ACKNOWLEDGEMENT I hereby take the opportunity to express my wholehearted thankfulness to all those who have been helpful to me in the completion of this project. project.
PREFACE
Project work is something that every commerce student should carry out seriously at any organization irrespective of their topic they choose to do. This is a part of complete commerce study and carrying out such a project work is necessary for the partial fulfillment of B.!" #P$% #P$% course of &' ollege of $rts and (cience. arrying and completing such a project work is not an easy task. !ne must be careful before gathering the data re)uired otherwise the very essence of the project will get lost in the midway and the real and correct idea will remain unexposed before the reader.
I took my project in "arketing on ustomer (atisfaction of "ercedes from sundaram "otors* oimbatore. I had tried to compile the clear picture regarding the level of brand awareness* measure to increase and retain the brand awareness* and the advertising and the promotional tools effective for enhancing the awareness level of the potential customers. The project has played a significant role in my life in gaining knowledge in marketing field field.. The The info inform rmati ation on prese present nted ed in this this Proj Projec ectt +epo +eport rt is obtai obtaine ned d from from sour sources ces like like ompany ompany Personnel* Personnel* ompany ompany ,e ,ebsites* bsites* !ther ,ebsites* ,ebsites* ompany +eports* +eports* and !ther -iterature.
OUR TEAM MEMBERS
EXECUTIVE SUMMARY It is necessary to have practical knowledge before doing any work because of todays competitive world. $ny organizations success depends upon availability of their products and their services to the customer. !ur project is based on the automobile company "ercedes Benz and customer satisfaction of the customers towards the brand. This project intends to give the complete profile of the automobile company "ercedes Benz and customer satisfaction of the customers towards the brand. It consists of the research carried carried out in the geograph geographic ic area area of oimb oimbato atore. re. The name "erced "ercedes es Benz Benz needs needs no introduction for the car enthusiastic people. /ver since its foundation this name has been associated with the world class cla ss brand of cars* trucks and buses. The two founding fathers* one is "r. &arl Benz who first founded this company in 0120 and the two others "r. 'ottlieb 3aimler and "r. ,ilhelm "ay Bach* who founded the division of "ercedes Benz called as 3aim 3aimle lerr $' in 0145 0145.T .The he head head)u )uar arte ters rs of the the "erc "erced edes es Benz Benz is loca locate ted d at Bade Baden6 n6 ,urttemberg and (tuttgart in 'ermany. urrently this company produces a wide range of advanced luxury cars* trucks and buses in its manufacturing facilities* based all over the world besides 'ermany. 'er many.
TABLE OF CONTENTS CHAPTER 1
INTRODUCTION
0.0
Introduction to the study
0.7
Introduction to the industry
0.8
Introduction to the company
9$PT/+ 0
INTRODUCTION
INTRODUCTION 1.1 INTRODUCTION TO THE STUDY: $s the 70st century approached* marketing become more attractive at the company* state* national* International levels* in the early days* there was no difference between: selling and marketing. But today the difference between these two terms has been clearly made in the present dynamic world. "arketing is recognized as the most significant activity in our society. The importance of marketing function in business management has grown significantly during last two decades. This development has come about as a result of several factors such as technology expanding world markets* changing international environment* increasing consumer sophistication* keen competition and growing size and complexities of modern business. In "arketing* ustomer (atisfaction is the buzzword used by the business people for the success of organization in the present days. 3ue to the increases of heavy competition in every product ;line it become difficult for the companies to retain the customers for longer time. (o retain the customer for longer time the marketer has to do only one things i.e. customer satisfaction .If customer is fully satisfied by the product it not only rub the organization successfully but also fetch many benefits for the company . They are less process sensitive and they remain customer for a longer period. They buy addition products overtimes as the company introduce related produce related products or improved* so customer satisfactions is gaining a lot of importance in the present day. /very company is conducting survey on customer satisfaction level on their products .To make the products up to the satisfaction level of customers. This project is also done to know the customers satisfaction level towards "ercedes6Benz. The impact of automobile industry on the rest of the economy has been so pervasive and momentous that is characterized as second industrial. It played a vital role in helping the nation to produce higher value good and services and in the enhancing their skills and impose tremendous demand for automobile. The decrease in the interest rate and easy available of cars loans from 7 to 8 years* lot of car manufacturers company facing cut throat competition
in the fields of technology and price* (o to gain the market share it is important for the institutes to satisfy its customers and to retain the reputation and its image.
1.2 INTRODUCTION TO THE INDUSTRY: The his!"# !$ h% &'!(!)i*% begins as early as 02<4* with the creation of steam6 powered automobiles capable of human transport. The =rench engineer >icolas ?oseph ungnot is generally considered to have built the fist self6propelled vehicle in 0214. It was heavy* three6 wheeled* steam driven carriage with a boiler that projected in from and its top speed approximately @ km per hour. In 0150 the /nglish engineer +ichard Trevithick also built a three wheeled* stream driven car. This was rear6 wheel drive car. "any more vehicles were developed in /ngland and attempts were made to operate them on regular schedulers. 9owever* they were banned from the roads and automobile development was retarded. The speed was limited to A miles per hour. In 015<* the first cars powered by internal combustion engines running on fuel gas appeared* which led to the introduction in 011@ of the ubi)uitous modern gasoline6 or petrol6fueled internal combustion engine. In accordance with the +ed =lag $ct* which was in effect from 018< to 014< a man was re)uired by law to walk in front of a self propelled vehicle* carrying a red flange by day and red lantern by night. ars powered by electricity briefly appeared at the turn of the 75th century but largely disappeared from commonality until the turn of the 70st century* when interest in low6 and zero6emissions transportation was reignited. $s such* the early history of the automobile can be divided into a number of eras based on the prevalent method of automotive propulsion during that time. -ater periods were defined by trends in exterior styling and size and utility preferences. 1.2.1 CURRENT TRENDS IN THE AUTOMOBILE INDUSTRY:
,idespread environment concerns that stem from the rapid and irreversible depletion of fossil energy resources coupled with serious pollution hazards* have triggered a spate of lobbying for stricter federal norms to take necessary corrective actions in the fight against pollution. The maximum acceptable emission level for all road vehicles is constantly being revised* with a view to compel the automobile industry to increase the pace of the development of alternative fuel consumption vehicles* and to stop almost a century of total
reliance on fossil energy resources. The garnering of immense public support has only served to convince the various automobile titans that eco;friendly: is the way to go in order to survive. $ll these development have lead to the metamorphosis of a new concept* the alternate fuel vehicles* #$=C% that run on fuels other than gasoline and diesel. (ome of the practical alternative fuels areD C!(+"%ss%, N&'"&* G&s -CNG Li/'%$i%, P"!+&0% G&s -LNG Li/'%$i%, P"!+&0% G&s -LPG M%h&0!* -M !" 133 Eh&0!* -E !" E 133 Bi! ,i%s%* !" S!# ,i%s%* E*%4"i4i# H#,"!5%0 -F'%* C%** V%hi4*%s
The above mentioned alternative fuel vehicles are vehicles increasingly popular. The latest statistics reveal that there are well around 8.2@ million $=Cs worldwide. The Enited (tates of $merica has 415*555 $=Cs vehicles. 1.2.2 RECENT TRENDS IN THE INDIAN AUTOMOBILE INDUSTRY:
Entil recently* India has the dubious distinction of being the home of some of oldest and least updated cars in the world. The $mbassador* from 9industan motors is still in production and bears the same features and styling as its first models* which =iat rolled out in themed 04@5s these two cars initially revolutionized the Indian roads* but failed to keep pace with the rapidly advancing technology and gradually become blight in the history of the automobile in Indian. Both the $mbassador and the =iat were notorious for not even acknowledging customer grievances and were publicly scorned for continuing to produce age old relics for the Indian consumer.
9owever* India opened up its economy and invited multinational corporations to partake in its future. This cautious liberalization is reflected in the automobile industry* which has seen an unprecedented growth rate in the last decade. Endoubtedly* the firm which heralded the automobile revolution in India was "aruti Edyog -imited and its ?apanese partner (uzuki which introduced the "aruti 155 in India in 041@. The original "aruti 155 was soon updated* and the new version became so successful that it captured 1@F of the market share* and was viewed as the car that established "aruti Edyog -imited as a titan in the domestic passenger car segment. This spectacular success story made global automobile giants look at India as a vast* virtually untapped market with enormous potential. The 0445s saw a host of multinational companies enter different segments in the Indian automobile industry. +over from Britain brought "ontego in estate and saloon guise to replace its standard 7555 model. Peugeot* the =rench car giant launched the 854 in the mid6size car segment. Italian car manufacturer =iat introduced the Eno in the lucrative small car segment. "ercedes Benz also entered India with its luxury /785 and /7@5 3 models. 'lobal players like (koda* Colkswagon* +enault* Toyota* B.".,. and other automobiles heavyweights are closely monitoring the Indian market due to its strategic importance in the $sian sector.
1.6 INTRODUCTION TO THE COMPANY:
M%"4%,%s7 B%08 I0,i& Li(i%, -MBIL is a 055F subsidiary of the 3aimler $' and
one of the first auto joint ventures set up in India. "ercedes Benzs relationship with India dates back to 04@5s when the company introduced trucks into India with local collaboration. The company entered the India market and set up "ercedes Benz6India in 044A.
"ercedes6 Benz India -imited was launched in 044@. It is a joint venture between the 3" 07A6billion Benz $g and +( 05*528 ;crores Tata engineering and -ocomotive o.#Telco%.The company is headed by 3r. Till Breaker de freitas f rom Pune*"aharashtra. In line with 3aimler hryslers corporate philosophy* "ercedes6 Benz India -imited was rechristened 3aimler hrysler India Private -td. It ahs long ; term commitment to the Indian market and has full support of its partner company for its future plans in India. 3aimler hrysler is well aware of the future potential of the Indian automobile market and the tremendous economic power the country can generate. The company is targeting 7@F of the total turnover from $sia. "ercedes6 Benz has been associated with India for more than @5 years Presently* "ercedes GBenz Indias engagement in India covers several domainsD
-ocal production of "ercedes6 Benz cars
"aking available imported "ercedes Benz cars
ommercial vehicle operations
'lobal sourcing of auto components
aptive research and development
"ercedes Benz is also involved with social6oriented programs likeD
Bio fuel from ?atropha
+oad safety project for children
$utomotive education
1.6.1 PROFILE OF SUNDARAM MOTORS:
(undaram "otors started its "ercedes6Benz dealership in &arnataka in the year 7550 and in T> in the year 7557. TC( group is known for the solid and widely acclaimed lineage
of trust* value and service. (undaram "otors believes in total customer satisfaction and constantly strives to improve )uality standards to achieve excellence. $s part of its business philosophy* (undaram "otors inculcates these values in its employees continuously. (undaram "otors is known for its customer centric approach and is a true H!ne6(top6(hopH for customers automotive needs. (howrooms at all locations have been aesthetically designed to offer a truly world class ambience to their customers in their pursuit to own the latest range of cars from the "ercedes6Benz stable on display. 1.6.2 CUSTOMER RELATIONSHIP MARKETING:
"ercedes ;Benz India has developed a world class dealer network across the country with presence in 85 cities. 3aimler hrysler India has dedicated network of "ercedes6 Benz authorized dealerships comprising of 0@ "ercedes6 Benz showrooms and 02 service workshops all across India. The company implemented the J"ercedes6Benz +etail !perating (ystem which ensures that all "ercedes6 Benz dealerships follow standardized retail operating procedures and deliver high standards of service to the customers. The right atmosphere* aesthetic product presentations and )ualified sales personnel who know exactly what a customer is looking for makes buying "ercedes vehicle at a "ercedes6 Benz showroom a truly uni)ue experience. +" as a tool was used to create positive word6of6mouth* to monitor customer experiences and generate referrals. $ series of +" activities were implemented with regular direct communication* events and customer satisfaction surveys* /vents* =estive offers* +ewards Program* etc.
1.6.6 PRODUCT PROFILE:
In the last two years* 3aimler hrysler India has extended the product range to the maximum possible* offering the exclusive customers a variety of "ercedes6 Benz products. The company has been a main contributor to the expansion of the luxury vehicle segment in the Indian market. In ?anuary 7555* the company introduced "ercedes6Benz /6lass #, 705% petrol and / 7753I 3iesels versions with a number of uni)ue additional features. In addition to the companys own manufactured range the "ercedes6Benz (6lass* /6lass and 6lass* 3aimler hrysler India has further expanded the product range to make variety of imported vehicles like "ercedes6Benz (6lass* "6lass* (-&* etc. available to discerning "ercedes Benz customers. The market trend in India in the last couple to years reflects a clear shift in customer preference to words the latest technology* safely* comfort and environmental compatibility. &eeping this is mindK 3aimler hrysler India has been following the product extension stringy with total commitment and offering the latest and most sophisticated technology
MODEL9CLASS:
REVIEWS
C7C*&ss:
The 6lass is a pleasure to beholdD its taut lines lend it an air of effortless superiority while
the
wide
radiator
grille
and
distinctive rear section announce a vehicle
with dynamic personality. CL7C*&ss:
The shape of the -6lass oupe is typical "ercedes6Benz
;Breathtakingly elegant
and dynamic. This is particularly true of the new C 16engine l @55 with 71@ &, #811 hp% and engine - <55 with 815 k, #@02 hp% and an 185 >m tor)ue rating. CLS7C*&ss:
The -(6lass is a dream coupe with four doors* the elegant curves of its sleek roofline stretching between the long front and rear overhangs. The -(6 lass is a 1uni)ue synthesis of design and driving pleasure. E7C*&ss:
The /6lass is a byword for comfort* safety and elegance. omfort of the highest order is a defining attribute of the /6lass.
M7C*&ss:
=or the "6lass* comfort is more than just an opulent interior* the 2 '6T+!>I automatic transmission* with seven forward gears the transmission delivers excellent a acceleration and low fuel consumption. S7C*&ss:
The (6lass is an attitude* an aspiration* a way
of
seeing
things*
in
terms
of
innovative technology* the (6lass has always played a ($=/#+%6 the (6lass has set trends which the rest of the car industry has followed SLK7C*&ss:
The (-&6 lass shows a great deal of respect for the legendary racing car. The (-& is the worlds best ; selling roadster in its class. The uni)ue $I+($+= ensures that (-& drivers can enjoy the top 6down sensation. $nd its arrow G(haped body just oozes classic sports car design.
A A C*&ss:
The $6lass is a ground breaking car and after seven years in production* "ercedes Benz sold over 0.06 million units of the model. The all6new $6lass is available with a choice of six engines #8 petrol and 8 diesel and in lassic* lassic (/* /legance (e and $vant6 'arde (/ trim levels.
9$PT/+ 7
-IT/+$TE+/ +/CI/,
OPERATIONAL CHALLENGES IN THE AUTOMOBILE INDUSTRY: A 4"ii4&* "%i%; !$ *i%"&'"%
2.1 INTRODUCTION: The critical time and effort put into keeping up with scheduled maintenance can save customers money in the long run. There are procedures and checks that the car needs at varying intervals. $ll vehicle manufacturers have developed a maintenance schedule and service intervals that are specific to each car model* however* many times it is difficult to follow regular maintenance checklists. +egular maintenance of vehicles is vital to obtain optimum performance for longer duration.
2.2 METHODOLOGY: The literature review was carried out to identify the previous research efforts and directions related to the main area of this research. The objective was to identify the research gaps. This review presents the underlying pattern of evolution of thoughts and ideas in the selected domain i.e. automobile service sector. (imilarly* to the extent possible* care was taken to reproduce the original terminology used by the authors* to preserve the originality of the views. The literature review addressed various issues encompassing the field of service )uality evaluation* especially in relation to automobile sectorK however* related and relevant literature was also used for theorization* so that the conclusions of this study would be more reliable as well as valid. This chapter is an effort of deductive reasoning methodology that was carried out to identify various issues encompassing the service )uality in automobile sector.
2.6 AUTOMOBILE SECTOR 7 SERVICE
positive relationship with perceptions of service )uality. $ndaleeb and Basu #0441% studied the relationship between customers overall evaluation of service )uality. The findings indicated that the empathy demonstrated by the service provider was important only when the service was not under warranty. =airness and reliability were found to be important when there was no warranty and their effects were heightened warranty.
The
influence
of
responsiveness
by the
presence
of
and convenience were significant and
remained the same for products with or without warranty.
2.= CUSTOMER SATISFACTION: Brown and -am #7551% reported that there is strong relationship between employee job satisfaction and customer satisfaction and perceived service )uality. $uthors used path analytic
model
and
concluded
that
customer6perceived
service
)uality
completely mediates the relationship between employee job satisfaction and customer satisfaction. 3abholkar and $bston #7551% have proposed a conceptual framework that highlights the role of internal marketing as a tool for enhancing the competitive advantage gained by strategically considering the customer contact employees role as external customer*
which ensures
customer
satisfaction.
$dela
#7554%
reported that every
company and every team is concerned today about the service )uality in automotive industries because of there is a perfect correlation between the level of the first time service )uality and customer loyalty.
2. CONCLUSION: (ervice )uality is the backbone of automobile sector. The growth of this sector has seen tremendous association with the innovative measures taken by the industry to manage and improve the service )uality. The phenomenon of globalization has made the industries view customer satisfaction in entirely new way. Those industries* which have given this aspect
#customer
satisfaction%
improvements in their bottom line.
its
due
importance
have
witnessed sustainable
9$PT/+ 8
!B?/TIC/ != T9/ (TE3L
OB>ECTIVE OF THE STUDY
2.1 OB>ECTIVE OF THE STUDY: The study has been under taken to analyze the customer satisfaction towards "ercedes6Benz in oimbatore with a special reference to the (undaram motors* the following are the objectives of the studyD
To gather information about customer satisfaction toward "ercedes6Benz in the geographic region of oimbatore.
To know the customer perception about features* maintenance cost and looks of cars of "ercedes6Benz.
To know the customer satisfaction about the safety and comfort provided by the cars of "ercedes6Benz.
To provide suggestions* in improving the customer satisfaction and the company sales and profitability.
To find the popularity of "ercedes Benz.
To analyze the factors which in influence their decisions
To know the customer satisfaction towards the after sales services offers by "ercedes6 Benz.
2.2 SCOPE OF THE STUDY: The study is based on the market survey conducted for (undaram "otors in oimbatore city. The main scope of "ercedes Benz is as followsD
The scope of study is limited to the respondents are selected from in and around oimbatore.
The project is carried out for the period of 1 weeks only.
"easurement of customer satisfaction is complex subjects* which uses non6objectives method* which is not reliable.
The sample unit was also 055 respondents.
9owever* "ercedes6Benz showrooms are located in other places i.e. locally and even in the neighboring states. !nly opinion of respondents of >ew 3elhi was consider for finding out the opinions of respondents.
9$PT/+ A
+/(/$+9 "/T9!3!-!'L
RESEARCH METHODOLOGY =.1 INTRODUCTION TO THE STUDY: This chapter aims to understand the research methodology establishing a framework of evaluation and revaluation of primary and secondary research. The techni)ues and concepts used during primary research in order to arrive at findingsK which are also dealt with and lead to a logical deduction towards the analysis and results. This study is based on customer satisfaction of "ercedes Benz in India.
=.2 STATEMENT OF PROBLEM: In the automobile sector* four wheelers play a vital role and contribute to the economic growth of the country. The characteristics and nature of the India are very difficult to understand and the defined population of the country has been divided in to different social classes* namely high class* middle class* and lower class* $s four wheelers are owned by the upper middle class and higher6 class people* the present study tries to analyze the opinions of the customer* why they prefer particular service center for getting their car serviced repaired.
=.6 NEED OF THE STUDY: There are many players in the market namely (undaram "otors and "ercedes $uto 9ence customers have many choices. The need of the study was to determine the consumers mindset towards present "ercedes ; Benz care and its service. 0. It is necessary to know the responses of the consumers regarding the service expenses* )uality of work* performance etc. of the service center which they prefer.
7. It is important to know the trend awareness of customers towards the service center* which they prefer. 8. It is necessary to know the present competition to T M T "otors so that company can upgrade its product and marketing strategies. A. It is necessary to know the desire of the customer* what they expect from the service center and what steps should be taken by the service center to fulfill the expectations of its customers.
=.= RESEARCH METHODOLOGY OF THE STUDY: =.=.1 RESEARCH METHODOLOGY:
$ research process consists of stages or steps that guide the project from its conception through the final analysis* recommendations and ultimate actions. The research process provides a systematic* planned approach to the research project and ensures that all aspects of the research project are consistent with each other. +esearch studies evolve through a series of steps* each representing the answer to a key )uestion. =.=.2 RESEARCH DESIGN
I propose to first conduct a intensive secondary research to understand the full impact and implication of the industry* to review and criti)ue the industry norms and reports* on which certain issues shall be selected* which I feel remain unanswered or liable to change* this shall be further taken up in the next stage of exploratory research. This stage shall help me to restrict and select only the important )uestion and issue* which inhabit growth and segmentation in the industry. The various tasks that I have undertaken in the research design process are D
3efining the information need. 3esign the exploratory* descriptive and causal resear ch.
=.=.6 RESEARCH PROCESS
The research process has four distinct yet interrelated steps for research analysis
It has a logical and hierarchical orderingD
3etermination of information research problem. 3evelopment of appropriate research design. /xecution of research design. ommunication of results.
/ach step is viewed as a separate process that includes a combination of task * step and specific procedure. The steps undertake are logical* objective* systematic* reliable* valid* impersonal and ongoing.
=. SOURCE OF DATA: The main sources of data are as followsD =..1 PRIMARY DATA:
>ew data gathered to help solve the problem at hand. $s compared to secondary data which is previously gathered data. $n example is information gathered by a )uestionnaire. Nualitative or )uantitative data that are newly collected in the course of research* onsists of original information that comes from people and includes information gathered from surveys* focus groups* independent observations and test results. 3ata gathered by the researcher in the act of conducting research. This is contrasted to secondary data* which entails the use of data gathered by someone other than the researcher information that is obtained directly from first6hand sources by means of surveys* observation or experimentation. P"i(&"# ,&& is )&si4&**# 4!**%4%, )# 5%i05 /'%si!00&i"% $i**%, )# h% "%s+!0,%0s. =..2 SECONDARY DATA:
Information that already exists somewhere* has been collected for another purpose. (ources include census reports* trade publications* and subscription services. There are two types of secondary dataD internal and external secondary data. Information compiled inside or outside the organization for some purpose other than the current investigation +esearching information* which has already been publishedO "arket information compiled for purposes other than the current research effortK it can be internal data* such as existing sales6tracking information* or it can be research conducted by someone else* such as a market research company or the E.(. government. S%4!0,&"# s!'"4% !$ ,&& 's%, 4!0siss !$ )!!?s &0, ;%)si%s
"y proposal is to first conduct a intensive secondary research to understand the full impact and implication of the industry* to review and criti)ue the industry norms and reports* on which certain issues shall be selected* which I feel remain unanswered or liable to change* this shall be further taken up in the next stage of exploratory research.
=.@ DESCRIPTIVE RESEARCH:
The following are the steps in the descriptive researchD
(tatement of the problem
Identification of information needed to solve the problem
(election or development of instruments for gathering the information
Identification of target population and determination of sampling Plan.
3esign of procedure for information collection
ollection of information
$nalysis of information
'eneralizations andor predictions
=. DATA COLLECTION:
3ata collection took place with the help of filling of )uestionnaires. The )uestionnaire method has come to the more widely used and economical means of data collection. The common factor in all varieties of the )uestionnaire method is this reliance on verbal responses to )uestions* written or oral. I found it essential to make sure the )uestionnaire was easy to read and understand to all spectrums of people in the sample. It was also important as researcher to respect the samples time and energy hence the )uestionnaire was designed in
such a way* that its administration would not exceed A6@ mins. These )uestionnaires were personally administered. The first hand information was collected by making the people fill the )uestionnaires. The primary data collected by directly interacting with the people. The respondents were contacted at shopping malls* markets* places that were near to showrooms of the consumer durable products etc. The data was collected by interacting with 755 respondents who filled the )uestionnaires and gave me the re)uired necessary information. The respondents consisted of housewives* students* businessmen* professionals etc. the re)uired information was collected by directly interacting with these respondents.
=. DETERMINATION OF SAMPLE PLAN AND SIE: =..1 TARGET POPULATION:
It is a description of the characteristics of that group of people from whom a course is intended. It attempts to describe them as they are rather than as the describer would like them to be. $lso called the audience to be served by our project includes key demographic information #i.e.K age* sex etc.%.The specific population intended as beneficiaries of a program. This will be either all or a subset of potential users* such as adolescents* women* rural residents* or the residents of a particular geographic area. Topic areasD 'overnance* $ccountability and /valuation* !perations "anagement and -eadership. $ population to be reached through some action or interventionK may refer to groups with specific demographic or geographic characteristics. The group of people you are trying to reach with a particular strategy or activity. The target population is the population I want to make conclude an ideal situationK the sampling frames to matches the target population. $ specific resource set that is the object or target of investigation. The audience defined in age* background* ability* and preferences* among other things* for which a given course of instruction is intended. I have selected the sample through (imple random (ampling =..2 SAMPLING FRAME:
This involves figuring out how many samples one need. The numbers of samples you need are affected by the following factorsD
Project goals
9ow you plan to analyze your dataO
9ow variable your data are or are likely to beO
9ow precisely you want to measure change or trendO
The number of years over which you want to detect a trendO
9ow many times a year you will sample each pointO
9ow much money and manpower you haveO
=..6 SAMPLE SIE:
I have targeted 055 people in the age group above 75 years for the purpose of the research. The target population influences the sample size. The target population represents the oimbatore regions. . The people were from different professional backgrounds. The details of our sample are explained in chapter named primary research where the divisions are explained in demographics section.
=. ERRORS IN THE STUDY INTERVIEWER ERROR
There is interviewer bias in the )uestionnaire method. !pen6ended )uestions can be biased by the interviewers views or probing* as interviewers are guiding the respondent while the )uestionnaire is being filled out. The attitudes the interviewer revels to the respondent during the interview can greatly affect their level of interest and willingness to answer openly. $s interviewers* probing and clarifications maximize respondent understanding and yield complete answers* these advantages are offset by the problems of prestige seeking* social desirability and courtesy biases.
The )uestionnaire designing has to careful so that only re)uired data is concisely reveled and there is no redundant data generated. The )uestions have to be worded carefully so that the )uestions are not loaded and does not lead to a bias in the respondents mind RESPONDENT ERROR
The respondents selected to be interviewed were not always available and willing to co operate also in most cases the respondents were found to not have the knowledge* opinion* attitudes or facts re)uired additionally uninformed response errors and response styles also led to survey error. SAMPLING ERROR
,e have taken the sample size of 0@5* which cannot determine the buying behavior of the total population. The sample has been drawn from only >ational apital +egion.
=.13 LIMITATIONS OF THE STUDY:
3espite all possible efforts to make analysis more compressive and scientific* a study of the present kind is bound to have certain limitations. The present study is an empirical work presented in a descriptive manner. (ince the objective to the study will meet this kind of analysis* no attempt has been made to provide a conceptual analysis. 9owever the role of automobile in the development of the economy and future prospects have been rightly understood and explained. There are always certain limitations of interview method* observation techni)ue and )uestionnaire method. 3ue to time constraints and other supporting factors the study has been limited only to the customers of (undaram "otors #"ercedes Benz% service center* =urther it is inevitable in a study of this kind that time analysis has to be done based on the opinion and attitudes of the dealers. In such cases the results at best re near to truth. 9owever an honest attempt has been made to report and analyze the opinions of the dealer.
9$PT/+ @
3$T$ $>$-L(I( $>3 I>T/+P+/T$TI!>
T&)*% .1
sh!;i05 h% !%"&** %+%"i%04% !$ 4's!(%"s ;ih M%"4%,%s7B%08 4&"
S&(+*% Si8%
D%*i5h%,
S&is$&4!"#
U0s&is$&4!"#
>o. of
<@
85
@
+espondents Percentage
<@
85
@
(ourceD Primary 3ata A0&*#sis
!ut of 055 respondents* <@ are delighted with their experience of "ercedes Benz car* followed by 85 respondents who are satisfied with their "ercedes Benz car and there are only @ customers who are unsatisfied with their car.
G"&+h N!. .1: Dis"i)'i!0 sh!;i05 h% !%"&** %+%"i%04% !$ 4's!(%"s ;ih M%"4%,%s7B%08 4&"
80 70 60 50 40 30 20 10 0 Delighted
Satisfactory
Unsatisfactory
I0%"$%"%04%:
<@F of the customers are delighted with their experience of "ercedes Benz car* followed by 85F respondents who are satisfied with their "ercedes Benz car and there are only @F customers who are unsatisfied with their car.
T&)*% .2
Sh!;i05 h% (%h!, !$ +&#(%0
S&(+*% si8%
>o. of
C&sh
Fi0&04%
L%&s%
<
<1
7<
<
<1
7<
+espondents Percentage
(ourceD Primary 3ata A0&*#sis
<1 of the respondents purchased the car through finance* followed by 7< respondents who purchased the car through lease. !nly < respondents purchased the car by paying cash.
G"&+h N!. .2: Dis"i)'i!0 sh!;i05 h% M%h!, !$ P&#(%0
I0%"$%"%04%:
"ost of the owners brought the car through finance #<1F% followed by taking lease #7
T&)*% .6
Sh!;i05
h%
$&4!"s
i0$*'%04i05
h% "%s+!0,%0s ,%4isi!0
+'"4h&si05 h% 4&"
S&(+*% si8%
S%*$
S+!'s%
Chi*,"%0
F"i%0,s 9 R%*&i%s
>o. of
AA
77
5
8A
AA
77
5
8A
+espondents Percentage
(ourceD Primary 3ata A0&*#sis
!ut of the 055 respondents* AA respondents make their own decision to buy the carK their friends and relatives influence the decision of 8A respondents. !nly 77 of the respondents decision to purchase the car are influenced by their spouse.
;hi*%
G"&+h N!. .6: Dis"i)'i!0 sh!;i05 $&4!"s i0$*'%04i05 h% +'"4h&s% ,%4isi!0
50
40
30
20
10
0 Self
Spouse
Children
Friends!elati"es
I0%"$%"%04%:
"ost of the "ercedes ; Benz car owners took their own decision to buy the car themselves #AAF%. (ome of them are influenced by their friends and relatives #8AF%. $nd only 77F of them are influenced by their family to buy a car.
T&)*% .=
S&(+*% Si8%
sh!;i05 h!; h% 4's!(%" s%%s & M%"4%,%s7B%08 C&"
F&(i*# C&"
C!"+!"&% C&"
E%4'i% C&"
7<
75
@A
7<
75
@A
>o. of +espondents Percentage
(ourceD Primary 3ata A0&*#sis
!ut of the 055 respondents* @A respondents received saw "ercedes Benz as an executive car* followed by 8< respondents who saw it as a family car. 75 respondents saw it as a family car.G"&+h N!. .=: Dis"i)'i!0 sh!;i05 h% s!'"4%s !$ i0$!"(&i!0
70
60
50
40
30
20
10
0 Fa#ily Car
Corporate Car
%&ecuti"e Car
I0%"$%"%04%:
@AF of the customers saw "ercedes Benz car as an executive car followed by 7
T&)*% .
S&(+*% si8%
sh!;i05 h% %$$i4i%04# !$ s%"i4i05 $&4i*ii%s !$ M%"4%,%s7B%08 D%*hi
E4%**%0
G!!,
A%"&5%
P!!"
@7
8A
05
A
@7
8A
05
A
>o. of +espondents Percentage
(ourceD Primary 3ata A0&*#sis
!ut of the 055 respondents* @< respondents felt that "ercedes Benz has excellent servicing facilities* followed by 8A respondents expressing good servicing facilities. 05 respondents felt that the servicing facilities were average and A respondents felt that the servicing facilities were poor.
G"&+h N!. .: Dis"i)'i!0 sh!;i05 &&i*&)i*i# !$ s+&"% +&"s
60
50
40
30
20
10
0 %&cellent
'ood
("erage
)oor
I0%"$%"%04%:
"ost of the owners expressed the term excellent regarding the servicing facilities of "ercedes6Benz #@7F%* followed by good #8AF% and average #05F%. 9owever AF of the respondentsowners expressed the term poor. "ercedes6Benz needs to rectify this by providing better servicing facilities to its customers at fair prices.
T&)*% .@
S&(+*% si8%
sh!;i05 h% &&i*&)i*i# !$ s+&"% +&"s $!" M%"4%,%s7B%08 C!i()&!"%
E4%**%0
G!!,
A%"&5%
P!!"
A<
8A
0A
<
A<
8A
0A
<
>o. of +espondents Percentage
(ourceD Primary 3ata A0&*#sis
!ut of the 055 respondents* A< respondents felt that "ercedes Benz has excellent availability of spare parts* followed by 8A respondents expressing good availability of spare parts. 0A respondents felt that the availability of spare parts was average and < respondents felt that the availability of spare parts was poor.
G"&+h N!. .@: Dis"i)'i!0 sh!;i05 &&i*&)i*i# !$ s+&"% +&"s
60
50
40
30
20
10
0 %&cellent
'ood
("erage
)oor
I0%"$%"%04%:
"ost of the owners expressed the term excellent regarding the availability of spare parts for "ercedes6Benz #A
T&)*% .
sh!;i05 h% 4!s !$ s+&"% +&"s !$ M%"4%,%s7B%08
S&(+*% si8%
>o. of
Hi5h
R%&s!0&)*%
A5
<5
A5
<5
+espondents Percentage
(ourceD Primary 3ata A0&*#sis
<5 out of the 055 respondents owners expressed their satisfaction regarding the cost of spare parts for the car. A5 respondents felt that the cost of spare parts is high. "BI- should communicate the )uality of its spare parts to eliminate the conception of high price among its customers.
G"&+h N!. .: Dis"i)'i!0 sh!;i05 h% 4!s !$ s+&"% +&"s
I0%"$%"%04%:
"ost of the owners expressed their satisfaction regarding the cost of spare parts for the car #<5F%. 9owever some of the respondents felt that the cost of spare parts is high #A5F%. "BIshould communicate the )uality of its spare parts to eliminate the conception of high price among its customers.
T&)*% .
S&(+*% Si8%
sh!;i05 h% s!'"4% !$ i0$!"(&i!0 &)!' M%"4%,%s7B%08 C&"
P"i0 M%,i&
Vis'&* M%,i&
O',!!"
Oh%"s
8<
5
05
@A
8<
5
05
@A
>o. of +espondents Percentage
(ourceD Primary 3ata A0&*#sis
!ut of the 055 respondents* @A respondents received information regarding "ercedes Benz from friends* relatives and other sources* followed by 8< respondents who received the information through print media. !nly 05 respondents received the information from outdoor media. 9owever no respondents received information from visual media.
G"&+h N!. .: Dis"i)'i!0 sh!;i05 h% s!'"4%s !$ i0$!"(&i!0
70
60
50
40
30
20
10
0 )rint *edia
+isual *edia
,utdoor
,thers
I0%"$%"%04%:
The first source of information for "ercedes6Benz car owners is through friends* relatives and other sources #@AF%* followed by print media #8
T&)*% .
S&(+*% si8%
sh!;i05 h% +"!(!i!0 s"&%5# !$ M%"4%,%s7B%08 i0 C!i()&!"%
E4%**%0
G!!,
A%"&5%
P!!"
1
75
AA
71
1
75
AA
71
>o. of +espondents Percentage
(ourceD Primary 3ata A0&*#sis
$lthough the present customers have no interest in the promotion strategy of "ercedes6Benz in 3elhi but the survey figure is not satisfactory. "BI- should give more importance on its promotion strategy that should include the satisfied customers also.
G"&+h N!. .: Dis"i)'i!0 sh!;i05 h% +"!(!i!0 s"&%5#
60
50
40
30
20
10
0 %&cellent
'ood
("erage
)oor
I0%"$%"%04%:
1F of the respondents felt that the promotion that the promotion strategy of "ercedes Benz was excellent* followed by 75F who felt it was good and AAF felt that the promotion strategy was average. ,hoever 71F felt that the promotion strategy was average. 9owever 71F felt that the promotion strategy was poor.
T&)*% .13
sh!;i05 h% C!(+&"is!0 )%;%%0 & M%"4%,%s7B%08 4&" &0, &0 i(+!"%, *''"# 4&"
S&(+*% si8%
>o. of
E4%**%0
B%%"
G!!,
P!!"
8A
A<
75
5
8A
A<
75
5
+espondents Percentage
(ourceD Primary 3ata A0&*#sis
!ut of 055 respondents* 8A respondents felt that "ercedes Benz car was excellent* followed by A< respondents who expressed the "ercedes Benz car was better. 75 respondents felt although the "ercedes Benz car was good it was at par with the imported luxury car. >one of the respondents felt that "ercedes Benz car was poor or worse than the imported luxury car.
G"&+h N!. .13: Dis"i)'i!0 sh!;i05 h% 4!(+&"is!0 )%;%%0 M%"4%,%s B%08 C&" &0, &0 i(+!"%, *''"# 4&"
60
50
40
30
20
10
0 %&cellent
'ood
("erage
)oor
I0%"$%"%04%:
8AF of the respondents felt that "ercedes Benz car was excellent* followed by Aone of the respondents felt that "ercedes Benz car was poor.
9$PT/+ <
(E''/(TI!>( M +/!""/>3$TI!>
SUGGESTIONS: $fter collecting the data from various sources and analysis of the findings* the suggestions and recommendations are given belowD 0.
The service augmentation and service )uality play an extremely important and pivotal role in overall customer satisfaction =or this purpose the company can adopt the following measuresD
To take reasonable time of servicing.
7.
To keep an inventory of spare parts to serve the customer promptly.
To give free wash every time the customer comes in for a service.
The company should adopt an aggressive promotional strategy its market segment to keep ahead of the competitors. The company can undertake the following activities
To arrange the grand "ercedes6Benz rallyK this will get massive coverage in all leading newspapers and car magazines.
To advertise in all leading newspapers* car magazines and auto journals.
To sponsor a 'olf Tournament at the 3elhi 'olf club.
To make a giant "ercedes6Benz model on the road to the airport and other important landmark.
8.
To sponsor a cultural program or fashion show in a five star hotel.
To telecast T.C advertisements.
The company can launch a number of new products and create a new segment for the product in the market.
A.
The company can enhance its indigenization level to cut costs.
@.
The company can provide a finance counter in the showroom to ensure easy availability of finance to the customers.
<.
The company can organize a "ercedes6Benz club. =or this purpose the company can do the following thingsD
To arrange rallies* among owners and enthusiasts.
$rrange various cultural and fashion programs.
To send a greeting card and flowers on the customers birthday and anniversary.
To arrange an annual meeting of all "ercedes6Benz owners as this will enhance interaction among them.
2.
$lthough the price of a "ercedes Benz ar is very high* the company is planning of launch other categoriesmodels with lower price targeted at a younger market segment.
9$PT/+ 2
!>-E(I!>(
CONCLUSIONS: "ercedes6Benz is an established company and well known company. $fter the market survey and analysis* following are the conclusions regarding customer satisfaction and the marketing strategy of the company 0.
The brand image of the company is excellent. "ercedes Benz enjoys a better reputation than all of its competitors.
7.
In all aspects of customer satisfaction* the company is way ahead of the competition and the industry average.
8.
"ercedes Benz is an environmentally conscious company and is a pioneer in the research and development of alternate technologies and fuels. "ercedes Benz is also involved with social6oriented programs likeD
A.
Bio fuel from ?atropha
+oad safety project for children
$utomotive education
The product )uality of the company is of the highest standard in the industry. It follows the stringiest )uality control measures.
@.
Its safety measures and technical performance are benchmarks in the industry.
$lthough "ercedes Benz is a leading car manufacturer* the company faces certain challenges and problems in terms of its pricing and promotion strategy. The company needs to overcome these challenges in order to be even more successful in target market segment. (ome of the challenges faced by the ompany areD 0.
-ack of indigenization level leads to high price of its products. "ercedes Benz needs to considerably reduce the costs at all levels of production and distribution.
7.
The promotional strategy is not aggressive enough as compared to the competitors. "ercedes Benz has no advertisements on the T.C. or the radio.
8.
The company as only a limited number of dealers and service stations in the country. $s a result the company is at disadvantage as compared to some of its competitor* who N,7(8888 has a widespread network of dealers and service stations across the country. In conclusion I would say that the brand "ercedes Benz is )uite known to peoples.
"ercedes Benz has built its customer satisfaction among a relatively large number of people in an around oimbatore. The customers are aware largely of the product with the help of Television and the product still has a way to increase its advertising channels to reach the relatively large number of people. "ost of the customers are satisfied with the features and services of "ercedes Benz but there is always a scope of improvement in every field.
