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A STUDY ON CUSTOMERSATISFACTION OF MERCEDES BENZ

Project Report submitted to te U!i"ersit# o$ De%i i! p&rti&%$u%$i%%me!t o$ te re'uireme!t De(ree o$ B)Com *+,

BY-

RIS+I BA.A.RO// NO) - 010

SECTION- 2

Sri R&m Co%%e(e O$ CommerceU!i"ersit# O$ De%i

3445647


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DEC/ARATION

I hereby declare that this project work entitled 8A STUDY ON CUSTOMER

SATISFACTION OF MERCEDES BENZ9 is based on my understanding of the

subject and has not been copied from published source or website. My

indebtedness to other works on the subject has been duly acknowledged at the

relevant places.

Si(!&ture o$ stude!t

Si(!&ture o$ me!tor -

D&te-

SHRI RAM COLLEGE OF COMMERCE i


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AC:NO;/ED2EMENT

Doing a project requires the assistance of many people who can guide us

efficiently and understanding the concepts of the project and providing us with a

feedback.

I have proud privileged of preparing this project report under the guidance

of Mr. Pankaj Chaudhary !aculty of "hri #am College $f Commerce without

whom this project cant be fulfilled. %o words can e&press the magnitude of a

respect and gratitude for her valuable guidelines stimulating discussions

throughout.

I am equally indebted to all my faculty members for their timely

cooperation and valuable suggestions.

SHRI RAM COLLEGE OF COMMERCE ii


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CONTENTS

C+APTER 0 INTRODUCTION 067

'.' (ackground of the "tudy

'.) (ackground of Industry

C+APTER 3 RESEARC+ < DESI2N 04634

).' *itle of the study

).) "tatement of the problem

).+ %eed of the study

)., $bjective of the "tudy

).- "cope of the "tudy

). #esearch Methodology

Description of #esearch Design

"ampling Procedure

"ource of Data

Data Collection Instruments

!ield /ork

).0 1imitation of the study

).2 #eference Period

).3 Chapter "cheme

C+APTER = PROFI/E OF T+E OR2ANIZATION 306==

C+APTER > DATA ANA/YSIS AND INTERPRETATION =>61?

C+APTER 1 FINDIN2S 1@617

C+APTER ? SU22ESTIONS ?46?=

C+APTER @ CONC/USION ?>6??

ANNEURE ?@6@3

BIB/IO2RAP+Y @=6@>

/IST OF TAB/ES

SHRI RAM COLLEGE OF COMMERCE iii


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T&b%e >)0 Soi!( te &(e (roup o$ Mercedes6Be! C&r o!ers

i! De%i

=1

T&b%e >)3 Soi!( te occup&tio! o$ Mercedes6Be! C&r o!ers

i! De%i

=@

T&b%e >)= Soi!( te customer s&tis$&ctio! score b# re(io! =7

T&b%e >)> soi!( te $&ctors i!$%ue!ci!( te respo!de!ts

decisio! i%e purc&si!( te c&r

>0

T&b%e >)1 Soi!( te metod o$ pme!t >=

T&b%e >)? Soi!( te source o$ i!$orm&tio! &bout Mercedes6

Be! C&r

>1

T&b%e >)@ Soi!( te e$$icie!c# o$ de%i"er# >@

T&b%e >)5 Soi!( te &"&i%&bi%it# o$ sp&re sp&rs $or Mercedes6

Be! De%i

>7

T&b%e >)7 Soi!( te cost o$ sp&re p&rts o$ Mercedes6Be! 10

T&b%e >)04 Soi!( te Comp&riso! betee! & Mercedes6Be!

c&r &!d &! imported %uur# c&r

1=

T&b%e >)00 Soi!( te promotio! str&te(# o$ Mercedes6Be! i!

De%i

11

SHRI RAM COLLEGE OF COMMERCE iv


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/IST OF 2RAP+S

2r&p No) >)0 Distributio! soi!( te &(e (roup o$

respo!de!ts

=?

2r&p No) >)3 Distributio! soi!( te occup&tio! o$

respo!de!ts

=5

2r&p No) >)= Distributio! soi!( customer s&tis$&ctio! &s per

te Re(io!

>4

2r&p No) >)> Distributio! soi!( $&ctors i!$%ue!ci!( te

purc&se decisio!

>3

2r&p No) >)1 Distributio! soi!( te Metod o$ Pme!t >>

2r&p No) >)? Distributio! soi!( te sources o$ i!$orm&tio! >?

2r&p No) >)@ Distributio! soi!( te e$$icie!c# o$ De%i"er# >5

2r&p No) >)5 Distributio! soi!( &"&i%&bi%it# o$ sp&re p&rts 14

2r&p No) >)7 Distributio! soi!( te cost o$ sp&re p&rts 13

2r&p No) >)04 Distributio! soi!( te comp&riso! betee!

Mercedes Be! C&r &!d &! imported %uur# c&r

1>

2r&p No) >)00 Distributio! soi!( te promotio! str&te(# 1?

SHRI RAM COLLEGE OF COMMERCE v


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Chapter 1

Introduction

SHRI RAM COLLEGE OF COMMERCE 1


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BAC:2ROUND OF T+E STUDY-

4s the )'st century approached marketing become more attractive at the

company state national International levels in the early days there was no

difference between5 selling6 and marketing66. (ut today the difference between

these two terms has been clearly made in the present dynamic world. Marketing

is recogni7ed as the most significant activity in our society.

*he importance of marketing function in business management has grown

significantly during last two decades. *his development has come about as a

result of several factors such as technology e&panding world markets changing

international environment increasing consumer sophistication keen competition

and growing si7e and comple&ities of modern business.

Marketing is thus all around us our daily e&istence our economical life and our

life styles is continuously affected by a wide range of marketing activities. *he

marketing concept holds that the key to achieving organi7ational goals consists

in determining the needs and wants of target markets and delivering the desired

satisfaction to its customers more effectively and efficiently.

*he marketing system plays a unique role in transforming the benefits of mass

production in terms of raising the standard of living and life styles of all people.

*hus better marketing can raise living standards of all people in the country. It is

entrusted with the task of creation and raising the standard of living of the

society. the food we eat the clothes we wear the house we live in the comforts



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and the amentias we enjoy in our homes and at work placed the health and

welfare activities which give us peace of mind all these are profoundly affected

each day by the marketing system. marketing process reflects on social

importance because it has been given the responsibility of creating raising and

maintaining the standard of living of society.

Marketing comprises of integrated system of business activates in order to plan

price promote and distribute goods and services to meet the customer needs

within the limits of society. In marketing marketing strategy plays an important

role in various aspects of marketing.

*he 4merican Marketing 4ssociation defines Marketing 8as the performance of

business activates that direct the flow of goods and service from producer to

consumer or user5.

4ccording to Philip 9otler 8 Marketing is a set of human activities directed at

facilitating and consuming e&change of products and services through

transaction to satisfy human needs and wants5 .

*hus marketing is social and managerial process by which individuals and

groups obtain what they need and want through creating offering and

e&changing products and services of value with each other.

:nderstanding of these various definitions being out the following concept of

marketing; needs wants and demand products ? value



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cost and satisfaction? e&change and transaction? relationships and networks

markets? marketers and prospects.

BAC:2ROUND OF T+E INDUSTRY

*he !rench engineer %icolas @oseph Cungnot is generally considered to have

built the fist selfApropelled vehicle in '023. It was heavy threeA wheeled steam

driven carriage with a boiler that projected in from and it6s top speed

appro&imately - km per hour.

In '2B' the nglish engineer #ichard *revithick also built a three wheeled

stream driven car. *his was rearA wheel driven car. Many more vehicles were

developed in ngland and attempts were made to operate them on regular

schedulers. owever they were banned from the roads and automobile

development was retarded. *he speed was limited to , miles per hour. In

accordance with the #ed !lag 4ct which was in effect from '2+ to '23 a man

was required by law to walk in front of a self propelled vehicle carrying a red

flange by day and red lantern by night.

*he man who developed this crude machine into a practical and reliable

automobile was Eotlieb Daimler a Eerman engineer who

developed an improved internal combustion engine in '22-. is improvement

mad in the made in the '22B6s contributed largely to the development of the

automobile industry. In '23B he founded the Daimler Motor company at



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Constant Eermany which is credited with having turned out the finest motorcars

in automobile history.

In the :nited "tates Charles Duryea and @. !rank Duryea lwood ynes enry

!ord #ansom . $lds and 4le&ander /inton manufactured internal combustion

cars in '220. *he man who has distinction of bringing the motorcar to the

masses was undoubtedly enry !ord an 4merican industrialist born

in Dearborn Michigan. e showed mechanical aptitude at early age and left his

father6s farm in '203 to work as an apprentice in a Detroit machine shop.

e soon returned to his home but after considerable e&perimentation with power

driven vehicles he went to Detroit again in '23B and worked as a machinist and

engineer with the dison Company. !ord continued working in his spare time as

well and in '23) he completed his first automobile. In '223 he resigned from the

from the dison Company and launched the Detroit automobile company but a

disagreement with his associates lead him to organi7e the !ord Motor company

in partnership with @ames Cou7en7 the Dodge brother and others in '3B+. In

'3B0 the purchased the stock of his associates and thereafter the company

remained in control of the ford family. (y cutting the costs of production gaining

control of raw materials and the means of distribution adapting the conveyor belt

and assembly line to automobile production and by featuring an ine&pensive and

standardi7ed car endry !ord were soon able to outdistance all his competitors

and become the largest automobile manufacturer in the worked. e came to be



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regarded as the apostle of mass production. In '3B2 he designed the Model *

and a new design the Model 4 was created to meet growing competition.

!ord will always be remembered in history for introducing the commoners to the

wonder of a totally e&citing and radical? mode of transportation that is being

upgraded constantly to give the man on the street the automobile of his dreams.

CURRENT TRENDS IN T+E AUTOMOBI/E INDUSTRY

/idespread environment concerns that stem from the rapid and irreversible

depletion of fossil energy resources coupled with serious pollution ha7ards have

triggered a spate of lobbying for stricter federal norms to take necessary

corrective actions in the fight against pollution. *he ma&imum acceptable

emission level for all road vehicles is constantly being revised with a view to

compel the automobile industry to increase the pace of the development of

alternative fuel consumption vehicles and to stop almost a century of total

reliance on fossil energy resources. *he garnering of immense public support

has only served to convince the various automobile titans that 8ecoFfriendly5 is

the way to go in order to survive.

4ll these development have lead to the metamorphosis of a new concept the

alternate fuel vehicles that run on fuels other than gasoline and diesel.

"ome of the practical alternative fuels are;

Compressed %atural Eas



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1iquefied Propane Eas

1iquefied Propane Eas

Methanol

(io diesel or "oy diesel

lectricity

ydrogen

*he above mentioned alternative fuel vehicles are vehicles increasingly popular.

*he latest statistics revel that there are well around +.0- million 4!Gs worldwide.

*he :nited "tates of 4merica has 32BBBB 4!Gs vehicles.

Contrary to popular perception 4lternative !uel vehicles are not an impractical

and short Fterm solution in the gradual phasing out of the conventional gasoline

and diesel powered vehicles. &tensive tests have proved that in fact the

4lternative !uel Gehicles are in many respects more economical to maintain and

have many additional advantages over their petrolHdiesel counterparts.

RECENT TRENDS IN T+E INDIAN AUTOMOBI/E INDUSTRY

:ntil recently India has the dubious distinction of being the home of some of

oldest and least updated cars in the world. *he 4mbassador from industan

motors is still in production and bears the same features and styling as its first

models which !iat rolled out in themed '3-B6s these two cars initially



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revolutioni7ed the Indian roads but failed to keep pace with the rapidly

advancing technology and gradually become blight in the history of the

automobile in Indian. (oth the 4mbassador and the !iat were notorious for not

even acknowledging customer grievances and were publicly scorned for

continuing to produce age old relics for the Indian consumer.

owever India opened up its economy and invited multinational corporations to

partake in its future. *his cautious liberali7ation is reflected in the automobile

industry which has seen an unprecedented growth rate in the last decade.

:ndoubtedly the firm which heralded the automobile revolution in India was

Maruti :dyog 1imited and its @apanese partner "u7uki which introduced the

Maruti 2BB in India in '32-. 4s a result after a long period of deprivation the

Indian consumer had access to a modern car at very affordable price. *he

original Maruti 2BB was soon updated and the new version became so

successful that it captured 2- of the market share and was viewed as the car

that established Maruti :dyog 1imited as a titan in the domestic passenger car

segment.

*his spectacular success story made global automobile giants look at India as a

vast virtually untapped market with enormous potential. *he '33B6s saw a host

of multinational companies enter different segments in the Indian automobile

industry. #over from (ritain brought Montego in estate and saloon guise to

replace its standard )BBB model. Peugeot the !rench car giant launched the +B3

in the midAsi7e car segment. Italian car manufacturer !iat introduced the :no in



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the lucrative small car segment. *he 9orean giant Daewoo launched its Cielo a

lu&ury saloon at an attractive price. !ord a big name throughout the world

spirited its hugely successful scort as its flagship model in India and launched

Ikon in )BBB. $pel from Eeneral Motors soon followed suit and launched 4stra in

the fast growing midAsi7e si7e lu&ury car segment. Mercedes (en7 also entered

India with its lu&ury )+B and )-B D models.

Elobal players like "koda Golkswagon #enault *oyota (.M./. and other

automobiles heavyweights are closely monitoring the Indian market due to its

strategic importance in the 4sian sector.



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Chapter 2

Research andDesign



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3)0 TIT/E OF T+E STUDY-

4 study on Customer satisfaction of MercedesA (en7.

3)3 STATEMENT OF PROB/EM-

In the automobile sector four wheelers play a vital role and contribute to the

economic growth of the country. *he characteristics and nature of the India are

very difficult to understand and the defined population of the country has been

divided in to different social classes namely high class middle class and lower

class 4s four wheelers are owned by the upper middle class and higherA class

people the present study tries to analy7e the opinions of the customer why they

prefer particular service center for getting their car serviced repaired.

))= NEED OF T+E STUDY-

*here are many players in the market namely @agat 4uto and Mercedes 4uto

ence customers have many choices. *he need of the study was to determine

the consumer6s mindset towards present Mercedes F (en7 care and its service.

'. It is necessary to know the responses of the consumers regarding the

service e&penses quality of work performance etc. of the service center

which they prefer.



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). It is important to know the trend awareness of customers towards the

service center which they prefer.

+. It is necessary to know the present competition to @agat 4uto so that

company can upgrade its product and marketing strategies.

,. It is necessary to know the desire of the customer what they e&pect from

the service center and what steps should be taken by the service center to

fulfill the e&pectations of it customers.

3)> OB.ECTIES OF T+E STUDY-

*he following are the objective s of the study;

'. *o find the popularity of Mercedes (en7.

). *o analy7e the customer6s preferences to MercedesA (en7 cars in

particular.

+. *o analy7e the factors which in influence their decisions.

,. *o analy7e the performance service cost quality of the service rendered

by MercedesA(en7.

-. *o analy7e the category of people who visit the showroom.



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2.5 SCOPE OF T+E STUDY-

*he study is based on the market survey conducted for @agat 4uto in Delhi city.

*he study provides an area to find whether Mercedes (en7 is providing

professional service to the satisfaction of the customers.

3)? RESEARC+ MET+ODO/O2Y OF T+E STUDY-

DESCRIPTION OF RESEARC+ AND DESI2N

*he ncyclopedia of social science defines research as5 the manipulation of

generali7ing to e&tend correct or verify knowledge5. *his definition highlights the

primary purpose of research? arriving at generali7ation and the method of

manipulation which is an aspect of e&perimentation adopted for the purpose.

S&mp%i!( sie- *he study is conducted on a sample si7e of -B

respondents who are owners of MercedesA(en7 cars.

S&mp%i!( Fr&me-

*he target population for the study consists of customer of @agat 4uto.

Rese&rc i!strume!ts-



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4n interview schedule was used to conduct the study .

SOURCE OF DATA

PRIMARY DATA-

Primary data are original source from which the researcher directly

collects data that have not been previously collected from the structured

questionnaire. !or the purpose of collecting the same fifty respondents

have been selected. In this study primary data plays a vital role for

analysis interpretation conclusion and suggestion.

SECONDARY DATA-

*hese are sourceA containing data which have been collected and

complied for another purpose. *he secondary sources consist of readily

available media and already compiled statistical statements and reports

whose data may be used by the researcher for the studies.

"econdary data have been collected from the following.

'. Garious %ewspapers

2. Company (rochures

+. Company #eports

,. Information !rom Internet



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-. Car Maga7ines

DATA CO//ECTION INSTRUMENTS

*he instrument used for his study is structure interview schedule. Juestions

related to objectives of the study from the major portion of the interview schedule.

It mainly consists of multiple choice questions where the respondents can make

one or more of the several choice of answers.

FIE/D ;OR:

*he project involved fieldwork of +B days where in the survey was carried out

and respondents who are customers of @agat 4uto Mercedes service center were

questioned to know why they prefer @agat 4uto for servicing their Mercedes (en7

car.

3)@ REFERENCE PERIOD-

*he data for the study has been collected the year )BB0AB2. *he reference

period of the study is from 'st@une )BB2 to +rd@uly )BB2.

3)5 /IMITATION OF T+E STUDY-



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Despite all possible efforts to make analysis more compressive and

scientific a study of the present kind is bound to have certain limitations.

*he present study is an empirical work presented in a descriptive manner.

"ince the objective to the study will meet this kind of analysis no attempt

has been made to provide a conceptual analysis. owever the role of

automobile in the development of the economy and future prospects have

been rightly understood and e&plained.

*here are always certain limitations of interview method observation

technique and questionnaire method. Due to time constraints and other

supporting factors the study has been limited only to the customers of

@agat 4uto service center !urther it is inevitable in a

study of this kind that time analysis has to be done based on the opinion

and attitudes of the dealers. In such cases the results at best re near to

truth. owever an honest attempt has been made to report and analy7e

the opinions of the dealer.

3)7 C+APTER SC+EME-

0) *he first chapter deals with introduction definitions and principles of

Marketing as well as other related activities. It also focuses attention on

the background of the automotive industry in general as well as the recent

trends in the global and the Indian markets.



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3) *he second chapter focuses attention on the research methodology which

gives information about the selection of the problem need and importance

of the study the objectives of the study scope of the study sampling tools

of data collection and limitations of the study.

=) *he third chapter deals with the profile of the organi7ation which includes

the history work culture product profile and organi7ational structure of the

organi7ation.

>) *he fourth chapter deals with the analysis and interpretation of the data.

1) *he fifth chapter deals with the findings of data analysis and interpretation.

?) *he si&th chapter deals with suggestions and recommendation.

@) *he seventh chapter states the conclusion of the study.

5) *he eighth chapter refers to questionnaires prepared for data analysis and

interpretation.

7) *he ninth and the final chapter refers to the bibliography of the study.



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Chapter 3

Profle o the

organization



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MERCEDES6 BENZ INDIA /IMITED *MBI/,-

MercedesA (en7 India is a 'BB subsidiary of the Daimler 4E and one of the first

auto joint ventures set up in India. Mercedes (en76s relationship with India dates

back to '3-Bs when the company introduced trucks into India with local

collaboration. *he company entered the India market and set up Mercedes (en7A

India in '33,.

MercedesA (en7 India 1imited was launched in '33-. It is a joint venture between

the DM '),Abillion (en7 4g and #" 'BB0+ Fcrores *ata engineering and

1ocomotive Co..*he company is headed by Dr. *ill (reaker de freitas from

PuneMaharashtra.

In line with Daimler Chrysler6s corporate philosophy MercedesA (en7 India

1imited was rechristened Daimler Chrysler India Private 1td. It ahs long F term

commitment to the Indian market and has full support of its partner company for

its future plans in India. Daimler Chrysler is well aware of the future potential of

the Indian automobile market and the tremendous economic power the country

can generate. *he company is targeting )- of the total turnover from 4sia.



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MercedesA (en7 has been associated with India for more than -B years

Presently Mercedes K(en7 India6s engagement in India covers several domains;

1ocal production of MercedesA (en7 cars

Making available imported Mercedes (en7 cars

Commercial vehicle operations

Elobal sourcing of auto components

Captive research and development

Mercedes (en7 is also involved with socialAoriented programs like;

(io fuel from @atropha

#oad safety project for children

4utomotive education

PROFI/E OF .A2AT AUTO-

@agat 4uto is one of the most established and known dealers of Mercedes (en7

cars spare parts and accessories in Delhi. *he company is managed by Mr.

Manav Chadha who is the Director of sales and Marketing in the company.



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@agat4uto commenced its operations in 4pril '33 as an authori7ed dealer of

Mercedes (en7 spare parts and accessories. 4s the company steadily grew it

acquired the dealership of Mercedes (en7 cars in @anuaryA)BBB %ow @agat 4utoA

(en7 has crated a well respected position of itself in Mercedes (en7 India by the

virtue of being one of the most successful dealers.

*hough @agat 4uto mainly operates from the showroom located in central Delhi

9han Market it also has numerable service centers across the city. @agat 4uto

caters to a wide range of customers and employs a knowledgeable and well

trained workforce. It also provides facilities like ),Ahour emergency services

delivery service diagnostic analysis and breakdown assistance.

*he objective of @agat 4uto are as follows;

"atisfaction of the customers

Providing quality service to the customers

#esponse to the customers

;OR: CU/TURE AT DAIM/ER C+RYS/ER INDIA-

Products that meet such high demands also require high standards from people

producing them the staff of Daimler Chrysler. 4 high level of qualification focused

motivation and the uncompromising identification of the staff with their task are



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the basis of the image which Daimler Chrysler has acquired with their products

all over the world.

Mercedes (en7 has equipped the production facilities with the latest state of the

art engineering. It has also invested in the continuous training and education of

the staff in the training center. *he company encourages team work group

dynamics responsibility and outstanding performance. 4ll this service the

purpose of creating the optimal basis for quality.

International high tech companies have had their products developed and

produced in India for yearsAespecially in the field of computers and computer

software. *here is a large potential of highly qualified and highly motivated staff in

India from manual works to top manager

*his is true for production facilities in India as it is in any other part of the

worked. Indian workers may differ from their Eerman counterparts but they have

the same level of qualification a their counterparts in Eermany. *hey also enjoy

the same facilities and level of training as their counterparts in any other

Mercedes (en7 production facility. *he training guidelines are identical to those

in Eermany and the e&aminations to be passed are of the same caliber and are



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awarded with the e&act same job titles as in Eermany. *he Eerman colleagues

who carry out senior jobs for Daimler Chrysler in India play an important role in

education production and quality control.

*he result of the collaboration between Indian and Eerman colleagues is high

quality work which translate to outstanding quality products F Mercedes (en7

made by Daimler Chrysler 4E

SOCIA/ AND ENIRONMENTA/ RESPONSIBI/ITY-

MercedesA (en7 India is not only a leading vehicle manufacturer but also an

important participant in society in general. *he company has a social

commitment to all the communities in which they operate. *he @atropha (iodiesel

Project address issues such as rural income and employment indigenous and

environment friendly bodices and reclamation of wasteland. 4utomotive training

programmes are aimed at developing local technical competence in India.

Mercedes (en7 India also have a Mobile 9ids programme that runs in various

schools across India that takes internationally relevant traffic safety topics and



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brings them across through information motivation and training? the MercedesA

(en7 International "chool information motivation and train gin. *he Mercedes F

(en7 International school meets educational requirements internationally. "ocial

responsibility is an important factor the long Fterm success of the company as

only then can it contribute towards peace and prosperity in the future.

!or Daimler Chrysler India environmental protection is a corporate goal that is to

be practiced with devotion. *he company has been awarded the prestigious I"$

',BBB' Certificate for implementing the Lnvironmental management system L.

9eeping in line with Daimler Chrysler6s policies towards environmental protection

DaimlerChrysler India is making every effort towards protecting the environment.

CUSTOMER RE/ATIONS+IP MAR:ETIN2 -

Mercedes F(en7 India has developed a world class dealer network across the

country with presence in +B cities. Daimler Chrysler India has dedicated network

of MercedesA (en7 authori7ed dealerships comprising of '- MercedesA (en7

showrooms and '0 service workshops all across India. *he company

implemented the LMercedesA(en7 #etail $perating "ystem6 which ensures that



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all MercedesA (en7 dealerships follow standardi7ed retail operating procedures

and deliver high standards of service to the customers. *he right atmosphere

aesthetic product presentations and qualified sales personnel who know e&actly

what a customer is looking for makes buying Mercedes vehicle at a MercedesA

(en7 showroom a truly unique e&perience.

*he e&emplary engineering qualities of a MercedesA(en7 car only be matched

by firstAclass afterAsales service and each MercedesA (en7 4uthori7ed service

station is equipped with the stateAofAtheAart infrastructure to handle the most

critical service needs. %eedless to mention modern equipment requires skilled

personnel and the MercedesA(en7 service center employs a team of dedicated

and wellAtrained service processionals

4nd in the endeavor to provide total customer satisfaction nothing is left to

chance. Daimler Chrysler India has equipped its entire dealer network with ),A

hours service to provide round the clock service to it valuable customers. *he

MercedesA (en7 service vans are equipped with the latest automatic diagnostic

instruments and offer breakdown assistance even in remote places.

*he company has lunched the6 MercedesA(en7 Club6 which brings together likeA

minded MercedesA(en7 owners and caters to their special interests and needs.

*he philosophy of MercedesA(en7 Club is to bring Mercedes customers6 closer

through activities they would like to identify with and get them further associated

with the MercedesA (en7 brand.



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4nother medium for interaction with the customers in through the company6s

website www.MercedesAben7.com the website provides a unique MercedesA

(en7 car configuration first of its kind amongst India car manufacturers which

makes it possible to virtually build select the color upholstery and options and

view that desired Mercedes car. *here is also a preA owned car search facility

and the facility to book service appointments on the website and the customers

can send their requests online to the nearest MercedA (en7 dealer.

PRODUCT PROFI/E-

In the last two years Daimler Chrysler India has e&tended the product range to

the ma&imum possible offering the e&clusive customers a variety of MercedesA

(en7 products. *he company has been a main contributor to the e&pansion of

the lu&ury vehicle segment in the Indian market. In @anuary )BBB the company

introduced MercedesA(en7 AClass


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In addition to the company6s own manufactured range the MercedesA(en7 "A

Class AClass and CAClass Daimler Chrysler India has further e&panded the

product range to make variety of imported vehicles like MercedesA(en7 "AClass

MAClass "19 etc. available to discerning Mercedes (en7 customers.

*he market trend in India in the last couple to years reflects a clear shift in

customer preference to words the latest technology safely comfort and

environmental compatibility. 9eeping this is mind? Daimler Chrysler India has

been following the product e&tension stringy with total commitment and offering

the latest and most sophisticated technology

ModelHclass;

C6C%&ss-*he CAClass is a pleasure to

behold; its taut lines lend it an air of

effortless superiority while the wide

radiator grille and distinctive rear

section announce a vehicle with

dynamic personality.

C/6C%&ss-

*he shape of the C1AClass Coupe is

typical MercedesA(en7 F(reathtakingly

elegant and dynamic. *his is

particularly true of the new G 2Aengine

Cl -BB with )2- 9/ and



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engine C1 BB with +2B k/


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MERCEDES BENZ

S6C%&ss-

*he "AClass is an attitude an

aspiration a way of seeing things in

terms of innovative technology the "A

Class has always played a "4!A

the "AClass has set trends which the

rest of the car industry has followed

S/:6C%&ss-

*he "19A Class shows a great deal of

respect for the legendary racing car.

*he "19 is the world6s best F selling

roadster in its class. *he unique

4I#"C4#! ensures that "19 drivers

can enjoy the top Adown sensation. 4nd

its arrow K"haped body just oo7es

classic sports car design.

A A C%&ss-

*he 4AClass is a ground breaking car

and after seven years in production

Mercedes (en7 sold over '.'A million

units of the model. *he allAnew 4AClass

is available with a choice of si& engines



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Chapter 4

Data analysisand

interpretation



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T&b%e >)0 Soi!( te &(e (roup o$ Mercedes6Be! C&r o!ers i! De%i

S&mp%e sie Be%o =4 =06>4 >0614 Abo"e 10

%o. of#espondents

) '- ) 0

Percentage , +B -) ',

"ource; Primary Data

A!&%#sis

$ut of the -B respondents ) belong to the ,'A-B age group followed by '-

respondents in the +'A,B age group 0 respondents in the above -' age group

and ) respondents in the below +B age group.



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MERCEDES BENZ

2r&p No) >)0 - Distributio! soi!( te &(e (roup o$ respo!de!ts

I!ter$ere!ce-

-) of MercedesA(en7 owners in Delhi are in the ,'A-B age group followed by

+B in the +'A,B age group ', in the above -' age group and only , below

+B years. It is found that middle age group people are more attracted to

Mercedes (en7 Cars. M(I1 should target this group as its primary market

segment.



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MERCEDES BENZ

T&b%e >)3 Soi!( te occup&tio! o$ Mercedes6Be! C&r o!ers i!

De%i

S&mp%e sie Pro$essio!&% Producers Eport)= Soi!( te customer s&tis$&ctio! score b# re(io!

Cit# Score

(angalore 'B2

Delhi 'B

Mumbai 'B+

Chennai 33

9olkata 2)

*otal Industry 'BB


A!&%#sis

*he effect and importance of perception on Consumer satisfaction can be

gauged by the variation in the scores from different regions. (angalore has the

highest level of customer satisfaction whereas 9olkata has the lowest.



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MERCEDES BENZ

2r&p No) >)= - Distributio! soi!( customer s&tis$&ctio! &s per te

Re(io!

I!ter$ere!ce-

4t )) (angalore has the highest level of customer satisfaction among all the

cities followed by %ew Delhi and Mumbai at )' Chennai at )B and 9olkata

at '.



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MERCEDES BENZ

T&b%e >)> soi!( te $&ctors i!$%ue!ci!( te respo!de!ts decisio!

i%e purc&si!( te c&r

S&mp%e sie Se%$ Spouse Ci%dre! Frie!ds GRe%&ti"es

%o. of#espondents

)) '' B '0

Percentage ,, )) B +,


A!&%#sis

$ut of the -B respondents )) respondents make their own decision to buy the

car? the decision of '0 respondents is influenced by their friends and relatives.

$nly '' of the respondents6 decision to purchase the car is influenced by their

spouse.



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MERCEDES BENZ

2r&p No) >)>- Distributio! soi!( $&ctors i!$%ue!ci!( te purc&se

decisio!

I!ter$ere!ce-

Most of the Mercedes F (en7 car owners took their own decision to buy the car

themselves . "ome of them are influenced by their friends and relatives

. 4nd only )) of them are influenced by their family to buy a car.



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MERCEDES BENZ

T&b%e >)1 Soi!( te metod o$ pme!t

S&mp%e sie C&s Fi!&!ce /e&se

%o. of#espondents

+ +, '+

Percentage 2 )


A!&%#sis

+, of the respondents purchased the car through finance followed by '+

respondents who purchased the car through lease. $nly + respondents

purchased the car by paying cash.



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MERCEDES BENZ

2r&p No) >)1- Distributio! soi!( te Metod o$ Pme!t

I!ter$ere!ce-

Most of the owners brought the car through finance followed by taking

lease and cash purchase . M(I1 should arrange a more convenient

method for obtaining finance for its car in order to increase the sales.



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MERCEDES BENZ

T&b%e >)? Soi!( te source o$ i!$orm&tio! &bout Mercedes6Be! C&r

S&mp%e Sie Pri!t Medi& isu&% Medi& Outdoor Oters

%o. of#espondents

'2 B - )0

Percentage + B 'B -,


A!&%#sis

$ut of the -B respondents )0 respondents received information regarding

Mercedes (en7 from friends relatives and other sources followed by '2

respondents who received the information through print media. $nly -

respondents received the information from outdoor media. owever no

respondents received information from visual media.



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MERCEDES BENZ

2r&p No) >)?- Distributio! soi!( te sources o$ i!$orm&tio!

I!ter$ere!ce-

*he first source of information for MercedesA(en7 car owners is through friends

relatives and other sources followed by print media and outdoor

media


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MERCEDES BENZ

T&b%e >)@ Soi!( te e$$icie!c# o$ de%i"er#

S&mp%e sie Yes No

%o. of#espondents

' ,3

Percentage ) 32


A!&%#sis

*he figures clearly show MercedesA(en76s efficiency in delivery the car to the

owners. M(I1 should ensure that such high levels of efficiency are maintained.



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MERCEDES BENZ

2r&p No) >)@- Distributio! soi!( te e$$icie!c# o$ De%i"er#

I!ter$ere!ce-

32 of the respondents are satisfied with the delivery performance of the

company. $nly ) of the respondents are dissatisfied with the delivery.



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MERCEDES BENZ

T&b%e >)5 Soi!( te &"&i%&bi%it# o$ sp&re sp&rs $or Mercedes6Be!

De%i

S&mp%e sie Ece%%e!t 2ood A"er&(e Poor

%o. of#espondents

)+ '0 0 +

Percentage , +, ',


A!&%#sis

$ut of the -B respondents )+ respondents felt that Mercedes (en7 has e&cellent

availability of spare pars followed by '0 respondents e&pressing good availability

of spare parts. ', respondents felt that the availability of spare parts was

average and + respondents felt that the availability of spare parts was poor.



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MERCEDES BENZ

2r&p No) >)5- Distributio! soi!( &"&i%&bi%it# o$ sp&re p&rts

I!ter$ere!ce-

Most of the owners e&pressed the term e&cellent regarding the availability of

spare parts for MercedesA(en7 followed by good and average


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MERCEDES BENZ

T&b%e >)7 Soi!( te cost o$ sp&re p&rts o$ Mercedes6Be!

S&mp%e sie +i( Re&so!&b%e

%o. of#espondents

)B +B

Percentage ,B B


A!&%#sis

+B out of the -B respondents H owners e&pressed their satisfaction regarding the

cost of spare parts for the car. )B respondents felt that the cost of spare parts is

high. M(I1 should communicate the quality of its spare parts to eliminate the

conception of high price among its customers.



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MERCEDES BENZ

2r&p No) >)7- Distributio! soi!( te cost o$ sp&re p&rts

I!ter$ere!ce-

Most of the owners e&pressed their satisfaction regarding the cost of spare parts

for the car . owever some of the respondents felt that the cost of spare

parts is high . M(I1 should communicate the quality of its spare parts to

eliminate the conception of high price among its customers.



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MERCEDES BENZ

T&b%e >)04 Soi!( te Comp&riso! betee! & Mercedes6Be! c&r &!d

&! imported %uur# c&r

S&mp%e sie Ece%%e!t Better 2ood Poor

%o. of#espondents

'0 )+ 'B B

Percentage +, , )B B


A!&%#sis

$ut of -B respondents '0 respondents felt that Mercedes (en7 car was

e&cellent followed by )+ respondents who e&pressed the Mercedes (en7 car

was better. 'B respondents felt although the Mercedes (en7 car was good it was

at par with the imported lu&ury car. %one of the respondents felt that Mercedes

(en7 car was poor or worse than the imported lu&ury car.



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MERCEDES BENZ

2r&p No) >)04- Distributio! soi!( te comp&riso! betee! Mercedes

Be! C&r &!d &! imported %uur# c&r

I!ter$ere!ce-

+, of the respondents felt that Mercedes (en7 car was e&cellent followed by

, who e&pressed that Mercedes (en7 car was better. )B of the respondents

felt although the Mercedes (en7 car was good it was at part with the imported

lu&ury car. %one of the respondents felt that Mercedes (en7 car was poor.



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MERCEDES BENZ

T&b%e >)00 Soi!( te promotio! str&te(# o$ Mercedes6Be! i! De%i

S&mp%e sie Ece%%e!t Better 2ood Poor

%o. of#espondents

, 'B )) ',

Percentage 2 )B ,, )2


A!&%#sis

4lthough the present customers have no interest in the promotion strategy of

MercedesA(en7 in Delhi but the survey figure is not satisfactory. M(I1 should

give more importance on its promotion strategy which should include the satisfied

customers also.



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MERCEDES BENZ

2r&p No) >)00- Distributio! soi!( te promotio! str&te(#

I!ter$ere!ce-

2 of the respondents felt that the promotion that the promotion strategy of

Mercedes (en7 was e&cellent followed by )B who felt it was good and ,, felt

that the promotion strategy was average. /hoever )2 felt that the promotion

strategy was average. owever )2 felt that the promotion strategy was poor.



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Chapter 5

Findings



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MERCEDES BENZ

FINDIN2S

'. -) of MercedesA(en7 owners in Delhi are in the ,'A-B age group

followed by +B in the +'A,B age group ', in the above -' age group

and only , below +B years.

). , of the MercedesA (en7 cars owners are tin the manufacturing

business followed by e&portHimport business at )2 ', of the car

owners are in the service sector 2 are professionals and only , are

in agricultural business.

+. 4t )) Delhi has the highest level of customer satisfaction among

all the cities. !ollowed by new Delhi and Mumbai at )' Chennai at )B

and 9olkata at '.

,. Most of the MercedesA(en7 car owners took their own decision to

buy the car themselves . "ome of them are influenced by their

friends and relatives . 4nd only )) of them are influenced by their

family to buy a car.

-. Most of the owners brought the car through finance followed

by taking tease and cash purchase . M(I1 should arrange and

more convenient method for obtaining finance for its car in order to

increase the sales.



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MERCEDES BENZ

. *he source of information for MercedesA(en7 car owners is through

friends relatives an other sources followed by print media

and outdoor media . owever of the respondents Howners

e&pressed the term poor.

3. Most of the owners e&pressed their satisfaction regarding the cost

of spare parts for the car . owever some of the respondents felt that

the cost of spare parts is high .

'B. +, of the respondents felt that Mercedes (en7 car was e&cellent

followed by , who e&pressed that Mercedes (en7 car was better. )B

of the respondents felt although the Mercedes (en7 car was good it was

at par with the imported lu&ury car. %one of the respondents felt that

Mercedes (en7 car was poor.

''. 2 of the respondents felt that the promotion strategy of Mercedes

(en7 was e&cellent followed by )B who felt it was good and ,, felt that

the promotion strategy was average. owever )2 felt that promotion

strategy was poor.



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Chapter

!uggestions



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MERCEDES BENZ

SU22ESTIONS

4fter collecting the data from various sources and analysis of the findings the

suggestions and recommendations are given below;

'. *he service augmentation and service quality play an e&tremely

important and pivotal role in overall customer satisfaction !or this purpose

the company can adopt the following measures;

*o take reasonable time of servicing.

*o keep an inventory of spare parts to serve the customer promptly.

*o give free wash every time the customer comes in for a service.

*o arrange a test drive for new customer.

*o give free maintenance suggestions periodically.

*o arrange free emission check in the service station.

). *he company should adopt an aggressive promotional strategy its market

segment to keep ahead of the competitors. *he company can undertake

the following activities

*o arrange the grand MercedesA(en7 rally? this will get massive

coverage in all leading newspapers and car maga7ines.



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MERCEDES BENZ

*o advertise in all leading newspapers car maga7ines and auto

journals.

*o sponsor a Eolf *ournament at the Delhi Eolf club.

*o make a giant MercedesA(en7 model on the road to th airport and

other important landmark.

*o sponsor a cultural program or fashion show in a five star hotel..

*o telecast *.G advertisements.

+. *he company can launch a number of new products and create a new

segment for the product in the market.

,. *he company can enhance its indigeni7ation level to cut costs.

-. *he company can provide a finance counter in the showroom to ensure

easy availability of finance to the customers.

. *he company can organi7e a MercedesA(en7 club. !or this purpose the

company can do the following things;

*o arrange rallies among owners and enthusiasts.

4rrange various cultural and fashion programs.

*o send a greeting card and flowers on the customer6s birthday and

anniversary.



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MERCEDES BENZ

*o arrange an annual meeting of all MercedesA(en7 owners as this

will enhance interaction among them.

0. 4lthough the price of a Mercedes (en7 Car is very high the company is

planning of launch other categoriesHmodels with lower price targeted at a

younger market segment.



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MERCEDES BENZ

Chapter "

Conclusions



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MERCEDES BENZ

CONC/USIONS

MercedesA(en7 is an established company and well known company. 4fter the

market survey and analysis following are the conclusions regarding customer

satisfaction and the marketing strategy of the company


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MERCEDES BENZ

4lthough Mercedes (en7 is a leading car manufacturer the company faces

certain challenges and problems in terms of its pricing and promotion strategy.

*he company needs to overcome these challenges in order to be even more

successful in target market segment. "ome of the challenges faced by the Co

are;

'. 1ack of indigeni7ation level leads to high price of its products. Mercedes

(en7 needs to considerably reduce the costs at all levels of production

and distribution.

). *he promotional strategy is not aggressive enough as compared to the

competitors. Mercedes (en7 has no advertisements on the *.G. or the

radio.

+. *he company as only a limited number of dealers and service stations in

the country. 4s a result the company is at disadvantage as compared to

some of its competitor who have a widespread network of dealers and

service stations across the country.



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#nne$ure



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HUESTIONNAIRE

A STUDY ON CUSTOMER SATISFACTION AMON2 MERCEDES

BENZ CAR O;NERS IN DE/+I

PartA4

%4M;

CONTACT NO-

OCCUPATION-

PROFESSIONA/-

Manufacturing business; < >

Manufacturing business; < >

"ervice business; < >

&port import business; < >

A2E 2ROUP-

(elowA+B < >

+'A,B < >

,'A-B < >

4bove -' < >



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MERCEDES BENZ

PART6B

0) EISTIN2 CAR-

%o. C4# M$D1 %$. 4# $! P:#C4"

3) +o do #ou me&sure #our o"er&%% eperie!ce it Mercedes6Be!

c&r

D1IE*D < >

"4*I"!4C*$# < >

DI""4*I"!4C*$# < >

3. Te mode o$ pme!t $or purc&se o$ te c&r-

Cash < > !inance < > 1easing < >

>) ;ose decisio! i!$%ue!ced #ou most i%e purc&si!( te c&r

/on < > "pouse < >

Children < > !riendsHrelatives

5. ;&t does Mercedes6Be! c&r me&! to #ou *P%e&se r&!J tem

$rom 0 to > &ccordi!( to #ou pre$ere!ce,)

Image < > "tatus "ymbol < >

1u&ury < > "afety and comfort < >



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MERCEDES BENZ

?) +o do #ou see & Mercedes6Be! c&r

!amily Car < > &ecutive Car < >

Corporate car < >

@) Did #ou $&ce &!# di$$icu%t# i! te de%i"er# o$ te c&r $rom te

soroom

es < > %o < >

If yes please specify

5) Do #ou &!t & test dri"e be$ore purc&si!( te c&r

es < > %o < >

7) +o do #ou percei"e te &$ter s&%es ser"ice o$ Mercedes6Be!

SERIN2 FACI/ITY-

&cellent < > Eood < >

4verage < > Poor < >

AAI/ABI/ITY OF SPARES-

&cellent < > Eood < >

4verage < > Poor < >

COST OF SPARES-

IE < > #4"$%4(1 < >



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MERCEDES BENZ

04) T+E NEED FOR REPAIR OF A MERCEDES6BEZ CAR-

!#J:%*1 < > "$M*IM" < >

%$* 4* 411 < >

00) ;ic is #our $irst source o$ i!$orm&tio! $or Mercedes6Be!

P#I%* MDI4 < > Gisual Media < >

$4#DI%E" < > $*#" < >

03) ;&t Do You Ti!J About Te Promotio! O$ Mercedes6Be! I! De%i.

&cellent < > E$$D < >

4G#4E < > %$* :P*$ M4#9

0=) +o do #ou comp&re & Mercedes Be! c&r it &! imported c&r

NC11%* < > E$$D < >

4G#4E < >

PART6C

'. Are #ou &&re o$ te !e e6C%&ss s&%oo! %&u!ced b# Mercedes6

Be!

es < > %o < >

). Are #ou p%&!!i!( to se%% #our o%d mode% &!d bu# our !e mode%

es < > %o < >



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MERCEDES BENZ

+. ;e! do #ou &!t to bu# our !e E6c%&ss mode%

/ith in I month < >

/ith in + months < >

/ith in months < >

/ith in ' year < >

>) Are #ou &&re o$ te !e Mercedes6Be! imported mode%s S/:

c%&ss &!d m c%&ss

es < > %o < >

1) ;&t sou%d be te price o$ &! imported Mercedes6 Be! mode%

T+AN: YOU FOR YOUR TIME AND CO6OPERATIONS

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