internship project for automobile sector
DESCRIPTION
To Measure Sales satisfaction index (SSI) & Customer service index (CSI) Of ASPI Cars Pvt. Ltd. & Competitor Analysis in Automobile sector.TRANSCRIPT
The Process Adherence To Measure SSI & CSI Of ASPI Cars Pvt. Ltd. & Competitor Analysis
Prepared By:Kirtan Pandya (32)Dhiraj Premani (41)SLIMS PGP (2011-13)
Flow Of Content
Introduction Of ASPI Cars Pvt. Ltd.
History of Automotive Industry In India
Sales Process at ASPI Cars Pvt. Ltd.
Service Process at ASPI Cars Pvt. Ltd.
Research on CSI (Customer Service Index) for ASPI Cars Pvt. Ltd.
Research on SSI (Sales Satisfaction Index) for ASPI Cars Pvt. Ltd.
Sales Pattern at ASPI Cars Pvt. Ltd.
Promotional Activity at ASPI Cars Pvt. Ltd.
Competitors Analysis regarding leading automobile companies
Bibliography
Introduction Of ASPI Cars Pvt. Ltd
ASPI CARS PVT LTD is an authorized dealer of TATA motors and
FIAT & deals in sales, service and spares
MISSION
“To be The No.1 Dealer Nationally” It started its journey in the year 2006 in the month of December with its
first showroom at sarkhej narol road near vishala hotel Ahmedabad and now also at Naranpura and at chandkheda
Employees here share the information & guide customer in order to make them buy appropriate choice.
It is among the top 3 most trusted dealer of Tata Motors & Fiat brand It is also ranked 2nd among the dealers at national level and also ranked 1st
in west region (Rajasthan, Gujarat) & is known for its Best in class on time Delivery
Introduction Of ASPI Cars Pvt. Ltd
LOB(LINE OF BUSINESS)
NANO TEAM
•NANO
CAR TEAM
•Indica•Vista•Indigo CS•Manza
UV TEAM
•Safari•Sumo Gold•Sumo victa•Grande•Venture•Aria
FIAT TEAM
•Punto•Linea
Introduction Of ASPI Cars Pvt. Ltd
Team1- NANO TEAM (Small Car)
Introduction Of ASPI Cars Pvt. Ltd
Team 2- CAR TEAM
Introduction Of ASPI Cars Pvt. Ltd
TEAM 3- UTILITY VEHICLES (UV) TEAM
Introduction Of ASPI Cars Pvt. Ltd
TEAM 4- FIAT TEAM
Introduction Of ASPI Cars Pvt. Ltd
History Of Automotive Industry In India
• In 1940s the Indian automotive industry was at a very nascent stage.
• Indian automobile industry was plagued by unfavorable government policies. All it had to offer in the passenger car segment was a 1940s Morris model called the Ambassador
• In 1953, government of India and private sector came together to build an automotive component manufacturing industry to meet the rising needs of the automobile industry
• The economic liberalization in 1991 has succeeded in bringing about a sustained growth in the automotive production sector triggered by enhanced competitiveness
• A number of Indian automobile manufacturers including Tata Motors, Maruti Suzuki and Mahindra and Mahindra, have dramatically expanded both their domestic and international operations
Timeline of Indian Automobile Industry
Year Company Year Company
1901 First Indian to own a car in India – Jamshedji Tata 1995 Reva Electric Car Company
1905 Fiat Motors 1996 Hyundai Motors
1905 First Woman to drive a car in India - Mrs. Suzanne RD Tata
1997 Toyota Kirloskar Motors
1911 First Taxi in India 1997 Fiat Motors (Re-Entry)
1928 Chevrolet Motors 1998 Volvo
1945 Tata Motors 1998 Mitsubishi Motors
1947 Mahindra Motors 2003 Chevrolet
1981 Maruti Suzuki 2004 Audi
1994 Mercedes Benz 2006 BMW
1995 Ford Motors 2007 Volkswagen
1995 Honda SIEL 2009 Jaguar
History Of Automotive Industry In India
Sales Process at ASPI Cars Pvt. Ltd
Security
Reception
Customer advisor
Accounts
R.T.O.
Delivery
Service Process at ASPI Cars Pvt. Ltd
Booking
Pre-job card
Security guard
Service advisor
Service activity
Delivery (IFIR Form)
A Research OnCUSTOMER SERVICE INDEX
At ASPI Cars Pvt. Ltd.
CSI (Customer Service Index)
CSI (Customer Service Index)
Customer Satisfaction Index (CSI) is a measure of how products and services supplied by a company meet or surpass customer expectation
Significance Of CSI: Demonstrate commitment to listening to customers
Enhance profits
Gain feedback from customers about products, services, and/or support outside of what
customers provide the sales force
Improve customer satisfaction and retention
Improve quality of service
Increase market share
Increase repeat business
Obtain information on product developments, priorities, and requirements
Provide a way for unhappy customers to vent
PROBLEM STATEMENT:In spite of purchasing car from Aspi cars pvt. Ltd., some customers prefer other service stations for service of their cars
RESEARCH OBJECTIVE: Factors that prevents the customers to give their cars for service at Aspi cars
pvt. Ltd.
Improvements that customers want from service department of Aspi cars pvt.
Ltd.
Learn where the company stands in comparison with competitors
Improve customer satisfaction and retention
CSI (Customer Service Index)
RESEARCH DESIGN
Type Of Research: Descriptive
Data Collection: Primary Data: In this survey, we chose telephonic inquiry and called customers
who purchased their cars from Aspi cars Pvt. Ltd. But did not get their car serviced from Aspi. For that we prepared one questionnaire which was the only data source for our research
Sampling: The sampling was done on the random basis from the data of lost customers. Our sample size was of 198 customers
CSI (Customer Service Index)
• Data Preparation and Interpretation
DISTANCE
SERVICE TIME
SERVICE QUALITY
DISCOUNTS
PAST BAD EXPERIENCE
PRICE
WEAK RESPONSE
OTHERS (PREFER OTHER DEALER)
0 2 4 6 8 10 12 14 16 18 2019
2
14
2
13
4
16
6
REASONS FOR SERVICE DISSATISFACTION
CSI (Customer Service Index)
UNABLE TO CONTACT
SATISFIED
DISSATISFIED
HIGHLY DISSATISFIED
SOLD OUT
NO SUGGESTIONS
REMOVE FROM CALLING LIST
PURCHASED FROM OTHER DEALER
0 10 20 30 40 50 60 70 80 90 100
95
37
22
14
22
2
1
5
FINDINGS
CSI (Customer Service Index)
L.O.B. WISE ANALYSIS• Utility Vehicles
NUMBER PERCENTAGE (%)
SATISFIED 4 44.44
DISSATISFIED 5 55.55
TOTAL 9 100
CSI (Customer Service Index)
L.O.B. WISE ANALYSIS• Tata Cars
NUMBER PERCENTAGE (%)
SATISFIED 26 52
DISSATISFIED 24 48
TOTAL 50 100
CSI (Customer Service Index)
L.O.B. WISE ANALYSIS• Fiat Cars:
NUMBER PERCENTAGE (%)
SATISFIED 2 40
DISSATISFIED 3 60
TOTAL 5 100
CSI (Customer Service Index)
TEST FOR INDEPENDENCE
H0: Service satisfaction level is independent of the Service department.
H1: : Service satisfaction level is not independent of the Service department
CSI (Customer Service Index)
OBSERVED FREQUENCY
SATISFACTION LEVEL
SERVICE DEPARTMENT
SATISFIED DISSATISFIED TOTAL
FIAT 2 3 5
TATA 26 24 50
UV 4 5 9
TOTAL 32 32 64
EXPECTED FREQUENCY
SATISFACTION LEVEL
SERVICE DEPARTMENT
SATISFIED DISSATISFIED TOTAL
FIAT 2.5 2.5 5
TATA 25 25 50
UV 4.5 4.5 9
TOTAL 32 32 64
CSI (Customer Service Index)
Service department
Satisfaction level
Observed frequency(fij)
Expected frequency(eij)
(fij- eij) (fij- eij)2 (fij- eij)2/eij
Fiat Satisfied 2 2.5 -0.5 0.25 0.0039
Fiat Dissatisfied 3 2.5 0.5 0.25 0.0039
Tata Satisfied 26 25 1 1 0.0156
Tata Dissatisfied 24 25 -1 1 0.0156
Uv Satisfied 4 4.5 -0.5 0.25 0.0039
Uv Dissatisfied 5 4.5 0.5 0.25 0.0039
χ2 0.05
• The value of test statistics is χ2= 0.05.• At 0.05 level of significance, χ2α= 5.99• Since, χ2 ≤ χ2α do not reject H0. Therefore, we can conclude that Satisfaction level is independent of the Service department
FINDINGS• Weak response in terms of handling customer complaints before and after service
• Damage of parts of cars by service staff which prevents customer to come again for service
• From 198 customers, 95 were unable to contact, 37 were satisfied, 22 were dissatisfied and
14 were highly dissatisfied.
• The service quality of different L.O.B. does not vary.
CSI (Customer Service Index)
A Research OnSALES SATISFACTION INDEX
At ASPI Cars Pvt. Ltd.
SSI (Sales Satisfaction Index)
SSI0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
9.4
10.1
11.4
12.4
14.8
16.4
25.5
DELIVERY PROCESSDELIVERY TIMINGSALES PERSONSALES INITIATIONDEALER FACILITYPAPERWORKDEAL
SSI (Sales Satisfaction Index)
SSI Factors & Attributes
PROBLEM STATEMENT Decreasing SSI (Sales Satisfaction Index) of ASPI Cars Pvt. Ltd
RESEARCH OBJECTIVE Factors that affects consumer while purchasing a car Factors that needs to be improved in Sales process Improvements or suggestions by the customer to make the Sales process better
RESEARCH DESIGN Data Collection: Primary Data: In this survey, we chose telephonic inquiry and
called customers who purchased their cars from ASPI cars Pvt. Ltd in Feb-March 2012. For that we prepared one questionnaire which was the only data source for our research.
SSI (Sales Satisfaction Index)
ENTRANCE
RANKNO. OF PEOPLE
0 8
1 3
2 3
3 13
4 23
5 51
101
08% 1
3% 23%
313%
423%
550%
ENTRANCE
SSI (Sales Satisfaction Index)
RECEPTION
RANK NO. OF PEOPLE
0 5
1 4
2 4
3 11
4 22
5 57
103
05% 1
4% 24%
311%
421%5
55%
RECEPTION
SSI (Sales Satisfaction Index)
CUSTOMER ADVISOR
RANK NO. OF PEOPLE
0 0
1 1
2 0
3 8
4 24
5 68
101
11% 3
8%
424%
567%
CUSTOMER ADVISOR
SSI (Sales Satisfaction Index)
AMBIENCE
RANK NO. OF PEOPLE
0 0
1 0
2 1
3 20
4 36
5 48
105
21%
319%
434%
546%
AMBIENCE
SSI (Sales Satisfaction Index)
TESST DRIVE
RANK NO. OF PEOPLE
0 2
1 1
2 2
3 5
4 15
5 51
76
03% 1
1% 23% 3
6%
420%
567%
TEST DRIVE
SSI (Sales Satisfaction Index)
FINANCE
RANK NO. OF PEOPLE
0 2
1 2
2 1
3 6
4 6
5 35
52
04% 1
4% 22%
311%
412%
567%
FINANCE
SSI (Sales Satisfaction Index)
DELIEVERY
RANK NO. OF PEOPLE
0 3
1 4
2 2
3 6
4 18
5 71
104
13%
24% 3
2%4
6%
517%
668%
DELIVERY
SSI (Sales Satisfaction Index)
Satisfied 61/105
Improvement in P.D.I. 5
Absence of receptionist / refreshment not offered 3
Problem in finance 4
Proper response from Customer Advisor before & after the booking 10
Proper parking area for customers 6
Weak response from R.T.O. department 2
Test drive vehicle not available 2
Late delivery 2
SSI (Sales Satisfaction Index)
FINDINGS
• Proper guidance for the visitors about parking by security guard & parking
board as well
• P.D.I process needs a lot of improvement
• Continuous check on whether customers are provided refreshment facility
in time
• Customer should be treated equally before & the booking of a car
• Door to door delivery of R.C. Book
SSI (Sales Satisfaction Index)
SUGGESTIONS
• There should be soft music in the background
• Showroom should be more spacious & provide privacy to customers
• Each and every process of the event should be monitored carefully
• ASPI should provide cover for the car to new customers
• On time delivery of car
SSI (Sales Satisfaction Index)
SUGGESTIONS (CONTD)
• Customers are fully satisfied with the demonstration given to them about
the car which shows that our customer advisors are very efficient
• Refreshment facility is very good (but can be improved)
• Cleaning department is very much effective and sincere about their work
SSI (Sales Satisfaction Index)
GOOD THINGS AT ASPI Cars Pvt. Ltd.
SALES PATTERN
Under this project, we analysed the sales data of year 2010 & 2011 which contained
month wise sales of individual cars, type of finance (self / finance), intended usage (personal /taxi), type of fuel used (petrol / diesel), L.O.B. (Line of business) and Variants in each car.
We compared two year data which is useful in two ways 1) To manage the inventory for the upcoming years, 2) To find the loopholes. RESEARCH METHOD
Secondary data: In this particular research, all the data were secondary which were provided by the company itself.
JANUARY FEBRU-ARY
MARCH APRIL MAY JUNE JULY AUGUST SEPTEM-BER
OCTOBER NOVEM-BER
DECEM-BER
Series1 145 189 212 134 158 208 208 243 222 256 101 218
Series2 163 134 169 60 120 100 67 166 183 155 135 169
25
75
125
175
225
275
SALES
• As you can see form the graph, sales in each month except January has decreased in 2011
compared to 2010. The reason could be new car launches in 2011 like, Hyundai Eon, Volkswagen
Jetta, Nissan Sunny Diesel, Mahindra XUV 500, Toyota Etios ,Liva and Honda Brio.
• The other reason for decline in sales is opening of 3rd dealer of TATA Motors in Ahmedabad.
SALES PATTERN
SALES PATTERN
JANU-ARY
FEBRU-ARY
MARCH APRIL MAY JUNE JULY AUGUST SEPTEM-BER
OCTO-BER
NOVEM-BER
DECEM-BER
Series1 61 76 71 54 54 91 96 124 70 104 48 78
Series2 68 49 65 17 55 37 16 85 73 45 40 58
1030507090
110130
SELF
JANUARY FEBRU-ARY
MARCH APRIL MAY JUNE JULY AUGUST SEPTEM-BER
OCTOBER NOVEM-BER
DECEM-BER
Series1 84 113 141 80 104 117 112 119 152 152 53 140
Series2 95 85 104 43 65 63 51 81 110 110 95 111
10
50
90
130
FINANCE
JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEM-BER
OCTOBER NOVEM-BER
Series1 139 175 198 128 141 191 203 236 201 246 98
Series2 161 132 159 55 116 95 64 162 177 151 132
2575
125175225275
PERSONAL
JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEM-BER
OCTOBER NOVEM-BER
Series1 6 14 14 6 17 17 5 7 21 10 3
Series2 2 2 10 5 4 5 3 3 6 4 3
2.57.5
12.517.522.5
TAXI
SALES PATTERN
JANUARY FEBRU-ARY
MARCH APRIL MAY JUNE JULY AUGUST SEPTEM-BER
OCTOBER NOVEM-BER
DECEM-BER
Series1 63 63 75 46 47 76 91 53 53 52 22 49
Series2 64 30 34 11 22 19 19 31 22 30 21 42
5
25
45
65
85
PETROL
JANUARY FEBRU-ARY
MARCH APRIL MAY JUNE JULY AUGUST SEPTEM-BER
OCTOBER NOVEM-BER
DECEM-BER
Series1 82 126 137 88 111 132 117 190 169 204 79 169
Series2 99 104 135 49 98 81 48 135 161 125 114 127
25
75
125
175
225
DIESEL
SALES PATTERN
FIAT CAR TEAM UVs NANO
Series1 241 1426 253 374
Series2 130 933 289 269
100300500700900
110013001500
L.O.B.
SALES PATTERN
SALES PATTERN
CX LX STD
Series1 139 187 48
Series2 105 123 44
1030507090
110130150170190
NANO
SALES PATTERN
AQUA AURA ELAN
Series1 36 441 0
Series2 39 185 40
25125225325425
INDIGO MANZA
GLS GLX LE LX LS XL VX
Series1 5 28 9 106 31 43 0
Series2 2 14 10 106 34 14 NaN
1030507090
110
INDIGO eCS
SALES PATTERN
DLE DLS XETA LE LS LX
Series1 57 107 9 0 0 0
Series2 2 5 0 3 89 32
1030507090
110
INDICA
AQUA AURA TERRA QUADRAJET
Series1 113 256 185 0
Series2 17 77 91 167
25
125
225
INDICA VISTA
SALES PATTERN
CX EX GX LX
Series1 59 2 3 1
Series2 76 2 1 6
5
25
45
65
SUMO VICTA
EX GX LX VX
Series1 56 15 25 24
Series2 57 6 22 14
5
25
45
SAFARI
SALES PATTERN
PRESTIGE PRIDE PLEASURE PURE
Series1 5 1 0 0
Series2 13 13 20 23
2.57.5
12.517.522.5
ARIA
EX GX LX
Series1 7 6 35
Series2 1 6 2
2.5
12.5
22.5
32.5
SUMO GRANDE
SALES PATTERN
1 2
HT 1 9
13579
SPACIO
1 2
EX 1 1
0.1
0.5
0.9
XENON
SALES PATTERN
DYNAMIC EMOTION ACTIVE
Series1 1 54 42
Series2 3 40 30
5
25
45
FIAT PUNTO
Axis Title
ACTIVE DYAMIC EMOTION T JET
Series1 4 8 128 3
Series2 2 3 48 4
1030507090
110130
FIAT LINEA
1. EVENTS
2. ONLINE PROMOTION
3. IN-HOUSE ACTIVITY
Promotional Activity at ASPI Cars Pvt. Ltd
EVENT PRE-PLANING EVENT DAY FOLLOW UP
Promotional Activity at ASPI Cars Pvt. Ltd
EVENT
Promotional Activity at ASPI Cars Pvt. Ltd
ONLINE PROMOTION
Promotional Activity at ASPI Cars Pvt. Ltd
Promotional Activity at ASPI Cars Pvt. Ltd ONLINE PROMOTION
Promotional Activity at ASPI Cars Pvt. Ltd
IN-HOUSE ACTIVITY:
IN-HOUSE ACTIVITY:
Promotional Activity at ASPI Cars Pvt. Ltd
Competitor Analysis & Consumer Perception Regarding Leading
Automobile Companies
Competitor Analysis & Consumer Perception
RESEARCH OBJECTIVES
• To understand the consumer perception at the time of car
purchase
• To analyse the position of leading automobile companies and
extract their strong & weak points
• Factors affecting at the time of second car purchase
• Retention level of each company in terms of attracting
customers again
RESEARCH DESIGN
TYPE OF RESEARCH:
• Descriptive
DATA COLLECTION:
• Primary data: Communication Study
– Close-ended, multiple choices.
– Research instrument- Questionnaire
– Also collected 19 responses from
Facebook by posting our survey there
SURVEY APPROACH:
• We got our questionnaire filled
from the users of the different
cars. We collected data from
different showrooms, malls and
parking areas.
SAMPLING:
• The data of 140 peoples was
collected.
Competitor Analysis & Consumer Perception
Company No. Of PeopleMaruti Suzuki 36Tata 30Hyundai 29Honda 19Mahindra 26 140
DATA ANALYSIS & INTERPRETATION:
First car owners:
Competitor Analysis & Consumer Perception
• Rank Of Maruti Suzuki From 1 To 5:
1 2 3 4 5
Rank 1 2 3 4 5
No of people 56 31 20 18 15
51525354555
Maruti Suzuki
Competitor Analysis & Consumer Perception
• Rank Of TATA Motors From 1 To 5:
1 2 3 4 5
Rank 1 2 3 4 5
No of people 18 23 31 43 25
2.5
12.5
22.5
32.5
42.5
TATA Motors
Competitor Analysis & Consumer Perception
• Rank Of Hyundai From 1 To 5:
1 2 3 4 5
Rank 1 2 3 4 5
No of people 25 44 37 21 13
2.5
12.5
22.5
32.5
42.5
Hyundai
Competitor Analysis & Consumer Perception
• Rank Of Honda From 1 To 5:
1 2 3 4 5
Rank 1 2 3 4 5
No of people 24 26 40 35 15
2.57.5
12.517.522.527.532.537.542.5
Honda
Competitor Analysis & Consumer Perception
• Rank Of Mahindra From 1 To 5:
1 2 3 4 5
Rank 1 2 3 4 5
No of people 17 16 12 23 72
515253545556575
Mahindra
Competitor Analysis & Consumer Perception
• Factors That Consumer Considers While Purchasing The First Car
perfor-mance
price looks brand name
low main-tainance
features
Series1 84 65 64 60 47 41
51525354555657585
Factors
Competitor Analysis & Consumer Perception
• SATISFACTION LEVEL:
• Out of 140 customers, only 4 customers were not satisfied
with their car. And the reasons for their dissatisfaction were
high maintenance, inefficient after sales service
• So we can say that, satisfaction level of the customers with
their current car is approximately 97%
Competitor Analysis & Consumer Perception
• Second Car Preference:
Company No. Of People
Maruti 30
Tata 25
Hyundai 29
Honda 35
Mahindra 19
Others 9
147
Competitor Analysis & Consumer Perception
• Factors That Consumer Considers While Purchasing The Second Car
brand name
per-for-
mance
looks fea-tures
after sales
service
low main-
tainance
resale value
price
Series1 64 36 31 8 6 5 5 5
5152535455565
Factors
Competitor Analysis & Consumer Perception
• Retention Level:
First Car No Of People Same Car % Retention
Maruti 36 12 33
Tata 30 13 43Hyundai 29 9 31Honda 19 7 37Mahindra 26 15 58
Competitor Analysis & Consumer Perception
maruti tata hyundai honda mahindra
Series1 33.3333333333333
43.3333333333333
31.0344827586207
36.8421052631579
57.6923076923077
5152535455565
% Retention
Competitor Analysis & Consumer Perception
• Findings:
• As the larger proportion of Indians contains middles class people,
they prefer Maruti as their first cars as it has looks and it provides
better performance as well
• From our analysis customers ranked Maruti on 1st rank, Hyundai on
2nd rank, Honda on 3rd rank, TATA on 4th rank and Mahindra on 5th rank
• While purchasing the first car, 3 most important factors which
consumers take into consideration are performance, price and looks
Competitor Analysis & Consumer Perception
• While purchasing the second car, 3 most important factors which consumers
take into consideration are brand name, performance and looks
• When it comes to purchasing the second car, customer’s preference diverges to
Honda from Maruti because Honda has a bigger brand name
• By comparing factors for car purchase, we can say that in the first car purchase,
price is considered second most important factor but when it comes to
purchasing second car, price is considered to be the least important factor
• When it comes to retention (purchasing a car from same company), Mahindra
comes at the top followed by TATA Motors, Honda, Maruti and Hyundai
Competitor Analysis & Consumer Perception
• Sample Questionnaire:
1. Rank the below given automobile companies. Maruti Suzuki TATA Motors Hyundai Honda Mahindra
2. Which car do you own? ____________
3. What are the top 3 reasons behind purchasing this car?
Brand name Looks Price Performance Features Low maintenance Resale value After sale services
Competitor Analysis & Consumer Perception
Sample Questionnaire (Continue):4. Are you fully satisfied with your car? Yes No
5. If no, then what is the reason behind it? _______________________
6. Which company would you prefer for your second car & why?
___________________________________________________
Competitor Analysis & Consumer Perception