CHAPTER 1 INTRODUCTION AND DESIGN OF THE STUDY 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 behavior with in the market. They get such knowledge from psychology and sociology for their desires. This is called consumer behavior, which is used to construct models by which marketing people plan strategies, later on, these are used in advertising campaign. This study on this topic will help the organization to satisfy the customer need and there wants and tells Love the customers, not the product" There are five competing concepts under which organization 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. INDUSTRY PROFILE

The Automobile industry has undergone a dramatic transformation over the past decade, both in size and technological sophistication. Until the mid 1990s it consisted of just a handful of local companies with small capacities and outdated technologies. However, after the sector was thrown open to foreign direct investment in 1996, some of the global majors moved in and by 2002, Hyundai, Honda, Toyota, general Motors , Ford and Mitsubishi set up their manufacturing bases. The sector is known to hold as much promise for the country as the much touted IT and ITes industry. And much like its IT counterpart, the auto industry is being driven by Indias advantage of a vast availability of low cost high skilled manpower. The year 2003 2004 was a landmark one for the auto sector. For the first time, the total sales (domestic plus exports) of passenger vehicle cars, utility vehicles and MUVs crossed the one million mark with sales growing 30.2 per cent during the year. Of this, domestic sales accounted for 9,00,752 units and exports 1,29,316 units. With total investment exceeding Rs.50,000 crore, the turnover of the automobile industry exceeded Rs.59.518 crore in 2002 - 03. Including the turnover of the auto component sector, the industrys total turnover was above Rs.84,000 crore in 2002 03. According to estimates in 2003 04 , the total turnover of the industry was more than Rs.100,000 crore ($22.74 billion). The total production of all types of vehicles in India rose from 4.2 million units in 1998 99 to 7.3 million units in 2003 04. Over this period, commercial vehicles output grew 2.8 times compared to 2.2 times for passenger cars. However , it is the two wheeler output , which continues to dominate the sector. In 2003-04, for instance, for every passenger car produce in the country, several two wheelers were turned out. In 2003 04, the country produced 842,437 passenger cars, 146,103 MUVs , 275,224 commercial vehicles, 5,624,950 two wheelers and 340,729 three wheelers. 2

In addition to the growing domestic demand, automobile exports have also registered a healthy growth in recent years, thanks to the improvement in the quality of products and their competitive prices. For instance, export of passenger cars rose from 28,122 in 1998 -99 to 166,413 units in 2004-05. Exports of commercial vehicles increased to 30,000 units in 2004-05 from12,255 in 2002-03 and those of two wheelers to 336,724 units in 2004 05 from 179,982 in 2002- 03. While the output levels of domestic industry are no doubt still small in comparison with international auto giants, India has now emerged as the fastest growing car market in the world. The countrys two wheeler industry is already the largest in the world and is expected to continue to maintain robust growth in the coming years. The growth rate of all commercial vehicles in 2003 -04 was 36.5 percent , the LCV segment logged a growth of 32 percent. Thanks to the all pervading optimism in the air, car makers have drawn up plans to increase their production capacities by as much as 44 per cent over the next two three years. While the countrys largest car producer, Maruti Udyog Ltd (MUL) , will increase its capacity by setting up a new plant, Tata Motors, Hyundai, Ford and Toyota are planning to expand their capacities. A heartening feature of the changing automobile scene in India over the past five years is the newfound success and confidence of domestic manufacturers. They are no longer afraid of competition from the international auto majors. Evidently, Indian players have learnt from past mistakes and developed the skills to build cheaper automobiles using appropriate technologies. True, Indian Players are still lacking in scale of operation. While economies of scale play a vital role in the auto sector, a few Indian manufacturers relied on innovation rather than scale of operation for competitive advantage. As the automobile industry has matured over the past decade, the auto components industry has also grown at a rapid pace and is fast achieving global competitiveness both in terms of cost and quality.

In fact, industry observes believe that while the automobile market will grow at a measured pace, the components industry is poised for a take off. For it is among the handful of industries where India has a distinct competitive advantage. International automobile majors, such as Hyundai , Ford, Toyota and General Motors which set up their bases in India in the 1990s, persuaded some of their overseas component suppliers to set up manufacturing facilities in India. Consequently, the value of cumulative output of the auto components industry rose rapidly to Rs.30, 640 crore at end of 2003 -04 for just Rs.11, 475 crore in 1996 -97. Foreign companies such as Delphi, which followed General Motors in 1995, and Visteon, that followed Ford Motors in 1998, soon realized the substantial cost advantage of manufacturing components in India. Finding the cost of lower by about 30 per cent, they began exploring the possibility of exporting back these low cost, high quality components to their global factories and thus reducing their overall costs. Not surprisingly, the industrys exports registered a more than four fold jump to Rs.4, 800 crore in 2003 -04 from just Rs.1, 033 crore in 1996 -97. Automobile majors such as Maruti Udyog, Toyota and Hyundai have now finalized their plans to invest in some of the critical auto components. According to the Automotive Manufacturers Association of India (ACMA) officials, auto component manufacturers are expected to invest about Rs.10,000 crore over the next five years at the rate of Rs.2,000 crore per annum. According to analysts, the auto component industry could merge as the next success story after software, pharmaceuticals, BPO and textiles. The size of the global auto component industry is estimated at $ 1 trillion and is set to grow further. Against this backdrop, Mc Kinseys latest report has estimated that the sector has the potential of increasing its exports to $25 billion by 2015 from $1.1 billion in 2004. The growth curve of India Auto Ind. has been on as upswing for the past few years. India became the fastest growing car market in the world in 2004, with a growth rate of 20 per cent. Continuing the upswing, the sector posted an impressive 8.9 per cent growth in 2005 - 06, says the Economic Survey 2005 06.The latest

announcement by the government to cut excise duty of small cars will soon see India emerging as the worlds largest manufacturing hub for small or compact cars. The automobile is one of the most complex consumer products in existence. And although, world wide the auto industry is known to have one of the most mature manufacturing processes, there are dramatic changes in product development and technology occurring even today. Two of the most critical issues that have emerged in the recent past are competitiveness in cost, quality and product offerings and shorter lead times to market. This in turn has encouraged auto companies to adopt world car concepts that transcend diverse geographies. No wonder then that the automotive business is being played out on a worldwide stage, with India emerging as one of the key players. Auto components, engineering services are ready to export passenger vehicles most global auto majors have deepened their commitment and ties with the country, projecting India as one of the worlds auto hubs. The Indian automobile industry is likely to attract an investment of US$6.7 billion by 2007. Domestic auto sales grew 12.9 per cent during the April November 05 period, compared to the same period last year, according to Society of Indian Automobile Manufacturers (SIAM). A sale of commercial vehicles trucks and buses increases 15% (34,037) from previous year sale. While sales in April 2005 - January 2006 were 271,979 units against 252,919 year on year. Within the industry light commercial vehicles led with a 21 per cent growth, touching 89,843 units. Taking the second spot as a growth category were three vehicles which grew 14.5 per cent to 2, 25,714 units. Exports of automobiles as a proportion of total production have increased from 2.9 per cent in 1999 2000 to 8.9 per cent in 2005 06, according to the Economic survey. For passenger cars and three wheelers, exports in 2005 06 accounted for 18 19 per cent of total production. Indian Automobile sector is increasing its sales volume and is expected to touch 10 million marks of which commercial vehicle segment will contribute maximum. According to industry experts Indian Automobile sales will grow at a CAGR of 9.55 to 13008 million by 2010 from current 8.45 million units in Financial Year 05.

1.3. COMPANY PROFILE

Ambal Auto is an Authorized Maruti Dealers for Coimbatore, Niligiri's, Erode & Namakkal Districts and one of the leading automobile dealers in South India. Started in the year 1998, Mr. Asokan Muthusamy, MD / CEO heads it with valid support from the Board Chairman Mr. Krishna Kumar. Ambal over the year has gained Confidence of its Customers and Maruti. It has the reputation of an Automobile Dealer with high level of Customer Orientation towards attaining Customer Satisfaction. This has won many awards from Maruti in all the spears of Business. Special are those won for Customer Satisfaction in both Sales & Service. Ambal Auto currently has Three New Car Showrooms, Two Pre Owned Cars (True Value) Showroom, Five Workshops, Two Body Repair Workshops well manned by over 400 plus Trained Manpower, Dedicated to customer Service, spread over Coimbatore, Erode, Ooty & Namakkal. Ambal enhances Customer Service with Extended Warranty, Maruti Finance, Maruti Insurance, Maruti Genuine Accessories & Maruti Suzuki Exchange.

PRODUCT PROFILE MARUTI SUZUKI SWIFT

A serious step ahead for Maruti. Exciting styling, smart interiors, good dynamics and decent performance from its Esteem-derived engine. It is an attractive upgrade for small car owners. Clever pricing makes it fantastic value for money. There's a big difference in equipment between the bottom and top versions, and with a small, dark cabin and tiny.

INDIAN AWARDS
No. 1 in Initial Quality Study Total Customer Satisfaction Car of the Year Car of the Year Best Value for Money Car Best Design and Styling Viewer's Choice Small Car of the Year Design Car of the Year Car of the Year - JD Power - TNS Study - BS Motoring - CNBC Autocar - CNBC Autocar - CNBC Autocar - CNBC Autocar - NDTV Profit - BBC Top Gear - Overdrive

INTERNATIONAL AWARDS Japan:

RJC Car of the Year - Automotive Researchers' & Journalists' Conference 2005-2006 Car of the Year Japan "Most Fun" - COTY Goof Design Award - Japan Industrial Design Promotion Organization Carview of the Year 2005-2006 - Carview

Iceland:

Car of the Year 2006 - BIBD the Association of Automotive Journalists

Ireland:

Samperit Irish Car of the Year 2006 - Irish Motoring Writers Association

New Zealand:

Fairfax AMI Small Car of the Year - AUTOCAR National Business Review Small Car of the Year - The National Business

Review

Australia:

2005 Carsguide Car of the Year - Carsguide

United Kingdom:

2005 Car of the Year - CAR (Automobile Magazine) 7

Malaysia:

NST Mastercard Car of the Year 2005 "Small Car" - New Strait Times

China:
1. 2005 CTV COTY "Economical Car" - CCTV 2. Motor Show COTY "Hatchback" - 2005 Shanghai International Motor Show 3. Most Popular Hatchback Car - 4th Changchun Motor Show 4. 2005 Shenzhen Market Car Ranking "Best Design" - Shenzhen Daily 5. 2005 Chengdu Market Car Ranking "Best Design" - Chengdu Economic Daily

Belgium:
ING Lease Car of the Year 2005 "Best in Class Economy" - ING Car Lease

1.4 REVIEW OF LITERATURE

Review of the literature is essential for every researcher to carry on the investigation successfully. Through review of literature will expose the researcher to previous research conducted, their area of study etc, which in turn would help to decide upon the area not studied upon and that which will concentrate on. Zajonic (1982) in her study examines the positive feelings or heightened recognition some stimulus say a brand name can be engendered simply through repeated exposures even through the consumers pays little conscious attention to it.10 Preeti, in her thesis has analysed the consumer attitudes towards brand of home appliances. She has pointed out that majority of the consumers prefer branded durables because of the standard quality & service, easy remembrance and promotion and product uniqueness.2 Assael (1987) in her research reveals that price awareness among consumers in generally low though in the increase overtime for products priced on the low side and decrease for higher priced products.9 Mr. R. Ravi Mohan (1987) has given the conclusion that the target market for this vehicle is young energetic students and the middle aged office goers. The advertisement by the company has been effective mainly through TV & Newspaper. Easy handling of vehicle is the main reason for purchasing of this vehicle. The company has to rectify the defective parts, slow initial pickup, pillion rider discomfort, wrong designs of silencers etc. to satisfy the customers. The average fuel efficiency is less only, so there is a chance for that the customers may go for some other vehicle6. Miss D.Sasikala (1990) has made findings in her study is the dealer should improve the quality of sales, service and after sales service be delivered in a reasonable amount of time keeping in perspective, the completion service and delivery speed. Interest be shown in old vehicles even if the period of the vehicles is owned more so that the customer will be satisfied. This is the conclusion given in her studies7.

Murali (1994), evaluated optimal brand of 100cc bike. The results in general, revealed that the manufacturer have to design their vehicles to be used by all the age groups of people to satisfy their needs also.3 Vidhya Shankar (1996), in her study, focused attention on the nature of various categorized of consumer perception of 100 cc bikes. The study points out that the selection of a particular brand of 100 cc bike is due to the influence of product factors such as during comfort, appearance, availability of spares, price etc.1 Mr. A.Senthil Kumar (1999) has conducted in his study is that the spares should be made readily available and dealer should appoint more skilled mechanics and service charge should be reduced and more advertisements should be made for new vehicle5. Miss T.Jayshree (2000) has given the following conclusion in her study, the dealers can improve the quality of service by appointing trained people and they should pay more attention on the complaint mentioned by the customer and the complaint mentioned by the customer and they should give details about unique feature, warranty schemes, operating features and safe riding of the vehicle4. Mr. I. Mahesh (2004) concluded that most of the consumers use the motorcycle as an economical way of traveling compared to other modes traveling expect public transportation vehicle. The study reveals that, even though motorcycles are uses by common people, among them students and businesspersons have a major hand in its usage. Most of the consumers give more importance to the quality, price and fuel efficiency of motorcycle8

10

CHAPTER-2 OBJECTIVES AND RESEARCH METHODOLOGY

2.1 OBJECTIVES OF THE STUDY Primary objective

A Study on customer satisfaction towards Swift Car of Maruti Udyog Limited with special reference to Ambal Auto.

Secondary Objective
1. To find out the factors influencing the customer preference while selecting the product. 2. 3. To study the customer satisfaction level towards maruti swift car. To know about the customer opinion on after sales service provided by the ambal auto. 4. To offer suitable suggestions to improve customer satisfaction.

11

2.2 SCOPE OF THE STUDY

The study is mainly intended to ascertain customer satisfaction and factors influencing product selection. It is believed that such a study will throw light on the strength and weakness of the dealer on one hand, its opportunity and threats on the other hand. The scope is mainly focused on giving information to the company about what to do or what are the pitfalls or weakness that the company is presently having. These weaknesses can be studied in detail or in depth and good remedies can be taken to improve the company's well being. The scope also extents about to know what are people's opinion about the company's service and product, their awareness, likes and dislikes and the company can take into consideration the suggestion made by them if they compensate with company's view and policies. And thus findings and other study may help the service provider to analyze the needs of the people and bring before them what they needed and moreover to attain a competitive edge over its rival.

12

2.3. METHODOLOGY OF THE STUDY RESEARCH DESIGN

Descriptive research design was used to conduct this study. The main characteristics of this method is that the researcher as know control over the variable. Description study is adapted as the research design. description study is designed to description the characterized of user of a given product, the degree to which product use, varies with age, sex, income level, family size or other characteristics.

SAMPLE DESIGN
Sample design refers to the technique or the procedure the research would adopt in selecting item for the sample.

SAMPLING UNIT
Sampling unit is the basic unit containing the elements of a target population. The sampling unit of the study is Coimbatore city.

SAMPLE SIZE
The study contains a sample size of 110 customers.

SAMPLING TECHNIQUES
In this study non-probability sampling has been adopted. Under the nonprobability sampling convenience sampling has taken for the purpose of study. The sampling units are chosen primarily on basis of convenience sampling.

DATA COLLECTION METHOD

The data was collected from the both primary and secondary sources.

13

PRIMARY DATA
The researcher had collected primary data, which had obtained by a study specifically designed to fulfill data needs of the problem at hand such data are original as character. They are also follows,

QUESTIONNAIRE TYPE
The structured questionnaire was used for collecting the data. The questionnaire include two type,

1.

Multiple choice questions

It is very easy and convenient for the respondents answer. It offers three or

more answer choices.

2.

Dichotomous questions
It is an extreme form of the multiple choice questions, which allows the

respondent to choose one from the two responses, such as YES / NO.

SECONDARY DATA
The researcher uses different sources to collect the datas, such as company publications, business journals, magazines, project reports etc.

TOOLS USED FOR ANALYSIS DATA PERCENTAGE ANALYSIS

Percentage refers to special kind of ratio. Percentage are used to make a comparison between two or more serious of data. The percentage method is some times used for describing relationship. Since the percentage reduce everything to a common bases and there allows meaningful comparison to be made. Chi-square test also made to prove hypothesis.

14

The researcher had used the following charts for representing a data, 1. 2. Bar chart Pie chart

Bar Chart
Bar chart consists of two axis, X-axis and Y-axis. In these two axis we give the number of respondent and their percentage respectively.

Pie Chart
It is in a round manner which shows different values in different colors or shades, inside a round diagram or in separate pieces of a circle.

CHI SQUARE TEST

A statistical test used to determine the probability of obtaining the observed results by chance, under a specific hypothesis. It can be calculate using a formula.

2 E O E RT CT N

= = = = = = =

(O E) 2 / E RT * CT Observed No. of respondents Expected No. of respondents Row total Column total Total no of observation

The total value is found at 5 % level of significant an for the available degree of freedom, (R 1)*(C 1) Where R = No. of rows C = No. of columns If the calculated chi-squire value is greater than the critical value the hypothesis is rejected otherwise accepted. 15

STATEMENT OF THE PROBLEM

The problem selected for present study is to identify the customer satisfaction of Maruti Suzuki Swift among the customers at Coimbatore city. Since it is said A problem well defined is half solved. The problem is specified clearly with which aspect it should be carried out. The main purpose of the study is to know the customer satisfaction of MARUTI SWIFT Car owners with special reference to Ambal Auto, Coimbatore. To know the satisfaction level of the product dealt and thus improve distribution pattern. Also to know reason for purchasing more of specified company brand and thus improve in that aspect. To know the level of awareness about choice brand of the equipment and also the awareness about the different brand in the market, this would help to attain the company to take appropriate steps. The title of this project clearly states that the purpose of the study is to know the customer satisfaction of MARUTI SWIFT CAR owners with special reference to AMBAL AUTO. Also the study is an attempt to know the exact expectation of customers in Coimbatore region for the company to do good business.

16

2.4 LIMITATIONS OF THE STUDY

1. A major limitation of the study was the time factor. Due to which sample size had to be restricted. 2. The study was restricted to the customers in Coimbatore City. So the findings cant be generalized to the entire market. 3. Information gathered from the respondents may be biased. 4. The result of this study cannot be generalized to any other Maruthi Dealer. 5. The study is based on the customer perception which various as environment changes. Every change in environment brings changes in customer perception and satisfaction. Hence this study is not relevant when environment changes.

17

CHAPTER III DATA ANALYSIS AND INTERPRETATION PERCENTAGE ANALYSIS

Percentage analysis is used for the factors like age, gender, marital status, family composition etc., and each factor is represented in the form of table here under.

TABLE 1. Gender of The Respondents

S.No 1 2 Gender Male Female Total No. of respondents 92 18 110 Percentage 83.6 16.4 100.0

Inference
The table above shows that 83.6% of the respondents are male and 16.4% of them are female.

18

Chart 1. Gender Of The Respondents

Female 16%

Male 84%

19

Table 2. Age Wise Classification Of The Respondents

S.No 1 2 3 4 Age group 18 24 25-31 32-38 39 & above Total No. of respondents 32 50 26 2 110 Percentage 29.1 45.4 23.6 1.9 100.0

Inference
From the above table it is inferred that 45.4% of the respondents come under the age group of 18-24 years, 29.1% come under age group 18 - 24 years, 23.6% come under the age group 31-38 years and only 1.9% are come under the age group of above 50 years. Thus the majority of the respondents are in the age group of 25-31 years.

20

Chart 2. Age Wise Classification Of The Respondents

50 45 40 35 Percentage 30 25 20 15 10 5 0 18 - 24 29.1

45.4

23.6

1.9

25-31 Age group

32-38

39 & above

21

Table 3. Marital Status Of The Respondents

S.No 1 2 3 Marital status Married Unmarried Total No. of respondents 76 34 110 Percentage 69.1 30.9 100.0

Inference
The table above shows that 69.1% of the respondents are married and 30.9% of them are unmarried.

22

Chart 3. Marital Status Of The Respondents

31%

Married Unmarried

69%

23

Table 4. Family Composition

S.No 1 2 3 Family members Upto 3 members 4 - 6 members Above 6 members Total No. of respondents 32 71 7 110 Percentage 29.1 64.5 6.4 100.0

Inference
The above table shows that, out of 110 respondents, 64.5% fall in the family group of 4 to 6 members, 29.1% fall in the family group of up to 3 members and 6.4% fall in the family group of more than 6 members.

24

Chart 4. Family Composition

Percent 64.5

70 60 50 Percentage 40 30 20 10 0 Upto 3 members 29.1

6.4

4 - 6 members No. of family members

Above 6 members

25

Table 5. Educational Qualification Of The Respondents

S.No 1 2 3 Educational qualification HSC Graduate Diploma holder Total No. of respondents 8 98 4 110 Percentage 7.3 89.1 3.6 100.0

Inference
The above table shows the educational qualification of respondents. Respondents of 89.1% are graduates, 7.3% are higher secondary and 3.6% are diploma holder. Most of the respondents are UG degree holders.

26

Chart 5. Educational qualification of the respondents

89.1 90 80 70 60 Percentage 50 40 30 20 7.3 10 0 HSC Graduate Educational Qualification Diploma holder 3.6

27

Table 6. Occupation of the respondents

S.No 1 2 3 Occupation Employee Self-employed Others Total No. of respondents 97 11 2 110 Percentage 88.2 10.0 1.8 100.0

Inference
Cars are used for easy transport from one place to another place, and more over occupation plays a key role in this regard. The study shows that respondents of 88.2% are employed, 10.0% are self employed, and 1.8% come under the category of professionals. Majority of the respondents are employed.

28

Chart 6. Occupation Of The Respondents

88.2 90 80 70 60 Percentage 50 40 30 20 10 0 Employee Self-employee Occupation Others 10 1.8

29

Table 7. Income Of The Respondents

S.No 1 2 3 Monthly Income (Rs.) Below 15000 15001-30000 Above 30000 Total No. of respondents 68 33 9 110 Percentage 61.8 30.0 8.2 100.0

Inference
Income is also a main factor that decides in the possession of cars. Out of 110 respondents 61.8% are earning below Rs. 15000 monthly, 30.0% of them are earning between Rs.15, 001 30,000 and, 8.2% are earning above Rs. 30000.

30

Chart 7. Income Of The Respondents

70 60 50 Percentage 40

61.8

30 30 20 8.2 10 0 Below 15000 15000-30000 Monthly Income Above 30000

31

Table 8. Purpose Of The Possession

S.No 1 2 3 4 Purpose Time saving Comfort Social status Others Total No. of respondents 13 65 20 12 110 Percentage 11.8 59.1 18.2 10.9 100.0

Inference
The above table shows the respondents of 59.1% have purchased the vehicle for their personal use, 18.2% for social status and 11.8% have purchased for time saving and 10.9% owned for other reasons.

32

Chart 8. Purpose Of The Possession

59.1 60

50

40 Percentage

30 18.2 20 11.8 10 10.9

0 Time saving Comfort Social status Purpose Others

33

Table 9. Model Of The Car

S.No 1 2 Model Petrol Diesel Total No. of respondents 34 76 110 Percentage 30.9 69.1 100.0

Inference
The above table shows that 69.1% of total respondents have purchased the diesel car, followed by 30.9% are using petrol car.

34

Chart 9. Model Of The Car

Petrol 31%

Diesel 69%

35

Table 10. Knowledge Source About The Brand

S.No

Sources of knowledge

No. of respondents

Percentage

1 2 3 4

Advertisement Suggestion given by friends & relatives Show-room display Others

43 34 38 7

39.1 30.9 34.5 6.4

Inference
The table above shows that respondents of 39.1% are aware through advertisements, 34.5% are familiar from suggestions given by friends and relatives, and 30.9% from show room display etc., about Maruti Swift Car. Thus majority of the respondents got knowledge about Maruti Swift Car through advertisements.

36

Chart 10. Knowledge Source About The Brand

6.4

Advertisement 39.1 34.5 Suggestion given by friends & relatives Show-room display Others

30.9

37

Table 11. Factors Influenced To Purchase The Swift Car

S.No 1 2 3 4 5 6 7 8 9

Factors influenced Mileage Appearance Brand loyalty Pick-up engine Performance Comfort Size of the Car Price Others

No. of respondents 53 41 37 37 58 52 38 26 10

Percentage 48.2 37.3 33.6 33.6 52.7 47.3 34.5 23.6 9.1

Inference
When people purchase car they are influenced by the various factors like price, style, comfort etc. The study conveys respondents of that 48.2% are influenced by mileage, 37.3% by appearance, 33.6% by brand loyalty, 33.6% by pickup of engine, 52.7% considered performance, 47.3% considered comfort, 34.5% influenced by size of the car, 23.6% by price and 9.1% influenced by other factors of Maruti Swift Car.

38

Chart 11. Factors Influenced To Purchase The Swift

60
52.7

50 40 Percentage 30 20

48.2

47.3

37.3 33.6

33.6

34.5

23.6

9.1

10 0
e Pe rf or m an ce fo rt e Pr ic M ile ag e lo ya lty ra nc e of th eC ar en gi n C om A pp ea Pi ck -u p Br an d O th er s

Factors

39

Si ze

Table 12. Satisfaction On Mileage Of Maruti Swift

S.No 1 2 3 4 5

Level of Satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

No. of respondents 60 40 6 4 110

Percentage 54.5 36.4 5.5 3.6 100.0

Inference
The above table shows the respondents satisfaction level based on mileage of Maruti Swift. The study reveals respondents of 54.5% were highly swift. satisfied, 36.4% were

satisfied, 5.5% were neutral, and 3.6% were dissatisfied with the mileage of maruti

40

Chart 12. Satisfaction On Mileage Of Maruti Swift

60

54.5

50 36.4

40 Percentage

30

20 5.5 3.6

10

0 Highly satisfied Satisfied Neutral Level of Satisfaction Dissatisfied

41

Table 13. Satisfaction Level On Appearance Of Maruti Swift

S.No 1 2 3 4 5

Level of Satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total

No. of respondents 63 41 2 2 2 110

Percentage 57.3 37.3 1.8 1.8 1.8 100.0

Inference
The above table shows the respondents satisfaction level on appearance of Maruti Swift. The study reveals that respondents of 57.3% were highly satisfied, 37.3% were satisfied, and similar percentage (1.8%) of them were neutral, dissatisfied and highly dissatisfied respectively, with the appearance of Maruti Swift.

42

Chart 13. Satisfaction On Appearance Of Maruti Swift

60 50 40 Percentage 30 20 10

57.3

37.3

1.8 0 Highly satisfied Satisfied Neutral

1.8

1.8

Dissatisfied

Highly Dissatisfied

Level of Satisfaction

43

Table 14. Satisfaction On Brand Of Maruti Swift

S.No 1 2 3 4 5

Level of Satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

No. of respondents 72 32 4 2 110

Percentage 65.5 29.1 3.6 1.8 100.0

Inference
The above table shows the respondents satisfaction level based on satisfaction on brand image of Maruti Swift. The study reveals that respondents of 65.5% were highly satisfied, 29.1% were satisfied, 3.6% were neutral and 1.8% were dissatisfied with the brand image of Maruti Swift.

44

Chart 14. Satisfaction On Brand Of Maruti Swift

70 60 50 Percentage 40

65.5

29.1 30 20 10 0 Highly satisfied Satisfied Neutral Level of Satisfaction Dissatisfied 3.6 1.8

45

Table 15. Satisfaction On Engine Pick-Up Of Maruti Swift

S.No 1 2 3 4 5

Level of Satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total

No. of respondents 53 49 4 2 2 110

Percentage 48.2 44.5 3.6 1.8 1.8 100.0

Inference
The above table shows the respondents satisfaction level based on satisfaction on engine pick-up of Maruti Swift. The study reveals that respondents of 48.2% were highly satisfied, 44.5% were satisfied, 3.6% were neutral, similar percentage (1.8%) were dissatisfied and highly dissatisfied with the engine pick-up of Maruti Swift.

46

Chart 15. Satisfaction On Engine Pick-Up Of Maruti Swift

50 45 40 35 Percentage 30 25 20 15 10 5 0

48.2 44.5

3.6

1.8

1.8 Highly Dissatisfied

Highly satisfied

Satisfied

Neutral

Dissatisfied

Level of Satisfaction

47

Table 16. Satisfaction Of Performance Of Maruti Swift

S.No 1 2 3

Level of Satisfaction Highly satisfied Satisfied Dissatisfied Total

No. of respondents 77 29 4 110

Percentage 70.0 26.4 3.6 100.0

Inference
The above table shows the respondents satisfaction level based on performance of Maruti Swift. The study reveals that respondents of 70% were highly satisfied, 26.4% were satisfied, and 3.6% were dissatisfied with the performance of Maruti Swift.

48

Chart 16. Satisfaction On Performance Of Maruti Swift

70 70 60 50 Percentage 40 30 20 10 0 Highly satisfied Satisfied Level of satisfaction Dissatisfied 3.6 26.4

49

Table 17. Satisfaction On Comfort Of Maruti Swift

S.No 1 2 3 4 5

Level of Satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

No. of respondents 67 34 5 4 110

Percentage 60.9 30.9 4.5 3.6 100.0

Inference
The above table shows the respondents satisfaction level based on comfort of Maruti Swift. The study exhibits respondents of 60.9% were highly satisfied 30.9% were satisfied, 4.5% were neutral, and 3.6% were dissatisfied with the comfort of Maruti Swift.

50

Chart 17. Satisfaction On Comfort Of Maruti Swift

70 60 50 Percentage 40 30 20 10 0

60.9

30.9

4.5

3.6

Highly satisfied

Satisfied Neutral Level of Satisfaction

Dissatisfied

51

Table 18. Satisfaction On Size Of Maruti Swift

S.No 1 2 3 4 5

Level of Satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

No. of respondents 72 28 10 110

Percentage 65.5 25.5 9.1 100.0

Inference
The above table shows the respondents satisfaction level based on size of Maruti Swift. The study reveals that respondents of 65.5% were highly satisfied, 25.5% satisfied and 9.1% were neutral in their opinion with the size of Maruti Swift.

52

Chart 18. Satisfaction On Size Of Maruti Swift

70 60 50 Percentage 40 30 20 10 0

65.5

25.5

9.1

Highly satisfied

Satisfied Level of satisfaction

Neutral

53

Table 19. Satisfaction On Price Of Maruti Swift

S.No 1 2 3 4 5

Level of Satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

No. of respondents 40 58 6 6

Percentage 36.4 52.7 5.5 5.5

110

100.0

Inference
The above table shows the respondents satisfaction level based on price of Maruti Swift. The study reveals that respondents of 52.7% were satisfied, 36.4% were highly satisfied, 5.5% were neutral, and 5.5% were dissatisfied with the price of Maruti Swift.

54

Chart 19. Satisfaction On Price Of Maruti Swift

60

52.7

50 36.4

40 Percentage

30

20

10

5.5

5.5

0 Highly satisfied Satisfied Neutral Level of Satisfaction Dissatisfied

55

Table 20. Satisfaction On Service Of Maruti Swift

S.No 1 2 3 4 5

Level of Satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total

No. of respondents 62 36 8 2 2 110

Percentage 56.4 32.7 7.3 1.8 1.8 100.0

Inference
The above table shows the respondents satisfaction level based on service of Maruti Swift. The study exhibits that respondents of 56.4% were highly satisfied, 32.7% were satisfied, 7.3% were neutral, 1.8% were dissatisfied and 1.8% were highly satisfied with the service provided by Maruti Swift.

56

Chart 20. Satisfaction On Service Of Maruti Swift

60 50 40 Percentage 30 20

56.4

32.7

7.3 10 0 Highly satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied 1.8 1.8

Level of Satisfaction

57

Table 21. Satisfaction On Colour Of Maruti Swift

S.No 1 2 3 4 5

Level of Satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total

No. of respondents 61 41 4 2 2 110

Percentage 55.5 37.3 3.6 1.8 1.8 100.0

Inference
The above table shows the respondents satisfaction level based on colour of Maruti Swift. The study reveals that respondents of 55.5% were satisfied, 37.3% were highly satisfied, 3.6% were neutral, 1.8% were dissatisfied and remaining 1.8% were highly dissatisfied with the price of Maruti Swift.

58

Chart 21 Satisfaction On Colour Of Maruti Swift

60 50 40 Percentage 30 20 10 0

55.5

37.3

3.6

1.8

1.8

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied

Level of Satisfaction

59

Table 22. Satisfaction On Spares Availability Of Maruti Swift

S.No 1 2 3 4 5

Level of Satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total

No. of respondents 56 44 6 2 2 110

Percentage 50.9 40.0 5.5 1.8 1.8 100.0

Inference
The above table shows the respondents satisfaction level based on availability of the spares of Maruti Swift. The study reveals that respondents of 50.9% were highly satisfied, 40.0% were satisfied, 5.5% were neutral, 1.8% were dissatisfied and remaining 1.8% were highly dissatisfied with the spares availability of Maruti Swift. the

60

Chart 22. Satisfaction On Spares Availability Of Maruti Swift

60 50.9 50 40 40 Percentage 30 20 10 0 Highly satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

5.5

1.8

1.8

Level of Satisfaction

61

Table 23. Satisfaction On Overall Performance Of Maruti Swift

S.No 1 2 3 4 5

Level of Satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

No. of respondents 72 27 10 1 110

Percentage 65.5 24.5 9.1 0.9 100.0

Inference
The above table shows the respondents satisfaction level based on overall performance of Maruti Swift. The study reveals that respondents of 65.5% were highly satisfied, 24.5% were satisfied, 9.1% were neutral, and 0.9% were dissatisfied with the overall performance of Maruti Swift.

62

Chart 23. Satisfaction on Overall Performance Of Maruti Swift

70 60 50 Percentage 40 30 20 10 0

65.5

24.5

9.1 0.9

Highly satisfied

Satisfied Neutral Level of Satisfaction

Dissatisfied

63

Table 24. Opinion On Performance Of Sales Engineers At Ambal Auto

S.No 1 2 3

Opinion Excellent Good Average Total

No. of respondents 54 54 2 110

Percentage 49.1 49.1 1.8 100.0

Inference
The above table shows respondents of 49.1% were excellent, 49.1% were good and 1.8% were average, with the performance of sales engineers at Ambal Auto.

64

Chart 24. Opinion On Performance Of Sales Engineers At Ambal Auto

49.1 50 45 40 35 Percentage 30 25 20 15 10 5 0 Excellent

49.1

1.8

Good Opinion

Average

65

Table 25. Mode Of Payment Made While At Purchase

S.No

Mode of payment

No. of respondents

Percentage

1 2 3 4

Cash Installments By cheque Bank loans Total

18 30 9 53 110

16.4 27.3 8.2 48.2 100.0

Inference
The above table reveals the mode of payment of the respondents. 48.2% paid through bank loans, 27.3% paid in installments, 16.4% paid ready cash and remaining 8.2% paid by cheque.

66

Chart 25. Mode Of Payment Made While Purchase

48.2 50 45 40 35 Percentage 30 25 20 15 10 5 0 Cash Installments By cheque Mode of payment Bank loans 16.4 8.2 27.3

67

CHI SQUARE ANALYSIS Table 26. Age Group And Opinion On Performance Of Sales Engineers

Age group Excellent 18 24 25-31 32-38 39 & above Total 38 12 2 2 54

Opinion Good 32 18 4 0 54 Average 2 0 0 0 2

Total

72 30 6 2 110

Hypothesis:
There is a relationship between age and opinion on performance of service engineers at Ambal Auto.

Null Hypothesis:
There is no relationship between age and opinion on performance of service engineers at Ambal Auto. Significance Level 5% Degree of freedom 6 Chi-square value 5.523 Critical value 12.5916

68

At 5% level of significant, the critical chi-square value for 6 degree of freedom is 12.5916. The calculated Chi-square value, 5.523 is less than the critical value 12.5916. So the null hypothesis is accepted.

Inference: Hence, it may be concluded that there is no relationship between age and
satisfaction on opinion on performance of service engineers at Ambal Auto.

Table 27. Age Group And Level Of Satisfaction On Overall Performance Of Maruti Swift Car

Age group Highly satisfied 18 24 25-31 32-38 39 & above Total 51 19 1 1 72

Overall performance Satisfied 16 5 5 1 27 Neutral 4 6 0 0 10 Dissatisfied 1 0 0 0 1

Total

72 30 6 2 110

Hypothesis:
There is a relationship between age and satisfaction on overall performance of Maruti Swift Car.

Null Hypothesis:
There is no relationship between age and satisfaction on overall performance of Maruti Swift Car. Significance level 5% Degree of freedom 9 Chi-square value 18.659 Critical value 16. 919 69

At 5% level of significant, the critical chi-square value for 9 degree of freedom is 16.919. The calculated Chi-square value, 18.659 is greater than the critical value 16.919. So the null hypothesis is rejected.

Inference: Hence, it may be concluded that there is significant relationship between

age and satisfaction on overall performance of Maruti Swift Car.

Table 28. Occupation Of The Respondents And Opinion On Performance Of Sales Engineers

Occupation Excellent Employee Self-employee Others Total 50 4 0 54

Opinion Good 45 7 2 54 Average 2 0 0 2

Total

97 11 2 110

Hypothesis:
There is a relationship between occupation and opinion on performance of service engineers at Ambal Auto.

Null Hypothesis:
There is no relationship between occupation and opinion on performance of service engineers at Ambal Auto.

Significance level 5% Degree of freedom 4 Chi-square value 3.406

70

Critical value 9.488 At 5% level of significant, the critical chi-square value for 6 degree of freedom is 9.488. The computed value, 3.406 is less than the critical value 9.488. So the null hypothesis is accepted.

Inference:Hence, it may be concluded that there is no relationship between

occupation and satisfaction on opinion on performance of service engineers at Ambal Auto.

Table 29. Occupation Of The Respondents And Level Of Satisfaction On Overall Performance Of Maruti Swift Car

Occupation Highly satisfied Employee Self-employed Others Total 65 5 2 72

overall Satisfied 21 6 0 27 Neutral 10 0 0 10 Dissatisfied 1 0 0 1

Total

97 11 2 110

Hypothesis:
There is a relationship between occupation and satisfaction on overall performance of Maruti Swift Car.

Null Hypothesis:
There is no relationship between occupation and satisfaction on overall performance of Maruti Swift Car. Significance level 5% Degree of freedom 6 71

Calculated Chi-square value 18.659 Critical value 12.5916 At 5% level of significant, the critical chi-square value for 6 degree of freedom is 12.5916. The computed value, 18.659 is more than the critical value 12.5916. So the null hypothesis is rejected.

Inference:- Hence, it may be concluded that there is relationship between

occupation and satisfaction on overall performance of Maruti Swift Car.

Table 30. Income Of The Respondents And Opinion On Performance Of Sales Engineers

Income Excellent Below 15000 15000-30000 Above 30000 Total 30 20 4 54

saleneng Good 36 13 5 54 Average 2 0 0 2

Total

68 33 9 110

Hypothesis:
There is a relationship between income and opinion on performance of service engineers at Ambal Auto.

Null Hypothesis:
There is no relationship between income and opinion on performance of service engineers at Ambal Auto.

72

Significance level 5% Degree of freedom 4 Chi-square value 3.423 Critical value 9.488 At 5% level of significant, the critical chi-square value for 6 degree of freedom is 9.488. The computed chi-square value, 3.423 is less than the critical value 9.488. So the null hypothesis is accepted.

Inference:- Hence, it may be concluded that there is no relationship between

income and opinion on performance of service engineers at Ambal Auto.

Table 31. Income Of The Respondents And Satisfaction On Overall Performance Of Maruti Swift Car

Income Highly satisfied Below 15000 15000-30000 Above 30000 Total 43 24 5 72

Overall Satisfied 19 5 3 27 Neutral 5 4 1 10 Dissatisfied 1 0 0 1

Total

68 33 9 110

Hypothesis:
There is a relationship between income and satisfaction on overall performance of Maruti Swift Car.

Null Hypothesis:
There is no relationship between income and satisfaction on overall performance of Maruti Swift Car. Significance level 5% 73

Degree of freedom 6 Chi-square value 3.459 Critical value 12.5916 At 5% level of significant, the critical chi-square value for 6 degree of freedom is 12.5916. The computed chi-square value, 3.459 is less than the critical value 12.5916. So the null hypothesis is accepted.

Inference:- Hence, it may be concluded that there is no relationship between

income and satisfaction on overall performance of Maruti Swift Car.

Table 32. Model Of The Car Possessed By Respondents And Opinion On Performance Of Sales Engineers
Level of satisfaction Highly satisfied Petrol Diesel Total 19 53 72 Satisfied 9 18 27 Neutral 5 5 10 Dissatisfied 1 0 1 34 76 110 Total

Hypothesis:
There is a relationship between model of the car and satisfaction on overall performance of Maruti Swift Car. 74

Null Hypothesis:
There is no relationship between model of the car and satisfaction on overall performance of Maruti Swift Car. Significance level 5% Degree of freedom 3 Calculated Chi-square value 4.705 Critical table value 7.815 At 5% level of significant, the critical chi-square value for 3 degree of freedom is 7.815. The computed chi-square value4.705 is less than the critical value 7.815. So the null hypothesis is accepted.

Inference:-Hence, it may be concluded that there is no relationship between model

of the car and satisfaction on overall performance of Maruti Swift Car.

75

CHAPTER IV FINDINGS, SUGGESTIONS AND CONCLUSION 4.1 SUMMARY OF FINDINGS

It is found that majority (83.6%) of the respondents are male. 1. 2. 3. 4. 5. 6. 7. 8. 9. The study reveals that majority (45.4%) of the respondents come under the age group of 18-24 years. The study reveals that majority 69.1% of the respondents are married. Majority 64.5% of them fall in the family group of 4 to 6 members. The study exhibits that majority (89.1%) of them are graduates. The study reveals that majority (88.2%) of respondents are employed. The study reveals that majority (61.8%) of them are earning below Rs. 15000 monthly. The study shows that 59.1% of total respondents have purchased the vehicle for their personal use. The study reveals that majority 69.1% of total respondents have purchased the diesel car. The study shows that 39.1% of the respondents came to know about Maruti Swift through advertisements, and 34.5% through suggestions given by friends and relatives. 10. 11. 12. 13. 14. 15. Respondents of 52.7% considered performance, 48.2% influenced by mileage, 37.3% by appearance while purchasing the maruti swift car. The study shows that 54.5% of the respondents were highly satisfied with the mileage of Maruti Swift. The study shows that 57.3% of the respondents were highly satisfied with the appearance of Maruti Swift. The study reveals that majority 65.5% of the respondents were highly satisfied with the brand image of Maruti Swift. 48.2% of the respondents were highly satisfied with the engine pick-up of Maruti Swift. The study reveals that majority 70% of the respondents were highly satisfied with the performance of Maruti Swift.

76

16. 17. 18. 19. 20. 21. 22. 23. 24.

The study reveals that majority 60.9% of the respondents were highly satisfied with the comfort of Maruti Swift. The study reveals that majority 65.5% of the respondents were highly satisfied with the size of Maruti Swift. The study shows that 52.7% of the respondents were satisfied with the price of Maruti Swift. The study exhibit that 56.4% of the respondents were highly satisfied with the service of Maruti Swift. The study reveals that 55.5% of the respondents were satisfied with the colour of Maruti Swift. The study reveals that 50.9% of the respondents were highly satisfied with the spares availability of Maruti Swift. The study reveals that majority 65.5% of the respondents were satisfied with the colour of Maruti Swift. The study reveals that 49.1% of the respondents opined that the performance of sales engineers at Ambal auto were excellent. The study reveals that 48.2% respondents purchased through bank loans.

Chi square test

25. 26. 27. 28. 29. 30. 31. There is no relationship between age and satisfaction on opinion on performance of service engineers at Ambal Auto. There is a significant relationship between age and satisfaction on overall performance of Maruti Swift Car. There is no relationship between occupation and satisfaction on opinion on performance of service engineers at Ambal Auto. There is a significant relationship between occupation and satisfaction on overall performance of Maruti Swift Car. There is no relationship between income and satisfaction on opinion on performance of service engineers at Ambal Auto. There is no relationship between income and satisfaction on satisfaction on overall performance of Maruti Swift Car. There is no relationship between model of the car and satisfaction on satisfaction on overall performance of Maruti Swift Car.

77

4.2 SUGGESTIONS
The MARUTI SUZUKI SWIFT should under take strategies to get competitive advantage. Advertisement also plays an important role in the features that attract the customers, but, the product awareness through radio, T.V, and channels are nil. So bringing out advertisement in news papers, T.V, and hoarding can help the company to place its products in the mind of the customers in a better way. The news paper ads should be brought out in English National Daily on a continuous basis during the festival season and discount offer. Since the MARUTI SUZUKI SWIFT having effective competitors, they can be promoting brand ambassadors to attract customers by the way of advertisements. Company should have to undertake checkup camp and service camp, which is helpful to increase customer relation. The company should maintain better customer relationship. Motivation techniques are the best strategy to improve effectiveness and efficiency of sales executives and company should consider some measures to motivate the sales persons.

78

4.3 CONCLUSION
In India there are number of branded Car Manufacturers trying to get leadership position in the market, but this is possible only through boosting the customer satisfaction and brand preference among the people. Many firms and companies try to attain number one position and improve its image by creating awareness about their brand and depend upon the potential market. The analysis of the study show that our brand MARUTI SUZUKI SWIFT have at most satisfaction among the customers, but to get the number one position in this competitive market, MARUTI SUZUKI SWIFT has to improve their effective sales, personals, promotional and advertising activities through famous medium. As per the study MARUTI SUZUKI SWIFT having very good customer satisfaction, only few are deviated. Based on the above points the company and dealer can improve their services towards the maximum customer satisfaction,

79

CHAPTER-V 5.1APPENDIX A STUDY ON CUSTOMER SATISFACTION TOWARDS SWIFT CARS OF MARUTI UDYOG LIMITED WITH SPECIAL REFERENCE TO AMBAL AUTO, COIMBATORE QUESTIONNAIRE
1. Name: 2. Address: 3. Sex: a) Male b) Female

4. Age (in year) a) 18-24 5. Marital status: a) Single 6. Family size: a) Upto 3 members 7. Education qualification: a) SSLC 8. Occupation: a) Employee b) Self-employed 9. Monthly income: a) Below 30,000 b) 30,001-45,000 c) Above 45,000 c) others b) HSC c) Graduate d)Diploma Holder b)4-6 Members c) Above 6 b) Married b) 25-32 c) 32-38 d) 39 & above

80

10. What is your purpose of purchase? a) Time saving Others 11. Which model of swift do you own? a) Petrol b) Diesel b) Comfort c) social status d)

12. How did you come to known about the brand? a) Advertisement c) Show-room display b) Suggestion given by relatives d) other specify

13. What are factors that influenced you to purchase the swift car? a) Mileage d) Engine-pickup b) Appearance e) Performance c) Brand loyalty

14. What is your opinion the following factors: HS a) Mileage b) Appearance c) Brand Loyalty d) Engine pickup 15. What is your opinion about the Performance of the car? a) Highly satisfied d) Dissatisfied b) Satisfied e) Highly dissatisfied c) Neutral S N DS HDS

16. Are you satisfy with the Comfort of the car? a) Highly satisfied d) Dissatisfied b) Satisfied e) Highly dissatisfied c) Neutral

17. Are you satisfy with the Size of the car? 81

a) Highly satisfied d) Dissatisfied

b) Satisfied e) Highly dissatisfied

c) Neutral

18. What is your opinion about the Price of the car? a) Highly satisfied d) Dissatisfied b) Satisfied e) Highly dissatisfied c) Neutral

19. What is your opinion about the Service after sales of the car? a) Highly satisfied d) Dissatisfied b) Satisfied e) Highly dissatisfied c) Neutral

20. Are you satisfied with the colour? a) Highly satisfied d) Dissatisfied b) Satisfied e) Highly dissatisfied c) Neutral

21. Are you satisfy with the Spare parts availability? a) Highly satisfied d) Dissatisfied b) Satisfied e) Highly dissatisfied c) Neutral

22. Are you satisfied with the product? a) Highly satisfied d) Dissatisfied b) Satisfied e) Highly dissatisfied c) Neutral

23. What is your opinion about the sales engineers of Ambal auto, when you approached them for purchase? a) Excellent d) Fair e) Poor b) Goods c) Average

24. Suggestions, if any

5.2 BIBLIOGRAPHY
82

Text Books
Philip Kotler Marketing Management, Prentice Hall, New Delhi. (2003). Dr. Sharma D. D Marketing Research. Sulthan Chand & Sons, New Delhi, (1998). Gupta S.P., Statistical Method, Sulthan Chand & Sons, New Delhi, 1998. Kothari. C. R Research Methodology New Delhi. Vishva prakashan . (1995)

References
1) 2) Assael A study on consumer behavior and marketing action 1987. Miss T.Jayashree , a study on customer satisfaction of hero honda motor cycle with reference to free service rendered by gem motors, Karpagam Arts and science college 2000. 3) Miss. D.Sasikala, A study on customer satisfaction of TVS group of vehicles (Mopeds, Scooters & Bikes) in Indo shell Agency Division, Annamalai University 1990. 4) Mr. A.Senthil Kumar , Customer satisfaction of TVS vehicles with specific reference to M/s Sarathi Agencies. He P.S.G. College of Technology 1999. 5) Mr. I. Mahesh, A study on consumer preference towards motorcycles with special reference to Ooty town, Sree Narayana guru college, Bhrathiar University, 2004. 6) Mr. R.Ravimohan, study on customer satisfaction for Kinetic Honda scooter in Coimbatore city, P.S.G. College of Technology 1987. 7) Murali A study on buyer preference for a particular brand of 100 cc bike with special reference to Coimbatore city 1994. 8) P.Preeti A study on consumer attitudes towards branded products with reference to home appliances 1986. 83

9)

S. Vidhya Shankar A study on brand preference for 100 cc bikes in Coimbatore city 1996.

10) Zajonic A study on consumer perception to the cognitive factors 1982.

Websites
www.ambalauto.com www.indiancars.com www.marutiudyog.com

84