Post on 19-Nov-2014
“A SURVEY ON CUSTOMER SATISFACTION OF SUZUKI ACCESS 125CC”
A Project report submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration to IIPM, Bhopal
By
SHRADHA JANBANDHU
STUDENT DECLARATION
I hereby declare that the project report entitled “A SURVEY ON
CUSTOMER SATISFACTION OF SUZUKI ACCESS 125 CC”
submitted in partial fulfillment of the requirements for the
degree of Masters of Business Administration to IIPM, Bhopal is
my original work and not submitted for the award of any other
degree, diploma, fellowship, or any other similar title or prizes.
Place:
Date:
_________________________
SHRADHA JANBANDHU
EXAMINER’S CERTIFICATE
The project report of SHRADHA JANBANDHU entitled “A
SUREVY ON CUSTOMER SATISFACTION OF SUZUKI ACCESS
125 CC” is approved and is acceptable in quality and form.
____________________ ____________________
Internal Examiner External
Examiners
UNIVERSITY STUDY CENTRE CERTIFICATE
This is to certify that the project report entitled “A SUREVY ON
CUSTOMER SATISFACTION OF SUZUKI ACCESS 125 CC”
submitted in partial fulfillment of the requirements for the degree
of Masters of Business Administration to IIPM. SHRADHA
JANBANDHU has worked under my supervision and guidance and
that no part of this report has been submitted for the award of any
other degree, diploma, fellowship, or any other similar title or
prizes and that work has not been published in any journal or
Magazine.
Certi
fied
_______________
_____
(DEAN)
PREFACE
In today’s competitive world the practical study forms an
important part in each and every professional course. The
MBA is a course in which the theoretical knowledge is
backed by the practical study. That study is in the form of
project. The Grand Project is one of the important parts of
the curriculum. And each and every student has to work
for the project.
The Grand project enables the students to know more
about the application of theoretical knowledge. The
current situation of the market is made known to the
students when they undertake the project. The project
gives better insides into the application part of the theory.
The companies in an industry and their operations can be
better known by the students when they analyze the data.
This project is on the survey on customer satisfaction
level of AYS Motors, Services of Suzuki dealer. We have
analyzed the industry very deeply and carefully project.
ACKNOWLEDGEMENT
This is really a matter of pleasure for us to prepare a
project report as it was included in our course by the
IIPM. It gave us the opportunity to learn things practically
what we learnt enterprise and their impact on the working
of the company .
I express my sincere gratitude to my faculty guide Dr. Gaurav
Raj Bhagat of my institute and company guide Mr. Raj Kumar
Sachdeva , AYS Motors for his able guidance, continuous
support and cooperation throughout my project, without which the
present work would not have been possible. He continuously
guided me till the last word of this project report and provided an
excellent guidance to me. He made numerous valuable
suggestions and corrections, which greatly improved the quality of
work. The practical and theoretical knowledge that we have
gained from them will help us in enhancing our career and
managing things in the better way.
I am immensely thankful to entire staff of college for their help
and support they extended to me during the project.
ENGINE SPECIFICATIONS...............................................................................................................................................49
DIMENSIONS.......................................................................................................................................................................... 50
OTHER SPECIFICATIONS................................................................................................................................................ 49
ACTIVE AND PASSIVE SAFETY.....................................................................................................................................49
COMFORT AND CONVENIENCE....................................................................................................................................50
VEHICLE SUMMARY...........................................................................................................................................................53
ENGINE SPECIFICATIONS...............................................................................................................................................53
DIMENSIONS.......................................................................................................................................................................... 53
OTHER SPECIFICATIONS................................................................................................................................................ 53
ACTIVE AND PASSIVE SAFETY.....................................................................................................................................53
COMFORT AND CONVENIENCE....................................................................................................................................53
OTHER SPECIFICATIONS................................................................................................................................................ 56
VEHICLE SUMMARY...........................................................................................................................................................56
COMFORT AND CONVENIENCE....................................................................................................................................56
ENGINE SPECIFICATIONS...............................................................................................................................................57
DIMENSIONS.......................................................................................................................................................................... 57
ACTIVE AND PASSIVE SAFETY.....................................................................................................................................58
EXECUTIVE SUMMARY
Satisfaction is a person’s feeling of pleasure or disappointment
resulting from a comparing perceived performance in relation to
his or her expectation. If the performance falls short of
expectation, the consumer is dissatisfied. If the performance
matches the expectations, he consumer is satisfied. If the
performance exceeds expectation, the customer is highly satisfied
or delighted.
The study widely concentrates on the level of satisfaction amongst
customers for which I did Exploratory Research to check the
satisfaction level amongst the customers of AYS Motors. This
research was conducted in the Bhopal city. This research was
done during the months of April and May. Hence the data
displayed has been collected during the before mentioned period.
To meet the research objectives, following activities have been performed.
An extensive search of relevant literature from news articles,
internet, books. This step guided the development of the
methods and instruments for collecting data.
Designing the questionnaire.
Survey has been carried away by, one-on-one interviews. The
Survey Includes open ended questions, dichotomous
questions, and multiple choice questions.
To know the image of product in the mind of consumer.
To compare the level of satisfaction before purchasing and
after purchasing the Scooter.
To find out where people want to see the promotion
schemes
To find out suitable location preferred by consumer
To know the most popular media for advertisement
To check the loyalty of the consumer towards the Suzuki
brand
To know the most motivating factor for purchasing the bike
To know the preferable price from the customer
During this research it was found that Suzuki’s launched
Access 125 has increased its market share by attracting new
customers and helped to retain its old customers.
SMPIL company that is known for combining technology, quality
and performance in their two wheeler, had taken an initiative to
introduce some of their performance driven two wheeler in India
this year. Suzuki has reported a growth of 47.66% in sales in the
month of December ‘09 at 14806 units compared to 9986 units
same month last year. This increase of sales is attributed to the
tremendous response from the new product GS150R and ACCESS
125.
Suzuki would have to constantly innovate and come up with new
products to maintain its dominance in the segment.
INDIAN TWO WHEELER HISTORY
India is the second largest manufacturer and producer of two-
wheelers in the world. It stands next only to Japan and China in
terms of the number of two-wheelers produced and domestic sales
respectively. The Indian two-wheeler industry made a small
beginning in the early 50s when Automobile Products of India
(API) started manufacturing scooters in the country. Until 1958,
API and Enfield were the sole producers.
In 1948, Bajaj Auto began trading in imported Vespa scooters and
three-wheelers. Finally, in 1960, it set up a shop to manufacture
them in technical collaboration with Piaggio of Italy. The
agreement expired in 1971. In the initial stages, API dominated
the scooter segment; Bajaj Auto later overtook it. Although various
government and private enterprises entered the fray for scooters,
the only new player that has lasted till today is LML.
Under the regulated regime, foreign companies were not allowed
to operate in India. It was a complete seller market with the
waiting period for getting a scooter from Bajaj Auto being as high
as 12 years. The motorcycles segment was no different, with only
three manufacturers viz Enfield, Ideal Jawa and Escorts. While
Enfield bullet was a four-stroke bike, Jawa and the Rajdoot were
two-stroke bikes. Enfield 350cc bikes and Escorts 175cc bike
initially dominated the motorcycle segment.
The two-wheeler market was opened to foreign competition in the
mid-80s. And then market leaders - Escorts and Enfield - were
caught unaware by the onslaught of the 100cc bikes of the four
Indo-Japanese joint ventures. With the availability of fuel-efficient
low power bikes, demand swelled, resulting in Hero Honda - then
the only producer of four stroke bikes (100cc category), gaining a
top slot.
The first Japanese motorcycles were introduced in the early
eighties. TVS Suzuki and Hero Honda brought in the first two-
stroke and four-stroke engine motorcycles respectively. These
two players initially started with assembly of CKD kits, and later on
progressed to indigenous manufacturing. In the 90s the major
growth for motorcycle segment was brought in by Japanese
motorcycles, which grew at a rate of nearly 25% CAGR in the last
five years. The industry had a smooth ride in the 50s, 60s and
70s when the Government prohibited new entries and strictly
controlled capacity expansion. The industry saw a sudden growth
in the 80s.
It was in the year 1954 that the Indian government ordered for
total number of 800 motorcycles to man the Pakistani borders. In
came the Bullets which were initially launched in England as a
350cc bike and it was upgraded to 500cc a year or so later. These
bikes have remained unaltered, barring some cosmetic changes
which have undergone over the years. Thus one can say without
much of a doubt that the 1955 Bullet was one of the initial hits of
the Indian two-wheeler industry and till today it continues to be a
darling of the motorcycle enthusiasts.
Enfield Bullet had a close competition with another sturdy bike
named Rajdoot; as the bike was strong enough to handle the
rough Indian roads. The company had roped in Indian Heman
Dharmendra for the promotion of the bike. With more than 1.6
million vehicles on the road the Rajdoot motorcycle was one of the
initial hits of the earlier years of two-wheeler history in the
country.
When heavy motorcycles were the order of the day, a relatively
lighter bike had caught on the imagination of the Indian two
wheeler user. Ind- Suzuki bike launched by the then TVS Suzuki
group was an instant hit; however the bike could not sustain it's
initial success due to the high import content in the vehicle and
less of localization.
In scooters Bajaj Chetak has been hugely responsible for adding
momentum to the transport system of the country, till today it
remains one of the most successful brands to have come out of
the Bajaj stable. The scooter is named after the horse of legendary
Rana Pratap Singh. These sets of two wheels have become a part
of the Indian milieu and are often considered a representative of
the Indian middle class aspiration. Very few two-wheelers have
been able to emulate the success, which Bajaj Chetak has
achieved over the years.
Similarly LML Motors enjoyed a reasonable success with the launch
of LML Select which came with new age technology and improved
performance.
The industry witnessed a steady growth of 14% leading to a peak
volume of 1.9mn vehicles in 1990. The entry of Kinetic Honda in
mid-eighties with
In 1990, the entire automobile industry saw a drastic fall in
demand. This resulted in a decline of 15% in 1991 and 8% in
1992, resulting in a production loss of 0.4mn vehicles. Barring
Hero Honda, all the major producers suffered from recession in
FY93 and FY94. Hero Honda showed a marginal decline in 1992.
The reasons for recession in the sector were the incessant rise in
fuel prices, high input costs and reduced purchasing power due to
significant rise in general price level and credit crunch in
consumer financing. Factors like increased production in 1992,
due to new entrants coupled with the recession in the industry
resulted in company either reporting losses or a fall in profits.
India is one of the very few countries manufacturing three-
wheelers in the world. It is the world's largest manufacturer and
seller of three-wheelers. Bajaj Auto commands a monopoly in
the domestic market with a market share of above 80%, the rest is
shared by Bajaj Tempo, Greaves Ltd and Scooters India. a
variometric scooter helped in providing ease of use to the scooter
owners.
SEGMENTATION OF TWO WHEELER:
A Two Wheeler Sector Sub-Segmenting in the three Segments
Motorcycle
Scooter
Mopeds
TREND IN 2W VOLUMES BY CATEGORY:
TREND IN 2W SALES VOLUMES, DOMESTIC AND EXPORTS:
Domestic Market Share for 2009-10
Passenger Vehicles 15.86
Commercial Vehicles 4.32
Three Wheelers 3.58
Two Wheelers 76.23
GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN TWO WHEELER INDUSTRY:
The growth witnessed by the Indian two wheeler industry indicates
the growing demand for low cost personal transportation solutions
amongst the 300 million Indian middle class consumers. Despite
this spectacular growth rate, the two-wheeler penetration (number
of two wheelers per 1000 inhabitants) in India remains lower than
other Asian countries. This fact provides an opportunity for
continued growth in the market. India has the lowest Penetration
of two wheelers as compared to countries like Taiwan, Thailand,
Malaysia, Vietnam, Indonesia and China. In the present scenario,
growth in the two wheelers Industry will be driven by several
factors
Rise in India’s Young Working Population:
With the rising levels of per capita income of people, the Indian
two wheeler market offers a huge potential for Growth. This
growth is relevant in the light of the fact that 70 per cent of India’s
population is below the age of 35 Years and 150 million people will
be added to the working Population in the next five years. The
number of women in the urban work force is also increasing; this
will lead to the Growth of gearless scooters.
RISE OF INDIA’S RURAL ECONOMY AND GROWTH IN MIDDLE INCOME HOUSEHOLDS:
The growth prospects of the Indian rural economy offer a
significant opportunity for the motorcycle industry in India. The
penetration of motorcycles amongst rural households with income
levels greater than US$ 2,200 per annum has already increased to
over 50 per cent. The current target Segment for two wheelers,
i.e., households belonging to the Income category of US$ 2,200–
12,000 is expected to grow at a CAGR of 10 per cent.
GREATER AFFORDABILITY OF VEHICLES:
The growth in two-wheeler sales in India has been driven by an
increase in affordability of these vehicles. An analysis of the price
trends indicates that prices have more or less stagnated in the
past. This has been part of the marketing strategy adopted by the
manufacturers to gain volume, as well as conscious efforts
adopted to bring down costs. The operating expenses of leading
manufacturers have declined by around 15 per cent in the last five
years. With greater avenues of financing, the customer’s capacity
to own a two wheeler has improved.
Rapid Product Introduction and Shorter Product Life Cycle:
The last five years have witnessed a sharp increase in new product
launches in the two-wheeler industry. It is estimated that close to
50 new products have been launched by manufacturers during
this period, filling up all price points and targeted at various
consumer segments.
Inadequate Public Transport Systems in most Urban Areas:
The economic boom witnessed in the country and the increased
migration to urban areas have increased the traffic congestion in
Indian cities and worsened the existing infrastructure bottlenecks.
Inadequate urban planning has meant that transport systems have
not kept pace with the economic boom and the growing urban
population. This has increased the dependence on personal modes
of transport and the two wheelers market has benefited from this
infrastructure gap.
FACTORS AFFECTING THE MARKET :
Post 1991, the Indian two-wheeler industry comprising of
motorcycles, scooters and scooterettes opened up tremendously.
The Indian motorcycle industry has expanded at a 24% CAGR over
the last five years, It Captured almost 80% of the market primarily
at the cost of the scooter and Moped segment. The scooter
segment though has witnessed a revival with the launch of
scooterettes aimed at young women and adolescents.
The two-wheeler market can be segmented into three categories
on the basis of price – Entry segment (<35000), Executive
segment (between 35000 and 45000) Deluxe (between 45000 and
65000) and Premium segment (above 65000). Motorcycles are
now sold as a passion, experience rather than a product. New
products are being introduced at a rapid pace and brands are
gaining prominence. Thus there is an increased focus on the
premium segment, which has an increased scope for
differentiation.
With the introduction of Government policies such as reduction in
excise duty from 16% to 12% and allowing for 100% FDI Barriers
to entry has reduced. However, the investment required for
setting up large distribution channels and service stations can be a
major entry barrier. Another significant entry barrier is the brand
building required. Thus, initially foreign players set up Joint
Ventures with indigenous companies. After establishing their
brand they have launched their own line of products. E.g. Honda
with Hero Group and Yamaha with Escorts.
Rising Customer Expectations:
The growth witnessed by the Indian two wheeler industry has
attracted a number of new entrants to the market and it is
expected that the Indian industry will become more competitive in
the future. The excess of products introduced in the past has also
raised customer expectations with respect to reliability, styling,
performance and economy. Inflation is a big factor that may play a
part in moving the loyalties and aspirations of people away from
the four to the much cheaper and economical two-wheeler
segment. Moreover, the constantly increasing prices of oil and
increasing interest rates on finance are not helping the cause
either. Environmental Concerns are also quite big on the agenda
these days and do play a part in the preference of consumer’s
choices. The rising global temperatures along with daily snippets
in the national and international media about the thinning of
ozone and imminent environmental disaster have all contributed
to the making of a present day environmentally conscious
consumer.
Environmental and Safety Concerns:
The increasing demand for two wheelers will need to be managed
to address issues relating to overcrowding of roads. Another
problem is the insufficient infrastructure for inspection to ensure
adherence to emission norms. As the industry grows, it is
important to regulate the sale of used two wheelers in a more
organized manner for which a mechanism needs to be evolved.
Unregulated sale of two wheelers, especially in the rural areas, are
likely to create issues related to emissions and safety of vehicles.
SUZUKI MOTORCYCLES INDIA HISTORY
Suzuki Motorcycle India Pvt., Ltd. engages in manufacturing two
wheelers. The company’s products include motorcycles and
scooters. It offers its products through a network of dealers. The
company was incorporated in 1997 and is based in Gurgaon, India.
Suzuki Motorcycle India Pvt., Ltd. operates as the subsidiary of
Suzuki Motor Corp.
Suzuki Motor Corporation (SMC), a global giant of motorcycle
manufacturing is headquartered in Japan. It holds major stake in
its Indian subsidiary, Suzuki Motorcycle India Private Limited
(SMIL). SMIL was set up after Suzuki's re-entry into the Indian two-
wheeler market after it severed ties with partner TVS in 2000-01.
Suzuki was then the technology provider in the erstwhile joint
venture company TVS Suzuki.
Suzuki Motorcycle India Pvt Ltd (SMIPL) is the latest entry into the
already crowded Indian two-wheeler segment with players like
Hero Honda, Bajaj Auto, Honda, and TVS. SMIPL have started their
Indian operations with a 125-cc mass-market motorcycle. It has
made an initial investment of Rs. 200 crores to start their Indian
operations.
Company sources have revealed that Suzuki would follow up this
125cc bike with a high performance 150-cc sibling sometime next
year. And for the budget segment, another 100cc bike is expected
in the first quarter of 2006. Mass market is the initial aim with
plans to enter all the segments rapidly. They have their facilities
located in Gurgaon.
Suzuki had launched bike by diwali, which is the auspicious time
for buying a new vehicle in Indian families. Their setup in Gurgaon
has the capabilities of manufacturing one lakh motorcycles and
they are ready to step that up massively if the situation arises.
They already have setup 40 dealerships around the country and
are going to establish 4,000-5,000 sq.ft showroom and service
stations to provide services to the customers.
The parent company happens to be one of the largest
manufacturers of two wheelers in the world with more than 20
lakh bikes sold per annum. They are popular for their range of high
performance road machines, lightweight super bikes, dirt bikes,
street bikes, and motocross and fun bikes globally.
COMPANY PROFILE
Plant area and production capacity:
They have installed their manufacturing plant in Gurgaon
(Haryana) having the annual capacity of 2,50,000 units.
Total land area of the facility at Gurgaon is 37 acres out of
which the present plant is constructed in an area of 6.5 acres of
land. The remaining area of 30.5 acres is left for land
development and future expansion.
Chairman:
Mr. Katsumi Takata
Personnel over the years
490
Main Products
Motorcycles and scooters
MISSION OF SUZUKI
The core philosophy of SUZUKI is to provide “VALUE-PACKED
PRODUCTS”. Since the founding of SUZUKI Motor Corporation, the
Organization’s Endeavour has always been to provide “VALUE-
PACKED PRODUCTS” as one of the manufacturing philosophies.
SUZUKI believes that “VALUE-PACKED PRODUCTS” come from the
effort to carry out Product development from customer’s point of
view. This policy has been in effect since Company’s inception and
has helped the Organization to meet customer’s needs. As a
result, Suzuki’s Products have become well received throughout
the World.
SUZUKI is fully committed to create Products that meet customer’s
demand by utilizing its dynamic, long-nurtured technological
advantage coupled with its fresh and active human resources.
Develop products of superior value by focusing on the
customers
Establish a refreshing and innovative company through
teamwork
Strive for individual excellence through continuous
improvement
GROWTH REPORT:
It has reported a growth of 47.66% in sales in the month of
November ‘09 at 14745 units compared to 9986 units same
month last year.
It has sold 14806 units in December ’09 listing a strong growth
of 61% over its sales in December ’08 despite recession. This
increase of sales is attributed to the tremendous response from
the new product GS150R and ACCESS 125.
It has reported 93% growth in sales during the month of January
2010. It has sold 20441 units in January ‘10 listing a strong
growth of 93% over its sales in January ‘09.
IT HAS SOLD 21752 UNITS IN MARCH ‘10 LISTING AN
IMPRESSIVE GROWTH OF 76% OVER ITS SALES IN MARCH ‘09.
THIS INCREASE OF SALES IS ATTRIBUTED TO THE TREMENDOUS
RESPONSE FROM THE NEW PRODUCT GS150R AND ACCESS 125.
It has great plans for the coming year and this is only the
beginning. Their objective is to offer quality products and
customer satisfaction to consumers. This growth momentum will
further accelerate in coming months.
SMPIL
GROWTH REPORT IN ‘09-‘10
OEMs 2008-09 2009-10 GROWT
H
BAL 9,692 3,759 -61.22%
HHML 1,53,193 2,08,440 36.06%
HMSI 6,54,319 7,39,947 13.09%
KINETIC 5,522 - -
100.00%
M&M 2W - 70,008 0.00%
SMIL 85,782 1,40,983 64.35%
TVS 2,39,469 2,99,370 25.01%
TOTLE 11,48,0
07
14,62,5
07
27.40%
FACILITIES
1 ) ENVIRONMENT:
Company thrives to discover and invent mechanisms for better
environment management systems and it’s a continuous process
which is managed by a separate wing of experts and specialist in
the field. The biggest testimony of Suzuki’s commitments towards
“environment first” is seen at Gurgaon which is built to be a Zero
discharge plant. SMIPL have embraced Natural light optimization
system and water harvesting systems besides several other
measures to create better and cleaner environment around us. All
packaging material used by Suzuki is re-cycleable. A constant flow
of internal communication on environment related issues not only
creates awareness amongst employees but also helps in
inculcating ‘an environment friendly’ value system.
2) SHOP FLOOR SAFETY MEASURES:
Bal HHML HMSI KINETICM&M 2W
SMIL TVS
-100.00%
-80.00%
-60.00%
-40.00%
-20.00%
0.00%
20.00%
40.00%
60.00%
80.00%
-61.22%
36.06%
13.09%
-100%
0%
64.35%
25.01%
Growth
Growth
SMIPL have safety guards/safety curtains to ensure Operator
safety on machines. Company has also installed robots throughout
the facilities to reduce the ergonomic stress on workers. There are
gas detection systems installed to eliminate any gas related
accident and fire detection system for immediate information
about any fire related incident.
SMIPL have fire fighting system (manual & automatic) for
immediate handling of any fire related accident. They have a fire
tender (capacity 4500 liters water and 500 liters capacity foam.
Company try to maintain zero accident record through regular
safety audit, frequent training for staff, line associates and
contractors. They organize different safety programs and
competitions to encourage employee awareness and involvement.
3) ENVIRONMENTAL UTILITY:
To take care of the health of all our employees, they maintain all
international parameters and standards for drinking water, treated
water, ambient air shop floor, office and the outside. They keep
updating all these standards of health and welfare of employees
through a team of well qualified personnel in the R & D laboratory.
4) QUALITY CONTROL :
It has four main sections as follows:
Tested by SMC Japan with their international quality
standards
Final (Vehicle) Inspection
Market Quality
5) PARTS INSPECTION:
The non conformities in the parts being procured may lead to
production loss & degradation of the quality of the final
output and life of the product. To ensure the product, the
dimensional, material, aesthetic & performance inspection for
the special processes are carried out on the individual parts
before they are declared fit for the assembly
For carrying out the inspection activities effectively, we have
the latest & sophisticated machines installed in the
inspection area
6) FINAL (VEHICLE) INSPECTION:
Safety related parameters such as braking; clutch operation
and other functional defects of the vehicle
Emission related parameters for checking the conformance of
the exhaust gases with the emission rules
Functional & aesthetic parameters are also checked
7) MARKET QUALITY:
To act upon the customer’s feedback received from the
service department for the up gradation of the product
To resolve the quality issues being received from the market
by visiting the suppliers & taking the corrective & preventive
measures for the same
Monitoring for the effectiveness of the measures taken for
the particular problems through the cut off engine/ frame
numbers.
8) WORK CULTURE:
They believe that future growth and prosperity of every
employee depends on the company’s growth and
prosperity
Organizational and individual discipline
Continual improvement in quality and productivity
Cost consciousness
Customer satisfaction ( both internal and external )
Long term goals
Respect for laws, human beings and society
9) EMPLOYEE DEVELOPMENT:
Company's growth is based on enhancement of technical and
behavioral skills of the employees. They continually identify the
performance gaps and new skills required keeping into the
company's growth in focus. They believe that Employees are the
most important assets of an organization. For enhancement of
technical and behavioral skills of the employees they organize
regular training programmers. Teams from Japan often come to
the organization to impart training. Their focus is to create a
healthy Environment where individual employee can achieve
maximum satisfaction.
PRODUCTS OF SUZUKI MOTORCYCLES
Suzuki launched the Access
125cc in the month of September 2007. In those days, Access 125
was the third product from Suzuki’s stable in India. Prior to this,
Heat and Zeus motorcycles were ruling the Suzuki showrooms PAN
India.
Suzuki Access 125 is the third product from the Suzuki stable in
India after Heat and Zeus motorcycles. 125cc Access is powered
by a 125-cc air-cooled four-stroke engine with Continuous
Variable Transmission (CVT), which develops 8.5bhp at
7000rpm with 1.0kgm of torque at 5000rpm. The design is
typically Japanese, almost flat aprons where large turn indicators
are embedded. Though it has a longer wheelbase access looks
compact because of this design. Nobody colored mirrors for this
access. Paint quality is of top notch.
SUZUKI ACCESS 125 FEATURES:
Xtra Torque Performance (XTP) for more power and faster
pick-up
Telescopic front fork suspensions for comfortable riding
Tail lights that are trendy and attractive
Wider seat for comfort riding
Large size underseat compartment
Centralized ignition key switch, with shutter
Smart built-in signal
Multi-reflector lights for better visibility
Stylish, Chrome-plated silencer cover
SUZUKI GS150R
The 150cc Segment is picking up
in India. Suzuki has been a little conservative till now with its bike
models. Zeus and Heat and not extra ordinary, but it sells enough
to be seen here and there a while. The company took another step
ahead with the Access 125 Scooter. Suzuki’s foray into this
segment is expected to be create similar impact in the segment
with the GS150R. The engine of the Suzuki GS150R is said to be
convenient for riding in the city. The 150cc engine respires
through a BS26 carburetter. It comes with Throttle Positioning
Sensor (TPS). GS150R's 149cc engine develops 13.8bhp of peak
power at 8500rpm and 13.4Nm of peak torque 6000rpm.
According to Suzuki, GS150R will return a mileage of 48kmpl in
City and 55kmpl in Highway.The engine uses engine balancer
technology to minimise vibration and comes with a rubber damper
and a balancer shaft. It has a digital speedometer which shows
gear position, fuel level, speed, odometer, tripmeter and the
tachometer is a neat dial adjacent to the digital console.
SUZUKI ZEUS 125CC
Suzuki Zeus, the latest bike from
Suzuki Motorcycles India Pvt Ltd has been launched. The 125cc
single cylinder Suzuki Zeus comes at a price of f Rs 46,084. The
bike had a soft launch earlier this year.
Besides Suzuki Zeus, Suzuki India has another motorcycle in the
Indian market, called Suzuki Heat. Both Zeus and Heat are part of
Suzuki's attempts to come back to the Indian market, which it had
left in the late 90s. During its earlier Indian coming, Suzuki
partnered TVS for its two-wheeler business. Suzuki Zeus, packed
with latest technology and styling, is an entry level bike from
Suzuki Motor Corporation. Zeus has a unique cut-line front cowl for
a much stylish, dynamic look. The bike is available in Zeus 125X
and 125XU models.
Suzuki Zeus will be available in three colors, the company said.
These are Candy Antares Red (19A), Metallic Titanium Gold (YM3)
and Pearl Nebular Black (YAY). To manufacture Suzuki Zeus and
Suzuki Heat, the company has invested Rs 200 crore at its
Gurgaon manufacturing plant. The production capacity of the plant
is 100,000 bikes per annum.
SUZUKI ZEUS 125CC FEATURES:
Powerful Disc Brakes (front, asbestos-free)
Bright and Big multi-reflector Halogen Head Lamp for better
visibility at night and make a dashing style statement.
Convenient Shift indicator for adjusting fuel efficiency on
different gears.
Advanced and Stylish Instrument Panel with Tachometer
Uniquely styled front cowl for a dynamic look.
Stylish Under Cowl for engine protection and making a style
statement.
Advanced 5-speed Gearbox for a smoother and comfortable
ride.
Robust all Aluminium Engine with large fins and upright
cylinder for superb cooling and style.
Primary Kick & Auto Decompression System for effortlessly
starting the engine in any gear.
Stylish and large fuel tank.
Ergonomic seat design for easy ground access and minimum
knee bending.
Helmet Holder to take the load off your head after you park
the bike.
SUZUKI HAYABUSA
Suzuki brings the Hayabusa
motorcycle to India. The Hayabusa – official nomenclature is GSX
1300R – will pave the way for Suzuki’s foray into the superbike
segment in India. Competition, however, has already arrived in
the shape of Yamaha and Ducati motorcycles in India. Powered
by a 1340cc in line 4 cylinder engine, the Suzuki Hayabusa is
likely to sport a price tag of Rs 11 lakh. The bike was launched in
the first week of September 2008. Suzuki also launched a second
superbike, the GSX-R 1000 in November.
Although boasting of a top speed of 397 km per hour as per
recorded figures, the bike that will come to India will have a
speed limit of 299 km per hour. Company thinks that the higher
figure here is from some world record attempts, while 299 km ph
would be the official top speed. Do keep in though that superbike
or not, speed limits in most parts of India are at 60 kmph, and
may go up to 100 km ph on some of the expressways. Suzuki
expects only a sale of around 150 units of the Hayabusa in India
per annum.
SUZUKI WARRANTY POLICY
Suzuki Motorcycle India Private Limited, (SMIPL) offers warranty for
all models manufactured in its Gurgaon plant and sold through its
authorized dealers. Suzuki Motorcycle India Private Limited
reserves the right either to replace or repair, at their authorized
dealer, free of cost, those parts which may be found on
examination to have manufacturing defect within 2 years from the
date of sale (or) first 30,000 kms whichever occurs earlier of its
operation.
If any of the free or paid service is not done as per schedule, the
warranty tends to stand void. Parts of the vehicle have been
subjected to misuse, accident, and negligent treatment, use of
bad quality parts which are not manufactured (or) not
recommended for use by SMIPL on their motorcycles. Parts of the
motorcycle getting rusted or their plating or painting coming off
due to atmospheric condition like Sea Breeze and Industrial
Pollution.
Motorcycle used for any Competition (i.e.) Rallies (or) Races, if it is
used for any commercial purposes like Hiring etc. SMIPL
undertakes no liability in the matter of any consequential loss (or)
damage caused due to failure of the parts. Parts repaired (or)
replaced under this warranty are warranted only for the original
warranty period of Suzuki motorcycles. Consumables like Engine
Oil, TFF Oil, Grease, used for the warranty repair are not covered
under the application of the warranty.
AYS MOTORS
The AYS Show room has its separate service center, Here
AYS MOTORS also have a latest service center with all
semi-automatic instruments. It maintains a unique and
regular checking of each and every bike to increase a
satisfaction level of the customers.
AYS MOTORS strictly watch and try to lesser the time of a
customer while they give bike in to service. Mostly
Customer when come to give his bikes in service, the
service procedure of the showroom is very less and
smallest so that customer will free within 5 Minutes.
AYS MOTORS SELLING SCHEME & RESULT:
Selling scheme is a Dealers Scheme that is useful to
attract the customer towards the showroom to purchase
new bike. This all selling scheme provided to the customer
is within Rs.2000. Such Selling Scheme are:
RTO Free
Insurance Free
Petrol Free Up to some K.M or some Rupees.
Reference Sales
DSS (Door Sales Service)
Exchange (It is a Major tool of
Scheme/Conversion)
SELLING OF SHOW ROOM:
Every showroom’s goal is to increase the sales. The “AYS
MOTORS” has a great sales of bike through providing
different scheme, facility and services to the customer.
The Following figures are approximate:
Daily 6 vehicles
Monthly 160 Vehicles
Yearly 1920 Vehicles.
MAJOR COMPETITORS
1) HERO HONDA MOTORS LIMITED
Hero Honda Motors Limited was established in 1984, as a joint
venture between India's Hero Group (world's largest bicycle
manufacturers) and Japan's Honda Motor Company. In 1985
production began with the launch of its first motorcycle, the
CD100, which gave 80 km to the liter. In 1987 the engine plant
was started and in 1989 the Company produced its 3,00,000th
motorcycle. In 2001 Hero Honda manufactured its 50,00,000th
motorbike. Hero Honda has a reputation of being the most fuel-
efficient and the world's single largest two wheeler Company. Shri
Brijmohan Lall Munjal is the chairman and managing director of
this Company.During 80s, Hero Honda became the first company
in India to prove that it was possible to drive a vehicle without
polluting the roads.
The unique features like fuel conservation, safety riding courses
and mobile workshops helped the group reach in the interiors of
the country. Well-entrenched in the domestic market, Hero Honda
Motors Ltd. turned its attention overseas, and exports have been
steadily on the rise.
2) Honda Motorcycles & Scooters India Private Limited
Honda motors of Japan is not a new name in the two wheeler
scenario in the country, they were in a tie up with the Firodias
owned Kinetic group. However in the late 90s they parted ways
after problems arose over issues like introduction of new models,
advertising expenditure, marketing strategies and other related
issues.
In the mid 80 Honda motors of Japan joined hands with the largest
bicycle maker of India the Hero cycles to create Hero Honda which
in a couple of decades or so have gone on to become the single
largest motorcycle company in the world. Though Honda has come
on its own on the Indian market yet it will be providing
technological support to Hero Honda for the next ten years.
Thus presenting a unique situation in which the company will be in
direct competition with the company which it has been associated
for nearly twodecades. Honda Motorcycles and Scooters India
limited, a 100% subsidiary of Honda motor company Japan
eventually entered the Indian market with Honda Unicorn in 2004.
3) BAJAJ AUTO LTD.
Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with
Kawasaki Heavy Industries of Japan to manufacture state-of-art
range of latest two-wheelers in India. The JV has already given the
Indian market the KB series, 4S and 4S Champion, Boxer, the
Caliber series, and Wind125. Kawasaki Heavy Industries is a
Fortune 500 company with a turnover of USD 10 billion (Rs. 45,840
crore). It has crafted new technologies for more than hundred
years.
The technologies of KHI have redefined space systems, aircrafts,
jet engines, ships,locomotive, energy plants, automation system,
construction machinery, and of course high reliability two-
wheelers KHI has given the world its legendary series of 600-
1200cc Ninja and 1600 Vulcan bikes. Straight from its design
boards, the Kawasaki Bajaj Eliminator, India's first real cruiser
bike, redefines the pleasure of "biking" in looks as well as
performance.
Bajaj is the first Indian two wheeler automobile company in the
market since 1945 with the name M/s Bacharj trading corporation
private limited. In 1959 M/s Bacharj trading corporation private
limited change its name as Bajaj Auto Ltd. Bajaj Auto obtains
license from the Government of India to manufacture two- and
three-wheelers vehicles in 1959.
4) TVS MOTORS LTD.
TVS Motor is a leading and trusted two wheeler company began
with
the vision of TVS Scooty the founder of the Sundaram Clayton
Group,
the late T.S. Srinivasan - 'to design, develop and produce an
affordable moped for the Indian family.' This vision was realized in
1980 when TVS 50, India's first two-seater moped rolled out of the
factory at Hosur in Tamil Nadu, Southern India. The company has
been known for its ruggedness and reliability.
TVS Motor has continually worked on innovation of the motorcycle
segment along with two wheeler range. The Suzuki Shaolin,
developed by TVS Suzuki is India's first 5-speed, 140 cc
motorcycle. Another example of the company success is TVS
Scooty, a 60 cc Scooterette which keep one step ahead of its time
in India. The company is the third largest two-wheeler
manufacturer in India and ranks among the top ten globally. The
company was the first in India to launch 2-seater 50cc moped and
100cc Indo-Japanese motorcycles. At present TVS Apache, TVS
Victor, TVS Scooty,
TVS Centra and TVS Fiero are the popular bikes in Indian market.
5) YAMAHA MOTOR INDIA (YMI)
Yamaha made its initial foray into India in 1985. Subsequently, it
entered into a 50:50 joint venture with the Escorts Group in 1996.
However, in August 2001, Yamaha acquired its remaining stake as
well, bringing the Indian operations under its complete control as a
100% subsidiary of Yamaha Motor Co., Ltd, Japan. India Yamaha
Motor operates from its state-of-the-art-manufacturing units at
Faridabad in Haryana and Surajpur in Uttar Pradesh and produces
motorcycles both for domestic and export markets. With a strong
workforce of 2000 employees, India Yamaha Motor is highly
customer-driven and has a countrywide network of over 400
dealers.
The company pioneered the volume bike segment with the launch
of its 100 cc 2-stroke motorcycle RX 100. Since then, it has
introduced an entire range of 2-stroke and 4- stroke bikes in India.
Presently, its product portfolio includes Crux (100cc), Alba (106cc)
and Gladiator (125cc).
6) ROYAL ENFIELD MOTORS LTD.
Established in 1955, Royal Enfield was the brand of the Enfield Cycle Company. Royal Enfield is one the oldest bike on the road. The company is well known for producing motorcycles, but they also produce bicycle, stationary engines, lawnmowers and rifle small parts for the Royal Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter situated at Thiruvottiyur, Chennai, Tamil Nadu, India.
In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and later merged with it in 1994. The annual turnover of the company is Rs.10 billion.
The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and unflinching loyalty to the customer. The ruggedness and reliability of the bike is endorsed by the army, the police, the paramilitary forces and over 500 institutions which form part of the die-hard customer base of the Bullet, dubbed the "Rajagadi", or royal vehicle.
Royal Enfield Motors Ltd. operates out of 12 area offices, 16 depots, over 250 dealers and 150 authorized service centers in India. The company also exports its products to over 20 countries including Canada, France, Japan, USA, Germany and UK.
INTRODUCTIONTO THE TOPIC
INTRODUCTION:
Satisfaction is a person’s feelings of pleasure or disappointment
resulting from comparing a product’s perceived performance (or
outcome) in relation to his or her expectations. Whether the buyer
is satisfied after purchase depends on the offer’s performance in
relation to the buyer’s expectations. If the performance falls short
of the 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.
A company would be wise to measure customer satisfaction
regularly because one key to customer retention is customer
satisfaction. A highly satisfied customer generally stays loyal
longer, buys more as the company introduces new products and
upgrades existing products, talks favorably about the company
and its products, pays less attention to competing brands and is
less sensitive to price, offers product or service ideas to the
company, and costs less to serve than new customers because
transactions are routine.
When customers rate their satisfaction with an element of the
company’s performance - say, delivery. It could mean early
delivery, on-time delivery, order completeness, and so on. The
company must also realize that two customers can report being
“highly satisfied” for different reasons. One may be easily satisfied
most of the time and the other might be hard to please but was
pleased on this occasion. A number of methods exist to measure
customer satisfaction.
Periodic surveys can track customer satisfaction directly.
Respondents can also be asked additional questions to measure
repurchase intention and the likelihood or willingness to
recommend the company and brand to others. Companies that do
achieve high customer satisfaction ratings make sure their target
market knows it. For customer centered companies, customer
satisfaction is both a goal and a marketing tool. Although the
customer-centered firm seeks to create high customer
satisfaction, that is not its ultimate goal.
If the company increases customer satisfaction by lowering its
price or increasing its services, the result may be lower profits.
The company might be able to increase its profitability by means
other than increased satisfaction (for example, by improving
manufacturing processes or investing more on R&D). Also, the
company has many stakeholders, including employees, dealers,
suppliers and stock holders.
Spending more to increase customer satisfaction might divert
funds from increasing the satisfaction of other “partners”.
Ultimately, the company must operate on the philosophy that it is
trying to deliver a high level of customer satisfaction subject to
delivering acceptable levels of satisfaction to the other
stakeholders, given its total resources.
CUSTOMER SATISFACTION IN 7 STEPS
It's a well known fact that no business can exist without
customers. In the business of Website design, it's important to
work closely with your customers to make sure the site or
system you create for them is as close to their requirements as
you can manage. Because it's critical that you form a close
working relationship with your client, customer service is of vital
importance. What follows are a selection of tips that will make
your clients feel valued, wanted and loved.
1. ENCOURAGE FACE-TO-FACE DEALINGS:
This is the most daunting and downright scary part of interacting
with a customer. If you're not used to this sort of thing it can be a
pretty nerve-wracking experience. Rest assured, though, it does
get easier over time. It's important to meet your customers face to
face at least once or even twice during the course of a project.
Suzuki believes that if a potential client spends over half the
meeting doing the talking, you're well on your way to a sale. In
SMPIL always face to face dealing with customer
2. RESPOND TO MESSAGES PROMPTLY & KEEP YOUR
CLIENTS INFORMED:
This goes without saying really. We all know how annoying it is to
wait message and you'll contact them about it as soon as possible.
Even if days for a response to an email or phone call. It might not
always be practical to deal with all customers' queries within the
space of a few hours, but at least email or call them back and let
them know you've received their you're not able to solve a
problem right away, let the customer know you're working on it.
Suzuki always listen customer problem and solve his queries and
always have communication with customer.
3. BE FRIENDLY AND APPROACHABLE:
It's very important to be friendly, courteous and to make your
clients feel like you're their friend and you're there to help them
out. There will be times when you want to beat your clients over
the head repeatedly with a blunt object - it happens to all of us.
It's vital that you keep a clear head, respond to your clients'
wishes as best you can, and at all times remain polite and
courteous.
In Suzuki showroom all workers are trained and well behave with
customer. Suzuki showroom’s staff very friendly with clients.
4. HAVE A CLEARLY-DEFINED CUSTOMER SERVICE
POLICY:
A clearly defined customer service policy is going to save a lot of
time and effort in the long run. If a customer has a problem, then
what should be done and what not. Should they contact different
people for billing and technical enquiries? If they're not satisfied
with any aspect of your customer service, who should they tell?
There's nothing more annoying for a client than being passed from
person to person, or not knowing who to turn to. Making sure they
know exactly what to do at each stage of their enquiry should be
of utmost importance. So make sure your customer service policy
is present on your site -- and anywhere else it may be useful. In
Suzuki all terms & conditions are clearly mentioned so that no
doubt in customer mind
5. ATTENTION TO DETAIL (ALSO KNOWN AS 'THE
LITTLE NICETIES'):
Even if it's as small as sending a Happy Holidays email to all your
customers, it's something. It shows you care; it shows there are
real people on the other end of that screen or telephone; and most
importantly, it makes the customer feel welcomed, wanted and
valued.
AYS MOTORS has kept details of all customers and makes them
happy on specific occasion.
6. ANTICIPATE YOUR CLIENT'S NEEDS & GO OUT OF
YOUR WAY TO HELP THEM OUT:
Sometimes this is easier said than done! However, achieving this
supreme level of understanding with your clients will do wonders
for your working relationship.
Suzuki always tries to know about customer needs and make the
product according to them.
7. HONOUR YOUR PROMISES:
It's possible this is the most important point in this article. The
simple message: when you promise something, deliver. The most
common example here is project delivery dates. Clients don't like
to be disappointed. Sometimes, something may not get done, or
you might miss a deadline through no fault of your own. Projects
can be late, technology can fail and sub-contractors don't always
deliver on time.
OBJECTIVES OF THE STUDY
The objective of the study is “Company image SUZUKI
MOTORCYCLES and Survey research to measure customer
satisfaction towards SUZUKI ACCESS 125 of AYS MOTORS,
Bhopal.
To determine the effects of the company image on the sales.
To understand customer attitude towards Suzuki
motorcycles and Suzuki auto.
To measure customer satisfaction of Suzuki Access 125
owners.
To know the market share of Suzuki motorcycles.
To predict the boom of automobile industry.
To know the tastes and preferences of people.
To find the reasons for buying Access 125.
To determine the customer’s satisfaction regarding two-
wheeler and after sales service.
SCOPE OF STUDY
This study is aimed at providing AYS MOTORS (SUZUKI) with an
insight on the consumer satisfaction pattern of Suzuki Access
125cc as well as the customer’s response and awareness towards
the brand, products and services of Suzuki.
The data has been analyzed and presented in a simple and precise
way on the basis of which pertinent recommendations have been
made to the company to better the services, policies and
strategies of the company in India. Companies also want the
Suggestion for improvement from users of Suzuki Vehicle
& get Feedback from customer.
RESEARCH METHODOLOGY
Survey research is the systematic gathering of information from
respondents for the purpose of understanding and/or predicting
some aspects of the behaviors of the population of interest. It is
the most common method of collecting primary data for marketing
decisions. Survey can provide data on attitudes, feelings, beliefs,
past and intended behaviors, knowledge, ownership, personal
characteristics and other descriptive items.
Survey research is concerned with administration of
questionnaires (interviewing). The survey research must be
concerned with sampling, questionnaire design, questionnaire
administration and data analysis. The administration of
questionnaire to an individual or group of individuals is called an
interview. A questionnaire is simply a formalized set of questions
for eliciting information. As such, its function is measurement and
it represents the most common form of measurement in
marketing research.
The report has been prepared on the basis of information collected
from different sources. In order to achieve the objective of the
project proper research method was applied. After giving through
brain storming session, objectives were selected and the set on
the base of these objectives, A questionnaire was designed major
emphasis of which was gathering new ideas or insight so as to
determine and bind out solution to the problems.
RESEARCH DESIGN
This study is a mix of explorative and formal
methodologies adopting monitoring and observing to study the
dealerships in Bhopal and communication to elicit responses from
April-May.
The study also aims at findings out the customer satisfaction level
of SUZUKI ACCESS 125cc of AYS MOTORS, Bhopal. For the
customer satisfaction study a questionnaire was formulated
containing 22 questions which were sent out for response mainly
through personal interviews of customers. Results of this step
formed the basis of the recommendations given to the company.
SOURCE OF DATA
The report has been prepared as per the
information obtained from two sources. They are:
Primary data
Secondary data
1.PRIMARY DATA :
The primary data is that which details we collect first time
from the market and also used first time in the research. To collect
the primary data structured non disguise questionnaire is
prepared. Primary Data was very crucial to collect so as to know
various past & present consumer views about bikes/scooter and to
calculate the market share of this brand in regards to other
brands. Fresh primary data was collected by taking direct filling of
a questionnaire from customer which involved face to face, all the
Suzuki customer who visited the dealership showroom for the
service of their bikes/scooters were questioned in order to find out
the behavior of customer.
2. SECONDARY DATA :
Secondary data are those which has been collected by some one
else and which already have been passed through statistical
process. When the secondary data are sufficient, the researcher
has to be satisfied with the primary sources of data. Secondary
data can be used as bases for comparison with primary data have
been collected by questionnaire. Secondary data has been taken
from internet, newspaper, magazines and companies web sites.
DATA COLLECTION METHOD
Researcher instruments is the tool by which the researcher can do
research on specific problems or objective. The most popular
researcher instrument for collection data is “Questionnaire” for a
particular investigation. It is simple for a moiled set of questions
presented to respondents for their answers. Due to this flexibility,
it is most common instrument used to collect the primary data.
During the pre- testing of questionnaire, I seen the reaction of
respondents and suggestions required to make change in research
instrument.
The questionnaire contains three types of questions.
1) OPEN-ENDED QUESTIONS:-
It is helpful in knowing what is
uppermost in the mind of the respondents. It gives complete
freedom to the respondent.
2) DICHOTOMOUS QUESTIONS:-
It has only two answers in form ‘yes’
or ‘no’, ‘true’ or ‘false’, ‘use’ or ‘do not use’. So the respondent is
offered two or more choice.
3) MULTIPLE-CHOICE QUESTION:-
In this, the respondent is offered two or
more choice.
SAMPLE DESIGN
Sampling is a process of obtaining. The information about the
entire population by examine a part of it .The effectiveness of the
research depends on the sample size selected for the survey
purpose. For the customer satisfaction study a sample of 100
persons was chosen from the Suzuki’s dealership in Bhopal.
SAMPLING PLAN:
Data collected has been analyzed and interpreted
by using simple percentage method and finally the data is
presented in graphs and charts.
SAMPLING FRAME:
Customers visiting showrooms for servicing their motorcycles
Shopping malls, Supermarket, Markets, College parking etc
SAMPLE SITE:-
The survey was conducted in Bhopal city.
SAMPLING UNIT:-
It means “Who is to be surveyed”. Here target
population is decided and it is who are interested to purchase
“Scooter” and sampling frame is developed so that everyone in
the target population has known chance of being sampled. So the
survey is conducted particularly in Bhopal City.
SAMPLE SIZE:-
For the purpose of proper survey, there is need of
perfect research instruments to find out sample size for more
accurate result about buying behavior of scooter. The sample size
is 100 respondents.
SAMPLING METHOD:-
A Stratified random sample is one where the
population is divided in to mutually exhaustive strata or sub-group
and then a simple random is selected within each of strata on age
groups, occupation etc. It may be noted that stratification does not
means absence of randomness. I use a simple random sampling
method.
1) AGE-WISE CLASSIFICATION
ANALYSIS:
The above pie chart is showing that the customers of Access
125 are mainly coming from the age group of 18-25 that is
around 49% because that people of this age group are
passionate and are style freaks,
we can say that Popularity of Access 125 is available in the
age of 26-35 (around 26%) also because of its reputation in
the world market.
49%
26%
19%6%
Respondent18-2526-3536-4546 & above
AGE (IN YEARS) NO. OF RESPONDENTS
PERCENTAGE (%)
18-25 49 49
26-35 26 26
36-45 19 19
46 & ABOVE 6 6
2) GENDER-WISE CLASSIFICATION
ANALYSIS:
Above Graph shows that 71% of respondent are
Male and 29%of respondent are Female.
71%
29%
Respondents
MALEFEMALE
MALE FEMALE
GENDER 71 29
PERCENTAGE (%)
71 29
3) MARITAL STATUS CLASSIFICATION
ANALYSIS:
In this pie chart it is very much clear that 51% of the
Access 125 Customer is mainly married & 49% unmarried, so
Suzuki launch Access 125 is mostly being accepted by the family
oriented people.
51%
49%
Respondents
MARRIEDUNMARRIED
MARRIED UNMARRIED
MARITAL STATUS 51 49
PERCENTAGE (%) 51 49
4) OCCUPATION-WISE CLASSIFICATION
ANALYSIS:
Once again we found that Suzuki’s major customers
are the students of colleges and schools which consists 55%, as
they want something special, new, stylish, masculine and
attractive and Suzuki is providing that in the form of Access 125.
37%
55%
3% 5%
Respondents
OFFICIALSSTUDENTSRETIREDOTHERS
OFFICIALS
STUDENTS RETIRED OTHERS
OCCUPATION 37 55 3 5
PERCENTAGE (%)
37 55 3 5
5) INCOME-WISE CLASSIFICATION
ANALYSIS:
In the income group distribution we can analyze
those customers of Access 125 are coming from the Middle
income group people which is around 49% by including 125-150
slab of income group. It shows that Suzuki is placing their products
in the appropriate price range. As the people of this income
bracket can easily afford this two wheeler.
2%
18%
49%
31%
Respondents
75-100100-125125-150150 & above
INCOME (P.A) (IN ‘000)
NO. OF RESPONDENTS
PERCENTAGE (%)
75-100 2 2
100-125 18 18
125-150 49 49
150 & ABOVE 31 31
7) WHAT IS YOUR PRECEPTION ABOUT SUZUKI AUTOMOBILE’S PRODUCT?
ANALYSIS:
In this pie chart it is very much clear that customer
perception about Suzuki automobile’s product is average 56% and
28% are good.
14%
28%56%
2%
Respondents
VERY GOODGOODAVERAGEBAD
VERY GOOD
GOOD AVERAGE BAD
NO, RESPONDENT
14 28 56 2
PERCENTAGE (%)
14 28 56 2
8) HOW DID YOU GET KNOW ABOUT SUZUKI?
ANALYSIS:
As we can see here the
major promotional tool
which is influencing the
customers is advertisements which is around 49%, after that the
major source of awareness among customers, is Family 24% &
friend’s 20%. So here we can say that Suzuki should produce
better advertisements like Access 125 and they should link their
ads with the emotions of the customers so that the brand
recognition by the customers will be for long time. The customers
can still recall the punch lines of Bajaj and Hero Honda such as
HAMARA BAJAJ or HERO HONDA DESH KI DHADKAN. such should
also use such kind of heart loving lines.
MORE VARIETY
MORE VALUE FOR MONEY
IMPROVED
BETTER SALES
49%
24%
20% 7%
Respondents
ADVERTISEMANTFAMILYFRIEND'SDEALER'S
ADVERTISEMENT
FAMILY FRIEND’S DEALER’S
RESPONDENTS 44 22 18 6
PERCENTAGE (%)
44 22 18 6
QUALITY SERVICE
RESPONDENTS 14 49 29 8
PERCENTAGE (%)
14 49 29 8
9) IF YOU ARE GOING TO BE A CUSTOMER OF SUZUKI MOTORCYCLES, WHAT WILL
BE YOUR
EXPECTATION
ANALYSIS:
As we can see that most of customer expectation after going to be
Suzuki motorcycles product is 49% ask more value for money &
29% ask improved quality so company should provided according
to the needs and quality to the customer.
HERO HONDA TVS HONDA BAJAJ
MORE VA-RIETY
MORE VALUE FOR MONEY
IMPROVED QUALITY
BETTER SALES
SERVICE
0102030405060
14
49
29
8
RESPONDENTS 34 9 36 21
PERCENTAGE (%)
34 9 36 21
10) WHICH BRAND ACCORDING TO YOU IS GIVING THE MOST COMPETITION TO
SMPIL IN INDIA?
ANALYSIS:
In this pie chart we can see that in India most competition brand
against Suzuki motorcycles is Honda 36% & Hero Honda 34% so to
increase market share and fight with competition SMIPL has to
give customer wide range of product with better quality.
34%
9%36%
21%
Respondents
HERO HONDATVSHONDABAJAJ
11) DO YOU LIKE SUZUKI ACCESS 125?
ANALYSIS:
As we can see that 69% customer are very much like Suzuki
Access 125 but 43% customer are average like Suzuki Access 125
so company has to more improve his product.
54%43%
3%
Respondents
VERY MUCHAVERAGENOT SO MUCH
VERY MUCH AVERAGE NOT SO MUCH
RESPONDENTS 54 43 3
PERCENTAGE (%)
54 43 3
12) WHAT ABOUT THE PRICE OF SUZUKI ACCESS 125?
ANALYSIS:
In this pie chart 76% customer are think that Suzuki Access 125
price is average and 22% customer are think that Suzuki Access
125% price is high so company maintain this price.
22%
76%
2%
RESPONDENTS
HIGHLY PRICEDAVERAGE PRICELOW PRICE
HIGHLY PRICED
AVERAGE PRICE
LOW PRICE
RESPONDENTS
22 76 2
PERCENTAGE (%)
22 76 2
13) DO YOU THINK THAT THE SUZUKI ACCESS 125 IS CAPABLE TO ATTRACT
TODAY’S GENERATIONS?
ANALYSIS:
In this pie chart we can se that 69% customer are think that
Access 125 is attract today’s generation and 22% are think that no
so company should more focus on today’s generation.
69%
22% 9%
Respondents
YESNOCAN'T SAY
YES NO CANNOT SAY
RESPONDENTS 69 22 9
PERCENTAGE (%)
69 22 9
14) WHAT IS THE BEST THING IN SUZUKI ACCESS 125?
ANALYSIS:
Above graph show that in Suzuki Access 125 the best thing is
quality 43%, style/design 33% so company should maintain his
quality & style and improved his service & price to increase
satisfaction level.
43%
33%
13% 11%
Respondents
QUALITYSTYLE/DESIGNSERVICEPRICE
QUALITY STYLE/DESIGN
SERVICE PRICE
RESPONDENTS
43 33 13 11
PERCENTAGE (%)
43 33 13 11
15) HAS IT SERVED THE PURPOSE OF PURPOSE OF PURCHASING?
YES NO AVEARAGE CAN’T SAY
RESPONDENTS 53 12 29 6
PERCENTAGE (%)
53 12 29 6
ANALYSIS:
We can see that 53% are satisfied 29% are average satisfied and
thinks that it is worth purchasing so it is good for company.
53%
12%
29%6%
Respondents
YESNOAVEARAGECAN'T SAY
16) SATISFIED WITH FREE SERVICE FROM THE SHOWROOM?
ANALYSIS:
In this pie chart we can see that 82% customer is satisfied with
free service from the showroom so the company showroom
maintain his service & customer relationship.
82%
18%Respondents
YESNO
YES NO
RESPONDENT 82 18
PERCENTAGE (%) 82 18
17) IS SUZUKI ACCESS 125 COMFORTABLE FOR DRIVING & JOURNEY?
ANALYSIS:
Above pie chart shoe that 73% customer think that Suzuki Access
125 is comfortable for driving & journey so company should
maintain quality of Access 125 and provide safety measures to the
customer.
73%
3%
24%Respondents
YESNOAVERAGE
YES NO AVERAGE
RESPONDENTS 73 3 24
PERCENTAGE (%) 73 3 24
18) MAINTENANCE COST OF SUZUKI ACCESS 125?
ANALYSIS:
In this pie chart we can that the maintenance of Suzuki Access
125 is 55% low and 39% average so it is good for company and
company should maintain his product quality.
6%
39%55%
Respondents
HIGHAVERAGELOW
HIGH AVERAGE LOW
RESPONDENTS 6 39 55
PERCENTAGE (%)
6 39 55
19) DO YOU THINK THE VALUE OF MONEY YOU SPENT ON SUZUKI ACCESS 125?
ANALYSIS:
Above pie chart show that after purchasing Suzuki Access 125 69% customer are thinks that it is good value for money and 28% think that it is average for money.
69%3%
28%
Respondents
YESNOAVERAGE
YES NO AVERAGE
RESPONDENTS 69 3 28
PERCENTAGE (%) 69 3 28
20) WHAT IS YOUR LEVEL OF SATISFACTION TOWARDS SUZUKI ACCESS
125?
ANALYSIS:
In this pie chart we can see that customer belongs to 75-100
satisfaction level, 18% customer belongs to 50-75 satisfaction
level so it is good for company that people like Suzuki Acess125.
3% 5%18%
74%
Respondents
0-2525-5050-7575-100
0-25 25-50 50-75 75-100
RESPONDENTS
9 13 26 52
PERCENTAGE (%)
9 13 26 52
FINDINGS
The survey show that 56% customer are average & 28%
customer are good perception about Suzuki automobile
product
The study show that 44% respondents come to know from
“advertisement and 22% respondents purchase two wheeler
from family’s recommendation.
The survey show that 49% customer are going to be Suzuki
motorcycles because they expectation is more value for his
money and 29% are going to be improve quality product.
The survey show that in India the most compare brand
against SMPIL is Honda 36%, Hero Honda 34% and Bajaj 21%.
The survey shows that 54% customers are like Suzuki Access
125 and 43% are average like.
The survey show that in the customer mind price of Suzuki
Access 125 is average 76%, and 22% highly price.
The survey show that 69% customer think that Suzuki Access
is capable to attract today’s generation.
The survey shows those 43% customers are believed that
quality is the best thing is Suzuki Access 125.
CUSTOMER’S REVIEW
The style of scooter not much impressive, I am waiting for the
how the market responds but main key is priced comparative
with Honda Activa and mileage.
Suzuki is globally known for quality, value for money &
customer satisfaction. They have taken care of every aspect.
It’s a family vehicle. Have style, comfort, safety, space &
price I am sure will be at par with competition.
I am very much impressed by the looks, style of Access. It is
likely to be much dearer than Activa
.
Suzuki-Access-125. Its looks very nice I am sure price of
scooter will be defiantly competitive with Honda-Activa.
I have liked the scooter. It is what I had expected to own.
I am impressed with the finish, style and quality.
SWOT ANALYSIS
1) STRENGTHS:
Size and scale of parent company
Effective Advertising Capability
Committed and dedicated staff
High emphasis on R & D
Experience in the market
Established brand
2) WEAKNESSES:
Small showrooms
Not much emphasis on aggressive selling
Weak product diversity
3) OPPORTUNITIES:
Growing premium segment
Global expansion into the Caribbean & Central America
Become India’s leader
Growing premium segment.
4) THREATS:
Cut throat competition
Increasing number of players in the market
Rising raw material costs
Increasing rates of interest on finance
LIMITATIONS
This research is geographically restricted to Bhopal only.
Hence the result cannot be extrapolated to other places.
The study is restricted only to the organized sector of two
wheeler industry
The seriousness of the respondents and their ability to
justify their answers may also be a limitation.
The sample size is small due to the specified reasons.
Findings are based on sample survey.
All interview questions are undisguised or direct. Hence
there is a scope for the respondents to be biased or
pretentious.
During the survey most of the respondents contacted had
newly purchased the motorcycle thus they could not
respond accurately i.e. their satisfaction level and defects
in the motorcycles.
The research is directly concerned with the study of human
preference and behavior and achieving absolute
mathematical accuracy towards this was not possible.
RECOMMENDATIONS
The Suggestions that are given by customers and by us as
market researcher for Improving in a service,
advertisements. Because after selling of a vehicle
customer may has some of the problem and customer
come for solve their problem through service and company
should try to give proper service to satisfy customer by
solving their problem. The suggestions are as followed:
As people expect more mileage per kilometer, company
should increase the mileage of the Suzuki Vehicles.
SMIPL should increase the production capacity as the
customers have to wait for 3-4 months for delivery of the
Suzuki Access.
Company showroom should take less time for service
the vehicle.
Company should facilitate a Scheme for servicing Old
Vehicles so that the entire customer services their
vehicle at company’s service station.
All parts should be available at service station.
Because sometime customer face the problem that
parts are not available.
Company should facilitate a Scheme for servicing Old
Vehicles so that the entire customer services their
vehicle at company’s service station.
Suzuki increase in advertising in mass media to promote its
sales.
Company should manufacture motorcycles which can
withstand for long time on Indian roads.
Company should appoint a brand ambassador and also
sponsor entertainment and sports events so that the name of
the company remains in the minds of the people.
SMPIL should implement new marketing strategies to
compete with Indian competitor
Suzuki at the moment has a very weak product portfolio and
its products are not that visible in the market.
Suzuki should maintain and produce the bikes in quarterly or
half yearly so that customers can avail options.
CONCLUSION
Indian 2-wheeler industry is the second largest in Asia after China.
After the separation with Tvs Motors the main focus of Suzuki has
been to capture the Indian Market through its Product which are
Best In terms Of Style & Design and is trying to achieve more
target of which it has laid down for the coming years its Recent
Launched Bikes like Suzuki Zeus, GS150R, Hayabusa and Scooter
Suzuki Access have shaken the market leader Like Bajaj, Hero
Honda & Honda is giving them a tough competition & soon going
Launch Few More Bikes in the market. But in a country like India
where customer generally appreciates mileage it becomes
necessary for a company like Suzuki which produces Bikes whose
prices are towards the higher end to focus on other factors to
which influence the consumer choice of Product like Prices, after
sale services and many more.
After deep research, analysis and getting information about
customer of Suzuki Access 125 as formulated that Suzuki Access
has success in the market and people satisfied this product.
BIBLIOGRAPHY
MAGAZINES:
Auto India - Car & Bike Magazine
NEWSPAPERS:
Economic Times
Business Standard
WEBSITES:
www.suzukimotorcycles.co.in
www.autowebindia.com
www.sitepoint.com
www.automonitor.com
www.siamindia.com
Various Search Engines
APPENDIX
(QUESTIONNAIRE)
1. Name -________________________________________
2. Age – 18-25 26-35
36-45 46 and above
3. Gender- Male Female
4. Marital Status- Married Unmarried
5. Occupation-
Officials Students
Retired Others
6. Your income (per annum) (in thousands)?
Rs. 75-100 Rs. 100-125
Rs. 125-150 Rs. 150 above
7. What is your perception about Suzuki automobile’s product?
Very good Good Average Bad
8. How did you get to know about Suzuki?
Advertisement Family information
Friend’s recommendation Dealer’s
recommendation
9. If you are going to be a customer of Suzuki motorcycles, what will be your expectation?
More variety more value for money
Improved quality Better after-sales service
10.Which brand according to you is giving the most competition
to SMIPL in India?
Hero Honda Tvs Honda Bajaj
11.Do you like the Suzuki Access 125?
Very much Average Not so much
12.What about the Price of Suzuki Access 125?
Highly priced Moderate/Avg price Low price
12. Do you think that the Suzuki Access 125 is capable to attract today’s generations?
Yes No cannot say
13. What is the best thing in Suzuki Access 125?
Quality Style/design Service Price
14. Has it served the purpose of purchasing? Yes No Average Cannot say
15. Are you satisfied with free service from the showroom? Yes No
16. Is Suzuki Access 125 comfortable for driving and journey? Yes No Average
17. Maintenance cost of Suzuki Access 125? High Moderate/Avg Low
18. Do you think worth the value of money you spent on Suzuki Access 125?
Yes No Average
19. What is your level of satisfaction towards Suzuki access?
0-25% 25-50% 50-75% 75-100%
20. Suggestions/Feedback, if any
_____________________________________________________
_
“A SURVEY ON CUSTOMER SATISFACTION OF SUZUKI ACCESS 125CC”
BY SHRADHA JANBANDHU
CONTENTS
Preface Acknowledgement Executive summary About the automobile industry
- Indian two wheeler history- Segmentation of two wheeler- Growth prospects- Factors affecting market- Rising customer expectations- Suzuki motorcycles India history
Company profile- Mission of Suzuki- Growth report- SMPIL- Facilities- Products- Warranty policy- Major competitors
Introduction to the topic- Customer satisfaction in 7 steps
Objective Scope Research Methodology Research Design Sources of data collection Data collection method
Sample designs Data analysis and interpretations Findings
Conclusion Illustrations and annexure
ANNEXURE