CHAPTER 1

INTRODUCTION

1

3.1 INTRODUCTION

What is Customer satisfaction?

Customer:

A customer (also known as a client, buyer, or purchaser) is usually used to refer to a

current or potential buyer or user of the products of an individual or organization,

called the supplier, seller, or vendor. A customer may also be a viewer of the product

or service that is being sold despite deciding not to buy them. The general distinction

between a customer and a client is that a customer purchases products, whereas a

client purchases services.

The word derives from "custom," meaning "habit"; a customer was someone who

frequented a particular shop, who made it a habit to purchase goods of the sort the

shop sold their rather than elsewhere, and with whom the shopkeeper had to maintain

a relationship to keep his or her "custom," meaning expected purchases in the future.

Satisfaction:

“Customer level of approval when comparing a product's perceived performance with

his or her expectations.”

While satisfaction is sometimes equated with performance, it implies compensation or

substitution whereas performance denotes doing what was actually promised.

Customer satisfaction:

Customer satisfaction is a measure of how products and services supplied by a

company meet or surpass customer expectation. Customer satisfaction is defined as

"the number of customers, or percentage of total customers, whose reported

experience with a firm, its products, or its services (ratings) exceeds specified

satisfaction goals.

2

3.2 PURPOSE

Customer satisfaction surveys

Customer satisfaction surveys are usually purpose designed to suit our clients

requirements. Typically surveys will include measurement of the importance versus

performance of aspects of service delivery and establish the level of commitment of

customers. Analysis can reveal factors affecting switching and thresholds when this

occurs. A major output is to identify priority areas for reducing customer

dissatisfaction.

Lost customer surveys

Dedicated lost customer surveys concentrate on a segment of customers that some

companies forget to research - those that have already 'walked'. Sometimes the most

revealing answers about service quality or perceptions of service quality come from

research with these ex-customers. A number of techniques can be used here, both

qualitative and quantitative.

A business ideally is continually seeking feedback to improve customer satisfaction.

Customer satisfaction provides a leading indicator of consumer purchase intentions

and loyalty.

3.3 Measuring customer satisfaction:

Customer satisfaction is measured at the individual level, but it is almost always

reported at an aggregate level. It can be, and often is, measured along various

dimensions. A hotel, for example, might ask customers to rate their experience with

its front desk and check-in service, with the room, with the amenities in the room,

with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask

about overall satisfaction “with your stay.”

The usual measures of customer satisfaction involve a survey with a set of statements

using a Liker Technique or scale. The customer is asked to evaluate each statement

and in term of their perception and expectation of performance of the organization

being measured.

3

Their satisfaction is generally measured on a five-point scale.

Regardless of the scale used, the objective is to measure customers’ perceived

satisfaction with their experience of a firm’s offerings.

Good quality measures need to have high satisfaction loadings, good reliability, and

low error variances. It seems that dependent on a trade-off between length of the

questionnaire and quality of satisfaction measure, these scales seem to be good

options for measuring customer satisfaction in academic and applied studies research

alike. All other measures tested consistently performed worse than the top three

measures, and/or their performance varied significantly across the two service

contexts in their study. These results suggest that more careful pretesting would be

prudent should these measures be used. Finally, all measures captured both affective

and cognitive aspects of satisfaction, independent of their scale anchors. On the other

hand, cognitive element is defined as an appraisal or conclusion on how the product’s

performance compared against expectations.

3.4 Why customer is important?

Customers are the most important people for any organization. They are the resource

upon which the success of the business depends. When thinking about the importance

of customers it is useful to remember the following points:

1. Repeat business is the backbone of selling. It helps to provide revenue and certainty

for the business

2. Organizations’ are dependent upon their customers. If they do not develop

customer loyalty and satisfaction, they could lose their customers.

3. Without customers the organization would not exist.

4. The purpose of the organization is to fulfill the needs of the customers.

5. The customer makes it possible to achieve business aims.

4

3.5 What is his imp in today’s economy?

1. Some years ago I read about a gentleman who was flying alongside a member of

the Wrigley family. "I like your gum," he said, "But why do you do so much

advertising? Everybody already buys it."

2. I think it's important for businesses who want to expand and increase their audience

reach.

3. It is used to set your product apart from the rest and define its application to

customers.

5

CHAPTER-2

CONCEPTUAL FRAMEWORK

6

1.1 INTRODUCTION OF AUTOMOBILE INDUSTRY

In Automobile industry there are many companies in India. The Automotive industry

in India is one of the largest in the world and one of the fastest growing globally.

India manufactures over 17.5 million vehicles (including 2 wheeled and 4 wheeled)

and exports about 2.33 million every year. It is the world's second largest

manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009.India's

passenger car and commercial vehicle manufacturing industry is the seventh largest in

the world, with an annual production of more than 3.7 million units in 2010.

According to recent report, India is set to overtake Brazil to become the sixth

largest passenger vehicle producer in the world, growing 16-18 percent to sell around

three million units in the course of 2011-12. In 2009, India emerged as Asia's fourth

largest exporter of passenger cars, behind Japan, South Korea, and Thailand.

Many more companies in India and that are likes; Chevrolet, Skoda, Maruti Suzuki,

Tata Motors, Ford, Audi, BMW, Toyota, Hyundai, Mahindra & Mahindra co. , Fiat

and so many. Interestingly, the level of trade exports in this sector in India has been

medium and imports have been low. However, this is rapidly changing and both

exports and imports are increasing. The demand determinants of the industry are

factors like affordability, product innovation, infrastructure and price of fuel. Also,

the basis of competition in the sector is high and increasing, and its life cycle stage is

growth. With a rapidly growing middle class, all the advantages of this sector in India

are yet to be leveraged. The level of technology change in the Motor vehicle Industry

has been high but, the rate of change in technology has been medium. Investment in

the technology by the producers has been high. System-suppliers of integrated

components and sub-systems have become the order of the day. However, further

investment in new technologies will help the industry be more competitive. Over the

past few years, the industry has been volatile. Currently, India’s increasing per capita

disposable income which is expected to rise by 106% by 2015 and growth in exports

is playing a major role in the rise and competitiveness of the industry. Consumers are

very important of the survival of the Motor Vehicle manufacturing industry. In 2008-

09, customer sentiment dropped, which burned on the augmentation in demand of

cars. Steel is the major input used by manufacturers and the rise in price of steel is

putting a cost pressure on manufacturers and cost is getting transferred to the end

7

consumer. The price of oil and petrol affect the driving habits of consumers and the

type of car they buy. The key to success in the industry is to improve labour

productivity, labour flexibility, and capital efficiency. Having quality manpower,

infrastructure improvements, and raw material availability also play a major role.

Access to latest and most efficient technology and techniques will bring competitive

advantage to the major players. Utilizing manufacturing plants to optimum level and

understanding implications from the government policies are the essentials in the

Automotive Industry of India.

Both, Industry and Indian Government are obligated to intervene the Indian

Automotive industry. The Indian government should facilitate infrastructure creation,

create favorable and predictable business environment, attract investment and

promote research and development. The role of Industry will primarily be in

designing and manufacturing products of world-class quality establishing cost

competitiveness and improving productivity in labour and in capital. With a combined

effort, the Indian Automotive industry will emerge as the destination of choice in the

world for design and manufacturing of automobiles.

1.2 HISTORY OF AUTOMOBILE INDUSTRY

The first car ran on India's roads in 1897. Until the 1930s, cars were imported

directly, but in very small numbers. Embryonic automotive industry emerged in India

in the 1940s. Mahindra & Mahindra was established by two brothers as a trading

company in 1945, and began assembly of Jeep CJ-3A utility vehicles under license

from Willys. The company soon branched out into the manufacture of light

commercial vehicles (LCVs) and agricultural tractors. Following the independence, in

1947, the Government of India and the private sector launched efforts to create an

automotive component manufacturing. Industry to supply to the automobile industry.

However, the growth was relatively slow in the 1950s and 1960s due to

nationalization and the license raj which hampered the Indian private sector. After

1970, the automotive industry started to grow, but the growth was mainly driven by

tractors, commercial vehicles and scooters. Cars were still a major luxury. Japanese

manufacturers entered the Indian market ultimately leading to the establishment of

Maruti Udyog. A number of foreign firms initiated joint ventures with Indian

companies. In the 1980s, a number of Japanese manufacturers launched joint-ventures

8

for building motorcycles and light commercial-vehicles. It was at this time that the

Indian government chose Suzuki for its joint-venture to manufacture small cars.

Following the economic liberalization in 1991 and the gradual weakening of the

license raj, a number of Indian and multi-national car companies launched operations.

Since then, automotive component and automobile manufacturing growth has

accelerated to meet domestic and export demands. Economic liberalization in India in

1991, the Indian automotive industry has demonstrated sustained growth as a result of

increased competitiveness and relaxed restrictions. Several Indian automobile

manufacturers such as Tata Motors, Maruti Suzuki and Mahindra and Mahindra,

expanded their domestic and international operations. India's robust economic growth

led to the further expansion of its domestic automobile market which has attracted

significant India-specific investment by multinational automobile manufacturers. In

February 2009, monthly sales of passenger cars in India exceeded 100,000 units and

have since grown rapidly to a record monthly high of 182,992 units in October 2009.

From 2003 to 2010, car sales in India have progressed at a CAGR of 13.7%, and with

only 10% of Indian households owning a car in 2009 whereas this figure reaches 80%

in.

1.3 EVENTS AND MILESTONES

A behind- the- scenes look into the making of one of India's most vibrant industries.

The landmarks along the way...

1928- The first imported car was seen on Indian roads

1942- Hindustan Motors incorporated

1944- Premier automobiles started

1948- First car manufactured in India

1953- The Government of India decreed that only those firms which have a

manufacturing program should be allowed to operate

1955- Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M and TELCO

received approval.

9

1960 - 1970 - The two, three wheeler industry established a foothold in the Indian

scenario.

1970 - 1980 - Not much change was witnessed during this period. The major factors

affecting the industry were the implementation of the MRTP Act (Monopolies and

Trade Restrictive Practices Act), FERA (Foreign Exchange Regulation Act) and the

Oil Shock of 1973 and 1979.

1980 - 1990 - The first phase of liberalization was announced by the Govt. -With the

liberalization of the Government's protectionist policies, the advantages hitherto

enjoyed by the Indian car manufacturers like monopoly, oligopoly, slowly began to

disappear. This period is also marked by the entry of a large number of firms in the

market. 4 Japanese manufacturers entered the Commercial Vehicle and Two- Wheeler

market. The Government agreed to the demand for allowing foreign collaboration in

the automobile sector. The industry witnessed resurgence due to major policy changes

like relaxation in MRTP and FERA, delicensing of some ancillary products, broad

banding of the products and modification in the licensing policy.

1991 - Under the Govt.'s new National Industrial Policy, the license raj was dispensed

with, and the automobile industries were allowed to expand freely.

1997 - The National Highway Policy was announced which will hopefully have a

positive impact on the automobile industry. The Government also laid down the

emission standards to be met by car manufacturers in India in the coming millennium.

There were two successively stringent emission levels to be met by April 2000 and

April 2005, respectively. These norms were benchmarked on the basis of those

already adopted in Europe, hence the names Euro I (equivalent to India 2000) and the

Indian equivalent of Euro II.

1999 - The Humble Supreme Court passed an order directing all car manufacturers to

comply with Euro I emission norms (India 2000 norms) by the 1st of May, 1999 in

National Capital Region(NCR) of Delhi. The deadline was later extended to 1st June,

1999.

10

11

Auto mobiles logos

COMPANY PROFILE

2.1 HISTORY OF CHEVROLET

In 1911, Chevrolet Motor Company of Michigan is incorporated in November of

1911 by Louis Chevrolet, William Little and Edwin Cambell, William Durant’s son-

in-law. On September 13, 1915, Durant incorporation Chevrolet Motor Co. of

Delaware. The new corporation the original Chevrolet Motor Company and becomes

a holding company for auto companies Durant had put together after losing control of

GM. In 1918, general Motors buys the operating assets of Chevrolet Motor Company

in May. In 1924, William S. Knudsen becomes president of Chevrolet and joins the

GM Board of Directors. In 1929, Chevrolet introduces its new six-cylinder engine for

use in commercial vehicles. This engine is nick named ‘the iron wonder’ for its

remarkable durability. In 1953, Chevrolet Corvette is introduced. It is first

transmission, becoming the first competitor in the low-price field to offer fully

automatic shifting. In 1958, Chevrolet introduces the EI Camino, designed to combine

big car comfort with utility of pickup truck, as a1959 model.

In 1959, Chevrolet introduces the Corvair. As part of the 1962 model year, Chevrolet

introduces a new line of smaller cars, the Chevy II. In 1962, The U.S. Department of

Justice, Antitrust Division, charges GM and three Chevrolet dealer trade associations

in criminal and civil suits for violation of the Sherman Act by restricting sales of

Chevrolets in the Los Angeles area through discount houses. In 1966, the U.S. District

Court for Southern California enters the final judgment enjoining GM from

conspiring with any group or association of Chevrolet dealers to limit sales by such

dealers or through discount houses or referral services.

In 1963, Chevrolet introduces its midsize Malibu as a 1964 model. In 1966, Chevrolet

introduces the F-body Camaro as a 1967 model. The following January, Pontiac

introduces the Firebird, its third line of cars, as a 1967 model. In 1968, Six passenger

car and truck assembly plants previously operated by Fisher Body and Chevrolet

12

Motor Division are transferred to the management of GM Assembly Division. In

1975, Chevrolet introduces the Chevette in October. This U.S.-built T-car was first

designed by Opel and is also manufactured by GM subsidiaries in Argentina, Brazil

and England and sold under the names Kadett, Chevette, Gemini and K-180. In 1976,

GM introduces its downsized Chevrolet, Pontiac, Oldsmobile, Buick and Cadillac

full-size and luxury cars in September. In 1979, GM introduces newly designed front-

wheel-drive compact cars, the Buick Skylark, Chevrolet Citation, Oldsmobile Omega

and Pontiac Phoenix X-body models.

In 1983, GM and Toyota Motor Corporation agree to form a joint venture, New

United Motor Manufacturing, Inc. (NUMMI), to produce a small Chevrolet

automobile in the Fremont, Calif., assembly plant previously operated by GM. The

1984 Chevrolet introduces its Geo line of small vehicle with Geo Metro, Spectrum

and Tracker.

In 2001, the Chevrolet Cruze is launched in Japan. Developed by GM and its alliance

partner Suzuki, the cruze is the first GM vehicle to be built in Japan since the

1930s,.General Motors announces that itd Ste. Therese, Quebec plant, which builds

the Chevrolet Camaro and Ponatic Firebird, will close in September 2002 in

conjunction with discontinuation of the camaro and Firebird models. In 2002, the

Chevrolet Corvette celebrates its fiftieth anniversary. The Chevrolet Corvette

celebrates its fiftieth anniversary with a caravan of 5,000 Corvette driven by owners

from each of the 50 states converging at the National Corvette Museum Bowling

Green,Ky. In 2004, for a record sixth time, Chevrolet Corvette is picked as the official

pace car the classic Indianapolis 500 race.100 years of Chevrolet style and innovation.

2.2 MARKETING MIX

The Marketing mix includes factors such as Price , Place , Product and Promotions.

The combination of these 4 factors creates a successful product marketing strategy

which can maximize a company 's investments in the product . Each of these factors

works with respect to the other and if there are deficiencies in any one of the factors

then the product is highly unlikely to attain its true potential. It has 4 types which are

as follows.

1. Product

13

2. Place

3. Price

4. Promotion

Chevrolet:

14

15

2.2.1 PRODUCT

The Chevrolet India offers the following products into its product mix:-

1) Chevrolet Spark:-

2) Chevrolet Aveo U-Va:-

16

3) Chevrolet Beat:-

4) Chevrolet Aveo:-

17

5) Chevrolet Optra Magnum:-

6) Chevrolet Tavera:-

18

7) Chevrolet Cruze:-

8) Chevrolet Captiva:-

19

2.2.2 PLACE

Chevrolet also known as Chevy, is a brand of vehicle produced by General Motors

Company (GM). Founded by Louis Chevrolet and ousted GM founder William C.

Durant on November 3, 1911. Its headquarters in Detroit, Michigan in US. Chevrolet

came to India in 1928. An office was set up in Bombay with an assembly plant

constructed in Sewers. General Motors (GM), Chevrolet’s parent company, was the

first automobile company to open an assembly plant in India. Chevrolet its

information like a media, its reviews, awards, which are the promises and its tube

about it. also including media gallery. Chevrolet also providing Shopping tools like

wise, Test drive, Price, Dealer locater, Service centre locater, Accessories,

Merchandise also will be including.

2.2.3 Price of Chevrolet product

Sr. No Chevrolet product Price of product(in rs.)

1 Chevrolet beat 3.81 to 5.84 lakh

2 Chevrolet spark 3.26 to 4.10 lakh

3 Chevrolet aveo 7 to 8 lakh

4 Chevrolet cruze 13.86 to 15.88 lakh

5 Chevrolet U-VA 5 lakh

6 Chevrolet captive 18.75 to 24.60 lakh

7 Chevrolet optra magnum 7.75 to 10 lakh

8 Chevrolet tavera 7.75 to 11.29 lakh

20

2.2.4 PROMOTION

Chevrolet bowtie logo

The Chevrolet bowtie logo was introduced by company co-founder William C. Durant

in late 1913. According to an official company publication titled The Chevrolet Story

of 1961, the logo originated in Durant's imagination when, as a world traveler in

1908, he saw the pattern marching off into infinity as a design on wallpaper in a

French hotel. He tore off a piece of the wallpaper and kept it to show friends, with the

thought that it would make a good nameplate for a car. However, in an interview with

Durant's widow, Catherine published in a 1986 issue of Chevrolet Pro Management

Magazine, Catherine recalled how she and her husband were on holiday in Hot

Springs, Va., in 1912. While reading a newspaper in their hotel room, Durant spotted

a design and exclaimed, "I think this would be a very good emblem for the

Chevrolet." Unfortunately, at the time, Mrs. Durant didn't clarify what the motif was

or how it was used. Ken Kaufmann, historian and editor of The Chevrolet Review,

discovered in a Nov. 12, 1911 edition of The Constitution newspaper, published in

Atlanta, an advertisement appeared from by the Southern Compressed Coal Company

for "Coalettes," a refined fuel product for fires. The Coalettes logo, as published in the

ad, had a slanted bowtie form, very similar to the shape that would soon become the

Chevrolet icon. The date of the paper was just nine days after the incorporation of the

Chevrolet Motor Co. One other explanation attributes the design to a stylized version

of the cross of the Swiss flag. Louis Chevrolet was born in Switzerland at La Chaux-

de-Fonds, Canton of Neuchatel, to French parents, on Christmas Day 1878. An

October 2, 1913 edition of The Washington Post seems, so far, to be the earliest

known example of the symbol being used to advertise the brand. The first bowtie logo

without embedded text first appeared in 1985, as part of the Heartbeat of America ad

campaign. In 2004, Chevrolet began to phase-in the gold bowtie that serves as the

brand identity for all of its cars and trucks marketed globally.

21

100th anniversary

As part of Chevrolet's 100th anniversary in 2011, a dedicated channel was created by

the American internet based Pandora Radio station, playing the Top 100 songs

mentioning the brand. Beginning on November 3, 2011, Chevrolet celebrated the

countdown to its 100th birthday by encouraging its customers and fans to tell their

Chevy stories, vote for their favourite Chevrolet cars and trucks, and take the birthday

party to their communities with the help of Chevrolet and its dealers. A feature-length

documentary titled 'Chevy100, An American Story', produced by Roger Sherman, was

premiered on November 3 at Detroit Institute of Arts in downtown Detroit, features

drivers, collectors, restorers, racers and journalists who live and breathe cars and

trucks. In honor of the 100th birthday of Chevrolet, Indianapolis Motor Speedway,

Chevrolet and Indianapolis businessman David Ring have arranged to properly mark

the grave of Arthur Chevrolet, brother of Chevrolet co-founder Louis Chevrolet.

Chevrolet-only naming attempt

In 2010, a memo signed by Chevrolet sales and service vice president Alan Batey and

General Motors marketing division vice president Jim Campbell was sent to

Chevrolet employees at its Detroit headquarters, instructing employees to only use

Chevrolet when addressing the brand, in order to present a consistent brand message.

A postscript to the memo says a sort of cuss jar - a plastic "Chevy" can - has been

placed in the hallway. "Every time someone uses 'Chevy' rather than Chevrolet," the

note said, the employee is expected to put a quarter in the can. The proceeds were to

be spent on "a team building activity." Paul Worthington, head of strategy for Wolff

Olins, noted that the branding effort ran counter to a trend in which corporate names

had become more casual. Ian Beavis of Nielsen Automotive Group noted that

marketers can't control what consumers call their products, but nickname doesn't work

in new markets where Chevrolet is trying to get a start. Following the release of the

memo, General Motors published a statement claiming the note was in no way

discouraging customers or fans from using the Chevy name. Following the 2010

memo incident, Chevy Runs Deep campaign remains to use the 'Chevy' name, while

Driving Our World Forward campaign uses the 'Chevrolet' name.

22

Watches

In 2007, General Motors allowed AJS-Production SA to register the Louis Chevrolet

trademark for a line of premium quality Swiss watches watch marketed under the

Louis Chevrolet brand name. Although the watches bear the name of Louis Chevrolet,

they are not marketed or produced in association with General Motors. The watch

brand pays tribute to Louis Chevrolet, co-founder of the Chevrolet automobile

company, whose father was a watchmaker and in his childhood helped his father at

the workbench. The collection was called Frontenac, the name inherited from the race

car company founded by Louis Chevrolet. The Chevrolet watch collection comprises

automatic, manually wound and quartz models, equipped with ETA and Ronda

movements. The Louis Chevrolet Frontenac watches, manufactured in Porrentruy, the

Swiss Jura region, feature the styling cues suggested by the Chevrolet cars. The

collection was developed while applying the same materials as used in the car

industry. Pearled appliques on the Chevrolet watches' dials remind the metal forms of

the old dashboards. The number "8", Chevrolet's racing number, is sported on the case

back.

Top 10 Chevrolet sales market in 2013

Rank Location Vehicle sales Market share(%)

1 United States 1,775,812 36.9%

2 Brazil 632,201 13.3%

3 China 595,068 12.5%

4 Russia 173,485 3.6%

5 Mexico 162,461 3.4%

6 Canada 150,540 3.2%

7 Argentina 133,491 2.8%

8 Uzbekistan 121,584 2.6%

9 India 111,056 2.3%

10 Colombia 105,783 2.2%

23

24

2.5 COMPANY PROFILE OF NANAVATI MOTORS

Name of firm Nanavati motors

Situated at Puna-patiya near Zest hotel surat

Year & date of Establishment 16/3/2008

Authorized Dealer of Nanavati Chevrolet Motors

No of Employee At sales department:32

At service deprtment:40

Other Nanavati Firm Nanavati Toyota

Nanavati Hyundai

Nanavati Ashok Leyland

Product Profile Sales & service

25

VISION:-

To be integrated player “Automobiles” with leadership.

Position in Dealer of General motors and quality of services.

Competitors of Nanavati Chevrolet Motors:

Empire Motors:

Authorized Dealer:- Chevrolet Motors

Location:- Piplod, Surat.

Desai Auto:-

Authorized Dealer:- Chevrolet

Location:- Vapi.

26

2.6 Competitors:

Chevrolet Hyundai Skoda Toyota Maruti Suzuki

Spark i10 Fabia Innova Alto

Beat i20 Yeti Corolla A-star

Aveo Accent Laura Fortuner Wagon-R

Optra magnum Santa fe Superb Camry Zen Estilo

Captiva Sonata Land cruiser Kizashi

Cruze Verna Etios Ritz

Tavera Santro Swift

SX4

Gypsy

Eeco

27

Competitors:

For Features purpose:

1st Car

Chevrolet Spark PS

1.0

2nd Car

Hyundai i20 1.2

Magna

3rd Car

Maruti Suzuki Alto

K10 LXi

4th Car

Skoda Fabia Classic

1.2 MPI

Ex-

Showroo

m Price

Rs.3,40,4

94

Rs.4,94,599 Rs.3,20,357 Rs.4,35,459

Functional

Tachomet

er

Fog lamps Rear

Headlamp

washer

Parking

sensors

Entertainment

28

Audio

system

type

CD

USB

compatibil

ity

No. of

speakers

6

Comfort

AC

Climate

control

Rear AC

vents

Central

locking

Power

windows

Power

steering

Steering Tilt and Telescope Tilt and telescope

29

adjustmen

t

Seat

adjustmen

t

Manual Manual Manual Manual

Rear

defogger

Rear

wash/wipe

Remote

boot

release

Remote

fuel lid

Safety

ABS

Airbags 1

30

For overview purpose:

1st Car

Chevrolet Spark PS 1.0

2nd Car

Hyundai i20 1.2

Magna

3rd Car

Maruti Suzuki Alto

K10 LXi

4th Car

Skoda Fabia

Classic 1.2

MPI

Ex-

Showroom

Price

Rs.3,40,494 Rs.4,94,599 Rs.3,20,357 Rs.4,35,45

9

Features

AC

Sunroof

Audio

system type

CD

Airbags 1

ABS

Central

locking

31

Power

windows

Power

steering

Tachometer

ARAI

efficiency

18 18.15 15.62

Fuel type Petrol Petrol Petrol

32

For Tech specs purpose:

1st Car

Chevrolet Spark PS

1.0

Change Vehicle

2nd Car

Hyundai i20 1.2

Magna

3rd Car

Maruti Suzuki Alto

K10 LXi

4th Car

Skoda Fabia Classic

1.2 MPI

Ex-

Showroo

m Price

Rs.3,40,4

94

Rs.4,94,599 Rs.3,20,357 Rs.4,35,459

Wheels

Tyre

size -

front

155/70

R13

175/70 R14 155/65 R13 175/70 R14

Tyre

size -

rear

155/70

R13

175/70 R14 155/65 R13 175/70 R14

Tyre

type

Tubeless Tubeless Tubeless Tubeless

Wheel

type

Steel Steel Steel Steel

Valves 2 4 4 4

33

per

cylinder

Fuel

type

Petrol Petrol Petrol Petrol

Fuel

system

Sequentia

l

Electroni

c Fuel

Injection

Electronic Fuel

Injection

Electronic Fuel

Injection

Electronic fuel

injection

Performance

Top

speed

- - - 163

0-

100kmp

h

- - - -

Capacity

Seating

capacity

5 5 5 5

Fuel

tank

38 45 35 45

Boot 170 295 160 315

34

space

Fuel economy

Highwa

y

- - - -

City - - - -

Overall - - - -

ARAI

efficienc

y

18 18.15 20.2 15.62

Transmission

Type Manual Manual Manual Manual

No. of

gears

5 5 5 5

Final

reductio

n gear

ratio

- - - -

Clutch

type

- - - -

Steering

Type Rack and

Pinion

Rack and Pinion Rack and Pinion,

Power assisted

Rack and pinion,

electric assist

Turning 4.6 4.7 4.6 9.8

35

radius

Brakes

Front Disc

brakes

Disc brakes Disc brakes Ventilated disc

Rear Self

Adjusting

Drum

Drum Drum Drum

Suspension

Front McPhers

on Strut

with Anti

rolls bars

McPherson Strut

with Gas shock

absorber

McPherson Strut

with Torsion Type

Roll Control

Device

McPherson

suspension with

lower triangular

links and torsion

stabilizer

Rear Torsion

Beam

axle

Coupled Torsion

Beam Axle with

Gas shock absorber

Coil Spring Gas-

Filled Shock

Absorbers with

Three- Link Rigid

Axle and Isolated

Trailing Arms

Compound-link

crank axle

36

Chapter: 3

Research Methodology

37

4.1 MEANING OF RESEARCH:

Research in common parlance refers to a search for knowledge. One can also define

research as a scientific and systematic search for pertinent information on a specific

topic. In fact, research is an art of scientific investigation. The advanced learner’s

dictionary of Current English lays down thy meaning of the research as:

“A careful investigation or inquiry especially through search for new facts in any

branch of knowledge”

Redman and Mory define the research as “A systematized effort to gain new

knowledge”

“Research comprises defining and redefining problems, formulating hypothesis or

suggested solutions; collecting, organizing, evaluating date; making deductions and

researching conclusions.”

4.2 MARKETING RESEARCH:

“Marketing research means the systematic gathering, recording, analyzing of data

about problems relating to the marketing of goods and services”

Marketing research has proved an essential tool to make all the need of marketing

management. Marketing research therefore is the scientific process of gathering and

analyzing of marketing information to meet the needs of marketing management.

But gathering of observation is must be systematic. The systematic conduct of

research requires:

Orderliness, in which the measurements should be accurate. Impartiality in analysis

and interpretation.

4.3 OBJECTIVE OF THE STUDY

To study to know the perception of customers and thereby increase the sales and

market share of nanavati motors sales and service.

To know the satisfaction level of present customer.

To study the impact of media on the customer.

To know the various sources through which customer largely avail finance for the

purchase of vehicle.

To know the satisfaction of the present customers regarding the after sales service.

38

4.4 BENEFITS OF STUDY

From this research firm will come to know the perception of customers.

Through which source of finance customers purchase the vehicle.

Through which source of media customers get more aware about product.

The firm will know customer are satisfied or not regarding sales service

THE RESEARCH PROCESS

39

IDENTIFY & FORMULATE THE PROBLEM

CHOOSE THE RESEARCH DESIGN

DETERMINE SOURCES OF DATA & METHOD OF COLLECTION

ORGANISING AND CONDUCTING A FIELD SURVEY

DESIGN THE DATA COLLECTION INSTRUMENTS

DETERMINE THE SAMPLE SIZE & SAMPLE DESIGN

EDITING, TABULATION, CLASSIFICATION & CODING OF DATA

PROCESSING & ANALYSIS OF DATA

PREPARATION OF RESEARCH REPORT

CONCLUSION AND SUGGESTION & ACTION

4.5.1 PROBLEM STATEMENT:

The first step in research is formulating a research problem. It is most important stage

in applied research as poorly defined problems will not yield useful results. It is

rightly said that “a problem is the half-solved”.

“A research problem, in general, refers to some difficulty which a researcher

experiences in the context of either a theoretical or practical situation and wants to

obtain a solution for the same.”

We can, state the components of the research problem as under:

[1] There must be an individual or a group which has some difficulty or the problem.

[2] There must be some objectives to be attained at. If one wants nothing, one cannot

have a problem.

[3] There must be alternative means (or the courses of action) for obtaining the

objective one wish to attain. This means that there must be at least two means

available to a researcher for if he has no choice of means, he cannot have a problem.

PROBLEM IDENTIFIED:

To know about the satisfaction level of a Chevrolet motors owner who has purchased

from nanavati motors sales and services.

Which promotional tools should be used, to get maximum response from customers

for Chevrolet motors?

4.5.2 RESEARCH DESIGN:

It is an overall framework of project that indicates what information to be collected

from which sources and by which procedures. It is also the plan, structure, and

strategy of investigation conceived so as to obtain answers to research questions and

to control variance.

The research design can be classified in to true broad categories:

(A) Exploratory.

(B) Descriptive

(C) Causal.

40

Exploratory research is focus on the discovery of ideas. Exploratory research is

carried out to define problems and developed hypotheses to test letter. An exploratory

study is generally based on secondary data that are reading available. It does not have

to change his focus of direction, depending on the availability of new ideas and

relationship among variables.

Descriptive studies are undertaken is many circumstances. Descriptive studies can be

complex, determining high degree of scientific skill on the part of the researcher.

Causal research helps in determined cause and effect relationship between two or

more variables.

Descriptive studies:

In this project, Descriptive design will be used because it describes the phenomena

under study and recommendations / findings are specific under this study. Descriptive

studies are undertaken in many circumstances. When the researcher is interested in

knowing the characteristics of certain group such as age, sex, educational level,

occupation or income, a descriptive study may be necessary.

Other cases when a descriptive study could be taken up are when he is interested in

knowing the proportion of people in a given population who have behave in a

particular manner, making projections of a certain thing: or determining the

relationship between two of more variables. The objective of such studies is to answer

the, who, what, when, where, and way of the subject under investigation.

Descriptive studies can be complex, demanding a high degree of scientific skill on the

part of the researcher. Descriptive studies can be divided into two broad categories

cross-sectional and longitudinal. Researcher frequently uses them. 

4.5.3 DATA COLLECTION:

1. Secondary Data:

Secondary data will be collected from many sources like company’s website and

magazines.

2. Primary Data:

Utilizing the information from the Secondary data, questionnaire will be prepared to

study the investors’ behavior. Primary data will be collected directly from the

respondents to solve the current problem.

41

Research Approach:

Survey method will be adopted to gather the primary data. This survey include face-

to-face filling up of the questionnaires and interviews of the respondents.

Research Instrument:

The most effective research instrument for data collection is questionnaire, for this

study the structured questionnaire will be used. This questionnaire will be

administered through face-to-face interviews.

4.5.4 SAMPLING METHOD:

There are two type of Sampling Process.

A) Probability Sampling Method.

B) Non- Probability Sampling Method.

(A) Probability sampling method.

(1) Simple random sampling.

(2) Systematic random sampling.

(3) Stratified random sampling.

(4) Clustered random sampling.

(5) Area random sampling.

(6) Multi phase random sampling.

(7) Replicated random sampling.

(B) Non- Probability sampling method.

(1) Convenience sampling.

(2) Purposive/judgment sampling

(3) Quota Sampling.

(4) Snow ball sampling.

42

The researcher use NON - PROBABILITY METHOD for the purpose of the study

CONVENIENCE SAMPLING was used.

4.5.5 RESEARCH TOOL:

The most effective research tool for data collection is questionnaire, for this study the

structured questionnaire will be used. This questionnaire will be administered through

face-to-face interviews.

4.5.6 SAMPLING DESIGN:-

Defining the target population

Element: Present customers of Chevrolet motors Sales & Service

Sampling unit: Present customers

Extent: Puna patiya, surat

4.5.7 SAMPLE SIZE:-

Considering the time constraints, I would like to go for survey of 120 respondents.

43

CHAPTER 3

DATA ANALYSIS AND

PRESENTATION

44

1. Which CHEVROLET Motors do you own?

Purpose: This question will ensure the average amount of vehicles a customer of

Chevrolet motors owns.

TABLE 5.1: Frequency distribution of purchase of Chevrolet motors

Models Frequency

Spark 42

Aveo uva 9

Optra magnum 12

Captiva 5

Beat 22

Aveo 10

Tavera 20

Total 120

FIGURE 5.1: Percentage distribution of purchase of Chevrolet motors

35%

8%

10%4%

18%

8%

17%

sparkaveo-U-VAOptra magnumCaptivaBeatAveoTravera neo-2

Interpretation:

Out of 120 respondents, 42 of them own Spark motors. A minimum of 5 respondents

own Captiva motors customers they own.

45

2. Since when you have this car?

Purpose: The purpose of this question is to know from when customer is having the

car.

TABLE 5.2: Frequency distribution of having a car

Particulars Frequency

Less than 1 year 59

2-3 year 37

4-5 year 18

More than 5 year 6

Total 120

FIGURE 5.2: Percentage distribution of having a car

Interpretation:

Out of 120 respondents, 49% customers have purchase a car in last 1 year.

46

49%

31%

15%

5%

less than 1 year2-3 year4-5yearmore than 5 year

3. Were you offered test drive at a time of purchasing a car?

Purpose: This question will ensure whether customers has been offered a test drive or

not.

TABLE 5.3: Frequency distribution of test drive

Particulars Frequency

Yes , offered & taken 120

Yes ,offered but not taken 0

No, not taken 0

Total 120

FIGURE 5.3: Percentage distribution of test drive

100%

yes, offered & takenyes, offered but not takenno, not offered

Interpretation:

Out of 120 respondents, all customers offered a test drive and taken it by

NANAVATI Chevrolet showroom.

47

4. Overall, how would you rate the thoroughness of your test drive?

Purpose: This question will ensure the customer about test drive of Chevrolet motors.

TABLE 5.4: Frequency distribution of rating of test drive

Particulars Frequency

Very good 26

Good 59

Average 35

Bad 0

Very Bad 0

Total 120

FIGURE 5.4: Percentage distribution of rating of test drive

22%

49%

29%

v. goodgoodavg.badv. bad

Interpretation:

Out of 120 respondents, maximum 59 customers would like good rate the

thoroughness of test drive.

48

5. From which media did you come to know about the vehicle?

Purpose: This question determines through which media the customer came to know

about the vehicle.

TABLE 5.5: Frequency distribution of media use

Particulars Frequency

Auto fair 6

Magazines 7

Pamphlets 10

Demo 15

Souvenirs 8

Telephone enquiry 6

Newspapers 16

Friends & relatives 37

Others 15

Total 120

FIGURE 5.5: Percentage distribution of media use

5%6%

8%

13%

7%

5%

13%

31%

12%

auto fairmagazinespamphletsdemosouvenirstelephone inquirynewspapersfriends & relativesothers

Interpretation:

The total respondents of 120 customers max. Customer comes to know from their

friends and relatives about the vehicle.

49

6. Rate the facilities you were found in your vehicle?

Purpose: This question will help us to know which facility customer like the most.

TABLE 5.6: Frequency distribution of facility found in vehicle

Particulars Rating

Excellen

t

V.Good Good Average Bad

Average 6 26 68 16 4

Maintenance 8 32 57 15 8

Pick-up 12 37 59 10 2

Price 7 29 52 27 5

Fuel efficiency 12 23 67 14 4

50

ANALYSIS OF WEIGHTAGE AVERAGE METHOD

TABLE 5.6.1: Frequency distribution of average facility

(5= excellent, 0= bad)

Wi Fi Wifi

5 6 30

4 26 104

3 68 204

2 16 32

0 4 0

Total 120 370

W.A.M= 3.08

FIGURE 5.6.1: Percentage distribution of average facility

5%

22%

57%

13%

3%

excellentv.goodgoodaveragebad

INTERPRETATION:

57% of customers are saying that they have good average facility in their vehicle.

51

TABLE 5.6.2: Frequency distribution of maintenance facility

( 5= excellent, 0= bad)

Wi Fi Wifi

5 8 40

4 32 128

3 57 171

2 15 30

0 8 0

Total 120 369

W.A.M= 3.07

FIGURE 5.6.2: Percentage distribution of maintenance facility

7%

27%

47%

13%

6%

excellentv.goodgoodavg.bad

INTERPRETATION:

47% of customers are saying that they have good maintenance facility in their vehicle.

52

TABLE 5.6.3: Frequency distribution of pick-up facility

( 5= excellent, 0= bad)

Wi Fi Wifi

5 12 60

4 37 148

3 59 177

2 10 20

0 05 0

Total 120 405

W.A.M= 3.38

FIGURE 5.6.3: Percentage distribution of pick-up facility

10%

31%

48%

7%4%

excellentv.goodgoodavg.bad

INTERPRETATION:

48% of customers are saying that they having good pick-up facility in their vehicle.

53

TABLE 5.6.4: Frequency distribution of price

( 5= excellent, 0= bad)

Wi Fi Wifi

5 7 35

4 29 116

3 52 156

2 27 54

0 5 0

Total 120 361

W.A.M= 3.01

FIGURE 5.6.4: Percentage distribution of price

6%

24%

43%

23%

4%

excellentv.goodgoodavg.bad

INTERPRETATION:

43% of customers are saying that price of their vehicle is not very good but not bad

also.

54

TABLE 5.6.5: Frequency distribution of fuel efficiency facility

( 5= excellent, 0= bad)

Wi Fi Wifi

5 12 60

4 23 92

3 67 201

2 14 28

0 4 0

Total 120 381

W.A.M= 3.18

FIGURE 5.6.5: Percentage distribution of fuel efficiency

10%

19%

56%

12%

3%

excellentv.goodgoodavg.bad

INTERPRETATION:

56% of customers are saying that they having good fuel efficiency facility in their

vehicle.

55

COMPARATIVE WAM

TABLE: 5.6.6

Particulars WAM

Average 3.08

Maintenance 3.07

Pick-up 3.38

Price 3.01

Fuel efficiency 3.18

INTERPRETATION:

According to response of customer, average, maintenance, pick-up, price & fuel

efficiency all the facility is good but not very good or excellent.

56

7. For what purpose are you using the vehicle?

Purpose: This question will help us to know for what all businesses the vehicle is

used by the owner.

TABLE 5.7: Frequency distribution of purpose of using vehicle

Particulars Frequency

Own business 27

Transportation services 3

Contract basis 20

Other purposes 70

Total 120

FIGURE 5.7: Percentage distribution of purpose of using vehicle

23%

3%

16%

58%

own businesstransportation servicescontract basisother purposes

Interpretation:

The total respondents of 120 customers, 23% use the vehicle for their own

business,3% for transportation sevice,16% for contract basis & 58% for other

purposes.

57

8. How did you finance the vehicle purchase?

Purpose: This question will reveal the major sources of finance through which the

prospective customer avails finance to buy the vehicle from.

TABLE 5.8: Frequency distribution of source of finance

Particulars Frequency

Full payment 5

Bank finance 42

CHEVROLET Motor finance 63

Private finance 5

Others 5

Total 120

FIGURE 5.8: Percentage distribution of source of finance

4%

35%

53%

4%4%

full paymentbank financechevrolet motor finincepvt. Financeothers

Interpretation:

The total respondents of 120 customers, 63customers (i.e.52.5%) purchase the vehicle

through CHEVROLET motors finance.

58

9. Are you using the after sales service facility provided by the dealer?

Purpose: This question has been asked to know whether the customers are using the

after sales facility provided by the dealer or not.

TABLE 5.9: Frequency distribution of using off after sales service

Particulars Frequency

Yes 120

No 0

Total 120

FIGURE 5.9: Percentage distribution of using off after sales service

100%

yesno

Interpretation:

The total customers at Surat, a staggering 100% of the customers are using the after

sales service.

59

10. Are you satisfied by the after sales service?

Purpose: This question will show the rating of the after sales service according to the

customers.

TABLE 5.10: Frequency distribution of satisfaction of sales service

Particulars Frequency

Highly satisfied 5

Satisfied 82

Neutral 31

Dissatisfied 2

Highly dissatisfied 0

Total 120

FIGURE 5.10: Percentage distribution of satisfaction of sales service

4%

68%

26%

2%

H. satisfiedSatisfiedNeutralDissatisfiedH. dis satisfied

Interpretation:

The total respondents of 120 customers in Surat 68% (82 customers) are agreeing that

the after sales service is good.

60

11. How was your experience with NANAVATI Chevrolet motors Sales &

Service while purchasing the vehicle?

Purpose: The management wants to know the perception of the customers regarding

the experience they had while purchasing the vehicle.

TABLE 5.11: Frequency distribution of experience of purchasing vehicle

Particulars Frequency

Very Good 2

Good 59

Average 54

Bad 5

Very Bad 0

Total 120

FIGURE 5.11: Percentage distribution of experience of purchasing vehicle

2%

49%45%

4%

V. goodGoodAvg.BadV.bad

Interpretation:

When it comes to Surat 49% of the customers (i.e. 59 respondents) are agreeing to the

fact that the experience while purchasing that vehicle was good.

61

12. Rate the following aspects of after sales services on according to your level of

importance?

Purpose: This question will help us to know in after sales service which factor

customer think is more important.

TABLE 5.12: Frequency distribution of importance of after sales service

Particulars Rating

H. imp Importance Neutral Less imp. H. Less imp.

Reminder of

service

48 56 12 3 1

Spare part

availability

59 43 18 2 0

Charges 28 42 33 15 2

Discounts/Coupons 24 31 47 14 4

Time taken for

service

52 55 12 1 0

62

ANALYSIS OF WEIGHTAGE AVERAGE METHOD

TABLE 5.12.1: Frequency distribution of reminder of service

( 5= H. important, 0= H. less important)

Wi Fi Wifi

5 48 240

4 56 224

3 12 36

2 3 6

0 1 0

Total 120 506

W.A.M= 4.22

FIGURE 5.12.1: Percentage distribution of reminder of service

40%

47%

10%

3%

1%

H. importantimportantneutralless importantH. Less important

INTERPRETATION:

Maximum customers are saying that service reminder is important and should be

given in after sales service.

63

TABLE 5.12.2: Frequency distribution of spare parts availability

( 5= H. important, 0= H. less important)

Wi Fi Wifi

5 59 295

4 43 172

3 18 54

2 2 4

0 0 0

Total 120 525

W.A.M= 4.38

FIGURE 5.12.2: Percentage distribution of spare parts availability

48%

35%

15%

2%

h. importantimportantneutralless importanth. less important

INTERPRETATION:

Maximum customers are saying that spare parts availability is highly important .

64

TABLE 5.12.3: Frequency distribution of charges

( 5= H. important, 0= H. less important)

Wi Fi Wifi

5 28 140

4 42 168

3 33 99

2 15 30

0 2 0

Total 120 437

W.A.M= 3.64

FIGURE 5.12.3: Percentage distribution of charges

23%

35%

29%

13%

2%

h. importantimportantneutralless importanth. less important

INTERPRETATION:

Maximum customers are saying that charges of after sales service is important but not

highly important.

65

TABLE 5.12.4: Frequency distribution of discounts/coupons

( 5= H. important, 0= H. less important)

Wi Fi Wifi

5 24 120

4 31 124

3 47 141

2 14 28

0 4 0

Total 120 413

W.A.M= 3.44

FIGURE 5.12.4: Percentage distribution of discounts/coupons

20%

26%39%

12%

h. importantimportantneutralless importanth. less important

INTERPRETATION:

39% of customers are saying that discount/coupons is not much important for them.

66

TABLE 5.12.5: Frequency distribution of time taken for service

( 5= H. important, 0= H. less important)

Wi Fi Wifi

5 52 260

4 55 220

3 12 36

2 1 2

0 0 0

Total 120 518

W.A.M= 4.32

FIGURE 5.12.5: Percentage distribution of time taken for service

43%

46%

10%

1%

h. impimportantneutralless imp.h. less imp

INTERPRETATION:

Time taken for service is important for the customer, they should return back at

promise time.

67

COMPARATIVE WAM

TABLE: 5.12.6

Particulars WAM

Reminder of service 4.32

Spare parts availability 4.38

Charges 3.64

Discounts/Coupons 3.44

Time taken for services 4.32

INTERPRETATION:

According to response of customer, Reminder of service, spare parts availability &

time taken for services is highly important in after sales service.

68

13. How do you rate the staff of NANAVATI Chevrolet motors Sales & Service?

Purpose: From this question the management wants to know the perception of the

customers regarding the

TABLE 5.13: Frequency distribution of rating the staff

Particulars Frequency

Very Good 3

Good 65

Average 50

Bad 2

Very Bad 0

Total 120

FIGURE 5.13: Percentage distribution of rating the staff

3%

54%

42%

1%

V.goodGoodAvg.BadV.bad

Interpretation:

In Surat 65 respondents (i.e. 54%) think that the staff of NANAVATI Chevrolet

motors Sales & Service is good.

69

14. What do you like the most about NANAVATI motors Sales & Service?

Purpose: This question will help the management to know which facilities attract the

customers the most and which does not.

TABLE 5.14: Frequency distribution of liking the attribute of nanavati

Particulars Frequency

quick & prompt delivery 56

after sales service 11

Assurance 17

easy financing 17

Other 19

Total 120

FIGURE 5.14: Percentage distribution of liking the attribute of nanavati

47%

9%

14%

14%

quick & prompt deliveryafter sales serviceassuranceeasy financingothers

Interpretation:

The total respondents of 120, in which 56 (i.e.46.7%) respondents most like about

quick & prompt delivery, 11(i.e. 9.2) like after sales service, 17(i.e.14.2) both like

assurance & easy financing and 19(i.e.15.8) people like other option.

70

15. If you would like to tell us something about your purchase or ownership

experience that has not been covered in this survey, please comments?

Purpose: The purpose of this question is that to know more about Nanavati Chevrolet

motors which is not covered in this survey.

ANSWER:

Maximum respondents have said that Nanavati Chevrolet should open more service

centre in Surat.

71

CHAPTER 4

FINDINGS & CONCLUSION

72

6.1 Finding:-

Despite of the consumer regarding the facilities the dealer is providing in case of after

sales service, they still stick to purchasing Chevrolet motors. 120 % of the present

customers promise to purchase CHEVROLET motors again.

The staff can improve their performance by having more interaction with the

customers. 54% of the respondents in Surat believe that the staff rates good.

All the customers that I surveyed are using the after sales service that the dealer is

providing. They are satisfied with the after sales service provided by the dealer. But

the customers of Surat suggest that there should be one more service centre inside

Surat.

Majority of the customers are getting aware about the vehicle through friends &

relatives 30.8% of the customers in Surat.

Most of the customers are relying on bank and CHEVROLET motors finance. In

Surat city 35.0% of the customers used bank finance option while 52.5% of the

customers availed CHEVROLET motors finance.

In Surat, 58.3% of the customers are using their vehicle for other business while

22.5% of the customers used the vehicle for own business.

Quick & prompt delivery is the most important factor that attracts majority of the

customers towards the dealer. 56 out of 120 customers in Surat city .

The experience of the customer while purchasing the vehicle has been good. 49.0% of

the customers in Surat and only 2.0% customers their experience with the dealer while

purchasing the vehicle were very good.

73

6.2 CONCLUSION:-

After I have studied the level of customer’s satisfaction of Nananvati Chevrolet

Motors sales services, i got satisfied answers against my objectives of the study. From

this study I can concluded in following manner:

Only 5% of customer owns Captiva model of Chevrolet.

Staff interaction should be improved.

Only 3% of customers own vehicle for transportation services.

The satisfaction level of the customers who have used the sales services after

purchasing the motor is high so it is strong advantage of Nanavati Chevrolet motors .

Reminder and time taken for service is a most important factor for customers.

Overall most part of performance of sales service given by dealership, the customer’s

satisfaction level is day to day going to very highly.

74

CHAPTER 5

SUGGESTION AND

RECOMMENDATION

75

6.3 Suggestion:-

1. Majority of the respondents in Surat suggested that the company should open a

service centre inside Surat. Moreover, they also suggested that the company should

increase their current servicing capacity.

2. The company must focus more on their own finance company and try to provide

better finance options with reduced interest rates and lower down payments which

will lure the customers towards them.

3. The company should focus more on print advertising. Newspaper advertising

should be the main weapon for the company.

4. The company needs to reduce the time of servicing of the vehicle. Quick servicing

and prompt delivery needs to be done.

5. In terms of Brand users CHEVROLET MOTORS got 63.3 %, still CHEVROLET

has to put more efforts in term of advertisement and sales promotions to increase

users in Surat.

6. As most of the people consider the following criteria as important, Chevrolet

motors should focus on these criteria given below in order

Average

Price

Design

Maintenance

Fuel efficiency

76

Chapter 6

BIBLIOGRAPHY

77

Books:

Marketing Management – Philip Kotler, Kevin Lane Keller.

Websites:

1. http://en.wikipedia-org/wiki/Automobile-industry

2. http://www.google.co.in/images

3. http://www.chevrolet.co.in.com

78

CHAPTER 7

ANNEXURE

79

As the student of The Surat People’s College of Business Administration, Surat,

conducting a survey on “CUSTOMER SATISFACTION OF CHEVROLET AT

NANAVATI MOTORS OF SALES & SERVICES”. I request you to fill up this

questionnaire and co-operate with me, as this our academic research. I assure you that

the questionnaire which you will fill will be used only for academic purpose and

information will be kept strictly confidential.

1. Which CHEVROLET Motors do you own?

Spark Aveo-U-VA Optra Magnum Captiva.

Beat Aveo Tavera Neo-2

2. Since when you have this car?

Less than 1 year 2-3 years

4-5 years More than 5 years

3. Were you offered a test drive?

Yes, offered and taken yes, offered but not taken

No, not offered

4. Overall, how would you rate the thoroughness of your test drive?

Very good Good Average

Bad Very Bad

5. From which media did you come to know about the vehicle?

Auto Fair Magazines Pamphlets

Demo Souvenirs Telephone enquiry

Newspapers Friends & relatives others

6. For what purpose are you using the vehicle?

Own Business Transportation Services

Contract basis other purposes

7. Are you using the after sales service facility provided by the dealer?

Yes No

80

8. Rate the facilities you were found in your vehicle?

Particular Excellent Very

Good

Good Average Bad

Average

Maintenance

Pick-up

Price

Fuel

efficiency

9.    Rate the following aspects of after sales services on according to your level of

importance.

 Factors Highly

importance

Importance Neutral Less

importance

Highly less

importance

Reminder of

service

         

Spare parts

availability

         

Charges          

Discounts /

coupons

         

Time taken

for service

         

10. How did you finance the vehicle purchase?

Full Payment Bank Finance

Chevrolet motor Finance Private Finance

Other

81

11. Are you satisfied by the after sales service?

Very satisfied Satisfied Neutral

Dissatisfied Very dissatisfied

12. How your experience with NANAVATI Chevrolet was was motors Sales & Service

while purchasing the vehicle?

Very good Good Average

Bad Very Bad

13. How do you rate the staff of NANAVATI Chevrolet motors Sales & Service?

Very good Good Average

Bad Very Bad

14. What do you like the most about NANAVATI Chevrolet motors Sales & Service?

Quick and Prompt delivery after sales service

Assurance Easy financing

Others

15. If you would like to tell us something about your purchase or ownership experience

that has not been covered in this survey, please type your comments:

PERSONAL INFORMATION:-

Name: - _________________________________________________________

Gender: - Male [ ] Female [ ]

Age:-_______ Years

Occupation: - Student [ ] Business [ ] Service [ ] Housewife [ ]

Other [ ]

Income: - ______________

Contact No: - __________________________

82

83