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Dissertation Report

TO STUDY THE CUSTOMER SATISFACTION TOWARDS
MRF TYRES

By Anuj Kumar
Enrolment No. 120360500020
Batch of 2012-14

Internal Guide:
Dr.Suneet Saxena
Director
Doon Business School

Doon Business School 122MI, Behind Pharma City, Selaqui, Dehradun-248001, Uttarakhand



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Acknowledgement

The satiation and euphoria that a company the successful completion of the project would be
incomplete without the mention of the people who made it possible.
I would like to take the opportunity to thank and express my deep sense of gratitude to Mr.
Nitish Gupta (Asst.manager), MRF Tyres Ltd, my corporate guide, for his kind help and
support and valuable guidance throughout the project. I am thankful to him for providing me
with necessary insights and helping me out at every single step.
I am also thankful to my academic guide Dr. Suneet Saxena who has given his valuable and
creative suggestions to create this piece of work. I am also thankful to the entire teaching
staff of Doon Business School without which this acknowledgement will be incomplete.




Anuj Kumar
Signature
MBA
Date .
DOON BUSINESS SCHOOL







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CERTIFICATE OF ORIGINALITY
(To be filled in by the student in his / her handwriting)
I_________________________________________________________________________
Enrolment No. __________________ of 2012 am a full-time bona fide student of Master of
Business administration (MBA) Program of Doon Business School, Dehradun. I hereby
certify that this Dissertation report project work carried out by me
at_____________________
__________________________________________________________________________
Submitted in partial fulfillment of the requirements of the program is an original work of
mine under the guidance of the industry guide___________________________________
_________________________________________________________________________
and internal (faculty) guide __________________________________________________
and is not based on or reproduced from any existing work of any other person or on any
earlier work undertaken at any other time or for any other purpose, and has not been
submitted anywhere else at any time.

(Student's Signature)
Date:


(Internal Guides Signature)
Date:-



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Table of Contents
1.Executive Summary ............................................................................. 5
2.INTRODUCTION ................................................................................... 6
2.1Improving Customer Satisfaction .................................................... 8
3.STATEMENT OF THE PROBLEMS ...................................................... 9
4. OBJECTIVES OF THE STUDY ............................................................... 10
5.MRF Tyres SCOPE & LIMITATIONS ..................................................... 11
6.Scope of the study ............................................................................. 12
7.RESEARCH METHODOLOGY ............................................................... 13
8.DATA ANALYSIS AND INTERPRETATION............................................. 14
9.Findings ............................................................................................. 20
10.SUGGESTION ................................................................................... 21
10.1SUGGESTIONS TO SHOWROOM .................................................. 21
10.2SUGGESTIONS TO COMPANY ...................................................... 21
11.Conclusion and Recommendations ................................................. 22
12.BIBLIOGRAPHY ................................................................................. 23
13.QUESTIONNAIRE .............................................................................. 24



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1.Executive Summary

The project was started under the guidance of Dr.Suneet Saxena , Director Doon Business
School-global. This project was carried out at MRF showroom, Dehradun . The preliminary
objective of the project was to know the satisfaction level of the customers with the MRF
tyres. For this purpose, I have done a survey from the customers and taken their view
regarding why they choose MRF tyres on the basis of some of the attributes such as price of
the tyres, durability, performance, services etc. After interviewing the customers I got to
know about the satisfaction level of the customers regarding the MRF tyres.















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2.INTRODUCTION

The main object of every organization is to earn more profit, to achieve this object the
organization should increase its sales by getting more customer and the only way to get more
customer is that the organization should provide expected satisfaction to the customers. Here
the word customer satisfaction means the utility which customer expect from the product
and when a customer get expected utilities it is called as customer satisfaction.

MRF manufactures the largest range of tyres in India and enjoys the highest brand preference
for superior quality, company manufactures the largest range of tyres in India and is the
market leader with the largest market share it tyre industry.

Since 1984 MRF tyres has consistently been chosen as ohm fitment by almost every major
car manufacturer in India apart from tyres MRF also manufacturer conveyor belts, retreads
and advanced polyurethane paints.

Here every customer of MRF is getting satisfaction and it may analyzed by the following
information

MRF own No. 1 award for customer satisfaction by J.D Power Asia pacific for 2001&2002

It is also created good brand name in other countries also, and it is the first Indian
company to export tyres to the US, the very birthplace of tyre technology. It is the first
company in India to manufacture and market Nylon tyres passenger tyres commercially.





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MRF is providing huge number of products to the customer as per the requirement and
need.



They provide more warranties to the customers and it will shows that the company has
confident on its product.

So as per the above information it found that the customer satisfaction towards MRF tyres















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2.1Improving Customer Satisfaction
Published standards exist to help organizations develop their current levels of customer
satisfaction. The International Customer Service Institute (TICSI) has released The
International Customer Service Standard (TICSS). TICSS enables organizations to focus
their attention on delivering excellence in the management of customer service, whilst at the
same time providing recognition of success through a 3rd Party registration scheme.

TICSS focuses an organizations attention on delivering increased customer satisfaction by
helping the organization through a Service Quality Model. TICSS Service Quality Model
uses the 5 Ps - Policy, Processes, and People, Premises, Product/Services, as well as
performance measurement. The implementation of a customer service standard should lead
to higher levels of customer satisfaction, which in turn influences customer retention and
customer loyalty.




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3.STATEMENT OF THE PROBLEMS

Profit earning has become one of the important objectives of each and every company.
It is very easy to attract new customers but retaining old customer is too difficult only
the satisfied customer will remain loyal to the firm brands.
A person enters a showroom when he wants to purchase tyres, but before purchasing tyres he
consults so many persons about tyre. Like about price, quality, service etc, and then he make
decision to purchase.
If he finds any problem with tyres, he may change his positive attitude into negative attitude
towards tyres given by the showroom.

Considering, all above points, I have decided To study the Customers Satisfactiontowards
MRF Tyres in Dehradun









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4. OBJECTIVES OF THE STUDY

A customer is not dependent on us we are dependent on customer , this statement is basis
thing for every firm or service sector. Objectives are:

1) To know the customer satisfaction towards MRF tyres in Dehradun city.

2). To know the attributes which creates customer satisfaction among MRF tyre users in
Dehradun.

3). To know the satisfaction level of the customers with the MRF tyres.

4). To know the valuable suggestion from the customers.













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5.MRF Tyres SCOPE & LIMITATIONS

The study is purely based on the survey conducted in Dehradun city and has focused on
customers. The study covers the information about the mindset which may varies from
situation& where the respondents may not be able to give required and accurate information.
LIMITATIONS:

1. Due to respondents busy schedules, the interests shown by respondents to answer the
questionnaire may be less. This may have resulted in collecting inaccurate information.

2. Due to time and cost constraint the sample size selected is 50.

3. The selected sample size is small as compared to the total number of customers. Hence the
obtained result may not be accurate as it may not represent the whole population.

4. The project is open for further improvement of the work.





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6.Scope of the study
To study the Customers Satisfaction towards MRF Tyres Literature Review Customer
satisfaction In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy. Measuring customer satisfaction Organizations are increasingly interested
in retaining existing customers while targeting non-customers; measuring customer
satisfaction provides an indication of how successful the organization is at providing
products and/or services to the marketplace. Customer satisfaction is an ambiguous and
abstract concept and the actual manifestation of the state of satisfaction will vary from
person to person and product/service to product/service. Testate of satisfaction depends on a
number of both psychological and physical variables which correlate with satisfaction
behaviors such as return and recommend rate. The level of satisfaction can also vary
depending on other options the customer may have and other products against which the
customer can compare the organizations products. Because satisfaction is basically a
psychological state, care should be taken in the effort of quantitative measurement, although
a large quantity of research in this area has recently been developed. Work done by Berry
(Bart Allen) and Border between 1990 and 1998 defined ten Quality Values which influence
satisfaction behavior, further expanded by Berry in 2002 and known as the ten domains of
satisfaction. These ten domains of satisfaction include: Quality Value, Timeliness,
Efficiency, Ease of Access, Environment, Inter-departmental Teamwork ,Front line Service
Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for
continuous improvement and organizational change measurement and are most often utilized
to develop the architecture for satisfaction measurement as an integrated model. Work done
by Parasuraman, Zenithal and Berry (Leonard L) between 1985 and 1988 provides the basis
for the measurement of customer satisfaction with a service by using the gap between the
customers expectation of performance and their perceived experience of performance. This
provides the measurer with a satisfaction "gap" which is objective and quantitative in nature.
Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of
combining the "gap" described by Parasuraman, Zenithal and Berry as two different
measures(perception and expectation of performance) into a single measurement of
performance according to expectation. According to Garb and, customer satisfaction equals
perception of performance divided by expectation of performance. The usual measures of
customer satisfaction involve a survey with a set of statements using a Liker Technique or
scale. The customer is asked to evaluate each statement and in term of their perception and
expectation of performance of the organization being measured.


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7.RESEARCH METHODOLOGY

To achieve the stated objective a survey was conducted at Dehradun city regarding customer
satisfaction towards MRF Tyres provided by D.D.Tyres show room Dehradun. Primary
Data: Primary data is collected by the random sampling method. Here we have randomly
interviewed 50 customers through Questionnaire and personal interview and collected the
primary data. Secondary Data: These are generally published sources which have been
collected originally for some other purpose, they are not gathered specially to achieve the
objectives of the particular research project hands but already assembled. Survey
Techniques: Once the researcher has decided to use survey method for collecting data he has
to make a decision to adopt any one of the following survey techniques.

1. Personal interview

2. Telephone survey










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8.DATA ANALYSIS AND INTERPRETATION

I have conducted marketing survey on 50 customer to analysis their satisfaction level, forthis
purpose I have prepared a questionnaire to collect the information from them. Among
these50 customers, only some of them responded as per that now we will see the analysis of
the collected data.
1. The following tables shows the factors which motivated the customer to purchase the
MRF TYERS


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Interpretation
The above table & graph shows that:
A) A. 16 customers have purchased MRF Tyres by their own decision.
B. 8 customers have purchased MRF Tyres by their Friends recommendation.
C. 9 customers have purchased MRF Tyres by its Brand Image.
D. 9 customers have purchased MRF Tyres on the basis of Advertisement.
E. 8 customers have purchased MRF Tyres on their Relatives recommendation.

2) The following tables shows the level of satisfaction of customer need/purpose of
purchasing MRF TYRES

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Interpretation
The above graph shows that
45 % of people are fully satisfied with the purchase of MRF tyres.
35 % of people are just satisfied with the purchase of MRF tyres.
13% of people are dissatisfied with the purchase of MRF tyres.
7 % of people are fully satisfied with the purchase of MRF tyres
3. As compare to other tyres the MRF TYRES are rated as below
. A) Price of Tyres


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Interpretation
30 % of customers are strongly satisfied with the price of MRF tyres.
35 % of customers are satisfied with the price of MRF tyres.
21 % of customers are not satisfied with the price of MRF tyres.
14 % of customers are fully not satisfied with the price of MRF tyres.

B) Quality Of Tyres




Interpretation
45 % of customers are strongly satisfied with quality of the tyres.
30 % of customers are satisfied with quality of the tyres
16 % of customers are not satisfied with quality of the tyres

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9 % of customers are fully not satisfied with quality of the tyres
C) Durability of Tyres

Interpretation
45% of customers are strongly satisfied with durability of tyres

32%of customers are satisfied with durability or tyres

14%of customers are not satisfied with durability or

9%of customers are fully not satisfied with durability of tyres.

D) Performance Of Tyres









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Interpretation
42%of customers are strongly satisfied with performance of tyres
35% of customers are just satisfied with performance of tyres
14% of customers are not satisfied with performance of tyres
9% of customers are fully not satisfied with performance of tyres
E) Mileage Of Tyres

Interpretation
48% of customers are strongly satisfied with the performance of tyres
30% of customers are only just satisfied with the performance of tyres
13% of customers are not satisfied with the performance of tyres
9% of customers are fully not satisfied with the performance of tyres









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9.Findings

1) 31% of customers have purchased on there own decision. They have decision on the
basis of experience and some customers have taken after making comparison with other
tyres. Hence it reveals that customers are satisfied with MRF TYRES

2) Majority of customers means 45% are satisfied with the fulfillment of their need/purpose.

3) Only 30% of customers are fully satisfied with price of the tyres about 21% are not
satisfied and 14% of customers are fully not satisfied with the price.

4) About 45% of customers are fully satisfied,30% of customers are only just satisfied and
16% are not satisfied with the quality

5) About 45% of customers are satisfied with durability of tyres, and 14% are not satisfied
with durability.

6) about 42% of customers are fully satisfied with the performance of the tyres, and only
14% are dissatisfied.

7) the customers are having a very good opinion about the MRF TYERES about 28% are
strongly satisfied with its performance, and only 17% are not satisfied with performance.

8) the customers are having very good opinion about the behavior of showroom people
about 44% of customers are saying they are friendly and only 13% are dont know.

9) The service charges are very reasonable in the view of about 43% of customers and about
11% of customers believe that the service charges are costly.

10) Majority of customers are fully satisfied with the MRF TYRES

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10.SUGGESTION

10.1SUGGESTIONS TO SHOWROOM
A) Showroom must recruit well qualified and skilled labors that care about the customer. It will abolish the
problem of unskilled and poor quality service.

B) Showroom employees and workers should maintain friendly relation with every customers.

C) Showroom should provide the remolding system to the existing customers.

D) Showroom should maintain tyres, tube, air compression machines etc,. which are needed to the customer
at any time.

E) Always adopt the improvement of servicing system and keep the showroom in good

10.2SUGGESTIONS TO COMPANY

A) The company should reduce the price of their products.
B) Improve the distribution network and make available the products in needed time of
customers.
C) Company always keeps some prizes and gifts to attract the customers.
D) The products should advertised in the Regional TV channels and in leading newspaper
must



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11.Conclusion and Recommendations

According to the study I conclude that the MRF TYRES company satisfies the customer
need and the purpose, but only problem is with the service given to the customers by the
showroom. So, as per study in my opinion based on project I can say that MRF TYRES
should think about the service provided by showrooms in order to capture the maximum
market segment. According to Dehradun city the market is vast almost the whole district
customers and other new people purchase the MRF Tyres because it is old brand running
tyres in market. Almost people demands the MRF Tyres comparing to other company tyres.
Company provide more advertisement and always keep customers need with development of
MRF Tyres












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12.BIBLIOGRAPHY

To complete this project I have referred the following books:
1).MARKETING MANAGEMENT - PHILIP KOTLAR.
II).MARKETING RESEARCH - TULL & HAWKINS
III).WWW.MRFTYRESINDIA.COM














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13.QUESTIONNAIRE

Dear Sir/Madam,(Please tick ( ) appropriate answer in the box / space)
I). Customer Introduction:
a. Name: _____________________________________________
b. Address: _____________________________________________
c. Occupation / Job: ____________________________________________
II). which factors motivated you to purchase MRF TYRES?
A: Friends [ ] B: Brand Image [ ] C: Advertisement [ ]
D: Relatives [ ] E: Self decision [ ] F: Others [ ]
III). To what extent the MRF TYRES has satisfied your purpose / need?
A: Fully Satisfied [ ] B: Satisfied [ ] C: Dissatisfied [ ] D: Fully Dissatisfied [ ]
IV). As compare to other tyres how do you rate the following characteristics of your MRF TYRES

V): What is your opinion about MRF TYRES?
A: Excellent [ ] B: Very Good [ ]
C: Good [ ] D: Bad [ ]
VI): what was the behavior of show room people while taking quotations or while Purchasing MRF
TYRES?
A: Very Friendly [ ] B: Friendly [ ]
C: Not-Friendly [ ] D: Dont Know [ ]
VII): What is your opinion about service charges in the show room?
A: Very Reasonable [ ] B: Reasonable [ ]
C: Costly [ ] D: Very Costly [ ]

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VIII): Why did you prefer MRF TYRE?
A: Quality [ ] B: Price [ ]
C: Service [ ] D: Durability [ ]
IX): What problems faced while purchasing MRF TYRES?
A: Lack of informations [ ] B: Non co-operations of show room peoples [ ]
C: Delay [ ] D: No problem ]

X): Give your valuable suggestions to improve MRF TYRES?
A: __________________________________________________
B: __________________________________________________
C: __________________________________________________