My Summer Project (2)

7/31/2019 My Summer Project (2)

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PROJECT REPORT

ON

TO FIND OUT THE LEVEL OF CUSTOMER SATISFACTION OF

THE CHEVROLET SPARK

AT

VARDHMAN MOTORS

RAIPUR

BY

NITESH

FOR THE PARTIAL FULFILLMENT OF THE COURSE

PGDM [BUSINESS ADMINISTRATION]

MITCON INSTITUTE OF MANAGEMENT

BALEWADI, PUNE - 411045

20112013


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COMPANY PROFILE:

VARDHMAN MOTORS:

Vardhman motors are the authorised dealers of

GM Motors (I) Pvt. Ltd. for the state of Chattisgarh for distribution of

cars, spare parts and accessories with authorised service station for the

said automobiles. They maintain test drive cars for the purpose of its

business and also maintain an old car purchased from customers in

exchange of new vehicles and accordingly has to incur expenses for

repairs and maintenance of the said cars is wholly and exclusively laid

out for the purpose of business. They are the sole dealers of vehicles of

Chevrolet at Chattisgarh.

History of the company:Vardhman motors was established in August, 2003.

The directors of the motors are Mr.Siddharth Vaid and Mr.Digvijay

Vaid. They have six branches at Bhilai, Raipur, Bilaspur, Korba,

Jagdalpur and Ambikapur which is headed by the main head office at

Kumhari, in the district of Durg.

Objective of the company:The automobile industry is totally based on the 3 S. The 3 S

stands for the following:

S-SalesS-SparesS-Services

The same three Ss are the important objectives of the

company. They believe in providing the best product to their customers.

They believe in customer satisfaction and thus provide the best and

complete services. All the spare parts of the vehicles are available.


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History:

General Motors Corp. (NYSE: GM), one of the world's largest

automakers, was founded in 1908, and today manufactures cars and

trucks in 34 countries. With its global headquarters in Detroit, GM

employs 244,500 people in every major region of the world, and sells

and services vehicles in some 140 countries. In 2008, GM sold 8.35

million cars and trucks globally under the following brands: Buick,

Cadillac, Chevrolet, GMC, GM Daewoo, Holden, HUMMER, Opel,Pontiac, Saab, Saturn, Vauxhall and Wuling. GM's largest national

market is the United States, followed by China, Brazil, the United

Kingdom, Canada, Russia and Germany. GM's OnStar subsidiary is the

industry leader in vehicle safety, security and information services.

General motors corporation:

The worlds largest automaker has been the globalindustry sales leader since 1931.

Founded in 1908 employs about 325000 peoplearound the world.

Has manufacturing operations in 32 countries and itsvehicles are sold in 200 countries.

GMs global headquarters are at the GM Renaissancecenter in Detroit.

In 2004, GM sold nearly 9 million cars and trucksglobally.

From the date 18.05.2009 its called CHEVROLETSALES INDIA PVT.Ltd


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CHEVROLETS HISTORY IN INDIA :

Chevrolet is not new to Indiatracing Chevrolet in our sub continent

Maharajas, freedom fighters and the common man the Chevrolet has

ferried them all. The bowtie has been an integral part of Indias

automotive landscape from the early twenties till today.

Chevrolet came to India in 1928. An office was set up in Bombay with

an assembly plant constructed in Sewree. General Motors (GM),

Chevrolets parent company, were the first automobile company to

open an assembly plant in India.

Production started in 1928 with the National Series AB Touring. TheAB series came with Chevrolets well proven and reliable 171 cubic

inches, 24.7hp four-cylinder engine. It featured Chevrolets first four-

wheel mechanical brakes and wooden wheels. In the first year of

production, 13,903 GM cars and trucks were built at Sewree, including

products from other GM brands.

The Chevrolet brand quickly proved trustworthy and dependable. As a

result, a large amount of Chevrolets were imported between 1918 and

1928. The Chevrolets imported during these years mainly consisted of

small four-cylinder Tourers, because they delivered the most impressivefuel economy and were simple to run. Even the Nawab of Hyderabad

considered the richest man in the world at the time used Chevrolet

Tourers as official cars.

In 1930, the Indian market became even more competitive as Ford

introduced the popular Model A, whose all-steel body made it a great

success. Chevrolet replied with a revolutionary six-cylinder engine that

developed 46 horsepower. And it was this very car that gave Chevrolet

its highest sales in India in 1931.

Sadly, the years 1952-53 marked the end of an era for the Indian

automobile industry. The socialist Government forced General Motors

India to shut shop, along with other foreign car companies.


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OBJECTIVE

PRIMARY OBJECTIVE:

To analyze the level of satisfaction of the customers.SECONDARY OBJECTIVES:

To gain knowledge about the company and its product spark, To put light on the product and promotion, To understand the companys marketing strategies of sales.


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RESEARCH METHODOLOGY

RESEARCH TYPE:

The research design adopted for this study is Ex-post facto

research. Ex-post facto research studies are those studies, which

includes surveys and fact findings enquiries of different kinds. .

RESEARCH INSTRUMENT:

The research instrument adopted is the Questionnaire. The

Questionnaire is a structured one and is based on the customers views

and suggestions.

The Questionnaire method of collecting data is adopted due to low

cost even when universe is large and free from the bias of interviews,

also respondent who are not easily approachable can be reached

conveniently.

SOURCE OF DATA COLLECTED:

Primary data:

Questionnaire: The data collected for the study is mainlybased on the questionnaire. The questionnaire was used to

obtain the opinion of the customers of the product

SPARK.


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Direct interview: direct interaction was there with thecustomers to understand their needs and suggestions better.

Secondary data:

Secondary data was used to obtain the information about the

company and the product. It included the details of the marketing

mix of the product. The following are the different secondary sources

used:

Company personnel Books Brochures Detailed books of the cars. Internet

Field of study:

The research has been conducted and chosen the sample from

Vardhman Motors, Raipur.

SAMPLE DESIGN:

Type of Universe: The universe taken for the study is a finite universe.


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RESEARCH SIZE:

The sample size taken is 30.

Source of sample:

The employees of the company Indian Oil Corporation Ltd.., has

been taken as the sample for the study.

SAMPLING METHOD:

The sampling method used non-probability sampling. It does not

have any basis for estimating the probability in the population included

in the sample. It is also called as deliberate sampling, purposive

sampling and judgment sampling.

THE STATISTICAL TOOLS

The statistical tools that were used for the study is as follows:

Percentage Analysis.

Percentage Analysis:

Percentage analysis is done to find out the percentage

of the response of the respondent.


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LIMITATIONS

Due to time constraint an extensive study could not be done. Some of the customers showed bias in answering the questions. Due to time constraint of the customers, they could not be

interacted with.

The required data is collected with the help of Questionnaires.The limitations in preparing the questionnaires may affect the

study.

The findings are fine only for the present situations and need notbe true for any other situations.


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ANALYSIS AND INTERPRETATION OF DATA:

In order to get valuable information data analysis is carried out. With

data collected from the respondents (30 customers) through the survey

questionnairesupplied, the researcher was able to analyze and come out

with the following interpretation.

Percentage analysis :

1) To find the gender of the customers of SPARK :

S.no. Options Customers Percentage (%)

1. Male 19 63

2. Female 11 37

Interpretation:Above table shows the number of customers who have been

taken for the study and it reveals that, there are 63% of male and

37% of females who use this vehicle .


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Gender of Customers of SPARK in Vardhaman motors

63%

27%

male

female


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2) To find the Age group of the customers using SPARK:

S.NO. Option Customers Percentage

1. 18-24 10 33.33%

2. 24-30 10 33.33%

3. Above 30 10 33.33%

Interpretation:Above table shows the age group of the customers using

SPARK , 33.33% are used by customers between the age of 18-24,

33.33% between the age of 25-30 and 33.33% above the age of 30.


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Age group of customers using SPARK:

33.33%

33.33%

33.33%

18-24

25-30

above 30


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3) To find the Variants purchased by the customers of SPARK:

S.NO. Options Customers

1. Spark basic 2

2. Spark PS 4

3. Spark LS 15

4. Spark LT 8

5. Spark limited 1

Interpretation:Above table shows the different variants of SPARK which the

customers have purchased. The highest preferred variant in SPARK

is the LS version. 15 cars of LS are purchased, 8 cars of LT

variant, 4 cars of PS variant, 2 cars of basic version and 1 car of the

limited version is purchased.


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Variants purchased by the customers of SPARK:

2

4

15

8

1

0

2

4

6

8

10

12

14

16

numbers

BASIC

PS

LSLT

LIMITED


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4) To find the colours of the SPARK purchased by the customers:


1. Red 6

2. Black 9

3. White 7

4. Metallic 7

5. Topaz 1

Interpretation:Above table shows the different colours of SPARK which the

customers have purchased. The highest preferred colour in SPARK

is BLACK because of its trendy look. 9 cars purchased are BLACK

in colour, 7 cars of WHITE and METALLIC colours are purchased,

6 cars of RED and 1 car of TOPAZ colour is purchased.


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The colours of the SPARK purchased by the customers

6

97

7

1

Colours of SPARK purchased bycustormers

red

black

white

mettalic

topaz


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5) To find out how the customers came to know of the SPARK :

S.NO. Options Customers Percentage (%)

1. Friends 11 36.67

2. Family 9 30

3. Television 6 20

4. Journals 3 10

5. Others 1 3.33

Interpretation:The above table shows the different means by which the

customers of SPARK came to know about the vehicle. They have the

37% of information about the vehicle from their friends, 30% know

from their family, 20% from television, 10% from the journals and

3% from other sources like the showroom.


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Customers know-how of the SPARK :

37%

30%

20%

10%

3%

0%

5%

10%

15%20%

25%

30%

35%

40%

percentage

Perentage


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6)To find the branch where the customers purchased SPARK :


1. Kumhari 11 36.67

2. Bhilai 2 6.67

3. Raipur 4 13.33

4. Bilaspur 4 13.33

5. Korba 4 13.33

6. Jagdalpur 2 6.67

7. Ambikapur 3 10

Interpretation:The above table shows the different branches of VARDHMAN

MOTORS from where the customers have purchased the vehicle

SPARK. 37% have purchased their SPARK from the main

showroom KUMHARI, 13% percent have purchased from RAIPUR,

13% from BILASPUR, 13% from KORBA, 10% from

AMBIKAPUR and 7% each from BHILAI and JAGDALPUR.


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Branches where the customers purchased SPARK :

37%

7%

13% 13% 13%

7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

percentage

Kumhari

Bhilai

Raipur

Bilaspur

Korba

Jagdalpur

Ambikapur


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7) To find the purpose of the vehicle used by the customers :

S.NO. Option Customers Percentage (%)

1. Personal use 10 33.33

2. Office use 9 30

3. Family use 11 36.67

Interpretation:Above table shows the purposes of SPARK which the customer

uses in daily routine. The vehicle is small and peppy which allows it

for better family purposes. Thus 37 % customers use it for family

purpose, 33 % use it for personal use and 30% use it for their office

needs.


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Purpose of the SPARK:

0%

5%

10%

15%

20%

25%

30%

35%

40%

33%30%

37%

personal use

office use

family use


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8) To find the services of Test drive:


1. Yes 30 100

2. No - -

Interpretation:Above table shows the facility of test drive given to the

customers at the time of purchase of the vehicle. It is a service

provided to check the vehicle. 100% of the customers are given the

test drive. The samples of 30 customers are all given the test drive

service.


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Test drive services:

0%

20%

40%

60%

80%

100%100%

0%

percentage

YES

NO


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9)To find the services of finance facility:


1. Yes 29 97%

2. No 1 3%

Interpretation:Above table shows the facility of finance at the time of

purchase of the vehicle. It is given to all the customers. It is optionalif the customer needs the service. 97% of the customers were given

the facility but only 3% i.e. 1 customer was not given the information

about it .


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To find the services of finance facility:

97%

3%

96%

96%

97%

97%

98%

98%

99%

99%

100%

100%

101%

percentage

NO

YES


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10) To find if the follow up was taken:


1. Yes 27 90%

2. No 3 10%

Interpretation:Above table shows whether the customers were called back on

the 3

rd

day after their purchase of SPARK to get their views of thevehicle. 90 %of the customers were called to get their feedback. But

10 % were not called.


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Follow up taken:

90%10%

85% 90% 95% 100% 105%

percentage

YES

NO


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11) To find if the delivery was given on time:


1. Yes 27 90%

2. No 3 10%

Interpretation:Above table shows whether the customers were given the

delivery of SPARK on time or not. 90% of the customers were giventhe vehicle at the committed time. But 10 % could not get the vehicle

on time due to the high demand in the market and low supply.


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Delivery of SPARK at the committed time:

90%10%

85% 90% 95% 100% 105%

percentage

YES

NO


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12) To find if the delivery was given by the same sales executive:


1. Yes 22 73%

2. No 8 27%

Interpretation:Above table shows whether SPARK was delivered by the same

sales executive or by another executive. 73% of the customers got thedelivery from the same sales executive, and the rest were delivered

by other executives.


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Delivery given by the same sales executive:

0% 20% 40% 60% 80% 100%

73% 27%

YES

NO


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13) To find the worthiness of SPARK:


1. Yes 29 97%

2. No 1 3%

Interpretation:Above table shows the worthiness of Chevrolet SPARK. 97%

of the customers are satisfied with the value of money they have paidfor the vehicle. Only 1 customer is not satisfied with SPARK being

no proper services and schemes according to his needs.


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The worthiness of SPARK:

97%

3%

96%

96%

97%

97%

98%

98%

99%

99%

100%

100%

101%

percentage

NO

YES


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14) To find the convenience of the situation of service outlets:


1. Yes 27 90%

2. No 3 10%

Interpretation:Above table shows the customers convenience of the situation

of the service centers at various showrooms and branches. 90% ofthe customers feel the service centers are situated at a very

convenient place but for 10% of the customers the service outlets are

situated at a far of place.


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Convenient situation of service outlets:

90%

10%

YES

NO


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15) To find the effectiveness of the promotional activities:


1. Yes 26 87%

2. No 4 13%

Interpretation:Above table shows the effectiveness of the promotional

activities undertaken by the company in order to increase the sales ofSPARK. 87% of the customers are satisfied with the promotion

made. The conveyed that they accompany the information got from

others. But 13% of customers are not satisfied with the promotion

made.


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Effectiveness of the promotional activities:

87%

13%

YES

NO


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16) To find the behavior of the sales executives:


1. Very good 17 57

2. Good 6 20

3. Fair 7 23

4. Bad 0 0

5. Very bad 0 0

Interpretation:Above table shows the behavior of the sales executives in the

company with the customers. 57% customers are very much satisfied

with the services of the executives.20% feel they are good at behavior

and 23% feel they are fair in their behavior with them.


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Behavior of the sales executives:

0%

10%

20%

30%

40%

50%

60% 57%

20% 23%

0% 0%

percentage

Very good

Good

Fair

Bad

Very bad


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17) To find the customers satisfaction of design and style of SPARK:


1. Very good 15 50

2. Good 10 33

3. Fair 5 17

4. Bad 0 0

5. Very bad 0 0

Interpretation:Above table shows the customers satisfaction on the design and

styling of SPARK. Half the customers i.e. 50% feel the design and

style is very good. 33% feel it is good and 17% customers feel the

designing is fair.


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Customers satisfaction of design and style of SPARK:

50%33%

17%

0%0%

percentage

Very good

Good

Fair

Bad

Very bad


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18) To find the customers satisfaction of performance of SPARK:


1. Very good 14 47

2. Good 14 47

3. Fair 1 3

4. Bad 1 3

5. Very bad 0 0

Interpretation:Above table shows the customers satisfaction of the

performance of SPARK. 47% customers are truly satisfied by the

performance of SPARK. 47% feel it is good and the rest 3% feel it is

fair and one customer feels it is not up to the mark.


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Customers satisfaction of performance of SPARK:

0%

47%

47%

3%

3%

Percentage

Very good

Good

FairBad

Very bad


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19) To find the customers satisfaction of comfort and convenience of

SPARK:


1. Very good 15 50

2. Good 11 37

3. Fair 4 13

4. Bad 0 0

5. Very bad 0 0

Interpretation:Above table shows the customers satisfaction on the comfort

and convenience of the vehicle SPARK. 50% customers are happy

with the comfort and convenience level of SPARK. 37% feel it is

good and 13% feel it is fair.


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Customers satisfaction of comfort and convenience of SPARK:

0%

10%

20%

30%

40%

50%

Verygood

Good Fair Bad Verybad

50%

37%

13%

0% 0%

percentage

percentage


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20) To find the customers satisfaction of safety and security of SPARK:


1. Very good 13 43

2. Good 12 40

3. Fair 3 10

4. Bad 2 7

5. Very bad 0 0

Interpretation:Above table shows the customers satisfaction on the safety and

security of the vehicle SPARK. 43% customers are satisfied with the

safety features provided in SPARK. 40% feel it is good and 10% feel

it is fair. But 7% feel it is bad and not suitable for the highways. It is

a city car.


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Customers satisfaction of safety and security of SPARK:

0%

10%

20%

30%

40%

50%

Verygood

Good Fair Bad Verybad

43%40%

10%

7% 0%

percentage


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21) To find the customers understanding of the scheme details of

SPARK:


1. Very nicely 13 43

2. Nicely 13 43

3. Vague 4 14

4. Not

understandable

0 0

Interpretation:Above table shows the customers understanding of the scheme

details of SPARK. 43% customers have understood the schemes of

the company very nicely. 43% have understood the base of the

schemes but not availing it. And 14% have understood it vaguely.


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Customers understanding of the scheme details of SPARK:

43%

43%

14% 0%

Very nicely Nicely

Vague Not understandable


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22) To find the customers understanding of the service details of

SPARK:


1. Very nicely 16 53

2. Nicely 12 40

3. Vague 2 7

4. Not

understandable

0 0

Interpretation:Above table shows the customers understanding of the service

details of SPARK. 53% customers have understood the service

options and availabilities of the company very nicely. 40% have

understood the nicely. And 7% have understood it vaguely but can

clear them at the time of servicing after a particular time period.


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Customers understanding of the service details of SPARK:

53%40%

7% 0%

Very nicely Nicely Vague Not understandable


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23) To find the other vehicles compared with SPARK by the customers:


1. Santro 16

2. i-10 8

3. Wagon-R 2

4. Estello 6

5. Alto 3

6. None 3

Interpretation:Above table shows the other vehicles which were compared at

the time of sale from the same segment. 16 customers have compared

with the vehicle SANTRO, 8 customers compared with i-10, 6

customers compared with ESTELLO, 3 with ALTO and 2 with

WAGON-R and 3 customers decided to buy SPARK without any

comparison.


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Vehicles compared with SPARK by the customers:

Customers0

10

20

Santro i-10 Wagon-R Estello Alto None

16

8

26

3 3

Customers


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24) To find the reason why SPARK is so popular:

S.no. Options Customers (out

of 30)

Percentage(%)

1. Looks 19/30 19

2. Technical

quality

14/30 14

3. Price 17/30 17

4. Sp 9/30 9

5. Mileage 14/30 14

6. Low

maintenance

cost

22/30 23

7. Discounts 3/30 4

Interpretation:Above table shows the reasons of the customers for selecting

the CHEVROLET SPARK. The customers have selected this vehicle

for the main reason of low maintenance cost. 23% customers have

purchased this vehicle for this reason. The second reason to purchase

this vehicle is the SPORTY look of SPARK. 19% have purchased

this vehicle for the looks. The other reason is price, 17% have got the

vehicle for its affordable price. 14% each customer has got it for the

technical qualities and the mileage. 9% have got it for the SP. And

4% have got it for the discounts and the other offers.


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Reasons why SPARK is so popular:

19%

14%

17%9%

14%

23%

4%

Looks TechnologyPrice Sp

Mileage Low maintenance cost

discounts


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Findings:

The most number of users of SPARK are Male.

The customers of SPARK fall in all the age groups from 18.

The highest sold variant in SPARK is the SPARK LS The most preferred colour of SPARK is the BLACK. The SPARK is sold on the basis of friends and family

advertisement and recommendations.

The main office KUMHARI sells the most number of vehicles. SPARK is mainly used for family and personal needs than

commercial purpose.

All the customers of SPARK are given the option of test drive atthe time of trial.

Finance facilities are provided to the customers. It is optional forthe customers to avail the facility.

The sales executives take the follow up from the customers on the3

rdday from the date or sale and delivery.

The delivery is given at the committed time and date to thecustomers if there is no demand.

Possibly the delivery is given by the same sales executive tomaintain the customers satisfaction of purchasing the vehicle and

to reduce the internal disputes.

The service centers and outlets are situated at convenient placeson the highways and central locations.


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The promotional activities are helpful in purchasing theCHEVROLET SPARK.

The behavior of the sales executives is very good in the showroomwith the customers.

The design and style of spark is very catchy and good. The performance is very good. The comfort and convenience is good in SPARK. The safety and security features are also appreciated by the

customers for the city run.

The schemes are explained nicely to the customers. The services are explained and provided properly. The CHEVROLET SPARK is mostly compared with the

HUNDAI SANTRO.

Customers purchased this vehicle because of its low maintenancecost and then the looks and technical qualities.

The vehicle has few disadvantages such as the spacing, etc

My Summer Project (2)

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