CHAPTER-1

1.1 INTRODUCTION
1.2 INDUSTRY PROFILE
1.3 COMPANY PROFILE
1.4 REVIEW OF LITERATURE

1
 1.1 INTRODUCTION

Customer satisfaction depends on the performance relative to a expectations.

A key premise in customer satisfaction is understanding the needs and meeting

or exceeding the expectations of customers. Further more, this is done while optimally

using resources. While most companies have developed strategies to improve quality

and external customer service, internal customer satisfaction is a much neglected

component of quality improvement. To this end, it is important to emphasize that total

customer satisfaction can be attained only if all employees devoted to external

customer satisfaction  can work together and assist each other to achieve the common

objective, when the internal customer isn't satisfied, Relationships with the external

customer suffer. So, it is suggested to adopt customer oriented approach to keep the

internal customer satisfied and motivated, who in turn will focus their attention and

energy upon meeting the requirements of their customers, thereby maximizing the

customer, thereby maximizing the customer satisfaction.

Customer satisfaction survey is the process to monitor the satisfaction quotient

of their people. In internal satisfaction surveys therefore tracks the return on your

investments in keeping your people happy, high salaries, a quality culture, a healthy

work environment.

2
INTRODUCTION TO CUSTOMER SATISFACTION:

Today’s companies are facing their toughest competition ever. These companies

can outdo their competition if they can move from product and sales philosophy to a

marketing philosophy. We spell out in detail how companies can go about winning

customers and outperforming competitors. The answer lies in doing a better job of

meeting and satisfying customers needs. Only customer-centered companies are adept

at building customers, not just building product. They are skilled in market

engineering, not just product engineering.

Too many companies think that it is the marketing/sales department’s job to procure

customers. If that department cannot, the company draws the conclusion that its

marketing people aren’t very good . but in fact, marketing is only one factor in

attracting and keeping customers. The best marketing department in the world cannot

spell products that are poorly made or fail to meet anyone’s need. The marketing

department can be effective only in companies whose various departments and

employees have designed and implemented a competitively superior customer value-

delivery system.

Although the customer oriented firms seek to create high customer satisfaction, its

main goal is to maximize customer satisfaction ,first the company can increase

customer satisfaction by lowering its prices, but results may be lower profits second

3
the company might be able to increase prices. Third the company has many stake-

holders including employees, dealers, suppliers and stock holders spending more to

increase customer satisfaction might divert funds from increasing the satisfaction of

other partner. Estimate the company must operate on the philosophy that it is trying to

deliver a high level of satisfaction to the other stake-holder within the constrains of its

resources. From the past studies of last three decades we observed that the company’s

first task is to create and satisfy customers. But today’s customers face a vast array of

product and brand choice prices and suppliers.

It is generally believed that customers estimate which offer will deliver the most value

customers are like value maximizes, within the bounds of search costs and limited

knowledge, mobility income, they form an expectation of value and act on it, whether

or not the offer lives up to the value expectations affects customer’s satisfaction and

their repurchase probability.

CUSTOMER VALUE:

Customer delivered value is the difference between the total customer value and

total consumer cost. Consumer value is the bundle of benefits customers expect from a

given product or service. Total consumer cost it the bundle of costs consumer expect to

incur in evaluating, obtaining and using the product.

That two customers can report being “highly satisfied” for different reasons. one may

be easily satisfied most of the time and other might be hard to please but was pleased

4
on this occasion. Companies should also note that managers and salespeople can

manipulate their ratings on customer satisfaction. They can be especially nice just

before the survey. They can also try to exclude unhappy customers from the survey.

Another danger is that if customers will know that the company will go out of its way

to please customers, some customers may express high dissatisfaction (even if

satisfied) in order to receive more concession.

DELIVERING CUSTOMER VALUE AND SATISFACTION:

The value chain is a tool for identifying ways to create more customer value. every

firm is a collection of activities that are performed to design, produce, market, deliver

and support its product. The value chain identifies nine strategically relevant activities

that create value and cost in a specific business. These nine value-creating activities

consist of five primary activities and four support activities.

5
 1.2 INDUSTRY PROFILE

HISTORY OF AUTOMOBILE
The history of the automobile begins as early as 1769, with the creation of
steam-powered automobibles capable of human transport. In 1806, the first cars
powered by internal combustion engines running on fuel gas appeared, which led to
the introduction in 1885 of the ubiquitous modern gasoline- or petrol-fueled internal
combustion engine. Cars powered by briefly appeared at the turn of the 20th
century but largely disappeared from commonality until the turn of the 21st century,
when interest in low- and zero-emissions transportation was reignited. As such, the
early history of the automobile can be divided into a number of eras based on the
prevalent method of automotive propulsion during that time. Later periods were
defined by trends in exterior styling and size and utility preferences.

INDIAN AUTOMOTIVE INDUSTRY

Automobile industry plays a very vital role in the Indian Economy. Its
connections with various other sectors of the economy make it an important
component of the economy. Various industries such as steel and rubber depend
largely on the auto industry. The revenue generated due to these sectors also
contributes to the enhancement of the national economy. Infrastructural
development of a nation comprises of urban development, rural development and
industrial development, but the hidden requirement of infrastructure is the
connectivity between various regions, which is fulfilled by the automobile
industry. The auto industry plays a significant role in shaping a country’s economy
and development. The first automobile in India was a Truck run in Mumbai in the
year 1887. The manufacturers of that heavy commercial vehicle had given rise to a

6
new era in the Indian history. Slowly many firms started setting up various small
manufacturing units in India. As a result the first few passenger vehicles such as the
Fiat, Premiere Padmini, Lemhrata scooters, etc. came into production in India.

HISTORY OF INDIAN AUTOMOTIVE

Indian Automotive Industry - 1940–1960

The era from 1940 to late 1950’s experienced the nascent period of the industry;
where in a number of new companies came into existence for the production of the
automobiles. Amongst these very few companies survived the impositions of the
government. A major part of the private sector in the budding industry was swiped
out due to license raj imposed by the government. The government had a socialistic
approach towards development, thus the auto industry did not face much
competition in its initial stages. Due to lack of competition the industry faced losses
in form of low purchases due to the same automobile models. The growth of the
industry during this period was very slow due to the low economic status of the
country.

Indian Automotive Industry - 1970–1990

A few changes in the growth rate were seen during the years 1970 to 1980 when a
few new industries entered the market with new models. This profited the market
and enhanced the growth of the industry. The companies such as Telco (currently

7
owned by Tata Motors), Ashok Leyland and Bajaj Premier entered the market
with the launch of the new range of commercial vehicles.

Indian Automotive Industry - 1991–2008

In the year 1991 the new reforms were introduced. The new rules and regulations
introduced attracted a number of new changes to the industry.

Privatisation in India:The restrictions of license raj on the private sector of the

industry were abolished. As a result new private sector companies entered the
market and the competition gained new heights. People encouraged the introduction
of new models in the industry and the profits further increased.

Tax reforms in India: The taxes on the industries not only automotive industry
but all the other industries were reduced. This change resulted in a overall
increment in the national economy, which brought India on the international map as
a new player with potential markets.

8
 1.3 COMPANY PROFILE

INTRODUCTION

Lakshmi Motors was established in the year 1988. It is a partnership

concern having its Head Quarters situated at No.37, sakthi nagar, saligrammam,
Chennai-600093 with five branches in Chennai city and branches at Bangalore. The
main business of the concern is wholesale and retail of Automobile Body parts, Iron
& Steel, Carbide, Silencers, Hacksaw Blades, Metal Paste and Arc & Gas Welding
Rods.

The firm purchases the Automobile Body parts and metal paste from
its sister concern like Rehoboth Industries and also purchase the materials from
Mumbai, Delhi, Calcutta and Ahmedabad. Iron & Steel and other materials are
purchased from Chennai city and other parts of TamilNadu and Kerala. The firm
has sufficient storage capabilities and transport facilities to stock and supplies the
materials on time.

Most of the sales are on wholesale basis only to dealers of Automobile

Body parts all over south India. Counter sales are also done. Materials are supplied
to Government departments such as Government central Automobile Workshop,
Southern Railways and Aarin and also to leading reputed companies like M.P.L.
Motors, Khivraj Motors, Sanchetti Motors and Hex Mobiles. The firm is having
well trained and experienced staffs to sell the materials.

Automobile body parts and accessories are available for all types of
four wheelers and three wheelers. As most of the automobile body parts are
manufactured from its sister concerns, the firm is able to supply the materials
without any delay and interruption.

9
 LAKSHMI MOTOR-CHENNAI -2

Name Lakshmi Motor

Address 37,sakthi nagar ,
saligrammam,
Chennai-600093.
Status Partnership
Partners 1. S.sundar, s/o v.somasundharam
2. V.S.selvam, s/o v.somasundharam
3. V.S.soman, s/o v.somasundharam
Started 1988
Bank ICICI bank ltd,
Porur branch,
Chennai-600116.
A/c no 603605035657
Branches 1. Journalist colony,Bangalore-2
2. Nungamabakkam,Chennai-34
3. Teynampet,Chennai-18
4. N.S.K nagar,Arumbakkam,Chennai-106
5. Tambaram,Chennai-45
Godowns 5 Godowns at Chennai city
Nature Trading of all car body parts, iron & steel, carbide, silencers, hacksaw
blade, metal paste and arc & gas welding rods etc
Purchase Purchases are made locally & other states. Automobile body parts are
purchased mainly from our sister concerns and also from other states like
Mumbai, Delhi, Calcutta. Iron and steel are purchased from Chennai city
and other materials are purchased from other parts of TamilNadu
Sales Sales are made on wholesale and retail basis. Most of the sales are on
wholesale basis only i.e. to dealers of automobiles body parts all over
TamilNadu and as well as all over south India. Counter sales are also
done and the materials are supplied to government department such as
Government. Central Automobile Workshop, Southern Railways and
Aavin.
Market Most of our products are marketed through out branches and sister
concerns. All over TamilNadu and south India we have branches and
sister concerns. So it is very easy to market the products

1.4 REVIEW OF LITERATURE

10
 Many studies suggest that there is a fundamental difference between products
and services, namely it is the way they are produced and consumed (Gronroos
1990; Gronroos 1998), (Edvardsson 1997; Edvardsson 2000), (Bateson and
Hoffman 1999). The time period between service production and consumption is
considerably shorter than for products. Most of the services are produced “on a
spot” in an interactive process, in which customers and company employees meet.

Satisfaction with service quality depends on a large number of dimensions-

both tangible and intangible attributes of the product-service offer. The impact of
intangible dimensions on consumer satisfaction is of particular interest at this point.

Many psychological studies even show that non-verbal behaviour by the

service provider greatly affects service evaluation (Gabott Mark 2000). Even
customers own involvement and participation in the service delivery affect
customer satisfaction (Kelly, Skinneretal 1982).

Due to the differences in production and provision of products and services,

customers evaluate quality and attributes of material goods and services in different
ways (Mathe and Shapiro 1993). This realization has initiated a discussion on the
need for special tools for evaluating more diverse and less tangible service (De
Brentani 1989). Responding to the growing demands for developing specific and
reliable ways to measure customer satisfaction in service industries, a number of
studies have been conducted that suggested methodological frameworks for
measuring customer satisfaction (Markovic and Horvat 1999).

Other studies looked at what measures are used by service companies for
measuring customer satisfaction. Studying how financial sector measures customer
satisfaction Edgett and Snow (1997) showed that even though it is mostly
traditional (financial) measures that are being used by the sector, they do not

11
provide a sufficient basis for innovation in services and multidimensional
approaches need to be devised.

The two most often used types of measures in service companies are the
increase in the number of customers and increase in portfolio dollars. However, the
most useful types were direct personal interviews with customers and measures of
customer expectations and perceptions. Surprisingly, companies use traditional
quantitative measures, but perceive qualitative measures as the most useful. Authors
concluded that financial institution are not satisfied that the traditional accounting-
type measures are presenting the full performance picture for new products (Edgett
and Snow 1997)

According to Gronross (1982), the quality of a service perceived by

customers will differ depending on what strategy the company chooses to delivery
and promote that service. The service quality model by Gronoos holds that the
quality of a service, as it is perceived by the customer, can be divided into technical
quality and functional quality dimensions. The former denotes what the customer
receives as the output of a service production process and the latter how the
technical quality is produced and transferred to the customers during buyer-seller
interactions.

Gronoss posits that the technical quality is the “basis condition for a
positively perceived total quality, but the functional quality is one that adds
competitive edge” (Gummesson and Gronross 1987). Furthermore, in the
relationship marketing, the growth of the importance of functional quality in
comparision to technical quality becomes a strategic one (Gronross 1993).

The distinction is also made in the model between perceived and expected
service quality and it is suggested that the quality is perceived subjectively.

12
Gronroos (1998) further develops the model by positing that in the case of a
company, which extends product offer with services, it is more appropriate to talk
about total perceived quality. According to him, a high perceived quality is obtained
when the experienced quality meets customer expectations, i.e. the expected
quality. However, if the expectations are unrealistic, the total perceived quality will
be low, even if high quality was experienced (Gronoos 1988).

The expected quality is heavily influenced by market communication

(advertising, sales campaigns, PR and direct mail), word-of-mouth, company
image, customer needs. While a company directly controls market communication,
the word-of-mouth and company image are outside its immediate reach. Gronross
conclusion is that the total perceived quality is not only defined by the level of
technical and functional dimensions, but also by the gap between the expected and
the experienced quality.

THE SERVQUAL MODEL

Given the growth of services in the last decades, many researchers have
recongnised the need to develop measures of service quality. One of the most often
used measures is the SREVQUAL based on extensive research in generic
determinants of perceived service quality (Parasuraman, Berry et al, 1991;
Parasuraman, Berry et al, 1993; Perasuraman, berry et al, 1994).

The model measures the difference between customer’s expectations about

general quality of a certain group of services providers and their perceptions about
the actual performance of a service provider from that group. It uses a set of service

13
quality measured by a 22-item scale. The model defines customer satisfaction as
perceived service quality, which is the gap between expected services and
perception of service actually received. Many studies in different services industries
use the model as a basis for developing surveys to evaluate customer satisfaction,
which was the ambition of the authors.

14
 CHAPTER-2

2.1 SCOPE OF THE STUDY

2.2 NEED FOR THE STUDY

2.3 OBJECTIVES OF THE STUDY

2.4 LIMITATIONS

2.5 RESEARCH METHODOLOGY

2.1 SCOPE OF THE STUDY

15
 The study on consumer’s satisfaction towards the products and services of
Lakshmi Motors at saligrammam in Chennai city.

 The study reveals a lot of information such as the preference nature of the
consumer’s expectation towards the product.

 The study helps to gather information about various competing concern of

the same product.

 This makes to know how effectively the product influences the consumer’s
satisfaction and how to retain the consumers in the market.

2.2 NEED FOR THE STUDY

16
 The reaearch has been conducted for evaluating the consumers satisfaction
level towards the product and services of Lakshmi motors .

 This will also helps Lakshmi motors to know their product awareness
among consumers.

 This will also helps to know the opinions on the quality and designs and
also services of Lakshmi motors. It also helps the company to identify the
various sources about the sales network.

2.3 OBJECTIVES OF THE STUDY

17
 PRIMARY OBJECTIVE :

To study the consumer’s satisfaction towards the purchase of motors

spares and services at LAKSHMI MOTORS.

SECONDARY OBJECTIVES :

1. To identify the quality of services rendered to the consumers.

2. To identify the inconvenience faced by the consumers attached to the

purchase of the product at LAKSHMI MOTORS.

2.4 LIMITATIONS

18
  The major constrain is the short period of time for the study.

 The study is done within Chennai city only.

 The sample size taken for the study was limited.

 Most of the respondents are LAKSHMI MOTORS customer, so there exists a

chance of respondent’s basis

2.5 RESEARCH METHODOLOGY

INTRODUCTION

19
 This is an empirical study based on survey methods. A detailed
discussion was done with some of the consumers in Chennai. The data were
collected from both primary and secondary sources.

TYPE OF DATA

The researcher has used two different data from the consumer’s point of
view.

 PRIMARY DATA

The major tool of the data collection has been used in this
method is questionnaire method. The data collected from the
consumer’s point of view, where the consumers are the part of
sales in the marketing. The interview has been constructed to
access the consumer towards purchase of motors. The interview
scheduled is designed with two parts namely, personal details
and details relating to the topic. The researcher met the regular
consumers and who are new too. .

 SECONDARY DATA

The secondary data has been collected from the company

website, and from the past project reports submitted.

20
SAMPLING SIZE

The samples have been chosen from existing consumers from the dealers.
The sample size of 60 respondents was taken by the researcher for the research.

TOOLS FOR ANALYSIS

Percentage Analysis is used as a tool for the analysis of Primary Data.

CHAPTER-3

21
 DATA ANALYSIS AND INTERPRETATION

TABLE-3.1

Distribution of respondents based on the ownership of the vehicle

Percentage of
Response No. of Respondents
Respondents
Yes 45 75%

22
 No 15 25%
Total 60 100%

If yes means mention the vehicles

CHART-4.1

Distribution of respondents based on the ownership of the vehicle

23
80% 75%
70%

60%

50%

40%
Percentage of Respondents
30% 25%
20%

10%

0%
Yes No

TABLE-3.1(a)

24
 Types of vehicles

Percentage of
Response No. of Respondents
Respondents
Bike 25 55.5%
Car 13 29%
Truck 7 15.5%
Total 45 100%

Source: Primary Data

INFERENCE

From the above table it is inferred that 55.5% of the respondents have bike,
29% of the respondents have car and 15.5% of respondents have truck.

CHART-4.1(a)

25
 Types of vehicles
60.00%
56%

50.00%

40.00%

30.00% 29%
Percentage of Respondents

20.00%
16%

10.00%

0.00%
Bike Car Truck

TABLE-3.2

Consumer loyalty towards Lakshmi Motors product

Percentage of
Response No. of Respondents
Respondents
Yes 45 75%
No 15 25%
Total 60 100%

26
Source: Primary Data

INFERENCE:

From the above table, it is inferred that 75% of the respondents are regular
and 25% of the respondents are not regular to them.

CHART-4.2

Consumer loyalty towards Lakshmi Motors product

27
80% 75%
70%

60%

50%

40%
Percentage of Respondents
30% 25%
20%

10%

0%
Yes No

TABLE-3.3

28
 Consumers past years of relationship with Lakshmi Motors

Percentage of
Response No. of Respondents
Respondents
1-2years 5 8.33%
3-5years 10 16.67%
5-7years 15 25%
More than 7-years 30 50%
Total 60 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 50% of respondents are purchasing
the materials for more than 7-years, 25% of the respondents for 5-7years, 16.67% of
the respondents for 3-5years and 8.33% of the respondents for 1-2years.

CHART-4.3

Consumers past years of relationship with Lakshmi Motors

29
60.00%

50.00%
50.00%

40.00%

30.00%
Percentage of Respondents
25.00%

20.00%
16.67%

10.00% 8.33%

0.00%
1-2years 3-5years 5-7years More than 7-years

TABLE-3.4

30
 Respondents satisfactory level towards the purchase of product from Lakshmi
Motors

Percentage of
Response No. of Respondents
Respondents
Highly-Satisfied 37 61.67%
Satisfied 13 21.67%
Unsatisfied 10 16.66%
Total 60 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 61.67% of the respondents are highly-
satisfied in their purchasing level, 21.67% of the respondents are satisfied and
16.66% of the respondents are unsatisfied with the purchases in Lakshmi Motors.

CHART-4.4

31
 Respondent’s satisfactory level towards the purchase of product from Lakshmi
Motors

70.00%
61.67%
60.00%

50.00%

40.00%

Percentage of Respondents
30.00%
21.67%
20.00% 16.66%

10.00%

0.00%
Highly-Satisfied Satisfied Unsatisfied

TABLE-3.5

32
 Various discounts offered to the consumers of Lakshmi Motors

Percentage of
Response No. of Respondents
Respondents
Yes 45 75%
No 15 25%
Total 60 100%

If yes, what kind of discounts and price reductions does provide Lakshmi Motors to
you?

CHART-4.5

33
 Various discounts offered to the consumers of Lakshmi Motors
80% 75%
70%

60%

50%

40%
Percentage of Respondents
30% 25%
20%

10%

0%
Yes No

TABLE-3.5(a)

Various kinds of discounts

34
 Percentage of
Response No. of Respondents
Respondents
Regular buying discounts 25 55.5%
Bulk purchase discounts 13 29%
Price reduction for paying net
7 15.5%
cash
Total 45 100%

Source: Primary Data

INFERENCE:

From the above table it is inferred that 55.5% of respondents are benefited by
consuming regular discounts to their products, 29% of the respondents are satisfied
with the bulk purchases and 15.5% are satisfied with their price reduction for
paying net cash in Lakshmi Motors.

CHART-4.5(a)

Various kinds of discounts

35
60.00% 56%
50.00%
40.00%
29%
30.00%
20.00% 16%
10.00%
0.00%
Percentage of Respondents
ts ts sh
o un o un t ca
d isc isc gn
e
g ed iy n
yin has a
bu rc rp
lar pu fo
gu u lk on
Re B ucti
d
re
ice
Pr

36
 TABLE-3.6

Percentage of respondents who enjoyed discounts

Percentage of
Response No. of Respondents
Respondents
10% 5 8.33%
15% 10 16.67%
20% 20 33.33%
25% 17 28.33%
others 8 13.34%
Total 60 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 33.33% of the respondents says we
enjoyed the percentage of discounts provided by Lakshmi Motors towards the
product, 28.33% of the respondents are satisfied, 16.67% of the respondents are
also satisfied, 13.34% of the respondents says other percentage of discount and
8.33% of the respondents are satisfied.

CHART-4.6

37
 Percentage of respondents who enjoyed discounts

35.00% 33.33%

30.00% 28.33%

25.00%

20.00%
16.67%
Percentage of Respondents
15.00% 13.34%

10.00% 8.33%

5.00%

0.00%
10% 15% 20% 25% others

TABLE-3.7

Consumer satisfaction level towards the service rendered by Lakshmi Motors

38
 Percentage of
Response No. of Respondents
Respondents
Highly-Satisfied 37 61.67%
Satisfied 13 21.67%
Unsatisfied 10 16.66%
Total 60 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 61.67% of the respondents are highly-
satisfied, 21.67% of the respondents are satisfied and 16.67% of the respondents are
unsatisfied with the service rendered by Lakshmi Motors.

CHART-4.7

Consumer satisfaction level towards the service rendered by Lakshmi Motors

39
70.00%
61.67%
60.00%

50.00%

40.00%

Percentage of Respondents
30.00%
21.67%
20.00% 16.66%

10.00%

0.00%
Highly-Satisfied Satisfied Unsatisfied

TABLE-3.8

Various kinds of services offered to the consumers by Lakshmi Motors

40
 Percentage of
Response No. of Respondents
Respondents
Quick delivery 12 20%
Door delivery 5 8.33%
Warranty 7 11.67%
Alternate Arrangements 3 5%
Inspectional Delivery 8 13.33%
Additional Information 5 8.33%
Quick response 20 33.34%
Total 60 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 33.34% of the respondents says quick
response over the service, 20% of the respondents says they provide quick delivery
to the customers, 13.33% of the respondents says inspectional delivery, 11.67% of
the respondents says they provide warrantee, 8.33% of the respondents says door
delivery as well as additional information to the customer and 5% of the
respondents says they issue alternate arrangements for the services they offered.

CHART-4.8

41
 Various kinds of services offered to the consumers by Lakshmi Motors
40%

35% 33.34%

30%

25%
20.00%
20%

15% 13.33%
11.67%
Percentage of Respondents
10% 8.33% 8.33%
5.00%
5%

0%
er
y
er
y ty ts er
y n
ns
e
le iv le iv r an en liv atio o
d d ar em e m sp
or ng lD or re
ick W a a n f k
Qu Do rr on lI ic
teA ecti ona Qu
rn
a sp iti
te In dd
A l A

42
 TABLE-3.9

Response towards the alternate source of purchase

Percentage of
Response No. of Respondents
Respondents
Yes 15 25%
No 45 75%
Total 60 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 75% of the respondents says they
won’t purchase the goods other than Lakshmi Motors and 25% of the respondents
says they purchase goods with others.

CHART-4.9

Response towards the alternate source of purchase

43
80%
75%

70%

60%

50%

40%
Percentage of Respondents

30%
25%

20%

10%

0%
Yes No

TABLE-3.10

44
 Satisfaction level of the respondents with respect to the alternate source of
purchase

Percentage of
Response No. of Respondents
Respondents
Highly-Satisfied 10 16.67%
Satisfied 13 21.67%
Dissatisfied 37 61.67%
Total 60 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 61.67% of the respondents are
dissatisfied Purchased other than Lakshmi Motors, 21.67% of the respondents are
satisfied and 16.67% of the respondents are highly satisfied with their purchase.

45
 CHART-4.10

Satisfaction level of the respondents with respect to the alternate source of

purchase

70.00%
61.67%
60.00%

50.00%

40.00%

Percentage of Respondents
30.00%
21.67%
20.00% 16.67%

10.00%

0.00%
Highly-Satisfied Satisfied Dissatisfied

46
 TABLE-3.11

Respondent’s opinion towards the purchased product from Lakshmi Motors

Percentage of
Response No. of Respondents
Respondents
Yes 45 75%
No 15 25%
Total 60 100%

If yes means mention the differences

CHART-4.11

Respondent’s opinion towards the purchased product from Lakshmi Motors

47
80%
75%

70%

60%

50%

40%
Percentage of Respondents

30%
25%

20%

10%

0%
Yes No

TABLE-3.11(a)

Core features of Lakshmi Motors

48
 Percentage of
Response No. of Respondents
Respondents
Quality 20 44.44%
Durability 3 6.67%
Price 5 11.11%
Design 7 15.56%
Service 10 22.22%
Total 45 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 44.44% of the respondents are
contented about the quality, 22.22% of the respondents are content about the service
rendered by Lakshmi Motors, 15.56% of the respondents are pleased about the
design of the product, 11.11% of the respondents are happy about the price of the
product and 6.67% of the respondents are satisfied about the durability.

CHART-4.11(a)

Core features of Lakshmi Motors

49
50.00%
44.44%
45.00%

40.00%

35.00%

30.00%

25.00%
22.22% Percentage of Respondents
20.00%
15.56%
15.00%
11.11%
10.00%
6.67%
5.00%

0.00%
Quality Durability Price Design Service

50
 TABLE-3.12

Quality standard of the product purchased from Lakshmi Motors

Percentage of
Response No. of Respondents
Respondents
Long term standardization 45 75%
Medium term
10 16.67%
standardization
Short term standardization 5 8.33%
Total 60 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 75% of the respondents are satisfied
with the material qualities in Lakshmi Motors and 16.67% of the respondents are
satisfied and 8.33% of the respondents are satisfied (i.e.) short term standardization.

CHART-4.12

51
 Quality standard of the product purchased from Lakshmi Motors

80% 75.00%
70%
60%
50%
40%
30%
20% 16.67%
8.33% Percentage of Respondents
10%
0%
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TABLE-3.13

52
 Respondent’s satisfaction level towards the price of the product of Lakshmi
Motors

Percentage of
Response No. of Respondents
Respondents
Highly-Satisfied 30 50%
Satisfied 20 33.33%
Dissatisfied 10 16.67%
Total 60 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 50% of the respondents are highly
satisfied with the price, 33.33% of the respondents are satisfied and 16.67% of the
respondents are dissatisfied.

CHART-4.13

Respondent’s satisfaction level towards the price of the product of Lakshmi

Motors

53
60%

50.00%
50%

40%
33.33%

30%
Percentage of Respondents

20%
16.67%

10%

0%
Highly-Satisfied Satisfied Dissatisfied

TABLE-3.14

54
 Percentage of respondents who enjoyed warranty

Percentage of
Response No. of Respondents
Respondents
Yes 45 75%
No 15 25%
Total 60 100%

If yes means mention the years

CHART-4.14

Percentage of respondents who enjoyed warranty

55
80%
75%

70%

60%

50%

40%
Percentage of Respondents

30%
25%

20%

10%

0%
Yes No

56
 TABLE-3.14(a)

Respondents perform towards the warrantee period for the product they purchase

Percentage of
Response No. of Respondents
Respondents
1-years 10 22.22%
2-years 12 26.67%
3-years 18 40%
4-years 5 11.11%
Total 45 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 40% of the respondents are satisfied
with the warrantee’s period, 26.67% of the respondents are satisfied, 22.22% of the
respondents are satisfied and 11.11% of the respondents are satisfied

57
 CHART-4.14(a)

Respondents perform towards the warrantee period for the product they purchase

45.00%

40.00%
40.00%

35.00%

30.00%
26.67%
25.00%
22.22%
Percentage of Respondents
20.00%

15.00%
11.11%
10.00%

5.00%

0.00%
1-years 2-years 3-years 4-years

58
 TABLE-3.15

Sales promotion adopted in Lakshmi Motors

Percentage of
Response No. of Respondents
Respondents
Discounts 25 41.66%
Gifts 10 16.67%
Price coupons 13 21.67%
others 12 20%
Total 60 100%

Source: Primary Data

INFERENCE:

From the above table, it is inferred that 41.67% of the respondents are
satisfied with the discounts provided, 21.67 of the respondents are satisfied with
price coupons, 20% of the respondents are with other discounts provided to them
and 16.67% of the respondents are satisfied with the gifts provided by Lakshmi
Motors.

59
 CHART-4.15

Sales promotion adopted in Lakshmi Motors

45.00%
41.66%
40.00%

35.00%

30.00%

25.00%
21.67%
20.00% Percentage of Respondents
20.00%
16.67%
15.00%

10.00%

5.00%

0.00%
Discounts Gifts Price coupons others

60
 CHAPTER-4

4.1 FINDINGS

4.2 SUGGESTIONS

4.3 CONCLUSIONS

4.1 FINDINGS

 Majority of the respondents (75%) told they are having LMV/HMV vehicles.

61
 Most of the respondents (75%) say they are regular customers to LAKSHMI
MOTORS.
 Nearly every one of the respondents (50%) says they are bounded with the
LAKSHMI MOTORS.
 For the most part of respondents (61.67%) are satisfied with their level of
purchasing product in LAKSHMI MOTORS.
 Majority of the respondents (55.5%) are satisfied with the discounts provided
in LAKSHMI MOTORS.
 Not quite of the respondents (33.33%) are satisfied with the percentage of
discounts.
 The majority of the respondents (61.67%) are highly satisfied with the
services rendered at LAKSHMI MOTORS.
 Nearly every one of the respondents (33.34%) is satisfied with the services
provided by LAKSHMI MOTORS.
 Largely may respondents (75%) say don’t purchase goods other than
LAKSHMI MOTORS.
 On the whole of the respondents (61.67%) are dissatisfied with the goods
purchased other than LAKSHMI MOTORS.
 Generally all the respondents (44.44%) are says LAKSHMI MOTORS
product quality is differ from other concerns.
 Usually many respondents (75%) say LAKSHMI MOTORS products having
long term standardisation.
 Most of the respondents (50%) are highly satisfied with the price level.

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 4.2 SUGGESTIONS

 The company may also provide seasonal discounts to the regular customers.

 The company may provide the period for warrantee at-least 4-years for the
product.

 The company may also extend free service to their customer.

 The company shall create awareness for their product among the industrial
customer for bulk orders.

 The company may take telephone order for the purchase of goods.

4.3 CONCLUSIONS

63
 In my 20days of study on the consumer’s satisfaction towards the
motor spares and service at Lakshmi motors, I have concluded the following :

 Most of the consumers are satisfied with the service rendered by the Lakshmi
motors.

 Most of the consumers buying decision depends on the quality of the product.

 Most of consumers are satisfied with the goods purchased in Lakshmi

motors.

 Most of the consumers are fully satisfied with the price of Lakshmi motors
product

 Lakshmi motors is creating their own trade mark.

 Lakshmi motors maintaining goodwill with their consumers.

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