE CAR TO THE RESPONDENT ALSO DELIVERED THE CAR
2%
YES NO
98%
43 TABLE 7.8 RANKING THE FACTORS OF RELATED DOCUMENTS AT THE TIME OF PURCHASE NO OF RESPONDENTS 1 14 40 21 17 23 85 2 12 16 93 13 21 45 3 25 28 21 82 14 30 4 16 26 35 30 79 14 5 46 76 17 25 20 16 6 87 14 13 33 43 10
S.NO 1. 2. 3. 4. 5. 6.
FACTORS REGISTRATION CERTIFICATE INVOICE PAYMENT RECEIPTS EXTENDED WARRANTY OWNER’S MANUAL INSURNCE POLICY
SOURCE: PRIMARY DATA INFERENCE: From the table it is seen that the ranking the factors of related documents at the time of purchase are given below: FACTORS REGISTRATION CERTIFICATE INVOICE PAYMENT RECEIPTS EXTENDED WARRANTY OWNER’S MANUAL INSURANCE POLICY IV I RANK VI V II III
44
CHART 7.8.1
RANKING OF RELATED DOCUMENTS AT THE TIME OF PURCHASE
100 90 80 70 60 50 40 28 30 20 10 0 RE GI ST RA T I ON CE RT I FI CA T E I NV OI CE 14 25 16 12 16 26 21 14 46 87
93 85 82 76 79
43 40 35 30 25 21 17 13 17 13 14 23 21 20 33
45
30
14
16 10
1 2 3 4 5 6
P A Y M E NT RE CE P T S
E X T E NDE D WA RRA NT Y
OWNE R’ S M A NUA L
I NSURNCE P OLI CY
45 TABLE 7.9 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO REGISTRATION CERTIFICATE S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 26 12 2 6 4 50 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were highly satisfied with respect to registration certificate, some of the respondents were satisfied and whereas few of them were dissatisfied. PERCENTAGE (%) 52 24 4 12 8 100
CHART 7.9.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO REGISTRATION CERTIFICATE
30 26 25
20
15 12
10 6 4 5 2
0 HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED
46
TABLE 7.10 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO INVOICE S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 27 20 3 0 0 50 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were highly satisfied with respect to invoice, some of the respondents were satisfied and whereas few of them were neither satisfied nor dissatisfied. PERCENTAGE (%) 54 40 6 0 0 100
47 CHART 7.10.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO INVOICE
HI GHLY DI SSA T I SFI E D
0
DI SSA T I SFI E D
0
NE I T HE R SA T I SFI E D NOR DI SSA T I SI FI E D 3
SA T I SFI E D
20
HI GHLY SA T I SFI E D
27
0
5
10
15
20
25
30
48 TABLE 7.11 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO PAYMENT RECEIPTS S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 15 35 0 0 0 50 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were satisfied with respect to payment receipts and whereas few of them were highly satisfied. PERCENTAGE (%) 30 70 0 0 0 100
49 CHART 7.11.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO PAYMENT RECEIPTS
35 35
30
25
20 15 15
10
5 0 0 HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED 0 0
50
TABLE 7.12 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO EXTENDED WARRANTY S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 23 20 7 0 0 50 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were highly satisfied with respect to extended warranty, some of the respondents were satisfied and whereas few of them were neither satisfied nor dissatisfied. PERCENTAGE (%) 46 40 14 0 0 100
51
CHART 7.12.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO EXTENDED WARRANTY
0 HIGHLY DISSATISFIED
0 DISSATISFIED
NEITHER SATISFIED NOR DISSATISIFIED
7
20 SATISFIED
HIGHLY SATISFIED
23
0
5
10
15
20
25
52
TABLE 7.13 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO OWNERS MANUAL S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 10 38 2 0 0 50 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were satisfied with respect to owner’s manual, some of the respondents were satisfied and whereas very few of them were neither satisfied nor dissatisfied. PERCENTAGE (%) 20 76 4 0 0 100
53
CHART 7.13.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO OWNERS MANUAL
40
38
35
30
25
20
15 10 10
5 2 0 0 HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED 0
TABLE 7.14 TABLE SHOWING SATISFACTION LEVEL WITH RESPECT TO INSURANCE POLICY S.NO 1 2 3 4 5 OPTION HIGHLY SATISFIED SATISFIED NEITHER SATISFIED NOR DISSATISIFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 13 30 7 0 0 50 PERCENTAGE (%) 26 60 14 0 0 100
54 SOURCE: PRIMARY DATA INFERENCE: Majority of the respondents were satisfied with respect to insurance policy, some of the respondents were highly satisfied and whereas few of them were neither satisfied nor dissatisfied. CHART 7.14.1
CHART SHOWING SATISFACTION LEVEL WITH RESPECT TO INSURANCE POLICY
35
30
30
25
20
15 13 10 7 5
0 HI GHLY SA T I SFI E D SA T I SFI E D NE I T HE R SA T I SFI E D NOR DI SSA T I SI FI E D
0 DI SSA T I SFI E D
0 HI GHLY DI SSA T I SFI E D
55
TEST 7.15 TOOLS USED FOR ANALSIS CONFIDENCE LEVEL & SIGNIFICANCE LEVEL The confidence level or reliability is the expected percentage of times that the actual value will fall within the stated precision limits. Thus, we take a confidence level of 95%, then we mean that there are 95 chances in 100 (or .95 in 1) that the sample results represent the true condition of the population within a specified precision range against 5 chances in 100 (or .05 in 1) that it does not. TABLE SHOWING WHETHER THE CAR WAS DELIVERED ON THE PROMISED TIME S.NO 1 2 YES NO TOTAL OPTIONS NO OF RESPONDENTS 181 19 200 PERCENTAGE (%) 90.5 9.5 100
It is necessary that the above data should be applied to universe that purpose CONDIFENCE INTERVAL TEST is required. For confidence interval, the associated standard error should be calculated. S.E = SQRT [(PQ) / N] Where, P = Percentage showing whether the car was delivered on the time=90.5 Q = Percentage showing the car was not delivered on the time = 9.5 SE = SQRT [(859.75) / 100] = 2.93
56 Confidence Interval = P ± (S.E * Z @ 95 %) = 90.5 ± (2.93 * 1.64) = 85.69 to 95.31 which means that percentage showing whether the car was delivered on the time ranges between 85.69 to 95.31 TEST 7.16 ONE SAMPLE RUN TEST TO DETERMINE THE RANDOMNESS OF THE SELECTED SAMPLES H0: Samples are randomly chosen H1: Samples are not randomly chosen TABLE SHOWING WHETHER THE RESPONDENT WAS OFFERED A TEST DRIVE DURING THE VISIT TO THE SHOWROOM S.NO 1 2 YES NO TOTAL OPTION NO OF RESPONDENTS 189 11 200 PERCENTAGE (%) 94.5 5.5 100
No of runs r n1 n2
= 22 = 189 = 11 µr = = ?2 = = ? = (2n1n2 / n1 + n2 ) + 1 21.79 2n1n2 (2n1n2 – n1 – n2) / (n1 + n2) 2 (n1 + n2 – 1) 2.07 ?2.07
57 = Upper Limit = = Lower Limit = = Inference: Since the no of runs (= 22) is inside the curve, H0 is accepted. i.e. samples are chosen randomly TEST 7.17 CHI – SQUARE TEST Chi – Square is an importance non – parametric test and as such no test are necessary in respect of the type of population. We require only the degree of freedom (implicity of course the size of the sample) for using this test. As a non – parametric test, Chi – square can be used (i) as a test of goodness of fit and (ii) as a test of independence. Since the researcher used test of independence only the details about test of independence is given below. TEST OF INDEPENDENCE ?2 test enables us to explain whether or not two attributes are associated. In order that we may apply the chi – square test either as a test to judge the significance of association between attributes, it is necessary that the observed as well as theoretical or expected frequencies must be grouped in the same way and theoretical distribution must be adjusted to give the same total frequency as we find in case of observed distribution. Karl Pearson developed a test for testing the significance of discrepancy between experimental values and the theoretical values obtained under some theory or hypothesis. This test is known as ?2 test of goodness of fit. Karl Pearson proved that the statistic 1.44 µ + 2.58 ? 25.51 µ - 2.58 ? 18.07
? = ?(O – E) / E O – Observed Frequency E – Expected Frequency ?2 is used to test whether difference between observed & expected frequencies are frequent. To find ?2 table value degree of freedom should be calculated. Degree of freedom is calculated using the formula (r – 1)(c – 1). The table value for this degree of freedom is seen using 5% or 1% of significant level. If ?2 table value is greater than ?2 calculated value, Null Hypothesis is accepted or Null Hypothesis is rejected. To determine whether there is significant difference between satisfaction level at the time of delivery of new car & whether the car was delivered on the promised time Ho: There is no significant difference between satisfaction level at the time of delivery of new car & whether the car was delivered on the promised time H1: There is significant difference between satisfaction level at the time of delivery of new car & whether the car was delivered on the promised time
2
2
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SATISFACTION LEVEL CHOICE
NO OF RESPONDENTS YES NO 3 5 5 4 2 19
TOTAL
HIGHLY SATISFIED SATISFIED NEITHER DISSATISFIED HIGHLY DISSATISFIED TOTAL
34 119 16 8 4 181
37 124 21 12 6 200
Expected Frequencies are:
59 (181 * 37) / 200 = 33.49 (181 * 124) / 200 = 112.22 (181 * 21) / 200 = 19.01 (19 * 37) / 200 = 3.52 (19 * 124) / 200 = 11.78 (19 * 21) / 200 = 1.99
(181 * 12) / 200 = 10.86
(19 * 12) / 200 = 1.14
(181 * 6) / 200 = 5.43
(19 * 6) / 200 = 0.57
CALCULATION OF ?2: Observed Frequency (O) 34 3 119 5 16 5 8 4 4 2 Expected Frequency (E) 33.49 3.52 112.22 11.78 19.01 1.99 10.86 1.14 5.43 0.57 (O – E) 2 0.26 0.27 45.97 45.97 9.06 9.06 8.18 8.18 2.04 2.04 (O – E) 2 / E 0.01 0.08 0.41 3.90 0.48 4.55 0.75 7.18 0.38 3.59 21.33 Calculated ?2 = ?(O – E)2 / E O – Observed Frequency E – Expected Frequency
60 = 21.33 Calculated ?2 = 21.33 Degree of Freedom = (5 - 1)(2 - 1) = 4 d.f at 5 % level of significance Therefore, Tabulated ?2 = 9.488 Since Calculated ?2 > Tabulated ?2 Therefore, we reject the hypothesis. i.e., There is significant difference between satisfaction level at the time of delivery of new car & whether the car was delivered on the promised time WEIGHTED AVERAGE METHOD RANKING THE FACTORS OF RELATED DOCUMENTS AT THE TIME OF PURCHASE NO OF RESPONDENTS 1 14 40 21 17 23 85 2 12 16 93 13 21 45 3 25 28 21 82 14 30 4 16 26 35 30 79 14 5 46 76 17 25 20 16 6 87 14 13 33 43 10
FACTORS REGISTRATION CERTIFICATE INVOICE PAYMENT RECEIPTS EXTENDED WARRANTY OWNER’S MANUAL INSURNCE POLICY
AVERAGE 22.43 32.19 39.38 31.81 29.48 44.71
RANK VI III II IV V I
SOURCE: PRIMARY DATA INFERENCE: From the table it is seen that the ranking the factors of related documents at the time of purchase are given below:
61 FACTORS REGISTRATION CERTIFICATE INVOICE PAYMENT RECEIPTS EXTENDED WARRANTY OWNER’S MANUAL INSURANCE POLICY TEST 7.18 KALMOGROV SMIRNOV TEST V I RANK VI III II IV
The Kalmogrov Smirnov Test (KS – Test) tries to determine if two data sets significantly. The KS – test has the advantage of making no assumption about the distribution of data. (Technically speaking it is non-parametric and distribution free).
It is a goodness of fit used to examine the distribution function of the random variable (X).
Test statistics T
= =
Sup | F (x) – S (x) | Supremum of the absolute value of the difference between F (x) and S (X)
H0 is rejected if T exceeds the 1 – ? quantile (W1 - ?) of the Kalmogrov Smirnov’s Statistic.
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TO FIND OUT THE DISTRIBUTION OF RESPONDENT’S RATING PATTERN ABOUT “EXPERIENCE THE RESPONDENT HAD WHILE DELIVERY OF NEW CAR” H0: H1: Response Pattern obtained is uniformly distributed Response Pattern is not uniformly distributed
Test of Uniform Distribution Cumulative Percentage 0.19 0.81 0.91 0.97 1 Null Hypothesis S (x) 1/5 2/5 3/5 4/5 5/5 Cumulative Percentage 0.20 0.40 0.60 0.80 1 Difference F (x) – S (x) -0.01 0.41 0.31 0.17 -
Opinion HIGHLY SATISFIED SATISFIED NEITHER DISSATISIFED HIGHLY DISSATISFIED Calculated Value is T (F (x) – S (x)) Tabulated Value is
F (x) 0.19 0.62 0.10 0.06 0.03
= 0.41
T (tab) = 1.22 / ?n When n = 5, T (tab) = 0.5456
for 5 % significance level.
Calculated value is less than tabulated value. H0 is accepted. INFERENCE:
63 Response pattern obtained is uniformly distributed. CHAPTER-VIII FINDINGS FINDINGS OF THE STUDY Majority of the respondents are satisfied with the experience in the showroom when they came for the delivery of a new car, some of them were highly satisfied and whereas few of them were neither satisfied nor dissatisfied. All the respondents feel that the sales person spent sufficient time with them for explaining everything about the car. All the respondents were satisfied with the finance paperwork or the dealership. 91% of the customers feel that that car was delivered on promised time and whereas 9% feel that the car was not delivered on promised time. All the respondents feel that the delivery person spent sufficient time with them at the time of delivery and gave all vehicle delivery related explanations. Around 94% of the respondent were offered a test drive during their visit to the showroom and whereas 6% were not able to test drive due to insufficient time. All the respondent feel that the sales person who sold the car to them also delivered the car. From the table it is seen that the ranking the factors of related documents at the time of purchase are given below:
FACTORS REGISTRATION CERTIFICATE INVOICE PAYMENT RECEIPTS VI V II
RANK
64 EXTENDED WARRANTY OWNER’S MANUAL INSURANCE POLICY IV I III
Majority of the respondents were highly satisfied with respect to registration certificate, some of the respondents were satisfied and whereas few of them were dissatisfied. Majority of the respondents were highly satisfied with respect to invoice, some of the respondents were satisfied and whereas few of them were neither satisfied nor dissatisfied. Majority of the respondents were satisfied with respect to payment receipts and whereas few of them were highly satisfied. Majority of the respondents were highly satisfied with respect to extended warranty, some of the respondents were satisfied and whereas few of them were neither satisfied nor dissatisfied. Majority of the respondents were satisfied with respect to owner’s manual, some of the respondents were satisfied and whereas very few of them were neither satisfied nor dissatisfied. Majority of the respondents were satisfied with respect to insurance policy, some of the respondents were highly satisfied and whereas few of them were neither satisfied nor dissatisfied. CHAPTER-IX SUGGESTIONS The following strategies are recommended by the researcher to understand the attitude of towards “A STUDY ON CUSTOMER SATISFACTION & SALES PROMOTION ON THE SERVICE PROVIDED BY THE DEALER”
65 1. The regular contacts (i.e.) the post delivery contacts has to be improved. For this the company has to wish the customers on special occasions and on their birth days, this will create a good impression and also periodically the company has to ask the vehicles 2. Test drives has to offer to all the customers voluntarily 3. For the customer’s who are taking door delivery the owners manual, operating control and the extended warranty are not explained properly. To avoid this the concerned customer can come to the showroom directly, for getting the in formations about the vehicle 4. Majority of the customers are not satisfied with the after sales service. So necessary steps should be taken to improve the sales service in all service stations. Because many of the customers are considering this after sales as the main factor while comparing to the showroom performance ad other things. So it should be noted 5. There is nom proper discounts / compliments given at the showroom while comparing with other co – dealers. So the company can go for discounts (or) compliments. Instead of giving discounts. The company can give one car cover, printed with the name of the dealer, as a compliment. So that it will do the job of an advertisement. This will also reduce the advertisement cost. 6. Some customer feel that all the model are not placed in the display. To avoid these type of complaints the company can install all the models with all colours in a multimedia system for showing it as a demo, so that the customer can able to view all type to models and colours 7. Majority of the respondent felt that the vehicle features are not explained technically. So the operations, parts, features has to be explained technically by means of a technical person
66 8. As the time spent by the customer in the showroom during the delivery and their response about the experience with ABT Maruti are dependent. The waiting time should be reduced by giving quick attention CHAPTER-X CONCLUSION In the study there are some factors like post delivery contacts, test drive offerings, displays, discounts / compliments and after sales service which are showing a negative results, so these aspects has to be taken in to consideration and the company has to concentrate more on these factors
The study on setting up marketing and marketing support activities for “A STUDY ON CUSTOMER SATISFACTION & SALES PROMOTION ON THE SERVICE PROVIDED BY THE DEALER” has brought out various factors influencing the customers towards the showroom. The survey conducted on the customers from various backgrounds has provided a variety of insights on the customer psyche towards the purchase of the product The aim of this project has been to provide attitude about the products with various alternatives to promote their product in the coming season with utmost effectiveness. The objectives set for the project have been achieved successfully with the use of the devised methodology.
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BIBLIOGRAPHY
1. PHLIP KOTLER & ARMSTRONG (2004) ”PRINCIPLES OF MARKETING” Pearson education vol.6 Pp177-201 2. PHLIP KOLTER (2004) ”MARKETING MANGEMENT” Pearson education vol.7 Pp 183-209 3. KOTHARI C.R (2003) “RESEARCH METHODOLOGY” Vishwa prakasam vol.9 Pp 223-276 4. GUPTA S.P-STATISTICAL METHODS
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