dealer satisfaction

Summer Project ReportOn

On the topic “Dealer Satisfaction”

Prepared by:

GAURI GUPTA (BBA-IV)

Reg. No. =3020070016

Course Code - 127

Project Guide:

Naresh Yadav

Submitted to:

Mr. Rohan Sharma

Lovely professional university

AUTHORISATION

1

A.G.Industries private limited has always endeavoured to provide the best products and

services to its customers and business associates. An essential aspect of this effort is the

continuous assessment of our performance.

This part of assignment is handed over to the study and understands the needs of the

company. The company allows the representative to conduct thorough study and detail

analysis about the satisfaction of dealers and distributors of leading automobile manufacturer.

A.G.Industries permits the representative to use all research methodologies and tools to

conduct this study. And during this tenure of study the company promises to cooperate with

the representative in all his possible needs. The project report is submitted as partial

fulfilment of the requirement of BBA program of Lovely Professional University.

ACKNOWLEDGEMENT

2

The satisfaction and delight that accompanies the completion of any task would be

incomplete without mentioning the people who made it possible with their constant guidance

and encouragement which put the finishing touch to all the efforts with success.

I Gauri Gupta who have been pursuing my internship in A.G.Industries private limited extend

my intense gratitude and respect to my company guide Naresh Yadav, for providing a

learning platform. I express my deep sense of gratitude and sincere thanks to him for his

valuable guidance.

I would like to thanks my parents, who helped me thoroughly for shaping out things well in

order. I would like to express my deepest gratitude to Mr. ROHAN SHARMA(Coordinator,

Lovely Professional University, Phagwara) for extending all the required facilities to carry

out the project without any hindrance.

I express my special thanks to the management of A.G.Industries Private limited, Lovely

Professional University and all others who helped directly or indirectly in executing the

project.

Thanking you

Miss Gauri Gupta.

ABSTRACT

3

The project is about the dealer satisfaction study of a leading automobile firm. Dealers being

the link between the customers and the firm, their satisfaction are of utmost importance to the

firm.

This project has different stages, namely, primary research, analysis of collected data and

forming interpretations and finally preparation of report. Under primary research framing of

questionnaires and collection of primary data were done. Brainstorming was the initial step to

carry on the research process. It was done to understand the requirements of the clients and

the methodologies to be carried out in the research process. Questionnaires were framed to

obtain the information from the dealers without bias.

The framed questionnaires were tested and were carried to the field for investigations. The

dealers were interviewed and their responses were recorded in the questionnaires. The

recorded research data were then entered in the system for further analysis. Data were

interpreted and studied statistically. Thus the interpreted data were interpreted data were

illustrated and were analysed graphically.

The analysis shows that most of the dealers were satisfied and some of them were highly

satisfied or delighted. The dealers who were dissatisfied were due to the spare parts non-

availability. The dissatisfied customers can converted into satisfied customers by improving

the spares availability and required models in time.

ABOUT THE COMPANY

4

INDUSTRIES ARE AN ANCILLARY UNIT OF HERO HONDA GROUP OF COMPANIES…………..

A leading manufacturer of plastic Auto component injection moulded parts in India; AG is a

Direct on Line (DOL) supplier approved by Hero Honda Motors Limited. Established in

1993, it has today diversified into a reputed business entity in the plastics moulding sector.

AG Industries is an ancillary unit of the acclaimed Hero Honda group of companies. A

leading manufacturer of plastic Auto component injection moulded parts in India, AG is a

Direct on Line (DOL) supplier approved by Hero Honda Motors Limited.

Established in 1993 as a small business unit in Gurgaon to serve

motor cycle joint venture Hero Honda, it has today diversified

into a reputed business entity from the plastics sector. The

company's expertise lies in manufacturing a wide range of plastic

components for the automotive sector.

GURGAON UNIT

It has been accredited by Modern Plastics as '50 Notable Plastic

component Moulder' in the world. AG Industries has strength of

over 1900 skilled & unskilled personnel who share the same

passion to excel and contribute towards its continued success in

the plastic molding industry.

MANESAR UNIT

AG’s core expertise lies in:

5

Injection Moulding PU Painting AIR bag cover manufacturing

MANAGEMENT

AG Industries is the culmination of the far sighted vision of its Managing Director, Ms. Geeta

Anand. She has been recently identified as one the top 50 Indian female entrepreneurs

leading the industrial manufacturing scenario. She has also been a proud recipient of the

prestigious Bhartiya Udyog Ratan Award by IEDRA in the year-

2006.

The company has witnessed exponential growth under her

dynamic leadership and continues to prosper with new ventures and strategic diversifications

in its product range

.Backed by her entrepreneurial capabilities, experienced technical

employees and a focused management, AG Industries has

evolved as a preferred supplier to leading industry NAMES……

OUR TEAM

6

AG Industries has a highly dedicated staff of 1900 personnel

and it boasts of a fully fledged research and development

department.

The big work force of the company comprises skilled and semi skilled workers, technicians, a

qualified and experienced team of engineers and supporting professionals. This team has the

expertise of handling large scale production without compromising on the quality of the

products. It works closely with the customers of the company in order to understand their

needs in terms of productivity, cost and after-sale support.

This experienced and committed team has earned an enviable reputation for delivering high quality products.

MILESTONES

7

FUTURE PLANS

8

AG Industries has setup an exemplary business model in the injection mouldings industry. It

is consistently striving to further upgrade its services by adding new & advanced machinery

to its setup.

The company has well laid out plans to diversify in the following areas:

Upcoming unit in Bawal

Upcoming unit at Chennai

Product diversification

Tool designing and manufacturing facilities

Contract Manufacturing

Designing and development of advanced engineering products

AG Industries today holds an unparalleled advantage in the industry. Its strategic approach

towards Quality, cost & delivery has made it a reputed name in the plastic products

manufacturing in India.

INFRASTRUCTURE

9

The company has installed 76 high-end injection moulding machines ranging from 150 tons

to 1300 tons. These include JSW all electric injection moulding machines from Japan, L&T

and Ferromatik Milacron.

A true customer-centric organization, AG Industries is equipped with necessary resources and

manpower to meet exacting demands of its clients. Today, the company has evolved as a

leading industry brand with three manufacturing units at Gurgaon, Manesar and Haridwar

converting over 18200 tons of engineering plastics per annum..

To achieve unmatched precision, moulds are developed from local as well as international

sources as per the requirements of various OEM’s. The company has been associated with

leading tool manufacturer of Korea & Taiwan to get best quality moulds.

The company has a full-fledged PU painting facility from HAYDEN (Germany) &

WURSTER (Germany). Besides, it has sophisticated facilities for assembly of parts like Air

Cleaners, Fender Rear and Box Battery of different models of motorcycles.

AG is the first Indian company to have technical tie up with KD Corporation, Korea, a world

leading Air Bag Cover manufacturing company. The product is supplied to Auto Liv India

for the Air Bag assembly of Maruti Suzuki, Ford and Tata Motors among others.

All the units are equipped with essential auxiliary equipments required for precision

moulding like mould temperature controller, chillers, hot runner temperature controller etc.

COMMITMENT

10

The company has been bestowed with a ‘Best Safety Award’ by the Govt. of Haryana for

its commitment towards safe work place.

As a mark of a true leader, AG Industries not only excels in

plastic products but also makes a conscious effort towards

sustainable development. It has successfully attained

certifications like ISO 14001 & ISO 18001 for practicing eco-

friendly and safe manufacturing methods..

As an endeavour towards employee welfare, the company

boasts of facilities like sanatorium, cafeteria, recreation and

medical facilities.

As part of committed Company Social Responsibility (CSR) AG has adopted a village,

Jeetpura, Haryana. To provide basic necessities like drinking water, computer education,

play ground etc

\

PRODUCTS

11

Today AG Industries is meeting the growing demands of the market with an impressive of

range high quality plastic products.

The company manufactures premium quality plastic moulded components which are used

in various sectors like automotive, engineering and consumer durables sector. The

components are manufactured as per demands and specifications provided by different

companies and are in conformity with international standards.

AG Industries strives hard for optimum customer satisfaction by constantly upgrading its

product range.

OBJECTIVE OF THE PROJECT

12

The main objectives of the project – “Dealer satisfaction study of leading automobile

manufacture” for A.G.Industries private limited is as follows:

To conduct survey on satisfaction of the top management and middle management

in dealership of the automobile firm.

To identify the satisfaction and dissatisfaction causing parameters and how and to

what extent it affects the performance of employees.

Suggesting possible ways by which the dissatisfaction level could be brought down.

To learn the uses of statistical tools in bringing about conclusions based on

responses obtained in questionnaires.

The project has three stages namely:

1. Primary research

2. Analysis of collected data

3. Report preparation

The initial stage began with customer’s proposed order to A.G.Industries private limited.

The research firm assigned the task to its research team. The goals and objective of the

project was framed. Te entire process and flow of the project is explained in the following

stages:

1.PRIMARY RESEARCH

The primary data was collected directly from the respondents using data collection methods

like survey interviews, questionnaires, direct observation or tabulation. Use of internet for

primary data collection is still in its infancy. The primary research includes various stages

namely:

a. Brainstorming

b. Designing of questionnaire

c. Analysis of questionnaire

d. Approval of questionnaire

e. Field investigation

f. Recording data and feedback

13

These stages are explained below in detail:

a. BRAINSTORMING

The research team observed the requirements of the automobile manufacturer. Thus

customer needs and the requirements were analysed. Thus after understanding the needs of

the customers the research team brainstormed and prioritized the methodologies and

structure of the research.

As an outcome of brainstorming the project was assigned to many representatives to study

the satisfaction of dealers and distributors of automobile manufacturer.

b. DESIGNING OF THE QUESTIONNAIRE

Thus according to the requirements of the clients the questionnaires were designed. These

questions helped to extract the real picture and mindset of the dealers.

The satisfaction study based questions has three different types namely the delight

questions, dissatisfaction questions and the normal point rate ranking questions. There were

other structured closed and open ended questions. These questions helped to understand the

dealers knowledge in business policies, terms, advocacy, overall satisfaction, latest

developments and suggestions.

Questions to study the communication flow of the organisation were also prepared.

Questions of advocacy, loyalty, reliability, and general feedback were also framed to

understand the mindset of the dealers and distributors.

The distribution channel of A.G.Industries has two parts namely the dealers and the service

channel. A dealer set of questionnaire has four people to be interviewed. These people

include owner of the dealership/ general manager of dealership, sales manager, service

manager and spares manger.

Thus there are two different sets of questionnaires for service channel. The people who

were interviewed were the authorised service station owners/ service managers and the

spares managers of service stations.

The questionnaires were designed in a fashion that the questionnaire remains same with all

the candidates but the attributes vary according to their levels in management.

14

c. TEST OF QUESTIONNAIRE

The overall structured questionnaire was analysed completely and was revised with slight

modifications. The questionnaire was analysed by a team of researchers and quality

analysts. Thus the designed samples were tested and design of the questionnaire was

checked fool proof.

d. APPROVAL OF THE QUESTIONNAIRE

The structured questionnaire was matched with client’s requirement and was approved for

further field investigation by the client. The attributes and show cards were printed

according to the requirement after the approval of the questionnaire.

e. FIELD SURVEY

This was done so that they can communicate and get the output without bias. This was

counter method to reduce expenses as the preferred locations are usually native place. The

investigation field plays an key role as the entire project was based on the results of the data

recorded.

This stage was an expensive stage as primary research data collection requires face to face

interaction and time consuming process. The data collected were recorded and brought

along with the questionnaire

f.FIELD FINDINGS

The needs and complaints of the customers were understood and recorded. Some of the

field findings or observations which were found from the respondents across the field were

listed below.....

Biasness in responding to the questionnaires.

Reluctance to respond to the questions.

The data about the dealers were not updated.

Difficult to fix appointments and to cover the target on time.

Dealers were looking forward for prompt payment systems from the company

Dealers were not satisfied with the availability of spare parts for old model

vehicles were not available.

15

Dealers were happy with the overall satisfaction with the automobile manufacture.

The advocacy of the dealers to recommend to their friends was positive

g. RECORDING DATA AND FEEDBACK

The data which were collected from dealers were the intellectual property of A.G.Industries

private limited.

SAMPLE SIZE

The project was done to understand the satisfaction level amongst the dealers and

distributors of the leading automobile manufacturer. So a sample of SSS (Sales, service,

and spares) and 5 dealers of ASS (Authorised service station) were taken as a sample.

These sample size is taken from each state and the sample size varies according to the

number of outlets particularly.

SAMPLING PROCEDURE

The list of dealers and the list of people whom to be met were provided by automobile

company. From the list of dealers and distributors the sample was selected based on the

number of vehicles sold and the turnover of the dealership. These dealers were dealing with

the commercial vehicles of the automobile manufacturer. As the commercial vehicle

generates more revenue for the manufacturer than the passenger vehicles, the dealer

satisfaction study of commercial vehicles dealers’ were analysed.

2.ANALYSIS

The analysis was the next phase of the project where the collected data were analysed. The

various analysis and interpretation which were found are illustrated below:

The following analysis shows the most preferred attributes by management persons:

16

1.MOST PREFERRED ATTRIBUTES

Adequate margin

s to dealerships

Availability

of required

models

Availability

of complete range o

f spare part..

.

Concern about profitability

of dealer...

Timely and correc

t handling of compla...

Preventing discount wars b

etween deal...

Quick realiz

ation of dealer's in

centives fr...

Good availability

of credit fro

m manufa...

Good training for deale

rship staff

Help by company sal

es staff in booking lar

ge i...

0102030405060708090

10087

81 81 78 73 71 69 6758 57

Most Preferred attributes according to deal-ership owner

% of importance

1.1 – Most Preferred attributes according to dealership owner

17

Availability

of required

models

Good advertisem

ents which help in ach

ieving higher s

ales

Company's price

s attracti

ve to final cu

stomers

Adequate margi

ns to deale

rships

Attractive fi

nance schemes f

or ultimate customers

from manufacturer

Good support by co

mpany in marke

t development

Timely

and correct handling of co

mplaints re

garding newly so

ld vehicles

Timely


mplaints

Preventing disco

unt wars betw

een deale

rs

Good training fo

r dealership sta

ff in sales operati

on

020406080

89 88 84 84 82 7867 63 60 58

Most Preferred attributes according to sales manger

% of importance

1.1 Most Preferred attributes according to dealership sales manager

18

Good availab

ility of sp

ares for all

models

Adequate margi

ns to deale

rships

Availability

of complete

range o

f spare

parts at T

ATA Motors wareh

ouse

Supply as per y

our order (No dumping)

Help in liquidating non moving spare

parts

Availability

of spare

parts cat

alogues / mannuals f

or new vehicles

Good training fo

r dealership sta

ff in spare parts

business

Clear and timely

communication of ch

anges in company policie

s

Timely


mplaints

Total commitment to

customers by m

anufacturer

020406080

90 88 87 84 83 75 73 70 68 63

Most Preferred attributes according to Deal-ership spares manager

% of importance

1.3 Most Preferred attributes according to dealership spares manager

19

Good availab

ility of sp

ares for all

models

Adequate margi

ns on warranty s

ervice

Reliability

of the ve

hicles, low fail

ure rate

Clear and timely

communication of ch


s

Training of deale

r staff in ser

vice by th

e company

Timely


mplaints

Timely


mplaints re

garding newly so

ld vehicles

Good support in getti

ng more s

ervice c

ustomers

Regular v

isits by co

mpany's servi

ce perso

nnel to attend difficult problem

s

Fuel efficien

t vehicles

020406080

90 88 87 84 81 80 78 76 72 70

Most Preferred attributes according to service Manager

% of importance

1.4Most Preferred attributes according to dealership service manager

20

Good availab

ility of sp

ares for all

models

Availability

of complete

range o

f spare

parts at

warehouse

Adequate marg

ins on warranty s

ervice

Concern about profitablity

of TASS


parts

Supply as per y


Timely


mplaints

Regular v

isits by co

mpany's servi

ce perso

nnel to attend difficult problem

s

Quick and correc

t settlem

ent of warranty c

laims

Clear and timely

communication of ch


s

020406080

90 88 86 83 81 80 78 76 72 70

Most Preferred attribute according to au-thorized service station Owner/GM

% of importance

1.5 – Most Preferred attribute according to authorized service station owner/GM

21

Good availab

ility of sp

ares for all

models

Availability

of complete

range o

f spare

parts at

warehouse

Supply as per y



parts

Good training fo

r dealership sta

ff in spare parts

businessFair

pricing policy

Adequate margi

ns to deale

rships

Availability

of spare

parts cat

alogues / mannuals f

or new vehicles

Clear and timely

communication of ch


s

Packing gi

ves confidence r

egarding ge

nuineness of part

in good condition

020406080

90 88 86 83 80 76 73 70 68 66

Most Preferred attribute according to au-thorized servicestation spares manager

% of importance

1.6 – Most Preferred attribute according to authorized servicestation spares manager

INTERPRETATION- MOST PREFERRED ATTRIBUTES

From the above charts the following interpretations are made,

1. The above mentioned attributes were the most prioritized qualities which the

dealer and service station management persons preferred.

2. The satisfaction index of these management persons could be increased by

concentrating and improving these areas.

3. The management policies of the manufacturer should be framed according to

this preference to foresee a better satisfaction

4. The most preferred attribute was adequate margins to the dealers.

5. The manufacturer should increase the profit margins for the dealers.

6. The data interpreted shows a clear chit to concentrate on revenue of dealers and

22

availability of spare parts.

2. SATISFACTION INDEX:

overallsatisfac-tion

sales service spares0%

10%

20%

30%

40%

50%

60%

70% 64%

55% 53%50%

Satisfaction Index of Dealer Owner/GM

Degree of satisfaction

2.1Satisfaction score of dealer owner/ General manager



10%

20%

30%

40%

50%

60%

70%

49%

65%

58%

43%

Satisfaction Index of dealer Spares manager


2.2Satisfaction score of dealership Spares manager

23



10%

20%

30%

40%

50%

60%

70%

80% 73% 70%

51%

60%

Satisfaction Index of sales manager


2.3Satisfaction score of dealership Sales manager



10%

20%

30%

40%

50%

60%57% 56%

47%

36%

Satisfaction Index of dealer Service manager

Degree of Satisfaction

2.4 Satisfaction score of dealership service manager

24



10%

20%

30%

40%

50%

60%

70% 65%69%

58%

38%

Satisfaction Index of service station Owner/GM


2.5Satisfaction score of authorized service station Owner/General manager



10%

20%

30%

40%

50%

60%

70%

46%

69%

55%

41%

Satisfaction Index Of Service Station Spares Manager


2.6 Satisfaction score of authorized service station Spares manager

25

INTERPRETATION – SATISFACTION INDEX

The following interpretations are made from the above chart

1. The overall satisfaction for owners/GMs was good.

2. The overall satisfaction for the Spares managers was poor and rest was average.

3. The manufacturer should concentrate on the issues related with spare parts and

availability of spare parts.

4. The service satisfaction score was not remarkably good.

5. The satisfaction in sales was really doing a good part as the score was overall

good.

3. AWARENESS ABOUT MANUFACTURERS INITIATIVES

The following graphical diagrams shows the awareness of manufactures initiatives and

polices amongst the management persons of the dealers and service station persons

80%

20%

Awareness about initiatives taken

yesno

3.1 Awareness about initiatives taken– Dealership Owner/GM

26

70%

30%


yesno

3.2Awareness about initiatives taken – Dealer Spares manager

80%

20%


YesNo

3.2 Awareness about initiatives taken – Sales manager

27

60%

40%


YesNo

3.4Awareness about initiatives taken – Dealer Service Manager

70%

30%


YesNo

3.5Awareness about initiatives taken – Service station Owner/ Gm

28

60%

40%

Awareness about Initiatives taken

YesNo

3.6Awareness about initiatives taken – Service Station Spares Manager

INTERPRETATION – AWARENESS ABOUT INITIATIVES

The following interpretations were made from the above diagrams

1. The initiatives taken by the manufacturer in the last one year was to be known by

all the people in dealership and service station. To check the communication the

analysis was done.

2. The dealership owner and service station owner were well aware.

3. The service manager of dealership was not that aware the rest were well aware.

4. In many stations the managers were aware but initiatives were not implemented.

5. The training provided by the manufacturer for the workers were the satisfying

factors for the dealers.

29

4. LOYALTY

The following charts shows the loyalty of dealers

Very unlikely Quite unlikely not sure Quite sure Very likely0

0.1

0.2

0.3

0.4

0.5

0.6

10% 10%

20%

60%

Loyalty Of Dealership Owner

Degree Of Loyalty

4.1 Loyalty of delaership owner/GM


0.1

0.2

0.3

0.4

0.5

0.6

0.600000000000001

0.4

Loyalty of dealership spares manager

Degree Of Loyalty

4.2Loyalty of dealership Spares manager

30


0.1

0.2

0.3

0.4

0.5

0.6

0.600000000000001

0.4

Loyalty of dealership sales Manager

Degree Of Loyalty

4.3loyalty of dealership Sales manager


0.1

0.2

0.3

0.4

0.5

0.6

0.1

0.600000000000001

0.3

Loyalty of dealership serivce manager

Degree Of Loyalty

4.4loyalty of dealership Service manager

31


0.1

0.2

0.3

0.4

0.5

0.6

0.600000000000001

0.4

Loyalty of Authorized service station Owner/GM

Degree Of Loyalty

4.5Loyalty of authorized service station Owner / GM


0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

0.5

20%

30%

50%

Loyalty of authorized servicestation spares manager

Degree Of Loyalty

4.6 Loyalty of authorized service station Spares manager

32

INTERPRETATION – LOYALTY

The loyalty of the dealer was also tested along with the satisfaction level. The dealers were

asked about the continuation of dealership for the next five years and the data are interpreted.

1. The charts shows the loyalty amongst the managers expect the spares manager and

rest all were found to be happy to continue.

2. The spares manager of authorized service station was also found to be not happy

with the manufacturer relation.

3. It was found that the spares managers were dissatisfied with the availability of the

spares on time from the manufacturer. The manufacturer should concentrate on

the areas of spares.

5. SATISFACTION WITH DEALERSHIP

The following charts would describe the satisfaction level with dealership with the

manufacturer.

Strongly disagree

Disagree Neither agree nor disagree

Agree Strongly agree

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.2

0.8

Satisfaction with dealership


5.1Satisfaction Level of Dealership owner with holding dealership

33

Strongly disagree



0%

5%

10%

15%

20%

25%

30%

10% 10%

30% 30%

20%

Satisfaction with Dealership

Degree Of Satisfaction

5.2Satisfaction level of dealership spares manager holding dealership

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

0.5

0.2

0.3

0.5



5.3Satisfaction level of dealership sales manager holding dealership

34

Strongly disagree



0

0.1

0.2

0.3

0.4

0.5

0.6

0.600000000000001

0.4



5.4Satisfaction level of dealership service manager holding dealership

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.3

0.4

0.3

Satisfaction with service station


5.5 Satisfaction level of authorized service station Owner holding dealership

35

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.2

0.4 0.4

Satisfaction with Service station

Degree O Satisfaction

5.6Satisfaction level of authorized servicestation spares manager

INTERPRETATION – SATISFACTION LEVEL FOR HOLDING DEALERSHIP

The following interpretations are made from the above charts

1. The dealership owners were found to be highly satisfied for holding the dealership

with the automobile manufacturer.

2. The dealership service manager and sales manager were partially satisfied for

holding the dealership with the automobile manufacturer.

3. The spares manager of both dealership and authorized service station were not

found to be satisfied. The chart shows poor result.

6.RETURN ON INVESTMENT

The following charts shows the satisfaction level of the dealers on returns of their investments

36

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.3

0.4

0.3

Return on Business

% of Degree of Agreement

6.1Return on investment – dealership owner/GM

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.3

0.4

0.3

Return on Business


6.2Return on investment – dealership spares manager

37

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

0.5

0.3

0.5

0.2

Return on Business

% of Degree Of Agreement

6.3Return on investment – Dealership sales manager

Strongly disagree



0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

10% 10% 10%

50%

20%

Return on Business


6.4Return on ivestment – Dealership Service manager

38

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.3 0.3

0.4

Return on Business


6.5Return on Investment – Authorized service station Owner/ GM

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

0.5

0.2

0.3

0.5

Return on Business


6.6Return on Investment – Authorized service station Spares manager

39

INTERPRETATION – RETURN ON INVESTMENT

The dealers were analyzed on the basis of their business generation and revenue earned. The

above charts show the satisfaction level.

1. The business revenue and business generated by the dealership were mostly found

satisfied.

2. The owners were found satisfied even the spares generate a good return

3. The service area were found to be not so satisfied with the generation of business

7. RELATION AND CARE OF MANUFACTURER

Questionnaires were framed to find the relationship between the manufacturer and the

dealers. The following charts show the relationship level between them.

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

0.5

0.5 0.5

RELATION AND CARE OF MANUFACTURER


7.1 Realtion and care of manufacturer – Dealerhip Owner/GM

40

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.3

0.4

0.3

RELATION AND CARE OF MANUFACTURER

% Of Degree Of Agreement

7.2 Relation and care of manufacturer – Dealership Spares manager

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

0.5

0.5 0.5

Relation and care of manufaturer


7.3 Relation and care of manufacturer – Dealership Sales manager

41

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.3

0.4

0.3

Relationship and care of manufacturer


7.4 Relation and care of Manufacturer – Dealership Service manager

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.4

0.3 0.3

Care and relationship with the Manufacturer


7.5 Relation and care of manufacturer – Authorized Service station Owner

42

Strongly disagree



0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

40%

30% 30%

Relationship and care of manufacturer


7.6 Relation and care of manufacturer – Authorized service station Spares Manager

INTERPRETATION – REALTION AND CARE

The following interpretation shows the relationship and care of manufacturer with the

dealership owner and management staffs.

1. On the whole the relationship and care of the manufacturer was found to be good.

2. The relationship with the service department was found to be weak.

3. The manufacturer should concentrate on the relationship level and polices with the

service department.

43

GENERAL FEED BACK FROM DEALERS

1. Dealers expect more support from the manufacturer to improve the ambience of the showroom.

2. Payment of incentives within specified time frame.

3. The spares were always found to be inadequate.

4. The quantity of spares supplied to the dealers was found to be less than estimated.

5. The dealership looks for sales promotion activities from the manufacturer side.

These were some of the major suggestions and requests given by the dealers during interaction.

LIMITATIONS OF THE STUDY

The following were the limitations of the project;

The sample size on which data will be analyzed is very small. This is because, for a particular project, data will be collected from different places. However, the conclusions and recommendations drawn out of this project will be analyzed on the basis of data collected from only one field of survey.

Biased data provided by the respondents due to time constraint and fear of response revelation to Tata Motors.

44

RECOMMENDATIONS:

The following are some of the recommendations for the manufacturer to look upon. These are

based on understanding and learning in the field,

1. Manufacturer should improve the availability of required models and spare parts which

are of utmost priority to the dealers.

2. Dumping of vehicles and spare parts should be avoided which becomes the most

annoying factor.

3. Complaints should be attended to at the earliest possible and correctly to mutual

satisfaction.

4. Appropriate training on new products should be provided to concerned people.

5. It should be made sure that awareness of new initiatives taken is cent percent.

6. Manufacturer can help the dealers in managing the business thereby improving their

rate of return on their investment.

Concentrating in these areas would definitely result in increased satisfaction, loyalty and

advocacy of the existing dealers.

45

CONCLUSION

After careful research study, it can be concluded that the overall satisfaction of the dealers

and authorized service station owners were found to be above average. It can be further

improved by concentrating in the area of spares department, payment and credit issues.

Satisfying the dealers in all aspects is practically impossible. Thus the manufacturer is found

to perform reasonably well in the industry which also gives it a prominent place in the

automobile industry.

46

REFERENCE:

www.agindus.com

47

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